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Competition drives the Grandview Community Center-in the water and out. The brand-new, $8.8 million facility opened in 2004 and went head-to-head with a community center and a large YMCA, each of which offered similar aquatics programs.
To attract new patrons, "The View" scheduled swim lessons and aqua aerobic times at the requests of participants. Thus, swim lessons are offered during weekday mornings and evenings, and on Saturdays. In addition, The View lowered fees 25 percent to 50 percent below the competition.
To attract lifeguards, it offered 100 percent free training in all certification programs, with one complete set of uniforms free. These incentives have proven powerful: The View has had little turnover, and 20 percent of its summer staff was recruited by the current staff.
The View also offers backyard swim safety, water basketball and various theme days in an effort to bring in families. The center is the site for several outside day-care programs and schools as well.
The result of this competitive marketing? Forty percent of patrons are nonresidents of Grandview ...
Source: HighBeam Research, Best public/nonprofit indoor family aquatics center: Grandview, Mo.,...