Visitor Brochures

Visitor Booklets

Visitor Brochures

Marineland of the Pacific operated for 33 years from 1954 to 1987.  Visitor brochures were distributed to all guests entering the oceanarium each day.  Considering that the park was open "every day of the year", with an annual attendance ranging from 800,000 to nearly 3 million depending on the year, millions of visitor brochures and park maps were printed and distributed over the park's lifetime. 

In addition to the brochures and maps distributed at the main entrance gate to each visitor, additional brochures and maps were readily available throughout the park, as well as thousands being distributed annually through the group sales, promotions and marketing departments.  The look and feel of the brochures and maps changed from year to year, and the following surviving examples will begin to give you an idea of Marineland of the Pacific from Opening Day in 1954, through four decades of change in times of tremendous growth and opportunity, and through the declining years of ownership changes and splintered strategic models.  

This section will continue to grow as different brochures and other marketing collateral materials continue to surface.  Enjoy!

Opening Day Brochure   Marineland of the Pacific opened to the general public on August 27th, 1954.  Owned and operated by Oceanarium, Inc., opening day ceremonies commenced at 3:00pm that afternoon.  Oceanarium, Inc. executive management and invited public dignitaries and guests were given a "sneak-peak" preview of the now "world's largest oceanarium."   This brochure was provided in a commemorative welcoming package given to all invited guests.  Inside the brochure was a large artist's rendering of an aerial view of the new oceanarium by the design architects of Pereira & Luckman, a prominent architectural firm still operating in Los Angeles as The Luckman Group.  The construction project was managed by the George A. Fuller Company.  The brochure provides invited guests with detailed information on the new facility, as well as its supporting services in the form of the new Marineland Inn, the Marineland Restaurant and "Porpoise Room" cocktail bar, the new film and camera gift shop, the large main gift shop, the backstage administration offices, scientific laboratory, machine, carpentry and electrical shops, as well as fish holding and the food prep rooms. 

Opening Day Booklet Cover    This two page booklet was included in the commemorative welcoming package.  The cover design would go on to be featured on all visitor booklets that were sold in the gift shop from 1954 through 1964.  This commemorative booklet included a welcoming message from Oceanarium, Inc. President Henry U. Harris, and included listings of all Oceanarium, Inc. officers and directors of the board.  The opening ceremonies began at 3:00pm with a "tour of the oceanarium" followed by a gathering "on the top deck" at 4:00pm for a "raising of the national colors by the United States Coast Guard."  Welcoming comments were provided by Harris and VP and General Manager of Oceanarium, Inc. Ray W. Smith.  This was followed by the "first feeding of fish by 'Alice in Marineland' - Miss Suzanne Blood."  A "demonstration [was given] of transferring marine specimens in the circular tank", with "surface and underwater feeding", followed by "refreshments in the lounge on the ground floor" at 4:30pm.

1954 First Issue Brochure   This was the first true brochure distributed to the general public.  It followed a smaller temporary brochure that was comprised primarily of the Pereira & Luckman artist's renderings.  This first issue brochure was provided to the public (it is estimated) by mid-September, after photographs of opening weekend could be taken of the first visitors enjoying the new oceanarium.  The brochure continues to have a strong use of artist's renderings, but black and white photos are included of visitors seated in the circular dolphin pool on the top deck, as well as two photos of visitors looking into the large circular tank from inside the building.  The Marineland Restaurant and and Marineland Inn are featured on the back page, along with driving directions from Los Angeles.  As the brochure states: "From the 1600 car parking area you pass the shopping center into the main entrance of the Oceanarium.  From the first level concourse inside you will come directly to the lower viewing windows of the two immense tanks.  Here you will get intimate views of sea life as it is at the ocean bottom.  Your first sight into one of the main tanks will be if you are in a submarine or peering from a diving bell on the ocean floor."

