Innovative Partnerships: Nurturing Attractions and Communities

For attraction marketers, building strong ties with the local community isn’t just good karma—it’s good business. By supporting those hit hardest by the current economic strain, visitor attractions can offer meaningful financial support while simultaneously driving engagement and boosting their brand. But how can you achieve this in ways that feel authentic to your attraction’s mission and stand out from more traditional approaches? We’ve curated actionable ideas and real-world examples to help you create a win-win scenario for both your attraction and the community.
Why Building Community Ties Matters
While the UK economy is forecast to see minor improvements in 2025, many households will still face tight budgets due to slower wage growth and rising unemployment. This economic reality makes it essential for attractions to connect with their communities on a deeper level. Incorporating generosity and relatability into your marketing strategy can foster goodwill, attract new audiences, and encourage repeat visits. And the best part? It doesn’t have to break the bank.
1. Reduced Tickets for Low-Income Families
One fantastic example of a community-focused initiative is Whipsnade Zoo’s ticketing scheme. The zoo offers reduced ticket prices for individuals receiving Universal Credit, Working Tax Credit, and similar benefits. Visitors can book these discounted tickets online, making visits more accessible for struggling families. Whipsnade release tickets at different times; balancing the capacities between these discounted tickets and full paying tickets. Takeaway idea for your attraction: Consider providing discounted tickets with flexible allocation to support visitors on low incomes. Showcase transparency by explaining how this initiative helps both the community and your attractions’ mission.
2. Gift-a-Ticket Programs
One creative campaign seen pre-Christmas allowed visitors to gift attraction tickets to those in need. Tickets were distributed through partnerships with local organisations, such as food banks or children’s charities. Taking this idea further, a match-funding model could heighten engagement by allowing the attraction itself to double the impact of donations. Although initially aimed at the festive giving season, this concept can work as a year-round checkout option.
By inviting visitors to donate £1 or £2 when purchasing their own tickets; you can tap into people’s willingness to contribute toward community well-being. A great example of this is Eureka!’s newly launched “Play it Forward” fund, which allows annual pass holders to donate an extra ticket when they book a free return visit. Donated tickets are then distributed to families who might otherwise be unable to experience a day out at Eureka!
Takeaway idea for your attraction: Implement a “Gift-a-Ticket” option at checkout year-round. Partner with local charities to distribute tickets, and if feasible, consider match-funding donations to make an even bigger impact.
3. Toy Amnesty Campaigns
Pre-COVID, Snakes and Ladders (a group of play centres in the South East) launched a creative initiative every January—a toy amnesty. Families who brought in preloved toys received a £5 discount on admission in return. The donated toys were then passed onto local charity shops, benefiting the wider community.
This campaign brilliantly tied together community engagement and incentivised visits during a typically quiet time of year for attractions. It also reinforced the venue’s family-friendly reputation. January is a time of year that many attractions already offer discounted tickets; by linking it with a good cause; it works a little harder. Takeaway idea for your attraction: Organise a similar amnesty event, such as preloved books or toys, and offer discounted entry in return. Clearly communicate where the donations will go, ensuring visitors feel the positive ripple effect they’re creating.
4. Fishers Farm Park ‘Coats for Ukraine’
Fishers Farm Park worked with Hope4 pre-Xmas, a worthy charity who deliver aid to desperate families in Ukraine. With temperatures in Moldova reaching as cold as -15 degrees this winter and with no heating, and often little clothing, they encouraged their visitors to donate children’s coats that were no longer needed but still in good condition.
This amazing initiative was a lifeline to those in need but also aligned with the attractions family brand values. Strengthening their standing as a socially responsible organisation, the chosen charity already had links to Fishers, with one of their directors climbing Kilimanjaro earlier in the year. Takeaway idea for your attraction: Choose a charitable partnership that already has meaning for you or one of your team members. It’s a much more powerful message when it aligns with your brand values.
5. Make Giving Part of Your Brand DNA
Attraction marketers should think beyond one-off campaigns and integrate community-focused initiatives into their brand strategy. Consistency builds trust, and your visitors will appreciate knowing they’re supporting a business committed to benefiting others. Celebrating these efforts through stories on social media, email campaigns, or on your website is an excellent way to keep the momentum alive. Share the tangible outcomes of your community programs to inspire others and encourage participation. Takeaway idea for your attraction: Build a consistent “community corner” element in your marketing. Share updates on how donated toys have helped a local charity shop or how gift-a-ticket recipients enjoyed their visit to engage your audience emotionally.
The Impact of Doing Good
Connecting with your community isn’t just the “right thing to do”—it makes great business sense. Socially responsible initiatives have the power to attract new customers, cultivate loyalty, and generate positive word-of-mouth marketing. Most importantly, they demonstrate that your attraction is more than a destination; it’s a part of the community fabric. If you’re ready to take the next step toward boosting your attraction’s community ties, we’d love to help. Reach out to us for tailored advice and creative campaign planning. Together, we can ensure your attraction nurtures both its visitors and the community it calls home.