Servus Place 2008 Year End Report - City of St. Albert

2008 Year End Report
Operated by
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2008 Year End Report
Servus Credit Union Place

2008 Year End Report
Servus Credit Union Place
Facility Map
main floor
1. landrex water play centre
2. Mootastic
3. admissions desk
4. aquatics offices
5. landrex water play centre change rooms
6. child-minding
7. child program room
8. ron hodgson and southgate
children’s playground
9. leisure ice
10. guest and member services desk
11. ATM
12. elevator
13. Booster Juice
14. performance arena
15. troy murray arena
16. St. Albert Skating Centre Office
17. mark messier arena
18. morinville meeting rooms
19. RCMP community police station
20. elevator
21. pizza 73 field house
22. fitness testing
23. sarasota homes field house
24. community gymnasium
25. gym change rooms
26. Dynamic Sports Physiotherapy
27. Source for Sports
public washrooms
second floor
28. fitness & wellness centre
29. fitness & wellness change rooms
30. canadian natural fitness studio
31. performance arena concessions
32. performance arena seating
33. St. Albert Steel office
34. troy murray arena seating
35. mark messier arena seating
36. St. Albert Rams Lacrosse Club and
St. Albert Ringette Association Office
37. elevator
38. concession
39. ATM
40. pizza 73 field house seating
41. sarasota homes field house seating
42. gym seating
43. sobeys active living centre
44. qualico boardroom
45. multipurpose room
46. mind body studio
47. elevator
third floor
christenson developments track & training centre
spin studio
sport performance studio
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Table of Contents
3. Challenge Has Evolved Into Opportunity
Nolan Crouse, Mayor, City of St. Albert
5. One Hurdle at a Time
Diane Enger, Facility Director,
Servus Credit Union Place
6. Speaking Up
8. Changing Our Approach
10. Adapting Our Space
11. A Year Under Our Belts
12. Servus Credit Union Place Review
14. 2008 Financials
17. Sponsors
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2008 Year End Report
Servus Credit Union Place

2008 Year End Report
Servus Credit Union Place
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Challenge Has Evolved
into Opportunity
Nolan Crouse, Mayor, City of St. Albert
On behalf of City Council, I am pleased to share the 2008 Servus Credit Union
Place Year End Report.
Over the past year, challenge has indeed evolved into opportunity. It has been
a pleasure to see the commitment of staff and support from the community in
making this facility such an important part of St. Albert.
The operational processes put in place, the improvements in providing programs
and services, and the plans being produced for the future have all made
significant differences. Together, we celebrate the success.
Today, it only takes a walk through the facility to see the healthy impact it has
on residents and visitors. From spontaneous play in the water play centre, on
the leisure ice or in the gymnasium, to competitive hockey, soccer, lacrosse or
ringette, Servus Credit Union Place brings the community together in sport
and recreation.
People of all ages are taking part in fitness and wellness classes, utilizing the
walking/running track, or working individually on the wide variety of equipment.
Businesses have displayed their wares at trade shows and community groups
have recruited volunteers through an open house.
Servus Credit Union Place has made real connections with people in our
community. The third Thursday of every month finds seniors enjoying a special
event as well as snacks and refreshments. In October, the facility hosted its first
community Halloween Haunt attended by over 1,000 young people. And, in the
Fall, dedicated members took part in program contests to reach their fitness
targets.
As our residents pursue healthy, active lifestyles, we remain committed to
ensuring that Servus Credit Union Place is the facility of choice for you, your
family, your friends and your neighbours. It is truly a great place to “play it up!”
Nolan Crouse
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2008 Year End Report
Servus Credit Union Place
Over the past year,
challenge has indeed
evolved into opportunity.
It has been a pleasure
to see the commitment
of staff and support
from the community in
making this facility such
an important part of
St. Albert.

