What Cherry Hill Programs does

Cherry Hill Programs is the largest North American operator of experiential photography, delivering 30 million+ guest experiences annually across 800+ venues in the US, Canada, and Puerto Rico. The company operates two main divisions: a Holiday Programs division (Santa Magic for Christmas and Bunny Magic for Easter) running seasonal photo experiences at shopping malls, retail centers, hotel destinations, and seasonal pop-up stores; and a Souvenir division branded Photogenic (acquired May 2019), which runs year-round photography at premier tourist attractions such as Navy Pier, Willis Tower, Gateway Arch, San Antonio Zoo, Shedd Aquarium, and the Museum of Science & Industry. Founded in 1961, the company is privately held by Keystone Capital since December 2015 and grew its mall footprint from 325 to 900+ locations under PE ownership.

The company's technology stack is an end-to-end experiential photography platform. Proprietary reservation software powers consumer-facing booking at whereissanta.com and whereisbunny.com with capacity and scheduling management. The ePostcard platform enables on-site and mobile access to photos, free commemorative video creation, and direct social sharing. The Partner Portal provides venue operators with real-time sales, conversion, and engagement analytics plus campaign management. Subtraction Technology applies computer-vision-based background removal to enable themed holiday transformations, and the MyPhoto virtual product line lets consumers upload personal images into festive backgrounds. The platform also includes an online gift shop (myholidaymoments.com) and a digital greeting card product (Pixie Post Greetings, launched March 2026).

Cherry Hill Programs operates a B2B2C business model. Venue partners (mall operators, tourist attractions, cruise lines, hotel destinations, and seasonal pop-up retailers such as Spirit Christmas in 2025) provide physical space and consumer traffic; the company supplies the photography operations, seasonal character staffing (Santas, Bunny characters, photographers, sales associates, managers), technology, and merchandise. Revenue is generated primarily through transaction-based photo package sales at venues (a documented Package A is priced at $49.99), supplemented by digital product sales, merchandise and add-ons, digital greeting cards, and technology/analytics services delivered through the Partner Portal. Distribution is concentrated in North America, with consumer acquisition driven by the company's owned booking websites, organic social, influencer/affiliate programs, charitable co-marketing (Autism Speaks, St. Jude, Humane Society), and PR-driven earned media.

Name

Cherry Hill Programs

Legal name

Cherry Hill Programs, Inc.

Website

https://cherryhillprograms.com

Company type

Private

Founded year

1961

Operating status

Operating

Headcount range

5,001–10,000 employees

Short description

Cherry Hill Programs is the largest North American experiential photography operator, delivering 30 million+ Santa, Easter Bunny, and tourist attraction photo experiences annually across 800+ US, Canadian, and Puerto Rican venues through a B2B2C model with mall operators and tourist attractions.

Ownership category

akta.pro rank

Product category

Experiential Photography Services

NAICS

All Other Amusement and Recreation Industries (71399), Photography Studios, Portrait (541921)

SIC

Services-Mailing, Reproduction, Commercial Art & Photography (7330), Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Seasonal & Holiday Gifts & Decor Retail (CRALAJAD)

akta.pro secondary industry

Tourist Souvenir & Destination Gift Shops (CRALAJAA)

Keywords

• Holiday photography services
• Souvenir photography
• Santa photo experiences
• Easter Bunny photo events
• Tourist attraction photography

Headquarters

HQ city

Marlton

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Supply Chain, Others

Revenue model

1. In-Person Photo Experiences: On-site photography at shopping malls, tourist attractions, and retail venues during holiday seasons (Christmas Santa, Easter Bunny) and year-round (Photogenic souvenir division). Guests purchase photo packages including digital images, prints, and merchandise.
2. Digital Photo Products: Virtual photo experiences (My Photo Santa Magic, My Photo Pets, Christmas in July) sold through createholidaymagic.com and createphotomagic.com. Guests upload photos and receive digitally enhanced images with holiday themes.
3. Merchandise and Add-ons: Online gift shops (myholidaymoments.com), personalized merchandise, limited edition holiday postcards, and photo add-ons sold at checkout.
4. Pixie Post Digital Greetings: Digital greeting card platform (pixiepostgreetings.com) providing instant digital greeting cards for various occasions.
5. Partner Portal and Technology Services: Technology services to venue partners including real-time analytics, campaign management, and ePostcard video platform. Partners receive access to content, user-generated content collection, and social media amplification.

Pricing tiers

Go-to-market motion3 records

Distribution channels7 records

Marketing channels8 records

Core offering

Cherry Hill Programs operates in-person and digital experiential photography services through two divisions: the Holiday Programs division (Santa Magic Christmas photo experiences and Bunny Magic Easter photo experiences) at 800+ mall, retail, and pop-up venues across the US, Canada, and Puerto Rico, and the Photogenic souvenir photography division at tourist attractions and landmarks year-round. The company sells photo packages, prints, digital images, merchandise, and digital products (Pixie Post Greetings, MyPhoto virtual experiences) directly to consumers, while licensing venue partnerships and analytics services to mall operators and attractions.

