210610 --City Council -- Agenda Questions
/ƚǒƓĭźƌ ƨǒĻƭƷźƚƓƭ ğƓķ {ƷğŅŅ ƩĻƭƦƚƓƭĻƭ ŅƚƩ źƷĻƒƭ ƚƓ WǒƓĻ ЊЉͲ ЋЉЋЊ /źƷǤ /ƚǒƓĭźƌ aĻĻƷźƓŭ
Item 5.1-Presentation, discussion and possible action to amend Chapter 103, Buildings, and
-Family and Duplex Unit
{ƦƚƓƭƚƩʹ 5ĻĬĬźĻ 9ƌƌĻƩ
vǒĻƭƷźƚƓΉ/ƚƒƒĻƓƷʹ The language of sec 103-237 says owners will be contacted after a
disproportionate number of violations. The Landlords I have heard from would like to be
contacted long before it gets to that level.
wĻƭƦƚƓƭĻʹ Sec 103-237 included the language "disproportionate number of violations" when
the Rental Registration ordinance was originally adopted. Our current procedures include Code
Enforcement Officers contacting tenants, property owners, and/or local contacts through door
tags, phone calls, emails, and/or letters immediately when a violation are identified. As
discussed previously, staff works to educate residents regarding ordinances to ensure voluntary
compliance prior to enforcement action. The education is completed through these contacts.
A FourSquare Market Study
Opportunities for
a College Station
Community Recreation
Center in Collaboration
with the YMCA of Greater
Williamson County
Presented to the
City of College Station
April 10, 2020
Submitted by
4742!Dibncmff!Uvdlfs!Spbe!
Tvjuf!B336!
Bumboub-!Hfpshjb!!41452!
515.999.1641
April 10, 2020
Bryan Wood, City ManagerJeff Andresen
City of College StationPresident/Chief Executive Officer
1101 Texas Ave.YMCA of Greater Williamson County
College Station, TX 778401812 N Mays
Round Rock, TX 78680-0819
DearBryan and Jeff:
I am pleased to submit the results of our market research study on opportunities fora new
College StationYMCA recreation center.
This report provides forecasts for new membership units for aYMCA new recreation center at
the proposedlocationsinCollege Station.It contains detailed information on demographics,
psychographics, and program interest of prospective members.
We have enjoyed working with you, your staff, and your volunteers. We pride ourselves on the
level of service that we extend to our clients, and with that in mind,we hope that you will call
on us if we can offer any guidance on implementing the report’s plan.
Please do not hesitate to contact us if you have any questions.
Respectfully Submitted,
Li Li
Managing Partner
enclosure
3631Chamblee Tucker Road
Suite A225
Atlanta, Georgia30341
Tel: 404-888-0530
Fax: 404-881-9860
info@foursquareresearch.com
www.foursquareresearch.com
Opportunities for a College Station Community Recreation Center
in Collaboration with the YMCA of Greater Williamson County
Table of Contents
Executive Summary . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 5
Methodology and Scope. . . .. . . . . . . . . . . . . . . . . . . . . . . . . . . 11
. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 15
Findings among Area Residents . . . . . . . . . . . . . . . . . . . . . . . . . . . 23
Membership Projections. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 27
. . . . . . . . . . . . . . . . . . . . . . . . . . . 41
Program Interest among Prospective Members . . . . . . . . . . . . . . . . . . 51
Strategic Questions and Answers . . . . . . . . . . . . . . . . . . . . . . . . . . 67
1
A FourSquare Market Study
2
Opportunities for a College Station Community Recreation Center
in Collaboration with the YMCA of Greater Williamson County
Table of Figures
..................8
............................15
....................17
Figure 3.03 Household Growth Trends by Census Tract ...............................19
...............................23
Figure 4.02 How All Area Residents Evaluated Their Health and Wellness Choices .......24
.........................28
........................29
Figure 5.03 Pricing Options ........................................................30
...............31
.........31
..................32
...........................33
...............................34
...............................35
................................36
......37
......................38
..........................41
...............42
. . . . . . . . . . . . . . . . . . . . . . . . . . . . . 43
...............................44
...........................45
............46
..................46
College Station ........................................................47
3
A FourSquare Market Study
..............48
among Prospective Members ............................................51
Figure 7.02 Interest in Summer Day Camps among Prospective Members ................52
among Prospective Members ............................................53
among Prospective Members ............................................54
among Prospective Members ............................................55
among Prospective Members ............................................55
Figure 7.07 Interest in Activities Parents and Children Can Do Together .................56
....................................57
among Prospective Members ............................................58
among Prospective Members ............................................59
Figure 7.11 Interest in Amenities among Adult Prospective Members ...................60
among Prospective Members ............................................61
among Prospective Members ............................................62
Figure 7.14 How Prospective Members Want to Be Served .............................63
..70
.....................................71
...................72
4
Opportunities for a College Station Community Recreation Center
in Collaboration with the YMCA of Greater Williamson County
Chapter One
Executive
Summary
Executive Summary 5
A FourSquare Market Study
6 Executive Summary
Opportunities for a College Station Community Recreation Center
in Collaboration with the YMCA of Greater Williamson County
Executive Summary
conclusions and recommendations:
1. The study revealed
a great deal of
interest
2.
