Penguins are show biz, good biz

Among the many rules of show biz: Give the audience what it wants. And South Carolina Aquarium visitors will get more of what they obviously want thanks to this fortuitous application of the first rule of show biz. The penguin show, originally scheduled to end next month, will go on through October.

That's positively profitable news. After assorted financial struggles since opening in 2000, the aquarium generated an 11.5 percent jump in attendance last year to approximately 438,000, with a profit of more than $1 million through October (final 2009 numbers are due soon).

That boost, a remarkable trend during these tough economic times, is clearly due in large part to last March's addition of the popular Penguin Planet exhibit from San Diego's SeaWorld.

The spheniscus magellanicus (Magellan penguin) stars have been packing them in -- and their drawing power should grow with this week's permanent addition of the previously temporary "Waddle Wagon."

An aquarium staffer now rolls one of the penguins into the Great Hall for up-close and personal encounters (and photo opportunities) with visitors at 2 p.m. on Thursdays through Sundays.

Sweetening this month's aquarium deal: Admission for all S.C. residents during February's "Sea and Save" special is $10.95 -- the normal child's rate and $7 less than the standard adult rate.

And coming soon (March 20): An albino alligator.

So on with the aquarium show -- and up with the numbers of people showing up to see the Penguin Planet.