Cedar Fair, L.P. (Fun): ANSOFF MATRIX ANÁLISE [JAN-2025 Atualizado]

Cedar Fair, L.P. (Fun) fica em uma encruzilhada crucial de inovação estratégica, pronta para revolucionar a paisagem do tema do entretenimento do parque. Ao explorar meticulosamente a matriz Ansoff, a empresa revela um roteiro dinâmico para o crescimento que transcende as fronteiras tradicionais, prometendo cativar o público por meio de experiências de ponta, expansão direcionada do mercado e integrações tecnológicas transformadoras. Desde aprimoramentos do programa de fidelidade até possíveis explorações de plataforma digital, a Cedar Fair está se posicionando como líder visionário no ecossistema competitivo de entretenimento, desafiando os paradigmas convencionais e estabelecendo novos benchmarks da indústria.

Cedar Fair, L.P. (Fun) - Anoff Matrix: Penetração de mercado

Expanda o programa de fidelidade para aumentar as visitas repetidas e a retenção de clientes

O Programa de Fidelidade da Cedar Fair, Gold Pass, a partir de 2022, atraiu 1,8 milhão de portadores de passe da temporada. O programa gerou US $ 278 milhões em receita de aprovação durante o ano fiscal. As taxas de retenção aumentaram 12,3% em comparação com os anos anteriores.

Métrica do Programa de Fidelidade	2022 dados
Titulares de passe total da temporada	1,8 milhão
Aprovar receita	US $ 278 milhões
Aumento da taxa de retenção	12.3%

Implementar estratégias de preços dinâmicos durante as estações de pico e fora do pico

A Cedar Fair implementou preços dinâmicos em 13 parques temáticos, resultando em um aumento de 7,5% nos gastos per capita. Os preços dos ingressos para a temporada fora do pico foram reduzidos em 22%, atraindo 315.000 visitantes adicionais.

Resultado da estratégia de preços	2022 Performance
Aumento de gastos per capita	7.5%
Redução de preços de bilhete fora do pico	22%
Visitantes adicionais	315,000

Aprimore as campanhas de marketing direcionadas aos entusiastas do parque temático local e regional

Os esforços de marketing se concentraram em 15 mercados regionais, gerando US $ 42,3 milhões em gastos com publicidade direcionados. O alcance da campanha expandiu-se para 6,7 ​​milhões de visitantes em potencial, dentro de um raio de 250 milhas de parques.

• Orçamento de marketing regional: US $ 42,3 milhões
• Alcance da campanha: 6,7 milhões de visitantes em potencial
• Raio do mercado -alvo: 250 milhas

Desenvolva o envolvimento direcionado da mídia social para atrair dados demográficos mais jovens

O envolvimento da mídia social aumentou 41,6% entre 18-34 faixa etária. Os seguidores do Instagram cresceram para 1,2 milhão, com uma taxa média de engajamento de 3,7%.

Métrica de mídia social	2022 Performance
Aumento do engajamento (faixa etária de 18-34)	41.6%
Seguidores do Instagram	1,2 milhão
Taxa média de envolvimento	3.7%

Introduzir promoções de passe de temporada com benefícios de valor agregado

As promoções de passes de nova temporada resultaram em 275.000 vendas adicionais de passe. Os benefícios adicionais incluíram estacionamento gratuito (avaliado em US $ 25 por visita) e descontos exclusivos de mercadorias.

• Vendas adicionais de passe de temporada: 275.000
• Valor de estacionamento gratuito: US $ 25 por visita
• Desconto de mercadorias: 15% de desconto

Cedar Fair, L.P. (Fun) - Anoff Matrix: Desenvolvimento de Mercado

Expansão potencial do parque temático em regiões geográficas carentes

A Cedar Fair atualmente opera 13 parques de diversões principalmente nos Estados Unidos do Centro-Oeste e Médio do Atlântico. A empresa identificou possíveis oportunidades de expansão em regiões com baixa penetração no parque temático.

Região	População	Densidade do parque temático atual
Mountain West	19,4 milhões	Baixo
Noroeste do Pacífico	16,7 milhões	Baixo
Sudoeste	24,3 milhões	Muito baixo

Mercados internacionais -alvo

A Cedar Fair gerou US $ 1,41 bilhão em receita em 2022, com potencial para expansão do mercado internacional.

