existing system overview
this important marketing and informational tool.Websites
are fluid and have the ability to promote programs, events,
and amenities visually. Similar to “a picture is worth 1000
words”, written program descriptions can be minimized
with the addition of descriptive photos.
The majority of patrons using the web do not want to read
a large amount of text. However, the insertion of pictures
or even videos of users can have a much quicker “sell.” An
example of this would be when a user chooses to view the
“Halloween and Fall Events.” The use of a picture or video
from last year’s Pumpkinfest would be very beneficial.
Other recommendations include:
• Develop an About tab on the Department page that
would include a Staff Directory, Mission Statement,
Governing Information, and Frequently Asked
Questions. The City of Henderson, Nevada has a clear
and easy to read Parks and Recreation page that makes
it easy to find content while being visually appealing;
• Consider creating a link to Google Maps for the Park
• Create a Volunteer Section where all volunteer
opportunities are listed. This gives the Department
another opportunity to brand their volunteer
program and highlight awards, recognition, and
• Redesign the main page for the Recreation
Department in a way that is more visually appealing.
This can be done in a variety of ways such as a photo
slider of upcoming programs or events, a video from
the director or leadership staff, or testimonials from
• Reinforce the Department’s commitment to
sustainable practices. Provide information about
maintenance and design practices being used to
A process should be put into place to constantly assess
the website, at least on an annual basis, as this is the
first introduction of the Department to many potential
customers. An assessment should include a review of the
The assessment should include external customer
feedback through focus groups. In addition, it is helpful
to have recreation program staff and contractual
instructors review the site and provide suggestions in
areas of improvement, based on their use of the site and
suggestions they hear from customers.
It is projected that within the next five years, there will
be an equal number of users who may access websites
through smart phones (iPhones, Androids, Blackberries,
etc.) and Tablets (iPad, Samsung Galaxy, HP Slate, etc.).
In order to maximize outreach to its target market, the
Department should evaluate developing applications and
aWAP (wireless application protocol) enabledwebsite that
can be easily viewed by potential users on smart phones or
tablets and also allow them to make online reservations. A
great example of a mobile Recreation site is the Parks and
Recreation Department of Arlington, Texas. The City has
created an Application for their Recreation Department
and easy to access applications for Leagues, Registration,
Special Events, and their program guide.
The Department has also adapted to the world of social
media and offers applications on their website for
Facebook, Twitter, You Tube, Flickr, and Beehive. All of
these allow community members more opportunity to be
informed and connected to the city. Currently these tools
are being used extensively for basic city information such
as public hearings and public input meetings. Social media
has proven to be an effective media outlet for promotional
marketing of programs, events, and current projects.
When using it for this purpose, the Department can post
photos of events or testimonials from past participants as
a way to promote itself.
Currently, the Department uses ClassTrack software for
processing program registration. Additional analysis of
this information with GIS will allow for more thorough
level of service mapping. The city of Arlington, Texas
is currently using GIS to gather information such as the
top percentage of spenders, most recent customer, most
frequent customer, and where these customers are located
and how far they are traveling for programs and services.
Additionally, using GIS, staff would be able to develop
targeting marketing and advertisement to specific areas.
• Customer Usage
• Internal Support