Chapter 7, Goals and Recommendations (PDF)

Goals & Recommendations Chapter Parks and Recreation Plan 7 Goals & Recommendations

The goals and the recommendations present a Goals suggested course of action for Whitemarsh Township Strategies to address the key findings that emerged to pursue over the next ten years. The Township can from the planning process are organized around four work at the actions incrementally: through an annual goals. These goals represent the long-term condition action plan, a medium term program over five to for which Whitemarsh Township will strive. They ten years and long term strategies that require more include the following: intense planning, investment and partnerships. By having a slate of actions identified and adopted, elected Goal 1: Establish a premiere system of parks, and appointed officials, community organizations and recreation facilities, greenways, and trails balanced citizens have a common reference for the Township’s for resource conservation and responsible public plans and goals. use.

Guide, Not a Law Goal 2: Provide recreation opportunities, programs The plan serves as a guide, not a requirement of and services that will enrich the quality of life for law. Not everything can or should be done at once. the people who live, work, and visit in Whitemarsh The recommendations serve as a road map for Township. Whitemarsh Township to follow on the path to its goals. The Township can follow the map at its own Goal 3: Manage the parks and recreation system pace determining where to follow the path exactly and in a professional manner that conveys the greatest where to take detours to seize opportunities or meet possible beneﬁt to the public. emerging needs. The plan is intended to be ﬂexible to enable the Township to make wise decisions in Goal 4: Invest in parks and recreation to sustain and implementation. enhance the quality of life in Whitemarsh in the 21st Century.

· Whitemarsh Township Parks and Recreation Plan · 7-1 Goals & Recommendations

Goal 1 • Landscape parks in a manner that enhances Establish a premiere system of parks, recreation biodiversity and use plantings that are native to the region. Park improvements should facilities, and trails throughout Whitemarsh be developed with the involvement of the Township. Township’s Environmental Advisory Board. • Develop an invasive species removal program Objective 1 and implement it as resources allow. Rehabilitate existing parks and recreation facilities • Improve existing park sites and recreation to the extent possible. facilities to meet ADA requirements. • Continue to provide play equipment that General Park Improvements. meets the safety and age-segregation criteria of the CPSC (Consumer Product • Focus on aesthetics to make the parks places Safety Commission) Guidelines for Public where people want to spend their time, serve as Playground Safety. Remove all equipment that neighborhood assets, and are attractive scenery does not meet the CPSC Guidelines and that to people driving by who may never even use presents a significant threat to safety. Conduct the parks. ongoing safety inspections of playgrounds. Provide adequate safety zones around each • Enhance access to all parks for all members of the piece of play equipment with safety surfacing community regardless of age. Greatly improving material that meets the test requirements of mobility, in the form of trails and greenways, the CPSC and the latest American Society of is needed to create interconnections between Testing and Materials criteria. parks and recreation resources, neighborhoods, etc. The top trail priority should be creating a • Provide walking trails in parks and to central spine along Joshua Road. recreation facilities. The ADA requires access to recreation facilities and activity areas via • Develop formal site master plans for all of an accessible route. the Township’s parks. Each of the Township’s parks have issues related to the layout and • Connect park sites to greenways and trails. functionality of facilities. Additional aesthetic improvements could also aid in unifying the • Make the park sites comfortable and parks into one cohesive system. This initiative convenient to use by adding benches, should also include developing an “official trash receptacles, drinking fountains, bike manual of park fixtures.” Having high-quality, racks, and restrooms. Provide benches near well designed and uniform fixtures such as playgrounds, in shaded locations, and at benches, lights, signing, etc. is cost effective, other activity areas for adults to sit and watch efficient and improves the perception of an park activities. overall park system. • Prioritize facility development. Achieve • Develop a comprehensive park signage and balance between the needs of the public and information system. Request qualifications the needs of organized sports for more fields. from firms experienced in signage systems for • Pursue a capital investment financial strategy parks. Investigate signage in other park systems, such as borrowing or a bond issue in order to especially in Philadelphia. Determine guiding make improvements that are urgently needed, principles for Whitemarsh’s signage system. Set such as riverfront access, trails, ballfields, and a budget and issue an RFP to solicit potential indoor recreation. contractors for sign design.

