PARK 360 DEBRIEF
website, were intentional in their use of colors and graphics, and reduced the booking process by a step, leading to fewer dropouts from the process. Put simply: Making the booking process quick and easy means guests are more likely to actually go through with it. Branding and name recognition are also important factors when it comes to conversion. The Trekking Group CMO Jean-François Couture invented the word “Upla” for the Quebec-based park to strengthen its brand value. “I invented the word while seeking a playful, meaningful, simple, and catchy brand name,” he explained. The Upla trademark joins The Trekking Group’s other Quebec-based properties under the umbrella brand name Arbraska, another invented moniker of Couture’s. Made-up words, called “arbitrary marks,” have the highest brand value due to their strong trademark protections and
Upla is the playful, catchy brand name for a new netted attraction in Quebec.
evocative nature. The lesson: If you want guests to remember you, create innova- tive, easy to remember, and fun brand- ing to stand out from the crowd. COMMUNITY IS KEY While business may be the bottom line, community relationships are also a cornerstone of long-term success. Investments that benefit the environ - mental, cultural, and economic stability
of communities hit the trifecta in terms of responsible and impactful practices.
Zip World of North Wales, and The Wilds of southeast Ohio, are two operations that have made the reclamation of used and abused mining lands central to their mission (“Mining for Adventure,” Summer, 2020). Projects involving land restoration, a focus on locally sourced materials, and employment opportuni-
With its unique, patented technology, CLiC-iT delivers a user-friendly safety system for use on Ziplines, Aerial Adventure Parks and High Circuits.
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Synergo is proud to stand behind and promote the integrity of CLiC-iT products. To inquire about using CLiC-iTs at your site or to request a demo unit, please reach out to the Synergo Team.
INFO@TEAMSYNERGO.COM • 503.746 .6646
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