3.
recommended.
4. Findings revealed the community characteristics include an inactive population, a very crowded
marketplace, and very high population growth. These characteristics would create opportunities
5.
College Station.
Executive Summary 7
A FourSquare Market Study
Summary of Forecasts
a great deal of interest, which are
New YMCA Recreation Center Before Location Preference
ForecastCurrent Rates15% Lower Rates30% Lower RatesTotal*
New units7887882,9534,529
New revenue$498,520$426,182$1,355,427$2,078,811*
Revenue per unit$633$541$459$459
Near Fire Station 6
New units5361,0723,080New units
New revenue$338,994$579,607$1,413,591New revenue
Revenue per unit$633$541$459Revenue per unit
Near Stephen C. Beachy Central Park
New units5911,1823,397New units
New revenue$373,890$639,273$1,559,108New revenue
Revenue per unit$633$541$459Revenue per unit
Within Midtown Development
New units2925831,676New units
New revenue$184,453$315,375$769,160New revenue
Revenue per unit$633$541$459Revenue per unit
*Revenue calculated at the lowest rates.
Figure 1.01 Summary of Forecasts for New Membership Units with All Facility and Pricing Options Before
Location Preference and by Location
8 Executive Summary
Opportunities for a College Station Community Recreation Center
in Collaboration with the YMCA of Greater Williamson County
Chapter Two
Methodology
and Scope
Methodology and Scope 9
A FourSquare Market Study
10 Methodology and Scope
Opportunities for a College Station Community Recreation Center
in Collaboration with the YMCA of Greater Williamson County
Methodology
providers was also conducted at this time. The responses and concerns in the qualitative phase
Telephone interviews include households with both land lines and cell phones. In addition to random
seniors ages 65 and older in the general population.
applicable. All interviews were conducted February 10–24, 2020. The methodology used resulted in
The recommendations provided in this report are based on this methodology and on the experience
nationwide.
Methodology and Scope 11
A FourSquare Market Study
Scope
travel groups.
12 Methodology and Scope
Opportunities for a College Station Community Recreation Center
in Collaboration with the YMCA of Greater Williamson County
Chapter Three
Survey Area
13
A FourSquare Market Study
14
Opportunities for a College Station Community Recreation Center
in Collaboration with the YMCA of Greater Williamson County
Census Tract Map of the Area Targeted for the Survey
Wixon
Valley
Open all the way to the county line
Open all the way to the county line
6
Near Stephen C. Beachy
Lake
Bryan
Central Park, off Texas 6
1.01
6
Frontage Rd
3
21
Bryan
5
4
7
Near Baylor Scott and
1.02
6.03
8
White Hospital within
6
6.04 the Midtown
19
9
11
30
13.01
Development
10
20.02
2.01
14
2.02
30
16.06
47
20.12
20.01
College
18.01
Station
9800
18.03
20.06
20.09
6
20.14
20.13
20.08
Near Fire Station 6, at
the corner of University
20.10
Dr. East and Tarrow St
20.11
Census Tract
6
Millican
Major Road
YMCA Locations
N
Open all the way to the county line
US Highway
190
State Route
6
Figure 3.01 Census Tract Map of the Targeted Survey Area
15
A FourSquare Market Study
Demographic and Population Trends Analysis of the Area
Targeted for the Survey, 2019–2024
Summary of Demographics
1. Residential growth twice the national average
2.
