Conduct a survey of your neighboring pools to see what their prices are. Also try selling passes for half-price midway through your season. This is no reason to limit lessons only to the morning hours. Try offering preschool lessons in the evening, and make the parents get in the water with the kids. Lifeguarding class, competitive swim teams, scuba lessons, water aerobics, adult lessons, canoeing classes or any other programming can mean more money coming into your facility.
Concessions can be a nightmare.
One popular answer is to have an outside food service contractor do your concessions for you and pay you a percentage. If possible, it may be in your best interest to require that the concessionaire pay a minimum guaranteed amount plus any additional monies owed to you at the end of the month. Investigate the addition of video games and pinball machines to increase your concession revenue. Rent the pool out during non-business hours. Any congregation of people can make a fair target.