The owners called in Singer Associates late in 2000 to help re-brand, re-name, and rebuild the reputation of the attraction. Singer Associates was retained to help change minds about the Wharf's much-maligned aquarium.

The primary strategy was to involve the community in as much as the process as possible, including the design of the project. In order to do that, a massive education effort was needed to help the residents understand the issues involved in environmental cleanup.