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Falls is marketing itself with summer packages
By Bill Lilley
Beacon Journal
Published on Sunday, May 18, 2008
CUYAHOGA FALLS: As a working mother who drives a Chrysler 300, Linda Williams feels the same painful pinch at the gas pump as everyone else.
''It's an incredible hardship, especially when you include the high cost of food as well,'' she said.
But as director of development and administrative services for the Cuyahoga Falls Parks and Recreation Department, Williams sees the dramatic rise in gas prices as a marketing opportunity.
She's promoting the concept of spending this summer's vacation at home — specifically, at Water Works Family Aquatic Center.
The parks department is now selling its Summerpac packages, which include swimming, boating, golf and outings to the skate park, Akron Zoo and Akron Aeros games.
''We really wanted to provide families with some quality summer recreation that wouldn't cost them an arm and a leg,'' Williams said. ''We started this program last year, but we are definitely upping the amperage on our marketing and advertising this year because of the gas prices.''
Cuyahoga Falls' basic Summerpac costs $59 and includes four one-day passes to Water Works Family Aquatic Center, the Natatorium and Downview Sports Center; four passes for the Falls River Cruise pontoon boat rides, and discounted passes (buy one, get one free) to the zoo and Aeros.
The Summerpac Plus Golf package costs $133 and includes four 18-hole passes for the city's Brookledge Golf Club.
The prices are the same for Cuyahoga Falls residents and those who live in other communities.
Ed Stewart, the parks department's assistant superintendent, said Water Works historically produces enough revenue to cover its operating costs.
''It usually breaks even or is close,'' he said, ''but this program could really develop into something positive.''
The pool will be open on Memorial Day weekend and its summer season begins on June 6.
Gregg Mervis, director for the Akron Summit Convention and Visitors Bureau, said the Cuyahoga Falls parks department is being intelligent and opportunistic in its marketing.
''There is a trend for travelers in the leisure market to stay in Ohio with the increased gas prices,'' Mervis said. ''There also is a trend for families to take shorter vacations and pack more activities into a shorter period of time. They will go to one destination and do a bunch of things.
''Families also are looking more and more for family-based vacations like a trip to Stan Hywet Hall and Gardens. There are plenty of things going on right here in Summit County that fit that category. . . .
''With gas prices being what they are, the timing is certainly perfect to market a concept like the Cuyahoga Falls Parks and Rec has.''
Williams said last year, the parks department sold more than 100 of its summer packages.
''We think, because of the high cost of gas, the potential is there to do much better,'' she said. ''We'd like to double, or even triple, the number of packages sold this year, and we think we can do it with an aggressive marketing campaign.''
The Summerpac marketing campaign — with newspaper ads, utility-bill inserts and posters — began in early May.
''We thought last year starting in June might have been a little too late,'' Williams said, ''because families already had made plans.''
In Akron, there's no focus on marketing the municipal pools at Reservoir Park and Perkins Park.
''It's business as usual, because there is no charge to use our facilities,'' said John Valle, the city's deputy director of public service. ''The pools are for the neighborhood kids, and during the hot days of summer, they are widely used.''
North Canton does charge admission to its community pool at Dogwood Park, but city officials aren't interested in marketing it because it's so popular.
''When the weather is nice, we are so packed that we actually have to turn people away,'' said Tom Chufar, superintendent of North Canton Parks and Recreation. ''We could sell many more passes, but that would be a disservice because we are capable of handling only so many people at a community pool.''
Chufar said that North Canton sold 3,107 season passes last year to city residents and others who are eligible to go there because they live in the North Canton school district.
The Dogwood Park pool ended up with what Chufar called a ''carryover profit of $45,000'' for the season, which will run from May 27 through Aug. 31 this year.
''We use that money for maintenance that we need to catch up on,'' he said.
Bill Lilley can be reached at 330-996-3811 or blilley@thebeaconjournal.com.
CUYAHOGA FALLS: As a working mother who drives a Chrysler 300, Linda Williams feels the same painful pinch at the gas pump as everyone else.
Get the full article here.
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