Case Study: Santa Cruz Beach Boardwalk boosts attendance and event turnout with Comcast Spotlight

Santa Cruz Beach Boardwalk - Customer Case Study

Santa Cruz Beach Boardwalk, a family-friendly seaside amusement park in Santa Cruz, CA, worked with Comcast Spotlight to boost overall attendance and generate more revenue from parking and concessions. The park’s challenge was to maintain its target of 4–5% annual attendance growth while also driving interest in special summer events like free concerts and movie nights.

Comcast Spotlight used its I+ platform to reach DIRECTV and DISH households in the San Francisco market, combining TV advertising on family-oriented networks like Cartoon Network and Nickelodeon with messaging on channels such as Comedy Central, Discovery, and TBS for special events. Comcast Spotlight also ran digital video campaigns on XFINITY.com and the NBCUniversal Digital Entertainment network. The campaign helped Santa Cruz Beach Boardwalk grow attendance by 6%, while concert series attendance rose 7.5% and movie nights increased 8%.

Santa Cruz Beach Boardwalk