Wet'n'Wild
Wet'n'Wild Toronto is a single-venue family waterpark in Brampton, Ontario, owned by Premier Parks LLC. It serves GTA families, youth groups, corporate events, and adult evening crowds through daily admission, season passes, group packages, cabana rentals, and F&B.
- Company typePrivate
- Founded2017
- HeadquartersBrampton, Canada
- Headcount11–50
- GTM typeB2C
- OfferingServices
What Wet'n'Wild does
Wet'n'Wild Toronto is a single-venue family waterpark located in Brampton, Ontario, serving the Greater Toronto Area. Originally opened as Sunshine Beach in the 1980s and later operated as Wild Water Kingdom, the park was acquired by Premier Parks, LLC in July 2016 and reopened under the Wet'n'Wild brand on June 30, 2017, following a $25 million renovation that added five new slides and two new kiddie attractions. The park offers a diversified mix of water attractions including slides, a wave pool, a lazy river, and kids' splash areas, with seasonal event programming such as Night Waves 21+ adult evenings and Family Splash & Glow Nights.
The business operates a direct-to-consumer model with revenue generated across multiple streams: gate admission tickets (daily at $46.99 and discounted group rates), annual season passes ($69.99 for unlimited summer access under a "Pay Once, Play All Summer" subscription model), group event packages for 15 to 5,000+ guests, cabana rentals ($199.99 standard, $349.99 premium), celebration packages for parties, and food and beverage sales across multiple outlets. Operational technology is centered on the ParkEzPay digital ticketing platform with Apple and Google Wallet integration for season passes, plus self-service cash-to-card kiosks. The park is one of the largest employers of youth in the community with over 400 seasonal staff.
Commercially, Wet'n'Wild Toronto serves five primary customer segments: families with children (core), youth and camp groups of 15+, corporate groups of 50+, celebration parties of 6-49 guests, and adults 21+ through Night Waves programming. Marketing is conducted through the company's website, an active social media presence across Facebook, Instagram, TikTok, YouTube, X, and Snapchat, email newsletters, content creator partnerships, and community events including a Gives Back Weekend supporting SickKids and Canadian Blood Services. The park operates as part of a multi-property Premier Parks portfolio that includes sister parks Calypso (Ottawa region) and Valcartier (Quebec City).
Wet'n'Wild firmographics
Firmographics- Name
- Wet'n'Wild
- Legal name
- WW Toronto Holdings, L.P.
- Website
- https://wetnwildtoronto.com
- Company type
- Private
- Founded year
- 2017
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Wet'n'Wild Toronto is a single-venue family waterpark in Brampton, Ontario, owned by Premier Parks LLC. It serves GTA families, youth groups, corporate events, and adult evening crowds through daily admission, season passes, group packages, cabana rentals, and F&B.
- Ownership category
- akta.pro rank
Wet'n'Wild industry classification
Industry- Product category
- Water Park / Amusement Park
- NAICS
- Amusement and Theme Parks (713110), Amusement Parks and Arcades (7131)
- SIC
- Services-Amusement & Recreation Services (7900), Services-Miscellaneous Amusement & Recreation (7990)
- akta.pro primary industry
- Outdoor Water Parks (Wave Pools, Lazy Rivers, Slides) (THAAABAA)
- akta.pro secondary industries
- Standalone/Pay-Per-Entry Water Parks (Day-Visitor Focused) (THAAABAD), Water Parks (Outdoor/Indoor, Wave Pools & Slides) (THAJAEAB), Water Park Concessions & Guest Services (Food, Retail, Lockers, Cabanas) (THAAABAH)
Keywords
Where Wet'n'Wild is headquartered
LocationHeadquarters
- HQ city
- Brampton
- HQ country
- Canada
- HQ region
- North America
Offices2 records
Markets served
Wet'n'Wild business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Infrastructure, Supply Chain
Revenue model
- Gate Admission Tickets: One-time admission tickets sold to individual visitors. Daily tickets available at standard and discounted group rates.
- Season Passes: Annual passes offering unlimited visits throughout the summer season. Pay once, play all summer model with added benefits including friend tickets and in-park discounts.
- Group Sales and Catered Events: Discounted group tickets for 15+ visitors, catered events for 50+ guests, and corporate buyout options for up to 5,000+ attendees.
- Cabana Rentals: Premium and standard cabana rentals providing private oasis spaces within the waterpark, including amenities like lounges, towels, safety boxes, and bottled water.
