2018-010 FY16-17 Annual Aquatic ReportDate: January 26, 2018 Report No. 2018-010
INFORMAL STAFF REPORT
TO MAYOR AND CITY COUNCIL
SUBJECT:
Fiscal Year 2016 – 2017 Aquatic Center Annual Report
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@cityofdenton.com
UNITE, GROW, PLAY! | 1
AQUATIC CENTER
CITY OF DENTON | ANNUAL REPORT, FY 2016-2017
Happiness Comes In Waves
2 | UNITE, GROW, PLAY!
Denton Aquatic Center is a joint use
agreement facility between the City
of Denton and Denton Independent
School District.
MISSION | PARKS AND REC
To unite and grow lives by preserving
parks and encouraging play.
MISSION | DENTON ISD
Empowering lifelong learners to be engaged citizens who positively impact
their local and global community.CIRCA 2003
UNITE
GROW
PLAY
Denton NAT and Water Works Park, 2400 Long Rd., Denton, TX | (940) 349-8800 | www.dentonparks.com 3
FISCAL YEAR2016-2017
CONTENTS Year-End Operational
and Financial Report
4 | Executive Summary
6 | NAT and WWP Impact
8 | NAT Highlights
9 | WWP Highlights
10 | FY16-17 Performance Adjustments
14 | FY17-18 Efficiency Impacts
15 | FY17-18 Looking Ahead
17 | Aquatic Center Summary
18 | NAT and WWP Comparison Reports
20 | Revenue and Expense Report
21 | Combined Resource Summary
22 | Combined Expenditure Summary
23 | Expenditure Details Report
24 | FY15-16 vs FY16-17 Comparison
26 | Warranty, Maintenance, & Repair
28 | Capital Maintenance and Replacement
29 | Awards, 2003-2017
30 | Recruitment, Training, & Development
32 | FY16-17 Schedule of Fees
34 | Marketing Highlights
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 NATATORIUMThe 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 PARKThe 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.
EXECUTIVESUMMARY
4
5
IMPACTKids, 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
77,371
Daily Public Swimmers Served
8,411
After Hours Guests Served
1,461
Party/Rental Guests Served
1,546Splish Splash Guests Served
1,036
Program Participants Served
895
Denton Camp Kids Served
699
Multi-sport Athletes Served
DENTON NATATORIUM WATER WORKS PARK
6 | UNITE, GROW, PLAY!
NAT ATTENDANCE COMPARISON
g 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.
g 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.
g DISD Special Education | Strickland Middle School, Nelson Elementary, and
Borman Elementary brought 26 students and 15 instructors twice per week.
138,529 SERVED
FY16-17 HIGHLIGHTS | NAT Attendance
IMPACTS AND HIGHLIGHTS
NAT Attendance FY15-16 FY16-17 NetIncrease or Decrease Percent Increase or Decrease
Admissions 37,986 46,570 8,584 23%
Swim Classes 19,789 16,536 (3,253)(16%)
Water Aerobics 5,981 7,367 1,386 23%
Water Therapy 1,539 1,517 (22)(1%)
DISD & ISD Club 32,841 33,692 851 3%
Birthday Parties 4,200 2,863 (1,337)(32%)
US Masters Swim 5,486 4,151 (1,335)(24%)
Rentals 4,386 3,690 (696)(16%)
Other 7,346 7,301 (45)(0)
UNITE, GROW, PLAY! | 7
g 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 profi t.
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.
g Lifeguard Course | 200 NEW lifeguards were certifi ed by Denton Parks and Rec
staff through American Red Cross training courses and 100 additional lifeguards
were recertifi ed due to mandatory updates released by the American Red Cross.
g Fee Changes | NAT passes and daily admission were revised. The NAT family pass was discontinued and a discount was off ered if four or more
individual passes were purchased at the same time.
g Water Aerobics | The stand-alone water aerobics membership pass
was discontinued and classes were added as an amenity to the NAT pass.
g Program Addition | Staff added a Homeschool Denton Dolphins Swim Team session to fall programs.
g Contract Service | Contracted custodial services, eff ective July 1, 2017.
NAT Revenue | FY16-17 HIGHLIGHTS
NAT REVENUE COMPARISON
NAT Revenues FY15-16 FY16-17 Net Increase or Decrease Percent Increase or Decrease
Admissions $135,678 $122,628 ($13,050)(10%)
Aquatic Programs 263,674 246,657 (17,017)(6%)
Rentals 78,708 69,197 (9,511)(12%)
Merchandise 3,231 1,155 (2,076)(64%)
Concessions 5,201 2,565 (2,636)(51%)
Vendor Commission 248 40 (208)(84%)
Miscellaneous (495) (11)484 (98%)
Total $486,245 $442,231 ($44,014)(9%)
IMPACTS AND HIGHLIGHTS
8 | UNITE, GROW, PLAY!
g Admission Attendance Increase | WWP daily admission increased 6% or 4,386.
g NEW Wave Pool | A NEW 13,308 sq ft wave pool opened July 8 increasing park capacity by over 800.
g 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.
g Inclement Weather | WWP was impacted 23 of the 86 days scheduled to be open.
g Operational Impact | Due to changes to the DISD school calendar,
WWP was opened three fewer days than the previous year.
