Why not discount your food and beverage prices thus allowing guests to spend to eat while in the park. When they can leave the park and get fast food for much less then return to the park or go on home they usualy will. Also, merchandise prices are another point where the guests just aren't willing to fork out a bundle for items they don't need but might would like to have.
Maybe even try giving season pass holder discounts straight across the board for all Food and Merchandise purchases that would make a difference. Years ago Carowinds gave coupons to use in the park when you bought a season pass and now you get you admission and parking (LOVE the parking being included).
Oh and another thing, I am so glad I didn't renew my season pass yet. I will wait and see what other cuts they plan to make before I sink that kind of money into it. Carowinds customer service standards have improved greatly over the past 2 years, but does this mean now it will go down hill???
Note to Dick -- if you want to improve season pass sales, give the holders some benefits to engender loyalty. For a hint, take a look at the Busch Entertainment platinum pass.
It's good for 2 years, includes all the parks, parking, food and merchandise discounts, and some special events. When I had mine, I felt like I had something special, instead of just a cheap form of admission. I know I helped their bottom line, 'cause I always ate lunch in the parks and purchased more drinks owing to the passholder discount.
Also, standardize the passes and benefits across the enterprise. Different rules between KI and CP (two parks in the same state!) are confusing, unnecessary, and discouraging.
Consider how Holiday World can throw in free parking and free soft drinks all day long and still make money...?