HomeMy WebLinkAbout~Study Session - SB Tennis Center Strategic Plan 2013-06-24 (Tennis Center Action Plan 2020) -STUDY SESSION- `
AGENDA STAFF REPORT
IF
DATE: June 24, 2013
TO: Honorable Mayor and City Council
THRU: Jill R. Ingram, City Manager
FROM: Patrick Gallegos, Administrative Manager
SUBJECT: SEAL BEACH TENNIS CENTER STRATEGIC PLAN
SUMMARY OF REQUEST:
That the City Council provide staff with direction regarding the implementation of
the Seal Beach Tennis Center Strategic Plan.
BACKGROUND AND ANALYSIS:
Beginning on July 1, 2012, the City of Seal Beach has contracted with Kevin J.
McArdle Consulting for management and consulting services at the Seal Beach
Tennis Center. During his term, the City made many strides to help improve the
facility and the quality of services offered to users and residents.
Throughout the past year, Kevin J. McArdle has performed a thorough evaluation
of the facility and its operation. At a March 25th study session, the City Council
provided staff with direction to pursue a future vision for the Tennis Center that
would increase access for the public while continuing to offer quality tennis
programs.
Based on this direction, Kevin J. McArdle has created a strategic plan that will
assist the City in reaching its vision at the Tennis Center. The strategic plan
outlines a number of goals and objectives that the City will work to achieve in the
next 5 to 7 years. With respect to the strategic plan, the City will strive to
complete a site specific plan for the Tennis Center in the upcoming fiscal year.
The specific plan will focus on the physical features that will be added to the four
(4) courts being reallocated for community use.
The strategic plan provides an outline and tools for achieving the vision provided
by the Council. The strategic plan also offers measureable objectives that can
be used to review the effectiveness of the team members in accomplishing
stated goals.
Agenda Item
ENVIRONMENTAL IMPACT:
There is no Environmental Impact related to this item
LEGAL ANALYSIS:
No legal analysis is required for this item
FINANCIAL IMPACT:
Fiscal impacts related to the implementation of the Tennis Center Strategic Plan
will be based on Council's direction for the Tennis Center. Staff will provide a
budget modification to the Fiscal Year 2013114 Budget at a future City Council
meeting to reflect any budgetary impacts resulting from Council's action on this
item.
RECOMMENDATION:
That the City Council provide staff with direction regarding the implementation of
-the Seal Beach Tennis Center Strategic Plan.
SUBMITTED BY: NOTED AND APPROVED:
Patrick Gallegos 4iij/13, Ingram, City Mon�ger
Administrative Manager
Prepared by: Tim Kelsey, Recreation Manager
Attachments:
A. Seal Beach Tennis Center Strategic Plan
Page 2
Seal Beach Tennis Center
4c&ow ;D&a 2020
Strategic Plan
April 22, 2013
r
SEAL BEACH
TENNIS CENTER
Seal Beach Tennis Center Action Plan 2020
The Seal Beach Tennis Center Action Plan 2020 is a Strategic Plan.._an identification of the
Vision, Mission, Major Strategies and Specific Goals which provide the roadmap for the facility
for the upcoming years. In short, this plan identifies what the Tennis Center will be in the year
2020 and lays out the plans for getting there. This Strategic Plan was created through the hard
work of an entire team who worked together to determine the answers to three critical questions
relating to the Tennis Center:
9. Where Are We Now?
2, Where Are We Going?
3. How Will We Get There?
The answers to these questions are within the Strategic Plan. The plan includes the following
components:
• Aspirations—These are a list of short phrases which best describe what the Tennis
Center aspires to be in 2020. All future actions must keep these aspirations in mind.
• Vision—This is a big-picture description of how the Tennis Center will be described in
the year 2020.
• Mission --This is a description of why the Tennis Center exists...its purpose.
• Major Strategies—These are the primary strategies the team will use to accomplish the
Mission.
• Goals—These are the individual goal categories within each Strategy which lay out the
plans for the work ahead.
• Measurable Objectives-- Each Goal includes a series of Measurable Objectives which
outline the performance measurements, team responsibilities, start/completion dates
and budget implications.
The purpose, and value, of a great Strategic Plan is to specifically outline a "plan of attack" to
achieve the outlined Vision and Mission. The success of the Strategic Plan...and the Tennis
Center itself..-will depend upon the day-to-day success of the team in carrying out the Goals
and Objectives identified. It will be necessary to conduct a semi-annual review of the plan to
determine if any modifications are necessary and to insure that financial resources are properly
allocated. The plan should also be used to review the effectiveness of the team members in
accomplishing the assigned activities.
