Cheers! The Role of Alcohol & Entertainment
Disney’s Galaxy’s Edge Cantina - Disneyland California
cheers!
Think back to the family that showed up at your attraction—mom, dad, and three kids. Part of the family is anxious to ride your latest roller coaster repeatedly. Others want to sit that out, preferring to relax at a show or sit and have a drink. How does this family measure up to the results of the study? It turns out their experience is typical.
Availability of Alcohol
The parents are not alone in hoping they can find a drink. PGAV’s Food, Beverage, and Retail study (FB&R) showed that the availability of alcohol is an important attribute among food and beverage considerations, ranking 7th out of 14 attributes associated with food and beverage at attractions. It also increases the intent to visit. While most people (65%) indicate they would choose a soft drink over an alcoholic beverage, 48% say they are somewhat or much more likely to visit an attraction that offers alcohol. Notably, only 9% of respondents indicated they are somewhat or much less likely to visit if alcohol is available.
The availability of alcohol also positively impacts spending intent, ranking in the top 5 important food and beverage characteristics that affect spending, joining the availability of reservations, selections for kids, mobile ordering, and outdoor seating on the list.
KEY INSIGHT
Variety, seating, and ambiance are important to attractions visitors. However, gross spending tends to increase when reservations are available, there is a good selection of menu options for children and when alcohol is a menu option.
Now that we know many of our visitors would like the option to have an alcoholic beverage, what are they looking for? Beer, wine, mixed drinks? The FB&R study showed domestic beer is the most popular option (46%), followed closely by wine (44%). Local brands were next in the ranking at 35% and could be the perfect way to include local vendors.
For example, the Saint Louis Zoo partnered with Urban Chestnut, a local brewer, to create STL Zoo Bier. The 2022 Big Cat Golden Pilsner features an Amur leopard. The beer is sold at the Zoo and local retailers, and for every case sold, Urban Chestnut donates $3 to the Saint Louis Zoo to support animal care and conservation work. Not ready for a long-term option? Conner Prairie, Indiana’s Living History Museum, partnered with local brewer Sun King Brewing Company to offer “Ichabrewed Crane,” a special copper ale available during their annual Headless Horseman Halloween Festival.
Do You Want to be Entertained?
After riding that roller coaster a few times, the family is ready to sit down for lunch. There are quick serve, mobile ordering, or a sit-down spot with live entertainment options. We previously shared that the FB&R study showed people wanted a clean, inviting environment, but does live entertainment also factor in their decision?
Visitors ranked ambiance as the 4th most important characteristic when evaluating food & beverage experiences, while live entertainment ranked 12th out of 14. But don’t be too quick to dismiss live entertainment: guests are more likely to choose to eat at a location with entertainment over another at an attraction (78%), and it increases the length of stay (85%). You’ll have to evaluate what’s important for your attraction—if table turn is important, it may not be the right choice. But if your food spending strategy focuses on the length of stay, live entertainment offers opportunities.
BUISNESS IMPACT
If table turn is important, then live entertainment is probably not the way to go. However if the food spending strategy focuses on increasing stay, live entertainment may be a wise approach to consider.
Another thing to keep in mind: live entertainment can give non-riders a place to go and something to enjoy at the park. And remember, the FB&R study also showed that visitors value options. Our family of five chose the sit-down restaurant that offered a show. After eating, the kids ran back to ride the roller coaster again, and mom and dad stayed to enjoy the show… and a glass of wine.
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