HomeMy WebLinkAbout10-15-2015 Senior Center CommissionThe
Center
IOWA CITY/JOMNSON COUNTY SENIOR CENTER
Agenda
Thursday Octoberl5, 2015
4 p.m. — 5:30 p.m.
Room Assembly Room
Time
4-4:10 p.m.
1.
Introductions—Honohan
2.
Minutes (July 16, 2015)
3.
Public Discussion
4.
Commission Assignments—Honohan
✓ Commission Visits
Board of Supervisors—????
Call in advance to be placed on the agenda
1. Thursday, October 22 and 29 and November 5 at 9 a.m.
City Council—????
All meeting dates are tentative and should be checked prior to attending
1. Tuesday, October 20 and Tuesday, November 10 at 7 p.m.--????
4:10-4:25 p.m.
S.
Board and Commission Diversity Training —Stefanie Bowers, Iowa City Human Rights
Coordinator—Kopping
4:25-4:40 p.m.
6.
Review, Discussion, and Acceptance of Marketing and Fundraising Environmental
Study Report submitted by M. Linda Wastyn, Ph.D: -Honohan
4:40-5:00 p.m.
7.
Review, Discussion and Acceptance of Committee A Report on Fee Increases—
Honohan
5:00-5:10 p.m.
8.
Iowa City Parks and Recreation Department Alcohol Policy—Honohan
5:10-5:25 p.m.
9.
Operational Overview—Kopping
✓ Strategic Marketing Plan Progress
✓ Future Use of Kitchen/Lobby/AR Update
5:25 — 5:30 p.m.
10. Commission Discussion—Honohan
✓ Board of Supervisors Report
✓ City Council Report
Meeting Packets:
1. Agenda: Thursday October 15, 2015
2. Minutes: Senior Center Commission,
Thursday July 16, 2015
3. Marketing and Fundraising Environmental
Study Report, Wastyn
4. Staff Reports
5. Recommendations Involving the Senior
Center Fee Structure and Cost Recovery
Goal for the Operational Budget,
Committee A
Preliminary Minutes
July 16, 2015
MINUTES
SENIOR CENTER COMMISSION
July 16, 2015
ROOM 208, IOWA CITY/JOHNSON COUNTY SENIOR CENTER
Members Present: Jay Honohan, Chuck Felling, Margaret Reese, Jack Hobbs,
Cheryl Clamon, Mark Holbrook, Kathy Mitchell
Members Absent: None
Staff Present: Linda Kopping, Kristin Kromray, Mike Moran, Johanny Sotillo
Others Present: None
RECOMMENDATIONS TO COUNCIL:
None.
CALL TO ORDER:
The meeting was called to order by Honohan at 4:00 PM.
APPROVAL OF MINUTES FROM June 11, 2015 MEETING:
Motion: To accept the minutes from the June 11, 2015 meeting. Motion
carried on a vote of 7/0. Reese/Felling.
PUBLIC DISCUSSION OF ITEMS NOT ON THE AGENDA:
None.
COMMISSION ASSIGNMENTS:
Honohan will attend a city council meeting on the July 27th. Kopping will attend a
board of supervisors meeting.
IOWA CITY PARKS AND RECREATION DEPARTMENT RENTAL CONTRACT
AND ALCHOL POLICY:
Mike Moran reported on how the contract with Avacentre had originated and how
well it was working for the Parks and Recreation department. The contract covers
the lodge at Terry Trueblood, Ned Ashton house, Riverside Theatre and the East
1
Preliminary Minutes
July 16, 2015
Side Recycling Center. Moran detailed that there were 3 proposals for the RFP
for this contract, two of which were hotels. They decided to go with the
Avacentre, who would not limit what caterers could be used in the rental spaces.
The Parks and Recreation department pays Avacentre $5500 a month to
manage all locations. They handle all aspects of the rentals including booking,
marketing, set up, tear down, cleaning (if desired by the renter) and staffing each
rental.
Renters can bring in their own food or work with any catering company they
choose. There is a non-commercial kitchen that can be used as a "warm up
kitchen". Renters can also have beer and wine (no kegs or liquor) with a higher
deposit. If the event is not catered the renter can obtain the insurance needed for
a onetime event if they are serving alcohol.
Moran reported that the contract is 3 years in length. He stated that they have
been very happy with the contract and working with the Avacentre has been very
successful.
Kopping asked how much extra is was to add on the Iowa City Recycling Center
as it might give an indication as to how much it would be to add a space like the
assembly room onto the contract. Moran said it cost $500 per month for them to
add the recycling center.
Kopping inquired if they ever had to keep a deposit. Moran said that yes, they
have had to keep deposits due to not cleaning the space and damage and
staying over the allotted time. If the cost goes over the deposit amount it is billed
to the renter.
Moran noted that the parks and recreation department still takes reservations for
their other facilities (park shelters, gyms and meeting rooms). Buhman asked
what takes precedent, a rental request or ongoing programming. Moran said that
ongoing programming takes priority.
The commission discussed various concerns over making the assembly room
and kitchen a more rentable space. Kopping noted that Committee A will be
discussing some of these aspects soon.
Hobbs suggested that Kopping ask the Avacentre to come down and look at the
space to see what needs to be done to make it a desirable space to be rented
and how much it would cost for the Senior Center to be added on to the contract
with the parks and recreation locations.
Motion: Invite the Avacentre to evaluate the Assembly Room to see if they
think it would be a rentable space and if any renovations would be needed.
Motion carried on a vote of 7/0. Felling/Hobbs.
2
Preliminary Minutes
July 16, 2015
OPERATIONAL OVERVIEW:
COMMITTEE A:
Kopping reported that Committee A met and reviewed the cost recovery pyramid
and agreed on proposing a cost recovery of 35%. Kopping noted that she was
unsure the city council would be amenable to this and asked them to compile a
list why this was their recommendation. Kopping noted that the commission will
receive all recommendations when Committee A is finished meeting.
Kopping noted that Committee A had also discussed membership fees in detail
and were going to recommend that there only be two levels of membership fees.
They are recommending Iowa City residents memberships be raised to $40 (plus
$25 additional family members) and for non -Iowa City residents $75 (plus $45 for
additional family members) with no change to the low income scholarship. They
were concerned with setting a membership fee too high and being priced out of
the market. Honohan asked if there had been discussion about not having an
additional price for a family member and just having each person pay the same
amount. Claymon stated that they had but there was concern that many
additional family members would not renew if the cost went up considerably.
STRATEGIC PLAN PROGRESS:
Kopping reported that the survey that Linda Wastyn put together has been
emailed and will be mailed within a few days.
OTHER ITEMS:
Kopping also reported that the mayor was asked to go to the White House
Conference on Aging this week.
Kopping reported that the Senior Center was asked to be featured in the journal
International Council on Active Aging.
Buhman reported that the programming committee has been discussing how
some of our programs do not conform within the program guide time frame.
Currently our policy is that a member must have a membership for the duration of
a class. If a membership expires outside of the program guide time frame then
they are not surprised by needing to renew their membership very early.
Buhman said after discussion with staff that it has been recommended changing
the seasons of the program guide so that there are three program guides a year
that are four months long.
Preliminary Minutes
July 16, 2015
Buhman noted there will be a speed dating program Saturday the 18th at
Devotay. This is the first time the Senior Center has held a program like this and
that it is a tie in program to the film "The Age of Love" that was shown at the
Senior Center.
COMMISSION DISCUSSION:
Holbrook noted that the Visibility Action Team had sponsored a LGBT prom at
the Senior Center during pride festival which had a great turn out.
The next commission meeting will be held on August 20th.
ADJOURNMENT:
Motion: To Adjourn. Motion carried on a vote of 7/0. Mitchell/Hobbs.
4
Preliminary Minutes
July 16, 2015
Senior Center Commission
Attendance Record
Year2015
Name
Term Expires
7/17
10/23
11/20
12/18
1/22/15
2/13/15
2/19
3/19/15
4/16
5/21
6/11
7/16
Cheryll Clamon
12/31/18
--
--
--
--
X
O/E
X
O/E
NM
X
X
X
Chuck Felling
12/31/15
X
X
X
NM
X
X
X
X
NM
X
X
X
Rose Hanson
12/31/14
X
X
X
NM
Jack Hobbs
12/31/16
X
X
X
NM
O/E
X
X
X
NM
X
X
X
Mark Holbrook
12/31/18
X
X
X
NM
X
X
X
O/E
NM
X
X
X
Jay Honohan
12/31/16
X
X
X
NM
X
X
X
X
NM
X
X
X
Kathy Mitchell
12/31/15
X
X
X
NM
X
X
X
X
NM
X
O/E
X
Margaret Reese
12/31/15
X
X
X
NM
X
O/E
X
X
NM
X
X
X
Key: X = Present
O = Absent
O/E = Absent/Excused
NM = No meeting
-- = Not a member
The�I
Center iwvx enrNoxxaox co— sExiox eexrzx Marketing and Fundraising Environmental Study Report
September 8, 2015
M. Linda Wastyn, Ph.D.
President, Wastyn & Associates
Background and Executive Summary
In February 2014, the Iowa City City Council appointed an Ad Hoc Senior Services Committee to evaluate
the current vision, mission and programming of The Center with input from center staff and members of
the public as well as a review of existing reports and related documents concerning The Center. This Ad
Hoc Committee's appointment came from the city's concerns about declining city revenue as a result
property tax reform and a trend of declining federal assistance. Rather than find themselves in a
situation where the city cannot fund The Center or have to make difficult funding decisions, they
proactively sought input on ways to help The Center succeed in this new fiscal reality.
As a result of this evaluation, the city asked The Center to develop and implement a plan to increase the
percentage of revenue it generates. Currently the city provides approximately 75% of The Center's
$900,000 operating budget with Center revenue (membership fees, rentals, and raised income)
comprising the balance. Contributed revenue comes from the earnings from an endowed fund held by
the Community Foundation of Johnson County of approximately $700,000 that generates $30,000 in
revenue annually and in philanthropy contributions that vary each year with the largest annual amount
totaling $37,000.
To achieve this goal, The Center identified two main avenues for meeting this revenue target: increased
memberships and increased philanthropy support. Toward that end, they hired Wastyn & Associates to
(1) conduct a study of its members to gauge their interest in contributing toward The Center beyond
their membership; and (2) identify areas of pride for members that could provide the foundation for a
future marketing plan. This report provides the data to support each of these goals. Wastyn &
Associates will use these data to develop and help The Center implement a strategic fundraising plan
beginning this fall.
This study progressed through two separate stages to collect the data reported here. First, a series of
eight focus groups conducted at the end of May 2015 engaged 73 individuals with different relationships
with The Center that ranged from highly engaged (donors, volunteers, leadership) to disengaged (former
members, non-members). Focus groups asked open-ended questions designed to learn about
participants' perceptions of The Center's strengths and areas for improvement. Afollow-up survey —
distributed via email (Survey Monkey), The Center's website, and hard copies mailed to individual's
homes and left at The Center — sought to confirm the focus groups' findings from a larger audience.
With 1,121 survey respondents, great confidence exists in the reliability of the survey data.
The typical survey respondent has the following characteristics: female (74.5%), white (96.6%), retired
(71.8%), with a graduate or professional degree (47.2%), married or partnered (56.4%), 65-74 years old
(44.2%), living with one other person (54.5%) in Iowa City (75.3%), and with an annual household
income between $50,000 and $74,999 annually (22.7%). Most (63.1%) are current Center members and
] I N 1 September 8, 2015
&ASSOCIATES
have been from 1 to 5 years (48.2%). They drive themselves (76.1%) from 1 to 5 miles (73.5%) to reach
The Center.
