Let's roll with the changes
By Judith Leblein
Special to Aquatics International
May 2002
 he American way of life has been severely challenged and greatly affected since Sept. 11. Throughout the country, families have wrestled with the loss of loved ones, their livelihoods and some of their freedom. For months after the tragedy, the entertainment community struggled to understand when it would be acceptable to laugh again.
 As a full-time observer of how Americans play, I have studied how the leisure industry has changed since then. And I believe it should continue to change.
The country has seen a renewed sense of patriotism, from the displaying of flags to the corporate advertising world jumping on this red, white and blue surge to the recent Olympics on U.S. soil. But even Madison Avenue gurus now have come to understand that advertising wrapped in American flags can possibly backfire if seen as self-serving and too commercial.
I caution you to use this approach wisely, and with sensitivity and respect.
This theme will still hold true and should be used in our promotions, but in a more subliminal and acceptable fashion. A simple American flag on lifeguard uniforms, flags in areas of public assembly and other such uses still will be effective and should always have been a part of our operations.
America has obviously been nesting over the past eight months, as evidenced by the increased sale in products that whisper “home and hearth.” Families spent this winter huddled close to home. The sale of board games skyrocketed, and there has been a greater interest in the toys and games of the ’50s and ’60s.
Nostalgia will reign throughout the summer months and your programming staff needs to embrace this concept. A word to the wise: If it’s selling at toy stores, it will sell in your facility. Lincoln Logs, Chutes & Ladders and Tinker Toys in vintage packaging are flying off shelves faster than they can be stocked.
Close to home
The travel industry is still reeling from the public’s fear of long-distance travel and may not fully recover for some time. I challenge you to be prepared for the many family vacations spent at home, or for the Sunday drive mentality.
You and your agencies should be preparing vacation packages in your service areas or regions that will be as appealing to families as any travel brochure.
Why not network with other recreation facilities, commercial recreation, fitness and entertainment venues to show families that a great vacation is within a short, affordable drive from home?
This is an opportunity to create new relationships and to bring in new guests who never would have ventured in before. This means better packaging of services and a whole new approach for some of you.
Barbecues, family dinner nights at your pools, luaus and beach parties should all be winners. Saturday night can become date night at your facility. Provide babysitting, a nice dinner and turn the lights down a bit. Offer massage, manicures and spa-type treatment at the right price points and doubtless you’ll develop a whole new clientele, as well as reinforce current members with a whole new approach. Americans are looking for comfort, spirituality and relaxation within an affordable budget — just what such programs promote.
Safety will be the No. 1 issue. Over the past several years, there has been a trend to downplay the presence of security personnel in our facilities. In the waterpark industry, security guards have come to be dressed like someone in the jungle ride at Disneyland. Safari helmets, khaki shorts and Hawaiian shirts have replaced military-style dress. I do believe that guests will welcome a more prominent presence of security personnel nowadays.
Granted, that may mean a golf shirt marked SECURITY or POLICE and bicycle shorts, but there will be a desire to see them and know that they are there.
Hero status
There seems to be an emergence of a new class of society: the Protector Class. Police, fire, rescue and military personnel are enjoying a new and long overdue respect in their communities and nationwide. From Halloween costumes to action heroes, they have reached hero status. You may want to consider programs, special fees and other support for this type of guest.
Since witnessing the horrors of the terrorist attacks, young Americans are searching for answers. A renewed sense of spirituality is sweeping the nation. New Age-type programming, yoga, relaxation, massage and personal development classes are huge — and no immediate end is in sight. As people readjust their priorities, our agencies must take a look at how we, too, will adjust programming.
All of these trends can be traced to Sept. 11, but many of them were already on their way. Recent studies have shown that more women now are choosing to stay home or work from home after having a baby. This will be found predominantly in suburban communities with more affluent and middle-class women.
This trend will only be accelerated as this generation of childbearing adults shifts priorities to home, family and quality of life issues.
I believe this will ultimately result in the return of the daytime guests and parent/child programs so popular in the ’70s and ’80s. This trend, in addition to the increase of people working out of home offices and on flextime, will require more programming and staff coverage during the day at our centers.
We, as a nation, are forever changed. We, in the leisure industry, need to recognize these changes and be ready for new trends as they evolve.
Judith Leblein is operations and marketing analyst for Water Technology Inc., an aquatic planning, designing and engineering firm in Beaver Dam, Wis. A public speaker, her most recent presentation is “Predictions from that Leblein Woman!” She can be reached at judithl@ifu.net.
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