This discusses the 9 elements of a business model for SeaWorld Parks & Entertainment

1. EBM
Nine Elements of a Business Model
SeaWorld Theme Park
Alex Leite
November 28, 2021
Carol Wonsavage, Entertainment Business Models

2. Why I Chose SeaWorld Theme Parks
After over a decade of experience working and performing on cruise ships and theme
parks globally, I aim to grow into a business executive in theme park entertainment. SeaWorld
is one of the most prominent players in the industry and has parks worldwide and various
entertainment offerings. Wanting to grow within this industry, this assignment is an excellent
opportunity to understand the business model elements of a theme park.
Background Information
SeaWorld theme parks are owned and operated by SeaWorld Parks & Entertainment. Its
headquarters are located in Orlando, Florida. The company started as a bird sanctuary and
garden in Tampa, Florida, and grew into what is now known as Busch Gardens. It got its name
from its once owner, Anheuser-Busch. Eventually, the company moved toward central Florida
to acquire SeaWorld. Since the company was founded in 1959, SeaWorld Parks &
Entertainment has expanded its parks in Orlando and built parks across the country and
worldwide.
The main product line for SeaWorld Parks & Entertainment is its theme parks and water
parks. These parks offer their guests thrill rides, roller coasters, kid-friendly attractions, water
attractions, parades, shows, character meet-and-greets, animal presentations, dining, and
shopping.
SeaWorld Parks & Entertainment (SEAS) is currently valued at $61.58 per share (Google
Finance). As of November 26, 2021, the company's net worth is valued at $4.76 billion
(Macrotrends.net). In the second quarter of 2021, SeaWorld Parks & Entertainment reported
5.8 million guests. This increased 5.5 million from Q2 of 2020 and a 10.1% decrease in
attendance from 2019 (SeaWorld Entertainment, 2021). According to PRnewswire.com, "Total
revenue was a record $439.8 million, an increase of $421.8 million from the second quarter of
2020. Compared to the second quarter of 2019, total revenue increased by $33.8 million or
8.3%."
SeaWorld theme parks have had their issues through the years. The most prominent of
those issues was a documentary called "Blackfish," released in 2013 (Sylt, 2018). The

3. documentary is about an orca whale that killed a trainer at SeaWorld in 2010. The documentary
blamed SeaWorld for this because they claimed that SeaWorld abused its sea life, including the
orca whales. This popular documentary resulted in significant losses for SeaWorld Parks &
Entertainment (Sophie, 2020).
Customer Segments
 Families with children and teens: The target customer segment for SeaWorld Theme
Parks is families with children and teens. According to Orlando Informer, SeaWorld is
the best Orlando theme park for children under 5. The animal presentations and the
new Sesame Street addition to their parks make this the perfect playground for small
children. Also, the high thrill roller coasters make this appealing to teens and young
adults.
 Animal & Marine Life Lovers: SeaWorld has a wide array of animal interactions and
tours where guests can observe the trainers who care for the wildlife. They also have
experiences where guests can interact directly with the animals.
 Theme Park Enthusiasts / Thrill Seekers: According to seaworld.com, "SeaWorld is
home to some of the tallest, fastest roller coasters in Orlando." The park also includes 3
of the top ten rollercoasters (SeaWorld.com, n.d.). Those statistics would be a big selling
point for thrill-seekers and park enthusiasts.
 Schools: SeaWorld provides camps and educational programs for students of all ages.
These programs include Field trips, day camps, sleepovers, school outreach programs,
and programs for teachers (Educational programs, n.d.).
Value Proposition
 Attractions: SeaWorld has a wide variety of attractions at its parks to meet all their
demographic needs. They offer guests high, medium, and low-level thrill rides, roller
coasters, water rides, kid-friendly rides, and their differentiating factor, rides that
feature live animals (Rides & Roller Coasters, n.d.).
 Entertainment: SeaWorld offers a variety of entertainment, including concerts, stage
shows, tours, fireworks, animal encounters, parades, character meet-and-greets, and

