North Brevard Aquatics, Inc.

Community Outdoor Aquatic Center

Photo Pending Copyright Protection c/o Kaitlyn Leeds

Enterprise Business Plan

Dr. Luke Roberson, President, North Brevard Aquatics

December 7, 2020

1. Vision Statement & Mission Statement

2. Executive Summary

3. Current/Company Summary

4. Products and Services

5. L2S Programs

6. Masters Programs

7. Physical Therapy and Rehabilitation Programs

8. Recreational Events and Activities

9. Safety and Rescue Training

10. Aquatics Safety

11. Market Analysis Summary

12. Strategy and Implementation Summary

13. Description of Proposed Center

14. Management Summary

15. Financial Plan

16. Funding Sources

17. Operating Costs

18. Aquatic Center Income

19. Pools: Teaching/Exercise pool plus Community/Competition pool

20. Structure - options

21. References and Additional Information

The North Brevard Aquatic Center is envisioned to meet the aquatic health, safety, recreation,

and competition needs of the citizens and visitors to Port St. John, Florida and surrounding areas

in North Brevard.

Vision: Create a place for the North Brevard community to

learn how to swim, dive, and perform recreational aquatic

programs.

Mission: Establish an aquatic facility in North Brevard that

supports community; provide a place for students to go after

school; teach drowning prevention, swimming, diving, and

recreational aquatic programs to promote healthy living within

the county.

______________________________________________

In a state where childhood and adult drowning leads the nation, Brevard county Florida hosts 3

main bodies of water between the Indian River, Banana River, and Atlantic Ocean that greatly

contribute to these drowning statistics. Yet, North Brevard County does not have a pool open to

the public all year long to teach drowning prevention and swim lessons. This must change.

This enterprise business plan, developed in collaboration with USA Swimming’s Build a Pool

Program, describes the need for a new aquatic center in North Brevard county Florida. Current

facilities are non-existent and do not meet the expansive population growth within the county due

to the Kennedy Space Center and sprawl of Orlando. The proposed new aquatic center would meet

all ADA regulatory guidelines, offering and supporting numerous aquatic activities that would

benefit the entire community.

This plan describes in detail the type of new center proposed, the financials for development and

construction of the proposed center, and potential sources of income. Additional reference

information is provided for justification of population and needs to justify the financials.

The local community strongly supports an aquatic center, and a new center will attract even more

participants in aquatic activities. The North Brevard Aquatic Center (NBAC) provides a

community centerpiece that will help foster economic growth in the city and county. The NBAC

would support local high school swimming and diving programs at multiple high schools, support

local parks and recreation, and develop aquatic programs that support local economies. Social

Savings Impact information at the end of this document demonstrates how this facility would

greatly benefit the entire community.

The North Brevard Aquatic Center is designed and will be programmed to meet the aquatic

health, safety, recreation, and competition needs of Port St. John. This Enterprise Plan will present

the planning/programming for the pools and necessary land supporting areas. Programming must

precede design. Since COVID the aquatic “wants and needs” of communities have changed.

Aquatic facilities can no longer rely on day-pass recreation fees to financially sustain the facility.

To address the modern communities’ health and wellness and safety needs post COVID, this plan

focuses on offering Total Aquatic Programming which has become the new successful model for

USA Swimming across the United States. Developed in collaboration with USA Swimming, this

plan stresses the importance of the 4 Pillars of Aquatic Programming and the most effective way

to bring this to the North Brevard community.

Across the US, there are various types of organizations or businesses who own facilities. The most

common are Municipalities & Park Districts, Schools & Universities, Private Businesses such as

Health Clubs and Swim Schools, and Swim Clubs. There are also partnerships between the above

entities. Many times, the owners do not want to be fully involved in the aquatics business. This

is when the business plan and Feasibility Study becomes extremely important. All the 4 Pillars

can be offered as an “in house” program or as a water rental option as long as the person in charge

(facility aquatic director) understands the importance of Risk Management, Program Operations,

and Instructor Certification. Who you rent water to and contract to run programs is the most

important component of sustainable aquatic programming. Water rental fees must recover

operational cost plus a minimum of 15% profit.

Learn to Swim Usually conducted using National Curriculum and Certification

Can be in house offered by facility or contracted out.

Adult membership-based programming - Fitness

Certified Instructors conducting classes or CAAP programming

Can be in house or contracted and run by an independent certified instructor

Rehab and Therapy Using the smaller warm water pool Usually conducted on a water rental contracted basis

Swim and dive teams Using the larger pool – USA Swimming or US Masters certified coaches plus High School teams

Can be in house or on a water rental basis to USA Swim Clubs

Recreational swim Properly life guarded and monitored by Certified staff

Usually in house and requires a daily fee or membership

Events and Parties Properly life guarded and monitored by Certified staff

In house with a pool rental fee. Shared staff with facility and swim club hosting meets

The chart that follows will list some of the organizational options for programming certifications…..

It is not unusual for a facility to use the pool for their selected “in house” programming and then contract

out the other programs to qualified organizations. This is one of the best reasons for the multiple pool

facility model. The more times that a pool is available for water rental, the more likely the operational cost

for the pool can be supported by aquatic programming.

