Marketing Plan

Park City Recreation aims to provide the best recreational services to the Park City area at a price that all members of the community can afford. By using exceptional people, programs, and facilities, Park City recreation delivers valuable services and products that are unmatched.
1200 Little Kate Rd Park City, UT 84060 Phone: 435-651-5400 Website: www.parkcityrecreation.org

Park City Recreation

Table of Contents
Executive Summary...3 History.4 Philosophy...7 Image...8 Facility Information.9 Programs.12 Organizational Design and Information.14 Marketing Practices..16 Financial Goals....19 Climate Evaluation.20 Stakeholders..21 Competitor Comparison...22 Market Research.24 PC Recreation SWOT Analysis32 Segmentation, Targeting, Positioning..33 Marketing Objectives..40 Product, Price, Place, Promotion.41

Park City Recreation

Executive Summary
PC Recreation has offered a youth adventure camp program for the past several years and parents have inquired about being offered the same adventure-based recreation opportunities. This plans intent is to discover what type of activities are preferred by the adult community and what times work best with this market. The plan also identifies a market most likely to participate in such activities. According to the research collected the most popular activities would be rock climbing, mountain biking, rafting, hiking, and standup paddleboarding. These activities provide both mental and physical challenges for the participants. This challenge allows for the development of community within the group. By supporting one another participants are not only likely to find new ways to recreate but also meet new people, and build new friendships. This appeals to residents who are new to the area as well as those looking to explore all of the outdoor recreation opportunities surrounding the Park City area. This program also provides individuals to find new passions and build their confidence by overcoming the challenges provided by each activity. The program also allows for couples to find new ways to recreate together and build stronger relationships through seeing each other struggle and providing support. As such this program targets young adults in the community ages 18 -35. We believe that while the program may stretch their finances, the experiences and friendships gained will be well worth the cost. The secondary market includes adults over the age of 55 who are looking for a chance to experience some of the opportunities they may have missed out on in their younger years. The plan describes previous marketing efforts, current financial goals, and potential promotional materials that may be used to help meet those goals. The plan also includes information about PC Recreation in general covering its current offerings, history, philosophy, and the community image of the organization.

Park City Recreation

History
Mid 70s: Park City gets into the recreation business with the purchase of the War Memorial Building on Main St.; main activities are adult softball and basketball Mid 80s: Two shifts occurred with more children moving into Park City and the Snyderville Basin began to be developed meaning that more non Park City residents began to play within the City limits Result was the City and County agreed to create the Western Summit County Youth Sports Program in 1985. This agreement allowed for City & County children to play in the same youth sports program for the same fee

1985: Park City decides to sell the War Memorial Building on Main St.

1986: Park City bonds for $8 million recreation facility; bond fails

1987: Park City purchases privately owned tennis facility on foreclosure for $485,000. Facility becomes the Park City Racquet Club (PCRC)

1989: $1.4 million bond passes for making improvements to the PCRC

1990: Park City and Park City School District (PCSD) sign 30 year agreement for Joint Use of Facilities for Recreation. City will spend $1 million on PCSD field improvements and in return the city gets use after 5 p.m. & 300 hrs of gymnasium use. City maintains designated fields at no charge to the school district

1995: Snyderville Basin Recreation District (Basin Recreation) is formed so that Basin residents no longer need to rely on Park City for recreation

1996: Basin Recreation signs 30 year agreement for Joint Use of Facilities for Recreation with park City School District
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Park City Recreation

History (continued)
1997: Park City enters into an agreement with the U.S. Ski and Snowboard Association (USSA) that designates the PCRC as The Official Training Center of USSA. USSA gives PCRC fitness equipment in return athletes get to use the facility at no charge 1998: Park City passes $10 million open space bond

1999: Temporary skatepark opens

2000: City enters into a Memorandum of Understanding (MOU) for the provision of youth sports to Basin residents

2001: City passes $2 million bond for Ice facility and $2 million for park improvements. A $2 million bond for PCRC improvements fails. Park City Skate Park opens

2002: Basin Recreation takes over the administration of baseball, basketball and soccer

Joint study completed on Feasibility of a Range of Options for Recreation Services. Set the ground work for collaboration on ice facility.
Park City passes $10 million open space bond

2003: Non resident fee differential is eliminated from City facilities and programs Park City begins development of neighborhood parks

