FICO Eataly World, the Italian food theme park, is the world's largest agricultural and gastronomic theme park, which combines "eating, drinking and having fun" efficiently, which can be called the "Disney" of the agricultural world.
The entire park embodies the diverse style of Italian agriculture, subverting the traditional leisure farming model.
Integrating "eating, buying vegetables and planting vegetables, parent-child agricultural interaction, agricultural science popularization, tourism relaxation", and efficiently combining "eating, drinking and having fun", it is a theme park that integrates "farm + catering + shopping".
Today, we mainly look at how to guide consumption. This has a certain degree of reference significance for us to improve the conversion rate of farm tourists.
01
Consumption guidance
First of all, visitors' access to the park is completely free, and the theme park is open seven days a week, open from 10 a.m. until midnight every morning.
Starting from the convenience of customer visits, "FICO Eataly World" sets up two kinds of customer flow lines.
(1) Consumption-oriented
A single-channel circulation circulation line is adopted, and the main channel is set up on the main axis, and the shops on both sides share a passage, and the flow line of people forms a circular flow.
Customers follow the roads on the main axis, and tour and shop in the order of each food group.
Several passages are set up in each food group to connect with the farm, allowing customers to enter the farm for a tour and then return to the main axis to continue consumption.
When passing through the various square nodes, customers can stay at leisure and entertainment facilities and science popularization and training points. The square contains both sports, amusement and other recreational facilities, as well as fun agricultural experiences.
(2) Agricultural visits are the mainstay
To make the most of the farm's value, "FICO Eataly World" uses the veranda between the building and the farm as an agricultural excursion route during business hours.
Customers can visit the farm on the outskirts of the building directly along the veranda. In areas such as livestock rearing and fruit tree cultivation, customers can participate in experience activities such as feeding and picking.
In addition, customers can enter the consumption area of the building at any time according to the tour situation through the passage connecting the farm and the shops to purchase the food or meal of their choice, and flexibly change the tour route.
02
Festivals create hot spots
They integrate the culture of festivals and food, combined with the needs of urban residents, and create many festivals and activities, such as Beer Festival, Vegetarian Festival, Ham Day, Anti-Valentine's Day, etc., to continuously create hot spots.
(1) On Valentine's Day, the strange holiday "Anti-Valentine's Day" that Paradise came up with is a gospel for the majority of single people. If you don't have a place to romance on February 14th, join the "One Night Stand" at Eataly's rooftop restaurant.
(2) On April Fool's Day, the park released the Must Fest event through multiple platforms, inviting customers to experience an ancient wine making process.
(3) We also held a series of interesting events through social media to get up close and personal with celebrity chefs who won the James Beard Award James Baird Award and are known as the Oscars of the culinary world, and discuss the secrets of the four seasons of fresh recipes.
(4) FICO has not only established species-rich farms and food processing plants, but also established the FICO Foundation in cooperation with four universities, offering various education and training courses, committed to food education and sustainable development, and making the park a research and cultural center at the same time.
Unlike other Eataly bazaars that focus on restaurants and shopping, the FICO Eataly World theme park is an organic combination of production, education and research that allows visitors to experience the evolution of Italian gastronomic culture and agricultural production and processing.
Since its inception, FICO Eataly World has rapidly built a strong brand influence of "Gastronomy First Agro-tourism Project" internationally.
In addition to specific projects, products and facilities, the key to forming a theme-based culture is to form an atmosphere that covers the entire farm. FICO brings together the agricultural resources of 30 countries and local characteristics, and then grasps the topic of "eating", which is of interest to the whole world, and builds a happy kingdom of "eating".
In FICO, the boundary between production and consumption is deliberately diluted, production is experience, purchase is experience, eating and drinking are experiences.
Like a huge factory store, people can buy fresh ingredients on the farm and take them to the nearby processing points to cook and eat directly, and the immersive and in-depth experience makes people and ingredients build a communication bridge between people and ingredients.