Six Flags

American amusement park company From Wikipedia, the free encyclopedia

Six Flags Entertainment Corporation (commonly known as Six Flags) is an American multinational amusement park company headquartered in Charlotte, North Carolina, United States. Formed in 2024 through the merger of Cedar Fair and the former Six Flags company, it has 42 properties within its portfolio. These include amusement parks, water parks, and on-site resorts located primarily in the United States, but also in Mexico, Canada, and Saudi Arabia. As the largest regional amusement park company in North America, Six Flags is the fifth-largest amusement park operator by attendance, hosting 50.3 million guests in 2024.[3] The company trades under the stock ticker "FUN" on the New York Stock Exchange.

Company typePublic
Quick facts Company type, Traded as ...
Six Flags Entertainment Corporation
Company typePublic
ISINUS83001C1080
IndustryAmusement parks
Predecessors
FoundedJuly 1, 2024; 20 months ago (2024-07-01)
HeadquartersCharlotte, North Carolina, U.S.
Number of locations
42 (2026)
Area served
Key people
Marilyn Spiegel
(board chair)
John Reilly
(CEO and president)
Brands
Services
RevenueIncreaseUS$3.10 billion (2025)
DecreaseUS$−1.38 billion (2025)
DecreaseUS$−1.60 billion (2025)
Total assetsDecreaseUS$7.80 billion (2025)
Total equityDecreaseUS$0.55 billion (2025)
MembersDecrease 7.4 million (2025)[a]
Number of employees
Decrease 95,225 (2025)
Websitesixflags.com
Footnotes / references
Financials as of December 31, 2025.[b][2]
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Some of the company's amusement parks operate under the Six Flags brand, while its water parks operate under several brands, including the Hurricane Harbor, Schlitterbahn, and Soak City brands. Primarily owned by institutional investors, the company's largest investors were BlackRock, The Vanguard Group, and Morgan Stanley as of 2025. The company holds exclusive theme park rights to use Warner Bros. intellectual properties such as Looney Tunes and DC Comics in most areas of the United States and Mexico, while Peanuts characters are featured at select parks through a separate licensing agreement.[c] An expedited attraction queuing system named Fast Lane is implemented at its theme parks.

Background

Former Six Flags company

Six Flags Theme Parks originated with the creation of The Great Southwest Corporation by Angus G. Wynne and other investors, who would go on to open the chain's original park, Six Flags Over Texas, in August 1961. After the Pennsylvania Railroad gained a controlling stake in the company's shares, a handful of new parks were constructed, and multiple independently-owned parks were purchased over the following two decades. Following the acquisition of Marriott Corporation's Great America theme park in Gurnee, Illinois, in 1984, Six Flags acquired the rights to feature Warner Bros.' Looney Tunes animated characters at its properties; Time Warner (now Warner Bros. Discovery) subsequently purchased much of the company and was its sole owner from 1993 to 1995. Six Flags Theme Parks, Inc. was later bought out by Premier Parks – an Oklahoma-based real estate firm and theme park chain – on April 1, 1998, for $1.86 billion.[5] Premier began to apply the Six Flags name to several of its existing properties in North America and Europe, eventually fully assuming the brand name in 2000.

Theme parks like Six Flags AstroWorld were closed in the 2000s, before Six Flags eventually filed for Chapter 11 bankruptcy in 2009.

Throughout the 2000s, Six Flags began to suffer from growing debt and organizational bloat, eventually resorting to selling off assets like its European parks and Worlds of Adventure in 2004. Some of the company's largest investors grew frustrated with Six Flags and demanded change; Daniel Snyder's Red Zone, LLC successfully gained control of Six Flags' board of directors in 2005 by means of a proxy battle. New management continued to sell off various American amusement park locations throughout 2006–2007, although the cash flow continued to decrease, falling $120 million annually under Red Zone's board. Affected by the 2008 financial crisis and the Great Recession, Six Flags filed for Chapter 11 bankruptcy protection in 2009 but continued to operate the parks as normal. Six Flags re-emerged as Six Flags Entertainment Corp. on May 3, 2010, moving head offices from New York City to Grand Prairie, Texas and allowing lenders to control 92% of the company in exchange for canceling $1.13 billion in debt.[6]