2004: Basin & City sign Interlocal Agreement for Regional Ice Facility

2005: Dirt Jump Park Opens; Prospector Park is renovated with new playground equipment; Small neighborhood park opens on corner of Sidewinder & Comstock

Park City Recreation

History (continued)
2006: Ice Arena opens to the public along with the Park City Sports Complex. Basin contributes $2 million; city contributes $3 million to the project. Total project approximately $10 million

Skatepark Expansion is complete

Park City passes $20 million Open Space Bond

2007: PCSD, PCMC & SBSRD sign 5 year agreement with a five year renewal for the Joint Use of Facilities for Recreation

Park City Completes Needs Assessment identifies that renovation to the PCRC is the single most improvement that could be made. City Park building is renovated
Park City passes $15 million Walkability Bond

2008: Creekside Park & Old Town Park project approved & built

2009: Funding for $10.5 million renovation of Racquet Club is approved. Project is funded with existing City resources so no bonding is required

2010: Renovation of the Racquet Club begins; Recreation Department is temporarily relocated to 1255 Ironhorse Drive

December 2011: Park City Municipal Athletic & Recreation Center (PC MARC) opens to the public. Basin Recreation & Park City Recreation complete Recreation Facility Demand Study that is an update to the 2002 Feasibility of a Range of Options for Recreation Services

2012: PCSD, PCMC & SBSRD sign 5 year agreement with a five year renewal for the Joint Use of Facilities for Recreation

Park City & Basin Recreation complete a citizen survey called Community Interest and Opinion Survey

Park City Recreation

Philosophy
Mission Statement Enriching the lives in our community through exceptional people, programs, and facilities Vision The choice for exceptional recreation

Values Professional Accountable Engaged Fun Objectives Recover 65% of cost on recreational opportunities for both youth and adult programs annually.

Park City Recreation

Image
Best use of public fundswellness is a public asset. You will only regret not finding the MARC sooner or using it more often.- Chris Roon Great place, great people!- Dawn Santos

Park City Recreation

Facilities
PC Recreation serves as the center of recreation for the public sector in Park City. Facilities owned and operated by PC Recreation include: Park City Municipal Athletic and Recreation Center (PCMARC) Hours of Operation: MondayFriday : 5:30am-10:00pm Saturday: 7:00am-9:00pm Sunday: 8:00am-9:00pm 1/7 mile indoor running track Fitness Center with cardio machines, nautilus machines, and free weights 11 tennis courts Soft Arts Studio with mirrors and padded floor Spin Studio with 24 spin bikes Hardwood studio with mirrors Administrative offices Tennis pro shop Full court basketball gym Game Room with arcade games, air hockey, and pingpong 50 linear bouldering wall 25 yard lap pool Recreation pool with slide Two steam rooms Hot tub Child Care Party Room (16x 27) with refrigerator access 9 Recreation Building at City Park: Primary use is for youth summer day camp activities and recreation event coordinating. Administrative Offices Arts and Crafts Room Parks and Fields Department Offices

Park City Recreation

Facility Pricing PCMARC

Fee Schedule
Effective December 30, 2011
Daily Drop In Toddlers 2 & Under Youth (3 to 17) Adult Senior 70+ & Military Fitness Classes Senior/Military Fitness Classes Child Care 2 hr max (per hour) Resident Free $3 $7 $6 $9 $8 $4 Visitor Free $5 $10 $7 $12 $9 $4 Couple Rate Term Facility Rate Class Add On $35 $90 $144 $260 Total $107 $306 $472 $850 1 Month $72 3 Month $216 6 Month $328 12 Month $590 Youth Rate (3 17) 1 Month $25 3 Month $70 6 Month $130 12 Month$240

Punch Passes Youth (3 to 17) 10 Punch Adult 10 Punch Senior & Military 10 Punch Child Care 10 Punch (10 hrs) Individual Rate Term Facility Rate

Resident $28 $70 $60 $35

Visitor $40 $90 $70 $35

Senior 65+ & Military Couple Rate Term Facility Rate Class Add On $35 $90 $144 $260 Total $100 $284 $439 $791

1 Month $65 3 Month $194 6 Month $295 12 Month $531

Class Add On $20 $50 $80 $144

Total $60 $160 $272 $489

Senior 65+ & Military Individual Rate Term Facility Rate Class Add On $20 $50 $80 $144 Total $56 $149 $253 $454

