Struggling theme park operator Six Flags got here underneath extra strain this week, as Kansas Metropolis Chiefs soccer participant Travis Kelce joined an activist investor group’s effort to push for the corporate to enhance the shopper expertise at its parks.
“I’m a lifelong Six Flags fan and grew up going to those parks with my household and mates,” Kelce stated in a press release. “The prospect to assist make Six Flags particular for the subsequent era is one I couldn’t move up.”
Kelce grew up in Cleveland Heights, Ohio, about 70 miles from Cedar Level, which is operated by Six Flags. Along with being a Tremendous Bowl champion, Kelce is often known as Taylor Swift’s fiance, host of the present “Are You Smarter Than a Superstar?” and co-host of podcast “New Heights” along with his brother Jason.
Kelce’s becoming a member of of an funding group comes as Six Flags has confronted challenges, with its CEO, Richard Zimmerman, set to step down this 12 months.
Firm officers had hoped that an $8-billion merger accomplished in mid-2024, combining the proprietor of Six Flags Magic Mountain with the amusement park chain Cedar Honest — proprietor of Knott’s Berry Farm and California’s Nice America — would chart a path to monetary success.
The mixed firm has been led by Cedar Honest’s executives, who pursued a technique of making an attempt to regulate the mountain of debt, promoting off under-performing parks and making an attempt to spice up guests.
However the turnaround has been elusive. In August, Zimmerman stated that the corporate’s second-quarter outcomes fell in need of its expectations, citing poor climate and a difficult shopper setting.
Six Flags reported a internet lack of $99.6 million within the second quarter, in contrast with a revenue of roughly $55.6 million in the identical quarter a 12 months earlier. General park visitation dropped 9% to 14.2 million visitors from a 12 months earlier.
Six Flags stated visitation improved this summer time. For the nine-week interval ended Aug. 31, there have been 17.8 million visitors, up 2% in comparison with the identical interval in 2024. However revenues for a similar time interval dropped 2% to $1.1 billion, partly a results of promotions designed to get extra folks within the parks, the corporate stated.
Questions have been raised about what number of extra of Six Flags’ theme parks could be shuttered and bought off, and whether or not the theme park expertise was being degraded as Six Flags laid off theme park presidents and canceled some seasonal occasions.
Now comes the recruitment of Kelce, who’s a part of an funding coalition — it consists of New York-based Jana Companions, shopper government Glenn Murphy and know-how government Dave Habiger — that owns about 9% of Six Flags.
In a press release, Six Flags stated: “We admire the views of shareholders and take their suggestions significantly as we proceed to advance our initiatives to extend attendance, improve our visitor expertise and drive worthwhile development and shareholder worth.”
Six Flags, the biggest amusement park operator in North America, is now at an inflection level.
The corporate says it has confronted heavy competitors for the leisure time of its visitors. It’s investing greater than $1 billion in new rides and points of interest within the subsequent two years, together with a brand new curler coaster at Magic Mountain in Valencia. It has tried to market itself as a extra reasonably priced, mid-tier amusement park that’s far inexpensive than a visit to Disney or Common parks.
In its effort to dramatically lower prices, Six Flags has made a lot of adjustments to its theme parks, and moved to a regional administration mannequin. In Could, Six Flags laid off the president of Knott’s Berry Farm in Buena Park, Jon Storbeck, and Six Flags Magic Mountain president Jeff Harris. Barbara-Lea Granter, the vice chairman and basic supervisor of California’s Nice America in Santa Clara, additionally exited the corporate in Could.
The corporate introduced plans to cut back employees by 10%, and eradicated about 135 full-time jobs throughout its California parks by the tip of June.
California’s Nice America ended most of its stay leisure performances this 12 months and canceled its seasonal occasions, together with its midsummer Carnivale, a Halloween-themed Tips and Treats celebration and its Christmas-themed Winterfest. Tips and Treats and Winterfest have been moved to the Six Flags Discovery Kingdom park in Vallejo.
In an buyers’ assembly in Could, Six Flags’ executives made a case to buyers how they thought they’ll get underperforming parks to do higher.
One space of potential development was Magic Mountain, the place attendance has declined by 15% since 2012, Six Flags’ chief industrial officer, Christian Dieckmann, stated through the buyers’ assembly. Six Flags predicts it might double the attendance there by way of a multimillion-dollar renovation of the Hurricane Harbor water park at Magic Mountain and different upgrades.
Questions on Magic Mountain’s future have popped up earlier than, together with an open debate whether or not to promote it off for actual property growth in 2007.
Throughout the Six Flags’ buyers’ assembly, chief monetary officer Brian Witherow stated one focus has been to develop the variety of season move holders and improve their visits. At prime parks, season move holders are likely to spend $275 per 12 months, in comparison with $85 for a single-day customer, Witherow stated.
One other important investor, Land & Buildings Funding Administration, has beforehand urged Six Flags to monetize extra of its actual property, probably by promoting off land.
“A mix of merger pains and traditionally poor climate have led to extremely detrimental sentiment,” stated the shareholder, which had opposed the merger.
Earlier than the merger, Cedar Honest bought off the land beneath California’s Nice America in 2022 to a San Francisco actual property firm, and agreed to a lease that expires in the midst of 2028, with an choice to increase it till 2033. The park is about to shut at any time when the lease ends.
Six Flags this 12 months additionally introduced plans to shut Six Flags America and Hurricane Harbor in Bowie, Md., after its final working day this 12 months on Nov. 2, and the land shall be put up on the market.
Jana stated in a press release that it plans to have interaction with Six Flags’ board and administration workforce to enhance the corporate’s advertising technique and operations, speed up know-how modernization, assess its management and consider potential acquisitions.
Having somebody of Kelce’s stature will assist elevate extra consciousness of the activist group’s efforts.
Adjustments are additionally happening at Six Flags’ board. Selim Bassoul, Six Flags’ government chairman, and lead unbiased director Daniel Hanrahan will step down from Six Flags’ board on the finish of the 12 months.
Six Flags on Friday added Jonathan Brudnick, a accomplice at activist hedge fund Sachem Head Capital, to its board as a part of an settlement.
“We invested in Six Flags as a result of we strongly imagine within the potential of the enterprise and that quite a few pathways exist to addressing the Firm’s present undervaluation,” Brudnick stated in a press release. “I look ahead to working with my fellow administrators to proceed the vital work underway to make sure Six Flags builds on its legacy because the premier amusement park firm in North America.”
Jana Companions has been an activist shareholder in different corporations, together with San Ramon, Calif.-based medical system enterprise CooperCompanies, the place Jana has pushed for the corporate to mix its contact lens division with Bausch + Lomb, in response to the Wall Avenue Journal, which was the first to report on Kelce’s involvement.
“We look ahead to working with the Six Flags board and administration to unlock shareholder worth for the good thing about all stakeholders,” stated Scott Ostfeld, Jana managing accomplice in a press release.
