LOUISVILLE, Ky. (WDRB) -- Kentucky Kingdom is extending its "early bird" discount for its season passes through July 4. 

According to a news release, passes will remain on sale at the "early bird" price of $69.95 until midnight on Wednesday, July 4, at which time the price will increase by $50, rising to $119.95.

A statement from Julie Johnson, Kentucky Kingdom's director of sales and marketing, implies the decision was prompted by ticket sales that were lower than anticipated.

"The unusually cold spring, followed by record-breaking heat, interspersed with severe storms, have all contributed to a decline in attendance at theme parks throughout the region, as families are discouraged from thinking about visiting parks and buying season passes under these circumstances. We want to give every family in our area the opportunity to catch up and enjoy a summer of fun at Kentucky Kingdom."

The season pass includes free parking (which normally costs $8), $1.00 soft drinks throughout the season, a free zipline adventure at Jefferson Memorial Forest, and "substantial discounts," according to the news release.

To purchase a season pass, CLICK HERE.

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