1 Month $40 3 Month $110 6 Month $192 12 Month$345

1 Month $36 3 Month $99 6 Month $173 12 Month$310

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Park City Recreation

Additional Pricing PCMARC

Gymnasium Full Gym Half Gym Non Athletic Hourly Resident Daily $65 $35 $450 Hourly Visitor/Event $125 $75 $1,400 Daily $800 Other Fees I Month Visitor Pass Birthday Party Party Room per hour $90 $150 $50

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Adult Programs and Services

Adult Leagues Basketball League (Mens): $650/team Co-ed Soccer 7v7 League: $325/team Co-ed Softball League: $480/team Co-ed Flag Football League: $460/team Co-ed Kickball Competitive League: $325/team Co-ed Kickball Recreation League: $325/team Co-ed Volleyball League: $225/team Doubles Volleyball League: $100/team Doubles Volleyball Tournament (July 4): $30/ player Adult Programs First Aid, CPR, and AED Training: Learn the skills needed to be prepared for emergency situations. This course meets national safety standards. Offered through the National Safety Council. $50/person Services

Park City Recreation

Group Fitness Classes: $9.00/drop in

Mountain Bike Clinic for Women: Learn basic riding technique in small group classes. Increase Personal Training: Independently contracted. your confidence and ability as you learn Park Pricing varies for each trainer and the type of Citys trails. Class limited to six participants. program purchased. $60/ person Parent/Kid Skateboard Clinic: Parents and kids can learn to skateboard and enjoy the park together. Instruction provided for all levels, beginner through advanced. $80: parent and child $55/individual

Nutrition Luncheons: Free drop in educational session to promote healthy eating. Sessions are lead by nutritionists and personal trainers. Healthy snacks are provided

Dirt Jump Clinic : Work alongside instructors to Park City M.O.B. (Moms on Bikes): weekly drop in mountain bike rides lead by moms for moms. help you advance quickly in the sport of proFree gressive mountain biking. $65/person Dog Obedience Training: Puppy, basic, and intermediate programs available . Cover socialization, behavioral reprimanding, potty training, as well as hand and voice commands. $75/dog

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Park City Recreation

Youth Programs and Services

Youth Programs Adventure Camp: Composed of multiple challenging activities such as rock climbing, sailing, river rafting, mountain biking, hiking, archery, horseback riding and more. Six weeks of camp offered. Camp limited to 13 children. $400/ person All-girls Skate Session: Girls of all ages learn to skate in this no-pressure, all fun clinic. Instruction provided for all levels, beginner through advanced. $55/person ; $80 with a friend Dirt Jump Bike Clinics: Help you child advance quickly in the sport of progressive mountain biking. Instruction provided for all levels of riders looking for further progression. $65/ person Friday Play Date: Open gym format allows for kids to run and play with padded mats, foam balls, hula hoops, sports equipment, bounce house, and 20 inflatable slide. Ages 6 and under. $4/family Friday Skate Jams: Jam format competitions. Prepay: $10/person Day of: $15/person Soccer Match Mix Up: Hour long sessions mixing fun, skill, and technique. $50/person Karate: Teaches children the technique of kara- Spring Soccer League: Small-sided teams comte while building their self-esteem, confidence, pete weekly. $70/person (includes uniform respect, and fitness. cost) Tiny Tigers: Ages 4-6. $60/student Ninja: Ages 7+. $65/student Parent/Kid Skateboard Clinic: Parents and kids can learn to skateboard and enjoy the park together. Instruction provided for all levels, beginner through advanced. $80: parent and child $55/individual Skateboard Camp: The best skaters in the Park City area teach your child to skate at our premier skate park at City Park. $80/person Beginner session: $45/person Skateboard Series: Premier skate competition series in Utah. Prepay: $10/person Day of: $15 person Start Smart Soccer: Allows parents to work one on one with their child in a great learning environment. Teaches multiple basic skills such as dribbling, kicking, passing, trapping, agility, and throw-ins. $65/child (includes 2 small balls, shin guards, 4 cones, training manual) Summer Day Camp: Mixes sports, games, arts and crafts, and field trips to keep your childs summer full of entertainment. Full Summer Camper: $1485/child Weekly Camper: $165/child Daily Camper: $40/child

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Park City Recreation

Recreation

Current Recreation & Tennis Organization Chart

Manager

Analyst II .5 FTR

Business & Marketing Coordina-

Tennis Director Contract

Recreation Supervisor FTR

Recreation Supervisor FTR

FTR Recreation Supervisor

Tennis Pros 3 Contract

Tennis Operations Supervisor

Program Staff 10- PTNB

Day Camp Staff 10- PTNB

PC MARC Coordinator FTR

Program Staff 10- PTNB

Weekend/ Evening Maint.

