Denton Parks and Rec MarCom Strategic Plan

Denton Parks and Recreation

Marketing, Communications, and Outreach Strategic Plan

At Your Service

Table of Contents

Purpose of the Plan | pages 1-5

Guiding Principles, Ensemble, SWAT & PEST, Conceptual Foundation Overarching Goals & Objections,

Community Snapshot | pages 6-9

Denton Snapshot, Community Impact Collaboration, Post-Pandemic Reach

Market Segmentation | pages 10-17

Challenges, Mirco & Macro Subsets, Personas, Consumption, Programs

Strategic Game Plans | pages 18-33

Program Area Goals & Objectives,

Game Plan Resources | pages 34-37

Constituent-Centered Input, Community Input, Industry Reports

Recreation Plan | pages 38-49

Inventory, Cost of Service, Framework, Matrix, etc.

Brand | pages 50-59

Position, Strength, Touchpoints, Visual Identity, Voice, Tone

Operational Plans | pages 60-69

Department and City Master Plans

Insights and Influences | pages 70-83

Mission

Core Values

Inclusion

Create an environment where individuals and groups are valued, respected, and supported.

Collaboration

Listen, be open-minded, and be forward-thinking while working together toward a collective goal.

Quality Service

Anticipate, recognize, and proactively dress the needs of those we serve.

Strategic Focus

Always think with the future in mind.

Fiscal Responsibility

Ensure financial sustainability through the responsible use of City resources.

MARKETING our purpose

We serve to deliver transparent, valuable, relevant, and consistent information meant to unite, grow play and encourage engagement.

The primary purpose of this plan is to identify valuable insights needed to improve our goals and objectives and to outline the performance metrics used to measure the effectiveness of our efforts. Our approach serves both internal and external customers.

Ensemble

Owned Media | Curated In-House Websites, emails, press releases, advertorials, articles, PLAY Guide, quarterly reports, and more

Paid Media | Advertising

Print and digital advertising, billboards,  cinemedia, broadcast, and more

Earned Media | Public Relations

Discover Denton, Denton-RC, Google reviews, Dallas Child, influencers,  blogs, and more

Shared Media | Social Media

Facebook, Twitter, Instagram, YouTube, Facebook groups, community partnerships, and more

GUIDING principles

AnticipatedGame-Changers

SimplifyandUnify

In-HouseGuidingPrinciples

WeWritefortheWayConsumersRead

AccordingtotheNeilson/NormanGroup,people rarelyreadwebpageswordbyword;instead, studiesfindthat79%ofpeoplescanthepage, pickingoutindividualwordsandsentences, whileonly 16%readwordbyword.

WeTarget,ButNotAllatOneTime Weoffersomethingforeveryonebutnoteveryone isatarget. Wefosteranomni-channelapproach andmake strategicdecisionsbasedoncustomer expectations,commonalities,andtheanticipated returnoninvestment.

WeDesignforDigital-First Basedonapplicabletrends,wedesignfor digital-first. 64%ofallourplatformsareopened onamobiledevice.

WeConsiderQualityOverQuantity Wedon'ttakeshortcutsandconsidereverything including design,spacing,colors,andtypography. Theyallaffectreadability.

WeLeadwithInterestoverIntent Meaningfulcontentisanecessitytoinspire andengage. Weaimto"edutain"moreand promoteless.

ExpecttoseePARDcampaignsdeliveredmore holisticallytobetterrepresentUnite,Grow, Playtoimprovebrandstrengthandloyalty.

CustomerInsightsvsMetrics

Expecttoseeavarietyofmetricsthatinclude customersatisfaction,feedback,recurringrevenue, andretention.

Series-BasedContent

Expecttoseemoreseries-basedstories thatare moredigestiblethanrandomposts.According toFacebook,Oneofthemainreasonsuserslove storiesisthattheylikeuneditedandauthentic content.

VisualContent

Expecttoseemorevisualsand infographics. Peoplelikevisualcontentoverwrittencontent, accordingtoastudypublishedby Forbes.91% ofconsumerspreferinteractiveandvisual contentovertraditional,text-basedorstaticmedia.

MaximizeNEWInstagramTargets

ExpecttoseeanincreaseinInstagram,especially amongolderdemographics.Therearemore 45to54year-oldsusingInstagramthan13to17.

NaturalLanguageGeneration(VoiceSearch)

Expecttoseemorestyleguidecompliance becauseacoherenttone,excellentspelling,  andgrammarwillsucceedinvoicesearch.

Guiding Principles serve as a summary and snapshot of our approach to the strategic goals and objectives.

OVERARCHING goals and objectives

DRIVE traffic inbound to increase revenue enrollment, and participation

GENERATE interest & revenue by facilitating new marketing opportunities

REVENUE AND ENROLLMENT

Goals+Objectives

Drivetrafficinboundtogenerategrowth, conversions,andincreasecostrecovery

Media| Developomni-channeldeliverables basedonsubsetcostrecoverygoals

Partnerships|BlendPARDadvertising withcontractorsandcommunitypartners

EarnedMedia|Generateopportunities toutilizeearnedmediatosupplementads

PROMOTE social equity, services, benefits, opportunities, and public meetings

EDUCATE the value of parks, recreation, trails, free programs, services, events

COMMUNITY OUTREACH

Goals+Objectives

Promotepublicmeetings,socialequity, andscholarshipopportunities

Content| Educatethecommunityabout publicaccess,resources,andopportunities

Distribution |Mobilizepublicoutreach maximizingotherdepartmentsandgroups

Advertising|Promotethevalueandbenefit ofourservicesandparkstoincreaseaccess

ENGAGE capture, and storytell to trigger influence and sharable content

SERVE and respond to public requests online and offline meaningfuly

CONTENT MARKETING

Goals+Objectives

Developrelevantsubsetengagement toinfluenceuser-generatedcontent

Content| Buildmicrostorylinesand reducestaff'srandomactsofcontent

Distribution |Mobilizesegmentedmore meaningfulcontenttoincreaseopenrates SocialMedia|Createmorevideo experiencestoinspireshareablecontent

PARTNER with community organizations and grow sponsorships

INVEST in people not assets and build long-range sustainable partnerships

BRAND ENGAGEMENT

Goals+Objectives

InvestinCRMtoimproveourimprint, cultureofservice,andpublicperception

Content| Improvebrandedcontent tostrengthenbrandawareness

Distribution |Mobilizebrandloyalty campaignstobuildbrandambassadors Invest|Investincustomerjourney mappingtoexpandthea-hamoments

threat or opportunity

Strategic Plan PEST Analysis

POLITICAL

» New City Manager and ACMs

» Bond elections/CIP Programs

» New ordinances and policies

» HOT Funds and State legislation

» City Council and leadership priorities

» Strong social media presence

» Frequent informal reporting

SOCIO-CULTURAL

» Neighborhood influence on centers

» Community center vs. recreation center

» Local craft scene - goods, produce, beers

» Homeless & transitory population increase

» Population diversity increase

» Generational differences increase

» Special interest groups & grassroots efforts

ECONOMIC

» Cost of living increase

» Shifts in household income

» E-commerce & private competition

» Funding levels vs. demands

» FTE decrease relative to growth

» Competition between departments

» Population living below poverty line

TECHNOLOGICAL

» New software

» Competition with electronic gaming

» Public use of social media

» Technology impact on communications

» Targeted marketing using technology

» Impact of technology on FTEs

» Lack of Wifi in parks

Strategic Plan SWOT Analysis

STRENGTHS

» Get the job done; i.e. teamwork

» Passionate employees

» Many home business units

» Diversity of knowledge

» Experienced staff

» Ability to manage resources

» Rec fund and funding flexibility

» Response to public requests

» Programs reasonably priced

» Sense of community, identity

OPPORTUNITIES

» Program partnerships with KDB, etc.

» Help develop advocates

» Reorganize to eliminate silos

» Pursue ordinance for dedicated funding

» New tools from NRPA & leverage existing tools

WEAKNESSES

» General fund—4th in line

» No parks 4B sales tax

» Operate in reactive mode

» No progression plan—hurts retention

» Temp seasonal salaries not competitive

» Operate in silos

» Fast growing community

» Lack of customer service/sales training

PEST analysis is a framework that categorizes environmental influences as political, economic, social and technological forces.

community snapshot DENTON

Denton is located about 40 miles northwest of Dallas, about 38 miles northeast of Fort Worth and is served by three major highways: Interstate 35, U.S. Route 380, and U.S. Route 377. Founded in 1856 and later incorporated in 1866, the city of Denton is the county seat of Denton County. Both the city and county were named for John B. Denton, a prominent lawyer, preacher, and soldier. Denton is home to two major Universities: the University of North Texas which is the largest university in north Texas and the third largest in the state; and Texas Woman's University which despite its name is open to both genders. Additionally, Denton hosts several annual festivals and events including Denton Jazz and Arts festival, Liberty Run, Cinco de Mayo, and Juneteenth.

Attractive, safe and well-maintained public parks, open space, and recreation facilities are essential elements of Denton’s image and quality of life. Parks and open space help to protect the social, economic, and aesthetic qualities that Denton values. In order to preserve these qualities, the city will continue to expand its award winning parks system as the community grows.

2 Dog Parks

TOTAL ANNUAL VOLUNTEER HOURS 19,382

DENTON collaborations snapshot

Sustainable communities are served by programs that aid those in need including programs for youth, seniors, and people with disabilities, and encapsulates not only services provided by the City and organizations, but opportunities for volunteering, allowing the community members of Denton to support one another and give back.

Establishing connections is essential to the Denton 2040 Plan and the department’s Strategic Plan. This list is a small snapshot of the connections that staff maintains; excluded from this list are the public agencies, schools, and contractors the department works with annually.

