In late 2008, amidst one of the worst financial years in U.S. history, Wisconsin Dells entrepreneur Todd Nelson gambled big and doubled down.

While other Dells resorts were slashing costs and mothballing future projects, Nelson’s Kalahari resort was installing a six-story indoor Ferris wheel, a two-story elevated go-cart track, two 32-foot climbing walls, bowling lanes, mini-golf with waterfalls, rope trapeze and other African fantasy adventures in a $20 million indoor amusement park spectacularly enclosed in glass.

At night it beckons motorists traveling along Interstate 90/94 with a sensational display of flashing lights.

The addition has brought new zeniths of glitz to the Wisconsin Dells, rooted in Nelson’s belief that building big and bigger will fill his coffers faster than cutbacks. Building as though the economy is flush is exactly the kind of trickle down that works, he believes. “The park has been a huge hit with our guests; they all love it. We cater to all age groups,” he says.

Customers rewarded him quickly. Since its grand opening last December, Kalahari’s new park has increased business revenue and welcomed over 280,000 patrons, Nelson said, all paying a separate admission charge. According to Kalahari’s Web site, resort guests pay an extra $14.95 to $19.95 to enter the additional theme park, depending on the day; outside patrons pay from $19.95 to $24.95. Children age six and under enter for $9.95 at all times.

The resort entertainment business was among the first to be scorched by the ripple effect of economic meltdown and the near instant back draft of consumer pull back. With markets and consumer spending in a negative freeroll, analysts’ warnings of caution have dead-stopped hotel and resort expansion dependent on bank financing.

But Nelson continued to think expansion. Last February, he brought in superstar rapper M.C. Hammer to launch the opening of the VIP lounge located at the top floor of the indoor theme park, and added 200 new jobs with plans for 200 to 300 more throughout the year.

“The indoor theme park has provided the Kalahari resort with the ‘wow factor,’ and we can now feature all our amenities under one roof,” says the operation’s new chief operating officer, Josef Haas.

Future plans include opening a third Kalahari resort in Fredericksburg, Va., compelementing the Kalahari resort that opened in Sandusky, Ohio, in 2005.

By Eva M. Neterowicz