Building II FTR Nick

Aquatics Director PTNB

Recreation Coordinator FTR

Program Staff 10- PTNB

Pro Shop 4- PTNB Yr Round

Tennis/FD Team Leader FTR

Front Desk Team Leader

Aquatics Staff 35 PTNB

Group Fitness Staff 38- PTNB

Child Care 3- PTNB Yr Round

Front Desk Staff 10 - PTNB Yr Round

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Park City Recreation

Job Descriptions
Recreation Services Manager: Under general direction from the City Manager and as a member of the self managed work team including the Recreation, Library, Golf and Ice Arena Departments. The position is responsible for the operation and management of the PC MARC, Recreation Department, Tennis Department and various athletic fields and recreational amenities in the community. Responsibilities include personnel management, financial management, project management, facility development, public relations, working with appointed boards and participating in promotion and programming intended to improve recreation opportunities for the community. Interacts with team to address project, department and personnel issues. Business and Marketing Coordinator: Under the general supervision and direction of the Recreation Services Manager conceptualizes, develops and implements a marketing and business plan for the Recreation and Tennis Departments. Develops and manages the departments operation budget for marketing. Participates in determining and setting the departments revenue and expense goals for each fiscal year. Recreation Supervisor: Under general supervision and guidance of the Recreation Services Manager develops and implements recreation programs and performs supervisory duties in coordinating all functions of the PC MARC and Recreation Departments. Recreation Coordinator: Under supervision of the Recreation Supervisor, coordinates, implements, and supervises various recreation programs, classes and events. Performs a variety of supervisory and administrative duties in the day-to-day operations of Park City Recreation. PCMARC Coordinator: Under supervision of the Recreation Supervisor, is responsible for representing and maintaining the standards of the PC MARC and Recreation Departments by coordinating, administering and supervising the day to day functions and operations of the front desk and childcare departments, with an emphasis on customer service.

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Park City Recreation

Historical Marketing Efforts

Play Magazine Throughout the existence of Park City Recreation, the organization has relied heavily on the Play Magazine to reach the community and make them aware of the programs and services offered. The Play magazine is a printed publication by PC Recreation to inform the public of their offerings. This magazine has gone through numerous phases, but has always been focused on letting the market know what types of recreation are available. This publication is delivered to all residents of the city and western Summit County. Examples of the magazine are displayed below.

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Park City Recreation

Marketing Practices
In addition to the Play Magazine, residents find out about program information and recreation happenings through the PC Recreation flyers available at the MARC and emailed to newsletter recipients. These printed materials provide information about the program, as well as ways to register for the events. In The images below depict the change in the promotions from 2011 to 2013.

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Park City Recreation

Marketing Practices
PC Recreation connects with the community through the use of visual and auditory promotions. They take advantage of the many free community boards through town as well as other free offerings. Free advertisements are offered by the local paper, The Park Record, and KPCW, the local radio station. The Park Record publishes a list of all summer recreational opportunities available to kids in the area called The Parent Guide. This guide consists of both articles on the offerings as well as ads In recent years, PC Recreation has added the use of social media sites such as Facebook and twitter to reach the market as well. Most recent, the organization has created a new position that focuses purely on social media promotions. There are plans to redesign the official PC Recreation website making online registrations more user-friendly and aesthetically pleasing. Below is a screenshot from PC Recreations mobile Face-

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Park City Recreation

Financial Status & Goals

Annual Goals: 65% recovery of cost Adult programs are expected to earn a minimum of 100% of cost. Youth programs are not expected to meet the 100% recovery. Any recovery beyond the 100% recovery of cost from adult programs is used to help promote youth activities.

$600,000 Government subsidy

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Park City Recreation

Climate
Political: Increased taxation Economic: Lowering discretionary income; seasonal employment opportunities; stable family income Societal: Active lifestyles; Upper-middle class families with children Technological: Online registration; Free Wi-Fi; Vehicle training Environmental: Sustainability of parks Legal: Risk Management

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Park City Recreation

Stakeholders
Park City Recreation is a department of the Park City Municipal Corporation. As such, it is reliant on taxpayers for funding. Beyond finances, Basin Recreation and Park City School District have mutual interest in the success and future of the organization. These three all operate on the same field spaces and have collaborated to create a schedule that meets all of their needs.

