2014–2018 Recreation and Leisure Services

Seniors Strategy

www.whitby.ca/seniors

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Recreation and Leisure Services Seniors StrategyTable of ContentsIntroduction _____________________________________________ 4Executive Summary _______________________________________ 6Key Trends Impacting Seniors _____________________________ 11Local Look ____________________________________________ 22Whitby Seniors Services __________________________________ 25Seniors Strategy Community Engagement Process _____________ 54Recommended Actions ___________________________________ 64

Communication and Marketing __________________________ 64Seniors Program Enhancements _________________________ 67Facilities ____________________________________________ 73Community Partnerships _______________________________ 75Services ____________________________________________ 78

Budget Implications ______________________________________ 80Conclusion ____________________________________________ 81

Acknowledgements _____________________________________ 82Appendices ____________________________________________ 82

Appendix A: Whitby Seniors Services COC SWOT Analysis ____ 84Appendix B: Whitby Seniors Services Member Survey ________ 85Appendix C: Whitby Seniors Services Non-Member Survey __ 103Appendix D: PIC and Focus Groups Outcomes ____________ 114Appendix E: WHO Network of Age Friendly Cities Criteria ____ 120Appendix F: Measurable Accomplishments by Year _________ 126Appendix G: References Cited __________________________ 134

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IntroductionThe Town of Whitby’s Seniors Recreation and Leisure Services Strategy has been developed to gain an understanding of the recreation and leisure needs of seniors as a result of the changing diversity and aging of the population. This Strategy establishes goals, desired outcomes and actions for the delivery of seniors’ recreation and leisure services in the Town of Whitby over the next five years (2014–2018).

It is important to note that the scope of this Strategy is to focus on the mandate of Whitby Seniors Services’ section, specifically the delivery of recreation and leisure services for people aged 55+. This Strategy does not focus on needs of seniors outside of this scope.

Key Abbreviations

There are three important abbreviations used throughout this document to aid in readability.

WSS = Whitby Seniors Services WSAC = Whitby Seniors’ Activity Centre BCCL = Brooklin Community Centre and Library

Links to Other Town of Whitby PlansThrough the development and implementation of the proposed Seniors Recreation and Leisure Services Strategy, the following Whitby Community Strategic Plan objectives will be addressed:

1. Develop a safe and healthy community.

1.1 Promote healthy lifestyles and wellness for all ages and abilities.

4. Pursue excellence in local government.

4.3 Develop short and long term business and financial plans including performance measurements.

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The Culture, Parks, Recreation and Open Space Master Plan Strategic Directions and Service Goals will also be addressed through the development of the Seniors Recreation and Leisure Services Strategy as follows:

Strategic Direction–SD-P-001: Focus resources on initiatives that contribute to the physical, social and emotional wellness of residents.

Contributes to Service Goal One: Assuming a Leadership Role Whitby will be the leader in leveraging community resources and focusing community responses to achieve the benefits of leisure for all members of the community.

Contributes to Service Goal Two: Healthy and Enjoyable Leisure Experience Whitby will provide and support leisure experiences that contribute to healthy lifestyles, experiences of accomplishment and a sense of security.

Contributes to Service Goal Three: Strong Volunteer Base Whitby will provide staff and material resources that support viable and sustainable volunteers and community leaders.

Why is Recreation and Leisure Important for Seniors?Participation in recreation and leisure programs has shown to have significant health benefits, encourage socialization and help people make community connections.

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As we get older, exercise is one of the most important things we can do to maintain our physical and mental health. Studies have proven that regular exercise can be used as a strategy for preventing disease and maintaining independence. With participation in regular physical activity, older adults can improve their heart and lung fitness as well as increase strength and flexibility. [See Reference 1, page 134]

As well, participating in social activities is known to prevent loneliness and depression and enhance quality of life. According to Dr. Sinha, Director of Geriatrics at Mount Sinai Hospital, older adult recreation programs and seniors’ centres play an important role in wellness and prevention activities, and are important in helping older adults stay well and stay healthy longer. [See Reference 2, page 134]

Providing choices for those 55+ to participate in recreation and leisure programs is important for the Town of Whitby and Whitby Seniors Services. Programs and services offered include fitness, sports, the arts, education, wellness, social events and volunteer opportunities. These programs help to enhance quality of life, allow seniors to age in place and give opportunity for seniors to make valuable connections and contributions in their communities.

Executive SummaryThe Town of Whitby strives to be an Age Friendly Community. In order to be a Community of Choice for Seniors, a Seniors Recreation and Leisure Services Strategy has been developed, guiding Seniors recreation and leisure services in Whitby from 2014 to 2018.

The objectives and strategies outlined below have been developed by staff through feedback received from community engagement, seniors’ members, and consultation with Whitby Seniors Services’ Committee of Council.

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Five areas of focus have been identified and the recommended objectives and associated strategies are as follows:

1. Communication and Marketing

1.1 ObjectiveTo ensure there are a variety of communication strategies used to promote seniors’ programs, meeting the needs of Whitby Seniors aged 55+.

1.2 Strategies1.2.1 Enhance the use of on-line promotion and registration through computer education opportunities.

1.2.2 Develop email communication tools to promote programs and services as well as create potential social media opportunities through social media sites.

1.2.3 Develop a marketing campaign that reflects the many diverse groups of seniors participating in programs.

1.2.4 Review the current New Members Reception program.

1.2.5. Develop a strategy that allows members to differentiate staff from volunteers.

1.2.6 Investigate possible name enhancements for Whitby Seniors Services and Whitby Seniors’ Activity Centre to ensure marketing of programs appeals to all adults 55 years and over.

“I have had a good deal of pleasure from the various programs over the years.

The Whitby Seniors’ Activity Centre is a good place to live out one’s senior years.”

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2. Seniors Program Enhancements

2.1 ObjectiveTo ensure that programs and services offered by WSS remain accessible and engaging for the seniors of the community.

2.2 Strategies2.2.1 Implement regular review of instructional classes by members.

2.2.2 Enhance diversity education opportunities and partnerships.

2.2.3 Review membership costs, course fees and drop-in fees as part of the Town’s Fee Study in 2015.

2.2.4 Analyze the benefits of the trips program.

2.2.5 Continue to pursue government and private sector grant opportunities to support program and services development.

2.2.6 Continue to look at mutually beneficial sponsorship opportunities.

2.2.7 Continue to create opportunities for courses that teach recreational Drop-In Program game rules and skills such as Euchre and Bridge.

2.2.8 Review options for evening and weekend program expansion to meet the needs of seniors who have work and/or family commitments and cannot attend daytime programming.

2.2.9 Increase offerings for courses in high demand such as yoga, fitness, health seminars, education seminars and courses in technology.

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2.2.10 Examine the feasibility and financial implications of offering space for designated health and wellness programs that benefit the seniors’ community.

2.2.11 Review Town of Whitby seniors’ fitness programming and ensure programs are best designed for people who are aging.

2.2.12 Work with the Whitby Public Library to offer educational opportunities for seniors.

2.2.13 Continue to offer intergenerational programs and seek out new opportunities.

2.2.14 Continue to work through the Town Accessibility Plan to ensure that programs, services and facilities meet accessibility best practices.

2.2.15 Develop a Code of Conduct for all members of Whitby Seniors Services.

3. Facilities

3.1 ObjectivePlan for facilities that will address the recreation and leisure needs of seniors now and in the future.

3.2 Strategies3.2.1 Develop a plan for updating the Whitby Seniors’ Activity Centre.

3.2.2 Investigate sports facilities options for seniors play such as a centrally located gymnasium, re-use of tennis courts for pickleball and a warm water pool.

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3.2.3 Investigate additional space options for seniors’ programs within the Town of Whitby.

3.2.4 Investigate the possibility of expanded seniors’ lounge space at the Brooklin Community Centre and Library.

4. Community Partnerships

4.1 ObjectiveTo review current services and programs and create new opportunities for Whitby seniors through partnerships with community service providers and organizations.

4.2 Strategies4.2.1 Partner with agencies and community service providers to inform seniors about programs and services in Whitby/Durham Region.

4.2.2 Continue to participate in the Durham Elder Abuse Network and seek educational opportunities for members regarding elder abuse.

4.2.3 Investigate resources and support for widows and widowers in the Whitby community.

4.2.4 Continue to communicate and partner with other seniors’ centres in Durham Region and with the Older Adult Centres’ Association of Ontario.

4.2.5 Expand the mandate of the Seniors Advisory Committee to advocate for Age Friendly best practices.

4.2.6 Partner with the Whitby Chamber of Commerce to create an annual business award for businesses that are Age Friendly.

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5. Services

5.1 ObjectiveTo ensure that services provided by the Town of Whitby are meeting the needs of seniors while maintaining fiscal responsibility.

5.2 Strategies5.2.1 Analyze the benefits and costs of the current van service and investigate transportation options to assist seniors in accessing programs.

5.2.2 Conduct a meal services evaluation to analyze the satisfaction of cafeteria operations at the Whitby Seniors’ Activity Centre.

5.2.3 Analyze the activities of the volunteer run Kozy Korner fundraising café.

5.2.4 Improve customer service to seniors at the front desks of facilities.

5.2.5 Develop an awareness campaign that encourages neighbourhood residents to assist older adults in snow and leaf removal.

5.2.6 Commit to Whitby’s diverse older adult population by considering membership in the World Health Organization’s Global Network of Age Friendly Cities.

Key Trends Impacting Whitby Seniors Today and in the FutureIn order to develop an effective Seniors Strategy, an understanding of current and future trends that impact seniors is important.

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Canada’s Growing Aging Population and the Boomer InfluenceThe population of seniors 55 and over is growing at a much faster rate than the rest of the population. According to recent projections, the number of seniors in Ontario will double by the year 2036. [See Reference 3, page 134]

This seniors’ population wave has created different types of seniors–those whose interests are defined by the World War Two era to the Baby Boomers–whose mindset is very different from that of their parents. Defined as those born between 1946 and 1965, the Baby Boomer generation has had a strong influence at every life stage they have entered. [See Reference 4, page 134] It should come as no surprise that, as they are aging, they are also influencing change in seniors’ recreation and leisure programming.

It is well known that this younger group do not see themselves reflected in the term ‘senior’ and as a result seniors’ programmers and some operators of senior centres have changed their terminology or completely removed the word ‘senior’ from their advertising and buildings.

As for recreation and leisure, the Baby Boomer generation sees themselves as more active and independent and as such, is demanding programs that reflect more energetic pursuits such as active drop-in recreation and fitness classes. Since many of this generation are working longer or continue to work part-time, they are asking for more programs to be offered around their work schedules at night and on weekends. They are also interested in more learning opportunities and intellectual activities such as classes on investment and current event discussion groups. Traditional uses of senior centres are also being re-examined with the addition of exercise rooms and the replacement of cafeterias with cafés serving coffee and sandwiches. [See Reference 5, page 134]

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Below is a general categorization of senior age groups. It is understood that these are generalizations and that some individuals may fit better within other parameters. [See Reference 6, page 134]

Category Age Recreation and Leisure PursuitsPre-retirement 55–64 Many still in the workforce. Work and family

commitments may limit social and physical interests to the degree desired. Interested in sports leagues, fitness, evening and weekend programs.

Younger Seniors 65–74 Pursue activities similar to younger years, although physical ability may have declined slightly. Social networks with friends and families are wide reaching. This group places a high degree of importance on travelling, the arts, active living, social opportunities and entertainment. They enjoy active pursuits, learning new games, volunteering and are interested in health and wellness seminars.

Older Seniors 75–84 Seek passive, less rigorous leisure. Place strong focus on socialization and supporting local community. Social networks are primarily linked with like-minded people of a similar age. They enjoy traditional special events, slower paced fitness activities and volunteering.

Elder Seniors 85+ May have limited mobility and health conditions. Social interaction is a high priority. Support of family and friends and community is critical for their social well-being. They enjoy slower paced social occasions. May need assistance with transportation and mobility aids.

The Seniors Recreation and Leisure Strategy needs to consider these factors as more and more of this group ages. Planning for seniors’

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recreation and leisure will have to try to balance the needs of all generations of seniors.

Age Friendly CommunitiesThe Ontario Seniors’ Secretariat promotes the development of Age Friendly communities and has included this concept in its Action Plan for Seniors. Defined, Age Friendly Communities are ‘supportive physical and social environments that enable older people to live active, safe and meaningful lives and continue to contribute in all areas of community life.’ [See Reference 7, page 134]

Ontarians can use a series of assessment tools to adapt to their own Age Friendly Community planning. The basis for these tools stems from the eight dimensions developed by the World Health Organization (WHO) that describe an Age Friendly Community. The dimensions are categorized as follows: outdoor spaces and buildings; transportation; housing; social participation; respect and social inclusion; civic participation and employment; communication and information; and community support and health services.

The following defines the eight dimensions of Age Friendly Communities and highlights what the Town of Whitby is doing now to contribute to each dimension.

1) Outdoor Spaces and BuildingsThe outside environment and public buildings have a major impact on the mobility, independence and quality of life of older people and affect their ability to ‘age in place.’

What the Town Does Now:• Investment in retrofitting building and public spaces complying with

the Accessibility for Ontarians with Disabilities Act

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• Dedicates space for seniors’ programs• Ensures public areas are clean and pleasant• Waterfront and Parks Open Space Master Plan• Over 125 parks including two off leash dog parks• New Outdoor facilities–Bocce Ball• Dedicated Seniors’ Activity Centre and seniors’ programming

offered within a number of other recreation facilities and municipal library branches

• Access to Indoor Soccer Dome and Abilities Centre walking track• Consultation and development of a Sports Facility Strategy, for

the provision of indoor and outdoor sports facilities over the next twenty years.

2) TransportationTransportation, including accessible and affordable public transportation is a key factor influencing active aging.

What the Town Does Now:• Provides van to transport members to programs• Windrow snow clearing program to allow seniors enhanced access• Annual capital plan to improve streets and sidewalks• Accessible parking spots available• Annual plan to maintain and create new trails• Accessible transportation through Durham Region• Licensed Taxis to provide accessible service• Offers driver education and safe driving courses

3) HousingHousing is essential to safety and well-being and access to appropriate housing influences the independence and quality of life of older people.

“Having been a resident of Brooklin for 59 years, the Brooklin Community Centre and Library is a dream come true.”

