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HomeMy WebLinkAboutMinutes - Minutes - Parks & Recreation Advisory Commission - Meeting Date: 1/28/2017CITY OF GLENDALE PARKS AND RECREATION ADVISORY COMMISSION MEETING MUNICIPAL COMPLEX — ROOM B3 5850 W. GLENDALE AVENUE January 28, 2017 9:00 A.M. MEMBERS PRESENT: Manuel Padia, Chair Barbara R. Cole Henry Rosas Ethan McAffee Alicia H. Rubio MEMBERS ABSENT: Len Koh Lorrie Moreno OTHERS PRESENT: Erik Strunk, Director Public Facilities, Recreation & Special Events Tim Barnard, Assistant Director Stephanie Miller, Program Manager Michael Beck, Chief Librarian I. CALL TO ORDER Chair Padia called the meeting to order at 9:06 a.m. IL ROLL CALL Chair Padia took roll call and noted that Commissioner Koh was absent. Mr. Strunk announced that he was notified by Council staff that Commissioner Moreno rescinded her resignation and is still actively on the Commission. Mr. Strunk noted that Commissioner Moreno was unable to attend today's meeting. III. APPROVAL OF MINUTES — JANUARY 11 2017 Commissioner Rosas motioned, second by Commissioner McAffee, to approve the January 11, 2017 meeting minutes as written. Motion carried 5 — 0. IV. BUSINESS FROM THE FLOOR None. V. PROPOSED FEE ADJUSTMENTS FOR PARKS RECREATION AND LIBRARY SERVICES Mr. Strunk stated that in December 2015, the Norris Design Group was contracted to review and make recommendations regarding the fee philosophy used to determine user fees for the Parks and Recreation and Library Services Divisions. The report and the recommendations were presented to the Commission in October 2016 and were accepted at a voting meeting by the Commission in November 2016. Mr. Strunk explained that at today's meeting, a more complete financial analysis of the recommendations will be presented to the Commission. Mr. Strunk stated that the Commission will be asked for a recommendation regarding the proposed fee adjustments, which would then be sent to the Council for final review and consideration. Mr. Strunk stated that if the Commission needed more time for review, it could be also discussed and voted on at the February 2017 meeting. Mr. Strunk introduced Mr. Beck, who would provide the presentation regarding Library Services. Mr. Barnard explained that when the Fee Study was first initiated, Library Services was included with Parks and Recreation under the Community Services Division. Mr. Barnard noted that the Fee Study for Library and Arts is not under the purview of the Commission and will be presented to and reviewed by the Library Advisory Board. Commissioner Cole inquired if the Commission was required to vote on the Fee Study at this meeting. Mr. Strunk replied that the agenda calls for action; however, if the Commission would like to further review the Fee Study, action could be placed on the February agenda. Commissioner Rubio inquired if the Commission is being asked to vote on the section in the Fee Study for the Library. Mr. Strunk commented that staff would like the report to be voted on as a whole. Mr. Strunk stated that the Library Advisory Board will also review and take action on the report. Mr. Strunk's presentation included the following highlights: • Norris Group Hired in December 2015 • Initial Findings Presented in October 2016 • Final Report and Recommendation Approved in November 2016 o Pursue Programmatic Enhancements o Pursue Updates to Activity and Class Fees o Update Rental Fees o Update Fees for Recreation Centers and Aquatic Facilities o Update Existing Fee Policy • Financial Analysis of Fee Adjustments: January 2017 Ms. Miller presented information and a graph depicting the Three-year Revenue Trend for Parks and Recreation and Library and Arts for the following fiscal years: FY13-14, FY14-15, and FY15-16. A three-year average was also included. Mr. Strunk reminded the Commission that this graph is not based on the new division reorganization, meaning Special Events is not included in the Parks and Recreation figures. Commissioner Rubio suggested that for reporting purposes, this information should be annotated on the graph. Commissioner Rubio commented that the general public who may be viewing the Fee Study report and charts would not readily know that information. Commissioner Rubio wanted to ensure that the Library Board would review the Fee Study for the Library section thoroughly. Mr. Strunk replied that the Library Board will be reviewing the Fee Study and a write-up will be done for Council noting that both the Parks and Recreation Advisory Commission and the Library Advisory Board have reviewed the Fee Study. Commissioner Cole asked if the Library Advisory Board could override a recommendation made by the Parks and Recreation Advisory Commission. Mr. Barnard replied that the Library Advisory Board would be focusing on the library fees, but might consider the room rentals as well. Mr. Strunk stated that the recommendation will reflect that the Library Advisory Board recommendation is in regards to the Library fees and the Parks and Recreation Advisory Commission is in regards to the Parks and Recreation fees. However, both sections will be presented to both groups for informational purposes as