THE VIRGINIAN-PILOT
Copyright (c) 1994, Landmark Communications, Inc.
DATE: Tuesday, September 6, 1994 TAG: 9409060045
SECTION: LOCAL PAGE: B3 EDITION: FINAL
SOURCE: BY TONY WHARTON, STAFF WRITER
DATELINE: NORFOLK LENGTH: Medium: 71 lines
Nauticus is rolling out a bundle of discounts for Hampton Roads residents, trying to overcome their reluctance to visit the tourist attraction or to pay its full admission price.
Nauticus also will stay open four days a week this fall, 10 a.m.-7 p.m. Thursday through Sunday, one more day than had been announced.
From Nauticus' opening June 1 to the end of Labor Day weekend, more than 300,000 people were expected to pass through the turnstiles of the $52 million tourist attraction on Norfolk's waterfront. Surveys show only about 35 percent of those were from this area.
``Probably the locals figure they'll wait until the tourists go home,'' Nauticus spokesman Jim Myers said. ``We weren't seeing as much local representation as we wanted.''
So, starting today, Nauticus is offering a pass to residents of the six Hampton Roads cities and the counties north to James City County and west to Isle of Wight.
If residents visit Nauticus once and pay the full price of $10 for adults, they can get a pass good for one year. The pass is good for free admission when the resident brings a friend who pays full price, or half-price admission when the resident visits alone.
For September only, the pass also is good for 50 percent off restaurant and gift shop purchases and the admission to two attractions inside, Virtual Adventures and the Aegis Theater. Those attractions normally cost $2.50 each.
Since the offer relies on return trips, is it really a good deal?
Nauticus officials answer by pointing to a survey by the research firm of Bonney & Company of Virginia Beach this summer. Researchers quizzed 767 Nauticus visitors as they left the attraction about their reactions and attitudes.
Key findings included:
About 65 percent were out-of-town tourists, 35 percent locals. By comparison, the Virginia Marine Science Museum in Virginia Beach reports its visitors are 50-50 tourists and locals.
Asked whether the admission price was reasonable, 77 percent said it was. But when that answer was broken down by residence, 82 percent of tourists said it was reasonable, while 68 percent of locals did.
``Tourists are more willing to spend money while they're on vacation,'' Myers said. ``Locals are more careful.''
In a separate telephone survey of Hampton Roads residents who have not visited Nauticus, 81 percent said they were interesting in going, and 75 percent said they would be more likely to go if the price were reduced $4 or more.
Asked whether they would visit Nauticus again, 72 percent said yes. About the same percentage of locals and tourists gave that answer.
It is hard to say how many may have said it to be nice. But Nauticus officials are betting enough of them meant it to make the resident pass a hit. It is also one reason why they are staying open four days a week this fall.
Nauticus director Michael Bartlett said, ``We wanted to give local residents more options, and more of a chance to bring in their friends and relatives who visit in the fall.''
The fall hours will be observed until Dec. 22, when Nauticus will re-open seven days a week through Dec. 31. Nauticus will close in January and February to set up new exhibits for next season.
To keep the Nauticus name before Hampton Roads children, McDonald's will give out 250,000 school textbook covers with a color picture of the mascot, ``Captain Nauticus.''
Next month, another issue of the Captain Nauticus comic book goes on sale. by CNB