Together, these two methods gathered data to answer three major questions: (1) How can The Center
better market itself to attract more members? (2) Can The Center raise membership fees without having
a deleterious effect on membership numbers and, if so, by how much? (3) Does support exist for
members (and others) to make philanthropic contributions to The Center in addition to their
membership fees? If so, what kinds of arguments will resonate with them as part of a case for support?
These results indicate that most people initially learned of The Center through a personal contact or visit
with a friend and rely on word of mouth as the second most common source of information about local
events (after the Iowa City Press Citizen), pointing to the need for marketing strategies to harness the
power of personal connections. Overall, results and focus group comments point to a very committed
constituent who highly value The Center and its programs. The members become the best ambassadors
for The Center as this finding supports. Some focus group participants made suggestions along these
lines, such as a "bring a friend for free" promotion as a way to introduce others to The Center.
Even more than word of mouth, most respondents learned of current events in the Iowa City Press
Citizen which becomes another important avenue for marketing. They mostly learn about The Center's
events in the program guide either mailed to their home or left in a public place. While many mentioned
the complicated nature of the information in the program guide, they still relied on it to know what
programs The Center offered.
One-time courses most often drew individuals to become members of The Center followed by exercise
classes and equipment and one-time lectures. Interestingly, lectures ranked higher in importance than
exercise classes and equipment but fell to the bottom of the reasons when forced to choose the one
thing convinced them to become a member. While they likely enjoy the lectures (and some in the focus
groups indicated they prefer lectures to classes because of the more limited time commitment), they
could attend a lecture without becoming a member. The longer time commitment encouraged the
membership.
When asked how The Center made them feel or changed their lives, "staying active" and "mental and
intellectual stimulation" topped the list with the latter as the most important single reason they joined.
Those who do not join The Center or drop their membership find themselves too busy to add another
activity into their busy schedule. Parking issues ranked as the second (through fourth) most chosen
reason for not joining or renewing their membership, although when forced to choose the single most
important reason for not joining, parking fell to near the bottom.
The words that rose to the top of the list as accurate descriptors of The Center included "educational,"
"quality," "open to all seniors," "safe," "active," "clean," "helpful," and "seniors helping seniors." When
we look at the importance people ascribe to these same words, we see a different order but general
agreement that those at the top of the list belong at the top of the list and those at the bottom of the
list belong at the bottom of the list. "Open to all seniors" topped the list followed by "safe,"
"welcoming," "helpful," "friendly," "quality," "simulating," "educational," "clean" and "active."
No statistically -significant differences emerged based on membership status (members, former
members, and non-members), age, income, education, or place of residence on any of these findings.
WSSS0 pCIA T 2 September 8, 2015
All respondents overwhelmingly believe that they received more or much more value for their
membership than they pay. More than 60% indicate a willingness to spend between $5 and $20 more
per person per year for their membership followed by a large number willing to invest between $21 and
$40 more per person per year for their membership. Given the structure of this questions and the
nature of this type of question, likely The Center could increase annual membership by approximately
$30/person without a negative impact on the number of members. Interestingly, no difference emerged
on the willingness to pay more for memberships based on respondents' income level.
The other avenue for revenue comes in philanthropy support. An overwhelming 63%of members who
responded to this question indicated a willingness to make a gift in support of The Center. Most would
make a gift to whatever The Center identifies as its greatest need. Allowing The Center to continue its
good work and providing this services for future generations topped the list of reasons they would make
a gift. Self -reported income indicates that a number of respondents have sufficient revenue to make a
major gift to The Center. Equally important, nearly 100 individuals said they would join a development
committee and volunteer to help The Center staff raise this money. People who reported lower incomes
indicated a slightly higher willingness to volunteer than those with higher incomes, perhaps wanting to
make a difference at The Center in the way they best could.
Study Process
This study proceeded through two steps. The first conducted eight focus groups that attracted 73
individuals and asked open-ended questions designed to gather broad opinions regarding The Center's
strengths and weaknesses. A copy of the focus group questions appears in Appendix A. Held the last two
weeks of May, Table 1 outlines the groups included in each focus group and the number of attendees at
each.
Constituent Group
N
Members
8
Volunteers
14
Volunteer leaders
10
Service organizations
6
Staff
7
Lapsed/prospective members
7
Government officials
6
Donors
15
At the conclusion of the audio -recorded and transcribed focus groups— led by Linda Wastyn of Wastyn
& Associates, survey tested the assumptions and ideas generated by the focus group participants with a
larger audience. The survey contained 32 closed -ended questions that asked respondents their
perceptions of The Center, how they learned about The Center, how they get information in general,
and their willingness to both pay more for their membership and make a philanthropic contribution to
The Center in addition to their membership. A copy of the survey appears in Appendix B. Question logic
imbedded into the on-line versions (website and email) allowed respondents to skip questions that did
not pertain to them based on previous answers. Hardcopies of the surveys did not have this option.
Survey distribution occurred three ways: an email directly to all individuals for whom The Center had a
valid email address (using Survey Monkey), a link on The Center's website and Facebook page, and a
Lr►�!1&/A�W S p 3 September 8, 2015
"S Sj0 CI A T E S
hardcopy mailed to members and nonmembers in The Center's service area. All totaled, respondents
returned 1,121 valid surveys through the following channels:
Survey Vehicle
N
Email (Survey Monkey)
738
Website
135
Hard copy
249
We could not use a handful of returned hardcopy surveys due to incomplete data (missing
demographics). Even with those excluded, the strong response rate signals very strong confidence in the
data, results, and conclusions drawn. For example, through Survey Monkey, we sent 1,832 invitations to
respond to the survey (with three follow-up reminders). Of these, 150 bounced for a total of 1,682
individuals who could potentially receive the email. Of these, 1,191 (71%) opened the email and 738
(44%) completed the survey, an unheard of responses rate! For this type of survey, organizations
consider a response rate of 5-10%a success.
The survey provided an opportunity for individuals to enter a drawing for one of two gift certificates in
appreciation for their time. Just less than half (N=594) included their name for consideration of these
gifts.
The pages that follow provide the major findings from this survey —supplemented with insights learned
from the focus groups — as they inform the three major questions it sought to answer:
(1) How can The Center better market itself to attract more members?
(2) Can The Center raise membership fees without having a deleterious effect on membership
numbers and, if so, by how much?
(3) Does support exist for members (and others) to make philanthropic contributions to The
Center in addition to their membership fees? If so, what kinds of arguments will resonate with
them as part of a case for support?
Demographics of Respondent
Of the 1,121 survey respondents, three out of four identified themselves as female (N=832) with 283
men and 2 transgender individuals. The majority (56.4%) identified themselves as married or partnered
followed by divorced (18.5%), widowed (14.6%) or single/never married (10.5%). This mirrored the
question that asked how many individuals reside in their household: 55% lived with one other member,
37.1% lived alone with the balance living with 3 or more individuals.
] I N 4 September 8, 2015
&ASSOCIATES
Individuals 50 years of age or older qualify for membership at The Center, although some younger
individuals participate in some of their programs or outreach activities. The age of respondents mirrored
almost perfectly a bell curve with the majority (44.2%) between the ages of 65 and 75 years old followed
by those 75-84 years old (22.9%) and those 50-64 years old (21.1%).
50
45
40
35
30
25 —
20 —
15 —
10
0
Age of Respondent (%)
Youngerthan 50-64yeam 65-74 yea 75-84yeam Olderthan 85
50 old old old
Consistent with the age of respondents, 71.8% reported their employment status as retired, followed by
14.3%who work full-time, and 9.7%who work part-time. Of the rest, 2.6%indicated that they could not
work, 2.5%as unemployed and not looking for work and 0.9%as unemployed and looking for work.
1.9% checked "other"; their comments indicate that many own small businesses or other self-
employment situation, freelance, have a disability, have multiple part-time jobs, consult or volunteer
extensively.
The majority of respondents come from Iowa City (75.3%) followed by Coralville (8.2%), unincorporated
areas within Johnson County (6.5%), other Johnson County cities and towns (3.9%), outside of Johnson
County (4.4%) and North Liberty (1.9%).
An overwhelming number of respondents identified themselves as White (96.6%) followed by Black or
African American (1.2%). This over represents the number of White residents in Iowa City:
Race
Survey Respondents
Iowa City (2010)*
White
96.6%
82.5%
Black or African -American
1.2%
5.8%
Asian
0.9%
6.9%
Hispanic/Latino
0.7%
5.3%
Native American or Alaskan Native
0.6%
0.2%
Native Hawaiian or Pacific Islander
0.2%
<.05%
Other
1%
2.5%
*Source: US Census Bureau
] I. N 5 September 8, 2015
&ASSOCIATES
Focus group participants lamented a lack of diversity at The Center, these results either confirm that
observation or point to an under -representation of non-White Center members and Iowa City residents
who completed the survey. Either way, the resultant data over -represents the view of White individuals
rather than minorities. Opinions of other racial and ethnic groups will require additional, focused
research. Results later in the survey also suggest that The Center could improve its diversity.
Focus group members also mentioned lack of educational diversity with, they perceive, an
overabundance of highly educated members. The survey respondents followed suit with 47.2% having
earned a graduate or professional degree, followed by 28.7%who earned a bachelor's degree. Only
7.3% earned a high school degree or less. This sample over -represents the number of college educated
residents in Iowa City that totaled 58.0%in 2013 (Source: US Census Bureau).
Not surprisingly, the majority of respondents identified themselves as a current Center member (63.1%)
followed by "never been a member' (17.2%) and former member (15.4%).
Current Center member
63.1%
"I have never been a member of The Center"
17.2%
Former Center member
15.4%
Center volunteer
11.6%
Donor to The Center
9.9%
Member of The Center Commission
2.2%
Staff
1.1 %
The ability to choose multiple categories makes these numbers non -additive. Interestingly, no
statistically -significant differences emerged on the opinions expressed in response to the rest of the
survey questions based on the respondents' relationship to The Center.
Of the Center members, the length of time they have been a member represents a skewed bell -curve
with nearly half (48.2%) a member for 1-5 years, followed by 6-10 years (20.0%).
rn
50
40
30
20
10
Years of Membership (%)
Less than 1year 1-5 years 6-10 years
More than 10 years
�//��N 6 September 8, 2015
Lr►�!1&/ASS Sj0 CLLL I TTTA T E S
The same shape appears for distance traveled to reach The Center with most members (73.5%) traveling
from 1 to 5 miles.
90
70
60
so
40
30
20
10
Distance traveled to The Center (%)
Lessthan 1 mile 1-5 miles 5-10miles More than 10 miles
The vast majority (76.1%) drive themselves, followed by 12.4% who walk or bike, 4.7% have someone
else drive them, 4.3%take a fixed bus system and 1.5%rely on SEATS. Focus group participants and the
Ad Hoc Senior Services Committee identified transportation issues as a potential barrier for many who
might choose to attend The Center. These data suggest that members overwhelmingly rely on
themselves to drive, walk, or bike to The Center. Whether the significant drop in the number who rely
on others (private or public transportation) confirms that such a barrier exists or that members stop
coming to The Center when their physical and mental condition reach a point where they can no longer
drive requires additional study and analysis. That is, does needing public transportation becomes a
symptom of a larger issue that keeps individuals from using The Center rather than a barrier itself?
