The Town of Banff has come up with a plan to market and promote the tourist town’s $33 million redeveloped recreation centre in a bid to increase revenue.
The plan is to invite more hockey groups, including the Calgary Flames and visiting NHL teams, to use the centre for exhibition games and training more often.
The Town also plans to go after meetings, trade shows, weddings and other social functions to help boost revenue at the rec centre, recently renamed the Fenlands to help attract other business.
Town officials say one of the main goals is to bring in more revenue from outside sources, but not at the expense of meeting local residents’ needs as a recreational and community centre.
“The majority of facility use is by local youth and adults, and the spring tournament season is sold out,” said Mary Brewster, Banff’s community services manager.
“The greatest potential for significant additional revenue, then, is through rental of the curling facility during the day and confirming additional tournaments during non-prime time.”
The marketing plan aims to meet projected 2011 rental revenues of $489,400 for the two ice sheets, curling sheets and various meeting spaces. It also includes a minor increase in drop-in program participation.
This includes $420,750 for ice rental and $42,600 for curling ice rental. It doesn’t include other revenues, such as concession leases, vending machines revenues, Banff Hockey Academy and skate rentals.
As part of the plan, there is also a proposal to develop and implement a corporate sponsorship plan, as well as allocate one per cent of revenues to advertising and promotion.