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Healthier Together Center Study
PORT TOWNSEND, WA *
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Market Analysis
Ballard*King & Associates (B*K) has completed a market analysis for a possible new Healthier
Together Center to be located in Port Townsend, Washington.
Demographics
The following is a summary of the demographic characteristics for geographic areas around
Port Townsend, Washington. The Primary Area is approximately 88 square miles and
extends south past Chimacum. The Secondary Service Area includes the same area but
extends south to Hood Canal and east past Port Ludlow.
B*K accesses demographic information from Environmental Systems Research Institute
(ESRI) who utilizes 2020 Census data and their demographers for 2022-2027 projections. In
addition to demographics, ESRI also provides data on housings, recreation, and
entertainment spending and adult participation in activities. B*K also uses information
produced by the National Sporting Goods Association (NSGA) to overlay onto the
demographic profile to determine potential participation in various activities.
Service Areas: The information provided includes basic demographic data for the Primary
and Secondary Service Areas with comparison data for the State of Washington and the
United States.
Primary Service Areas are defined as the distance people will travel on a regular basis (a
minimum of once a week) to utilize recreation programs and facilities. Use by individuals
outside of this area will be more limited and will focus more on special activities or events.
Service areas can flex or contract based upon a facility’s proximity to major thoroughfares.
Other factors impacting the use as it relates to driving distance are the presence of alternative
service providers in the service area. Alternative service providers can influence participation,
membership, daily admissions and the associated penetration rates for programs and
services.
Service areas can vary in size with the types of components in the facility.
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Service Area Maps
The following maps identify the service areas for the center.
Primary Service Area Map
• Red Boundary – Primary Service Area
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Secondary Service Area Map
• Green Boundary – Secondary Service Area
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Infographic Primary Service Area
• Household by Income comparison uses the Primary Service Area and compares it to
Jefferson County.
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Demographic Summary
Primary
Service Area
Secondary
Service Area
Population:
2020 Census 21,0811 30,4422
2022 Estimate 21,551 30,982
2027 Estimate 22,200 31,784
Households:
2020 Census 10,207 14,669
2022 Estimate 10,422 14,943
2027 Estimate 10,740 15,346
Families:
2020 Census 5,590 8,541
2022 Estimate 5,771 8,717
2027 Estimate 5,955 8,959
Average Household Size:
2020 Census 2.04 2.05
2022 Estimate 2.04 2.05
2027 Estimate 2.04 2.05
Ethnicity (2022 Estimate):
Hispanic 4.1% 4.0%
White 86.8% 87.1%
Black 0.5% 0.5%
American Indian 1.2% 1.1%
Asian 1.5% 1.6%
Pacific Islander 0.2% 0.2%
Other 1.6% 1.6%
Multiple 8.2% 7.9%
Median Age:
2020 Census 55.0 56.2
2022 Estimate 57.3 58.6
2027 Estimate 58.3 60.0
Median Income:
2022 Estimate $65,175 $66,186
2027 Estimate $77,762 $78,072
1 From the 2010-2020 Census, the Primary Service Area experienced a 1.07% increase in population.
2 From the 2010-2020 Census, the Secondary Service Area experienced a 1.06% increase in population.
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PORT TOWNSEND, WA *
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Age and Income: The median age and household income levels are compared with the
national number as both of these factors are primary determiners of participation in recreation
activities. The lower the median age, the higher the participation rates are for most activities.
The level of participation also increases as the median income level goes up.
Table A – Median Age:
2020 Census 2022 Projection 2027 Projection
Primary Service Area 53.0 57.3 58.3
Secondary Service Area 54.2 58.6 60.0
State of Washington 37.2 39.0 39.7
Nationally 38.6 38.9 39.6
Chart A – Median Age:
The median age in the Primary and Secondary Service Areas is much higher than the State
of Washington and the National number (+ over 15 years). A lower median age typically points
to the presence of families with children. A higher median age often reflects an older
community with a high number of retirees.
25
30
35
40
45
50
55
60
65
2020 2022 2027
Primary Service Area Secondary Service Area State of Washington National
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Households with Children: The following chart provides the number of households and
percentage of households in the Primary and Secondary Service Area with children.
Table B – Households w/ Children
Number of Households
w/ Children
Percentage of
Households w/
Children
Primary Service Area 1,584 15.7%
Secondary Service Area 2,247 15.6%
State of Washington 30.4%
The information contained in Table B indicates a low number of families with children. As a
point of comparison in the 2020 Census, 30.7% of households nationally had children present.
Both the primary and secondary service areas reflect about half the state and national level
of households with children.
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Median Age by Census Tract Map
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Table C – Median Household Income:
2022 Projection 2027 Projection
Primary Service Area $65,175 $77,762
Secondary Service Area $66,186 $78,072
State of Washington $88,312 $106,259
Nationally $72,414 $84,445
Chart B – Median Household Income:
Based on 2022 projections for median household income the following narrative describes
the service areas:
In the Primary Service Area, the percentage of households with median income over $50,000
per year is 62.1% compared to 61.6% on a national level. Furthermore, the percentage of the
households in the service area with median income less than $25,000 per year is 17.3%
compared to a level of 18.0% nationally.
In the Secondary Service Area, the percentage of households with median income over
$50,000 per year is 62.6% compared to 61.6% on a national level. Furthermore, the
percentage of the households in the service area with median income less than $25,000 per
year is 17.7% compared to a level of 18.0% nationally.
$20,000
$30,000
$40,000
$50,000
$60,000
$70,000
$80,000
$90,000
$100,000
$110,000
$120,000
2022 2027
Primary Service Area Secondary Service Area State of Washington National
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While there is no perfect indicator of use of a recreation facility, the percentage of households
with more than $50,000 median income is a key indicator. Therefore, those numbers are
significant and balanced with the overall cost of living.
Chart C – Median Household Income Distribution
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Primary Service
Area
Secondary Service
Area
State of
Washington
National
17.3%17.7%11.7%15.8%
20.6%19.7%
14.8%18.6%
62.1%62.6%73.5%65.6%
<$24,999 $25,000-$49,999 $50,000+
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Household Income by Census Tract Map
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Household Budget Expenditures: In addition to taking a look at Median Age and Median
Income, it is important to examine Household Budget Expenditures. In particular, reviewing
housing information, shelter, utilities, fuel and public services along with entertainment &
recreation can provide a snapshot into the cost of living and spending patterns in the services
areas. The table below looks at that information and compares the service areas.
Table D – Household Budget Expenditures3
Primary Service Area SPI Average Amount Spent Percent
Housing 96 $27,549.88 31.5%
Shelter 96 $21,932.21 25.0%
Utilities, Fuel, Public Service 99 $5,617.67 6.4%
Entertainment & Recreation 100 $3,658.38 4.2%
Secondary Service Area SPI Average Amount Spent Percent
Housing 96 $27,335.51 31.3%
Shelter 95 $21,748.60 24.9%
Utilities, Fuel, Public Service 99 $5,586.91 6.4%
Entertainment & Recreation 99 $3,647.79 4.2%
State of Washington SPI Average Amount Spent Percent
Housing 119 $34,023.85 32.0%
Shelter 120 $27,427.54 25.8%
Utilities, Fuel, Public Service 117 $6,596.30 6.2%
Entertainment & Recreation 118 $4,319.39 4.1%
SPI: Spending Potential Index as compared to the National number of 100.
Average Amount Spent: The average amount spent per household.
Percent: Percent of the total 100% of household expenditures.
Note: Shelter along with Utilities, Fuel, Public Service are a portion of the Housing percentage.
3 Consumer Spending data are derived from the 2018 and 2019 Consumer Expenditure Surveys, Bureau of Labor
Statistics. ESRI forecasts for 2022 and 2027.
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Chart D – Household Budget Expenditures Spending Potential Index:
The correlation between the median household income and household budget expenditures
is important. The percentage of household income in the primary service area represents a
10% decrease from the national level. Additionally, the household budget expenditures are
1-4% below the national level.
The total number of housing units in the Primary Service Area is 11,605 and 88.0% are
occupied, or 10,207 housing units. The total vacancy rate for the service area is 13%. As a
comparison, the vacancy rate nationally is 11.6%. Of the available units:
• For Rent 0.6%
• Rented, not Occupied 0.0%
• For Sale 0.1%
• Sold, not Occupied 0.8%
• For Seasonal Use 6.1%
• Other Vacant 5.2%
The total number of housing units in the Secondary Service Area is 17,200 and 85.3% are
occupied, or 14,669 housing units. The total vacancy rate for the service area is 16%. As a
comparison, the vacancy rate nationally was 11.6%. Of the available units:
• For Rent 0.4%
• Rented, not Occupied 0.1%
• For Sale 0.1%
• Sold, not Occupied 0.9%
• For Seasonal Use 7.7%
• Other Vacant 6.4%
60
70
80
90
100
110
120
130
Housing Shelter Utilities, Fuel, Public
Service
Entertainment &
RecreationSpending Potential IndexPrimary Service Area Secondary Service Area State of Pennsylvania National
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Recreation Expenditures Spending Potential Index: Finally, through ESRI, it is possible
to examine the overall propensity for households to spend dollars on recreation activities. The
following comparisons are possible.