Marketing Findings
A significant theme emerged in the focus groups that many in the community do not know about The
Center or have misperceptions about what it offers. This confirmed an operating assumption of the
study that stronger marketing efforts could inform more people about The Center, dispel any
misperceptions that exist, and serve as an important vehicle for increasing membership.
The survey asked specific questions about marketing avenues and marketing messages.
Avenues for Marketing: The ways in which individuals learn about The Center asked two separate
questions:
• How did they first learn of The Center (to become members)?
• How do they prefer to learn about Center activities once they became members?
Because of the nature of the question, only members had access to these questions in the online survey.
Six hundred forty-two members answered the first question (how they first learned about The Center);
727 answered the question about how they prefer to learn about program offerings.
Lr►�!1&/W S P 7 September 8, 2015
ASS Sj0 Ct A T E S
The majority of individuals (54.4%) first learned of The Center when a friend or personal contact
suggested they check it out. This confirms some of the comments made at the focus groups that
proposed that a "bring a friend" events might encourage new members to join. The other ways tested
paled in comparison:
60
50
40
30
20
—
10
Personal Program
Program
Newspaper
Attended Website Televisionad Center TV
Contact guide mailed
guide in
article
program program
to my home
public place
sponsored by
another
organization
No one chose "radio show," "Facebook," or "YouTube channel" as the way they first learned of The
Center and only one person chose "this survey." One hundred and three individuals wrote comments,
most of which reflect one of the choices noted above. Others noted that they have walked by The
Center, they or someone they know lived in Ecumenical Towers, through the band or other special
interest group, don't remember, or "have always known about it." A complete list of the open-ended
responses appears in Appendix C.
For continued information about The Center's program offerings, the majority (63.8%) prefer printed
materials mailed to their home followed by emails (14.7%), printed materials picked up at The Center or
elsewhere (14.4%), and The Center or city website (4.7%). Other options (web calendars on various
sites), social media and text messages) received 1%or less of the responses. Taken together, more than
three -fourths of the members rely on the program guide to learn of ongoing Center programs. Although
not prompted, the program guide generated a lot of discussion in some of the focus groups. Those who
knew of it described it as overwhelming, confusing, and generally a lot of work to digest unless they
sought something specific (e.g., "Is yoga still taught on Tuesday at 10 AM?"). While they commended
The Center on assimilating such diverse and comprehensive offerings into a concise guide, they would
prefer something a little more "user friendly." Weekly or monthly calendars or lists of offerings by date
emerged as two recommendations that resonated with the rest of that focus group.
Finally, we asked respondents which of the following sources they consult frequently as sources of
information about local events and programs of interest. Because they could choose more than one
option, percentages do not add up to 100. More than two-thirds rely on the Iowa City Press -Citizen
Lr►�!1&/W S p 8 September 8, 2015
ASS Sj0 Ct A T E S
(67.8%) followed by word of mouth (59.9%), and promotional materials received at home (48.4%). At
the other end of the spectrum, fewer than one in five rely on commercial radio (8.3%), the Daily Iowan
(15.9%), TV advertisements (17.5%) or social media (19.2%).
80
70
60
50
40
30
20
10
�a 5
ok °� \op o'ooOa
Qia ota Qua
F a Q
S� Qio Q otc \oy� G°ca
Forty-seven people added comments on this questions which appear in Appendix D. Afew mentioned
Little Village Magazine; others listed different internet-based news sources.
Marketing Messages: The survey asked members to rank, on a four -point Likert scale, eleven possible
reasons for joining The Center. On this question —and all of the rating questions in the survey — each
answer receives a weight from one to four with 1= not important at all and 4 = very important. All had
an option of "N/A or No opinion" which did not compute in the final analysis. For all of these questions,
the higher the number, the more highly the respondents rated it.
On this first questions, "Courses (multiple -session programs)" received the highest rating at 3.34
indicating that people find this "important' to "very important," closely followed by "lectures (one-time
programs)" at 3.01, exercise classes at 2.95, and exercise/fitness equipment at 2.91. Recall that a rating
of 4.0 would indicate unanimous support that the item was "very important' to their decision to join
The Center. This confirms the comments made at the focus groups.
] I. N 9 September 8, 2015
&ASSOCIATES
Answer Options
Rating
Average
Courses multiple -session programs)
3.34
Lectures one-time programs)
3.01
Exercise classes
2.95
Exercise/fitness equipment
2.91
Services e. .,tax preparation, Medicare counseling)
2.73
Performance groups music,theatre,dance
2.73
Assistance withlechnology
2.71
The Centers Accreditation
2.62
Volunteer programs (e.g., quilters,CenterTelevision,
2.50
Special interestgroups (e.g., cards,games)
2.40
Meal program
1.96
The next question sought to confirm these data and force a single choice by asking what single factor
encouraged them to join. Again, the courses or multi -session programs emerged as the clear winner
with 39.8%of the respondents choosing this option. Interestingly, while members rate the lectures as an
important reason theyjoined, when forced to choose only one, it falls near the bottom with only 3.2%
saying lectures were the primary reason they joined The Center. This points to multifaceted decision -
making and the ability to have a variety of activities as a motivation for joining, again, a theme that
emerged in the focus groups.
Courses (multi -session programs)
39.8%
Exercise/fitness equipment
16.2%
Exercise classes
13.3%
Performance groups (music, theatre, dance)
10.7%
Services (e.g., tax preparation, Medicare counseling)
5.9%
Special interest groups (e.g., cards, games)
3.3%
Lectures (one-time programs)
3.2%
Volunteer programs (e.g., quilters, Center TV)
2.6%
Assistance with technology
2.6%
The Center's accreditation
0.9%
Forty-seven people added a comment on this question, most of which reiterate a previous selection, fit
better with the next question, or lament having to choose only one. Those appear in Appendix E.
In addition to the activities that The Center offers, many focus group participants described joining
because of the way belonging to The Center and participating in its activities made them feel. The next
question tested those feeling, giving members eleven to rate on a 4-point Likert scale where the higher
the number means they rated it as more important in their decision to join The Center. Of the 701
people who answered this question, the ability to stay active receive the highest support at 3.39
followed closely by mental and intellectual stimulation at 3.36.
] I N 10 September 8, 2015
&ASSOCIATES
Answer Options
Rating
Average
Stay active
3.39
Mental/intellectual stimulation
3.36
Location
3.15
Social interaction
3.12
Convenience
3.05
Price
2.99
To meetnew people
2.97
To feel valued; have a sense of purpose or belonging
2.89
Building
2.85
Volunteer/contribute to the community
2.62
Opportunity to teach others
2.34
When forced to choose only one of these, mental and intellectual stimulation came out on top with
41.4% of members choosing it followed by staying active by 28.9% of the 654 people who answered this
question. Social interaction received the next highest selection by 12.8%. The balance had 3.5% (N=23)
or fewer people select it. Forty-eight people made a comment on this question, many of which more
appropriately describe activities rather than feelings as a reason why they joined (e.g., New Horizon's
Band, Medicare counseling, computer class), the inability to choose between them, or because a spouse
wanted to join. All of these responses appear in Appendix F.
The survey asked a parallel set of questions for nonmembers and lapsed members to understand what
prevents them from joining The Center or kept them from re -joining once their membership expired.
Using the same 4-point Likert scale, "too busy to add another activity" emerged as the main reason for
the 294 individuals who responded to this question, although with a total score of 2.74 that ranks lower
than "important" which would total 3.0. The next set of reasons all revolve around parking issues,
important for the majority of individuals who drive themselves to The Center. This also confirms the
conversations at the focus groups in which individuals talked about how many activities they have
become involved in after retirement and that they do not find time to add another obligation. Some
focus group participants took this idea a step further and indicated that they prefer the programs that
meet only once or a limited number of times because they do not want to have to answer to a schedule,
even one they create themselves.
] I N 11 September 8, 2015
&ASSOCIATES
Answer Options
Rating
Av®reg®
Too busy to add another activity
2.74
Paying for parking
2.50
Trouble finding parking
2A3
Don't like the parking ramp
2.26
Location notconvenient
2.22
Does not offer programsthatinterestme
2.16
Notforme
2.14
I don't know what The Centeroffers
2.05
Programs of interestare full
2.02
Not open when I wantto use it
2.01
Notwelcoming
2.00
Cost is too high
1.99
Not enough handicapped parking spots
1.94
No swimming pool
1.92
Si na einthe parking ramp
1.90
Idon't considerm selfasenior
1.90
Not physically accessible
1.79
Iamnot eligible formembershi lam not et50 years old
1.71
I need more helpwithactivities ofdaily living Man staff can provide
1A7
We also forced respondents to choose the single factor that most significantly impacted their decision
not to join The Center or not to renew their membership. "Too busy to add another activity" again
emerged at the top reason, chosen by 33.33% of the 291 individuals who answered this question.
"Location not convenient" ranked a distant second with only 8.9%of individuals choosing this option.
Interestingly, only 3.4% (N=10) noted that The Center's hours did not fit their schedule (e.g., "not open
when I want to use it"), contradicting a conversation at the focus groups that the paucity of evening and
weekend hours might hurt membership. Similarly, only 3.8%indicated that paying for parking prevented
them from joining, followed by "don't like the parking ramp" at 2.8%and "trouble finding parking" at
2.1%. Tied at 3.8%with "paying for parking," eleven people found The Center "not welcoming" or do not
consider themselves a senior.
The last set of questions that shed light on marketing messages asked people to use the same 4-point
Likert Scale to rate how well a list of 26 words describe The Center followed by rating how important
they felt each of those 26 words were when describing the ideal center. We review these data in two
ways. First, we look at the raw scores to see which words they feel best describe and should describe
The Center. Second, we look for discrepancies. That is, do some words describe the ideal but not the
current center? These become areas where brand messages may not conform to reality.
Consistent with the reasons people join The Center, "educational" emerged as the top word with a
strong rating of 3.47 followed very closely by "quality" (3.43), "open to all seniors" (3.42), "safe" (3.41),
"active" and "clean" (3.40 each), and "helpful" and "seniors helping seniors" (3.38 each). The three
more words with more negative connotations: "old" (2.40), "elitist" (1.87) and "stuffy" (1.83) — all words
heard in the focus groups —fell to the bottom of the list but, perhaps, higher than desirable.
] I N 12 September 8, 2015
&ASSOCIATES
Answer Options
Rating
Average
Educational
3.47
Quality
3.43
Open to all seniors
3.42
Safe
3.41
Active
3.40
Clean
3.40
Helpful
3.38
"Seniors helping seniors"
3.38
Stimulating
3.35
Friendly
3.34
Something foreveryone
3.32
Social
3.30
Community
3.29
Fun
3.25
Welcoming
3.24
Caring
3.22
Engaging
3.19
Camaraderie
3.16
Inclusive
3.15
Vibrant
3.06
Diverse
3.05
Homey
2.91
Multigenerational
2.76
Old
2.40
Elitist
1.87
Stuffy
1.83
When we look at the importance people ascribe to these same words, we see a different order but
general agreement that those at the top of the list belong at the top of the list and those at the bottom
of the list belong at the bottom of the list. "Open to all seniors" topped the list at 3.62 followed by
"safe" at 3.60; "welcoming" (3.57); "helpful' (3.54); "friendly" (3.53); "quality" (3.51); and "simulating,"
"educational," and "clean" at 3.50; and "active" at 3.49. Interestingly, the words that rose to the top of
this list describe the way The Center makes individuals feel, with the more tangible "educational' falling
to a tie for 71h (though still very important to them).
