When it comes to attracting a loyal customer base, it’s no secret that first impressions are key. For that reason, it was important for the operators of KeyLime Cove Water Resort to pull out all the stops in opening the Gurnee, Ill., indoor waterpark resort.

KeyLime Cove was the vision of Dave Anderson, founder of the Famous Dave’s Legendary Pit Bar-B-Que and Rainforest Café restaurant chains. The marketing plan his team developed was a mix of strategic media coverage, promotional contests and advertising — all of which capitalized on the property’s strengths and highlights.

KeyLime Cove crew members welcomed special guests to a soft opening Feb. 25, 2008. Three days later was Media Day for representatives from approximately 60 media outlets. They were hosted overnight and treated to a beach party-themed reception and preview of the restaurants and live entertainment. On the official opening day, Feb. 29, two local TV stations and three morning-radio shows broadcast live from the property.

The result: “By the end of March 2008, we enjoyed 416 placements, reaching an audience of more than 37.2 million through media coverage,” says marketing specialist Jennifer Evans.

Because the opening was on Leap Day, there was a contest for Leap Day babies. The first 29 guests through the gates who could verify their Feb. 29 birthday and had brought essays expressing why they wanted to celebrate at the facility earned a free opening night stay in a Queen Deluxe stateroom.

“Marketing efforts reflected our positioning statement that [KeyLime Cove provides] a close-to-home paradise experience for families seeking an easy escape,” Evans says.

The goal for print advertising was to build awareness and create an image. “A fun aspect reflected in the advertising as well as throughout the resort is our ‘Splash-tacular Vernacular,’” Evans says. “We ‘twist the lime’ by using our own language when referring to the island-inspired experience. It’s very contagious!”

The marketing may have helped jump-start KeyLime Cove successfully, but it’s the amenities and service that will sustain its success. The 65,000-square-foot waterpark includes a slide tower, a large interactive play structure with a 10-foot “dumping pineapple,” a 560-foot lazy river, an adults-only hot tub grotto, and a kiddie pool. Other amenities include the RipTide Reef arcade, the Paradise Mist Spa and a 12,000-square-foot meeting space. Dining options include D.W. Anderson’s Ice Cream Parlor and Eatery, and Crazy Toucan Margarita Grille.

Several distinctive retail venues can be found as well, such as Lulu’s Beach Shoppe and Pinki’s Pet Palace, where guests can create their own personalized “pets.”

When it comes to service, the staff is expected to provide a “cruise ship on land” experience. KeyLime Cove also is the nation’s first completely cashless water resort, using state-of-the-art RFID wristband technology. “Smart” wristbands provide keyless access to lockers and guest rooms, and parents can pre-pay wristbands so their children can buy snacks or play arcade games.