Six Flags CEO jumps right in
lkgeo1
Mark Shapiro is not afraid to make changes
DEREK PRUITT - DPR...@POSTSTAR.COM
Six Flags CEO Mark Shapiro walks with his 2-year-old son, Jeffrey,
across the new pedestrian bridge on their way to Great Escape and
Splashwater Kingdom. After six months at his new post, Shapiro was in
town with his family to check out Great Escape.
DEREK PRUITT - DPR...@POSTSTAR.COM
Jack Shapiro, 5, exchanges a high-five with Robin, Batman's sidekick,
as he enters Great Escape last week as his father, Six Flags CEO Mark
Shapiro, looks on. Shapiro visited the park with his family for the
first time, after being named CEO about six months ago.
By MARK MAHONEY
mah...@poststar.com
Published on 6/18/2006
QUEENSBURY -- Caressing a cell phone in his left hand and pushing a
supersized-stroller with his right, the lanky guy in the pinstripe suit
strides purposefully up a small hill at the Great Escape amusement
park.
His conversation suddenly over, he snaps the phone closed and turns his
attention to a large figure looming in front of him.
"Look!" he shouts to his son in the stroller. "Scooby!"
The boss is in the house, and he's having a blast.
For Mark Shapiro, being chief executive officer of the world's
second-largest amusement empire is more than just a really cool job.
It's a family adventure.
During an interview with Post-Star editors at Great Escape last Sunday,
the quick-talking 36-year-old former ESPN wunderkind is bursting with
opinions, ideas and lots of questions -- all with the underlying
message of improving people's experience.
Pointing to a crowd of patrons crossing Route 9 from the parking lot
near Martha's, he asks Great Escape General Manager Scott Maupin why
the new pedestrian bridge isn't open yet (last-minute touches still
need to be done), and why it wasn't built closer to where people are
accustomed to crossing (infrastructure issues, Maupin answers).
Inside the park, Shapiro points to a rusty piece of pipe and some dirt
inside an empty moat surrounding a small fenced-in castle. Within
minutes, one park worker has whisked the pipe away and another is
sweeping out the empty pool. Cleanliness, he says, is important to
families.
When informed that some of the old child-sized buildings, statues and
displays were designed by original Disney artists, his eyes lit up.
"Wow," he says, telling Maupin that visitors would be interested in
that bit of information and suggesting that plaques be placed on the
historic structures.
As one of his young sons wanders in and out through the little doors of
a kid-sized building near the train station, Shapiro wonders aloud
whether the buildings could perhaps be moved to a single location
within the park. (Some could, Maupin says; others might not survive the
trip.)
Passing the pizza stand, he notes the $6.50 price. He orders staff to
lower it to $5.
Like a kid on his first trip to FAO Schwarz, Shapiro further marvels at
the swan boats and the Storytown Train that his youngest son is dying
to ride. No doubt cognizant of the two Post-Star editors standing
within earshot, he enthusiastically declares, "This is really a family
place!"
CEO and family man, running an amusement park empire.
Shapiro describes himself as a detail guy, but one willing to give
local managers a lot of latitude to run their parks as they see fit.
But he also has to look at the big picture, viewing Six Flags from two
perspectives.
In one way, he's looking it through the eyes of a financial officer,
charged with reinventing a mismanaged and financially ailing
corporation that's playing catch-up after failing for years to adapt to
people's changing entertainment needs.
In another, he's looking at it through the eyes of a family man --
trying to give his kids and parents like himself a clean, healthy,
enjoyable 10 hours of entertainment for their money.
He knows he's got a huge job ahead of him, turning around a company
that's $2 billion in debt.
He said he plans to do it, in part, by changing the company's image
from a thrill-ride haven for teenagers to more of a "family" place.
He's not just talking in generalities. He knows that teenagers only
make up 20 percent of the fan base. While thrill rides will still be a
big part of the Six Flags experience, Shapiro wants to grab that other
80 percent.
Families, he said, want a full experience for the price of admission
beyond roller coasters. They want clean parks and attractions they can
share with their kids. They want a pleasant visual experience, which
accounts for the thousands of dollars Great Escape has spent in new
landscaping and paint this year.
He's even willing to install high-tech video games in parks if that's
what it takes to bring families in.
When pitching ideas
for changing the company's image, he's not afraid to mention his former
employer, Disney, and he's unapologetic about taking pages out of the
Disney playbook.
One concept: The more characters you have, the more likely you are to
find one that appeals to a child. If your kid likes Scooby, he says,
there's Scooby. If he likes Bugs Bunny, we've got Bugs Bunny, too. In
Shapiro's Six Flags, the more melodies, the merrier. It's part of a
concept he calls "mass customization."
Great Escape also has just started a daily character parade through the
park, marked by giant, white rabbit footprints on the sidewalk, as well
as regular character meals for kids, two other Disney staples.
While talking about Great Escape, he even let the word "kingdom" slip
into the conversation. His PR people later assured us he was talking
about "Splashwater Kingdom," not the "other" kingdom.
When confronted with questions about the seemingly high prices the
company charges for admission and food at Six Flags parks, he comes
back with talk about value. He's quick to note that the prices charged
at Six Flags parks are comparable to or lower than other entertainment
options, including going to the movies and yes, Disney.
And while keeping prices
competitive, he says he's working to give people a better product for
their dollar. People, he reasons, are willing to pay for value.
After spending the weekend at Six Flags' big new hotel and water park,
the CEO said over breakfast last Sunday that he'd planned to return
home later that day so he could get to the office early the next
morning.
But he was victimized by his own message.
His wife and kids were having such a great time, they wanted to stay
another night.
