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SeaWorld, in a move to rebuild its brand and combat declining attendance, will phase out its traditional Shamu show in San Diego and replace it with one that is less about tricks and more about orcas' natural behaviors in the wild. Next year will be the last for the show and coming in 2017 will be what SeaWorld Entertainment describes as a new orca experience, designed to take place in a more natural setting. The announcement, made during a Monday morning presentation by senior SeaWorld executives, is part of a multi-pronged effort by the Orlando company to refocus the public's attention on its conservation efforts.
Read more from The San Diego Union-Tribune.
Also: View the deck presented to investors by the executive team regarding SeaWorld Entertainments strategy moving forward.