In a tourist destination that welcomes more than 12 million guests per year, how does this construction-themed amusement park carve out their own niche in Sevierville, Tennessee? Dig’n Zone Theme Park has dug deep to uncover what families are looking for: exciting, hands-on experiences that they can’t find anywhere else.

The Benefits of a Niche Market

Let’s face it: families traveling to any tourist destination are now presented with more choices than ever for how they’ll spend their vacation. While many attractions have focused on broadening their offerings to reach the widest audience, niche amusements such as Dig’n Zone, have chosen to hone in on one, key concept. By focusing all of their efforts into the one thing they know well, they are able to create unique and memorable experiences for their guests unlike anything their competition can offer.

Why Construction? The Power of Thematic Branding

If you’ve ever driven through a construction zone, it is likely that you’ve thought about what it would be like to operate that big digger or steamroller, at least once. At Dig’n Zone, they’ve turned this universal curiosity into an accessible, exploratory experience that all ages can enjoy. 

Dig’n Zone’s thematic marketing expands on the hands-on experiences they offer their guests in an engaging and impactful way. Their guests learn the value of hard work and creativity while exploring an industry they may not otherwise have access to. By building their brand around the impact and intrigue of construction, they have created a new niche market that stands out from the crowd. 

Local Economic Impact

In a highly traveled area like Sevier County, growth is celebrated by the community as a whole. As traffic is brought in by one business, like Dig’n Zone, others benefit as well, such as the hotels and restaurants their visitors will no doubt be visiting during their stay. Not to mention the opportunities for big attractions to partner with local suppliers and contractors, providing convenience for the company, and support for the community around them.

Niche amusement parks, such as Dig’n Zone, also offer incredibly unique job opportunities for the residents of Sevier County. How many people get to say they helped a nine year old learn to operate a crane during their work shift? These non-traditional jobs provide front-line workers with exciting experiences that foster an environment of growth and discovery in the workplace.

On-Site Lessons

So what can we learn as business owners from an attraction like Dig’n Zone? It’s safe to say that carving your own niche, rather than trying to find one to fit into, is a worthwhile challenge. By honing in on the one area in which you excel, you can create a space no one realized they were missing until you showed up! 

When you provide your guests with something unique, hands-on on and community-focused, you have the opportunity to facilitate experiences and memories that will last a lifetime and create a loyalty that will bring those guests back year after year.

The Future of Dig N’Zone

With a clear and precise vision for your brand and company, the growth opportunities are endless. Dig’n Zone has created a blank canvas for themselves by creating their own niche in entertainment in Sevier County. From here, they have the chance to further their community partnerships, expand their concept, develop new promotions and seasonal offerings, and so much more.

One of the biggest challenges for any new business is finding where you fit in your market. By creating their place with a brand new market, Dig’n Zone has set itself apart in Sevier County and the theme park industry.

Next time you’re in Sevierville, Tennessee, stop by Dig’n Zone Theme Park and experience for yourself what creating your own niche market can build for you and your business!