The City of Dallas opened Bahama Beach, a Caribbean-themed municipal waterpark, in 2005. Bahama Beach includes a continuous river, large water rain fortress with a tipping bucket, and six water slides of varying heights and thrill levels.
By 2013, management felt that their park theming was becoming dated, so they contracted with a local advertising firm to freshen up their look and re-establish their brand of “Dallas’ Family Waterpark, the place for family fun.” Robin Steinshnider, Bahama Beach’s aquatic services manager, explained that they desired to, “rebrand the waterpark in a way that would maximize and build on the positive aspects of the park while giving it a fresh new look."
The park already had Paco the Parrot, a costumed character mascot, and operators wanted a way to incorporate him into the new look. They worked with the firm to develop a new color palette and graphic elements, as well as a new family of characters to strengthen the brand presentation of Bahama Beach. Management wants a clear waterpark identity reinforced within the park environment by décor elements that serve as an accent to the primary entertainment park attractions.
In addition to updating signage with their new look, Paco the Parrot’s family joined him in representing Bahama Beach, adding another layer representing family-friendly and fun. Bahama Beach has seen a marked improvement in the customer experience and will be implementing the final phase of its signage update this summer season.