As it continues to rebuild its identity from the ground up, SeaWorld has announced the formation of Deep Blue Creative – a new team within the company tasked with bringing to life innovative new experiences under its "fun and meaningful" philosophy.

Bringing together talent from both within and outside of SeaWorld, Deep Blue Creative is separated into six divisions, each with its own key focus to drive forward business for the company.

The first two divisions cover theme park development in both the US and overseas. For the US, a project management and guest experiences team will collaborate to inspire guests through innovative attractions, culinary experiences and retail environments. On the global side, the team will lead development of SeaWorld’s growth initiatives beyond the company’s existing parks, including international expansion, exploration of new business models, feasibility and site evaluation.

A team will also be dedicated to resort development, responsible for the business and creative development of resorts and hotels, unique hospitality experiences and land planning.

The fourth division will handle both events and entertainment, supporting the staging of live experiences for theatrical settings, as well as culinary and retail environments. The division will also explore and develop new event concepts that both inspire family traditions and encourage repeat visits from annual pass members and local residents to SeaWorld’s parks.

The Media Enterprises division will take charge of SeaWorld’s film, television, and music business, maximising distribution opportunities for its brands. A key part of the division’s role will be to collaborate with content creators and develop production partnerships.

The final division – named Expedition X – is a team focusing on prototype development for innovative project concepts and new technology. In its role, Expedition X will harness creative energy from within and outside of the company to identify emerging trends and inventive ways to bring guests experiences that explore worlds on both land and sea.

“The creation of our Deep Blue Creative team represents an evolution and a fresh, inventive approach to executing our mission of inspiring guests with experiences that matter," said Anthony Esparza, chief creative officer for SeaWorld Parks & Entertainment. “Our global brands have a distinct zoological and conservation focus that isn’t replicated in the industry, and we aim to build on that unique advantage with immersive and interactive experiences for our guests.”