TRENDING # customer_feedback # standards_participation # diy_seo # park_spy # workers’_comp # and_more
Adventure Park Time to Learn from Mistakes An instructive tale of a tragedy that should catalyze a change in industry culture.
FALL 2024
The Gift of Self-Confidence Facilitators and guides can do more to help participants overcome their fears.
Insider
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People are Paramount The intensity of the busy summer season has come and gone, and with that, at some point, you might have a mo- ment to reflect on the past few months. When you look back, what comes to mind? Or better yet, who comes to mind? After all, our industry is all about people. Perhaps that sounds cliché. Many other industries could claim the same, since it takes people to run the business - es and to pay for the products or services the businesses provide. The difference, however, is that our industry’s products—i.e., the experiences we provide—are designed to produce significant uplifting outcomes for the people who participate. Those outcomes are realized via the people who provide the experiences. Still sound a little cliché? OK, consider this: in how many oth - er industries is the term “life changing” a common mantra, both for participants and practitioners? We see that term, or versions of it, a lot in the pages of Adventure Park Insider . Our industry’s people have a remarkable impact on the people they serve and, in many cases, vice versa. It shouldn’t be taken for granted. This issue of the magazine acknowledges how impactful our people—staff and guests—can be in a variety of ways. We recognize a handful of the industry’s up-and-coming leaders in our annual peer-nominated “Rising Stars” (p. 30). We explore how to provide guests with a sense of control and self-confidence in “Agency, Challenge, Choice, and Control” (p. 48). The benefits of listening to and acting upon feedback from guests and staff, and how to do so, are discussed in “Turn Insight into Action” (p. 24). We also share an instructive tale of tragedy that changed many lives, the lessons from which should catalyze a cultural change in the industry (“Time to Learn from our Mistakes,” p. 35). Call it cliché or call it a universal truth—whatever your perspective, our industry is truly all about the people. As autumn sets in, we hope you take the time to recognize the people who made the magic happen for you or alongside you during the chaotic summer season, and thank the peo - ple who came out to experience the great work our industry does. It’s time well spent. With that, we’d like to thank you, dear reader, for reading our magazine. We hope you enjoy it, learn from it, and try something new because of it. L ETTER FROM THE EDITORS
—The Editors
VOL. 10 | NO.3 |
FALL 2024
CONTENTS
ON THE COVER
The “Rising Stars” Class of 2024 (clockwise from top):
Hannah Brunck, U.S. National Whitewater Center, N.C. Samantha Robinson, Boundless Adventures, N.Y. Kelton Fick, Experiential Systems, Inc. Wes Hynes, Go Ape, Texas Samantha Dreger, The Adventure Park at Heritage Museum and Gardens, Mass. Peter Berry, Miracle Heights Adventure, Crossnore Communities for Children, N.C. Florin Ulianov, Coral Crater Adventure Park, Hawaii >> 30
Agency, Challenge, Choice, and Control How to improve guest outcomes. By Rick Kahl 48 44 Park 360: Flipping the ‘Bird into Summer Snowbird in Utah continues to refine its activity mix to meet its guests’ needs. By Peter Oliver
Time to Learn from Our Mistakes A tale of tragedy, a call for change. By Rick Kahl 35
Cover design: Joerg Dressler
3 Letter from the Editors People are Paramount 6 Park Briefs News from around the outdoor adventure industry. By The Editors 10 New Products Items designed for ease and safety. By The Editors 12 Understanding Workers’ Compensation Insurance Requirements for protecting your staff and business vary by state. By Katie Stahl 16 Search Engine Optimization What you need to know about SEO. By Stephanie Sibille
22 Park Spy
The Spy asks, “Can we wear Crocs?”
24 Turn Insights Into Action How to gather and use feedback from guests and staff, and why it’s important for the long-term success of your business. By Micah Salazar 30 Rising Stars Meet seven of the industry’s up-and- coming leaders who are already making a mark and have bright futures. By Moira McCarthy 40 Builder Profile: Sky’s The Limit Bigger, longer, faster...safer. Skyline Ziplines is in the business of building massive zip lines, as well as tech to reduce the risk of
52 Standards Development:
How to Effectively Participate How to read and comment on draft standards
and help in their development. By Mandy Stewart and Keith Jacobs
WAIT, THERE’S MORE!
human error. By Bob Curley
For the latest adventure park industry news, special online reports, digital magazine archives, and more, visit www.adventureparkinsider.com.
