FUNWORLD....

BAHAMAS BEHEMOTH RESORT:

PARADISE ISLAND'S ATLANTIS

Is it a resort or is it an amusement park? It's a little (actually a lot) of both. It's seemingly a hint of things to come in the Caribbean and elsewhere, as resorts and amusement parks (or combinations of the two) vie for entertainment dollars. Not all planes heading south with fun-minded passengers head to Florida. Some now land in another sun and fun paradise.

Atlantis, Paradise Island, the most expensive resort development ever attempted in The Bahamas, opened December 22, 1994 with something no other resort can claim--a living, 3.2 million-gallon saltwater habitat, the largest outdoor open-air aquarium in the world. It's the calling card of this $250 million combination Sun International resort/amusement park that melds the 14-acre "Waterscape" with a grand 1,870-room (and growing) hotel, casino, and conference center complex.

WATER, WATER, EVERYWHERE

Designed by a team of international experts, including the architecture firm of Wimberly, Allison, Tong & Goo, and created by Rock & Waterscape Systems and Cloward Madden and Associates using the latest technology, the fabulous water world of Atlantis is on a scale that had once never been imagined for a resort. There are six exhibit lagoons, including a Predator Lagoon & Reef with huge sharks, rays, and barracudas; several smaller interactive aquariums; more than 40 waterfalls; five swimming pools; two underground grottos (for underwater wildlife observation); an underwater clear pedestrian tube for up-close and personal views of sharks and other marine life); a suspension bridge; and many artificial coral reefs.

Waterscape director Steve Kaiser says, "I think they've done a really good job of creating an environment that makes people feel like they're underwater without gtting wet. It's that 'dry' scuba dive that you've always wanted to try. In fact, it's probably one of the best dives that you'll ever go on with all the sharks, barracuda, rays, sawfish, and thousands of beautiful tropical fish."

Atlantis even has its own fish curator, Dave Wert for the 13,000 fishy guests representing more than 100 species. More than three gallons of water is recycled four times a day to keep them all happy (including the curator and all of the Atlantis guests who come to see the underwater guests).

Special lighting, including fiberoptic backlights, of all the exhibit areas provides a dramatic accent to the variety of marine life on display. Hot lights facilitate excellent viewing, even during the evening hours, and, at night, strategically placed lights create the effect of a starlit sky. The number of guests roaming the Waterscape at night attests to its 'overnight' success.

Along with director Steve Kaiser, 16 other full-time resort employees head up the aquarium staff, including an assistant curator and lab technicians. All are also certified scuba divers and are continually involved in catching marine life of all varieties for the resort's displays. "We want the fish (and our visitors) to be happy with the environment we've created and maintained," says fish curator Wert.

Complementing and enhancing the water world of Atlantis, award-winning landscape architects Edward D. Stone and Associates designed four acres of tropical landscaping to surround the Waterscape. At a cost of $3 million, more than 2,000 trees have been planted, representing more than 500 species and the work of four nurseries. Special disease resistant palm trees were flown in from Jamaica and some 500 trees that were removed to avoid damage from construction were eventually replanted.

"As amazing as it sounds, Atlantis is not a fantasy," says Sol Kerzner, Sun International's chairman. "We didn't create a make-believe world. What we've done here is enhance reality with an entire universe of experience--the world of the oceans--available for the interactive enjoyment of everyone, regardless of size, age, or physical abilities. What used to be only available to scuba divers is now available for the enjoyment of all our guests, on a scale they can hardly imagine."

The six exhibit lagoons at Atlantis vary in size and character, each carefully designed to showcase specific species of marine life. Along with the clear pedestrian tube, the Predator Lagoon & Reef's 90-foot swinging suspension bridge is very popular draw to guests. The cable-suspended bridge is constructed out of bamboo cane poles, timber, wire cable, and hemp rope. It provides an excellent view of the north end of the resort and a series of waterfalls that provides a tropical island ambiance and, behind the scenes, provide the crucial service of cooling and maintaining optimal temperatures for the seawater flowing through the lagoon.

