HomeMy WebLinkAbout07-19-16 Aquatic Facility Pasco Market Analysis DRAFT.pdf
MARKET ANALYSIS
Pasco Public Facilities District
Aquatic/Recreation Center Feasibility Study *
Page 1
Section I – Demographic Summary & Market Review
Ballard*King & Associates (B*K), in conjunction with Barker Rinker Seacat Architecture and
Water Technology Inc., is tasked with completing a feasibility study for a possible new
aquatic/recreation center for the Pasco Public Facilities District in Pasco, Washington.
Demographics
The following is a summary of the basic demographic characteristics of the identified service areas
along with recreation and leisure participation standards as produced by the National Sporting
Goods Association, also included is participation information produced by the National
Endowment of the Arts.
Service Areas: The primary goal of the proposed new aquatic/recreation center would be to serve
the residents of Pasco, as a result the City (and the unincorporated area) has been identified as the
Primary Service Area for the facility. Understanding that many times facilities and programs draw
participants from beyond municipal boundaries, a Secondary Service Area has been determined
that represents the Tri-Cities area and includes West Richland, Finley and Burbank.
Primary Service Areas are defined as the distance people will travel on a regular basis (a minimum
of once a week) to utilize a facility or its programs. Use by individuals outside of this area will be
much more limited and will focus more on special activities or events (tournaments, etc.).
Service areas can vary in size with the types of components in the facility. A center with active
elements (pool, weight cardiovascular equipment area, gym, track, etc.) will have a larger service
area than a more passively oriented facility. Specialized facilities such as a competitive aquatic
venue will have a bigger service area, making it more of a regional destination.
Service areas can flex or contract based upon a facility’s proximity to major thoroughfares. Other
factors impacting the use as it relates to driving distance are the presence of alternative service
providers in the service area. Alternative service providers can have an effect upon membership,
daily admissions and the associated penetration rates for programs and services.
MARKET ANALYSIS
Pasco Public Facilities District
Aquatic/Recreation Center Feasibility Study *
Page 2
Table A – Service Area Comparison Chart:
Primary Service Area Secondary Service Area
Population:
2010 Census 63,5201 219,2752
2015 Estimate 71,759 240,482
2020 Estimate 79,906 261,316
Households:
2010 Census 19,260 77,981
2015 Estimate 21,719 85,387
2020 Estimate 24,169 92,716
Families:
2010 Census 14,923 55,674
2015 Estimate 16,782 60,798
2020 Estimate 18,652 65,954
Average Household Size:
2010 Census 3.28 2.79
2015 Estimate 3.29 2.80
2020 Estimate 3.29 2.80
Ethnicity (2015 Estimate):
Hispanic 53.9% 29.3%
White 55.9% 73.4%
Black 2.3% 1.9%
American Indian 0.6% 0.9%
Asian 2.1% 2.8%
Pacific Islander 0.2% 0.2%
Other 35.3% 16.8%
Multiple 3.6% 4.0%
Median Age:
2010 Census 27.7 32.9
2015 Estimate 28.5 33.6
2020 Estimate 28.8 34.4
Median Income:
2015 Estimate $51,330 $58,242
2020 Estimate $57,358 $68,749
1 From the 2000-2010 Census the Primary Service Area experienced a 72.6% increase in population.
2 From the 2000-2010 Census the Secondary Service Area experienced a 34.4% increase in population.
MARKET ANALYSIS
Pasco Public Facilities District
Aquatic/Recreation Center Feasibility Study *
Page 3
Age and Income: It is important to compare the median age and median household income levels
to the national levels. Age and income are primary determiners of participation in recreation
activities. The lower the median age, the higher the participation rates are for most activities. The
level of participation also increases as the median income level goes up.
Table B – Median Age:
2010 Census 2015 Projection 2020 Projection
Primary Service Area 27.7 28.5 28.8
Secondary Service Area 32.9 33.6 34.4
State of Washington 37.2 38.0 38.5
Nationally 37.1 37.9 38.6
Chart A – Median Age:
The median age in the Secondary Service Area is lower than the U.S. number, with the Primary
Service Area being even lower than the Secondary Service Area. This low median age points to
the presence of families with children. This is important because children under the age of 17 are
significant users of aquatic facilities. It also must be remembered that swimming as an activity
reaches all age categories including retirees and seniors.
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2010 2015 2020
Ag
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Primary Service Area Secondary Service Area State of Washington National
MARKET ANALYSIS
Pasco Public Facilities District
Aquatic/Recreation Center Feasibility Study *
Page 4
Households with Children: The following chart provides the number of households and
percentage of households in the Primary Service Area and the Secondary Service Area with
children.
Table C – Households w/ Children
Number of Households w/
Children
Percentage of Households
w/ Children
Primary Service Area 9,682 50.3%
Secondary Service Area 30,760 39.4%
The information contained in Table-C helps further emphasize the lower median age in the service
areas.
MARKET ANALYSIS
Pasco Public Facilities District
Aquatic/Recreation Center Feasibility Study *
Page 5
Map A – Median Age by Census Tract
MARKET ANALYSIS
Pasco Public Facilities District
Aquatic/Recreation Center Feasibility Study *
Page 6
Table D – Median Household Income:
2015 Projection 2020 Projection
Primary Service Area $51,330 $57,358
Secondary Service Area $58,242 $68,749
State of Washington $59,229 $69,388
Nationally $53,217 $60,683
Chart B – Median Household Income:
$0
$10,000
$20,000
$30,000
$40,000
$50,000
$60,000
$70,000
2015 2020
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MARKET ANALYSIS
Pasco Public Facilities District
Aquatic/Recreation Center Feasibility Study *
Page 7
Based upon 2015 projections for median household income the following narrative is available:
In the Primary Service Area, the percentage of households with median income over $50,000 per
year is 51.7% compared to 53.2% on a national level. Furthermore, the percentage of the
households in the service area with median income less than $25,000 per year is 22.4% compared
to a level of 23.1% nationally.
In the Secondary Service Area, the percentage of households with median income over $50,000
per year is 57.5% compared to 53.2% on a national level. Furthermore, the percentage of the
households in the service area with a median income less than $25,000 per year is 19.2% compared
to a level of 23.1% nationally.
The median income in the State of Washington is greater than the National number. The income
level in both the Primary Service Area and the Secondary Service Area are both less than the State
number with the Secondary Service Area greater than the national number and the Primary Service
Area. The income level must be balanced with the overall cost of living to determine ability to
pay for entertainment and recreation services.
Chart C – Median Household Income Distribution
0.0%
20.0%
40.0%
60.0%
80.0%
100.0%
120.0%
Primary Service
Area
Secondary Service
Area
State of
Washington
National
22.4%19.2%19.4%23.1%
25.8%23.3%22.1%23.8%
51.7%57.5%58.6%53.2%
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>$25,000 $25,000-$49,999 $50,000+
MARKET ANALYSIS
Pasco Public Facilities District
Aquatic/Recreation Center Feasibility Study *
Page 8
Map B – Median Household Income by Census Tract
MARKET ANALYSIS
Pasco Public Facilities District
Aquatic/Recreation Center Feasibility Study *
Page 9
Household Budget Expenditures: In addition to studying Median Age and Median Income, it is
important to examine Household Budget Expenditures. In particular, looking at housing
information; shelter, utilities, fuel and public services along with entertainment & recreation can
provide a snapshot into the cost of living and spending patterns in the services areas. The table
below looks at that information and compares the service areas.
Table E – Household Budget Expenditures3:
Primary Service Area SPI Average Amount Spent Percent
Housing 90 $19,370.26 30.3%
Shelter 91 $15,003.50 23.5%
Utilities, Fuel, Public Service 86 $4,366.76 6.8%
Entertainment & Recreation 88 $2,912.33 4.6%
Secondary Service Area SPI Average Amount Spent Percent
Housing 104 $22,312.50 30.2%
Shelter 105 $17,198.06 23.3%
Utilities, Fuel, Public Service 101 $5,114.44 6.9%
Entertainment & Recreation 102 $3,376.01 4.6%
State of Washington SPI Average Amount Spent Percent
Housing 107 $23,101.47 30.1%
Shelter 108 $17,799.79 23.2%
Utilities, Fuel, Public Service 105 $5,301.68 6.9%
Entertainment & Recreation 106 $3,518.57 4.6%
SPI: Spending Potential Index as compared to the National number of 100.
Average Amount Spent: The average amount spent per household.
Percent: Percent of the total 100% of household expenditures.
Note: Shelter along with Utilities, Fuel, Public Service are a portion of the Housing percentage.
3 Consumer Spending data are derived from the 2004 and 2005 Consumer Expenditure Surveys, Bureau of Labor
Statistics. ESRI forecasts for 2015 and 2020.
MARKET ANALYSIS
Pasco Public Facilities District
Aquatic/Recreation Center Feasibility Study *
Page 10
Chart D – Household Budget Expenditures Spending Potential Index:
Chart D, illustrates the Household Budget Expenditures Spending Potential Index in the service
areas. The SPI follows a consistent pattern with median household income.
Further Narrative on Housing:
The total number of housing units in the Primary Service Area, according to the 2010 Census, is
20,103 and 95.8% of those are occupied, or 19,260 housing units. Of the available units the bulk
are for rent, 1.6%.
The total number of housing units in the Secondary Service Area, according to the 2010 Census,
is 81,751 and 95.4% of those are occupied, or 77,981 housing units. Of the available units the
bulk are for rent, 1.6%.
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Housing Shelter Utilities, Fuel, Public
Service
Entertainment &
Recreation
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MARKET ANALYSIS
Pasco Public Facilities District
Aquatic/Recreation Center Feasibility Study *
Page 11
Recreation Expenditures Spending Potential Index: Finally, through the demographic provider
that B*K utilizes for the market analysis portion of the report, we are able to examine the overall
propensity for households to spend dollars on recreation activities. The following comparisons
are possible.
