News Archives - Brandt Information Services

Mastering Email Engagement Through Subscription Groups: Putting the Right Message in Front of the Right Customers

January 28, 2025/in Marketing, News

Brandt’s optional marketing service, Atlas CRM, enables you to send automated emails to your license-purchasing customers. In email marketing, delivering the right message to the right customer is crucial for driving engagement and minimizing unsubscribe rates. To achieve this, it’s important to understand the distinction between segments and subscription groups. While both are powerful tools, they serve unique purposes in tailoring communications to your audience.

Segments: Driven by Customer Actions

Segments are built using a customer’s profile information, purchase history, and mobile app data. By leveraging this data, you can create targeted campaigns based on:

Profile Information: Details like name, address, phone number, and email.

Purchase Data: Insights from licenses, applications, or campground reservations.

Mobile App Data: Metrics such as app version, app usage, or whether the app has been uninstalled.

Segments provide a dynamic way to target customers based on their actions, behaviors, and interactions with our system. For example, you could send a renewal reminder to customers who purchased a fishing license last year or a prompt to re-download your app to those who recently uninstalled it.

Subscription Groups: Driven by Customer Interests

Subscription groups, on the other hand, are a select group of customers who have opted into specific content topics. These groups reflect a customer’s interests and allow for deeper customization and personalization in marketing campaigns.

Examples of subscription groups include:

Fishing

Hunting

Wildlife

Camping

Conservation

Newsletters

By offering customers the ability to choose which topics they receive communications about, subscription groups deliver more relevant and engaging messages—resulting in higher engagement rates and lower unsubscribe rates.

The Difference: Actions vs. Interests

Segments: Built from customer actions (e.g., purchases, app interactions).

Subscription Groups: Built from customer interests (e.g., content topics they’ve opted into).

Both play a crucial role in email marketing, but subscription groups excel at fostering a personalized experience, ensuring customers only receive messages they’re genuinely interested in.

Best Practices for Building Subscription Groups

To maximize the effectiveness of subscription groups, follow these double opt-in processes:

For Current Customers:

Email customers a link to manage their subscription preferences.

Direct them to a webpage with subscription group categories.

Send an opt-in confirmation email after they make their selections.

For New Customers:

After creating a profile in your system, customers receive a confirmation link via email.

The link directs them to a webpage where they can choose subscription groups.

Send a welcome email confirming their selections and introducing the types of communications they can expect.

By allowing customers to choose the topics that interest them, subscription groups:

Enhance personalization.

Increase engagement rates.

Reduce unsubscribe rates.

A well-executed subscription group strategy ensures your emails provide value, build trust, and keep customers coming back. By combining the insights of customer segments with the interests reflected in subscription groups, you can deliver tailored, impactful marketing campaigns that drive results.

Brandt Earns Spot on the 2025 GovTech100 List

January 21, 2025/in Careers, News

Brandt is proud to announce that we have once again been recognized by Government Technology as a GovTech 100 company for 2025! This prestigious list celebrates companies driving innovation and technological advancements for state and local governments.

At Brandt, we remain dedicated to enhancing the outdoors experience through innovative technology solutions that provide seamless consumer interactions and empower state agencies with valuable revenue-generating tools.

“For the last decade, the GovTech 100 has been a cornerstone for curating companies focused on state and local government as their primary customer,” said e.Republic President Dustin Haisler. “It has become a platform for validating the incredible innovation in this market – from early-stage startups to publicly traded enterprises. With the rise of exponential technologies and evolving behaviors, the market activity, in many ways, feels like it’s just heating up.”

The GovTech 100 will be featured in the January/February issue of Government Technology magazine and the list is available online at Gov.Tech.com.

Right on Target: Turning Hunter Ed Graduates into Hunters

December 16, 2024/in News

Every year, thousands of individuals complete their hunter’s education certification but do not purchase a hunting license. Where do they go? This gap presents a significant opportunity for wildlife agencies to close the gap. Understanding this behavior and addressing it with effective solutions can bring more people into the field, ensuring the longevity and funding of conservation efforts.

