Six Flags plans to double attendance at Magic Mountain to nearly 7 million visitors a year in a bid to make the Los Angeles-area amusement park “comfortably crowded” and increase revenue, according to company executives.
Six Flags Chief Commercial Officer Christian Dieckmann said during a recent investors meeting that Six Flags Magic Mountain should be able to rival and surpass attendance at Knott’s Berry Farm – the most visited park in the chain.
“We think we can double the market penetration rate and double attendance to get to Knott’s levels,” Dieckmann said of Magic Mountain during Six Flags Investor Day 2025.
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Knott’s Berry Farm attracted 4.2 million visitors in 2023, the most of any Six Flags park, according to TEA/AECOM data.
Six Flags Magic Mountain (3.4 million) was the fourth most visited park in the chain behind Cedar Point (4.1 million) and Kings Island (3.5 million) in 2023, according to TEA/AECOM data.
The $8 billion merger of Six Flags and Cedar Fair in 2024 combined the two companies into a North American amusement park juggernaut.
ALSO SEE: Six Flags considering regional pass for Knott’s and Magic Mountain
Six Flags CEO Richard Zimmerman said during the investors meeting in late May that the chain wants to attract 10 million more visitors a year to its 27 amusement parks and 15 water parks and return to pre-pandemic attendance levels.
Attendance at Six Flags parks reached nearly 50 million visitors in 2024 compared to 61 million visitors in 2019, according to Zimmerman.
“It’s all about attendance,” Zimmerman said during the investors meeting.
Six Flags expects to primarily draw the additional 10 million visitors per year from its biggest parks that have the greatest growth potential – focusing on Six Flags Magic Mountain, Six Flags Great America, Six Flags Great Adventure, Six Flags Over Texas, Six Flags Over Georgia and Six Flags Fiesta Texas.
Six Flags officials have repeatedly used the phrase “comfortably crowded” in describing the goal for future attendance levels.
ALSO SEE: Six Flags begins selling off amusement parks
Approximately 16 million people live within a 75 mile radius of Magic Mountain – a vast potential audience that Six Flags hopes to tap into.
Six Flags spent more than $10 million during the off season to upgrade the Hurricane Harbor water park next to Magic Mountain – in hopes of attracting past visitors and curious newcomers.
“We’ve got thrill and family attractions planned out for future years,” Dieckmann said of Magic Mountain’s upcoming capital investments.
Magic Mountain will add a new first-of-its-kind roller coaster in 2026 as part of Six Flags’ plan to spend $1 billion on new rides over the next two years.
A big new thrill ride typically increases attendance 10% and revenue 15% in the first year and results in a 30% return on investment during that first season, according to Zimmerman.
ALSO SEE: Montezooma coaster track arrives at Knott’s Berry Farm
Magic Mountain has not yet announced any new family attractions for 2027 and beyond.
A new family attraction at Magic Mountain would fit into the new Six Flags target demographic of mothers with young children – a departure from the thrill-seeking teens and young adults the old Six Flags used to court and attract.
Dieckmann held up Knott’s Berry Farm as a model for future attendance and revenue growth at Six Flags Magic Mountain.
Since 2012, Knott’s has experienced sustained growth while Magic Mountain has seen a 15% decline in attendance, according to Dieckmann.
Dieckmann attributed at least part of the success of Knott’s over the past decade to a $10 million investment in 2014 that expanded the Camp Snoopy themed land geared toward families with young children.
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