93,998 SERVED
FY16-17 HIGHLIGHTS | WWP Attendance
WWP Attendance FY15-16 FY16-17 Net
Increase or Decrease
Percent
Increase or Decrease
Admissions 72,985 77,371 4,386 6%
After Hour Rentals 10,329 8,411 (1,918)(19%)
Birthday Parties 1,705 1,461 (244)(14%)
Splish Splash Storytime 1,982 1,546 (436)(22%)
Denton Parks & Rec Camps 1,228 895 (333)(27%)
Special Events-Triathlon 635 699 64 10%
River Robics and Kayaking 988 1036 48 5%
WWP ATTENDANCE COMPARISON
IMPACTS AND HIGHLIGHTS
g Operational Impact |
WWP was opened three fewer days than the previous year.
UNITE, GROW, PLAY! | 9
g Revenue Increase | Overall net increase 20% or $168,141.
g Admission Revenue Increase | Admission net increase 26% or $152,010.
g Concession Revenue Increase | Concessions net increase 14% or $16,292.
g NEW Wave Pool | A NEW 13,308 sq ft wave pool opened July 8 and the
newly constructed concession stand will open summer 2018.
g 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.
g Fee Adjustments | Due to wave pool and concession construction delays,
season passes and daily admission refl ected 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.
g 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.
g Contractor Revenue | Snow cone vendor contract generated $4,708 net profi t.
WWP Revenue | FY16-17 HIGHLIGHTS
Revenues FY15-16 FY16-17 Net
Increase or Decrease
Percent
Increase or Decrease
Admissions $574,610 $726,620 $152,010 26%
Rentals 85,130 81,504 (3,626)(4%)
Gift Shop 14,632 13,295 (1,337)(9%)
Locker Rentals 9,977 8,212 (1,765)(18%)
Concessions 119,445 135,737 16,292 14%
Aquatic Programs 22,045 28,546 6,501 29%
Vendor Commission 4,642 4,708 66 1%
Total $830,481 $998,622 $168,141 20%
WWP REVENUE COMPARISON
IMPACTS AND HIGHLIGHTS
10 | UNITE, GROW, PLAY!
Revised fees on the
WWP concessions menu that resulted
in a $16,292
revenue increase.
Adjusted WWP season
pass and admission fees and generated a
$152,010 increase in
admission revenues.
13,308 SQ FT WAVE POOL OPENED
The wave pool, surrounding deck,
and new shade structures increased
park capacity by over 800 guests
Increased effi ciency
and reduced maintenance costs with parking lot UV light
replacements.
60% cost recovery
3% increase
from FY 15-16
Increased cost recovery
and salary savings viasupplemental package
for position approvals.
Increased hiring
effi ciency by hosting
a job fair in February that resulted in 75 temp
seasonal interviews.
Discounted WWP season
pass and admission
due to wave pool construction delays;
discount expired July 10.
Lifeguard Course Revenue Increase
Off ered lifeguard course enrollment
discount for American Red Cross
course and implemented recruitment
strategies that resulted in 200
additional lifeguard certifi cations.
Increased value of
NAT admission by
including water aerobics
resulting in an increasein class attendance.
FEE ADJUSTMENTS
Season passes, admission
fees, and rental fees.
See pages 32-33
Improved security at the
NAT and WWP by replac-
ing several analog security
cameras with updated
digital system cameras.
FY16-17 | Performance Snap Shot
UNITE, GROW, PLAY! | 11
g Implemented new WWP season pass, daily admission, and rental fee
increases to refl ect the added value of the newly constructed wave pool
and concession stand and to cover increases in operating expenses.
g 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.
g Revised The Pineapple Delight concession menu, added food items,
and increased prices that resulted in an increase in revenues of $16,292.
g 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.
g Implemented an enrollment discount for the lifeguard certifi cation course
to increase recruitment eff orts to accommodate the need for additional lifeguards.
g Hosted a City-wide job fair in February in an eff ort to increase recruitment and generated leads that resulted in 75 on-the-spot interviews for various positions.
g Installed six new shade structure cabanas that outline the wave pool deck.
g Off ered season “pass perks” as added value to the WWP season pass in an eff ort
to increase revenues. Perks included family/friend coupons, souvenir cup with
$1 refi lls, $30 off party rental discount, and 10 percent discount off gift shop items.
g Began overhead UV light replacements in the parking lot and water park
to improve operational effi ciency and reduce maintenance costs.
g Replaced several analog security cameras with updated digital cameras
to enhance and improve security at the WWP and NAT.
g Submitted and received supplemental funding for staff , equipment, and supplies needed to operate the new wave pool and concession stand.
g Maximized the wave pool opening by promoting end of season daily admission
coupons on historically low attended weekdays in an eff ort to increase attendance
at the end of the season.
g Implemented and promoted “Flashback Fun” after the wave pool opened, a new off -peak hours discount that off ers last year’s daily admission rates.
Performance Adjustments to Meet Financial Goals | FY16-17
WWP PERFORMANCE ADJUSTMENTS
12 | UNITE, GROW, PLAY!
