HCP created an intense promotional launch with a groundbreaking ceremony, soft-launch grand opening for VIPs and media, and a three-month media blitz that garnered extensive press coverage, establishing the brand as a highly reputable and fun outdoor adventure experience for everyone.
To better understand the company’s two other locations in Middleburg, VA and Middletown, CT, HCP developed customized market studies, including exploring model adventure sports facilities across the country both in the zip line category and others offering adventure sports with similar price/value programming.
Secret shopping of the existing and competitive locations provided insight into the sales process, adding perspective on the product’s positioning to the various target audiences. Comprehensive on-site interviews with users, supporters, and staff offered a perspective only possible by those closest to the product.
In the markets with the most experience, field studies were initiated, including secondary data on surrounding demographics, quantitative analytics from the region, visitation to competitive sites, and interviews with community and tourism leadership.
The studies were completed over a 90-day period and resulted in a detailed plan of action, including both long-term strategic considerations and short-term actions to enhance current business. One absolute finding was the realization that “one-size” does not fit all locations and applications. Individual markets, geographic locations, and the presence of competitive offerings strongly dictated the sizes utilize unique plans to address the intricacies of each respective local marketplace.
