Seems like everyone is trying to peer into SeaWorld’s future these days (and they should be!). But Will Coldwell of the Guardian does a really nice job of picking up all the trends in play right now:
While SeaWorld continues to dig its heels in – pointing out that tens of thousands of visitors are in its parks right now – others are responding more progressively. In 2012 the National Aquarium in Baltimore, a highly regarded institution synonymous with its dolphin show, cancelled its performances. Since then visitors have been able to sit and watch the dolphins as they are simply taken care of by staff. Now, the aquarium is considering retiring their eight bottlenose dolphins altogether and is in talks to create the first ocean-side dolphin sanctuary in the US. Its decision was based on regular polling of visitors; it learned that people no longer felt comfortable with the show.
“Our audience has evolved,” Aquarium CEO John Racanelli told Baltimore Magazine. “Baby boomers grew up on Flipper, but millennials grew up on Free Willy and The Cove. They are interested in these animals being treated more humanely.”
Others are following suit. This September, the Clearwater Aquarium in Florida announced it would also end animal shows, choosing to focus on rehabilitation and marine resources instead. When asked by the Guardian if SeaWorld would ever consider a similar move, the company said the terms “retire” and “sanctuary” are misplaced in the context of animal care. But added: “The short answer is no.”
I think it’s very telling that Baltimore’s National Aquarium based its evolutionary leap toward the future on polling its own visitors. Presumably SeaWorld is regularly polling its audience as well, and I wonder what those surveys are saying (maybe that info will turn up in one of the imminent shareholder lawsuits).
Read the whole thing. You’ll finish with a good understanding of all the forces in play right now.