Willesden Sports Centre Achieves 5 Year Profit Levels in 6 months
Willesden might just become the case everyone cites! With unprecedented membership sales from a highly creative yet community relevant pre-sales campaign and with high levels of participation amongst many target groups, it is already achieving its year 5 profit levels.
Late in 2006, The Leisure Database Company was involved in helping Leisure Connection write its detailed business plan for Willesden Sports Centre. We analysed the local catchment area demographics to gather an in-depth understanding of the local market. Particularly identifying the number and location of key target groups.
We assessed the strength of the market for Willesden Sports Centre. Utilizing our unique latent demand model, which calculates the size of the potential market available to a new site or still available to an existing facility, we were able to give Leisure Connection robust data for its business plan projections.
Willesden Sports Centre opened in November 2006 and within its first month of operation had 2,600 members and has attracted over 28,000 visitors so far. Particularly rewarding for Leisure Connection is the success in attracting key groups from the local community: 750 children participating in the Swim School programme; 32 schools using the pool for school lessons; a GP referral programme; a strong uptake on gifted and talented athletics programme; and links with disabled and special needs groups.
Stephen Powell, Leisure Connection’s Marketing Manager, commented “The level of understanding we gained on the catchment area and the market potential from The Leisure Database Company gave us the detail we could rely on for our business plan. Enabling us to target the key groups locally has helped drive the success in our pre-sales campaign.”