] I N 13 September 8, 2015
&ASSOCIATES
Answer Options
Rating
Average
Open to all seniors
3.62
Safe
3.60
Welcoming
3.57
Helpful
3.54
Friendly
3.53
Quality
3.51
Stimulating
3.50
Educational
3.50
Clean
3.50
Active
3.49
Caring
3.46
Community
3.46
Inclusive
3.43
Something foreveryone
3.42
Social
3.41
Diverse
3.39
Engaging
3.38
Fun
3.38
"Seniors helping seniors"
3.36
Vibrant
3.31
Camaraderie
3.27
Multigenerational
2.95
Homey
2.87
Old
1.77
Elitist
1.53
Stuffy
1.52
When we look at the differences between the perceived importance of each word and their ratings in
terms of quality, we find that respondents see the largest gaps in terms of "diverse" (0.34), "welcoming"
(0.33) and "inclusive" (0.28). "Vibrant' and "caring" come next at 0.25 and 0.24, respectively, not large
differences but enough to cause pause when developing the marketing messages. These data also
confirm earlier findings and focus group discussions that suggested not everyone felt welcomed at The
Center.
At the other end of the scale, participants felt that The Center exhibits qualities of stuffiness (-0.31),
elitism (-0.34) and old (-0.63) more than desired. The data does not differentiate between the age of the
building and the age of the participants; both emerged in the focus groups as topics of discussion. Some
loved the old, historic building; others lamented the limitations that such an old building has for
programming, especially on the flexibility (or lack thereof) of the space. Similarly, some felt that other
people perceived The Center as a place for "old people" to sit around and "wait to die" (my words, not
theirs). Focus group participants did not see it that way at all.
] I N 14 September 8, 2015
&ASSOCIATES
Answer Options
Importance
Quality
Difference
Diverse
3.39
3.05
0.34
Welcoming
3.57
3.24
0.33
Inclusive
3A3
3.15
0.28
Vibrant
3.31
3.06
0.25
Caring
3.46
3.22
0.24
Open to all seniors
3.62
3A2
0.20
Multigenerational
2.95
2.76
0.19
Engaging
3.38
3.19
0.19
Friendly
3.53
3.34
0.19
Safe
3.60
3A1
0.19
Community
3.46
3.29
0.17
Helpful
3.54
3.38
0.16
Stimulating
3.50
3.35
0.15
Fun
3.38
3.25
0.13
Social
3.41
3.30
0.11
Camaraderie
3.27
3.16
0.11
Clean
3.50
3.40
0.10
Something for everyone
3.42
3.32
0.10
Active
3.49
3.40
0.09
Quality
3.51
3.43
0.08
Educational
3.50
3A7
0.03
"Seniors helping seniors"
3.36
3.38
-0.02
Homey
2.87
2.91
-0.04
Stuffy
1.52
1.83
-0.31
Elitist
1.53
1 1.87
-0.34
Old
1.77
1 2.40
-0.63
No statistically -significant differences emerged for any of these findings based on membership status
(members, former members, and non-members), age, income, education, or place of residence. All had
similar perceptions of The Center.
Membership Fees Findings
Raising fees emerged in focus groups as a way to raise more money for The Center. Many commented
that current membership fees paled in comparison to what they would pay for a health club
membership or to participate in a single class at the University's Senior College or another venue.
Obviously raising the cost of membership becomes an "easy" and predicable source of increased
revenue if it does not cause members to flee.
The survey tested that premise in two ways. First, the survey asked the value members perceive from
their membership with five options: "worth much more than I pay," "worth more than I pay," "worth
what I pay," "worth less than I pay," and "worth much less than I pay." More than half (52.6%) felt that
membership was worth much more than they pay, followed by worth what they pay (26.9%). Only 3.3%
] I N 15 September 8, 2015
&ASSOCIATES
felt they got less than they deserved based on what they pay for their membership, a good sign for the
positive perceptions of the members and their willingness to absorb a price increase.
Response
%
The Center membership is worth much more than I pay
52.6%
The Center membership is worth what I pay
17.3%
The Center membership is worth what I pay
26.9%
The Center membership is worth less than I pay
2.4%
The Center membership is worth much less than I pay
0.9%
The next question asked them to "put their money where their mouth is;" specifically, if they would pay
more for their membership and, if so, how much? Nearly nine out of ten (86.8%) would pay more for
their membership if asked. The amounts varied with the majority (60.9%) willing to pay $5-20 more per
person per year.
Response
%
I would pay $5-$20 more per person/year for my membership
60.9%
1 would pay $21-$40 more per person/year for my membership
15.1%
1 would pay $41-$60 more per person/year for my membership
6.3%
1 would pay more than $60 more per person/year for my membership
4.6%
1 would not pay any more for my membership
13.2%
These data bode well for a possible membership fee increase. I suggest that The Center's price elasticity
lies probably closer to the $21-$40 level than the lower level for two reasons. First, people tend to
choose the lower dollar amount that falls within their comfort zone, fearful of too high a jump. Given
the overwhelmingly positive feelings for The Center expressed throughout this survey and in the focus
groups, the "true" answer probably lies closer to $30 than $5. Second, the order of the answers —from
lowest dollar amount to largest — suggests that people may have chosen the first response they saw and
to which they agreed. They may not have even looked down the list for higher dollar amounts which
they may have selected if presented first. The previous response that members overwhelmingly
perceive that they receive much more value for their membership than they pay provides additional
support for the suggestion that prices electricity probably exists closer to $30 per person/year rather
than $5.
No differences emerged on the perceptions of the value of membership based on respondents' income
level.
Fundraising Finding
Philanthropic fundraising represents the next avenue for raising potential revenue. Donations come
from individuals with an inclination (willingness) and capacity (wealth) to make a gift to an organization.
This survey sought to gather information on both of these elements.
First, it asked outright if members would consider making a philanthropic gift to The Center in addition
to their membership fee. An overwhelming 63.1%of the 708 who answered this question indicated they
would. If each of these individuals made a very modest gift of $100, The Center would raise nearly
Lr►�!1&/A�W S p 16 September 8, 2015
"S Sj0 CI A T E S
$45,000! The Strategic Fundraising Plan will outline ways to secure these and even more funds from
individuals.
Second, it asked individuals their annual household income to gather information on capacity. Of the
individuals who completed this optional question on the survey, a bell curve emerges in their income
levels with most earning between $50,000 and $74,999 (22.7%) followed closely by $35,000 to $49,999
(16.4%) and $75,000 to $99,999 (15.8%). Ninety-five individuals declined to answer this question.
25
20
15
10
Annual Household Income (%)
Less than $10,000 - $15,000 - $25,000 - $35,000 - $50,000 - $75,000 - $100,000-$150,000 - $200,000
$10,000 $14,999 $24,999 $34,999 $49,999 $74,999 $99,999 $149,999 $199,999 +
The great news for The Center: individuals with a relationship to The Center have both the inclination
and capacity to make philanthropic gifts to the organization. The Strategic Fundraising Plan will outline a
plan for identifying, securing, and stewarding these gifts. A slightly greater likelihood — but not
statistically significant one —to donate emerged for individuals at the higher income levels. Seventy-one
percent of those earning $100,000 to $149,999 indicated that they would likely make a financial
contribution to The Center while only 56% of those earning $25,000 to $34,999 indicated they would.
That bodes well for a major gift campaign since 90% of your contributions should come from 10% of
your donors or those with the greatest capacity (wealth).
The next part of developing a successful fundraising program relies on creating a compelling case for
support. In this way, fundraising and marketing work hand -in -hand. Many of the items identified in the
marketing questions also work for developing the case for supporting The Center with philanthropic
gifts. That is, those things that likely encouraged individuals to join will resonate when they decide
whether or not to make a gift. Of those who responded in the affirmative that they would consider
making a gift to The Center, the survey asked what aspect of The Center they would prefer to support.
Overwhelmingly (74.9%), they said they would support "wherever The Center has the greatest need"
followed by "day-to-day operations (9.1%), "special projects and items" (8.5%) and "endowment'
(7.5%).
] I. N 17 September 8, 2015
&ASSOCIATES
The next question asked individuals what would motivate them to make a gift to The Center. Consistent
with the literature, the tax deductibility of the gift fell to the bottom of the list. Using the same four -
point Likert scale as in the previous questions where the higher number equates to higher importance,
assuring the viability of The Center (3.55) and for future generations (3.43) received the highest ratings
followed by facility maintenance (3.38) and "to give others the same opportunities I have" (3.23).
Answer Options
Rating
Average
To assure thatThe Center rema ins via ble
3.55
To assure thatThe Center remains forfuture generations
3.43
1 believe it is importantto maintain the facilities
3.38
To give others the same opportunities I have
3.23
My responsibility tosupport im orLant community organization
3.18
1feel goodwhen Ican supportTheCenter
3.10
1 receive more value for my membership than I pay
3.06
Fortax benefits
2AII
Ten people made comments, most of which indicated that they either already made donations or could
not make a donation at this time. One person commented that "this is what I get back from property
taxes" which points to a possible negative perception to giving that the case for support will need to
address: as a tax supported organization, why should individuals give in essence a third time (e.g., taxes,
membership, gift)?
Success of this effort requires a cadre of dedicated, trained volunteers willing to work with staff on
behalf of this fundraising effort. The survey asked members if they would volunteer on a fundraising
committee for The Center. Ninety-nine individuals responded in the affirmative. Interestingly, those at
the lower income levels indicated a willingness to volunteer in much greater numbers than those at the
upper ends; 24%of those with reported incomes between $25,000 and $34,999 indicated a willingness
to volunteer while only 9%of those earning between $100,000 and $149,999 did. Perhaps those at the
lower end of the economic ladder want to contribute and believe they can better contribute their time
than their money. The 52 individuals willing to volunteer on the fundraising committee left their name
and contact information on the survey.
Conclusions
The Center is well positioned to increase the revenue it generates through membership revenue and
philanthropic support. Even before this study, the genuine love and support for The Center came
through in the media reports around the Ad Hoc Committee. The focus groups confirmed that, both in
numbers of participants and in the substance of their comments, as did the survey. Very few negative
comments emerged.
As a next step, The Center needs to decide on its marketing messages and avenues as well as future
membership fees. This study provides data to support appropriate avenues for marketing as well as the
messages that will likely resonate with current and future members. Finally, the data strongly supports
increases in membership fees, up to $40/person peryear.
Lr►�!1&/A�W S p 18 September 8, 2015
"S Sj0 CI A T E S
Very strong support also exists for raising funds by soliciting donations. Most organizations would kill to
have 66%of their constituents indicate a willingness to support the organization financially! Even the
strongest college alumni association —often touted as the hallmark in constituent engagement —fails to
reach this level of engagement. Strong potential exists. The Strategic Fundraising Plan will outline a
series of steps and activities to effectively identify potential donors and major donors, educate them
about The Center's needs (in concert with the marketing plan), and then cultivate, solicit, and steward
their support. It will also include a volunteer recruitment and management plan, beginning with the
more than 50 individuals who already stepped forward indicating their willingness to work as part of a
Fundraising Committee for The Center.
] I N 19 September 8, 2015
&ASSOCIATES
&lsTI�TN
Focus Group Questions
Iowa City Senior Center
Staff/Leadership
1. What do you like best about working at/for The Iowa City Senior Center?
2. What would you change about The Iowa City Senior Center if you could?
3. What services does The Iowa City Senior Center provide especially well?
4. Who are The Iowa City Senior Center's competitors?
5. In what ways do they stand out from their competitors? What makes The Iowa City Senior
Center different or unique?
