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Home My WebLink About8.3 Parks & Rec Strategic Plan Rpt G~~q OF DUB~ti X91 STAFF REPORT CITY CLERK `~,~IC~~s~ CITY COUNCIL Flle #920-10 DATE: October 4, 2011 TO: Honorable Mayor and City Councilmembers FROM: Joni Pattillo, City Manager ~a C~ SUBJECT: Parks and Community Services Strategic Plan Annual Report Prepared by Paul McCreary, Assistant Director of Parks and Community Services EXECUTIVE SUMMARY: In November 2008, the City Council adopted the Parks and Community Services Strategic Plan. Staff will present an annual report on the strategic objectives accomplished during Fiscal Year 2010-2011. FINANCIAL IMPACT: None. RECOMMENDATION: Staff recommends the City Council receive the report. lt_~_ Submitted By Reviewed By Director of Parks and Assistant City Manager Community Services DESCR{PTION: In November 2008 the City Council adopted the Parks and Community Services Strategic Plan. This long range planning document identified seven strategies to focus on over the next ten years in relation to park, facility and program development. The strategies include: STRATEGY #1 Develop unique, aesthetically appealing parks and facilities that provide flexible spaces and safe environments to recreate. STRATEGY #2 Promote and support environmental stewardship and protect environmental resources. Page 1 of 2 ITEM NO. 8.3 STRATEGY #3 Implement programs that are popular with the core customer market segments and are responsive to community and industry trends. STRATEGY #4 Position programs and service delivery to be unique, competitive and responsive to customer needs and expectations. STRATEGY #5 Reduce barriers to participation in Department programs and services. STRATEGY #6 Maximize effectiveness of communication with existing and potential customers. STRATEGY #7 Create social connections and strong sense of community within neighborhoods. The Strategic Plan recommends the Department create an annual report for the public showing the progress on the implementation of the plan. Attachment 1 is a comprehensive report on all of the strategic objectives accomplished since adoption of the Strategic Plan. Accomplishments from Fiscal Year 2010-2011 are highlighted. NOTICING REQUIREMENTS/PUBLIC OUTREACH: None. ATTACHMENTS: 1. Strategic Plan Annual Report for Fiscal Year 2010-2011 Page 2 of 2 PARKS & COMMUNITY SERVICES _ - - STRATEGIC PLAN ACCOMPLISHMENTS ~ ~ i - ~ As of June 30, 2011 A. SUPPORT OPPORTUNITIES TO DEVELOP TRAILS AND PASSIVE PARK AMENITIES, AND WHEN FEASIBLE PROVIDE PUBLIC ACCESS TO PRIVATELY HELD OPEN SPACE AREAS Dublin Hills Regional Park opened and work began on connections to Martin FY 2010-2011 Canyon Creek Trail B. PROVIDE LIGHTING FOR PARK FACILITIES WHERE APPROPRIATE TO EXPAND ACCESS AND USE. Completed construction of lighted pathways at Heritage Park and Museums. FY 2010-2011 Completed construction of Fallon Sports Park including lighted basketball and FY 2009-2010 tennis courts, as well as soccer and softball fields. Applied for and received grant for park pathway light replacement project. FY 2009-2010 C. INCORPORATE SHADE STRUCTURES INTO EXISTING AND NEW PARKS. The Kolb Hay Barn was moved to the Heritage Park & Museums to be used as a shelter for heritage programs and summer camps FY 2010-2011 A new playground with shade covers was installed at Stagecoach Park. FY 2009-2010 Shade structures were installed for the Fallon soccer and ball fields. FY 2009-2010 D. COMPLETE CONSTRUCTION OF THE SHANNON COMMUNITY