The benefits of PC Recreation extend to the employees, the residents of the Park City area, and all those who enjoy recreation. PC Recreations goal of becoming the premier choice of recreation has inspired its coordinators and supervisors to create programs that the people desire and participate in year after year.

Suppliers for youth programs are impacted by registration numbers and offerings delivered by PC Recreation. Reducing offerings and eliminating programs will ultimately affect their revenues negatively.

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Park City Recreation

Adventure Activity Competitors Direct

Organization PC Recreation Park City Mountain Resort (indirect) Mountain Biking Trails; Hiking Trails; Alpine Coaster; Season Pass Destination Sports All Seasons Adventures White Pine Touring Adventure Offerings Dirt Jump Clinics; Mountain Bike, Skateboard Clinics; Paddleboarding; Rock Climbing; Hiking; Horseback Riding; Sailing; Rafting Guided Tours: Moun- Hike and Slide; Float tain Biking, Horseback and Fish; Rock and Riding, Rafting, ATV; Raft; Bike and Float Equipment Rental Hiking; Mountain and Road Biking; Rock Climbing

Fees

Varied based on activ- $60-75 ity (Youth adventure camp: $80/day) All Ages Two Facilities All Ages One Facility

$48-$179/person

$80-$175/person

Varied based on activity (ave $100/ person) All Ages Two Facilties

Market Segment Size

All Ages One Facility

All Ages One Facility

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Park City Recreation

Adventure Activity Competitors Indirect

Deer Valley Canyons Park City Mountain Resort

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Park City Recreation

Market Research
Introduction Park City Recreation (PC Recreation) has been holding a youth adventure camp for the past five years that includes activities such as mountain biking, hiking, horseback riding, and rafting. Over the years countless numbers of parents have inquired about an adult adventure camp. To this day, no plan for such a camp exists and there has been no more than muffled undertones of interest to create such a program. We are using a leisure experience needs assessment to find participant preferences. In spite of a lack of interest by the recreation coordinators, we have chosen to conduct research that analyzes a target market for the program, establish what type of activities they are interested in, and discover the markets preferred scheduling for such activities. This research consists of both quantitative and qualitative data.

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Park City Recreation

Market Research
Quantitative Data Analysis The quantitative data was collected by means of surveys. Surveys were handed out to members at the Park City Municipal Athletic and Recreation Center (PCMARC). Participants were randomly selected as they entered or exited the facility. Surveys were then electronically stored future analysis. This sample was chosen as the sample due to their interests in recreation and their familiarity with PC Recreation facilities and programs. A link to the survey is included in at the end of this document. PCMARC members were given printed copies of the survey and the data was then entered electronically to further analyze. Participants also include PC Recreation staff members who stated interest in an adventure program prior to this research. Staff members that participated in the survey did so because of their high interest in participating in such a program. At the conclusion of the survey, participants were able to insert their contact information so that they could be reached if the program is to be developed. The survey was completed by 18 individuals from various age brackets. The charts below depict the age (C:1) and gender (C:2) breakdowns of the surveys completed.

C:1

C:2 25

Park City Recreation

Market Research

C:3

Data collected suggests that this program should include rock climbing, rafting, and hiking as they are the three activities with the highest averages of interest levels. The two activities of the ones provided in the survey that had the least amount of interest include both Olympic Park activities, water jumps and ropes course. Mountain biking and paddle boarding received average levels of interest of approximately four on a five point scale, 3.94 and 4.0 respectively. The chart above (C:3) displays a visual representation of the data collected.

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Park City Recreation

Market Research
In addition to learning who the target market is and the activities that market has interest in, this survey gathered data on their preferred scheduling for such a program. The chart (C:4) below displays that 55% of the sample would prefer to meet once a week for the camp as well the breakdown for all other options given in the survey.

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Park City Recreation

Market Research

Data collected from age brackets 18-25 and 26-35 shows that there is significant interest in hiking, rafting, mountain biking, and rock climbing. These age groups were selected for further analysis since they make up 77% of the surveyed population. Currently, we are unable to establish if the program should be oriented toward introduction to the activities or advancing technical development.