Table E – Recreation Expenditures Spending Potential Index4:
Primary Service Area SPI Average Spent
Fees for Participant Sports 98 $128.03
Fees for Recreational Lessons 89 $142.90
Social, Recreation, Club Membership 95 $267.00
Exercise Equipment/Game Tables 95 $59.39
Other Sports Equipment 99 $7.98
Secondary Service Area SPI Average Spent
Fees for Participant Sports 101 $131.95
Fees for Recreational Lessons 88 $140.18
Social, Recreation, Club Membership 95 $268.09
Exercise Equipment/Game Tables 94 $59.13
Other Sports Equipment 102 $8.24
State of Washington SPI Average Spent
Fees for Participant Sports 120 $157.11
Fees for Recreational Lessons 119 $190.91
Social, Recreation, Club Membership 120 $339.14
Exercise Equipment/Game Tables 119 $74.74
Other Sports Equipment 120 $9.67
Average Amount Spent: The average amount spent for the service or item in a year.
SPI: Spending potential index as compared to the national number of 100.
4 Consumer Spending data are derived from the 2018 and 2019 Consumer Expenditure Surveys, Bureau of Labor Statistics.
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Chart E – Recreation Spending Potential Index:
Despite the lower median household level, the recreation spending potential is not significantly
lower than the national number of 100. This indicates that residents of the two service areas
value recreation activities and are willing to potentially spend more for these purposes.
60
70
80
90
100
110
120
130
140
150
Participant
Sports
Rec Lessons Social, Rec, Club
Member
Exercise Equip Other Sports
EquipSpending Potential IndexPrimary Service Area Secondary Service Area State of Washington National
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Recreation Spending Potential Index by Census Tract Map
Healthier Together Center Study
PORT TOWNSEND, WA *
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Population Distribution by Age: Utilizing census information for the Primary and
Secondary Service Areas, the following comparisons are possible.
Table F – 2022 Primary Service Area Age Distribution
(ESRI estimates)
Ages Population % of Total Nat.
Population
Difference
0-5 720 3.3% 5.8% -2.5%
5-17 2,193 10.2% 15.9% -5.7%
18-24 1,008 4.7% 9.2% -4.5%
25-44 3,704 17.2% 26.8% -9.6%
45-54 2,336 10.8% 12.0% -1.2%
55-64 4,147 19.3% 12.8% 6.5%
65-74 4,608 21.4% 10.2% 11.2%
75+ 2,834 13.2% 7.2% 6.0%
Population: 2022 census estimates in the different age groups in the Primary Service Area.
% of Total: Percentage of the Primary Service Area population in the age group.
National Population: Percentage of the national population in the age group.
Difference: Percentage difference between the Primary Service Area population and the national
population.
Chart F – 2022 Primary Service Area Age Group Distribution
The demographic makeup of the Primary Service Area, when compared to the characteristics
of the national population, indicates that there are some differences with a larger population
in the 55-64, 65-74 and 75+ age groups and a smaller population in the 0-5, 6-17, 18-24, 25-
44, and 45-54 age groups. The greatest positive variance is in the 65-74 age group with
+11.2%, while the greatest negative variance is in the 25-44 age group with -9.6%.
0.0%
5.0%
10.0%
15.0%
20.0%
25.0%
30.0%
-5 6-17 18-24 25-44 45-54 55-64 65-74 75+Percentage of PopulationPrimary Service Area National
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Table G – 2022 Secondary Service Area Age Distribution
(ESRI estimates)
Ages Population % of Total Nat.
Population
Difference
0-5 953 3.1% 5.8% -2.7%
5-17 2,982 9.6% 15.9% -6.3%
18-24 1,369 4.4% 9.2% -4.8%
25-44 5,033 16.2% 26.8% -10.6%
45-54 3,286 10.6% 12.0% -1.4%
55-64 6,041 19.5% 12.8% +6.7%
65-74 6,982 22.5% 10.2% +12.3%
75+ 4,336 14.0% 7.2% +6.8%
Population: 2022 census estimates in the different age groups in the Secondary Service Area.
% of Total: Percentage of the Secondary Service Area population in the age group.
National Population: Percentage of the national population in the age group.
Difference: Percentage difference between the Secondary Service Area population and the
national population.
Chart G – 2022 Secondary Service Area Age Group Distribution
The demographic makeup of the Secondary Service Area, when compared to the
characteristics of the national population, indicates that there are some differences with a
larger population in the 55-64, 65-74 and 75+ age groups and a smaller population in the 0-
5, 6-17, 18-24, 25-44 and 45-54 age groups. The greatest positive variance is in the 65-74
age group with +12.3%, while the greatest negative variance is in the 25-44 age group with a
-10.6%.
0.0%
5.0%
10.0%
15.0%
20.0%
25.0%
30.0%
-5 6-17 18-24 25-44 45-54 55-64 65-74 75+Percentage of PopulationSecondary Service Area National
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Table H – 2022 Primary Service Area Age Distribution Over Time
(U.S. Census Information and ESRI)
Ages 2020
Census
2022
Projection
2027
Projection
Percent
Change
Percent
Change
Nat’l
-5 827 720 727 -12.1% -8.3%
5-17 2,496 2,193 2,260 -9.5% -8.5%
18-24 1,111 1,008 956 -14.0% -8.9%
25-44 3,620 3,704 3,780 +4.4% +3.3%
45-54 3,217 2,336 2,334 -27.4% -17.8%
55-64 4,577 4,147 3,599 -21.4% +2.5%
65-74 3,075 4,608 4,854 +57.9% +58.2%
75+ 2,150 2,834 3,688 +71.5% +46.3%
Chart H – Primary Service Area Age Distribution Over Time
Table-H illustrates the growth or decline in age group numbers from the 2020 census until the
year 2027. It is projected age categories 25-44, 65-74 and 75+ will see an increase in
population. The population of the United States as a whole is aging, and it is not unusual to
find negative growth numbers in the younger age groups and significant net gains in the 45
plus age groupings in communities which are relatively stable in their population numbers.
-500
500
1500
2500
3500
4500
5500
-5 6-17 18-24 25-44 45-54 55-64 65-74 75+Population2020 2022 2027
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Table I – 2022 Secondary Service Area Age Distribution Over Time
(U.S. Census Information and ESRI)
Ages 2020
Census
2022
Projection
2027
Projection
Percent
Change
Percent
Change
Nat’l
-5 1,111 953 961 -13.5% -8.3%
5-17 3,479 2,982 3,045 -12.5% -8.5%
18-24 1,519 1,369 1,258 -17.2% -8.9%
25-44 4,983 5,033 5,125 +2.8% +3.3%
45-54 4,560 3,286 3,252 -28.7% -17.8%
55-64 6,673 6,041 5,277 -20.9% +2.5%
65-74 4,898 6,982 7,202 +47.0% +58.2%
75+ 3,221 4,336 5,663 +75.8% +46.3%
Chart I – Secondary Service Area Age Distribution Over Time
Table-I illustrates the growth or decline in age group numbers from the 2020 census until the
year 2027. It is projected age categories 25-44, 65-74 and 75+ will see an increase in
population. The population of the United States as a whole is aging, and it is not unusual to
find negative growth numbers in the younger age groups and significant net gains in the 45
plus age groupings in communities which are relatively stable in their population numbers.
0
1,000
2,000
3,000
4,000
5,000
6,000
7,000
8,000
-5 6-17 18-24 25-44 45-54 55-64 65-74 75+Population2020 2022 2027
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Ethnicity and Race: Below is listed the distribution of the population by ethnicity and race
for the Primary and Secondary Service Areas for 2022 population projections. These
numbers were developed from 2020 Census Data.
Table J – Primary Service Area Ethnic Population and Median Age 2022
(Source – U.S. Census Bureau and ESRI)
Ethnicity Total
Population
Median Age % of
Population
% of WA
Population
Hispanic 876 33.4 23.6% 13.8%
Table K – Primary Service Area by Race and Median Age 2022
(Source – U.S. Census Bureau and ESRI)
Race Total
Population
Median Age % of
Population
% of WA
Population
White 18,706 59.1 86.8% 66.0%
Black 110 41.6 0.51% 4.0%
American Indian 251 52.1 1.16% 1.6%
Asian 331 49.6 1.54% 9.7%
Pacific Islander 36 37.5 0.17% 0.9%
Other 349 38.3 1.62% 6.8%
Multiple 1,768 32.6 8.20% 11.1%
2022 Primary Service Area Total Population: 21,551 Residents
Chart J – 2022 Primary Service Area Population by Non-White Race
0.51%
1.16%
1.54%
0.17%
1.62%8.20%
Black
American Indian
Asian
Pacific Islander
Other
Multiple
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Table L – Secondary Service Area Ethnic Population and Median Age 2022
(Source – U.S. Census Bureau and ESRI)
Ethnicity Total
Population
Median Age % of
Population
% of WA
Population
Hispanic 1,225 34.9 3.95% 13.8%
Table M – Secondary Service Area by Race and Median Age 2022
(Source – U.S. Census Bureau and ESRI)
Race Total
Population
Median Age % of
Population
% of WA
Population
White 26,998 60.2 87.14% 66.0%
Black 150 43.1 0.48% 4.0%
American Indian 340 53.5 1.10% 1.6%
Asian 481 54.0 1.55% 9.7%
Pacific Islander 48 47.5 0.15% 0.9%
Other 507 39.9 1.64% 6.8%
Multiple 2,457 34.1 7.93% 11.1%
2022 Secondary Service Area Total Population: 30,982 Residents
Chart K – 2022 Secondary Service Area Population by Non-White Race
0.48%
1.10%
1.55%
0.15%
1.64%7.93%
Black
American Indian
Asian
Pacific Islander
Other
Multiple
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Tapestry Segmentation
Tapestry segmentation represents the 4th generation of market segmentation systems that
began 30 years ago. The 65-segment Tapestry Segmentation system classifies U.S.
neighborhoods based on their socioeconomic and demographic compositions. While the
demographic landscape of the U.S. has changed significantly since the 2000 Census, the
tapestry segmentation has remained stable as neighborhoods have evolved.
