Get the pricing right
Protecting public services is important. Most contracts will have provision to increase user fees and charges by inflation once a year. However, given the wider cost of living crisis for customers, you and your operator(s) may be reluctant to significantly increase all your prices by inflation.
Pricing increases can reduce the accessibility of your facilities for those who cannot afford higher prices. They can also raise concerns around loss of custom for some activities, such as fitness, where there’s intense competition and users could decide to move to cheaper alternative providers.
Nonetheless, it’s likely that prices will inevitably have to rise just to stay in line with inflation and that for some more high-cost activities (such as swimming) prices often don’t reflect the actual costs of provision. It’s important to work with your operators to:
- Review concessions against your council’s own policies for your communities. Ensure concessionary pricing is effectively targeted at those groups who can’t afford to pay standard rates and help to meet social outcomes. This may require you to make difficult decisions about who concessions are applied to and the scale of concessions offered to ensure that they’re being applied equitably.
- Consider the impact of sensible and sustainable pricing adjustments where necessary.
- Review prices and programming to ensure facilities are being effectively utilised and income from fees and charges is optimised.
- Where possible, discuss with your leisure operator the potential to set fees and charges at market rates for appropriate activities with concessions restricted to those most in need.
- You may consider it appropriate to allow your operator(s) to apply a price supplement for those activities that take place in energy-intensive facilities, such as swimming pools, and provide the public with transparency as to the impact of energy costs on provision.
- Monitor the impact of any adjustments in pricing and concessions on footfall and participation, especially with regard to accessibility and local community representation.
For any changes in price, at a time when the cost of living is increasing and further pressures are being felt in other services, we’d encourage all local councils to fully consider the impact on your local community and their access to the vital services and support that leisure provides for health, wellbeing and community development.
Where possible, consultation with users, members and local community groups is encouraged to understand the impact of any price increases.