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Home My WebLink About2018-010 FY16-17 Annual Aquatic ReportDate: January 26, 2018 INFORMAL STAFF REPORT TO MAYOR AND CITY COUNCIL SUBJECT: Fiscal Year 2016 — 2017 Aquatic Center Annual Report Report No. 2018-010 BACKGROUND: As part of the agreement between the City of Denton and the Denton Independent School District (DISD) regarding the operations of the Aquatic Center, an annual report is prepared by Parks and Recreation staff at the end of each fiscal year outlining program and financial information. Highlights in the report include the opening of the new wave pool, fee schedule adjustments for Water Works Park (WWP) and the Natatorium (NAT), increased revenues at WWP, a decrease in NAT revenue, and increased daily admissions at the NAT. Construction on the new concession stand building was also completed in 2017 and will be open for the 2018 swim season. An assessment of the Aquatic Center's operations is currently underway. Parks and Recreation staff are working closely with DISD representatives and a team from PROS Consulting to perform the assessment. It will include an analysis and inventory of the current aquatics facilities operational and financial models and determine current and anticipated demand for aquatic facilities and programming as well as current supply to meet demands. The assessment will also provide "next" practices and implementation strategies to achieve strategic objectives. A final report is expected by the end of March 2018. If you have any questions or require additional information, please let me know. ATTACHMENT(S): Fiscal Year 2016 — 2017 Aquatic Center Annual Report STAFF CONTACT: Laura Behrens Interim Director of Parks and Recreation Laura.Behrens(a�cityofdenton.com _ �� - �_ _ �. �+,�r� _ r i- :� � • : �� :;;7=:�. r , i� _} f� L f" . i-'; . 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N - - , s�' ' � ? � l�Tr !� ��i i��l � i i 3i� '� .' � c o r i�i rr��Ti�! �� _� � � / 1 .� .� . ■ I - � Denton Aquatic Center is a joint use agreement facility between the City of Denton and Denton Independent School District. UNITE, GR�W, ■ MISSION � PARKS AND REC To unite and grow lives by preserving parks and encouraging play. 1 � i - �"'�' = ---- � }---------.-�� -� ..� . � MISSION � DENTON ISD Empowering lifelong learners to be engaged citizens who positively impact their local and global community. 2 � UNITE, GROW, PLAY! �� r� �.. � � •.r:�`. � � 1 �� _ -- ` .� � -�., . � � � CONTENTS � I 5(.AL 1� tA �n� � �n� � � � i.�LL - � . .: � ��1j ,tiA�. . 41ti\ +F _ .�' , � � , .. >� • �� - � ��` � .� 14 � • :',]�� . . �G �r � N.� � �+� , ..� . , �.. - ��:: . i� :. " � , � �.� Year-End Operational and Financial Report 4� 6� 8� 9� 10 � 14 � 15 � 17 � 18 � 20 � 21 � 22 � 23 � 24 � 26 � 2$ I 29 � 30 � 32 � 34 � Executive Summary NAT and WWP Impact NAT Highlights WWP Highlights FY16-17 Performance Adjustments FY17-18 Efficiency Impacts FY17-18 Looking Ahead Aquatic Center Summary NAT and WWP Comparison Reports Revenue and Expense Report Combined Resource Summary Combined Expenditure Summary Expenditure Details Report FY15-16 vs FY16-17 Comparison Warranty, Maintenance, & Repair Capital Maintenance and Replacement Awards, 2003-2017 Recruitment, Training, & Development FY16-17 Schedule of Fees Marketing Highlights Denton NAT and Water Works Park, 2400 Long Rd., Denton, TX �(940) 349-8800 � www.dentonparks.com 3 ; , � 2 r . ,. ,'�� _ � r ��. _ �� :� 4� � t ., � ;� �; p` , �. w; � .� � � � �� ' � �' ,�- - _ , .� �.. '�'' �It. . '� -- . �.F� � �� ,.�.-��„�� - . �, �--� , � .- - - -�. _.� � �.• �: ��, �.- �' L ,• - � �7, . � _ � � R :v�. � �� . . � - - . ,,�. .1 � T � � .� ,�-._ �. - � -.� •-� �---� _ ��.- . �'�`�- +� � � � �„ � �'� ,� � �--s. �i . - � . .`�y�jF '.� ,�J�k ' - ' �.� ' _ A• " , . .-1 • - . ~� � ��. . F � vaar•.. � _ . ...-.- � -�► ..�■i..�f ��..a..:.,.. -._..��_r.� RaR��ii�ii�! .�liii�liilfs�7i�� sawa��- ��■■■■�■�aw�sr��ai f/�s�i■■�� fiY�<RR��if1��f�� "��]111 ]�! 1 ��"�� 1��1�11�� DENTON AQUATIC CENTER Denton Aquatic Center is comprised of Denton Natatorium and Water Works Park and is located at 2400 Long Rd. on the northwest corner of Loop 288 and Sherman Drive. Circa 2003, the center was built on a 17-acre section of the C.H. Collins Athletic Complex adjacent to the stadium and home to Denton Independent School District's (DISD) swim and water polo teams. At the end of each fiscal year, any deficit generated by the combined revenues and expenditures of the NAT and WWP are equally shared on a 50 percent basis between the City of Denton and DISD. THE NAT � DENTON NATATORIUM The NAT is a two-story indoor aquatic center with a competition pool, lap lanes, three diving boards, and a leisure pool with a giant water slide. The NAT is open year-round and serves DISD students and families, as well as residents and nonresidents. WWP � WATER WORKS PARK The water park is adjacent to the indoor pool and has four giant slides, a lazy river, a children's water play pool with interactive features, two toddler slides, ten cabanas, a gift shop, two outdoor pavilions, a sand volleyball court, and a NEW 13,308 sq ft wave pool. Funding for the wave pool and concession stand was approved as part of the 2014 Capital Improvement Bond package and has cost approximately $2.6 million. The NEW 1,425 sq ft concession stand will open summer 2018. Kids, teens, and adults served in FY16-17 46 570 . Daily Public Swimmers Served 33 692 . DISD Swimmers/Guests Served 16 536 . Swim Lesson Participants Served 7 367 . Water Aerobics Participants Served 6 553 . Party/Rental Guests Served 4 151 . US Masters Swimmers Served 1 517 . Water Therapy Participants Served „�.. � �, ��.��-� �° � ,-- � R� �- ;� � �R • .R ' r,� �� ' r . iy� �T � � ��a,ta �'�. €�:�i�1� ; +'.l1`��. � �.�.., . � wli l s � !r� ��uirCd� �� :•A�' ti�j .-�� .. ...._ . � �'.f�'::;�c., .. �c;.i:z,��a.::ols:raf_' a_,.� 77 371 . � Daily Public Swimmers Served 8 411 IAfte�Hours Guests Served 1 461 . Party/Rental Guests Served 1 546 � Spli � Splash Guests Served 1 036 . � Program Participants Served 895 Denton Camp Kids Served 699 Multi-sport Athletes Served r 5 1� f . NAT ATTENDANCE COMPARISON NAT Attendance Admissions Swim Classes Water Aerobics Water Therapy DISD & ISD Club Birthday Parties US Masters Swim Rentals Other Percent 23% (16%) 23% �� %) 3% (32%) (24%) (16%) (0) FY15-16 FY16-17 37,986 19,789 5, 981 1,539 32,841 4,200 5,486 4,386 7,346 46,570 16,536 7,367 1,517 33,692 2,863 4,151 3,690 7,301 Net 8, 584 (3,253) 1,386 �22) 851 (1,337) (1,335) (696) (45) �_ IMPACTSANDHIGHLIGHTS � f� V��+� ..� �F •z .� �==-� - •- F �•.," r � � � � , �r � � . . �� . '- t r � r � , � � r;, t'. �. � ' ' _ ��. � � NAT Attendance � Daily admission increased 23% and the total annual attendance increased by 4,629 due to increases in daily admissions, water aerobics, and DISD swim team practices between four high schools. DISD opened Braswell High School, making the NAT home to four DISD high school varsity and JV swim teams. DISD Water Safety Education � Ginnings Elementary School brought 206 students to the NAT for swim lessons and water safety instruction. McMath Middle School brought 38 students as part of their Science Expo class. DISD Special Education � Strickland Middle School, Nelson Elementary, and Borman Elementary brought 26 students and 15 instructors twice per week. S; 4 � ;r� t _ � � ,� . � 6 � UNITE, GROW, PLAY! � �. 