servusplace.ca - City of St. Albert

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2009 Annual Report
Children
Servus Credit Union Place
Facility Map
Child-minding
Program Room
Ron Hodgson and Southgate
Pontiac Buick GMC Children’s Playground
Ice
Leisure Ice
Mark Messier Arena
Performance Arena
Troy Murray Arena
3
4
5
Meeting Rooms
6
11
7
9
Morinville Room
Multi-purpose Room
Qualico Boardroom
12
27
29
Food / Beverage
Recreation / Fitness
Canadian Natural Fitness Studio
Christenson Track & Training Centre
• Spin bikes and Olympic Weights
Community Gymnasium
Equipment room
Fitness and Wellness Centre
Fitness Testing Room
Landrex Water Play Centre
Mind Body Studio / Kinesis
Pizza 73 Fieldhouse
Sarasota Fieldhouse
Sobeys Kitchen
3rd floor
Booster Juice
Skybox Express
Skybox Grill Restaurant
Skybox Café
21
16
17
20
14
1
26
13
15
28
8
2
24
25
Retail / Services / Offices
Dynamic Physiotherapy
Source for Sports
St. Albert Rams Lacrosse Club
St. Albert Ringette Association
St. Albert Skating Centre
St. Albert Steel
19
18
23
23
10
22
10
7
11
9
6
Main Floor
3
8
5
4
12
17
14
2
18
1
19
16
15
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Table of Contents
2.
Mayor’s Message
3.
Facility Director’s Message
4.
Research and Review
6.
New in 2009
7. Memberships and Admissions
9.
Fitness and Recreation
11.
Event Highlights and Bookings
13.
Marketing and Media
14.
Financials
16.
Sponsors
1
2009 Annual Report
Mayor’s Message
Residents and Friends,
As the City of St. Albert presents the 2009 Servus Credit Union Place
Annual Report, it is a pleasure to reflect on the progress made and
the steady increases in participation for all aspects of this magnificent
community facility. It is something we can all be proud of.
It’s great to see how
deeply rooted Servus
Place is within this
community...
The myriad of activities taking place at Servus Place on any given day
is reflected in this report. This includes school children playing soccer,
parents pushing strollers to music, people playing shinny, young people
playing basketball, active seniors walking against the current in the pool’s
river, parents and children in the playground and of course, a steady stream
of fitness enthusiasts in the fitness centre and studio.
And that is just part of the puzzle.
On evenings and weekends, there are active users of all the ice surfaces,
turfs and courts that we have to offer, while their fans watch from the
stands. When a tournament or special event comes to town, it is delivered
with excellence, demonstrating the high calibre of staff and commitment to
operating this outstanding facility.
With the recent announcements of upcoming major events, such as the
Continental Cup in curling and the Esso Cup female hockey championship,
Servus Place will certainly make its mark on the national and international
stages.
It’s great to see how deeply rooted Servus Place is within this community,
and while it may bring St. Albert international attention, there will always be
room on a field house for parents and their strollers.
Nolan Crouse | Mayor
City of St. Albert
2
Facility Director’s Message
The puzzle is coming together and the picture that is emerging is one
filled with active, healthy, smiling faces.
The last year has been full of challenges and successes. We’ve taken what
we learned from the Servus Place review and transferred it from paper to
planning to action. The result has been a buzz -- a positive energy that one
feels when walking through the building.
First, I’d like to recognize what I consider the most important piece of the
Servus Place puzzle, the 211 staff who keep this facility running daily. From
those who serve our members and guests every day, to those who keep us
up and running behind the scenes, this facility could not function without
the commitment and service from this outstanding group of people.
Next are our members, who have demonstrated their ongoing commitment
to healthy, active living and the community by purchasing and maintaining
memberships at Servus Place. Many of you we’re getting to know by
name as we have become part of your weekly routine. As we have started
recognizing your achievements in our monthly electronic newsletter, I am
repeatedly fascinated and inspired by your stories and what keeps you
coming back on a regular basis.
The result has been
a buzz – a positive
energy that one feels
when walking through
the building.
To our guests from St. Albert, the greater Edmonton region and beyond
who visit us for a few hours or a full day, we are pleased that you chose
Servus Place for active living programs and aquatics, ice and recreational
time. Your commitment to a healthy lifestyle will pay dividends.
We have proudly met the needs of a number of sports organizations in
St. Albert as part of their offerings. Through the programs they offer at
Servus Place, they are providing citizens with opportunities to stay active,
acquire skills, become leaders and contribute to the greater community
through sport and leisure.
Our partners within Servus Place round out what this facility has to offer.
