Funworld June 2008

All in the Details

by Christina MacDonald

Waterparks discuss best practices and trends in locker design, lounge chairs, and souvenirs

WITH ALL OF THE TOP-NOTCH AND TECH-SAVVY AMENITIES AT TODAY’S WATERPARKS, from soaring flume slides to waterfall-laden pools flanked by coral coves and grottos, it’s not surprising new innovations in lockers, lounge chairs, and souvenirs often go unnoticed.

As waterpark staples that date back to Day 1, these three elements are crucial to the guest experience—and manufacturers have certainly kept up with the times. From lockers equipped with cutting-edge, electronic RFID (Radio Frequency Identification) technology to luxurious lounge chairs for VIP cabanas, to Big Squirt water toys, which can be filled up at stations throughout the park—these classic amenities serve to enhance your guests’ visit and your park’s image.

Lockers
While many waterparks are still using coin-op or keyed locker systems, RFID has taken the industry by storm. The RFID technology, which allows guests to access their lockers with a wristband, has negated the need for locker keys and all the potential problems that come with them. Situations including lost keys, keys puncturing inner tubes, or keys scratching the water slides are just a few of the reasons why several large waterparks have decided to implement this new system.

Six Flags White Water in Marietta, Georgia, is just one of the waterparks that has decided to undergo the extremely expensive switch to RFID. “Earlier this year, we partnered with Smarte Carte Incorporated, which has allowed us to completely redesign our locker locations,” says Six Flags White Water Park Director Trevor Leonard. “Our new locker system uses RFID technology, which allows guests to use their wristbands to get in and out of their locker. Computerized management functions monitor locker activity, maximize security, and significantly reduce locker maintenance and labor costs. Sensors in the locker detect contents, ensuring that a locker will not be reissued unless it is empty. The RFID wristband definitely makes it a better experience for our guests. Prior to using the wristbands, guests had to worry about keeping up with a key all day long.”

Having provided the industry with RFID technology for more than 10 years, Smarte Carte offers three different size lockers, and a color-coded wristband is assigned to each. It also offers on-site and off-site service. Furthermore, decals can be added to locker doors in alternating colors to achieve a themed effect.

Josef Haas, chief operating officer of Kalahari Resort, plans to implement RFID technology in his new project: Kalahari Resort Waterpark & Convention Center in Fredericksburg, Virginia, which is scheduled to open in 2010.

“This new technology is as user-friendly as it can be,” says Haas. “It offers guests incomparable accessibility to the things they need at your park throughout the day, and is a perfect example of tomorrow’s technology.”

However, according to Rick Kelly, vice president of sales for American Locker Company in Grapevine, Texas, there are many factors to consider before choosing to go electronic. “RFID is still in its infancy,” he says. “If a park chooses to go with this system it needs to tear out all of its existing lockers and start from scratch. Plus, RFID is three to four times more expensive than a normal key or coin-op locker system.”

Kelly also notes the importance of choosing the appropriate RFID software, mentioning that if the software is not well written, parks will experience problems.

“With any electronic solution, new technology is going to be introduced, which will replace the last one,” says Kelly. “The beauty of a coin-operated locker is if there is an issue, you simply remove the cylinder and replace it with another.”

For keyed lockers, Kelly mentions that American Locker Company has more than 16 million combinations, making breaking into one almost impossible. He also says small locker systems, which are two feet tall, one and a half feet wide, and eight inches deep, are perfect for waterparks, as guests usually come ready to go, and only require a locker big enough to store their keys and wallet.

Great Wolf Resorts and Blue Harbor Resort use keyed locks with keys available from retail outlets located nearby. The lockers are centrally located, grouped near entrances, near locker rooms and with high visibility allowing for convenient guest access.

“The extra-large lockers we offer our guests are a valuable amenity, and provide convenient access and security,” says Greg Buse, corporate director of purchasing for Great Wolf Resorts Inc.

Lounge Chairs
Comfortable lounge chairs and proper shading equipment make a big impact on the guest experience. Thus, several parks are replacing old chairs with new and improved loungers that offer comfort and style. With thousands of chairs to choose from, loungers that are lightweight, quick to dry, and practical seem to be the most popular request.