Age Well Live Well Denton

American Red Cross

Black Student Union

Community in Schools of N. Texas

Cinco de Mayo Committee

Cross Timbers Church

Dementia Friendly Denton County

Denia Neighborhood Association

Denton Area Running Club

Denton Area Vicinity

Interdenominational Ministerial Alliance

Denton Black Chamber of Commerce

Denton Black Film Festival

Denton County/Family and Consumer Sciences

Denton County Healthy Communities

Coalition

Denton County Master Gardeners

Denton County Transportation Authority (DCTA)

Denton ISD- Aquatics

Denton ISD- Planning

Denton Main Street Association

Denton Parks Foundation

Denton State School

Denton Together Coalition

Girl Scouts of Northeast Texas

Greater Denton Arts Council

DENTON 2040 PLAN

Health & Human Services Commission

Kiwanis Fireworks

Lake Lewisville Paddling Trail

Meals on Wheels of Denton County

National Inventors Hall of Fame

Retired Senior Volunteer Program (RSVP)

Rotary Youth Leadership Awards

Serve Denton

SE Denton Neighborhood Association

St. Andrew Church of God-Christ

St. Emmanuel Missionary Baptist Church

STH Project

Texas Dept. of Aging & Disability Services

Texas Hunger Initiative-Fort Worth

Texas A&M AgriLife Extension

Texas Master Naturalists - Elm Fork Chapter

Texas Parks and Wildlife Dept

Texas Womens University

Trust for Public Land

United State Army Corps of Engineers (USACE)

University of North Texas (UNT)

UNT Osher Lifelong Learning Institute (OLLI)

UNT Rec Sports

Youth Sports Association

Proactively identify and organize volunteer opportunities within the city that will link Denton residents with opportunities to serve their fellow citizens.

Elm Fork Master Naturalists

Our Daily Bread

Denton Parks Foundation

$496,697 Facility Reservations

$1,619,835 Sports Tourism Impact

97,100 Scholarships Awarded

74,245 Water Works Park Daily Admin

30,139 NAT Users Daily Admin

23,069 Overall Program Registrationd

45,030 Sports Complex Spectators

4,854 Camp Registrations

12,915 DISD Swimmer and Guests

1,804 Swim Lesson Participants

MARKET SEGMENTATION

Segmentation

Denton Demographics

Denton is located in Denton County about 40 miles northwest of DFW metroplex, which stretches over 13 counties and has a combined population of 7.5 million.

Denton is currently growing at a rate of 1.29% annually, and it the 2010 census. Spanning over 98 miles, Denton has a populatio

The average household income in Denton is $73,561, with a poverty rate of 17.74%. The median rental costs in recent years come to $1,046 per month, and the median house value is $196,900. The median age in Denton is 29.1 years old, 28.8 years for males, and 29.5 years for females.

148,146 | Denton Population

17.74% Overall Poverty Rate

2.65 Avg. HH Size 48% Home Ownership

Segmentation Subsets&Challenges

The volume and range of programs challenge us to reach specific target audiences based on subsets of commonalities. In doing so, we're able to streamline marketing and outreach, maximize our funds, and customize content. Each segmentation has subsets that we cross match to help us identify the most effective strategies.

SegmentationbyLocation

➜WaterWorksPark

➜RecCenterSpecific

➜ParksandFacilities

➜PublicCommunications

SegmentationbyDemographics

➜WaterWorksPark

➜LeisureServices

➜ParksandFacilities

SegmentationbyGeneration

➜WaterWorksPark

➜LeisureServices

➜ParksandFacilities

SegmentationbyInterest

➜LeisureServices

➜PublicCommunications

GeographicSegmentation |DentonParksaudiencesaretargeted basedonproximitytoafacilityhostinganevent,program,oractivity. It'salsousedtostreamlinepublicinformationand/oroutreach basedparkdevelopmentsincertainaneighborhoodorcommunity. GeographicalsegmentsarealsousedforDestinationMarketing.

DemographicSegmentation |DentonParksaudiencesaretargeted basedonpeople-basedsegmentssuchasage,familysize,andincome. Dataisusedtoidentifyundeserved householdsthatmightqualifyfor scholarshipsortohelpusimproveourreach.

GenerationalSegmentation |DentonParksaudiencesaretargeted basedonuniquegenerationalcharacteristicsortrendsthatshapethe waytheymakedecisions.Thissegmentationmaximizescrossplatform strategiesandrequiresrelevantcontentmarketing.

Interest(Psychographic)SegmentationDentonParksaudiencesare targetedbasedonvariablessuchaslifestyle,values,needs,andinterests. Healthseekersandsportsleaguesareheavilymarketingbyinterest.

Segmentation SubsetTrends

New Health Seekers

Health seekers embrace communities and are not about competition or even exercise. This type of group wellness often takes the form of organized meditation groups and yoga in public spaces, instead of private studios.

Outdoor Consumers

Seek "micro-adventures" and tend to be young, ethnically diverse and active; outside for 25-30 hours per week.

Urban outdoor consumers don’t see themselves as traditionally outdoorsy; rather, they get outside because the activities they enjoy require them to go outside. The majority were raised on team sports, and their participation in outdoor endeavors is as much about fitness, competition, socialization and intensity as it is about connecting with nature.

Obesity Mindset

Plus-size groups who are active outdoors tend to be highly engaged on social media, with an emphasis on Instagram, Facebook and Twitter

Building a sense of self-worth is seen as an important gateway to their ultimate goal of overall health and happiness, and they feel strongly that every person, regardless of size, matters. They have a group mentality when it comes to their fitness activities and they're highly engaged online.

Trending Concepts

Eco-therapy | mental healing and growth through interaction with nature.

Fitcations | close-to-home eco-camps are built on the knowledge that simply getting outside is the cornerstone of human fitness.

Social Wellness | focuses on connecting with friends, family, and community. Those who sweat together, stay together

Rise of Millennials and Aging Boomers

According to the U.S. Census Bureau, the youngest Millennials will reach adulthood by 2020 and account for 28% of the U.S. population, as well as 50% of the working population. Meanwhile, every single day, more than 10,000 Boomers reach the age of 65.

Adults ages 50+ (Boomers) plan to stay active longer than previous generations of seniors.

Hispanic-Latino Growth

Running is the number one outdoor activity among Hispanics. They also embrace biking, dance, soccer, hiking, camping and conservation activities.

Boomers Seek New Outdoor Activities, Boomers are becoming increasingly health and fitness conscious, joining fitness programs, taking advantage of fitness-tracking technologies, such as Fitbit and Lumo Lift, and using the internet to discover new activities.

Obesity

If the obesity trend continues on its current trajectory, 42% of the U.S. population will be obese by 2020.

Researchers recommended that pediatricians should treat exercise like a vital sign, similar to height and weight, and engage patients in conversations about how to be more physically active.

Segmentation Subsets&Challenges

Acombinationofmarketsegmentationsareusedtoidentifymicroandmacrotargetaudiencesandthedata isappliedtodeveloptacticsusingavarietyofstrategies.Theincreaseingenerationalsegmentationdata makesroomforshiftsincustomizedcontentusingahybridofonlineandofflinechannels.

MarcoSubsets

Marcotargetsubsetsareappliedtohealthseeker andactiveadulttargets.Thissubsetishighly competitivebecausethisserviceisaneedalso metinthecommunity;thereforesituational analysisisfrequentlyapplied.Afinancial dependencyexistswithaneedtogrow membershipandrevenuewithouttheabilityto accommodategrowth.

Microandmacrotargetsubsetsareappliedbased onageandinterests.Challengesexistduetoalack ofconsensusonprogrammingagegroupsand targetsegmentation,inadditiontothechanging thresholdthatlabelsolderadultsasseniors. Anotherchallengeisthedivisionofseniorcenters.

MicroandMacroSubsets

Microandmacrosubsetsareappliedtoadvertise andpromotebasedoninterestandenrollment. Technologyisnotmaximized,somarketingstaff aren'tablemaximizeoutreachandcapabilities.

Micro and Macro Subsets

Micro and macro subsets are applied to reach preschool age and school-age parents for camps, after school child care, preschools, etc.

MicroandMacroSubsets

Microandmacrotargetsubsetsareapplieddueto high-volumeandmulti-locationcontractor-based instructionalprogramsandactivities.

MicroSubsets

Microsubsetsareappliedtolocation-basedevents, activities,parks,andfacilities.Publicoutreachis maximizedforfreeevents,parks,andtrails.

Family and Facility-Centric Outreach

Older Adults & Senior Centers

Family and Facility-Centric Outreach

WaterWorksParkPersonas

Water Works Park and Denton Civic Center have a larger reach than other Leisure Services programs, events, activities, and facilities. Customer acquisition differs by cost recovery targets. Destination marketing tactics are needed to generate revenue in rentals, admission, and pass sales.

GENERATIONAL SEGMENTATION

THE GAME PLAN

Overall Game Plan Goals, Objectives, Tactics, & Resources

GAME PLAN core programs

aka subdivisions

At the core of program delivery is the commitment to transform lives through values-based programs that are developed to cultivate engagement, unite the community, grow ambassadors, and stimulate play. In doing so, we leverage programs, along with facilities, playgrounds, parks, trails, and open spaces that are maintained and preserved in accordance with integrated city master plans.

ACTIVE ADULT 50+ CENTERS | The department operates two senior centers with access in the form of a rec pass, gym membership, or through fee-based program attendance. The seniors have fitness rooms and meeting space, but lack a gymnasium. The senior centers leverage larger lounge areas and game rooms for drop in activities and fellowship. Both centers boast kitchens and a garden or terrace adjacent to a community park and made available for facility rentals. Programs are either free or fee-based.

Enrichment programs, activities

Fitness-related memberships

Day Trips and Extended Trips

Outdoor recreation

Social activities and games

Events and facility rentals

Benefits are physical, social, behavioral, therapeutic

Functional benefits include improved health and wellness, ROM and muscle tone

Social benefits are relaxation, stress relief, interaction

Value includes community cohesion and support

AQUATICS SUBDIVISION | Denton Aquatic Center is a joint-use agreement facility between the City and Denton Independent School District and is comprised of Denton Natatorium (NAT) and Water Works Park (WWP). At the end of each fiscal year, any deficit generated by the combined revenues and expenditures of the NAT and WWP are equally shared on a 50 percent basis between the City of Denton and DISD. The department also operates the Civic Center Pool and a sprayground. Program space at the NAT is challenging as a joint-use facility and requires a collaboration in scheduling program needs and public access. The Department is currently developing and Aquatics Master Plan with input from stakeholders including UNT, TWU, DISD, and the Denton Community.

American Red Cross Learn to Swim

American Red Cross Lifeguarding, WSI

Aquatic classes, camps, memberships

Specialty contract incstruction

Benefits are physical, social, emotional, therapeutic

Functional benefits include ROM and muscle tone

Social benefits are relaxation, stress relief, interaction

Value includes confidence in knowing life saving skills

ATHLETICS SUBDIVISION | The athletics division oversees seasonal fee-based sports leagues, clinics, camps, and instruction for youth, adults, and homeschool families. Facility operations include a tennis center, driving range, disc golf course and program management of sports complex and ballfield rentals.

Youth and adult sports leagues

Youth and adult sports Instruction

Facility rentals, tournaments,etc.

