Six Flags Marine World to be renamed Six Flags Discovery Kingdom

Six Flags Marine World will soon take on a new name: Six Flags Discovery Kingdom - to better reflect both the animal and ride attractions the park has to offer.

Here's the trademark that was filed[/URL] on July 27, 2006.

My guess is that the official name change will occur for the 2007 season, but it could happen sooner than that --- this season even.

*raises hand*

Uh... why? Maybe I'm wrong but I don't see the connection between what Marine World has to offer and discovering. More family-friendly? Perhaps, but fitting for the park? Doesn't seem like it to me. Not a fan of the name.

I'm guessing there was some research done in the park's market that reflected a lack of understanding of what exactly the park had to offer.

A new name, along with a refocused marketing effort emphasizing the rides AND animals could help. This may be a lesson learned from the entire SFWOA debacle.

Sounds pretty stupid to me. I mean, you've got marine attractions, so why would you not call it Marine World? Did they learn nothing from "Worlds of Adventure?"

It makes me more willing to shell out $15 to park. ;)

I would think that just having people KNOW your name was more important than having people understand it - if they don't understand it, just advertise more? I don't know.

Of course, this is the one area that I feel fairly confident that the new owners do know what they are doing, the advertising/promotion side.

I was thinking the same thing, Jeff. Sounds like a warmed over SFWOA to me.

Imagine the cost for putting the new logo out there. Cups, hats, and general printing, etc.

15 to park? For that i'd pay 16!
:)

Well, actually, the original name was Marine World Africa USA. When they moved from Redwood City, they shortened the name, even though the park still featured land and sea animals.

I can see why they shortened it though. Everyone in the market was really familiar with the name and so "Marine World" was the old MWAUSA (which is a bit of a mouthful).

However, to completely get away from a name that is burned into the market's head may not be the wisest thing. People know what's there. They've grown up with commercials featuring dolphins and tigers.

Anyway, Discovery Kingdom sounds too much like San Jose's "Discovery Museum" which is an educational museum. Then again, maybe that's what they wanted.

*** Edited 8/8/2006 2:52:40 PM UTC by janfrederick***

Shapiro is willing to offer different packaging for Six Flags, but no real substance to his proposed new direction for the chain. To say your parks are family friendly now doesn't make it so. Six Flags may actually need to change some things if they want to turn things around.

I like the name change. The Marine World name never reflected the full scope of the park's attractions. The park has a lot of rides but the Marine World name made it sound like a Sea World park- something which it clearly isn't.

I can see why they may want to rename the park (not sure about Discovery Kingdom though).

As janfrederick already mentioned, this used to be called Marine World Africa USA. It was originally an animal park only. No rides, just shows. It also used to be located in another city. The original Marine World Parkway still exists as a freeway exit in Redwood City even though there is no theme park there.

Six Flags also tried passing the Vallejo park off as Six Flags San Francisco even though it's nowhere near San Francisco. I'm sure there is much confusion out there about this park -- is it an animal park, is it an amusement park, where the heck is Vallejo?

Renaming the park could give SF a good opportunity to concretely identify the park as its own entity. It could draw in people who haven't been in 10 years when there wasn't anything but shows.

Discovery Kingdom could mean anything... maybe that's why they went with that?

To me it sounds more like they were going for an Animal Kingdom type name. I'm sure us locals will still refer to it as Marine World as we always have for almost 30yrs now.

At least this puts to rest any question as to whether SF will continue thier contract with The City of Vallejo when it expires next year. Didn't think Shapiro would pass up on the sea of stroller toting fat walleted families that pack SFMW every day.

They're just trying to get across that this is not just a marine park. It is an animal park with rides and shows. I live next to this park and I go to it constantly, I think that this is a good name that fits.

Exactly, I don't think it's meant to confuse people.

CD, where do you live? My parents live right next to the park too over by the Safeway on American Canyon Rd.

Does this mean that people here will be referring to the park as SFDiK?

/\ lol a whole knew acronym to mess around with, I think DiK fits great, lol. *** Edited 8/8/2006 5:33:40 PM UTC by P18***

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Jeff said:
Sounds pretty stupid to me. I mean, you've got marine attractions, so why would you not call it Marine World? Did they learn nothing from "Worlds of Adventure?"

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The park name was the least of WoA's troubles.

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DevilDucky said:
Six Flags also tried passing the Vallejo park off as Six Flags San Francisco even though it's nowhere near San Francisco. I'm sure there is much confusion out there about this park -- is it an animal park, is it an amusement park, where the heck is Vallejo?

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A lot of Six Flags parks (and others) try passing off their parks as being near a major metropolitan area. It's not uncommon at all. For instance, SFSTL is in Eureka, MO. That's a good hour west of St. Louis. But on the other hand, SFGAM is listed as being in Gurnee, IL (which of course it is). For most people though, I bet they say that the park is in Chicago (which believe me, it's not).