Like the city of Keller, Texas, itself, The Keller Pointe is on its way. Opened in May 2004, this recreation facility is one of the new amenities of the Fort Worth suburb, which has seen its population explode in the past few decades. (It currently stands at about 40,000.) Along with a new town hall, the city-run Keller Pointe is a shiny reflection of the affluent population, which includes many young families currently flocking to the locale.

Citizens play an important role at The Keller Pointe, and membership pricing reflects the fact that the facility was designed specifically for local families. A yearly resident adult membership is $354, while kids, seniors and families pay less. Nonresident adults pay $450, and monthly and day passes are available to everyone. Residents also are part of the facility’s advisory board.

The 16,970-square-foot aquatics center features two pools, one hot tub, two lazy rivers, three vortex pools, three water slides, and two sets of water-playground equipment, with amenities split evenly between indoor and outdoor spaces.

To ensure the safest possible operation, the staff receives mandatory child abuse prevention training, and aquatic employees must maintain waterpark lifeguard certification, which includes CPR, first aid and AED certification. Drills are performed weekly, in-service training is held bi-weekly, and all workers are given interactive Web training and orientation tool that details The Keller Pointes of Excellence.

Brought online last year, The Keller Pointes of Excellence explains the facility’s mission and culture, Manager Teresa Thomason says.

Being a new complex, The Pointe was bound to run into some problems. But the staff met the challenges with aplomb. When a discoloration appeared on the bottom of the indoor lap pool, it was discovered that plaster work on the bottom had been laid incorrectly.

Replacement costs were split by the architect, contractor and city. Officials had the foresight to replaster the indoor pool in the summer, while the outdoor pool was operational.

The Pointe’s growth runs parallel to Keller’s. Four years ago, the learn-to-swim program consisted of eight sessions in the summer; now 128 lesson times are available. At its inception, the program taught 120 participants; last year, 871 participants took to the water.

Perhaps this successful growth is due to proactive marketing efforts. Program brochures and e-mail blasts go out regularly, and management works closely with the media on coverage of special programs and events. Also, there are ads in the Society Life community magazine and direct-mail campaigns. And Aquatics Supervisor JoLynn Hannes reaches out to youngsters through water safety programs at the schools.

The facility’s aquatic aspects are impressive, but they’re only the tip of the offerings. Fitness, massage, recreational sports activities and wellness programs also are available. — Neal Broverman