The way America travels has evolved. Families today take more frequent, shorter trips within driving distance of home as opposed to week-long vacations in far-flung destinations. Waterparks have been taking advantage of this trend, setting up shop in Wisconsin Dells for years, but recently they’ve begun spreading throughout the country, growing in size and scope, and including condos, golf courses, spas and more. And they are popular: moms love them for quick family getaways.
 
The crack in the love affair is the adult experience. Seeing an opening based on this, restaurateur “Famous” Dave Anderson brought together a team to create KeyLime Cove, a “water paradise” concept that will open for business in the northern Chicago suburb of Gurnee, Ill., in spring 2008. Appealing to the popular desire for a tropical escape, the resort’s adult-forward programming is set to forever change waterpark perceptions.
 
Falls took the lead on an interdisciplinary marketing communication effort, including creating the park’s logos, advertising, sales collateral and launch promotions, defining the presumptive new leader in the fastest-growing travel segment in the country.