KEY RECOMMENDATIONS WORKSHOP

MECKLENBURG COUNTY COMPREHENSIVE PARKS & RECREATION MASTER PLAN

March 2014

Survey Needs Assessment Priority Rankings Program Recommendations Marketing Recommendations Partnership Recommendations Greenway Recommendations Resource Management Recommendations Policy Recommendations Level of Service Standards Capital Improvement Recommendations Financial Recommendations including sponsorship recommendations

Facility / Amenity Priority Rankings

Overall Ranking Paved Walking and Biking Trails Nature Trails Indoor Fitness and Exercise Facilities Indoor Running/Walking Track Indoor Swimming/Leisure Pool Park Shelters and Picnic Areas Outdoor Swimming and Spray Grounds Community or Recreation Center Playground Equipment and Play Areas Off-leash Dog Park Mountain Bike Trails Community Gardens Outdoor Tennis Courts Indoor Basketball/Volleyball Courts Nature Center Outdoor Basketball Courts Outdoor Amphitheaters Golf Courses Lake Swimming Areas Youth/Teen Soccer Fields Youth/Teen Baseball and Softball Fields Skateboard Park Campground (RV or Tent) Youth/Teen Football Fields Outdoor Sand Volleyball Courts Adult Soccer Fields Adult Softball Fields ATV or Dirt Bike Course Lacrosse and Cricket Fields Equestrian Trails

1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30

Program Priority Rankings Overall Ranking Adult Fitness and Wellness Programs Special Events/Festivals Outdoor Adventure Programs Education/Life Skills Programs Water Fitness Programs Senior Programs Youth Learn to Swim Programs Adult Swim Programs Adult Art, Dance, Performing Arts Nature Education Programs Adult Sports Programs Youth/Teen Summer Camp Programs Youth/Teen Fitness and Wellness Programs Tennis Lessons, Clinics, Leagues Youth/Teen Sports Programs Pre-School Programs Programs for People with Disabilities Martial Arts Programs Before and After School Programs Golf Lessons Youth/Teen Art, Dance, Performing Arts Gymnastics and Tumbling Programs

1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22

Facility / Amenity Priority Rankings by Income Overall Ranking Paved Walking and Biking Trails Nature Trails Indoor Fitness and Exercise Facilities Indoor Running/Walking Track Indoor Swimming/Leisure Pool Park Shelters and Picnic Areas Outdoor Swimming and Spray Grounds Community or Recreation Center Playground Equipment and Play Areas Off-leash Dog Park Mountain Bike Trails Community Gardens Outdoor Tennis Courts Indoor Basketball/Volleyball Courts Nature Center Outdoor Basketball Courts Outdoor Amphitheaters Golf Courses Lake Swimming Areas Youth/Teen Soccer Fields Youth/Teen Baseball and Softball Fields Skateboard Park Campground (RV or Tent) Youth/Teen Football Fields Outdoor Sand Volleyball Courts Adult Soccer Fields Adult Softball Fields ATV or Dirt Bike Course Lacrosse and Cricket Fields Equestrian Trails $25,000$49,999 $50,000$74,999 $75,000$99,999 $100,000+

1 2 3 6 5 4 7 8 10 12 16 9 15 11 13 14 18 22 17 19 25 20 23 28 21 27 26 24 29 30 1 4 3 5 6 9 2 7 12 8 17 15 11 10 14 13 16 20 19 18 23 21 22 24 28 26 25 27 29 30 1 2 3 7 4 9 6 12 10 5 8 15 11 17 14 13 18 16 20 19 22 21 24 25 29 26 27 23 28 30

< $25,000

1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30

1 4 3 8 6 2 7 5 9 19 10 13 18 12 11 14 20 16 23 24 22 15 28 21 25 26 17 27 30 29

1 3 4 6 5 2 8 7 9 17 13 15 12 14 19 11 16 20 18 10 22 21 23 24 27 26 29 25 28 30

Skateboard park and adult softball fields and youth soccer fields higher priority for lower income respondents High income people (over $100,000) less likely to use Community / Rec. Centers compared to others

As income increases, so does priority for off-leash dog parks

Mountain biking high priority for very low income (possibly students) and very high income individuals

Program Priority Rankings by Income Overall < $25,000 Ranking Adult Fitness and Wellness Programs Special Events/Festivals Outdoor Adventure Programs Education/Life Skills Programs Water Fitness Programs Senior Programs Youth Learn to Swim Programs Adult Swim Programs Adult Art, Dance, Performing Arts Nature Education Programs Adult Sports Programs Youth/Teen Summer Camp Programs Youth/Teen Fitness and Wellness Programs Tennis Lessons, Clinics, Leagues Youth/Teen Sports Programs Pre-School Programs Programs for People with Disabilities Martial Arts Programs Before and After School Programs Golf Lessons Youth/Teen Art, Dance, Performing Arts Gymnastics and Tumbling Programs $25,000$49,999 $50,000$74,999 $75,000$99,999 $100,000+

1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22

1 5 7 13 11 2 14 9 17 18 19 4 6 20 16 10 3 15 8 22 12 21

1 7 12 6 2 5 8 3 4 10 11 18 15 17 19 9 14 13 20 22 16 21

2 4 3 1 8 12 10 6 7 5 17 15 18 21 13 11 16 14 9 19 22 20

1 2 4 6 3 5 7 12 13 9 8 16 17 10 11 14 15 18 21 20 22 19

1 2 3 4 6 16 5 13 7 10 8 12 15 11 14 19 22 17 21 9 20 18

Large deviation from overall rankings with significant variances between income levels Senior, youth / teen, and disabled programming high priority and outdoor adventure programs is lower priority for low income individuals

$50K-$75K high interest in before/after school

High income individuals ($100K+) least interested in senior programs, but very high on golf lessons

