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Long Bridge Aquatics & Fitness Center Fee Working Group

Final Report

February, 2019

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Table of Contents

Section I. Introduction & Fee Working Group Charge

Section II. Department of Parks and Recreation Fee Background and Philosophy

Section III. Community Engagement

Section IV. Benchmarking

Section V. Major Findings and Recommendations

Section VI. Conclusion

Attachments

I. Working Group Fee Recommendation Packet

II. Working Group Fee Recommendation Spreadsheet and Benchmarking

III. Statistically Valid Survey Questions and Results

IV. Business Community Survey and Results

V. Department of Parks and Recreation Web-Based Survey and Results

VI. Current Arlington Public Schools Aquatics Fee Schedule

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Section I. Introduction

Long Bridge Park and the Long Bridge Aquatics & Fitness Center projects have a long history of public

engagement, beginning with the start of the project in 2001. The County Board appointed a citizen

Committee known as the Long Bridge Park Advisory Committee (LPBAC) to oversee the development of

the site formerly known as North Tract to guide the development of the park. Since then, The LBPAC has

held over 100 meetings to receive input and form the development of the site. In 2017, the Arlington

County Board approved a design-build contract to Coakley & Williams Inc. for the design and

construction of the Long Bridge Aquatics & Fitness Center, along with development of an additional 10.5

acres of parkland, continuation of the existing esplanade, rain gardens, public gathering areas, and

casual use space.

Fee Working Group Charge In April 2018, The Long Bridge Park Advisory Committee (LBPAC) appointed the Fees Working Group

(FWG) to propose fees for the new facility. The Long Bridge Aquatics & Fitness Center will be the first

membership-based facility operated by the Arlington County Department of Parks and Recreation (DPR).

Paul Holland was appointed Chair of the FWG by LBPAC Chair Tobin Smith. The scope of the Working

Group included four specific objectives:

Charge Objective #1: To recommend fees for memberships, passes, and other proposed uses of the

Long Bridge Park Aquatics and Fitness Center in accordance with the Department of Parks and

Recreation (DPR) fee setting policies, while being mindful of neighboring jurisdictions membership fees.

Charge Objective #2: To recommend membership durations, daily pass types, and classifications for

memberships and rates including but not limited to: Single Adults, Families, Senior Citizens, Businesses,

and Visiting Groups.

Charge Objective #3: To make recommendations for membership reciprocity between the Arlington

Public School pools, and the Long Bridge Aquatics and Fitness Center.

Charge Objective #4: To make recommendations for membership reciprocity between existing DPR

memberships including fitness memberships, and Office of Senior Adult Program memberships.

Membership The FWG was formed to include major stakeholders in the Long Bridge project, from various

Committees and commissions. Working Group members included:

Chair – Paul Holland – Fiscal Affairs Advisory Commission (FAAC)

Andrea Walker – Park and Recreation Commission (PRC)

Dave Tyahla – Long Bridge Park Advisory Committee (LBPAC)

Doug Ross – Long Bridge Park Advisory Committee (LBPAC)

Susan English - Long Bridge Park Advisory Committee (LBPAC)

Don Hesse – Senior Adult Council (SAC)

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Cindy Miller – Senior Adult Council (SAC)

Sherry Kohan – Sports Commission (SC)

MacKenzie Kearney – Aquatics Committee (AC)

Marilyn Judson – Aquatics Committee (AC)

Rob Mandle – Crystal City Business Improvement District (BID)

Helena Machado – Arlington Public Schools Aquatic Management (APS)

Kevin Cronin – Arlington Public Schools Aquatic Management (APS)

Section II. Department of Parks and Recreation Fee Background and

Philosophy

The Department of Parks and Recreation sets fees per its benefits-based cost recovery philosophy which

was adopted by the Arlington County Board in FY 2010. The philosophy was subsequently revised, with

County Board approval, in FY 2014 to simplify the methodology and to make the levels of the pyramid

clear.

The pyramid is a

representation of the degree of

public versus individual benefit

that is served by each category

of program or service offered

by DPR. The programs and

services that have the most

public benefit are at the base

of the pyramid, where the

public subsidy is the greatest

and the cost recovery goals the

lowest. The programs/services

that have the most individual

benefit are at the top of the

pyramid, where the public

subsidy should be the lowest

and cost recovery goals the

greatest.

Fees for programs/services are set to recover the direct costs (e.g. instructors and supplies) along with

an overhead calculation associated with registration, scheduling and marketing. DPR also relies on

additional tools, such as community surveys and benchmarking data, to further inform fee setting. These

tools were used when recommending fees for the new Long Bridge Aquatics & Fitness Center.

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When DPR sets fees outside of its cost recovery principles it uses multiple tools to set these fees. These

tools were used when recommending fees for the new facility. These tools included community surveys,

benchmarking, and historical information.

