Facility members and special events are two aspects of aquatic centers that are sometimes at odds with each other. Special events can bring in new people, have a positive impact on the community and provide marketing for the facility. However, special events can also disrupt your members and daily users, and act as a drain on resources. It’s necessary to be able to balance the two in a way that will provide the greatest impact with the least stress for members.
Members and daily guests are the lifeblood of any facility. The vast majority of your facility’s revenue should come from these two sources. So if these two user groups start reacting negatively to your facility, you can have a major problem on your hands. Members and guests are also the ones that you typically have daily interactions with. You develop trust and build relationships with them, and they can provide insight into how the facility is doing. They're more likely to tell their friends about your facility, as they have a vested interest, and want it to succeed almost as much as you do. These user groups are valuable assets for facility managers.
Special events can leave an impact on your facility in a number of positive ways. Typically, special events are fun and draw outside interest from those who may not frequent your facility. This increased interest can get your name out to the masses in a way normal programming can't. They can also have positive impacts on your normal programming. Special events tend to have large captive audiences; this is a great opportunity to market your programs like swim lessons, fitness classes, health and safety classes, etc. to a new audience.
However, special events have their own set of challenges. Typically, they won't be big money makers for your facility. Usually, there are high staff costs for special events to make sure everything runs smoothly, as well as special costs for additional supplies. These can range from relatively inexpensive trinkets and take homes for patrons, to large items like movie screen rentals and licensing fees. Increased costs are usually matched with low price points for admission. Depending on the size of the facility, a full house may still not be enough to break even.
Special events can also be frustrating for members and daily users. Portions of, if not the entire, facility will need to be closed for events. Special events are also typically held during peak hours when the majority of your members would use your facility. This, coupled with larger-than-normal crowds, can be a real turn-off for members and guests.
The key to special events is ensuring there is a balance between accommodating your key users and the special event attendees. Try to plan special events on off hours, or non-peak hours. Hold rentals and events after the facility would normally close or before it would open. Or, try to plan events during times that you see low attendance. It could not only lessen some of the hassle on you, but also provide you with increased attendance at a traditionally low time. Try to emphasize quality over quantity. Members are less likely to be irritated by special events when those distractions are minimized.
Lastly, make sure any special event you schedule is going to bring benefit to your facility. Rentals for swim meets or party rooms typically have minimal staff costs and large profit margins. Special events that bring in a large crowds are great to quickly increase your facility impressions. Make every impression count by creating feel-good moments with events that will have a positive impact on the community.