Dallas Child/North Texas Child | Distribution of 18,000 in NTXSuburban Parent | Distribution 130,000 monthly; readership 300,000+ monthly
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% CTR average | 13% CTOR average
FY16-17 | Promotions Snap Shot
UNITE, GROW, PLAY! | 13
g In response to unexpected wave pool construction delays, marketing
and advertising strategies were modifi ed in an eff ort 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
g 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
g 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 off set negative publicity stemming from delays.
g In an eff ort 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.
g Due to the lack of an opening date commitment, wave pool announcement
marketing strategies shifted from primarily print advertising to social media.
2,375 mobile and texting club admission coupons redeemed
in a fi ve day period with the following social insights:
Reach, 55,153 | Engagements, 1,526 | Link Clicks, 345 | Shares, 508
g 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
Performance Adjustments to Meet Financial Goals | FY16-17
ADJUSTMENT HIGHLIGHTS
in a fi ve day period with the following social insights:
Reach, 55,153 | Engagements, 1,526 | Link Clicks, 345 | Shares, 508
g
the following insights in less than 24 hours:
Reach, 38,432 | Engagements, 676 | Link Clicks, 206 | Shares, 119
WWP PROMOTIONAL ADJUSTMENTS
14 | UNITE, GROW, PLAY!
CIVIC REC SOFTWARE MIGRATION
NEW recreation management software that will
provide the following effi ciencies and cost savings:
g Increase revenue via online ticket and pass sales
g Increase revenue via online program registration
g Increase revenue and effi ciencies via online cabana rentals
g Increase revenue via online party rentals and reservations
KRONOS SOFTWARE MIGRATION
NEW payroll software that will provide
the following effi ciencies and cost savings:
g Increase time management effi ciencies
g Reduce the cost of workfl ow management
g Increase processes with self-service features
g 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 effi ciency of operations:
g Installed eight new LED light fi xtures in NAT entrance
g Converted overhead NAT four foot light bays to LED
g Converted parking lot security lights to new LED light fi xtures
g Reduced annual maintenance costs and energy consumption
2018 PROS CONSULTING EFFICIENCY STUDY
2018 NEEDS ASSESSMENT SURVEY
EFFICIENCY IMPACTS
FY17-18 | Looking Ahead
UNITE, GROW, PLAY! | 15
LOOKINGAHEAD
ATTENDANCE IMPACTS
g Increase DISD school swim lessons and
water safety education reach via partnership
g Increase wave pool programs to include
swim lessons and lap swimming
g Increase NAT swim lesson time slots
for group and private lessons
g Increase TAAF Denton Dolphin swim team
enrollment by opening an additional lane
PROMOTION IMPACTS
g Increase sponsorship and grant opportunities
g Update strategic marketing plan with an
increase in digital and social media strategies
g Update strategies related to updated Denton
Parks and Recreation Master Plan
g Increase and improve employment recruitment
g Increase email marketing reach
g Implement new in-park promotional signage
OPERATION & REVENUE IMPACTS
g Open NEW concession stand
g Review WWP and NAT fee structures and daily
admission and recommend changes as needed
g Increase online sales via new Civic Rec software
g Increase outdoor water park program options
g Assume snow cone sales from contract option
g Add additional cabanas and cabana services
g Add youth multi-sport programming
g Increase group sales via new marketing strategies
g Consider the implementation of a cooler fee
g Contract Global Management Amusement
Professionals for new menu development
and staff training
g Make adjustments as needed per TX Dept.
of State Health Services codes for public
swimming pools and spas
FY17-18
Attendance, Promotion,Operation, and Revenue
IMPACTS
16 | UNITE, GROW, PLAY!
GO! Flower Mound | 40,000 mailed to residents in FM, Highland Village, Lantana, Argyle, Bartonville,
Copper Canyon, Double Oak, Lewisville (partial)
GO! Denton | 40,000 mailed to residents in Denton, Corinth, Lake Dallas, Hickory Creek, Shady Shores, Argyle, Robson Ranch
GO! Frisco | 40,000 mailed to residents in Frisco, Castle Hills, Little Elm, and The Colony
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
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
FY16-17 | Direct Mail Snap Shot
UNITE, GROW, PLAY! | 17
Aquatic Center Summary | FY16-17
ATTENDANCE NAT WWP TOTAL
Admissions 46,570 77,371 123,941
Programming 30,805 4,929 35,734
Rentals and Events 11,103 10,767 21,870
DISD Practices and Events 33,692 0 33,692
Contracted Services-Water Therapy 1,517 0 1,517
Subtotal 123,687 93,067 216,754
Program Spectators (estimate)14,842 931 15,773
Grand Total for All Attendance 138,529 93,998 232,527
EMPLOYEE COUNT
Temp Seasonal 268
Full-Time 8
Total Employees 276
GENERAL INFO FOR BOTH FACILITIES
Accidents or Incidents 78
EMS Activated by 911 8
First Aid Rendered 608
Water Rescues 92
Miscellaneous or Trespassed 5
NAT AND WWP OPERATIONAL DAYS
NAT | Oct. 1, 2016 to Sept. 30, 2017
Days Open 356
Overall Average Daily Admissions 389
WWP | May 20, 2017 to Sept. 4, 2017
Days Open 86
(Lost three days due to DISD school calendar changes)
Overall Average Daily Admissions 890
Fair Weather Average Daily Admissions 1,062
Days Affected by Weather 23
Days Fully Closed 0
AQUATIC CENTER SUMMARYNAT AND WWP, FY16-17
ATTENDANCENAT COMPARISON REPORT
OPERATING SEASON FY 11-12 FY 12-13 FY 13-14 FY 14-15 FY 15-16 FY 16-17
PREVIOUS YEAR 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 YEAR 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
PREVIOUS YEAR 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
Water Therapy 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
PREVIOUS YEAR 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
PREVIOUS YEAR NET CHANGE
Birthday Parties 173 176 192 218 242 208 (34)
Birthday Party Attendance 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 FY 11-12 FY 12-13 FY 13-14 FY 14-15 FY 15-16 FY 16-17
PREVIOUS YEAR NET CHANGE
Total Programs, etc.13,860 13,648 13,392 13,886 14,346 14,842 496
TOTAL NAT ATTENDANCE 125,370 127,384 124,992 129,604 133,900 138,529 4,629
Total Days Open 355 357 355 355 359 356 (3)
Daily Avg Attendance 353 357 352 365 373 389 16
FY11-12 TO FY16-17 | Attendance
18 | UNITE, GROW, PLAY!