Product overview

Cherry Hill Programs is an industry leader in experiential photography operating through two main divisions: Holiday Programs (Santa Magic and Bunny Magic) and the Souvenir division (Photogenic). Santa Magic delivers Christmas photo experiences at 800+ mall and retail venues across the US, Canada, and Puerto Rico, while Bunny Magic provides Easter photo experiences. Photogenic, acquired in 2019, handles year-round souvenir photography at tourist attractions. The company offers digital products including ePostcard for instant photo/video sharing, MyPhoto with Subtraction Technology for background removal, and the Partner Portal for venue analytics. Special offerings include sensory-friendly Santa Cares and Bunny Cares programs in partnership with Autism Speaks, along with themed Holiday Magic LIVE events. A new digital greeting card platform called Pixie Post Greetings was launched in March 2026.

Differentiator

Problem solved

Functional benefit

Products and services

• Santa Magic Holiday photo experiences featuring Santa Claus at mall and retail locations across North America during the Christmas season, including sensory-friendly Caring Santa events for children with autism. Guests can pre-book at whereissanta.com for digital delivery of images, prints, and merchandise packages.
• Bunny Magic Holiday photo experiences featuring the Easter Bunny at shopping centers across the US, Canada, and Puerto Rico during the Easter season, including sensory-friendly Bunny Cares events for children with special needs and Pet Parties in partnership with the Humane Society.
• Photogenic Souvenir Photography Year-round professional souvenir photography services at premier tourist attractions and landmarks across the United States, including Navy Pier, Willis Tower, San Antonio Zoo, Gateway Arch, Shedd Aquarium, Museum of Science & Industry, Phoenix Zoo, Virginia Aquarium, The Alamo, and Entertainment Cruises. Provides digital video, ePostcard, and free guest engagement experiences.
• Pixie Post Greetings Digital greeting card platform (pixiepostgreetings.com) that enables families to create and send instant digital greeting cards to celebrate life's moments such as birthdays, holidays, and personal milestones.
• Package A "A Moment to Remember" - Santa Magic Photo Package Best-value holiday photo package offered through Santa Magic Christmas experiences; includes all digital images, online gift shop access, limited-edition holiday postcard, photo prints in multiple sizes, and a $25 Shutterfly credit at a price of $49.99 per package.
• Christmas in July Experiences Off-season Christmas experience combining live Santa Magic photo events at Simon Property Group malls (e.g., Roosevelt Field, Barton Creek Square, Woodfield Mall) with a virtual My Photo Christmas in July product at christmasinjuly.createphotomagic.com, expanding holiday programming beyond the traditional November-December window.

Quantifiable outcome

• Over 30 million experiences delivered annually
• +3 more outcomes

Named customers15 records

Segments4 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability3 records

Feature6 records

Partnerships

Twelve partnerships are on record, tiered minor, core and flagship.

