"I am honored to be selected as SeaWorld Entertainment's new CEO," Manby said in a news release. "This company has tremendous brands, and for more than 50 years, families have come to our parks to learn about animals, have fun and be entertained." As CEO of SeaWorld, Manby will oversee the three SeaWorld parks — in Orlando, San Diego, and San Antonio — as well as Busch Gardens Tampa, Busch Gardens Williamsburg, Sesame Place, and several water parks.
Over the years, Herschend's theme parks have earned a reputation among Theme Park Insider readers for excellent customer service and for delivering world-class experiences at parks that operate with budgets far below those at Disney, Universal, and even SeaWorld/Busch Gardens.
Manby's facing some tough challenges at SeaWorld, which has been suffering declining attendance for many years, especially in Orlando, as its parks have not been able to match the appeal of new attractions offered by its competitors. The SeaWorld parks have failed to react aggressively to challenges since the death of orca trainer Dawn Brancheau in 2010, whether they be attacks from anti-animal-captivity activists, or, more importantly, a slew of popular new attractions from direct competitors, such as Universal Orlando.
For years, SeaWorld did well by picking up extra days on Orlando-area visitors' Disney vacations. But with Universal Orlando charging forward to demand visitors' attention, time, and spending, SeaWorld's been left to watch its attendance dwindle in Orlando since 2010. SeaWorld and Busch Gardens just haven't offered a compelling case for why visitors should spend time with them instead of with Harry Potter, Transformers, The Simpsons, King Kong, Disney's New Fantasyland, or any of the other new attractions at competing theme parks. Delays in opening new rides such as Tampa's Falcon's Fury, haven't helped the parks build a case with the public.
In the meantime, SeaWorld's promotional efforts in recent months have focused almost exclusively on praising its animal care and wildlife rescues, presumably to counter an ongoing anti-SeaWorld campaign by PETA and other anti-animal-captivity activists. While SeaWorld's record in those areas are admirable — no matter what the publicity hounds at PETA say (and let's not forget that while SeaWorld is rescuing thousands of animals a year, PETA is putting thousands of animals to death rather than let them be adopted) — zoos don't draw the crowds that theme parks do. SeaWorld built its brand as a theme park, and not simply as an animal rescue organization.
With his strong background in theme parks, customer service, and proactive public relations, Manby has the background to help SeaWorld put its focus back on the theme park side of its operation. His selection offers hope to fans who have been wanting a message that SeaWorld hasn't forgotten that it's supposed to be a theme park, too.
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I have seen the numbers of Sea World tickets sold steadily dropping the last few years as Universal and Disney have been out competing them easily for the tourist dollar here in Orlando. Let's face it, if you are here for a week and go 4 days at Disney, 2 possibly 3 at Universal, what else do you have time for? Even repeat guests don't seem to be that interested in going there as there are other things to do like Fun Spot, Gatorland, Kennedy Space Center etc.
Maybe they might be able to turn things around in other places than Orlando which is very crowded entertainment wise and I wish them luck.
I don't believe SeaWorld is beyond saving. Despite some issues over the last few years, the attendance at the SeaWorld/Busch parks is still among the upper echelon in the theme park industry. Some adjustments need to be made, but Manby's success at Dollywood and Silver Dollar City (two of the best performing independent parks in the nation) speaks volumes. If there is a turn around necessary, Manby is the guy for the job.
I hope the new CEO is able to continue this. I agree with the other comments that the parks have a severe identity crisis. Are they a jumping fish circus, a extreme thrills park, or an education animal park? It's definitely time to end the jumping circus.
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Any word on his replacement at Herschend?