For many guests, the tradition of going “over the river and through the woods” during the holiday season includes making memories at an attraction. Although planning for Christmas while spring flowers are in bloom may seem odd, experts say waiting until the snow flies is too late.
“If companies need to purchase large quantities of lights or ornaments or very large trees, they will need to get their orders in very early—or pay a premium price—as most of these items are made in other countries,” says Scott Swenson, owner of Scott Swenson Creative Development, who has planned Christmas events at Busch Gardens Tampa, the Indianapolis Zoo, and The Franklin Institute.
“I often think of Christmas as steady lifelong friend—always there, always consistent, and shows up every year,” says Brian Morrow, owner of B Morrow Productions.
Morrow believes the industry is seeing four growth trends in Christmas events:
- Existing festivals and experiences reinventing or growing capacity.
- Existing facilities looking to upgrade product into story-driven experiences.
- Attractions looking to drive attendance in the fourth quarter offering new festivals in their markets.
- New holiday experiences focused on original, winter-themed stories involving intellectual property (IP).
Funworld puts readers in the driver’s seat as we plot a course between holiday events
through the Eastern U.S. Facility owners and operators may use this roadmap when learning how operators—of all sizes and backgrounds—have successfully programmed events in November and December.
Joy Through The Grove
Knoebels Amusement Resort
Elysburg, Pennsylvania
Meandering through a snowcapped amusement park all aglow from inside the family car defines Joy Through the Grove at Knoebels. Guests drive their personal vehicles down the park's main boulevard before turning into Knoebels' campground to complete the 2-mile route. Along the way, they pass more than 500 light sculptures and lighted displays.
"As far as the operation, it doesn't take a tremendous amount, which is a beautiful thing about the season," says Trevor Knoebel, a fourth-generation operator.
The park's existing infrastructure assists the facility when extending the operating calendar to New Year's Eve. Power is provided by electrical hookups already in place at more than 200 of the campground’s 600 sites. To ensure guests have a comfortable experience, the park provides portable bathrooms while they are in line and immediately after the 2-mile loop.
During the first season in 2020, park leaders found creative solutions to unexpected challenges, such as providing fuel for guests who required it. "The lines were long … and some guests encountered low fuel levels in the parking lot," explains Jon Slodysko, Knoebels' operations manager. "To assist, our maintenance team can offer support with fuel, antifreeze, or a jump-start for a dead battery." The route also features signage with a distress phone number for guests to call if they need assistance.
The park has carefully designed the event's layout to accommodate the unique transition from foot traffic during the summer operating season to vehicular traffic for Joy Through the Grove. "We've arranged the route to facilitate a smooth drive for our guests, ensuring they enjoy the lights without interruptions while still capturing their memorable moments," Slodysko emphasizes.
Planning for Joy Through the Grove begins in January, with the team reflecting on the successes of the past event and preparing for the new additions. Lauren Muscato, a fourth-generation family member who significantly contributes to the creative direction of the event, notes that many of the display pieces, including several custom pieces, are sourced from the supplier Holiday Light Store. The park also fabricates several of its own custom display pieces with the help of its metalworkers and carpenters.
As the event nears, up to 30 full-time and seasonal employees dedicate time to meticulously set the lighted scenes along the route. The group typically completes most of the set-up between Halloween and the American Thanksgiving holiday. "It's a solid, hectic three and a half weeks of go-go-go," Knoebel shares. "By the end of that third week, the transformation is pretty incredible."
With the event in full swing, a team of a dozen employees ensures the operation runs smoothly each night—from ticketing to snack sales—and assisting vehicles if needed. Trevor Knoebel concludes, "Limiting our nightly overhead has allowed us to expand the Knoebels experience further throughout the year. We aim to create a festive atmosphere where families can come together and add to the traditions of their holiday seasons."
- Editors Note: The story above corrects a previous version highlighting Joy Through the Grove at Knoebels Amusement Resort that misidentified Lauren Muscato, a fourth-generation family member who significantly contributes to the creative direction of the event. In addition, Knoebels Amusement Resort does not "gift" or provide complementary gasoline, antifreeze, or other automotive services to vehicles that may become immobile while enjoying the experience.
Funworld regrets the errors and values Knoebels Amusement Resort as a respected operator and long-standing IAAPA member.
Hersheypark Christmas Candylane in Hersheypark
Hersheypark
Hershey, Pennsylvania
For more than 40 years, Hersheypark has ended its season with a transformation into Christmas Candylane.
“We take very seriously that we are part of holiday traditions,” says Quinn Bryner, director of public relations. “When you walk through these streets, you’re going to see things that you would have gotten to do generations ago.”
