Garner Recreation Center Business PlanGarner Parks, Recreation and Cultural Resource Department

November 29, 2017

Consultants: Lara Bannister, Chris Dunham, Carly Pyatte, Casey Pyatte, Caroline Rush

TABLE OF CONTENTS

Executive Summary……………………………………………………………………………..2

Agency Description…………………………………………………………………...…………2

Agency Data…………………………………………………………………...….……………..3

Management Analysis…………………………………………………………….……...……...8

Financial Data…………………………………………………………………………………...11

Conclusion……………………………………………………..………………………………..14

References…………………………………………………………………...…………….…….14

Appendices…………………………………………………………………...…………...….….16

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EXECUTIVE SUMMARY This business plan is a proposal for Garner Parks, Recreation and Cultural Resources Department (GPRCRD) Recreation Center. It outlines how they can successfully gain more revenue from athletic programs and tournaments. It recommends that Garner Parks, Recreation and Cultural Resources Department implement more athletic teams and recreation spaces for all ages, especially senior citizens and young families. Using demographic data available that shows the steady rise in Garner’s population and the increase of business development, the Recreation Center will create more targeted programming and strategic pricing. The next steps for this proposal are further review by the Recreation Director for the Town of Garner, revision by the consulting team an adoption and implementation of the proposal by Garner Parks, Recreation and Cultural Resources Department.

AGENCY DESCRIPTIONGarner Parks, Recreation and Cultural Resources Department (GPRCRD) is a public recreation organization for the town of Garner, North Carolina. Operating on a $1.7 million annual budget, GPRCRD provides and upkeeps programs, facilities, parks, athletics and classes for residents of Garner and nonresidents.

The logo has bright colors of blue and yellow, making it very aesthetically pleasing. The logo includes the town’s motto “A Great Place to Be” which is simple but also clear and inviting. It allows people to try and picture what kind of place Garner really is since there is really nothing else in the logo to help do so. The logo could be improved by adding some sort of picture to make it unique to the town of Garner such as a picture of historic downtown or possibly the water tower made famous by Scotty McCreery’s song.

Mission Statement:The mission statement of Garner Parks, Recreation and Cultural Resources Department is “To enrich the quality of life in Garner by offering a diverse system of parks, recreational facilities, programs and cultural resources.” This mission statement is very inclusive and strongly encourages people of all backgrounds to get involved. It is applicable to all sectors within its

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control. It allows the public to be aware of what the organization provides by clearly stating its offerings of parks, recreational facilities, programming and cultural resources. It also defines the location and target audience of the Garner community.

Programs and Services: Programs in Garner are separated by age groups into four categories; preschool, youth, adult and senior. Programs have differing fees dependent on the activity/ program as well as a financial assistance program offered to those in need. Athletic programs are divided by age, skill level, and sport. Fitness classes are offered at the Garner Senior Center(GSC) and Avery Street Recreation Center(ASRC) for adults sixteen years and older; step, dance fusion, early bird boot camp, urban/soul line dance, hooping, yoga, Zumba(Town of Garner Programs, 2016). Several resources are available for the large senior population including a partnership with the NC Senior Games as well as a large amount of adult recreational sports leagues. The sports currently offered are; fifty and over softball, sixty and over softball, bowling, introductory/competitive/non-competitive pickleball, introductory/competitive/non-competitive table tennis and golfing (Town of Garner Programs, 2016). GPRCRD has an interactive website that lists all of the programs and events currently being offered. Participants are able register, pay and learn more about the programs through the website. Registration is also available in person at both the GSC and ASRC. Garner Parks Recreation and Cultural Resources Department publishes a seasonal pamphlet listing and describing what is being offered.

