5 Keys to HOT! Recreation Programming

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5 Keys to HOT!Recreation Programming

• CPRS Conference
• March 16, 2006
• Anne T. Nixon, CPRP
• PIVOT Recreation Resources

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The Center of Clayton
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The Lodge Des Peres
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The Lodge
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Only in Japan
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Only in Hawaii
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Only in India
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Only in Texas
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Only In Thailand
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AT Last
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Only In America
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Introduction

• Taxes v Program revenues
• New understanding of urgency
• Applies to all programming
• Getting programming staff on same page
• Understanding consumer needs
• Program design with those expectations
• Effectively costing then pricing the product
• Promotions
• Programming with creativity
• Sell, sell, sell

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Introduction

• Getting programming staff on same page
• Understanding consumer needs
• Program design with those expectations
• Effectively costing then pricing the product
• Promotions
• Programming with creativity
• Sell, sell, sell

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5 Keys

• Planning
• Memorable Experiences
• Marketing
• Program Lifecycles
• Change

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Creating Memorable Experiences

• If it doesnt go wow, it doesnt go!
• Relationship between the customers preconceived
  expectations and the service received. Goal is
  to exceed the customers expectations.
• Pay attention to details. Inspect what you
  expect.

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Understanding the Market

• Generational Differences
• Demographics
• Market Segments

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Generational Differences

• Lifetime expectancy is up 30 years form 1900
• The older adult market spans four/five
  generations
• Depression Era 1900-1939
• Stage 1 1900 1929 76 years and older
• Stage 2 1930 1939 66 75

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Demographics
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Market Segments
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Capacity Management

• Two types of capacity
• Load Capability
• Use

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Capacity Management

• How to fill capacity
• Prime time
• Non-prime time
• Skill level with significant differences in
  presentation

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Facility Use Programming
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Evolution of Program Stages

• Purpose of tracking program stages

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Participant Lifecycle - Basketball
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Program Lifecycle
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Boston Consulting Group ModelInventory Portfolio
Analysis

• Cash Cows
• Stars
• Question Marks
• Dogs

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Changes in Current Programming

• Why change?

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Good to Great
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Interview Questions

• How do you keep up with your continuing
  education?
• What does success mean to you and how do you
  evaluate it?
• What computer knowledge do you have?
• How would you approach meeting a client for the
  first time?
• You are matched with a client that you just cant
  connect with and find yourself dreading each
  appointment. What do you do?

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Values Matrix
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Audition Tools

• The instructor introduces her/himself to new
  participants.
• YES NO
• 3 0
• The instructor has a warm-up section of the class
  that includes stretching.
• YES NO
• 3 0
• The instructor gives corrective feedback to
  participants on form to ensure the safest and
  most effective workout.
• YES NO
• 3 0

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Champions!!!

• Staff Training
• Art instructors
• Sports coaches
• Personal trainers
• Group Exercise Instructors
• Clearly defined expectations
• Problem solving / empowerment
• Performance standards
• Image

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Shaping The Vision

• Image/Names/Logos
• Communication
• Fish, Cheese and Pickles

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Program Inventory

• Develop inventory according to market mix
• For example,

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Fall Program Mix
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Winter/Spring Program Mix
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Summer Program Mix
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Participant Lifecycles

• Age Differentiation
• Develop program plan based on market
• For example,

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• How can we be entrepreneurial progressive with
  our programming plans?
• Core service
• Quality brings repeat business
• Increase the likelihood of success
• Loyalty vs. customer satisfaction
• Create standards used agency wide
• High degree of quality
• Consistency

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Purpose of a Revenue Policy

• Provides guidance to staff
• Is a reference and descriptive
• Describes action or purpose to consumers
• Planning tool
• Supports fees and charges philosophy
• Helps to define differences between policy and
  procedures

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3 Types of Programs

• Public-FREE (special events, community services)
• Merit-Pay to play. (swimming lessons, basketball
  leagues)
• Private-Specialized service to generate revenue
  (golf/tennis pros, personal trainers)

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Pricing Strategies

• Price to value
• Menu price
• Pay per visit
• Multiple visit discounts
• Primetime versus off-peak
• Early registration discounts
• Monthly dues versus session fees
• Preferred customer discounts
• How can you create these opportunities?

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HOT Programs

• How were they priced?

