Town of Greater Napanee Pool Task Force Committee AQUATICS FEASIBILITY STUDY FINAL REPORT LeisurePlan International Inc.
Introduction ➢ In November of 2016, The Town of Greater Napanee retained the consulting firm of LeisurePlan International Inc. to undertake a feasibility study concerning the potential development and operation of an indoor aquatic facility to serve the residents of Greater Napanee. ➢ The feasibility study process involves 3 phases: Phase 1 Market Research - Comprehensive Assessment Of Current And Potential Future Demand Phase 2 Decision - Proceed To Next Steps Or Modify/Adjust Based On Market Research Findings And Conclusions Phase 3 Assessment of Facility Development, Facility Design Concept, Facility Management and Operation, Partnership Opportunities, and Financial Viability of Operations
➢ This report presents the findings and conclusions of Phase 1 of the feasibility study process. ➢ Focused on assessment of current and potential future demand for participation in indoor aquatic programs and activities. ➢ The findings and conclusions of the Phase 1 research mark a decision point in the project. ➢ Proceeding to the next phase of research is dependent upon the quantity of potential future demand for indoor aquatic services identified during the Phase 1 research.
Phase 1 Research ➢ There are a variety of potential target market segments for the proposed indoor aquatic facility. ➢ Research focused on demand related to potential participation in indoor aquatic programs and activities of Greater Napanee residents in 3 age groups representing 79% of the Town's total population • children, youth and teens 0 to 19 years of age • adults between the ages of 20-39 years of age • adults 40-64 years of age
➢ Potential target markets or users and potential demand for participation/use that were not examined through the research include: • residents of Greater Napanee 65 years of age and older • special needs populations • educational institutions located in Greater Napanee • community based groups and organizations based in Greater Napanee • health institutions such as hospitals for out-patient therapy services • commercial/private sector • private events and special occasions (rental for birthday parties, etc.) • potential use among non-residents
The Survey Research Methodology ➢ A telephone survey of a randomly selected, statistically valid and representative sample of the population of Greater Napanee between 0-64 years of age, stratified by gender and 3 age groups. Age Group Gender # of Completed Questionnaires for Analysis of Total for Analysis by Respondents Age/Gender Children, Youth and Teens Males 92 90 (0-19 years of age) Females 95 90 Total 185 180 Adults 20-39 years of age Males 61 90 Females 64 94 Adults 40-64 years of age Males 118 123 Females 125 124 Total 368 431
➢ The sample size and stratification utilized in the research ensured the statistical parameters associated with “confidence level” and “margin of error” were achieved. ➢ In the order of 1,480 telephone calls were conducted to achieve the 185 completed questionnaires for children, youth and teens (0 to 19 years of age) and in the order of 3,450 telephone calls were conducted to achieve the 431 completed questionnaires for adults (20-64 years of age).
The Survey Questionnaires ➢ Two survey questionnaires, one for “children, youth and teens (0 to 19 years of age)”, and one for “adults between the ages of 20 - 64” were developed. ➢ Each consisted of a series of questions associated with assessing current and potential future demand for participation in aquatic programs and activities and use of the proposed indoor pool facility. ➢ Adult respondents were asked additional questions concerning: • current participation in health and fitness activities • current membership in health and fitness facilities • accessing proposed services through membership • the impact of the cost of membership on future behaviour • level of interest in health and fitness activities provided in association with aquatic activities
Research Questions 1. Profile of Current Participation in Aquatic Activities - Activity, Location, Provider, Basis of Participation and Season CHILDREN, YOUTH AND TEENS ADULTS 0-19 YEARS OF AGE 20-64 YEARS OF AGE • Outdoor Recreational Swimming • Indoor Recreational Swimming • Indoor Swim Lessons or Stroke Improvement • Indoor Lane or Lap Swimming • Indoor Aquatic Fitness Classes • Aquatic Leadership Programs Indoors • Water Therapy or Water Rehab (i.e. Lifeguarding) • Outdoor Swim Lessons
