CHARLOTTE - As temperatures soar with only a smidge of rain to cool things off, people are flocking to the U.S. National Whitewater Center west of Charlotte, maneuvering the rapids, scaling a climbing tower and buying souvenirs and food.

But even with more than 90,000 visitors at the park this month, the center already has lost more money than projected in its first year, making it more likely that public money will be needed to fill the gaps.

The biggest challenge has been meeting revenue goals for the biggest part of its business -- kayaking and rafting. In the park's first eight months, whitewater activities took in about 40 percent less than projected.

Operators are still learning what works since opening in November.

They have spent nearly $300,000 more than projected on salaries but made twice as much as what they had planned at their restaurant/bar, The Eddy, according to documents released at the Observer's request. The center, which hadn't predicted any profit from mountain bike rentals, also has made about $10,000 on that this year.

"There's definitely a buzz about (the center) that's mounting," said Jeff Wise, executive director. "Our task is converting that into more dollars."

The restaurant sales show people are coming to the park, Wise said. They just aren't rafting enough.

Rafting, expected to be 50 percent of the center's annual revenue, was projected to bring in $1.6 million this year. It made only $964,000 through June.

Wise said some people are afraid of rafting because they mistakenly believe it's only for skilled paddlers. The staff is working to find more ways to accommodate beginning rafters. The center this summer also has nighttime rafting -- a hard sell for folks in Charlotte, who mostly come to the center on weekends, Wise said.

Support from public money

The whitewater park, off a winding road 11 miles from uptown, is a private nonprofit organization run by Wise, who answers to a board of directors. In addition to paying to kayak or raft, residents can walk, hike or ride their own bikes for free at the park. The center also has a conference center that has been booked most of the summer.The center was built by private developers on county-owned land. Six governments from Mecklenburg and Gaston counties pledged up to $12 million to pay operating costs in case of shortfalls during the center's first seven years.

Charlotte pledged $2 million, not to exceed $285,700 a year. Mecklenburg pledged $7 million, or up to $1 million a year.

The pledges are to be a safety net for the center, which was estimated in 2003 to cost about $21.5 million to build. That increased to $38 million.

The center is projected to lose about $1.7 million at the end of its fiscal year Oct. 31. So far it has lost $2.1 million.

"This is just a snapshot," Wise said. "Any time you look at a startup, you need to wait to the end of the year."

County officials are planning to contribute to the center this year. But the exact amount from each government won't be known until after an audit is complete by February, said Dena Diorio, the county's director of finance.

The center's contract with the county says Wise is required to provide monthly financial statements. But he does not have to give more details about how he spends money at the center. He declined to explain the rise in salary costs or give a breakdown of who makes what. He also has not provided revenue projections that the county has requested.

Lack of marketing

Last week Sherri Jefferson and Jean Clyburn giggled and hollered at their AT&T co-workers who were paddling along rapids below the outside dining area. Their bosses treated them to a day at the center for doing a good job.

Jefferson and her friends, who had boxed roast beef sandwiches for lunch, said they were surprised at how much fun they were having and how little they'd heard about the center.

"I think they need a little more marketing," said Clyburn, who lives in Mount Holly. "A billboard or commercial or something."

Marketing is one of the many areas area Wise and his staff are working on, he said.

"I think they are doing everything they know how to do to make it right," said Mario Chang of the Mecklenburg County Park and Recreation Department. "For a while, it's just going to be trial and error."

When food and beer sales skyrocketed at the a la carte restaurant early this summer, Wise turned The Eddy into a full-service cafe.

To build business on weeknights, he started a Thursday night concert where people can go rafting, listen to music, drink beer and eat 25-cent chicken wings.

Wise also is hiring a youth-development coordinator to develop more programs for children.

"This is a one-of-a-kind operation. There's no model to follow," Chang said. "It's only until you actually start running it that you know what works."

Getting There

The Whitewater Center is on Hawfield Road. Take Interstate 85 to Exit 29, Sam Wilson Road. Go north on Sam Wilson until it runs into Moores Chapel Road. Take a left on Moores Chapel Road and continue about a mile. Turn right on Hawfield Road and follow the signs to the U.S. National Whitewater Center.

Details: http://www.usnwc.org. u.s. national whitewater center