How Attractions Can Capitalize on Valentine’s Day

Dave & Buster’s 

Dave & Buster’s offers a high-energy option for couples looking for a Valentine’s Day outing. This year, repeat visitors will find an ultra-valuable addition to the already-popular Human Crane machine at select locations. In addition to the assortment of regular prizes, Dave & Buster’s raised the stakes by placing engagement rings valued at $15,000 in the machine. 

Melissa Powers, vice president of marketing at Dave & Buster’s, says the response is positive. “The initiative combines a high-value prize with a playful, interactive experience, and taps into Valentine’s Day, when people are always looking for unique and meaningful ways to celebrate beyond the usual experience.” 

Visitors who normally skip the Human Crane machine are encouraged to line up to try their hand at grabbing an engagement ring, creating newfound buzz for Dave & Buster’s. 

SeaWorld San Diego 

An exclusive experience transforms an otherwise typical Valentine’s Day date night into a memorable evening. SeaWorld San Diego taps into this philosophy with multiple unique dining options over Valentine’s Day weekend, including Dine with Orcas. 

Jackie Plaza, vice president of sales and marketing for SeaWorld San Diego, says Dine with Orcas speaks to the park’s desire to be seen as a destination for repeat visits and as a place to celebrate important milestones.  

“Our guests are eager for fresh, meaningful ways to connect with marine animals,” says Plaza, “and it’s essential as a marketer to truly listen—understanding what our audience wants and continually evolving our brand and tactics to be unique, socially shareable, and unforgettable.” 

SeaWorld San Diego’s Turtle Reef Valentine’s Day Dining Experience offers visitors another date-night option that quickly went viral when announced. “We launched [the experience] and utilized social media, earned media, and influencer marketing, as well as our owned channel to market the events,” Plaza shares. “We immediately saw strong excitement and buzz, selling out well in advance. Building on that momentum, the 2026 two-day event sold out earlier than expected, prompting us to add two additional dates, which also quickly sold out.” 

Thanks to that popularity, SeaWorld San Diego now seeks to explore opportunities to expand the underwater dining experience “into a monthly or quarterly offering, maintaining its exclusivity while making it available to more guests throughout the year.” 

Pacific Park 

Pacific Park on the Santa Monica Pier, and specifically its iconic Pacific Wheel, regularly draws visitors as a popular date-night spot. “The Pacific Wheel earned national recognition as one of Los Angeles’ most romantic attractions,” says Nathan Smithson, senior director of business affairs at Pacific Park. 

Building on that momentum, Pacific Park launched Love Lights the Pier. This multi-day activation includes photo ops, live music, and a colorful light display on the Pacific Wheel in celebration of Valentine’s Day. The event felt like a no-brainer to Smithson. “We see proposals, anniversaries, and repeat visits every year.”  

Smithson observed an overwhelmingly positive response to Love Lights the Pier, noting social sharing and repeat visitation during the season. According to Smithson, “These Valentine’s events resonate because they’re built around shared experiences rather than transactions—guests aren’t just riding attractions, they’re creating memories.”  

Great Wolf Lodge 

Challenging how guests perceive an attraction can create one-of-a-kind experiences and heighten public intrigue. Great Wolf Lodge, a family indoor water park and entertainment center, offers kids a high-energy environment filled with attractions. For Valentine’s Day, however, Great Wolf Lodge wanted to treat adults to an experience “evoking the feeling of an evening cruise on the Seine.” 

Romance on the River brings a whole new meaning to waterfront dining. This one-night-only experience includes a five-course, chef-curated menu served in a private, poolside cabana. Available after the water park closes, Romance on the River creates an unexpectedly relaxing ambiance for visitors. 

Following dinner, a string musician serenades couples as they drift along the lodge’s lazy river, complete with rose petals and floating candles, along with a floating dessert and champagne service. 

The experience creates a convenient Valentine’s Day date-night option for adults. “At Great Wolf Lodge, we love to push the envelope and create new experiences for our guests that are unexpected and allow the talents of our culinary team to shine,” says Brian Siep, senior vice president of food and beverage at Great Wolf Lodge. “What we love about this concept is that it gives couples a chance to enjoy a memorable, romantic night out without ever leaving the property.”  

Great Wolf Lodge offers Romance on the River at three locations—Scottsdale, Arizona; Scotrun, Pennsylvania in the Pocono Mountains; and Webster, Texas.