SeaWorld is phasing out the killer whale shows at its San Diego park after years of criticism from animal rights advocates and as part of a larger repositioning.
The San Diego Union-Tribune reported that SeaWorld Entertainment CEO Joel Manby unveiled a new company vision during a webcast Monday morning.
Company executives emphasized that, by 2017, it would unveil a new "informative" orca experience in a more natural setting, one with a "conservation message inspiring people to act."
A portion of the $100 million allocated for the expansion of the killer whale tanks would be diverted to create the new experience, it said further.
The move comes after Rep. Adam Schiff, D-Burbank, said on Friday that he would introduce federal legislation that would prohibit the breeding of captive orcas, end the capture of wild orcas, and stop the import and export of the killer whales.
Widespread backlash against so-called Shamu shows were sparked by the release of the 2013 documentary "Blackfish," which played repeatedly on CNN.
According to Business Insider, "Attendance has been weak, earnings have been lackluster, and the stock has been a disaster, falling over 50 percent since 'Blackfish' premiered."
In June, One Direction pop star Harry Styles called for a SeaWorld boycott during a concert, and he was not the first celebrity to criticize the company.
It was unclear if the killer whale shows would be phased out at SeaWorld's Orlando and San Antonio parks as well.