API Winter 2022 - Euro Edition

API Winter 2022 - Euro Edition

Adventure Park TRENDING # inspection_errors # recruitment # park_spy # safety_systems # tree_health # DIY_marketing # more Taming the Wild West A panel of leaders talk standards, regulation, and whether there’s room for risk in aerial adventure. Putting on the Brakes As zip lines get faster, longer, and more extreme, designers look for ways to soften a rider’s landing. WINTER 2022

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members, Ryze Adventure Park and its entrepreneurial owners (p. 16). ETTER FROM THE EDITORS L

Addressing the Industry’s Needs Opportunities to share news, information, and innovations in the aerial adventure and experiential education realm are essential, especially now. To that end, both ACCT and PRCA have scheduled in- person conferences this winter, albeit with Covid safety protocols in effect. Industry members that attend either event will once again benefit from the educational seminars, trade show, and conversations that take place. We need this exchange of knowledge. That was also the reason Adventure Park Insider launched seven years ago. We saw a need, as commercial parks sprouted and expanded and innovation flourished, for greater communication among operators. And we’ve come to find the established experiential programs and summer camps benefit from our reporting as well. This issue of the magazine showcases our mission in several ways. Standards and best practices continue to evolve as adventure parks introduce new concepts and the industry matures. Hence “Taming the Wild West” (p. 44) and a look at how to prepare for and ace your annual inspection in “You Knew I Was Coming, Right?” (p. 30). Rapid evolution can inspire—and in some cases necessitate— upgrades to park equipment, infrastructure, and/or design. Hence, “Upgrading Safety Systems” (p. 38) and “Putting on the Brakes” (p. 50). Operators are also dealing with a variety of issues related to Covid, especially the challenge of finding enough employees. Hence the rundown of recruiting and hiring best practices in “Now Hiring” (p. 22). Of course, technology continues to change marketing practices. “DIY Marketing” (p. 62) can help you raise your game without requiring a ton of marketing expertise. And, as groups will likely continue to seek more outdoor activities in the coming year, earning group business can pay off in a big way. “Group Mentality” (p. 47) provides a useful guide to making the most of your group sales efforts. Learning about other operators and their experiences is another benefit of being part of a wider community. To that end, let us help you get to know more about one of the community’s longest-tenured members, the Holder family and their sprawling empire in “Flying High” (p. 58), and also introduce you to one of the community’s newest

Speaking of new members , Adventure Park Insider is proud to welcome Jack Fagone to our team. Jack is an all-season outdoorsman with marketing chops from his years of experience in the mountain resort industry. You’ll see his name a lot more as he dives into his new role managing circulation, research, marketing, and more.

Jack’s arrival comes as Sarah Borodaeff is stepping back from her role as API ’s research, digital, and associate editor. Sarah joined the team six years ago and has been foundational to API ’s success in many ways, not the least of which being the many connections she’s developed with members of the aerial adventure community. She and Rick Kahl have been leaders in developing the State of the Industry Report, too, which is a herculean task. This year, we received more than 150 responses to the State of the Industry Survey as of press time. Thank you to all who responded. We’d also like to thank ACCT and RRC Associates (a strategic market research firm) for their partnership in developing this vital resource for the industry. In sum, the State of the Industry Report is another example of recognizing and addressing a need to share knowledge. We hope this issue of API accomplishes that aim, too. New API Associate Editor, Jack Fagone, canoeing on the Colo- rado River in Moab, Utah.

— The Editors

VOL. 8 | NO. 1 |

WINTER 2022

CONTENTS

Taming the Wild West Can standards and regulation help the industry mature? Experts discuss. By Keith Jacobs and Rick Kahl 44 “What kind of shape do I need to be in to participate?” 30 You Knew I Was Coming, Right? Avoid these common errors to help make your annual inspection go smoothly. By Erik Marter 38 Upgrading Safety Systems Replacing a park’s safety systems is expensive, time consuming, and totally worth it. By Korey C. Hampton 47 Group Mentality 28 Park Spy For commercial parks, group business (done right) can drive revenue and guest loyalty. By April Darrow 54 Know Your Assessments A guide to understanding the different levels of tree assessments that arborists perform. By Scott Baker and Katherine Taylor WILD WEST

Group business is on the rise, and adventure parks can capitalize on the opportunity by understanding the market and engaging with the right people. Photo: A tour group smiles from a canopy bridge at Kawanti Adventures, Alaska, where groups accounted for 93 percent of all business in 2021. ON THE COVER

Putting on the Brakes A look at the innovative technology and design of today’s zip line braking systems. By Peter Oliver 50 Conservation and big adventure go hand in hand in Mike and Donna Holder’s vast business enterprise. By Bob Curley Getting Your Message Out You’ve already developed your marketing message, now it’s time to tell the world—or your local area—about your business. By Stephanie Sibille 58 Flying High 62 DIY Marketing, Pt. 2:

Cover design: Sarah Wojcik

3 Letter from the Editors Addressing the industry’s needs. 6 Park Briefs Scenes from IAAPA Expo, ACCT executive director search, and more. A Staff Report 10 New Products The latest attractions, equipment, and technology for operators to consider. By Jack Fagone Building a new challenge structure is hard—building one during a pandemic is even harder. By Peter Oliver 16 Ryze Adventure Park

WAIT, THERE’S MORE!

