Cedar Fair LP has a plan to increase its revenue by about 4 percent annually and that plan involves a greater emphasis on seasonal events at its amusement parks like HalloWeekends, which it introduced 21 years ago, or its newer WinterFest event that began in 2016 at a California park and is now at seven of the Sandusky-based company’s 11 amusement venues.
Immersive events like HalloWeekends taps into consumer desire for experiences instead of possessions, Richard Zimmerman, Cedar Fair’s CEO, said Thursday during the company’s presentation at the annual B. Riley FBR Consumer & Media Conference in New York. The event, sponsored by a Los Angeles-based investment bank, was for Wall Street analysts and investors.
Mr. Zimmerman said Halloween events take place elsewhere, but “when we put on events like HalloWeekends, we do them immersive, do them to scale, to a level that no one else can do. It really starts to spike demand,” he said.