January 16, 2008
Major gamble pays off as park transformation results in successful 2007 season
JANUARY 16, 2008 - VALLEJO, CA - January 17 marks the one-year anniversary of the name change and rebranding of the former Six Flags Marine World to the more fitting Six Flags Discovery Kingdom, the 135-acre wildlife and theme park located in Vallejo, CA since 1985 and previously in Redwood City since 1968. The name change one year ago was just the beginning of a philosophical and physical transformation that has proven to be a successful and exciting blend of the unique offerings of the park with a renewed focus on providing guests with a clean, safe and family-friendly environment.
"We announced our name change on January 17, 2007," said Martin Lathrop, park president. "Many wondered what the name really meant and if they would truly see or feel a change at the park. I'm happy to report that when we opened our doors last March 24, Moms, Dads and kids alike came out in full force to see the entire park transformed into the embodiment of our newly-themed areas - land, sea and sky. Excitement, anticipation, we had it all."
The purpose of the name change was to better communicate the distinctive attractions of the park, with LAND symbolizing the land animals, SEA representing marine life and SKY, the popularity of the park's roller coasters and themed rides. Large iconic and colorful animal sculptures were installed to serve as entry portals, orienting guests through to the different themed areas and providing for the first time, a systematic approach to maneuvering through the park.
With a renewed focus on creating a more family-friendly setting, greater emphasis was placed on guest satisfaction and providing a truly world-class experience for families to enjoy.. As part of that commitment, a strict Guest Code of Conduct was instituted, whereas all guests were expected to behave appropriately, not use offensive language and adhere to proper dress attire, i.e., shirts and footwear. In addition, smokers who violated the park's strict no smoking except in designated areas policy after a warning were thereafter ejected from the park.
"We are very serious about our Guest Code of Conduct. We're sending a message to guests that they be considerate to those around them," said Lathrop. "In our guest satisfaction surveys, we received strong feedback that guests feel comfortable bringing their children here without the fear of exposing them to untoward behavior."
The park also embarked on a mission of cleanliness, which in some respects may seem minor, but in the universe of a theme park environment, essential in conveying an atmosphere of warmth and hospitality. Staff members, at every level, were encouraged to pick up litter as they walked through the park and the result was an increased guest satisfaction rating from last year regarding park cleanliness.
Guests entering the park in the 2007 operating season were greeted by a new attraction - animals and their trainers on the Kingdom Stage, providing guests with an opportunity to meet an animal - an elephant, camel, zebra calf and an assortment of reptiles, mammals or birds. The season also saw the introduction of Captain Lee, chief explorer and park ambassador, who became the park's spokesperson and guests could follow veteran trainer Lee Munro as he participated in various wildlife shows throughout the park. To tie in the new Land, Sea & Sky themes, animal stars were highlighted on everything from banners to stadium names, as Odin the white Bengal tiger, for example, was given the designation of Odin's Tiger Island.
Among the highlights of the season was the opening of the new Thomas TownSM, a kids' play area based on the popular Thomas the Tank Engine book and television series. New shows were developed for Shouka, the killer whale that included a new Shoukatron with underwater camera angles, and the upbeat Merlin's Island Party, opened in Merlin's Dolphin Harbor. A high-energy African acrobat troupe also performed as MaBoomBoom in the Jungle Theater and thrilled audiences all summer long.
The park's normal operating season was extended through December and into the early part of January as the inaugural Holiday in the Park event debuted. Featuring the world's largest Christmas tree at 125', the event also featured all new holiday themed shows and areas, such as Candy Cane Lane, Christmas Tree Forest and Winter Wonderland.
"In my opinion, we really delivered on the name change. The powerful advertising exposure helped to create an air of excitement that the park was different yet still offered the favorite rides and attractions guests come back for again and again," said Lathrop. "Looking back, 2007 was a very rewarding year for our park. In 2008, we will carry on and expand our themes of Land, Sea & Sky, and in the Spring, we'll introduce Tony Hawk's Big Spin, the first new roller coaster in five years. The best is yet to come."
