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States of Jersey ‐ Fort RegentFacilities/Activities Marketing Research
1
Presentation outline
Research Aims and Objectives
General Results
Project Sample
Detailed Results
Nothing can be ascribed to any individuals involved in this research in line with Professional Codes of Conduct
Conclusions
Research aims and objectives
In order for the Fort Regent Steering Group to prepare a “Business Case” by the close of 2014 for the seeking of funding in the 2016‐2019 MTFP, the States of Jersey wishes to gain an appreciation of wider stakeholder opinion by putting the issue of the future of Fort Regent to public consultation, using a professional, independent research agency. The first phase of this research addressed public perceptions on Fort Regent access.
Phase 2‐ Qualitative research which addressed Fort Regent activities and facilities
Specific objectives of this research phase were to:
• evaluate opinions on Fort Regent current offering• uncover the usage needs of Fort Regent’s current users• explore non‐users views on why they do not use Fort Regent and what could be done to
encourage them to use• co‐create possible improvements and additions to Fort Regent’s facilities and activities• identify any further public concerns or issues regarding Fort Regent
All the findings from Phase 1 and 2 can then feed into the public consultation / quantitative survey for large sample validation / assessment
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Project sample
49 respondents who were ‘users’ and ‘non users’
There were 6 co‐creation focus groups each made up from users and non‐users, with a range of socio‐demographics, ethnicity, employment, from across the Island (including lesser abled users). For this phase, we screened out any individuals who were perceived to have a political or club affiliation agenda regarding Fort Regent
1 x focus group of teenagers aged 14‐18, users and non‐users 1 x focus group of people aged 19‐25, users and non‐users 1 x focus group of people aged 26‐50, users and non‐ users1 x focus group of parents with young children, (< 10 years old), current users and non‐users 1 x focus group of people aged 50+ (including exercise referrals), users and non‐users1 x focus group of ‘non users’ of Fort Regent (a mix of ages and demographics)
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Recruitment
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2 2 13
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1 2 25
2 2
0
5
10
15
20
25
Which Parish do you live in?
* Most of those who walked were in the 14‐18 age groupN = 54, those who were screened and were users or occasional users
N = 49, those who attended a focus group
49 respondents took part in the 6 focus groups
• 75 people were screened overall
• Of those screened for phase 2;
‐ 14 had heard about it from college/school‐ 13 from a 4insight email‐ 12 from Facebook‐ 11 from an Active email
The other 25 people had heard about it from various means such as the poster at Fort Regent, word of mouth, JEP or were people who had rang up about phase 1 but hadn’t been able to make it
• The 14‐18 focus group included young people from Hautlieu School, Victoria College, Les Quennevais School, Highlands, JCG and Haute Vallee School.
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21
18
12
2 1
Method of transport
Drive
Walk*
Both (walk and drive)
Cycle
Moterbike/ scooter
5
6
Introduction, background (5mins)Respondents introduce themselves and say whether they use Fort Regent and if they do how often they do/ what time of
day they use it & if they use another sports centre
First word associations (10mins)1st word exercise on ‘activities at Fort Regent’ and ‘Fort Regent facilities’
Respondents write down their own words on a notepad, then Dorothy captures them all on a flipchart and respondents explain their reasons for their choices
Discussion around Fort Regent activities and facilities (30mins)Perceptions about what is currently good at Fort RegentExplore ideas for improvements to Fort Regents offering
Spontaneous ideas generation of new facilities and activities
Co‐creation and points allocation exploring both pre and post‐rationalised perceptions (40mins)Co‐create the ideas to improve the facilities and activities on offer at Fort Regent. Create a list of spontaneous ideas then allocate importance / priority points based on how much they like the ideas and how good they think it would be for
islanders (blue sky thinking)Respondents are then invited to discuss the feasibility of the ideas and the financial implications
They then complete a second points allocation based on this discussion
Summary and close (5mins)Lift ride exercise (similar to ‘elevator pitch’) to capture the key take away from each individual
‘Usage of Fort Regent would be greatly increased if …’Any questions from the backroom
Qualitative methodology
General Results…
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General perceptions about Fort Regent
“We are not all sporty, if you only aim Fort Regent at
sporty people you are cutting out 40% of the population. It used to be about fun and leisure it wasn’t always so
sport focused, now you can’t go if you aren’t sporty”
“It’s really tired and depressing; the lighting is dreadful, feels like you are walking into an abyss.
