Many of us think we need a huge advertising budget to have a successful grand opening. Yet, this isn’t always the case!
With over 200 grand openings and pre-sales behind me, I discovered that it all comes down to the camaraderie that is built within the club’s staff and member community. If the staff is motivated and excited about the upcoming grand opening, this spills over into member motivation and excitement. This can inspire members to bring along their friends and family, which can further member sales and build that community.
Inevitably, my success with grand openings and pre-sales came after making a few mistakes. A few times, I exhausted a large portion of the advertising budget for a big grand opening party too soon and right after the soft opening. I went all out with the glamor of famous athletes, red carpets, and even Cirque du Soleil shows.
Unfortunately, the flashiness of it all didn’t translate over into an outstanding turnout. The number of people who showed up was moderate, with guests primarily interested in the event itself rather than signing up for the fitness club.
But with great pitfalls come great lessons. As I said above, building a community is key to increasing member engagement and increasing referrals. So, with that in mind, here are my takeaways for successful grand openings and events.
Let’s first lay the groundwork. Here are my top takeaways that I’ve learned over the years:
So, let’s get into the nitty-gritty of it all. What should your grand opening week involve?
Grand Opening Day marks the big event!
Start with a ribbon cutting by your local Mayor, and make sure to include:
What are you missing from your grand opening? What will you use from the above tips and lessons?