FY 22/23
ANNUAL REPORT JULY ‘22 - JUNE ‘23
CONTENTS 4
THE YEAR IN NUMBERS
6 8
DIRECTOR’S LETTER
14
HEALTHY LIFESTYLES
10
COMMUNITY
18
STEWARDSHIP
12
ENVIRONMENT
22
OUR TEAM
26
OUR RESIDENTS
YEAR AT A GLANCE GALLERY Physically, economically, and socially supporting community access to parks & recreation Enable residents and visitors to enjoy our outdoor environment
Enable residents and visitors to pursue healthy, active lifestyles and provide access to recreation facilities Improve and maintain existing parks, playgrounds, and recreation centers. Ensure the stewardship of funds, facilities, & public lands
MISSION
EXCEED COMMUNITY EXPECTATIONS IN AN INCLUSIVE, INNOVATIVE, AND SUSTAINABLE MANNER
COMMISSION
FOUNDATION
Hugh Tierney | Chair
Michael Fentress | Chair
Joseph A. Monaco | Vice Chair
Barbara Duke | President
Phillip J. Hines | Secretary
Ron Kaufman | Treasurer
Daniel Edwards Clinton Mills Kathryn N. Moran Stephen Rockerfeller Eugene Towler David Weiner Debbie Wiggins Robert P. Hardegen Quinn C. Zelinski Sebastian Johnston
2
Claire Yoder, RN, JD | Secretary
Virginia Beach Parks & Recreation is accredited by CAPRA, the certifying agency of the National Recreation and Park Association
Joyce Hearn
A quick note about content:
Pete Striffler, P.E
The City of Virginia Beach financial year runs from July 1 to June 30. Data and content in this annual report covers the period from July 1, 2022 to June 30, 2023.
Karen Beardslee-Kwasny
Kempsville Recreation Center transformed into a presidential address venue
3
2023 ANNUAL REPORT
BOUNCING BACK RECREATION MEMBER SCANS
52,713
182,733
UP 33%
382
UP 17%
2,282
UP 17%
MEMBERSHIPS SOLD
FITNESS CLASS PARTICIPANTS
SPECIAL EVENT PERMITS ISSUED
OUT-OF-SCHOOL TIME KIDS
73,000+
SPECIAL EVENT ATTENDEES
4
UP 18%
1.6 Million
UP 28%
IN FY22/23 NUMBERS BEGAN RETURNING TO LEVELS SEEN B E F O R E T H E PA N D E M I C
2023 ANNUAL REPORT
PARKS BY NUMBERS O V E R 1 , 0 0 0 F U L L-T I M E A N D PA R T-T I M E T E A M M E M B E R S M A I N TA I N O U R PA R K S & R E C R E AT I O N S Y S T E M
771
TREES PLANTED
1,012
STUDENTS ON THE SWIM
16,453
BOAT LAUNCHES AT LYNNHAVEN
6,577
SPORTS LEAGUE REGISTRATIONS
1,558
OUTDOOR PROGRAMMING REGISTRATIONS
953
STREET LIGHT BANNER INSTALLS
5
A LEGENDARY COMEBACK Providing legendary experiences is at the core of everything we do at Virginia Beach Parks & Recreation - it’s a way of life for the thousands of people that make up our team, and it’s a key reason why we’ve been able to bounce back after the disruption of the pandemic. This year our recreation center member numbers, program participation numbers, special event attendee numbers and even our staffing numbers, are all at healthy levels and close to ‘pre-pandemic’ figures. This was also a year of some unique ‘firsts,’ including the first visit by a sitting president to one of our parks & recreation facilities, and the first official mountain bike trail opened in the city. Throughout the year work has also been underway on our first year-round park pavilion at Great Neck Park, and we launched Parks After Dark - the first program of its kind in the region.
