www.jollyrogerpark.com

The Story

For more than 60 years, Jolly Roger® Amusement Parks has been a fixture of family fun in Ocean City, Maryland, creating lasting memories for generations of thrill-seeking visitors. As the organization grew to encompass multiple parks, attractions, and affiliated brands, its digital presence expanded across several independent websites. While this structure supported growth for many years, it eventually created challenges for both visitors and internal teams.

After nearly two decades of partnership, D3 has become deeply embedded in the Jolly Roger brand and marketing ecosystem, serving as a trusted extension of the park’s internal team and collaborating closely with sister brands including Boardwalk Hotel Group and Thrasher’s French Fries.

The Jolly Roger team recognized an opportunity to modernize its digital presence while honoring the nostalgia, excitement, and family traditions that have made the park an icon of Ocean City, Maryland. Seven years had passed since the previous redesign, and consumer expectations had evolved dramatically. Jolly Roger needed a digital experience that reflected the excitement of the parks themselves while positioning the brand for the future of online discovery.

With nearly 20 years of shared history, the Jolly Roger team gave D3 significant creative freedom to reimagine the brand’s digital experience. That trust allowed us to focus on both modernization and preservation, giving us the chance to refresh the brand while keeping its most recognizable elements intact.

Our Journey

Working closely with the Jolly Roger team, we helped translate a broader brand evolution into a digital experience that feels brighter, bolder, and more immersive. The project centered on consolidating multiple park websites into a unified destination while refreshing the brand with vibrant colors, full-screen visuals, and video content that better captures the joy of the in-park experience. The iconic pirate mascot was revitalized while preserving the signature purple and green branding that generations of guests recognize and love.

The refreshed design also better reflects the in-park experience. By taking a holistic look at the parks, rides, attractions, and guest experience, we created a digital presence that captures the same sense of timeless fun, tradition, wonder, and family fun visitors experience when they walk through the gates.

User experience was a major focus throughout the redesign. We evaluated how guests interacted with the site and prioritized the information visitors seek most often. Our design streamlined the navigation to create a more intuitive experience. Key actions like purchasing tickets and checking park hours were given greater visibility, and we reorganized important visitor content to make trip planning easier. Behind the scenes, AEO- and SEO-focused optimization help search engines and AI-powered platforms better understand the park system.

One of the most important strategic improvements was more effectively communicating the scale of the Jolly Roger family of attractions through enhanced imagery and clearer organization, helping visitors discover experiences across the entire park network. At the same time, stronger integration with their partners at Boardwalk Hotel Group and Thrasher’s French Fries creates new opportunities for cross-promotion and vacation planning.

As a full-service agency partner, D3 was able to connect branding, user experience, content strategy, photography, digital marketing, and website development into a single cohesive vision. The result is a modern digital destination that simplifies vacation planning, strengthens affiliated brands, and brings new life to one of Ocean City’s most iconic attractions.