Lopez Swim Center asks LTAC for marketing to build off‑season 'stay and swim' program

Lisa DiGiorgio, community engagement lead for Friends of Lopez Swim Center, asked the committee for LTAC support to build a 'stay and swim' program and shoulder‑season marketing that would promote multi‑night stays tied to pool visits. She reported the pool recorded 5,500 visits and 1,270 unique visitors in its first two months after opening, and said 351 of those came from more than 50 miles away.

“Guests staying 2 or more nights with a participating lodging… receive 2 swim day admissions for the price of 1,” DiGiorgio said, describing the offer that would be available October 1–May 1 and which she said lodging partners are prepared to promote. She said funding would go toward digital campaigns, partner outreach, photography and a more visitor-focused website to convert class registrations and store purchases into documented lodging impacts.

Committee members asked whether the marketing ask is expected to be recurring; DiGiorgio said 2027 will be a major push to build demand and that future LTAC asks may be smaller if the program matures and captures additional earned revenue. She said the pool uses a community-pass check‑in system plus a paper survey with LTAC tracking questions to capture visitation and lodging data.