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Unlocking seasonal magic: Why theme parks should invest in digital signage

Investing in digital signage isn’t just about upgrading from static posters. It’s about transforming guest communication, merchandising, and storytelling into a dynamic, flexible, and revenue-driving system.

Photo: Generated by AI. Adobe Stock.

October 15, 2025 by Bill Clapes — President, DEEL Media

It's autumn — the leaves are turning colors, there's more of a chill in the air, and Halloween is right around the corner. And with that comes the spooktacular fun that arises during this time of year.

Theme parks, like Universal Studios, Hershey Park and Six Flags, all try to get in on the action, turning their parks into scenes from a movie, delivering chills and adrenaline rushes for horror fans.

Going beyond the traditional forms of entertainment (dark nights, transforming rides, etc.), theme parks are also turning to immersive — and "Instagrammable" — experiences to entice thrill seekers and amusement park goers to step through their doors. And it doesn't stop at Halloween haunts. Seasonal events ike Valentine's Day celebrations, summer festivals, and Christmas wonderlands are among the most effective ways to drive attendance, deepen guest engagement, and encourage repeat visits. One of the most underutilized but powerful tools in delivering these experiences is digital signage.

For theme parks, guest experience and revenue growth go hand in hand. Operators are constantly seeking ways to improve wayfinding, boost per-capita spend, and create unforgettable moments that bring visitors back year after year. Unlike static banners or printed posters, digital signage is dynamic, flexible, and instantly updateable — making it the perfect medium for seasonal storytelling, real-time information, and revenue generation.

Here's how theme parks can make the most of digital signage across Halloween and additional key seasonal events.

Let's get spooky this Halloween

In 2023, the 25 most visited theme parks worldwide recorded 244.6 million visitors, an increase from 198.7 million in 2022. Meanwhile, the average annual attendance for all U.S. amusement parks is around 307 million visitors.

If we were to look at just Universal's Halloween Horror Nights, analysts estimate that the annual event attracts 30,000 to 35,000 visitors each night, totaling around 1.5 million visitors over the event's run. Halloween is all about atmosphere, and digital signage can help set the tone the moment guests walk through the gates.

One way is through dynamic promotions for food and beverage items. Theme park goers will need to relax and rest their weary feet during the day, and what better way to do that than at the food court? While they try to decide what to snack on, menu boards are the best way to capture attention and can showcase the finest items and bestsellers with engaging visuals. This year, Universal's Halloween Horror Nights features scenes from Fallout and Hello Kitty x Chucky, with menu items and boards to accompany.

Another moment for park goers? Spooky storytelling. Who says theme parks need to only utilize scare actors and rides? Instead, try including screens at entry points to showcase eerie countdowns, animated effects (like flickering lanterns or bats flying across the screen), and character teasers. Nothing is scarier than a masked character chasing you through a screen!

Building atmosphere and driving immersion during Halloween

Beyond Halloween, seasonal events like Valentine's Day, summer festivals, and Christmas are critical for driving repeat visits. Digital signage allows parks to instantly re-theme messaging, highlight event-specific attractions, and promote seasonal merchandise or food offerings without additional infrastructure. One investment powers year-round flexibility.

Some ideas to consider include:

  • Photo Opportunities: Screens can direct guests to Instagrammable hotspots or seasonal backdrops, boosting shareable content for social media.
  • Special Offers: Promote packages like ride photos, dinners, or gift shop bundles — through rotating, eye-catching displays.
  • Real-Time Updates: Display ride wait times, show schedules, and weather alerts dynamically, helping families plan their day more efficiently.
  • Engaging Content: Screens in queues can show trivia, games, or fun facts to keep guests entertained during longer summer waits.
  • Event Highlights: Promote parades, fireworks, or schedules with real-time reminders to ensure guests don't miss marquee experiences.

And we can't forget the magic of the holidays. While theme park attendance isn't as high during the colder months, there are still ways to create beautiful visuals and add a modern layer of enhancement with digital signage. Consider creating a festive atmosphere, by transforming signage into shimmering holiday displays with animated snow, twinkling lights, or messages from Santa. Or pushing merchandise and dining, by showcasing limited-edition holiday merchandise or themed dining experiences, like Christmas cookie decorating or holiday feasts.

Beyond seasonal: The year-round benefits

Seasonal events bring out the best in digital signage, but the benefits extend year-round. Theme parks utilizing digital signage have flexibility, and can swap creative instantly, avoiding print costs and delays. It's also a revenue booster, as signage can be utilized to upsell tickets, promote special events, or drive food and beverage, or merchandise sales.

Additionally, digital ad space can be sold to retail chains and other brands to generate extra revenue. Promotions can be featured across boards for a variety of items, including cross-promotional marketing campaigns. Additionally, retail stores inside the park can rent digital signage boards to promote their offerings, including digital hoardings, banners, product catalogs, and discount offers. Gone are the days of static ads — digital signage is vibrant, eye-catching and creative.

Final thoughts

For theme parks, digital signage is more than just a communication tool, it's a storytelling engine. By tailoring content to seasonal events like Halloween, Valentine's Day, summer, and Christmas, parks can create richer, more immersive experiences that delight guests while driving revenue. In an industry built on magic and memory-making, digital signage ensures the message is always timely, engaging, and unforgettable.

Investing in digital signage isn't just about upgrading from static posters. It's about transforming guest communication, merchandising, and storytelling into a dynamic, flexible, and revenue-driving system.

About Bill Clapes

Bill Clapes has over 35 years of professional experience. Bill began his career as a Communications employee at UPS. After, he moved to AFC Enterprises as the Director of Franchise Technologies. In 2008, he became the President at MxN Media. In 2009, he founded DEEL! Media, a digital agency specializing in customer-facing retail merchandising, design, and implementation, where he continues to serve as President.

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DEEL Media

DEEL is a prominent player in the digital signage industry with 15 years of providing end-to-end signage solutions. We are renowned for our expertise in digital menu board design and management. Our dedication to innovation and client success solidifies our position as the preferred partner for enterprises seeking Digital Signage Excellence.

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