We’re pleased to see our research featured in the latest Recreation Management article, “Making Waves.” The story explores how data and design are shaping the next generation of aquatic facilities nationwide.

Thank you to the Recreation Management team for including insights from H&LA’s national database of leisure property performance.

Published by: Joe Bush/Recreation Management
Published date: October 2025

No doubt about it, when you ask an aquatic professional in any capacity about waterparks, they will all gush about the explosive rise in not only the number of locations but the scale and scope of the new places.

“We have seen a huge increase in the size, shapes and enhancements at waterparks over the past 10 to 15 years,” said Juliene Hefter, executive director and CEO of the Association of Aquatic Professionals. “It seems that each year a property is trying to be the biggest, the best and the most amazing waterpark that you can attend. This is in part due to the competition in the industry to do just that.”

According to a report by Hotel & Leisure Advisors, more than 800 of the 1,253 waterparks in the U.S. and Canada are outdoor, with the South and Midwest boasting more than 300 each.

H&LA anticipated 12 standalone (not connected to a resort) outdoor waterpark openings in 2025, with six more affiliated with a resort. The report said there were 15 outdoor waterpark openings in 2024, most of them municipal.

“Growth in the waterpark industry shows no signs of slowing down,” said the report. “Waterparks are one of the most family-friendly and versatile development opportunities available in the leisure industry due to their popularity across multiple demographics and their ability to provide year-round vacation opportunities.”

The growth seems driven by competition and opportunities for revenue gain as well as community enrichment, the report said. Innovation in attractions and technology as well as a strong focus on the customer experience makes waterparks popular for both private and public planners.

“Many waterparks have embraced innovative attractions such as AI-powered virtual reality water slides, smart wristband systems for seamless park navigation, and eco-friendly filtration technologies to reduce water waste,” said the report. “Demand for immersive, themed experiences has also surged, with parks integrating storytelling elements and interactive features to enhance guest engagement.

“H&LA sees these trends becoming more prevalent throughout the industry as waterparks look to differentiate themselves from the competition and provide unique experiences for families. The waterpark industry is poised for steady growth, particularly in regions with expanding tourism infrastructure.”

Josh Martin, president and creative director of Martin Aquatic, said he sees four key trends in outdoor waterparks:

• Themed immersion: Beyond just rides, parks are creating highly detailed, story-driven environments that transport guests to another world.
• Smaller footprint attractions: With land at a premium, there’s a trend toward attractions that offer high capacity and excitement in a more compact space.
• Enhanced cabana and VIP experiences: A greater focus on premium amenities, private spaces and personalized service to cater to guests seeking an elevated experience.
• Food and beverage evolution: Moving beyond standard concession fare to offer diverse, high-quality dining options that enhance the overall guest experience.

Municipalities can maximize their investment in outdoor waterparks by partnering with private business to plan and design their waterparks as a hub of centers that include lodging and restaurants to make their towns destinations and thereby attract more business and future residents.

Or a waterpark can enhance an existing attraction, as has Serengeti Springs in Hattiesburg, Miss. Opened in 2024 next to the Hattiesburg Zoo, the $10 million park funded by convention commission revenues and a 2% restaurant tax has already produced promising results, said Rick Taylor, executive director of the Hattiesburg Convention Commission.

“In its inaugural season, Serengeti Springs welcomed over 100,000 visitors, generating $26 million in economic impact with $6.5 million from out-of-state guests,” Taylor said. “The waterpark is on track to meet or exceed these numbers in its second season.”

The park created approximately 75 seasonal jobs and several permanent positions, one of which was critical to a municipality comfortable with some waterpark aspects but new to others.

“For us, absolutely starting with an experienced aquatics director was key,” said Taylor. “As an operator of 13 attractions in our area, we were comfortable with ticketing, F&B, mechanical operations, etc., but aquatic life safety was completely new. This is one area where you cannot afford to learn on the job.”

The five-acre park features a towering complex of nine slides, 19 ground-level water toys, two large bucket dump stations, numerous water guns and buckets, and a 155,000 gallon lazy river with a swim-up bar. In addition, it features 28 cabanas for rent, five birthday party pavilion spaces, and numerous food and beverage areas.

