Building Cedar Fair Brand Awareness

[Cory Butcher]

Ok, let me preface this discussion by stating that Cedar Fair has made many announcements throughout this year in their first full year of PP ownership as we know and many announcements and similar marketing campaigns have been met with both some enthusiasm and negativity. As the year comes to a close how do you think Cedar Fair has done in attracting "buyers" (unit holders, guests, media, enthusiasts, businesses, sponshorship) to the park chain? I know many testaments on here will include a deliberate bias about the handling of GL, but am also wondering if anyone has some more creative opinions on the matter which are less sarcastic but more reasoned!

I was looking at the season pass options for next year and noted that most all (if not all) the parks are giving away a jacket that has either a park name or Cedar Fair logo on it. My feeling is that this is a good tactic in creating some brand awareness, not just trying to get people to buy the passes to get the jacket but,in reference to all those people out there who will wear their free jacket proudly, (marlboro jackets anybody?). I know in the past the big perk to buying early has been a cheeper price and free parking, and the gold pass. With the jacket idea, this seems to be a cost-effective marketing tool, for the park to add more value to a season pass, but also in turn create some relatively cheep marketing and brand awareness, maybe not to the extent of the Nike swoosh on apparel, however it could be a nice strategic maneuver. I dont mean to get too deep in on the subject, but I cant help but think people will wear the jacket (It looks quite conservative and durable) in more settings than they would a simple Kings Island T-shirt, with an overly gaudy stenciled picture of Firehawk, IJ, or TG on it. It simply struck me as a good decision on behalf of the marketing teams on the project.

This is just one example of an announcement/campaign from this year. I would like to know what other people think about the brand awareness being built from this year! The floor is yours!

[cstrwomann]

I'm still very upset with Cedar Fair for closing GL Amusement Park. I haven't bought a season pass yet for 2008. I will buy it this month before the end of the season. I probably will visit KI and CP so I'm going to buy the Platinum Pass. I think the jacket is a nice way to advertise the chain. I don't know if I will visit GLWWK yet? If they are still removing rides it will be to hard emotionally to go there.

[jzarley]

I think you're expecting a lot out of a give away jacket

Personally, I think trying to build awareness of the Cedar Fair "brand" is a mistake... The regional parks are the brands that really matter--that's where the money is made. There are some properties where a corporate identity is helpful (Disney, Coke, Martha Stewart, Nike, etc.), but there are a lot of others where the brand emphasis is on the product, like with Brinker Restaurants (Chilis, Macaroni Grill, On the Border, etc.), Darden Restaurants (Olive Garden, Red Lobster, etc.), or the McIlhenny Company (Tabasco Sauce). After all, people don't love going to "Cedar Fair"...they love going to "Kings Island" (and Kings Dominion, Michigan's Adventure, Cedar Point, etc.)

I actually think that there's a real value in the local GP in Charlotte (or Allentown, or Toronto, or Richmond, or anywhere else) thinking that their local park is unique and special (even if we all on this board know better...) And, what would be the image of "Cedar Fair"? If people associate it with what they've seen on Discovery Channel of Cedar Point, they're going to be really disappointed when they get to Dorney or Valley Fair and can't find MF or TTD

All that being said, however, I do think there is one "corporate" brand that CF would be wise to exploit--the Knotts brand (particularly in the West).

[cstrwomann]

It is a conversation stater for the GP. The GP doesn't know who CF is. You could say they are a chain that owns several parks in the USA and mention where they are located and the names.

[jzarley]

^ And, if that translates into higher attendance and revenue for those other parks, great. But, again, that's a lot to ask of a few thousand free jackets that are given away.

I worked for a hotel company (that I won't name here <g>) that spent millions of dollars trying to build brand awareness of the corporate umbrella. Which, would have been fine, but it resulted in absolutely zero revenue growth to the individual brands. (In fact, during this campaign all the brands experienced reduced occupancy and revenue...although, that was more attributable to other external market factors than it was the marketing campaign, but I digress...)

I think the jackets can best be looked at as a nice perk for season pass holders who renew early. (I'd wear one! But, then again, I'm a theme park geek! ) And, it's a great way to get people who would end up buying a season pass later anyway to buy one NOW instead of later (and, we all know that a dollar today is worth more than that same dollar tomorrow, especially when you have nearly $2B in debt.) But I really doubt that CF is looking to them to increase park revenue or the stock price.

