Chris Nunes, CPRE Director of Parks and Recreation The Woodlands Township

1. Essential Tools For Relevance
2015 Skills Development Webinar Series
Illinois Parks and Recreation Association
Chris Nunes, CPRE
Director of Parks and Recreation
The Woodlands Township
The line between being obsolete and relevant is constantly
moving…………

2. Why have we lost
relevance????

3. Premise of Session
 The longer your work in parks and
recreation, the harder it can be to
relate to what your users are
experiencing---(change the date)
 The world our users are in today is
quite different from the world we grew
up in….
 ……..thus are we still relevant to our
communities?2007-Becoming Relevant to Children

4. Question
Why is it
important to be
relevant?

5. Session Objectives
 Define relevancy as related to their
own agency and department (user and
non user)
 Identify and understand the process of
implement change in regards to
relevance across an organization.
 Develop a program for relevance
within their agency, division and/or
unit.

6. Relevance-Background
Information
Current Challenges:
 Community does not
have allegiances
 Competition
 Limited ability to
change (Staff/Boards)
 Old platforms of service
(staff vs. contractor,
program formats)
 Space/facility limitations
 Technology
 Other

7. Relevance-Background
Information
 Market
segmentation/Marke
ts of One
◦ No longer large
markets for services
◦ How do we
communicate
individually??
 What does this
equate
to?????????

8. Competition-Before
Percent of Market
Parks and Recreation
YMCA
Boys and Girls
Other

9. Competition-Now
Percent of Market
Parks and Recreation
YMCA
Boys and Girls Club
Private Clubs
(Fitness, Sports)
For Profit Entities
(Chuck-E-Cheese)

10. What is USA Today Doing to be
Relevant????

11. USA Today
Old Model
Print
New Model
Browser
iOS Tablet
Windows
8
Print
ios Mobile
Android
Mobile

12. Blockbuster-Netflix

13. Who Uses a Library???

15. So what does this mean???
 No longer first place to
go for recreation
services
 Loosing market share
 Revenue dollars- Down
 Participation dollars-
Down
 Value to community-
Down
 Board/Commission
force decisions to be
made which results
in……………

17. Why have we lost
relevance????
 Lack of
◦ Programming change
◦ Change in pricing/value
◦ Reluctance to change
systems/Innovation
◦ Understanding
market/community
◦ Understanding needs
 Chick-Fli-A Video
◦ Failure to change with
the times

18. But I am not USA
Today/Netflix…..
Old Model
Open
Swim
New Model
Private
Lessons
Group
Rentals
Dive In
Movies
Group
Rentals
Private
Rentals
Contractor
Programs
Are there additional segments within these
programs and services?
Will open swim stop being relevant?

19. But I am not USA
Today/Netflix…..
J F M A M J J A S O N D
2006
2015

20. Six Tips to Remain Relevant
 Understand Your Market
 How do we differentiate our model?
 Interact with the Community
 Reduce Waste
 What business you are in?
 Develop programs for Relevance
Hint:
All insights should be grounded in the consumer. Only then figure out
how your brand can naturally fit into your customers’ world.

21. Remain relevant- Understanding
Market
Community
 Changes in
 Demographics
 Psychographics
 Market
 Providers of Rec
Services
 Staffing

22. Remain relevant- Understanding
Market
Needs
 Intrinsic –
accomplishment
attention, approval
 Extrinsic- Rewards,
acceptance
 Physical
 Community Building
 Structure of Activities
 Levels of Activities
 Cost/Fee Structure
 Other……………..What need does a color run
meet?

23. Remain relevant- Understanding
Market
Community Needs
Programs and Services- New
Users and Non-Users

24. Differentiate our model
 Attention to programs/services (sales) is
driven by differentiation
Attention
Intent
Persuasion
Rahimpour, N (2013) The
Relevance Trap

25. Differentiate our model
 Which is why we remember……..
Rahimpour, N (2013) The Relevance Trap

26. Differentiate our model
 How are you
different than your
competition?

27. Differentiate our model
 Different
◦ Customer Service
◦ Staffing
Levels/Credentials
◦ Facility
◦ Programs
◦ Technology
◦ Leadership
 Do these equate to
a market

28. Differentiate our Model
 Think Different Class, Not Best in
Class
 What do we do different/better than
our competition?
Rahimpour, N (2013) The Relevance Trap

29. Interact with the Community
 Multiple touch points

30. Interact with the Community
 Formal Engagement
 Design Planning
 Programming
design
 Friends of Parks
 Benefits
Campaigns
 Community
Surveys
 Community Wide

31. Interact with the Community
 Informal Methods
 Get out of the office
 Use your programs
 Listen in
 Meet your
customers on their
turf
 Watch them,
 Strike up a
conversation

32. Interact with the Community
 Monitor what the community is saying
about you (good and bad)….

33. Reduce Waste
 How does
concentrating on
waste relate to
relevance?

34. Reduce Waste
 Over Production/Not producing what
your customer wants/needs
 Excessive Wait Time (customer, staff)
 Unused Employee Talent and Creativity.
 Allows you to concentrate on what is
important and not………
http://www.profitablehospitality.com/public/Using-Toyotas-8-Waste-Control-Methods-in-Your-Business.cfm

35. What Business am I in????
• Social Ill’s, Community Development,
Experience, Educational, etc???
• Depends on the community
• 2011 Parks and Recreation Needs
Assessment- Aquatics

36. How do I facilitate the Entertainment
Experience?

37. How do I facilitate the Entertainment
Experience?

38. How do I facilitate the Entertainment
Experience?

39. Program for relevance
 Strategic Plans
 Evaluation Programs
 Business Plans
 Operational Plans
 Revenue Philosophy
 Needs Assessments
 Revenue
Management Plans
 Other……

40. Programs for relevance
 Goals of plans
◦ Assess market and community
◦ Understanding financial aspects
◦ Document goals and objectives
◦ Program short, mid, and long term planning
◦ Evaluation-Frequent Review
◦ Continuous Planning and Improvement

41.  Question
◦ Now I know what relevance
is……how do I manage my
team to embrace being relevant

42. Change Management
 Change…
◦ Is a process, not an
event
◦ Is made by
individuals, then
organizations
◦ Is a highly personal
experience
◦ Involves gradual
growth
CHANGE
Ind.
Org.
Process

43. Change- Simplified
=CHANGE
=CONFUSION
=ANXIETY
=GRADUAL
CHANGE
=FRUSTRA-
TION
=FALSE
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44. Thank you!!!!
Chris Nunes, Ph.D., CPRE
Director of Parks and Recreation
The Woodlands Township
The Woodlands, TX
281.210.3906
cnunes@thewoodlandstownship-tx.gov