SANDUSKY, Ohio – Standing in the shadows of a $30 million roller coaster that flips, drops and spins its riders, the head of the nation’s fourth-biggest amusement park company points to another addition at Cedar Point he’s proud of – a shady spot to relax and munch on taffy and fudge.
It’s not the most exciting part of the park along Lake Erie that boasts 17 roller coasters, but he thinks these little extras will keep families coming back.
Matt Ouimet has spent his first two years as chief executive of Cedar Fair Entertainment Co. making sure that the chain’s 11 amusement parks across the country have plenty of attractions for all ages.
New additions include shows featuring Cirque du Soleil-type acrobats, strolling bands and family-oriented rides along with nighttime shows and fireworks that are designed to keep people in the parks longer.
We’re thinking about people who aren’t coaster riders, Ouimet said. I think that’s where we differentiate ourselves.
Once a regional amusement park chain, Cedar Fair has become an industry giant.
It brought in 23.5 million visitors last year to its amusement and water parks, including Cedar Point and Kings Island in Ohio, Canada’s Wonderland outside Toronto and Knott’s Berry Farm near Los Angeles.
Known for big roller coasters and kiddie rides themed to the Peanuts comic strip characters, Cedar Fair’s four big amusement parks have the highest attendance in North America outside the year-round theme parks in Florida and California, according the Themed Entertainment Association, an industry group.
Ouimet, who spent 17 years with the Walt Disney Co., believes creating memories is more important than thrills and that reaching out to children and young families will result in a lifetime of return trips.
He calls it genetic vacation behavior – it’s why tourists go to the same beach or resort town year after year.
That’s why we want to offer something for everyone, he said.
Cedar Point, the company’s flagship park in Sandusky where it also has its headquarters, added two new family rides this year with just enough thrill to keep the entire family happy.
We didn’t have rides that parents wanted to ride with their kids, Ouimet said.
This is the start.
Cedar Point, with a handful of hotels and a separate water park, has become a destination resort.