SkyPark at Santa's Village

What SkyPark at Santa's Village does

SkyPark at Santa's Village, operated by SPSV Entertainment, LLC, is a privately held, owner-operated outdoor adventure theme park located on a 230-acre property in Skyforest, California, in the San Bernardino Mountains near Lake Arrowhead. Founded in its current form in 2016 by Bill and Michelle Johnson, who acquired the historic Santa's Village site in 2014, the park operates year-round and combines nostalgic Christmas-themed attractions with modern outdoor recreation such as mountain biking, hiking, ziplining, fly fishing, rock climbing, and ax throwing. The business is organized into four core areas (SkyPark, Bike Park, Camp + RV Resort, and Santa's Village) and generates revenue through day tickets, annual pass subscriptions, camping/RV/glamping accommodations (including Airstream sites managed via the third-party Camplife reservation platform), bike park access and rentals, on-site dining and retail, weddings and private events, corporate group bookings, and outdoor/environmental education programs for school groups.

Technology use is primarily customer-facing and non-proprietary: an Official Mobile App built with Firebase Analytics for telemetry and geofencing, an online ticketing and waiver system (waivers.skyparksantasvillage.com), and integration with third-party reservation and event-ticketing platforms. Pricing is segmented by ticket type, season, and bundling (e.g., Stay & Play packages tying lodging to discounted admissions). The customer base is concentrated in Southern California day-trippers and overnight visitors, especially families with children, with supplementary demand from corporate groups, school field trips, outdoor enthusiasts (primarily mountain bikers and campers), and milestone-celebration bookers.

The go-to-market motion is direct-to-consumer across digital (website, email/newsletter, blog/SkyBlog, social) and physical (on-site box office) channels, supplemented by earned regional media coverage (KTLA, NBC Los Angeles, LA Times, Mountain News) and family-lifestyle blogger partnerships. Distribution is entirely direct except for the Camplife campground reservation platform. The founders remain in active leadership roles alongside an internal General Manager / Head of Marketing and a second General Manager handling outdoor adventure operations.

Name

SkyPark at Santa's Village

Legal name

SPSV Entertainment, LLC

Website

https://skyparksantasvillage.com

Company type

Private

Founded year

2014

Operating status

Operating

Headcount range

251–500 employees

Short description

SkyPark at Santa's Village is a privately held, year-round outdoor adventure theme park in Skyforest, California, offering mountain biking, hiking, camping, glamping, and Christmas-themed family attractions to Southern California consumers, school groups, and corporate event bookers.

Ownership category

akta.pro rank

Product category

Outdoor Adventure Theme Park Services

NAICS

Amusement and Theme Parks (713110), Amusement Parks and Arcades (7131), RV (Recreational Vehicle) Parks and Recreational Camps (7212)

SIC

Services-Amusement & Recreation Services (7900)

akta.pro primary industry

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

akta.pro secondary industries

Adventure Parks & Aerial Courses (Zipline, Ropes, Canopy) (THAAAAAC), Adventure Base Camps (Trek/Climb/Expedition Camps) (THAGAOAG)

Keywords

• Outdoor theme park
• Mountain biking trails
• Family adventure park
• Camping resort
• Christmas theme park

Headquarters

HQ city

Skyforest

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Theme Park Admission: The park generates primary revenue from selling day passes and tickets for admission to SkyPark at Santa's Village, with pricing varying by season and day. Tickets are sold through the website and on-site box office.
2. Annual Passes: Annual pass subscriptions offering unlimited visits to the park for one year, providing recurring revenue from repeat visitors and loyal customers.
3. SkyPark Camp + RV Resort: Revenue from camping and RV site reservations and glamping accommodations (Airstreams). Packages include Stay & Play passes bundling discounted theme park tickets with lodging.
4. Bike Park Services: Revenue from bike park access, bike rentals, bike lessons, bike shop services, and bike race event registrations.
5. Events & Celebrations: Revenue from hosting birthday parties, corporate events, weddings, and special event tickets (e.g., Tunes in the Trees concerts, RC Festival, Trails, Tacos & Tattoos).
6. Food, Beverage & Retail: On-site dining at restaurants, coffee shop, and bakery, plus shopping at gift shops and merchandise stores within the park.
7. Education Programs: Outdoor Education, Environmental Education, and Pathways Programming curriculums offered as part of the park's year-round programming, potentially generating school group and field trip revenue.