22 Now Hiring

Tips and best practices for staff recruitment and retention in a challenging market. By Candie Fisher

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 644 • Woodbury, CT 06798 Tel. 203.263.0888 / Fax 203.266.0452 Website: www.adventureparkinsider.com Publisher Olivia Rowan—[email protected] Editor Dave Meeker—[email protected] Senior Editor Katie Brinton—[email protected] Associate Editor Jack Fagone—[email protected] Digital Editor Jack Fagone—[email protected] Design Director Sarah Wojcik—[email protected] Graphic Design Consultant Joerg Dressler—[email protected] Production Manager Donna Jacobs—[email protected]

ADVERTISING/MARKETING OFFICE 70 Pond Street • Natick, MA 01760 Tel. 508.655.6408 / Fax 508.655.6409 Advertising Director Sharon Walsh—[email protected] Marketing Manager Sarah Wojcik—[email protected] ADVENTURE PARK INSIDER — Vol. 8 No. 1, Winter 2022, is published quarterly: Winter, Spring, Summer, Fall, by Beardsley Publishing Corp., 70 Pond Street, Natick, MA 01760-4438. Periodicals Postage pending at Fram- ingham, MA 01701-9998. POSTMASTER: send address changes to Beardsley Publishing, P.O. Box 644, Woodbury, CT 06798 . Copyright 2022 Beardsley Publishing Corp. All rights reserved.

Mark Aiken Scott D. Baker Emma Bell April Darrow Bob Curley

Candie Fisher Bee Lacey Erik Marter Moira McCarthy Peter Oliver

SPECIAL CONTRIBUTOR Rick Kahl

CIRCULATION / SUBSCRIPTIONS 70 Pond Street • Natick, MA 01760 Tel. 508.655.6409 / Fax 508.655.6409 [email protected] Circulation Manager Jack Fagone—[email protected] To subscribe to Adventure Park Insider magazine, visit our website: www.adventureparkinsider.com/subscribe

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PARK BRIEFS NEWS FROM AROUND THE AERIAL ADVENTURE INDUSTRY IAAPA Expo, Orlando, Fla., Nov 15-19 considering a normal year draws 1,100+. Masks and vaccinations were recommend- ed but not required; hey, it’s Florida. So, we boostered up and headed down south.

The Adventure Park Insider team hit the floor at the 2021 IAAPA (International Associ - ation of Amusement Parks and Attractions) Expo in Orlando, Fla., Nov. 15-19. It was a great opportunity to catch up with friends and vendors, and check out some of the new products being developed to drive revenue, solve customer service problems, and of course, bring the fun. Attendance was down this year due to the pandemic, but still quite robust. Daily numbers were around 25,000-28,000 people (pre-pandemic, attendance was typically upwards of 40,000). There were 882 exhibitors, a relatively strong turnout

The last time we went to IAAPA, in 2019, we reported ax throwing and virtual reality (VR) tech were everywhere. Two years later, ax throwing was nowhere to be found, but VR has continued to grow as a category. We saw fewer food vendors and product demonstrations than normal—again, due to Covid. Exhibitors from overseas also had to grapple with fluctuating travel restrictions and pervasive shipping issues. Below are some scenes from the show floor. We were glad we went and even happier to see some familiar faces. •

Left: Adam Sutner, Crystal Mountain, Wash. (left), Dan Brennan, Holmes Solutions (center), and Adventure Park Insider ’s Jack Fagone (right) discuss Holmes Solutions’ new Switchback technology, which allows curved rails to be incorporated into zip line tours. Middle: VR was everywhere on the show floor—the Oculus Quest 2 VR set, seen here, recently posted sales of 10 million units. VR is not going away, and we wouldn’t be surprised to see some innovative operators introduce the tech in adventures at height. Right: Adventure Park Insider ’s Sharon Walsh (left) and Head Rush Technologies’ Jenna Ovett (right) talk the Head Rush TRUEBLUE iQ Auto Belay, which the company promotes as more durable and lighter than previous models.

