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A presentation for my population demography class. Results using demographic analysis tools suggest that Orillia can sustain a fitness center while Wasaga Beach cannot.
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Vito Francone
Merriah Michel
Jenny Van Dijk
FIT TO BE LOCATED: Wasaga Beach & Orillia
PRESENTATION OUTLINE
Client Objectives
Snapshot – Wasaga Beach & Orillia
Findings & Results – Wasaga Beach, Orillia
Recommendations
CLIENT OBJECTIVES
To determine the feasibility of a new premium
adult health and fitness club in the town of
Wasaga Beach or the city of Orillia
SNAPSHOT: WASAGA BEACH
Population
15,029
Distance from Toronto
135
Employment Rate
49%
Land Area
58.43 sq km(predominately sand)
SNAPSHOT: WASAGA BEACH
Existing fitness club market
SNAPSHOT: ORILLIA
Population
30,259
Distance from Toronto
134
Employment Rate
61%
Land Area
28.61 sq km
SNAPSHOT: ORILLIA
Existing fitness club market
FINDINGS & RESULTS
FINDINGS & RESULTS WASAGA BEACH
Census Subdivision
Statistics Canada, 2006
FINDINGS & RESULTS WASAGA BEACH (Town)
Age Total Male Female0 to 4 years 595 325 2705 to 9 years 690 375 32010 to 14 years 845 485 36015 to 19 years 840 425 41520 to 24 years 615 315 30025 to 29 years 510 245 26530 to 34 years 620 300 32035 to 39 years 830 395 43540 to 44 years 1,100 560 54045 to 49 years 1,105 555 54550 to 54 years 960 450 51055 to 59 years 1,235 565 67060 to 64 years 1,330 630 70565 to 69 years 1,360 665 70070 to 74 years 1,170 615 55575 to 79 years 685 365 32580 to 84 years 340 160 18085 years and over 190 70 120Total Population 15,030 7,505 7,525Median Age 48.8 47.8 49.9
Age and Gender Characteristics
49% of those adults aged 45 to 64 have been identified as “active or moderately active”(North Simcoe Muskoka Health Integration Network, 2005)
Statistics Canada, 2006
FINDINGS & RESULTS WASAGA BEACH
Statistics Canada, 2006
-6 -4 -2 0 2 4 6
0 - 4
5 - 9
_x000b_ 10 - 14
_x000b_ 15 - 19
_x000b_ 20 - 24
_x000b_ 25 - 29
_x000b_ 30 - 34
_x000b_ 35 - 39
_x000b_ 40 - 44
_x000b_ 45 - 49
_x000b_ 50 - 54
_x000b_ 55 - 59
_x000b_ 60 - 64
_x000b_ 65 - 69
_x000b_ 70 - 74
_x000b_ 75 - 79
_x000b_ 80 - 84
_x0008_ 85 +
Male
Female
% of Total Population
FINDINGS & RESULTS WASAGA BEACH
0
500
1,000
1,500
2,000
2,500
3,000
3,500
4,000
Education
Statistics Canada, 2006
FINDINGS & RESULTS WASAGA BEACH
9%
15%
3%
5%
7%
3%32%
19%
2%5%
Management occupations
Business, finance and administration oc-cupations
Natural and applied sciences and related occupations
Health occupations
Occupations in social science, education, government service and religion
Occupations in art, culture, recreation and sport
Sales and service occupations
Trades, transport and equipment operators and related occupations
Occupations unique to primary industry
Occupations unique to processing, manu-facturing and utilities
Occupations
Statistics Canada, 2006
FINDINGS & RESULTS WASAGA BEACH
Statistics Canada, 2005
(Mar
ried/C
omm
on-L
aw C
ouple
s with
Child
ren
+M
arrie
d/Com
mon
-Law
Cou
ples with
out C
hildre
n
_x00
14_O
ne-Per
son H
ouse
hold
_x00
10_O
ther
Hou
sehol
ds
0
500
1000
1500
2000
2500
3000
Tota
l fa
milie
s (
1,0
000)
Household Variations
2005 Census TotalPrivate Households
6,235
FINDINGS & RESULTS WASAGA BEACH
Statistics Canada, 2005
HouseholdIncome Levels
2005 Census Median Income
54,181
Couple
s with
Child
ren
Couple
s with
out C
hildre
n
One-
Perso
n Hou
sehol
d
Oth
er H
ouse
hold T
ypes
0
10000
20000
30000
40000
50000
60000
70000
80000
FINDINGS & RESULTS
FINDINGS & RESULTS ORILLIA
Census Subdivision
Statistics Canada, 2006
FINDINGS & RESULTSORILLIA (City)
