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Home My WebLink About3.B. YMCA Survey Results�ROSEMOUNT EXECUTIVE SUMMARY CITY COUNCIL City Council Work Session Meeting: May 15, 2013 AGENDA ITEM: YMCA Survey Results AG liTM& SECTION: fil6y-5 PREPARED BY: Dwight Johnson, City Administrator - AGENDA NO3 ATTACHMENTS: Survey Results APPROVED BY: 0 Di RECOMMENDED ACTION: Discussion only. BACKGROUND The City, DCTC and the YMCA jointly sponsored a survey of both residents and students at DCTC to determine the interest and feasibility of developing a YMCA Recreational Center in Rosemount on the northwest corner of the DCTC campus near County Road 42 and Akron Avenue. The consideration of a joint venture with the other partners has been on the Council's list of goals for the past several years. The overall results are now available and staff will highlight some of the key findings of the survey. YMCA Recreational Center in Rosemount Potential Market Survey Prepared for: The City of Rosemount, Dakota County Technical College, and the YMCA of the Greater Twin Cities April 2013 nderson, Niebuhr & Associates, Inc. Your Trusted Marketing Research Professionals Agenda ➢Background and Purpose ➢Research Method ➢Results — Residents ➢ResuIts — Students ➢Market Projections ➢Summary and Recommendations • The purpose of this research was to assess whether a YMCA Recreational Center on the DCTC campus can be successful. • Specifically, the YMCA of the Greater Twin Cities, City of Rosemount, and DCTC sought to learn the following: — Image and awareness of the YMCA brand — Fitness and programming needs for adults, students, families, youth, and seniors — Program preferences and desired amenities — Likelihood that residents would join a Rosemount YMCA on the DCTC campus — Likelihood that students would use a YMCA on campus and whether students would buy an upgraded family membership — How comfortable residents would be using the on- campus YMCA alongside DCTC students A. Niebuhr & Associates, Inc. Your Trusted Marketing Research Professionals Population and Sample ➢ Telephone survey of 350 residents in the Rosemount area ➢ Web survey of 350 full -time DCTC students Questionnaire Design ➢ The questionnaire was developed in collaboration with representatives from the YMCA, DCTC, and the City of Rosemount ➢ A pretest was conducted with residents and students Data Collection ➢ Phone surveys were conducted from January 23rd to February 22nd, 2013 Web data was collected from January 28th to February 12th. 2013 ➢ Data is accurate within +/- 5% at a 95% confidence level overall ➢ Response rate ➢ Residents: 79% ➢ Students: 20% ,Anderson, Niebuhr & Associates, Inc. "nuerson, ivieDunr oz NssociaLes, inc. lrvqw Resident Survey Findings: Image and Awareness Q1. How familiar are you with the YMCA? Base: N = 350 Swimming lessons Programs for children, youth, and teens Adult health and wellness programs Overnight camping and day camps for children and families Before- and after - school childcare programs Programs for adults, age 55 and older Childcare for infants to pre- kindergarten AL FL UJI 62% oll 61% Scholarships for families and children 46% 0% 20% 40% 60% ■ % Yes, Aware Q2. Before now, were you aware that YMCAs offer:* Base: N = 290 *Asl<ed only of those who are very or somewhat familiarwith the YMCA per Q1. 72% 71% 76% 80% 13% 100% Desired Characteristics of the YMCA Recreational Center Cardiovascular fitness machines Indoor walking and jogging track Strength conditioning machines and free weights Outdoor walking and jogging path Health and wellness programs A multi - purpose gymnasium Yoga classes and Pilates classes Group fitness classes Personal training and fitness assessments 0% 20% 40% 60% 80% 100% ■ Great deal of interest ■ Some interest Little interest ■ No interest at all Don't know Q3. The following are some programs and services the YMCA Recreational Center might offer you or your family. What is your or someone in your household's level of interest for each of these? Base: N = 350 Rehabilitation programs Climbing walls and indoor ropes courses Sports fitness training A collegiate -level field house Court sports Sports leagues for adults Sports rehab fitness Adaptive or disabled physical activity classes TRX suspension training room 0% 20% 40% 