Shell Factory set to build on success
After a banner 2013, the Shell Factory had a challenge before it to outdo that success.
But despite a mortgage hiccup, it did just that with double-digit increases across the board for a second straight year.
The Southwest Florida family destination added new attractions, did some needed renovations and diversified its marketing reach to both include a larger minority demographic and to attract more families, succeeding to the point where such local traffic has begun to outnumber that provided by tourists.
More is expected in the coming year, including additional improvements and attractions for the entire family.
As the old year wound down, plenty of families took advantage of the Fun Park, visited the Nature Park and did some shopping, even though there was no major event happening.
Rick Tupper, marketing director and CFO of the Shell Factory, said revenues are expected to be up 12 percent from last year after a increase 15 percent the previous year.
Meanwhile, the Nature Park is up a whopping 20 percent from last year following double-digit growth the previous year.
Tupper said the increase has to do with the company’s marketing as a family destination and much less as a “tourist trap.”
“The pie keeps getting bigger. We’re definitely seeing a change in the demographic that comes here. We’re getting a much larger piece of the local pie,” Tupper said. “The name recognition is up, and we’ve done a lot of advertising.”
The company printed an ad featuring its footprint so people can see what’s going on, and it has also begun TV ads on Spanish-speaking stations to help bring in a new demographic, which it has never done before.
“We’re looking to diversify the business. It wasn’t that we weren’t trying, the dollars just weren’t there,” Tupper said. “Getting the mortgage dilemma behind us really helped.”
The Shell Factory had a balloon payment to BB&T Bank come due in May. The attraction raised $2 million in a private placement to pay off the old mortgage and put working capital into the business.
Tupper said a more traditional mortgage could be in the future in a few years.
Among the new attractions that came in 2014 included two trampolines and the zip line which debuted in May and which has seen more than 10,000 rides – well ahead of forecasts, Tupper said.
The Shell Factory is also more visually pleasing with a massive cleanup. Trees have been trimmed and more than 1,000 plants have been planted. They also expanded the dog park and added a playground late last year.
They also added more events, such as Fossil Fest, and holiday events on Veterans Day and St. Patrick’s Day, all of which were deemed very successful. Another recent event, the Fall Festival, had more modest success with hopes of building it up in coming years.
Meanwhile, signature events such as GumboFest and Taste of North Fort Myers, continue to draw traffic, as does the Nature Park, which years ago was a free attraction that today has become a solid revenue source.
The Nature Park Educational Foundation also had a good year, allowing it to bring more schools buses to field trips at the Nature Center to see new animals such as the Asian palm civet, African porcupines (which featured naming contests) and a miniature pony.
There will be another aviary built in the near future, making a total of three.
“Families would rather get up close and personal with animals rather than stand outside a fence,” Tupper said. “It’s turning into a world-class facility.”
Tupper is hoping 2015 is a continuation of the profitability trend, with revenues projected to increase 7 or 8 percent. Tupper said aside from the Nature Park, not much in the way of expansion is expected (the Fun Park is as expanded as it can be), rather an enhancement of what they have.
With the completion of Business 41 coming in the spring, Tupper said a renovation of the parking lot alongside the road is possible, as are fixes to the store.
Tupper said he would like to see the Dolphin Room at Fishbones become more profitable by holding more events there, such as Fossil Fest.
“That will be a big emphasis. We want to do corporate sales meetings, and looking to do more events there,” Tupper said. “It’s about trying to enhance what’s here now.”