Table F – Recreation Expenditures Spending Potential Index4:
Primary Service Area SPI Average Spent
Fees for Participant Sports 96 $115.91
Fees for Recreational Lessons 90 $110.16
Social, Recreation, Club Membership 87 $150.02
Exercise Equipment/Game Tables 98 $74.88
Other Sports Equipment 84 $6.71
Secondary Service Area SPI Average Spent
Fees for Participant Sports 108 $130.23
Fees for Recreational Lessons 106 $130.45
Social, Recreation, Club Membership 105 $180.67
Exercise Equipment/Game Tables 103 $79.42
Other Sports Equipment 96 $7.67
State of Washington SPI Average Spent
Fees for Participant Sports 109 $131.29
Fees for Recreational Lessons 108 $132.74
Social, Recreation, Club Membership 108 $185.60
Exercise Equipment/Game Tables 106 $81.64
Other Sports Equipment 103 $8.24
Average Amount Spent: The average amount spent for the service or item in a year.
SPI: Spending potential index as compared to the national number of 100.
4 Consumer Spending data are derived from the 2006 and 2007 Consumer Expenditure Surveys, Bureau of Labor
Statistics.
MARKET ANALYSIS
Pasco Public Facilities District
Aquatic/Recreation Center Feasibility Study *
Page 12
Chart E – Recreation Spending Potential Index:
The Spending Potential Index for Recreation is very similar to the Household Budgetary Spending.
It is also important to note that these dollars are currently being spent for some recreation function.
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20
40
60
80
100
120
Fees for Part
Sports
Fees for Rec
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Membership
Exercise
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Other Sports
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MARKET ANALYSIS
Pasco Public Facilities District
Aquatic/Recreation Center Feasibility Study *
Page 13
Map C – Entertainment & Recreation Spending Potential Index by Census Tract
MARKET ANALYSIS
Pasco Public Facilities District
Aquatic/Recreation Center Feasibility Study *
Page 14
Service Area Description:
Primary Service Area – City of Pasco and Unincorporated Area.
Map D – Primary Service Area Map:
MARKET ANALYSIS
Pasco Public Facilities District
Aquatic/Recreation Center Feasibility Study *
Page 15
Population Distribution by Age: Utilizing census information for the Primary Service Area, the
following comparisons are possible.
Table G – 2015 Primary Service Area Age Distribution
(ESRI estimates)
Ages Population % of Total Nat. Population Difference
-5 7,738 10.8% 6.3% +2.5%
5-17 17,013 23.7% 16.6% +6.1%
18-24 7,215 10.1% 10.1% +0.0%
25-44 21,254 29.6% 26.1% +0.5%
45-54 6,913 9.6% 13.4% -5.8%
55-64 5,997 8.4% 12.8% -4.4%
65-74 3,572 5.0% 8.6% -3.6%
75+ 2,055 2.9% 6.2% -3.3%
Population: 2015 census estimates in the different age groups in the Primary Service Area.
% of Total: Percentage of the Primary Service Area/population in the age group.
National Population: Percentage of the national population in the age group.
Difference: Percentage difference between the Primary Service Area population and the national
population.
Chart F – 2015 Primary Service Area Age Group Distribution
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5
10
15
20
25
30
-5 5-17 yrs 18-24 25-44 45-54 55-64 65-74 75+
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Primary Service Area National
MARKET ANALYSIS
Pasco Public Facilities District
Aquatic/Recreation Center Feasibility Study *
Page 16
The demographic makeup of the Primary Service Area, when compared to the characteristics of
the national population, indicates that there are some substantial differences with an equal or larger
population in the -5, 5-17, 18-24 and 25-44 age groups and a smaller population in the 45-54, 55-
64, 65-74 and 75+ age groups. The largest positive variance is in the 5-17 age group with +6.1%,
while the greatest negative variance is in the 45-54 age group with -5.8%.
MARKET ANALYSIS
Pasco Public Facilities District
Aquatic/Recreation Center Feasibility Study *
Page 17
Population Distribution Comparison by Age: Utilizing census information from the Primary
Service Area, the following comparisons are possible.
Table H – 2015 Primary Service Area Population Estimates
(U.S. Census Information and ESRI)
Ages 2010 Census 2015
Projection
2020
Projection
Percent
Change
Percent
Change Nat’l
-5 7,058 7,738 8,589 +21.7% +0.3%
5-17 15,128 17,013 19,322 +27.7% -0.7%
18-24 6,620 7,215 7,476 +12.9% +1.7%
25-44 18,665 21,254 23,946 +28.3% +7.1%
45-54 6,483 6,913 7,612 +17.4% -9.7%
55-64 5,024 5,997 6,095 +21.3% +17.4%
65-74 2,595 3,572 4,438 +71.0% +50.1%
75+ 1,947 2,055 2,430 +24.8% +22.0%
Chart G – Primary Service Area Population Growth
Table H, illustrates the growth or decline in age group numbers from the 2010 census until the
year 2020. It is projected that all age group will see an increase. It must be remembered that the
population of the United States as a whole is aging and it is not unusual to find negative growth
numbers in the younger age groups and significant net gains in the 45 plus age groupings in
communities which are relatively stable in their population numbers.
0
5,000
10,000
15,000
20,000
25,000
-5 5-17 yr 18-24 25-44 45-54 55-64 65-74 75+
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2010 2015 2020
MARKET ANALYSIS
Pasco Public Facilities District
Aquatic/Recreation Center Feasibility Study *
Page 18
Ethnicity and Race: Below is listed the distribution of the population by ethnicity and race for
the Primary Service Area for 2015 population projections. These numbers were developed from
2010 Census Data.
Table I – Primary Service Area Ethnic Population and Median Age 2015
(Source – U.S. Census Bureau and ESRI)
Ethnicity Total
Population
Median Age % of
Population
% of WA
Population
Hispanic 38,690 22.2 53.9% 12.5%
Table J – Primary Service Area Population by Race and Median Age 2015
(Source – U.S. Census Bureau and ESRI)
Race Total
Population
Median Age % of
Population
% of WA
Population
White 40,122 32.7 55.9% 75.0%
Black 1,674 34.3 2.3% 3.9%
American Indian 446 34.0 0.6% 1.5%
Asian 1,489 36.7 2.1% 8.0%
Pacific Islander 124 34.5 0.2% 0.7%
Other 25,327 22.7 35.3% 5.7%
Multiple 2,577 15.0 3.6% 5.1%
2015 Primary Service Area Total Population: 71,759 Residents
Chart H – 2015 Primary Service Area Non-White Population by Race
2.3%
0.6%2.1%
0.2%
35.3%
3.6%
Black American Indian Asian Pacific Islander Other Multiple
MARKET ANALYSIS
Pasco Public Facilities District
Aquatic/Recreation Center Feasibility Study *
Page 19
Service Area Description:
Secondary Service Area – A unique shape that includes Pasco, Kennewick and Richland as well
as West Richland, Finley and Burbank.
Map E – Secondary Service Area Map:
MARKET ANALYSIS
Pasco Public Facilities District
Aquatic/Recreation Center Feasibility Study *
Page 20
Population Distribution by Age: Utilizing census information for the Secondary Service Area,
the following comparisons are possible.
Table K – 2015 Secondary Service Area Age Distribution
(ESRI estimates)
Ages Population % of Total Nat. Population Difference
-5 19,589 8.1% 6.3% +1.8%
5-17 47,965 19.9% 16.6% +3.3%
18-24 23,064 9.6% 10.1% -0.5%
25-44 64,284 26.7% 26.1% +0.6%
45-54 28,545 11.9% 13.4% -1.5%
55-64 27,932 11.6% 12.8% -1.2%
65-74 17,655 7.3% 8.6% -1.3%
75+ 11,446 4.8% 6.2% -1.4%
Population: 2015 census estimates in the different age groups in the Secondary Service Area.
% of Total: Percentage of the Secondary Service Area/population in the age group.
National Population: Percentage of the national population in the age group.
Difference: Percentage difference between the Secondary Service Area population and the national
population.
Chart I – 2015 Secondary Service Area Age Group Distribution
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5
10
15
20
25
30
-5 5-17 yrs 18-24 25-44 45-54 55-64 65-74 75+
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MARKET ANALYSIS
Pasco Public Facilities District
Aquatic/Recreation Center Feasibility Study *
Page 21
The demographic makeup of the Secondary Service Area, when compared to the characteristics of
the national population, indicates that there are some differences with an equal or larger population
in the -5, 5-17 and 25-44 age groups and a smaller population in the 18-24, 45-54, 55-64, 65-74
and 75+ age groups. The largest positive variance is in the 5-17 age group with +3.3%, while the
greatest negative variance is in the 45-54 age group with -1.5%.
MARKET ANALYSIS
Pasco Public Facilities District
Aquatic/Recreation Center Feasibility Study *
Page 22
Population Distribution Comparison by Age: Utilizing census information from the Secondary
Service Area, the following comparisons are possible.
Table L – 2015 Secondary Service Area Population Estimates
(U.S. Census Information and ESRI)
Ages 2010 Census 2015
Projection
2020
Projection
Percent
Change
Percent
Change Nat’l
-5 18,601 19,589 21,198 +14.0% +0.3%
5-17 45,374 47,965 51,474 +34.4% -0.7%
18-24 20,709 23,064 22,818 +10.2% +1.7%
25-44 58,547 64,284 72,040 +23.0% +7.1%
45-54 28,772 28,545 28,461 -1.1% -9.7%
55-64 24,082 27,932 28,997 +20.4% +17.4%
65-74 12,943 17,655 22,271 +72.1% +50.1%
75+ 10,248 11,446 14,060 +37.2% +22.0%
Chart J – Secondary Service Area Population Growth
Table-L illustrates the growth or decline in age group numbers from the 2010 census until the year
2020. It is projected that all age categories will see an increase except the 45-54 age group. It
must be remembered that the population of the United States as a whole is aging and it is not
unusual to find negative growth numbers in the younger age groups and significant net gains in
the 45 plus age groupings in communities which are relatively stable in their population numbers.
