Clearwater Marine Aquarium CEO David Yates envisioned Winter as 'Dolphin Tale' star - St. Petersburg Times: During Yates' first five years as CEO, the nonprofit aquarium known for its rehabilitation of rescued marine animals has boomed. Tax records show revenue and animal-care spending have doubled. Salaries and education expenses have tripled. The volunteer pool has quintupled to 1,000 strong.
But nothing matches the jump in annual advertising spending, which has multiplied 13 times over, to more than $500,000. The aquarium, more than ever, intends to build a brand.
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