advertisement

Park districts offering rewards programs

Grocery stores, credit cards and airlines have offered reward programs to loyal customers for years. Now, some suburban park districts are following suit with incentives to keep customers returning in the tough economy — and to fill classes that need a boost.

The Bloomingdale Park District announced last week its new Rec Rewards program, which offers points when residents register for select classes. Those points can later be redeemed as cash discounts toward programs residents attend in the future.

“This is a way we thought everyone would benefit,” said Sandy Vangundy, Bloomingdale Park District director of recreation.

Bloomingdale isn’t the first to try this strategy. Vangundy said her staff took inspiration from the Downers Grove Park District and the city of Elgin’s Parks and Recreation Department, which began offering similar programs last year.

Each district makes up its own rules and point values. In Bloomingdale, for example, residents earn 1 point for every dollar they spend. One hundred points equals $1 toward a future program. Downers Grove’s Rec Rewards gives $1 in credit for every 100 points earned; residents can get up to 1,000 points when they spend $200, meaning a $10 savings.

Brandi Beckley, spokeswoman for the Downers Grove Park District, said this can add up to significant savings for parents who spend thousands of dollars per year on programs like preschool classes.

Roselle parks Director Rob Ward, who with his staff designed a different incentive program, said savings are key to maintain customers with strained finances.

“I can’t speak for all park districts but, for example, traditional adult leagues used to be sponsored quite a bit by restaurants and local companies,” Ward said. “But now they feel the economic pinch and can’t sponsor, and the team isn’t used to paying the better part of $700 or $800 for the summer.”

Reward points aren’t offered for every class or league, however. Beckley and Vangundy both said there’s a strategy behind which classes are eligible.

“While this was a way of wanting to reward our loyal customers, we do select certain programs as an incentive to take classes that may not have as high enrollment,” Beckley said.

In Roselle, the idea was behind a decision this spring to temporarily offer resident rates to everyone. The district also occasionally offers discounts for registering early for classes at risk of cancellation.

Ward said pulling in extra participants with incentives can mean the difference between a bunch of children who are really happy, or who are let down when a ballet class is canceled because it doesn’t have enough little dancers.

“We want to know it’s going to go so people enrolled aren’t disappointed the day before, or, conversely, so there’s not a last-minute rush and the program is already canceled because everyone missed the deadline,” Ward said.

Wile park districts have built-in revenue streams from taxpayers, they are still competing to attract nearby nonresidents and customers who might choose private companies that offer classes in areas like dance, karate and art, Ward and Beckley added.

“We have competitors in the community,” Beckley said, “so we want to say ‘Hey, take our classes and you get the extra bonus.’”

Bloomingdale is the latest area park district to offer reward programs to thank residents who might be cash-strapped, and to help boost enrollment. Courtesy of the Bloomingdale Park District
Bloomingdale is the latest area park district to offer reward programs to thank residents who might be cash-strapped, and to help boost enrollment. Courtesy of the Bloomingdale Park District
Article Comments
Guidelines: Keep it civil and on topic; no profanity, vulgarity, slurs or personal attacks. People who harass others or joke about tragedies will be blocked. If a comment violates these standards or our terms of service, click the "flag" link in the lower-right corner of the comment box. To find our more, read our FAQ.