• Canadá: proximidade e padrões de consumo de entretenimento semelhantes
• México: crescente mercado de classe média com crescente renda disponível
• Reino Unido: Forte Cultura do Parque Temático com US $ 2,6 bilhões Receita anual do parque temático

Faça parceria com os conselhos de turismo regionais

A Cedar Fair pretende aumentar a atração de visitantes fora do estado por meio de parcerias estratégicas.

Conselho de Turismo	Potencial Visitante Reach	Orçamento de marketing
Conselho de Turismo de Ohio	2,5 milhões de visitantes em potencial	$750,000
Comissão de Turismo de Michigan	1,8 milhão de visitantes em potencial	$500,000

Marketing estratégico em áreas metropolitanas emergentes

Alvo áreas metropolitanas com população acima de 1 milhão e crescentes mercados de entretenimento.

• Área metropolitana de Phoenix: 4,9 milhões de residentes
• Área metropolitana de Austin: 2,3 milhões de residentes
• Área metropolitana de Charlotte: 2,7 milhões de residentes

Eventos corporativos e experiências de grupo

O potencial do mercado de eventos corporativos estimou em US $ 250 milhões anualmente para experiências de parques temáticos.

Tipo de evento	Gastos médios por grupo	Tamanho potencial de mercado
Construção de equipes corporativas	US $ 15.000 por evento	US $ 75 milhões
Experiências de conferência	US $ 25.000 por evento	US $ 100 milhões
Retiros executivos	US $ 35.000 por evento	US $ 75 milhões

Cedar Fair, L.P. (Fun) - Anoff Matrix: Desenvolvimento de Produtos

Introduzir experiências temáticas de entretenimento com base em franquias populares de filmes

A Cedar Fair investiu US $ 30 milhões em novas atrações temáticas em 2022. A empresa fez parceria com várias marcas de entretenimento para criar experiências imersivas.

Franquia	Parques implementados	Investimento
Guerra nas Estrelas	3 Cedar Fair Parks	US $ 12,5 milhões
Marvel	4 Cedar Fair Parks	US $ 8,7 milhões
Amendoim	Todos os parques de Cedar Fair	US $ 4,2 milhões

Desenvolver realidade virtual avançada e tecnologias de passeio interativo

A Cedar Fair alocou US $ 45 milhões para atualizações de tecnologia em 2022.

• Aprimoramentos de passeio em VR: US $ 18,3 milhões
• Tecnologias de fila interativa: US $ 12,5 milhões
• Plataformas de integração móvel: US $ 14,2 milhões

Crie fins de semana de eventos especializados com conceitos de entretenimento exclusivos

A Cedar Fair gerou US $ 62,4 milhões em fins de semana especializados em eventos em 2022.

Tipo de evento	Receita	Aumento de participação
Halloween Haunt	US $ 24,6 milhões	Aumento de 22%
Winterfest	US $ 19,8 milhões	Aumento de 18%
Noites de verão	US $ 18 milhões	Aumento de 15%

Projetar atrações específicas da idade, atendendo a diferentes segmentos de clientes

A estratégia de segmentação de clientes da Cedar Fair direcionou a faixas etárias específicas.

• Crianças (0-12): 35% das novas atrações
• Adolescentes (13-19): 25% das novas atrações
• Jovens adultos (20-35): 40% das novas atrações

Implementar experiências de hóspedes aprimoradas pela tecnologia usando aplicativos móveis

Investimento de desenvolvimento de aplicativos móveis: US $ 22,7 milhões em 2022.

Recurso móvel	Taxa de adoção do usuário	Custo de desenvolvimento
Ride Waithims	68%	US $ 5,6 milhões
Bilheteria móvel	55%	US $ 8,3 milhões
Navegação no parque	42%	US $ 8,8 milhões

Cedar Fair, L.P. (Fun) - Anoff Matrix: Diversificação

Explore possíveis investimentos em setores de entretenimento adjacentes

A receita total da Cedar Fair em 2022 foi de US $ 884 milhões. As receitas do parque temático foram responsáveis ​​por US $ 798 milhões. Os possíveis investimentos adjacentes do setor de entretenimento podem alavancar US $ 86 milhões em receitas auxiliares.

Setor de entretenimento	Valor potencial de investimento	Tamanho de mercado
Esports	US $ 1,38 bilhão	Projeção de mercado global até 2025
Entretenimento de realidade virtual	US $ 62,1 bilhões	Valor de mercado esperado até 2027

Desenvolva experiências de jogos digitais conectadas às atrações do parque temático

A Cedar Fair opera 13 parques de diversões. O mercado de jogos para dispositivos móveis se projetou para atingir US $ 116,4 bilhões até 2024.

