Swimming Centres Review Market Research Report July 2015 Summary 1. Background The City of Norwood, Payneham & St Peters owns and operates two swimming facilities the Norwood Swimming Centre, and the Payneham Swimming Centre. The Norwood Swimming Centre opened in the Swimming Season of 1956-1957 and the Payneham Swimming Centre opened ten (10) years later, in the 1967-1968 Swimming Centre. Both Centres are nearing the end of their functional life with the physical condition of the Swimming Centres being a significant issue for the Council and which it needs to address. Before embarking on any major expenditure, the Council wants to explore all options to ensure that the Swimming Centres ageing infrastructure is addressed and the best value recreational and leisure services are provided to the community. To assist in this process, the Council has commissioned a review of its Swimming Centres. The purpose of this Review is to develop a long term strategy for the Council s Swimming Facilities to ensure that; the Swimming Centres are managed, maintained and developed in such a way that will effectively meet the current and changing needs of the community; and the ratepayer subsidy is maintained at current levels or reduced over the next five (5) years. 2. Market Intelligence Key trends which may impact on the future of the two Swimming Centres are: ageing of the population. flexibility in the times when people recreate. (ie when people want to use the Swimming Centre) increasing range in recreation and leisure options. time constraints to recreation and leisure participation. changing employment structures, trading and work hours. great market segment differentiation. demand for high standard and quality of facilities and services. desire for activities to be affordable. expectation for universal access. The aquatics market comprises at least six distinct segments, each requiring a specific marketing mix to maximise market share: namely; lap swimming swim coaching/squads learn to swim lessons (private, group and school) recreational aquatic play aquatic fitness programs therapeutic and rehabilitation programs
The Payneham and Norwood Swimming Centres compete in a market which has twenty three (23) pools including: Five (5) public, heated aquatic centres two are indoor facilities and three are outdoor. In addition, Campbelltown City Council has recently commenced construction of an indoor swimming centre in the redeveloped Campbelltown Leisure Centre. Ten (10) commercial indoor swimming centres. Six (6) private schools have swimming pools, with three being indoor. Nine (9) hydrotherapy pools. The aquatics market is very competitive, particularly for major markets aquatic education and aquatic fitness. The only major market which appears to be under serviced is the play and recreational market. Tea Tree Gully Waterworld and the Adelaide Aquatic Centre have play elements and Campbelltown Leisure Centre is planned to include a splash pad. 3. Market Research 3.1 Population The City of Norwood Payneham & St Peters has an older age profile than greater Adelaide, particularly in the 55+ age group. Population growth in the under 25 age group has remained stable over the last two Census periods and is forecast to remain at similar levels into the future. The main learn-to-swim market (5-14 years) represents 9% of the population which is lower than greater Adelaide which is at 12.4%. There is a forecast population decline in the 25-54 year age group, with population growth forecast for the 55 years and over age group. 3.2 Household Survey A telephone survey was conducted of 300 households in the City of Norwood, Payneham & St Peters. A random sample of households was selected and interviews conducted with people aged 15 years and over. The sample was further selected within each household to ensure broad representation of the Council area, by both gender and across all age groups. 47% of those surveyed had not visited a swimming centre within the last 12 months. The reasons for not visiting a swimming centre related to personal preferences (i.e. not interested, don t like swimming), access to other facilities (own or neighbours pool, or use beach) or age and health reasons. The reasons stated are very difficult to combat, and make it difficult to convert a non-user to a user of public swimming pools. Of the 53% who had visited a swimming centre, the Norwood Swimming Centre was most popular, with 34% visiting the Centre and 26% visiting the Payneham Swimming Centre. The reasons why respondents chose the swimming and aquatic centre visited most often were primarily due to the swimming centre being close to home and/or had good facilities. Overall, the activities undertaken while visiting the swimming centres are lap/fitness swimming, recreational swimming, taking children to swim lessons and recreational swimming with children. Lap swimming was the most popular activity for both genders and respondents aged 50+ years. Recreational swimming was the most popular activity for respondents aged 15 29 years. Taking children to swimming lessons was the most popular activity for respondents aged 30 49 years. Most people, who visit the Norwood Swimming Centre, did so for lap swimming, where-as most people who visit the Payneham Swimming Centre do so for recreational swimming. The most important features expressed by the survey respondents of a Swimming Centres were water quality, proximity to home/work/school and sufficient shade within the pool surrounds, with 73% of
