Six Flags is struggling. Why NFL's Travis Kelce is joining investors to make changes

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Struggling theme park operator Six Flags came under more pressure this week, as Kansas City Chiefs football player Travis Kelce joined an activist investor group’s effort to push for the company to improve the customer experience at its parks.“I am a lifelong Six Flags fan and grew up going to these parks with my family and friends,” Kelce said in a statement.“The chance to help make Six Flags special for the next generation is one I couldn’t pass up.”Kelce grew up in Cleveland Heights, Ohio, about 70 miles from Cedar Point, which is operated by Six Flags.

In addition to being a Super Bowl champion, Kelce is also known as Taylor Swift’s fiance, host of the show “Are You Smarter Than a Celebrity?” and co-host of podcast “New Heights” with his brother Jason.Kelce’s joining of an investment group comes as Six Flags has faced challenges, with its CEO, Richard Zimmerman, set to step down this year.

Company officials had hoped that an $8-billion merger completed in mid-2024, combining the owner of Six Flags Magic Mountain with the amusement park chain Cedar Fair — owner of Knott’s Berry Farm and California’s Great America — would chart a path to financial success.The combined company has been led by Cedar Fair’s executives, who pursued a strategy of trying to control the mountain of debt, selling off under-performing parks and trying to boost visitors.

Travel & Experiences The Valencia amusement park is cherished for its mix of coaster styles — be it wooden, loop-based, single-rail or ones with mind-confounding seats that rotate 360 degrees.But the turnaround has been elusive.In August, Zimmerman said that the company’s second-quarter results fell short of its expectations, citing poor weather and a challenging consumer environment.Six Flags reported a net loss of $99.6 million in the second quarter, compared with a profit of approximately...