60% 80% 100% ® Great deal of interest ■ Some interest Little interest ■ No interest at all Don't know Q3. The following are some programs and services the YMCA Recreational Center might offer you or your family. What is your or someone in your household's level of interest for each of these? Base: N = 350 Indoor aquatic center Sauna or whirlpool adjacent to an indoor pool Indoor pool for lap swimming Age- specific swim lessons Warm water pool for water therapy Water aerobics or other water exercise classes 0% 20% 40% 60% 80% 100% ■ Great deal of interest ■ Some interest Little interest ■ No interest at all Don't know Q4. This new YMCA Recreational Center could offer a variety of different water facilities and activities. For each of the following, what is your or someone in your household's level of interest? Base: N = 350 Environmental and Outdoor Activities Health and Wellness Sustainability and Renewable Energy 0% 20% 40% 60% 80% 100% ■ Great deal of interest ■ Some interest Little interest ■ No interest at all Don't know Q5. The University of Minnesota Outreach, Research and Education, also known as UMORE, may provide classes or programs at the YMCA Recreational Center. For each of the following, what is your level of interest? Base: N = 350 Interest in Older Adult and Youth Programs Q6. The YMCA Recreational Center could also offer fitness programs for adults age 55 and over. Would a member of your household be interested in adult programming? Base: N = 350 Water exercise An indoor walking program Strength training classes Rehabilitation programs for arthritis and joint - replacement patients Aerobic exercise classes 0% 20% 40% 60% 80% 100% ■ Great deal of interest ■ Some interest Little interest ■ No interest at all Don't know Q7. The following are some activities and facilities for adults age 55 and over. What is your or a member of your household's level in interest in each of these ?* Base: N = 116 *Asl<ed only of those who have someone else in their household who would be interested in adult programming per Q6. Q8. Would you or anyone in your household be interested in youth Q9. Would you or anyone in your household be interested in teen programmingfor those 5 to 12 years old at the YMCA Recreational Center programmingfor those 13 to 17 years old at the YMCA Recreational facility? Center facility? Base: N = 350 Base: N = 350 Open pool time for swimming and water fun A gym designated for kids Family nights with open gym and swim time Swimming lessons Climbing wall or indoor ropes course Summer day camp programs Classes to teach specific sports basics for young children A full -time, Monday thru Friday summer care program 0% 20% 40% 60% 80% 100% ■ Great deal of interest ■ Some interest Little interest ■ No interest at all Don't know Q10. The following are some youth and teen activities the YMCA Recreational Center might offer your family. What is your level of interest for each of these ?* Base: N = 167 *Asked only of those interested in youth or teen programming per Q8 or Q9. Sports leagues Sports conditioning and training programs Leadership and character development programs Arts and humanities classes, such as theater and dance Fitness classes designed for teens Summer overnight camping programs Computer labs 0% 20% 40% 60% 80% 100% ■ Great deal of interest ■ Some interest Little interest ■ No interest at all Don't know Q10. The following are some youth and teen activities the YMCA Recreational Center might offer your family. What is your level of interest for each of these ?* Base: N = 167 *Asked only of those interested in youth or teen programming per Q8 or Q9. Q11. The YMCA Recreational Center could also offer childcare. Does your household currently have a need for paid childcare outside the home on a regular basis? Base: N = 350 Before- or after - school childcare for 5 days a week for $55 per child per week All -day childcare for toddlers for $258 per child per week All -day childcare for preschool for $230 per child per week Half -day childcare for preschool for 3 days a week for $295 per child per month All -day childcare for infants for $306 per child per week Half -day childcare for preschool for 5 days a week for $520 per child per month 0% 20% 40% 60% 80% 100% ■ Great deal of interest ■ Some interest Little interest ■ No interest at all Don't know Q12. For each of the following childcare options, what is your level of interest ?