The Action Plan portion of the Strategic Plan can be sorted as needed by Goal, Team Member
Responsibility, Goal Start Date or Goal Completion Date to allow easy analysis on a regular
basis. As with any plan, its success depends on regular and candid evaluation of
accomplishments and challenges along the journey.
While this Action Plan identifies the Vision for the year 2020 (more than six years from now), the
Goals and Objectives detail specific plans for the upcoming five years. From a global
perspective, the Strategic Plan includes the following annual strategic priorities:
1
Seal Beach Tennis Center Action Plan 2020
2012-13 Fiscal Year
Priorities for the remainder of the current year are the formation of a strong leadership team and
staff, finalization of the Strategic Plan, team training and creating an appropriate budget for the
upcoming year.
2013-14 Fiscal Year
Priorities for Year 1 include the creation of a new facility branding identity, development of
fitness programs, expansion of tennis activities, further enhancement of the membership
program and a strong focus on completing many deferred maintenance items. Year 2 will
include the creation of the overall conceptual design for future facility improvements.
2014-15 Fiscal Year
Priorities for Year 2 will be rolling out an extensive marketing program, further expansion of
tennis/fitness activities, implementation of community recreation activities, membership growth,
kitchen and lighting upgrades and design of Phase I facility improvements.
2015-16 Fiscal Year
In Year 3, the focus will be on the actual construction of Phase I improvements, expected to
include new locker rooms, fitness center and community room. The design of Phase II
improvements will be completed. Tennis, fitness and community recreation programs will
continue to grow.
2016-17 Fiscal Year
The plan for Year 4 will include the operation and programming of the Phase I improvements
expected to be new locker rooms, fitness center and community room. This year would also
see the construction of Phase 11 improvements expected to include outdoor fitness and
community recreation spaces which complement the tennis and fitness goals of the facility.
2017-18 Fiscal Year
Year 5 will see the operation and programming of the Phase II improvements, expected to
include the outdoor fitness and community recreation spaces.
In closing, the Seal Beach Tennis Center is intended to be a visionary, dynamic, energetic and
achievable plan to accomplish the SBTC Vision. The Plan should be used and updated on a
regular basis to stay on track towards 2020.
Z
_-_� - ------
Best Tennis Cant-in creating Healthy Sod!" Aspirations The Center of the Exceptional M—b—hip
the Region Minds Community Experience
Trernendously Strong 1\
A—zing Customer Beautiful&Safe Facilities
Servi- Team Successful Business
Vision
Tennis,Fitness and Fun for
Everyonel
Mission
The Seal Beach Tennis Center Provides the Community and
Region With an Incredible Variety of Tennis,Fitness and
Recreation Activities Within Beautiful Facilities
Major Strategies
r°""m o��" nm"� \ Create Recreation ` ` '~ Improve ---`
mm.nm" / ` x"u.mes / ` ^"u,m"" , `�`` =�m"~�'p � Improve Facilities '\` n�,m/o=
SmmegioslGoals
'a-"Grow Tennis Achwties" 2e-"Develep Fitness Activities" 3a-"Crea�s Recteation Activities' 4a-'Erhapce MeTbership Progfam �morove FaciNies' 6a-"Improve Operations,
Instructional Programs Individual Activities Special Events Grow Membership Maintenance Marketing
5b-Irrinrave Faclyiles"
CompetitivePrognxmm Group Activities Classes & Leagues Enhance Experience New Development Technology
Ic-'Grow 7enms Activities" 2c-`Oeve1op Fitness Activities" 3c-"C�ate Recreation Actmlies" 6c-Improve Operat?ois"
Just for Fun Programs Equipment Social Activities Financial Management
Twurnaments & Interest Clubs Revenue Enhancement
Leagues
le-'�row Tennis Activities' Seal Beach Tennis Center
Services ^16�P&*8020 Customer Service
Staff&Team
Seal Seach Tennis Center
Action Plan 2020
Major StrategylGoal Objective Responsibility Goal Start Goal Completion Budget
