Theme park operators are tapping into a distinct market opportunity as millennial parents and their Generation Alpha children reshape expectations for food and beverage offerings. New insights from Botrista, a leading data-driven beverage platform, reveal how these two generations are significantly influencing spending patterns, particularly in theme park dining.

Market Overview

The global amusement park market, valued at $60.11 billion in 2023, is set to expand to $110.21 billion by 2033. Millennials, who dominate the 19-35 age demographic with 32% market share, are key drivers of change in beverage preferences and spending behaviors. Food, beverage, and merchandise now account for 25-30% of theme park revenue, with per capita spending rising steadily. In 2021, destination parks saw an 8.4% increase, while regional parks experienced a 17.6% jump in per capita spending, despite fluctuations in attendance.

The Millennial Impact

Millennial parents, who are reshaping theme park spending, have clear priorities when it comes to food and beverage experiences:

• 67% are willing to pay more for unique experiences.
• Individual visitors spend between $200-300 on food and beverages per visit.
• 89% are inclined to pay extra for food and beverage offerings that provide unique, memorable experiences.

Generation Alpha’s Role

Generation Alpha, the children of millennials, represents the first fully digital-native generation. Their influence is driving changes in beverage delivery and presentation at theme parks. According to Coca-Cola’s guest satisfaction metrics, visitors now prioritize:

• Beverage variety: 76%
• Beverage quality: 76%
• Beverage innovation: 68%
• Value for money: 60%

These preferences are pushing parks to offer more creative and engaging drink experiences for both parents and their children.

The Dual-Generation Opportunity

Theme parks that have successfully integrated innovative beverage options are seeing strong results. For instance, Universal Studios’ Butterbeer has sold over 20 million units at $6.99 each, proving the potential for themed drinks that appeal to both adults and younger guests. Other notable examples include Star Wars: Galaxy’s Edge, where beverage offerings cater to the diverse tastes of all visitors.

Key Trends in Beverage Programs

Today’s most successful theme park beverage programs focus on four main areas:

1. Visual appeal and shareability – Creating drinks that are Instagram-worthy and shareable on social media.
2. Customization options – Allowing guests to personalize their beverages.
3. Premium offerings for parents – Providing high-end drink options for adult visitors.
4. Speed of service and convenience – Ensuring quick, efficient service to meet the demands of busy parkgoers.

With North America controlling 41% of the global theme park market, projected to reach $45.19 billion by 2033, operators must adapt their beverage offerings to meet the needs of both millennials and Generation Alpha.

Looking Ahead

Parks that implement flexible beverage programs stand to:

• Capture millennial spending on premium and unique beverage offerings.
• Satisfy Generation Alpha’s desire for shareable, fun experiences.
• Boost per capita spending through targeted, innovative drink options.
• Improve guest satisfaction with diverse, high-quality offerings.

The data is clear: theme park beverage programs must cater to both generations—offering sophisticated options for millennial parents while delivering fun, engaging experiences for their digital-native children.

IAPPA Expo 2024: Beverage Innovation in Focus

The evolution of theme park beverage programs will take center stage at the 2024 International Association of Amusement Parks and Attractions (IAAPA) Expo. Botrista will lead a featured session titled Unlock the Profit Potential of Immersive Drink Destinations on November 20, from 2:25 to 2:45 p.m. at the Innovation Stage (S230BC). This session will provide amusement industry leaders with insights on creating engaging, on-brand beverage experiences.

Speakers include:

• Jarrett Whitlow: A food and beverage strategist with over 20 years of experience, Jarrett has shaped dining experiences at brands like Olive Garden and Red Lobster. He now leads Botrista’s efforts to innovate beverage concepts for theme parks.
• Jason Valentine: As Chief Strategy Officer at Botrista, Jason focuses on culinary innovation and operational simplicity, enabling the seamless service of trendy drinks across various platforms.
• Rex Huang: A Chef de Cuisine and VP of Beverage Innovation at Botrista, Rex brings a wealth of expertise in beverage quality, sourcing, and ingredient innovation.

“Amusement industry leaders are getting creative to meet today’s trends by developing on-brand beverage concepts that delight guests,” said Jason Valentine. “Our session at IAAPA Expo will provide all the ingredients necessary for creating a beverage strategy that not only attracts but also appeals to the desires of today’s park visitors.”

The session will equip theme park executives, food and beverage directors, and operators with the knowledge and tools to craft unforgettable, Instagram-worthy beverage offerings that enhance guest experiences and boost revenue.

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