Working At Knott’s Berry Farm In Marketing
What’s it like working at Knott’s Berry Farm in Marketing? I was recently asked that question and more during an interview for the Berry Vine, Knott’s Berry Farm’s newsletter for associates. As the Digital Marketing Manager for the Knott’s Berry Farm Resort, I have the great opportunity to oversee a number of exciting new areas for the company. I am responsible for leading the creation and execution of the digital strategy for the entire Knott’s Berry Farm Resort including the Knott’s Berry Farm theme park, Knott’s Soak City Water Park and Knott’s Berry Farm Hotel. My responsibilities include overseeing digital content creation, digital PR, social media, website content creation, mobile app content, digital ad buys and digital analytics. Many of the areas that I work on didn’t even exist a few years ago. The everchanging landscape of digital marketing is both exciting and challenging at the same time.
“What would you say you do here?”
The Fun Bun
The Fun Bun almost never happened.
The new pastry creation was amazing. Warm. Sweet. Gooey. Delicious. One-of-A-Kind. It honored and continued Knott’s Berry Farm’s nearly century long culinary legacy, started by the boysenberry and Mrs. Knott’s Chicken Dinner Restaurant. The creation of the delicious combination of a cinnamon roll, boysenberry, funnel cake and a little magic was led by Chef Reuben, and supported by the culinary team. The culinary team called it a “Deep Fried Cinnamon Bun”, which was true, but didn’t provide the proper reverence to this fantastic new treat debuting at the Knott’s Boysenberry Festival in 2015.
Enter Knott’s Publicist Leidy Arévalo. She was the brainchild of the name Fun Bun. Fun Bun is one of those great names that seems obvious in retrospect. A shortened combination of the words “funnel” and “cinnamon bun.” There was a lot of resistance from the culinary team and park management to the new name. Like most businesses, the park had never used anything but straightforward names to describe all of our food offerings. The debate centered around concerns about whether the name set the right expectations for guests. Would guests know what the new dessert was and would they be curious enough to try it? Leidy persuaded the team to give the name a chance.
Voyage to the Iron Reef, the new interactive 4-D ride at Knott’s Berry Farm, opened to great fanfare on May 15, 2015. The entire Knott’s team breathed a big sigh of relief that day. Hundreds of people had collectively spent thousands of hours designing, constructing, marketing, opening and operating one of the biggest attractions in park history.