Attendance | FY11-12 TO FY16-17
ATTENDANCEWWP COMPARISON REPORT
OPERATING SEASON FY 11-12 FY 12-13 FY 13-14 FY 14-15 FY 15-16 FY 16-17
PREVIOUS YEAR NET CHANGE
Opening Day 5/19/2012 5/18/2013 5/17/2014 5/23/2015 5/21/2016 5/20/2017
Closing Day 9/3/2012 9/2/2013 9/1/2014 9/7/2015 9/5/2016 9/4/2017
WWP ADMISSION FY 11-12 FY 12-13 FY 13-14 FY 14-15 FY 15-16 FY 16-17
PREVIOUS YEAR NET CHANGE
Total Gate Admissions 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 YEAR NET CHANGE
Total Rentals/Camps 21 24 25 24 24 27 3
Cabana Rentals, circa 2015 214 286 263 (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
PREVIOUS YEAR NET CHANGE
Birthday Parties 60 69 80 128 131 112 (19)
Birthday Party Attendance 902 1,002 1,040 1,553 1,705 1,461 (244)
Total Party 902 1,002 1,040 1,553 1,705 1,461 (244)
PROGRAMS FY 11-12 FY 12-13 FY 13-14 FY 14-15 FY 15-16 FY 16-17
PREVIOUS YEAR NET CHANGE
River Robics/Kayaking 932 893 656 1,283 988 1,036 48
Splish Splash Story Time 2,665 1,900 1,585 2,015 1,982 1,546 (436)
Triathlon, circa 2016 0 0 0 0 635 699 64
Special Events 140 187 0 5 0 0 0
Training 510 295 196 288 240 1,648 1,408
Total Programming 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
PREVIOUS YEAR 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 88 88 89 86 (3)
Daily Average Attendance 943 1,014 959 1,179 1,022 890 (132)
Fair Weather Average 1,096 1,143 969 1,055 970 1,062 92
Weather Impact Days 22 19 32 17 21 23 2
Full Closure Days 2 2 1 1 1 0 (1)
* FY14-15 Lakes were closed all summer due to floods
UNITE, GROW, PLAY! | 19
GENERAL FUNDREVENUE & EXPENSE REPORT
FY16-17 | Schedule of Unaudited Revenue and Expenses
Schedule of Revenues & Expenses | Unaudited
Period Ending Sept. 30, 2017
REVENUES NATATORIUM WATER PARK HOT FUNDS COMBINED TOTAL
Facility Rentals $69,197 $81,504 $150,701
Admission $122,628 $726,620 $849,248
Gift Shop $1,155 $13,295 $14,450
Concessions $2,565 $135,737 $138,302
Vendor Commission $40 $4,708 $4,748
Locker Rentals $8,212 $8,212
Aquatic Programs $246,657 $28,546 $275,203
Miscellaneous ($11) ($11)
TOTAL REVENUE $442,231 $998,622 $1,440,853
EXPENDITURES NATATORIUM WATER PARK HOT FUNDS COMBINED TOTAL
Personal Service $918,270 $556,892 $1,475,162
Materials and Supplies $74,188 $170,645 $244,833
Maintenance and Repairs $75,843 $76,093 $151,936
Operations $254,913 $137,885 $30,470 $423,268
Administrative Transfer to GF $105,621 $10,250 $115,871
Insurance $7,817 $5,212 $13,029
Capital Outlay
Expenditures before depreciation $1,436,652 $956,977 $30,470 $2,424,099
Net Income (Loss) before debt service ($994,421) $41,645 ($30,470) ($983,246)
DISD Aquatics Club Net Income (Loss) $3,841
REIMBURSEMENT CALCULATION:
DISD Share (50% of COD (Net Income) Loss Before Debt Service) $491,623
City of Denton Share (50% of DISD Aquatics Club Program Net Income Loss) $1,921
TOTAL DISD REIMBURSEMENT $493,544
EXPENDITURES NOT INCLUDED IN CALCULATION:
Debt Service Expense $59,689 $39,140 $98,829
20 | UNITE, GROW, PLAY!
