HomeMy WebLinkAboutPacket - 08/15/2016 - Parks and Recreation CommitteeParks & Recreation Committee
McHenry Municipal Center
3636 Municipal Drive
McHenry, H. 60050
August 15, 2016, 5:30 PM
City Council Chambers
MEETING AGENDA
1. Call to Order
2. Public Comment: Any person wishing to address the Committee will be asked to
identify themselves for the record and will be asked but are not required to
provide their address. Public comment may be restricted to three -minutes for
each individual speaker. Order and decorum shall be maintained at public
meetings.
3. Motion to approve May 16, 2016 Committee meeting report.
4. Master Plan &Community Needs Assessment Discussion.
5. Future Meeting Topics
6. Motion to adjourn the meeting
The City ofMcHenry is dedicated toproviding its citizens, businesses, and visitors with the highest quality ofprograms
and services i�t a customer -oriented, efftcie�tt, and frscally responsible manner.
PARKS AND RECREATION COMMITTEE
MEETING REPORT
Monday, May to, 20169 5:30 PM
McHenry City Council Chambers
333 S. Green Street, McHenry, IL 60050
In Attendance at Roll Call: Committee Members: Chairman Alderman Robert Peterson and
Alderman Jeffrey Schaefer. Absent: Alderman Victor Santi.
Also in Attendance: Deputy City Administrator Hobson and Deputy City Clerk Marci Geraghty.
Public in Attendance: Mr. Jeff Varda.
1. Call to Order: Chairman Peterson called the meeting to order at 5:30 PM.
2. Public Input: Mr. Jeff Varda addressed the committee regarding his desire for the city to
hold its Recreation Department golf programs at Boone Creek Golf Club. Chairman
Schaefer thanked Mr. Varda for his comments. Mr. Varda left the meeting at 6:05 PM.
3. Motion to approve the February 15, 2016 Parlcs &Recreation Committee Meeting Report.
Alderman Schaefer made a motion, seconded by Chairman Peterson to approve the minutes
as presented.
Aye: Schaefer, Peterson
Nay: None.
Not Voting: None
Abstaining: None
Absent: Santi
Motion carried.
4. McHenry Recreation Center Update.
Administrator Hobson provided the committee with an update on memberships for the
McHenry Recreation Center. As of May 15th5 over 1,180 memberships have been sold.
Revenues for year one are projected to be $382,000 from just memberships, of which most
were purchased for the $29/month introductory price. First year expenses are projected to
be $400,000, which include cleaning and electric. He also reported member comments
about the facility have been positive. Many comments include requests for more classes and
class times.
Alderman Peterson asked if members use the daycare facility. Administrator Hobson
answered yes, it is extremely popular. At times, it has been so busy, extra staff has been
brought in to help out and sometimes parents have been turned away because the room was
I
illed to capacity.
Alderman Santi joined the meeting at 6:15 PM.
Administrator Hobson provided the committee with a breakdown on the current
membership: 32% are male, 68% female, 73% residents, 27% non-residents. By age group:
58 members 1247; 62 members 18-24; 93 members 25-34; 209 members 45-54; and 269
members 62 years and over.
Alderman Santi asked how many members use the personal trainer option and Administrator
Hobson answered he was not sure at this time adding personal trainers also teach classes.
Alderman Schaefer offered positive comments on the three-month summer membership
program for $99 with no initiation fee. Alderman Peterson suggested the Christmas holiday
would be a good time to offer another promotion.
Administrator Hobson told the committee the question he is most frequently asked about the
Recreation Center is when the city will build a gymnasium, indoor pool, or outdoor aquatics
center adding any expansion would require funding support from the community. He asked
the committee if they would consider posing the question to the community as a
referendum. Alderman Petersen asked if the city would be asking the community to pay for
a bond and Administrator Hobson answered yes. The committee discussed bringing
forward one proposal to add a gymnasium with a walking track and natatorium (aquatics
center). All agreed expansion of the Recreation Center would be beneficial for the
community. Administrator Hobson asked the Committee if they want to move forward
with expanding the Recreation Center or wait for year -one results.