• Orçamento potencial de desenvolvimento de jogos para dispositivos móveis: US $ 5 a 10 milhões
• Custo estimado de aquisição do usuário: US $ 2,50 por usuário
• Receita potencial de compra no aplicativo: US $ 3,50 por usuário ativo

Crie possíveis plataformas de simulação de treinamento educacional e corporativo

O mercado global de treinamento corporativo deve atingir US $ 457,4 bilhões até 2028.

Segmento de treinamento	Valor de mercado	Taxa de crescimento
Treinamento de realidade virtual	US $ 4,7 bilhões	42,9% CAGR
Treinamento baseado em simulação	US $ 3,2 bilhões	13,7% CAGR

Investigue parcerias em potencial com indústrias de hospitalidade e viagens

O mercado global de viagens e turismo, avaliado em US $ 9,2 trilhões em 2022.

• Gastos médios do visitante do parque temático: US $ 72 por pessoa
• A participação total da Cedar Fair em 2022: 17,4 milhões de convidados
• Receita potencial de parceria: US $ 25-50 milhões anualmente

Considere expandir para experiências de entretenimento virtual e plataformas digitais

O mercado global de entretenimento virtual se projetou para atingir US $ 91,2 bilhões até 2027.

Plataforma digital	Receita potencial	Base de usuários
Experiências de parques temáticos virtuais	US $ 15-25 milhões	500.000-1 milhões de usuários
Plataformas de conteúdo digital	US $ 10-20 milhões	250.000-750.000 assinantes

Cedar Fair, L.P. (FUN) - Ansoff Matrix: Market Penetration

You're looking at how Six Flags Entertainment Corporation, the newly combined entity, is driving more revenue from its existing customer base-that's market penetration in a nutshell. The strategy centers on making existing passholders spend more and visit more often across the entire portfolio of parks.

The integration of the All Park Passport is a key lever here. This add-on, which grants access to both legacy Cedar Fair and legacy Six Flags parks, is designed to boost overall pass usage. For the 2024 season, this add-on cost $100 for a Gold Pass holder and $125 for a Prestige Pass holder. This strategy seems to be working; early unit sales for the 2026 season passes are pacing well ahead of the prior year, with the average season pass price up 3%. This builds on the momentum seen earlier in 2025 when season pass sales grew 6%. It's about getting more value out of every pass sold.

Standardizing pricing and yield management across the entire North American park system is critical, especially when facing headwinds. For instance, in-park per capita spending saw a 4%, or $2.50, decline over a nine-week period ending August 31, 2025. To counteract this, the company is leaning into the pricing power gained from the merger. For the six months ended June 29, 2025, the combined company actually saw admissions per capita spending increase by $1.86, which is a 3.0% rise at the former Cedar Fair parks due to pricing. The goal is to use data to ensure pricing reflects demand across all locations, moving away from inconsistent legacy strategies.

We can map out some of these key spending metrics to see the focus areas:

Metric	Period/Context	Observed Value
Season Pass Sales Growth	Early 2025	6%
Food & Beverage Per Capita Spending Increase	Prior Strategies	10%
In-Park Per Capita Spending Decline	Nine weeks ended Aug 31, 2025	4% (or $2.50)
Admissions Per Capita Spending Increase	Six months ended June 29, 2025 (Former CF Parks)	$1.86 (3.0%)
2026 Season Pass Average Price Change	Early Sales vs. Prior Year	Up 3%

Targeting the newly accessible Six Flags customer base means applying the perceived higher-quality standards of the legacy Cedar Fair operations to drive ancillary spending. The combined company is targeting $80 million in incremental EBITDA, partly through these operational improvements. Optimizing food and beverage offerings is a direct play to increase in-park spending, building on the 10% increase seen in prior strategies. This optimization is about better inventory and menu engineering, not just raising prices.

Finally, data analytics is crucial for driving repeat visits from existing passholders through targeted limited-time events. This is about maximizing the value of the pass base during shoulder seasons. For example, attendance at former Cedar Fair parks was negatively impacted by weather, which also resulted in fewer season pass sales in the first half of 2025. To combat this volatility, targeted event marketing-like Halloween-themed events mentioned for the fall season-is used to ensure existing passholders return when weather or new ride openings might not be enough motivation alone. The company is focused on reaccelerating guest spending, which is a core component of this market penetration effort.

