KNOXVILLE, Tenn. — Ijams Nature Center has seen a sharp increase in memberships since announcing capital plans that include a new daily $5 parking fee.
In January, new memberships rose more than 400 percent above past rates, according to Ijams CEO and President Amber Parker. In February, new memberships jumped more than 3,300 percent above the average of all past years, she said.
Ijams announced in January it was imposing the daily fee starting in mid February.
But as an incentive to become a member, the South Knoxville center said parking would be included in Ijams memberships.
The CEO said Ijams sees more than 600,000 visitors per year. Until the parking fee went into effect, it had about 1,000 members or donors.
Ijams draws people from across the county and world. It's on 318 acres and features 14-plus miles of trails on Fort Loudoun Lake near Forks of the River Wildlife Management Area.
Parker said Ijams' move to charge for parking has also raised awareness about the fact that it's a non-profit that gets less than 10 percent of its budget from the city and county.
"I cannot tell you how many people have said, I didn’t know Ijams is a non-profit. It’s been really great in that respect. It’s been wonderful," she said.
The nature center has only about two weeks' worth of data on money raised so far from the new parking fee. It'll be several months before they see what kind of impact the fee is having on raising money, she said.
Also, she said, February and March aren't as high-demand times as June and July, she said.
All funds collected from the daily parking fee go toward operational costs and facility maintenance.
Ijams in January unveiled a master plan that calls for parking lot improvements and work on Island Home Avenue as it bisects the area, a "Homesite Pavilion" for events, renovations to the visitors center and "a new, accessible canopy walkway allowing all visitors to move through treetops and over bluffs.
The plan also includes new buildings at nearby Mead's Quarry, which has seen increasing public usage over the years.
Spring marks an acceleration of events staged at Ijams.
On Saturday, April 6, it will host "Spring Into Hope," Parker said. It's a "Mental Health Awareness Festival" that includes the University of Tennessee College of Social Work and the Tennessee Suicide Prevention Network.
On April 21, it will host Fleurish, a collaborative runway show showcasing how sustainability, conservation, and beauty intertwine with our lives and our future. Local designers, hair stylists, and makeup artists join forces to create amazing designs that incorporate sustainable materials and innovative recycling methods, and reusing what was once discarded.