Date Date
1a-"Grow Tennis Activities" Integrate all Department tennis lessons into SBTC through the Director of Tennis, including Director of Tennis Jan-14 Oct-14
Instructional Programs expansion of programs and development of season culmination activities at SBTC
1 a-"Grow Tennis Activities" Expand the Junior Tennis instructional programs by increasing participation in existing Director of Tennis Jan-14 Jul-15
Instructional Programs program and creating new weekend Junior program
(Goal=Serve 200 separate juniors per year)
1a-"Grow Tennis Activities" Develop new adult tennis activity to be conducted concurrent with junior tennis program to Director of Tennis Al Oct-14
Instructional Programs encourage full family participation
(Goal =Serve average of 6 adults per day)
1 b-"Grow Tennis Activities" Conduct a new Challenge Ladder League program,for both singles and doubles Director of Tennis Jul-13 Jan-14
Competitive Programs (Goal= 12 players/league)
1 b-"Grow Tennis Activities" Conduct free quarterly tournaments exclusively for SBTC Members and their guests Director of Tennis Jui-13 Jul-14 $
Competitive Programs (Goal = 1 tournament per quarter with 12 participants)
1 b-"Grout Tennis Activities" Conduct a new Adult Double's Tennis League(s) Director of Tennis Oct-13 Jan-15
Competitive Programs (Goal=Average of 20 players/league)
1b-"Grow Tennis Activities" Conduct a new and expanded World Team Tennis League program Involving various levels Director of Tennis Al Jan-15
Competitive Programs of play and engaging other Tennis Clubs
(Goal =Average of 20 SBTC players/league)
1 b-"Grow Tennis Activities" Conduct a new Corporate Tennis League/Tournament program Director of Tennis Jan-15 Oct-15
Competitive Programs (Goa!=6 corporations participating)
1 b-"Grow Tennis Activities" Conduct a new"Sundewner's League"in the evening for women Director of Tennis Apr-15 Jan-16
Competitive Programs (Goal=Average of 10 players/day)
1 c-"Grow Tennis Activities" Conduct a community-wide Tennis Carnival fun program twice each year Director of Tennis Jan-14 Jan-15 $
Just for Fun Programs (Goal=2 programs per year involving 25 general community participants(non-SBTC
players)each program)
1c-"Grow Tennis Activities" Conduct"Just for Fun"free tennis activities exclusively for members and their guests Director of Tennis Jan-14 Jan-15 $
Just for Fun Programs (Goal= 1 event per quarter with 25 participants)
$ Operating Budget
1 April 14,2013
$$-Capital Budget
Sea!Beach Tennis Center
Action Plan 2020
Major Strategy/Goal Objective Responsibility Goal Start Goal Completion Budget
Date Date
1d-"Grow Tennis Activities" Expand the number of USTA&SCTA rental league matches during non-primetime hours Director of Tennis Oct-13 Jul-15
Tournaments&Leagues (Goal=Average of 6 non-primetime court rentals per week)
1d-"Grow Tennis Activities" Aggressively pursue rights to host sanctioned USTA and SCTA tournament(s)for both Director of Tennis Oct-13 Jan-16
Tournaments&Leagues junior and adults
(Goal=Host 2 sanctioned tournaments per year)
1d-"Grow Tennis Activities'' Aggressively pursue opportunities to serve as a rental site for outside sanctioned Director of Tennis Oct-13 Jan-15
Tournaments& Leagues tournaments
(Goal=Schedule 6 sanctioned tournament rentals per year)
1 e-"Grow Tennis Activities" Expand tennis merchandise sales through Pro Shop Director of Tennis Jul-13 Jul-15
Services (Goal=Annual average of$4,000 per month)
2a-"Develop Fitness Activities" Implement a new personal training program within the existing Fitness Center using renting Community Services Jul-13 Al
Individual Activities certified trainer(s) Coordinator
(Goal=Train average of 10 individuals per week)
2a-"Develop Fitness Activities" Expand overall participation within the existing Fitness Center Community Services Jul-13 Jan-15
Individual Activities (Goal=Average of 40 Fitness Center users per week) Coordinator
2b-"Develop Fitness Activities" Conduct a series of fitness classes within the existing facilities each quarter, such as Community Services Jul-13 Jul-14
