Hillgrove High School

Six Flags Strategic Management Plan

Catherine Dunn, Ashley Seagraves, Laila Harris-Smith

9/1/2022
 I. Analyzing Six Flags over Georgia

❖ Management Structure

Six Flags organizes their management by dividing it into three sections. The three sections are labeled as

top, middle, and lower management. The top management consist of: Selim Bassoul(CEO AND

President), Mario Centola (Senior Vice President, In-Park services), Jason Freeman (Vice President, Public

Safety and Risk Management),Diana Martin (Vice President, Marketing and Revenue Management),

Gary Mick (Chief Financial Officer), Stephen R.Purtell (Senior Vice President, Corporate Communications,

Investor Relations and Treasurer), Reyna Sanchez (Vice President, Human Resources, Compensation and

Benefits), Aimee Willams-Ramesy (Chief Legal Officer and Corporate Secretary). The top management is

in charge of making decisions that affect Six Flags as a whole. The middle management consists of all

management positions that Six Flags offers.Their job is to carry out decisions and plans issued by the

top management.is made up of many managers that make sure employees are doing their assigned

tasks. They also make the schedule for the area that they are in charge of. The lower management can

consist of many different jobs such as ride operators, janitors, and concession workers. The lower

management job is to complete all the tasks assigned to them from the upper levels of management.

❖ Company Mission

As a family friendly park, Six Flags wants to provide an environment for families and friends to

create special memories. That is why they created a mission statement that represented their

mission as well as their beliefs. The mission statement that represents the entire company is,

“To deliver smiles and thrills to children and families across North America, from the the United

States, to Canada to Mexico”. Six Flag completes this mission in many different ways such as
 having clean parks and new attractions. They also complete their mission by giving away tickets

to their parks as a part of fundraising events.

❖ Financial Situation

Six Flags financial situation has been sporadic as the 2022 year has passed.The total revenue increased

by 32 million in the first quarter of 2022. This was caused by high capita spending.In the first quarter of

2022, the revenue increase was offset by the operating cost. These operation costs include higher wage

rates, more repairs, utilities, and other costs that were caused by inflation. But these operating costs

were offset by efficiency measures such as fewer seasonal workers and lower advertising cost.The

company lost a net value of 20 million in the first quarter.The total revenue decreased by 24 million in

the second quarter of 2022. This was caused by low attendance and a 5 million reduction in

international agreements, sponsorship, and accommodation revenue.There was an increase of

attendance which was caused by a late easter holiday which caused spring break for students to be in

the second quarter.In the second quarter the revenue decrease was offset by low operating cost. These

costs include full-time headcount reductions, few total employee hours worked,and lower advertising

cost. These costs were offset by higher wage rates, utilities, more repairs, and costs that were caused by

inflation.The company had a net income of 45 million at the end of the second quarter.

❖ Location/ Six Flags over Georgia

There are currently 23 locations in the United States. They are located in San Francisco, Los

Angeles, San Antonio, Houston, Atlanta, St Louis, Phoenix, Oklahoma City, Chicago, Buffalo,

Washington D.C, Baltimore, New York, New Jersey, Lake George, and Massachusetts. The most

popular Six Flags location is Santa Clarita, California. Specifically at the Six Flags Over Georgia

there are 44 total rides including 11 roller coasters such as

 ● Batman
● Blue hawk
● Dahlonaga
● Dare devil dive
● Georgia scorcher
● Goliath
● Great american scream machine
● Joker funhouse coaster
● Riddler mindbender
● Superman
● Twisted cyclone

Along with these rides, six flags offers a wide range of dining venues, entertainment, and retail outlets.
Everything at Six Flags is spread throughout the park's seven sections.
Park Sections
● Promenade
● Coastal Section
● Peachtree Square
● Piedmont
● DC Super Friends
● Carousel Hill
● Metropolis Park
● Screampunk District
Dining
● Dining Pass/Mega Meal Deal Accepted, Has Healthy Dining Options, Season Drink Bottles
Accepted, Alcohol Served, Indoor Seating Available, Stroller Friendly
● Hurricane harbor tidal wave cafe
● Birds of prey cafe
● Dee jay diner
● Munchables food court
● Piedmont primo's pizzeria
● Strutters famous chicken wings and brews

