SeaWorld aims to alter marketing strategy


MASHABLE: Dismal attendance numbers are forcing the tourist attraction to change its course.

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MASHABLE: Dismal attendance numbers are forcing the tourist attraction to change its course.

Annual attendance — at 22.4 million — was the lowest since 2010. In the fourth quarter of 2014, attendance was 4.4 million, compared to 4.5 million in the same period of 2013. Revenue was also down, from $272 million in 2013 to $264.5 million in 2014.

Board chairman and interim CEO David D’Alessandro said in an earnings call on Thursday that SeaWorld will begin a targeted marketing campaign by April 1. (Former CEO Jim Atchison stepped down in December.) With its campaign, the company hopes to convince consumers who are ambivalent about SeaWorld, D’Alessandro said.

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