Athletics programming

Benefits are physical, social, behavioral, motor skill

Teaches accountability, dedication, leadership

Social benefits are self-confidence and communication

Value fosters sportsmanship, skills, and passion

BEAUTIFICATION, EDUCATION, AND EVENT SERVICES SUBDIVISION | The BEES Division provides oversight for both internal (City-run) and external community events, Keep Denton Beautiful (KDB) and volunteer initiatives, the operations of the Denton Civic Center and Clear Creek Natural Heritage Area, and customer support needs for the department. KDB engages Denton neighborhoods, businesses, and residents of all ages in creating a clean and beautiful Denton. KDB offers programs and events to support beautification, litter prevention and cleanup, and urban forestry efforts.

Community events

Special event permitting & guidance

Keep Denton Beautiful programming

Volunteer opportunities & events

Facility and Park rentals

Clear Creek preservation & programming

Cemetery service needs

Customer support

Benefits are social, educational, environmental, therapeutic, and behavioral Strengthens community bonds and identity

Enhances urban tree canopy

Inspires beautification and volunteerism

Promotes a litter-free city

Preserves priceless ecological habitat

Builds community partnerships

RECREATIONAL CARE SUBDIVISION | The recreational care division oversees all out of school time programs for ages 5-15, as well as a monthly parent's night out program. These programs focus on physical, social, emotional and cognitive development through a variety of activities.

Spring Break, Holiday & Summer Camps

After School Action Site Program

Monthly Parent's Night Out

Kids' Day Off & Teens' Day Off

Special Event Support

Benefits are physical, social, emotional, and behavioral Teaches accountability, and reduces risky behaviors through SEL and mentorship

Social benefits are self-confidence and communication

Value includes community support for working families Workforce development, support of local college child development, education, and recreation programs.

RECREATION CENTER SUBDIVISION | The department operates three rec centers a with access in the form of a rec pass, gym membership, or through fee-based program attendance. The rec centers have a gymnasium, fitness and cardio room, multi-use meeting rooms and an adjacent park and playground. Programs are either free or fee-based.

Enrichment programs, activities

Fitness-related memberships

Outdoor recreation

Adapted and Inclusive Recreation (A.I.R.)

Cultural and special events

Birthday Parties and facility rentals

Benefits are physical, social, behavioral, therapeutic Functional benefits include improved health and wellness, ROM and muscle tone

Social benefits are relaxation, stress relief, interaction

Value includes community cohesion and support

GAME PLAN athletic programs

Game Plan: Drive | Generate | Promote | Partner | Engage

Generateanincreaseinenrollmentandrevenue

S  | Partnerwithcontractorstodeveloptargetspecificcontent

O➜ Increaseprogramrevenuesandonlineregistration

Promotebrandawarenessandregistrationopportunities

S  | Createmobilefriendly,relevantcontentthattriggersenrollment

O➜ Increaseinsocialanalyticsandsharedmedia

Generatesegmentedemaildistributionandremarketing

S  | Developonlineanddigitalcontentspecificmedia

O➜ Increasesocial,email,andpay-per-clickanalytics

Partnerwithstaffandcontractorsforequitabledistribution

S  | Developanduseshareablecontent

O➜ Increaseandimprovecontractormarketingaccountablity

Post-COVID Adjustments

Consider aligning strategies with governing bodies to build assurances amind POST-COVID fears. Identify and maximize the new State of Play per sport and lead with it per piece. Develop a purpose to increase engagement and influence retention.

GAME PLAN athletic programs

Improving physical health was the No. 1 benefit parents gave for engaging their children in organized sports. Improved mental health, fun and enjoyment, promote teamwork and improved self-confidence were the next highest benefits identified by parents.

Aspen Institute, 2018

Educational Benefits

Organized sports activity helps children develop and improve cognitive skills, according to a study that tracked kids from kindergarten through fourth grade (Piche, 2014).

Physical activity in general, is associated with improved academic achievement, including grades and standardized test scores. Further, such activity can affect attitudes and academic behavior, including enhanced concentration, attention, and improved classroom behavior (GAO, 2012).

The benefits extend to the workplace. A survey of 400 female corporate executives found 94% played a sport and that 61% say sports contributed to their career success (EY Women Athletes Business Network/espnW, 2014).

Health Benefits

Provide access to and opportunities for organized physical activity and intramural programs before and after school.

Expand access to recreational spaces and quality sports programming while focusing on eliminating disparities in access based  on race, ethnicity, socioeconomic status, gender, disability, geography, age, and sexual preference.

Establish joint use agreements to allow use of school facilities for physical activity programs offered by community-based organizations outside of school hours.

Enhance existing parks, recreation, fitness, and sports infrastructure to build capacity  to disseminate policy and environmental interventions that promote physical activity.

Regular physical activity benefits health in many ways, including helping build and maintain healthy bones, muscles, and joints; helping control weight and reduce fat; and preventing or delaying the development of high blood pressure (GAO, 2012).

Psychological Benefits

Physical activity, and sports in particular, can positively affect aspects of personal development among young people, such as self-esteem, goal-setting, and leadership. However, evidence indicates that the quality of coaching is a key factor in maximizing positive effects (GAO, 2012).

A 2018 psychosocial survey by the Aspen Institute and the University of Texas showed that team sports fared better than individual sports, such as tennis, track and field, and cross country. The study, part of the Healthy Sport Index, evaluated personal and social skills, cognitive skills, goal-setting skills, initiative skills, health skills, and negative experiences for high school athletes based on their primary sport. There seems to be evidence that more traditional team sports may be structured or, at least, interpreted by the participants – in a manner that produces more concrete experiences associated with well-being.

State of Play | Families that can afford more play more.

Kids from lower-income homes face increasing participation barriers. Kids from the lowest-income homes are more than three times as likely to be physically inactive. In 2018, 22% of kids ages 6 to 12 in households with incomes under $25,000 played sports on a regular basis, compared to 43% of kids from homes earning $100,000+.

Surgeon General Recommendations

Subsets: Basedonlifestyle,interests,agegroups,andgenerationalneeds

Game Plan: Generate | Promote | Engage | Invest

Generate an increase in membership enrollment and revenue

S  | Shift to an online strategy to optimize inbound web traffic

O ➜ Increase revenue and enrollment

Promote group-ex via targeted campaigns that result in conversions

S  | Design relevant, shareable content that triggers action

O ➜ Increase social and digital analytics and brand equity

Engage influence marketing strategies to expose value and benefits

North Lakes Group Ex Membership Heat Map

S  | Pursue an app to centralize ambassadors and grow membership loyalty

O ➜ Develop a new net promoter score to reflect value and perception

Invest in member appreciation campaigns to strengthen retention

S  | Develop re-engagement modules and ambassador strategies

O ➜ Increase social and digital analytics

Post-COVID Adjustments ONLINE

Paid

MARCOM Page 24

GAME PLAN health and fitness resources

Exercise is one of the least expensive ways to stay healthy, with one study finding that exercise can prevent chronic diseases as effectively as medication. British Journal of Medicine, 2013.

A comprehensive study and analysis of existing research found that leisure-time physical activity is associated with reduced risk of 13 different types of cancer, including breast, colon, liver and myeloid leukemia;National Institutes of Health, 2016.

GAME PLAN health and fitness trends

GAME PLAN health and fitness trends

Popularity of Facility-based and Outdoor Social-based Group Exercises by Age

GAME PLAN senior programs

TargetMarketSegmentation:

Subsets: Basedoninterests,lifestyle,needs,agegroups,households,andgenerationaltrends

Game Plan: Generate | Promote | Educate | Engage | Invest

Promote active-specific programs that appeal to Baby-Boomers

S  | Generate an inbound hybrid game plan based on life-stage, not age

O ➜ Increase new enrollments, improve social and digital analytics

Promote opportunities for working adults to participate and engage

S  | Develop paid media and clickable-shareable content

O ➜ Improve social and digital analytics

Engage current members to foster word of mouth and brand loyalty

S  | Develop a member appreciate program

O ➜ Increase retention and referrals

Educate the value of community, fellowship, and wellness opportunities

S  | Develop hybrid deliverables based on needs and accessibility

O ➜ Increase brand awareness, rec pass sales, and new foot traffic

Post-COVID Adjustments

Identify survey trends and revise digital strategies accordingly. Develop a virtual plan to help seniors maintain engagement. Revise and resend the pandemic survey for a comparison of how how seniors have changed

Tactics

GAME PLAN senior program resources

Denton Parks Surveys, Adults Ages 50+

Howdoyouprefer tobecontacted?

DentonParksandRecreation

SeniorSocializationSurvey

We'reworkingtohelpyoustayactive, engaged,and,mostimportantly, connectedwhileDentonSeniorCenter andrecreationcentersareclosed.

We'recommittedtounderstanding andhelpingreducesocialisolation andinviteyoutosharehowyou're doing,whatneedsandchallenges you'refacing,howwecanhelp, andhowwecanhelpeachother.

Weareseekinginputfromindividuals ages50andolder,andalsowelcome repliesfromseniorcaregivers.

StartSurvey

Additional Denton-Specific Program Public Input

chair volleyball, balance classes, games, art and crafts, learn a new language, wood working skills, exercise classes, more outdoor activities, classes at earlier times, exercise, socializing,  meet & greet for relatively new members, smaller exercise classes, virtual classroom with people presenting/discussing various topics, i.e., travel, health/fitness, food, dance, weight training, walking, crafts, yoga for beginners, intergenerational activities, interracial dialog, Medicare Info, legal info such as wills, making connections with social services, movie nights, book discussions, book clubs for sci-fi, mystery or other genres, health, weightloss, journaling, pottery, watercolor, art, painting, social media and technology

The AARP Livability Score rates the overall livability of Denton on a scale from 0 to 100. It is based on the average score of seven livability categories—housing, neighborhood, transportation, environment, health, engagement, and opportunity.

GAME PLAN aquatic programs

TargetMarketSegmentation: Psycographic|Demographic|Generational

Subsets: Basedoninterests,lifestyle,needs,agegroups,households,andgenerationaltrends

Game Plan: Promote | Generate |

Promote Training and Hiring

S  | Leverage training to in recruitment marketing

O ➜ Hire a minimum of 150 Lifeguards & 30 WSI staff for summer season

Generate opportunities for swim lessons during summer camps

S  | Partner with Rec Care staff to offer swim lessons during camps

O ➜ Increase Learn to Swim enrollment

Engage current staff in training opportunities

S  | Expand lifeguard training to existing staff

O ➜ Increase internal enrollment

Aquatics Master Plan

The Parks, Recreation, and Trails System Master Plan identifies several improvements and significant investments needed for the Aquatics division. The City Council approved a Professional Services Agreement with KimleyHorn and Associates, Inc. for professional services to create a comprehensive Aquatic Master Plan. This project will consist of significant public engagement, needs assessment, conceptual designs, probable cost for the improvements, and several other items culminating to an Aquatics Master Plan that will guide the Aquatics division for the next 10 years.

