From hot spots to cool spots: aquatic facilities are generating revenue from shaded areas.

Sometimes there's nothing wrong with being a little shady.

With the rising temperatures, outdoor fun requires a place to take a break from the rays of the sun. On the waterfront, sun worshipers as well as shade lovers appreciate the break from the heat while watching kids or watching waves. The splash of color and festive shapes of sun umbrellas and cabanas, for example, are synonymous with water activity. With the added concerns of health and safety, shade structures are appearing in greater variety of structural types and in a greater variety of venues.

Aesthetically, umbrellas are a facility owner's dream with the many dramatic colors, shapes and fabrics with which they can create spectacular attractions. Changing the colors, logos and styles of these structures is an easy way to add new pizzazz to a tired look.

"The advantages of umbrellas are two-fold," says Steve Pastusak, assistant general manager of Bayshore Development, which manages Splash Mountain Waterpark in Ocean City, Md. "First, for looks--the color and height--and second, for functionality. People don't want to bake in the sun while eating or lounging, especially for caregivers or Grandma and Grandpa who'd rather be in the shade."

It's about aesthetics, but in today's UV-conscious society, it is also about safety. Increasingly, aquatics facilities are discovering a third motivation for adding a shade structure to their facilities--shaded spots can be hot spots in generating revenue.

In the former age of unbridled sun-worship, shade structures were few and far between. In today's more carcinogenic-concerned culture, shade is in high demand with older facilities increasingly adding these amenities in order to gain a whole new clientele.

"The dramatic increases in the incidence of skin cancer have highlighted the urgent need to protect the public, particularly children, from harmful sun exposure," says Basil Haymann, chairman & CEO of Sun Ports.

Traditionally, swimming pools and waterparks were run and budgeted by cities, but in today's climate, with funding stretched to the limits, more and more facilities are looking for ways to generate additional revenue. By providing a cool, comfortable shaded area, they are able to meet the clients' needs and generate revenue.

Although not all facilities charge visitors for the shaded spots, many are discovering a lucrative side business in renting out shaded areas where large groups can gather. Aquatic professionals say that this concept has become the "hottest-cool" concept.

"They're a crucial element to the design and overall quality of the park or facility," notes Scott Stefanc, project designer at Water Technology, Inc., in Beaver Dam, Wis. "We've noticed an increased demand for amenities such as cabanas and other covered shaded areas that can be rented out to derive additional income. Aquatic facilities want to provide amenities for their clientele and increasingly they are getting additional funding from it as well."

Sun-Free Programming

"The number one customer complaint is that there is never enough shade", says Judith Leblein, CPRP, operations analyst at Water Technology, Inc. Shade structures are increasingly being installed to serve as comfortable gathering areas for social events.

Leblein continues, "Shade structures have been successful in programming that can enhance the guests' experience and in turn provide a greater perceived ticket value. Offering craft classes, parties, story hour and children's entertainment under a shaded area can also provide some financial benefits as well as increase guest satisfaction."

Using shade to create a special birthday area can also enhance the bottom line and provide a valuable guest service. "Events and activities such as birthday parties, group rentals, outings and buy-outs are more attractive if the guests have a shaded assembly area that they feel is their own for a couple of hours or the entire day," adds Leblein.

Having a shaded area adjacent to a building can create a simple, "reading corner" or "library corner." Working with a local book store or public library, an owner can create a free lending library area. People can sit in the shade and read, borrow a book or leave a book. People love it and can allow for a possible corporate partnership.

"Rental cabanas are very popular now in resorts and public parks. People like to have privacy and are willing to pay for it. Although this is not yet popular in the public market, I believe that it is coming," predicts Leblein.

Charging For Shade

The City of Lewisville, Texas, uses multi-colored "Party Brellas" which they feature and make available for all types of parties. For a fee of $25, half the covered pavilion at their Sun Valley facility or the Party Brella at the College Street facility can be rented for an hour and half. "Once people figured out they could rent the space it became extremely popular," says Hilary Pike, aquatics supervisor. She says that at the end of last summer, the shade structures were reserved every day, with this year booking up quickly. She adds that some patrons were asking to make reservations in January.

"We have more families coming and moms and dads don't want to be in the sun the whole day," Pike continues. No wonder shady spots were almost required during the design of Pike's facilities. "It really was what the public had asked for," she says, noting that the umbrellas and other shade areas are expected to be occupied first.

NRH2O in North Richland Hills, Texas, also was selling out its shaded group areas daily. Several different-sized pavilions, starting at $40 a day, can be rented out to families and corporate groups, with options ranging from picnics to catering. "The facility's gathering spaces are so popular, especially with the area's 200-plus corporate groups, that it is building more for this season," says Group Sales Representative Tracey Dickson.