CETNER AND PLAN FOR RE-USE OF THE ACTIVITY CENTER Purchased Activity Center modular building eliminating annual lease payments. FY 2010-2011 Received an "Award of Excellence" for design from the California Parks and FY 2009-2010 Recreation Society. Completed study which recommended continuing to use the Activity Center as a FY 2009-2010 Preschool; doubling the capacity of the program. E. PLAN FOR THE ONGOING RENOVATION AND MODERNIZATION OF EXISTING PARKS AND FACILITIES, AND IDENTIFY FUNDING SOURCES TO MAKE IMPROVEMENTS. Completed renovation of Dublin Sports Grounds. FY 2010-2011 Installed new flooring in Emerald Glen Preschool Building FY 2010-2011 Began renovation of Dublin Sports Grounds using Measure WW grant funds from FY 2009-2010 the East Bay Regional Park District (EBRPD). ......Submitted grant applications for: • Tree Replacement Project (awarded) • Energy Block Grant to replace park lighting with LED lights (awarded) FY 2009-2010 • Shannon Park parking lot improvements (not awarded) • Dublin Heritage Park and Museums "Fresh Water Corner" (not awarded) Replaced playground equipment at Emerald Glen and Stagecoach parks. FY 2009-2010 F. DEVELOP THE DUBLIN HERITAGE PARK AND MUSEUMS AND RELOCATE THE HISTORIC KOLB RANCH BUILDINGS TO THE SITE Completed construction and conducted dedication event on July 2, 2011 FY 2010-2011 Commenced construction and moved the buildings FY 2009-2010 G. MONITOR OPPORTUNITIES TO DEVELOP AND/OR OPERATE FACILITIES IN PARTNERSHIP WITH OTHER PUBLIC OR PRIVATE ORGANIZATIONS. Dublin Hills Regional Park opened and work began on connections to Martin FY 2010-2011 Canyon Creek Trail Completed update to Joint Use Agreement with Dublin Unified School District FY 2010-2011 2 • • A. IMPLEMENT THE CITY'S GREEN BUILDING ORDINANCE IN RELATION TO FACILITY DEVELOPMENT. Prepared documentationfor Shannon Community Center LEED certification. FY 2009-2010 B. MODEL BEST PRACTICES IN HOW TO BEST MANAGE FACILITIES AND PROGRAMS IN AREAS SUCH AS WASTE REDUCTION, RECYCLING, WATER AND ENERGY CONSERVATION, INDOOR AIR QUALITY, GREEN CLEANING PRACTICES AND ENVIRONMENTALLY FRIENDLY SUPPLY AND EQUIPMENT REQUISITION. Installed central irrigation control system at various parks to monitor and reduce FY 2009-2010 water consumption. Received grant funding to replace park lighting with LED lights. FY 2009-2010 C. SUPPORT IMPLEMENTATION OF THE CITY'S BIKEWAYS MASTER PLAN. Offered new biking class for cruisers FY 2010-2011 Promoted Bicycle Safety Classes and Bike to Work Month Activities. FY 2009-2010 Conducted Bike Rodeo for Fun in the Sun Camp in partnership with Dublin Police FY 2009-2010 Services. D. FACILITATE CARPOOLING TO CITY SPONSORED PROGRAMS, CLASSES AND EVENTS. Promoted access to St. Patrick's Day Festival from BART station FY 2010-2011 Established Senior Center Ride Match Program. FY 2009-2010 E. FACILITATE LEARNING ABOUT THE ENVIRONMENT AND INVITE THE PUBLIC TO BE ACTIVE PARTICIPANTS IN STEWARDSHIP PROGRAMS. Received Award of Excellence from the California Park and Recreation Society for the Nature Day Camp Program FY 2010-2011 Expanded Family Camp Out Program to Emerald Glen Park and Tassajara Creek FY 2010-2011 Implemented a new Nature Day Camp Program. FY 2009-2010 3 • • • • • • • • • • • • • • • • • • • • A. EFFECTIVE COMMUNICATIONS WITH RESIDENTS AND MARKETING STRATEGIES THAT CONSIDER PRODUCT, POSITIONING, PLACE, PRICE AND TARGETED PROMOTION. Created new web pages for Department on new City website. FY 2010-2011 Implemented new quarterly e-Newsletters