Integrated Insight was engaged by Herschend Family Entertainment to conduct a Strategic Revenue Assessment of the existing theme park, water-park, and Branson Belle Dinner Showboat. In addition, a Feasibility Assessment to determine the potential for expansion of the theme park and opening resort hotels was completed. The Strategic Revenue Assessment includes admissions pricing and bundling, food and beverage, merchandise, campground rates and ancillary pricing. This holistic approach to revenue strategy enabled the organization to meet unique customer needs and leverage price to pull visitors in desired behaviors. The Feasibility Study identified motivations and barriers to visiting, tested new concepts, and informed demand and pricing assumptions when modeling incremental lift from expansion.