GAME PLAN community events

TargetMarketSegmentation: Psycographic|Demographic|Generational

Subsets: Basedoninterests,lifestyle,andgenerationaltrends

Game Plan: Promote | Generate | Engage

Promote Community Events

S  | Leverage co-sponsorships and event opportunities

O ➜ Increase attendance and event vendors

Generate opportunities to provide more activities

S  | Partner with community businesses and vendors

O ➜ Increase activities offered during events

Engage with attendees

S  | Engage and promote PARD programs at events

O ➜ Increase marketing opportunities

Tactics and Formations

ONLINE Paid Media| Earned Media | Owned Media | Shared Media | Social Media

Retention Reach Revenue CTR, CTO

OFFLINE Paid Media | Articles | Direct Mail | Outdoor banners and yard signs | Fliers | Play Guide

DIGITAL Email | Cinemedia | DRC Banner Advertising

The top 3 activities include: Music or performance events, such as concerts

Downtown Master Plan

Movie nights in the park

Family and friends' nights, such as a bonfire social

The goal of the Downtown Master Plan Update is to evaluate the vision for the Downtown and surrounding area, as well as set clear policy direction and supporting implementation strategies that will continue the economic growth of Downtown, enhance pedestrian experience, and preserve the character of the Downtown. The update will evaluate if the Downtown should be expanded in size to maximize future opportunities, identify additional open space, and gathering places, increase housing choices, enhance mobility connectivity, and balance development while protecting existing neighborhoods and historic resources. It is anticipated that the project will take approximately 10 months, commencing in February 2023 with a completion date in December 2023.

GAME PLAN adapted + inclusive programs

TargetMarketSegmentation: Psycographic|Demographic|Generational

Subsets: Basedoninterests,lifestyle,andgenerationaltrends

Game Plan: Promote | Generate | Engage

New Program needs to establish goals and objectives | Primary focus is a broad implementation of the Denton Parks and Recreation Inclusion Statement across all divisions of Denton Parks and Rec.

NRPA Parks for Inclusion is a formal commitment to the Partnership for Inclusive Health’s Commit to Inclusion initiative to ensure that all people have access to the benefits of local parks and recreation. Parks for Inclusion supports built environment enhancements, model policy development, and best practices for program implementation to increase access to health opportunities for those with physical and cognitive disabilities, the LGBTQ community, and racial and ethnic minorities and new Americans.

Key Findings in the NRPA Park and Recreation Inclusion Report show the greatest challenges keeping park and recreation agencies from being more inclusive to all members of the community include:

Insufficient funding

Inadequate staffing

Guideline for Disability Inclusion

Facility space shortages

Lack of staff training

The Guidelines for Disability Inclusion and its resources can be used by any entity including government, private, and non-profit organizations to ensure new and existing program initiatives and policies in the areas of physical activity, nutrition, and obesity are appropriate and accessible for people with disability.

Move United is focused on ensuring everyone, regardless of ability, has equal access to sports in their communities. Move United uses the power of sport to push what’s possible for people with disabilities, confronting ignorance, fueling conversation, and inciting action that leads us to a world where everyone’s included. Move United’s ambitious goal is that by 2028, ninety-percent of all Americans live within fifty miles of a Move United Member Organization.

Comprehensive Study of Special Olympics TX Athletes and Their Families

In the largest study to date of people with intellectual disabilities and their families, researchers found that Special Olympics Texas leads the nation in the employment of athletes with intellectual disabilities in competitive environments. The study also showed that children, adolescents, and adults with disabilities experience a significant improvement in self-esteem through participating in Special Olympics in the Lone Star State.

GAME PLAN

beautification, education, sustainability

TargetMarketSegmentation: Psycographic|Demographic|Generational

Subsets: Basedoninterests,lifestyle,andgenerationaltrends

Game Plan: Promote | Generate | Engage | Invest

New Program needs to establish goals and objectives

KAB 2020 LITTER STUDY: Key Finding

Nearly 50 billion pieces of litter along U.S. roadways and waterways

Slightly more litter along waterways (25.9B) than roadways (23.7B)

152 items for each U.S. resident

More than 2,000 pieces of litter per mile (both roadway and waterway)

Most littered item remains cigarette butts, but this litter is down almost 70%

207.1M PPE items littered

Clear Creek Master Plan

The Denton Clear Creek Natural Heritage Center Master Plan will update the existing 2014 Master Plan which was created to guide development of educational programming and facilities on Denton's property, Clear Creek Natural Heritage Area. The plan focuses on expanding programming, developing the environmental education and exhibit space at Clear Creek Natural Heritage Center, and showcasing sustainable site and building design principles. This project will build off of the original conceptual designs for a new Nature Center with an emphasis in local educational partnerships.

Partnerships & Resources

GAME PLAN instructional programs

TargetMarketSegmentation:

Subsets:

Game Plan: Drive | Generate | Promote | Partner | Engage

Generate an increase in enrollment and revenue

S  | Maximize subsets to target via email and social media ads

O ➜ Increase program revenues and online registration

Promote brand awareness and registration opportunities

S  | Create mobile friendly, relevant content that triggers action

O ➜ Increase in social analytics and shared media

Generate segmented email distribution and remarketing

S  | Develop online and digital content specific media

O ➜ Increase social, email, and pay-per-click analytics

Partner with staff and contractors for equitable distribution

S  | Develop and use shareable content

O ➜ Increase and improve contractor marketing accountablity

Post-COVID Adjustments

Activity booking trends.

Reach

Identify and maximize the new model of participation. Maximize KDB, Sustainability, and Outdoor Education to re-engage The most common marketing channels for camps are social media, email, and search engine advertising

GAME PLAN program-specific trends

agency-centeredGAMEPLANRESOURCES

Sports and Fitness Industry Association (SFIA)

is the industry trade association of leading industry sports and fitness brands. SFIA produces the industry-leading National Health-through-Fitness Day on Capitol Hill as well as representing the industry on trade and consumer issues. www.sfia.org

National Golf Foundation (NGF)

NGF helps its 4,500 member businesses and golf facilities succeed by providing marketing, research, customer targeting, and other consulting services. www.ngf.org

Outdoor Industry Association (OIA)

The premier trade association for companies in the active outdoor recreation business. www.outdoorfoundation.org

International Health, Racquet and Sportsclub Association (IHRSA)

A trade association serving the health and fitness club industry. www.ihrsa.org

Tennis Industry Association (TIA)

The Information source and clearing house for positive tennis news that is supplied to TIA members, tennis publications and to the mainstream media in cooperation with the USTA. www.tennisindustry.org

United States Tennis Association (USTA)

The national governing body for the sport of tennis and the recognized leader in promoting and developing the sport’s growth.

USA Football (USAF)

The national governing body for amateur American football in the United States. It is an independent non-profit based in Indianapolis, Indiana. www.usafootball.com

SnowSports Industries America (SIA)

The national not-for-profit trade association representing the snow sports industry. SIA is the association for snow sports, working with you and for you. www.snowsports.org

People for Bikes (PFB)t

The national not-for-profit trade association representing the biking industry. www.peopleforbikes.org

GAMEPLANRESOURCES

ACTIVE PEOPLE, HEALTHY NATIONS

Asadepartmentwecanutilizethe ActivePeople,HealthyNation frameworkandstrategiestoincreaseaccesstoparksandprograms resultinginahealthier,physicallyactivecommunity.

LeverageCrossSectorCommitment

Communityengagement,datacollection,&assessments

Connect actionplanstorefinestrategicefforts

EvaluateandmeasureusingCDCandStateresources Integratesustainabilityandimprovements

Develop policies and plans for activity-friendly route to everyday destinations

Develop Joint-Use Agreements and increase access to Rec Centers and opportunities

Develop opportunities for kids to be active after school

Develop programmatic initiatives, walking trails, health fairs, social supports

Create supportive social networks and identify groups that support people with disabilities or chronic conditions

Identify worksites, health care, and local fitness organizations

Implement GPS applications, and bike and trail community wayfinding signs

Develop and implement Department Inclusion Statement and policies.

https://www.cdc.gov/physicalactivity/

10-Walk Campaign Mobility Plan (2022) Bike Plan (2020)

Trails Master Plan Trail to Facility Linkage Mobile Recreation Unit

Joint-Use Agreements

UNT Agreement After school programs Teen Council

City-wide events

Wellness campaigns

Senior Center Month #hashtag campaigns

Walking/Running Clubs

Adapted Recreation Disabilities Committee Support Groups

City Council Initiatives Parks Rx Program

IDentonFIT Employee Wellness

Signage, geocaching programs, GPS and GIS Applications

Accommodations Process Increase staff training Scholarships

1.

2.

3. 4.

5.

GAMEPLANRESOURCESconstituent-centered

Community Livability Survey

The City of Denton Community Benchmark Survey uses the National Community Survey (NCS) tool to assess residents' opinions on different aspects of the quality of life in Denton.

Questions are designed to measure ten facets of community livability: Safety, Mobility, Community Design, Utilities, Natural Environment, Parks and Recreation, Health and Wellness, Education, Arts and Culture, and Inclusivity and Engagement.

Public Input Reviews and Comments

Additional Community Input Surveys

Comprehensive Community-Based Needs Assessment Survey

ProgramsthatResulted

HighestinPublicInterest:

54%|OutdoorEntertainment

41%|Outdoor Recreation

40%|FitnessEquipment

39%|GroupExercise

39%|WellnessClasses

Top Reasons for Not Using

Facilities, or Programs:

Not conveniently located

Not aware of programs/facilities

No personal time

Do not meet my needs

Not interested

In 2019, the Parks and Recreation Department worked with National Service Research (NSR), a market research and consultant company, to administer a statistically valid comprehensive needs assessment survey as part of the new Parks, Recreation, and Trails Master Plan.

Mailed 10,000 postcards to households. 2,028 survey responses received.

407% increase from the previous master plan. Added "Pick, Click, and Play” social media survey. 600 survey responses received.

Denton Parks Surveys, Adults Ages 50+

Howdoyouprefer

DentonParksandRecreation

SeniorSocializationSurvey

We'reworkingtohelpyoustayactive, engaged,and,mostimportantly, connectedwhileDentonSeniorCenter andrecreationcentersareclosed.