the Commissioners are all members of the public. Mr. Strunk presented information and a graph depicting the FY15-16 Revenue by Type. The Commissioners were also provided with detailed information as well. • FRAC: $937,700 • Aquatics: $334,312 • Sports and Health: $314,147 • Library: $272,617 • Miscellaneous: $242,584 — includes ramada rentals, permits, and Sahuaro Ranch Park rentals. • GAC: $195,706 • Youth and Teen: $135,985 2 Chair Padia inquired if the FRAC revenue is for memberships and fees or includes other items. Mr. Barnard replied in the positive and added that there is still data to be mined as some fees are intertwined. Mr. Barnard stated that the City is working on purchasing a software system which will provide even more detailed breakout of fees and revenue. Mr. Strunk presented the following concepts: • Revenue Categories: o Council Approved: Those associated with the rental or reservation of all real property. For example: ■ All facility rentals whether within a structure (i.e. rooms, patios, buildings) or within outdoor parks system (i.e. ramadas, ball fields, swimming pools, other real property). ■ These fees can only be changed by Council action. o Market -Based: Those associated based on market trends and/or are administrative in nature. For example: ■ Programming fees, the market cost of convenience items, recreation membership fees, overdue library fines, administrative fees, etc. Mr. Barnard presented the following: • Fee Adjustment Overview o Department Fee Structure is: ■ Public in Nature, Competitive in Practice ■ Governed by Public Requirements ■ Based on Community Interest and Demand Driven ■ Compared to Public and Private Sectors ■ Cyclical and Subject to Economic Variations ■ Comprised of 500 User -Fees ■ Based on Fee Philosophy: 5 -Tiered System • Category l: Fixed Programs • Category 2: Core Programs • Category 3: Tiered Services • Category 4: Revenue Centers • Category 5: Partnerships Commissioner Cole inquired if resident income is considered when establishing fees. Mr. Barnard replied in the negative and added that in the future, staff may be reviewing differential pricing. Mr. Strunk noted that the City provides certain services that others do not because it is a public institution. Mr. Strunk commented that when it makes sense to privatize or partner with another provider, the City will do so. Mr. Strunk commented that the greater the public benefit, the less likely there will be a charge. Commissioner Rubio noted that this is the reason a goal for the Commission in regards to fundraising for the Youth Scholarship Fund was established. Commissioner Rubio stressed that the City should also focus on fundraising and the beginning of the new year is a perfect time to implement fundraising. Commissioner Rubio stated that the City is really a self-sustaining non-profit. Commissioner Rosas inquired as to whom had overall jurisdiction regarding the fees. Mr. Strunk relayed that Council has overall jurisdiction. Mr. Barnard commented that staff is looking for more flexibility with the fees and Mr. Strunk stated that this would be explained later in the presentation. 3 Mr. Beck presented the following regarding Library & Arts: • FYI 5-16 Department Revenue by Type • Revenue Sources for 2014, 2015, and 2016 • Projected Revenue Growth: FY17-FY21 • Summary of Proposed FYI 7-18 Fee Adjustments Commissioner Cole inquired if there is a charge to use the computers at the Library. Mr. Beck replied in the negative but added that there is a charge for printing and photocopy. Commissioner Cole inquired as to the process for paying for photocopying and Mr. Beck explained the process. Mr. Beck also explained the Maricopa County reciprocal borrowing agreement in which the Glendale libraries participate. Commissioner Rubio brought friends to the main library who were very impressed and commended Mr. Beck. Commissioner Rubio commented on the beauty of the native plants outside the main library and the park as well which provide a wholeness to the library. Commissioner Rubio relayed that the library staff is very polite and professional. Commissioner Cole praised the Velma Teague Library, and noted that each time she visits it is filled with patrons. Commissioner Rubio asked if there was a plan to expand the Velma Teague Library and Mr. Beck replied in the negative. Mr. Beck noted that in the Master Plan, there is a library identified for Heroes Park. Mr. Beck stated that there was a recent renovation done at Velma Teague Library utilizing CDBG funds. Commissioner Rosas commented that the recommendations in the Fee Study for the Library would lower revenue. Mr. Beck agreed, stating that there would be an immediate revenue decrease which is estimated to balance out over two years. Mr. Beck commented that by lowering room rental rates, new users and increased rentals are expected. Chair Padia noted that this was a "J Curve" philosophy, which means that there is immediate loss in revenue, but over time revenue will rise due to increased bookings at the lower rate. Chair Padia commended staff in recognizing and keeping costs down so not to overcharge patrons. Chair Padia stated that the Glendale residents