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The Keller Pointe 2010 Year End Report
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The Keller Pointe2010 Fiscal Year End Report
The Keller Pointe History
1999 citywide survey indicated the number one and two needs were a recreation center and a pool.
Council determined a recreation center was needed with one very important goal – To develop a recreation center as an enterprise that would be self-supporting.
Opened in May 2004.
Mission and Vision StatementsMission:
The Keller Pointe exceeds community expectations and achieves fiscal success by providing unprecedented service and award
winning programs.
Vision:To be recognized in the recreation industry as a
fiscal and operational leader with a first class facility achieving continuous growth.
Annual Attendance
50,000
100,000
150,000
200,000
250,000
300,000
Attendance
279,289
247,308 2009
2010
Monthly Comparison
0
5000
10000
15000
20000
25000
30000
35000
40000
Attendance By Month
2009
2010
2009 & 2010 Membership Sales Comparison
Membership Sales Comparison
0102030405060708090
100
20092010
$50,000.00$250,000.00$450,000.00$650,000.00$850,000.00
$1,050,000.00$1,250,000.00$1,450,000.00$1,650,000.00$1,850,000.00$2,050,000.00
2009
2010
3,362 / 3,371 Memberships 71 / 71 % Residents
29 / 29 % Non-Residents $1,860,600 / $1,714,200
Membership Revenues
15001750200022502500275030003250350037504000
20092010
Membership Breakdown 2010 Fiscal Year End (Annual Memberships Only)
71% residents 29% non-residents
$-
$20,000.00
$40,000.00
$60,000.00
$80,000.00
$100,000.00
$120,000.00
$140,000.00
$160,000.00
$180,000.00
Membership Ticket Sales
2007
2008
2009
2010
Attrition at The Keller Pointe
111, 20%
101, 18%
96, 17%
95, 17%
52, 10%
45, 8%
24, 4%
11, 2% 8, 2%
5, 1%3, 1%
FY09/10 Reasons for Membership Withdrawal
Delinquent 111 - 20%
Not using facility 101 - 18%
Moved 96 - 17%
Personal reasons 95 - 17%
Seasonal member 52 - 10%
Financial 45 - 8%
Joined another facility 24 - 4%
Medical 11 - 2%
Unhappy with facility 8 - 2%
Schedule Conflicts 5 - 1%
Family obligations 3 - 1%
The Keller Pointe Guest Survey
Excellent Good Neutral Fair Poor
34%
44%
17%
4%2%
The Keller Pointe's2010 Guest Survey Responses
Summer Savings Special
250
500
750
1,000
1,250
1,500
20092010
Summer Savings Special Comparison
1,207 / 1,297 Memberships
Distribution of Keller Pointe Membership
17%
62%
15%
6%
0
500
1000
1500
2000
2500
1 2 3 4
Tota
l Mem
bers
Distances
Program Comparison
$100,000.00$200,000.00$300,000.00$400,000.00$500,000.00$600,000.00$700,000.00$800,000.00
20092010
Program Comparison of 2009 versus 2010
0
10,000
20,000
30,000
40,000
50,000
60,000
20092010
56,832 / 53,377 Participants $697,339.02 / $710,175.64 Program Revenues
*Includes Recreation, Aquatics and Fitness ProgramsProjected Numbers-Unaudited
“Wins” This Year
Aquatic Participation and Revenue
$50,000.00$60,000.00$70,000.00$80,000.00$90,000.00
$100,000.00$110,000.00$120,000.00$130,000.00
20092010
0
500
1,000
1,500
2,000
2,500
20092010
1,508 /* 2,042 Participants$112,319.69 / *$129,217.74Aquatic Revenue
*Projected Numbers-Unaudited
“Wins” this Year
Birthday Parties
500
1500
2500
3500
4500
5500
6500
7500
20092010
$50,000.00
$60,000.00
$70,000.00
$80,000.00
$90,000.00
$100,000.00
$110,000.00
2009
2010
500 /* 561 Parties 4,874 /* 6,564 Participants $95,351.48 /* $106,071.45 Revenue
50
300
550
800
20092010
*Projected Numbers-Unaudited
“Wins” This Year
0
500
1000
1500
2000
2500
3000
3500
20092010
$5,000.00
$55,000.00
$105,000.00
$155,000.00
$205,000.00
$255,000.00
20092010
Recreation Program Comparisons for 2009 to 2010
2,848 /* 3,235 Number of Participants $222,639.78 / *$228,749.81 Revenues
*Projected Numbers-Unaudited
“Challenges” This Year
Personal Training Program Comparisons for 2009 to 2010
$95,000.00
$100,000.00
$105,000.00
$110,000.00
$115,000.00
$120,000.00
$125,000.00
$130,000.00
$125,254.89
$105,886.67
Personal Training Revenue
2009
2010
2,400
2,500
2,600
2,700
2,800
2,900
3,000
3,100
3,092
2,644
Personal Training Hours
2009
2010
Capital Accomplishments
Capital Projects – Accomplished by exceeding net financial expectations
(2) UV Systems - $77,645 Scoreboard - $3,207 Pool Shade Structure - $6,022 Total = $86,874
Summary of Revenues & Expenses
$1,000,000.00
$1,500,000.00
$2,000,000.00
$2,500,000.00
$3,000,000.00
20092010
$2,994,270.75 / *$2,971,993.62 Revenues
$1,000,000
$1,500,000
$2,000,000
$2,500,000
$3,000,000
20092010
$ 2,899,625.57 / *$2,747,853.45 Expenditures
Revenues Expenses
*Forecasted Numbers - Unaudited
Net Revenues Without Unallocated Capital Projects
$75,000.00
$125,000.00
$175,000.00
$225,000.00
$275,000.00
$325,000.00
20092010
Net Revenue comparison of 2009 and 2010Without Capital Projects
$179,468.53 / *$311,014.17 Net Revenue
*Forecasted Numbers - Unaudited
Net Revenues
$50,000.00
$70,000.00
$90,000.00
$110,000.00
$130,000.00
$150,000.00
$170,000.00
20092010
Net Revenue Comparison of 2009 and 2010
$94,645.18 / *$224,140.17 Net Revenue
*Forecasted Numbers - Unaudited
Cost Savings this year
Postponed filling three full time positions Maintained outdoor pool and ticket booth
2009 adjusted schedules Maintained 2009 adjusted service desk and
kiosk schedules
Total cost savings from these initiatives – approximately $172,000
Fund Balance
Building is 6 years old – Operational issues arise and capital repair is mandatory
Other facilities are growing around us
Expansions Outdoor splash ground Outdoor playground for Stay & Play Building Addition
Need to build our fund balance
Future Considerations
Price Increase
Massage Therapy Contract
Digital Brochure
Filling Vacant Positions