CONTRIBUTORS
EDITORIAL OFFICE P.O. Box 1776 • McCormick, SC 29835 Tel. 203.263.0888 Website: www.adventureparkinsider.com Publisher Olivia Rowan—olivia@adventureparkinsider.com Editor Dave Meeker—dave@adventureparkinsider.com Senior Editor Katie Brinton—katie@adventureparkinsider.com Art Director Sarah Wojcik—sarahw@adventureparkinsider.com Graphic Design Consultant Joerg Dressler—joerg@dressler-design.com Production Manager Donna Jacobs—donna@adventureparkinsider.com
ADVERTISING/MARKETING OFFICE 70 Pond Street • Natick, MA 01760 Tel. 508.655.6408 / Fax 508.655.6409 Advertising Director Sharon Walsh—sharon@adventureparkinsider.com Marketing Director Karolyn Towle—karolyn@adventureparkinsider.com Digital Partnerships Director Sarah Wojcik—sarah@adventureparkinsider.com Marketing / Social Media Manager Jordyn Bremer—jordyn@adventureparkinsider.com ADVENTURE PARK INSIDER — Vol. 10, No. 3, Fall 2024, is published, by Beardsley Publishing Corp., 70 Pond Street, Natick, MA 01760-4438. POSTMASTER: send address changes to Beardsley Publishing, P.O. Box 1776, McCormick, SC 29835. Copyright 2024 Beardsley Publishing Corp. All rights reserved.
Bob Curley Keith Jacobs Moira McCarthy Peter Oliver
Micah Salazar Stephanie Sibille Katie Stahl Mandy Stewart
SPECIAL CONTRIBUTOR Rick Kahl
CIRCULATION / SUBSCRIPTIONS 70 Pond Street • Natick, MA 01760 Tel. 508.655.6409 / Fax 508.655.6409 subscriptions@adventureparkinsider.com Audience Development Karolyn Towle—karolyn@adventureparkinsider.com To subscribe to Adventure Park Insider magazine, visit our website: www.adventureparkinsider.com/subscribe
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thy neighbor,” some of the abutters to the park remain active in their opposition to it, with several disgruntled neighbors attempting to raise bureaucratic hurdles to the reopening at a town selectboard meeting this spring, and one alleging concerns about “child safety” to the Times this summer. NEWS FROM AROUND THE AERIAL ADVENTURE INDUSTRY Fortunately, efforts to reopen the park have also been met with support from the community, including state and local officials. State Sen. Susan Moran, D-Fal - mouth, attended the ribbon cutting and told the Times she may use the park for a legislative retreat. Sandwich Chamber of Commerce executive director Christine Ross told the Times she was excited to see tourists and locals enjoy the park, and that it “will bring a whole new vibe and feeling to the town on top of museum goers.” “The support of the community, including government, chamber and town officials is very important to us and to Heritage,” said Fisher. “The museum is a fixture in the community and the Cape in general and has very strong relationships, and we have been able to work closely with the museum leadership to ensure strong support of the park as well.” •
Winning Out Over NIMBY Naysayers
granting operation to an outdoor recreational activity having seasonal and operational limitations.
The limitations, Outdoor Ventures president Candie Fisher told API , include capping the park’s capacity at 125 people at any one time, limiting operating hours from 8 a.m. to 9:30 p.m., disallowing the use artificial lighting, and restricting all structures to under 500 square feet. The code also required the park to make modifications to its design, guest flow, and facilities that included increasing the setback from the main access road an additional 70 feet, completely dismantling and relocat- ing one course, and redesigning and reinstalling about 75 percent of a second course, among other things. However, Fisher said the redesigns allowed Outdoor Ventures to make improvements, providing customers with some new additions to experience—such as a Tarzan swing—that were not there previously.
By Katie Brinton
The Adventure Park at Heritage Museum and Gardens in upscale Sandwich, Mass., was able to reopen this summer, despite the objections of NIMBY neighbors. While we like to think of aerial adventures as low-im- pact attractions that offer challenge, connection, and joy to a wide range of participants, a group of Cape Cod residents whose properties abut the 10-acre park have opposed this particular venture since its incep- tion 10 years ago, raising complaints about increased noise, traffic, and decreased property values. A protracted legal dispute between the neighbors and the park began in 2014 when one neighbor unsuccessfully attempted to appeal the approval of the park’s permit.
“All in all, although costly to change and rebuild what
ACCT Adopts New Standards-Writing Procedures
By Rick Kahl
The Association for Challenge Course Technology (ACCT) has gained all the necessary approvals for a new standards-development process, and received a two-year extension from ANSI to update the current standard, ANSI/ACCT 03-2019. Approval of the new Accredited Procedures (AP) means ACCT can now institute the process it has developed and then begin work on an update to the standard. ACCT’s Accredited Procedures Task Force (APTF) com - pleted a draft proposal to update the organization’s standards-development process last May; in July, it submitted the draft to the ACCT Consensus Group for review. The Group approved the proposal in August, and the proposal was subsequently submitted to and approved by ANSI.
The grand reopening of The Adventure Park at Heritage Museum and Gardens.
