SeaWorld Entertainment Inc. is planning to end its traditional Shamu show in San Diego as the company rebuilds its brand and battles declining sales, according to a report from The San Diego Union-Tribune.
SeaWorld plans to replace the theatrical show with a more informative one that shows the natural behavior of the orca by 2017.
SeaWorld said in a press release that the new show will highlight more of the orca's natural behaviors to engage and inform guests.
The company said that the show will include conservation messaging and tips.
SeaWorld adds in the press release that guests can take the tips and messages they hear on the show home with them to make a difference for orcas in the wild.
The company made their announcement during its investors and analysts day on Monday, November 9, 2015.
The San Diego Union-Tribune said that the announcement is part of SeaWorld's multiple efforts to refocus the public's attention on the company's conservation efforts.
The company is also looking to grow its revenues and stabilize the business.
The San Diego Union-Tribune adds that Joel Manby, the CEO of SeaWorld, said during the event that company's planned overhaul was not because it wants to please its critics.
"We start everything by listening to our guests and evolving our shows to what we're hearing, and so far that's what we've been hearing in California," he said. "They want experiences that are more natural and experiences that look more natural in the environment."
Animal rights activists though are not impressed with SeaWorld's announcements.
Reuters adds that activists branded the announcement as a little more than just window-dressing that is designed to make the continued presentation of the animals more acceptable to the public.
Animal rights activists have been calling for the end of public exhibition of killer whales altogether.
Reuters adds that the announcement also comes after California regulators voted last month to block SeaWorld San Diego from continuing to breed the orcas if it proceeds with its plans to expand their artificial habitat.
The company, though, gave no indication on Monday that it was ready to give up its orca breeding program.
Reuters adds that SeaWorld's shares closed down $0.23, or 1.26 percent on the New York Stock Exchange to $17.91.
Shares are down to lackluster third-quarter earnings.
