SeaWorld-Visual Strategy Guide // GR 604 Student Project

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Visual Strategy Guide 1

Visual Strategy Guide

Visual Strategy Guide 1

Visual Strategy Guide

Table of Contents

PREVIOUS 06 Overview 08 History 10 Timeline

FUTURE 14 New Brand 16 Current Directions 18 New Directions 20 New Audiences 30 Competitors

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01 Previous

Overview History Timeline

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Overview SeaWorld Parks & Entertainment is a leading theme park and entertainment company providing experiences that matter and inspiring guests to protect animals and the wild wonders of our world. They are one of the world’s foremost zoological organizations and a global leader in animal husbandry, behavioral management, veterinary care and animal welfare. They also rescue and rehabilitate marine animals that are ill, injured, orphaned or abandoned, with the goal of returning them to the wild. The SeaWorld and Busch Gardens rescue teams have helped more than 35,000 animals in need over the last 50 years. They own or license a portfolio of recognized brands including SeaWorld, Busch Gardens and Sea Rescue. Over our more than 50-year history, they have built a diversified portfolio of 12 destination and regional theme parks that are grouped in key markets across the United States. Many of their parks showcase our one-of-a-kind zoological collection and all of our parks feature a diverse array of thrill and family rides, shows, educational demonstrations and/or other attractions with a broad demographic appeal which deliver memorable experiences and a strong value proposition for our guests. What the brand does? Providing more close interaction with marine animals. Why we do it? Helping people connect with animals and providing experiences to inspire people to protect them.

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SeaWorld’s long-standing history dates back to the early 1960’s, when four graduates of UCLA originally had the idea to construct an underwater restaurant. When those plans were eventually deemed unfeasible for construction purposes, they decided to go another route and open up a marine zoological park. Thus, SeaWorld was born. The first SeaWorld was not built in Orlando, but actually in San Diego, Calif. With an initial investment of only .5 million dollars, SeaWorld San Diego opened on March 21, 1964 with only 45 employees, several dolphins, sea lions and two seawater aquariums. The park was an instant success, drawing in over 400,000 visitors its first year alone. Four years later, in 1968, SeaWorld offered its stock publicly, enabling the company to further its growth oppor tunities. Soon after, in 1970, a second SeaWorld park opened in Aurora, Ohio, near Cleveland.

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Then, when Walt Disney World opened in Central Florida during SeaWorld Ohio’s second season of operation, Orlando immediately became the top choice for a third SeaWorld theme park. While SeaWorld Ohio was only a seasonally-operated park because of its climate, a new year-round park, SeaWorld Orlando, opened in 1973 to instant success, much like its predecessors. While SeaWorld is now under the realm of SeaWorld Parks and Entertainment, and before that the subsidiary Anheuser-Busch, that wasn’t always the case. William Jovanovich, who owned the publishing company Harcourt Brace Jovanovich, or HBJ, bought out the SeaWorld chain for just .7 million dollars in 1976. But soon after, HBJ became the target of large companies who were poised for a takeover, which led to an increased amount of debt for the company. HBJ began selling off its assets, but maintained that its

theme park division was not for sale, even solidifying that by opening up SeaWorld’s largest theme park in 1988 in San Antonio, Texas.

Today, there are three SeaWorld parks in the U.S., including the original San Diego, Calif. location, and parks in Orlando, Fla. and San Antonio, Texas. We also created more parks that connect guests with marine life in new ways. The exclusive Discovery Cove® in Orlando is a tropical oasis where guests can swim with dolphins and other sea life. Aquatica SeaWorld’s Waterpark™, with locations in Orlando, San Antonio and San Diego, combines water park thrills, nature and animals for a unique family experience. The parks’ up-close animal encounters, educational attractions and innovative entertainment are designed to inspire guests of all ages to celebrate, connect with and care for the natural world around them.

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Aurora, Ohio was chosen to be the new home of a SeaWorld. 1964 SeaWorld was founded by Milton C. Shedd, David Demott, and Geroge Millay. And SeaWorld SanDiego was opened on March 21.


Harcourt Brace Jovanovich, Inc. purchased the company. 1973

SeaWorld Orlando opened.