The park, a joint effort between Heritage Museum and Gardens and Outdoor Ventures, opened in 2015. It was ordered to close in 2018, however, after a judge ruled in favor of four residential neighbors that filed a suit against Heritage claiming the park’s permit should be overturned for a variety of reasons. Heritage has been trying to reopen the park since. It was originally granted an operating permit under its classification as an educational exhibit. However, the judge in the case that led to the 2018 closure, ruled that the aerial park was not sufficiently educational or connected to museum operations and therefore did not qualify for exemption from residential zoning codes.
needed to be done to comply with the new zoning designation, everything done—including all the maintenance that had been deferred due to the court proceedings—was reasonable and did not adversely affect our operations,” said Fisher. “Despite the costs associated with these changes, the park is optimistic about the future and satisfied with the outcome, even without the extended operating hours that artificial lighting would provide.” According to the Cape Cod Times , the park was projected to see 50,000 visitors in 2018 before it was forced to shut down. Since reopening this summer, it has enjoyed a steady growth in demand, said Fisher, adding that, as of July, “the numbers and interest are meeting expectations and growing quickly.”
In September 2023, a Barnstable Superior Court ruling allowed the park to reopen under a “Special Permit”
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NEWS FROM AROUND THE AERIAL ADVENTURE INDUSTRY
Procedures is the intention to get more viewpoints and input early during the standards-writing process, so that the resulting draft represents a broad consensus of industry stakeholders. In the past, ACCT had limited involvement in the early stages. “We want to move forward with a more understand- able and transparent process,” APTF and ACCT board member Michael Smith told API . The AP also calls for balanced representation in the Consensus Body (formerly the Consensus Group), to include five stakeholder groups: producers, servicers, user commercial, user educational, and general inter- est. The new groups replace the former three, which were vendors, users, and general interest.
these steps are complete, ACCT can begin the work of drafting the update to the standards. • Outdoor Participation Trends Report: More Participants, Less Frequency
percent), running/jogging (17.9 percent), fishing (18.2 percent), and hiking (20 percent). Comparatively high participation in these activities was attributed to their accessibility to casual participants. The report also signaled upticks in participation for key demographics. For the first time, more than half of American women participated in outdoor recreation, and the number of senior participants, age 65 and older, grew 11.5 percent year-over-year. Findings note marginal growth in ethnic and racial diversity from 28.8 percent in 2022 to 30.4 percent in 2023, including increases for Black and Hispanic participants. Members of the LGBTQ+ community continued to be the most active adult cohort. “The findings of this report [are] a clear call for our outdoor ecosystem, including outdoor industry and public sector efforts, to work together to increase par - ticipation by prioritizing representation and inclusion in design, marketing, programming, outreach, and advocacy,” said Outdoor Foundation executive director Lesford Duncan. The 2024 Annual Outdoor Participation Trends Report reflects data gathered during the 2023 calendar year and garnered a total of 18,000 online survey respondents.
By David Meeker
The Outdoor Foundation (OF) and Outdoor Industry Association (OIA) reported that the outdoor recreation participation base grew 4.1 percent in 2023 to a record 175.8 million participants. According to the organizations’ 2024 Outdoor Participa- tion Trends Report, 57.3 percent of Americans age 6 and older participated in outdoor recreation in 2023, but the frequency with which they participated, on average, was down 11.4 percent compared to 2022. The top five outdoor recreation activities by partic - ipation rate included bicycling (17.2 percent of the total population age 6 and older), camping (17.7
(For more on the AP, see “Charting a New Course for Standards,” Park Briefs, API Spring/Summer 2024.)
Next steps are for ACCT to make the necessary admin- istrative changes, which include revising some terms and definitions as well as populating the stakeholder groups as described above. ACCT also plans to create several educational opportunities—such as posts on its website, webinars, stakeholder meetings, and workshops—for industry members to learn about the changes and how to take part in the next draft. Once
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BY THE EDITORS
T he RISE lock from Kong Italy is a two-movement twist-lock for carabiners that uses a patented gate sleeve to significantly reduce the risk of an accidental opening. To open the lock, a user must twist the sleeve then push the gate. However, if there is pressure on the gate before the sleeve is twisted, it will prevent the gate sleeve from rotating, keeping the carabiner locked. This protects a carabiner with RISE lock from accidental openings caused by the gate-sleeve pressing against a loaded rope or oth- er objects. The gate-sleeve technology is now available on the Ovalone and X-Large steel carabiners. kongusa.com KONG ITALY: RISE LOCK
SKYLINE ZIPLINES: EZ LAUNCH
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UNDERSTANDING WORKERS’ COMPENSATION INSURANCE
If you are a subscriber but then cease providing coverage, you must likewise notify the DWC that coverage has ceased via DWC Form-005. If your or - ganization is located in Texas, whether you are a non-subscriber or not, you should familiarize yourself with the timing requirements for submission of forms to the DWC as well as required notices, which can be found on the Tex - as Department of Insurance website. There are several ways to provide cov - erage in Texas, including, for example, through a licensed insurance distrib - utor, by self-insuring, or by joining a self-insurance group. Each of these options carries certain requirements, such as the size of your business and its financial capacity to self-insure, which you should consider when determining which option is right for you. If you decide to provide workers’ com - pensation coverage for your employees, you are considered a “subscriber” and are protected from lawsuits based on work-related injuries for covered employees. This is because the Texas Workers’ Compensation Act requires prompt payment of claims for medical expenses and lost wages for injured covered employees. If you decide not to provide workers’ compensation insurance, as a non-sub- scriber, you risk being subject to law - suits based on work-related injuries. Though it is not required, it should be noted that most Texas employees are covered by workers’ compensation in - surance. However, some larger entities prefer to either self-insure or remain as non-subscribers.
