CEC Entertainment, LLC. and California Dreamin’ Entertainment, Inc., have announced a multi-year licensing, entertainment and marketing partnership that will see the Chuck E. Cheese brand branch out into the world of location-based entertainment for the first time. A new themed children’s area within the new California Dreamin’ Water Park, formerly Raging Waters Sacramento, will include family-friendly branded water rides, slides, and splash zones.
The park is being reimagined by California Dreamin’, after announcing a long-term lease with its owner, Cal Expo, this summer. Two unique California-inspired areas—Calibunga Water Park and Cal Soleil—are featured in a redesigned master plan that also features new rides, food and beverage choices, and entertainment options. Cal Soleil will be a year-round establishment with a restaurant and wine bar, while Calibunga will be a family-friendly water park.
“I am absolutely thrilled to partner with California Dreamin’ on our first-ever location-based entertainment project,” says David McKillips, president & CEO of CEC Entertainment. “In nearly 50 years, Chuck E. Cheese has hosted more than one billion guests and is one of the most popular children’s properties in and outside our fun centers. Evolving our IP in new areas of location-based entertainment is another exciting and natural step for our iconic family-friendly brand.”
Branded attractions, character appearances and more
The two firms will work together on immersive branding, entertainment, and marketing elements, such as a Chuck E. Cheese-themed children’s area with water rides and attractions, an on-site arcade and branded retail shop, and Pasqually’s Pizzeria Restaurant, serving up Pasqually’s pizza, wings, and desserts. They will also develop cross-promotions with Chuck E. Cheese branches in Sacramento and Northern California.
In addition, guests can expect live appearances throughout the season, featuring Chuck E. Cheese and friends.
“Chuck E Cheese is an instantly recognized premiere kids and family brand that transcends generations,” says Steve Dooner, CEO of California Dreamin’. “With millions of fans in California and around the world, this will be a fun and unique themed experience for our guests. Plus, the Company’s expertise leading the industry with the world’s best arcades, innovation in F&B, and original entertainment makes for a perfect partnership for our Park.”
Given that its original store debuted in San Jose, California, Chuck E. Cheese is an ideal match for this new water park project. Known for its restaurants and characters, CEC Entertainment has carefully positioned the Chuck E. Cheese brand in the entertainment industry in recent years, working in tandem with a nationwide brand transformation programme across all its fun centres.
The Chuck E. Cheese characters have been entertaining audiences with their own original music for the past three summers while on live tours across the nation. The brand is currently featured in weekly original entertainment content that airs on YouTube & YouTube Kids, music streaming channels, and app-based mobile games. The business signed more than a dozen new licensees in 2023 as it increased its licensing activities for branded goods.
As well as the new themed children’s area, plans for the new California Dreamin’ Water Park include a wave pool, a surfing attraction, new slides, tubes and raft rides, and an expanded lazy river.
