There are people in Branson who actually believe that Branson’s shows are “down” because of a variety of alleged reasons from free shows being offered at Branson Landing to inadequate marketing emphasis. Give an Ole Seagull a break, 86 percent of all the people who come to Branson see one or more shows. If an Ole Seagull were a betting Seagull, he’d bet that, statistically, the only activities participated in by more people coming to Branson, day tripper and overnighter alike, than shows, are eating, shopping, and going to the bathroom.
Branson’s marketing brand proudly proclaims to the world the illusion that “Someone you love is always playing in Branson.” What the message doesn’t promise is that the “someone” will “always” be “playing” in a show or theater and that’s not necessarily a bad thing.
One of the Ole Seagull’s favorite entertainers, Shoji Tabuchi, has from time to time explained the difference between a “fiddle” and a “violin” to his audiences. Shoji points out that both a fiddle and a violin are the same instrument and that the only difference between the two is the way one fiddles around with it. Said another way, the difference, to one listening, is the way the instrument is being played.
In a similar manner, visitors coming to Branson are “playing” with the same entertainment mix and choices. It is how the visitor chooses to play within that mix that determines, not only the type of personal experience they will have while in Branson but, whether or not they will be playing in shows and, if so, what shows. The latest and best marketing statistics indicate that about 86 percent of the adult visitors coming to Branson will be playing in one show and perhaps in as many as 3.66 shows, while in Branson.
Yet, the truth of the matter is that there are some shows doing real well, some doing alright, and others in trouble. There are shows that market well and those that don’t, shows that maintain a consistency of quality from year to year and those that don’t and there are shows that update their material and costuming every year to adapt to Branson’s ever changing audiences and entertainment environment and those that don’t. When it comes to the financing necessary for a show to succeed there are those, particularly new shows, that are adequately financed and those that aren’t. Oh, and not least of all, it should be noted that there are an awful lot of shows competing for each visitor playing in Branson.
“But Seagull, the problems for shows don’t end there. They have to compete against everything else that Branson has to offer, outdoor activities, lakes, shopping, attractions, museums, just relaxing, fine dining, not to mention that about 63.4 percent Branson’s visitors go down to Branson Landing and spend about two hours each there.” Get over it! It’s not only shows that have to compete for the business of those playing in Branson, its what every tourism related Branson business has done for years and must continue to do to be successful.
Shows should be rejoicing in the fact that 63.4 percent of the visitors coming to Branson spend a little over two hours of their total time in Branson visiting Branson Landing. Why? Well, why not? Isn’t it just another of the exciting ways that visitors coming to Branson can play. Besides, if the average visitor spends 4.17 days in Branson, of which only about two hours is spent at Branson Landing, doesn’t that leave an enormous amount of time for them to see a show? Also, the occasional show on the public square to the contrary, isn’t it basically a non-competitive environment?
Evidently so, because the latest marketing statistics indicate that about 86 percent of the people coming to Branson see one or more shows. Isn’t the average number of shows seen per party about 3.66? “Ah, but Seagull, that number has declined from 4.23 in 2004.”
May an Ole Seagull suggest that what should be important to a given show is the number of visitors playing in Branson that choose to make that show part of their Branson experience. If a given shows numbers aren’t what is expected or needed to be successful the question that must be asked is, “Why?” Is it more a function of internal factors directly related to that show and under its control or external factors over which it has minimal if any control? In most cases the answer will be obvious.