In addition to the Predator Lagoon & Reef, the Seagrapes Lagoon displays colorful fish, spotted eagle rays, and stingrays. One of the best viewing areas is the Seagrapes Tunnel, an authentic replica of the coral caverns and caves of The Bahamas. Guests stroll along the 300-foot walkway and have several underwater viewing stations, as well as shallow pools, where fish can be observed closely.

The Water's Edge Lagoon is home to a variety of easily recognizable favorites, such as small cow-nosed rays, surgeon fish, bonefish, and bonnet head sharks. There are also areas dedicated to rays and a concave bubble observation area.

WATER FUN FOR HUMANS, TOO

Atlantis may have some 35,000 pounds of fish in residence at any given time, but the biomass of Atlantis's human guests is even larger. They, too, have lagoons, pools, slides, and rides to frolic in on a scale that few other resorts can offer.

The freeform River Pool and Lagoon Pool combined offer more than 32,000 square feet of freshwater swimming. Guests can sunbathe and relax on lounge chairs with plush terry towels in between cooling plunges in the pools. A third pool, reserved for lap swimmers, is also quite popular with fitness fanatics.

Meandering through the Waterscape is the Atlantis Lazy River Ride, a gentle current that propels guests along as the 'river' winds around for a quarter-mile. Tubes are made available to guest to enjoy this busy attraction.

For the little human guests, there's a supervised children's pool. Connecting the children's area to other water facilities, a novel Goombay Baths & Slides features three shallow spa pools connected by water walkways and computer-controlled geysers, fountains, and other surprises that erupt from all directions, keeping kids of all ages amused. One pool is beneath a waterfall, while another one has playful mushroom fountains.

Of course, guests at Atlantis can also swim in saltwater. The Cascade Lagoon contains a series of connected pools that tumble from one to another. The Paradise Lagoon is an eight-acre natural saltwater lagoon with depth of 15 feet and a floating platform. From its sandy beach, guests can enjoy swimming, sailing, windsurfing, snorkeling, and up-close contact with some of the lagoon's many tropical fish.

LOVE YOUR MOTHER

Mother Nature is loved at Atlantis and they've made her a selling point. Eco-tourism is big business and nature-lovers love what they've done (and haven't done with Mother Nature on Paradise Island).

"Our goal at Atlantis is to generate maximum awareness of the need to preserve the world's ocean environments and their immense variety of marine life by creating an educational and highly enjoyable vacation experience that is unlike anything else in the world," says Kerzner.

A valuable stretch of dunes, which border the resort, is being replanted and restructured to encourage its long-term viability. The dunes had eroded severely over the years, but by planting such vegetation as sea grass and sea oak and gradually reducing the current steep incline of the dunes, the area will be maintained in a viable equilibrium and a new habitat for plants, birds, and animals will develop.

On the aquarium side, Rock & Waterscape Systems developed completely safe man-made stone, rock, and coral formations. They even created non-toxic coloring agents for the water.

"It may appear to our guests that everything about the Atlantis Waterscape was created by Mother Nature," says Kerzner. "In fact, the planning, technology, and scientific knowledge that has gone into building and maintaining this complex of lagoons, pools, and waterfalls is extraordinary. We have an enormous responsibility to create a safe and healthy environment for marine life on display. Sometimes that means clever tricks, like disguising the circulation system to look like waterfalls."

THE RESORT LIFE

Of course, the main goal of Waterscape is still to attract guests to stay at the resort. But the resort is also an attraction in its own right.

Atlantis offers completely renovated accommodations options in a variety of styles, ranging from high-rise towers to beachfront villas. Most guests at Atlantis arrive at one of two lobbies and are accommodated in any of three areas--Coral Towers, Beach Tower, and the Villas. New guest room decor integrates tropical colors and textures with Caribbean-style comfort. Most rooms have new aquatic-themed bedspreads in vibrant coral colors, with warm sea green and soft turquoise accents. There are also special suites and VIP concierge service available to guests. Each room has a television with three Atlantis-based stations 'marketing' the resort and its activities and amenities.

