STUDY FINAL REPORT LeisurePlan International Inc. Introduction - - PowerPoint PPT Presentation

LeisurePlan International Inc.

Town of Greater Napanee Pool Task Force Committee

AQUATICS FEASIBILITY STUDY FINAL REPORT

Introduction

➢ In November of 2016, The Town of Greater Napanee retained the consulting firm of LeisurePlan International Inc. to undertake a feasibility study concerning the potential development and operation of an indoor aquatic facility to serve the residents of Greater Napanee. ➢ The feasibility study process involves 3 phases:

Phase 1 Market Research - Comprehensive Assessment Of Current And Potential Future Demand Phase 2 Decision - Proceed To Next Steps Or Modify/Adjust Based On Market Research Findings And Conclusions Phase 3 Assessment of Facility Development, Facility Design Concept, Facility Management and Operation, Partnership Opportunities, and Financial Viability of Operations

➢ This report presents the findings and conclusions of Phase 1 of the feasibility study process. ➢ Focused on assessment of current and potential future demand for participation in indoor aquatic programs and activities. ➢ The findings and conclusions of the Phase 1 research mark a decision point in the project. ➢ Proceeding to the next phase of research is dependent upon the quantity of potential future demand for indoor aquatic services identified during the Phase 1 research.

Phase 1 Research

➢ There are a variety of potential target market segments for the proposed indoor aquatic facility. ➢ Research focused on demand related to potential participation in indoor aquatic programs and activities of Greater Napanee residents in 3 age groups representing 79% of the Town's total population

• children, youth and teens 0 to 19 years of age
• adults between the ages of 20-39 years of age
• adults 40-64 years of age

➢ Potential target markets or users and potential demand for participation/use that were not examined through the research include:

• residents of Greater Napanee 65 years of age and older
• special needs populations
• educational institutions located in Greater Napanee
• community based groups and organizations based in Greater

Napanee

• health institutions such as hospitals for out-patient therapy services
• commercial/private sector
• private events and special occasions (rental for birthday parties, etc.)
• potential use among non-residents

The Survey Research Methodology

➢ A telephone survey of a randomly selected, statistically valid and representative sample of the population of Greater Napanee between 0-64 years of age, stratified by gender and 3 age groups.

Age Group Gender # of Completed Questionnaires

for Analysis of Total Respondents for Analysis by Age/Gender

Children, Youth and Teens (0-19 years of age) Males 92 90 Females 95 90 Total 185 180 Adults 20-39 years of age Males 61 90 Females 64 94 Adults 40-64 years of age Males 118 123 Females 125 124 Total 368 431

➢ The sample size and stratification utilized in the research ensured the statistical parameters associated with “confidence level” and “margin of error” were achieved. ➢ In the order of 1,480 telephone calls were conducted to achieve the 185 completed questionnaires for children, youth and teens (0 to 19 years of age) and in the order of 3,450 telephone calls were conducted to achieve the 431 completed questionnaires for adults (20-64 years of age).

The Survey Questionnaires

➢ Two survey questionnaires, one for “children, youth and teens (0 to 19 years of age)”, and one for “adults between the ages of 20-64” were developed. ➢ Each consisted of a series of questions associated with assessing current and potential future demand for participation in aquatic programs and activities and use of the proposed indoor pool facility. ➢ Adult respondents were asked additional questions concerning:

• current participation in health and fitness activities
• current membership in health and fitness facilities
• accessing proposed services through membership
• the impact of the cost of membership on future behaviour
• level of interest in health and fitness activities provided in

association with aquatic activities

1. Profile of Current Participation in Aquatic Activities - Activity, Location, Provider, Basis of Participation and Season

CHILDREN, YOUTH AND TEENS 0-19 YEARS OF AGE ADULTS 20-64 YEARS OF AGE

• Outdoor Recreational Swimming
• Indoor Recreational Swimming
• Indoor Swim Lessons or Stroke Improvement
• Indoor Lane or Lap Swimming
• Indoor Aquatic Fitness Classes
• Aquatic Leadership Programs Indoors

(i.e. Lifeguarding)

