At Kinetic319, we believe strongly in listening to what customers have to say. We recently conducted a survey of 269 different consumers (collecting 113 completed responses) to get an idea of what drives their decisions related to vacation planning and theme park attendance specifically. This blog post was created based on the results of that survey.
Ever wonder what drives someone to choose one theme park over another? What motivates them to spend weeks planning their dream day? Or what stops them in their tracks before clicking “Confirm Purchase”?
At Kinetic319, these consumer insights are at the heart of what we do, whether it’s for a theme park, a clothing brand, or any other business trying to make a more profound impact on its customers.
To dig a little deeper into this particular industry, we partnered with Planet Propaganda to conduct a nationwide survey on theme park consumer behavior. This data has unveiled powerful patterns in how people make decisions about leisure experiences, offering lessons any marketer can apply to elevate their strategy.
Whether your business is tied to entertainment, leisure, or just trying to connect with prospective customers in smarter ways, there’s something here for you.
Let’s explore seven marketing lessons inspired by theme park-goers and show you how to turn these insights into actionable strategies for your brand.
Who’s Visiting? Demographics Matter
Here’s something our survey made clear: Knowing who your audience is gives you the marketing equivalent of a treasure map. We surveyed 113 potential customers who were seeking to attend a new theme park within the next six months.
According to our data, the majority of theme park visitors are women (60%) and the largest age group skews between 30-44. Household incomes mostly sit between $25,000 and $99,999, meaning these are everyday families and professionals treating themselves to something special.
For marketers, this means targeting those mid-life powerhouses that plan family outings while balancing affordability. Women in particular often play the key decision-maker when coordinating group activities. If your campaigns don’t speak directly to them, you’re missing a huge opportunity.
Want to capture their attention? Lean into family-focused messaging and aspirational content that frames the experience as an affordable luxury. Highlight memorable moments, shared laughs, and value-packed offerings.
How Do They Gather Information?
Surprise (or not?): 60% of respondents rely on friends and family for recommendations when deciding which theme park to visit. Word-of-mouth is important here—even when the “word” is happening over text threads or dinner conversations. Social media isn’t far behind, influencing 40% of consumers, followed by travel blogs, online ads, and even good ol’ TV commercials.
Translation for marketers? Build trust by amplifying satisfied customers’ voices. Incentivize them to share their experiences on social media or write glowing reviews with referral programs they actually want to use.
And don’t sleep on your social media game! Showcase user-generated content (because who doesn’t love a happy family photo?) and partner with micro-influencers who align with your brand. People trust other people—not faceless corporations.
What Drives (and Prevents) Theme Park Visits?
Here’s what the survey revealed about why consumers choose a theme park (or don’t):
The motivators? Ticket pricing and promotions (60%), proximity to home (40%), and diverse ride offerings (40%) are top of the list.
The barriers? High ticket costs (35%), scheduling conflicts (25%), and concerns about crowding/wait times (25%) all get in the way.
This paints a clear picture for marketers. If you want to attract customers, give them flexible pricing models they can’t resist. Think tiered ticketing options or subscription-style passes that spread out the cost. Showcase what makes you special, whether it’s exclusive attractions or the convenience of being local.
And those pesky concerns about crowds and wait times? Don’t shy away. Address them head-on. Promote off-peak discounts, implement wait-time apps, or showcase crowd management improvements. You’ll be surprised how far transparency can go in easing people’s concerns, and this is true for any industry - not just those targeting the thrill-seeking market.
Planning the Visit – The First Step
Where do theme park dreams begin? For over 30% of respondents, it’s with a trusty Google search, where they’re hunting for ticket prices. Others dig into park attractions or chat with friends and family about the trip.
This means your digital presence has to shine. Make pricing and ticketing info the star of your website—not a scavenger hunt. Offer interactive tools to help users compare options or create customizable packages that highlight value.
Don’t forget the emotional pull. Engaging content like video tours of attractions, behind-the-scenes peeks into how rides are built, or testimonials from happy families can make decision-makers feel the excitement before they’ve even hit "Buy Now."
Ticketing Insights That Drive Attendance
If there's one truth that stood out from our survey and interviews, it’s this: Money talks, but so does creativity in pricing. Dynamic pricing strategies like tiered tickets and seasonal promos help overcome the cost-conscious mindset of many consumers.
Want to broaden your appeal even further? Partner with complementary venues or host niche events no one else offers. Collaborating with sporting events or music festivals can open up surprising cross-promotional opportunities. Hosting exclusive after-dark events or wine tastings in unusual spaces taps into people’s FOMO (fear of missing out).
These extras not only create buzz but also foster loyalty, especially if you use urgency-based marketing like limited-time offers or countdowns.
Quick Pro Tips from Expert Operators
Need proof that these strategies work “IRL,” and not just in the datasets? Smart theme parks are already leading by example. For instance, Epic Universe builds steady momentum with consistent updates, keeping excitement topped up months (or years!) before opening day.
Season passes are another genius move. By crediting part of a day pass toward an annual membership or offering payment plans, operators turn what could’ve been a one-time visitor into a returning fan.
And don’t underestimate the power of small perks. Early entry incentives or surprise upgrades leave customers feeling valued, sparking positive word-of-mouth that expands your reach.
For marketers, the bottom line is this: Stay on your audience’s radar, focus on long-term value, and prioritize personalized experiences that delight customers when they least expect it.
How Kinetic319 Can Help Your Brand
At Kinetic319, we know how important fresh, actionable data is for crafting marketing strategies that get results. Whether you’re in entertainment, leisure, or another industry trying to inspire your audience, insights like these can directly inform your success.
Now it’s your turn to act. What strategies can you implement today to level up your marketing efforts? Are there small tweaks or big shifts you’ve been holding off on?
If you need support along the way, we’re here to help. Contact Kinetic319 for expert advice, tailored strategies, and insights that transform your thinking (and your conversions).
Together, we’ll make the impossible feel effortless.