We’re a week into the new year, and for outdoor summer attractions, plans to reopen in a few short months are in full swing. While it’s important to look ahead, start fresh, and follow the rest of your favorite New Year’s mantras, looking back could be one of the most important things you do for your outdoor summer attraction marketing strategy this year.

Here are 4 things to reflect on from 2015 that can help bring your 2016 plan into focus:

1. Core User Studies. As Chuck discussed in an earlier blog, your most important resource for your 2016 destination marketing strategy is your customers. With that in mind, you (hopefully) conducted a core user study in past seasons or have access to 20-25 core users so that you can conduct one now. The insights you get from a core user study will be helpful as you plan everything from preseason ticket sales to opening day events to keep your audience informed and engaged all season long.
2. Employee FAQs. Ask one of your employees what the most frequently asked questions from visitors were last year, and he or she could easily rattle off a half dozen or more. Ask this of several employees and you might start to see a pattern. Questions about parking, accessibility, food, wait times, and other issues can indicate room for improvement not only in your operations, but also on your website and in your 2016 marketing materials. Your employees have many touch points with your customers and can offer valuable insights into how to make the visitor experience run smoothly.
3. Social Media Reviews. During the summer season, it can be difficult to carve out a couple of hours to read through social media reviews. Your social media team (hopefully) considered each review when it was posted and responded accordingly, but these reviews contain much more than complimentary or negative words from visitors. They are personal stories that can serve as their own mini core user studies. With permission, use quotes from positive reviews as testimonials on your website, and look to negative reviews to help clarify messaging in your marketing materials.
4. Content Metrics. Take a look back at which content was the most successful over the past season – and what failed. This can help you adjust your content calendar for the coming year and think about how you can change your content strategy based on what your customers want to hear and see from you.

Customer feedback is one of the most valuable marketing resources you have at your disposal. Whether it comes in the form of responses to questions in a core user study, second hand from your employees, or unsolicited on social media, input from last year’s visitors can and should help drive this year’s strategy.