Waterparks freshen for repeat business

Sunday, 14 May 2006

By BRANDI BARHITE
brandibarhite@sanduskyregister.com

SANDUSKY - Indoor waterparks are giving guests a reason to return. But unlike amusement parks, the reason need not be new every year.

"I wouldn't say they have to introduce something new every year, but it wouldn't hurt," said Aleatha Ezra, spokeswoman for the World Waterpark Association, Overland Park, Kan. "It doesn't have to be a new ride, but a new supplier chain, for instance. One indoor waterpark brought in Starbucks and has seen success."

As outdoor waterparks spring up across the nation, the novelty of year-round summer fun inside a hotel is no longer an edge.

Ezra estimates there will be 200 indoor waterparks in the United States by the end of 2006; about 160 already exist. The market took off in 2002, she said.


Access by water is pushed as a selling point by Cedar Point's Castaway Bay waterpark-hotel complex. As with other tourist businesses, repeat business is key and waterpark resorts look for ways to offer something new every year to bring people back. Register photo/JASON WERLING
The Sandusky area is home to three indoor waterparks with a fourth on the way. Three more indoor waterparks are slated to open in other parts of Ohio later this year.

"We are constantly going in to make sure the facilities are well maintained -- adding a lot of little things -- dueling slides, a rock climbing wall. Sandusky, every year, has had something new added to the waterpark," said Kim Schaefer, chief operating officer for Great Wolf Resorts.

In November, the company's ninth indoor waterpark, Great Wolf Lodge at Paramount's Kings Island, near Cincinnati, will open.

"People tend to try new attractions and new places, but we feel very confident in the whole experience (we offer) and so they do come back," Schaefer said.

But adding a large new indoor attraction isn't as easy as it might be for those working to freshen up outdoor parks.

It's reasonable for an indoor waterpark to aim to add something big, like a new water ride, every couple of seasons, Ezra said. In between, introduce special discounts or a new food.

"This is something we have from learned from indoor waterparks in Europe, who have been doing this for a long time," she said.

With the limited space, they've been taking out a ride and putting in something different, even if guests still like the other ride, she said.

Cedar Point spokesman Bryan Edwards doesn't know if indoor waterparks can do something new every year.


Cedar Point's Castaway Bay waterpark resort has renovated and redecorated its rooms, in one of the first major changes since the hotel part of the complex was built in the late 1980s as a Radisson. Register photo/JASON WERLING
Castaway Bay opened in November 2004 with marked success. But the Cedar Point resort is not attracting as many guests in its second year.

The opening last May of Kalahari Waterpark Resort in Huron Township, as well as Castaway Bay's successful inaugural year in 2005 -- which exceeded expectations -- are reasons.

Castaway Bay made nearly $2 million in improvements to the resort this year. The rooms, hallways and restrooms were upgraded with new wallpaper covering, carpet, artwork and better lighting.

Assistant General Manager John Kennedy said guests wanted updated rooms. The former Radisson rooms looked dated, he said.

"They love it," Kennedy said. "They can't believe the difference."

Even with the added competition, Edwards said Castaway Bay will continue to be an affordable winter getaway.

"We expected good, but got great the first year," Edwards said. "It's not that Castaway Bay is losing money, it's just not making as much." Cedar Point doesn't release specific figures.

Bill Haralson, Texas-based attraction consultant, said it's not about keeping it new and fresh, although when parks get up there in years it is something worth considering.

"I tell all my clients the same thing," Haralson said. "An indoor waterpark will get you 40-45 percent occupancy -- your market goes away when school goes into session.

"From Day 1, they have to be in the hotel business, group business and corporate travel," he said. "Any hotel that depends on the indoor waterpark to get them over the hump, will be disappointed."

Haralson said Kalahari Resorts understands about not relying on the indoor waterpark component.

"We like to say the resort is constantly evolving," said Kalahari spokeswoman Carrie Leum.

Kalahari will open its outdoor waterpark May 26. A convention center is also under construction.

"People want to see change and excitement, but they also want quality," Leum said.

Ohio indoor waterparks

Castaway Bay at Cedar Point, Sandusky

Fort Rapids Waterpark Resort, Columbus (opening May)

Great Wolf Lodge, Sandusky

Kalahari, Sandusky

Great Wolf Lodge at Kings Island, Mason (opening November)

Cherry Valley Lodge and Waterpark, Newark (opening TBA)

-- Source: IndoorWaterparks.net

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