Theme parks vie for attention.(The Orlando Sentinel)

ORLANDO, Fla. _ Orlando's three major theme parks vied for the public's attention Monday, offering discounts for local residents, free admission for the nation's police and firefighters, and a visit from Gov. Jeb Bush.

Walt Disney World opened its 100 Years of Magic celebration with new parades in each of its four theme parks. It also marked the occasion with a special annual pass for Florida residents that adds 100 days to the normal 12-month ticket.

SeaWorld's parent, Anheuser-Busch Cos., announced free admission to its six U.S. theme parks for the nation's 1.1 million police officers, 600,000 firefighters and 175,000 emergency medical workers _ and their immediate families _ starting Friday and continuing through Dec. 31.

"We wanted to do something to honor America's heroes. This seemed like the right thing," said Kraig Kasen, general manager of SeaWorld in Orlando.

Although the offer could become expensive, Krasen said the St. Louis-based company wanted to go beyond honoring only those directly involved in the rescue efforts in New York and Washington. "We think it's a great time to pay back people locally who do so much for the community."

The Anheuser-Busch offer is good every day at its SeaWorlds in Orlando and San Diego and at Busch Gardens in Tampa, Fla. The other parks _ SeaWorld in San Antonio, Texas; Busch Gardens in Williamsburg, Va.; and Sesame Place near Philadelphia _ are operating on seasonal schedules and are offering the free admission on weekends only.

At Universal Studios, which has already offered discount passes, Gov. Bush videotaped two public service announcements in which he appeals to Florida residents to take vacations within their home state.