General Fund Report | FY16-17
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:
g Actual NAT revenues for FY16-17 decreased by ($44,014) versus FY15-16 Actuals and increased by $31,646 versus FY16-17 Budgeted.
g 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.
g 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.
g 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.
g 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.
g WWP concessions increased $16,292 due to an increase in pricing and sale of product.
g 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).
g WWP Actual revenues decreased by ($456,028) versus FY16-17 Budgeted due to construction delays which postponed the opening of the wave pool until July 8. In addition, the concession stand was not completed during summer 2017, which impacted projected concessions revenue.
GENERAL FUNDCOMBINED RESOURCE SUMMARY
UNITE, GROW, PLAY! | 21
EXPENDITURE SUMMARY
FY16-17 | Combined Expenditure Summary
COMBINED FY 11-12 FY 12-13 FY 13-14 FY 14-15 FY 15-16 FY 16-17 FY 16-17
EXPENDITURES ACTUAL ACTUAL ACTUAL ACTUAL ACTUAL BUDGETED ACTUAL
Personal Services $1,050,435 $1,145,511 $1,162,731 $1,220,654 $1,329,001 $1,740,343 $1,475,162
Materials & Supplies $184,363 $211,643 $163,699 $225,008 $237,257 $378,991 $ 244,833
Maintenance & Repair $90,911 $151,176 $217,573 $123,705 $154,323 $179,662 $151,936
Insurance $35,766 $34,743 $42,497 $42,746 $43,078 $39,643 $13,029
Miscellaneous
Operations (includes HOT Funds) $374,457 $398,323 $388,044 $412,138 $462,594 $480,680 $423,268
Admin. Transfer to General Fund $64,068 $96,609 $150,004 $88,639 $98,133 $115,871 $115,871
Capital Outlay $14,535 $56,509 $28,740
TOTAL EXPENDITURES $1,814,535 $2,038,005 $2,181,057 $2,141,630 $2,324,386 $2,935,190 $2,424,099
Depreciation numbers changed to Debt Service numbers FY12-13 $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:
g Overall, Aquatic Fund Actual expenditures were ($511,091) less than Budgeted for FY16-17
g WWP total expenditures were ($448,916) lower than budgeted due to construction delays
which resulted in a decrease in personal services of ($232,447)
g WWP Materials and Supplies decreased ($104,200)
g WWP Maintenance and Repair decreased ($29,619)
g WWP Insurance decreased ($10,646)
g WWP Operations decreased ($72,004)
g NAT total expenditures were ($92,642) lower than budgeted
g NAT Personal Services decreased ($32,734)
g NAT Materials and Supplies decreased ($29,958)
g NAT Maintenance and Repair increased $1,893
g NAT Insurance decreased ($15,968)
g NAT Operations decreased ($15,879)
g 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.
COMBINED COMPARISON REPORT
22 | UNITE, GROW, PLAY!
EXPENDITURE DETAILS
EXPENDITURES FY 11-12 FY 12-13 FY 13-14 FY 14-15 FY 15-16 FY 16-17 FY 16-17
NAT | 207001 ACTUAL ACTUAL ACTUAL ACTUAL ACTUAL BUDGET ACTUAL
Personal Service $740,393 $817,809 $838,444 $860,596 $924,458 $951,004 $918,270
Materials & Supplies $76,876 $101,189 $85,407 $92,611 $91,975 $104,146 $74,188
Maintenance & Repairs $45,743 $75,207 $147,743 $52,240 $78,411 $73,950 $75,843
Insurance $21,460 $20,846 $25,498 $25,648 $25,847 $23,785 $7,817
Operations $229,181 $249,097 $242,892 $251,617 $261,604 $270,791 $254,913
Administrative Transfer to GF $62,508 $80,034 $75,196 $87,014 $96,633 $105,621 $105,621
Capital Outlay $12,629 $50,213 $21,350
TOTAL EXPENDITURES $1,188,790 $1,344,182 $1,465,393 $1,391,076 $1,478,928 $1,529,297 $1,436,652
DEBT SERVICE $64,883 $67,863 $65,663 $63,663 $61,831 $64,837 $59,689
TOTAL INCLUDING DEBT SERVICE $1,253,673 $1,412,045 $1,531,056 $1,454,739 $1,540,759 $1,594,134 $1,496,341
EXPENDITURES FY 11-12 FY 12-13 FY 13-14 FY 14-15 FY 15-16 FY 16-17 FY 16-17
WWP | 207002 ACTUAL ACTUAL ACTUAL ACTUAL ACTUAL BUDGET ACTUAL
Personal Service $310,042 $327,702 $324,287 $360,058 $404,543 $789,339 $556,892
Materials & Supplies $107,487 $110,454 $78,292 $132,397 $145,282 $274,845 $170,645
Maintenance & Repairs $45,168 $75,969 $69,830 $71,465 $75,912 $105,712 $76,093
Operations (includes HOT Funds) $145,276 $149,226 $145,152 $160,521 $200,990 $209,889 $168,355
Administrative Transfer $1,560 $16,575 $74,808 $1,625 $1,500 $10,250 $10,250
Insurance $14,306 $13,897 $16,999 $17,098 $17,231 $15,858 $5,212
Capital Outlay $1,906 $6,296 $7,390
TOTAL EXPENDITURES $625,745 $693,823 $715,664 $750,554 $845,458 $1,405,893 $987,447
DEBT SERVICE $31,703 $36,595 $34,349 $36,618 $35,604 $39,140 $39,140
TOTAL INCLUDING DEBT SERVICE $657,448 $730,418 $750,013 $787,172 $881,062 $1,445,033 $1,026,587
NOTE: WWP Operations ACTUAL includes HOT Funds beginning with FY10-11
Expenditure Details| FY16-17
NAT & WWP COMPARISON REPORT
UNITE, GROW, PLAY! | 23
24 | UNITE, GROW, PLAY!
