As of September 23rd, autumn officially began, which means your club can take advantage of fall events and the benefits each offer.
Newtown Athletic Club in Newtown, Pennsylvania, takes full advantage of the autumn months. “Fall is a great time for events as folks are getting back into the swing of their schedules and the year in general,” said Linda Mitchell, the director of public relations and community partners. “Since we are a club that markets to families, we find that September is as busy, if not busier than January in some cases.”
In September the club held a chamber-organized community health fair and a local business association organized expo. This month, it will hold a “Dancing Divas” group exercise fundraiser for Augie’s Quest, as well as an equipment exhibition evening. Mitchell explained that while the events display the club’s different services and programs, they are also used for cross promotion among the various departments.
Plus, events at Newtown can increase membership and lead base by as much as 20 percent. Take for example the equipment exhibition event: “We will attract a cross section of members as well as non-members,” said Mitchell. “In addition to displaying and selling equipment, we will promote our camps, memberships, salon and spa services, Parisi Speed School and special events department.”
Fall events also allow for socialization among members. Mitchell said when the club brings in non-members, the general public is able to see what the club is all about. “Special events give people a chance to visit the club for a specific reason unrelated to membership, yet they have a chance to see, feel, taste and touch us so that they begin to understand what membership may be like,” she said. “Studies have shown that many people are intimidated by the idea of coming into a health club, thinking that everyone there is tremendously fit, beautiful and in-shape.”
Newtown uses a tool called “experience mapping” when planning each event, in order to try and maximize the event’s impact. Mitchell explained they look at the event from an attendee’s point of view, going over the details to ensure a positive encounter. Some questions Mitchell said they ask are: how does the attendee feel when he or she walks through the door? Do they know where to go to register — is the signage clear? Is parking easy?
“The saying, ‘the success is in the details,’ was never more true than in this instance,” said Mitchell. “The bright side is that the more events you do, the better you get at the details and by extension, the more successful you become.”
As the leaves fall and blustery days continue, look at how your club can utilize the autumn months.
By Heather Hartmann
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Rachel Zabonick-Chonko is the editor-in-chief of Club Solutions Magazine. She can be reached at rachel@peakemedia.com.