Some of the more popular programs for each pool:

Programming pool Adult Exercise

Learn to Swim CAAP membership

Rehab continuum

Warmer water programming

Competitive main pool

Team rental Competitions Lap swimming Recreation Cool water Programming

Deep Water in any pool

Diving Scuba Syncro - Artistic Deep water programming

Lifeguard training

Programming Pool with proper design

Rehab & Therapy

Warm water programming

Adult Exercise Pre-school programming

Special Needs programming

Specific planned services include (but are not limited to) the following:

• Early Bird Lap Swim – CAAP Membership basis

• Swim Team Training (Space High School and USA Swim Club)

• Springboard diving – instruction and competition

• Water Rescue Training - Lifeguard Training (CPR/AED, Lifeguard Cert)

• Fitness Training (Lap Swim, Water Fitness) through CAAP Programming model –

Membership perpetual programming based

• CPO Training

• Swim Meets - Retractable Bleachers (350 - 500 seat capacity max)

• SCUBA Training

• Snorkeling & Fin instruction

• Kayak Training

• After school programs

• Parties

• Swim Lessons – Swim America adult and children in small group (4 to 6 students),

Spotlight classes (2 students) and Custom classes (1 on 1)

• General Fun & Enjoyment when programming isn’t occurring

• Special Needs Training

L2S Programs

L2S programs exist in many forms. Table 1 below lists examples of program progressions and

age-group specifications.

Table 1 – Learn to Swim Programs – Curriculum TBD

Level Description

Water Acclamation

The objective of this level is to help clients feel comfortable in the water

and to enjoy the water safely. In level I, they learn elementary aquatic

skills, which clients build on as they progress through the Learn to Swim

Program. At this level they also start developing good attitudes and safe

practices around the water. Some clients will have some experience with

the water and may begin the program at a higher level. There are no

prerequisites for this level.

Water Adaptation

The objective of this level is to give clients success with fundamental

skills. Clients learn to float without support and to recover to a vertical

position. This level marks the beginning of true locomotion skills and

adds to the self-help hand basic rescue skills begun in Level I. Clients

entering this course must have a Level I certificate or must be able to

demonstrate all the completion requirements in Level I.

Table 1 – Learn to Swim Programs – Curriculum TBD

Level Description

Skills & Drills

The objective of this level is to build on the skills in Level II by providing

additional guided practice. They learn to coordinate the front crawl and

back crawl. They are introduced to the elementary backstroke and the

fundamentals of treading water. Clients also learn rules for safe diving

and begin to learn to dive from the side of the pool. Clients entering this

course must have a Level II certificate or must be able to demonstrate all

the completion requirements in Level II.

Stroke Development

The objective of this level is to develop confidence in the strokes learned

thus far and to improve other aquatic skills. Clients will learn to increase

their endurance by swimming familiar strokes (elementary backstroke,

front crawl, and back crawl) for greater distances than at Level III. They

are introduced to the breaststroke and sidestroke and the basics of turning

at the wall. Clients must have a Level III certificate or must be able to

demonstrate all the completion requirements in Level III.

Stroke Refinement

The objective of this level is coordination and refinement of key strokes.

They are introduced to the butterfly stroke, open turns, the feet-first

surface dive, and springboard diving. Clients learn to perform the front

crawl and back crawl for longer distances and to perform the sidestroke

and breaststroke. Clients entering this course must have a Level IV

certificate or must be able to demonstrate all the course requirements in

Level IV.

Skill Proficiency

The objective of this level is to polish strokes so clients swim them with

more ease, efficiency, power, and smoothness over greater distances.

Clients develop better endurance by the end of this course. They are

introduced to additional turns as well as the pike and tuck surface dives.

Clients entering this course must have a Level V certificate or must be

able to demonstrate all the skill required to complete Level V.

Level VII:

Advanced Skills

The objective of this level is to perfect strokes and to develop good fitness

habits. Clients are urged to use aquatic activities throughout life to

maintain Their physical condition. They learn springboard diving and

advanced rescue skills. Other aquatic activities are introduced at this

level: polo, and synchronized swimming. Clients entering this course

must have a Level VI certificate or must be able to demonstrate all the

completion requirements in Level VI.

Parent/Infant:

6 – 36 Months

PASS CLASS

Parents MUST accompany the child in the water. Skills to be taught to

the parents will be holding positions and when to use them, the importance

or cues and how to use them and roles for helping the child learn and

practice skills appropriate for their age. There is also an introduction on

lifejackets and basic safety skills.

Table 1 – Learn to Swim Programs – Curriculum TBD

Level Description

Tots:

3 – 5 Years

This class helps to improve the skills children have learned and to

introduce more advanced skills. They will be taught water adjustment,

exploring the pool, kicks, floats glides, underwater exploration and water

exit. For some tots, especially those who have not had water experiences

or who show fear, it may be helpful to start them out in the Parent/Infant

class (PASS) and let them progress at their own speed.

Adult Lessons

AI-CHI Swim

Adults may avoid learning to swim for some reasons. The most common

reasons are fear of losing control, fear of drowning, and anxiety about not

being able to breathe, and fear of not being able to get back to safety. AI-

CHI Swim classes help to reduce these frustrations and fears. This course

will allow you to pursue your own interests and own decisions about what

you want to learn or accomplish. Balance and posture and learning about

the properties are the key.

Aquatic Exercise

Will help improve health and fitness. This CAAP membership-based

program offers an excellent warm-up, aerobic set and cool-down activities

for the upper, middle and lower body.

"United States Masters Swimming (USMS) is an organization of sportswomen and sportsmen

founded in 1970 and dedicated to the premise that the lives of participants will be enhanced through

aquatic physical conditioning." To that end, USMS has set its mission "To promote fitness and

health in adults by offering and supporting Masters swimming programs."

Less than one-third of USMS swimmers identify themselves as "competitors" – but they all swim

because they love swimming and want to be fit. Swimming is one of the most popular forms of

aerobic exercise, and it is an excellent activity for anyone who wishes to get fit and stay fit. USMS

provides resources and activities to help swimmers maintain a lifelong interest in swimming. The

USMS Fitness Committee is dedicated to studying and developing fitness swimming activities for

the general membership at the national level. This committee is also dedicated to providing

resources to educate adults on the fitness benefits of swimming.

