Plan Will Bring More Families to Magic Valley

New rides, aggressive marketing, and community partnerships are expected to bring more families to Magic Valley Fun Park in Pictou County, and more money into the local economy.

Government has approved a revised business plan for Magic Valley and given its final approval to a $350,000 loan, announced in February, to support the park's growth. The revised plan calls for a phased approach, adding new attractions each year to encourage repeat visits. The goal is to increase attendance from 10,000 last season to 25,000 by 2008.

Economic Development Minister Kerry Morash said the revised plan is balanced and achievable.

"The plan is to expand the park over time, giving families a reason to keep coming back," he said today, April 21. "By working with other businesses and community groups, more visitors are likely to hear about, and come to, the park, stay longer and spend more money in the region."

This summer, a new parachute drop ride, purchased by Magic Valley late last year, is being added. As well, a family antique car ride is being purchased and will be opened as soon as the installation is completed. Existing attractions, including a children's play area, will also be upgraded.

Next year, more rides and a water-based attraction will be added. Consumer reports cited in the business plan show "free-falling" rides and water activities are among the most popular for park visitors.

"Our goal is to provide fun, exciting, and educational entertainment for families, in a clean, safe environment and at an affordable price," Magic Valley owner Bill MacNeil said. "The funding will help us meet this goal, beginning this season. It also puts us in a stronger financial position to establish a program of capital re-investment to continue to develop the park year after year."

The plan's marketing strategy includes incentives to get children and families to the park for a first visit early in the season. Industry statistics indicate that the average repeat guest will return to a park four times. Group sales, more advertising, and more effective use of the Internet are also planned.

Cross-promotions with other Pictou County businesses and groups are planned to encourage longer stays and a more varied experience for area visitors. As well, the park is interested in hosting more community events in future, to increase awareness and visitors.

The Pictou Regional Development Commission is working with Magic Valley to help build community partnerships.

"The Alma to Mount Thom community economic development strategic plan recognizes the importance of Magic Valley in bringing visitors into the community, and dollars into our local economy," said Lisa MacDonald, executive director of the commission. "With a solid business plan and funding now in place, we can continue working with Magic Valley to help them achieve their goals, and our broader regional development objectives."