Six Flags Is Struggling — Here’s Why, and What Needs to Change

The latest report on Six Flags’ declining attendance and revenue comes as no surprise to many in the industry. In an era where consumers are more selective than ever about where they spend their time and money, legacy theme park brands like Six Flags are facing a harsh reality: the value proposition they once offered simply isn’t holding up.

According to CEO Selim Bassoul, the company is seeing “fewer but more affluent” guests. But digging deeper, it’s clear this isn’t just about pricing — it’s about perceived value. In today’s experience-driven economy, guests are actively seeking out quality, creativity, and immersive environments. Unfortunately, Six Flags has struggled to evolve with those expectations.

The Problem Isn't the Guests — It's the Product

Raising ticket prices and limiting discounts may help in the short term, but it doesn’t address the core issue: guests no longer feel they’re getting a meaningful or memorable experience at Six Flags parks. Many of the parks feel dated, operations are inconsistent, and the brand lacks the storytelling, theming, and innovation that today’s visitors crave.It’s not enough to offer a few new rides or seasonal events. Competing parks — both large and regional — are offering thoughtfully designed attractions, cleaner environments, better food, and a greater sense of escapism. Six Flags is trying to push a premium price without offering a premium product.

The Brand Needs Repair, Not Just a Rebrand

One of the most overlooked issues is the damage to the Six Flags brand itself. For many guests, Six Flags is associated with long lines, inconsistent operations, low staffing, and a lackluster atmosphere. That’s not an easy perception to reverse.To move forward, Six Flags needs more than cost-cutting and price adjustments. It needs a long-term strategy rooted in rebuilding trust and relevance. That begins with:

• Reducing their footprint: Not every park can or should be saved. The company should evaluate underperforming locations and consider consolidating resources into fewer, stronger destinations.
• Investing in the guest experience: This means upgrading infrastructure, improving cleanliness and operations, and focusing on theming, storytelling, and comfort.
• Focusing on quality over quantity: Instead of pushing for more roller coasters, the emphasis should be on meaningful attractions that leave a lasting impression.

A Changing Industry

Theme park guests today are savvy. They’re choosing to spend their time and money at destinations that feel special — places where they’re immersed in a story, treated with care, and offered experiences they can’t get anywhere else. Six Flags has the opportunity to evolve, but time is running out.

Unless serious changes are made, more guests will continue to look elsewhere. The question is whether Six Flags can shift from being seen as a “cheap thrill” to a brand worth revisiting. Right now, it’s clear that’s not happening — but with the right leadership and focus, it could.