Left: Masks and vaccinations were not required at IAAPA, but these name tags helped attendees communicate comfort levels. We did not see a lot of folks using them, though. Top left: Jim Liggett of RCI Adventure Products tries to persuade API ’s Sharon Walsh that he should be the magazine’s next cover star. Top middle: Granite Insurance had a successful show and a great booth location. Pictured here are Olivia Rowan, API (left), and Ruthie Rivers, Granite Insurance. Top right: The team from American Adventure Park Systems celebrated a “great show,” even without their usual big demo course for attendees. The crew was promoting its new Ocho series safety hooks. Pictured L to R: Aditya Patel, Patrick Avery, Sharon Walsh, and Mike and Donna Holder. >> continued

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The search for a new executive director for the Associ- ation for Challenge Course Technology (ACCT) was on schedule for completion this spring as we went to press. As is the association’s habit, it was taking a deliberate and organized approach to the effort. A process design task force led by Leslie Sohl, amuse- ment rides and devices technical specialist for the Colorado department of public safety, had developed a thorough search plan by early December, and ACCT an- ticipated posting the job description, requirements, and criteria by mid-month. ACCT hoped to begin accepting applications shortly thereafter. The hiring process itself is being spearheaded by a separate hiring task force under the direction of Kurt Damron, CEO of Highlands Aerial Park, Ga. The ACCT board will make the final choice. ACCT expects the process to be sufficiently advanced by the time the association’s annual conference in Cleve- land, Ohio, begins in early February that it will be able to host some candidates at the event. ACCT then expects to name the new executive director shortly thereafter. This will allow some overlap with outgoing executive director Shawn Tierney, who plans to leave by May 1, and promote a smooth transfer of leadership. ACCT Executive Director Search Remains on Track

The new executive director will have three main goals, according to ACCT board chair Carson Rivers, VP of Challenge Towers: membership development and education, public relations, and the continued financial growth of the organization. While the association’s income has been relatively constant and the group’s finances have become more stable under Tierney’s tenure, the board would like to see growth in several areas, Rivers said. Those include credentialing, conferences, and educational services such as the ACCT Academy. • ACCT Conference Pre-Con Sessions and Updated Covid Protocols In addition to the dozens of workshops and sessions planned during the ACCT annual conference in Cleve- land, Ohio, Feb. 10-13., 2022, there are 11 pre-confer- ence sessions scheduled to be held Feb. 7-10. These day-long or multi-day sessions cover a handful of topics in great depth. Topics include PPE inspection, universal accessibility and inclusion, group dynamics, ACCT operation and training standards, and more. There are also several certification courses, including ARC First-Aid/CPR/AED Instructor Certification, and the

ACCT Inspector Certification prep course.

Covid safety. ACCT, in partnership with Emergency Concierge International, updated its Covid safety protocols in the fall, adding that all pre-conference and conference attendees must present proof of full Covid-19 vaccination or proof of a negative PCR test taken no more than 72 hours prior to arrival. ACCT will also provide N-95 or KN-95 masks for attendees whose masks don’t meet minimum requirements for face coverings. Protocols and requirements are subject to change.

For the most up-to-date information or to register, visit www.acctconference.com

ACCT conference attendees will once again have the opportunity to meet face-to-face at the 2022 event in Cleveland. Photo credit: ACCT

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NEW PRODUCTS A collection of new equipment, activities, and attractions for adventure operators to consider. _______________________________ BY JACK FAGONE

C ustomers of the Fotaflo photo and video marketing platform and The Flybook booking engine can now set up automated birthday emails to past guests in Fotaflo. Automated birthday messages are sent out before a customer’s birthday, reminding them of birthday party packages, discounts, and other exclusive offers from the business (adventure park, zip line tour, etc.) sending the message. The reminders include the customer’s photos taken during their experience at the ac - tivity or tour, adding personalization. According to Fotaflo, the birthday message emails result in high open and click-through rates. fotaflo.com FOTAFLO AUTOMATED BIRTHDAY MESSAGES

T he Safari Tram from Specialty Vehicles is an off-road capable peo- ple-moving solution. The vehicles have a Ford 6.2L gasoline engine for hill climbing and load carrying. They seat between 12 and 30 people and include many features for a safe, convenient, and comfortable ride, in- cluding weather enclosures on the top and sides, padded bench seating, bamboo wood plank flooring, and more. Other vehicle features include a PA system, four marine-grade speakers, an anti-corrosion treated frame, and 14-gauge Jet Kote steel sidewalls. The Safari Tram is street legal, and is customizable to match branding needs. Options include a diesel engine, ADA accessibility, and a Chevrolet, GMC, or Dodge Ram chassis. specialtyvehicles.com SPECIALTY VEHICLES SAFARI TRAM

T he Ocho + and Ocho Max are the latest iterations of the Vertical Trek Innovations safety hook for continuous belay systems. Both are constructed of lightweight aluminum alloy with a replaceable rubber outer guard to help minimize damage and extend the life of the hook. A replaceable steel wear plate helps to indicate product wear and can be replaced in-house. The Ocho Max features a locking swivel gate that can be unlocked with a special tool for quick course extractions. americanadventurepark.com vertical trek innovations ocho + and ocho max

>> continued

Keep the thrills coming, by having the right protection in place!

