the case for creative water: how it helps the bottom …€¦ · major investment, creative water...

WATERPARK DEVELOPMENT & EXPANSION GUIDE WWA 2014-201530

How It Helps the Bottom LineWater :

The Case for

Creative

By Dave Keim

Around the world, from large amusement parks to town parks, cruise ships to resorts, these destinations are proving that add-ing creative water can add to your bottom line. Research has proven time and again that children and teens have a great deal

of influence when it comes to selecting family vacation destinations, and ca-tering to this key demographic through the addition of unique, fun and dif-ferentiating water attractions has proven to be a very effective business mod-el. With careful upfront planning and design, you can create an environment that not only promotes your brand image and appeal of your property, but is designed to generate additional revenue and increase your ROI.

DETERMINING YOUR NEEDS

Successful properties all around the country have recognized the value that creative water can bring to a property as a destination draw and as a revenue generating attraction. Implementing water amenities have a major impact not only on initial sales but on re-sale and rental potential as well. Indoor waterparks in northern latitudes instantly create year-round appeal making their resort a 365-day vacation destination and increase the value of those traditionally non-peak weeks. And by properly positioning food & beverage and retail outlets in and around water features, you can significantly increase on-property spending and revenue generating opportunities.

And while many think the addition of a major waterpark component or the development of interesting and entertaining water features requires a

SECTION 1 DEVELOPMENT AND FINANCE

31WATERPARK DEVELOPMENT & EXPANSION GUIDE WWA 2014-2015

THE CASE FOR CREATIVE WATER: HOW IT HELPS THE BOTTOM LINE SECTION 1

major investment, creative water doesn’t need to break the bank nor does it need to look like the typical commer-cial waterpark.

Careful planning and at-tention to detail is required to ensure that any water amenity project is success-ful. While ‘attractive and exciting’ appeal to clients from a visual perspective, success from the business perspective is of key im-portance when designing the layout of the area. Any creative water project must have a clearly defined busi-ness goal in mind. Many developers begin their re-search by immediately in-vestigating the variety of product offerings available in the marketplace. While ultimately slides, rides and ex-citing attractions are all very important, in the beginning

of the planning process one must first get past the glitz and consider exactly what the investment is expected to accomplish.

INVESTMENT GOALS

Is the goal to increase unit sales and length of stay? Is it to increase off-season rates or introduce families to your property? Or perhaps the goal is to do all the above and then some. Once a clear goal for the project has been determined, the planning and design of your features can begin. So whether your business model calls for the addition of a major water-park or simply adding some interesting water features, the process is the same. Ad-

dress the business first, and then design to reach the goals. Careful planning and attention to detail will result

Careful planning and attention to detail will result in a water environment that fits with and

enhances the look and feel of your property.

WATERPARK DEVELOPMENT & EXPANSION GUIDE WWA 2014-201532


in a water environment that fits with and enhances the look and feel of your property. While waterslides may be a component in many creative water amenities, they do not need to be overwhelm-ing in either cost or visual impact if that is the desired goal. While bright colors, exciting mile high slides and large wave pools may be just the right draw for amuse-ment park crowds, resorts and smaller properties may find water features such as leisure rivers, action rivers, adventure pads, recreating “the ol swimmin’ hole” or including a shallow entry wave lagoon can add tre-mendous value and appeal to the overall look and feel of a resort or timeshare property. And adding specialty fea-tures, such as themed hot tubs, play structures or a surf simulator for the teens can make your property stand apart from the competition.

If we take a look at the resort industry, for example, swimming pools have been a part of timeshare resorts since their inception. Typically a 20’ x 40’ rectangle or

kidney shaped pool with a small wading pool was the standard fare at the ma-jority of resort properties. While this may have fit the bill in the past, today’s mul-tigenerational families are demanding more from their vacation experience. To see evidence of this, take a look at the cruise industry. Noth-ing makes this case more clear than the large num-ber of cruise lines that have added, and continue to add, significant water amenities

to their ships and destination ports-of-call. Combine this with the increasing number of resorts that are including indoor waterparks or major aquatic elements to their amenity mix and it becomes very apparent that water is a key driver of sales and revenues.

