Running Header: Six Flags Crisis Management Plan
CRISIS MANAGEMENT PLAN
CREATED BY:
ELAYNE GOLDMAN
JACQUELINE OCAMPO
TAYLER JACKSON
CASSIDY OBIS
GABRIELLE THOMAS
JONATHAN CLODFELTER
1
Six Flags Crisis Management Plan
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TABLE OF CONTENTS
Part 1
Introduction…….... ................................................................................................................................................. 3
Mission and Purpose ........................................................................................................................................... 3
Vulnerability Analysis ......................................................................................................................................... 4
i. Likely Scenarios ................................................................................................................................... 4
ii. Unlikely Scenarios ............................................................................................................................. 4
Crisis Management Team .................................................................................................................................. 5
i. Role Descriptions ................................................................................................................................ 5
Key Publics/Stakeholders ................................................................................................................................. 6
Crisis Preparation and Prevention Plan ....................................................................................................... 7
Media Audit ............................................................................................................................................................. 8
General Social Media Strategy ......................................................................................................................... 9
Third Party Supporters/Credible Experts ................................................................................................ 10
Immediate Response Checklist ...................................................................................................................... 11
Communications Channels .............................................................................................................................. 12
Key Messages ........................................................................................................................................................ 13
Press Release Template .................................................................................................................................... 14
Organizational Backgrounder ........................................................................................................................ 15
Media Log Sheet and Crisis Team Contact Sheet ............................................................................. 17-18
Testing/Evaluation of Crisis Plan ................................................................................................................. 19
Part 2
Crisis Response Strategy .................................................................................................................................. 20
Key Messages/Talking Points ........................................................................................................................ 20
Social Media Strategy ........................................................................................................................................ 20
Initial Press Release ........................................................................................................................................... 21
Appendices ............................................................................................................................................................ 22
Six Flags Crisis Management Plan
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PART ONE: INTRO
Six Flags’ Crisis Communication Plan thoroughly outlines the procedures Six
Flags must follow in the wake of a crisis. As defined by W. Timothy Coombs in
Ongoing Crisis Communication: Planning, Managing and Responding, a crisis is “the
perception of an unpredictable event that threatens important expectancies of
stakeholders and can seriously impact an organization’s performance and generate
negative outcomes” (2012)1.
The Six Flags’ Crisis Management Team’s communication plan is an essential
component of the overall recovery process our organization must endure during
and after a crisis. The plan will assist our organization to continue to be a leader in
the entertainment industry, while simultaneously inspiring children and families
through their community outreach programs (i.e. volunteerism, giving programs,
special events, and educational and social awareness).
Our team recognizes the importance of communication during a crisis.
Therefore, the plan devised serves as a guideline to facilitate and ensure that all
communication is efficient and effective.
MISSON/PURPOSE
The Six Flags’ Crisis Management Team’s mission is to provide our
stakeholders with an all-encompassing, high standard contingency plan to
guarantee their safety, well being, and satisfaction.
We pledge to remain honest, transparent, and cooperative with all
stakeholders during a crisis to maintain our image as a credible and trust-worthy
organization.
Our goal is to actively communicate with our publics during a crisis by 1)
providing accurate, up-to-date information and 2) promptly responding to any and
all questions, concerns, and comments our stakeholders may have.
The plan’s purpose is to proactively prepare ahead for any possible crises our
organization may face and hopefully reduce the potential damage a crisis can cause.
An established, detailed plan will help our organization respond quicker in the event
of a crisis. Being prepared will give us an advantage in the situation and will also
help lessen some of our stakeholder’s criticisms that may hurt our organization’s
image.
1
Coombs, W. T. (2012). Ongoing crisis communication: Planning, managing and
responding. (3 ed., p. 2). Thousand Oaks, California: Sage Publications
Six Flags Crisis Management Plan
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VULNERABILITY ANALYSIS OF POSSIBLE CRISES (L x OI x SI=CT)
i. Likely Scenarios
 Ride Accidents (9 x 10 x 10= 900)
-Someone is injured by the ride (Technical-error product harm)
-Someone falls off the ride (Technical-error product harm)
-Ride breaks/stops while operating resulting in injury (Technical-error product
harm)
-Poor maintenance causes ride malfunctions resulting in injury (Human-error
product harm)
-Employee does not know how to operate ride (Human-error accident)
-Hurricane Harbor water accidents (drowning) due to lack of supervision, safety
(Human-error accident, Technical-error accidents, Technical-error product harm,
Organizational Misdeeds)
-Extreme Fright Fest scares could negatively impact stakeholders (shock, heart
attack, etc.) (Organizational Misdeeds, Challenges)