Entertainment and Games

● Entertainment includes rides, games, food, live shows, stores.
● 3-point challenge
● Lickskillet ladder climb
● Lickskillet long range basketball
● Metropolis games
● Screampunk scale
● Dare devil dive stage
● Membership VIP lounge
Services offered
● ATM’s
● Child Swap
● First Aid, Lockers
● Lost and Found
● Stroller
● Wheelchair rentals

❖ Recent Success and failures

Covid-19 impacted the attendance and income for the park. Attendance has increased since

businesses opening back up. By holding special events such as bring a friend day, frightfest,

holiday in the park and etc. this increases the attendance and advertises for them. One failure of

six flags could include the cleaness of the park and rides being closed. Due to not having enough

employees some parts of the park have to be closed. Some are disappointed in how the park is

taken care of. Attendance increases during summer and holidays

❖ Impacts of Covid and Covid Response

Guests were required to be hygienic and wear masks. Six Flags was not held responsible for

those who contracted covid at the parks. Ages 5-17 were offered free tickets during the peak of

the pandemic if they had their vaccination.

❖ Outlook

Six Flags has taken a huge hit from Covid and inflation over the past two years. But it is slowly

regaining momentum as more people are coming out and spending time outside. Unfortunately

attendance won’t be what it used to be because of the still rising inflation. In the next five years

if inflation goes down six flags should see an increase in attendance since consumers will have

more spending money. To keep attendance up Six Flags should have special promotions to

entice consumers to come.

Part 2: Analyzing the Competition

Great Wolf Lodge:

Number of Roller Coasters Zero

Names of Roller Coasters None

Names of Parks/Areas Wiley Waterpark, Ten Paw Alley, Northern Light

Arcade

Other Rides Slap Tail Pond, Tipping Bucket, Wolf Rider

Wipeout, Crooked Creek

Water Rides Whooping Hollow, Totem Tower, Alberta Falls,

Coyote Cannon, Mountain Edge Raceway, River
Canyon run, The Double Barrel Drop, The Triple
Twist, Hydro Plunge, Wolf Tail

Food and Beverages Lodge Wood Fired Grill, Timbers, Buckets

Incredible Craveables, Hungry As A Wolf,
Freshwoods Market, Barnwood, The Watering
Hole, Ben & Jerry’s, Dunkin’ Donuts, The Outpost

Entertainment/Services Offered Howlers Peak Ropes Course, Howl in One Mini

golf, MagiQuests, Northern Lights Arcade, Oliver’s
Mining Co., The NorthWoods Friends Show, Camp
H.O.W.L, Build-A-Bear Workshop , Thunder Bay,
The Yards, Front Desk help

Location of Park 150 Tom Hall Pkwy, LaGrange, GA 30240

Surrounding Cities Mountville, Hillcrest, Abbottsford, Antioch, Stovall

Other Information The park has a fitness center called Iron Horse
Fitness Center, The Shopping areas include Great
Wolf Candy Company, Sammy’s Flip Flop
Workshop, Buckhorn Exchange, MagiQuest
Marketplace, Paddle Bay Outfitters

Busch Gardens:
Number of roller coasters Pantheon
Griffon
Alpengeist
Tempesto
Loch Ness Monster
Apollo’s Chariot
InvadR
Finnegan’s Flyer
Verbolten
Mach Tower

Name of park sections/areas New France

Ireland
Italy
England
Fests Italia
Germany
Oktoberfest
France
Scotland
Park entrance ( includes welcome center, atms,
and bathrooms)

Ten other rides The Battering Ram

Der Autobahn
Busch Gardens Railway
Turkish Delights
Der Wirbelwind
The Trade Wind
Le Captulpt
The Flying Machine
Kinder Karussel
The Little Balloons

Water Rides Escape from Pompeii

Le Scoot
Roman Rapids
Rhine River Cruise

Available Food and Beverage Das Festhaus

Trapper's Smokehouse
Squire's Grille
Marco Polo's Marketplace
Les Frites
Three River Snacks
 Grogan’s Pub
Josephine's Creamery de Chocolat
Big Ben’s Funnel Cake

Entertainment Offered Caribou Pottery

Trapper Dave’s General Store
Emerald Isle Gifts
Busch Gardens Pin Trading
Acadia Traders
The Emporium
Toys O' The Leprechaun