7-2 · Whitemarsh Township Parks and Recreation Plan · Goals & Recommendations

• Phase in development over time, in accordance to relieving some of the pressure on existing with master plans. facilities, as a result of developing new park and recreation facilities in other locations. Site Specific Recommendations The ability to ease facility congestion and reduce the amount of programmed activities 1. Master Plan Cedar Grove Park and expand at Miles Park should be considered as part it as much as possible – This includes the of the overall planning and development of potential dedication of the adjacent land a new community park and when master owned by Gambone, as part of their land planning existing parks within the Township. development process and connections into and through the PECO right-of-way. All 5. Re-evaluate and update the previous Master of the Township’s parks need landscape Plan recommendations for Valley Green improvements to make them more “park- Park – The master plan that was developed like.” This specific park needs landscape for this park should be re-evaluated in improvements, such as street trees along the the context of the Township’s Parks and perimeter, plantings possibly near the farm Recreation Plan in order to see if any changes house, benches, etc. The basketball court also need to be pursued. Aesthetic improvements needs to be improved or removed. should be a high priority for this park; it especially needs canopy trees and buffering 2. Master Plan Kline Park with a focus on a along the boundary along with the walking trail as an extension of the Joshua Road trail path and other unrealized elements of the spine – This land is highly under-utilized and park master plan. is located in a densely developed area of the Township. Until a formal evaluation of the 6. Renovate, expand or replace the Recreation property is performed, there is no way of Building – The Township is currently knowing what its true park potential could undertaking a feasibility study to determine be. The creation of a trail through the park the build-out potential of the building and could connect the core of the Township to the adjacent site. The recommendations from Kline Park, Cedar Grove Park and ultimately this study should be implemented in order to to Spring Mill Park and the riverfront. fulfill the major needs for indoor recreation space. 3. Master Plan Leeland Park using the approach of creating a more formal “town square” 7. Partner with Montgomery County to master – A master plan should be developed for this plan and improve Spring Mill Park – This park. The plan should consider the removal of would also include developing a strategy to the formal baseball field and the addition of acquire the adjacent 200 Center Street parcel more hardscaping. This would make the park (scrap yard) for a parking and access area. more passive to match the character of the neighborhood and the size of the site. These Objective 2 changes would also allow the removal of the portable restroom facilities. Develop special use facilities to fulfill “niche” needs within the Township. 4. Deal with basic functional issues at Miles Park – There are special functional issues related to parking, access and circulation. Recommendations Some of these issues are a function of the parks current layout and some are tied to traffic 1. Create a high-quality facility for the impacts of Germantown Pike. The ability to Community Arts Center – The Township properly address many of these issues is tied

· Whitemarsh Township Parks and Recreation Plan · 7-3 Goals & Recommendations

and the Whitemarsh Community Arts Center Objective 3 have fostered a new mission to expand the arts Target land acquisition and easements to meet programs within the Township. A properly equipped and modern facility should be jointly specific community needs. developed to support arts programming. 2. Develop a soccer complex – With only one Recommendations Township-owned field, soccer is currently the most underserved active recreation activity in 1. Develop at least one new neighborhood the Township, especially when compared to the park in the Central District – The core of enrollment in the activity. A new facility, either the Township, the area with the primary as a free-standing complex or as part of a future concentration of population, is in need of larger park should be developed. This facility more neighborhood parkland. should also be constructed with special turf 2. Seek land adjacent to existing public parkland, surfaces in order to maximize its utilization. including State and County lands, to expand 3. Build a gym/neighborhood center – The the size of the parks – With the high cost of location of this facility would be dependent land in the Township, one method to expand upon available land, however ideally it would park facilities is to expand existing resources, be within walking distance of Miles Park for instead of creating new ones. The Township summer camp programs. The facility should should capitalize on any opportunity to include a gym at the minimum, but should acquire lands adjacent to existing resources. also have the ability to be expanded as needs 3. Develop two or three additional neighborhood change. parks – These sites, ranging in size from five 4. Develop facilities for current and emerging to twenty acres, should be located in or near user needs such as a skate park, roller hockey, the Central District of the Township and have dog parks, ice skating rink, rock climbing wall, a mix of passive and active recreation uses. etc. The existing active facilities are focused 4. Target land acquisition activities that could on traditional organized sports, such as be the basis for a future new community park baseball, softball and football. Demographics - Combined with the need for recreation show dramatic increases in soccer, as well as facilities, the Township should start new types of activities such as rollerblading, identifying target properties for the creation skateboarding, and extreme-type sports like of a new park that is at least 75 to 100 acres rock climbing. These facilities should also in size. The ability to acquire a parcel of this include activities for a larger range of age size will be a challenge for the Township, groups, such as dog parks or ice skating rinks. therefore options which assemble several 5. Enhance access to the Schuylkill River – Either parcels or expand on existing resources such through the purchase of existing privately- as the State Park lands, should be considered. owned parcels, or through the Township 5. Consider a long term community park in the Riverfront District Zoning requirement for Broad Axe area- Should development in this private development, public access to the River’s district occur, there will be a need to provide edge should be promoted. community-oriented parkland, different from the State and County lands, in this portion of the Township. This parkland could be the proposed community park, if that facility is located in this area of the Township.

