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 CITY COUNCIL AGENDA ITEM NO. 32

Meeting Date: December 11, 2007

Subject/Title: A Resolution accepting the City of Brentwood Aquatics Fee Study conducted by Management Partners, Inc. with staff recommendations and amending the City of Brentwood 2007/08 Cost Allocation Plan and Schedule of City Fees for the Parks and Recreation Aquatic Fees

Prepared by: Poldina Scherff, Recreation Manager

Submitted by: Craig Bronzan, Director of Parks and Recreation


RECOMMENDATION
Adopt a Resolution accepting the City of Brentwood Aquatics Fee Study conducted by Management Partners, Inc. with staff recommendations and amend the City of Brentwood 2007/08 Cost Allocation Plan and Schedule of City Fees for the Parks and Recreation Aquatic Fees.

PREVIOUS ACTION
On November 14, 2000, by Resolution No. 2198 the City Council adopted the DMG-Maximus Report for computing fees for City services and revising the City’s service fees.

BACKGROUND
Management Partners, Inc. was engaged by the Parks and Recreation Department to evaluate the City’s aquatic costing methodology and recommend any necessary changes to aquatic program user fees. The scope of work included a review of current aquatic fees, annual budgets and actual expenditures. In addition, Management Partners’ developed a cost accounting model to determine the full cost of aquatic programs and conducted benchmarking research of aquatic fees charged by peer municipalities and local private market competitors.

The Brentwood Family Aquatic Complex opened in 2000. Administered by the City of Brentwood’s Parks and Recreation Department, the Aquatic Complex is the central facility for the City’s municipal aquatic services. Charges for Brentwood aquatic services, also known as “user fees”, have not been updated on a consistent basis since the Aquatic Complex opened. Some user fees date back to the Park’s inception, while others were established over the course of the past eight years as new services were added. The consultant reviewed eleven aquatic programs and four rental charges for services provided at the Aquatic Complex.

The cost accounting model that was developed is based on the City’s actual expenditures in fiscal year 2005/06 for aquatic services, which was the most recent years accounting finalized and made available at the start of the study. According to the report, the City’s average program subsidy for aquatic programs is 64%. The actual subsidy for individual programs ranged from 7% to 97%. Under the recommended fees by Management Partners, Inc., revenue increases to $320,589 from $255,299; a difference of $65,290. This decreases the City’s average aquatic program subsidy by 10% from 64% to 54%. In the report, Management Partners’ states that such a decrease would remain consistent with cities in California which, on average, recover between 50-75% of their recreation program costs with user fees.
Aside from recommending revised user fees, Management Partners’ offers additional management and fee recommendations for the City’s aquatics section. Their recommendations are to:

Recommendation #1: Conduct biannual fee studies to evaluate the City’s cost recovery and user fee charges.

Recommendation #2: Conduct annual fee adjustments based on the Consumer Price Index rate for inflation for the San Francisco, Oakland, San Jose statistical area for 12 month period ending April 30, 2007.

Recommendation #3: Round user fees to the nearest dollar. This will make administration and record keeping simpler for all concerned.

Recommendation #4: Keep detailed program participation records and investigate the use of electronic entry cards.

Recommendation #5: Implement an annual insurance and registration charge for each individual that participates in aquatic sections programs.

Recommendation #6: Analyze the potential for adding a “set-up” fee to encourage efficient utilization when the pool is configured for lap swimming.

Recommendation #7: Consider providing further incentives for facility rentals by implementing a two tiered structure for rentals with and without the closure of scheduled aquatic section programs.

Table A: Existing fees approved in 2000 when the complex was opened and Management Partners’, Inc. new fee recommendations:

Aquatic Programs Existing Fees Recommended
Fees
Parent/Child Lessons $41.12 $47.00
Pre-School Level Lessons $48.32 $55.00
Elementary Level Lessons $48.32 $55.00
Toddler Time $14.90 $24.00
Recreational Swim Single Entry $3.00 $4.00
Lap Swim Single Entry $2.00 $3.00
Water Polo Camp $32.90 $50.00
Doggie Dip $15.47 $16.00
Pumpkin Splash $15.00 $15.00
Lifeguard Certification $174.76 $178.00
*Jr. Lifeguard Program $105.99 $103.00
*Swim Team Practice Lane Fee $1.75 $9.00
* Staff is recommending the Jr. Lifeguard program remain at the current fee of $105.00. Staff is recommending that the Swim Team Practice Lane Fee increase to $3.00 for the first year and an additional $1.00 per calendar year plus the consumer price index fee yearly until we reach the $9.00 fee.


Table B: Aquatic Park Rental Fees used in the study from the Cost Allocation Plan Schedule of Fees from fiscal year 2006/2007 and new fee recommendations from Management Partners, Inc., and staff recommended fees.

Aquatic Park Rental Fees Fees from 2006/07 MPI Recommended Fees
Staff Recommended
Fees
Competitive Pool – 3 hrs $889.22 $889 $916.79
Recreation/Slide Pools $709.32 $709 $731.31
Aquatic Park Rental – 3 hrs $1,593.40 $1,593 $1,642.80
Staff recommended fees are based on the Cost Price Index for fiscal year 07/08.