Alderman Santi asked how much the public would be asked to fund to add a gymnasium and
aquatics center. Administrator Hobson estimated both components would cost
approximately $15M to complete based on estimated year 2018 prices.
Alderman Schaefer recommended bringing both options before the community at the same
time. Alderman Santsuggested holding an open house first. Administrator Hobson
informed the committee the Parks and Recreation Community Needs Assessment should be
updated and the process would include conducting an open house. The assessment will
gauge the community's interest in expanding the center and determine if the community
would support a referendum bond. He also suggested conducting a survey through Rectrac.
Alderman Santi said the city needs to get. feedback from the total population adding he
would like to see the addition of a gymnasium with a walking track.
Alderman Schaefer asked if the needs assessment can be done in-house and Administrator
Hobson answered it would be conducted by an impartial agency. He also suggested
updating the Feasibility Study.
Alderman Petersen said he agrees the addition of a gymnasium and aquatics center should
be posed to the community at the same time.
The committee directed staff to determine the cost of updating the Community Needs
Assessment and to provide a timetable if a referendum were to be placed on a ballot. They
also suggested staff perform surveys to determine the community's interest in expanding the
Recreation Center for discussion at the next meeting.
5. Future Meeting Topics.
Administrator Hobson updated the Committee on the city's efforts to open a boat launch at
Miller Riverfront Park.
6. Adjournment.
Alderman Schaefer made a motion, seconded by Alderman Santi to adjourn the meeting at
6:50 PM.
Aye:
Nay:
Not Voting:
Abstaining:
Absent:
Motion carried.
Schaefer, Santi, Peterson
None.
None
None
Reviewed and Approved:
None
Date:
Alderman Robert Peterson, Chairman
2016
AGENDA ITEM 4 — McHenry Parks and Open Space Master Plan and Community Needs
Assessment Discussion
A comprehensive evaluation of the City's Parks system began in 2005 when the Parks and
Recreation Department contracted with Management Learning Laboratories to perform a
Community Needs Assessment. With this information at hand, the city issued RFP's to seek
firms to complete the Master Plan analysis. Once the firm was selected the real work began
through additional community surveys and vetting a great deal of information and parks plans
that had been previously completed. Community groups and members were brought in to
share and even draw their desires onto park plans through design charettes. Once all of this
information was compiled and analyzed the final plan began to take shape. In April of 2007 the
City and the Parks and Recreation Department were presented a final version of a five year Park
& Open Space Master Plan; a document that would be the backbone of facility improvements
from 2007-2012.
The document has been a very valuable tool for the Parks and Recreation Department however
it is currently nine years past its initial adoption and four since the scope expired. While this
certainly hasn't hampered the Parks and Recreation Departments plans since that time, it
remains a key component as a guide to the Department moving forward. The document is also
vital in the grant submission process and the potential grant scoring leading to the award of
grant monies. With many plans on the horizon staff felt that it is important to renew the
Master Plan and additionally to readdress the community needs assessment.
Recreation Center Manage Matt LaPorte spoke with a number of companies to gauge the scope
A the project. His analysis is attached for your review. In summary the full process of the
needs assessment and the master plan was estimated to cost $65,000 - $75,000 and require 12
— 14 months to complete. This is not a project that staff had included in the five year capital
improvement plan, but through many internal discussions feel that it is essential in providing a
plan to carry the department forward and that it is a plan that our community as a whole has
bought into.
Staff would like to entertain a discussion on the committee level as to proceeding with this
project.
Memorandum
To: Bill Hobson, Deputy City Administrator
From: Matt LaPorte, Recreation Center Manager
RE: Parks & Recreation Department Community Assessment and Master Plan
Date: July 28, 2016
Below is my summary of research into the costs associated with completing a community needs
assessment and updating the master plan for the Parks & Recreation Department.
