With the Paramount name gone they need to attach another name to the park to prevent trademark problems or confusion with Six Flags Great America. Originally the two parks were both owned by Marriott until they got out of the theme park business.
Knotts does indeed carry a positive image in California that dates back to the time when the Knott family actually owned the park.
That actually makes sense. I used to work in the nor cal area a few years ago, and remember a number of folks referring to the park simply as Marriott's. Not great america just "Marriott's". Since they hadn't been involved in the property in over a decade.
Also remember a noticed that people associated the Six Flags brand name with Magic Mountain and still thought if Marine World as a non-ride park. This was around 2002 well after branding and marketing taken hold there. It wasn't a suprise that the name of the park was changed not too long ago.
I wonder if that means that it will actually be possible to find merchandise at Knott's Berry Farm with the Knott's Berry Farm logo on it again. I hunted all over the place and most of the shirts I found were logoed, "Knott's California".
Note that this was before the Cedar Fair/CBS deal was announced.
Knotts needs a gift shop inside the park near the gate. When I went, I was told that there was a gift shop right outside the gate that sold t-shirts. When the park closed, we headed out tourds the gate planning on buying a few t-shirts, but there was no gift shop near the front of the park. So we proceded to the gift shop right outside the gate, and they were closed as well. So, we were unable to buy a t-shirt or any other souveniers.
Considering that is has already been setup is most likely a sure thing that is will be Knott's Great America. It just a mater of time when it will happen. It makes sense, since it adds brand Identity.
Also, there is are some Trademark issues with Six flags owning the rights for the Name "Great America" They hardly use it anymore but they still own it and I would not be surprised that Six Flags will fight for it. (Shapiro is that type of person)