1�� , � �... NAT REVENUE COMPARISON NAT Revenues Admissions Aquatic Programs Rentals Merchandise Concessions Vendor Commission Miscellaneous Tota I FY15-16 $135,678 263,674 78,708 3,231 5,201 248 (495) $486,245 FY16-17 $122,628 246,657 69,197 1,155 2,565 40 (11) $442,231 Net ($13,050) (17,017) (9,511) (2,076) (2,636) (208) 484 ($44,014) Percent IMPACTS AND HIGHL��HTS DISD Aquatics Club � 370 swimmers enrolled across four sessions generating an attendance of 3,692. DISD manages all club revenues and expenditures and recorded $49,003 in gross revenue, �45,162 in expenditures, and $3,841 in net profit. DISD Aquatics Club History � May 2010, DISD expanded NAT usage with the development of the DISD Aquatics Club. The club includes swim team practices/meets and water polo practices/meets for students ages 10 and under and ages 11 and over. Registration is open to the public. (10%) (6%) (12%) (64%) (51 %) (84%) (98%) �9%) Lifeguard Course � 200 NEW lifeguards were certified by Denton Parks and Rec staff through American Red Cross training courses and 100 additional lifeguards were recertified due to mandatory updates released by the American Red Cross. Fee Changes � NAT passes and daily admission were revised. The NAT family pass was discontinued and a discount was offered if four or more individual passes were purchased at the same time. Water Aerobics � The stand-alone water aerobics membership pass was discontinued and classes were added as an amenity to the NAT pass. Program Addition � Staff added a Homeschool Denton Dolphins Swim Team session to fall programs. Contract Service � Contracted custodial services, effective July 1, 2017. UNITE, GROW, PLAY! I 7 1� � . � �. _ �perational Impact � Due to changes to the DISD school calendar, �IWP was opened three fewer days than the previous year. � `�� - � � � �� WWP ATTEN DANCE COM PARISON WWP Attendance Admissions After Hour Rentals Birthday Parties Splish Splash Storytime Denton Parks & Rec Camps Special Events-Triathlon River Robics and Kayaking FY15-16 FY16-17 72,985 10,329 1,705 1,982 1,228 635 988 77,371 8,411 1,461 1, 546 895 699 1036 N et -��ease 4,386 (1,918) (244) (436) (333) 64 48 innpar-T� anin Ni�Ni ir;NT� Percent �se 6% (19%) (14%) (22%) (27a/o) 10% 5% Admission Attendance Increase � WWP daily admission increased 6% or 4,386. NEW Wave Pool � A NEW 13,308 sq ft wave pool opened July 8 increasing park capacity by over 800. Participation Impact � Total annual attendance increased by 1,567 due to increases in WWP Triathlon and Splash and Dash participation and attendance, as well as program attendance for river robics and kayaking classes. Inclement Weather � WWP was impacted 23 of the 86 days scheduled to be open. �� ;� � 8 � UNITE, GROW, PLAY! � �. 1�� , � �. _ WWP REVE N U E CO M PARI SO N Revenues Admissions Rentals Gift Shop Locker Rentals Concessions Aquatic Programs Vendor Commission Tota I FY15-16 $574,610 85,130 14,632 9,977 119,445 22,045 4,642 $830,481 FY16-17 $726,620 81,504 13,295 8,212 135,737 28,546 4,708 $998,622 Net $152,010 (3,626) (1,337) (1,765) 16,292 6, 501 66 $168,141 in�par-Tc anin Nir;Ni i�NTc 26% (4%) (9%) (18%) 14% 29% 1% 20% Revenue Increase � Overall net increase 20% or $168,141. Admission Revenue Increase � Admission net increase 26% or $152,010. Concession Revenue Increase � Concessions net increase 14% or $16,292. NEW Wave Pool � A NEW 13,308 sq ft wave pool opened July 8 and the newly constructed concession stand will open summer 2018. Fee Changes � A new season pass fee structure was implemented and daily admission rates were increased to cover operating expense increases due to the construction of a new wave pool and concessions. Fee Adjustments � Due to wave pool and concession construction delays, season passes and daily admission reflected last year's rates and the new fee changes were not implemented until the wave pool opened. This strategy resulted in an increase in family season pass sales from the previous year. Event Revenue Increase � WWP hosted the second annual USAT sanctioned WWP Triathlon and youth Splash and Dash with an increase in participants and guest attendance resulting in $18,232 in revenue. Contractor Revenue � Snow cone vendor contract generated $4,708 net profit. Percent UNITE, GROW, PLAY! I 9 FY16-17 � Performance Snap Shot 1 � -� , � �. � ,��. .. `�r . � Revised fees on the WWP concessions menu that resulted in a �16,292 � revenue increase. 13,308 SQ FT WAVE POOL OPENED The wave pool, surrounding deck, and new shade structures increased park capacity by over 800 guests Adjusted WWP season pass and admission fees and generated a $152,010 increase in � admission revenues. e . ,.� " �� . � _�.- � �� . � Increased efficiency and reduced maintenance costs with parking lot UV light �� replacements. Increased hiring efficiency by hosting a job fair in February that resulted in 75 temp seasonal interviews. r!t 60% cost recovery 3% increase from FY 15-16 Discounted WWP season pass and admission due to wave pool construction delays; discount expired �uly 10. Lifeguard Course Revenue Increase Offered lifeguard course enrollment discount for American Red Cross course and implemented recruitment strategies that resulted in 200 additional lifeguard certifications. Increased value of NAT admission by including water aerobics resulting in an increase in class attendance. � � �, FEE ADJUSTMENTS Season passes, admission fees, and rental fees. See pages 32-33 Increased cost recovery and salary savings via supplemental package �for position approvals. � +/ . _ � . !��'�'` c �'� � . .� Improved security at the NAT and WWP by replac- ing several analog security cameras with updated digital system cameras. �� WWP PERFORMANCE AD USTMENTS . � •; .,_ Implemented new WWP season pass, daily admission, and rental fee increases to reflect the added value of the newly constructed wave pool and concession stand and to cover increases in operating expenses. Delayed implementation of the fee increases until the wave pool opened and promoted last year's rates as a discount opportunity that successfully contributed to an increase in admission revenues of $152,010. Revised The Pineapple Delight concession menu, added food items, and increased prices that resulted in an increase in revenues of $16,292. Hosted second annual sanctioned WWP Triathlon and youth Splash and Dash with an increase in participants and guest attendance resulting in $18,232 in revenue. Implemented an enrollment discount for the lifeguard certification course to increase recruitment efforts to accommodate the need for additional lifeguards. Hosted a City-wide job fair in February in an effort to increase recruitment and generated leads that resulted in 75 on-the-spot interviews for various positions. Installed six new shade structure cabanas that outline the wave pool deck. Offered season "pass perks" as added value to the WWP season pass in an effort to increase revenues. Perks included family/friend coupons, souvenir cup with $1 refills, $30 off party rental discount, and 10 percent discount off gift shop items. Began overhead UV light replacements in the parking lot and water park to improve operational efficiency and reduce maintenance costs. Replaced several analog security cameras with updated digital cameras to enhance and improve security at the WWP and NAT. Submitted and received supplemental funding for staff, equipment, and supplies needed to operate the new wave pool and concession stand. Maximized the wave pool opening by promoting end of season daily admission coupons on historically low attended weekdays in an effort to increase attendance at the end of the season. Implemented and promoted "Flashback Fun" after the wave pool opened, a new off-peak hours discount that offers last year's daily admission rates. 