Cedar Fair Halloween
One idea of fear. Sixteen ways to deliver it.
Selling Halloween for 16 parks, year after year, meant fighting sameness. The breakthrough: stop marketing the event and start marketing fear itself, showing up where nobody expected and teasing what waited inside the gates. We built a hub-and-spoke model to scale it. The hub created the big ideas and toolkit, and each park made it its own. One idea of fear, 16 ways to deliver it. The result: back-to-back attendance records in 2018 and 2019, then a post-pandemic comeback, with a record October 2021 up 42% over 2019 and sold-out nights at most parks including Knott’s Scary Farm.