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NEW PRODUCTS

C loud Climb fromWalltopia is a cross between a traditional playground and a maze. The net-enclosed structures allow children ages 4-14 to safely play at height without the need for a harness. Cloud Climb is offered in a range of standard models to fit the environment of different spaces and facilities. Struc - tures and colors can also be customized to fit a space and match branding. The structure is hot-dip galvanized and then painted, making it resistant to corrosion and suitable for outdoor or indoor use. The platforms can be flat or curved and made from plywood or fiberglass. Nets can be made from steel or polyester, and anti-climbing netting is available to prevent climbing on the outside of the struc- ture. Cloud Climb meets EN 1176 playground safety standards. adventure.walltopia.com WALLTOPIA CLOUD CLIMB R evl has adapted its automated video recording and editing technology specif- ically for zip line tours. It utilizes Revl’s AI model in combination with RFID and Bluetooth technology to create a personal highlight reel of the guests’ experi - ence, which they can purchase on site. Revl automatically edits the entire video and delivers it to guests via email through the cloud. The videos are branded and optimized to share on social media (Facebook, Instagram, TikTok), provid- ing additional free exposure for zip line tours that offer it. revl.com revl: zip tours

>> continued

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I SC completely redesigned its rigging pulleys to produce the new 200 Series, which are up to 150 percent stronger than their predecessors. To increase strength, ISC reshaped and redistributed the material in the hot-forged alumi- num frames, changing the way the pulleys perform under load. The new axle/ frame interlocking design uses heat-treated hardened stainless-steel axles. The 200 Series also features the new patent-pending, low-profile SafeLock locking mechanism. There are three size options: RP248, RP251, and RP255. They range in minimum breaking strength from 22,481 lbf to 67,442 lbf, and are compatible with rope diameters up to 3/4 in. (20 mm). The ISC 200 Series Rigging Pulleys meet the CE Machinery Directive 2006/42/EC and UKCA Sup - ply of Machinery (Safety) Regulations 2008 standards. iscwales.com ISC 200 SERIES RIGGING PULLEY NEW PRODUCTS

Z ipZag is a gravity-fueled aerial amusement ride suited for indoor or outdoor applications. Riders are harnessed with their lanyards connected to a trolley that travels along an overhead rail that curves and dips. The ZipZag is fully customizable to fit space and design requirements. In addition, there are options for different platforms, multi-stage rides, and the Freerun parkour system. A ZipZag installation includes trolleys, harnesses, staff training, and rigging load assessment. It meets ASTM F24 and ADIPS standards. zipzagrides.com zipzag

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RYZE ADVENTURE PARK Despite pandemic-related delays and obstacles, a new challenge structure has risen in the suburbs of St. Louis.

By Peter Oliver

A century ago, the jungle gym introduced multiple choice to playground fun. It wasn’t just child’s play, though—it presented a multifaceted physical and mental challenge. As it morphed through the 20th century, swings, ropes, slides, climbing hand holds, and various structural config - urations were added and attracted new participants. Jun- gle gym components were incorporated by the military in basic-training courses; ninja courses are among the latest variants. RYZE Adventure Park, which opened this past September outside St. Louis, represents the latest incarnation of the jun- gle gym. The centerpiece of the park is an 18-pole, four-level KristallTurm structure with more than 100 different challenge elements. Some elements are easy enough for a four-year-old to negotiate, some are so demanding that even athletic adults might be overmatched. The idea, reaching back to the original jungle gym concept, was to allow and encourage participants to test their physical and mental limits.

“Challenge by choice” is the operative concept, according to Mark Da Costa, CEO of Aerial Attractions, which designed and built the RYZE structure. At various levels and junctions, par- ticipants are presented with choices—say, a bridge, a swing, and a zip line—of varying difficulties, and proceed in the direction that their inclination and physical ability dictate. “We want people to be able to climb with confidence,” RYZE partner Greg Hoffmann told Terrain, a local magazine. “If they can overcome their fears here, then they can use that to accomplish other things in their lives.”

GETTING STARTED

Hoffmann and RYZE managing partner Tony Holt teamed in conceiving the new park after the two had collaborated in operating an indoor family entertainment center in the St. Louis area. When visiting the International Association of Amusement Parks and Attractions (IAAPA) show in Europe in 2016, they saw a KristallTurm structure—basically a massive

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modern jungle gym in a star shape—and became inspired to move in that direction.

Opting for outdoors. At first, Hoffmann and Holt considered bringing the concept to an indoor space, but soon decid- ed that something outdoors made more sense. For that, they purchased a four-plus-acre plot in suburban Maryland Heights, Mo. It sits in an ideal, highly visible location near the intersection of Interstates 70 and 270. Holt says that the RYZE park is pretty much the only game in town. There is another smaller, comparable indoor facility in the greater St. Louis area, says Holt, but nothing outdoors. To make sure they got all the site elements right, the duo enlisted the design and construction expertise of Aerial At- tractions, which plotted out a structure that features, among other elements, zip lines, bridges, swings, climbs, balance challenges, a boulder crossing, a free fall, and even a bicycle on a beam. Implementing challenge by choice. The choice-of-challenge concept required, in some instances, a mix-and-match ap- proach. For example, because the first level of the RYZE tower is geared toward four- to seven-year-olds, it was equipped with a kid-friendly continuous belay system. At upper levels, aimed at adults seeking a higher challenge level, a CliC-iT smart belay system was the way to go. Because various junction points presented challenges of varying difficulty, a color-coding system, similar to the system used for grading ski-trail difficulty, was put in play for guidance. With more than 100 challenge elements within a fairly com - pact structure (the tower covers about a quarter of an acre), RYZE might seem to be courting a traffic jam during busy periods. But Holt insists that inherent in the design—basi- cally 50 triangles, each presenting three or four challenge choices—is a traffic-flow pattern that spreads people out. As a result, the course can comfortably handle more than 100 people at a time, Holt says.

