Splash Kingdom's Journey - From testing
Premium Spaces to $200K+ Full-Lot Parking
After 25+ years of free parking, Splash Kingdom introduced Beacon in 2024 across its family of four waterparks. Starting with a few premium spaces, the parks generated $60K in new revenue without a single guest complaint. The success gave management confidence to expand Paradise Island, their flagship, to full-lot monetization in 2026—projected to bring in over $200K annually.
I’ll be honest—I didn’t think Beacon would work for us. Charging for parking felt like a guaranteed way to upset our guests and create more problems than it solved. But we started with just a few spaces to test the waters, and now we’re rolling it out across the whole lot. Our guests have embraced it, the revenue is real, and the upside is just too big to ignore.
Johnny Blevins, CEO
Splash Kingdom Waterparks
Minimal footprint
Fewer than 5% of spaces at each park were converted into premium parking. Standard guests could pay to park closer, while season pass holders enjoyed the same perk at no cost.
Community impact
A portion of every premium payment supported Mercy Ships, reframing paid parking as giving back instead of just a fee.
Frictionless entry
Guests activated parking by scanning a QR code in their space and entering their plate number—no gates, no lines, no confusion.
No operational strain
Unlike booths or staffed lots, Beacon required no new hires, no gate arm, and no redesign of the lot. The system worked from the moment the signs were put in place.
The Solution
Beacon worked with Splash Kingdom to launch premium parking across their portfolio of four waterparks. The rollout was simple, risk-free, and instantly operational.
The Challenge
For Lost Island, introducing paid parking after decades of free entry wasn’t just a financial decision — it was a reputational risk.
Guest backlash fears
As a local park with a loyal customer base, they worried charging for parking would feel like nickel-and-diming their guests. Free parking had always been a perk, even a competitive advantage, and management feared new fees could hurt attendance, tank in-park spending, and trigger social media blowback.
Operational nightmare
Their lot design made traditional approaches impossible. The distance from the main road to the parking lot was less than 50 feet—booths or gates would have created dangerous backups onto the road. Staffing attendants to collect cash or scan passes wasn’t feasible either; bottlenecks were guaranteed.
Financial risk
Leadership weighed parking revenue against potential brand damage. If guest sentiment turned negative, the losses in ticket sales, food & beverage, and season pass renewals would far outweigh the gains. Parking felt like a riskier bet than a reliable business driver.
The Results
For Lost Splash Kingdom, introducing paid parking after decades of free entry wasn’t just a financial decision — it was a reputational risk.
Proven guest optics
Guests rated the system 4.9 stars on average—unheard of in the parking industry. Since the premium parking spaces were optional, there were zero complaints.
Reliable incremental revenue
Paradise Island alone generated $30,000 from premium spaces. This was entirely passive revenue which did not cannibalize in-park spend or reduce attendance.
Community goodwill
Featuring Mercy Ships on every sign reframed paid parking as giving back. Instead of feeling nickel-and-dimed, guests saw the spaces as an upgrade to their experience and a way to support a great cause.
Future confidence
The test was so successful that Splash Kingdom is now expanding Paradise Island to full-lot monetization in 2026. Management projects $200,000+ in annual revenue, confident the system will scale without blowback or operational disruption.
Ready to transform parking into your park’s next high-ROI department?
Conclusion
Splash Kingdom’s experience proves that paid parking doesn’t have to come with guest backlash, bottlenecks, or brand risk. By starting small with Beacon, they unlocked passive, incremental revenue while building guest loyalty and community goodwill. Now, they’re scaling to their entire lot—and setting a model for other parks to follow.
Ready to see what full-lot monetization could do for your park?
Lost Island’s first season with Beacon proved that paid parking can be introduced without sacrificing guest satisfaction. With virtually no startup cost and none of the headaches of gates, booths, or added staff, the park transformed parking into one of its most profitable operations. Guests embraced the system, staff saved time, and the charitable tie-in with Make-A-Wish Iowa built goodwill instead of backlash.
Call to Action
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The Challenge
Make each section on this page slide over the last one
For Lost Island, introducing paid parking after decades of free entry wasn’t just a financial decision—it was a reputational risk.
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Guest backlash fears: Management worried charging would feel like nickel-and-diming, sparking complaints, social media blowback, and lower attendance.
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Operational nightmare: Traditional systems were a non-starter. Booths, gates, and cashiers would have caused dangerous backups onto nearby roads and required multiple new hires.
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Financial risk: Even if feasible, the infrastructure would have cost over $1M to implement—far outweighing any potential upside.
The risks felt overwhelming, but the need for new revenue streams was growing.
The Solution
Beacon partnered with Lost Island to launch QR-based parking without redesigning their parking lot. The approach was simple, fast, and required virtually no investment:
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Seamless entry: Cars flowed directly into the lot—no stopping, no lines.
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Integrated perks: Season passholders and cabana guests got free parking automatically through Beacon’s integration with Roller.
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Charitable impact: Lost Island Waterpark selected Make-a-Wish Iowa as their charity, donating almost $30,000 by the end of the season.
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Lean operations: One roving staff member monitored parking using Beacon’s Enforcer app, while also helping with bag checks, trash pickup, and guest support.
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Zero startup cost: No upfront fees to Beacon; the park only needed to print parking signs.
This structure allowed Lost Island to introduce paid parking without capital investment or operational disruption.
The Results
Revenue growth: Generated ~$260K in its first season, with projections of $350K+ for 2026.
Startup Cost: Instead of spending $1M+ on gates and layout changes, the system went live for just $2K in signs - what Matt called “insanely low” for such a major new revenue stream.
Faster Flow: Cars never had to wait at gates. Carpooling rose, cutting vehicle count by ~25%.