Cedar Fair has revealed plans to expand immersive experiences and events across its theme parks in a May 2022 investor presentation.
The amusement park company will expand the “use of limited-duration events and more immersive experiences” in order to increase “visits from existing guests and incremental visits from new, unique guests”.
Current events and experiences include Knott’s Merry Farm, Knott’s Scary Farm, Ghost Town Alive, WinterFest, Grand Carnivale, Halloween Haunt, and Forbidden Frontier on Adventure Island.
According to the investor presentation, Halloween Haunt results in some of the company’s highest attendance days. In 2021, Knott’s Merry Farm and the WinterFest events at five parks welcomed a total of 1.8 million visitors.
The company notes that “traditional rides, such as roller coasters and water attractions, still play an important role”, and says F&B will “continue to play an outsized role in the overall guest experience”.
“Our research confirms food and beverage today play a critical role in the guest experience,” says Cedar Fair. “Consumers want unique experiences, offerings they can’t get at home.”
The company has enhanced its existing F&B facilities and launched new immersive dining experiences. It has also hired executive chefs and additional culinary talent at each park.
Cedar Fair investing up to $175m in 2022
In addition, Cedar Fair will continue to expand its accommodation and resort offerings. “Ongoing development of adjacent offerings at our properties expands market draw, extends length of stay, and supplements revenue growth at the parks,” the presentation says.
Combined, Cedar Fair’s theme parks welcomed 28 million visitors in 2019. The attractions offer a total of 841 rides and attractions, 124 roller coasters, and more than 2,300 hotel rooms.
This year, Cedar Fair will invest between $160m and $175m in its theme parks, as well as an additional $40m to complete renovations at Cedar Point resort properties Sawmill Creek and Castaway Bay.
Images: Cedar Fair