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels7 records

Core offering

SkyPark at Santa's Village operates a year-round outdoor adventure theme park spanning 230 acres in the San Bernardino Mountains near Lake Arrowhead, California. It sells admission tickets, annual passes, camping/RV/glamping accommodations, bike park access and rentals, dining, retail merchandise, and hosted events (weddings, birthdays, corporate gatherings, school field trips) directly to consumers and groups. The park combines a nostalgic Christmas-themed Santa's Village with mountain biking trails, ziplines, rock climbing, fly fishing, and seasonal event programming.

Product overview

SkyPark at Santa's Village is a 230-acre outdoor adventure park located in Skyforest, CA, near Lake Arrowhead. Originally opened as Santa's Village in 1955, the park was reimagined and reopened in 2016 under new ownership. The portfolio consists of four main areas: the core SkyPark adventure area offering zip lines, rock climbing, go-carts, and fishing; the Bike Park with trails and lessons; the Camp + RV Resort for overnight stays; and Santa's Village featuring Christmas-themed attractions. Additional offerings include glamping accommodations, bike rentals and repair services, dining, shopping, event hosting (weddings, birthdays, corporate events), field trips, and a mobile app. The park operates year-round with events like Toddler Time, Tunes in the Trees, and seasonal festivals.

Differentiator

Problem solved

Functional benefit

Products and services

• SkyPark Day Admission General admission day tickets to the SkyPark outdoor adventure area offering hiking, ziplines, rock wall climbing, pedal-powered go-carts, monorail rides, ice/roller skating, fly fishing on ponds, archery, train rides, ax throwing, playgrounds, and Christmas-themed entertainment for families and general visitors.
• Annual Passes Annual unlimited-visit subscription passes providing year-round admission to SkyPark for frequent visitors and local loyal customers.
• Bike Park Mountain biking facility with trails featuring berms, wooden obstacles, bridges, jumps, and a seesaw cantilever, plus bike lessons, rentals, races, and shop services for mountain biking enthusiasts.
• SkyPark Camp + RV Resort On-site campground offering Airstream glamping accommodations, RV sites, and tent camping, with Stay & Play packages bundling discounted theme park tickets with overnight stays.
• Santa's Village Themed Area Christmas-themed section of the park featuring Santa's house, workshop, post office, and characters including Celwyn Claus, Princess Snowfall, and Jack Frost, providing nostalgic holiday entertainment.
• Bike Park Services (Rentals, Lessons, and Races) Mountain bike rentals, instructional bike lessons through SkyPark Bike School, and bike race event registrations for riders of varying skill levels.
• The Bike Shop Full-service bike shop offering maintenance, repairs, and equipment services for bike park guests and visitors.
• SkyPark Weddings Wedding planning and venue services for ceremonies and receptions held on the park's mountain property, operated via skyparkweddings.com.
• Birthdays and Celebrations Hosted birthday party and milestone celebration packages with activities, dining, and event coordination at the park.
• Corporate Events Corporate event hosting including team-building retreats, company picnics, group outings, and incentive trips at the park for business clients.
• Field Trips and Education Programs Educational group visits for schools with curriculum-based programming including Outdoor Education, Environmental Education, and Pathways Programming for school groups.
• Dining On-site food and beverage offerings including restaurants, a coffee shop, and a bakery throughout the park.
• Retail Shopping Gift shops and merchandise stores within the park selling park souvenirs, gifts, and branded merchandise.
• Glamping (SkyStream Airstreams) Airstream glamping accommodations providing a luxury camping experience with modern amenities, located steps from the park attractions.
• Seasonal Event Programming Year-round event programming including Tunes in the Trees concerts, Toddler Time (ages 0-5), Fantasy Forest Skate Nights, Pumpkins in the Pines fall festival, RC Festival, Trails/Tacos/Tattoos, and Summer History Series.

