City of Culver City, California
Agenda Item Report
Meeting Date: _02/07/12__ Item Number: _A-1__
PRCS COMMISSION AGENDA ITEM: Informational Item Regarding Recreation
Class Attendance Since the Transition to Culver City Living Online in August 2010.
Contact Person/Dept.: Dan Hernandez,
PRCS Director
Phone Number: (310) 253-6655
Fiscal Impact: Yes [] No [X] General Fund: Yes [] No []
Public Hearing: [] Action Item: [X] Attachments: [X]
Public Notification: (Email) Meetings and Agendas – Parks, Recreation and Community
Services Commission (02/02/12).
Department Approval: Dan Hernandez
(02/01/12).
City Attorney Approval: N/A
Chief Financial Officer Approval: N/A City Manager Approval: N/A
RECOMMENDATION:
Staff recommends that the Parks, Recreation and Community Services (PRCS)
Commission receive information regarding Recreation class attendance since the
transition to Culver City Living Online in August 2010.
BACKGROUND:
The Culver City Living brochure is a guide to leisure activities provided by the Parks,
Recreation & Community Services Department. Since the elimination of the printed
version of the Culver City Living brochure and the related quarterly mailers in August
2010, Culver City Living Online is made available exclusively online on a quarterly
basis. To become a brochure subscriber, members of the public simply visit
www.culvercity.org/subscribe and provide an email address. The City’s automated
email system, GovDelivery, is used to notify several thousand subscribers when the
new brochure goes online each quarter.
“Going green” with Culver City Living has resulted in an annual savings to the City of
approximately $27,000 in hard costs. In terms of public outreach, computer
terminals at the Senior Center, Teen Center and City Hall are available for use by
public for the purpose of accessing Culver City Living Online. Also, fifty (50)
photocopies of the Culver City Living brochure are distributed to the Senior Center
each quarter. As of this date, the Fall 2010 and the Winter, Spring, Summer and
Fall 2011 editions of Culver City Living have transitioned to online brochures. The
Winter 2012 edition of Culver City Living is currently posted at:
http://www.culvercity.org/Government/PRCS/Recreation/CulverCityLiving.aspx
City of Culver City, California
Agenda Item Report
DISCUSSION:
This Agenda Item has been prepared to give the PRCS Commission an opportunity
to receive information and ask questions regarding Recreation class attendance
since the transition to Culver City Living Online in August 2010. The table below
highlights the online publication process and the number of Culver City Living
webpage views during calendar year 2011:
Online
Notification
Registration
Begins
2011
Season Months
Webpage
Views
Early December Mid-December Winter January 770
February 620
March 2,022
Early March Mid-March Spring April 912
May 1,592
June 1,613
Early June Mid-June Summer July 859
August 1,174
September 818
Early September Mid-September Fall October 443
November 685
December 700
The table below summarizes the more detailed information contained in Attachment
A:
Before / After Attendance Comparison
SEASON
# of
Classes
Hard Copy
plus Online
Online Version
Only Change
%
Change
Fall 49 821 791 -30 -4%
Winter 54 755 761 6 1%
Spring 58 795 801 6 1%
Summer 61 831 785 -46 -6%
Attachment A summarizes attendance data across Recreation class categories and
displays the attendance trends in the Youth and Adult customer subgroups. A
sampling of the classes subsumed in the Recreation class categories is provided as
Attachment B.
City of Culver City, California
Agenda Item Report
Both the Fall 2010 and Fall 2011 editions of Culver City Living have been available
exclusively online, therefore, the following information is also provided for review:
FALL SEASON ONLY CC Living Available
# of
Classes
Attendance
Total
Average Attendance
per Class
Fall 2009 Hard Copy plus Online 49 821 17
Fall 2010 Online Only 49 791 16
Fall 2011 Online Only 49 661 13
The Culver City Senior Center
Unlike the programs and classes offered by the PRCS Department’s Recreation
Division, the majority of the classes, activities and programs offered at the Culver
City Senior Center do not require registration. Instead, participation at the Center is
related to membership in the Culver City Senior Citizens Association (CCSCA), a
501 (c)(3) organization which is open to individuals 50 years of age and over. The
primary publication that promotes awareness of the Senior and Social Services
Division and its offerings at the Senior Center is the Senior Center Newsletter. The
Newsletter is published monthly in both online and hard copy versions. Participation
at the Culver City Senior Center, as gauged by CCSCA membership, is robust, as
usual:
Year CCSCA Membership
2008 Over 5,000 members
2009 Over 4,900 members
2010 Over 5,000 members
2011 Over 5,200 members
2012 2,400 members as of 1/26/12
FISCAL ANALYSIS:
There is no fiscal impact associated with the discussion of this Agenda Item
ATTACHMENTS:
A. Recreation Class Attendance Data Comparison Tables
B. Sampling of Classes in Various Recreation Class Categories
MOTIONS:
That the Parks, Recreation and Community Services Commission:
Receive information regarding Recreation class attendance since the transition to
Culver City Living Online in August 2010.