FY15-16 VS FY16-17
OVERALL 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 fi ve 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 reclassifi cation 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.
OVERALL MATERIALS AND SUPPLIES INCREASED BY $7,576
NAT Expenditures Deceased by $17,787
Offi ce 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, fi rst 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.
ACTUALS | Expense Comparison Highlights
ACTUAL COMPARISONACTUAL COMPARISON
UNITE, GROW, PLAY! | 25
OVERALL MAINTENANCE AND REPAIR DECREASED BY $2,387
NAT Expenditures Decreased by $2,568 for pool maintenance supplies.
WWP Expenditures Increased by $182 due to purchasing wave pool supplies.
INSURANCE DECREASED BY $30,049
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.
OVERALL OPERATIONS DECREASED BY $39,326
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.
OVERALL ADMIN. TRANSFER TO THE GF INCREASED BY $17,738
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.
Expense Comparison Highlights | ACTUALS
ACTUAL COMPARISONACTUAL COMPARISON
FY15-16 VS FY16-17
26 | UNITE, GROW, PLAY!
FY16-17 | Completed NAT Projects
g Replaced fi ve backwash valves on fi ltration system
g Replaced auto fi ll water valve on the leisure pool
g Completed preventative maintenance for both UV systems
g Replaced the start block platforms and covers
g Repaired dive stands
g Repaired damaged concrete in parking lot
g Replaced the backwash pumps
g Began installing new LED overhead light fi xtures in the parking lot
g Replaced seven analog security cameras with updated digital system cameras
g Set up preventative maintenance schedule for both pool heaters
g Repaired the Dectron drive belts and fan motor
g Replaced dryers for Dectron HVAC as part of preventative maintenance
g Continued preventative maintenance for the Dectron Dehumidifi cation/HVAC
System performed by manufacturer representatives
g Completed $2.6M construction of the 13,308 sq ft wave pool Opened July 8, 2017
g Completed 1,425 sq ft construction of a full-service concession stand scheduled to open summer 2018
g Installed six additional cabanas on wave pool deck
g Purchased new cabana furniture for the wave pool deck
g Installed two new shade structures on the wave pool deck
g Purchased chase lounges for the two new wave pool shaded areas
g Replaced lounge chairs
g Repaired and cleaned water slides
g Repaired expansion joints and tiles on the lazy river
g Replaced one of the SCS landing pads
g Installed LED lights on slide tower
g Painted all the pools, lazy river, slides, children’s play pool
g Replaced all three backwash pumps
g Added CO2 to children’s pool and slide catch pool
g Replaced two analog security cameras with digital system cameras
FY16-17 | Completed WWP Projects
FY16-17 | Warranty, Maintenance, and Repairs
Dectron HVAC | NAT dehumidifi cation system that maintains heat, ventilation, air conditioning,
and humidity in order to control air quality. Supplements pool water temperature.
26 | UNITE, GROW, PLAY!
UNITE, GROW, PLAY! | 27
g Replace damaged locker doors
g Replace two pool controllers
g Convert Dectron refrigerant system from R22 to R407c
g Continue replacing LED light fi xtures throughout the NAT
g Replace remaining analog security cameras with
updated digital system
g Continue installing new LED overhead light fi xtures in the parking lot
g Replace both water fountains on the pool deck for
competition & leisure pools
g Schedule preventative maintenance performed by manufacturer
representatives for both of the Lochinvar pool heaters to increase
longevity of the heaters
g Continue preventative maintenance for Dectron
HVAC System by manufacturer representative
g Paint children’s pools
g Install bulk CO2 tanks
g Replace water fountains
g Replace three pool controllers
g Repair expansion joints in the lazy river
g Repair tiles around the lazy river
g Repair and replace river booster pump and feature pump
g Replace fl ooring in men’s and women’s bathrooms
g Purchase and install four additional cabanas
g Replaced analog security cameras with updated digital system
g Install new digital security cameras in the new concession stand,
gift shop, and around the wave pool
g Install railing around caisson roof top and paint the roof top
g Explore the possibility of replacing existing outdoor lockers
and adding larger lockers
Warranty, Maintenance, and Repairs | FY17-18
FY17-18 | Scheduled NAT Projects
FY17-18 | Scheduled WWP Projects
UNITE, GROW, PLAY! | 27
28 | UNITE, GROW, PLAY!