Section III. Community Engagement

The FWG held five meetings throughout the course of 2018. Meetings were held between April and

November 2018, and were advertised on the FWG webpage https://projects.arlingtonva.us/long-bridge-

park-fees-work-group/.

In addition to public meetings, the FWG created and distributed three community surveys. These

surveys can be found in Attachments III, IV, and V of this report.

Statistically Valid Survey In summer 2018, the ETC institute was hired to create and distribute a statistically valid survey to gauge

the community’s interest in daily pass and membership types, and to understand the limits of what the

community is willing to pay for these passes to the Long Bridge Aquatics & Fitness Center. In total, 824

responses were received. The FWG incorporated these findings in to their final recommendations. The

full statistically valid survey and results can be found in Attachment III of this report.

Business Community Survey Additionally, in summer 2018 the FWG developed a survey to be distributed to the Business Community,

to gauge non-residents interest in the facility, who work in Arlington. The survey was distributed to all

Business Improvement Districts (BIDS), the Columbia Pike Revitalization Organization (CPRO), the

Clarendon Alliance, The Lee Highway Alliance, and the Center for Leadership Excellence. The survey

received 99 responses, but overwhelmingly the respondents were Arlington Residents. The full Business

Community survey results can be found in Attachment IV of this report.

Community Input Web-Based Survey In October 2018, DPR staff worked collaboratively with the FWG to develop a 10-question online survey

that was posted on the DPR website. This survey was open for over one-month, and received over 1,000

responses. The survey not only asked membership and fee-related questions, but also sought responses

regarding building programming. The full Community Input Web Survey can be found in Attachment V of

this report.

Commissions and Committees Follow-Up Following its last meeting in November 2018, members of the FWG and DPR staff reported findings and

the proposed fee package to the various Commissions and Committees who were represented on the

FWG. The following Commissions and Committees received presentations in January 2019: The Senior

Adult Advisory Executive Committee, The Aquatics Committee, The Park and Recreation Commission,

The Sports Commission, and the Long Bridge Park Advisory Committee.

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Section IV. Benchmarking Per the charge of the FWG, multiple neighboring jurisdictions were used as benchmarks when

researching the fee structure for the Long Bridge Aquatics & Fitness Center. Benchmark jurisdictions

include the Fairfax County Park Authority, City of Alexandria Department of Parks and Recreation,

Montgomery County, the Freedom Center, and Washington D.C. Department of Parks and Recreation.

Benchmark jurisdictions include facilities with similar amenities and offerings that will be available at the

Long Bridge Aquatics & Fitness Center.

Daily pass offerings, and membership types vary throughout each facility and jurisdiction. The FWG used

available benchmarking information, as well as the results of the three surveys distributed to the

community to form the proposed fee package.

Section V. Major Findings and Recommendations

Day Passes and Membership Options Following three community surveys, and extensive benchmarking, the FWG is proposing the following

fee package for the Long Bridge Park Aquatics & Fitness Center:

Membership Type Proposed Resident Fee Proposed Non-Resident Fee

Child Daily $5.00 $6.25

Child 10-Visit $45.00 $58.50

Child 25-Visit $110.00 $143.00

Child 6-Month $200.00 $260.00

Child Indoor Season $275.00 $357.50

Child Annual $350.00 $455.00

Adult Daily $9.00 $11.25

Adult 10-Visit $81.00 $105.30

Adult 25-Visit $198.00 $257.40

Adult 6-Month $360.00 $468.00

Adult Indoor Season $495.00 $643.50

Adult Annual $630.00 $819.00

Senior Daily $6.00 $7.50

Senior 10-Visit $54.00 $70.20

Senior 25-Visit $132.00 $171.60

Senior 6-Month $240.00 $312.00

Senior Indoor Season $330.00 $429.00

Senior Annual $420.00 $546.00

Family Daily $25.00 $32.50

Matinee $5.00 $6.25

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Recommendation: The FWG is recommending the proposed fees be adopted by the County Board when

presented as part of the annual DPR fee package in April 2020.

Detailed Review of Fee Structure after 18-24 Months of Operations While the FWG’s conclusions represent their best recommendation based on the benchmarking and

survey results, the members anticipate the need for a thorough review once the facility opens.

Recommendation: The FWG recommends a comprehensive review of the fees and operating

procedures after a period of 18-24 months. This review should include membership types, as well as

actual fees being charged to identify popular membership types, and tweak offerings as needed.

Matinee Pass Implementation The FWG is recommending a matinee pass, to help supplement slow usage times in the facility.

Recommendation: The FWG is recommending a matinee pass be adopted, but not implemented until

the facility has been operating for 18-24 months.

Arlington Public Schools Reciprocity Review The FWG participated in diverse and robust conversation regarding reciprocal passes for the existing APS

Pools and the Long Bridge Aquatic & Fitness Center.

