5 Keys to HOT! Recreation Programming

1. 5 Keys to HOT!Recreation Programming CPRS Conference March 16, 2006 Anne T. Nixon, CPRP PIVOT Recreation Resources

2. The Center of Clayton

4. The Lodge Des Peres

5. Only in Japan

6. Only in Hawaii

7. Only in India

8. Only in Texas

9. Only In Thailand

10. AT Last

11. Only In America

12. Introduction • Taxes v Program revenues • New understanding of urgency • Applies to all programming • Getting programming staff on same page • Understanding consumer needs • Program design with those expectations • Effectively costing then pricing the product • Promotions • Programming with creativity • Sell, sell, sell

13. Introduction • Getting programming staff on same page • Understanding consumer needs • Program design with those expectations • Effectively costing then pricing the product • Promotions • Programming with creativity • Sell, sell, sell

14. 5 Keys • Planning • Memorable Experiences • Marketing • Program Lifecycles • Change

15. Creating Memorable Experiences • If it doesn’t go “wow”, it doesn’t go! • Relationship between the customers preconceived expectations and the service received. Goal is to exceed the customers’ expectations. • Pay attention to details. Inspect what you expect.

16. Understanding the Market • Generational Differences • Demographics • Market Segments

17. Generational Differences • Lifetime expectancy is up 30 years form 1900 • The older adult market spans four/five generations • Depression Era 1900-1939 • Stage 1 1900 – 1929 76 years and older • Stage 2 1930 – 1939 66 – 75

18. Demographics

19. Market Segments

20. Capacity Management • Two types of capacity • Load Capability • Use

21. Capacity Management • How to fill capacity • Prime time • Non-prime time • Skill level with significant differences in presentation

24. Facility Use Programming

27. Evolution of Program Stages • Purpose of tracking program stages

28. Participant Lifecycle - Basketball

29. Program Lifecycle

30. Boston Consulting Group ModelInventory Portfolio Analysis • Cash Cows • Stars • Question Marks • Dogs

31. Changes in Current Programming • Why change?

32. Good to Great

33. Interview Questions • How do you keep up with your continuing education? • What does success mean to you and how do you evaluate it? • What computer knowledge do you have? • How would you approach meeting a client for the first time? • You are matched with a client that you just can’t connect with and find yourself dreading each appointment. What do you do?

34. Values Matrix

35. Audition Tools • The instructor introduces her/himself to new participants. YES NO 3 0 • The instructor has a warm-up section of the class that includes stretching. YES NO 3 0 • The instructor gives corrective feedback to participants on form to ensure the safest and most effective workout. YES NO 3 0

36. Champions!!! • Staff Training • Art instructors • Sports coaches • Personal trainers • Group Exercise Instructors • Clearly defined expectations • Problem solving / empowerment • Performance standards • Image

37. Shaping The Vision • Image/Names/Logos • Communication • Fish, Cheese and Pickles

38. Program Inventory • Develop inventory according to market mix • For example,

39. Fall Program Mix

40. Winter/Spring Program Mix

41. Summer Program Mix

42. Participant Lifecycles • Age Differentiation • Develop program plan based on market • For example,

43. How can we be entrepreneurial & progressive with our programming plans? • Core service • Quality brings repeat business • Increase the likelihood of success • Loyalty vs. customer satisfaction • Create standards used agency wide • High degree of quality • Consistency

44. Purpose of a Revenue Policy • Provides guidance to staff • Is a reference and descriptive • Describes action or purpose to consumers • Planning tool • Supports fees and charges philosophy • Helps to define differences between policy and procedures

45. 3 Types of Programs • Public-FREE (special events, community services) • Merit-Pay to play. (swimming lessons, basketball leagues) • Private-Specialized service to generate revenue (golf/tennis pros, personal trainers)

46. Pricing Strategies • Price to value • Menu price • Pay per visit • Multiple visit discounts • Primetime versus off-peak • Early registration discounts • Monthly dues versus session fees • Preferred customer discounts • How can you create these opportunities?

47. HOT Programs • How were they priced?

48. As Staff, why is it important to view this differently? • Differing philosophies among us • Competition for the leisure dollar, consumer choices • Experience planning heightens consumer expectations • Complex • Plan with confidence • Strive for the extraordinary • Experience + Loyalty = Revenue

49. Who are noted experience planners/recreation programmers? • What elements are incorporated in this activity that make the experience? • What makes it extraordinary?

50. Ask • How do I become an outstanding programmer and a facilitator of ideas? • As an extraordinary organizer who makes it possible for others • Make it work economically • Know when to say “No” • Constantly thinking about how to improve-systems, programs, staffing, marketing, etc.