The analysis drew on millions of customer records, segmentation and visit data alongside transaction-level purchases across culinary, merchandise, and events. Visitor segments revealed a clear pattern: frequent visitors were spending less per trip than infrequent ones who spent considerably more when they came. Two different problems, two different strategies.

Category analysis surfaced a significant imbalance. Culinary was healthy. Merchandise was underperforming relative to customer penetration. Events had very low participation despite strong revenue per buyer, an awareness and friction problem.

For merchandise, correlational analysis identified which categories customers naturally bought together. Where statistically significant co-purchase patterns emerged, bundle offers were designed around those relationships. Time-of-day analysis found a consistent drop in purchasing during later park hours, when foot traffic remained but spending had stopped, leading to a time-targeted promotional recommendation.