Recommendation: The FWG is recommending a review of membership after 18-24 months of

operations. This review will include members utilizing both APS pools and the Long Bridge Aquatics &

Fitness Center.

Non-Residents The FWG discussed at length the question of who qualifies for the resident rate at the Long Bridge

Aquatics & Fitness Center. Some members expressed the opinion that working in Arlington, and

contributing to the economy of the County should result in the user qualifying for the resident rate.

However, other Working Group members stated that working in Arlington is not the same as living in

Arlington, and the agreed-upon non-resident premiums should be applied.

It was noted that the new facility will be an important economic development tool for both Crystal City

and the broader Arlington County community. Also, given the County’s revenue structure and its

approximately 50/50 tax base split, the business community is a significant investor in Long Bridge.

Additionally, the benefit of securing memberships and attendance from people who work in Arlington

will be key in driving revenue for the facility.

The FWG is recommending that in addition to Resident, and Non-Resident fees, that DPR explore the

option of Corporate and Hotel memberships, that will allow non-residents to attend the facility with a

pre-paid Corporate pass, or pay the resident rate while staying at a Crystal City Hotel.

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Section VI. Conclusion

The FWG recommendations represent the outcome of a deliberate and detailed process. The

methodology included a clear and concise charge from the Long Bridge Park Advisory Committee;

utilizing existing regional benchmarks for fees; previously completed surveys specifically designed for

the Long Bridge Aquatics & Fitness Center; a statistically valid survey, and two additional community

surveys; input from a diverse group of key stakeholders; and representation and consideration of both

majority and minority opinions.

The recommendations presented in this report represent the best effort of the FWG members. Each

member is conscious that future conversations will be needed and adjustments to the fee structure will

be required for the long-term success of the Long Bridge Aquatics & Fitness Center.

The FWG is excited about the opening of the Long Bridge Aquatics & Fitness Center in late 2020 or early

2021 and is grateful for the opportunity to provide community input on the fee structure and

operations.

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Attachment I. Fee Recommendation Packet

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Attachment II. Fee Recommendation Spreadsheet

Pass Type LBP Fees B&D 2013 APS Fairfax Freedom Center Alexandria Matinee Non-Resident 25% Non-Resident 30%

Child Daily 5.00$ 6.00$ 2.65$ 6.50$ 6.00$ 5.00$ 5.00$ 6.25$

Child 10-Visit 45.00$ - 23.85$ - - - - 58.50$

Child 25-Visit 110.00$ 135.00$ 143.00$

Child 6-Month 200.00$ 165.00$ 103.35$ 91.00$ - 250.00$ - 260.00$

Child Indoor-Season 275.00$ - - - - - - 357.50$

Child Annual 350.00$ 300.00$ 165.35$ 166.00$ 240.00$ 450.00$ - 455.00$

Adult Daily 9.00$ 8.00$ 6.30$ 10.00$ 9.00$ 8.00$ 5.00$ 11.25$

Adult 10-Visit 81.00$ - 56.75$ - - - - 105.30$

Adult 25 Visit 198.00$ 185.00$ 257.40$

Adult 6-Month 360.00$ 365.00$ 245.70$ 367.00$ 330.00$ 250.00$ - 468.00$

Adult Indoor Season 495.00$ - - - - - - 643.50$

Adult Annual 630.00$ 650.00$ 393.00$ 669.00$ 600.00$ 450.00$ - 819.00$

Senior Daily 6.00$ 5.60$ 4.00$ 6.50$ 6.00$ $6.40 5.00$ 7.50$

Senior 10-Visit 54.00$ - 36.00$ - - - - 70.20$

Senior 25 Visit 132.00$ 130.00$ $ 171.60$

Senior 6-Month 240.00$ 255.00$ 156.00$ 341.00$ 270.00$ 250.00$ - 312.00$

Senior Indoor-Season 330.00$ - - - - - - 429.00$

Senior Annual 420.00$ 455.00$ 250.00$ 622.00$ 480.00$ 450.00$ - 546.00$

Family Daily 25.00$ - - - - - - 32.50$

Matinee 5.00$ $35.00/mo. 6.25$

LBP Assumptions

Monthly Pass 10 Visits B&D Fairfax Alexandria APS

6 Month Pass 40 Visits Monthly Pass 9.25 7.4 6.25 N/A

School Year Pass 55 Visits 6 Month Pass 45 36 N/A 38

Annual Assumptions 70 Visits School Year Pass N/A N/A N/A N/A

Annual Pass 81 66 56 62

Benchmarking

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Attachment III. Statistically Valid Survey and Results

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Attachment IV. Business Community Survey and Results

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Attachment V. Department of Parks and Recreation Web-Based Survey

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Attachment VI. Arlington Public Schools Aquatic Fee Schedule