The following tables outline the top 5 tapestry segments in each of the service areas and
provide a brief description of each. This information combined with the key indicators and
demographic analysis of each service area help further describe the markets that the Primary
and Secondary Service Area looks to serve with programs and services.
For comparison purposes the following are the top 10 Tapestry segments, along with
percentage in the United States:
1. Green Acres (6A) 3.2%
2. Southern Satellites (10A) 3.1%
3. Savvy Suburbanites (1D) 3.0%
4. Soccer Moms (4A) 2.9%
5. Middleburg (4C) 2.9%
15.1%
6. Salt of the Earth (6B) 2.9%
7. Up and Coming Families (7A) 2.5%
8. Midlife Constants (5E) 2.5%
9. Comfortable Empty Nesters (5A) 2.4%
10. Old and Newcomers (8F) 2.3%
12.6%
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Table N – Primary Service Area Tapestry Segment Comparison
(ESRI estimates)
Primary Service Area Demographics
Percent
Cumulative
Percent
Median
Age
Median HH
Income
The Great Outdoors (6C) 29.4% 29.4% 47.4 56,400
Golden Years (9B) 15.9% 45.3% 52.3 71,700
Midlife Constants (5E) 14.5% 59.8% 47.0 53,200
Silver & Gold (9A) 12.5% 72.3% 63.2 72,100
Rural Resort Dwellers (6E) 12.2% 84.5% 54.1 50,400
Chart L – Primary Service Area Tapestry Segment Entertainment Spending:
The Great Outdoors (6C) – Living a modest lifestyle, these empty nesters are very do-it-
yourself oriented and cost conscious. Enjoy outdoor activities such as hiking and hunting.
Golden Years (9B) – Independent and active seniors. Some still working to allow them to
pursue leisure interests such as travel, sports, dining out, museums and concerts. Involved
and physically fit.
0
20
40
60
80
100
120
140
160
180
The Great
Outdoors (6C)
Golden Years
(9B)
Midlife Constants
(5E)
Silver & Gold
(9A)
Rural Resort
Dwellers (6E)
Tapestry National
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Midlife Constants (5E) – Seniors at or approaching retirement. Although they are generous,
they are attentive to price. Prefer outdoor activities and contributing to the arts/service
organizations.
Silver & Gold (9A) – The second oldest Tapestry segment although over half are still earning
wages or salaries. Have free time and resources to pursue their interests, which are home
remodeling, participating in clubs and playing golf. They enjoy classical music performances
and are avid readers.
Rural Resort Dwellers (6E) – This group is centered around resort areas. Retirement is near
but many postpone to maintain their lifestyle. Passionate about their hobbies, hunting, and
fishing.
Table O – Secondary Service Area Tapestry Segment Comparison
(ESRI estimates)
Secondary Service Area Demographics
Percent
Cumulativ
e Percent
Median
Age
Median HH
Income
The Great Outdoors (6C) 28.5% 28.5% 47.4 56,400
Silver & Gold (9A) 27.0% 55.5% 63.2 72,100
Rural Resort Dwellers (6E) 12.5% 68.0% 54.1 50,400
Golden Years (9B) 11.1% 79.1% 52.3 71,700
Midlife Constants (5E) 10.1% 89.2% 47.0 53,200
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Chart M – Secondary Service Area Tapestry Segment Entertainment Spending:
The Great Outdoors (6C) – Living a modest lifestyle, these empty nesters are very do-it-
yourself oriented and cost conscious. Enjoy outdoor activities such as hiking and hunting.
Silver & Gold (9A) – The second oldest Tapestry segment although over half are still earning
wages or salaries. Have free time and resources to pursue their interests, which are home
remodeling, participating in clubs and playing golf. They enjoy classical music performances
and are avid readers.
Rural Resort Dwellers (6E) – This group is centered around resort areas. Retirement is near
but many postpone to maintain their lifestyle. Passionate about their hobbies, hunting, and
fishing.
Golden Years (9B) – Independent and active seniors. Some still working to allow them to
pursue leisure interests such as travel, sports, dining out, museums and concerts. Involved
and physically fit.
Midlife Constants (5E) – Seniors at or approaching retirement. Although they are generous,
they are attentive to price. Prefer outdoor activities and contributing to the arts/service
organizations.
-10
10
30
50
70
90
110
130
150
The Great
Outdoors (6C)
Silver & Gold
(9A)
Rural Resort
Dwellers (6E)
Golden Years
(9B)
Midlife Constants
(5E)
Tapestry National
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Demographic Summary
The following summarizes the demographic characteristics of the service areas.
• The population level of 21,551 people within the Primary Service Area is only adequate
to support an indoor aquatic/recreation facility. However, adding another 9,000 plus
people in the Secondary Service Area will help.
• The population in the primary service area is projected to be relatively stable over the
next five years, with a 3% increase in the population level to 22,200 in 2027. The
Secondary Service Area will also see an increase of 3% in the population level to
31,784 in 2027.
• The median age in the Primary and Secondary Service Areas is much higher than the
State of Washington and the National number (+ over 15 years). A lower median age
typically points to the presence of families with children. A higher median age typically
reflects a community with a large number of retirees.
• The demographic makeup of the Primary Service Area, when compared to the
characteristics of the national population, indicates that there are some differences with
a larger population in the 55-64, 65-74 and 75+ age groups and a smaller population
in the 0-5, 6-17, 18-24, 25-44, and 45-54 age groups. The Secondary Service Area is
similar.
• The under 5 through 25-44 age groups are projected to decline in both the Primary and
Secondary Service areas by 3%-10% in 2027. This is of note as it may reflect a
reduction in youth to participate in recreation options in coming years. Conversely the
65-75+ age groups are expected to increase in both the primary and secondary service
areas from 58%-75% by 2027. This growth may represent opportunities or need for
increased senior programming.
• Household income in the Primary Service Area is significantly lower than the state level
(by more than $20,000) and the national level (about -10%). In the Primary and
Secondary Service Areas, the percentage of households with median income over
$50,000 per year is similar to the national level (61.6%), with 62.1% and 62.6%
respectively. Furthermore, the percentage of households in the primary and secondary
service areas with median income less than $25,000 per year is 17.3%-17.7%
compared to a level of 18% nationally. This indicates a local population that should
have the ability to utilize discretionary income for recreation activities. Household
income is another one of the primary determining factors that drives participation in
recreation and sports.
• There is very little cultural diversity in the Primary or Secondary Service Area.
• The tapestry segments indicate an older, but active population.
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Market Potential Index for Adult Participation: In addition to examining demographic
characteristics, ESRI provides information about Sports & Leisure Market Potential. The
following information illustrates participation rates for adults in a variety of activities.
Table P – Market Potential Index (MPI) for Participation in Activities in Primary Service
Area
Adults participated in: Expected
Number of
Adults
Percent of
Population
MPI
Aerobics 1,377 7.4% 88
Basketball 794 4.3% 63
Exercise Walking 6,749 36.2% 116
Running/Jogging 1,627 8.7% 78
Pilates 564 3.0% 97
Swimming 3,008 16.1% 103
Volleyball 410 2.2% 84
Weight Lifting 2,167 11.6% 92
Yoga 1,625 8.7% 84
Zumba 436 2.3% 72
Expected # of Adults: Number of adults, 18 years of age and older, participating in the activity in the Primary
Service Area.
Percent of Population: Percent of the service area that participates in the activity.
MPI: Market potential index as compared to the national number of 100.
This table indicates that the overall propensity for adults to participate in activities is lower
than the national number of 100.
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Table Q – Market Potential Index (MPI) for Participation in Activities in Secondary
Service Area
Adults participated in: Expected
Number of
Adults
Percent of
Population
MPI
Aerobics 1,971 7.3% 87
Basketball 1,130 4.2% 62
Exercise Walking 10,319 38.2% 122
Running/Jogging 2,206 8.2% 73
Pilates 866 3.2% 102
Swimming 4,447 16.4% 105
Volleyball 572 2.1% 80
Weight Lifting 3,163 11.7% 93
Yoga 2,275 8.4% 81
Zumba 589 2.2% 67
Expected # of Adults: Number of adults, 18 years of age and older, participating in the activity in the Service
Area.
Percent of Population: Percent of the service area that participates in the activity.
MPI: Market potential index as compared to the national number of 100.
This table indicates that the overall propensity for adults to participate in activities is lower
than the national number of 100.
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Physical Activity Analysis: ESRI also provides input on how often and where adults
participate in physical activity.
Table R – Physical Activity in Primary Service Area
Activity Somewhat Agree Completely Agree
Exercise Regularly 39.1% 31.2%
More Fit and Active Than Others My Age 41.0% 20.7%
Seek New Exercise Routines 39.4% 10.0%
Seek New Ways to be More Healthy 39.4% 27.4%
ESRI measures the likely demand for service in the area. Exercise is defined by the user in the survey.