Brandt’s licensing platforms currently integrate with seven Hunter Education certification vendors, including Kalkomey, NRA, and Outdoor Smart. When a customer completes a hunter education course, the vendor sends the public user completion notice to the licensing system via API. The certification number is stored on the customer’s profile for law enforcement use when validating a customer’s profile in the field. This API integration streamlines the process for agencies and users by automatically updating and avoiding mistyping.

Our platforms also include event and volunteer management which state agency educational divisions leverage to operate their in-person safety education courses. Upon in-person course completion and the volunteer passing the student, the hunter/safety education unique identification is automatically add to the customer’s profile.

Closing the Gap

Brandt’s Atlas Marketing CRM offers a powerful tool to tackle the education to license gap. Using data across online education vendors, in-person classes, and purchase history, Atlas can identify individuals who have a hunter’s education completion on file but have not yet purchased a hunting license. This filtered segment allows us to create highly targeted marketing segments.

Atlas can send automated emails or push notifications reminding these individuals of the benefits and excitement of hunting, provide tips for first-time hunters, or offer promotions to encourage the purchase of a hunting license. These targeted campaigns ensure that the message reaches the right audience at the right time, increasing the likelihood of converting educated individuals into active hunters.

For example, a recent campaign in Tennessee targeted 108,591 individuals who had completed hunter education but were not current license holders. With an open rate of 36.65% and a click rate of 0.64%, the campaign saw purchases of items like combination hunt/fish licenses and collectible durable cards.

Similarly, a campaign in Kansas reached 140,935 lapsed resident hunters and current license holders, achieving a 39.26% open rate, a 3.00% click rate, and sold various hunting and fishing licenses.

With Brandt’s integrated platforms and Atlas CRM, wildlife agencies are better equipped to turn hunter education graduates into active participants in the great outdoors.

Brandt Unveils Next-Generation Licensing System for Indiana DNR

December 11, 2024/in News

Brandt has launched Indiana DNR’s Division of Fish & Wildlife’s new Activity Hub. This innovative platform will transform how hunting, fishing, and trapping licenses are managed across the state, yet still be familiar to customers.

This launch reflects the shared commitment of Brandt and Indiana DNR’s Division of Fish & Wildlife to innovation and delivering a superior user experience. By streamlining processes and enhancing reliability, the platform ensures ease of use for the public while meeting IDNR DFW’s operational needs.

“We’re proud to partner with Indiana DNR’s Division of Fish & Wildlife to create a system that meets today’s needs and is configurable for future demands,” said Matt Mitchell, Chief Relationship Officer. “We are dedicated to leveraging modern technology to connect people with the outdoors.”

Designed for performance, the Activity Hub minimizes service interruptions, ensuring that Indiana residents and visitors can effortlessly purchase licenses, check in harvests, or sign up for special hunts.

In addition to these core functionalities, the system includes:

Game check-in
HIP registration
Durable license cards
Auto-renewal of licenses
Gift certificates and donations
Commercial licensing and permitting

Future rollouts of the hub will include:

Reserved hunts
Smartphone application
Electronic property check-in
Volunteer and event registration

“I’m thrilled that we will be able to provide our customers with an improved purchasing experience alongside expanded functionalities,” said Amanda Wuestefeld, DFW director. “Transitioning to a new system that provides a better customer experience has been an incredible effort that our staff have been working toward for several years.”

Brandt’s expertise in outdoor recreational systems has enabled IDNR’s DFW to enhance its licensing operations with a modern, reliable solution. This milestone marks the start of an exciting new chapter for the state’s outdoor enthusiasts. Brandt is honored to play a role in making this vision a reality.

Visit the Activity Hub at https://www.gooutdoorsin.com/login.

About Indiana Department of Natural Resources’ Division of Fish & Wildlife
The mission of the Division of Fish & Wildlife is to enrich the quality of life for present and future generations by balancing the biological, ecological, recreational, and economic benefits of Indiana’s fish, wildlife and their habitats.