Facility / Amenity Priority Rankings by Age Overall Ranking Paved Walking and Biking Trails Nature Trails Indoor Fitness and Exercise Facilities Indoor Running/Walking Track Indoor Swimming/Leisure Pool Park Shelters and Picnic Areas Outdoor Swimming and Spray Grounds Community or Recreation Center Playground Equipment and Play Areas Off-leash Dog Park Mountain Bike Trails Community Gardens Outdoor Tennis Courts Indoor Basketball/Volleyball Courts Nature Center Outdoor Basketball Courts Outdoor Amphitheaters Golf Courses Lake Swimming Areas Youth/Teen Soccer Fields Youth/Teen Baseball and Softball Fields Skateboard Park Campground (RV or Tent) Youth/Teen Football Fields Outdoor Sand Volleyball Courts Adult Soccer Fields Adult Softball Fields ATV or Dirt Bike Course Lacrosse and Cricket Fields Equestrian Trails U-35 35-44 45-54 55-64 65+

1 2 3 6 4 5 7 10 15 16 9 14 8 12 13 11 18 22 17 19 21 20 23 24 25 28 27 26 29 30 1 2 4 5 6 3 7 8 11 9 15 13 10 17 12 18 16 14 20 19 23 21 24 22 26 28 29 25 27 30 1 2 3 5 6 4 8 7 10 11 17 12 14 16 9 19 15 13 20 18 22 21 26 25 30 28 24 23 29 27

1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30

1 2 5 6 3 4 8 9 7 10 12 16 15 11 20 13 18 19 17 14 22 21 26 23 27 25 28 24 29 30

1 2 6 5 8 9 3 11 4 10 7 12 18 16 13 14 19 20 15 17 24 21 22 27 26 23 25 29 28 30

Playgrounds, outdoor swimming and spray grounds very important for middle-aged adults (likely for their kids) Nature center high priority for older audiences (65+) Outdoor tennis courts important for middle-aged audiences As audience gets older, golf becomes more important

Program Priority Rankings by Age Overall Ranking Adult Fitness and Wellness Programs Special Events/Festivals Outdoor Adventure Programs Education/Life Skills Programs Water Fitness Programs Senior Programs Youth Learn to Swim Programs Adult Swim Programs Adult Art, Dance, Performing Arts Nature Education Programs Adult Sports Programs Youth/Teen Summer Camp Programs Youth/Teen Fitness and Wellness Programs Tennis Lessons, Clinics, Leagues Youth/Teen Sports Programs Pre-School Programs Programs for People with Disabilities Martial Arts Programs Before and After School Programs Golf Lessons Youth/Teen Art, Dance, Performing Arts Gymnastics and Tumbling Programs U-35 35-44 45-54 55-64 65+

Significant variances from overall ranks, as well as between age segments Two youngest segments (U-44) show high priority for pre-school and before/after school Interest in senior programs shifts severely at age 55 35-44 only age group not ranking adult fitness/wellness first, also very low on adult swim programs, but high interest in youth sports and gymnastics 45-54 lowest on youth learn to swim, but highest for youth fitness/wellness 55-64 highest priority for golf lessons 65+ lowest on outdoor adventure, but substantially higher priority for disabled programs

1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22

1 6 4 3 9 19 2 8 14 10 7 16 18 13 15 5 22 12 11 21 17 20

3 1 5 4 8 21 2 18 15 10 12 9 14 17 7 6 19 16 11 22 20 13

1 2 3 5 4 17 18 7 6 11 13 9 8 10 12 22 15 14 21 16 19 20

1 5 4 6 3 2 13 7 9 8 11 17 16 14 20 21 12 15 18 10 19 22

1 4 14 6 3 2 9 5 7 13 11 12 15 10 16 20 8 18 17 19 21 22

National Participatory Trends - General Sports Participation Levels 2007 2008 2009 2010 2011 Baseball 16,058 15,539 14,429 14,198 13,561 Basketball 25,961 26,108 25,131 25,156 24,790 Cheerleading 3,279 3,192 3,070 3,134 3,049 Field Hockey 1,127 1,122 1,092 1,182 1,147 Football, Flag N/A 7,310 6,932 6,660 6,325 Football, Tackle 7,939 7,816 7,243 6,850 6,448 Football, Touch N/A 10,493 9,726 8,663 7,684 Gymnastics 4,066 3,975 3,952 4,418 4,824 Ice Hockey 1,840 1,871 2,018 2,140 2,131 Lacrosse 1,058 1,092 1,162 1,423 1,501 Racquetball 4,229 4,611 4,784 4,603 4,357 Roller Hockey 1,681 1,569 1,427 1,374 1,237 Rugby 617 654 720 940 850 Soccer (Indoor) 4,237 4,487 4,825 4,920 4,631 Soccer (Outdoor) 13,708 13,996 13,957 13,883 13,667 Softball (Fast Pitch) 2,345 2,331 2,476 2,513 2,400 Softball (Slow Pitch) 9,485 9,660 9,180 8,477 7,809 Squash 612 659 796 1,031 1,112 Tennis 16,940 17,749 18,546 18,719 17,772 Track and Field 4,691 4,604 4,480 4,383 4,341 Ultimate Frisbee 4,038 4,459 4,636 4,571 4,868 Volleyball (Court) 6,986 7,588 7,737 7,315 6,662 Volleyball (Sand/Beach) 3,878 4,025 4,324 4,752 4,451 Wrestling 3,313 3,335 3,170 2,536 1,971 NOTE: Participation figures are in 000's for the US population ages 6 and over Activity Legend:
Large Increase (greater than 25%) Moderate Increase (0% to 25%)

2012 12,976 23,708 3,244 1,237 5,865 6,220 7,295 5,115 2,363 1,607 4,070 1,367 887 4,617 12,944 2,624 7,411 1,290 17,020 4,257 5,131 6,384 4,505 1,922

11-12 -4.3% -4.4% 6.4% 7.8% -7.3% -3.5% -5.1% 6.0% 10.9% 7.1% -6.6% 10.5% 4.4% -0.3% -5.3% 9.3% -5.1% 16.0% -4.2% -1.9% 5.4% -4.2% 1.2% -2.5%

