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Title:
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Informational Item Regarding Recreation Class Attendance After the Transition to Culver City Living Online.
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City of Culver City, California
Agenda Item Report
Meeting Date: _05/03/11__ Item Number: _A-3__
PRCS COMMISSION AGENDA ITEM:Informational ItemRegardingRecreation Class
Attendance After the Transition toCulver City Living Online.
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 (04/28/11).
Department Approval:Dan Hernandez
(04/26/11).
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)
Commissionreceive information regarding Recreation class attendance after the
transition to Culver City Living Online.
BACKGROUND:
The Fiscal Year 2010/2011 Budget Proposal
During the Fiscal Year 2010/2011 City budget process, each City Department was
required to propose both budget reductions and solutions addressing how such
reductions would be implemented without significantly impacting City services. One
of the budget reductions proposed by the Parks, Recreation and Community
Services (PRCS) Department was the elimination of the printed version of the Culver
City Livingbrochure and the related quarterly mailers and a transition to Culver City
Living Online as the primary source of information on the Department’s programs,
classes and services.
It was estimated that this proposal would result in an annual savings to the City of
approximately $27,000 in hard costs. Hard costs include printing, professional
mailing services (to sort the brochure and prepare it for mailing) and postage to mail
the brochure to 22,000 recipients each quarter. Two thousand (2,000)additional
brochures were printed each quarter for distribution at various City facilities and
other venues. It was anticipated that the transition to Culver City LivingOnline would
not impact the number of staff hours spent producing the brochure, since the mailing City of Culver City, California
Agenda Item Report
was done professionally and staff has produced an online version of Culver City
Living for the past several years.
PRCS Department staff presented the proposed budget to the City Council on June
8, 2010. The City Council expressed support for the transition to Culver City Living
Online with the condition that outreach was done to promote Culver City Living
Online and to ensure that current and potential customers who may not have access
to computers and/or do not likeusing computers also have access to the brochure.
Staff stated that funds had been set aside to do a postcard mailing to inform
customers of the change and to make a limited number of printed brochures
available at the Senior Center. The City Council then asked staff to track and
evaluate any unforeseen or unintended consequences related to the transition to
Culver City Living Online.
The Transition to Culver City Living Online
After gaining City Council support for the elimination of printed brochures and
mailers, the Fall 2010 edition of Culver City Living was reformatted to a screen and
printer friendly online version. In August 2010, anotification postcard was sent to the
regular brochure mailing list informing them of the change and where to go online to
subscribe to the brochure online. The Information Technology Department assisted
with the transition to the online brochure by simplifying the subscribing process as
much as possible and creating redundancies on the PRCS homepage to ensure that
customers can easily find their way to the brochure online.
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. The City’s automated email system, GovDelivery, is being used to
notify several thousand subscribers when the new brochure goes online each
quarter. Attractive graphics on the City’s website and an ongoing posting are also
used to publicize Culver City Living Online. As of this date, the Fall 2010 and Winter
2011 editions of Culver City Living have transitioned to online brochures.
DISCUSSION:
The PRCS Commission has expressed an interest in the effectiveness of Culver City
Living Online versus the printed version. The topic is on the Commission’s Tentative
List of Upcoming Agenda Items. This Agenda Item has been prepared to give
thePRCS Commission an opportunity to receive information and ask questions
regarding Recreation class attendance after the transition to Culver City Living
Online. Tables containing attendance data from Fall 2009/Fall 2010 and Winter
2010/Winter 2011 are provided as Attachment A. The tables summarize attendance
data across Recreation class categories and display the attendance trends in the
Youth and Adult customer subgroups. A sampling of the classes subsumed in the
Recreation class categories are provided as Attachment B. City of Culver City, California
Agenda Item Report
FISCAL ANALYSIS:
There is no fiscal impact associated with the discussion of this Agenda Item
ATTACHMENTS:
A. Recreation Class Attendance Data from Fall 2009/Fall 2010 and Winter
2010/Winter 2011
B. Sampling of Classes in Various Recreation Class Categories
MOTIONS:
That the Parks, Recreation and Community Services Commission:
Receive information regarding Recreation class attendance after the transition to
Culver City Living Online.
MEETING DATE: May 3, 2011
AGENDA ITEM:
Informational Item Regarding Recreation Class
Attendance After the Transition to Culver City Living
Online.
ATTACHMENTS
Page
A. Recreation Class Attendance Data from Fall 2009/Fall 2010
and Winter 2010/Winter 2011
1
B. Sampling of Classes in Various Recreation Class Categories
2
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 19 186 122 -64 -34%
Children's Fitness and Movement 2 6 51 33 -18 -35%
Youth Sports 3 4 45 31 -14 -31%
Dance For Children 2 4 17 23 6 35%
Art & Ceramics for Children 24 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 417 16 4327 169%
YOUTH SUBTOTAL 28 70 415 366 -49 -12%
Dance For Adults 3 5 36 25 -11 -31%
Ceramics for Adults 3 5 26 25 -1 -4%
Music for Adults 33 4 51 25%
Exercise, Health & Wellness for Adults 7 23 266 243 -23 -9%
Martial Arts for Youth & Adults 2 9 31 45 14 45%
Tennis for Adults 310 43 21 -22 -51%
ADULT SUBTOTAL 21 55 406 364 -42 -10%
COMBINED TOTAL - FALL 49 125 821 730 -91 -11%
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 511 22 4523 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 23 4 2 -2 -50%
Martial Arts for Children & Teens 514 36 4913 36%
Tennis for Youth 316 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 310 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 1SAMPLING 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
ATTACHMENT B
Page 2