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I "FLASNBAI.� F�k" �S�.QIINT • .. .. . _ _ _ . m _. . _ _... � �.. a . � . . .. .. �—T� � � Sfl4a QF F ;• ADM15510N �� s w ww.dentanwa[erworks.cvm . .. _ �.. .. ... p' 12 � UNITE, GROW, PLAY! 8,728 delivered via DISD email database � 28.4% Open Rate � 28.4% Click Through Rate � 7% Click to Open Rate 2017 Smart Insights Email Statistics � 22.2% average � 2.3°/o CTR average � 13% CTOR average �� WWP PROMOTIONAL AD USTMENTS . � •, . In response to unexpected wave pool construction delays, marketing and advertising strategies were modified in an effort to maintain revenues and water park attendance. In spite of the delays, admission revenues increased $152,010 with the following results: Daily admission revenues increased: $105,577 Season pass revenues increased: $46,433 Due to construction delays, adjustments were made to sell season passes at last year's rates until the wave pool opened. As a result, family season passes increased by 267. 2016 family season passes sold (all-summer): 452 2017 family season passes sold thru July 8: 719 Preseason promotional adjustments were required due to construction delays that resulted in the creative development of the new tag line "Happiness Comes in Waves." Integration of this tag line paired with discounts helped offset negative publicity stemming from delays. In an effort to maximize the wave pool at the end of the season, staff rolled out a weekly schedule of big waves that limited the use of tubes. To adjust, an end of season social media campaign was created called "Big Wave Days" providing an opportunity to target tweens, teens, and adults. Due to the lack of an opening date commitment, wave pool announcement marketing strategies shifted from primarily print advertising to social media. �� ► I J I�� I IVI t I V I I-I I l� I-I L I l� I-I I J — � — _., �,. ��..� � 2,375 mobile and texting club admission coupons redeemed in a five day period with the following social insights: Reach, 55,153 � Engagements, 1,526 � Link Clicks, 345 � Shares, 508 Opening day announced via social media and achieved the following insights in less than 24 hours: Reach, 38,432 � Engagements, 676 � Link Clicks, 206 � Shares, 119 UNITE, GROW, PLAY! � 13 r � r ■ ■ ■ ��;� � � �e�`f,� , _ , ,� �� . ti3 �'�I?SLIf �"11�7�` h5[, 3nspir�ng C� �mn��in�tius to A�:ti� �n CIVIC REC SOFTWARE MIGRATION NEW recreation management software that will provide the following efficiencies and cost savings: Increase revenue via online ticket and pass sales Increase revenue via online program registration Increase revenue and efficiencies via online cabana rentals Increase revenue via online party rentals and reservations KRONOS SOFTWARE MIGRATION NEW payroll software that will provide the following efficiencies and cost savings: Increase time management efficiencies Reduce the cost of workflow management Increase processes with self-service features Improve payroll compliance and minimizes risk LED PARKING LOT LIGHT FIXTURES NEW light installation in the NAT and WWP parking lots used to reduce energy costs and improve the efficiency of operations: Installed eight new LED light fixtures in NAT entrance Converted overhead NAT four foot light bays to LED Converted parking lot security lights to new LED light fixtures Reduced annual maintenance costs and energy consumption 2018 PROS CONSULTING EFFICIENCY STUDY 2018 NEEDS ASSESSMENT SURVEY 14 � UNITE, GROW, PLAY! r■ �i-�v Attendance, Promotion, Operation, and Revenue ATTENDANCE IMPACTS Increase DISD school swim lessons and water safety education reach via partnership Increase wave pool programs to include swim lessons and lap swimming Increase NAT swim lesson time slots for group and private lessons Increase TAAF Denton Dolphin swim team enrollment by opening an additional lane PROMOTION IMPACTS Increase sponsorship and grant opportunities Update strategic marketing plan with an increase in digital and social media strategies Update strategies related to updated Denton Parks and Recreation Master Plan Increase and improve employment recruitment Increase email marketing reach Implement new in-park promotional signage OPERATION & REVENUE IMPACTS Open NEW concession stand Review WWP and NAT fee structures and daily admission and recommend changes as needed Increase online sales via new Civic Rec software Increase outdoor water park program options Assume snow cone sales from contract option Add additional cabanas and cabana services Add youth multi-sport programming Increase group sales via new marketing strategies Consider the implementation of a cooler fee Contract Global Management Amusement Professionals for new menu development and staff training Make adjustments as needed per TX Dept. of State Health Services codes for public swimming pools and spas Z � ` ♦ i� � � - - � � ♦ � � �� / r � � ��. ► � ,_ r � y � � � i � � UNITE, GROW, PLAY! � 15 � �' i.�1 � J, �z pA- _ s . � '� . , } �� , '� �l ' V�,. �'�''��. � ` :�� e �� r J�,,�r :'uWS � , ��u ` �b � �•y- Mn�.rH�. .�... °r�,.� PA55 $25 *W^'�= y~� wv��aeaaor.�sn. .. � ly� 1 � � ��_ .-s- ��I . .�,i ,��- :,T wc�TER WOk�{5 vr.r:�:. �,_ 20, � . �+�r - . �s $s � r ��:•�� ' ^� w � , ��-`�:`� ..:� �. �'� u�� ,�� _��[, � �LQY? � ' J;.:i ;� zo�6 y . -� ��"'' ; i s1�_ � , �. � ;��r:� �.;� �" i .-� -�/ ' • � - varR ro '..�'•• � undotluli i�� ... . ..�., _...* .,..�nrcMn i. -.ii_��.h..•ii.,.�l....�. � V 380 Guide � 200,000 copies delivered to residents in Paloma Creek, Providence, Savannah, Aubrey, Celina, Cross Roads, Denton, Frisco, Prosper Krugerville, Lakewood Village, Little Elm, McKinney, Oak Point, and Pilot Point. Argyle Living � 6,000 copies mailed : �� "; ff ��,+; , �� : � �,-t OENTON PARKS AND � RECREATION �� i,�I•= ;.�a,,,.�.,....,._-.. ��.e,.a, $ a�'�u�iw:�e�nwr 'i'.:. �':r-r : e;' 1 �� : iL �w � ■ � �._ �. � ,�.�••• �L.�„ro�„�-- �„ � -��,,.�ij �� '�� Ifl i )�'.� � ( }ti _ ... i � �.i� I� � •� �i��1�IFl� lll I��J1r�,t �1 �-��F - _...... �I� ,v � . .. : .:_.:--_ _ - � k. ... � _ �� . ..... w .,_ �__...:. ,._ ' �._:. .�.. -'..-.._. � = � ,�� i — �?�;r� - �� r �F`� �� `� •� _. _ _ � - �,� �- :rre:..r:rrr:a� _•--':,-: an�+e�e'..r.-e�' �.�_ �,...,..�.�. _� PLAY Guide � 45,000+ mailed to Denton residents, twice per year and additional 10,000 distributed through various locations. Seven full pages dedicated to the Aquatic Center; three pages featuring programs. Website � 245,595 pageviews ��`f._ . ]f" f �' _ r ` Y `_ - !`� _��' ��.'� r+: l.l�J"(JCJ -, � � +� a f 2017 5pring and S�mmpr GVido � , ■ �� _._..��... � .�,�' w� �':°"�;ti. i�^ _ - �=� . � � �� _� �_ ----r.: �.;;.�,;.� � � . � � �g�� ,�" " �:�. _ �..:_ � �"}� �79R�. "� �� `f'��y� �-w. . � ' . F� � r , -R� �..,.�„ ��; }-� � �„"'��:,i-��:�� t� � UIVI I C, I�KVVV, YLHY: GO! Frisco � 40,000 mailed to GO! Denton � 40,000 mailed to residents GO! Flower Mound � 40,000 mailed to residents residents in Frisco, Castle Hills, in Denton, Corinth, Lake Dallas, Hickory in FM, Highland Village, Lantana, Argyle, Bartonville, Little Elm, and The Colony Creek, Shady Shores, Argyle, Robson Ranch Copper Canyon, Double Oak, Lewisville (partial) A VATIC CENTER SU �VI MARY N AT A N D WW P, FY16-17 ATTENDANCE Admissions Programming Rentals and Events DISD Practices and Events Contracted Services-Water Therapy Subtotal Program Spectators (estimate) Grand Total for All Attendance EMPLOYEE COUNT Temp Seasonal Full-Time Total Employees GENERAL INFO FOR BOTH FACILITIES Accidents or Incidents EMS Activated by 911 First Aid Rendered Water Rescues Miscellaneous or Trespassed NAT AND WWP OPERATIONAL DAYS NAT � Oct. 1, 2016 to Sept. 30, 2017 Days Open Overall Average Daily Admissions WWP � May 20, 2017 to Sept. 4, 2017 Days Open (Lost three days due to DISD school calendar changes) Overall Average Daily Admissions Fair Weather Average Daily Admissions Days Affected by Weather Days Fully Closed NAT 46, 570 30,805 11,103 33,692 1,517 123,687 14,842 138,529 .: : 276 WWP 77,371 4,929 10,767 0 0 93,067 931 93,998 � 70 R .