Grapevine Parks and Recreation: 2020 Strategic Plan

2020

STRATEGIC PLAN Setting priorities, strengthening operations and focusing energy and resources toward what matters most in our community.

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GRAPEVINE PARKS & RECREATION

PURPOSE The Grapevine Parks and Recreation Strategic Plan outlines how the agency will achieve its mission, goals, and objectives over an extended period of time (three to five years). The strategic plan is reviewed annually and is approved by the approving authority.

The City of Grapevine Parks and Recreation developed the 2020 Strategic Plan to set priorities, strengthen operations and focusing energy and resources toward what matters most in the community.

Last reviewed: June 4, 2020

Implementation Date: January 7, 2020

Approved by: Kevin Mitchell, Department Director

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GRAPEVINE PARKS & RECREATION

SPECIAL THANKS & ACKNOWLEDGMENTS We would like to send a special thanks to all of the following leadership who helped in this process.

STRATEGIC PLANNING TEAM •

Kevin Mitchell, Director

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Chris Smith, Deputy Director

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Amanda Rodriquez, Marketing Manager

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Tony Steele, Parks Manager

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Randy Sell, Lake Parks Manager

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Trent Kelley, Recreation Manager

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Kathy Nelson, Capital Improvements Manager

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April Rogers, Events Manager

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Scott Hardeman, Hospitality Manager

GRAPEVINE PARKS AND RECREATION ADVISORY BOARD •

Christian Ross, Chairman

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Roy Robertson

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Joe Luccioni

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Dana Gibson

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Terry Musar

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Mark Assaad

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Morgan Nichols

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Ray Harris

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David Buhr

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Paul Slechta, City Council Liaison

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Doug Noell, GCISD School Board Liaison

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Lina-Grace Assaad, GHS Student Liaison

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SENIOR CITIZENS ADVISORY BOARD

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Darlene Freed, Mayor Pro-tem

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Paul Slechta, Place 1

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Richard Guckel, Chairman

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Sharron Rogers, Place 2

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Tena Burrell, Co-Chairman

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Leon Leal, Place 3

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Betty Davis

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Chris Coy, Place 5

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Jan Ramsey

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Duff O’Dell, Place 6

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Carey Miller

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Pam Price

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Duff O’Dell, City Council Liaison

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Isabelle Boyd, Active Adults Liaison

Bruno Rumbelow, Grapevine City Manager

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Christine Szymaszek, GRACE Liaison

Jennifer Hibbs, Assistant City Manager

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Teri Rhodes-Cantu, Housing Authority Liaison

GRAPEVINE CITY STAFF

CITY COUNCIL •

William D. Tate, Mayor GRAPEVINE PARKS & RECREATION

DEPARTMENT OVERVIEW The Parks and Recreation Department offers hundreds of program opportunities, manages 49 parks totaling 1,555.64 acres, 5 sports complexes, 23 trails and 12 boat ramps in the Grapevine Parks and Recreation System.

Grapevine Parks and Recreation’s vision is to make our community a happier place to live and play through diverse programs, organized sports for youth and adults, dance, special events, health and fitness, outdoor recreation, volunteering, and more. The Department aims to empower citizens to learn, discover, and live life to the fullest and build a stronger community together. The overarching goal is that everyone have easy access to park and recreation opportunities in a sustainable community.

The agency offers more programs than any other North Texas city of similar size. The Department’s objective is to ensure our community continues to take advantage of the all of these opportunities.

The Department recognizes the following three pillars as core values established by the National Recreation and Park Association: Health & Wellness, Social Equity and Conservation.

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GRAPEVINE PARKS & RECREATION

THE MISSION It is the mission of Grapevine Parks and Recreation to enhance the quality of life of the citizens of Grapevine, through stewardship of our natural resources and the responsive provision of quality leisure opportunities.

STRATEGIC PLANNING PROCESS In traditional strategic planning, management focuses on defining organizational problems and solutions.

This method of planning and communicating organizational change can be interpreted negatively, making it difficult for all members of the organization to buy into the vision and planning process.

The Grapevine Parks and Recreation Department elected to use a collaborative, positive process for strategic planning, focusing on the department’s strengths and building upon what is working well in order to best serve the Grapevine community. This positive approach to organizational change requires that employees and other stakeholders have the opportunity to share their ideas, understand why change is desired, and feel empowered to try different strategies to accomplish organizational goals.

