Austin Vision 2020 Recreation Center Survey

Transcription

1 Prepared for: Vision 2020 Recreation Center Team August 2013 Northpark Corporate Center, Suite Pine Tree Drive Arden Hills, MN info@ana-inc.com

2 Table of Contents Conclusions 4 Recommendations 9 Background and Purpose 11 Research Method 12 Summary of Findings: Members i. Austin Recreation Image 13 ii. Desired Characteristics of the Recreation Center 15 iii. Interest in Older Adult & Youth Programs 19 iv. Visit Influencers 25 v. Perceptions & Preferences for the Recreation Center 27 Summary of Findings: Residents i. Austin Recreation Image 37 ii. Desired Characteristics of the Recreation Center 39 iii. Interest in Older Adult & Youth Programs 43 iv. Visit Influencers 49 v. Perceptions & Preferences for the Recreation Center 51

3 Table of Contents (Cont d) Demographics 62 Significant Differences 65 Market Projections 91 Appendix A: Verbatim Comments Appendix B: Questionnaire Appendix C: Map of Sample

4 Conclusions Austin Recreation Image About seven in ten members and residents would describe Austin as a healthy living community. Residents who are likely to join the YMCA in the Recreation Center are the most likely to describe Austin as a healthy living community. Desired Characteristics of the Recreation Center Sports and Recreational Programs Overall, members of the Austin YMCA are more likely than residents to be interested in many of the sports and recreational programs that could be offered in the Recreation Center. Specifically, seven in ten or more members have a great deal of interest in an indoor walking and running track and a fitness center, whereas only about onethird of residents have a great deal of interest in these services. About four in ten residents have a great deal of interest in bike and nature trails with equipment rentals. Those with household incomes of $50,000 or more, those who are 18 to 34 years old, and those who have children tend to be the most likely to have a great deal of interest in sports and recreational programs and services that could be offered in the Recreation Center. Community Gathering Area About one-quarter or more members and residents have a great deal of interest in most of the programs and services that could be offered in the community gathering area. Only about one in ten members and residents have a great deal of interest in parenting and mommy and me classes and about half have no interest at all in these classes. Those with household incomes of less than $30,000, females, those who are 18 to 34 years old, and those who have children between the ages of 0 and 5 in their household are the most likely to have a great deal of interest in many programs and services that could be offered in the community gathering area. 4

5 Conclusions (Cont d) Desired Characteristics of the Recreation Center (Cont d) Water Features and Activities Members are more likely than residents to have a great deal of interest in nearly all of the water features and activities that could be offered in the Recreation Center. In particular, more than two-thirds of members have a great deal of interest in an indoor pool and more than half have a great deal of interest in an indoor water park. Conversely, only about four in ten residents have a great deal of interest in an indoor pool or an indoor water park. Where differences between groups are found, females, those between the ages of 18 and 54, and those with children in their household are the most likely to have a great deal of interest in water features and activities that could be offered at the Recreation Center. Interest in Older Adult and Youth Programs One-quarter of members and three in ten residents are interested in programming for adults age 65 and over at the Recreation Center. Of those interested in such programming, four in ten or more members have a great deal of interest in fitness classes for older adults and health education and screenings, while four in ten or more residents have a great deal of interest in a rehabilitation program for arthritis and joint replacement patients and fitness classes for older adults. Those with household incomes of less than $50,000 are the most likely to be interested in programming for adults 65 and over. About four in ten members are interested in youth and teen programming, and one-third or more residents are interested in youth and teen programming at the Recreation Center. Of those interested in youth or teen programming, about six in ten or more members have a great deal of interest in organized team sports, programs and activities for kids and families, and swimming lessons. Additionally, more than half of residents have a great deal of interest in swimming lessons, organized team sports, tutoring to help students complete their schoolwork, programs and activities for kids and families, and busing from school to the Recreation Center. Those with household incomes of less than $50,000 are the most likely to have a great deal of interest in tutoring to help students complete their schoolwork. 5

6 Conclusions (Cont d) Influence of Factors on the Decision to Visit the Recreation Center More than eight in ten members and three-quarters of residents believe that a welcoming atmosphere would have a major influence on their decision to visit the Recreation Center. Two-thirds or more members and residents also believe that the cost of the programming and security at the Recreation Center would have a major influence on their decision to visit. Members, those with household incomes of $100,000 or more, females, those who are between the ages of 18 and 54, and those with children aged 0 to 13 in their household are the most likely to believe that the amenities offered would have a major influence on their decision to visit. In contrast, those with household incomes of less than $30,000 believe that a diverse staff that can speak multiple languages and public transportation to and from the Recreation Center would have a major influence on their decision to visit. Perceptions & Preferences for the Recreation Center Although about one-third of members and residents had no preference for where the new Recreation Center should be built, about one-quarter of each would prefer the Recreation Center to be built in downtown Austin. About two in ten members and one in ten residents would prefer the Recreation Center to be built in the northwest part of Austin; few preferred that the Recreation Center be built in other areas of Austin. YMCA Membership Plans More than six in ten members will definitely continue their membership at the YMCA, while more than two in ten will probably continue their membership. Of those who plan on continuing their membership, nearly three-quarters are interested in a family membership. Many of those who will definitely or probably continue their membership plan to do so because they are already a YMCA member and they want to take advantage of the services that will be offered in the new facility. One in ten residents will definitely join the YMCA, about two in ten will probably join, and slightly more than three in ten will maybe join. Of those who will definitely, probably, or maybe join, about two-thirds are interested in a family membership and one-quarter are interested in an individual membership. The most frequently mentioned reasons for definitely or probably joining the YMCA include the belief that membership is a good value and the desire to take advantage of the services that will be offered. Those with household incomes of $100,000 or more, those who are between the ages of 18 and 54, and those who have children in their household are the most likely to definitely join or continue their membership at the YMCA and to be interested in a family membership. 6