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SeaWorld admitted that it had been sending its employees to pose as activits to spy on animal rights organization.

San Antonio Park opened. 1989 2009

1988 The Anheuser-Busch Company made an offer to purchase all six SeaWorld Parks.

A female trainer at SeaWorld Orlando, was killed by killer whale Tilikum.

Busch Entertainment was sold to the Blackstone Group and subsequently renamed SeaWorld Entertainment.




The Killer whale killings were exposed and made into movie Blackfish.

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Future 13

02 Future

New Brand Current Directions Future Directions New Audiences Competitors

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Our New Brand

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Mission Statement Providing opportunities to help people to protect marine animals and oceans.

Brand Soul: Creating a conservation relationship between humans and marine animals. Re-Branding Operation SeaWorld should focus more on marine animals conservation through education and entertainment, which means they should not have animal performance in the future. Developing more natural ocean activities to help people have a deep interaction with marine animals. Unique Selling Proposition They are not only a Seaworld entertainment park, but also they want to connect people with animals. They rescue and protect animals in the wild. Potential and Expansion SeaWorld provides theme park and leads people to protect animals and wild wonders of our world. Most of their parks showcase our one-of-kind zoological collection and all of their parks feature a diverse array of thrill and family rides, shows, educational demonstrations and/or other attractions with broad demographic appeal with delivering memorable experiences for our guests.

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Current Directions The current images for SeaWorld are about a theme park, which have marine animals performance, roller coaster and encounter with marine animals.

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Future Directions The future images for SeaWorld are about more natural, and sustainable for the ocean environment.

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New Audiences In the beginning, most of the audiences are a family with small children, however, with the development of the target audiences broad to all people who are interesting in marine animals, and would like to interact more closely with them.

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The Volunteer Jason Wilson AGE: 17 OCCUPATION: High School Student RACE: White GENDER: Male

1. Jason prefers to play basketball every morning because it will let him be more energetic for the whole day. 2. He always shares his experiences with friends because he thinks that it lets them more closely with each other. 3. He wants to challenge himself because to be an animal volunteer has lots of hard things that need to finish. 4. Jason feels very relax and comfortable when he played with animals because he is not good at communicating with people. 5. He prefers to collect the information for animals because he thinks that it will help him has a deep understanding of animals. 6. He insists on having more real experiences because it will help him share his own experience for others. 7. He plans to create a professional organization to rescue and protect animals because it is the thing that he always wants to do.

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Curious Girl Elena Yu AGE: 5 OCCUPATION: Kindergarten RACE: Asian GENDER: Female

1. Elena prefers to ask questions for adults because she is curious about every fresh thing around her. 2. Her parents will take her travel every summer because her parents thought it will broaden her horizons in the future. 3. Her parents fed a cat before she was born, so she has been playing with animals since she was born, which let her prefer close with animals. 4. she eagers to swim because she learned how to swim last summer. 5. Elena wants to interact with dolphins because last semester her teacher told her a story about the dolphin’s signal. 6. She plans to attend the presentation competition next month because it helps her to share her own experience for audiences. 7. Elena likes to imitate her mother wear high heels and makeup because she thinks it very beautiful and interesting.

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The Busy Dad Ruben Warren AGE: 45 OCCUPATION: Businessman RACE: African American GENDER: Male

1. Ruben’s daughter is not close to him because he has to deal with lots of things for each day, which makes him have less time to communicate with his daughter. 2. He wants to plan a travel with families because it can help them have more interactive with each other. 3. He likes to exercise on weekends because it lets him relax. 4. Although he’s very busy, he has traveled with family every year because he wants to balance between family and work. 5. He hopes his daughter has more interaction with marine animals because he thought which will help her understand more. 6. He prefers to talk with his colleague who also has kids because it will let them share experience and suggest with each other. 7. He believes that using playing way to teach is a great decision because it will have a real feeling for us.

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Marketing Student Lilly Manius AGE: 21 OCCUPATION: Marketing Student RACE: Latin American GENDER: Female

1. Lilly has to collect lots of information for the project because she has a project about marine animals. 2. She prefers lots of sea activities because it makes her release the pressure and be more energetic. 3. Lilly and her friends haven’t seen each other for a long time because they have lots of homework have to do. 4. She wants to know the detail about rescue because she noticed news about a sea lion was rescued by the professional rescuer. 5. She thinks that the real interaction experience is unforgettable than others because she watched lots of marine animal videos and photos. 6. She enjoys jogging and does exercise every day because it makes her comfortable. 7. She always writes her feeling about everything because she thinks that it will help her to record her life.