About Brandt Information Services
Brandt Information Services is a leading provider of innovative software solutions for government agencies and private organizations. With a focus on improving operational efficiency and user experience, Brandt offers a wide range of services, including licensing and registration systems, payment processing, and data management solutions. With a strong commitment to client success, Brandt continues to deliver cutting-edge technology to simplify complex processes and empower organizations to achieve their goals.

Pitching Together: Cross-Promoting Parks Reservations Products

December 3, 2024/in Development, News

Cross-promoting products and services during a customer’s journey can be a game-changer for expanding adoption and introducing new offerings to a highly relevant audience. At the heart of successful cross-promotion is a focus on relevancy: matching customers’ immediate interests with tailored suggestions, adding value to their experience while boosting sales.

Cross-Promotion Relevancy is Key

When a promotion is relevant to a customer’s purchase journey, it holds greater impact and resonates with them, creating a sense of added value.

Brandt learned valuable lessons in cross-promotion through our efforts with the South Dakota GFP Park Entrance Licenses.

As an example, Brandt collaborated with South Dakota Game Fish & Parks (GFP) to increase customer satisfaction during their peak reservation surge in February 2024. In South Dakota, in addition to a campsite reservation, customers need a Park Entrance License (PEL) which is printed and mailed by GFP staff. Customers typically wait to purchase their PEL until the weather starts to warm, which causes a backlog of fulfillment obligations for the agency and slower delivery timing for the public customer.

Brandt and GFP implemented a cross-sell option on reservation purchases to suggest that the customer also purchase a PEL during checkout. The goal was to bring in the PEL sales earlier in the year in order to smooth the fulfillment spikes for GFP staff and streamline the reservation process for public customers – and it was a success! We created two spikes in PEL sales much earlier in 2024 than in 2023 which aligned with GFP’s big reservation opening windows where the cross-sell had the most exposure.

Combining Data from Parks & Licensing for Powerful Marketing

Cross-sell opportunities are not limited to just parks reservations. Cross-divisional opportunities allow shared audiences from sister divisions or departments to expand the market reach into untapped user segments.

Cross-promotion opportunities multiply when data from park reservations and licensing systems are integrated into a downstream Marketing Automation CRM. By blending parks reservation data with licensing information, you can create targeted campaigns, such as sending fishing license offers to parks reservation customers who frequent areas with lake or river access.

Segmenting audiences based on interests amplifies the impact of email marketing. Campaigns targeting public customers with a history of purchasing fishing privileges or visiting parks through online systems resulted in higher engagement rates than broad campaigns.

Leveraging Marketing Automation CRM

Brandt’s Marketing Automation CRM ingests customer license and reservation permit data, and can automatically trigger a follow-up email promoting fishing licenses or gear rentals before their stay. This approach boosts sales and enhances the customer’s trip by aligning with their planned activities.

A suggested marketing automation play for park entrance license purchasers includes a drip campaign that delivers helpful resources — tips on rv camping, tips on wildlife viewing, a reminder to buy a fishing permit, suggested park merchandise to purchase, or information about an event they can register for online.

Digital Advertising

Digital advertising provides an opportunity for reservation promotions without needing direct customer data. Google search behavior, for example, lets us target users searching specific topics, such as “camping in South Dakota” or “reservations for state parks.” With this approach, we reach potential customers who may not yet have a fishing or hunting license but who are searching for related outdoor activities.

Maximizing Engagement Through Data-Driven Cross-Promotions

Through thoughtful cross-promotions, reservations and licensing systems can expand product adoption and enrich customer experiences. By focusing on relevancy and using data integration across parks and licensing platforms, we build compelling customer journeys that resonate with their interests. The result is a win-win: customers discover services that enhance their outdoor experiences, while agencies and vendors see increased engagement and revenue.

As Brandt continues exploring cross-divisional partnerships, leveraging seasonal events, and implementing digital advertising, we can grow our audience in innovative ways, reinforcing the appeal of outdoor recreation for every type of adventurer.

