Client Impact
Transforming a Walk-Up Experience Into an Online-First Growth System
The Challenge
A well-established waterpark had built a successful business based on walk-up ticket sales and traditional TV advertising.
While the model worked, it created long lines, inconsistent guest flow, and heavy exposure to weather-related revenue swings.
Leadership knew the experience needed to evolve — but changing a system that had worked for over a decade carried real risk. There was concern about customer reaction, pricing perception, and how to roll out a major change without damaging trust.
The Strategic Shift
We led a coordinated transition to an online-first ticketing model supported by demand-based dynamic pricing, similar to strategies used by ski resorts.
At the same time, we rebalanced the marketing approach — maintaining TV while introducing a stronger digital strategy on Meta.
Campaigns were aligned to the buying cycle to drive advance purchases, reduce friction at the gate, and clearly communicate the value of buying online.
Just as important, we guided leadership and staff through the change — helping to define the overall strategy, customer messaging, and how marketing, operations, and staffing worked together inside the new system.
Key Results
✅ Revenue increased in the first year, with even stronger performance the following season
✅ Advance ticket purchases reduced weather-related risk and smoothed daily operations
✅ Guest experience improved with shorter lines and less frustration at entry
✅ Google reviews increased significantly, with higher overall ratings tied directly to a smoother arrival and purchase experience
✅Marketing spend delivered stronger ROI across TV and digital
✅ Staffing became more predictable and efficient during peak days
Most importantly, leadership moved from reacting day to day to operating with confidence inside a clear growth system.