* Base: N = 44 *Asked only of those interested in childcare per Q11. Interest in YMCA Membership Likelihood to Join Don't Depends know , Q13. How likely or unlikely would you be to join the YMCA Recreational Center located on the campus of DCTC? Base: N = 350 Type of Membership Desired Q14. Would you be interested in an individual membership, a dual membership, or a family membership ?* Base: N = 197 *Asked only of those who would maybe, probably, or definitelyjoin the YMCA on the DCTC campus per Q13. Response Convenient location -. 28% Water facilities and aquatic programs 20% More variety now offered 13% To maintain health 11% Family oriented 10% Walking path /track 8% Previous YMCA membership 8% Q15. Why would you [INSERT ANSWER FROM Q13] ?* *Asked only of those would definitely, probably, or maybe join the YMCA on the DCTC campus per Q13. Only responses mentioned by five percent or more of residents are shown. Response High cost • • 44% Current member at another facility 27% Not enough time or physically unable 22% Not convenient 22% Have facilities at home 11% Q16. Why would you [INSERT ANSWER FROM Q13] ?* *Asked only of those would probably not join or definitely not join the YMCA on the DCTC campus per Q13. Only responses mentioned by five percent or more of residents are shown. Don't know/ Don't care 5% Q17. Would you like to see the YMCA Recreational Center become part of your community? Base: N = 350 Cleanliness of the facility Cost of memberships Value for the price paid Location of the YMCA Recreational Center Safety in the YMCA Recreational Center facility Amenities offered at the YMCA Recreational Center Hours the facility is open Having information about the programming offered at the YMCA Recreational Center available online YMCA Recreation Center programming offered YMCA values 0% 20% 40% 60% 80% 100% E Major influence ■ Minor influence Not an influence Don't know Q18. The following are some factors that may influence your decision to join the YMCA Recreational Center. For each, please indicate the level of influence it might have on your decision to join. Base: N = 350 Response Affordable membership -. 24% Water facilities 15% Youth programs 8% Group fitness classes 8% Convenient location 7% Q19. What is the one thing the YMCA Recreational Center could offer that would make you want to join ?* *Only responses mentioned by five percent or more of residents are shown. im L. Decrease 5% Q20. Would having the new YMCA Recreational Center located on the DCTC campus increase, decrease, or have no effect on the likelihood that you would join the YMCA Recreational Center? Base: N = 350 Q20c. Why no effect Response Whether or not it is on campus is irrelevant to me -. (N ad 44% Convenient location 29% Inconvenient location 15% Current facility I go to is adequate 7% High cost 6% Currently have enough YMCA options 6% Q20. Why ?* *Only responses mentioned by five percent or more of residents are shown. I would feel safe going to the YMCA Recreational Center if it were located on the DCTC campus I would feel comfortable using the YMCA Recreational Center at the same time as students from DCTC use it Having a new YMCA Recreational Center built as a partnership of the YMCA, the City of Rosemount, and the DCTC is a good idea 0% 20% 40% 60% 80% 100% ■ Strongly agree ■ Agree Neutral ■ Disagree Strongly disagree Don't know Q21. Please indicate your level of agreement with the statements I read you. Base: N = 350 0 -5 6 -10 11-15 16 -20 More than 20 Don't know 0% 20% 40% YO % Mentioned Q22. How many minutes would you be willing to spend driving to a YMCA Recreational Center in Rosemount? Base: N = 350 --J— 1 60% 80% 100% Current Membership Status Physical Exercise Routine Frequency of Physical Exercise Routine Once a month 6% Never ® 6% Don't know 1 1% 0% 20% 40% 60% 80% 100% ® % Mentioned Q23. Are you or are members of your household currently involved in Q24. How often do you or members or your household participate in some type of regular physical exercise or recreational activity? regular physical exercise or recreational activities? Base: N = 350 Base: N = 350 Once a day 15% Three or more ®� 40% times a week Twice a week ® 16% Once a week ■ 10% Every other 6% week Once a month 6% Never ® 6% Don't know 1 1% 0% 20% 40% 60% 80% 100% ® % Mentioned Q23. Are you or are members of your household currently involved in Q24. How often do you or members or your household participate in some type of regular physical exercise or recreational activity? regular physical exercise or recreational activities? Base: N = 350 Base: N = 350 Belong to a Fitness Facility Facility Affiliation Q25. Do you currently belong to a public or private health, fitness, or recreational Q26. Which facility ?