Knott’s Will Cut Price for Southland Residents : Theme park: Adults will save $6 on admission from Monday to July 31. Senior citizens, children won’t get discounts.

For the first time in its 53-year history, Knott’s Berry Farm will offer summer discounts to Southland residents, the theme park announced Thursday.

Starting Monday and continuing through July 31, Knott’s will lop $6 off its adult admission price, dropping it to $19.95 from $25.95 now. Admission for children and senior citizens will remain at $15.95 and $17.95, respectively.

Knott’s also introduced a $13.95 price after 6 p.m. The park will close at midnight on Friday and Saturday nights, and at 11 p.m. Sundays through Thursdays during the summer.

“It’s not a campaign to increase short-term business,” spokesman Bob Ochsner said. “We just want to make our education and entertainment accessible.”

Residents of ZIP Codes 90000 through 93599 who show proof of residency will be eligible for the new price through the summer, Ochsner said, when Knott’s has the bulk of its 5 million visitors each year.

Jim Harmon, a Tustin consultant, said the Knott’s discount strategy is an alternative to spending a lot of money on new rides.

“There are several ways to put a new face on every season,” said Harmon of Management Resources, which specializes in theme park development and marketing. “It has to be looked upon as a component of their overall ticket sales strategy.”

None of the other major theme parks in the area have announced plans for summer discounts. Instead, Disneyland, Six Flags Magic Mountain, Sea World and Universal Studios Hollywood are counting on new rides and attractions to draw crowds.

Sea World in May opened Rocky Point Preserve, the world’s largest dolphin and otter compound. And Universal Studios opened its Back to the Future ride based on the popular movie.

Disneyland recently opened Mickey’s Toontown.

John McClintock, a spokesman for Disneyland, said the park has continued to do well through the recession, partly because of new rides and attractions.

“We did have interesting new things to add at crucial moments,” he said. There have been several years, though, in which Disneyland made no major additions to the park, McClintock said.

Last summer Knott’s opened Indian Trails, its sixth themed area. This year, the only new features are some additions to Camp Snoopy, which is celebrating its 10th anniversary.

Admission to Disneyland is now $30 for adults and $24 for children 3 to 11 years old. Six Flags Magic Mountain in Valencia charges $27 for adults, $15 for children under 48 inches tall and $17 for people 55 or older.

Sea World in San Diego charges $25.95 for adults, $19.95 for children 3 to 11 and $22.05 for seniors. At Universal Studios Hollywood, admission is $29 for adults, $23 for children 3 to 11 and $23 for adults 60 or older.