(After rehab and therapy)

The purpose of adult aquatic programming to hasten the rehabilitation process through the use of

the physical properties of water, improve the clients’ ability to perform daily activities, and to

provide a safe environment for practicing a healthy lifestyle. CAAP (Convenient Access Aquatic

Programming) programs can include the following:

• Initial evaluation

• Individualized aquatic exercises and techniques

• Periodic reassessment to assure progression towards the goals

• Progression to a continuum membership based program.

The following physical properties of water assist with an aquatic program:

• Buoyancy

• Reduces weight on painful joints

• Assists movement

• Warm Water

• Increases blood flow to muscles

• Improves flexibility

• Hydrostatic Pressure

• Reduces swelling

• Viscosity

• Increases body awareness

• Offers a resistive force

• Turbulence

• Sensory overload decreases pain perception

The mission of the CAAP program is as follows:

Through the use of the highest level of skills and the physical properties of water, programs will

do the following:

• Progress you to your maximum level of functional independence

• Encourage you to maintain your functional level by participating in a fitness program

• Prevent injury or re-injury

• Improve coordination.

• Learn to change positions safely and walk safely on level and unleveled surfaces and ramps.

• Learn proper walking and movement patterns in water.

• Help to deal with fibromyalgia or neurological disorders

These are facility run programs administrated by certified professionals on a membership basis.

More information on the CAAP or FINE programs are available on request.

Recreational Events and Activities

Aquatic centers and swimming pools offer many recreational activities for the community. Most

activities involve all age groups, and are safe and enjoyable for the entire family.

Recreational activities at aquatic centers include the following:

❖ Swimming activities for all ages

❖ Aerobics and exercise training in an aquatic environment

❖ Parties and pool rentals

❖ Swim in movies

❖ Family swim nights and weekends with inflatable fun-

features in water

Both pools will be capable of hosting recreational activities on the weekends so one pool can

be open for members if the other pool is rented out for a party or event.

Safety and Rescue Training

“Through USA Swimming and their industry partners (Red Cross, Swim America, Starfish, etc.)

Make a Splash programs may be available for the community. Children and Adult water safety

and learning to swim must be a priority for this community.

This section describes: What else is out there? Why do we need an Aquatic Center?

Focus on local needs of North Brevard County

Population demographics has created a need for a facility

Overall fitness, national fitness trends are important

Competition – limited – market underserved

ADA codes and Special Needs population temperature, access, and water depth issues

must be addressed.

The proposed North Brevard Aquatic Center (NBAC) was designed in collaboration with USA

Swimming’s Build-a-Pool Program and Myrtha Pools. The NBAC will require approximately 3

acres of land to meet the current design. This will provide options for small future expansion

depending on final design and location of facility in relation roads and other land features. If more

land is available, then the facility can be designed with potential expansion in mind. Parking

requirements, daily and event based, will also have to be considered and codes met. The proposed

center will have a building with ~2,000 square feet of usable space indoors and ~30,000 square

feet outdoors. Specific indoor areas include separate dressing areas/bathrooms for children and

adults, a small operations office, small storage room, and a small weight room. Outdoors an 8 lane

25-yard pool and a smaller 4 lane warmer-water teaching pool with diving boards. The larger

outdoor community pool will have 8 lanes 75.02’ (25 yards) long, 7’ wide, and 5’ deep. The

smaller four lane pool is designed to slope from a zero-entry to 11’ deep along a 25-yard length to

provide swim lessons on one end and diving, scuba, or water polo on the far end. Two 1-meter

diving boards will be on the deep end, designed for future expansion with a 3-meter board.

Moderate spectator seating for the outdoor pool is included in the overall building cost and the

number of bleacher seats will depend on the final budget.

Brevard County is located along Florida’s east coast. The county is separated from Orlando to the

west by the Saint John’s River and National Wildlife Refuge and the Atlantic Ocean to the east.

The north part of the county extends from north to south to include the towns/cities of Scottsmore,

Mims, Titusville, Port St. John, and Cocoa. Central Brevard county includes the cities of Merritt

Island, Cocoa Beach, Rockledge, Viera, Indian Harbor and Satellite Beaches. South Brevard

includes West Melbourne, Melbourne, Palm Bay, and Malabar.

Brevard County Parks and Recreation department operates pools in Rockledge, Melbourne, and

Palm Bay. However, the county has not developed or built any aquatic facilities in Central or North

Brevard.

There is no competition to our business plan within 30 miles of our proposed location. The YMCA

of Central Florida closed the Suntree YMCA located in Viera in 2018, the Cocoa YMCA in 2020,

and the Titusville YMCA has been semi-operational since 2019. Each of the facilities closed their

pools, with only the Titusville facility remaining open for gym memberships. The Parrish Health

and Fitness Center in Titusville permanently closed their health facility with rehabilitation pool in

March 2020 due to COVID. They will be converting their facility to a rehabilitation center for

hospital patients only. Brevard County Public Schools own a competition pool at the high school.

The school pool is closed to the public. There are no facilities in Scottsmore, Mims, Port St. John,

or Cocoa.

The closest competition to our business plan is located in Oviedo, Rockledge, and Cocoa Beach.

Oviedo and Cocoa Beach are 35 miles from Titusville/PSJ areas. These programs provide local

business case scenarios from city, county, or privately owned pools. Each of these programs

have been financially viable.