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What the Town Does Now:• Housing policies incorporated within the Town’s Official Plan• Mayor and Regional Councillors influence policies regarding

seniors housing and social services• Seniors Services staff have been involved in regional planning

regarding seniors housing in the community• Partnership with retirement residences• Housing information handout

4) Social ParticipationSocial participation and support are connected to good health and well-being throughout life. Participation in leisure, social and cultural activities in the community allows older people to continue to exercise their competence, enjoy respect and esteem and maintain or establish supportive and caring relationships.

What the Town Does Now:• Whitby Seniors’ Activity Centre engages seniors in the community

to be members of the Centre (3,800+ members)• Offers recreation and leisure programs and special events for

seniors• Offers activities at convenient times (programming seven days a

week)• Partners with community organizations to provide programs–

Abilities Centre, Whitby Public Library, Station Gallery• Offers programs at a reduced cost to encourage participation• Town wide events–County Town Carnival, Harbour Days, Heritage

Day, Harvest Festival• Provides dedicated space and facilities for seniors to socialize• Access Program to ensure financial accessibility to all programs

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5) Respect and Social InclusionThe level of respect and degree of inclusion of seniors in communities greatly affects their participation in social, civic and economic life of the community.

What the Town Does Now:• Seniors valued for contributions–Celebrating Milestones event• Seniors treated with respect• Community wide activities attract all generations• Recognition events and awards–Mayor’s Senior Volunteer Award,

Volunteer Appreciation event• Provides free membership for seniors 90 years and older• Approves annual operating budgets to support Seniors Services–

In 2014: $732,912• Mentorship through intergenerational programs that connect

seniors to youth in the community

6) Civic Participation and EmploymentAn Age Friendly community provides options for older people to continue to contribute to their communities, through paid employment or voluntary work and to be engaged in the political process.

What the Town Does Now:• Provides wide range of volunteer opportunities–300 volunteers,

annual 20,000+ hours• Annual appointment of Seniors Committee of Council• Seniors Advisory Committee who advocate for seniors’ needs in

the community• Supports public consultation and focus groups

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7) Communication and InformationStaying connected with events and people and getting timely, practical information to manage life and meet personal needs is vital for active aging.

What the Town Does Now:• New and improved Town of Whitby website, fully accessible• Availability of assistive listening devices• Seniors newsletter• Paper and online copies of Town Activity Guide• Electronic message displays• The Whitby Perspective and print media• Public access to computers• Computer courses introducing new technology• Lending Library

8) Community Support and Health ServicesHealth and support services are vital to maintaining health and independence in the community.

What the Town Does Now:• Provides health and wellness seminars• Organizes annual health fairs with community agencies and health

care providers• AED in facilities• Staff training in CPR• Nutritious meal service• Community agency involvement–Durham Elder Abuse Network,

Durham Advisory Committee for Community Services, Working Committee on Seniors and Aging in Durham

• Partnership programs for health services

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The Town of Whitby’s Continued Support of Age Friendly Best Practices

The Seniors Recreation and Leisure Services Strategy focuses on recreation and leisure services offered by the Town of Whitby over the next five years. While some of the eight areas of the WHO Age Friendly Criteria align directly with recreation and leisure services, some are the responsibility of other departments and divisions of the municipality or other levels of government such as the Region or the Province. This Strategy will focus on the recreation and leisure services for seniors but will examine how Whitby Seniors Services can further contribute and support development of the Town of Whitby as an Age Friendly Community.

Volunteerism is ChangingVolunteer experiences are changing. People 55+ are working longer and are using their skills to take on part time paid positions. Many have volunteered in their younger years and when they retire, want to focus more on self-fulfilling opportunities such as learning, health pursuits, family and travel. Additionally, volunteers want roles that provide meaningful engagement and are driven by results. They are interested in activities that offer something different than their career did and are looking for more short term and flexible prospects versus traditional long-term volunteer roles. [See Reference 8, page 134]

Volunteers are an important part of the programs and services at Whitby Seniors Services. As volunteer patterns change, roles and responsibilities of volunteers may need to be evaluated to accommodate these emerging trends.

Growing Ethnic DiversityImmigration has been on the rise in Ontario for the past several decades. Based on Statistics Canada Census data, the research found immigrant and newcomer individuals make up 20 percent of the overall population in

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Durham (113,390 persons), with the majority living in the municipalities of Pickering, Ajax and Whitby. This growth trend is expected to continue with a conservative estimate predicting the immigrant population in Durham will increase at an annual rate of 3 percent over the next 25 years. [See Reference 9, page 134]

Organizations across Durham, including Whitby Seniors Services, need to find ways to reach out to new immigrants and engage them with meaningful services.

Aging in PlaceAging in Place means having the health and social supports and services you need to live safely and independently in your home or your community for as long as you wish and are able. [See Reference 10, page 134]

Communities that encourage Aging in Place provide supports that help residents stay active and engaged. Well-maintained sidewalks and benches, accessible buildings and good public transportation are key features to encourage independence and activity.

Having access to recreation and leisure pursuits is also important. As more people choose to live independently at home in their later years, having recreation programs within their community is important for health and encourages interdependence between friends, family members and neighbours. As the population grows, recreation and leisure opportunities within neighbourhoods through partners and satellite locations need to be explored.

Stand-Alone Centres vs. Multi-Age Recreation FacilitiesAlthough many municipalities still have stand-alone senior centres in place, many are moving away from this model when thinking about future

“I love the Whitby Seniors’ Activity Centre.

I’ve been here for 27 years!”

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recreation facilities. Instead, the trend is to offer services for seniors in multi-age facilities where all generations access the pool, gym and multi-purpose rooms.

The rationale behind this is three-fold: 1) many younger seniors want to access recreation at these type of centres rather than at a centre operating solely for their age group; 2) these type of facilities ensure space is well-utilized at all times of the day and evening and 3) it is a more efficient use of construction dollars and municipal human and facility resources.

Currently, Whitby Seniors Services offers seniors’ programs out of a stand-alone facility that is well used from 8:30 a.m. to 10:00 p.m., Monday to Friday, and at various times on the weekend. WSS also has dedicated space at the Brooklin Community Centre and Library, along with programs using shared space such as the computer lab, gymnasium and multi-purpose rooms. Seniors programs have been growing steadily over the past four years since the building opened in November 2010.

As well, some programming takes place at other facilities such as the Heydenshore Pavilion, Centennial Building and Civic Recreation Complex. As more space is required for seniors’ programming, WSS will need to offer more programs in satellite locations such as these.

In future, services for seniors within multi-age recreational facilities will be considered promoting participation of seniors within the larger community. Feedback from seniors does suggest, however, that there be some dedicated space within these facilities for a seniors’ social area, such as enclosed lounge space.

AccessibilityThe Ontarians with Disabilities Act, (ODA), 2001 was established by the Province of Ontario to improve access and opportunities for people with disabilities across Ontario. In 2005, the Accessibility for Ontarians with

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Disabilities Act (AODA) was established to build on the ODA, with the aim of providing a fully accessible province in twenty years.

Currently, one in seven people or 1.85 million Ontarians have a disability. As the population ages, this number will increase. By 2036, one in five Ontarians will have a disability. [See Reference 11, page 134]

The Town of Whitby has implemented an Accessibility Plan in accordance with the requirement of the ODA, 2001 and the AODA, 2005 and the Integrated Accessibility Standards, Ontario Regulation 191/11. This includes measures taken to identify, remove and prevent barriers to persons with disabilities who use the facilities and services of the Town of Whitby.

The Town has also established two committees:

1. The Accessibility Working Committee (AWC) was established in the summer of 2003 and comprises staff representatives from each of the Town’s departments. This committee provides input and direction on the Town’s Accessibility Plan, and provides support and advice to the Accessibility Advisory Committee.

2. The Accessibility Advisory Committee (AAC) is responsible for providing advice to Council to plan for accessibility on a wide range of municipal processes.

Copies of the Town of Whitby Accessibility Plan can be obtained through Town Hall or at www.whitby.ca/accessibility.

Local LookAge ProfileThe Town of Whitby is one of the fastest growing municipalities in the Region of Durham. Like the rest of Ontario, the population of seniors in Whitby is increasing. According to Statistics Canada, the population of

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Whitby in 2011 was 122,022 with 21 percent of the population being over 55 years of age.

(Whitby Population breakdown by age, Statistics Canada, 2011 Census)

Whitby’s population has increased by 9.6 percent since the 2006 Census. This percentage increase exceeded the growth in Durham Region as a whole (8.4 percent). The Town is expected to experience further significant growth, increasing to a population of approximately 192,860 by 2031. [See Reference 12, page 134]

Compared to the rest of Ontario, Whitby has a slightly younger population with a median age of 37.6 years compared to the Ontario median age of 40.4. However, looking at the 2011 Census, over the next five to ten years, there will be a large percentage of people aged 45–54 who will be turning 55 and eligible for participation in Whitby Seniors Services. This younger group will be looking for discounted fitness programs, older adult sports leagues and evening and weekend programs.

As well, the number of seniors turning 65-74 will increase significantly. This age group will be interested in utilizing the seniors’ centre as their own designated seniors’ space, and will be interested in programs that provide social opportunities, health and wellness seminars and intellectual discussions.

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Whitby Estimated Population Projections by Age Cohort

2011 2016 2021Pre-Retirement 55–64 13,240 19,266 26,361Younger Senior 65–74 6,810 11,391 17,105Older Seniors 75–84 4,220 6,047 8,630Elder Seniors 85+ 1,560 2,109 3,138% of Population 55+ 21 28 35

*Assumes current percentages of seniors age cohorts relative to the population, will remain the same over time. Sources: Durham Region Planning Department Projections (2009) and Statistics Canada (2011)

Ethnic CompositionThe Durham Diversity and Immigration Community Report Card 2012, indicates that visible minorities represent 19 percent of the population in Whitby. South Asian, Black, Chinese and Filipino represent the highest number of ethnic groups declared. According to the 2011 Census, 83.7 percent of the population in Whitby spoke English as their mother tongue, with French, Italian, Spanish and Urdu largely representing the remaining percentage.

In 2012, the Town of Whitby Seniors Services, in partnership with the Seniors Committee of Council received a grant from Human Resources and Skills Development Canada (HRSDC)–New Horizons for an ‘Immigrant and Newcomer Seniors Support Program.’

The objective of this initiative was to create a weekly program providing information and offering services, activities and support to immigrant and newcomer seniors to integrate into the community. The program has been running for over a year now with a volunteer convenor and has eight to twelve participants attending on a regular basis and taking part in centre activities.

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Priority in examining ways to include and serve seniors who belong to ethnic communities needs to continue.

Education and IncomeAccording to Census data, in general, the Town of Whitby’s population is more highly educated and has a higher household median income than that of the province as a whole. At the time of the 2011 Statistics Canada Census, over 90 percent of Whitby’s population 25 years and older had earned a postsecondary diploma or certificate compared to the provincial average of 70 percent. Whitby’s household median income was $101,392 compared to the provincial median of $71,508.

Although higher levels of income and education can indicate higher financial means, affordability and choice still need to be an important consideration when planning and pricing services for seniors. After retirement, many seniors live on a fixed income through work and/or government pensions which can affect their ability to participate in recreation and leisure programs.

Whitby Seniors ServicesPurposeThe purpose of Whitby Seniors Services is to enhance the quality of life for citizens 55 years of age and older through programs, classes, recreation and leisure services, and volunteer opportunities.

HistoryWhitby Seniors’ Activity Centre opened in 1976 staffed with volunteers. After some months, a staff person was hired and a Board of Directors was appointed. The Centre was open 9:00 a.m. to 9:00 p.m., Monday to Friday and, by the end of the year, 300 members aged 55+ had joined.

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Approximately ten years later, staffing had increased to two persons and the first elected board took office. Membership at this time was about 1,080 people. In 1995, the Whitby Seniors’ Activity Centre building was expanded and staff consisted of four full-time positions.

In 2003, the Board of Directors was dissolved and a new structure was set in place, called the Committee of Council, giving seniors the opportunity to voice their needs to Council and staff without the responsibility of operating at a board level.

Today, membership has grown to over 3,842 members with programs being held at the Whitby Seniors’ Activity Centre, Brooklin Community Centre and Library and at various other Town properties. There are seven full-time staff and seven part-time staff dedicated to Seniors Services along with over 300 dedicated volunteers.

Seniors Committee of CouncilThe Seniors Committee of Council consists of ten seniors who are voted in by the seniors’ membership to provide advice and assistance to Council and staff regarding the various seniors’ programs offered by the Town of Whitby. This includes drop-in leisure programs, dances, transportation, trips, choir, fundraisers, summer student program and special events.

Each member of the Committee serves a two year term. In addition, a member of Council is appointed by the Mayor to liaise between the Council and the Committee. The Supervisor of Seniors Services also sits on the Committee to provide advice and information to its membership.

This Committee meets once per month and has various sub-committees to support its objectives. These include the Executive Committee, Fundraising, Special Events, Membership, Program, Policy, Archives, Trips, Fire and Safety, Transportation, Finance and Nomination committees. Committee Members also represent the interests of WSS as

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delegates to external committees including the Whitby Seniors Advisory Committee, the Durham Elder Abuse Network, the Ontario Coalition of Senior Citizens’ Organizations, the Older Adult Centres’ Association of Ontario, the Working Committee on Seniors and Aging in Durham and Durham Region Senior Games.

Whitby Seniors Advisory CommitteeThe Whitby Seniors Advisory Committee is comprised of members of the public, business, community agencies, seniors, staff and an appointed Member of Town of Whitby Council. This Committee helps to identify needs, plan, support, and advocate for services for seniors in the Town of Whitby. The Committee meets every two months and consists of twelve members. Current member organizations include Johnson Insurance Inc., Community Care Durham, The Royal Bank of Canada and Whitby Legion Branch 112. Currently the Committee assists in the planning of Grand Day, an annual celebration event to honour the contribution of grandparents and oversees the selection of the Mayor’s Senior Volunteer Award.

MembershipAt December 31, 2013, there were 3,842 members of Whitby Seniors’ Activity Centre. Ninety-one percent were residents of Whitby. Nine percent were non-residents. Taking this into account, approximately 13 percent of Whitby’s senior population was a member of Whitby Seniors Services. [See Reference 13, page 134] This is higher than average with research showing that about 10 percent of the Seniors population take part in services for seniors at an Older Adult Centre. [See Reference 14, page 135]

Total Members 2009 2010 2011 2012 2013# of Members 2,860 3,067 3,261 3,344 3,842Growth Indexed to 2009 100 107 114 117 134

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Membership has continuously grown over the past five years resulting in 34 percent participation growth since 2009. There has been a significant increase recently due to the added benefit of member access to the Abilities Centre walking track and the opening of the Brooklin Community Centre and Library in 2010.