* facility? *Asked only of those who indicated that they belong to a public or private health, Base: N = 350 fitness, or recreational facility per Q25. Only responses mentioned by five percent or more of residents are shown. Definitely renew Probably renew Probably not renew Definitely not renew Not a membership organization Don't know 5% 1% 1% 5% 0% 5 20% 40% 60% W % Mentioned Q27. How likely are you to renew your membership at this facility the next time it is due ?* Base: N = 145 *Asl<ed only of those who indicated that they belong to a public or private health, fitness, or recreational facility per Q25. 80% 100% Student Survey Findings: Image and Awareness Q1. How familiar are you with the YMCA? Base: N = 350 Swimming lessons Programs for children, youth, and teens Adult health and wellness programs Programs for adults, age 55 and older Childcare for infants to pre- kindergarten Before- and after - school childcare programs Overnight camping and day camps for children and families Scholarships for families and children 48% 70% 69% 74% 83% 93% 93% 0% 20% 40% 60% 80% 100% ■ % Yes, Aware Q2. Before now, were you aware that YMCAs offer:* Base: N = 295 -300 *Asl<ed only of those who are very or somewhat familiarwith the YMCA per Q1. Desired Characteristics of the YMCA Recreational Center Indoor walking and jogging track Cardiovascular fitness machines Strength conditioning machines and free weights Health and wellness programs Outdoor walking and jogging path Person training and fitness assessments Group fitness classes Climbing walls and indoor ropes courses Yoga classes and Pilates classes 0% 20% 40% 60% 80% 100% ■ Great deal of interest ■ Some interest Little interest ■ No interest at all Don't know Q3. The following are some programs and services the YMCA Recreational Center might offer you or your family. What is your or someone in your household's level of interest for each of these? Base: N = 340 -347 A multi - purpose gymnasium Sports fitness training Sports leagues for adults Rehabilitation programs Sports rehab fitness Court sports A collegiate -level field house TRX suspension training room Adaptive or disabled physical activity classes 0% 20% 40% 60% 80% 100% ® Great deal of interest ■ Some interest Little interest ■ No interest at all Don't know Q3. The following are some programs and services the YMCA Recreational Center might offer you or your family. What is your or someone in your household's level of interest for each of these? Base: N = 338 -346 Sauna or whirlpool adjacent to an indoor pool Indoor pool for lap swimming Indoor aquatic center Warm water pool for water therapy Water aerobics or other water exercise classes Age- specific swim lessons 0% 20% 40% 60% 80% 100% ■ Great deal of interest ■ Some interest Little interest ■ No interest at all Don't know Q4. This new YMCA Recreational Center could offer a variety of different water facilities and activities. For each of the following, what is you or someone in your household's level of interest? Base: N = 345 -348 Health and Wellness Environmental and Outdoor Activities Sustainability and Renewable Energy 0% 20% 40% 60% 80% 100% ■ Great deal of interest ■ Some interest Little interest ■ No interest at all Don't know Q5. The University of Minnesota Outreach, Research and Education, also known as UMORE, may provide classes or programs at the YMCA Recreational Center. For each of the following, what is your level of interest? Base: N = 346 -348 Exercise and sports science 1 28% Child development Environmental education and sustainability Landscape horticulture Allied health 0% 20% 40% Iffm 25 60% 80% ■ Great deal of interest ■ Some interest Little interest ■ No interest at all Q6. Please