Pflugerville City Council gave preliminary approval to a proposed membership pricing structure for The Monarch, the city’s new recreation center, with a goal of making the facility financially self-sustaining.
The specifics
During the meeting Nov. 10, council discussed the following proposed monthly membership fees for The Monarch:
The family plan includes up to five people. Additionally, memberships include a one-time $75 initiation fee.
Existing recreation center members who transfer their memberships to The Monarch will have their initiation fees waived and receive a 50% discount on their first six months. Those who enroll early during pre-sale will also have their initiation fees waived until the facility's soft opening.
The current pricing structure does not differentiate between Pflugerville residents and nonresidents.
Daily admission rates are proposed at $10 for youth, seniors and military members; $17 for adults; and $23 for families.
Diving in deeper
The proposed pricing is based on a 100% cost recovery model, according to the presentation. Council set a goal for The Monarch’s operations and maintenance to be self-sustaining within five years.
The council also considered a 60% cost recovery goal, which would require 40% of operating costs to come from another funding source. Council member Ceasar Ruiz expressed concerns about the membership prices in the 100% cost recovery model.
“Council decided to go for 100%, and in my opinion, I still love these prices, they’re good, but it prices people out,” Ruiz said. “I would like to see something like this be affordable. Shooting for 100% is ambitious.”
The Monarch is approximately 130,000 square feet and will be located in the upcoming Downtown East area. Amenities include four basketball courts convertible for pickleball and volleyball, an indoor pool with a lazy river and water slides, an indoor turf field, fitness and cardio areas, and more.
Dates to know
The Monarch's soft opening is scheduled for Jan. 19 and the grand opening is set for Feb. 12.
The current recreation center will close Jan. 10.
