Agenda - 05-05-1997 - 10a - Laserfiche WebLink

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13 Physical therapy We have built up some experience in physical therapy through the Aqua-Flex program and the collaboration with UNC Hospitals (see Table 2, Aquatics), and this area is ready for expansion, probably with the aid of senior centers, primary care centers, and physical therapy clinics. We should aim to be a center utilized by local primary care and physical therapy centers, UNC Hospitals, Duke Medical Center, and other area hospitals for their patients living within reach of the SportsPlex. PE programs with the universities The ice sports are among the fastest growing recreations in the country, and they are receiving enormous television exposure. It makes sense that a complete university offering in physical education, both for students of physical education and for the general student body, should include a component in figure skating and/or ice hockey. We are seeking to set up such a program with UNC and Duke. Non program sources of revenue Potential non-program sources of revenue for the facility as a whole (as opposed to grants for specific programs) include advertising in the building and corporate or private donations. We have had three major successes with corporate donations: the timing systems in the pool and rink(Pepsi Cola and Kenan Oil/Texaco, resp.) and a 15-passenger van(Northern Telecomm). All of these came through personal intervention of individuals with these companies. A vigorous effort to generate other corporate giving in the first year of operations was a total failure, presumably in part because incorrect images of the SportsPlex could not be dispelled(a private health club dedicated to making money for profit or a government- subsidized outfit that doesn't need it). We have had very modest success in selling ads within the building. We are now armed with much better data on the numbers of customers (potential viewers of the ads)we have, and we have started a new campaign in this direction. The above-named companies were approached for help with specific needs. Very possibly, we will have more success if we can combine the ad campaign with specific needs. For example, we might enjoy more success if we can convince companies that we would be rendering service by getting the teen night concept going and that that will best happen if the rink is equipped with improved sound production, adequate dampening of sound reflection, and more exciting lighting options (disco ball, strobe lights, etc.). These considerations are just one more example of the fact that the successful running of the SportsPlex business requires a range of expertise that goes way beyond what was understood when the original business plan was developed. For the volunteer Board members, this makes the task interesting and invigorating, but scary, all at once. Marketing strategies The SportsPlex is not immediately surrounded by a large population base. Hence, the challenge before the business is to draw participants to the SportsPlex by the breadth and quality of its facilities and programs, and by marketing. In short, people have to learn that something is going on at the SportsPlex, and then be sure that it will be worth the drive. The programs and events at the SportsPlex form the strongest component of the marketing strategy. Good programs bring repeat business. If 650 summer campers enjoy their stays at the SportsPlex, that is likely to be 650 kids who will want to come back some day. Kids who are able to experience skating because of the Parks and Rec classes may someday want to come back for a public session or youth hockey. In May, we will be hosting the monthly meeting of the Hillsborough Chamber of Commerce; we hope our visitors will take some time to look around and possibly see ways that Hillsborough businesses could work closely with the SportsPlex. A look at the crowd during the Carolina Monarchs exhibition hockey game suggested that a lot of individuals were in the building for the first time. Maybe because of this acquaintance, some came back for exercise. We wonder how many of the kids and their parents who took part in the fishing rodeo were later tempted to come back for the more usual sort of SportsPlex activity. And so on. There's another aim in our choice of program. We want to see that cocktail party refrain "SportsPlex? Never heard of it." replaced with "SportsPlex? Oh yeah, I hear they do some good things over there." We Report to the Orange County Commissioners 5 May, 1997 page 11