[KIBeast]

Not sure about the need to create brand awareness either. Whenever I mention Cedar Fair to someone whom is not "in the know" they assume I'm talking about Cedar Point. I then follow up with the CF is the company that runs CP, KI, KD, C, PCW, and G America. Most people just look at me like they understood what I said, but just kinda acknowledge with a blank look. That seems to be the only time I wished someone in the GP knew what CF is. Seems they don't really care.

[KIfan73]

^Thats been my experience exactly. "Hey, I heard Cedar Point bought Kings Island". "Well, its actually Cedar Fair and they own several parks". "Oh, OK" onto next subject...

[BoddaH1994]

I'm willing to bet that they made them Cedar Fair jackets and not Kings Island/Cedar Point/Dorney Park, etc jackets because it's cheaper to buy 50,000 jackets in bulk with one logo rather than buying smaller quantities with more logos. Just a guess....

[CoastersRZ]

Yeah. It is likely that they could buy the jackets at a substantially cheaper price with a large bulk order than opposed to buying smaller quantities of park specific jackets. It is part of the same reason why you can buy stuff at Wal Mart for cheaper. Because Wal Mart has so many stores, they can purchase their products in bulk from their suppliers and offer their customers lower prices.

[Cory Butcher]

It seems everyone is latching on a bit to my statement about the jackets, haha. I was not by any means saying that the jackets is the "BIG ONE" for Kings Island marketing. I was just stating that it is a very small piece of the general puzzle, but could infact have some very positive worth when it comes to marketing the parks.

What I was really wanting to know from people on here, is how they feel about the Big picture. People are focusing on the jacket idea, and I did not mean for that to come off as being the greatest innovation since sliced bread. There are other things such as Fear Fest local to PP, being changed to Halloween Haunt. I would like to know if there are other things people have seen this year as being positive or negative in forms of park/brand awareness this year!

[BoddaH1994]

It seems everyone is latching on a bit to my statement about the jackets, haha. I was not by any means saying that the jackets is the "BIG ONE" for Kings Island marketing. I was just stating that it is a very small piece of the general puzzle, but could infact have some very positive worth when it comes to marketing the parks.

What I was really wanting to know from people on here, is how they feel about the Big picture. People are focusing on the jacket idea, and I did not mean for that to come off as being the greatest innovation since sliced bread. There are other things such as Fear Fest local to PP, being changed to Halloween Haunt. I would like to know if there are other things people have seen this year as being positive or negative in forms of park/brand awareness this year!

You're absolutely right, but I still think that if Cedar Fair was really worried that you knew that CF parks were in fact CF parks, they'd brand their name to them.

[CoastersRZ]

It is interesting to note however, that the new logos for the former Paramount Parks, as well as some of the legacy parks sport similar logos. So I believe that they are trying to build some sort of brand identity. However, insignificant it might be.

[Browntggrr]

I'm still very upset with Cedar Fair for closing GL Amusement Park.

Are you just as upset with the people that did not go to GL?

I do have this wild idea that if people were going to the park, and CF was making money, then the decision to close would not have happened.

[Keysersoze]

I'm still very upset with Cedar Fair for closing GL Amusement Park.

Are you just as upset with the people that did not go to GL?

I do have this wild idea that if people were going to the park, and CF was making money, then the decision to close would not have happened.

I'm also sad about GL, but I was there 3 times this year twice on a Saturday in the summer and the only word I could use was it was dead. Even then most coasters only had one train running and even then they were walk on rides. Sadly most of this country is controled by the stock holders anymore, I even work for a company like that. Bottom line, they want there money to grow, they could care less what gets closed or what is made harder for employees, all they want is there money. I guess my opinion will depend on what happens to "The Dipper" at GL, something should be done to try to save that coaster, being its the oldest coaster in Ohio. As far as what I have seen them do to KI I'm somewhat please, just wish we get a another coaster, out of all the coasters at GL X-flight was my lease favorite, not a big fan of flying dutchman coasters.

[KIBeast]

Yeah. It is likely that they could buy the jackets at a substantially cheaper price with a large bulk order than opposed to buying smaller quantities of park specific jackets. It is part of the same reason why you can buy stuff at Wal Mart for cheaper. Because Wal Mart has so many stores, they can purchase their products in bulk from their suppliers and offer their customers lower prices.

