SeaWorld attendance down despite discounts The company offered promotions to get people into its parks in the first half of 2015 and launched a marketing campaign to improve its reputation, but 'brand challenges' linger in California.

Nathan Bomey | USA TODAY

Show Caption Hide Caption SeaWorld attendance down despite discounts Attendance, profit and revenue slipped in the second quarter for embattled amusement park operator SeaWorld Entertainment The company acknowledged lingering "brand challenges" in California and blamed the earlier timing of Easter and heavy rain in

Attendance, profit and revenue slipped in the second quarter for embattled amusement park operator SeaWorld Entertainment (SEAS).

The company acknowledged lingering "brand challenges" in California and blamed the earlier timing of Easter and heavy rain in Texas for its second-quarter performance.

It has been battered by a wave of negative public sentiment following the 2013 documentary Blackfish, which raised questions about the treatment of killer whales and their interactions with trainers at the company's parks.

Despite discounts, promotions and a marketing campaign to improve its image, attendance fell 2% to 6.48 million, compared to the same period a year ago. Net income plummeted 85% to $5.8 million. Revenue declined 3% to $391.6 million.

SeaWorld's stock declined by more than 5% in pre-market trading, but quickly recovered and was trading up 2.7% in morning trading. The company noted that it still plans to meet its profit target for the year.

Company CEO Joel Manby said on a conference call that he would outline a new strategic vision for the company at a special event Nov. 6.

Manby, who joined the company four months ago to rehabilitate the operations, has been slashing spending and investing in a marketing campaign to improve the company's image.

SeaWorld launched a marketing campaign in the second quarter to bolster its reputation. That ad campaign will continue.

"Thus far we are very pleased with the feedback we have received," Manby said on the conference call. "Our ads and testimonials are resonating well with our guests."

In a discouraging sign, SeaWorld piled on promotions to jolt admission in the first half of 2015, but overall attendance still slipped. Per-capital admission revenue fell 3.6% to $38.72. That comes amid increasing ticket prices at competitors such as Disney parks.

Despite the poor quarter, Manby said SeaWorld is on track to meet its full-year profit forecast.

He said a soon-to-open shark-themed exhibit at the company's park in Orlando and the area's "biggest, tallest, longest, fastest coaster," set to open in 2016, will boost attendance despite a competitive market.

The company will also open an exhibit in San Antonio that will allow customers to swim with dolphins in a "naturalistic" setting, Manby said.

"I am confident that we are stabilizing," he said.

Follow USA TODAY reporter Nathan Bomey on Twitter @NathanBomey.