Ready to make an impact in your community?
Boost revenue while making a bigger splash in your community.
Running an aquatic center can be both rewarding and challenging. These facilities create lasting memories for visitors while also serving as community gathering places, offering recreation, wellness, and family-friendly activities. Yet, they are also expensive to operate, with many centers facing rising costs and increased competition from entertainment and fitness alternatives.
The key to long-term sustainability lies in combining innovative programming, ongoing marketing efforts, and effective community engagement.
The Challenge of Profitability in Aquatic Centers
Aquatic facilities across the country have experienced declining per-capita spending, with some water parks reporting a 5 – 8 percent drop. To maintain attendance levels, operators often spend up to 25 percent more on marketing and programming. This makes it critical for aquatic centers to adopt a proactive strategy that blends creativity, efficiency, and customer retention.
Unlike other recreation venues, aquatic centers face unique pressures. Operations are often seasonal, meaning revenue is concentrated into just a few months. Even year-round pools struggle to balance utility costs, staffing, and maintenance. The difference between breaking even and thriving often comes down to how well a center leverages its programs, partnerships, and marketing efforts.
Innovative Programming Drives Revenue
“Traditional offerings such as swim lessons, swim teams, and wellness classes form the foundation of most aquatic centers. But relying solely on these programs limits revenue potential,” says Evan Eleff, industry expert and partner at The Sports Facilities Companies.
“The most successful facilities expand their offerings to attract new audiences and diversify income streams,” adds Evan.
Creative aquatic center and pool programming fosters unity and can really bring communities together.
- Family-oriented events such as “dive-in” or poolside movies, parents’ nights out, and community celebrations
- Specialty programs like dog swim days or holiday-themed events that draw in audiences who might not otherwise visit
- Water-based workout and wellness classes, such as aqua yoga and FloatFit, that focus on balance, core strength, and endurance
- Flexible rental space options for birthdays, corporate outings, and private events
These initiatives not only boost admissions but also expose more people to the facility, encouraging repeat visits and word-of-mouth promotion.
Case Study: Pelican Bay Aquatic Center
Pelican Bay Aquatic Center in Edmond, Oklahoma, exemplifies how creative programming and strong community engagement can transform a facility into a local success story.
Attractions & Amenities: With two 150-foot water slides, a current channel, a splash pool, and an interactive playground, the center appeals to visitors of all ages. Families can enjoy the Pelican Bay Café Snack Bar, making the facility a full-day destination.
Community Events: Pelican Bay hosts dive-in movies, private parties, and unique events, such as Doggie Paddle Days, fostering deeper connections with residents.
Performance: The center welcomed more than 60,000 seasonal visitors in 2025 and has been consistently recognized as one of the region’s best family attractions.
The Power of Ongoing Marketing
Building awareness for the first visit is only half the battle. Sustained profitability comes from continual engagement that keeps guests returning and spending more with each visit.
Effective strategies include:
- Targeted email and social media campaigns reminding guests about new programs or upcoming events.
- Membership and loyalty programs that encourage repeat visits and reward frequent users.
- On-site marketing promoting concessions, merchandise, and future programs to existing visitors.
By continually influencing spending decisions and fostering long-term relationships, aquatic centers can enhance both their financial stability and community presence.
Designing with Profitability in Mind
The physical design of an aquatic center plays a pivotal role in profitability. Features that balance excitement with operational efficiency — such as splash pads, slides, and current channels — draw visitors without driving up costs.
For example, Adventure Cove in Abilene, Texas, offers a lazy river and multiple water slides, while the Caporella Aquatic Center in Tamarac, Florida, boasts a lively ‘sprayground’ designed for kids.
Concessions, rental spaces, and shaded rest areas further extend guest visits and create new revenue streams. Facilities that thoughtfully integrate high-impact attractions with practical amenities like snack bars and bathhouses position themselves for long-term success.
Keys to Long-Term Sustainability
To ensure profitability, aquatic centers should focus on three core strategies:
- Diversify Programs: Move beyond swim lessons and embrace events that reach broader audiences.
- Engage Year-Round: Even seasonal operations can maintain visibility through off-season marketing, planning, and partnerships.
- Maximize Every Guest: Use concessions, rentals, and add-on experiences to increase per-capita spending.
Facilities that combine these strategies position themselves not just as summer attractions but as essential community assets.
Conclusion
Creating a profitable aquatic center requires more than just opening the doors, filling the pool, and keeping the water clean and safe. Success depends on blending innovative programming, smart marketing, thoughtful design, and strong community ties. When these elements come together, an aquatic center can thrive —delivering recreation, entertainment, and long-term financial sustainability.
Drowning in day-to-day operations for your aquatic park? Let us know. We’d be happy to talk to you about our programming and marketing solutions.