2008 Year End Report
Servus Credit Union Place
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One Hurdle at a Time
Diane Enger, Facility Director, Servus Credit Union Place
We’ve faced many hurdles this year, made it over each one and strengthened
our pace. We provided quality programs, grew our membership base and filled
our facility booking schedule. And, above and beyond all, we stayed true to
our mission: We are leaders who encourage healthy active living to enrich our
community.
As we move forward, we’re excited about the course that lies ahead. We know
that we will face hurdles, but will always strive to stay ahead of the pack. Our
plans to purchase new equipment for the fitness centre to meet the growing
demands is one example of Servus Credit Union Place’s commitment to
facing the hurdles head on and managing a very successful facility. We remain
committed to making Servus Credit Union Place the community’s destination
for healthy ageless play.
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2008 Year End Report
Servus Credit Union Place
As we move forward,
we’re excited about the
course that lies ahead.
We know that we will
face hurdles, but will
always strive to stay
ahead of the pack.
While the discussion of the economic impact of Servus Place has often focused on taxation and the operating deficit,
I would also encourage consideration of the evidence of the broader economic benefits of a healthier population. First,
fewer medical conditions in the population would reduce the burden on our already stretched health care system.
Furthermore, a healthier population provides a more productive workforce, contributing to our overall economy in every
sector, not just reduced burden on the health care system. Active, healthy kids stay in school, are more attentive, get
better grades and a better education. A more educated population contributes to a stronger economy. Instilling an active
lifestyle in children and young adults will ensure ongoing economic development for St. Albert, our province and our
country, well into the future.
Jeffrey A. Johnson, Professor and Canada Research Chair, AHFMR Health Scholar, University of Alberta

2008 Year End Report
Servus Credit Union Place
It is really important
to us that we hear
from our customers.
Their feedback lets us
know what we need to
improve on and what
we need to keep doing.
Speaking Up
Much of the progress we made in 2008 was due to feedback from residents and
our customers. The comments of support and valuable suggestions certainly
played a role in the program and service improvements we made. In June, we
established a receptionist position to help guest and member services answer
phone calls (12,741 calls were answered between June 2, 2008 and January 4,
2009). In September we upgraded our gymnasium locker rooms to help with
overflow and offer people from the fitness locker rooms an alternative. The
Dial-a-Bus program was initiated to ensure that a bus stopped at the front door
of Servus Credit Union Place. Directional signage around the city was improved
and two rowing machines and boxing equipment was purchased.
It is really important to us that we hear from our customers. Their feedback
lets us know what we need to improve on and what we need to keep doing. In
December 2008, we hired Banister Research & Consulting Inc. to complete a
customer satisfaction survey. The results showed a very high level of satisfaction
in many areas. While this is a clear sign that the facility is heading in the right
direction, we will always keep a watchful eye on ways to improve or enhance our
programs and service delivery.
“As members of Servus Place for the last two years, we would like to commend the staff in the swimming pool, fitness
center and guest relations. They are always very professional and friendly when dealing with their clientele. It is also very
rewarding to hear the very positive comments from the people using the facility. As our society struggles with physical
fitness and health issues, we are lucky to have such a wonderfull facility that programs a wide variety of activities for all
ages. I am sure parents, especially those with teenagers, appreciate the dedication the staff put into providing a safe
environment for their childrens enjoyment.”
Ralph and Nancy Killips
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Customer Satisfaction Survey Highlights
• The majority (86%) of respondents indicated they were satisfied overall
with Servus Credit Union Place.
• Eighty-three percent (83%) of respondents indicated they would
encourage others to become a member of the facility.
• When asked if they were planning to renew their membership,
over three-quarters (77%) of respondents indicated they would.
• When asked to indicate the value they receive for a number of benefits
of their annual membership, 69% of respondents felt they receive the
most value for their money by being able to access other City owned
recreation facilities.
• When asked which amenities of the facility they used on their most recent
visit, 68% of respondents had used the fitness and wellness centre,
followed by the indoor track (43%) and the water play centre (29%).
• 89% were satisfied with the fitness and wellness centre.
• 96% were satisfied with the indoor track.
• 88% were satisfied with the water play centre.
• For those who participated in drop-in programs, 96% were satisfied
with the quality of instruction; and 92% were satisfied with the quality
of program.
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2008 Year End Report
Servus Credit Union Place