The management team of this aquatic center consists of the following individuals:

Owners / Executive Directors

The Executive Team consists of the two founding members: Dr. Luke Roberson and Mitzi

Kremer Tighe. Dr. Roberson is a rocket scientist at NASA’s Kennedy Space Center, former D1

swimmer at Georgia Tech, rescue scuba diver, and head swim and dive coach as Space Coast

High School. Mitzi Kremer Tighe is a former 1988 Olympic swimmer and bronze medalist, head

swim and dive coach at Cocoa High School, teacher at Apollo Elementary, and founder of the

ROCO swimming program in Brevard County.

The Executive Directors are responsible for programming, facility use rentals.

Facility Manager

A facility manager will be hired upon completion of building the facility. The facility manager

will be responsible for Guards, Safety, Maintenance and Operations, Equipment.

Business Development Coordinator responsible for Billing, Membership, Advertising, and

Rentals to include finance, accounting, and financial reports.

Aquatic Programs Coordinator responsible for Make a Splash, Swim Team, Community

Access, Water Rental, and Events.

Land Wellness Coordinator responsible for weight room, exercise areas, and dryland exercise

programming.

Example of a sustainable total aquatic programming staff flow chart.

Owners

Facility Director

Business Make a

Splash Learn

2 Swim Swim

team Water

Rental

Maintenance

Guards

Equipment

Safety

Adult prog.

Post Rehab

Classes, Water

Aerobics, etc.

Exercise

areas

Personal

Training

Billing

Accounts

Payable

Accounts

Receivable

Contracts

Grants

Schedules

Advertising

Team liaison

Pool rental

Corporate

functions

Guard training

and schedules Equipment upgrades and repair

Water and

Air quality

Facility

upkeep

Schedules

Advertising

Rehab liaison

Corporate

functions

WOE

Schedules

Advertising

Staff training

Personal

training

Membership

quality control

Equipment

There may be phases to the business plan that will require job sharing or a combination of positions

until the business grows enough to warrant a separate department or coordinator/staff.

Demographics are listed below from the Easy Analytic Software (EASI) Reports. Current EASI

demographics were obtained from EASI Demographics website

(https://www.easidemographics.com/mdbhelp/html/easi_quick_reports.htm). Demographics data

were collected in 2019 as reported below. As shown, the population easily supports a community-

based aquatics programming and facility centralized between the cities of Titusville, Port St. John,

and Cocoa.

EASI Updated Reports and Analysis

Summary Report

ZIP Code: 32927

Post Office Name: Cocoa

County FIPS Code: 12009

City Name: Port St. John CDP, FL

County Name: Brevard, FL

State Name: Florida

CBSA Name: Palm Bay-Melbourne-Titusville, FL

Dominant Profile: In the Armed Forces

Description Value % Total EASI

Score

EASI Rank

of 39831

DEMOGRAPHIC OVERVIEW

Population 30,370 100.0 C 18,899

Households 11,004 100.0 D- 30,133

Total Household Income ($) 925,243,864 100.0 C- 21,529

Median Household Income ($) 73,507 N/A B 13,099

Median Age 40.2 N/A D+ 25,021

POPULATION BY RACE

White Population 26,067 85.8 C- 21,299

Black Population 2,438 8.0 B+ 9,840

Asian, Pacific Islander Population 519 1.7 B 10,885

American Indian and Alaska Native Population 159 0.5 C+ 16,038

Other Race Alone Population 266 0.9 C 21,107

Two or More Races Population 921 3.0 B 11,332

POPULATION BY ETHNICITY

Hispanic Population 2,033 6.7 B 12,604

White Non-Hispanic 24,493 80.6 C- 21,544

EASI Updated Reports and Analysis

Summary Report

ZIP Code: 32780

Post Office Name: Titusville

County FIPS Code: 12009

City Name: Titusville city, FL

County Name: Brevard, FL

State Name: Florida

CBSA Name: Palm Bay-Melbourne-Titusville, FL

Dominant Profile: House for Sale

Description Value % Total EASI

Score

EASI Rank

of 39831

DEMOGRAPHIC OVERVIEW

Population 38,073 100.0 C 18,899

Households 17,060 100.0 A 5,194

Total Household Income ($) 1,354,663,891 100.0 B- 13,857

Median Household Income ($) 64,552 N/A C 19,318

Median Age 48.8 N/A A- 5,771

POPULATION BY RACE

White Population 30,548 80.2 D+ 24,666

Black Population 4,982 13.1 A- 7,328

Asian, Pacific Islander Population 837 2.2 B+ 9,235

American Indian and Alaska Native Population 192 0.5 C+ 16,520

Other Race Alone Population 450 1.2 C+ 18,410

Two or More Races Population 1,064 2.8 B 12,789

POPULATION BY ETHNICITY

Hispanic Population 2,734 7.2 B 12,026

White Non-Hispanic 28,550 75.0 D+ 24,048

Footnotes: EASI Rank: based on the concentration of the variable with a '1' being the highest rank and the number of areas in a geography being the lowest rank. EASI Score: arranges the EASI Rank into a quintile frequency distribution ranging from 'A' (the highest concentration group and top 20%) through 'E' (the lowest concentration group and bottom 20%). '(US Avg=100)' indicates an index value that has a range of 0 (low) to 200 (high). © 2019 Easy Analytic Software, Inc. Easy Analytic Software, Inc. (EASI) is the source of all updated estimates. All other data are derived from the US Census and other official government sources. Consumer Expenditure data are derived from the Bureau of Labor Statistics. All estimates are as of 1/1/2019 unless otherwise stated.