We'recommittedtounderstanding andhelpingreducesocialisolation andinviteyoutosharehowyou're doing,whatneedsandchallenges you'refacing,howwecanhelp, andhowwecanhelpeachother.

Weareseekinginputfromindividuals ages50andolder,andalsowelcome repliesfromseniorcaregivers.

StartSurvey

Newareaswouldyoulike toseeagreatervarietyof:

41%|Fitness

40%|DayTrips

35%|TechnologyClasses

31%|ArtsandCrafts

20%|CommunityEvents

19%|SocialActivities

95%|Email

MARCOM Page 39

STRATEGY

Cost of Service | Allocation Strategy REC PLAN STRATEGY

REC PLAN STRATEGY planning model and framework

Staff will use the Strategic Program Plan (Appendix A) and Program Determinant Evaluation Form (Appendix B) to determine which recreation programs and services should be offered to best serve the community. The Strategic Program Planning Form should be completed prior to beginning a program to determine approval or denial of the program. If approved, the Program Determinant Evaluation Form is completed annually to determine whether the program will continue as is, requires improvements be made, be phased out over time, or when appropriate, discontinued.

The Strategic Program Plan and Program Determinant Evaluation Forms require staff to consider the following items when developing and evaluating programs.

NRPA recommended program and service determinants

Conceptual foundations of play, recreation and leisure

Organizational agency philosophy mission, vision and goals and objectives

Constituent interests and desired needs

Creation of a constituent‐centered culture Experiences desirable for clientele Community opportunities

Broad Program Goals and Objectives

Staff will identify goals and objectives for each program and use these to guide and evaluate each program. Each program MUST be in line with the mission, vision and goals of the parks and recreation department.

Program goals are measurable, and reflect the desired outcomes of a recreational experience. As part of program evaluation, it is demonstrated how these goals are being met, and/or what is needed to meet them. The goals for each program are updated annually using the Strategic Program Planning Form.

Objectives are unique to the program that is offered and measurable. Moving forward they will be included in participant program evaluations to document if the objectives were met during the program’s implementation. Employees are responsible for identifying program objectives with input from contract instructors when working together. Objectives for programs help achieve the goals set by parks and recreation staff. They can change during a year if needed but are always re-evaluated before the next year’s strategic plan is approved. For example:

GOAL: To increase participation in the community garden by December 2023

OBJECTIVE 1: Based on participant feedback, expand plot sizes to 20ft from 10ft

In additional to individual program goals and objectives, staff will identify how each program or service relates to the broad goals and objectives identified by Organizational Key Focus Areas, City Council priorities and initiatives, the 2022 Parks, Recreation and Trails System Master Plan, Denton 2040 Plan, ADA Transition Plan, and other relevant community and organization plans.

REC PLAN STRATEGY planning model and framework

Program and Service Statistics

Parks and Recreation staff will collect and analyze statistics on its programs and services for evaluation and future program and service development. Metrics tracked and reported quarterly will include programsofferedvs.programsmade,attendance,programcosts,programandticketingrevenue,patron surveys, facility usage, volunteer data, project completion, marketing efforts, and other internal processes. The department will use this data to determine staff needs and to make program adjustments.

Programsurveysareautomaticallydistributedtoparticipantsonedayaftertheendofasessionthrough ourprogramregistrationplatform.AnexampleofcollectedsurveydataisincludedasAppendixC.

Constituent‐Centered Culture

Creation of a constituent-centered culture requires that we are intentional in our efforts to identify, understand and meet our customers' interests, needs and desired experiences. To better serve constituents, the parks and recreation department must understand community interests, attitudes, behaviors,income,age,familycomposition,andeducationalneeds.

There are many methods of gathering and assessing the community need such as collection of responsesreceivedviaparticipantreviewsandprogramevaluations;recommendationsfromcitycouncil, parksandrecreationadvisoryboard,communitymeetings,directobservationoffacilitiesandprograms, assessment of community pattern, ongoing review of feedback from participants, and by networking with other agencies on the local, state, and national levels. In addition to constituent needs, historical demandandemergingtrendsarealsousedtodetermineprogramofferings.

Recreation and Leisure Trends Analysis

The trends analysis provides an understanding of national, and local recreational trends. Through this process,programstaffareabletoanticipateandrespondtocurrentandfuturetrendsinRecreationand Leisure. Staff may utilize any number of resources through National Recreation and Parks Association (NRPA), the Outdoor Foundation, Keep Texas Beautiful, the Mind Body Wellness Index, Physical Activity Council, CDC.gov, Move United, and many more as referenced throughout the program plan. Through participation in Parks and Recreation industry meetings and conferences, program coordinators, supervisors, and managers remain actively engaged with peers, learn best practices, and identify potential new Parks processes in areas such as outreach, marketing, safety, programming, inclusion, adaptedrecreation,customerservice,andleadership.

Community Inventory

When evaluating current and planning for future programs, staff will consider the inventory of the Denton community to include parkland and recreation facilities, and all programs and services provided within the service area, including those provided by the agency and those offered by schools and other alternative public, private, and non-profit providers. Researching the types of programs and events that currently exist, competing amenities, who is being served, times programs are offered, and the cost to constituents in proximity to Denton allows for greater efficiency, planning, and program success. As a result, the parks and recreation department will offer programs, events, and provide opportunities that arenotavailablethroughotherorganizations.Duplicationattimesmaytakeplaceduetodemandforthe programand/oractivity.

REC PLAN STRATEGY matrix definitions

Self-Directed | Without leadership or guidance

General use of parks, playgrounds, and trails are self-directed recreational opportunities, as well as programs and services that include but are not limited to rec pass activities, such as open gym basketball and other drop-in activitiessuchasbridge,dominoes,pingpong,etc.

Leader-Directed | With leadership or guidance Programs and services including but not limited to instructor led classes and programs, sports leagues and instruction, swim lessons, camps, enrichment learning programs, adapted recreation, STEAM activities, aquatics, certificationsandtrainings,danceandtumbling,fitnessandwellness,outdoorrecreation,etc.

Facilitated | With leadership or guidance that leads to individual or self-directed use Programs and services serving the community need through coordinating the use of facilities and amenities includingbutnotlimitedtoissuingspecialeventspermitsandadministeringfielduseagreementsandrentals.

Cooperative | In Partnership with the Community Programs and services serving the community needs through partnerships and cooperative agreements with many organizations including public, commercial, and nonprofit entities to provide programming. These partnerships are formalizedMemorandaofUnderstanding(MOU),MemorandaofAgreement(MOA),orpartnershipagreements.

SMART Program Objectives and Evaluation

Identify SMART (specific, measurable, relevant, achievable, time-bound) objectives and goals and identify how these will be evaluated. This may include program evaluations, community surveys, demographic reports, public-input meetings, CivicRec reports, etc. All goals and objectives MUST be in line with the mission, vision, and goals of the parksandrecreationdepartmentandshouldrelatetobroadergoalsandobjectiveidentifiedinotherorganizational plans.

Scope of Program Opportunities/Classification Formats

Identify each program type (open access, special event, drop- in, equipment rental and checkout, facility rentals, leisureeducation,aquatics,after-school,arts,etc.)andhowtheagencyprovidesopportunitiesforproficiencylevels, socioeconomiclevels,racialandethnicbackgrounds,ages,andgenders.

Outreach to Diverse and Underserved Populations

"The City of Denton Parks and Recreation is committed to creating and promoting inclusion across all public spaces, places, facilities and programs the department manages. Through the Inclusion Statement and supporting practices, we aim to ensure access to the benefits of quality parks and recreation for everyone, including individuals with physical, intellectual, and developmental disabilities, the LGBTQ community, racial and ethnic minorities, and refugees and immigrants."

Identify programs and services that address specific barriers including physical, social, financial, geographic, and cultural that limit participation. Examples include the PARD Inclusion Statement, AIR programs, scholarship programs, cultural programs, mobile recreation, and more. See the appendix to view the full Denton Parks and RecreationInclusionStatement(AppendixH)andAccommodationsRequestForm(AppendixI).

Health and Wellness Promotion

Identify how programs promote physical, emotional, and emotional health and wellness through participation and education.

Program Promotion

Identify how programs will be promoted. This may include digital, print or broadcast media such as our PLAY! Guide, social media platforms, SPLASH Radio ads, in-house flyers, presentations to local groups and organizations, etc.

REC PLAN STRATEGY program & service inventory

RECREATION CENTERS

A+ Dog Obedience: Family

Manners Level 1

AARP Smart Driver Program

Adapted Kids

Adapted Rec Art and Crafts

Adapted Rec Dances

Adapted Rec Health & Wellness

Adapted Rec Social Connections

Adapted Rec Sports

Adapted Rec Sweetheart Ball

Adapted Summer Camp

Adult Coloring

ALH Potluck Lunch

ALH Drop-in Activities

ALH Senior Social Parties

American Red Cross Adult & Pediatric First Aid/CPR/AED

Archery

Art Classes

Asian/Pacific American Heritage Month

Back to School Party

Bean Bag Baseball

Bicycle Safety Classes

Birthday Bash

Black History Month Art Exhibit

Black History Month Celebration

Black History Month Program

Book Club

Breakfast with the Grinch

Career and College Fair

Ceramics

Chair Volleyball League

Checkers

Community Garage Sale

Computer Classes 50+

Computer Genealogy

Couch to 5K

Dementia Friendly Nature Walks

Denton County African

American Museum

Denton Writers' Critique Wkshp.

Dia De Los Muertos

Dominoes Tournament

Drama & Music Classes

Drum Jam: African/Djembe

Hand Drumming

ESL CLasses

Family Campout

Family Game Nights

Farm to Table Camp

Fitness Classes

Friday Night Music & Dances

GED Classes

Grand Afternoons

GRIT

Group Fitness Membership

Guided Hikes

Gym Membership

Halloween Carnival

Halloween Harvest

Halloween Haunted House

Health and Wellness Seminars

Health Fair

Health Screenings: Blood

Pressure & Glucose

Hispanic Heritage Month

Holiday Tea/Cozy Christmas

Homeschool PE Program

Homeschool Rock the Wall

Hope Kitchen/ Lunch

Horseback Riding

Juneteenth Senior Picnic

Junior Master Gardener

Mini-Camp

Karate Classes

Kayaking

Kids Rock- Parent's Night out

Legal Aid Community Education

Letters from Santa

Line Dance Lessons

Matter of Balance

Mexican Independence Day

Middle Eastern Dance

Midnight in Paris

MLK Jr. Day Celebration

Mother's Day Event

Mountain Biking

Nutrition & Wellness Classes

Outdoor Adventure Camp

Outdoor Expo

Outdoor Science with Attitude

Outdoor Skills Workshops

Painting Workshop

Para Sports

Performing Arts Camp

Pickling

Poetry Club

Pond Hopper Fishing Tournament

Preschool in Nature

Public Support Groups

Rec Pass

Reel in the Fun Fishing Tourn.

