Welcome to Congress Live!
NRPA understands that innovation is the ability to see change as an opportunity. Don’t miss this opportunity to learn and virtually engage with park and recreation professionals from across the nation. If you can’t make it to Congress, join us online and receive powerful training on a variety of topics from creating a marketing plan to identifying the value of open space. These highly rated presenters highlight how you can transform your agency. All Congress Live! sessions provide 0.1 CEUs.
Learn more about the NRPA Annual Conference.
TUESDAY, OCTOBER 8
Session 113
Transforming Communities through Partnerships
1:00–2:15 p.m.
Presenters: Dr. Faith Foreman, Assistant Director, and Carra Moroni, Senior Health Planner, Houston Department of Health and Human Services (HDHHS), Texas
How can agencies get involved with the Community Transformation Initiative (CTI)?
Community Transformation grantees such as HDHHS are working to improve the health of communities through policy and infrastructure changes and shifts. Organizations, groups and individuals can contact the lead agency or organization in their community to ask how they can get involved. The Centers for Disease Control website provides a list of the funded communities.
How is the program’s effectiveness being measured?
Since it is critical to show results of how this effort is impacting chronic disease rates, the Centers for Disease Control (CDC) has mandated the use of smart objectives to measure progress in every phase of our efforts. To capture the overall impact, the CDC is conducting cross-site evaluation studies that are designed to meet rigorous guidelines.
What else are participants going to be able to take away from your session?
Participants will leave with an understanding of the types of evidence-based strategies that Community Transformation implements to enhance community livability and health.
Session 131
Showing Outcomes: The Why, the How and the NOW!
2:45–4:00 p.m.
Presenters: Rick Herold, Director of Parks and Recreation, and Tom Hart, City Manager, Grand Prairie, Texas
How do you define “outcomes”?
Outcomes are the end result of our actions, our programs, our park developments and our profession.
How is communicating outcomes more effective than communicating services?
While communicating our services remains important, delivering the outcomes message provides tangible data and results that help reinforce and reposition the value of parks and recreation. It is the big picture, the wow!
How do outcomes relate to funding?
Defining and providing outcomes gives the impetus for future funding in our profession. While providing a safe and attractive sports tournament for 1,200 spectators is nice and we all feel good about it, a bigger picture would also note that we generated $460,000 in tangible economic activity for our community.
What else are participants going to be able to take away from your session?
One of America’s most successful city managers will deliver why selling outcomes is important. Attendees will learn how to elevate their status within their community. Actual examples of communicating outcomes through a variety of media will be presented. Participants will receive the How, the Why and the NOW in regards to “outcomes”!
Session 151
The New Customer: Marketing in the Zero Moment of Truth
4:30–5:45 p.m.
Presenters: Ryan Hegreness, Marketing and Enterprise Development Manager, and Justin Snasel, Electronic Media Specialist, Arlington Parks and Recreation Department, Arlington, Texas
How does this session address multi-generational users?
Regardless of their generation, buyers are influenced less by traditional advertising now and more through product reviews and comparisons, Internet searches, word-of-mouth and social media. Pew Research Center data shows significant gains in Internet and social media use by adults over the age of 65. According to Google, 88 percent of consumers research before they buy, consulting an average of 10 sources. This is the Zero Moment of Truth.
What is one online marketing tactic you have had success with?
We developed a campaign for less than $200 to bring customers to our pools, which improved aquatics revenues, provided feedback on our services, resulted in 550 opt-ins to our department newsletter and grew our Facebook fan base by more than 500 likes in less than a week!
What else are participants going to be able to take away from your session?
Participants will receive a toolbox of digital resources and learn how to spread their reach by developing partnerships with local bloggers, growing their email and text messaging lists, increasing social followers and engagement, turning customers into brand evangelists and optimizing their web presence.
WEDNESDAY, OCTOBER 9
Session 206
Forming a Sense of Community by Creating Advocates
8:00–9:15 a.m.
Presenters: Eric Legg, Graduate Assistant and Ph.D. student, University of Utah, Salt Lake City, and Megan Carney, Sports Programmer, Arlington Department of Parks and Recreation, Virginia
What is the first element of a sense of community?
A sense of community is comprised of four general elements, and there is not a particular order to them, or necessarily a particular level of importance to them. When discussing advocacy, however, I would say that ensuring that community members have actual influence is the most important element in both creating a sense of community and creating advocates.
What is an example of when you’ve been most successful developing community advocates?
For me, I think the most satisfying examples are not necessarily the biggest stories, but rather when you turn an adversary into an advocate. In Arlington, we were able to do this with our local community tennis association. We went from constantly having to answer letters to the board to working with them as partners to improving tennis in Arlington.
What else are participants going to be able to take away from your session?
Participants will leave with practical ideas and directions to resources to develop formal partnerships with community groups.
Session 229
Moving Beyond Customer Satisfaction: Staging Memorable Recreation Experiences
10:45 a.m.–12:00 p.m.
Presenters: Mat Duerden, Assistant Professor, and Dr. Patti Freeman, Professor, Department of Recreation Management, Brigham Young University, Provo, Utah
What do you mean by a memorable recreation experience?
These are experiences that engage people in ways that allow them to be co-producers rather than just passive participants. When people feel that they are part of the experience and when they are able to make decisions about what’s happening, when all their senses are involved, they are more likely to have a memorable experience.
What is one of the principles you are going to discuss?
Staging memorable experiences means more than simply satisfying people; it means providing them with the opportunity to make meaningful memories.
What else are participants going to be able to take away from your session?