2008 Year End Report
Servus Credit Union Place
We knew that it was
important for Servus
Credit Union Place
to make changes to
encourage members
to purchase annual
memberships to
ensure long-term
sustainability.
Changing Our Approach
When Servus Credit Union Place opened in 2006, three membership types
were established – monthly, continuous and annual. The majority of members
purchased continuous memberships, which could be paid for on a monthly basis
and included all the same benefits of an annual membership.
We knew that it was important for Servus Credit Union Place to make changes
to encourage members to purchase annual memberships to ensure long-term
sustainability. On July 1, 2008 the process of changing our annual memberships
to make them more appealing began by adjusting the payment method of
annual memberships to include monthly installments. On September 1, 2008
the benefits and pricing structure of all memberships were changed to make it
more beneficial and economical to purchase an annual membership. The effects
of these changes were seen quickly. On June 30, 2008 we had 1699 annual
memberships. Six months later on December 30, 2008 we had 3975 annual
memberships, an increase of 133%.
Marketing Highlights
• Launched several new campaigns including bus benches, grocery store ad
bars, billboards and print advertisements.
• Hosted our first community event on October 24, 2008. An estimated 1500
people attended the Halloween Haunt event.
• Hosted our first member event on Canada Day. In total 750 burgers and
hot dogs were served.
• Redesign of website.
• Distributed 35,000 copies of each of our four program guides.
• Worked closely with volunteer marketing committee made up of staff,
residents and professionals from marketing backgrounds.
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Facility Usage Highlights
• 261,742 fitness centre visits; a daily average of 722 people
• 9,164 child-minding visits
• 227,847 water play park visits
• 484 senior’s day participants
• The highest usage of the facility occurred in February, March and the end
of November, averaging over 41,000 visits per month
• Remembrance Day, Easter Monday and Family Day were the busiest
holidays with almost 1,900, 1,750 and 1,620 visits, respectively
Membership Highlights
• Average memberships per month was 7,004
• 106,390 day passes were sold
• 83% of members were St. Albert residents
Membership by Demographic
Family - 23%
2008 Memberships by Type
100%
80%
60%
40%
20%
0%
Student - 5%
Senior - 8%
Youth - 7%
Child - 14%
Adult - 43%
Quarter 1 Quarter 2 Quarter 3 Quarter 4
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2008 Year End Report
Servus Credit Union Place
4 for 3
13 month
Annual
Monthly
Continuous

2008 Year End Report
Servus Credit Union Place
With the capacity to
seat up to 170 people,
the All Star Suite
has given Servus
Credit Union Place
an opportunity to
meet the rental
needs of Christmas
and birthday parties,
corporate receptions,
team gatherings and
tournament social
functions.
Adapting Our Space
Formerly Don Cherry’s, the All Star Suite was launched in September to provide an
exciting and inviting rental space for large groups. With the capacity to seat up to
170 people, the All Star Suite has given Servus Credit Union Place an opportunity to
meet the rental needs of Christmas and birthday parties, corporate receptions, team
gatherings and tournament social functions. The space was also used as a cafeteria
by participants in the Edmonton Oilers Hockey Camp and was converted into a
Haunted House for Servus Credit Union Place’s Halloween Haunt event. Concession
Services with the City of St. Albert jumped on board to open a café in the concession
space outside of the All Star Suite and services the concessions in the arenas.
Facility Bookings Highlights
• Servus Credit Union Place is home to the St. Albert Minor Hockey Association,
St. Albert Soccer Association, St. Albert Ringette Association, St. Albert
Skating Club, Greater St. Albert Sports Academy, Bellerose Sports Academy,
Paul Kane Sports Academy, Rams Lacrosse, St. Albert Fastball, St. Albert
Baseball, SLAM Basketball and Alberta Northern Lights Wheelchair Basketball.
• Servus Credit Union Place hosted many elite tournaments, including the
2008 National Ringette Championships.
• Servus Credit Union Place is proud to be the host venue for sports teams
including the St. Albert Steel hockey team, Grant MacEwan men’s and
women’s hockey teams and the Edmonton Drillers soccer team.
The St Albert Ringette Association hosted the 2008 Canadian National Ringette Championships in April of 2008. The
successful bid to host this event would not have been possible without the excellent facilities that were provided by
Servus Place. The ability to have all the games, opening ceremonies, special events at one location added to the success
of the event. The staff at Servus were very professional and helpful and contributed to the delivery of an excellent
product. There is no doubt St Albert would be a successful bidder for this event if it choice to bid again or any other
national or international Ringette event.
Ralph Trovato
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A Year Under Our Belts
When we opened in 2006, we knew the current trends in fitness and recreation
programming but didn’t know which programs residents of St. Albert would see
as the most beneficial. During 2007, we offered a range of programs that helped
us to develop an understanding of the needs and wants of program participants.
In 2008, we expanded on that knowledge and the demands for our programs
increased substantially. In 2007, we had 4100 people registered in programs.
In 2008, that number increased to 4870. It’s amazing the difference a year can
make. As each year passes we know we will change, adjust and be responsive to
our guest and member needs.
2008 Program Statistics
• 369 drop-in recreation programs were offered; 9,769 people participated
• 283 registered recreation programs offered; 12,958 participants
• 1,319 drop-in fitness programs offered; 24,779 participants
• 270 registered fitness programs offered; 24,470 participants
Program Highlights
• 549 meals served in our adult cooking programs
• 1,262 children participated in our summer camps
• 462 pounds lost in our Bigger Loser program
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2008 Year End Report
Servus Credit Union Place
As each year passes
we know we will change,
adjust and be responsive
to our guest and
member needs.

