Six Flags, Inc.: It's Playtime campaign
Rayna BaileyOVERVIEW
With 30 theme parks in North America and 8 in Europe in 2004, Six Flags, Inc., was the world's second-largest operator of theme parks, surpassed only by Walt Disney Parks and Resorts. But the company's parks were showing their age, attendance was on a downhill slide (falling 2.7 percent in the first nine months of 2003), and Six Flags was mired in a $2.3 billion debt. Six Flags announced that, to help pay down its debt, it would sell its European parks for $345 million and its park in Cleveland, Ohio,...