AGENCY DATA

Community Base:Garner Parks, Recreation and Cultural Resources Department is located at the corner of U.S. 70 and Montague Street in Garner, North Carolina. The Town of Garner is located south of Raleigh and covers 15.3 square miles of land and 0.8 square miles of water with geographical coordinates of 35°41′54″N, 78°37′22″W (Town of Garner-About Us, 2016). Garner itself is located approximately in the middle of the state, a suburb of Raleigh, making it a well-traveled city. Garner is in the piedmont region of North Carolina with an elevation of 361 feet above sea level. (Elevation Finder, 2017)

Garner is home to approximately 28,776 people according to the 2016 United States Census Bureau. The median age of the Garner population is 38 years old. Most people that live in Garner are white by 51.9%, with African Americans being next largest group making up 35.2% of the population. According the census data, population in the town of Garner has increased by 56.6% since the year 2000. The median household income as of 2015 was $58,825 however the estimated per capita income was $28,869. Garner has a poverty rate of 11.2% along with 40.7% blue collar employment and 59.3% white collar employment. The average people per household

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in Garner is 2.66 with a larger number of households without children than with children (U.S. Census Bureau 2015). This data makes it very evident that there are more adults than children in the town of Garner. This means that the new Recreation Center must cater and greatly appeal to the older population to gain support from the community.

GPRCRD’s financial resources come from the City of Garner’s budget, as well as state and federal grants, contractual receipts from organizations like Meals on Wheels, compulsory income from taxes and licensing, and earned income from fees and charges of programs and usage of facilities. Community Needs:As the demographic data shows, Garners’ population is on the rise. This causes an even greater need for the new Recreation Center and the athletic programs it will facilitate. The athletic facilities presently available are not up to par. There are a few locations that can be used for athletics, one of which is the Avery Street Recreation Center, which contains a gymnasium with wood floor, two multipurpose rooms and a game room. There is a total of twelve parks harboring tennis courts, multipurpose fields, baseball fields, soccer fields and one outdoor basketball court. The new Recreation Center will have a total of three basketball courts bringing the town total to four indoor basketball courts. This will be extremely beneficial considering there are four leagues, GPRCRD basketball and volleyball, Garner AAU Flames, and Garner Optimist Club, currently sharing the one indoor court available. The additional courts will hopefully draw in more basketball leagues and possibly other sports organizations needing more courts to play on such as volleyball, badminton, and pickleball.

Level of Competition:The Garner Parks, Recreation, and Cultural Resource Department has heavy competition for athletic programming by its surrounding towns and cities such as Cary, Apex and Raleigh. All three of these parks and recreation departments are relatively close by, which means many people do recreational activities outside of their own town. There are higher fees for non-residents, however, making it cheaper for Garner residents to attend facilities and programs offered in Garner. Residents are also given first priority for registration. The town of Cary has a population of approximately 135,000. This is clearly far greater than Garner, therefore Cary has more athletic facilities. One of these being the Herbert C. Young Community Center which is somewhat comparable in size and amenities to the new Garner Recreation Center. This community center opened in 1991 and has two stories with the lower level containing a double gymnasium available for athletic programs, open gym play and fitness classes. Those wishing to rent the facility are charged different fees; renting the gym for athletic activities costs $64 per hour, the gym floor covering costing $200 per use, wood dance floor costing $525 per use, volleyball/pickleball/badminton nets costing $25 per use per net, gym scoreboard costing $15 per hour as well as differing additional equipment rental costs. Non-residents are able to rent at 1.5