The following companies were contacted and provided the following estimates:
Company Master Plan Fee Community Survey Fee
aQuity Reseach & Insights NA— Research Only $27,900 for 300 repondents
Heller and Heller Consulting
ETC Institute
Ballard * King Associates
Estimate $60,000-$751000
NA —Works with ETC Institute
GreenPlay, LLC Estimate $65,000-$80,000 $20,000 (just survey)/ $40,000*
for assessment, community engagement, assets inventory and level of service assessment
Additional companies not yet contacted/met with:
• Houseal Lavigne Associates
• HR Greene
• Counsilman-Hunsaker
• Hitchcock Design Group
Focus on aquatics only
Summary of Findings
A community survey will take approximately 2 months to complete, a full needs assessment with
community engagement, asset inventory and level of service assessment will take approximately 4-5
months to complete. A master plan will take approximately 8-10 months to complete.
The estimated costs for a statistically valid community survey is $15,000-$20,000 A; 11 needs
assessment is $30,000-$40,000. Costs for a master plan are $65,000-$75,000. A full community needs
assessment is included in the cost of a master plan.
Each of the leading nationwide firms suggested a master plan be completed prior to attempting to pass
a referendum. The data and support provided in the master plan process will help determine the
community's level of support for a referendum.
Sustainable Department Action Planning Tasks
Done?
Notes
Responsibility
Timeline
Funding
Master/Strategic Plan - all items in black
Needs Assessment and Community Engagement
Public Meetings
Focus Groups
Key Stakeholder Interviews
Statistically -Valid Survey
Other Engagement Tools
Trends Summary
Demographics Summary
Adminstrotive Benchmarking Comparisons
Ongoing Evaluation
Assets Inventory and Level of Service Analysis
Assets Digital Inventory
Composite -Values Method LOS Analysis
Assets Benchmarking (capacity and/or PRORAGIS)
Resource Maps
Analytical Perspectives
Assets Management Plan
Site Specific Plans
Management and Operations Analysis
Financial Budget Summary Analysis
Programs and Services Inventory (Service Menu)
Services Assessment
Vision, Values, Mission Validation
Cost Recovery/Resource Allocation Process and Policy
Services Portfolio
Annual Operational Budgets/Business Plans
Programming Plans
Partnership Policy
Sponsorship Policy
Maintenance Standards and Plan
Marketing and Communications Plan
Risk Management Plan
Succession Plan
Technology Plan
Public Art Policy
Staff Workplons
Departmental Action Plan
Orange items maybe completed separately from a master plan.
Green Shaded items are part of Resource Allocation and Cost Recovery work
Departmental Sustainability Action Planning www.GreenPlayllc.com (c) 2011 GreenPlay, LLC
Note: This sample Request
for Proposal contains
general language that
should be changed
according to your agency
needs. For example, the
terms "City," "County,"
"YourCity," "YourCounty; f
etc. should be changed to
the term that appropriately
denotes your agency.
Similarly, the terms "Parks
and Recreation Master
Plan" should be changed to
the appropriate title for
your project such as "Long
Range Strategic Plan,"
"Comprehensive Parks and
Recreation Plan," "Parks,
Trails, and Recreation
Facilities Master Plan," etc.
Other references to items
not specific to your agency
or project should also be
changed to their
appropriate terms.
City of YourCity, Your State
Request for Proposals No. 12345
To Develop a Parks and Recreation Master Plan
Proposals Due. Day, Date, Time
Parks and Recreation Department
City of YourCity
12345 Main Street
P.O. Box 12345
YourCity, YourState/YourZip Code
Invitation
The City of YourCity is seeking proposals from qualified consulting firms to
provide professional services to the City to develop a Parks and Recreation
Master Plan. The plan should create a roadmap for ensuring an appropriate
balance of facilities and amenities throughout the community now and into the
future. The City is seeking a system -wide approach to evaluating parks and
open space recreational facilities and amenities in order to develop goals, policies
and guidelines along with achievable strategies.
The YourCity Parks and Recreation Master Plan that will be created from this
work effort will be heavily used as a resource for future development and
redevelopment of the City's parks, open space, and recreation system over the
next five years.
Background
The City of YourCity is located in the central portion of YourCounty. The City is
bounded by City A to the west, City B to the east, and unincorporated areas to
the north and south. YourCity is strategically located at the intersection of two
interstate highways (1-123 and I456) approximately forty miles from the state
capital of Capital City. YourCity has benefited from the substantial growth of
the region in the last twenty years.