10-12 -8.6% -5.8% 3.5% 4.7% -11.9% -9.2% -15.8% 15.8% 10.4% 12.9% -11.6% -0.5% -5.6% -6.2% -6.8% 4.4% -12.6% 25.1% -9.1% -2.9% 12.3% -12.7% -5.2% -24.2%

% Change 09-12 -10.1% -5.7% 5.7% 13.3% -15.4% -14.1% -25.0% 29.4% 17.1% 38.3% -14.9% -4.2% 23.2% -4.3% -7.3% 6.0% -19.3% 62.1% -8.2% -5.0% 10.7% -17.5% 4.2% -39.4%

08-12 -16.5% -9.2% 1.6% 10.2% -19.8% -20.4% -30.5% 28.7% 26.3% 47.2% -11.7% -12.9% 35.6% 2.9% -7.5% 12.6% -23.3% 95.8% -4.1% -7.5% 15.1% -15.9% 11.9% -42.4%

07-12 -19.2% -8.7% -1.1% 9.8% N/A -21.7% N/A 25.8% 28.4% 51.9% -3.8% -18.7% 43.8% 9.0% -5.6% 11.9% -21.9% 110.8% 0.5% -9.3% 27.1% -8.6% 16.2% -42.0%

Moderate Decrease (0% to -25%)

Large Decrease (less than -25%)

National Participatory Trends - General Recreation Participation Levels 2007 2008 2009 2010 Adventure Racing 698 809 1,005 1,214 Archery 5,950 6,180 6,368 6,323 Bicycling (Mountain) 6,892 7,242 7,367 7,152 Bicycling (Road) 38,940 38,527 39,127 39,730 Bicycling (BMX) 1,887 1,896 1,858 2,090 Climbing (Sport/Indoor/Boulder) 4,514 4,642 4,541 4,542 Climbing (Traditional/Ice/Mountaineering) 2,062 2,175 2,062 2,017 Fishing (Fly) 5,756 5,849 5,755 5,523 Fishing (Freshwater) 43,859 42,095 40,646 39,911 Fishing (Saltwater) 14,437 14,121 13,054 12,056 Hiking (Day) 29,965 31,238 32,542 32,534 Horseback Riding 12,098 11,457 10,286 9,782 Roller Skating, In-Line 10,814 10,211 8,942 8,128 Skateboarding 8,429 8,118 7,580 7,080 Trail Running 4,216 4,537 4,845 4,985 Triathlon (Non-Traditional/Off Road) 483 543 634 798 Triathlon (Traditional/Road) 798 943 1,148 1,593 NOTE: Participation figures are in 000's for the US population ages 6 and over Activity Legend:
Large Increase (greater than 25%) Moderate Increase (0% to 25%)

2011 1,202 6,471 6,989 39,834 1,958 4,445 1,904 5,581 38,864 11,896 33,494 9,335 7,451 6,318 5,373 819 1,686

2012 1,618 7,173 7,265 39,790 1,861 4,355 1,899 5,848 39,002 12,000 34,519 8,423 6,647 6,227 5,806 1,075 1,789

11-12 34.6% 10.8% 3.9% -0.1% -5.0% -2.0% -0.3% 4.8% 0.4% 0.9% 3.1% -9.8% -10.8% -1.4% 8.1% 31.3% 6.1%

10-12 33.3% 13.4% 1.6% 0.2% -11.0% -4.1% -5.9% 5.9% -2.3% -0.5% 6.1% -13.9% -18.2% -12.0% 16.5% 34.7% 12.3%

% Change 09-12 61.0% 12.6% -1.4% 1.7% 0.2% -4.1% -7.9% 1.6% -4.0% -8.1% 6.1% -18.1% -25.7% -17.8% 19.8% 69.6% 55.8%

08-12 100.0% 16.1% 0.3% 3.3% -1.8% -6.2% -12.7% 0.0% -7.3% -15.0% 10.5% -26.5% -34.9% -23.3% 28.0% 98.0% 89.7%

07-12 131.8% 20.6% 5.4% 2.2% -1.4% -3.5% -7.9% 1.6% -11.1% -16.9% 15.2% -30.4% -38.5% -26.1% 37.7% 122.6% 124.2%

Moderate Decrease (0% to -25%)

Large Decrease (less than -25%)

National Participatory Trends - General Fitness Participation Levels 2007 2008 2009 2010 2011 Aerobics (High Impact) 11,287 11,780 12,771 14,567 15,755 Aerobics (Low Impact) 22,397 23,283 24,927 26,431 25,950 Aerobics (Step) 8,528 9,423 10,551 11,034 10,273 Boxing for Fitness N/A N/A N/A 4,788 4,631 Calisthenics 8,629 8,888 9,127 9,097 8,787 Cross-Training N/A N/A N/A N/A 7,706 Cardio Kickboxing 4,812 4,905 5,500 6,287 6,488 Elliptical Motion Trainer 23,586 24,435 25,903 27,319 29,734 Fitness Walking 108,740 110,204 110,882 112,082 112,715 Free Weights (Barbells) 25,499 25,821 26,595 27,194 27,056 Free Weights (Dumbells) 32,371 33,381 35,068 36,566 36,470 Free Weights (Hand Weights) 43,821 43,409 44,466 45,928 46,944 Martial Arts 6,865 6,818 6,643 6,002 5,037 Pilates Training 9,192 9,039 8,770 8,404 8,507 Running/Jogging 41,064 41,097 42,511 46,650 50,061 Stair Climbing Machine 13,521 13,863 13,653 13,269 13,409 Stationary Cycling (Group) 6,314 6,504 6,762 7,854 8,738 Stationary Cycling (Recumbent) 10,818 11,104 11,299 11,459 11,933 Stationary Cycling (Upright) 24,531 24,918 24,916 24,578 24,409 Stretching 36,181 36,235 36,299 35,720 34,687 Tai Chi N/A 3,424 3,315 3,193 2,975 Treadmill 50,073 49,722 50,395 52,275 53,260 Weight/Resistant Machines 39,290 38,844 39,075 39,185 39,548 Yoga N/A 17,758 18,934 20,998 22,107 NOTE: Participation figures are in 000's for the US population ages 6 and over Activity Legend:
Large Increase (greater than 25%) Moderate Increase (0% to 25%)