Sun International also purchased and refurbished the nearby exclusive Ocean Club, offering an even more upscale accommodations offering to Atlantis visitors. The colonial-style clubhouse, high-ceilinged rooms, elegant service, and the preserved Versailles Gardens make the Ocean Club a special draw.

Besides Waterscape, entertainment at Atlantis includes a world-class casino with 800 slot machines, baccarat, blackjack, roulette, and craps. "Atlantis is a perfect example of how most casino resorts in the Caribbean are comparable in every way to major metropolitan operations," says Richard Henderson, casino manager at Atlantis. Of course, this means additional entertainment revenues for Atlantis, as guests spend most of their time and money right at the resort.

The Atlantis Showroom draws guests with a glittering aquatically-themed $1 million revue, called Sunsation! at Atlantis, adding further to the total entertainment package offered by the resort. The Joker's Wild Comedy Club showcases headliners from the U.S., as well as up-and-coming comedians. The Sports Bar, just off the casino floor, is among the resort's many popular areas for socializing and refreshment.

Special events also draw guests. Past events have included "Atlantis Bahamas Super Boat Challenge," "World's Strongest Man" competition, the LPGA Paradise Island Invitational Golf Tournament and World Boxing Union Lightweight Championship fight.

Sports at Atlantis also includes golf on the resort's 18-hole championship courses, often rated as one of the best in the Caribbean, tennis, scuba diving and snorkeling, windsurfing, sailing, and boating.

Of course, food plays an important role in keeping guests (and their dollars) on the property. Incredibly, there are 12 refurbished restaurants at Atlantis. The two mainstay dining venues, Seagrapes (all-day marketplace buffet) and Water's Edge (healthy dishes from Italy, Greece, Spain, and North Africa), provide an appealing variety of dishes from many parts of the world and magnificent setting overlooking the lagoons, pools, and beach areas.

But there's also a Bahamian Club (British-style steakhouse); Boat House Grill (seafood and steaks from tableside grills); Cafe Casino (New York deli food); Cafe Martinique (French cuisine); The Cave (a casual Bahamian cave); Mama Loo's (Chinese with a Bahamian twist); Lagoon Bar (deli sandwiches with a view); Villa d'Este (Northern Italian); Overlook Cafe (more sandwiches and views); Courtyard Terrace (elegant garden setting at Ocean Club); and Club Paradise (Bahamian-American cuisine with a touch of the southwest, located at the sister Paradise Paradise Beach Resort). Atlantis officials have made it even more attractive to done on-property by offering several money-saving meal plans.

From the casino chips to the creative chefs, guests have many reasons to stay on the property. Thus, most of their vacation dollar goes right to the resort. That's something to make many other resort and amusement park officials green with envy.

Rich Cortese, vice president of operations for Sun International Bahamas, says, "Guest reactions to the new Atlantis are very, very favorable. We are well on our way to being a world-class destination/resort. Guests feel that the product is an outstanding one for the price paid."

BRING THE KIDS

In most ways, amusement parks exist for families. Many hotels resorts have targeted the same market, with Camp Hyatt a primary example of the 'buying power' of kids.

Thanks to Waterscape and many other amenities, it's only natural to bring the kids to Atlantis. What's unique about Atlantis is that families can't drive there like they can to Walt Disney World, Busch Gardens parks, Sea World wonders, and other amusements parks and themed-resorts on the mainland U.S. Of course, once you get them there, people tend to stay longer and spend more than they would at one individual U.S. property.

But Atlantis has succeeded in drawing families with value-packed air-inclusive packages that are seemingly as inexpensive as a driving vacation to Florida and other fun-in-the-sun destinations. Though Waterscape may not be the sole reason for family bookings, it certainly helps once they book and bring the kids.

