Monterey Sports Center 2022 Community Survey and Operational Analysis

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Consultation has concluded

THE SURVEY IS NOW CLOSED - RESULTS WILL BE PUBLISHED SOON.

The City of Monterey is committed to providing quality parks and recreation facilities and programs. We are seeking your feedback about the Monterey Sports Center!

The City has hired The Sports Facilities Advisory, a wellness facility consulting firm, to conduct a comprehensive community analysis of the Monterey Sports Center in order to help us refine our vision and create a sustainable plan for the continued success of serving our community. Your opinion is valuable to us and we are listening!


How did the COVID-19 pandemic impact the fitness industry and the Sports Center?

The pandemic took an outsized toll on public health and had a far-reaching impact on all business sectors, including the fitness industry. State mandates, social distancing, remote work, and contactless interactions led to $15 billion in lost revenue for clubs and fitness studios in the U.S. last year. When gyms closed, people were forced to rethink their fitness routine. There was a surge in residential fitness equipment sales as they built in-home gyms. Virtual fitness programs exploded, and outdoor fitness and recreational activities boomed. People formed new habits which has had profound implications on the industry as a whole.

Pre-pandemic, the Sports Center had approximately 8,000 members and annual revenue near $4.5M. Post-pandemic, both membership and revenue are trending at about 50% of pre-pandemic activity. Staff have stayed engaged with members, increased marketing efforts, and focused on core competencies while also introducing new programs to recruit and retain members.

What is the Operational Assessment?

While the Sports Center’s membership sales, program registration, and revenue are steadily improving, a full operational assessment will identify the strengths, weaknesses, threats, and opportunities that are impacting recruitment and retention of members and program participants. Since City staff do not have the depth of expertise in this level of analysis, the decision was made to hire a qualified firm to complete the task.

Sports Facilities Companies (SFC) was selected and awarded the contract. SFC has a strong team including experts in fitness and sports facility management, recreation program development, community engagement, strategic planning, financial analysis, marketing strategy, brand development, and aquatics optimization.

Is the Monterey Sports Center being sold?

No. The Operational Assessment will help the City identify how best to operate and provide services to the community at the Monterey Sports Center through a fiscally sustainable model. The Sports Center is not being sold and the City is committed to its success. City leaders recognize that the community facility serves residents and community members of all ages, backgrounds, and needs. In Fiscal Year 2022/23 alone, the City of Monterey, through the Neighborhood and Community Improvement Program (NCIP), is funding over $1.3 million to replace the facility's dehumidifier, and investing hundreds of thousands of dollars on other projects at the Sports Center.

What will the Operational Assessment tell us?

We don't know yet, but the assessment is expected to be completed in late 2022. Recommendations from the assessment will be presented to the community and help identify how best to serve, staff, and operate what we all cherish is the "premier fitness facility on the Monterey Peninsula."

THE SURVEY IS NOW CLOSED - RESULTS WILL BE PUBLISHED SOON.

The City of Monterey is committed to providing quality parks and recreation facilities and programs. We are seeking your feedback about the Monterey Sports Center!

The City has hired The Sports Facilities Advisory, a wellness facility consulting firm, to conduct a comprehensive community analysis of the Monterey Sports Center in order to help us refine our vision and create a sustainable plan for the continued success of serving our community. Your opinion is valuable to us and we are listening!


How did the COVID-19 pandemic impact the fitness industry and the Sports Center?

The pandemic took an outsized toll on public health and had a far-reaching impact on all business sectors, including the fitness industry. State mandates, social distancing, remote work, and contactless interactions led to $15 billion in lost revenue for clubs and fitness studios in the U.S. last year. When gyms closed, people were forced to rethink their fitness routine. There was a surge in residential fitness equipment sales as they built in-home gyms. Virtual fitness programs exploded, and outdoor fitness and recreational activities boomed. People formed new habits which has had profound implications on the industry as a whole.

Pre-pandemic, the Sports Center had approximately 8,000 members and annual revenue near $4.5M. Post-pandemic, both membership and revenue are trending at about 50% of pre-pandemic activity. Staff have stayed engaged with members, increased marketing efforts, and focused on core competencies while also introducing new programs to recruit and retain members.

What is the Operational Assessment?

While the Sports Center’s membership sales, program registration, and revenue are steadily improving, a full operational assessment will identify the strengths, weaknesses, threats, and opportunities that are impacting recruitment and retention of members and program participants. Since City staff do not have the depth of expertise in this level of analysis, the decision was made to hire a qualified firm to complete the task.

Sports Facilities Companies (SFC) was selected and awarded the contract. SFC has a strong team including experts in fitness and sports facility management, recreation program development, community engagement, strategic planning, financial analysis, marketing strategy, brand development, and aquatics optimization.

Is the Monterey Sports Center being sold?

No. The Operational Assessment will help the City identify how best to operate and provide services to the community at the Monterey Sports Center through a fiscally sustainable model. The Sports Center is not being sold and the City is committed to its success. City leaders recognize that the community facility serves residents and community members of all ages, backgrounds, and needs. In Fiscal Year 2022/23 alone, the City of Monterey, through the Neighborhood and Community Improvement Program (NCIP), is funding over $1.3 million to replace the facility's dehumidifier, and investing hundreds of thousands of dollars on other projects at the Sports Center.

What will the Operational Assessment tell us?

We don't know yet, but the assessment is expected to be completed in late 2022. Recommendations from the assessment will be presented to the community and help identify how best to serve, staff, and operate what we all cherish is the "premier fitness facility on the Monterey Peninsula."