for three market segments FY 2010-2011 Expanded use of electronic promotions and email blasts using Vertical Response FY 2009-2010 Created new branding and marketing strategy for annual St Patrick's Day FY 2009-2010 Celebration Implemented new special event "Sponsorship Packages" FY 2009-2010 B. POSITIVE YOUTH DEVELOPMENT AND STRONG FAMILIES. Implemented new Family Camp Out at Emerald Glen Park FY 2010-2011 Expanded Preschool Program to both Shannon and Emerald Glen Parks, with 120% FY 2009-2010 increase in registration Developed Super Sitters Program FY 2009-2010 C. HEALTHY LIFESTYLES AND WELLNESS Implemented new "Fit Hour" in After School Recreation and Fun in the Sun FY 2010-2011 Created new series of cooking and nutrition classes FY 2009-2010 Expanded cooking and nutrition classes FY 2009-2010 D. ACTIVE LIFESTYLES INVOLVING SPORTS AND FITNESS Implemented new Adult Soccer Leagues FY 2010-2011 Expanded Adult Softball Leagues FY 2010-2011 Implemented new USTA Sanctioned Adult Tennis Tournament FY 2010-2011 Expanded fitness classes FY 2009-2010 E. EVENTS TO CELEBRATE COMMUNITY MILESTONES, ENHANCE COMMUNITY PRIDE, ENCOURAGE SHARING OF CULTURAL TRADITIONS AND CONTRIBUTE TO ECONOMIC DEVELOPMENT Conducted dedication event for Fallon Sports Park FY 2010-2011 F. FUN AND SAFETY IN AND ABOUT THE WATER Participated in the Guinness Book of World Record's Largest Swimming Lesson FY 2010-2011 4 G. PERSONAL ENRICHMENT AND PARTICIPATION IN HOBBIES, LEISURE PURSUITS, AND SELF-HELP ACTIVITIES. Expanded use of the Senior Center on Saturday mornings FY 2009-2010 H. APPRECIATION OF NATURE AND PARTICIPATION IN UNIQUE AND ADVENTUROUS OUTDOOR RECREATIONAL ACTIVITIES. Implemented new Family Camp Out at Emerald Glen Park with nature theme FY 2011-2012 Implemented new Nature Day Camp Program FY 2009-2010 I. PRESERVATION AND INTERPRETATION OF DUBLIN'S CULTURE AND HERITAGE. Initiated Phase III of Museum Assessment Program-Consultant Review FY 2010-2011 Produced a book on the Kolb Family FY 2010-2011 Set up the Collections Research Room in Kolb House with volunteer researchers FY 2010-2011 Expanded school and group tour curriculum to include the Kolb facilities FY 2010-2011 Preserved the Kolb Tractor for viewing and tractor rides FY 2010-2011 Conducted exhibit on the Donlon family history FY 2010-2011 Developed Education Curriculum Packet for DUSD FY 2009-2010 Completed Phase II of Museum Assessment Program FY 2009-2010 Produced exhibit and book on Martin Family FY 2009-2010 Worked with DHPA/Camp Parks to preserve history FY 2009-2010 Coordinated Oral Histories project FY 2009-2010 J. EXPANSION OF ACTIVITIES AVAILABLE FOR TEENS Implemented new Teen/Senior Car Show FY 2010-2011 Implemented Teen Circuit Program FY 2009-2010 5 ~ I • • • • • • A. PROVIDE HIGH-QUALITY, EXPERIENCED STAFFING AND INDEPENDENT CONTRACTORS TO PROVIDE FIRST RATE INSTRUCTION, SUPERVISION AND CUSTOMER SERVICE. Conducted Disney Institute Customer Service Training for all Department Staff FY 2009-2010 B. EDUCATE PUBLIC THAT PARKS AND COMMUNITY SERVICES ACTIVITIES ARE THE MOST FUN, EFFECTIVE WAY TO IMPROVED HEALTH AND WELLNESS. Implemented quarterly "DublinDiRECt" e-Newsletter including articles FY 2010-2011 Participated in two Community Resource Fairs at Camp Parks FY 2010-2011 Participated in Health Fair at Shaklee FY 2010-2011 Implemented "Parks Make Life Better" Marketing Campaign FY 2009-2010 C. BECOME A RESOURCE FOR FINDING OTHER RESIDENTS WITH SIMILAR RECREATIONAL INTERESTS TO FORM SOCIAL GROUPS FOR WALKING, HIKING, BIKING