March 26, 2008
IN BRIEF: TOURISM, FILM AND THE ARTS NEWS

Six Flags president cites value of tourism employees
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Treating employees right is a mantra for Six Flags America, Prather says. “We know that the better we treat the employees, the better we’re able to deliver a great product. We consider the potential outcomes with each of our employees; we get the best of the best.” Six Flags America in Largo fills more than 2,000 jobs during the summer season – as many as 2,500 during peak times – while maintaining a year-round staff of about 100, mostly office workers.

“Six Flags America is a great place to work,” he says. “Our team members have the chance to meet literally millions of the people who come into the park. It’s not like seeing the same people in an office set-up.”

“We have special programs for our team members” – including, exclusive access to the park after hours, food at subsidized prices, and a $25,000 scholarship program. “The scholarship program has been going on for more than nine or ten years; we raise the money internally. It’s a very competitive process. It gives our employees a chance to pursue careers in such fields as finance, accounting and marketing. And, we provide internships for college students in those fields.”

More than 20 years
Prather has worked in the tourism industry for more than 20 years. “Promoting an understanding of the industry and the value of its economic impact is what drives me,” he says. “It’s up to people in the industry to get the word out – to promote and sell it – and for our politicians and legislators to embrace it.”

On a personal level, Prather says he wants to “get people to understand that tourism is not just a summer job.” When Prather started in the industry, he didn’t have that mindset. He worked at Sea World in San Antonio, Texas, on the construction team and became manager of maintenance. “I didn’t think of tourism as a career. It was a job,” he says.

“Once I got into it, my thinking changed. I realized it was a way of life and along the way, I had some great mentors,” he says. After 10 years at Sea World, he left to manage a science and history museum in San Antonio. “I found out that museums are just as much part of the tourism industry as anyplace else.” From there, he went to Six Flags New Orleans.

Having worked in Texas and Louisiana, he recognized those states as tourist destinations – something he did not equate with Maryland before coming here. “Now, I know,” he says. “The potential here is unbelievable.”

“In business, it’s all about location,” he says. “Theme parks are no different when it comes to that.” He’s enthusiastic when he considers that “12 million people can get to us in a couple hours drive. That’s huge.”

Stressing value
Addressing the current economic climate, Prather says all of Six Flags’ advertising stresses value. “It’s about stretching the entertainment dollar.” Six Flags offers a $49.99 season pass, Prather says, which “is cheaper than a lot of pool memberships – and, we have a water park here, too. We’re feeling optimistic. The stars are lining up just right.”

More than 30 percent of the park’s patrons use a season pass, Prather says. “We’re constantly doing research to evaluate who’s coming.” Season-pass holders can also use their pass at all Six Flags parks.

“Everyday, I start with the big picture,” Prather says. “I consider the park’s customers, the season-pass holders, and our individual team members.”

Terry Prather has been a member of the Maryland Tourism Development Board since last summer.