Agenda Packet_2022-05-17 - Laserfiche WebLink

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MARKET POSITION AND FINANCIAL SUSTAINABILITY Santa Ana's programs are in part limited by the funding available to invest in programs and services. While some programs are anticipated to generate revenues and offset costs, the City typically subsidizes most programs and services. To identify an appropriate cost recovery strategy for providing and managing recreation programs, the City of Santa Ana conducted a Service and Financial Sustainability Study in 2020. It identified facilities and programs where the City should strive to increase revenues, coordinate activities, or divest programs. Programs were categorized as follows: Affirm Market Position: Competitive pricing strategies for programs at existing sites may be able to increase program reviews. The following programs and facilities were identified for affirm market position: • Zoo camps • El Salvador Center • Garfield Community Center • Jerome Center • Lawn Bowling Clubhouse • Roosevelt -Walker Community Center • Salgado Center • Santa Ana Senior Center • Southwest Senior Center • Pre-school classes Advance Market Position: There are several types of programs that the City could expand and increase fees to capture more of the market. Examples include: • Film permits • Concessions • Vendor agreements • Equipment rentals • Sports field and facility reservations • Zoo programs, and admissions • Arts, music and culture programs, such as Creative Drawing, Salsa, Ballroom & Line Dancing, Jewelry Making, Hip Hop, Ballet • Fitness and wellness classes, such as Toning, Yoga, Zumba, Brain Wellness, Judo, • FOSAZ rentals and events • Sports, including boxing tournaments and multi -sport camps • Most special events ?'!1P Wr7 IF ` Complementary Development: Recognizing that other providers are active in these areas, Santa Ana should carefully plan the following types of programs to avoid duplication: • Youth Leagues • Camps and After School Programs • Youth Classes and Sports • Preschool Classes and Sports • All Ages Classes and Sports Investment: Investment is advised where opportunities exist to strengthen the current weak market position. This applies to: • Picnic reservations • Movies in the Park Collaboration or Divestment: Santa Ana may consider partnerships or divestment to minimize or eliminate duplicative services. Collaborate or Divest was identified for two facilities that are out of date making them less attractive for programs or rentals, as well as a small number of programs in various categories. • Memorial Center • Santa Anita Center • Programs such as Aerobics and Zumba Latin 126 127