Highland Family Aquatic Center
Largo, Fla.
The Highland Family Aquatic Center has serious competition within a 30-minute drive. Located in Largo, Fla., it has destinations such as Busch Gardens and Adventure Island Water Park in nearby Tampa. So the team wanted to find a way to stand up to these commercial juggernauts.
“We looked at this challenge as, ‘What is our tiebreaker?’” says Mark Abdo, community outreach liaison at City of Largo Recreation, Parks and Arts. “Assuming everything is equal — i.e., distance from home, admission fee and customer service — why would someone spend their recreational dollar to come to our facility?”
To draw attendance from the local community, the team decided to develop a winning combination of programs that enhance quality of life for locals. In addition to swim lessons and water exercise classes, this includes targeted programs such as Itty Bitty Splashtime and pool parties for children under 5, mermaid swims, a Preschool Olympics, Teen Tidalwave for middle- and high-school age children, and plenty of community and family events. Dancing with the Lifeguards, a concept borrowed from Disney World, involves children and adults performing shuffle dances on the pool deck.
The center kicks off the season with a big event – the Annual Grand Reopening, which also serves as a Mothers Day celebration. The two day event includes discounted group admissions, a prize wheel, door prizes, games, activities and food specials – and free massages for moms.
They also wanted to utilize the pools after the swimming season ends in August.
Community events include Largo Taste Fest, which supports a city youth scholarship fund that helps children attend camp. This takes place in November, after the swim season has closed down. About 20 restaurants participate, with live music adding to the event.
The Soggy Doggy Splash Party also takes place after the season, providing canines a chance to swim and play in the water. “Initially we planned activities such as costume contests, competitions and obedience skills,” management says. “But over time, we learned people just want their dog to play in/around the water.” A snack bar offers lunch and doggy specials, while music, an on-site veterinarian and sponsors also participate.
They cement the engagement with a variety of prizes and giveaways. Sponsors donate gift cards, toys and games, which occasionally will be given away unannounced, and a prize wheel is included in every event.
“These all combined make up the tie-breaker concept,” management explains.
And in at least one case, the programming at Highland Family Aquatic Center has had rippling benefits through other divisions of the city. Because of the success of the Soggy Doggy Splash Party, recreation centers now schedule dog programming, such as obedience training and dog trick training.