7-4 · Whitemarsh Township Parks and Recreation Plan · Goals & Recommendations

Objective 4 Objective 5 Promote protection of natural areas through the Continue park planning efforts with public park system. involvement to ensure effective design and construction. Recommendations Conserve natural areas for recreation and Recommendations environmental education in the Whitemarsh Township park system. 1. Involve the sports groups in addressing field improvements, rehabilitation, potential • Partner with the Township’s Environmental relocation and timing. Advisory Board to develop standards for landscape management that promote 2. Set a policy regarding which parks should have biodiversity and natural habitats on parklands restrooms. Traditionally, community parks and public open spaces. have restrooms and neighborhood parks do not. Where parks do not have restrooms and • Develop and implement a natural resources are used by organized sports, Port-a-Pottys management plan for all of the parks, should be available. especially the more passive parks such as Kline and McCarthy Parks. Bring in the 3. Park planning should take a holistic County Conservation District, the Natural approach to the park and recreation system. Lands Trust, and other experts to consult Improvements to one park should be reviewed with Township Parks and Recreation staff on within the context of the system as a whole. resource management. • Provide trails and greenways to connect Objective 6 natural area, community destinations, and Design and develop a township-wide greenways, parks and provide for long distance recreation trail and bike path system. activities. • Incorporate natural areas within community Recommendations parks and greenways for passive recreation activities, enjoying nature, and environmental 1. As recommended by this Plan and the education. Township’s Open Space Plan, create and • Design future parks with nature in mind. adopt a comprehensive sidewalks, trails and Protect and enhance natural resources, greenways master plan. buffer sensitive natural resources, use native 2. Establish feeder trails to link residents to the plant material, incorporate unique areas into Township’s major trails. park designs, and develop sites using Best Management Practices for erosion control 3. Support Montgomery County’s trail and storm water management. development initiatives in the Township and coordinate with County representatives • Explore a partnership with the Colonial regarding project timelines and prioritization School District for environmental education. of trail segments. This program would have to be part of the Department’s program management plan to insure that staff time and resources would be available to plan and implement the program. · Whitemarsh Township Parks and Recreation Plan · 7-5 Goals & Recommendations Map #5 Proposed Trails by District

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SPRINGFIELD SPRINGFIELD SPRINGFIELD

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PLYMOUTH �� PLYMOUTH �� PLYMOUTH ��

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�� CONSHOHOCKEN CONSHOHOCKEN CONSHOHOCKEN LOWER MERION LOWER MERION LOWER MERION

Miles Miles Miles 0 0.25 0.5 1 0 0.25 0.5 1 0 0.25 0.5 1

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7-6 · Whitemarsh Township Parks and Recreation Plan · Goals & Recommendations

Goal 2 Objective 2 Provide recreation and arts opportunities, Maintain the pulse of the community in terms programs and services to enrich the quality of needs and interests in parks and recreation. of life for the people who live, work or visit in Whitemarsh Township. Recommendations

1. Evaluate programs, services, and facilities Objective 1 on an on-going basis to determine public Continue recreation programming in preferences. This should be a formalized Whitemarsh Township year round. process instituted for the programs overall. Target both leaders and participants for the evaluations. Recommendations 2. Develop a targeted mailing list for people 1. Develop a program and service management interested in program categories, age groups plan for recreation opportunities in etc. Whitemarsh Township. Create an annual 3. Participate in community advisory groups plan and an annual program report. and organizations as a liaison to parks and 2. The program management plan should recreation. This would include service clubs, include a mix of organized programs and the potential umbrella sports organizations self-directed recreation opportunities. For the and other community meetings in which organized programs, the Department should departmental staff could monitor or identify specific target goals for number of participate. programs and participants to project the 4. Obtain public input from a variety of means amount of revenues that could be generated. including: Continue the focus of the Department on producing programs aimed at effective • Parks and Recreation Board. customer service. • A community wide needs assessment 3. Broaden the perspective on service delivery update every three to five years. Build from organized scheduled programs to upon the recent township survey in future providing opportunities for self-directed surveys. Use this plan as the basis for the recreation that people undertake on their own next survey. To begin planning for active schedule as they wish. This will enable the adult programs, consider a targeted survey Township to expand recreation opportunities of people age 45 and over. without increasing staffing requirements. • Letters and telephone calls from citizens. 4. Include the role of “information broker” in Suggestion boxes. Parks and Recreation which the Department presents ideas for WEB site. how people can spend their leisure time with specific suggestions for what people can do • Focus groups. Community boards and on their own. This could be a weekly feature organizations including the sports groups, service organizations, and others. on the WEB site. • Periodic interviews in parks with park visitors.

