Pacific Park on the Santa Monica Pier

What Pacific Park on the Santa Monica Pier does

Pacific Park on the Santa Monica Pier is a 2-acre amusement park operated by Santa Monica Amusements, LLC, located on the world-famous Santa Monica Pier in Santa Monica, California. Founded in 1996, the park offers 12 mechanical rides, 14+ midway games, ocean-front food outlets, and retail merchandise, open 365 days a year. Its flagship attraction is the Pacific Wheel, the world's first and only solar-powered Ferris wheel, a nine-story structure featuring 174,000 LED lights capable of 16.7 million color combinations that rises more than 130 feet above the Pacific Ocean. Other anchor attractions include the West Coaster roller coaster and a recently launched 2,800-square-foot Funhouse (September 2025) inspired by the historic Toonerville Funhouse.

The business operates on an admission-free, pay-per-use model, generating revenue across six principal streams: unlimited-ride wristbands (priced $20-$60), individual ride tickets ($6-$20), midway game play ($3-$8 per play), food and beverage sales, retail/merchandise, and recurring annual passes ($149 weekday / $199 premium). The park also derives revenue from long-term brand sponsorships (Pepsi, Coffee Bean & Tea Leaf, Popcornopolis, Lappert's), short-term brand activations, special Pacific Wheel lighting sponsorships, filming location services, and private event rentals. Distribution is direct-to-consumer via on-site ticket booths and an online ticketing platform, with no third-party reseller infrastructure.

The primary customer segments are families and tourists visiting the Santa Monica Pier—approximately 20% of whom are international travelers—supplemented by youth groups, schools, corporate brand partners seeking access to 8-10 million annual pier visitors, and entertainment productions utilizing the iconic location. The park is one of the most photographed and filmed locations in the world, ranked No. 8 most Instagrammed place globally and No. 1 in Southern California.

Name

Pacific Park on the Santa Monica Pier

Legal name

Santa Monica Amusements, LLC

Website

https://pacpark.com

Company type

Private

Founded year

1996

Operating status

Operating

Headcount range

251–500 employees

Short description

Pacific Park is a 2-acre, admission-free amusement park on the Santa Monica Pier operating 12 rides, midway games, food outlets, and retail under an admission-free pay-per-ride model, serving families, tourists, brand sponsors, and media productions.

Ownership category

akta.pro rank

Headquarters

HQ city

Santa Monica

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Operations, Personnel, Infrastructure, Marketing or Sales, Supply Chain

Revenue model

1. Ride Tickets and Unlimited Ride Wristbands: Primary revenue stream from selling individual ride tickets and unlimited ride wristbands that allow guests to ride all 12 rides multiple times. Wristbands purchased at ticket booth or online.
2. Midway Games Revenue: Revenue from over a dozen midway games priced from $3-8 per play, where guests can win prizes.
3. Food and Beverage Sales: Ocean-front specialty food outlets including Scoop Ice Cream and Treats, Beach Burger, Pacific Wheel Pizza Company, and Coffee Bean & Tea Leaf.
4. Retail/Merchandise Sales: Seaside shopping and Pier Gear merchandise store selling apparel and souvenirs.
5. Sponsorships and Brand Activations: Revenue from long-term brand partnerships (Pepsi, Coffee Bean, Popcornopolis, Lappert's), short-term brand activations, and special Pacific Wheel lighting sponsorships. Also includes in-park sponsorships of games and rides.
6. Filming Location Services: Revenue from hosting film, TV, commercial, and music video productions at the pier and amusement park.
7. Annual Passes: Annual Premium Pass ($199) and Annual Weekday Pass ($149) offering unlimited rides valid for one year, with 20% off food and retail purchases.

Pricing tiers

Go-to-market motion2 records

Distribution channels6 records

Marketing channels8 records

Core offering

Pacific Park is a family amusement park located on the Santa Monica Pier in California. It operates a collection of amusement rides, midway games, food outlets, and shopping venues, and is anchored by the Pacific Wheel, a solar-powered Ferris wheel. The park sells ride passes, individual tickets, and memberships, and also hosts private events, filming productions, and group/corporate outings.

Product overview

Pacific Park is a unified amusement park product located on the Santa Monica Pier, featuring 12 rides (including the Pacific Wheel as the flagship solar-powered Ferris wheel and the West Coaster roller coaster), over a dozen midway games, ocean-front food outlets, and seaside shopping. The core offering includes individual ride tickets and Unlimited Ride Wristbands for all-day access. Add-on experiences include the Funhouse attraction (a 2,800 sq ft haunted house), filming/production services for media productions, and private event rentals. The park also offers Annual Pass options and runs The Loop newsletter for ongoing customer engagement.

Differentiator

Problem solved

Functional benefit

Products and services

• Unlimited Ride Wristbands
• Single Ride Tickets
• Annual Passes
• Funhouse
• Pacific Wheel Experience
• West Coaster
• Midway Games
• Ocean-Front Food Outlets
• Seaside Shopping
• Events and Private Rentals
• Filming and Production Services
• Group Sales Programs

Quantifiable outcome

• 8-10 million visitors annually to the Santa Monica Pier
• +2 more outcomes

Named customers8 records

Segments4 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

19 partnerships are on record, tiered core and minor.