Mass Food Poisoning (6 x 9 x 9 = 486)
-Failure to keep up with food sanitation standards (Human-error product harm,
Organization misdeeds)
-Intentional poisoning/ food tampering (Malevolence)
Employee Discrepancy (8 x 9 x 8 = 576)
-Fights between employees could injure innocent bystanders (Workplace violence)
-HR hires criminal employees (Organizational misdeeds)
-Employee under influence could injure stakeholders (Human-error accidents)
-Sex scandals (Rumors)
-Employees could violate Fright Fest stipulations (Human-error accidents)
Lost child/Kidnapping/Person Missing (8 x 4 x 9 =288)
-(Malevolence)
Explosion/Fire (7 x 9 x 9 = 576)
-A ride explosion (Technical-error accidents, Technical-error product harm, Humanerror accidents, Human-error products harm)
-Fire started by on-location restaurant kitchens (Technical-error accidents,
Technical-error product harm, Human-error accidents, Human-error product harm)

Poor sanitation (8 x 9 x 9 = 648)
-In park, restroom facilities, restaurants could result in disease and sickness,
influenza, etc. (Organization misdeeds, Human-error accidents)
ii. Unlikely scenarios
 Terrorist attack (5 x 10 x 10= 500)

-(Malevolence)
Protests (4 x 8 x 6 = 192)
-(Challenges, Rumors)

Natural disasters (3 x 8 x 9= 216)

Biohazard Crisis (2 x 8 x 9 = 144)
-Earthquakes, Tornadoes, Floods (Natural Disasters)
-(Organizational Misdeeds, Malevolence)
Six Flags Crisis Management Plan
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CRISIS MANAGEMENT TEAM
President - Jacqueline Ocampo
They will be the spokesperson in the event of a crisis. Being advise by public
relations they are the face of the company and will speak to media outlets, public,
and stakeholders in times of a crisis. They will also be involved with public relations
in sending out message updates on the website and social media.
Public Relations –Tayler Jackson
The public relations primary job is to maintain the reputation of Six Flags by
upholding and preserving relationships with the media to dispatch accurate and
timely information during a crisis. They will also be in charge of writing press and
news releases, and maintain the website and social media so that it is accurately
updated in a timely manner.
Human Resources -Cassidy Obis
Human Resources will be the primary contact during a crisis involving employees.
They will also be responsible for keeping and updating the employee contact list.
Engineering - Elayne Goldman
During a crisis the Head of Engineering will be responsible for maintaining the
integrity of the park. They are also responsible for making sure all roller coasters
and amusement rides are up to code and checked on a routine basis. The will also be
on call if any ride decides to malfunction. They will work side by side with medical
personals to ensure the safety of passengers and the event a ride malfunctions.
Legal Advisor - Gabrielle Thomas
In the event a crisis takes place the legal advisor will be in charge of any legal
questions or disputes that arise during this time. They will also represent and advise
employees of Six Flags when any company allegations or legal issues arise.
Safety - Jonathon Clodfelter
A representative from the safety department will be in charge of making sure all
precautions and safety procedures have been taken in times of a crisis. They will be
responsible for providing the guidelines that the park and employees must abide by
in ensuring the safety of themselves and their guest.
Six Flags Crisis Management Plan
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KEY PUBLICS/STAKEHOLDERS AND THEMES
Guest
Theme: Safety and Reassurance.

