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Statement of Purpose

Statement of Purpose for Each Organizational Component
City of Arlington Parks and Recreation
April 2014

The General Fund business units are primarily supported through tax dollar appropriation in an annual budget process.

Parks Administration provides general oversight of the entire department. This group typically called, Senior Staff, is broken in five major components; Director's Office, Enterprise Programs, Community Programs, Park Operations and Planning and Business Services. Senior Staff members include the Director, Assistant Director of Community Programs, Assistant Director of Park Operations, Assistant Director of Enterprise Programs, Business Services Manager, Park Planning Manager and the Marketing and Enterprise Development Manager.

Business Services
Business Services is responsible for the centralized coordination of administrative functions for the Parks and Recreation Department. Areas of responsibility include: budget, human resources, volunteer management, customer service, performance measures/business plan, technology and revenue processing and reconciliation.

Parks Operations
Park Operations is responsible for the maintenance and care of 90 parks throughout the city. The Park Operation business unit is responsible for park and athletic field maintenance and the supervision of department assets. Staff within this business unit also oversees contract management of mowing of medians, right-of-ways, parks and various city properties.

Forestry and Beautification (FAB)
Forestry and Beatification (FAB) is responsible for maintaining and overseeing the urban forest, medians and right-of-way beautification. FAB also provides high profile maintenance on some of Arlington's showcase facilities such as, but not limited to, Caelum Moor, Founders Plaza, Johnson Creek and Center Street Trail.

Park Planning
Park Planning is responsible for designing and overseeing the park system infrastructure. Many obligations are to gather input from residents to design, redevelop and construct new parks in Arlington.

Asset Management
The Asset Management team is responsible for the oversight of minor repairs to facilities and maintenance on equipment such as mowers, weed whips, blowers, etc... This group also supports other business units during special events as needed.

The Performance Fund consists of Enterprise related business units such as but not limited to, Golf, Recreation Centers, Athletics and Rental and Lake Services. These business units are focus on cost recovery initiatives with the ultimate goal of achieving 100% cost recovery. As directed

The City of Arlington offers fabulous golf at four distinctly different courses to players of every level of experience. The golf courses open thirty minutes before daylight and close thirty minutes before dark, every day except on Christmas Day. The Arlington Golf courses operate with a strong business sense and self imposes very strict fiscal constraints on operations. As the golf industry has slowed over the last decade, Golf has become very intuitive in revenues and expenses in order to achieve and maintain 100% cost recovery. Arlington golf courses serve approximately 140,000 rounds per year. Retail sales, cart rental, lessons and events are also services provided at the courses.

Arlington Tennis Center (ATC)
The Arlington Tennis Center offers year-round programming that features lessons, clinics, leagues and tournaments. Programs are geared specifically towards children, teens and adults at all levels of play, from beginners to elite players. Programs are taught and supervised by USPTA certified tennis professionals and offer a structured, progressive system for all levels of play. ATC is not only a destination for local residents, but is also a venue in which regional, national and international tennis player compete. The 26-court facility generates a substantial amount of overnight stays at local hotels with approximately 97,000 visitors annually. ATC typically operates with a cost recovery ranging from 67%-81%. Industry standards of public facilities are generally 60%-65%.

Rental and Lake Services (RLS)
After a restructuring in 2012, RLS was created to improve the utilization of city assets by increasing the public use of facilities. This in turn should increase revenues. RLS is responsible for the operation of the Bob Duncan Center, Meadowbrook Recreation Center and the Lake House. This team also oversees the rentals of all pavilions, ball fields, Founders Plaza, open spaces and planning and implementation of special events. Special events are a new focus of this group as of FY2014. Within the first year of operation, the business unit exceeded expectations and cost recovery goals.

Marketing and Enterprise Development
This division was restructured in 2012 with a "3P Philosophy"; be Proactive; Be Progressive; and Be Purposeful. This foundation has led to the success of many initiatives in promoting APRD. The Marketing team creates campaigns and innovative projects that are designed to interact with the Arlington community. Marketing oversees graphic design, video, photography, web design, social media and content development for the entire Parks and Recreation Department. They also produce an Annual Marketing and Social Media Conference (Brand+Aid) that is the only conference that is focused in marketing of municipal parks and recreation departments.

The Aquatics team manages seven aquatic facilities throughout the city, one of which is an indoor year-round. Outdoor facilities generally open during the summer from Memorial Day to Labor Day. The Aquatics business unit provides a number of activities in which the community can participate. Opportunities range from water fitness, lifeguard training and learn to swim lessons for all ages. Annual cost recovery for the Aquatics unit had approached 80 percent in recent years compared to a national average of about 30 percent.

The Athletics business unit manages a variety of sports leagues and operations throughout the year for children, youth and adults. Activities include youth camps, fitness programs, group fitness programs, personal training, weight room and indoor walking track along with a plethora of league sports including coach pitch/t-ball, basketball, flag football, in-line hockey, kickball, softball and volleyball. The center also offers sports clinics, special events, tournaments, party services, Friday Night Skate and opportunities for private rentals. Annual cost recovery has been in excess of 90 percent since FY 2011.

Recreation Centers
The Recreation Center unit manages a total of three multi-purpose recreation centers and two senior adult centers for citizens 55 years of age and up. The recreation centers provide a variety of services including fitness rooms, computer lab, open play sports, day camps, classes, special events, group fitness programs, personal training, and private rentals. The senior adult centers have a similar program mix with programs but distinguish themselves with other programs such as local and destination travel, lunch meals, dances, billiards and board games. The Mayor's Youth Commission also falls under the guidance of this unit. Annual cost recovery for the unit, including the senior adult centers has averaged 73 percent since FY 2011.

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