Stanwood-Camano YMCA Feasibility Study Background & Results - - PowerPoint PPT Presentation

2010 Stanwood-Camano YMCA Feasibility Study

Stanwood-Camano YMCA Feasibility Study

Background & Results Presentation

2010 Stanwood-Camano YMCA Feasibility Study

Stanwood-Camano Historical Community Recreation Timeline

1992: Heritage Park Master Plan calls for additional facilities 2003: Design Stanwood Event calls for a Community Center in downtown Stanwood 2005: Community Center Effort identifies YMCA as a key option for Stanwood-Camano 2006: Parks & Recreation Taxing District proposed for Stanwood- Camano, ultimately unsuccessful 2009: Stanwood Economic Development Plan calls for partnerships and incentives for exercise facilities 2010: Private Pools Close due to maintenance issues; YMCA Organizing Committee forms and conducts Feasibility Study

2010 Stanwood-Camano YMCA Feasibility Study

Stanwood-Camano Organizing Committee

• Mike Olson

Assistant Superintendent Stanwood-Camano School District

• Theresa Metzger Executive Director

Stanwood-Camano Area Foundation

• Jeff Lind

Board Member Stanwood-Camano Area Foundation + Board Member Stanwood Chamber of Commerce

• Laura Byers

Board Member Stanwood-Camano Area Foundation + Board Member Design Stanwood

• Christie Connors Executive Director

Stanwood-Camano Community Resource Center

• Rose Olson

Board Member Stanwood-Camano Community Resource Center

• Steve Jenkins

Board Member Stanwood-Camano Swimming Foundation

• Dianne White

Mayor City of Stanwood + Board Member Stanwood Senior & Community Center

• Rebecca Lind

Community Development Director City of Stanwood

• Pearl Schaar

President Design Stanwood

• Dave Pelletier

Vice President Design Stanwood +Board Member Stanwood Chamber of Commerce

• John Dean

Commissioner Island County

• Don Leak

Commissioner Representative Island County

• Paul Savoie

Board Member Camano Island Senior & Community Center

• Jerry Will

Vice President Camano Island Chamber of Commerce

• Ted Wenta

Vice President of Operations Snohomish County YMCA

• Scott Sadler

Chief Development Officer Snohomish County YMCA

• Scott Washburn

President & CEO Snohomish County YMCA

2010 Stanwood-Camano YMCA Feasibility Study

2010 YMCA Feasibility Study Timeline

April Pools Close May First Meeting with Scott Washburn; Letter of Intent June Establish Committee, Press Release; Study Workshop; Letters of Support July Feasibility Study Approval; RFP distributed; Responses Received August Research Firm Selected (Triangle 2); Locations Researched; Communication Contacts Documented September Survey Developed; Surveys Conducted October Results Presented by Triangle 2 November Presentations to YMCA Board of Trustees, Community

2010 Stanwood-Camano YMCA Feasibility Study

709 Telephone interviews 835 Online surveys

Statistically Valid Self-Selected

YMCA Feasibility Study Area

2010 Stanwood-Camano YMCA Feasibility Study

Demographics

Stanwood Camano US Total Population

2010 households

14,521 116,761,140

Average household size

2.63 2.59

2010-2015 annual growth

1.27% 0.78%

Median age

42.9 years 37.0 years

% with children at home

35.6% 35.5%

% over 65

15.1% 13.1%

Financials Median family income

$66,290 $54,442

Median home value

$315,368 $157,913

Owner occupied homes

68.1% 58.0%

Renter occupied homes

16.5% 30.1%

Vacant homes

15.5% 11.9%

Ethnicity White

93.1% 71.9%

Black

0.5% 12.5%

Other

6.4% 15.6% 100.0% 100.0%

Hispanic origin

4.4% 16.2%

Average commute

36 min. 25.5 min. Market Area: Zip Codes 98282, 98292

2010 Stanwood-Camano YMCA Feasibility Study

Locations of Respondents

Yellow indicates higher respondent density, while the blue circles represent smaller concentrations. The number inside the circle indicates the number of respondents within the circle.

2010 Stanwood-Camano YMCA Feasibility Study

Interest in Using the New YMCA Facility

2010 Stanwood-Camano YMCA Feasibility Study

Facilities Respondents Would Use Often

2010 Stanwood-Camano YMCA Feasibility Study

Response Percent

Downtown near Heritage Park and Stanwood Middle School 44.5% Equally convenient 30.9% Uptown near the high school 24.6%

2010 Stanwood-Camano YMCA Feasibility Study

Membership Type High Middle Low Senior $56 $51 $46 Two adults and children $99 $89 $79 Adult couple $86 $80 $74 Adult $61 $56 $51 One adult and children $77 $71 $65 Young adult (19-29) $44 $39 $34

Pricing Levels Tested

Current Prices

2010 Stanwood-Camano YMCA Feasibility Study

Membership Projection Notes

Memberships are conservatively calculated using: ONLY households whose income are $50,000 or higher AND who are also VERY LIKELY to join

• Normally, Triangle 2 Research recommends reducing the number of the

potential units further

• In this case, they recommend using the full potential based on the large

number of responses from the online survey who have a lot of interest in the Y (82.6%)

• Although the online survey does not represent a random sample and cannot

be used in specific unit projections, it does show significant support of the project in the community

2010 Stanwood-Camano YMCA Feasibility Study

Membership Type Units Very Likely to Join % Very Likely to Join High Middle Low High Middle Low Senior 701 893 1237 28.7% 36.5% 50.6% 2 adults and children 866 1141 1621 37.1% 48.8% 69.4% Adult couple 646 825 1223 28.1% 35.9% 53.3% Adult 124 193 248 18.8% 29.2% 37.5% 1 adult and children 165 179 261 44.4% 48.1% 70.4% Young adult (19-29) 28 55 69 40.0% 80.0% 100.0% Total Member Units 2529 3285 4659

Very Likely to Join by Membership Type at Different Price Levels

2010 Stanwood-Camano YMCA Feasibility Study

Membership Categories in which Respondents Would Join

2010 Stanwood-Camano YMCA Feasibility Study

Top 5 Study Conclusions

• 1. The demographics of the Stanwood Camano market area are excellent for a
• Y. There is a large % of families with children, incomes are higher than

average, and population growth is excellent at 162% of the national average.

• 2. General interest in a new Y is excellent. 53% of all respondents say they

would have a lot of interest in using it.

• 3. The most used programs and facilities, used often by more than 50% of

respondents, are: recreational indoor pool, wellness area (cardio equipment, weights, etc), warm water therapy/exercise pool, and indoor walking/running track.

• 4. The Heritage Park/Stanwood Middle School location is preferred and

convenient for more people. Additionally, neither location is inconvenient for more than 5% of respondents. Therefore, location shouldn't be a negative factor in joining.

• 5. The membership unit projections show excellent demand for the new Y.

4,659 at the low price, 3,285 at the middle price, and 2,529 at the high price.

2010 Stanwood-Camano YMCA Feasibility Study

Next Steps

• Capital Planning Worksheet
• Communications:

– Community Results Presentations (donors & represented groups) – Press Release – Website Updated

• Location Research
• Fund Development Workshop (January)