Make sure that the guests know that the crisis is being taken care of by
sending out press and news releases, and to reassure the guest that he
company has always had a clean record and to let them know that there
feedback is important in this situation.
Investors
Theme: Financial.

Send out newsletter to investors informing them of the crisis at hand and
explaining the steps that they are taking to resolve the crisis. The most
important thing is to reassure the investors that their money is not being
wasted and to assure them that there financial investment in the company
was still a good one.
Employees
Theme: Job Security

Let them know that the situation is being taken care by holding staff
meetings updating them on the progress with the crisis. Also explaining to
them that they may receive reduced hours because of the crisis and loss of
revenue, but reassuring them that once the situation has been dealt with
employees regular hours will continue.
Vendors that work out of Six Flags
Theme: Loss of Revenue.

Send out newsletters to vendors informing them of the crisis has taken place
and how it has affected everyone in the company. Explain that there may be
some losses on those that have
Sponsors of Six Flags
Theme: Reputation

Sponsors are linked to organizations and so during a crisis a newsletter will
be sent out to sponsors directly updating them on the crisis at hand by doing
being very transparent with sponsors because we know that they are linked
to our organization so just being upfront and honest and letting them know
we are handling the situation is the most important thing.
Local businesses around Six Flags
Theme: Loss of Revenue

Send out newsletter and directly contact the local media outlets and
detailing them on the crisis that is at hand. Explaining to them that this may
cause a decrease in traffic around the park and local areas. Keeping them
updated is the best way to maintain a good relationship with local
businesses.
Six Flags Crisis Management Plan
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PLAN FOR CRISIS PREPARATION AND PREVENTION
Preparation: During a Crisis Six Flags will identify its vulnerabilities. For six flags
you must ensure the safety of the people in the park and also make sure that all food
procedures are followed to not run the risk of contamination that can poison the
park guest. In preparing for a crisis you must also assess all the possible crisis type
that can take place. Make sure you familiar with possible crisis. Create a Crisis
Prevention Team. Make sure is aware of the role they will play in the time of a crisis.
Determine the location of the crisis communication center an make sure all
personals involved know the location. The last step in preparing for a crisis is to
create a crisis management plan specific to Six Flags.
Prevention: Environmental scanning will also be a part of crisis preparation. Paying
close attention the news and online sources of past crisis that have occurred with
Six Flags. They will also pay close attention to social media sites and blog post about
complaints and issues that consumers and stakeholder have with Six Flags. Surveys
and focus groups will be important in getting the consumers feedback in preventing
crisis from happening. From there the information gathered will be analyzed and
see if any of it can become a crisis. A threat assessment will be given comparing the
likelihood and the impact it will have on Six Flags. We must also take into
consideration the impact our stakeholders will have over our organization.
Six Flags Crisis Management Plan
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MEDIA AUDIT
The following is a list of what traditional and social media outlets will cover the
story in event of a crisis:

Traditional Media
o Major Newspapers such as the San Antonio Express-News and the
Daily Herald
 Daily Newspapers that circulate near to a Six Flags Park
o Community Newspapers
o Consumer Magazines such as Consumer Digest and Newsweek
o Radio News broadcasts
o Radio Talk shows
o Broadcast News produced both locally and nationally
o Local News broadcasts
o Talk shows like Ellen DeGeneres

Social Media
o Daily Newscasts produced online
o Social networking websites like Facebook and Twitter
o News and Opinion websites like the Huffington Post
o Media Sharing websites like Youtube
o Blogs
o Microblogs
Media Contact Information for National Newspapers
Media Outlet
San Francisco
Chronicle
Washington Post
New York Times
USA Today
Wall Street Journal
Name/Outlet
Leba Hertz
Contact Information
lhertz@sfchronicle.com
David Baker
Kenneth Harney
Ruth Marcus
dbaker@sfchronicle.com
domestic.sales@washpost.com
domestic.sales@washpost.com
nytnews@nytimes.com
703-854-3400
wsjsupport@wsj.com
support@wsj.com
Print Media
Digital Media
Six Flags Crisis Management Plan
GENERAL MEDIA STRATEGY IN EVENT OF CRISIS

