Shell Factory strives to keep momentum
Over the last three years, the Shell Factory has experienced a renaissance, with three straight years of double-digit growth.
And with many special events and renovation projects on the horizon for the coming year, management hopes that the good times continue for the 78-year-old landmark.
Revenues were up again about 10 percent in 2015, said Rick Tupper CFO and marketing director at the Shell Factory. Attendance rose by nearly 20 percent, revenues at the stores was up 7 percent, and the Nature Park saw an increase in attendance of more than 30 percent, with attendance over the last three years nearly double.
Tupper credits their marketing approach, which promotes the Shell Factory as the No. 1 family entertainment destination in Southwest Florida. That approach will continue in the coming year.
The entire property also has undergone significant renovations in the past year, especially at the fun park, where trampolines, a paddle boat and a climbing wall have been added and the miniature golf course has been renovated.
“That has really boosted the fun park and brought a lot of families,” Tupper said. “The zipline has helped and it’s just gone over 40,000 rides in under two years.”
The parking lot was resurfaced, and the Nature Park has also received a lot of refurbishing in the habitats area where a third aviary for the birds has been added and and a fishing cat has become the newest of the more than 400 animals at the park. Many of those animals had been orphaned or are rescues.
The Nature Park Foundation raised a record amount of money and sent more school children on field trips than ever before. The Shell Factory has even hired a person to be put in charge of scheduling the field trips.
In the stores, new departments such as the kite store and Beach Shack were added, and 2016 will bring an expansion of the Holiday House as well as new gift ideas and jewelry that the Shell Factory always brings in.
As for events, the Shell Factory will have a ton of them this season, starting with Winter Fest on Jan. 9 and a signature event, Gumbofest, on Jan. 31.
February will bring Fossilfest on Feb. 13 and Goldenfest on Feb. 21. March will feature St. Patrick’s Day and Easter celebrations just 10 days apart, followed by the Taste of North Fort Myers in April.
Tupper said they would like to ease off on the renovations, so patrons won’t have to worry about visiting a construction site. In the meantime, he said the business will continue to seek new audiences and more locals, who represent 40 percent of their business.
“We’re doing more advertising with Telemundo to get more Latino families. We’re advertising on radio stations where the audience is predominantly black. We’re looking to get those who traditionally haven’t come here,” Tupper said. “We’re also trying to increase our local presence. Our name recognition was around 30 percent. Now, it’s at 60 to 70 percent.”
Tupper said to expect another good year from North Fort Myers’ signature attraction.
“We’re on solid financial ground and we’re looking to solidify that in 2016,” Tupper said.