2 2010 Cprs Repositioning To Become Vital


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Repositioning To Become Vital

VIP IN ACTION "Parks Make Life Better"

Parks and recreation make lives and communities better now and in the future by providing access to the serenity and inspiration of nature; outdoor space to play and exercise; facilities for self-directed and organized recreation; positive alternatives for youth which help lower crime and mischief; and activities that facilitate social connections, human development, therapy, the arts, and lifelong learning.
“We Create Community and Quality of Life through People, Parks and Programs”

Manhattan Beach Parks and Recreation Department strengthens our community’s fabric, health and well-being, economic base and security. Manhattan Beach residents have long valued neighborhood and community parks as special natural places where they can relax, walk, meditate, enjoy family time, and seek spiritual renewal. As our quality of life has been threatened by crime, urban sprawl, family disintegration, and other modern pressures, the Manhattan Beach Parks and Recreation Department – in partnership with our school district and community-based organizations and business – has risen to the challenge, providing services to increase community health and stability. Today, the Manhattan Beach Parks and Recreation Department provides much, much more than recreation experiences.

Through diverse and innovative programming, and broad partnerships, the Parks and Recreation Departments plays an important role in creating a healthy community. By providing the space to learn and play, space to be safe & secure and space to create & imagine, the Manhattan Beach Parks and Recreation Department meets a nine-part mission:

WE STRENGTHEN COMMUNITY IMAGE AND SENSE OF PLACE: Parks, recreation facilities, programs and community events are key factors in strengthening community image and creating a sense of place.

WE SUPPORT ECONOMIC DEVELOPMENT: Recreation programs and facilities attract and retain businesses and residents, as well as tourists. Parks and recreation provides jobs and generates income for the community and for local businesses.

WE STRENGTHEN SAFETY AND SECURITY: Park and recreation professionals provide safe environments for recreation activities and design programs and services specifically to reduce criminal activity.

WE PROMOTE HEALTH AND WELLNESS: Participation in recreation activities improves physical, social and emotional health that positively impacts community health and wellness.

WE FOSTER HUMAN DEVELOPMENT: Parks and recreation services foster social, intellectual, physical and emotional development.

WE INCREASE CULTURAL UNITY: Parks and recreation increases cultural unity through experiences that promote cultural understanding and celebrate diversity.

WE PROTECT ENVIRONMENTAL RESOURCES: By acquiring and protecting valuable resources as open space, rivers, streams, greenways, view sheds forests, habitat areas, and natural resources are protected and habitat required for the survival of diverse species is preserved.

WE PROVIDE RECREATIONAL EXPERIENCES: Through programmed and self-facilitated recreation, a variety of benefits to individuals, families, neighborhoods, and communities are achieved. Recreational experiences are important as an end in themselves for personal enjoyment.

WE FACILITATE COMMUNITY PROBLEM SOLVING: Park and recreation professionals possess facilitation and leadership skills that can be applied to resolve community problems and issues.

“We provide the place, space and experiences that build high self-esteem and the feeling of living a full life
Idris Jassim Al-Oboudi, City of Manhattan Beach Recreation manager 2001"
ادريس جاسم العبودي

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  • Strategies are not mutually exclusive
  • 2 2010 Cprs Repositioning To Become Vital

