Magic Springs

What Magic Springs does

Magic Springs Theme and Water Park is a privately held regional amusement destination located in Hot Springs, Arkansas, owned and operated by Premier Parks, LLC (headquartered in Edmond, Oklahoma). The park combines a traditional theme park featuring thrill rides (Brain Drain, X-Coaster, The Gauntlet, The Hawk), family rides, and kids rides with Crystal Falls Water Park — a separate-gate water park component encompassing wave pools, adventure rivers, multiple slide towers, a FlowRider-style surfing attraction, and kiddie aquatic areas. Core attractions are supplemented by Timberwood Amphitheater, which hosts a Summer Concert Series with major headliners, and a fall Magic Screams Halloween event, extending the operating season from May through October.

The business model is a multi-stream consumer monetization platform anchored by gate admissions and a three-tier season pass program (Silver $59.99, Gold $69.99, Platinum $139.98). Secondary revenue streams include VIP cabana rentals ($170–$500/day), group sales (school field trips via Education in Motion at $20.99/student; corporate events for 75+ guests with catered dining), birthday party packages ($235–$300), 21+ Adult Splash evening events, 15+ in-park dining outlets (Pepsi exclusive), six retail locations, and concert ticket sales. All ticketing is processed through the ParkEzPay platform with digital passes stored in Apple/Google Wallet, and the company runs a Discount Partner Program for employer and affinity organizations offering up to 40% off tickets.

The customer base is distributed across individual families, K-12 schools, corporate groups, adult social visitors, and concert attendees, primarily drawn from Arkansas and the surrounding Southeast US region. Marketing is conducted through the company website, organic social (Facebook, Instagram, TikTok, YouTube, LinkedIn), email newsletters via ConstantContact, and SEO. Founded in 1978 and operating seasonally, Magic Springs is a stable mid-market regional attraction rather than a national destination resort.

Name

Magic Springs

Legal name

Magic Springs Theme and Water Park

Website

https://magicsprings.com

Company type

Private

Founded year

1978

Operating status

Operating

Headcount range

1,001–5,000 employees

Short description

Magic Springs is a privately held regional theme park and water park in Hot Springs, Arkansas, operated by Premier Parks, LLC, serving families, schools, corporate groups, and concert-goers across the Southeast US with a May–October operating season.

Ownership category

akta.pro rank

Product category

Theme Park and Water Park Entertainment

NAICS

Amusement and Theme Parks (713110)

SIC

Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Water Parks (THAAAAAB)

akta.pro secondary industry

Outdoor Water Parks (Wave Pools, Lazy Rivers, Slides) (THAAABAA)

Keywords

• Theme park rides
• Water park attractions
• Season pass program
• Amusement park admission
• Group event catering

Headquarters

HQ city

Hot Springs Village

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Admission Tickets: Single-day admission tickets for theme park and water park access, including promotional Firecracker tickets, Food & Fun combo deals, and standard day tickets priced at $34.99-$59.99 per person.
2. Season Passes: Three-tiered season pass program (Silver $59.99, Gold $69.99, Platinum $139.98) offering unlimited visits, free parking (Gold/Platinum), meal plans (Platinum), friend tickets, and concert access.
3. Cabana Rentals: VIP cabana rentals at Crystal Lagoon, Wave Pool, and Splash Island ranging from $170-$500 per day, including amenities like TV, fan, food service, and tube rentals.
4. Group Sales and Catering: Group ticket packages for 10+ guests at discounted rates ($34.99/person online), catering services for 75+ guests with private pavilion access, and birthday party packages starting at $235.
5. Food and Beverage: On-park dining through 15+ food and beverage outlets including Lakeside Ice Cream, Blue Canoe, Trejos Mexican Restaurant, Split Rock Grill, Big Kahuna Fry Shack, and multiple bars. Pepsi products exclusively served.
6. Retail and Merchandise: Six retail locations including Emporium Gift Shop, The Candy Corner, Surf's Up Swimwear, The Attic, Magic Sweets, and Old Time Photo offering souvenirs, candy, swimwear, and photo experiences.
7. Concert Events: Summer Concert Series at Timberwood Amphitheater with ticket prices from $39.99, reserved seating upgrades ($12+), VIP tables, and season pass inclusion for lawn seating.
8. Adult Splash Events: Adult-only 21+ evening events at wave pool with DJ, foam party, lights, and select attractions. Tickets $19.99-$24.99 with cabana rental options.

