2023-06-29 11:55:00 ET
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.
For further details see:
Can SeaWorld's Business Live Up to Its Turnstile Clicks?