Nothing to encourage me to walk in or come back”
it is one of the first things that new people to the island
notice, however it was perceived that there is little
to entice them up there
access problems were spontaneously
mentioned in all groups
it is perceived currently to be too sports orientated,
and therefore may exclude a significant number of people
across all groups respondents agreed that the architecture is
beautiful and iconic
needs brightening up, and a renovation of both interior and exterior perceived that the marketing of Fort Regent
needs improvement and resources, many respondents commented that they felt there
was more going on there that they were not aware of
strong feeling that any attraction that does go there, needs to be good quality and lucrative
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8
9
“What are the first words/associations that come to mind when I say “activities at Fort Regent”?
First word/Associations
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10
First word/associations for all respondents are very sport orientated
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11
First words for activities split by group; sport prevalent in all groups apart form the non users, for whom swimming was mentioned most
14‐18’s
19 ‐ 25’s
26‐50’s
50+
Parents with young children
Non users
more nostalgia in this group
gym mentioned most in this age group
most words are
personal sporting activities
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12
“What are the first words/associations that come to mind when I say “Fort Regent facilities”?
First word/Associations
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13
First word/associations for all respondents; Gym was prominent
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14
First words for facilities split by group; negatively weighted in all but the two under 25’s groups
14‐18’s
19 ‐ 25’s
26‐50’s
50+
Parents with young children
Non users
mostly negative comments
again gym is prominent in this age group
negatively weighted
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15
Current facilities and activities at Fort Regent
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16
Positive aspects of Fort Regent:
great central location
staff are friendly, efficient and happy to help
good range of sporting facilities
stunning views
excellent gym that is well equipped
Current positive aspects of Fort Regent
is a huge complex with a great deal of space available
is enclosed, so gives people a place to go when the weather is bad
beautiful, iconic building with a lot of history
safe
some good young children's facilities; play area, parties,children's hairdresser and crèche
“I went to see about an active card and I had the best customer
service I have had for a while” – (user)
“Good and bad thing about it is the size of it, lots of space and potential but seems empty” – (non user)
“From what I can gather, the gym is good, loads of
equipment. It is the biggest gym in the island, much better than the other gyms”
– (non user)
“The gym is well run and has a lot of classes on offer that are run all day long. I have been there 3 years running and have always gone back because it is worth your money” ‐(user)
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“What are your key ideas for improvements to Fort Regent’s facilities and activities?”
Improvements
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18
Adult orientated ideas Teenager/young people orientated ideas
Tourism and business orientated ideas
Family orientated ideas
All spontaneous ideas for
improvement to activities and
facilities
‐ Historic/museum trails‐ Iconic hotel with beautiful views‐ Conference centre
‐ Arcade/games hub‐ Skate park‐ Extreme sports area (free
running/ zorbing/climbing wall ect)
‐ Indoor ski slope‐ Pop up shops‐ University/ education centre‐ Music centre (perform/record)‐ Nightclub (18‐21) and alternative
music‐ Live music/ youth area‐ Adventure area with zip
wire/assault course‐ Go karting‐ Ghost tours/ horror maze‐ Nightclub (under 18’s only)‐ Open up the play area to
teenagers at certain times
‐ Arts hub (arts and crafts/gallery)‐ Competitive pool‐ Casino‐ Quality café/restaurant with
stunning views‐ Permanent quality bar‐ Outside 5 aside pitch‐ Indoor running track‐ Spa‐ Sports rehab‐ Independent cinema‐ Yoga/alternative classes‐ Avenue of shops/restaurants‐ Upmarket top level lounge‐ Luxury apartments with
helicopter pad where the pool was
‐ Shops‐ Bingo‐ Dancing (salsa/ball room
dancing)‐ Oddsocks‐ Opera
‐ Ice rink‐ Bowling alley‐ Aquarium‐ IMAX cinema‐ Centre parks style bubble fun leisure
pool‐ Multi purpose rink‐ Parks and gardens‐ Winter gardens‐ Outdoor activity area‐ Fun pool (scuba diving/ family pool)‐ Family park and picnic area‐ Star gazing/4D cinema in the dome‐ Open air cinema18
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If you had a pot of 100 points how would you allocate these 100 points over these ideas for Fort Regent access improvement, where more points are allocated for top priorities.