From our food and beverage providers to our retail and physio businesses,
we’ve maximized our space and services to make each member and
visitor experience a positive one. And the partners whose names you see
throughout the building – our advertisers and sponsors – we encourage you
to visit these businesses and let them know just how much their support of
Servus Place is appreciated.
I’ve highlighted just a few of the pieces of what makes Servus Place such
a success, and I look forward to what 2010 brings as we continue to work
together to create the image of what Servus Place is in our community.
Diane Enger | Facility Director
Servus Credit Union Place
3
2009 Annual Report
Research and Review
Part of our continued success lies in our commitment to analyzing and
assessing our operation and adapting our business practices accordingly.
Research and review are as important to Servus Place as the delivery of
programs and services or maintenance of the physical structure.
Community Satisfaction Survey
The City of St. Albert conducts a survey of its citizens annually, to ensure
that satisfaction with various aspects of living in the community is
maintained or increases. In the 2009 Citizen Survey, residents were
asked the following question:
Based on your own use or your general perceptions of the facility, would
you say you are very satisfied, somewhat satisfied, neither satisfied nor
dissatisfied, somewhat dissatisfied or very dissatisfied with Servus
Credit Union Place (also known as Servus Place, Multipurpose
Recreation Centre)?
The results?
55% responded very satisfied or somewhat satisfied. This represents
a 15% increase over the previous year.
Market research
In 2009, Servus Place embarked on a market research study to provide key indicators in identifying our target
markets. Surveys were completed with three groups: 1) current users; 2) lapsed users; 3) potential users. The results
are still being thoroughly analyzed but some preliminary results are provided below.
Current users were surveyed on many aspects of Servus Place. What we found supports our customer
satisfaction survey of 2008. Here are some of the most popular responses:
What do you like about Servus Place?
• everything I need is in one facility
• it’s close to home/work
• the friendly staff
• the variety of equipment/machines
• it’s very well-maintained and clean
Is there anything that could be done to make your experience better?
• Larger change rooms
• More showers
4
Lapsed users were also surveyed on various aspects of Servus Place,
including why they stopped purchasing an annual membership. Here,
again, are some of the most popular responses:
Did you know?
What do you miss most about your membership at Servus Place?
• working out/staying in shape
must complete ‘Raving
Why did you stop your membership to Servus Place?
• didn’t use it enough to get full value
• it’s too far away from work/home
Potential users were surveyed online and provided valuable information
that confirms what Servus Place continues to offer.
What do you consider essential in a fitness and recreation facility?
• weights
• fitness machines
• fitness classes
• pool
• track
• gym
Potential users were also asked about their perceptions of Servus Place.
Here are the responses with which most respondents strongly agree
or agree:
• Servus Place is a valuable part of the community
• Servus Place offers programs and services for a range of sports
and activities
• Servus Place offers flexible membership and payment options
Note: For more research relating to market share and market trade area,
go to page 8.
Review
The Servus Place Review resulted in a number of recommendations to
management to strengthen operations. We’re pleased to say they
have either been addressed, completed or have been incorporated
into existing operations. This includes moving forward with a request
for proposals to complete a fitness expansion in the next few years.
All staff at Servus Place
Fans’ training. Having
raving fans means
achieving, “The kind of
service excellence that
turns a visitor into a
lifetime customer. A raving
fan is an advocate of our
products or services in the
marketplace.”
What do Servus
Place staff say?
•
•
88% of employees are satisfied
with their work as a City of
St. Albert employee
•
Servus Place employees say
the best thing about working
here is 1) co-workers and
2) interacting with the public
85% of employees are inspired
to give their very best in the
workplace
5
2009 Annual Report
New in 2009
Staff and management at Servus Place use a variety of business tools in the day-to-day operation of the facility,
such as research and review, consultation, best practices, and strategic planning. Whether it’s a decision affecting
revenues, infrastructure, aesthetics, community engagement, or customer service, this collective knowledge and
experience allows us to confidently implement new initiatives.
Membership fee increase
Beginning October 1, 2009, a new rate structure came into effect. A market survey was carried out in April
2009 to compare the rates and fees at Servus Place to similar facilities in the region. Membership fees were
compared with Millenium Place in Sherwood Park, Tri-Leisure in Spruce Grove, Kinsmen Centre in Edmonton,
and Collicut Centre in Red Deer. Daily facility rates were compared with Strathcona County, City of Edmonton,
City of Spruce Grove, City of Fort Saskatchewan, and City of Leduc. Based on survey findings, child, youth, and
senior rates were increased bringing them in line with those in comparable markets. Free admission also
changed to ‘under 2’ from ‘2 and under’ to mirror similar practices elsewhere.
