When it comes to running a successful attraction or venue, relying on a single source of income (like general admission tickets) can limit your growth potential. Instead, operators need to develop multiple revenue streams that complement each other and work together to maximize guest spend, improve cash flow, and strengthen financial resilience.
We’ll break down the most common and profitable revenue streams available to attractions, from ticket sales and memberships to more creative and experience-based options. We’ll also cover strategies to help you grow and optimize these income streams, with real-world examples to show what success can look like in action.
Revenue streams for attractions
1. Ticket sales and admissions
Ticket sales are the most traditional and often the most visible revenue stream for attractions. This stream typically involves one-time purchases that grant access to the venue for a specific period—whether that’s a day, an hour, or a set time slot.
While this revenue stream is straightforward, it can be limited by foot traffic and capacity constraints. To increase revenue from ticket sales, many venues explore demand-based pricing, bundling, and upsells at the checkout stage.
2. Memberships and subscription plans
Memberships offer recurring revenue by allowing guests to pay monthly or annually for unlimited or discounted visits. Subscriptions often include added perks, such as early event access, member-only hours, or merchandise discounts.
Memberships are great for venues with loyal local guests and high repeat visitation. The predictability of recurring income also supports more accurate forecasting and planning.
Read more: 10 Membership Benefits Ideas To Attract and Retain More Members
3. Group bookings and private events
Group bookings (like school excursions, youth groups, and corporate team-building days) offer the advantage of high per-booking revenue. These events typically involve higher guest volumes, can be scheduled during off-peak times, and often include added services like catering, guided tours, or exclusive venue access.
By building relationships with schools, clubs, and companies, you can develop a steady stream of large-group traffic that complements day-to-day operations.
4. Birthday party packages
Birthday parties are a top revenue driver for many attractions, particularly those geared toward children and families. Offering tiered party packages—such as basic, deluxe, and VIP—allows you to cater to different budgets while increasing per-party spend.
Well-structured packages can include elements like private rooms, party hosts, food, cake, decorations, and party favors, making it easy for parents to book a turnkey experience and for venues to generate reliable, high-margin income.
5. Food and beverage
Concession sales can be a powerful source of income. In-venue purchases like drinks, snacks, or full meals provide consistent opportunities for upsells and impulse buys. A well-run food and beverage (F&B) operation can significantly increase average spend per guest.
To maximize results, many venues implement strategies such as mobile ordering, combo deals, or branded menu items tied to specific experiences or characters.
Popular concession stand items that tend to perform well include:
- Popcorn
- Hot dogs
- Nachos
- Soft pretzels
- French fries
- Cotton candy
- Ice cream
Offering a few creative or seasonal items like funnel cake fries or gourmet popcorn can add novelty and drive impulse purchases, especially when tied to holidays or themed events.
6. Merchandise and retail
Retail sales—such as branded apparel, toys, souvenirs, or themed merchandise—can turn your venue into a destination guests remember long after their visit. Merchandise often carries strong margins and reinforces your brand identity.
Positioning your retail space near exits or integrating merchandise into bundles (e.g., a birthday party package with a t-shirt for every guest) can increase purchase likelihood.
7. Ride or attraction-specific upsells
For attractions with specific experiences—like zip lines, climbing walls, or thrill rides—there are opportunities to introduce upgrades such as:
- Priority access or fast passes
- Photo and video packages
- Extended time or double sessions
These upsells create value for guests who want a premium or personalized experience while driving additional income without requiring more capacity.
8. Sponsorships and brand partnerships
Partnering with local or national brands can bring in revenue while enhancing the guest experience. This might involve branded play areas, sponsored events, or co-branded merchandise. For example, a family entertainment center might collaborate with a local radio station for a summer series, gaining cross-promotion and sponsorship funds.
9. Licensing or intellectual property-based experiences
Attractions that license well-known characters, brands, or intellectual property (IP) can create premium experiences that command higher ticket prices. This stream is common in theme parks and immersive exhibitions, but smaller venues can also partner with licensors for themed events or seasonal activations. These partnerships not only generate revenue directly but can also draw in new audiences and elevate your venue’s profile.