When looking at the number of people reaching age 55 over the next five years, it is expected that seniors’ memberships will grow significantly. By 2018, it is estimated that Whitby Seniors Services will grow to have five thousand members.

Benefits of Membership• Access to a variety of Drop-in Leisure programs;• Reasonably priced, older adult focused courses in Fitness,

Creative Arts, Languages, Sporting Groups, Dance, Computers and General Interest programs;

• Health and Wellness seminars;• Opportunities for Trips and Travel;• Special Events;• Lunch time meals and snacks for purchase;• Volunteer opportunities;• Discounts on some WSAC Facility Rentals;• Access to the Abilities Centre walking track, Monday to Friday,

5:30 to 10:30 a.m.;• Discounted Health Club Membership at the Whitby Civic

Recreation Complex for members age 60 years and over;• Seniors in Motion Newsletter published four times per year.

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Where Members Live

YearTotal Members

WhitbyBrooklin/ Ashburn

Non-Residents

2013* 3,842 3,157 (82%) 343 (9%) 342 (9%)2012 3,344 2,648 (80%) 323 (9%) 373 (11%)2011 3,261 2,609 (80%) 293 (9%) 359 (11%)2010** 3,067 2,515 (82%) 245 (8%) 307 (10%)2009 2,860 2,402 (84%) 143 (5%) 315 (11%)

* Growth partially due to the Abilities Centre partnership**BCCL opened in November 2010

Currently, the majority of members live within central Whitby (82 percent), and about 9 percent live in the Brooklin/Ashburn areas. The majority of non-resident members live in Ajax, Oshawa and Pickering.

Cost of MembershipThe current cost of membership in Whitby Seniors Services is $19.89 for residents of Whitby and $39.78 for non-residents plus HST. Members, who are age 90+ years, receive a free membership in order to promote participation at the centre for this age group.

Below is a comparison of Seniors Membership Fees across Durham Region Lakeshore.

It is noted that seniors services across the region are operated, organized and funded very differently within each municipality and it is difficult to compare fees due to these complexities.

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Comparison of Durham Region Seniors Membership (as of December 2013)

Ajax Clarington Oshawa Pickering WhitbyMember Fees: Resident

$15 $25 $10 $20–25 $19.89

Member Fees: Non-Resident

$15 $25 $10 $20–25 $39.78

Age 55+ 50+ 55+ 50+, 55+ 55+

Membership Numbers

625 Ajax Club

102 Village Club

2,300 Access to one location + a variety of satellites (Beech Centre)

7,000 Access to four locations (John St., Northview, Legends, Conant Branches)

850 South Pickering Club

120 Rouge Hill Club

+ 3 other Seniors Clubs

3,842 Access to two locations (WSAC, BCCL) + a variety of satellites

Operation Set Up

Sen-ior run clubs; Town of Ajax support, EPC funding, user fees and fund-raising

Non-profit organiza-tion; Muni-cipality of Clarington support, EPC fund-ing, user fees and fundraising

Non-profit organiza-tion; City of Oshawa support, EPC funding, MOHLTC funding, user fees and fund-raising

Senior run clubs; City of Pickering support, EPC funding, user fees and fund-raising

Operated by the Town of Whitby, EPC funding, user fees and fund-raising

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GenderAnalysis shows that there is a higher senior’s membership rate among women than men. In 2013, 68 percent of Whitby Seniors’ Activity Centre members were women and 32 percent were men. This relates closely to the provincial average of 74 percent female and 26 percent male participation and can be explained by the fact that women live longer than men and are more likely to maintain strong social networks. [See Reference 15, page 135]

Location Female MaleWhitby 68% 32%Ontario 74% 26%

AgeThe largest age segment participating at Whitby Seniors Services is between 65–69 years. This relates closely to previous years; however, it is slightly younger than in 2009, when the largest age segment was 70–74 years.

Age 2009 2011 201355–59 6% 6% 5%60–64 16% 18% 16%65–69 19% 19% 23%70–74 20% 18% 19%75–79 19% 19% 16%80–89 19% 18% 19%90+ 1% 1% 2%

Ethnicity, Education and IncomeAccording to the most recent Members Survey, the majority of WSS members are of White Anglo-Saxon origin (83 percent). Asian, South

“Whitby Seniors’ Activity Centre is an asset of Whitby.

It has activities for people of all ages and levels.”

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Asian and Black are the next three represented ethnic origins of members.

The majority of WSS members surveyed (87 percent), stated that they had a high-school education or completed a post-secondary degree or diploma. Also, of those members who chose to disclose their income, the majority (56 percent), currently have a household income between $25,000 and $69,000 annually.

LocationsWhitby Seniors’ Activity Centre at 801 Brock Street South is the ‘hub’ of Whitby’s services for seniors. This building is a dedicated seniors’ centre with upper and lower programming rooms, lounge area, volunteer office, a library, dining room, outdoor patio, reception desk and offices for staffing.

Hours of operation are: 8:30 a.m. to 10:00 p.m., Monday to Friday. On weekends, from October to June, the centre is open Saturdays 9:30 a.m. to 1:00 p.m. and Sundays 1:00–4:00 p.m. The centre is open on some holiday weekends should drop-in recreation groups be interested in attending.

The Brooklin Community Centre and Library at 8 Vipond Road in Brooklin, was built in 2010, and is a multi-age facility that has dedicated seniors’ program space, shared multi-purpose rooms, gymnasium, meeting room and computer lab, as well as a volunteer run snack counter. The building is open 8:30 a.m. to 8:30 p.m., Monday to Friday. The front desk closes at 8:30 p.m. but the building is open until 10:00 p.m. until all programs are done. It is open year round on weekends, Saturdays 8:30 a.m. to 4:30 p.m. and Sundays 11:15 a.m. to 3:45 p.m. The centre is closed on Sundays of long weekends and on statutory holidays.

Seniors’ programming also takes place at other Municipal facilities including the Centennial Building (Fitness, Dance, Photographic Club, French, Lifewriting, and Book Club), Heydenshore Pavilion (Bridge,

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Pickleball, Badminton, and Special Events), Whitby Civic Recreation Complex (Spinning) and Iroquois Park Sports Centre Tennis Courts.

Programs and ServicesThere are a variety of programs offered by Whitby Seniors Services.

Health and Wellness ProgramsHealth and Wellness programs planned by Town staff focus on health prevention and education seminars on topics such as nutrition, hearing health, retirement planning, and disease prevention for diabetes, heart health and arthritis. Prices for these seminars are set by Council and are usually minimal to cover refreshment costs. Currently, seminars are offered once per month at a cost of $1.60 per session. Participants do not have to be members to participate in these programs. In 2013, 465 people participated in Health and Wellness programs.

As well, WSS offers an Information and Active Living fair on a regular basis hosting a variety of agencies who distribute health information, seminars and healthy snacks. Funding for this fair comes through a grant delivered by the Older Adult Centres’ Association of Ontario and the Ontario Seniors’ Secretariat.

The Whitby Seniors’ Activity Centre had a foot care program in place for seniors through provincial funding. This program was transferred to Community Care Durham which offers a number of programs that are funded by the Ministry of Health and Long-Term Care. Eventually this program was moved out of the centre and into free community locations due to room rental costs at the Seniors’ Centre.

Seniors Supporting SeniorsSeniors Supporting Seniors is a program that provides older adults with the opportunity to develop new social connections while gaining

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valuable information and resources on topics such as self-care, health, motivational living, relaxation and stress management. Classes are offered each session at a cost of $5.

Instructional ClassesInstructional Classes are planned by Town staff utilizing local instructors throughout the year covering a variety of interests including dance, fitness, education, arts, computers and general topics. These classes are usually eight to ten weeks in length and are offered four times a year (Winter, Spring, Summer and Fall). Course fees are approved by Council and take into consideration instructor costs. Instructors are hired on a contract basis and are usually individuals with unique skills and qualifications pertaining to the class they are teaching.

Over 460 classes ran in 2013, with approximately 6,200 registrations. Demand for classes is increasing with fitness and dance accounting for eighty percent of classes offered. The most popular fitness programs include: Arthritis Exercise, Osteo Weight Training and Yoga for Seniors.

2011 2012 2013Course Registrations 5,701 5,874 6,207Fitness 3,636 3,868 4,261Dance 593 610 740

WorkshopsWSS plans a number of workshops during the year, usually in the creative arts, to offer smaller group sessions where members can create specific arts and crafts projects. In addition, seminars are planned when instructors are found with specific knowledge in topics such as world history and culture. Pricing for workshops is dependent upon the number of hours and days they are offered.

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Driving SeminarsWSS offers driving education classes to support and assist mature drivers. Defensive Driving Techniques is a three-week course designed to enhance the skills of senior drivers with good driving techniques and habits. Johnson Insurance sponsors some of these classes in order to help cover the cost of the driving instructor and reduce the user fee. WSS also offers Safe Winter Driving Seminars.

In the past, the Ministry of Transportation has required that seniors 80+ pass a written test to renew their licence. To assist them with this, WSS offered the Eighty/Eighty Plus Seminar for those who needed to refresh their skills for this test. As of April 2014, Seniors 80+ no longer have to write this test but are required to complete a vision test, group education session, driver record review and in-class screening exercises. WSS is working with the instructor to see what type of seminar may now be needed.

Exercise Classes for Arthritis, Osteoporosis and Parkinson’s DiseaseWhitby Seniors Services offers several very popular classes for management and prevention of Arthritis and Osteoporosis. These classes focus on exercises that increase strength, flexibility, muscle mass and endurance.

In addition, a Parkinson’s Exercise class has been offered for many years focusing on addressing the symptoms of the disease by improving balance and coordination and increasing strength and mobility.

Sports LeaguesSports Leagues for seniors offer opportunities for organized sport recreation. Leagues include pickleball, golf, tennis, bowling and badminton. Participation in pickleball and badminton is offered each session at a cost of $14.43 per session. Pickleball is very popular with

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attendance on the rise. In 2013, drop-in pickleball was added at the Abilities Centre in order to meet the need in Whitby. Due to this popularity, a number of badminton players have shifted to playing this new sport, which has resulted in declining badminton numbers.

League Comparisons 2011-2013

2011 2012 2013Pickleball 146 187 368Golf 110 110 120Badminton 113 98 88Tennis 40 46 41Bowling 40 31 17

Pickleball is enjoyed by many seniors and participation is growing rapidly across North America. A cross between tennis, badminton and table tennis, Pickleball is known to be slower paced and easier on the joints than tennis. According to Pickleball Canada, the number of Canadians playing pickleball has doubled over the last two years from 6,000 to 12,000 players. [See reference 16, page 135]

Golf still remains popular with all spaces filling up quite quickly each year. Whitby Senior Members are offered a discount on green fees to play once per week at a local golf course. Money is gathered by the convenor for a banquet at the end of the season. Seniors five-pin bowling is organized at NEB’s Funworld from September to April. 634 people registered for leagues in 2013.

Drop-In LeisureDrop-In Leisure programs are offered for seniors who want to join in ‘pay as you go’ recreational activities with fellow members. Members pay $1–$2 to take part each time they attend to help pay for supplies and year-end celebrations. The Committee of Council oversees these programs and works with volunteer convenors to host a variety of activities such as

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euchre, bridge, darts, social French, choir, Seniors Photographic Club, table tennis, shuffleboard, dominoes and carpet bowling. In 2013, there were over 34,000 attendances at drop-in programs. The highest attended drop-in programs included duplicate bridge, euchre and bid euchre.

2011 2012 2013Drop-In Attendance 33,596 34,484 34,346Duplicate Bridge 6,977 6,345 7,045Euchre 4,890 5,054 4,963Bid Euchre 2,342 2,350 2,060

Musical GroupsThere are several musical groups within our membership that practice weekly at WSAC.

The Happy Wanderers are a small group of musicians that meet to practice and prepare for centre events, outside events and to share a general love of music. The group consists of 5 key members who play various instruments from the accordion to the keyboard. They are always open to adding new members to their ensemble.

The Melotones Jazz and Swing band are a group of members and non-members who practice weekly at the Whitby Seniors’ Activity Centre. The 20-25 piece band plays various jazz hits and has entertained members at events such as the Jazz night fundraiser, and the Big Band Swing dance in Brooklin. The group is always expanding and looking to add talented musicians to their group.

The Jubilee Choir is made up of approximately one hundred Seniors’ Centre members who share a love of vocal music. The group is led by a choir directress and accompanied by a pianist. The members of the choir practice weekly at the Seniors’ Centre, and also host events such as the Remembrance Day ceremony and the annual Memorial service in conjunction with Seniors’ Centre staff. The choir has their own executive

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board that controls choir decisions and keeps track of choir membership and fees to help cover the costs of sheet music and uniforms.

Intergenerational ProgramsWSS plans several intergenerational programs each year with partners in the community. Grand Day is a Seniors Advisory Committee event in partnership with the Whitby Public Library that takes place in September during Grandparents’ Day with breakfast, entertainment, crafts and activities. The Rotary Club of Whitby and the Whitby Legion also help support this event. On average, about 100-150 people attend.

WSS also partners with J. Clarke Richardson Collegiate in Ajax. Youth from the Culinary Program plan and run a dinner for seniors in the community four times a year.

Intergenerational Skate is run in partnership with Whitby Youth Services. A free skate is held during March Break each year and about 75-150 people attend.

Amazing Adventure is a partnership with Town of Whitby Summer Camps and runs in the summer (July or August). Approximately 20 seniors are paired up with the 20 kids registered in camp for a morning of activities and lunch.

The WSS table tennis group also visits Henry Street High School and Paul Dwyer one to two times a year to run a clinic and then have a tournament with the students.

Special EventsSpecial events are held throughout the year with various themes promoting celebration and socialization such as celebrating Grand Day, Special Birthdays, Milestones, Remembrance Day, Rotary Club Bingo,

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Holiday Dances and Luncheons etc. WSS has a dedicated Decorating Committee that helps to decorate for these events and also throughout the Whitby Seniors’ Activity Centre.

WSS partners with St. Thomas Anglican Church to host a Festive Lunch in Brooklin. As well, there are several events held in June to mark Seniors Month and Recreation Month.

Low cost events such as Catch a Flick movies and Penny Bingo are held each month offering inexpensive social recreation opportunities for members. WSS also participates in Town of Whitby community events including Harvest Festival, Heritage Day and Festive Parades.

