News Six Flags Aims to Double Magic Mountain Attendance

[coaster31]

Six Flags plans to double attendance at Magic Mountain to nearly 7 million visitors a year in a bid to make the Los Angeles-area amusement park “comfortably crowded” and increase revenue, according to company executives.

Six Flags Chief Commercial Officer Christian Dieckmann said during a recent investors meeting that Six Flags Magic Mountain should be able to rival and surpass attendance at Knott’s Berry Farm – the most visited park in the chain.

“We think we can double the market penetration rate and double attendance to get to Knott’s levels,” Dieckmann said of Magic Mountain during Six Flags Investor Day 2025.

Approximately 16 million people live within a 75 mile radius of Magic Mountain – a vast potential audience that Six Flags hopes to tap into.

Six Flags spent more than $10 million during the off season to upgrade the Hurricane Harbor water park next to Magic Mountain – in hopes of attracting past visitors and curious newcomers.

“We’ve got thrill and family attractions planned out for future years,” Dieckmann said of Magic Mountain’s upcoming capital investments.

Magic Mountain will add a new first-of-its-kind roller coaster in 2026 as part of Six Flags’ plan to spend $1 billion on new rides over the next two years.

A big new thrill ride typically increases attendance 10% and revenue 15% in the first year and results in a 30% return on investment during that first season, according to Zimmerman.

Six Flags plans to double attendance at Magic Mountain

Six Flags officials say Magic Mountain should be able to rival and surpass attendance at Knott’s Berry Farm – the most visited park in the chain.

www.dailynews.com

 

[Zachary]

A big new thrill ride typically increases attendance 10% and revenue 15% in the first year and results in a 30% return on investment during that first season, according to Zimmerman.

What an interesting quote. I don't think I've ever seen numbers like this spoken about publicly before.

 

[paintervision]

What an interesting quote. I don't think I've ever seen numbers like this spoken about publicly before.

It's good to have goals but I don't know how you bring families back. It's hard to say "If you like Knotts you'll love SFMM" when they have been run so differently for so long. Last time, a bunch of new IPs were brought into the parks (Thomas the Tank Engine, Tony Hawk, Wiggles, etc) and then also things like the Glow in the Park parade. I don't know if it moved the needle then or a similar strategy would do this now. Cedar Fair also tried this on a smaller scale (remember Rock Band Live, Mass Effect, or Plants Vs Zombies during the 2010s) to similar mixed results.

Even just having daily entertainment would help immensely. They just have M&Gs with DC superheroes and Looney Tunes.