NASHVILLE, TENNESSEE Gaylord Entertainment Co. and DreamWorks Animation SKG Inc. are partnering on a cross-branding effort that will feature iconic animated characters at Gaylord properties and in promotions.
Gaylord plans to offer unique experiences for its guests featuring DreamWorks characters at all Gaylord properties. The live interactive experiences will include character breakfasts, themed holiday events, poolside activities, imaginative food and beverage offerings, private birthday parties, parades, merchandise and various themed entertainment.
DreamWorks franchises include “Shrek,” “Kung Fu Panda” and “Madagascar.”
This program furthers Gaylord’s focus on growing the leisure side of its business and continuing to drive revenue through entertainment attractions. DreamWorks characters will be integrated into existing Gaylord holiday and summer offerings, augmenting the experience of the company’s core convention guests.
“We are honored to form such an exciting alliance with one of the most visionary entertainment companies in the world to bring the iconic DreamWorks Animation characters to life for our leisure hotel guests,” says Gaylord Chairman and CEO Colin V. Reed. “We have been looking for a significant way to expand our leisure offerings for some time, and this program with DreamWorks Animation will allow us to offer unique experiences that will enthrall our customers. Importantly, today’s announcement should allow us to meaningfully enhance occupancy and revenue on the leisure side of our business, particularly during the summer and holiday periods, when group business is traditionally slower and lower-rated.”
Vacation packages featuring the “DreamWorks Experience at Gaylord Hotels” go on sale in July. The experiences will go live at all four resorts beginning in November.