Sandra Daniels

Sep 25, 2017, 16:21 PM

Jodi Helmer

While working as a field producer for a television station in Fort Worth, Texas, Sandra Daniels was assigned a segment about Six Flags Over Texas. During production, she learned that the park was hiring a public relations manager. Daniels applied and landed the role, leaving a decades-long career in broadcast journalism to join the amusement industry.
sandra daniels
Looking back on her choice to join Six Flags Over Texas in 2000, Daniels says, “Joining this company was the best career decision I have ever made.” 

Daniels spent seven years managing communications and public relations for Six Flags Over Texas and Hurricane Harbor where she helped oversee 40th anniversary celebrations and new ride and special event launches. 

In 2007, Daniels left the flagship park, moving into a director of communications role before landing her current position as vice president of corporate communications for Six Flags, working with the communications teams at all 20 parks in the United States, Canada and Mexico. 

“It is extremely rewarding to be part of an industry that is dedicated to making people happy,” she says. “Our President and CEO [Jim Reid-Anderson] often says that we have the best jobs in the world, and we really do.”

The “best job in the world” comes with a lot of responsibilities. 

As vice president of corporate communications, Daniels spends her time working within the corporate marketing division implementing communications strategies, generating brand awareness through earned media, writing and distributing press releases, coordinating interviews with Six Flags team members and assisting the media to tell the story of the parks. The role is also a lot of fun. 

“There is always something new and exciting happening at Six Flags,” she says.

Daniels was part of the team that introduced the first hybrid and virtual reality roller coasters, spread the news about a new Mardi Gras Parade and Festival and hosted celebrities ranging from the Kardashians to soccer sensation Neymar Jr. Daniels was also involved in creating “fun PR stunts” like breaking the Guinness World Record for the most couples kissing under the mistletoe.

As part of a team of amusement industry professionals, Daniels says, “I am constantly inspired by my colleagues, many of whom have spent their entire careers at Six Flags and for them and for me, it is so much more than ‘just a job.’”

Daniels believes that the industry’s most important role is ensuring, a safe and fun environment for guests and team members.

Communicating the “safety first” aspect of park operations is one of the most challenging parts of the job, according to Daniels.

“[T]he biggest challenge lies in trying to help our guests and the media understand and appreciate the intricacies and multiple layers of our safety systems,” she says. “The safety of our guests and team members is always our highest priority.”

IAAPA, she says, is another industry essential.

Daniels joined the organization in 2000 and currently serves on the Global Media and PR Committee, working alongside global public relations professionals to oversee the development of crisis communications support materials and establish positions on key issues. Prior to joining the Global Committee, Daniels served on IAAPA’s North American Media and PR Committee.

“IAAPA serves its members well, providing a wealth of resources for the betterment of the industry,” she says. “Everyone looks forward to the annual IAAPA Attractions Expo…[to] reconnect with friends and colleagues and celebrate individual and collective achievements…the tremendous amount of insight, best practices and support gained is invaluable.”