Indoor Rock Climbing

Roll! Play!

Safe at Home Course

Safe Sitter Course

Senior Center Book Sale

Senior Center Craft Store

Senior Center Drop-In Activities

Senior Games & Tournaments

Senior Thanksgiving Luncheon

Sewing class

Spades

Special Olympics

Sweetheart Ball

Tai Chi

Tap Dance Lessons

Teen Council

Teen Nights

Teen Outdoor Day Adventures

Teen Tech Tuesdays

Teen Twilight Egg Hunt

Tot Drop

Tot Open Gym

Senior Trips

Tutoring

Valentine's Dinner and Dance

Veteran's Day Program

Women's History Month

Woodshop

Xtreme Hip Hop

Yoga

Youth Tech

Zumba & Zumba Gold

RECREATIONAL CARE

Afterschool Childcare

Full Day Summer Camps

Holiday Camp

Kids' Day Off

Parent's Night Out- Kids Rock

Spring Break Camp

Teens' Day Off

AQUATICS

American Red Cross Babysitter's Training & Basic Water Rescue

American Red Cross Water Safety Instructor Training

American Red Cross Waterpark

Lifeguard Training

Aquatic Explorer Camp

Civic Center Pool Admission

Denton Dolphins Swim Team

Jr. Lifeguard Training

Natatorium Punch Pass

River Robics

Swim Lessons

Water Works Park Admission

ATHLETICS

Adult Cornhole League

Adult Kickball Coed League

Adult Soccer League

Adult Volleyball Coed League

Esports League

Juneteenth Tournaments

Men's & Coed Softball League

North Lakes Disc Golf Course

North Lakes Driving Range

Picklball

Skate Park

Soccer Classes

Sports Camps & Clinic

Summer Youth Track and Field

Women's Golf Lessons

Youth & Adult Basketball League

Youth & Adult Golf Lessons

Youth & Adult Tennis Lessons

Youth Flag Football League

Youth Futsal League

Youth Outdoor Soccer League

Youth Volleyball League

BEAUTIFICATION, EDUCATION & EVENTS

4th of July Celebration

Adopt-A-Spot

Arts & Jazz Festival

Children's Arbor Day

Cigarette Litter Prevention Prgm

Cinco de Mayo

Citizen Forester Training Prgm

Community Tree Giveaway

Denia Wildflower Garden

Denton Blues Festival

Dog Day's of Denton

Easter Eggstravaganza

Environmental Education Grants

Great American Cleanup

Honey Run

Meetup Cleanups

Mountain Bike Trail

Movies In The Park

Mural Art Initiative

My Little Valentine Family Dance

Neighborhood Beautification Grants

Redbud Festival

Tejas Story Telling Festival

Tree Rebate Program

Tree Your Block

Trees Mean Business

Twilight Tunes

Women's We Hike Wednesdays

Yappy Hour

Yard of the Month

REC PLAN STRATEGY categories of service

Beginner & Introductory Activities

Activities that introduce a skill/practice or provide a basic understanding of the fundamentals of a skill. These services require little to no experience in order to participate. Examples: sports clinics, water tots intro swim, Level 1 and 2,sports leagues 6-8U, blastball, "learn to" activities likechess,archery,fishing,andarts/crafts,andDolphinswhiteteam.

Community Events

Large-scale events that appeal to a broad portion of the community regardless of age, ability/skill, family composition, etc. These events are highly intensive and typically occur on an annual basis. Registration is generally not required. Examples: Arts and Jazz Fest, Blues Fest, Cinco De Mayo, Fourth of July Parade and Jubilee, National Night Out, Halloween Carnival and Harvest, Movies in the Park, Juneteenth, Redbud Festival, Tree Giveaway, Black History Month Celebration,andMartinLutherkingJr.DayCelebration.

Community Outreach Services

Services offered internally or through community partnerships, intended to address life challenges through maintaining quality of life, independence, and connection to the community by linking or providing resources for those in need. Examples: Meals-on-Wheels, resource seminars (financial, health, support services, etc.), support groups, benefits counseling, job fairs,healthfairs,warmingshelters,andshowers.

Enrichment Activities

Activities designed to develop and/or enhance life skills, self-sufficiency, and promote socialization. These activities are led and/or supervised by staff and/or volunteers. Examples: tutoring, after school care, day trips (museums, farms/gardens, theaters, hiking, kayaking), computer skills programs, STEM classes/camps, Clear Creek education programs, master naturalists,CPR,andsocialcraftingclasses.

Equity Services

Services that focus on addressing community inequities providing for improved access to leisureopportunities.Examples:PlayinthePark/MobileRecreation,andadaptedrec.

Intermediate/Advanced/Competitive Level Activities

Activities which provide a structured format in order to advance or master a skill/practice, or to compete. Examples: sports leagues 10U and Up, Adult Sports Leagues, tennis classes Middle and High School, LTS Level 3 and 4, Dolphins swim team Red and Blue, and specialized fitness programs.

REC PLAN STRATEGY categories of service

Monitored/Drop-in Access

Parks, recreation facilities, and activities available for drop-in use which do not require registration. Activity is self-directed by the user. Examples: lap swim, open swim, fitness rooms, recpassactivitieslikeopengym,computerlab,gamerooms,andwalkingtrack,andwoodshop.

Non-Monitored/Open Access

Open access to parks, park amenities, and recreation facilities that does not include staff and volunteersupervisionoroversight.Activityisself-directedbytheuser.[examples:multi-purpose courts, playgrounds, fishing ponds, trails, airfield, public art, disc golf, community gardens, outdoorathleticscourts,andcemeteries

Private/Semi-private Activities

Activities conducted in a one-on-one or small group setting designed to ensure maximum gain or benefit related to a specific topic or skill. Examples: sport private lessons, personal training, andgenealogy.

Rentals

Space and facility rentals which provide exclusive use of public spaces and places by an individual or group. Examples: multipurpose rooms, gyms, parks, pavilions, amphitheaters, athletic fields/courts, pools, cabanas. This also includes contracts and/or short-term leases for concessioners,youthsportsassociations,andvendorpermits.

Resale

Consumable and non-consumable goods for purchase at various parks and/or recreation facilities.Examples:foodsales,beveragesales,andproshopitemslikefitnessaccessories.

Special Events

Events designed for a target market, market niche’, or specific interest. Registration is typically required. Examples: athletic tournaments (in-house), fun runs, MLV Dance, extended trips, AdaptedRecSweetheartBall,FamilyCampout,KidsFishingTournament,andDive-InMovies.

REC PLAN STRATEGY delivery matrix

S:\Parks and Recreation\Cost of Service\Program Analysis Worksheets

Denton Parks and Recreation Programs and Services Delivery Matrix outlines the scope of each program to include:

Program types

Genders, life stage/age groups

Data/statistical collection

SMART program objectives and evaluation

Scope of program opportunities/classification formats

Outreach to diverse and underserved populations

Health and wellness promotion (physical, emotional, social, etc.)

Program promotion

This comprehensive list of current and future offerings guides staff to ensure a mix of quality programs and services are provided to support Denton's diverse community.

REC PLAN STRATEGY program philosophy

The Denton Parks and Recreation Department (PARD) has a professional staff that annually delivers a comprehensive parks and recreation program to its residents. Department staff is responsible for managing and implementing a diverse array of recreation programs, community-wide events, services, and operating of multiple facilities.

In addition to the provision of services provided directly by the Department, PARD works closely with other organizations to extend its service reach. By establishing partnerships with the Denton Independent School District (DISD), various nonprofit organizations, and other community stakeholders, PARD enhances access to its services to many more residents.

CORE PROGRAM APPROACH

The vision of the Parks and Recreation Department is to be a premier regional provider of parks, recreation, open space, and trails. The department aims to provide all residents access to high-quality programs and experiences. Part of realizing this vision involves identifying Core Program Areas and understanding how those will continue to grow and adapt to better serve current and future needs. Prioritizing Core Program Areas helps staff, policymakers, and the public focus on what is most important. Definitionally, Core Program Areas meet a majority of the following categories:

The program area has been provided for a long period of time (over 4-5 years) and/or is expected by the community. The program area consumes a relatively large portion (5% or more) of the agency’s budget.

The program area is offered 3-4 seasons per year. The program area has wide demographic appeal. There is a tiered level of skill development available within the offerings of a program area. There is full-time staff responsible for the program area. There are facilities designed specifically to support the program area. The agency controls a significant percentage (20% or more) of the local market providing this service.

ENSURING THE RIGHT CORE PROGRAM MIX

The National Recreation and Parks Association (NRPA) recommends that six determinants be used to inform what programs and services are provided by a municipal parks and recreation department. These six determinants express that programs and services should support:

Conceptual foundations of play, recreation, and leisure. Organizational philosophy, mission, and vision. Constituent interests and desired needs. Creation of a constituent-centered culture.

Experiences desirable for clientele. Community opportunities.

Based on this approach, the Core Program Areas identified by Denton include aquatics, beautification, education and events, recreation and leisure programs, recreational care, and athletics. Each of these core program areas includes an expansive offering of services which must be evaluated on a regular basis to ensure that the offerings within each Core Program Area – and the Core Program Areas themselves – align with changing leisure trends, demographics, and resident needs.

THE BRAND

conceptual foundation BRAND PILLARS

Our "Unite, Grow, Play" brand pillars are transformative and reflect the conceptual foundations of play, recreation, and leisure. Individually and collectively, our pillars reflect benefits and value relative to customers, parks, and recreation staff.

GROW UNITE

Reflects our commitment to leverage opportunities that serve to unite people in parks and recreation.

Reflects our commitment to preserve the milestones that grow us and parks physically, mentally, and emotionally.

PLAY!

Reflects our commitment to play in a manner that fosters good health, teamwork, and encourages play.

VALUE-BASED BRAND POSITION

value

Customers are the core of parks and recreation, therefore our strategies are built on a business to consumer communications and transactions platform.

That said, it's imperative that our efforts don't drive the public to think of us as a business.

Our values-based approach serves to ensure that our communications encapsulates our position and reflects the value of how we impact people's lives.