Before using Traditional or Social Media
o
o
o
o
o
o

While using Social Media
o
o
o
o
o
o
o
o
o
o
o
o
o

Communicate with spokesperson and identify who will be lead person for
communication during and after crisis
 This person will be the Crisis Leader during and after crisis
Prepare a clear, consolidated message
Make sure all information is correct
Make sure response is in a timely manner in response to crisis
Create a schedule for updates and be ready to publish it
Log all questions and comments before and during crisis
Utilize social media in a timely manner in response to crisis
Identify spokesperson or who will be in contact with media for questions
Make it clear that employees are not available for questioning
Articulate responses so there is no confusion of the crisis or message
 Leave little or no room for rumor or further problems to occur
 Keep in mind that the audience you will be speaking to will mostly
be victims and families depending on the crisis
Apologize for the situation depending on what it is. Sympathy for the
customer is always good
Avoid language the public will not understand
Keep key messages of Six Flags in mind while communicating so that all
messages align and confusion is avoided
Consolidate message if more than one person is releasing information
 Always consult with Crisis Leader before releasing information
Adapt message to social media outlet
Never speculate; be honest
Update social media regularly
Stick to the schedule for briefings
Log all questions and comments during and after crisis
Questions that will be asked by the media
o
o
o
o
o
o
Number of casualties
How crisis happened
Full description of crisis
Why crisis happened
What is being done to help those injured
Will there be legal action
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Six Flags Crisis Management Plan
POTENTIAL THIRD PARTY SOURCES/CREDIBLE SOURCES
IN THE EVENT OF A CRISIS
Engineers, Product Development Experts and Accident Investigation Experts
Chief Corporate Engineer, Larry Chickola, P.E.
Six Flags Chief Corporate Engineer
Richard Dickinson, PH.D., Lead Consultant
Kevin Kennedy Associates
richardd@kevinkennedyassociates.com
Erik Langberg, Lead Consultant
Kevin Kennedy Associates
ericl@kevinkennedyassociates.com
Nelson: Forensics and Consulting
1877-850-8765
expert@nelsonforensics.com
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Six Flags Crisis Management Plan
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IMMEDIATE RESPONSE CHECKLIST
What happened?
How did this happen?
Who is involved?
When did this happen?
What is currently being done?
o Have the appropriate (local, state, federal) authorities been alerted?
 Are they present?
o Are all customers accounted for?
o Are all staff and personnel accounted for?
o Has the phone tree been activated?
o Is anyone currently receiving medical treatment?
o Is the area secure?
o Asses degree of impact
o Get in contact with spokesperson or Crisis Leader if they are not
already present
o Hold a staff meeting
o Alert the media if they are not already present
Six Flags Crisis Management Plan
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COMMUNICATION CHANNELS WORKSHEET
Name
Crisis Leader
Park Manager
Regional
Director
National
Director
Board of
Directors
Human
Resources
Legal Counsel
Local Medical
Facility
Local Fire
Dept
Local Law
Enforcement
Insurance
Company
Media
Spokesperson
Operations
Manager
Phone
Number
Alt. Phone
Number
Email Address
Best Way to
Contact
Six Flags Crisis Management Plan
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KEY MESSAGES WORKSHEET
Scenario:
Stakeholder:
Concern:
KEY MESSAGE 1
Six Flags offers its
deepest apologies to our
patrons, stakeholders,
and anyone who was
affected by our crisis.
Support Point 1.1
Working on new
techniques to eliminate
parent’s fear of safety for
their children.
Support Point 1.2
We promise to correct our
mistakes to assure a
family-friendly experience
that everyone can enjoy.
KEY MESSAGE 2
KEY MESSAGE 3
Six Flags has cut ties with
the company responsible
for employee screening.
We value our customers
more than anything else,
and we wish to continue
to provide patrons with a
family-friendly,
inexpensive experience.
Support Point 2.1
Support Point 3.1
Revised human resources
policy.
Open lines of
communication so
customers can contact us,
tell us about their
experiences and what we
can do to improve them.
Support Point 2.2
Support Point 3.2
Revised employee
selection process.
Support Point 1.3
Support Point 2.3
Creating techniques to
ensure company efficiency
for current and future
stakeholders.
Severed ties with
company responsible for
the mishap.
Will continue to bring
patrons old and new an
affordable theme park
experience.
Support Point 3.3
Six Flags Crisis Management Plan
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PRESS RELEASE TEMPLATE
Location, Date 00/00/00
FOR IMMEDIATE RELEASE
Contact Name: ____________________
Contact Phone Number:_____________________
Contact Email Address: ______________________________
Title
Introduction to problem in one sentence _____________________________Location of
problem___________Date_______________________________________________________________________________
_________________________________________________________________________________________________________
Quotes and information________________________________________________________Who was affected
____________________________________What happened___________________________________________________
Why is this important________________________________________________________________________________
Apology statement (if necessary) and resolution__________________________________________________
_________________________________________________________________________________________________________
_________________________________________________________________________________________________________
Our resolution to the problem and key messages__________________________________________________
_________________________________________________________________________________________________________
Restatement of apology and resolution of goals:

