CASE HISTORY AND SAMPLE CLIPS
Our Big Idea Generates Off Season
Revenue in Six Flags Parks, Worldwide
Six Flag Magic Mountain, a local client, came to The Bohle Company with a challenge: help the park generate teen traffic during the winter months, when the park was losing money. Higher attendance figures were needed to cover maintenance costs for the rides, landscaping and ride crew. The park had to stay open.
STRATEGIES:
• The Bohle Company suggested the park hire a teacher to create a curriculum project for local area high school students on how physics were used in the design of roller coasters — and we located a local high school physics teacher willing to do it
• Invite classes to the park, regenerating student interest in coming back to on a weekend to go on more the rides
RESULTS:
• The first year, one class visited Six Flags Magic Mountain to do the course; each student was given a free return ticket and a discount for 5 friends; during the following month, more than 90% of the discounted ticket were redeemed
• The following year, 23 Southern California physics teachers and classes spent a weekday at the park. Teachers praised the program for encouraging students to understand how to apply what they had learned. The students loved spending a day at the park and returned with friends in ensuing weeks
• Over the next five years, the program was expanded to high school classes in 3, 6 and then all Six Flags parks in the U.S.
• Then the project went international
• Within 10 years, attendance attributed to Six Flags Annual Physics Day was more than 1 million return visits annually and other brands seeking the teen audience were paying all costs associated with having the annual event