The Power of Paperless: A New Era in Outdoor Recreational Digital Licensing Documents

November 7, 2024/in Development, News

As the world embraces sustainable, digital solutions, government agencies managing fishing, hunting, and boating licenses are making big strides. For outdoor enthusiasts, going paperless benefits the agencies and the public alike; it brings convenience, cost savings, and environmental benefits.

Oregon’s Big Win: Over A Million Dollars Saved with Paperless Tagging

The Oregon Department of Fish and Wildlife (ODFW) previously used ruggedized paper for license tags, a durable but costly material. In 2018, ODFW replaced these physical tags with e-tagging and print-at-home options thanks to its Brandt licensing system available functionality.

By shifting to paperless tagging and print-at-home options, ODFW saved $1.4 million in its first year, including a substantial $240,000 in postage and mailing expenses alone. This digital transformation eliminated the need for specialized license-printing hardware at retail agent locations, reducing costs and making the tag process more efficient.

E-Tagging in Idaho: Transforming Salmon and Steelhead Permits

Idaho Fish and Game (IDFG) recently implemented e-tagging for Salmon and Steelhead permits, allowing users to submit harvest reports digitally through Brandt’s licensing system. Since Idaho’s Salmon and Steelhead digital e-tag launch in April 2024, 23% of 43,678 permits were for digital-only tags, and the adoption will continue to grow. Customers who purchased permits online opted for the digital e-tag 96% of the time. Most Idaho anglers purchase their permits ahead of the season before e-tagging was available. These numbers reveal the growing interest in convenient, digital solutions that eliminate the need to print, mail, store, and potentially lose physical tags requiring legal replacements.

Mobile App Permits, Tags & Digital Notching

For anglers and hunters, Brandt’s public mobile apps offer a convenient way for public users to store credentials digitally, eliminating the need for physical copies and reducing paper waste. With licenses, permits, and tags accessible directly on their phones, users no longer need to worry about misplacing a paper version, aligning with both convenience and sustainability goals.

Brandt’s mobile apps include the ability, at the agency’s discretion, to allow public users to sync hunting tags digitally and “notch” the tags on their phone, fully removing the previous paper requirements.

Electronic Boat Registration Options

For boaters, Brandt’s licensing systems include a variety of electronic options for boat registrations including digital-only registrations, online renewals, and digital registration “cards” in Brandt’s mobile apps.

Gone are the days of mailing or driving in paper registration forms to wait in line for more paper to bring home. At the agency’s discretion, public users may submit all necessary information and documentation via online form processes to be queued for electronic approval.

Brandt’s mobile apps include the ability to sync all licenses, permits, tags, and registrations including boat registration “cards” in the app. Digital versions are resistant to the damage paper copies often suffer from water exposure, ensuring that critical documents are always accessible and intact. This shift to digital options supports eco-friendly practices in outdoor recreation while enhancing durability and user ease.

The Broader Impact: Why Digital Transformation Matters

Beyond convenience and cost savings, digital recreational permits and tags reflect a commitment to environmental responsibility. By reducing paper production, shipping, and disposal, agencies can significantly lessen their environmental footprint.

Brandt is proud to partner with its partner agencies to implement paperless licenses/permits, public and private mobile apps, and electronic tagging workflows. These solutions represent a modern approach that’s practical for users and aligned with sustainable conservation goals. As more outdoor agencies embrace digital solutions, we anticipate continued reductions in operational costs and increased accessibility for licensed anglers and hunters everywhere.

Brandt is charting the course for a future where conservation goals and enhanced user experience go hand-in-hand — bringing sustainable, digital solutions to outdoor enthusiasts across the nation.

Let the Platform Do the Magic: Atlas Marketing CRM Intelligent Tools

October 23, 2024/in Marketing, News

In today’s digitally saturated world, cutting through the noise to reach your audience effectively is more challenging than ever. It’s not just about delivering content—it’s about delivering it at the right time and through the right channels. Brandt’s Atlas Marketing CRM utilizes two key features that are designed to do just that: A/B Testing with Intelligent Selection and Send Timing Based on Previous Engagement.

