Six Flags guests are spending more money in parks this year
Six Flags guests are spending more money inside parks this year, according to new details shared during the company’s first-quarter 2026 earnings call.
Six Flags says guests are spending more once they enter parks
Six Flags reported that per-capita guest spending increased 6% during the quarter, while in-park product spending — including food, beverage, merchandise, games, and extra-charge experiences — rose 10% year-over-year. Attendance also increased 4%, despite fewer operating days compared to the same period last year.
Executives described the quarter as an encouraging start to the season, while also cautioning that the first quarter represents only a small portion of the company’s overall annual business because many parks were not yet operating.
“We’re seeing strong in-park spending once guests arrive at our parks,” said John Reilly, Six Flags CEO, during the earnings call.
What’s driving the better spending
According to the company, higher guest spending was driven by a mix of operational and guest-facing changes, including:
- upgraded food and beverage programs
- better pass mix
- guests upgrading into higher-tier passes with expanded regional park access
- redesigned digital purchasing platforms
- revenue management and pricing adjustments
- improved merchandise offerings
Executives specifically highlighted continued investment in food and beverage experiences across the chain, including festivals like the Boysenberry Festival at Knott’s Berry Farm.
Courtesy of Knott’s Berry Farm, Sean Teegarden
With expanded events and entertainment, Six Flags is continuing to push beyond its longtime reputation as a coaster-focused chain. Leadership repeatedly emphasized immersive entertainment, seasonal festivals, upgraded dining, family-focused additions, and more polished in-park experiences designed to encourage visitors to stay longer and return more often.
Flexible passes and memberships remain a major focus
Another major topic during the call was the company’s evolving season pass and membership strategy.
Executives said guests are responding positively to expanded regional pass access, which allows certain passholders to visit multiple parks under the same product tier. Leadership described flexibility and broader park access as important tools for driving repeat visitation and long-term guest engagement.
Courtesy of Six Flags
During the call, executives described the response to the new structure as encouraging, saying guests are showing strong interest in added flexibility and broader park access. As of early May, Six Flags said its active pass base had increased 6% year-over-year on a same-park basis.
“We hope to see more people staying in the fold,” executives said while discussing renewal trends and long-term passholder retention.
Six Flags says operational discipline remains a priority
Much of the earnings call focused on operational efficiency and post-merger integration following the combination of legacy Six Flags and Cedar Fair.
Leadership said cost controls, digital ticketing improvements, revenue management systems, marketing adjustments, and guest-facing technology upgrades all contributed to stronger overall performance during the quarter. Executives also said the company is prioritizing investments in parks and projects expected to generate the strongest long-term returns, while continuing to sell non-core assets and undeveloped land.
Earlier this year, Six Flags closed on the sale of several smaller parks to Enchanted Parks. Leadership said there are currently no additional park sale plans announced for 2026.
What’s ahead for Six Flags
While executives repeatedly described early-season demand trends as “encouraging,” they also stressed that it is still too early to predict the full year. Leadership noted that May and June remain critical selling periods for season passes and memberships, and that weather, holiday timing, and competitive promotional activity could still affect the remainder of the season.
Here’s a quick recap of some of the bigger/newer Six Flags projects and additions that Attractions Magazine has covered recently, many of which were referenced directly or indirectly during today’s earnings call:
- Kings Island
- New for 2026: Phantom Theater: Opening Nightmare
- Interactive dark ride from Sally Dark Rides inspired by the park’s original Phantom Theater attraction
- Six Flags Magic Mountain
- Looney Tunes Land opening in 2026
- Major reimagining of Bugs Bunny World into a more immersive family land
- Four themed zones with refreshed rides, exploration trails, play areas, and character environments
- Knott’s Berry Farm
- Return of Montezooma (mentioned today on the call)
- The company also repeatedly highlighted the Boysenberry Festival success as an example of strong guest spending and seasonal engagement
- Holiday season events
- ‘Holiday in the Park’ at Six Flags Over Georgia
- ‘Holiday in the Park’ at Six Flags Great Adventure
- Reimagined holiday events with immersive lands, entertainment, tree lighting, food, and seasonal activities after prior cancellations
The overall tone of the call suggested Six Flags believes its combination of operational discipline, expanded entertainment offerings, and guest-focused upgrades is beginning to gain traction as the company heads into the important summer months.
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