The Viacom-owned, kid-targeted network has a deal to roll out a slew of Nickelodeon Resorts by Marriott. The cable net has been trying to boost its appeal as an ad-sales medium for families by
attracting advertisers in various categories, such as autos, that want to reach adults through kids.
The agreement for the family-oriented--although said to be upscale--resorts
involves the Nick/Marriott co-branding alliance and a large developer, which is expected to provide $300 million in initial financing.
The first venue, likely a 650-room resort in San Diego to
open in 2010, will have a water park and other "interactive" experiences, some revolving around Nick characters such as Dora the Explorer and SpongeBob. The venues are supposed to be "self-contained"
attractions.
The other 19 sites could extend outside the U.S. to the Caribbean, Europe, the Middle East, and beyond. Nick has reach in some 135 countries.
The company's current hotel
interests are Nickelodeon Family Suites by Holiday Inn property in Orlando, which is near competitor Disney's Florida theme parks. ((Nickelodeon-branded rides linked with its on-air characters also
exist at the former Paramount Parks, once owned by Viacom. In 2008, a Nick-branded theme park will open at the Mall of America in Minnesota.)
Officials involved in the project said the future
resorts may attract young adults and conventions, a market that Disney theme parks also pursue.
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