Creating and Ensuring a Relevant

Parks and Recreation Agency

2017 Vermont Recreation and Parks Association

Annual Conference

Lake Morey Resort

Fairlee, Vermont

Chris Nunes, CPRE

The Woodlands Township

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

Premise of Session

The longer you 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

Why have we lost relevance????

Question

Why 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 allegiances

Competition

Limited ability to change (Staff/Boards)

Old platforms of service (staff vs. contractor, program formats)

Space/facility limitations

Technology

Other

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-Before Percent of Market

Parks and Recreation

YMCA

Boys and Girls

Other

Competition-Now Percent 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)

What is USA Today Doing to be

Relevant????

USA Today

Old Model

Print

New Model

Browser

iOS Tablet

Windows 8

Print

ios Mobile

Android

Mobile

Blockbuster-Netflix

Who Uses a Library???

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……………

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

Contractor

ProgramsAre 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

2006

2015

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.

Remain relevant- Understanding

Market

Community

Changes in

Demographics

Psychographics

Market

Providers of Rec

Services

Staffing

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?

Remain relevant- Understanding

Market

Community Needs

Programs and Services- New Platforms

Users and Non-Users

Differentiate our model

Attention to programs/services (sales) is

driven by differentiation

Attention

Intent

Persuasion Rahimpour, N (2013) The Relevance

Trap

Differentiate our model

How can I differentiae my concert in the

park with other community’s concert

programs????

Differentiate our model

How are you

different than your

competition?

Differentiate our model

Different

◦ Customer Service

◦ Staffing

Levels/Credentials

◦ Facility

◦ Programs

◦ Technology

◦ Leadership

Do these equate to a

market advantage?

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

Interact with the Community

Multiple touch points

Interact with the Community

Multiple touch points

Interact with the Community

Formal Engagement

Design Planning

Programming design

Friends of Parks

Benefits Campaigns

Community Surveys

Community Wide

What about informal?

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

Interact with the Community

Monitor what the community is saying

about you (good and bad)….

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 Experience?

How do I facilitate the Experience?

How do I facilitate the Experience?

Program for relevance

Strategic Plans

Evaluation Programs

Business Plans

Operational Plans

Revenue Philosophy

Needs Assessments

Revenue Management Plans

Other……

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

Final Thoughts

Routinely disrupt your thinking and

processes.

Constantly be in evolution mode.

Play with new technologies.

Build on your thinking.

Be open to new ideas, approaches and

hypotheses.

Stay curious

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