The Keller Pointe 2010 Annual Report

Page 1

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


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