Determining the Optimal Slate of Theme Park Events at Universal Studios

Corporate Research Track

Theme park events can take place almost any time of year, be separately ticketed or included for day guests, involve heavy repeat visitation or be a one-time experience, and may cannibalize day ticket sales. We designed a seasonal event schedule based on results from a modified volumetric conjoint, allowing for simulation of varying numbers of events per year and an estimate of regular day cannibalization. Learn what worked, what didn't, and what we know now.

Laura Dulude, Universal Parks & Resorts