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Point Mallard attracting visitors: Unofficial numbers put season's revenue at $1.76 million
(The Decatur Daily (AL) Via Acquire Media NewsEdge) Oct. 12--1972 -- the year of the first installment of "The Godfather" and the return to television of "The Price is Right" -- also ushered in the first full season of Point Mallard's aquatic center.
In its inaugural year, the water park generated $254,171 in revenue.
On May 24, the J. Gilmer Blackburn Aquatic Center opened for the 2008 season in search of a sixth straight season of record-breaking revenue. From 2002 to 2007, the water park's revenue increased from $1.1 million to $1.6 million.
Preparations for the six-peat began Sept. 4, 2007, a day after the 2007 season ended. Strategy
Reaching the goal rested with Parks and Recreation Director Jeff Dunlap and marketing coordinator Julianne Lowman. The strategy included hiring international workers, hosting day parties, opening a boat dock and lengthening the season.
Dunlap said the aquatic center's unofficial revenue numbers total $1.76 million. Since Parks and Recreation undertook management of Point Mallard two years ago, revenue at the aquatic center has increased $320,000.
Each alteration for the 2008 season focused on enhancing the park, addressing the park's needs, increasing revenue and attracting more customers.
For the first time in the water park's 38-year history, the center remained open past Labor
Day. On weekends, from Sept.
6 to Sept. 28, the attraction battled the weather and football games.
"We were able to clear expenses, but, keeping it open past Labor Day, we probably won't do that anymore. It wasn't worth the headache," Dunlap said. International work force
To keep the park open, officials tapped into the international work force and registered with Cultural Homestay International, a liaison linking international students with local employment.
Point Mallard attracted workers from the Ukraine, Russia and Moldova.
As local teenage workers returned to school Aug. 7, and weekends crammed with homework and sports activities, the international workers kept the park operating.
Whether Parks and Recreation hires international workers next year depends on the need. If the park closes Labor Day and the department can fill the open jobs with local employees, then a lack of workers won't exist, Dunlap said.
With the increase in minimum wage from $5.85 to $6.55 per hour on July 24, the number of local workers who applied for jobs also increased, Dunlap said. Next summer another minimum wage increase to $7.25 is to take effect July 24.
While a longer season and international workers remain questionable for the 2009 season, the boat launch and day parties will become permanent fixtures at Point Mallard.
The boat launch, which originated from specific requests from boaters, allows season pass holders to enter the park through the dock.
"The boat dock has been positive; it's something that will catch on a little more each year. Knowledge of it will spread by word of mouth," Dunlap said.
Day parties allowed groups to reserve pavilions. The day parties primarily attracted birthday parties and supplemented the after-hours parties, which consisted of corporate gatherings.
"The day parties allowed us to add on to what we've done in the past," Dunlap said. "It didn't take away from the after-hours parties at all."
After 99 days of operation, the aquatic center closed Sept. 28, ending the 2008 season and the bid for a six-peat.
Generating the record-setting revenue required Point Mallard to battle the previous seasons along with weather and gas prices.
Compared to the 2007 average high temperatures of 93, 91, and 101 for June, July and August, the average high temperatures in 2008 reached 90, 96 and 92, according to the National Weather Service. The cooler weather adversely affected the attendance, Dunlap said.
As temperatures cooled, gas prices heated up, skyrocketing to an average $4.02 per gallon during the summer, an increase from the average $2.98 during the 2007 summer, according to the Energy Information Administration. Vacations at home
The higher gas prices led some families to vacation at home. Dubbed "staycations" in the travel industry, the at-home vacations replaced out-of-town vacations for 14 percent of Americans from January to June, according to a survey conducted by the Travel Industry Association.
The at-home vacations possibly benefited Point Mallard, Dunlap said.
"There were a lot of Tennessee tags in the parking lot this year and Alabama tags with numbers I didn't know," Dunlap said. "Because of gas prices and the economy, all the people that do go to the beach come camp, play golf and use all parts of the park."
With the 2008 season complete, preparations for the 2009 season and a seventh consecutive revenue-setting year is under way.
Dunlap said the Parks and Recreation Department will conduct an annual wrap-up meeting where officials will discuss the longer season and international workers.
To see more of The Decatur Daily, or to subscribe to the newspaper, go to http://www.decaturdaily.com
Copyright (c) 2008, The Decatur Daily, Ala.
Distributed by McClatchy-Tribune Information Services.
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