7 Conclusions (Cont d) Perceptions & Preferences for the Recreation Center (Cont d) Planned Use of the YMCA and Field House Members are more likely than residents to believe that they will use the Recreation Center more than once a week. Specifically, three-quarters of members compared to fewer than half of residents believe that they would use the Recreation Center more than once a week. About two in ten members and more than one-third of residents believe they would use the Recreation Center about once a week. Additionally, those who are between the ages of 18 and 54 are more likely than those in other age groups to believe that they would use the Recreation Center more than once a week. More than half of residents would never use the Field House, which would include an indoor soccer field, on a pay-per-use basis. In contrast, about one-quarter of residents would use the Field House about once a month or more frequently. YMCA Membership Status More than seven in ten residents reported that they or someone in their household have been a member of the YMCA in the past. Residents who will definitely, probably, or maybe join the YMCA, those with household incomes of $50,000 or more, those who are between the ages of 18 and 54, and those who have children in their household are the most likely to report previous YMCA membership. About two in ten members and one-third of residents have someone in their household who currently has a $1 per year YMCA youth membership. Those who will definitely, probably, or maybe join the YMCA and those with children 6 years old or older are the most likely to currently have someone in their household who has a $1 YMCA youth membership. If the cost of the $1 YMCA youth membership were to increase to $3, more than eight in ten members and more than three-quarters of residents would be very likely to pay the $3. In contrast, fewer than half of members and slightly more than one-third of residents would be very likely to purchase a YMCA family membership for $65 per month, while nearly three in ten members and residents would be very unlikely to purchase a YMCA family membership. 7

8 Conclusions (Cont d) Overall Conclusions There is substantial belief among members and residents that Austin is a healthy living community. Members and residents are most interested in an indoor walking and running track, a fitness center with cardiovascular fitness machines, strength conditioning machines, and free weights, group fitness classes, an indoor multi-purpose Field House with a soccer field, bike and nature trails with equipment rentals, an indoor pool, and an indoor water park. Residents who are likely joiners of the YMCA in the Recreation Center are more likely than others to have a great deal of interest in most of the programs and services that could be offered in the new Recreation Center and gathering area. Members and residents are interested in older adult, youth, and teen programming. Both members and residents believe that a welcoming atmosphere will have a major influence on their decision to visit the new Recreation Center. Most members and residents have no preference for where the new Recreation Center should be built; among those with a preference, however, most would prefer it be built in downtown Austin. There is strong interest among both members and residents in joining the YMCA in the Recreation Center. A typical resident who is a likely joiner of the YMCA in the Recreation Center has children living in the household under the age of 18, is between the ages of 35 and 54, and has an annual income of $50,000 or more. Most of those who currently have someone in their household with a $1 YMCA youth membership would be very likely to pay $3 for the youth membership if the cost were to increase. Hispanics and non-caucasians tend to be more likely than others to have a great deal of interest in several programs and services that could be offered in the Recreation Center and community gathering area, such as an indoor multipurpose Field House with a soccer field, an indoor water park, and a full-time, Monday through Friday, summer care program. Hispanics and non-caucasians also tend to be the most likely to believe that a diverse staff that can speak multiple languages would have a major influence on their decision to visit the Recreation Center. Finally, Caucasians and non-caucasians express similar levels of interest in joining or continuing their membership at the YMCA in the Recreation Center. 8

9 Recommendations The Vision 2020 committee should strongly consider including an indoor walking and running track, a fitness center with cardiovascular fitness machines, strength conditioning machines and free weights, group fitness classes, an indoor multi-purpose Field House with a soccer field, bike and nature trails with equipment rentals, an indoor pool, and an indoor water park in the new Recreation Center, as these were some of the most desired programs and services by both members and residents. Although there was only moderate interest from members and residents in the programs and services that could be offered in the community gathering area, the Vision 2020 committee should still consider offering them. Most would require relatively little space or overhead, and they offer area residents a place to gather together and build community ties. These programs and services would be particularly beneficial to area residents with lower incomes. Additionally, offering these programs and services in a space shared with the YMCA might drive increased YMCA membership and paid use of the indoor Field House. To meet the needs of older adults, the Vision 2020 committee might want to ensure that the Recreation Center offers fitness classes for older adults and rehabilitation programs for arthritis and joint-replacement patients, as members and residents, particularly those who are likely to join the YMCA, showed a great deal of interest in both. To attract families with children, the Vision 2020 committee should consider offering organized team sports, swimming lessons, and programs and activities for kids and families to do together. Each of these are highly desired by both members and residents and would likely offer the greatest return on investment as current YMCA members and likely joiners are more likely than others to have children in their households. There is at least some interest in all the potential programs and services that could be offered at the Recreation Center. The Vision 2020 committee should offer as many of these as possible to maximize market impact, increase resident satisfaction, and potentially drive more people to live and stay in the Austin area. The Vision 2020 committee should keep in mind that some programs it may offer do not require large numbers of participants to make them feasible and that a relatively small percentage of people who express interest may translate into a sufficient number of people for a particular program. The Vision 2020 committee should recognize that both members and residents believe that having a welcoming atmosphere will have a major influence on their decision to visit the Recreation Center. As such, it is strongly recommended that steps are taken to ensure that the facility is built and operated with an aim to make all visitors feel welcome. It will also be important to manage costs, security, and the hours the facility is open, as all three are believed by members and residents to have a major influence on their decision to visit the Recreation Center. 9

