Fairgrounds is Opening New Sporting Clubs to Keep Older Consumers Active
Colin Smith — June 13, 2024 — Lifestyle
References: quadreal
Fairgrounds Public Racket Club has entered into a partnership with QuadReal Property Group to address the surging demand for pickleball and padelball among older consumers, namely from the Boomer generation, in Canada. This collaboration will see the launch of two new club locations, beginning with the Cloverdale Mall in Etobicoke, which opened on February 16th featuring nine pickleball courts. The second location, Assembly Park in Vaughan, is set to open later in the month, marking a significant milestone as the country’s first mixed-use facility dedicated to both pickleball and padel. Fairgrounds is redefining the accessibility of racket sports by eliminating the traditional barriers of exclusive membership and initiation fees. Instead, they offer an hourly rate play with free membership, making the sports inclusive and available to the broader community.
In addition to providing sports facilities, the Fairgrounds locations will include a bar and restaurant, along with a retail space for branded merchandise. QuadReal, recognized for its global real estate management, investment, and development, has collaborated with Fairgrounds to create an immersive, community-centric environment at each location.
Image Credit: Fairgrounds, QuadReal Property Group
In addition to providing sports facilities, the Fairgrounds locations will include a bar and restaurant, along with a retail space for branded merchandise. QuadReal, recognized for its global real estate management, investment, and development, has collaborated with Fairgrounds to create an immersive, community-centric environment at each location.
Image Credit: Fairgrounds, QuadReal Property Group
Trend Themes
1. Inclusive Membership Models - The elimination of traditional barriers such as exclusive membership fees in sports clubs makes racket sports more accessible to a broader demographic.
2. Multi-use Sporting Facilities - The development of mixed-use facilities that accommodate both pickleball and padel offers a versatile recreational space.
3. Active Aging Initiatives - The focus on designing sporting environments that cater specifically to the Boomer generation promotes an active lifestyle among older adults.
Industry Implications
1. Sports and Recreation - Offering inclusive, pay-per-hour access to racket sports can attract a wider range of participants and increase community engagement.
2. Real Estate Development - Creating community-centric, multi-use sports facilities can drive higher foot traffic and enhance property value.
3. Hospitality and Retail - Integrating dining and retail options within sporting clubs can enhance the overall customer experience and generate additional revenue streams.
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