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The RYZE climbing structure offers several different levels of challenge, allowing participants to create their own path at juncture points.

Mini golf has not only proven to be a great revenue source for RYZE, but it also serves as a gateway to the climbing structure for a less than adventurous local community.

PLANNING FOR PROFITABILITY

Well-rounded offerings. The challenge structure is, of course, the centerpiece of RYZE, but it is not the park’s only revenue source. Mini golf is another. This had been “one of the stron - gest activities” at the indoor family center, according to Holt, and it provides an “easy on-ramp” to the tower both from a challenge and price perspective, as it costs just $10 a round. In addition, golf is a great kids and date-night activity, says Holt. The partners also built a $100,000 food and beverage facility to serve snack foods like hot dogs and nachos. They financed the entire $4.5 million installation through a hybrid 504/7A loan from the Small Business Administration as well as the personal investments of the four partners—man- aging partners Holt and Hoffmann, and two silent partners— involved in the project. Doing the math. By studying a number of similar installations around the country and consulting with industry experts, the RYZE partners projected that the park would attract 30,000 visitors annually while remaining open year-round, weather permitting. With tower climbers paying roughly $40 apiece, and with ancillary revenue from mini-golf and food and bev- erage tossed in, a return on investment could comfortably be expected within a fairly tidy three- to four-year range. By early 2020, a satisfactory design had been worked out. Holt and Hoffmann, guided by Da Costa, were ready to build. Everything was lined up and ready to go.

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And then things started to go a little haywire.

CONSTRUCTION DURING COVID

The whole construction process became what Holt calls a “clowns into a car, clowns out of a car” series of complications and setbacks, brought on at least in part by the arrival of the Covid pandemic. Materials were held up in transit, construc -

tion workers from Europe were forced into remote quaran- tine, local utility companies were slow to respond, banks were clogged with loan backlogs. In general, things in the overall building process that Holt believed should have taken days or weeks took months. Building materials manufactured in Spain, for example, got held up in port there because the shipping containers needed to transport them to the United States were nowhere to be found. The materials were also put on what Holt calls “agricul- tural hold,” for reasons that to Holt remain mysterious. It was

as if the building materials were “in no-man’s land,” he says. “Several times, I had no idea where the shipment was.”

Da Costa, whose Germany-based company has global reach, has a less downbeat recollection of the shipping hold-ups, which he presumably believed were par for the course when doing intercontinental business during a pandemic. “Actually, things went pretty well given the situation that was happen- ing worldwide,” he says.

Quarantines and utilities . When, per Da Costa’s recommen-

A $100,000 food and beverage facility with a snack stand and outdoor seating near the adventure course is proving to be a significant revenue driver for RYZE, especially when school groups are on site.

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dation, Holt and Hoffmann chose to go with a 10-man team of specialty construction workers from Europe rather than with local contractors—under the premise that knowledge- able workers could reduce the construction time by half, and hence the cost—the pandemic tossed out another stumbling block. Some members of the construction team had been in countries from which direct U.S. entry was not permitted due to Covid restrictions. As a result, they had to remain in quar- antine for a couple of weeks in Costa Rica, from which they would then be allowed to enter the U.S. post-quarantine. (It could have been one of several countries, but Costa Rica was chosen, says Da Costa, “because we like to surf.”) The Costa Rican layover resulted in an extra expenditure of $30,000. (On the plus side, local construction unions, aware of outside specialists being hired to do the work, did not put up a stink. And some local construction workers—a crane operator and a welder, for example—did pitch in.) Utility hook-ups became a major headache. “The biggest issue was getting water,” says Holt. “It took four months. At one point, six different companies were trying to put in a fire hydrant.” Electric installations were similarly delayed. Delivery of a lighting package—“just bulbs and ordinary fixtures,” says Holt—was held up for three months, a delay suppliers blamed on back-order congestion and other obstacles. The financial piece of the puzzle hit a Covid headwind when “banks ground to a halt,” says Holt, as they became entangled in Covid-related lending complications. “People [at the bank] were busy doing things they had never done before,” says Holt. Construction delays, of course, are nothing new, and, as Da Costa suggested in reference to the trans-Atlantic shipping, hold-ups were to be expected. Nevertheless, falling months behind schedule was a cause of frustration for Holt and Hoffmann.

