Recreation Advisory Board Agenda and Packet 2023 03 27

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Louisville Recreation & Senior Center Membership Marketing January —May 2023 Background In January 2019, the Louisville Recreation & Senior Center celebrated a grand opening for its newly renovated and expanded facility. Visits and revenues in 2019 hit an all-time high. Then in March 2020, COVID-19 hit, closing the Recreation & Senior Center for several months. The next year and a half were tumultuous with stay-at-home orders, business closures, social distancing, group gathering restrictions, wearing masks, and constantly changing COVID-19 information. Indoor fitness centers and gyms were identified as a top locations where COVID-19 was spread. People canceled their gym memberships and found other ways to exercise, like home gyms, outdoor trails, and virtual classes. In the fall of 2021, COVID-19 vaccines were readily available, and COVID-19 seemed to be on the decline resulting in loosening restrictions. However, that winter, the OMICRON variant emerged, and cases began to rise again, which kept people in masks and once again staying at home. Additionally, in December of 2021, the Marshall Fire occurred, devastating the Louisville community and closing the Recreation & Senior Center for ten days once again. Why Now In mid-2022, COVID-19 restrictions were lifted, and life has returned to a "new normal" for most. People are going back to work, going to concerts, eating out, and traveling. However, gyms and the fitness industry have been the slowest return of tracked events (Washington Post). Fitness and wellness routines have changed, and it is challenging to bring people back to the facility and return to old habits they had before the pandemic. Additionally, the constant change over the past couple of years has created a new reluctance to commit to things long-term, as people are aware that things can change in an instant. The end of 2022 and the beginning of 2023 is an optimal times to re-engage guests that we lost as well as engage new audiences. As fall ends, the weather will get colder, and the days will shorten, making outdoor exercise more challenging. Then January is a new year and a time when many people make resolutions to create new habits to commit to their health and fitness. Goals: - Recapture members who canceled their auto -debit over COVID-19 - Convert daily fee, punch pass users, and monthly pay members to reoccurring auto -debits (checking) or installment billing (credit card). - The number of auto -renewals in 2022 is 314. The Goal for 2023 is to increase that number by 25% to 400. - Achieving these goals should result in an increase in attendance and in revenue.