Council Presentation May 2015Woodburn Aquatic Center Turn Around Project
Four Years Later
Presenters:
Kristin Wierenga, Recreation Services Manager
Josh Udermann, Aquatic Program Supervisor
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Background
In 2010, City of Woodburn was facing a significant general fund shortfall
Aquatic Center required a $500,000 general fund subsidy (27% cost recovery)
Conducted an independent program analysis & operational review with
Initiated a “Turnaround” modeled after the success achieved in Astoria
Improvements completed over an 8-month implementation period January 2011 – August 2012
Jim slide
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Implementation
Initiated Improvements to
Management, recruitment & staffing
Safety & training
Marketing & advertising
Programming
Pricing & fee structure
Merchandise & concessions sales
Maintenance & facility improvements
Desired Impacts
Expanded facility usage
Improved financial sustainability
Increased facility longevity
Jim slide
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Management, Staffing, Safety & Training
Permanent manager recruited that possessed financial, marketing, & related “business” skills
Cross-trained part time employees
Consolidated staffing model is “leaner & meaner”
Implemented automated timekeeping system
Converted to New Lifeguard Training Program
Implemented Vigilance Awareness Training
Regular “Supervisor” Conducted Lifeguard Audits
Annual Independent Safety/ Lifeguarding Audits
Jim slide.
4
Marketing & Advertising
Created marketing plan that included social media to effectively target our demographics
Improved website & registration experience
Created rack card to attract “out of towners”
Redesigned print materials & expanded distribution
New logo, photos and specific focus on branding in all marketing efforts
Return on investment “rule” for advertising
Created specific campaigns throughout the year (i.e. March Promotion)
Social media promotions
Kristin slide.
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Old Marketing
Kristin
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Out & About
Kristin
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New Marketing – Social Media
Kristin
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Programming
Developed new swim lesson program with additional day offerings & different session structure
New party rental room & structure
Created group “dry land” fitness program
Specific programming goals with events
New schedule focus for all activities
Monthly membership program
Developed child care program
New jr. lifeguard program & aqua day camps
Started masters swim program
Increased community partnerships
Special events
Kristin – i.e. Kiwanis, Silverton Health, etc.
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Pricing & Fee Structure
Fee increases implemented along with program improvements
Eliminated non-resident fees
Swimming lesson fees did not Increase
Simplified, expanded & promoted scholarship program
Jim & Kristin
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Merchandising & Concessions
Remodeled lobby/ front counter
Enhanced retail & concessions sales through creation of “Pool Store”
Promotions – “Black Friday Sale”
$6,005 in total sales Black Friday 2014
Merchandise/ Concessions Revenue Increased 54%
FY 09/10 FY 13/14
$20,684 $31,891
Kristin
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Maintenance & Facility Improvements
Changed approach to maintenance
Contracted for janitorial service
Outsourced facility maintenance and hired pool operator
Reinvested savings into capital improvement projects
Remodeled lobby & employee area
Created dry land exercise room
Re-plastered pool
LED underwater lights
New pumps & VFD’s
Painted entire facility
Jim & Kristin. Need to add photos – plaster project & paint project
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Replaster Project
Kristin
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Exterior Improvements
Kristin
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Facility Usage
Comparing 2011 to 2014
Activity participation in group X classes (254% increase)
Total facility attendance (33% increase)
Pass holders/ memberships (154% increase)
Rental registrations (315% increase)
Kristin
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Financial Impact
Jim
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Looking Forward
Continual assessments of programs, fees, schedule, etc.
Special marketing campaigns
Opportunities & areas for improvement
Further training & development of swim lesson program
Further increases in activities & participation
Increasing party rental registrations
Energy efficiency
Heat Recovery Unit (Capital Improvement 15/16)
Water Heater & Pump Replacements
Pool Blankets (Energy Trust Study in progress)
Main Pool LED Lighting
Fitness Program Growth
New facility features
Kristin
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Questions?
Josh Udermann
Josh.Udermann@ci.Woodburn.or.us
Kristin Wierenga
Kristin.Wierenga@ci.woodburn.or.us
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