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 [email protected] 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 • [email protected]
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 [email protected] [email protected] www.usaswimming.org/facilities
Additional resources and information specific to this project collected from:
TAPLLC = Total Aquatic Programming [email protected]
On site staff training and program development workshops
POOLS Myrtha Pools - Mike Mintenko 719-237-9019
[email protected] 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 [email protected] or [email protected]
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 [email protected]
All pool operational equipment www.evoqua.com