Not to get off topic, but I have found as of recently, I don't save one dime shopping at Wal Mart. In fact, it's become more expensive than our local supermarket. The only reason to even go there is pretty much convenience. But, I don't shop Wally World any more. I originally went for my pet supplies, but now we have a Pet Mart and they pretty much price in competition with Wal Mart. Here's a case example. I went to a Wal Mart and did all of my shoppping there, including pet supplies. The only thing I didn't buy was any kind of meat and I didn't buy anything that wasn't on my list. Somehow, I managed to spend $120.00 when in the past, I could buy everything there, including meat and spend the same amount. I also learned not to buy meat from them either as they flash freeze all of their meat and it sits for a year frozen before it ever hits the shelves. Sorry for the little tirade on Wally World, but I am through with them.

Back on topic, I like the idea of a jacket whether or not it brings them brand recognition. Seems like a good will kind of thing to do. Maybe that's saying sorry for closing GL.

[erniebald57]

Although I heavily disagree with the way Cedar Fair handled Geauga Lake, I won't let that get in the way of this discussion because like it or not, time and business goes on. I'll say this and then I'll move on If I had it my way, GL would remain open and be reworked in a way to keep the rides side open. Their reputation has taken a hit in my eyes, primarily because I have a particular fondness for old classic parks, and I believe that the local amusement park is something that needs to stick around. The place wasn't finished, and they gave up on it for a few reasons I won't go on about... That and the fact that they gave no closing notice or final oppurtunity for the town that called the park their own for 120 years to visit really bothers me about the whole thing. I don't even want to think about what will probably be built there.

OK on to the topic at hand...

I don't really think that brand awareness of a parent company such as Cedar Fair is necessary. I agree with the previous posts stating that the GP for the most part has no idea who Cedar Fair is. Who they do know exists is Cedar Point, Kings Island, Kings Dominion, Knotts...and all the other parks in the chain.

There is no real benefit to making the name Cedar Fair known, but there is huge benefit in making the park names and their specific "brands" known. The more effective marketing decision here would have been to have jackets with each individual park name on it, with passholders getting the park jacket corresponding to their home park. The reason is because these jackets would have A) Given the passholder more connection and perhaps feeling of ownership with the park and It would have been free advertising. Cedar Fair doesn't need to advertise Cedar Fair, they need to advertise the individual parks, especially the smaller ones who don't have the reputation of Kings Island and Cedar Point. Those two parks market themselves, but Michigans Adventure, Valleyfair, and Worlds of Fun are lesser known places to the immediate town they are in, and if they want to build attendance in these parks outside the 50 or so mile radius, than doing the park jacket instead of the company jacket would have been the better option. If (and I say if because I have a hard time believing the million dollar leadership in corporate let the decision come down to this) it was a purely financial decision to go with Cedar Fair jackets because it was a little cheaper to have them made, than it seems to me that they haven't saved any money, but rather wasted what money they spent on a weaker marketing campaign. There is a line to be drawn when it comes to cost cutting. If you are going to cut costs, than do so without sacrificing quality and effectiveness, and don't nickel and dime a large marketing/advertising campaign, because many times the message becomes lost. I can't say that I agree with the concept of branding with parks that should remain somewhat unique.

All of that being said, it is a pretty cool gesture for the company to offer passholders something for their continued business. They could have given nothing at all.

[CoastersRZ]

Well, the real aim of giving the pass holders the jackets is to entice them to renew their passes and/or buy a 2008 season pass. The more people that buy season passes means the more money that will flow into Cedar Fair`s coffers.

[cstrwomann]

I was upset that they changed Fear Fest to Halloween Haunt and are making it an upcharge next year and not telling the GP/season pass holders how they are going to work it next year. I am upset that they dropped the Paramount license and are getting rid of the theming in the park. This is what made the parks different from other parks.

[Gordon Bombay]

First, where has it been confirmed that all paramount theming is going? Cedar Fair has a seperate licensing agreement for each attractions theme and a seperate agreement to use the Paramount mountain and logos, so which license are you specifically talking about?

Second, what more do you want to know about Halloween Haunt for next year? They've alreayd said they're going to upcharge it and deliver a more intense event, I dont see how anyone has been misinformed here.