10 Recommendations The Vision 2020 committee should strongly consider the feasibility of building the facility in downtown Austin, as a downtown location would likely please most members and residents. The Vision 2020 committee should be pleased that large numbers of YMCA members plan to continue their YMCA membership in the Recreation Center. The Vision 2020 committee should also recognize that there is a substantial number of residents who are interested in joining the YMCA in the Recreation Center. To capitalize on this interest, the Vision 2020 committee should ensure that its marketing of the new Recreation Center includes detailed descriptions of all the benefits YMCA members will receive, including free use of the Field House which will include an indoor soccer field. The Vision 2020 committee should recognize that many of those who have no intention of joining the YMCA do not plan on using the Field House on a pay-per-use basis. To increase interest among community members who are not members of the YMCA, the Vision 2020 committee should strive to make residents aware of the activities available in the Field House, such as an indoor soccer field, and work to develop a fee schedule that area residents find acceptable. If the YMCA increases the cost of its youth membership from $1 to $3, it should be aware that most people would be willing to pay the higher cost. The YMCA and the Vision 2020 team should consider the pros and cons of raising the cost of the youth membership carefully, but recognize that doing so will not cause many youth to cancel their membership. As such, to ensure that youth still have a safe and supervised place to stay active, the YMCA is advised to continue its youth membership program, even if costs to area residents need to be increased. Overall, results from the qualitative and quantitative research demonstrate a strong desire for a Recreation Center to act as a central recreational hub for the city of Austin. When designing the Recreation Center, the Vision 2020 committee should carefully consider the diverse demographics of the Austin community and ensure that people at all income levels and in all age groups have access to the programs and services offered at the Recreation Center. Most importantly, the Vision 2020 committee should ensure that the Recreation Center is welcoming to all area residents, employs a diverse staff, and provides public transportation to encourage the entire community to participate in the Recreation Center. The Vision 2020 team is encouraged to recommend construction of the Recreation Center, as the YMCA that will be located there is projected to have a larger membership base and revenue stream than the existing Austin YMCA. 10

11 Background and Purpose This research was conducted to determine area residents desire for a multi-purpose Recreation Center and what features and services area residents would like the Recreation Center to offer. Specifically, the Austin Vision 2020 team sought to learn the following: Fitness and programming needs for adults, families, youth, and seniors Program preferences and desired amenities What could be done to make the Recreation Center feel like a welcoming place to all area residents Area residents preference for the location of the Recreation Center Likelihood that residents would join the YMCA located in the Recreation Center Residents reaction to an increase in the cost of a YMCA youth membership Austin Vision 2020 sponsored this research and retained the independent market research firm of Anderson, Niebuhr, & Associates, Inc. to conduct the study. 11

12 Research Method A random sample of current Austin YMCA members. POPULATIONS Residents living in Austin, Adams, Brownsdale, Lyle, and Rose Creek. See Appendix C for detail. A stratified random sample was drawn by age, approximately proportionate to the population. 100 Members NUMBER OF COMPLETED 400 Area Residents SURVEYS 500 Total ACCURACY OF RESULTS ±10% at 95% confidence level for members ±5% at 95% confidence level for residents INTERVIEWING DATES May 21 June 26 Members: 72% RESPONSE RATE Residents: 68% QUESTIONNAIRE DESIGN The survey was designed in collaboration with Austin Vision 2020 representatives. (See Appendix B) Descriptive statistics for overall data DATA ANALYSIS Open-ended responses are included in Appendix A Statistical comparisons for closed-ended questions based on: Respondent type (Current YMCA members vs. Area residents) Likelihood to join the YMCA (Definitely, Maybe, Probably join vs. Definitely not, Probably not join) Presence of children in household (Children aged 0 5* vs. Children aged 6 13 vs. Children aged vs. Children in multiple age groups vs. No children) Belief that Austin is a healthy living community (Respondents who agree vs. Respondents who disagree) Age (18-34 vs vs vs. 65+) Income (Less than $30,000 vs. $30,000 less than $50,000 vs. $50,000 less than $100,000 vs. $100,000 or more) Gender Ethnicity (Hispanic vs. Non-Hispanic)** Race (Caucasian vs. Non-Caucasian) Market projections (Don t know/refused responses were excluded from the comparison analysis. Only statistically significant differences are displayed in the report.) *N < 30, use caution when interpreting results **N 15, results should be interpreted with caution and viewed as exploratory 12