MEETING DATE: February 7, 2012
AGENDA ITEM:
Informational Item Regarding Recreation Class
Attendance Since the Transition to Culver City Living
Online in August 2010.
ATTACHMENTS
Page
A. Recreation Class Attendance Data Comparison Tables
1 - 2
B. Sampling of Classes in Various Recreation Class Categories
3
RECREATION CLASS ATTENDANCE DATA - Fall 2009/Fall 2010 and Winter 2010/Winter 2011
Recreation Class Category
# of
Classes
# of
Sections
2009
Attendance
2010
Attendance Change % Change
Pre-School Activities* 7 19 186 174 -12 -6%
Children's Fitness and Movement* 2 6 51 39 -12 -24%
Youth Sports 3 4 45 31 -14 -31%
Dance For Children 2 4 17 23 6 35%
Art & Ceramics for Children 2 4 7 6 -1 -14%
Theater for Children & Teens 1 1 15 34 19 127%
Music for Children 2 4 22 19 -3 -14%
Exercise, Health & Wellness for Children 1 2 13 5 -8 -62%
Martial Arts for Children & Teens 4 9 43 50 7 16%
Tennis for Youth 4 17 16 43 27 169%
YOUTH SUBTOTAL 28 70 415 424 9 2%
Dance For Adults 3 5 36 25 -11 -31%
Ceramics for Adults 3 5 26 25 -1 -4%
Music for Adults 3 3 4 5 1 25%
Exercise, Health & Wellness for Adults* 7 23 266 246 -20 -8%
Martial Arts for Youth & Adults 2 9 31 45 14 45%
Tennis for Adults 3 10 43 21 -22 -51%
ADULT SUBTOTAL 21 55 406 367 -39 -10%|10 10|COMBINED TOTAL - FALL 49 125 821 791 -30 -4%
*Adjustments based on updated data.
Recreation Class Category
# of
Classes
# of
Sections
2010
Attendance
2011
Attendance Change % Change
Pre-School Activities 5 21 151 156 5 3%
Children's Fitness and Movement 3 8 59 56 -3 -5%
Youth Sports 5 7 32 39 7 22%
Dance For Children 2 3 19 24 5 26%
Art & Ceramics for Children 5 11 22 45 23 105%
Theater for Children & Teens 1 1 34 28 -6 -18%
Music for Children 2 5 25 13 -12 -48%
Exercise, Health & Wellness for Children 2 3 4 2 -2 -50%
Martial Arts for Children & Teens 5 14 36 49 13 36%
Tennis for Youth 3 16 40 43 3 8%
YOUTH SUBTOTAL 33 89 422 455 33 8%
Dance For Adults 3 3 23 21 -2 -9%
Ceramics for Adults 3 4 29 23 -6 -21%
Music for Adults 3 3 12 4 -8 -67%
Exercise, Health & Wellness for Adults 7 22 200 195 -5 -3%
Martial Arts for Youth & Adults 2 6 28 37 9 32%
Tennis for Adults 3 10 41 26 -15 -37%
ADULT SUBTOTAL 21 48 333 306 -27 -8%
COMBINED TOTAL - WINTER 54 137 755 761 6 1%
FALL 2009 / FALL 2010
WINTER 2010 / WINTER 2011
ATTACHMENT A
Page 1RECREATION CLASS ATTENDANCE DATA - Spring 2010/Spring 2011 and Summer 2010/Summer 2011
Recreation Class Category
# of
Classes
# of
Sections
2010
Attendance
2011
Attendance Change % Change
Pre-School Activities 6 14 179 194 15 8%
Children's Fitness and Movement 3 10 46 57 11 24%
Youth Sports 5 8 61 53 -8 -13%
Dance For Children 2 3 19 15 -4 -21%
Art & Ceramics for Children 8 17 26 57 31 119%
