Planning for Sport and Active Recreation Facilities ... - Brent Council

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35 incomes. They tend to suffer from health problems related to heavy smoking, not eating well and leading very inactive lifestyles. This is the most deprived group. The activities they are more likely to be interested in are football, cricket, weight lifting, and aerobic classes. Map 14: Location of mosaic type F36 Brent Mosaic Type F36 People Living in Social Housing Northwick Park Sudbury Kenton Preston Barnhill Wembley Central Alperton Queensbury Tokyngton Fryent Stonebridge Three Enfield Rivers Barnet Harrow South Bucks Hillingdon Brent Haringey Waltham Forest Hackney Camden Islington Slough Ealing Hounslow City of Tower Westminster Hamlets Hammersmith City and Fulham Kensington Southwark and Chelsea Richmond Lewisham upon Thames Wandsworth Welsh Harp Harlesden Harrow Dudden Hill Legend Ward Boundaries Borough Boundary Dollis Hill Willesden Green Mapesbury Brondesbury Park Kensal Green Queen’s Park Wealdstone Ealing Perivale Greenhill Kenton Wembley Kilburn Sport England’s Market Segmentation Tool The second tool is produced by Sport England which gives an insight into sporting behaviours and the barriers and the motivations for taking part in sport. SE worked with Experian to analyse data on the English population (18+) and produced 19 market segments with distinct sporting behaviours and attitudes. The information provided includes specific sports people tend to take part in, motivation for taking part in sport, barriers to taking part in sport, media influences, consumption, communication channels, social channels, health indicators and engagement in sport, (the data provided by Sport England doesn’t take into consideration people under the age of 18 within the 19 different segments). Sport England have produced specific maps of Brent showing places where the 19 different segments predominantly live. For more detailed information about Sport England’s market segmentation tools look on their website at www.sportengland.org Map 15: Dominant market segmentation map for Brent within the lower super output areas. Kingsbury Brent Willesden Harlesden Hendon Barnet Hammersmith Kensington and Fulham and Chelsea Golders Green Camden City of Westminster
Chapter Four Market Segmentation Jamie The dominant groups in the borough are illustrated clearly on map 15 with large areas being coloured in a light pink which shows the area is dominated by ‘Jamie’ who are classed as ‘Sports Team Drinkers’. These are mainly located in Tokyngton, Alperton, Queensbury, Dudden Hill, Dollis Hill, Willesden Green and other smaller pockets in other areas. Sport England classifies ‘Jamie’ as young men (approximately 20 years of age) who enjoy football, drinking and pool. The sports which Map 16: Sport England market segmentation – Jamie Three Enfield Rivers Barnet Harrow South Bucks Hillingdon Brent Haringey Waltham Forest Hackney Camden Islington Slough Ealing Hounslow City of Tower Westminster Hamlets Hammersmith City and Fulham Kensington Southwark and Chelsea Richmond Lewisham upon Thames Wandsworth Wealdstone Harrow Ealing Perivale Greenhill Kenton Wembley ‘Jamie’ is likely to take part in are football, badminton, basketball, boxing, weight training and martial arts sports. They are very likely to be members of sports clubs and less likely to be members of health and fitness facilities. Their motivation for participation is to be with friends and improving performance. They are more likely to do 30 minutes of physical exercise at least 1-2 times a week. Better sports facilities in areas close to ‘Jamie’ would increase their participation rates in sports. Kingsbury Brent Willesden Harlesden Hendon Barnet Hammersmith Kensington and Fulham and Chelsea Chapter Four - Market Segmentation Golders Green Camden City of Westminster 36
Page 1: Planning for Sport and Active Recre
Page 4 and 5: Foreword from Sport England In June
Page 6 and 7: 1 In early 2007, Sport England appr
Page 8 and 9: 3 of satisfaction, low levels of pr
Page 10 and 11: 5 Cricket Pitches Cricket is a loca
Page 12 and 13: 7 The need for a strategy In 2006,
Page 14 and 15: 9 Contents of the Strategy This rev
Page 16 and 17: 11 Brent is a place of contrasts. I
Page 18 and 19: 100% 90% 80% 70% 60% 50% 40% 30% 20
Page 20 and 21: Map 5: The most and least income de
Page 22 and 23: Map 8: Public Transport Accessibili
Page 24 and 25: 19 Sport England have calculated sm
Page 26 and 27: 21 Brent is in the bottom national
Page 28 and 29: 23 Table 9: 2006 Active People surv
Page 30 and 31: 25 The development of facilities fo
Page 32 and 33: 27 and implemented’ planning poli
Page 34 and 35: 29 • We will develop a programme
Page 36 and 37: • Promoting Wembley as a major vi
Page 38 and 39: 33 There are two marketing tools th
Page 42 and 43: 37 Kev The other dominant group wit
Page 44 and 45: 39 Chloe The map identifies smaller
Page 46 and 47: 41 This chapter describes Sport Eng
Page 48 and 49: 43 Facilities Planning Model Sport
Page 50 and 51: 45 The Council is only one of many
Page 52 and 53: Vale Farm Sports Centre is showing
Page 54 and 55: 49 The locations of the swimming po
Page 56 and 57: 35000 30000 27500 25000 22500 20000
Page 58 and 59: 53 Using this classification Active
Page 60 and 61: 55 Facility Name Postcode Ward Cour
Page 62 and 63: Map 31: Travel time map - sports ha
Page 64 and 65: 59 Sports Halls Run 2 - projected p
Page 66 and 67: 61 Site Name Postcode Ward Stations
Page 68 and 69: 63 Gym Memberships The table below
Page 70 and 71: 65 Table 19: Capacity Ratios - indo
Page 72 and 73: Table 20: Capacity Ratios - indoor
Page 75 and 76: Chapter six Outdoor Sports Faciliti
Page 83 and 84: Four STP’s are available on a pay
Page 91 and 92:
Chapter six Outdoor Sports Faciliti
Page 93 and 94:
Chapter Seven Priorities for Future
Page 95 and 96:
Page 97 and 98:
Page 99 and 100:
Page 101:
Page 104 and 105:
99 half of the expected population
Page 106 and 107:
Local Standards for Outdoor Sports
Page 108 and 109:
Table 43: Summary of Local Standard
Page 110 and 111:
105 Partnerships The delivery of th
Page 112 and 113:
Map 52: Secondary schools in Brent
Page 114 and 115:
sports grounds from development, op
Page 116 and 117:
Graph Map Table Description Page Ma
Page 118 and 119:
Graph Map Table Description Page 11
Page 120:
Produce by Brent Council’s Sports
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Planning for Sport and Active Recreation Facilities ... - Brent Council

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