YMCA Feasibility StudyCity of Tigard
YMCA of Columbia-Willamette
Feasibility Study
Report Findings & Highlights
May, 2015
Prepared by: Constance Miller & John Perdue
Purpose and Methodology
Goal: To determine community support levels for building a facility operated by the
YMCA and funded by tax dollars
Feasibility study specifically scoped to include:
• Appropriate pricing
• Forecast membership and usage
• Forecast demand for programs, facilities, and features
National call center approach:
• Representative contact lists of registered voters living within Tigard city limits
• Screening questions related to home ownership
• 501 qualified completed respondents (4.32% margin of error, 95% confidence level)
• 380 Community members
• 121 Current and former Y members
2
Parking Lot: The results may be used to identify
areas where stakeholders decide to dig-
deeper and conduct additional analysis
“My best analysis leads me to more questions”
Market Area Demographics & Psychographics
Incomes and home values are high compared to many YMCA markets and families are
primarily educations professionals. Respondent demographics and city profile display a
strong potential market.
Market Profile
• Population growing faster than the U.S. as a whole
• Age, % of households with children and home ownership rates on par with national
averages
• Median family income and home values are higher than national averages
Tapestry Segmentation
National defined lifestyle segments indicate a majority of educated professionals,
including:
• Bright Young Professionals = young, educated, working professionals
• Soccer Moms = affluent, family oriented, two working adults with children
• Enterprising Professionals = young, well-educated STEM professionals
• Emerald City’s = young renters with no children, well-educated, median U.S. income
• Metro Fusion = young, diverse renters with young children
3
Current Exercise Habits
Tigard’s population has a high incidence of regular exercise and relatively high use of
exercise facilities.
• Nearly 61% of respondents currently exercise 3+ times per week
• 1/2 exercise at home + 1/3 exercise at a gym
• Use of for-profit fitness centers is strong and those used most often are not located
within the City of Tigard
4
60.6%
14.4%
4.2%
20.8%
%
of
Exercise
Per
Week
3
or
more
8mes
a
week
2
8mes
a
week
Once
a
week
I
don't
exercise
on
a
regular
basis
Demand for Programs and Facilities
When asked about the likely frequency of use,
respondents indicated a “pool” (46.7%) and
“cardiovascular” (45.7%) exercise to be the of
most interested at a potential Tigard YMCA.
71.2% of respondents with children reporting they
would be “very interested” in using the potential
facility.
5
0.0%
10.0%
20.0%
30.0%
40.0%
50.0%
60.0%
Specific
classes
for
teens/
teen
programming
Child
Watch
(while
parents
work
out)
Family
Exercise
classes
and
games
like
kickball,
family
Olympics
and
family
Classes
for
youth
such
as
art,
music,
dance,
theater
Personal
Training
Spinning/Group
Cycling
Starter
fitness
programs
Open
gym
8me
Yoga
and
Pilates
Group
exercise
classes
such
as:
Body
Sculpt,
Zumba,
Step
Aerobics,
TRX
Free
weights
or
machine
weights
for
strength
training
Cardiovascular
Equipment
like
treadmills,
bikes
or
ellip8cal
Pool
Would
use
o\en...
71.2%
18.3%
10.5%
%
with
those
with
children
interested
in
using
the
Y
Interested
Neutral
Not
Interested
Financial Support for New Facility
41.9% of homeowners would support a $10/month property tax increase for a
new Y facility in Tigard; 39% are unsure or need more information
6
Note: findings are market research based and not interchangeable with voter polling
0.0%
5.0%
10.0%
15.0%
20.0%
25.0%
30.0%
35.0%
40.0%
45.0%
Support
Need
More
Informa8on
Not
Sure
Oppose
%
of
Homeowners
Support
for
Proposal
Membership Demand
7
The most commonly selected membership types reported:
• Family membership of 2 adults and no children (29.3%)
• Family membership of 2 adults and children (29.3%)
• Adult age 26-64 (23.1%)
29.3%
29.3%
23.1%
12.8%
3.4%
1.4%
0.7%
%
Interest
in
Membership
Types
Family
Membership:
2
Adults
Family
Membership:
2
Adults
with
child(ren)
Adult
(ages
26-‐64)
Senior
(65+)
Family
Membership:
Adult
plus
1
child
Teen/Young
Adult
(ages
13-‐25)
Membership Forecast
8
Based on conservative estimates, a new facility in Tigard would attract
approximately 1,747 to 2,274 membership units within 3 years
These projections are comparable to an existing Y near this market area
*the lowest price point = outlier
Membership
Type
Highest
Price
Next
Highest
Price
Middle
Price
Next
Lowest
Price
Lowest
Price*
Total
poten*al
new
membership
units
at
price
level
1,747
1,836
2,060
2,274
3,106
Recommendations
9
Based on study results …
• Proceeding with steps in developing a new Y facility by using the
forecasts of demand at different price levels and related findings to
determine potential facility size and viable offerings
• Consider plans to publicize/communicate the potential new facility to
the community in light of comparatively low opposition
• Exploring location options within downtown Tigard
Parking Lot
10
YMCA of Columbia-Willamette County & City of Tigard potential questions (so far):
• Voter polling in follow-up to levels of homeowner support expressed?
• Explore where community center fits within city priorities at this time?
• Consider steps needed to take a facility bond measure for voter consideration in
context of other city priorities for funding and facilities?
• Determine capital and operating costs that might be indicated in Tigard for
potential center or a potential facility size that may be feasible?
• Consider how a future partnership with a recreational operator might be
structured in terms of an agreement?
• Consider timing and planning needed for site and facility planning, design, and
construction?
The Parking Lot is where questions that required additional
analysis are captured for consideration and planning potential
next steps.
“My best analysis leads me to more questions”