Beginning on November weekends, the park opens in the afternoon as rides, treats, nine live reindeer, and more than 5 million lights greet visitors. “It takes our teams weeks to do, but it all pays off when we see our guest’s reaction,” says Bryner of the light displays, including the 50-foot-tall “Kissmas Tree” with a Hershey’s Kiss adorning the top.
The indoor Laff Trakk roller coaster also features a large Christmas tree in the center and a driving holiday soundtrack. Dry Gulch Railroad and the Skyview cable car ride also transport riders through layers of lights. The park works with its roller coaster and ride manufacturers to safely determine what rides may operate in cold temperatures.
Hersheypark also leverages its recognizable food brands to create memorable tastes. “We start planning each holiday about four months ahead,” explains Cher Harris, corporate executive chef at Hersheypark.
In mid-summer, Harris will gather the food and beverage (F&B) team, the finance department, and staff from the foods warehouse to collaborate on one complex question: “What is going to intrigue our guest?” Next comes an analysis of what flavors are popular and how Hersheypark’s culinary team can invent unique treats. “We want to make it super fun and interesting—and a little above what they would expect coming to a theme park.”
That includes piping (icing) that looks like a poinsettia sitting atop a cupcake, a pumpkin cheesecake infused with espresso to give it a latte flavor, along with Gobbler Pizza. The slice features turkey, mashed potatoes, and corn, with a side of cranberry sauce and gravy.
“Everyone loves Thanksgiving dinner. You would never think mashed potatoes on a pizza would be good, but we’re pleasantly surprised that worked out really well.” In fact, it worked so well, Hersheypark began putting the toppings on hot dogs and inside grilled cheese sandwiches. The Carrousel Bar at the posh Chocolatier restaurant offers a flight of chocolate and peppermint martinis.
“You know you’re going to be well-fed when you’re here,” Bryner concludes.
- Hersheypark Christmas Candylane opens for the 2024 season on Nov. 15. Find details here.
Dutch Winter Wonderland at Dutch Wonderland
Dutch Wonderland
Lancaster, Pennsylvania
Rooted in child’s play, family theme park Dutch Wonderland differentiates its holiday event by starting early, at 3 p.m.—just after naptime. Since many younger guests will visit before sunset, the park creates a schedule featuring more than just lights after dark.
Twenty rides rated for operation in cold temperatures by their manufacturers will safely run, while special live entertainment offerings—like puppet shows and dance parties—captivate families.
The castle-themed restaurant at the front gate will open early for a dine-with-Santa buffet. Kris Kringle, Mrs. Claus, and the park’s mascot, a lovable purple dinosaur named Duke, will pose for photos. Additional photos with Santa take place inside Santa’s Jolly Lodge, a cabin where only one family is admitted at a time. The park found that this rhythm allowed children to have quiet, one-on-one time with St. Nick without distraction.
Quiet walking trails with landscaping covered in lights join fire pits, where guests can purchase do-it-yourself s’mores kits. To keep the experience safe for all, Dutch Wonderland hires an off-duty firefighter to keep an eye on the activities. Marketing the event is rooted in social media.
“Honestly, we go through a lot of word-of-mouth,” explains Courtney Burkarth, marketing director. Burkarth will scour social channels, find positive reviews, and share cute photos and videos—with permission. “I think seeing genuine families having an amazing time is the best voucher for the experience.”
In late 2023, the park leveraged Dutch Winter Wonderland as an incentive to purchase a 2024 season pass. Those who purchased a 2024 pass early received admission in December as a bonus.
Winterfest at Kings Dominion
Kings Dominion
Doswell, Virginia
Standing 300 feet tall, the Eiffel Tower at Kings Dominion is a festive beacon covered in computer-programmed LED globes that can be seen for miles as the centerpiece of WinterFest.
The event opens around sunset as the park glows in millions of lights. Contractors begin installing the lights in August, even before Kings Dominion’s Halloween decor comes out. Nathan Rankin, area supervisor of entertainment creative services, explains collaboration is the key between departments.
“Our amazing merchandise team gives us some of their retail locations to transform into some of our Winterfest attractions,” Rankin says.
A souvenir store during the regular season transforms into Mrs. Claus’ Kitchen, where children can decorate cookies alongside an actress playing the role of Mrs. Claus. The live entertainment and merchandise teams will also work together to build creative window dressings.
“We collaborate, putting our creative minds together,” Rankin says. The park’s most prominent attraction is ice skating on the fountain stretching the length of International Street. Named “Snowflake Lake,” three skating sessions nightly allow guests to rent skates for an additional fee before taking the ice (A Zamboni will recondition the ice between each session).
