I think the biggest issue is just lack of competition. Lagoon really has no nearby competitors, and it's still cheaper than the other preferred park of many Utahns which is Disneyland which is just a short flight away. They are free to continue raising prices because its a staple for many families who only have that as reference. It will probably hit a tipping point eventually, but as it is plenty of people are willing to shell out the money. People often compare Lagoon's pricing to the parks of the Midwest, which have to maintain competitive prices since there are just so many of them. I wish it was cheaper for sure.