· Whitemarsh Township Parks and Recreation Plan · 7-7 Goals & Recommendations

5. Develop information about customer Objective 5 preferences, interests and demographic Address the need to provide and promote characteristics. Knowing who the customers are and their characteristics is essential in recreation opportunities aimed at improving expanding and positioning services effectively. lifelong fitness and wellness. This can be done through registration, program evaluations, focus groups and intercept surveys Recommendations in the parks, special events or programs. 1. Adopt a multi-faceted approach that Objective 3 includes facilities, services, promotion, and Expand the summer camp program. partnerships. 2. Create facilities such as pathways, indoor Recommendations recreation, the riverfront and scenic natural areas to entice people to participate. 1. Develop holiday day camp program for children and youth during the school year. 3. Promote the need for an active lifestyle, its role in disease prevention, and how the 2. Consider the design of a day camp site in the Department can help citizens to lead healthy master-planning projects for Miles Park, the lifestyles. Recreation Building and other parks in the future. 4. Establish partnerships with health care providers in this effort. Partner with the 3. Conduct evaluations of participants with age Pennsylvania Activities and Nutrition appropriate evaluation tools and parental Advocates (PANA), the Colonial School evaluations where appropriate as well as District and the local private schools holding focus groups for program categories or including Germantown Academy. Work with age groups. the school district in creating the plan for fitness that is required of all school districts Objective 4 by 2007. Develop a plan for providing recreation services to senior adults in Whitemarsh Township. Objective 6 Recommendations Explore new program areas as staff resources are available. 1. Develop a program management plan for senior adults. Recommendations 2. Begin to focus on an active aging population with Baby Boomers. Start with interviews and 1. Consider after school programs for middle focus groups with citizens in this category to school students, especially in the Recreation figure out where the Department needs to go. Building. Consider working with Colonial This will be ground breaking planning. School District in creating the Recreation Building as a drop off point for the school bus route.

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2. Consider an adult recreation/self- Objective 8 improvement evening and weekend Continue to facilitate the provision of program. community recreation services by other providers. 3. Change the approach to the School District by identifying and scoping out programs that are suitable for collaboration; develop Recommendations a proposal outlining the goals, objectives, parameters and support requirements for 1. Continue to collaborate with the community the program. Transition the Department organized sports groups. Work with them to from the role of requester of facilities just like establish an umbrella sports organization for any other group to a partner for the School Whitemarsh Township in which each group District in mutual endeavors that would serve would retain its autonomy but work with the public and solve community problems. the larger convocation of sports groups on common township sports issues. 4. Expand environmental education and nature based recreation as the next program area 2. Continue to work with commercial in the Department. Consider an expanded recreation providers to oﬀer public recreation working relationship with Morris Arboretum, opportunities. It provides an important Fort Washington State Park and Montgomery public service as well as a feeder program to County Parks and Heritage Services. strengthen local recreation type businesses. 3. Work with citizens interested in building and operating a dog park to plan, develop and Objective 7 operate a community dog park. Incorporate teens in the recreation program 4. Continue to provide facilities, support, and planning and park master planning projects. advertisement in the township newsletter for community groups with their contact Recommendations numbers. 5. Monitor trends to determine how services Establish a teen advisory council for the 1. can be enhanced or rejuvenated. A regular purpose of facility planning and program program of community needs assessment and development. Have the teen advisory council program evaluation should be established. establish their mission, goals, and ground rules for working with the Township. 2. Start small and work towards one or two key successes to launch the new program area. Objective 9 3. Use the Department’s approach of working Develop a formalized marketing program. with middle schoolers and expanding upward as the group moves through high school as a way to capitalize on a successful target Recommendations audience. 1. Identify the department’s customers and their 4. Establish the Counselors-In-Training demographics. Develop a plan for collecting program as a feeder program for staﬃng. and using additional information that would help with planning and advertising recreation services.

· Whitemarsh Township Parks and Recreation Plan · 7-9 Goals & Recommendations

2. Incorporate the Whitemarsh Community Arts Goal 3 Center into the Township’s advertising and Continue to manage the parks and recreation promotional activities. system in a professional manner that conveys the 3. Analyze what services are working and which greatest possible beneﬁt to the public. ones are not. Discontinue the services that are not working in a timely manner. Objective 1 4. Determine how to expand services to existing customers. Adopt the organizational structure shown in Figure 7-1. 5. Hold focus groups.

6. Determine promotional goals and methods. Objective 2 7. Develop a tracking system to ﬁnd out Establish performance standards for each where customers are ﬁnding out about the functional area of parks and recreation. department’s services.

8. Determine how to use the Internet to promote Recommendations services and get feedback. 9. Investigate how to advertise through technology 1. Each functional area of parks and recreation such as instant messaging with teens. should establish annual goals, objectives and outcomes prior to budget season for the 10. Develop program planning formulas as the following ﬁscal year. These objectives should basis for program marketing and evaluation. be tied to the budget. This includes park 11. Create a detailed one year marketing program maintenance through Public Works. that includes advertising, benchmarking for 2. Assess progress annually before budget results, and needs assessment. season. Make recommendations for resource allocation through the budget based upon goals, objectives, needs and opportunities.

Objective 3 Develop a formal maintenance management system for the parks and recreation facilities.

