Presented By:
Counsilman ▪ Hunsaker
November 12, 2013
Agenda
• Importance of Aquatics
• Feasibility Process
• What I Heard
• Initial Options Studies
• Preferred Options
• Demographic Overview
• Finical Performance
• Summary
• Questions
Swimming boosts overall health
Swimming supports our health & boosts our immune system – Water temperatures
that are lower than ones body temperature cause the body to adapt, creating
resistance to illness, like the flu and colds. It also helps breathing, especially for
those with asthma
Swimming aids in rehabilitation of injuries and post operations - Water allows
people to move with less body weight due to its unique gravity condition
Stress Management –Swimming supports relaxation and recovery, which leads
to a more balanced lifestyle
Swimming is part of physical education and water safety – It’s often part of a
school’s curriculum. Individuals that desire to participate in water sports such as
snorkeling or white water rafting must be able to swim
Source: Health Assistant, (2008, Aug.) “12 reasons why swimming is good for our health.” Health Assistant;
More benefits of swimming
Swimming is a full body
exercise: It tones &
strengthens our muscles,
cardiovascular and
respiratory system. A
person can burn up to
900 calories per hour
Swimming has a very
low risk of injury
Source: Health Assistant, (2008, Aug.) “12 reasons why swimming is good for our health.”
Health Assistant; Luebbers, Matt (2009, March) What’s good about swimming. About.com.
Swimming is affordable
and can be substituted
for other sports
Swimming builds and preserves muscle
— Regular swimming is one of
the best ways to build and
preserve muscle
— An Indiana University study
compared 172 U.S. Master
Swimming competitors ages 21to 88
with non swimmers of the same
ages
Ø Every 10 years, the
swimmers had a higher
amount of muscle mass
Source: Stager in Men’s Health Magazine, Swim for Life
The benefits of submersion in water
— A study showed, after simply sitting
chest deep in warm water of 102F for 25
minutes, a decrease in the body’s stress level
and cardiac irritability occurred and mental
focus, memory and improved frame of mind
resulted
“Submersion to the neck increases cardiac
output by more than 30% in a sedentary
individual. The implications
of that single fact are so broad that medical
science has not caught up
with it”
- Dr. Becker
Source: Stager in Men’s Health Magazine, Swim for Life; WaterShapes Article Therapy Power
Interesting facts…
1.
Swimmers seem to do better
in school than non-swimmers
2.
Swimmers develop life skills such as
sportsmanship, time-management, selfdiscipline, goal-setting and an increased
sense of self-worth from participating in it
3.
When Osteoarthritis patients complete the same
exercise in water versus land, there is less pain
and energy expenditure
4.
A 32 year study of over 40,000 men ages
20 to 90 showed…
ü
Swimmers were 50% less likely to die during
the study period than walkers or runners
Source: AARP; Stager in Men’s Health Magazine, Swim for Life;
Recreational swimming has skyrocketed
— Swimming is the 3rd
most popular sport
or exercise activity
— There are approximately 314
million visits to recreational
water
sites each year
Source: Violations Identified From Routine Swimming Pool Inspections—Selected
States and Counties, United States, 2008, JAMA. June 23/ 302010;303(24):2468-2470
Swimming is among the top desired activities
— A 2008 National Sporting Goods
Association (NSGA) study
showed…
— Swimming placed 2nd for
attracting the highest number of
female participants
— Approximately 33.3 million
females ages 7 and up
participated in swimming
Source: NSGA, Exercise Walking, Swimming and Exercising with Equipment Lead Female Participation, Nov. 2009
Feasibility Study Process
— Needs Assessment
— Community Outreach
—
Common Vocabulary, Vision
— Evaluate Existing Area Providers
— Research Area Demographics
— Identify Potential User Groups
— Program Requirements
— Develop Options for Programming
— Develop Project Cost Estimates
— Identify Potential Partnerships
— Operations Plan
— Opinion of Revenue
— Opinion of Operating Expenses
— Determine Cash flow
Types of Aquatic Programming
Aquatic Components
ü Competitive
ü Recreation
ü Instruction
ü Fitness & Therapy
What I Heard
— This area is the central hub for a much larger region
— Vacation ‘hot spot” with discretionary spending, but local
population has a lower income
—
Cost of living is high
— Goal is to build a self-sustaining aquatic facility
— Have large swim lesson program, therapy participation,
and swim team
—
Limited by size and temp
— People drive over 60 minutes regularly
— Community supports having a new aquatic facility, but no
likely partners at this time.
Initial Options Studied
— Option 1 (One Pool Option)– Indoor 5,500 sq. ft. multi-purpose
pool with 6-25 yard lanes, springboard diving, children’s spray
amenities, and required support spaces
— Option 2 (Two Pool Option)– Indoor 8-lane 25 yard lap pool
with springboard diving, 165 sq. ft. warm water spa, and a
separate 4,300 sq. ft. leisure pool with spray amenities, current
channel, and a water slide.
