Strategies for Success
Recreation center success is determined long before the ribbon is cut. At Power Wellness, our approach focuses on building brand awareness, driving early enrollment and delivering a seamless opening-day experience.
On July 12, 2025, we partnered with the City of New London, Connecticut to open its 57,000-square-foot community recreation center, successfully achieving each of these objectives.
Tailored Recreation Center Marketing Promotes Brand Awareness
A strong marketing strategy is essential for building anticipation and recognition in the community. For New London Community Recreation Center, the Power Wellness marketing team designed and executed a multi-channel approach that maximized visibility:
- Direct mail and digital campaigns: Waves of mail and supporting ads went out to residents.
- Social media: Ads and posts engaged residents leading up to opening.
- Collateral: Branded items, including bilingual materials, ensured accessibility and reach.
- Website: A new site with online enrollment capabilities established a digital footprint and streamlined sign-ups.
Our marketing team led the development of the entire New London Community Recreation Center brand, including logo design, brand standards, and overall identity. This new logo and color palette reflected the character and community of New London, emphasizing inclusivity, growth and connection, and brought the center’s identity to life.
Early Enrollment Maximizes Membership Growth
Our enrollment strategy provided momentum well beyond opening day. By focusing on our targeted enrollment promotions, the New London Community Recreation Center launch enforced the value of early enrollment. Nearly 700 members enrolled before the center’s first day of operations, and over 150 more enrolled during the grand opening event. Within just a month of opening, the center has already welcomed more than 1,500 members and that number continues to grow every day.
More than 600 attendees experienced the center through tours, information sessions with fitness specialists and a ribbon cutting ceremony. Giveaways, free memberships and community-wide festivities extended engagement and reinforced value.
The New London Community Center Grand Opening Event
“Our center grand opening was a day filled with excitement, passion and hope,” said Steve Drasdris, New London Community Recreation Center Director. “The residents from the City of New London and surrounding towns showed out early and often to be a part of this momentous occasion. Everyone echoed the sentiments that this center will service those young, old and everywhere in-between for many years to come. The New London Community Recreation Center is truly a place where we all belong.”
A Repeatable Model for Success
The New London grand opening shows how our clear objectives, strategic marketing and membership-focused promotions create measurable results. As a Power Wellness managed center, your recreation center can build awareness and position itself as a vital community resource from day one.