SeaWorld Accused of Deceptive Ticket Pricing in Class Action Lawsuit
SeaWorld faces a class action lawsuit alleging deceptive ticket pricing practices, including hidden service fees, violating Virginia's consumer protection law.Summary
SeaWorld Parks and Entertainment is being sued for allegedly using deceptive ticket pricing tactics, specifically a “bait and switch” method involving undisclosed service fees. The lawsuit, filed by a Virginia man named Matthew Beeman, claims the company violates Virginia’s “all-in” pricing law, which requires businesses to display the total cost upfront. Beeman discovered an $11.99 service fee at checkout for tickets to Busch Gardens Williamsburg and Water Country USA, a fee not initially advertised.
The complaint alleges that United Parks and Resorts intentionally misleads consumers with a low initial price, then adds the fee after the customer has committed to the purchase, resulting in over $5 million in revenue from these fees. This isn’t an isolated incident; a separate lawsuit from an Osceola County woman regarding a 5% surcharge at SeaWorld Orlando is still pending, with a trial scheduled for September 2026. In that case, SeaWorld argued the fee was disclosed before purchase.
Neither Beeman’s attorney nor United Parks and Resorts have commented on the current lawsuit, as reported by Florida Politics and WFTV.
(Source：Hoodline)