should know that the City is lowering costs and fees for specific items. Commissioner McAffee inquired as to the cost of photocopies at stores such as Kinkos. Mr. Beck was unsure of the costs at private stores, but stated that the proposed photocopy fees are in line with other valley libraries. Mr. Barnard presented the following regarding Aquatics: • FYI 5-16 Department Revenue by Type • Revenue Sources for FY2014, FY2015, and FY2016 • Projected Revenue Growth: FY17-FY21 • Summary of Proposed FYI 7-18 Fee Adjustments Commissioner Cole asked if the issue with options for the old pool at O'Neil Park is addressed in this report. Mr. Barnard replied in the negative as the report discussed this morning is only the Fee Study. Mr. Strunk stated that staff is researching the top options which the public requested as part of the O'Neil Park survey and will provide updated information as part of a separate presentation. Commissioner Cole asked if a skate park could be installed in place of the pool. Mr. Strunk replied that a skate park was not one of the top requests by residents in the survey. Commissioner Rubio commented that the revenue for aquatics looks low in the bar graph and suggested that an annotation be made on the graph to note that Rose Lane is a seasonal pool with limited hours. Mr. Barnard 4 commented that there is more competition in the location surrounding Rose Lane, which is another layer of the metric for analysis. Commissioner Rubio stressed that demographics must be taken into account. Commissioner Rubio commented that there are more working parents in the summer at Rose Lane versus FRAC, which could lead to less revenue at Rose Lane as well. Mr. Strunk added that FRAC is more of an aquatics center while Rose Lane - although it has some interactive water features, is more of a neighborhood pool. Commissioner Rubio stated that staff has worked very hard on these number and graphs and more annotations would help the general public understand the graphs better. Commissioner Rubio wondered if there was a non-profit rental rate and Mr. Strunk replied in the negative. Mr. Strunk stated that a part of the pricing strategy will be ask the Council for room to negotiate such rates. Commissioner Rubio encouraged staff to think out of the box and work with non -profits on programs. Commissioner Rubio noted that the non-profit VISTA might be a good fit to partner with. Commissioner McAffee asked for clarification on the Foothills Full Facility Rental and the Rose Lane Full Facility Rental, which both had two line items for two different fees without distinction. Staff will follow up. Ms. Miller presented the following regarding FRAC: • FYI 5-16 Department Revenue by Type • Revenue Sources for FY2014, FY2015, and FY2016 • Projected Revenue Growth: FY17-FY21 • Summary of Proposed FYI 7-18 Fee Adjustments Ms. Miller commented on the elimination of some of the punch -passes, which are not readily purchased by users. Ms. Miller highlighted reduction in various fees due to market-based review. Commissioner Cole asked for clarification on market-based fees. Mr. Strunk explained that market-based fees change dynamically based on the market. Mr. Strunk stated that currently staff must ask for Council approval to change any fee. As a part of this fee study, staff will be asking Council for specific fees to be deemed "market-based" and for staff to be able to administratively (thought the City Manager) adjust these types of fees in order to better be competitive. Chair Padia praised staff for the initiative to ensure that the City is in line with the market fees and for eliminating offerings that are not being used by the public. Mr. Strunk presented the following regarding GAC: • FYI 5-16 Department Revenue by Type • Revenue Sources for FY2014, FY2015, and FY2016 • Projected Revenue Growth: FY17-FY21 • Summary of Proposed FYI 7-18 Fee Adjustments Mr. Strunk stated that the hours of the GAC were increased by eight hours a week. Mr. Strunk explained that this was done at no additional cost via staff scheduling changes. Commissioner McAffee inquired if the increased hours has led to increased use. Mr. Barnard replied that attendance is being tracked and staff is reviewing which types of activities users would like to have offered in the evenings. Commissioner Rubio stated that she has not seen public advertising of the GAC increased hours. Mr. Barnard noted that the increased hours was done via a soft roll-out as there was not a marketing budget. Ms. Miller presented the following regarding Miscellaneous Revenue, which consists of Ramada Rentals, Permits and Municipal Complex Rentals, and Historic Sahuaro Ranch Rentals: • FYI 5-16 Department Revenue by Type • Revenue Sources for FY2014, FY2015, and FY2016 5 • Projected Revenue Growth: FY17-FY21 • Summary of Proposed FYI 7-18 Fee Adjustments Mr. Barnard presented the following regarding Sports & Health: • FYI 5-16 Department Revenue by Type • Revenue Sources for FY2014, FY2015, and FY2016 • Projected Revenue Growth: FY17-FY21 • No Proposed FYI 7-18 Fee Adjustments Mr. Barnard noted that staff is reviewing possible youth programming at FRAC, such as youth basketball and