Havant Borough Council Parks Tennis Provision James Deem Regional Tennis Participation Manager 23 rd February 2016 Aims • Overview of LTA work with local authorities • Share some of our insight into tennis in parks • Summarise facility stock and latent demand for tennis • Look at operational options and success factors • Give an overview of technology and charging methods • Capital Investment / Propose a pilot • Recommended next steps LTA work with Local Authorities • South West – piloting a project to scale growth in parks tennis • Working Group – 4 South West Team and National Lead on Parks • 54 LA’s of the South West (District and above) • 5 Focus Cities (Bristol, Swindon, Portsmouth, Plymouth, Southampton) • Active Conversations with 22 Local Authorities about there parks • 15 others not yet talking with – 12 with no courts • 14 Sites in 10 local authorities ‘operationally resolved’ What is Resolved? • Customer Process • Affordable Pricing • Web Presence • Community Brand • Marketing Materials • Coach Provider • Sinking Fund Provision Parks are a key venue where people play tennis Where people 14+ played tennis most if played at least once in the last year in GB (%) At a private gym/health club (non DLL VA or VA) DLL Indoor Tennis Centre Private court Parks Somewhere else Leisure Centres Schools/Universities /FE Tennis Clubs Source: Baseline Tracking Survey The volume of tennis players play in the parks, educational venues, and clubs, but Clubs have the most frequent Venue played at most by frequency of play (among 14+) % of TOTAL PLAYERS (Played 1+) % OF MONTHLY PLAYERS Parks Parks % OF WEEKLY PLAYERS Parks School/ College/ Clubs University School/College/University Clubs NB Education School/College/ venues skew to University 14-21Parks even more important to 21+ Clubs 6 Source: Baseline Tracking Survey: Total Sample (c 40,000) Lower satisfaction especially caused by condition of courts, ease of booking (needs planning), customer service and facilities Satisfaction with Courts (Club vs Park) (% Very Satisfied) 7 Source: Baseline Tracking Survey Park players are currently far less reliant on organised activities – partly inclination, partly availability Types of Tennis Played in the Last Year Club players (played most) vs Park players (played most) 8 Source: Baseline Tracking Survey Awareness of local courts is an issue Awareness of tennis courts nearby to where GB population live = 36% Source: Baseline Tracking Survey Facility Stock • We discovered 23 tennis courts across 8 sites: - • Purbrook Heath (three courts available) • Jubilee Park (four courts available) • Bidbury Mead Recreation Ground (three courts available) • Cowplain Recreation Ground (three courts available) • Front Lawn Recreation Ground (three courts available) • Hayling Park (three courts available) • Emsworth (two courts available) • Havant Town Centre (two courts available) • All the sites are open access and free of charge to use. Latent Demand for Tennis in Havant LA (Latent % of current % of latent Average (of Radius No. of Total LA (population 26 (hours) x Court Capacity Venue Postcode Currently Latent population demand out of LA demand out of LA current and latent Total Demand (km) Courts Demand catchement ) court = 26 x court x 3 catchment ) current population latent population demand) Purbrook Heath PO7 5RU 1 3 65 68 133 1870 2094 78 234 3.48 3.25 3.36 -101 Purbrook Heath PO7 5RU 3 3 802 885 1687 1870 2094 78 234 42.89 42.26 42.58 1453 Purbrook Heath PO7 5RU 5 3 1962 2256 4218 1870 2094 78 234 104.92 107.74 106.33 3984 Jubilee Park PO7 7HU 1 4 155 156 311 1870 2094 104 312 8.29 7.45 7.87 -1 Jubilee Park PO7 7HU 3 4 891 981 1872 1870 2094 104 312 47.65 46.85 47.25 1560 Jubilee Park PO7 7HU 5 4 1765 1983 3748 1870 2094 104 312 94.39 94.70 94.54 3436 Bidbury Mead Recreation Ground PO9 3PT 1 3 138 156 294 1870 2094 78 234 7.38 7.45 7.41 60 Bidbury Mead Recreation Ground PO9 3PT 3 3 908 108 1016 1870 2094 78 234 48.56 5.16 26.86 782 Bidbury Mead Recreation Ground PO9 3PT 5 3 1901 2102 4003 1870 2094 78 234 101.66 100.38 101.02 3769 Cowplain Recreation Ground PO8 8EH 1 3 170 175 345 1870 2094 78 234 9.09 8.36 8.72 111 Cowplain Recreation Ground PO8 8EH 3 3 824 922 1746 1870 2094 78 234 44.06 44.03 44.05 1512 Cowplain Recreation Ground PO8 8EH 5 3 1629 1851 3480 1870 2094 78 234 87.11 88.40 87.75 3246 Front Lawn Recreation Ground PO9 5AN 1 3 155 235 390 1870 2094 78 234 8.29 11.22 9.76 156 Front Lawn Recreation Ground PO9 5AN 3 3 748 905 1653 1870 2094 78 234 40.00 43.22 41.61 1419 Front Lawn Recreation Ground PO9 5AN 5 3 1797 3404 2009 1870 2094 78 234 96.10 162.56 129.33 1775 Hayling Park PO11 0HB 1 3 135 135 270 1870 2094 78 234 