Call for Ideas: New Membership Program Perks

[Merboy]

I just polled my people and our consensus was (and this will also serve as a vehement second-ing to other user's suggestions):

1. An exclusive entrance.
2. Tiered discounts.
3. Exclusive swag.
4. Free (or at least very discounted) lockers.
5. Quick Queues! Although, as previously pointed out, we realize the potential hazards of this perk.
6. Early entry.

But also after reading the other posts in this thread I also really am in favor of the Passholder Lounge with drinks and a place to kick back for a bit. And also turning the festhaus into an occasional club because that sounds nothing short of fabulous.

 

[MAZ]

While I also love the idea of a member lounge, lets not forget that BGW has a much higher percentage of passholders(members) than other parks. The private lounge may need to be the size of darkastle if they are giving away ANYTHING free. It will be every bit as crowded as anywhere else in the park. Maybe instead of just giving away free stuff, they could utilize a rewards program. Something as simple as a beer card that gets punched. Every five punches gets you a free craft brew or a root beer float for the kids. Indoor interactive activities to keep the kids occupied might draw more people in too. Just adding onto Zachary's we'll thpught out plan.

 

[musicman3204]

All of the ideas above are great! I would personally love it if they modeled some things off of what BGT and SWO do. I love that they offer free beer sometimes (we buy at least 3 beer's each when we go), double pass member discount (10%-20%), deeper discounts on tours in the park. I would also love pass member exclusive merch. Years ago when they had a pass member lanyard, I bought it every year. If they went as far as to have a pass member lounge and offered merch, I'd love for it to develop into pass member exclusive lanyards for the major rides even. Anything pass member only is perfect for me. I think it might be hard for the park to do early access, but I would love that too. It'd be a wonderful idea to offer some type of quick queue deal. Even if they can't make it free, I'd like to see them offer it at 50% off as a perk. This would alleviate hundreds of pass members claiming all at once. At concert nights, exclusive membership sections. I would love for them to give re-ride benefits on the major rides once they're seasoned and membership only sections at the shows. So many potential options that would cost the park virtually nothing, to a pretty penny endeavor.

 

[Ghost of Pretzel Kaiser]

I just thought of another thing that would be cool. The park last year offered laser cut wooden magnets and ornaments that were made locally. How about the benefits featured other local products? Maybe small stuff trinkets that promoted Colonial Williamsburg or other local museums. Maybe give out small servings of local beer? I honestly don't know just how financially viable this would be, but given that BGW is such a local's park, it could help it's image by throwing some support to the community.

Additionally, what about if the premier pass got us discounts to local museums? One could make the argument that they're competition of BGW, but it would show support for them as well.

 

[warfelg]

I saw some other people mention it, but some things that wouldn't cost the park anything to do:
~"Members only" seating at shows.
~Instead of 1 QQ per visit, I would suggest a QQ ride day; so on a specific date, members could QQ say Griffin on a Thursday, Invadr Friday, Apollo Saturday. Then only one ride per day is getting hit up with member QQ and the staff at that ride could be prepared.
~A "secret menu" at some of the dining places where you can get a combination with a "password" that you have to know. (akin to Starbucks "secret menu" where if you know what it is, you can order it).
~Wine and Food festival, have a few "member only" stands.

Last one would cost the park some money, but a few "Picknick in the park" lunches, opening Festhous Field with catered foods for members only, have some executives from the park, and just let everyone mingle, have fun, and get to meet some of the staff!

 

[Alf33]

Here's an idea that's kind of a different take on a lot of what's been suggested here. Have a random prize drawing every month with say 25 winners. Create a web page inside the membership section where members can sign up (one entry per month) and have prizes like a QQ for one ride, a $10 voucher good for anything in the park, 10 or maybe 20% extra off any purchase made in the park, behind the scenes tickets for you and a guest for the ones currently offered, a special behind the scenes tour of the park on a day it's normally closed for you and a guest (with lunch) to see what it takes to get the park set up for HOS and then for CT, special membership only T-shirts, or anything else that you can think of. The only restriction would be if you're a winner then the next month you can't be.