volleyball. Mr. Barnard noted that non -profits also offer youth and teen programming at the community centers. Commissioner Rubio inquired as to how the Paseo Racquet Center fits into the Fee Study. Mr. Barnard explained that the Paseo Racquet Center is a leased facility and sets its own, market -competitive fees. Rather than staff seeking Council approval for them, the current agreement allows the Racquet Center to adjust fees in consultation with staff provided they are comparable to the area market. Mr. Strunk noted that both municipal golf courses are a similar example of a leased facility. Mr. Strunk explained that the City owns the leased facilities and is responsible for physical repairs. Commissioner Rubio suggested that staff review the revenues generated by the facilities compared to any physical improvements needed. Mr. Strunk noted that staff does perform such analyses and offered to provide a more in depth discussion on a future agenda. Mr. Strunk presented the following regarding Youth & Teen: • FYI 5-16 Department Revenue by Type • Revenue Sources for FY2014, FY2015, and FY2016 • Projected Revenue Growth: FY17-FY21 • No Proposed FYI 7-18 Fee Adjustments Mr. Strunk noted that the FY16 figures show a dip in revenue because Sahuaro Ranch Elementary no longer participates and there is only one remaining site going forward, which is at Desert Mirage Elementary. Mr. Strunk stated that the program at Desert Mirage Elementary provides a good service and still pencils out financially. Mr. Strunk noted that there are a lot of competitors who are providing afterschool services, as well as schools themselves. Mr. Strunk commented that the Youth Master Plan will help identify and direct plans for this function. Commissioner Rosas wondered if other valley cities were seeing similar programs they were providing being withdrawn and Mr. Barnard replied in the positive. Mr. Barnard noted that staff is looking to increase marketing for participation in the program. Mr. Barnard stated that other providers, such as the YMCA, are direct competition for this program. Commissioner Rubio suggested a partnership with the community colleges for this type of programming. Mr. Barnard relayed that staff has reached out in the past. Mr. Barnard noted that Grand Canyon University may be one possibility as staff has held a brief discussion with GCU. Mr. Strunk inquired if the suggested partnership would be to provide youth services in Glendale or to operate a facility. Commissioner Rubio replied that it could be both. Commissioner Rubio noted that GCU has a daycare at the back of their facility. Mr. Strunk suggested exploring this topic on the March agenda. Mr. Strunk asked if the Commission would like more time to review the Fee Study prior to vote. Commissioner Rubio inquired if a Parks and Recreation discount could be offered to tribal members. Mr. Strunk replied that there are any number of categories which could be identified and at this time the City is 31 offering discounts to the standard categories of seniors and veterans. Mr. Strunk explained that with some of the proposed categories, there can be challenges as to how to a customer could prove eligibility. Mr. Barnard commented that scholarships are offered for low-income youth and families. Commissioner Rubio inquired about non -profits. Mr. Strunk replied that non -profits would be part of the negotiating flexibility which staff is requesting from Council. Under this concept, Mr. Strunk explained that staff would determine parameters for potential non-profit discounts, such as an active partnership with the City, and adjust the fee as appropriate. Commissioner Rubio asked if this type of discount directive for non -profits could be included on the City website. Mr. Strunk replied in the positive as long as Council approves staff authorization to do so. Commissioner Rubio encouraged staff to reach out to non -profits and schools and to be creative in the marketing plan. Commissioner Rubio suggested reaching out to the VA for possible scholarships for veterans Commissioner Cole suggested a scholarship fund for adults. Commissioner Cole motioned, second by Commissioner McAffee, to approve the Parks and Recreation and Library Proposed Fee Adjustments as presented for the Parks and Recreation Division, to defer the Proposed Fee Adjustments for the Library Division to the Library Advisory Board, and to further discuss the possibility of Proposed Fee Adjustments for Veterans & Active Duty, the Disabled, and Low to Moderate Income Persons at a later date. Motion carried 5 — 0. XI. COMMISSION COMMENTS Commissioners were provided with the opportunity for open comment. No comments were made. Ms. Miller reminded the Commissioners about the volunteer opportunity at the Chocolate Affaire to fundraise for the Youth Scholarship Fund. Ms. Miller asked Commissioners to email their availability to volunteer at the event. XII. ADJOURNMENT The meeting was adjourned at 11:39 a.m. by consensus. The next regular meeting will be held on February 8, 2017 at 6:00 p.m., at the Glendale Civic Center, meeting room Diamond A, 5750 W. Glenn Dr., Glendale, AZ 85301. Respectfully submitted, Denise Kazmierczak 7