SOA Amenities Assessment Report Hansford Economic Consulting Freshtracks Consulting July 22, 2015 1
Where we are today 2
Amenities Assessment Methodology Data Analysis Market Research Demographics Findings & Impacting Trends Current Use Comparable Communities: Recommendations Growth rates Types of amenities National recreation trends Uses SOA surveys Operations City of Reno plans Planning Processes Lifestyle trends Inspirational ideas Aquatic + tennis trends 3
Somersett Today 4
Growth in Somersett • Residential units paid park fees Source: City of Reno 700 600 500 400 300 200 100 0 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 5
Somersett Demographics Number Percentage Housing Units 1,621 Occupied 1,423 88% By Owner 1,203 85% By Renter 220 15% Vacant 198 12% Vacant Units used Seasonally 95 48% Houses with Families 1,073 66% Houses with Persons 65 Years+ 500 31% Persons 3,375 Persons under Age 20 712 21% Persons 20-54 1,187 35% Persons 55+ 1,476 44% Hispanic Persons 184 5% 6 Persons per Occupied Unit 2.37 Source: 2010 U.S. Census Tract 23.01. census
Population Projection Assumptions Persons At One Time Range Members Persons per Dues- per HH Low Residential Unit Type Paying Lot High [1] [2] per 2010 Census Somersett - All Unit Types 2.52 3.22 2.85 3.20 Sierra Canyon - Del Webb Sierra Canyon (non-transition) 1.70 1.28 1.45 1.75 Transition Lots 1.90 n.a. 1.75 1.95 Source: HEC. assumps [1] The average for Somersett in 2010 (per Census) was 2.37 per occupied unit. The persons per household by Development Area was calculated as: persons per hh weighting * Wtd. Avg Sierra Canyon 1.70 18% 0.30 Somersett 2.52 82% 2.07 Average persons per household 2.37 * At year-end 2009, per SOA records, 18% of all members were Sierra Canyon residents. 7 [2] Per SOA records for 2014. Members Lots paying Dues SOA 5,165 1,602 Sierra Canyon 1,265 991 Master Somersett 6,430 2,593
Amenities Today The Club at Town Center Other • Sports court/indoor • Canyon 9 golf course basketball/stage (open to public) • Aerobics studio • Cardio weight room • 27 miles of hiking + • Great room and loft biking trails • Game and teen rooms • Kids Corner • 18-Hole Golf—separate • Massage membership required • Tennis Courts (2) • Pools (2) • 3-lane lap pool • Family pool and slide/water park area • 2 spas/hot tubs 8
Fitness Class Offerings & Participation Item Calendar Year 2009 2010 2011 2012 2013 2014 Number of Fitness Offerings [1] 11 12 16 12 19 24 Monthly Average Persons per Class 6.8 6.0 6.9 7.9 6.8 6.3 Estimated Fitness Participants 898 864 1,325 1,141 1,550 1,814 Source: SOA. fit [1] Number of classes such as Zumba, Yoga, Step, and Ballroom dancing. 9
Fitness Use 900 800 Yoga Aerobic Fitness Estmated Annual Participants 700 Water Fitness Adult Tennis 600 500 400 300 200 100 0 10 2009 2010 2011 2012 2013 2014
Amenities Needs and Wants 11
2013 SOA Survey Highlights • 515 responses Do not eliminate any existing amenities. Approximately 60% willing to increase assessment for additional amenities • Top 4 reasons people buy in Somersett: 1) Environment 2) Amenities 3) Lifestyle 4) Homes/Price • Top Amenity Improvements Desired • Aquatics • Cardio • Trail System 12
Historical Amenity Visitation 2014 2013 2012 2011 Canyon 9 Visits 2010 Pool Visits Clubhouse Visits 2009 2008 0 10,000 20,000 30,000 40,000 50,000 60,000 70,000 80,000 90,000 13
Projected Increase in Lots Using Amenities Lot Lots/Units Use Total Increase % Change Estimated Units Using Amenities January 2015 Somersett [1] 1,500 Sierra Canyon [2] 930 Somersett plus Sierra Canyon 2,430 Estimated Units Using Amenities at Buildout Somersett 2,250 750 50% Sierra Canyon 1,205 275 30% Somersett plus Sierra Canyon 3,455 1,025 42% 14 Source: Somersett Owners Association and HEC. potential [1] Calculated as 100% of homes plus one-third (33%) of lots without homes paying assessments. [2] Calculated as 100% of homes.