13 Member Survey Findings: Austin Recreation Image 13

14 Belief that Austin is Currently a Healthy Living Community More than seven in ten members would describe Austin as a healthy living community, whereas about two in ten would not. No 21% Don't know 7% Yes 72% Q1. Would you describe Austin as a healthy living community? Base: N =

15 Desired Characteristics of the Recreation Center 15

16 Interest in Sports and Recreational Programs and Services at the Recreation Center Seven in ten or more members have a great deal of interest in an indoor walking and running track and a fitness center in the Recreation Center, while six in ten have a great deal of interest in group fitness classes. On the other hand, three in ten or more members have no interest at all in martial arts classes, adaptive disabled physical activity classes, or a climbing wall. Indoor walking and running track 73% 18% 6% 2% 1% Fitness center 70% 23% 2% 4% 1% Group fitness classes 60% 23% 5% 11% 1% Indoor multi-purpose Field House 48% 28% 9% 14% 1% Bike and nature trails with equipment rentals 45% 41% 8% 5% 1% Court sports 40% 34% 9% 16% 1% Climbing wall 27% 28% 15% 30% Adaptive disabled physical activity classes Non-traditional sports leagues for all ages 27% 25% 18% 40% 16% 13% 37% 22% 2% Martial arts classes 16% 25% 20% 39% 0% 20% 40% 60% 80% 100% Great deal of interest Some interest Little interest No interest at all Don't know Q2. Now, I am going to read you some sports and recreational programs and services the new Recreation Center might offer you and your family. For each, please tell me if you or someone in your household have a great deal of interest, some interest, a little interest, or no interest at all. Base: N =

17 Interest in Programs and Services for the Recreation Center s Community Gathering Area With the exceptions of a common area and parenting classes, about three in ten or more members have a great deal of interest in all measured programs and services that might be offered in the Recreation Center s community gathering area. Nearly half of members have no interest at all in parenting and mommy and me classes. Healthy eating café 36% 35% 13% 16% Rentable party room 33% 39% 17% 11% Kitchen for teaching adults and kids about healthy eating 32% 35% 13% 20% Meeting space for local community groups and events 31% 46% 11% 11% 1% Acupuncture, massage, and chiropractic services 31% 37% 12% 20% Continuing and community education classes 29% 40% 18% 13% Wellness clinic 29% 36% 14% 21% A common area to gather, relax, and socialize 22% 48% 13% 17% Parenting and "mommy and me" classes 15% 24% 14% 47% 0% 20% 40% 60% 80% 100% Great deal of interest Some interest Little interest No interest at all Don't know Q3. Next, I am going to read you some general programs and services the community gathering area in the new Recreation Center might offer you and your family. For each, please tell me if you or someone in your household have a great deal of interest, some interest, a little interest, or no interest at all. Base: N =

18 Interest in Water Features and Activities at the Recreation Center More than two-thirds of members have a great deal of interest in an indoor pool, more than half have a great deal of interest in an indoor water park, and more than four in ten have a great deal of interest in water aerobics or other water exercise classes. More than three in ten have a great deal of interest in all measured water features and activities. Indoor pool 68% 20% 4% 8% Indoor water park 51% 33% 6% 10% Water aerobics or other water exercise classes 43% 24% 16% 17% Sauna and whirlpool 35% 36% 15% 14% Competition pool for organized swimming 35% 31% 12% 22% Warm water pool for water therapy 35% 27% 17% 21% Outdoor water park for families with a splash pad and sun deck 33% 37% 10% 19% 1% Vortex pool 31% 36% 20% 13% 0% 20% 40% 60% 80% 100% Great deal of interest Some interest Little interest No interest at all Don't know Q4. This new Recreation Center could also offer a variety of different water features and activities. For each of the following, please tell me if you or someone in your household would have a great deal of interest, some interest, a little interest, or no interest at all. Base: N =

19 Interest in Older Adult & Youth Programs 19

20 Interest in Programming for 65+ Year Olds One-quarter of members would be interested in programming for adults 65 and over at the Recreation Center. Yes 25% No 75% Q5. The Recreation Center could also offer programs for adults age 65 and over. Would a member of your household be interested in programming for adults 65 and over? Base: N =

21 Interest in Programs for 65+ Year Olds Of members who would be interested in programming for adults 65 and over, more than half have a great deal of interest in fitness classes for older adults, and four in ten have a great deal of interest in health education and screenings. On the other hand, more than half have no interest at all in organized activities such as card games or clubs. Fitness classes for older adults 52% 32% 8% 8% Health education and screenings 40% 32% 12% 16% Rehabilitation program for arthritis and joint-replacement patients 36% 32% 4% 28% Computer lab to teach new technology 32% 28% 4% 36% Organized activities such as card games or clubs 20% 16% 8% 56% Adult day services that care for older adults during the day 16% 24% 12% 44% 4% 0% 20% 40% 60% 80% 100% Great deal of interest Some interest Little interest No interest at all Don't know Q6. For each of the following activities for adults age 65 and over, please tell me if you or a member of your household would have a great deal of interest, some interest, a little interest, or no interest at all.* Base: N = 25 *Asked only of those who have someone in their household who would be interested in programming for adults 65 and over per Q5. 21