Points allocation exercise
19
Care needed in interpretation
01002003004005006007008009001000
Skate park
Quality cafes/restaurants
Bowling alley
Casin
o
Arts hub
Arcade
Extrem
e sports/adven
ture area
Parks/garden
s
Historic trail
Ski slope
Aquariu
m Bar
Indo
or ru
nning track
Outsid
e 5 a sid
e pitch
Beauty sp
a
Pop up
shop
s
Sports re
hab/wellness c
entre
University
/Edu
catio
n centre
Swim
ming po
ol
Icon
ic hotel
Inde
pend
ent cinem
a
Yoga/alte
rnative classes
Music cen
tre
Nightclub
18‐21
Conferen
ce cen
tre
Aven
ue sh
ops/restaurants
Upm
arket top
level lou
nge
IMAX
cinem
a
Multi pu
rpose rin
k
Luxury apartmen
ts
Winter g
arde
ns
Family park and picnic area
Outdo
or picnic area
Go karting
Ice rin
k
Nightclub
und
er 18's
Star gazing/ 4d cine
ma
Points allo
cated
Results of the points allocation exercise
1st points allocation 2nd points allocation
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21
Top 3 ideas for each group
26 ‐50’s
1. Competitive pool 2. Extreme sports3. Ice skating rink
19‐25’s
1. Quality cafes/restaurants2. Indoor ski slope3. Sports rehab
Non users
1. Arts hub2. Quality
cafes/restaurants3. Music centre (perform/record)
50+
1. Multi purpose rink2. Conference facilities3. Upmarket top level
lounge
Parents
1. Outdoor activity area2. Live music/ youth
area3. Family park and
picnic area
14‐18’s
1. Pool (scuba diving/ family pool)
2. Indoor skate park3. Quality
café/restaurants with views
All include quality cafes/restaurants
21
*indicates the idea was
mentioned in all 6 groups
N=49
Eight spontaneous ideas with the highest points
Ski slope
208 points From 16 respondents
Multi purpose rink
229 points from 11 respondents
Music centre (perform and record)
235 points from 17 respondents
Arts hub235 points from 19 respondents
Extreme sports/ adventure area
391 points from 22 respondents
Skate park
400 points from 27 respondents
Swimming pool
417 points from 25 respondents
Quality cafes/restaurants*
500 points from 38 respondents
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23
Extrem
e sports/ a
dventure area
Skate park
Quality restaurants/cafes
‐ utilise the stunning views, have al fresco dining‐ adults can have a drink or meal whilst the kids are using the activities‐ diverse range of food that we don’t already have in Jersey‐ reasonably priced‐ range of different kinds of eateries, need somewhere that is cheaper and does food for the youngsters as well as a high quality restaurant‐ would attract people up to Fort Regent and get them walking around it
‐makes it more of an occasion could have a nice meal before/after events‐ compared to the café at Durrell which is perceived as a success ‐ could have a family friendly restaurant like Planet Hollywood
‐ indoor and outdoor ‐ could pay £1 a go or buy an annual membership‐ existing skate parks felt insufficient‐ location is key, i.e. away from the family friendly areas, perhaps where the old pool is‐ put it close to other things that would attract teenagers, so it essentially becomes a youth centre‐ expectation that there is a big demand for a quality indoor skate park in Jersey‐ needs CCTV so parents feel reassured
‐ include activities like; free running, abseiling, climbing wall, assault course, zip wire, zorbing and paintballing‐ in a central location, compared to Creepy Valley and les Ormes‐ perceived that there are not enough permanent activities for teenagers at the moment in Jersey
500 points
400 points
Quality restaurants/cafes, skate park and extreme sports/ adventure area
“If there were things for my kids to do up there and a nice place to eat, then I could let them go off and play knowing they were safe and I could
sit and read the paper” – (non user)
391 points
Swimming pool second highest scoring idea, however the concept was different for the various groups
• The non users group was the only group where swimming pool did not come up as an idea• The 19‐25’s discussed the idea of a wellness centre, which included the gym, sports facilities,
sports rehab centre, spa and healthy cafes. They felt a swimming pool would fit in nicely with this theme, however they did not feel it needed to be an Olympic sized pool
• The 50+’s, parents and the 14‐18’s discussed the idea of a family fun pool. The 50+ talking about a centre parks style ‘bubble fun pool’. However the 50+’s and parents did not allocate many points to this idea
• The 14‐18’s discussed the idea of having a pool with diving boards, which you can go scuba diving in. This was popular as it would be something that would be good for their age group and families
• In the 50+ group an Olympic pool was bounced around as an idea, however after realising how few there are in the UK, they decided that a family pool would be more beneficial
