This year my column has covered topics ranging from the changing profession, ethics and continuing education, to certification and the benefits of parks and recreation. All these are worthy subjects, vital to our professional well-being and to the continued good health of our state organization.

In this issue, I'd like to discuss what I feel is a watershed moment for the Illinois Park and Recreation Association (IPRA) and for you, its members. IPRA is taking a new direction that will lead the association and the profession into the 21st century.

The diectionary "watershed" as a crucial dividing point, line, or factor, or a turning point. We are indeed at a turning point in the history of parks and recreation in Illinois. The steps we take now will determine the history we are writing for future generations in the field

Over the year as society has changed. I have seen this profession and its members change. Today's park and recreation professionals face challenges we never would have dreamed of 20 years ago. IPRA also must change if we are to remain a relevant and valuable force in the lives of our member.

Information Is the Key
Futurist Alvin Toffler definded our challenge: "Information is an increasingly important element in all aspects of an association's operations, and the successful associations of the future will be those that most effectively manage their various information functions."

Central to our challenges is the constant need to adapt to changes in membership, in the maketplace, in tecnology, and in our customer base: the citizens we serve.

With this in mind, the IPRA board recently adopted a Marketing and Actioon Plan, affectionately known as MAP. This plan provides a "road map" for IPRA to fulfill its promise to deliver information, to build partnerships, to strengthen professional development through channeled involvement and mentouring, and to promote the positive influence of our profession.

Two major conclusion of the 1996 IPRA Membership Survey provided the basis for MAP:

mailings and face-to-face conversation-is a integral link in the strong connection which must be maintained between IPRA and its members, who are the association's lifeblood.

We are indeed at a turning point in the history of parks and recretion in Illinois. The steps we take now will determine the history we are writing for future generations in the field.