6. When I say the word "The Iowa City Senior Center," what word or words come to mind?
7. How would you like The Iowa City Senior Center to be viewed 5 years from now? What words
would you like to be able to use to describe The Iowa City Senior Center in 5 years?
8. How will the world be abetter place when The Iowa City Senior Center fulfills its mission?
Members
1. What is your experience with The Iowa City Senior Center?
2. What do you like best about the Iowa City Senior Center?
3. What would you change about The Iowa City Senior Center if you could?
4. Who are The Iowa City Senior Center's competitors?
5. In what ways do they stand out from their competitors? What makes The Iowa City Senior
Center different or unique?
6. When I say the word "The Iowa City Senior Center," what word or words come to mind?
7. How would you like The Iowa City Senior Center to be viewed 5 years from now? What words
would you like to be able to use to describe The Iowa City Senior Center in 5 years?
Non-members
1. What is your experience with The Iowa City Senior Center?
2. What reasons do you have for not attending The Iowa City Senior Center?
3. What would you change about The Iowa City Senior Center if you could?
4. What services does The Iowa City Senior Center provide especially well?
5. What makes The Iowa City Senior Center different or unique?
6. What changes do you foresee in your family or community that might impact your desire or
ability to attend The Iowa City Senior Center?
7. When I say "The Iowa City Senior Center" what word or words come to mind?
8. How would you like The Iowa City Senior Center to be viewed 5 years from now? What words
would you like to be able to use to describe The Iowa City Senior Center in 5 years?
9. How will the world be abetter place when The Iowa City Senior Center fulfills its mission?
Linda@WastynAssoc.com (563)210-1321 www.WastynAssoc.com
In December 2014, the Iowa City Ad Hoc Senior Services committee recommended that The Iowa City/Johnson County Senior Center (also known
as The Center) diversify its funding streams to lessen its reliance on city revenue in anticipation of declining property tax revenue at the city and
county levels.
In response to this, The Center hired Wastyn & Associates to create a fundraising plan and advise on marketing strategies.
As a first step in this process, Linda Wastyn from Wastyn & Associates held a series of focus groups in late May to gather information from a broad
range of Center members, non-members, staff, and the community at large. This survey comes from those focus groups as a way to validate the
focus group findings with a broader audience.
Please take about 10-15 minutes to answer these questions as honestly as you can. All responses will remain strictly confidential; Linda Wastyn will
only report findings in the aggregate to The Center staff. Nothing will tie you to your response. We will use these data to create a fundraising and
marketing plan that will allow The Center to thrive into the future.
All individuals who complete the survey can enter into a drawing to win a $100 HyVee gift certificate or a gift certificate to a local restaurant. We
welcome responses from each adult in your household.
Please return your survey by folding it in half and returning it in the enclosed postage paid envelope no later than August 4. You can also drop off
a copy of your completed survey at The Center anytime between now and August 4.
If you have any questions, feel free to contact Linda Wastyn at Linda@WastynAssoc.com or (563) 210-1321 or Linda Kopping at linda-
kopping@iowa-city.org or (319) 356-5225.
Thank you for your time and interest in the Iowa City/Johnson County Senior Center.
Linda Wastyn, Ph.D.
President
Wastyn & Associates
Questions with an asterisk (') require an answer
* 1. What is your gender?
O Male
OFemale
OTransgender
*2. What is your marital status?
OMarried/Partnered
OSingle, never been married
ODivorced
OWidowed
Page 1
* 3. What is your age?
0 Younger than 50 years old
0 50-64 years old
0 65-74 years old
0 75-84 years old
0 Older than 85 years old
*4. Including yourself, how many people live in your household?
0 1 (only yourself)
02
03
04
05
0 6or more
*5. Which of the following best describes your place of residence?
0 Iowa City
0 Coralville
0 North Liberty
0 Other Johnson County city/town
0 Unincorporated area within Johnson County
0 Outside of Johnson County
*6. Which of the following best describes your race? (Check all that apply)
❑ White
ElBlack or African American
❑ Asian
❑ Hispanic or Latino
ElNative American or Alaska Native
❑ Native Hawaiian or Pacific Island
Other
(please specify)
Page 2
*7. What is your current work status? (Check all that apply)
ElRetired
❑ Full-time employee
ElPart-time employee
❑ Not employed, looking for work
❑ Not employed, NOT looking for work
ElUnable to work
❑ Other
(Please specify)
8. Which best describes your household income level?
OLess than$10,000
0 $10,000 - $14,999
0 $15,000 - $24,999
0 $25,000 - $34,999
0 $35,000 - $49,999
0 $50,000 - $74,999
0 $75,000 - $99,999
0 $100,000 - $149,999
0 $150,000 - $199,999
O$200,000 or more
*9. In school, what is the highest grade you completed?
OLess than 9th grade
O9th to 12th grade
0 High school graduate (or equivalency)
OSome college, no degree
OAssociates degree
OBachelor's degree
OGraduate or professional degree
Page 3
*10. Which best describes your relationships or role with The Iowa City/Johnson County
Senior Center? Choose all that apply.
❑ Member of The Center Commission
ElStaff
❑ Center Volunteer
ElDonor to The Center (beyond membership fees)
ElCurrent Center Member
❑ Former Center Member
ElI have never been a member of The Center
11. For how long have you been a member of The Center?
OLess than 1 year
O1-5 years
O6-10 years
OMore than 10 years
O1 am not a member of The Center
12. How far do you travel to come to The Center?
OLess than 1 mile
O1-5 miles
O5-10 miles
OMore than 10 miles
O1 am not a member of The Center
13. How do you usually get to The Center?
OWalk/bike
ODrive myself
OSomeone else drives me
OFixed route bus system
OSEATS
O1 am not a member of The Center
Page 4
14. How did you first learn of The Center? (Please choose one answer.)
OFriend or Personal Contact suggested I check it out
OAttended a program at The Center sponsored by another organization
OCopy of program guide mailed to my home
OPicked up a copy of the program guide in a public place (e.g., library, doctor's office)
OTelevision ad
ORadio show
OSenior Center Television program on local access channels
ONewspaper article
OCity or Senior Center Website
OFacebook
OYouTube channel
OThis survey
Other (please specify)
15. How do you prefer to learn about program offerings at The Center? (Please select one
answer.)
OPrinted materials (quarterly program guide, announcements) mailed to my home
OPrinted materials picked up at The Center or elsewhere
OCity/Senior Center Website
OWeb calendars (Press -Citizen, Gazette, Little Village, Cultural Corridor)
OEmails
OText messages
OSocial media (e.g., Facebook)
Other (please specify)
Page 5
16. Please rate each of the following based on their importance in your decision to join The
Center. (If you are not a member, please skip this question.)
Not important at all Not important Important Vitally important N/A or No Opinion
Courses (multiple -session O O O O O
programs)
Exercise classes O O O O O
Exercise/fitness equipment O O O O O
Services (e.g., tax O O O O O
preparation, Medicare
counseling)
Performance groups (music, O O O O O
theatre, dance)
Lectures (one-ti me O O O O O
programs)
Meal program O O O O O
Special interest groups O O O O O
(e.g., cards, games)
Volunteer programs (e.g., O O O O O
quilters, Center Television,
building supervisors,
computer tutors)
Assistance with technology O O O O O
The Center's Accreditation O O O O O
17. Of the following, please choose the SINGLE MOST IMPORTANT reason to join The
Center. (If you are not a member, please skip this question.)
OCourses (multiple -session programs)
OExercise classes
OExercise/fitness equipment
OServices (e.g., tax preparation, Medicare counseling)
OPerformance groups (music, theatre, dance)
OLectures (one time programs)
OMeal program
OSpecial interest groups (e.g., cards, games)
OVolunteer programs (e.g., quilters, Center Television, building supervisors, computertutors)
OAssistance with technology
OThe Center's Accreditation
Other (please specify)
Page 6
18. Please rate each of the following based on their importance in your decision to join The
Center. (If you are not a member, please skip this question.)
Mental/intellectual
Not Important at All
O
Not Important
O
Important
O
Vitally Important
O
N/A or No Opinion
O
stimulation
Social interaction
O
O
O
O
O
To meet new people
O
O
O
O
O
Opportunity to teach others
O
O
O
O
O
Volunteer/contribute to the
O
O
O
O
O
community
Stay active
O
O
O
O
O
Convenience
O
O
O
O
O
Price
O
O
O
O
O
Location
O
O
O
O
O
To feel valued; have a
O
O
O
O
O
sense of purpose or
belonging
Building
O
O
O
O
O
19. Please indicate the MOST IMPORTANT reason why you joined The Center. (If you are
not a member, please skip this question.)
OMental/intellectual stimulation
OSocial interaction
OTo meet new people
OOpportunity to teach others
OVolunteer/contribute to the community
OStay active
OConvenience
O Price
OLocation
OAssistance with technology
OTo feel valued; have a sense of purpose or belonging
OBuilding
O1 am not a member of The Center
Other (please specify)
Page 7
20. Please choose the phrase that best describes your belief about the value you receive
for your Center membership.
OThe Center membership is worth MUCH MORE than I pay
OThe Center membership is worth SLIGHTLY MORE than I pay
OThe Center membership is worth what I pay
OThe Center membership is worth LESS than I pay; I don't get my money's worth
OThe Center membership is worth MUCH LESS than I pay
21. How much MORE would you be willing to pay for your membership? (NOTE that The
Center will continue to offer scholarships to assure that no qualified person is denied
membership because of an inability to pay)
O1 would pay $5-$20 MORE per person/year for my membership
O1 would pay $21-$40 MORE per person/year for my membership
O1 would pay $41-$60 MORE per person/year for my membership
O1 would pay more than $60 MORE per person/year for my membership
O1 would not pay any more for my membership
22. Would you consider making a tax-deductible contribution to The Center in addition to
your membership or other fees charged?
O Yes
O No
23. If I made a gift to The Center, I would prefer to support:
ODay-to-day operations
OSpecial projects and items (e.g., equipment and programming)
OEndowment (invested for future operations)
0 Wherever The Center's need is greatest
24. Please indicate whether or not each of the following would motivate you to make a
charitable gift to The Senior Center.
Would not motivate me
Would
at all
not motivate me
Would motivate me
Would definitely
motivate me
N/A or no opinion
I receive more value for my
O
O
O
O
O
membership than I pay
To give others the same
O
O
O
O
O
opportunities I have
To assure that The Center
O
O
O
O
O
remains viable
For tax benefits
O
O
O
O
O
To assure that The Center
O
O
O
O
O
remains for future
generations
My responsibility to support
O
O
O
O
O
important community
organization
I believe it is important to
O
O
O
O
O
maintain the facilities
I feel good when I can
O
O
O
O
O
support The Center
Other (please specify)
25. Would you be willing to volunteer
on a fundraising committee of The Center (with
support from staff and the consultant?
O Yes
O No
26. If you would like to be contacted about volunteer opportunities, please provide your
contact information here and we will contact you or send an email to Linda Wastyn at
Linda@WastynAssoc.com with your contact information and indicate your willingness to
volunteer
Name:
Email Acidness: C
Phone Number. C
Page 9
27. Please rate each of the following based on their importance in your decision not to join
or renew your membership to The Center. (Skip if you are a member.)