Key Message #1 and Supporting Points

Key Message #2 and Supporting Points

Key Message #3 and Supporting Points
For More information, contact:
924 Avenue J East Grand Prairie, Texas 75050 or
230 Park Avenue, 16th floor New York, NY 10169
Phone Number: (518) 792-3500
Website: https://www.sixflags.com/national/footernav/contact.aspx
###
Six Flags Crisis Management Plan
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Six Flags Crisis Management Plan
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ORGANIZATIONAL BACKGROUNDER
“A proud past, a thrilling future...”
Welcoming over 25 million people in 2012 to 18 locations across North America, Six
Flags is a nationally recognized amusement park that fuses food, prizes and neverending entertainment into various locations; bestowing families with enjoyable
experiences year-round.
Mr. Angus Wynne founded six Flags an entrepreneur who dreamed of creating a
family entertainment venue that would change the world. Wynne relied on the
doings of other entertainment pioneers to bring his vision to life. He studied their
business ventures and worked closely with architects and visionaries to help
solidify his visualization of the “ultimate amusement park.”
Wynne created the Six Flags dynasty with a significant goal in mind – to conjure a
new form of family entertainment that was closer to people’s hearts, homes and
more affordable for less fortunate families.
By combining innovative rides with dazzling themed presentations, Wynne took the
basic form of an amusement park and created an extraordinary venue with a
plethora of broader themes for visitors to experience. Wynne’s vision of enriching
the entertainment experience by utilizing specialized theme designs was the key
success factor for the Six Flags Company. In addition, Wynne’s idea allowed the
regional amusement park industry to be developed.
The first Six Flags Park was opened in Six Flags Over Texas in 1961. The park
consisted of six themed sections that were meant to represent the six countries
whose flags flew over Texas. The park’s state-of-the-art theming design allowed
guest to experience places and times that only existed in their imaginations. Cowboy
culture, French and Spanish cultures, southern belles and pirates were some of the
selected themes.
Currently, Six Flags has become one of the leading amusement park dynasties in the
world. The company prides itself on setting a high standard for other parks to follow
including innovative themes, safe park rides, and a family-friendly experience at a
low cost. With 18 theme, water and zoological parks across North America, the Six
Flags Company is in its prime, offering modern-day families the opportunity to visit
a one-stop entertainment destination with award-winning thrill rides and water
Six Flags Crisis Management Plan
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attractions and a surplus of themed areas, children’s areas, parades, fire-work
displays, restaurants, games and merchandise outlets.
An exclusive licensing agreement with DC Comics and the Warner Bros. Corporation
allows Six Flags to employ private rights to some of the world’s most cherished
cartoon characters and superheroes. From Bugs Bunny and the Looney Tunes to
Batman, Robin and Wonder Woman, Six Flags offers our 26 million guests an
unforgettable, full character program including characters meet and greets, meals,
and photograph and autograph opportunities.
Sustaining our spot as the largest regional theme park in the world, Six Flags looks
forward to continuing to provide families with unforgettable, diverse entertainment
experiences at affordable prices in areas that are close to home and close to the
heart.
Six Flags Crisis Management Plan
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MEDIA LOG SHEET
Crisis Situation_______________________________________________________________________________
Date____________________ Six Flags Location__________________________________________________
Message for __________________________________________________________________________________
Date/time of call ____________________________________________________________________________
Caller _________________________________________________________________________________________