7.22 6.45 6.83 36 Hayling Park PO11 0HB 3 3 287 284 571 1870 2094 78 234 15.35 13.56 14.46 337 Hayling Park PO11 0HB 5 3 780 831 1611 1870 2094 78 234 41.71 39.68 40.70 1377 In addition to the general insight research stated above the LTA have worked closely with Sport England to use the market segmentation data (generated by annual active people survey) to understand a more local view of demand for tennis. This data is drawn down to the local authority level and mapped in a radius of the postcode of that facility. The calculations determine if there are enough courts available to meet the demand for public use of tennis. A positive number (green) highlights not enough court capacity to meet demand for tennis. This is calculated using the number of court hours available at peak times (late afternoon, evenings and weekends) multiplied by the number of courts available at the sites. Operational Models – Options As part of the LTA’s work with local authorities, we have encouraged and supported an operating options appraisal at an early project stage to understand what is the best solution to the administration of the courts. The needs of the Local Authority sit firmly in the centre of this process Four clear models have currently been tested; New Club/CITC Leisure Lone Workforce/ outreach Operator Operator Local Authority Operational Critical Success Factors Clear Data method of Collection access Technology Success Courts Online Presence Programme Ring- Online fenced Booking sinking fund System Customer Service Online Lead Presence Generation Mechanism Brand PEOPLE ClubSpark – A new spin on venue management Use of Access Technology • Person applies and pays online – sold per household £34 • Operator activates blank key or card via own computer • Collected or posted to customer • Key / Card will open gate – gate is self closing • Unlimited Tennis valid for one year from date of purchase • Clubspark (LTA CRM System) bookings /communication Visit Swindon Community Tennis to see in action • 12 sites in South West use this technology Moving from free to charged model.? • People happy to pay if facility and customer journey is good • Affordable pricing – per household per annum • Principal is to generate income to resurface courts in future • Alleviate future need for council to invest in courts • Safeguard facilities for the long term • 12 Sites up and running using this model in South West Region • Best to move from free to charged model when work is done to courts Bournemouth Parks Bournemouth Parks, Dorset • Shelley Park (3 courts) opened in 2011 – 300 fobs in Year 1 • Winton (6 Courts), Swanmore (8 Courts) – added in late 2013 • Redhill Park (3 Courts) added in 2015 • All in ‘residential area’ parks • Park Sites combined – 1000 Fobs sold, 2000 live in a household with a Fob. • Court Occupancy peaks in Summer, dips in winter. • Operated by a local tennis club who have paid staff. • Outsourced management, maintenance responsibility (10 Year). Facility Condition Audit – Part 1 Hayling Island Courts need a clean and paint and root damage repaired – 3 Courts around £15k. A full resurface of courts would cost around £35k Jubilee Park The courts need to be resurfaced in 2-3 years time at an approximate cost of £35 - £40k Emsworth Rec No work needed – courts in good condition Purbrook Heath The courts need resurfacing at an approximate cost of £35 - £40k Facility Condition Audit – Part 2 Havant Town The courts are currently non – porous macadam. To convert Centre to porous macadam (preferred surface) would cost around £60-£70k Bidbury Rec The courts need to be resurfaced at an approximate cost of Ground £35 - £40k Cowplain Rec The courts are in reasonable condition and could be fully Ground cleaned and repainted for cost of around £6k. We recommend installing a path to the car park at approximately £5k. Front Lawn Rec LTA is aware of project and supportive of principal. We would Ground consider investing as part of a Borough wide approach Options Appraisal – Initial Thinking A pilot in Hayling Island? • We would like to trial a project on Hayling this summer • Strong Community Group – who could operate technology • Self contained location, no competition for tennis • Small Capital Investment needed (£15k approx.) • We can fund technology / marketing (£10k approx.) • Gives us data and knowledge before looking at other sites Recommendations / Next Steps • Progress pilot project at Hayling • Expand options appraisal work / discussions • Investigate a pilot in Emsworth shorter term • Use the information from pilot work to. • ..form a strategic plan / vision for all sites in Havant. • Work up projects and measure the success.