ABOUT THE PANELIST

William (Bill) L. Haralson is the principal of William L. Haralson & Associates Inc., which he founded in 1981. The Alto, N.M.-based economics consulting firm specializes in market and financial feasibility studies for waterparks and other types of recreation and entertainment attractions. Since conducting his first water attraction feasibility study, Haralson has conducted nearly 1,000 studies for wave pools, waterparks and hotel/waterpark resorts. Prior to founding WLHA, he worked 10 years for Economics Research Associates. Haralson is a graduate of the University of Missouri.

 

Owner:Rockford Park District

Year opened:1988

Size:43 acres

Retail price of adult 1-day ticket: $22.95

Staff:375-400,peak season

Magic Waters is one of only a few publicly owned waterparks that started out as private ventures. Now operated by the Rockford, Ill., Park District, it includes a number of Hawaiian tropical-themed, family-friendly attractions, including a newly renovated Tiki Island play structure. Within 15 miles, the population is 342,000, but within the 25- to 50-mile band, the population is approximately 2.2 million. The 2010 attendance figure of 210,000 was lower than the peak of more than 250,000, likely because a number of other aquatic attractions have opened in the region. Magic Waters also has an enviable award-winning safety record.