Hours of Exercise Per Week Percent of Population MPI
1-3 hours 23.6% 98
4-6 hours 21.7% 100
7+ hours 25.1% 108
Exercise Location 2+ Times Per
Week
Percent of Population MPI
Home 42.8% 106
Club 12.2% 89
Other Facility (Not Club) 7.3% 92
Fitness Club/Gym Membership Percent of Population MPI
LA Fitness 1.3% 64
Planet Fitness 4.1% 84
YMCA 3.0% 101
Self Care Percent of Population MPI
Visited Physical Therapist 7.0% 124
Professional Massage 5.7% 85
Survey Data is derived from ESRI and MRI-Simmons and provides the expected percentage of population and the Market Potential Index.
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Table S – Physical Activity in Secondary Service Area
Activity Somewhat Agree Completely Agree
Exercise Regularly 38.8% 32.3%
More Fit and Active Than Others My Age 41.3% 21.1%
Seek New Exercise Routines 38.7% 9.7%
Seek New Ways to be More Healthy 51.0% 27.9%
ESRI measures the likely demand for service in the area. Exercise is defined by the user in the survey.
Hours of Exercise Per Week Percent of Population MPI
1-3 hours 23.4% 97
4-6 hours 21.9% 101
7+ hours 26.5% 114
Exercise Location 2+ Times Per
Week
Percent of Population MPI
Home 43.2% 107
Club 13.2% 96
Other Facility (Not Club) 7.4% 93
Fitness Club/Gym Membership Percent of Population MPI
LA Fitness 1.3% 64
Planet Fitness 3.8% 79
YMCA 2.8% 96
Self Care Percent of Population MPI
Visited Physical Therapist 7.3% 128
Professional Massage 5.8% 86
Survey Data is derived from ESRI and MRI-Simmons and provides the expected percentage of population and the Market Potential Index.
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Recreation Participation, Trends & Providers
In addition to analyzing the demographic realities of the service areas, it is possible to project
possible participation in recreation and sport activities.
Participation Numbers: On an annual basis, the National Sporting Goods Association
(NSGA) conducts an in-depth study and survey of how Americans spend their leisure time.
The data is collected in one year and the report is issued in June of the following year. This
information provides the data necessary to overlay rate of participation onto the Immediate,
Primary and Secondary Area to determine market potential.
The information contained in this section of the report, utilizes the NSGA’s 2019 & 2021 data.
The COVID-19 Pandemic had a significant impact on participation on sports and activities.
Many indoor facilities were closed for a substantial part of the year, team sports and leagues
did not operate and individuals sought different ways to fill their time. As a result, participation
from 2020 to 2021 varied widely in nearly all activities tracked. Many of the activities bounced
back from the 2020 participation, however not all have. Some of this may be a trend while
some of it is still a reflection on reduced offerings by departments.
B*K takes the national average and combines that with participation percentages of the
Immediate, Primary and Secondary Area based upon age distribution, median income, region
and National number. Those four percentages are then averaged together to create a unique
participation percentage for the service area. This participation percentage when applied to
the population of the Immediate, Primary and Secondary Service Area then provides an idea
of the market potential for outdoor recreation.
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Table A – Participation Rates in the Primary Service Area
Age Income Region Nation Average
Aerobics 16.8% 18.4% 18.5% 15.8% 17.4%
Basketball 4.9% 8.6% 5.3% 7.5% 6.6%
Cheerleading 0.6% 1.0% 0.8% 1.0% 0.8%
Exercise Walking 47.7% 44.1% 42.0% 41.4% 43.8%
Exercise w/ Equipment 20.1% 21.8% 16.7% 18.9% 19.4%
Gymnastics 1.1% 1.7% 1.6% 1.7% 1.5%
Martial Arts/MMA 1.1% 1.6% 1.3% 1.7% 1.4%
Pickleball 1.1% 0.8% 1.1% 1.2% 1.1%
Pilates 1.7% 1.5% 2.4% 1.9% 1.9%
Running/Jogging 11.8% 16.8% 16.4% 14.9% 15.0%
Swimming 14.8% 15.5% 12.8% 15.6% 14.7%
Volleyball 2.5% 3.6% 3.1% 3.6% 3.2%
Weight Lifting 11.5% 13.1% 12.6% 12.4% 12.4%
Workout at Clubs 7.6% 9.3% 7.4% 8.1% 8.1%
Wrestling 0.6% 0.9% 0.9% 1.0% 0.9%
Yoga 8.8% 10.2% 10.3% 10.2% 9.9%
Did Not Participate 20.5% 20.4% 22.4% 20.6% 21.0%
Age: Participation based on individuals ages 7 & Up of the Primary Service Area.
Income: Participation based on the 2022 estimated median household income in the Primary
Service Area.
Region: Participation based on regional statistics (Mid-Atlantic).
National: Participation based on national statistics.
Average: Average of the four columns.
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Table B – Participation Rates in the Secondary Service Area
Age Income Region Nation Average
Aerobics 16.8% 18.4% 18.5% 15.8% 17.4%
Basketball 4.7% 8.6% 5.3% 7.5% 6.5%
Cheerleading 0.5% 1.0% 0.8% 1.0% 0.8%
Exercise Walking 48.2% 44.1% 42.0% 41.4% 43.9%
Exercise w/ Equipment 20.2% 22.3% 16.7% 18.9% 19.5%
Gymnastics 1.0% 1.7% 1.6% 1.7% 1.5%
Martial Arts/MMA 1.1% 1.6% 1.3% 1.7% 1.4%
Pickleball 1.1% 0.8% 1.1% 1.2% 1.0%
Pilates 1.7% 1.5% 2.4% 1.9% 1.9%
Running/Jogging 11.5% 16.8% 16.4% 14.9% 14.9%
Swimming 14.7% 15.5% 12.8% 15.6% 14.6%
Volleyball 2.4% 3.6% 3.1% 3.6% 3.2%
Weight Lifting 11.4% 13.1% 12.6% 12.4% 12.4%
Workout at Clubs 7.5% 9.3% 7.4% 8.1% 8.1%
Wrestling 0.6% 0.9% 0.9% 1.0% 0.8%
Yoga 8.7% 10.2% 10.3% 10.2% 9.8%
Did Not Participate 20.5% 20.4% 22.4% 20.6% 21.0%
Age: Participation based on individuals ages 7 & Up of the Secondary Service Area.
Income: Participation based on the 2022 estimated median household income in the Secondary
Service Area.
Region: Participation based on regional statistics (Mid-Atlantic).
National: Participation based on national statistics.
Average: Average of the four columns.
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Anticipated Participation Number: Utilizing the average percentage from Table A and B
above plus the 2020 census information and census estimates for 2022 and 2027 (over age
7) the following comparisons are available.
Table C – Participation Growth/Decline for Indoor Activities in Primary Service Area
Average 2020
Population
2022
Population
2027
Population Difference
Aerobics 17.4% 3,459 3,565 3,675 216
Basketball 6.6% 1,310 1,350 1,392 82
Cheerleading 0.8% 168 173 179 10
Exercise Walking 43.8% 8,723 8,989 9,267 544
Exercise w/ Equipment 19.4% 3,857 3,975 4,098 241
Gymnastics 1.5% 304 313 322 19
Martial Arts/MMA 1.4% 286 295 304 18
Pickleball 1.1% 209 216 222 13
Pilates 1.9% 375 386 398 23
Running/Jogging 15.0% 2,982 3,073 3,168 186
Swimming 14.7% 2,921 3,010 3,103 182
Volleyball 3.2% 636 656 676 40
Weight Lifting 12.4% 2,468 2,543 2,622 154
Workout at Clubs 8.1% 1,611 1,660 1,711 101
Wrestling 0.9% 170 176 181 11
Yoga 9.9% 1,968 2,028 2,090 123
Did Not Participate 21.0% 4,177 4,305 4,438 261
Note: These figures do not necessarily translate into attendance figures for various activities
or programs at a new center. The “Did Not Participate” statistics refers to all 58 activities
outlined in the NSGA 2021 Survey Instrument.
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Table D – Participation Growth or Decline for Indoor Activities in Secondary Service
Area
Average 2020
Population
2022
Population
2027
Population
Difference
Aerobics 17.4% 5,020 5,150 5,287 266
Basketball 6.5% 1,884 1,932 1,984 100
Cheerleading 0.8% 241 248 254 13
Exercise Walking 43.9% 12,685 13,013 13,358 673
Exercise w/ Equipment 19.5% 5,636 5,781 5,935 299
Gymnastics 1.5% 436 448 459 23
Martial Arts/MMA 1.4% 411 422 433 22
Pickleball 1.0% 303 311 319 16
Pilates 1.9% 542 556 571 29
Running/Jogging 14.9% 4,302 4,413 4,530 228
Swimming 14.6% 4,229 4,338 4,453 224
Volleyball 3.2% 915 939 964 49
Weight Lifting 12.4% 3,571 3,663 3,760 189
Workout at Clubs 8.1% 2,332 2,393 2,456 124
Wrestling 0.8% 245 251 258 13
Yoga 9.8% 2,843 2,917 2,994 151
Did Not Participate 21.0% 6,057 6,213 6,378 321
Note: These figures do not necessarily translate into attendance figures for various activities
or programs at a new center. The “Did Not Participate” statistics refers to all 58 activities
outlined in the NSGA 2022 Survey Instrument.
