A PLACE TO CONNECT, BELONG AND GROW
A vision for broadening our reach, deepening our impact and prioritizing sustainability STRATEGIC PLAN 2025
“I had the great opportunity to EXPERIENCE JOY
and independence in a beautiful location. Frost Valley is an affirming, EMPOWERING, community-building collective that offered me ANOTHER WAY TO LIVE and think about life.”
- JOHN, RETREAT GUEST
INTRODUCTION
Frost Valley YMCA has been a leader in camping and outdoor education for nearly 140 years, and we remain at the forefront of and committed to innovation, education and service for all. We are stronger and more determined than ever following a period of unprecedented change, including navigating through the pandemic and welcoming new leadership. Our organization stands at a pivotal moment. Despite the remarkable growth and expansion of our services and facilities over the past two decades, we recognize that achieving broad sustainability must be our next priority. Although the number of people we serve has grown exponentially, and our programs remain recognized for their quality and reach, financial stability has not kept pace, putting us at risk for diminished impact and stability.
In spite of these realities, or perhaps because of them, there is an unwavering spirit of resilience and optimism at Frost Valley YMCA. Our legacy as the nation’s oldest summer camp, and the oldest in the Y Movement, fuels our commitment to renewal, innovation and reimagined impact.
We recognize the need for strategic evaluation to align our programs, facilities and economic model, in an approach that is quintessentially Frost Valley YMCA, and one that expands our notion of how we can be more, for more people.
This plan lays out a strategic framework designed to overcome our challenges and propel us toward sustainability. More than just a road map, this plan embodies our collective vision for broadening our reach, deepening our impact and prioritizing sustainability.
Kate Lewis Chair of the Board of Frost Valley YMCA
Riel
Peerbooms
CEO of Frost Valley YMCA
OUR ENDURING TRUTHS
Although this plan frames a bold new vision for Frost Valley YMCA, we also recognize that an organization as old and storied as Frost Valley YMCA is built on a number of enduring truths. Designing and operationalizing our strategy around these fundamental aspects will ground us during a time of change:
OUR HISTORY, LEGACY AND LEADERSHIP
Our history informs and guides our future.
OUR OWNERSHIP AND STEWARDSHIP OF THE LAND
The land we operate on and the large swaths of land around us are part of our legacy.
WE ARE PEOPLE ORIENTED
Our focus is on people, and ensure that their experience with us is meaningful and with impact.
WE PRIORITIZE TECHNOLOGY FREE EXPERIENCES
In a world increasingly dominated by screens and technology, we prioritize tech-free experiences.
WE ARE FOR ALL
We aim for our programs to be financially accessible for all, and provide experiences that feel inclusive.
WE ARE EDUCATORS
We take our role as environmental educators seriously.
OUR VISION & MISSION
Frost Valley YMCA is a place where people from all backgrounds and experiences can connect, belong and grow, through engagements in community, nature, the arts and recreation, to cultivate a healthy and fulfilled life.
OUR VALUES
The YMCA’s character values of CARING, HONESTY, RESPECT & RESPONSIBILITY guide Frost Valley YMCA’s core organizational values, which serve as pathways for our guests as they engage with nature, art and each other.
WE ARE:
INCLUSIVE and DIVERSE
Above all, we aim for a community where all feel that they belong
CARING and CONNECTED
We prioritize our connection to others in a caring community
HONEST and RESPECTFUL
We are honest to and about each other and ourselves, and we appreciate and respect our shared experiences and differences
RESPONSIBLE and ACCOUNTABLE
For and to ourselves, each other and our environment
FROST VALLEY YMCA TODAY
Throughout this plan, four key themes emerge, each reflecting our current position and the challenges we face:
1. Programmatic
Our program models, though historically successful, are in need of rejuvenation. We want to ground our programs in the research and data to support their effectiveness in today’s landscape. Despite strong enrollment in some segments, we face mounting competition. It’s time to reimagine our programs, infusing them with innovation and evidence-based practices to ensure they remain relevant and impactful.
2. Financial
Our financial model is out of step with the scale of our facility and the demands of our future. We must address this disparity to secure the stability and resources necessary for sustained growth and excellence.
3. Operational
The infrastructure of Frost Valley YMCA is showing signs of age, with a pressing need for substantial investment to ensure the safety, functionality and appeal of our facilities.
4.
Strategic
At the heart of our challenge lies the need for a new and cohesive vision for the future. With respect for our history, we choose to chart a bold new course forward. We embrace a unified vision that both propels us toward new horizons while honoring our rich past as a leader and innovator in children’s summer camps.
PURPOSE OF THE STRATEGIC PLAN
This strategic plan offers a road map to transform Frost Valley YMCA into a thriving place known for its inclusivity, innovation and deep sense of community and as an industry leader in all aspects. We imagine:
Expanding our Programs
We envision a future where Frost Valley YMCA offers a diverse array of programs tailored to meet the needs of an expanded audience. This means breaking free from traditional and perceived limits and embracing new opportunities for growth and impact.
