The Bay Area Athletic Club - Case Study Example

The recommendations to the management of the club to increase revenue collection include - The management of the club should focus on developing athletics activities and equipment that attract people below the age of 19 years and single women between the ages of 30-39 years. These two groups of the population constitute the highest number of non-peak period visitors.

• The management should provide a discount for unmarried people, especially women. Single ladies are likely to have fewer responsibilities compared to the married couples. In this regard, single ladies are likely to have sufficient time to visit the club regularly. Essentially, offering discounts would increase the frequency of attendance and attract new customers’ thereby increasing revenue for the club (Fields, 1999).
• The management should introduce awards and gifts for frequent and loyal customers. This will encourage them to visit the club more frequently since they are assured of a gift. In addition, special gifts should be given to customers who bring new customers during the low seasons. This will encourage the existing customers to invite their friends to join the club.