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Six Flags
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Six Flags, Inc (commonly Six Flags) is one of the world's largest chains of amusement parks and theme parks, based on quantity of properties. The company maintains 21 properties located throughout North America, including theme parks, water parks and family entertainment centers. In 2007, Six Flags properties hosted approximately 24.9 million guests, making it the fourth-most popular theme park company in the world.
The company was founded in Texas and took its name from its first property, Six Flags Over Texas, and the six flags that have flown over the state of Texas during its history, namely those of Spain, France, Mexico, The Republic of Texas, The Confederate States of America, and the United States of America.
History
Beginnings
The Six Flags chain began in 1961 with the creation of Six Flags Over Texas by Angus G. Wynne of Kaufman County, Texas which initially featured a Native American village, a gondola ride, a railroad, some Wild West shows, a stagecoach ride, and "Skull Island", a pirate-themed adventure attraction.
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Encyclopedia
Six Flags, Inc (commonly Six Flags) is one of the world's largest chains of amusement parks and theme parks, based on quantity of properties. The company maintains 21 properties located throughout North America, including theme parks, water parks and family entertainment centers. In 2007, Six Flags properties hosted approximately 24.9 million guests, making it the fourth-most popular theme park company in the world.
The company was founded in Texas and took its name from its first property, Six Flags Over Texas, and the six flags that have flown over the state of Texas during its history, namely those of Spain, France, Mexico, The Republic of Texas, The Confederate States of America, and the United States of America.
History
Beginnings
The Six Flags chain began in 1961 with the creation of Six Flags Over Texas by Angus G. Wynne of Kaufman County, Texas which initially featured a Native American village, a gondola ride, a railroad, some Wild West shows, a stagecoach ride, and "Skull Island", a pirate-themed adventure attraction. There was also an excursion aboard "French" boats through a wilderness full of animated puppets. Over time, all of those attractions, except for the railroad, would be replaced by others, such as roller coasters, swing rides, log flumes, and shoot-the-chute rides, as well as an observation tower.
Acquisition by Premier Parks
Six Flags Theme Parks Inc. was purchased in whole on April 1, 1998 from Time Warner by Oklahoma City-based Premier Parks for $1.86 billion. Premier then began to apply the Six Flags name to a number of smaller parks that the company had already owned, including Darien Lake, Elitch Gardens, Kentucky Kingdom and Adventure World.
In 2000, Premier Parks assumed the Six Flags Theme Parks, Inc. name and continued re-branding its parks, most notably the former Geauga Lake into Six Flags Ohio. Six Flags began vigorously expanding, attempting to branch out internationally, acquiring numerous properties across the country and overseas including the Walibi chain and historic Belgian park Bellewaerde in Europe, La Ronde in Canada, and Reino Aventura in Mexico. Three of those parks were re-branded as Six Flags parks--Walibi Flevo became Six Flags Holland, Walibi Wavre became Six Flags Belgium and Reino Aventura became Six Flags Mexico.
In 2001, Six Flags acquired the former SeaWorld Ohio from Busch Entertainment Corporation, merged it with the adjacent Six Flags Ohio and re-branded the park again, this time into Six Flags Worlds of Adventure. The park was positioned to compete against northern Ohio's more famous amusement park, Cedar Point.
Sell-off of assets and shareholder revolt
The company lost money every year since 1998, amassing more than $2 billion in debt, which some analysts say is due to over-expansion and mismanagement. In 2004, Six Flags began to close and sell properties in an effort to help alleviate the company's growing debt. On March 10, Six Flags sold its European parks, with the exception of the Movie World park in Madrid, Spain, to Star Parks Group. The Madrid park was sold back to Time Warner and renamed "Parque Warner Madrid." In April that year, Six Flags determined that the investment required to keep Worlds of Adventure competitive with Cedar Point would be too great, and thus the company sold the park to Cedar Fair, the owner of Cedar Point. These sales raised $345 million dollars in an effort to relieve Six Flags' massive debt.