Jim Reid-Anderson was instated as chairman, president and chief executive officer (CEO) on August 13, 2010 and succeeded by Mike Spanos in late 2019. New initiatives were launched to build Six Flags theme parks in global markets; the previously cancelled Six Flags Dubai was revived in 2014 before being called off again in 2018. Six Flags Zhejiang and Six Flags Chongqing both began construction in China before a declining real estate and the collapse of its local investment firm in 2020 forced both projects to be sold on to other developers. The COVID-19 pandemic also hindered Six Flags' operations during 2020, forcing many parks to remain closed for the year. Mike Spanos stepped down in 2021, allowing chairman Selim Bassoul to assume the role of CEO. Seeking reinvention, Bassoul announced a new strategy favoring guest experience over capital investments; this meant raising prices in order to lower daily park crowds, thus improving the park experience for higher-paying guests.[7] The initiative and various comments made by Bassoul proved controversial with shareholders, and was abandoned in November 2022 after park attendance plummeted by 33%.[8][9][10]

Cedar Fair

Cedar Point's 1978 acquisition of Valleyfair led to the formation of Cedar Fair, L.P. in 1983.

In 1978, the Cedar Point amusement park in Sandusky, Ohio, purchased the Valleyfair amusement park.[11] This led to the formation of Cedar Fair Limited Partnership in 1983—with the "Cedar" derived from Cedar Point and "Fair" derived from Valleyfair. Later, the company went public on April 29, 1987.[12] The company would increase its portfolio through acquisitions of amusement parks throughout the United States. Via its 1997 acquisition of Knott's Berry Farm, the company gained rights to use Peanuts intellectual properties within its parks.[13] In 2006, Cedar Fair acquired all five Paramount Parks amusement parks and later, the company, for US$1.24 billion.[14] Soon after, the company would begin to do business as Cedar Fair Entertainment Company.[15]

Apollo Global Management, Six Flags, and SeaWorld Parks & Entertainment attempted to acquire Cedar Fair but did not succeed.

Cedar Fair faced multiple failed acquisition attempts prior to the merger. Private equity company Apollo Global Management announced plans to take over Cedar Fair in late-2009 and make it into a private company. However, Cedar Fair's unitholders did not support the acquisition, which derailed the transaction in 2010.[16] In 2019, Six Flags approached Cedar Fair with a cash-and-stock acquisition offer, which was quickly rejected.[17][18] Almost three years later in 2022, SeaWorld Entertainment (now United Parks & Resorts) made an unsolicited all-cash bid to buy Cedar Fair for US$3.4 billion; this offer was rejected two weeks later.[19][20] In order to lower overall corporate debts, the company sold California's Great America in Santa Clara, California, on June 27, 2022, to real estate developer Prologis for US$310 million.[21] By the end of 2022, Cedar Fair reported it had around US$2.2 billion in net debt.[22]

History

Merger

Announcement

Longtime competitors Cedar Fair and Six Flags announced a merger on November 2, 2023, roughly four years after Six Flags made an unsuccessful acquisition offer for Cedar Fair in 2019. The announcement came at a time when amusement parks struggled to raise attendance after the COVID-19 pandemic, citing the need for financial stability, cost efficiency, and to compete with destination theme parks.[23][24][25] Both companies anticipated US$120 million in cost synergies within two years following the merger's completion.[26] Including debt, it would form an enterprise value of US$8 billion, creating a portfolio of 27 amusement parks, 15 water parks, with 9 resort properties, making the newly formed company the largest amusement park operator in North America.[27][28][29]

Described as a "merger of equals",[27] Cedar Fair shareholders would become majority owners, owning a 51.2% stake in the new company, while Six Flags shareholders would own a 48.8% stake. The merger was executed as an all-stock transaction: each Cedar Fair share was exchanged for one share in the new company, while each Six Flags share was exchanged for 0.58 shares.[30][31] It was structured through a newly formed holding company named CopperSteel HoldCo, Inc., which both companies would merge into.[32] Upon completion, Cedar Fair and Six Flags would dissolve, and CopperSteel HoldCo, Inc. was to be renamed to Six Flags Entertainment Corporation, trading under Cedar Fair's ticker symbol, FUN, on the New York Stock Exchange.[32]

