Here's something I wrote 2 years ago for Theme Park Apprentice (another website's competition -
link includes other guys' SeaWorld ideas too) trying something like this for SW San Diego. Not one of my better Armchair Imagineering efforts, despite the length and care, partly because I doubt my proposal could solve SeaWorld's woes. Nonetheless, here it is:
Douglas Hindley
Edited: August 12, 2015, 7:43 AM ·
SEAWORLD 2020
OVERVIEW
SeaWorld San Diego has a “whale” of a challenge. Despite discounts, its attendance for last year was down 2%, and net income down a whopping 85%. Public opinion is floundering, beached, in the doldrums. Criticism mounts, thanks in part to
Blackfish. Regardless of SeaWorld’s generally exemplary standing among zoos/aquaria, image is what matters, and image is poor. As some analysts have put it, “As consumers become more sensitive to animal welfare issues, the type of entertainment SeaWorld offers may be losing its luster.” Perhaps most alarming, in Sacramento the “California Captive Orca Welfare and Safety Act” could outlaw killer whale captivity altogether.
Under new CEO Joel Manby, SeaWorld is attempting theirrecovery, but the “Ask SeaWorld” PR efforts are not going “swimmingly.” SeaWorld falls short of its promise. The park’s iconic whale shows, founded in the 1960s under altruistic motives, are now an albatross. Science marches on. Old ways become unsustainable. The difficulty is when altruism becomes profit-based, and cannot evolve. SeaWorld San Diego needs to become proactive in redefining its business model. Their newly-announced
SeaWorld 2020 five-year plan is simple yet ambitious:
Release (or relocate) all captive whales, and strengthen SeaWorld’s offerings as a theme park.
At the core of the SeaWorld 2020 plan is a three-pronged approach: CONSERVATION, PUBLIC RELATIONS, and THEME PARKS. Each department works semi-autonomously, with healthy communication. While this plan is meant specifically for SeaWorld San Diego, it may apply to other SeaWorld parks with only minor adjustment.
CONSERVATION
Conservation is at the heart of SeaWorld 2020. In order to improve SeaWorld’s animal-based operations, management needs a very bold strategy:
Cooperation with SeaWorld’s most outspoken critics. Their independent involvement with SeaWorld’s in-house team allows for quicker identification and response to any issues. The use of whales and dolphins in performances is phased out, even while Sea Lions Live and Pets Ahoy remain. All conservation policies are reappraised according to recent marine biology findings. Animals on display in SeaWorld San Diego are used for education, not entertainment.
Conservation’s largest project, and the backbone of SeaWorld 2020, is the
SeaWorld Sanctuarium. The Sanctuarium is an off-site sea pen. This is the single most crucial tool in orca rehabilitation. Designed as though the anti-captivity bill were a reality, the SeaWorld Sanctuarium is a self-sustaining non-profit enterprise, largely separate from SeaWorld parks. It is a multi-million dollar project, funded in part by grants and foundations, as envisioned by orca expert Naomi Rose. The SeaWorld Sanctuarium offers superior research opportunities compared to confinement conditions. This public, multi-agency habitat aims to inspire future generations, and become a crown jewel in SeaWorld’s scientific identity.
PUBLIC RELATIONS
Recent public relations efforts by SeaWorld have been defensive, which in turn adds fuel to critics’ fire. With improvements on SeaWorld’s immediate horizon, Public Relations highlights those accomplishments instead. SeaWorld San Diego can again control the conversation, and become a model for other parks (both SeaWorld and marine mammal parks in general).
The PR campaign will exist within the boundaries of SeaWorld San Diego and beyond. Both the SeaWorld Sanctuarium and the overall SeaWorld 2020 plan become major talking points. Much effort is put into attracting locals back to the park.
THEME PARKS
With some of SeaWorld’s flagship attractions (the One Ocean and Dolphin Days shows) on the chopping block, it is in SeaWorld San Diego’s interests to redefine itself as a true theme park destination on a par with anything else in the region. This must be done without abandoning SeaWorld’s “oceanarium” identity. Limitations are created by the Coastal Commission and the city of San Diego (30 foot building limitations, at least 75% of attractions must be educational). Animals remain the park’s focus, along with a strengthened emphasis on a conservation theme.