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels9 records

Core offering

Magic Springs is a combined theme park and water park (Crystal Falls) destination that sells single-day admission tickets, tiered annual season passes (Silver, Gold, Platinum), cabana rentals, dining, retail merchandise, concerts, and group event packages. The park operates seasonally (May through October) and targets family visitors, school groups, and corporate outings from Arkansas and the surrounding Southeast US region.

Product overview

Magic Springs Theme and Water Park is a unified physical amusement destination combining a traditional theme park with Crystal Falls Water Park in Hot Springs, Arkansas. The core offering consists of three ride categories (Thrill Rides, Family Rides, Kids Rides) plus 15+ water attractions including wave pools, slide towers, and adventure rivers. The business model centers on admission tickets and tiered season passes (Silver, Gold, Platinum) with differentiated perks. Supplementary revenue comes from add-on services including cabana rentals, dining outlets, shopping, group events, birthday parties, and the Summer Concert Series at Timberwood Amphitheater. Digital services include a mobile-based season pass system and online ticketing through a third-party platform.

Differentiator

Problem solved

Functional benefit

Brands

• Crystal Falls: Water park section of Magic Springs featuring wave pools, slides, lazy rivers, and water attractions.

Products and services

• Day Tickets (Admission) Single-day combined theme park and water park admission tickets for individuals and families, sold in multiple pricing tiers (Firecracker, Food & Fun Deal, Mon–Fri, Anyday) and group rates for 10+ guests at $34.99.
• Season Pass Program Annual tiered subscription-style program (Silver, Gold, Platinum) offering unlimited theme park and water park visits from May through October plus escalating perks such as free parking, friend tickets, free lawn concert seating, Magic Screams admission, dining plans, and retail discounts.
• Crystal Falls Water Park Water park section featuring Crystal Cove wave pool (350,000 gallons), Grizzly Creek activity pool, Kodiak Canyon adventure river (320,000 gallons), High Sierra and Seven Falls slide towers, Rapid Falls Raceway, Boogie Blast FlowRider surfing attraction, and Bear Cub Bend kiddie pool.
• Cabana Rentals Private cabana rentals in multiple tiers (Standard $170–$200, Deluxe $200–$250 with TV and ceiling fan, Cabana Royale $300–$350 for up to 10 guests, Splash Island $200–$250, and Deluxe Lounge Chairs $65) at Crystal Lagoon, Wave Pool, Splash Island, and Grizzly Creek for families and small groups seeking premium shaded amenities.
• Summer Concert Series Seasonal live music concert series at Timberwood Amphitheater featuring scheduled headliners such as Justin Moore, Halestorm, Crowder, Daughtry, and Pop 2000 Tour, with general concert-plus-park admission after 5pm, reserved seating upgrades, VIP tables, and lawn seating included with season pass.
• Birthday Parties Hosted birthday celebration packages for 6 to 48 guests with reserved lakeside party zone for one hour, free ticket for the birthday guest, cake voucher, and optional meal deal vouchers, priced at $235 Monday–Friday or $300 Saturday–Sunday.
• Group Events Group outing packages including Small Groups (10-74 guests at $34.99 per person), Large Groups (75+) with catered dining and private pavilions, and Corporate Event packages for company picnics, employee appreciation, and team-building events.
• Education in Motion (EIM) School Program School field trip and educational program featuring hands-on exhibitor stations such as Entergy, Arkansas State Parks, US Army Corps of Engineers, US Marine Corps, Hot Springs Police K-9 Unit, and AR School for Math & Science, with discounted school tickets at $20.99 per person and one free chaperone per 10 students.
• Adult Splash Events Adults-only 21+ evening events at the wave pool featuring DJ, foam party, lights, and select attractions open, priced at $19.99 for season pass holders and $24.99 for general public.
• Magic Screams (Halloween Event) Halloween-themed fall event featuring haunted attractions operating select dates in September and October, free with Silver season pass and above, with hours from 2pm to 9pm or 11pm.
• On-Park Dining Food and beverage service across 15+ outlets including Lakeside Ice Cream, Blue Canoe pizza, Trejos in the Park Mexican restaurant, Split Rock burgers and chicken, Big Kahuna Fry Shack, Rory's Hideaway beer stand, Brain Freeze ICEE, Dippin' Dots, and the Wells Food Truck, with exclusive Pepsi beverage partnership.
• Retail and Shopping Retail merchandise and rental services across six locations including Emporium Gift Shop (souvenirs and apparel), The Candy Corner (fudge), Surf's Up Swimwear, The Attic (discount souvenirs), Magic Sweets (candy), plus Old Time Photo experience, and tube, stroller, wheelchair, and scooter rentals.
• Discount Partner Program B2B employee benefit program offering up to 40% off Magic Springs tickets and $5 off season passes for enrolled companies and organizations via personalized access codes in the Discount Partner Store.