0
10,000
20,000
30,000
40,000
50,000
60,000
70,000
80,000
-5 5-17 yr 18-24 25-44 45-54 55-64 65-74 75+
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2010 2015 2020
MARKET ANALYSIS
Pasco Public Facilities District
Aquatic/Recreation Center Feasibility Study *
Page 23
Ethnicity and Race: Below is listed the distribution of the population by ethnicity and race for
the Secondary Service Area for 2015 population projections. Those numbers were developed from
2010 Census Data.
Table M – Secondary Service Area Ethnic Population and Median Age 2015
(Source – U.S. Census Bureau and ESRI)
Ethnicity Total
Population
Median Age % of
Population
% of WA
Population
Hispanic 70,505 22.3 29.3% 12.5%
Table N – Secondary Service Area Population by Race and Median Age 2015
(Source – U.S. Census Bureau and ESRI)
Race Total
Population
Median Age % of
Population
% of WA
Population
White 176,621 38.0 73.4% 75.0%
Black 4,480 31.3 1.9% 3.9%
American Indian 2,080 34.0 0.9% 1.5%
Asian 6,717 38.4 2.8% 8.0%
Pacific Islander 404 29.5 0.2% 0.7%
Other 40,462 22.9 16.8% 5.7%
Multiple 9,718 17.2 4.0% 5.1%
2015 Secondary Service Area Total Population: 240,482 Residents
Chart K – 2015 Secondary Service Area Non-White Population by Race
1.9%
0.9%
2.8%
0.2%
16.8%
4.0%
Black American Indian Asian Pacific Islander Other Multiple
MARKET ANALYSIS
Pasco Public Facilities District
Aquatic/Recreation Center Feasibility Study *
Page 24
Tapestry Segmentation
Tapestry segmentation represents the 4th generation of market segmentation systems that began 30
years ago. The 65-segment Tapestry Segmentation system classifies U.S. neighborhoods based
on their socioeconomic and demographic compositions. While the demographic landscape of the
U.S. has changed significantly since the 2000 Census, the tapestry segmentation has remained
stable as neighborhoods have evolved.
The value of including this information for the Service Areas is that it allows the organization to
understand better the consumers/constituents in their service areas and supply them with the right
products and services.
The Tapestry segmentation system classifies U.S. neighborhoods into 65 individual market
segments. More than 60 attributes including; income, employment, home value, housing types,
education, household composition, age and other key determinates of consumer behavior are used
to identify neighborhoods.
The following pages and tables outline the top 5 tapestry segments in each of the service areas and
provides a brief description of each. This information combined with the key indicators and
demographic analysis of each service area help further describe the markets that the Primary
Service Area looks to serve with programs, services, and special events.
For comparison purposes, the following are the top 10 Tapestry segments, along with percentage
in the United States. The Primary and Secondary Services may or may not reflect these
segments:
1. Green Acres (6A) 3.2%
2. Southern Satellites (10A) 3.2%
3. Savvy Suburbanites (1D) 3.0%
4. Salt of the Earth (6B) 2.9%
5. Soccer Moms (4A) 2.8%
15.1%
6. Middleburg (4C) 2.8%
7. Midlife Constants (5E) 2.5%
8. Comfortable Empty Nesters (5A) 2.5%
9. Heartland Communities (6F) 2.4%
10. Old and Newcomers (8F) 2.3%
12.5%
MARKET ANALYSIS
Pasco Public Facilities District
Aquatic/Recreation Center Feasibility Study *
Page 25
Table O – Primary Service Area Tapestry Segment Comparison
(ESRI estimates)
Primary Service Area Demographics
Percent
Cumulative
Percent Median Age
Median HH
Income
Up & Coming Families (7A) 30.2% 30.2% 30.7 $64,000
Valley Growers (7E) 26.0% 56.2% 26.6 $32,000
Barriors Urbanos (7D) 9.4% 65.6% 28.3 $36,000
Comfortable Empty Nesters (5A) 5.9% 71.5% 46.8 $68,000
Green Acres (6A) 5.2% 76.7% 43.0 $72,000
Up & Coming Families (7A) – This is a market in transition, residents are younger, are more mobile
and ethnically diverse than the previous generation. Their homes a re new; their families are young.
There is a significant Hispanic (26.7%) and Black (14.8%) population in this segment. This segment
finds leisure in family activities which includes sports from backpacking and baseball to weight lifting
and yoga.
Valley Growers (7E) – These neighborhoods are home to young, Hispanic families with children and
frequently multiple generations living in single-family homes. This market is all about spending time
with family, taking care of family and home, and following the Hispanic heritage. More homes are
rented than owned, located in semirural areas where agriculture dominates.
Barriors Urbanos (7D) – Family is central within these diverse communities. Hispanics make up
more than 70% of the residents. Dominating this market are younger families with children or single -
parent households with multiple generations living under the same roof. These households balance
their budgets carefully but also indulge in the latest trends and purchase with an eye to brands.
Comfortable Empty Nesters (5A) – Residents in this large, growing segment are older, with more
than half of all households aged 55 or older; many still live in the suburbs where they grew up. Most
are professionals working in government, health care, or manufacturing. Many are enjoying the
transition from child rearing to retirement. Physically active, they play golf, ski, ride bicycles and
work out regularly.
Green Acres (6A) – This segment features country living and self-reliance. Outdoor living features a
variety of sports; hunting and fishing, motorcycling, hiking and camping and even golf. An older
market, primarily couples, most with no children. This is not an ethnicall y diverse segment.
MARKET ANALYSIS
Pasco Public Facilities District
Aquatic/Recreation Center Feasibility Study *
Page 26
Table P – Secondary Service Area Tapestry Segment Comparison
(ESRI estimates)
Secondary Service Area Demographics
Percent
Cumulative
Percent Median Age
Median HH
Income
Up & Coming Families (7A) 7.7% 7.7% 30.7 $64,000
Valley Growers (7E) 7.5% 15.2% 26.6 $32,000
In Style (5B) 6.9% 22.1% 41.1 $66,000
Savvy Suburbanites (1D) 6.8% 28.9% 44.1 $104,000
Middleburg (4C) 6.3% 35.2% 35.3 $55,000
Up & Coming Families (7A) – This is a market in transition, residents are younger, are more mobile
and ethnically diverse than the previous generation. Their homes a re new; their families are young.
There is a significant Hispanic (26.7%) and Black (14.8%) population in this segment. This segment
finds leisure in family activities which includes sports from backpacking and baseball to weight lifting
and yoga.
Valley Growers (7E) – These neighborhoods are home to young, Hispanic families with children and
frequently multiple generations living in single-family homes. This market is all about spending time
with family, taking care of family and home, and following the Hispanic heritage. More homes are
rented than owned, located in semirural areas where agriculture dominates.
In Style (5B) – These residents embrace an urban lifestyle that includes support of the arts, travel and
extensive reading. Professional couples or single households without children, they have the time to
focus on their homes and their interest. The population is slightly older and already planning for their
retirement. This segment is not ethnically diverse.
Savvy Suburbanites (1D) – These residents are well educated, well read, and well capitalized.
Families include empty nesters and empty nester wannabes, who still have adult children at home.
Located in older neighborhoods outside the urban core, their suburban lifestyle includes home
remodeling and gardening, plus the active pursuits of sports and exercise. This segment is not
ethnically diverse.
Middleburg (4C) – These neighborhoods transformed from the easy pace of country living to
semirural subdivisions in the last decade. Residents are conservative, family-oriented consumers.
They rely on their smartphones and mobile devices to stay in touch and pride themselves on their
expertise. Neighborhoods are comprised of young couples, many with children. There is a significant
Hispanic (10.5%) population.
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Chart L – Primary Service Area Tapestry Segment Representation by Percentage:
30.2%
26.0%
9.4%
5.9%
5.2%23.3%
Up & Coming Families Valley Growers
Barriors Urbanos Comfortable Empty Nesters
Green Acres Other
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Demographic Summary
The following summarizes the demographic characteristics of the service areas.
The Primary Service Area has a large household size and the median age is considerably
younger than the national number and lower than the state. There will be strong growth in
the population in the coming years.
The Primary Service Area has a median household income level that is lower than the state
and as a result has a lower Recreation Spending Potential Index.
The Primary Service Area has large number of households with children and there is
expected to be significant growth in the youth age groups in the coming years.
There is a large Hispanic population in the Primary Service Area.
The Secondary Service Area is much larger in population but has fewer households with
children, higher incomes, a higher Recreation Spending Potential Index, and a smaller
Hispanic population than the Primary Service Area.
MARKET ANALYSIS
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Sports Participation Numbers:
In addition to analyzing the demographic realities of the service areas, it is possible to project
possible participation in recreation and sport activities.
Participation Numbers: On an annual basis the National Sporting Goods Association (NSGA)
conducts an in-depth study and survey of how Americans spend their leisure time. This information
provides the data necessary to overlay rate of participation onto the Primary Service Area to
determine market potential.
B*K takes the national average and combines that with participation percentages of the Primary
Service Area based upon age distribution, median income, region and National number. Those
four percentages are then averaged together to create a unique participation percentage for the
service area. This participation percentage when applied to the population of the Primary Service
Area then provides an idea of the market potential for various activities.
MARKET ANALYSIS
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Community Recreation Related Activities Participation: These activities are typical
components of an active recreation center.