indicate your level of interest in participating in an internship at the YMCA Recreational Center in the following areas: Base: N = 340 -342 100% Interest in Youth Programs Q7. Would you or anyone in your household be interested in youth Q8. Would you or anyone in your household be interested in teen programmingfor those 5 to 12 years old at the YMCA Recreational Center programmingfor those 13 to 17 years old at the YMCA Recreational Center facility? facility? Base: N = 350 Base: N = 350 Open pool time for swimming and water fun A gym designated for kids Family nights with open gym and swim time Climbing wall or indoor ropes course Swimming lessons Classes to teach specific sports basics for young children Summer day camp programs Fitness classes designed for teens 0% 20% 40% 60% 80% 100% ■ Great deal of interest ■ Some interest Little interest ■ No interest at all Don't know Q9. The following are some youth and teen activities the YMCA Recreational Center might offer your family. What is your level of interest for each of these.* Base: N = 124 -125 *Asked only of those interested in youth or teen programming per Q7 or Q8. Arts and humanities classes, such as theater and dance A full -time, Monday thru Friday summer care program Computer labs Summer overnight camping programs Sports conditioning and training programs Leadership and character development programs Sports leagues 0% 20% 40% 60% 80% 100% ■ Great deal of interest ■ Some interest Little interest ■ No interest at all Don't know Q9. The following are some youth and teen activities the YMCA Recreational Center might offer your family. What is your level of interest for each of these.* Base: N = 121 -125 *Asked only of those interested in youth or teen programming per Q7 or Q8. Q10. The YMCA Recreational Center could also offer childcare. Does your household currently have a need for paid childcare outside the home on a regular basis? Base: N = 350 Before- or after - school childcare for 5 days a week for $55 per child per week Half -day childcare for preschool for 3 days a week for $295 per child per month Half -day childcare for preschool for 5 days a week for $520 per child per month All -day childcare for toddlers for $258 per child per week All -day childcare for preschool for $230 per child per week All -day childcare for infants for $306 per child per week 0% 20% 40% 60% 80% 100% ■ Great deal of interest ■ Some interest Little interest ■ No interest at all Don't know Q11. For each of the following childcare options, what is your level of interest ?* Base: N = 58 -61 *Asked only of those interested in childcare per Q10. Interest in YMCA Membership DE Q12. As a student at DCTC, the fees for an individual membership could be part of the student activity fees that you are assessed. If this YMCA Recreational Center is built, would you be willing to have your fees increased to have an individual membership to the facility? Base: N = 349 Definitely use Probably use Maybe use Probably not use Definitely not use Don't know Depends 0% 20% 40% 13% % Selected Q13. How likely or unlikely would you be to use the YMCA Recreational Center on the campus of DCTC? Base: N = 347 60% 80% 100% Definitely upgrade ji 13% Probably upgrade MMI 13% Maybe upgrade Probably not upgrade U Definitely not upgrade Don't know 9% Depends 5% 0% 19% 3% 23% 20% 40% 60% % Selected 80% 100% Q14. How likely or unlikely would you be to upgrade your individual membership to a family membership? The cost for a family membership would be $50 per month in addition to your individual membership. Base: N = 349 wf Q15. Would you like to see the YMCA Recreational Center become a part of the DCTC campus? Base: N = 347 Cost of memberships Value for the price paid Cleanliness of the facility Hours the facility is open Location of the YMCA Recreational Center Amenities offered at the YMCA Recreational Center Safety in the YMCA Recreational Center facility Having information about the programming offered at the YMCA Recreational Center available online YMCA Recreation Center programming offered YMCA values 0% 20% 40% 60% 80% 100% ® Major influence ■ Minor influence Not an influence Don't know Q16. The following are some factors that may influence your decision to join the YMCA Recreational Center. For each, please indicate the level of influence it might have on your decision to join. Base: N = 342 -348 Response given Low cost of membership % Mentioned (N = 240) 27% Water facilities 13% Group fitness classes 13% Open during convenient hours 9% Indoor /outdoor running /walking facilities 6% Childcare 5% Q17. What is the one thing the YMCA Recreational Center could offer that would make you want to join ?