Such changes are by no means insurmountable; look to Six Flags Discovery Kingdom (formerly Marine World) in Northern California, and the unrelated Sea World in Australia. The SeaWorld 2020 plan will debut multiple new attractions on an annual basis. To strengthen the idea of SeaWorld as a “theme park” without overspending or cutting into its core, every year will see the unveiling of a new “themed land.” Each land is inspired by a marine habitat or related concept. These overlays give a sense of organization to SeaWorld’s seemingly random layout, and strengthen existing ideas. With the exception of the Exploration Reef entry area and the Sesame Street Bay of Play kiddie playground, in five years all of SeaWorld San Diego will be altered.
2016
CONSERVATION
Our team begins hand-in-hand with SeaWorld’s critics who are willing to help. (Extremists who advocate closing SeaWorld altogether will not be humored.) SeaWorld begins to formulate a reasonable means of resolving any issues in park practices. Conservation policies are continually reappraised. At this early juncture, much effort goes into simply improving facilities, with an eye towards improving animals’ conditions.
Preliminary research begins on the SeaWorld Sanctuarium. The search begins for a suitable location off the coast of California, in cold waters, preferably within a reasonable distance from San Diego. Multiple public charities aid in this process, to make it a more financially attractive option.
PUBLIC RELATIONS
Public Relations become proactive, touting future improvements. With the SeaWorld 2020 plan just getting off the ground, efforts begin by highlighting past SeaWorld accomplishments, somehow never previously mentioned by PR. These old successes include providing charitable aid to Keiko (Free Willy) in Mexico City, helping with Exxon Valdez cleanup efforts, and aiding in animal rescue. Such messages appear online, in TV ads, newspapers, and other media.
The team also unites with Theme Parks to develop a park-wide series of video screens, embedded within the park’s thematic décor. These 10-foot-wide screens will be capable of relaying SeaWorld’s message directly to visitors. Content changes easily and regularly. The screens even have attraction applications to come!
SeaWorld commemorates their 2020 plan with a series of collectible pins, posters and so forth, with new designs every year. This encourages return visits, and gets guests involved with the conservation conversation.
THEME PARKS
With short lead time, SeaWorld’s 2016 additions are relatively modest. The park’s newest “land,”
POLAR ZONES, is a wintry wonderland which unites Wild Arctic, Penguin Encounter, Pets Stadium, and the Nautilus Pavilion. Arctic and Antarctic habitats both feature. Unthemed buildings are redone as ice caverns or polar research stations.
The Wild Arctic flight simulator receives a major refurbishment, upgraded to HD with in-theater effects and an all-new film. It reemerges as
Wild Arctic: Megalodon. Guests fly in a helicopter studying glaciers when melting ice releases Megalodon, the largest shark in Earth’s history! A hair-raising struggle follows, as the helicopter is dragged underwater in the beast’s jaws – water sprays inside the theater. The Megalodon is finally reburied under fresh ice. A post-ride exhibit covers extinct sea animals, plus Wild Arctic’s popular polar bears and beluga whales.
Nearby is a brand-new family attraction,
Twirlpool, a water-based teacups ride. Massive, multi-hued seashells spin over a pool, while riders target each other with water cannons. This is a variation on Mack Rides’ Twist ‘n’ Splash model, and is the lone SeaWorld 2020 offering without an educational component.
A new Christmas celebration,
‘Tis the SEAson, begins this year. Shows, screens and trappings exchange ocean tides for yuletide. Notably, Wild Arctic introduces a new seasonal overlay,
Wild Arctic: North Pole. Guests fly to Santa’s workshop and join in his deliveries on Christmas Eve. Reindeer feature prominently in a temporary animal exhibit post-ride.
2017
CONSERVATION
By now, SeaWorld’s critics have identified all problematic practices. Efforts are underway to cease the following: separating orca families; forced breeding in captivity; forced “circus-style” performances by both killer whales and dolphins. To this final end, the One Ocean and Dolphin Days shows shall be completely phased out by year’s end, with new, inoffensive offerings to appear in their place. As stated above, SeaWorld’s other animal shows (featuring sea lions and rescue pets, among others) are not considered an issue, and continue to perform.