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STRONG START

Finally, Holt and Hoffmann were able to open the park in mid-September 2021. The initial response from park guests, says Holt, “was really good”—a response that Holt believes was far from certain in a community (greater St. Louis) not necessarily known for an adventurous streak in its recreation- al choices. “It is not an active market,” says Holt. Aside from the climbing structure, mini golf has performed as expected. And after the park’s first month, the food and beverage facility proved to be a significant revenue generator. School groups are expected to be a major RYZE constituency, and “schools absolutely burn through the concessions,” says Holt, sometimes spending hundreds of dollars in an hour. It is too early in the life of RYZE for expansion plans, but there is space available, says Holt, should they decide to add on to the existing tower, build another structure, or introduce a new activity. However, after their first, chaotic passage through the construction gauntlet, Holt and Hoffmann are presumably not rushing to upgrade any time soon.

Remember, too, that today’s best prac- tices will still serve you well when the hiring tide turns again.

NOW HIRING A rundown of current best practices for recruiting and hiring new staff.

RECRUITING STRATEGIES

We all know it takes time to find the right people, whether a park manager or a guide. So, you shouldn’t wait until you have an opening to begin recruit- ing. Even if your operation is year- round, hiring likely ebbs and flows with the season and the availability of your staff. Use the resources at your disposal to continually build your network and pipeline of potential candidates, so you have a pool of people to reach out to when the time is right. Create a pipeline . Include an employ - ment page on your website where applicants can send in their resume at any time. Get to know staff at the local climbing gym or the YMCA and invite them to come climb at your park. Be visible and involved in industry groups, both in person and virtual, so that po- tential applicants recognize your name and brand. >> continued

CANDIE FISHER, President, Outdoor Venture Group

Finding and hiring staff is tough right now, but you already knew that. I wish I had some earth-shattering advice, or a secret source to find can - didates that are customer focused, team oriented, passionate, and—per- haps most importantly—available. Alas, no one can magically solve the staffing issues we’re experiencing. What I can do, though, is tap my years as a recruiter and executive in the outdoor industry and share sev- eral best practices to help you with hiring in this challenging market.

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game, so the more people that see your posting, the better your chances are of filling openings quickly. The market has changed, so your postings likely need a refresh to appeal to current job seekers. Postings should reflect your brand and the benefits of working at your park. Younger workers are especially attracted to companies that have a purpose and strong sense of mission. Make sure that your compa - ny values are reflected in job descrip - tions and that the tone of the descrip- tions matches your culture. Also, offer a preview of what it’s like to work there. For example, shoot a few employee testimonials with a smart- phone and include those in the posting. Make it easy. Don’t make jobseekers jump through too many hoops to apply. Screening questions and online skill tests can certainly help save you time by pre-qualifying applicants, but in this mar- ket, many qualified applicants will just move on to the next posting rather than spend time on online pre-screening.

In general, make your application process as quick and frictionless as pos- sible to get as many applicants as you can. Yes, it will take a little more time on your end to sift through, but you will hopefully get a higher volume of candidates and increase your chances of finding the right fit.

NOW HIRING

Active recruitment. Of course, there will be times when you are actively recruiting to fill specific positions. Use your communication channels, includ- ing your email list and social media platforms, to advertise open positions. Post signs at your park and include your employee value proposition. Your guests and staff will always be your best sources for new staff, so make sure they are aware that you’re hiring and ask them for referrals. If you’ve built a pipeline during your downtime, use that network to get the word out as well. Job listings . On your website and job posting sites, make sure that your job postings are accurate, up to date and fresh. Applicants will shy away from applying for a role that looks like it was posted months ago, so you want to sig- nal that you have immediate positions available to generate the most interest. Consider paying for sponsored post- ings to drive the most visibility for your open position. It’s ultimately a numbers

THE HIRING PROCESS

When you do get applicants for a posi- tion, treat them with the same courtesy and respect as you would a guest at your park. Even if you don’t plan to interview an applicant, follow up and thank him or her for their interest. For those you do interview, make sure to let them know in a timely manner after- wards whether they are a fit or not. Think of it like this: Every interaction is a reflection of your brand and the expe - rience that potential guests can expect, even if those “guests” are job applicants. Sense of urgency . Keep in mind that the market is moving fast. If you are trying to fill an immediate role, move candi -

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and are using different sources for job postings. Consider implementing an applicant tracking system (ATS) platform to make your hiring more efficient and applicant communication more effective. There are myriad ATS options avail- able—from comprehensive systems designed for large companies to simpler systems with fewer functions but a much smaller price tag. For most adventure parks, a low-cost applicant tracking system will do the trick. It can

help organize applications, respond to candidates, and track people through- out the interview process. An ATS is also a great place to store those prospective candidates in your pipeline, so that you can reach out to them as new openings arise. Using an ATS can go a long way toward making the application and interview experi- ence a positive one for both your team and the applicants. Competitive package. With wages rising in the hospitality industry as well as other outdoor industry businesses, competing on pay is getting more diffi - cult. Get to know your local job market and who you are competing against for staff. How does your offering compare? You might need to look at your com- pensation ranges to stay competitive, but there are other things that jobseek- ers find important, too. Think about what makes your compa- ny and workplace special. Is it a great team? Free climbing? Working outside? Flexible hours? A company culture where employees feel empowered and valued? Now is a great time to think about what more you can offer, too, whether it be career development, paid time off, or other ancillary benefits. As you consider your employee value proposition, remember that often your best resource for finding new employ - ees is your current team members—at least they should be. In order for your staff to be your greatest recruiters, they need to love what they do and work in an environment that they’re proud to recommend to their friends. If you take care of your people, they will take care of you—and help spread the word about how awesome it is to work at your park.