Workers’ compensation coverage is a legal safety harness protecting your operation from potential liabilities.
BY KATIE STAHL, SENIOR COUNSEL, MUDD LAW
It is imperative for your organization to thoroughly evaluate its workers’ compensation insurance coverage before any staff members are injured on the job. Ensuring your organiza - tion has adequate insurance protects your employees and safeguards your business from potential legal and financial liabilities. Determining whether your organiza - tion is legally required to provide this coverage under your state’s laws is es - sential, as regulations—e.g., minimum employee thresholds, eligible employee types, exemptions, and even the level of coverage required—can vary significant - ly from state to state. Compliance with these laws and any related regulations is crucial to main - taining your organization’s integrity and operational stability. In some states, non-compliance is not just a legal risk—it could bring your business to a standstill. This guide will explore the workers’ compensation laws and regulations of five example states.
However, some private companies must provide coverage for their on-site employees when they contract with government entities. While not re - quired, coverage may be a good idea to mitigate financial risk and to obtain certain protections when a lawsuit is filed against an organization for on-the- job injuries. If you do not provide coverage, you are considered a “non-subscriber,” and there are specific requirements you must follow including: filing an annual notice with the Texas Department of Insurance Division of Workers’ Compen - sation (DWC); posting certain notices in office spaces and worksites; and informing workers in writing that they are not covered by workers’ compensa - tion insurance. Further, a non-subscriber with four or more employees must report to the DWC: any on-the-job injuries sustained by an employee that cause them to miss more than one day of work; illnesses that occur as a result of an employee’s occupation; and fatalities that occur from an on-the-job injury. These must be reported by the seventh day of the month following the occurrence. There are exemptions from this reporting re - quirement for certain types of employ - ees, including domestic workers and ranch and farm hands, among others.
OKLAHOMA: MANDATORY FOR MOST
In Oklahoma, as in most other states, employers with five or more employees are generally required to provide work - ers’ compensation insurance. They can purchase this insurance from either a private insurance company or Comp - Source Mutual Insurance Company, a state-created entity offering coverage for both public and private employers in Oklahoma. Alternatively, employers can fulfill their workers’ compensation obligations by self-insuring as an own-
TEXAS: DESIRED BUT NOT REQUIRED
Texas is one of the few states that does not require an organization to main - tain workers’ compensation coverage.
WORKERS' COMPENSATION
UTAH: EVERYONE ON BOARD
includes employees of all types, includ - ing part-time, full-time, and family-run businesses. If you are paid for your work in Colorado, you are presumed to be an employee. There are two types of workers’ com - pensation insurance to choose from: commercial insurance from an insur - ance company or self-insurance. Self-in - surance is only available for employers of 300 or more employees. If you fail to obtain workers’ compensa - tion insurance in Colorado you may be subject to a fine of $500 per day until you procure coverage and, as in Oklaho - ma, may have your business shut down until you can show proof of coverage. Entities whose only employees are owners are not required to maintain workers’ compensation coverage, and likewise, employers are not required to obtain such coverage for certain categories of workers, such as officers of corporations, for example.
In Utah, all employers must retain workers’ compensation coverage for their employees. They can do this by obtaining a policy through the state’s insurer of last resort, the Workers’ Compensation Fund. Employers may obtain coverage through a private insurance company, or they can provide coverage through self-insurance, but only if they obtain authority to self-in - sure through the Labor Commission. It is much less expensive to obtain workers’ compensation insurance than to risk going without it. Employers who do not obtain coverage can be subject to monetary fines and may have their oper - ations shut down. Further, they will lose protection from lawsuits against them by injured employees. If they do retain coverage, insurance claims are the sole remedy for an injured employee.
risk employer or by joining a group self-insurance association.