2008 Year End Report
Servus Credit Union Place
Servus Place Review
In early 2008, the City undertook a comprehensive financial and operational
review of Servus Credit Union Place. The City assembled a number of review
committees to provide input on administrative issues, marketing and finance,
and also arranged to gather the perspective of the peers of other municipalities
with similar facilities.
The review included feedback from hundreds of citizens and important input
from Servus Place staff, and key city representatives. In collaboration with the
Citizen’s Task Force a series of recommendations were made to strengthen the
operations of Servus Credit Union Place.
We would like to express our sincere gratitude to all the people who participated
in the review process.
Citizen’s Task Force
Les Butler
Lorie Garritty
Randal Guy
Roger Lemieux
Ken MacKay
Norbert Van Wyk
Garry Woo
Peer Review Committee
Terry Fuga
Norma-Jean Hogg
Colleen Jensen
Kay Kenny
Toni Lashbrook
Bryan Monaghan
Russ Pawlyk
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Marketing Advisory
Committee
Joan Barber
Richard Byers
Diane Enger
Glen Freeman
Gina Geres
Peter Jackson
Mike Kluttig
Colleen Lathan
Helene Leggatt
David McDonald
Nicole Pearson
Darryl Szafranski
Bob Treidler
Hailey Van Wyk
Brian Wrightson
Administrative Review
Committee
Carla Cain
Diane Enger
Bill Holtby
Jennifer Jennax
Mike Kluttig
Beth Purdon
Dean Screpnek
Bob Treidler

Actions Completed in 2008 based on Recommendations
from the Servus Credit Union Place Review
• Core staff participated in the preparation of the 2009-2011 business plan.
An understanding of the operational philosophy has been established.
• The citywide access pass has been revised so it is only available with
annual memberships.
• Arena user fees were revised for September 1 to reflect market rates.
• Membership fees were revised for September 1 to be comparative with
the market.
• Recast of the 2008 budget to include municipal tax support.
• Business practices have been reviewed and revised where required.
• 2009-11 budget developed and business cases prepared to support budget
initiatives and capital needs.
• Fitness Centre - short-term plan incorporates two new rowers and boxing
circuit for the track.
• Change rooms off the gymnasium have been retrofitted to accommodate
overflow from the fitness centre change rooms and alleviate concession
during peak times.
• Fitness Centre 2009 Business Case approved to purchase 16 pieces of
additional cardio and strength training equipment.
• The organizational structure was reviewed. In October, all recreation
booking and program functions were integrated together at
Servus Credit Union Place.
• Created the receptionist position to enhance customer service –
June 2008.
• The Customer Satisfaction Survey was completed.
• Reviewed and revised Marketing Initiatives for 2008 and developed the
2009 Marketing Plan.
• Dial-a-Bus is now available to Servus Credit Union Place.
• City directional signage has been improved.
• A marketing survey will be completed in 2009.
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2008 Year End Report
Servus Credit Union Place

