Presented By:

Counsilman ▪ Hunsaker

November 12, 2013

AgendaAgenda• Importance of Aquatics• Feasibility Process• What I Heard• Initial Options Studies• Preferred Options• Demographic Overview• Finical Performance• Summary• Questions

Swimming boosts overall health

Source: Health Assistant, (2008, Aug.) “12 reasons why swimming is good for our health.” Health Assistant;

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

More benefits of swimming

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 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

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, self-discipline, 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 ProcessFeasibility 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 ProgrammingTypes of Aquatic Programming

Aquatic ComponentsüCompetitiveüRecreationü Instructionü Fitness & Therapy

What I HeardWhat 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 StudiedInitial 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 StudiedInitial Options StudiedProject Cost: $9,100,000

Project Cost: $13,900,000

Project Cost: $16,800,000

One Pool

Two Pool

Three Pool

Preferred OptionsBased 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

DemographicsDemographicsPopulation� Over 13,000 people

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

Age Distribution � Older population� 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 ExpensesAnticipated 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

� 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

Financial Sustainability

RevenueRevenue�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 ProgrammingGroup Programming� Swim Lessons� Lifeguard Training� Swim teams� Age group� Masters� High School

� Special Events� Dive in movies� Summer camps

� Wellness Programming� Aqua therapy� Water aerobics

� Personal Training� Group Exercise� Yoga� Zumba

� Rentals� Birthday Parties� Private Rentals

Memberships / AdmissionMemberships / 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