� �1 � � 608 Yy�r', `� i 1�� rJ+ � ' � W - 92 � �,�4H,i�4 � 5 �� ?l 1� -�r', �: �" — � � �� 356 �} _ ! � � � � 389 ' � :� � ' .�,� � l � � 86 ` — - ° 890 1,062 23 0 ri �•r�---� f-C :,� -: � � '� . L�� Y � `* � �� _ ' - ,. •+� , ~! ` � r - � � �-�� = � -��,��: -� - UNITE, GROW, PLAY! � 17 TOTAL 123,941 35,734 21,870 33,692 1,517 216,754 15,773 232,527 /�r � r �►\ ■� �1� ►\ � r � NAT COMPARISON REPORT OPERATING SEASON FY 11-12 FY 12-13 FY 13-14 FY 14-15 FY 15-16 FY 16-17 PREVIOUSYEAR NET CHANGE Start of Fiscal Year 10/1 /2011 10/1 /2012 10/1 /2013 10/1 /2014 10/1 /2015 10/1 /2016 End of Fiscal Year 9/30/2012 9/30/2013 9/30/2014 9/30/2015 9/30/2016 9/30/2017 NAT ADMISSION FY 11-12 FY 12-13 FY 13-14 FY 14-15 FY 15-16 FY 16-17 PREVIOUS VEAR NET CHANGE Summer Months 11,264 12,626 11,023 12,377 12,241 21,547 9,306 Non-Summer Months 24,624 24,964 21,341 22,578 25,745 25,023 (722) Total Admissions 35,888 37,590 32,364 34,955 37,986 46,570 8,584 PROGRAMS FY 11-12 FY 12-13 FY 13-14 FY 14-15 FY 15-16 FY 16-17 PREVIOUSYEAR NET CHANGE Swim Lesson 16,358 16,893 17,962 19,365 19,789 16,536 (3,253) Water Exercise 7,210 5,614 4,980 6,602 5,981 7,367 1,386 WaterTherapy 1,884 2,248 1,829 1,485 1,539 1,517 (22) Camps, Specialty, etc. 2,898 3,104 3,279 3,024 7,346 7,301 (45) Total Programming 28,350 27,859 28,050 30,476 34,655 32,721 (1,934) DISD PRACTICES/EVENTS FY 11-12 FY 12-13 FY 13-14 FY 14-15 FY 15-16 FY 16-17 PREVIOUSYEAR NET CHANGE Swim Team 16,712 18,781 18,083 19,059 21,200 24,895 3,695 Estimated Attendance 7,577 4,935 5,511 4,540 5,089 4,307 (782) DISD Aquatics Club, circa 2010 9,198 11,823 12,179 10,107 5,861 3,692 (2,169) DISD School Field Trips, etc. 263 0 1,113 1,014 691 798 107 Total DISD Practices/Events 33,750 35,539 36,886 34,720 32,841 33,692 851 RENTALS AND EVENTS FY 11-12 FY 12-13 FY 13-14 FY 14-15 FY 15-16 FY 16-17 PREVIOUSYEAR NET CHANGE Birthday Parties 208 (34) BirthdayPartyAttendance 3,092 3,161 3,249 3,687 4,200 2,863 (1,337) Other Rentals 10,430 9,587 11,051 11,880 9,872 7,841 (2,031) Total Rentals and Events 13,522 12,748 14,300 15,567 14,072 10,704 (3,368) SPECTATOR ATTENDANCE Total Programs, etc. TOTAL NAT ATTENDANCE Total Days Open Daily Avg Attendance FY 11-12 FY 12-13 FY 13-14 FY 14-15 FY 15-16 FY 16-17 PREVIOUS YEAR NET CHANGE 13,860 13,648 13,392 13,886 14,346 14,842 496 125,370 127,384 124,992 129,604 133,900 138,529 4,629 356 (3) 389 16 18 � UNITE, GROW, PLAY! IIr � r �►\_■��1�►\_�� P CO M PARI SO N RE PO RT OPERATING SEASON Opening Day Closing Day WWP ADMISSION Total Gate Admissions FY 11-12 FY 12-13 FY 13-14 FY 14-15 FY 15-16 FY 16-17 PREVIOUS YEAR NET CHANGE 5/19/2012 5/18/2013 5/17/2014 5/23/2015 5/21 /2016 5/20/2017 9/3/2012 9/2/2013 9/1 /2014 9/7/2015 9/5/2016 9/4/2017 FY 11-12 FY 12-13 FY 13-14 FY 14-15 FY 15-16 FY 16-17 PREVIOUS VEAR NET CHANGE 70,718 70,520 69,794 83,382 72,985 77,371 4,386 RENTALS FY 11-12 FY 12-13 FY 13-14 FY 14-15 FY 15-16 FY 16-17 PREVIOUS VEAR NET CHANGE Total Rentals/Camps Cabana Rentals, circa (23) Total Rental 10,027 12,551 10,307 14,163 11,557 9,306 (2,251) BIRTHDAY PARTIES FY 11-12 FY 12-13 FY 13-14 FY 14-15 FY 15-16 FY 16-17 PREVIOUSYEAR NET CHANGE Birthday Parties (19) BirthdayPartyAttendance 902 1,002 1,040 1,553 1,705 1,461 (244) TotalParty 902 1,002 1,040 1,553 1,705 1,461 (244) PROGRAMS River Robics/Kayaking Splish Splash StoryTime Triathlon, circa 64 140 187 0 5 0 0 0 1,648 1,408 4,247 3,275 2,437 3,591 3,845 4,929 1,084 SPECTATOR ATTENDANCE FY 11-12 FY 12-13 FY 13-14 FY 14-15 FY 15-16 FY 16-17 PREVIOUSYEAR NET CHANGE Total Programs, etc. 859 873 836 1,027 901 931 30 TOTAL WWP ATTENDANCE 86,753 88,221 84,414 103,716* 90,993 93,998 3,005 Total Days Open 92 87 Daily Average Attendance 943 1,014 Fair Weather Average 1,096 1,143 Weather Impact Days (1) UNITE, GROW, PLAY! � 19 REVENUE & EXPENSE REPORT Schedule of Revenues & Expenses � Unaudited Period Ending Sept. 30, 2017 REVENUES Facility Rentals Admission Gift Shop Concessions Vendor Commission Locker Rentals Aquatic Programs Miscellaneous TOTAL REVENUE EXPENDITURES Personal Service Materials and Supplies Maintenance and Repairs Operations Administrative Transfer to GF Insurance Capital Outlay Expenditures before depreciation Net Income (Loss) before debt service DISD Aquatics Club Net Income (Loss) NATATORIUM WATER PARK $69,197 $81,504 $122,628 $726,620 $1,155 $13,295 $2,565 $135,737 $40 $4,708 $8,212 $246,657 $28,546 ($11) $442,231 $998,622 NATATORIUM WATER PARK $918,270 $556,892 $74,188 $170,645 $75,843 $76,093 $254,913 $137,885 $105,621 $10,250 $7,817 $5,212 HOT FUNDS HOT FUNDS $30,470 $1,436,652 $956,977 $30,470 ($994,421) $41,645 ($30,470) REIMBURSEMENT CALCULATION: DISD Share (50% of COD (Net Income) Loss Before Debt Service) City of Denton Share (50% of DISD Aquatics Club Program Net Income Loss) TOTAL DISD REIMBURSEMENT EXPENDITURES NOT INCLUDED IN CALCULATION: Debt Service Expense $59,689 $39,140 COMBINED TOTAL $150,701 $849,248 $14,450 $138,302 $4,748 $8,212 $275,203 ($11) $1,440,853 COMBINED TOTAL $1,475,162 $244,833 $151,936 $423,268 $115,871 $13,029 $2,424,099 ($983,246) $3,841 $491,623 $1,921 $493,544 $98,829 20 � UNITE, GROW, PLAY! COMBINED RESOURCE SUMMARY COMBINED FY 11-12 FY 12-13 FY 13-14 FY 14-15 FY 15-16 FY 16-17 FY 16-17 RESOURCES ACTUAL ACTUAL ACTUAL ACTUAL ACTUAL BUDGETED ACTUAL Natatorium $374,962 $368,484 $407,993 $423,468 $486,245 $410,585 $442,231 Water Park $702,010 $733,418 $692,839 $879,430 $830,481 $1,454,650 $998,622 DISD Aquatics Club $10,906 $14,480 $18,706 $10,497 ($2,417) $3,841 TOTAL REVENUES $1,087,878 $1,116,382 $1,119,538 $1,313,395 $1,314,309 $1,865,235 $1,444,694 Use of GF Resources $823,243 $1,025,603 $1,161,531 $928,516 $1,107,513 $1,173,932 $1,072,901 TOTAL RESOURCES $1,911,121 $2,141,985 $2,281,069 $2,241,911 $2,421,822 $3,039,167 $2,517,595 REVENUE NOTES: � Actual NAT revenues for FY16-17 decreased by ($44,014) versus FY15-16 Actuals and increased by $31,646 versus FY16-17 Budgeted. � The decrease in NAT Actuals was primarily due to a decrease in admissions of ($13,050) as a result of a decline in pass sales resulting from revisions to the pass structure which eliminated family passes. � NAT aquatic program revenue decreased ($17,017) due to the discontinuation of water aerobic pass and a decrease in water safety program enrollment. The water aerobics pass was modified to a value-added benefit to the NAT pass. � NAT rental revenue for parties, lane rentals, and after hour rentals decreased ($9,511) due to a drop in bookings for after hour and party rentals and a drop in Masters Swim Team and physical therapy attendance. � Actual WWP revenues for FY16-17 increased by $168,141 versus Actuals FY15-16 due to an increase in admissions of $152,010. This increase is attributed to an increase in pass sales, daily attendance, and an increase in admission fees when the wave pool opened. � WWP concessions increased $16,292 due to an increase in pricing and sale of product. � WWP rentals decreased ($3,626) due to inclement weather which forced the cancellation of several birthday parties and two after hour rentals. Locker rentals decreased ($1,765). � WWP Actual revenues decreased by ($456,028) versus FY16-17 Budgeted due to