Table C: Aquatic Programs and Services existing fees approved in 2000 which were not included in the Management Partners’, Inc. fee study. Staff is recommending the following new fees based on the Consumer Price Index, and the Cost Allocation Plan and Schedule of Fees for fiscal year 07/08. Note: The swim passes are discounted entries and based on Management Partners’, Inc. methodology for a single entry.

Aquatic Programs Existing Fees Staff Recommended Fees
Private Swim Lessons $80.00 $80.00
Open Water Diver Course $271.04 $271.04
Water Fitness 2 Days Per Week $24.67 $25.43
Water Fitness 3 Days Per Week $32.90 $33.91
10 Swim Pass $25.00 $35.00
25 Swim Pass $50.00 $75.00
Lap Swim 16 Swims $20.00 $33.40
Season Pass $200.00 $334.00
Summer Water Polo 3rd - 7th Grade $27.00 $27.83
Summer Water Polo 8th - 12th Grade $54.00 $55.67
Winter Water Polo Practice $24.67 $25.43
Pool Party Singe Entry $5.00 $6.00
Pool Party Family up to 5 Entries $16.00 $19.00
Lifeguard Recertification $134.03 $138.18
Picnic Tables $26.50 $27.32

As a result of the information that has been produced in the City of Brentwood Aquatics Fee Study prepared by Management Partners’, Inc., staff is making the following recommendations: That City Council approve Recommendations #2, 4, 6 and 7. Staff recommends that #1 be excluded as staff will continue to review fees periodically as City Council continues to establish the cost recovery goals. Related to Recommendation #3 Finance Department staff will be exploring methodology for rounding fees to City Council in the next few months for consideration. Staff recommends excluding #5 as this item requires additional staff analysis.

Approve all Management Partners’, Inc. recommended fees from Table A and Staff Recommended Fees from Tables B and C with the following exceptions:
• Jr. Lifeguard program remain at the current fee of $105.00 (Table A).
• Swim Team Practice Lane Fee increase to $3.00 for the first year and an additional $1.00 per calendar year plus the CPI until it reaches the $9.00 fee (Table A). (Staff believes that an increase from $1.75 per hour per lane to $9.00 per hour per lane could be financially unbearable. Staff recommends the $3.00 fee as a benchmark based on the new Lap Swim Single Entry fee.)

FISCAL IMPACT
Recommended fees to take effect 60 days upon passage of the Resolution in Fiscal Year 2007/08, the new fees will result in additional annual revenue of approximately $65,000 to $70,000.

Attachments:
Resolution
September 2007, City of Brentwood Aquatics Fee Study by Management Partners, Inc.




RESOLUTION NO.

A RESOLUTION OF THE CITY COUNCIL OF THE CITY OF BRENTWOOD ACCEPTING THE CITY OF BRENTWOOD AQUATICS FEE STUDY CONDUCTED BY MANAGEMENT PARTNERS’, INC. WITH STAFF RECOMMENDATIONS AND AMENDING THE CITY OF BRENTWOOD 2007/08 COST ALLOCATION PLAN AND SCHEDULE OF CITY FEES FOR THE PARKS AND RECREATION AQUATIC FEES

WHEREAS, on November 14, 2000, by Resolution No. 2198, City the adopted the DMG-Maximus Report for computing fees for City services and revising the City’s service fees; and

WHEREAS, the Report and supporting data were available for public inspection and review for ten (10) days prior to this public hearing; and

WHEREAS, a public hearing has been noticed and held in accordance with Government Code Section 66018; and

WHEREAS, the Brentwood Family Aquatic Complex opened in 2000 and has not in the past eight years adjusted its “user fees”; and

WHEREAS, on September 2007 Management Partners’, Inc. conducted a fee study for the Brentwood Family Aquatic Complex; and

WHEREAS, the City desires to update its “user fees” to lower the annual subsidy; and

WHEREAS, as a result of the information that has been produced in the City of Brentwood Aquatics Fee Study prepared by Management Partners’, Inc. staff is recommending approval of Recommendations #2, 4, 6 and 7 as follows:

Recommendation #2: Conduct annual fee adjustments based on the Consumer Price Index rate for inflation for the San Francisco, Oakland, San Jose statistical area for 12 month period ending April 30, 2007.

Recommendation #4: Keep detailed program participation records and investigate the use of electronic entry cards.

Recommendation #6: Analyze the potential for adding a “set-up” fee to encourage efficient utilization when the pool is configured for lap swimming.

Recommendation #7: Consider providing further incentives for facility rentals by implementing a two tiered structure for rentals with and without the closure of scheduled aquatic section programs.

WHEREAS, staff is recommending the approval of all Management Partners, Inc. recommended fees from Table A and Staff Recommended Fees from Tables B and C with the following exceptions:
• Jr. Lifeguard program remain at the current fee of $105.00.
• Swim Team Practice Lane Fee increase to $3.00 for the first year and an additional $1.00 per calendar year plus the CPI until it reaches the $9.00 fee

NOW THEREFORE BE IT RESOLVED by the City Council of the City of Brentwood that the City Council approves the City of Brentwood Aquatics Fee Study conducted by Management Partners, Inc. dated September 2007 and on file with the City Clerk with the staff recommendations noted above, and amends the City of Brentwood 2007/08 Cost Allocation Plan and Schedule of City Fees for the Parks and Recreation Aquatic Fees accordingly.

PASSED, APPROVED AND ADOPTED by the City Council of the City of Brentwood at a regular meeting held on 11th day of December, 2007 by the following vote:



 
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