Too busy to add another
Not Important at All
O
Not Important
O
Important
O
Vitally Important
O
N/A or No Opinion
O
activity
Cost is too high
O
O
O
O
O
Not for me
O
O
O
O
O
Not welcoming
O
O
O
O
O
Not open when I want to
O
O
O
O
O
use it
Location not convenient
O
O
O
O
O
Trouble finding parking
O
O
O
O
O
Don't like the parking ramp
O
O
O
O
O
Paying for parking
O
O
O
O
O
Signage in the parking
O
O
O
O
O
ramp
Not enough handicapped
O
O
O
O
O
parking spots
Not physically accessible
O
O
O
O
O
1 need more help with
O
O
O
O
O
activities of daily living
than staff can provide
I don't know what The
O
O
O
O
O
Center offers
No swimming pool
O
O
O
O
O
1 don't consider myself a
O
O
O
O
O
senior
I am not eligible for
O
O
O
O
O
membership (I am not yet
50 years old)
Does not offer programs
O
O
O
O
O
that interest me
Programs of interest are full
O
O
O
O
O
29. Please rate how well each of the following words describes the Iowa City/Johnson
County Senior Center.
Does not describe The Does not describe The
Center at all Center
Describes The Center
Describes The Center
very well
N/A or No opinion
Homey
O
O
O
O
O
Friendly
O
O
O
O
O
Helpful
O
O
O
O
O
Quality
O
O
O
O
O
Something for everyone
O
O
O
O
O
Stimulating
O
O
O
O
O
Camaraderie
O
O
O
O
O
Elitist
O
O
O
O
O
Welcoming
O
O
O
O
O
Active
O
O
O
O
O
Open to all seniors
O
O
O
O
O
Multigenerational
O
O
O
O
O
Safe
O
O
O
O
O
Old
O
O
O
O
O
Educational
O
O
O
O
O
Stuffy
O
O
O
O
O
Engaging
O
O
O
O
O
Vibrant
O
O
O
O
O
Caring
O
O
O
O
O
Inclusive
O
O
O
O
O
Community
O
O
O
O
O
Clean
O
O
O
O
O
"Seniors helping seniors"
O
O
O
O
O
Fun
O
O
O
O
O
Social
O
O
O
O
O
Diverse
O
O
O
O
O
30. Please rate HOW IMPORTANT you feel it is for each of these words to describe the
Iowa City/Johnson County Senior Center.
Homey
Not Important at all
O
Not Important
O
Important
O
Vitally Important
O
N/A or No opinion
O
Friendly
O
O
O
O
O
Helpful
O
O
O
O
O
Quality
O
O
O
O
O
Something for everyone
O
O
O
O
O
Stimulating
O
O
O
O
O
Camaraderie
O
O
O
O
O
Elitist
O
O
O
O
O
Welcoming
O
O
O
O
O
Active
O
O
O
O
O
Open to all seniors
O
O
O
O
O
Multigenerational
O
O
O
O
O
Safe
O
O
O
O
O
Old
O
O
O
O
O
Educational
O
O
O
O
O
Stuffy
O
O
O
O
O
Engaging
O
O
O
O
O
Vibrant
O
O
O
O
O
Caring
O
O
O
O
O
Inclusive
O
O
O
O
O
Community
O
O
O
O
O
Clean
O
O
O
O
O
"Seniors helping seniors"
O
O
O
O
O
Fun
O
O
O
O
O
Social
O
O
O
O
O
Diverse
O
O
O
O
O
31. Please indicate which of the following you consult frequently as sources of information
about local events and programs of interest (check all that apply:
ElIowa City Press -Citizen
❑ Cedar Rapids Gazette
❑ Daily Iowan
ElTV advertisements
❑ Iowa Public radio announcements/programs
ElCommercial radio advertisements/programs
❑ Local organization websites
❑ Promotional emails
ElPromotional materials received via U.S. Mail in my home
❑ Posters and flyers distributed around town
ElSocial media (e.g., Facebook)
❑ Word of mouth
Other (please specify)
32. If you would like to be entered into the drawing for a HYVEE GIFT CERTIFICATE or gift
certificate to a local restaurant, please provide your contact information here.
Name:
Email Address:
Phone Number.
Thank you for taking the time to complete this survey. We will compile all of the responses and use them to inform a fundraising and marketing
plan in early fall.
Someone from The Center will be in touch with the winners of the drawings in early August.
Page 14
Appendix C: Hover did you first learn of The Center: Open Ended Questions
How did you first learn of The Center? (Please choose one answer.)
mother went to center
don't remember several of the above
website
when I was a seats driver beginning in 1988
word of mouth
Iowa City Resident when center opened
when it was first started
I was a member for the first ten years of the Senior band
Walk in curiosity
always knew about it
meals on wheels when center first opened
dont remember
i just always known about it
moved into ET
Longtime IC Resident
Moved into the old post office
walked by it
NEW HORIZON BAND
Location
I just knew it was there and when I was fully retired i checked it out
Senior Center presence at a day -long UI retirement seminar
Friend suggested I join the choir.
Yoga
worked at City
Pedaled by the SC everyday for 35 years
I'v known since my Mother lived at ecumenical Towers
I've lived here 30 years, have always known about it.
Heard the Voices of Experience
outside contact
Did an art show/exhibt. Teach course in art composition
thru friends
Work Study Job through university
Worked downtown, passed it every day
My parents were members in the "early days"
Learned about volunteer opportunity through introduction to Social Work class
Joined the band
don't remember
walk by it frequently for years
worked for City of Iowa City when it began
my counselor
I volunteered to teach a course.
Worked nearby
word of mouth in Iowa City, I was a previous long term resident before moving to Cedar County.
years ago I volunteered at the Center, knew of its resources
Did a dance performance there
Publicity From the beginning
AARP Iowa suggested I contact center for health insurance info
Followed my art instructor when he left the Rec Center
interest in New Horizons band
Check wouldn't take. Senior Center website
former Iowa City resident
I was on Johnson County TF on Aging when Center was established!
Don't recall
MD recommended program (Tai Chi)
Worked at Center at MOW
can't remember --I've known about it for a long time.
knew about it and was a volunteer back in the late 1990's
University of Iowa
General knowledge
Had a friend who worked at The Center
Worked at senior center in mid-80's
started in Monday night band before I retired
Don't remember
don't remember...
(I think --not really sure, but best guess.)
I grew up here in Iowa City so I knew about it as a child
Its like Old Capitol -- it's always been there; can't miss it!
saw new horizon band perform
employment through the City of Iowa City
Through Taoist Tai Chi Society
attended a program sponsored by The Center
it has been part of downtown for years so know about it from its location, playing for contra dances ---found out about programming
worked for the city
Can't remember for sure.
was on a steering board to plan the center in1976
I don't remember
don't remember
Worked at to IC P:ublic Library and in my job worked with the Center's programs
Just knew it was there.
walkin
To teach yoga
i i was active in its founding
Delivered Meals -On -Wheels.
Live nextdoor at Ecumenical Towers
just general awareness after living here for 20+ yrs
i was askedd to give a program
Doctor
I have known about it for years and have no idea when and how.
Welcome wagon
volunteered on a committee at Center
I went looking for a senior center when I moved to town.
New horizon band
can't remember
Knew that New Horizons Band met there
I inquired about teaching classes at the Center
Wanted to play in band
Always lived here and known about it
I just knew it was in town and it offered programs
Not sure but have always been aware since moving to IC ca. 10 years ago.
walked by
University of Iowa publication
I simply knew it was there. I have lived in IC a long time.
Appendix D: Media Sources Open Ended Questions
Please indicate which of the following you consu t frequently as sources of Vnformatlon about Vocal events and
programs of interest (check all that apply):
mediacom radio
none
iowa city press online
Internet
Program guide from center
Area News TV Stations
Catalog
Little Village Magazine
UI website
Need Space for Comments! Need bicycle Rack near Washington St Entrance!!!!!
being there
web site
e-mail
Johnson County Elderly Consortium
UI classes
Johnson County Fair
Little Village magazine
The Source, The Center's Calendar of Events
An email once every 6 months will never bring me or others into the center. Social media analytics knows that
daily communication creates the most traffic. Daily come-ons. Weekly overviews on Sundays would also be
helpful for planning the following week. Automatic text message reminders is important, too, an automatic
calendar additions to which one subscribes. I attend Trumpet Blossom and Backyard Landscaping events
because they are added to my calendar as created and I get notices. Email and Facebook are okay, but FB
center bulletin boards, elevator ads, other members
KCCK FM
UI events calendar online
program book
Events.uiowa.edu
Johnson and Linn Co. Conservation Newsletters
Online
icgov.org
I ask or call to find out.
Coralville City web site
sr. center booklet
Drop by to center
City of Iowa City emails, local organization emails, program guides,
Center program guide
the senior center
Posters in and at the Center itself.
Little Village mag
Corridor Business Journal, Source
Little Village (IC). The Source.
Iowa City Public Library
Free Speech TV
The Center Quarterly catalogue
online
postings in the elevator
Little Village newsletter/app
Little Village magazine
The news
Senior Center booklet comes in the mail with programs offered
Appendix E: Most Important Programming Reasons to Join
Please indicate the MOST IMPORTANT reason why you joined The Center. (If you are not a member, please skip this
question.)
singing -- reader's theatre
i was using the services so I felt it was right to become a contributing member
Most important reason) was a membr I played flute in the Senior Band
support the worthwhile cause/organization
To take a class
all are important
Art exhibit in 2002
medicare counseling
To ensure the center remains viable
New Horizons Band
wifes interest
ICNHB
To take a computer class
Avail for massage/ have not been there since it ended, price and convenience were great
Play in band
exercise equipment plus helping to keep SC vital
meditation classes
New Horizons Band
Take a course now and then
Parking for band
all pieces are req'd to make the whole
Again, ALL are important
exercise
tai chi
participate in performance group
All of the above! We are so fortunate to have the wide variety of opportunities for involvement at the Center
Band
Exercise equipment
To be supportive. I don't like the parking, so don't use.
to exercise in a safe and non -judgmental place with older people like me
play music with new horizons
no opion
Computer Lab
Be in performance group
Just needed your iphone-ipad class. Thanks.
classes offered
exercise facilities and classes
To support the Center financially
Support the mission and goals
Menta/intellectual/Physical Stimulation
Access to internet
The present location of the building is most important.
curious and periodic lectures
New horizon band
courses
games
to play in the New Horizons concert band
WHY MUST I CHOOSE ONE?Almost ALL of above.
Appendix F: Most Important Reasons to Join: Emotional Reasons
Of the following, pVease choose the SINGLE MOST IMPORTANT reason to join The Center. (If you are not a
member, pVease skip this question.)
social contact
meet with people
Cannot attend due to time constraints
associated w/o humab beings
Participating in some or one of the many offerings is a great money way to be active mentallyand physically in
difficult to choose only one
community resources
all are important :)
to meet older people
Though not taking classses now, i believe in the importance of the Center to the area
To help make the center available to seniors who use the center by contributing my membership fee.
To insure that the center exists for myself and others
When massage was available
To meet people and be involved with community.
All programs are at my desposal!
meditation program
Multiple session programs
new horizons band
All of the opportunities to learn, meet others, socialize.
Social interaction
friendship - meeting friends when new in I.C. becoming part of a grojp
the whole is the sum of the parts
ALL are important!
drawing and art classes
All of the above make the Center a unique and important organization in our community
associations
tv studio
Meet people.
Meeting others and getting out of my apartment.
computer usage
In my small way, to be supportive.
have no single reason -- its all services combined.