A great example of this is American Dream, an indoor theme park that features branded attractions like Nickelodeon Universe and DreamWorks Water Park. By leveraging popular IP and integrating these experiences into a personalized booking journey, American Dream has driven significant growth in traffic and revenue.
10. Cross-promotions with other local businesses
Teaming up with nearby businesses—like restaurants, hotels, or transportation providers—can help you reach new guests while sharing promotional costs. For example, a “stay and play” package might combine hotel accommodations with attraction tickets.
Cross-promotions work particularly well for tourism-focused venues or locations with strong regional visitor traffic.
11. Ancillary sales like lockers and stroller rentals
Smaller add-ons like lockers, stroller rentals, and coat checks can quietly boost overall revenue. These services are often essential for guest convenience and can be priced affordably to encourage uptake.
Though not flashy, these extras contribute to a more seamless guest experience and help drive incremental income.
12. Workshops, classes, and educational programs
Educational programming is an excellent way for attractions to diversify revenue while building community engagement. Venues can offer structured sessions such as STEM workshops, craft classes, wildlife encounters, or behind-the-scenes tours tailored to schools, homeschool groups, or curious families. These experiences are often booked during off-peak hours and can be priced at a premium due to their perceived educational value.
By marketing these programs as fun and informative, attractions can attract new audiences, generate additional weekday revenue, and position themselves as community learning hubs.
13. VIP experiences or exclusive access
Premium, personalized experiences can drive significant revenue for venues looking to tap into higher-spending guests. Examples include after-hours tours, private meet-and-greets, backstage access, or “be a zookeeper for a day” packages. These VIP offerings create exclusivity and a sense of novelty, making them ideal for guests celebrating special occasions or seeking memorable add-ons.
Because they are typically low-volume but high-margin, VIP experiences can boost revenue without overloading operations or increasing daily capacity.
14. Venue rentals for private or off-theme events
Outside of regular operating hours or during downtime, many attractions can rent out their space for private events like weddings, reunions, photo shoots, or corporate off-sites. With unique settings and built-in entertainment value, these venues offer a compelling alternative to traditional event spaces.
Offering flexible rental packages—either full venue or specific zones—can unlock additional revenue while increasing brand exposure to new audiences.
15. Digital content and virtual experiences
Attractions can expand their reach and generate remote income by offering digital products. These might include livestreamed events, on-demand behind-the-scenes tours, or educational video subscriptions for schools. Especially useful during off-season or for geographically distant fans, virtual experiences create new access points for engagement.
These streams can be monetized through pay-per-view, subscriptions, or bundling with memberships, helping attractions scale their reach without physical constraints.
16. Paid loyalty programs
While free loyalty programs reward repeat visitors, adding a paid tier introduces a new revenue stream while deepening guest engagement. For a monthly or annual fee, members might receive exclusive discounts, advance booking privileges, or surprise perks throughout the year.
Unlike memberships—which typically grant unlimited or discounted access to the venue—paid loyalty programs are focused on providing perks and incentives tied to spending behavior, not entry. This means guests don’t need to visit frequently to see value, they just need to engage.
Loyalty programs appeal to your most engaged guests and increase lifetime value while creating predictable recurring revenue beyond standard memberships.
Read more: Loyalty Programs That Keep Guests Coming Back to Your Venue
17. Photo booths and automated souvenir stations
Self-service photo booths, green screen setups, or video montage stations offer a fun, low-lift way to boost guest spending. These stations can be placed near high-traffic areas or key attractions and priced for impulse purchases, with options for printed or digital delivery.
With minimal staff oversight required, these automated experiences can generate steady, high-margin sales while enhancing the overall guest experience.
18. Gift cards and experience vouchers
Offering gift cards or customizable experience vouchers (such as “Give the Gift of Play” or “Family Day Out”) can drive advance revenue while encouraging word-of-mouth marketing. These products are especially popular during holidays, birthdays, and school breaks, and they often lead to higher overall spend when redeemed.
Guests who receive vouchers tend to bring others along, turning a single sale into multiple visits and potentially creating new loyal customers.
19. Mobile app monetization
If your attraction offers a branded mobile app, there are opportunities to generate revenue directly through the app itself. This can include in-app purchases, targeted partner promotions, or even sponsored content.
