SeaWorld marine parks will launch a new killer-whale show in spring 2011 as it attempts to move beyond the death of an animal trainer that forced a complete reworking of the current Shamu show.

Shamu already started fading from view when Southwest Airlines dropped its marketing partnership with SeaWorld in 2014. Experts said the orca imagery is inconsistent with SeaWorld’s new focus.

ORLANDO - SeaWorld built its brand on a leaping and splashing killer whale named Shamu. She was part of its logo, gave her name to stadiums in the theme parks and was the inspiration for rides.

Will you really spend the admission price to visit SeaWorld sans Shamu? An honest answer to that question may determine the shape of SeaWorld Entertainment's future as the publicly traded operator ...

Their new attraction would be named Shamu. “And that’s how it all started,” Griffin concluded. “It all” was several decades of aggressive whale trapping for theme parks and aquariums ...