Six Flags CEO Mark Shapiro. Photo courtesy www.NABShow.com.
In a keynote address at the National Association of Broadcasters convention in Las Vegas yesterday, Six Flags Inc. CEO Mark Shapiro discussed plans to make the amusement park company less focused on roller coasters and "rides on cement" and more about thematic character and story elements similar to Disney's theme parks.
In the coming months, Six Flags will introduce its own cast of characters to promote its 21 parks and entertain visiting guests.
"Approaching Six Flags is like building Disney, backward," he said. "The focus and the root of all and everything we do is the storytelling itself."
According to Shapiro, Six Flags has spent $100 million to reinvent itself as an entertainment company, including purchasing a half interest in Dick Clark Productions Inc. last year.
Source: AP/MSN Money