Mobile app features also support upsells, navigation, and mobile ordering, contributing to a seamless, high-spend guest journey while opening the door to digital monetization strategies.
20. Parking fees
Charging for parking—either as a flat rate or through tiered pricing for premium spots—is a reliable, often underutilized revenue stream. Attractions can also incorporate parking passes into bundled packages or offer discounts for members and advance buyers.
Especially for urban venues or high-demand dates, parking fees can add up quickly while encouraging early booking and smoother traffic management.
21. Seasonal events and limited-time experiences
Hosting seasonal events, like holiday-themed festivals, Halloween haunted nights, winter wonderlands, or summer splash parties, can create surges in attendance and revenue. These limited-time offerings encourage urgency, increase guest frequency, and open opportunities for themed ticket pricing, merchandise, and food packages.
By layering exclusive experiences onto your core offering, you not only boost income during key seasons but also give guests compelling reasons to return multiple times a year.
Read more: 5 Must-Try Halloween Ideas to Boost Hype and Revenue at Your Venue
Strategies to grow and maximize each revenue stream
Creating multiple revenue streams is important, but making the most of them requires intentional strategy. Here are five ways to increase revenue across your offerings:
1. Bundle smart to increase perceived value
Bundling admission with other offerings—like food, merchandise, or activities—can significantly increase the average transaction size. Guests perceive bundles as better value, and they simplify decision-making.
Tips for effective bundling:
- Combine high-margin items with popular experiences (e.g., admission + photo souvenir).
- Create themed bundles (e.g., “Birthday Bash Pack” or “Family Fun Combo”).
- Use language that emphasizes convenience and savings.
Examples:
- Family passes with meal vouchers
- Party packages with goody bags
- Admission plus ride upgrades or fast passes
2. Apply demand-based pricing to boost high-traffic profitability
Demand-based pricing, such as dynamic or variable pricing, allows you to charge more when demand is high and incentivize visits when traffic is low. This can help smooth out capacity and maximize revenue during peak periods.
How to implement demand-based pricing:
- Use booking and attendance data to identify high and low-demand time slots.
- Set variable pricing tiers for weekdays vs. weekends, holidays, or special events.
- Offer early bird pricing or last-minute deals to shift demand.
Example: A trampoline park charges $5 more per guest on Saturdays and offers discounted weekday morning slots to increase midweek traffic.
3. Encourage pre-orders and upgrades at checkout
Pre-selling food, merchandise, and premium experiences during the online booking process increases revenue while improving operational efficiency.
Tactics to try:
- Offer VIP or add-on experiences (e.g., fast passes, bonus activities, party upgrades).
Let guests pre-purchase meals or souvenirs with bundle discounts.
Use visual prompts or limited-time offers during checkout to boost urgency.
Pre-ordering also reduces pressure on on-site staff, improves guest flow, and enhances the overall experience.
4. Use self-service tools to increase upsell success
Self-service kiosks and mobile checkouts give guests more control over their purchases—and can lead to higher spend when designed with upsells in mind.
How to implement self-service tools:
- Install kiosks at key entry and exit points for ticketing, food, or retail.
- Add upsell prompts in mobile and online ordering flows (e.g., “Add a drink for $2?”).
- Use digital signage or QR codes to encourage self-service in-venue.
These tools streamline the guest experience while enabling consistent, scalable upselling without added staff burden.
Read more: How to Streamline Your Venue with QR Codes: A Complete Guide to Automation
5. Track and optimize performance with data
Revenue optimization is an ongoing process. Your data holds the insights you need to fine-tune pricing, packages, promotions, and timing.
How to make data-driven decisions:
- Use analytics to see which bundles or products drive the most profit.
- Identify and address underperforming time slots or offerings.
- Run A/B tests on pricing, packaging, or call-to-action language.
Make sure your team regularly reviews performance dashboards and guest behavior patterns so you can iterate quickly and confidently.
Read more: Revenue Management for Attractions: Maximize Profit with Smarter Strategies
Real-world examples of diversified revenue streams
Airborne Trampoline Park: Turning food and beverage into a profit center
Airborne Trampoline Park in Utah is a great example of how attractions can dramatically increase revenue by rethinking operational workflows and diversifying income streams. After switching to ROLLER, the Airborne team identified food and beverage as a key opportunity and transformed it into a high-performing revenue stream—accounting for 20–25% of total sales.
