By Sherri Ramaker

The 28th Annual World Waterpark Association (WWA) Symposium & Trade Show was held at the MGM Grand in Las Vegas October 26-30, 2008. According to WWA, this year was a record-setter in terms of attracting sponsorships. The trade show floor was sold out with some 235 exhibit booths. The 100+ speakers took up many varied topics at the more than 50 educational sessions, including Crisis Communications Workshop, Waterpark Energy Efficiency, and “Tax Planning for Waterparks.”

At the well-attended opening session, WWA Chair Franceen Gonzales, VP of Risk Management at Great Wolf Resorts, outlined the finer points of the WWA strategic plan. Rick Root, association president then unveiled a new, “Be Water Aware” campaign that includes public service announcements by Olympians.  2008 Olympians Eric Shanteau, Jason Lezak and Brendan Hansen were on hand to spread that message in person.  A standing ovation greeted them and their brief words focused on their experiences in Beijing and what the sport of swimming has meant to these otherwise normal guys. They showed great patience while posing for pictures with all those who wished.

I was so giddy it was embarrassing, but I quickly realized all the professionals around me were just as excited. Meeting the Olympians had a special appeal for me because my own seven-year-old boy watched swimming in the Olympics this year with incredible interest and is now taking swim lessons in hopes of making the local swim team next year. He insisted I buy him a swim cap so he could be faster and he stands in front of the mirror admiring his long, lean torso and declares he has a “body built for speed.” He’s become a maniac about the sport and still is even though summer is long gone.
The success of this year’s WWA show underscores the current high level of interest in waterpark development and the broadening of the waterpark business model. Waterparks have been opening up new revenue streams for amusement parks, franchise hotels, city developments, retail establishments and more.

Here is a diverse sampling of who and what I discovered at WWA this year:

American Wave Machine generated so much traffic at their booth I had a hard time getting a chance to greet the owners Bruce and Marie McFarland. The crowd was always centered around their scaled-down interactive wave machine. Famed surfer Elijah Mack demonstrated the finer points of holding a tiny plastic surfer dude so it can ride the waves – as a Wisconsinite, it was the closest I have ever been to experiencing the real thing. This progressive company is a finalist for a “Most Innovative New Product” award presented by a development program for high technology in San Diego, CA (connect.org). This is the first time ever that an amusement-related company has become a finalist and they are very excited about the possibilities that will open up to them if they win. (Winners will be announced December 12.)

Zebec, manufacturer of inflatable rafts, inner tubes and other waterpark accessories, has been exhibiting at WWA’s trade show since 1994 and has seen a lot of growth in the industry in that time. This year, Zebec’s President Ed Snyder and Vice Presidents Scott and Craig Snyder were awarded with the WWA Industry Leadership Award for setting an exceptional standard over the years. They’ve recently expanded into a new 12-acre, 65,000 sq. ft. facility. This new space allows them to inventory all year long and provides room for new machinery to increase production capacity. They released a few new products at WWA this year: Inflatable barriers are 12” diameter tubes and about 30 ft. long (or however long needed), for inside a pool or alongside the run-out of a pool. They provide a barrier that separates riders, allowing for safer rides and faster rider turnaround. In a perfect example of how this industry works so closely together, Zebec also unveiled a new vehicle/tube for Whitewater West’s Boomerango™. They reinforced the tube and gave it a heavy duty floor to support the riders better on the heavy-duty ride. Also, they displayed their bridge and play netting for the first time.

Precision Dynamics Corporation was a recipient of WWA’s 2008 Industry Innovation Award for creativity in new themes and new ideas in water leisure at the show.  This display was the first reveal of a solution to a problem that had been an inconvenience and hassle to those in the industry. Thousands of guest wristbands are applied at venues yearly by removing a tab that exposes an adhesive to secure the band around the wrist. The discarded adhesive liner tabs fall to the floor creating excess litter and waste. Precision Dynamics Corporation (PDC) introduced an innovative and cleaner solution with the launch of Tytan Tabless™ Tyvek® Wristbands, which eliminate the mess of liner tabs. They got astounding feedback from clients at the show, with many declarations of, “This is exactly what we were looking for!”

Enjoying Dippin’ Dots is practically mandatory when visiting a waterpark and the company has been a fundamental part of the WWA show floor for about 15 years. “We've always valued the waterpark market,” says Terry Reeves, Communications Director. “It's a natural fit ... warm weather, fun location, and ice cream. Plus, the waterpark operators are a great group to work with.” Dippin' Dots is expanding their product offering by making special new desserts. “It’s really easy to make a Dippin’ Dots sundae or a float. We hope locations that have the resources and space will give them a try,” says Reeves. Dots ‘n Cream, a new product, will be available to parks in 2009 in snack-sized cartons.

Iconica, formerly PLANNING Design Build, has been a regular featured speaker at WWA conferences. This year, Greg Callin and Tom Pienkta were excited to unveil a new name and logo to better reflect the vast amount of “True Design-Build” they do. Iconica is considered a pioneer in the resort waterpark industry, providing complete in-house architectural, interior design, structural, plumbing, mechanical and electrical engineering and general contracting services. Recent projects include KeyLime Cove Indoor Waterpark Resort in Gurnee, IL which opened in 2008. This tropical paradise is 65,000-square-feet of fun, along with a 414-room hotel, with six dining options, arcade, spa and retail shops.

The waterpark industry is all about the business of having fun, so it’s not surprising that there is plenty of time to socialize at the show, such as the annual golf tournament, which was held this year at the Legacy Golf Club, a reception at MGM’s famed Wet Republic pool, and the Reunion Party at Studio 54. It being near Halloween (and Las Vegas!) the entertainment at this party included some revealing costumes and theming that attendees won’t soon forget. The Goodbye Brunch is always a relaxing way to say farewell to friends and the poolside at the MGM was a superb setting for it.

It’s all about networking. The more years I spend in this industry, the more I realize that the people who work in the waterpark sector of the amusement entertainment business are amazing networkers and know who (and what) it takes to pull a project together. The community that WWA fosters is smart, focused and continues to embrace the success found in the industry and for its members. 

What will they do to top 2008’s show? Well, the first thing to do is hold it at Disney’s Coronado Springs Resort in Orlando. Watch for details at waterparks.org.

See also:
Waterparks: Noah's Ark and the Big Flood (of 2008)
Executive Q&A - Jamie Skowronski: Design firm specialises in waterparks
Waterparks : Great Wolf Lodge receives Canada's Top New Business of the Year award
Follow the Industry's Hottest Trend - Waterpark Resorts