In 2005, Six Flags endured even more turmoil. Some of the company's largest investors, notably Bill Gates' Cascade Investments (which owns about 11% of Six Flags) and Daniel Snyder's Red Zone, LLC (which owns 12%), demanded change. Indeed, on August 17, 2005, Red Zone began a proxy battle to gain control of Six Flags' board of directors. Later that month, Six Flags New Orleans would be severely damaged by Hurricane Katrina.
On September 12, 2005, Six Flags Chief Executive Officer Kieran Burke announced that Six Flags Astroworld would be closed and demolished at the end of the 2005 season. The company cited issues such as the park's performance, and parking issues involving the Houston Texans football team, Reliant Stadium, and the Houston Livestock Show and Rodeo, leveraged with the estimated value of the property upon which the park was located. Company executives were expecting to receive upwards of $150 million for the real estate, but ended up receiving $77 million when the bare property (which cost $20 million to clear) was sold to a development corporation in 2006..
On November 22, 2005, Red Zone announced it had gained control of the board. Kieran Burke was removed on December 14, 2005 and replaced by Mark Shapiro, former Executive Vice President of Programming at ESPN. Six Flags then named former Representative Jack Kemp, entertainment mogul Harvey Weinstein, and the former president, Michael Kassan, of the Interpublic Group of Companies Incorporated, a global marketing and advertising agency, to their newly revamped board of directors.
Even with the new management team, the sell-off would continue into 2006. On January 27, Six Flags announced the sale of the Frontier City theme park and White Water Bay water park, both located in Oklahoma City, Oklahoma, at the conclusion of the 2006 operating season. At the same time, Six Flags also announced its plan to close corporate offices in Oklahoma City, moving its headquarters to New York City. Six Flags CEO Mark Shapiro said he expects the parks to continue operation after the sale, a lesson the company learned after its public relations debacle with the closure of Astroworld.
In June 2006, Six Flags announced it was considering closing or selling up to six of its parks, including Elitch Gardens, Darien Lake, WaterWorld in Concord, California, Wild Waves and Enchanted Village in Federal Way, Washington, Splashtown in Houston, Texas and, most notably, Six Flags Magic Mountain. In addition, Six Flags also announced the sale of Wyandot Lake in Powell, Ohio to the Columbus Zoo and Aquarium, which is located next to the park. Ultimately, Six Flags Magic Mountain was spared, with the remaining six parks sold on January 11, 2007 to PARC Management for $312 million, $275 million cash and a note for $37 million. PARC 7F, of Jacksonville, Florida, is expected to sell the parks to CNL Income Properties Inc., a real-estate trust based in Florida, and then lease them back.
Future Expansion
Six Flags and China signed a deal to allow new Six Flags Properties in China. On April 15th, it was announced it has entered into a one-year, multi-million dollar exclusivity agreement with Gulf Finance House B.S.C., a publicly traded Islamic Investment Bank in the Kingdom of Bahrain. Under the agreement, Gulf Finance will pay for the exclusive right to license the Six Flags brand and related intellectual property for theme park development in the People's Republic of China. Additionally, the two parties may collaborate on the future construction of a Six Flags-themed luxury resort. The deal was unveiled April 15th, 2008 by Six Flags President and CEO Mark Shapiro and Gulf Finance House Acting CEO Peter Panayiotou. "This partnership underscores the renewed health of our brand and the opportunities that now lie ahead for our unique thrill park experience," said Shapiro. "We're excited about the potential of collaborating with Gulf Finance House to bring the new Six Flags and its recharged product to an entirely new audience."
http://www.reuters.com/article/pressRelease/idUS145150+15-Apr-2008+PRN20080415
Six Flags has also partnered with Brash Entertainment to create a video game called "Six Flags Fun Park." The video game allows a player to explore the themed areas and mini-games representative of a visit to a Six Flags park. In the game, players are tasked with quests that encourage them to explore the park's universe. After creating a unique custom character, Six Flags Fun Park patrons can win prizes, and compete with other players in 40 mini-games.