Table Q – Recreation Activity Participation Rates for the Primary Service Area
Indoor Activities Age Income Region Nation Average
Aerobics 15.3% 15.3% 16.0% 15.3% 15.5%
Basketball 10.2% 8.3% 7.3% 8.2% 8.5%
Cheerleading 1.7% 1.4% 1.3% 1.3% 1.4%
Exercise Walking 27.8% 36.8% 37.4% 36.2% 34.6%
Exercise w/ Equipment 18.2% 19.8% 17.5% 19.1% 18.7%
Gymnastics 2.5% 2.2% 2.0% 1.9% 2.2%
Martial Arts / MMA 2.7% 2.2% 2.2% 2.2% 2.3%
Running/Jogging 16.8% 14.5% 14.7% 14.9% 15.2%
Swimming 17.6% 16.3% 16.4% 15.9% 16.6%
Volleyball 4.2% 3.7% 3.9% 3.5% 3.8%
Weight Lifting 12.1% 11.6% 11.9% 11.8% 11.8%
Workout @ Clubs 12.4% 12.0% 12.4% 12.5% 12.3%
Wrestling 1.2% 1.0% 1.5% 1.0% 1.2%
Yoga 10.5% 9.5% 12.2% 10.1% 10.6%
Age Income Region Nation Average
Did Not Participate 22.3% 21.9% 22.1% 22.6% 22.2%
Age: Participation based on individuals ages 7 & Up of the Primary Service Area.
Income: Participation based on the 2013 estimated median household income in the Primary Service
Area.
Region: Participation based on regional statistics (Pacific).
National: Participation based on national statistics.
Average: Average of the four columns.
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Chart M – Comparison of National & Primary Service Area Participation Percentage:
10.6%
1.2%
12.3%
11.8%
3.8%
16.6%
15.2%
2.3%
2.2%
18.7%
34.6%
1.4%
8.5%
15.5%
0.0%5.0%10.0%15.0%20.0%25.0%30.0%35.0%40.0%
Yoga
Wrestling
Workout @ Club
Weight Lifting
Volleyball
Swimming
Running/Jogging
Martial Arts/MMA
Gymnastics
Exercise w/ Equipment
Exercise Walking
Cheerleading
Basketball
Aerobics
Primary Service National
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Anticipated Participation Numbers by Activity: Utilizing the average percentage from Table-
Q above plus the 2010 census information and census estimates for 2015 and 2020 (over age 7)
the following comparisons are available.
Table R – Participation Rates Primary Service Area
Indoor Activity Average 2010 Part. 2015 Part. 2020 Part. Difference
Aerobics 15.5% 8,319 9,444 10,525 2,206
Basketball 8.5% 4,567 5,185 5,778 1,211
Cheerleading 1.4% 763 866 965 202
Exercise Walking 34.6% 18,585 21,097 23,512 4,927
Exercise w/ Equipment 18.7% 10,033 11,389 12,693 2,660
Gymnastics 2.2% 1,161 1,318 1,469 308
Martial Arts / MMA 2.3% 1,256 1,425 1,589 333
Running/Jogging 15.2% 8,189 9,296 10,360 2,171
Swimming 16.6% 8,902 10,105 11,262 2,360
Volleyball 3.8% 2,058 2,336 2,604 546
Weight Lifting 11.8% 6,369 7,230 8,057 1,688
Workout @ Clubs 12.3% 6,622 7,517 8,377 1,756
Wrestling 1.2% 634 720 803 168
Yoga 10.6% 5,689 6,458 7,198 1,508
Average 2010 Part. 2015 Part. 2020 Part. Difference
Did Not Participate 22.2% 11,953 13,568 15,122 3,169
Note: The estimated participation numbers indicated above are for activities that could take place
in and around an active aquatic/recreation center. These figures do not necessarily translate into
attendance figures for various activities or programs. The “Did Not Participate” statistics refers to
all 55 activities outlined in the NSGA 2014 Survey Instrument.
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Swimming Participation: In addition to developing a unique participation percentage for the
Primary Service Area, B*K also examines the frequency of participation in swimming according
to the 2014 NSGA Survey. The chart below outlines that data.
Table S – Participation Frequency Swimming
Frequent Occasional Infrequent
Swimming Frequency 110+ 25-109 6-24
Swimming Percentage of Population 6.4% 45.0% 48.6%
In the chart above, one can look at swimming and how it is defined with respect to visits being
Frequent, Occasional or Infrequent and then the percentage of population that participates.
Table T – Participation Numbers
Frequent Occasional Infrequent Total
Swimming 112 67 15
Population 647 4,547 4,911
Visits 72,432 304,662 73,665 450,759
The table above takes the frequency information one step further and identifies the number of
times an individual may participate in the activity, applies the percentage from Table-Q to the 2015
swimming population in Table-R and then gives a total number of aquatic facility visits. Those
visits are not specific to one facility, but rather specific to the Primary Service Area population.
Frequent Users: Competitive swimmers, multi-sport athletes and individuals that participate in lap
swimming for exercise fall into this group. Their preference is 50M or 25Y lap lanes, and they
have little concern for the social aspects of aquatics.
Occasional Users: Some multi-sport athletes, some lap swimmers and individuals using the pool
for other fitness purposes such as water walking or group exercise fall into this group. Also
included in this group are some families. Their preference is the inclusion of lap lanes, but also
shallow and deep water and varied water temperatures.
Infrequent Users: Families and non-lap swimmers fall into this group. Their preference has little
to do with exercise in the water. They are looking for shallow water, interactive play features and
warm water. Being in the water is merely enough for this group, and the social aspect is
significantly more important than exercise or competition.
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Swimming Cross-Participation: As part of the annual survey conducted by the NSGA, cross
participation analysis is conducted. The chart below indicates the other activities that swimmers
participated in, compares that rate of participation to the national number and also provides an
index.
Table U – Swimming Cross-Participation
Activity % Swimmer Part. Total US Part. Index
Exercise Walking 45.5% 36.2% 126
Running/Jogging 28.7% 14.9% 192
Exercising w/ Equip. 28.1% 19.1% 147
Bicycle Riding 27.7% 12.3% 224
Aerobic Exercising 22.9% 15.3% 149
Weightlifting 19.1% 11.8% 162
Basketball 18.8% 8.2% 229
Work Out @ Club 18.7% 12.5% 150
Yoga 17.6% 10.1% 174
Tennis 11.8% 4.3% 275
Soccer 11.7% 4.7% 251
Volleyball 11.0% 3.5% 311
Baseball 9.9% 3.9% 251
Ice/Figure Skating 7.5% 2.5% 296
Softball 6.7% 3.3% 202
Gymnastics 4.8% 1.9% 253
Martial Arts/MMA 3.8% 2.2% 175
Wrestling 2.6% 1.0% 266
Lacrosse 1.7% 1.0% 179
Hockey (ice) 1.4% 1.2% 117
Activity: Various activities that could take place around a pool or recreation facility.
% of Swimmer Part.: Percent of swimmers that participate in the corresponding activity.
Total US Part.: Total percent of US population that participates in an activity.
Index: National index is 100.
Based upon the 20 activities listed above the rate of swimmer participation in those activities is
greater than the national participation rate in all activities.
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Participation by Ethnicity and Race: The table below compares the overall rate of participation
nationally with the rate for Hispanics and African Americans. Utilizing information provided by
the National Sporting Goods Association's 2014 survey, the following comparisons are possible.
Table V – Comparison of National, African American and Hispanic Participation Rates
Indoor Activity Primary
Service Area
National
Participation
African
American
Participation
Hispanic
Participation
Aerobics 15.5% 15.3% 12.0% 15.4%
Basketball 8.5% 8.2% 11.9% 7.2%
Cheerleading 1.4% 1.3% 1.4% 1.2%
Exercise Walking 34.6% 36.2% 23.6% 30.3%
Exercise w/ Equipment 18.7% 19.1% 12.2% 16.1%
Gymnastics 2.2% 1.9% 3.4% 2.4%
Martial Arts / MMA 2.3% 2.2% 1.7% 2.2%
Running/Jogging 15.2% 14.9% 10.3% 16.9%
Swimming 16.6% 15.9% 5.9% 12.0%
Volleyball 3.8% 3.5% 3.3% 3.4%
Weight Lifting 11.8% 11.8% 8.2% 12.3%
Workout @ Clubs 12.3% 12.5% 9.0% 12.0%
Wrestling 1.2% 1.0% 1.0% 1.9%
Yoga 10.6% 10.1% 6.5% 10.3%
Primary Service Part: The unique participation percentage developed for the Primary Service Area.
National Rate: The national percentage of individuals who participate in the given activity.
African American Rate: The percentage of African-Americans who participate in the given activity.
Hispanic Rate: The percentage of Hispanics who participate in the given activity.
There is a significant Hispanic population in the Primary Service Area. As such these numbers
play more of a factor with regards to overall participation.
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Summary of Sports Participation: The following chart summarizes participation in both indoor
and outdoor activities utilizing information from the 2014 National Sporting Goods Association
survey.
Table W – Sports Participation Summary
Sport Nat’l
Rank5
Nat’l Participation
(in millions)
Primary
Service
Primary Service
Area Percentage
Exercise Walking 1 104.3 1 34.6%
Exercising w/ Equipment 2 55.1 2 18.7%
Swimming 3 45.9 3 16.6%
Aerobic Exercising 4 44.2 4 15.5%
Running/Jogging 5 43.0 5 15.2%
Workout @ Club 8 35.9 6 12.3%
Weight Lifting 11 34.0 7 11.8%
Yoga 13 29.2 8 10.6%
Basketball 14 23.7 9 8.5%
Volleyball 24 10.2 10 3.8%
Martial Arts / MMA 36 6.3 11 2.3%
Gymnastics 39 5.4 12 2.2%
Cheerleading 46 3.6 13 1.4%
Wrestling 50 2.9 14 1.2%
Nat’l Rank: Popularity of sport based on national survey.
