Essential Tools to Ensure Relevance for Parks and Recreation
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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…………
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Transcript of Essential Tools to Ensure Relevance for Parks and Recreation
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
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, [email protected]
