ABOUT JIM REID-ANDERSON HOBBIES?
My family fi rst. I don’t play golf because, with four kids, it wouldn’t be right to be out for several hours at a time. I try to swim every day. I love to travel, pri- marily with my family. I love movies and I love music.
FAVOURITE FOOD?
The best of British – shepherd’s pie, bangers and mash and fi sh and chips. But it’s hard to get proper fi sh and chips in the States.
FAVOURITE FILM? Y
oung Frankenstein, the Mel Brooks fi lm. I was shocked at how good a job Daniel Craig did as James Bond, so I also really like Casino Royale.
WHAT DRIVES YOU?
Taking care of my family and working in an environ- ment where I can be with great people and have fun.
HOW WOULD YOU DESCRIBE YOURSELF? Down to earth and approachable.
HOW WOULD OTHERS DESCRIBE YOU? I hope, down to earth and approachable.
WHAT’S THE BEST PIECE OF ADVICE YOU’VE EVER RECEIVED?
Take care of the people you work with. If you do that, they will take care of you.
Six Flags Over Texas’ showcase ride is the Texas Giant. The renovated attraction was reported as being: “The smoothest coaster in the world”
of,” he explains. “Finally, E is for execu- tion, making sure we do what we say we’re going to do. That’s the core of how we turned the company around and focused it on what we needed to do. I’ve over- simplifi ed it, but you can make things too complex. By using SCORE, people get it.”
WALL STREET He’s earned the respect of his staff, but there’s another group Reid-Anderson also wants to get on his side. “One big chal- lenge is continuing to educate Wall Street about how great this industry is,” he says. “Generally speaking, investors don’t fully appreciate everything theme parks have to offer from a value perspective. Sometimes they view the industry as capital intensive with minimal upside for growth. In my view, this industry offers tremendous value due to its recurring revenue, high margins and opportunity for growth.” Reid-Anderson’s strategy and key imper-
atives have been very well received by his colleagues across the company. The focus of the company has changed from short- term fi re fi ghting to long-term and he’s put
AM 3 2011 ©cybertrek 2011
into place the fi rst ever fi ve-year, long-range plan for the company, with capital being driven by what the parks need rather than what the CEO wants. Now that the share price has gone up – from $30 (£19, 21) a share to $36 (£22, 25) in the last year – and Six Flags has had multiple credit rat- ings and agency improvements, people on the outside are looking at the company differently. “We’ve made people inside and outside very happy. But, although things are going to plan, we’re very grounded,” says Reid-Anderson. “I don’t want to get complacent – we need to stay focused. People have so many options to entertain them. Our job is to make sure that visiting Six Flags is at the top of their to do list.” Top of Reid-Anderson’s list is his family.
“I work very hard and I love my job and the company, but I also make sure I take time for my family,” he says. His new role has been a big hit with his four children – three boys and a girl aged 11, 13, 16 and 20.
“When I told them I was considering the role at Six Flags they literally pinned me down and told me I had to take the job, so the decision was made for me,” he laughs.
THE FUTURE This year is Six Flags Over Texas’, the company’s fl agship park, 50th season anniversary and celebrations are being held throughout the season. It’s not the only thing the company has to celebrate. Having reduced Six Flags’ debt by a third to $800m (£497m, 564m) in his fi rst year as CEO, Reid-Anderson is confi dent that the company is well positioned for the future. A future that he’s completely com- mitted to leading. “I take roles because I want to enjoy what
I’m doing,” he says. “At Dade Behring I was proud to work in an industry that made people better. Now I’m proud to work for a company where the sole goal is to make people happy. That’s different from most industries and is very rewarding. “People need a respite, somewhere to
go to get away from day-to-day pressures,” he continues. “This business provides an escape. I love the fact that we’re in the business of creating happy memories for people. I’m really pleased I accepted the job.” I have a sneaking suspicion that Six Flags is even more pleased. ●
Read Attractions Management online
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