3.
4. Median household income below the national average
5.
6.
above the national average, and vacant households are below the national average which
2010 2019 2024 2019
CensusEstimates ProjectionsNat’l. Average
Total Population 193,014226,371245,480 4%
Total Households 71,055 89,32498,4335%
10% growth from 2019–2024
Total Population By Race
White73%71%69%71%
African American11%11%12%13%
American Indian0%0%0%1%
Asian5%7%8%6%
10%11%11%9%
Hispanic Origin23%26%25%18%
Total Population By Gender
Male51%51%50%48%
Female49%49%50%52%
Household
Average Household Size 2.51 2.35 2.33 2.64
Percentage of Family Household53%52%53%67%
* Hispanic origin can be any race.
16
Opportunities for a College Station Community Recreation Center
in Collaboration with the YMCA of Greater Williamson County
Demographic and Population Trends Analysis (continued)
2010201920242019
CensusEstimatesProjectionsNat’l. Average
Total Population by Age
0–5 years6%6%7%
5–9 years6%6%6%
Under
25%
27%27%
Age 20
10–14 years5%6%6%
15–19 years12%9%8%
20–24 years22%16%10%
25–34 years15%20%21%
35–44 years10%11%14%
45–54 years9%9%9%
55–64 years7%8%8%
65–74 years4%5%6%
Age 65
75–84 years2%3%3%16%
and over
9%10%
85 + years1%1%1%
General Income Data
Median Household Income$34,163$44,248$49,185$55,322
Average Household Income$69,095$61,852$67,054$77,866
Household Income Distribution
$0 – $14,99925%17%15%
$15,000 – $24,99915%12%9%32%
39%34%
53%
$25,000 – $34,99910%10%10%
$35,000 – $49,99912%14%12%13%
$50,000 – $74,99915%16%15%18%
$75,000 – $99,9998%12%12%12%
$100,000 – $149,9999%12%13%14%
$150,000 and over6%10%14%11%
Household Ownership
Owned41%45%49%58%
Rented51%51%46%32%
Vacant8%4%5%10%
Employment (Pop 16+)
Civilian, Employed62%61%62%59%
Civilian, Unemployed2%2%3%
In Armed Forces0.2%0.1%0.1%0.4%
Not in Labor Force38%38%36%37%
Figure 3.02 Population Trends Analysis of the Targeted Survey Area
17
A FourSquare Market Study
Household Growth Trends by Census Tract, 2019–2024
data provider.
Dfotvt!312:!3135!&!pg!Dibohf!312:!Nfejbo!
UsbduFtujnbuf!Qspkfdujpo!2:35Jodpnf!
2/12!4-751!!5-119!21/2&!%76-:39!
2/13!3-656!!3-855!8/9&!%88-819!
3/12!4-564!!4-913!21/2&!%53-587!
3/13!3-7:1!!4-114!22/7&!%72-456!
4!3-6:2!!3-95:!21/1&!%5:-545!
5!2-811!!2-:18!23/3&!%59-167!
6!2-854!!2-:98!25/1&!%39-544!
7/14!2-696!!2-855!21/1&!%49-842!
7/15!2-:61!!3-278!22/2&!%55-359!
8!2-336!!2-4:3!24/7&!%48-645!
9!3-326!!3-616!24/2&!%68-955!
:!2-116!!2-264!25/8&!%49-847!
21!4-795!!5-339!25/9&!%42-519!
22!3-365!!3-629!22/8&!%66-:98!
24/12!2-41:!!2-53:!:/3&!%46-481!
24/13!3-287!!3-492!:/5&!%47-684!
24/14!3-739!!3-93:!8/7&!%38-786!
25!3-151!!3-379!22/3&!%2:-781!
27/12!3-378!!3-576!9/8&!%3:-617!
27/15!3-995!!4-259!:/3&!%36-:33!
27/16!2-915!!2-:77!:/1&!%45-975!
(Continued on the next page)
18
Opportunities for a College Station Community Recreation Center
in Collaboration with the YMCA of Greater Williamson County
Household Growth Trends by Census Tract, 2019–2024
(Continued)
Dfotvt!312:!3135!&!pg!Dibohf!312:!Nfejbo!