EASI Updated Reports and Analysis

Summary Report

ZIP Code: 32926

Post Office Name: Cocoa

County FIPS Code: 12009

City Name: Cocoa city, FL

County Name: Brevard, FL

State Name: Florida

CBSA Name: Palm Bay-Melbourne-Titusville, FL

Dominant Profile: In the Armed Forces

Description Value % Total EASI

Score

EASI Rank

of 39831

DEMOGRAPHIC OVERVIEW

Population 23,390 100.0 C 18,899

Households 9,041 100.0 C- 23,359

Total Household Income ($) 747,241,854 100.0 C 19,135

Median Household Income ($) 66,632 N/A C+ 17,785

Median Age 45.8 N/A B 11,582

POPULATION BY RACE

White Population 18,286 78.2 D+ 25,641

Black Population 3,612 15.4 A- 6,466

Asian, Pacific Islander Population 414 1.8 B 10,639

American Indian and Alaska Native Population 126 0.5 B- 15,653

Other Race Alone Population 356 1.5 C+ 16,091

Two or More Races Population 596 2.5 B- 14,562

POPULATION BY ETHNICITY

Hispanic Population 1,606 6.9 B 12,403

White Non-Hispanic 17,232 73.7 D+ 24,542

Footnotes: EASI Rank: based on the concentration of the variable with a '1' being the highest rank and the number of areas in a geography being the lowest rank. EASI Score: arranges the EASI Rank into a quintile frequency distribution ranging from 'A' (the highest concentration group and top 20%) through 'E' (the lowest concentration group and bottom 20%). '(US Avg=100)' indicates an index value that has a range of 0 (low) to 200 (high). © 2019 Easy Analytic Software, Inc. Easy Analytic Software, Inc. (EASI) is the source of all updated estimates. All other data are derived from the US Census and other official government sources. Consumer Expenditure data are derived from the Bureau of Labor Statistics. All estimates are as of 1/1/2019 unless otherwise stated.

Population growth in the USA over the past 10 years:

Using information developed by Club Industry and the Fitness Industry, the median income averages for

the area are right at what is needed to consider this size and type of facility. The population numbers of

the city and county are above what is needed. A full Feasibility Study by Counsilman Hunsaker can help

establish size and scope of aquatic facility to be financially sustainable through Total Aquatic

Programming.

The space (land) required for the proposed aquatic center will be approximately 3 acres depending

on the potential for future expansion and available parking. Operating costs will play a significant

role in the financial planning of the proposed center. Initial funding (capital start up dollars) will

be required until the center achieves self-sufficiency. Estimated operating costs and anticipated

income from the center are also considered.

The following facility cost estimate information is provided courtesy of USA Swimming’s

Facilities Development Department and is used with their permission. This Enterprise Plan and

the dollar amounts presented are not to be considered quotes.

The proposed facility is for a population base of over 50,000 population and requires 2 pools. The

facility as presented will however easily service up to 100,000 people within a 20-minute drive.

The proposed facility location would be located at Space Coast High School pending collaboration

with Brevard County Public Schools, Fay Lake Wilderness park pending collaborations with the

Brevard County Parks and Recreation Department, or on private land located off of Port St. John

Parkway and US Hwy 95. Land costs vary from collaboration but would not exceed $200,000 for

3 acres of private land.

USA Swimming always recommends and prices MYRTHA Stainless Steel pools in their

Enterprise Plans. They have a much longer life span than traditional pools while having a

substantially lower maintenance cost. When looking at the cost to operate over the first 8 years of

a facility, choosing the best pools cost no more to build. Over the first 20 years of the facility, the

savings are very noticeable and a relief to the budget.

Pool #1: Outdoor Programming Pool with options

30’ x 45’ x sloping 4-12’ deep (~1350 square feet)

T = Temperature 87 to 89 degrees

A = Access ramped entry with stairs

D = Depths ranging from 48” to necessary programming depths

1 x 3 meter diving and 2 x 1 meter diving – Duraflex standards with Maxi Flex cheese boards

Construction estimate with all best quality operational equipment for pool:

In ground Myrtha stainless steel modular construction = $340,000

Pool #2: Outdoor Community Pool – Team rental - Lap Swimming

“Square” shaped pool 75.02’ feet long x 60’ wide (4000 square feet)

T = Temperature 82 to 84 degrees

A = Stair entry with lift

D = Depths ranging from programming depth 48”/54”

Construction estimate community pool:

In ground steel modular construction = $1,200,000 all inclusive

An indoor area for exercise equipment and cardio-theater can range from 800 square feet to larger.

USA Swimming has arranged for professional providers to give discounts to club projects. Free

layout and design is also included. Budget around $250,000 for this area and it has a potential

income to pay itself off in the first 3 years. This has been included in the summary budget table

that follows.

When the budget has been identified, seating requirements can be defined. We have budgeted

~400 on deck tilt up or roll back aluminum bleachers for spectators for the outdoor pool. The decks

around the pool are large enough for chaise lounge chairs or tables and chairs.

Structure: ~2,000 square feet is the recommended square footage for the indoor facility as

described. The outdoor footprint (inside the fence) would be ~30,000 square feet. The facility

would include 2 pools, an entry way, office space, viewing/spectator area, vending and concessions

area, locker rooms, meeting room, and exercise area. The plan can be engineered with more or less

space, but programs may then be affected.

PROGRAMMING PRECEDES DESIGN

The cost for the actual building/structure will vary greatly with location and local contractors so

we have included a “place holder” cost for quality permanent steel building construction with brick

facades or block building. The actual building style and size always has the biggest effect on the

budget. There may be some “breezeways” that can be designed for main entrance and vending

that can save money on the building.