construction delays which postponed the opening of the wave pool until �uly 8. In addition, the concession stand was not completed during summer 2017, which impacted projected concessions revenue. UNITE, GROW, PLAY! � 21 CO M B I N E D CO M PARI SO N RE PO RT COMBINED EXPENDITURES Personal Services Materials & Supplies Maintenance & Repair Insurance Miscellaneous Operations (includes HOT Funds) Admin. Transfer to General Fund Capital Outlay TOTAL EXPENDITURES Depreciation numbers changed to Debt Service numbers FY12-13 FY 11-12 FY 12-13 ACTUAL ACTUAL $1,050,435 $1,145,511 $184,363 �211,643 $90,911 $151,176 $35,766 $34,743 FY 13-14 ACTUAL $1,162,731 $163,699 $217, 573 $42,497 FY 14-15 FY 15-16 ACTUAL ACTUAL $1,220,654 $1,329,001 $225,008 �237,257 $123,705 $154,323 $42,746 $43,078 FY 16-17 BUDGETED $1,740,343 �378,991 $179,662 $39,643 FY 16-17 ACTUAL $1,475,162 $ 244,833 $151,936 $13,029 $374,457 $398,323 $388,044 $412,138 $462,594 $480,680 $423,268 $64,068 596,609 5150,004 $88,639 $98,133 $115,871 $115,871 $14,535 $56,509 $28,740 $1,814,535 $2,038,005 $2,181,057 $2,141,630 $2,324,386 $2,935,190 $2,424,099 $96,586 $103,980 $100,012 $100,281 $97,436 103,977 $98,829 TOTAL INCLUDING DEBT SERVICE $1,911,121 $2,141,985 $2,281,069 $2,241,911 $2,421,822 $3,039,167 $2,517,595 NOTE: WWP Operations ACTUAL includes HOT FUNDS beginning with FY10-11. WWP Budgeted total does not include HOT Funds but the Actual does include $30,470 for FY16-17. EXPENDITURE NOTES: � Overall, Aquatic Fund Actual expenditures were ($511,091) less than Budgeted for FY16-17 � WWP total expenditures were (�448,916) lower than budgeted due to construction delays which resulted in a decrease in personal services of ($232,447) � WWP Materials and Supplies decreased ($104,200) � WWP Maintenance and Repair decreased ($29,619) � WWP Insurance decreased ($10,646) � WWP Operations decreased ($72,004) � NAT total expenditures were ($92,642) lower than budgeted � NAT Personal Services decreased ($32,734) � NAT Materials and Supplies decreased ($29,958) � NAT Maintenance and Repair increased $1,893 � NAT Insurance decreased ($15,968) � NAT Operations decreased ($15,879) � Aquatic Fund Combined Actual Expenditures for FY16-17 vs. FY15-16 increased by $99,713 primarily due to adding additional temp seasonal staff for the WWP expansion, addition of a FT Field Service Worker III, and Rec Coordinator; an increase in Materials and Supplies purchased for the wave pool; and an increase in the Administrative Transfer to General Fund. 22 � UNITE, GROW, PLAY! NAT & VVWP CO M PARI SO N RE PO RT EXPENDITURES FY 11-12 FY 12-13 FY 13-14 NAT�207001 ACTUAL ACTUAL ACTUAL Personal Service $740,393 $817,809 $838,444 Materials & Supplies $76,876 $101,189 $85,407 Maintenance & Repairs $45,743 $75,207 $147,743 Insurance $21,460 $20,846 $25,498 Operations $229,181 $249,097 $242,892 Administrative Transfer to GF $62,508 $80,034 $75,196 Capital Outlay $12,629 �50,213 TOTAL EXPENDITURES $1,188,790 $1,344,182 $1,465,393 DEBT SERVICE $64,883 �67,863 �65,663 TOTAL INCLUDING DEBT SERVICE $1,253,673 $1,412,045 $1,531,056 EXPENDITURES WWP � 207002 Personal Service Materials & Supplies Maintenance & Repairs Operations (includes HOT Funds) Administrative Transfer Insurance Capital Outlay TOTAL EXPENDITURES FY 11-12 ACTUAL $310,042 $107,487 $45,168 $145,276 $1,560 $14,306 $1,906 $625,745 $31,703 FY 12-13 ACTUAL $327,702 $110,454 $75,969 $149,226 $16,575 $13, 897 $6,296 $693,823 $36,595 FY 13-14 ACTUAL �324,287 $78,292 $69,830 $145,152 $74,808 $16,999 $7,390 $715,664 DEBT SERVICE $34,349 TOTAL INCLUDING DEBT SERVICE $657,448 $730,418 $750,013 NOTE: WWP Operations ACTUAL includes HOT Funds beginning with FY10-11 - ��.: { ,� . _ r��,,`,�7 ii-r -`� _r' u i��.... � �� T �. µ'' � {� . . � r . � . ' 7 , � Y � • � � ' � �,1� : _ Y � � ;�� , �� - .e �� :I r nl � �� y�.� �� R � .� ' .�, ` ..A =� � FY 14-15 ACTUAL $860,596 $92,611 $52,240 $25,648 $251,617 $87,014 $21,350 $1,391,076 $63,663 $1,454,739 FY 14-15 ACTUAL $360,058 $132,397 $71,465 $160,521 $1,625 $17,098 FY 15-16 ACTUAL $924,458 $91,975 $78,411 $25,847 $261,604 $96,633 $1,478,928 $61,831 $1,540,759 FY 15-16 ACTUAL $404,543 $145,282 $75,912 $200,990 $1,500 $17,231 FY 16-17 BUDGET $951,004 $104,146 $73,950 $23,785 $270,791 $105,621 FY 16-17 ACTUAL $918,270 $74,188 $75,843 $7,817 $254,913 $105, 621 $1,529,297 $1,436,652 $64,837 $59,689 $1,594,134 $1,496,341 FY 16-17 BUDGET $789,339 $274,845 $105,712 $209,889 $10,250 $15,858 FY 16-17 ACTUAL $556,892 $170,645 $76,093 $168,355 $10,250 $5,212 $750,554 $845,458 $1,405,893 $987,447 $36,618 $35,604 $39,140 $39,140 $787,172 $881,062 $1,445,033 $1,026,587 � �• �4� �� .• �� .y� . .::u��, L ..rr..��lr�l..�ri��. _F-- fTE _ a'.�.'J - . � P��°k�! is` ' ., � 1 ! � ��.i .� a; ` r''�� . ��Sr�� UNITE, GROW, PLAY! � 23 � I�CTUAL CO M PARI SO N � �.. FY15-16 VS FY16-17 n��ERALL PERSONAL SERVICES INCREASED BY $146.161 NAT Expenditures Deceased by $6,188 Temp seasonal staff salary expenditures decreased $22,847 due to a reduction in birthday parties, after hour rentals, a decrease in Learn to Swim enrollment, and a reduction in temp seasonal hours allocated to cover the welcome desk. Full-time staff salaries increased $17,544 for five staff and small merit raises (3 to 5 percent) were awarded to full-time staff in FY16-17. Expense increases included an additional cell phone stipend, $460; OT, $657; longevity pay, $76; TMRS, $3,030; and medical insurance, $3,671. Expense decreases included FICA/Medicare, $512; life insurance, $82, longterm disability, $64, and Worker's Compensation decreased, $8,120. WWP Expenditures Increased by $152,349 Temp seasonal staff salary expenditures increased by $77,932 due to hiring additional staff needed to operate the new wave pool and to assist with the increase in attendance and customer service interactions. Full-time staff salaries increased $38,118 due to the reclassification of the WWP Rec Coordinator position from permanent part-time to full-time to assist with an increase in customer inquiries with regards to booking rentals, birthday parties, memberships, cash handling, concessions, and to schedule and supervise temp seasonal staff. Additional expense increases also included a cell phone stipend, $229; FICA/Medicare, $8,923; TMRS $6,935; medical insurance, $18,267; and long term disability, $50. A full-time Field Service Worker III was also hired in order to help operate and maintain the wave pool, concession stand, and NAT. Small merit raises (3 to 5 percent) were awarded to full-time staff in FY16-17. Overtime increased by $1,846 and longevity pay increased by $48. NAT Expenditures Deceased by $17,787 Office supply spending decreased by $3,904; program supplies decreased by $1,817; and material expenditures for resale items decreased by $5,645 due to less demand. Chemical expenses decreased by $6,421 due to a purchase order credit from the previous year. WWP Expenditures Increased by $25,363 Chemical expenses for the new wave pool increased by $11,438; program supplies increased by $5,210 for new spinal boards, first aid tent, and wave pool tubes; miscellaneous increased by $6,913 for souvenir cups, concession supplies, and resale items; and medical supplies increased by $1,802. 