May 5, 2003
MiBiz West

MUSKEGON - Visitors to Michigan's Adventure amusement park will not see any new rides this year, and chances are they will be oblivious to the over $1 million in park improvements made during the off season. That's because the seven-figure investment was made to solidify the park's infrastructure and enhance its aesthetics.

Michigan's Adventure Vice President and General Manager Camille Jourden-Mark told MiBiz the installation of a park-wide telephone system is the largest behind-the-scenes improvement. Telephones are being placed on every ride and in every building to foster communications within the park perimeter.

The area surrounding the park's '50s car ride is getting a makeover to theme it like a '50s diner. Music is being added and umbrellas are being installed to shade people waiting in line for the attraction.

Michigan's Adventure is doubling its WildWater Outfitters water park store. Along with the additional space, a second entrance and more windows are being added.

Enhancements have been made to the Timber Town Railway ride, which went into operation last year. "We're adding a tunnel and theme work around the ride," Jourden-Mark said.

Fountains are being placed around the park. The fountains not only add a visual touch, they also will serve to aerate the ponds and other water elements.

Close to $100,000 of fencing has also been installed around the park.

"Several places, like the water park where we had rope fences, are getting aluminum fences," Jourden-Mark said. "Some of the rides that had temporary fences, like the kiddie rides and carousel, will get permanent fences."
The WildWater Adventure water park slides are getting awnings as well, adding shade and a splash of color. Sixty new benches also were added throughout the park.

Jourden-Mark said new admissions software was installed to facilitate the processing of season passes. Vehicles entering the park will now pass through new ticket booths topped by a large Michigan's Adventure sign.
"In the past we had employees just sitting under umbrellas. These are air conditioned buildings," Jourden-Mark said.
A major refurbishing effort also took place during the off season, with extensive painting, planting and placement of new park signage.

Michigan's Adventure made over $5 million in improvements for the 2002 season, including a $500,000 upgrade of the catering area, which featured construction of a huge kitchen facility to handle in-house catering and three new pavilions to accommodate corporate outings. Unfortunately, poor economic conditions dragged corporate business down last year. To boost the company outing business, the park is offering special discounted group rates. "We're actually charging less than last year for groups of 600 or more or 1,000 or more," Jourden-Mark said. "We're trying to entice new business."

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This article appeared in the May 5, 2003 issue of MiBiz, read by upper management executives in West and Southwest Michigan. Print subscriptions are free to qualified individuals who do business in West and Southwest Michigan. For further information about MiBiz Network, visit www.mibiz.com.