There were over 2,500 attendees at WSS special events in 2013.

Seniors MonthEvery June, the Town of Whitby, proclaims June as Seniors Month, along with other communities across Ontario. This is done to honour and recognize seniors in the Town of Whitby–their knowledge, experience and contributions they make every day. Seniors in the Town of Whitby contribute to the quality of life and vibrancy of our community. Seniors serve as volunteers, leaders and important and active members of the community, contributing to Whitby being a ‘Community of Choice.’

New Members ReceptionsNew Members Receptions are held on a regular basis in both the day time and evening, with staff and Committee of Council members, to help welcome and orient new members to both WSAC and BCCL.

Book Lending LibraryMembers can access a substantial book lending library from the seniors’ lounge which is maintained by volunteers and runs on the honour system.

“The Whitby Seniors’ Activity Centre is a wonderful, social and positive place to be!”

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Summer StudentsEach summer, students are hired to assist with special projects and to plan and implement creative special events for members. Some events in the past have included the Amazing Adventure event, Pyjama Bingo, British Invasion Pub Night, Pirate Party BBQ, Tea with a Special Guest, Mini-Putt, Yoga at the Lake and Tai-Chi in the park.

Co-op studentsWSS also works with Durham College and other post-secondary schools to place co-op students who have interest in planning events and recreation programs for older adults.

VolunteersWhitby Seniors Services currently has over 300 volunteers who enjoy active roles and help provide support to seniors’ programming at a lower cost. Positions include van drivers, program convenors, kitchen support, Kozy Korner, committees and reception and customer service representatives. An annual volunteer appreciation dinner is planned each year around Volunteer Week in April. Volunteers logged over 21,000 hours of volunteer service in 2013.

Mayor’s Senior Volunteer AwardEach year the Mayor of Whitby recognizes the valuable contributions that older adults have made to our community by presenting the Mayor’s Senior Volunteer Award to an individual with outstanding commitment to community involvement. The Seniors Advisory Committee reviews all nominations and determines a winner each year.

FundraisingThe Committee of Council organizes an annual fundraising plan to help cover the cost of Committee of Council activities such as Drop-In Program

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supplies and equipment, events, parade, etc. Fundraising activities include craft and quilt bazaars, donation draws, Jazz Night, student-led fundraising events and the Kozy Korner Servery. In 2013, the fundraising committee raised over $20,000.

The Quilt and Craft groups are an integral part of the fundraising initiative. They meet weekly to create items from donated materials, and all items created by those volunteers are sold to support fundraising. The annual bazaar last year alone made half of all of the year’s fundraising monies. This event is well attended by the community as a whole and features crafts, quilts, vendors and bake sale items.

Income Tax Preparation ClinicsIncome Tax preparation clinics are offered yearly in March and April for seniors who need assistance filing their tax returns and whose income is below a certain level. Seniors do not have to be a member of WSS to get their taxes done. There are over 700 returns completed each year with the help of volunteers trained by Revenue Canada.

Blood Pressure Screening ClinicsBlood Pressure screening clinics are held monthly at WSAC in partnership with Jerry’s Pharmacy for members who want their blood pressure tested. It is a valuable service where members get to connect with a trained nurse for blood pressure testing. 250 members took advantage of these clinics in 2013.

Meal ServicesWhitby Seniors Services offers a lunch program in the dining room at the Whitby Seniors’ Activity Centre. This program is operated by Pelican Catering, Monday to Friday. This service is very important for two reasons: 1) to offer an inviting place for social interaction and 2) to ensure there is a place where seniors can get a nutritious meal at an affordable price. Hot meals are available from 11:45 a.m. to 1:00 p.m. Members

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have a choice of purchasing a complete hot meal including soup or salad, main course, dessert and coffee/tea for $6.75 or the main course only for $4.95. A la carte items such as sandwiches, salad plates and muffins are also available from 8:30 a.m. to 3:00 p.m. Approximately, 100 hot meals are served each week at WSAC.

WSS volunteers also run a Kozy Korner café with snacks and refreshments at the Brooklin Community Centre and Library, open daily, Monday–Friday.

TripsDay and overnight trips are planned by Lakeshore Tours to various events, shows and sites across Ontario or within the Greater Toronto Area. Staff and seniors meet regularly to select trips from a roster which are then advertised in the centre. Registration is taken at the WSAC front desk. 114 members took part in the trips program in 2013, participating in 25 trips in total. Participation in these trips has declined over recent years with rising gas prices, increasing trip prices and some people choosing to organize their own trips with friends.

Armchair TravelArmchair travel is a popular program offered several times per year featuring a guest speaker who shares a recent travel experience with the audience. Members are charged a nominal fee for refreshments.

Van Transportation ServiceWith funding assistance from Whitby Hydro and 20 volunteer drivers, the WSS van transportation service provides door to door transportation to members for classes and programs. In 2013, volunteers gave over 7,975 rides using the Whitby Seniors Services van. Members are asked to submit their van requests for regular courses and programs by a

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due date each session and may then be placed on the schedule. The van can accommodate up to nine passengers. Single rides may be accommodated after this process is complete with a day’s notice.

Whitby Seniors Services has offered a transportation service since 1997 when a partnership was formed with the Town of Whitby Operations Centre. A pilot project was implemented whereby the Operations Centre provided a retired bus to the Whitby Seniors’ Activity Centre for a nominal monthly fee. The purpose of this action was to determine if the expressed need for transportation was necessary. As the need was identified, a bus capable of transporting nine passengers was purchased in 2001.

In 2001, the service was titled ‘Seniors in Motion’ and a partnership with Whitby Hydro Electric Corporation was formed. The Whitby Seniors’ Activity Centre purchased a replacement van in 2009, which currently operates 5 days a week.

Below is a cost analysis of providing the van service. As the van gets close to being five years old, costs of labour and repair are rising. Current user fee for riders is $3 for a round trip.

Van Ridership and Cost Analysis

2010 2011 2012 2013Members 3,067 3,261 3,344 3,842Rides 9,775 9,262 8,454 7,941Riders 83 78 63 57Cost* -$5,424 -$9,637 -$13,960 -$14,735

*Costs were calculated using expenses for labour and parts, fuel, volunteer expenses (van clothing), training and staff time minus user fees and donations.

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The table below depicts the following trends:

• Percent of members using the van is declining and services a small percentage of total members

• The number of rides per year by user is increasing• The cost per user has increased 4 fold from 2010 to 2013

An analysis of these trends will be completed.

2010 2011 2012 2013% of Members Using Service

2.71% 2.39% 1.88% 1.48%

Average Rides/User 118 119 134 139Cost/User -$65.35 -$123.55 -$221.58 -$258.51Cost/Ride -$0.55 -$1.04 -$1.65 -$1.86

Whitby Hydro donates $13,500 annually to the operating of the van and an additional $10,000 annually towards a capital account for the replacement of the van. Whitby Hydro has been making these donations since 2005, resulting in $90,000 donated towards the capital account. In 2009, $79,219.73 of this was spent on the replacement van; therefore, $11,000 is left in reserves. There is also $80,000 in the capital budget for replacement of the van in 2016.

Whitby Taxi ServiceSome members occasionally use local taxi services to participate in programs at the Centre. Circle Taxi and Bell Taxi serve the Whitby area offering a ten percent discount for people aged 65 and over. Both companies provide accessible service.

Durham Region TransitDurham Region Transit offers local accessible bus service every 30 minutes on the 302 Brock/Brooklin line with a stop just outside the main

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doors of the Centre in Whitby. Seniors are offered a discounted fee of $2.00, compared to the regular adult fare of $3.10.

Durham Region Transit Specialized ServicesMembers who need specialized services also use Durham Region Specialized Services to access WSS programs. These services provide accessible door to door transit service for temporarily or permanently disabled residents of Durham Region. Riders must meet eligibility criteria and complete an application form, part of which must be completed by a health care professional. Specialized rides must be booked in advance. Taxis are used to enhance specialized services. Regular senior transit fares are charged.

Municipal Snow RemovalThe Town of Whitby provides snow and windrow clearing services for seniors and individuals with disabilities who reside in Whitby. This service includes clearing snow from the windrow created by the snow plough, as well as the clearing of driveway access and parking for one vehicle and walkway access to the dwelling.

To be eligible for this service, residents must be registered with WSS, as either a resident over the age of 65 with no able-bodied person under the age of 65 living in the residence, or a resident who is certified by a medical doctor to be disabled with no able-bodied person living in the residence under the age of 65.

In 2013, there were 707 participants registered for this service. This number increased to 731 in the beginning of the 2014 year, with the heavy snowfall. The cost of this service is highly dependent on the weather. There has to be at least 10cm of snowfall for this service to be activated.

The annual costs over the last five years are displayed in the following table (costs provided by the Public Works Department).

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Participation and Costs of Seniors Windrow Program

2010 2011 2012 2013# of Participants 65+ 685 700 700 707Labour Costs $5,414 $36,364 $17,862 $21,487

* Labour costs vary in relation to snowfall accumulation

Senior Participation in Town of Whitby Recreation ProgramsThe Town offers a number of discounts for seniors to participate in recreational activities outside of Whitby Seniors Services.

Whitby Civic Recreation ComplexThe Whitby Civic Recreation Complex (CRC) offers Health Club memberships at a discount for Whitby Seniors Services members aged 60 years and over. Membership includes access to a supervised gym, a variety of fitness classes, a 25-metre leisure pool with therapy pool and co-ed sauna, change rooms and monthly payment plans. Regular adult rates (18-59 years) are $552.84 per year. The seniors’ rate (60+ years) is significantly less at $299.98 per year. The health club is open from 5:30 a.m. to 10:00 p.m. Monday to Friday, and from 7:00 a.m. to 6:00 p.m. on Saturdays and Sundays.

Seniors Health Club Memberships have grown steadily for the past five years.

2009 2010 2011 2012 2013Seniors Memberships at CRC Health Club

466 504 525 563 591

Growth Indexed to 2009 100 108 113 121 127

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In addition, the CRC Health Club has partnered with other Durham Region municipalities to offer Heart Wise Exercise which designates facilities, staff and programs where individuals can exercise regularly, to prevent or limit the effects of living with a chronic health condition.

Skating and SwimmingSeniors Skating options are offered at Iroquois Park Sports Centre throughout the week. Seniors Leisure Skating is offered two times per week and Seniors Shinny (Pick Up Hockey) is offered three times weekly. Seniors skating tickets cost $2.97 per skate compared to the regular adult price of $4.43. Shinny for those ages 55+ are sold at $4.51 compared to the adult rate of $6.46. In 2013, there were 2,269 tickets sold for Senior Skates and 9,765 tickets sold for Seniors Shinny.

Swimming for seniors is also offered at a discount at the Anne Ottenbrite Pool and the Whitby Civic Recreation Complex Pool. Seniors are charged $2.97 per swim compared to the regular adult price of $4.29. In 2013, there were 19,310 visits to public, lane and senior swims. Seniors Aquafit is also popular with 686 registrations in 2013. Swim lessons designed specifically for seniors are also offered with 47 registrations in 2013.

The Town also provides a subsidy access program to give assistance to those who cannot afford to participate in programs. Seniors use of this program is very low as pricing for programs is already discounted.

Outdoor Recreation

Parks and TrailsThe Town of Whitby maintains 125 parks available for use for a variety of recreational activities. It also has developed over 60 km of recreational trails for hiking and cycling. Kiwanis Heydenshore Park and Waterfront Trail is a favourite area for seniors since it is by the lakeshore, has good parking, washrooms and wide, paved trails. Whitby Seniors Services

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has three programs that take advantage of these spaces in the spring, summer and fall including cycling, walking and urban pole walking.

Fields and CourtsThe Town of Whitby offers a variety of fields and courts throughout the town including outdoor tennis courts, baseball/softball diamonds, soccer fields, basketball courts and recently, a bocce court was established at Cullen Central Park. The Town also has access to the Whitby Soccer Centre Dome through the Whitby Iroquois Soccer Club. WSS uses the tennis courts at Iroquois Park Sports Centre to run the Seniors Tennis League.

Port Whitby MarinaFor those who enjoy boating and sailing, Port Whitby Marina is a 420-slip award-winning marina operated by the Town with year round services and a first class clubhouse and lounge. Currently, there are no specific seniors boating programs offered at the marina.

Promotion of Programs

Activity Guide and NewsletterThe Town of Whitby Activity Guide is distributed twice annually promoting recreation programs for all ages, including seniors, for Spring/Summer and Fall/Winter seasons. The Seniors In Motion Newsletter, a specific publication for members of WSS, is published four times per year and contains information about upcoming events, programs and services.

WebsiteThe Town of Whitby website offers information on programs and services for seniors and includes forms, dates and current fees for service. The Town of Whitby seniors’ information can be accessed at www.whitby.ca/seniors.

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Recreation Partnerships

Abilities CentreIn 2012, Whitby Seniors Services and the Abilities Centre made a reciprocal agreement which gives Abilities Centre members access to the Anne Ottenbrite Pool. In exchange, Whitby Seniors Services members have access to the Abilities Centre walking track from 5:30 to 10:30 a.m., Monday to Friday.

Abilities Centre Walking Track Numbers

November 2013

December 2013

January 2014

February 2014

March 2014

Senior Walks 1,268 1,045 1,378 1,530 1,726

On average, about 69 WSS members walk the track each day. Other averages include:

• Average per month: 1,389 walks• Average per week: 347 walks• Average age range: 60–70 years

WSS is currently discussing other opportunities where WSS members can participate in specialized programs at the Abilities Centre, such as cooking and health and wellness, at a 25 percent discount.

Whitby Public LibraryWhitby Public Library, in partnership with WSS, hosts the Ideas Café program at BCCL where seniors get together and discuss current events in the news in a roundtable environment. Recently, WSS participated in a ‘How to In 10’ Roadshow where seniors taught dominoes, drumming and zentangle drawing in ten minutes to community members who attended.

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In addition, many events and programs are cross-promoted between locations.

Community ConnectionCommunity Connection is a non-profit organization that provides recreational and special interest programs at various schools throughout Whitby in conjunction with the Town of Whitby and Durham District School Board. The Community Connection Executive Committee is a Committee of Council which advises Town Council about the programs. These programs are offered when schools are not in use. While there are no senior specific programs, seniors are welcome to participate in adult programming.