I will discuss the importance of theming experiences, and designing and staging them in a way that all elements of the experience are tied together with a common idea or purpose.
Session 241
Fun, Free, Affordable Marketing That Makes You Memorable....And Works!
3:00–4:15 p.m.
Presenter: Rich DiGirolamo, Founder, Recess at Work, Marion, Connecticut
How are park and recreation departments missing opportunities?
One of biggest opportunities being missed is the development and use of a database filled with people who use your services and attend your activities. Staying in touch with people and letting them know you want them to return is not optional. But you have to start with a good list and stop worrying about the people who don’t care what you have to offer — at least for now.
How easy is it to develop a customer-engagement plan?
Developing a customer-engagement plan is as simple or as hard as you choose to make it. I use all of the approaches I will share during my session in Houston to retain and engage customers and prospects. If each attendee chooses no more than three of the tools/ideas I will present and allocates a small amount of time to do those things consistently, they’ll see results.
What else are participants going to be able to take away from your session?
Participants need to understand that every business is a marketing business. The amount of money that park and recreation departments leave on the table by not engaging with customers is sinful. People need your programs. People need fun. People want better health. They want affordable options. Join me in Houston to start making your jobs a bit more fun and your communities a heck of a lot happier and healthier.
THURSDAY, OCTOBER 10
Session 312
Moving from Best Practices to Next Practices
8:00–9:15 a.m.
Presenters: Michael Shellito, retired City Manager, Roseville, California, and Consultant, Shellito Training and Consulting, Loomis, California, and Leon Younger, President, PROS Consulting, Indianapolis, Indiana
What is one example of a sustainable “next practice”?
The current operational model of staffing park and recreation agencies throughout most of the country is fiscally unsustainable. In the future, agencies will need to streamline operations by focusing on core programs and functionalities, and establish service levels that are appropriate, acceptable and affordable. Agencies need to determine what operational functions to “steer” through outsourcing, partnerships and collaborations.
How can an agency evaluate a new business model?
Agencies should evaluate the effectiveness of new business models by measuring “return on investment.” The ROI of every program or service should be evaluated against three criteria: (1) what’s the benefit? (2) for who? and (3) at what cost? Agencies must evaluate the cost of providing a service in relation to the public benefit versus individual benefit achieved.
What else are participants going to be able to take away from your session?
Next practices will highlight new ways of providing parks and recreation that are radically different, innovative and fiscally sustainable for the future.
Session 332
Networking in a Room of Strangers
9:45–11:00 a.m.
Presenter: Molly Hetrick, Trainer, The Meeting Institute, Myrtle Beach, South Carolina
Do you really only have one opportunity to make a first impression?
Yes! And there are several ways to be sure you’re giving that great first impression, before you even speak to someone face to face.
What is one example of a connection-making technique?
The best way to make a connection is consistent eye contact and a solid handshake. This wraps your first impression and the start to building a connection into one step. I will also be talking about ways to make connections with people, even strangers, through questioning techniques, body language and nonverbal cues.
What else are participants going to be able to take away from your session?
Networking and meeting new people can be very daunting, but there are solid professional techniques to do this with ease and poise. During the session, we will learn ways to meet people and start conversations that will lead to business relationships and help participants feel confident when they are networking. I often hear the question “What if I am shy?” This session is fantastic for people who are shy about networking. I’ll share some tried-and-true ways to make networking a smooth and enjoyable experience.
Session 341
Economic Impacts of Park Systems and Community Benefits
12:30–1:45 p.m.
Presenter: Roxanne Miles, Community Development Manager, Metro Parks Tacoma, Washington
What is one of the economic impacts of parks and recreation?
The benefits of parks are environmental, social, health-related and economic, and each serves as a catalyst to the local economy. We also leverage economic impacts by strategically planning with entities that are as economic engines. Tourism, land value and economic development are all impacted by a quality park system because people are drawn to visit, relax, play and live near park spaces. We bring people outside and help them connect and enjoy where they live, work and play. When that happens, the economy is healthy.
Does every agency demonstrate economic impact?
Every park system should be able to demonstrate their impact on the community — from creating natural systems that return ecological benefits to monitoring the level of healthy activity they promote to recognizing the social capital of their public spaces. Many of the benefits of park systems are being translated into economic values worth paying attention to.
What else are participants going to be able to take away from your session?
An understanding that park systems benefit people and the economy in tangible, measurable ways. The better that park leaders recognize this and are able to articulate it, the better off the industry will be overall.
Session 355
Creating an Agency that is Trusted, Valued and Loved
2:15–3:30 p.m.
Presenter: Tom O’Rourke, Executive Director, Charleston County Park and Recreation Commission, Charleston, South Carolina
What is one example of how an agency can demonstrate value to their community?
One example is the role an agency plays in the overall health of its community. We spend about $7 billion a year based on our poor exercise and food choices. Today, exercise is a smart thing to do; tomorrow, it will be mandated by employers, insurance companies and doctors. It is essential that our profession take the lead in providing health and wellness opportunities so the medical profession will look to us first to assist them with keeping our communities healthier.
Is this only applicable as an agency looks for funding?
It is a smart idea to keep one eye on funding in everything we do, but giving value really has nothing to do with funding. If there is collective agreement in what a community values, there will be participation in the community’s programs and events, and events sponsors will seek us out. Those who use “no funding” as an excuse need to change the way they think.
What else are participants going to be able to take away from your session?
I want attendees to understand that it is up to them to pull this off. If you really care about this profession, are not afraid to do whatever it takes and the word “NO” doesn’t slow you down, you will benefit from this session!