Business Spotlight: Change of Tune

“The Lawrence Welk Show” may have been known for its “Bubbles in the Wine” theme song, but the Branson theater and resort originally named for the show is becoming known more for bubbles made as kids splash around in its indoor water park.

The water park added in 2007 is largely credited with keeping the resort on a growth track last year – a time when Branson tourism declined 3.8 percent, according to Branson Convention & Visitors Bureau statistics.

“There’s no doubt that the added amenities were a huge benefit to us,” says Dathan Atchison, general manager of Welk Resort Branson. “Branson is down, but I think we’re in a much better position than some of our competitors.”

Since 2007, Welk Resort upgrades to the tune of $30 million have included the 10,000-square-foot indoor Splash-A-Torium with 100-foot waterslide and hot tubs, 56 lodges at the Timber Ridge timeshare, a clubhouse and fitness center.

The return on investment: sales increases of 5 percent in 2009 and 3 percent in 2008, Atchison says. The resort also set a record occupancy rate in July at 95 percent, he adds.

From the RV to the family
Welk Resort Branson opened in 1994 with a 2,200-seat live performance theater centered on renowned bandleader Lawrence Welk and his musical variety show, which aired 1955–1982.

Its parent company, California-based Welk Resort Group Inc., also owns timeshare resorts in San Diego and Palm Springs, Calif., and Cabo San Lucas, Mexico. The timeshare component in Branson is the Lodges at Timber Ridge, a planned development of 726 lodges available by timeshare sales or nightly rentals.

The resort, on the east side of Table Rock Lake, boasts 159 hotel rooms, which had steady occupancy in the 1990s catering to mature motor coach travelers.

“As Lawrence Welk’s fan base wasn’t able to travel as much, we started developing more amenities for families,” Atchison says, pointing to miniature golf, property renovations, and pool and playground enhancements.

The resort’s live theater shows, which run in the fall, also had started catering to a younger demographic than the original Welk fans. By 2003, the show had evolved into a 1960s musical tribute and expanded the following year with Pam Tillis and The Gatlin Brothers before completely phasing out “The Lawrence Welk Show.”

The Lodges at Timber Ridge, which comprises four buildings on the 70-acre grounds, also represents a change in the resort’s direction. Targeting tourists and investors, the lodges are part of the resort’s platinum awards program. Investors can buy into the timeshare or guests may rent a lodge for a night, depending on availability. Prices fluctuate, Atchison says, based on a guest’s accrued points.

Main attractions
Lynn Berry, director of public relations for the Branson CVB, says updates to properties and unique activities can make a difference in a market like Branson.

“When there are new attractions, shows and family things to do, visitors will seek what’s new,” Berry says. “Americans like new things, and they like to be entertained.”

Atchison says staff longevity also contributes to the success of the property. While there are seasonal employees, he says 40 percent of the year-round, full-time employees have been on site more than five years, and management expects that percentage to rise this year as more employees hit that five-year mark.

“We have a lot of dedicated and passionate associates,” Atchison says, “some (who have) been here since the property opened.”

That dedication to the job translates to consistent customer service, which brings in new customers and draws back repeat customers.

Resort management projects revenues to increase 10 percent in 2010, Atchison says, declining to disclose revenue figures.

“I know that in these times, that is a lofty goal, but we will have a full season with the Splash-A-Torium and more awareness of the lodges,” he says, noting Welk Theater’s musical guests, such as Tony Orlando and The Lennon Sisters, and its accommodations for Silver Dollar City’s 50th anniversary year. “We’re also bringing Ray Stevens back into the market for the theater, and we are expecting a strong showing.”[[In-content Ad]]