2012 16,178 25,707 9,577 4,831 9,356 7,496 6,725 28,560 114,029 26,688 36,604 46,564 5,075 8,519 51,450 12,979 8,477 11,649 24,338 35,873 3,203 50,839 38,999 23,253

11-12 2.7% -0.9% -6.8% 4.3% 6.5% -2.7% 3.7% -3.9% 1.2% -1.4% 0.4% -0.8% 0.8% 0.1% 2.8% -3.2% -3.0% -2.4% -0.3% 3.4% 7.7% -4.5% -1.4% 5.2%

10-12 11.1% -2.7% -13.2% 0.9% 2.8% N/A 7.0% 4.5% 1.7% -1.9% 0.1% 1.4% -15.4% 1.4% 10.3% -2.2% 7.9% 1.7% -1.0% 0.4% 0.3% -2.7% -0.5% 10.7%

% Change 09-12 08-12 26.7% 37.3% 3.1% 10.4% -9.2% 1.6% N/A N/A 2.5% 5.3% N/A N/A 22.3% 37.1% 10.3% 16.9% 2.8% 3.5% 0.3% 3.4% 4.4% 9.7% 4.7% 7.3% -23.6% -25.6% -2.9% -5.8% 21.0% 25.2% -4.9% -6.4% 25.4% 30.3% 3.1% 4.9% -2.3% -2.3% -1.2% -1.0% -3.4% -6.5% 0.9% 2.2% -0.2% 0.4% 22.8% 30.9%

07-12 43.3% 14.8% 12.3% N/A 8.4% N/A 39.8% 21.1% 4.9% 4.7% 13.1% 6.3% -26.1% -7.3% 25.3% -4.0% 34.3% 7.7% -0.8% -0.9% N/A 1.5% -0.7% N/A

Moderate Decrease (0% to -25%)

Large Decrease (less than -25%)

National Participatory Trends - Aquatics Participation Levels 2007 2008 2009 2010 Aquatic Exercise 9,757 9,512 8,965 8,947 Swimming (Competition) N/A N/A N/A N/A Swimming (Fitness) N/A N/A N/A N/A NOTE: Participation figures are in 000's for the US population ages 6 and over Activity Legend:
Large Increase (greater than 25%) Moderate Increase (0% to 25%)

2011 9,042 2,363 21,517

2012 9,177 2,502 23,216

11-12 1.5% 5.9% 7.9%

10-12 2.6% N/A N/A

% Change 09-12 2.4% N/A N/A

08-12 -3.5% N/A N/A

07-12 -5.9% N/A N/A

Moderate Decrease (0% to -25%)

Large Decrease (less than -25%)

National Participatory Trends - Water Activities Participation Levels 2007 2008 2009 2010 2011 Boardsailing/Windsurfing 1,118 1,213 1,218 1,373 1,384 Canoeing 9,797 9,866 9,997 10,306 10,170 Jet Skiing 8,055 7,935 7,770 7,739 7,574 Kayaking (Recreational) 5,070 5,655 6,226 6,339 7,347 Kayaking (Sea/Touring) 1,485 1,633 1,776 1,958 2,087 Kayaking (White Water) 1,207 1,225 1,306 1,606 1,694 Rafting 4,340 4,496 4,485 4,389 4,141 Sailing 3,786 4,006 4,284 4,106 3,797 Scuba Diving 2,965 3,091 2,970 2,938 2,866 Snorkeling 9,294 9,795 9,827 9,332 9,312 Stand-Up Paddling N/A N/A N/A 1,050 1,146 Surfing 2,206 2,407 2,505 2,585 2,481 Wakeboarding 3,521 3,532 3,561 3,611 3,517 Water Skiing 5,918 5,756 5,228 4,849 4,626 NOTE: Participation figures are in 000's for the US population ages 6 and over Activity Legend:
Large Increase (greater than 25%) Moderate Increase (0% to 25%)

2012 1,372 9,813 6,996 8,187 2,238 1,712 3,756 3,841 2,781 8,664 1,392 2,545 3,368 4,434

11-12 -0.9% -3.5% -7.6% 11.4% 7.2% 1.1% -9.3% 1.2% -3.0% -7.0% 21.5% 2.6% -4.2% -4.2%

% Change 10-12 09-12 -0.1% 12.6% -4.8% -1.8% -9.6% -10.0% 29.2% 31.5% 14.3% 26.0% 6.6% 31.1% -14.4% -16.3% -6.5% -10.3% -5.3% -6.4% -7.2% -11.8% 32.6% N/A -1.5% 1.6% -6.7% -5.4% -8.6% -15.2%

08-12 13.1% -0.5% -11.8% 44.8% 37.0% 39.8% -16.5% -4.1% -10.0% -11.5% N/A 5.7% -4.6% -23.0%

07-12 22.7% 0.2% -13.1% 61.5% 50.7% 41.8% -13.5% 1.5% -6.2% -6.8% N/A 15.4% -4.3% -25.1%

Moderate Decrease (0% to -25%)

Large Decrease (less than -25%)

Provided for long period of time (over 4-5 years) or is expected by the community Consumes a large portion (5% or more) of depts overall budget Offered 3-4 seasons per year Wide demographic appeal Tiered level of skill development available Full-time staff responsible for program Facilities designed specifically to support program Dept controls a significant percentage (20% or more) of the local market

 Adult

Leisure, Trips and Education Aquatics Youth and Adult Athletics Nature Center Programs Community Special Events Cultural Arts After School

Fitness

& Wellness Camps and Schools Out Programs Therapeutic Recreation Outdoor Adventure & Recreation Cooperative Extension

Introductory Stage- Introducing the program to the community Take-Off Stage : Program grows and is moving into high growth Growth Stage: Program grows for a number of years and peaks in the 7th to 10th year Mature Stage: Program doesnt grow or decline but peaks at a certain level for 35 years Saturation Stage: Program begins to lose its strength and participation drops off Decline Stage: Program falls off and interest drops off to below 30% of its top capacity

