I think its overdue Sea World rebrands/renames its company and all of its parks. Before calling me crazy, consider:
-Sea World literally hasn't made money as a public company ever.
-The shows, which have always been the biggest draw for the Sea World parks, have fallen out of public favor. People used to love going to Sea World to see the whales and dolphins perform, now [all biases aside because I love Sea World] people find those shows repulsive.
-People don't seem to care about the "new" Sea World heavily pushing rescue and new rides. Even with major new rides like B&M hyper coaster, attendance is still very bad.
-There is no way Sea World in Orlando can keep up spending wise for attractions to be big draws. Universal Orlando now not only has Harry Potter which increases length of stay, they also have a water park (Aquatica was a big draw for SWO) and Universal is also greatly expanding its hotel portfolio. No doubt the increased length of stay at Universal hurts Sea World. Both Disney and UO are now giant mega-resorts with their own hotels and water parks. People only have so much time and money on a vacation and they won't pass up on Harry Potter, Super Nintendo, or Star Wars for Sea World.
-Sea World in California can't compete with Universal or Disney attractions wise either...and California is the root of all their legislative problems (which they gave up trying to fight, smartly so because it would have been a huge waste of time and money).
-Ok so that's bad news their two biggest market parks are in trouble, but also consider that San Antonio is highly competitive as well. The coaster lovers are going to Six Flags, there are other things for tourists to do like the Alamo and River Walk, and the yuppies with kids are scarred by (what Scott Maxwell points out as the "Sea World stink).
-They can't keep losing money forever and cutting costs without increases in attendance/revenue is not a feasible long term business strategy. The cost cuts have to happen, but at some point in time business has to pick up. Attendance to most all other parks not only in Orlando, but all over the country, is up over the past 15 years.
Scott Maxwell recently wrote a report in the Sentinel about how they should rebrand SWO to Busch Gardens Orlando (the article can be read here)
So Busch Gardens Orlando, Busch Gardens San Antonio, Busch Gardens San Diego?
Personally I would take it a step further. I've searched the 10k's up and down for some sort of licensing fee revenue but can't find anything. Both Busch Gardens parks seem to be doing well but they are basically free advertising for a company it doesn't have anything to do with anymore. Why not just rebrand the whole company and rename all the parks to something new?
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