PUBLIC RELATIONS
As conservation improves, Public Relations increases SeaWorld’s transparency. Third party reporting agencies are welcomed into the park, free to publish any findings, good or ill. Bad press spurs immediate solutions. Being seen as responsive and accountable will do wonders for SeaWorld’s image.
Outreach programs begin in schools, libraries, and other public venues throughout Southern California.
With the orca and dolphin shows due to end, Public Relations reaches out to fans and encourages them to enjoy these attractions one last time.
THEME PARKS
Here there be dragons!
SEAS OF LEGEND, a land covering sea monsters and oceanic myths, debuts in the southeastern corner surrounding Journey to Atlantis. Buildings take on timeless features of Norse and Greek seafarers. References abound to the Kraken, Hydra, Bermuda Triangle, and similar concepts.
Headlining this area is a major
Journey to Atlantis refurbishment, which turns a relatively bare-boned flume-coaster into a fully-themed premier water ride. Improved story elements describe how Atlantis could not live in harmony with Mother Nature, and was swallowed by the sea. Guests get a taste of the gods’ wrath in two major drops. The lagoon between towers is enclosed in a Grecian temple, allowing for updated special effects from the Orlando version.
The under-utilized Animal Connections building gives way to a new animal exhibit,
Mermaid Cove. Here guests astound at real live mermaids – actually appealing cast members in bikinis – while they learn how this myth came to be. In true SeaWorld fashion, animals are the centerpiece – in this case, manatees and dugongs, which sailors oft mistook for mermaids in days gone by.
Nearby is
Merman Grill, a counter service restaurant and lounge overlooking the exhibit. An underwater window is a favorite site for spotting “mermaid” performers, especially with male guests.
Mystic Salvagepeddles legendary treasures and jewelry, located within the wreckage of Jason’s famed Argonaut.
After dark, screens park-wide feature
Bio-Luminaria. Described as a “nighttime ambience attraction,” soothing sea lights and gentle music envelop visitors throughout the park. Bioluminescent imagery warms the entire park with its glow. At intervals, dedicated short “climaxes” play at different locations, each meant to compliment that area. Polar Zones displays the Aurora Borealis, while the tropical section (see below) boasts glowing plankton.
2018
CONSERVATION
Midway through the 5-year plan, a location has been settled on for the SeaWorld Sanctuarium, and construction commences.
By now, all whale and dolphin shows have ceased. The orcas have been moved (for now) into their
Blue World Project habitat. This $10 million endeavor has already been announced, and is not considered a part of the SeaWorld 2020 plan. Cetacean space is now doubled; whales are made available to the public without the need for shows. The dolphins remain in their Dolphin Point exhibit.
PUBLIC RELATIONS
The big new Public Relations campaign of 2018 is the
SoCal Sea-Deal. Park ticket discounts are offered to all Southern California residents, similar to what other regional parks have done. While a potential loss leader, the SoCal Sea-Deal allows locals to witness the new-and-improving SeaWorld, and spread word-of-mouth.
The SoCal Sea-Deal includes multi-day vacation packages, designed to bring L.A. and Orange County residents to the San Diego area for an entire weekend. SeaWorld partners with other local attractions, including Legoland, the San Diego Zoo, and the USS Midway.
THEME PARKS
The Blue World Project habitat defines the
COASTAL SHORELINE land. The southwestern area surrounding Dolphin Point and Shamu Stadium now resembles the coastline of Puget Sound, a famed cetacean hotspot. Buildings suggest the longhouses of the Pacific Northwest. Totem poles and other carvings depict killer whales, suggesting the natives’ deep reverence for nature. Every detail relates back to the orcas, SeaWorld’s shining stars, so that even once whales are removed from the park, their legacy remains.
The orca habitat connects visitors with the star animals. Glass partitions put guests eye-to-eye with the whales in a naturalistic setting lightyears beyond any zoo. While not technically a part of the SeaWorld 2020 plan, this amazing space sets the template for other features in Coastal Shoreline.
Perhaps the greatest hurdle in the SeaWorld 2020 plan is replacing the discontinued One Ocean whale show, once the flagship attraction.
Ocean Commotion, an all-new musical stunt show spectacular, premieres in Shamu Stadium! Possibly the plan’s greatest E-ticket, Ocean Commotion is a pageant depicting orcas’ lifecycle and community with song, dance and color.