Regardless of the type of coverage cho - sen, the law mandates that all employ - ees receive the same level of benefits. There are some categories of workers for which coverage is not required, in - cluding, for example, real estate agents who are compensated on a commission basis and truck drivers who are own - er-operators. Any employer in Oklahoma who is required to obtain coverage but fails to do so may be charged with a misde- meanor, fined, and even have their operations ceased by the Commissioner of Labor until insurance is procured.
COLORADO: ESSENTIALLY EVERYONE
ILLINOIS: NON-COMPLIANCE HAS COSTLY CONSEQUENCES
In Colorado, employers who employ one or more employees must carry workers’ compensation insurance. This
In Illinois, employers must provide workers’ compensation insurance for
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If you skip coverage, you might as well be leaping without a harness—because fines, lawsuits, and shutdowns are waiting below.
secure adequate coverage can lead to severe legal, financial, and operational consequences, including fines, lawsuits, and even the suspension of your busi- ness activities. Consult with legal and insurance pro - fessionals to make informed decisions on coverage. If you skip coverage, you might as well be leaping without a harness—because fines, lawsuits, and shutdowns are waiting below. By secur - ing the right protection, you’re not just looking out for your employees—you’re making sure your business doesn’t hit the ground. Katie Stahl is senior counsel at Mudd Law and runs the firm’s Houston office. Mudd Law also has offices in Chicago and Park City. The firm’s attorneys are licensed in Tex - as, Illinois, Indiana, Colorado, Connecticut, and Utah. In addition to assisting busi - nesses and individuals with their copyright, trademark, privacy, litigation, and general counsel needs, Stahl currently serves on the Computer and Technology Section Council for the State Bar of Texas and co-edits the section’s Circuits Law Journal. muddlaw.com
nearly all employees, including part-tim - ers, new hires, and those injured on the job. Even with just one employee, compliance is mandatory. Failing to secure workers’ compensa - tion insurance in Illinois can lead to severe consequences. Employers who knowingly neglect this requirement face fines of $500 per day, with a minimum penalty of $10,000. Corporate officers may also be held personally liable if the company fails to pay. A negligent lapse in securing insurance constitutes a Class A misdemeanor, while a knowing failure escalates to a Class 4 felony. Employers lose protection under the Workers’ Compensation Act without proper coverage, exposing them to unlimited civil liability if an employee is injured during the uninsured period. In
such cases, the employer must prove in court that they were not negligent. Additionally, the Commission may issue a work-stop order, forcing the business to halt operations until insurance is obtained.
Ensure coverage to avoid these signifi - cant legal and financial repercussions.
A LEGAL SAFETY HARNESS
Understanding and adhering to your state’s workers’ compensation laws is not just a matter of legal compliance— it’s a critical component of risk manage - ment for your business. As demonstrat - ed by the variations in requirements across Texas, Oklahoma, Colorado, Utah, and Illinois, each state has its own unique regulations that could signifi - cantly impact your operations. Failing to
SEARCH ENGINE OPTIMIZATION
A guide for understanding SEO, and how to land your website closer to the top of search queries.
BY STEPHANIE SIBILLE
Search engine optimization—SEO, for short—is a key component in helping potential customers find any business with a website online. SEO is technical in nature, but it is necessary to understand the basics.
ing one’s website to get to the top of Google or other search engine rankings through what’s called organic search. While some companies pay Google to rank their websites higher than others (i.e., paid search), SEO aims to get one’s website ranked highly without having to pay advertising dollars to the top search engines, making it an appealing strategy.
But like any technology-based mar - keting tool, it’s more complicated than that. Algorithms change, consumer behavior changes, and the technology behind websites is constantly being updated, whether you realize it or not. Further complicating things, search engines have also recently started to integrate artificial intelligence (AI) tools into their search results. You may have
For those unfamiliar with the con - cept, SEO is the practice of leverag -
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noticed an “AI Overview” at the top of your latest Google search, providing a summary of the results, or “Meta AI” generated search queries underneath some Facebook posts. So, in the spirit of staying relevant, we’ve rounded up some SEO tips from experts both within and outside of the industry.
SEO
UX
1. KNOW WHAT YOUR CUSTOMERS ARE LOOKING FOR
Keywords—aka “search queries,” the words and phrases searchers enter into search engines to find content— are crucial in strengthening your website’s SEO. A common mistake for adventure op - erators is to want to be the top search for “aerial parks” or the like. However, if your customers are coming from within a three-hour radius, you don’t need to be top ranked for all aerial park search - es. You do want to be visible, though, when people search “aerial parks in [X location],” for example.
GEO
Gather data. Jean-François Couture, marketing director for The Trekking Group and a 22-year veteran of SEO, advises using keyword search tools to gather data on the words that general Google users are searching for most frequently. Keyword Planner, a free
tool built into Google’s ad platform, is a favorite. He also likes Moz for SEO analysis, and expert Neil Patel provides some good online resources, too.