1955 Second Issue Brochure   This brochure was introduced in the Spring of that year.  Although the front cover and selected black and white photos inside have been changed, the structural template and all text is identical to the 1954 first issue brochure.  Marineland's public relations department had already secured the services of a full-time photographer at the time of the park's opening, and that began the photographic documentation of the park's assets and programs.  Being that an artist's rendering was used for the cover of the 1954 first issue brochure, a photgraph was used to replicate a similar image for the new brochure.  Inside the cover, an aerial photograph of the park replaces the artist's rendering of the same view.  All artist's renderings used inside the 1954 first issue brochure remain in the 1955 version, alhough they are all tinted with hues of orange, dark blue and light gray; switching from the colors used in the 1954 version that were a dark yellow, light blue and black.  All black and white photos are replaced with black and white photos that include Jake Jacobs, Marineland's Chief Diver, on  the bottom of the large oval tank; Captain Harold Winston and his California Sea Lions in their temporary holding tank which became slowly converted to a stadium setting prior to the construction of the Sea Arena in 1958; and an exterior shot of the Marineland Restaurant touted as "Southern California's most beautiful restaurant and cocktail lounge."

1957 Fourth Issue Brochure   It is believed this is the first color brochure that was made available to the general public.  Although color is used in the first and second issue brochures, they are generally hues of three contrasting colors and black and white photographs.  This brochure returns to an artist's rendering of the Dolphin Pool on the top deck for the brochure's cover, and includes color photographs inside.  The bulk of the text remains very similar to the text used in the first two issues, with new text supporting the photographic images.  These images include:  a Marineland diver (aka "the pied piper of fish") feeding a large bat ray on the bottom of the oval tank; a giant Pacific Octopus, Zippy the porpoise performing in the Marineland Globetrotters "porpoise games"; one of the first photos of "Big Bertha", the 400 pound sea bass, "Tommy Tucker", one of Capt. Winston's California Sea Lions.  Tommy "played Esmeralda in Twenty Thousand Leagues Under the Sea"; a large green sea turtle, and shots of sharks, sunfish and Humboldt penguins.  The brochure also features the new Coastal Boat Cruises leaving from the Marineland Pier.  These cruises were an additional cost for the general public and provided them a magnificent tour of the Pacific coastline.  Whale watching was a special feature of the tour at certain times of the year as well. 

1959 Sixth Issue Brochure   New artist, new cover!  Long aerial artist's rendering looking north from the year-old Sea Arena dolphin pool (opened in 1958 and designed by Pereira & Luckman) to the main building's large oval tank and circular pilot whale stadium that also housed bottlenose and whitesided dolphins.  Bubbles, collected from the ocean in 1957, was moved to this circular tank following the opening of the Sea Arena in 1958.  Bubbles is a female, short-finned pilot whale.  Three large color photos of Bubbles (and what appears to be one photo of Bimbo, a male, short-finned pilot whale) are featured on the first double fold.  Below these pictures are a color photo of the newly-relocated Captain Winston's Sea Lion Show.  The photo is taken from the Sea Arena stage looking over the pool to the stadium seating.  Another picture is of Elsie the whitesided dolphin jumping up in the pilot whale tank.  The inside features numerous color photos of Omar the Giant Octopus, Zippy the porpoise, Smiley the porpoise, Tommy, Cy and Mickey the trained sea lions, and close ups of the colorful jewel tanks inside the main building.  Back cover continues with map, coastal boat cruise and the Marineland restaurant.

1962 Ninth Issue Brochure   Believed to be the first combo artist's rendering and photographic cover.  Cover depicts generic pilot whale (either Bubbles or Bimbo) jumping vertically to take fish from trainer's hand standing on elevated ladder from stationary platform.  Mid-portion of brochure appears to be touched-up photo of pilot whale and trainer, with an artist's rendering of lower portion of whale underwater.  Viewing windows with guests are visible under the water line.  Photo of guests sitting in stadium seating in mid-section of brochure.  First inside double fold depicts artist's rendering used on cover of 1959 sixth issue brochure.  Same color photos of Bubbles as used in 1959 brochure as well.  Inside is a series of color photos including one photo of the new baby walruses (Priscilla, Petula, Woofy and Farouk) collected from the Bering Sea in May, 1961.  Also new photo of bottlenose dolphins in outside holding rounds on west side of main building.  Same close-up photos of jewel tanks in the main building, and same photos of Zippy, Smiley, Cy and Mickey.  Same map, coastal boat cruise and Marineland Restaurant on back page.




1963 Tenth Issue Brochure   Identical to the 1962 Ninth Issue Brochure except for one small color photo replacement on the inside fold.  1x4 side view of Bubbles is replaced with 1x4 color photo of "the porpoise trio singing How Dry I Am" on a set of tin horns.  Picture taken at the Sea Arena.  This photo was included in the 1962 brochure on the inside third page, and the 1x4 side view of Bubbles was moved to the inside third page of this 1963 version.  On the back page, the directional map now includes the 405 freeway.








