Now that the dust settled, I’d like to add my own thoughts to the recent debate over the rebranding of Six Flags Marine World. I have to confess I’ve only been there once (long ago), and I frankly can’t remember much about the experience. That said (and knowing they’re in a tough spot financially), I believe they’re headed in the wrong direction.
Like many in the theme park industry, Six Flags is breaking the cardinal rule of positioning — don’t try to be all things to all people. The newly-rebranded park already faces stiff competition from its equally generic cross-town rival, Paramount’s Great America, and it will never “own” the words “discovery” or ”kingdom” in the minds of theme park-goers (SeaWorld and Disney got there first).
What should they do now? My blue sky thinking is to divide the park in two.
The first park (which would keep the “Discovery Kingdom” name until it can be gracefully changed) should focus on the natural and prehistory of California, including the conservation of our many endangered species and habitats, a ride-based exploration of California’s wonderful Ice Age past (lions, and tigers, and bears! Oh my!), and an authentic celebration of our rich Native American heritage.
The second park should focus on being a microcosm of the Bay Area experience, including thrill rides based upon the Barbary Coast, the Gold Rush, the redwood logging empires, Chinatown, North Beach, etc.
Add a shopping street, a live entertainment venue, and potential partnerships with Lucasfilm and the Monterey Bay Aquarium, and you’ve got yourself a three-day destination brand that should appeal to visitors and locals alike.
Easy to do? No. But it’s better than being a perennial me-too, also-ran in an already-crowded industry.