"When we set out to build Atlantis, we had one important goal--to create a family vacation experience that was completely relaxing for everyone, regardless of age," says Sol Kerzner. "That's what we call a family resort. Given our situation on one of the world's most beautiful beaches, it was only natural to focus on the incredible world of the ocean and all its amazing varieties of creatures."

Along with all that wet and wild Waterscape offers children, the Camp Paradise program provides an added bonus to families. This special supervised children's program provides a place where kids can share snacks and informal meals in an upbeat atmosphere with their peers, as well as a comprehensive schedule of activities for ages five through 12.

Swimming and searching for buried treasure, authentic Bahamian crafts and story telling, nature walks, and first-run movies and cartoons shown in the camp's own theater are among the possibilities. Other options include Nintendo, Sega, and other computer games, air hockey, face painting, talent shows, sand castle building, and ice cream eating contests. The 3,000-square-foot camp even has its own mascot, a Bahamian crab. The program is available in the evening during peak season. Special meal plans are also available for families and individual children.

Waterscape and Camp Paradise both serve to keep kids (and parents) happy. The resort/amusement park combination creates an environment for a perfect family vacation.

THEME ME UP, MON

The success of Atlantis hasn't made it a household name, but advertising, public relations, and word-of-mouth from first-time and repeat guests is taking it in that direction. Though the resort may never achieve the retailing stature of Disney and other amusement parks, Atlantis-themed shopping has become big business right at the resort.

The Atlantis Logo Shop just off the casino seemingly sells everything with a sea or Atlantis theme. You'll find t-shirts, coffee mugs, key chains, polo shirts, swimwear, and much more. Most of it has a marine life theme and virtually all of it has the Atlantis name and logo placed prominently somewhere on it. In addition, as has been noted, the entire resort features marine themes throughout, making that cute dolphin t-shirt with the Atlantis logo seem like an ideal purchase.

As with Disney, guests returning from Atlantis become walking (and talking) advertisements for the resort. Again word-of-mouth (and t-shirt) can mean many guests for the resort. The themed retail sales don't hurt the bottom line either.

BAHAMAS SUN

This is the first venture across the Atlantic for Sol Kerzner and Sun International. Sun International has 11 resorts and casinos in Europe, Africa, the Indian Ocean island of Mauritus, and other locations.

Before Atlantis, Sun International's biggest project was the $267 million African-fantasy theme resort, the Lost City at Sun City in South Africa. This resort is a huge success and has been saluted as one of the most unique resorts in the world (perhaps now challenged by Atlantis).

With the completion of Lost City and its internationally-acclaimed hotel, The Palace, Kerzner turned his attention to international development. With the acquisition of Paradise Island Resorts from U.S.-based Resorts International, Kerzner and Sun International gained a foothold in a new market (the Mohegan Sun Resort, offering a spectacular casino in Uncasville, Connecticut officially opened on October 9th).

Along with expanding into the U.S. market through Connecticut, Sun International is even expanding right on Paradise Island. They recently announded that the company had acquired the 564-room Pirate's Cove Holiday Inn (increasing the total room count to 1,870). The name of the hotel is now Pirate's Cove Beach Resort. In addition, Atlantis will soon break ground on their fifth Paradise Island property, a deluxe 1,200-room resort, and recreation facility targeted for completion in 1998.

The theme-based Atlantis is sure to draw many visitors from North America, introducing them to the Sun International name. It will also draw Europeans already familiar with lavish Sun resorts. The sun in the Bahamas (and the Western Hemisphere) will never quite be the same.

REAPING PUBLIC RELATIONS REWARDS

In some ways, words and pictures can't do justice to Atlantis and the Waterscape. You have to see it to believe it. But the main goal of travel public relations is to use words and pictures to convince consumers and travel agents to book vacations and M. Silver Associates has done just that, as Atlantis has reaped the rewards of their public relations successes.

New York-based M. Silver knows travel and they've used this expertise and experience to help Atlantis achieve incredible amounts of attention in the media. With high-profile clients like Greater Fort Lauderdale, Thailand, American Express, and many others, this public relations firm knows how to get their clients in the news and customers on the books.

