Credit: SeaWorldUnited Parks & Resorts, owner of SeaWorld and Busch Gardens theme parks, is tricking guests with “bait and switch” tactics, a recent lawsuit claims.
In recent years, SeaWorld has faced a torrent of backlash from guests and critics alike. The 2013 documentary Blackfish dealt a major blow to the company’s reputation, fueling public outrage over the treatment of orcas (which guests complain are increasingly less visible at the parks) and triggering steep declines in attendance across its parks.
Since then, many guests have accused SeaWorld of cutting corners on quality. Online reviews and forums describe “half-functioning” parks with broken attractions, empty show schedules, and declining standards that leave visitors disappointed compared with rival parks like Disney and Universal. Guests have also complained about the increasing focus on new thrill rides while the park hikes up fees for everything from food to merchandise.
The company has also been entangled in multiple lawsuits. In San Diego, SeaWorld was taken to court over millions in unpaid rent tied to its city lease. More recently, it faced legal action regarding its use of fireworks, with residents alleging harm to local wildlife and communities.
Busch Gardens has also faced criticism from its own visitors. At Busch Gardens Tampa Bay, guests point to being forced to pay locker fees before riding major coasters, alongside rising food prices and safety concerns. Many describe the park experience as declining despite the company’s emphasis on new attractions.
Meanwhile, at Busch Gardens Williamsburg, frustrations have shifted toward guest behavior. Reports of antisocial conduct, from rowdy groups to disruptive altercations, have left some visitors questioning whether the park remains a comfortable family environment.
United Parks & Resorts Faces A New Legal Challenge
Now, a Virginia man is suing United Parks & Resorts for allegedly adding “illegal” hidden fees to ticket prices. Filed last week in federal court in Florida, the case claims the company broke Virginia’s transparent pricing law by deploying “bait and switch” tactics that trick consumers into paying more.
The complaint points to nearly $40 in extra charges added to four tickets Beeman purchased in July for Busch Gardens Williamsburg and Water Country USA. He says the service fees appeared only at the very end of checkout, after he had already spent time clicking through a series of optional add-ons, while a timer warned his reservation was expiring.
According to court documents, those fees started at $11.99 per transaction and increased with the number of tickets. Although the checkout process initially displayed a line for “taxes and fees,” Beeman’s lawyers say no taxes were included — the full amount was fees. They argue this directly violates Virginia’s upfront pricing law, which requires companies to clearly include all charges in the advertised price.
Consumer protection experts describe this tactic as a “dark pattern.” Specifically, the complaint cites “drip pricing,” a technique in which businesses show only part of the price until customers are deep into the purchase flow, when they are more likely to finish the transaction despite higher costs.
Beeman is asking the court to certify the case as a class action on behalf of Virginia residents who recently purchased tickets to the two Williamsburg-area parks without seeing the full cost displayed. Reports suggest SeaWorld Orlando uses the same practice, beginning with fees of $11.99 per purchase.
United has been challenged before. In 2024, a Florida guest sued after being charged an extra 5% fee at SeaWorld Orlando. At the time, the company defended itself by saying the costs had been disclosed prior to payment.
Have you noticed sneaky extra fees at United Parks & Resorts properties?