They need to do something to make the passes worthwhile. I noticed the park was having some funding issues as we've discussed elsewhere, and I had this crazy idea where, instead of paying once and getting in all summer for free, you paid once and got in one time. Then if you came back, and bought a new ticket, you got in another time. And so forth.
In order to facilitate this, they need to either (a) lower this price of this new ticket (which I'm calling a "single day ticket") to an amount less than $70 or (b) keep the initial ticket at $70, then subsequent visits become cheaper.
In all seriousness, right now, unless you go a lot, the season pass may not seem worth it. If they want to sell more passes, the fun card promotion (do they still call it that? Can it really be considered a promotion if it's been going on for like 5 years?) has to go.