Shark Bay (Sea World)

In early 2003, work began on the construction of Shark Bay in a vacant patch of land adjacent to the Mid Monorail Station and Polar Bear Shores.[2][3][4] During the construction period seven sharks were being kept inside the main lagoon swimming pool of Sea World's Water Park.[2] In August 2003, the RSPCA began an investigation into the treatment of the sharks whilst in captivity.[2] The investigation resulted in Sea World releasing the world's largest tiger shark in captivity back into the wild.[5] Sea World had originally planned to move the sharks into Shark Bay in October 2003, prior to the public opening of the exhibit on 26 December 2003.[2][6] A variety of delays forced the opening date to be moved back to 9 April 2004.[6] The exhibit cost $13 million to construct.[7]

The layout of Shark Bay.
Key: Red = Shark Lagoon; Green = Reef Lagoon; Blue = Inter-Tidal Zone; Yellow = Touch Pools

The Shark Bay exhibit is divided into four distinct sections.[8] The main section is the Shark Lagoon.[8] It houses some of the world's largest, most feared and potentially dangerous sharks.[8] Unlike other smaller shark exhibits, the Shark Lagoon at Shark Bay allows for the sharks to have a 60-metre (200 ft) swimming pattern which is essential for them to be able to rest whilst swimming.[8] As the name suggests, the Reef Lagoon is a reef-themed environment. It houses a variety of smaller sharks alongside rays and other fish.[8] Guests can view both the Shark Lagoon and Reef Lagoon from a series above ground viewing areas as well as through four 10-by-3-metre (32.8 ft × 9.8 ft) underwater viewing windows.[8] An additional window of this size separates the two sections and allows divers in the Reef Lagoon to view the sharks in the Shark Lagoon.[6][9] The Inter-Tidal Zone is attached to the Reef Lagoon and is adjacent to the Touch Pools. The area is home to a variety of small fish and other marine life. The final zone is the Touch Pools. Within this section, guests are able to touch a variety of marine animals in the shallow water.[8] Collectively, these areas made Shark Bay the largest man-made lagoon system in the world.[9]

The bay has one of the four Animal Adventures in Sea World, requiring an additional fee. A Tropical Reef Snorkel allows guests to swim with the sharks and other marine life in the Reef Lagoon.[10] Similarly, the Shark SCUBA Animal Adventure allows qualified guests to SCUBA in the Reef Lagoon.[11] Within the Shark Lagoon guests can choose an up-close encounter and an above water journey. The Shark Encounter allows guests to enter an acrylic cage and watch the sharks be fed up close.[12] Finally, the Glass Bottom Boat Animal Adventure allows guests to view the sharks up-close from a unique angle without the need to put a foot in the water.[13]

The opening of Shark Bay was heavily marketed locally, nationally and internationally. An Australian advertising campaign was launched with print, television, cinema and radio advertising. This campaign alone cost $2 million. Additionally the international markets of the United Kingdom, Singapore and Taiwan were also targeted in other campaigns.[14]

• Official webpage