Six Flags Is Sabotaging Itself With Its New Strategy

Michael Beausoleil
7 min readMay 16, 2023

This decade has been a roller coaster for theme parks, but most of them seem to be rising back up. However, one company is on the decent: Six Flags.

At the end of 2022, Six Flags saw revenue fall 9% compared to 2021. Mind you, 2021 was still dealing with closures, capacity limitations, and mask mandates (which could impact sales of concessions). These regulations would gradually relax, but still, 2022 saw revenue fall.

Six Flags employees sanitizing rides for health and safety protocol.
Six Flags Great America employees sanitizing rides.

It seems inconceivable that such a popular attraction could fail on such a grand level, but there’s a funny thing — Six Flags wanted this to happen. Parks sought to reduce wait times, attract high-spending guests, and discourage penny-pinchers from entering.

Well, one thing work: Many people have opted not to return to Six Flags, but the guest experience hasn’t changed enough to attract the high spenders. It seems Six Flags has lost its identity, and if it doesn’t make some drastic changes, the brand could lose its parks.

The downfall

There’s no doubt that the pandemic took its toll on theme parks, but most have been recovering. Disney parks earned 73% more in 2022 than in 2021 and Universal saw a 50% increase over the same time period. Meanwhile, Six Flag saw revenue decline by 9%.



Michael Beausoleil

User Analytics | Digital & Brand Marketing | Productivity … hoping to explore topics that interest me and find others with similar passions