Sarah Mills: Canadians travelling to the U.S. are down dramatically
Sarah Mills says Mexico and Europe became a destination for Canadians in January, showing the elbows-up approach is havi...
Monthly leisure card sales have spiked since the city lowered the price, giving a gentle lift to revenues last year.
Lynne Lacroix, manager of community development, said nearly 3,000 more months’ worth of leisure cards were sold between January and March this year compared to the same time frame last year.
Close to 5,000 more leisure cards were also sold between September and December 2015 than 2014.
“Part of (the increase in sales) is the new lower cost leisure card. The other part is just our increased marketing campaign,” Lacroix said.
Adult leisure card pass prices were lowered from $75 to $45 per month, while a youth pass dropped from $45 to $26.
A family pass was also changed to $90 from $150.
Admission revenues for 2015 were down 0.4 per cent, around $19,600, according to the Leisure Centres and Outdoor Pools Year-End Report headed to the planning, development and community services committee Monday.
Revenues were down before the pass price reduction and between Sept. 1 and Dec. 31, pass sales actually raised the final total.
Lacroix said revenues declined earlier in the year because more people bought unlimited use leisure cards instead the more expensive options of bulk tickets and general admissions.
“It’s a shift in the admission tool that people are using,” Lacroix said.
The facility also had 44,615 more visits between January and March than the same time last year; meaning not only are people buying more passes, they’re also using them more often.
A more aggressive advertising campaign and greater public awareness will all contribute to more leisure card sales and increased revenue, Lacroix said.
“As leisure cards continue to be popular, and as awareness about our facilities continues to grow in the community, we’ll get more people through our doors and with each person we’ll see more revenue,” she said.
