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Creating and Ensuring a Relevant
Parks and Recreation Agency
2017 Vermont Recreation and Parks Association
Annual Conference
Lake Morey Resort
Fairlee, Vermont
Chris Nunes, CPRE
The Woodlands Township
The line between being obsolete and relevant is constantly moving…………
Premise of Session
The longer you work in parks and recreation, the harder it can be to relate to what your users are experiencing-(change the date)
The world our users are in today is quite different from the world we grew up in….
……..thus are we still relevant to our communities?
2007-Becoming Relevant to Children
Why have we lost relevance????
Question
Why is it
important to be
relevant?
Session Objectives
Define relevancy as related to their own
agency and department (user and non user)
Identify and understand the process of
implement change in regards to relevance
across an organization.
Develop a program for relevance within
their agency, division and/or unit.
Relevance-Background Information
Current Challenges:
Community does not have allegiances
Competition
Limited ability to change (Staff/Boards)
Old platforms of service (staff vs. contractor, program formats)
Space/facility limitations
Technology
Other
Relevance-Background Information
Market segmentation/Markets of One
◦ No longer large markets for services
◦ How do we communicate individually??
What does this equate to?????????
Competition-Before Percent of Market
Parks and Recreation
YMCA
Boys and Girls
Other
Competition-Now Percent of Market
Parks and Recreation
YMCA
Boys and Girls Club
Private Clubs (Fitness,
Sports)
For Profit Entities
(Chuck-E-Cheese)
Commercial Recreation
(Ski Areas, Rinks)
Sport Clubs (Soccer,
Lax, Volleyball)
What is USA Today Doing to be
Relevant????
USA Today
Old Model
New Model
Browser
iOS Tablet
Windows 8
ios Mobile
Android
Mobile
Blockbuster-Netflix
Who Uses a Library???
So what does this mean???
No longer first place to go for recreation services
Loosing market share
Revenue dollars- Down
Participation dollars-Down
Value to community-Down
Board/Commission force decisions to be made which results in……………
Why have we lost relevance????
Lack of
◦ Programming change
◦ Change in pricing/value
◦ Reluctance to change systems/Innovation
◦ Understanding market/community
◦ Understanding needs
Chick-Fli-A Video
◦ Failure to change with the times
But I am not USA Today/Netflix…..
Old Model
Open Swim
New Model
Private
Lessons
Group
Rentals
Dive In
Movies
Group
Rentals
Private
Rentals
Contractor
ProgramsAre there additional segments within these
programs and services?
Will open swim stop being relevant?
But I am not USA Today/Netflix…..
J F M A M J J A S O N D
2006
2015
Six Tips to Remain Relevant
Understand Your Market
How do we differentiate our model?
Interact with the Community
Reduce Waste
What business you are in?
Develop programs for Relevance
Hint:
All insights should be grounded in the consumer. Only then figure out how your
brand can naturally fit into your customers’ world.
Remain relevant- Understanding
Market
Community
Changes in
Demographics
Psychographics
Market
Providers of Rec
Services
Staffing
Remain relevant- Understanding
Market
Needs
Intrinsic –accomplishment attention, approval
Extrinsic- Rewards, acceptance
Physical
Community Building
Structure of Activities
Levels of Activities
Cost/Fee Structure
Other……………..
What need does a color run
meet?
Remain relevant- Understanding
Market
Community Needs
Programs and Services- New Platforms
Users and Non-Users
Differentiate our model
Attention to programs/services (sales) is
driven by differentiation
Attention
Intent
Persuasion Rahimpour, N (2013) The Relevance
Trap
Differentiate our model
How can I differentiae my concert in the
park with other community’s concert
programs????
Differentiate our model
How are you
different than your
competition?
Differentiate our model
Different
◦ Customer Service
◦ Staffing
Levels/Credentials
◦ Facility
◦ Programs
◦ Technology
◦ Leadership
Do these equate to a
market advantage?
Differentiate our Model
Think Different Class, Not Best in Class
What do we do different/better than our
competition?
Rahimpour, N (2013) The Relevance Trap
Interact with the Community
Multiple touch points
Interact with the Community
Multiple touch points
Interact with the Community
Formal Engagement
Design Planning
Programming design
Friends of Parks
Benefits Campaigns
Community Surveys
Community Wide
What about informal?
Interact with the Community
Informal Methods
Get out of the office
Use your programs
Listen in
Meet your customers
on their turf
Watch them,
Strike up a
conversation
Interact with the Community
Monitor what the community is saying
about you (good and bad)….
What Business am I in????
• Social Ill’s, Community Development,
Experience, Educational, etc???
• Depends on the community
• 2011 Parks and Recreation Needs Assessment-
Aquatics
How do I facilitate the Experience?
How do I facilitate the Experience?
How do I facilitate the Experience?
Program for relevance
Strategic Plans
Evaluation Programs
Business Plans
Operational Plans
Revenue Philosophy
Needs Assessments
Revenue Management Plans
Other……
Programs for relevance
Goals of plans
◦ Assess market and community
◦ Understanding financial aspects
◦ Document goals and objectives
◦ Program short, mid, and long term planning
◦ Evaluation-Frequent Review
◦ Continuous Planning and Improvement
Final Thoughts
Routinely disrupt your thinking and
processes.
Constantly be in evolution mode.
Play with new technologies.
Build on your thinking.
Be open to new ideas, approaches and
hypotheses.
Stay curious
Thank you!!!!
Chris Nunes, Ph.D., CPRE
Director of Parks and Recreation
The Woodlands Township
The Woodlands, TX
281.210.3906