Imagine Universal’s Waterworld joined with Broadway’s Lion King, told with SeaWorld’s heart. Whales are thrillingly depicted through projections, special water effects, and amazing costuming. Performers inhabit animal outfits and massive, whale-sized puppets, stylized after British Columbian artwork. Jet skis perform jaw-dropping stunts. Guests get splashed. This 25-minute extravaganza features music and lyrics by Robert Lopez, the celebrated songsmith behind
Frozen and
Book of Mormon. Ocean Commotion is a showstopper, amongst the best theme park shows produced not only by SeaWorld, but by anybody!
Adding to the fun is
Spill Squad (presented by The Humane Society), an interactive dark ride from Mack Rides designed for the entire family. Unlike other screen-based shooters, which can be competitive and violent, Spill Squad emphasizes cooperation and conservation. Fireboats sail along the Alaskan coastline and aid in clean-up following a massive oil tanker spill. Practical sets combine with interactive 3D screens. Guests spray hoses to remove oil, revealing a pristine wilderness underneath. The final screen depicts the tranquil seas at sunset, where orcas cavort. Interactive exhibits following the ride explain the clean-up process, and provide one-on-one time with birds and marine animals which have been rescued from real-life spills.
Shamu Smoothies rounds out the new land, providing drinks and snacks in a weathered lighthouse overlooking the waters.
2019
CONSERVATION
Construction of the SeaWorld Sanctuarium continues on schedule. Animal treatment in the park is at an all-time high. Animal rescue and rehabilitation is done as needed.
Without major challenges at home, Conservation starts to focus on San Antonio and Orlando. This is a forward-thinking move to strengthen the chain as a whole.
PUBLIC RELATIONS
The SoCal Sea-Deal finishes its second and final year. Public Relations ramps up focus for 2020’s year-long celebration.
THEME PARKS
The park’s northwestern edge becomes
TROPICAL CURRENTS, celebrating equatorial oceans and freshwater. New landscaping around Shipwreck Rapids suggests an Amazonian jungle, with colorful Brazilian cottages and thatched huts. The nearby piranha aquarium ties in nicely. The
Freshwater Wears shop opens in a dilapidated boathouse, full of supplies needed for upriver travel. Looking towards Mission Bay, Manta and Cirque Stadium are redressed as Caribbean beaches, done in the relaxing style of a Bahaman resort.
One new ride opens.
Aquatic Animal Voyages is SeaWorld’s marine equivalent to the world-famous African Tram tour in nearby San Diego Zoo Safari Park. Biofuel-powered boats carry passengers along canals throughout the entire park. Special views are afforded of both animal habitats and backstage veterinary space. Live guides speak about the animals, SeaWorld’s efforts, and conservation. Touch screen displays inside the boats allow guests to learn at their own pace. An educational attraction such as Aquatic Animal Voyages is something only a world-class marine park such as SeaWorld can offer.
2020
CONSERVATION
The SeaWorld 2020 plan climaxes gloriously with the grand opening of the SeaWorld Sanctuarium! This state-of-the-art sea pen becomes the new home for SeaWorld’s 10 orcas, which are relocated over the course of the year. (Given the social needs of killer whales, specimens from other parks are slowly introduced at later dates.) The now-vacant Blue World Project habitat is opened up to SeaWorld’s dolphins, barring the unexpected introduction of a massive new marine animal. (Should the opportunity arise, management desperately wants to make this lagoon the home of the world’s first captive giant squid.)
It is a hard fact about SeaWorld’s cetaceans that only a fraction of them will ever be able to swim in the open oceans. Those which can are mostly the older whales, born in the wilds. Any orcas bred by SeaWorld sadly cannot adapt, and must remain in the Sanctuarium. These younger whales are expected to survive another two or three decades, meaning SeaWorld shall not be forced to do without its iconic species for quite some time.
PUBLIC RELATIONS
The five-year campaign kicks into full gear! For the entire year, SeaWorld is rechristened as SeaWorld 2020, which suggests changes and revitalizes the brand. Completed conservation efforts get full attention on major news outlets. Transportation of orcas to the Sanctuarium dominates live television. Special media days occur in the park, with press conferences and souvenir promotions.
Additionally, for the entirety of 2020, SeaWorld San Diego promises to donate 10% of their profits to aquatic animal rescue charities.
