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Essential Tools to Ensure Relevance for Parks and Recreation
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…………
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
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
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……………
16.
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.
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?
24. Differentiate our model
Attention to programs/services (sales) is
driven by differentiation
Attention
Intent
Persuasion
Rahimpour, N (2013) The
Relevance Trap
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
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)….
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
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