22 Interest in Youth and Teen Programming About four in ten members would be interested in youth or teen programming at the Recreation Center. Interest in Youth Programming Interest in Teen Programming No 59% Yes 41% No 61% Yes 39% Q7. Would you or anyone in your household be interested in youth programming for those 5 to 12 years old at the Recreation Center? Base: N = Q8. Would you or anyone in your household be interested in teen programming for those 13 to 17 years old at the Recreation Center? Base: N = 100

23 Interest in Youth and Teen Programs Of members interested in youth or teen programming, nearly two-thirds have a great deal of interest in organized team sports. Additionally, about six in ten have a great deal of interest in programs and activities for kids and families and swimming lessons. Finally, half or more have a great deal of interest in fitness classes designed for teens, sports conditioning and training programs, and busing from school to the Recreation Center. Organized team sports 65% 21% 10% 4% Programs and activities for kids and families 60% 23% 11% 6% Swimming lessons 58% 23% 10% 9% Fitness classes designed for teens 54% 23% 10% 13% Sports conditioning and training programs 52% 32% 8% 8% Busing from school to the Recreation Center 50% 21% 14% 15% An indoor playground 48% 23% 15% 14% 0% 20% 40% 60% 80% 100% Great deal of interest Some interest Little interest No interest at all Don't know Q9. I am going to read a list of services and activities for youth and teens. Keeping in mind that existing YMCA programs will still be available, please tell me if you have a great deal of interest, some interest, a little interest, or not interest at all.* Base: N = 52 *Asked only of those interested in youth or teen programming per Q7 and Q8. 23

24 Interest in Youth and Teen Programs (Cont d) More than one-third of members who are interested in youth or teen programming have no interest at all in programs and classes for children under 5 or a full-time summer care program for school-aged kids. Leadership and character development programs 46% 35% 10% 9% A multi-purpose gym dedicated for children under 10 46% 29% 8% 17% Tutoring to help grade school children and teens complete their schoolwork 46% 23% 12% 19% A supervised after school gathering place 44% 25% 17% 14% Drop-off childcare 44% 25% 4% 27% A full-time, Monday through Friday summer care program for school-aged kids 33% 19% 13% 35% Programs and classes for children under 5 33% 12% 11% 44% Video based activity room 29% 35% 15% 21% 0% 20% 40% 60% 80% 100% Great deal of interest Some interest Little interest No interest at all Don't know Q9. I am going to read a list of services and activities for youth and teens. Keeping in mind that existing YMCA programs will still be available, please tell me if you have a great deal of interest, some interest, a little interest, or not interest at all.* Base: N = 52 *Asked only of those interested in youth or teen programming per Q7 and Q8. 24

25 Visit Influencers 25

26 Influence of Factors in Decision to Visit the Recreation Center More than eight in ten members believe that having a welcoming atmosphere would have a major influence on their decision to visit the Recreation Center; about two-thirds or more believe that the hours the facility is open, the cost of the programming, security at the facility, and the amenities offered would have a major influence on their decision to visit. About half believe that having public transportation and a multi-lingual staff would not influence their decision to visit. Having a welcoming atmosphere 85% 12% 3% Hours the facility is open 72% 21% 7% Cost of the programming 69% 29% 2% Security at the Recreation Center 66% 27% 6% 1% Amenities offered at the Recreation Center 65% 27% 7% 1% Location of the Recreation Center 36% 45% 17% 2% Public transportation to and from the Recreation Center 20% 27% 53% A diverse staff that can speak multiple languages 18% 37% 45% 0% 20% 40% 60% 80% 100% Major influence Minor influence Not an influence Don't know Q11. Now, I am going to list some factors that may influence your decision to visit the new Recreation Center. For each, please tell me if it would be a major influence, minor influence, or have no influence on your decision to visit. Base: N =

27 Perceptions & Preferences for the Recreation Center 27

28 Preferred Location for the Recreation Center Nearly three in ten members would prefer the Recreation Center to be built in downtown Austin, and about two in ten would prefer for it to be built in the northwest part of Austin. On the other hand, more than three in ten do not have a preference for where the Recreation Center should be built. Downtown Austin 28% Northwest 17% Southwest 8% Northeast 5% North of I-90 5% Southeast 2% No preference 31% Don't know 4% 0% 20% 40% 60% 80% 100% % Mentioned Q12. Now I am going to list some locations in Austin where the new Recreation Center might be built. Assuming that there would be plenty of parking and access to public transportation wherever the facility is built, please tell me at which site you would prefer the Recreation Center to be built. Base: N =

29 Likelihood to Continue YMCA Membership and Type of Membership Desired Nine in ten members would definitely, probably, or maybe continue their membership at the YMCA in the Recreation Center. Of those who would definitely, probably, or maybe continue their membership, nearly three-quarters would be interested in a family membership. Likelihood to Continue Membership Probably not continue 3% Maybe continue 6% Definitely not continue 2% Don't know 5% Type of Membership Desired Probably continue 22% Definitely continue 62% Family 73% Individual 27% Q13. Regardless of location, the new Recreation Center would include an indoor pool, gym, a running/walking track, exercise equipment, and exercise studios for fitness classes among other services and programs. A YMCA membership would also provide access to a Field House at no extra charge, which will include indoor soccer fields, volleyball and basketball courts, a running track, and ample spectator seating at no extra charge. How likely or unlikely would you be to continue your membership at the YMCA located in the Recreation Center if the cost of membership was $45 per month for an individual membership and $65 per month for a family membership? Base: N = Q14. Would you be interested in an individual or a family membership? Base: N = 90 *Asked only of those who would maybe, probably, or definitely continue their membership per Q13.

