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Travis Kelce recently bought equity in Six Flags alongside Jana Partners. It sounded like a big, promising investment from the Kansas City Chiefs star. After all, Six Flags just merged with Cedar Fair in July 2024, forming a theme-park giant that operates some of the most popular parks in the U.S. One of them, Cedar Point, sits only about 70 miles from where Kelce grew up in Ohio. But then came unexpected news. Six Flags America in Maryland just shut down after more than 50 years in operation. The announcement hit just days after Travis Kelce’s involvement became public. Six Flags just thanked fans in a message on X, saying, “Thank you, Six Flags America fans, for 50 years of family fun. We will always cherish the memories made together. 💙” ADVERTISEMENT Article continues below this ad It feels like the end of a nostalgic chapter for many families. The Prince George’s County attraction wasn’t always a theme park. It opened in 1974 as The Wildlife Preserve, a drive-thru safari. Over time, it changed hands and concepts until Six Flags officially took over in 1999. But earlier this year, the company confirmed that both the theme park and Hurricane Harbor water park would close. ADVERTISEMENT Article continues below this ad So, Travis Kelce bought equity in the company right as Six Flags navigates major turbulence. CEO Richard Zimmerman plans to step down this year. The company had hoped the $8-billion merger with Cedar Fair would fix things – cutting debt, selling under-performing parks, and boosting attendance. But the turnaround has been harder than expected. In August, Zimmerman admitted that the second-quarter results of Six Flags fell short due to bad weather and a tough consumer market. This raises real questions. How many more parks will close? Some people already worry about declining experiences as the company reduces staff and trims seasonal events. So what exactly is Travis Kelce trying to do here? Read Top Stories First From EssentiallySports Click here and check box next to EssentiallySports All about Travis Kelce’s investment in Six Flags Kelce’s investment in Six Flags aligns with an activist push to improve the customer experience. That’s important because theme parks run on nostalgia, fun, and repeat visits. If people stop feeling the magic, what’s left? A few days ago, Kelce also spoke emotionally about his childhood in amusement parks run by Six Flags. ADVERTISEMENT Article continues below this ad “I am a lifelong Six Flags fan,” Kelce said, along with a video of him as a kid with his family at Cedar Point. “The chance to help make Six Flags special for the next generation is one I couldn’t pass up.” The Chiefs’ TE had earlier invested in a business with 1587 Prime, a Kansas City steakhouse co-owned with Patrick Mahomes. But this time, Kelce teamed up with Jana Partners, a firm that isn’t a passive investor. They’re known for pushing change fast and selling when the value rises. Some experts call activist investors ‘rabble rousers’ for a reason. So, it’s not charity but a strategy for Jana. Will Travis Kelce’s star power soften the activist pressure? Probably, and that’s part of the plan. Some people have even suggested that Kelce brings a friendly and recognizable face to their efforts. But to Kelce’s credit, his business ventures usually go beyond profit.
