News that Bonfante Gardens earned $1.14 million less this summer
than in 2005 puts extra pressure on the beautiful, but struggling
horticulture theme park to have a successful holiday lights
season.
News that Bonfante Gardens earned $1.14 million less this summer than in 2005 puts extra pressure on the beautiful, but struggling horticulture theme park to have a successful holiday lights season.
The park’s banking on lots of visitors flocking to see twinkling lights, visit with Santa and ice skate on weekends from Nov. 24 to Dec. 10, and every day from Dec. 15 to Dec. 23 to make up the financial shortfall.
We wish them well with that endeavor, but with ticket prices for the park’s Holiday Lights festivities at a whopping $28 a person, we have to wonder how many young families – the theme park’s target demographic – will be able to afford a visit.
We also wonder how many families from outside of South County will make the long trek past long-established, free holiday lights celebrations to visit Bonfante Gardens.
In the spirit of supporting Bonfante Garden’s bid for long-term survival, we offer these suggestions for attracting multiple visits from South County residents:
n Pay attention to the local communities in the region. They should be the target market. They have the potential to be loyal supporters and repeat visitors.
n Host a canned food drive for a local food bank, with a significant admission discount for folks who bring nonperishable food.
n Invite musical groups from churches, schools, community groups, and local bands to perform at the park. If different activities are happening on different days, it will encourage repeat visits.
n Invite local groups – high school clubs, girl and boy scout troops, youth teams, book clubs, service clubs, businesses – to decorate trees to be displayed in the park. Offer prizes for the best trees.
n Offer a family discount. It shouldn’t cost $112 – not including parking, food and other expenses – for a family of four to spend a couple of hours admiring twinkling lights and displays in a gorgeous setting.
We understand that the park has a difficult balancing act. The business needs to make money, but its prices seem to discourage the high volume and advertising – local and word of mouth – that would help it turn the corner.
With some tweaks to the Holiday Lights program, hopefully Bonfante’s new management team can find a better balance so that its books balance, too.
