Six Flags Entertainment made three major announcements this week aimed at generating excitement among guests and coaster fans. Wall Street’s reaction, however, went in the opposite direction.

On Monday, Six Flags introduced Flex Pay by Upgrade, a new financing option allowing eligible guests to purchase Season Passes and other qualifying products of $49 or more and spread the cost over fixed monthly payments. Approved passholders can begin using their benefits immediately while continuing to make payments. 

Then came Tuesday’s announcement — one Six Flags had teased as something that would “turn heads across the amusement industry.” The company revealed it had acquired ArieForce One, the acclaimed Rocky Mountain Construction coaster from the former Fun Spot America Atlanta. Six Flags plans to relocate and enhance the coaster before reopening it at an undisclosed park in 2028 or 2029. 

On Thursday, Six Flags Magic Mountain unveiled Thrill Glider, a first-of-its-kind Vekoma coaster coming in 2027 with multiple launches, five inversions and a top speed of 50 mph. 

But investors haven’t shared the enthusiasm. Six Flags Entertainment (NYSE: FUN) closed Friday at $13.12 per share, down $1.92 — or 12.77% — over the past five days, according to the accompanying stock chart.

Six Flags wanted to turn heads this week. Its stock price certainly did — just not in the direction the company probably had in mind.

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