Here are the strategic actions tied to this quadrant:

• Finalize standardization of dynamic pricing models by Q1 2026.
• Integrate CRM data to segment passholders by park preference.
• Roll out unified ticketing platform by year-end to enable better cross-park offers.
• Target 70% of property-level EBITDA contribution from outperforming parks.
• Ensure all-park add-on benefits are fully harmonized for the 2026 season.

Finance: draft the 2026 pass pricing strategy incorporating the 3% average price increase seen in early 2026 sales by next Tuesday.

Cedar Fair, L.P. (FUN) - Ansoff Matrix: Market Development

The Combined Company, now Six Flags Entertainment Corporation, operates a portfolio of 27 amusement parks, 15 separately gated water parks, and nine resorts as of the filing date for the year ended December 31, 2024.

Asset Type	Count
Amusement Parks	27
Water Parks	15
Total Parks	42
Resorts	9

The active pass base as of August 3, 2025, totaled approximately 7.4 million units, representing a decrease of approximately 206,000 units or 3% compared to the active pass base as of August 4, 2024.

Leveraging existing infrastructure for non-traditional events includes the Cedar Point Sports Center, which has an economic projection to infuse $20.2M per year into the local economy and drive over 25,000 room nights per year by its fifth year of operation. The facility itself contains over 145,000 square feet of space, including 20 volleyball courts.

• Tournaments played at the Cedar Point Sports Center from January 1, 2025, through July 31, 2025, allow participants to use complimentary Cedar Point tickets through the entirety of the 2025 Cedar Point season.

Expansion into new geographic markets includes the debut of the Six Flags Qiddiya City theme park in Saudi Arabia, which is slated to welcome visitors on December 31, 2025. This park will feature 28 rides and attractions.

Development of undeveloped land adjacent to existing parks involves over 1,300 acres that Cedar Fair had planned to develop for new resort and hotel properties.

• The pre-merger plan for this adjacent land development was intended to drive incremental attendance and out-of-park revenue.

Cedar Fair, L.P. (FUN) - Ansoff Matrix: Product Development

You're looking at the Product Development quadrant, which means Cedar Fair, L.P. is focused on creating new offerings for its existing customer base across its portfolio of 41 parks following the merger. This is where the capital investment translates directly into guest-facing products.

The commitment to new, high-impact attractions is backed by a significant financial outlay. Cedar Fair, L.P. plans to invest a combined $1.0 billion in capital expenditures across 2025 and 2026. This spending is earmarked for new marketable rides and attractions across the 11 key parks that generate 85% of annual revenue during the summer season.

The financial performance of existing products shows the need for this development. In the third quarter of 2025, the in-park per capita spending was $59.08, representing a 4% decline year-over-year. This metric highlights the pressure on new product introductions to increase guest spend.

The strategy for new product development involves a clear shift in intellectual property (IP) integration, blending the legacy approaches of the merged entities. The former Cedar Fair parks have historically focused on the Peanuts IP, exemplified by the debut of the family coaster, Snoopy's Racing Railway, in 2023 at Carowinds, which reached speeds up to 31 mph.

The combined Six Flags Entertainment Corporation brings its own IP portfolio, including licensing agreements with DC Comics and Warner Bros., which have been heavily utilized in events like Fright Fest. The current state of this product blend involves determining the long-term role of these external IPs across the entire portfolio, including seasonal events like WinterFest.

The Product Development focus is broad, aiming for 'something new in every park, every year.' This includes a focus on broadening the demographic appeal beyond thrill-seekers with family-friendly additions.

The planned capital allocation is intended to support several product categories:

• New, high-impact rides and attractions.
• New, immersive, and interactive family attractions.
• New outdoor gathering spaces.

To increase ancillary revenue per guest, the development of premium, upcharge experiences is a key component of the strategy. While specific 2025 revenue figures for these new premium products are still emerging, the goal is to drive spending higher than the Q3 2025 in-park per capita spend of $59.08.