Creative water, done right, can deliver the experience your guest’s desire and increase

the appeal and value of your property.


THE EXPERIENCE

Creative water environments are all about creating a fun and memorable experience for your guests. A key compo-nent to achieving that experience, often overlooked in the planning stage, is what we like to call the “background affects.” While not directly related to the water amenity itself, the design, placement and operation of these activi-ties have a direct effect on your guests’ experience and the overall success of your investment. Budget considerations, site selection, utilities, trash collection and removal, park-ing, guest access and flow and a host of other items must be properly planned to insure that your investment in wa-ter accomplishes its goal. Placement of food and beverage outlets, towel pick-up and return, lockers, restrooms and changing areas are critical to maximizing guest experi-ence and revenue.

In today’s ever more competitive market, your guests are demanding more and more for their vacation dollars.

Creative water, done right, can deliver the experience your guest’s desire and increase the appeal and value of your property. When thinking about ways to attract new customers, increase length of stay and bring in additional revenue, creative water deserves to be near the top of your to do list.

As the VP of Sales and Marketing, Dave Keim directs and oversees ADG’s sales and marketing efforts. With more than 20-years’ experience in com-mercial aquatic construction, Keim has been instrumental in developing and directing new construction and renovation projects for hundreds of commercial aquatics facilities worldwide. His clients include numerous hotels and resorts, municipalities, schools, colleges, universities, health care facilities, private developers and the U.S. military. Keim is a gradu-ate of Ball State University with degrees in manufacturing technology and business management. Keim holds commercial swimming pool and recreational facility contractor’s licenses in Florida, California, Nevada and Virginia. Contact him at [email protected] or visit www.aquaticgroup.com

Creative water environments are all about creating a fun and memorable experience for your guests.


•


THE EXPERIENCE

Creative water environments are all about creating a fun and memorable experience for your guests. A key compo-nent to achieving that experience, often overlooked in the planning stage, is what we like to call the “background affects.” While not directly related to the water amenity itself, the design, placement and operation of these activi-ties have a direct effect on your guests’ experience and the overall success of your investment. Budget considerations, site selection, utilities, trash collection and removal, park-ing, guest access and flow and a host of other items must be properly planned to insure that your investment in wa-ter accomplishes its goal. Placement of food and beverage outlets, towel pick-up and return, lockers, restrooms and changing areas are critical to maximizing guest experi-ence and revenue.

In today’s ever more competitive market, your guests are demanding more and more for their vacation dollars.

Creative water, done right, can deliver the experience your guest’s desire and increase the appeal and value of your property. When thinking about ways to attract new customers, increase length of stay and bring in additional revenue, creative water deserves to be near the top of your to do list.

As the VP of Sales and Marketing, Dave Keim directs and oversees ADG’s sales and marketing efforts. With more than 20-years’ experience in com-mercial aquatic construction, Keim has been instrumental in developing and directing new construction and renovation projects for hundreds of commercial aquatics facilities worldwide. His clients include numerous hotels and resorts, municipalities, schools, colleges, universities, health care facilities, private developers and the U.S. military. Keim is a gradu-ate of Ball State University with degrees in manufacturing technology and business management. Keim holds commercial swimming pool and recreational facility contractor’s licenses in Florida, California, Nevada and Virginia. Contact him at [email protected] or visit www.aquaticgroup.com

Creative water environments are all about creating a fun and memorable experience for your guests.


•

WAT E R PA R K W I S D O M

Capacity. Retail. Photo. Cabanas. Food & Beverage.Entertainment Value. #WaterRevenue to see how it all comes together. Don’t let your profits slide. Visit » aquaticgroup.com or call 800-458-WAVE.

If you’re investing in your property, consider an attraction that puts a profit back in your pocket. Waterfronts™ by ADG, keep your guests entertained and open to all the extras you can serve up.

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the case for creative water: how it helps the bottom …€¦ · major investment, creative water...

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