Six Flags is like every other struggling business out there trying to stay afloat in this economy. In an SEC filing released last week, it stated that unless Six Flag’s can restructure its debt, it may have to file for bankruptcy. It has been an institution of wonderful childhood memories for the last 48 years and it would be a shame to see it become another victim of a dwindling economy. As a brand that thrives on innovation, they have now decided to step foot into the beauty industry. You heard me right, Six Flags is now looking to capitalize on the seemingly recession-proof industry of beauty for their brand extension. Six Flag’s hair salon Rollercoaster Cuts made it’s grand opening this past Saturday in West Hartford’s Blue Back Square Park. Scissors may not the first thought that comes to mind when you think of their amusement parks, but it does make me wonder--will this new brand extension help them beat the recession by targeting a very defined niche in their demographic?
It is true that parents often struggle to get their children to sit still for haircuts often having to resort to bribing (we're sure Shannon would agree) and associating the experience similar to that of dragging yourself to the dentist. So creating an environment that is more thriller-oriented than stress-related may be genius indeed.
Once inside the brightly colored boutique, kids are immersed in an interactive, roller coaster spinning, Six Flags theme park experience. The multi-sensory experience is dually purposed to be a well balanced mix of fun as well as marketing for the theme park. There are 8 custom built coaster cars poised as hair styling stations, each one is named after a roller coaster and equipped with a flat screen television that showcases (err promotes) videos of Six Flags adrenaline pumping rides and attractions, Six Flags TV, music stations and even Playstation 2 for kids to distract themselves playing video games all while getting their hair cut. Customers of the salon are also able to purchase tickets to the amusement park at a discounted rate.
While this "hair raising" experience may be pleasurable for kids, for price conscious adults, not so much. Prices range from $19.99 for a simple haircut (not including shampoo and styling which are extra) to $45 dollars which include such amenities such as t-shirts, VIP photos, sports balls, lip gloss and even capes. It's brave to test the waters in a new market during such a turbulent time, but is it so smart to have a price point that some may consider a little costly for their wallets in this recession? As far as we can see, this is a time when consumers are cutting back.
This may be a great tactic create excitement geared to increase foot traffic into their theme park during a time when a $50 per person ticket may be considered a luxury, but will this market penetration technique overall create enough positive publicity and buzz for this business to succeed?
Tags: Lifestyle PR, Beauty PR
Posted by Angela Slowik on March 17, 2009 8:14 AM
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Comments (1)
Putting price aside, I think this is brilliant from a parent standpoint. Most especially if you have more than one child. It would make an otherwise mundane and sometimes stressful task, into something more enjoyable for both the parent and child(ren).
I also could see how all of the in-store marketing could get the kids hyped up to want to go to the theme park...and with the temptation of discount tickets mixed with the excitement (and possible puppy dog eyes) of the kids, how could a parent say no? Smart move.
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Shannon-Pierce Mattie PR |
March 17, 2009 9:58 AM
Posted on March 17, 2009 09:58