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Adventure & Outdoor · Tool 06

Average Guest Spend Analyzer

Calculate the average spend per guest to understand the value of each visitor and identify opportunities to increase secondary revenue streams.

/ 01

Boost Secondary Sales

Identify and grow revenue from food, drinks, and merchandise.

/ 02

Understand Guest Value

Know exactly what each guest is worth to your business on average.

/ 03

Optimize Offerings

Make data-driven decisions on what products and services to offer.

The calculator

Run the numbers

Guest Spend Analyzer

All revenue from all sources (tickets, food, retail).

Total unique guests for the same period.

Revenue from ticket sales only.

Results

Enter values and click Calculate to see results

The theory

Understanding Average Guest Spend.

Average Guest Spend (AGS), also known as Per Capita Spend, is a fundamental KPI for any attraction-based business. It tells you, on average, how much revenue each person generates. A high AGS indicates that your guests are spending money not just on tickets, but also on high-margin secondary items like food, beverages, and merchandise.

/ Formula

By breaking this down into ticket spend vs. secondary spend, you can gain powerful insights. If your secondary spend is low, it represents a significant opportunity to increase overall profitability without necessarily needing to attract more visitors.

Average Spend = Total Revenue / Total Guests
/ Industry standard

Many successful parks aim for a secondary spend that is 20-40% of their total revenue. A figure below 15% suggests a significant untapped opportunity. A figure above 40% indicates a very strong and profitable secondary revenue strategy.

Questions, answered

Frequently asked questions.

Secondary spend (or ancillary revenue) is all the money a guest spends at your park *after* they've bought their ticket. This includes food and beverage, retail merchandise, photo packages, locker rentals, and paid skill games. It's a critical driver of profitability.
This varies widely, but many successful parks aim for a secondary spend that is 20-40% of their total revenue. A figure below 15% suggests a significant untapped opportunity. A figure above 40% indicates a very strong and profitable secondary revenue strategy.
Focus on the guest experience and product offerings. Strategies include:
  • Bundling: Create packages that bundle a ticket with a food voucher or merchandise credit.
  • Upselling: Train staff to upsell, for example offering a premium photo package instead of a single print.
  • Placement: Position retail shops at the exit of major attractions.
  • Quality: Offer high-quality, unique food and merchandise that guests can't get elsewhere.
Both are valuable. Spend per guest (as calculated here) gives you a high-level view of each visitor's value. Spend per transaction helps you understand the health of individual sale points. For example, you might find your average guest spend is high, but the average transaction at one food stall is very low, indicating a problem with that specific location.
Average Guest Spend is a snapshot of a single visit. Customer Lifetime Value (CLV) is a broader metric that considers how much a guest spends over their entire relationship with you, including repeat visits and season pass renewals. Increasing your AGS on each visit is a direct way to increase your overall CLV.
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