SCOTT: 1. Several skaters have said they really enjoy the online magazine and the articles. 2. Tere is secondary insurance if needed. 3. Te membership card is easily attached to their name tags on the first day of class. 4. Te Membership Rewards program has always helped pay for the cost of sending several staff members to the annual ISI conference, and we have used it to reward coaches. 5. It allows us to review test history on a new skater.
STROH: It makes it easier to track students’ progress and much easier to correct testing mistakes for ISI competition audits. Also, it keeps our kids in the skating academy interested longer, because it allows them to participate in our competitions without necessarily having to take private lessons. It keeps them skating in our school longer.
TEODORO-FORBES: It was very beneficial to our program; everyone paid the same amount. Our coaching staff no longer had to wonder if the skater was a member when giving an ISI test, entering a competition or show. Te learn-to-skate participants loved earning the badges. Prior to requiring membership, the skaters only earned ribbons unless they wanted to buy the badge. I was concerned how our customers would react to this change — how we would answer the question, why? Well, in a program of over 500 participants at the time, we only received two questions — and not a single complaint — from two customers: ‘How come?’ and ‘What is it for?’
Q: WHAT PROCESS ARE YOU USING TO INCORPORATE THE MEMBERSHIP FEE?
BAKER: We built the membership fee into our learn-to-skate tuition. We increased their tuition cost by $10, on the skater’s first enrollment class per session. Many of our skaters enroll in several classes with each session. (Example: Delta, Low-Level Stroking, Synchro, etc. Only the Delta class has the increased price.) Parents and skaters seem to be happy with this new change. I passed out a flyer, alerting parents to the new changes, in July — about three weeks prior to the fee change.
HARDIN: We added half of the annual membership fee to the regular registration fee for group classes for each term. Since many skaters enroll for at least two terms and sometimes three terms or more during the year, the cost is more than made up halfway through the year. Te added cost may have impacted the enrollment for Tot and Pre-Alpha classes slightly, but we haven’t been doing it long enough to have a good perspective on those figures. It has not impacted enrollment for Alpha and higher classes, since the skaters are more committed to the program once they reach that level. We also build the cost into our “All You Can Skate” annual contracts for freestyle-level skaters. Overall, the cost is outweighed by the benefits!
HARTON: We currently charge for it at the time of the first registration for that year and stress that it is for the entire year. Te one exception we make is with any promotion after a coupon or intro type class, we include that as part of the savings or additional value they receive for signing up for our regular skating classes. Tis savings helps us to capture more skaters by bridging the cost from an introductory lesson to our actual skating school classes and helps them feel like they have an
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official start to our skating school. Tese “bargain skaters” get a free ISI membership and are immediately looped into our main program.
SCOTT: We have added it to the skaters’ one-time registration fee and increased each class fee by $5.
STROH: It is included with enrollment in all our skating school classes. We do not require private lesson students to register with ISI, but most of them do anyway because they enter ISI competitions throughout the year. Our front desk assistants just look at the computer history showing when our students last registered for ISI, and if they are signing up for a new semester of classes and registration is due, the customers are charged for the registration along with the semester class fee.
TEODORO-FORBES: When participants register for our first lesson series in September, they pay the additional $15. Te learn-to- skate lesson series is $80 and the membership is $15. For group lesson registration for future classes, only skaters that did not pay for membership pay the additional $15.
Some customers thought of it as a registration fee, just like
at the YMCA or for other sport programs that have a sign-up fee. Our coaches and patrons recognize the value for their membership — the curriculum, patches and events that they can participate in. Te online class management program makes it really easy to register all our skaters the first time and renew after that.
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