[KIBeast]

^I thought that they told the GP with season passes that HH would be an upcharge next year. Could be wrong. I think it should be an extra upcharge anyways. The parks are spending all of this extra money to do the Halloween thing and then no extra money comes in(outside of the sector that buys tickets)? Doesn't sound like a good business decision to me.

[Gordon Bombay]

They did announce officially that it will be an upcharge next year, whcih is why i dont see how cstrwoman feels shes been mislead.

[Browntggrr]

That and the fact that they gave no closing notice or final oppurtunity for the town that called the park their own for 120 years to visit really bothers me about the whole thing.

If CF would have announced that GL was closing to give the few people that actually enjoyed the park one last visit, thye had the potential of having mo staffing.

Think about it; what motivation would a miniumum wage worker have to come to work kowing that their job is gone no matter what?

[The Interpreter]

A retention bonus if you stayed til the last day?

Not that unique a tactic...but then it does require a corporation respect the employees who make its business possible.

[Reclaimer]

My take on establishing a singular brand for the parks:

It could turn out pretty nasty.

When you have parks that are known individually, as they have been for some time. "I'm going to Kings Island today", etc...If Carowinds makes an unpopular move with the public, Kings Island and the other parks don't really feel the heat. If CF keeps moving to establishing this brand and it does get to the point where the GP start relating the parks in the chain as one entity...that's where the trouble can begin.

Let's say, hypothetically, 10 years down the road all the parks in the chain are carrying a strong, nationally known, 'corporate brand' of Cedar Fair. You say Kings Dominion, the public automatically thinks "ok, Cedar Fair"...If, at that time Cedar Fair decides to close, say, Michigan's Adventure (again, just speaking hypothetically), there will be public backlash at a lot, if not all, of the parks in some way. What could've been just a small black eye to the MIA fans, enthusiasts, CF corporate, and the unit-holders has now turned into a national problem for the company. If someone out in CA, for instance, saw this on the news, they would instantly recognize the standard CF logo, place it with Great America...and their reaction, if any, would more than likely affect Great America.

And that's just one arm to the issue. There are other potential problems as well. A lot of people are starting to view big corporations as 'evil' and 'not in the best interest of the consumer'. While this doesn't always hold true, especially in the amusement industry (Disney, Universal, etc)..it could be a problem in the future. When you've got individual, regional parks in the company, it just looks better to the average person. It feels better, thinking you're in a local park with local interests, rather than being a part of a corporate giant.

[erniebald57]

They are upcharging for Halloween next year, but delivering a more intense event....I'll believe that when I see it. What exactly are they going to do that's any different than past events? Probably very little. This is just another financial move to recoup the extra costs that go into a Halloween event and to maximize profit so they can pull themselves out of the hole. The assembly of props, sets, and the extra staffing as characters all come with a price tag for the park. The cost of these events is higher, although I don't remember there ever remotely being a shortage of guests at Fearfest.

As far as the last rides at Geauga Lake go...

Offering a bonus for employees to stay throughout the year is the incentive, and to those in management, many in management could bid for relocation or have a nice fat bonus of their own at the end. I'll bet all the money in the world that Geauga Lake's attendance would have skyrocketed for 2008 if they had at least kept the park side open another year and made a last year announcement. The park would have profited handsomely and the people would have come. The park has been around for 120 years. It has been there since the beginning of the Amusement park business. It was a survivor of the depression, both World Wars, and the bottoming out of the industry when hundreds of parks went out of business. It should have been cared for better, and the fact that it's closing because the previous two owners have driven it into the ground with poor business choices is sad.

A previous post hit it on the nose with branding. The parks should maintain their own reputation and bring their own unique offering to the table. Six Flags is a prime example. Everyone used to talk about how bad Magic Mountain was, or how crappy Great America or Great Adventure was. Pretty soon there was talk about how every Six Flags park was bad. The truth is that some pretty good parks still managed to exist under the old Six Flags guard (Fiesta Texas, St. Louis, Over Texas) and were never talked about because there was so much bad press. Not that Cedar Fair would run their parks as poorly as Magic Mountain was ran, but it's good to keep them separate, especially if they are going to be regional draws rather than national ones.

