White Water Bay

What White Water Bay does

Six Flags White Water is a regional waterpark located in Marietta, Georgia, near Atlanta, operating as a wholly-owned subsidiary of Six Flags Entertainment Corporation (NYSE: SIX). The park was founded in 1984 as White Water and acquired by Six Flags in 1999. It features over 20 water attractions including thrill slides such as Dive Bomber and Python Plunge, family-friendly pools like Caribbean Cove, and private cabana rentals. The customer base is highly fragmented, comprising families with children, thrill-seekers, corporate groups, schools and youth organizations, and nonprofit-driven visits (e.g., Make-A-Wish, A Kid Again) in the Southeast United States, with Atlanta as the primary market.

The park operates a tiered direct-to-consumer revenue model anchored by daily admission tickets, annual season passes, and subscription-style memberships. Membership tiers include Gold Membership at $7/month and Prestige Membership at $16/month, each requiring a $20 initial payment and granting access to East Coast or all Six Flags parks respectively. Supplementary revenue streams include All Season Dining Plans ($89 sale price), All Season Drink Plans ($35), All Season Fast Lane ($499), cabana rentals, parking, and on-site food and beverage. Distribution runs through the Six Flags website (sixflags.com/whitewater), the Six Flags mobile app, on-site box office, group sales programs, and a vacation package marketplace that bundles hotel stays with park admission.

White Water is fully embedded in Six Flags' broader entertainment ecosystem, benefiting from parent-level brand recognition, centralized marketing infrastructure (email newsletters, social media, the Perks & Play loyalty program), and cross-park access via membership tiers. Technology is limited to consumer-facing digital tools — the mobile app for navigation and ticketing, and the loyalty rewards platform — with no disclosed proprietary AI/ML, custom software platform, or data assets. Operations are seasonal and weather-dependent, with revenue driven primarily by summer attendance and per-guest spend on add-ons.

Name

White Water Bay

Legal name

Six Flags Entertainment Corporation

Website

https://whitewaterbay.com

Company type

Public

Operating status

Operating

Headcount range

11–50 employees

Short description

Six Flags White Water is a regional waterpark in Marietta, Georgia, operating as a wholly-owned subsidiary of Six Flags Entertainment Corporation. It offers over 20 water attractions including thrill slides and family pools, serving Atlanta-area families, thrill-seekers, corporate groups, and schools through daily tickets, season passes, and subscription memberships.

Ownership category

akta.pro rank

Product category

Water Park & Amusement Services

SIC

Services-Amusement & Recreation Services (7900)

akta.pro primary industry

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

akta.pro secondary industries

Water Parks (Outdoor/Indoor, Wave Pools & Slides) (THAJAEAB), Aquatic Playgrounds & Splash Pads (Spray Parks, Kids’ Water Play) (THAAABAE), Resort & Hotel Water Parks (On-Property Guest-Access Parks) (THAAABAC)

Keywords

• Water park admission
• Season pass membership
• Amusement park attractions
• Family entertainment venue
• Group event catering

Headquarters

HQ city

Marietta

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Admission Tickets: Daily admission tickets to the waterpark, with tiered pricing for different visitor categories.
2. Season Passes & Memberships: Annual and multi-year passes offering unlimited visits, free parking, and benefits across Six Flags East Coast parks. Gold Membership at $7/month and Prestige Membership at $16/month after initial payment.
3. Food & Beverage: On-site dining options including restaurants and eateries. Dining plans available as add-ons (All Season Dining Plans starting at $89).
4. Cabana Rentals: Private cabana rentals for premium poolside experience.
5. Fast Lane: Line-skipping add-on allowing expedited access to rides. Available as single-use or all-season pass.
6. Parking: Parking fees for vehicle access to the park.
7. Drink Plans: All Season Drink Plans providing daily access to fountain beverages with free refills every 15 minutes.

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels5 records

Core offering

White Water Bay operates a Six Flags-branded waterpark offering more than 20 water rides and attractions for families and thrill-seekers. It sells daily admission tickets, monthly and annual Season Passes, multi-tier memberships with cross-park benefits, group/corporate event packages, and on-site dining and catering through Mother Earth Café & Catering.

