The idea is for the park system to operate more like a business, but that is new ground for a system more accustomed to park preservation than collecting user data and mounting marketing campaigns.
Of course, that's a terrible idea. Parks aren't businesses. If they were, they'd sell off most of their assets to the highest bidders—developers, timber companies, really rich people, etc.—creating a smaller supply of parks that would allow State Parks Inc. to demand a higher admission price. Maximize profits. That's what shareholders would demand.
But it would be Kenyan Socialism™ to suggest that agencies providing public goods should not operate more like a business, so we'll just continue to pursue terrible ideas like this. Stoopid politicians.