I was recently in Las Vegas to celebrate my boyfriend’s birthday. Because neither of us are gamblers, we planned all types of attraction experiences and day trips instead of entering the casinos. We drove to Lake Mead and the Hoover Dam, Rt 66 and Fremont street. But the highlight of the trip was the hour and a half that Rich spent on an excavator at DigThis Las Vegas.
They bill themselves as ‘America’s Heavy Equipment Playground” and it’s a young kid’s dream come true – participants get to drive an excavator or bulldozer at a construction area within sight of the Strip.
Lessons learned from my visit
While Rich was going through a mandatory safety and instructional class, I got to spend some time speaking with the staff to see how this small business has become the #3 Fun and Game activity in Las Vegas, according to TripAdvisor. Dig This was the brainchild of one man, Ed Mumm, who came upon the idea when he rented an excavator for some work at his home. He had so much fun he thought others would as well.
Challenges to overcome
It was quite a risk to start a business unlike any other attraction. It took almost a year to find a company that would provide insurance. He ran a pilot program for 3 years in Colorado to work out all the issues, before opening in Las Vegas.
Even today, safety remains a major concern. Everyone was required to take a breathalyzer test before the program began. Participants had to have closed-toe shoes and be able to speak and understand English clearly. Everyone signed an insurance waiver as well. Like any adventure company, following rules and maintaining a safe environment allow them to continue in business.
Another challenge is how to get people to leave the bright lights and excitement of the strip.
Trip Advisor is “The Golden Goose”
I spoke with Jeff Meers, the Group sales manager. He said Trip Advisor is their main means of advertising. They have the coveted 5/5 rating and I can see why! When Rich and the other 3 guys in his session came back in the bui
lding, they were laughing and high fiving each other and bursting with exuberance. How can you not write a rave review after having so much fun? Michelle Wyman, the office manager goes a few steps further though. They use Zozi as a booking platform, and Zozi will send out an automated reminder to review on TripAdvisor one week after the reservation. (As an aside, Zozi was in industry news this week for firing its CEO and laying off staff. I do not know anyone at Zozi so I am not sure how this will impact their business. Dig This hasn’t had any issues at all. ) They also give everyone a small card when they leave that encourages reviews and posting of photos on Facebook, Twitter and Instagram.
Retail adds to the bottom line
Jeff had a background in retail before he came to this attraction. One of the first things he noticed was that the waiting area/check-in had one rack of men’s shirts. He saw a huge opportunity and has expanded the clothing line to men’s and women’s ( I particularly liked the pink women’s T-shirt that said ‘Keep Calm and Dig on”), hats, mugs and all kinds of Dig This logoed items. The majority of participants buy something, and they walk out with the items in a bright orange bag with the logo. Does your attraction do all it can to capture additional revenue through retail? Do you have bags that help to market your location? What items have your customers asked for that you could sell?
Take home some memories
Michelle Wyman is the office manager and told me that she loves seeing the transformation of people from being apprehensive and not sure what to expect, to pumped up, smiling very happy customers. Each guest receives a Certificate of Accomplishment, along with the opportunity to purchase a plaque with their photo. Is it any surprise that over half of the customers want to purchase the plaque?!
As Seth Godin said “People do not buy goods and services, they buy relations, stories and magic!” Dig This does an exceptional job at creating stories and magic for their customers. What can your attraction do to become more memorable? What activities can you offer that will help create memories?
Know your markets
Because this is a premium priced experience, one might think that only huge corporate groups could afford to book here. And for sure, companies like Google and Gallo have booked events along with convention groups visiting Vegas. But Jeff, told me he was surprised by the smaller businesses that use the experience as a team building event. Families come and they offer a ‘frequent digger’ card for those that can’t get enough. Jeff works closely with their DMO as well as DMCs ( Destination Management companies). I assumed that the concierge network would work well for this type of product, but word of mouth from past guests is a stronger tool.
Final thoughts
Travelers are looking for experiences when they travel. The more your attraction can create a unique experience and build great memories, the better off you will be. Working at attractions like that are fun too because you get to see happy satisfied customers every day. And isn’t that a sure sign of success?