Facing increasing competition from other family amusement and waterparks in the Dallas and Fort Worth, Texas area, the North Richland Hills, Texas waterpark enlisted the help of Toronto-based FORREC, a firm specializing in design and branding for amusement and waterparks, for a re-branding.
According to Stephanie Hee-Johnson, NRH2O admissions and promotions coordinator, the re-branding will include a new generation of characters with their own storylines, sign redesigns, a new website, additional rides, and an overall design refresh.
She cited the need for a more cohesive theme as motivation for the redesign. The waterpark hopes to increase brand visibility and boost attendance, which has stayed between 240,000 to 245,000 visitors in recent years.
Things have certainly changed since NRH2O opened in 1995. In particular, the amount of competition. “When we opened, our main competition was Six Flags and Wet 'n Wild," said Hee-Johnson, “Over the years, other chains have opened up and a lot more municipalities are starting to have their own water facilities.”
NRH2O also is thinking about social media as now being part of the waterpark experience. The more areas people have for photo ops, the more likely your brand will get out there.
“Areas like the wavepool, where a lot of people take pictures, will have more interesting graphics and the new NRH2O logo and characters,” she said.
This is no minor remodel - FORREC alone will cost $80,000 and that doesn’t include summer plans to add a $2.8 million slide complex. Four of the six slides in the complex are slated to be operational by Memorial Day weekend.
The re-branding will happen during the summer and continue into the next few years as more slides and a new entrance are built.
“We know people will appreciate the refresh, but we also know they’ll want us to add new rides,” Hee-Johnson said.
There is no estimate yet on the total cost or timeline for the complete re-brand because new attractions can take time to build.