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Are ACU’s Temporary Exhibits Effective at Significantly Raising Attendance and Revenue?

– A Case Study –

Background:

The North Carolina Aquarium at Pine Knoll Shores is one of three aquariums located on the Atlantic coastline.

North_Carolina_Aquarium_logo

Problem:

After opening in 2006 the North Carolina Aquarium at Pine Knoll Shores had experienced declining attendance over a 5 year period.

– Attendance Decline –

Proposal:

Bring in ACU’s Penguin Plunge for a six month rental to revitalize the guest experience and reengage the community in order to stimulate attendance and revenue.

Penguin-Plunge-Stats

Analysis:

Careful consideration was given to the return on investment potential and risk. Conservative projections were created to help determine to move forward. After careful consideration, they did!

riskanalysisproformacashflow

The Results!

Penguin-Plunge-Stats

Attendance increased by 32%, Membership sales by 47% and Gift Shop Sales by 42%;
thereby more than doubling their projected net revenue!

Attendance

Membership Sales

Gift Shop Sales

attendancebyweekmembersalesgiftshopsalesannualattendancecashflow

Control:

While the North Carolina Aquarium in Pine Knoll Shores saw a 32% in daily attendance, its sister organizations in Fort Fisher, North Carolina and Roanoke, North Carolina saw only modest increases of 7% & 10%.

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North_Carolina_Aquarium_logo

North Carolina Aquarium in Pine Knoll Shores

32% Increase
in daily attendance!