Hersheypark sought a next-level ride experience that would expand its attraction portfolio, elevate the destination’s competitive profile, and drive attendance. Our challenge was to utilize the infrastructure of an existing attraction and ride system while transforming the assets into new and exciting marketable guest experience. Through the development of an original IP, innovative design, and new technology applications, we created an interactive ride experience with gaming elements never before incorporated in a dark ride attraction. The result? Reese’s Cupfusion is unique within the industry and one of the most popular and highly rated experiences at Hersheypark.
Prototypical interactive gaming dark ride
Hersheypark, Hershey, PA, USA
Hershey Entertainment and Resorts and The Hershey Company
How can we take an aging existing attraction and ride system and transform it into a marketable asset full of “firsts” for the park, within a finite budget and 24 weeks for the initiation, IP development, concept, schematic, game design, and delivery of all production assets?
Our team led the creative effort to define the attraction, exploring a broad range of practical and creative options and empowering the client to push boundaries with confidence and clarity. The power of the Reese’s brand emerged as the beating heart of the attraction story and we set out to create a brand-authentic experience that transcended product placement as a work of standalone entertainment. To create engagement, we identified interactive gameplay as an essential component of the guest experience.
Reese’s Cupfusion is a fan favorite among park visitors.
The IP’s reception was such a success that it inspired Hersheypark to retheme the surrounding plaza, including 2 flat rides, a carnival game, and their first attraction-specific themed retail space to the Cupfusion story.
With a desire to extend the seasonality of the park, we collaborated with the Hersheypark team on creating the park’s first indoor roller coaster. Our solution? Laff Trakk—an indoor, spinning “glow-coaster”, the first of its kind in the U.S., combining a high speed thrill ride with an immersive dark ride environment, taking guests on a fast-paced, unpredictable journey through the bright larger-than-life fantasia of a classic American fun house.
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