Why Jana’s partnership with Travis Kelce could tip the balance and revive Six Flags’ business

Firm: Six Flags Leisure (FUN)

Enterprise: Six Flags Leisure is a regional amusement-resort operator with roughly 27 amusement parks, 15 water parks and 9 resort properties throughout 17 states in the US, Canada and Mexico. The corporate gives memorable experiences to thousands and thousands of visitors yearly with coasters, themed rides, thrilling water parks, resorts and a portfolio of mental property akin to Looney Tunes, DC Comics and Peanuts. The corporate’s parks embody Hurricane Harbor Phoenix, California’s Nice America, Knott’s Berry Farm, Knott’s Soak Metropolis Waterpark, Six Flags Magic Mountain, Six Flags Discovery Kingdom, Six Flags Over Georgia, Six Flags White Water, Cedar Level Shores Waterpark, Six Flags Nice America, Six Flags Fiesta Texas, Hurricane Harbor Splashtown, Dorney Park & Wildwater Kingdom and others.

Inventory Market Worth: $2.60 billion ($25.63 per share) 

Activist: Jana Companions

Possession: ~9%

Common Price: n/a 

Activist Commentary: Jana is a really skilled activist investor based in 2001 by Barry Rosenstein. They made their identify taking deeply researched activist positions with well-conceived plans for long-term worth. Rosenstein referred to as his activist technique “V cubed.” The three “Vs” had been: (i) Worth: shopping for on the proper value; (ii) Votes: realizing whether or not you will have the votes earlier than commencing a proxy combat; and (iii) Number of methods to win: having a couple of technique to reinforce worth and exit an funding. Since 2008, they’ve progressively shifted that technique to 1 which we characterize because the three “Ss” (i) Inventory value – shopping for on the proper value; (ii) Strategic activism – sale of firm or spinoff of a enterprise; and (iii) Star advisors/nominees – aligning with prime business executives to advise them and take board seats if mandatory.

What’s occurring

On Oct. 21, Jana introduced that it had partnered with Travis Kelce, Glenn Murphy and Dave Habiger in an funding in Six Flags Leisure and plans to interact with the corporate’s board and administration concerning alternatives to reinforce shareholder worth and enhance the visitor expertise.

Behind the scenes

Six Flags Leisure is a regional amusement-resort operator with roughly 27 amusement parks, 15 water parks and 9 resort properties throughout 17 states in the US, Canada and Mexico. In November 2023, Six Flags introduced that it could be merging with Cedar Honest. Whereas this information acquired backlash from some traders, most notably from activist Land & Buildings, the merger was accomplished in July 2024. On the time, this merger appeared like a chance to mix Six Flags’ regional dominance in amusement parks, sturdy licensing preparations (akin to its lifetime IP settlement with Warner Brothers) and fashionable tech and pricing spine with Cedar Honest’s operational self-discipline, best-in-class park expertise and excessive buyer satisfaction charge to generate synergies and elevate Six Flags’ asset worth.

Nevertheless, this association has not likely gone as deliberate. Within the second quarter, Six Flags confronted extreme climate circumstances throughout their typical peak Could to June season, which resulted in substantial EBITDA and attendance misses. Furthermore, the corporate entered this era extremely levered from the merger, and these misses solely amplified the corporate’s steadiness sheet issues within the eyes of traders. This despatched Six Flags’ share value down over 58% from the completion of the Cedar Honest merger to the day previous to Jana’s announcement.

Inventory motion like this on in any other case sturdy companies that is because of an idiosyncratic occasion like climate that isn’t more likely to recur usually will get the eye of excellent worth traders. Nevertheless, Six Flags does produce other points, particularly poor operational execution, integrating the Cedar Honest merger and figuring out a brand new CEO, as CEO Richard Zimmerman has introduced he’s stepping down from his position on the finish of 2025.

Jana Companions is now the fifth activist investor on this inventory. Different embody Sachem Head (4.82%), H Companions (4.59%), Dendur (4.38%) and Land & Buildings (n/a). All of these different activists, besides L&B, have acquired board illustration.

Jana, because it usually does, is coming in with an All-Star crew: Glenn Murphy, government chairman of Petco and former chairman and CEO of the Hole; Dave Habiger, chairman of Reddit; and NFL Celebrity Travis Kelce. The funding group holds a roughly 9% financial curiosity and plans to interact Six Flags’ board and administration crew to discover methods to reinforce shareholder worth and enhance the visitor expertise.

A lot of Jana’s marketing campaign echoes the qualms already raised by the opposite activists within the inventory, together with the corporate’s potential to unlock worth by reinvigorating the enterprise as a standalone firm with a brand new CEO and/or monetizing the actual property, and even promoting your entire firm. No matter which plan is pursued, the corporate should instantly begin down the street of fixing its operational points.

