Indoor Skydive is different and relevant
Indoor Skydive Australia listed in January 2013, raising $12 million with its IPO at 20¢ a share. The stock peaked at more than 75¢ in September, and was up 200 per cent in 2013. Shares are currently trading at 60¢ and it is hard to imagine the share price will be in free fall for some time to come — unless of course they never get a customer into free fall. Indoor Skydiving Australia is an indoor state-of-the-art skydiving wind tunnel designed for those looking for a thrill. It completely immerses individuals in the world of high adventure skydiving without the daunting prospective of grabbling with a parachute.
Due for completion in the first quarter of this year, the first indoor facility being built in Sydney’s west is attracting huge interest with 400 flight hours sold in four hours as part of an early bird sale.
Anybody who has followed the strong success of iFly Singapore understands the popularity of indoor skydiving attractions. Since its opening in 2011, the iFly facility at Sentosa, one of the world’s largest indoor skydiving wind tunnel, has a 70–80 per cent capacity utilisation rate. Back in Australia we have witnessed the phenomenal success of the action packed Bounce venues, and they simply depend on a trampoline to get people in the air. There are lots and lots of people looking for action and if it can be delivered in a way that thrills, the ride will be an exciting one.
From a branding perspective the name works for a first mover offering as it trades-off sex appeal in the name to leverage a descriptive name that says it all. When you see the name Indoor Skydive Australia, you immediately get some sense of what is on offer, even if you have no idea how it works. It is also a great reminder that in driving brand equity the name will always be secondary to what is on offer. In the case of Indoor Skydive it is locking up the licensing of SkyVenture technology to enable indoor skydivers experience the same affects of free falling as traditional skydivers. It allows people to learn to position themselves to balance on the airflow and learn to fly their body the way skydivers do. It is big on an experience that is different in a world where more and more individuals are seeking out experiences over simply the acquisition of more ‘things’.
If Indoor Skydive Australia is able to wrap a personable and professional customer service into the total experience it will be a brand does soar.