- Celebration Packages: Bundled admission and meal voucher packages for birthday parties and celebrations, accommodating groups of 6-49 people.
- Food and Beverage: Meal vouchers at Pizza Pizza, Island Food Court, Baja Beach Tacos, and Sugar Wave Cafe. Mobile food ordering available for cabana guests.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| One time/ perpetual license | Pay-as-you-go | Daily Admission - General |
| Subscription | Annual | Season Pass - Unlimited Summer Access |
| One time/ perpetual license | Pay-as-you-go | Groups 15+ Admission |
| One time/ perpetual license | Pay-as-you-go | Small Groups Admission + Meal Voucher Combo |
| One time/ perpetual license | Pay-as-you-go | Small Group Celebration Package (6-14) |
| One time/ perpetual license | Pay-as-you-go | Large Group Celebration Package (15-49) |
| One time/ perpetual license | Pay-as-you-go | Standard Cabana |
| One time/ perpetual license | Pay-as-you-go | Premium Cabana |
| One time/ perpetual license | Pay-as-you-go | Exclusive Patio Party Space |
Go-to-market motion1 record
Distribution channels4 records
Marketing channels11 records
Wet'n'Wild product offering
Product offeringCore offering
Wet'n'Wild Toronto operates a large-scale outdoor water park in Brampton, Ontario, offering more than 40 water rides and attractions across approximately 40 acres, including slides, wave pools, lazy rivers, and thrill rides. The park sells daily admissions, Gold Season Passes, cabana rentals (Standard and Premium), celebration packages, group bookings for youth, camp, and corporate clients, and themed evening events such as Night Waves (21+ adult event) and Family Splash & Glow Nights. On-site food and beverage is supported by new 2026 dining concepts including Baja Beach Tacos and Sugar Wave Café.
Product overview
Wet'n'Wild Toronto is a family waterpark operating as a single-venue entertainment property. The core offering is pay-one-price daily admission and season passes granting unlimited summer access. The product portfolio consists of admission tickets (daily and season passes), group event services (small groups 15-49, large catered events 50-5,000+, youth/camp groups), and premium amenities (Standard and Premium Cabana rentals, Celebration Packages). The park operates as a single unified experience with food and beverage outlets (including new 2026 venues Baja Beach Tacos and Sugar Wave Café), with seasonal special events including Night Waves 21+ adults-only evenings and Family Splash & Glow Nights. All admissions feed into the same park infrastructure of water attractions, slides, wave pool, and lazy river.
Differentiator
Problem solved
Functional benefit
Products and services
- Daily Tickets
Quantifiable outcome
- Groups can save up to 55% on youth and camp group admissions
- +1 more outcomes
Companies that use Wet'n'Wild
Customer profileSegments5 records
Ideal customer profiles3 records
Wet'n'Wild technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature2 records
Wet'n'Wild partnerships and signals
Strategic signalPartnerships
Seven partnerships are on record, tiered core, minor and strategic.
- Premier Parks, LLCcorePremier Parks, LLC acquired Wild Water Kingdom in July 2016 and invested $25 million in renovations and expansion. The park reopened for the 2017 season as Wet'n'Wild Toronto. Premier Parks operates multiple attraction properties in Canada and the United States.
- Calypso ParkminorSister park located near Ottawa. Referenced on Wet'n'Wild Toronto website as a related Premier Parks property.
- ValcartierminorSister park located near Quebec City. Referenced on Wet'n'Wild Toronto website as a related Premier Parks property.
- SickKidsstrategicCharitable partnership during Gives Back Weekend events. SickKids families, patients, and ambassadors are welcomed for special days at the park with park-wide activations and donation opportunities.
- Canadian Blood ServicesstrategicCharitable partnership during Gives Back Weekend events supporting the vital work of providing life-saving blood and plasma to those in need across Canada.
- Toronto LatinosminorPartner presenting LATIN NIGHT events at Wet'n'Wild Toronto, an adult-focused themed evening event.
- ParkEzPaycoreThird-party ticketing and payment processing platform used for online ticket sales, season passes, cabana bookings, and group sales transactions.
Scale indicators4 records
Recent moves7 records
Expansion highlights5 records
Wet'n'Wild competitors and assessment
Company assessmentDirect peers
- Valcartier: Premier Parks' sister waterpark near Quebec City. Operated by the same parent with the same operating playbook (group sales, season passes, cabanas, F&B) and is explicitly cross-promoted on Wet'n'Wild Toronto's website.
