SeaWorld is betting that another batch of roller coasters can help its parks find new momentum and launch forward in the theme park industry.

SeaWorld San Diego last month announced Arctic Rescue, a new triple-launch terrain coaster from Intamin. Themed to snowmobiles, the sit-down coaster trains will reach a top speed of 40 miles per hour on its 2,800 feet of track while not rising more than 30 feet off the ground, in keeping with California Coastal Commission rules that restrict much of the park.

On the East Coast, sister park Busch Gardens Williamsburg is getting a similar Intamin coaster, except that one will be installed indoors. DarKoaster will go into the park’s former Curse of DarKastle dark ride show building, continuing its original story of King Ludwig with a four-launch coaster that reaches 36 miles per hour.

In San Antonio, Texas’ SeaWorld park will be getting Catapult Falls, which the company is calling the world’s first launched flume coaster. The outdoor boat ride will feature a 20-mph launch and a 55-foot vertical lift up to a 53-degree splashdown drop.

Finally, in Orlando, SeaWorld’s flagship park will be getting Pipeline: The Surf Coaster. This next-generation stand-up coaster from Bolliger & Mabillard will feature what the company hopes are more comfortable seat supports than found on current stand-up coasters, such as Six Flags Magic Mountain’s Riddler’s Revenge. Themed to look like giant surfboards, Pipeline’s ride vehicles will reach a top speed of 60 mph.

All these new rides are scheduled to debut in 2023.

Disney and Universal continue to lead theme park attendance in the United States, according to the most recent TEA/AECOM Theme Index attendance report. SeaWorld has been fighting Knott’s Berry Farm owner Cedar Fair and Six Flags for a distant third place ever since Universal moved ahead of them by getting the theme park rights to Harry Potter.

SeaWorld’s attendance also took a hit around the same time when it removed its trainers from the water during orca shows, following a trainer’s death in Orlando. Without its iconic moment of a trainer flying out of the water from a breaching orca, SeaWorld’s parks have been struggling to find a new identity that resonates with fans. Losing the free beer that former owner Anheuser-Busch gave away at the parks didn’t help, either.

I am happy that SeaWorld has rescued thousands of animals and promotes habitat conservation, but people visit theme parks for thrills and entertainment — not positive environmental messages. Even Disney is moving away from the nonfiction themes it once prioritized in Tomorrowland, Epcot and Disney’s Animal Kingdom as people look to escape, rather than celebrate, the troubled world around them.

Roller coasters, especially ones designed for families, might have more appeal today than animal shows and exhibits. SeaWorld declaring itself the coaster capital of San Diego and Orlando certainly gives the company a new identity. But alone, that won’t distinguish SeaWorld from the long-time coaster leaders at Six Flags and Cedar Fair — and it certainly is not going to get the company any closer to Universal and Disney.