The Silliman Activity & Family Aquatic Center is one-of-a-kind
in its design, mix of amenities and marketing outreach.
Walking into the center is like walking into an opulent 5-star
hotel, according to operators. The entry features slate floors,
glass ceilings, a viewing window out onto the deck area and a
bronze statue titled “Keeping Up” by artist Dennis
All elements in the facility were crafted using high-end
Aquatic amenities expand over approximately 32,000 square feet and
include a 4-lane lap pool, a zero-depth entry activity pool with a
large play structure, a lazy river, two water slides and a
The facility serves families in the San Francisco Bay Area and
marketing outreach is extensive, including everything from social
media to print fliers.
For the 2010-11 fiscal year, the marketing plan required activity
every month. For example, in September, fliers were sent to schools
outlining available swim lessons. In December and March, a Groupon
or Living Social, coupon was offered. April saw the announcement of
spring break specials and summer promos were launched in
Along with the all-out marketing campaign, partnering with a local
business also has worked well for Silliman Activity &
Family Aquatic Center. Because of a strict swimsuit policy that
prohibits street clothes in pools and spas, SwimOutlet.com makes
the ideal partner. Swim apparel is purchased from this business and
Silliman also gets the company’s returned or discontinued
items as donations. Then, when someone doesn’t have the right
swimwear, that guest can choose from the SwimOutlet.com inventory
rather than be turned away.
Volunteers help a great deal at this facility. If someone
complains, they might be asked to be part of the solution. For
example, when one woman said she could do a better job managing
upkeep and care of the plants, she got the job!