We were so excited to launch ‘move Urmston’, the £7m redevelopment of one of our leisure centres, back in March. We had fantastic new facilities and equipment, a new brand name and engaged staff, but just five days after opening – 23 March 2020 – we shut the doors on move Urmston, along with the other venues we manage for Trafford Council.
We reopened in July, with an impressive 53 per cent rise in memberships, a clear strategy of customer engagement, open communications and a relatable marketing campaign; growing membership at a time we desperately needed income.
When lockdown happened, we gave customers the choice to continue paying their membership, to freeze or to leave.
We chose not to automatically freeze direct debits; instead we commenced an open dialogue, asking if they were in the position to continue making payments, their generous ‘donation’ would help pay staff salaries, local suppliers and sustain building and maintenance.
It was a risky move and took a delicate balance in our messaging, but during May, 40 per cent of members continued to pay. I was humbled by the support of the Trafford community.
We’ve also been financially supported by Trafford Council, which agreed to provide our community interest company financial support in the form of a monthly grant.
The council moved swiftly to re-designate a budget of £968,000, originally earmarked to compensate our leisure centres for loss of income during future refurbishments, to help us through the remainder of this year.
The key to our partnership is that Trafford Council understands the value of leisure, a completely open book approach and working together to ensure that no funds are sought unless absolutely necessary.
As we enter this potentially dark winter, a second lockdown and a recession, we need to position our offerings even better than before.
The Government, local authority and the community must see and value us as an essential service that can help level out health and wellbeing inequalities.
‘Leisure’ should go hand in hand with NHS and Government policies – we must offer the unemployed affordable daily purpose, support the lonely with meaningful interaction, be there to combat inactivity and be visible in reinvigorating the high street.
Leisure centres really are at the heart of our communities, and this pandemic should enhance their relevance and reputation.
The key to our partnership is that Trafford Council understands the value of what we do and of working together to ensure no funds are sought unless absolutely necessary