These firsts, along with the legendary dedication and hard work of our team and partners, are also the reason why Virginia Beach was named a finalist, for the third year in a row, in the national Gold Medal Awards. This is yet more recognition that our park system is among the very best in the nation - and the improvements haven’t stopped. In the near future, residents will enjoy enhancements at our most popular park Mount Trashmore, a completely renovated Level Green Park in Centerville, and a new paved trail connecting Foxfire Park with the Municipal Center. With these improvements, and some transformative projects at Rudee Loop and on the VBTrail on the horizon, there’s no doubt that there’s plenty more legendary experiences still to come.
Michael Kirschman Director
6
A YEAR OF FIRSTS, AND THIRDS HAIL TO THE CHIEF rang out from speakers in Kempsville Recreation Center as President Joe Biden entered the room in February. The recreation center was transformed into a presidential venue, all in under one week, for an address by President Joe Biden on affordable healthcare - definitely a first for the VBPR and city staff who worked with the White House to pull off this event! Another first took place in April when A RARE EF-3 TORNADO HIT the city. As part of a city-wide response, VBPR staff joined recovery efforts, which included clean ups, emergency communication and opening up the Great Neck Recreation Center as an emergency shelter.
In an event we’re a little more used to, VBPR was named a Class I finalist for the National Gold Medal Awards for Excellence in Park and Recreation Management, for the THIRD YEAR IN A ROW. Only four agencies make it through to the final round in each category, so getting there is a major achievement – and that’s thanks to the work of every single one of our Parks & Recreation team members. Winners of the Gold Medal are announced at the National Recreation and Parks Association conference, held annually in October.
GOLD MEDAL CLASS I FINALISTS • Gwinnett County Parks & Recreation Lawrenceville, GA • Hillsborough County Parks & Recreation Tampa, FL • The Maryland-National Capital Park and Planning Commission Greenbelt, MD • Virginia Beach Parks & Recreation Virginia Beach, VA
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#PARKLIFE - YEAR AT A GLANCE JULY ‘22
AUG ‘22
Softball @ Princess Anne Athletic Complex
Walkies @ Marshview Park
@foreverimpacted
SEPT ‘22
@moose_and_clover
OCT ‘22
Skateboarding @ Woodstock Skate Park
Workout @ Mount Trashmore Park
@bussius_
NOV ‘22
DEC ‘22
Bike the Boardwalk @ Oceanfront
Winter Views @ Munden Point Park @cityphotog
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@drfitnurse
@eat_sleep_ace_repeat
Found on Instagram! JAN ‘23
FEB ‘23
Pickleball @ Bayville Farms Park
POTUS @ Kempsville Rec Center
@portsmouth_picklers
MAR ‘23
@cupsbuttar
APR ‘23
Cherry Blossom Festival @ Red Wing Park
Kayaking @ Stumpy Lake
@fotogoscar
MAY ‘23
@dannychappellphotography
JUN ‘23
Fishing @ Lake Lawson
Surfing @ Little Island Park @rippinlips757
@surf_adventure_co 9
COMMUNITY 10
LIGHTING UP UNFORGETTABLE EXPERIENCES PARKS AFTER DARK brought the community together for a new late-night event series held at Williams Farm Park. The program, which began in June 2023, featured live music, sports, games and more, every Thursday, Friday and Saturday evening. Throughout the year, the Therapeutic Recreation and Inclusion Services team offered a wide range of programs, including new collaborative events with Chesapeake and Norfolk, such as the Neon Nights Dance. As part of a city-wide project, a new Parks & Recreation website was launched in June. The site, which receives over half a million
visits a year, now includes improved layout and navigation, with a focus on enhancing ADA access and connecting our community to programs and services. Community groups and volunteers from the Eastern Virginia Mountain Biking Association, who helped design and construct the new mountain bike trails at Marshview Park, celebrated the trail opening at a chaincutting ceremony in May. The five miles of multi-use trail feature three difficulty levels and a range of ‘technical terrain’ features to test biking skills. Volunteers also brought some color to the Seatack Park basketball court, through a community painting project.