1
3
1
Type of pool chosen by each group
Olympic pool
Fun/ family pool
Spa pool
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Music Centre (perform and record)
− currently only one room for music with a high demand − have somewhere that plays alternative music and various
kinds of dancing on different nights such as salsa, line dancing and ballroom dancing
− somewhere teenagers can relax and listen to live music− give young people the chance to perform live, something
that’s quite regular− 14‐18’s didn’t feel a live music area was necessary,
mentioned there is already Reg’s garden
235 points
Arts hub & music centre
Arts Hub
− have rolling exhibitions, paintings, sculpture walks, poetry readings and plays
− recognised there is an arts movement in Jersey but perceived that it is all split up, opportunity to create a central place for arts and culture
− stated that Highlands has a high demand for arts courses that it cannot keep up with
− art classes at Trinity perceived too far away for those without cars, could be central
− artists could rent out the little rooms and people can go in and watch them work, like at the Tate
235 points
“The arts classes in Trinity are so far away. My mum is retired and doesn’t
drive so cannot get up there”
“Have somewhere you can listen to live music, somewhere more chilled out for teenagers. Something more constant, instead of every 2 months there is something up there that you
wont hear about”
25
Multi purpose rink & ski slope
Multi purpose rink
− ice‐skating a success, should be on for longer − use a multi surface rink for roller skating and
dancing as well as ice‐skating− rolling program of activities, shows, hockey
matches, curling, lessons and corporate events to ensure it is used
229 points
Ski slope
− would be a unique attraction in Jersey− mixed opinions in the 19‐25’s group; some felt they would
use it weekly even in summer, others thought it may lose its appeal
− mixed opinions on whether it would be used in the Summer, the teenagers commented that there is not much to do when it is raining
− perceived to give people who cannot afford to go on a skiing holiday a chance to ski and those who can afford it an opportunity to practice
− suggestion that people may come over for the day from St Malo and Guernsey to use it
− was a suggestion in all groups except the group with parents − in the 50+ group there was an appreciation that as an island
we may not have a catchment area big enough for such an attraction
− could run regular ski lessons and parties/fun snow activities− concern that it will take up a lot of room and limit what else
you can do with Fort Regent
208 points
“Danger is, we shouldn’t compare Fort Regent with facilities in Birmingham who have a huge
catchment area. In Jersey we have a population which cannot support
these activities”‐ (user)
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Additional ideas discussed in the groups
• A need for improvement on the presentation of the history of Fort Regent, make it into an attraction in itself
• Respondents felt that Fort Regent currently lacks ambience when used for events. The bar facilities are perceived as not good enough and it seems cold and unwelcoming
• The 14‐ 18’s suggested that a shuttle bus could stop at the schools and pick up young people and take them up to Fort Regent, helping with congestion and encouraging that age group to go up there, (kids walking up Pier Road with cellos)
• The non users, 50+’s and parents with young children, all discussed ideas that would provide Fort Regent with an income to help fund the rest of the development. Some suggestions were a casino, with or without a hotel, an up market hotel maximising the beautiful views or luxury apartments
• A conference facility was also discussed in detail by the 50+ group, who felt that the island is in need of one and that it could bring in large numbers of people to the island plus generate revenue
• A university/education centre was mentioned in the non users and the 19‐25’s group. It was felt this would benefit the locals as some cannot afford to study away. It could also revitalise the island’s businesses and attract many more visitors. However not many respondent allocated points to this idea as they wanted the Fort to be a sports, arts and leisure centre
• The non users and the 14‐18’s both mentioned having a nightclub up at Fort Regent. They felt that the current offering of nightlife was not diverse enough. The nightclub could have certain nights where they catered for under 18’s and could also have different themed nights.