General social interaction
social factor so important in aging
Friday afternoon movies
Support the Center financially
Inactive but supportive of all activities
access to computer before ICPL opens
all of above
Important part of community
Sense of community
I am a member of the learn to quilt group and the Reading Aloud group (we read poetry in public places). They
are both social and learning programs and very important to me.
Maintaining social contacts and intellictual stimulation
New horizon band
support Center
I think it is a good idea to have such a place
Cannot choose ONE. Exercise classes AND Reading Aloud (don't know how you classify this)
10/13/2015 11:36
OF
IOWA CITY
1
(CITY
KKromray YEAR TO
DATE REPORT
IP
glytdbud
FOR 2016 99
JOURNAL DETAIL
2016 1
TO
2016
3
ORIGINAL
TRANFRS/
REVISED
AVAILABLE
PCT
APPROP
ADJSTMTS
BUDGET
YTD ACTUAL
HNC/REQ
BUDGET
USED
10570100 Senior Center Administrations
336110 Johnson County
-59,224
0
-59,224
-14,806.00
.00
-44,418.00
25.0%
346600 Membership Fees
-57,354
0
-57,354
-16,844.00
.00
-40,510.00
29.4%
356200 Permit Parking
-20,390
0
-20,390
-12,800.00
.00
-7,590.00
62.8%
362100 Contrib & Donations
-46,911
0
-46,911
-2,541.00
.00
-44,370.00
5.4%
363910 Misc Sale of Merchandise
-6,091
0
-6,091
-694.18
.00
-5,396.82
11.4%
369100 Reimb of Expenses
-2,500
0
-2,500
-3.00
.00
-2,497.00
.1%
382200 Building/Room Rental
-532
0
-532
-120.00
.00
-412.00
22.6%
382400 Locker Rentals
-1,603
0
-1,603
-496.00
.00
-1,107.00
30.9%
384200 Vending Machine Commission
-264
0
-264
-68.26
.00
-195.74
25.9%
TOTAL Senior Center Administrations
-194,869
0
-194,869
-48,372.44
.00
-146,496.56
24.8%
TOTAL REVENUES
-194,869
0
-194,869
-48,372.44
.00
-146,496.56
10570220 Senior Ctr Classes
346400 Lessons
-4,700
0
-4,700
-655.00
.00
-4,045.00
13.9%
348900 Charges for Services
-11,171
0
-11,171
-6,486.90
.00
-4,684.10
58.1%
TOTAL Senior Ctr Classes
-15,871
0
-15,871
-7,141.90
.00
-8,729.10
45.0%
TOTAL REVENUES
-15,871
0
-15,871
-7,141.90
.00
-8,729.10
10570250 Senior Center Chorus
346500 Entry Fees
-4,000
0
-4,000
-1,755.00
.00
-2,245.00
43.9%
369100 Reimb of Expenses
-400
0
-400
-240.00
.00
-160.00
60.0%
TOTAL Senior Center Chorus
-4,400
0
-4,400
-1,995.00
.00
-2,405.00
45.3%
TOTAL REVENUES
-4,400
0
-4,400
-1,995.00
.00
-2,405.00
10570260 Senior Center Special Events
346700 Special Events
-3,000
0
-3,000
-825.00
.00
-2,175.00
27.5%
369100 Reimb of Expenses
-6,000
0
-6,000
.00
.00
-6,000.00
.0%
TOTAL Senior Center Special Events
-9,000
0
-9,000
-825.00
.00
-8,175.00
9.2%
TOTAL REVENUES
-9,000
0
-9,000
-825.00
.00
-8,175.00
10/13/2015 11:36 (CITY OF IOWA CITY IP 2
KKromray YEAR TO DATE REPORT glytdbud
FOR 2016 99
10570270 Senior Center Television
ORIGINAL
APPROP
TRANFRS/
ADJSTMTS
REVISED
BUDGET
YTD ACTUAL
JOURNAL DETAIL
HNC/REQ
2016 1 TO
AVAILABLE
BUDGET
2016 3
PCT
USED
10570270 Senior Center Television
363910 Misc Sale of Merchandise
-950
0
-950
-493.00
.00
-457.00
51.9%
TOTAL Senior Center Television
-950
0
-950
-493.00
.00
-457.00
51.9%
TOTAL REVENUES
-950
0
-950
-493.00
.00
-457.00
GRAND TOTAL
-225,090
0
-225,090
-58,827.34
.00
-166,262.66
26.1%
** END OF REPORT - Generated by Kristin Kromray **
Current membership as of 10-14-15 = 1596
Recommendations Involving the Senior Center Fee Structure and
Cost Recovery Goal for the Operational Budget
Submitted by Members of Committee A
Jason Chen; Cheryll Clamon; Beth Clopton; Mary Dusterhoft; Ed Flaherty; Ken
Gamb; Mark Holbrook; Shirley Lindell; Bonnie Love; Tom Schulein; Gary Schwartz;
Bob Wiley
Prepared by:
Linda Kopping, Senior Center Coordinator
Primary Staff Advisor
Introduction
One opportunity for improvement noted in the Ad Hoc Senior Services Committee Report to the
City Council was for The Center to "review ... fees and other ways to assist in the funding of the Center."
Committee A, a group of active Center participants and volunteers living in Iowa City and other areas of
Johnson County, was created to carry out the review identified by the Ad Hoc Senior Services
Committee. Members of Committee A included: Jason Chen; Cheryll Clamon; Beth Clopton; Mary
Dusterhoft; Ed Flaherty, Ken Gamb; Mark Holbrook; Shirley Lindell; Bonnie Love; Tom Schulein; Gary
Schwartz; Bob Wiley.
Committee A was asked to focus on two goals. One, to recommend an operational budget cost
recovery percentage for the Senior Center to use as a goal when budgeting and fundraising. The second
was to review all participant and user fees assessed by The Center and make recommendations for
change when appropriate. The Committee began working in early June 2015 and finalized its
recommendations in September 2015.
The initial actions of the Committee were to review The Center's budget expenses and revenue
streams, operating indicators, mission, goals, and value statements. City Council goals were also
reviewed as well as the Council's commitment to inclusivity and sustainability. The probable impact on
City funding caused by changes in state tax laws was discussed. Finally, cost recovery for senior
programming in other areas of the state and country was considered.
Cost Recovery
To help determine their recommendation for cost recovery, Committee A used the Cost
Recovery Pyramid Model to provide them with rationale and a framework to accomplish their goal. The
Cost Recovery Pyramid was developed in 1990 and refined by GreenPlay LLC in early 2000. Since then it
has been used in many recreational facilities (including Iowa Cityh Recreation Department) to help
determine cost recovery goals.
The Cost Recovery Pyramid has five levels; each representing a different proportion of
community and individual benefit or involvement. The fee for service is set to recover a higher
percentage of cost as the level of individual benefit increases as compared to the level of community
involvement/benefit. See Appendix 1.
The Center's operational budget was reviewed and each line item was place in one of five (5)
operational or program categories intended to reflect the level of personal verses community
involvement or benefit. The five categories identified, presented from highest to lowest in terms of
community benefit, are Facility, Operations, Volunteer/Service, Programming, and Sales. (A detailed
breakdown of which line items are included in each level/category is included in Appendix 2.) Table 1
presents the five categories in the context of the Cost Recovery Pyramid and includes the Committee's
recommended level of cost recovery for each level.
TABLE 1 COST RECOVERY PYRAMID
Recommended Cost
Pyramid Level
Level of Community
Budget Category
Reimbursement Level
Benefit
for Level/Budget
Category
Level 1 (largest):
Mostlycommunity
Facility
0%
benefit
Level2:
Considerable
Operations
30%
community benefits
Level3:
Balanced
Volunteer/Service
40%
individual/community
benefit
Level 4:
Considerable individual
Programming
70%
benefit
Level 5 (Smallest):
Mostly individual
Sales
125%
benefit
To determine the overall cost recovery goal, Committee A used total dollar amounts from all
budget line items in each category and calculated the cost recovery percentage of that amount. For
instance, Level 4, Programming, has a total revised FY15 budget amount of $140,554. Seventy percent
(70%) of this amount, or the recommended amount for cost recovery, is $98,387.
The cost recovery dollar amount was determined for each category. The five values were added
and it was determined that this total amount was equivalent to 32% of the operational budget.
Following considerable discussion, the committee made the following recommendation:
As an initial goal, The Center should increase its cost recovery goal by 1.5% annually up to 35%
This value was endorsed for the following reasons:
1. Using the Cost Recovery Pyramid provided a rational and tested cost recovery model that has
been used elsewhere, including Iowa City Parks and Recreation.
2. Approximately 10%of The Center's members are on low-income scholarships--$10,000 of
scholarship support was provided in FY15. Literature on fees indicates that it is best to keep
costs low and not intimidate people with high fees. Higher fees would work against inclusivity.
3. The Center has limited income generating options and while 35%cost reimbursement is modest,
it is realistic. It is a good place to start.
4. The Center is limited by services that take up space and do not generate income. For instance
the VNA, SHIIP, Honoring Your Wishes, AARP Tax services, legal counseling, congregate meals,
and non-profit groups. These are valuable community services older adults and other
community members have come to rely upon them, but they do not generate revenue.
5. Most of our programs and classes are led by volunteers and therefore offered at no cost. This is
consistent with The Center's mission to offer programs that promote wellness, social
interaction, community engagement, and intellectual growth.
6. Placing a small registration fee on all classes is not cost effective when staff time and the
software's fees are factored into the process. Further, it would create an unmanageable
workload on the short-staffed front desk employees.
7. The Center's participant base is well defined and as a result it has a smaller pool of potential
donors.
8. When the 35%cost reimbursement goal is attained, the cost reimbursement amount will be
reevaluated and an increase in the amount considered.
Fees
Membership Fee Recommendations
TABLE 2 MEMBERSHIP FEE RECOMMENDATIONS
Type of Membership
Recommended Fee
Single/Each Additional Family
Member
Percent Increase
Single/Each Additional Family
Member
Iowa City Resident
$40/$25
21%/25%
Non City Resident
$75/$45
25%/25%
Out of County Resident
Membership classification eliminated
The rational for this recommendation is largely focused on issues related to income and a desire
to make sure The Center remains available to all members of the community. Committee members
expressed concerned that higher fees may keep lower income people from considering participation in
Center programs and services and noted the reluctance of some low-income people to request financial
assistance. Further, they supported the idea that it is better to price memberships at a level where they
are available to all, rather than set it at a price that puts it out of the reach of people who would benefit
from the services provided.
In addition to income factors, committee members were concerned about raising membership
fees so high that The Center was "priced out of the market." It was also suggested that people who are
in a position to pay higher membership fees should be encouraged to make a contribution when
renewing their memberships.
Out of county resident membership fees were eliminated for two reasons. Currently there are
approximately sixteen members who reside outside of Johnson County. It was determined that the
work involved with tracking fees and memberships associated with this category was not commensurate
with the staff time involved accomplishing these tasks. Further, with a smaller fee out of county
participation is likely to increase and ultimately increase membership fee revenue.
Membership cards are computerized access cards that provide access to specific areas of the
building such as the computer lab and fitness rooms. These cards cost $3.48 each. To this point, The
Center has never charged a fee for replacing a lost card. Committee A recommends that a membership
card replacement fee be implemented for both regular and scholarship members costing $10 and $3
respectively.
Current membership fees generated $53,811 in fiscal year 2015. It is estimated that this
increase would generate an additional $8,760 in revenue annually assuming there are no changes in
membership numbers, family memberships, scholarship participation, or place of residence.