* *Only responses mentioned by five percent or more of students are shown. Current Membership Status Physical Exercise Routine Q18. Are you or are members of your household currently involved in some type of regular physical exercise or recreational activity? Base: N = 347 Frequency of Physical Exercise Routine 0% 20% 40% 60% 80% 100% ® % Mentioned Q19. How often do you or members or your household participate in regular physical exercise or recreational activities? Base: N = 347 Once a day 16% Three or more ®® 31% times a week Twice a week ® 16% Once a week ■ 11% Every other 6% week Once a month 5% Never ® 7% Don't know ® 8% 0% 20% 40% 60% 80% 100% ® % Mentioned Q19. How often do you or members or your household participate in regular physical exercise or recreational activities? Base: N = 347 Belong to a Fitness Facility Facility Affiliation Facility LA Fitness % Mentioned 19% Lifetime Fitness 19% Anytime Fitness 13% Burnsville YMCA 10% Snap Fitness 9% Eagan YMCA 5% Q20. Do you currently belong to a public or private health, fitness, or recreational Q21. Which facility ?* facility? *Asked only of those who indicated that they belong to a public or private health, Base: N = 350 fitness, or recreational facility per Q20. Only responses mentioned by five percent or more or residents are shown. Definitely renew Probably renew Probably not renew Definitely not renew 1 4% Not a membership organization Don't know Vo 41% 0% 20% 40% 60% 80% 100% ■ % Selected Q22. How likely are you to renew your membership at this facility the next time it is due ?* Base: N = 116 *Asl<ed only of those who indicated that they belong to a public or private health, fitness, or recreational facility per Q20. Market Projections Potential YMCA Recreational Center Membership Based on Respondents' Likelihood of Joining a YMCA Recreational Center in Rosemount* *Calculated by multiplying the percentage of respondents who would definitely, probably, or maybe join at the target location by the adjusted population size. Residents Projected Membership to a YMCA Recreational Center in Rosemount* Maximum Potential New Memberships Obtainable Potential 1 iew Memberships (65% Definitely Join 25% Probably Join 10% Maybe Join) • Definitely Join, 9 %: 1,905 • Probably Join, 19 %: 4,022 • Maybe Join, 29 %: 6,138 • Total Memberships: 12,065 • Definitely Join: 1,238 • Probably Join: 1,005 • Maybe Join: 614 • Total Memberships: 2,857 Projected Revenue: True Annual Membership Units ** Population JA Residents — ANA Projection 2,857 Memberships (1,829 Families, 600 Individuals, 428 Dual) * ** $3,531,059 *Adjusted household population is 21,167. The household population is lowered by the projected membership to other YMCAs from people in this area (2,822) and an additional 15 percent to account for residents over age 75 and people who expressed no interest at the outset of the study and refused to participate. * *Based on obtainable membership counts assuming fees of $65 /month for an individual membership ($780 annually), $105 /month for a dual membership ($1,260 annually), and $115 /month for a family membership ($1,380 annually). ** *Based on 64% family memberships, 21% individual memberships, and 15% dual memberships. Residents Projected Membership to a YMCA Recreational Center in Rosemount* Maximum Potential New Memberships Ubta nable Potential New Memberships (65% Definitely Join 25% Probably Join 10% Maybe Join) • Definitely Join, 9 %: 1,905 • Probably Join, 19 %: 4,022 • Maybe Join, 29 %: 6,138 • Total Memberships: 12,065 • Definitely Join: 1,238 • Probably Join: 1,005 • Maybe Join: 614 • Total Memberships: 2,857 Projected Revenue: True Annual Membership Units ** =A Residents — Y Projection 2,857 Memberships (1,200 Families, 1,000 Individuals, 286 Dual, 114 P3 Families, 86 P3 Individuals, 28 P3 Dual, 143 Contract) * ** $2,973,042 *Adjusted household population is 21,167. The household population