Historically an agricultural area, the City has developed to become a dynamic
and involved community making it a highly desirable place to call home for
families as well as retirees. YourCity is approximately XX square miles in size
and has a very diverse population estimate to be more than XX residents.
YourCity's recent residential boom is now being complemented with a flurry of
commercial growth and infrastructure improvements. Developments in the City
along with the heritage of the surrounding region have also made it attractive to
tourists and long-term visitors who have purchased second homes.
Sample RFP for Master Plan www.GreenPlayllc.com Page 1
Note: Some RFP's will
indicate the preferred
number of survey responses
desired by the agency. It is
generally desirable to
achieve a minimum
response rate of 10-15% of
the number of surveys
mailed to a sampling of
community residents. The
number of surveys that
mailed is generally based
on the population size of
the service area.
This process is to include developing a comprehensive inventory, an analysis of
forecasted needs and implementation strategies. Specific items to include in the
study, but not limited to, are:
Scope of Work
Public Process
• Identify, describe and implement a comprehensive strategy and
methodology for citizen involvement in this Master Plan development
process
• Assure the residents, user groups, associations, and other stakeholders
that they are provided an opportunity to participate in the development
of this plan
• Conduct at least three (3) public community meetings and a minimum of
two (2) focus groups (participants to be determined) and individual
stakeholder interview
• A minimum of two (2) meetings with the Parks and Recreation Advisory
Board to provide progress reports
• Act as professional facilitators to gather specific information about
services, use, preferences and any agency strengths, weaknesses,
opportunities and threats
• Provide well -organized and directed activities, techniques and formats
that will ensure that a positive, open and proactive public participation
process is achieved
• Provide written records and summaries of the results of all public process
and communications strategies
• Help to build consensus and agreement on the plan and if consensus is
not possible, provide information for informed decision making for the
Commission
• Provide methods to hear from as many people as possible, including
users and non users of the services and facilities
Statistically -Valid Survey
• Provide achy -wide statistically -valid community needs assessment
survey with a return rate that accurately represents a sampling of the
community population to identify community needs and issues on the
recreation and park programs and facilities. This survey will be used as a
baseline to determine needs, desires and willingness to pay
Sample RFP for Master Plan www.GreenPlayllc.com Page 3
Progress Reporting
• The consultant and the City's Project Manager shall hold progress
meetings as often as necessary, but in no case less than once per month
until the final plan is approved by the City Council for the purpose of
progress reporting. The consultant shall supply the Project Manger
with at least one (1) copy of all completed or partially completed
reports, studies, forecasts, maps or plans as deemed necessary by the
Project Manager at least three (3) working days before each progress
meeting. The Project Manager shall schedule the meetings, as
necessary, at key times during the development of the Master Plan.
Action Plan
• Collect analyze demographic information for the community
• Collect and analyze information on participation, needs, desires,
operations, programming and land use trends and make Level of Service
recommendations
• Identify areas of service shortfalls and projected impact of future trends
• Provide useable and workable definitions and recommendations for
designated park and open space with acreages and parameters defined as
appropriate
• Develop recommendations for operations, staffing, maintenance,
programming and funding needs
• Provide a clear plan for development of programming direction based on
standards and demand analysis
• Develop a definitive program for acquisition and development of
parkland, recreation facilities, open space, trails and parks maintenance
and administration of facilities for the future
• Provide a maintenance and operation analysis
• Identify opportunities for available funding and acquisition alternatives
• Develop an action plan which includes strategies, priorities and an
analysis of budget support and funding mechanisms for the short term,
mid-term and long term for the park system, open space, trails and
recreation programs and services
Development of Final Plans and Supporting Materials
• The Master Plan must include written goals, plans, objectives, and policy
statements that articulate a clear vision and "road map" and model for
the Parks and Recreation Department's future
• A summary of existing conditions, inventories and Level of Service
analysis
• Charts, graphs, maps and other data as needed to support the plan and
its presentation to the appropriate audiences
• A Financial Plan
• An Action Plan
Sample RFP for Master Plan www.GreenPlayllc.com Page 5
Note: T11e number of
proposals requested will
vary depending on the
number of persons who will
realistically be evaluating
the proposal. Some
agencies are now requesting
that digital copies be
submitted, either in
addition to a mailed copy,
or by email.
