Lake Wales Parks &

Recreation Consulting
Analysis

Presented by: Elina Johansson, Travis Ferrell, Zachary Boland

Problem Statement
With minimum funding and marketing tools the city of
Lake Wales would like to increase revenue from rental
facilities and explore new opportunities for revenue
through their Parks and Recreation facilities.

Minimum Funding

Increase rental revenue

Minimum Marketing Tools

Explore new revenue sources

Deliverables
Marketing
Risk Audit
Audit
Revenue
Generation
3 Step Process
Step 1- DetermineSurvey
Lake Wales
Step
marketing
1 - First hand
goalsinspection of facilities (Tour
4 areas of interest
with Beverly)
Step 2 Gather
Grantsmarketing materials
Step
currently
2 Cross
reference 2012 audit with 2008 &
used
Sponsorships
2010 audits
Step 3 Perform
a rental analysis for
Fundraisers
Step
improving
3 - Recommendations
current marketing
to increase
plan the
New events to host
marketability & safety

Primary Research
Groups
Advisory
Board
Organizations
Other Cities
Vision

Marketing Risk

Revenue Operational Organization

Purpose

Strategic Analysis Model

What Services do we offer?
Where Are We Now?
Where Are We Going?

What Services do we offer?

Mission
Mission Statement Components
Customers
Products or Services
Markets
Technology
Concern for survival, growth and profitability
Philosophy
Self-Concept

Lake Wales Mission

Statement

Concern for public image

Concern for employees

What Services do we offer?

Mission
To improve the quality of life in Lake Wales by providing
exceptional parks, places, programs and services at a good
value to our citizens and customers as well as protecting our
Citys natural resources, which will preserve them for future
generations.

What Services do we offer?

FIT Analysis
Mission: No Mission

Goal 1
Increase Revenue

Objective 1:
Increase Rental
Revenue

Goal 2
Expand
Services

Objective 2:
Expand Revenue
Sources

Goal 3
Maintain Safe
Facilities

Objective 3
Update Risk Audit

Where are we now?

Trends Analysis
Population 2012
160000
140000
120000

Lake Wales, FL

100000

Callaway, FL
Key Biscayne, FL

80000

Tavares, FL

60000

Rockford, IL

40000

Visalia, CA

20000
0
Lake
Callaway,
Key
Tavares, FL Rockford, Visalia, CA
Wales, FL
FL
Biscayne,
IL
FL

Trends Analysis
Economic, Technology, Demographics, and Social Forces
Stabilizing economy
Social media
Steady increase in recreational activity
Healthcare perks

Risk Matrix
Drug usage
Littering

Wear and tear

Violent
vandalism
Non violent
vandalism

Functional Analysis
Marketing Analysis
Monthly Rental Averages (2009-2012)

40
35
30
Rentals

25

20
15
10
5
0

Month

Functional Analysis
Marketing Analysis
Fall & Winter Rental Averages

30

Rentals

25
20

15
10
5
0

Month

Marketing Analysis
BCG Model
Crystal Lake Park
Austin Center
Kiwanis Park
Stuart Park
Lake Wailes Park
NW Complex

Marketing Analysis

Porters 5 forces

Organizational Analysis
Strategy
Monthly Meetings

Word of Mouth
Own Your Own Planning

Policies
Board is there only for advice
No Executive or decision making power
Meetings are not mandatory
No Budget for Recreation

Organizational Structure
Citizens

City Commission

City Manager

Facility
Management

Streets
Division

Parks Division

Recreation
Facilities

Organizational Structure

Advisory Board

Schools

Parent
Organizations

Churches

Organizational Analysis
Execution

The current setup has assisted in:

Communication between organizations

Better coordination for maintenance crews

Sharing upcoming events

Overall Assessment
SWOT
Strengths

Weaknesses

Diversity of parks
Advisory board
Facility management
Climate

Lack of funds
Revenue Generation
Rental efficiency
No power to execute

Opportunities

Threats

Improve the website

Networking
Internships

Vandalism
Competition
Weather damage
Wear and tear

Recommendation Process
Mission

Internship

Goals

Summary

Contact list

Advisory Board
Meetings

Develop a Mission Statement

Use our mission statement
Create their own
Create a hybrid

Add on to website

Recommendations
GOALS
1. Distribute information

2. Increase rentals
3. Decrease risk in playgrounds
.

Recommendations
Marketing

Updated contact list

Schools, churches,
parent organizations
Business information
Phone
Address
Contact person
Name, title, phone,
email
Update annually

Recommendations
Marketing

Advisory Board Meeting

Control
Foundation

Recommendations
Marketing

Summary from meetings

E-blast
IT department
Post to website
Calendar
Update
Once every month
As needed

Internship
Job function
Marketing and research
Recreation meetings
Summary of upcoming events
Critical information
First hand experience with events
Final presentation

Internship
Marketing
Facebook
Events tab
New page
Summary of event
Interview quotes
Action photos
Facility Rental Page
Virtual tour
Update photos

Internship
Research
Renter Analysis
Revenue Generation
Grants

Revenue
Past Renters
Analysis
Generation
Follow up
Sponsorships
Type of event
Fundraiser
Expenses / Revenue
BBQ

Time,tournament
date, place,
Golf

Grants

& participants
Events

CDBG (The Community Development

Blockevent
Grant)
Reoccurring
LWCF (Land & Water Conservation Fund)

Questions

Works Cited
Aldrich, Scott. Personal Communication. December 11, 2012
City of Lake Wales January 22, 2008, Parks and Recreation. Retrieved from
http://www.cityoflakewales.com/parks/index.shtml
City of Lake Wales October 5, 2011, About Lake Wales. Retrieved from
http://www.cityoflakewales.com/area/index.shtml
Hofferberth, Todd. Personal Communication. December 10, 2012.
Kinloch, Katie. Personal Communication. December 19, 2012
Lake Wales Area Chamber of Commerce 2010, Charter. Retrieved from
http://www.lakewaleschamber.com/index.php?option=com_content&view=article&id=47&Itemi
d=11
McKeeman, Patty. Personal Communications. December 6, 2012
Shields, Robbie. Personal Communication. December 18, 2012.

Works Cited
Peak, Tina. Personal Communication. December 5, 2012.

Wiseman, Kara. Personal Communication. December 6, 2012.