• All groups felt that gardens with pleasant walkways maximising the views, were a necessary improvement to Fort Regent
• Pop up shops could support main facilities or themes. Employing these on a rolling basis would encourage fresh footfall
“They have started putting up history bits but even they look shabby and they randomly appear. It’s
confused, they need to make something of it” – (user)
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A few from the sentence completion exercise
“ …there was a link between environment, culture, events and supporting businesses. A philosophy and reason for existence, rather than just a jumble of
random events and services” – (19‐25’s)
Usage of Fort Regent would be greatly increased if …
“…a wide range of unique activities and facilities were provided at affordable rates and on a rolling programme, with good quality
materials” ‐ (26‐50’s)
“…the facilities /activities were more cohesive and all not given over to sports, and it was made to look more welcoming. At the moment it
looks like a warehouse full of junk, dark and dingy” – (non users)
“…access were improved, combined with better ambience/appearance” – (50+)
“… there were more activities for teenagers and young adults. Funding was found to overhaul
the entire site, and make it a family friendly site” – (parents with young children)
“…the facilities were cheaper and were more teen/young adult friendly. Most of the facilities currently there are for young children (the arena) or adults (the sports/gym in general use) – (14‐18’s)
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Conclusions• Fort Regent is currently perceived to be a ‘mish mash’ of different things with no common vision.
It was felt that it needs a philosophy, and from there it can base its activities and cafes/restaurants around the central theme
• The idea of creating different themed zones within the structure was well‐liked, such as a wellbeing area, conference/events area, arts and culture area and a sports/clubs area. Within each of these areas the cafes/restaurants would reflect the theme
• A significant investment was felt to be justified should quality facilities and activities be made available
• Apart from the parks and gardens, the groups accepted that they would have pay for the attractions. However they felt the prices should be reasonable and some were concerned about the incremental rising costs that they have experienced at some of the other attractions in Jersey
• Nearly all groups mentioned the idea of a day pass or an annual Fort Regent membership that would allow you to use all the activities
• It was mentioned in 4 out of the 6 groups that Fort Regent needed to improve its marketing and communications. Respondents commented that they rarely saw advertisements for events at Fort Regent unless they were at the actual complex. They also felt that once they were there it was not clearly communicated what other activities are available
“They don’t advertise that much. By the time you hear about an event it is too late. Need to be at Fort Regent to see the posters
and advertisements” – (non user)
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Conclusions
• All agreed that Fort Regent needs to address the gap in activities for teenagers/ young people• Zoning could ensure that the teenage centred activities are in an area away from the main part, so
that it would not put off families with young children from going up there• It was suggested that should the complex had scheduled activities (music/arts/sports) catering for
targeted audiences (retired and parents with young children during the day, professionals morning and evening).
• Most respondents felt that the property should remain States owned, however they felt that franchising/leasing to private enterprises would be acceptable as this would ensure quality activities and services. It was suggested that these could then support more community based facilities.
• Tourism was discussed as an upside, and it was felt that if we had an attraction that was really unique people may come over on a day trip from St Malo or Guernsey to use it
• Access came up spontaneously as an issue in all of the 6 groups; particularly the lifts from Pier Road, that there is only one entrance and the poor disabled parking
“Looking back may not help, perhaps they need to look forward and cater to what young people and families want now” – (non user)
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4th floor . Charter Place23‐27 Seaton Place . St Helier
Jersey . JE3 0WHTel: +44 (0) 1534 765380
www.4insight.info31