Unlike Disney, Hershey Park did not offer deep discounts to make up for attendance during the summer. "As we look at the year over year comparisons, we're at about less than 4 percent down from last year, which was one of our record years in the history of our company," Kleisner said.
June, July, and August make up 38 percent of yearly business for Hershey Park.
Hershey focused on the family market instead of discounts. The company used FamilyStimulusPackage.com, a domain site it bought last October, to "market to that [family] audience exactly how they could save money and create their own vacations almost in their backyard," according to Kleisner.
More Theme Park News from CNBC:
- Spielberg in talks over contract with theme park
- Fun-Seekers and School Employees Can Save Big at Cedar Point this Weekend
- Six Flags Great Adventure Hosts 50 Cent Benefit Concert for G-Unity Foundation August 29, 2009
Hershey's summer concert series had sold out events for Bruce Springsteen, Dave Matthews, and Kid Rock.
Revenue for Hershey Park is down about 5 percent but per capita spending is up.