Projected Increase in Town Center and Pool Visits • Increase 24% to 37% from end of 2014 to buildout 120,000 100,000 Clubhouse Visits 80,000 60,000 Pool Visits 40,000 20,000 15 0 2009 2010 2011 2012 2013 2014 2015 2016 2017 2018
Trends • Use of the Club increased sharply last 2 years • Increased use primarily yoga and other fitness classes, not in water fitness or tennis fitness • Cardio room use unknown (no records of number of users) • Pool use level past 3 years but more member visits and less guest visits • Projected use of Club and Pools increases 24-39% in next 5 years • Canyon 9 use projected to increase 27-45% in next 5 years 16
Trend Implications • Canyon 9 not close to capacity; could manage increase in next 5 years with reservations, closing to the public, other amenity options in annexed areas, other measures • Need for future pool expansion, potentially for covered pool area • Need for future fitness space – cardio/aerobic and strength • Current space will not accommodate growth in user numbers, even with programming changes • Programming changes can lengthen timeframe for needed expansions 17
Market Research Key Lessons 18
Tahoe Donner Operations + Long Range Planning • Strong operations staff + committee to successful long-range planning efforts • Collecting user data critical to use management + planning • Creating structure for feedback + decision making critical to moving forward (Committees + subcommittee) • Creating long-term general plan with financing plan, backed by committee structure key to homeowner buy-in • Strategic Plan developed by staff with input from Board Finances • Capital budget planning key to sustainability • Trails maintenance is expensive –budget for it • Avoid one-time special assessment fees----hard to build homeowner support • Less than 1% delinquency rates • Staff #1 expense, new site requires full, new set of staff. More cost effective 19 to expand service within existing site
Key Lessons…Tahoe Donner…continued Amenities • Fitness Center User management • Customer management system used at all sites to measure + manage use –creates culture • Always 2 staff at front desk to manage flow • Wait lists for machines in gym • Current plans to expand Trout Creek Recreation Center (12 priorities developed by staff in concert with committee) • Shifting like use to cluster areas (kids, fitness, pool, classes) • Tennis Club • 11 courts/located near but next to Club House area • Separate non-profit operates club, shop, programs • Own social cluster, don’t need direct access to other amenities 20 • Part of HOA: $20/$40 per year to join Tennis Club
Lessons – Arrow Creek • Key-card system critical to managing fees • No issues with use traffic with pools or fitness room • Ownership of own key amenities critical. Lack of control an issue. (i.e. golf course) • Golf course key to property value • Strong committee and many committees build homeowner engagement in decision-making • Keep things simple with fee structure • Large acreage for Residents Club allows for future expansion • Hire a strong operations person 21
Lessons – Whitney Oaks • Open Space Management Plan important to maintain their character (and home values) • Goats for grazing • Two locations for pools to spread out use impacts • Strong link to local community parks and trails outside of HOA • Joint Board meetings quarterly with sub- community to build coordination + relationships 22
Lessons - SunRiver • A big aquatic center is popular with visitors and homeowners • SHARC owned and run by HOA to keep control • Private business (Physical Therapy) offers services to members + generates revenue for HOA • Public use fees ($20 per day) generate revenue that pays for maintenance of pool • Member-only use strategies help manage crowds • Investment in large public/membership pool area very popular • Constant homeowner feedback critical to building support (annual survey) 23
Industry Trends 24
Recreation Trends • Importance of amenities shows in property values; important to have well thought out amenity packages. • Lifestyle and public health connection. Communities with amenities of increasing appeal. • Top preferences for recreation: swimming, cardio fitness, biking, trails 25
Aquatics Trends • Away from lap swimming to water park, multi-activity experience • Multiple entry points • Multiple activities (fitness classes to toddler classes) • A place to visit rather than just a place to swim • Promotion of well-being; low-impact training 26 • More surrounding leisure offerings – deck space for lounging, bar/café, cabanas, hot tubs
Tennis Trends • Volume of tennis played influenced by players connecting with one another 27
Recommend
More recommend
