On Thursday, March 21, 60 years to the day that SeaWorld San Diego first opened, SeaWorld parks across North America began a coordinated celebration. With the slogan, “There’s more to sea,” the nine-month event will usher in new entertainment experiences, food and beverage (F&B) items, merchandise, and return walkabout costume characters to the parks—including an orca character with a familiar name.
“From animal encounters to education programs, and thrilling marine-themed rides, SeaWorld’s offer unforgettable moments that leave a lasting impact,” says Jon Peterson, SeaWorld Orlando park president.
Peterson welcomed a standing room only crowd from a stage with LED screens that flashed historical photos and images of rescued animals from of all three SeaWorld parks. As of Thursday, SeaWorld parks have rescued and come to the aid of 41,260 animals in need. To distinguish the 2024 event, the park’s entry plaza features 60th anniversary décor and a new event logo, now guest facing at all three North America SeaWorld parks.
From entertainment to branding and merchandise to food and beverage, the IAAPA News Hub shares a look below on how SeaWorld planned and executed the event.
PLANNING
“A couple of months ago, we got together and worked together as a team amongst the three SeaWorld parks—along with the corporate team as well—to figure out what to celebrate, because we have so much to celebrate,” says Cindi Miller, vice president of entertainment at SeaWorld Orlando. The zero in the 60th logo is round, much like a bubble. “We’re always inspired by water and environmental colors. We have a lot of entertainment that is synonymous with bubbles … and that led us to this beautiful DNA,” she says.
Miller has the reputation as a master event planner. Orlando’s 60th celebration kicks off in the middle of the park’s Seven Seas Food Festival and 5th birthday party for Sesame Street Land, with highlights that include a parade and character breakfast. That parade on the south side of the property will continue as a second parade will debut May 24 on the north side of the park.
“Two is better than one,” Miller says of adding an additional parade. “It embraces the multi-generational nature of SeaWorld.” She shares with IAAPA News that the SeaWorld parks in San Antonio and San Diego will also get a new parade this summer, although each park will have a float package unique to that property.
Also this summer in Orlando, a new cirque-like show will return to the Nautilus theater, along with an animal rescue show, Rescue Tails, inside the park’s original Seaport Theater along the Waterfront area.
ENTERTAINMENT
Part of the entertainment experience includes photo spots where the park’s collection of costume characters meet guests for pictures. The location near SeaWorld’s front gate features a reproduction of the signage from the original entrance to SeaWorld Orlando near the same spot. When Peterson announced that a Shamu walkabout character had returned, the group in attendance for a dedication ceremony roared with approval.
“We’re thrilled to welcome back some old favorites. I am excited to announce today that one of my favorite friends is back—Shamu is back!” Peterson exclaims. “It’s been many years since Shamu and crew have been out here.” Peterson shares as the park went through classic photos, they discovered how many guests make memories meeting costumed characters. “We have 60 years worth of memories and moments, that for me, touch what SeaWorld is.” The characters will headline the new Shamu and Crew parade this summer.
FOOD & BEVERAGE
No celebration is complete without food. The Orlando park will offer several new treats designed to tempt the tastebuds—and be Instagram worthy. A Rice Crispy Whale Tail, Mango Marble Cake, and Orca Cake Pop.
Each morning this weekend, the Orlando park is welcoming guests with complementary cupcakes with blue frosting simulating a wave.
TECHNOLOGY
In addition to tastes, is also adding a dash of speed. Several F&B locations recently received a technology upgrade in the checkout line. SeaWorld Orlando is using Mashgin’s self-checkout system. Once F&B items are placed on a tray, cameras and an artificial intelligence (AI) system scans the items and then conveys a total cost to the guest. As a cashless park, a tap or swipe of a credit card is all that’s needed before the guest can gather their items and walk away.
“This type of technology is allowing our guest to come in [and leave] faster and quicker,” Peterson says, adding the investment allows quick serve restaurant supervisors to focus on efficiency and cleanliness.
PARK UPGRADES
In addition to tech upgrades, fresh aesthetics welcome guests to Orca Stadium.
The park commissioned IAAPA-member Nassal to create new three-dimensional signage that includes sculptures of breeching and swimming orcas. Peterson says the wood tones used convey a natural appearance and a nod to the Pacific Northwest. At the front of the stadium, a shuttered park water fountain is again operational and features a jumping orca.
Inside the 5,500-seat orca stadium, the same wood tones appear on a refreshed set for the Orca Encounter show. Crews took 63 days to drain the water, paint, and seal the show pool. Peterson says animal health and safety protocols led the project, which included the installation of two sets of temporary water-tight sound barriers between the show pool and the additional killer whale habitats where the orcas reside.
“We have some incredible contractors who understand how to work around the animals,” Peterson says. “The animal always comes first and foremost.” The orca stadium remodel comes on the heels of similar renovations at the park’s dolphin performance venue and sea lion and otter stadiums.
MERCHANDISE
For guests looking to take home a party favor, several nostalgic items arrived in retail locations on Thursday, with more coming throughout the year. Strategically, the operator will continue to release special merchandise over the next nine months. A knit baseball jersey and a flashy spring jacket kicked off apparel items, while several collector pins feature SeaWorld’s original logo.
Peterson says the park’s “retro” line of merchandise is designed to connect with memories of prior visits from an era gone by. That includes a Precious Moments figurine featuring two children taking a selfie alongside a sea lion, dolphin, and orca. Plush also features the a vintage SeaWorld logo.
“At the end of the night whenever a guest walks out of here, every little kid wants...a Shamu to take home with them,” Peterson says.
BRANDING
A collection of brand images from past decades now grace the walls of the SeaWorld Orlando passholder lounge. Around the room reserved for passholders (where they can enjoy complementary Coca-Cola products and air conditioning) await murals featuring historical photos, old park maps, and the names of retired shows at the park.
“Part of the celebration of the 60th is taking a look back in time,” Miller says, adding the park wanted to lean into its history—from presenting waterskiing shows to the construction of the iconic Sky Tower.
Additional signage in the form of oversized postcards adorn park walkways and feature photos of former attractions that sat on the same site.
“Over the past 60 years, we’ve shown you a lot. And in the next 60 years, we’re going to show you even more,” Peterson told attendees at the kickoff event.
That includes the debut of Penguin Trek, a new family roller coaster designed and manufactured by IAAPA-member Bolliger & Mabillard. The anticipated 42-inch height requirement will allow younger children to ride with their grandparents.
“Here’s to 60 years of wonder, discovery, and conservation at SeaWorld. Thank you for being part of this journey, and here’s to many more years of making memories together,” Peterson concluded.
SeaWorld expects the 60th anniversary event to continue at all three U.S. parks through December 31, 2024.