With F&B playing a larger role at attractions, Executive Chef Maurice Wilson has made a name for himself by getting creative. “We like to use a lot of things that are local, fresh, and seasonal,” Wilson tells Funworld. His seasonal menu includes favorites—with a twist. Funnel cakes are served with peppermint crumbles, while the doughy cinnamon pull apart bread receives extra attention during WinterFest.
“We have deep-fried pull apart bread, which we take the cinnamon bread and dip it in funnel cake batter—it’s decadent. We fry it, bring it up, dust it with powdered sugar and a little bit of glaze,” Wilson shares.
An onsite smoker allows the park to offer what Wilson calls “low and slow” holiday favorites like smoked turkey breast and brisket smoked for 16 hours, while mashed potatoes are made from scratch.
WinterFest concludes on New Year’s Eve when the park stays open until 1 a.m. to usher in the next year. And as Rankin says, the park is already working on Christmas 2024. “Right as the event opens, we’re already planning things that we can make our event bigger and better for even next year.”
Christmas Town at Busch Gardens Williamsburg
Busch Gardens Williamsburg
Williamsburg, Virginia
Since its launch in 2009, Christmas Town at Busch Gardens Williamsburg has amassed more than 10 million lights. When does the park start hanging lights? April.
“It’s a relatively easy, low-impact element that we can add to a building that doesn’t necessarily detract from the regular-year appearance, but it does give us the leg up on having the elements in place,” explains Matthew Edwards, entertainment events manager at Busch Gardens Williamsburg. “Then all we got to do is turn the power on when we get to Christmas.”
Planning for the first Christmas Town began in 2007—two years before the park rolled out the event. Edwards says the timeline the park created years ago still serves as a guidebook as to what elements need refurbished or replaced.
“There were many people and many brains that sort of developed what does it look like for these products to be outside in the elements that have the UV degradation, the rain, the snow, the sleet, whatever it is that impacts them,” he says, adding most items need refurbished or replaced every three years.
Busch Gardens Williamsburg will use a mix of in-house staff and outsource the labor needed to install decor elements. “It doesn’t necessarily have to be highly skilled labor, per se, you just need hands,” Edwards says of those who will climb ladders and use lifts attending to garland, signage, and lights. Edwards says elements like a Christmas tree or a building with programmable pixel mapping lights is a trend.
At Busch Gardens Williamsburg, the tree in front of the Festhaus puts on a show several times a night, while the lights attached to the show building and flume of the Escape from Pompeii water ride also perform for guests. Both areas feature a large plaza where guests can gather.
The Busch Gardens Railway features a 20-minute-long journey where passengers are invited to participate in a singalong while passing lights and displays. The park also uses LED lights around the top of the gondolas of its Aeronaut Skyride.
So, how long does it take to remove the Christmas decor? Just 22 days in January. “We have about three weeks…to get everything struck, put away, send to refurb, or send to the warehouses and then have the park ready to go for the next event, which was Mardi Gras,” Edwards concludes with a smile.
Christmas Wild & Bright at Wild Adventures
Wild Adventures
Valdosta, Georgia
Using the park’s 500 animals as inspiration, Wild Adventures launched a new holiday event in 2023 with the marquee Christmas Wild & Bright. The centerpiece of the event is a floating network of seven towering Christmas trees positioned in the park’s lake.
Jon Vigue, vice president and general manager of the property, says his team in Georgia had several key learnings in the inaugural year. “It was just a huge undertaking—not just by our team—but our creative studio at Herschend Family Entertainment, and also the many contractors that helped get this lifted off the ground,” Vigue tells Funworld.
Lights first went up in August, and Vigue says “it wasn’t early enough. I think we have to reevaluate our timeline.” Yet, the event reflected the spirit of the season. The seven floating trees create a mirror effect after dark, creating an illusion of 14 trees.
During operating nights, the “Carol of the Animals” pixel mapping show brings the trees to life, displaying animals using LEDs embedded in the façade of the trees. Using the park’s rural setting to its advantage, a half-mile nature walk and boardwalk extending into a native Georgia swamp is positioned as a peaceful attraction.
Different zones bathed in light and music were developed as a serene escape. Vigue says the park—located 12 miles from the Georgia-Florida border—conducted research and then marketed the event to areas of dense population within a close drive.
“I always kind of like to say, ‘We’re the theme park for the Panhandle,’” he says. “We very intentionally want to be the value option.”
That includes a holiday F&B program promoting a tasting card, complete with a wearable lanyard. For one price, guests can then sample baked goods, hot chocolate, and desserts, along with receiving a dinner entrée at the park’s Lonestar BBQ restaurant.
“One of the things that we kind of remain really centric to is how do we continue to be affordable and offer a really good experience,” Vigue says.
