As part of the company’s comprehensive strategy to address struggling sales and ongoing protests, SeaWorld announced it will be ending the theme park's killer whale signature show starting next year.
The announcement from the San Diego-based theme park came just days after Rep. Adam Schiff, D-CA, said he plans on introducing a bill that would "ban breeding, wild capture and import or export of orcas for the purpose of public shows," according to ClimateProgress. The decision was also in part by the decreasing attendance rate ever since the release of "Blackfish," a documentary portraying the "alleged" animal abuse of the captive killer whales, in 2013.
Senior executive of SeaWorld claimed the California theme park's attendance dropped 12 percent in 2014, making it the "worst-performing Top 20 theme park in North America," according to ClimateProgress. And just recently the company ended its third-quarter disappointingly resulting in a 9 percent decrease in the company's stock.
The company's decline also comes from persistent protests from animal rights activists and animal welfare advocates who have staged protests outside the theme park.
SeaWorld said they will instead create a “new orca experience debuting in 2017” that will take place in a natural setting with a more teachable message and informative understanding of the mammal.