James Hughes, director of Parks, Recreation and Special Events in Bedford, Texas, agreed that the shaded spots have become the most popular. The City of Bedford built a new waterpark/ leisure pool at the Bedford Boy's Ranch, an existing community park. Designers added shade structures around the splash pad and tot pool, one of the cabanas, and umbrellas throughout the park.

"When your days get up to more than 100 degrees, shade is very important. Everyone gathers under the shaded areas," says Hughes. His facility also rents out shaded areas for large private gatherings and the shaded spots are favorites for parties. The cabana, which uses cable suspension shade structures, rents for $90 for two hours and includes 10 passes for the day. The other area that is rented is a wooden structure and it rents for $65 for two hours and also includes 10 passes for the day.

Sponsoring Shade

For years, the owners and operators of commercial recreation facilities and professional sports venues have recognized the value of corporate relationships and have depended on these arrangements in their business plans. Public agencies around the world have identified that these partnerships can result in increased revenue, expanded marketing potential, facility improvements and customer satisfaction.

"Corporate sponsorships and in-park advertising can enhance your aquatic center's bottom line while promoting local businesses and enhancing your department's promotions and special events", says Judith Leblein. She adds, "Public pools, family aquatic centers and waterparks can begin a program of advertising that can be specifically tailored to meet each facility's specific needs."

Incorporating sponsors' logos in fabric or other material shade umbrellas can be valuable exposure as well as provide well-needed sun protection for patrons.

Notes Leblein, "Be sure to have intimate knowledge of the facility and its design. Dream about the future for the facility and let your imagination run wild. The opportunities are there, just waiting for you to discover them."

Shade Solutions That Work

Advances in fabric architecture have increased the design and aesthetic options front which to choose. These days, facilities can select from a wide range of function and forms with a rainbow of hues to splash up their venues. Buyers are also getting choosier. Structures--especially those that become a focal point for a community or facility such as gazebos or pavilions, are expected to become more and more distinctive as municipalities decide what image it wants to project.

A budding new market is the "mommy market." Creating linear uses for shade along the perimeters of buildings where mom and baby can spend some quiet time is increasingly being incorporated at aquatic facilities. "Use linear shade along an unused wall of a building, adjacent to the tot/children's area. Call it "Stroller Parking" or "Time-Out Spot>' and you will create a new area for moms with small children to enjoy a bit of quiet and get out of the sun. Breastfeeding moms, napping tots and a quiet retreat for kids that are over-stimulated will be a welcome oasis for parents, advises Leblein.

She adds, "When planning for shade at a facility, use a combination of large umbrellas, shaped pavilions and linear shade. People tend to claim large umbrellas tier their own. In this day of "stranger danger," they are not excited about letting others into their 'shade circle.'"

Offering a combination of umbrellas and linear shade allows for more seating and choice. People can sit under linear shade and do not have to directly interact with someone across from them. You can line up chaise lounges and fit quite a few guests under the shade, all facing in one direction.

Shade features add high-impact color and visual pop. if additional revenue can be generated from these multi-functional amenities it must be a win win solution for both operators and patrons alike.

Tips from the Trenches

When it comes to matching the right outdoor shade structure to the right needs and in the right place--these tips from experts in the field might guide you in the right direction:

* Operate within your budget

* Know what you are planning with the space and have a clear purpose

* Consider the right materials for your application: fabric, metal or wood

* Determine occupancy numbers and size the structure accordingly

* Have your structure fit a theme or compliment other structural styles on the property (style, color, etc.)

* Find a service-oriented company with a good reputation

Make Your Facility Pool Cool

NRPA recognizes the need to promote sun safety, and the field of parks and recreation knows that sun safety programs can have a positive impact on prevention. The association has partnered with a research team at the Rollins School of Public Health, at Emory University, to implement POOL COOL and evaluate its effects when used over a wide range of locations.

POOL COOL is a research-based program that was evaluated in 1998-2000, with a grant from the U.S. Centers for Disease Control (CDC). After evaluating the participants in the program in both Hawaii and Massachusetts, results showed that swimming pools implementing the POOL COOL had more protected pool environments, and that children and parents improved their sun protection habits at the conclusion of the program.

This summer, 300 community pools around the country are integrating the POOL COOL curriculum into existing swimming lessons. The lessons are approximately five minutes in length for eight different lessons. They focus on covering up, seeking shade, using sunscreen properly and avoiding staying outside too long during peak sun hours. The program aims to increase awareness, motivation and sun protection practices among children ages 5-10 who take swimming lessons, their parents/caregiver, aquatics staff and other pool users.

Are you looking to make your facilities and programs sun safe and teach skin cancer prevention? Visit www.nrpa.org or www.poolcool.org to learn more or purchase your NRPAI POOL COOL Sun Safety Tool Kit.