Approval

The board of directors of both companies had approved the merger at the time of initial announcement.[33] The United States Department of Justice (DOJ) launched an antitrust review process of the merger on January 22, 2024, and issued a second request for additional information from both companies.[34][35] On January 25, 2024, the Mexican Federal Competition Commission approved the merger.[32] Because Six Flags shareholders would hold a minority stake in the new company, approximately 80% of Six Flags shareholders overwhelmingly voted to approve the merger on March 12, 2024.[36][37] The DOJ approved the merger on June 26, 2024, allowing the companies to finalize the merger.[38][39] The merger was completed on July 1, 2024.[40]

Opposition

Immediately after the merger's announcement, activist investment firm Land & Buildings Investment Management, which held a 1% stake in Six Flags, opposed the merger, stating that the deal "does not maximize value for all shareholders."[41]

Since the merger was structured so that Cedar Fair unitholders would hold a 51.2% majority, it did not require a vote.[42] In December 2023, investment firm Neuberger Berman, which held a 3% stake in Cedar Fair, accused the companies of purposefully structuring the deal so that Cedar Fair unitholders were disenfranchised, asserting that the merger would not be approved if Cedar Fair unitholders were allowed to vote.[43][44]

Post-merger operations

The company's headquarters were relocated five miles northeast of its Carowinds park (pictured) in Charlotte, North Carolina.

After the merger's completion on July 1, 2024, the president and CEO of Cedar Fair, Richard Zimmerman, became president and CEO of the new combined company. Selim Bassoul, the president and CEO of the former Six Flags company, became the executive chairman of the company's board of directors.[27] The combined company's headquarters was relocated to Charlotte, North Carolina, five miles northeast of its Carowinds park, with significant administrative and financial operations based at Cedar Fair's former headquarters in Sandusky, Ohio.[28][45] Six Flags clarified at the time of merger that the company did not anticipate making any major changes at the park-level and that all properties would retain their pre-merger names.[40] Stocks for both Cedar Fair and the former Six Flags company ceased trading on the New York Stock Exchange, and the newly formed entity commenced trading on July 2, 2024 under the ticker symbol FUN.[46]

In late-2024, Six Flags outlined plans for a portfolio optimization in the company, which may include closing or selling off some of its locations.[47] The company filed plans with the United States Securities and Exchange Commission (SEC) on December 17, 2024, that it would acquire the remaining limited partnership units of Six Flags Over Georgia, Hurricane Harbor Atlanta, and Six Flags White Water by January 12, 2027. The transaction would cost US$332.6 million, and would increase Six Flags' ownership of the three parks from 31.5% to full ownership.[48] On February 10, 2025, Six Flags and Qiddiya Investment Company announced that it had signed an agreement that would make Six Flags the operator for the upcoming Six Flags Qiddiya City theme park in Riyadh Province, Saudi Arabia, in addition to developing and licensing the Six Flags brand for the park. The theme park, originally announced in 2018 under the former Six Flags company, was slated for a late-2025 opening.[49][50]

Six Flags America in Woodmore, Maryland, permanently closed on November 2, 2025.

On May 1, 2025, the company announced it would permanently close the Six Flags America theme park and its accompanying water park, Hurricane Harbor Maryland, in Woodmore, Maryland. The company cited that the park were "not a strategic fit with the company's long term plan," and that the property would be redeveloped.[51] Hurricane Harbor Maryland closed on September 6, 2025, and Six Flags America closed on November 2, 2025.[52][53] In late-May 2025, Six Flags announced plans to reduce 10% of its full-time employees, equating to approximately 500 employees.[54] The layoffs included eliminating the park president role at all of its 27 amusement parks as the company moved to a regional operating structure, completing these layoffs by June.[55]

Both initial post-merger executives would step down in the later half of 2025, with Six Flags announcing on August 6, 2025, that Zimmerman, president and CEO of the company, would step down.[56][57][58] Later, on October 10, 2025, it was announced that Bassoul, executive chairman, would step down by the end of 2025, but would stay to consult for the upcoming Six Flags Qiddiya City.[59]