Operationally, Six Flags has forfeited a considerable alternative by failing to combine its consumer-facing expertise. Greater than a 12 months post-merger, Six Flags nonetheless operates over 10 completely different apps, and even primary transactions like buying a season cross on the web site have been unreliable, so modernizing and streamlining this expertise may go a great distance.

The corporate additionally must reexamine its working technique throughout inclement climate and undertake a extra disciplined capex framework. For instance, regardless of this poor climate through the second quarter, Six Flags nonetheless saved its parks open on extra days throughout this quarter than the identical interval final 12 months, leading to vital and pointless losses.

Jana additionally believes Six Flags has the chance to leverage its current actual property to implement year-round and inclement weatherproof experiences, akin to indoor skydiving and trampoline parks.

Subsequent, the corporate must reinvigorate its promoting and advertising and marketing. Six Flags is among the most recognizable leisure manufacturers, however its promoting has been stale, abandoning regional advertising and marketing efforts whereas additionally lacking the chance to leverage its nationwide scale. Whereas the brand new CEO will possible have good concepts on this space, accessing Travis Kelce, one of the common and favored celebrities on this planet throughout all demographics is a worthwhile potential advertising and marketing asset. (For instance, look what Sydney Sweeney has already performed for American Eagle with only one advert.)

Kelce has not signed on as a model ambassador or in any capability aside from as a shareholder, however he’s a real fan of amusement parks like Six Flags, has already added promoting worth to the corporate simply by speaking about it on his podcast and there may be all the time a possible to do extra with him both informally or by way of some kind of an settlement. Model revitalization catalyzed by Kelce’s energetic involvement gives a significant alternative to raise attendance and engagement at Six Flags.

JANA’s partnership with Mr. Kelce is unprecedented in two respects: 1) it pairs an activist and a world-famous movie star that has personally invested within the firm and is utilizing their star energy to spice up the corporate’s model from the skin in a extremely genuine method, and a pair of) it brings a superbly tailor-made resolution to rejuvenate the corporate’s branding and advertising and marketing, reaffirming its cool issue and resolving any concern about Six Flag’s model relevance that has weighed on the corporate’s a number of.

Lastly, and doubtless most significantly, the continuing CEO course of presents a golden alternative to recruit a world class operator able to executing upon these initiatives. On the earth of shareholder activism, there will not be many higher alternatives for worth creation than the activist having a say in figuring out a brand new CEO for a fantastic however struggling enterprise.

With a number of activists taking part on this course of, we’d anticipate the brand new CEO to be a first-rate operator with sturdy views on creating worth for shareholders. Furthermore, a reconstituted board over the previous a number of years and the addition of Kelce as a possible formal or casual model ambassador could improve the standard of the candidate pool.

That each one being stated, a CEO emptiness can also be usually the right time to discover strategic options, and Jana continues to be urging the corporate to guage a possible sale of underperforming parks and/or your entire firm.

Ought to Six Flags place itself for a sale, there would possible be each personal fairness and strategic curiosity. Apollo, for instance, tried to amass Cedar Honest again in 2010 earlier than their merger fell by way of as a consequence of lack of investor help, and Blackstone already owns Nice Wolf Lodge – a complementary asset.

When it comes to strategics, the rising media and leisure development of integrating bodily park property into cross-platform media ecosystems makes the business a logical candidate. Media titans like Disney and Comcast have already supplied the blueprint on learn how to leverage amusement parks to advertise mental property.

Paramount, the third peer to Disney and Comcast, is the one one with out an amusement park after curiously promoting 5 Paramount Parks to Cedar Honest in 2006. This turns into much more intriguing now that Paramount has made a $57 billion bid to amass Warner Bros Discovery. Six Flags has a licensing settlement with Warner Brothers and at a present $2.6 billion market cap, can be a logical add-on to its acquisition by Paramount, or any strategic investor for that matter. (Netflix has additionally proven curiosity).

Jana is a extremely skilled activist with a observe report for exhibiting up with operators tailored for a corporation’s particular issues, and that is precisely what they’ve performed right here. The right model ambassador and two company legends with nearly unparalleled client and technology-based operational turnaround experience could also be precisely the drugs required right here. With that in thoughts, we’d usually argue that that is too crowded of a shareholder base for Jana to realize board illustration, as there are already six administrators on the board who had been appointed pursuant to an activist settlement. Nevertheless, we imagine that the activists with representatives already on the board are like-minded to Jana and would welcome administrators of this high quality to assist pursue a path all of them appear to agree on.

Ken Squire is the founder and president of 13D Monitor, an institutional analysis service on shareholder activism, and the founder and portfolio supervisor of the 13D Activist Fund, a mutual fund that invests in a portfolio of activist investments.

Disclosure: Comcast is the father or mother firm of NBCUniversal, which owns CNBC. Versant would develop into the brand new father or mother firm of CNBC upon Comcast’s deliberate spinoff of Versant.