Note: A majority of RFP's
will provide the budget
information, either the
specific amount that has
been budgeted, or a range.
Generally these types of
plans can have a large
variety of variables
included. A range can help
the consulting firm identify
which areas of your outline
should receive the highest
focus, and which additional
helpful services might be
provided within your
anticipated budget.
• A summary of professional liability and errors and omission insurance
coverage the firm maintains.
• At least five (5) public agency references for projects of a similar nature to
this project and a description of the projects shall be described and
minimally include client, location, contact person, contact information
(telephone/e-mail address), and a brief summary description of the
project.
• Provide in a separate sealed envelope the project cost for services in an
itemized work format. The project cost for services shall be a "not -to -
exceed cost for services."
Proposal Response
The proposal response submitted shall contain all information as requested
herein, and any additional information necessary to summarize the overall
benefit of the proposal to the City. Proposing firms should submit five (5) copies
of the proposal no later than Time on Day/Month/Date/Year.
Submittals should be directed to:
Person's Name, Parks and Recreation Director
City of Your City Parks and Recreation Department
12345 Main Street
P.O. Box 12345
YourCity, YourState/YourZipCode
Fax: (###) ###-####
The submittal of a proposal shall be taken as prima facie evidence that the
proposing individual/firm has full knowledge of the scope, nature, quality, and
quantity of the project to be performed and the detailed requirements and
conditions under which the project is to be performed.
This solicitation does not commit the City of YourCity to award a contract, to pay
any cost incurred with the preparation of a proposal, or to procure or contract for
services or supplies. The City of YourCity reserves the right to accept or reject
any or all proposals received in response to this request, to negotiate with any
qualified source, or cancel in whole or part this proposal process if it is in the best
interest of the City to do so. Subsequent to contract negotiations, prospective
consultants may be required to submit revisions to their proposals. All
proposers should note that any contract pursuant to this solicitation is dependent
upon the recommendation of the City staff and the approval of the YourCity City
Council.
Project Budget Range
A budget of $XX-XXX has been established for this project
Sample RFP for Master Plan www.GreenPlayllc.com Page 7
Note: Some agencies desire
to add alternate tasks to the
projects that are not integral
to the core of the project but
that would be desirable to
accomplish. By including
"Add Alternates" to an RFP
an agency can receive a
summary along with
proposed costs that can be
evaluated and if desired,
added to the primary
project scope.
Request for Proposal
Add Alternate
Please submit a separate proposal for the following items. In addition, please
provide an individual price breakdown for each of the four (4) components.
The City of YourCity, reserves the right to accept individual components,
multiple components and/or reject all components. All specifications in the
City of YourCity Parks and Recreation Master Plan will apply.
Park Facilities/Recreation and Library Program Analysis
The purpose ofAthis task is to provide a detailed program assessment of park
facilities, recreation and library programs and revenue sites. This analysis is
critical for determining facility, programming, and revenue strategies
necessary to meet the needs of users, and sustain and preserve facilities.
Facility Maintenance Management Plan
The Facility Maintenance Management Plan will be for Recreation/Community
Centers, Library and other built structures within the Parks and Recreation
Department, excluding those at the golf course. The plan will identify
recommendations for routine and preventative maintenance programs, work
management, asset lifecycle management, customer feedback program,
performance measurements, staffing levels and equipment management.
Grounds Maintenance Management Plan
Prepare the Grounds Maintenance Management an for the grounds
maintained by the Parks and Recreation Department, excluding the golf course.
The plan will identify recommendations for routine and preventative
maintenance programs, work management, asset lifecycle management,
customer feedback program, performance measurements, staffing levels and
equipment managements
Departmental Fee Philosophy,
Review departmental fees and develop a departmental fee philosophy
through benchmarking best practices in comparable cities, community and
departmental input, etc.
Sample RFP for Master Plan www.GreenPlayllc.com Page 9
aQity Research & Insights Inc.
820 Davis Street Suite 502
Evanston IL 60201
aQityresearch.com
aQ ity@aQityresea rch.com
T 847-424-4171
F 847-328-8995
TO: Matt LaPorte
FROM: Jeff Andreasen
DATE: July 8, 2016
RE: Community Survey Proposal for McHenry Parks and Recreation
Department
Thank you for requesting a proposal to conduct a community survey of McHenry
residents for the Parks and Recreation Department.
As you may know, the aQity Research &Insights staff has conducted strategic surveys
for several area park and recreation agencies since 1993. Recent clients include park
districts in Wilmette, Wheeling, and Bartlett, as well as current surveys for the Fox
Valley Park District and the St. Charles Park District.
In addition:
➢ We have conducted several statewide surveys for the Illinois Association of Park
Districts, including a statewide 2013 survey gauging the value, importance and
usage that parks and recreation agencies represent to Illinois residents. We are
wrapping up current research for the IAPD that quantifies the economic
contribution that these agencies represent (in terms of jobs, revenues, etc.) to
their communities and statewide.
➢ Our team (when we were Richard Day Research) conducted the 2000 countywide
survey for the McHenry County Conservation District, which provided strategic
insights and helped the District pass a $68 million referendum for land
acquisition the following year.
Questions. Answers. Insights.
Our approach to community surveys differs from other research firms.
➢ First, we take a very customized approach to ensure that the survey reflects your
specific needs and goals. While we have benchmark data on key metrics which
provide insightful comparisons to nearby communities and statewide results,
our surveys are designed to reflect each community's unique issues,
demographics, and concerns.
➢ We seek to be your thought partner throughout this research process, beginning
with the questionnaire design and extending beyond our presentation of the
findings. After the results are delivered, we remain available for follow-up
consultation to answer questions, discuss action items, and provide additional
analysis to ensure that the research represents maximum value. Other firms
provide data and numbers; we provide insights and meaning.
➢ Our commitment is to provide you with accurate and objective insights to help
inform your decisions. Agencies like yours are better served with a sufficiently
representative sample than with larger skewed samples. There is no better
validation of the accuracy of our work than actual election or referenda results.
Our team has a 100% "pass rate" with the referenda tested for park and forest
preserve districts, and our survey results have usually been within 5% of the
actual winning margin.
Our Client
Year
Amount Sought
%Yes Vote
Lake County FPD
2008
$185M (land)
66 %
2002
O&M tax increase
52%
2000
$85M (land)
67%
1999
$55M (land)
66 %
1993
$30M (land)
61 %
Fox Valley PD
2008
$44.8M (land and improvements)
66 %
Glencoe PD
2006
$14M (new center)
59 %
FPD Will County
2005
$95M (land)
59 %
McHenry Co. CD
2001
$68.5M (land)
54%
aQity Research Proposal to McHenry Parks and Recreation pg. 2
July 8, 2016
Based on our brief discussion, it is my understanding that you seek to understand the
potential insights and approximate cost that a community survey would represent for
the Parks and Recreation Department. Below are some initial thoughts and
considerations:
➢ The most recent US Census data reports )ust over 10,000 households in the city of
McHenry. Given this population size, a random sample survey of 300
respondents would be sufficient to provide accurate, reliable results and still
identify any significant differences by key subgroups (e.g., by age, gender, length
of residence, users and non -users of city parks and programs, region within the
city, etc.).
A representative sample of 300 respondents is sufficient for a community the
size of McHenry. For comparison purposes:
■ Our recent countywide survey for the Lake County Forest Preserve District
included 600 households (consistent with other countywide surveys).
■ Statewide surveys of Illinois voters and residents typically include between
600 to 1,500 respondents, which covers a much more diverse population
socio-economically, geographically, ethnically, politically, etc.
■ Our surveys for local agencies generally include 300 to 400 respondents, and
deliver valuable insights into key subgroups within each community to help
those agencies plan and communicate more effectively.
➢ While the survey would be primarily for the Parks and Recreation Department, I
recommend that you also consider including questions that provide critical
insights regarding City government and services in general. This would increase
the value of the research overall, and could identify key connections between
parks and recreation issues with other departments and services.
Taking this approach would allow us to take a "blind" approach when inviting
residents to complete the survey. By informing them that the research is
sponsored by the City and is about local issues in general (rather than specifically
identifying this as a Parks Department survey), we will likely receive a more
representative sample and more objective responses.
aQity Research Proposal to McHenry Parks and Recreation pg. 3
July 8, 2016
The questionnaire would lead off with questions about:
■ Local issues that are most important to residents;
■ Opinions and satisfaction with City government overall and with specific
departments (Public Works; Police; Parks and Recreation; Community
Development, Economic Development, etc.);
■ From there we would move to questions more specific to the Parks
department (e.g., strengths and weaknesses, usage of facilities and programs,
attitudes and behaviors regarding specific issues such as the new recreation
center, willingness -to -pay questions, etc.).
The alternative of identifying this specifically as a Parks and Recreation
survey could result in response skew:
■ Non -users and those least familiar with your facilities and programs may
tend to ignore the survey if it's positioned as a Parks and Recreation study
(since they have less connection with your services) and would therefore be
under -represented in the results.
■ Our approach of making this "blind" ensures that this critical group of non-
users are accurately represented so that we can identify how your
Department can best communicate and connect with these potential users.
➢ I recommend a hybrid online, mail, and phone survey approach which allows
residents to choose their preferred method. The hybrid approach ensures
inclusion of different segments in the community.
First, all sampled households will receive a mail questionnaire, including a cover
letter that informs them of the survey and encourages them to voice their
opinions about local issues. We will include a pre -paid return envelope
addressed to aQity Research to send their completed survey. The letter will also
include information on how to complete the survey online, or by phone if they
prefer.
aQity Research Proposal to McHenry Parks and Recreation pg. 4
July 8, 2016
We will follow-up with non -respondents by phone, and via postcards with the
oAline survey option. Both of these approaches ensures that specific community
segments are represented.
■ Given that older and long-term McHenry residents may be less inclined to
complete an online survey (based on our experience in other communities)
and are also more likely to have landlines in their home, a phone component
will ensure that these households are adequately represented.
aQity Research will procure a list of phone numbers for all McHenry
households. Our in-house team of interviewers will call those who do not
respond to the mail invitation and offer to complete the survey with them by
phone. Randomized numbers will be called to include unlisted households.
■ Conversely, younger and middle-aged adults (as well as certain ethnic
groups) are least likely to have landlines and less likely to fill out mail
surveys. Sending a follow-up postcard reminder with the survey website
allowing them to complete the survey online will increase their response.
Proposed Process
The first step will be a kick-off meeting with you and your team to clarify and prioritize
the research objectives. Getting consensus on these goals will be important to ensure
that our customized survey delivers the insights you need. Reviewing any past
research and usage data that you have will also be helpful at this stage.
aQity Research Proposal to McHenry Parks and Recreation pg. 5
July 8, 2016
aQity Research will then develop the questionnaire for your review and feedback.
Typically, this includes a couple of drafts before the survey receives final approval.
Assume a questionnaire that averages about 12 or so minutes to complete, which will
allow for a variety of topics:
➢ Importance of local issues;
➢ Overall satisfaction with City government and specific agencies;
➢ .Overall perceived importance and value of City services (based on its share of
property taxes);
➢ Strengths and improvement opportunities for the Parks and Recreation
Department (open-ended questions);
➢ Usage of local parks and facilities/programs, and satisfaction with each;
➢ Specific questions regarding park facilities, unmet needs, willingness -to -pay
questions, etc.);
➢ Preferred communications channels on Parks and Recreation information
(events, programs, facilities, etc.);
➢ Demographics (gender, age, children in household, location, length of residence,
etc.).
Once we have the approved survey, we will print, program and test the questionnaire
to make sure that it is ready to field. During this time, we will also develop our
sampling strategy for the data collection phase.
aQity Research will procure a sample of McHenry residents which includes their
mailiI g addresses (for the invitations and questionnaires) and both listed phone
numbers and randomized phone numbers (to include unlisted households).
