Tandem Theory · For Five Star Parks & Attractions Leadership

The Five Star Ecosystem

Interactive operating model. Personas, journeys, tools, services, channels, parks, data, outcomes, measurement — and the relationships between them.

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5★

The Five Star Ecosystem

Tandem Theory · Proposed operating model · 2026-05-19
SOURCED — cited TANDEM POV HYPOTHESIS
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L01
Customer
The household at the center of the operating model.
5★
HOUSEHOLD
Mom + kids · In market
Primary trip planner: mother
L02
Personas / Segments
Occasion-led, not monolithic "mom."
Birthday Booker
Weeks-out planner. F&B + age rules drive venue choice.
Summer-Break Planner
June–August. 42% of annual FEC visits.
Weekday / Weather Decompress
Same-day, mobile-first. "Get out of the house tonight."
Lapsed Loyalty
90+ days inactive. Win-back candidate.
New Family
First-time visit. Highest LTV slope if onboarded right.
Loyalty Champion
High-frequency tier. Advocate + referral source.
Tourism Visitor
Branson + Pigeon Forge specific. Out-of-market household.
Corporate / Field Trip Booker
Volume bookings. School calendar cadence.
Tier-Mover
About to advance or drop a Star Park tier.
L03
Lifecycle Journeys
Stages each persona moves through. Klaviyo flows + paid retargeting align to these.
Awareness → Pre-Visit
First impression through booking intent. Search + social-led.
In-Visit Experience
Game-card prompts, in-park nudges, upsell to F&B + party add-ons.
Post-Visit Follow-Up
Thank-you flow, review request, next-visit incentive.
Lapsed Win-Back
90+ days silent. Triggered offer + tier-status reminder.
Loyalty Progression
Tier-up nudges, anniversary recognition, advocacy triggers.
L04
Brand & Strategy
What we say to whom, when. Drives every creative and channel decision below.
Brand POV / Positioning
Parent + per-park positioning. The "why we exist" each park earns.
Per-Park Brand Pillars
Locked palette, voice, and proof points for each of 11 brands.
Promo Calendar
12-month forward LTO calendar mapped to school + weather + holiday windows.
LTO Cadence
Weekly + tentpole rhythm. Briefed in, never improvised.
Star Park Tier Strategy
Tier ladder design: thresholds, rewards, save mechanics.
Local Event Calendar
School breaks, district holidays, weather windows by park geography.
Crisis & Reputation Comms
Playbook for incidents, review storms, weather-driven closures.
L05
Creative & Content
What we make. Strategy + brand pillars become production-ready assets.
Creative POV / Concepts
The big idea per campaign. Rationale shipped with every concept.
Asset Library
Photo, video, copy, VO — organized by park + audience + occasion.
Per-Brand Brand Kits
Live in Figma. Source-of-truth for every variant downstream.
Variant Library
DCO outputs: per-brand × per-audience × per-channel sets, version-tagged.
Local Canva Templates
Brand-locked layers + editable slots for park-level sales teams.
L06
Tools / MarTech Stack
The systems creative + data + measurement flow through.
Klaviyo
Anchor CDP + email/SMS. Customer file lives here.
Figma
Master design system. Per-brand kits + library.
Tandem DCO
Variant engine. Brand × audience × channel at scale.
Canva
Local-team execution. Brand-locked templates with editable slots.
Placer.ai
Foot-traffic intel. Validates which campaigns drove park visits.
Web Analytics
GA4 + Search Console. Behavior + search signal.
Ad Platforms
Meta Business Mgr, Google Ads, TikTok Ads.
Basis
Programmatic DSP. Display, video, native, audio.
Reporting / BI
Unified dashboard. One truth, every partner reporting to it.
L07
Tandem Services
What Tandem does. Each service operates the tools above + produces for the channels below.