A/B Testing with Intelligent Selection

A/B testing has long been a staple of effective marketing; Atlas Marketing CRM tools take it to the next level with multivariant, automatic intelligent selection. Instead of simply running a test and hoping for the best, this feature analyzes campaign performance every 12 hours and automatically adjusts the percentage of users that receive each variant, favoring the version that’s performing better. If a variant is resonating with users, more people will see it; if it’s falling flat, fewer will. This dynamic adjustment ensures that your campaign is always optimized for the best possible performance without manual oversight.

A/B Testing section of a campaign with Intelligent Selection enabled.

Deliver Messages at the Perfect Time

Timing is everything when it comes to engaging your audience; Atlas Marketing CRM tools include the ability to have every end user receive your communications when they are

Scheduling a campaign with Intelligent Timing

most likely to open based on previous send data. Your message will reach users when they’re most likely to engage — whether that’s opening, clicking, or otherwise interacting. This tool analyzes each user’s behavior, determining their personal “prime time” for engagement. The result? Messages are delivered when users are most receptive, leading to higher engagement rates and more meaningful interactions. No more guesswork—just smart, data-driven decisions.

The Power of the Intelligent Channel Filter

Have you ever received both an email and a push notification simultaneously and thought, “Is this necessary?” Atlas Marketing CRM tools include an Intelligent Channel Filter that identifies each user’s most engaged channel—whether it’s email, push notifications, or something else—and ensures that’s where your message lands. No more bombarding users across multiple platforms; instead, meet them on their preferred channel, creating a more seamless and less intrusive experience.

Right Audience + Right Message + Right Time

With Atlas Marketing CRM’s intelligent A/B testing, optimized send timing, and channel selection, Brandt’s Atlas Marketing Coordinators support our clients with fine-tuning their campaigns with data-driven insights and automation.

You can maximize engagement, reduce wasted efforts, and ensure your public users receive messages that matter—precisely when and where they’re most likely to respond. Atlas CRM transforms the way you connect with your audience, bringing smarter strategies and better results to your marketing efforts.

To learn more about Brandt’s Atlas Marketing CRM, click here

Optimizing Offline Functionality: Streamlining Field Operations

October 7, 2024/in News

Today, it seems nearly everyone has a smartphone in hand, from professional meetings to hunting in a deer stand. Mobile technology has become ubiquitous, a constant companion in our daily lives.

Approximately 91% of adults in North America own a smartphone. (Source: Pew Research Center, 2023)

Brandt’s mobile apps offer hunters invaluable tools for quick and convenient access to essential hunting resources. With just a few taps, they can purchase or renew hunting licenses, check regulations for specific game, and even digitally tag a deer harvest, eliminating the need for paper tags. This streamlined the hunting process but ensures hunters remain compliant with local laws while out in the field.

Field Mode and Offline Syncing: A Better Offline App Experience

When operating in areas with poor or no cellular connectivity, Field Mode and Offline Syncing provide a smooth, uninterrupted experience. When the system detects a weak connection, customers are automatically prompted to enter Field Mode, where data is saved locally on the device. Once reconnected to a stable network, customers are asked to exit Field Mode, and all offline data is automatically uploaded to ensure nothing is lost. For added convenience, users receive reminders if they forget to exit Field Mode and can manually toggle the mode on or off via the app menu.

Similarly, automatic offline syncing allows users to maintain functionality without service, enabling access to synced licenses and continued submission of reports and e-tags. Once a connection is restored, all submitted reports are automatically uploaded, keeping users compliant without disruption. This seamless functionality is vital for those relying on outdoor apps in remote regions.

Harvest Reporting and E-Tagging: Keeping Data Accurate, Even When Offline

With offline sync features, customers can still complete the critical tasks of harvest reporting and e-tagging (also known as e-notching) while offline. The mobile app will provide a temporary Harvest Report ID. As soon as the phone regains connectivity (Wi-Fi or mobile data connection), the app will attempt to sync the information back to the system. If the initial attempt fails, it will continue to run syncing functionality until successful. This ensures compliance with regulations and keeps accurate data for conservation efforts.

