MARKETING LESSONS FROM THE CASC CONSULTATION
Alison Randle BGA Development Officer
alison@gliding.co.uk 01453 – 882 720 07910 – 300 246
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Community Amateur Sports Club

Tax breaks and £ benefits
At least £350k pa
BUT in return, clubs must: • Be open to all • Be flexible around affordability • Facilities must be accessible by all members

38% registered

plus 12% wish to

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Junior Gliding Centre
Criteria to gain accreditation • Policies & processes ‘scaffolding’ • Named volunteers taking responsibility • Team approach • Links to local groups

25 JGCs

15 of which are CASCs

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CASC (and JGCs)
• Club management
– Positive – Flexible – ‘can do’
• £s to boost facilities and flying activity • Viewed as well-run  more grant success
More people fly more 
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The Gliding Club

PEOPLE MUSTVolunteers

FLY AS MUCH Time

Money

AS POSSIBLE

& Energy

INCLUDING THE BusinesCsOMMITTEE...

THE COCKPIT SHOULD BE A COMMITTEE-FARct&iEviEty ENVIRONMEMNemTbers
Sports Club

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Gliding Club Schemes

What effect do these schemes have on clubs?

• Creative solutions & products

• Specific needs are considered and met

• Volunteers are valued

• Better governance

• Better communication

• Grants!

etc etc

Benefits
EVEN if the club decided not to go ahead

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CASC Consultation
Challenging targets around: • Affordability • Accessibility
Response = very high THANK YOU! We analysed clubs from a very different perspective: • Annual membership & flying fees • Products & packages

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A health check for gliding
What we discovered: • Gliding is (by far) the top CASC sport • The costs aren’t hidden • Gliding is more affordable than we thought • Clubs have designed a whole range of
– Flying packages & products – Pricing schemes
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Flying packages and products

First contact

Training start

Ab initio training

Solo

Advanced training

License

Personal choices

Active participation

Retirement

•Cross country •Local flying •Aerobatics •Instruction •Competition •Social aspects •Local/international
organization •Professional involvement

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Examples of existing club packages and products
Bulk buy of launches or flying fees for a 20 - 25% discount Free or reduced charges at times when demand on club facilities is lower Concessions on membership, launch fees and flying fees for:
Juniors (under 26) – with some clubs providing free flying fees Students Elderly (over 65) Families Fixed price to solo membership & training packages Fixed price bundles of launches and flying fees at discounted rates Hosting University Gliding Clubs as affiliated clubs, giving reduced cost flying for students Block membership for specific groups such as schools A fixed fee for flying club gliders of £350pa, regardless of the time spent flying (membership and launch fees to pay on top) – this rewards the keenest pilots Caps on launch and flying fees in a day Reduced soaring fees Specific young person, disabled and schools schemes Discretionary scholarships and bursaries – often funded from legacies and gifts Midweek discounts (open to all members) Winter soaring ticket, and other season tickets (similar to bulk buy schemes) Free flights for young pilots, on specific schemes, sometimes in exchange for helping around the club and supporting flying activities

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Pricing schemes
• Bulk buy of launches or flying fees for a 20 - 25% discount • Free or reduced charges at times when demand on club facilities is lower • Concessions on membership, launch fees and flying fees for:
– Juniors (under 26) – with some clubs providing free flying fees – Students – Elderly (over 65) – Families • Fixed price to solo membership & training packages • Fixed price bundles of launches and flying fees at discounted rates • Hosting University Gliding Clubs as affiliated clubs, reduced cost flying for students
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Pricing schemes
• Block membership for specific groups such as schools • A fixed fee for flying club gliders of £350pa, regardless of the time spent
flying (membership and launch fees to pay on top) – rewarding keenest • Caps on launch and flying fees in a day • Reduced soaring fees • Specific young person, disabled and schools schemes • Discretionary scholarships and bursaries – often funded from legacies and
gifts • Midweek discounts (open to all members) • Winter soaring ticket, and other season tickets (similar to bulk buy
schemes) • Free flights for young pilots, on specific schemes, sometimes in exchange
for helping around the club and supporting flying activities
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A health check for gliding
What we discovered:
GLIDING DOES A LOT ALREADY
What could we do with greater collaboration and co-operation
between clubs?
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MIHIRLWYGH
• Treasurers’ Forum & CFI Forum • Consider your current products & packaging • Talk to (and work with) other clubs • Call on BGA support • Review effectiveness
Be creative – don’t self limit
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