Digital Experience Becomes the Main Attraction for Growth

Hershey Entertainment & Resorts operates Hersheypark, a flagship destination welcoming millions of guests annually across attractions, entertainment, dining, and seasonal events. As the primary gateway to planning and purchasing, the website plays a vital role in driving attendance and revenue.

Executive summary_

Legacy infrastructure limited scalability and introduced friction across high‑value digital journeys. We replatformed and redesigned the site to improve performance, simplify ticketing and planning, and strengthen conversion.

The result was deeper engagement, more effective high‑intent traffic, and measurable revenue growth — establishing a scalable foundation for long‑term growth.

The Challenge_

Growing reliance on Hersheypark.com as a primary revenue and operational channel placed increasing pressure on the existing platform:

• Technology constraints limited performance across core site functionality

• Fragmented ticketing and planning flows created friction across customer journeys

• Slow publishing workflows reduced the organization’s ability to make updates and changes quickly.

• Limited analytics and insight into journey performance hindered effective optimization

As a result, the platform no longer supported the brand’s scale, pace, or commercial role.

The Solution_

We delivered a conversion‑led replatform and experience redesign focused on business outcomes:

• Composable architecture enabled the business to retain existing systems while adding and evolving capabilities over time

• Simplified ticketing and planning journeys improved clarity and progression across customer journeys

• Modular content structures increased agility for marketing and operations teams

• Clearer journey orchestration reduced friction at critical points in the purchase process

• Enhanced analytics provided clearer visibility into engagement quality and conversion performance