Business Plan: Storybook Gardens

Transcription

1 Business Plan: Storybook Gardens How does this service contribute to the results identified in the City of London Strategic Plan? A Vibrant and Diverse Community A Caring Community Storybook Gardens contributes to A Vibrant and Diverse Community by providing Londoners with a one-of-a-kind, at-home day trip destination that is attractive for families. Storybook contributes to the diversity of recreation services available to Londoners, contributing to a happier and more liveable city. Storybook Gardens contributes to a Caring Community by helping to build developmental assets in children through focus on the core themes of interactive play, enhancing emergent literacy, and connection with the natural world. With visits from London and area families, annual pass holders, school programs, day camps and site rentals for community groups and London corporations, Storybook Gardens provides a unique setting for people to come together, to connect and engage with each other and to participate in park special events and activities. Name the main activities done to provide this service: Name The Activities Done To Provide This Service How Much Did We Do? (optional) 1. Admissions and Seasonal Passes 124,754 visits, 3,711 passes in Children's Rides 137,000 tickets, 2,900 all day wristbands 3. Retail and Food Concessions Retail $.71/visitor, Concessions $1.43/visitor 4. Programs and Day Camps 1,110 special event participants 2,230 camper days in Storybook day camps 120 birthday parties Is The City Mandated To Provide This Service? Can The Level Of Service Be Changed? 1

2 Name The Activities Done To Provide This Service How Much Did We Do? (optional) 5. Group bookings and site rentals 3,000 field trip participants from 50 different area schools 75 groups visits from area day camps and children s organizations 30 private site rentals 7 open door events sponsored by area businesses Is The City Mandated To Provide This Service? Can The Level Of Service Be Changed? What is the current state of this service? Current Objectives / Milestones Storybook receives 124,000 visits a year, and many are repeat customers due to the quality of programs and activities. The Storybook spray pad, built in 2003, will undergo refurbishment and expansion beginning September This project will increase attendance, enhance the visitor experience, and reduce operating costs and environmental impact through the installation of a recirculating water system. Recent Achievements Storybook Gardens was voted Best Local Tourist Attraction in the 2012, 2013 and 2014 Best Of reader poll in the London Free Press. Recent Storybook Gardens visitor survey results indicated 98% satisfaction with the park experience and 86% satisfaction with the value for price. The number of annual passes has increased from 3,711 in 2013 to a projected total of 4,500 in

3 Challenges and Pressure Points Increases to the minimum wage have a significant impact on the operating budget at Storybook Gardens which employs casual staff each summer season. Rising insurance and utility costs create operating expense pressures. With very little indoor or sheltered programming space, the impact of weather on a year-round basis can have a significant impact on park attendance and revenue. What has been done to manage the budget? The service area has been actively managing its budget by implementing management led initiatives aimed at creating efficiencies, avoiding costs and generating revenue. These include the following: Efficiencies / Costs Avoided Previous 3 Years Staff restructuring including modification of operations positions to better address existing site needs, and reduction of fulltime management positions from three to two. Utilization of employment grants to fund summer positions for casual staff. Ongoing relationship with Hutton House providing volunteer services to help keep the park clean and tidy during the peak summer season. Modifications to existing light fixtures to higher efficiency T5 fixtures (ongoing). Revenue Generation / User Fee Increases Previous 3 Years Attendance growth and expanded capacity in Storybook day camp resulting in 61% increase in attendance and 106% increase in revenue since Annual pass sales increased from 3,884 in 2011 to 4,500 (projected) in Modest/affordable fee increases. 3

4 What is the future direction of this service? Storybook Gardens will continue to flow from the guiding principles outlined in the Parks & Recreation Strategic Master Plan, with ongoing input and dialogue with park visitors and program participants. Storybook Gardens will continue to strive to provide valued services to the City of London while maintaining and growing attendance and revenue levels in order to sustain the operation. What future initiatives can be contained within the maintain existing service level budget? 2015 Budget Continue to upgrade park and include activities such as play houses themed to meet our goals and objectives. Develop and implement program enhancements to encourage new and repeat visits. Upgrade and enhance spray pad to increase visitor use of the park. Participate in the master plan update process in 2014 to confirm and define Storybook s role in overall parks and recreation mandate Forecast Customer service strategies to enhance quality of the visit and visitor experience. Monitor energy costs with a re-circulated spray pad to confirm green and budget impacts. Work with Facility Construction & Design dept. on the lifecycle program to ensure appropriate maintenance to park buildings and continue to upgrade themed park to encourage and enhance participation. Monitor trends on insurance increases and investigate ways to reduce costs. 4

5 What service adjustments do you plan to make? 2015 Budget Additional pass holder events to enhance value of pass and to increase pass sales and retention. Expanded hours / dates for holiday celebration program seasons (Easter, Halloween, Christmas) Forecast Continue life cycle repairs on existing facilities. Key Performance Indicators How Much? 1. Net Operating Cost (000 s) $47 $39 $39 $39 $39 $39 2. Number of admissions (000 s) Number of pass holders 3,700 4,500 4,600 4,600 4,600 4,600 How Well? 4. Revenue per admission $10.95 $10.72 $10.48 $10.24 $10.24 $ Operating expenditures per admission $11.26 $11.01 $10.76 $10.52 $10.52 $10.52 Is Anyone Better Off? 6. Visitor survey results % agreeing with statement 98% 90% 85% 85% 85% 85% I was happy with our visit today 7. Value for dollar - % of visitors agreeing with statement Storybook provides value for the price 86% 85% 85% 85% 85% 85% 5