A Modern Identity
It’s time to redefine our identity beyond the confines of a traditional summer camp. By fostering a modern, shared language and values across all our endeavors, we aim to better connect with our community and stakeholders, transcending the limitations of a summer camp–centric approach.
A Focus on Financial Diversification
To ensure our long-term sustainability, we have to diversify our access to financial resources. This entails exploring new avenues for funding and partnerships that leverage our unique strengths and assets.
Exploring New Opportunities
Our strategic framework provides a structured approach to identifying and developing specific opportunities that capitalize on our distinctive assets. By harnessing the full potential of Frost Valley YMCA, we can unlock new pathways to success and growth and welcome even more — and more diverse — people to experience Frost Valley YMCA.
OUR STRATEGIC PROCESS
Over the course of several months, the strategic planning committee, consisting of executive leadership, staff, consultants and external stakeholders, engaged in a series of group and individual listening sessions to gather input on the future of Frost Valley YMCA.
PLAN TO PLAN
• CONVENE Team Meeting
• REVIEW Planning Documents
• FORM Planning Committtee
WRITE STRATEGIC PLAN
• HOST Post-Retreat Work Session
• DETERMINE Objectives & Strategies
• ASSESS Resources
• ALIGN Budget
• DETERMINE Tools to Measure Progress
• ANALYZE Data Collected 1 4 5 2 3
GATHER AND ANALYZE DATA
• CONDUCT Organization Assessment
• COMPILE Foundational Documents
• GATHER Stakeholder Input
• CREATE Trend Statements
SET PURPOSE AND STRATEGIC DIRECTION
• REVISIT Mission, Vision & Values
• ORGANIZE Board/Staff Retreat
• DISCUSS Data Implications
• PERFORM SWOT Analysis
• IDENTIFY Desired Outcomes
IMPLEMENT PLAN
• APPROVE Final Plan
• COMMUNICATE Plan to Stakeholders
• MONITOR Plan Progress
Through group sessions, individual interviews and staff sessions, we heard from more than 250 of our staff, alumni, funders, friends, campers and guests who shared their views about the strengths of Frost Valley YMCA and what its future ought to prioritize. The themes highlighted in this strategic framework are a result of the comprehensive feedback of the community’s perspectives and their priorities.
WHAT WE HEARD
Since 1885, Frost Valley YMCA has welcomed hundreds of thousands of individuals, groups and families through its doors. Because of this, Frost Valley YMCA means many things to many people, and the many voices we heard made this very clear. We also learned about common views shared, what should not change and especially how a Frost Valley YMCA experience, unlike other experiences, makes an impact that lasts a lifetime.
KEEP maintaining our Core Values
KEEP preserving and centering the histories of Frost Valley alumni and the history of Frost Valley YMCA
KEEP accommodating all children and families in need of services; our FOR ALL ethos
FOCUS ON diversification of our program offerings to meet the times
KEEP our partnerships with advocacy groups and organizations that support unique childhood challenges
KEEP our focus on outdoor experiences for all
KEEP maintaining the unique and traditional aspects of the camp experience
FOCUS ON improving staff performance and enhancing leadership development opportunities for staff
FOCUS ON ensuring financial stability and diversification
FOCUS ON ensuring representation of different demographics among staff and campers
FOCUS ON strengthening ties with the local community
FOCUS ON reviving and strengthening alumni committees
Above all, we heard about the deep well of passion and the meaning that Frost Valley YMCA has played in people’s lives, no matter which program they participated in.
IMPLEMENTATION TIMELINE AND HORIZON
Both the landscape of youth development and the business climate have evolved considerably in recent years, and the pandemic has only accelerated these changes. In navigating our future at Frost Valley YMCA, we recognize that fully realizing our ambitious plan will be a gradual process.
To ensure its success, we’ve outlined a strategic approach divided into three distinct but overlapping phases:
Phase 1
Stabilization & Analysis
Over the course of the first few years, a dedicated process to operationalize and refine our plan will be designed, including yearly performance targets, built with flexibility to adapt to changing circumstances so we can fine-tune our strategies for maximum impact. During this phase we will plan for a deep market and operational analysis, so our approach will be rooted in relevant data. This phase will prioritize stabilizing the infrastructure of the organization, building an expanded donor pipeline and organizing for Phase 2.
Phase 2
Mobilization & Ramping Up
This phase aims to build on the foundation laid by Phase 1 and to initiate expanding our network and raising the capital required for longterm stability. During this phase, we expect to launch a comprehensive capital campaign built on early indicators of our success in expanding and diversifying our program and revenue during Phase 1.
