As more properties see water fun as a strategic fit with the family friendly trend, splash pads and waterparks are popping up at clubs and resorts all over the country.
Waterparks are supposed to thrill us. They wrap our perfectly natural fears of heights, speed and water into one splashy, slippery, two-minute thrill ride that ends by dumping us into a pool of water, disoriented and elated. Immediately, we thrill-seekers—especially the kids—climb onto dry ground, grab a towel, and look for the end of the line, to do it all again.
There is no denying that people of all ages, races, shapes and sizes love to play in water. And so clubs and resorts are responding by spending significant dollars to create or expand existing pool areas and add lazy rivers, two-story slides, a variety of spraying and splashing devices, and even fully enclosed, year-round water fun centers. By enhancing these wet amenities, properties are positioning themselves to attract even more business through the family-friendly trend.
SUMMING IT UP
• Evaluating the types of new water toys you need, and what it takes to run them, can save money in the long run.• Offer water rides, games, teams or parties that families can participate in together. • Hire qualified pool maintenance professionals and lifeguards to maintain the safety of the splashpark area and the equipment. |
Indoors or Out
There was a time, not so long ago, when the idea of a waterpark was confined to the summer months and geographically warmer climates. Often a seasonal operation, these types of facilities would either be shut down for the cooler months, or get transformed into a winter adventure of some sort.
As it became apparent that year-round demand could exist, however, family vacation destinations like Wisconsin Dells, Wis. (now known as the capital of indoor waterparks) saw an explosion of new all-weather facilities. The trend quickly made its way around the country, and as it did, many new and elaborate, stand-alone waterpark theme properties began to expand the resort business by also offering lodging, a variety of dining choices, and affiliations with nearby golf properties—and in the process, started to pose real competition, as appealing “day trip” options, to traditional club operations.
One Wisconsin Dells property, The Wilderness Hotel & Golf Resort, now stands as a particularly striking example of just how far the concept can be stretched. What was once a 78-room hotel, with a tiny indoor waterpark and outdoor pool, has since grown into a 1,054-room resort with three indoor and three outdoor waterparks, plus an impressive array of additional amenities.
Proving that if you’ve seen one waterpark you haven’t seen them all, kids can thoroughly exhaust themselves at all six of the parks offered at The Wilderness without ever going back down the same slide or ride twice. The Wild Waterdome holds an enormous indoor wave pool and is enclosed entirely in windows, to allow year-round tanning. The 70,000-sq. ft. Wild West Waterpark features a five-person raft ride, while guests can float on a lazy river in the 65,000-sq.-ft. Klondike Kavern. The three outdoor parks all have their own distinctive attractions, plus large pools and plenty of lounging space.
For the aquatically disinclined, however, Wilderness also has an 18-hole golf course; lake with boat slips; day spa; dry-play area; and a bevy of restaurants with dishes that will satisfy any age and taste.
“We know everyone is not going to want to play in the water all day, every day,” says Joe Eck, the resort’s Director of Sales and Marketing. “So while the waterparks are the primary draw, the golf course and other amenities offer a nice balance.”
Finding Their Way
Even as it’s grown, however, developers have taken care to make sure no one gets lost in the Wilderness. “Despite its size, guests don’t feel as if they’re in a huge resort,” says Eck. “Everything is tucked into the middle of the woods and laid out so you aren’t overwhelmed by the size of the property. ”
For those who do need transportation assistance, a shuttle boat and bus are available. Three concierge desks are located around the property to help if guests want to ask directions, book tickets, or make reservations. The housekeeping staff is also expected to be a reliable, knowledgeable resource for guests.
To manage activities at the waterparks themselves, a team of lifeguards, hired to ensure guest safety, watch the water and explain how to use rides safely. A separate attendant staff answers questions, distributes towels, wipes down tables, picks up paper, and keeps the waterparks clean.
“We hired a trained, dedicated pool maintenance staff,” says Eck. “Anytime you’re dealing with water, pumps, ventilation, chemicals and the high-tech equipment that maintains all the checks and balances of an operation our size, you need to make sure you have people who know how to handle it all.”
To date, the full range of activities and amenities now offered at the Wilderness, plus its wide assortment of rooms, suites, cabins and condos, has proved in step enough with today’s growing demand for family-friendly activities to yield a 40 percent customer return rate.
“Every year since we opened, if we didn’t build a new waterpark, we added a new attraction to build hype for our guests,” says Eck. “Our goal is to stay at that level and to keep being an innovator.”
The Silver Lining
Who says you have to go to California to surf? At Silver Mountain Resort in Kellogg, Idaho, guests can now surf both snow and waves in the same day at the new 45,000 sq-ft. Silver Rapids indoor waterpark, which opened in May 2008.
Using a wave simulator, the “surfer” actually stands still—but the 20,000 gallons of water rushing below at 35 mph gives the illusion of riding at a pretty fast clip.
