The Keller Pointe 2010 Fiscal Year End Report
The Keller Pointe History
1999 citywide survey indicated the number one and two needs were a recreation center and a pool. Council determined a recreation center was needed with one very important goal – To develop a recreation center as an enterprise that would be self-supporting. Opened in May 2004.
Mission and Vision Statements Mission: The Keller Pointe exceeds community expectations and achieves fiscal success by providing unprecedented service and award winning programs. Vision: To be recognized in the recreation industry as a fiscal and operational leader with a first class facility achieving continuous growth.
Annual Attendance 300,000 250,000
279,289
200,000 150,000
247,308
2009 2010
100,000 50,000 Attendance
Monthly Comparison Attendance By Month 40000 35000 30000 25000 20000 15000 10000 5000 0
2009 2010
2009 & 2010 Membership Sales Comparison Membership Sales Comparison 4000 3750 3500 3250 3000 2750 2500 2250 2000 1750 1500
2009 2010
3,362 / 3,371 Memberships
100 90 80 70 60 50 40 30 20 10 0
2009 2010
71 / 71 % Residents
29 / 29 % Non-Residents
$2,050,000.00 $1,850,000.00 $1,650,000.00 $1,450,000.00 $1,250,000.00 $1,050,000.00 $850,000.00 $650,000.00 $450,000.00 $250,000.00 $50,000.00
2009 2010
$1,860,600 / $1,714,200 Membership Revenues
Membership Breakdown
2010 Fiscal Year End (Annual Memberships Only) 71% residents 29% non-residents Membership Ticket Sales
$180,000.00 $160,000.00 $140,000.00 $120,000.00 $100,000.00 $80,000.00
2007 2008
$60,000.00
2009
$40,000.00
2010
$20,000.00 $-
Attrition at The Keller Pointe FY09/10 Reasons for Membership Withdrawal 11, 2% 24, 4%
8, 2% 3, 1%
5, 1%
111, 20%
45, 8%
Delinquent
111 - 20%
Not using facility
101 - 18%
Moved 52, 10%
Personal reasons
95 - 17%
Seasonal member
52 - 10%
Financial Joined another facility
95, 17% 101, 18% 96, 17%
96 - 17%
45 - 8% 24 - 4%
Medical
11 - 2%
Unhappy with facility
8 - 2%
Schedule Conflicts
5 - 1%
Family obligations
3 - 1%
The Keller Pointe Guest Survey The Keller Pointe's 2010 Guest Survey Responses 44%
34%
17%
4%
Excellent
Good
Neutral
Fair
2%
Poor
Summer Savings Special Summer Savings Special Comparison 1,500 1,250 1,000
2009 2010
750 500 250 1,207 / 1,297 Memberships
Distribution of Keller Pointe Membership 2500 62%
Total Members
2000
1500
1000
17%
15%
500
6%
0 1
2
3
Distances
4
Program Comparison Program Comparison of 2009 versus 2010
60,000
$800,000.00
50,000
$700,000.00 $600,000.00
40,000
2009 2010
30,000 20,000
$500,000.00
2009 2010
$400,000.00 $300,000.00
10,000
$200,000.00
0
$100,000.00
56,832 / 53,377 Participants
*Includes Recreation, Aquatics and Fitness Programs Projected Numbers-Unaudited
$697,339.02 / $710,175.64
Program Revenues
“Wins” This Year Aquatic Participation and Revenue
2,500
$130,000.00 $120,000.00
2,000
$110,000.00 $100,000.00
2009
$90,000.00 $80,000.00
2010
$70,000.00
1,500
2009 2010
1,000 500
$60,000.00
0
$50,000.00
$112,319.69 / *$129,217.74 Aquatic Revenue *Projected Numbers-Unaudited
1,508 /* 2,042 Participants
“Wins” this Year Birthday Parties 800
7500
$110,000.00
6500
$100,000.00
5500 2009 2010
550 300 50
4500
2009 2010
3500
*Projected Numbers-Unaudited
$80,000.00
2500
$70,000.00
1500
$60,000.00
500 500 /* 561 Parties
$90,000.00 2009 2010
$50,000.00
4,874 /* 6,564 Participants
$95,351.48 /* $106,071.45 Revenue
“Wins” This Year Recreation Program Comparisons for 2009 to 2010 3500
$255,000.00
3000
$205,000.00
2500 2000
2009 2010
1500 1000
$155,000.00
2009 2010
$105,000.00 $55,000.00
500
$5,000.00
0 2,848 /* 3,235 Number of Participants *Projected Numbers-Unaudited
$222,639.78 / *$228,749.81 Revenues
“Challenges� This Year Personal Training Program Comparisons for 2009 to 2010 Personal Training Hours
Personal Training Revenue
3,092
$125,254.89 $130,000.00
3,100
$125,000.00
3,000 2,900 2,800
2,644
2009
$120,000.00
2010
$115,000.00
2,700
$110,000.00
2,600
$105,000.00
2,500
$100,000.00
2,400
$95,000.00
2009 $105,886.67
2010
Capital Accomplishments Capital Projects – Accomplished by exceeding net financial expectations
(2) UV Systems - $77,645 Scoreboard - $3,207 Pool Shade Structure - $6,022 Total = $86,874
Summary of Revenues & Expenses Revenues
Expenses
$3,000,000.00
$3,000,000
$2,500,000.00
$2,500,000 2009 2010
$2,000,000.00
$2,000,000
$1,500,000.00
$1,500,000
$1,000,000.00
$1,000,000
$2,994,270.75 / *$2,971,993.62 Revenues
2009 2010
$ 2,899,625.57 / *$2,747,853.45 Expenditures
*Forecasted Numbers - Unaudited
Net Revenues Without Unallocated Capital Projects Net Revenue comparison of 2009 and 2010 Without Capital Projects $325,000.00 $275,000.00 $225,000.00
2009 2010
$175,000.00 $125,000.00 $75,000.00 $179,468.53 / *$311,014.17 Net Revenue *Forecasted Numbers - Unaudited
Net Revenues Net Revenue Comparison of 2009 and 2010 $170,000.00 $150,000.00 $130,000.00
2009 2010
$110,000.00 $90,000.00 $70,000.00 $50,000.00 $94,645.18 / *$224,140.17 Net Revenue *Forecasted Numbers - Unaudited
Cost Savings this year
Postponed filling three full time positions Maintained outdoor pool and ticket booth 2009 adjusted schedules Maintained 2009 adjusted service desk and kiosk schedules
Total cost savings from these initiatives – approximately $172,000
Fund Balance Need to build our fund balance
Building is 6 years old – Operational issues arise and capital repair is mandatory
Other facilities are growing around us
Expansions
Outdoor splash ground Outdoor playground for Stay & Play Building Addition
Future Considerations
Price Increase
Massage Therapy Contract
Digital Brochure
Filling Vacant Positions