Busch Garden

What Busch Garden does

Busch Gardens is a brand of two major regional theme parks—Busch Gardens Tampa Bay in Florida (founded 1959) and Busch Gardens Williamsburg in Virginia (opened 1975)—owned and operated by United Parks & Resorts (NYSE: PRKS) through its SeaWorld Parks & Entertainment, Inc. subsidiary. The parks combine thrill rides and roller coasters (including record-breaking Iron Gwazi and Cheetah Hunt at Tampa Bay, and 50+ rides and attractions at Williamsburg) with an integrated AZA-accredited zoo housing 200+ animal species and over 12,000 animals across sites. The product portfolio is anchored by single-day and multi-day theme park admissions, an Annual Pass / Fun Card subscription program, premium in-park upgrades (Quick Queue line-skipping, Elite VIP Tours, Safari & Animal Tours, All-Day Dining), and a calendar of seasonal events headlined by Howl-O-Scream (voted #1 Best Theme Park Halloween Event by USA TODAY's 10Best Readers' Choice Awards), Christmas Town, Bier Fest, and Summer Nights.

Name

Busch Garden

Legal name

SeaWorld Parks & Entertainment, Inc.

Website

https://buschgardens.com

Company type

Public

Founded year

1959

Operating status

Operating

Headcount range

1,001–5,000 employees

Short description

Busch Gardens operates two major regional theme parks—Tampa Bay, Florida and Williamsburg, Virginia—combining thrill rides, an AZA-accredited zoo with 200+ species, and seasonal events like Howl-O-Scream for families, annual pass holders, schools, and group visitors as part of United Parks & Resorts.

Ownership category

akta.pro rank

Product category

Theme Park Entertainment

NAICS

Amusement and Theme Parks (71311), Zoos and Botanical Gardens (712130)

SIC

Services-Amusement & Recreation Services (7900)

akta.pro primary industry

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

akta.pro secondary industries

Amusement Parks & Theme Parks (THAAAAAA), Safari Parks & Drive-Through Wildlife Parks (THAAAFAD), Water Parks (THAAAAAB)

Keywords

• Theme park operations
• Roller coaster rides
• Animal habitat encounters
• Seasonal Halloween events
• Family entertainment attractions

Headquarters

HQ city

Tampa

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Theme Park Admissions: Single-day and multi-day theme park tickets providing primary gate revenue
2. Annual Passes and Fun Cards: Recurring annual pass revenue with unlimited visits, no blackout dates, free parking, and exclusive perks including guest tickets and promotional cards up to $100
3. In-Park Upgrades: Quick Queue priority access, Elite VIP Tours, Safari & Animal Tours, All-Day Dining packages, and parking upgrades
4. Food and Beverage: Over 12 dining outposts offering snacks, meals, and refreshments throughout the park
5. Merchandise and Retail: Gift shops throughout the park offering branded merchandise and souvenirs
6. Group Sales and Events: Group tickets for 15+ guests, birthday party packages, school camps and educational programs
7. Special Events and Ticketed Experiences: Premium experiences during events like Howl-O-Scream, Christmas Town, Food & Wine Festival with separately ticketed haunted houses and premium experiences

Pricing tiers

Go-to-market motion3 records

Distribution channels6 records

Marketing channels6 records

Core offering

Busch Gardens operates two large-scale theme parks — Tampa Bay (Florida) and Williamsburg (Virginia) — that combine record-breaking roller coasters and thrill rides, AZA-accredited wildlife habitats featuring 200+ animal species, family attractions, live entertainment, dining, and retail, complemented by seasonal ticketed events such as Howl-O-Scream, Christmas Town, and Bier Fest. Revenue is generated through single-day/multi-day park admissions, annual passes, in-park upgrades (Quick Queue, VIP tours, animal safaris, dining packages), food and beverage, merchandise, and group/military sales.

Product overview

Busch Gardens operates two theme parks as part of United Parks & Resorts: Tampa Bay in Florida and Williamsburg in Virginia. Tampa Bay is known as Florida's roller coaster capital with record-breaking coasters like Iron Gwazi and Cheetah Hunt, plus one of North America's largest zoos with over 200 species. Williamsburg offers over 50 rides and attractions with award-winning entertainment. The parks share a portfolio of seasonal events including Howl-O-Scream (Halloween), Christmas Town (holidays), and Bier Fest (beer festival). Premium add-ons include Quick Queue line-skipping, Elite VIP Tours, Safari & Animal Tours, All-Day Dining packages, and a mobile app for navigation and ticketing. Both parks offer Annual Pass/Membership programs with exclusive perks.

Differentiator

Problem solved

Functional benefit

Brands

• Howl-O-Scream: Halloween-themed evening event featuring haunted houses, scare zones, and sinister shows held annually at both parks.
• Christmas Town
• Summer Nights
• Bier Fest
• Edge of Africa
• Busch Gardens Conservation Fund
• Wild Oasis

