Going Swimmingly

No matter how cool the pool, an aquatics program can still be sunk by poor attention to key operational, marketing and management issues.

by Erin Brereton (editor@clubandresortbusiness.com)
March 2008
 

Summing It Up •Good traffic control is critical to smooth pool operations—and it starts at the membership office, not the pool gate. •Recognize how members and guests will have different reasons for using the pool, which requires a varied pool schedule. •Foodservice in pool settings requires special care and attention to service details.

When the Hershey (Pa.) Country Club renovated its pool into a 31,000-ft. aquatic center, it found the new digs enticed current—and prospective—members to come for a swim.

"Since the opening of our new facility, our pool program has grown tremendously," says General Manager Renee Holloman. "The draw that our pool has [had] on our membership has been enormous."

Poolside lounging and swimming options are becoming more of a key selling point for many clubs. But after pools pull in new members, club managers aren’t free to lather up with SPF 30 and soak in the rays themselves. Keeping one of the club's most popular (and populated) areas running smoothly is no small task. Yet it's an important one because controlling traffic and keeping the aquatic experience stress-free can make or break your members' summers.

Ensuring Spare Chairs
Good pool traffic management doesn’t start at the pass gate or hinge on lifeguards who yell, “No running!” The real critical point of control is the club membership office. Because a pool can be such a big draw for new members, some clubs have created special memberships that include pool usage, including Hershey CC, which offers a Recreation membership with access to its pool, fitness and tennis center.

At Crow Valley Golf Club, Davenport, Iowa, a social membership (with a $2,000 initiation fee) allows use of all club facilities except golf, which requires an additional fee to play up to three times a year.

However, Crow Valley is careful to ensure that the extra guests don't inconvenience full-time members. "To control traffic, we've limited the social members we will take," says Marc Struelens, General Mana-ger/COO. "We want to make sure our members are not fighting for chairs around the pool."

Dividing Up the Water
Another essential aspect of pool crowd control comes from recognizing how members and guests will have different reasons for using the pool, which requires a varied schedule.

With a small swim team and plenty of members flocking to its L-shaped pool, it's hard to get laps in during the day at Crow Valley. So the club opens the pool at 5:30 a.m., without a lifeguard, for serious swimmers. This early-exercise option is promoted in several ways. "We suggest it in the roster that new members get, and in the newsletter at the beginning of the season," says Struelens. "And of course, the swim coach promotes it."

To accommodate its fitness swimmers, Hershey CC offers extended weekend hours and a set schedule of lap times. "We have seen an overwhelming interest in offering lap lanes at specific times," Holloman says. "In 2007, we responded by making lap lanes available twice weekly. The feedback was so positive, we plan to increase these for the 2008 swim season."

Some clubs allot exercise lanes all day, such as Five Seasons Sports Club in Crestview Hills, Ky. "We have an adult swim—15 minutes per hour," says Membership Associate Bill Delaney. "And we have two lap lanes for normal pool hours."

In Agoura Hills, Calif., Lindero Country Club, which also has two lap lanes open daily, did away with its swim team because it interfered with members’ pool usage. The club now offers swim lessons through an independent group. Half the pool and one lap lane goes to the lessons group in the summer; the other half is for members. "On holidays, when it gets busier, the lessons are off, so members can use the whole pool," adds General Manager Ron Cox.

With proper crowd-control measures in place, clubs can pursue ideas to maximize pool usage and create additional revenue. Lindero CC opens its pool to a small day-care group of about 20 kids every couple of weeks, charging $3 per child.

Lindero also offers a $675, five-month family membership, without snack bar charging privileges, for community members. By providing a taste of the club experience in this fashion, "we've been able to get a few full members," notes Cox.

Healthy Ideas
Just like other parts of the club, pools can benefit from innovative programming, which may lead to increased use of all of the club's facilities.

Hershey CC, for example, offers water-based exercise classes. "In 2007, we focused on fitness and activities for the whole family," Holloman says. "Yoga Fit, a poolside Yoga fitness program and ‘H20,’ our version of Water Aerobics, kept the deck lively throughout the summer." Both programs required a minimal fee, which could be paid a la carte or as a summer package.

Crow Valley hosts a monthly evening ‘lock-in’; parents sign their children in at the pool at 6 p.m. and until 10, younger members can enjoy games, food and music provided by a DJ. Parents, meanwhile, can enjoy the rest of the club. "It's a secure environment, so they can play nine holes of golf, have a bite to eat, or play tennis," Struelens says.

For clubs with seasonal pools, the limited use can offer a chance for unique, once-a-year events members will look forward to. Weather permitting, Crow Valley reopens its pool for two weekends after Labor Day. And for the last four hours of the season, members can bring their dogs to the pool. "Dog owners love it!" Struelens says.

Never forget, Struelens adds, how big an influence pools can be. "There are a number of members who are here only for the benefits of the pool," he says. "You seldom see them throughout the year—so it's tremendously important to take care of their needs, because they're paying almost $3,000 just to take advantage of the pool for three months. They have high expectations—it's our challenge to meet them."