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Great Wolf Lodge reports $4 million capital investment, room upgrades and marketing gains
Summary
Brianna, general manager at Great Wolf Lodge, told the board that the lodge invested about $4 million in 2024, plans HVAC and room upgrades in 2025, opened new food-and-beverage concepts and saw marketing lift from a ‘Wolf Out’ campaign that increased awareness about on‑site offerings.
Brianna, general manager of Great Wolf Lodge Gurnee, told the Village of Gurnee board on Feb. 24 that the resort invested about $4 million in capital improvements last year, will replace rooftop HVAC units and complete room upgrades in 2025, and is expanding on-site food, beverage and retail offerings.
Brianna said the lodge completed most of its roof replacement and purchased new laundry equipment and a truck for property operations. Inside the water park the resort opened a new outlet, Timber’s Tacos, which Brianna said helped generate roughly $1 million in incremental sales for the property. She said the lodge will replace all 19 rooftop HVAC units (project cost over $2 million), switch sand filters to defender filters to improve water quality, repave the parking lot and install luxury vinyl tile (LVT) flooring and new mattresses in all 414 guest rooms during 2025.
On marketing, Brianna described a national “Great Wolves” and “Wolf Out” campaign that aims to raise awareness that guests can spend the entire stay on property; she said the campaign produced a 5% lift in measured awareness (YouGov) and better engagement on digital landing pages. She described partnerships that include recruiting and engagement with Warren Township High School, the College of Lake County and a national marketing partnership pilot with Hilton Grand Vacations that provides return‑stay credits to guests.
Brianna thanked village staff and first responders for local support and said the lodge participates in community events including Gurnee Days, trunk-or-treats, food bank donations and the Lake County Bridal event. She introduced Jeanette, director of sales and marketing, who joined her for the presentation.
