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<title>LAS VEGAS RJ:BUSINESS: Designer's career now a real rolle...</title>
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<h1>Designer's career now a real roller-coaster ride</h1>
<a href=/lvrj_home/help_about/rjstaff_email.html>By Melissa Bearns Associated Press</a></font><p>
</b>MILLERSVILLE, Md. -- Jim Seay likes to make people scream.
<br>As the president of Premier Rides Inc., one of the pre-eminent roller-coaster designers and manufacturers 
in the world, he does a good job.
<br>Using rocket science, his company developed roller coasters that use magnets and electricity 
to propel passengers through gravity-defying loops and rolls. The award-winning technology has sent the 
5-year-old company to the top of the industry faster than its 70 mph coasters plunge and twist along 
their graceful tracks.
<br>Premier Rides has designed and built coasters for Six Flags and Paramount amusement parks, and recently 
extended its reach overseas through an alliance with TOGO, a Japanese amusement park supplier.
<br>"The great thing about this industry is that people's concept of what a great experience is is constantly 
changing," Seay said.
<br>Premier's engineers introduced the first linear induction motor, or LIM, coaster in 1996. The technology 
was originally developed in the 1940s for launching rockets, but Seay and his engineers were the first to 
successfully apply it to roller coasters. Instead of towing cars up an incline and relying on gravity to build 
speed and momentum, linear induction motors create a "magnetic river" that propels the coaster, allowing it to 
quickly accelerate or decelerate throughout the ride.
<br>That lets Premier's engineers create just about anything they can imagine. The new coasters have numerous 
loops and drops that spiral directly into rolls -- meeting the demands of a public always looking for something 
wilder and faster.
<br>The 38-year-old man behind the thrills is free-spirited and easygoing, but also ambitious and determined.
<br>"He's driven to succeed and very focused," said Richard Carpenter, a former Cornell University roommate who 
still sees Seay regularly. "He's put in the time and made a lot of sacrifices."
<br>Friends from Cornell describe him as a sharp dresser and partier who cruised to class in Italian sports cars 
he had restored and rebuilt.
<br>Cosmopolitan magazine picked Seay as the bachelor of the month in May 1990, when he was an engineer at Six Flags 
Magic Mountain in Valencia, Calif. He posed for photographers in a leather jacket on his Harley motorcycle.
<br>Seay is still single, and still loves motorcycles.
<br>"Today's environment is very stressful. It's a constant barrage with cell phones, beeper, pagers, e-mail," Seay said. "
The Harley always represented a great escape for me."
<br>Seay also exercises a desire for adventure he thinks was instilled by the "Star Wars" movies of his childhood by 
racing sailboats, skydiving, bungee jumping and in-line skating in heavy traffic.
<br>It was by a strange twist that Seay wound up as a roller-coaster executive.
<br>Raised by his bohemian mother and stepfather in Europe and Stamford, Conn., Seay didn't get to many amusement parks 
as a child. He does remember one ride on a beat-up coaster that left him with one impression: fear.
<br>He was working at Hughes Aircraft in Los Angeles when a mentor suggested he apply for an engineering job at Six Flags. 
His work came to the attention of others in the industry, including Premier Rides' owner and founder Peter Schnabel. 
Schnabel offered Seay a job as executive vice president of engineering in 1995.
<br>When Schnabel retired two years later, Seay bought 70 percent of the company. Last September, he bought the remaining 30 percent from another Premier employee, making him the sole owner.
<br>Seay credits his young, energetic staff of about a dozen people with helping Premier stay on the cutting edge. His two primary engineers are 28 years old.
<br>"Premier is one of the top handful of coaster manufacturers in the world," said Paul Ruben, North American editor of Park World, a monthly trade magazine.
<br>Premier's rise comes at a time of rapid expansion for the industry. The 55 coasters being built in the United States this year is the most in one year since the 1920s, Ruben said.
<br>Last year, the International Association of Amusement Parks and Attractions gave Premier its highest award for the innovation that has had the most impact on the industry.
<br>Now other companies are trying to duplicate LIM coasters, but are negotiating obstacles Premier has already overcome, said Gary Slade, owner and publisher of the monthly trade magazine, Amusement Today.
<br>They've been very successful in a very short period of time," said Slade. "I see nothing but brighter and busier roads ahead for Jim Seay."
<br>Premier has completed seven LIM coasters and has three more in the works for 1999. Six Flags Theme Parks has been Premier's main customer, buying six of the rides, which can cost more than $10 million each.
<br>Premier is also pushing the limits once again with a new type of ride, the Liquid Coaster, that combines a LIM coaster with a water ride. Buzz Saw Falls is set to open this year at Silver Dollar City in Missouri.<br><hr>
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