A year ago, Six Flags Fiesta's advertised discount prices as low as $30 for a day pass. Today its website advertises it for $60.
People ride the Bugs’ White Water Rapids attraction at Six Flags Fiesta Texas last August. Selim Bassoul, the theme park chain's CEO and president, said during an earnings call last week he wants to target more affluent customers.
In their place, Bassoul said he wants more families and high-spenders from “affluent neighborhoods” — or as he put it, “migrating a little bit from what I call the Kmart, Walmart [customers] to maybe the Target customers.” He also said the heavy discounting had led to long lines for rides, food and restrooms.Success! You're on the list.
Since taking the helm as CEO in November 2021, Bassoul has focused on a “premium-ization strategy” involving raised prices, cutting discounts and upscaling restaurants and amenities. “Our attendance decrease was related to the elimination of free tickets and low-margin product offerings, coupled with increased pricing into a market that had become accustomed to discounts,” Six Flags CFO Gary Mick said on the call.
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