Product overview

Six Flags White Water is a waterpark operated by Six Flags Entertainment Corporation, located in Marietta, Georgia near Atlanta. The park operates as part of the Six Flags East Coast portfolio and offers a unified experience combining water attractions with ticketing and membership services. The core product consists of over 20 water rides and attractions including thrill slides (Dive Bomber, Python Plunge), family-friendly pools (Caribbean Cove), and private cabana rentals. The park's product ecosystem is integrated with Six Flags' broader platform, offering various add-on modules including Fast Lane line-skipping, All Season Dining Plans, All Season Drink Plans, and All Season Fast Lane. Ticketing is offered through multiple tiers: Daily Tickets for single visits, Season Passes (2027 Gold Pass), and Membership programs (2027 Gold Membership, 2027 Prestige Membership) that provide tiered access across all East Coast or all Six Flags parks. The park also provides a mobile app for navigation and ticket management, along with a loyalty rewards program (Perks & Play).

Differentiator

Problem solved

Functional benefit

Products and services

• Daily Admission Tickets
• Season Pass
• Diamond Membership
• Mother Earth Café & Catering
• Group Sales & Corporate Events
• Six Flags Vacation Packages

Segments5 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Six partnerships are on record, tiered signature, core and minor.

• A Kid AgainsignatureStrategic or Co-development PartnerSix Flags' signature charitable cause partner. A Kid Again provides adventures and experiences for children with life-threatening conditions and their families. Six Flags supports this organization through FUNraiser events and community programming.
• Make-A-WishcoreStrategic or Co-development PartnerSix Flags provides complimentary visits to Make-A-Wish families. Requests must be submitted directly through Make-A-Wish chapters.
• Give Kids the WorldcoreStrategic or Co-development PartnerGive Kids the World village member families with an active passport may request complimentary park visits by emailing [email protected] with at least two weeks advance notice.
• Six Flags Over GeorgiacoreStrategic or Co-development PartnerAdjacent Six Flags theme park located near White Water. Memberships and passes offer combined access to both parks, providing immersive dining and signature summer events.
• Bowling Green State University (BGSU)minorStrategic or Co-development PartnerBGSU partners with Six Flags to offer the only Bachelor's degree in Resort and Attraction Management (RAAM), preparing students for leadership roles through flexible online, in-person, or hybrid study including courses near Cedar Point in Sandusky, Ohio.
• Six Flags White Water Hotel PartnersminorChannel Partner/ Reseller/ DistributorHotels and lodging partners promoted through the Over Georgia Packages platform (over-georgia-packages.sixflags.com) offering vacation bundles including park admission and accommodation.

Scale indicators1 record

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• Aquatica Orlando: United Parks & Resorts (SeaWorld) waterpark in Orlando. Comparable tier of thrill and family water attractions; competitor for the same regional tourist season-pass demographic.
• Great Wolf Lodge: Indoor waterpark resort chain with multiple U.S. locations. Competes for family entertainment dollars year-round with weather-insensitive indoor format, posing a structural alternative to seasonal outdoor parks.
• Cedar Point: Flagship regional amusement park operator (Cedar Fair, now merged with Six Flags). Comparable mid-large regional destination with combined amusement + water park offering; the closest analog in park scale and operating model.
• Dollywood: Destination theme park in Pigeon Forge, TN owned by Herschend. Comparable regional destination park with attached waterpark (Dollywood's Splash Country), similar family/thrill segmentation.
• Disney's Typhoon Lagoon: Walt Disney World waterpark with similar scale of attractions (slides, wave pools, family areas). Different ownership but functionally identical product offering in the waterpark category.

Regional players

• Wild Adventures Theme Park: Regional amusement and waterpark in Valdosta, GA. Closest geography-specific competitor to White Water for South Georgia / North Florida families seeking combined theme park + waterpark day-trip entertainment.

Direct peers

• Six Flags Over Georgia: Adjacent Six Flags theme park in the same Atlanta-area market. Memberships and passes grant combined access to both parks, making it the most direct operational and commercial peer for White Water.
• Carowinds: Six Flags East Coast sister park in Charlotte, NC region. White Water Gold and Prestige memberships bundle Carowinds access, putting them in direct competition for the same regional season-pass holder.
• Schlitterbahn: Iconic waterpark chain (originally Kansas-based, now under Cedar Fair/Six Flags) operating multiple waterpark properties. Direct operational peer in outdoor waterpark resort experiences.

Emerging players

• Wet'n'Wild: Operated waterpark chain across multiple U.S. markets with comparable slide/pool offerings. Smaller and more regional in scale than Six Flags White Water but competes in the same outdoor waterpark category.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/sixflags
• YouTubeyoutube.com/sixflags
• Facebookfacebook.com/SixFlags
• LinkedInlinkedin.com/company/white-water-bay
• Instagraminstagram.com/sixflags

Revenue estimate

Valuation estimate

Number of profiles

Subsidiaries1 record

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 White Water Bay