(Rochester, NY) 11/15/05 - The future of the fast ferry may depend on how well Rochester can market the ship to upstate New Yorkers, and and even more especially to Canadian residents.
More than fancy brochures will be needed to sell the fast ferry. That marketing was missing this year, and so were many of the riders Rochester officials had hoped for.
Most people who rode the ship did so for the experience, according to one survey.
City officials said if people ride the ferry once, they'll come back again, and they'll tell their friends about it.
Rochester leaders hope to get state money and Canadian tourism dollars to market the ferry. That would go for television and radio ads and promotions tied to events and attractions in Rochester.
Varying ticket prices is another strategy--making prices change according to the day of the week—e.g. it would be cheaper to ride on Tuesday than Saturday. Also, riders who book in advance would get better deals.
The Rochester Ferry Company originally budgeted $600,000 for marketing the ferry, but much of that was spent on other expenses. They will budget more this year, and dedicate it to selling the ship both to New Yorkers and Canadians.
