2018-115 Water Park Recreational Pass and Gym MembershipsDate: August 31, 2018 Report No. 2018-115
INFORMAL STAFF REPORT
TO MAYOR AND CITY COUNCIL
SUBJECT:
Water Works Park (WWP), Recreational Pass, and Gym membership information.
EXECUTIVE SUMMARY:
On August 28, 2018, the Parks and Recreation Department (PARD) presented a work session
regarding the general fund fee schedule. The City Council requested historical information on
yearly attendance, a breakdown of attendees by height, and the number of membership pass
holders at WWP. Additionally, information was requested on recreation pass holders and any
impact of privately owned / commercial gyms on the fitness programs at recreations centers.
BACKGROUND:
Over the last six years, the average annual attendance for WWP is 74,128. The year-to-year actuals
are as follows:
Fiscal
Year
FY 11-12 FY 12-13 FY 13-14 FY 14-15 FY 15-16 FY 16-17 FY 17-18
Projected
Total
Gate
Admission
70,718 70,520 69,794 83,382 72,985 77,371 72,000
In FY 14-15, the spike in attendance is attributed to the closure of state and local recreational lakes
in the area. Additionally, WWP experienced an increase of approximately 102 people per day in
FY 16-17 from July 8, 2017, through Labor Day immediately after the opening of the wave pool.
All categories of general attendance are listed as over 48 inches and under 48 inches due to the
pricing structure. This breakdown does not apply to memberships or pass holders, as those rates
are flat fees. The table below provides details on attendance for the current summer season through
August 29th:
Water Works Park Percentage
of
Admissions
Admission Type
Resident Over 48 inches 34.79%
Resident Under 48 inches 7.12%
Non-Resident Over 48 inches 8.92%
Non-Resident Under 48 inches 1.82%
Under 2 2.53%
Non Swimmers 1.44%
Rain Check 0.22%
Membership (Pass holders) 43.16%
Date: August 31, 2018 Report No. 2018-115
As presented on August 28, 2018, the number of seasonal passes has increased over prior years
and comprises a large percentage of attendance totals. Season passes are a flat fee per individual.
The individual price decreases as more passes are purchased. While the increase in seasonal passes
is a positive trend and drives up attendance, the pass as a source of revenue has a peak period
beginning just before park opening and into the first month. After that period, sales drop and the
revenue becomes flat. An additional promotion was recommended to market season passes as
holiday gifts and will be included in the updated fee schedule in the next fiscal year. Below is the
current season pass price structure and the number of WWP pass holders within each category:
WWP Seasonal Passes Preseason Discount Seasonal Pass Monthly Pass
Pass Units Purchase 1-3 / $65 ea. Purchase 1-3 / $75 ea. Purchase 1-3 / $30 ea.
Pass Units Purchase 4+ / $55 ea. Purchase 4+ / $65 ea. Purchase 4+ / $25 ea.
Total WWP Pass Units 3,468 2,213
In regards to recreational center based fees, the only fees included in the general fund are revenues
associated with room rentals and the annual recreation pass. The annual recreation pass costs $10
per year and allows a resident to access the gymnasiums for open sports, game rooms, and public
computers. Individuals eight years and older are eligible for a pass with the completion of a waiver
from a parent or legal guardian. A four year history of recreation pass holders shows an average
of 615 passes holders are below the age of 18 and 1,964 are 18 and above.
FY 17/18 FY 16/17 FY 15/16 FY 14/15
Youth 8-17 years old 771 619 575 495
Adult 18+ years old 2,523 1,792 1,617 1,922
Membership passes for each recreation center can be purchased at a one month, three month, or
yearly rate. The membership pass allows for unlimited full access to recreation center amenities
which include those covered by the recreation pass and the fitness / workout gym facilities.
Additionally, an All-Access gym membership offers all the benefits of the membership pass and
can be used at any of the recreation centers.
Over the years, several privately owned commercial gyms have opened in Denton. LA Fitness
opened in 2012, Planet Fitness in 2014, and Denton Fitness in 2016. TWU and UNT also built new
fitness centers between 2009 - 2011. Overall, PARD’s recreation centers offer the lowest prices,
comparable fitness equipment, premier group fitness classes, and childcare (North Lakes) with no
contract or bank draft payments required. North Lakes has won Top 3 Health & Fitness Club in
the Denton Record Chronicle’s Best of Denton of Contest four years in a row (2014-2017). A
revenue history of the last five years shows stable revenues across all recreation facilities.
Date: August 31, 2018 Report No. 2018-115
Membership 2013-2014 2014-2015 2015-2016 2016-2017 10/1/17-8/29/18
All-ACCESS $3,670 $4,130 $28,385* $4,005 $4,347
Denia $18,810 $18,390 $13,459 $13,188 $16,959
MLK $9,844 $8,700 $7,541 $6,758 $7,145
North Lakes $97,501 $81,716 $69,475 $79,713 $78,028
NL Group Exercise $44,820 $36,900 $31,176 $40,376 $43,512
Senior $26,671 $23,745 $24,491 $23,003 $23,604
TOTALS $201,406 $173,581 $174,527 $167,043 $173,959
* The FY 15-16 increase in All-Access passes was due to a one-time promotion where only All-
Access passes were offered in lieu of the gym memberships.
The greatest challenge in remaining competitive in this field is facility space. Denia Recreation
Center and North Lake Recreation Center were both built in 1978. Martin Luther King, Jr.
Recreation Center was built in 1989. None of the centers have had any significant structural change
since being built. The current footprints lack the space for attendance growth, expanded program
offerings, and the addition of new equipment. The master plan update will provide PARD with a
comprehensive evaluation of need and direction for future planning related to the use and
programming of our recreation facilities.
STAFF CONTACT:
Laura Behrens
Assistant Director, Parks and Recreation