Improvements
Landscaping
A landscaping project improved the exterior of Servus Place. New sod and rose bushes replaced the wood
chips at the building’s west entrance. A new concrete sidewalk was poured to create space for a bench and
commemorative plaque complementing the Stephen Barr memorial sculpture overlooking the main entrance.
The south entrance was spruced up with new sod.
Art
Stephen Barr memorial sculpture
On October 17, 2009, St. Albert’s newest work of art was unveiled in a dedication ceremony. The Stephen
Barr memorial sculpture was created to honour the architect of both Servus Credit Union Place and the former
Campbell Arenas.
Legacy II mural
This scaled-down version of the 27-panel installation was unveiled in September 2009. The original work was
produced to commemorate the 1994 Alberta provincial winter games in St. Albert. The Legacy II mural includes
15 of the original 27 panels in a new design created by local artist Phil Switzer. The other panels were
discovered in December and will be re-configured for a new display.
Concessions under new management
December 2009 also brought a new food and beverage provider to Servus Place. Earlier this year, a request
for proposals went out to the hospitality industry to find operators for the second floor restaurant and
concession spaces, including those located in the Performance Arena. The successful bidders opened the
three concession spaces late in the year and were on schedule to open a licensed family restaurant early in
2010. A contest was held on-site and through the St. Albert Gazette to name the restaurant. Many entries were
received and restaurant management selected Skybox Grill as being a great fit with both Servus Place and the
menu they planned to offer.
6
Memberships and Admissions
Membership and daily admissions accounted for over 55% of Servus Place’s annual revenue in 2009. Understanding
the breakdown of this significant component of our operation allows us to focus our marketing efforts strategically
to acquire new members and increase daily admissions. This also provides us with valuable information to provide
potential sponsors and advertisers who may choose to invest their marketing dollars in Servus Place because they
like the audience we provide them.
Average memberships
Memberships
•
•
•
•
•
the average combined number
of annual and monthly members
per month in 2009 was 6932
the ratio of annual to monthly
memberships was 2:1
the largest number of memberships
is adults, followed by families
the average size of family per
memberships is 4.7 people
81.3% of members are residents
of the City of St. Albert
Annual
67%
Monthly
33%
Memberships by demographic
Adult
41%
Family
28%
Child
9%
Senior
9%
Student
7%
Youth
6%
Total members by month
(includes both annual and monthly members)
Total membership revenue by month
10000
250000
8000
200000
6000
150000
4000
100000
Average / month
2009
6,932
2008
7,005
While we show fewer members overall
in 2009, more annual members versus
monthly members accounts for the
higher revenue.
Average / month
2009
$ 196,472
2008
$ 182,300
7
2009 Annual Report
Recent research* provided analysis into
Servus Place’s market share and trade area.
Market share within St. Albert of adults 20 years or older
Servus Place has:
• a 15% market share of all adults living in St. Albert
• a 31% market share of active adults in St. Albert
• a 42% market share of active adults in St. Albert who use
a fitness or recreation facility
When fitness and recreation facility users were asked ‘how close is your
current facility to your work or home’:
• most respondents live within 10 km of their current facility
• almost as many respondents work within 10 km of their
current facility
While this indicates Servus Place has strong market penetration, there
is room for growth, mostly among active and non-active adults in
St. Albert. The membership and daily admissions information, as well as
survey data identifying proximity of a facility to home or work, confirms
our targeted market trade area of St. Albert and north Edmonton.
Daily admissions
60000
Daily admission fees counted for over 16% of our
revenue in 2009. The average number of daily
admissions in 2009 was almost 40,000 per month.
The day with the single highest daily admission was
Family Day.
Daily admissions by location
(compiled May - Dec 2009)
Total day uses
50000
40000
30000
St. Albert
56%
Edmonton
22%
Refused to answer
10%
Alberta
5%
Morinville
3%
Sherwood Park, Spruce Grove, Stony Plain
2%
Average / month
Sturgeon County
1%
2009
39,378
Outside Alberta
1%
2008
33,551
20000
* MKM, Market Study - Servus Place, December 2009
8
Fitness and Recreation
Total participants in fitness drop-in programs
Drop-in Fitness Program Participants 2008
3500
Lesson fees accounted for approximately 10% of
our revenue in 2009. These include fitness classes,
recreation programs and camps, cooking classes and
personal training. Drop-in programs continued to
be popular as we offered an average of 124 drop-in
fitness programs per month to an average of over
2,600 participants.
