CASE STUDY: SEA WORLD OF CALIFORNIA
Community Relations
SITUATION:
Sea World of California was purchased by the Anheuser-Busch Companies in 1989. Since that time, Sea World had become the target of numerous attacks by special interest groups opposing alcohol consumption. The opposition was well organized and included over 20 community groups in San Diego in addition to support from state and national organizations. There was also extensive negative media coverage in opposition to the park’s new initiatives.
STRATEGY:
Karen Hutchens was contacted to provide community, government and media relations support for the park. She worked to identify community concerns and create an open dialog for the community. A communications strategy including media relations, government affairs, and community relations was created.
RESULT:
The new park ownership was successfully integrated into the San Diego community. Open dialog was created with media, community leaders, organizations and government officials increased the understanding of Sea World’s valuable economic and social contributions to the local economy.