Age Total Male Female0 to 4 years 1,530 775 7505 to 9 years 1,560 815 74010 to 14 years 1,905 975 93515 to 19 years 2,085 1,080 1,00020 to 24 years 1,925 920 1,00025 to 29 years 1,585 755 83030 to 34 years 1,615 815 80035 to 39 years 1,770 825 94540 to 44 years 2,335 1,135 1,19545 to 49 years 2,410 1,160 1,25550 to 54 years 2,185 1,005 1,18055 to 59 years 2,000 1,020 98060 to 64 years 1,560 735 82565 to 69 years 1,305 595 71070 to 74 years 1,250 555 69075 to 79 years 1,230 500 72580 to 84 years 1,010 340 67585 years and over 1,000 280 715Total Population 30,255 14,295 15,965Median Age 42.7 41 44.2
Age and Gender Characteristics
49% of those adults aged 35 to 44 have been identified as “active or moderately active”(North Simcoe Muskoka Health Integration Network, 2005)
Statistics Canada, 2006
FINDINGS & RESULTS ORILLIA
Statistics Canada, 2006
Population Pyramid
0 - 4
5 - 9
_x000b_ 10 - 14
_x000b_ 15 - 19
_x000b_ 20 - 24
_x000b_ 25 - 29
_x000b_ 30 - 34
_x000b_ 35 - 39
_x000b_ 40 - 44
_x000b_ 45 - 49
_x000b_ 50 - 54
_x000b_ 55 - 59
_x000b_ 60 - 64
_x000b_ 65 - 69
_x000b_ 70 - 74
_x000b_ 75 - 79
_x000b_ 80 - 84
_x0008_ 85 +
-5 -4 -3 -2 -1 0 1 2 3 4 5
MaleFemale
% of Total Population
FINDINGS & RESULTS ORILLIA
No ce
rtifi
cate
, diplom
a or
deg
ree
High
scho
ol cer
tifica
te o
r eq
uiva
lent
Appre
ntices
hip
or tra
des ce
rtifi
cate
or d
iplom
a
College
, CEG
EP o
r oth
er n
on-u
nive
rsity
cer
tifica
te o
r diplom
a
Unive
rsity
cer
tifica
te o
r diplom
a be
low th
e ba
chelor
leve
l
Unive
rsity
cer
tifica
te, d
iplom
a or
deg
ree
0
1,000
2,000
3,000
4,000
5,000
6,000
7,000
8,000
Education
Statistics Canada, 2006
FINDINGS & RESULTS ORILLIA
Occupations
Statistics Canada, 2006
8%
16%
2%
6%
8%
3%
37%
13%
2%5%
Management occupations
Business, finance and administration occupations
Natural and applied sciences and re-lated occupations
Health occupations
Occupations in social science, edu-cation, government service and reli-gion
Occupations in art, culture, recreation and sport
Sales and service occupations
Trades, transport and equipment operators and related occupations
Occupations unique to primary industry
Occupations unique to processing, manufacturing and utilities
FINDINGS & RESULTS ORILLIA
Statistics Canada, 2005
Household Variations
2005 Census TotalPrivate Households
16,310
(Mar
ried/
Comm
on-L
aw C
oupl
es w
ith C
hild
ren
+Mar
ried/
Comm
on-L
aw C
oupl
es w
ithou
t Chi
ldre
n
_x00
14_O
ne-P
erso
n Hou
seho
ld
_x00
10_O
ther
Hou
seho
lds
0
1000
2000
3000
4000
5000
6000
Tota
l fa
milie
s (
1,0
000)
FINDINGS & RESULTS ORILLIA
Statistics Canada, 2005
HouseholdIncome Levels
2005 Census Median Income
48,608
_x00
15_C
ouples
with
Childre
n
_x00
18_C
ouples
with
out C
hildre
n
_x00
14_O
ne-P
erso
n Hou
seho
ld
_x00
15_O
ther
Hou
seho
ld T
ypes
0
10000
20000
30000
40000
50000
60000
70000
80000
Incom
e (
$)
Return*
FINDINGS & RESULTS INTERNATIONAL HEALTH, RAQUET & SPORTSCLUB ASSOCIATION
Adults aged 35-54 now account for 14 million members, or 34% of the health club population
46%54%
MaleFemale
U.S. Club Membership by Gender
122%Since 1990
IHRSA, 2005; IHRSA, 2007
FINDINGS & RESULTS INTERNATIONAL HEALTH, RAQUET & SPORTSCLUB ASSOCIATION
9%
22%
18%
51%
<$25,000
$25,000-49,999
$50,000-74,999
$75,000+
U.S. Club Membership by Annual Household Income
Top 3 Health Club Membership Types
Commercial: Multi-Purpose
25%
Commercial: Fitness Only
21%
YMCA/YWCA/JCC
17%
IHRSA, 2007 Orillia Income*
RECOMMENDATIONS
Wasaga Beach
We do not recommend investing in a premium adult health and fitness club for this region
Orillia
We do recommend investing in a premium health and fitness club for this region
Rationale
• Market Saturation• Small and Fluctuating Population• Long Term Speculation
Rationale
• Market Potential• Age Structure• Higher Income Earners• Long Term Sustainability
QUESTIONS, COMMENTS, FEEDBACK?