PowerPoint Presentation

Chris Salerno Director of Sales & Marketing Taylor Bulischeck Leisure Sales Manager

Role of Special Events in the marketing mix

A summer tradition 118 years in the makingKennywood is Americas finest traditional amusement parkThe Pittsburgh-area park offers a unique mix of classic rides and modern thrills, including six roller coasters, a 14-ride Kiddieland, and several attractions that cannot be found anywhere elseKennywood, founded in 1898, continues to provide unforgettable fun for all ages

Our Story starts at the end of the lineThe trolley line The park started as a marketing ployKennywood was one of a dozen trolley parks in the Pittsburgh areaToday, it is the last surviving one

How To generate 1M Guests annuallyProvide new reasons to generate visits from repeat guests Create an additional value-added experienceFind tactics to reach new, unique market segments and audiences Learn ways to demonstrate competitive differentiation

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The importance of eventsGenerate incremental visits from both repeat and new prospects Create additional value and enhance guest experienceCommunicate image and gain additional PR & social media opportunities Garner media coverage from promotional partners and sponsors

Summer Events Roller Coaster Race KidsfestCelebrate AmericaWTAE SummerfestKDKA DayFall FantasyFirst Responders DayGrandparents DayBrews in the Park NEW for 2016!

Italian heritage weekendDescriptionKennywoods most popular Heritage DayRich history going back 80 years Special entertainment, local food vendors, plus the annual Italian Day parade and fireworksTarget Demographics Family audience from both Italian community, as well as the larger Pittsburgh community

Kidsfest Description An early season tactic to generate incremental visits from families with young children Children experience Kiddieland and other kid friendly attractionsProvide value-added experience for young children Meet their favorite princesses and superheroes Other special, limited entertainment available Target DemographicsMoms 24- 49 with young children 3-10 years of age

Fall FantasyDescription Annual August event featuring the finest local and regional high school and university marching bandsDesigned 57 years ago to generate incremental evening businessNearly 200 marching bands perform each evening over a17-day eventTarget Demographics Parents and grandparents of teens and young adults who perform

Brews in the Park DescriptionStratwood Catering, the official Caterer of Kennywood Park, presents craft beer festival a new tactic introduced to extend Parks operating season post Labor DayResponsible guests can taste 100 plus craft beers, listen to live music, and enjoy special food offerings Target DemographicsCarnegie Mellon Students, above 21 years of age, who like to drink! Young adults, especially those that havent been to park in years

Our award-winning Seasonal eventsAmusement industry publication Amusement Today has taken notice of the attention to detail that goes into our seasonal events.

Phantom Fright Nights Named One of the BEST Halloween Events Holiday Lights Named One of the BEST Christmas Events

Seasonal EventsTraditionally Kennywood would close on Labor DayParks operating schedule was extended to include two seasonal events targeted at two completely different audiences: Phantom Fright NightsHoliday Lights

Phantom Fright NightsPhantom Fright Nights debuted in 2002 Kennywoods traditional family fun atmosphere replaced with a new, frightening experience that targeted teens and young adults

Holiday Lights A family event popular with multi-generations Park features 1.5 million lights twinkle and holiday light show Pennsylvanias tallest Christmas tree (90 feet!!) Nightly lighting ceremony Holiday-themed entertainment

Advertising Special events Multi-channel approachE-blasts, direct mail and inserts Traditional media channels and new media channels Public relations and social media increasing importance Role of Kennywoods 10 person Sales Department

Commercial

Radio Spot

Billboard

E-Blast

Online

Thank you!

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