NEWS: Roller Coaster Success Story

[PhishyBrewer]

Roller coaster success story

 

Krantz family makes fun their business at Adventureland

 

By VANCE HAWTHORNE

REGISTER BUSINESS WRITER

July 25, 2005

Jack Krantz made his debut into this world in the year the Great Depression began. But that era certainly didn't hinder his dreams.

 

After graduating from North High School in 1946, he started a home-improvement business, later expanding into home building.

 

As the corner turned into the 1970s, however, his entrepreneurial instincts alerted him to a huge gulf.

 

"I always enjoyed amusement parks," recalled Krantz, now 75, "and it was one thing Iowa did not have. I thought it would be a good thing to build in Iowa."

 

More than three decades after diversifying into the business of fun, his Altoona empire - 164 acres encompassing Adventureland Park, Adventureland Inn and campgrounds - is firmly established as an Iowa and Midwestern tradition. As an independent, family-owned theme park in an $11 billion industry, 10 members of the Krantz family, through three generations, are intimately involved in the business. Most started when they were about 12 years old.

 

"Noncorporate theme parks are very much alive and well," said Beth Robertson, spokeswoman for the International Association of Amusement Parks & Attractions. "They represent a really thriving segment of our industry."

 

When competition for the consumer's entertainment dollar is more fierce than a piranha feeding frenzy, a record 553,000 visitors streamed through the turnstiles during last year's 100-day season at the Altoona amusement park. For the full year, about 750,000 people visited the park, campgrounds and Adventureland Inn.

 

"We have one of the deepest market penetrations for the available market," said Krantz. The Omaha market makes up 18 percent of Adventureland Park's annual customers, while 15 percent come from western Illinois.

 

"There's a good many people vying for the entertainment dollar now that didn't exist back in 1974-75," said Krantz, ticking off a number of metro-area attractions, including next-door-neighbor Prairie Meadows.

 

Tourist destination

Adventureland has become a tradition and a tourist destination, he noted. Case in point: Adventureland's busiest time is during the Iowa State Fair, which doesn't siphon off the park's customers.

 

"It's vacation time, usually with a week or so before school starts," Krantz said, so visitors take in both venues.

 

Adventureland bills itself as "Iowa's largest and most complete family resort complex."

 

"That's our market - mom and dad and the kids," said Krantz. He includes grandparents in that mix, knowing that they need a fun place to take their energetic grandchildren. Krantz and his staff ensure there's something for grandma and grandpa to do. He said people would be surprised how many seniors enjoy the rides, but there is a four-piece band that travels throughout the park entertaining people..

 

The lineup includes several live acts - among them a magic show, circus and gospel and contemporary bands.

 

"One reason that customers find enduring appeal" in theme parks like Adventureland, said Robertson, "is they often offer a more intimate experience by creating a feeling that 'this is your neighborhood park.' "

 

Corporate outings

Adventureland also includes an open-air and enclosed picnic area that is often used by companies bringing employees to the park for the day. Corporate outings generate nearly a third of Adventureland's revenues, Krantz said.

 

Krantz doles out praise to his loyal staff, some of whom have been with him for 30 years or more.

 

"If you see a turtle on top of a fence post, he didn't get there by himself," said Krantz. "The success of a company like this is the people who work with it."

 

From the start, Krantz calculated a backup plan that combined the concept of a theme park, hotel and campground.

 

"We looked at it as our insurance policy to have the hotel and campground, because if it happened to rain that day, they are already here. (But) if we had to wait for them to leave home to get here, they probably wouldn't do it.

 

"It was just a plan that the three things would mesh," continued Krantz. "And they have."

 

Krantz said a unique element of the theme park industry is the lack of competition.

 

"Nobody is in real competition with one another because we're far enough apart," he said. Thus, it is common for them to assist their colleagues and share ideas that have been successful.

 

Krantz has been assisting Wichita, Kan., businessman Thomas Etheredge , who plans to open Kansas' first major theme park, Wild West World, in May 2007.

 

"He has been so generous and kind and helpful. We're really impressed by him," said Orin Friesen , a staff member of Wild West World's owner, Restoration Farms Inc. Friesen said Etheredge recently visited Adventureland, and the entire Wild West World staff plans to visit over Labor Day.

 

Krantz also said he assisted Valleyfair amusement park owners before its opening in 1976 in the Minneapolis area.

 

He adds a new ride to Adventureland about every other year and continues to upgrade. He said Adventureland has 14 acres left for future expansion.

 

Krantz said he fends off would-be suitors, such as corporate theme park chains.

 

"I never considered selling the company because I've got so many family people involved in the company," Krantz said. "They have devoted their lives to it, and we will continue to be a family park."

 

The whole story and pictures available at http://desmoinesregister.com/apps/pbcs.dll/article?AID=/20050725/BUSINESS02/507250302/1029/BUSINESS

[Damien666]

Thanks for the story!

Adventureland was my hometown park,I used to love it as a kid.

The Outlaw was my favorite wooden coaster there!