Title
Sportsplex/Centennial Park Aquatic Center - Membership Crossover
History
In an effort to analyze cross promotional opportunities, the Recreation Department is proposing a crossover promotion to Sportsplex members to increase Centennial Park Aquatic Center (CPAC) membership sales. Staff members have identified Sportsplex members who currently do not take advantage of the Centennial Aquatic Pool as members. This is an untapped market that can be captured with an incentive to purchase a pool membership.
Provided is a spreadsheet that illustrates memberships from the Sportsplex that are part of the potential market for CPAC. In 2009, the Sportsplex & CPAC common & uncommon memberships totaled 91. A 20% discount on CPAC membership is proposed to be provided to those Sportsplex members who purchase a 2010 CPAC membership.
In 2009, there were 91 Sportsplex membership holders that also held a CPAC membership. These members would be eligible for the new discount and would likely take advantage of it. The “lost” revenue for those 91 discounted CPAC memberships would be $2,701.60. To make up this amount with new sales, 21 Family Memberships would need to be sold or as the spreadsheet shows, the amount could also be made up with 15 individual, 5 couple, 7 family and 2 senior membership purchases.
There are 1,512 potential Sportsplex members who could take advantage of this special. CPAC memberships from 2009 show that 73% of memberships were Family Membership holders, therefore Family and Couple membership holders would be the primary target for this crossover promotion.
The budgeted revenue for memberships in 2010 at CPAC is approximately $167,000. By offering an option to current Sportsplex members, it may entice them to take advantage of a discount that has not been offered in the past. During these tough economic times there is a sense that this discount may be well received and may capture the attention of families who are staying local this...
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