• Water Therapy or Water Rehab
• Outdoor Swim Lessons

Research Questions

2. Personal Opinions and Attitudes – Factors That Influence Participation in Aquatic Programs and Activities

CHILDREN, YOUTH AND TEENS 0-19 YEARS OF AGE ADULTS 20-64 YEARS OF AGE

• Level of skill and confidence in swimming
• Level of personal comfort in an indoor pool environment
• Preference for participating in aquatic activities alone or with others

(friend/partner)

• Preference for participating in aquatic activities with members of their
• wn gender
• Swimming is an activity they would

enjoy participating in

• Personal level of general health and

fitness as sufficient to be able to participate in aquatic activities

3. Profile of Current Participation in Health & Fitness Activities and Membership at Health & Fitness Facilities

CHILDREN, YOUTH AND TEENS 0-19 YEARS OF AGE ADULTS 20-64 YEARS OF AGE Profile of Current Participation:

• Cardiovascular conditioning equipment
• Weights/weight machines
• Walking or running indoors
• Any type of group fitness class
• Gymnasium sports

Participation in Greater Napanee or not If in Greater Napanee, at home or not

Current Membership in Health & Fitness Facilities:

• Current member or not
• Member in Greater Napanee or not
• Participation in aquatics

4. Potential Future Demand for Participation in Indoor Aquatic Programs and Activities

CHILDREN, YOUTH AND TEENS 0-19 YEARS OF AGE ADULTS 20-64 YEARS OF AGE

• Indoor Recreational Swimming
• Indoor Swim Lessons or Stroke Improvement
• Indoor Lane or Lap Swimming
• Indoor Aquatic Fitness Classes
• Indoor Competitive Swimming
• Aquatic Leadership Programs Indoors

(i.e. Lifeguarding)

• Water Therapy or Water Rehab

➢ Likelihood of participating: “very”, “somewhat”, “not very”, “not at all” ➢ Season of participation: “summer”, “fall,winter,spring”, “year round” ➢ Frequency of participation (only for Recreational Swimming and Lap or Lap

Swimming): “>1/month”, “1/month”, “few times/month”, “1/week”, “<1/week”

5. Factors That May Influence Potential Future Demand ➢ Level of importance rated on a scale of 1 (not at all important) to 5 (extremely important)

CHILDREN, YOUTH AND TEENS 0-19 YEARS OF AGE ADULTS 20-64 YEARS OF AGE

• Water slide and water play and spray features
• Diving area
• Cost to participate
• Having someone to participate with
• Programs family members can participate in together
• Location at the Strathcona Paper Centre
• Ability to participate in other indoor recreational and fitness

programs/ activities at the same location

• Adult only change room/shower area
• Warm water therapy pool
• Sauna and whirlpool
• Access all the aquatic programs you

want for a monthly fee

• Child minding while you participate

6. Potential Future Demand for Indoor Health and Fitness Programs Provided in Association with Aquatic Programs

CHILDREN, YOUTH AND TEENS 0-19 YEARS OF AGE ADULTS 20-64 YEARS OF AGE

• Cardiovascular Conditioning

Equipment

• Weights/Weight Machines
• Walking or Running Indoors on a

Track

• Any type of Group Fitness Class
• Adult Gymnasium Sports

➢ Likelihood of participating: “very”, “somewhat”, “not very”, “not at all”

7. Factors that May Influence Future Demand for Indoor Aquatic Programs/Activities

CHILDREN, YOUTH AND TEENS 0-19 YEARS OF AGE ADULTS 20-64 YEARS OF AGE

• Preference for Pay-Per-Program vs

Membership

• The impact of 3 alternative methods to access

services: 1. Access indoor aquatic programs and activities through "adult pool" membership purchase 2. Access to indoor aquatic programs and activities through "family pool" membership purchase 3. Access to indoor aquatic and health & fitness programs and activities through “adult pool and fitness" membership purchase

• The impact of the cost of an “adult pool

membership” and the cost of a “family pool membership”

8. The Location of the Proposed Indoor Aquatic Facility ➢ Convenience of locations rated on a scale of 1 (not at all convenient) to 5 (extremely convenient)

CHILDREN, YOUTH AND TEENS 0-19 YEARS OF AGE ADULTS 20-64 YEARS OF AGE

• A Location at the Strathcona Paper Centre
• A location in the West End in proximity to the Hospital

