We have helped Rubicon Leisure harness the impact of digital display to drive engagement across their multi-site estate.
Rubicon Leisure was established by Redditch Borough Council to inspire the community to live healthier and happier lives. The company oversees five commercial venues and four Community Centres, and employs around 150 staff, aided by a further 150 volunteers.
Venues managed include: Abbey Stadium with its almost Olympic sized swimming pool, sports hall, running track, gyms and dozens of group exercise classes, Arrow Valley Visitor Centre at the heart of a stunning 900 acre Country Park offering water sports and fishing as well as host to several events including a music festival, the unique Forgemill Needle Museum, Pitcheroak Golf Club and thriving Palace Theatre – home to at least four shows a week.
As well as playing an important role in the community’s health and mental wellbeing, café culture thrives in many of the locations with popular bars, cafes and restaurants catering for every taste.
Sarah Casserely was appointed first Head of Marketing in 2023. Among the changes she wanted to implement she believed an improved use of digital display would help in a number of ways.
From a purely practical point of view, digital display would reduce the amount of print required. In the long run that would be a cost-saving exercise and would reduce the amount of ‘visual noise’ in certain locations.
But there was a bigger picture. Not only would digital display enable her team to respond to real time requirements – everything from information on the swimming pool temperature to updated Health & Safety notices – but it would allow cross promotion from site-to-site – updating visitors across the whole property portfolio on news, events & shows, promotions and much more.
Balancing Innovation with Public Accountability
As with all local authorities, there was a requirement to demonstrate best value for money. The process involved five potential suppliers.
Our first involvement were on visits and an audit to help Sarah choose the best solutions and plan the project. Sarah comments “Mid West Displays were chosen because we felt they offered the best all-round long-term solution. They clearly had a track-record of working with many clients in different sectors which was good to know, but they also offered a range of good value high-quality screens, backed up by added value services such as extended warranties, installation service and after-sales service which we felt were important
“And we were right – whenever any issue has occurred, they have resolved it quickly and without any additional costs to Rubicon”
Building a Network of Useful, High-Impact Screens Across Multiple Sites
Since April 2025, Rubicon Leisure have gone from effectively no working screens to 24 screens used across the group’s locations. The range includes:
Network Media Players – these helped turn existing monitors into dynamic digital display, linked to the network for easy content updating. Installed in Arrow Valley Visitor Centre
Digital Menu Boards – helping drive sales across Rubicon’s thriving bars, cafes and restaurants
Slimline Advertising Screens – looking smart and a smart way to deliver dynamic digital content.
Point of Sale Touchscreens – these small but effective screens allowing enable customers to book in for events and classes but are also set up to for gather customer feedback.
75” 4K HD Large Format Display Screens– making a big impact in any location
Freestanding Slimline Digital Totem – creating impact, delivering key communications in the bustling Abbey Stadium reception.
In addition to the screens, we were also able to:
- Supply high quality wall mounts for every requirement
- Offer extended 5-year warranties for extra peace of mind
- Enable network upgrades
We installed and commissioned all the screens.
Making Staff Ownership Possible Through Practical Training
Sarah stated “The training we received from Mid West Displays has been excellent, helping us to make use of screen’s many features. It has meant that we can train the onsite supervisors to take ownership of their own content.
“And the Network Upgrade has made updating easy. Not only can we update a screen’s content in real time remotely, but the software has enabled me to assign content updates to the relevant member of the team managing the marketing for that location whilst allowing me to oversee everything from one handy screen! The scheduling software is a fantastic tool for any marketing team.”
Positive Internal Feedback and Success in Visitor Engagement
Reflecting on the project to date Sarah said “The response has been great. Internally for example the Head of Food & Beverages was so impressed they wanted screens for the outdoor kiosks, and I think everyone working in the locations has seen the benefit of the screen.
“And from the community we have received good feedback, and evidence that the cross-promotions are having an impact.”
What Rubicon Leisure’s Experience Shows
Digital display is supporting Rubicon’s community goals:
- improving communication and service,
- helping staff share timely updates, and
- showcasing activities across all leisure venues.
Instead of simply being “screens on a wall”, the network is becoming a practical digital tool that supports engagement, operations and the community experience.