24 � UNITE, GROW, PLAY! � I�CTUAL CO M PARI SO N � �.. FY15-16 VS FY16-17 O\��RALL MAINTENANrE AND REPAIR DErREASED Rv $2_387 NAT Expenditures Decreased by $2,568 for pool maintenance supplies. WWP Expenditures Increased by $182 due to purchasing wave pool supplies. NAT and WWP Rates Decreased $30,049 Commercial and self-insurance premium rates for the NAT and WWP decreased $30,049. City of Denton credited this amount back to insurance accounts for FY16-17. NAT Expenditures Decreased by $6,691 due to a decrease in utility costs for water/wastewater services. WWP Expenditures Decreased by $32,635, including HOT Funds. Expenditures for water/wastewater decreased by $19,424 primarily due to a reduction in irrigation costs during wave pool construction and due to a decrease of $2,310 for advertising expenses related to wave pool delays. HOT Funds represent a hotel and motel tax revenue allocation and is included separately under Operations as an additional line item expense for $30,470. HOT Fund expenditures decreased by $10,901 due to an unavailable billboard allocated for advertising. NAT Transfer to Tech Services Increased by $8,988 WWP Expenditures Increased by $8,750 and a transfer to Fleet Services decreased by $250. An additional transfer of $9,000 was allocated for FY17-18 to fund new concession stand computers. �;� ._..._.-. �- �, � �'`'�"�--_�`.. : �'`; � � -�. - ..:� � � � � = Ta�� __.��>.. -�-; �� -- -- . , � . , t S, � .y� ;w . �' �r:r �ti_ � - ;, � T � �' �, - �,�' ' . � .,.��- � ,, - ��'� ITE � � PL�4�F! �N !'. ��►:r��yv:s +4�`��+I ri��e� �c «e�sM�r� +��ri ��,. -_ ex�s��., UNITE, GROW, PLAY! � 25 � Y'' , / � �, i � , �, .r � � � �' � Completed $2.6M construction of the 13,308 sq ft wave pool Opened July 8, 2017 � Completed 1,425 sq ft construction of a full-service concession stand scheduled to open summer 2018 � Installed six additional cabanas on wave pool deck � Purchased new cabana furniture for the wave pool deck � Installed two new shade structures on the wave pool deck � Purchased chase lounges for the two new wave pool shaded areas � Replaced lounge chairs � Repaired and cleaned water slides � Repaired expansion joints and tiles on the lazy river � Replaced one of the SCS landing pads � Installed LED lights on slide tower � Painted all the pools, lazy river, slides, children's play pool � Replaced all three backwash pumps � Added CO2 to children's pool and slide catch pool � Replaced two analog security cameras with digital system cameras Dectron HVAC � NAT dehumidification system that maintains heat, ventilation, air conditioning, and humidity in order to control air quality. Supplements pool water temperature. FY16-17 � Completed NAT Projects � Replaced five backwash valves on filtration system � Replaced auto fill water valve on the leisure pool � Completed preventative maintenance for both UV systems � Replaced the start block platforms and covers � Repaired dive stands � Repaired damaged concrete in parking lot � Replaced the backwash pumps � Began installing new LED overhead light fixtures in the parking lot � Replaced seven analog security cameras with updated digital system cameras � Set up preventative maintenance schedule for both pool heaters � Repaired the Dectron drive belts and fan motor � Replaced dryers for Dectron HVAC as part of preventative maintenance � Continued preventative maintenance for the Dectron Dehumidification/HVAC System performed by manufacturer representatives � FY16-17 � Completed WWP Projects . � �` : I � �� .. � 26 � UNITE, GROW, PLAY! '��!��r"��" ��'�- `�r` " • •�' ' _ � ' � � � � f � !,.- � � r � / � �� I� �� , FY17-18 � Scheduled NAT Pi � Replace damaged locker doors � Replace two pool controllers � Convert Dectron refrigerant system from R22 to R407c � Continue replacing LED light fixtures throughout the NAT � Replace remaining analog security cameras with updated digital system � Continue installing new LED overhead light fixtures in the p� � Replace both water fountains on the pool deck for competition & leisure pools � Schedule preventative maintenance performed by manufac representatives for both of the Lochinvar pool heaters to in� longevity of the heaters � Continue preventative maintenance for Dectron HVAC System by manufacturer representative FY17-18 � Scheduled WWP Projects � Paint children's pools � Install bulk CO2 tanks � Replace water fountains � Replace three pool controllers � Repair expansion joints in the lazy river � Repair tiles around the lazy river � Repair and replace river booster pump and feature pump � Replace flooring in men's and women's bathrooms � Purchase and install four additional cabanas � Replaced analog security cameras with updated digital system � Install new digital security cameras in the new concession stand, gift shop, and around the wave pool � Install railing around caisson roof top and paint the roof top � Explore the possibility of replacing existing outdoor lockers and adding larger lockers UNITE, GROW, PLAY! I 27 r i` o ■ � i MAINTENANCE AND REPLACEMENT SCHEDULE NAT AND DISD Denton Parks and Rec will work closely with DISD to update the Natatorium Capital Maintenance and Replacement Schedule. � Replace Dectron HVAC System � 15 years old; life expectancy 20 years � Submitted a quote to DISD to replace entire system � Replace four HVAC rooftop units � 15 years old; life expectancy 15-20 years � Replaster competition pool � 15 years old; life expectancy 20 years � Relocate security cameras in parking lot and connect to Wi-Fi Dectron HVAC is the NAT dehumidification system that maintains heat, ventilation, air conditioning, and humidity in order to control air quality. Supplements pool water temperature. WWP AND CITY OF DENTON Denton Parks and Rec will work closely other City department staff to update the WWP Capital Maintenance and Replacement Schedule. Most or all equipment warranties supplied by the builder have expired. Equipment replacement time lines are not definite, but tend to be based on the normal expected lifespan of service for equipment and/or structures. � Replace three slides on the slide tower � 15 years old; life expectancy 20 years � Replace booster pumps switch ; � �� ■�r;� - �. ,�_ � , �� .l `�� , _"A � "� '�.� , ■. F �-- �-' . .._ . --�`_ .� . , �`�,� r-- �, _ a �� - - - . �.w� ;�. _ � -V�I .. � ��.� ' .�..� � •� � • - 4 � !• ` � � i r, � - i�+ r�� x . '} � s +� � � �:• . . .��y, , �: �x� '-��. • r►. �� .. ��- ` .,. +� v` - n • . ; '..� �_. I �� {_.. .. . �� . ��, .� 4 w i:� �-. - s.. _._�-'.� :�, .:�;�-�'; - - �,.,.�. �� ...`�,��.�, �� .� ._� w,,.._''"-w�-..,.�-`"'��' .. � '� .:� UNITE, GR�W, �p_ �� • 28 � UNITE, GROW, PLAY! �- — ,�.rr_� � �_...; � � � Y� � � µ � � � �� r��^� � ��- � � {}��.{{�` 'l i iJ+'� � I �� f� � � r - � 1 fJ�!�� L+•m�nl�ri�.r� ru0�1G'nDNS & ]s:�uxh i f�G F\(�1�.1.[.F.tiCF. �1N".1R{1 C 1 A55 11 f'k1 til � I I'.[7 1'C1 f:itr oF llenton Parks & Rccrrnlinn Aepartmcnl Narch 7.21H4 �� ., '...,�.,..,�.�_ � � TH�.