Forever Bulls
MAKING A
Splash
BY LINDSAY EDERHEIMER, ’16
SeaWorld San Antonio’s president is taking the brand in a new direction.
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S A CHILD IN TAMPA, CARL LUM grew up visiting the city’s landmark theme park, Busch Gardens. Now, as the president of SeaWorld San Antonio in Texas, he walks the grounds of the world’s largest marine life adventure park every day. “The park is like a city,” Lum says. “And it’s my job to empower the people within it, from the first-time guest to the person emptying the garbage can at the end of the day.” The two-time USF grad and Life Member, who earned a bachelor’s degree in accounting in 1985 and an MBA in 1989, most recently served as president of Busch Gardens in Williamsburg, Virginia. In Texas, he’s eager to put the SeaWorld brand, as he says, “back on a growth track.” Starting at SeaWorld San Antonio in February, Lum’s first weeks followed the death of a dolphin – the fourth animal to die in two years at the park. SeaWorld Parks & Entertainment has also been the subject of controversy after the 2013 release of Blackfish, a documentary focused on SeaWorld’s treatment of animals. The company recently announced the conclusion of its controversial orca breeding and theatrical killer whale shows, which have long been a main attraction for visitors. These challenges have prompted the company to do a better job of sharing and talking about its wildlife conservation and rehabilitation programs, Lum says. “We have always had programs and efforts toward saving animals in the wild, but we didn’t really talk about it in the past,” he says. “Now, that’s changing. We’re doing a better job of telling people about our commitment to research and conservation.” Lum came to Texas ready to implement what he describes as “nature-based” park attractions that focus on educating guests about wildlife conservation. For example, at one of his initiatives, Discovery Point, guests learn about dolphin communication and behavior, and
SeaWorld’s research and rescue efforts. Then guests get to swim with the popular sea mammals. The exhibit has sold out every day since it opened. New messaging highlights SeaWorld’s efforts to save wild animals, and a new “sea-rescue” themed roller coaster is under construction. Lum also plans to enhance SeaWorld’s special events by greatly expanding the park’s Christmas Celebration and surpassing the award-winning Christmas Town holiday light show he started at Busch Gardens Williamsburg. It’s all part of a strategy to create a park that’s not dependent on killer whale performances. “We want to deliver a balanced product with shows, rides, and attractions that encourage saving animals and wildlife,” he says. “A little less ‘Hollywood,’ with more focus on nature.”
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You don’t need to have a lot of rules to limit what people can do. Encourage them to do their job, and they’ll be – Carl Lum motivated to do it.
A typical day for Lum starts at 5 a.m. and is filled with leading team meetings, planning events, handling finances and walking through the park to talk to guests – his favorite activity. “I spend as much time as I can out in the park,” he says. “I get input from guests and team members about what we are doing well and what we can do better. It’s the best way to do research.”
FALL 2016 47