Woodburn Aquatic Center Case Study Presenters: Jim Row, City of

Woodburn Aquatic Center Case Study
Presenters:
Jim Row, City of Woodburn Community Services Director
Kristin Wierenga, Recreation Services Manager
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In 2010, City of Woodburn was facing a significant general fund shortfall
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Aquatic Center required a $500,000 general fund subsidy (27% cost recovery)
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Frequent target of budgetary reductions
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Conducted an independent program analysis & operational review
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Initiated a “Turnaround” modeled after the success achieved in Astoria
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Improvements completed over an 8-month implementation period
Initiated Improvements to
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Management, recruitment & staffing
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Safety & training
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Marketing & advertising
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Programming
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Pricing & fee structure
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Merchandise & concessions sales
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Maintenance & facility improvements
Desired Impacts
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Expanded facility usage
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Improved financial sustainability
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Increased facility longevity
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“Interim Manager” responsible for implementation
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Permanent manager recruited that possessed financial, marketing, & related
“business” skills
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Cross-trained part time employees
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Consolidated staffing model is “leaner & meaner”
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Implemented automated timekeeping system
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Converted to New Lifeguard Training Program
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Implemented Vigilance Awareness Training
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More Clearly Identified Zones of Protection
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Regular “Supervisor” Conducted Lifeguard Audits
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Annual Independent Safety/ Lifeguarding Audits
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Created marketing plan that included social media to effectively target our demographics
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Improved website & registration experience
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Created rack card to attract “out of towners”
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Redesigned print materials & expanded distribution
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New logo, photos and specific focus on branding in all marketing efforts
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Return on investment “rule” for advertising
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Created specific campaigns throughout the year (i.e. March Promotion)
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Social media promotions
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Developed new swim lesson program with additional
day offerings & different session structure
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New party rental room & structure
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Created group “dry land” fitness program
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Specific programming goals with events
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New schedule focus for all activities
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Monthly membership program
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Developed child care program
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New jr. lifeguard program & aqua day camps
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Started masters swim program
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Increased community partnerships
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Belly Flop Contest
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Spooky Splash
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Egg Hunt
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Summer Kick Off Party
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Fee increases implemented along with program
improvements
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Eliminated non-resident fees
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Changed membership structure
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Swimming lesson fees did not Increase
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Simplified, expanded & promoted scholarship
program
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In 2014, updated fees again creating member vs
non-member structure
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Remodeled lobby/ front counter
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Enhanced retail & concessions sales through
creation of “Pool Store”
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Promotions – “Black Friday Sale”
Merchandise/ Concessions Revenue Increased 83%
FY 10/11
$17,385
FY 13/14
$31,891
Changed approach to maintenance
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Contracted for janitorial service
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Outsourced facility maintenance and hired pool
operator
Reinvested savings into capital improvement projects
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Remodeled lobby & employee area
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Created dry land exercise room
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Re-plastered pool
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LED underwater lights
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New pumps & VFD’s
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Painted entire facility
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Comparing 2010/2011 to 2013/2014
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Pass holders/ memberships (47% increase)
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Activity participation in swimming programs,
including lessons (4% increase)
Comparing 2011/2012 to 2013/2014
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Rental registrations (164% increase)
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Activity participation in group X classes (165%
increase - added dry land in 2012)
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Total facility attendance (13% increase)
FY 10/11
FY 13/14
% Change
Revenues
Expenditures
GF Subsidy
$179,035
$671,527
$492,492
$253,893
$508,569
$254,676
42%
(24%)
(48%)
Cost Recovery
27%
50%
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Keeping expectations reasonable
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Many controversies
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Pool temperature
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Fees (timing of increases, elimination of NR fees)
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Changes to membership structure
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Programming changes
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Swim club relations
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Maintaining customer service with reduced staffing
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Continual assessments of programs, fees, schedule, etc.
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Special marketing campaigns
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Opportunities & areas for improvement
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Further training & development of swim lesson program
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Outdoor programming &/or joint recreation programming
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Further increases in activities & participation
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Increasing party rental registrations
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Continuing to lower general fund subsidy &
increase cost recovery
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Customer service
Jim Row
[email protected]
Kristin Wierenga
[email protected]