United Parks & Resorts announced a 25‑concert live‑music series that will run across its Busch Gardens Tampa Bay and Williamsburg parks during the 2026 season. The series is included with all forms of park admission—including annual passes and memberships—so guests can enjoy the concerts without an additional ticket fee.
The Tampa Bay portion of the series is anchored by the revamped Food, Wine & Garden Festival, which will run from March 6 to May 10, 2026. Headliners include Walker Hayes on the opening night of March 7, and the festival will feature a mix of pop, hip‑hop, rock, and country acts. The revamp adds new stages and expanded culinary offerings, reinforcing the festival’s position as a marquee event for the region.
The Williamsburg segment begins in May 2026 and is tied to the Food & Wine Festival. Flo Rida will headline on May 2, and the Pop 2000 Tour will perform on May 16. The series will feature more than 25 full‑length performances across both parks, spanning multiple genres to broaden appeal to families and music fans alike.
United Parks & Resorts has faced declining revenue and net income in recent periods—total revenue fell 3.9% and net income dropped 23.2% in the first nine months of 2025 versus the same period in 2024, and the company posted a net loss in Q1 2025. The concert series is part of a low‑capital strategy to boost attendance and per‑guest spend, enhance the value of annual passes, and strengthen the parks’ competitive position in Florida and Virginia tourism markets.
"Our concert series has evolved into something our guests look forward to year after year. The 2026 lineup spans across multiple genres and decades, giving visitors yet another reason to experience one of our Busch Gardens parks this spring," said CEO Marc Swanson. The initiative underscores the company’s focus on guest experience and repeat visitation as a lever for revenue growth.
The series targets the broader Florida and Virginia tourism markets, though Tampa Bay is distinct from the Orlando market. By offering a diverse lineup and bundling the concerts with admission, United Parks & Resorts aims to increase per‑guest spend, drive repeat visits, and position its parks as premier entertainment destinations during the peak season.
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