Park staff touts revenue gains and staffing success in 2025 aquatics season

Crystal Ross, senior deputy director for Dallas Parks and Recreation, and aquatics staff presented a recap of the 2025 aquatics season on Oct. 23, highlighting increased revenue, expanded programming and improved cost recovery.

Ross reported that the division achieved roughly 37% cost recovery and an increase in revenue of “a little over $100,000” compared with prior years, despite a rainy June. Staff credited fee adjustments approved earlier in the year, creative programming and outreach (including partnerships with school districts and public libraries) for boosting attendance and revenue.

Staff said they conducted more than 800 interviews and hired about 560 seasonal staff for the aquatics season; training and certification efforts were emphasized as part of recruitment and retention. Ross and other presenters highlighted events and programs including Bahama Beach media and community days, swim-team participation growth, water polo programming, senior water-aerobics and scholarship-supported swim lessons that increased by roughly 300 participants this year.

Board members praised the division’s hiring success and cost-management: one board member noted revenue increases and a three-year dip in expenses as evidence of improved operational performance. Members singled out the department’s partnership with Dallas Independent School District to embed lifeguard training in school programming and noted that a pool renovation (coating replacement at Mojave Beach) is scheduled to begin next month.

Board discussion included suggestions about dynamic pricing and business-planning by location to capture higher demand at peak times and develop season-pass strategies. Staff said they are analyzing location-specific data and developing business plans.

The board commended aquatics staff for the season’s outcomes and extended thanks to the team; no board action was required on the briefing.