• PepsicoreGTM or Marketing PartnerPepsi is the official beverage provider for Pacific Park, with long-term brand presence throughout the amusement park.
• Coffee Bean & Tea LeafcoreGTM or Marketing PartnerPacific Park serves Coffee Bean & Tea Leaf coffees at their ocean-front specialty food outlets.
• PopcornopoliscoreGTM or Marketing PartnerLong-term partnership for specialty popcorn products available within the park.
• Lappert's Premium Ice CreamcoreGTM or Marketing PartnerLong-term partnership for premium ice cream offerings at the park.
• LA TourismminorGTM or Marketing PartnerLos Angeles Tourism & Convention Board markets and promotes Los Angeles as a premier destination. Pacific Park is featured in LA tourism promotional materials.
• Visit CaliforniaminorGTM or Marketing PartnerNonprofit organization developing and maintaining marketing programs for California travel. Pacific Park is a member.
• Cal TravelminorGTM or Marketing PartnerCalifornia Travel Association works to protect and enhance California travel and tourism industry through advocacy and education.
• California Attractions and Parks Association (CAPA)minorStrategic or Co-development PartnerStatewide association representing the permanent amusement park industry. Pacific Park is a member.
• Santa Monica Chamber of CommerceminorStrategic or Co-development PartnerAdvocates and represents business interests and issues facing the Santa Monica community.
• Santa Monica Tour and TravelminorGTM or Marketing PartnerPromotes Santa Monica as a conference, business and leisure travel destination. Pacific Park is a member.
• Make-A-WishminorStrategic or Co-development PartnerPacific Park grants wishes for children diagnosed with critical illnesses who wish to visit the Santa Monica Pier.
• Police Activities LeagueminorStrategic or Co-development PartnerPacific Park hosts PALpalooza annual fundraiser, inviting hundreds of kids from over 20 California PAL chapters for free rides and activities.
• Special Olympics Southern CaliforniaminorStrategic or Co-development PartnerPacific Park hosts the annual Pier del Sol event benefiting Special Olympics athletes, featuring tastings from L.A. chefs and unlimited rides.
• Give Kids the WorldminorStrategic or Co-development PartnerPacific Park is a Member Partner of the Give Kids the World Passport program, welcoming children with life-threatening illnesses and their families.
• American Red CrossminorStrategic or Co-development PartnerPacific Park lights the Pacific Wheel red each March to highlight American Red Cross efforts. Supports local blood drives and volunteer programs.
• Marc Jacobs FragrancesminorGTM or Marketing PartnerBrand activation celebrating Daisy Love fragrance launch with custom Pacific Wheel lighting and branded midway games.
• Netflix/Stranger ThingsminorGTM or Marketing PartnerNetflix celebrated new Stranger Things season with immersive fan experience on the Santa Monica Pier, featuring photo-ops and merchandise at midway games.
• LA GalaxyminorGTM or Marketing PartnerMLS soccer team partnered for special Pacific Wheel lighting event ahead of home opener with season ticket holders.
• NikeminorGTM or Marketing PartnerNike conducted Joyride brand activation event at Pacific Park featuring product demonstrations and consumer engagement.

Scale indicators12 records

Recent moves7 records

Expansion highlights3 records

Broad incumbents

• Knott's Berry Farm: Large Cedar Fair-owned California theme park with extensive thrill rides and themed areas — overlaps with Pacific Park's customer base (Southern California families/tourists) but operates a much larger, gated park model.
• Universal Studios Hollywood: Premium California theme park destination with rides, shows and studio experiences — competes with Pacific Park for LA tourist visitation but on a far larger scale and higher price point.
• Disneyland Resort: California's flagship theme park destination; anchors LA-area tourist itineraries and competes with Pacific Park for inbound tourist share of time and wallet, even though at a vastly different scale and price point.
• SeaWorld San Diego: California marine theme park combining rides, animal exhibits and shows — a competing Southern California full-day destination for tourists and families that overlaps Pacific Park's customer segments.
• Six Flags Magic Mountain: Major Southern California thrill-ride theme park — competes for the same regional family and tourist entertainment dollars as Pacific Park, but with a vastly larger ride portfolio and gated admission model.

Direct peers

• Pleasure Pier (Galveston Island Historic Pleasure Pier): Texas Gulf Coast pier amusement park featuring rides, games and F&B — operates under a very similar 'pier-only amusement destination' format and tourist-driven business model.
• Belmont Park (San Diego): Mission Beach oceanfront amusement park with rides, games, F&B and retail on a Southern California pier-adjacent site — closely mirrors Pacific Park's pier-style amusement format and customer mix.
• Santa Cruz Beach Boardwalk: Historic beachfront amusement park in Santa Cruz, CA offering rides, midway games, F&B and retail on a California coastline — directly comparable business model and operating environment to Pacific Park.
• Navy Pier (Chicago) — Rides & Attractions: Iconic lakefront pier with a Centennial Wheel, amusement rides, midway games, F&B and retail — the Midwest's most direct functional equivalent of Pacific Park's Santa Monica Pier offering.
• Luna Park at Coney Island: Historic seaside amusement park on a New York pier offering rides, games and food — same iconic beach/pier amusement model with similar tourist-driven foot traffic and ticket structure.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/pacpark
• YouTubeyoutube.com/pacpark
• Facebookfacebook.com/pacificpark
• Instagraminstagram.com/pacpark
• TikToktiktok.com/@pacpark
• LinkedInlinkedin.com/company/pacificpark

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Pacific Park on the Santa Monica Pier