Group Activities Zumba,Yoga, Crossfit, Boot Camp and flexibility classes Coordinator
(Goal=3 classes each quarter with 6 participants each)
2b-"Develop Fitness Activities" Conduct a series of fitness/wellness educational special events/seminars within the existing Community Services Al Apr-15
Group Activities facilities Coordinator
(Goal=2 activities per year with 20 participants each)
2b-"Develop Fitness Activities" Based on new Fitness Center developed during Phase I,expand the variety and number of Fitness Program Jul-16 Jul-17
Group Activities group fitness activities Coordinator(Future
(Goal=TBD) Contractor)
2c-"Develop Fitness Activities" Replace existing Fitness Center broken and outdated equipment in accordance with Community Services Apr-13 Jul-16 $
Equipment separate plan Coordinator
(Goal= Replace 2-3 pleces each year until new Fitness Center is developed)
3a-"Create Recreation Activities'' Conduct a community-wide special event(non-tennis)each quarter, such as summer kick- Community Services Jul-13 Jan-15 $
Special Events off i movie night,concert, spring egg hunt, summer camp exec,etc. Coordinator
(Goal= 1 event each quarter with 100 community members in attendance)
z April 14,2013 $ Operating Budget
$$-Capital Budget
Seal Beach Tennis Center
Action Plan 2020
Major StrategylGoal Objective Responsibility Goal Start Goal Completion Budget
Date hate
3b-"Create Recreation Activities" Develop a series of appropriate and complimentary youth recreation classes,within the Community Services Oct-13 Jul-15
Classes&Leagues Clubhouse or outdoor areas, conducted at the same time as adult tennis activities to Coordinator
encourage family time at the Center
(Goal =4 classes each quarter scheduled in 2 hour time blocks)
3b-"Create Recreation Activities" Develop a community pre-school aged tiny tot style prograrn during non-prime time hours to Community Services Jan-14 Jul-14
Classes&Leagues provide"child care"so parent(s)can enjoy tennis activities Coordinator
(Goal= 1 two hour program each week involving 6 children)
3b-"Create Recreation Activities" Based on new community sports facilities developed during Phase II, conduct a series of Operations Specialist Jul-17 Jul-18
Classes&Leagues recreational low-competitive leagues such as dodgeball, sand volleyball, beach tennis,
pickelball&badminton
(Goal=TBD)
3c-"Create Recreation Activities" Program Clubhouse each week for"Community Clubhouse Hours"where residents of the Community Services Apr-14 Jan-15 $
Social Activities neighboring community can gather in a social atmosphere to enjoy snacks, meals, drop-in Coordinator
recreation games and minor recreational activities
(Goal = 1 eariy evening each week involving 20 community members)
3c-"Create Recreation Activities" Conduct a series of interesting and informational presentations in the Clubhouse for the Community Services Jul-14 Jul-15 $
Social Activities community to enjoy Coordinator
(Goal=2 activities each year involving 20 community members)
3c-"Create Recreation Activities" Expand the number of appropriate community group rentals of the Clubhouse during non- Community Services Oct-14 Oct-16
Social Activities primetime hours Coordinator
(Goal= 1 rental each week)
3d-"Create Recreation Activities" Develop a series of appropriate community-based social and recreational interest group Community Services Jan-15 Jul-16
Interest Clubs clubs to meet in the Clubhouse or outdoor areas such as runners'club,table tennis club, Coordinator
football fan club,etc.
(Goal =2 clubs per quarter involving 10 community members each)
4a-"Enhance Membership Program" Through programming,facility improvements and marketing efforts, significantly expand the Community Services Jul-13 Jul-15
Grow Membership number of tennis based memberships Coordinator
(Goal=200 tennis based memberships)
4a-"Enhance Membership Program" Develop and market group-specific membership packages for groups such as corporations, Director of Tennis Oct-13 Apr-15 $
Grow Membership military, Leisure World, etc.
