Monday, March 19, 2007

Taking a lesson from the marketing playbook that made the Washington Redskins one of the wealthiest teams in sports, Daniel Snyder's Six Flags theme parks are launching a concierge service that allows patrons to pay extra to be first in line for park rides and to get reserved seats to live park shows.

For prices ranging from $199 to $249 per person plus tax -- depending on the park -- patrons get one day's admission , preferred parking, meals, snacks, games, reserved seating at shows and "front-of-the-line ride access."

The VIP Program includes a private meeting and complimentary photo with any of the park's costumed characters, such as Bugs Bunny or Batman.

"You get a total, prime, VIP exclusive guided visit," said Six Flags chief executive officer Mark Shapiro. "We did a lot of research. People said they wanted to come out to Six Flags, but they wanted a private visit. . . . They didn't want to be included with the masses."

As owner of the Redskins, Snyder -- who made a fortune in marketing before he was 30 -- elevated similar "value added" packages to a form of art. Fans who spend the money to join the Touchdown and the TailGate clubs can circumvent the crowds, get better parking, receive pre-game field passes and gifts, obtain good seats and, in some cases, travel to away games.

"It's smart," said Dennis Speigel, president of International Theme Park Services, a consultant to the industry. "It's another alternative to make it easier for somebody who wants to visit a park on a limited basis, somebody who doesn't have time to be there the full seven hours. Disney has done it."

So do the math.

At Six Flags America in Prince George's County, the VIP Program will go for $199 a person. For a family of four, that's $796 for the day.

Regular tickets to that park, as advertised last week on the Six Flags Web site, are $49.99 a person. Regular parking costs $15 per vehicle. That's $214.96, excluding the not inconsiderable cost of food and snacks.

Of course, you have to wait in line like everyone else.

-- Thomas Heath