Classroom Rentals
Given the exceptionally low rate of rental usage, Committee members recommend leaving
room rental rates for rooms 202, 205, 208, and G13 unchanged for non-profit groups; removing room
211 from the list of available rental rooms due to the potential for damage to the contents of the
room; and adding room 209 as an additional room rental.
Committee members are recommending offering rental availability of the same spaces to for -
profit organizations with the caveat that all sales of materials and services on site are prohibited.
They are further recommending that rental fees for individuals and for -profit groups be double the
rates of non-profit groups. This is consistent with the Iowa City Parks and Recreation Department which
offers non -profits a 50%discount on all rentals.
The decision to open rentals to for -profit organizations was based upon the belief that it would
increase rentals and therefore rental income.
Another recommendation put forth by the Committee is to limit classroom rentals to times
when staff or volunteer building attendants are in the facility.
RECOMMENDED NON-PROFIT ROOM RENTAL FEES AND AVAILABILITY
Class Room
Availability
Fee: Hourly
Security Deposit
202, 205,208, 209
Day:
Free
None
M-F;8AMto5PM
Weekend/Evening:
$20/hr
$75 without refreshment;
M —Tu; 5 PM to 7 PM
$125 with refreshments or AV
W—F;5PMto9PM
use
S —Su; 8 AM to 5 PM
M
ENV_
G13
Day:
Free
None
M-F; 8AMto5PM
Weekend/Evening:
$30/hr
$125;
M —Tu; 5 PM to 7 PM
No refreshments allowed;
W — F; 5 to 9 PM
$175 with AV use beyond
S —Su; 8 AM to 5 PM
what is available in room
RECOMMENDED INDIVIDUAL AND FOR -PROFIT ROOM RENTAL FEES AND AVAILABILITY
Class Room
Availability
Fee: Hourly
Security Deposit
202, 205, 208,
Day:
$40/hr
$75 without refreshment;
and 209
M - F; 8 AM to 5 PM
$125 with refreshment or AV
Weekend/Evening:
use
M —Tu; 5 PM to 7 PM
W—F;5PMto9PM
S —Su; 8 AM to 5 PM
G13
Day:
$60/hr
$125;
M - F; 8 AM to 5 PM
No Refreshments Allowed;
Weekend/Evening:
$175 with AV use beyond
M —Tu; 5 PM to 7 PM
what is available in room
W—F;5PMto9PM
S —Su; 8 AM to 5 PM
Assembly Room Rental
Committee A members extensively reviewed and discussed rental possibilities for the Assembly
Room and kitchen area. After touring the area, discussing rental and other use possibilities, and
meeting and discussing needed room/facility enhancements with staff and a representative from one of
the event managers from the company that works for Iowa City Parks and Recreation, Committee
members recommend the following:
With assistance from the City's Engineering Department Centerstaffshould engage a
consultant who will develop plans to upgrading the kitchen, Assembly Room, and lobby to make them
more efficient useable, and renter friendly.
Committee members agreed with the event management company representative who felt the
historic nature of the facility, its downtown location, attractive interior, audiovisual capabilities,
convenient parking, and adjacent kitchen space all had a lot of potential for making the space an
excellent rental possibility, even if only available on weekends. They believe an initial investment in
necessary improvements would generate significant revenue in the long run. Further, the modest
kitchen modifications required would support participant programs throughout the week and provide
much needed storage for programs, services, and necessary rental materials.
A second recommendation is to have an outside management company oversee all weekend rentals of
the Assembly Room, kitchen, and lobby to avoid unmanageable staff workloads.
Discounted Parking Program Fees
Since increasing the fee and introducing new parking options for discounted parking program a
couple of years ago, the program has been essentially self-sustaining. Sales of annual permits
($100/year); semiannual permits ($50)/year) and hourly parking passes ($10/20 hours) generated
$21,640 in FY15 with an actual cost of $22,000.
Committee A members agreed that the discounted parking program was run primarily for the
benefit of the participants of the program and would fall into level 5 of the Cost Recovery Pyramid. With
a cost recovery goal of 125%, some changes to the fee structure of the program would be appropriate.
Rather than increase the $100 annual fee, Committee members recommend increasing the cost
of semi-annual permits and hourly parking passes to cover the additional staff time, handling, and
processing fees required to maintain these two options. Their recommendation is to increase the cost
of semiannual permits to $60 each and hourly parking tickets to $15120 hours. Replacement costs for
lost parking permits would continue at $10 per lost permit.
Class Fees
Independent contractors who teach at The Center pay 25% of their gross revenue to The Center
as compensation for the use of space and equipment. This reimbursement level is set by contract and
there is no recommendation for change.
Classroom material costs set by The Center are typically established to cover the expense of
significant amounts of copying done in conjunction with a particular class. Committee members
recommend increasing the minimum charge for class copying costs from the current $5 to $10. Fees
for other materials that may be used in a class should be established by staff on a case -by -case basis.
As in the past, all material costs set by The Center shall be waived for participants in the low
income scholarship program
Coffee
Coffee has been a longstanding offering at The Center. The current charge is $0.25/cup is paid
on an honor system. The actual cost of a cup of coffee, including the cup, creamer, sugar, cup holder,
and the like is $0.57/cup.
The Committee members agreed that the price of coffee needs to increase. Their first option
however was to explore the acquiring of a coffee vending machine that would be installed on the ground
floor. Staff was asked to try coffee available at the ICPL and evaluate it for quality. Benefits for this
approach included a variety of beverage options and an annual vendor fee that would generate a small
amount of revenue.
If the vending machine does not succeed, the price of coffee should be increased to $0.75 per cup.
Public Copying Charge
Committee members recommend increasing the current copying charge of $0.15/single-sided
page to $0.25/single-sided page. The intent of this increase is to discourage the use of Senior Center
copying services as they consume staff time and prevent the receptionists from carrying out normal
work responsibilities.
Locker Rentals
The Center offers members and participants a number of on -site lockers for rent. The current
rental fee is $4/month and there is no replacement charge for lost keys or locks that are provided by The
Center. Committee members recommend a monthly rental fee of $S and a $10 fee for a lost key or
replacement lock.
Miscellaneous Services
The Center is involved with a number of other fee based services that are more specialized in
nature. Committee members felt that any changes to these fees should be made by the involved
coordinator or volunteer group. This group of fees included:
Service Area
Current Fee
Commission on Sale of Art
25%Commission on all Sales
Quilting Fees
$0.025/sq. in. Other Fees May Apply
Quilt Raffle Tickets
$1/Ticket or $5/6 Tickets
SCTV Dubs
$10/Disc
SCTV Transfers
.1 Disc (up to 2 hours of footage) _ $15/unit
• 2-5 Discs (from 2-10 hours of footage) _ $13/unit
• 6-10 Discs (from 10-20 hours of footage) _
$11/unit
• 11+ Discs (20+ hours of footage) _ $10/unit
• Additional copies of transferred discs may be
ordered for $10/unit
Conclusion
Given the large number of fee increases being recommended, Committee A members
recommended all fee increases be announced to the general membership as soon as they are accepted
and approved by the Senior Center Commission. Further, they recommended that room rentals
involving for profit organizations, replacement fees for membership cards, locks and keys, locker
rental fees, and fees for copying and coffee be implemented on or around January 1, 2016. All
remaining fees should be implemented July 1, 2016.
A comprehensive summary of all the recommended fee changes appears on the remaining
pages of this report. While there are many unknowns that have not been factors in the overall
calculation, such as earned revenue from lobby coffee and room rental, the current estimated increase
in revenue that would result from these changes is over $19,500 annually.
Summary of Fee Recommendations
Committee A, Senior Center
September 2015
Fee
Percent
Current
Projected
Description
Current
Recommended
Change
Revenue
Revenue
$164,116+
$198,894**
Total
$59,2
+
Operational
27%
Increase 2.5%
2 5%
(Johnsonn Co.
$59,224
Budget Cost
annually up to 35%
Grant)
(Johnson Co.
Recovery
Grant)
($223,340)
($258,118)
Annual
Membership
Single/Family,
$33/$20
$40/$25
219/./25%
$35,178
$42,865
Iowa City
(t $7,687)
Resident
N=1,183
$Annual
Membership
Single/Family,
$18,175
$60/$36
$75/$45
259/./25%
$14 ,544
Non -Iowa City
(t $3,631)
Resident
N=264
Annual Low -
Income
Scholarships
Provided
$10
$10
0%
$1,530
$1,530
Without Regard
(NC)
to Place of
Residence
N=153
Standard and
Low -Income
Scholarship
Membership
----
$10/$3
Unknown
Card
Replacement
Fee
Lobby Coffee
$0.25 donation
Options being
__evaluated
Unknown
Minimum Class
Fee For
$8654
Materials
$5
$10
100%
FY15=4327
Provided By
(t $4,327)
Senior Center
Fee
Current
Recommended
Percent
Current
Projected
Description
Change
Revenue
Revenue
Annual Parking
$100/year
$100/year
0%
FY15 =
$8100
Permits
$8100
(NC)
Semiannual
$50/year
$60/year
20%
FY15= $9250
$11,100
Parking Permits
Hourly Parking
$10/20 hours
$15/20 hours
50%
FY15=$3420
$5130
Tickets
Parking Permit
$110
Replacement
$10
$10
0%
FY15=$110
Fee
(NC)
Low Income
$380
Scholarship
$10/year
$10/year
0%
FY15=$380
Parking Permits
(NC)
Personal
$0.15/single-
$0.25/single sided
Copying Fees
sided copy
copy
66%
Unknown
Non -Profit
with
Rental of Rooms
deepositposit of $75
202, 205, 208,
without
209 during
refreshment;
No Change
0%
FY15=$180
Unknown
Weekend and
with
$12Evening
Hours
refrreshesh ments or
When Staffing is
AV use
Available
Individual and
For -Profit Rental
with
of Rooms 202,
depepositosit of $75
205, 208, 209
without
during Weekend
Not Available
refreshment; $125
---
Unknown
and Evening
with refreshments
Hours When
Staffing is
or AV use
Available
$30 with
Non -Profit
deposit of $125;
Rental of Room
$175 with AV
G13 during
use beyond
Weekend and
what is
No Change
0%
FY15=$0
Unknown
Evening Hours
available in
When Staffing is
room. No
Available
refreshments
allowed.
Fee
Percent
Current
Projected
Description
Current
Recommended
Change
Revenue
Revenue
Individual and
$60/hr with
For -Profit Rental
deposit of
of Room G13
$175 with AVV use
during Weekend
Not Available
beyond what is
---
Unknown
and Evening
available in room.
Hours When
No refreshments
Staffing is
allowed.
Available
Develop plans to
$40/hrwith
implement an
deposit of
income generating
Rental of
without
t
rental program for
Assembly Room,
refreshment;
the area using an
TBD
FY15=$560
Unknown
Lobby and
$30outside
with
outside
Kitchen Space
refreshments
refresh or
management
AV use
company to
schedule and
oversee events.
$1965
Locker Rental
$4/month
$5/month
25%
FY15= $1572
(IN $393)
Replacement
$10/lock and key
Unknown
Locks and Keys
No Charge
set
---
$10/key alone
Total New Revenue Projection:
$19,598*
**Projected cost recovery amounts are based upon FY16 budget projections. This is the amount that
will need to be raised if the FY16 budget expenses occur exactly as planned and cost recovery increases
to 29.5%.