Recommendations

1. Develop park standards, a documented method for planning , directing, scheduling, and evaluating park maintenance. Set policies for park maintenance management. 2. Develop a maintenance impact statement for all capital improvement projects. This should be included as a component in all master

7-10 · Whitemarsh Township Parks and Recreation Plan · Goals & Recommendations

Objective 4 site plans. The statement would identify the tasks, costs, and resources needed to Build the case for parks and recreation and maintain the park as well as potential ways potential major capital funding through effective to mitigate the cost to the Township. information management. 3. Computerize the workload cost tracking system using the coding and reporting Recommendations system. Investigate software systems used in other townships. 1. Adopt a strategic and vigorous program 4. Use the information generated more easily to document the facts and figures related through the automated system for planning, to parks and recreation along with an decision-making, making the case for interpretation of what the figures mean. additional support, and establishing fees Track numbers that illustrate the impact and charges for facility use. on parks and recreation in Whitemarsh. Document a range of information from 5. Add staff and budget commensurate with impact on property values to the numbers of the park improvements in order to ensure participants at community recreation events well maintained, safe and attractive parks. and what they spend. Use this information in Include a Park Superintendent to oversee cultivating sponsorships as well as in overall managing and evaluating parks, recreation township planning. facilities and v as well as construction management. The Parks & Recreation 2. Use this information for decision-making, Director will continue to do all capital promotion, budgeting, and negotiating improvement planning and will oversee the partnerships and sponsorships. Park Superintendent. 6. Institute a natural resource management component to the current maintenance Objective 5 operations, which are primarily directed Support the professionalism of the Department to developed active recreation areas. Coordinate this with the potential Open through an Employee Development Program. Space Coordinator for the Township. Recommendations

Lifetime Cost of a park 1. Assess the training needs of the Parks Acquisition, Planning, Financing 15% and Recreation Department, the park Design 2% maintenance area of the Public Works Construction 10% Department and the staff. Maintenance 73% 2. Create a five-year employee development Source: Lay, Francis. 1978. Management of Grounds or Site program. Allocate one to two percent of the Management Operations. Manual of Site Management. budget for training ($6,700 at 1%). Areas to Environmental Design Press. p.4 be considered include sport turf management, computerization, specialized management schools, participation in national conferences, and others to be identified. The employee development program should

· Whitemarsh Township Parks and Recreation Plan · 7-11 Goals & Recommendations

also incorporate a performance evaluation be giving as much as they can. Future expansion of program that reflects a philosophy of personal partnerships and sponsorships appears to be limited. and professional development. Insure that certification programs are kept up to date for staff. Objective 7 3. Develop procedures to report on training Provide secure and safe parks that protect both efforts for training that would benefit other visitors and public property. department members, elected and appointed officials. Consider in-house and self-directed Recommendations training such as videos, brown bag lunches with discussion topics, a book club featuring books 1. Work with the Colonial School District in related to parks and recreation, motivation, job developing a Site Watch Program. enrichment, and other enriching topics. 2. Continue to work with the Police Department 4. Continue to recruit high caliber staff for on park safety. Include the police in park recreation leadership and park maintenance planning to insure that improvements are positions when needed. Conduct wage surveys consistent with security measures. in the area regularly to determine competitive pay rates. Set wages at a competitive level to 3. Continue the Department’s current practice attract quality employees. It is important to of regular park inspections. Coordinate with provide a professionally enriching environment the insurance carrier to develop a system in order to retaining professional staff. that minimizes the township’s exposure to liability.

Objective 6 Objective 8 Establish an umbrella organization for volunteerism related to parks and recreation. Enhance the visibility and public awareness of parks in the community. Recommendations Recommendations 1. Focus on volunteerism through organized groups and not on individuals. Expand the 1. Maximize the use of the gecko logo for the current basic policy on volunteerism. The Parks & Recreation Department to project nature and scope of the current policy needs the image and presence in the community to be fleshed out. Recognize that volunteers are desired by parks and recreation. Parks and not free. Recreation in Whitemarsh is a source of 2. Continue to work with the organized sports community pride. A unified identity system groups in a collaborative fashion to set-up an organized around the logo is a great way to umbrella organization for community sports. build a visible presence in the community that connects with the taxpayer. Sustain and enhance the sponsorship program for the 2. Display the logo on all departmental township’s activities. Recognize that most partners and materials, promotions, uniforms and other signs. Identify all of the different materials sponsors have already been identified and appear to and equipment that could carry the parks and

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recreation message: brochures, letterhead, plan to merge these entities. park signs, trucks, uniforms, memo pads, vehicles, awards, and so on. 3. Consider applying for a Peer-to-Peer grant from PADCNR to study the organization 3. Create a gecko mascot (similar to sports and management of the Arts Center with a team mascots like the Philly Phanatic). The goal of making it a more prominent player in gecko is likely to be an enormously popular regional arts. ﬁgure at township events and was an eﬀective choice for a logo in terms of translation into 4. Enable the Arts Center to operate as a a mascot. separate enterprise fund within parks and recreation in much the same way as other departments operate golf courses, swimming pools, ice rinks and so on.