 

[DJTLG]

1. Plastic membership cards with “member since (date)” printed on them. If the member was previously a passholder, the date they became a passholder should be listed. Parking agents, gate agents, and cashiers should be encouraged to notice that date and thank members for their years of loyalty.

2. In lieu of EZ Pay price grandfathering, create a loyalty rewards program that provides extra perks based on how long you have been a member. The rewards could be items that have no or low actual cost to the park. For example:
2 years – Free photo at the park of your choice
3 years - Free refillable beverage cup or cocoa mug (but refills still cost money)
3 years – Free reserved seating at a show
4 years - Free 1-day quick queue for rides or for Howl-O-Scream Mazes
5 years – Free refillable beverage cup with free refills for the season
6 years – Free season long photo pass
7 years – Free season long lockers at park of your choice
8 years - Free preferred parking
10 years – Free insider tour
12 years – Free lunch/dinner with the park senior management
The number of years would also count one's time as a passholder, just like in my first point. This would be a nice incentive for passholders switching over.

3. Howl-o-scream mazes open early for members. If it's not feasible to open them all, maybe just the indoor ones or offer different ones on different days.

4. More frequent member nights. (There was only one at Water Country last year and it got cancelled by weather.)

 

[Ghost of Pretzel Kaiser]

1. Plastic membership cards with “member since (date)” printed on them. If the member was previously a passholder, the date they became a passholder should be listed. Parking agents, gate agents, and cashiers should be encouraged to notice that date and thank members for their years of loyalty.

I would hate this. I don't want to go to a theme park and be treated by royalty. I really don't want this to put additional stress/work on the employees.

 

[Coaster Takes]

1. Plastic membership cards with “member since (date)” printed on them. If the member was previously a passholder, the date they became a passholder should be listed. Parking agents, gate agents, and cashiers should be encouraged to notice that date and thank members for their years of loyalty.

I would hate this. I don't want to go to a theme park and be treated by royalty. I really don't want this to put additional stress/work on the employees.

I’ll have to agree on this. The employees deal with enough crap every day, and putting another task on their minds would be another thing that they have to constantly worry about. Let’s be real, none of us would want to constantly look at member’s passes just to check how long they’ve been in the program.

 

[lilleape]

One of my passes was selected back in the summer of 2016 to try out the Member Rewards Program. I really enjoyed that program and think that incorporating something along those lines to the Unlimited and Premier membership levels would be really neat. It rewards those of us that go to the park often and the surprise of not knowing what you would unlock with each visit added a level of fun to it as well. It definitely got me to the park a few more times than I would have normally gone, especially in the heat and crowds of the summer.

I also like the idea of extending the annual photo key to include CT, now that the membership levels do.

Agree with the others on the separate entrance for the Premier membership level. Perhaps even consider separate food checkout lines at some of the more populated eating areas like Das Festhaus or Trapper's. That would hardly cost any more and we are already showing our passes to get the discount on the food.

 

[lilleape]

Another idea that would be nice for the Unlimited and Premier membership levels would be to extend the Preschool Pass to include HoS and CT. Or have it be an add-on for a nominal fee for the Unlimited membership and free for the Premier membership.

 

[Zachary]

1. Plastic membership cards with “member since (date)” printed on them. If the member was previously a passholder, the date they became a passholder should be listed. Parking agents, gate agents, and cashiers should be encouraged to notice that date and thank members for their years of loyalty.

2. In lieu of EZ Pay price grandfathering, create a loyalty rewards program that provides extra perks based on how long you have been a member. The rewards could be items that have no or low actual cost to the park. For example:
2 years – Free photo at the park of your choice
3 years - Free refillable beverage cup or cocoa mug (but refills still cost money)
3 years – Free reserved seating at a show
4 years - Free 1-day quick queue for rides or for Howl-O-Scream Mazes
5 years – Free refillable beverage cup with free refills for the season
6 years – Free season long photo pass
7 years – Free season long lockers at park of your choice
8 years - Free preferred parking
10 years – Free insider tour
12 years – Free lunch/dinner with the park senior management
The number of years would also count one's time as a passholder, just like in my first point. This would be a nice incentive for passholders switching over.