Once you have an idea of what keywords are most searched, you can start to inte-
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how long they are spending on various pages. This information can help you decide which pages to optimize for SEO.
happy,” says Mike Lannen, founder of Burlington-based Eternity Marketing in Vermont. “Search engines are getting better at emulating human preferences, so by prioritizing user experience and satisfaction, you’re also optimizing for the algorithms and AI.”
SEARCH ENGINE OPTIMIZATION
2. CONTENT IS (STILL) KING
grate some of those words into your website copy to improve your search ranking. So, for example, if you want to be the top result for a search of “aerial parks in [X location],” you would include your location and nearby major popu - lation centers in your list of keywords when you write your website content. Ron Pierce, owner of Alabama’s Butter and Egg Adventures and an operator with more than 20 years of success - ful SEO experience, suggests using additional plugins such as Rank Math, a free, Word Press-compatible SEO an - alyzer, to gain insight into what is—and isn’t—working to bring people to your website. These tools can tell you about the keywords for which a page on your website is ranking in a Google search, for example. Google Analytics is another data-rich tool that shows how people found your website, where they are clicking, and
If keyword data is meant to tell us (op - erators and website owners) what users are searching for, then search engines aim to pair those users with the content most relevant to their query. That makes content king. This was true when SEO was first developed in the mid- 1990s, and it’s even more true today. The difference is that search engines have gotten much better at differentiat - ing relevant content from weak content. As humans have discovered ways to “game” the system by over-stuffing webpages with keywords or irrelevant links, the algorithms have learned to catch these trends. This technological advancement is actually a good thing for the user experience. “Ironically, the tables have turned: we’re now focusing on enhancing the human experience to make the bots
So, how do you create effective content?
Customer-driven content. Couture suggests adopting the perspective of po- tential customers when writing website copy. For example, he says, when par - ents wake up in the morning, they aren’t necessarily going to search, “What is the best aerial park in XX destination?” In - stead, they are going to look for “Things to do with kids…” in said location. Think about how to answer realistic consumer questions to better set up your website writing for SEO. This might mean positioning your park as a “thing to do with kids” or including that phrase in your tour description. Or you could create a separate page with “things to do in the area.” These are examples of consumer-driven rather than prod-
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uct-driven content (and the former could help position you as a tourism expert for your specific destination). In other words, if you write like a human, for other humans, the search engines are more likely to like it, and you create a better experience for the users visiting your website.
that do not. If you are not sure if your website meets security standards, check the full URL: if it starts with “https”, there is some security encryption built in. If it starts with “http” (no “s”), talk with your webmaster about implementing proper security and encryption.
mentary recreational operators—be it rafting outfitters, food trucks, or bike shops—can also be a great way to build up your off-page SEO. Further, Pierce is a supporter of providing backlinks to other adventure businesses in the area—even competitors. “I don’t see this as a big deal,” he says. “The more links, the better for your website scores.”
4. BACKLINKS
3. THE REST OF USER EXPERIENCE
5. BONUS: OPTIMIZE FOR GENERATIVE ENGINE OPTIMIZATION (GEO)
Off-page SEO can also help search algo - rithms find your website easier. Essen - tially, this means having other websites provide links back to your website. These links, known in the SEO world as “backlinks,” provide additional credibility as they demonstrate that other websites trust yours as a source of information. DIY. This may feel like something you can’t control as an operator, but there are plenty of ways to create viable backlinks to your own site. Social media pages are a great start, and plenty of adventure operators have written guest posts on other news sources, blogs, or websites that link back to their own.
While written content is important, the rest of the user experience (aka UX) can make just as much of a difference in your SEO success. Mobile-optimized websites, for example, are prioritized by Google and other search engines. Most current web developers and DIY platforms in 2024 already have this op - tion built in, but older sites that haven’t been updated recently might not. Site security. Likewise, site security and the use of SSL certificates—standard encryption tools—are “vital,” according to Lannen. Websites that implement SSL security are far more likely to be prioritized and ranked higher than those
You may have noticed in your most recent Google search that its AI tool doesn’t simply provide a list of links, it writes a fully formed response to a question it derived from your search. This suggests that Google (and other search engines, by extension) is not only looking for relevant content, but for well-crafted answers to complex questions that will better feed its algo - rithm for these responses. The process for optimizing your website for this is a relatively new term: generative engine optimization (GEO).