Indoor building price estimations are $125 per Square Foot for building and interior build out.

This is a place holder for budgeting purposes and can will be changed by the architect and design

consultants once the type and size of building has been determined.

The best approach to secure good pricing while still getting a quality building to house swimming

pools is to identify a general contractor with indoor pool building experience. If the project can

be “design-build” rather than bid, that can save money. The building contractor can work with

Myrtha pools so Myrtha can do all of the pool design and pool building and equipment installation.

The goal is quality products at best pricing.

BUILDING ELEMENTS:

The gutter system - The main pool may have a fully recessed gutter at the turning ends of the

pool or may be a deck level gutter. The smaller programming pool may be a skimmer pool which

can save dollars and has some operational advantages. Gutter profiles will be discussed in the final

design phase of the project.

We have included some dollars in budget for specific areas in the general building “build-out”

and FFE.

• Bleacher seating for spectators and swimmers on deck – outdoor pool

• Pool decks - minimum 15’ on all decks outdoor pool with some extra deck width on

bleacher side.

• Offices and meeting room

• Laundry room and staff area

• Filter and Equipment rooms – may be outdoors in fenced area if budget requires

• Storage rooms

• Lobby and vending area

• Shower and dressing areas plus deck rinse stations

• Exercise room

General Concepts:

In the dressing and shower rooms "codes will prevail" but at least:

1 toilet and 1 urinal for every 75 males using facility

1 toilet for every 40 females using facility

1 sink for every 150 people using facility

All showers must be privacy stalls - no gang showers

Also multiple on deck rinse stations (heated showers) for

• programming pool – minimum 4 units – shower heads – deck drains

• main pool – minimum 8 units – shower heads – deck drains

15% of the total pool area should be set aside for storage -

10% of the total pool area should be set aside for filters & equipment

Parking codes also need to be part of the planning. Size of building, local codes, and zoning

affect these.

Supporting areas comments:

All decks and flooring in the “wet part” of the facility will be non-slip surfaces. Either broom

finished concrete floors or synthetic coatings work best.

Storage rooms and areas need to be well vented with floor drains and pocket type sliding doors to

maximize space.

Timing systems and scoreboards can greatly vary in price depending on options and score board

size and feature selections. We have not included a place-holder $ amount for any timing system,

as the timing system is already owned by NBAC.

The pools should always be covered when not in use for any length of time – e.g. overnight. This

saves wear and tear on all equipment and save up to 40% on water heating, electricity, and pool

chemicals.

Pool filter rooms will be designed with the most advanced “green” technology available.

Regenerative pool filters, automatic chlorine feeders and pH control, and titanium core pool

heaters have all be included in the pricing. Each pool will have its own separate filtration and

circulation system but they will be located in the same room or area if the final design allows. The

exception may be the smaller rehab teaching pool may have its own area for filter room and

equipment.

Extra space has been allocated for vending and lobby area.

Front desk and reception + offices

Land: Planned in-kin from Brevard Schools or Brevard Parks

Pool #1 Outdoor Programming pool = $340,000

Pool #2 Outdoor community/competition pool 8 lanes 25 yards = $1,200,000

Sub-totals pools = $1,540,000 (Includes all operational equipment @ best quality & energy efficient)

Building ~2,000 Square Feet = $250,000 (includes basic interior build-out)

Outdoor decks and fence and lighting around pool + bleachers = $200,000

FFE (Furnishing Fixtures & Equipment) for building and outdoor pools = $200,000

Sub-Total = $2,190,000

AE Cost (Design and engineering) ~ 8% $150,000

Contingency ~ 5% $200,000

Startup (includes staff hiring and training 12 weeks prior to opening) $100,000

Legal/permitting/Etc. $25,000

Soft Cost total for project $475,000

Total Project ball park estimate = ~$2,665,000

The above pricing estimates are based off standard commercial building in the area. They may not include all of the

General Contractor mark ups or specific union wage considerations. The above estimates also do not include any cost

for the exterior of the building such as signs, parking, roads, landscaping, etc.

Prices escalate at an average of 8% to 15% per year so that has to be taken into account when budgeting. These

budget figures were established in July 2019.

The primary objective of this enterprise plan is to justify and obtain the necessary funding and

support for the initial development and construction of the North Brevard Aquatic Center. If the

aquatic center is a not for profit entity, it can be eligible to solicit tax-deductible funding sources.

Funding Plan:

The funding plan is to acquire initial capital to include a 20% down payment on the construction

loan plus $100,000 of the operating startup costs, which is approximately $500,000. The remaining

80% of the funding needed would come from a commercial construction loan or funding from

county, state, or local government assistance.

To raise the $500,000 prior to build, North Brevard Aquatics will begin a GoFundMe or

KickStarter page to generate capital. Initial levels of commitment would begin at $1000 for a

family 1-year membership (up to 5 family members). At 500 family memberships, the initial

capital goal would be achieved. Personal lifetime memberships will be offered at $10,000 levels,

and lifetime family memberships will be available at $20,000. $50,000 donation level would

receive personalized parking space, plus benefits of naming a lane, diving board, etc in addition to

the lifetime family membership. $100k-$3M donations would receive naming rights to the facility

and possible discussions in ownership. This model should generate enough startup capital, as 100-

150 families have verbally committed to a yearly family membership.

Potential large funding sources include the following:

❖ Existing capital from government sources.

❖ Commercial construction loan.

❖ Private philanthropic organizations such as Rotary.

❖ Local bond issues.

❖ Hospitals and other health care organizations wishing to conduct aquatic modalities &

programs.

