Knott’s Berry Farm plans to unveil a new loyalty rewards program in 2021 with surprise prizes, free drawings and monthly incentives for its most loyal customers: Season passholders.
Knott’s parent company Cedar Fair plans a systemwide rollout in 2021 of the new Pass Perks loyalty program for season passholders, according to an August 2020 investor presentation by the company.
SEE ALSO: Knott’s Berry Farm could reopen this year ‘with a little luck’
Knott’s Berry Farm remains closed indefinitely while the theme park awaits still-unreleased state guidelines for safely reopening amid the COVID-19 pandemic. Shops and restaurants in the adjacent California Marketplace have reopened with reduced capacity limits. The limited-time Taste of Knott’s food, beer and wine event runs through Sept. 13 without rides, coasters or other theme park attractions.
The goal of the new Pass Perks loyalty program is to drive return visits by Knott’s season passholders throughout the year with unexpected surprise incentives, according to the investor presentation.
SEE ALSO: Will Knott’s Berry Farm drop reservations and cut days when theme park reopens?
Cedar Fair’s Pass Perks works like familiar restaurant, retailer and airline loyalty programs — the more you visit your local theme park, the more rewards you earn.
The new loyalty program seeks to make the relationship between Cedar Fair and the theme park company’s hardcore fans even stickier.
Cedar Fair’s 2.6 million season passholders accounted for 53% of the amusement park chain’s 27.9 million annual attendance in 2019.
SEE ALSO: State reviewing how and when to reopen Disneyland and other California theme parks
Knott’s season passholders will be automatically enrolled in the Pass Perks loyalty program and will earn rewards with each visit. Pass Perks incentives include monthly drawings for exclusive theme park experiences, food and merchandise discounts and “bring a friend” ticket deals.
Cedar Fair has already rolled out the Pass Perks loyalty program at Ohio’s Cedar Point and Kings Island, Virginia’s Kings Dominion, North Carolina’s Carowinds and Pennsylvania’s Dorney Park.
Cedar Point’s perks have included free Fast Lane upgrades. Kings Island offers free sweet and savory treats among its perks. Dorney Park offers additional perks for passholders who visit on certain days.
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August 13, 2020 at 03:45AM
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Knott’s Berry Farm plans to reward season passholders with loyalty program perks - Press-Enterprise
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