OKLAHOMA CITY -- Six Flags (NYSE: PKS), the nation's second largest owner of amusement parks behind the Walt Disney Company, is on the verge of a shakeup, and published reports say Washington Redskins Owner Daniel Snyder wants to dump Six Flag's management team and refocus the company's marketing efforts.
While doing this may restore investor confidence -- and an 11 percent jump yesterday in shares of PKS indicate this is what investors are looking for -- please, Mr. Snyder, don't dump Mr. Six.
For those of you unaware, Mr. Six (and I don't mean actor Patrick McGoohan from TV's "The Prisoner") is the Mr. Magoo-looking mascot of Six Flags, an 80-year-old who knows how to get up and bust a move. Southfield, Mich.-based Doner Advertising created the TV spots, and they seem to be a hit, based on published accounts.
Six Flag's marketing team struck paydirt with this memorable ad, a great move, but where it needs to invest its marketing currency now is in policing the experience customers have at Six Flags parks.
In my experience, a friendly staff and reasonably priced concessions and good food go a long way (hint-hint).
The Detroit Free Press did a great job covering the marketing challenges Six Flags faces. You can read it here.
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