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National Summary of Sports Participation: The following chart summarizes
participation in sports activities utilizing information from the 2021 National Sporting Goods
Association survey.
Table E – Sports Participation Summary
Sport Nat’l
Rank5
Nat’l Participation (in millions)
Exercise Walking 1 125.0
Cardio Fitness 2 86.1
Strength Training 3 68.9
Exercising w/ Equipment 4 57.2
Hiking 5 48.8
Swimming 6 47.2
Running/Jogging 7 45.0
Bicycle Riding 8 42.8
Weight Lifting 9 37.5
Yoga 10 30.7
Fishing (fresh water) 11 29.5
Workout @ Club 13 24.6
Basketball 14 22.5
Golf 16 19.0
Target Shooting (live ammunition) 17 18.8
Hunting w/ Firearms 18 16.4
Boating (motor/power) 19 14.6
Soccer 20 14.5
Tennis 22 13.8
Kayaking 24 11.5
Baseball 26 11.3
Volleyball 27 10.8
Fishing (salt water) 29 9.6
Softball 30 9.3
Football (touch) 32 8.2
Canoeing 33 7.8
Hunting w/ Bow & Arrow 34 6.9
Football (tackle) 35 6.7
Mountain Biking (off road) 38 6.0
Football (flag) 41 5.4
Target Shooting (airgun) 43 5.1
Water Skiing 49 3.8
Pickleball 50 3.6
Nat’l Rank: Popularity of sport based on national survey.
Nat’l Participation: Population that participate in this sport on national survey.
5 This rank is based upon the 58 activities reported on by NSGA in their 2021 survey instrument.
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National Participation by Age Group: Within the NSGA survey, participation is broken down
by age groups. As such B*K can identify the top 3 age groups participating in the activities
reflected in this report.
Table F – Participation by Age Group:
Activity Largest Second Largest Third Largest
Aerobics 35-44 25-34 45-54
Basketball 12-17 25-34 18-24
Cheerleading 12-17 7-11 18-24
Exercise Walking 55-64 65-74 45-54
Exercise w/ Equipment 25-34 45-54 55-64
Gymnastics 7-11 12-17 25-34
Martial Arts MMA 7-11 25-34 12-17
Pickleball 12-17 65-74 18-24
Pilates 25-34 35-44 45-54
Running/Jogging 25-34 35-44 45-54
Swimming 55-64 12-17 7-11
Volleyball 12-17 25-34 18-24
Weight Lifting 25-34 45-54 35-44
Workout at Clubs 25-34 35-44 45-54
Wrestling 12-17 25-34 7-11
Yoga 25-34 35-44 45-54
Did Not Participate 45-54 55-64 65-74
Largest: Age group with the highest rate of participation.
Second Largest: Age group with the second highest rate of participation.
Third Largest: Age group with the third highest rate of participation.
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National Sports Participation Trends: Below are listed a number of sports activities and
the percentage of growth or decline that each has experienced nationally over the last ten
years (2012-2021).
Table G – National Activity Trend (in millions)
2012
Participation
2021
Participation
Percent
Change
Kayaking 7.2 11.5 +59.7%
Hunting w/ Bow & Arrow 5.1 6.9 +35.3%
Yoga 22.9 30.7 +34.1%
Skateboarding 5.4 6.7 +24.1%
Exercise Walking 102.1 125 +22.4%
Weight Lifting 31.1 37.5 +20.6%
Hiking 42.2 48.8 +15.6%
Running/Jogging 40 45 +12.5%
Wrestling 2.8 3.1 +10.7%
Mountain Biking (off road) 5.5 6 +9.1%
Bicycle Riding 39.3 42.8 +8.9%
Backpack/Wilderness Camping 11.7 12.4 +6.0%
Soccer 13.7 14.5 +5.8%
Water Skiing 3.6 3.8 +5.6%
Volleyball 10.3 10.8 +4.9%
Target Shooting (airgun) 4.9 5.1 +4.1%
Tennis 13.6 13.8 1.5%
Exercising w/ Equipment 57.7 57.2 -0.9%
Swimming 48.6 47.1 -3.1%
Fishing (fresh water) 30.8 29.5 -4.2%
Baseball 12.1 11.3 -6.6%
Golf 21.1 19 -10.0%
Fishing (salt water) 10.7 9.6 -10.3%
Softball 10.5 9.3 -11.4%
Football (touch) 9.3 8.2 -11.8%
Basketball 25.6 22.5 -12.1%
Target Shooting (live ammunition) 21.7 18.8 -13.4%
Boating (motor/power) 17 14.6 -14.1%
Football (tackle) 7.9 6.7 -15.2%
Hunting w/ Firearms 19.4 16.4 -15.5%
Football (flag) 6.7 5.4 -19.4%
Workout @ Club 35.2 24.6 -30.1%
2012 Participation: The number of participants per year in the activity (in millions) in the United States.
2021 Participation: The number of participants per year in the activity (in millions) in the United States.
Percent Change: The percent change in the level of participation from 2012 to 2021.
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Market Review
In addition to the demographic characteristics and sports participation trends, one of the
greatest impacts on the market for a possible Healthier Together Center in Port Townsend is
the presence of other similar providers in the area.
Within the greater market area there are a number of indoor aquatic, recreation and fitness
facilities to serve the population base.
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Public/Non-Profit Aquatic and Recreation Facilities
There are a number of indoor public/non-profit aquatic and recreation facilities in the area.
This includes full-service YMCA’s in Port Angeles, Sequim, and Silverdale (Hazelwood) and
the Mountain View Pool and Olympic Peninsula YMCA in Port Townsend. The William Shore
Memorial Pool in Port Angeles and the Bainbridge Island Aquatic Center are the public aquatic
centers. There are also two non-profit HOA facilities in the area as well. This is a significant
number of other similar facilities that are primarily located on the fringes of the market area.
1. William Shore Memorial Pool & YMCA of Port Angeles
2. YMCA of Sequim
3. Olympic Peninsula YMCA
4. Mountain View Pool
5. Kala Point Clubhouse & Pool
6. Port Ludlow Beach Club
7. Hazelwood Family YMCA
8. Bainbridge Island Aquatic Center
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Public/Non-Profit Recreation Facilities (no pool)
Besides the facilities that include aquatic amenities there are also other community-based
facilities located in Port Townsend and Port Angeles. These include Fort Worden Conference
and Events Center and the Jefferson County Community Center/Senior Center that are both
located in Port Townsend but serve different needs than what is planned for the Healthier
Together Center. There is also a similar facility (Field Arts & Events Center) in Port Angeles
that will be opening soon.
In addition to these providers there are two other facilities in Port Townsend, the Jefferson
County Healthcare/Wellness Center and the Port Townsend High School weight room that
are open to the public and serve some of the fitness needs of the area.
1. Field Arts & Events Hall
2. Fort Worden Conference & Events Center
3. Jefferson County Community Center/Senior Center &
Port Townsend High School Weight Room
4. Jefferson County Healthcare/Wellness Center
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Private
Within Port Townsend itself as well as the immediate surrounding area, there a number of
private fitness clubs and smaller boutique type providers. The private sector is the greatest
provider of fitness space in the market.
1. S3 Training
2. Madrona Mind Body Institute
3. Jen Freeman Pilates
4. Anchor Gym
NW Yoga & Fitness
Hand to Hand Fitness
5. Port Townsend Athletic Club
6. Energy Stretch
7. Pilates Gig
8. Salish Sea Judo
9. Mystic Monkey Yoga
SBG Martial Arts
10. Next Level Athletics
11. Fyzical Therapy & Balance
12. Evergreen Fitness
13. Twister Gymnastics
Pop-Up Movement
14. All Points Pilates
Dancing Sky Studio
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Note: This is a representative listing of the indoor aquatic, fitness and recreation facilities in
the area and is not meant to be a total accounting of all facilities. There may be other providers
located within the service areas that have an impact on the market as well.
Other Indoor Recreation, Aquatics and Fitness Facility Providers Conclusion: In the
greater Port Townsend market area there are a number of aquatic, recreation and fitness
facilities in place.
The YMCA is a major provider of aquatic and recreation facilities in the area and there are
two major public indoor pools. There are also two non-profit HOA facilities in the market area.
There are several other public and non-profit facilities in the area, but these serve more
passive recreation needs, meetings, and other events.
While there are private clubs in the area that provide fitness and sports amenities, these
facilities serve very different market needs than a public center. As a result, their impact on
the market is much less. There is a strong trend nationally with the development of small
private boutique or specialty type fitness studios. These facilities have eroded some of the
market for the larger more comprehensive private fitness centers in many communities but
have had less impact on public centers. This is due to the differences in the market segments
that are served by these types of facilities.
After analyzing these other existing providers and considering the fact that one of the major
goals of the project is to replace the existing Mountain View Pool, there is a market for a new
indoor aquatic center and possibly other amenities such as fitness space and a gymnasium if
they appeal to an older demographic group and a larger market area.
Market Conclusion:
Below are listed some of the market opportunities and challenges that exist with the Healthier
Together Center project.
Opportunities:
• The Secondary Service Area, with a population of almost 31,000, is large enough to
support a comprehensive aquatic/recreation center. The ability to draw potential users
from the second home and tourist market area could add even more users.
