Amilia, a technology company specializing in software for recreational businesses, conducted a survey asking consumers how they want to interact with local community rec centers in 2024. The results are overall positive and show the likelihood of increased participation in community recreation.
A key finding is 90% of participants want to spend more or the same amount of time at their local community center. Yet, less than half said they or a family member participated in programming once a week or more in 2023.
Learn More: Community Center Engagement: 2024 Trends and Opportunities
For Justin Dominick, the senior director of fitness at the JCC of Greater Baltimore, the results of this study underline the need for effective marketing. One statistic he pointed out was 80% of participants said they’d visit a local community center for programming and activities if they were aware of one. Focusing marketing messages to bring awareness of your business can be an easy way to bring in more members.
“It’s about getting outside of your walls and getting more involved in the community,” said Dominick. “That’s going to spread more awareness about who we are, what we do and what programs we have available. We hope we can showcase our facilities as a great value.”
Adding Value for Families
Part of being great value is offering spaces and programming for the entire family. Many respondents noted taking part in local recreation improves their quality of life and brings value to their family. Dominick suggests this is due in part to community centers offering physical activities for a wide age range.
An appeal for community rec centers is the intertwinement of fitness and belonging for all ages. Many parents will be looking to join an organization that can offer this to both them and their family. Adults and teenagers can find community in fitness areas or classes. Youth sports leagues offer the same benefits for younger kids.
“Most people want to be involved in a group activity,” said Dominick. “Parents look for opportunities that fulfill both social and physical needs. When a family comes and visits our facility, they’re looking for places to work out, group fitness opportunities and what their kids can do.”
What Else Consumers are Looking For
Another part of the survey had participants rank what aspects they consider choosing a community center. Some of the top-ranking fields include flexible payment options, attention to safety precautions with controlled access to facilities, easy registration processes and having the ability to register for activities online.
Ultimately, the results show opportunities for local rec centers to capitalize on the general population’s growing interest and need for community. For Dominick, finding ways to show how your rec center can meet these needs is more important than ever and is evidenced by these statistics.
“You have to get out there and make sure people know you’re there,” said Dominick. “People know they need to have a community. It’s about finding the right place to do it.”
Download the entire study here:
Want more resources like this sent straight to your inbox each week? Sign up for a digital subscription here.