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times the resident fee. There is a two hour minimum for rentals as well as an additional fee of $25 per hour for rentals operating outside the normal operating hours which change seasonally (Town of Cary, 2015). The new Garner Recreation Center will have three basketball courts and three multipurpose rooms. This being said in order to stay competitive Garner will need to have similar rental pricings to the Herbert C. Young Community Center. The new Recreation Center will be brand new and offer new technological advancements that did not exist when some of the older recreation and community centers were created as well as new equipment thus allowing Garner to potentially be able to charge more for facility and equipment rentals. There are several private membership gyms in the Garner area, like Planet Fitness and the REX Wellness Center. GPRCRD has to have competitive pricing and offerings to keep up with the competition. In order for the Garner Recreation Center to be successful it must offer something the other facilities do not. Therefore, the planning stage is crucial to make sure the recreation center can stand out from the rest. Size, Growth, and Maturity of Agency:There have been significant achievements in the past decade in creating and maintaining sports and athletic facilities in the town of Garner. The population continues to increase causing a greater demand for more recreational opportunities. Garner Parks, Recreation and Cultural Resources Department manages a total of 475 acres of parks inside of the city limits. There are a total of twelve parks encompassing open space as well as athletic courts and fields. There have been many recreational developments and improvements over the last decade, but as the town of Garner continues to grow so does the recreation department and the athletic programs and facilities offered. Currently, there are a total of seven baseball fields at four different parks, six of the fields have lights and one does not. GPRCRD does not have any of their own baseball or softball leagues. There are two different leagues using the fields, Garner Area Youth Sports League and Garner Baseball Incorporated. Both have two seasons in March to June and August to October and have differing age ranges from five to; fourteen, sixteen and eighteen. There are only two basketball courts available for use, one indoor court at Avery Street Recreation Center and one outdoor court at Rand Mill Park. The Garner Parks, Recreation and Cultural Resources Department has their own basketball league of boys and girls from five to seventeen who use the courts seasonally. There is also one year round girls’ basketball AAU league of ages eight to thirteen and one seasonal boys club basketball league of ages eight to twelve who use the court. Additionally, GPRCRD has a seasonal volleyball league that uses the court as well. The Garner Area Soccer Association uses the two soccer fields the town has seasonally from February to June and August to November. There are teams available for boys and girls ages five to seventeen. There is a total six tennis courts at three different parks, and no tennis leagues. There are three multi-purpose fields at two parks, and none having any athletic programs thus far. Fishing is available March through October at Lake Benson Park with jon boats, kayaks, and canoes for rental.

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Significant Achievements:Garner Parks, Recreation and Cultural Resources Department offers many award-winning, affordable programs that are used to promote healthy lifestyles amongst all ages. There are numerous sport and recreational activities offered for all ages and abilities. As listed above the four age group categories Garner uses are preschool, youth, adult and senior. A great accomplishment is how wide the age range Garner has for those participating in recreational leagues and activities, proving how the town is successful in its effort to facilitate a healthy environment and promote active lifestyles. Garner also has many successful partnerships with other sports and athletics organizations with hopefully more to come after the opening of the new Recreation Center.

MARKET DATA

Market Segmentation: For the Garner Recreation Center to be successful, the Garner Parks, Recreation and Cultural Resources Department must address different aspects of its market segments to successfully market to the Garner population. The wants, needs and desires of the target market need to be met. The target market specific to the Center is the residents of Garner and its surrounding areas who are interested in recreational and educational activities. Since this is very broad, it is beneficial to break this up into smaller audiences. The first classification will be separated by using demographic data. In this segmentation, the target market will be divided up by age, race, income and family status. The GPRCRD will have to keep in mind there is a relatively older population with a median age of thirty-eight, and there are more households without children than with. The median household income is $58,000 with a relatively equal amount of white and blue collar jobs thus making the middle class the most prominent group. The second classification will be a geographic segmentation. This category will divide people into groups based on their physical location. This would include targeting individuals living close to the new Center. Garner’s population has almost reached 30,000 people and has increased by 56.6% since the year 2000. Thus, being said, there is a prominent need for more than just one community center. The Garner Recreation Center will have high competition nearby in neighboring towns such as Cary and Apex, but will have the advantage of being a brand new state-of-the-art facility. The third segmentation will be an activity based grouping. In this category, people with shared interests would be grouped together. For example, those interested in using the new facility for art classes would be separate from those interested in running on the indoor track. As Garner’s population is steadily increasing, more market segmentations may be necessary but for now these three groupings will suffice. Seeing as how the target market aims to serve those

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who are both local and looking to participate in recreational and educational activities, having the three categories above will be very beneficial when making marketing decisions.