AND PLAYING SPORTS. Conducted drop in sports events for seniors FY 2010-2011 Expanded use of "free agent" player lists for all adult sports leagues FY 2009-2010 D. PACKAGE DEPARTMENT PROGRAMS TO SERVE AS WELLNESS PROGRAMS FOR LOCAL EMPLOYERS. Participated in Health Fair at Shaklee Corporation FY 2010-2011 Participated in Health Fair at Zeiss Meditec FY 2009-2010 E. DEVELOP A COST RECOVERY POLICY TO PROVIDE A METHOD FOR DETERMINING APPROPRIATE PRICING FOR PROGRAMS BASED ON MARKET COMPARISONS, QUALIFICATIONS OF THE INSTRUCTOR, ESTIMATED REGISTRATION AND REVENUE, OVERHEAD COSTS AND COMMUNITY BENEFIT Developed and adopted Parks and Community Services Pricing Policy FY 2010-2011 F. POSITION THE SHANNON COMMUNITY CENTER AS A PREMIER REGIONAL RENTAL FACILITY FOR SOCIAL EVENTS. Created rental brochure FY 2009-2010 Attended bridal fair FY 2009-2010 Posted information on various websites FY 2009-2010 G. POSITION THE FALCON SPORTS PARK AS A PREMIER TOURNAMENT FACILITY Attended conference on promoting facilities for tournaments FY 2010-2011 Updated sports field marketing and inventory information with Tri-Valley Convention and Visitors Bureau FY 2010-2011 6 ~ ~ ' • • . • • . • . • 1 ~ • . • • • • A. EXPAND THE NUMBER OF FULL-DAY PROGRAMS WHEN SCHOOL IS NOT IN SESSION. Expanded Sports and Swim Camp Program to Spring Break FY 2010-2011 Expanded the number of Sports and Swim Camp combinations for summer FY 2010-2011 Implemented new Nature Day Camp Program FY 2009-2010 Implemented new Sports and Swim Camp Program FY 2009-2010 Implemented the Camp Connector FY 2009-2010 B. PROVIDE YOUTH PROGRAMS OR CHILD CARE IN TANDEM WITH ADULT CLASSES TO INCREASE PARTICIPATION BY PARENTS. Implemented Super Sitter Program FY 2009-2010 Offered tandem parent and child tennis classes FY 2009-2010 C. PROVIDE FEE ASSISTANCE FOR YOUTH PROGRAMS FOR HOUSEHOLDS WITH LOWER INCOME. 49 applications received and $5,206 in scholarships were disbursed as part of the FY 2010-2011 Youth Fee Assistance Program. Partnered with Dublin United Soccer League to offer spring break soccer clinics with proceeds benefitting the DUSL scholarship fund and the City's Youth Fee FY 2010-2011 Assistance Program. 33 applications received and $2,100 is scholarships were awarded as part of the FY 2009-2010 Youth Fee Assistance Program. 7 ~ • • • • • • • • • A. MONITOR TRENDS IN CONSUMER ADAPTATION OF TECHNOLOGY AND EXPAND USE OF ELECTRONIC PROMOTIONS WHEN FEASIBLE. Implemented quarterly e-Newsletters for three market segments FY 2010-2011 Implemented use of notify me, calendar and newsflash modules on City website FY 2010-2011 Expanded use of Vertical Response mass emails FY 2009-2010 B. EXPAND DEPARTMENT OUTREACH AND PROMOTIONS AT CITY EVENTS TO GAIN NEW CUSTOMERS. Promoted Department programs at the Farmers Market FY 2010-2011 Created Department Event Promotions Committee FY 2009-2010 Created partnership with Dublin Police Services to cross promote Department FY 2009-2010 services at Police events 8 • • • • • • A. DEVELOP ABILITY TO FIND OTHERS IN THE COMMUNITY WITH SIMILAR RECREATIONAL INTERESTS. Expanded free agent lists for adult sports leagues FY 2009-2010 Offered drop-in golf and tennis programs for older adults FY 2009-2010 B. CONDUCT PROGRAMS AND EVENTS IN NEIGHBORHOOD PARKS. Expanded Family Camp Out program to Emerald Glen Park FY 2010-2011 Conducted Senior Picnic at Emerald Glen Park FY 2010-2011 Conducted Camp Out at Alamo Creek Park FY 2009-2010 Conducted Senior Center luncheon at Bray Commons FY 2009-2010 9