Drop-in Fitness Program Participants 2009
3000
2500
2000
1500
In the community, we organized over 230 recreation
programs, including the Leaders in Training program
which placed 37 youth in summer camps. They
provided approximately 2,600 volunteer hours over
the course of the summer. The Cruising Club House
program also provided 210 hours of free community
programming at 14 different parks throughout St.
Albert.
1000
500
Average / month
The fitness centre remains a busy part of Servus Place.
In 2009 we had over 304,000 visitors at an average
of over 840 users a day.
Statistics • Landrex Water Play Centre – approximately
239,000 users in 2009
2009
2656
2008
1200
Total participants in registered fitness programs
4000
Registered Fitness Program Participants 2008
Registered Fitness Program Participants 2009
3500
• Busiest month in the Landrex Water Play Centre was August with over 25,000 swimmers
• April was the busiest month for drop-in fitness
classes with almost 3,400 participants
• November was the busiest month for registered
fitness classes with over 3,850 participants
• Child-minding – an average of almost 800
children per month
3000
2500
2000
1500
1000
500
• Summer camp – over 700 children participated
in summer programs
• Recreation Programs – almost 15,000 people
participated in recreation drop-in programs
Average / month
2009
2422
2008
2039
9
2009 Annual Report
Achievements
Fitness – due to overwhelming
popularity and a 100% growth
rate for drop-in classes on
Monday evenings, Wednesday
evenings and Saturdays, Servus
Place responded by moving
those classes out of the Fitness
Studio and into the Community
Gymnasium. With an average of
80 participants per class, this
has increased user comfort while
allowing for greater participation
and access.
Kudos
Comments from parents after
summer camps:
•
•
•
“Excellent program with good
use of the facility and good
cost=activity.”
“This was my daughter’s
first time attending a day camp
program at Servus Place. She
had a great time and she will
for sure be back again.
Thank you.”
“The camp was very good. My
daughter, who is a bit shy, was
welcomed and seemed to have
a great time. The leaders did
a great job!!”
Comments from participant in
the Bigger Loser program:
•
“It was so wonderful being in
a team environment. Every
time I didn’t want to come, I
thought of everyone else
being there and if they could
- so could I!! Great bunch of
people - terrific trainers!!
Thank you so much for
helping me achieve my goal
for this session.”
10
Partnerships and community engagement
Servus Credit Union Place is committed to improving wellness through
active living and wellness expertise. Staff identify and establish relationships
with various groups who share a commitment to health and wellness on an
ongoing basis. We currently have established partnerships and community
relationships with the following organizations:
• Alberta Health Services
• St. Albert Primary Care Network (PCN)
• HEALD study through the University of Alberta
• The Multiple Sclerosis Society
• Alberta Sport Development Centre (ASDC)
• The Steadward Centre at the U of A
• Dynamic Physiotherapy
Event Highlights and Bookings
In 2009 we supported almost 100 events and tournaments, including such
major happenings as the St. Albert Chamber of Commerce Trade Show, the
Special Olympics Alberta Summer Games, and the Oil Kings pre-season
tournament.
Events
The events held at Servus Place span a wide spectrum of activities. In
addition to hockey, ringette, lacrosse, figure skating, and soccer league play,
other activities hosted here included:
•
•
•
•
•
•
•
•
•
•
Receptions
Tournaments
Trade shows
Sports camps
Volunteer fairs
Athletic “Games” events
Opening Ceremonies
Birthday parties
Media conferences
Boardroom meetings
Member and guest events
Servus Place hosted two special events this year. The Halloween Haunt on
October 23rd saw over 1,100 children, plus their parents, enjoy a variety of
activities throughout the facility. We also held our first member and sponsor
Christmas party offering a chili lunch to almost 400 guests, carollers, a visit
with Santa, and tickets to the St. Albert Steel hockey game.
In 2009 we supported
almost 100 events and
tournaments, including
such major events as the
St. Albert Chamber of
Commerce Trade Show,
the Special Olympics
Alberta Summer Games
and the Oil Kings preseason tournament.
11
2009 Annual Report
Tournaments
Servus Place continues to be a choice location
for a variety of athletic tournaments. In 2009
the following sports were represented at
events held here:
•
•
•
•
•
•
•
Indoor soccer
Hockey
Ringette
Fencing
Karate
Lacrosse
Wheel Chair Basketball
Bookings
Total hours of arena bookings
1500
Hours used 2008
Hours used 2009
1200
900
600
300
Facility rentals accounted for over 23% of
our revenue in 2009. These include arenas,
fieldhouses, the gymnasium and meeting rooms.
Major event
announcements
In 2009 a number of major events
were announced for the City of St.
