The travel and theme park sector in 2025 is navigating a complex landscape: consumer demand is shifting, capital pressures are mounting, and legacy operators are making hard pivots. Parks that lean into immersive experiences, dynamic pricing, storytelling, and operational efficiency are better positioned to withstand softness and rise above the noise.
Leadership Shake-Up Puts Six Flags on Unsteady Ground
Six Flags is undergoing a leadership shake-up alongside financial and operational turbulence. The company has announced CEO Richard A. Zimmerman will step down, while at the same time canceling winter events, restricting pricing, and facing shareholder backlash.
Six Flags Leadership is on shaky tracks. This August brought significant news: Six Flags announced that CEO Richard A. Zimmerman will step down by the end of 2025, remaining on the board until a successor is appointed. The leadership transition comes on the heels of a challenging second quarter that exposed vulnerabilities across operations and strategy.
Six Flags reported a nearly $100 million net loss in Q2, with attendance dropping 9% year-over-year, roughly 1.4 million fewer visits. Revenue landed at $930 million, short of analyst expectations of $982 million. More concerning, executives cut full-year EBITDA guidance down to $860-$910 million, far below the earlier $1.08-$1.12 billion forecast. Severe weather was a key culprit: “nearly 400 operating days in the second quarter were impacted by weather, including 49 full-park closures,” the company disclosed.
The fallout is steep. As Morning Brew noted, shares are down 47% year-to-date “not exactly the thrill ride you might expect from a company with the stock ticker symbol FUN.” Investor frustration is mounting, with threats of legal action citing alleged mismanagement or lack of transparency. The tension reflects broader post-pandemic pressures: rising costs, climate uncertainty, and evolving consumer habits are reshaping how amusement chains compete.
Six Flags is also canceling its traditional Holiday in the Park winter events at several parks, trimming seasonal attractions to a shorter operating year. Six Flags America has also canceled Fright Fest entirely in its last season ahead of permanent closure. Meanwhile, California’s Great America will close, and other properties, like St. Louis, face scrutiny.
For partners in travel and tourism, Six Flags is sending mixed signals as event contraction, premium pricing, and investor unrest all point to a brand in transition. The next CEO will inherit not just financial challenges but also the task of rebuilding trust with both investors and guests.
Sources:
- https://www.businesswire.com/news/home/20250804828767/en/Six-Flags-Entertainment-Corporation-Reports-2025-Second-Quarter-Results-Provides-July-Performance-Update-and-Updates-Full-Year-Guidance
- https://njbiz.com/six-flags-great-adventure-adds-paid-fright-fest-attractions-in-2025/
- https://www.morningbrew.com/stories/2025/08/18/it-s-been-a-rough-ride-for-six-flags-this-summer
Halloween Prices Climb as Parks Bet on Premium Experiences
Halloween events across the industry are surging in scope and cost, with Six Flags and Disney leading the way in premium pricing.
Halloween prices creep higher. While Six Flags trims winter festivities, it is doubling down on Halloween. Haunted houses and mazes, once included in Fright Fest, now require a separate Haunted Attractions Pass, priced at $35 – $39. Guests are also expected to see more VIP and skip-the-line upcharges. Six Flags frames this as “immersive, unforgettable entertainment,” but the change represents a clear shift toward à la carte pricing that may leave some longtime fans frustrated.
Disney is pushing similar moves, raising prices for Mickey’s Not-So-Scary Halloween Party at Walt Disney World to $229 on premium nights, up $30 from last year. Across the industry, parks are learning that Halloween delivers one of the highest ROI seasonal events, often outpacing Christmas. Yet the aggressive pricing strategy tests customer loyalty, especially amid inflationary pressures.
For travel agencies, the Halloween season remains a major draw but now requires sharper messaging. Bundling packages must highlight optional add-ons and be transparent about peak-date surcharges to avoid sticker shock. While the scare factor brings guests in, the true fright might be at the ticket booth.
Sources:
- https://njbiz.com/six-flags-great-adventure-adds-paid-fright-fest-attractions-in-2025/
- https://www.prnewswire.com/news-releases/six-flags-entertainment-to-unleash-biggest-halloween-season-in-history-with-debut-of-the-conjuring-beyond-fear-interactive-experience-302525869.html
- https://www.wdwmagic.com/events/mickeys-not-so-scary-halloween-party/news/12may2025-2025-halloween-party-at-magic-kingdom-comes-with-higher-ticket-prices.htm
For more information, visit harmelin.com, or connect with us on LinkedIn or Facebook.
