Striving for More Family Value

At Six Flags America in Largo, the company is pushing several lighter attractions designed for families, chief among them the Thursday night concert series. The park is also hosting "Brunch with Bugs," where parents and children can dine with Bugs Bunny. Parades that include DC Comics and Looney Tunes characters tromp through the park daily to the tune of "God Bless America." A free arcade featuring Nintendo's Wii video-game console has been installed. And this Saturday, the park will host a wedding ceremony, "Thrilled Ever After," where couples will declare or renew their vows whiles strapped into roller coasters, just before plunging at speeds of up to 70 mph.

Beyond the theatrics, park managers are promoting cleanliness and customer satisfaction. Menus have expanded. Food lines have been reduced. And pieces of trash are picked up by hand, if need be, by park managers themselves.

"They are definitely making, in their messaging, a concerted appeal to a family audience," said Steve Smith, director of operations for Baker Leisure Group, an Orlando company that does theme park feasibility studies. "They are definitely making their parks more attractive to a family audience."

During a tour of the Largo park last week led by Terry W. Prather, park president, signs of the strategy were evident. Banners everywhere promote the park's Flash Pass, which allows visitors to go to the front of any line for an extra fee. New installations let visitors have their pictures taken with DC Comics characters the Flash, Wonder Woman and Green Lantern. Staff shirts read "Please keep our park clean, because my family comes here too."

Visitors now receive a "code of conduct" card at the gate, with their tickets, warning them that abusive language, rowdy behavior, smoking or wearing swimsuits outside the park's water section can get them thrown out.

"The message is clean, clean, clean," Prather said. "It's the never-ending battle against our previous image."

Some longtime visitors said they noticed a difference.

"It's better, for one thing, without having the smoking everywhere," Valerie Morra, 45, said while cooling herself underneath a mist machine. "The food deals are good with the premium pass."

Sitting on a bench watching her 8-year-old daughter Kaitlyn getting her hair braided with pink and lavender ribbons, Karen Junter, 34, of Kensington, said the trip had been her daughter's idea.

"She did really well in school, and this is what she chose," Junter said.

Not everyone was as pleased. The closing of a water attraction led Diana Nicholson, of Malibu, Calif., to confront Prather, saying she felt "ripped off."

"Are you going to tell me you're sorry?" she asked.

He apologized, explaining that at times rides are closed for maintenance.

She did not relent until he offered her a reimbursement.

Margarita Miranda, 35, of Rockville, began visiting the park last summer with her children -- ages 2 and 5 -- and said she had noticed a wider variety of things to do this year.

"I like it because there is enough for his age, her age and for the older ones," she said. "There is something for everyone."