UsbduFtujnbuf!Qspkfdujpo!2:35Jodpnf!
27/17!2-677!!2-819!:/2&!%42-424!
28/12!4-283!!4-555!9/7&!%36-287!
28/13!2-314!!2-433!:/:&!%35-227!
29/12!3-4:9!!3-742!:/8&!%56-382!
29/14!3-923!!4-199!:/9&!%66-:73!
29/15!659!!714!21/1&!%67-567!
2:!4-333!!4-618!9/9&!%63-687!
31/12!3-235!!3-446!:/:&!%217-32:!
31/13!5-1::!!5-575!9/:&!%76-38:!
31/17!836!!913!21/7&!%81-234!
31/18!3-845!!4-124!21/3&!%93-:8:!
31/19!4-871!!5-237!:/8&!%:7-722!
31/1:!2-989!!3-188!21/7&!%246-113!
31/21!2-341!!2-47:!22/4&!%:7-83:!
31/22!2-:24!!3-224!21/6&!%::-194!
31/23!4-:38!!5-399!:/3&!%27-4:3!
31/24!4-29:!!4-599!:/5&!%52-:27!
31/25!2-545!!2-671!9/9&!%36-556!
31/26!3!!3!1/1&!%56-116!
:911!
Upubm0Bwh/!9:-435!!:9-544!21/3&!%55-359!
Figure 3.03 Household Growth Trends by Census Tract
19
A FourSquare Market Study
20
Opportunities for a College Station Community Recreation Center
in Collaboration with the YMCA of Greater Williamson County
Chapter Four
Findings among
Area Residents
21
A FourSquare Market Study
22
Opportunities for a College Station Community Recreation Center
in Collaboration with the YMCA of Greater Williamson County
lists the top options.
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49&
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Top Fitness and Recreation Activities
(percentage of respondents/multiple responses)
(percentage of respondents/multiple responses)
20%
!25&
11%
Bozujnf!GjuofttQmbofu!Gjuoftt
Various exercise9%
Hpmet!HznTobq!Gjuoftt
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Yoga/stretching/toning7%
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Cycling4%
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3%
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Aerobics3%
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3%
Pxo!frvjqnfou0xpsl!pvu!bu!ipnf
2%
Bu!xpsl!ps!tdippm
Fishing/hunting2%
Bqbsunfou!dpnqmfy
Golf2%
!6&
Swimming2%
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Bsfb!dpvousz!dmvc
* Others were also cited, each receiving 1%,
Tqpsut0Mjuumf!Mfbhvf
including
* Others were also cited, each receiving =1%, including
and Super
and
23
A FourSquare Market Study
Health Statements of All Area Residents
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39&
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!ifbmuiz!boe!mjwf!xfmm-
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35&
!nbljoh!fwfszebz!dipjdft
!up!cf!ifbmuiz!boe!mjwf!xfmm
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1&31&51&71&91&211&
Figure 4.02 How All Area Residents Evaluated Their Health and Wellness Choices
24
Opportunities for a College Station Community Recreation Center
in Collaboration with the YMCA of Greater Williamson County
Chapter Five
Membership
Projections
25
A FourSquare Market Study
26
Opportunities for a College Station Community Recreation Center
in Collaboration with the YMCA of Greater Williamson County
Overview
telephone interviews with 668 households in the targeted survey area. Among all households
conducted in Spanish and the rest in English.
Location
1.
2.
3.
among households with at least a lot of interest
prospective members later in this report.
27
A FourSquare Market Study
91&
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Upubm!>!79&
81&
Boz
21&
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21&
71&
Gjstu!Dipjdf
61&
28&
47&
Upubm!>!48&
51&
21&
41&
21&
52&
31&
3:&
21&
28&
1&
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Dfousbm!QbslNjeupxo!Efwfmpqnfou
Figure 5.01 Location Preference among Prospective Members
28
Opportunities for a College Station Community Recreation Center
in Collaboration with the YMCA of Greater Williamson County
Facility Features
Facility Features
Exercise and dance studios with free group exercises
recreation pool with zero entry and slides
Two multipurpose gymnasiums with multiple courts for indoor sports
An outdoor recreational pool
Member prices for programs
Figure 5.02 Facility Features of a New YMCA Recreation Center
29
A FourSquare Market Study
Membership Pricing Options
did not express a great deal of interest
Greater Williamson County.