Strategy & Planning
Audience, journey, calendar, measurement framework.
Brand & Creative Direction
Per-park brand stewardship. Creative POV. Rationale.
Creative Production
Design, copy, video, photo. Figma-source, DCO-distributed.
Web Development
Per-park sites, landing pages, booking integrations, tagging.
Media Planning & Buying
Paid social, CTV, programmatic (via Basis), DM, native, OOH, print, local broadcast.
Email / Klaviyo Ops
Flow build, deploy, segmentation, deliverability.
Data Engineering
CDP build, Klaviyo connectors, Placer.ai pipelines, identity stitching.
Analytics & Measurement
Attribution, MMM, CRO, dashboards. Closes the loop.
Project Management
Calendar-back briefs, accountability, 24-48hr round discipline.
L08
Channels
How creative reaches the household. Owned, paid, earned.
Owned
Email
Klaviyo
SMS
Same-day confirm + recovery
Web / Landing
Per-park + per-promo
App / Push
In-park + post-visit
Local Collateral
Canva self-serve
Paid
Paid Search
SEM, branded + non-branded
Paid Social — Meta
Facebook + Instagram
Paid Social — TikTok
Test against younger cohort
CTV / OTT
15s spot, reels-ready
Programmatic Display
DCO variants per brand
Direct Mail
Oversized postcard, geo-targeted
Native
Editorial placements
Print
Local tourism + family pubs
OOH
Drive-radius billboards
Local Radio / TV
Tourism markets, school breaks
Earned
Organic Search
Per-park SEO
Organic Social
Daily cadence per park
PR / Reputation
Crisis-ready, story-pitched
Influencer / UGC
Local family creators
Reviews / GMB
Google Business Profile per park
L09
Parks · 11 brands
The delivery layer. Where the household actually goes.
Indoor / Hybrid
Malibu Jack's
Indoor entertainment
Scene75
Indoor entertainment
Funland
Family fun center
Craig's Cruisers
Hybrid indoor / outdoor
Celebration Station
Family fun center
Tourism · Branson + Pigeon Forge
The Track Family Fun Parks
Branson go-kart focused
Xtreme Racing
Branson + Pigeon Forge
Adventure Ziplines
Branson outdoor
SpeedZone Fun Park
Pigeon Forge
LazerPort Fun Center
Pigeon Forge
Parent
Five Star Network
Roll-up rewards + cross-brand promo
L10
Customer Data & Interactions
What we capture as the household moves through the system. Feeds Klaviyo + reporting.
Visit / POS Data
Per-park transactions, party bookings, F&B add-ons.
Email Opens / Clicks
Engagement signal back to Klaviyo flows.
Web Sessions / Behavior
Park-level pages, booking funnel drop-offs.
Foot Traffic
Placer.ai. Validates campaign-to-visit attribution.
Tier Movements
Star Park progressions, save events, lapses.
Review Submissions
Google, Yelp, in-app review prompts.
Paid Media Performance
Impressions, clicks, attributed conversions per platform.
L11
Outcomes / KPIs
What success looks like. Anchored in IAAPA + public FEC benchmarks.
Visit Booked
Primary lift. Per-park + network.
Party / Group Booked
$450 avg, 90–120 per location per week.
Tier-Up Achieved
Star Park progression event. Engagement signal.
Recovery (Lapsed-90 Win-Back)
Re-engaged household after silence.
LTV Growth
Per-household lifetime value across all brands.
Frequency Lift
Visits per year per household.
Off-Peak Capacity Fill
Tuesday + Wednesday + weekday afternoon utilization.
L12
Measurement & Optimization
What we measure and how it loops back to inform Strategy + Brand above.
Performance Dashboard
One screen, every partner reporting to it.
Multi-Touch Attribution
Channel-by-channel contribution to visits + parties.
Media Mix Model
Investment optimization across paid channels.
Brand Health Tracker
Awareness, consideration, sentiment per park.
CRO Pipeline
Booking-funnel A/B tests. Tier-up flow optimization.

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