SeaWorld will start a process of discontinuing shows featuring killer whales next year in favor of a new, "informative" experience.

According to The San Diego Union-Tribune, SeaWorld unveiled the plan for their San Diego park Monday, which details a plan to place orcas in a more familiar environment. Aimed for a 2017 launch, the new experience will be geared toward delivering patrons a "conservation message inspiring people to act."

The Union-Tribune reported noticing the announcement in a document posted online in advance of a webcast. SeaWorld Entertainment CEO Joel Manby will reportedly devote part of the funds from the Blue World project aimed at tank expansion will go toward the new killer whale attraction.

SeaWorld came under harsh criticism for its treatment of killer whales due to the critically acclaimed documentary "Blackfish." The film has also led to SeaWorld losing attendance and revenue since its release, USA Today reported in August.

Attendance fell by two percent over the course of a year and revenue declined by three percent over the same period. Manby took over SeaWorld earlier this year in order to rehabilitate the park's image and bring visitors back.

Speaking with reporters on a teleconference at the time, he stated SeaWorld's current and future marketing campaigns have been getting positive signs.

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