(Goal= Packages with 6 groups involving total of 30 new members)
4a-"Enhance Membership Program" After completion of new Fitness Center in Phase I,significantly increase the number of Fitness Program Apr-16 Jul-17
Grow Membership fitness memberships Coordinator(Future
(Goal= 15C fitness memberships) Contractor)
41b-"Enhance Membership Program" Program Clubhouse each week for"Member Exclusive Social Hours"where members Director of Tennis Jul-13 Jul-14 $
Enhance Experience gather in a social atmosphere to enjoy snacks, meals, drop-in recreation games and minor
recreational activities
(Goal =2 evenings& 1 weekend morning per week involving 20 members each day)
3 $ Operating Budget
April 14,2013
$$-Capital Budget
Seal Beach Tennis Center
Action Plan 2020
Major Strategy/Goal Objective Responsibility Goal Start Goal Completion Budget
Date Date
4b-"Enhance Membership Program" For all new activities and programs created for the general community, provide members Community Services Jul-13 Jul-18
Enhance Experience with 25-50%fee discount Coordinator
4b-"Enhance Membership Program" Implement a tennis match scheduling service between interested members Part Time Staff Oct-13 Apr-14
Enhance Experience (Goal=Schedule 5 matches per week) Member
4b-"Enhance Membership Program" Conduct freellow cost quarterly non-tennis social activities for members only Director of Tennis Oct-13 Oct-14 $
Enhance Experience (Goal = 1 activity per quarter involving 25 members)
4b-"Enhance Membership Program" Develop a pre-school aged tiny tot style program during non-prime time hours to provide Community Services Jan-14 Jul-14 $
Enhance Experience "child care"so members can enjoy tennis activities Coordinator
(Goal= 1 two hour program each week involving 6 member family children)
4b-"Enhance Membership Program" Plan&implement short-term task-oriented member committees to assist the team In Community Services Jan-15 Jul-18
Enhance Experience accomplishing the strategies&goals in the Strategic Plan Coordinator
(Goal =2 committees each year)
4b-"Enhance Membership Program" Develop an agreement with a food &beverage vendor to serve light meals, snacks and non- Community Services Oct-15 Jan-16
Enhance Experience alcoholic beverages to members during designated weekly hours Manager
(Goal=Service 2 evenings each week and 'I weekend morning)
4b-"Enhance Membership Program" For all new facilities created during Phases 1-II, provide members with appropriate Community Services Apr-16 Jul-18
Enhance Experience "exclusive use hours" Coordinator
5a-"Improve Facilities" Develop weekly/monthly/quarterly/annual facility maintenance checklists to guide work and Operations Specialist Jul-13 Jan-14
Maintenance to evaluate staff
5a-"Improve Facilities" Develop an aggressive on-going tennis court maintenance program to insure that court Public Works Jul-13 Jan-14 $$
Maintenance surfaces and windscreens are maintained at a very high level at all times Management
(Goal = Resurface and replace windscreens on 4 courts every year=3 year cycle)
5a-"Improve Facilities" Upgrade video surveillance security system throughout complex and integrate with wireless Public Works Jul-13 Apr-14 $$
Maintenance technology to permit real-time front desk monitoring of all cameras Management
5a-"Improve Facilities" Complete minor facility maintenance items listed on separate Facility Improvement List Public Works Jul-13 Jul-14 $
Maintenance Management
$-Operating Budget
4 April 14,2013
$$-Capital Budget
Seal Beach Tennis Center
Action Plan 2020
Major Strategy/Goal Objective Responsibility Goal Start Goal Completion Budget
Date Date
5a-"Improve Facilities" Contract with a professional building maintenance company to conduct semi-annual heavy Public Works Jul-13 Jul-14 $
Maintenance cleaning within the facilities Management
(Goal=Twice per year heavy clearing)
5a-"Improve Facilities" Purchase new tables, chairs and furniture for Clubhouse Community Services Oct-13 Jar-14 $
Maintenance Coordinator
5a-"Improve Facilities" Replace lighting on all existing 14 tennis courts with energy efficient, higher quality lighting Public Works Jul-14 Apr-15 $$
Maintenance with individual court controls Management
5a-"Improve Facilities" Upgrade exterior security lighting throughout complex and parking lot Public Works Jul-14 Apr-15 $$
Maintenance Management
5a-"Improve Facilities" Upgrade interior lighting in Clubhouse and make more energy efficient Public Works Jul-15 Jan-16 $$
Maintenance Management
5b-"Improve Facilities" Design&irstail exciting new facility branding/identification signage on exterior walls, Community Services Jui-13 Jul-14 $$
New Development freeway frontage&interior locations, in accordance with a new integrated brard1nglsigrage Manager