Although the video game is called Six Flags Fun Park, it lacks any major reference of Six Flags. This caused some to speculate that the video game was created then the rights to the name of the game were sold as a way to pay for the game's development.
Marketing efforts
Initially, Six Flags parks would prepare separate marketing campaigns for each park, sometimes with special themes (like the 25th anniversary of Six Flags Great America and the 35th anniversary of Six Flags Over Georgia in 2002). In 2004, Six Flags began a series of commercials linking all of the parks. The commercials were notable for a new mascot, "Mr. Six", an apparently feeble old man in a tuxedo and red bow tie. In many of the commercials, Mr. Six would slowly exit a multi-colored bus, only to start frenetically dancing to the Vengaboys' "We Like to Party." The commercials were an immediate hit and Mr. Six almost instantly became the official mascot, although he was retired after the 2005 season. In 2008, Six Flags' TV ads have a "Fun-O-Meter" in which the beginning of the ad may show something boring or embarrassing and a man's face judges it "One Flag!" or sometimes "Two Flags!" Then roller coasters and attractions of Six Flags are shown and says "Six Flags, More Flags, More Fun!" which is the current slogan of Six Flags parks. However, the thick accent of the Asian man in the commercials has drawn criticism for being an offensive caricature. In 2009, Mr. Six will come back from retirement and replace the Asian man in Six Flags' ads.
Six Flags has licensed its name and its theme park creations to other companies, who have used these assets to create licensed products. One such example is the theme park simulation game Roller Coaster Tycoon 2, which featured recreations of Six Flags parks that could be expanded and operated at the user's discretion.
In recent years, Six Flags has created strategic partnerships with other companies who would feature their products inside the parks. On March 30, 2006, Six Flags announced that it will sell no other pizza besides Papa John's at its parks. In turn, Six Flags will receive an annual sponsorship and promotional opportunities from Papa John's, though financial details of the deal have not been disclosed. Other recent partners have included Cold Stone Creamery, Johnny Rockets, Tyson Foods (chicken), Chrysler, and Nintendo, which added testing stations in several parks to show off its new Wii console.
To help direct marketing and advertising efforts, Six Flags uses information gathered through the Attendance Tracking System. Marketing Team Members use a hand held device to record demographic information of guests entering the park. They ask the guest's zip code, amount of visits to the park, and age. This information helps direct advertising; For example, if a very low number of guests are visiting from a local city, Marketing employee's will know to put more advertising in that area for the next season.
Other assets
On June 19, 2007, Six Flags announced it has purchased 40% of Dick Clark Productions, which owns rights to American Bandstand and other shows and productions.
Current properties
These properties are listed in the order they joined their respective chain, either by construction or by acquisition.
Six Flags Theme Parks
- Parks owned by SFTP prior to the purchase by Premier Parks in 1998.
| Name | Location | Year Opened | Year Acquired | Notes |
|---|
| Six Flags Over Texas | Arlington, Texas | 1961 | N/A | The first Six Flags park. The park is owned by a limited partnership and is managed by Six Flags. | | Six Flags Over Georgia | Austell, Georgia | 1967 | N/A | Like Six Flags Over Texas, the park is owned by a limited partnership and is managed by Six Flags. | | Six Flags St Louis | Eureka, Missouri | 1971 | N/A | Last full theme park opened new under Six Flags.
Originally opened as Six Flags Over Mid-America (name changed in 1996).
Accompanied by Six Flags Hurricane Harbor opened in 1999. | | Six Flags Great Adventure | Jackson, New Jersey | 1974 | 1977 | Accompanied by Six Flags Wild Safari opened in 1974, and Six Flags Hurricane Harbor opened in 2000. | | Six Flags Magic Mountain | Valencia, California | 1971 | 1979 | Accompanied by Six Flags Hurricane Harbor opened in 1995. | | Six Flags Great America | Gurnee, Illinois | 1976 | 1984 | Originally opened as Marriott's Great America. Accompanied by Six Flags Hurricane Harbor opened in 2005 | | Six Flags Hurricane Harbor | Valencia, California | 1995 | N/A | Separately gated waterpark accompanying Six Flags Magic Mountain. | | Six Flags Hurricane Harbor | Arlington, Texas | 1983 | 1995 | Originally opened as Wet N Wild.
