What Business Are We In ...
And Why Do We Do It?

by Mark McKinnon and Jill Bartholomew

What business are we in anyway?

The answer, of course, is parks and recreation. We promote participation in leisure—the art of enjoying our free time to the fullest. Sports of all types, arts, crafts, cultural activities, travel, fitness, wellness programs, self-help activities—you name it, we try to offer it.

Is our profession truly a business, or is it more a service industry? We see recreation as a great outlet from the stress of daily life and for the development of happier, healthier life-styles and, of course, fun. But how are we to continue to provide our services if there is so much change in our funding? For example, tax caps, private sector challenging the public sector in lawsuits, and legislative changes have each affected agency response to services. Public officials and board members are saying to park districts, "Hold the line on financial matters." But how far can we go? Yes, we are a business, perhaps a very unique one.

"We are not just arts, crafts and games. These are just a small part of the larger picture. We are in the business of providing quality recreation programs, facilities and parks to meet the leisure needs of our community."

Look at how creative we've been... we started foundations to assist with funding, sponsorships and donations which contribute greatly to programs. We've raised fees, expanded enterprise funds, held the line on staffing, sought grants, charged more admission fees, implemented initiation fees and now we're seeking more partnerships to keep us cost effective.

If we believe in what we are doing, and all of us do, we need to move a little faster, reach a little farther and plan for the future. It is a national trend that leisure is on the rise, but we can no longer depend on our tax dollars to support our business. At Homewood-Flossmoor Park District, only 28% of the budget is financed through tax dollars. While it is great to have a tax base, revenue facilities are going to have to incur a larger share of the park district expenses.

What business are we in? We are not just arts, crafts and games. These are just a small part of the larger picture. We are in the business of providing quality recreation programs, facilities and parks to meet the leisure needs of our community. Facilities are a key.

We need to dedicate more effort to inform the public of what the positive influences of our facilities, programs and parks are if we want to keep our tax support. For example, swimming pools are not just for splashing and cooling off anymore. These are places that teach people to swim, dive and scuba; provide aquatic exercise classes; organize swim teams to compete; and, of course, allow people to slide down our water slides for fun. Pools are becoming high tech business with computer generated scanners for entrance and more sophisticated water toys. Park and recreation agencies must strive to compete with the private sector in the area of outdoor pools. We can no longer be square pools with simple diving boards. We

must expand into water parks to meet the public's high expectations and generate revenue to support other aspects of our agencies. Pools can make big money and assist the municipal recreation budget, not drown it with losses year after year. The Homewood-Flossmoor Park District is considering a partnership with a natural fast food chain to manage concession operations. Partnerships would provide inexpensive access to a large market and relieve park district staff of the food service responsibility. The ultimate goal is to increase profits for the district while providing first rate food service. Pools and their concessions can make money!

Another facility which agencies can depend on for revenue is the fitness or wellness facility. Wellness has finally become more fashionable. What a nice benefit for staff to maintain their health, too. Well let's continue to focus on the fitness aspect of our business. We now operate high tech fitness centers with state-of-the-art fitness equipment. No longer is weight training for the "muscle heads." Everyone wants to lose weight, tone, firm and be healthy. Fitness centers are also the new social gathering spot for our communities. They are a great place to meet people and get a good workout. The best thing for our agencies is that fitness centers make money. Fitness centers don't have to rely on tax dollars. They can make it on their own. Fitness centers are also beginning to develop partnerships with local hospitals. Physical therapy, cardiac rehab, clinics and wellness programming are now being partnered with our agencies. It is much less expensive to create a partnership with us than for each hospital or agency to build their own facility. Everyone wins!

There is also the issue of before or after school care. Who should provide this? Some park districts and recreation agencies have taken the position that we are not in the day care business. However, others believe it's time to become day care partners with our local schools. Advocates say these partnerships are revenue producers and they keep our districts in the public eye. You decide.

Our customers and potential customers must realize that our services are vital and worth their tax dollar investment. As with other businesses, our customers are entitled to expect quality. Increasingly, they are learning that they will have to pay for quality through tax dollars user fees. Trends demonstrate the reluctance of park district boards to underwrite new programs and operational expenses with tax dollars alone. Patrons will be paying more user fees to cover the direct and indirect expenses in park district budgets just as in the private business community. A challenge to us, the professional staff of the districts, is that we need to think of ourselves more as a business. We need to make money and supplement tax dollars with additional revenues.

What other business is there that covers so many areas? Fitness, day care, arts, crafts, culture, sports, educational opportunities, camping, environmental learning. We do it all and at a bargain price.

So what are the rewards for the recreation professional? After long days and nights planning programs and managing facilities, we wonder, "Why are we doing all of this? Why are we spending so much time and effort to satisfy and please our clientele?"

Do you know of any park and recreation professionals who put in just a 40-hour work week? Do you know of any IPRA professionals who haven't sacrificed time from family, friends or other aspects of their personal lives in order to complete a program, perform a task, solve a problem or please a customer?

We are looking at an industry-wide pattern of professional effort above and beyond the call of duty, but why do we do it?

Because we believe in what we do! We can do it well! We can serve all ages and abilities. We are a business—a big business and many varieties of businesses. We do this with tangible rewards and still aim to please everyone. We are fortunate to have the tax base, but it is not enough. We must seek other means to raise revenue.

It is time the public understands that our profession is a serious business. To do this, be positive about your job—your occupation. It can be worth all the headaches, the aggravation and the life-style it imposes upon us. "Take Time For Fun!" is a concept that is alive and well with park and recreation professionals. We are all in this business because it can be fun, but mostly because we care.

About the Authors

Mark McKinnon is the Manager of the Homewood- Flossmoor Park District's Racquet Fitness Club. He is also the Facilities Section Director of IPRA.

Jill Bartholomew is the Superintendent of Recreation for the Homewood-Flossmoor Park District. She is Director-Elect of the Facilities Section of IPRA.