Quantifiable outcome

• Up to 40% savings on Firecracker promotional tickets ($35.99 vs $59.99 regular)
• +3 more outcomes

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Ten partnerships are on record, tiered minor.

• PepsiminorOthersOfficial beverage partner serving Pepsi products exclusively throughout the park at all food and beverage locations.
• HilandminorOthersDairy/beverage partner whose logo appears in sponsor section of website.
• TrejosminorOthersFull-service Mexican restaurant located in-park at Map Location #57 with air-conditioned seating. Logo appears in sponsor section.
• ABI (Anheuser-Busch)minorOthersBeer sponsor whose logo appears in sponsor section of website. Multiple beer stands and beer garden locations throughout park.
• EntergyminorStrategic or Co-development PartnerParticipating exhibitor at Education in Motion (EIM) event, providing interactive energy exhibits from Arkansas-based utility company.
• Arkansas State ParksminorStrategic or Co-development PartnerParticipating exhibitor at EIM event, showcasing critters and natural wonders from Lake Catherine State Park.
• US Army Corps of EngineersminorStrategic or Co-development PartnerParticipating exhibitor at EIM event, providing water and boating safety education with giveaways.
• AR School for Math & ScienceminorStrategic or Co-development PartnerParticipating exhibitor at EIM event, showcasing one of 17 residential STEM high schools in the U.S.
• US Marine CorpsminorStrategic or Co-development PartnerParticipating exhibitor at EIM event, offering career information and strength testing activities.
• Hot Springs Police K-9 UnitminorStrategic or Co-development PartnerParticipating exhibitor at EIM event, demonstrating K-9 unit capabilities and impaired/distracted driving awareness.

Scale indicators5 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Dollywood: Regional theme park in Pigeon Forge, Tennessee with an integrated water park (Dollywood's Splash Country). Comparable as a regional destination combining thrill rides, family attractions, water park, concert venues, and seasonal events with similar diversified revenue model.
• Adventureland: Regional theme park in Altoona, Iowa with adjacent water park operations. Comparable as a regional destination combining thrill rides, family attractions, and water park amenities with a similar mid-tier pricing structure and family demographic focus.
• Wild Adventures: Regional theme and water park in Valdosta, Georgia. Comparable as a regional combined theme park and water park with similar mid-tier pricing, seasonal operating model, and family-oriented attraction mix.
• Silver Dollar City: Regional theme park in Branson, Missouri operated by Herschend Family Entertainment. Comparable as a regional destination combining themed rides, live entertainment (including concert venues), family attractions, and seasonal festivals with similar mid-tier price points and seasonal operating model.
• Frontier City: Regional theme park in Oklahoma City, Oklahoma, also operated within the broader regional park operator ecosystem. Comparable as a regional park with similar ride offerings, water attractions, and seasonal operating model in the South Central U.S.
• Kentucky Kingdom: Regional theme park and water park in Louisville, Kentucky. Comparable as a combined theme park and water park operation with similar seasonal model, regional market positioning, and integrated thrill/family/kids ride categories.
• Lake Compounce: Regional theme park and water park in Bristol, Connecticut. Comparable as one of the oldest continuously operating theme parks in the U.S., with a similar combined theme park and water park format and seasonal operating model.
• Schlitterbahn: Water park operator with locations in Texas and Kansas. Comparable specifically to Magic Springs' Crystal Falls water park with outdoor wave pools, lazy rivers, slide towers, and family water attractions in a similar regional market positioning.

Broad incumbents

• Six Flags: Larger regional and destination theme park chain with multiple parks across the U.S. Comparable as a competing regional park operator with similar ride-and-attraction model, season pass programs, and water park integration, though with substantially greater scale and capital.
• Cedar Fair (regional parks): Major regional theme park operator with multiple parks across the U.S. Comparable as a competing regional park chain with similar season pass programs, ride categories, and water park integration, though operating at significantly greater scale.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/user/MagicSpringsFUN
• Facebookfacebook.com/magicsprings
• LinkedInlinkedin.com/company/magic-springs
• Instagraminstagram.com/magicspringsfun
• TikToktiktok.com/tag/magicsprings
• Xx.com/magicspringsfun

Revenue estimate

Valuation estimate

Number of profiles

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 Magic Springs