With the increase in waterpark hotel locations, we are seeing a definite trend of developers turning to branding or partnered theming to differentiate their businesses from their competitors.

Much like the historic growth of the big amusement parks by companies such as Disney, Universal Studios and Six Flags, the successful players typically establish their own brands and distinct forms of identity as a means to draw and create loyalty with their customers. They achieve this through creative use of on-site theming, storylines, icons, mascots and focused market positioning.

For the ones with the capital and time to do it right, the benefits are many. In addition to increased awareness, room-night stays, revenues and market share, these waterpark resorts ultimately decrease their long-term marketing dollars by creating a word-of-mouth sales force. Another benefit is that brand loyalty often results when guests are satisfied, leading to repeat business.

Achieving these outcomes does not come easily or inexpensively. Often the most difficult aspect of these projects is coming up with the initial storylines and applying consistency of the brands, or themes, to encompass all aspects of the operations.

But there’s another way to establish a high-impact theme: partner with an intellectual property such as Disney/Pixar’s “Finding Nemo,” which is a proven success story. By working with a movie studio, such as a recent project with Twentieth Century Fox’s “Ice Age: The Meltdown,” developers often can bypass the creative agony of coming up with a “winner” in terms of storyline, brand and theming. Movie studios are experts at that part of it. What’s more, the studios can provide all kinds of support when it comes to creating the characters, logos, marketing materials, aftermarket retail items and so forth.

Most interesting in the design process with the “Ice Age” waterpark is that the studio was looking for unique partnering opportunities as well. Tying a movie such as “Ice Age” to a themed indoor waterpark makes for a great concept.

Another winning partnered theming deal can be found in Orlando, Fla. The 777-room Nickelodeon Family Suites by Holiday Inn runs the theme throughout the property, including the pool area. Two huge, interactive pools house two play structures decked out in Nickelodeon’s SpongeBob SquarePants theme.

The “Veggie Tales” vegetable cartoons, featured in several developing projects, will deliver their “Sunday morning values, Saturday morning fun” message while kids are engaging in interactive water-play structures and indoor dry-play areas. These types of values-based themes attract families, open up new markets and increase visibility as part of a growing faith-based trend in the amusement industry.

For more competitive markets or operators looking for an immediate competitive edge, the licensing of intellectual property can be an effective strategy to differentiate one waterpark from another. The park itself or a specific water-play attraction can become an instant hit because youngsters have the opportunity to play with their favorite characters from TV, the movies or toys.

Budget considerations include an annual fee (the more popular the intellectual property, the higher the price); a three- to five-year commitment; the share of retail for branded merchandise; and inclusion in all marketing/advertising campaigns. Fees can start as low as $50,000 a year for a particular attraction per location and increase significantly to a multimillion-dollar/multiple-year agreement, with mutual benefits for operator and licensee.

Cinergy Inc. and other firms such as Thinkwell Design and Baker Leisure help developers build the most effective storylines for their properties and/or make introductions with, and support the negotiation of, any licensing agreements.

Whether it’s a small location added to an existing hotel or a new venture that creates an entirely different destination and guest experience, be sure to consider the many benefits of branding or partnered theming. It’s a great way to lead the business in your location or area. Maybe there’s a place for Harry Potter, Buzz Lightyear or Jimmy Neutron in your next project.