Challenge
The Ark Encounter is a one-of-a-kind themed attraction located on the outskirts of Cincinnati. The centerpiece of the attraction park is the life-sized Noah’s Ark–adapted straight from the Biblical record, standing at 510 feet long, 85 feet wide, and 51 feet high. While working on a separate strategic plan for Answers in Genesis (AIG)–the parent ministry behind the Ark Encounter, we brought a bold idea to the forefront. According to our research, the number one reason people don’t believe the Bible to be true is the Old Testament account of Noah’s Ark. Equipped with this knowledge, we endeavored on a bold journey: to build a life-sized Noah’s Ark for the second time in history.
Solution
We began crafting a strategic growth plan to help bring the many facets of the Ark Encounter to life. The plan focused on the private and public fundraising needed to build the $100 million attraction. Additionally, we focused strategic efforts on a national advertising campaign, creative, guest experience, attendance, and identifying new revenue streams for the attraction. The results were astounding.
Results
Today, the ARK Encounter is the 4th most popular museum in the United States–with 1,000,000 guests in attendance for their first three years.
The Ark Encounter: Think Bigger
“The creative genius of JDA has enabled the Ark Encounter to reach a level of marketing and growth that has raised the bar for advertising such a world-class facility.”
With well-placed paid media and other growth strategies as a guide, the Ark Encounter welcomed over 1,000,000 guests to the attraction in its first year, and for the following two years.
Attendees in their first year, and for the following two years
Full Funding Raised
We assisted in the full fundraising of the Ark Encounter, helping present its Strategic Plan to the State of Kentucky, banks, and individual donors.
Return on Investment
This single strategy recommendation generated a 20x return on investment for the Ark Encounter.
Revenue Stream
We identified a ~$5,000,000 per year revenue stream for the Ark related to guest parking, a revenue stream not originally identified within the Ark Encounter’s projections.
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