Can SeaWorld's Business Live Up to Its Turnstile Clicks?
This month has been anecdotally soft for theme parks, and we'll get some more concrete data when the publicly traded operators report on their springtime quarters in a few weeks. SeaWorld Entertainment (NYSE: SEAS) has been particularly aggressive with its June promotions in Central Florida, even more so than larger peers Walt Disney (NYSE: DIS) and Universal Orlando parent Comcast (NASDAQ: CMCSA).
It started in late May when SeaWorld Orlando -- the most visited gated attraction in the SeaWorld Entertainment portfolio of properties -- introduced its "Passport to Summer" promotion. Aimed its annual passholders, the program would reward frequent visitors to its marine life-themed park that attracted roughly 4.5 million guests last year.
Stop by twice through the end of June and passholders get a free bag of popcorn. Keep coming and the prizes escalate to include premium show seating, animal encounters, and an all-day dining pass. If you're willing to marathon your way to 30 days of visits through the 45 eligible days, the top prize is a complimentary dinner for two at its upscale Sharks Underwater Grill restaurant. It's a clever promotion, but it leads one to wonder if SeaWorld is fishing too hard to close out the quarter with buoyant attendance levels.
Source Fool.com