Harvest data is beneficial to biologists to gather information on species trends throughout the season, adjust season dates if necessary, and plan for where to focus conservation resources. Law Enforcement officers leverage the temporary Harvest Report ID to validate in the field as well as pattern harvest data by customer, county, and species characteristics for potential concerns.

Law Enforcement App: Access to Local Data in Remote Areas

For law enforcement officers working in the field, on-the-go access to customer data is key. Brandt’s Law Enforcement mobile app serves as the private Law Enforcement companion app to provide officers access to customer data in remote areas without service. When cellular signal is not available, the app stores a compressed local copy of the customer information locally on the device for officers to view Customer ID, name, hunter safety certifications, revocations, and currently valid licenses/permits.

Access to this customer data provides critical information for Officers to validate the customer’s offline mobile app information and reduce the opportunity for hunters to evade the law. Officers can quickly check customer data directly in their enforcement app be searching for the customer via name or ID, or scanning the QR codes displayed on the customer’s mobile app screen. The dual authentication of the public customer’s phone and the law enforcement app ensures the integrity of the conservation regulations are maintained.

In an increasingly digital world, the integration of mobile technology is a game-changer for both hunters and law enforcement. Brandt’s suite of mobile apps enhances the hunting experience by simplifying essential tasks like licensing, regulation checks, and harvest reporting, while also ensuring data accuracy and compliance in even the most remote areas. With offline syncing, Field Mode, and specialized law enforcement tools, Brandt empowers both hunters and conservation officers to stay connected and informed. As the outdoors becomes more accessible through these innovations, hunters can focus on their passion while contributing to conservation efforts with ease.

Boater Retention Since 2020: A Changing Landscape

September 25, 2024/in News

Since 2020, Brandt’s customers have experienced notable shifts in demographics, registration trends, and retention challenges. Understanding these changes is crucial for our state partners to adapt strategies that sustain and grow their boating communities. As we analyze these trends, our focus remains on enhancing the experience and engagement of boaters within our partner states.

Trends in New Boat Registrations

One of the most significant trends since 2020 is the fluctuation in the percentage of new boat customers who have never owned a boat before. In 2020, 52% of new boat registrations were from first-time owners, slightly decreasing to 50% in 2021. However, in 2022, there was a resurgence to 53%, indicating a renewed interest in boating among novices. But 2023 saw a drop to 45%, suggesting a potential decline in the enthusiasm of new boaters.

This decline in first-time registrations could be attributed to various factors, including economic conditions and rising interest rates, which may be dampening the ability of new customers to enter the market.

Shifting Demographics: The Age Factor

The age demographics of boat registrants have shifted. In 2023, the average age for new vessel registrations was 49, down from 50 in 2022, showing a trend toward younger owners. Renewals averaged 56 years in 2023, a decrease from 60 in 2022, indicating earlier renewals or continued engagement from older boaters. These trends highlight the need to tailor marketing strategies to a younger audience while keeping long-term boaters engaged.

Vessel Registration: Timeliness Matters

One of the ongoing challenges in the boating industry is the delay between the time of purchase and the start of the registration application. On average, it takes 22 days for a customer to begin their application after purchasing a vessel. Moreover, the average time from sale to reporting a vessel is a staggering 280 days.

This delay is not just an administrative inconvenience; it has financial implications for the state. Unreported sales can result in customers using previous owners’ registrations, which costs the state money.

These trends and challenges point to several key areas for improvement:

Enhance Online Processes: Simplify online applications and renewals to cater to younger boaters and speed up processing times.
Promote Timely Reporting: Use targeted communication, like Georgia’s successful campaign, to encourage quicker reporting of sold vessels.
Tackle Economic Challenges: Address the impact of higher interest rates on boat registrations to support sustained industry growth.

The boating industry is at a crossroads, with shifting demographics and economic pressures influencing registration and retention trends. By addressing these challenges head-on—through better online engagement, timely communication, and an understanding of economic factors—the industry can retain more customers and ensure continued growth. At Brandt, we’ve enhanced these processes by implementing a vessel onboarding email series, sending timely registration expiration and expired notices, and making it easier for customers to notify us online when they’ve sold their vessel. These efforts are helping our state partners improve boater retention and streamline the registration experience.