— Option 3 (Three Pool Option) – Indoor 25 yard by 25 meter lap
pool with springboard diving, 4,350 sq. ft. indoor leisure pool
with play feature and waterslide, and a separate 1,350 sq. ft.
therapy pool
Initial Options Studied
One Pool
Project Cost: $9,100,000
Two Pool
Project Cost: $13,900,000
Three Pool
Project Cost: $16,800,000
Preferred Options
Based on the initial studied options, the committee recommended that a
two pool option with a larger training capacity in the lap pool, enhanced
warm water pool for therapy programs, and increased fitness spaces
would best meet the needs of the community
— Option A – Indoor 25 yard by 25 meter lap pool, 165 sq. ft. warm water
spa, a separate 3,650 sq. ft. leisure pool with spray amenities and a
water slide, and 6,700 sq. ft. of fitness space.
— Option B – Indoor 25 yard by 25 meter lap pool, 165 sq. ft. warm water
spa, a separate 4,130 sq. ft. leisure pool with spray amenities, and 6,700
sq. ft. of fitness space.
Preferred Options
Total Project Cost: $14,000,000
Aerobics-Dance-Group Exercise
— Group Exercise
— Multi-purpose Use
— Wood Floor
— Air Circulation/HVAC
Fitness Spaces
— Incorporate Cardio, Selectorized and
Free Weights
— Private areas within space for more
modest users
— Provide views & variety
Meeting Rooms
— Often Rented out for
parties, meetings, special
events etc.
— One Room dividable
— May double as additional
Aerobics Activity Space,
meet management
Locker Rooms / Family Changing
Rooms
— General usage with team space
— Exceed ADA Requirements
— For special needs and families
Lap Pool
— 25 yard and 25 meter
dimensions
— 11 25 yard lanes
— 10 25 meter lanes
— Cooler water for training
and competition
— 78-82 degrees
— Elevated Spectator Seating
Leisure Pool
— Multipurpose pool for
recreation, instruction, and
therapy
— Zero depth entry
— 3, 4, and 5 foot areas for
maximum program
opportunities
— Warmer water for youth
and adult programs
— 85-87 degrees
Demographics
Population
Age Distribution
— Over 13,000 people
— Older population
within 15 minute drive
— Over 140,000 within 60
minute drive
— Population doubles
with tourism
— Becoming year round
— Condo / Rental Home
Opportunities
— Population projected to
grow over next 5 years
— Median age of 45 (national
average 37)
— High percentage of age groups
over 50
— Significant number of 85+
—
4.1 % (national average 1.9%)
— 2,500+ people under age 20
Financial
— Up to 60 % of the operating expense for an aquatic
facilities can be labor.
— Pool operations trends:
— 60% operate at a loss - traditional pools
— 38% operate at breakeven (+/- 5%) – Community water parks
— 2% cash flow – Destination water parks
— User fees vary greatly by region
—
—
—
—
West priced as a service
Central priced as break even
Southeast priced as break even
Northeast priced as service
Anticipated Expenses
— Facility Staff
— Full Time
— Part Time
— Insurance
— Repairs / Maintenance
— General Supplies
— Pool Chemicals
— Marketing
— Utilities
— Capital Replacement
LEED Opportunities
— New technologies in facility planning and design can
help reduce ongoing operating cost
— Water savings
— Electric savings
— Increased capital cost
— Increased maintenance cost
Financial Sustainability
— For the most part operational expenses are fixed
— Financial sustainability depends on revenue
— Limited Funds, requires flexibility and a willingness to
take risks
— Funding Sources
— Fee Generation
— General Fund / Endowment
— Enterprise Funds
— Combining Funds with Fees
Revenue
— What impacts “Success”?
— What affects attendance?
— Diversity of the experience
— Entertainment value
— Overall Image
— User comfort
— Amenities for a mix of age groups
- “multi-generational”
Group Programming
— Wellness Programming — Swim Lessons
— Aqua therapy
— Water aerobics
— Personal Training
— Group Exercise
— Yoga
— Zumba
— Rentals
— Birthday Parties
— Private Rentals
— Lifeguard Training
— Swim teams
— Age group
— Masters
— High School
— Special Events
— Dive in movies
— Summer camps
Memberships / Admission
— Annual Passes
— Individual
— Child
— Couple
— Family
— Daily Admissions
— Adult and Child
— Scholarship / Discounts
Summary
— Strong need and desire for a community aquatic and
fitness center
— Proven success with White Mountain Aquatic Center
— Opportunities to capitalize on regional growth and
increased visitation
— New off-season economic impact
Questions?
Presented By:
Counsilman ▪ Hunsaker
November 12, 2013