LOOK, WE WILL GET THROUGH THIS. SO, LET’S HAVE FUN!

As we move deeper into the 2026 theme park season, there is no shortage of headlines that can make operators, investors, and even guests nervous. International conflicts, fluctuating fuel prices, economic uncertainty, and mixed consumer confidence reports have all created understandable concern. Yet despite these challenges, I remain convinced that our industry will make it through the 2026 season and perhaps perform better than many expect.

Why? Because the generations now shaping the future of leisure and entertainment, that is Generation Z, Generation Alpha, and the emerging Generation Beta, love theme parks.

These younger generations value experiences more than possessions. They seek social interaction, memorable adventures, immersive storytelling, and opportunities to connect with friends and family. Theme parks provide all those things in one destination. Whether it is a regional park offering thrills close to home or a major destination resort delivering world-class entertainment, today's younger consumers continue to demonstrate strong enthusiasm for our industry.

Early attendance and spending indicators support this optimism. Disney has reported continued strength in its parks business, while Six Flags has seen modest gains. These are encouraging signs that both destination and regional parks remain attractive options for families looking to spend their leisure dollars wisely.

Yes, the situation in Iran and the broader Middle East remains in a state of flux. Energy markets have responded with volatility, and higher gasoline prices can impact travel decisions. However, history suggests that these situations eventually stabilize. When they do, fuel prices often begin to ease. That may occur later in our operating season rather than sooner, but it is reasonable to expect that current uncertainties will not last forever.

The bigger point is that people need recreation. Families need opportunities to escape daily pressures, spend time together, and create positive memories. Theme parks remain one of the greatest forms of family entertainment and escapism ever created. Few attractions can match the combination of rides, shows, food, excitement, and shared experiences that our parks provide.

Visitors may be a bit more cautious with spending this year. Some families may purchase fewer souvenirs or limit discretionary purchases. Parks may need to promote more aggressively and offer discounts beyond original plans. Guests may have to dig a little deeper into the sock drawer and spend a few unanticipated leisure dollars. But history tells us that consumers still find ways to prioritize recreation.

Remember the economic downturn of 2007-2008? In fact, the term "staycation" became part of our vocabulary during that period. Rising gasoline prices created tremendous concern throughout the leisure industry. We were shocked when gas hit the $4.00 per gallon level for the first time in the USA. At Kings Island in Cincinnati, attendance fell approximately 250,000 guests below projections between June 1 and July 17, 2007. Yet when fuel prices began to decline in mid-July, the park recovered more than 200,000 guests in just two weeks! The demand was there all along. Families were simply waiting for economic conditions to improve. That lesson remains relevant today.

So, my simple suggestion to consumers is to look for the promotional deals. Take advantage of promotions. Visit the park nearest you. Don't allow short-term issues to ruin your family's summer. Conditions will improve. They always do.

For the good of our industry, let's keep our fingers crossed for cooperative weather and an economy that strengthens rather than becomes more restrained. It is still early in the season. There is a lot of summer left.

The theme park industry has weathered recessions, fuel crises, geopolitical uncertainty, and countless other challenges over the decades. We have always emerged stronger because people continue to seek joy, excitement, and togetherness.

And that is exactly what theme parks deliver.

Look, we will get through this. So, let’s have fun!

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