Atlantis presented many challenges to chairman and CEO Morris Silver and his staff. He says "You have to understand which segments of the travel market and media you need to reach and how to effectively reach them. You have to have the versatility to help create, not just promote, travel products and services, and the flexibility to work with clients whose needs and demands are continually changing."

When it comes to Atlantis and the Waterscape, M. Silver Associates seemingly understood their client perfectly. President Virginia Sheridan notes, "The rapidity of construction and the launch of the resort brought with it a huge additional challenge--to establish, with the same urgency and speed, Sun and its Paradise Island product as unquestionably the first five-star mega-resort to be built in the Caribbean in more than two decades."

Sheridan found that the resort and agency also had to overcome the negative perceptions that had been associated with an aging (but now transformed) product, create a presence for Sun International (virtually unknown in North America) as a premier resort operator, build a sales inventory from scratch, raise the ADR, and work within the confines of a pre-opening budget.

She continues, "It was the job of public relations to create an immediate awareness and consumer-drive desire for the resort through the dissemination of news releases, press visits, radio remotes, on-site TV broadcasts, press conferences, management interviews, on-site TV for guests, fashion shoots, game show promotions, media and retail promotions, satellite media tours, sales mission support, and celebrity visits."

M. Silver Associates placed focus on the resort's multi-appeals, including the Waterscape, the refurbished resort, the aquatic theme throughout the property, the dining, the casino, golf, and the huge appeal to families. The precedent-setting exposure for Atlantis and accompanying occupancy rates exceeded all expectations.

Sheridan says, "Of course, the Waterscape is a big part of the pulling power. Aquariums are becoming more and more creative and the Waterscape stands apart for its imagination and the imagination of Sol Kerzner, as well as an indication of how a resort can bring a leisure-time learning experience to its guests in terms of natures and its wonders."

At the resort, Atlantis's director of public relations, Sandra Eneas, has seen what aquarium attractions like Waterscape can do for a resort. With the resort (under several ownership groups) for more than a decade, she says, "The resort today is undistinguishable from 10 years ago. The idea of combining a natural-looking reef with the fish and coral has added a dimension that makes a first-class resort a unique destination." It's certainly made the property a better PR story for M. Silver Associates and Sandra Eneas.

ADVERTISING ATLANTIS

The advertising campaign of Fort Lauderdale-based Harris, Drury, Cohen was all wet...and an absolute winner. "The one feature that we felt was most unique is the Waterscape that brings sea life into the property. The theme line we created for our advertising to position the property in the consumer's mind is 'An Ocean Runs Through It.' That says it all," relates partner Stan Harris. The campaign and its water-based themes have obviously made people come through it.

From fish to fun, the principals at Harris, Drury, Cohen believed Waterscape held the key to their campaign. As with M. Silver Associates on the PR side, Harris, Drury, Cohen brought lots of travel experience to the table, with clients like Greater Fort Lauderdale, the Cruise Line International Association, and Value Rent-a-Car.

"Waterscape gave our campaign a uniqueness that no other island resort could match," says the firm's Mary Beth Williams. "From direct marketing campaigns to billboards to travel trade shows, we used Waterscape to increase awareness and communicate the uniqueness of Atlantis."

As with many resorts and amusement parks, their target markets include ages 35-54, families, and $75,000+ incomes. Their marketing efforts have focused on the northeast U.S. and the south Florida segments. Packages targeting these demographic groups have included "Super Vacations," "Honeymoon in Paradise," and "Golfer's Paradise".

All of this targeted advertising and public relations is obviously working. Cortese, a Hyatt Resorts Caribbean veteran who knows the market well, says, "Our occupancy figures for the first year were better than expected and we've been running 90%-plus occupancies for 1996." Those are figures that will make many hoteliers take amusement parks as a very serious way of filling rooms. Conversely, amusement park executives will seriously look at on-property accommodations options.