THEME PARKS
The SeaWorld Sanctuarium, though physically distant from SeaWorld San Diego, has value to the theme park. The
Sanctuarium Discovery Center is opened to the public, in a respectful and limited means which ensures the whales are not disturbed. This is technically a separate admissions park, San Diego’s answer to Orlando’s Discovery Cove. Tickets are all-inclusive, and far more affordable than their East Coast sibling’s. The Discovery Center’s focus is on research; visitors are given hands-on opportunities to work with scientists.
Depending on how far the Sanctuarium is from San Diego, park guests may access it through upcharge
Sanctuarium Tours. SeaWorld’s fleet of boats and helicopters is also used year round for
Whale Watching Excursions. Gray whales may be seen off the coast of San Diego December through April, while blue whales appear May through November. Sea World Australia has had much success with similar offerings.
Back in San Diego,
OPEN WATERS is the final themed land. Shark Encounter, the Sea Lion and Dolphin Stadiums, and surrounding areas are rethemed to the untamed ocean itself. Screens display footage of the endless blue, and speakers play the soothing sounds of waves. Wherever possible, buildings are redressed as coral reefs and barren rocks. When not, classic ships at sea.
Many of Open Waters’ attractions replace underutilized facilities.
Our Lonely Ocean reskins the Mission Bay Theater, which now resembles an island on the back of an enormous sea turtle. Inside is a yearlong exhibit dedicated to SeaWorld 2020’s achievements, as well as a gathering space for special annual events. This interior is earmarked for future ride development once promotions wane.
The big celebration unveils one final E-ticket.
High Tide(presented by Discovery Channel) opens where Dolphin Stadium once stood. (Dolphins may still be seen at Dolphin Point in Coastal Shoreline.) High Tide is a Mack Rides log flume into the depths of the ocean, climaxing with a 50’ freefall simulating waves hitting the shore. True, High Tide exceeds San Diego’s 30’ construction limit. This is allowable by an exemption for non-roller coaster rides, especially those with strong educational components.
High Tide certainly has that! The entire flume is built into an all-new, world-class aquarium. “Logs” – scientific research pods – traverse underwater tunnels, fully immersing riders in a coral sanctuary teeming with life. Guests begin their journey along High Tide’s exterior breakwater cliffs, at water level in a vibrant tidal basin piled high with crabs, urchins, starfish and mollusks. A drop down a whirlpool trench deposits pods in the coral kingdom, the ride’s fabulous centerpiece. One further vortex plunges guests into pitch black, the deep sea which is home to bizarre glowing monstrosities such as the lanternfish, viperfish and anglerfish. A final lift hill carries pods back to the sunlit surface, where the 50’ splashdown polishes things off. Post-ride, guests discover new views of the aquarium, to explore at their leisure.
Finally,
Bayview Bistro is a high-end table-service restaurant. Brian Malarkey, San Diego’s celebrity chef, presents a bold menu with modern twists on classic seafood favorites. Diners relax in a luxury yacht setting which looks out onto Mission Bay, a perfect place to unwind as the sun sets at day’s end. Malarkey incorporates his patented Social Dining Experience, creating an intimate and memorable meal which competes with the best in the industry. Fine dining is a new horizon for SeaWorld, and a valuable addition to their offerings.
FUTURE & CONCLUSION
The themed lands provide a roadmap for further development. SeaWorld San Diego believes that Seas of Legend in particular has great E-ticket potential. The park’s remaining whale infrastructure can either be reutilized for new animal exhibits, or redeveloped as rides. SeaWorld stands tall as an ambassador for education, research and fun. Its killer whales, though relocated, remain an icon. Twenty-first century theme park guests will appreciate the company’s rededicated approach to conservation.
SeaWorld San Diego is not made perfect by the SeaWorld 2020 plan. Instead, it is put in an ideal position to continually grow and improve in the coming century. Conservation remains an ongoing effort, and policies set over the past five years inform future decisions. Contingency plans are made to anticipate controversies to come. SeaWorld San Diego becomes a sterling example for not only other SeaWorld parks, but for all oceanariums worldwide. With hard work and intelligence, the future can look bright for the brand. This is the bluest horizon of all.
Will add more when I can think of some ideas!
