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INFORMATION #2 02-26-2001! II ! ! ! I I I I 2001 Elk R)ve.r YMCA Study PreparGd for: YMCA of Metropolitan I~qinneapolis February 2001 ~derson, Niebuhr & Associates, Inc. Northpark Corporate Center o Suite 200 o 6 Pine Tree Drive · Arden Hills, MN 55112 Conclusions and Recommendations This section of the report provides conclusions and recommendations based on the results of the study. Conclusions from the data are presented first, followed by recommendations pertaining to the conclusions. Business Leaders' Imat:le of the YMCA Most business leaders are somewhat familiar with the YMCA organization. Their images of the YMCA vary; however, most are generally favorable. They view the YMCA as a place to go for adult physical fitness that offers a safe environment at affordable membership rates. Seven in 10 feel that the presence of a YMCA would contribute positively to the image of the Elk River community, that having a YMCA in Elk River would be a valuable asset for their employees, and the YMCA is a place for families to go. BusineSs Leaders' Support of a New YMCA in Elk River Business leaders were asked the following question, "A new YMCA is being considered for Elk River and the surrounding communities to meet the need for a community center. This YMCA would provide adult and family recreation as well as programs designed specifically for children. Do you think a new YMCA should be built in Elk River?" Seven of the 10 leaders interviewed think that a new YMCA should be built. Many believe it is important that the facility include cardiovascular machines, an indoor pool, a walking and jogging track, and strength building machines. Many feel a YMCA in Elk River would be most beneficial to the Elk River community and the surrounding townships; fewer feel it would be beneficial to their business or the recruitment and retention of employees. One leader indicated that their company is very interested in donating capital funds to build a new YMCA in Elk River; another five leaders indicated their company would be somewhat interested in such donations. Those who are unwilling to donate were asked why. Central themes revolve around the payment of taxes and lack of employee interest. .,~ets~, Niebuhr & Associates, ~ 2001 Elk River YMCA Study VVhen business leaders were asked to rate their likelihood of promoting YMCA membership to their employees, more than half of the leaders indicated that they would definitely or probably promote the YMCA. Of the leaders who would definitely or probably promote the YMCA, all of them are willing to pay part of their employees' memberships to the YMCA. Less interest was expressed for serving on the Board of Directors and raising capital funds with other businesses for the YMCA. Five of the 10 leaders are somewhat interested in serving on the Board and two are'willing to help raise capital funds. Overall, there is cautious optimism for a new YMCA in Elk River. VVhile most view it favorably, fewer are willing to commit time or money to the venture. Because of the importance of local business support in the YMCA's viability, it is imperative that the YMCA inform and educate business leaders of their mission and vision for the Elk River facility to garner leaders' support, both in terms of money and time, for this facility. Residents' Image and Awareness of the YMCA Most residents have a strong, positive image of the YMCA. They view a YMCA as a place for families to go that offers a safe environment, adult fitness programs, and a variety of programming for everyone. More than four in ten view the YMCA as affordable; another 19 percent don't know if it is affordable. Residents are aware of many of the programs and activities offered by YMCAs. Awareness is highest for programs for young people, swimming lessons, and adult physical fitness programs. Residents are least aware of childcare programs and financial assistance for those who can not pay for their membership.. ,- The YMCA should expand its image by informing community members of its wide range of programming and services through marketing materials. It should also emphasize that the YMCA is a price competitive provider of physical fitness programming for all ages. ,- The YMCA should emphasize the perception that it offers a safe environment, especially when promoting programs for children and families. 2001 Elk River YMCA Study 2 Whether Residents Feel that a New YMCA Should Be Built In Elk River More than eight in ten residents feel that a new YMCA should be built in Elk River; only five percent do not think a new YMCA should be built. ,- Community support is extremely strong for building a new YMCA in Elk River. This information should also be leveraged in building community alliances and in fundraising efforts with public and private businesses and foundations. Residents' Level of Interest in Selected ProRrams and Facilities VVhen asked their interest in a variety of programming and facilities, residents expressed the most interest in the following: an indoor pool or aquatic center, a walking and jogging track, a sauna or whirlpool, and cardiovascular machines. Senior programming and youth programming are of interest to a sizable percentage of residents (20% and 44%, respectively). Specific youth programming of greatest interest to residents includes: after school swimming lessons, teen center which offers social activities on weekends, and a center with age appropriate equipment and activities for children. ,- The YMCA should assess the feasibility of providing the programming and facilities listed above. The YMCA may also wish to design marketing materials that highlight these programs and facilities. ,- The YMCA should also recognize that it may serve diverse audiences including seniors, youths, and families when designing its facility. The YMCA should also consider segmenting market appeals to highlight the programs and services appropriate to the different needs of these audiences. Factors Influencing Residents' Decisions to Join the YMCA The factors that are most influential in respondents' decisions to join a YMCA in Elk River include cleanliness of the facility and a safe environment. Also influential are the hours the facility is open, the types of programming offered, and the availability of programs and activities to fit their lifestyles. ,- Steps must be taken to ensure a safe facility and surrounding environment. Cleanliness must also be ensured. The YMCA should publicize these aspects and be certain to maintain high standards in these areas. 2001 Elk River YMCA Study Residehts' Likelihood to Join a YMCA in Elk River Residents were asked the following question: "How interested would you be in purchasing a membership to a new YMCA located off Highway 10, near Lake Orono, and close to the fairgrounds? This YMCA would have a pool, gyms, exercise equipment, meeting rooms, and a running track. The cost for membership would be $47 per month for an individual membership and $78 per month for a family membership." Four percent of the respondents surveyed indicated they would definitely join and another 22 percent would probably join. About four in ten stated they would maybe join. Of these three groups of respondents, three-quarters would want a family membership. Residents were also asked their likelihood of purchasing a membership to a YMCA located south of the Home Depot and near Highways 169 and 10. The specifications were the same as in the above scenario. The percentages change with eight percent definitely joining, 22 percent probably joining, and 29 percent maybe joining. Of these three groups, about three-quarters would want a family membership. ,- There does not appear to be a strong preference regarding the two sites for the YMCA in Elk River; consumer preferences do not need to be heavily weighted when evaluating the two site options, other than considering whether there would be differences in perceptions of safety or cleanliness associated with these two sites. However, the site should be within 10 miles and 15 minutes of the majority of the residents in the targeted geographical area. ,- The YMCA should recognize that a large percentage of new memberships would likely be families; this should be taken into account when designing facilities and programming. Two-thirds of the residents interviewed did not express any concerns about the prospect of building a YMCA as a community center in Elk River. Issues related to funding, including a concern about higher taxes, were mentioned most frequently. -, The YMCA should assess and address the concerns mentioned by residents in its promotion of the new facility. 2001 Elk River YMCA Study Residents' Exercise and Fitness Activities More than half of residents are currently involved in regular physical exercise or recreational activities, and about one in five currently belong to a health, fitness, or recreational facility. · ., When marketing to the community, the YMCA should take note that the community is physically active. Since only a small number currently belong to a fitness center, the YMCA should encourage the community to join the YMCA in order to participate in these programs and other activities. -* In order to better understand its current and potential market, the YMCA may wish to investigate the cost and services of competitive fitness centers. ~-t NielllN & Associms, Inc- 2001 Elk River YMCA Study