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Investing.com -- Six Flags Entertainment (NYSE:FUN) stock surged as much as 15% Tuesday after activist investor Jana Partners disclosed a 9% stake in the theme park operator, partnering with NFL star Travis Kelce and other investors.
New York-based Jana Partners revealed the approximately $200 million combined investment at the 13D Monitor Active-Passive Investor Summit. The activist fund is pushing for significant changes at Six Flags, including improved marketing, enhanced customer experience, technology modernization, leadership refreshment, and potentially exploring a sale.
Jana Managing Partner Scott Ostfeld believes Kelce’s involvement presents a significant opportunity to boost park attendance and strengthen the Six Flags brand. "We look forward to working with the Six Flags board and management to unlock shareholder value for the benefit of all stakeholders," Ostfeld said at the summit.
Kelce, who gained additional fame through his relationship with Taylor Swift, described himself as a "lifelong Six Flags fan" in a statement. "The chance to help make Six Flags special for the next generation is one I couldn’t pass up," the Kansas City Chiefs tight end said.
The investment comes as Six Flags struggles with declining park attendance and weather-related challenges. The company’s shares have dropped more than 50% YoY as of midday Tuesday, giving it a market value of approximately $2.2 billion.
The activist group, which includes consumer executive Glenn Murphy and technology executive Dave Habiger alongside Kelce and Jana Partners, plans to engage with Six Flags’ board and management regarding opportunities to enhance shareholder value and improve the guest experience.