plan
5b-"Improve Facilities" Develop and approve ccrceptual design for Community Improvement Projects on eastern Community Services Jul-13 Jul-14 $
New Development side of complex, to include new Fitness Center, Locker Rooms, Community Room, outdoor Manager
fitness and community spaces
5b-"Improve Facilities" Contract wlth acoustical engineer to analyze freeway noise issue and provide remediation Community Services Oct-13 Mar-14 $
New Development recommendations. Develop construction plans&budget if appropriate Manager
5b-"Improve Facilities" Rehabilitate kitchen with appropriate food preparation equipment and health department Public Works Jul-14 San-15 $$
New Development surfaces to accommodate future food &beverage concessionaire Management
(Goal =Shared costs with concessionaire)
5b-"Improve Facilities" Add energy efficient lighting to tennis courts 15-16 with individual court controls to match Public Works Jui-14 Apr-15 $$
New Development upgraded lighting on other courts Management
5b-"Improve Facilities'' Remove and replace existing ground surface adjoining tennis hitting wall with safe. Public Works Jul-14 Apr-15 $$
New Development appropriate surface Management
$ Operating Budget
S April 14,2013
$$ Capital Budget
Seal Beach Tennis Center
Action Plan 1020
Major Strategy/Goal Objective Responsibility Goal Start Goal Completion Budget
Date Date
5b-"Improve Facilities" Design and construct modifications to exterior walls to increase visibility into/from complex Public Works Jul-14 Jul-16 $$
New Development for marketing and security purposes Management
5b-"Improve Facilities" Design and install low maintenance and sound absorbing landscaping in areas between Public Works Oct-14 Jul-15 $$
New Development courts 9-16&the freeway Management
5b-"Improve Facilities" Purchase&install small shaded bench areas between prime tennis courts Community Services Jan-15 Jan-16 $
New Development (Goal =Gift Catalog purchase) Coordinator
5b-"Improve Facilities" Create bid documents and bid Phase I of Community Improvement Project,to include Community Services Jul-15 Oct-15 $
New Development demo of existing Locker Rooms and construction of new Fitness Center, Locker Rooms Manager
and Community Room
5b-"Improve Facilities" Construct Phase I of Community Improvement Project, to include demo of existing Locker Community Services Oct-15 Jui-16 $$
New Development Rooms and construction of new Fitness Center, Locker Rooms and Community Room Manager
5b-"Improve Facilities" Create bid documents and bid Phase 11 of Community Improvement Project,to include Community Services Jul-16 Oct-16 $
New Development demo of existing Fitness Center, construction of new outdoor fitness and community spaces Manager
5b-"Improve Facilities" Construct Phase II of Community Improvement Project,to include demo of existing Fitness Community Services Oct-16 Jul-17 $$
New Development Center and construction of new outdoor fitness and community spaces Manager
5b-"Improve Facilities" Design and construct patio area/stadium seating spaces around court#2 Community Services Jul-17 Jul-18 $$
New Development Manager
6a-"Improve Operations" Send Community Services Coordinator to professieral in-depth marketing&branding Community Services Jul-13 Jan-14 $
Marketing training Manager
6a-"Improve Operations" Create a strong and exciting new Brand Identity for the facility&programs, including Community Services Jul-13 Apr-14 $
Marketing graphics, attitude, tagllne and signage Coordinator
6a-"Improve Operations" Devote adequate space within each Shoreline publication promoting specific quarterly Community Services Jul-13 Jul-14
Marketing activities and the facility role as a community center Coordinator
(Goal= 112 page each season)
$-Operating Budget
6 April 14,2013
$$-Capital Budget
Sea!Beach Tennis Center
Action Plan 2020
Major Strategy[Goal Objective Responsibility Goal Start Goal Completion Budget
Date Date
6a-"Improve Operations" Implement a major e-mail address gathering campaign for expansion of a-news marketing Community Services Jul-13 Jan-15
Marketing (Goal= 1,000 e-mail addresses subscribed to e-newsletter) Coordinator
6a-"Improve Operations" Plan, promote&conduct annual Open Houses for the general community to promote Director of Tennis Jan-14 Jul-15 $
Marketing membership&activities
(Goal=2 events per year involving 100 community members)
6a-"Improve Operations" Plan&implement a regional advertising campaign to promote membership,facility use& Community Services Apr-14 Jul-15 $
Marketing activities, to possibly Include paid publication ads, direct mail, community signage, Coordinator
promotional give-a-ways,etc.
