Posted Tuesday, December 1, 2009 8:19 PM | Contributed by kpjb
With the sale of Busch Entertainment Corp. to Blackstone Capital Partners V L.P., an investor fund advised by The Blackstone Group, comes a new name for the company that operates some of the nation's best known and popular theme parks. "SeaWorld Parks & Entertainment" replaces "Busch Entertainment Corporation" with the closing of the sale announced jointly today by Anheuser-Busch InBev and The Blackstone Group.
Read the entire press release on PR Newswire.
What does this mean for the use of the Busch name for the Busch Gardens parks? Will Anheuser and the Busch family allow the parks to remain Busch Gardens Europe and Africa now that brand "Busch Entertainment" is gone?
"Seaworld Gardens Williamsburg"?
Maybe they should change the name to "Bush Gardens." Then again, maybe not.
In all seriousness, there will be a future need to continue to differentiate between the two types of parks. You certainly can't call them anything 'Sea World' and not cause confusion among the public.
So, that being the case, what's better than keeping 'Busch'? It has strong, positive brand recognition, probably at the top of the tier just below Disney, and at the same level as Universal.
Of course, this would depend on contractual stipulations permitting Blackstone to continue using the name.
Perhaps in the case of the Williamsburg park going back to it's original name "The Old Country"? The Tampa park I'm still mulling over possible names for that one.
For the two of the 9 parks branded under the Busch name, it will remain intact for now.
I know little of the behind the scenes maneuvers, but I would imagine that they will eventually change the names of those parks. If it was me, I wouldn't want to do it abruptly (i.e. Geauga Lake ---> Six Flags Ohio).
I would imagine a transition name like "Busch Gardens: Worlds of Discovery Williamsburg" for a few years, and then just gradually dropping the Busch Gardens part to ease people in to it and retain familiarity.
I think that "Worlds of Discovery," might be a good banner to be under. It'll take a bit for people to get used to it, and many will STILL refer to them as Busch Gardens.
You must be logged in to post