Whitby Lawn Bowling ClubThe Town has a long term partnership agreement with the Whitby Lawn Bowling Club. The greens and clubhouse are owned by the Town but use of the area is granted to the Club which maintains and operates it for regular lawn bowling activities from May to September.

Durham Senior GamesDurham Senior Games is run by a volunteer committee and gives opportunities for people aged 55+ to compete with others throughout Durham Region through sports, cards and games. The games are held twice a year in the summer and winter. Winners have the opportunity to move on and compete representing their region in the Ontario 55+ bi-annual games. These games celebrate active living in an atmosphere of fun, fellowship and friendly competition. Whitby Seniors Services helps to promote the games, distribute brochures and offers space for events, when available. Heydenshore Pavilion is often used for duplicate bridge events.

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Community Care DurhamCommunity Care Durham is a multi-service, charitable organization that provides community supports across Durham Region, including Whitby. It is operated by a Board of Directors, staff and volunteers. WSS often works with Community Care Durham as a resource for their services which includes Meals on Wheels, Transportation to medical appointments, Friendly Visiting, Adult Day Program services, Caregiver Relief and other Home and Community Support Services.

Cost of Providing Seniors Programs and ServicesFive Year Seniors Budget Review 2010–2014

2010 2011 2012 20132014

(Budget)Seniors Net Operating Cost

$571,996 $692,912 $705,480 $720,757 $732,912

Membership # 3,067 3,261 3,344 3,842 4,000 (Forecast)

Operating Cost/Member

$186 $212 $210 $187 $183

Revenues and ExpensesRevenues from Seniors Services include membership and program fees, facility rentals, donations and sponsorships. The total projected revenue from Seniors Services for 2014 is $332,657. The revenue generated from memberships accounts for 19 percent of the overall revenue. The revenue generated from program fees accounts for 60 percent of the overall revenue and the balance is generated from grants, rentals, donations and sponsorships.

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Expenses include staffing, facility maintenance, administration and supplies. As demonstrated in the chart below, almost three quarters of the expenses are related to staffing. The Seniors Services operating budget accounts for less than one percent of the total annual Corporate Operating Budget.

*Expenses in this budget do not include the costs for the van service or senior’s windrow program or capital expenses. Van costs are included in the Seniors Committee of Council budget and Windrow program costs are included in the Public Works Operating Budget.

Donations and Sponsorship

Rentals

Membership and Program Revenue

Grants

Seniors Services Revenue 2014

5% 13%

79%

3%

Administration

Services and Supplies

Equipment Repair

Building

Salaries and Benefits6%

73%14%

6%1%

Seniors Services Expenses 2014

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GrantsGrants account for 13 percent of Seniors Services’ revenue. The biggest supporter of grants to the Seniors’ Centre is the Ontario Seniors’ Secretariat which funds up to $42,700 towards operating costs each year through the Elderly Persons Centre grant. In addition, there can sometimes be a Special Grant given for up to $15,000 for equipment and repairs. Generally, the special grant covers kitchen supplies, audio-visual equipment, office storage and furniture. To access these grants, the Centre has to apply annually, reporting membership information and financial data.

2010 2011 2012 2013EPC Grant $32,000 $42,700 $42,700 $42,700Special Grant $11,500 $8,300 0 $10,600New Horizons Grant* $11,055 $12,117

* Newcomers Support Program

In the past, WSS has also received grants for special items and programs through Shell’s Community Grant Program for equipment and New Horizons grant opportunities to enhance programs and services. Recently, a grant was submitted to support a new Seniors Resource Program through the Ontario Seniors’ Secretariat Community Grant Program.

SponsorshipWhitby Seniors Services encourages interaction with other organizations, institutions and programs which serve the senior community. It has developed a sponsoring partnership with a select few businesses which share a common constituency and have compatible goals and objectives. The relationship is for the mutual benefit of both organizations and the seniors’ community.

In 2013, approximately $10,000 was brought in through sponsorship of twenty seniors’ events and programs to enhance programs and help

“The Brooklin Community Centre and Library’s central location, excellent staff and variety of programs for all ages makes everyone’s visit most enjoyable.”

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offset costs. Sponsorship partners have included Johnson Insurance Inc., Amica Mature Lifestyles, Colonial Retirement Residence, The Court at Brooklin, The Court at Pringle Creek and The Village of Taunton Mills

In-kind donations and monetary gifts are also received from many local businesses, community members and agencies supporting seniors in the Whitby and Brooklin areas.

Seniors Strategy Community Engagement ProcessIn order to develop this Strategy, input from seniors—both members and non-members—was a vital component.

Research was conducted through:

• Seniors Committee of Council SWOT analysis• Senior Member Surveys• Non-Member Surveys• Boomer Specific Engagement• Public Information Centres and Focus Groups• Stakeholder Meetings including the Seniors Advisory Committee• Focus Group with Durham Immigration Portal Working Group

The following section focuses on the key findings from each of the community engagement tools.

Key Findings

Seniors Committee of Council SessionThe Seniors Committee of Council was consulted by participating in a SWOT analysis session looking at the strengths, weaknesses,

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opportunities and threats of senior recreation and leisure services in the Town of Whitby to provide direction for the development of the Seniors Recreation and Leisure Services Strategy.

SWOT Analysis

Strengths

The Seniors Committee of Council identified the Whitby Seniors’ Activity Centre as a strength as it is a facility dedicated to seniors and the hub of seniors’ services. They also identified the variety of programs, well-trained and caring staff, affordable activities and hours of operation as strengths.

Weaknesses

Space and time for programs was identified as an area of weakness. The discontinuation of the foot care program, dependency on volunteers as well as the need for more fitness and educational programming were identified as areas where improvements could be made.

Opportunities

Opportunities for the future included the expansion of the Whitby Seniors’ Activity Centre, the development of more partnerships with community groups and the provision of information for seniors about community health services and how to access them.

Threats

Lack of future space was identified as a threat. With the success of increasing membership, space for programming is at a premium. Continued funding was an additional concern. The level of current funding by local and provincial governments is crucial to maintaining seniors’ programs and services.

Appendix A provides a copy of the full Committee of Council SWOT analysis.

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Seniors Membership SurveyMembers of all ages of Whitby Seniors’ Activity Centre were encouraged to participate in a seniors’ survey. The survey questions related to outcomes identified as priorities. Nine hundred and twenty-eight survey responses were submitted representing a broad range of seniors from the seniors’ membership.

Member Survey Highlights

Participation• The majority of members participate in programs through Whitby

Seniors Services (WSS) two to four times per week through classes, drop-in programs and volunteering.

• Most members learned about WSS programs through the Town of Whitby Activity Guide, friends and family members. Many members also commented that they noticed the building on Brock Street and decided to drop in.

• The top reasons listed as to why members participate in WSS recreation and leisure programs are: to keep the mind active, to socialize with people, to keep a healthy lifestyle, to stay fit and to accomplish something worthwhile.

• Fitness, Dining Room/Lounge, Cards and Special Events were selected as the top leisure programs members participated in within the past year.

• Yoga, Zumba, Aqua Fit and the walking track at the Abilities Centre were the top fitness programs mentioned. Duplicate bridge, table-tennis, French and choir were the most mentioned drop-in recreation programs.

Programs• Over 87 percent of members were very satisfied or satisfied

with the location, quality and range of WSS programs. Members commented that they would like to see more yoga, history and intellectually stimulating classes.

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• Although 83 percent of members were very satisfied or satisfied with the timing of programs, many comments suggested that members would like to see more classes offered during the evenings and on weekends.

• 90 percent of members were very satisfied or satisfied with the price of WSS classes and 80 percent of members were very satisfied or satisfied with the price of Drop-In Programs and meals.

• 85 percent of survey respondents were very satisfied or satisfied with the price of the WSS membership fees. There were some comments made about the price of non-resident fees being high.

• When asked if they would be willing to pay higher fees for more specialized, higher skill level or personalized programs, 15 percent said yes, 35 percent said no and 50 percent were unsure. This leads to the idea that participation in these types of programs may depend on what is being offered.

• Fitness, health and wellness programs and computers were the programs members would like to see offered more of through WSS.

Services• Forty-five percent were very satisfied or satisfied with the van

service, only 6 percent were dissatisfied. Forty-nine percent were neither satisfied nor dissatisfied. There were comments noted that as the van ages, it is taken out of service more frequently, and not available to give rides to members taking programs at the centre.

• Eighty-seven percent of those who attend programs use their own vehicle to get them there. Eleven percent ride with a family or friend. Only 1 percent utilizes the WSS van service.

• Although many people were satisfied with the cost of trips, there were a number of comments made that expressed dissatisfaction with the pricing. Prices have risen over the years due to gas prices rising and the cost of bus service, however the trip committee does try to promote many affordable local trips or out of town trips priced close to one hundred dollars.

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Receiving Information• The newsletter, Town of Whitby Activity Guide and bulletin boards

were selected as the top three ways in which members receive information on WSS recreation and leisure programs. Email was mentioned in the comments as an effective communication tool for those that use it. Currently, about one-fourth of WSS members have signed up to receive email communication.

Space and Facilities• Over 90 percent of members were very satisfied or satisfied with

the accessibility of the facilities of WSS programs, the hours of operation, the location, maintenance of the facilities and parking.

• Members did mention that as membership grows, more space will be needed for programs. Ideas for expansion included using other Municipal facilities or spaces in Whitby, adding another location and expanding Whitby Seniors’ Activity Centre. Expanding current parking at both the WSAC location and BCCL was suggested.

• Also mentioned in regards to the Brooklin facility was the desire for a pool in Brooklin and an expanded lounge area for socializing and refreshments. Comments were made that the computer room would have more utilization if there could be blinds put on the windows to eliminate the glare of the sun to better see the screens.

Staff and Volunteers• Over 90 percent of members expressed that they were very

satisfied or satisfied with the approachability and availability of staff and also with their assistance in meeting seniors’ needs and knowledge about services.

• Over 85 percent of members were very satisfied or satisfied with the approachability of volunteers and their assistance in meeting needs and knowledge about services. There were comments made that members did not know the difference between who was a staff person and who was a volunteer.

• Volunteer involvement at WSAC and BCCL are an important part of WSS services. Sixteen percent of respondents said they volunteer with WSS. The majority for over three years, at least one time per week.

“Whitby Seniors’ Activity Centre helps me feel years younger!

I meet a lot of friends here.

It’s a great place to volunteer.”

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Cultural Needs• Most of the members surveyed were satisfied that WSS met

their cultural needs and embraced cultural diversity. Members suggested that they would like to see more recognition of cultural special celebrations, programs related to discussion of political/social issues, celebration of a variety of cultural talents/food and programs about history of world cultures and religions.

Appendix B provides a full listing of the Members Survey questions and results.

Seniors Non-Members SurveySeniors of all ages and who were not members of Whitby Seniors Services were also invited to submit responses to a survey. This resulted in 80 responses.

Non-Member Survey Highlights• When asked if they were aware of recreation and leisure programs

for seniors offered by the Town of Whitby, 85 percent of non-member respondents said yes. When asked if they knew about the Whitby Seniors’ Activity Centre at 801 Brock Street South, 89 percent indicated they did. Fifty-eight percent of respondents said they were aware of the types of programs and services WSS offered.

• When asked what image comes to mind when thinking of a seniors’ centre, responses varied from an active place where people are engaging in all types of activities, to playing cards, to a place where aging people sit in rocking chairs.

• When asked if they would be interested in joining a seniors’ centre now or in the future, 50 percent of respondents said yes, 45 percent said maybe and 5 percent said no. The majority indicated that if they were to join, it would be at age 65. Comments were made that some people felt they were too young to join a senior’s centre and would rather participate in a community centre setting.

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• When asked how often they engaged in recreation or leisure activities, the majority responded two to four times a week with most participating in physical activities such as walking, golf, exercise classes or gardening. Other activities included travelling, theatre and sports such as baseball, hockey and skiing.

• Barriers noted for not participating in recreation and leisure activities were family, work commitment and lack of time.

Appendix C provides a full listing of the Non-Member Survey questions and results.

Boomer Specific SurveyKnowing that the Boomer generation has a different mind-set towards services for seniors, an eBlast survey and informal discussions were put in place to find out their thoughts about seniors services. A total of 106 people aged 50-64 were consulted.

Survey Highlights• Eighty-one percent of those polled said they knew about recreation

and leisure services offered by the Town of Whitby. Ninety percent said they were aware of the Whitby Seniors’ Activity Centre at 801 Brock Street South. Eighty percent said they were aware of the programs Whitby Seniors Services had to offer.

• When asked what image comes to mind when thinking about a seniors’ centre, the responses varied. Many mentioned it as a place to lawn bowl, play bridge and bingo and socialize. Others stated that it was a place where 65 year olds go to gather with friends and have fun.

• When asked if they would join now or in the future, 83 percent of respondents said yes. Many stated that they would join at age 65 for participation in programs. However, they would join at an earlier age than 65, to access discounted fitness programs, the walking track at the Abilities Centre and the discounted rate for those age 60+ at the Whitby Civic Recreation Centre Health Club.

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• When asked if there were any barriers that prevent those surveyed from participating in recreation and leisure activities, lack of time, work and family commitment were the top three that were indicated. Suggestions were made for more programs to be offered at night and on weekends and that these programs need to advertise clearly that they are programs for those 55+, not just for ‘seniors.’

• When asked if Whitby Seniors Services should look at marketing their programs for those 55+, compared to those for older adults or seniors, overwhelmingly, the response was that advertising programs should focus on the terminology 55+, rather than using the words seniors or older adults. This is further evidence that Boomers do not want to be identified as seniors, however, do want to partake in programs that offer a discount for their age.

Public Information Centres (PICs) and Focus GroupsSeniors and the public at large were also consulted through Public Information Centres and focus groups. These were sessions where the public was asked specific questions and invited to fill out the surveys. A focus group was held on July 24, 2013, at WSAC; a PIC was held on October 2, 2013, at the Whitby Municipal Building; and a focus group was held at the Brooklin Community Centre and Library on October 29, 2013.

Feedback Highlights• Transportation was mentioned as a potential issue for isolated

seniors to be able to access Town programs and services. Suggestions were made to consider expanding current transportation services or partnering with services with Durham Region.

• The Seniors Windrow Snow Removal program was also mentioned as limited in the support it offers for seniors who want to remain in their own homes.

• Comments were made discussing the need for more electronic communication rather than printed communication especially for younger seniors connected to the digital age.

