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January 12, 1996 - Image 22

Resource type:
Text
Publication:
The Detroit Jewish News, 1996-01-12

Disclaimer: Computer generated plain text may have errors. Read more about this.

Art For Your Kitchen

2-For-1 Offer
Boosts The JCC

JENNIFER FINER STAFF WRITER

Last month the JCC
sold over 400 new
memberships.

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Whether it's called a 2-for-1 or offered various membership spe-
a half-off promotion, the bottom cials, but none were as success-
ful as the Chanukah promotion.
line is incentives often work.
Case in point: the Jewish Com- The last time the JCC came close
to taking in such numbers was
munity Center.
Last month the JCC sold over in November 1993, the last time
400 new memberships during its it ran a 2-for-1 special. That deal
2-for-1 Chanukah special. The of- brought in 102 new members.
Maury Katzman used to be-
fer generated more memberships
than any other in recent memo- long to the JCC but let his mem-
bership lapse for at least a
rY-
Broken down, those figures decade. The Southfield resident
translate into 186 new health- didn't think it was convenient to
club members and 97 new fit- work out at either campus.
ness-and-family (formerly called
general membership) members
at the Maple-Drake campus. Fi-
nal numbers for the Jimmy Pren-
tis Morris building have not been
tallied, but the Center said be-
tween 90 and 100 new health-
club memberships and at least
Last month, he and a friend
30 fitness-and-family member-
took advantage of the special and
ships were sold at JPM.
rejoined the health
club.
Mr. Katzman
said he is looking
forward to going
back to the JCC be-
cause he enjoys the
camaraderie and
heimish environ-
ment. He also said
going to the
Maple/Drake build-
ing is now more
convenient because
his company's
headquarters is
near the West
Bloomfield facility.
Ruth Hurvitz
was a JCC general
member, but de-
The JCC brings in hundreds of new members.
cided to upgrade so
she could work out with her hus-
What this tells the JCC, said band, Alan, a health-club mem-
Executive Director Leah Ann ber.
Kleinfeldt, is what type of pric-
She considered the December
ing and marketing works best.
special an added inducement to
Center officials say the key is join the health club. The only
not only to attract new members problem: Ms. Hurvitz, of West
but also to ensure members are Bloomfield, needed someone to
satisfied with JCC services and join with her.
continue rei.. wing their mem-
mentioned in passing that I
berships.
didn't have a partner to split the
At the Maple-Drake campus, membership with me," she said.
52 of the new health-club mem- "The woman I spoke with at the
berships were sold to individuals Center found someone for me.
between ages 25 and 34. The five- That was a really nice gesture on
week sale was extended into the the Center's part."
first week in January because of
The Center also plans to offer
its success.
an incentive to its existing mem-
The additional revenue gen- bers. From now until 1997, any-
erated by new memberships one who renews a membership
couldn't come at a better time. will receive one free month.
After years of a slowly decreas-
And every other month, the
ing membership and last year's agency will offer some type of
financial difficulties, JCC officials
new-member inducement, al-
have been looking for ways to though nothing like its 2-for-1,
boost membership.

Throughout 1995, the Center according to Ms. Kleinfeldt.

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