In a category obsessed with ever-bigger thrills, SkyQuest Park is reframed as something rarer:

emotional escape.

Produced for the Market and Consumer Research Analysis course in Full Sail University’s M.A. in Public Relations program, this white paper advances the beloved local theme park with a research-driven repositioning that turns story into strategy.

The assignment required a current-state review, competitor mapping, audience profiling, secondary research synthesis, a SWOT analysis, and a point of view bold enough to unify them. The analysis surfaced a clear gap: strong visual appeal, limited emotional promise. The recommendation: position SkyQuest as a narrative destination where guests don’t just ride; they step into the story.

Key findings spotlight storytelling as the organizing principle for brand voice, experience design, and media relations. The strategy proposes codified narrative pillars, a message house aligned to “emotional escape,” and experience beats that connect pre-visit anticipation, on-site immersion, and post-visit shareability. The result isn’t a louder park; it’s a stickier brand.

This whitepaper is part analysis, part blueprint. It shows:

• how to move from data to direction

• how research clarifies whitespace

• how narrative creates differentiation

• and how a PR-first lens can align channels around a single, memorable promise.