Theme Park Success in 2022-What Does it Look Like?

Theme parks or amusement parks have seemingly always been part of the fabric of the United States. From small roadside attractions to giant technical marvels, amusement parks have entertained generations of Americans in more ways than one. So what makes a theme park successful in 2022? Is it all about characters, technology, or the status symbol of “the” American vacation? We asked passionate theme park fans why they loved their favorite “smaller” parks and why they keep returning to them each year. Intellectual Property and the American Dream Intellectual property, or IP for short, is a term used for creations of the mind, such as literary or artistic works. Corporations like NBC Universal and the Walt Disney Company own many beloved IPs such as the Jurassic Park franchise and iconic characters like Mickey Mouse. The draw of these theme parks is often tied to IPs and to the American “dream” of vacationing in Florida or California. In recent years, however, many average American families have been priced out of visits to Disney and Universal’s theme parks. Rising ticket costs are a significant factor, but it is not the only one. In addition, company involvement, or in some cases non-involvement, in the hot political issues of the day has caused many families to look elsewhere for their typical vacation plans. Nostalgia is a Driving Factor for Smaller Theme Parks After speaking to several passionate amusement park fans, there seemed to be a common theme among the crowd: nostalgia. Many fans we spoke to grew up visiting the theme parks near their hometowns and have continued that tradition with their own families. Jenn Greene, a 43-year-old mom of 2 and Hersheypark season pass holder for the last four years, said, “Since May 30, 1906, Hersheypark has been entertaining visitors. I have been visiting this park since 1983 as it’s only an hour from where I grew up. My first upside-down roller coaster was the Super Dooper Looper which still stands today. After that one loop, my love of theme parks and thrills began.” She attributes Hersheypark’s longevity to its ability to grow and change with the times. Cost and Travel Time are Other Considerations Smaller amusement parks are also typically easier to travel to and can cost significantly less than major theme parks. “Living in Owensboro, Kentucky, it’s only about 40 minutes from my driveway to the parking lot at Holiday World & Splashin’ Safari in Santa Claus, Indiana. During summer, my kids and I like to spend our Fridays at Holiday World, taking advantage of lower crowds and just good, fun family time,” says 40-year-old mom of 2 Andrea Shelton. She is currently an annual pass holder at Holiday World and has been visiting for over 35 years. Andrea believes Holiday World’s endurance over the years is due to its ability to stay true to what the park does well. “It’s known for free parking, soft drinks, and sunscreen. Those free soft drink stations are such a game-changer – especially during the summer when it feels like you are on the surface of the sun,” declared Shelton. Determination to Survive and Thrive Through the Years Another theme park that offers freebies like Holiday World is Knoebels Amusement Resort in Elysburg, Pennsylvania. It prides itself on being the largest free amusement park in the United States. Knoebels offers free admission, parking, entertainment, and picnic facilities. So how do they successfully operate? First, their pay-per-attraction system allows families to pay for what they want to ride and nothing more. Additionally, the on-site dining options and arcades, mini-golf, and carnival-like games require extra purchases.