FY16-17 | Capital Maintenance and ReplacementCAPITALMAINTENANCE AND
REPLACEMENT SCHEDULE
NAT AND DISD
Denton Parks and Rec will work closely with DISD to update the
Natatorium Capital Maintenance and Replacement Schedule.
g Replace Dectron HVAC System | 15 years old; life expectancy 20 years
g Submitted a quote to DISD to replace entire system
g Replace four HVAC rooftop units | 15 years old; life expectancy 15-20 years
g Replaster competition pool | 15 years old; life expectancy 20 years
g Relocate security cameras in parking lot and connect to Wi-Fi
Dectron HVAC is the NAT dehumidifi cation 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 defi nite, but tend to be based
on the normal expected lifespan of service for equipment and/or structures.
g Replace three slides on the slide tower | 15 years old; life expectancy 20 years
g Replace booster pumps switch
UNITE, GROW, PLAY! | 29
g TRAPS State Media Excellence Award for Water Works Park website design
g Best of Denton: Voted Second Best Children’s Birthday Party Venue
g 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
g Texas Public Pool Council Special Event of the Year | Triathlon/Splash & Dash
g TRAPS Region 2 Excellence in Program Award | Aquatic Explorer Camp
g Davey’s Award: Environmental Graphic Design | The Pineapple Delight Menu
g DRC Best of Denton | Voted Best Children’s Birthday Party Venue
g North Texas Child Magazine | Voted Best Swimming Parties in Denton County
g Best of Denton County Award | Voted Best Water Park
g 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
g Texas Public Pool Council Safety Program of the Year | Aquatic Explorer Camp
g Texas Public Pool Council Safety Class I | Agency of the Year
g Best of Denton County Award | Voted Best Water Park
g Davey’s Award Environmental Graphic Design | Civic Center Pool Height Sign
g 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
g Texas Public Pool Council Safety Class I | Agency of the Year
g Best of Denton County Award | Voted Best Water Park
g 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
g Best of Denton County Award | Voted Best Water Park
g Texas Public Pool Council Safety Program of the Year | Integrated Lifeguard
and Kayaking skills to modify rescue techniques in open water events
g TRAPS Region 2 Social Media Award | WWP Facebook Photo Contest
g The Little Elm Journal Reader’s Choice Poll | Voted Best Water Park
g Davey’s Awards by the Academy of Interactive & Visual Arts | Commercial
g World Waterpark Association International Wave Review Awards
» Best Billboard | Water Works Park
» Best Print Media | Water Works Park
» Best Broadcast Commercial | Water Works Park
g Denton Record Chronicle | Voted “Best Place in Denton to Take the Family”
g TRAPS Region 2 Excellence in Program Award | Splish Splash Storytime
g Texas Public Pool Council Safety Class II | Agency and Program of the Year
g Aquatics Intern. Magazine Award | Best Indoor/Outdoor Aquatics Centers
g National Recreation and Park Association Award | Excellence in Aquatics
g TRAPS Region 2 Lone Star Program Award | Splish Splash Storytime
g TRAPS Region 2 Excellence in Program Award | WWP Family Fun Nights
g NRPA National Gold Medal Award | Excellence in Park & Recreation
g TRAPS Region 2 Best Web Site and Promotional Award | Water Works Park
2017
2016
2015
2014
2013
2012
2011
2009
2008
2007
2006
2003
Program, Facility, Marketing, and Design Awards | 2003-2017
30 | UNITE, GROW, PLAY!
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
Preseason Training Included:
• Cash Handler Training
• Concessionaire Training
• Water Park Lifeguard Certifi cation
• Party Host Training
• Two-week hands-on facility training for
pool managers and assistant pool managers
EMS personnel attended WWP lifeguard orientationand 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.
FY16-17 | Recruitment, Training, and Development
A GREAT PLACE
TO WORK
UNITE, GROW, PLAY! | 31
Recruitment, Training, and Development | FY16-17
American Red Cross TrainingDenton Parks and Rec hosts the following certifi cation courses annually for both recruitment and revenue:
• Lifeguard Certifi cation
• Lifeguard Instructor Trainer
• Water Safety Instructor
Annual training is maximized to improve teaching skills and ensure instructors are consistently utilizing teaching progressions specifi ed by American Red Cross. Employee recognition is also incorporated into in-service training.
Mayor’s Summer Youth Jobs ProgramSince 2015, WWP has benefi ted 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.
From 2015 to 2017, fi ve students were paired up with the water park to work as cashiers and concessionaires. Experiences included being trained, tested, and certifi ed as a Food Handler
from the City of Denton Health Department.
RecruitmentFebruary 2017, Denton Parks and Rec hosted a summer job fair. Candidates were able to view open seasonal positions, apply on site or online, and interview on-the-spot.
Aquatics interviewed 75 applicants and benefi ted 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 ToolsWHENTOWORK APPLICATIONSince 2011, pool managers have utilized WhenToWork to effi ciently post and manage staff schedules online. Benefi ts 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.
PROGRESSION PLANSince 2012, staff have benefi ted from a progression plan in an eff ort to maintain competitive rates of pay, help improve the recruitment of qualifi ed personnel, reward leading performers, and to help retain experienced staff .
32 | UNITE, GROW, PLAY!