❖ Space companies such as SpaceX, Blue Origin, Jacobs, Harris, and/or Northrup that wish to

use the facility for company outings, space training in neutral buoyancy.

❖ Fund drives and other fundraising activities.

Steps to gathering your financial thought process:

How many square feet can you afford and support? Total Aquatic Programming model

2,000 SF indoor Dressing rooms – lobby – offices

– land specific areas

30,000 SF

outdoor

1 x “L” shaped outdoor 25y

community/competitive pool +

smaller programming pool

Direct

Operational

Cost

Moderate climate – details

below…..

Details Office $6,000

Phone $400

InfoTech $12,000

Uniforms $1,200

Member Supplies $2,500

Misc Supplies $800

MaintSupplies $5,500

EquipRepair $2,500

Utilities $242,000

Postage $2,200

Legal Fees $2,500

Insurance $28,000

Depreciation $38,000

Advertising $10,000

Public Relations $4,000

Dues & Subscriptions $1,500

Reserve – Invisible Employee from BAP $40,000

Annual Subtotal $399,100

Salaries for

facility Open 70+ hours a week

Position Customer Service Techs 8 $15 per hr

Extension> $120 per hr

Program Coordinator 1 $20 per hr

Manager level 1 $30 per hr

SubTot> $170 per hr

Annual $353,600

Benefits can be added here 30% $106,080

Annualized salaries w/benefits $459,680

Annualized expense budget

Does not include taxes –

depreciation – debt payments

$858,780

Necessary

programming Income – 2 pool facility Annual

Competitive – Lane rental $161,000

Learn 2 Swim $350,000

CAAP – membership based on

500 members $345,000

Pool rental $75,000

Misc $20,000

Income projected total based on Total Aquatic Programming model $951,000

Details below…..

Programming information and options:

Open swim or recreational swims are not considered “programming” although it generates some

income. It will not be used in our discussion since we want predictable income programs in the pools.

1. Learn to swim programs successfully operate by offering lessons in 3 categories:

a. Private or custom class = cost example $38 per student per 30 minutes

b. Semi-private or 2:1 class = cost example $19 per student 2 per 30-minute class

c. Small group classes 4-5-6:1 = cost example $9 per student 4-6 per 30-minute class

The target market for these lessons:

1. Home schooled students between the hours of 9AM and 3PM

2. Day care centers between the hours of 9AM and 1PM

3. Private schools that may be in close proximity to the pool and can incorporate

swimming into their PE curriculum.

4. Special needs children (grant possibilities).

5. School age classes in all 3 categories 4PM to 8PM and on Saturday 8AM to 5PM.

Projected weekly income for the Learn-to swim classes $6,000/week the first 6 months of operation.

Potential for 15% growth every 6 months thereafter for 3 years. Then annual growth at 8% until facility

is maxed out because of pool size restrictions.

2. Adult exercise programming throughout week using CAAP format

Strategically designed and implemented adult fitness programs have been slowly going through some

powerful changes that will help develop sustainable programs for aquatic centers to meet their

operational cost. We have been on the cutting edge of working with the company that is starting to

engage aquatic centers with the newly structed program. This program is very flexible for both the

community members and the aquatic center’s staff.

We are working with aquatic centers to develop a program that promotes

“Positive Aspects of an Adult Water Wellness Program” verses just offering exercise classes

Contact Sue Nelson snelson@usaswimming.org about Total Aquatic Programming LLC

We recommend all our projects investigate this type of program instead of copying what is

currently being offered.

Aquatic programming – adult CAAP

a. Fees based on monthly membership/access =

b. 50 members @ $49 to $69 per month (increasing these base numbers has unlimited

potential.

Facility size and learn to swim programming will be the only consideration)

c. Private aquatic personal training 30-minute sessions $35 per 30 minutes

Rehab and Therapy based on water rental @ $35 per hour per lane - Monday through Friday

8AM to 4 PM based off 20 hours per week

The typical weekday would look something like this:

5:30 or 6:00 AM weekday morning adult CAAP programming arrive and have access to a pool

from 5:30 to 8:45 AM

9AM swim lessons start, and different groups come and go throughout the day

8AM the therapy pool (lanes) open and stay open (if scheduled) until 4 PM –

If a dedicated small pool is designed, then his pool can be used for private lessons after 4:00 PM

or when not scheduled for rehab

Weekend options for party rental plus learn to swim classes

8AM to 6 PM and adult CAAP programming based on membership.

Program income & growth potential

25 yard varying depths and water temp control to 80-84 degrees: Outdoors

Age group competitive swimming Swim and diving teams

Learn to swim programs

Aquatic rehab continuum programs

Aquatic personal training

Adult lap swimming

Safety training

Kayak and boating classes and safety courses

Masters programs

Snorkeling and Fins instruction

Scuba instruction

Fireman’s – Policeman’s - and EMT rescue training

Water Polo

Water Basketball leagues

Boy & Girl scouts – Boys & Girls clubs – water introduction classes

Adult vertical water running with floatation belts

Tri-athlete training

Rehab of athletes by Athletic trainers

Camps and clinics

Water rental can be by pool – usually around $250 per hour

or by lane – short course lanes 18$ to 22$ per lane per hour

Program and membership fees can also be generated

Smaller varying depth pool with water temp control to 87-89 degrees. Learn to swim programs Age group swim team practices Warm-ups for swim meets

Aquatic rehab continuum programs

Aquatic personal training

Membership – CAAP

Outdoors

Outdoors

* The ideal facility for your demographics will cost between $2.8 and $3.4 million dollars not

including any land cost or development.

* Programming income has the potential at the 3 year mark to be well above the start-up

predictions.

