United Parks & Resorts, parent company of SeaWorld and Busch Gardens, is significantly reshaping its approach by integrating globally recognized intellectual properties (IPs) into its theme parks. CEO Marc Swanson recently announced ongoing discussions with several popular franchises, marking a clear departure from the company’s longstanding focus on animal-themed attractions.
United Parks Targeting Disney And Universal Like IPs
Although specific franchises and implementation timelines have not yet been disclosed, the company’s intentions are evident: to broaden its audience appeal and directly compete with major industry players such as Universal Studios and Disney Parks. Currently, United Parks offers experiences featuring licensed characters from Sesame Street, through an established partnership with Sesame Workshop, as well as seasonal attractions like “Rudolph the Red-Nosed Reindeer.”
Exciting SeaWorld Expedition Odyssey, and Big Bad Wolf: The Wolf’s Revenge at Busch Gardens Williamsburg
SeaWorld Orlando is preparing to unveil an innovative flying theater attraction called Expedition Odyssey this spring. This attraction, featuring MACK Rides’ Airific system, will transport guests through immersive Arctic landscapes and wildlife encounters, blending simulation with real-world interactions.
At Busch Gardens Williamsburg, United Parks is preparing to open Big Bad Wolf: The Wolf’s Revenge this spring. This ride, similar to Phoenix Rising which was a family B&M Inverted Coaster that opened at Busch Gardens Tampa Bay last spring.
These and other park additions like the new kids area at Busch Gardens Tampa Bay this year, while not IP based, show United Parks commitment to growing this already existing parks, which leaves us excited to find out what properties might join the Sesame Street gang in the near future.
SeaWorld’s Park Attendance Shows A Need For New IP’s
These ambitious changes in future outlook come from some minor financial setbacks for United Parks & Resorts. Last year, overall attendance decreased by 0.3%, totaling 21.5 million visitors. Revenue declined slightly to $1.7 billion, and net income dropped by $6.7 million to $227.5 million. Despite these economic challenges, the company’s strategic investments in new IP-based attractions and park enhancements aim to boost attendance, improve guest satisfaction, and reinforce its competitive standing in the highly dynamic theme park industry.
For more updates, stay tuned to RideRover!