SURVEY RESULTS, FINDINGS AND CONCLUSIONS CHILDREN, YOUTH AND TEENS (0-19 YEARS OF AGE)

➢ There was significant potential future demand identified for participation in each of the indoor aquatic activities tested

Potential Future Demand for Participation in Indoor Aquatic Programs/Activities

Activity

% Very Likely to Participate % Somewhat Likely to Participate

Recreational swimming 77.3 13.5 Swim lessons 54.6 10.3 Aquatic leadership 39.5 24.3 Lane or lap swimming 26.5 27.6 Competitive swimming 22.2 20.5 Aquatic fitness classes 16.8 24.9

Total Potential Future Demand for Participation in Indoor Aquatic Programs/Activities at the Proposed Indoor Aquatic Facility

Projected Future Rates

• f Participation in the

Indoor Aquatic Activities Total Population of Children, Youth and Teens 0-19 Years of Age Estimate of the Total Potential Future Demand for Participation Total # of Participants

➢ Total # of potential participants in indoor aquatic activities may be in the order of between 10,440 to 13,220 children, youth and teen participants. ➢ Total # of individual participants (1 individual participant may participate in more than 1 aquatic activity) may be in the order of between 2,770 to 3,230 individual children, youth and teen participants.

➢ Order of magnitude size of potential demand for participation among children, youth and teens is significantly greater than current levels of participation. ➢ The provision of an indoor aquatic facility in Greater Napanee would accommodate:

• Current demand for participation in aquatic programs/activities that occurs

in facilities outside the municipality

• A significant # of children, youth and teen residents not currently

participating due to a lack of opportunities in Greater Napanee

Activity

Total Very Likely to Participate + Somewhat Likely to Participate Estimated # of Children, Youth, Teens Currently Participating

Recreational swimming 2,770 to 3,230 1,635 to 1,865 Swim lessons 1,915 to 2,375 830 to 1,060 Aquatic leadership programs 1,875 to 2,340 0 to 220 Lane or lap swimming 1,555 to 2,020 385 to 615 Competitive swimming 1,180 to 1,645

• Aquatic fitness classes

1,145 to 1,610 45 to 275

Total Potential Future Demand = Total # of Potential Participants

Analysis

• Children, Youth and Teens (CYT) very likely to participate

in an aquatic activity at the proposed facility

• Total Number of Potential Participants = Between 7,140

to 8,520 CYT participants

• Total Number of Individual Participants = Between 2,440

to 2,670 individual CYT participants Potential Primary Market Segment

• Children, Youth and Teens (CYT) somewhat likely to

participate in an aquatic activity at the proposed facility

• Total Number of Potential Participants = Between 3,300

to 4,700 CYT participants

• Total Number of Potential Participants = Between 330

to 560 CYT participants Potential Secondary Market Segment

Factors that Affect Total Potential Future Demand/Total # of Potential Participants

Analysis

Total Potential Future Demand Total # of Potential Participants Season of Participation Frequency of Participation Participation Retention/ Turnover ADJUSTED ESTIMATE OF TOTAL POTENTIAL FUTURE DEMAND

Adjusted Estimate Of Total Potential Future Demand

Adjusted Demand for Indoor Aquatic Activities - Primary Market Segment (Very Likely To Participate) 0-19 Years of Age (Total Potential Participants) Activity Season

Fall/Winter/Spring Summer

Recreational Swimming 1,830 to 2,000 1,355 to 1,485 Swim Lessons 1,265 to 1,440 755 to 855 Aquatic Leadership Programs 890 to 1,065 575 to 685 Lane/Lap Swimming 570 to 740 380 to 500 Aquatic Fitness Classes 330 to 500 155 to 245 Competitive Swimming 465 to 635 305 to 420 Adjusted Demand for Indoor Aquatic Activities - Secondary Market Segment (Somewhat Likely To Participate) 0-19 Years of Age (Total Potential Participants) Activity Season

Fall/Winter/Spring Summer

Recreational Swimming 165 to 280 110 to 190 Swim Lessons 110 to 225 35 to 70 Aquatic Leadership Programs 340 to 460 250 to 335 Lane/Lap Swimming 395 to 515 210 to 270 Aquatic Fitness Classes 350 to 470 190 to 255 Competitive Swimming 310 to 425 210 to 290