John Reilly, a former executive at Palace Entertainment, Parques Reunidos, and SeaWorld Entertainment, assumed the president and CEO position effective December 8, 2025, replacing Zimmerman.[60] Marilyn Spiegel, who served as a board member since 2023 for both the former Six Flags company and current company, replaced Bassoul as a non-executive chair on January 1, 2026.[61]

Six Flags Qiddiya City opened on December 31, 2025.[62] The company announced on January 5, 2026, that it did not intend to acquire its remaining stake in Six Flags Over Texas, citing "the contractual terms do not currently align with [its] capital allocation priorities."[63]

On March 5, 2026, Six Flags announced that it would divest seven of its theme parks, selling the parks to EPR Properties for US$331 million.[64] These parks include Valleyfair, Worlds of Fun, Michigan's Adventure, Schlitterbahn Galveston, Six Flags St. Louis, Six Flags Great Escape, and La Ronde.[65] The sale of these parks follows the registration of the "Enchanted Parks" trademarks to the United States Patent and Trademark Office in early-January 2026;[66] Enchanted Parks will partner with EPR to operate six of the parks, while La Ronde Operations will operate La Ronde.[64][67] The sale is expected to close by the end of March 2026, subject to approval.[68]

Properties

About OpenStreetMaps
Maps: terms of use
1000km
621miles
Six Flags White Water
Six Flags White Water
Six Flags Hurricane Harbor Splashtown
Six Flags Hurricane Harbor Splashtown
Six Flags Hurricane Harbor Rockford
Six Flags Hurricane Harbor Rockford
Six Flags Hurricane Harbor Phoenix
Six Flags Hurricane Harbor Phoenix
Six Flags Hurricane Harbor Oklahoma City
Six Flags Hurricane Harbor Oklahoma City
Six Flags Hurricane Harbor Concord
Six Flags Hurricane Harbor Concord
Schlitterbahn New Braunfels
Schlitterbahn New Braunfels
Schlitterbahn Galveston
Schlitterbahn Galveston
Six Flags Fiesta Texas
Six Flags Fiesta Texas
Six Flags Hurricane Harbor Oaxtepec
Six Flags Mexico
Six Flags Mexico
Six Flags Darien Lake
Six Flags Darien Lake
Canada's Wonderland
Canada's Wonderland
Valleyfair
Valleyfair
Six Flags Great America / Hurricane Harbor Chicago
Six Flags Great America / Hurricane Harbor Chicago
California's Great America
California's Great America
Kings Dominion
Kings Dominion
Six Flags Great Adventure Resort: Six Flags Great Adventure / Hurricane Harbor New Jersey / Wild Safari
Six Flags Great Adventure Resort: Six Flags Great Adventure / Hurricane Harbor New Jersey / Wild Safari
Worlds of Fun
Worlds of Fun
Carowinds
Carowinds
Kings Island
Kings Island
Six Flags St. Louis
Six Flags St. Louis
Six Flags Magic Mountain / Hurricane Harbor Los Angeles
Six Flags Magic Mountain / Hurricane Harbor Los Angeles
Six Flags Discovery Kingdom
Six Flags Discovery Kingdom
Six Flags Over Georgia
Six Flags Over Georgia
La Ronde
La Ronde
Six Flags Over Texas / Hurricane Harbor Arlington
Six Flags Over Texas / Hurricane Harbor Arlington
Frontier City
Frontier City
Michigan's Adventure
Michigan's Adventure
Six Flags Great Escape
Six Flags Great Escape
Knott's Berry Farm / Knott's Soak City
Knott's Berry Farm / Knott's Soak City
Dorney Park
Dorney Park
Six Flags New England
Six Flags New England
Cedar Point Resort: Cedar Point / Cedar Point Shores
Cedar Point Resort: Cedar Point / Cedar Point Shores
Interactive map of all Six Flags parks located in North America.
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Maps: terms of use
500km
311miles
Six Flags Qiddiya City
Six Flags Qiddiya City
Interactive map of Six Flags Qiddiya City in Saudi Arabia.