Products and services

• Theme Park Admission (Tampa Bay) Day admission to Busch Gardens Tampa Bay in Florida, granting access to thrill rides, award-winning roller coasters, animal habitats, live shows, and seasonal events across Florida's roller coaster capital. Targeted at general consumer visitors, families, and groups.
• Annual Pass (Tampa Bay) Subscription pass providing unlimited admission to Busch Gardens Tampa Bay with no blackout dates, free parking, guest tickets, animal feeding experiences, promotional cards up to $100, and first access to new attractions. Targeted at repeat visitors and family pass holders.
• Quick Queue (Tampa Bay) Priority line-skipping access that allows guests to bypass regular queues at rides and attractions at Busch Gardens Tampa Bay. Sold as a paid add-on for individual visits.
• Elite VIP Tour Guided park tours at Busch Gardens Tampa Bay with VIP treatment including expert planning, preferred ride access, and personalized experiences. Targeted at visitors seeking a premium, concierge-style park experience.
• Safaris & Animal Tours Up-close animal encounters at Busch Gardens Tampa Bay including Serengeti Plain safari, cheetah experiences, and behind-the-scenes animal care tours. Targeted at wildlife and conservation enthusiasts.
• All-Day Dining Unlimited dining package at Busch Gardens Tampa Bay offering meals and snacks throughout the park at multiple dining locations within a single day. Targeted at visitors seeking predictable F&B costs.
• Howl-O-Scream (Tampa Bay) Separately ticketed Halloween evening event at Busch Gardens Tampa Bay featuring haunted houses, scare zones, sinister shows, and nighttime thrill rides, voted #1 Best Theme Park Halloween Event by USA TODAY's 10Best Readers' Choice Awards.
• Bier Fest Weekend beer and BBQ festival at Busch Gardens Tampa Bay featuring craft brews, BBQ bites, and live music. Targeted at adult visitors seeking a seasonal food and beverage experience.
• Summer Nights Extended evening hours summer event at Busch Gardens Tampa Bay with entertainment, special summer eats, and nighttime coaster experiences.
• Theme Park Admission (Williamsburg) Day admission to Busch Gardens Williamsburg in Virginia, granting access to 50+ rides and attractions, award-winning entertainment, animal experiences, and seasonal events.
• Annual Membership (Williamsburg) Annual membership for Busch Gardens Williamsburg providing unlimited visits and exclusive member benefits across the park year.
• Concert Series (Williamsburg) Summer concert series at Busch Gardens Williamsburg featuring live music performances on select Saturdays, typically included with park admission.
• Drone Show (Williamsburg) Evening aerial spectacular at Busch Gardens Williamsburg featuring over 400 synchronized drones set to an adventurous soundtrack, included with park admission.

Quantifiable outcome

• 200+ animal species for guest encounters
• +3 more outcomes

Named customers5 records

Segments4 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Five partnerships are on record, tiered flagship, core and minor.

• Sony PicturesflagshipStrategic or Co-development Partner · 31 July 2026Licensing partnership bringing Anaconda film franchise to Howl-O-Scream for the first time. Two haunted houses ('Anaconda: Fear Has No Escape' and 'Anaconda: Dead on Arrival') premiering September 11, 2026 at Tampa Bay and Williamsburg parks. Marks first time Anaconda has been licensed for Halloween event integration.
• Mears Destination ServicescoreChannel Partner/ Reseller/ DistributorShuttle Express partnership providing free daily round-trip motorcoach transportation from Orlando-area locations to Busch Gardens Tampa Bay. Four pickup locations available throughout Orlando with up to three additional stops per trip. Reservations required; free with any park admission.
• United Parks & ResortscoreOthersParent company of Busch Gardens. CEO Marc Swanson oversees the theme park brand. United Parks & Resorts portfolio includes SeaWorld, Sesame Place, Discovery Cove, Aquatica, Adventure Island, and Water Country USA.
• SeaWorldminorStrategic or Co-development PartnerSister park within United Parks & Resorts portfolio. Shared educational resources, conservation programs, and cross-promotional opportunities. SeaWorld educational content linked from Busch Gardens learning library.
• Association of Zoos and Aquariums (AZA)coreStrategic or Co-development PartnerAZA accreditation and annual conference hosting. In September 2025, Busch Gardens Tampa Bay co-hosted the largest-ever AZA annual conference, welcoming nearly 3,000 zoological professionals.

Scale indicators7 records

Recent moves8 records

Expansion highlights5 records

Emerging players

• San Diego Zoo Wildlife Alliance: Operates the San Diego Zoo and Safari Park with immersive wildlife experiences. Comparable on the zoological/zoo operating side, including AZA accreditation, conservation programs, and ticketed wildlife experiences with add-on tours.

Broad incumbents

• Walt Disney Parks & Resorts: Operates Walt Disney World (Florida) and Disneyland (California), the dominant destination theme park competitor. Comparable as a large-scale theme park operator with annual pass programs and seasonal events, though vastly larger in scale and IP portfolio.
• Universal Destinations & Experiences: Operates Universal Orlando and Universal Studios Hollywood with major film/IP-driven attractions. Direct competitor in the Florida destination park market with overlapping thrill ride and family entertainment positioning.
• LEGOLAND Parks (Merlin Entertainments): Operates LEGOLAND Florida near Orlando and other LEGOLAND parks globally. Comparable as a Florida-based theme park targeting families with younger children, competing for similar visitor mindshare in the central Florida destination market.

Direct peers

• Dollywood Parks & Resorts: Operates Dollywood theme park in Tennessee combining thrill rides with craft/cultural experiences and seasonal festivals. Comparable as a destination regional theme park with strong seasonal event programming (similar to Howl-O-Scream and Christmas Town).
• Hershey Entertainment & Resorts: Operates Hersheypark in Pennsylvania and ZooAmerica wildlife experience. Directly comparable hybrid model of a destination theme park integrated with a zoological/wildlife component, serving similar family and regional visitor segments.
• Cedar Fair (Six Flags): Operates a portfolio of regional and destination theme parks across North America following the Six Flags merger. Directly comparable on multi-park regional theme park operating model, season pass programs, and capital-intensive ride reinvestment cycles.
• SeaWorld: Sister parks under United Parks & Resorts that combine thrill rides with marine animal habitats. Most directly comparable peer due to shared parent, similar zoo-plus-rides positioning, and overlapping guest demographics.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat6 records

Key risks5 records

Key highlights7 records

Customer concentration

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 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 Busch Garden