Sunday, June 22, 2025

Splashing aloud!

How two Paramount Parks got people “shouting” about their new Boomerang Bay waterparks

by Martin Palicki

Gaining the attention of the media gen- erally has not been terribly difficult in this industry. New rides and attractions are inherently exciting. But how can you get people to really start talking about your new product? How can you capture their attention and really create some buzz? Developing a successful premiere is certainly key to the overall success of the addition. Two Paramount Parks, King’s Island and Great America, caught the wave this year and unveiled new Boomerang Bay water parks. Despite similar theming and design, the execution was quite different, and the methods the parks used to premiere the new attractions were rather different.

Great America’s waterpark opened first, in the space formerly occupied by the Stealth coaster. Though some elements of the old ride are still visible, and the loading plat- form has been surreptitiously adopted as queue for the new slides, the bright colors and shooting waterspouts capture Guests’ attention quickly and entice them into the splash zone. The water elements are roughly divided into three areas. The first, Kookaburra Cay, is a small, flat toddler playing area. Jackaroo Landing is largely geared for young children, and includes a complex structure of body slides, play ele- ments and the area’s signature dump bucket which routinely empties gallons upon gal- lons of water upon anxious guests. The fi- nal area consists of one family raft slide and two individual raft slides. With Northern California’s more moderate temperatures, the concept was to offer a way for the whole family to experience the waterpark without the requirement of a bathing suit.

Maureen Boothe, of Paramountʼs Kingʼs Island, “premieres” the new Coolangata Racer. Photo: Bill St Yves.

King’s Island’s park included a re-branding and re-theming of their current waterpark attractions, but also added in four new elements. Unlike their sister Boomerang Bay, this waterpark, though not gated separately, certainly feels like its own entity, slightly separated from the rest of the park, and at 15 acres worthy of being its own day’s out- ing. The centerpieces of the new waterpark included the Coolangotta Racer, a unique racing slide, and the Tasmanian Typhoon, a group rafting adventure that hurtles Guests through a dark tunnel and into a tipped funnel, rocking them back and forth before the final splashdown. The park also spruced up its current water attractions by adding rentable cabanas around its wave pool, providing free tube rental, complimentary bottled water and food and drink service.

Teasing

Though the two additions were developed by the same corporate body, the job of creating excitement for the parks fell to the local public relations department. While the official openings happened in May of 2004, Maureen Boothe, Public Relations Representative at Paramount’s King’s Island learned about the changes the previous August. This allowed for plenty of time to start building interest in the new product.

“We started off with a teaser campaign,” Boothe explains, “saying ‘Water Works is not as you know it; it’s gone forever.’” Animations on television and still photos featuring the Crocodile Dundee tie-in were started at the end of the 2003 season. The park wanted to highlight the family-friendly atmosphere and photos of children and adults alike having fun started appearing.

Holly Perez, of Paramountʼs Great America,“premieres” splash time at Jackaroo Landing

“We asked our Guests what they wanted through email and exit surveys, and we heard that they wanted to be able to take a ‘vacation away’ without having to go far.” Thus, the expansion was planned to include resort-like qualities such as the cabana ser- vice to appeal to their target markets in Indiana, Virginia and Ohio. The key, then, was after identifying the objectives, to develop an actionable plan of activities and events to support that overall goal.

Going away party

Holly Perez, Paramount’s Great America’s Public Relations Representative, had a different challenge. The addition of the water- park necessitated the removal of a popular ride (The Stealth coaster), which she feared might draw public criticism.

“We handled it by announcing Stealth was leaving in August,” said Perez, “allowing Guests time to come back and ride it one more time before the season was over.” That advance notice helped ease frustrations with the decision.

“Loyal guests still emailed us, and it is important to always try to respond to their inquires. We explained that our park is landlocked, and that we have to take out old rides in order to bring in exciting new attractions.”

Boothe agrees, saying “the focus should be on what’s bigger and better about the changes. Sometimes it’s just time for something new.”

Media frenzy

Obviously, the local and national media can be your best friend when premiering a new attraction, but trying to capture the buzz and thrill of new water attractions during the cold winter months can be met with a downright chilly reception. King’s Island began offering construction tours for the media, taking them into the center of the off-season action. The resulting print and television coverage kept the thoughts of warm summer evenings at the front of many locals minds, and the “behind-the-scenes” footage appealed to both park enthusiasts and traditional locals, who often find it intriguing what happens inside the parks while closed.

Crocodile Dundeeʼs Boomerang Bayʼs colorful architecture fits in well with its family-friendly theme.

Both parks spent time and money devel- oping their media day. This “premiere” event can be crucial to the ultimate success of an attraction.

“It is critical to get the word out there,” Perez explains, “We need to let people know what’s going on.”

Boothe describes it as the “first opportu- nity to showcase the whole thing in opera- tion, allowing the media and Guests to try things. We actually encouraged our friends in the media to bring their family to me- dia day as well, to help them capture first- hand the fun environment we had created.” Both media days included interviews with a Crocodile Dundee look-alike and plenty of chances to try all the new amenities. Ul- timately, however, glitz and glamour will only get you so far.

“We have to work hard to maintain re- lationships with the media,” according to Perez, “and be receptive to their needs and schedules.”

Use your friends

In premiering a new attraction, it is important to utilize all your resources, even though they might not seem a perfect match. Every park has access to three groups that are proven supporters of your park and can help make a premiere an even bigger success: Season Pass Holders, employees and park enthusiasts. In addition to the media preview, King’s Island offered an exclusive weekend to season pass holders, allowing them to become word-of-mouth advertisers for the new waterpark.

“In premiering a new attraction, it is important to utilize all your resources, even though they might not seem a perfect match.”

Both parks hosted employee after-hours events, giving them special access to the new attractions, and encouraged departments to make use of the new facilities by hosting luaus or barbeques.

Great America also used the American Coaster Enthusiast (ACE) organization to promote the new changes, even though a new coaster was not part of the package.

“We have a loyal fan base in ACE members, and we like to keep them informed.” Though the information they send out has to be regulated, Perez continues, “We really appreciate their help in getting the word out.”

Internet

Sharing information has become exponentially easier through use of the internet, but is it always a good idea to show your full hand?

“We used secrecy in our initial teaser campaign,” says Boothe. “Too much secrecy can create skepticism, but a little bit makes it fun.” A little bit of secrecy also opens up the door for internet rumors.

“Honestly,” starts Boothe, “a little scuttlebutt is good. [By monitoring the rumors] we get some feedback that helps.”

Once it is time to unveil everything, how- ever, an informative website is a must! Providing access to fact sheets, concept sketches, and even computer animations allows your various assets (media, enthusiasts, season pass holders, and employees) to more effectively help generate excitement for your new attraction.

Ultimately, both properties were successful in premiering their new waterparks. Great America even announced plans to triple the size of their park in 2005, to more closely match the offerings at King’s Island. The success was in no doubt due in part to a great premiere process.

“In developing everything,” according to Perez, “I tried to relate it to me, to pertain it to myself. I relate the product to people and try to sell the overall feeling that goes along with the experience.”

Boothe also succinctly sums it up. “The relationships we build are what’s most important. Through our Guests, season pass holders, and our friends in the media, we build relationships and, in turn, generate excitement.”

Martin Palicki
Martin Palicki owns and publishes InPark Magazine. Started in 2004, InPark Magazine provides owners and operators the perspective from "in"side the "park." Martin has also written for publications like Sound & Communications, Lighting & Sound America, Attractions Management and others. Martin has been featured in Time Magazine, CNN.com and Folio. Martin lives in Milwaukee, Wisconsin, USA.

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