United Parks & Resorts

What United Parks & Resorts does

United Parks & Resorts Inc. (NYSE: PRKS) is a publicly traded theme park operator headquartered in Orlando, Florida that runs 13 parks across 7 markets under the SeaWorld, Busch Gardens, Discovery Cove, Sesame Place, Aquatica, Adventure Island, and Water Country USA brands, including the international SeaWorld Abu Dhabi. The company's core product combines thrill rides and family entertainment with a zoological platform built on proprietary animal care capabilities: a 24x7 marine animal rescue organization operating since 1965 with over 43,000 animals helped, one of only five U.S. manatee critical care facilities, a Species Preservation Lab for reproductive physiology research, and the Dynamic Habitat Initiative for multi-species ecosystems. These animal care operations are staffed by over 1,000 dedicated zoological professionals and supported by more than 350 peer-reviewed scientific publications, with regulatory accreditation from AZA, AMMPA, IMATA, American Humane, and USDA APHIS.

Name

United Parks & Resorts

Legal name

United Parks & Resorts Inc.

Website

https://unitedparks.com

Company type

Public

Founded year

1964

Operating status

Operating

Headcount range

5,001–10,000 employees

Short description

United Parks & Resorts Inc. (NYSE: PRKS) operates 13 theme and water parks across 7 markets under the SeaWorld, Busch Gardens, Discovery Cove, and Sesame Place brands, serving approximately 21.2 million annual guests with a vertically integrated zoological platform that combines thrill rides, animal encounters, and marine animal rescue operations.

Ownership category

akta.pro rank

Product category

Theme Park Operations & Family Entertainment

NAICS

Amusement and Theme Parks (71311), Amusement and Theme Parks (713110), Amusement Parks and Arcades (7131), Zoos and Botanical Gardens (71213)

SIC

Services-Amusement & Recreation Services (7900), Services-Miscellaneous Amusement & Recreation (7990)

akta.pro primary industry

Destination Theme Parks (Large-Scale, Multi-Attraction Parks) (THAJAEAA)

akta.pro secondary industry

Water Parks (Outdoor/Indoor, Wave Pools & Slides) (THAJAEAB)

Keywords

• Theme park operations
• Marine animal rescue
• Zoological conservation
• Family entertainment parks
• Water park attractions

Headquarters

HQ city

Orlando

HQ country

United States

HQ region

North America

Offices7 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Supply Chain, Technology or R&D, Infrastructure

Revenue model

1. Admission Tickets: Primary revenue driver representing approximately 60% of total revenue from admission tickets to theme parks
2. In-Park Spending: Food, merchandise, and other guest spending within parks including record $40.62 per capita in Q1 2026
3. Vacation Ownership Partnership: Partnership with Travel + Leisure contributing approximately 10% of VOI sales mix through vacation ownership offerings
4. Real Estate Development: Pursuing multifamily residential development near SeaWorld Orlando through partnership with Epoch Residential for SeaWorld Vacation Village project of up to 670 apartment units

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels6 records

Core offering

United Parks & Resorts operates 13 theme parks across 7 markets under brands including SeaWorld, Busch Gardens, Sesame Place, Discovery Cove, Aquatica, Adventure Island, and Water Country USA, plus SeaWorld Abu Dhabi. Revenue is driven approximately 60% by admission tickets and 40% by in-park spending on food, merchandise, and premium experiences, with annual passes and memberships now accounting for over 50% of visits. The company combines family entertainment and thrill rides with one of the world's leading marine animal rescue and zoological conservation programs.

Differentiator

Problem solved

Functional benefit

Brands

• SeaWorld: Marine life theme parks featuring orcas, dolphins, sharks, and other marine animals with educational presentations and thrill rides
• Busch Gardens
• Discovery Cove
• Sesame Place
• Aquatica
• Adventure Island
• Water Country USA