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• As Staff, why is it important to view this
  differently?
• Differing philosophies among us
• Competition for the leisure dollar, consumer
  choices
• Experience planning heightens consumer
  expectations
• Complex
• Plan with confidence
• Strive for the extraordinary
• Experience Loyalty Revenue

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• Who are noted experience planners/recreation
  programmers?

• What elements are incorporated in this
  activity that make the experience?

• What makes it extraordinary?

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Ask

• How do I become an outstanding programmer and a
  facilitator of ideas?
• As an extraordinary organizer who makes it
  possible for others
• Make it work economically
• Know when to say No
• Constantly thinking about how to improve-systems,
  programs, staffing, marketing, etc.

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• Experience Programming means you become a
  significant facilitator of experiences for your
  customers
• An Eye for the facility/experience
• Snapshot evaluations
• The pick-it-up gene
• An Ear with the public
• 2 way communication
• Open door policy

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Considerations in the Planning Cycle

• Communication
• Community Mining
• Defining Needs
• Surveys-written or verbal
• Capacity Management
• Internal understanding
• Hiring
• Negotiating contracts
• Training/Certification requirements
• Communication
• External
• Internal

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Marketing

• Market Mix
• Who are the customers?
• Promotions (Selling)
• How do we communicate?
• Development of experience principles
• Costing / Pricing strategies
• Partnerships
• Program
• Asset Partners

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Marketing Strategies

• Pulling all information together
• Setting goals, strategies and tactics
• Goals are tied to performance
• Adjust quickly to market
• Marketing the Brand

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Marketing

• Features, advantages, and benefits
• Factors that influence customers
• Solves a problem/makes them feel good
• Benefits, not features
• Promises kept
• Credibility and reliability
• Ease of access
• Guarantees

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Promotions Mix

• Advertising
• Personal Selling
• Publicity
• Sales Promotions

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Promotions Development Includes

• Brochures, newsletters, advertising campaigns,
  newspaper articles, and television
• Who reads or sees the material?
• How is the information positioned?
• How is the message presented?
• How much is staff involved in sales- If they are
  not excited about the product how can they sell
  it?
• Is it consistent?
• How does the information look and feel?
• Is the IMAGE clean and clear?

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Media Use

• What methods are you using?
• News releases
• P.S.A.s
• Video
• TV
• Feature articles
• Radio, talk shows
• How effective are each at getting the medias
  attention?

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Sales Promotional Tools

• Special events
• Promotional items
• Coupons
• Sampling of classes, bundling services
• Cross Selling
• Discounts
• Use of sponsorships, themes
• Free classes
• Register a friend
• Differential pricing, menu pricing

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More Distribution Tools

• Internal paychecks
• Use of other agencies as distribution points such
  as,
• Libraries
• Schools
• Restaurants/bars
• Museums
• Movie theaters
• Drug stores
• Grocery Stores

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Implementation

• Staffing
• Right people on the bus
• Revenue Policy
• Public, Merit, Private Program mix
• Measurements
• Standards
• Performance expectations
• Effective Costing

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Daily
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Costing Model - Programs
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Programming Revenue According to Rick Adler,
founder of The Senior Network, an older consumer
marketing and research company
"Simply based on population growth trends, if a
product is marketed to the 50-plus audience and
maintains its market share, it should increase in
sales by 35 to 50 percent in the next 20 years.
Conversely, a brand targeted at the zero to 50
age groups will be flat in sales."
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Programming Diversity

• Get 50-plus customers involved in your sales and
  marketing.
• Sell experience, not age. Emphasize that the
  people who will most benefit from your program
  are those with "experience in..."

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Programming Diversity

• Choose your words carefully. The words "mature"
  or "prime" are viewed in a much more positive
  light than senior and older. Inspire people
  to buy, rather than trying to scare them into
  doing so.
• Be prepared to spend more time with this segment,
  they put a priority on the atmosphere and
  relationships.

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Programming Types

• Wellness
• 33 of fitness center membership is represented
  by people over 50
• Adventure travel programs, not necessarily
  tourist travel
• Sport programs
• Performing and visual arts
• Endless opportunities!

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5 Keys

• Planning
• Memorable Experiences
• Marketing
• Program Lifecycles
• Change

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Reading List

• Good To Great,
• By Jim Collins
• Fish!,
• By Stephen Lundin, Harry Paul, and John
  Christensen
• Give em The Pickle,
• Training Video
• www.cprs.org

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5 Keys to HOT!Recreation Programming

• CPRS Conference
• March 16, 2006
• Anne T. Nixon, CPRP
• PIVOT Recreation Resources