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Case Study: Knott's

Knott's Southern California Resort

Engagement Summary

everse created an online channel to market and sell tickets to Knott's Southern California Resort's entire family of properties, including Knott's Theme Park, California Marketplace, Soak City U.S.A., Oasis water parks, and the Radisson Resort Knott's Berry Farm hotel.

Client Profile

America's first theme park, Knott's Berry Farm began charging admission in 1968 and became a member of the Cedar Fair, L.P. family of amusement parks and resorts in 1998.

Business Challenges

Knott's needed a new channel to market and sell tickets to its Southern California Resort family of attractions and accommodations. In creating this channel, the company faced a number of challenges:

  • The company had no central, automated means of selling tickets and boosting traffic to its entire family of properties.
  • The resort had little market penetration beyond Southern California.
  • The visibility of the resort's newly remodeled accommodations was limited.
  • Target audiences were often unaware of the resort's entire group of facilities and attractions.
everse Solution

everse created a portal for Knott's Southern California Resort that communicates the appeal of the resort's facilities and sells tickets to visitors around the world. The solution includes:

  • A registration application that facilitates enrollment and captures user information for e-mail campaigns and direct marketing programs.
  • A custom content management system that enables Knott's to update the portal quickly and easily.
  • Intuitive information architecture, user-friendly navigation, and a colorful interface that capture the entertaining and exciting qualities of the resort.
  • Integration of a third-party eCommerce application that expedites ticket purchasing and processing.