Will new Universal Kids Resort be a local favorite, or something bigger?
When it opens July 1, Universal Kids Resort in Frisco, Texas, will debut as a first-of-its-kind product for Universal: a theme park designed for families with children ages 3 to 8.
Located 30 miles north of Dallas, Universal Kids sits well outside of the U.S. theme park hubs of Orlando and Southern California, yet travel advisors say it will command national appeal.
Curiosity is high. Still, some advisors said travelers are waiting to book until more details emerge.
The Pineapple Paradise splash area will be part of Nickelodeon's SpongeBob SquarePants Bikini Bottom, one of seven lands at Universal Kids Resort. Photo Credit: Universal Destinations & Experiences
The 20-acre park will feature seven themed lands starring beloved characters like SpongeBob SquarePants, the Minions, Shrek and Trolls. At its entrance, a hotel will offer 300 rooms and family suites, dining and an outdoor pool.
"There really isn't anything quite like it in the market today," said Beci Mahnken, owner of MEI-Travel, Mouse Fan Travel and Universal Fan Travel in Issaquah, Wash., whose clients have expressed interest in the park. "For families with younger children, it will deliver the kind of immersive storytelling and themed experiences Universal is known for, but built specifically with them in mind."
That interest hasn't yet translated into bookings. Mahnken attributed that to a lack of general awareness outside of the Frisco area, but she believes that will change once the park opens.
Marvelous Mouse Travels in Huntersville, N.C., has also seen interest in the park, but only after tickets and hotel rooms went on sale and the agency started promoting it.
"Once my agents started promoting it, they received a ton of interest, but I'm not quite sure exactly how bookings are going to pan out," said owner Kari Dillon.
At Jurassic World Adventure Camp, there will be meet-and-greets with baby velociraptors. Photo Credit: Universal Destinations & Experiences
Locals will likely be interested in annual passes, she said, which travel advisors cannot sell. However, they can sell general admission tickets, hotel rooms and packages. (One- and two-day tickets start at $54.99 and $73.99, respectively.)
Academy Travel in Manahawkin, N.J., has taken more aggressive action, said owner and president Lisa Federico.
"Several of our advisors are based in Texas and neighboring states, and they began marketing the destination early while keeping lists of clients who wanted to book as soon as reservations became available," Federico said. "Many of those clients have followed through and booked summer vacations."
While most of the initial interest has come from Texas and nearby states, Federico said she believes the park will have national appeal. Her agency's farthest booking so far is traveling from Indiana.
Mahnken said Universal's recognizable brand would attract air travelers, including families who don't feel ready for a vacation at a larger theme park.
"They would absolutely consider a trip built around an experience designed specifically for their age group," she said.
DreamWorks' Shrek's Swamp will have a Shrek-themed ride, interactive play areas and character meet-and-greets. Photo Credit: Universal Destinations & Experiences
A 'test park' for Universal
Dennis Speigel, founder and CEO of theme park consultancy International Theme Park Services, said Universal Kids Resort could become a destination park and not solely a regional attraction. Typically, regional parks attract guests who live within a 250-mile radius. He believes Universal Kids will cast a wider net.
"I think people are going to want to come out and experience it," he said.
Speigel characterized it as a "test park."
"If this works in Frisco, Universal can do this in L.A., Chicago and New York if it's working," Speigel said.
Mahnken similarly said that Universal could expand the concept. "It's a fascinating way to introduce younger families to the Universal brand and potentially create lifelong fans," she said.
While the industry waits and sees if Universal Kids will have a national pull, the park will certainly draw from Texas and surrounding states.
Federico views the park as "a tremendous opportunity for the drive market." Many families are looking for vacation options that are drivable because of the high cost of air travel, she said.
Young children and their traveling companions are certainly the primary audience. But Federico identified another potential market: adults who grew up with the brands featured in the park, like SpongeBob, Trolls and Jurassic Park.
"For many guests, the park offers a sense of nostalgia and a chance to reconnect with characters and stories they enjoyed growing up," Federico said.
The Universal Kids Resort Hotel will have family suites. Photo Credit: Universal Destinations & Experiences
For most guests, she suggests a three- or four-night stay. However long guests opt to stay, the experience will be a new one, something Mahnken is excited about.
"I think the biggest thing is that Universal Kids Resort doesn't need to be compared to existing theme parks to be successful," she said. "It's trying to fill a different niche. Families today are looking for experiences that fit their time, budget and stage of life, and this has the potential to meet a need that isn't currently being served. That's what makes it such an interesting project to watch."