30 Reasons for Definitely Continuing YMCA Membership About one-quarter or more members plan to definitely continue their YMCA membership because they are already a YMCA member, to take advantage of the services that will be offered in the new facility, and because they feel their YMCA membership is affordable and offers a good value. Response given % Mentioned (N = 62) Current member of the YMCA 44% To take advantage of the variety of services that will be offered 31% Affordable and a good value 24% To stay healthy, fit, and active 15% Family friendly environment 10% The new facility will have more amenities 8% The facility would be good for the community 7% Frequently use the current YMCA 5% Q13. Why would you [INSERT ANSWER FROM Q13]?* *Respondents could provide more than one response. Only responses mentioned by five percent or more of members are shown. 30

31 Reasons for Probably Continuing YMCA Membership About one-quarter of current YMCA members will probably continue their YMCA membership because they are already a YMCA member, to take advantage of the services that will be offered in the new facility, and because they feel their YMCA membership is affordable and offers a good value. Response given % Mentioned (N = 22) Current member of the YMCA 27% To take advantage of the variety of services that will be offered 27% Affordable and a good value 23% Availability of water features 9% Family friendly environment 9% Too expensive 9% The facility would be good for the community 9% Q13. Why would you [INSERT ANSWER FROM Q13]?* *Respondents could provide more than one response. Only responses mentioned by five percent or more of members are shown. 31

32 Reasons for Maybe or Probably Not Continuing YMCA Membership* Although the vast majority of members will definitely or probably continue their membership, the most common reason current members give for maybe continuing or probably not continuing their YMCA membership is because they feel that their membership would be too expensive. Maybe Continue Response given Number Mentioned (N = 6) Too expensive 3 Probably Not Continue Response given Number Mentioned (N = 3) Too expensive 2 Q13. Why would you [INSERT ANSWER FROM Q13]?** *Reasons for definitely not continuing membership not shown due to limited sample size (N = 2). **Respondents could provide more than one response. Only responses mentioned by 2 or more members are shown. 32

33 Frequency of Use of the Recreation Center Three-quarters of members who would definitely, probably, or maybe continue their membership would use the Recreation Center more than once a week. About two in ten would use the Recreation Center about once a week. More than once a week 75% About once a week 19% About once every other week 2% About once a month 2% Less than once a month 0% Never 0% Don't know 2% 0% 20% 40% 60% 80% 100% % Mentioned Q15. How often would you and/or your family use the Recreation Center, which will include the YMCA, a Field House, and a gathering area?* Base: N = 90 *Asked only of those who would maybe, probably, or definitely continue their membership per Q13. 33

34 Frequency of Use of the Field House on a Pay-Per-Use Basis Of the ten members who would definitely not continue, probably not continue, or don t know if they would continue their membership at the YMCA in the Recreation Center, seven would never use the Field House on a pay per use basis. Two would use the Field House less than once a month. More than once a week 0 About once a week 0 About once every other week 0 About once a month 1 Less than once a month 2 Never 7 Don't know Number Mentioned Q16. How often would you and/or your family use the Field House on a pay-per-use basis?* Base: N = 10** *Asked only of those who would probably not continue, definitely not continue, or don t know if they would continue their membership per Q13. **Due to small sample size, use caution when interpreting results. 34

35 YMCA Youth Membership Status About two in ten members have someone in their household with a $1 per year YMCA youth membership. Yes 21% No 79% Q18. Does anyone in your household currently have a $1 per year YMCA youth membership? Base: N =

36 Anticipated Reaction if the YMCA Youth Membership Were to Increase to $3 Of members who have someone in their household with a $1 per year YMCA youth membership, more than eight in ten would be very likely to pay $3 per year for the YMCA youth membership if the cost were to increase. Nearly half would be very likely to purchase a YMCA family membership for $65 per month. Pay $3 for the YMCA youth membership 86% 14% Purchase a YMCA family membership for $65 per month 48% 9% 9% 5% 29% 0% 20% 40% 60% 80% 100% Very likely Somewhat likely Neutral Somewhat unlikely Very unlikely Q19. If the cost of the $1 YMCA youth membership were to increase to $3, how likely or unlikely would your family be to:* Base: N = 21 *Asked only of those who reported that someone in their household currently has a $1 per year YMCA youth membership per Q18. 36

37 Resident Survey Findings: Austin Recreation Image 37

38 Belief that Austin is Currently a Healthy Living Community More than two-thirds of area residents would describe Austin as a healthy living community, whereas more than two in ten would not. Don't know 10% No 22% Yes 68% Q1. Would you describe Austin as a healthy living community? Base: N =

