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Great Wolf Lodge will bank on experience

By TOM JACKSON
tomjackson@sanduskyregister.com

PERKINS TWP. - Last year, during the critical summer vacation season, Great Wolf Lodge was the only indoor waterpark in the Sandusky area.

This year, Great Wolf's general manager, Derrek Kinzel, is fending off incursions from the north and the south. Cedar Point reacted to Great Wolf by launching Castaway Bay. And the new Kalahari Waterpark and Resort in Huron Township became the area's biggest indoor waterpark when it opened May 20.

Standing amid the woodsy decor of Great Wolf's lobby, Kinzel said he's relying on his troops to fend off his rivals' invasions. The lodge's offerings and decor have been modestly tweaked, but the emphasis has been on making sure the lodge's 300 employees are happy and well-trained, he said.

"Not much has changed," said Kinzel, who was promoted to general manager in January. "Our philosophy is to keep doing what we do. That is to provide the highest level of customer service."

The opening of the two additional indoor waterparks since last summer has turned north-central Ohio into a mini-version of the Wisconsin Dells, which has 18 indoor waterparks and three outdoor waterparks.

All of those attractions can compete and co-exist with one another because they meet a wide variety of budget needs and vacation expectations, said Steve Shattuck, marketing director for the Wisconsin Dells Visitors and Convention Bureau.

"One size does not fit all, when it comes to attractions or lodgings or restaurants," he said.

A waterpark such as Kalahari, which has several different restaurants and many attractions, will appeal to visitors happy to stay in one area, he said. The Kalahari is "kind of like a cruise-like experience, everything under one roof," Shattuck said.

Other waterparks are more of an a la carte experience, attracting visitors who want to venture out to try local restaurants and other attractions, he said.

Variety makes it easier to market Erie County, said Joan Van Offeren, executive director of the Erie County Visitors Bureau.

"Parents and families who choose to go to these destinations each have their own interests, I guess much like we have folks who call that are looking for the least expensive hotel to the top-of-the-line resort," she said.

Kinzel said Great Wolf managers believe that repeat business and good word-of-mouth is key to keeping occupancy rates high. Close to 50 percent of Great Wolf's guests have stayed before, he said.

Great Wolf, 4600 Milan Road, opened in 2001 as Ohio's first indoor waterpark. It has 271 family suites and a 42,000-square-foot indoor entertainment area. Great Wolf doesn't reveal occupancy rates but Kinzel says it has 1,000 to 3,000 guests present at any given time.

The lobby and other public areas of the lodge received new carpeting this year, and the lodge has begun hosting outdoor pool parties featuring a DJ, but it hasn't added any indoor attractions this summer.

Great Wolf's managers are brainstorming expansions and improvements, Kinzel said.

"Right now, we don't feel it's absolutely necessary to expand," Kinzel said.

Instead, Kinzel, the son of Cedar Fair CEO Dick Kinzel, and his managers have launched a series of initiatives aimed at keeping the staff loyal and happy.

July and August are typically the busiest months, Kinzel said. Families linger in the area, visiting Cedar Point and the islands, he said.

Reservations are down a bit so far this June from last June, but are running strong for July, Kinzel said.

"A lot of it has to do with the weather. The momentum for summer hasn't really kicked in yet," he said.

But he concedes that all of the publicity for Kalahari has probably inspired many vacationgoers to give the new waterpark a try.

In the long run, Kalahari and Castaway Bay are likely to help rather than hurt Great Wolf, Kinzel said. The synergy of the marketing programs for the three indoor waterparks will help promote Erie County as a year-round destination, he said.

FunCoast.com is your online guide to summer fun for Cedar Point, the LakeErie Islands and Sandusky area. Our site offers up-to-date information on area attractions, restaurants, hotels, gasoline prices, ferry schedules, swimming, birding and fishing, along with a complete listing of events happening in the Sandusky/Cedar Point area. To use our Webcam and zoom in on Cedar Point's rollercoasters, go to http://funcam.funcoast.com