Objective 9 5. Establish an Arts Coordinator position for township wide arts management. Position the Department of Parks and Recreation to be part of municipal community planning.

Recommendations

1. Tie together projects such as trail, bike path to community planning, the land development process, open space conservation, and road improvements. 2. Make parks and recreation projects a key component of an aggressive approach to get non-traditional funding sources from federal and state sources.

Objective 10 Develop a strategic plan to merge the Whitemarsh Community Arts Center with the Parks and Recreation Department.

Recommendations

1. Develop the plan collaboratively with managers form both organizations. 2. Develop a vision, mission, and guiding principles to serve as the foundation for the

· Whitemarsh Township Parks and Recreation Plan · 7-13 Goals & Recommendations

Figure 7-1 WhitemarshTownship Parks & Recreation Department Proposed Organizational Structure

Citizens of Whitemarsh Township

Board of Supervisors

Assistant Township Parks & Recreation Township Manager Manager Board

Parks & Recreation Patrons of Public Works Director Director Whitemarsh Parks

Senior Whitemarsh Program Program Park Admininstrative Program Community Arts Coordinator Development Superintendent Assistant Coordinator Center

Seasonal and Part Time Staff Volunteers

7-14 · Whitemarsh Township Parks and Recreation Plan · Goals & Recommendations

Goal 4 • Financial assistance: Grants, gifts; bequests, Invest in parks and recreation to sustain fund raising, and friends groups. and enhance the quality of life in Whitemarsh 3. Develop a fees and charges policy. Township in the 21st Century. • Ensure that provisions are made for those in need of financial assistance. Objective 1 Provide adequate financial support for parks • Offer low cost or free programs that serve large groups or significant target groups and recreation through its operating budget. such as a movie series and the concert series. Try to get sponsors to support these Recommendations kinds of events. • Consider using the equivalent cost of a 1. Work to fund Parks and Recreation at a “recreational hour” which is about $5 when level of five percent or more of the operating setting fees and charges. Scholarships or budget of the Township. work exchange programs could be set up 2. Develop a four-part revenue policy for through partnerships. Parks and Recreation. It should include four • Establish a percentage of 30 to 40 percent classifications: of the program fee for administration and • Compulsory resources: Dedication fees, advertising. dedicated millage and/or a portion of the general fund. 4. Develop an impact statement for all • Earned income: Fees & charges; admissions; projects to demonstrate the need for rentals; sales; user fees; special services; and support to undertake the project and permits. protect the investment. This would enable the Department to hire additional staff • Contractual receipts: Land leases; facility for maintenance and programming as rentals; and concessions. improvements are made to the system. 5. Continue to support organized sports and Benefits of Information Management work on collaborative projects for the benefit of the community. • Better understanding of community needs • Enhanced decision-making capability • Improved customer service • More effective allocation of resources, potential cost savings • Documentation that parks and recreation is an essential community service

· Whitemarsh Township Parks and Recreation Plan · 7-15 Goals & Recommendations

Objective 2 based on recommendations outlined in Continue to use the current revenue strategy of the Township’s Parks and Recreation Plan. In the same manner that the Parks and tax and non-tax sources. Recreation Plan is a blueprint for parks and recreation development over the next Recommendations decade, the CIP is based on the typical five year planning horizon from 2007-2012. The 1. Determine how Whitemarsh Township CIP provides a framework for budgeting could increase budget support for parks and major capital allocations by the Township recreation operations and capital projects. and for pursuing outside funding sources to support the implementation of projects. The 2. Strive to increase the percentage of the operating CIP highlights approximately $7 million in budget generated through non-tax sources. Set capital investments over the next five years, 45 percent as the benchmark with increases of over and above the funds needed to maintain five percent annually over the next five years. the system as the level it exists today. A The Department’s progress in generating cost comprehensive long-range strategy is needed recovery (i.e. revenues generated through beyond what is included in this Plan. A user fees and charges, events, concessions, thorough evaluation of long term financial sponsorships, gifts, grants, bequests and other commitments and available outside funding means) should be monitored and evaluated and sources should be carefully addressed to new goals should be established based upon the provide the Township with the greatest Department’s level of success. opportunity to leverage available resources to 3. Develop a targeted program for soliciting achieve all of the projects identified herein. sponsorships and donations on an annual 2. Adopt criteria for determining which capital basis. projects to pursue. Given the fact that there 4. Develop a parks and recreation gift catalog and are different views and interests (Mainly promote the catalog as a way of encouraging resource conservation vs. active facilities donations to improve the parks. Items could – sports fields), a clear process for decisions range from a few dollars up to full-scale about funding should be established and facilities such as pavilions. provided for public information. Sample criteria are in Figure 7-2.