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• Space concerns were discussed. As the population of seniors grows, there will be a need for more programming and facility space to provide it. Something centralized between the Brock Street South location and Brooklin was suggested as well as suggestions made for expansion of the Whitby Seniors’ Activity Centre.

• As traffic gets heavier, the need for more accessible crosswalks was mentioned so people have enough time to safely cross the street. Currently the Town spends $250,000 per year to address accessibility issues within its facilities.

• A participant suggested finding another word other than senior to describe current WSS programming as she felt those between 55 and 65 do not feel that the term senior describes them.

• Brooklin session highlights included Kozy Korner café, drop-in programs, caring staff and an intergenerational facility as strengths. Opportunities for improvement included more variety in the café’s food selection, more lounge space, increase in hours of operation, more options for transportation, and expanded parking.

Appendix D provides the full report of these consultations.

Stakeholder MeetingA Stakeholder Meeting was held on October 23, 2013, with seven community partners to discuss initiatives the Town should consider to ensure Whitby remains an Age Friendly community. These partners included Durham Regional Police, Royal Canadian Legion, Community Care Durham, Ontario Shores Centre for Mental Health Sciences, Whitby Public Library, Durham Region Senior Games and Durham Region Health Department.

Session Highlights• Participants mentioned there are concerns about how seniors

navigate the health care and community services system. When it comes to services for seniors, there is a feeling that everyone

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works in isolation. It was recommended that there needs to be more communication about what services are offered for seniors in the community.

• Other comments mentioned that there should be strategies considered to help seniors who are isolated. For instance, there may be some seniors who are not participating in programs or accessing services due to lack of transportation or health issues.

• Suggestions were made to update the look of the front desk at WSAC and to examine using different terms other than the word ‘seniors’ to be more attractive to the Baby Boomer generation.

Focus Group—Durham Immigration Portal Working GroupOn September 3, 2013, WSS held a focus group with members of the Durham Immigration Portal Working Group. Members of this group include community organizations and agencies who are interested in creating a culture of inclusion and providing information to newcomers about services in Durham Region. These groups were asked a series of questions pertaining to the identification of strengths and barriers for the senior immigrant population in regards to recreation and leisure programming.

Feedback Highlights• Participants stated that they observed that new immigrants tend to

stay within their own ethnic groups, rather than branch out into the wider community.

• There were comments made that the expectations within existing recreation and leisure programs tend to address mainly Anglo-Saxon traditions.

• Language, transportation and family commitments (such as looking after grandchildren) were identified as barriers to participation in recreation and leisure services for older immigrants.

• The following suggestions were made as to what can be done to assist immigrants to participate in recreation and leisure services:

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o Start an English-language conversation circle as a platform for senior immigrants to practice English.

o Expand the type of cafeteria food offered to include vegetarian, vegan or gluten-free.

o Hold a multicultural event that involves food, fashions and performances from a variety of countries where immigrants in the community are from.

o Offer diverse cooking classes.o Offer trips to cultural events.o Offer classes on world religions.

Recommended ActionsAfter analysis of the engagement tools, five broad themes have emerged encompassing a variety of recommended actions to be implemented over the next five years through the Seniors Recreation and Leisure Services Strategy.

• Communication and Marketing• Seniors Program Enhancements• Facilities• Community Partnerships• Services

1. Communication and Marketing

1.1 ObjectiveTo ensure there are a variety of communication strategies used to promote seniors’ programs, meeting the needs of Whitby Seniors aged 55+.

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1.2 Strategies1.2.1 Enhance the use of on-line promotion and registration through computer education opportunities.

Over seventy percent of members surveyed indicated that they receive information on recreation and leisure services from the Town of Whitby Activity Guide and the Seniors In Motion newsletter. This information is disseminated in paper form and electronic format for those who want it.

Use of on-line promotion and registration is increasing. Those seniors who do not have the knowledge to use on-line services or have access to a computer will be offered support in using the Town’s on-line registration tool, SmartLink, and access to computer stations. As well, the WSS website page will be reviewed and links will be created to help seniors access important resources within the community.

1.2.2 Develop email communication tools to promote programs and services as well as create potential social media opportunities through social media sites.

Currently twenty-five percent of Whitby Seniors Services members receive their membership newsletter via email. Seventeen percent of those surveyed indicated that they receive information about seniors’ programs online and, as more Baby Boomers enter the market, this will only increase. The Town has recently trained staff and implemented email communication software to help reach this goal. As social media is embraced by the Town of Whitby, opportunities to use social media as a marketing tool will be explored.

1.2.3 Develop a marketing campaign that reflects the many diverse groups of seniors participating in programs.

Members surveyed indicated that they came from a variety of ages and cultural backgrounds and participated in all kinds of activities, from playing cards, to singing, to discussing history and participating in aerobic fitness.

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Comments from the Non-Members survey indicated that some people choose not to participate in seniors’ programs because they believe these programs are only suited for ‘old people’ who are sedentary and who need care. Targeted marketing will show the true image of WSS programs and services which meet many interests of members and which take into account the varying needs of all generations of seniors, their activity levels and cultural backgrounds. As well, the benefits of membership will be promoted.

1.2.4 Review the current New Members Reception program.

A New Members Reception is organized several times per year by staff and the Committee of Council to welcome and inform new members about the programs and services of WSS. Feedback regarding the New Members Reception stated that this program may need some improvement. This warrants a review of its purpose and identification of new supporting resources, such as a video and the implementation of a yearly Open House to welcome new seniors and orient them to the centre. For many new members, participation at the centre is dependent on having the knowledge and comfort level to join in.

1.2.5. Develop a strategy that allows members to differentiate staff from volunteers.

When asked about approaching staff and volunteers, survey responders mentioned that it was difficult for them to differentiate a staff person from a volunteer. Consideration will be given for volunteers to wear name tags which will help members identify who they are and what program or service they assist with.

1.2.6 Investigate possible name enhancements for Whitby Seniors Services and Whitby Seniors’ Activity Centre to ensure marketing of programs appeals to all adults 55 years and over.

Comments from the Non-Members Survey, Boomer Specific Survey and current research indicates that many adults from the Boomer generation

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do not see themselves as ‘seniors’ which deters them from participating in programming advertised for that market. Marketing through name branding and tag lines in order to attract all older adult age groups will be considered. In addition, some people assume the Seniors’ Centre is a seniors’ residence instead of an active recreation facility with programs and classes that offer interesting, low-key activities to more active social and physical pursuits. Name revisions for the Centre and marketing will be investigated.

2. Seniors Program Enhancements

2.1 ObjectiveTo ensure that programs and services offered by WSS remain accessible and engaging for the seniors of the community.

2.2 Strategies2.2.1 Implement regular review of instructional classes by members.

The survey responses provided a lot of suggestions for new programs, timing of programs, program facility requirements and customer service enhancements. Currently, programs are evaluated informally through discussions with seniors, volunteers, instructors and staff. Some programs are formally evaluated on occasion. The establishment of regular reviews through formal evaluations will increase awareness and ability to meet seniors’ needs and improve or enhance programs.

2.2.2 Enhance diversity education opportunities and partnerships.

As the population becomes more culturally diverse, it is important for WSS to reach out to new immigrant seniors. Support of the recently established Newcomers Group will continue and new partnerships and programs that celebrate Whitby’s diverse population will be explored. Sharing of information with the Ethno-cultural and Diversity Advisory

“The Whitby Seniors’ Activity Centre is a very important part of my life.

I am thankful for being able to take advantage of the programs offered.”

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Committee of Council will be explored as well as partnerships to promote cultural education opportunities, English as a Second Language classes and celebration of cultural events.

2.2.3 Review membership costs, course fees and drop-in fees as part of the Town’s Fee Study in 2015.

Ninety percent of members responded that they were very satisfied or satisfied with the price of classes, drop-in programs and meals. Although eighty-five percent of survey respondents were very satisfied or satisfied with the price of the WSS membership fee, there were some comments made about the price of membership fees as compared to other centres in Durham Region–especially the non-resident rates. Both Ajax and Pickering clubs are resident-only clubs, whereas both Clarington and Oshawa have the same rates regardless of residency. The Town of Whitby feels strongly that Whitby tax-payers should pay different membership rates over non-residents.

When reviewing fees for programs, it is important to note that user fees allow for some of the recovery of costs associated with the delivery of the program. These fees are needed to reduce the current level of subsidy by the general taxpayer, keeping in mind that affordability of programs affects participation rates.

Membership fees for residents and non-residents will be reviewed as well as program and drop-in fees, as part of the Town’s 2015 fees study.

2.2.4 Analyze the benefits of the trips program.

Comments in the Members Survey noted that they could not partake in the trips program due to price and that in previous years, trips were organized by staff at the centre and were more affordable. However, these trips consumed a lot of staff time and it was noted that a travel company could offer the trips as well as the expertise required for travelling opportunities.

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In addition, WSS Summer Students do offer local outings as part of their summer programming as another option. Prices of trips have increased due to rising gas and transportation costs. The more popular trips are ones around the $100 mark that provide entertainment and a meal or which showcase a popular band or musical. This program will be reviewed to ensure current pricing is competitive.

2.2.5 Continue to pursue government and private sector grant opportunities to support program and services development.

There have been a number of grants secured in the past that have resulted in new programs and equipment. The most recent program being the establishment of the Newcomers Group. The Elderly Persons Special Grant is an important contribution to the Centre’s operating costs and for equipment and repairs. Additional sources of funding such as these are important in helping to meet the needs of seniors in the community, support current services and offset costs to the Town.

2.2.6 Continue to look at mutually beneficial sponsorship opportunities.

Current sponsorships of special events help offset costs and are mutually beneficial for both WSS and the sponsor. The current program will be examined as well as the pros and cons of possible advertising revenue within the newsletter.

2.2.7 Continue to create opportunities for courses that teach recreational Drop-In Program game rules and skills such as Euchre and Bridge.

Comments from the surveys mentioned that respondents would participate more if they knew how to play some of the drop-in leisure games such as euchre or bridge. Offering these courses helps members learn the basics and expands participation in Drop-In Programs which is important for socialization, activity and cognitive health.

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2.2.8 Review options for evening and weekend program expansion to meet the needs of seniors who have work and/or family commitments and cannot attend daytime programming.

Both members and non-members made comments in the surveys asking for more opportunities for evening and weekend programs.

Currently, Whitby Seniors Services offers an average of seventeen evening courses and six weekend courses every fall, winter and spring session compared to approximately one hundred and forty classes and workshops offered each session during the day. As well, there are eighteen drop-in leisure programs offered at night on a regular basis.

Drop-In Programs Offered at Night and on Weekends

Mon. Tues. Wed. Thurs. Fri. Sat. Sun.Band Practice

Texas Hold’em

Snooker Bid Eu-chre

Table Tennis

Snooker

Snooker Rikken

Court Whist

Crib-bage

Stamp Col-lectors (BCCL)

Euchre

Darts

Snooker Euchre

Darts

Social Bridge

Snooker Snooker Dupli-cate Bridge

Bingo Euchre (Alter-nate Fridays BCCL)

Snooker

Shuffle-board

More advertising of the evening and weekend programs will be implemented. Increasing the number of evening and weekend programs will be explored with consideration given to potential staffing and facility requirements and budget implications.

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2.2.9 Increase offerings for courses in high demand such as yoga, fitness, health seminars, education seminars and courses in technology.

Feedback from the survey and analysis of wait lists shows that fitness and yoga programs, health and education seminars are popular. Seniors’ programmers recognize the need to increase offerings in these areas as space allows.

2.2.10 Examine the feasibility and financial implications of offering space for designated health and wellness programs that benefit the seniors’ community.

Non-profit organizations are able to offer services that would be of interest to members. Rental rates need to be examined further to make these partnerships feasible. Community Care Durham’s Foot Care Program is greatly missed by members who valued the convenience of having their foot care service at the Seniors’ Centre. Other examples may include programs in partnership with the Canadian Mental Health Association and Durham Diabetes Network.

2.2.11 Review Town of Whitby seniors’ fitness programming and ensure programs are best designed for people who are aging.

As people age, their body changes and many seniors have specific fitness needs in order to stay fit and functional. Guidelines will be created to ensure all Town of Whitby seniors’ recreation programs are best developed to meet seniors’ fitness needs.

As well, the Heart Wise Program will be expanded. This program ensures fitness classes meet criteria which is safe and effective for those with chronic health conditions and for those who want to prevent them.

2.2.12 Work with the Whitby Public Library to offer educational opportunities for seniors.

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WSS is working with the Whitby Public Library to hold technology drop-in sessions on a regular basis. Senior members can try out or bring in their electronic devices (smart phones, tablets, laptops, e-readers, etc.) and have trained people to help them navigate and learn about their technology. This was sampled in winter 2014 with volunteers and did receive interest from seniors. Further educational workshops and program promotion with the library will be explored.

2.2.13 Continue to offer intergenerational programs and seek out new opportunities.

Older adults have many skills and experiences that can be shared with younger generations. Opportunities that promote intergenerational experiences are valuable. Enhanced partnerships with local schools and the Whitby Youth Council will be explored.

2.2.14 Continue to work through the Town Accessibility Plan to ensure that programs, services and facilities meet accessibility best practices.

The Town of Whitby has taken measures to identify, remove and prevent barriers to persons with disabilities who use the facilities and services of the Town. Whitby Seniors Services will ensure it provides input to the Town’s Accessibility Committees through input from seniors and staff feedback.

2.2.15 Develop a Code of Conduct for all members of Whitby Seniors Services.

As program numbers increase, it is important that there is an established behavioural code of conduct to guide groups, assist volunteers, staff and members and ensure all participants feel welcome, safe and comfortable. A welcoming, friendly environment is crucial as new seniors participate in programs–especially to those who regard the Seniors’ Centre and programs as an important part of their social network.

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3. Facilities

3.1 ObjectivePlan for facilities that will address the recreation and leisure needs of seniors now and in the future.

3.2 Strategies3.2.1 Develop a plan for updating the Whitby Seniors’ Activity Centre.

Whitby Seniors’ Activity Centre is the hub of Whitby’s services for seniors. The building is a dedicated seniors’ centre with upper and lower programming rooms, lounge area, volunteer room, a library, cafeteria, outdoor patio, reception desk and offices for staffing. It consists of 11,400 square feet of space and has 75 parking spaces, seven of which are accessible. Since it is almost forty years old, budgeting for structural wear and replacement of mechanical systems is required.