Middle Rates Lower Rates
Higher Rates = One-time
Category= 15% Lower = 30% Lower
Current RatesJoining Fee
RatesRates
A youth/teen$17$14$12
A young adult ages 18–25
$29$25$21
An individual ages 18 or older$42$36$31$50
A senior ages 62 or older$30$26$21$50
A family with 2 adults and
$75$64$54$100
children under 17
A family with 1 adult and
$68$58$49$75
children under 17
An adult couple$68$58$49$75
A senior couple$40$34$29$50
Figure 5.03 Pricing Options
30
Opportunities for a College Station Community Recreation Center
in Collaboration with the YMCA of Greater Williamson County
Determining the Number of Households to
Be Used in Forecasting
Projected Number of Number of Households
Adjusted Number of
Households in the Area for —that Belong to a YMCA in =
Households
the Year 2024the Area
—=
98,433*098,433
Figure 5.04 Formula for Calculating the Adjusted Number of Households
Given the percentage a great deal of interest in an annual membership, we can
determine the number
households with a great deal of interest.
Number of Households
% of Respondents with Adjusted Number of
X=with
Households
Figure 5.05 Formula for Calculating the Number of Area Residents that Will Join
31
A FourSquare Market Study
Forecast of Households with Interest in Joining a New YMCA
Recreation Center Before Location Preference
a great deal of interest in
a lot of interest
in joining. The rates quoted to respondents are outlined in Figure 5.03, page 30.
New YMCA Recreation Center Before Location Preference
Percentage of
Number of
Households with
Pricing/Facility Adjusted Number
X=Households with
A Great Deal of Interest
Optionsof Households
A Great Deal of Interest
= 4.6%
Current rates 0.8%X98,433=788
15% lower rates 0.8%X98,433=788
30% lower rates 3.0%X98,433=2,953
Forecast of Households with A Great Deal of Interest
4,529
in Joining a New YMCA Recreation Center Before Location Preference
Forecast of New Households with A Lot of Interest
1,772
in Joining a New YMCA Recreation Center Before Location Preference (1.8%)
Figure 5.06 Forecast of Households with Interest in Joining a New YMCA Recreation Center Before Location Preference
32
Opportunities for a College Station Community Recreation Center
in Collaboration with the YMCA of Greater Williamson County
Pricing Preference among Prospective Members
a great deal of interest in all pricing
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Sbuft
28&
41&!Mpxfs-
26&!Mpxfs
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Sbuft
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28&!
75&
Figure 5.07 Pricing Preference among Prospective Members
33
A FourSquare Market Study
Forecast of Additional Households with Interest in Joining a
New YMCA Recreation Center by Location
a great deal of interest
5-111
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Boz
4-611
Upubm!>!4-191
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2-611
2-1:4
2-111
6:2
647
611
3:3
6:2
647
3:3
1
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Dfousbm!QbslNjeupxo!Efwfmpqnfou
Figure 5.08 Forecasts of Additional Households for a New YMCA Recreation Center by Location
34
Opportunities for a College Station Community Recreation Center
in Collaboration with the YMCA of Greater Williamson County
Forecast of Annual Revenue Generated from New Memberships
Units Sold for a New YMCA Recreation Center
Number of
Percentage of Prospective
Households at Revenue
XMembers for Each XAnnual Rate=
Each Pricing Generated
Membership Category
Option
X0% youth/teenX$=$
7% young adult ages 18–25
XX$=$
X38% individual ages 18 or olderX$=$
Forecast of
X5% senior ages 62 or olderX$=$
households at
17% family with 2 adults and
each pricing
XX$=$
children under 17
option
5% family with 1 adult and
XX$=$
children under 17
21% adult coupleX$=$
X7% senior coupleX$=$
Forecast of Annual Revenue Generated from New Memberships$
Figure 5.09 Formula Used to Calculate Annual Revenue
35
A FourSquare Market Study
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26&!Mpxfs!Sbuft
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%295-564
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Dfousbm!QbslNjeupxo!Efwfmpqnfou
Figure 5.10 Forecast of Annual Revenue Generated from New Memberships Units Sold by Location
36
Opportunities for a College Station Community Recreation Center
in Collaboration with the YMCA of Greater Williamson County
Summary of Forecasts
a great deal of interest, which are
New YMCA Recreation Center Before Location Preference
ForecastCurrent Rates15% Lower Rates30% Lower RatesTotal*
New units7887882,9534,529
New revenue$498,520$426,182$1,355,427$2,078,811*
Revenue per unit$633$541$459$459
Near Fire Station 6
New units5361,0723,080New units
New revenue$338,994$579,607$1,413,591New revenue
Revenue per unit$633$541$459Revenue per unit
Near Stephen C. Beachy Central Park
New units5911,1823,397New units
New revenue$373,890$639,273$1,559,108New revenue
Revenue per unit$633$541$459Revenue per unit
Within Midtown Development
New units2925831,676New units
New revenue$184,453$315,375$769,160New revenue
Revenue per unit$633$541$459Revenue per unit
*Revenue calculated at the lowest rates.