1971 Eighteenth Issue Brochure   Interesting to see the similarity nine years later to the 1962 combo artist's rendering with photo of a whale rising out of the water to meet its trainer. On this cover, a killer whale (either Orky 1 or Corky 1, collected in the late 1960's) rises out of the water to hit its mark (a training device) held by its trainer in the mechanical "cherry-picker" crane.  Below the water line, an artist's rendering of the lower part of the whale, with large rectangular viewing windows with guests looking in.  Stadium seating with guests is seen in the mid-portion of the brochure.  This pool would later be adapted to the new Seaside Stadium, the future home of Bubbles following the arrival of Orky 2 and Corky 2 in the early 1970's.  The brochure opens up with some new photos - but still retains some of the photos from the 1962 brochure.  The brochure is not only a conventional tri-fold, but it also opens up vertically to feature a 17" elongated photo of Marineland's new SkyTower. The cost to ride is 60 cents for adults and 25 cents for children!   New photos of performing sea elephants, including Cyra-Nose are featured.  "New Ocean Plaza" allows guests to "feed and train dolphins, whales and sea lions - just like Marineland trainers!"  Center section of brochure depicts artist's rendering of aerial view of Marineland used on cover of 1959 brochure, but now includes the "Walrus Waldorf" walrus exhibit between the main building and the Sea Arena.  Back page continues with slightly revised map, coastal boat cruise and new interior photo of guests eating at the Galley West restaurant, formally the Marineland Restaurant.

1974 Twenty-First Issue Brochure   First brochure distributed by new operator 20th Century Fox.  Marineland of the Pacific, Inc. is formed following a restructuring from Oceanarium, Inc.  The newly-formed Marineland of the Pacific, Inc. engages a series of management operators for the park.  20th Century Fox becomes the first management operator; structured under a revenue-share deal that will afford Marineland protection under the Fox umbrella, while allowing Fox to diversify exposure of its motion picture and television assets to the public.  New colorful brochure with Orky the Killer Whale on the cover.  Inside color photos include various shots of the park and the animal collection.  SkyTower and the large slide, normally an additional cost, are now free; included with the general admission.  Fox begins work on integration of movie and television memorabilia displays throughout the park.





1975 Twenty-Second Issue Brochure   Change in design with large picture of Orky on the cover and a new logo.  New color photos inside including two-page spread on the New Pirate's Cove attraction that includes a tree house, suspension bridge, revolving barrel, slides "and more fun for kids."   Also includes a write-up on the South Sea Pearl Pavilion "where beautiful girls dive for pearls amid thousands of fish."  Major food pavilion expansion between the gift shops and the main building.  Movie and television memorabilia exhibits are included throughout the park.  Walk-around characters from Planet of the Apes are seen, and Fox begins discussions with Irwin Allen to "transform" the park into a major tourist attraction.  Allen engages design architects and visual artists to prepare comprehensive renderings of the "new marineland" - greatly expanding the park.  Allen introduces "Winter Wonderland" during the holidays, and begins adding his own memorabilia exhibits depicting models and props from his Fox television shows including Voyage to the Bottom of the Sea, Lost in Space, Land of the Giants, and Time Tunnel.



1979 Twenty-Sixth Issue Brochure    In 1978, Marineland of the Pacific, Inc. is purchased and merged into Hollywood Park, Inc.   20th Century Fox pulls out of Marineland following overly-aggressive development plans by Irwin Allen that prove impractical; attendance continues to decline.  Hollywood Park, Inc. retains the operating management services of Hanna-Barbera, a division of Taft Broadcasting that owns and operates numerous themeparks in the mid-west and south-east.  Hanna-Barbera enters into a management agreement to operate Marineland for a fixed fee, plus a percentage of net revenues.    Hanna-Barbera introduces the "Spectacular New Baja Reef" and "Sparkling New Sea Shows."  The brochure is double-paged, and also opens vertically with new color photos of the previous year's Dolphin Island show in the Sea Arena.  Hanna-Barbera costumed characters are seen, including Scooby-Doo, Huckleberry Hound and Yogi Bear.