Factors That Influence Decision To Participate In Aquatic Activities At The Proposed Indoor Pool Facility

The factors rated the most important to the decision to participate in aquatic programs at the proposed indoor pool facility: Among Total Children, Youth and Teen Respondents:

• a location at the Strathcona Paper Centre
• the ability to participate in other recreational and fitness programs/activities at the same location
• programs family members can participate in together

Among the Potential Primary Market Segment (Those Very Likely to Participate in the Indoor Aquatic Activities Tested):

• a location at the Strathcona Paper Centre
• the ability to participate in other recreational and fitness programs/activities at the same location were

generally rated Among the Potential Secondary Market Segment (Those Somewhat Likely to Participate in the Indoor Aquatic Activities Tested):

• a location at the Strathcona Paper Centre

Factors That Influence Decision To Participate In Aquatic Activities At The Proposed Indoor Pool Facility

The research included an assessment of the option to access indoor aquatic services

• n a pay-per-program basis:

➢ 54.6% of children, youth and teens would prefer to access the proposed aquatic activities at the proposed indoor facility on a pay-per-program basis ➢ 42.7% would prefer to purchase a membership ➢ Membership/program fees were not tested for this age group

The Location Of The Proposed Indoor Pool Facility

The location of the proposed indoor aquatic facility: ➢ The majority of children, youth and teen respondents, and both the potential primary and secondary market segments, rated the location at the Strathcona Paper Centre as “5 out of 5” or “extremely convenient” (70.3%).

SURVEY RESULTS, FINDINGS AND CONCLUSIONS ADULTS (20-64 YEARS OF AGE)

➢ There was significant potential future demand identified for participation in each

• f the indoor aquatic activities tested except for competitive swimming

Potential Future Demand for Participation in Indoor Aquatic Programs/Activities

Activity

% Very Likely to Participate % Somewhat Likely to Participate

Recreational swimming 48.9 20.7 Aquatic fitness classes 32.6 24.7 Water therapy or water rehab 29.3 29.6 Lane or lap swimming 21.7 13.9 Swim lessons 14.4 13.6

Total Potential Future Demand for Participation in Indoor Aquatic Programs/Activities at the Proposed Indoor Aquatic Facility

Projected Future Rates

• f Participation in the

Indoor Aquatic Activities Total Population of Adults 20-64 Years of Age Estimate of the Total Potential Future Demand for Participation Total # of Participants

➢ Total # of potential participants in indoor aquatic activities may be in the order of between 20,115 to 24,595 adult participants. ➢ Total # of individual participants (1 individual participant may participate in more than 1 aquatic activity) may be in the order of between 5,790 to 6,680 individual adult participants.

➢ Order of magnitude size of potential demand for participation among adults 20-64 years of age is significantly greater than current levels of participation. ➢ The provision of an indoor aquatic facility in Greater Napanee would accommodate:

• Current demand for participation in aquatic programs/activities that occurs

in facilities outside the municipality

• A significant # of adult residents not currently participating largely due to a

lack of opportunities in Greater Napanee

Activity

Total Very Likely to Participate + Somewhat Likely to Participate Estimated # of Adults Currently Participating

Recreational swimming 5,790 to 6,680 1,675 to 2,125 Aquatic fitness classes 4,690 to 5,590 555 to 1,005 Water therapy or water rehab 4,830 to 5,730 340 to 790 Lane or lap swimming 2,740 to 3,640 770 to 1,220 Swim lessons or stroke improvement 2,065 to 2,955 90 to 540

Total Potential Future Demand = Total # of Potential Participants

Analysis

• Adults (20-64 years of age) very likely to participate in

an aquatic activity at the proposed facility

• Total Number of Potential Participants = Between

12,050 to 14,285 adult participants

• Total Number of Individual Participants = Between 4,160

to 4,600 individual adult participants Potential Primary Market Segment

• Adults (20-64 years of age) somewhat likely to participate

in an aquatic activity at the proposed facility

• Total Number of Potential Participants = Between 8,065

to 10,310 adult participants

• Total Number of Potential Participants = Between 1,630

to 2,080 adult participants Potential Secondary Market Segment

Factors that Affect Total Potential Future Demand/Total # of Potential Participants

