United Parks & Resorts Business Summary

United Parks & Resorts Inc. (PRKS) operates as a leading theme park and entertainment company, generating revenue primarily through park admissions and high-margin in-park spending on food, merchandise, and premium guest experiences. The company’s portfolio consists of 13 destination and regional parks across the United States and Abu Dhabi, organized under flagship brands including SeaWorld, Busch Gardens, Discovery Cove, and Sesame Place. Its business model relies on a significant fixed-cost infrastructure where profitability is optimized through per-capita spending growth and attendance volume across its diverse zoological and thrill-ride attractions. Positioned as a mid-tier leader in the global leisure market, PRKS competes directly with industry giants such as The Walt Disney Company and NBCUniversal, as well as regional operators like Six Flags Entertainment Corporation and Merlin Entertainments, distinguishing itself through its unique integration of animal conservation and high-intensity marine-themed attractions. The company is led by CEO Marc Swanson, a 20-year veteran of the organization who previously served as CFO and Chief Accounting Officer before his appointment to the top role in 2021. Following a leadership transition in late 2025, James (Jim) W. Forrester, Jr. serves as the Interim Chief Financial Officer and Treasurer, bringing over two decades of theme park finance and operations experience. The executive team also includes Chief Commercial Officer Christopher Finazzo and Chief Zoological Officer Dr. Christopher Dold, who oversees one of the world’s largest zoological collections. Strategic oversight is provided by Non-Executive Chairman Scott Ross, the founder of Hill Path Capital, which remains the company’s largest institutional investor and has been a primary driver of the firm’s aggressive share repurchase strategy and recent rebranding from SeaWorld Entertainment. While the company traces its origins to 1959 founders Milton C. Shedd and George Millay, its current trajectory is defined by this modern leadership’s focus on asset optimization and operational efficiency.