Community basketball court painting at Seatack Park (Top) Therapeutic Recreation Neon Nights Dance (bottom right) Parks After Dark at Williams Farm Park (bottom left) Marshview Park mountain bike trails (left)
11
ENVIRONMENT 12
WILDLY WONDERFUL ENVIRONMENTS 80,000 TRUCKLOADS of dirt will be hauled away during construction of Bow Creek Stormwater Park, which is designed to reduce the risk of flooding in the surrounding neighborhoods. The Bow Creek Golf Course closed in November 2022 to prepare for this project. Over 1,500 people took part in the 2023 Winter Wildlife Festival, which returned for its 13th year. The week-long event included bird tours, guided hikes,
whale watching, a wildlife expo and the annual wildlife photo contest. As part of the festival Mark Swingle was named the 2023 recipient of the Mary Reid Barrow Wildlife Advocate Award. Thousands of people took part in other environment-focused events, including Clean the Bay Day, International Coastal Clean up, Arbor Day and over 2,500 visitors attended the Earth Day Festival at Mount Trashmore.
Coastal Clean Up volunteers (Top) Mark Swingle receives Wildlife Advocate Award (bottom right) Barn owl at Winter Wildlife Festival (bottom left) Red Bellied Woodpecker (left)
13
WELLNESS 14
GOOD FOR THE BODY, AND THE MIND DANCE BASH AT MT. TRASH brought fitness outdoors, as one of a series of new, free fitness classes held at Mount Trashmore. The fitness team also hosted classes for the NRPA Family Health & Fitness Day in June and new classes at the Fitlot at Williams Farm Park. Indoor fitness at all seven recreation centers is also on the rise. Membership numbers, fitness class attendance and overall recreation center scans are all returning close to pre-pandemic figures.
In a new partnership, the Mobile 757 Food Pantry visits Seatack Recreation Center twice-monthly to distribute fresh fruits, vegetables and pantry items to community members in need. To boost health and wellness for our four-legged friends (and their humans), Pup Ups were held at dog parks across the city throughout the year. The Students on the Swim program also bounced back this year, with thirteen public schools and 1,012 students participating.
Swimming at Bayside Recreation Center (Top) Outdoor fitness class at Touch-a-Truck event (bottom left) Kempsville Recreation Center at night (bottom right) Fitlot users (left)
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2023 ANNUAL REPORT
OUR MEMBERS
IN FY22/23, 12% OF VIRGINIA BEACH RESIDENTS WERE AC T I V E R E C R E AT I O N C E N T E R M E M B E R S
53k
556k
MEMBERSHIPS BY AGE GROUP
MEMBERSHIPS BY ZIP
ACTIVE MEMBERSHIPS
MILES LOGGED ON CARDIO MACHINES
17%
75+YRS
13%
6%
16%
55-74YRS 32%
23%
23%
16%
35-54YRS
13% 9%
6% <1%
0-17YRS 14%
<1%
18-34YRS
SCANS BY YEAR
SCANS BY REC CENTER
1 .7 8 M
S E ATAC K
1.63M
1.5M
BOW CREEK
1.27M
1.24M
12%
1M
B AY S I D E
0.56M
FY19
FY20
FY21
FY22
FY23
3%
KEMPSVILLE
24% 14% 15%
0.5M
16
11%
16% 16%
G R E AT N E C K PRINCESS ANNE
WILLIAMS FARM
2023 ANNUAL REPORT
MEMBER SURVEY
O V E R 5 , 8 0 0 R E C R E AT I O N C E N T E R M E M B E R S R E S P O N D E D TO A SURVEY ABOUT THEIR MEMBERSHIP
TOP FIVE REASONS FOR JOINING 91%
IMPROVE FITNESS 57%
L E G E N DA RY VA LU E 52%
G R E AT LO C AT I O N TO H AV E F U N
33%
TO REDUCE STRESS
32%
78
TOP FIVE ACTIVITIES
NET PROMOTER SCORE
Scores greater than 70 are considered excellent
WEIGHT ROOM
CARDIO
SWIMMING
40%
38%
33%
GROUP FITNESS
TRACK
23%
18%
H E A LT H & W E L L N E S S S I N C E J O I N I N G “ I ’ M H E A LT H I E R ”
91%
“I’M HAPPIER”
90% 85%
“ I H AV E M O R E E N E R GY ” “I’VE MADE NEW FRIENDS”
figures show percentage of respondents that selected that option, more than one option could be selected.