Analysis

Total Potential Future Demand Total # of Potential Participants Season of Participation Frequency of Participation Participation Retention/ Turnover ADJUSTED ESTIMATE OF TOTAL POTENTIAL FUTURE DEMAND

Adjusted Estimate Of Total Potential Future Demand

Adjusted Demand for Indoor Aquatic Activities - Primary Market Segment (Very Likely To Participate) 20-64 Years of Age (Total Potential Participants) Activity Season

Fall/Winter/Spring Summer

Recreational swimming 3,050 to 3,370 2,130 to 2,355 Aquatic fitness classes 2,025 to 2,360 1,115 to 1,295 Water therapy or water rehab 1,785 to 2,120 1,295 to 1,540 Lane/lap swimming 1,290 to 1,625 790 to 995 Swim lessons/stroke improvement 800 to 1,135 515 to 725 Competitive swimming minimal minimal Adjusted Demand for Indoor Aquatic Activities - Secondary Market Segment (Somewhat Likely To Participate) 20-64 Years of Age (Total Potential Participants) Activity Season

Fall/Winter/Spring Summer

Recreational swimming 790 to 1,010 425 to 545 Aquatic fitness classes 955 to 1,205 380 to 470 Water therapy or water rehab 1180 to 1,400 665 to 790 Lane/lap swimming 500 to 720 290 to 415 Swim lessons/stroke improvement 475 to 690 190 to 270 Competitive swimming minimal minimal

Potential Demand For Membership

➢ The research examined potential demand for participating in indoor aquatic activities through the purchase of 3 types of membership:

• “Adult Pool Membership”:
• Would allow participation in all of the aquatic activities you want for 1 monthly fee
• Tested $40/month and $35/month
• “Family Pool Membership”:
• Would allow 1 or 2 adults and any # of children up to 21 years of age living at home to access

the pool and all the aquatic activities for 1 monthly fee

• Tested $75/month and $65/month
• “Adult Pool and Fitness Membership”:
• Membership at the pool may also include access to fitness programs and equipment at a

reasonable price

• Fee not tested

Adult Pool Membership 41.6% very likely to purchase 32.6% somewhat likely to purchase

No impact No impact

• 27%
• 22%

$40/month $35/month $40/month $35/month

Impact of the Introduction of Monthly Fees on Demand for Membership

Family Pool Membership 29.1% very likely to purchase 17.7% somewhat likely to purchase

• 19%

No impact

• 54%
• 31%

$75/month $65/month $75/month $65/month

Impact of the Introduction of Monthly Fees on Demand for Membership

Adult Pool and Fitness Membership 36.7% very likely to purchase 27.4% somewhat likely to purchase

Estimates of Total Potential Demand for the Purchase of the 3 Types

• f Membership

Estimated Total Potential Future Demand For Membership Among Adults 20-64 Years of Age Type of Membership Monthly Fee Estimated Number of Potential Memberships

Very Likely to Purchase Somewhat Likely to Purchase Total Very Likely + Somewhat Likely

Adult Pool Membership $40/month 3,210 to 3,660 1,920 to 2,365 5,130 to 6,025 $35/month 3,335 to 3,785 2,060 to 2,510 5,395 to 6,295 Family Pool Membership $75/month 1,890 to 2,340 510 to 960 2,400 to 3,300 $65/month 2,090 to 2,535 870 to 1,320 2,960 to 3,855 Adult Pool and Fitness Membership No fee tested 3,065 to 3,515 2,230 to 2,680 5,295 to 6,195

However:

➢ The estimates of potential future demand for the membership categories tested are not discreet - respondents could have indicated that they were very likely or somewhat likely to purchase each type of membership. ➢ Overlap between those very likely or somewhat likely to purchase an “adult pool and fitness membership” and those very likely or somewhat likely to purchase an “adult pool membership” or a “family pool membership”. ➢ Almost all respondents that indicated they were very likely or somewhat likely to purchase a “family pool membership” at either of the two monthly fees tested also indicated they were very likely or somewhat likely to purchase an “adult pool membership” at either of the two monthly fees tested. ➢ There are a proportion of respondents that indicated they were either very likely or somewhat likely to purchase an adult pool membership at either of the monthly fees tested, that were not either very likely or somewhat likely to purchase a family pool membership at either of the monthly fees tested.

