SeaWorld Entertainment Rebrands as United Parks & Resorts

SeaWorld Entertainment, a leading theme-park operator, has announced that it will be changing its corporate name to United Parks & Resorts. This strategic move reflects the company's aspirations to expand its international presence and further penetrate the lodging industry.

The rebranding will not affect the operation of SeaWorld's four existing parks, three of which are located in the United States. These parks will continue to operate under the SeaWorld banner, maintaining the familiar brand identity that visitors have come to recognize.

The official name change will take effect on February 12th, accompanied by a modification to the ticker symbol. SeaWorld's current ticker symbol, SEAS, will be replaced with PRKS, symbolizing the company's vision for growth and transformation. Trading under the new symbol will commence on February 13th.

According to Chief Executive Marc Swanson, the new corporate name better reflects the company's diverse collection of park brands and experiences. United Parks & Resorts encompasses seven distinctive brands, including the popular Busch Gardens parks and the beloved Sesame Place parks, among others. These brands collectively operate across 13 parks in the United States and Abu Dhabi.

SeaWorld's decision to rebrand comes at a critical time in the industry. Last year, major competitors Cedar Fair Entertainment and Six Flags agreed to merge, further consolidating their market positions. Concurrently, industry giants like Disney and Universal are heavily investing billions into enhancing their park divisions.

While SeaWorld has faced public criticism in the past regarding its treatment of captive orcas, the brand has been actively refocusing its efforts on animal education, rescue, and rehabilitation. The company is now poised to embark on a new chapter with its redefined identity and global ambitions.