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An extreme heat policy introduced to all SeaWorld operations in the US could see other operators follow suit following a tough weather-related summer for theme parks
Tom Anstey | Planet Attractions | 29 Aug 2023
Guests to SeaWorld parks in the US will be entitled to a free return visit if the weather gets too hot Credit: SeaWorld Orlando
It’s been suggested that theme parks could follow suit in adjusting their extreme weather policies to include heat, following a move by SeaWorld to offer free return tickets if the day gets too hot.
This year’s summer period was originally forecast to be strong for theme parks with a number of major operators including SeaWorld pointing to extreme weather as a factor for lower-than-expected attendance.
As well as SeaWorld, Six Flags and Cedar Fair highlighted conditions including higher-than-normal rainfall, smoke from wildfires, and excessive temperatures as clear drivers of traffic weakness in their respective Q2 earnings results.
Under SeaWorld’s new Weather-or-Not Assurance policy, visitors can return to the park for free within 12 months if their visit is impacted by weather. Covering conditions such as rain, lightning, wind, snow, hail, the policy now includes extreme heat - a first for major US theme parks - where if temperatures reach a heat index of 110 degrees fahrenheit (43.3 degrees celsius) then visitors will be eligible for a return visit.
With the introduction of the policy, it has been suggested by business analysts that SeaWorld is “laying down a blueprint” for major theme park operators as extreme heat conditions become more and more frequent.
According to SeaWorld, the change offers visitors “peace of mind” when planning a visit to its parks. The policy also applies when rides are closed for 60 minutes or more due to weather, or if it causes early closure or negatively impacts the park's operating hours.
“In introducing Weather-or-Not Assurance, we are proud to note this is the most generous inclement weather policy in the industry,” said Marisa Thalberg, chief marketing and communications officer at SeaWorld Parks and Entertainment.
“When guests book and look forward to making memories in one of our SeaWorld parks, we want them to feel fully assured that if Mother Nature winds up having other plans that day - even if for as little as an hour - they will be able to come back another day, on us.”
According to a release from the operator “other brands in the SeaWorld Parks and Entertainment portfolio are also honouring the Weather-or-Not Assurance”, which would include the likes of Sesame Place and Busch Gardens. SeaWorld owns and operates 13 recreational destinations in the US, eight of which are theme parks. Whether other operators such as Disney and Universal follow suit remains to be seen.
Theme park
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