As of March 2026, Six Flags operates 42 properties: 27 amusement parks and 15 separately gated water parks, with nine on-site resorts. The company owns the land for 26 of these properties.[69]

Seven Six Flags properties are planned to be sold to EPR Properties by March 2026.[68][d]

United States
International

Amusement parks

  Ex-Cedar Fair properties
  Ex–Six Flags (1961–2024) properties

More information Name, Location ...
Name Location Year opened Notes
Six Flags branded
Six Flags Darien Lake Darien, New York 1981 Includes the Hurricane Harbor water park. Owned by EPR Properties; operated by Six Flags under lease.[2]
Six Flags Discovery Kingdom Vallejo, California 1968
Six Flags Fiesta Texas San Antonio, Texas 1992 Includes the Hurricane Harbor San Antonio water park.
Six Flags Great Adventure Jackson, New Jersey 1974 Includes the Six Flags Wild Safari safari park, which is counted as a separate property.[2]
Six Flags Great America Gurnee, Illinois 1976
Six Flags Great Escape Queensbury, New York 1954 Includes the Hurricane Harbor water park. Planned to be sold to EPR Properties in 2026.[64]
Six Flags Magic Mountain Valencia, California 1971
Six Flags México Mexico City, Mexico 1982 Land owned by the Federal District of Mexico City; operated by Six Flags under lease.[2]
Six Flags New England Agawam, Massachusetts 1870 Includes the Hurricane Harbor water park.
Six Flags Over Georgia Austell, Georgia 1967 Includes the Hurricane Harbor water park. Owned by Six Flags Over Georgia Ltd., a limited partnership; managed and operated by Six Flags, of which they will take full ownership by January 2027.[2]
Six Flags Over Texas Arlington, Texas 1961 Owned by Texas Flags Ltd., a limited partnership; majority-owned, managed, and operated by Six Flags.[2]
Six Flags Qiddiya City Qiddiya City, Saudi Arabia 2025 Owned by the Qiddiya Investment Company; operated and under license from Six Flags.[2]
Six Flags St. Louis Eureka, Missouri 1971 Includes the Hurricane Harbor water park. Planned to be sold to EPR Properties in 2026.[64]
Regionally branded
California's Great America Santa Clara, California 1976 Land owned by Prologis; the park is planned to close no later than 2033.[70] Includes the South Bay Shores water park.
Canada's Wonderland Vaughan, Ontario 1981 Includes the Splash Works water park.
Carowinds Charlotte, North Carolina 1973 Includes the Carolina Harbor water park.
Cedar Point Sandusky, Ohio 1870 Includes the Cedar Point Sports Center sports complex facility.[2]
Dorney Park Allentown, Pennsylvania 1884 Includes the WildWater Kingdom water park.
Frontier City Oklahoma City, Oklahoma 1958 Includes the Wild West Water Works water park. Land owned by EPR Properties; operated by Six Flags under lease.[2]
Kings Dominion Doswell, Virginia 1975 Includes the Soak City water park.
Kings Island Mason, Ohio 1972 Includes the Soak City water park.
Knott's Berry Farm Buena Park, California 1920
La Ronde Montréal, Quebec 1967 Land owned by the City of Montreal; operated by Six Flags under an emphyteutic lease.[2] Planned to be sold to EPR Properties in 2026.[64]
Michigan's Adventure Muskegon, Michigan 1956 Planned to be sold to EPR Properties in 2026.[64]
Valleyfair Shakopee, Minnesota 1976 Includes the Soak City water park. Planned to be sold to EPR Properties in 2026.[64]
Worlds of Fun Kansas City, Missouri 1973 Includes the Oceans of Fun water park. Planned to be sold to EPR Properties in 2026.[64]
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Water parks

The following table only includes separately-gated water parks counted towards Six Flags' total property count.[71]