• The project would replace the existing Mountain View pool which already has an
established market for aquatics.
• The demographic characteristics show a market area with an active population that is
willing to spend money on recreation activities and services.
Challenges:
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• The population of the Primary Service Area is relatively small at just over 21,500 and
the growth in population over the next 5 years is expected to be rather small.
• The demographic characteristics show a much older population with a lower median
household income level.
• There are a significant number of other indoor aquatic, recreation, and fitness providers
in the Secondary Service Area.
• Funding not only the development but the operation of a new center will have to be
clearly defined.
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Operations Analysis
The following operations analysis has been developed for the proposed Healthier Together
Center.
Assumptions
These are the basic assumptions for the operations analysis.
• An operations budget has been completed for the following center options.
Base - This option includes a 6-lane lap pool, 3,000 SF leisure pool with lazy river, spa,
sauna and party room. There is also a hospital wellness room. Approximate SF –
29,700
Base & Gym – This option adds a gymnasium to the Base Option. Approximate SF –
38,200
Full Build Out - This option has the same basic components as the Base Option but
adds weight/cardio space and a gymnasium. Approximate SF – 40,200
• The first year of operation will be 2026 or later but the figures represent the second full
year of operation which is more representative of the true costs and revenues.
• These operational budgets represent all expenses and revenues for the center and all
anticipated programs.
• The presence of other providers in the market will remain the same.
• The center will be managed by a public agency including the weight/cardio area.
• This operations plan is based on a program and basic concept plan for the facility.
• Part-time wage scales reflect an anticipated $18.00 minimum wage for the state of
Washington that could be in place by 2026. It also should be realized that the minimum
wage is likely to continue to increase yearly.
• A reasonably aggressive estimate of revenues generated from admission fees and
passes has been utilized for each of the options.
• There will be a high level of aquatic and other programming in the center. Most all
programs and services will be offered by center staff on an hourly or contract basis.
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• No partnerships with other organizations has been shown in this operations plan other
than Jefferson Healthcare for the wellness space.
• The pools will be guarded at all times by facility lifeguards.
Projected Hours of Operation:
Base
Base & Gym and Full Plan
Days Hours
Monday – Friday 7:00am – 7:00pm
Saturday 9:00am – 6:00pm
Sunday Closed
Total Hours Per
Week
69
Days Hours
Monday – Friday 6:00am – 8:00pm
Saturday 8:00am – 6:00pm
Sunday Closed
Total Hours Per
Week
80
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Projected Fee Schedule for 2026:
The fee differential between resident and non-resident is approximately 10%.
Base
Classification Daily 10 Visit Pass
Res. N. Res Res. N. Res
Adult (18-60) $7.00 $8.00 $63.00 $72.00
Youth (3-18) $5.00 $5.50 $45.00 $50.00
Senior (60+) $6.00 $6.50 $54.00 $59.00
Household $17.00 $19.00 N/A N/A
Note: 10 visit passes are a 10% discount over the daily fee.
Classification Annual Month to Month
Res. N. Res Res. N. Res
Adult (18-60) $600 $660 $50 $55
Youth (3-18) $250 $275 $21 $23
Senior (60+) $400 $440 $34 $37
Household $900 $990 $75 $83
Note: Month to month is based on automatic withdrawal (auto renew) from a bank
account or credit card. Household includes 2 adults and up to 3 youth. Annual/Month
to Month fees include any basic water-based fitness classes and child watch.
Base & Gym (approximately 5% higher than the Base rates)
Classification Daily 10 Visit Pass
Res. N. Res Res. N. Res
Adult (18-60) $7.50 $8.50 $68.00 $77.00
Youth (3-18) $5.50 $6.00 $50.00 $54.00
Senior (60+) $6.50 $7.00 $59.00 $63.00
Household $18.00 $20.00 N/A N/A
Note: 10 visit passes are a 10% discount over the daily fee.
Classification Annual Month to Month
Res. N. Res Res. N. Res
Adult (18-60) $630 $695 $53 $58
Youth (3-18) $265 $295 $23 $25
Senior (60+) $420 $465 $35 $39
Household $945 $1,040 $79 $87
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Note: Month to month is based on automatic withdrawal (auto renew) from a bank
account or credit card. Household includes 2 adults and up to 3 youth. Annual/Month
to Month fees include any basic water-based fitness classes and child watch.
Full Plan (approximately 20% higher than the Base rates)
Classification Daily 10 Visit Pass
Res. N. Res Res. N. Res
Adult (18-60) $8.50 $9.50 $77.00 $86.00
Youth (3-18) $6.00 $6.50 $54.00 $59.00
Senior (60+) $7.50 $8.50 $68.00 $77.00
Household $21.00 $23.00 N/A N/A
Note: 10 visit passes are a 10% discount over the daily fee.
Classification Annual Month to Month
Res. N. Res Res. N. Res
Adult (18-60) $720 $790 $60 $66
Youth (3-18) $300 $330 $25 $28
Senior (60+) $480 $530 $40 $44
Household $1,080 $1,188 $90 $99
Note: Month to month is based on automatic withdrawal (auto renew) from a bank
account or credit card. Household includes 2 adults and up to 3 youth. Annual/Month
to Month fees include any basic land/water-based fitness classes and child watch.
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Operations Analysis Summary:
The following figures summarize the anticipated operational expenses and projected
revenues for the operation of the Healthier Together Center.
29,700 SF 38,200 SF 40,200 SF
Category Base Base & Gym Full Build Out
Expenses 1,268,557$ 1,617,810$ 2,084,333$
Revenues 834,466$ 1,214,795$ 1,731,761$
Difference (434,091)$ (403,015)$ (352,572)
Recovery %66%75%83%
This represents the second full year of operation.
This operations analysis was completed based on general information and a basic
understanding of the project with a preliminary program and concept plan for the center. As
a result, there is no guarantee that the expense and revenue projections outlined above will
be met as there are many variables that affect such estimates that either cannot be accurately
measured or are not consistent in their influence on the budgetary process.
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Expenses:
Expenditures have been formulated based on the costs that are typically included in the
operating budget for this type of facility. The figures are based on the size of the center, the
specific components of the facility and the projected hours of operation. Actual costs were
utilized wherever possible and estimates for other expenses were based on similar facilities.
All expenses were calculated as accurately as possible, but the actual costs may vary based
on the final design, operational philosophy, and programming considerations adopted by staff.
Category Base Base & Gym Full Build Out
Personnel (new positions)
Full-time 369,260 423,280 603,100
Part-time 571,182 758,016 947,494
Total 940,442$ 1,181,296$ 1,550,594$
Commodities
Office supplies 4,500 6,000 8,000
Chemicals (pool)30,000 30,000 30,000
Maintenance/repair/materials 10,000 13,000 18,000
Janitor supplies 8,000 10,000 13,000
Recreation supplies 3,000 30,000 45,000
Uniforms 3,500 5,000 5,500
Printing/postage 18,000 22,000 28,000
(Program/Facility Catalog)
Items for Resale 5,000 7,000 10,000
Other misc. expenses 2,500 3,500 5,000
Total 84,500$ 126,500$ 162,500$
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Expenses Continued:
Category Base Base & Gym Full Build Out
Contractual
Utilities ($3.50 SF minus PT) 99,750 129,500 136,500
Water/sewer 19,000 22,000 27,000
Insurance 15,000 17,000 20,000
(property & liability-Public Policy)
Communications 4,000 4,500 5,000
(phone/data/WiFi)
Contract services 38,000 42,000 47,000
(mechanical, alarm, legal, software)
Rental equipment 3,000 3,000 3,000
Advertising 10,000 12,000 15,000
Training 3,000 4,500 5,500
Conference 2,000 2,500 3,000
Trash pickup 3,000 3,500 3,500
Dues/subscriptions 1,000 2,000 2,750
Bank charges (80% of fees x 3.5%)23,365 34,014 48,489
Other 2,500 3,500 4,500
Total 223,615$ 280,014$ 321,239$
Capital
Replacement fund 20,000 30,000 50,000
Total 20,000$ 30,000$ 50,000$
Grand Total 1,268,557$ 1,617,810$ 2,084,333$
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Revenues:
The following revenue projections were formulated from information on the specifics of the
project and the demographics of the service areas as well as comparing them to state and
national statistics and other similar facilities in the area. Actual figures will vary based on the
size and make-up of the components selected during final design, market stratification,
philosophy of operation, fees and charges policy, and priorities of use.
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Category Base Base & Gym Full Build Out
Fees
Daily admissions 69,885 103,923 158,962
10 Visit passes 11,750 20,732 34,588
Month to month 332,504 466,712 729,717
Annual 181,522 254,174 399,348
Group/Corporate 5,000 7,000 9,000
Aquatic rentals 48,700 48,700 48,700
General facility rentals 7,360 22,360 22,360
Total 656,721$ 923,601$ 1,402,675$
Programs
Aquatic programs 89,499 89,499 89,499
Fitness/General 60,996 161,446 190,087
Total 150,495$ 250,944$ 279,586$
Other
Resale items 6,250 8,750 12,500
Special events 1,000 5,000 6,000
Child watch 0 5,000 8,000
Vending (Percent of Gross Contract)2,000 3,500 5,000
Total 9,250$ 22,250$ 31,500$
Lease payment
Hospital Wellness ($1.25/SF/Month)18,000 18,000 18,000
Total 18,000$ 18,000$ 18,000$
Operations payment
City operations payment -$ -$ -$
Grand Total 834,466$ 1,214,795$ 1,731,761$
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Staff:
The determination of full-time and part-time staff positions was developed based on the
expected use of the center, the hours of operation, the key amenities that are contained in the
center and operational practices of the facility. These figures contain expected instructors for
a variety of recreation and aquatic programs that may be occurring at the facility.
Full-Time
Full Time Staff Salary Positions Total Positions Total Positions Total
Facility Manager 85,000$ 0 -$ 0 -$ 1 85,000$
Aquatic/Program Supervisor 70,000$ 1 70,000$ 1 70,000$ 1 70,000$
Sports/Fitness Program Supervisor 65,000$ 0 -$ 0 -$ 0 -$
Aquatic Specialist/Lifeguard 60,000$ 1 60,000$ 1 60,000$ 1 60,000$
Admin Assistant/Front Desk 58,500$ 1 58,500$ 1 58,500$ 1 58,500$
Facilities Coordinator (Maintenance)73,000$ 0 -$ 0.5 36,500$ 1 73,000$
Maintenance Worker 61,000$ 1 61,000$ 1 61,000$ 1 61,000$
Positions 4 4.5 6
Salaries 249,500$ 286,000$ 407,500$
Benefits 48.00%119,760$ 137,280$ 195,600.00$
Total Full-Time Staff 369,260$ 423,280$ 603,100$
Base Full Build OutBase & Gym
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Part-Time
Part-Time Rate Hours Weeks Total Hours Weeks Total Hours Weeks Total
Front Desk Supervisor 20.00$ 0 52 -$ 35 52 36,400$ 35 52 36,400$
Front Desk Attend 18.50$ 69 52 66,378$ 35 52 33,670$ 80 52 76,960$
Head Lifeguard 20.00$ 26 52 26,960$ 35 52 36,400$ 35 52 36,400$
Lifeguard 19.00$ 310 52 306,584$ 361 52 356,896$ 361 52 356,896$
Fitness Center Attendant 18.50$ 0 52 -$ 0 52 -$ 80 52 76,960$
Gym Attendant 18.50$ 0 30 -$ 37 30 20,535$ 37 30 20,535$
Child Watch Attendant 18.50$ 0 52 -$ 20 52 19,240$ 30 52 28,860$
Custodian 19.00$ 11 52 10,868$ 20 52 19,760$ 31 52 30,628$
Total 416 410,790$ 543 522,901$ 689 663,639$
F.T.E.10.4 13.6 17.2
Aquatic Programs 43,001$ 43,001$ 43,001$
General Programs 22,194$ 65,778$ 82,938$
Total 475,985$ 631,680$ 789,578$
Benefits 20.0%95,197$ 126,336$ 157,916$
Total 571,182$ 758,016$ 947,494$
Full Build OutBaseBase & Gym
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Admission Revenue:
The following spreadsheets identify the expected use numbers for each form of admission
that the center will offer (see projected fee schedule).
Base
Daily Fees Fees Number Revenue
Adult $7.00 10 $70
Youth $5.00 7 $35
Senior $6.00 9 $54
Household $17.00 2 $34
Total 28 $193
x 355 days/yr.
Total $68,515
% of Users % Increase
Non-Resident 20%10%$1,370
Grand Total $69,885
10 Visit Fees Number Revenue
Adult $63.00 90 $5,670
Youth $45.00 40 $1,800
Senior $54.00 75 $4,050.00
Total 205 $11,520
% of Users % Increase
Non-Resident 20%10%$230
Grand Total $11,750
Monthly Fees Number Revenue Months Total Revenue
Adults $50.00 131 $6,554 12 $78,649
Youth $21.00 26 $551 12 $6,607
Senior $34.00 105 $3,565 12 $42,785
Household $75.00 262 $19,662 12 $235,948
Total 524 $30,332 $363,989
Non-Resident % of Users % Increase
15%10%$5,460
Adjusted Total $369,449
Loss 10%$36,945
Grand Total $332,504
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Annual Fees Number Revenue
Adults $600 65 $38,738
Youth $250 13 $3,228
Senior $400 52 $20,660
Household $900 129 $116,213
Total 258 $178,839
Non-Resident % of Users % Increase
15%10%$2,683
Grand Total $181,522
Revenue Summary Passes
Daily $69,885
10 Visit $11,750
Monthly $332,504 524
Annual $181,522 258
Total $595,661 783
Total Annual Passes equal 6% of the households (2027) in Primary Service Area (10,740)
Plus 3% of the households in the Secondary Service Area (4,606)
783
Total annual passes have been divided with 2/3 being month to month and 1/3 pre-paid annual passes
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Base & Gym
Daily Fees Fees Number Revenue
Adult $7.50 15 $113
Youth $5.50 11 $61
Senior $6.50 12 $78
Household $18.00 2 $36
Total 40 $287
x 355 days/yr.
Total $101,885
% of Users % Increase
Non-Resident 20%10%$2,038
Grand Total $103,923
10 Visit Fees Number Revenue
Adult $68.00 150 $10,200
Youth $50.00 55 $2,750
Senior $59.00 125 $7,375.00
Total 330 $20,325
% of Users % Increase
Non-Resident 20%10%$407
Grand Total $20,732
Monthly Fees Number Revenue Months Total Revenue
Adults $53.00 175 $9,263 12 $111,158
Youth $23.00 35 $804 12 $9,648
Senior $35.00 140 $4,894 12 $58,725
Household $79.00 350 $27,615 12 $331,376
Total 699 $42,575 $510,906
Non-Resident % of Users % Increase
15%10%$7,664
Adjusted Total $518,569
Loss 10%$51,857
Grand Total $466,712
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Annual Fees Number Revenue
Adults $630 86 $54,233
Youth $265 17 $4,562
Senior $420 69 $28,924
Household $945 172 $162,698
Total 344 $250,418
Non-Resident % of Users % Increase
15%10%$3,756
Grand Total $254,174
Revenue Summary Passes
Daily $103,923
10 Visit $20,732
Monthly $466,712 699
Annual $254,174 344
Total $845,541 1,043
Total Annual Passes equal 8% of the households (2027) in Primary Service Area (10,740)
Plus 4% of the households in the Secondary Service Area (4,606)
1043
Total annual passes have been divided with 2/3 being month to month and 1/3 pre-paid annual passes
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Full Build Out
Daily Fees Fees Number Revenue
Adult $8.50 22 $187
Youth $6.00 15 $90
Senior $7.50 16 $120
Household $21.00 2 $42
Total 55 $439
x 355 days/yr.
Total $155,845
% of Users % Increase
Non-Resident 20%10%$3,117
Grand Total $158,962
10 Visit Fees Number Revenue
Adult $77.00 220 $16,940
Youth $54.00 75 $4,050
Senior $68.00 190 $12,920.00
Total 485 $33,910
% of Users % Increase
Non-Resident 20%10%$678
Grand Total $34,588
Monthly Fees Number Revenue Months Total Revenue
Adults $60.00 240 $14,419 12 $173,028
Youth $25.00 48 $1,202 12 $14,419
Senior $40.00 192 $7,690 12 $92,282
Household $90.00 481 $43,257 12 $519,085
Total 961 $66,568 $798,815
Non-Resident % of Users % Increase
15%10%$11,982
Adjusted Total $810,797
Loss 10%$81,080
Grand Total $729,717
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Annual Fees Number Revenue
Adults $720 118 $85,223
Youth $300 24 $7,102
Senior $480 95 $45,452
Household $1,080 237 $255,669
Total 473 $393,446
Non-Resident % of Users % Increase
15%10%$5,902
Grand Total $399,348
Revenue Summary Passes
Daily $158,962
10 Visit $34,588
Monthly $729,717 961
Annual $399,348 473
Total $1,322,615 1,435
Total Annual Passes equal 11% of the households (2027) in Primary Service Area (10,740)
Plus 5.5% of the households in the Secondary Service Area (4,606)
1435
Total annual passes have been divided with 2/3 being month to month and 1/3 pre-paid annual passes
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Programs:
The following worksheets indicate representative aquatic and general programs that could
take place at the center, the costs of providing the service and the expected revenue.
These are representative programs only.
