Problem Solver - August 2008
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Attracting the Elusive Teen Market to Your Aquatic Facility

Municipalities with aquatic facilities, as well as private indoor and outdoor waterparks, know that attracting more patrons is a key to success. Finding new ways to reach more markets is a big driver of growth for these facilities. Teens represent a key demographic, and getting them to take part in the aquatic fun you offer is as simple as focusing on what they look for in recreation.

Q: How can we boost attendance and attract the teen demographic?

A: Make sure your facility includes amenities that are targeted toward teens. They're looking for more excitement than your younger—and older—patrons. The typical 13- to 23-year-old is tired of the "standard" pools and spray grounds offered by most aquatic programs.

You can capitalize on all the thrills associated with the board sports culture, including skateboarding, snowboarding, wakeboarding and surfing by adding a stationary sheet wave surf system.

Fun and safe for every age, these stationary surf systems are particularly attractive to the elusive 13- to 23-year-old age group. They captivate the competitive spirit of boarding enthusiasts, but are not intimidating to those who've never taken a shot at boarding before.

Q: This sounds like a big investment. Can our facility afford to make such an addition?

A: You don't need to worry about bonds or passing a referendum to add a sheet wave surf system to your facility. The entire cost can be lease-purchased over a three- to five-year term at competitive rates, allowing you to get started right away.

And even better, the ride will generate excitement at your facility, as well as revenue for your community. While most public pools are losing money, you'll be generating increased attendance, along with rider fees, party revenue, team and league fees, and lesson fees—not to mention the sales boost at your concessions.

Aquatic Development Group: