Drive by the Fox Valley Park District's Prisco Community Center on a Thursday afternoon, and you may wonder what big event is drawing such a crowd. But it's not a special one-time event bringing people to the community center; every Thursday members of the districts senior group, the Friendly Center Club, fill the parking lot.

Averaging four new members a month, the club's membership currently stands at 383, with 175 or more attending the weekly meetings.

Yet some park districts claim the traditional senior club is dying out, literally. According to an information survey of Illinois park district programs for older adults, about half of the respondents felt the senior club idea is on its way out. In their experience, its the "older" (70+) senior who is more likely to participate in programs through a senior club. Club membership declines as this older population passes away or is limited by illness. Whether the park district offers programs specifically for seniors or all adults, the "younger" senior can be found participating in the more active programs. And the successful senior clubs are able to combine a variety of activities to attract the two generations of seniors.

Says Jennifer DeKing, Fox Valley Park District's program coordinator for senior activities and the Friendly Center Club: "One of my biggest challenges is to be flexible with our weekly club meeting. Many members enjoy speakers and entertainment, but others ask for open days for cards and conversation."

Nancy Puddlewitts, senior coordinator for the Dundee Park District, who also runs a successful senior club, says: "We have seniors between the ages of 50 and 93 participating in the same programs."

"Its great to see mothers and sons attending a special event together, or aunts bringing their nieces on a day trip."

A successful club requires good leadership on the part of the sponsoring park district. While clubs are organized with a board that gives input, their leader needs to be the driving force to plan club activities.

At Fox Valleys Friendly Center Club, which celebrates its 50th anniversary this year, several current members became involved with the club because their mothers were active members years ago. In some cases, two generations participate at the same time.

Trends in senior programs
One trend is certain: the 50-plus age group is demanding programs, whether they participate in them through a club or choose from a "cafeteria style" selection.

Day trips are considered the most popular activity for seniors, according to the survey.

Barbara Koonce of the Hanover Park District comments: "For some older adults, day trips are the only opportunity they have to travel locally."

More active program offerings include everything from aerobic exercise classes to more "hands-on" art and craft programs such as an oil painting class. Personal health continues to be a big concern for both generations of seniors, as nearly everyone offering senior programming hosts an annual health fair and offers regular blood pressure checks.

Another programming trend is offering services that meet the needs of the whole person rather than being merely recreational. A beautician, lawyer, nurse and a representative from the local senior services program offer their services to club members at Dundee Park District on a monthly basis. As districts offer programs for the younger seniors, they find more men are participating. Dinner dances and other events for couples are enjoying popularity.

Jennifer DeKing of the Fox Valley Park

September/October 2001 19

District was the only senior programmer to mention offering "intergenerational" special events. She offers two events in the spring and fall, a fishing day and a hayride, for seniors to enjoy with their grandchildren. Both popular events make use of another Fox Valley Park District facility. Blackberry Farm Pioneer Village.

Marketing senior activities
About half of the park districts surveyed publish a separate program guide for senior activities. Those that use this marketing effort feel it is key to their success. Naperville Park District has offered a program guide for seniors for the past 25 years. It is produced quarterly, and mailed to a sign-up list of about 3,200.

The Fox Valley Park District began direct mail marketing to ages 55 and older two years ago. A program guide called "Prime Times" is mailed to about 11,000 households in the spring and fall, using a purchased mailing list. The results of targeting this age group have been dramatic. The Friendly Center Club has grown by about 250 percent during this time, and many new programs for seniors have been added. The Fox Valley Park District is looking at options for adding an addition to the community center where the club and other senior programs meet.

While many districts are using the direct marketing approach, most agree that word of mouth is still a very effective way to bring new people to their clubs and programs. Regular participants often bring a sister, cousin or in-law to join them for a special event, and soon they are attending programs regularly.

A strong park district leader is necessary not only to organize the activities, but this person also is essential to the marketing of the club or activities. Linda Schott from the Godley Park District mentioned the draw to the district's senior club is making new people feel welcome, and "catering to members" a little. Whether it's taking a few extra minutes to help someone with their registration or answer a question, the older adult population appreciates this extra attention from their leader.

With the aging of the baby boomer population, we've all been expecting more participation in older adult programs. The park districts that will meet these needs successfully will find ways to offer creative, flexible programs that appeal to a diverse group.

AMY LARSON
is the superintendent of marketing and communication for she Fox Valley Park District.

Fox Valley's Friendly Center Club Turns 50 In 1951, John A. Lippold, director of the Playground Department of Aurora, saw a need for a club for adults ages 60 and older. He worked with community members to establish the "Golden Age Club" for older adults. The group met for the first time on Thursday, November 29, 1951. Ultimately, members decided they didn't like the idea of being called a "senior club" and soon adopted the name "Friendly Center Club." Their symbol became the triangle representing service, friendship, and recreation. The Friendly Center was one of the first senior citizen clubs financed by taxes. There had been senior clubs supported by churches and other organizations, but Aurora was one of the first with tax support. The Friendly Center Club has grown through the years due to excellent leadership, dedicated members and, most importantly a feeling and sense of fellowship and belonging to keep members coming back week after week. One aspect of the club that is interesting is the different generations of members that have been a part of the club. We have many sisters that are members, and many cousins and in-laws that are members. Several members have mothers and even one had a grandmother who was a Friendly Center member. Two members had a special relation: an aunt and a niece, Lillian Hackerson and Dorothy Hauser. Unfortunately, the Club lost Dorothy last year, but Lillian is still an active member at 90 years old. Dorothy was our club's Membership and Correspondence Secretary, and she is greatly missed. They were only 12 years apart in age, and Dorothy, the younger of the two, influenced Lillian to join because they needed another card player at their table; the others had either passed away or became ill. The tradition of this family is still carried on because within a month of Dorothy passing away, her brother, Harold Curtis (Lillian's nephew, also age 90) joined the club and is currently an active member. The Friendly Center Club has witnessed is a tremendous growth in membership in recent years. The club is averaging four new members a month, and has welcomed more than 40 new members just in the year 2000. Total membership is 383. The growth can be attributed to the rapid growth of the active adult population and baby boomers who are now retiring and having leisure time to enjoy and belong to different clubs, another reason is that the Friendly Center Club offers a lot for the active adult. The demand is shifting from self-directed activities to directed activities with a lot to do and many choices. The club will celebrate its 50th Anniversary on November 15 of this year, and with insight and a strong foundation built by Mr. John A. Lippold, the club plans to flourish another 50 years. — by Jennifer DeKing, senior coordinator for the Fox Valley Park District

20 Illinois Parks and Recreation