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Department of Natural ResourcesParks, Recreation and Historic Sites Division
Society of Outdoor Recreation Professionals - 2014
Becky Kelley Leon Younger
Practical Strategies for
Recalibrating Parks and Recreation Services: Staying Vibrant and Relevant
in a Time of Change
Department of Natural ResourcesParks, Recreation and Historic Sites Division
GA’s Mandate to Reposition
State appropriations reduced by half since FY 2009 with a directive to seek greater self-sufficiency.
Our mantra ever since:
Survive the Day…
Protect the Core…
Reposition to Rebound...
5 Lodge Park > Authority Partner
19 Alternative Format‐Satellite‐SORA‐Local Gov’t Assistance
OPERATIONAL SHIFTS
2 New State Park
1 Extracted fromParks System
Sprewel
l Bluff
‘Survive the Day’Samples
‘Survive the Day’Samples
Beyond ‘Cuts’: Define and Lead the Way
Direction 2015 •Recalibrate to respond to ‘new normal’•Engage and energize staff, stakeholders and host communities•Communicate system condition and needs•Establish proper balance between state funds and self-sufficiency, and between stewardship and revenue generation
We set initial target goal… & focused on the frontline…
Strategic Business Planning
Recalibrate and Empower
Focus on the Frontline
1. Activated Direction 2015 Leadership Team and issued a division-wide charge to staff to chart a path to sustainability by FY 2015
2. Engaged to help us assess our operations and offer site/system insight on ways to become more sustainable
3. Challenged staff, leadership, Friends, stakeholders and host communities to work with us to find the ‘right’ sustainable goal
Functionally Design and Funded
How Are We Funded?
How Do We Function?
Points of Distinction – People Over Places
Our approach is not just Managing State Park Sites…
Design to a strategic balance!
Points of Distinction – Financial / Operational Focus
Strategic Business Planning
Pricing of Services
Implementation and Funding
Total Vision Cost
Implementation + Action Plan$ Highest
Priority Needs
Realistic Available Funding
Top Priority Needs:
Overall Ranking
Walking and biking trails 1Outdoor swimming pools / water parks 2Indoor fitness and exercise facilities 3Nature center and trails 4Indoor running / walking track 5Indoor swimming pools / leisure pools 6Small neighborhood parks 7Green space and natural areas 8Off-leash areas 9Amphitheater 10Playground equipment 11Large community parks 12Youth Soccer Fields 13Camping facilities 14Arts Center 15Riverside picnic areas 16Teen / youth center 17Multi-purpose fields 18Senior center 19Indoor basketball / volleyball courts 20Public golf course 21Youth Baseball and Softball Fields 22Skateboarding park 23Adult soccer fields 24Outdoor tennis courts 25Adult baseball and softball fields 26Outdoor basketball courtts 27Disc golf 28
Implementation and Funding
• Revenue enhancement strategies based on local understanding and national experience. Examples include:• Fees and charges• Sponsorships / advertising • Naming rights• Crowd-funding• Programs and services• Endowments/grants/non-profits• Partnerships• Concession operations/opportunities• New or enhanced facility development options and cost estimates• Marketing of the state park system• Concession operations• Contracting options to avoid operation losses
Defining Goals and Outcomes
• Define Goals / Outcomes to be achieved by…
Land Acquisition, Resource Protection & Facilities
Programs
Operations and Maintenance
Financial
Marketing and Communication
• 3-5 Year Strategic Plan to complement Business Plans
• Set priorities, build Strategies and Tactics
• Assign Staff Groups
• Establish Performance Measures and Timelines
Process and Product Outcome Samplers
Process -•Operational Cost Accounting
Products -•Site Business Plans (2012)
•Site Transition/Trends Report (2014)
Revamp the current budget and timekeeping process to create a more detailed expense and revenue tracking system.
GA State Parks - Cost Accounting
GA State Parks - Lessons Learned
GA State Parks Site Business Plans
Every state park and historic site has developed a Site Business Plan (SBP) that outlines:•Site and Operations Assessment
• Site Inventory and Facility Assessment• Financial Performance Assessment
•Business and Management Opportunities• Business Goals• Core/Important/Visitor-Supported Service Designations• Marketing and Sales Plan• Partnership Development Plan• Revenue Generation Plan• Expense Management Plan• Financial Pro Forma through FY 2015
From Business Plan to Trend Report
Trends Analysis: Skidaway is a Site of Opportunity, warranting continued investments that advance its positive public support and upward momentum as a strong revenue center for the system.
The following campground enhancements will increase revenue potential: • comfort station replacements• sewer hook ups on at least 50% of the site • update all campsites to current construction standards • improved tent camping • add Wi-Fi to the entire camping area• improved electrical service
Skidaway State Park Transition Priorities
Guest services and visitor experience enhancements: •play areas with a spray pad feature•a new administrative/retail facility•trail improvements and stabilization •replacement of the group shelter•a modular or stand-alone miniature golf course or other recreation amenities that are popular with campers •possible additional rental camper cabins should the site plan allow for and the business assessment support the additions
GA State Parks – Work in Progress
Site Level System Level Site Level
Georgia's Statewide Comprehensive
Outdoor Recreation Plan Update 2017-
2022
We are here
Thank you!
Questions?Observations?
Becky Kelley Leon YoungerGA State Parks PROS [email protected] [email protected]