Page 128

FEATURE

Top Nosh Prestige, PR and more people: these are all things you can expect if you open a fine dining restaurant at your attraction. A good selling point definitely, but are they worth the outlay? Kath Hudson, contributing editor

I

t may come as no surprise that art and museum lovers are willing to pay high prices for a fine dining meal, but now even theme park visitors are showing an appetite for white tablecloths at the end of the day. In many ways, high-end restaurants are a natural fit with visitor attractions, which offer a day out or a holiday treat. When people are relaxed and in holiday mode, they are often inclined to spend more money, be more adventurous and seal the memories with a delicious meal. Plus, many attractions have stunning locations, either man-made or natural, which are a perfect complement to a top restaurant. While the traditional fare of pizzas might be more profitable than an upscale restaurant, as consumers seek higher quality culinary experiences and with the food offering improving across

128 ATTRACTIONS HANDBOOK 2015-2016

the industry, a burger and fries might not cut the mustard for much longer. The high upfront investment costs, coupled with narrow operational margins, can make this appear a daunting option, so it is important to either bring in an external operator, enter into a partnership, or engage a highly knowledgeable and experienced team. Finally, high end doesn’t mean stuffy. Even if people are paying US$100 (£65, e91) a head, it might not be possible to impose a dress code, especially if they’ve been riding coasters all day.

n About the author: Kath Hudson is a contributing editor of Attractions Management and other Leisure Media magazines. Email: seventhwavedesign.com

THE MODERN The Museum of Modern Art, USA

O

ver the past 10 years, MoMA has found that having a fancy restaurant has secured the institution column inches in publications around the world, which has led to more customers for both the www.attractionshandbook.com

Attractions Handbook 2015-2016  
Attractions Handbook 2015-2016