Figure 5.11 Summary of Forecasts for New Membership Units with All Facility and Pricing Options Before
Location Preference and by Location
37
A FourSquare Market Study
Reasons Area Residents Are Not Interested in Joining
Percentage of Those Not Interested
Response Item
(Multiple Responses OK)
Lack of Interest/Personal Barriers
Just not interested34%
Wouldn’t use28%
No time23%
I’m too old7%
7%
Health problems5%
4%
Only interested in programs1%
10%
4%
Prefer outdoor activities4%
1%
Cost-Related
Costs too much/can’t afford it2%
Location-Related
Moving/visiting5%
Location not convenient3%
Others
3%
Need to consult with the family1%
All others received less than 1%, including
and
Figure 5.12 Reasons Area Residents Are Not Interested in Joining
38
Opportunities for a College Station Community Recreation Center
in Collaboration with the YMCA of Greater Williamson County
Chapter Six
Prospective Members
This data can be used to
Develop a marketing plan
39
A FourSquare Market Study
40
Opportunities for a College Station Community Recreation Center
in Collaboration with the YMCA of Greater Williamson County
are area households with at least a lot of interest in joining
the new College Station recreation center.
Age of Prospective Members and Area Residents
Prospective Area
Age
MembersResidents
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Figure 6.01 Age of Prospective Members and Area Residents
NOTE: 17% of area residents declined to answer.
41
A FourSquare Market Study
Prospective Members with Children Under 18 in Their Homes
homes.
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Figure 6.02 Prospective Members with Children Under 18 in Their Homes
42
Opportunities for a College Station Community Recreation Center
in Collaboration with the YMCA of Greater Williamson County
Types of Membership of Prospective Members
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Figure 6.03 Types of Membership of Prospective Members
43
A FourSquare Market Study
Ethnic Background of Prospective Members
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44
Opportunities for a College Station Community Recreation Center
in Collaboration with the YMCA of Greater Williamson County
Census Tract Locations of Prospective Members
Wixon
Valley
Open all the way to the county line
Open all the way to the county line
6
Near Stephen C. Beachy
Lake
Bryan
Central Park, off Texas 6
1.01
6
Frontage Rd
3
21
Bryan
5
4
7
Near Baylor Scott and
1.02
6.03
8
White Hospital within
6
6.04 the Midtown
19
9
11
30
13.01
Development
10
20.02
2.01
14
2.02
30
16.06
47
20.12
20.01
College
18.01
Station
9800
18.03
20.06
20.09
6
20.14
20.13
20.08
Near Fire Station 6, at
the corner of University
20.10
Dr. East and Tarrow St
20.11
Census Tract
6
Major Road
Millican
YMCA Locations
US Highway
N
190
Open all the way to the county line
State Route
6
1% of HH with Interest in Joining
st
with 1 choice Fire Station Location
1% of HH with Interest in Joining
st
with 1 choice Park Location
1% of HH with Interest in Joining
st
with 1 choice Midtown Location
Figure 6.05 Census Tract Locations of Prospective Members
45
A FourSquare Market Study
Prospective Members Who Are Students of a College/University
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* Colleges/universities mentioned include
and . 2% of those answering yes declined to
offer which college/university.