Reciprocal links with other comple -
The goal of optimizing for GEO is to in -
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Lannen offers the following tips for operators who are looking to increase their GEO: • Build Trust with Accurate Informa- tion: Use references, reliable statis - tics, and quotes from authoritative sources to increase the trustworthi- ness of your content, making it more likely to be featured in generative engine responses. • Make Content Easy to Read: Enhance the fluency, readability, and overall
quality of your content to make it more appealing to GEs. • Cover Various Angles: Create content that addresses different aspects of a topic, such as its history, cultural context, and practical information. This comprehensive approach can improve your content’s visibility across a variety of queries. • Encourage Interaction: As generative engines become more conversation- al, structure your content to invite follow-up questions and extend engagement. • Meet Different User Needs: Develop content that thoroughly addresses different user intents—whether they seek information, want to make a purchase, or have other needs. These GEO tips are largely complemen - tary to existing SEO best practices and website useability in general, so don’t panic. Ensuring your content is read - able, accurate, and meets user needs is valuable for optimizations in general.
SEARCH ENGINE OPTIMIZATION
crease your visibility and curry favor with search engines as they begin to move toward an AI-based search mod - el. Consensus among online marketing professionals is that AI-based search results will only continue to grow, so anything that you can do now to get ahead of the game will work in your favor to stay at the top of rankings.
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FINALLY: DON’T BE AFRAID TO ASK FOR HELP
“Although [SEO] looks like it’s free, it’s one of the best investments you can make in your business,” says Couture. Investing in SEO could mean taking the time to learn the tools yourself, hiring an internal marketing person, or getting the existing team up to speed. Or it could mean outsourcing this work to a third-party SEO firm, which can help in different ways. For example, The Trekking Group has hired SEO experts every time it has updated its websites to ensure the SEO work that had previously been done doesn’t get lost. Couture and his team also have attended conferences to boost their knowledge of the subject. At the end of the day, though, your best asset for your website’s SEO isn’t your understanding of plugins or search en - gine algorithms, but your knowledge of the business itself. According to Lannen, “The core principles of SEO—providing value, focusing on user experience, and staying ethical in your practices—will remain constant,” regardless of technol - ogy trends. Remember, your knowledge lends credibility, and credibility is ulti - mately what the search engines want.
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THE QUESTION: We’re in town on vacation. I’ve heard we need closed-toe shoes. Can we wear Crocs? PARK SPY
Closed-toe shoe policies vary from operation to operation, as does the definition of what a closed-toe shoe is. Crocs—the ever-popular plastic clogs—live somewhere in the grey area. They do, on the one hand, enclose the wearer’s toes. But they are far from secure, even in sport mode (that is, when the back strap, which can be folded forward, is secured around the heel). While some operators explicitly ban the footwear, others take a more flexible stance toward this trendy shoe. The possibility for confusion—”do my Crocs meet your closed-toe standards?”—seemed sufficient to justify this Spy mission. As is always the case in Park Spy, the responses are scored based on staff members’ customer service skills and not individual park policies. And the calls here are a bit feast or famine. While half the folks answering the phones crushed it, the other half left plenty to be desired. Been asked an interesting question this season? Send it to jordyn@adventureparkinsider.com for the Spy to pose to other parks! We won’t tell anyone the question came from you. Plus, if we use it, your park will be immune for that issue.
PARK #1, TN First Contact: Female. API: Stated question. Staff: Yes, you should ( sounds chippe r). API: Oh, great! Staff: You need to have the back straps on, though. API: OK. And the back strap isn’t super tight. What would happen if they fell off? Staff: That would not be good ( chuckles ). You would be out some Crocs. We do have shoes here if you don’t feel comfortable using yours. API: Oh, that would be great for a backup. Staff: Yes! We have a pretty good selection of sizes. What size are you needing? API: Like a women’s 9 and men’s 11 would be fantastic. Staff: Great, we have both of those ( excited ). API: Awesome, thanks for your help.
Staff: If you just want to call us the morning before you guys come, we can set those shoes aside for you.
to look for it. In some cases, they are not retrievable. API: OK. That makes sense. Staff: Um, we do sell Crocs in our gift shop for $25 per pair as well if you are worried about your own. API: Oh, great, we’ll consider that option when we come. Is there anything else we should know or bring with us? Staff: Just wear whatever you are comfortable in … ( long pause ) make sure you are here 15 minutes before the start of your tour, and make sure waivers are signed by each guest before you arrive. ( yawns ) Other than that, we will take care of the rest. API: Great, thanks for the help. We are looking
API: Sounds great, thank you. Staff: Yep, have a great day. Score: 9
Comment: She was chipper and helpful. She provided useful information with- out prompting and seemed genuinely interested in helping me problem solve. PARK #2, HI First Contact: Male. API: Stated question. Staff: You can ( sounds totally uninterested ). API: Great! The back strap isn’t super tight. What happens if they fall off while on the zip line? Staff: ( sigh ) If that happens, we do our best
forward to coming! Staff: No problem. API: Goodbye.
