Success Stories > Dallas
Digital Marketing Success Story: Helping Hawaiian Falls Waterparks Make Waves
The Challenge
Hawaiian Falls Waterparks—home to family-friendly fun across three Texas locations in Roanoke, Mansfield, and Waco—faced a unique challenge. With a 5.5-month operational season, they needed a robust digital marketing strategy to drive ticket sales during peak months and maintain engagement throughout the offseason. The goal? Boost sales for both Season Passes and day tickets while staying top-of-mind for their audience in an increasingly competitive market.
The Salem Surround Solution
Salem Surround partnered with Hawaiian Falls to design a comprehensive and adaptive marketing strategy tailored to their unique needs. This wasn’t a “one-size-fits-all” approach—Salem Surround utilized a full digital toolbox alongside traditional radio to create a multilayered campaign that delivered real impact.
The Strategy
-
Year-Round Marketing for Seasonal Operations
Salem Surround took a 10-month approach to maximize visibility and revenue, despite the parks being open for just over five months. During the offseason, efforts focused on pushing Season Pass sales and building brand equity, ensuring Hawaiian Falls stayed at the forefront of local audiences’ minds. -
Branding & Conversion Tactics
By combining branding-focused initiatives with conversion-based strategies, Salem Surround struck a balance that built awareness while also directly driving ticket purchases. -
Real-Time Optimization
By analyzing data consistently, the team refined and optimized tactics in real time, ensuring the campaign met and exceeded performance benchmarks.
Results That Speak Volumes
The partnership between Hawaiian Falls and Salem Surround delivered outstanding results, showcasing the power of a strategic marketing plan backed by expertise and commitment.
- For the 2022 season, Hawaiian Falls exceeded its revenue goals, finishing over budget.
- For the following year, 2023, Season Pass sales were already ahead of projections before the operational season even began.
This level of success underscores how thoughtful planning, combined with ongoing refinement and responsive execution, can drive significant returns even for businesses with short operational windows.
Client Testimonial
Ron McKenzie, CMO of ProParks Attractions Group, credits Salem Surround for their hands-on, collaborative approach and ability to adapt to an evolving media landscape. He said:
“In today’s fluid media landscape, it is imperative to have a partner that understands the need for a foundational strategy, but also understands the need to adapt, pivot, and is nimble enough to optimize in real time. Salem is in the trenches with us daily, analyzing the data and taking a vested interest in the success of our business.”
Why Salem Surround?
Salem Surround thrives on creating customized strategies that drive real results for businesses of all sizes. For Hawaiian Falls Waterparks, this meant leveraging digital and traditional media to craft a marketing campaign as dynamic as the water attractions themselves. A commitment to transparency, data-driven decision-making, and seamless collaboration ensures Salem Surround remains a trusted partner that goes beyond expectations.
