About
Cedar Fair is one of the largest regional amusement resort operators in the world, owning several parks and hotel properties throughout North America. Some of their best known properties include Cedar Point, Kings Island, and Knott’s Berry Farm. Cedar Fair’s goal is to make people happy by providing fun, immersive, and memorable experiences to its guests.
The Challenge
Each year, Cedar Fair hosts nearly 27 million visitors across all of its properties, making communication between the brand and its guests a primary focus. From teens spending the day with their friends at a park to families with young kids and grandma and grandpa.
Cedar Fair parks run the gamut of ages and number of visitors. All those guests create a lot of data for Cedar Fair, but synchronization is a challenge given all the different scenarios:
- Most of the visitors to the park have at least one device they are connecting to the park wifi while onsite.
- Visitors also may have purchased tickets from their desktop computer at home or work, but are now in the park with a hand-held device.
- Parents may have purchased their teen’s tickets but the teens are visiting without their parents in the park.
Very quickly, the data points increase exponentially, and tying behavior to customer profiles can be exceedingly difficult.
The Solution
To learn more about their guests and create a better pre-park, in-park, and post-park experience, Cedar Fair works hard to de-anonymize data, which in turn improves Cedar Fair’s bottom line. One area of focus is the in-park wifi. Cedar Fair wants guests to have to register for it only one time, forever.