- Zoombezi Bay: Ohio waterpark operated alongside the Columbus Zoo by a regional attractions operator. Comparable outdoor waterpark model with season passes, group events, and cabanas, providing a useful North American benchmark for pricing and attendance.
- Wet'n'Wild Hawaii: Flagship U.S. Wet'n'Wild-branded waterpark using the same brand playbook (daily tickets, season-style passes, cabanas, group events). Same brand DNA and product structure make revenue mix and operating model highly comparable.
- Calypso Park: Premier Parks' sister waterpark near Ottawa, Canada. Same operator, similar business model and product mix (slides, wave pool, group events, season passes), making it the most directly comparable peer on cost structure and revenue dynamics.
Regional players
- Galaxyland (West Edmonton Mall): Indoor amusement park at West Edmonton Mall. Different geography and indoor format, but competes for Canadian family entertainment occasions and serves as a regional benchmark for indoor alternative demand.
- Cultus Lake Waterpark: Western Canada's largest waterpark in British Columbia. Same outdoor waterpark product and family/youth group target market, but geographically distant and not directly competing for GTA demand.
Broad incumbents
- Schlitterbahn (Cedar Fair): Texas-based waterpark chain now owned by Cedar Fair. Operates multiple outdoor waterparks with season passes, cabanas, and group offerings — closely analogous operating model at a multi-park scale.
- Canada's Wonderland: The flagship GTA amusement/theme park (owned by Six Flags/Cedar Fair) and the dominant regional competitor for family entertainment dollars. Overlaps on rides and family target market, though it is a broader theme park rather than a water-focused venue.
- Great Wolf Lodge: Largest indoor waterpark resort chain in North America, with multiple U.S. properties and growing Canada presence. Comparable water-based attractions, family target market, and group/event capability, but operates as a multi-day resort rather than a day-visit outdoor park.
- Hurricane Harbor (Six Flags): Six Flags' chain of outdoor waterparks across the U.S. Targets the same family and youth group segments with season-pass bundles tied to parent theme parks, providing a benchmark for group pricing and pass economics.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat3 records
Key risks5 records
Key highlights7 records
Customer concentration
Wet'n'Wild social profiles
Digital presenceWet'n'Wild financial estimates
Financial estimateRevenue estimate
Valuation estimate
Wet'n'Wild leadership team
Management profileNumber of profiles
Profiles2 records
Wet'n'Wild funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Wet'n'Wild M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Wet'n'Wild
What does Wet'n'Wild do?
Wet'n'Wild Toronto operates a large-scale outdoor water park in Brampton, Ontario, offering more than 40 water rides and attractions across approximately 40 acres, including slides, wave pools, lazy rivers, and thrill rides. The park sells daily admissions, Gold Season Passes, cabana rentals (Standard and Premium), celebration packages, group bookings for youth, camp, and corporate clients, and themed evening events such as Night Waves (21+ adult event) and Family Splash & Glow Nights. On-site food and beverage is supported by new 2026 dining concepts including Baja Beach Tacos and Sugar Wave Café.
Is Wet'n'Wild a public or private company?
Wet'n'Wild is a private company. It is classified as private equity controlled and is currently operating.
When was Wet'n'Wild founded?
Wet'n'Wild was founded in 2017. It employs 11 to 50 people.
Where is Wet'n'Wild based?
Wet'n'Wild is headquartered in Brampton, Canada, in the North America region.
How does Wet'n'Wild make money?
Six revenue lines are on record. Gate Admission Tickets are the primary driver. The others are season Passes, group Sales and Catered Events, cabana Rentals, celebration Packages and food and Beverage.
Who are Wet'n'Wild's main competitors?
Direct peers on record are Valcartier, Zoombezi Bay, Wet'n'Wild Hawaii and Calypso Park. Regional players are Galaxyland (West Edmonton Mall) and Cultus Lake Waterpark. Broad incumbents are Schlitterbahn (Cedar Fair), Canada's Wonderland, Great Wolf Lodge and Hurricane Harbor (Six Flags).
Does Wet'n'Wild have an API?
No public API is recorded for Wet'n'Wild.
What industry is Wet'n'Wild in?
Wet'n'Wild's product category is Water Park / Amusement Park. Its primary akta.pro industry code is THAAABAA, Outdoor Water Parks (Wave Pools, Lazy Rivers, Slides), with a secondary code of THAAABAD, Standalone/Pay-Per-Entry Water Parks (Day-Visitor Focused). Its NAICS code is 713110 and its SIC code is 7900.