Market Strategies: Since their target market is the people living around the Town of Garner who are interested in recreational and educational activities, they will use several different marketing strategies to promote the new Recreation Center. The first strategy will be to use newspaper articles and advertisements. These fit well with the older generation as they are more likely to read newspapers and some prefer to read print rather than reading electronically. The next form of marketing they will use is through local businesses and schools. There will be flyers hanging in every store, doctor’s office, and school that will allow it. Since young families are also a focus group, posting flyers in the pre-schools will hopefully allow GPRCRD to market to them, their parents, grandparents, neighbors and babysitters who come into the school to pick them up. This helps them further reach their desired population groups. GPRCRD will also market through social media outlets, primarily Facebook, Instagram and Twitter. They will try and get people to “like” and “share” news about the Recreation Center and promote its upcoming events. GPRCRD also plans on reaching out to a local celebrity, Scotty McCreery, to endorse and promote the new Center.

Market Dynamics:Garner is a suburb of Raleigh, steadily growing in population and shifting dynamics from a small town feel to larger city. GPRCRD prides itself on providing quality recreation, facilities and programs to people in the Garner area. Because Garner is not as wealthy of an area as Raleigh, affordable programming is essential to high attendance and success. Affordable programming and amenities will allow Garner to stand out against its competition. Since a large percentage of the population is older, it is essential that the Recreation Center has very accessible parking. Since there are so many competitors in the area, the appearance, tone, and mood must be extremely aesthetically pleasing. Garner’s diversity is something to be celebrated. This unique aspect is something Garner has over its surrounding areas. This can be celebrated in the Recreation center and Garner’s history can be remembered. The town council already works hard to represent all groups and strongly encourages diversified programs. This will help residents choose to come to GPRCRD rather than the neighboring community centers and will boost Garner’s public image.

MANAGEMENT ANALYSIS

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Goals: Several goals including both short and long term must be implemented for the new Recreation Center to be successful. Seeing as how one of Garner’s main objectives is to bring in an additional $50-$60,000 a year specifically from tournaments, there needs to be specific goals put in place to make this happen. In the short term, establishing a wider client base will be the first step. Taking into consideration how there are currently four leagues playing on the one court available, the additional three courts will allow for more teams in the current leagues as well as new leagues to have room to play. Over the next three years, reaching out to already existing different basketball/volleyball club/AAU leagues and teams will be the number one priority. To do this Garner first needs to expand their brand and image as many people are unaware that the new Recreation Center is opening and what all it offers. GPRCRD will focus on spreading the word throughout the area through different marketing strategies as well as community outreach projects. Garner Senior Center has already established an excellent community platform through the work they do with Meals on Wheels, however, this is not known by most people. Now is the crucial time for the Garner Parks, Recreation and Cultural Resources Department to step up their social media platform as this is the easiest way to reach both large and diverse people groups. By further establishing their social media, GPRCRD will be able to better show others the great work they are doing with Meals on Wheels which will hopefully improve and expand their image. Over the last couple of years, their Facebook social media has improved greatly, now it is time to work in other social media outlets such as Instagram and twitter. Instagram will be an easy way to show off pictures of the new Recreation Center and specifically the league's using the athletic facilities. Hopefully, this will encourage others to come and check it out for themselves. By using twitter, GPRCRD will be able keep members up to date with what is going on in the now. It will be an easy way to alert people of what is happening at that exact moment. For example, they will send tweets when the courts are unavailable for use due to practices or games as well as let patrons know what fitness classes are going to be held and at what time. Another short term goal will be to host several events of different types at the Center each month for the first six months after opening. Discounted gym and equipment rentals will be offered to the public as well as to sports organizations if they come to these events and consider using the facility for their teams. In the long term, GPCRD will develop an application over the next five years that will allow users to register for classes and programs right from their mobile devices. This will also be an effort to improve their website and make it more user friendly as it is now outdated and overly simple. Once they are turning over a higher profit, they will be able to afford more technological advances such as the creation of the application as well as the website updates. The application will also have the schedule of activities that will be compatible to move over to one’s phone or google calendar. For example, if a patron is a frequent yoga class visitor they will be able to