Score: 3 Comment: This could have been a great call. His information was good (and selling Crocs in the gift shop is savvy), but his attitude was so uninviting. I either interrupted his nap or he just wasn’t into my questions. Either way, it was clear he did not want to be on the phone with me. PARK #3, WI First Contact: Female. API: Stated question. Staff: ( very loud ) Yes, you can. But if they are a little bit loose, they might have to rubber band them on. We don’t want you to go buy new shoes, so they will make it work. API: Oh, great. We were a little worried that the backstrap wasn’t going to be tight enough, so we weren’t quite sure. Staff: Yes, we will make sure that they stay on for you ( cheerful ). API: That’s a relief. Thank you. And is there anything else we should know or bring with us? Staff: Just wear comfortable clothing and if any- one has long hair—which we do have hair ties here—you will want a low ponytail and either a bun or braided, so it doesn’t get caught in any ropes. But other than that, nope. Just be ready to have a great time ( excited ). API: Sounds great. Thank you for the help. Staff: No problem. See you soon! Goodbye. API: Goodbye. Score: 8 Comment: While she could have turned down the volume a bit, her enthusiasm was very welcome. Securing my shoes with rubber bands doesn’t sound super comfortable, but it’s the attitude not the answer that matters most to the Spy. PARK #4, PA First Contact: Female. API: Stated question. Staff: Unfortunately, we do not allow Crocs. API: OK, even if they have the back strap? Staff: Yes, as they could fall off during the activities. API: But they are, like, really nice Crocs. I don’t think they would fall off. Staff: ( firm, but not unfriendly ) Yeah, I’m sorry it’s just our policy. API: No problem, I get it. Staff: Alright, have a good day. Goodbye. API: Thanks, goodbye.
Staff: Other than that, I would say it’s kind of up to you guys. If you guys feel like you are going to get hungry, I would bring some snacks or food with you. API: Sounds great. Thank you for your help! Staff: Of course. I hope you have a good rest of your day. API: You, too. Goodbye. Score: 10 Comment: This staffer balanced policy and personal advice really well. I felt like she genuinely had my best inter- ests in mind, and not like she was just trying to get me to spend $25 on shoes at the park. Her positive vibes and sincerity made this call a winner. Identity Revealed: Quarry Park Adventures Debrief: In the three high-scoring calls, the rep- resentatives all had positive attitudes and anticipated the Spy’s questions and needs, providing helpful information and advice—often without prompting and always with (seemingly) genuine interest. If there is one lesson to take away from Park Spy, it is that curiosity and kindness go a long way toward creating positive customer interactions. On the flip side, apathy kills costumer interactions. Shouting at callers is ob- viously poor service, but disinterest or a lack of engagement can also turn off prospective customers. When a customer calls with a ques- tion, your goal should not simply be to answer that question—do that, but also ask yourself, “how can I help this customer feel excited about their trip to my operation?” A customer who calls you is expressing interest. It’s your business to lose at that point.
Score: 4 Comment: This was a classic missed opportunity. It’s fine to say no—and she was polite even when I pushed back—but I wish she had followed up with me about what to expect or what to bring, what shoes are allowed, etc. PARK #5, CO First Contact: Male. API: Stated ques... ( interrupted ) Staff: Wait, wait, wait, wait, wait ( shouting )! The zip line was torn down ( upset ). API: Oh, OK. It still says it’s open on the website. Staff: Yeah, ( annoyed ) the people who owned it haven’t taken it off the website. API: Um, OK, thanks. Staff: Bye. Score: 0 Comment: That might go down as the worst call in Spy history. It was rude to interrupt my question, especially by shouting. Customer service 101: DON’T YELL AT THE CUSTOMER! Even though they offer other activities (than the now defunct zip line), as a potential customer, I won’t be going there. PARK #6, CA First Contact: Female. API: Stated question. Staff: ( sincere ) I wouldn’t suggest them due to the fact that they are pretty loose when you are wearing them. But if they do have a back strap on them, we will accept them. API: OK. We were a little worried because the strap on my pair of Crocs isn’t super tight. We didn’t know what would happen if they fell off. Staff: Yeah, I would say if they are super loose on you, I highly wouldn’t suggest it. We sell shoes for $25 at the park and you can keep them afterwards. Because if they are super loose, then there is a possibility that they can fall off your feet as you’re zip lining. API: OK, that makes sense. Thanks for explain- ing that. Is there anything else we should know before coming? Staff: Yes ( enthusiastic )! I highly suggest that you make sure you are wearing comfortable, athlet- ic-type clothes. I’d say to avoid super short shorts, as they get a little uncomfortable. Especially when we put the harness on, occasionally they can pull up the shorts when you are walking around in the park. API: Ah, good point.
WAIT, THERE’S MORE!
Read past Spy missions in the “Park Spy” Park Department on our website.
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