�, 1 • nt�M[��ii'nn ,w�n1n � � � � � ''� � � � � 201 7� TRAPS State Media Excellence Award for Water Works Park website design � Best of Denton: Voted Second Best Children's Birthday Party Venue � Communicator Awards by the Academy of Interactive & Visual Arts » Gold Award of Excellence � Print Advertising » Silver Award of Distinction � Advertorial » Silver Award of Distinction � Writing Feature Article » Silver Award of Distinction � Water Works Park Website Design 2016 � Texas Public Pool Council Special Event of the Year � Triathlon/Splash & Dash � TRAPS Region 2 Excellence in Program Award � Aquatic Explorer Camp � Davey's Award: Environmental Graphic Design � The Pineapple Delight Menu � DRC Best of Denton � Voted Best Children's Birthday Party Venue � North Texas Child Magazine � Voted Best Swimming Parties in Denton County � Best of Denton County Award � Voted Best Water Park � Communicator Awards by the Academy of Interactive & Visual Arts » Silver Award of Distinction � Water Works Park Website Design » Silver Award of Distinction � Aquatic Explorer Camp Flyer Design 2015 � Texas Public Pool Council Safety Program of the Year � Aquatic Explorer Camp � Texas Public Pool Council Safety Class I � Agency of the Year � Best of Denton County Award � Voted Best Water Park � Davey's Award Environmental Graphic Design � Civic Center Pool Height Sign � Communicator Awards by the Academy of Interactive & Visual Arts » Award of Distinction � Water Works Park Website Design » Award of Distinction � Overall Magazine Design; PLAY! Guide 2014 � Texas Public Pool Council Safety Class I � Agency of the Year � Best of Denton County Award � Voted Best Water Park � Davey's Awards by the Academy of Interactive & Visual Arts » Award of Distinction � Travel and Tourism Websites; Water Works Park » Award of Distinction � Magazine Design; Spring/Summer PLAY! Guide » Award of Distinction � Commercial; Water Works Park 2�� 3� Best of Denton CountyAward � Voted Best Water Park 2� � 2 � Texas Public Pool Council Safety Program of the Year � Integrated Lifeguard and Kayaking skills to modify rescue techniques in open water events 2011 � TRAPS Region 2 Social Media Award � WWP Facebook Photo Contest � The Little Elm Journal Reader's Choice Poll � Voted Best Water Park � Davey's Awards by the Academy of Interactive & Visual Arts � Commercial � World Waterpark Association International Wave Review Awards » Best Billboard � Water Works Park » Best Print Media � Water Works Park » Best Broadcast Commercial � Water Works Park 2��9 � Denton Record Chronicle � Voted "Best Place in Denton to Take the Family" 2008 � TRAPS Region 2 Excellence in Program Award � Splish Splash Storytime � Texas Public Pool Council Safety Class II � Agency and Program of the Year 2007 � Aquatics Intern. Magazine Award � Best Indoor/Outdoor Aquatics Centers 2��6 � National Recreation and Park Association Award � Excellence in Aquatics � TRAPS Region 2 Lone Star Program Award � Splish Splash Storytime � TRAPS Region 2 Excellence in Program Award � WWP Family Fun Nights 200?J � NRPA National Gold Medal Award � Excellence in Park & Recreation � TRAPS Region 2 Best Web Site and Promotional Award � Water Works Park UNITE, GROW, PLAY! I 29 � �� L �� Denton NAT and WWP employed 268 temp seasonal employees for FY16-17 in the following capacities: • Lifeguards • Learn to Swim Instructors • Water Aerobics Instructors • Pool Managers • Swim Lesson Coordinators • Cashiers • Assistant and Lead Cashiers • Birthday Party Hosts • Birthday Party Coordinators • Concessionaires • Concession Managers • Gate Attendants • Maintenance Staff reseason Training Included: • Cash Handler Training • Concessionaire Training • Water Park Lifeguard Certification • Party Host Training • Two-week hands-on facility training for pool managers and assistant pool managers EMS personnel attended WWP lifeguard orientation and worked with staff on scenarios and practiced the transfer of responsibility. Mid-Season Training Included: Pool managers, assistant pool managers, lifeguards, and full-time safety staff attended wave pool training facilitated by the Aquatic Recreation Supervisor and American Red Cross personnel from national and regional chapters. 30 � UNITE, GROW, PLAY! i _ ��, 1 �' r- � �� T� E , �r' � �'� � �� ►-�� \ � _ � .,- ` ` ` � � 0 q -T � . Y" . y._ � � �< � ,i ..�� rQ � .v ,� � _ ,�'�r � • . ` j l i� � � - �� ' � _� :�-:�s� �=�-� � r - ��y ._ _ . F� ,�b� - ` �t - _ .,_ �� S . - i� UNITE . �1 �� ! T PL�4�F� American Red Cross Training Denton Parks and Rec hosts the following certification courses annually for both recruitment and revenue: • Lifeguard Certification • Lifeguard Instructor Trainer • Water Safety Instructor Annual training is maximized to improve teaching skills and ensure instructors are consistently utilizing teaching progressions specified by American Red Cross. Employee recognition is also incorporated into in-service training Mayor's Summer Youth �obs Program Since 2015, WWP has benefited as a charter member of the pilot program. Students were selected through various mentors and organizations and then matched to jobs that corresponded to their interests. S � �� ti �� ✓'.�.' --.� � ��` " � . � �'�,,. . �� ' ; � % 1(F '� �,Y � � � �`�� ,�.�.�.�� - - _ � . - "�'=� ' � �-. � �: ,.:. i. ��.�e.��t�,� �,�'� 'z p ,3,�i � r; -; a. `Z � � ` � �� _ �_ � Recruitment February 2017, Denton Parks and Rec hosted a summerjob fair. Candidates were able to view open seasonal positions, apply on site or online, and interview on-the-spot. - ,� � !� Aquatics interviewed 75 applicants and benefited from eventually hiring swim instructors, lifeguards, cashiers, concessionaires, and birthday party hosts. Additionally, social media marketing and on-site high school recruitment supported a strategy that was pivotal in hiring and training new recruits for water park and wave pool opening days. Management Tools WHENTOWORK APPLICATION Since 2011, pool managers have utilized WhenToWork to efficiently post and manage staff schedules online. Benefits include the ability for staff to view scheduled shifts, post shift sub requests, cap schedules to prevent overtime, and provide the ability to communicate via email pertaining to updates, changes, and weather alerts. From 2015 to 2017, five students were paired PROGRESSION PLAN up with the water park to work as cashiers and Since 2012, staff have benefited from a progression plan concessionaires. Experiences included being in an effort to maintain competitive rates of pay, help trained, tested, and certified as a Food Handler improve the recruitment of qualified personnel, reward from the City of Denton Health Department. leading performers, and to help retain experienced staff. �`.� � � /.. 5,� ��, � � �� `� . .... � ` '' �:' s� - ei_y Y �. UNITE, GROW, PLAY! � 31 � � NAT ADMISSION FEES DAILYADMISSION Kids, ages 2 and under Kids, ages 3-15 Teen and adults, ages 16 and older Resident Nonresident NAT RENTAL FEES Resident Nonresident Free $3 $4 AFTER HOURS: TWO-HOUR EXCLUSIVE RENTALS Free Guest attendance, under 100 $4 Guestattendance, 101-199 $5 Guest attendance, 200-299 Guest attendance, 300-400 MEMBERSHIPS (SOLD INDIVIDUALLY) One Month � purchase 1-3 One Month � purchase 4+ Four Month � purchase 1-3 Four Month � purchase 4+ 12-Month � purchase 1-3 12-Month � purchase 4+ $20 $15 $60 $50 $120 �90 $25 $20 $65 $55 $125 $95 $250 $350 $450 $550 AFTER HOURS: EACH ADDITIONAL HOUR Guest attendance, 100 or less Guestattendance, 101-199 Guest attendance, 200-299 Guest attendance, 300-400 NAT ROOM RENTALS I'111► [� i : � '7_�'�9 �'� 10 Punch Pass � kids, ages 3-15 10 Punch Pass � teen-Adult, ages 16+ 20 Punch Pass � kids, ages 3-15 20 Punch Pass � teen-Adult, ages 16+ $25 $30 �50 $60 $30 $35 $55 $65 DEFINITIONS AND DETAILS Resident: Residential City of Denton address displayed on a current driver's license or proof of tax assessment by DISD or Denton Appraisal District Membership: Access to the NAT during public swim hours without being subject to the daily admission fee. Punch Pass: Valid six-months from date of purchase. One visit is equivalent to one punch. Hourly fee for room Hourly fee for table and chairs (two tables and 20 chairs) $280 $380 $480 $580 $100 $110 $125 �160 $150 $210 $175 $260 $75 $80 $25 $30 COMPETITION POOL RENTALS Hourly; 7 swimmers max per lane Half-Day; 4 hours /day Full-Day; Sat. or Sun., 4 hours/day Weekend Sat. & Sun., 8 hours/day $10 $400 $800 $1,500 $10 $400 $800 $1,500 BIRTHDAY PARTY RENTALS 15 swimmers $160 �160 25 swimmers $225 $225 Includes one-hour in party room, cake, drinks, ice cream, paper goods, host, Punchbowl digital invitation, and public swim NAT admission. $4 for each additional swimmer, no charge for non-swimmers. T s � '�_.c • ` !