Phase 3
Revitalization & Stability
In the final phase, we expect to have made significant progress in each of our priority areas, resulting in an across-the-board revitalization of Frost Valley YMCA, transforming it into a thriving, stable and exemplary youth-serving organization.
Accountability & Review
At the conclusion of years 1, 3 and 6, we will conduct comprehensive reviews to assess our progress and realign our goals as needed. These checkpoints serve as opportunities to reaffirm our commitment to accountability and to set new targets for the journey ahead.
OUR COMMITMENT TO ALL
We strive to be a place where all people belong, where our work increases inclusion and diversity, where equity is evident in our decisions and actions, and where all are respected. We do this to ensure that all people have the opportunity to reach their full potential with dignity.
WHAT MAKES FROST VALLEY
YMCA STAND OUT
Our Theory of Change
A Frost Valley YMCA experience is as timeless as it is timely; it is needed now more than ever. Through outdoor, community-focused experiences in nature, art and recreation, young people and families build lifelong connections, develop a sense of belonging and acquire skills to live a healthy and fulfilled life.
These experiences will predominantly take place in three areas: Summer Camp, Year-Round Programs (Outdoor School Programs, Group and Family Retreats, Team Building Retreats) and Community Programs (including the arts and recreation).
Our Approach
Spending time at Frost Valley YMCA feels easy and unencumbered, but our programs are anchored and informed by youth development research and are carefully curated to focus on providing four types of activities and experiences:
To enhance the SOCIAL EXPERIENCE we ask:
To spend more TIME OUTDOORS we ask:
How does this help our guests connect with themselves, others and the Frost Valley community?
Can this be done outside?
To develop a NEW SKILL we ask: What skill does this teach?
To be CHALLENGED outside one’s comfort zone we ask:
How can this be made more challenging?
We believe these types of activities are best enjoyed when sprinkled with a touch of Camp Magic; it is what makes Frost Valley YMCA joyful, special and an abundance of fun.
OUR IMPACT
We Are Serious About The Importance of a Good Time
Although our guests may mostly remember the good times and laughs shared during their time at Frost Valley YMCA, we know our experiences impact our guests more profoundly.
We focus on and aim to collect data in four main impact areas:
The Development of Social Emotional Learning (SEL) Skills as a Predictor of Long-Term Success and Ability to Thrive
Increased Affinity and Concern for Nature
Enhanced and Deepened Connection and Bonds with Family, Friends and Other Guests
A Sense of Belonging to a Greater Community and Cause
THE INTERSECTION OF NATURE, ART & RECREATION
In developing this plan, we have asked ourselves who we are really for, and whether our current approach enables us to be as impactful as we have been for generations and for countless people.
Much of this plan focuses on enhancing what we already do well, but the most significant expansion is to highlight and emphasize the intricate interplay between nature, art, and recreation as a comprehensive way to offer an array of experiences that enrich the lives of youth and serve as a catalyst for holistic development. After all, these three areas are natural complements to one another. It is well established that exposure to nature enhances cognitive functioning, reduces stress and promotes overall well-being. Similarly, engagement with art stimulates creativity, fosters emotional expression and cultivates a sense of empathy. Additionally, participation in recreational activities, and in particular physical movement, promotes physical health, instills vital life skills such as teamwork, problem-solving, and resilience, and enhances the connection between mind, body and spirit.
We acknowledge that access to these enriching experiences is often a privilege, disproportionately available to certain socio-economic groups. By expanding our programs to emphasize this intersection, we broaden the horizons of our audience and strive for equity, ensuring that all people, regardless of background, have the opportunity to thrive in environments where nature, art and recreation intersect.
This is what FOR ALL means to us.
OUR STRATEGIC PRIORITY AREAS
The Frost Valley YMCA Strategic Framework identifies four priority areas, around which the work and the future will be organized:
More Things for More People
We have a lot to offer and aim to significantly expand our offerings beyond our current work to engage more people to Frost Valley YMCA and share what it has to offer.
A Place to Thrive and Advance
We prioritize our staff’s experience to ensure their excellence during and beyond their time at Frost Valley YMCA.
A Facility Fit for Purpose
We will pursue an intentional rethinking to right-size and align our facility.
Financial and Operational Agility
We will modernize our operation, sustained by diverse funding streams.
MORE THINGS FOR MORE PEOPLE
An intentional, high-quality program that is the antidote to screen-focused lives, centering on experiences in nature, the arts and recreation, connecting guests to one another, and serving a larger and a wider audience.
