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Busch Entertainment Corp. is now SeaWorld Parks & Entertainment

By Mitchell Botwin
Published: December 1, 2009 at 10:43 AM
The Blackstone Group this morning closed its $2.3+ billion purchase of the now-former Busch Entertainment Corp. theme parks. Which means that the chain now has a new name: SeaWorld Parks & Entertainment.

Added by Robert: The Busch Gardens theme parks in Williamsburg, Virginia and Tampa, Florida will retain their names, although they are now officially "owned by SeaWorld." Which is a flip from the SeaWorld parks being "owned by Busch."

Here is the obligatory press release quote:

The new name reflects the prominence of the SeaWorld brand in both the family travel industry and among the company’s portfolio of parks.

“It is one of the world’s most widely recognized and respected family travel brands,” said Jim Atchison, SeaWorld Parks & Entertainment President. “SeaWorld has been a brand associated with quality family entertainment since SeaWorld San Diego opened its gates for the first time in March 1964.”

Translation: The name with the higher attendance total wins.

Readers' Opinions

From Vickie Boyd on December 1, 2009 at 10:59 AM
I like an idea the owner of BGWFans' website came up with. SeaWorld Parks & Adventures: SPA.

I'm not sure I am happy or even understanding this really. If they are removing Busch from that, why aren't they removing it from the theme parks, too? It doesn't make much sense.

Wait, does this mean Worlds of Discovery no longer exists? They should have just used that. They already have it.

From Robert Niles on December 1, 2009 at 11:06 AM
Worlds of Discovery was a weak brand because there was no widely-used, non-generic word within it that was primarily associated with this company.

SeaWorld is the best brand that the new company has. "Busch" has legacy issues with the beer company. That said, I do like the sound of "adventure" as opposed to "entertainment," though entertainment is more honest about what they do.

I suspect that "& Entertainment" got tacked on because "SeaWorld Parks" sounded too parallel to "Disney Parks," which is a lousy brand as it is.

From Derek Potter on December 1, 2009 at 11:13 AM
Could also be a contractual/business thing, because the parks are no longer affiliated with A-B or Inbev, and the name Busch is related to that product. They probably can't call the company Busch Entertainment anymore, nor would they probably want to. They must have a clause in the sale that allows them to at least temporarily keep the Busch Gardens name for the parks. It does make perfect sense to simply call the company SeaWorld Parks and Entertainment.
From 204.149.81.7 on December 1, 2009 at 11:42 AM
Not sold on the "Parks and Entertainment" name. As for Disney, I wish they would go back to "Walt Disney Attractions" as it's much more encompassing of all that they do.
From David Graham on December 1, 2009 at 2:33 PM
Think I'll go home and drink a Inbev Bud product to celebrate hopefully great things now with the new owners offically :o)
From 153.9.83.144 on December 2, 2009 at 9:24 AM
I wasn't really sold on the Worlds of Discovery branding for the month or so that we had that, but the new name is too much like an old super friends episode with the whole SeaWorld and Friends kind of name.

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