How is that possible? Believe it or not, dining season passes are incredibly profitable for theme parks.
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>>How is that possible? Believe it or not, dining season passes are incredibly profitable for theme parks. Six Flags and Cedar Fair executives regularly boast during quarterly reports about the ever-increasing revenue generated from season dining plans. SeaWorld is simply jumping on a burgeoning industry trend.<<
>>The dining annual passes make financial sense to theme parks for a number of reasons. For starters, the low-priced dining annual passes create the perception of value and savings in a theme park industry that is increasingly viewed as expensive. They drive annual pass sales to the park. Those annual passes increase return visits which in turn increase per-capita spending by visitors. Annual passholders are loyal customers who attend seasonal festivals and purchase exclusive offers — like the new All-Season Dining Pass. It’s a virtuous cycle for the parks.<<
>>If dining passholders feel like they are eating for free, then they will be more likely to opt for a side of French Fries, fruit smoothie or decadent dessert. Or spring for a full-priced beer or wine with their meal.
The most basic add-on to any dining plan entree will be a soft drink at theme park prices. The high profit margins on soda often mean that the cup costs the retailer more than the drink. That means you will have to drink gallons of soda to get a return on your $35 investment in the beverage annual pass.
What theme parks know is that a season-long dining pass is like a gym membership or extended warranty. They make sense when you break down the overall cost. But there are plenty of visitors who will never extract the full value out of the plan. Which makes it affordable for those who do and profitable for the theme parks.<<