Agenda item

Considered – A presentation from the Corporate Director for Community Development providing an overview of the principles behind the pricing structure being developed for the range of leisure facilities across the county, alongside the findings from a recent customer survey.

Jo Ireland, Assistant Director for Leisure & Culture introduced the presentation confirming the importance of undertaking the review as part of the convergence of Leisure Services.  She draw attention to the principles behind the review and some of the associated challenges.

Ben Walker, Commercial Development Manager for the Council talked members through the presentation slides, providing an overview of the current position regards membership and pricing structure at the Council’s Active Leisure facilities across the county. He also drew attention to:

·          The findings from a recent customer survey - Members noted the key priorities identified by customers i.e. the removal of contracts and the offer of flexible terms.

·          The benchmarking of services against those of other similar operators

·          The complexity of the current range of membership packages and the monthly income they generate

·          The detailed financial modelling underway which would likely lead to price increases being proposed for some areas should the Council proceed with the preferred two-tier membership option

·          The ongoing review to consider the standardisation of Pay As You Go rates

·          The proposed removal of any historic ‘Price for Life’ membership arrangements and fixed-term contracts

·          The range of memberships being proposed and the benefits each of those might bring

·          The range of concessions being proposed and the proposal to raise the older persons concession to state pension age.

·          The procurement underway for a new Leisure Management System

·          The planned delivery of an improved Health and Wellbeing Service whilst remaining financially sustainable

Members welcomed the proposed virtual membership offer, noting the benefits it would bring to residents living in the more rural areas of the county.  They noted it would include both access to online classes and healthcare services.

They also noted the potential for pricing changes for some customers that may arise as a result of the detailed modelling work currently underway, recognising it would be necessary in order to finance future service developments and further invest in the council’s facilities. 

In regard to swimming clubs, Jo Ireland confirmed the council’s intention to work with existing clubs to ensure the continuing provision of swimming lessons.  It was recognised that many were run by volunteers and provided a service to their communities that the Council may otherwise have to deliver. Jo Ireland also confirmed there would be a review of the Health and fitness classes being provided across the county, to ensure some equity in their provision and their quality of that provision.

Members discussed the potential barriers to increasing the number of new customers i.e. the quality of equipment and restricted opening hours at some sites.  In response, it was confirmed that gym equipment was to be renewed at all sites, and where practicable opening hours would be increased.  It was noted that some sites were already open 24/7.   Members also questioned whether geographical data was held on existing customers recognising it would help clarify the distance some residents were travelling to access Leisure Services.

In regard to data collection on customers, Members recognised that some customers did not want to provide all their data just to be able to access a gym facility on a one-off PAYG basis, but they accepted there was still a need for some data collection for Health and Safety requirements, and induction purposes.

Members suggested officers further consider:

·          Concessions for North Yorkshire Council staff

·          Ancillary services such as on-site parking, vending machines and cafes

Members noted that in coastal areas 30% of residents were not engaging in any physical activities.  They went on to consider ways to grow the service and recognised that the new LMS would enable the improved targeting of services and encourage greater levels of participation.

Overall, based on all of the information provided, Members accepted that the two-tier membership proposal offered a more balanced financial approach for now, but welcomed the potential to re-visit that approach in the future, recognising that not everyone in the Harrogate, Knaresborough and Ripon areas might be able to afford the proposed higher rate. 

They also agreed to add a future update to the Committee’s work programme post implementation, and it was

Resolved – That the presentation be noted.