Phone Number(s) ___________________________________________________________________________
Media outlet/Name _________________________________________________________________________
Return call by/Deadline ____________________________________________________________________
Summary of inquiry _________________________________________________________________________
_________________________________________________________________________________________________
_________________________________________________________________________________________________
_________________________________________________________________________________________________
Who responded to the inquiry? ____________________________________________________________
Date/Time ___________________________________________________________________________________
Summary of response _______________________________________________________________________
_________________________________________________________________________________________________
_________________________________________________________________________________________________
_________________________________________________________________________________________________
_________________________________________________________________________________________________
_________________________________________________________________________________________________
Further action needed? _____________________________________________________________________
Six Flags Crisis Management Plan
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CRISIS TEAM CONTACT SHEET
Mobile
Work
Home
Crisis Leader:
Jacqueline Ocampo
17085412769
15556667777
15556667778
Public Relations:
Tayler Jackson
17082278295
16667778888
16667778889
Human Resources:
Cassidy Obis
18478903672
17778889999
17778889990
Engineering:
Elayne Goldman
18478632598
18889990000
18889990001
Legal Advisor:
Gabrielle Thomas
17733431476
12223334444
12223334445
Safety:
12177220232
13334445555
13334445556
Jonathon Clodfelter
Six Flags Crisis Management Plan
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TESTING/EVALUATION OF CRISIS PLAN
To test and evaluate the crisis plan, the crisis team will stage a crisis one time
per quarter. The crisis team will then need to run through its plan, depending on the
type of crisis at hand. The crisis team will also evaluate its effort during the “crisis,
or actual crisis if one occurs, after the crisis has passed. The team will examine how
well the Crisis Management Plan (CMP) was implemented.
The first step of the evaluation is data collection. Data needs to be collected
from crisis records, feedback, performance measures, comments, and media
coverage. Feedback needs to come from all stakeholders, and surveys can be handed
out to obtain feedback. Survey questions will include how they were involved in the
crisis and how they felt the crisis was handled. The data then needs to be organized
for analysis. The crisis team needs to be specific in its organization and be specific in
their evaluation.
The crisis team will then examine how much damage occurred due to the
crisis. The goal is to have the actual crisis damage be less than the anticipated crisis
damage. The damage factors include financial, which looks at earnings per share,
stock prices, sales, and market share; reputational, which deals with perceptions of
the organization; human, which focuses on victims; secondary financial, which
includes lawsuits; Internet frames, media frames, and media coverage duration.
After all this information is gathered and analyzed, it must be compared to
the crisis team’s expectations for if no action had been taken and the crisis team’s
objectives. The crisis team must be honest in its evaluation.
Six Flags Crisis Management Plan
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PART TWO: CRISIS RESPONSE STRATEGY
Our crisis response strategy will be a combination of an apology, reminding,
and ingratiation. We will first begin by apologizing to our stakeholders, which will
primarily be our park guests. We want to apologize to them for not following our
own HR policies in not allowing people with felonious records to work at our parks.
We also want to apologize for the potential danger that could come from those