Albert and Servus Credit Union
Place. These are:
•
National Women’s hockey
team game against the
St. Albert Raiders
- January 10, 2010
• Continental Cup of Curling
- January 13 - 16, 2011
•
Esso Cup – Canadian National
Women’s AAA Midget Hockey
Tournament
- April 17 - 23, 2011
• Special Olympics National
Winter Games
- February, 2012
12
Marketing and Media
Servus Place has continued its promotion within St. Albert while extending
appropriate promotions to the greater Edmonton area. The program guide,
website, bus benches, and newspaper ads continue to be our primary tools
to promote our programs and services.
In December we launched
a new member campaign
with an interesting twist.
We have been proactive in our media relations activities and have received
some coverage from Global TV, which featured our new Yoga for Cancer
Survivors program on their Health Matters news segment. The Global
TV troubleshooter also featured our cleaning standards in the indoor
playground.
We changed the format and frequency of our newsletter beginning in
November, moving to an electronic format distributed to over 5,000 people
monthly. The new newsletter’s journalistic approach has been well-received,
and its feature stories, member profiles, and community focus have
generated positive feedback.
In December we launched a new member campaign with an interesting
twist. All annual members as of January 31, 2010, were entered into a
draw for a trip for four to Disneyland. The campaign included print ads,
postcards, transit ads, rink boards, and colourful ceiling banners that
decorated the halls of Servus Place.
13
2009 Annual Report
Financials
Revenues and expenditures
Memberships - 39.04%
Admission Fees - 16.04%
Lesson Fees - 10.21%
Rentals – Facility - 23.05%
Advertising / Sponsorship - 9.03%
Sale of Goods (Commission & Vending) - 1.31%
Miscellaneous Revenue - 1.32%
14
Financial statements
2009 Financials (unaudited)
2009 YE Budget
2009 YE Actual
Variance
Memberships
$2,365,600
$2,357,662
-$7,938
Admission Fees
$753,600
$968,841
$215,241
Lesson Fees
$588,000
$616,462
$28,462
Rentals – Facility
$1,408,600
$1,392,151
-$16,449
Advertising / Sponsorship
$559,700
$545,279
-$14,421
Sale of Goods (Commission & Vending)
$83,900
$79,162
-$4,738
Miscellaneous Revenue
$64,500
$79,739
$15,239
Total Revenue
$5,823,900
$6,039,296
$215,396
Personnel Costs
$3,731,300
$3,660,519
-$70,781
Contracted & General Services
$743,100
$749,867
$6,767
Utilities
$958,200
$821,081
-$137,119
Materials, Goods & Supplies
$446,400
$453,187
$6,787
Internal Debt Payments
$215,200
$215,200
$0
Transfer to Operations - Aquatics
$768,400
$706,857
-$61,543
Transfer to Operations - Public Works
$702,000
$690,868
-$11,132
Total Expenditure
$7,564,600
$7,297,579
-$267,021
Net Surplus (Deficit)
-$1,740,700
-$1,258,283
$482,417
Recovery Rate
77%
83%
Cost Recovery Rates
2007
68%
2008
81%
2009
83%
15
2009 Annual Report
Sponsor Recognition
title sponsor
platinum sponsor
gold sponsor
silver sponsor
Town of Morinville
Natural Resources
Canada
silver donors Alberco Construction, Connect Logistics, Murray and Jan Brown
Peak
Playgrounds
bronze sponsor
Melcor Developments
Limited
Genstar Development
Company
Reid Built
Homes
bronze donors Alliance Pipeline Ltd., C.I.B.C., Scotiabank
copper sponsor
• Austin Security Ltd.
• Greenboro Homes Ltd.
• Pals Surveys & Associates Ltd.
• Sturgeon Auto &
Body Shop Ltd.
• Riverside Yamaha - Suzuki
copper donors Shore Belzil Jardine Barristers & Solicitors
Retail Partners in 2009
• Booster Juice
• Dynamic Physiotherapy
16
• Skybox Cafe
• Source for Sports
• Canmedia
• UMA Engineering Ltd.
• Mediaco
Abbey Lane
Homes
Guest Services / Admissions
Concessions
Elevator
Public Telephone
Stairs
Spectator Access
Washrooms
Spectator Seating
Family Changeroom
Dressing Rooms
Bank Machine
Second Floor
22
21
23
25
24
20
26
27
29
28
Third Floor
Christenson Track and Training Centre
• Spin bikes and Olympic Weights
Servus Credit Union Place
400 Campbell Road
St. Albert, Alberta
780.418.6088
servusplace.ca