NOW HIRING

dates through the process with a sense of urgency. Good applicants will likely have multiple offers to choose from, so get yours in front of them as quickly as possible to avoid losing them to anoth- er opportunity. Applicant management. It can be tricky to manage applicant communication, especially if you have multiple openings

BE A PART OF A COMMUNITY OF YOUR PEERS IN THE CHALLENGE COURSE INDUSTRY!

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Implementing these practices won’t necessarily make hiring effortless, but they will help you build a sturdy foundation for recruiting over the long term. Developing a strong reputation as a great place to work—and even a great place to interview—is an ongoing pro- cess that will pay off through the ups and downs of the labor market.

• Job Posting Board • RFP Opportunities

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THE QUESTION: What kind of physical shape do you need to be in to participate? PARK SPY

This question—or some version of it—is a staple on adventure park FAQs pages. Most attractions have at least some height, weight, and/or age requirements spelled out online as well. Not all attractions are the same, of course. We know that some zip lines and ropes courses require a greater degree of physical fitness than others. The point of this Spy Mission wasn’t to call out whether an adventure activity was more or less accessible. Rather, we wanted to see if staff were at least as knowledgeable as their park’s websites. Some were, and some weren’t. Did a guest ask a question that baffled you or your staff this season? See how other parks tackle it—send your ques - tion to the Spy via [email protected]. If we use it, your park will be spared for that issue.

PARK #1, TN First contact: Male. API: Stated question.

requirements and recommendations, though. He didn’t need to give me that detail, but there’s no reason not to send me to the web page for more info.

do have a weight limit in place—that’s how our stop system is calibrated, so they do need to be at least 70 pounds in order to go. And if anybody is over 250, we can’t send them. API: OK. That’s good to know. Staff: (silence ...) API: OK. I think I’m good. Is there anything else I should know? Staff: Um, I mean you can definitely check out our website. If you go onto [specific page], you can see other people’s experience of it. Um, the whole thing does take about 3.5 hours to complete. It’s [describes number of features on the course] and those two short hikes. API: OK. I’ll go check out the website. Thank you. Staff: You’re welcome. Have a good one. Score: 6 Comment: Her detailed description of the activity and advice to check out the website for more info were great. Her honesty about the more extreme aspects of the experience was also valu- able, but I was surprised how nervous her description of the braking impact made me for the safety of my imagi- nary group. Phrasing matters. I also had to prompt her for more info, and that awkward silence … lost her points.

Staff: As long as you are comfortable walking up and down a couple flights of stairs and standing up for over an hour at a time, you should be fine. API: Is there a lot of standing and waiting? Staff: Yeah, you need to be comfortable stand- ing for sure, and you need to be comfortable climbing stairs. But we have people that are in their 80s and 90s that do it, and we have kids all the way down to seven years old that do it. It’s something that anybody can do as long as they’re comfortable moving around. They’re not hurried or rushed at any point. They can move at their own pace. API: That’s great. We are a big multi-generation- al group. Staff: We have that all the time. We have groups of 10 or 12 that are all one family and anywhere from 7 to 70, so … API: Oh, awesome. Thank you so much. Staff: OK. No problem. Score: 7 Comment: Not bad. He was very reas- suring. The website for this company offers a bit more detail about physical

PARK #2, NC First contact: Female. API: Stated question.

Staff: Um, so you need to be in a little bit of shape, but it’s not really like super exertive. The main thing is that there are two short hikes, so you need to be able to complete three- to five-minute hikes. The stops are pretty abrupt, so you need to be able to take that kind of impact. Other than that, that’s really the only shape you need to be in. API: So, we’re like a multi-generational group, with some kids and younger grandparents. Are they going to be OK on that? What kind of impact are we talking about? Staff: So, you are going from 35 miles per hour to zero. It’s not like—we wouldn’t do it if it wasn’t safe, but it is abrupt. Like, you don’t really expect it on the first one. After that first one, it gets pretty easy because you know what you are expecting. For the kids, we generally don’t recommend that anybody under 10 go. And we

