When looking at parks, the comp set is always part of the equation. However, it is not the end all be all in decision making.
When we developed our first park, people thought we were crazy. We were developing 1/4 mile from a park which offered a full waterpark and theme park FREE with the camping experience. Our park did not include such amenities.
Everyone wondered, "How are they going to make this work?"
Not only did we make it work, we blew past them within a few years. How? By focusing on what we did better. By appealing to people who wanted an outdoor experience, but not inside an amusement park. By focusing on a more adult oriented experience rather than kid centric.
It was an aggressive strategy, and it worked.
More recently, we took on an acquisition property near a national REIT's signature property. With the right marketing mix, marketing dollars, great owners and staff, we blew past previous numbers to have their best year ever.
Results like this take work. They do not happen overnight, but they are possible when AOS is in charge and owners trust us to do the right thing. Targeted marketing, an increase in the marketing budget, great staff, and reworking some of the amenities proved to be the winning formula.
Competition challenges us to think "Outside the Tent," and to figure out how to pull ahead and leave them in the dust.