Figure 6.06 Prospective Members Who Are Students of a College/University
Area Residents Who Are Students of a College/University
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8:&
* Colleges/universities mentioned include
. 1% of those
answering yes declined to offer which college/university.
Figure 6.07 Area Residents Who Are Students of a College/University
46
Opportunities for a College Station Community Recreation Center
in Collaboration with the YMCA of Greater Williamson County
Prospective Members and Area Residents Who Are Residents of
the City of College Station
Prospective MembersArea Residents
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Figure 6.08 Prospective Members and Area Residents Who Are Residents of the City of College Station
47
A FourSquare Market Study
Health Statements of Prospective Members and Area Residents
39&
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Figure 6.09 Health Statements of Prospective Members and Area Residents
48
Opportunities for a College Station Community Recreation Center
in Collaboration with the YMCA of Greater Williamson County
Chapter Seven
Program Interest
among
Prospective Members
This data can be used to
49
A FourSquare Market Study
50
Opportunities for a College Station Community Recreation Center
in Collaboration with the YMCA of Greater Williamson County
Interest in Babysitting, Child Care, or After-School Programs
among Prospective Members
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Very Low = <1% Low = 1%–4% Moderate = 5%–9% High = 10%–14% Very High = 15%+
51
A FourSquare Market Study
Interest in Summer Day Camps among Prospective Members
among prospective members with children under 18 in the household.
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* All other , , and
52
Opportunities for a College Station Community Recreation Center
in Collaboration with the YMCA of Greater Williamson County
Interest in Activities in the Pool for Children and Teenagers
among Prospective Members
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Figure 7.03 Interest in Activities in the Pool for Children and Teenagers among Prospective Members
53
A FourSquare Market Study
Interest in Sports Leagues for Children and Teenagers
among Prospective Members
per month.
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Figure 7.04 Interest in Sports Leagues for Children and Teenagers among Prospective Members
54
Opportunities for a College Station Community Recreation Center
in Collaboration with the YMCA of Greater Williamson County
Interest in Recreation Programs for Children and Teenagers
among Prospective Members
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Figure 7.05 Interest in Recreation Programs for Children and Teenagers among Prospective Members
Interest in Social and Recreational Activities for Pre-teens and
Teenagers among Prospective Members
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55
A FourSquare Market Study
Interest in Activities Parents and Children Can Do Together
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1&31&51&71&91&211&
56
Opportunities for a College Station Community Recreation Center
in Collaboration with the YMCA of Greater Williamson County
Interest in Fitness Activities for Adults
prospective members.
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Figure 7.08 Interest in Fitness Activities for Adults
57
A FourSquare Market Study
Interest in Health and Wellness Programs
for Adults among Prospective Members
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82&
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Figure 7.09 Interest in Health and Wellness Programs for Adults among Prospective Members
58
Opportunities for a College Station Community Recreation Center
in Collaboration with the YMCA of Greater Williamson County
Interest in Swimming and Water Exercise for Adults
among Prospective Members
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Figure 7.10 Interest in Swimming and Water Exercise for Adults among Prospective Members
59
A FourSquare Market Study
Interest in Amenities among Prospective Members
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Figure 7.11 Interest in Amenities among Adult Prospective Members
60
Opportunities for a College Station Community Recreation Center
in Collaboration with the YMCA of Greater Williamson County
Interest in Sports Leagues for Adults
among Prospective Members
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Figure 7.12 Interest in Indoor and Outdoor Sports Leagues for Adults among Prospective Members
61
A FourSquare Market Study
Interest in Social and Recreational Programs for Older Adults
among Prospective Members
among prospective members.
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Figure 7.13 Interest in Social and Recreational Programs for Older Adults among Prospective Members
62
Opportunities for a College Station Community Recreation Center
in Collaboration with the YMCA of Greater Williamson County
How Prospective Members Want to Be Served
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Figure 7.14 How Prospective Members Want to Be Served
63
A FourSquare Market Study
64
Opportunities for a College Station Community Recreation Center
in Collaboration with the YMCA of Greater Williamson County
Chapter Eight
Strategic Questions
and Answers
65
A FourSquare Market Study
66
Opportunities for a College Station Community Recreation Center
in Collaboration with the YMCA of Greater Williamson County
Strategic Questions and Answers
1.
