Lawsuit Says SeaWorld and Busch Gardens Tricked Families Into Paying More

For years, visitors to SeaWorld and Busch Gardens have shared similar frustrations: higher costs, longer lines, and an experience they say doesn’t match the price of admission. While Disney and Universal have steadily expanded their attractions, SeaWorld Entertainment — now known as United Parks & Resorts — has found itself grappling with reputational scars and ongoing disputes.

The company has long struggled with the fallout from the 2013 documentary Blackfish, which spurred outrage over orca captivity (sparking the end of SeaWorld’s killer whale breeding program) and reshaped public perception of the theme park. Attendance fell sharply, and despite rebranding efforts, complaints about animal welfare, show quality, and transparency have lingered.

Guests also point to cost as a major sticking point. Disney, in particular, has drawn heavy criticism in recent years for steeply rising ticket prices and add-on fees. Universal’s rates have climbed as well. Yet despite the frustration, many fans acknowledge that both companies are at least transparent about pricing from the outset — a point that distinguishes them from United Parks & Resorts.

A Pattern of Frustrated Guests at SeaWorld and Busch Gardens

Today, many parkgoers describe a product that feels diminished. On fan forums and in online reviews, phrases like “half-functioning” and “disappointing” appear frequently. Some allege that the company is prioritizing thrill rides at the expense of show schedules and family programming, while also charging more for food, drinks, and merchandise.

In San Diego, SeaWorld has faced lawsuits over unpaid rent and fireworks use, sparking additional negative headlines. Meanwhile, guests at Busch Gardens Tampa Bay complain about mandatory locker fees for coasters and rising meal prices. At Busch Gardens Williamsburg, reports of antisocial behavior — including a stabbing in September 2024 during the Howl-O-Scream Halloween event — have fueled debates about whether the park still feels like a family-friendly space.

Despite investment in new roller coasters and water rides, these grievances suggest a widening gap between the company’s ambitions and its execution. Compared with Disney and Universal — which face backlash over costs but continue to draw high satisfaction scores and robust attendance — United’s reputation appears more fragile.

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.

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.

The latest lawsuit now puts renewed attention on United Parks & Resorts, raising broader questions about transparency and trust in an industry where families already face rising costs. Whether or not Beeman’s case is certified as a class action, it underscores the mounting tensions between a company eager to compete with bigger rivals and a customer base increasingly skeptical of the fine print.

Have you noticed sneaky extra fees at United Parks & Resorts properties?