Members of the Seniors Committee of Council and survey responses identified the need for WSS to consider future updating of Whitby Seniors’ Activity Centre to address overall facility requirements and meet the needs of growing programming. This may include renovations or expansion.

Currently there are over 100 classes, drop-in programs, seminars and events held weekly at WSAC with little room for growth during day time and evening hours.

3.2.2 Investigate sports facilities options for seniors play such as a centrally located gymnasium, re-use of tennis courts for pickleball and a warm water pool.

There is a growing trend in recreation to offer more active programs for those who are aging.

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Although WSS offers many fitness classes, the Whitby Seniors’ Activity Centre does not have a gymnasium to host more active fitness programs that are highly in demand such as aerobic classes, pickleball, badminton and table tennis. Instead these programs are held in activity rooms which have limited capabilities. Currently, there are wait lists for several fitness classes due to space and the number of participants wanting to play table tennis has outgrown the space provided.

Both pickleball and badminton classes are held at the Town’s Heydenshore Pavilion facility which is a banquet hall and not a recreation complex. Floors have to be taped and untaped to define courts before and after these racquetball classes. Pickleball is also offered at the Brooklin Community Centre and Library gymnasium with over 22 hours per week currently dedicated for senior’s recreational use. In addition, there is some interest in senior’s basketball and volleyball classes, should gymnasium space be secured.

Outdoor pickleball is also in demand across Durham Region, with a number of tennis courts being modified to accommodate the sport. The Town of Whitby could consider conversion or modification of tennis courts to meet this demand.

The Town of Whitby has two pools–one located centrally at the Whitby Civic Recreation Complex and one located in South Whitby at the Iroquois Park Sports Centre. These pools are well utilized. With the recent addition of the Brooklin Community Centre and Library, residents, including seniors have provided feedback that a warm water pool would be well-utilized in North Whitby. Pool exercise is recommended as an excellent low-impact activity for seniors and warm water exercise has been known to reduce pain and stiffness associated with arthritis. [See Reference 17, page 135]

Whitby seniors have been involved in providing feedback for the Town’s Sports Facility Strategy which is assessing current and future needs for sports facilities in Whitby over the next 20 years.

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3.2.3 Investigate additional space options for seniors’ programs within the Town of Whitby.

The Seniors Committee of Council and members indicated that additional space is a priority to keep up with the demands of programming for seniors. As the population ages, demand for physical, social, health and educational programs will increase. Options for future programming space will be explored including examining existing Town of Whitby buildings for program space such as Iroquois Park Sports Centre, McKinney Centre and Port Whitby Marina.

In addition partnerships with local school boards, retirement homes, places of worship and seniors buildings in the community will be explored. Older seniors who would prefer to age in their homes will want recreation opportunities close by for easier access.

3.2.4 Investigate the possibility of expanded seniors’ lounge space at the Brooklin Community Centre and Library.

Currently, there are seating areas within the Brooklin Community Centre and Library; however, members have commented that more seating or a dedicated lounge space would be beneficial. Although there is benefit to the development of multi-use facilities for recreation for all ages, seniors still enjoy having a space where they can congregate and socialize before and after their program with refreshments.

4. Community Partnerships

4.1 ObjectiveTo review current services and programs and create new opportunities for Whitby seniors through partnerships with community service providers and organizations.

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4.2 Strategies4.2.1 Partner with agencies and community service providers to inform seniors about programs and services in Whitby/Durham Region.

Feedback from seniors indicated that they would like the Seniors’ Centre to be an Information Hub for community services for seniors, in addition to recreation and leisure. By formalizing a Seniors’ Resource Network and gathering community information to be distributed and organized at the centre and on the Town of Whitby website, Whitby Seniors Services will enhance its ability to serve as a resource link for seniors in the Whitby community.

4.2.2 Continue to participate in the Durham Elder Abuse Network and seek educational opportunities for members regarding elder abuse.

Abuse of seniors is an important issue facing seniors and families today. Elder abuse defined, is a ‘single or repeated act, or lack of appropriate action, occurring within a relationship where there is an expectation of trust, which causes harm or distress to an older person.’ [See Reference 18, page 135] It can take many forms including physical, sexual, financial, emotional and through neglect.

In consultation with seniors, it is an issue many members are concerned about. Through education and advocacy opportunities, WSS can help empower seniors with the knowledge, tools and resources to protect themselves and their friends.

4.2.3 Investigate resources and support for widows and widowers in the Whitby community.

Loneliness is another key concern for some seniors, especially for those who have lost a partner. After the loss of a loved one, it is important to access social networks and community programs such as those at the seniors’ centre.

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The Seniors Advisory Committee is currently examining resources in the community that help widows and widowers. The committee is looking at a potential partnership to provide widows and widowers with support.

4.2.4 Continue to communicate and partner with other seniors’ centres in Durham Region and with the Older Adult Centres’ Association of Ontario

Staff and leadership volunteers regularly participate in the education, advocacy, information and grant opportunities that the Older Adults’ Association of Ontario (OACAO) provides. The organization has completed important research about seniors and senior centres. Most recently, the OACAO received funding to explore the needs of Baby Boomers. This type of research will be shared amongst its’ members. It is important to Whitby Seniors Services to maintain involvement in this organization.

In addition, WSS will work with other seniors services organizations within Durham Region to share knowledge, opportunities and best practices.

4.2.5 Expand the mandate of the Seniors Advisory Committee to advocate for Age Friendly best practices.

During consultation there was some feedback given regarding lengthening walk signals at traffic lights in order to provide safer walkways within the Town of Whitby. In addition, comments were made about the benefit of looping walking trails within Town parks and the need for better public transportation.

Expanding the mandate of the Seniors Advisory Committee to look at Age Friendly best practices within Whitby on behalf of seniors will ensure that feedback is received and recommendations made. Recommendations would then be given to the appropriate Town of Whitby Department and/or the Region of Durham. Those aspects of Age Friendly Communities that are outside of the scope the seniors recreation and leisure mandate will be addressed by the Seniors Advisory Committee who will serve as the

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voice of seniors, along with the Seniors Committee of Council. Feedback will then be given to the other Town departments and agencies that make decisions regarding those services and amenities in the community.

4.2.6 Partner with the Whitby Chamber of Commerce to create an annual business award for businesses that are Age Friendly.

As part of the Age Friendly Community movement, the development of a business award that recognizes businesses that instill Age Friendly best practices would bring awareness to the business sector about the importance of being accessible and adaptable for older adults. As well, the possibility of accessing further membership benefits for seniors from businesses in Whitby will be investigated.

5. Services

5.1 ObjectiveTo ensure that services provided by the Town of Whitby are meeting the needs of seniors while maintaining fiscal responsibility.

5.2 Strategies5.2.1 Analyze the benefits and costs of the current van service and investigate transportation options to assist seniors in accessing programs.

Although those surveyed indicated they were mostly satisfied with the van service provided, there were several comments that questioned the reliability of the van. About 1.5 percent of members currently use the van to access the Centre. As operational costs rise in maintaining the van, an analysis is needed. Currently the van relies on a dedicated team of volunteer drivers. A review of the transportation service and future volunteer trends will be conducted.

“Whitby Seniors Services is a very welcoming community.

It allows me to be more active and social.

I come here to meet friends and learn.”

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5.2.2 Conduct a meal services evaluation to analyze the satisfaction of cafeteria operations at the Whitby Seniors’ Activity Centre.

According to the Members’ Survey results, cafeteria services are currently meeting the needs of seniors at the centre. A review will be completed before the meal services provider contract expires in 2016. Regular evaluation will ensure the needs of seniors continue to be met.

5.2.3 Analyze the activities of the volunteer run Kozy Korner fundraising café.

According to members, the café at Brooklin is well utilized at certain times during the week when specific programs are running. An analysis of the activities of the volunteers and the offerings of the café will be done to ensure it is operating effectively.

5.2.4 Improve customer service to seniors at the front desks of facilities.

Comments in the members’ survey noted that service could be improved if staff and volunteers at the front desk of all Town facilities had more information on WSS programs. Methods to assist staff and volunteers with knowledge of programs will be examined including a training tool kit for staff when working with older adults.

5.2.5 Develop an awareness campaign that encourages neighbourhood residents to assist older adults in snow and leaf removal.

Snow removal and yard cleaning can be very difficult for people over age 65 to maintain. The costs and participants of the Town of Whitby’s windrow clearing program are rising. In addition, feedback given indicates that many seniors would like more service than the Town can provide. By encouraging neighbours to help seniors with snow and leaf removal and through promotion by the Town and community partners, more neighbourhoods can provide the tools to allow seniors to age in place. The ‘Snow Angels’ programs put in place by the City of Calgary and the

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City of Hamilton has proven that such campaigns can be successful. These types of programs will be pursued and promoted within the Whitby community.

5.2.6 Commit to Whitby’s diverse older adult population by considering membership in the World Health Organization’s Global Network of Age Friendly Cities.

Examining and adopting WHO’s international standards of excellence will show the Town of Whitby’s commitment to its senior population and ensure the Town of Whitby continues to address the Age Friendly needs of seniors. Joining the Network includes submitting a letter from the Mayor to WHO indicating the Town’s commitment and the completion of four stages:

1. Assessing the community for Age Friendly standards2. Implementing an Age Friendly action plan endorsed by WHO3. Monitoring the progress of the plan and4. Continual Progress every five years.

More information on this process is given in Appendix E.

Budget ImplicationsFor each strategy, a time frame for implementation and potential budget impact has been identified. With every recommendation a time frame and cost is assigned. These will be further laid out in Appendix F: Measurable Accomplishments by Year and Budget Implications.

Implementation of the recommended actions will be laid out as follows:

Short Term• Recommended actions will not require resources beyond those

included in the 2014 and 2015 approved operating budgets. Many

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of these recommended actions will have none or little impact on current budgets, with the exception of allocation of staff time.

Mid-Term• Recommended actions will be considered as part of the 2016 and

2017 approved operating budgets. Many of these recommended actions will have minimal impact on current budgets, with the exception of allocation of staff time. Budget implications will be better understood as the strategies are realized.

Long Term• Recommended actions that impact services in 2018 and on will be

considered as part of the future year budget processes. Many of the budget implications related to future programming and facilities will be better understood after the completion of the recommended analysis and review. Budget impacts will be identified in future operating or capital budgets for Council’s consideration.

ConclusionThe Town of Whitby is committed to being the Community of Choice for seniors. Whitby Seniors Services currently provides exceptional recreation and leisure services to seniors. The implementation of this Strategy will ensure that the Town of Whitby continues to be pro-active in addressing the needs of seniors by providing valuable and beneficial recreation and leisure opportunities. Research has shown that senior centres and opportunities for seniors to be active socially and physically, contribute to health and longevity. [See Reference 19, page 135]

Seniors have played a significant role in providing feedback and information relating to their needs. This has been taken into consideration in the development of this Strategy. The adoption of this Seniors Recreation and Leisure Services Strategy reinforces this commitment and ensures that seniors and staff working with them have direction and focus moving forward.

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Seniors have provided ample feedback to the process and staff recognizes that there are factors that contribute to the need for continuous review of any plan. These include, but are not limited to:

• budget availability• new legislation and other local requirements• changing service standards• willingness of partners• public input• emerging trends• socio-demographic changes• grant opportunities

Staff will review and evaluate measurable accomplishments with updates, as required, and, based on the ongoing feedback from seniors, there may need to be a re-evaluation of the strategies as presented.

AcknowledgementsThank you to the Whitby Seniors Services Committee of Council, the Whitby Seniors Advisory Committee, the Town of Whitby Seniors Section staff, Community Partners and Corporate Communications for their role in the development of this Recreation and Leisure Services Strategy.

AppendicesAccessible FormatsThe Town strives to provide information in a format accessible to all people. If you would like a copy of any of the following Appendices in a larger format, please call 905.668.1424 or email seniors@whitby.ca.

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Appendix A: Whitby Seniors Services Committee of Council SWOT ExerciseStrengths

• Facility dedicated to seniors• Variety of programs• Excellent, well trained, caring staff, with good diversity of experiences and ages• Experience, hours of operation, diverse programming and affordable activities

Weaknesses• Space and time available• Loss of Community Care Footcare Program• Volunteer dependent• Not enough fitness and need more educational programming

Opportunities• Centre expansion• Partnerships with other groups (churches, seniors organizations)• Provide more support/information on community and health services and how to

access them

Threats• Level of funding• Lack of space/future space• Change to leadership and elected officials• Success of increasing membership

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Appendix B: Whitby Seniors Services Member SurveyMember Survey Questions

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Member Survey Final ResultsPage 1 of 9

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Appendix C: Whitby Seniors Services Non-Member SurveyNon-Member Survey Questions

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Non-Member Survey Final Results

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Appendix D: Town of Whitby Public Information Centre and Focus Groups OutcomesMembership Focus Group, July 24, 2013

Strengths• Friendship. Socializing, Companionship• Customer Service of maintenance staff• Volunteers, physical activity, ease of access to building, expertise of instructors

and leaders, getting out information

Weaknesses• Increasing # courses offered and increasing diversity of classes offered• Registration process/parking WSAC/ lack of ergonomic seating/programs for

specialized groups (i.e. hearing impaired)/input from user groups when planning facilities

• Staff name tags/lack of evening programs/advertising programs and services outside of centre/loss of Community care Foot Care Program/need more educational programs

Opportunities• Stay mentally active• Stay physically active• Socialize

Threats• Facility too small/location of any future facilities• Availability of qualified teachers/instructors• Lack of shuttle bus• Balancing and continued age appropriate programs

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Public Information Centre, October 2, 2013

Public Comments• Transportation is an issue for isolated seniors, and transportation services

need to be expanded• The current seniors’ transportation service allows members access to

programs and to be picked up at their home. The issue could also be bumped up to Durham Region Transit to address isolated seniors.

• Participant indicated that they are currently a member and enjoy the services provided. Is there pressure or thoughts on expanding the current transportation van service?• Transportation will be assessed moving forward, especially with multiple

sites and having to transport members to those sites.• Participant indicated that snow removal is an issue for many elderly seniors

in the community. The Town only plows the windrow and leaves the driveway and walk way, trapping seniors inside their homes.

• What is the current percentage of seniors in the Whitby population?• Seniors 55+ currently make up 22% of Whitby’s Population.

• Seniors services are currently limited. Programs are full and do not have enough capacity to accommodate everyone.

• The hours that seniors members are allowed to access the Abilities Centre track are inconvenient, and during times where transportation is not available.• Since the agreement with the Abilities Centre began there have been

14,000 visits for far.• There is a need for more reasonably priced seniors swimming programs.

