ABOUT NORTHLANDS K-DAYS
The exciting Summer Celebration formerly known as Klondike Days, first came to the city of Edmonton in 1879 and since then it has become one of Canada’s premier festivals. Now known as K-Days, the festival is synonymous with the Edmonton Summer. It features carnival rides, hundreds of vendors, and countless craft beer and special food items. For ten days in the Summer, Edmonton becomes the hottest destination in the Prairies.
Despite years of success, the costs associated with putting on a festival of that magnitude continued to rise each year, thus putting more pressure on group sales efforts. When revenue began to stagnate, it became clear that if the figures were not improved, Northlands would risk financial overexposure with their primary property.
Prior to Cosmos’ involvement the sales team responsible for group ticket sales used a passive ticket sales strategy. In the past, salespeople would be contacted by the interested party and then an order would be created.
Understanding that while the passive system does yield results, Cosmos implemented a more aggressive outward sales approach. This approach was taken knowing that when a salesperson takes the initiative to reach out to a qualified prospect, the result is typically a higher ticket sale and greater customer satisfaction.
This proved to be the case with the case with the K-Days account. Our clients were most often business people with a full home and business calendar. Organizing a K-Days outing for their company was typically outside their general responsibility and thus quickly became an afterthought. This led to a lot of late orders and lost revenue.
Cosmos began the sales cycle two months earlier than it began before and this not only provided the opportunity for more sales, but the average sale was higher as well. Starting the process early gave them more time to plan, gave their employees more time to sign up, and removed a lot of the stress normally associated with the task.
Cosmos was a part of the planning process of corporate outings at K-Days from the very beginning of the sales cycle and it resulted in a ticket sales partnership with clients rather than a typical B2B relationship.
- Ticket Sales Prior to Cosmos’ Involvement
- ~$250,000 in group sales revenue yearly
- ~5,000-10,000 tickets sold yearly
- Ticket Sales Post Cosmos’ Involvement
- ~$860,000 in sales revenue Year 1 (3.44x increase)
- ~15,000 tickets sold in Year 1
- ~$870,000 in sales revenue Year 2
- Grand Total: $1.73 million in sales revenue in just 2 years