Six Flags Just Announced A New Discount Program, And The Reason Is Clear

Six Flags just announced a significant discount program that drops pass prices significantly, to as low as $6.99 in some cases. The move comes in response to low attendance at the company's flagship amusement parks, which is down by approximately 9% according to the Q4 earnings report. After joining an impressive list of companies that came back from bankruptcy, Six Flags Entertainment Corporation completed a merger with Cedar Fair Entertainment Company (the parent company of Cedar Point, Kings Island, and other amusement parks) on July 1, 2024. This increased the number of parks in their corporate umbrella to 42 with an anticipated value of $8 billion. When the company announced this merger, it sounded enthusiastic about future growth — but that growth has yet to materialize. 

Six Flags Entertainment Corporation financial reports show combined attendance down by 9%, which translated into 1.4 million fewer guests when compared to the same time during the previous year. Looking at attendance through a different lens — that of people having active season passes and memberships — and this figure of 6.7 million was down by 8% or about 579,000 units. The first seven weeks of Q2's attendance was described as flat while the prevalence of significant rain, including storms, and hot temperatures contributed to lowered attendance later, according to the company. Then, once people got into the park, they spent less. When looking at a five-week time frame encompassing July and early August, per capita spending was 4% lower than what it was last year. Fewer people buying passes, fewer people visiting the parks, and attendees spending less money almost certainly triggered the decision of Six Flags Entertainment Corporation to discount prices for a pass to their amusement park locations. 

Six Flags now offers a Gold Pass for $6.99 per month, good through 2026. The park system is making this discounted price available to people who purchase the pass before September 2, 2025. A Gold Pass (previously called the Platinum Pass) gives the holder unlimited visits to Six Flags America parks with no pesky date exceptions. Gold Pass holders also benefit from free parking plus discounts of 10% on merchandise and food. During this period, the Gold Pass will include a bring-a-friend-for-free pass for the 2025 season. With the Prestige Pass (which used to be the Diamond Pass), holders can receive two of these bring-a-friend passes along with the benefits of the Gold Pass, preferred parking, one free skip-the-line pass per visit, and use of the VIP entrance. The All=Park Passport, which grants access to all Six Flags parks and formerly cost $350 per year, has been reduced to $225 in an attempt to boost attendance.

The 2025 season will be the last time for people to enjoy the Six Flags America in Upper Marlboro because it's closing. So is the nearby Hurricane Harbor water park. The reason: these two parks have faced so much competition from Kings Dominion in Virginia which, after the Six Flags and Cedar Fair merger in 2024, became part of the overall Six Flags Entertainment Corporation. The discounted Gold Pass (and other passes), however, can be used at these locations until they close at the end of the 2025 season.