Gilroy
– Bonfante Gardens will recast itself as Gilroy Gardens Family
Theme Park in hopes of cashing in on the Garlic Capital’s name
recognition.
Gilroy – Bonfante Gardens will recast itself as Gilroy Gardens Family Theme Park in hopes of cashing in on the Garlic Capital’s name recognition.
A garlic bulb-themed mascot known as “Gil” and a roster of new seasonal events also number among the latest marketing strategies aimed at boosting attendance at the west Gilroy horticultural park, now emerging from years of financial struggle.
“When you say Gilroy, it immediately places it. Everybody’ s heard of Gilroy,” said Jim Stellmack, head of marketing for the park. “But we will keep the focus and commitment on the family and educational programs.”
The name change is the first shakeup at the park by Cedar Fair Entertainment Company, of Ohio, one of the biggest amusement park operators in the nation. Cedar Fair inherited the contract to operate the park with its 2006 acquisition of former management company Paramount Great America.
The changes by Cedar Fair were met with applause by the nonprofit park’s board of directors.
“Renaming the park is a natural fit for the community,” said park founder and board member Michael Bonfante. “My dedication to the park and passion for horticulture remains unchanged as we begin this new chapter.”
Bonfante sank millions of dollars from the sale of the Nob Hill Foods grocery chain into the horticultural park, and has played a lead role in the park’s management since its inception. Two weeks ago, he and six other board members voted unanimously to approve the name change and a host of other marketing strategies.
The park already offers a number of seasonal attractions that have helped boost earnings in traditionally dead periods for amusement parks, including a Halloween event and Holiday Lights, when the park’s manicured gardens and trees are decked out in more than 100,000 lights. The park hopes to beef up those offerings by adding a Summer Safari, a Treasure Hunt, and several other seasonal events.
On March 31, the park will open for its seventh season.
Serdar Tumgoren, Senior Staff Writer, covers City Hall for The Dispatch. Reach him at 847-7109 or
st*******@gi************.com
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