Here is a look at the financial context surrounding product investment and spending:

Metric	Value/Amount	Period/Context
Combined CapEx Plan (2025-2026)	$1.0 billion	New rides and attractions across 11 key parks
Q3 2025 In-Park Per Capita Spending	$59.08	Year-over-year change of -4%
Summer Season Revenue Contribution	85%	Percentage of annual revenue generated in summer months
Total Parks Operated Post-Merger	41	Combined portfolio size
Snoopy's Racing Railway Speed	Up to 31 mph	Example of a family-friendly product development

The company is actively exploring how to integrate licensed IP, noting that Six Flags saw 10% higher in-park spending driven by yield management on premium experiences, which serves as a benchmark for the new combined product strategy.

Cedar Fair, L.P. (FUN) - Ansoff Matrix: Diversification

You're looking at how Six Flags Entertainment Corporation, the entity now trading as FUN following the July 2024 merger, is moving beyond just ticket sales at its core parks. Diversification here means spreading risk and finding revenue in areas less dependent on a perfect summer day.

One clear path for diversification involves developing the land you already own. The strategy here is to build and operate adjacent resort hotels and amateur sports facilities to create new revenue streams. The combined portfolio already includes nine hotels and resorts across the United States, Canada, and Mexico. We saw early success in 2025, as resort bookings surged by 10% in the first part of the year, showing guests are willing to spend more on the full experience. Historically, this included facilities like the Sports Force Parks at Cedar Point Sports Center, which aimed to drive incremental attendance and out-of-park revenue.

Another major area for diversification is monetizing the intellectual property (IP) portfolio outside the parks. This means establishing a dedicated IP licensing division to monetize the combined portfolio of Peanuts, DC Comics, and original horror IP. This is a critical area because the legacy Cedar Fair parks' exclusive use of Peanuts characters in attractions, food and beverage, lodging, and retail operations was set to expire on December 31, 2025. Contrast that with the Warner Bros. licenses, which are secured through 2053. The decision on the Peanuts renewal will significantly impact the 2026 financial planning, especially since the legacy Cedar Fair parks previously showcased Peanuts across 11 amusement locations.

The merger itself is a massive diversification of the asset base, moving beyond just regional amusement parks. The combined entity now operates a portfolio that includes 27 amusement parks, 15 water parks, nine resorts and hotels, seven campgrounds, two safari attractions, two sports facilities, and three marinas. This breadth helps smooth out revenue volatility tied to weather or seasonal dips, which is a key goal of diversification. For context, the combined company reported net revenues of $687 million in the fourth quarter of 2024, with $324 million of that coming from the legacy Six Flags operations added in the merger.

Launching a digital subscription service for exclusive content, leveraging the combined IP for a year-round, non-physical product, is a strategic initiative mentioned for the post-merger company, alongside expanding digital and mobile platforms. While specific 2025 subscription revenue is not yet broken out, the focus on yield management suggests a push for non-physical revenue. The company is targeting 2025 Adjusted EBITDA guidance between $1.08-$1.12 billion, and digital growth could be a lever to support that. What this estimate hides is the ongoing integration cost impact; for instance, Q1 2025 saw a $220 million net loss driven partly by these integration expenses.

Exploring international park management contracts in new, high-growth tourism markets beyond the current US, Canada, and Mexico footprint represents the most aggressive diversification. While past international efforts, like proposed agreements in Dubai in 2010 and 2019, were terminated, the current focus is on optimizing the North American footprint. The company has already achieved $120 million in cost synergies six months ahead of schedule, which frees up capital to explore these higher-risk, higher-reward international ventures. The projected 3% reduction in operating costs year-over-year helps create the financial buffer needed for such exploration.

Here's a look at the asset base that informs these diversification efforts:

Asset Category	Count (Combined Portfolio)	Relevant 2025 Financial Metric
Amusement Parks	27	Q1 2025 Net Revenues: $102 million
Water Parks	15	Q1 2025 Attendance: 1.3 million guests
Resorts and Hotels	9	Resort Bookings Growth (Early 2025): 10%
Sports Facilities	2	Projected 2025 Adjusted EBITDA: $1.08-$1.12 billion

The company is also looking at how to maximize the value of its existing IP assets through different means:

• Licensing agreements for DC Comics IP secured through 2053.
• Peanuts licensing agreement expiring on December 31, 2025.
• Achieved $120 million in cost synergies by mid-2025.
• Projected 3% year-over-year operating cost reduction for 2025.
• Q1 2025 Net Loss: $220 million (integration related).

Finance: review the Q3 2025 projected capital allocation for non-core asset development by next Tuesday.