season pass

Madrid, Wednesday, 3 December 2025.
Parques Reunidos launched a Madrid campaign yesterday to sell 2026 corporate ‘Bono Parques’ season passes in fully digital, VAT‑inclusive, ready-to-issue voucher form—including a new Oro Plus Empresas tier priced from €159—targeting companies, institutions and campus channels. For retail and ticketing teams, the striking detail is the operator’s push to marry digital fulfillment with direct-email cart recovery and university code distribution to accelerate B2B conversion while simplifying tax and compliance for corporate buyers. The campaign pairs commercial distribution with a CSR activation—a Guardia Civil charity calendar supporting Confederación Autismo España—to boost local visibility and stakeholder ties. Operational implications for partners include scaling digital fulfillment, automating CRM flows, rethinking channel margining, and anticipating uplift in contracted group attendance and midweek revenue. The move signals a broader sector trend: packaged, electronically delivered products designed to convert institutional demand earlier in the funnel and reduce friction for corporate procurement.

Grand Prairie, Saturday, 13 September 2025.
Six Flags closed the Labor Day weekend with a notable attendance uptick—August visits rose about 3% year‑over‑year and summer attendance reached 17.8 million—while revenue and in‑park spending declined, driven largely by heavier promotions. The most intriguing fact: early 2026 season‑pass unit sales are pacing ahead of last year with average pass price up roughly 3%, signaling forward‑sell leverage even as per‑cap spend fell. For retail and park operations, that mix shift matters: improved capacity utilization and stronger forward sales can stabilize cash flow, but deeper discounting and weather sensitivity keep margin recovery fragile. Management reaffirmed full‑year adjusted EBITDA guidance of $860–$910 million and is emphasizing product cadence, pricing and pass programs as levers. Expect follow‑up coverage on how merchandising, F&B pricing, and promotion cadence are being retuned to convert higher attendance into sustainable per‑guest revenue as Six Flags balances demand recovery with debt reduction and portfolio optimization.