SeaWorld and Sesame Place Accused of Deceptive Pricing

Case Overview: A class action lawsuit claims SeaWorld and Sesame Place misled consumers with fake discounts and hidden fees, violating consumer protection laws.

Consumers Affected: Consumers who purchased tickets to SeaWorld or Sesame Place.

Court: U.S. Superior Court of the State of California, County of San Diego

United Parks & Resorts, the company behind California theme parks SeaWorld and Sesame Place, is facing a class action lawsuit alleging deceptive sales practices. The lawsuit claims that the company misled customers with fake discounts and hidden fees, tricking them into overpaying for tickets they thought were on sale. 

According to the lawsuit, while there is nothing wrong with a legitimate sale, “a fake one that is, one with made-up regular prices, made-up discounts, and made-up expirations is deceptive and illegal.”

Consumers Allege Deceptive Pricing at SeaWorld and Sesame Place

California residents David Marks and Tagui Galstian filed the proposed class action lawsuit after sharing similar experiences with United Parks & Resorts' alleged pricing scheme. Marks purchased two SeaWorld San Diego tickets through the park’s website in April 2024, arguing he was led to believe he was getting a limited-time discount on tickets that usually cost more. 

However, the lawsuit claims that SeaWorld’s tickets are always available at a discounted price, rendering the “sale” a sham. Marks says he would not have made the purchase had he known the tickets’ regular price was artificially inflated.

Similarly, Galstian bought five Sesame Place San Diego tickets in July 2023, relying on the park’s advertised discount and urgency-driven messaging. She later discovered the so-called “limited-time sale” was anything but limited. 

Both plaintiffs also faced additional service fees during checkout, which they allege were not disclosed until the transaction was nearly complete. Marks and Galstian say these hidden costs left them overpaying for tickets by $22.49 and $16.99, respectively.

Lawsuit Claims Fake Discounts and Hidden Fees Mislead Customers

The lawsuit alleges that United Parks & Resorts uses a combination of fake sales and hidden fees to manipulate buyers. First, the company advertises inflated “regular” prices and limited-time discounts, sometimes accompanied by countdown timers to create a sense of urgency. However, the discounts are allegedly permanent, undermining the idea of a time-sensitive deal.

The company also uses hidden fees during the checkout process, the pair argue. They claim that the tactics are unfair because they prevent consumers from accurately comparing prices and make them more likely to accept the additional charges after investing time in the purchase process.

Other Companies Face Similar Lawsuits Over Fake Sales

United Parks & Resorts isn’t the only company accused of misleading consumers with fake discounts. Sleep Number is currently facing claims that it manipulated mattress prices to create the illusion of steep discounts. Bulova has been sued for allegedly inflating reference prices on its website to make its sales appear more attractive. 

Grocery chain Albertsons is under fire for allegedly marking up wine prices before advertising them as discounted. Even retail giant Amazon has been accused of inflating "list prices" on products like Fire TVs to exaggerate the value of its deals.

In their lawsuit against United Parks & Resorts, Inc., Marks and Galstian wants to represent consumers from across the country in their claims of violations of the state’s business laws as well as breach of contract, breach of warranty, and negligent misrepresentation. They are seeking damages, restitution, Rescission, injunctive, interest, fees, and costs.

Case Details

• Lawsuit: Marks, et al. v. United Parks & Resorts, Inc.
• Case Number: 3:24-cv-01992-MMA-KSC
• Court: U.S. Superior Court of the State of California, County of San Diego

Plaintiffs' Attorneys

• Christin Cho and Grace Bennett (Dovel & Luner, LLP)

Have you visited SeaWorld or Sesame Place recently? Share your experience with their ticketing and pricing in the comments below.