is lowered by the projected membership to other YMCAs from people in this area (2,822) and an additional 15 percent to account for residents over age 75 and people who expressed no interest at the outset of the study and refused to participate. * *Based on obtainable membership counts assuming fees of $65 /month for an individual membership ($780 annually), $105 /month for a dual membership ($1,260 annually), and $115 /month for a family membership ($1,380 annually). ** *Based on 42% family memberships, 35% individual memberships, 10% dual memberships, 4% P3 family memberships, 3% P3 individual memberships, 1% P3 dual memberships, and 5% contract memberships. Potential YMCA Recreational Center Student Usage Based on Respondents' Likelihood of Using a YMCA Recreational Center in Rosemount* *Calculated by multiplying the percentage of respondents who would definitely, probably, or maybe use at the target location by the Winter 2013 full - time student population size. Students Projected Use of a YMCA Recreational Center in Rosemount* Maximum Potential Users Likely Potential Users (85% Definitely Use 65% Probably Use 25% Maybe Use) • Definitely Use, 43 %: 638 • Probably Use, 20 %: 297 • Maybe Use, 16 %: 237 • Total Users: 1,172 • Definitely Use: 542 • Probably Use: 193 • Maybe Use: 59 • Total Users: 794 Projected Use: Average Use Over Nine Months ** Full -time Students 794 Users (735 Individuals, 59 Families) * ** *Full -time student population is 1,483. This full -time student population does not include part -time students. * *Based on likely user counts during the Fall and Winter school semesters. This count does not include summer students or part -time students. ** *Based on 13% of students who will definitely upgrade to a family membership, 13% of students who will probably upgrade to a family membership, and 19% of students who will maybe upgrade to a family membership. The projected number of family memberships assumes that 40% of students who think they will definitely upgrade to a family membership will actually upgrade their membership, 10% of students who think they probably will upgrade will actually upgrade their membership, and 5% of students who think they will maybe upgrade will actually upgrade their membership. Population Full -time Students 794 Users (735 Individuals, 59 Families) * ** *Full -time student population is 1,483. This full -time student population does not include part -time students. * *Based on likely user counts during the Fall and Winter school semesters. This count does not include summer students or part -time students. ** *Based on 13% of students who will definitely upgrade to a family membership, 13% of students who will probably upgrade to a family membership, and 19% of students who will maybe upgrade to a family membership. The projected number of family memberships assumes that 40% of students who think they will definitely upgrade to a family membership will actually upgrade their membership, 10% of students who think they probably will upgrade will actually upgrade their membership, and 5% of students who think they will maybe upgrade will actually upgrade their membership. Demographics *Asked only of those who have children living in their household under the age of 18. Percent of Percent of Residents IF Students Children under 18 N = 350 N = 350 Prefer not to answer Percent of Percent of Residents Students Age groups of children under 18* N = 163 N = 153 0 to 5 years old 6 to 10 years old 11 to 13 years .. �•. •. 14 to 18 years .. •. •. *Asked only of those who have children living in their household under the age of 18. Gender Male Percent of Residents N =350 41% Female LHouse.. Income 59% Percent of Residents N=350 Less than $20,000 2% $20,000 but less than $30,000 3% $30,000 but less than $40,000 5% $40,000 but less than $50,000 7% $50,000 but less than $75,000 11% $76,000 but less than $100,000 17% $100,000 but less than $150,000 18% $150,000 or more? 16% Refused 22% Iq Percent of Comfortable with Children Using YMCA Residents with Students N = 187 Percent of Residents 16 Age of Respondent N = 350 Summary and Recommendations ➢About one - quarter of residents and one -third of students are very familiar with the YMCA, and more than eight in ten residents and students are at least