SASKATOON – With attendance falling and revenues sliding at civic leisure centres, the City of Saskatoon is taking a unique approach to reverse the trend. On Sept. 1, the price of monthly passes will drop. Adult leisure cards will cost $45 rather than current pricing of $75. Families will pay $90 instead of $150 and the monthly cost for youth will drop to $27 from $45.
A market research report showed attendance, relative to population growth, was falling. Residents listed price as the largest deterrent.
READ MORE: City of Saskatoon considers slashing fees at leisure centres
According to the city’s recreation and sports director, Cary Humphrey, an increasing number of gyms is also playing a factor.
“Five or so years ago when there was fewer private fitness facilities we were able to have leisure centres that had aquatics and fitness and the aquatics was considered the bonus and we were getting the participation and revenues,” but that has changed according to Humphrey.
In 2010 the city’s cost recovery was 61 per cent – by 2014, it fell to 56 per cent.
In 2014, per 1000 population, there were 6,200 visits to a civic sports and recreation centre. The goal is 6,600 visits.
“More participation will equate to increases in revenues,” said Humphrey, confident in the new marketing plan.
The city would also like to make leisure centres more accessible by offering additional facilities. The suggestion comes from a massive parks and recreation study headed by Lynne Lacroix, the city’s community development director.
“As we continue to grow so exponentially over the course of the last number of years, we have areas of the city where a large population base is starting to grow and the closest leisure centre is sort of beyond what would be an optimal driving or travelling distance,” Lacroix explained.
The city is in talks with the YMCA to partner on a new or upgraded facility downtown.
The study also identifies a need for additional ice surface in Saskatoon, ranking it as the number one priority. The city hopes to accomplish that, publicly, privately or through a partnership, prior to 2025. A city owned, two sheet ice facility could cost up to $12 million.
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