“The surf machine is a natural crossover from snowboarding, and it’s been a huge hit,” says Jeff Colburn, the resort’s General Manager. “The surf wave is a skill-based ride, where you will get better each time you try. Beginners usually start out with a boogie board, on their stomach or on their knees, and are competent the first or second time they try.”
The surf simulator—along with a family raft ride/water slide, two enclosed tube slides, a lazy river, a spray deck for toddlers, an activity pool with basketball hoops, a watery obstacle course, and a multilevel play structure with a giant tipping bucket—have transformed Silver Mountain from a primarily winter-based resort destination into an all-season playground.
“In the few months since we opened, we’ve already seen substantial growth in sales,” says Colburn. “The biggest challenge has been in marketing all that we now are.”
Using tags for its television and billboard advertising that proclaim “It’s 84°F year-round here!” and “We’re as big as a football field under a roof” Silver Mountain now looks to draw guests from within a three-hour drive time. “We’re looking to offer ski and swim packages in the near future, too,” says Colburn. Currently, Lodge guests get free admission to the waterpark.
Snow-Globe Effect
The indoor waterpark resort concept has seen tremendous growth over the last several years and has become a popular choice for travelers, particularly across the Midwest.
One particular property, Kalahari Resort in Sandusky, Ohio—spun off from the original Kalahari Resort in Wisconsin Dells—debuted in 2005, and has already undergone two major expansions. The property now features an indoor, 173,000-sq. ft. waterpark, a 77,000-sq. ft. outdoor waterpark, and a 95,000-sq.-ft. convention center. Todd Nelson, who opened the original Kalahari Resort in Wisconsin Dells in 2000, owns both the Dells property and the $110 million development in Sandusky. The company announced plans to build a third Kalahari property, in Fredericksburg, Va., earlier this year.
“When people start realizing the effects of limited sun, it’s a feeling that goes well beyond cabin fever,” says Nelson. “We’re hoping the soothing natural light inside our indoor waterparks can provide a great remedy to help guests get through the long winters.”
Two main characteristics set the Kalahari properties apart from their competition. The first is the distinct African theme, décor, furnishings and artwork. The second is the eco-minded initiatives built into the parks’ operation. Most notably, Kalahari-Wisconsin is home to the state’s largest solar hot water system, using an Entergize Energy Control System to conserve energy. And as part of the 2007 Kalahari-Ohio expansion, that property introduced a Texlon transparent roof system, which works as a natural heating source for the indoor waterpark.
Most recently, Kalahari Resorts introduced the AquaRecycle system, a recycling and filtration system that allows the reuse of 70 percent of laundry water at both properties.
Making a Private Splash
Public theme properties aren’t the only ones cashing in on the waterparks craze; private clubs are also proving that the concept can be successful in more exclusive settings, too.
In addition to the 18-hole Fred Couples signature golf course at Twin Creeks Country Club in Cedar Park, Texas, members can now also enjoy a multi-acre waterpark facility with junior-Olympic and zero-depth-entry pools, interactive fountains and a giant water slide.
“Our waterpark is connected with the family activities center,” explains Lauren Lawhon, the club’s Member Relations Director. This 8,000-sq.-ft. hub for Twin Creeks’ social and recreational events features full-service dining, a weight facility, aerobics studio, golf pro shop, sports lounge, teen game room, Kid’s Corner and men’s and women’s locker rooms. “Anyone who owns property within the Twin Creeks community has access to these facilities 24 hours a day, 7 days a week,” Lawhon says.
Being open 24/7 does create new safety and staffing challenges. Twin Creeks now asks members to sign swim-at-your-own-risk waivers. During in-season months, the clubs has trained lifeguards on duty. Club rules also require that an adult accompany any member under the age of 18 at all times.
“Our goal with the waterpark has been to establish an avenue for members to take advantage of our amenities, while getting to know one another on their own schedule,” says Lawhon. “We now host two big waterpark parties each year with decorations, music, food, drinks and games.”
Testing the Waters
Another private club at the forefront of the waterpark movement has been The Clubs of Kingwood, outside Houston. General Manager Mike Feild reports that the new waterpark features at the ClubCorp property, which include a slide pool, splash pad and 500-ft. lazy river (C&RB, August 2008), all proved popular enough in their first year that the club kept them open on weekends through October, even though the main pool was closed after Labor Day weekend.
As is often the case when at the front end of a trend, Feild did learn some lessons the first time out. “It was a great year,” he says. “But if I had the chance to do it over, I would decrease the size of our splash pad. It’s one of the favorite and most used parts of the park, but we doubled the size of what we needed. And with every new toy, fountain or bucket dump, you have to increase the pumps and the filters that operate those toys, which increases costs exponentially. We could have been as effective if we’d done a pad that was half the size.”
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