Gaylord Entertainment (NYSE: GET) and DreamWorks Animation SKG, Inc. (Nasdaq: DWA) today unveiled a strategic alliance to expand Gaylord Hotels’ family-friendly leisure offerings to feature the DreamWorks Experience, the next generation of family vacation programming and world class entertainment.
As part of this strategic alliance, Gaylord plans to offer unique leisure experiences for its guests featuring DreamWorks Animation’s iconic characters at all Gaylord properties. The live interactive experiences will include character breakfasts, newly themed Christmastime events, poolside activities in the summer, imaginative food-and-beverage offerings, private birthday parties, festive parades, merchandise and various themed entertainment. Gaylord Hotels plans to feature live appearances by characters from current DreamWorks Animation franchises, including Shrek, Kung Fu Panda, and Madagascar, as well as other future films and characters from the studio.
This program furthers Gaylord’s focus on growing the leisure side of its business and continuing to drive revenue through its top-notch entertainment attractions throughout the year. DreamWorks Animation characters will be integrated into existing Gaylord Hotels’ holiday and summer offerings, which Gaylord believes will further increase the popularity of these highly successful, award-winning family offerings in addition to augmenting the experience of Gaylord Hotels’ 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,” said Colin V. Reed, chairman and chief executive officer of Gaylord Entertainment. “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.”
“Gaylord Entertainment has displayed an incredible commitment to creativity and high-quality family entertainment, making each of their world-class U.S. resorts an ideal destination for the DreamWorks Animation brand,” commented Jeffrey Katzenberg, chief executive officer of DreamWorks Animation. “We look forward to bringing to life the characters, stories and worlds featured in our film franchises in new and innovative ways throughout the Gaylord Hotel guest experience starting this year.”
Vacation packages featuring the “DreamWorks Experience at Gaylord Hotels” go on sale in July 2011. The experiences will go live in all four resorts beginning in November 2011, as part of Gaylord’s award-winning Christmastime programs.