RESTON COMMUNIT Y CENTER

PROJECT U P DAT E

AGE NDA
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Project Goals and Objectives Preliminary Market Analysis Program Model Update Financial Model Update Next Steps

P RO J E C T G OA L S & O B J E C T I V E

Update the competitive context to understand what existing/planned facilities could impact utilization and participation rates Conduct focus groups to establish a program and targeted outcomes for the project Review of revenue-generating options within proposed facility Update program and cost estimates Update the financial model

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MARKET ANALYS IS
Results of February 11 Community Focus Group

Substantial input regarding need for additional aquatics facilities
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Therapy pool Competitive pool (50M or 25YD) Deep well for diving and other activities Locker rooms Sauna and steam rooms Support adaptive swim programs

MARKET ANALYS IS
Results of February 11 Community Focus Group

Weight and Fitness equipment to support athletic training and general wellness and fitness Indoor and outdoor track Multipurpose courts for basketball, indoor soccer, volleyball Wrestling room Climbing wall Concessions

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MARKET ANALYS IS
Results of February 11 Community Focus Group
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Opportunity to create an “Olympic Caliber” facility Support from YMCA and other organizations, opportunity to collaborate on programs and services

MARKET ANALYS IS
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Demographic Analysis Market Area Analysis Membership types and rates Utilization and capacity analysis

P R E L I M I N A RY M A R K E T A N A LY S I S
Facility

Leisure

25YD

50M

Public Aquatic Facilities

16 Public Facilities Five – 50M Pools Twelve – 25YD Pools Five – Leisure Pools

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A B C D E F G H I J K L M N O P

Audrey Moore Cub Run George  Washington Lee  District Mt. Vernon Oak Marr Providence South Run Spring Hill Claude  Moore Ida Lee  Park Chinquapin Park Community Center Freedom Aquatic Center Herndon Community Center YMCA Total

5

12

5

K

J

O P I

B F G L

A M N H

E

D

C

PUBLIC FACILITIES

J

F

A

N

D

PUBLIC AQUATIC  FACILITIES – 50M

P R E L I M I N A RY M A R K E T A N A LY S I S
Facility

Private Facilities
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Aquatic Facilties?
N N N N N Y N Y N N N N Y Y N

A B C D

Sport & Health Club- Reston Bikram Yoga Pure Joe Pilates Studios Fitness First Lady of America Fitness Center LifeTime Fitness Curves Sport & Health Club- Worldgate Gold's Gym- Clock Tow er Gold's Gym Curves Fitness First Sport & Health Club- Tyson's Sport & Health Club- Regency Anytime Fitness

4 With Indoor Pools LifeTime – Opening Spring 2013

E F G H I J K L M N O

Total

4

PRIVATE FACILITIES

P R E L I M I N A RY M A R K E T A N A LY S I S
PUBLIC FACILITIES RATES
Category Adult Single  (16 yrs +) Adult 2 Person Dependent (3‐15 yrs) Youth/Student (12‐24 yrs) Senior Single  (60 yrs +) Senior 2 Person Family Daily Resident Non‐Resident $6.21 $7.82 ‐ ‐ $3.50 $3.50 $4.42 $6.67 $4.36 $6.11 ‐ ‐ $15.50 $22.50 25 Admissions Resident Non‐Resident $118.00 $163.00 ‐ ‐ ‐ $25.00 $83.81 $113.81 $84.38 $123.13 ‐ ‐ ‐ ‐

P R E L I M I N A RY M A R K E T A N A LY S I S
PUBLIC FACILITIES RATES
Category Adult Single  (16 yrs +) Adult 2 Person Dependent (3‐15 yrs) Youth/Student (12‐24 yrs) Senior Single  (60 yrs +) Senior 2 Person Family Monthly Pass Resident Non‐Resident $56.75 $79.21 $86.60 $129.45 $16.30 $24.20 $48.04 $67.17 $43.29 $63.17 $66.90 $105.05 $112.00 $157.67 6‐Month Pass Resident Non‐Resident $287.13 $395.67 $451.00 $664.80 $87.67 $119.50 $226.17 $324.00 $228.40 $326.40 $361.00 $553.13 $570.75 $803.67 12‐Month Pass Resident Non‐Resident $523.89 $732.14 $822.67 $1,170.88 $146.95 $190.95 $401.46 $716.82 $346.46 $476.18 $622.85 $912.55 $1,039.00 $1,348.50

Category Adult Single  (16 yrs +) Adult 2 Person Dependent (3‐15 yrs) Youth/Student (12‐ 24 yrs) Senior Single (60 yrs +) Senior 2 Person Family

Daily 26% ‐ 0% 51% 40% ‐ 45%

Non‐ Resident Premium 25 Admission Monthly 6‐Month  Pass 38% 40% 38% ‐ 49% 47% ‐ 48% 36% 36% 40% 43% 46% 46% 43% ‐ 57% 53% ‐ 41% 41%

12‐ Month Pass 40% 42% 30% 79% 37% 47% 30%

P R E L I M I N A RY M A R K E T A N A LY S I S
PRIVATE FACILITIES RATES
Avg./Month $57.85 $134.50 Public $56.75 $112.00 Variance ‐2% ‐17%

Individual  Adult Membership Family Membership

P RO G R A M M O D E L U P DAT E
Define program elements based on feedback from: • Focus groups • User groups • Market analysis Elements: • Aquatics • Fitness/Wellness • Gymnasium • Multipurpose Spaces • Community Spaces • Support Spaces

FINANCIAL MODEL

Develop realistic operating costs and revenue projections based on the results of the previous tasks. The model will analyze the financial impact of various operating strategies, membership structures, and other operating assumptions
– – – Update revenue projections from membership and other income Updated operating expenses (Personnel and non-personnel) Perform sensitivity analyses to identify the optimal operating structure for the project

FINANCIAL MODEL

The model will includes detail analysis related to the following elements:
– – – – – Building Program Membership Revenue Opportunities Operating Expenses Personnel Expenses

REVENUE
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Membership Lane Rentals Aquatic Classes Personal Training Fitness Classes Corporate Memberships/Sponsorships Facility Rentals Birthday Parties Locker Rentals Retail Revenue

NEXT S T EPS
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Update Competitive Context Community Focus Groups Update Program Financial Model Development

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