By enabling mobile ordering with QR codes at party tables, guests could order without leaving their seats, and staff could focus on service delivery. These upgrades contributed to an increase of $4–5 in average spend per party guest, adding up to more than $1 million in annual revenue.
Beyond F&B, Airborne also used ROLLER’s analytics tools to optimize underutilized time slots. They launched a “Toddler Time” initiative to drive midweek morning attendance, offering bundled discounts for adults accompanying young children. This data-driven approach to scheduling and promotions helped fill quieter hours and further diversified their revenue base.
Read more in the full case study.
Bingemans: Monetizing creativity with partnerships, bundles, and memberships
Bingemans, a large multi-attraction venue in Ontario, Canada, has embraced revenue diversification with impressive creativity. Bingemans launched a Premier Partnership Program: a fully automated initiative that generated over $40,000 in incremental revenue by offering exclusive perks to employees of more than 80 local companies.
The team also developed seasonal and experience-based products, such as a sold-out Advent Calendar with preloaded perks and an all-access Diamond Membership that combines year-round benefits across their various attractions. These initiatives not only drive additional revenue but also build community engagement and brand loyalty.
For venues looking to diversify beyond standard ticketing, Bingemans is a model for how creativity, automation, and technology can work together to unlock new income streams.
Read more in the full case study.
Battle House Laser Tag: Boosting cart size with checkout upsells
Battle House Laser Tag, with six locations across the U.S., provides a great example of how even niche attractions can diversify revenue through smart upsells. By embedding premium weapon upgrades directly into ROLLER’s online booking flow, Battle House significantly increased average cart size and boosted pre-arrival revenue. These integrated upsells reduced manual intervention and made it easier for guests to customize their experience during booking.
Read more in the full case study.
Conclusion: Why diversifying your revenue streams matters
Creating multiple revenue streams helps attraction venues weather slow seasons, adapt to shifting guest preferences, and unlock new opportunities for growth. By combining traditional streams like ticket sales and memberships with more creative options like sponsorships, retail, and upsells, operators can build a more resilient and profitable business.
Book a demo to see how ROLLER can help you boost revenue, streamline operations, and delight guests.
Frequently asked questions about revenue streams
What is an example of a revenue stream?
A revenue stream example is ticket sales for admission to an amusement park. This is a direct way a business generates income from its core offering. For attractions, other revenue stream examples might include food and beverage sales, merchandise, group bookings, or photo package add-ons—each representing a distinct source of income.
How do attractions generate revenue?
Attractions generate revenue by offering products, services, or experiences that guests pay for. This includes traditional streams like ticket sales and memberships, as well as additional offerings such as food and beverage, merchandise, special events, or ride upgrades. Many successful venues use a mix of these to appeal to different guest preferences and increase overall profitability.
What is the difference between revenue streams and revenue models?
The difference between revenue streams and revenue models lies in scope. A revenue model is the overall strategy a business uses to make money—for example, a pay-per-entry model or a subscription-based model. A revenue stream, on the other hand, refers to individual income sources within that model, such as ticket sales, party bookings, or concessions. In short, the model is the big-picture approach, while streams are the specific ways money comes in.
How can attractions increase revenue streams?
Attractions can increase revenue streams by introducing new offerings or optimizing existing ones. For example, adding upsell options like VIP access or food bundles can increase average order value. Leveraging data to identify slow periods and create targeted promotions or bundling experiences to offer more value can also help. Technology platforms like ROLLER make it easier to test new streams and track performance over time.
Why should attractions have multiple revenue streams?
Attractions should have multiple revenue streams to build resilience and boost profitability. Relying on just one income source—like ticket sales—can make a business vulnerable to seasonal dips or shifting consumer behavior. By diversifying with food and beverage, memberships, merchandise, and events, venues can serve different guest needs, maximize spend per visit, and create more consistent revenue year-round.
Read next: Best Revenue Models for Attractions: Subscriptions, Ticket sales, and More