[Cory Butcher]

Ok, so far many posts have reflected the idea that the parks should maintain their own separate identities as if they were not all a part of a much larger brand. To that I post this question:

In the USA we have this idea of a centralized National Government where the national government is relatively weak compared to other governmental structures, and the States all have a separate government ran the way they choose as long as it does not conflict with the Constitution. We still no matter what state we are from say that we are USA, or no matter what city we live in, say we belong to the great state of [...]. So my question is, why couldnt that form of recognition be carried down to Cedar Fair or any other ride company and its parks. Why can't their be an understanding of the brand and a separation of the products? More directly, Why can't The park chain be represented as Great like a Disney, and still keep the identity of its parks separate from one another?

It seems to me that if you really try hard you could have a greatly recognized brand, and unique seperately identified parks, that could all promote each other. Everything we have seen so far with that model is carbon copy parks like the former PP, and even the Six Flags parks of old (I realize they are still doing this with the new batman coaster additions). But who is to say that this can't be done?

[westcoaster]

well I dont' think if you add the same rides at 4 parks and you own say 12 it really hurts. Each park is a lil different and has a few attractions that set it far apart:

Like Kings Island the eifel tower, beast,racer,boomerang bay, and then knotts excellarator,the log flume, and the ghost town.

Cedar Point all its flat rides and 17 coasters.

I really think I would still go to parks if they had some of the same coasters:

as long as the parks keep its idenity:

[KIfan73]

This brings up a point that I thought about during a visit to KI this summer. There's several reasons I thought of that would make it tough to run a corporation whose main "product" is amusement parks.

First, how many other companies have to offer the same "products" (in an amusement park's case would be rides, attractions, etc.) that they've had 20, 30, or more years while trying to remain fresh and offer new experiences? There's new clothes, cars, etc. every year. They can't tear down an amusement park and start over every year. Cedar Fair (in the example of Kings Island) has to offer their customers stuff that was installed, what, 3-4 owners and 35 years ago?

Second, there's not many alternative distribution channels if you own an amusement park. You have to continue to bring your entire market to you. Wal-Mart or McDonald's can just throw up a store wherever there's a market for it.

Third, and this is related to the one above: You're such a large distance from a majority of your market. I would think you would have to rely so heavily on people just (hopefully) remembering the good times they had at your park, and want to come back. Your "storefront" isn't seen every few miles and in lots of towns.

[jzarley]

Ok, so far many posts have reflected the idea that the parks should maintain their own separate identities as if they were not all a part of a much larger brand. To that I post this question:

In the USA we have this idea of a centralized National Government where the national government is relatively weak compared to other governmental structures, and the States all have a separate government ran the way they choose as long as it does not conflict with the Constitution. We still no matter what state we are from say that we are USA, or no matter what city we live in, say we belong to the great state of [...]. So my question is, why couldnt that form of recognition be carried down to Cedar Fair or any other ride company and its parks. Why can't their be an understanding of the brand and a separation of the products? More directly, Why can't The park chain be represented as Great like a Disney, and still keep the identity of its parks separate from one another?

It seems to me that if you really try hard you could have a greatly recognized brand, and unique seperately identified parks, that could all promote each other. Everything we have seen so far with that model is carbon copy parks like the former PP, and even the Six Flags parks of old (I realize they are still doing this with the new batman coaster additions). But who is to say that this can't be done?

As has been mentioned before, building a strong brand identity in consumers' mind takes time and is costly. Could CF achieve the brand strategy you've outlined above? Sure...why not (as a former boss used to say "you can do anything you want if you've got enough time and enough money"), but the question is why would they want to? Where is the ROI in taking the time, effort, and money in making people think "Cedar Fair" as soon as they think "Kings Island." What is the value for shareholders?

[Browntggrr]

I'll bet all the money in the world that Geauga Lake's attendance would have skyrocketed for 2008 if they had at least kept the park side open another year and made a last year announcement. The park would have profited handsomely and the people would have come.

Kind of like when Art Modell decided to move the Browns out of Cleveland?

Sure, people stopped going to games. (Attendance dropped from 80,000 to just over 50,000)

All advertising was pulled.

People virtually destroyed the stadium.

Sure CF could have offered a bonus to try and keep some employees at the park for it's final days. But there is no guarantee of how many would say yes to the offer. What would have happened if CF made the announcement that the park is closing and the park was only half staffed? It would have been absolute chaos. Not to mention that some employees would have welcomed a bonus initially, but then renege later and not show up. Planning for the whole thing would have been a nightmare.

It was simply a business decision. The negatives outweighed the positives.