Skift Take
The pandemic slammed revenue at amusement parks, but it was a one-off problem. Looking ahead, operators must market the appeal of season passes to help cope with flatlining attendance.
June is the month when amusement parks typically fill up with the screams of riders on roller coasters. But executives at major U.S. park operators are holding on tight, waiting to see how many visitors return. They're also playing a long game by moving from sales for day tickets to season passes — with the hope that customers see the greater value there.
During recent earnings calls, executives at major attraction operators voiced cautious optimism about summer 2021. They believe a lifting of many pandemic restrictions and a strong economy could bring families back to their roller coaster rides and other thrills. But the recovery may still be gradual for the large operators such as Disney, Six Flags Entertainment, Comcast (owner of Universal Orlando), SeaWorld Entertainment, and Cedar Fair.
Exhibit A is SeaWorld. Like most operators, it had to keep its parks closed or operating with social distancing restrictions, mask requirements, and temperature checks for most of 2020 and early 2021.
Recovery has been gradual. By March, SeaWorld had 10 of its 12 parks open. In the first three months
