New Leisure Centre
Membership Model
Recommendation:
That the October 19, 2009, Community
Services Department report
2009CSR031 be received for
information.
Report Summary
This report provides information
regarding a new Leisure Centre
Membership Model that will replace
the current Tier Membership Model.
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Previous Council/Committee Action
At the December 1, 2003, Council
meeting, the following motion was
passed:
That the Community Services
Department 2004 Price Schedule
(Attachment 1 of the November 13,
2003, Community Services
Department report), for January 1,
2004, implementation, be approved.
New Membership Model Drivers
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Report
This report provides information
regarding a new leisure centre
membership model that establishes user
fees and public access privileges to all
City operated indoor and outdoor
aquatic and fitness facilities. The model
will be included in the Community
Services 2010 Fee Schedule that is
approved by City Council as part of the
annual budget process. Attachment 1
summarizes the 2010 Membership
Model and fee structure.
Current Tier Model Background
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The current three Tier Membership
Model was implemented over five
years ago with the intent of
simplifying and streamlining
consumer options for accessing any
one of the City’s 13 aquatic and
fitness facilities. Attachment 2
summarizes the 2009 Membership
Model and fee structure.
Tier 1 - the most expensive pass
option: provides users with access to
all 13 City aquatic and fitness
facilities, their drop-in programs, and
all their amenities.
Tier 2 - a mid-priced pass option: is
similar to Tier 1, but does not allow
pass holders to access the Kinsmen
Sports Centre.
Tier 3 - the lowest priced pass
option: is similar to Tier 2, but does
not allow pass holders to access the
Mill Woods Recreation Centre or
participate in any drop-in programs.
In 2008, Administration initiated a
five year review of the current Tier
Model. This review evaluated:
- How new facility development,
like the Southwest Community
Recreation Centre, can be
incorporated into membership
plans.
- The extent to which various pass
offerings help maximize usage
and support current purchasing
preferences.
- What improvements can be
implemented to address
customer feedback.
Proposed Membership Model Changes

Proposed changes to the Tier Model
were developed following an indepth analysis of best practices, a
review of current usage patterns,
and feedback received through
surveys and focus group sessions.
ROUTING – Community Services Committee | DELEGATION – R. Smyth
WRITTEN BY – C. Lawson | October 19, 2009 – Community Services Department 2009CSR031
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New Leisure Centre Membership Model
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Proposed changes to the Tier Model
can be summarized as follows:
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Facilities have been re-bundled
based on the different amenities
they offer and the different range
of services people want to
access.
- The cost of monthly and annual
passes have been strategically
lowered to increase purchase
volumes and customer retention.
- Single admission rates have
been increased based on
optimum pricing levels and user
feedback.
- Pass offerings have been
renamed to improve user
understanding.
- Multi-facility access privileges
have been modified based on
usage patterns and purchasing
preferences.
- Free drop-in access to arenas
has been incorporated into the
mid and highest level pass
offerings.
Attachment 2 provides comparison
of membership models. Attachment
3 provides additional information in
the form of questions and answers.
While some existing users may see
rate increases (depending on past
purchasing decisions), the majority
of users will benefit from the new
pass offerings and proposed
monthly/annual price reductions.
More importantly, the new pass
options is forecasted to dramatically
increase the attractiveness of the
various pass offerings to the
approximately 15% of Edmonton
adults who are not currently using a
recreation centre but are “somewhat”
to “very interested” in using one
within the next 12 months.
Community Services Department is
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implementing additional service
options that will appeal to users, for
example, the implementation of an
automatic monthly withdrawal
program to further encourage annual
memberships.
The City continues to offer a number
of programs that help minimize
potential economic barriers to
participation, such as: the “Leisure
Access Program”; discounts for
children, youth, seniors, community
league members, and families; and
bulk purchases.
Policy
City of Edmonton Recreation User Fee
Policy (C167A)
Focus Area
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Improve Edmonton’s Livability
Ensure Edmonton’s Financial
Stability
Public Consultation
The following research methodologies
were utilized during the membership
model review:
 feedback from 1,000 survey
respondents was received through
the 2009 City of Edmonton
Recreation Facilities Study;
 focus group sessions with a cross
section of current and potential
users;
 the 2009 Optimum Pricing telephone
survey of 700 Edmontonians; and,
 findings from the 2007 Customer
Use Patterns Survey, which included
feedback from 2,400 facility users.
Budget/Financial Implications
The net effect of the price and volume
changes from the proposed new
membership model is projected to
achieve the 5% revenue increase as per
New Leisure Centre Membership Model
the 2010 Operating Budget Submission.
This does not include revenues from the
new Southwest Community Recreation
Centre (included separately under
Operating Impacts of Capital).
Attachments
1. 2010 Membership Model and Fee
Schedule
2. Membership Models Comparison
3. New Membership Model – Questions
and Answers
Background Information Available on
Request from the Department
1. New Membership Model Review –
Focus Group Consultation
Others Reviewing this Report
C. Warnock, Chief Financial Officer and
Treasurer
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