Trulaske marketing professor shares insights on purchase of two Missouri theme parks
We spoke with Rose Downs, an assistant teaching professor of marketing in the University of Missouri’s Robert J. Trulaske, Sr. College of Business, to learn more about the recent sale of Six Flags St. Louis and Worlds of Fun in Kansas City to Kansas City-based EPR Properties and how it could shape visitor experience moving forward.
What impact to overall branding might we see as a result of the sale of Six Flags St. Louis and Worlds of Fun to EPR Properties and Enchanted Parks?
Downs: There likely will be a change to the overall branding, especially for Six Flags St. Louis. When reading the press release from EPR Properties, I noticed they will acquire property names that are not specifically branded with Six Flags (likely Worlds of Fun). We may see that the Worlds of Fun branding stays more similar to how it was before, but I would imagine that EPR Properties and Enchanted Parks will put their own spin on both parks to make a more cohesive offering.
How could that potentially shape visitor experience?
Downs: Theme parks are about having fun and maybe getting a little bit of an escape from the day-to-day, and I think focusing on providing visitors a consistent, but differentiated experience across all parks is important regardless of the brand!
How important is theming to the success of an amusement park?
Downs: I do think theming is important to the success of an amusement park as it shapes the overall experience and sets the park apart from other options. For instance, I love Peanuts, specifically Snoopy, and if there were two parks I was choosing between and one had Peanuts-themed rides and merchandise, I would pick that over the other. Theming helps the visitor connect to the park on a more personal and emotional level.
As part of the deal, Six Flags St. Louis will no longer carry the “Six Flags” name that it’s held for more than 50 years. How important do you think that is in terms of guest experiences?
Downs: While Six Flags has had a great history over the last 50+ years, EPR Properties and Enchanted Parks have an opportunity to create an exciting next 50+ years. With EPR based in Missouri, it’s particularly exciting that they have an opportunity to shape two of our biggest attractions in the state. Once the park transitions from the “Six Flags” name, I think there are other ways to maintain what Six Flags St. Louis stands for in their visitors’ mind, like offering great rides, great food, a fun place to go with friends and family.
How can companies maintain multigenerational memories during a transition of this nature? Or is it more effective to start fresh with all-new branding?
Downs: Pulling from my answer above, I think the way the park makes you feel and the experiences you have with the people who matter most is the way to maintain multigenerational memories during a transition like this one.
Both theme parks are Show Me State icons. How might the sale impact tourism?
Downs: I think what is unique about this sale is that like I mentioned earlier, EPR Properties is actually based in Kansas City, Missouri. This connection is a really great opportunity to highlight that these parks will still be Show Me State icons now owned by a Show Me State company!
For long-time fans who are planning a visit this summer — particularly visitors to Six Flags St. Louis, which will change its name after this year — what are some ways they can capture and preserve that sense of nostalgia for themselves before the rebranding?
Downs: By honoring passes already sold for the current season and keeping the Six Flags brand throughout the transition, EPR Properties and Enchanted Parks are giving long-time fans time to adjust to the change rather than making it overnight. Although I’m sure it will be hard for some of their really loyal fans, fans know when to expect the change. One of the fun things about theme parks is the classic types of food. I’m thinking fries, hot dogs, funnel cakes, Dippin Dots, slushies, and other things like that. For the parks, continuing to offer these classic and nostalgic foods is a way to preserve that sense of nostalgia for people.
Mizzou’s Robert J. Trulaske, Sr. College of Business prepares students for success as global citizens, business leaders, scholars, innovators and entrepreneurs by providing access to transformative technologies, offering experience-centered learning opportunities and fostering an entrepreneurial mindset.