Photo Credit: Charles Davis Smith
The face of community pools has changed significantly over the past 30 years. In the 1980s, pools were rectangular bodies of water with a deep end, a shallow end, and a diving board. Now, leisure pools can vary in size and depth, and typically include amenities such as waterslides, spray features, tipping buckets, and continuous rivers. A facility may be packed during the summer and between 4:00 and 8:00 p.m. during the week, but what about the rest of the time? The pool is sitting there, becoming quite expensive, and revenues remain stagnant. Where are all of the potential users hiding? While the amenities in the typical leisure pool have changed, public perception has not quite caught up. In addition to maximizing pool use by finding non-peak users, identifying alternative funding resources and programs can provide additional revenue and more flexibility in offerings.
Non-Aquatic Sports Teams
A huge benefit to aquatic sports is that it is more difficult for participants to overheat in the water, and the sweat factor is significantly reduced. When temperatures soar, providing a space for non-aquatic sports teams—football, baseball, and soccer—to exercise and train in pools provides an additional revenue source. The space is typically timed prior to the release from school, when staff is already in the facility preparing for swim lessons or swim-team practice. Merely adding one lifeguard to the schedule for a few hours that day increases revenue greatly, while minimally increasing expenditures. Many teams enjoy swimming laps or walking against the current in a continuous river for strength training.
Homeschool Groups
Many homeschool families join agencies where they check in, are provided curriculum, and are accountable for their work. Oftentimes, there is a physical-education component required, for which the agency or state reimburses the family. Since these schedules are typically more flexible, private or group lessons can be put together during off-peak hours. Partnering with an agency will provide a free marketing outlet and direct business to the facility without spending marketing dollars. Once word of mouth travels, you will have a booming mid-day swim-lesson program.