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Victoria’s


Hidden Gem: The Victoria


BY KEVIN ATTEWELL


bers and hotel guests for over 20 years. In November 2010, the club was


L


forced to close its pool for what turned out to be an almost five-month


56 Fitness Business Canada September/October 2012


ocated inside the Hotel Grand Pacific in downtown Victoria, B.C., the Victoria Athletic Club has been serving club mem-


Athletic Club A well-established club gets creative with marketing to boost membership.


renovation. The foundation of the pool needed work and it required the entire pool area to be stripped down to bare concrete and re-tiled. The pool reopened in mid-March


with a significant membership loss due to the long pool renovation period. Though it took some time to regain the lost members, we believe that the closure was in the best interest of the club and our members.


The focus of our marketing strat-


egy has been to increase awareness of our club since people are often sur- prised to learn that we are much more than just a hotel pool. As part of our push to launch the newly refurbished pool and boost membership numbers, we introduced the club’s new name (it was formerly called the Grand Pacific Athletic Club), created a more user- friendly website, have been more


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