Revitalizing Mature Parks for Increased Profit
Kieran Burke, as CEO of Six Flags, lead the comprehensive transformation of many smaller, family parks into vibrant, contemporary theme parks that delivered exceptional attendance and revenue increases. He guided the team with the planning and execution of extensive design work, investment in new rides, attractions, food and merchandise facilities, and improved marketing including the iconic “Mr. Six” television campaign.
Revitalized Parks
| Former Park | New Park | Location |
|---|---|---|
| Riverside Park | Six Flags New England | Agawam, MA |
| Marine World USA | Six Flags Discovery Kingdom | Vallejo, CA |
| Adventure World | Six Flags America | Bowie, MD |
| Elitch Gardens | Six Flags Elitch Gardens | Denver, CO |
| Geauga Lake/Sea World Ohio | Six Flags Worlds of Adventure | Aurora, OH |
| Reino Aventura | Six Flags Mexico | Mexico City, MX |
| New Park Build | Warner Bros Movie World | Madrid, Spain |
Wet’n’Wild Toronto
In July 2016, Premier Parks leased a closed, defunct, and dilapidated 45-acre water park built in the 1980s from the Province of Ontario. Premier designed and financed a complete $25M renovation of the entire park in less than 8 months. The completed renovation project transformed the park into a vibrant destination re-branded as the all-new Wet ‘N’ Wild Toronto in June 2017.
Wet’n’Wild Splashtown
In February 2001, Premier Parks assumed management of Splashtown Water Park in Houston. Over the next three years, through expert marketing, experienced in-park revenue programs, and professional budgeting systems, they increased park attendance by 131,000 (43%), revenue by $3.8MM (43%), and cash flow by $5MM (112%). In December 2013, they executed a long-term lease and a $12MM capital plan to renovate and rebrand the park as Wet’n’Wild Splashtown. The project was complete in only four months and the market responded, growing attendance by 82,000 visitors. In five seasons, Premier Parks had increased attendance by 73%, revenue by 83%, and cash flow by 176%.