The Keller Pointe2010 Fiscal Year End Report

The Keller Pointe History

1999 citywide survey indicated the number one and two needs were a recreation center and a pool.

Council determined a recreation center was needed with one very important goal – To develop a recreation center as an enterprise that would be self-supporting.

Opened in May 2004.

Mission and Vision StatementsMission:

The Keller Pointe exceeds community expectations and achieves fiscal success by providing unprecedented service and award

winning programs.

Vision:To be recognized in the recreation industry as a

fiscal and operational leader with a first class facility achieving continuous growth.

Annual Attendance

50,000

100,000

150,000

200,000

250,000

300,000

Attendance

279,289

247,308 2009

2010

Monthly Comparison

0

5000

10000

15000

20000

25000

30000

35000

40000

Attendance By Month

2009

2010

2009 & 2010 Membership Sales Comparison

Membership Sales Comparison

0102030405060708090

100

20092010

$50,000.00$250,000.00$450,000.00$650,000.00$850,000.00

$1,050,000.00$1,250,000.00$1,450,000.00$1,650,000.00$1,850,000.00$2,050,000.00

2009

2010

3,362 / 3,371 Memberships 71 / 71 % Residents

29 / 29 % Non-Residents $1,860,600 / $1,714,200

Membership Revenues

15001750200022502500275030003250350037504000

20092010

Membership Breakdown 2010 Fiscal Year End (Annual Memberships Only)

71% residents 29% non-residents

$-

$20,000.00

$40,000.00

$60,000.00

$80,000.00

$100,000.00

$120,000.00

$140,000.00

$160,000.00

$180,000.00

Membership Ticket Sales

2007

2008

2009

2010

Attrition at The Keller Pointe

111, 20%

101, 18%

96, 17%

95, 17%

52, 10%

45, 8%

24, 4%

11, 2% 8, 2%

5, 1%3, 1%

FY09/10 Reasons for Membership Withdrawal

Delinquent 111 - 20%

Not using facility 101 - 18%

Moved 96 - 17%

Personal reasons 95 - 17%

Seasonal member 52 - 10%

Financial 45 - 8%

Joined another facility 24 - 4%

Medical 11 - 2%

Unhappy with facility 8 - 2%

Schedule Conflicts 5 - 1%

Family obligations 3 - 1%

The Keller Pointe Guest Survey

Excellent Good Neutral Fair Poor

34%

44%

17%

4%2%

The Keller Pointe's2010 Guest Survey Responses

Summer Savings Special

250

500

750

1,000

1,250

1,500

20092010

Summer Savings Special Comparison

1,207 / 1,297 Memberships

Distribution of Keller Pointe Membership

17%

62%

15%

6%

0

500

1000

1500

2000

2500

1 2 3 4

Tota

l Mem

bers

Distances

Program Comparison

$100,000.00$200,000.00$300,000.00$400,000.00$500,000.00$600,000.00$700,000.00$800,000.00

20092010

Program Comparison of 2009 versus 2010

0

10,000

20,000

30,000

40,000

50,000

60,000

20092010

56,832 / 53,377 Participants $697,339.02 / $710,175.64 Program Revenues

*Includes Recreation, Aquatics and Fitness ProgramsProjected Numbers-Unaudited

“Wins” This Year

Aquatic Participation and Revenue

$50,000.00$60,000.00$70,000.00$80,000.00$90,000.00

$100,000.00$110,000.00$120,000.00$130,000.00

20092010

0

500

1,000

1,500

2,000

2,500

20092010

1,508 /* 2,042 Participants$112,319.69 / *$129,217.74Aquatic Revenue

*Projected Numbers-Unaudited

“Wins” this Year

Birthday Parties

500

1500

2500

3500

4500

5500

6500

7500

20092010

$50,000.00

$60,000.00

$70,000.00

$80,000.00

$90,000.00

$100,000.00

$110,000.00

2009

2010

500 /* 561 Parties 4,874 /* 6,564 Participants $95,351.48 /* $106,071.45 Revenue

50

300

550

800

20092010

*Projected Numbers-Unaudited

“Wins” This Year

0

500

1000

1500

2000

2500

3000

3500

20092010

$5,000.00

$55,000.00

$105,000.00

$155,000.00

$205,000.00

$255,000.00

20092010

Recreation Program Comparisons for 2009 to 2010

2,848 /* 3,235 Number of Participants $222,639.78 / *$228,749.81 Revenues

*Projected Numbers-Unaudited

“Challenges” This Year

Personal Training Program Comparisons for 2009 to 2010

$95,000.00

$100,000.00

$105,000.00

$110,000.00

$115,000.00

$120,000.00

$125,000.00

$130,000.00

$125,254.89

$105,886.67

Personal Training Revenue

2009

2010

2,400

2,500

2,600

2,700

2,800

2,900

3,000

3,100

3,092

2,644

Personal Training Hours

2009

2010

Capital Accomplishments

Capital Projects – Accomplished by exceeding net financial expectations

(2) UV Systems - $77,645 Scoreboard - $3,207 Pool Shade Structure - $6,022 Total = $86,874

Summary of Revenues & Expenses

$1,000,000.00

$1,500,000.00

$2,000,000.00

$2,500,000.00

$3,000,000.00

20092010

$2,994,270.75 / *$2,971,993.62 Revenues

$1,000,000

$1,500,000

$2,000,000

$2,500,000

$3,000,000

20092010

$ 2,899,625.57 / *$2,747,853.45 Expenditures

Revenues Expenses

*Forecasted Numbers - Unaudited

Net Revenues Without Unallocated Capital Projects

$75,000.00

$125,000.00

$175,000.00

$225,000.00

$275,000.00

$325,000.00

20092010

Net Revenue comparison of 2009 and 2010Without Capital Projects

$179,468.53 / *$311,014.17 Net Revenue

*Forecasted Numbers - Unaudited

Net Revenues

$50,000.00

$70,000.00

$90,000.00

$110,000.00

$130,000.00

$150,000.00

$170,000.00

20092010

Net Revenue Comparison of 2009 and 2010

$94,645.18 / *$224,140.17 Net Revenue

*Forecasted Numbers - Unaudited

Cost Savings this year

Postponed filling three full time positions Maintained outdoor pool and ticket booth

2009 adjusted schedules Maintained 2009 adjusted service desk and

kiosk schedules

Total cost savings from these initiatives – approximately $172,000

Fund Balance

Building is 6 years old – Operational issues arise and capital repair is mandatory

Other facilities are growing around us

Expansions Outdoor splash ground Outdoor playground for Stay & Play Building Addition

Need to build our fund balance

Future Considerations

Price Increase

Massage Therapy Contract

Digital Brochure

Filling Vacant Positions