Posted on Fri, Jan. 12, 2007
Marine World ready to take on new name
VALLEJO: Industry sources say park's announcement also to include design changes
By Matthias Gafni
MEDIANEWS STAFF
The Marine World brand will soon be sleeping with the fishes.
On Wednesday, Six Flags President and CEO Mark Shapiro is scheduled to visit the Vallejo park and announce its new name - Six Flags Discovery Kingdom - industry sources said Thursday.
The corporate head will also announce a new design to the park, dividing the property into Sky, Sea and Land, sources said.
"It's the whole re-branding thing," said Tim Baldwin, a writer with Texas-based amusement park trade magazine Amusement Today.
"They're trying to capture a little niche with each part of the park offering a different experience," he said.
Six Flags officials remained tight-lipped Thursday about what they planned to announce.
"We don't want to confirm anything right now," said park spokeswoman Nancy Chan. "Everything is under a shroud of secrecy."
Speculation grew last week when park officials mailed out press fliers announcing Wednesday's press conference with Shapiro, touting a "landmark announcement."
"We are aware they intend to change the name of the park," said Jim Reikowsky, of the Vallejo Convention and Visitors Bureau, who had not yet learned the new name.
Six Flags Marine World came to Vallejo from Redwood City in 1986 as Marine World Africa USA.
In addition to the name change and new park design, the park plans on adding a Holiday in the Park event for December 2007, said Amusement Today editor/publisher Gary Slade.
"It's a themed-Christmas operation. They put up millions and millions of Christmas lights, have Christmas-themed shows, Christmas decorations," Slade said. "It's like their Halloween event (Fright Fest), but for Christmas.
"It's a good way for Six Flags to stretch the season to make more money and stretch their revenue, but at the same time it also keeps your kids employed -- offering more economic assistance to your community."
The park's plans came to light as Six Flags, Inc. announced Thursday it agreed to sell three of its water parks, including Concord's Waterworld USA, and four of its theme parks.
The Vallejo park appears safe.
"I would anticipate at this time, with them adding the holiday park and the name change that this is a park they want to hang on to," Slade said.
Reach Matthias Gafni of the Vallejo Times-Herald at mgafni@thnewsnet.com or 707-553-6825.
Name changes
Marine World Africa USA moved to Vallejo and became, successively:
? New Marine World Theme Park
? Six Flags Marine World
? Six Flags Discovery Kingdom (to debut this year)
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