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Park City Recreation

Market Research
Qualitative Data Analysis The qualitative data gathered for this research was been collected by means of interviews in person. Each interview ranged from five to fifteen minutes. Participants for these interviews were selected for their previous engagement in PC Recreation programs and activities. There were a total of four interviews conducted from members of the Park City community. Participants in the interviews represent the 18 -35 year old adult community. This bracket makes up 77% of those whom completed surveys. Of the participants interviewed, 3 were female and one male. Each of the participants was asked the following questions which served as a base for the interview. More questions were developed depending on the individuals response. What adventure type activities do you participate in? (i.e. rock climbing, mountain biking, etc.) How long have you been doing this/these activity/activities? How would the adult community benefit from a program based around these types of activities? How did you first learn of PC Recreation? The answers from these questions varied from interview to interview, but trending themes could be connected across the board. The most common forms of adventure recreation for these participants were mountain biking and hiking. Each expressed a love for being active outdoors and being able to interact with nature in a challenging way. One participant expressed that she started mountain biking because of its sensual similarities of alpine skiing. Others suggested that same connection between various forms of winter recreation in the area like snow shoeing and ice climbing.

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Park City Recreation

Market Research
Qualitative Data Analysis Experience levels varied from each participant and each activity mentioned, but the feeling of overcoming a personal challenge is what inspired each of them to continue their hobbies. Other than this feeling of achievement, several participants said that the community based around the activity is just as inspiring as the fun he has during the activity. In particular he said, Mountain biking is like a cult of skiers who arent ready to call it quits. All we do is change our gear and take a month to get back into bike shape. By that time the trails are open and we are free again. This cult or community based around each activity helps individuals find new friends to recreate with, build new friendships, and tighten the sense of community within the area. Each of these results from adventure activities benefits the entire adult community. Interview participants believe that an adventure program would help introduce people to new activities, new people, and all new experiences. One participant commented that this type of program would offer people new to the area the chance to not only see what kinds of recreation Park City has to offer, but also meet new people. While each interviewee has had their own connection to PC Recreation, each of them found out about the organization because of their love to recreate. PC Recreation is operated under the Park City Municipal Corporation and is responsible for both youth and adult programs throughout the area. These programs take place at city and county owned facilities and fields. The cooperative with Basin recreation, the county operated recreation provider, allows for all members of the community to enjoy these parks and facilities. This opportunity provides direct exposure to both Basin Recreation and PC Recreation.

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Park City Recreation

Market Research
Interpretation Park City Recreations development of an adult adventure program should target young adults, ages 18 35. These markets expressed direct interest in rock climbing, hiking, paddle boarding, and mountain biking. The communities of each of these activities strengthen the overall adult community in the Park City area by offering new experiences and relationships to those who participate. An adventure program may be used as a way to introduce newcomers to the areas recreation and its people, creating a sense of home. Experience levels of the target market vary and further research is needed to develop the specifics of the program. Thus far, a program that operates once a week for several weeks is preferred.

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Park City Recreation

PC Recreation SWOT
Strengths Most Adventure Activities Offered Partnered with United States Ski Snowboard Association Positive Reputation with Consumers Newly Renovated Facility (2011) Experienced Coordinators/ Supervisors On Public Transportation Route Weaknesses Not Visible From Main RoadsLocation Outdated Equipment Limited Parking Seasonal Programming

PC Recreation

Opportunities Unused Land Building Expansion Development of Multi-Activity Adult Based Adventure Program Develop Partnerships with More Guide Programs Population Growth Area Development Current Competitors

Threats

Possibility of Incoming Competitors Weather-dependent Programs Economic Fluctuations: Increased economic standing could lead to more able and willing participants Decreased economic standing could result in less willing or able participants

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Park City Recreation

Segmentation
Demographics:

Race
White Hispanic (nonCaucasian) Pacific Islander African American Asian

Marital Status
Married Single

Income
$0 - $25,000 per year $25,001 - $50,000per year $50,001 - $75,000 per year

Age
18 - 25 26-35 36-45 46-54 55+

Divorced Widowed

$75,001 - $100,000 per year $100,001+ per year

Geographic: Lives 0-20 miles from facility Lives 21-50 miles from facility Lives 51+ miles from facility in state Out of the area (out of state, international)

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Segmentation
Behavioristic: Participant wants to meet new people Participant wants to learn how to rock climb Participant wants to learn how to raft Participant wants to learn how to bike Participant wants to learn how to sail Participant wants to learn how to hike Participant wants to learn how to paddleboard

Participants want a hobby that they and their partner can share. Psychographic: Participant is interested in rafting Participant is interested in biking Participant is interested in rock climbing Participant is interested in sailing Participant is interested in hiking Participant is interested in paddleboarding

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Park City Recreation

Segmentation
Selection:

We have chosen to segment the population based on age and geographic location because we feel these factors will greater define who our potential market is composed of. While other de mographics may seem appealing, age will allow us to develop a program that meets the prefer ences of a range of people rather than smaller categories such as marital status. Segmenting by age will allow us to target various marital situations and create a product that involves people of similar ages that a participant would likely to build a relationship with and recreate with outside of the program.