Nat’l Participation: Population that participates in this sport based on the national survey.
Primary Service Rank: The rank of the activity within the Primary Service Area.
Primary Service %: Percentage of the population that participates in activities based upon average from
Table-Q.
5 This rank is based upon the 54 activities reported on by NSGA in their 2014 survey instrument.
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Chart N – Sports Participation in Primary Service Area
1.2%
1.4%
2.2%
2.3%
3.8%
8.5%
10.6%
11.8%
12.3%
15.2%
15.5%
16.6%
18.7%
34.6%
0.0%5.0%10.0%15.0%20.0%25.0%30.0%35.0%40.0%
Wrestling
Cheerleading
Gymnastics
Martial Arts / MMA
Volleyball
Basketball
Yoga
Weight Lifting
Workout @ Club
Running/Jogging
Aerobic Exercising
Swimming
Exercising w/ Equipment
Exercise Walking
Primary Service Area
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Market Potential Index for Adult Participation: In addition to examining the participation
numbers for various indoor activities through the NSGA 2014 Survey and the Spending Potential
Index for Entertainment & Recreation, B*K can access information about Sports & Leisure Market
Potential. The following information illustrates participation rates for adults in various activities
in the Primary Service Area.
Table X – Market Potential Index for Adult Participation in Activities
Adults participated in: Expected
Number of Adults
Percent of
Population
MPI
Aerobics 4,237 9.0% 101
Basketball 3,837 8.2% 98
Bicycling (road) 4,001 8.5% 87
Jogging/Running 6,406 13.6% 107
Pilates 1,320 2.8% 101
Swimming 7,622 16.2% 102
Volleyball 1,701 3.6% 102
Walking for Exercise 11,220 23.9% 85
Weight Lifting 5,040 10.7% 101
Yoga 3,151 6.7% 94
Expected # of Adults: Number of adults, 18 years of age and older, participating in the activity in the Primary
Service Area.
Percent of Population: Percent of the service area that participates in the activity.
MPI: Market potential index as compared to the national number of 100.
This table indicates that the overall propensity for adults to participate in the various activities
listed is greater than the national number of 100 in 6 of 10 instances. In many cases when a
participation number is lower than the National number, primary factors include a lack of facilities
or an inability to pay for services and programs.
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Map F – Market Potential Index for Adult Participation in Swimming by Census Tract
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Sports Participation Trends: Below are listed a number of sports activities and the percentage
of growth or decline that each has experienced nationally over the last ten years (2005-2014).
Table Y – National Activity Trend (in millions)
Increasing in Popularity
2005 Participation 2014 Participation Percent Change
Lacrosse6 1.2 2.8 133.3%
Kayaking7 5.9 9.0 52.5%
Running/Jogging 29.2 43.0 47.3%
Hockey (ice) 2.4 3.4 41.7%
Yoga8 20.7 29.2 41.1%
Gymnastics9 3.9 5.4 38.5%
Hiking 29.8 41.1 37.9%
Aerobic Exercising 33.7 44.2 31.2%
Exercise Walking 86.0 104.3 21.3%
Tennis 11.1 12.4 11.7%
Cheerleading 3.3 3.6 9.1%
Workout @ Club 34.7 35.9 3.5%
Canoeing10 7.1 7.3 2.8%
Exercising w/ Equipment 54.2 55.1 1.7%
Ice/Figure Skating11 6.7 7.3 1.4%
6 Growth since 2007.
7 Growth since 2007.
8 Growth since 2007.
9 Growth since 2009.
10 Growth since 2006.
11 Growth since 2013.
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Decreasing in Popularity
2005 Participation 2014 Participation Percent Change
Martial Arts / MMA12 6.4 6.3 -1.6%
Weight Lifting 35.5 34.0 -4.2%
Soccer 14.1 13.4 -5.0%
Boxing13 3.8 3.4 -10.5%
Camping 46.0 39.5 -14.1%
Bicycle Riding 43.1 35.6 -17.4%
Basketball 29.9 23.7 -20.7%
Swimming 58.0 45.9 -20.9%
Fishing (fresh water) 37.5 29.4 -21.6%
Baseball 14.6 11.3 -22.6%
Volleyball 13.2 10.2 -22.7%
Wrestling 0.0 2.9 -23.7%
Football (tackle) 9.9 7.5 -24.2%
Golf 24.7 18.4 -25.5%
Softball 14.1 9.5 -32.6%
Boating 27.5 14.1 -48.7%
Skateboarding 12.0 5.4 -55.0%
2014 Participation: The number of participants per year in the activity (in millions) in the United States.
2005 Participation: The number of participants per year in the activity (in millions) in the United States.
Percent Change: The percent change in the level of participation from 2005 to 2014.
It is significant that swimming has declined in overall popularity in the United States by nearly
21% in the last ten years. However, there were still nearly 46 million people that participated in
swimming in 2014.
12 Growth since 2013.
13 Growth since 2013.
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Chart O – Participation in Swimming:
While the national participation in swimming has been trending downward, USA Swimming has
reported record registration numbers in the past 10 years. Additionally, swimming participation
tends to see an increase in Olympic years. Although swimming has decreased the total number of
participation is still in the top three of the National Sport Goods Association and is one of the few
activities that individuals can participate in from birth to death.
0
10
20
30
40
50
60
70
1990 1995 2000 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014
67.5
61.5 58.8 58.0
46.5
52.3 53.5 50.2 51.9
46.0 48.6 45.5 45.9
Ag
e
Participation in Millions Nationally
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Sports & Fitness Industry Association: Another source of sports participation statistics is
through the SFIA. The following table indicates the rate of participation in different sports
activities by age generation.
Chart P – SFIA Sports Activity Participation by Generation
Aquatic Activity Trends: The following table looks at the participation trends in these specific
aquatic activities over the last 5 years
Table Z – SFIA Aquatic Activity Trends (in millions)
2009 Participation 2014 Participation Percent Change
Triathlon 1.1 2.2 +91.9%
Swim for Fitness 21.5 25.3 +17.6%
Swimming on a Team 2.4 2.7 +14.7%
Aquatic Exercise 9.0 9.1 +1.8%
Note: Swim for Fitness and Swimming on a Team statistics are from 2011 to 2014.
It is significant that each of the aquatic activities has seen an increase over the last five years.
0
10
20
30
40
50
60
70
Individual
Sports
Racquet
Sports
Team Sports Outdoor
Sports
Water Sports Fitness Sports
Pe
r
c
e
n
t
a
g
e
o
f
A
g
e
G
r
o
u
p
Boomers (1945-1964)Gen X (1965-1979)Millennials (1980-1999)Gen Z (2000+)
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Non-Sport Participation Statistics: It is important to note participation rates in non-sport
activities as well. While there is not an abundance of information available for participation in
these types of activities as compared to sport activities, there are statistics that can be utilized to
help determine the market for cultural arts activities and events.
There are many ways to measure a nation’s cultural vitality. One way is to chart the public’s
involvement with arts events and other activities over time. The NEA’s Survey of Publi c
Participation in the Arts remains the largest periodic study of arts participation in the United States,
and it is conducted in partnership with the U.S. Census Bureau. The large number of survey
respondents – similar in make-up to the total U.S. adult population – permits a statistical snapshot
of American’s engagement with the arts by frequency and activity type. The survey has taken
place five times since 1982, allowing researchers to compare the trends not only for the total adult
population but also for demographic subgroups.14
The participation numbers for these activities are national numbers.
14 National Endowment for the Arts, Arts Participation 2008 Highlights from a National Survey.
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Table AA – Percentage of U.S. Adult Population Attending Arts Performances: 1982 -2008
Rate of Change
1982 1992 2002 2008 2002-2008 1982-2008
Jazz 9.6% 10.6% 10.8% 7.8% -28% -19%
Classical Music 13.0% 12.5% 11.6% 9.3% -20% -29%
Opera 3.0% 3.3% 3.2% 2.1% -34% -30%
Musical Plays 18.6% 17.4% 17.1% 16.7% -2% -10%
Non-Musical Plays 11.9% 13.5% 12.3% 9.4% -24% -21%
Ballet 4.2% 4.7% 3.9% 2.9% -26% -31%
Smaller percentages of adults attended performing arts events than in previous years.
Opera and jazz participation significantly decreased for the first time, with attendance rates
falling below what they were in 1982.
Classical music attendance continued to decline – at a 29% rate since 1982 – with the
steepest drop occurring from 2002 to 2008
Only musical play saw no statistically significant change in attendance since 2002.
Chart Q – Percentage of U.S. Adult Population Attending Arts Performances:
0.0%
2.0%
4.0%
6.0%
8.0%
10.0%
12.0%
14.0%
16.0%
18.0%
20.0%
Jazz Classical
Music
Opera Musical Plays Non-Musical
Plays
Ballet
Ag
e
1982 1992 2002 2008
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Table AB – Percentage of U.S. Adult Population Attending Art Museums, Parks, and
Festivals: 1982-2008
Rate of Change
1982 1992 2002 2008 2002-2008 1982-2008
Art
Museums/Galleries
22.1% 26.7% 26.5% 22.7% -14% +3%
Parks/Historical
Buildings
37.0% 34.5% 31.6% 24.9% -21% -33%
Craft/Visual Arts
Festivals
39.0% 40.7% 33.4% 24.5% -27% -37%
Attendance for the most popular types of arts events – such as museums and craft fairs – also
declined.
After topping 26% in 1992 and 2002, the art museum attendance rate slipped to 23 percent
in 2008 – comparable to the 1982 level.
The proportion of the U.S. adults touring parks or historical buildings has diminished by
one-third since 1982.