Dynamic Pricing: A Strategic Tool for State Park Reservations Revenue Management

September 11, 2024/in Marketing, News

In the evolving landscape of park management, the principles of revenue management – first developed in the 1980s – have become an indispensable part of ensuring the sustainability and financial health of park systems. Revenue management leverages data and analytics to predict guest behavior and demand patterns, aiming to maximize the revenue potential of a property while also enhancing visitor experiences. This practice has found a unique and valuable place within America’s state parks, offering the potential to optimize both revenue streams and visitation, provided park managers have access to quality data for informed decision-making.

One of the most powerful tools in the revenue management toolkit is dynamic pricing. Already widely adopted in industries like hospitality, airlines, and car rentals, dynamic pricing adjusts fees based on real-time demand, allowing park systems to capitalize on peak periods while maintaining accessibility during off-peak times. This approach is particularly relevant for park reservations, where factors such as seasonality, weather, and even special events can dramatically impact visitor demand.

Aligned Goals: Revenue Optimization and Visitor Satisfaction

Revenue optimization is a core objective of any dynamic pricing model, as well as visitor satisfaction and park access. This balance ensures that parks remain an affordable destination for a wide range of visitors, while still capturing additional revenue from those willing to pay more during high-demand periods.

As Edward Lampert said, “The entrance strategy is actually more important than the exit strategy.” In the context of dynamic pricing, this means that setting the right pricing model from the start, one that accounts for both visitor experience and financial sustainability, is key to long-term success. The objective should be to avoid drastic price jumps, such as the “First Increase Since” phenomenon, where fees remain stagnant for 5-10 years, only to rise suddenly and dramatically causing concern with visitors and PR issues for agencies. Gradual, data-driven pricing adjustments across a large number of reservations throughout the first fiscal year ensure that both revenue and visitation goals are met consistently over time.

Case Studies Highlighting the Success of Dynamic Pricing

Many state parks across the U.S. have already implemented these strategies with great success, providing a proven roadmap for others to follow.

South Carolina State Parks: Automated dynamic pricing was implemented before the COVID-19 pandemic, which fortuitously positioned the parks to benefit from a surge in demand during the summer of 2020. From Fiscal Year 2021 to 2024, camping and cabin revenue has increased 19%. This flexible pricing framework has continued to maximize revenue through high demand periods and maintain occupancy during slower periods.
Tennessee State Parks: Dynamic pricing has not only sustained revenue growth but has also proven the parks’ value to state lawmakers, leading to increased investment in park infrastructure and the development of new parks. This success has underscored the importance of dynamic pricing as a long-term revenue strategy.

Legislative Considerations

When seeking legislative approval for dynamic pricing models, it’s essential to speak in terms that resonate with decision-makers. By drawing parallels to established models in the hotel and airline industries, where price fluctuations are commonplace and accepted, parks can effectively argue for the adoption of similar strategies.

A Balanced Approach to Sustainable Park Management

For dynamic pricing to be truly effective, it requires an ongoing commitment from park managers. The success of such a system depends on frequent analysis, adjustments, and optimizations to ensure that pricing remains aligned with both demand trends and overarching park goals. This includes reviewing historical occupancy data, tracking booking trends, forecasting based on advanced reservations, weather conditions, peak demand dates, and considering local competitor rates and amenities. Parks can refine their pricing strategies to ensure maximum effectiveness.

Dynamic pricing, when implemented thoughtfully, serves as a powerful strategy for maximizing revenue while maintaining the accessibility and enjoyment of America’s state parks. By aligning pricing with visitor demand and staying committed to continuous improvement, park systems can ensure their long-term financial sustainability while enhancing the overall visitor experience.

Download Dynamic Pricing PDF

Matt Mitchell
Chief Revenue Officer
matt.mitchell@brandtinfo.com
(850) 524-2424