Something that has been planned on TOC, that I think a version of may be a good idea for LOC, is the Tier membership scheme...
Such as, we have 'european members' who dont benefit from the discounts, and some members who just dont want to pay the 25 quid...
So perhaps, offering a Silver membership, at a lower price, and perhaps access to the 'Car Park' in GOLD, or a few additional features might attract a few more members to sign up???
Just a thought, please feel free to ignore me though..