Services Offered Pin Trading

Health Services
Lockers
Wine Tastings
ATMs
Restrooms
Nursing Stations
Service Animal Relief Area
Location of Park 1 Busch Gardens Blvd, Williamsburg, VA 23185

Surrounding Cities Jamestown, VA

Richmond,VA
Hampton, VA
Virginia Beach
Newport News, VA

Additional Information Busch Gardens hold different events

throughout the year such as..
Bier Fest
Howl-O-Scream
The Count’s Spooktacular

Six Flags falls short compared to Busch Gardens or Great Wolf Lodge when it comes to entertainment
and food options. Busch Gardens and Great Wolf Lodge have a variety of options when it comes to
different restaurants and different entertainment options. While Six Flags has the things, it is very basic
and there is not a lot to choose from. ButSix Flags is doing well when it comes to the variety of rides. All
their rides are different but have high thrill levels and keep guests coming back.

Part 3: Strategy Formulation

 ❖ Part 1

The overall goal of our strategic plan is to attract more guests to the park. We also hope this plan will

help us get on the same level as our competitors.The name of our new ride is the Treasure Trek. It is

going to be a virtual adventure through the safari. The guests will act as adventurers trying to find a long

lost treasure. They will encounter exotic animals, rough terrain, and an evil villain trying to stop them

from getting the treasure. Guests will experience this as a surround sound 4D theater that has

interactive virtual glasses to interact with the ride. There will also be moving chairs to truly immerse the

guest in the experience. Our target audience is

for any guest that is 10 and up. It will also be targeted to guests that can handle extreme movement

and flashing lights.It will cost 250 million dollars to make to ride and it will cost another 30 million to

build the area around it. This area will feature all the elements found in a real rainforest. Another part of

our strategic plan is to add more entertainment to the park. This includes face painting stations,photo

booths,and comedian stages. We will also add a restaurant that matches the theme of the ride. It will be

called Travelers Laning and it will serve American style food. The strategic plan will also introduce new

seasonal events. These events will include a summer bash and a New Years Eve party.

❖ Part 2
 To market our new events and rides we will run a whole promotional event. We will make

separate ads for each new attraction and run it on Youtube and other streaming platforms. We will also

make billboards and put them in all the highways that run through the states that our parks are located

in. We will have a special promotion that consists of 5 dollars off of guest tickets if they come within two

weeks after the new rides opening. The same thing applies to the new restaurant as well, the only

difference is that it will be five dollars off of the guest’s food.

In order to implement our new strategy we will add the ride and other new activities in a coastal

area of the park. We will organize this area so that it increases attendance at that area of the park. For

our new ride Treasure Trek, we will put this attraction in the Coastal Section of the park. We will add on

to the park by buying land to add on to the section to make room for the Treasure Trek ride along with a

corresponding restaurant, gold mine face painting, comedian stages, and more!
 Work Cited

Brockbank, James. “The Ultimate Guide to Six Flags Locations in the US.” The Family Vacation

Guide, 20 Apr. 2022, https://www.thefamilyvacationguide.com/usa/six-flags-locations/.

“Community - Six Flags America.” Six Flags, 23 Feb. 2022,

https://www.sixflags.com/america/about-us/community#:~:text=The%20mission%20of%20Six

%20Flags,States%20to%20Canada%20to%20Mexico.
“Leadership.” – Six Flags,

https://investors.sixflags.com/corporate-governance/leadership#:~:text=Mario%20Centola

%20was%20named%20Senior,including%20sales%20and%20corporate%20partnerships.

“Park Services - Six Flags America.” Six Flags, 10 June 2021,

https://www.sixflags.com/america/help/park-services.

“Roller Coasters & Thrill Rides: Busch Gardens Williamsburg.” Roller Coasters & Thrill Rides |

Busch Gardens Williamsburg, https://buschgardens.com/williamsburg/rides/.

“Six Flags Announces Second Quarter 2022 Performance.” – Six Flags,

https://investors.sixflags.com/news-and-events/press-releases/2022/08-11-2022-110033684.

BE SURE TO ADD–Marketing activities to promote your new ideas from strategy 1

○ Ads, social media campaigns, special events, sales promotions

● Procedure:
○ Explain the steps it will take to implement your new strategy. Be
detailed! You may use charts, table and diagrams to illustrate the
process.
● Make sure to add a works cited to end of management plan