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Case Studies
Latest News 
Browns Cafe Review
Date: 29.01.2010
Isle of Wight Financial Plan Review
Date: 29.01.2010
LB Haringey Council optimisation of their leisure service commercial activities.
Date: 29.01.2010
Income Growth - Even in a Recession?
Date: 29.01.2010
Date: 29.01.2010
Isle of Wight Financial Plan Review
Date: 29.01.2010
LB Haringey Council optimisation of their leisure service commercial activities.
Date: 29.01.2010
Income Growth - Even in a Recession?
Date: 29.01.2010
Income and participation growth
Client: Belfast City Council
Belfast City Council required a complete review of their pricing structure based around the launch of a leisure card. There pricing configuration was complication based around five membership categories, health & fitness, swimming, tennis, climbing wall and corporate. These memberships then splintered into a further 20 categories with peak/ off peak and cash & monthly, plus each of theses categories had family options. Each category had up to five status levels.
Income had been declining over a four year period. In spite of the fact that Belfast has the highest index of deprivation in the UK with over 38% of the population receiving means tested benefits, low income was not recognised within there charging structure. Over 60s had free use of the facilities during the off peak periods.
The aim was to produce a simple and accessible charging configuration whilst at the same time seeking to maximise the market opportunities to redress the decline in income.
Approach
Consultation was undertaken with all interested parties both as customers or representative national organisations. Part of this audit was an extensive consultation programme involving both individuals and groups.
Outcome
The Boost Leisure Card was launched in April 2006 offering just two categories of memberships. In terms of status, the number was reduced to four whilst at the same time introducing those on low income who where able to obtain entry at all times for all products for £0.50.
For the six months post launch income rose by 20%, 3,500 financially disadvantaged registered for the first time, Over 60's are now charged except for a 2 hour window Monday to Friday and memberships have risen by over 40 %. Even more relevant the changeover was implemented with the minimum of disruption being welcomed by the vast majority of users of the 12 centres involved.