Wet ‘n Wild should adopt a pricing strategy that is more appropriate for the current

situation at the resort. A situation has arisen where the ample number of visitors has brought the

park to full capacity on some occasions leaving some season ticket holders unable to enter.

This problem could be solved through some alterations of the pricing strategy at Wet ‘n Wild.

The price of entry to the park not only includes the cost of the ticket, but also the time

that the customer will spend at the park. The “value” that is created when selling tickets to

waterparks is the fun that the customer will have upon entering the park. The ticket for a one

time entry fee should model the level of fun that the customer will have in a day at Wet ‘n Wild.

The current price for a one time entry at Wet ‘n Wild is $70 per ticket. The single entry cost is

reflected by the season pass which sells at a price of $120. This pricing model entices a

customer to spend the extra money and buy a season pass because if they plan on coming

back sometime this season they will have already saved $10 dollars just by buying the season

pass.

The problem for Wet ‘n Wild is that at certain times, their facilities are too overcrowded

for all their season ticket holders to be able to enter. The value of the season ticket is the ability

to enter the park freely without having to pay an additional entry fee; if the park can’t guarantee

access to their season ticket holders they are missing their part of the deal. A solution to this

problem would be to keep the single entry pass the same price but move the season ticket price

to a higher point, approximately $250. This price will keep the number of people who buy

season passes down, but also not directly affect the number of single entry customers.
 This pricing strategy will be more effective for the new Wet ‘n Wild because it will lower

the amount of people that are coming to the park on a daily basis. Lowering the number of

people at the park creates a better environment for those that are at the park by lowering wait

times for rides. When the park is full and wait times are extremely long, it reflects badly on Wet

‘n Wild to the customers.