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import the scheduled yoga classes into their own calendar. These improvements will help Garner to compete with the surrounding gyms and recreation centers as other towns, specifically the town of Cary already has a very user friendly website that is hard to beat. When in comparison to the town of Cary, there are many procedures Garner will need to duplicate to be successful in earning additional revenues from sports tournaments. The town of Cary currently hosts a widely successful pickleball tournament put on by the Cary Pickleball Association each year for ages forty to seventy plus. Pickleball is a sport Garner currently has taking place at the Garner Senior Center. Once the new Recreation Center opens there will be room to play there and will hopefully increase participant numbers. This shows that if there are room and ample facilities available then more leagues may be created, another long term goal for Garner. The creation of more sports leagues regardless of the sport will bring in more money. Over the next five years and beyond Garner will roll out a number of new sports programs. These will be free introductory programs just to spark an interest within the population, some sports included will be badminton, table tennis and cricket. There will be several community events with free food provided that will feature these sports. Once enough people are interested GPRCRD will be able to create their own leagues and eventually host their own tournaments.

Plan Assumptions:GPRCRD must have motivated staff to ensure their organization's success. They must ensure that the staff is properly trained by making sure the staffs are up to date certifications. They will also ensure that the facility is well equipped with the right equipment and facilities and will ensure this by being checked by the state. They must also have the right funding which includes funds from the municipal government, taxes, donations and grants. Lastly, they will have the right client base and this will come in part by advertising.

Red Flags:Red flags that will affect their management analysis include uncertainty about the future, financial management, technological issues, customer service and maintaining a good reputation. For example, there might not be a high demand of senior citizens that are interested in their athletics offered at the center, so they will have to find ways to reach out these individuals in the community. When uncertain about the future, it causes confusion and does not allow the project to be successful. Financial management is very important because without it, there could be loss of money, or a miss-use of money. For example, if the Recreation Center hires someone who cannot handle money well it could lead to serious issues. Technological issues are sometimes uncontrollable and can create a lot of confusion when communicating with others. A technical issue would be the website of app crashing. They could resolve this by immediately getting tech support. Customer service and the organization's reputation is very important because that is a key to making the facility continue to run smoothly and be successful in the future.

Opportunities:

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Garner is a region that is continuing to grow every day. The parks and recreation facilities offer great activities for ages three and over. The aging population provides a high demand for recreation in their lives in order to remain healthy.. This gives the Recreation Center a lot of room to make improvements and bring in new ideas to the tables. The Recreation Center can promote the organization and keep a good relationship with current customers. Garner will need to be persistent with trying to gain new athletic organizations as clients as its biggest opportunity is to host more leagues with all its new space available. Strengths: Ensuring that the Recreation Center hires great staff and volunteers will play a huge part in what gets the organization going successfully. Customer service means a lot and with motivated and friendly staff, there should have no problem. GPCR are sure that the customers will be satisfied with all that is offered, resulting in a high return rate. The main strength is that the Recreation Center is bringing something new to the area and people of all ages can enjoy our many services. For example, there will be athletics available for senior citizens and kids that surrounding Recreation Centers do not have. Through the marketing strategies, establishing a great brand image and increasing the target market will strengthen the organization. The Recreation Center will ensure that the research and development staff will analyze data on customer satisfaction and keep up with trends so that it will stay ahead of things and make sure that the customers are happy and getting the best services possible. Garner’s schedule flexibility will be a huge strength when trying to convince athletic programs to use their facilities. Since Garner will now have quadrupled their amount of courts there will be plenty of time and space for more leagues.

Weaknesses:One weakness is competing with other athletic facilities and recreation complexes in the surrounding areas, like Apex, Raleigh and Cary. There are many sports facilities similar to the new Recreation Center that already have established client bases. Garner must be able to make their Center stand out from the rest by presenting competitive prices as well as a very flexible schedule since there will be a creation of three new courts. Risk Analysis:The success of the organization is very high. The programs offered at the Center are concentrated around the patrons that will use the facility, which ensures better success.The probability of loss in this case is not high because the programs and facilities are geared toward the consumers that will visit the Center. If an athletic program is not being heavily consumed, changes will be made. The success rate of the Recreation Center is very high. The services offered in our center are unique and are targeted to those that use the center. The staff will be well-trained to maximize efficiency.