Separately gated waterpark accompanying Six Flags Over Texas. | | Six Flags Fiesta Texas | San Antonio, Texas | 1992 | 1996 | Includes White Water Bay inside park. |
Premier Parks
- Parks owned by Premier Parks prior to their acquisition of Six Flags Theme Parks in 1998 as well as parks acquired between 1998 and 2000.
| Park | Location | Year Opened | Year Acquired | Notes |
|---|
| Six Flags America | Largo, Maryland | 1982 | 1992 | Originally opened as Wild World, park was later renamed Adventure World. Park was re-branded in 1999.
Includes Six Flags Hurricane Harbor water park, which took on that name in 2005. | | The Great Escape & Splashwater Kingdom | Queensbury, New York | 1954 | 1996 | Splashwater Kingdom was added in 1996.
The company added a hotel, the Great Escape Lodge and White Water Bay, an indoor water park, in 2006. | | Six Flags Discovery Kingdom | Vallejo, California | 1968 | 1997 | Originally opened as Marine World Africa USA.
Initially re-branded as Six Flags Marine World, it received its current name in 2007. | | Six Flags Kentucky Kingdom | Louisville, Kentucky | 1987 | 1997 | Initially built by local investors.
Park includes Six Flags Splashwater Kingdom water park, which opened in 1992.
During the annual Kentucky State Fair, the park serves as the midway for the fair. | | Six Flags New England | Agawam, Massachusetts | 1840 | 1997 | The park was re-branded in 2000.
Includes Six Flags Hurricane Harbor Water park, which was added in 1998. | | Six Flags White Water | Marietta, Georgia | 1983 | 1999 | Park is located across town from Six Flags Over Georgia.
The same limited partnership owns all the properties in the Atlanta market. | | Six Flags Mexico | Mexico City, Mexico | 1982 | 1999 | Originally opened as Reino Aventura, the park was re-branded in 2000. |
Six Flags Inc.
- Parks opened or acquired since 2000, when Premier Parks reformed as Six Flags Inc.
Former properties
These properties are listed in alphabetical order by the final name of the park while under Six Flags control.
| Park | Location | Year Opened | Year Closed/Sold | Notes |
|---|
| American Adventures | Marietta, Georgia | 1983 | 2008 | The park is located adjacent to Six Flags White Water, and is marketed to families with young children. The park was acquired by Zuma Holdings in May of 2008. | | Bellewaerde | Ypres, Belgium | 1954 | 2004 | Park was acquired in 1998. Property was sold and remains in operation under new management. | | Frontier City | Oklahoma City, Oklahoma | 1958 | 2007 | Park was owned by Premier Parks when it purchased the Six Flags chain. Sold to PARC Management in the 2007 property sell-off. | | Movieland Wax Museum | Buena Park, California | 1962 | 1985 | Purchased in 1970, this wax museum sold all of its holdings and moved many of the sets and wax figures to California, but sold the original clothing and props to the American Musical Academy of Arts Association. They eventually closed the museum in 2005. | | Six Flags Astroworld | Houston, Texas | 1968 | 2005 | Astroworld was acquired in 1974. Park was sold and demolished for other development. | | Six Flags Atlantis | Hollywood, Florida | 1982 | 1989 | Water park was acquired in 1984. Property was sold, but was eventually demolished in 1994. | | Six Flags AutoWorld | Flint, Michigan | 1984 | 1985 | Indoor entertainment venue was eventually closed and facility demolished. | | Six Flags Belgium | Wavre, Belgium | 1975 | 2004 | The Walibi properties were purchased in 1998. The park remains open today under new management. | | Six Flags Darien Lake | Buffalo, New York | 1964 | 2007 | Purchased by Premier Parks in 1995. Sold to PARC Management in the 2007 property sell-off. | | Six