Sunday, June 14, 2009

Up and Down for Six Flags

Six Flags just filed for bankruptcy, citing heavy debt. Its corporate site explains, in great detail, why Six Flags made this decision and what it means.

All of its theme parks remain open . . . and attendance is actually up, thanks to lower admission fees, new attractions, and increased interest from bargain-hunting families seeking staycation fun.

The president of Six Flags Discovery Kingdom in Vallejo, CA says: "We are not cutting anything. If anything, with our increasing attendance, we're actually going to be looking at improved spending to bring on more team members and support to provide service to our guests."

Will the bankruptcy news act as a brand reminder, drawing people to return to their favorite park? Will it encourage visitors to look for discounts and go to Six Flags more often because they view it as more affordable? Will it bring more media attention and reinforce the family-friendly atmosphere that Six Flags needs to project? Or will it discourage people who fear their season passes will be a waste of money because of the bankruptcy filing?

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