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Sea change at SeaWorld
Congratulations to Joel Manby and his team at SeaWorld Parks & Entertainment for embracing reality and having the courage to move the company forward. Regardless of which side of the fence you were on regarding the earlier controversy surrounding the US park operator, it was clear that it was time to move on. SeaWorld’s decision to stop the performing orca shows in its parks marks
the end of an era of for live orca entertainment but is proof that, like many attractions in our industry, tastes change and we must yield to those changes. Some of us will remember fondly those tearjerker moments in the whale shows of the past, but kudos to SeaWorld for the excellent advertising explaining the company’s change in policy. Now lies the question: How will SeaWorld adapt to this era of change? Here are some suggestions: With Shamu loosing his sheen,
The performing whale shows are to become a thing of past at SeaWorld
SeaWorld’s parks needs some new intellectual properties, and that may mean turning to some external brand owners. Although SeaWorld is noted for the excellence of its operations, the
“sea” thing alone doesn’t have the bling that draws the crowds, and nor do the company’s exquisite landscaping and flora. Perhaps the most likely way to get this would be to partner with an owner of intellectual properties, and better still find some that fit the marine theme. An interesting development, leveraging its own IP, is SeaWorld Orlando's plans to create a storyline in virtual reality to accompany the park's Kraken rollercoaster when it gets a VR reboot next spring. It's also worth noting that SeaWorld Parks & Entertainment has existing IP agreements with the owners of Sesame Street, which it features within several of its non-marine parks, such as Sesame Place and Busch Gardens, but there’s not an IP with sufficient synergies to be exploited there. How about partnering with Nickelodeon, no stranger to licensing deals but with no park outlets in the US at the moment other than Nickelodeon Universe at the Mall of America in Minnesota. Certainly SpongeBob SquarePants is no stranger to the sea! More rides might help. Following the opening this summer of the big B&M coaster Mako in Orlando, SeaWorld San Diego has announced plans for a jetski coaster called Wave Breaker. But SeaWorld and its sister Busch Gardens sites have always been about
more than just iron rides with a little theming. Attractions such as Manta and, at Busch Gardens Tampa, Cheetah Run, Cobra’s Curse and Jungala, integrate animals in a way only SeaWorld could. Certainly increased interactivity with animals, done sympathetically and with respect to the animals of course, provides guests with truly fulfilling experiences. SeaWorld also excels at live entertainment, and not just that featuring live animals. Last fall, I attended the Halloween Nights at Busch Gardens in Williamsburg and frankly it rivalled Halloween Horror Nights at Universal Studios. This and other SeaWorld productions demonstrate the talent that this company has within its ranks. I wish the folks at SeaWorld the best of luck as they move forward with their new strategy.
Dr Samuels has written almost 200 articles for the theme park, amusement and entertainment industries. He provides diverse consulting services in marketing, facility development, customer service, safety, crowd and event management and promotional activities such as birthday parties. He can be reached at
samuelsj@mail.montclair.edu. Declaration of interest: Dr Samuels is currently involved in some business relationships with SeaWorld Parks & Entertainment, however, none of the above comment is based on any insider information
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Concept art for the Cirque du Soleil resort in Mexico
Goddard update H
From Cirque du Soleil to Chimelong – new projects revealed
ollywood-based entertainment design firm, the Goddard Group has unveiled details about a roster of upcoming projects across Asia and both North America and Latin America. And before you dismiss these
artist's impressions as fanciful, rest assured five major destinations are currently already under-construction. Of all the projects currently underway, it appears to be the Cirque du Soleil
resort in Mexico that's garnered the most international attention so far. Maxim magazine in the United States recently described the project as being “the world’s most incredible theme park.” Rising out of the jungle as the sprawling Vidanta resort in Nuevo Vallarta it will provide audiences with a new kind of park, with a high level of interactivity. Gary Goddard, Goddard Group Chairman and CEO, is characteristically
very confident about the project and its prospects: “I'm calling the ‘experience park’. I believe it’s as revolutionary today as Walt Disney’s term 'theme park' was when it replaced the term 'amusement park' back in 1955. We are truly going to change the game.” As well as helping to transfer the stage show The Encounter from its sold-out runs in London and Edinburgh to the Broadway stage, Goddard remains very active in Asia, historically the company’s strongest market. Several Goddard Group designed projects are in the throes of construction, including Hengdian Shanghai Bund Movie World, Haichang Polar Ocean World near Shanghai and the Kingdom of Poseidon project in Harbin. Others are in early stages of planning, including major upcoming projects in Indonesia, Macau, Korea and other cities across China, as well as back in the USA. Perhaps most significant for Goddard Group is the recent announcement of a
strategic partnership with respected park developer Chimelong. Whilst specific details were not available in time of writing, Goddard hints at what could be expected. “The chairman of Chimelong, Mr Su, has his finger on the pulse of the Chinese public in a way I’ve not seen elsewhere in the country. He is also dedicated to creating quality theme parks, resorts and experiences. Having worked with a number of visionary owners and developers over several decades, I can say that Chairman Su is cut from the same cloth. Working together, the Chimelong and GG teams will create what I believe will become one of the greatest new theme parks in the world.”
Concept art for a new park project the Goddard Group is developing for Chimelong in China
NOVEMBER 2016
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