By CHRIS AGEE
Expansions are underway on two fronts for Famous Mineral Water Company, manufacturer and bottler of Crazy Water.
Co-owner Carol Elder spoke to the local Kiwanis Club this week about the bright future of her company, beginning with an update on the mineral baths first offered last October.
She explained the baths were part of the company's initial business plan 12 years ago, though the overwhelming popularity of Crazy Water's four distinct varieties of bottled mineral water put that service on hold.
Elder said the company started with one bath, but support from clients means growth is imminent.
"We researched a little bit," she said. "We decided to take a baby step towards mineral baths."
The tub room is adjacent to the company's headquarters at 209 N.W. 6th St., and provides a mineral soak in Crazy Water No. 3, which contains the second-highest level of minerals among the brand's four varieties.
"You don't need anything else in there," she said, noting clients have described feeling "almost buoyant" in the mineral-rich bath.
While trying to keep the experience authentic to mineral water's heyday in this community, Elder said one feature – a flat-screen television mounted on the wall – brings a modern touch.
An expansion into a nearby rock house are in the planning stages, she said, explaining the company would like to transform it into a mineral bath house offering massages and other services with the possibility of including guest rooms.
Elder also explained bottled Crazy Water has experienced recent popularity, thanks in part to expanded distribution and endorsements from athletes and celebrities.
Half-liter bottles now feature updated labels, she said, and highlight the endorsements. Elder expressed gratitude for the company's spokespersons, explaining Famous Water does not pay for endorsements.
Since being featured on a recent episode of The Travel Channel's program "Ghost Adventures," Elder said the company has experienced another spike in brand recognition and customer demand.