Shell Factory: NFM success story
Speculation of its impending “death” was not only greatly exaggerated – it was flat-out wrong.
After a year that included the specter of possible foreclosure due to a banking decision, the Shell Factory and Nature Park is stronger – and more successful – than ever
Just a look at the parking lot, especially on the weekend, tells you all you need to know.
The Nature Park is almost always busy, whether with tourists or groups of school children on a field trip for which the Shell Factory paid. The restaurants and bars are full, and people seem to enjoy the new exhibits and free museums the Shell Factory has to offer.
And that does not include the Zip Line, which has attracted much more business than anticipated.
For the second straight year, the Shell Factory will see double-digit percentage growth across the board, thanks to a business strategy started several years ago that eschewed solely tourism-driven marketing for one that encouraged families to come and enjoy a day of fun for a fraction of the cost of an amusement park.
“Attendance to date is up 28 percent and revenue is up 12 percent for the whole property. The Nature Park alone is up 30 percent,” said Rick Tupper, marketing director and CFO of the Shell Factory. “All the problems are behind us and we’re going through a rebirth.”
The Shell Factory remains one of the few roadside attraction sites that dotted Florida years ago to survive progress, economic downturns, expansion of the interstate highways and the proliferation of the mega-amusement parks.
The Shell Factory opened in Bonita Springs in 1938 and stayed there until a fire destroyed the building in 1954 and it was forced to move to North Fort Myers.
The attraction has seen its ups and downs in the 60 years since then. The retail store was destroyed in 1960 by Hurricane Donna, the warehouse caught fire in 1981, and the opening of I-75 two years later took with it much of the landmark’s traffic.
When Tom Cronin purchased the place in 1997, it was in foreclosure and bankruptcy its building crumbling.
“It was on the verge of death. There were leaks, the air conditioning didn’t work, the store didn’t look anything like it does now,” Tupper said. “He brought everything to code, much of it with his own money.”
Cronin saw what an icon the place was and fell in love with it. He completely renovated the facility and gave it new life, added entirely new attractions, fixed up the then relatively new Nature Park, added military and fossil museums (with a Florida history museum coming soon) and began to market itself more to the community and less the snowbirds, although they are as welcome as ever.
When Tupper arrived in 2010, the company tagline was “Southwest Florida’s No. 1 Tourist Destination.”
They decided on a broader marketing focus.
“When we started marketing ourselves as a family destination, that brought more local people in, who don’t see it as a place to bring the grandkids when they’re visiting, but as a place to come to once a week to eat or let the kids play,” Tupper said.
The demographics have changed. Whereas once it attracted 80 percent tourists, it now attracts 60 percent, Tupper said. with much more repeat business.
There have still been challenges. The aforementioned foreclosure threat this spring when a “balloon payment” came due – ?despite strong business – and the economic downturn in 2008-09 were serious roadblocks in the attraction’s survival.
But the attraction survived the downturn and thanks to raising more than $2 million in its recent private placement, the Shell Factory paid off its old mortgage and put working capital into the business.
“With that we have done a lot of things around the property. The trees have been trimmed, we remodeled the Fun Park, brought in some trampolines and redid the inside of the restaurant,” Tupper said.
The habitat is also being worked on at the Nature Park, with new fencing and animals being brought in, Tupper said. with the Nature Park Foundation picking up the transportation for local school kids who want to take a field trip there.
The Petting Zoo has been especially popular, Tupper said.
“There’s a certain age group that wants to be up close with rabbits and other animals than see a tiger in a cage,” Tupper said. “Things they can see feel and touch are more fun than looking through a cage.”
On Nov. 1, the annual foundation dinner will take place, with prizes, raffles and many other items being auctioned off.
As for the future, Tupper said he would like to get back the people they lost who came before the economy crashed. Over the next three years, Tupper said they will continue to refurbish the property and bring in new attractions.
“In our business, you don’t plan out five years. We’ll go on a buying trip or see something in a magazine and say that’s cool,” Tupper said. “Our goal is to remain profitable.”
And what does the present entail?
“We continue to advertise that we’re the No. 1 family entertainment destination in Southwest Florida. Everything we do is with families in mind,” Tupper said. “Not only can you come here to have fun, but also learn a little something.”