“The cabanas were critical,” Taylor said. “In hindsight, we started with too few. They sell out every single day. Despite what you might think of a waterpark, the adage, ‘You cannot have too much shade,’ has proven true time and again. It is critical to have cabanas, large general umbrellas, pavilions, etc.”

David Bogdonov, director of community aquatics for a designer and manufacturer of waterpark attractions, said that for outdoor waterparks, it’s not enough to serve as a cool reprieve on a hot summer’s day.

“Park design has evolved to place high importance on passive capacity, such as shade, loungers and cabanas, food and beverage, non-rider participation, and guest flow,” he said.

Michael Hays, vice president of attractions for American Resort Management, said while designing a park, it is imperative to include seating in all areas.

“There are those in households who are present to swim and interact with attractions, while others are looking to sit and read,” he said. “It is important to cater to both individuals by providing appropriate spaces. Waterslides will drive a family to the waterpark. A lack of seating may deter them from returning.”

Hays said in his 30 years of experience in the aquatics industry, he’s witnessed an increased focus on the guest experience. Technology has been the driving force of change in both indoor and outdoor waterparks, with interactive features and cashless systems. Attractions have become immersive experiences with the introduction of translucent materials and interactive theming.

“Waterparks are now designed with comfort and inclusivity in mind for all guests,” Hays said.

Knowing what guests want is part of the technology that is guiding change and growth, said Bogdonov. Attractions are enhanced with gamification like earning points and race-timing slide riders and lighting effects, and operators can benefit from tools like attraction management platforms.

“(They) can create a personalized experience by understanding every guest’s preferences and behavior, and using real-time data and automation,” he said. “This also gives operators a live understanding of how the park is doing and can adapt their strategies—now, and not when the season is over.”

Said Hays: “Knowing your customers and allocating marketing spend to target the right demographics, locations and groups play a role in driving attendance to the door. The waterpark’s customer relationship management and point of sales should be user-friendly to supply necessary information to drive messaging before, during and after a guest’s visit.”

Outdoor waterparks today are increasingly likely to offer more than just basic food and drinks to patrons. Food truck areas, in-house kitchens and even franchises cater to customer cravings. Noah’s Ark in Wisconsin Dells, for example, has a Johnny Rockets burger location, as well as in-house offerings of chicken sandwiches and tenders, Mexican food, pizza, funnelcakes, smoothies and Dole Soft Serve.

Another way technology has improved both the customer experience and operator bottom line, said Hays, is online ordering to reduce the need for guests to stand in lines for food. “This has had a positive impact on in-park per capita and is strongly encouraged for any amusement facility,” Hays said.

A non-technological trend that has arisen in response to customer needs is the focus on areas for smaller kids and their parents, said Bogdonov. Families with young children are an underserved audience, he said, so an area where parents can relax—relatively speaking—while the little ones are entertained, with gentle slides, an aquatic play structure, and/or a splash pad, is becoming a common feature of outdoor waterparks.

“It is refreshing to see more attention given to kiddie pool attractions and how to entertain toddlers,” said Hays. “This is an area that is sometimes undersized in the design process.”

Kevin Goodrich runs a good example of today’s outdoor waterparks. The Marana Aquatic and Recreation Center (MARC) is a brand-new, state-of-the-art community facility in Marana, Ariz., featuring approximately 120,000 square feet of indoor and outdoor space. The aquatic center is entirely outdoors and includes a competition pool, recreation pool, and waterslides.

The competition pool features a dozen 25-yard lanes, 10 competitive swimming starting blocks, a timing system, a scoreboard and two 1-meter diving boards. The surrounding pool deck includes ample shade and a complete misting system.

The recreation pool features a zero-depth entry, an aquatic play structure with a dumping bucket and small slides, as well as a resistance walking channel. The recreation pool deck also includes 10 rentable cabanas with misters.

The water slides consist of two 20-foot slides, one open flume and one closed flume. The aquatic spaces at the MARC also include an event lawn with artificial turf, ideal for swim meets and large gatherings, as well as a food truck bay with shaded picnic areas.

