A short analysis of Seaworld Parks' business model and history.

1. SEAWORLD PARKS &
ENTERTAINMENT
Prepared by Jayeson Jackson
ENTERTAINMENT BUSINESS MODELS

2. Company Background
SEAWORLD FOUNDERS
George Millay
Milton Shedd
Kenneth Norris

3. 1964
1970
1973
2022
1988
Company Background
SEAWORLD PARKS

4. Company Background
SEAWORLD OWNERSHIP
Anheuser-Busch
Companies
1989-2009
Acquired for $1.1B
Harcourt Brace
Jovanovich, Inc.
1976-1989
Acquired for $46M
The Blackstone
Group
2009-Present
Acquired for $2.7B

5. Company Background
SEAWORLD FACTS
SeaWorld owned parks have been
recognized with over 200 awards including
World's Most Beautiful Amusement Park
Made $1.4B in 2019, but $431.8M in 2020
as a result of the Covid-19 pandemic
In 2019 22.6M guests visited
SeaWorld owned parks
9th Most Successful Theme Park Company

6. Park Incidents
At SeaWorld Ohio, during a 1996 ski show,
22 people were injured after a motorboat
crashed after a mechanical failure
On February 24, 2010, Dawn Brancheau
was drowned and killed by an orca
On July 6, 1999, a homeless man named Daniel
Dukes was found deceased in the orca tank
In the 1970s, an orca closed its mouth
around trainer Bob Shepard's head, he
survived with a minor injury
In 1987, John Sillick fractured his vertebrae,
femur, and pelvis during a Shamu
performance at SeaWorld San Diego

7. Blackfish Effect
SeaWorld ended its theatrical animal shows
Revenue fell from $405M to $391M as a
result of the documentary
In 2014, attendance fell 17 percent,
from 4.5M in 2013 to 3,7M
The company lost $1.7B in market capitalization
and its stock market price fell by 33%

8. Rescue &
Rehabilitation
SeaWorld has helped over 30,000 cats and
dogs find forever homes.
Banned plastic bags, balloons,
and straws in its parks
$10M pledge to fund research and
conservation for orcas and other wildlife
36,000 animals have been rescued since the
first SeaWorld Park opened in 1964

9. SeaWorld Business Model

10. Customer Segment
SEAWORLD PARKS & ENTERTAINMENT
Children Families Tourists Thrill Seekers
A Diverse group of people or organizations a
company intends to reach and serve

11. Value Proposition
SEAWORLD PARKS & ENTERTAINMENT
Animal
Encounters
Roller
Coasters
Live
Entertainment
Conservation
& Rescue
A company's products and services that create
value for the specific Customer Segment

12. Channels of Distribution
SEAWORLD PARKS & ENTERTAINMENT
How a company reaches its customers to
deliver its products and services
Theme Parks

13. Social Media Merchandise Contests Charity Media
How a company creates demand and establishes a bond with customers
Customer Relationships
SEAWORLD PARKS & ENTERTAINMENT

14. Key Activities
SEAWORLD PARKS & ENTERTAINMENT
Selling
Tickets
Selling
Merchandise
Produce Live
Entertainment
Develop Roller
Coasters
Marketing &
Promotion
Tasks a company must perform to create, market, and distribute its product

15. Key Resources
SEAWORLD PARKS & ENTERTAINMENT
What a company needs to produce and deliver the product
Animals
Zoological Teams
Performers
Park Operations Staff
Roller Coaster Engineer
Roller Coasters
Lawyers

16. Key Partners
SEAWORLD PARKS & ENTERTAINMENT
Companies, suppliers, and distributors that help the business operate

17. Cost Structure
Food & Merchandise - $36.7M in 2020
Marketing - $100M across 100 media
platforms in 2020
Administration expenses - $94.8M
in SGA experience in 2020
Employee salaries -Over 11,ooo
employees a year, $388.4M
SeaWorld Parks & Entertainment

18. Revenue Stream
SeaWorld Parks & Entertainment
Merchandise
$176.4M in 2020
Ticket Sales
$255.3M in 2020

19. Conclusion
SEAWORLD PARKS & ENTERTAINMENT
Clear company mission, market,
and solid business model
Despite the backlash they have increased
revenue by the end 2019
The loss of animal shows has forced the company
to rebrand itself and revamp attractions
The Covid-19 pandemic has caused significant
financial and attendance loss

20. Recommendations
SEAWORLD PARKS & ENTERTAINMENT
Acquire more land and expand to increase
the amount of rides and in-park hotels
Revamp the Shamu & Crew IP and use it
across all SeaWorld platforms and channels
Secure more licensing deals for IP
based attractions and shows
Revamp and improve live
entertainment experiences

21. Any Questions?

22. Resources
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Barbagallo, P. (2016). SeaWorld to Open First Theme Park Without Orcas in Abu Dhabi (2). Bloomberg.Com, N.PAG https://login.oclc.fullsail.edu/login?
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