Objective 3 Establish a ﬁve-year capital improvement program (CIP) based upon decisions made for implementing this plan.

Recommendations

1. Project the funding that would be available for capital improvements over the next ﬁve to ten years. The purpose of the CIP is to develop a blueprint for capital expenditures

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Objective 4 Five-Year Capital Improvement Program Consider a bond issue or low interest loans for a 2007-2009 twenty-year park re-development program. 1. Recreation Building $1,030,000 2. Gym/Soccer Complex $540,000 Recommendations 3. Cedar Grove Park Improvements 1. The scope of the recreation facility Design $25,000 improvements is such that major investment Barn $150,000 is needed over twenty years and beyond. If the Township can make a funding commitment, House $150,000 then decisions about park improvements can 4. Valley Green Park be made in a logical fashion based upon a Redesign $10,000 projected configuration of the park system in the year 2020. Consider contracting with Construction $100,000 a financial planning consultant to work with 5. Leeland Park the Township on a long term financing plan Design $10,000 for parks. Future bonds or loans should be Construction $200,000 based upon park development costs and impact on municipal taxes. 6. Hart Lane - Arts Center $195,000 7. Miles Park $540,000 2. Parks & Recreation, the Recreation Building, trails, natural resource conservation and recreation opportunity potential is tied 8. Dog Park $25,000 directly to economic vibrancy. These create 9. Kline Park the kind of amenities that will attract new businesses and residents to the community. Design $15,000 Particularly important to economic Construction $55,000 development are projects and programs Open Space Fund $500,000 aimed at the 25 to 40 year old demographic, a TOTAL $3,545,000 more entrepreneurial age group. 2010+ (or sooner if opportunity & funding 3. The bond or loan amount should be based emerges) upon park development costs and impact on municipal taxes. 1. Community Park $9,000,000 2. River Access $1,500,000* 4. If the Township develops other forms of dedicated revenue streams, a percentage 4. Neighborhood Parks $3,500,000* should be allocated to capital development in TOTAL $14,000,000 parks and recreation. * This represents approximately $1.5 million allocated annually for next five years ** Includes land acquisition costs

· Whitemarsh Township Parks and Recreation Plan · 7-17 Goals & Recommendations

Objective 5 Objective 7 Develop a financing plan for major parks and Undertake a private fundraising campaign if recreation projects that includes a mix of public and appropriate for a major project. private resources. Recommendations Recommendations 1. Determine if the Township has the capacity to 1. Sustain, enhance, and expand alternatives undertake a fundraising campaign. Consider including partnerships, sponsorships, fee and the following factors in order to avoid the charges, and fundraising. error most frequently made in capital fundraising: deciding to have a campaign before 2. Apply for grants from the Pennsylvania the organization is ready. The factors that Department of Conservation and Natural should be considered include: Resources (PA DCNR) to help pay for trail planning, trail development, land acquisition, • Staff capacity – A fundraising campaign and park improvements. requires concentrated, dedicated staff time. If a fundraising campaign is undertaken, 3. Work with Fort Washington State Park to staff time must be specified to work on determine if their park could share or lease the campaign while other duties are re- some land for community recreation purposes. assigned to others or put on hold for the duration of the campaign. Even when an 4. Establish an endowment program as a vehicle to raise funds and generate investment income outside fundraiser is retained, the amount to offset operating and maintenance costs. of work to be done within the Department is considerable. Availability and skill of leadership and staff to commit to the project is required for success. Objective 6 • Budget – Professional fund-raisers charge a Establish strategic alliances with other providers fee, not a percentage of the amount raised. as a way of maximizing all of the available resources The amount is negotiated based upon the scope of work required for the fundraising for specific projects. project. • Quality of data available on prospective Recommendations donors – Knowledge about the resources available among citizens and businesses Explore a partnership with PANA and Healthy 1. helps to gauge the potential likelihood Communities through Montgomery County. of success for a fundraising campaign. 2. Explore a partnership with the Colonial This knowledge includes both financial School District for specific projects that the information and particular interests of Department would develop and propose to the prospective donors. School District. Such programs could include a • Volunteer base – Volunteers are needed to targeted after-school program, adult recreation/ make the case for the project as well as to self improvement, fitness and wellness, and go out to conduct visits with prospective at-risk youth. Shared facilities for sports and donors. Donations usually result from environmental education would serve the whole people giving to people so the personal community, students, residents and visitors.