* As the programs grow – staffing will also need to be increased.

* The facility should be financially self-sustaining from the opening. The business plan will

show that the facility cannot be responsible for all debt service through programming so

fundraising or equity partners will play an important role.

Example …..Waynesboro – “Swim meet gives Valley a financial boost - Event draws money from outside

the area” By Trevor Brown/staff • tbrown@newsleader.com

Each year just before the start of summer, local hotels, restaurants and other businesses count on an uptick

in sales as the swim meets bring scores of residents from throughout the state to the area. "It is definitely

something positive for us, and it is something we look forward to each year," said Whitney Cannata, general

manager at the Waynesboro/Stuarts Draft Hampton Inn. "We know when we get into the middle of June

that means the swim teams are coming." An estimated 1,500 to 2,000 visitors are expected in the city this

weekend for the annual swimming contest that is conducted today through Sunday at War Memorial Pool

in Waynesboro.

Several business owners said they expect a noticeable increase in revenue as a result of the influx of people

the event brings. Waynesboro Economic Development Director Greg Hitchin said the tourism money

carries an extra impact to the city. "The money spent over this weekend will be more than what normally

is spent by residents," Hitchin said, "But outside monies coming in by having people fill hotel rooms and

restaurants, which contributes to higher room and meal taxes, also increases its importance (to the city's tax

base)."

Rob Rule, who is co-director of the swim meet, said over 500 swimmers registered for this weekend's meet.

When parents, friends, coaches and officials are factored in, he said as many as 2,000 people could be

expected for the event.

Cannata, along with Aaron Cash, the front office manager at the Waynesboro Best Western Inn and Suites,

agreed they are booking lots of rooms to swimmers and families and the business is more than welcome.

Most business owners said the added customers are good news. "We are excited (about the increase in

business) especially because of the economy and the way it is," said Judy Scotto, owner of Scotto's Italian

Restaurant & Pizzeria, which serves special pasta salad dishes to swimmers the night before their meets.

"We do see a little downtime right at the beginning of the summer with people leaving for vacations, so it

is a good time to have a pick-up in business."

Most cities have formulas they use to predict Economic Impact. Below is a sample of a swim meet

calculation:

Invitational type USA Meet

economic impact (per meet)

Swimmers 600

Spectators with swimmers 900 figured at 1.5 persons per swimmer

Total input per day 1500

Days for meet 3

Total input for meet 4500

$ spent by

families

Restaurants $202,500 figured at $45 per day per person

Motels $88,000 figured at $110 per day for 2 days per family

Misc $15,000 fuel, snacks, rentals, shopping, etc.

Total predicted

Economic

impact per

meet

$305,500

We hear a lot about the “Economic Impact” that swim events and other activities can have on a

community and the facility or club can also realize some income from tracking Economic Impact

and soliciting local business sponsorships for events. These can be significant sponsorships for

naming rights for events or sections of the facility itself or can be support for heat sheet ads or

signage advertising throughout the facility. EIA is only tracked during special events the facility

host which may be only 20 to 30 days a year, usually on weekends. There is another very valuable

impact that goes on 365 days a year. It is called Social Savings Impact (SSI) and can be

especially appealing to schools and cities.

Social Savings Impact benefits are shared throughout the community. The Aquatic Center

directly helps …..

• The citizens and families themselves live a healthier lifestyle which makes everyone more

productive.

• Organizations can spend their community support dollars more effectively since the

community as a whole is healthier.

• All businesses can realize a savings with more healthy and active citizens in the workplace

and the shopping force.

• Non-profits, especially in the medical community, can redirect some dollars to preventative

care.

• Schools can be the beneficiary of a healthier and more socially responsible student body

and staff.

• The government of the community can redirect dollars towards needed services such and

streets and parks with fewer dollars spent on solving social challenges.

So when talking with potential school or municipal partners, don’t forget to spend some time

talking about the importance of Social Savings Impact which can translate into millions of dollars

for the community.

Below is a slide from the USA Swimming Regional Build a Pool Conference that help sum up the

importance of SSI:

Additional addendums (headings) below should be created and included with this

Enterprise Business Plan by the project committee:

• Program and rental commitments

• Letters of support from:

o Day cares –

o Home school groups–

o Other schools –

o Businesses –

o Organizations –

o High profile citizens and public officials

This Enterprise Plan is developed by Dr. Luke Roberson of North Brevard Aquatics in collaboration with Mick &

Sue Nelson at USA Swimming Build-a-Pool Program and Adam Sioui, former Canadian Olympic Swimmer, with Myrtha Pools. Facilities Development Department USA Swimming 1 Olympic Plaza Colorado Springs, CO 80909 mnelson@usaswimming.org snelson@usaswimming.org www.usaswimming.org/facilities

Additional resources and information specific to this project collected from:

TAPLLC = Total Aquatic Programming TAPLLC@outlook.com

On site staff training and program development workshops

nsssinc@gmail.com

POOLS Myrtha Pools - Mike Mintenko 719-237-9019

Mike.mintenko@myrthapoolsusa.com http://myrthapoolsusa.com/

Counsilman Hunsaker – Aquatic Engineering and Design - Feasibility 314-894-1245

10733 Sunset Office Drive 4th floor www.chh2o.com

St. Louis, MO 63127 info@chh2o.com or KevinPost@chh2o.com

Neptune Benson – Pool filters and UV 401-821-2200 Ext. 1113

Clemente J Rivera CSST / Inside Sales Manager

Cell: 339-216-2403

Coventry, Rhode Island 02816 clemente.rivera@evoqua.com

All pool operational equipment www.evoqua.com