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Underwater Diving Enthusiast Eric Raber AGE: 32 OCCUPATION: Resturant Owner RACE: White GENDER: Male

1. He really prefers underwater diving when he was a university student because it gives him a sense of excitement. 2. Eric has strong curious about the ocean because he grew up near the beach since 5 years old. 3. He always spends free time with his friends to lay on the beach because they thought it will let them relax completely. 4. Eric feels very relax and comfortable when he plays with animals because he thinks that he can communicate with animals using the easiest way. 5. He once witnessed the death of a sea lion because it was injured and did not receive timely treatment, he does not want this to happen again. 6. Eric prefers to take some photos and videos about the ocean to share on his social media because it could help more people have more understanding. 7. He’s very interest in the roller coaster because he is a person who has an adventurous spirit, which lets him pursue the feeling of excitement.

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A Silent Girl’s Mum Shailja Dharia AGE: 37 OCCUPATION: Science Teacher RACE: Indian American GENDER: Female

1. Her daughter always silent because she is afraid to communicate with strangers in daily life. 2. Shailja wants her daughter to be energetic and confident because it makes her have more friends to share the stories. 3. She always shares her own experience with her daughter because she wants to close with her daughter. 4. Her daughter not afraid to talk with friends who know each other for several years because her familiar with the personality and hobbies. 5. Shailja prefers to teach her daughter some new knowledge because her daughter has curious about new things. 6. She sends her daughter to the communication group because she wants her can talk with others. 7. Her daughter could write her experience to share with others through the Internet because she has a talent for writing when she was a child.

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Illustrator Oscar Huang AGE: 27 OCCUPATION: Illustrator RACE: Asian GENDER: Male

1. Oscar prefers to use his life experience to create the character because of it is more vivid than imagination. 2. He needs more creative because he needs to expand his life to get inspiration for his works. 3. He wants more understanding with marine animals because unfamiliar with them. 4. Except to explore the character of his work, he still needs to make more new friends enrich his life because it will help him to relax. 5. When he upset, he prefers to walk by the sea because he thinks that the ocean can give him a sense of peace. 6. He watched a TV show about the people have close interaction with the sea lion because he wants to experience it. 7. Oscar has a great skill ability for illustration because he can design a series of characters for us.

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A Drama Actor Brain Makle AGE: 37 OCCUPATION: An actor RACE: White GENDER: Female

1. Brain needs to have an energetic feeling most of the time because he needs to role involvement in a short time. 2. Brain wants to experience different people’s life because it will help him to explore and understanding deeply the role. 3. He’s an adventurous person because he always to try difficult things. 4. He thinks that he needs to participate in different activities because he will learn more knowledge than our books. 5. Brain started a travel plan with them to increase the emotion with families with each other because he was very busy last year, he has not enough time to accompany his families. 6. He wants to try different things because it will help him get more inspiration for his works. 7. He wants to try other characters that he never acts because he wants to challenge himself.

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Competitors Current Competitors SeaWorld’s current competitors are other theme parks or water parks that provide an interactive experience with marine animals for people and have some amusement activities. SeaWorld different from others is not only amusing for people, but also educate them to protect marine animals and oceans.

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Six Flags Six Flags is a amusement park with high-speed roller coasters, and interact with animals.

Legoland Legoland is a chain of family theme parks, which has its main focus on the toy Lego, and they have water park and aquarium.

Theater of The Sea Theater of the sea is a marine animal park, visitors can swim with dolphins and watch the show.

Dolphinaris Dolphinaris provide the opportunity to swim with dolphins in five mindblowming locations in Mexico and US. These are adjacent to water theme park.

Discovery Cave Discovery cave is a amusement park owend and operated by SeaWorld. Guests can interact with a range of marine animals.

Aquatica Aquatica is a chain of water parks owned and operated by SeaWorld. Aquatica parks are operating in Florida, Texas and California.

