IN THE NEWS
Monday, July 8, 2013
Veracity Hospitality Named New Management Company for KeyLime Cove Indoor Waterpark Resort
Veracity Hospitality, a newly formed hotel and resort management company, today announced it has assumed management of the 414-suite KeyLime Cove Waterpark Resort in Gurnee, IL.
Founded by 25-year hospitality and waterpark resort veteran, and former KeyLime Cove general manager, Dale McFarland, Veracity Hospitality was established to deliver a unique, customized management approach through strategic asset management and hands-on senior leadership and operations.
"Veracity Hospitality is positioned to focus on the day-to-day operations, with a strategic, long-term management mindset," said Dale McFarland, Veracity Hospitality president and ceo. "I plan to deliver a unique and flexible operations platform which will lead to optimal results for the owners, the hardworking staff, and ultimately the thousands of families who choose KeyLime Cove each year."
Veracity Hospitality was awarded the management contract by an appointed Advisory Board representing the interest of the 65 banks that make up the ownership group. They oversee asset performance, bridging the gap between the ownership, management and operation groups.
During Dale's 5-year tenure as general manager for KeyLime Cove, he successfully led the property to become the #1 waterpark resort in the Chicago and Milwaukee marketplace. He has received numerous awards and recognitions, most notably: Best Indoor Water Park, by Aquatics international in 2011 and 2012; #1 Large Hotel for Families in the US and #2 Large Hotel for Families in the World by Trip Advisor's 2012 Travelers Choice Awards. In April, Dale was honored with the esteemed 2012 State Leadership Award from the Illinois Hotel & Lodging Association at the American Hotel and Lodging Association convention in Washington D.C.
"Dale truly exemplifies leadership and is a very worthy recipient of our State Leadership Award," said Marc Gordon president, IHLA. "His employees have won more regional and state Stars of the Industry awards from IHLA than any other property."
Dale's extensive experience in waterpark resort and hotel management includes Great Wolf Lodge in Pocono Mountains, PA, where he managed one of the highest grossing indoor waterparks in the industry. Prior to that, he was the district manager of ARAMARK Corporation's (Philadelphia, Pa.) largest account, Lake Powell Resorts & Marinas in Page, Ariz., and is also the former vice president of ARAMARK Parks West. Dale has also held various management level positions at several national branded franchise properties including Double Tree Hotels.
"KeyLime Cove is a remarkable property for many different reasons," added Dale. "It should be no surprise that it requires a unique and progressive management approach."
Veracity Hospitality named management company for KeyLime Cove
GURNEE -- KeyLime Cove Waterpark Resort in Gurnee is under new management.
Veracity Hospitality, a firm founded by former KeyLime Cove General Manager Dale McFarland, is now operating the 414-suite KeyLime Cove.
McFarland, a 25-year hospitality and water-park resort veteran, said in an announcement Monday that Veracity was launched to deliver a unique, customized management approach. That includes strategic asset management and hands-on senior leadership and operations.
"Veracity Hospitality is positioned to focus on the day-to-day operations, with a strategic, long-term management mindset," said McFarland, who is the company's president and CEO. "I plan to deliver a unique and flexible operations platform which will lead to optimal results for the owners, the hardworking staff, and ultimately the thousands of families who choose KeyLime Cove each year."
Veracity was awarded a management contract by an appointed advisory board representing the interest of 65 banks that make up KeyLime Cove's ownership group. The board oversees asset performance, bridging the gap between the ownership, management and operation groups.
KeyLime Cove has a 65,000-square-foot, 82-degree tropical-themed water park, 8,000-square-foot arcade, restaurants, spa and space for banquets and meetings.
McFarland was KeyLime Cove's general manager for five years. It received honors during his tenure including Best Indoor Water Park from Aquatics International magazine and website in 2012 and 2011.
September, 18 2013 NAVIS
KeyLime Cove Implements NAVIS; Caller Data Boosts Revenue, Identifies Most Profitable Promotions
NAVIS, the leading reservation sales system provider for the resort, hotel, and vacation rental markets, announced the successful implementation of its system and services at KeyLime Cove Indoor Waterpark Resort. With NAVIS, the property generated $80,000 of outbound call revenue in one month and increased conversions by 10%. The system also enabled accurate ROI measurement for promotions and advertising while improving guest satisfaction scores. KeyLime Cove is a 404-room high-ADR waterpark resort that serves metro Chicago and nearby markets. Click here to learn more about NAVIS’ reservations sales system.
“The results are in from our recent NAVIS implementation. NAVIS made an immediate improvement in revenue and other operational areas,” said Dale McFarland, general manager of KeyLime Cove Resort. “KeyLime Cove is an indie so we must be on top of our room sales. Our conversions are up 10% thanks to NAVIS’ work with our reservation team. This is huge.”
STEP 4: Use data to target your message
At KeyLime Cove Indoor Waterpark Resort in Gurnee, much of the business flows from the school calendar. During winter and spring breaks, business surges at the indoor water park, which has annual revenue of about $22 million. “When kids are out of school, we're busy,” says Dale McFarland, general manager. But some no-school days are impossible to predict, like snow days.
“Too often, with marketing campaigns, it's a shotgun approach. We wanted a targeted approach,” Mr. McFarland says. With help from Chicago-based digital marketing firm Rocket Fuel Inc., KeyLime Cove uses data from Illinois and Wisconsin school systems to get marketing messages quickly to parents seeking a snow-day diversion. When a blizzard shuts down schools, KeyLime Cove can instantly target the affected ZIP codes with website display ads that have snow-day specials. “We don't have to call a rep and say, 'Send snow ads to these areas.' It automatically does that for us,” he says.
That makes a difference for KeyLime Cove, considering 85 percent of its business comes from within a 40-mile radius. The resort started connecting website ads to school-system data in 2012. Since then, the 414-suite hotel has seen room occupancy spike. “On snow days, when display ads are served, it's not uncommon for us to increase our occupancy anywhere from 30 to 50 percent,” Mr. McFarland says.
Dale McFarland, general manager of KeyLime Cove Indoor Waterpark Resort
John R. Boehm
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VERACITY HOSPITALITY NAMED NEW MANAGEMENT COMPANY FOR KEYLIME COVE INDOOR WATERPARK RESORT