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Targeting
Based on the surveys respondents, PC Recreation decided to target individuals based on the following criteria: age (demographic) and proximity to our facilities (geographic). Rational for each of these choices is provided below. Age We have selected to target the 18-35 year old adult market because of their interest in the possible activities. This age group also represents 77% of the survey respondents showing a higher level of willingness to be a part of the creation process for this program. This age range consists of varying marital statuses which will allow our program to meet their social needs. For single individuals, it may be a way to meet new people who share similar interests and have similar experience in various activities. For couples, this program can allow them to learn and experience new activities together. Research that supports these two possibilities has not been conducted as these are consumer interest-based rather program based.

Geographic Approximately 90% of the surveys completed were done so by participants that lived within a 50 mile radius of PC Recreation facilities. Narrowing our market down to local residents eliminates further competition against Park City Mountain Resort, Deer Valley, and Canyons Resort, all of whom offer a program that shares a feature of our Adult Adventure Club program. To inform adults in the area, PC Recreation will continue to use the Play Magazine as its primary source of communication. Beyond this we will use the free local advertising services of The Park Record and KPCW, as well as community bulletin boards throughout the area.

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Targeting
Primary Market By choosing to market locally, we are also able to limit our primary target market to local young adults. This decision has been made because of their reported high interest in adventure activities (see Market Research, p. 28). These high levels of interest suggest that the program would meet the preferences of the market. Creating a program that aligns with the preferences of the consumer is our primary need, based on a leisure experience needs assessment. This market is likely to prefer lower price options because of varying levels of discretionary income and more important outlets for their money such as tuition costs, personal savings, and mortgage payments.

Secondary Market The secondary market for this program is adults over 55 who are looking for add more adventure into their lives. This market has been high vocal in their interest for such at program through informal observations. These observations continue to take place at random at the PCMARC by means of verbal communication. There has been no extensive data collection outside of written tally marks. From our data collected in the surveys show that their primary interests are in hiking, rafting, paddleboarding, and rock climbing. (This data has not been included in the market research section since it is a secondary market. It can be added if need be) Members of this market may be willing to spend more than our primary market as long as the activities offered are based on their preferences. This market is looking to experience new activities and is willing to pay for that experience. Compared to the primary market, this market is not as interested in some of the proposed activities.

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Targeting
Primary Market SWOT
Strengths High interest in possible activities Live near facilities Active Lifestyles Weaknesses Varying discretionary income Busy Schedule Educational Professional Personal

Primary Market Local Adults Ages 18-35

Opportunities Growth as individual/couple Refer others to program Repeat participant

Threats Other means of participating in activities Competitors Friends/Colleagues Economic Instability

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Park City Recreation

Positioning
Positioning Attributes Number of Activities Offered Cost to Participants Skill Level Needed Instructor Qualifications Distance of Activities

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Park City Recreation

Positioning
Positioning Map
Low Pricing Park City Mountain Resort*: Few offerings, low price

Primary Target Market

Activities OfferedFew

PC Recreation: Destination Sports: Moderate offerings, Varying price per activity ($49-179) Many activities; Moderate pricing Secondary Target Market

All Season Adventures: Simiar offerings but only in limited packages, moderate high pricing

White Pine Touring : similar offerings higher pricing program dependent

* Represents all indirect competitors that offer outdoor recreation

High Pricing 40

Activities OfferedMany

Park City Recreation

Positioning
Positioning Map Interpretation PC Recreations competitors fall in various positions on the positioning map. The majority of our competitors have similar activities (some the same amount; some fewer), but these competitors also charge more for their services. According the map, PC Recreation is in a manageable position. To approach their target market, we would need to reduce the consumer cost of the program. This may not be possible. For the secondary market, we are already offering more activities at a cost less than they are willing to pay. We could remove activities that are not preferred by the market, but create a better experience for consumers by hiring more experienced, certified employees to lead the activities. To improve the experience further, prices could be increased to provide more top name gear to be used in the program.