Products and services

• Theme Park Admissions and Passes (SeaWorld & Busch Gardens portfolio) Single-day and multi-day admission tickets, annual passes, and memberships for 13 theme parks across brands including SeaWorld (Orlando, San Diego, San Antonio), Busch Gardens (Tampa Bay, Williamsburg), Sesame Place (Philadelphia, San Diego), Aquatica (Orlando, San Antonio), Adventure Island, Water Country USA, and SeaWorld Abu Dhabi. Memberships and annual passes now drive over 50% of visits.
• Discovery Cove Premium Day Resort Premium all-inclusive day-resort experience in Orlando featuring dolphin swimming, snorkeling with rays and tropical fish, and other marine life encounters. Limited daily capacity with reservation-based model.
• Sesame Place Family Amusement Parks SESAME STREET-themed family amusement parks in Philadelphia and San Diego offering rides, character experiences, parades, and water park attractions including a certified autism center experience. Operated under licensing agreement with Sesame Workshop.
• Water Parks (Aquatica, Adventure Island, Water Country USA) Standalone water park attractions at Aquatica Orlando, Aquatica San Antonio, Adventure Island (Tampa), and Water Country USA (Williamsburg) featuring water rides, wave pools, and aquatic-themed experiences, often combined with adjacent theme park ticketing.
• Waves of Honor Military Appreciation Program Complimentary and discounted admission program offering free one-day admission for U.S. military veterans plus up to three guests, and one complimentary admission annually for active-duty members and up to three dependents year-round.
• Marine Animal Rescue and Rehabilitation Services One of the world's largest marine animal rescue organizations, providing 24/7/365 response for stranded, injured, or ill marine animals in partnership with NOAA, U.S. Fish and Wildlife Service, and other agencies. Operates one of only five manatee critical care facilities in the U.S. with ultrasound, X-ray, thermography, and surgery capabilities. Expansion will double capacity to 60+ manatees.
• Educational Camps and Programs Camp programs, instructional field trips, and educational experiences aligned with STEM and conservation curricula for school groups, families, and youth participants.
• SeaWorld & Busch Gardens Conservation Fund Conservation grantmaking program that has donated over $17 million to more than 1,200 research and conservation projects globally.
• Busch Gardens Tampa Bay - Lion and Hyena Ridge Exhibit Busch Gardens Tampa Bay's largest new animal habitat in over a decade, featuring lions and hyenas, opening in 2026 as part of a more than $100 million expansion investment.
• Busch Gardens Williamsburg - Verbolten: Forbidden Turn Coaster The Mid-Atlantic's first drop-track roller coaster, Verbolten: Forbidden Turn, debuting at Busch Gardens Williamsburg in 2026.
• SeaWorld Orlando Summer Entertainment Lineup 2026 (Electric Ocean, Ignite, Hydro Surge, Club SeaGlow) SeaWorld Orlando's 2026 summer entertainment lineup launching June 12, including a new synchronized drone spectacular, the return of Electric Ocean, enhanced Ignite: A Fireworks Spectacular, and new experiences Hydro Surge and Club SeaGlow.
• SeaWorld Coast-to-Coast Live Music Series 2026 Coast-to-coast 2026 live music series spanning SeaWorld Orlando, San Diego, and San Antonio parks with over 30 performances at Orlando and 16 at San Diego, featuring artists such as Flo Rida, Boyz II Men, and The Beach Boys. Concerts are included with park admission.
• SeaWorld Synchronized Drone Display Shows 2026 Synchronized drone displays with 400-600 drones deployed at SeaWorld Orlando (new drone spectacular), San Diego (600 synchronized drones), and San Antonio (400 drones) in 2026 as part of the biggest summer lineup ever.

Quantifiable outcome

• 43,000+ animals rescued since 1965 with teams on call 24x7, 365 days a year
• +3 more outcomes

Named customers3 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Eleven partnerships are on record, tiered core, strategic and minor.

• Sesame WorkshopcoreOEM/ Whitelabel/ Licensing PartnerLong-standing licensing partnership since 1980 for Sesame Place theme parks. The partnership has provided entertainment and educational opportunities through Sesame Street characters at parks in Philadelphia and San Diego. Currently facing litigation regarding unpaid royalties and alleged contract breaches.
• OCEARCHstrategicStrategic or Co-development PartnerFocused on global conservation of marine animals and the world's oceans. Joint research projects on tagged animals using satellite tracking. App development for public tracking of shark migration patterns and marine animal data sharing.
• Guy HarveystrategicStrategic or Co-development PartnerMarine conservation partnership with world-renowned artist and marine conservationist. Joint shark conservation research and awareness campaigns. Guy Harvey artwork featured throughout SeaWorld parks including signature Mako mural at SeaWorld Orlando.
• Humane Society of the United StatesstrategicStrategic or Co-development PartnerPartnership focused on ending commercial killing of whales, seals and other marine animals. Joint advocacy for ocean health and protection. Leverages SeaWorld's rescue, research and resources alongside HSUS advocacy capabilities.
• The Everglades FoundationminorStrategic or Co-development PartnerSince 2016, investing in Everglades Literacy program for K-12 educators. 2018 joint donation with Coca-Cola through SeaWorld & Busch Gardens Conservation Fund for freshwater replenishment project.
• National Fish & Wildlife FoundationstrategicStrategic or Co-development PartnerPartnership through Killer Whale Research and Conservation Program focused on increasing prey availability, improving habitat quality, and furthering critical research for endangered Southern Resident killer whale population.
• Hubbs-SeaWorld Research InstitutestrategicStrategic or Co-development PartnerSeaWorld's longest-standing conservation partner since 1963. Conducts scientific research for marine life conservation and maintaining ocean health. Operating from San Diego, Carlsbad, and Melbourne Beach locations with over 50 responses alongside SeaWorld rescue team in 2021.
• Coca-ColaminorGTM or Marketing PartnerOfficial Beverage Partner providing promotional and marketing support across SeaWorld and Busch Gardens parks.
• Bad Boy MowersminorGTM or Marketing PartnerOfficial Lawn Mower partner providing grounds maintenance equipment and promotional support.
• Travel + LeisurestrategicStrategic or Co-development PartnerExpanded partnership for vacation ownership integration contributing approximately 10% of VOI sales mix. Multi-brand strategy collaboration for vacation experiences.
• Epoch ResidentialminorStrategic or Co-development PartnerWinter Park-based developer partnership for SeaWorld Vacation Village multifamily residential development near SeaWorld Orlando. Project planned for up to 670 apartment units on properties along Sea Harbor Drive.

