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Park People
Q Lines
Randal H Drew
Randal H (Randy) Drew has managed a variety of Do you plan any group branding across the
park portfolios across the United States. The venues?
creator of Alfa SmartParks is now back in the Our philosophy is to build local/regional brands
business with a passion as president and CEO of that have been established in the markets. For
PARC Management, based in Jacksonville, Florida. instance, Elitch Gardens has served its guests for
Together with Michael A Jenkins, he recently 117 years and is the oldest theme park west of the
completed the purchase of seven parks from Six Mississippi.
Flags Inc including Darien Lake, New York; Elitch Long before Six Flags, Elitch Gardens was a place
Gardens, Colorado; Frontier City & White Water generations came to enjoy great entertainment and
Bay, Oklahoma; Splashtown, Houston, Texas; create memories. Each park enjoys a rich heritage
Waterworld, California; and Wild Waves & and a unique place in its market. We want to
Enchanted Village, Washington. Here Randy takes ensure that each park builds upon its unique
time to talk to Park World. theme, strengths and place in its community.
Some observers believe you overpaid for the How do you protect yourself against a
seven parks because the return on investment takeover, or do you welcome the challenge?
is low. Others believe it was a bargain because We have a long-term plan for the continued expansion
it would have cost more to create these parks of our business, and as a closely held company we
from scratch, or because there is room to grow would not anticipate a takeover.
the business. Your thoughts?
While Six Flags may have viewed these parks as non- Any further expansion plans?
strategic to its business vision, PARC Management sees a We are investing over $5.6 million this year and
tremendous opportunity in these properties. The brand we plan to continue to invest in each of the
recognition and community goodwill these regional parks. We will also continue to seek acquisition
theme parks established long before they became Six opportunities within the entertainment industry
Flags-branded parks can be re-established and and opportunities to manage entertainment
embellished through sound management, strong facilities and parks for third-party owners.
consumer value in local markets, good corporate Through intrinsic growth at our parks, acquisitions
citizenship and increased local operational control. and management we expect to continue to grow
our business.
What do you plan to do with the parks
purchased from Six Flags? Can you tell us specifically what additions or
PARC Management will look to emphasise the local changes are planned for Darien Lake, Elitch
presence of these properties, including enabling more Gardens, Frontier City & White Water Bay,
management control based on local markets, increased Splashtown, Waterworld and Wild Waves &
community marketing activity and a strong focus to drive Enchanted Village?
local market value for the consumers. The goal is to New rides such as RipQurl, a ProSlide attraction, at
create parks that are reflective of their communities’ Denver, new shows such as Le Grande Cirque at
tastes and discretionary income levels. Darien Lake, and Quick Draw, and an award-winning
“
ride from Sally Corporation in Frontier City are just a
We decided The one park offered by Six Flags you did not few examples of the investments we're making in our
that it would be
purchase was Magic Mountain. Why? parks.
Six Flags decided not to include Magic Mountain and We are also implementing price freezes or rollbacks
best to empower Hurricane Harbor in the transaction. from the 2006 season to offer a more family friendly
the current
pricing structure. In addition, we’re eliminating all
Have you kept previous management teams in trans-fats from foods we prepare and increasing in-
management at place at the new parks or replaced them? park entertainment.
the parks as we
We decided that it would be best to empower the current
management at the parks as we transition from a Although reinvestment is critical in attracting
transition from a national brand to local/regional parks. Our focus is to repeat customers, in the past few years Six
national brand
provide exceptional entertainment in a safe and Flags did not significantly reinvest in parks
wholesome environment where families can create such as Darien Lake because of their debt
to local/regional treasured memories for generations. The park teams are load. What are your longer term investment
parks
part of the community. They live, shop, and eat with their plans?
”
guests each day and understand the needs of the Moving forward, we plan to deploy in excess of
communities they serve. $30 Million over the next five years.
24 JUNE 2007
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