4. seasonal offerings. They provide entertainment for all age levels with various interests
(Live family-friendly presentations & activities, n.d.).
 Animal Experiences: The animal experience at SeaWorld is the biggest differentiator
from other theme and amusement parks. There's a wide variety of offerings for those
who want to encounter and be entertained by marine life. Some offerings include
behind-the-scenes tours, penguin shows, a dolphin cove, a manatee rehabilitation area,
a shark encounter, and much more (Animal Experiences, n.d.). SeaWorld is a theme park
combined with a giant outdoor aquarium.
Channels
 Theme Parks: SeaWorld's biggest channel of distribution is its theme parks. SeaWorld's
parent company, SeaWorld Parks & Entertainment, owns the SeaWorld parks In Florida,
California, and Texas. They also own and operate other theme parks such as Busch
Gardens Tampa, Busch Gardens Williamsburg, Sesame Place Philadelphia, and its
newest park opening in March 2022, Sesame Place San Diego (Our Brands, n.d.).
 Water Parks: SeaWorld Parks & Entertainment is also the parent company of various
water parks across the U.S.: Adventure Island Tampa Bay, Aquatica Orlando, Aquatica
San Antonio, and Water Country USA (Our Brands, n.d.)
 Premium Experiences: Discovery cove is a premium, reservation-based experience that
brings guests even closer to the marine life in a relaxing, all-inclusive experience located
in Orlando, Florida (Our Brands, n.d.).
Customer Relationships
 SeaWorld social media: SeaWorld posts on multiple social media platforms daily.They
have almost 1.8 million followers on Facebook, multiple Instagramaccounts for their
various parks, and 153.4 thousand followers on Twitter.
 Blogs: The company keeps multiple official blogs other than their social media accounts.
"SeaWorld Cares," where the company posts articles about their conservation efforts,
wildlife rescue, threats to marine life, Q&A's, and much more. They also have park-
specific blogs to post news and updates pretraining to their individual parks.

5.  SeaWorld.com: The company website allows customers and guests to access any of the
multiple SeaWorld parks' official websites. There, guests can buy tickets, plan their park
visit, look for things to do, see upcoming events, and access their annual pass
information.
Key Activities
 Park and Attraction Design: The design and layout of the theme parks and their
attractions are essential to the value proposition of SeaWorld or any theme park.
Architects, engineers, a construction team, and a design team must come together in an
intensive process to design these parks and attractions (Jenkins, 2021). In 2016,
SeaWorld formed a six-division team, known as Deep Blue Creative, to "harness and
drive innovation and creativity within the company" (Kleiman, 2016). This team is
responsible for elevating the guests' park experience with innovative new attractions
and environments.
 Show and Entertainment Production: Entertainment offerings at a theme park are
necessary for guest satisfaction. Not only do they keep guests entertained throughout
the day, but they also help to control the flow of guests. Throughout its various theme
parks, SeaWorld provides its guests with a wide variety of entertainment offerings.
These include the "Sesame Street Christmas Parade," "Elmo's Christmas Wish,"
character meet-and-greets, animal presentations, fireworks display, seasonal offerings,
and much more. SeaWorld won the "Best Park-Wide Event Christmas Celebration" from
IAAPA in 2019 (Awards & Accolades, n.d.).
 Animal rescue, care, and training: SeaWorld's niche product includes sea life and animal
presentations and offerings. They offer various shows and encounters featuring live
animals and need a team to care for and train these animals. The company also has an
Animal Rescue & Rehabilitation Program. The animal department rescues, treats,
shelters, and releases stranded animals in this program. This program aims to return
rehabilitated animals to the wild (Objectives of Rescue Program, n.d.) According to P.R.
Newswire, as of November 19, 2019, SeaWorld has rescued 36,000 animals since the
first SeaWorld Park opened in 1964.

