Dylan Howard

Boomers Parks operates multiple family entertainment centers across California and Florida, serving a wide audience with attractions, events, and seasonal promotions. I played a key role in rebuilding and optimizing the digital experience to improve scalability, reduce friction in the customer journey, and strengthen the overall brand experience across locations.

The Challenge

The existing website ecosystem was difficult to scale. Each location operated almost like its own standalone site, creating inefficiencies, inconsistencies, and a high margin for error whenever promotions, pricing, or content updates needed to be rolled out across all parks. The user experience also created unnecessary friction in the purchase process, making it harder for guests to quickly find the right park, relevant offers, and ticket options.

Strategy / Approach

I worked closely with UX designers, developers, and stakeholders to help shape a scalable digital system built around usability, operational efficiency, and conversion optimization.

In addition to executing the original project goals, I identified several strategic growth opportunities, including:

  • Implementing Spanish translation functionality to better serve a large Spanish-speaking audience
  • Introducing geo-targeted user flows to direct visitors to the nearest park and most relevant offers faster
  • Simplifying navigation and purchase paths to reduce friction around ticket selection
  • Advising on site structure and content hierarchy to support future growth and easier management across multiple locations

Execution

  • Collaborated with designers and developers to launch a modernized multi-location website experience
  • Helped optimize site architecture and user flows around ticket purchases and promotions
  • Supported SEO strategy implementation across multiple park locations
  • Recommended and helped prioritize localization and accessibility improvements
  • Assisted in building scalable systems for content management and promotional rollouts

Results / Impact

  • Reduced operational inefficiencies tied to managing multiple park websites
  • Improved scalability for future promotions and location growth
  • Enhanced customer experience by reducing friction in the purchase journey
  • Improved alignment between brand messaging, audience needs, and conversion strategy
  • Created a stronger foundation for long-term SEO and digital marketing growth