SeaWorld intends to phase out its longstanding killer whale show at its San Diego park next year as part of a comprehensive strategy unveiled Monday to re-position the embattled company amid persistent criticisms of how it treats its orcas. In its place would be a new orca experience debuting in 2017, described as "informative" and designed to take place in a more natural setting that would carry a "conservation message inspiring people to act." The announcement is contained in a company document posted online in advance of a webcast this morning in which SeaWorld Entertainment CEO Joel Manby and other senior executives will unveil their vision for the company and its collection of 11 parks. Just last week, Manby hinted that there would be a new attraction coming to the San Diego park and said that a portion of the $100 million allocated for a project to expand its killer whale tanks would be diverted for that purpose. In its online presentation, SeaWorld references a new capital investment for the park in 2017 and a re-allocation of the dollars that were to be spent on the so-called Blue World tank expansion project. The plan to gradually phase out the Shamu show comes amid efforts at both the state and federal level to clamp down on SeaWorld by ending the captive breeding of orcas, which would effectively bring to an end the parks' theatrical shows. SeaWorld has already vowed to fight a recent ruling by the California Coastal Commission to bar it from breeding its orcas as a condition of moving forward with the tank expansion projects.