7-18 · Whitemarsh Township Parks and Recreation Plan · Goals & Recommendations

connections and ties are crucial to success. should actually develop the materials and publications to convey the proper message, • Potential of getting major donors on the tone and information to the public and Board – Getting major donors on the board potential donors. Different levels of is a key to success. The board members publications may be needed for various need to be counted on to deliver the first target audiences. significant donations to the cause. This will enable the fundraisers to leverage other 2. Develop a campaign master plan if the donations based upon a demonstration of Township decides to move ahead with successful fundraising to date. a fundraising project. The Township’s fundraising campaign should include • Board strength – The Board needs to campaign objectives, policies, an include well-known people of influence organizational chart, job descriptions, in the community. The individuals must a campaign strategy, printed materials, be powerful enough to lead the charge cultivation plans, and a prospective donor in capturing donations. They are usually pool analysis. In conducting a successful considered to be the movers and shakers campaign program, many organizations find of the community. that they cannot take on an additional task • Gift management – As the donations come when they already have too much to do in in, the process of receiving, acknowledging daily operations. and rewarding the donations must be 3. Decide the purpose of fundraising and what managed by staff. This will be an on-going the benefit to the community at large will be. process throughout the campaign until all The Township needs to be able to develop a donations are received. This includes the case of compelling need that requires private tracking of multi-year pledges. funds. Preparedness underlies all successful • Gift recognition – A worthy method campaigns. Projects that could be considered for recognizing donations needs to be are a new community park, recreation developed. This can include a permanent building improvements, an amphitheater, signage structure with names and pavilions, children’s playgrounds, sports fields, donation category levels as well as through trails, beautification, and nature. Paid design newsletters describing the donations, competitions for shelter, pavilion, or park and media coverage. The gift recognition building design can be held in local schools program should be developed as a of architecture and design. Fundraising component of the campaign. should be strategic, well orchestrated, and for popular projects. • Consensus on fund-raising direction – Clear consensus on the purpose of the fundraising project needs to be achieved and formalized in a written document. Consensus on the fund-raising project should be a requirement before beginning the campaign steps. • Materials and publications to explain the case for support – Staff can assist in the development and publication of the materials. The professional fundraiser

· Whitemarsh Township Parks and Recreation Plan · 7-19 Goals & Recommendations Map #6 Parks & Recreation Recommendations

Legend Hiking/Biking Trails Cross County Trail SPRINGFIELD Railroad Cross County Trail / Fort Washington Trail 309 Municipal Boundary Fort Washington Trail School Kirby Trail Valley Green Park Valley Other · Improve aesthetics / landscaping Township Facilities Fort Washington PECO Green Park Proposed Sidewalk/Pathways · Update master plan Waterway Station (R5) Sandy Proposed Silt Basin Trail Run Area Parcels Schuylkill River Trail Wissahickon Trail St. Thomas OpenSpace Public Open Space (permanent protection) Hope Fort Washington State Park / Lodge Wissahickon Valley Park Private Open Space (permanent protection) Fort Hill West Valley Montgomery County / Wissahickon Valley Park Wissahickon Road Park · Develop partnerships for more active components to parks Private Open Space (unprotected) · Explore purchasing lands adjacent to existing parklands for Wissahickon Valley Park Creek Fort Washington active recreation facilites to create a community park and serve Data Source: Whitemarsh Township Open Space Plan, Comprehensive Plan Germantown State Park Academy potential future development in Broad Axe District MBLER Fort Washington A State Park PHILADELPHIA Philadelphia Cricket Club

OWER The Joshua Road L Highlands 276 Central District 0 0.5 1 GWYNEDD Willow Lake Farm · Develop pocket and/or neighborhood Miles Fort parks near population center Washington State Park Philadelphia Cricket Club Stenton Avenue

Masonic Home

Whitemarsh Elementary Whitemarsh Woods Township Sunnybrook School Building ACE Country Club Golf Club Manor Creek St. Philip Miquon Neri Station (R6) Miles Park Victory Fields Elementary and Miles GermantownSchool Pike · Expand parking Colonial McCarthy Park · Construct pavilion Elementary Park Hamilton Bros. · Improve recreation building School East 33 Property WHITPAIN · Improve aesthetics / landscaping Sunnybrook Basin Miquon easement Plymouth School Riverfront District Whitemarsh · Increase public access to river and High School Green Valley recreation opportunities Country Club Kline Park · Develop trail connection Ski Slope

from Ridge Pike to Cedar Ridge Pike Kline Park Abolition Hall Grove Park Zaid Prop. Schuylkill River LOWER MERION

Spring Mill Park Cedar Grove Park Plymar Swim Club Spring Mill · Develop master plan Station (R6) · Acquire adjacent lands to expand facilities Cedar Grove Spring Mill Park PLYMOUTH · Improve aesthetics / landscaping Park Sherry · Partner with Montgomery County · Improve farmhouse (Art Center) and barn Lake to develop site master plan · Increase parking · Acquire adjacent land to improve Leeland Park public access Leeland Park · Develop master plan - possibly as a “town square”

CONSHOHOCKEN Toole Recreation Planning

· Whitemarsh Township Parks and Recreation Plan · 7-20