The No-Nonsense Investor Behind SeaWorld’s Sea Change

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The No-Nonsense Investor Behind SeaWorld’s Sea Change
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SeaWorld faced big challenges after its treatment of killer whales came under fire. An activist investor became chairman, turned around the company’s finances—and alienated some executives.

Global Management Inc., Mr. Ross had previously worked on deals involving lodging, entertainment and hospitality companies. He helped lead Apollo’s 2012 acquisition of Great Wolf Resorts Inc., an indoor-waterparks company, and its 2014 takeover of Chuck E. Cheese restaurant operator CEC Entertainment Inc.

He brought a renewed focus to SeaWorld’s marketing and revenue-management strategies, as well as cost cutting, according to people familiar with the matter. Mr. Ross also critiqued the company’s social-media posts, vetted minor expenses, and scrutinized even the retail price of a bottle of Other former company insiders said Mr. Ross’s granular focus and argumentative style made it difficult to work with him.

SeaWorld’s next two permanent CEOs each left after less than a year on the job, citing disagreements with the board over its involvement in the company’s decision making, according to securities filings. Then, the Covid-19 pandemic plunged the company back into crisis. In April 2020, after closing all its parks, the company put more than 90% of staff on unpaid furlough. ItIn the summer of 2020, the company began reopening some of its parks with reduced capacity and days, as well as new safety protocols. With the limited reopening, executives sought to increase attendance and revenue while cutting unnecessary costs.

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