Per capita guest spending
Six Flags Entertainment’s (SIX) per capita guest spending increased $2.79, or 7%, to $42.97 in 2014. Per capita guest spending was $40.18 in 2013. The increase can be attributed primarily to continued improvements in admissions pricing and the introduction of new and enhanced offerings in the parks. It was also partially offset by a continued increase in season pass and membership attendance mix, which lowers per capita guest spending but increases overall guest spending.
Despite a higher mix of season pass visits during the fourth quarter, total guest spending per capita at Six Flags increased $0.96, or 3%, to $38.95. This included a 6% or $1.20 increase in admissions per capita and a 1% or $0.24 decline in in-park revenue per capita.
Six Flags’ plans for 2015 include the following:
- continue to implement marketing strategies to attract guests
- improve and expand branded product offerings and guest-focused initiatives to continue driving guest spending growth
- grow sponsorship and international revenue opportunities
Non-admissions per capita guest spending
Six Flags’ non-admissions per capita guest spending increased $0.80, or 5%, in 2014 compared to 2013. This resulted primarily from food and beverage sales growth, partially offset by a reduction in parking revenue due to strong sales of the company’s premium priced gold season passes and memberships.