6.  Marketing and Promotion: This year, SeaWorld had multiple ad campaigns across
digital, video, and social media. In early 2021, SeaWorld promoted its "Seven Seas Food
Festival." This past summer, the company had a commercial ad featuring multiple thrill
rides, entertainment offerings, animal encounters, and promotion for $50 off on park
tickets (New SeaWorld ads 2021, n.d.). The company also recently revamped its social
media presence with a new team dedicated to interacting with its audience, fans, and
competitor parks. This is a transition from their social media's old way of posting about
the parks and the company's conservation and animal rescue efforts (Stilwell, 2021).
 Culinary Offerings: Theme parks must offer a variety of food to keep their guests
satisfied and keep them in the park spending money (Sarsfield-Hall, 2020). SeaWorld
Parks & Entertainment offers multiple food and drink festivals to its guests, including
the Seven Seas Food Festival. This festival features various food and drink stands with a
food sampling from around the world. The park's guests can also opt for a lanyard that
gives a discount to an extensive selection of culinary options (Sarsfield-Hall, 2020).
 Develop Partnerships: Partnerships have become essential to the growth of theme
parks, and partnerships give all involved business entities additional influence and
visibility (Manoukian, 2020). For example, SeaWorld has partnered with Sesame
Workshop since 1980 when SeaWorld Entertainment, Inc. opened Sesame Place in
1980. Since then, SeaWorld has expanded the presence of Sesame Street to its parks in
Orlando, San Antonio, Tampa, Williamsburg, and to the Sesame Place – San Diego,
opening in 2022 (SeaWorld & Sesame Street Partnership, n.d.). This agreement attracts
fans of the I.P. to the park and promotes the I.P. to the park's guests.
Key Resources
 Theme Parks: The theme parks themselves are the most critical resource for SeaWorld
Parks & Entertainment. The company owns and operates 12 U.S. theme parks with
about 21 million guests annually. The parks include SeaWorld, Busch Gardens, Discovery
Cove, Aquatica, Water Country USA, and Sesame Place. The parks are located in Florida,
California, Texas, Virginia, and Pennsylvania (Our Brands, n.d.).

7.  Attractions: Inside these theme parks are various attractions to keep the guests
entertained while in the park. Attractions are also used to draw guests into the parks.
Some of the attractions offered by SeaWorld are animal experiences, roller coasters,
water rides, kid-friendly rides, and much more. SeaWorld has some of the highest-rated
coasters globally, including the hypercoaster, Mako, the floorless, Kraken, and the face-
down flying coaster, Manta (Attractions and shows, n.d.).
 Engineers and Creative Team: Theme Park engineers are needed to build all projects
within a theme park from concept to completion. Theme parks also keep engineers on
staff for routine maintenance of completed projects (Chon, 2021). Deep Blue Creative is
the team responsible for all engineering and design decisions at SeaWorld (Kleiman,
2016).
 Staff: SeaWorld Parks & Entertainment has a wide variety of employees needed for the
parks to run smoothly. The positions include administrative, finance, sales, marketing,
entertainment, engineering, zoological. The positions also include park operations such
as food service, attractions operations, and custodial. These roles are vital to park
operations (Our opportunities, n.d.). Something specific to SeaWorld's business model is
the SeaWorld Rescue Team. This team is dedicated to helping animals in need
(Objective of Rescue Program, n.d.).
 Maintenance Equipment and Facilities: SeaWorld needs a range of equipment to
maintain all aspects of the parks. Attractions must be adequately cleaned and
maintained to run properly. Equipment is also required for animal care. For this,
SeaWorld has put in place state-of-the-art tools, facilities, and equipment to care for
and maintain their animal projects and rehabilitation efforts. These include a laboratory,
surgical suite, and recovery area (Facilities & Equipment, n.d.).
 Legal Team: A legal teamis crucial to any business, especially to a highly attended
theme park. While safety regulations are put in place to ensure the safety of park
guests, a legal teamis necessary should any lawsuits arise. In fact, SeaWorld had a $65
million class-action suit filed in 2014, stemming from the filmabout Tilikum the whale

8. (Reisinger, 2020). The legal teamis also necessary for matters including mergers,
partnerships, and Intellectual property.
Key Partners
 Corporate Partnerships: SeaWorld Parks & Entertainment has multiple corporate
partnerships. One is an exclusive 10-year agreement with The Coca-Cola Company,
which started in 2012. This partnership made Coca-Cola the "official Refreshment
Beverage" for SeaWorld Parks (SeaWorld Partners with Coca-Cola, 2018). Other
corporate partnerships include Bad Boy Mowers, BMC Boats, and the San Antonio Spurs
(Partners, n.d.).
 Conservation Partnerships: SeaWorld also partners with government agencies and
organizations through various conservation experiences. Some of their partners in
conservation include the Humane Society of the United States, OCEARCH, Guy Harvey,
National Fish and Wildlife Foundation, Conservation Breeding Specialist Group,
Rainforest Alliance, Association of Zoos & Aquariums, U.S. Department of Agriculture,
and many more (Conservation partners, n.d.).
 Sesame Street: SeaWorld Parks & Entertainment and The Sesame Workshop have had
an exclusive partnership for over 40 years. This partnership allows SeaWorld to feature
the Sesame Street intellectual properties at its parks. Sesame Street-themed lands and
characters are featured in SeaWorld's owned and operated parks in Philadelphia,
Orlando, San Antonio, Tampa, Williamsburg, and a new Sesame Place San Diego will be
opening in 2022 (SeaWorld & Sesame Street Partnership, n.d.).
Cost Structure:
 Employee Salaries: According to Yahoo Finance, SeaWorld Entertainment, Inc. (SEAS)
currently has approximately 2,300 full-time employees (Yahoo!, 2021). This number
doesn't include the part-time and seasonal employees at all 12 parks in the U.S.
According to Zippia.com, the average SeaWorld salary is $25,000 annually. Employees in
the marketing department earn an average salary of $51,436, Human resources earn an