Flags Elitch Gardens | Denver, Colorado | 1890 | 2007 | Park was owned by Premier Parks when it purchased the Six Flags chain. Sold to PARC Management in the 2007 property sell-off. | | Six Flags Holland | Biddinghuizen, The Netherlands | 1971 | 2004 | Like the other Walibi properties, the former Walibi Flevo was purchased in 1998. The park remains open today under new management. | | Six Flags Power Plant | Baltimore, Maryland | 1985 | 1989 | Located in the Inner Harbor district of Baltimore, the site of this indoor amusement park has been redeveloped with Hard Rock Cafe, Barnes & Noble, Gold's Gym, and the first ESPN Zone location. | | Six Flags SplashTown | Houston, Texas | 1984 | 2007 | Sold to PARC Management in the 2007 property sell-off. | | Six Flags Stars Hall of Fame | Orlando, Florida | 1975 | 1984 | This wax museum was located near SeaWorld Orlando. Like SeaWorld, it was acquired by Harcourt Brace Jovanovich, but the wax museum was closed almost immediately after the sale. | | Six Flags Waterworld | Concord, California | 1995 | 2007 | The water park was acquired by Premier Parks prior to its purchase of Six Flags. Sold to PARC Management in the 2007 property sell-off. | | Six Flags Waterworld | Houston, Texas | 1983 | 2005 | The water park was adjacent to Six Flags Astroworld. Park was sold and demolished for other development. | | Six Flags Waterworld | Sacramento, California | 1986 | 2007 | The water park was acquired by Premier Parks prior to its purchase of Six Flags. Six Flags announced that they would not renew the parks lease with Cal Expo at the end of the 2006 season. Raging Waters took over operation prior to the 2007 season. | | Six Flags Worlds of Adventure | Aurora, Ohio | 1889 | 2004 | Geauga Lake park was purchased by Premier Parks in 1995 prior to its purchase of the entire Six Flags chain. Branded as Six Flags Ohio for its opening season, it was then renamed Six Flags Worlds of Adventure when Six Flags annexed the adjacent SeaWorld Ohio marine park in 2001. After a few years, the entire property was sold to competing amusement park operator Cedar Fair. | | Warner Bros. Movie World Germany | Bottrop, Germany | 1967 | 2004 | The park was purchased in 1998. It was sold, with most of the other European parks, in the same transaction in 2004. | | Warner Bros. Park Madrid | Madrid, Spain | 2002 | 2004 | The park was built in a joint venture, to be managed by Six Flags. Sold back to Warner Bros. apart from the other European Six Flags parks. | | Walibi Aquitaine | Bordeaux, France | 1992 | 2004 | The Walibi properties were purchased in 1998. The park remains open today under new management. | | Walibi Lorraine | Metz, France | 1989 | 2004 | The Walibi properties were purchased in 1998. The park remains open today under new management. | | Walibi Rhône-Alpes | Lyon, France | 1979 | 2004 | The Walibi properties were purchased in 1998. The park remains open today under new management. | | White Water Bay | Oklahoma City, Oklahoma | 1981 | 2007 | Sold to PARC Management in the 2007 property sell-off. | | Wild Waves and Enchanted Village | Federal Way, Washington | 1977 | 2007 | This combination water park and amusement park was sold in 2007, and remains open to this day. | | Wyandot Lake | Columbus, Ohio | 1896 | 2006 | The property was sold to the adjacent Columbus Zoo in 2006. The park is currently closed for reconstruction and will reopen under zoo management in 2008 as Zoombezi Bay. | |
The 8 parks in Europe were sold in March 2004 to Palamon Capital Partners, to be renamed Star Parks, but proceed in the resale of six parks CDA Parks and a seventh to Time Warner.
Accidents
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