The CEO couldn't argue. The family man gave in.
kirk_ri...@yahoo.com
should visit more parks like Great Escape.....check out Knoebels,
Kennywood, Idlewild and Holiday World...for some great family ideas. -
Kirk
Marshall
<kirk_ri...@yahoo.com> wrote in message
news:1150636174....@h76g2000cwa.googlegroups.com...
>A fairly decent story that seems to add a little hope. Mark...you
> should visit more parks like Great Escape.....check out Knoebels,
> Kennywood, Idlewild and Holiday World...for some great family ideas. -
> Kirk
>
....all parks with NO characters stalking around....
Honestly, the story just reinforces the idea that the kid is in wayyyy over
his head.
ace
there is the owners who are charecters.
Bill B.
> >A fairly decent story that seems to add a little hope. Mark...you
> > should visit more parks like Great Escape.....check out Knoebels,
> > Kennywood, Idlewild and Holiday World...for some great family ideas. -
>
>
> Honestly, the story just reinforces the idea that the kid is in wayyyy
over
> his head.
"Open mouth, insert foot..."
WTF are you talking about? Both HW and Kennywood have costumed characters
actively in the park?!?!?
ace
holiblog and santa.
ace
ace
Bill B.
>
> Holidog!
http://www.geocities.com/le_cachot/kennywoodpark/142.jpg
Kenny Kangaroo!11
Marshall
"Bill B." <w.buc...@verizon.delete.net> wrote in message
news:a_elg.18303$YI2.3096@trnddc01...
And to expand on the point...neither of those parks shove the presence of
the park mascot down the guests throat.
Holidog shows up in kiddieland, Kenny....heck I dont even remember the park
acknowledging Kenny existed except on the Kangaroo. Heck, even Disney keep
the costumes down to the front gate and the parade.
Santa has Cringles...leave Batman in the Batcave.
David Sandborg
"Marshall" <dest...@BRAKESiquest.net> wrote:
> "Bill B." <w.buc...@verizon.delete.net> wrote in message
> news:a_elg.18303$YI2.3096@trnddc01...
> >> http://www.holidayworld.com/images/(Y)_0003.jpg
> >>
> >> Holidog!
> >
> >
> > http://www.geocities.com/le_cachot/kennywoodpark/142.jpg
> >
> > Kenny Kangaroo!11
> >
> >
>
> And to expand on the point...neither of those parks shove the presence of
> the park mascot down the guests throat.
In what way is Six Flags "shoving down the throat" that's different from
what Kennywood, etc., do? You must have had negative experiences at Six
Flags parks this year to form your opinion, right? Care to describe
them?
> Holidog shows up in kiddieland, Kenny....heck I dont even remember the park
> acknowledging Kenny existed except on the Kangaroo.
Not in the least. Kenny wanders around the park frequently, and also
appears at promotional events. The locals are well aware of
Kenny..."he" was a popular sight at the Super Bowl celebration.
Nobody's mentioned Garfield, who also wanders about Kennywood quite
freqently, and has a ride themed to him. Bad move on Kennywood's part,
I think, but only because I dislike the character.
> Heck, even Disney keep
> the costumes down to the front gate and the parade.
At Six Flags yesterday I saw a couple of characters once, and a parade.
It's not like the characters are coming up and bothering people.
> Santa has Cringles...leave Batman in the Batcave.
Nobody's mentioned IOA, which I recall having Spider-Man and other
Marvel characters walking about prominently. People here seemed to like
that theming element when the park first opened...
--
Dave Sandborg
Remove Spam-away to respond via e-mail.
Brian
themes?
Keith Hopkins
news:sanddave-4B8ACD...@news.west.earthlink.net...
>
> Nobody's mentioned IOA, which I recall having Spider-Man and other
> Marvel characters walking about prominently. People here seemed to like
> that theming element when the park first opened...
Characters can really impact kids. At Animal Kingdom, I saw a young boy
having a conversation with Tarzan. The little guy was absolutely enchanted,
because he was talking to TARZAN. I have no doubt that it will be a
lifelong memory for him.
The guy playing Tarzan was really good, too. Just the right look, athletic,
intense, even walked on his knuckles. Perfect emulation of the Disney
animated version in a real-life form.
--
Keith Hopkins
suss...@sssssssssgmail.ssssssssscom
[clear up the hissing to email]
"The Tumble Bug is open, dammit."
Mike Kallay
Marshall wrote:
> Heck, even Disney keep
> the costumes down to the front gate and the parade.
That's definitely not true. Disney is pretty famous for setting up
autograph zones around the parks as well as having strolling characters
flanked by helpers.
It's pretty rare that you'd walk through a Disney park and *not* see a
character or two posing for pictures or signing autographs. Like Keith
said, it's a simple but profound way to connect with the little guests.
And, Shapiro's smart for pushing for it.
/mike
Rob Ascough
"Mike Kallay" <kal...@ghostrider.org> wrote in message
news:1150733735....@h76g2000cwa.googlegroups.com...
> It's pretty rare that you'd walk through a Disney park and *not* see a
> character or two posing for pictures or signing autographs. Like Keith
> said, it's a simple but profound way to connect with the little guests.
> And, Shapiro's smart for pushing for it.
Right. It leaves an impact on the little ones. How many times have you
asked a kid about their trip to Disney and they reply, "I got to meet Mickey
Mouse!" Making positive memories is a good idea- kids are more likely to
think of the characters they met instead of the long lines they waited in.
Tikifire
beating up the characters... seriously... those poor girls in the Mickey
and Minnie costumes were getting cracked ribs and such...