Miami Seaquarium Miami Seaquarium is one of the oldest oceanariums, it houses fish, sharks, sea turtles, reptiles and manatees for people.

Marineland Theme Park Marineland theme park is a theme park, which provide some experiences for swim with dolphins, the show of marine animals and roller coasters for people.

Aquaworld Aquaworld offers diverse activities, like swimming with dolphins, theme parks and outdoor activities.

Water Country Water country is a water theme park that provides live entertainment, shops and restaurants, water rides, and other attractions, all of which have a 1950s or 1960s surf theme.

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Competitors Adjacent Competitors Adjacent competitors would belong to the category of places for people to entertain. They usually take a large piece of land and in order to help the family have a short trip to be more closely.

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Disneyland Disneyland builds a huge system with an abundance of entertainment activities based on variety of household fairy tales.

Universal Studio Universal studio attractions are closely integrated with its films, making visitors feel as if they are in the movie world while experiencing excitement.

Cedar Point Cedar point is the only amusement park in the world with five roller coasters taller than 200 feet.

Knoebels Knoebels it has been America’s largest free-admission park for 90 years of operation. It is a family-owned amusement park.

Lake Compounce Lake Compounce is an amusement park opened in 1846, it is the oldest continuously operating amusement park in the United States.

Family Kingdom This is a seaside amusement park, it has 37 rides for adults and children of all ages, including thrill rides,family rides, kiddie rides and go karts.

Dorney Park Dorney Park & Wildwater Kingdom is an American amusement and water park, the park features seven roller coasters, other adult and children’s rides, and a waterpark, Wildwater Kingdom.

Wild Waves This is an amusement park and water park in Federal Way, the park is a popular summer destination in the Pacific Northwest and it is Washington state’s only water and amusement park.

Schlitterbahn Schlitterbahn is an American brand of water parks and resorts, the company consisted of five outdoor waterparks, two indoor waterparks, and three resorts.

Busch Gardens Busch Gardens is Afrcan-themed animal theme park located in Florida. Owned and opera- ed by SeaWorld and is their second largest park in terms of attendance behind SeaWorld Orlando.

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Competitors Aspirational Competitors Aspirational competitors are brands that inspired me to rebrand SeaWorld to better present its original soul. Those brands are being responsible for the environmental issues.

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Monterey Bay Aquarium Monterey Bay Aquarium has a wide variety of marine life and provides chances of close encounters with marine animals during diving.

San Diego Zoo Safari Park The San Diego Zoo Safari Park, originally named the San Diego Wild Animal Park until 2010, It is one of the largest tourist attractions in San Diego County.

Orana Wildlife Park Orana wildlife park compare to the regular zoo, this park put visitors in to “cage” not wildanimals.

Bayecotarium the BayEcotarium is a nonprofit dedicated to protecting, restoring and inspiring conservation of the San Francisco Bay, from the Sierra to the sea.

Blue Ribbon Blue Ribbon Marine protection association The Blue Ribbon marine protection association protect marine environment and promote marine culture.

Greenpeace Greenpeace is a non-governmental environmental organization with offices in over 39 countries.

Dorney Park Dorney Park & Wildwater Kingdom is an American amusement and water park, the park features seven roller coasters, other adult and children’s rides, and a waterpark, Wildwater Kingdom.

Georgia Aquarium Georgia Aquarium is a public aquarium, which is home to hundreds of exhibits and tens of thousands of animals across its seven major galleries, all of which reside in 10 million US gallons of marine and salt water.

Okinawa Churaumi Aquarium The Okinawa Churaumi Aquarium is located within the Ocean Expo Park in Okinawa, Japan. It was the largest aquarium in the world until it was surpassed by the Georgia Aquarium in 2005.

Whale and Dolphin Conservation Whale and Dolphin Conservation (WDC) is a wildlife charity that is dedicated solely to the worldwide conservation and welfare of all whales, dolphins and porpoises

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DESIGNER Yuxin (Sicilia) Fu CLASS Nature of Identity INSTRUCTOR Hunter Wimmer SCHOOL Academy of Art University



DISCLAIMER This book is non-commercial project for education purpose and is not intended to represent the SeaWorld brand.

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