High number of programs in Introduction Stage (17%) indicating good attempts at Innovation but lower conversion rate to Take-off Stage (10%) which could mean new programs not aligned with Community Needs Programs in Decline Stage (3%) are low which is a good indicator Program Age Segments greatly skewed towards youth audience (under 25) and not aligned with Community Demographics

Program Marketing and Promotions are varied but are missing on newer technologies such as a Smart-phone enabled site and an App. System lacks a comprehensive marketing plan and staff Tracking Marketing ROI and tailoring future marketing spending based on that should be implemented Customer input is not tracked consistently system-wide with some program areas doing a better job than others (pre and post program evaluations are not also not tracked consistently)

Cost recovery tracked for some program areas, but not for all Standards exist for several areas Methodologies for calculating cost recovery may be inconsistent Cost recovery is tracked at the agency level Should also be tracked by core program areas Track for specific program or program types as necessary These are marketing principles

Cost recovery targets should reflect degree to which program area provides a public v. private good.
Description Part of the organizational mission Serves a majority of the community We must offer this program. Important to the community Serves large portions of the community We should offer this program. Cost Recovery Subsidy None to moderate High to complete

Category CoreEssential

Important

Moderate

Moderate

Value-Added

Enhanced community offerings Serves niche groups It would be nice to offer this program.

High to complete

Little to none

Program Standards
o Evidence of ongoing use o Multiple metrics used o Few common standards across all

programs o Caution against using in excess

Threats to performance management

o Thousands of service transactions

(in-person, online, phone) o Diversity of programs o Number of facilities o Too much reliance on part-time and seasonal staff

Measures currently used: o Total participants o Participant to staff ratios o Customer satisfaction level o Customer retention rates o Program/facility availability by geography o Benchmarking comparable providers o Staff performance evaluation metrics

Recommended additional measures: o Program cancelation rate o Cost per resident, household, or participant o Participation by household % o % of local schools reached o Number of positive/negative media mentions o Program availability and participation by age group

Value Added Education and Recreation for adults, 5 major festivals, market, shelter, camping 70% - Profit Essential Legal, open space, safety, Parks 0-20 %

Important Relate to essential, starts to provide benefit to individual, specialized facility, education and rec especially with children 20-70%

Continue to track Program Lifecycles to ensure high number (at least 10% of programs are in the Introduction stage) and fewer programs (less than 5%) in the Decline Stage Incorporate greater use of Web 2.0 technology as a Smart-phone enabled site, an App and newer social media such as Instagram and Pinterest in marketing and promotions efforts

Commence tracking Marketing ROI for all program offerings and tailoring future marketing spending based on those findings Using program matrix, track all age segments served to ensure alignment between program offerings and communitys overall demographics

 Track

customer input consistently across all programs, communicate trends and updates to internal and external customers.
o Utilize intercept surveys and crowd-sourcing to a greater degree

to ensure consistent output

Overall,

focus new program strategy on customization to meet unmet needs.

o Recommended approach tailors offerings and marketing /

promotions messages based on cross-tabs and variables including gender, ages, race / ethnic preferences, regions with the County and income levels.

Program Lifecycle
o Keep about 50-60% of all programs in the

Introductory, Take-Off, or Growth stages to meet evolving needs of the community.

o Keep about 40% of programs in the Mature stage to

provide stability to the overall program portfolio.

o o Retire or reprogram programs falling into the

Saturated or Decline stage.

 Pricing

and earned income opportunities require performance measures to track effectiveness

o Cost per experience o Revenue to expenses against agreed to subsidy levels o Cost benefits of programs, facilities, land o Earned incomes gained against projections o Customer retention o Market share you control

 Program

standards need to be developed to support multiple aspects of recreation services.

o Operations o Cost Recovery o Marketing &

communication o Facility

Financial Practices
o Establish cost recovery goals for each core program area o Use full cost accounting that calculates direct and indirect costs to develop

prices and cost recovery goals o Develop brief business plans for each program area that discuss cost controls, cost recovery, and pricing. This goes beyond the info presented in the marketing plan o Use brief business plans to help monitor the success of achieving outcomes and guide operational adjustments
o Goal is to move from 27% cost recovery to 35%

Message

Budget

Objectives

Targets

Timeline

What are the specific objectives of the marketing program for your core program areas?
o Internal objectives:

Attendance, retention, growth goals for the program and program areas

o External objectives: Decision

to buy the experience, excitement and anticipation of participation in program

Who are you targeting your programs to? How do you want to reach them with this plan?
o Internal objectives: Staff

awareness and political awareness of the program and where and how it is being provided market segments you are trying to reach by demographics, age and interests

o External objectives: Specific

Outline the specific timeline for marketing efforts from concept to implementation to evaluation. Coordinate schedules between program staff and marketing staff.

Desired Outcomes: Data for statistical comparisons on: o Participant satisfaction o Cost/benefit data from participants o Importance of program to residents Develop specific recommendation on each core program and programs for the future: Should the program be? o Continued o Repositioned or Redesigned o Eliminated o Attendance

Develop a Branding Plan to identify what the Brand stands for, its future vision and the brand attributes that need to be developed as a part of telling the story to future partners and sponsors Based on Sponsorship model and assumptions used, the current sponsor opportunities are good. PROS recommends utilizing a firm specialized in sponsorship sales to pitch existing and future assets to external vendors or corporations for sponsorship, partnership and naming rights opportunities based on the values of the county.

What will you communicate to your targeted audiences? How will you demonstrate to them the benefits of the program to motivate them to buy your program, service or event? What marketing vehicles will you use to get your message out and what distribution efforts will you use to get the message out? Which media and tactics will you use to deliver the message to your target audience?
o Internal audience: Newsbreak, Employees Newsletter o External audience: Flyers, advertisements, brochures, posters etc.

Partnerships are extensive and have been critical to the financial and operational sustainability of the County, but they must be managed and maintained strategically. Partnerships with local schools, nonprofit organizations, and local businesses are particularly strong.