6a-"Improve Operations" Create& implement an integrated social media strategy to promote activities, including Community Services Jul-14 Jan-16
Marketing Facebook,Twitter, Linkedln, etc. Coordinator
(Goal=Engage 1,000 individuals)
6a-"Improve Operations" Develop a Speakers' Bureau program to motivate&train volunteer speakers to promote Community Services Ai 15 Jan-17
Marketing facility at corporations, service groups, community events, etc. Coordinator
(Goal =20 speakers engaged)
6b-"Improve Operations'' Install an upgraded internet service to the facility to allow fast connection&effective use of Community Services Jul-13 Jan-14 $
Technology RecTrac software&City e-mail Manager
6b-"Improve Operations" Purchase&install RecTrac software for the facility to include membership management, Community Services Jul-13 Apr-14 $
Technology court reservations,fitness trainers, cocker scheduling & POS modules in addition to existing Manager
activity registration&facility reservation modules
6c-"Improve Operations" Implement a facility purchasing card system, policy and procedure to allow for efficient& Community Services Jan-14 Apr-14
Financial Management effective supplies purchasing up to$250 Manager
6c-"Improve Operations" Institute a monthly financial reconciliation procedure to insure that all activity fees have Community Services Jan-14 Jul-14
Financial Management been properly paid,faciiity staff have properly deposited ail revenues and Finance staff Coordinator
have correctly accounted for all funds
(Goal=Successful reconciliation each month within 10 days)
6c-"Improve Operations" Transition existing court reservation spreadsheet, cash register POS, credit card reader, Community Services Jan-14 Oct-14
Financial Management membership spreadsheet,financial spreadsheets and facility use permits into the integrated Coordinator
RecTrac software system
6d-"Improve Operations'' Formalize&promote an on-site advertising program for local businesses Community Services Jul-13 Jan-15
Revenue Enhancement (Goal =$2,000 In annual revenue) Coordinator
$-Operating Budget
7 April 14,2013
$$-Capital Budget
Seat Beach Tennis Center
Action Plan 2020
Major Strategy/Goal Objective Responsibility Goal Start Goal Completion Budget
Date Date
6d-"Improve Operations" Create a hard copy and web-based SBTC Gift Catalog encouraging patrons to donate Community Services Jul-13 Jan-15
Revenue Enhancement funds for value-added activities and amenities Coordinator
(Goal= $2,000 in annual revenue)
6d-"Improve Operations" Through marketing efforts, increase revenues from court and Clubhouse rentals Community Services Jan-14 Jul-15
Revenue Enhancement (Goal=$5,000 in annual revenue) Coordinator
6d-"Improve Operations" Consider conducting a small Capital Fundraising Campaign to support facility improvement Community Services Jan-15 Jul-17 $
Revenue Enhancement Phases I & 11 Manager
(Goal=$200,000 for campaign)
6e-"Improve Operations" Plan and implement a series of customer services trainings for staff to increase service Community Services Oct-13 Apr-14 $
Customer Service standards&teach basic sales techniques Coordinator
6e-"Improve Operations" Implement regular patron surveys,on paper&electronic,to assess satisfaction with Community Services Oct-13 Oct-14
Customer Service customer service, programs&general services Coordinator
(Goal= 1 survey conducted each quarter)
6e-"Improve Operations" Utilize the facility to conduct general Community Services activity registration for the entire Community Services Oct-15 Jan-16
Customer Service community Coordinator
6f-"Improve Operations" Develop a goal-based professional services agreement with a Director of Tennis to develop Community Services Apr-13 Jul-13 $
Staff&Team and conduct all tennis activities Manager
6f-"Improve Operations" Appoint&build a strong and cohesive leadership team including the Center Coordinator. Community Services Apr-13 Jul-13 $
Staff&Team Operations Specialist and contracted Director of Tennis Manager
6f"Improve Operations" Develop facility Policy&Procedure manual for easy staff reference&training Community Services Apr-13 Oct-13
Staff&Team Coordinator
6f-"Improve Operations" Evaluate the existing staff team in relationship to the future facility vision and recruitihire Community Services Jul-13 Jan-14
Staff&Team new staff as appropriate Coordinator
6f-"Improve Operations" More closely incorporate part time staff into the bigger Community Services Department Community Services Jul-13 Jul-14
Staff&Team operations and utilize their available on-duty time to meet department needs Coordinator
$ Operating Budget
g April 14,2015
5$-Capital Budget
Sea!Beath Tennis Center
Action Alan 2010
Major Strategy/Goal Objective Responsibility Goal Start Goal Completion Budget
Date Date
6f-"Improve Operations" Upon completion of new Fitness Center, contract with a fitness professional to develop and Community Services Apr-16 Jul-16 $
Staff&Team conduct the expanded variety of fitness activities Manager
$-Operating Budget
9 April 14,2013 $$-Capital Budget