Scale indicators12 records

Recent moves8 records

Expansion highlights6 records

Broad incumbents

• Universal Destinations & Experiences: A division of Comcast that operates Universal Studios parks in Orlando, Hollywood, Japan, Beijing, and Singapore and the upcoming Epic Universe. Comparable as a destination theme park competitor in Orlando and as a premium family-entertainment operator, but materially larger and part of a much broader media conglomerate.
• The Walt Disney Company: Operates the dominant U.S. destination theme park portfolio (Disneyland, Walt Disney World, Disney Cruise Line, international parks). Comparable as a destination park operator and premium family-entertainment brand, though Disney is substantially larger, more diversified, and not a focused peer.

Others

• Marriott Vacations Worldwide: Publicly traded timeshare/vacation ownership company that is United Parks' partner through the Travel + Leisure relationship (which contributes ~10% of VOI sales mix). Comparable as a U.S. publicly traded vacation/leisure company and useful as a valuation reference, but not a direct theme park competitor.
• Miryal (SeaWorld Abu Dhabi partner): Abu Dhabi-based developer and operator of Yas Island destination assets, including the SeaWorld Abu Dhabi park. Relevant as the partner enabling United Parks' international expansion to the UAE; thematically related but not a competing operator.

Direct peers

• Six Flags Entertainment Corporation: Largest direct peer following the 2024 merger of Cedar Fair and Six Flags; operates regional and destination amusement parks across the U.S., Canada, and Mexico. Highly comparable on park operating model, pass/membership program, and seasonality, though it lacks United Parks' marine zoological component.
• Merlin Entertainments: Privately held global attractions operator owning LEGOLAND parks, Madame Tussauds, SEA LIFE aquariums, and other mid-tier attractions. Closest peer in the family/regional attractions segment with comparable focus on aquarium and animal experiences, mid-market ticket pricing, and global park footprint.

Emerging players

• Chimelong Group: China's largest theme park operator with marine/animal-themed parks including Chimelong Ocean Kingdom and Chimelong Safari Park. Comparable in combining large-scale theme parks with marine animal and aquarium experiences, though it serves a different geography with limited U.S. overlap.
• Parques Reunidos: Spanish-based operator of regional theme parks, zoos, and family entertainment centers across Europe, the Americas, and the Middle East. Comparable mid-tier family attractions portfolio with zoological assets (e.g., Sea Lion, Marineland); primarily competes in international geographies rather than overlapping United Parks' U.S. core.

Regional players

• Herschend Family Entertainment: Largest U.S.-based family-owned themed attractions company; operates Dollywood, Silver Dollar City, Wild Adventures, and aquariums. Comparable as a privately held regional park operator with strong themed IP, animal attractions, and seasonal operating cadence.
• Hershey Entertainment & Resorts: Operates Hersheypark, ZooAmerica, and resort properties in Hershey, Pennsylvania. Comparable as a privately held regional U.S. theme park operator with a strong branded IP (chocolate/zoo) and similar mid-tier pricing model, though smaller and more geographically concentrated than United Parks.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks6 records

Customer concentration

• Facebookfacebook.com/UnitedParksBR

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 records

Subsidiaries13 records

Funding overview

Funding rounds2 records

Investors2 records

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 United Parks & Resorts