SeaWorld Entertainment has finally named a new CEO as it looks to turn a new corner after a year of controversy and declining attendance.
Joel Manby will become the new chief executive from April 7, taking over from interim CEO David F. D’Alessandro, who will remain as chairman.
Manby, 55, has been president and chief executive of Herschend Family Entertainment for the last 12 years, the parent company of Dolly Parton’s Dollywood theme park, the Harlem Globetrotters basketball team, and other attractions.
“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,” Manby said in a statement.
“We are known for our exceptional operations and world-class animal care. My job is to build on that foundation while consistently improving and innovating in a competitive environment.”
Manby faces challenges on several fronts – SeaWorld’s stock has plunged more than 40% in the last year and the fallout from the ‘Blackfish’ documentary continues to impact both attendance and overall brand reputation.
Earlier this month the company launched a ‘meet the animals’ ad campaign and plans to roll out another campaign soon aimed at boosting its brand reputation.
It has also announced a $300 million programme to upgrade conditions for its killer whales.
In the UK, it has launched a charity donation programme.
For every in-park experience, or ‘SeaWorld Parks Extras’, booked at the company’s Florida parks, $2 will be donated to the SeaWorld and Busch Gardens Conservation Fund, which will then go directly to UK conservation charities.
Extras at SeaWorld Orlando include dining with Shamu, interacting with the Beluga, and a private VIP tour, while at Busch Gardens Tampa visitors can pay extra for a Serengeti Safari or lunch with Elmo and Friends.
The park has also added new ‘Extras’ for the UK market in 2015, including additional in park dining packages and quick queue tickets.
Dave Ody, director of sales and marketing UK and Ireland, SeaWorld Parks and Entertainment, said: “Our Fun 2 Fund initiative will allow UK guests to feel closer to the work we do through our SeaWorld and Busch Gardens Conservation Fund, as donations from experiences booked will directly contribute to the work carried out by charities to protect wildlife at home or abroad.
“We really want agents and our trade partners to get excited about the new initiative and to get behind it as the more SeaWorld Parks Extras sold, the more money is donated to worthwhile causes.”