We aim to:
1. Adopt a data-driven approach to program selection for best-in-class curriculum design and delivery
2. Integrate the arts and art experiences into our programming, elevating art as a fundamental pillar of our work to build community and individual creativity
3. Enhance current programs and build new ones to develop a modern and comprehensive portfolio that meets the needs of today’s audiences and broadens community engagement
4. Expand, develop and improve current partnerships and bring on new partnerships with other nonprofits and hospitality-related entities to deliver programs and welcome diverse audiences
What this could look like:
We imagine a program portfolio that expands beyond our current offering to overnight and day audiences, catering to people who come from afar and who live in nearby communities. The offering will be enriched by a collection of exciting partners who deepen and enhance our work. All of this will be led by a team that is excited to try new things and dream big.
A PLACE TO THRIVE AND ADVANCE
A workplace that prioritizes a culture of belonging, where employees can thrive in their work, with a focus on developing high-quality career development, ensuring our staff’s excellence and success during and beyond their time at Frost Valley YMCA.
We aim to:
1. Institute a culture that values making decisions based on data and research with a culture of feedback
2. Transform the employee experience at Frost Valley YMCA into a career-building experience, ensuring staff gain the knowledge, skills and attitudes for excellence
3. Enhance the Frost Valley YMCA employment experience through an increased focused on mental well-being and wellness, housing and benefits as crucial secondary considerations
4. Develop and implement a structured and intentional approach to culture and the employment experience at Frost Valley YMCA
What this could look like:
We imagine a workforce that is diverse and, above all, made up of people excited to be a Frost Valley YMCA team member, who focus on our guests and have a desire to learn, grow and develop as employees and as a people. Moreover, we seek to have challenging and joyful professional experiences for all our employees, no matter how long their stay.
A FACILITY FIT FOR A PURPOSE
An improved, renewed and upgraded facility, which will evolve and be redesigned with connection, community and inclusion at the center.
We aim to:
1. Develop and execute a short-term plan for site renewal and priority upgrades
2. Develop a comprehensive master plan based on program portfolio and community needs, including a focus on environmental sustainability and accessibility
3. Execute a comprehensive building-by-building analysis, with a special focus on developing plans for:
• The Castle
• Lakeview/Geyer
• East Valley Ranch
• Staff housing
4. Leverage our real estate portfolio to support organizational and financial goals
What this could look like:
We imagine a facility that aligns well with the program offering, that is aesthetically pleasing and comfortable and embodies the FOR ALL credo.
FINANCIALLY AND OPERATIONALLY AGILE
A prioritization of operational efficiency and financial health throughout all aspects of the organization.
We aim to:
1. Reimagine the business model and economic engine in response to current and future market opportunities
2. Achieve financial efficiency and stability by adopting state-of-the-art methods and systems for financial and operational management
3. Improve operational efficiency through lean, collaborative staff structures, supported by modern methods and systems and a rightsized facility
4. Expand our philanthropic reach through individuals and partnerships by aligning our work with philanthropic priorities and opportunities
What this could look like:
We imagine a versatile organization, driven by modern systems and approaches, and with diverse funding sources that supercharges our ability to be FOR ALL.
GETTING TO WORK
The BIG Questions
The priorities outlined above will be the starting point for the team’s work to design the most effective tactics and approaches, paired with annual performance indicators for success.
A strategic screen will be used to assess initiatives and plans to ensure they are aligned with the strategic direction, as the plan is operationalized year over year.
Is it Mission and Values aligned?
What data or research is available to support this?
Is this environmentally, operationally and financially sustainable?
Do we have or can we attract the expertise?
How will this contribute to a more inclusive experience for guests and staff?
What do we have to give up in order to do this well?
PLAN IMPLEMENTATION AND MONITORING
We are excited to enter this next phase of Frost Valley YMCA and together dream big about our future, so we may continue to be a place of connection and community for many generations to come.
An internal Strategic Committee as well as the Board of Trustees will continually monitor this plan as it is operationalized by our teams into annual goals and metrics. This is the heart of the work: a team of dedicated and passionate professionals coming together around a shared vision, bringing their best work to deliver big for Frost Valley YMCA.
We are incredibly grateful for the 250-plus individuals who played a role in the shaping of this plan. It is our hope all will see themselves reflected in it and see how the many varying experiences and perspectives tie together in this next vision of Frost Valley YMCA. As we like to say, there is something for everyone in The Valley.
THANK YOU
A special thank you to:
The members of our Board for the their deep engagement during the development of this plan, and especially Board Members Peter Andruszkiewicz and Emily Kellogg Gesualdi for their guidance and wisdom
Parent Liaison and Program Partner Marta Esquilin for her insights and the manner in which she encouraged the committee to think deeply
All Frost Valley YMCA staff who were engaged with the development of this plan, in ways big and small
All who participated and lent their voice to the development of this plan and your continued passion for Frost Valley, now and in the future
The Alliance of New York State YMCA’s Director of Member Advancement Rob Totaro, who shepherded the Frost Valley YMCA committee through this process
If you would like to receive a printed copy of this plan, please reach out to info@frostvalley.org.