    1. 1. Mr. Idris Jassim Al-Oboudi ادريس جاسم العبودي City of Manhattan Beach Parks and Recreation Dr. Keith Fulthorp, Ed.D. California State University, Long Beach Department of Recreation and Leisure Studies
    2. 2. <ul><ul><li>Review the evolution of the VIP, Repositioning, and Branding efforts of CPRS </li></ul></ul><ul><ul><li>Identify how the program life cycle and repositioning strategies can help you become vital in your community </li></ul></ul><ul><ul><li>Utilize a programming/evaluation tool that will assist your repositioning/branding efforts </li></ul></ul>
    3. 3.
    4. 4. <ul><li>Core Values </li></ul><ul><li>Vision </li></ul><ul><li>Mission Areas </li></ul><ul><li>Core Competencies </li></ul><ul><li>Strategies </li></ul><ul><li>Performance Measures </li></ul>
    5. 5.
    6. 6. <ul><li>Provides modality for programming </li></ul><ul><ul><li>Creates purpose (value) driven programming </li></ul></ul><ul><ul><li>Helps position your agency to meet community needs </li></ul></ul><ul><li>Provides a framework for evaluating and communicating program results </li></ul><ul><ul><li>Communicating program results helps further your positioning efforts </li></ul></ul>
    7. 7. <ul><li>Positioning is the process of understanding and changing the way people view your organization by identifying and filling an important niche in the community. </li></ul>
    8. 8. <ul><li>Positions exist in the minds of stakeholders ( influenced, but not determined, by the agency). </li></ul><ul><li>Positions exist relative to those of competitors (not in isolation). </li></ul><ul><li>Distinctness and consistency are integral (otherwise you’ll create a ‘fuzzy’ image). </li></ul>
    9. 9. <ul><li>In the context of public parks and recreation, positioning is the process of fostering a desired image of the agency in the minds of citizens and elected officials relative to other public agencies who are competing for tax allocations. </li></ul>
    10. 10. <ul><li>Improve perceptions held by citizens and elected officials so that the agency is viewed as making more substantial contributions to important community concerns . </li></ul><ul><li>Improve an agency’s ability to compete successfully for a greater share of the finite public tax pool . </li></ul><ul><li>Improve our level of responsiveness to participants, and perhaps more importantly, taxpayers in general. </li></ul>
    11. 11. <ul><li>As these objectives are advanced, the value of park and recreation services will rise in the public’s eyes and increased resources will be made available to further enhance the benefits that these programs and facilities offer. </li></ul>
    12. 12. <ul><li>Real – involves actually changing what the agency does so that its offerings are perceived as addressing important community needs (actions) </li></ul><ul><ul><li>Associative-  Aligning with other organizations that already possess the desired position/outcome/benefit and acquiring some of this position from the association </li></ul></ul><ul><li>Psychological – altering stakeholders’ beliefs about what an agency currently does (outcomes) </li></ul><ul><li>Competitive – altering stakeholders’ beliefs about what an agency’s competitors do (comparisons) </li></ul>
    13. 13.
    14. 14.
    15. 15. <ul><li>P urpose D riven P rogramming </li></ul><ul><ul><li>Positioning your programs with community issues </li></ul></ul><ul><ul><li>Align communication tools of existing programs with VIP Language </li></ul></ul><ul><ul><li>Utilize the Program Life Cycle and program evaluations to direct your repositioning and banding efforts </li></ul></ul>
    16. 16. <ul><li>Review use of Becoming Vital- Action Plan </li></ul><ul><li>Review Use of Becoming Vital- Evaluation Form </li></ul><ul><li>Group Activity </li></ul>
    17. 17. <ul><li>Used for Program Planning </li></ul><ul><li>Connects Programming with VIP Framework </li></ul><ul><li>Helps you stay focused on VIP Mission-in-Action </li></ul><ul><li>Helps you continue to identify brand messages </li></ul>
    18. 18. <ul><li>Used for Program Evaluation </li></ul><ul><li>Produces Data Driven Programs </li></ul><ul><li>Helps you position your programs to meet community goals </li></ul>
    19. 19. <ul><li>Review Examples of Vital Action Plan and Evaluation Forms </li></ul><ul><li>Select a community goal from your group’s community </li></ul><ul><li>Utilizing the forms, complete an Action Plan and Evaluation Form for your program </li></ul>
    20. 20. <ul><li>How was utilizing the Vital Action Plan Form Helpful? </li></ul><ul><li>What new ideas occurred to you while utilizing the form? </li></ul><ul><li>What would be different or better about your ability to communicate how your programs meet community goals by using this form? </li></ul>
    21. 21. <ul><li>In the contexts of the PDP Programming and Evaluation forms, demonstrating results must transcend the old paradigms of program success </li></ul><ul><li>Old Paradigm = “Process Data” </li></ul><ul><ul><li>Numbers/Attendance </li></ul></ul><ul><li>New Paradigm = “Perception Data” </li></ul><ul><ul><li>Answers the question: How are people better/different because of your programs & services? </li></ul></ul>
    22. 22. <ul><li>Demonstrating results assumes that your programs are producing results </li></ul><ul><ul><li>Programming with the VIP via the PDP </li></ul></ul><ul><li>The PDP Evaluation form can become a tool for you to quickly and strategically inform key stakeholders of your program results. </li></ul>
    23. 23. <ul><li>Programming and program evaluations with the VIP in mind will help you become vital in positioning your programs to meet community goals </li></ul><ul><li>Your agency’s core values should match the VIP Framework’s values </li></ul>
    24. 24. <ul><li>Programming with the VIP, utilizing the Program Life Cycle AND the Planning/Evaluation forms will help you position/reposition your programs with the VIP and become VITAL </li></ul>
    25. 25. <ul><li>Idris Al-Oboudi , Recreation Services Manager </li></ul><ul><li>City of Manhattan Beach </li></ul><ul><li>1400 Highland Ave Manhattan Beach, CA 90266 </li></ul><ul><li>310-802-5404 </li></ul><ul><li>[email_address] </li></ul><ul><li>Dr. Keith Fulthorp, Ed.D. </li></ul><ul><li>Internship Coordinator/Lecturer </li></ul><ul><li>Department of Recreation and Leisure Studies </li></ul><ul><li>California State University, Long Beach </li></ul><ul><li>1250 Bellflower Blvd. Long Beach, CA 90840 </li></ul><ul><li>562-985-8728 </li></ul><ul><li>[email_address] </li></ul>