Partnerships have helped expand the portfolio of recreation services, but it is difficult to quantify.
More formal agreements and outcome measurements could benefit the Department.

 All

partnerships should

o require a working agreement with measurable outcomes o be evaluated on a regular basis o have costs tracked to calculate ROI and level of equity o be structured to encourage collaborative planning o practice regular communication

Partnership Management
o Formalize and continually maintain an overall partnership philosophy

supported by a policy framework.

o Require all partnerships to have a working agreement with

measureable outcomes evaluated on a regular basis.

o Require all partnerships to track costs to demonstrate the shared level

of equity and investment.

o Encourage a culture of collaborative planning for all partnerships,

focusing on regular communications and annual reporting.

Focus more on rural and suburban areas where the urban growth has not yet occurred in an effort to preserve corridors for greenways and trails as urban development unfolds Create linkages by enhancing the regional trail network and provide more residents access Develop programs and policies that improve efficiency of developing a trail network system that focus on stewardship, conservation and protection of riparian plant and wildlife habitat Increase the trail network by 268 miles over the next 30 years Continue the new DIRTway program Build 60.5 miles over the next ten years

Focus on trails on publically-owned property first Base trail development and associated land acquisition on developed ranking methodology Work with permitting agencies to streamline the trail design and development process Work with Charlotte Department of Transportation and coordinate planning and development of overland connectors Work with the Charlotte Area Transit System to incorporate trail development and connectivity to transit facilities Synchronize trail development efforts and explore new funding options for greenways

Implement improvements for existing greenway projects Encourage trail development ordinances that focus on connectivity with surrounding municipalities Consider geographical distribution of trail development through the county Work with Charlotte-Mecklenburg County Schools to locate and construct greenway access trails that link schools and neighborhoods Work to adjust trails to connect with the Carolina Thread Trail Work with Utility Companies to allow trails under transmission lines and on water utilities lines

Implement the Capital Costs and Tiered Greenways Priorities based on a Ranking Criteria that estimates spending 154 million over the next 30 years in all areas of the county Complete the last five miles on Little Sugar Creek Greenway to the South Carolina border


o o o o o o o

Nature Preserves Goals

To manage our natural resources at the landscape-level in order to promote natural community health, diversity, and sustainability. To strategically acquire, designate and preserve land containing important ecological, geological, or cultural resources as county Nature Preserve or Ecological Conservation Area (ECA) To connect Nature Preserves and other natural areas. To document the native biodiversity and natural heritage of each Nature Preserve

To minimize the impact of external human influences on Nature Preserve and ECA properties.
To provide safe, clean, attractive facilities providing access to the natural communities of Mecklenburg County, while balancing the need for conservation of those communities. To provide nature-based outdoor recreation and education opportunities to the public while ensuring protection of our natural resources and natural areas.

Based on the community survey results and service gap analysis of existing centers, the Nature Preserve Master Plan recommends three or four new nature centers to be built over the next 10 years based on sq.ft. requirements. Additional land should be acquired to provide linkages between preserves in the vicinity of Mountain Island Lake. A formal trail and way finding plan should be implemented for the nature preserve system. Interpretive information of the cultural resource is also recommended. Additional land should be acquired to provide linkages between preserves and other open spaces, through greenways and other corridors. Continue to work with state and local historic preservation agencies in the management of these resources.

There is a great need to control non-native invasive plant species in certain areas of the preserves. Continuing agreements with partner organizations Continue to purchase high quality natural areas before county build out (anticipated to be 2030-2035)

Update Polices on a Yearly Basis Update Partnership Polices based on Public, Not-for Profit and Private

Update Design Principles Policy

Update Business Management Policies to Achieve a Cost Recovery Goal

PARKS:
Mecklenburg County Inventory 694.34 2,483.81 4,761.29 1,719.63 23.64 7,099.45 3,689.97 20,472.13 43.00 83.00 26.00 35.00 73.00 48.00 47.00 15.00 109.00 149.00 180.00 6.00 44.00 1.00 55.00 141.00 43.95 17.00 5.00 14.00 2.00 7.00 3.00 1.00 20,620.00 56,884.00 19,045.00 419,107.00 482,000.00 1.00

2014 Inventory - Developed Facilities

Charlotte Surrounding Mecklenburg T owns YMCA T otal Schools Inventory 77.30 242.13 26.30 295.50 8.90

2014 Facility Standards

2018 Facility Standards

Park T ype Neighborhood Parks Community Parks Regional Parks Special Use Areas Recreation Centers/ Pools Nature Preserves Greenways Total Park Acres OUTDOOR AMENITIES: Picnic Pavilions (Small) Picnic Pavilions (Medium) Pavilions (Large & Indoor) Baseball Fields (Youth Size) Baseball Fields (Adult Size) Multi-Use Field (Soccer/Lacrosse/Football/Rugby) (Youth Size) Multi-Use Field (Soccer/Lacrosse/Football/Rugby) (Adult Size) Softball Fields (Youth Size) Softball Field (Adult Size) Outdoor Basketball Courts T ennis Courts Playgrounds (Youth & T ot) Dog Parks Volleyball Pit Skate Board Area Multi-Use T rails (Miles) (Paved) Multi-Use T rails (Miles) (Unpaved) Mountain Bike T rails (Unpaved & Paved) Community Gardens Golf Courses Disc Golf Courses Outdoor Pools Spraygrounds Nature Centers Campgrounds Nature Centers (Square Feet) Aquatic Centers (Square Feet) Family Aquatic Facilities (Square Feet) Recreation Centers (Square Feet)

103.60

546.53

T otal Inventory 1,013.77 2,805.61 4,761.29 1,728.53 23.64 7,099.45 3,689.97 21,122.26 43.00 83.00 32.00 55.75 17.50 128.75 90.75 67.25 34.00 162.25 225.75 219.00 7.00 48.00 2.00 71.63 141.00 43.95 17.00 5.00 15.00 10.00 7.00 4.00 1.00 22,412.00 136,203.00 19,045.00 959,107.00