�'�. '.� � - -- —�� - �-'� � � �` � �—�.�� _ � '�-j� �� , �,� _'' � r��ti__ — �-- — � . , � � � �. �,- , � �:-,��:�i�i�.�:il`�:�'ii��- � .. _ _ � � =��i ;�i�r � + � � . ,. , , . . �A� . r_��. � . i , ►' , :�� .�- � i� �,�u�,j•I'; G��YY.PL��f! ■. - � � � � ,� _;:,�`�: �_ �'` � �_� - - �� _ _ �. _ "�� _.��Pr�, ��,: ■ :�i�� _� ' i�l - . . �_._ _ — - .- - --a�.�= __,.�.� _ - - - _ n _ . _..� �. . --�� - - __ _ _ _ _ _ � � _ .� _ _. - - - F .�' :..: � - - - - • i_� �i w, ' � ..�..� � y ..... . _. _-. �--=- .: �..�- ` _'�--�°'.._:,;._ �� :-�- - __ � , � �: - �"` � ��.' �-� •-. :�:..__.��._-�. � �� A � wF .�. ..o....... - ....., �`._ �_---~��4 �� ' � ` _.,._....;._,,._,�„ `�� _ - - �. � ;� +- -- ".�--�-.-, .-_` ` , 32 � UNITE, GROW, PLAY! WWP ADMISSION FEES City Council approved fees activated after the wave pool opened July 10, 2017. DAILY ADMISSION Kids, ages 2 and under Non-swimmers Under 48 inches 48 inches and taller Resident Nonresident Free Free $5 $5 $13 $15 $17 $19 MONTHLY PASSES (SOLD INDIVIDUALLY) One Month � purchase 1-3 One Month � purchase 4+ SEASON PASSES (SOLD INDIVIDUALLY) Preseason discount � purchase 1-3 Preseason discount � purchase 4+ Season � purchase 1-3 Season � purchase 4+ �30 $25 $65 $55 $75 �65 WWP TEMPORARY FEE ADJUSTMENTS City �ouncil approved fee adjustments until the wave pool opened July 10, 2017. DAILY ADMISSION Kids, ages 2 and under Non-swimmers Under 48 inches 48 inches and taller MONTHLY PASSES (SOLD INDIVIDUALLY) One Month � purchase 1-3 One Month � purchase 4+ SEASON PASSES Individual Family Free $5 $7 $11 �30 $25 $65 $200 ON-GOING ADMISSION DISCOUNTS � WWP RENTAL FEES Resident Nonresident PAVILION RENTALS $35 South Pavilion, hourly $75 �85 $30 North Pavilion + adj. grounds $150 $160 AFTER HOURS: TWO-HOUR EXCLUSIVE RENTALS �� $100 fee for outside caterers; in-park food service priced by group. $60 Guest attendance, 400 or less $1,250 $1,270 $80 Guest attendance, 401-600 $1,400 $1,420 $70 Guest attendance, 601-800 �1,600 �1,620 Guest attendance, 801-1,200 �1,800 $1,820 Guest attendance, 1,2010-1,600 $2,000 $2,020 EACH ADDITIONAL HOUR Free $9 $13 Guest attendance, 100-400 $100 $110 Guest attendance, 401-600 $125 $135 Guest attendance, 601-800 $150 �155 Guest attendance, 801-1,200 $175 $180 Guestattendance, 1,201-1,600 $550 $560 CABANA HOURLY RENTALS; THREE HOUR MINIMUM Monday-Thursday $20 Add $5 to total Friday-Sunday $25 Add $5 to total $35 BIRTHDAY PARTY RENTALS $30 Lil' Island Party � 15 swimmers �230 �230 Big Island Party � 25 swimmers �375 $375 �� Cabana Party � 15 swimmers $330 $330 $200 Includes one-hour in party room or outdoor pavilion, cake, drinks, ice cream, paper goods, host, Punchbowl digital invitation, and water toy. $12 for each additional swimmer, $5 per non-swimming guest. Cabana parties include four hours in a private cabana; all else is the same. DAILY ADMISSION "FLASHBACK FUN" DISCOUNT City Council approved admission discount activated after the wave pool opened July 10, 2017; Monday-Friday from 4 p.m. to 7 p.m. Under 48 inches �7 $9 48 inches and taller $11 $13 GROUP ADMISSION DISCOUNT (NORMAL HOURS) Groups with 10 to 29 guests Groups with 30 to 99 guests Groups with 100+ guests $3 off admission $4 off admission $5 off admission DEFINITIONS AND DETAILS Resident: Residential City of Denton address displayed on a current driver's license or proof of tax assessment by DISD or Denton Appraisal District 48 inches and under: Guests who are less than 48 inches tall are restricted from use of a particular water slide due to safety regulations. Season Pass: Access to WWP during public operating hours without being subject to the daily admission fee. UNITE, GROW, PLAY! � 33 INBOUND MARKETING � WEBSITE TRAFFIC HIGHLIGHTS 2017 � Improved SEO, page content, and content relevance 2018 � Maximize CivicRec to track conversions and grow DFWChild reach 45% 18% 4% 34% Referral traffic Referral traffic Referral traffic from from Facebook from DFWChild.com Cityofdenton.com up from 8% up from 17% down from 48% INFLUENCE MARKETING � HIGHLIGHTS Traffic locations 34% � Dallas 24% � Denton 2017 � Increased word of mouth, coupon distribution, and brand exposure 2018 � Develop rewards program, create "kid ambassador" vlog program, increase blog reach, and create social sponsors 88% consumers "MY 2 Cents!! Its definitely worth the drive! We drove more find online reviews than an hour to get there from our home town!! My family as trustworthy and my first impression of the park is how clean it as!!" as personal North Texas Blogger, 11,000+ likes recommendations. DIGITAL MARKETING � HIGHLIGHTS 2017 Social Media � Increased engagement and inbound website traffic 2018 Social Media � Improve conversion rates with the new CivicRec software 2017 Text Message � Increased membership database from 458 to 2,337 2018 Text Message � Implement new in-park revenue and retention strategies 2017 Email Distribution � Improved visuals and mobile design development 2018 Email Distribution � Maximize CivicRec to improve target and conversion rates f ufJrie, 6ROW. �' . D 245, 595 Pageviews up 3.63% 31 % � ages 35-44 30% � ages 25-34 Blogger Report 2,508 coupon downloads 2,440 review downloads Primary Target Female, ages 24-50 with kids, ages 2-16 Mobile equipped; favors quality family time, while on the lookout for good deals -� �- � � � � BROADCAST MEDIA � Regional theater commercial advertising with lobby and customer email marketing � PRINT MEDIA DISTRIBUTION � Denton LIVE (Spring/Summer issue) distribution 60,000; 380 Guide cover and article distribution 200,000; Lone Star Go Pages (Denton, FM, Frisco) Summer months included variety of cover pages, full page ads, and inserts with distribution 40,000 each; PLAY Guides, 45,000+ direct mail to City of Denton households; Dallas Child/NTX Child Magazine summer months full-page ads, distribution 18,000 each ADDITIONAL MEDIA � Digital and static 135 interstate billboards; Citizen Connection distribution 45,000+; birthday party rental tabloid distribution 20,000; PeachJar digital flier distribution 8,728; texting message marketing; in-park signage and promotions; Denton Record-Chronicle Money Saver website coupon; email blasts distribution 20,000+ subscribers; regional online event and magazine calendars; social media marketing via Facebook and Twitter; influential marketing via US Family Bloggers 34 � UNITE, GROW, PLAY! Facebook, daily use 79% of Americans Facebook, 9,854 83% Female 17% Male City of Denton Population, 133,808 ti 69% of US women 67% of US men Facebook Reach • 86% Women 14% Men R 52% Women 48% Men AGES 1 18-49 1 AGES 25-44 Ages 18-34 88%, ages 18-29 84%, ages 30-49 Fan Profiles Women, ages 25-34 Women, ages 35-44 35%, ages 18-34 26%,ages17-under 16%, ages 35-50 � .�-�� . .� �� . , r�*� �. �� + ._ . �: � I I �" _ ., � • . . .. . �. �P f � -- -- -� r 1 • � �! . i . _ � -. --. ��._ - *` . ��'`- _ ■ � �� ' S � �� •■' Fr �� y� �— - - - �-�, ,-�-----. .. . � 1�----��. - ~ �-.a - --,.,� , "=�..t �::,� - _�T s � ';�,�_ ~ .�� __ � .. ,:t,�+�r www.dentonwaterworks.com �.___�_��_ �_�______-�__ _� _ - , . _ _ .� z UNITE, GROW, PLAY! � 35 , � � � � �� .:� � a — �� , _ _ _ - _ -� � r � � ��s �.+� ..: � � �. ;.' �y ' ' _ ' _T - +, �'� �„`�' � f � ' � � L s��.,� :�3, � ' r�) � � " , ...��',. `�""'; - � � ��• •... --- , 1 I '4r `.s�1►*---'.f -.q P+� rl � � ` � a rr. ,�\1 Y �i � w� -' • ��L �' � �� I� IJ�' � � � . � � � � T ��.rL � � F.L � � . 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