June is Recreation & Parks Month Regional Park Pass Program Pilot Program Executive Summary
DATE: DECEMBER 19, 2022
PREPARED BY: LEANNE SCHINKEL
STRATEGY & POLICY CONSULTANT, SPRA
EXECUTIVE SUMMARY
The JRPM Park Pass Lending Program was a pilot project developed in partnership with the Saskatchewan Parks and Recreation Association (SPRA), Saskatchewan Regional Parks Association (SRPA) and Saskatchewan Libraries Association (SLA). Throughout the summer of 2022 (June 1 to September 15), 800 regional park passes were made available on loan to Saskatchewan library card holders through participating libraries. The program aimed to enhance knowledge of and visitation to Saskatchewan’s nearly 100 regional parks and participating library branches while also providing equitable access to parks and open spaces.
Minimal cost social and earned media were the sole focus of the marketing strategy.
The program was announced at the Saskatchewan Libraries Conference in May, 2022 and the response from the public was considerable, despite the limited marketing budget. A media release was circulated that received some interest and sparked conversation about Saskatchewan’s regional parks. Not surprising, the largest response was received on social media.
Program Goals:
1. Reduce barriers to accessing parks and open spaces.
2. Encourage the people of Saskatchewan to get out in nature and enjoy all the benefits of being outside.
3. Increase visitation to, and awareness of, Saskatchewan’s Regional Parks.
4. Increase visitation to, and awareness of, participating libraries.
5. Contribute to recreation’s impact on the quality of life for people in Saskatchewan.
The program budget was just over $47,000, the lion’s share of which went to the purchase of regional park passes at face value. The remaining funds were used to print passes and posters. Due to the limited budget, no funds went directly to marketing buys to promote the program.
As this was a pilot project, in-depth program evaluation was critical. Surveys were circulated and completed by 102 pass borrowers, 81 library branches, and 35 regional parks. Feedback and circulation metrics were also gathered by the program partners, as well as website and QR code analytics.
Survey results indicate a successful pilot program. Key metrics include:
• 94% of borrowers said their regional park experience was either exceptional or great.
• 99% said they would be interested in using the program in future years.
• 76% of libraries said their library received more visitation through the program.
• More than 95 people signed up for library cards to access the pass.
• 95% of libraries and regional parks said they would like to see the program continue.
Testimonials tell an even more important story. Continue reading this report to hear more from borrowers across the province who enjoyed the opportunity to save money and enjoy the benefits of time spent in nature.
It’s clear from testimonials alone that the program was a success and the partners should be proud of what they
have achieved this year with limited time and resources. The benefits of developing a recurring program are many, and with more resources, earlier promotion, and slight program changes, there is no doubt the program could be an even larger success, enhancing quality of life for everyone in Saskatchewan for years to come.
TESTIMONIALS
“As a low-income solo Mom, this was a big help. Taking my little one camping at Ceylon was amazing and one of the only summer holidays I could afford.” - Pass Borrower
“Great idea!! My budget is tight this summer and I loved that this took a burden off.” - Pass Borrower
“I am so happy this program has been put in place and will be utilizing it in future years to come.” - Pass Borrower
“It’s a nice thing to have we definitely loved using the pass and it’s great for people if they are going for a few days and helps promote tourism!” - Pass Borrower
“This was an awesome idea and I think brings more people into the library to see what the library has to offer, more than just borrowing books. :)” - Pass Borrower
“This was a great program. We rarely had passes left on weekends.” - Library
“We had a few people who could not afford the pass price and told us this pass was the reason they could come for the first time” - Regional Park
“I’m pretty confident that the extra exposure received due to the increase in promotions through libraries helped regional park exposure to the general public” - Regional Park