individuals working at our parks. We then want to remind our stakeholders (park
guests) that we are still the best family-friendly travel option because we are closer
than Disney and more affordable. Finally, we want to praise our stakeholders and
make sure they know we value them. We will do this by saying that we appreciate
that they choose us as their place to come make family memories. We also want to
express that we appreciate their feedback and any concerns they may have about
the situation.
KEY MESSAGES/TALKING POINTS
Key point 1: Six Flags has cut ties with the company responsible for
employee screening. Though they were the ones who did not follow our
human resources policy, we accept responsibility being that we chose to
employ them.
Key Point 2: We are deeply sorry to our patrons, stakeholders, and anyone
who may have been affected by our crisis.
Key Point 3: We value our customers more than anything else, and we wish
to continue to provide patrons with a family-friendly, inexpensive
experience.
Key Point 4: We would like to thank all of our stakeholders for sticking with
us through this crisis and hope to continue to provide them with the best
experience possible.
SOCIAL MEDIA STRATEGY
Social Media Strategy:
Utilize twitter and Facebook primarily.
Use James Reid-Anderson; Chairman, CEO and President of Six Flags as
spokes person.
Leave little or no room for rumors regarding employees.
Respond to all questions regarding the situation.
Apologize for the situation and always be sympathetic to the stakeholders.
Six Flags Crisis Management Plan
22
PRESS RELEASE
New York City, 4/30/13
FOR IMMEDIATE RELEASE
Contact Name: Jonathan M. Clodfelter
Contact Phone Number:(518)-792-3500
Contact Email Address: corporategr@sixflags.com
Six Flags to reinforce Human Resource policies
It has come to Six Flags attention that we have not properly followed our human
resources policy. The third-party company we employ to perform background checks for
Six Flags employees has been performing incomplete checks. These incomplete checks have
led Six Flags to the hiring of multiple employees who do not meet our human resources
policy. This breach of policy has created a potential threat for our patrons. Six Flags is
currently working to correct their errors and reinforce it’s human resources policy.
James Reid-Anderson; Chairman, President and CEO of Six Flags:
“Here at Six Flags, we are doing everything in our power to correct this mistake as quickly
as possible. We offer our condolences to anyone affected by our oversight. In order to do the
proper background checks, we have cut ties with our former employee screening business
partner. We have hired highly trained professionals to correct our mistakes and to make
sure a situation like this never happens again. We have also opened a phone line for anyone
who has seen misconduct from any Six Flags employee and would like to issue a complaint.
Six Flags is nothing without its patrons, and we are here to make sure your next trip to one
of our many locations is as perfect as possible.”

Six Flags offers its deepest apologies to our patrons, stakeholders, and anyone who
was affected by our crisis.
We understand a parent’s fear of safety for their children, and it horrifies us to think
we could have increased that fear.
We promise to correct our mistakes to assure a family-friendly experience that
everyone can enjoy.

Six Flags will continue to bring patrons old and new an affordable theme park
experience.
Six Flags offers a cheaper alternative to the expensive admissions of Disney parks
and Universal Studio.
With over a dozen locations, there is a Six Flags for everyone.

Six Flags values its customers, and we thank you for your continued support.
We encourage our customers to contact us and tell us about their experience and
what we can do to improve it.
We are eternally grateful to our patrons for picking Six Flags to create great
memories.
For More information, contact:
924 Avenue J East Grand Prairie, Texas 75050 or
230 Park Avenue, 16th floor New York, NY 10169
Phone Number: (518) 792-3500
Six Flags Crisis Management Plan
Website: https://www.sixflags.com/national/footernav/contact.aspx
APPENDIX
Coombs, W. T. (2012). Ongoing crisis communication: Planning, managing and
responding. (3 ed., p. 2). Thousand Oaks, California: Sage Publications
23