“Sun loungers have stayed the same throughout the years,” says Chris Perry, general manager of Wild Wadi Water Park in Dubai. “However, guests have become more demanding. You’re beginning to see many parks upgrade their old “strap” sun loungers for a higher-quality sun lounger,” he says. “Park operators need to look for what suits their facility and their clientele the best. Sun loungers need to be practical and easy to clean. If you are a facility that has to move things around frequently, you would want to ensure you have some light-weight sun loungers that are easy to move.”

Six Flags White Water currently uses Syroco lounge chairs, made of molded plastic, as opposed to the aluminum and nylon strapped chairs of the past. According to Leonard, the Syroco chair is lighter, shows less wear and tear, and is substantially cheaper than the aluminum frame and nylon strapped versions. “We considered how easy it was to stack and move the chairs given the necessary cleaning of the cement beneath,” says Leonard. “We balanced length of life to cost. While the older aluminum nylon chairs may last longer, the cost of the molded plastic far outweighs the longevity issue. We have also found that cleaning the hard plastic Syroco style chairs is far easier than the nylon straps— they absorb less suntan lotion and discolor less than the straps tend to. Finally, our guests seem to gravitate more to the Syroco chairs than the few remaining nylon strapped ones for comfort reasons.”

However, some waterparks are taking luxury to the extreme by sprinkling their facilities with cabanas, which include cushion-laden chairs, higher-end beach towels, safes, and refrigerators for an extra cost averaging around $150 per day during the weekend.

Todd Cox, general manager of Splash Kingdom Waterpark in Canton, Texas, notes that at Splash Kingdom cabanas feature white sand, ceiling fans, and plush couches, while their sail shade flat pavilions can hold up to 75 people and rent for $85 apiece.

President of Lynkris Patio Furniture in Sparta, Wisconsin, Bruce Lynkris notes the importance of all-around comfort paired with innovative furniture and finishes.

“I’m constantly looking at other products to see how I can improve upon our products,” says Lynkris. “Some parks love kid-sized loungers so we’ve been doing a lot of those, while other parks may be looking for an out-of-the-box finish for their lounge chairs like bronze to match their rustic theme.”

Souvenirs
When not waiting in lines or riding the slides, chances are a good percentage of customers are browsing through retail shops. To ensure they leave with a bag full of merchandise, offer them innovative souvenirs that are unique to your park and can be used during their visit.

Cox relays that one of his best-selling souvenirs is T-shirts, which depict the park’s different attractions. For instance, one T-shirt features an image of the park’s “Royal Flush” waterslide, complete with swirling water and a message of: “for strong swimmers only.” Splash Kingdom also prints its logo on the Big Squirt water toys (which can be filled at a Big Squirt station at the park), disposable waterproof cameras, and large lollipops.

“This is the type of merchandise that your guests will use time and time again when they are not at your park,” says Cox. “Therefore, they are a walking advertisement for your business.”

Perry agrees: “Branding is extremely important. Guests buy souvenirs to share with their friends and family, and to take the memory of their experience away with them. The souvenir can be taken anywhere in the world, which promotes not only your brand, but also the city and country it came from.”

Thus, popular souvenirs at Wild Wadi include a branded rash vest (available in all sizes, even for infants) and cuddly camel plush toys, which are representative of the region.

Kalahari Resorts also themes its souvenirs and seven retail shops to the venue’s African aesthetic. Its elephant mascot Kenya greets guests daily for photo ops providing a branded photo memento. Haas says his best-selling souvenir is the 48-ounce giant margarita glass, which he moves a whopping 30,000 of per year. Haas notes many customers buy up to five glasses, which they take home to their friends.

And while branded goods are a top seller at most parks, ValerieMcGee, vice president of merchandising for Great Wolf Resorts, says interactive souvenirs do extremely well.

“Our ‘MagiQuest’ retail and Jibbitz Workshop are very successful as they appeal to children and offer a fun experience,” says McGee. “‘MagiQuest’ is the first live-action game of its kind in the resort industry through an exclusive partnership with game developer Creative Kingdoms, LLC. Children also enjoy the Jibbitz Workshop, where they can custom build their own Croc shoes.”