PARK #3, TX Answering phone: Automated machine. Chose 0 for general inquiries. First contact: Female. API: Stated question. Staff: Yeah, um, so, um, so our first, um, uh, requirement is that everyone falls in between our weight limit, which is 50 pounds to 250 pounds. And then in terms of, um, physical, like being able to walk and such, we typically say if you are doing the full tour, which is all [# of lines], every - one needs to be able to walk a mile. Um, there is, um, there is one hill after line #. It’s a little bit of a hike. So those are just some things that we say you should be aware of before you, um, come on a tour with us. API: So, by a little bit of a hike, is it strenuous? Staff: No. Um, it’s just this little bit of a hiking trail that goes up a hill. And we just ask that if you are not good at going up stairs or you have bad knees or something like that, that you be aware that you are going to have to hike up that one section. Um, but then, generally speaking, the rest of the tour is just walking along flat trails, so it’s, uh, not too bad. API: Great. Good to know. Thank you so much. Staff: Absolutely. Is there anything else I can help you with? API: I think that’s it unless there is anything else I should know. Staff: No, I think that’s all I would say to know beforehand, just to be aware of that. API: Great. Thank you. Appreciate your time. Staff: No problem. Hope to see you soon. Score: 5 Comment: So, um, there was useful information conveyed in this conversa- tion, it was just buried in between filler words (um, uh, so, like), which made the staffer sound unsure about the information she was conveying, which didn’t fill me with confidence.

Staff: OK. Perfect. No problem. Do you have any other questions for me? API: No, that was it. Thank you. Staff: OK, beautiful. Feel free to call us back if you need help with anything else. I believe we have an awesome video on our website now that kind of shows a bit of an overview of our course, too, if you want to look that up so people can kind of see what you get to do. API: Oh, cool. I’ll go check that out. Staff: Perfect. Well, feel free to call us back. API: Will do. Score: 10 Comment: Crushed it. She was almost as detailed as the FAQs page and way more personable. She asked good questions and responded to my answers in ways that were polite and helpful. I’d be stoked to bring my imaginary crew here. Identity Revealed: Kohala Zipline Debrief: 1) Every one of these staffers should have direct - ed me at one point or another to their company website. All of these operations have information on their FAQs pages or elsewhere online that could help answer my question and/or help move me into the booking funnel. If you don’t have FAQs on your website, add them—many consumers go online first. And if you already have a great website with a booking platform, staff should direct potential customers toward it for more info if callers aren’t ready to book on the phone. The corollary to that, though, is to make sure staff don’t send callers to the website without also making the most of the opportunity to engage with them on the phone—that first impression matters. 2) Some aerial adventures are extreme and/or require a higher degree of physical fitness. That’s not a bad thing. Think about the language staff use to talk about risk, thrills, and, perhaps, brak- ing impact. You can be honest without turning off guests that might otherwise be eligible and interested participants. 3) Where has curiosity gone? It’s alarming how few of the staffers asked me any questions about the trip I was planning or whether I had specific concerns. You can ask questions without prying. A little bit of curiosity about the person on the other end of the line can go a long way, and may be the difference between a booking and a lost customer.

weigh at least 70 pounds, and no one over 250 pounds. And I do recommend when you make your reservation that you call directly. [Describes a third-party charge for booking through the website.] API: Ah, OK. Great. Staff: OK?

API: OK … Well, thank you. Staff: You are so welcome. Score: 2

Comment: “Anybody can do it.” Except, turns out later in the call, that wasn’t completely true. She seemed in a rush to either book me or get me off the phone. Little was done to assuage my concerns about the physicality of the ac- tivity. And she cut me off—twice. Rude.

PARK #5, HI First contact: Female. API: Stated question.

Staff: OK, awesome, yeah. So, our tour is about three hours long. You would do # zip lines, # sky bridges, and a rappel. There is a short hike in between, at about our halfway point, where you would be walking up a short flight of steps. So, really, we just want people to be comfortable on uneven terrain. The bridges are a little wobbly, but it’s nothing too crazy. And then we do have a weight limit. We require everyone to weigh between 70 and 270 pounds. API: And the hike and the stairs, is that a strenu- ous uphill climb or just a little walk in the woods? Staff: So, the sky bridges vary. For the most part, they have a plank running down the center, and on some of them you are stepping plank to plank, but it’s not too difficult. And then the hike is going to be up some stairs. It’s like 25 small stairs, but in the forest. So they are wood- and mud-created stairs up to our little halfway point where you’ll have a water break. API: Oh, nice. Staff: Yeah. And do you have anyone that’s worried about anything or any physical ailments that might make things tougher? API: We’re just a multi-generational group, with some younger grandparents and kids and things, so I just wanted to make sure. Staff: Fun. We’ve had people of all ages on our course. Our minimum age is eight years old, and they must weigh 70 pounds. But yeah, we’ve had all kinds of people with us, and they love it. API: Well great! Thank you so much. Staff: You’re welcome. Did you want me to look ahead at any dates for you? API: We are still just doing our research, but I appreciate the offer.

PARK #4, CA First contact: Female. API: Stated question.

Staff: (cuts in) Anybody can do it. Really, you don’t need to be athletically inclined at all. API: Oh, cool. Good to know. Staff: OK. Did you want to make a reservation, or…? API: Not yet. I’m just doing my research and figuring out what the family would be keen on, but they’re— Staff: (cuts me off) OK, we have some limitations. Children need to be at least 10 years old and