SeaWorld attendance sinks despite discounts
Attendance, profit and revenue slipped in the second quarter for embattled amusement park operator SeaWorld Entertainment.
The company acknowledged lingering “brand challenges” in California and blamed the earlier timing of Easter and heavy rain in Texas for its second-quarter performance.
It has been battered by a wave of negative publicity following the 2013 documentary Blackfish, which raised questions about the treatment of killer whales and their interactions with trainers at the company’s parks.
Despite discounts, promotions and a marketing campaign to improve its image, attendance fell 2% to 6.48 million compared to the same period a year ago. Net income plummeted 85% to $5.8 million. Revenue declined 3% to $391.6 million.
SeaWorld’s stock declined by more than 5% in pre-market trading but recovered and finished up about 1% at $18.14. The company noted it still plans to meet its profit target for the year.
Company CEO Joel Manby said on a conference call he would outline a new strategic vi- sion for the company at a special event Nov. 6. Manby, who joined the company four months ago to rehabilitate operations, has been slashing spending and investing in a marketing campaign to improve the company’s image.
Manby said a soon-to-open shark-themed exhibit at the company’s park in Orlando and the area’s “biggest, tallest, longest, fastest coaster,” set to open in 2016, will boost attendance despite a competitive market.
The company will also open an exhibit in San Antonio that will allow customers to swim with dolphins in a “naturalistic” setting, Manby said. “I am confident that we are stabilizing,” he said.