Chuck E. Cheese Signs Debut Location-Based Entertainment Licensing Deal

CEC Entertainment and California Dreamin’ Entertainment have announced a multi-year licensing, entertainment and marketing partnership that will bring the Chuck E. Cheese brand to the development of a new branded area within the new water park.

The former Raging Waters Water Park in Sacramento, Calif., is being reimagined by California Dreamin’, the new park operator, after announcing a long-term lease with its owner, Cal Expo, in August. An updated master plan includes new rides, food and beverage and entertainment offerings, featuring two distinct California-inspired areas: Calibunga Water Park and Cal Soleil. Calibunga will be a family-friendly water park, while Cal Soleil will be a year-round operation featuring a restaurant and wine bar.

“I am absolutely thrilled to partner with California Dreamin’ on our first-ever location-based entertainment project,” says David McKillips, president, chief executive officer, CEC Entertainment. “In nearly 50 years, Chuck E. Cheese has hosted more than one billion guests and is one of the most popular children’s properties in and outside our fun centers. Evolving our IP in new areas of location-based entertainment is another exciting and natural step for our iconic family-friendly brand.”

In addition to the branded children’s and family area, the two companies will develop immersive branding, entertainment and marketing elements, including:

“Chuck E Cheese is an instantly recognized premiere kids and family brand that transcends generations,” says Steve Dooner, chief executive officer, California Dreamin’. “With millions of fans in California and around the world, this will be a fun and unique themed experience for our guests. Plus, the company’s expertise leading the industry with the world’s best arcades, innovation in F&B and original entertainment makes for a perfect partnership for our park.”   

Current plans for the water park include a new wave pool, surfing attraction, new slides, tubes, raft rides, an expanded lazy river and an all-new children’s area that will feature the Chuck E. Cheese brand. More details on rides, theming and master plan timing are forthcoming.