Board of Directors Regular Meeting Agenda


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Meeting Date: 02/26/2014  

SUBJECT MATTER:
Receive, consider and act upon the Voyager Pass;
FISCAL IMPACT:
The 205 Voyager Passes sold in 2013 generated $15,625, of which $8,200 was allocated to Aquatics, $1,217.21 to the Waterway Cruisers, $2,556.15 to the Ice Rink and $3,651.64 to the Boat House. Direct expenses related to the program included advertising and the pass stickers which totaled $1,452.40.  Indirect expenses for staff time required to develop the program and administratiion are not tracked.  
BACKGROUND:
Director Gordy Bunch suggested a new category of amenity pass for the 2013 season.  The concept was to bundle a variety of services provided by The Woodlands Township into one pass.  Subsequently, the Board of Directors approved the creation of a pilot program for 2013 called the Voyager Pass. The initial goal of the program was to provide a discount or an incentive for residents to use five services in the community: swimming pools, Riva Row Boat House, the Waterway Cruisers and The Ice Rink.  Prices were established: Basic Voyager Pass for $75 providing  a season pool pass and three visits each to the Boat House, Ice Rink and Waterway Cruisers; Premium Voyager Pass for $100 providing a season pool pass and 5 rides or visist to each amenity.  

To support the promotion of the Voyager Pass, a marketing plan was created by the Community Relations Department (Attachment A, B & C).

205 passes were sold: 195 Basic Pass and 10 Premium Passes.   Based upon the maximum number of uses available during the season of each amenity, the use levels at each ranged from 10.39% of actual uses for the Boat House to 1.73% for the Waterway Cruisers (Attachment D).  There is no clear indication that the Voyager Passess contributed to the actual increases in participation rates or revenue; however, the return on investment of direct expenses, ROI, would be 10.76.   

Options for the future of the program include:
• Discontinue the program.
• Continue the pilot program using the same price points and amenities.
• Develop two different voyager passes- Pool/Riva Row Boat House and Ice/Cruiser Pass. A new name for each should be developed and a strategy on how to market them should be developed.

As with any pilot program, one year of experience may not be sufficient to adequately evalute the merits of a new program.  And, as there is a relatively small investment/expense related to the program, it is recommended to continue the pilot program for the 2014 season, at the same price and service level.   
RECOMMENDATION:
It is recommended to continue the  Voyager Pass program in 2014 at the same price and service level as 2013. 
Attachments
Attachment A - Voyager Pass Marketing Materials
Attachment B - Voyager Pass Marketing
Attachment C - Voyager Pass Newspaper Ads
Attachment D - Voyager Pass Data & Financials
Voyager Pass PPT


    

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