The American company Six Flags has a recipe of thrills for its 35 amusement parks in the U.S.A. and Europe. But above all the rides must be safe. ‘Just one serious accident would ruin the season – not just for us, but for all other amusement parks,’ says Daniel P. Aylward, executive vice president and managing director of Six Flags’ European division.

Safety priorities
Says Aylward We must work to the highest standards. When were building tall structures, like those here, we can recognise similarities to what DNV does in other industries. The steelwork is the same. That also goes for all the building blocks being assembled. The safety work has involved more inspections, and the introduction of preventive measures at the companies that supply Six Flags too. Anything that goes wrong is magnified a hundred-fold in this public-intensive sector. So no effort is spared in ensuring safety, Aylward emphasises.
Aylward was managing an amusement park in California when he was asked if he would take over as European manager. Six Flags had increased its number of parks from 13 to 31 in the space of a week. Aylward did not hesitate. With a life spent working in amusement parks, apart from one year in an advertising agency I almost died of boredom! he believes that there is very little, if any, difference between an American and a European public. We have to deliver satisfaction, he says, and has no doubt that the wooden roller-coaster is the greatest attraction. The woodies are back. Its a different ride on a wooden structure than on steel. You get the sensation of experiencing forces up to 2G. Thats an experience all coaster enthusiasts cherish. he says. He is proud of presenting Six Flags Holland as a thrill park mixed with family attractions and the roller-coaster capital of Europe.
Families the target group
Aylwards marketing background has been useful, and while other amusement parks had a downturn last year, Six Flags turnover in Europe rose by 30%. The company is optimistic about this years season.The parks mainly target families, offering them the chance to have an exciting time together. Aylward emphasises that both safety standards and atmosphere are crucial to whether the guests enjoy themselves, have fun and come back again.
Statistics show that the most dangerous thing people do when they visit us is to get into their cars and drive home. Its easy for amusement parks to grow big, but they must remain safe and reliable.
