Tie Breaker Family Aquatic Center lowered admission prices for the 2010 season and gave away hundreds of free and discounted tickets. As expected, the splashers, tubers and tanners poured in. So did more than a quarter million dollars in revenue for the City. 

The aquatic center closed out its season last weekend with $4,359 in ticket sales, bringing its grand total to $238,213. Adding in the City’s share of concessions, about $20,000, boosts overall revenue to nearly $260,000. 

The earnings were encouraging both because they tower over last year’s revenue total of $138,830 and exceeded the cost of the water park’s management contract. This year the City will pay Aquatic Management Inc. about $214,000. 

Better still is growing evidence that the water park has won over hundreds of families across the region as a recreation option that fits in the budget.
Angela Gamble spent less than $20 to bring her two children De’Airion, 13, and De’Anna, 7, for the aquatic center’s Labor Day finale. The children had the day off, and wanted to get in one more turn in the Lazy River and spiral slide before packing away their swimsuits. Gamble said her children were one of many local kids to get attached to the water park this summer.

“I’ve noticed a lot more people talking about going to the water park this year,” said Gamble who lives in Hopkinsville.

The attraction averaged more than 650 customers per opening. Consistent crowds pushed the water park’s end-of-year admission totals to 53,337, another record and more than double the previous year’s tally. Single-day attendance records were set repeatedly this summer. 

The latest record of 1,919 on Aug. 28 forced water park manager Katrina Wright to close the gates early.  “They just kept coming,” Wright said.

Division of Parks and Recreation Superintendent Gary McIntyre attributed the soaring popularity to reduced prices and blazing hot weather. Daily admission rates were lowered from $7 to $5 per child and from $9 to $7 per adult. The $2 reduction might seem small, but given families come with 4, 5 or more, the savings multiplies rapidly.
“People perceive Tie Breaker Family Aquatic Center as a real bargain -  a great recreational facility at affordable prices,” McIntyre said.

Regulars got the best deals. Families, who came on Fundaze Mondays, got two admissions for the price of one. Throughout the summer, water park advertisers conducted daily drawings for ticket giveaways on the aquatic center’s Facebook page (which has now collected more than 2,000 links to fans).
Many families found themselves coming so often that they purchased a season pass. It was hard not to when season passes cost just $49 per person. More than 300 of these passes sold leading up to or during the 2010 season.

Along with optimizing prices, the water park improved its appeal with changes to policy. Re-entry charges, which were meant to encourage customers to buy their food from concessions rather than go out to eat, were dropped.

Rather than suffer, onsite food sales doubled. Concessions Manager Ben Armstrong, who works for contractor James E. Bruce Convention Center, said business increased dramatically. He has already determined that next season he will need to hire five more concessions workers in addition to the 15 he already has to sufficiently meet demand.

Armstrong and Wright both hire locally. Of the 35 lifeguards and supporting staff under Wright, all but two live in Christian County. Armstrong says the 50 jobs between them amount to a small factory’s worth of employment.

“When you see how many jobs this creates, you understand what an asset this is,” Armstrong said.
The final piece of the aquatic center’s breakout season was weather made-to-order. Temperatures in July and August repeatedly pushed into the 90s. Couple that with drought conditions and you’ve got lines way out to the parking lot.

“This summer’s heat certainly worked in our favor,” McIntyre said.

The sun prevailed again on the water park’s biggest turnout Aug. 28. The daytime high hit 95 degrees. But more importantly, it was Military Appreciation Day. Soldiers and families got in free and were treated to tokens of gratitude.

Roxanne Thomas, who with fellow Kiwanians gave away handmade dolls to some of the children, said she was amazed by the crowds.
“We were out of dolls in 22 minutes,” Thomas said. “They just kept piling in and piling in.”

Aquatic center officials say Military Appreciation Day will continue to be one of the facility’s contributions to the community. They are eying more events and physical improvements so as to capitalize on the banner season.