Positioning Statement PC Recreation offers the most diverse adventure programs for adults, specifically those between 18 and 35 years of age, in the Park City community to continue their personal growth.

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Park City Recreation

Marketing Objective
1. Create a preference based adult adventure program, which focuses on one activity per session for each of the five weeks, by February 1, 2014. 2. Increase awareness for the created program from 0% to 18% by the open-registration date, April 1, 2014 through the use of printed materials, social networking, and an online newsletter.

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Product
This program consists of five activities (rock climbing, mountain biking, rafting, paddleboarding, and hiking). The program will meet once a week in the evenings, four hour sessions, for five weeks. The intent of this course is to introduce the community to the summer recreation opportunities around the Park City area. This introductory course will allow new members of the community to meet new people as well introduce current members of the community to new passions. Consumers will be able to register for this program by using the PC Recreation website, www.parkcityrecreation.org.

The program will be introducting preexisting activities to an already active community. As such, our primary clientele will be early adopters who have likely been exposed to the activities but may not have participated or have had limited participation opportunities.

While the activities included in this program are not new, their grouping and availability as one program to the adult community in the Park City area is new. As such, this program is considered to lie between the introduction and growth stages on the product life cycle. The design of the program is aimed toward novice skill levels, which means our program is designed to introduce people to the activities, as well as develop those who have little experience in the activities.

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Price
PC Recreation will be using a penetration pricing strategy to appeal to the varying levels of income in our target market. While much of the local market has stable and sufficient income, our pricings intent is to target as much of the community as possible. By keeping our prices relatively low, we will be able to attract our market better as well provide the widest array of activities at a price that is viewed as affordable by members of that market. This pricings appeal will likely result in higher enrollment Price:$475 for the five week session.

Depending on the number of availabilities, daily activity drop ins may be accepted at a premium rate of $125 per activity.

We have chosen this price because it will cover our costs and the costs of our vendors. This price also allows for revenue that will be recirculated back into the program. This recirculated money will be applied to creating a more valuable product for the customer. Ideally the majority of this money is to be applied to further training and certifications for course instructors and supervisors. Primarily this portion will be used as supplemental funding for the completion of a Wilderness First Responder (WFR) course. Other training programs that would be supported include introduction instructing courses in the following fields, river guiding, vertical guiding, and backpacking guide programs. Remaining funds will be used toward developing an adventure recreation department within PC Recreation.

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Place
With so many activities being included in this program, there will be multiple locations depending on the activity. Since the initial product will be using other vendors for certain activities these locations are based on previous locations used in the Youth Adventure Camp. Each session will begin at the PCMARC located at 1200 Little Kate Rd. Park City, UT 84060. Participants will be able to register in person, over the phone, and online at www.parkcityrecreation.org. In person and phone registrations will be conducted by the MARC front desk attendants. The MARC is located just off State Route 224, and is accessible from Kearns Boulevard. With access from two highways, I 80 (via SR 224) and I-40 (via Kearns Blvd.) this location is easy for participants from the surrounding areas to find. This starting location has been selected so that participants will be able to carpool to the various activity locations, as well as follow the course instructor to destinations that the participants are not familiar.

Activity Locations
Climbing Location(s) Ruth Lake, Uinta Mountain Range Little Cottonwood Canyon Big Cottonwood Canyon Rafting Location(s) Weber River, Henefer, UT Paddleboarding Location(s) Uinta Mountain Range:

Hiking Location(s) Uinta Mountain Range: Soapstone Basin

Mountain Biking Location(s) Round Valley, Park City

Mirror Lake Erikson Basin Hoyt Peak

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Promotion
Information about the program will be distributed through social media, printed materials, and radio advertisements. In addition to external marketing, we will also transmit this information through electronic newsletters. The promotional methods have been selected in order to reach our target market in a way that allows them to not only gain the information, but also to interact with PC Recreation through our Facebook page. Each distribution method is categorized below. Radio: KPCW

Social Networking: Facebook: allows for the most visible interaction with our consumers

Printed Materials: PCMARC Community Message boards: Park City Roasters Atticus: Coffee, Books, and Teahouse White Pine Touring Starbucks (Kimball Junction, Prospector) Kimball Art Center Park City Library
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