Black's magic: Michael Black's business savvy has kept Wet 'n Wild at the fore.(Best Waterpark Manager)(Brief Article)

When Michael Black became general manager of Wet 'n Wild in 1993, the park was at a crossroads. New parks front Disney, Sea World and Universal were giving the worlds first waterpark a run for its money.

Black determined to up the ante.

He started with a major investment: $7.5 million, which was used to buy 5 acres of land and build the largest ride in the park's history. Dubbed The Surge, this ride rose five stories high and forever changed the look of the park--and left no doubt about the park's place in the industry.

From there, Black set about to make sure the park was a "must-see" attraction for tourists. He lobbied to get the park on directional signs from the airport and interstates. He also set up key collaborative agreements with the other major theme parks to create a two-week ticket that gives unlimited visits to all the major theme parks in the area.

Then he came tip with an innovative way to lure locals without overloading the park on busy weekends: The Weekday Annual Pass for Florida residents. That initiative now accounts ...