I really don't like this idea at all. I think a rewards program may be a good idea, but I'd like that to be based off of additional purchases made while in the membership program or really any metric other than length of membership. Netflix doesn't reward long-time members. I don't think BGW should be either.

There are MANY reasons for this in my opinion. First and foremost is that I believe an effort should be made to distribute perks as evenly as possible across the entire membership base. I'm not a huge fan of the raffle ideas and whatnot some people have had because it makes for "winners and losers" within the system, but at least in that case everyone has an equal chance.

Basically, everyone should pay the same and everyone should get the same. Think about this for a moment: BGW is surrounded by military bases. Military families make up a really sizable chunk of the park's target market. Oftentimes those people don't spend more than a couple years in the area. People move away and move back. Hell, people lose their jobs and have to cancel their passes temporarily. Why should they be exempt from benefits they are paying for just because they couldn't stay a member for 12 straight years?

That said, maybe something that awards additional purchases is reasonable. Say I've spent $250 on merch with my pass since the new year. Maybe the park rewards that with a special piece of merch? Maybe I've bought nine meals and the park can give meal number ten for free? Something like that is far better in my opinion–especially because then the money to subsidize such a program probably wouldn't need to come out of the membership program but instead out of the department that the funds funds are flowing into for which the conditions are being met (eg. culinary provides a meal since the person bought 9 meals from them).

3. Howl-o-scream mazes open early for members. If it's not feasible to open them all, maybe just the indoor ones or offer different ones on different days.

This I am on board with. 30 minutes or an hour of Exclusive House Time for one or two HOS houses would be excellent.

 

[VonDerrick]

DJTLG's idea isn't too far fetched

the biggest complaint from pass holders so far right now is that their loyalty is being trashed because there is nothing that rewards you for keeping a membership

i don't care if it is based on XX amount of money you spend or XX amount of years you have held a membership but there needs to be something that rewards loyalty or thanks members for keeping their membership or something

they can do like Subway or Regal does, every dollar you spend equates to a point or credit, earn so many credits or points and you get something free or discounted, at least it shows some initiative that they care about your continuing visits

also the thick plastic cards with the different village designs need to come back, loved those passes, especially the designs and it would feel so much nicer to have one, even if it was a benefit just for the premier membership or something

 

[lilleape]

That said, maybe something that awards additional purchases is reasonable. Say I've spent $250 on merch with my pass since the new year. Maybe the park rewards that with a special piece of merch? Maybe I've bought nine meals and the park can give meal number ten for free? Something like that is far better in my opinion–especially because then the money to subsidize such a program probably wouldn't need to come out of the membership program but instead out of the department that the funds funds are flowing into for which the conditions are being met (eg. culinary provides a meal since the person bought 9 meals from them).

I like this idea. Similar to the Starbucks rewards program when you purchase using your Starbucks card/app. I'm going to be spending money at BGW anyways on stuff in the park so why not give me a free pretzel (funnel cake, waffle cone, insert preferred snack item here) for every $100 spent or something.

 

[Nicole]

Just because complaints are loud and often repeated, doesn't mean they are reasonable or even valid. Many of the people involving "loyalty" seem to be rationalizing their visceral response to having to pay market rate for the first time is many years.

It doesn't sound very "loyal" to threaten to go to a competitor, when you are no longer allowed to pay 50% less than everyone else. It sounds as if you only got a BGW pass, because it was cheap and easy.

I think it is fair to ask the park to provide special benefits to people who pay for year-long admission, regardless of when they first bought a pass. I do not, however, see why I should get better or more benefits, simply because I have been around longer, and am probably paying less.

 

[DJTLG]

I think there will be a lot of unhappy EZ Pay passholders when the time comes that they must switch to a membership. I was just trying to think of a way that they could continue to be rewarded for their loyalty. Also, it would be an additional reason for people to purchase ongoing memberships rather than fun cards each year.

