Representation Of Crisis In Blackfish

The recent press and publicity regarding SeaWorld revolves around the controversial documentary entitled Blackfish. The documentary was first screened at the Sundae Film Festival in 2013 and later produced by Magnolia Pictures after which it was acquired by CNN and aired for a wider audience. Considering that CNN has an international audience, the documentary was viewed by many people and within two years, it had become the biggest threat to SeaWorld. The airing of the documentary by CNN was followed by a massive outcry by celebrities, students and popular people on social media urging the public to avoid Sea World parks.

The timeline of the unfolding crisis presented in the Blackfish documentary started back in 2010 (Aula, & Heinonen, 2016). During the year SeaWorld’s popular Orca, Tillicum killed a trainer by the name Dawn Brancheau in the presences of other employees of the company. The media covered this event and therefore, including it in the Blackfish documentary made the documentary appear real and this way, distorted the image of the company even further. In 2011, an investigative article by Zimmerman that was entitled “Blood in the Water” appeared in public. This article unfolded other significant yet dreadful effects that took place at SeaWorld. Considering that the killing of the trainer was barely a year old, this had a huge impact in distorting the company’s reputation more.

Blackfish not only depicted the life of Tilikum, but also the 39-year history of killer whale captivity. It received rave reviews and incited a major push against SeaWorld Entertainment, the aquatic theme parks that hold the likes of orcas, dolphins and sea lions.

Drivers of change that affected the organization:

1. SeaWorld’s stock value has plummeted.

SeaWorld Entertainment announced its second-quarter financial results in August, and the numbers weren’t great. Only 6.6 million people visited the park from April to June, a minuscule 0.3% increase from the same period in 2013. And though the company’s net income was $37.3 million, it fell far short of the expectations of investors, who sent the company’s stock down 33%.

2. Orcas might be banned from shows forever.

California state Assemblyman Richard Bloom, a Democrat from Santa Monica, unveiled legislation that would ban the use of orcas in shows. Bloom was inspired to become an advocate for the captured aquatic animals after watching Blackfish. A whopping 1.2 million people signed a petition supporting the bill.

As broken down by the U-T San Diego, the bill has three main goals: ‘end the use of performing orcas in theme shows, ban captive breeding and prohibit the import and export of the so-called ‘killer’ whales.’ But the bill was tabled for the rest of the year, and the earliest it could be voted on is mid-2015 after further study.

3. SeaWorld is building new, amazing orca environments.

After the news of its poor financial performance, SeaWorld revealed plans for the Blue World Project at its San Diego location. The project is an initiative to ‘build new, first-of-its-kind killer whale environments’ along with funding ‘new programs to protect ocean health and killer whales in the wild.’

The Blue World Project is expected to add 10 million gallons of capacity to the park. Projected to open in 2018, it will be the world’s largest underwater orca viewing establishment. The Orlando, Florida, and San Antonio, Texas, parks are slated to get upgraded next.

4. Inevitably, SeaWorld still has to defend itself against the haters.

As much as SeaWorld is doing damage control and appearing to change its ways, the masses are still fuming.

How the organization can add value to its strategic position, given its current situation:

The 2013 documentary Blackfish sparked public outcry over seaworld’s treatment of orcas, also known as killer whales, and the theme park has been suffering since : the loss of $1.7 billion in market capitalization. After intense pressure sea world ended its orca breeding program but its current line of orcas stayed on the job. The orca shows however were phased out although controversial shamu- style shows are still ongoing in some parks, sea world has promised to eliminate entirely in 2019.

After the blackfish sea world, turns to new exhibits and shows after criticism on using animals in their care for entertainment purposes. The company’s attendance has been up for three straight quarter, bringing strong finances for the company and the good news is sea world looks to spend on its parks to create a conducive environment for rescued animals.

As sea world’s entertainments month long upswing continues, the company is trying to position itself into 2019 by opening nine new attraction at its parks across the country. From the new rides slated for 2019 will be Tigris, touted as Florida’s tallest launch coaster at 150 feet tall that will zoom passengers 60mph, at Busch Gardens Tampa Bay.

In Orlando, the aquatic water park will be getting a water slide called KareKare Curl that gives riders a moment of weightlessness before a big splash. The last time a major attraction had opened was a roller coaster Mako in 2016.

The major attractions sea world is looking to set up will be strong enough in the market to appeal to thrill seekers and the more family-friendly environment will bring in visitors.

Strategic Position Of Seaworld:

1. Adding of new rides: The idea of sea world to bring in new rides to their parks can serve as a great strategy to move the company forward and increase the number of visitors that visit the park since the blackfish. The opening of new rides would serve as a major attraction for seaworld.
2. Price cutting strategy: After years of consistently bad results, the theme park operator said it has seen attendance and revenue climb for three quarters in a row. One thing that isn’t increasing is ticket prices and that is one key to SeaWorld’s recent overall improvement.

Sea world with the new strategies implemented can move forward from the Blackfish experience and save the company as well as do better.