2. Personal Opinions and Attitudes – Factors That Influence Participation in Aquatic Programs and Activities CHILDREN, YOUTH AND TEENS ADULTS 0-19 YEARS OF AGE 20-64 YEARS OF AGE • Level of skill and confidence in swimming • Level of personal comfort in an indoor pool environment • Preference for participating in aquatic activities alone or with others (friend/partner) • Preference for participating in aquatic activities with members of their own gender • Swimming is an activity they would enjoy participating in • Personal level of general health and fitness as sufficient to be able to participate in aquatic activities
3. Profile of Current Participation in Health & Fitness Activities and Membership at Health & Fitness Facilities CHILDREN, YOUTH AND TEENS ADULTS 0-19 YEARS OF AGE 20-64 YEARS OF AGE Profile of Current Participation: • Cardiovascular conditioning equipment • Weights/weight machines • Walking or running indoors • Any type of group fitness class • Gymnasium sports Participation in Greater Napanee or not If in Greater Napanee, at home or not Current Membership in Health & Fitness Facilities: • Current member or not • Member in Greater Napanee or not • Participation in aquatics
4. Potential Future Demand for Participation in Indoor Aquatic Programs and Activities CHILDREN, YOUTH AND TEENS ADULTS 0-19 YEARS OF AGE 20-64 YEARS OF AGE • Indoor Recreational Swimming • Indoor Swim Lessons or Stroke Improvement • Indoor Lane or Lap Swimming • Indoor Aquatic Fitness Classes • Indoor Competitive Swimming • Aquatic Leadership Programs Indoors • Water Therapy or Water Rehab (i.e. Lifeguarding) ➢ Likelihood of participating: “very”, “somewhat”, “not very”, “not at all” ➢ Season of participation: “summer”, “fall,winter,spring”, “year round” ➢ Frequency of participation (only for Recreational Swimming and Lap or Lap Swimming) : “>1/month”, “1/month”, “few times/month”, “1/week”, “<1/week”
5. Factors That May Influence Potential Future Demand ➢ Level of importance rated on a scale of 1 (not at all important) to 5 (extremely important) CHILDREN, YOUTH AND TEENS ADULTS 0-19 YEARS OF AGE 20-64 YEARS OF AGE • Water slide and water play and spray features • Diving area • Cost to participate • Having someone to participate with • Programs family members can participate in together • Location at the Strathcona Paper Centre • Ability to participate in other indoor recreational and fitness programs/ activities at the same location • Adult only change room/shower area • Warm water therapy pool • Sauna and whirlpool • Access all the aquatic programs you want for a monthly fee • Child minding while you participate
6. Potential Future Demand for Indoor Health and Fitness Programs Provided in Association with Aquatic Programs CHILDREN, YOUTH AND TEENS ADULTS 0-19 YEARS OF AGE 20-64 YEARS OF AGE • Cardiovascular Conditioning Equipment • Weights/Weight Machines • Walking or Running Indoors on a Track • Any type of Group Fitness Class • Adult Gymnasium Sports ➢ Likelihood of participating: “very”, “somewhat”, “not very”, “not at all”
7. Factors that May Influence Future Demand for Indoor Aquatic Programs/Activities CHILDREN, YOUTH AND TEENS ADULTS 0-19 YEARS OF AGE 20-64 YEARS OF AGE • The impact of 3 alternative methods to access • Preference for Pay-Per-Program vs services: Membership 1. Access indoor aquatic programs and activities through "adult pool" membership purchase 2. Access to indoor aquatic programs and activities through "family pool" membership purchase 3. Access to indoor aquatic and health & fitness programs and activities through “ adult pool and fitness" membership purchase • The impact of the cost of an “adult pool membership” and the cost of a “family pool membership”
8. The Location of the Proposed Indoor Aquatic Facility ➢ Convenience of locations rated on a scale of 1 (not at all convenient) to 5 (extremely convenient) CHILDREN, YOUTH AND TEENS ADULTS 0-19 YEARS OF AGE 20-64 YEARS OF AGE • A Location at the Strathcona Paper Centre • A location in the West End in proximity to the Hospital
SURVEY RESULTS, FINDINGS AND CONCLUSIONS CHILDREN, YOUTH AND TEENS (0-19 YEARS OF AGE) Potential Future Demand for Participation in Indoor Aquatic Programs/Activities ➢ There was significant potential future demand identified for participation in each of the indoor aquatic activities tested Activity % Very Likely to % Somewhat Likely to Participate Participate Recreational swimming 77.3 13.5 Swim lessons 54.6 10.3 Aquatic leadership 39.5 24.3 Lane or lap swimming 26.5 27.6 Competitive swimming 22.2 20.5 Aquatic fitness classes 16.8 24.9
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