The City and County of Denver’s Parks and Recreation department runs more than 6,000 programs annually, along with nearly 700 additional drop-in classes at 30 recreation centers and 16 outdoor pools. Together, these facilities and programs welcome approximately 2.5 million visits each year.
With a mission of reaching as many residents as possible, the department launched its first Black Friday membership sale more than 10 years ago. The promotion quickly became a community favorite, offering 25% off individual memberships and 75% off additional family memberships. The challenge? The sale’s popularity led to long lines, overcrowded recreation centers, and stressed staff.
Moving Promotions Online
By 2015, Denver Parks and Recreation shifted its Black Friday sale online with ACTIVENet, first as a Black Friday/Cyber Monday hybrid promotion and eventually as a one-day Cyber Monday online sale.
“It was very easy to set up using ACTIVENet,” says Ian Ferguson, business systems implementation analyst. “We also took advantage of the email tool to help us market the promotion.”
The transition not only relieved staff and reduced customer wait times but also increased membership sales and revenue year over year.
In 2016 for the Cyber Monday launch:
In 2018
From One Day to One Month
After being shut down during the COVID-19 pandemic, the department reevaluated its approach. In 2021, the Cyber Monday promotion evolved into the November Membership—a month-long event running from November 1 to 30, giving customers more time and flexibility to take advantage of discounted memberships.
The results have been impressive:
2024 November Membership Promotion (40% off individual annual memberships):
What’s Next?
Denver Parks and Recreation plans to continue building on the November Membership model, using customer feedback to refine marketing messaging and address community questions before and during the promotion. The goal remains simple: Make it as easy as possible for residents to sign up and stay active.
Tips for Other Agencies
Ferguson notes that any department can implement a similar promotion with ACTIVENet:
- Prepare for volume and questions: “Our biggest challenge was anticipating the demand,” Ferguson says. A dedicated FAQ page helped customers understand the promotion details.
- Document lessons learned: Each year’s insights shape the next campaign to better meet community needs.
By evolving its sales strategy and leveraging ACTIVENet tools, Denver Parks and Recreation has transformed a single-day rush into a month-long celebration of fitness and community wellness.
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