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Six Flags renames Marine World 'Discovery Kingdom'

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Published: January 18, 2007 at 9:40 AM

More changes at Six Flags: Today, the chain announced that it is rebranding its Northern California park. Starting in March, Vallejo's Six Flags Marine World will be known as Six Flags Discovery Kingdom.

(Wow. Um, ya think that maybe they're trying to sound a little like, oh, um, Disney with that new name?)

The newly branded park will also divide into three themed lands, "Land," "Sea" and "Sky." From the press release:

"The name Six Flags Discovery Kingdom now reflects every aspect of what makes the park so unique," said Six Flags President and CEO Mark Shapiro. "Throughout its history, Marine World offered guests a truly distinctive theme park environment, and Six Flags Discovery Kingdom will build and improve on that great tradition. Only at Six Flags Discovery Kingdom can guests ride world-class coasters, feed giraffes, interact with dolphins and watch a killer whale glide through the water, all in one location. A trip to Six Flags Discovery Kingdom will be an unforgettable experience that will create a lifetime of memories for our guests."

Readers' Opinions

From Derek Potter on January 18, 2007 at 12:48 PM
Who cares if it's a little...Disney. Discovery Kingdom fits the park a little better. Marine World is a bit generic. Just because the name uses a couple of words that Disney happens to overuse doesn't mean anything. It will take more than a name change to make things better, but hey they are trying to change their image and boaden their appeal, so give em a break.

Six Flags is also implementing the Wiggles into the kiddie sections in some of their parks. I suppose you could call it a test market of some sort. That's not a bad addition at all for the little ones. It probably wont be a super multimillion dollar themed area, but at least give them credit for implementing characters and trying a franchise that is currently more relavent and recognizable in todays child culture than most of the Disney characters.

From Adrienne McDonald on January 18, 2007 at 1:32 PM
I liked the name Marine World. It was different. I don't know of any other 'marine world'so I dunno what you were pointing out in the name being 'generic'. I thought it was nice, like saying a "world of marine life". There was Marine Land in Canada & Sea World which were close in name. It's going to take some getting used to 'Discovery Kingdom'. I personally dislike that name, it sounds too much like Disney's Animal Kingdom. What are we discovering? Stingray Bay? Penguin Encounter? There's nothing to 'discover', it's all just information at hand, information that people basically probably already know, like at the zoo or the aquarium. To me, 'discovering something' means to uncover something new like a new type of squid or something. It sounds too much like a kiddie park name or kiddie museum name. I disagree w/the name choice but there's nothing I can do about it 'cept complain but I'll go there anyway just to say I went. Plus, I have a pass & wanted to go last yr but didn't get to.
From Omar Husain on January 18, 2007 at 9:23 PM
Yeah, it does sound like something Disney would name, but it's all advertising, and even if the name is stupid, the park itself might amazing. Take, for example, the Nintendo Wii. C'mon, the "Wii"? Well, it now is the best console on the market. So who knows, this new name might inspire something that can get the park back into the game.
From Robert Niles on January 18, 2007 at 10:28 PM
This reminds me that, one day, someone is sure to open a park called "World Adventure Kingdom." Covers all the favorite theme park title words, right there.
From Steve Lacy on January 18, 2007 at 11:08 PM
The name change reflects a trend in amusement park ideology, it is not enough for a guest to come and observe. People want more. The standard theme park is being left behind, people want more hands on, more action , more excitement. They want to be in the middle of the action. A name like Discovery Kingdom implies a more hands on encounter. It promises not only the old standard, but more. Of course Six flags wouldn't hesitate to borrow some brand identification from Disney using "Kingdom", and of course swipe a bit of marine prestiege from SeaWorld, by borrowing "Discovery" from their exclusive Discovery Cove park in Florida. Lets see if they can pull it off. I'm doubtful.
From Chris P. on January 19, 2007 at 8:15 PM
For the love of God everyone, give Six Flags a chance and stop being so negative.
From Bruce Lane on January 19, 2007 at 11:49 PM
Great news! I'm not at all disappointed with this. The name "Marine World" had a very special meaning to myself and lots of others who grew up with, or were regulars at, the old park in Belmont as well as the original Vallejo park. Sick Flags never managed to understand or capture that same special atmosphere (quite the contrary - They utterly destroyed it!)

As for the park itself: I've already made my opinion of the place clear in my trip reports. Nothing has changed, so I won't bother repeating anything from them here.

I would like to add, though, that Mark Shapiro should be in politics. The man's spouting enough hot air, with that silly speech of his, to fill the Goodyear blimp.

Keep the peace(es).

From Scottland Jacobson on January 21, 2007 at 12:12 PM
It's a step in the right direction. However, are they ever going to paint over the parking space slots that Medusa sits on? Might be nice to add some landscaping so the coasters don't keep looking as if they are an afterthought.

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