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Organizational Structure:The duties of the center director are to facilitate the daily operations of the facilities as well as to the keep the center on track for their specific long- term and short- term goals as well as those long and short term goals of the GPRCRD. The duties of the Assistant Director are the same as the director as well as to help the director where needed. The duties of Program Staff are to facilitate programs put on by the Recreation Center. They will also ensure safety of all users and staff while at work. The duties of the volunteers are to help where-ever needed where the program staff do not have the resources. See Appendix A for the Organizational Structure.

FINANCIAL DATA

Budget:The Recreation Center will have an operational budget of $1.9 million, as Appendix B shows. Compared with 2017 budget of Town of Garner and 2017 budget of Town of Cary, total expenditures will be $1,879,156 and revenue will be $1,790,735. As seen in Appendices C and D, similar budgets account for similar revenues and expenditures. GPRRD has more revenues due to the projected number of new memberships and from more athletic programs and tournaments. Staying Solvent:In order to maintain operations, the Recreation Center must have a steady income stream generated from athletic membership fees, facility usage and league fees. Each person to become a member while have annual dues. People who use the facilities or participate in athletic programs who are not members will be charged recurring fees. Participants involved in sport leagues will have one-time sign-up costs as well as recurring miscellaneous charges. Tournaments will be held at the Recreation Center for the Department as well as for outside organization who rent the space. Charges will be incurred for rentals and from participants of the tournaments.

Pricing Strategies:The pricing for usage, rentals, and memberships has to be competitive yet appropriate for the target market and community of Garner. The estimated average for membership is $150, creating an annual revenue of $225,000 if 1,500 people joined. There will also be a staggered membership structure with different levels offering different amenities at different prices. Athletic facility usage and class participation rates will vary from class and time used, but the average class fee is $18 and the average facility usage price is $11. Rentals for facilities and space will range from $50 up to $500 depending on time and space. Tournaments, depending on duration and size, can range in price from $700 to $2,000.

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Sales Projections: The strongest revenue during the first year of GPRCRD will be from rental use of the gymnasium space created for hosting tournaments. Another source of revenue would be from membership fees, especially from senior citizens and kids which is who the Recreation Center is targeting. Based on the actual values from previous years, the 2017-2018 projections should increase. The trend of previous years has been increasing steadily so this next fiscal year should be no different if not better. The total revenue expected is $2,450,000 and it consists of user fees, rentals, tournaments, donations, government grants, and goods sold. A factor would affect the sales projections would be the state of the economy. If the economy is at a low, they would not expect as many sales as they would when the economic conditions are good. Profit Margin Expected:To calculate the profit margin expected within the first year, the formula below can be used. The numbers are assumed (not accurate), but this will allow them to measure how much the recreation center earned during a specific time, which will allow users and taxpayers to see where the money comes from and where it goes.

User fee $225,000Entrance fee $35,000Donations $1,162,500Government Allowance $1,027,500Total Revenue $2,450,000

Costs of Goods Sold $208,550General & Administrative $30,000Depreciation $5,500Interest Expense $500Interest Income $450Taxes $2,000Preferred Dividends $3,000Total $250,000

Profit Margin: ( 250,000 / 2,450,000 ) x 100 = 10.2% Vulnerability:Economic factors that could impact the Recreation Center are population growth, new business development, the new high school, and the projected taxing situation of Garner. An increase in

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population and local businesses could put create a more competitive environment and cause GPRCRD to either lose clientele or have to change membership and participation fees. The new high school that is being built will have athletic facilities such as basketball courts, outdoor track, soccer and baseball fields that the community can use, making the GPRCRD facilities less needed and less likely to be used. The proposed tax increase on residents of Garner could possibly change individual’s discretionary income, affecting the way they spend their money towards athletics. GPRCRD has to be aware of outside impacts on the Recreation Center and adjust accordingly to ensure revenue does not decrease. Economic Generators:Performance indicators include participation in programs, net sales, and ROI (return on investment). The number of participants in programs, use of facilities and entrance into the recreation center will be collected consistently using a computer system. This data will then be used to see how number of people using the recreation center changes. Our return on investment will be calculated using our accounting software. On social media and our website, Google Analytics will help us track engagement and reach of marketing. These will help guide the center to success and also serve as a measure of success. GPRCRD can use the demographics collected from these systems to revise and implement new marketing techniques, changes times and alter the athletics programs themselves to better suit the needs of the target market. Targeting specific groups, such as young families and senior adults, with athletic programs tailored for the will increase membership and participation.