9. average salary of $40,238. Meanwhile, some entry-level employees earn an average of
$16,000 a year (Average SeaWorld salary, 2021).
 Park Maintenance: SeaWorld dedicates millions each year to maintain its theme parks.
Their focus for maintenance is on their facilities, infrastructure, rides, and attractions.
When it comes to facilities and infrastructure consists of upkeep, repair, preventative
maintenance, code compliance, and improvement of theme park infrastructure. For
rides and attractions, their focus is on inspection, upkeep, repair, and testing (2020
Annual Report, n.d.).
 Operating Expenses: SeaWorld incurs a variety of expenses through its daily operations.
These expenses include inventory, rent, equipment, insurance, utilities, research, and
development. In the first nine months of 2021, SeaWorld Parks & Entertainment had
$460,192,000 in operating expenses (SeaWorld Entertainment, Inc., n.d.).
 Conservation Costs: Along with its in-house animal conservation efforts, the SeaWorld
& Busch Gardens Conservation Fund has donated over $17 million to animal
conservation projects worldwide. The company has also pledged to donate $10 million
to fund the research and conservation of killer whales in the wild (Conservation efforts,
n.d.).
 Marketing and Advertising: SeaWorld was strategic with their marketing and
advertising spend during 2020 due to the COVID-19 government-enforced closures; in
this time, they eliminated all marketing spending during the park's closure. Their total
marketing and advertising costs in 2020 were $1,175,000. (2020 Annual Report, n.d.).
 Food & Merchandise: Food and Merchandise are essential to the guest experience at a
theme park. While they do generate considerable profits, initial costs must be factored
in. SeaWorld spent approximately $87,092,000 on the cost of food and merchandise in
2021 (SeaWorld Entertainment, Inc., n.d.).
Revenue Streams
 Admissions: The main revenue stream for SeaWorld Parks & Entertainment is its parks
admission. The park ticket price varies for each of the company's parks. Also, each park
has a variety of ticket options. For instance, a single-day ticket for SeaWorld Orlando is

10. $117.99 (on sale now for $79.99). They also offer a Two Park ticket for $177.99 (sale:
$105.99) and an Unlimited Visit ticket, allowing guests to access all Florida parks for 14
consecutive days for $244.99 (sale: $209.99). The parks also offer a variety of annual
passes priced at a minimum of $154.00 and maxed at $399.00 (SeaWorld Tickets, n.d.).
The net revenues for park admissions for the first nine months of 2021 were
$935,699,000 (SeaWorld Entertainment, Inc., n.d.).
 Food & Merchandise: SeaWorld has a wide variety of merchandise available in its parks
and online at Seaworldparksshop.com. The company partners with multiple brands,
such as Nike, Guy Harvey, and Sesame Street to create SeaWorld exclusive merchandise.
SeaWorld also makes substantial revenue from its food and drink festivals at its various
locations. According to the company's 3rd quarter report, under the category "Food,
Merchandise and Other," SeaWorld made $497,211,000 (SeaWorld Entertainment, Inc.,
n.d.).
Conclusion
Although SeaWorld Parks & Entertainment has had multiple issues with animal rights
groups and suffered significant losses due to this bad press, SeaWorld has overhauled its
business model to meet these challenges in the last few years. These changes include the
phasing out of the Orca shows, a new CEO, increased attraction experiences, increased
spending on conservation efforts, revamped social media presence, and decreased ticket prices.
SeaWorld has also capitalized on its partnership with Sesame Street and expanded that I.P. to
almost all its parks. SeaWorld theme parks, water parks, and premium experiences are now
targeting thrill-seekers, animal lovers, and families to bring in higher guest counts. The parks
also offer culinary and seasonal experiences and events to increase guest flow. While SeaWorld
used to position itself as an educational brand, it has recently transitioned into an all-
encompassing theme park experience with educational elements.

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