Current Service Level based upon population 1.06 acres per 1,000 2.93 acres per 1,000 4.98 acres per 1,000 1.81 acres per 1,000 0.02 acres per 1,000 7.42 acres per 1,000 3.86 acres per 1,000 22.07 acres per 1,000 1.00 1.00 1.00 1.00 1.00 1.00 1.00 1.00 1.00 1.00 1.00 1.00 1.00 1.00 1.00 0.22 0.22 0.22 1.00 1.00 1.00 1.00 1.00 1.00 1.00 0.02 0.14 0.02 1.00 site per site per site per field per field per field per field per field per field per court per court per site per site per site per site per miles per miles per miles per site per site per site per site per site per site per site per SF per SF per SF per SF per 22,254 11,529 29,903 17,164 54,680 7,432 10,544 14,229 28,144 5,898 4,239 4,369 136,701 19,936 478,452 60,723 30,848 98,966 56,288 191,381 63,794 95,690 136,701 239,226 956,904 person person person person

National Average Service Level 2.00 acres per 1,000 3.00 acres per 1,000 5.00 acres per 1,000 2.00 acres per 1,000 2.00 acres per 1,000 5.00 acres per 1,000 2.00 acres per 1,000 21.00 acres per 1,000 1.00 1.00 1.00 1.00 1.00 1.00 1.00 1.00 1.00 1.00 1.00 1.00 1.00 1.00 1.00 0.40 0.40 0.10 1.00 1.00 1.00 1.00 1.00 1.00 1.00 0.10 0.20 0.50 1.50 site per site per site per field per field per field per field per field per field per court per court per site per site per site per site per miles per miles per miles per site per site per site per site per site per site per site per SF per SF per SF per SF per 7,500 10,000 25,000 5,000 10,000 4,000 10,000 5,000 8,000 3,000 4,000 4,000 50,000 20,000 50,000 1,000 1,000 1,000 25,000 50,000 100,000 50,000 25,000 150,000 250,000 person person person person

Recommended Service Levels; Revised for Local Service Area 1.50 acres per 1,000 3.00 acres per 1,000 5.00 acres per 1,000 1.81 acres per 1,000 0.02 acres per 1,000 8.00 acres per 1,000 4.00 acres per 1,000 23.33 acres per 1,000 1.00 1.00 1.00 1.00 1.00 1.00 1.00 1.00 1.00 1.00 1.00 1.00 1.00 1.00 1.00 0.25 0.25 0.10 1.00 1.00 1.00 1.00 1.00 1.00 1.00 0.10 0.25 0.25 1.50 site per site per site per field per field per field per field per field per field per court per court per site per site per site per site per miles per miles per miles per site per site per site per site per site per site per site per SF per SF per SF per SF per 7,500 10,000 25,000 10,000 25,000 7,000 15,000 10,000 25,000 6,000 6,000 4,000 50,000 20,000 50,000 1,000 1,000 1,000 25,000 200,000 50,000 50,000 25,000 150,000 person person person person

Meet Standard/ Need Exists Need Exists Need Exists Need Exists Need Exists Meets Standard Need Exists Need Exists Need Exists Need Exists Need Exists Need Exists Need Exists Need Exists Need Exists Meets Standard Need Exists Need Exists Meets Standard Meets Standard Need Exists Need Exists Meets Standard Need Exists Need Exists Need Exists Need Exists Need Exists Meets Standard Need Exists Need Exists Need Exists Need Exists Need Exists Need Exists Need Exists Need Exists

Additional Facilities/ Amenities Needed 422 Acre(s) 65 Acre(s) 23 Acre(s) 3 Acre(s) - Acre(s) 556 Acre(s) 138 Acre(s) 1,202 Acre(s) 85 13 6 40 21 Sites(s) Sites(s) Sites(s) Field(s) Field(s)

Meet Standard/ Need Exists Need Exists Need Exists Need Exists Need Exists Meets Standard Need Exists Need Exists Need Exists Need Exists Need Exists Need Exists Need Exists Need Exists Need Exists Meets Standard Need Exists Need Exists Need Exists Meets Standard Need Exists Need Exists Need Exists Need Exists Need Exists Need Exists Need Exists Need Exists Meets Standard Need Exists Need Exists Need Exists Need Exists Need Exists Need Exists Need Exists Need Exists

Additional Facilities/ Amenities Needed 546 Acre(s) 315 Acre(s) 439 Acre(s) 154 Acre(s) - Acre(s) 1,222 Acre(s) 471 Acre(s) 3,144 Acre(s) 96 21 10 48 24 Sites(s) Sites(s) Sites(s) Field(s) Field(s)

6.00 4.00

5.75 11.50 40.75 26.75 2.25 8.00 40.25 39.75 15.00

11.00 6.00 15.00 15.00 18.00 11.00 11.00 30.00 22.00 1.00 3.00 16.00

8 Field(s) - Field(s) 28 4 20 12 17 168 98 52 21 4 9 31 2 73,278 Field(s) Field(s) Court(s) Court(s) Site(s) Site(s) Site(s) Site(s) Mile(s) Mile(s) Mile(s) Site(s) Site(s) Site(s) Sites(s) Sites(s) Sites(s) Sites(s) Square Feet

20 Field(s) - Field(s) 37 8 11 41 14 4 19 188 119 60 25 6 11 35 3 81,602 123,832 240,990 601,100 Field(s) Field(s) Court(s) Court(s) Site(s) Site(s) Site(s) Site(s) Mile(s) Mile(s) Mile(s) Site(s) Site(s) Site(s) Sites(s) Sites(s) Sites(s) Sites(s) Square Feet Square Feet Square Feet Square Feet