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GRAPEVINE PARKS & RECREATION

CHRIS SMITH, DEPUTY DIRECTOR

Administration This division supports the global strategic initiatives and priorities of the Grapevine Parks and Recreation Department.

GOAL:

Optimize resources and budget to maximize citizens’ exposure to parks and leisure services in Grapevine.

Objectives:

GOAL:

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Stay in budget. 2020

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Streamline ICA process. 2020

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Streamline volunteer/contractor badges and background checks. 2020

Be the Premier parks and Recreation Department in the State of Texas

Objectives: •

Complete CAPRA submission/site visit. 2020

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TONY STEELE, PARKS MANAGER

Parks Maintenance This division maintains and repairs everything in the parks and trails system.

They answer to residents’ needs by performing repairs and improvements when necessary. The division also is over portions of park developments.

GOAL:

Conduct park improvements and landscape enhancements that have been budgeted

Objectives: •

Renovate Skate Park at Dove Park by third quarter. 2020

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Complete Dove Pickleball Courts by second quarter. 2020

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Complete Oak Grove Sand Volleyball Courts. 2020

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Complete Paddocks at Bark Park by May. 2020

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Continue Botanical Garden enhancements. 2020 •

Add landscape lighting at the Botanical Garden

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Refurbish pedestrian bridges

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Install wedding pavilion

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Conduct two median landscape enhancements (PI). 2020

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Dove spray ground renovated. 2020

GOAL: Update Central irrigation by end of 2020 GOAL:

Continue focusing on differed maintenance

Objectives: •

Increase acreage under irrigation to 277 (PI). 2020

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Increase total acres maintained to 1,727 (PI). 2020

GOAL: Continue developing wayfinding signage for all parks Objectives: •

Work with Marketing and CIP to complete local park signage design. 2020

Notes: In Lake Parks it is evident that the department management needs to look at ways to get more support for the Lake Parks team to handle all maintenance items in the lake parks. Staffing in Parks Maintenance is at a good place in the general fund, but more resources need to be available in the lake parks fund to support care of those properties.

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AMANDA RODRIGUEZ, MARKETING MANAGER

Marketing & Communications This division is responsible for branding, marketing, and promotions of all programs, facilities and services within the department.

They communicate with the public daily and help bridge any communication gaps between the department and the community.

GOAL:

Increase promotions of programs and services through digital platforms

Objectives: •

Increase social media presence by attaining 24k Facebook,(PI), 4k Instagram & 2k Twitter. 2020

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Build/promote the GoGrapevine.com Blog beginning first quarter 2020 and gain more influencers to write for it throughout the year. 2020

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Contract a digital media coordinator to help manage social media and other digital marketing tasks by first quarter. 2020

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GOAL:

Increase Go Grapevine Snapshot to an open rate of 50%. 2020

Begin the 2021 Master Plan by fall of 2020

Objectives:

GOAL:

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Create Community Involvement Plan to engage all segments of population in planning. 2020

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Create 2020 citizen survey and work with National Research Service to conduct survey. 2020

Create training program to educate staff on branding and communications for the Department

Objectives: •

Train staff on community relation policies. 2020

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Train staff on updated branding guidelines. 2020

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T R E N T K E L L E Y, R E C R E A T I O N M A N A G E R

Recreation & Athletics This division creates opportunities for new recreational programs, including youth sports, to keep the community active and healthy.

GOAL:

Increase operational office space and co-working spaces for members at The REC

Objectives: •

Construct & Complete renovations by year end. 2020

GOAL: Increase Safety and Security at The REC Objectives:

GOAL:

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Complete Security Plan by the end of the first quarter. 2020

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Implement components of the security plan by end of year. 2020

Formalize program decision making by end of 2020

GOAL: Expand adult sports leagues and enhance participant experience Objectives:

GOAL:

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Implement digital rosters for athletic leagues. 2020

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Attain 160 adult teams (PI). 2020

Increase quality and expand programing of youth events

Objectives:

GOAL:

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Complete e-sports program. 2020

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Attain 4,000 youths registered at The REC (PI). 2020