❖ This means that the total potential demand for an “adult pool membership” based

• n proposed fees is larger than the total potential demand for a “family pool

membership” based on proposed fees:

• at lower fees tested =

755 to 1,200 adults very likely to purchase an adult pool membership 925 to 1,370 adults somewhat likely to purchase an adult pool membership

• at higher fees tested =

825 to 1,275 adults very likely to purchase an adult pool membership 1,300 to 1,755 adults somewhat likely to purchase an adult pool membership

Factors That Influence Decision To Participate In Aquatic Activities At The Proposed Indoor Pool Facility

The factors rated the most important to the decision to participate in aquatic programs at the proposed indoor pool facility: Among Adult Respondents:

• a location at the Strathcona Paper Centre
• the ability to access all the aquatic programs you want for a monthly fee

Among the Potential Primary Market Segment (Those Very Likely to Participate in the Indoor Aquatic Activities Tested):

• the ability to access all the aquatic programs you want for a monthly fee
• a location at the Strathcona Paper Centre
• the ability to participate in other indoor recreational and fitness programs/activities at the same location
• access to a warm water therapy pool

Among the Potential Secondary Market Segment (Those Somewhat Likely to Participate in the Indoor Aquatic Activities Tested):

• the cost to participate

➢ The research identified potential future demand identified for participation in each of the health & fitness activities tested

Potential Future Demand for Participation in Health & Fitness Programs/Activities

Activity

% Very Likely to Participate % Somewhat Likely to Participate

Walking or running indoors on a track 31.3 24.7 Cardiovascular conditioning equipment 31.3 24.7 Any type of group fitness class 25.0 24.5 Weights/weight machines 20.1 24.2 Adult gymnasium sports 12.8 22.3

Estimated Number of Future Participants in Health and Fitness Activities at the Proposed Facility Among Adults 20-64 Years of Age

Activity

% of Total Respondents (n=368) Estimated Number of Adult Participants Walking or running indoors on a track 31.3% very likely 2,580 to 3,030 24.7% somewhat likely 1,990 to 2,440 Cardiovascular conditioning equipment 31.3% very likely 2,580 to 3,030 24.7% somewhat likely 1,990 to 2,440 Any type of group fitness class 25.0% very likely 2,015 to 2,465 24.5% somewhat likely 1,970 to 2,420 Weights/weight machines 20.1% very likely 1,580 to 2,025 24.2% somewhat likely 1,945 to 2,395 Adult gymnasium sports 12.8% very likely 925 to 1,370 22.3% somewhat likely 1,775 to 2,225

Potential Future Demand for Participation in Health & Fitness Programs/Activities

➢ “The ability to participate in other indoor recreational and fitness programs/activities at the same location” was rated as an “extremely important” factor to the decision to participate in aquatic programs at the proposed indoor pool facility by 38.6% of total adult respondents, and a further 22.3% of total adult respondents rated this factor as “important”. ➢ Most adults very likely or somewhat likely to participate in health and fitness activities are also very likely or somewhat likely to participate in the aquatic activities tested:

• approximately 75% of adults very likely to participate in each health and fitness

activity are very likely to participate in recreational swimming and a further 15% are somewhat likely to participate

• approximately 65% of adults somewhat likely to participate in each health and

fitness facility are very likely to participate in recreational swimming and a further 25% are somewhat likely to participate

The Location Of The Proposed Indoor Pool Facility

The location of the proposed indoor aquatic facility: ➢ The majority of adult respondents, and both the potential primary and secondary market segments, rated the location at the Strathcona Paper Centre as “5 out of 5” or “extremely convenient” (64.1%).

CONCLUSION AND RECOMMENDATION

We conclude that, based on the findings of the market research and the magnitude and characteristics of the potential future demand identified for participation in indoor aquatic programs and activities among the three age groups studied, there is sufficient potential demand to justify undertaking the next steps in the facility feasibility planning process. We recommend that the Municipality proceed to the next steps in the facility feasibility planning process, which should include analysis of: ➢ facility space planning, design and development options and their financial implications ➢ partnership opportunities ➢ facility management and operation approaches and implications ➢ aquatic service delivery options ➢ the financial viability of facility operation and service provision