5 Ways to Get People into your Space

Engaging New Audiences with Unique Events

Traditional recreation programming often revolves around sports leagues like basketball and soccer. While these are great for many, they can be intimidating for those who haven’t played for years or are simply looking for a fun, low-pressure way to get active. To create a more inclusive environment, think outside the box!

Take Red Eye, for example—an all-night event featuring 22 teams of 15 participants. The games are intentionally unique, like Hobby Horse Cornhole and Sitting Volleyball, ensuring that no one has a major advantage. Since most participants have little to no experience with these activities, it levels the playing field and fosters a fun, welcoming atmosphere. By offering diverse programming like glow-in-the-dark sports or quirky game nights, you can appeal to a broader audience and make recreation more accessible to all.

The Power of Sponsorship

Sponsorship isn’t just a way to bring in additional revenue—it’s also an excellent tool for promotion and community engagement. Partnering with local businesses, such as bars or restaurants, allows for cross-promotion and added value for participants.

For example, if your recreation facility collaborates with a bar, you could display posters for upcoming programs at the venue and utilize their social media reach. You could also create exclusive perks, such as “Register for our basketball league and get 15% off food and drinks after your game.” These partnerships not only incentivize participation but also enhance the overall experience for members.

Leveraging Student Associations

In campus recreation, marketing approaches can vary drastically depending on the school’s culture. Some campuses require building a community from the ground up, while others are already bustling with engagement. The challenge? Cutting through the noise of countless activities competing for students’ attention.

While social media is helpful, it’s not the ultimate solution. The key? Word of mouth. Student associations are particularly powerful in this regard. When I worked in campus recreation, I began reaching out to these organizations to promote intramural programs. Even if they didn’t immediately sign up, they had my contact information for future questions. This grassroots approach significantly increased participation and built long-term engagement.

Social Media Campaigns That Work

Social media is often overused as a catch-all marketing tool, but when used strategically, it can be incredibly effective. Video content showcasing your facility’s spaces and amenities can be especially valuable. Large recreation centers can be overwhelming to navigate, deterring potential participants.

Consider creating walkthrough videos that show how to get from the front entrance to key areas like the fitness center, group fitness rooms, or specialty spaces. This helps reduce intimidation and makes the facility feel more accessible.

Tours: The Key to Long-Term Engagement

Whether you manage a city or university-owned recreation facility, getting people in the door is the first big step. Once they’re there, relationship-building is crucial.

For fitness centers, for example, providing a guided tour upon membership sign-up can significantly enhance engagement. In the initial welcome email to new members, include details about free classes, tour options, and membership perks. When they arrive for their first visit, offer a personal tour to introduce them to the space and tailor recommendations based on their interests. “Oh you like spin classes? Let me show you our spin studio!” These small gestures create a welcoming environment and increase retention.

Conclusion

By diversifying event programming, leveraging sponsorships, utilizing student associations, optimizing social media strategies, and prioritizing facility tours, you can create a more inclusive and engaging recreation experience. The goal is to make everyone feel welcome, no matter their background or experience level. When people feel comfortable and excited to participate, your programs will thrive!