Jim Reid-Anderson, who was appointed chief executive of US theme park operator Six Flags in August 2010, has revealed that the company will invest up to US$90m (£56m, 63m euro) on new rides each year.

Speaking to Attractions Management, Reid-Anderson said the amount would be the equivalent of 9 per cent of annual revenue.

The decision is a complete change of direction for the company, as previously the strategy was to invest in only a few new rides each year throughout the portfolio of 19 parks.

Describing the previous strategy, he said: "That limited the excitement you can create for your guests. I believe guests like new things. We'll have something new, every year, in every park."

Six Flags filed for Chapter 11 bankruptcy protection in 2009 and emerged from it in May 2010. Since the appointment of Reid-Anderson, the group has experienced a revival and reported 7 per cent increase in revenue for the first quarter of 2011.

To read the full interview with Reid Anderson, click here to access the latest issue of Attractions Management