But company officials don’t see costly new roller coasters as the only way refresh the parks and attract customers.
“We want to be a family park before we’re a thrill park. With Cincinnati and the Mason area being so family-oriented, as long as we keep giving them a reason to come out here, it doesn’t have to be thrill rides. It can be attractions. It can be special events that we’ve done,” said Kings Island General Manager Greg Scheid.
“We have to keep coming up with new reasons to get people out here that don’t cost $30 million dollars,” he added.
The most recent roller coaster to open at Kings Island was Diamondback in 2009 for $22 million, the park’s biggest single investment to date.
Kings Island opened for its 40th season Saturday, the “heart” of Warren County’s tourism industry. Cedar Point, which opens May 12, features a new light show this year.
Matt Ouimet, the company’s president and chief executive, spent most of his career in the industry with Walt Disney Co. In January, Ouimet said his plans revolve around an enhanced guest experience, more products and events and company partnerships.
“It’s important to have a balanced mix between thrill rides and family attractions,” Ouimet said.
Ouimet became president of Cedar Fair June of last year and CEO in January. He succeeded Dick Kinzel, who retired after serving as president and CEO of the company since 1986.
Cedar Fair bought Kings Island in 2006 from CBS Corp.
The past two years have been record ones for Cedar Fair with attendance in 2011 reaching 23.4 million people, according to the company. Attendance figures aren’t disclosed for the parks separately.
Kings Island opened in 2011 the $5 million ride Windseeker and the approximately $1 million Dinosaurs Alive! exhibit of animatronic figures that was copied in four other Cedar Fair parks in 2012. A $10 million expansion of its water park opens in May, now called Soak City, Scheid said.
Four new leadership positions have been created and filled in the last year: vice presidents of sales, strategic alliances and food service, and chief marketing officer.
Kings Island corporate-driven changes this year include fresh hamburgers, salads and fruits, burritos, gluten-free pizza and higher-end snacks, more competitive offerings hoped to entice customers to eat on-site rather than on the street, Scheid said. Guests will be picked randomly from the Midway for surprises. A child will be selected from the audience every night to push a button to start the fireworks show.
Gary Slade, founder, president and editor of industry publication Amusement Today, said roller coasters will continue to be important, but an increased family focus will also help Cedar Fair drive spending inside the park on food, T-shirts and games.
“If you have a family that wants to go to Kings Island, that family of four will spend more than the teenager that goes there with a season pass,” he said.
Contact this reporter at (513) 705-2551 or clevingston@coxohio.com.
About the Author