"Families want entertainment, and they want entertainment as a family," Shapiro said. "The difference this year is they want the words 'value' and 'convenience' attached to that entertainment."
To bring consumers this value, the park is offering extended hours, free concerts, fireworks shows and an electrical light parade.
And although the stock is down, the company is on its way to a turnaround, offering a long-term plan for shareholders, Shapiro said.
"We've repositioned the brand, we've repositioned the product, and the people are coming back," he said. "They're spending more, and they're staying longer."
When Shapiro took control of Six Flags about three years ago, it was $2 billion in debt. And while the weak economy has slowed the comany's projected three-year growth, it is still close to the 20 percent increase in guest spending increase it projected.
"If this season continues to play out the way that it started," he said, "we can put this company in the position to be free cash-flow positive for the first time in the history of the company."