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Feature2 records

Partnerships

Five partnerships are on record, tiered core and minor.

• Natural Resource Conservation Service (NRCS)coreStrategic or Co-development Partner · 1 January 2014Following the 2014 acquisition of the Santa's Village property, the new owners partnered with the NRCS to develop a comprehensive forest management plan for the 230-acre property, addressing post-fire rehabilitation and long-term land stewardship.
• Mountain Wildfire ReleafcoreStrategic or Co-development PartnerThe park collaborated with Mountain Wildfire Releaf to support reforestation efforts, contributing to the planting of 900 new trees on the property as part of post-2014 restoration.
• Cal FirecoreStrategic or Co-development PartnerJoint reforestation effort with Cal Fire to plant 900 new trees, supporting the broader environmental recovery of the San Bernardino Mountains landscape.
• Rim of the World Historical SocietyminorStrategic or Co-development PartnerThe park partners with the Rim of the World Historical Society to present the Summer History Series, offering historical tours of the park and property.
• Themed Attraction PodcastminorGTM or Marketing PartnerFeatured in a podcast interview (May 2019) with Bill and Michelle Johnson discussing the park's history, restoration, and vision, providing marketing exposure through the themed attraction industry media.

Scale indicators5 records

Recent moves7 records

Expansion highlights5 records

Broad incumbents

• Six Flags Magic Mountain: Large-scale SoCal theme park in Valencia, CA. Competes for the same regional family and youth entertainment spend but with a thrill-ride focus rather than outdoor adventure or nostalgia.
• LEGOLAND California: Family theme park in Carlsbad, CA, owned by Merlin Entertainments. Targets the same young-family demographic as SkyPark with a comparable ticket price point and full-day entertainment model.
• Knott's Berry Farm: Major SoCal family theme park in Buena Park, CA, owned by Cedar Fair. Competes for the same Southern California family demographic and entertainment budget, with broader rides and IP but no outdoor mountain/adventure focus.
• Dollywood: Theme park in Pigeon Forge, TN, famous for seasonal festivals including Smoky Mountain Christmas. Comparable as a regional family theme park with strong seasonal event programming, nostalgia IP, and adjacent resort/lodging offerings — a useful benchmark for SkyPark's growth trajectory.

Direct peers

• Big Bear Mountain Resort: Year-round mountain resort in Big Bear Lake, CA (Snow Summit + Bear Mountain) offering skiing, snowboarding, and a major downhill mountain bike park with lessons, rentals, and events. Closest direct competitor on mountain biking and SoCal mountain day-trip demand.
• Snow Valley Mountain Resort: Ski and mountain recreation resort located in Running Springs, CA, in the same San Bernardino Mountains as SkyPark. Offers skiing, snowboarding, and mountain biking — directly competing for the same SoCal mountain recreation day-tripper and overnight guest.
• Sesame Place San Diego: Family theme park in Chula Vista, CA, operated by SeaWorld Parks. Directly comparable in audience (young families), ticket pricing, and full-day entertainment positioning within the SoCal market.
• Santa's Village (East Dundee, IL): The other surviving Santa's Village franchise park — a Christmas-themed family amusement park. Shares the original 1955 Santa's Village brand heritage and operates with the same nostalgic Christmas character IP, making it a direct brand and concept peer even though it serves a different geography.

Regional players

• Castle Park: Family amusement park in Riverside, CA, featuring rides, mini golf, and arcade attractions. Comparable regional family entertainment center competing for the same Inland Empire drive-to audience at a similar price point.
• Mountain High Resort: Southern California ski and snowplay resort in Wrightwood (San Gabriel Mountains), with mountain biking and winter activities. Competes for the same LA/Inland Empire drive-to mountain recreation audience, particularly during winter and shoulder seasons.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks7 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/skyparksantasvillage
• Xx.com/santasvillageca
• LinkedInlinkedin.com/company/skyparksantasvillage

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

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 SkyPark at Santa's Village