somewhat familiar with the YMCA. .The YMCA should be commended for resident's and student's high awareness of many of their programs especially: ➢ Swimming lessons ➢ Programs for children, youth, and teens ➢Adult health and wellness programs y However, the YMCA may want to improve the awareness of scholarships for those who cannot pay, which is unknown to more than half of residents and students. A. Niebuhr & Associates, Inc. Your Trusted Marketing Research Professionals ➢ When deciding what to include in the YMCA Recreational Center, the partners should strongly consider both fitness and water activities. There is strong interest among residents and students for: ➢ Indoor walking and jogging track ➢ Cardiovascular fitness machines ➢ Indoor aquatic center ➢ Although there is less interest in UMORE programs or classes than the YMCA programs, the YMCA should recognize that these classes would likely use multipurpose space in the new building, so the partners should consider offering these classes. y Residents without children in their household and those who are between the ages of 55 and 64 are the most interested in UMORE classes. Offering UMORE classes may be a way to bring in these older residents. ➢ DCTC and the YMCA should consider offering internships for students at the YMCA Recreational Center, especially: ➢ Exercise and sports science ➢ Child development ➢ Environmental education and sustainability nderson, Nebuhr &Associates,Inc. Your Trusted Marketing Research Prafesaim:aLs ➢The YMCA should consider offering programming for adults 55 or older. Some programs that might be particularly popular are: ➢ Water exercise ➢ Indoor walking program ➢ The YMCA should offer youth and teen programming as there was interest in both. Popular activities and facilities include: ➢ Open pool time ➢ A gym designated for kids ➢ Family nights with open gym and swim time ➢ The YMCA should consider offering paid childcare, especially before- or after - school childcare five days a week as both residents and students expressed interest. A. Niebuhr & Associates, Inc. Your Trusted Marketing Research Professionals ➢ More than four in ten residents and one -third of students currently belong to a fitness facility and most plan to renew their membership. ➢ The YMCA should recognize that their primary competitors for both residents and students would be lifetime Fitness and LA Fitness. When promoting the new facility, the YMCA should strive to differentiate itself from these organizations, perhaps by informing people about its mission and its commitment to the community. ➢ The YMCA should recognize that there is a possibility that the new YMCA Recreational Center may absorb some current members of the Eagan and Burnsville YMCAs given that some residents and students currently go to these facilities. A. Niebuhr & Associates, Inc. .a* Your Trusted Marketing Research Professionals ➢ The YMCA should recognize that the majority of residents and students would like the YMCA Recreational Center to become part of the community and campus. Leveraging this desire could be used to garner additional support for this new project. The YMCA should not be too concerned about losing memberships because of possible resident reluctance to use the facility alongside DCTC students. ➢The YMCA should recognize that major influences in resident's and student's decision to join the YMCA Recreational Center include: ➢ Cleanliness of the facility ➢ Cost of memberships The value of membershios for the price said ➢ Hours open A. Niebuhr & Associates, Inc. Your Trusted Marketing Research Professionals ➢ Recognize the following demographic information about residents: y Six in ten would definitely, probably, or maybe join ➢Those between 18 and 34 and those with children under 18 are the most likely to join ➢ Most joiners would buy a family membership ➢ Slightly over half of residents have household incomes of $76,000 and above ➢ Based on the market projections, the YMCA should recognize that a YMCA Recreational Center in Rosemount will produce a solid membership base and revenue stream from the primary market area (i.e., residents). Student usage will be in addition to the primary market area projections. A. Niebuhr & Associates, Inc. Your Trusted Marketing Research Professionals