- November 14, 2024
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Last December, the beloved Paradise Center's location was put in limbo when the Tidewell Foundation building, which houses the center, was put up for sale.
“There are several community members who have raised concerns about making sure that the Paradise Center stays where it is and doesn't go away,” said Executive Director Amy Steinhauser. “It's not just our members. The community understands that providing a year-round activity hub here is a pretty essential service.”
Steinhauser plans on starting a capital campaign to buy the building from the Tidewell Foundation. Since members have expressed the importance of its accessibility on the Key, this urged the Paradise Center to stay at its prime location and expand its space for more activities and medical services to the community.
With the strong relationship the center has built with the Tidewell Foundation, Steinhauser is hoping to negotiate the $3.1 million price down to $2.5 million. Due to zoning restrictions, the center's possible competition would be a company with the desire to establish itself on the island, but she is counting on its strong community foundation to prevent this from happening.
Through a grassroots fundraising effort, Steinhauser and the board of directors have started meeting with representatives of local foundations and private donors to raise money for the campaign. She hopes new residents will also want to donate as well.
Along with solidifying its location, the center is also changing its membership system. Previously, a Paradise Center membership was $500 for unlimited free classes. Starting in 2025, membership will be $50 for a base membership with perks like access to online pre-recorded classes, but does not include free ongoing programs.
Steinhauser expects local businesses will continue to extend members exclusive benefits, which has included a free glass of wine or beer at the Lazy Lobster, 10% off for new clients and $15 off every purchase at Design 2000 Salon and a complimentary dessert with every $15 purchase at La Norma.
The drop-in class fee will be raised from $15 to $20 in January. To attend classes, people can pay the drop-in fee or purchase a “Paradise Pass,” which is $500 for 50 classes. This makes classes $10 each. As this progresses, a range of Paradise Passes will be available for different prices, such as a pass for $300 for 20 classes.
“This will be a way that we can ensure that our instructors are all being supported by the actual people who are taking the classes,” said Steinhauser. “It should put us in a much stronger position to be able to continue to offer more programs.”
Steinhauser said that their main goal going into the new season is growing their membership base. She hopes that the Paradise Center will become a place where everyone with various backgrounds and interests can find a home.
To make classes accessible to as many people as possible, the center's new programs prioritize accommodating all skill levels and a wide variety of activities. The new additions include chair yoga, pilates, non-impact aerobics, do-it-yourself art classes and bridge.
The team also transformed the two front rooms into a treatment room for massage therapy and reiki and a community room. In the community room, Steinhauser is asking for furniture donations to make the space more inviting for people to visit before and after classes.
Recently, the center hired Christine Rothberg, former marketing director for the Longboat Key Chamber of Commerce, as its new marketing director. She will write the “Paradise Press” newsletter and work with the local marketing and design company, Madison Ave. Media, to run social media and marketing tasks. Steinhauser said that the Paradise Press will now be sent directly to members’ mailboxes instead of being in the Observer.
“My main focus is for everyone on the island to be able to create strong community ties and combat isolation because it's really easy to become lonely out here,” said Steinhauser. “I would love to see the Paradise Center be the cornerstone of connection and wellness for Longboat Key.”