• KIDZ BOPminorGTM or Marketing Partner · 1 January 2026Cherry Hill Programs partnered with KIDZ BOP to bring Bunny Dance Parties to Easter 2026. The partnership adds musical entertainment to Bunny photo experiences with dance party activities for children.
• Spencer Spirit Holdings (Spirit Christmas)coreChannel Partner/ Reseller/ Distributor · 1 January 2025Spirit Christmas, operated by Spencer Spirit Holdings (parent of Spirit Halloween), partnered with Cherry Hill Programs to offer interactive Santa meet-and-greets and photo experiences at 30 pop-up store locations across Northeast and Great Lakes regions for the 2025 holiday season. The expansion quadrupled Spirit Christmas's footprint from its debut season. Santa visits begin November 21, with free admission to stores and holiday décor, apparel, inflatables, and gifts available.
• CrayolaminorGTM or Marketing Partner · 1 January 2025Cherry Hill Programs and Crayola partnered to inspire creativity during Christmas 2025 and Easter 2026 seasons through coloring-themed photo experiences. The collaboration brings extra color and creative activities to Santa and Bunny photo events.
• ShutterflyminorGTM or Marketing Partner · 1 January 2025Cherry Hill Programs partnered with Shutterfly to offer exclusive holiday bonuses to guests who reserve Santa photo spots. Shutterfly credit ($25 value) included with Package A photo purchase. Partnership provides additional value to consumers booking through whereissanta.com.
• BlooloopminorGTM or Marketing Partner · 1 January 2025Blooloop, a leading publication covering the attractions industry, selected Photogenic (Cherry Hill Programs' souvenir division) as the Photography Sponsor for Blooloop's 20th Anniversary Party in Orlando. Event scheduled to celebrate the attractions industry community.
• Simon Property GroupcoreChannel Partner/ Reseller/ Distributor · 1 January 2024Simon Property Group, the largest mall operator in the US, hosts Cherry Hill Programs' Santa and Easter Bunny photo experiences at mall locations nationwide. Simon locations offer sensory-friendly Caring Santa and Caring Bunny events as part of the Santa Cares/Bunny Cares programs. Multiple Simon malls featured in news coverage including Roosevelt Field, Barton Creek Square, and Concord Mills.
• The Humane Society of the United StatescoreStrategic or Co-development Partner · 1 January 2023Cherry Hill Programs supports The Humane Society of the United States through Pet Nights and Pet Parties, dedicated times for pets to share in Santa and Bunny photo experiences. Guests can donate to The Humane Society online when booking or on-site. Partnership began in 2021 as part of the Magic of Giving campaign.
• HighlightsminorGTM or Marketing Partner · 1 January 2023Cherry Hill Programs partnered with Highlights (founded 1946) to enhance Bunny Magic guest experiences. Guests booking at whereisbunny.com receive a FREE issue of Highlights (ages 6-12) or High Five (ages 3-5) magazine shipped to their home. Additional free activity sheets including Hidden Pictures puzzles provided. Joint social media giveaway launched in March.
• St. Jude Children's Research HospitalcoreStrategic or Co-development Partner · 1 January 2022Cherry Hill Programs partners with St. Jude Children's Research Hospital through PJ Parties, held every Tuesday during Santa season. Families wearing pajamas can capture Santa photos while donations support St. Jude's mission: Finding cures. Saving children. 100% of donations go directly to St. Jude. Part of the Magic of Giving charitable campaign.
• Portable North PolecoreGTM or Marketing Partner · 1 January 2022Cherry Hill Programs partnered with Portable North Pole (PNP), the world's most beloved Christmas family entertainment brand, to enhance Santa Magic guest experiences. Guests receive a FREE personalized phone call from Santa before their in-person visit when booking at whereissanta.com, and a personalized video message from the North Pole after their visit. PNP is created by UGroupMedia Inc. and has sent millions of personalized Santa messages globally.
• PhotogenicflagshipStrategic or Co-development Partner · 1 January 2019Cherry Hill Programs acquired Photogenic, a leading provider of souvenir photography to premier tourist attractions, in May 2019. Photogenic operates at venues including Navy Pier, Willis Tower, San Antonio Zoo, Gateway Arch, Entertainment Cruises, and Shedd Aquarium. Steve Craig remains as CEO of Photogenic. Combined entity delivers over 30 million experiences annually across 800+ locations.
• Autism SpeaksflagshipStrategic or Co-development Partner · 1 January 2015Cherry Hill Programs and Autism Speaks celebrate a 10-year partnership (since 2015) hosting sensory-friendly Santa Cares and Bunny Cares events across North America. Events allow people of all ages and abilities to enjoy photo experiences in inclusive, sensory-friendly environments with reduced lighting, music, and crowds. The partnership has raised over $2 million for autism research and advocacy, including over $1.5 million specifically through Santa Cares and Bunny Cares events. Free registration required; photo packages available for purchase.

Scale indicators8 records

Recent moves7 records

Expansion highlights6 records

Direct peers

• Lifetouch: Operates a B2B2C photography services model at schools and family events (yearbooks, class pictures, portraits), directly comparable to Cherry Hill's mall and attraction-based B2B2C photography model. Now owned by Shutterfly.
• Shutterfly: Consumer-facing photo products and printing platform that also owns Lifetouch; directly overlaps with Cherry Hill's digital photo products (My Photo, Pixie Post Greetings, ePostcard) and is already a Cherry Hill commercial partner via Shutterfly credits bundled with Santa packages.
• SmugMug: Photo sharing, storage, and print platform serving professional photographers and consumers; overlaps with Cherry Hill's digital photo delivery, virtual product, and printing offerings.

Broad incumbents

• Walt Disney Company (Disney PhotoPass): Operates in-park photography and souvenir photo experiences at Disney theme parks; a much larger incumbent in attraction-based experiential photography with a similar B2B2C model.
• Nations Photo Lab: Professional photo printing and product fulfillment company serving professional photographers; overlaps with Cherry Hill's print and merchandise revenue streams from photo packages.
• Hallmark Cards: Incumbent greeting card manufacturer and retailer with established digital greetings offerings; directly adjacent to Cherry Hill's Pixie Post Greetings digital card platform and a natural competitor as Pixie Post expands year-round.
• American Greetings: Major greeting card company with a digital greetings business; comparable to Cherry Hill's Pixie Post Greetings in terms of addressing the same 'celebrate life's moments' consumer use case.

Emerging players

• Punchbowl: Digital invitation and greeting card platform serving consumers and small businesses; an emerging competitor in the digital greetings category where Pixie Post Greetings is launching.
• Paperless Post: Premium digital invitation and greeting card platform; a focused competitor to Pixie Post Greetings in the digital celebrations category that Cherry Hill is entering.

Others

• Canon USA: Major camera and imaging equipment manufacturer that supplies the imaging hardware used in Cherry Hill's photo capture workflow; ecosystem supplier rather than a competitor.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks5 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/watch?v=P4vpwFJ-3Xo
• Facebookfacebook.com/CherryHillPrograms
• Instagraminstagram.com/cherryhillprograms
• Pinterestpinterest.com/cherryhillprograms
• Xx.com/CherryHillPrgms

Revenue estimate

Valuation estimate

Number of profiles

Profiles16 records

Subsidiaries1 record

Funding overview

Funding rounds1 record

Investors1 record

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Cherry Hill Programs