CoCo Key Water Resorts is committed to providing average families with an escape from the every day. The Key West-themed indoor waterpark resort brand offers a variety of attractions to meet the needs of a varying guest population.

Amenities at each of the 10 CoCo Key properties include tube slides, body slides, a lazy river, a children’s activity pool with a lily-pad feature, a basketball pool, dive-in movies and an indoor/outdoor hot tub. In addition to waterpark attractions, each facility has an interactive arcade, private party rooms, a full-service bar, and an A&W and Pizza Hut branded snack shop location. 

The facilities fill the need for community-based aquatics programming by providing a safe, clean, fun atmosphere for kids and families to enjoy water activities year ’round.

Each CoCo Key location is associated with an attached hotel and caters to overnight guests and locals, such as community organizations, schools and others.

CoCo Key Water Resorts also provide local jobs and professional training. New this year is a community-based lifeguard training program, in operation at all locations. Candidates who participate in the course receive their first aid, CPR, AED and lifeguarding certifications.

Since launching in 2006, a major goal of the operation has been to provide programs that enhance the surrounding communities of each property. An example of this is the fund-raising opportunities open to civic groups. Nonprofit organizations can pre-purchase discounted tickets, which they then sell locally and receive a portion of the proceeds. CoCo Key also hosts focused events for the Girl Scouts and Boy Scouts of America, offering the youths a chance to earn badges related to aquatics, water safety and conservation, and lifesaving. 

To reach core consumers, the company uses a comprehensive approach. Plans include traditional advertising, grass-roots efforts, special events and partnerships with other area attractions.

One recent example of a successful campaign was the Ultimate Staycation Challenge. People were encouraged to submit essays about their past “staycations” and why they needed to escape to a tropical paradise. The challenge increased awareness for the brand, secured more than 62 million gross media impressions and brought in considerable incremental revenue. It was so successful, CoCo Key followed up with a similar effort.

In addition to targeted strategies to get the message out, attention to customer service has been key in building the CoCo Key brand. To meet the need for positive, friendly employees who are on board with the company vision and values, operators are using social networking such as Facebook, Craigslist and Twitter, as well as traditional mediums for placing job ads.

The staff is trained through a focused program that includes classroom and hands-on training with a manager to ensure that each associate is comfortable in their job and has the tools necessary to provide great experiences for guests.


JUDGE’S COMMENT

“They are growing. Currently they have 10 locations, and will be expanding to 11 by 2010. They are family-oriented, and include a wide variety of recreational water activities that appeal to all ages. Another plus: They are involved in the community.”

AMENITIES

Tube slides, body slides, lazy river, interactive play structure, water basketball, activity pool with projection screen theater for dive-in movies, and an indoor/outdoor hot tub.

PROGRAMMING

Birthday party/event packages, day guest packages and overnight packages.