Overview
- United Parks & Resorts announced Friday that Brad Gilmour will immediately add SeaWorld Orlando to his role overseeing Aquatica and Discovery Cove and that Jon “JP” Peterson has left the company without an explanation.
- Gilmour is a 23-year company veteran who has led Aquatica and Discovery Cove since 2023 and will now set strategy for all three Orlando parks.
- Company leaders told investors this week they plan to focus on better marketing execution, growing attendance, and using licensed intellectual property to attract new audiences.
- The parks face several active legal and labor pressures, including an NLRB order to recognize a divers’ union at Discovery Cove and Aquatica, a DOJ challenge to accessibility policies, and a separate licensing suit from Sesame Workshop.
- SeaWorld says day-to-day guest operations and ticketing are unchanged for now, but the consolidated leadership could shift investment priorities or staffing choices and may affect costs if legal and labor disputes increase obligations.