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KLM lodge posts higher revenue in 2024 after operations overhaul; managers target data‑driven marketing
Summary
Staff reported that the Katherine Legge Memorial (KLM) lodge increased revenue in 2024 by shifting to higher‑value weekend bookings and by streamlining operations; the report described facility upgrades, new booking processes, and a CRM that staff say improved lead conversion.
KLM lodge staff told the Hinsdale Parks and Recreation Commission on Tuesday that changes in operations and marketing produced stronger revenue in 2024 even as total booking counts fell.
Why it matters: KLM is a village rental facility and revenue center; the department said targeting higher‑value weekend bookings and improving lead follow‑up increased revenue while reducing some operating costs.
Parks staff described an operational restructuring: the department implemented a CRM to capture and follow leads, reduced custodial costs by moving to a per‑event fee model and doing more setup in‑house when feasible, and adjusted weekday minimum rental hours from five to three to attract incremental weekday rentals. The report said rental income exceeded 2024 budget targets because staff prioritized higher‑value weekend bookings and made several rate and fee changes, including a cleaning fee and modest equipment rental fees.
Staff reviewed multiple facility improvements completed in 2024 and underway for 2025. Completed items include upgraded sound and lighting systems, new portable bars, branded coffee cups, a bottle‑filling station, renovated bathroom partitions, improved storage organization and a remodeled annex used as a groom’s room and program space. Ongoing and planned 2025 projects listed in the packet include a luxury vinyl plank floor installation in progress, another portable bar for the second floor, painting of heating registers, renovation of an alcove room, and a new concrete pad and replacement shed for outdoor storage.
KLM staffing also changed: the facility manager position transitioned to Arianna Nava in 2024; she later left to pursue graduate school and the department hired Corey Caruso in November to lead operations, the packet says. Staff said the facility will focus in 2025 on enhanced data collection, targeted marketing and customer surveying to grow revenue over time.
Staff provided booking and lead data showing the bulk of leads came from the village website, with supplemental leads from wedding platforms and third‑party sites; staff said the website produced the highest conversion rate. The report also noted an untapped geographic market in southern suburbs (Orland Park, Bolingbrook, Plainfield) that staff said they plan to target in future marketing.
Commissioners asked whether the lodge was turning away smaller events; staff said no events are refused, but higher‑value leads receive faster follow up to secure weekend dates. Staff said the department will continue to respond to all inquiries but prioritize outreach for high‑value weekend bookings.
Ending: Commissioners commended staff for the operational changes and upgrades; staff said it will continue building the CRM data set and pursue targeted marketing and additional modest capital improvements during 2025.
