Ready to make an impact in your community?
When most people picture aquatic centers or community pools, they tend to think of traditional lap swimming — indoors or out. But today’s facilities are diving into far more dynamic territory.
From festive holiday celebrations to high-energy fitness events, the opportunities to engage your community and boost revenue are virtually limitless. Here are five creative event ideas guaranteed to make waves with your guests and elevate your aquatic center’s impact
1. Throw Themed Parties
An exciting way to engage both visitors and staff is by hosting themed parties where everyone dresses up in costume. The center can be decorated to fit the theme, complete with oversized floats. Appropriate music can also be streamed to keep the theme’s vibe alive. Take it a step further and serve snacks and beverages that fit your theme.
Ideas could include:
- Retro night focused on a particular decade, such as the ‘50s, ‘60s, ‘70s, ‘80s, or ‘90s
- Country or rock and roll
- Celebrate a full moon
- Holiday parties
- Disney
- Popular video game characters, and much more!
2. Plan a Doggie Paddle Day
Although not all venues are built to support and host it, one of the most creative aquatic center event ideas can focus on your guests’ precious pups. Doggie Paddle Day at SFC’s Pelican Bay Aquatic Center in Edmond, Oklahoma, is held each year after Labor Day, once the pool season for people has ended, and is a total hit with the community.
This popular event transforms the facility into a dog-friendly splash zone. “It’s basically exactly what it sounds like — it’s a dog swim day,” explained Marina Wells, former general manager for Pelican Bay. “The very first year we did it, the turnout wasn’t quite what we anticipated, but the feedback was incredible. Now, the community looks forward to it every year.”
To make the event safe and sustainable, staff follow careful procedures. “We shut off all the pumps, drop the water level, and close the valves so nothing from the dog swim gets into our pump room,” Wells said. Local vendors also get involved, with businesses like a dog bakery providing treats and giveaways.
As participation exploded, organizers split the program into morning sessions for small dogs and afternoon sessions for large dogs. “We had people lining up around the parking lot,” Wells recalled. The event has since become both a community tradition and a model for innovative pool programming ideas that also serve as revenue-generating events for aquatic facilities, proving that creativity can keep guests — and their pets — coming back.
3. Host Dive-In Movies or Poolside Movies
For facilities looking to attract families and boost attendance, Dive-In Movies — sometimes called Flick & Float or poolside movies — are among the most effective aquatic center event ideas. Guests can enjoy a family-friendly film while lounging on deck chairs, floating in tubes, or relaxing in the shallow end, creating a one-of-a-kind atmosphere that keeps people coming back.
This pool programming idea works exceptionally well as evening events, extending facility hours, and adding variety beyond traditional swim lessons or open swim. Concessions such as popcorn, candy, and themed drinks not only enhance the experience but also make dive-in movies strong revenue-generating events for aquatic facilities.
Affordable pricing, group packages, and season pass perks can help increase turnout while strengthening community engagement. With the proper setup, dive-in movies transform an aquatic center into a social hub — turning a simple night at the pool into a memorable summer tradition.
4. Schedule Parent & Me Classes
One of the most impactful pool programming ideas for young families is the Parent & Me class, designed to introduce infants and toddlers to the water in a safe, supportive environment.
At Caporella Aquatic Center in Tamarac, Florida, General Manager Desiree Shirley recognized an untapped opportunity. “What I realized was there was a market that we were not tapped into—the zero to six-month-old to three-year-old market,” Shirley explained.
“Once our lifeguards were certified, we started a Parent & Me class. We now offer two classes per session, and they’re all full.” The program not only builds essential water safety skills but also creates meaningful family connections.
“In our last session, it was interesting because they were all dads,” Desiree added. “There they were, in the zero-depth entry area of the pool, teaching and bonding with their six-month-old babies up to three-year-olds—and that’s really what it’s all about.”
A well-designed curriculum can also include songs, games, and gentle activities that encourage comfort in the water and lay the groundwork for developing early swimming abilities. Beyond safety and skill development, these programs also serve as revenue-generating events for aquatic facilities, attracting families and strengthening long-term community engagement.
5. Inspire Water Walkers
One of the most creative aquatic center event ideas to emerge in recent years is a Water Walkers program at Adventure Cove, a large water park in Abilene, TX. The facility, situated adjacent to a senior activity center, aimed to provide opportunities for older adults to remain active while fostering stronger community ties.
“We started a program where we invited the seniors over before we opened the water park in the morning,” explained Ken Cobb, Vice President of Aquatics for SFC. “We have a lazy river at this park, so we created a program called Water Walkers. It’s where the senior citizens basically walk against the current, giving them resistance, exercise, and a chance to socialize.”
The results were immediate. “The first weekend we did it, maybe 12 people showed up,” Cobb said. “Within a few weeks, 50 or 60 seniors were there, and we actually had to put a cap on it.” Due to its success, the program, offered initially once a week, is now available two to three times a week before the park opens.
Programs like Water Walkers are excellent examples of pool programming ideas that extend beyond traditional swim lessons. Not only do they improve accessibility for an underserved audience, but they also create revenue-generating events for aquatic facilities. As Cobb noted, “It’s become a favorite program. Those seniors spread the word, and their children and grandchildren come for swim lessons, so it really becomes a feeder program for the whole community.”
By listening to community needs and designing inclusive, creative events, aquatic centers can increase participation, boost revenue, and transform facilities into true community hubs.
How to Drive Additional Aquatic Center Revenue
Offer Crowd-Pleasing Concessions
When offering snacks and beverages, consider doing visitor surveys to find out what your guests are truly craving.
For example, Wells shared, “We asked in our survey, ‘What would you like to see at the concession stand?’ This lets us know what our clientele wants when they bring their kids to the pool.”
She adds that simple questions like that have helped them experience growth year after year after year, now it’s my second-largest revenue driver.”
Tap Into Tiers
Offer different levels of membership access and benefits to attract and retain a broader customer base. Flexible options — whether annual, seasonal, or monthly — make it easier for guests to choose the plan that fits their lifestyle.
Tiered memberships increase customer loyalty, drive recurring revenue, and maximize long-term engagement.
Fuel Funds Through Facility Rentals
Maximize your aquatic center’s potential with facility rentals and events that cater to every audience. From private parties like birthdays and anniversaries with customizable themed packages, to team and group rentals for clubs, schools, and sports teams during off-peak hours, flexible options keep your venue active year-round.
Hosting local, regional, or even national special events, such as annual tree lightings and Easter egg hunts, not only elevates community engagement but also drives tourism and boosts economic impact, making your facility a hub for both recreation and revenue.
Team up Today
Feeling underwater with your pool operations? SFC is here to help.
From staffing and safety to programming and profitability, SFC is your full-service partner for aquatics operations and management. We can help you reduce subsidies, boost guest satisfaction, and deliver unforgettable aquatic experiences year-round. Contact us to learn more.
