“brand Challenges” Are Impacting SeaWorld’s base line

SeaWorld launched its 2nd-quarter earnings to the public Thursday morning, and the numbers convey an organization nonetheless trying to overcome vital PR backlash in the wake of the 2013 documentary Blackfish.

SeaWorld’s income sooner than hobby, taxes, depreciation, and amortization (EBITDA) lowered with the aid of $14.7 million during the last yr, which the corporate partly attributed to elevated advertising prices related to its ongoing “reputation marketing campaign.” A decline of 1.6% in total attendance used to be additionally explained via “persevered brand challenges in California”—as well as document rainfall in San Antonio, Texas and the awkward timing of the Easter holiday. the company stated earnings of $391.6 million for Q2 2015, a lower of three% ($13.5 million) from the identical quarter in 2014.

SeaWorld president and CEO Joel Manby expressed optimism that the corporate’s fortunes would exchange in the second 1/2 of the 12 months, citing new attractions as well as concentrated efforts to “reinforce animal habitats,” including the enlargement of its orca tanks in San Diego.

to assert that SeaWorld has been experiencing “model challenges” is putting it flippantly. for the reason that 2013 unencumber of Blackfish,, which strongly critiqued SeaWorld’s remedy of its orcas, the theme park firm has struggled with declining attendance and earnings, poor headlines, superstar condemnations and virtually regular trolling on social media.

to try and turn issues around, the company launched a $10 million advertising and recognition campaign prior this yr. these efforts embrace ads in print and on tv, as well as a concerted on-line effort to shed some gentle on the ethical questions surrounding what SeaWorld does. the corporate has additionally tried to discredit a few of its critics, similar to former SeaWorld coach John Hargrove, every now and then via ethically questionable smear ways.

so far, Manby—who just joined the company four months ago—has refused to consider releasing its orcas, claiming that doing so would expose the animals to new danger. Animal rights activists, in the meantime, have handiest elevated their calls for SeaWorld to release them.

SeaWorld’s year isn’t essentially a misplaced result in yet. Althought its web earnings dropped 85% from the same duration closing year, the proper test will come all the way through the third quarter, which is most often SeaWorld’s top season of the 12 months.