Increase patron experience at The REC

Objectives: •

Upgrade technology throughout. 2020

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Precor fitness equipment in-house maintenance. 2020

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Customer acknowledgment incentive program. 2020

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Achieve 96%satisfaction rate (PI). 2020

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GOAL:

Improve quality of aquatics special events

Objectives: •

Further utilize registration software to cap attendees to align with available staffing for both indoor and outdoor events within this year. 2020

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Utilize special event team expertise to plan and execute events in an organized and pleasurable manner beginning with summer 2020 events. 2020

GOAL: Improve pre-season training for lifeguards and outdoor/indoor aquatic staff •

Attain at least two internal certified lifeguard instructors in an effort to offer more in-house training by May 2020. 2020

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Attain at least one Water Safety Instructor Trainer in an effort to offer more in-house training by May 2020. 2020

GOAL:

GOAL:

Enhance Active Adult experiences •

Increase active adult online registrations and attain AA members of 600 (PI). 2020

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Expand program development for 55-65 patrons. 2020

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Achieve a 95% satisfaction rate (PI). 2020

Expand Club All-Access programming •

Develop two new relationships with outside providers to enhance opportunities for the special needs population. 2020

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Offer at least two additional training opportunities for each staff who directly overseeing Club All-Access program. 2020

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RANDY SELL , LAKE PARKS MANAGER

Lake Parks This division manages, operates and maintains all of Grapevine Parks on Grapevine Lake. The division also helps preserve the natural environment by securing Environmentally Sensitive Areas and nurturing habitats for natural wildlife.

GOAL: Enhance the overall operation and management of Lake Parks Objectives: •

Divide the Lake Parks and Special Events divisions during the first quarter. 2020

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Reorganization of staff allows for Manager to reassign and restructure responsibilities to staff by end of second quarter. 2020

GOAL:

Obtain and maintain high national, state, and professional campground ratings for Vineyards Campground & Cabins.

Objectives: •

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Increase the number of cabins and RV sites. 2021 •

Land acquisition. 2020

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Develop plan for The Vineyards Campground & Cabins. 2020

Increase the cleanliness and upkeep of the Campground & Cabins. 2020 •

Revise and convert the housekeeping contract this fiscal year prior to existing contract ending. 2020

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Revise maintenance staff structure and duties by end of second quarter. 2020

Market / advertise / promote campground to meet 72% occupancy goal (PI). 2020

GOAL:

Reduce subsidization of non-campground parks Objectives: •

Develop a lake Parks marketing program. 2020

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Develop additional lake park recreation programs and opportunities to maximize participation & revenue opportunities by increasing program participation to 7,500 (PI). 2020

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Rehabilitate one boat ramp and install pay stations by year end to attain 550 resident boat ramp passes sold and 225 non-resident passes sold (PI). 2020

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Develop Meadowmere business operations plan. 2020

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Increase pavilion rentals/ revenue to 250/$60,00 respectively and attain outdoor recreation rental revenue of $20,000. 2020

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APRIL ROGERS, EVENTS MANAGER

Community & Special Events This division provides Grapevine residents with fun and unique opportunities to spend time with friends and families at unique and all-inclusive events.

GOAL:

Enhance the quality of special events offered to the community

Objectives: •

Divide the Lake Parks and Special Events divisions during the first quarter. 2020

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Create a new Manager position over Community and Special Events during first quarter. 2020

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Create a new Events Coordinator position and on-board a new staff member to help with planning and creating events by second quarter. 2020

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GOAL:

Increase the number of events participation to 20,00 by end of fiscal year (PI). 2020

To better understand the operating success and attendee experience for each event

Objectives: •

Develop, distribute and analyze surveys for event attendees to attain 400 responses and receive a 95% satisfaction rate (PI). 2020

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Focus on the value and execution of fall events through evaluation of attendee evaluation of SWOT analyses and budgets conducted through the 2020 fall event season. 2020

GOAL: Increase collaboration with other divisions Objectives: •

Hold seasonal meetings with divisions prior to the upcoming event season. 2020

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Conduct discovery meetings with each division to determine general event needs and guidance. 2020

GOAL:

Create a more sustainable and impactful Go Wild programming

Objectives: •

Research and inventory operating needs of current programs. 2020

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Evaluate each program with Go Wild coordinator, involved divisions and staff and recipient stakeholders. 2020

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Develop revised program goals, management policies and procedures for the program. 2020

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Attain 2000 program attendees and conduct 12 Field Trips (PI). 2020

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KATHY NELSON, CAPITAL IMPROVEMENT PROJECTS MANAGER 8 1 7. 4 1 0 . 3 3 9 4 KNELSON@GRAPEVINETEXAS.GOV

Capital Improvement Projects & Volunteer Management This division The division manages all of our project improvements throughout the parks and trails system. This include new construction with park expansion as well as improvements to existing parks, facilities, and trails. The division also manages all volunteers for the Department, including Keep Grapevine Beautiful.

Capital Projects GOAL:

Increase natural resource planning and habitat restoration efforts

Objectives:

GOAL:

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Obtain Bee City USA designation this year. 2020

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Complete construction of Green Ribbon Phase 5. 2020

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Complete design and letting of Green Ribbon Phase 6. 2020

Develop new park facilities and renovate existing to meet the needs of the community

Objectives: •

Complete the renovation and open the Oak Grove Softball Complex. 2020

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Complete design and letting of Settlers Park. 2020

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Complete design and letting of Gateway Signage Project. 2020

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Construct additional parking at Oak Grove Baseball. 2020

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Complete Bark Park paddocks. 2020

GOAL:

Develop and present 2021, 5-year Capital Plan to City Council by deadline set by Finance Department

GOAL:

Reduce city funding for capital projects by obtain grant funding of $300,000 (PI) for 2020

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Volunteer Management GOAL:

Increase partnerships with organizations willing to promote and support environmental stewardship.

Objectives: •

GOAL:

Develop Partnership/Sponsorship Package to include expanded opportunities. 2020

Rebrand Keep Grapevine Beautiful

Objectives:

GOAL:

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Design and implement new vehicle wrap. 2020

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Develop new website platform. 2020

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Install new Adopt-An-Area Signs with new logo. 2020

Increase daytime volunteers for Active Adult programming by 10%

Objectives:

GOAL:

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Collect existing data of daytime volunteers and input into current tracking system. 2020

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Actively recruit volunteers for daytime service including reaching out to business. 2020

Enhance the volunteer experience to increase recurring volunteer and volunteer numbers

Objectives: •

Expand service descriptions in the volunteer policy manual. 2020

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Expand long term volunteer opportunities by four to provide increased education, training and incentives in the volunteer management manual. 2020

GOAL:

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Begin tracking volunteer hours for every volunteer beginning first quarter. 2020

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Attain 48,000 volunteer hours of service (PI). 2020

Maximize a volunteer-based workforce by providing 32 events and educational opportunities by year end (PI)

GOAL:

For the volunteer services division to be of increased value to other division.

GOAL:

Increase the value and benefit of volunteer services to divisions within the department •

Develop new goals & objectives with performance measures. 2020

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GRAPEVINE PARKS & RECREATION

SCOTT HARDEMAN, HOSPITALITY MANAGER

Hospitality This division manages all food and beverage opportunities throughout the Department.

This includes all food-related sponsorships and ordering. The division also implements sustainable dinner ware, cups and utensils to all divisions.

GOAL:

Increase customer service and operating efficiency of staff

Objectives: •

Create training videos and update employee handbook. 2020

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Implement ‘Jolt Software’ Implement Jolt Software by end of second quarter. 2020

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Attain customer satisfaction rate of 95% (PI). 2020

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Continue to tap into high school & universities for students pursuing culinary opps. 2020

GOAL: Invest in additional options for services at parks Objectives:

GOAL:

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Set up events at Meadowmere Park at swim beach area with aqua park. 2020

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Update existing mobile grill to make it more functional. 2020

Become 100% eco-friendly, compostable and recyclable materials •

GOAL:

Complete implementation at all facilities. 2020

Maximize profit for program operations

Objectives: •

Monitor and track all concession margins for staffing and cost of goods expenditures to meet below 25% for staffing and below 40% for cost of goods (PI). 2020

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Host 20 hospitality events and 10 catering events (PI). 2020

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Attain 110% cost recovery (PI). 2020

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