Seasonal Factors:Seasonal factors to take into consideration are high peaks around the beginning of the calendar year due to new resolutions and healthy habits. Another high peak will be spring and summer time due to warmer weather. Slow times will be around the holidays and once the weather cools down. Older adults and families will not likely use the center later in the evening and night due to their lifestyles. During high programming periods, more staff and materials will be needed, creating more overhead, utility and labor costs. The budget is increased by 10% for labor, utility and material costs during the months of January, February, May, June and July. The budget is decreased by 8% for the months of November and December. Regulatory issues:Regulatory issues certainly affect the day-to-day operations of GPRCRD and specifically the Recreation Center. These regulatory issues include but are not limited to infrastructure, employment, and cleanliness. These regulations are stated in the ADA, EEO, and OSHA laws at the federal and state levels. There are also local ordinances that have to be abided by in order to for GPRCRD to stay operational and receive monies from other entities.

CONCLUSION

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The Recreation Center will be a great way to increase revenue and public engagement, while creating an essential community structure. By increasing advertising, creating a strong social media platform, and target specific demographics, the Recreation Center will stand out amongst its competition. Having a qualified staff to produce and execute the athletic programs, facility usage and special events will create top-tier programs that people in the Garner community and surrounding areas will want to be involved in and pay the related fees. An increase in membership and singular athletic program participation will accrue the additional income needed to pay for day-to-day operations. Strategic pricing methods for each program, facility usage and rental fees will also be essential in increasing participation, memberships, and overall revenue. This business plan for the Recreation Center for Garner Parks, Recreation and Cultural Resources Department provides the best goals and action plans to achieve a successful and operational community recreation center.

REFERENCESTown of Cary. (2015, July 1). Annual Operation Budget. Retrieved from

http://www.townofcary.org/home/showdocument?id=9912

Town of Garner, NC. (n.d.). Retrieved September 06, 2017, from http://www.garnernc.gov/departments/parks-recreation-and-cultural-resources

Town of Garner, NC. (n.d.). Retrieved November 28, 2017, from http://www.garnernc.gov/departments/parks-recreation-and-cultural-resources/parks-facilities

Town of Garner. (2015, July 1). Annual Operation Budget. Retrieved from http://www.garnernc.gov/home/showdocument?id=3932

U.S. Census Bureau (2015) Garner, North Carolina Profile. www.city-data.com/city/Garner-North-Carolina.html

Worldwide Elevation Finder. (n.d.). Retrieved September 27, 2017, from http://elevation.maplogs.com/poi/garner_nc_usa.59229.htm

Town of Cary. (n.d.). Retrieved November 29, 2017, from http://www.townofcary.org/recreation-enjoyment/sports/sports-events-and-tournaments/cary-pickleball-tournament

Town of Cary. (n.d.). Retrieved November 29, 2017, from http://www.townofcary.org/recreation-enjoyment/facilities/herbert-c-young-community-center#ad-image-1

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APPENDICES

Appendix A

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Appendix B

Garner Parks, Recreation and Cultural Resources Department

Fiscal Year January 1, 2018 - Dec 31, 2018Expenses 2018

Administration $371,098Cultural Arts & Events $421,837Adults & Senior Programs $298,084Youth Programs & Athletics $385,810Outdoor Adventures 236,068Program Partners 166,259

Total Operting Expenses $1,879,156

Revenue Source 2018Federal Grants $680,350State Grants $550,300Gifts/Donations $99,350Permits/Liscenses $75,250Program Charges/Fees $225,000Contracual Receipts $85,485Investment Interest Earned $75,000Total Revenues: $1,790,735

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Appendix C

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Appendix D

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