Below is our exclusive interview with Jill Revelle, communications manager at Busch Gardens Tampa Bay in Tampa, Florida. We would like to thank Jill for taking the time to talk with us.
How does Busch Gardens use social media to connect with their guests and build anticipation for new attractions?
Over the past couple of years, all of the SeaWorld Parks & Entertainment parks have initiated social media programs. For Busch Gardens Tampa, that includes a Facebook Fan page, a Twitter feed and a YouTube channel for the park. Early next year, BGT will be adding a dedicated blog as well. Howl-O-Scream has its own Facebook page, a YouTube channel and two Twitter feeds 
(@HOSInsider and a separate feed for that year’s icon character.) We build those fan bases by offering exclusive content to those who opt in to our social channels, as well as real-time, two-way conversation between Fans/Followers and park representatives. This past summer, that included teaser videos and our code word game for Cheetah Hunt and ticket giveaway contests for Howl-O-Scream.
How do you decide which area of the park to build a new attraction? What are some of the planning and design considerations?
Busch Gardens Tampa Bay just celebrated its 50th anniversary in 2009 and, as a long-standing member of the community, our footprint has remained unchanged for many years. As such, when we want to create a new attraction, we do not have the luxury of extending our boundaries annexing nearby land. Instead, we must examine the what’s already here and make decisions about what needs updating and where a new attraction can be built that it will complement the existing elements, use the park’s existing structures to their maximum benefit.
We’ve already seen constructed walls popping up and holes being dug around the park. What are some of the challenges in constructing a new attraction while the park remains open?
Busch Gardens Tampa Bay is a 365-day a year operation, so construction must be planned and coordinated to minimize its impact on our guests and their enjoyment of the rest of our park. In the case of Cheetah Hunt, that involved rerouting traffic in the Crown Colony Plaza area to direct guests behind the former Clydesdale Hamlet. Increased signage and park maps on the construction wall helps make those new pathways a little easier to navigate.
How long have the plans for 2011 been in development? Generally, how far in advance does the park plan ahead?
We have been planning Cheetah Hunt for nearly two years already. As a whole, SeaWorld Parks & Entertainment looks ahead at least five years – sometimes more – to make sure that the rotation of new attractions includes all 10 of our parks nationwide.
What are the challenges of keeping a new attraction a secret until the park is ready to announce it?
In this age of digital technology and instant information, it is difficult to keep new attractions “secret.” In following the laws of permit filings and copyright registration, we must often enter into public record our plans for new attractions long before we are ready to announce them to the public. We keep those filings intentionally vague whenever possible, but enterprising reporters are often able to find the information.
With Cheetah Hunt, instead of trying to keep it a secret, we acknowledged early on that rumors were circulating as to what we were building and what it was going to look like, but we encouraged our Fans and Followers to play along with us as we leaked much more compelling information – video clips, images and messages from the attractions designers – via our social channels. Those who were willing to take the journey with us were rewarded with much more information than the casual digger would be able to find in the public filings.
How does the park decide on the timing of announcing their new attractions and what are some of the factors involved?
It often depends on what else is going on in the park. For Cheetah Hunt, we were balancing a very busy event schedule that included a bigger-than-ever Summer Nights event and our top-rated Howl-O-Scream event. To avoid stepping on our own toes in the media, we chose to wait until the majority of our Howl-O-Scream publicity was complete before we announced the new 2011 attraction, which dovetails perfectly into our annual message of BG annual passes making perfect holiday gifts!
Will any existing attractions need to be moved or modified in any way to accommodate the 2011 project? How will Rhino Rally be affected?
The former water portion of Rhino Rally will be repurposed as part of the Cheetah Hunt coaster. The new ride will board in the former Monorail station, which has been virtually unused since that ride closed many years ago. The former Clydesdale Hamlet will also be repurposed as night quarters for the cheetahs in the new Cheetah Run habitat.
Although the Skyride is closed during the construction – due to its proximity to the site – it will reopen in the spring when the new attraction is complete.
Is there anything else you wish to tell our readers that will get them excited about the new developments at Busch Gardens Tampa Bay?
If you haven’t already, be sure to visit CheetahHunt.com to watch the announcement video, take a virtual ride and see the artists’ concept sketches for the new attraction. Then, become a fan of Busch Gardens Tampa Bay on Facebook and follow us @buschgardens on Twitter to be the first to receive updates and new information about our exciting new attraction!
Again, special thanks to Jill for talking with us. We look forward to riding Cheetah Hunt next year!
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