39 Desired Characteristics of the Recreation Center 39

40 Interest in Sports and Recreational Programs and Services at the Recreation Center More than one-third of area residents have a great deal of interest in bike and nature trails with equipment rentals, an indoor walking and running track, and a fitness center at the Recreation Center. In contrast, half or more have no interest at all in martial arts classes or a climbing wall. Bike and nature trails with equipment rentals 39% 28% 8% 24% 1% Indoor walking and running track 37% 36% 7% 19% 1% Fitness center 37% 35% 10% 18% Group fitness classes 30% 30% 10% 30% Indoor multi-purpose Field House 30% 27% 9% 33% 1% Court sports 22% 29% 9% 40% Non-traditional sports leagues for all ages Adaptive disabled physical activity classes 20% 16% 23% 31% 12% 10% 47% 38% 1% 2% Climbing wall 16% 23% 11% 50% Martial arts classes 12% 17% 16% 54% 1% 0% 20% 40% 60% 80% 100% Great deal of interest Some interest Little interest No interest at all Don't know Q2. Now, I am going to read you some sports and recreational programs and services the new Recreation Center might offer you and your family. For each, please tell me if you or someone in your household have a great deal of interest, some interest, a little interest, or no interest at all. Base: N =

41 Interest in Programs and Services for the Recreation Center s Community Gathering Area Three in ten or more area residents have a great deal of interest in a wellness clinic and continuing and community education classes in the community gathering area of the Recreation Center. On the other hand, more than half of area residents have no interest at all in parenting and mommy and me classes. Wellness clinic 32% 32% 11% 24% 1% Continuing and community education classes 30% 37% 10% 22% 1% Rentable party room 28% 31% 11% 30% Kitchen for teaching adults and kids about healthy eating 26% 35% 11% 28% Healthy eating café 25% 36% 11% 28% Meeting space for local community groups and events 22% 38% 12% 28% Acupuncture, massage, and chiropractic services 22% 30% 16% 32% A common area to gather, relax, and socialize 21% 34% 14% 30% 1% Parenting and "mommy and me" classes 13% 18% 14% 55% 0% 20% 40% 60% 80% 100% Great deal of interest Some interest Little interest No interest at all Don't know Q3. Next, I am going to read you some general programs and services the community gathering area in the new Recreation Center might offer you and your family. For each, please tell me if you or someone in your household have a great deal of interest, some interest, a little interest, or no interest at all. Base: N =

42 Interest in Water Features and Activities at the Recreation Center About four in ten area residents have a great deal of interest in an indoor water park and an indoor pool, while three in ten have a great deal of interest in a warm water pool for water therapy. Conversely, about four in ten have no interest at all in a competition pool for organized swimming or an outdoor water park for families. Indoor water park 44% 23% 7% 25% 1% Indoor pool 38% 28% 8% 25% 1% Warm water pool for water therapy 30% 30% 12% 27% 1% Water aerobics or other water exercise classes 28% 28% 13% 31% Outdoor water park for families with a splash pad and sun deck 27% 25% 9% 38% 1% Vortex pool 26% 29% 12% 32% 1% Sauna and whirlpool 24% 30% 13% 33% Competition pool for organized swimming 22% 22% 13% 42% 1% 0% 20% 40% 60% 80% 100% Great deal of interest Some interest Little interest No interest at all Don't know Q4. This new Recreation Center also could offer a variety of different water features and activities. For each of the following, please tell me if you or someone in your household would have a great deal of interest, some interest, a little interest, or no interest at all. Base: N =

43 Interest in Older Adult & Youth Programs 43

44 Interest in Programming for 65+ Year Olds Three in ten area residents would be interested in programming for adults 65 and over at the Recreation Center. Yes 30% No 70% Q5. The Recreation Center could also offer programs for adults age 65 and over. Would a member of your household be interested in programming for adults 65 and over? Base: N =

45 Interest in Programs for 65+ Year Olds Of the area residents who would be interested in programming for adults 65 and over, more than four in ten have a great deal of interest in rehabilitation programs for arthritis and joint replacement patients and fitness classes for older adults. About one-third have a great deal of interest in a computer lab to teach new technology. Rehabilitation program for arthritis and joint-replacement patients 42% 38% 4% 14% 2% Fitness classes for older adults 41% 37% 10% 11% 1% Computer lab to teach new technology 34% 33% 9% 24% Health education and screenings 25% 36% 12% 26% 1% Organized activities such as card games or clubs 19% 38% 11% 32% Adult day services that care for older adults during the day 18% 35% 10% 36% 1% 0% 20% 40% 60% 80% 100% Great deal of interest Some interest Little interest No interest at all Don't know Q6. For each of the following activities for adults age 65 and over, please tell me if you or a member of your household would have a great deal of interest, some interest, a little interest, or no interest at all.* Base: N = 120 *Asked only of those who have someone in their household who would be interested in programming for adults 65 and over per Q5. 45

46 Interest in Youth and Teen Programming About one-third of area residents would be interested in youth or teen programming at the Recreation Center. Interest in Youth Programming Interest in Teen Programming Yes 37% Yes 33% No 63% No 67% Q7. Would you or anyone in your household be interested in youth programming for those 5 to 12 years old at the Recreation Center? Base: N = Q8. Would you or anyone in your household be interested in teen programming for those 13 to 17 years old at the Recreation Center? Base: N = 400

