MAKING WAVES AGAIN MONARCH SET TO REIGN OVER SHORT-CRUISE MARKET.

Byline: Phillip Zonkel Staff Writer

For its San Pedro premiere, Royal Caribbean's Monarch of the Seas went under the knife for a $26 million face lift.

The 11-year-old cruise ship was taken off its Caribbean route and sent to Los Angeles in hopes of grabbing the attention of younger travelers interested in three- and four-night cruises.

Monarch sets sail from San Pedro every Monday and Friday year round for quick getaways to Baja California. Fall fares start at $399 per person, double occupancy.

The only other regional ship that offers similar trips is Carnival Cruise Corp.'s Ecstasy, which leaves Long Beach every Monday and Friday for Ensenada, Mexico. Fall fares start at $319.

On board the Monarch, from stem to stern, top to bottom, amenities and activities have been added to target West Coast and family-focused cruisers: a 30-foot-high, three-sided rock-climbing wall (the first for any West Coast-based Royal Caribbean ship), California-inspired food, a full-service spa and several teen-only hangouts.

``Our target demographic is 35-to-50-year-olds, couples, families and friends,'' said Royal Caribbean spokeswoman Lisa Lutoff-Perlo.

``That's the sweet spot for the vacation-travel market,'' said Mike Brown, spokesman with the trade industry group Cruise Lines International Association. ``They have money to spend and some time.''

Families represent one of the fastest-growing segments of the cruise market, according to CLIA. Last year, nearly 1 million children took cruises, twice as many as in 1998.

``More families are looking for ways they can go on a vacation where the kids have things to do and (the parents) have things to do and they can all do things together, but nobody's going to drive the other crazy,'' Brown said. ``Everybody can go their own way, but they still wind up in the same place.''

And more Americans than ever are crazy for short cruises, making quick getaways another hot segment for the industry, according to CLIA.

In 2002, 2.7 million travelers set sail on cruises of five days or less, an increase of more than 7 percent over last year.

``A short cruise can be a great romantic getaway for a couple or a memorable vacation for the whole family,'' said CLIA executive director Bob Sharak. ``Seasoned cruisers can get more cruise time in throughout the year with cost-effective short cruises. And first-timers find a shorter duration a great way to sample the experience.''

To meet those needs, the 2,386-passenger Monarch, classified as sovereign-class, is a floating grand hotel. It has 14 passenger decks, topped off with a jogging track, and a seven-story atrium surrounded by a variety of bars, a casino, shops and lounges, including the top-of-the-ship Viking Crown, which offers a bird's-eye view.

Royal Caribbean says it conducted extensive research with ``experienced and nonexperienced cruisers'' to find out what new amenities travelers wanted.

Travelers rejected the idea of a college-type spring break on the high seas, the common party reputation for short cruises, Lutoff-Perlo said. ``They were looking for the ship to be the destination, as is a resort property,'' she said. ``They cared about good dining, spa facilities and fitness facilities.''

Here's what Royal Caribbean came up with:

--To spice up the night life, there is the Latin-themed bar Boleros, which offers speciality tequilas, jazz bands and dueling pianos, and also the Circuit disco.

--New food and snack options include an Asia-fusion restaurant, a sushi bar, a make-your-own gourmet pizzeria, Seattle's Best coffee bar and a Ben & Jerry's ice cream shop.

--There are three teen-only hangouts: The Living Room Coffee Bar with Club Cafe Internet, Fuel disco and the Beck Deck, a private outdoor chill area.

--For the fitness- and body-conscious, a bigger gym and full-service spa are available. The latter includes a hair and nail salon and 11 treatment rooms, including one for couples.

The ship's decor also reflects a new mission.

``It's understated elegance as opposed to flashy or loud,'' said Lutoff-Perlo. ``People were looking for a nice experience in an environment that was soothing.''

On land, Royal Caribbean takes a tongue-in-cheek approach to lure travelers to the high seas. Several billboards promote the mini-retreats with L.A.-centric perspectives: ``A 30-foot-rock-climbing wall. Good practice for climbing your way to the top.''

Also: ``Go away for a few days. Come back looking younger. Typical L.A.''

www.rccl.com.

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(1 -- 2) Royal Caribbean's refurbished Monarch of the Seas, which will provide short getaways to Baja California, features a rock-climbing wall, left, and a futuristic atrium, above.