In essence, our transactions may generate revenue but our profits are measured in milestones.

BRAND

Each HBU needs to reflect a commitment to value to the customer. The value of our customer's experience is the foundation from which we build rest of our marketing strategy to strengthen our brand.

Brand Recognition

The Parks and Recreation Department's longevity in the community makes it easy for us to leverage a new strategy and brand with minimal distractions and setbacks. Consistency paired delivery and frequency help strengthen our brand recognition.

Brand Awareness

Brand consistency, compliance, and customer experiences are vital to transitioning from recognition to awareness. If we aren’t consistent, customers are less likely to trust

Loyalty is essential to brand equity. Our goal is to engage with customers and cultivate services so exceptional that our customers become ambassadors by sharing stories, talking about their experiences, and referring us to others.

Our brand equity is the value of our long-term investment in our customers as we build awareness, loyalty, experiences,

Recognition Loyalty Credibility Confidence Consistency Equity

We need to maximize our position and cultivate a brand that encompasses value, benefits, experiences, and exceptional service.

At present, our customer's journey is as much peer-driven as it is brand-driven. Therefore, our brand strategy needs to extend beyond traditional marketing and design.

Our strategy needs to embrace a holistic approach and maintain brand and service consistently through all overlapping stages of customer touchpoints.

HYBRID-BRAND ARCHITECTURE

VISUAL IDENTIDY

Parks and Recreation is a department within the City of Denton infrastructure.

Technically,it is a sub-brand that reflects the fun and less "sterile" side of local government. One of the primary ways we bridge the gap between the City's identity and our branded department is by remaining true the City's Core Values.

Within our department is an endorsed hybrid brand for Water Works Park.

The water park has a standalone logo; however, we flex the "Come Play" as a call-to-action to remain consistent.

OFFICIAL CITY OF DENTON LOGO

An area of isolation is required to maintain proper use of the City of Denton logo. Do not allow any other graphic elements to overlap this area of isolation.

DENTON PARKS AND REC LOGO

This primary logo is the preferred option for marketing and outreach applications and is not to be mocked up or altered. The wordmark and website are both acceptable.

AREA OF ISOLATION

To ensure logos are legible, we require an area of isolation that is free of type, graphics, and other elements that might cause visual clutter.

The area of isolation is a buffer zone of clear space that surrounds the logo on all sides, and it applies to every usage. The clear space equals the height of the uppercase letters in the logo.

WATER WORKS PARK LOGO Undergoing redesign

Our brand identity is a reflection of our attributes, the City's Core Values, and our culture. It's what the public sees of us based on what they think of us.

IDENTITY VISUAL IDENTIDY

Flexible Campaign Elements

SEASON OR EVENT ICONS

Having a flexible visual logo provides us with the ability to personalize its application, formulate different messages, and appeal to different people during different seasons.

HOME BUSINESS UNIT ICONS

Home Business Unit (HBU) icons in various iterations are used to marry different programs within the department during for target specific initiatives.

CALL TO ACTION (CTA)

The CTA logo should only be used as a call to action on collateral supporting inbound or outbound strategies and should not be used as an identifier or standalone logo.

PROGRAM AREA ICONS

We’ve redefined brand consistency by creating program area specific icons with moving parts. Program Area Icons are created upon request.

“A static, logo-centered visual identity is like someone who shouts the same message over and over again. A flexible visual identity on the other hand is a bit more eloquent playful.”

IDENTITY VISUAL IDENTIDY

HEX DB2B45

RGB 219, 43, 69

CMYK 8, 97, 73, 1

HEX 307FE2

RGB 48, 127, 226

CMYK 76, 48, 0, 0

HEX FFBC00

RGB 255, 188, 0

CMYK 0, 28, 100, 0

HEX 483A85

RGB 72, 58, 133

CMYK 88, 92, 13, 3

HEX 6DB632

RGB 109, 182, 50

CMYK 63, 4, 100, 0

HEX 00B4BC

RGB 0, 180, 188

CMYK 75, 4, 29, 0

Proper and Improper Variations of the Logo:

Don’t re-color logo elements. Don’t don't skew or stretch the logo. Don’t place the logo on photos. Don't use Come Play! as a logo.

Our tone of voice reflects our personality and defines the persona of our written and spoken communications. It enables us to flex our voice for different channels of communication, audiences, and message types.

IDENTITY

OUR VOICE is derivative of our culture and is the foundation of how we communicate.

casual|informative|sincere|conversational|empathy

OUR TONE gives us the flexibility  to toggle between marketing and public communication.

friendly|enthusiastic|engaging|humble|helpful

People connect with personalities and can’t help associate personality traits with brands. That being said, our strategy needs to be transparent, sincere, relevant, and trustworthy in a manner that is informative, friendly, playful, and engaging.

Confidence and good judgement are also essential so we can flex our voice and tone between our marketing and outreach communications. Knowing when to be formal and informal impacts the quality of our personality. There's a time to PLAY and a time to not to PLAY and our brand flexibility relies on us knowing the difference.

Typeisavisualvoice. Withoutreading,itimpartsitsmessage.

TYPOGRAPHY

Consistent use of typography across all channels is vital to creating effective messaging. It makes up a large percentage of our brand’s visual identity and is an integral part of how people remember us.

Our brand typeset is Open Sans. It's considered one of the best-performing web fonts for body text and has very low visual noise and distractions. It's a clean well-balanced typeface that is optimized for print, web, & mobile interfaces.

STYLE GUIDE

Maintaining consistency is important in gaining trust, therefore Style and Design Guidelines are applied with content that is produced by different individuals.

Staff have access to the City's Style Guide, adopted in 2006, which parallels the AP Style Guide. In addition, staff who are provided access to Canva receive training and access to a "brand kit" with fonts, colors, and logos.

CommonQuickTips

Do NOT Capitalize:

Articles (a, an, and the)

Prepositions of three or fewer letters (such as of, in, and for)

Most conjunctions of three or fewer letters (as, and, or, but)

The abbreviations a.m. and p.m.

Seasons of the year (fall, spring)

Do Capitalize:

“City” when referring to the City of Denton.

“City Council” when referring to the Denton City Council.

“Mayor” when referring to the Mayor of Denton.

The proper name of a program: Parks and Recreation Dept.

Quick Reminders: the quotation marks.

Use only one space after periods. Hours of the day: 7 p.m. not 7:00 p.m.

Don't add extra zeros: $10 not $10.00

The period and the comma go inside

Don't add space between letters.

SocialTypeConsistency

Don’t be afraid to say "we" instead of “The City.” Instead of "residents" or “applicants,” consider saying "you."

Use "Denton Parks and Rec" in relation to our tone and voice.

Use "City of Denton Parks and Recreation" formally when applying it to public communications.

Contractions, they’re great! They give your writing an informal, friendly tone. Only use one vertical bar per line of text | ...

Don't use exclamation to make a point! Use exclamation points sparingly, and never more than one at a time. They’re like high-fives: A well-timed one s great, but too many changes the tone.

Write short, but smart. Some social media platforms have a character limit; others don’t. But for the most part, we keep our social media copy short.

Social Media Character Limits: Twitter: 280 characters.

Instagram: No limit, keep it to 1 sentence or a short phrase.

Write for an 8th Grade Level Not because they aren’t smart. Because it forces us to write clearly.

It’s fine to use the shorter version of some words, like “info” for “information.” But do not use numbers and letters in place of words, like “4” instead of “for” or “u” instead of “you.”

Emojis and Accessibility:

The Dos and Don’ts of Including Emojis

Users with disabilities can use assistive devices, including a screen reader. For a user who may be fully or partially blind, Emojis are essentially meaningless. If you post a photo with Emojis as the only caption, it gives no context to the user that can’t see it.

The emoji, for example, will be read aloud as “clapping hands.” Please be  considerate of screen reader users by using emojis judiciously and by placing spaces between them.

Though hashtags are fun, they don’t do anything for engagement or metrics on Facebook, so keep them to a minimum.

Facebook:

https://www.facebook.com/dentonparksnrec

Twitter:

https://twitter.com/dentonparks

Instagram:

https://www.instagram.com/dentonparks/

Pinterest:

https://www.pinterest.com/dentonparksnrec/

40-80 characters perform best

ROLLINGOUR RECPLANSINTO CITYINITIATIVES

City of Denton Strategic Plan

long range planningOperational Plans

The Parks, Recreation, and Trails Master Plan was adopted by Council on March 1, 2022. The plan is intended to guide the development of parks, recreation, and trails in Denton over the next ten years, focusing on improving the existing system and expanding the system to meet growing demand and includes an implementation plan based on identified top priorities.

While the entire plan can be applied to programs and services in general, the following chapters focus on recreation programs, services, and facilities:

Chapter 5: Indoor Recreation & Aquatics

Chapter 7: Programs & Services

Chapter 9: Implementation

Parks and Recreation Strategic Plan

The Denton Parks and Recreation Department (DPARD) completed a strategic planning effort in 2017 that established its mission statement and vision along with several strategic initiatives. DPARD has already successfully completed many of these initiatives. Additionally, since adopting the plan, the City's overall Key Focus Areas, which guide the organization as a whole, has undergone two updates. Consequently, the department's Strategic Plan is in need of review and updating. In October of 2022, DPARD staff, in conjunction with a consultant, began working on crafting the department's new strategic plan.

DPARD, in coordination with the City leadership, seeks to create a new plan to focus on the future, help the department strengthen its identity and brand, improve its competitive advantages, and diversify revenue sources. As part of this effort, the plan will show how it aligns with the City's plan while being tailored to the department's needs. This plan is expected to be completed in the Spring of 2023 and will be added to the recreation program plan upon completion.

City of Denton Organizational Key Focus Areas

The Denton City Council reaffirmed the Key Focus Areas and adopted its Fiscal Year 2022 to 2023 Priorities on July 19, 2022. These priorities serve as a foundation for budget development and primary staff focus for the upcoming fiscal year.

Pursue Organizational Excellence and Collaborative and Respectful Leadership

Enhance Infrastructure and Mobility

Foster Economic Opportunity and Affordability

Strengthen Community and Quality of Life

Support Healthy and Safe Communities

long range planningOperational Plans

In addition to the Department’s Master Plan and Strategic Plan, the Parks and Recreation Department provides input on, has initiatives in, and works in collaboration with other City-wide long-range plans. All these plans help guide and direct City programs, services, projects, and funding with respect to Council priorities, projected growth, and need assessments.

Denton 2040 Comprehensive Plan

The Denton 2040 Comprehensive Plan is the long-range plan for our growth, development, and redevelopment. Chapters 5-8 all related to parks and recreation programs, services and facilities.

