Why Six Flags Is Going for Frills Over Thrills

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Why Six Flags Is Going for Frills Over Thrills
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After a steep drop in attendance, Six Flags is trying to upgrade its brand and cater to families with young children. Brace yourself for 'strollerpalooza.'

After a steep drop in attendance, the theme-park operator is trying to upgrade its brand and cater to families with young childrenTap story

Workers spent the months leading up to its crucial summer season adding thousands of plants and trees, doubling the number of trash cans, installing hundreds of new tables and speeding up food-service lines. “It’s going to be strollerpalooza,” said Jeffrey Siebert, president of Six Flags Fiesta Texas. The park is preparing to open its new Kid Flash Cosmic Coaster, which the company assigns a “mild” thrill level.

This year, Six Flags is pouring $150 million into upgrading the parks’ ambience, counting on family-friendly amenities like cleaner bathrooms and more shady seating to attract new visitors and persuade previous ones to give the parks another chance.

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