Wet'n'Wild

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).

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

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

• Water park attractions
• Amusement park admission
• Family entertainment venue
• Seasonal event tickets
• Group event packages

Headquarters

HQ city

Brampton

HQ country

Canada

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Gate Admission Tickets: One-time admission tickets sold to individual visitors. Daily tickets available at standard and discounted group rates.
2. 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.
3. 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.
4. Cabana Rentals: Premium and standard cabana rentals providing private oasis spaces within the waterpark, including amenities like lounges, towels, safety boxes, and bottled water.
5. Celebration Packages: Bundled admission and meal voucher packages for birthday parties and celebrations, accommodating groups of 6-49 people.
6. 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

Go-to-market motion1 record

Distribution channels4 records

Marketing channels11 records

Core 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

Segments5 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

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

• Premier Parks, LLCcoreOthers · 1 July 2016Premier 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 ParkminorOthersSister park located near Ottawa. Referenced on Wet'n'Wild Toronto website as a related Premier Parks property.
• ValcartierminorOthersSister park located near Quebec City. Referenced on Wet'n'Wild Toronto website as a related Premier Parks property.
• SickKidsstrategicGTM or Marketing PartnerCharitable 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 ServicesstrategicGTM or Marketing PartnerCharitable partnership during Gives Back Weekend events supporting the vital work of providing life-saving blood and plasma to those in need across Canada.
• Toronto LatinosminorGTM or Marketing PartnerPartner presenting LATIN NIGHT events at Wet'n'Wild Toronto, an adult-focused themed evening event.
• ParkEzPaycoreTechnology or IntegrationThird-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

Direct 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

• Xx.com/wetnwildtoronto
• YouTubeyoutube.com/@WetnWildTorontoWaterpark
• Facebookfacebook.com/WetNWildToronto
• Instagraminstagram.com/wetnwildtoronto
• TikToktiktok.com/@wetnwildtoronto

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 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 Wet'n'Wild