Why It Worked

Holiday World’s success with free drinks is rooted in trust. Trust that guests will appreciate the gesture. Trust that a better experience leads to longer stays, better word-of-mouth, and higher return visitation. And trust that doing the right thing for guests often pays off in the long run.

The policy directly eliminates one of the most common guest frustrations: feeling nickel-and-dimed throughout the day. When guests don’t have to worry about paying $6+ every time someone is thirsty, the tone of the entire visit shifts. It becomes less transactional, and more about enjoyment.

The initiative also demonstrates how even a smaller, regional park can lead the industry with bold thinking. Without the layers of corporate bureaucracy, Holiday World had the agility to try something “crazy.” That willingness to break the mold and prioritize guest happiness over short-term revenue is what set the park apart - and continues to do so.

The Bigger Lesson for Operators

For attraction owners and operators, the takeaway isn’t necessarily to start handing out free soda (though it certainly worked in this case). The deeper message is about the value of big, guest-focused thinking. Ideas that may seem unconventional – or even laughable - at first can become key brand differentiators and powerful guest loyalty drivers.

Too often, industry decisions are made through the lens of operational convenience or immediate ROI. Holiday World’s story reminds us that there’s long-term value in building trust, reducing barriers to enjoyment, and exceeding expectations in unexpected ways.

What’s your version of “free soft drinks”? Maybe it’s -

• Removing hidden fees.

• Cooling mist areas.

• Phone charging stations.

• Complimentary ponchos during rainstorms.

• Free water stations.

• Free lockers for the first hour.

• Family rest lounges with quiet areas.

• Free souvenir photo at one attraction.

• “First-time visitor” badges or buttons that come with small perks (i.e., a free popcorn).

These are just a few ideas – in fact, the possibilities are endless. It’s all about making something more accessible, more personalized, or more generous. These are low-cost, high-perception wins. The key is to look at your operation through the eyes of your guest and ask: what would feel like a breath of fresh air?

The lesson from Holiday World is clear: sometimes the best ideas are the ones that feel a little bit wild at first. And in an industry built on fun and imagination, being bold isn’t just allowed - it’s essential.

So go ahead. Take that crazy idea seriously. Twenty-five years later, Holiday World is proof that the right “crazy” idea – if it comes at the right time and is implemented in the right way - can become legendary. Holiday World has even turned this bold guest-first move into a retail win, celebrating the milestone with a limited-edition, online-exclusive vintage t-shirt making 25 years of free drinks. That’s how you turn a bold idea into lasting brand power.

How ITPS Can Help:

At ITPS, we specialize in uncovering game-changing ideas that elevate the guest experience and build long-term value. By combining deep market knowledge with strategic insight, we help operators identify and implement bold, guest-focused initiatives—turning “crazy” concepts into proven successes that drive return visitation and brand loyalty.  From feasibility studies and concept development to attraction selection, operational planning, and guest service strategy, our team is equipped to turn ideas into practical, results-driven solutions. We understand what it takes to make unconventional thinking not just possible, but profitable.

Let us help you turn your next big idea into your next big success.