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Table AC – Median Age of Arts Attendees: 1982-2008
Rate of Change
1982 1992 2002 2008 2002-2008 1982-2008
U.S. Adults, Average 39 41 43 45 +2 +6
Jazz 29 37 43 46 +4 +17
Classical Music 40 44 47 49 +2 +9
Opera 43 44 47 48 +1 +5
Musicals 39 42 44 45 +1 +6
Non-Musical Plays 39 42 44 47 +3 +8
Ballet 37 40 44 46 +2 +9
Art Museums 36 39 44 43 -1 +7
Long-term trends suggest fundamental shifts in the relationship between age and arts attendance.
Performing arts attendees are increasingly older than the average U.S. adult.
Jazz concert-goers are no longer the youngest group of arts participants.
Since 1982, young adult (18-24-year-old) attendance rates have declined significantly for
jazz, classical music, ballet, and non-musical plays.
From 2002 to 2008, however, 45-54-year-olds – historically a significant component of
arts audiences – showed the steepest declines in attendance for most arts events.
Chart R – Percentage of U.S. Adult Population Attending Arts Performances:
0
5
10
15
20
25
30
35
40
45
50
Jazz Classical
Music
Opera Musical
Plays
Non-Musical
Plays
Ballet Art Museums
Ag
e
1982 1992 2002 2008
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Table AD – Percentage of U.S. Adult Population Performing or Creating Art: 1992-2008
Rate of Change
1992 2002 2008 2002-2008 1982-2008
Performing:
Jazz 1.7% 1.3% 1.3% +0.0% -0.4%
Classical Music 4.2% 1.8% 3.0% +1.2% -1.2%
Opera 1.1% 0.7% 0.4% -0.3% -0.7%
Choir/Chorus 6.3% 4.8% 5.2% +0.4% -1.1%
Musical Plays 3.8% 2.4% 0.9% -1.5% -2.9%
Non-Musical Plays 1.6% 1.4% 0.8% -0.6% -0.8%
Dance 8.1% 4.3% 2.1% -2.2% -6.0%
Making:
Painting/Drawing 9.6% 8.6% 9.0% +0.4% -0.6%
Pottery/Ceramics 8.4% 6.9% 6.0% -0.9% -2.4%
Weaving/Sewing 24.8% 16.0% 13.1% -2.9% -11.7%
Photography 11.6% 11.5% 14.7% +3.2% +3.1%
Creative Writing 7.4% 7.0% 6.9% -0.1% -0.5%
Adults are creating or performing at lower rates – despite opportunities for displaying their work
line.
Only photography increased from 1992 to 2008 – reflecting, perhaps, greater access
through digital media.
The proportion of U.S. adults doing creative writing has hovered around 7.0 percent.
The rate of classical music performance slipped from 1992 to 2002 then grew over the next
six years.
The adult participation rate for weaving or sewing was almost twice as great in 1992 as in
2008. This activity remains one of the most popular forms of art creation.
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Table AE – Percentage of U.S. Adult Population Viewing or Listening to Art Broadcasts or
Recordings, 2008 (online media included)
Percentage Millions of Adults
Jazz 14.2% 31.9
Classical Music 17.8% 40.0
Latin or Salsa Music 14.9% 33.5
Opera 4.9% 11.0
Musical Plays 7.9% 17.8
Non-Musical Plays 6.8% 15.3
Dance 8.0% 18.0
Programs about the visual arts 15.0% 33.7
Programs about books/writers 15.0% 33.7
As in previous years, more Americans view or listen to broadcasts and recordings of arts events
than attend them live.
The sole exception is live theater, which still attracts more adults than broadcasts or
recordings of plays or musicals (online media included).
Classical music broadcasts or recordings attract the greatest number of adult listeners,
followed by Latin or salsa music.
33.7 million Americans listened to or watched programs or recordings about books.
Chart S – Percentage of U.S. Adult Population Attending Arts Performances:
0.0
5.0
10.0
15.0
20.0
25.0
30.0
35.0
40.0
Jazz Classical
Music
Latin/Salsa Opera Musical Plays Non-Musical
Plays
Dance Viscual Arts Books/Writers
31.9
40.0
33.5
11.0
17.8
15.3
18.0
33.7 33.7
Ag
e
Millions of Adults
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Aquatic Participation Trends: Swimming is one of the most popular sports and leisure activities,
meaning that there is a significant market for aquatic pursuits. Approximately 16.4% of the
population in the Pacific region of the country participates in aquatic activities. This is a significant
segment of the population.
Despite the recent emphasis on recreational swimming the more traditional aspects of aquatics
(including swim teams, instruction and aqua fitness) remain as an important part of most aquatic
centers. The life safety issues associated with teaching children how to swim is a critical concern
in most communities and competitive swim team programs through USA Swimming, high schools,
masters, and other community based organizations continue to be important. Aqua fitness, from
aqua exercise to lap swimming, has enjoyed strong growth during the last ten years with the
realization of the benefits of water-based exercise.
A competitive pool allows for a variety of aquatic activities to take place simultaneously and can
handle aqua exercise classes, learn to swim programs as well competitive swim training and meets
(short course and possibly long course). In communities where there are a number of competitive
swim programs, utilizing a pool with 8 lanes or more is usually important. A competitive pool
that is designed for hosting meets will allow a community to build a more regional or even national
identity as a site for competitive swimming. However, it should be realized that regional and
national swim meets are difficult to obtain on a regular basis, take a considerable amount of time,
effort and money to run; can be disruptive to the regular user groups and can be financial losers
for the facility itself. On the other side such events can provide a strong economic stimulus to the
overall community.
Competitive diving is an activity that is often found in connection with competitive swimming.
Most high school and regional diving competition centers on the 1-meter board with some 3 meter
events (non-high school). The competitive diving market, unlike swimming, is usually very small
(usually 10% to 20% the size of the competitive swim market) and has been decreasing steadily
over the last ten years or more. As a result, many states have or are considering the elimination of
diving as a part of high school swimming. Diving programs have been more viable in markets
with larger populations and where there are coaches with strong diving reputations. Moving from
springboard diving to platform (5 meter and 10 meter, and sometimes 3 and 7.5 meters), the market
for divers drops even more while the cost of construction with deeper pool depths and higher dive
towers becomes significantly larger. Platform diving is usually only a competitive event in
regional and national diving competitions. As a result, the need for inclusion of diving platforms
in a competitive aquatic facility needs to be carefully studied to determine the true economic
feasibility of such an amenity.
There are a couple of other aquatic sports that are often competing for pool time at competitive
aquatic centers. However, their competition base and number of participants is relatively small.
Water polo is a sport that continues to be reasonably popular on the west coast but is not nearly as
strong in Washington and uses a space of 25 yards or meters by 45-66 feet wide (the basic size of
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an 8 lane, 25-yard pool). However, a minimum depth of 6 foot 6 inches is required which is often
difficult to find in more community based facilities. Synchronized swimming also utilizes aquatic
facilities for their sport and they also require deeper water of 7-8 feet. This also makes the use of
some community pools difficult.
Without doubt the hottest trend in aquatics is the leisure pool concept. This idea of incorporating
slides, lazy rivers (or current channels), fountains, zero depth entry and other water features into a
pool’s design has proved to be extremely popular for the recreational user. The age of the
conventional pool in most recreational settings has greatly diminished. Leisure pools appeal to
the younger kids (who are the largest segment of the population that swims) and to families. These
types of facilities are able to attract and draw larger crowds and people tend to come from a further
distance and stay longer to utilize such pools. This all translates into the potential to sell more
admissions and increase revenues. It is estimated conservatively that a leisure pool can generate
up to 30% more revenue than a comparable conventional pool and the cost of operation while
being higher, has been offset through increased revenues. Of note is the fact that patrons seem
willing to pay a higher user fee with this type of pool that is in a park like setting than a
conventional aquatics facility.
Another trend that is growing more popular in the aquatic’s field is the development of a raised
temperature therapy pool for relaxation, socialization, and rehabilitation. This has been effective
in bringing in swimmers who are looking for a different experience and non-swimmers who want
the advantages of warm water in a different setting. The development of natural landscapes has
enhanced this type of amenity and created a pleasant atmosphere for adult socialization.
The multi-function indoor aquatic center concept of delivering aquatics services continues to grow
in acceptance with the idea of providing for a variety of aquatics activities and programs in an
open design setting that features a lot of natural light, interactive play features and access to an
outdoor sun deck. The placing of traditional instructional/competitive pools, with shallow
depth/interactive leisure pools and therapy water, in the same facility has been well received in the
market. This idea has proven to be financially successful by centralizing pool operations for
recreation service providers and through increased generation of revenues from patrons willing to
pay for an aquatics experience that is new and exciting. Indoor aquatic centers have been
instrumental in developing a true family appeal for community-based facilities. The keys to
success for this type of center revolve around the concept of intergenerational use in a quality
facility that has an exciting and vibrant feel in an outdoor like atmosphere.
Also changing is the orientation of aquatic centers from stand-alone facilities that only have
aquatic features to more of a full-service recreation center that has fitness, sports and community
based amenities. This change has allowed for a better rate of cost recovery and stronger rates of
use of the aquatic portion of the facility as well as the other “dry side” amenities.
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Aquatic Facilities Market Orientation: Based on the market information, the existing pools,
and typical aquatic needs within a community, there are specific market areas that need to be
addressed with any aquatic facility. These include:
1. Leisure/recreation aquatic activities - This includes a variety of activities found at leisure
pools with zero depth entry, warm water, play apparatus, slides, seating areas and deck
space. These are often combined with other non-aquatic areas such as concessions and
birthday party or other group event areas.
2. Instructional programming - The primary emphasis is on teaching swimming and
lifesaving skills to many different age groups. These activities have traditionally taken
place in more conventional pool configurations but should not be confined to just these
spaces. Reasonably warm water, shallow depth with deeper water (4 ft. or more), and open
expanses of water are necessary for instructional activities. Easy pool access, a viewing
area for parents, and deck space for instructors is also crucial.