47 Interest in Youth and Teen Programs More than half of area residents who would be interested in youth or teen programming at the Recreation Center have a great deal of interest in swimming lessons, organized team sports, tutoring, programs and activities for kids and families, and busing from school to the Recreation Center. Swimming lessons 55% 25% 5% 15% Organized team sports 54% 32% 5% 8% 1% Tutoring to help grade school children and teens complete their schoolwork 53% 24% 8% 14% 1% Programs and activities for kids and families 52% 33% 6% 9% Busing from school to the Recreation Center 51% 24% 9% 16% An indoor playground 48% 29% 9% 13% 1% A multi-purpose gym dedicated for children under 10 48% 25% 9% 18% Drop-off childcare 46% 22% 10% 22% 0% 20% 40% 60% 80% 100% Great deal of interest Some interest Little interest No interest at all Don't know Q9. I am going to read a list of services and activities for youth and teens. Keeping in mind that existing YMCA programs will still be available, please tell me if you have a great deal of interest, some interest, a little interest, or not interest at all.* Base: N = 189 *Asked only of those interested in youth or teen programming per Q7 and Q8. 47

48 Interest in Youth and Teen Programs (Cont d) Although one-third or more of area residents who would be interested in youth or teen programming have a great deal of interest in all measured services and activities for youth and teens, about three in ten have no interest at all in programs and classes for children under 5 or a video based activity room. A supervised after school gathering place 45% 27% 12% 15% 1% A full-time, Monday through Friday summer care program for school-aged kids 44% 26% 8% 21% 1% Sports conditioning and training programs 43% 33% 13% 10% 1% Fitness classes designed for teens 41% 32% 11% 15% 1% Leadership and character development programs 40% 37% 9% 14% Programs and classes for children under 5 35% 22% 11% 32% Video based activity room 33% 27% 14% 26% 0% 20% 40% 60% 80% 100% Great deal of interest Some interest Little interest No interest at all Don't know Q9. I am going to read a list of services and activities for youth and teens. Keeping in mind that existing YMCA programs will still be available, please tell me if you have a great deal of interest, some interest, a little interest, or not interest at all.* Base: N = 189 *Asked only of those interested in youth or teen programming per Q7 and Q8. 48

49 Visit Influencers 49

50 Influence of Factors in Decision to Visit the Recreation Center Three-quarters of area residents believe that having a welcoming atmosphere would have a major influence on their decision to visit the Recreation Center while two-thirds believe that the cost of programming and security would have a major influence on their decision to visit. On the other hand, more than four in ten believe that a multi-lingual staff and public transportation to and from the Recreation Center would not influence their decision to visit the Recreation Center. Having a welcoming atmosphere 75% 14% 9% 2% Cost of the programming 66% 22% 10% 2% Security at the Recreation Center 66% 19% 14% 1% Hours the facility is open 60% 23% 15% 2% Amenities offered at the Recreation Center 48% 31% 17% 4% Location of the Recreation Center 40% 33% 25% 2% A diverse staff that can speak multiple languages 26% 29% 44% 1% Public transportation to and from the Recreation Center 21% 35% 42% 2% 0% 20% 40% 60% 80% 100% Major influence Minor influence Not an influence Don't know Q11. Now, I am going to list some factors that may influence your decision to visit the new Recreation Center. For each, please tell me if it would be a major influence, minor influence, or have no influence on your decision to visit. Base: N =

51 Perceptions & Preferences for the Recreation Center 51

52 Preferred Location for the Recreation Center More than two in ten area residents would prefer the Recreation Center to be built in downtown Austin, while more than one-third have no preference for where the Recreation Center should be built. Downtown Austin 22% Northwest 13% Southwest 10% North of I-90 8% Northeast 4% Southeast 4% No preference 35% Don't know 4% 0% 20% 40% 60% 80% 100% % Mentioned Q12. Now I am going to list some locations in Austin where the new Recreation Center might be built. Assuming that there would be plenty of parking and access to public transportation wherever the facility is built, please tell me at which site you would prefer the Recreation Center to be built. Base: N =

53 Likelihood to Join the YMCA and Type of Membership Desired Nearly six in ten area residents would definitely, probably, or maybe join the YMCA located in the Recreation Center. Of those who would definitely, probably or maybe join, more than two-thirds would be interested in a family membership, and one-quarter would be interested in an individual membership. Likelihood to Join the YMCA Don't know 1% Type of Membership Desired Definitely not join 17% Probably not join 24% Definitely join 10% Probably join 17% Maybe join 31% Don't know 7% Family 68% Individual 25% Q13. Regardless of location, the new Recreation Center would include an indoor pool, gym, a running/walking track, exercise equipment, and exercise studios for fitness classes among other services and programs. A YMCA membership would also provide access to a Field House at no extra charge, which will include indoor soccer fields, volleyball and basketball courts, a running track, and ample spectator seating at no extra charge. How likely or unlikely would you be to join the YMCA located in the Recreation Center if the cost of membership was $45 per month for an individual membership and $65 per month for a family membership? Base: N = Q14. Would you be interested in an individual or a family membership? Base: N = 231 *Asked only of those who would maybe, probably, or definitely join the YMCA per Q13.