Area Plans

The process for Area Planning allows for community members and stakeholders to provide input, create a shared vision, and influence future development policies for a specific area.

Urban Forest Master Plan

Public trees belong to the community of Denton, and the beauty of a lush green canopy is for all to enjoy. A striking urban forest can complement the built environment, offset the impact of urbanization, and enrich the lives of residents and visitors.

Mobility Plan

The 2022 Denton Mobility Plan is a multimodal mobility strategy and framework to address citywide transportation, including vehicles, transit, bicycles, and pedestrians, for years to come.

ADA Transition Plan

The purpose of the Transition Plan is to provide the framework for achieving equal access to the City of Denton’s Programs, Services, and Activities (PSAs) within a reasonable timeframe. This plan provides the City of Denton a list of improvements that are required to be completed to meet current standards, recommended priority, and projected cost estimates.

Operational Plans

Strategic Plan Tools and Resources

Requirements for Rec Facilities in the ADA and ABA Standards

NORTH LAKES Recreation Center

2001 W. Windsor St., (940) 349-8287

Tapestry Segmentation

Bright Young Professionals, 52%

Median Household Income: $54,000

Average Household Size: 2.41

Median Age: 33

Market Profile: Educated, High-tech, Physically Active

Enjoys backpacking and rock climbing Coupon savy, concerned about the environment; Owns retirement savings and student loans; Owns newer computers (desktop, laptop, or both); Uses mobile devices for banking, YouTube, Facebook; Uses cell phones to text, redeem mobile coupon; Finds leisure going to the beach, and Netflix; Enjoys sports, football, Pilates, running, and yoga.

Silver & Golf, 32%

Median Household Income: $72,000

Average Household Size: 2

Median Age: 63

Market Profile: Educated, Social, Healthy and Active

Active and maintains a regular exercise regimen

Avid readers of newspapers, magazines, and books

Generous supporters of charitable organizations.

Primary Digital Consumption

North Lakes is a 17,417-square-foot facility with a cardio room, weight room, indoor court, and three multi-purpose rooms available for rentals.

Gym Membership | Rec Pass | Group Ex Membership

Program and Activity Summary

A+ Dog Obedience

Adapted Day Hike

Adapted Rec Activities

Adapted Rec Dances

Aero Modelers

Afterschool Childcare

All-Day Summer Camp Group Exercise

Personal Training

Pickleball Lessons

Red Tiger Karate

Women's Self Defense

Open Gym Sports

Renew Active

Silver & Fit

Silver Sneakers

Post-COVID Fitness Trends

Virtual fitness and “digital clubs”

Increased emphasis on the experience

Wellness, exercise is medicine

Outdoor boot camps and fitness

Recovery offerings and programming

Cleaning and sanitizing best practices

New personal training models

Nutrition programming

DENIA Recreation Center

1001 Parvin St., (940) 349-8285

Tapestry Segmentation

Dorms to Diplomas, 34%

Median Household Income: $16,800

Average Household Size: 2.41

Median Age: 21

Market Profile: Student, High-tech, Diverse

Enjoy going to the movies and a game of billiards; Rely on Internet shopping; Listen to all the latest music on their mobile devices; Active in sports and activities, like frisbee, bowling, weight lifting, jogging, and yoga; Use a computer for just about everything;

Value socializing, having fun, and learning new things; Always connected- cell phone is never out of reach.

Young & the Restless, 32%

Median Household Income: $40,500

Average Household Size: 2

Median Age: 30

Market Profile: Educated, Ambitious

No landline, preferring a cell phone only; Use cell phone to text, listen to music, pay bills, etc; look up directions, and access financial information; Enjoy dancing, playing pool, Comedy Central programs; Listen to contemporary hits, jazz, rap, hip hop; Purchase natural/organic food, but frequent fast food; Careful shoppers and demonstrate little brand loyalty; Prefer to do research before buying.

Primary Digital Consumption

Denia Rec Center is a 17,417-square-foot facility with a fitness room, game room, climbing wall, indoor court, and three multi-purpose rooms.

Gym Membership | Rec Pass | Open Gym

Program and Activity Summary

Beginning Archery

Ballet, ages vary

Camp Invention

Dance with Me

Farm to Table Camp

Fashionista Camp

Fly Fishing Clinic

Horseback Riding

Kayaking

Performing Arts Camp

Rock Climbing

SilverSneakers

Soccer Sparks

Spring Break Camp

Summer Camp

Texas Isshinryu Karate

Post-COVID Program Trends

Gen Z and millennial consumers have increased the amount of time they dedicate to family and household activities; Sustainability; Programs and marketing with a purpose; Outdoor events and family activities; Focus on value for existing programs; Highlight health benefits; Boost your digital capabilities; Continue to show you care.

What the neighbors are talking about...

Insights & Influences

MLK JR. Recreation Center

1300 Wilson St., (940) 349-8575

Tapestry Segmentation

Dorms to Diplomas, 34%

Median Household Income: $16,800

Average Household Size: 2.41

Median Age: 21

Market Profile: Student, High-tech, Diverse

Enjoy going to the movies and a game of billiards; Rely on Internet shopping; Listen to all the latest music on their mobile devices; Active in sports and activities, like frisbee, bowling, weight lifting, jogging, and yoga; Use a computer for just about everything;

Value socializing, having fun, and learning new things; Always connected- cell phone is never out of reach.

Young & the Restless, 32%

Median Household Income: $40,500

Average Household Size: 2

Median Age: 30

Market Profile: Educated, Ambitious

No landline, preferring a cell phone only; Use cell phone to text, listen to music, pay bills, etc; look up directions, and access financial information; Enjoy dancing, playing pool, Comedy Central programs; Listen to contemporary hits, jazz, rap, hip hop; Purchase natural/organic food, but frequent fast food; Careful shoppers and demonstrate little brand loyalty; Prefer to do research before buying.

Primary Digital Consumption

MLK Jr. Rec Center is a 21,560-square-foot facility with a fitness room, game room, computer room, arts and crafts room, and a multi-purpose room adjacent to a kitchen that is available for rentals.

Gym Membership | Rec Pass | Open Gym

Program and Activity Summary

Beginning Archery

Ballet, ages vary

Camp Invention

Dance with Me

Farm to Table Camp

Fashionista Camp

Fly Fishing Clinic

Horseback Riding

Kayaking

Performing Arts Camp

Rock Climbing

SilverSneakers

Soccer Sparks

Spring Break Camp

Summer Camp

Texas Isshinryu Karate

Post-COVID Program Trends

Engage to retain current customers; Create “caremongering" opportunities; Contact free baking classes, arts and crafts; The most popular hobbies in order are:1. Watching TV Shows and Movies2. Reading3. Working Out4. Arts and Crafts5. Board Games6. DIY7. Yoga8. Baking9. Gardening10. Video Games11. Meditation12. Audiobooks and Podcasts13. Writing14. Learning a Language15. Learning an Instrument

What the neighbors are talking about...

Insights & Influences

MLK Jr. Rec Center | 323 Followers; majority reach, ages 25-44

SENIOR CENTERS

Current Usage and Experiences

Denton Senior Center is a 19,430-square-foot facility with a fitness room, woodshop, game room, library, and several multipurpose rooms.

Gym Membership | Rec Pass | Group Ex Membership

Program and Activity Summary

4th of July Celebration

AARP Smart Driver

Program

Be Well, Live Well

Bean Bag Baseball

Braiding

Ceramics

Future Program Interests

Chair Volleyball League

Computer Genealogy

Chorus

Drum Jam

Fitness Orientation

Fly Tying

Grand Friends

Horseback Riding

Support Groups

Senior Benefits

Counseling

Book Sale

Craft Store

Drop-In Activities

Games/Tournaments

Woodshop

Senior RAD

Seminars

Senior Trips

Seniorcize

Guitar Lessons

Social Dance Lessons

Tai Chi

Technology Device

Insights & Influences

AQUATICS

Civic Center Pool

TENNIS CENTER

Program Summary

Adult Tennis Social League, Adult 101 All You Can Play, Adult Tennis 101 Lessons

Adult 201 All You Can Play, Adult Tennis 201 Lessons, Adult Tennis Social, Advanced HS Tennis, Adv HS Tennis All You Can Play, Adv MS Tennis, Adv MS All You Can Play, Elem Tennis All You Can Play, Elem Tennis Lessons, HS Match Play Tennis, High School Tennis, HS Tennis All You Can Play, Homeschool Tennis Lessons, Middle School Tennis, MS Tennis All You Can Play, MS Tennis Circuit, Tennis w/ Friends, Top Dawg All You Can Play, Top Dawg Clinics

56% Female

44% Male

ShortMessageService(SMS)

TheTelephoneConsumerProtectionAct waspassedbyCongressin1991andlimits theuseofSMStextmessages.Accordingto theTCPA,organizationsmustobtainwritten consentbeforesendingtextmessages.

EMAILMARKETING STATEOF

Email Delivery Highlights and Links

Average 4.75 emails per month

MostEngagedSubjectLine UpcomingPublicMeetings

7,450UniqueOpens

OR20%|CTR6% OR18%|CTR1% OR17%|CTR8% OR42%|CTR18% OR15%|CTR 4%

Trends

Personalizeusingsubjectlinesusing recipient’snametoincreaseopenrates.

Userelevantcontentsegmentedby engagementlevelandcreativeCTAs

Developacadenceusinganautomation platformtocapturethebestsendtimes andsegmentbasedontimes.

DesignMobile-onlyemailstobereadwith oneeyeandthumbclickable.

GAMECHANGINGSTRATEGIES

Emailcoupons Createresponsively Createinfographics

Denton Parks Email Rates

Average open rate: 23%

Average click-through rate: 8%

Average click-to-open rate: 5%

Average Unsubscribe Rate: .1%

PublicMeetings

CommunityEvents

All-DayCampCare

TennisNewsletter

MonthlyKidsRock

Clickthereportforanannualemail deliveryandanalyticssummary.

SegmentedEmail

30%OpenRate

12%Click-Through-Rate

DallasChild

43,000Subscribers

ORXX%;CTRX%

Geo-TargetedNTX

5,700Subscribers

OpenRateXX%;CTRX%

SpecialNeedsDFW

1,700Subscribers

OpenRate20%;CTR4%

Leisure Industry Benchmarks

Average open rate: 18%

Average click-through rate: 3%

Average click-to-open rate: 13%

Average Unsubscribe Rate: .1%

Emails delivered

1,180,124