3. Fitness programming - These types of activities continue to grow in popularity among a
large segment of the population. From aqua exercise classes, to lap swimming times, these
programs take place in more traditional settings that have lap lanes and large open expanses
of water available at a 3 1/2 to 5 ft. depth.
4. Therapy – A growing market segment for many aquatic centers is the use of warm, shallow
water for therapy and rehabilitation purposes. Many of these services are offered by
medically based organizations that partner with the center for this purpose.
5. Competitive swimming/diving - Swim team competition and training for youth, adults
and seniors requires a traditional 6 to 10 lane pool with a 1 and/or 3 meter diving boards at
a length of 25 yards or 50 meters. Ideally, the pool depth should be no less than 4 ft. deep
at the turn end and 6 feet for starts (7 is preferred). Spectator seating and deck space for
staging meets is necessary. This market usually has strong demands for competitive pool
space and time during prime times of center use.
6. Specialized uses – Activities such as water polo and synchronized swimming can also take
place in competitive pool areas as long as the pool is deep enough (7 ft. minimum) and the
pool area is large enough. However, these are activities that have small participant
numbers and require relatively large pool areas. As a result, it may be difficult to meet the
needs of specialized uses on a regular basis.
7. Social/relaxation - The appeal of using an aquatics area for relaxation has become a
primary focus of many aquatic facilities. This concept has been very effective in drawing
non-swimmers to aquatic facilities and expanding the market beyond the traditional
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swimming boundaries. The use of natural landscapes and creative pool designs that
integrate the social elements with swimming activities has been most effective in reaching
this market segment.
8. Special events/rentals - There is a market for special events including kid’s birthday
parties, corporate events, community organization functions, and general rentals to outside
groups. The development of this market will aid in the generation of additional revenues
and these events/rentals can often be planned for after or before regular hours or during
slow use times. It is important that special events or rentals not adversely affect daily
operations or overall center use.
Specific market segments include:
1. Families - Within this market, an orientation towards family activities is essential. The
ability to have family members of different ages participate in a fun and vibrant facility is
essential.
2. Pre-school children - The needs of pre-school age children need to be met with very
shallow or zero depth water which is warm and has play apparatus designed for their use.
Interactive programming involving parents and toddlers can also be conducted in more
traditional aquatic areas as well.
3. School age youth - A major focus of most pools is to meet the needs of this age group
from recreational swimming to competitive aquatics. The leisure components such as
slides, fountains, lazy rivers and zero depth will help to bring these individuals to the pool
on a regular basis for drop-in recreational swimming. The lap lanes provide the opportunity
and space necessary for instructional programs and aquatic team use.
4. Teens - Another aspect of many pools is meeting the needs of the teenage population.
Serving the needs of this age group will require leisure pool amenities that will keep their
interest (slides) as well as the designation of certain “teen” times of use.
5. Adults – This age group has a variety of needs from aquatic exercise classes to lap
swimming, triathlon training and competitive swimming through the master’s program.
6. Seniors - As the population of the United States and the service area continues to age,
meeting the needs of an older senior population will be essential. A more active and
physically oriented senior is now demanding services to ensure their continued health.
Aqua exercise, lap swimming, therapeutic conditioning and even learn to swim classes
have proven to be popular with this age group.
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7. Special needs population - This is a secondary market, but with the A.D.A. requirements
and the existence of shallow warm water and other components, the amenities are present
to develop programs for this population segment. Association with a hospital and other
therapeutic and social service agencies will be necessary to reach this market.
8. Special interest groups - These include swim teams (and other aquatic teams), school
district teams, day care centers and social service organizations. While the needs of these
groups can be great, their demands on an aquatics center can often be incompatible with
the overall mission of the facility. Care must be taken to ensure that special interest groups
are not allowed to dictate use patterns for the center.
With the proper pools and strong utilization of the aquatics area, it is possible to meet most of the
varied market orientations as outlined above.
Recreation Activity and Facility Trends: There continues to be very strong growth in the
number of people participating in recreation and leisure activities. The Physical Activity Council
in its 2013 study indicated that 33% of Americans (age 6 and older) are active to a healthy level.
However, the study also indicated that 28% of Americans were inactive. It is estimated that one
in five Americans over the age of six participates in some form of fitness related activity at least
once a week. American Sports Data, Inc. reported that membership in U.S. health clubs has
increased by 10.8% from 2009 to 2010, and memberships in health clubs reached an all-time high
of 50.2 million in 2010. Statistics also indicate that approximately 12 out of every 100 people of
the U.S. population (or 12%) belong to a health club. On the other side most public recreation
centers attract between 20% and 30% of a market area (more than once) during the course of a
year. All of this indicates the relative strength of a market for a community recreation facility.
However, despite these increases the American population as a whole continues to lead a rather
sedentary life with an average of 25% of people across the country reporting that they engage in
no physical activity (according to The Center for Disease Control).
One of the areas of greatest participant growth over the last 10 years is in fitness related activities
such as exercise with equipment, aerobic exercise and group cycling. This is also the most volatile
area of growth with specific interest areas soaring in popularity for a couple of years only to be
replaced by a new activity for the coming years. Also showing particularly strong growth numbers
are ice hockey and running/jogging while swimming participation remains consistently high
despite recent drops in overall numbers. It is significant that many of the activities that can take
place in an indoor recreation setting are ranked in the top fifteen in overall participation by the
National Sporting Goods Association.
Due to the increasing recreational demands there has been a shortage in most communities of the
following spaces:
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Gymnasiums
Pools (especially leisure pools)
Weight/cardiovascular equipment areas
Indoor running/walking tracks
Meeting/multipurpose (general program) space
Senior’s program space
Pre-school and youth space
Teen use areas
Fieldhouses
As a result, many communities have attempted to include these amenities in public community
recreation facilities. With the growth in youth sports and the high demand for school gyms, most
communities are experiencing an acute lack of gymnasium space. Weight/cardiovascular space is
also in high demand and provides a facility with the potential to generate significant revenues.
The success of most recreation departments is dependent on meeting the recreational needs of a
variety of individuals. The fastest growing segment of society is the senior population and meeting
the needs of this group is especially important now and will only grow more so in the coming
years. Indoor walking tracks, exercise areas, pools and classroom spaces are important to this age
group. Marketing to the younger more active senior (usually age 55-70) is paramount, as this age
group has the free time available to participate in leisure activities, the desire to remain fit, and
more importantly the disposable income to pay for such services.
Youth programming has always been a cornerstone for recreation services and will continue to be
so with an increased emphasis on teen needs and providing a deterrent to juvenile crime. With a
continuing increase in single parent households and two working parent families, the needs of
school age children for before and after school child care continues to grow as does the need for
preschool programming.
As more and more communities attempt to develop community recreation facilities the issues of
competition with other providers in the market area have inevitably been raised. The loudest
objections have come from the private health club market and their industry voice IHRSA. The
private sector has vigorously contended that public facilities unfairly compete with them in the
market and have spent considerable resources attempting to derail public projects. However, the
reality is that in most markets where public community recreation centers have been built, the
private sector has not been adversely affected and in fact in many cases has continued to grow.
This is due in large part to the fact that public and private providers serve markedly different
markets. One of the other issues of competition comes from the non-profit sector (primarily
YMCA's but also JCC’s, and others), where the market is much closer to that of the public
providers. While not as vociferous as the private providers, the non-profits have also often
expressed concern over public community recreation centers. What has resulted from this is a
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strong growth in the number of partnerships that have occurred between the public and non-profit
sector in an attempt to bring the best recreation amenities to a community.
Community Center Benchmarks: Based on market research conducted by Ballard*King &
Associates at community centers across the United States, the following represents the basic
benchmarks.
The majority of community centers that are being built today are between 65,000 and 75,000
square feet. Most centers include three primary components A) A pool area usually with
competitive and leisure amenities, B) Multipurpose gymnasium space, and C)
Weight/cardiovascular equipment area. In addition, most centers also have group exercise
rooms, drop-in childcare, and classroom and/or community spaces.
For most centers to have an opportunity to cover all of their operating expenses with revenues,
they must have a service population of at least 30,000 and an aggressive fee structure.
Most centers that are between 65,000 and 75,000 square feet have an operati ng budget of
between $1,500,000 and $1,800,000 annually. Nearly 65% of the operating costs are from
personnel services, followed by approximately 25% for contractual services, 8% for
commodities, and 2% for capital replacement.
For centers that serve a more urban population and have a market driven fee structure, they
should be able to recover 70% to 100% of operating expenses. For centers in more rural areas
the recovery rate is generally 50% to 75%. Facilities that can consistently cover all of their
operating expenses with revenues are rare. The first true benchmark year of operation does
not occur until the third full year of operation.
The majority of centers of the size noted (and in an urban environment) above average daily
paid attendance of 800 to as much as 1,000 per day. These centers will also typically sell
between 800 and 1,500 annual passes (depending on the fee structure and marketing program).
It is common for most centers to have a three-tiered fee structure that offers daily, extended
visit (usually punch cards) passes, and annual passes. In urban areas it is common to have
resident and non-resident fees. Non-resident rates can cost 25% to 50% higher than the resident
rate and are usually a topic of discussion amongst elected officials. Daily rates for residents
average between $3.00 and $6.00 for adults, $3.00 and $4.00 for youth and the same for
seniors. Annual rates for residents average between $200 and $300 for adults, and $100 and
$200 for youth and seniors. Family annual passes tend to be heavily discounted and run
between $350 and $800.
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Most centers are open an average of 105 hours a week, with weekday hours being 5:00 am to
10:00 pm, Saturdays 8:00 am to 8:00 pm and Sundays from noon to 8:00 pm. There is now a
trend to open earlier on Sundays as well. Often hours are shorter during the summer months.