2008 Year End Report
Servus Credit Union Place
2008 Financials (unaudited)
Revenue
Expenditures
Materials, Goods &
Supplies - $404,509
Lesson Fees - $571,657
Rentals - Facility -
$1,261,793
Admission Fees
$782,837
Transfer to Operations
Aquatics - $717,668
Internal Debt Payments
$216,468
Utilities - $830,130
Contracted &
General Services
$725,704
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Advertising/Sponsorship
$593,396
Sale of Goods
(Commission & Vending) - $84,303
Transfer to Operations
Public Works - $673,591
Miscellaneous Revenue - $45,158
Transfer to Operations
Corporate Services - $219,415
Memberships - $2,187,595
Personnel Costs -
$3,123,580

Budget vs. Year End
2008 YTD 2008 YTD
Budget Actual Variance
Memberships $ 2,113,500 $ 2,187,595 $ 74,095
Admission Fees 631,800 782,837 151,037
Lesson Fees 495,300 571,657 76,357
Rentals - Facility 1,201,900 1,261,793 59,893
Advertising/Sponsorship 561,000 593,396 32,396
Sale of Goods (Commission & Vending) 90,500 84,303 (6,197)
Miscellaneous Revenue 19,400 45,158 25,758
Total Revenue $ 5,113,400 $ 5,526,739 $ 413,339
Personnel Costs $ 3,254,500 $ 3,123,580 $ 130,920
Contracted & General Services 784,900 725,704 59,196
Utilities 967,000 830,130 136,870
Materials, Goods & Supplies 401,600 404,509 (2,909)
Internal Debt Payments 215,200 216,468 (1,268)
Transfer to Operations - Aquatics 726,200 717,668 8,532
Transfer to Operations - Public Works 681,600 673,591 8,009
Transfer to Operations - Corporate Services 227,000 219,415 7,585
Total Expenditure $ 7,258,000 $ 6,911,065 $ 346,935
Net Surplus (Deficit) $ (2,144,600) $ (1,384,326) $ 760,274
Recovery Rate 70% 80%
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2008 Year End Report
Servus Credit Union Place

2008 Year End Report
Servus Credit Union Place
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title sponsor
platinum sponsor
gold sponsor
silver sponsor
silver donors Alberco Construction, Connect Logistics, Murray and Jan Brown
bronze sponsor
bronze donors Alliance Pipeline Ltd., C.I.B.C., Scotiabank
copper sponsor
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2008 Year End Report
Servus Credit Union Place
Thank you to all of our sponsors for their continued support.
Town of Morinville Natural Resources
Canada
Melcor Developments
Limited
• Austin Security Ltd. • Sturgeon Auto & • Canmedia
• Greenboro Homes Ltd. Body Shop Ltd. • UMA Engineering Ltd.
• Pals Surveys & Associates Ltd. • Riverside Yamaha - Suzuki • Mediaco
copper donors Shores Belzil Jardine Barristers & Solicitors
Genstar Development
Company
Peak
Playgrounds
Reid Built
Homes
Abbey Lane
Homes

2008 Year End Report
Servus Credit Union Place
our vision
Our community’s destination
for healthy ageless play.
our mission
We are leaders who encourage healthy
active living to enrich our community.
our values
Safety.
Our Centre is safe, clean and we
are environmentally responsible.
Respect.
Respect is an understanding and
appreciation of people. We value
differences and diversity.
Teamwork.
Working together with a shared vision
toward a common goal of inspiring
healthy experiences.
Entrepreneurial spirit.
Looking for new and innovative ways
to manage our operation while
balancing resources.
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