Seniors do not get a discount on non-senior specified programming. Seniors need access to basic swimming and walking programs.

• Younger seniors who are still working need a better variety of evening programming.

• Younger baby boomers prefer to have access to information electronically to stay in touch with centre and community events rather than printed communication.• The Town is currently working on a Corporate Communications Strategy

to address how we communicate and interact through social media with residents.

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• What is the percentage of seniors who live in Brooklin within the 22% of the general senior population in Whitby• Information can be acquired through Stats Canada. It can be assumed

that the percentage would be lower than Whitby, yet the seniors’ programs at the Brooklin Community Centre and Library are well used.

• There are programs offered in Brooklin that are not also offered at the Whitby site.• Staff will look into programming differences between sites.

• Facilities are too spread out, and there is a need for a more centralized location dedicated to seniors’ programming.• Space requirements and locations will be looked at during the strategy.• Looking at area demographics spaces can also be used and programmed

across multiple age groups.• Without a central location people who cannot travel north or south for

programs are at a disadvantage. The library is also an issue, as the two largest branches are north and south with only a small location centralized in Whitby.

• What percentage of the current Seniors budget is used for staff salaries?• A detailed breakdown of the Seniors budget is available for public viewing.

• There are too many waitlisted programs currently, and many programs are completely full.• A recommendation is being brought to Council to have combined sessions

in the activity guide allowing staff to address increased demand for certain programs across a longer time period.

• An American born participant indicated that the programs and services being offered in Whitby and Canada far exceed what the US offers to its citizens

• On occasion the participant has witnessed seniors having to speed up to cross in the crosswalk, and running out of time. Children have crossing guards, but there are no such services for seniors. Timings at busy intersections need to be adjusted.• Currently $250,000 is spent each year to address accessibility issues.

Changes include sidewalks, roads, crosswalk signals, and audible sounds for crosswalks.

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• The term Senior also holds a negative connotation, some people perceive seniors not as equals. The participant also felt that programs need to be put into place for youth and younger people to provide assistance to seniors• Older adults is an option that some municipalities has used to address the

negative around the word “Senior”• Participant asked that the Whitby Civic Recreation Complex consider lowering

the age for the seniors’ fitness membership from age 60 to age 55 to fit with the seniors services age parameters.

• The hours allotted to Seniors’ Centre members at the abilities centre track are well used, but an increase in the hours would be appreciated.

• Seniors with hip replacements need more hours at the abilities centre walking track to avoid walking outside where the elements are not ideal.• We are currently meeting with the Abilities Centre to discuss the walking

track program and other programs within the Abilities Centre that Seniors’ Centre Members could have access to.

• The Abilities Centre should offer reduced membership rates for seniors.• The Abilities Centre is regulated by a private board and they set their own

pricing.• The liberal government was to offer seniors free physiotherapy fitness

programming, but Whitby does not offer this program only Oshawa does. The Oshawa Seniors’ Centre indicated that Whitby did not apply for the program.• Funding for this program was given through the Central East Local Health

Integration Network. The Central East LHIN chose the Oshawa Seniors’ Centre as a representative for the program. The Central East LHIN’s local representatives decide where to offer the programs. In Whitby the program is offered at the Glen Hill Seniors Complex.

• The LHIN chose to offer the free programming in existing seniors’ spaces where staff does not need special training to offer the program.

• Participant indicated that Whitby Seniors Services needs to continue offering the quality programming that they currently do, but making sure to expand with the senior population.

• Councillor Mitchell asked how many other public consultation or focus groups had been held on the Seniors Strategy.• Two sessions were offered in Whitby and Brooklin, but the Brooklin

meeting only had one attendee.

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• Participant indicated that many people use the back door at the Brooklin Community Centre and would not see any information posted• Another focus group session will be arranged in Brooklin

• When will we hear back on the results of the Strategy?• We are aiming for the first quarter of 2014.

• When is the budget?• The budget is underway, and any changed being made as a result of the

Strategy findings would be added to the 2015 budget

Next Steps • Collect and evaluate community and stakeholder input• Recommend policy recommendations to Council regarding Seniors

Recreation and Leisure Strategy • A Seniors Strategy Focus group will be scheduled in Brooklin

Brooklin Focus Group, October 29, 2013

Strengths• “Standalone” facility & Intergenerational facility• Drop-In Programs (cards, etc.)• Programs – variety• Knowledgeable, caring staff & volunteers• Meal program & Kozy Korner• Cost• Accessibility (location)• Town of Whitby support (council & community)

Weaknesses• Brooklin – Seating available to meet outside of program / drop-in and

socialize• Hours of operation in both sites (need to be increased 7 weekends)• If open on weekends, no access to food• Food choices in Kozy Korner

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• Lack of newspaper publicity prior to & following events (marketing & promotion)

• Space issues for # of Seniors, # of programs / services• Parking

Opportunities • Kozy Korner “pod” coffee machine (individual specialty) – Keep pots for large

groups• Kozy Korner sandwich option• Advertise in local shops / places in community• Motivate volunteers to volunteer within Whitby Seniors instead of outside orgs• Community space to meet before & after programs, both locations• Look at funding models available – Other opportunities to expand re: growth –

Longer term flexibility• Transportation solutions / partner with Durham Transit?• Membership – Take programs at both sites – Need to advertise (may not be

aware)

Threats / Challenges• Stagnant funding• Health challenges facing aging population – may need more resources (warm

water pool, etc.)• Volunteer base could decrease with Baby Boomer population – may not want

to commit• Seniors – fixed income• Slow economy

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Appendix E: World Health Organization Network of Age Friendly Cities Criteria

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Appendix F: Measurable Accomplishments by Year and Budget Implications

Area of Focus

Measurable Accomplishment

Short Term 2014–2015

Mid Term 2016–2017

Long Term 2018

Budget Implications

Communica-tion

Enhance the use of on-line promotion and registration through computer education opportunities

X X X Allocation of staff time

Develop email communication tools to promote programs and services as well as create potential social media opportunities through social media sites

X Allocation of staff time

Develop a marketing campaign that reflects the many diverse groups of seniors participating in programs

X X X Up to $2,000 for images

Allocation of staff time

Review the current New Members Reception program

X Up to $1500 for a new members’ video for receptions and website

Allocation of staff time

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Area of Focus

Measurable Accomplishment

Short Term 2014–2015

Mid Term 2016–2017

Long Term 2018

Budget Implications

Develop a strategy that allows members to differentiate staff from volunteers

X Up to $500 for supplies

Investigate possible name enhancements for Whitby Seniors Services and Whitby Seniors’ Activity Centre to ensure marketing of programs appeals to all adults 55 years and over

X Up to $3,000 for potential signage Realization of analysis will determine any other costs

Area of Focus

Measurable Accomplishment

Short Term 2014–2015

Mid Term 2016–2017

Long Term 2018

Budget Implications

Seniors Program En-hancements

Implement regular review of instructional classes by members

X X X Staff allocation of time

Enhance diversity education opportunities and partnerships

X X X Staff allocation of time

Review membership costs, course fees and drop-in fees as part of the Town’s Fees Study in 2015

X 2015 fees study will determine if there is any other financial impact

Analyze the benefits of the trips program

X Staff allocation of time

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Area of Focus

Measurable Accomplishment

Short Term 2014–2015

Mid Term 2016–2017

Long Term 2018

Budget Implications

Continue to pursue government and private sector grant opportunities to support program and services development

X X X Staff allocation of time

Continue to look at mutually beneficial sponsorship opportunities

X X X Staff allocation of time

Continue to create opportunities for courses that teach recreational Drop-In Program game rules and skills such as Euchre and Bridge

X Staff allocation of time

Review options for evening and weekend program expansion to meet the needs of seniors who have work/family commitments and cannot attend daytime programming

X Staff allocation of time

Realization of analysis will determine any other costs

Increase offerings for courses in high demand such as yoga, fitness, health seminars, education seminars and courses in technology

X Staff allocation of time

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Area of Focus

Measurable Accomplishment

Short Term 2014–2015

Mid Term 2016–2017

Long Term 2018

Budget Implications

Examine the feasibility and financial implications of offering space for designated health and wellness programs that benefit the seniors’ community

X Review will determine costs

Review Town of Whitby seniors’ fitness programming and ensure programs are best designed for people who are aging

X X X Staff allocation of time

Work with the Whitby Public Library to offer educational opportunities for seniors

X X X Staff allocation of time

Continue to offer intergenerational programs and seek out new opportunities

X X X Staff allocation of time

Continue to work through the Town Accessibility Plan to ensure that programs, services and facilities meet accessibility best practices

X X X Staff allocation of time

Develop a Code of Conduct for all members of Whitby Seniors Services

X Staff allocation of time

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Area of Focus

Measurable Accomplishment

Short Term 2014–2015

Mid Term 2016–2017

Long Term 2018

Budget Implications

Facilities Develop a plan for updating the Whitby Seniors’ Activity Centre

X Staff allocation of time

Analysis will determine costs This may affect future Capital Budgets

Investigate sports facilities options for seniors play such as a centrally located gymnasium, re-use of tennis courts for pickleball and a warm water pool

X Staff allocation of time

Realization of analysis will determine any other costs

This may affect future Capital Budgets

Investigate additional space options for seniors’ programs within the Town of Whitby

X Staff allocation of time

Realization of analysis will determine any other costs

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Area of Focus

Measurable Accomplishment

Short Term 2014–2015

Mid Term 2016–2017

Long Term 2018

Budget Implications

Investigate the possibility of expanded seniors’ lounge space at the Brooklin Community Centre and Library

X Staff allocation of time

Realization of analysis will determine any other costs

Area of Focus

Measurable Accomplishment

Short Term 2014–2015

Mid Term 2016–2017

Long Term 2018

Budget Implications

Community Partnerships

Partnering with agencies and community service providers to inform seniors about programs and services in Whitby/Durham Region

X Staff allocation of time

Continue to participate in the Durham Elder Abuse Network and seek educational opportunities for members regarding Elder Abuse

X Staff allocation of time

Investigate resources and support for widows and widowers in the Whitby community

X Staff allocation of time

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Area of Focus

Measurable Accomplishment

Short Term 2014–2015

Mid Term 2016–2017

Long Term 2018

Budget Implications

Continue to communicate and partner with other seniors’ centres in Durham Region and with the Older Adult Centres’ Association of Ontario

X X X Staff allocation of time

Expand the mandate of the Seniors Advisory Committee to advocate for Age Friendly best practices

X Staff allocation of time

Partner with the Whitby Chamber of Commerce to create an annual business award for businesses that are Age Friendly

X Staff allocation of time

Area of Focus

Measurable Accomplishment

Short Term 2014–2015

Mid Term 2016–2017

Long Term 2018

Budget Implications

Services Analyze the benefits and costs of the current van service and investigate transportation options to assist seniors in accessing programs

X Staff allocation of time

Analysis will determine any other costs

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Area of Focus

Measurable Accomplishment

Short Term 2014–2015

Mid Term 2016–2017

Long Term 2018

Budget Implications

Conduct a meal services evaluation to analyze the satisfaction of cafeteria operations at the Whitby Seniors’ Activity Centre

X Staff allocation of time

Realization of analysis will determine any other costs

Analyze the activities of the volunteer run Kozy Korner fundraising café

X Analysis will determine any other costs

Improve customer service to seniors at the front desks of facilities

X $1,000 to develop training tools

Staff allocation of time

Develop an awareness campaign that encourages neighbourhood residents to assist older adults in snow and leaf removal

X $1,000 initial start-up funding

Staff allocation of time

Commit to Whitby’s diverse older adult population by considering membership in the World Health Organization’s Global Network of Age Friendly Cities

X Staff allocation of time

Analysis will determine any other costs

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Appendix G: References Cited1. Canadian Centre for Activity and Aging. (2013). Advocating for Physical Activity

2. Pauline Tam. (August 21, 2012). The Ottawa Citizen. Seniors’ Centres’ Can Do More as Wellness Hubs

3. Ontario Ministry of Finance. (2013). Ontario Population Projections Update. Available at: http://www.fin.gov.on.ca/en/economy/demographics/projections

4. Statistics Canada. (2011). Generations in Canada. Available at: https://www12.statcan.gc.ca/census-recensement/2011/as-sa/98-311-x/98-311-x2011003_2-eng.cfm

5. Cochran, Rothschadl and Rudick. (2009). Leisure Programming for Baby Boomers

6. Source: Town of Milton. (2012). Town of Milton – Older Adult Strategy

7. Ontario Seniors’ Secretariat. (2013). Age Friendly Community Planning. Available at: http://www.seniors.gov.on.ca/en/afc/guide.php

8. Volunteer Canada. (2010). Bridging the Gap

9. Community Development Council Durham. (2008). Profile of Immigration and Ethno-cultural Diversity in the Region of Durham

10. Ontario Seniors’ Secretariat. Thinking About Aging In Place. Available at: http://www.seniors.gov.on.ca/en/resources/fpt/Aging%20in%20Place%20Brochure_EN.pdf

11. Ministry of Economic Development, Trade and Employment. Why Accessibility Is Good for Ontario. Available at: http://www.mcss.gov.on.ca/en/mcss/programs/accessibility/understanding_accessibility/infographicText.aspx

12. Durham Region Planning Department Projections. (2009).

13. Based on a 2013 estimate of the population of Whitby to be 129,686. Manifold Data Mining

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14. Older Adult Centres’ Association of Ontario. (2010). Building Bridges To Tomorrow: A User Profile of Older Adult Centres in Ontario

15. Older Adult Centres’ Association of Ontario. (2010). Building Bridges To Tomorrow: A User Profile of Older Adult Centres in Ontario

16. Toronto Star. (October 15, 2013). Pickleball Netting a Growing Number of Fans Across North America

17. The Arthritis Foundation. (2013). Warm Water Works Wonders on Pain. Available at: http://www.arthritistoday.org/about-arthritis/arthritis-pain/pain-relief/warm-water-therapy.php

18. World Health Organization definition. (2002)

19. Dr. Samir Sinha. (2012). Ontario Seniors Strategy: Living Longer, Living Well

© June 2014

Whitby Seniors ServicesCommunity and Marketing Services DepartmentTown of WhitbyWhitby Seniors’ Activity Centre801 Brock Street SouthWhitby, ON L1N 4L4Phone: 905.668.1424Email: seniors@whitby.caWeb: www.whitby.ca/seniors