Marketing Masters

Nicholas Nelson

Joy Mikkelson

Abigail Weller

Tanya Stillwell

Stephanie Tebbe

Danielle Wahl

Running Rivers Water Park &

Retreat

•Positioning Statement:• Running River Water Park & Retreat provides children and their families an unforgettable indoor and outdoor swimming adventure. Our water park offers a unique swimming experience by providing a variety of waterslides for all ages, a lazy river, an indoor wave pool, and a spa for the adults.

• Tag Line:• Where water and wild come together

Positioning Statement

• Entertainment:• Multiple waterslides, lazy river, adult and kiddie pools, and a spa.

• Retail:• Retail and shopping plazas and village squares where people can

gather and socialize within a few miles.

• Residential:• Once we create an attractive destination for visitors, there will be

demand for people who want to live there. You can add single-family homes that are wholly-owned by permanent residents or you can add villas and condos that are fractionally-owned and may be placed by the resort.

• Office:• Once we create a place where people can meet, recreate, shop

and find entertainment, wouldn’t it be great to work there?

How retail mix creates desired value offer & shopping experience:

Assortment Plan

• Spa:• Massage beds, whirlpools, & sauna

• Waterpark Indoors:• Kiddie area, 2 kiddie slides, adult area, 5

medium to large slides, lazy river, & hot tubs

• Waterpark Outdoors:• 3 large slides, kiddie area, adult area

• Snack Bar:• Pizza, slushies, hotdogs, pop, chips, & ice cream

West Fargo (2012) • Population: 27,478• Age: 32.6 years (median)• Population between 25-34 years: 18%• Population ages 14 and under: 23%

• Income (2011): $65,103 (median)

• Household makeup: • Family households - 49.3% • With children under 18 years – 29.9%

• Median house/condo value: $154,452• Average rent: $653

Location

Location

Location

Daily Traffic

• Veterans’ Blvd: 11,655

• Interstate 94: 2,690

+ Indoor Lazy River

Store Layout

• Waterpark • Bright lighting• Color palate

• Blues, reds and yellows

• Indoor and Outdoor• Lazy river indoor

• Theme: • Underwater adventure

Store Layout

• Spa• Dimmer lighting• Color palate

• Whites, tans, and other faded palettes

• Relaxing environment• Calm music• Aroma therapeutic and

natural scents

• Modern design

Store Layout

President

Vice President of

Finance

Accounting and

Records

Accounting Team

Vice President of Marketing

Director of Public &

Consumer Relations

Marketing and

Advertising Team

Vice President of

Human Resources

Director of Hiring and Employme

nt

Employee Manageme

nt Team

Director of Operations

Director of Safety

Life Guard and Safety

Team

Director of Park

Maintenance

Pool Maintenanc

e Team

SPA Maintenanc

e Team

Director of Engineerin

g

Engineering Team

Organizational Structure

Pay Levels

President- $250,000

Vice Presidents- $115,000

Managers- $ 75,000

Team Members - $55,000-20,000

Activity Options Days Price

Waterpark Only Monday - Thursday

$18

Waterpark Only Friday - Sunday $20

Spa Only Daily $25

Waterpark & Spa Combo Monday - Thursday

$35

Waterpark & Spa Combo Friday - Sunday $40

Observation Only Daily $10

• High/Low Pricing Strategy

Pricing

• Entrance Restrictions:

• Spa– Must be at least 16 years old

• Observation – Must be the caregiver of a child

• Birthday Party Package: $200

• Includes 15 waterpark passes, reserved poolside

tables, 2 large pizzas, 12 in. cake, 3 pitchers of pop

• Group specials: 12+ individuals fee is only $12

• Seasonal passes: $250 fee & unlimited 3 month access

• Winter Pass: December – February

• Summer Pass: June – August

• Coupons: $5 off general admission

• Rewards Program for loyal customers

• Student Discounts

Price Discounts & Special Offers

• Billboards• Interstate 94 & 29

• Flyers• Hotels, Fargo tourist center,

West Acres• Commercials • Social Media• Facebook

Advertising Communications

• Pulsing Advertising

Schedule

• Use a percentage of future

sales advertising budget

• 8-10% of future sales

• Newspaper coupons

• E-club promotions

• Fargo Chamber coupon

book

Budget Sales Promotions

Advertising Communications

Customer Relationship Management (CRM)

ProgramRewards Program Star Card

1 Star per Visit 10 Stars = One

Free Pass to the Waterpark

• Seasonal Pass• 5 free guest passes and 5 stars towards their

rewards• Also receives 2 stars when the guest uses their pass

• Birthday Party Bookings • Free cake, 2 large pizzas and 3 large pitchers of pop• 15 Additional Stars towards their Star Card

Customer Relationship Management (CRM)

Program

Basic Facilities: Services: Other Features:

On Site Parking Towel Services Café and Spa

Restrooms / Locker Rooms

Lifeguards on Duty Tables and chairs for eating

Lounge Chairs by indoor pools

Special Birthday Party Rooms

Lounge Chairs and umbrellas by outdoor pools

Birthday Party Packages and Party

Favor Options

Both indoor and outdoor sections of

the waterpark

Customer Services

Physical Services offered to guests:

• Pass Purchasing Options • Seasonal Passes• Group Rate/ Birthday Party Rates• Reduced Cost for Observers • Student Discounts

• Accept all major credit cards

Customer Services

Any Questions?