We will be responsible for all data collection across each mode (web, mail, and phone).
We will closely monitor the completed surveys to ensure accurate information. This
includes removing responses that seem questionable or unreliable and replacing them
as needed. We will provide you with regular updates on our progress throughout data
collection. Again, the goal is to complete 300 surveys.
aQity Research Proposal to McHenry Parks and Recreation pg. 6
July 8, 2016
The data processing includes:
➢ Scrubbing and verifying responses;
➢ Coding open-ended answers for analysis;
➢ Weighting the respondents (if necessary) to match key US Census data for
McHenry. This means ensuring that our respondent sample reflects the
community by age, gender, household/family status, race and ethnicity, and
where they live in the city. This will ensure more accurate and reliable findings;
➢ All programming and generation of banners/crosstabs.
Our analysis will be thorough and will include comparisons to statewide and local
benchmarks when available. We will also profile residents who are:
➢ Most and least likely to use the city parks and recreation programs, and those
who are most and least satisfied;
➢ Most interested in specific strategic initiatives and recreational opportunities;
➢ Most and least likely to use specific channels of communication.
At the conclusion of this research, we will provide:
➢ A comprehensive report on the findings (in PowerPoint format), including an
executive summary and recommendations for planning;
➢ Up to two in -person presentations to the Department and/or City;
➢ A data file (Excel format) and all crosstabs (MS Word format);
➢ Ongoing phone consultation after the results are presented.
aQity Research Proposal to McHenry Parks and Recreation pg. 7
July 8, 2016
Estimated Cost
The estimated cost for the research plan outlined above is $27,900 (+/-10%). This
includes everything from the initial kick-off discussion through the final deliverables
and presentations.
I am confident that given high standards for customization, accuracy, and insights,
aQity Research represents the greatest value for the research dollar. We deliver this
value and partnership by:
➢ Using best practices to ensure an accurate representation of the entire McHenry
community, including a sufficient representation of key subgroups (e.g., non -users
of local parks, newer residents, upper- and lower -income households, etc.);
➢ Developing a customized design that is specific to your needs and situation while
still providing relevant, meaningful benchmark comparisons to comparable districts;
➢ Providing a thorough analysis and delivering clear, actionable insights (not just
numbers) that help inform important decisions.
aQity Research Proposal to McHenry Parks and Recreation pg. 8
July 8, 2016
Recent Clients and References
Below are four of our most recent partnerships. I encourage you to reach out to the
references for a better understanding of our process and service.
➢ Wilmette Park District (2016): Community survey regarding the WPD's lakefront
properties and proposed improvements.
Reference: Steve Wilson, Executive Director
swilson@wilpark.org
847-256-9617
➢ Lake County Forest Preserve District (2016): Currently conducting a countywide
resident survey to identify priorities for the LCFPD and determine how they align
with long-term planning goals. We are also gauging the value that the LCFPD
represents to residents and receptiveness to alternative non -tax revenue options.
Reference: Katherine Hamilton -Smith, Director of Public Affairs
khamilton~smith@lcfpd.org
847-968-3380
➢ Wheeling Park District (2015): Community attitude and interest survey to identify
opportunities to raise awareness of WPD facilities and benefits, and to strengthen
the value that the District represents.
Reference: Jan Buchs, Executive Director
jt)ucns@wneeiingparKaistrict.com
847465-2935
➢ Northbrook Park District (2014): Community -wide survey to gauge opinions about
the NPD and its parks and programs, identify unmet needs and improvement
opportunities, and explore communications strategies. We also tested support for
the potential acquisition of a closing health club to convert it into a recreation center.
Reference: Rick Hanetho, (former Executive Director, now with the Arlington
Heights Park District)
847-577-3005
Again, we greatly appreciate this opportunity and we will be 100% committed to this
project and its outcome. Please let me know if you have any questions. I look forward
to hearing from you.
aQity Research Proposal to McHenry Parks and Recreation
July 8, 2016
pg. 9