2.
3.
4.
5.
6.
7.
1. Does additional interest exist for a new College Station YMCA Recreation Center?
Findings revealed
a great deal of interest in joining a new College
A great deal of interest is the highest level on the
zero interest and 4 means a great deal of interest.
a lot of interest in joining, translating into another 1,772 households. Please
a great deal of interest. Historically
a lot of interest
Based on the Consultant’s experience, the ideal ratio between the two levels is 1:1. In a community that
a lot of interest. In other words,
than the 3,884 units revealed in the 2016 study.
67
A FourSquare Market Study
2. Which of the possible locations of a new College Station YMCA Recreation Center
work best?
Either the location near Stephen C. Beachy Central Park or the one near
Fire Station 6 works
location is picked.
maximum curb appeal
68
Opportunities for a College Station Community Recreation Center
in Collaboration with the YMCA of Greater Williamson County
3. What pricing strategy would work best to attract prospective members?
Lower rates tested in the study
among prospective members.
among prospective members as illustrated in Figure 5.07, page 33. Among prospective members, only
great deal of interest
households, but maximize its membership and program revenue.
4. Does the study reveal characteristics of the community that are critical to the
success of a new College Station YMCA Recreation Center?
Yes
The general population is , and
I am good at every day choices to be healthy and live well, the rest are either
struggling to do so or don’t know.
.
exists in a
to targeting its
5. Are there factors that could increase or decrease the forecasts of new
membership units?
Yes
69
A FourSquare Market Study
Forecast could increase if ...
households with a lot of interest
programs and teen programs.
Forecast could decrease if ...
the most popular programs and activities indicated by this report are not included.
recommended pricing strategies are not implemented.
6. Who are prospective members?
Families with children under 18, and adult couples; the majority of whom are
Health-seekers and have a very strong desire for the “Third Place”
recreation center.
70
Opportunities for a College Station Community Recreation Center
in Collaboration with the YMCA of Greater Williamson County
and promotional strategies with these demographics and psychographics in mind.
7. What YMCA programs and services are of high interest among prospective members?
Soccer leagues for children and adults and Masters swimming programs
Prospective members expressed high interest in many programs that could be provided at the new center.
Annual
Forecasted % of Total Frequency Program
ProgramsProgram Program
UnitsInterestUsers of UseLength
Fee Revenue
Traditional summer day camp with
swimming, sports, games, and arts 3,397 4%136 $180 4 $97,834
and crafts for ages 6–13
Full day T–ball camp for ages 10–13 3,397 2%68 $180 2 $24,458
Creative arts camp for ages 6–13 3,397 4%136 $170 2 $46,199
Children swim lesson for ages 3–13 3,397 9%306 $57 2 $34,853
Swim team 3,397 9%306 $30 Monthly12$110,063
3,397 4%136 $45 Monthly12 $73,375
ages 3–5 and 14–17
Soccer leagues for
3,397 17%577 $45 Monthly12 $311,845
ages 3–9 and 14–17
Outdoor baseball leagues for
3,397 4%136 $45 Monthly12 $73,375
ages 10–17
3,397 9%306 $55 2 $33,630
Karate classes for ages 6–17 3,397 6%204 $55 2 $22,420
Cheerleading classes for ages 10–17 3,397 4%136 $55 2 $14,947
Adult specialty training classes such
3,397 21%713 $45 2 $64,203
as TRX and HIIT
Adult swimming lessons 3,397 5%170 $55 2 $18,684
Adult Masters swimming 3,397 7%238 $40 Monthly12 $114,139
Adult baseball leagues 3,397 5%170 $20 2 $6,794
3,397 2%68 $20 2 $2,718
Adult soccer leagues 3,397 2%68 $20 2 $2,718
3,397 12%408 $20 2 $16,306
Total $1,068,560
Figure 8.02 Programs with Highest Level of Interest and Estimated Number of Participants and Revenue
71
A FourSquare Market Study
Program Usage of Major Features
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Figure 8.03 Summary of Usage among Prospective Members of a New College Station YMCA Recreation Center
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3Chamblee Tucker, Suite A225
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