Six Flags Faces Steep Climb to Regain Rider Trust After Fatal Roller Coaster Incident
Experts predict years of effort may be needed to restore public confidence following a death on the Goliath ride, as the company's stock hits an all-time low.
The amusement park giant Six Flags is facing a significant challenge in rebuilding public trust following a fatal incident on its Goliath roller coaster, with crisis management experts suggesting it could take years to recover from the tragedy.
On October 12, Hassan Kariem, 42, a teacher and cancer survivor, was ejected from the Goliath ride at Six Flags Over Georgia. He was pronounced dead at the scene. The incident prompted Six Flags to immediately close the ride and several other roller coasters across its U.S. parks, including Nitro in New Jersey and Raging Bull in Illinois. State authorities and the ride's manufacturer, Bolliger & Mabillard, are conducting independent investigations.
This incident is not the first time the Goliath coaster has been associated with a fatality. In July 2006, a 45-year-old rider died of an apparent heart attack after completing the ride. An autopsy revealed a congenital heart condition, and the coaster reopened after safety checks.
Prior to this latest tragedy, Six Flags had already been under scrutiny regarding ride safety. In September, the company announced the closure of the X2 rollercoaster at its Magic Mountain park in California following three lawsuits alleging potential links to brain injuries. Reports documented over a dozen serious injury claims and hospital visits linked to the X2 ride, including two fatalities.
In the wake of the October 12 fatality, shares of Six Flags Entertainment Corporation have seen a steep decline, reaching an all-time low. This occurred shortly after the company's merger with Cedar Fair in 2024.
Six Flags has implemented a public relations crisis management strategy. A spokesman stated, "We are deeply saddened by the guest incident at our park today. Our thoughts and heartfelt condolences are with the guest’s family, friends and loved ones." The company is cooperating with authorities and providing support to those affected. Following the incident, Six Flags Over Georgia reopened and quietly altered the name of one of its Halloween shows, 'Dr Fright’s Dead Man’s Party,' to 'Dr Fright’s Party.'
Crisis management experts advise against rebranding, calling it a "huge risk" that could be perceived as an attempt to distance the company from the incident. Instead, a comprehensive recovery plan, potentially spanning three years, is recommended. This plan would involve engaging with all stakeholders, including customers, staff, commercial partners, and influencers, to reassure them of the company's commitment to safety and rebuilding trust. The response in the coming weeks and years will be crucial in determining the company's ability to win back the confidence of its visitors.
Kariem, an education technology professional, was at the park celebrating his fiancée's niece's 13th birthday. Witnesses described him being thrown from his seat and striking the ride's metal frame before falling. Images of the incident that have circulated on social media have led Kariem's family to plead for their cessation.