More information Name, Location ...
Name Location Year opened Notes
Hurricane Harbor
Six Flags Hurricane Harbor Arlington Arlington, Texas 1983 Located across Interstate 30 from Six Flags Over Texas.
Six Flags Hurricane Harbor Concord Concord, California 1995 Land owned by EPR Properties; operated by Six Flags under lease.[2] Located approximately 15 miles from Six Flags Discovery Kingdom.
Six Flags Hurricane Harbor Chicago Gurnee, Illinois 2005 Located adjacent to Six Flags Great America.
Six Flags Hurricane Harbor Los Angeles Valencia, California 1995 Located adjacent to Six Flags Magic Mountain.
Six Flags Hurricane Harbor New Jersey Jackson, New Jersey 2000 Located within the Six Flags Great Adventure Resort.
Six Flags Hurricane Harbor Oaxtepec Oaxtepec, Mexico 2017 Land owned by the Mexican Social Security Institute; operated by Six Flags under lease.[2]
Six Flags Hurricane Harbor Oklahoma City Oklahoma City, Oklahoma 1981 Land owned by EPR Properties; operated by Six Flags under lease.[2] Located approximately15 miles from Frontier City.
Six Flags Hurricane Harbor Phoenix Phoenix, Arizona 2009 Land owned by EPR Properties; operated by Six Flags under lease.[2]
Six Flags Hurricane Harbor Rockford Cherry Valley, Illinois 1984 Land owned by the Rockford Park District; operated by Six Flags under lease.[2]
Six Flags Hurricane Harbor Splashtown Spring, Texas 1984 Land owned by EPR Properties; operated by Six Flags under lease.[2]
Schlitterbahn
Schlitterbahn Galveston Galveston, Texas 2006 Land owned by the city of Galveston, Texas; operated by Six Flags under lease.[2] Planned to be sold to EPR Properties in 2026.[64]
Schlitterbahn New Braunfels New Braunfels, Texas 1979 Located approximately 35 miles from Six Flags Fiesta Texas.
Soak City
Knott's Soak City Buena Park, California 2000 Located adjacent to Knott's Berry Farm.
Regionally branded
Cedar Point Shores Sandusky, Ohio 1988 Located adjacent to Cedar Point.
Six Flags White Water Marietta, Georgia 1983 Owned by Six Flags Over Georgia Ltd., a limited partnership; managed and operated by Six Flags, of which they will take full ownership by January 2027.[2] Located approximately 15 miles from Six Flags Over Georgia.
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Resorts

More information Name, Location ...
Name Location Year opened Notes
Castaway Bay Sandusky, Ohio 2004 Located within Cedar Point Resorts, containing an indoor water park.
Cedar Point Express Hotel Sandusky, Ohio 2017 Located within Cedar Point Resorts.
Hotel Breakers Sandusky, Ohio 1905 Located within Cedar Point Resorts.
Knott's Hotel Buena Park, California 1968 Located near Knott's Berry Farm.
Lighthouse Point Sandusky, Ohio 2001 Located within Cedar Point Resorts.
Sawmill Creek Resort Huron, Ohio 1972 Located within Cedar Point Resorts, eight miles from the park.
Six Flags Darien Lake Hotel & Campground Darien, New York 1954 Located across from Six Flags Darien Lake, containing a hotel named Lodge on the Lake, a campground with cabins, guest houses, and rentable RVs; Darien Square, and Darien Lake Performing Arts Center.
Six Flags Great Escape Lodge Queensbury, New York 2006 Located across from Six Flags Great Escape, containing the White Water Bay water park. Planned to be sold to EPR Properties in 2026.
The Resorts at Schlitterbahn New Braunfels New Braunfels, Texas 1979 Located within Schlitterbahn New Braunfels.
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Former properties

More information Name, Location ...
Name Location Year closed/sold Fate
Six Flags America Woodmore, Maryland 2025 Permanently closed on November 2, 2025, including the Hurricane Harbor Maryland water park.
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Corporate affairs

Leadership

Board of directors

As of January 1, 2026, the current Six Flags board of directors are:[72]

Executives

With the exception of John Reilly, all current executives previously held their roles at Cedar Fair prior to the 2024 merger. As of December 8, 2025, the current Six Flags executive team consists of:[73]

Ownership

As of December 31, 2025, the ten largest shareholders are:[74]

More information Shareholder, Shares ...
Shareholder Shares in %
BlackRock Increase 15,378,916 15.16%
The Vanguard Group Decrease 9,548,762 9.41%
Morgan Stanley Increase 9,473,532 9.34%
UBS Increase 5,279,720 5.20%
Darlington Partners Capital Management Decrease 5,200,000 5.12%
Sachem Head Capital Management Steady 5,030,000 4.96%
Dendur Capital Increase 4,953,000 4.88%
H Partners Management Steady 4,650,000 4.58%
Jana Partners Increase 4,116,099 4.06%
State Street Corporation Increase 3,614,025 3.56%
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Finances

Upon completion of the merger, Cedar Fair was named the accounting acquirer under Accounting Standards Codification 805.[69]

More information Business, Share ...
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Attendance

Company attendance

The following figures refer to the Themed Entertainment Association's amusement park operator rankings by attendance.