Theater for Children & Teens
Music for Children 3 5 21 16 -5 -24%
Exercise, Health & Wellness for Children 2 15 6 8 2 33%
Martial Arts for Children & Teens 5 9 44 42 -2 -5%
Tennis for Youth 3 15 45 44 -1 -2%
YOUTH SUBTOTAL 37 96 447 486 39 9%
Dance For Adults 3 3 21 21 0 0%
Ceramics for Adults 3 6 39 40 1 3%
Music for Adults 3 3 15 6 -9 -60%
Exercise, Health & Wellness for Adults 7 20 197 161 -36 -18%
Martial Arts for Youth & Adults 2 6 40 36 -4 -10%
Tennis for Adults 3 10 36 51 15 42%
ADULT SUBTOTAL 21 48 348 315 -33 -9%
COMBINED TOTAL - SPRING 58 144 795 801 6 1%
Recreation Class Category
# of
Classes
# of
Sections
2010
Attendance
2011
Attendance Change % Change
Pre-School Activities 9 20 63 63 0 0%
Children's Fitness and Movement 3 9 57 39 -18 -32%
Youth Sports 4 7 57 50 -7 -12%
Dance For Children 2 3 21 25 4 19%
Art & Ceramics for Children 8 21 77 69 -8 -10%
Theater for Children & Teens 2 4 84 86 2 2%
Music for Children 3 5 21 20 -1 -5%
Exercise, Health & Wellness for Children 1 14 0 3 3 3%
Martial Arts for Children & Teens 5 9 32 53 21 66%
Tennis for Youth 3 15 66 59 -7 -11%
YOUTH SUBTOTAL 40 107 478 467 -11 -2%
Dance For Adults 2 3 17 19 2 12%
Ceramics for Adults 3 5 34 33 -1 -3%
Music for Adults 3 3 8 10 2 25%
Exercise, Health & Wellness for Adults 8 22 244 165 -79 -32%
Martial Arts for Youth & Adults 2 6 25 44 19 76%
Tennis for Adults 3 12 25 47 22 88%
ADULT SUBTOTAL 21 51 353 318 -35 -10%
COMBINED TOTAL - SUMMER 61 158 831 785 -46 -6%
SPRING 2010 / SPRING 2011
SUMMER 2010 /SUMMER 2011
Page 2SAMPLING OF CLASSES IN VARIOUS RECREATION CLASS CATEGORIES
CLASSES FOR YOUTH CLASSES FOR ADULTS
Pre-School Activities Dance For Adults
Toddler Time Soul In Motion
Wee Ones Scottish Country Dance
Smart Beginners (Bilingual) Scandinavian Dance
Children's Fitness and Movement Ceramics for Adults
Sing, Dance, and Play! Adult Ceramics
Balls! Balls! Balls! Basic Wheel Techniques (Ceramics)
Youth Sports Advanced Wheel Throwing
Pintsize Soccer Music for Adults
Pintsize T-Ball Adult Piano (cont)
Dance For Children Adult Piano (beg)
Tiny Tot Ballet & Tap Fundamentals of Guitar
Ballet & Jazz For Kids Exercise, Health & Wellness for Adults
Art & Ceramics for Children Jazzercise
Children's Ceramics Tai Chi
Parent/Grandparent & Me Ceramics Adult Pilates
Theater for Children & Teens Martial Arts for Youth & Adults
Dee-Lightful Productions Fall Shotokan Karate-Do
Music for Children Iaido - Way of the Japanese Sword
Children's Piano
Exercise, Health & Wellness for Children
Broadway Gym
Martial Arts for Children & Teens
Adaptive Taekwondo
Shotokan Karate Do for Kids Shotokan Karate-Do for Kids
Iaido - Way of the Japanese Sword - for kids
Page 3
ATTACHMENT B