I do like the idea of rewards based on dollars spent in the parks. Perhaps there could even be a roll over feature so you don't reset to zero at the beginning of each season.

There is no way to make the extra perks truly equal for everyone. Some people's schedules don't allow them to make it to extended ride nights or preview days. Some aren't interested in WCUSA, HOS, or CT. Some don't ride the quick queue rides. There are lots of benefits that all members receive. I don't see how extra perks for renewing year after year would be frowned upon. Besides, there is little to no cost to the parks for renewing memberships, but there are marketing costs associated with attracting new ones. Renewals are more profitable.

 

[Zimmy]

Well most of my thoughts have been covered.  Ever since I entered that way for a cattle call in college, I have thought Ireland would be a great alt entrance.  
I REALLY like the idea of a dedicated lounge (perhaps in Ireland to go with the exclusive entrance?).  I would love to see a concierge in the space.  Someone who can help get through the issues and red tape we have all faced when trying to work out procurement on the phone and or the web as we get differing and often wrong data.  Further a person like this in close quarters would be available to take attah-boys and and other comments.  Hell they could even dispense or questioners dedicated to a member specific focus group.  
While on the topic of the personal touch, take a cue from Marriott and other brands with tiered systems.  Marriott and others have a dedicated "platinum" line.  This 1800 number does away with 90% of the PBX nightmare and you get to a person very quickly.  Further they are empowered to do things the average operator is not.  The net result is fast answers, happier customers, more dedicated members, and consistent answers.  (not going to lie I am a Marriott fan boy, but as someone who lived out of hotels for years I have good reason)
Now I realize what I'm talking about is expensive, and would require investment and perhaps cooperation from corporate (especially the 1800 number) so I do have one other idea...

Lots of good stuff has been put out QQs, but I would like to take it a step further.
Last year the park offered 3 (I think) free passes 1 each sub season for a friend or family.  I would love to see 6 all day QQs to go with those passes.  (one for the member and one for the guest)

One last thing...  I can not possibly disagree more with these notions of listing the number of years on a card, tiers, or special greetings.  (the last one is almost insulting. This isn't the military and we are not officers)

I am a VERY good real life example of Zachary's comments.  I was member for several years until I went to the Gulf for 2.5 years.  For obvious reasons I did not re-up my pass while I was there.  When I came back I became a member again.  However for reasons I could not maintain my membership for a while.  Did my rates go up?  Sure, of course they did.  Inflation is a thing. However why should I be punished because I went off to support the Navy, or because life happened?

 

[Alf33]

How about reducing the price of a bottle of water for members to $2. This was done for one season about five or six years ago but that was it. I'd like this as I primarily drink water when I'm there.

 

[Zachary]

How about reducing the price of a bottle of water for members to $2.  This was done for one season about five or six years ago but that was it.  I'd like this as I primarily drink water when I'm there.

This, in my opinion, is about a million times better than any of the "free stuff" perks that I've seen suggested.

Honestly, at the end of the day, I just really don't want to pay full price for drinks but I also really never want to carry a bottle.

I would be fine paying up front for a "Cupless Drink Plan" where I essentially pay for the bottle without getting the bottle and can just use normal cups at the standard refill price instead. Assuming the existing refill cup program is a viable, profitable offering, the park would still easily make a profit off of me and I'd honestly probably be buying a lot more drinks too.

 

[lilleape]

I think it would be interesting to enact some sort of "Refer A Friend" program. Each Unlimited or Premier member receives a unique code that can be used a set number of times, say 5 or 10, to be given to friends that they encourage to also sign up for an Unlimited or Premier membership. When the friend uses the code, they can sign up at the reduced rate that is currently only good through 3/31/18. In turn, the referrer would get something like a BAF ticket for every 2 new memberships or a coupon for a free snack for every new membership or a single use QQ for every 2 new memberships. Something like that. I have encouraged lots of friends over the years to get annual passes in conjunction with their child's PP and it would be nice to get rewarded in a small way for increasing membership at a micro level.