Note: These statistics vary by regions of the country.
Tri-Cities Area Aquatic Facilities Assessment: Within the Tri-Cities area there are a limited
number of indoor and outdoor pools to serve a large population base.
Public and Non-Profit Providers
It is almost impossible to imagine that in a market area of over 220,000 people that there is not a
single indoor public or non-profit pool. The closest public indoor pools are located to the south in
Hermiston, Oregon or to the northwest in Yakima. The first true indoor competitive pool (10 lane
by 25 yard) that is large enough to host a significant swim meet is located even further north in
Ellensburg at Central Washington University.
While there are not any indoor public pools in the market area, there are a significant number of
outdoor public pools in the Tri-Cities area. This includes:
City of Pasco – The City has one outdoor community pool, Memorial Pool, which is a 50 meter
and a small leisure pool with slides. This pool was rebuilt in 2009 and it is utilized extensively by
the Channel Cats swim team during the summer months. In the last several years, the City closed
two very small neighborhood based rectangular pools (Richardson Pool and Kurtzman Pool).
City of Richland – The City operates the George Prout Memorial Pool which features a 6 lane x
25 yard tank with an attached diving well with a 1 and 3 meter board. The City also operates
Badger Mountain Splash and Play which is a nearly 6,000 sq.ft. water playground.
City of Kennewick – The City has one outdoor pool, the Kenneth Serier Memorial Pool, which is
a 6 lane x 25 yard pool, separate diving pool with two 1 meter boards, wading pool and splash pad.
There is also a concession area associated with the pool. The City also has a splash pool at the
Civic Center and three aquatic playgrounds (Grange, Columbia and Underwood parks).
Many years ago the YMCA operated an indoor pool and the Navy had an indoor 50 meter pool as
well.
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Pasco Memorial Pool Kenneth Serier Memorial Pool
Private
The other provider of aquatics facilities is the private sector. With the lack of public indoor
facilities, the private sector has taken on the unusual role of being the primary provider of indoor
aquatic facilities in the Tri-Cities area.
Columbia Basin Racquet Club – This large multifaceted health club located in Richland has an
indoor 4 lane x 25 meter lap pool with a hot tub. There is also an outdoor 5 lane x 25 meter pool
that is bubbled in the winter to provide a second indoor pool. The 5 lane pool is utilized by the
Channel Cats swim team during the winter months.
Tri-City Court Club – This is also a large health club that is located in Kennewick. It features an
indoor 4 lane x 25 yard lap pool with a hot tub as well as a 5 lane x 25 yard pool that is used
extensively by the Channel Cats. In addition, the club also has a significant outdoor leisure pool
that has been built in a small area but it does contain slides and interactive water features.
Kia Ora Fitness – This is a smaller health club that is located in Kennewick but it does have a 4
lane x 25 meter lap pool that is also utilized by the Channel Cats swim team on occasions.
Gold’s Gym – This Kennewick health club has a 3 lane lap pool as part of its facility.
LifeQuest – Located across the parking lot from the TRAC, this health club has recently built an
indoor pool with a number of lap lanes.
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Columbia Basin Racquet Club Pool Tri-City Court Club Pool
In addition to the private pools that are noted above, many HOA’s in the Tri-Cities area also have
small outdoor pools that are available to their residents. At one time there was also a large private
outdoor water park (Oasis Water Park) which has since closed. However, there is a plan to possibly
develop an indoor water park as part of a hotel (the project would be called Bahama Breeze) similar
to the Great Wolf Lodge concept. This type of facility has very little appeal to locals since an
overnight stay at the hotel is generally required to use the water park.
Tri-Cities Aquatic Facilities Summary: The following is a summary of the Tri-Cities area
aquatic facilities market.
There are no public indoor swimming pools located within the immediate Tri-Cities area.
There are also no non-profit indoor aquatic facilities.
Each of the cities in the area has outdoor swimming pools and there are a number of splash
pads located within Pasco, Kennewick and Richland.
There are not any true public, family focused, outdoor recreation pools in the market area.
The only facility of this nature is located at Tri-City Court Club.
The private health clubs in the area have had to fill the role of indoor aquatic facility
providers for the public as well as for most swim teams.
With the lack of indoor pools there are a very limited number of high school swim teams
and the USA team is limited in its size. There is also no way that any indoor swim meets
can be hosted in the area which further limits competitive swimming.
The public outdoor pools have very low fees for use and the private health clubs are not
charging significant fees for swim team use of their facilities.
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Pasco Recreation Facilities Assessment: In addition to aquatics, it is possible that the new
facility may have some “dry side” amenities. As a result, it is important to understand the market
for general indoor recreation facilities in Pasco. While an aquatic center may have a draw within
the greater Tri-Cities area, it is anticipated that the “dr y side” amenities will primarily appeal to
Pasco residents. Within Pasco there are a number of indoor sports, recreation and fitness facilities
available.
Public
The City of Pasco currently has three indoor facilities that are utilized for recreation purposes.
Senior Center – This facility is going to close in the very near future. The center has a game room,
computer lab, small library and a big multi-purpose room with a commercial kitchen. The senior
meal program will move to a new facility near City Hall.
City Hall Gym – Since City Hall was once Pasco High School, a gym still exists on site. The gym
is utilized by parks and recreation for a variety of programs.
MLK Gym – This gym is primarily programmed by the YMCA.
In addition to these facilities there are several other public centers.
Pasco School District – The schools have a number of gyms and other facilities that are utilized
by parks and recreation and other community organizations.
Columbia Basin College – The college has two indoor racquetball courts.
TRAC Center – Although this is really not a recreation facility, it is a large events center that hosts
a variety of activities. It is owned and operated by Franklin County.
Senior Center City Hall Gym
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In addition to these facilities, Richland has a new community center and there is the Southridge
Sports Pavilion in Kennewick.
Private
The other major provider of recreation, sports and fitness facilities is the private sector. While
there are a significant number of private health clubs in the Tri-Cities area, most of these are in the
Richland and Kennewick area. The following health clubs are located in Pasco.
LifeQuest – This is the most comprehensive health club in Pasco and in addition to having indoor
aquatics, the facility also has a strong fitness orientation as well as a gym, climbing wall and an
indoor turf field.
Broadmoor Fitness – This is a fitness center that offers a variety of group exercise classes as well
as personal training.
Wolfpack Women’s Fitness – This is a fitness center that focuses on women and it has a significant
weight/cardio area as well as group exercise studios.
In addition to these facilities, the other major private health clubs in the Tri-Cities area includes
the Columbia Basin Racquet Club, Tri-City Court Club and Kia Ora Fitness.
Pasco Recreation Facilities Summary: The following is a summary of the Pasco area indoor
recreation facilities market.
There is no true public community recreation center in Pasco with only smaller, single use
facilities.
The City of Pasco will be closing their senior center soon. This facility featured a large
multi-purpose room and a commercial kitchen.
LifeQuest is the only comprehensive private health club in Pasco proper.
Market Opportunities - Based on the other aquatic, recreation, sports and fitness facilities located
in Pasco and the Tri-Cities area, the following are market opportunities for a Pasco
Aquatic/Recreation Center.
There are no public indoor pools in the greater Tri-Cities market area. This has limited the
growth of competitive swimming as well as other forms of aquatic programming. There is
a very strong market for not only an indoor competitive pool but also for a facility that will
draw the recreational swimmers in the area.
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The City of Pasco does not have a comprehensive indoor recreation center to serve
residents needs and the senior center will be closing.
The vast majority of private health clubs are located in Richland and Kennewick leaving a
larger market in Pasco.
Pasco’s Memorial Pool serves the need for seasonal long course competitive swimming
(50-meter distance).
There is very limited outdoor leisure oriented aquatic facilities in the market leaving an
outstanding market for this type of facility.
With a population of almost 72,000 in the Primary Service Area, the market is more than
large enough to support a significant indoor and outdoor public aquatic center and an
indoor recreation center. The population is younger, has households with children and
reasonable household income levels. The population is expected to continue to grow at a
strong rate.
The proposed site for the aquatic/recreation center is easily accessible to people throughout
the Tri-Cities area.
The warm summer weather is advantageous to an outdoor aquatic element to the facility.
Market Constraints – In addition to the market opportunities, it is also important to analyze
possible market constraints. These include.
The fees being paid at most facilities for recreational swimming are at the low end of the
spectrum that will not allow for a more aggressive fee structure at a new Pasco facility.
Most competitive swim teams are also paying very low fees for the use of pools. This will
also affect the fees that will be able to be charged at a new competitive pool.
The City of Pasco does have two existing gyms that are currently being utilized for
recreation programming.
LifeQuest is a significant private center that offers not only fitness but also has indoor
aquatics, a gym and an indoor turf area.
MARKET ANALYSIS
Pasco Public Facilities District
Aquatic/Recreation Center Feasibility Study *
Page 63
The proposed site is at the far north end of Pasco making access from the southern area of
the city more difficult.
Despite the excellent market for a Pasco Aquatic/Recreation Center, the reality is that the
facility will likely not be able to cover its cost of operation by revenues generated from the
facility. The extent of the operational loss will be dependent on the amenities that are
ultimately included in the facilit y and the mix between aquatic and “dry side” amenities.
Even with the presence of a number of existing pools and indoor recreation, sports and fitness
facilities, there is still an outstanding market for a significant, publically owned, aquatic/recreation
center in Pasco. To be financially viable, the aquatic center will need to have a focus on
recreational swimming (slides, interactive play features, and shallow water) as well as more
traditional aquatic activities (lap swimming, competitive swimming, lessons and fitness). There
will also need to be a high level of aquatic programming offered as well. In addition, there will
need to be an, outdoor, recreationally focused aquatic center that will limit operational costs and
maximize revenues. It is also recommended that the facility include other “dry side” amenities
such as a gym space and possibly even fitness.