Corporate buzzword bingo from Six Flags

January 18, 2024, 4:51 PM

Once in a while, I get a press release that defies my attempts to distill it. These releases are best appreciated in their original form, as that form transcends any of the information contained within. Therefore, I present for your reading pleasure, this from Six Flags today.

Buckle up.

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Six Flags Entertainment Corporation, the world’s largest regional theme park company and the largest operator of water parks in North America, today announced that it has launched the largest digital alliance in the theme park industry, partnering with Google, HCL Tech, Dell, Snowflake, Fueled, and Pure Imagination Studios. The digital alliance—a first of its kind in the theme park industry— will offer cutting-edge technologies from best-in-class companies to benefit both guests and team members.

The technological advancements spearheaded by this alliance aim to redefine the guest experience across multiple touchpoints. Our initiatives focus on streamlining pre-visit planning through intelligent recommendation systems, elevating real-time engagement during the visit with personalized, AI-driven notifications and virtual assistant support, and enriching post-visit interactions via insightful analytics that tailor future recommendations and offers.

"Our guests are at the center of everything we do, and we want to give them the best possible experience when they visit our parks," said Selim Bassoul, CEO of Six Flags. "By partnering with the best-in-class companies, we are using data and technology to accelerate innovation and revolutionize the theme park industry."

"Six Flags is leading the way on technology, harnessing the power of an alliance to accelerate innovation and seamlessly blend brands into the guest experience through multiple touchpoints in the park," said Omar Jacques Omran, Chief Digital Officer at Six Flags. "Our guests will benefit from the latest technology to make their visit more personalized, enjoyable, and memorable."

Alliance members will play an important role in advancing innovation in the industry by harnessing their unique capabilities and technology:

"As Six Flags’ primary cloud provider and AI innovation partner, Google Cloud is ready to make AI and cloud technologies more accessible to more people across the theme park industry,” said Thomas Kurian, CEO of Google Cloud. “Through this alliance, the industry can take advantage of our innovations in data, technical infrastructure, cybersecurity, and AI to create memorable and tailored guest experiences.”

“HCLTech looks forward to enabling Six Flags accelerate its digital transformation initiatives to personalize and enhance its guest experiences,” said Hari Sadarahalli, Corporate Vice President for Engineering and R&D Services (ERS) at HCLTech. “As the digital engineering and system integration partner, we will leverage our expertise across AI, Analytics, Cloud and Digital Engineering to integrate varied and complex systems, enabling Six Flags to provide a connected and cohesive experience across all its parks."

“There’s no doubt about it – the advances of generative AI and the hardware that powers its capabilities will revolutionize the customer experience whether you’re at home or at the amusement park,” said Jeff Boudreau, chief AI officer, Dell Technologies. “Working with Six Flags, Dell Technologies is helping fuel the next level of AI-enabled family adventures.”

"The Snowflake Data Cloud will help this newly formed digital alliance harness the power of data and improve their guests' experiences," said Bill Stratton, Global Industry GTM Lead, Media, Entertainment, and Advertising, Snowflake. "With Snowflake's single, integrated platform, and the ability to make the complex simple, Six Flags will be able to gain new insights into guest behavior and deliver personalized experiences."

“At Fueled, we are passionate about applying our expertise in mobile app design and development,” said Rameet Chawla, Founder and CEO of Fueled. “Our team worked closely with Six Flags to enhance their guest experience by providing tailored content, streamlining automation, and offering customizable visit options.”

Joshua Wexler, CEO of Pure Imagination Studios, said: "Pure Imagination Studios is delivering an elevated level of innovation in AR, VR and animation that will bring Six Flags into the metaverse and the future of experiential entertainment. Through exceptional storytelling and expanded interactivity and game play in both the physical and digital worlds, we will transport guests of all ages to places that are not bound by traditional physical rides, visuals or reactions. We will ignite their wildest imaginations."

The new latest technologies will revolutionize the guest experience by introducing immersive and interactive elements that are unparalleled in the theme park industry. Leveraging data-driven personalization, we'll provide tailored experiences for each guest, setting a new standard for customer engagement. The digital alliance is poised to unveil these groundbreaking innovations in the coming months.

Replies (5)

January 18, 2024, 6:17 PM

"We're developing a new parks app"

I hope the SF marketing department got paid by the word for that one, and it's coming straight out of Mr. Bassoul's $3 million merger bonus.

January 19, 2024, 8:33 AM

Not to downplay the need for a new Six Flags app because it is desperately needed. The update that was launched last year is awful. With that said, this is the most hilarious press release I've read in a long time. It literally says nothing, but takes 12 paragraphs to do it.

This release is straight out of 1998, when companies would issue press releases like this announcing a new website and then expect (and usually get a stock price bump). I remember when Books-a-Million (BAMM) announced their website to take on and defeat Amazon. LOL

January 19, 2024, 3:01 PM

Anyone else get Jabberwocky vibes from Better Off Ted?? lol

January 19, 2024, 3:13 PM

This reads more like a LinkedIn post than a press release. All it's really saying is "this is our stack & vendors, come work for us!"

January 20, 2024, 9:30 AM

Maybe they can “elevate” the consumer experience by engaging in some “best-in-class” hiring and staffing practices, thusly “enhancing” our ability to wait less than 20 minutes in line for a beverage, and more crucially allowing us that much more time to interact and “streamline” our experience across more “touchpoints” with something in our hand in a timely fashion. The drink might not make us a better person, but we’ll FEEL better. And maybe SMARTER too. And that will ultimately be the “AI Innovation” that keeps us coming back.

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