Faced with dwindling park attendance, SeaWorld Entertainment (SEAS) is offering visitors big discounts on certain days. Shares of SeaWorld surged more than 4% in Thursday morning trading, after falling sharply on Wednesday.
Visitors to its SeaWorld park in Orlando, who purchase tickets online, can get a 46% discount on admittance to the park on weekdays. It’s San Diego park will give a free children’s ticket, worth $71, along with any midweek purchase of an adult park pass, Bloomberg notes.
The company, which operates 11 theme parks in five states, said that park attendance dropped 9% during the second quarter. That meant 600,000 fewer people visited the parks compared to the same time last year. Company revenue slipped 3.4% to $411.3 million during the quarter. SeaWorld also trimmed its earnings forecast for the year by $10 million.
Falling park traffic came after SeaWorld hiked ticket prices earlier in the year. It also comes in the wake of controversy surrounding the release of a documentary about the treatment of killer whales at SeaWorld parks.
SeaWorld officials deny any link between the film and park attendance.