Essential Tools For Relevance

2015 Skills Development Webinar SeriesIllinois Parks and Recreation Association

Chris Nunes, CPREDirector of Parks and RecreationThe Woodlands Township

The line between being obsolete and relevant is constantly moving…………

Why have we lost relevance????

Premise of SessionThe 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

QuestionWhy is it important to be relevant?

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.

Relevance-Background Information

Current Challenges:Community does not

have allegiancesCompetitionLimited ability to change

(Staff/Boards)Old platforms of service

(staff vs. contractor, program formats)

Space/facility limitationsTechnologyOther

Relevance-Background Information

Market segmentation/Markets of One◦No longer large

markets for services◦How do we

communicate individually??

What does this equate to?????????

Competition-BeforePercent of Market

Parks and RecreationYMCABoys and GirlsOther

Competition-NowPercent of Market

Parks and Recreation

YMCA

Boys and Girls Club

Private Clubs (Fitness, Sports)

For Profit Entities (Chuck-E-Cheese)

Commercial Recreation (Ski Areas, Rinks)

Sport Clubs (Soccer, Lax, Volleyball)

Other

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

USA TodayOld Model

Print

New Model

BrowseriOS TabletWindows 8Printios MobileAndroid Mobile

Blockbuster-Netflix

Who Uses a Library???

So what does this mean???

No longer first place to go for recreation services

Loosing market shareRevenue dollars- DownParticipation dollars-

DownValue to community-

DownBoard/Commission force

decisions to be made which results in……………

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

But I am not USA Today/Netflix…..Old Model

Open Swim

New Model

Private Lessons

Group Rentals

Dive In Movies

Group Rentals

Private Rentals

Contrac-tor Pro-grams

Are there additional segments within these programs and services?Will open swim stop being relevant?

But I am not USA Today/Netflix…..

J F M A M J J A S O N D

20062015

Six Tips to Remain RelevantUnderstand Your MarketHow do we differentiate our

model?Interact with the CommunityReduce WasteWhat 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.

Remain relevant- Understanding Market

Community

Changes inDemographicsPsychographic

sMarketProviders of

Rec ServicesStaffing

Remain relevant- Understanding Market

Needs

Intrinsic –accomplishment attention, approval

Extrinsic- Rewards, acceptance

PhysicalCommunity BuildingStructure of Activities Levels of Activities Cost/Fee StructureOther……………..What need does a color

run meet?

Remain relevant- Understanding Market

Community Needs

Programs and Services- New Platforms

Users and Non-Users

Differentiate our modelAttention to programs/services

(sales) is driven by differentiation

Attention

Intent

Persuasion

Rahimpour, N (2013) The Relevance Trap

Differentiate our modelWhich is why we remember……..

Rahimpour, N (2013) The Relevance Trap

Differentiate our model

How are you different than your competition?

Differentiate our modelDifferent

◦Customer Service◦Staffing

Levels/Credentials◦Facility◦Programs◦Technology◦Leadership

Do these equate to a market advantage?

Differentiate our ModelThink Different Class, Not Best in

ClassWhat do we do different/better

than our competition?

Rahimpour, N (2013) The Relevance Trap

Interact with the Community Multiple touch points

Interact with the Community Formal Engagement

Design PlanningProgramming designFriends of ParksBenefits CampaignsCommunity SurveysCommunity Wide

What about informal?

Interact with the Community Informal Methods

Get out of the office

Use your programsListen inMeet your

customers on their turf

Watch them, Strike up a

conversation

Interact with the Community Monitor what the community is

saying about you (good and bad)….

Reduce WasteHow does

concentrating on waste relate to relevance?

Reduce WasteOver Production/Not producing

what your customer wants/needsExcessive 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

What Business am I in????• Social Ill’s, Community

Development, Experience, Educational, etc???• Depends on the community

• 2011 Parks and Recreation Needs Assessment- Aquatics

How do I facilitate the Entertainment Experience?

How do I facilitate the Entertainment Experience?

How do I facilitate the Entertainment Experience?

Program for relevanceStrategic PlansEvaluation Programs Business PlansOperational PlansRevenue Philosophy Needs AssessmentsRevenue

Management PlansOther……

Programs for relevanceGoals 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

Question

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

Change ManagementChange…

◦Is a process, not an event

◦Is made by individuals, then organizations

◦Is a highly personal experience

◦Involves gradual growth

CHANGE

Ind.

Org.Process

Change- Simplified

=CHANGE

=CONFUSION

=ANXIETY

=GRADUALCHANGE

=FRUSTRA-TION

=FALSESTARTS

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Thank you!!!!Chris Nunes, Ph.D., CPREDirector of Parks and RecreationThe Woodlands TownshipThe Woodlands, TX281.210.3906cnunes@thewoodlandstownship-tx.gov