respondents stating that the Council s swimming facilities were adequate to meet their personal and family needs. 3.3 Users Survey A survey was conducted of users of both the Norwood and Payneham Swimming Centres and key stakeholder groups. The respondents were predominately female (62%) and people aged over 45 years. It also reflected the localised catchment of both Centres with 52% of respondents living in the postcode areas which are primarily within the City of Norwood Payneham & St Peters. The results of the User Survey were in line with the telephone survey, with the activities undertaken being predominately lap swimming and recreational swimming, however interestingly the main activities undertaken, were reversed with most users of the Norwood Swimming Centre, doing so for recreational swimming whereas most people visit the Payneham Swimming Centre for lap/competition swimming. Users of both facilities consider that the most important component of a swimming facility is an outdoor 50 metre lap/competition pool. Both facilities have a high proportion of users who live within the City of Norwood Payneham & St Peters. Almost 70% of users of the Norwood Swimming Centre and 50% of users of the Payneham Swimming Centre live within the City of Norwood Payneham & St Peters. The Payneham Swimming Centre also have a significant proportion of customers from the two adjacent Councils, namely the City of Port Adelaide Enfield and Campbelltown City Council. 4. 2014-2015 Operational Performance A summary of the Operational Performance of the Swimming Centres is set out below. For the 2014-2015 Swimming Season, the Swimming Centres had a combined Operating Deficit of $0.386m (2013-2014: Operating Deficit $0.429m). Total revenue for the 2014-2015 season was 6.5% up on the 2013-2014 Swimming Season, primarily due to income generated from swimming lessons and season passes at both Centre s. Both Swimming Centres benefited from the closure of the Burnside Swimming Centre. Patronage and ticket sales increased at the Norwood Swimming Centre. The Payneham Swimming Centre benefited through an increase in use by schools. Attendance at the Norwood Swimming Centre was 50,922, an increase of 8,362 on the 2013-2014 Season. The closure of the Burnside Swimming Centre for refurbishment, provided an opportunity for the Norwood Swimming Centre to increase attendances, particularly for lap swimmers. Attendance at the Payneham Swimming Centre was 86,181, a decrease of 2,008 from the 2013-2014 Season. The decrease in attendances is largely due to a decrease in Spectator attendances associated with School Carnivals (which were held during the 2013-2014 Swimming season) but returned to the Burnside Swimming Centre in the 2014-2015 Swimming Season.. Revenue from swimming lessons during 2014-2015 was $46,043 at Norwood Swimming Centre, an increase of 22% on 2013-2014. The closure of the Burnside Swimming Centre is considered to have resulted in an increase in Swimming Lesson enrolments at the Norwood Swimming Centre, as parents sought alternative arrangements. Revenue from swimming lessons at Payneham Swimming Centre during 2014-2015 was $88,726. As swimming lessons are at capacity at the Payneham Swimming Centre, future growth in revenue is limited unless more shallow water space is made available. Over recent years, the emphasis has been on building successful swim schools at both the Norwood and Payneham Swimming Centres. This has resulted in a significant increase in swimming lesson Income to $134,769 compared to $120,074 in 2013-2014, an increase of 12%.
5. Facilities Overview The following section provides an overview of the respective facilities infrastructure. Norwood Swimming Centre Features 13m x 6m Learners/Toddlers Pool with shade sails 50.4m six (6) lane gas heated main outdoor pool Age Opened during 1956-1957 Summer Constructed in 1956 Land Ownership Council Land Facilities Large gum trees and elevated lawns Aged buildings which include, entry/foyer, office, kiosk, change rooms, plant room, first aid/staff room, plant room, store rooms Season Length Mid October to end of March Management Internal Staff Management :Seasonal Permanent Lifeguards: Casual Swim Instructors: Casual Strengths Significant Community Support from Resident Groups Length of Main Pool (50m) The pools, buildings and facilities in a small area which enables efficient management and supervision by parents and staff. Growing Learn to Swim program Staff, have regular casual lifeguards and swim instructors from season to season Weaknesses Facility condition is average. The buildings and Centre entrance detract from the complex and need redevelopment. Aging Pool Infrastructure and plant & equipment Single Purpose (i.e. just a pool) Outdoor, limited season. Facility not used during winter months Size of Learners Pool restricts school usage and swimming lesson class sizes Only has six(6) lanes Facility access lack of facility signage profile of Centre is understated; entrance, reception and change rooms are dated and not welcoming Land locked with limited car parking Marketing facility does not sell itself assumes people know who and where they are and the programs offered. Lack of use of social media and other advertising tools. Emphasis on compulsory swimming lesson as part of the School Curriculum Improved relationship with Education Payneham Swimming Centre 12m x 6m Toddlers Pool, with Shade Sails 20m x 14m Learners Pool with Shade Sails 50m eight (8) lane gas heated outdoor main pool Opened during 1967-68 summer Constructed in 1967 Council Land Large lawn area Upgraded change rooms Family/Disabled Room Aged Administration building, which includes office, staff room, first aid room Meeting/Clubroom Facilities, within main building Kiosk Plant Room Backwash Facility Mid October to end of March Internal Staff Management :Seasonal Permanent Lifeguards: Casual Swim Instructors: Casual Length of Main Pool (50m) The pool has a relatively high profile on a busy road and is part of a cluster of community/neighbourhood facilities Ample Car parking At capacity Learn-to-Swim program. Staff, have regular casual lifeguards and swim instructors from season to season. Aging Infrastructure and plant & equipment Single Purpose (ie just a pool) Outdoor, limited season. Facility not used during winter months Kiosk facilities are operated by third parties Marketing facility does not sell itself the Council assumes people know who and where they are and the programs offered. Lack of use of social media and other advertising tools. The site has room for expansion of learner s pool and development of leisure water. Emphasis on compulsory swimming lesson as part
Opportunities Norwood Swimming Centre Department and Royal Life to encourage use of facility for their programs Threats Redeveloped Burnside Swimming Centre Industry trend for more interactive pools spaces Payneham Swimming Centre of the School Curriculum Improved relationship with Education Department and Royal Life to encourage use of facility for their programs Better utilisation of Clubroom/Meeting facility Establishment of 25m indoor facility at St Bernard s Leisure Centre (Campbelltown) Industry trend for more interactive pools spaces