Niles: Six Flags need to rebuild trust with fans to get back on track
Why is Six Flags struggling while so many of its competitors are enjoying record-breaking performance?
Blame higher prices and fewer discounts at a chain that was known for its inexpensive tickets. Six Flags management is trying to change the public perception of Six Flags as cheap parks for extreme coaster fans. They want to reposition Six Flags as a more family-friendly destination that will attract higher-spending guests.
Many Six Flags fans, including me, agree that the company had underpriced and over-discounted its parks. The business case behind some of the deals that Six Flags had been offering on annual passes andwould be best be described by the name of Magic Mountain’s big pendulum ride — CraZanity. There was no way that Six Flags could hope to maintain a viable business in a competitive theme park market with those deals.
But just as there is a physical limit to how sharply you can turn a speeding roller coaster train on a track, the public has a limit for how quickly you can raise prices before they turn away from your product. And with its recent pricing changes, Six Flags hit that limit. Unless Warner Bros. buys it back, Six Flags never is going to have access to the cash that will allow it to build immersive attractions at the scale that Disneyland and Universal Studios can deliver. But fans can, and will, demand reliable and respectful operations on the attractions that Six Flags can offer. That means consistently running multiple trains on popular coasters, minimizing downtimes throughout the year and keeping top rides open during peak attendance periods.
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