Aquatic Programs
Program Calculations - Expenses
Learn to Swim Classes (1/2 Hr.)Rate/Class Classes/Day Days Sessions Total
Summer 9.50$ 18 8 4 5,472$
Fall 9.50$ 12 8 3 2,736$
Winter/Spring 9.50$ 12 8 4 3,648$
Total 11,856$
Water Exercise Rate/Class Classes/Wk Weeks Total
Summer 20.00$ 12 14 3,360$
Fall 20.00$ 12 12 2,880$
Winter/Spring 20.00$ 12 26 6,240$
Total 12,480$
Other Rate/Class Classes/Wk Weeks Total
Private Lessons 19.00$ 8 45 6,840$
Lifeguard Training 25.00$ 33 1 825$
Misc. (Therapy)25.00$ 8 50 10,000$
Total 17,665$
Contract/Other 1,000$
Grand Total 43,001$
Program Calculations - Revenues
Learn to Swim Classes/Week Fee Participants Sessions Total
Summer 18 65.00$ 4 4 18,720$
Fall 12 65.00$ 4 3 9,360$
Winter/Spring 12 65.00$ 4 4 12,480$
Private Lessons 8 30.00$ 1 45 10,800$
Total 51,360$
Water Aerobics Classes/Week Fee Participants Sessions Total
Summer 12 8.00$ 2 14 2,688$
Fall 12 8.00$ 2 12 2,304$
Winter/Spring 12 8.00$ 2 26 4,992$
Total 9,984$
Other Classes/Week Fee Participants Sessions Total
Lifeguard Training 1 150.00$ 6 1 900$
Misc. (Therapy)8 15.00$ 4 50 24,000$
Total 24,900$
Contract/Other 1,500$
Sub-Total 87,744$
Non Resident 20% of Revenue 10% Increase 1,755$
Grand Total 89,499$
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General Programs
Base
Program Calculations - Expenses
Birthday Parties Rate/Class Classes/Week Number of Hours Weeks Total
Parties 18.50$ 6 2 52 11,544$
Total 11,544$
General Recreation Classes Rate/Class Classes/Week Number of Staff Weeks Total
Youth Classes 20.00$ 4 1 36 2,880$
Senior Classes 20.00$ 4 1 48 3,840$
Misc. Classes 20.00$ 4 1 36 2,880$
Total 9,600$
Contract/Other 1,050$
Grand Total 22,194$
Program Calculations - Revenues
Birthday Parties Rate Number Weeks Total
Parties 150.00$ 6 52 46,800$
Total 46,800$
General Recreation Classes Rate/Class Classes/Week Participants Weeks/sessions Total
Youth Classes 35.00$ 4 5 4 2,800$
Senior Classes 35.00$ 4 5 6 4,200$
Misc. Classes 50.00$ 4 5 4 4,000$
Total 11,000$
Contract/Other 2,000$
Total 59,800$
Non Resident 20% of Revenue 10% Increase 1,196$
Grand Total 60,996$
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Base & Gym
Program Calculations - Expenses
Adult Leagues Position Staff Rate/Game Game/Wk Weeks Total
Basketball Official 2 $25.00 2 12 1,200$
Scorer 1 $18.50 2 12 444$
Volleyball Official 1 $25.00 3 12 900$
Futsal-Soccer Official 1 $25.00 3 18 1,350$
Total 3,894$
Youth Sports Camps Position Staff Rate/Hr Number Hours Total
Basketball Coaches 2 $25.00 2 16 1,600$
Volleyball Coaches 2 $25.00 2 16 1,600$
Futsal Coaches 2 $25.00 2 16 1,600$
Total 4,800$
Youth Sports Clinics Position Staff Rate/Hr Number Hours Total
Basketball Coaches 2 $25.00 2 4 400$
Volleyball Coaches 2 $25.00 2 4 400$
Futsal Coaches 2 $25.00 2 4 400$
Total 1,200$
Fitness Rate/Class Classes/Week Number of Staff Weeks Total
Group Fitness Classes 25.00$ 10 1 52 13,000$
Total 13,000$
Birthday Parties Rate/Class Classes/Week Number of Hours Weeks Total
Parties 18.50$ 6 2 52 11,544$
Total 11,544$
General Recreation Classes Rate/Class Classes/Week Number of Staff Weeks Total
Summer/Break Day Camp
Supervisor 20.00$ 40 1 8 6,400$
Leader 18.50$ 40 2 8 11,840$
Youth Classes 20.00$ 4 1 36 2,880$
Senior Classes 20.00$ 4 1 48 3,840$
Misc. Classes 20.00$ 4 1 36 2,880$
Total 27,840$
Contract/Other 3,500$
Grand Total 65,778$
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Program Calculations - Revenues
Adult Leagues Teams Fee Seasons Total
Basketball 4 400$ 2 3,200$
Volleyball 6 200$ 2 2,400$
Futsal 6 200$ 3 3,600$
Total 9,200$
Youth Sports Camps Participants Fee Seasons Total
Basketball 20 100$ 2 4,000$
Volleyball 20 100$ 2 4,000$
Futsal 20 100$ 2 4,000$
Total 12,000$
Youth Sports Clinics Participants Fee Number Total
Basketball 20 35$ 2 1,400$
Volleyball 20 35$ 2 1,400$
Futsal 20 35$ 2 1,400$
Total 4,200$
Fitness Rate/Class Classes/Week Participants Weeks/sessions Total
Group Fitness Classes 8.00$ 10 3 52 12,480$
Total 12,480$
Birthday Parties Rate Number Weeks Total
Parties 150.00$ 6 52 46,800$
Total 46,800$
General Recreation Classes Rate/Class Classes/Week Participants Weeks/sessions Total
Pickleball 8.00$ 3 30 30 21,600$
Summer/Break Camp 150.00$ 1 30 8 36,000$
Youth Classes 35.00$ 4 5 4 2,800$
Senior Classes 35.00$ 4 5 6 4,200$
Misc. Classes 50.00$ 4 5 4 4,000$
Total 68,600$
Contract/Other 5,000$
Total 158,280$
Non Resident 20% of Revenue 10% Increase 3,166$
Grand Total 161,446$
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Full Build Out
Program Calculations - Expenses
Adult Leagues Position Staff Rate/Game Game/Wk Weeks Total
Basketball Official 2 $25.00 2 12 1,200$
Scorer 1 $18.50 2 12 444$
Volleyball Official 1 $25.00 3 12 900$
Futsal-Soccer Official 1 $25.00 3 18 1,350$
Total 3,894$
Youth Sports Camps Position Staff Rate/Hr Number Hours Total
Basketball Coaches 2 $25.00 2 16 1,600$
Volleyball Coaches 2 $25.00 2 16 1,600$
Futsal Coaches 2 $25.00 2 16 1,600$
Total 4,800$
Youth Sports Clinics Position Staff Rate/Hr Number Hours Total
Basketball Coaches 2 $25.00 2 4 400$
Volleyball Coaches 2 $25.00 2 4 400$
Futsal Coaches 2 $25.00 2 4 400$
Total 1,200$
Fitness Rate/Class Classes/Week Number of Staff Weeks Total
Group Fitness Classes 25.00$ 10 1 52 13,000$
Personal Training 35.00$ 8 1 52 14,560$
Small Group Training 25.00$ 2 1 52 2,600$
Total 30,160$
Birthday Parties Rate/Class Classes/Week Number of Hours Weeks Total
Parties 18.50$ 6 2 52 11,544$
Total 11,544$
General Recreation Classes Rate/Class Classes/Week Number of Staff Weeks Total
Summer/Break Day Camp
Supervisor 20.00$ 40 1 8 6,400$
Leader 18.50$ 40 2 8 11,840$
Youth Classes 20.00$ 4 1 36 2,880$
Senior Classes 20.00$ 4 1 48 3,840$
Misc. Classes 20.00$ 4 1 36 2,880$
Total 27,840$
Contract/Other 3,500$
Grand Total 82,938$
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Adult Leagues Teams Fee Seasons Total
Basketball 4 400$ 2 3,200$
Volleyball 6 200$ 2 2,400$
Futsal 6 200$ 3 3,600$
Total 9,200$
Youth Sports Camps Participants Fee Seasons Total
Basketball 20 100$ 2 4,000$
Volleyball 20 100$ 2 4,000$
Futsal 20 100$ 2 4,000$
Total 12,000$
Youth Sports Clinics Participants Fee Number Total
Basketball 20 35$ 2 1,400$
Volleyball 20 35$ 2 1,400$
Futsal 20 35$ 2 1,400$
Total 4,200$
Fitness Rate/Class Classes/Week Participants Weeks/sessions Total
Group Fitness Classes 8.00$ 10 3 52 12,480$
Personal Training 45.00$ 8 1 52 18,720$
Small Group 30.00$ 2 3 52 9,360$
Total 40,560$
Birthday Parties Rate Number Weeks Total
Parties 150.00$ 6 52 46,800$
Total 46,800$
General Recreation Classes Rate/Class Classes/Week Participants Weeks/sessions Total
Pickleball 8.00$ 3 30 30 21,600$
Summer/Break Camp 150.00$ 1 30 8 36,000$
Youth Classes 35.00$ 4 5 4 2,800$
Senior Classes 35.00$ 4 5 6 4,200$
Misc. Classes 50.00$ 4 5 4 4,000$
Total 68,600$
Contract/Other 5,000$
Total 186,360$
Non Resident 20% of Revenue 10% Increase 3,727$
Grand Total 190,087$
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Rental Revenue:
This worksheet indicates the expected revenue that will be obtained through the rental of the
center and amenities.
Aquatic Rentals (all options)
Rentals Rate/Hr.Number of Hrs.Weeks Total
Leisure Pool 150$ 2 30 9,000$
Lazy River 75$ 2 30 4,500$
6 lane Lap Pool Only (swim team rental)70$ 10 46 32,200$
Swim Meets (half day)75$ 4 4 1,200$
Swim Meets (full day)75$ 8 3 1,800$
Total 48,700$
General Rentals
Base
Rentals Rate/Hr.Number of Hrs.Weeks Total
Party/Meeting Room 40$ 4 46 7,360$
Total 7,360$
Base & Gym and Full Build Out
Rentals Rate/Hr.Number of Hrs.Weeks Total
Party/Meeting Room 40$ 4 46 7,360$
Gymnasium (full-court)50$ 10 30 15,000$
Total 22,360$