More information Year, Rank ...
Year Rank Attendance Ref.
2024 5 50,300,000 [75]
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Top ranked parks

The following figures refer to Six Flags parks that ranked among the top 20 most attended amusement parks in North America per year, as reported by the Themed Entertainment Association.

More information North America rank, Park ...
North America rank Park Attendance (in millions)
2024[75]
10 Knott's Berry Farm 4.503
14 Cedar Point 3.780
15 Kings Island 3.465
16 Six Flags Magic Mountain 3.317
17 Canada's Wonderland 3.264
19 Six Flags Great America 3.045
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Business model

Admission gates to Knott's Berry Farm in Buena Park, California in 2025.

Six Flags generates revenue through three primary sources: park admissions (51.1%), in-park spending (33.5%), and other revenue (15.4%).[g] The company offers season passes, usually priced lower than competitors. These passes are priced based on a park's market and operating season, as well as monthly memberships at legacy Six Flags parks.[76][77] While per-capita revenue from season passholders is lower per visit, their total annual spend is higher. Six Flags has emphasized increasing attendance volume and in-park spending frequency to increase revenue.[78]

Additional revenue sources come from special events such as the Halloween events Fright Fest and Haunt, as well as winter events Holiday in the Park and Winterfest. Six Flags' Halloween events utilize popular intellectual properties to increase attendance.[79] A prevalent paid add-on is Fast Lane, an expedited queuing system, offered at the company's parks. Guests pay an additional fee to access either a shorter queue or a virtual queue on select attractions.[80]

Marketing and licensing

Marketing efforts

Travis Kelce serves as Six Flags' brand ambassador.

In April 2025, Six Flags launched its first post-merger national brand campaign "We're Serious About Fun." The new ad campaign introduces a new mascot character, the Funsultant, known for deadpan delivery. It was developed by the creative agency The Marketing Arm (TMA), and was launched for television, digital, out-of-home, social media and email.[81]

American football player Travis Kelce became Six Flags' brand ambassador in March 2026, partnering with the company on marketing efforts.[82] Kelce had previously partnered with activist investor firm Jana Partners in October 2025, which acquired a 9% stake in Six Flags.[83]

Licensing and partnerships

The Planet Snoopy themed area at Dorney Park.

Six Flags currently holds theme park rights to two intellectual properties: Warner Bros. and Peanuts. The company's agreement with Warner Bros. grants access to use Looney Tunes and DC Comics properties in its theme parks in North America, with the exception of the Las Vegas metropolitan area and Florida.[69] The Peanuts intellectual properties are licensed for use in the United States and Canada at select legacy Cedar Fair parks only;[c] Six Flags renewed its licensing agreement with Peanuts Worldwide through 2030.[84]

The Six Flags brand is licensed to the Qiddiya Investment Company for Six Flags Qiddiya City, a park that Six Flags operates and manages.[2] Additionally, EPR Properties retains access to use the Six Flags brands at the seven parks that it will acquire from Six Flags for the rest of 2026.[d]

Other in-park partnerships include food vendors such as Blue Bunny Ice Cream, Coca-Cola, Frito-Lay, The Icee Company, and Mars Inc.[85][86] Six Flags maintains multiple partnerships with on-ride photo vendors, with Pomvom operating at legacy Six Flags parks,[87] Colorvision International at most legacy Cedar Fair parks,[88] and Kaman's Art Shoppes at Dorney Park, Michigan's Adventure, and Valleyfair.[89] The company's technology provider is Accesso, utilizing the Accesso Passport ticketing suite for e-commerce.[90]

See also

Notes

  1. Reflects total outstanding passholders as of August 3, 2025.[1]
  2. Employee count includes 91,000 seasonal/part-time employees and 4,225 full-time employees.
  3. Previously director at the former Six Flags company prior to 2024 merger
  4. Previously held position at Cedar Fair prior to 2024 merger
  5. Attributed to Six Flags' Form 10-K for the 2025 fiscal year.[2]

References

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