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Busch Parks are now "Worlds of Discovery."

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Here's the press release from this morning:


Introduction of Aquatica Shows Diversity of “Real” Experiences


Orlando, Fla. (Nov. 8, 2007) – Long-known for creating one-of-a-kind adventures based on interactive experiences within the natural world, the Busch Entertainment Corporation family of adventure parks will now be known as Worlds of Discovery.


“All of our parks offer guests the opportunity to celebrate, connect and care for the world we share with their families,” says Joe Couceiro, corporate vice president and chief marketing officer of Busch Entertainment Corporation. “This common thread of authentic experiences, interactive learning and leisure opportunities creates meaning beyond park visits and is the driving force behind Worlds of Discovery – the unifying identity for all 10 of our adventure parks.”


When Aquatica - the waterpark that only SeaWorld could create - joins the Worlds of Discovery parks in spring 2008, it will complement the SeaWorld experience. Along with Discovery Cove, these three parks in Orlando offer unique ways to connect with the world of the sea. The Worlds of Discovery parks also include SeaWorld parks in California and Texas, Busch Gardens parks in Tampa, Fla. and Williamsburg, Va., their adjoining water parks, Adventure Island and Water Country U.S.A., and Sesame Place near Philadelphia.


“Guests will come to know that through the Worlds of Discovery parks, they will have the opportunity to come closer to the world we share,” says Jim Atchison, incoming president and chief operating officer of Busch Entertainment Corporation. “It’s our culture and our heritage to present quality products, support conservation efforts and offer guests a real sense of discovery and learning.”


Through up-close animal encounters, thrill rides and live entertainment based on the cultures of continents around the globe, the Worlds of Discovery parks offer an unprecedented variety of experiences not available anywhere else.


The Worlds of Discovery parks include SeaWorld parks in Orlando, San Diego and San Antonio; Busch Gardens Africa and Adventure Island in Tampa Bay and Busch Gardens Europe and Water Country USA in Williamsburg, Va.; Discovery Cove in Orlando; and Sesame Place near Philadelphia. Aquatica, SeaWorld’s waterpark, is under construction in Orlando. Additionally, Busch Entertainment Corporation created the SeaWorld & Busch Gardens Conservation Fund, a non-profit, private charitable foundation committed to supporting wildlife and habitat conservation, research, education and animal rescue programs worldwide.


Honestly, I hope this works out well for them, but how many time are we going to see the Busch Parks re-branded?


We've seen Sea World's branded with "Adventure Parks", Busch Gardens parks go from "The Old Country" to "Busch Gardens Williamsburg" to "Busch Gardens Europe" and "The Dark Continent" to "Busch Gardens Tampa" to "Busch Gardens Africa.", etc, etc...


Don't get me wrong, I *love* Busch parks, I just wish they'd settle on a name or a theme for more than a few years!




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Just don't call Ted late for free beer.


Interesting--they've been sort of floating this idea in the videos they play in the queue for Griffon (especially one that touts Busch's conservation efforts). The park also has a "Discovery Channel" type of gift shop.


I'd love to see how Water Country fits into this, though: "DISCOVER which of your neighbors should give up on string bikinis or Speedos."

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Although I will always call them Busch Parks, a name like this seems good business wise. Busch probably wants to separate the parks from the brewing industry more, and they decided to go with...for lack of a better phrase...a more family friendly name. The only thing I don't like is that the park name seems too generic as there are too many "Worlds of" and "___ Adventure" out there.

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It's hard for me to knock Busch parks because they seem to get a LOT of stuff right; however, this corporate re-branding kick of theirs if getting old. I'm guessing we'll just be discovering some new merchandise in the gift shops next year like Matt said, that's all. Oh, and maybe a price hike here and there. This is a big yaaawwwn for me.

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If there's one thing I've learned in RCT3 and on YouTube, it's that if the people like something and it works, you leave it alone, even if it wasn't quite what you had in mind. Don't fix it if it ain't broke in the public's eyes.


Anybody else catch the confusion that might pop up between Worlds of Fun, Worlds of Discovery, and Six Flags Discovery Kingdom?

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Honestly, I hope this works out well for them, but how many time are we going to see the Busch Parks re-branded?


Until the executives and marketing staff stop having those re-branding keggers.


Another year, another consultant pockets a big check.

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