2.00 7.00 2.00 1.00 1.00 0.50

0.13

7.00

1.00 1.00 1.00 1,792.00 79,319.00 58,000.00

103,023 Square Feet 220,181 Square Feet 476,249 Square Feet

2013 Estimated Population 956,904 2018 Estimated Population 1,040,138 Notes: 1. Special Use Areas Acres Include Golf Courses, Historic Sites and Special Facility Sites 2. Picnic Pavilions - Medium/Small include Pavilions Medium, Pavilions small, Decks and Wedding Sites. It also includes the Outdoor Shelters listed by the YMCA among the secondary providers 3. T rails - All Surfaces include Bike T rails, Hiking T rails, Multipurpose T rails and Walking T rails 4. Campgrounds do not have a recommended service level but wanted to be shown on the matrix as an outdoor amenity available to the public. 5. Recreation/Fitness Space includes Recreation Centers and Fitness Centers 6. School Park sites are not available to the community throughout the day, the school park acreage have been counted as 50% of the total acreage available. 7. T he Charlotte Mecklenburg Schools Inventory has limited availability for public use. For this reason, the inventory is weighted by 25%. 8. T he Other Providers do not include HOAs, apartment complexes or universities since they are not truly available for community use and restricted to only a small population number 9. Surrounding T owns Inventory include the T own of Mint Hill, Davidson, Cornelius, Huntersville, Pineville, and Matthews

Regional Multi-Generational Recreation Center: 4 New Centers with Aquatic feature - Full service destination facility with indoor family aquatic,
large fitness center, group exercise class area, multi-purpose rooms, youth/teen activity areas, visual and performing art instruction rooms, senior center, gymnasium(s) with walking track, kitchen, concessions o 90,000 120,000 sq. ft.

Expansion of 7 Existing Centers:

Major expansion of square footage (15,000 to 37,000 - sq. ft.) and renovation of existing older recreation centers to provide additional and improved program spaces ranging from fitness centers, multipurpose rooms, activity areas, senior center, visual and performing art rooms, media rooms, auxiliary gyms, lockers, restrooms, kitchens, offices, and pools

Marion Diehl Recreation Center

o Existing indoor pool at center, combine Senior Center operations and space in

expansion, need to determine use of Senior Center adjacent building o Renovate and expand existing indoor pool to 20K-30K sq. ft.

 Sugaw

Creek Recreation

Center
o Aquatic plans outdoor pool o Construct outdoor pool to

include learn to swim, water fitness and family fun aquatic center- 20,000 sq. ft.

 Mallard

Creek Recreation

Center Aquatic plans indoor pool Construct indoor pool to include learn to swim, water fitness and family fun aquatic center aquatic center- 20K-30K sq. ft.

Naomi Drenan Recreation Center

Include SkatePark improvements and new skate plaza area also

Tuckaseegee Recreation Center In Master Plan

o Aquatic plans outdoor pool o Construct outdoor pool to include learn

to swim, water fitness and family fun aquatic center- 20,000 sq. ft.

 Arbor

Glen Outreach Center

Expansion of 15-20,000 sq ft,, expanded programming,

Methodist Home Recreation Center

Aquatic plans outdoor pool o Construct outdoor pool to include learn to swim, water fitness and family fun aquatic center- 20,000 sq. ft.

Outdoor Pools
o Construct six new outdoor

family aquatic centers and renovate/expand one existing pool (25,000SF to 30,000SF) to reduce the service gap area and increase the number of outdoor pools according to the 2017 outdoor pool standards. Will provide more opportunities for learn to swim, aquatic fitness and family fun for the community.

Cordelia Pool Expansion Master Plan update (Central-East)

o Renovate pool house and pump room to the existing 50 meter pool, expansion of an

additional tank for a family aquatic facility to reduce the service gap area in the centraleast. (25K-30K sq. ft.)

Idlewild Road Master Plan update (East)

o Construct additional seasonal pool to include learn to swim, water fitness and family fun

center to reduce the service gap area in the east. Potential exist to and purchase the Island Rays Swim Club property to connect to Campbell Creek Greenway. (25K-30K sq. ft. )

Coulwood Park Master Plan update (North-West)

o Construct additional seasonal pool to include learn to swim, water fitness and family fun

center to reduce the service gap area in the northwest. (25K-30K sq. ft. )

Pineville Park Property/Belle Johnson Park Master Plan update (South South-West)
o Construct additional seasonal pool to include learn to swim, water fitness and family fun

center to reduce the service gap area in the south southwest. (25K-30K sq. ft. )

Grier Heights Neighborhood Master Plan update (CentralEast)

o Construct additional seasonal pool to include learn to swim, water fitness and

family fun center to reduce the service gap area in the central east. (25K-30K sq. ft.)

Winget Park/ Berewick Master Plan update (South-West)

o Construct additional seasonal pool to include learn to swim, water fitness and

family fun center to reduce the service gap area in the rapidly developing southwest (25-30,000 sq.ft.)

Matthews-Mint Hill Property Master Plan update (SouthSoutheast

o Construct additional seasonal pool to include learn to swim, water fitness and

family fun center to reduce the service gap area in the south southeast. (25K30K sq. ft.)

Bette Rae Recreation Center Master Plan update - $500K Arbor Glen Recreation Center Master Plan Update - $500K Mt Holly Elementary Master Plan update - $500K Huntersville-Concord Elementary Master Plan update - $500K Vance HS/ Alexander Elementary Master Plan update - $500K Clanton Park Master Plan update 500K

Mayson Wallace Park Master Plan update - $500K Robert L Smith Park Master Plan update - $500K Colonel Betty Park Master Plan update $500K Park Road Park Master Plan update $500K James Boyce Park Master Plan update $500K Amy James Master Plan update $500K

Continually invest 6.6 million in annual land acquisition to achieve the targeted goal of 22 acres per 1,000 population Invest in Capital Reserve. Currently 9M in deferred maintenance Conduct a Facility Needs Assessment for all 104 County Buildings

County Needs to determine if they want to seek sponsorship opportunities for help off-setting operational costs at a higher level than they do now. Current Asset Audit uses three sources of value
o Signage (# of signs + impressions based expected traffic + value of

impression) o On-Site Activation (# of parks activated, # of activations per park and # of activation days * value per interaction)

Online Activation (# of impressions for online activation based on their web

traffic, size of their email database and their following on Facebook # value per impression)