Recap of 11/18 VITO call with Six Flags/Premier Parks

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Better understand the role of purchasing, food service and partnership marketing at Six Flags. Brainstorm potential partnership opportunities between Six Flags and P&G. Agree on next steps with owners from each company.

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Nội dung Text: Recap of 11/18 VITO call with Six Flags/Premier Parks

Recap of 11/18 VITO call with Six Flags/Premier Parks Attendees: Tom Hall, Vice President of Partnership Marketing, Six Flags David Roemer, National Director of Purchasing, Six Flags Carey Don Risinger, National Director of Food Service, Six Flags Jim Gibson, National Director of Partnership Marketing, Six Flags Julie McPeek, EM Mike Browne, EM Cherylanne Muralski, CPG Objectives: 1. Better understand the role of purchasing, food service and partnership marketing at Six Flags. 2. Brainstorm potential partnership opportunities between Six Flags and P&G. 3. Agree on next steps with owners from each company. Results: We went around the table and discussed what each of us was held responsible for at our respective companies. At Six Flags, the procurement organization is responsible for increasing purchasing power (best product at best price), collecting data with which to make decisions, and reducing vendors to gain efficiencies. If Dave could combine vendors for things like cleaning solutions and foodservice then he would be reducing his overall procurement costs for the company. Cheryl and Dave discussed distribution options, to include their current manner of distribution straight to the parks from food service distributors. They use US Food Service as a primary distributor. The foodservice operation sees their mission as delivering profit to the company. Carey sees their foodservice operation as a subset of the foodservice industry, and mentioned that they would be considered one of the 50 largest restaurant companies in the country if they operated separately from the amusement parks. They buy 1.6 million pounds of hamburger meat annually and see a cost advantage to combining their foodservice operations into one identity. The partnership marketing organization is responsible for delivering cash to the bottom line and developing partnership relationships with manufacturers for future growth. They feel that their strength lies in being able to deliver a captive audience of a desirable demographic group. We brainstormed a number of potential projects and agreed to work on “solution- based” learning labs. They would include the following: 1. Meal solutions - Six Flags was reluctant to consider chips for their food- service offering due to the potential for cannibalization of their very lucrative french fry business. They have agreed that it would be beneficial to test the concept in a few parks based on our discussion of the Mr. Goodcents test. They are considering a Kids combo meal to include the Pringles single serve dispenser. Effective data collection systems would also be part of this work. Six Flags has also considered selling Pringles in their gift shops. This test should give us an effective volume read as we go further. Julie, Mike and Carey will work this project. 2. Cleaning solutions - Six Flags believes that if they have restrooms cleaned with well-known brands, there will be a halo-effect for their foodservice operation, and the park in general. Cherylanne will work this project with Dave.
3. Promotional Solutions - Six Flags will be introducing a Camp Looney Tunes concept at various parks in June 1999. Camp Looney Tunes is an area of the park focused on kids, and we agreed that there might be potential to tie- into the food service test promotional work done in conjunction with Camp Looney Tunes. This might also provide a sampling venue for new brands like Popems and Eclipse. Julie and Tom will work this project. Next Steps: 1. Subgroup owners from Six Flags and P&G will work during December to put together a recommendation to share with the larger group at our 1/6/99 meeting. 2. JDM to work with DSD on the fountain potential for Sunny Delight and HP. 3. JDM to work internally with GPE and Food/Bev on the Pringles alliance potential. 4. Cherylann to visit a park to get more info. on brand potential. 5. JDM to talk to SEA on how to think about the Six Flags opportunity in the confines of our new structure.