SeaWorld Parks and Entertainment, known for its SeaWorld and Aquatica brands in Central Florida, is the subject of legal action. A lawsuit has been filed against the company, accusing it of deception in its ticket pricing, particularly using “bait and switch” tactics, as reported by WFTV. The Virginia “all-in” pricing law mandates that businesses must clearly display the true total cost of goods or services, including fees, and the lawsuit alleges that SeaWorld lied about the ticket costs.
This isn’t the first instance of such allegations against the company. Matthew Beeman, a Virginia man, is suing the Orlando-based company in the U.S. District Court’s Orlando division after purchasing tickets earlier this year. The complaint accuses United Parks and Resorts of misleading consumers by advertising a deceptively low initial price, then tacking on a hidden “Service Fee” after customers commit to the purchase. According to Florida Politics, no comment was returned by Beeman’s attorney or United Parks and Resorts regarding the matter.
Details from Beeman’s lawsuit highlight that he bought a ticket to Busch Gardens Williamsburg and two tickets to Water Country USA, only to discover an $11.99 service fee at checkout—a fee not included in the advertised price. This practice, his lawsuit argues, not only violates Virginia’s consumer protection law but also has netted the company over $5 million from these service fees alone…