Case Study #3 – U.S. National Whitewater Center
Strategic Issues and Problems
U.S. National Whitewater Center in Charlotte, North Carolina has fallen short of revenue expectations the first two years of operation. The center has not generated the attendance they predicted and the attendance even dropped during the second year of operations, which resulted in the short fall of revenue. The Center has also received some negative publicity due to road access issues, implementation of the new parking fee and government funding having to assist with loans. The Center also increased their prices after only one year in business.
The Board of Directors of the U.S. National Whitewater Center has to determine how to increase their revenue
Below are some alternative options: Options | Target Market | Pricing | Marketing | Activities | Extreme | Extreme Outdoor Enthusiasts | Set pricing per activityOffer passes for frequent use | Target Extreme Outdoor community thru popular websites and magazine | Keep current activitiesAdd extreme levels to each | Casual | Any Level of Outdoor Enthusiasts Including Families | Pricing varies based on level of activity (novice vs. extreme)Offer passes for frequent use | Target Outdoor Enthusiasts and active families thru social media and local schools and local groups | Keep current activitiesAdd instructional activities | Recommended Action It is recommended that USNWC implement the casual strategy going forward. The extreme strategy is being rejected due to limiting the market to just the extreme outdoor enthusiast. Though this is a large market and could potentially bring people in from across the nation, it also limits the true repeat customer who lives locally and could benefit from the center on a more frequent basis. Also, as stated before, the center cannot stick with its current strategy due to it is not generating the revenue projected or bringing in the attendance anticipated.
Implementation Plan USNWC needs to begin their new strategy with focusing on the types of activities they are offering and to whom they are offering these activities. With the