May 11, 2026
Six Flags Entertainment Corporation (NYSE: FUN, Charlotte, NC) announced the return of Holiday in the Park for the 2026 winter season at Six Flags Great Adventure (Jackson, NJ) and Six Flags Over Georgia (Austell, GA), with three new themed lands debuting at each park as the first phase of a multi-year investment. The seasonal event was canceled at both properties for 2025, but after CEO John Reilly restored park presidents to both properties, leadership has since been restoring seasonal events nationwide, as part of a broader rethink of Six Flags’ holiday strategy.
A ‘Holiday Dream’
Holiday in the Park 2026 introduces three new themed lands at each park, with décor and regional, wintery flair throughout. The event programming includes evening tree-lighting spectaculars, roaming carolers, parade floats, indoor mainstage shows, and live music throughout the day and night.
Kelly Daugherty, entertainment director for Six Flags, described the design intent:
“This event is about wrapping our guests in warmth, wonder and joy the moment they step through the gates. Every detail — from the lighting and décor to the music, characters and shows — has been carefully designed to feel emotionally rich, playful, and celebratory. We wanted each land to feel like you’ve stepped inside a holiday dream, where traditions feel familiar but the experience is fresh, awe-inspiring and full of heart.”
Reilly’s Guest Feedback Loop
CEO John Reilly has been touring properties and conducting guest feedback surveys, which Six Flags says are among the driving factors behind the decision of which entertainment to bring back. Reilly added:
“We heard our guests loud and clear. Holiday in the Park has long been a cornerstone event at these properties, and we’ve taken everything we’ve learned to thoughtfully evolve the experience. This brand-new Holiday in the Park captures the heart and wonder of the season while maximizing the warmth of the day for rides and entertainment and offering plenty of cozy ways for guests to warm up. This is a more intentional, more magical holiday celebration — designed to delight all generations.”
Aside from restoring park presidents (including Richard Pretlow at Six Flags Over Georgia, the newly-installed park president who will be running the rebuilt holiday event), Six Flags also announced the return of Dead Man’s Party at Great Adventure for Fright Fest 2026, and an expanded summer entertainment slate at Kings Dominion, all on top of the 12% Q1 revenue growth Reilly credited in part to expanded pass programs and live entertainment.
Family Inclusion
Another drum Reilly has been banging is creating experiences that are more inclusive of the whole family, and it seems Holiday in the Park is designed to do just that. Beyond the immersive lands, both parks will offer photo opportunities with Santa Claus, a family-friendly indoor walk-through attraction, cookie decorating, gingerbread house building, and seasonal tasting menus curated by each park’s executive chef. Many thrill rides, coasters, and kids’ areas will remain open during the event so guests can ride by day and experience holiday lighting on nighttime rides. Operating dates, hours, show lineup, and the specific ride list are scheduled to be announced later, with Six Flags pointing guests to the Six Flags mobile app for park maps, showtimes, and Perks & Play rewards as those details land.
Encouraging Season Pass Sales
During its most recent earnings call, Six Flags discussed how well its regional pass sales are doing, and events like Holiday in the Park reinforced that strategy by encouraging pass holders to come back.
Holiday in the Park admission is included with all active Memberships and the Gold Pass at the respective parks. During the Memorial Day Sale (running through May 25, 2026, per the Six Flags blog), guests who purchase a Gold or Prestige Membership at Six Flags Over Georgia or Six Flags Great Adventure receive a free 2026 All-Season Drink Plan, valid for Coca-Cola fountain drink refills throughout the season, including Holiday in the Park. The Pre-K Pass allows children ages 3 to 5 to join at no additional cost; registration is open through May 31. Additional access may apply for guests who purchased during the 2025 MVP Sale, holders of an All-Park add-on, Prestige Passholders, and Gold Passholders at select East Coast Six Flags parks.
What This Means for the Industry (Analysis)
The regional park pass that Six Flags is now investing in might be its best defensive moat against other regional chains from a value perspective. Plus, leaning into locals is the best defense during macroeconomic times, and if entertainment decisions are driven by locals, that should guarantee visitation.
However, seasonal events often fail at the execution line. The Holiday in the Park rebuild is the most capital-intensive Reilly-era restoration to date, and it will require staffing and capital to execute well. Framing it as a three-year plan doesn’t matter; you won’t get a year two if year one underdelivers.
Both parks are getting their new immersive lands at the same time, sharing creative direction (Logan Wince) and entertainment direction (Kelly Daugherty). This could help improve operational efficiency (one creative team, parallel build, etc.) as long as the product remains local enough to bring the guests.