FY16-17 | City Council Approved Schedule of Fees
NAT ADMISSION FEES Resident Nonresident
DAILY ADMISSION
Kids, ages 2 and under Free Free
Kids, ages 3-15 $3 $4
Teen and adults, ages 16 and older $4 $5
MEMBERSHIPS (SOLD INDIVIDUALLY)
One Month | purchase 1-3 $20 $25
One Month | purchase 4+ $15 $20
Four Month | purchase 1-3 $60 $65
Four Month | purchase 4+$50 $55
12-Month | purchase 1-3 $120 $125
12-Month | purchase 4+$90 $95
PUNCH PASSES
10 Punch Pass | kids, ages 3-15 $25 $30
10 Punch Pass | teen-Adult, ages 16+ $30 $35
20 Punch Pass | kids, ages 3-15 $50 $55
20 Punch Pass | teen-Adult, ages 16+ $60 $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.
NAT FEES, FY16-17
NAT RENTAL FEES Resident Nonresident
AFTER HOURS: TWO-HOUR EXCLUSIVE RENTALS
Guest attendance, under 100 $250 $280
Guest attendance, 101-199 $350 $380
Guest attendance, 200-299 $450 $480
Guest attendance, 300-400 $550 $580
AFTER HOURS: EACH ADDITIONAL HOUR
Guest attendance, 100 or less $100 $110
Guest attendance, 101-199 $125 $160
Guest attendance, 200-299 $150 $210
Guest attendance, 300-400 $175 $260
NAT ROOM RENTALS
Hourly fee for room $75 $80
Hourly fee for table and chairs (two tables and 20 chairs)$25 $30
COMPETITION POOL RENTALS
Hourly; 7 swimmers max per lane $10 $10
Half-Day; 4 hours /day $400 $400
Full-Day; Sat. or Sun., 4 hours/day $800 $800
Weekend Sat. & Sun., 8 hours/day $1,500 $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.
UNITE, GROW, PLAY! | 33
City Council Approved Schedule of Fees | FY16-17
WWP ADMISSION FEES Resident Nonresident
City Council approved fees activated after the wave pool opened July 10, 2017.
DAILY ADMISSION
Kids, ages 2 and under Free Free
Non-swimmers $5 $5
Under 48 inches $13 $15
48 inches and taller $17 $19
MONTHLY PASSES (SOLD INDIVIDUALLY)
One Month | purchase 1-3 $30 $35
One Month | purchase 4+$25 $30
SEASON PASSES (SOLD INDIVIDUALLY)
Preseason discount | purchase 1-3 $65 $70
Preseason discount | purchase 4+ $55 $60
Season | purchase 1-3 $75 $80
Season | purchase 4+$65 $70
WWP TEMPORARY FEE ADJUSTMENTS
City Council approved fee adjustments until the wave pool opened July 10, 2017.
DAILY ADMISSION
Kids, ages 2 and under Free Free
Non-swimmers $5
Under 48 inches $7 $9
48 inches and taller $11 $13
MONTHLY PASSES (SOLD INDIVIDUALLY)
One Month | purchase 1-3 $30 $35
One Month | purchase 4+$25 $30
SEASON PASSES
Individual $65 $70
Family $200 $200
ON-GOING ADMISSION DISCOUNTS
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 $3 off admission
Groups with 30 to 99 guests $4 off admission
Groups with 100+ guests $5 off admission
WWP RENTAL FEES Resident Nonresident
PAVILION RENTALS
South Pavilion, hourly $75 $85
North Pavilion + adj. grounds $150 $160
AFTER HOURS: TWO-HOUR EXCLUSIVE RENTALS
$100 fee for outside caterers; in-park food service priced by group.
Guest attendance, 400 or less $1,250 $1,270
Guest attendance, 401-600 $1,400 $1,420
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
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
Guest attendance, 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
BIRTHDAY PARTY RENTALS
Lil’ Island Party | 15 swimmers $230 $230
Big Island Party | 25 swimmers $375 $375
Cabana Party | 15 swimmers $330 $330
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.
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.
WWP FEESFY16-17
2,508
coupon downloads
2,440
review downloads
INFLUENCE MARKETING | HIGHLIGHTS
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
"MY 2 Cents!! Its definitely worth the drive! We drove more
than an hour to get there from our home town!! My family
and my first impression of the park is how clean it as!!"
North Texas Blogger, 11,000+ likes
Y 2 C"MY
88% consumers
find online reviews
as trustworthy
as personal
recommendations.
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%
Referral traffic
from Facebook
up from 8%
Referral traffic
from DFWChild.com
up from 17%
Referral traffic from
Cityofdenton.com
down from 48%
245,595
Pageviews up 3.63%
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
Primary Target
34%
31% | ages 35-44 30% | ages 25-34 Traffic locations
34% | Dallas
24% | Denton
Female, ages 24-50
with kids, ages 2-16
Mobile equipped; favors
quality family time, while on
the lookout for good deals
Blogger Report
Facebook, daily use
79% of Americans
AGES 18-49
69% of US women
67% of US men
88%, ages 18-29
84%, ages 30-49
Facebook Reach
86% Women
14% Men
Facebook, 9,854
83% Female
17% Male
Fan Profiles
Women, ages 25-34
Women, ages 35-44
AGES 25-44
City of Denton
Population, 133,808
52% Women
48% Men
Ages 18-34
35%, ages 18-34
26%, ages 17-under
16%, ages 35-50D
FY16-17 | Marketing Highlights
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 I35 interstate billboards; Citizen Connection distribution 45,000+; birthday party rental tabloid distribution 20,000; PeachJar digital fl ier 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; infl uential marketing via US Family Bloggers
34 | UNITE, GROW, PLAY!
www.dentonwaterworks.com
UNITE, GROW, PLAY! | 35
Water Works Park, 2400 Long Rd. Denton, TX | (940) 349-8800
PARD, 01/18 • ADA/EOE/ADEA TDD (800) 735-2989 • www.cityofdenton.com