“Over the past 10 to 20 years, municipal aquatic facilities have expanded significantly in both size and purpose,” said Goodrich. “What were once basic neighborhood pools have transformed into full-scale aquatic centers featuring amenities like zero-depth entry pools, water slides, splash pads, therapy areas and year-round access.

“These upgrades reflect increased community demand for inclusive, multigenerational recreation, as well as a growing emphasis on water safety, swim education, and health and wellness.”

There are serious matters to attend to when overseeing operations at a large outdoor waterpark, but fun is the headliner for customers, said Goodrich. “Attractions always get a lot of attention,” he said. “Our slides are a huge hit, as is the aquatic play structure with the dumping bucket in one foot of water. Anything that splashes and brings the ‘wow’ factor is a great addition.

“Our reservable cabanas are especially popular, offering guests a guaranteed space with comfortable seating, shade and misters. Shade and seating are a top priority at any aquatic facility, especially here in Arizona, whether people are there for fun or fitness. We packed as much shade and seating into the design as possible, and we still get requests for more.”

Goodrich said positive trends in the aquatic industry over the past decade include the evolution from small rectangular lap pools to more dynamic pool designs that feature zero-depth entries, lazy rivers, water features and slides. “While these added amenities bring maintenance challenges, I believe the benefits to the community far outweigh the effort involved,” he said.

The more popular a park is, the more challenging the safety of people is, and Goodrich counts increased dedication to staff as a trend he appreciates and embraces. He helped create the SplashSavvy brand and campaign at the MARC to emphasize drowning response education in the community and beyond. These efforts don’t have to be large or elaborate, he said, and anyone managing an aquatic facility can initiate them.

“Drowning awareness and education have also advanced significantly,” he said. “Community education about drowning risks and prevention strategies is more visible and more emphasized than ever before.”

Any safety measures are just words without the execution of a well-trained and motivated staff, and Goodrich said he’s delighted that the renewed emphasis on the treatment of the employees dedicated to safety has become common.

“Another trend I’ve appreciated is the growing recognition of lifeguards,” said Goodrich. “Once viewed as seasonal or entry-level positions, lifeguards are increasingly seen as first responders. They are professionals who protect lives, promote water safety, and serve as the front line of aquatic operations.”

Goodrich said the keys to success in aquatics start with building a strong, supported team. Staff appreciation is critical. When lifeguards, instructors, maintenance staff and support personnel feel recognized and valued, they are more motivated, more committed, and take pride in their roles.

Simple gestures like shoutouts, milestone celebrations or leadership development opportunities go a long way toward building morale and confidence, he said.

“Versatility is equally important,” said Goodrich. “Aquatic staff should be cross-trained and adaptable, and ready to move between lifeguarding, teaching swim lessons, assisting with events, or helping with maintenance tasks like water testing or facility checks.

“Programming and lifeguarding staff benefit from understanding basic aquatic maintenance skills, just as maintenance staff benefit from understanding programming and lifeguarding roles.”

The future of outdoor waterparks looks to be taller slide structures with more slides per tower as real estate becomes more expensive, leading to smaller attraction space, said Bogdanov. And those structures are more likely to include themed designs and logos.

Bogdanov also said to look for more parks to operate after dark to capture a set of customers who may better enjoy nightlife in cooler temperatures. “With attractive lighting as well as special events, parks can extend their hours well into the night to attract a different type of audience versus during the day,” he said.

Hays said these are exciting times for waterparks and those who run them.

“I compare waterparks to a living, breathing animal: Sometimes it’s happy, sometimes it’s crazy, sometimes it’s hot, but always it’s demanding,” he said. “I have always enjoyed the rush of the operation. Each day, you try to make the guests’ day better, even if they are not asking you to do so.

“Not every guest will appreciate your actions, regardless of what you do. For a newcomer, they will need to learn that not taking those responses personally is part of great hospitality. It is always easy to remember the failures, but ask yourself, what went exactly as planned? You will see that the positive will very likely outweigh the negative.”   RM