
08-09-2005, 09:18 AM
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Water Ice Vendor
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Join Date: Mar 2005
Location: GardenCourt in UnivCity
Posts: 567
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From the Philadelphia Business Journal
Quote:
Marketing pitch matures
Peter Van Allen Staff Writer
A Center City gym is defying marketing wisdom to attract aging baby boomers.
For its "Defy Age" campaign, 12th Street Gym has abandoned well-toned young models in favor of, um, well-toned older models. The campaign features employee Sue Olds in a yoga pose with her age prominently displayed: 67.
"It's all changing because of the Center City condo boom," said Rick Piper, co-owner of 12th Street Gym, which draws on a residential base within 15 blocks. "You have Symphony House and all these other places. It's a return to the city by baby boomers. They're trading the suburbs for Stephen Starr restaurants."
Center City is home to 78,000 residents, according to the Center City District. Between 1998 and 2004, 6,436 residential housing units were added to the district, according to the economic development group. That translated to 9,300 new residents.
And the boom shows no sign of abating, with an estimated 1,465 apartments or condos expected to hit the market this year.
Health clubs aren't the only ones reaping the benefits of an influx of new residents.
To furnish the new places, home furnishings stores like Mitchell Gold + Bob Williams, Willams-Sonoma's West Elm furniture unit and Open House have opened or will open near 13th and Chestnut streets, not far from 12th Street Gym.
Retailers and restaurants are responding by opening or expanding hours on Sunday, said Rittenhouse Row spokeswoman Corie Moskow.
"Marathon Grill on Sansom Street is now open till midnight [on Sunday nights] and Smith & Wollensky's after-9 p.m. business has increased," Moskow said.
If the demographics and marketing have changed, one thing has not: The workout industry is cutthroat and, affluent or not, baby boomers still shop around for the best monthly rates, Piper said.
12th Street charges about $42 a month, compared to as much as $75 at other Center City gyms, a rate the 60,000-square-foot gym can manage because it owns the building, Piper said. But he said lower rates are also necessary to attract new members.
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Looks like the we may actually get those longer hours we have been wanting. If the market commands it then I guess we get it. YAY for all these new condos.
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