53%
17
STEWARDSHIP 18
SHAPING THE FUTURE OF PARKS & RECREATION WITH OVER $15M IN FUNDING from the American Rescue Plan Act assigned to address capital improvements, work took place throughout the year to upgrade dozens of playgrounds, as well as athletic courts and restroom replacements. Construction of the Great Neck Pavilion was close to completion at the end of the financial year, and work on the Foxfire Trail, a new paved trail adjacent to West Neck Creek Natural Area, is underway. Other projects included new lighting at Woodstock Skate Park
and construction of a new Organized Sports office at Princess Anne Athletic Complex. Proposals for the future of Rudee Loop at the oceanfront received over 12,000 public comments, with a proposal from VBPR to reimagine the space as a public park receiving the largest number of public votes. Park & Landscape Services staff quickly got parks and trails back to normal use after two major weather events - Hurricane Ian in October 2022 and the Great Neck tornado in April 2023.
New playground construction (Top) Landscape maintenance at the oceanfront (bottom right) Construction of the Great Neck Pavilion (bottom left) Rudee Loop pathways (left)
19
FY 22/23 FINANCIAL OVERVIEW $2.45B City Operating Budget 3%
97%
Parks & Recreation $74M
All Other Departments $2.26B
For every dollar spent by the city, 3 cents is spent on parks & recreation
Where Our Funds Come From:
Parks & Recreation had an annual operating budget of around $74M. Around 20% of this comes from recreation center memberships, Out-Of-School Time and permit fees. The remainder comes from different tax sources. General Fund
$22,305,266
Fees and Charges
$14,155,435
Recreation Centers Referendum
$23,735,660
Open Space Fund
$7,149,728
State Funds for Landscaping Roadways
$5,764,743
Other
$1,298,679
Where Our Funds Are Spent:
With nearly 300 parks to maintain, around a third of the budget is spent on landscape and park management.
20
Landscape Management
$22,856,261
Recreation Centers
$14,078,291
Community Programs
$14,299,533
Open Space Fund
$7,149,729
Debt Service
$3,844,489
Administration
$5,664,661
Recreation Centers Maintenance
$3,396,634
Other
$2,503,413
2022 COMMUNITY SURVEY
In winter 2022, over 1,200 Virginia Beach residents completed a community survey administered by the ETC Institute.
EXCELLENT SERVICES
Percentage of residents who selected ‘Good’ or ‘Excellent’ when asked to rate quality of services Overall quality of parks and recreation programs and facilities
Physical condition of City parks, trails or other outdoor facilities
89%
88%
50%
Virginia Beach
69%
Regional Average
Availability of trails and pathways
Virginia Beach
64%
Regional Average
Quality and condition of trees
75%
The City’s effort to protect natural resources and the environment
Quality of mowing
78%
65%
SAFE FACILITIES Percentage of residents who selected ‘Safe’ or ‘Very Safe’ Feel safe in recreation centers
Feel safe in parks
83%
71%
FREQUENTLY VISITED
In the past year, how often did you or a member of your household... Visit a park 89% TOTAL Visit a City recreation center 69% TOTAL Participate in a City recreation program or event 50% TOTAL Weekly
Monthly
3-4 times a year
Once a year 21
OUR TEAM 22
BEING LEGENDARY, EVERY DAY WHERE LEGENDS RISE was the theme of the 2022 Virginia Recreation & Parks Society (VRPS) Annual Conference, held in Virginia Beach. VBPR picked up five awards, including Most Creative Marketing Strategy, Most Creative Marketing Piece, Best Health & Wellness Initiative, Best New Facility and the Distinguished Volunteer Service Award. To aid recruitment efforts for the city, two Parks & Rec staff members appeared in ‘Best Job Yet’ commercials - Lifeguard Myla Gorges and Activity Center Leader Coral Mapp.
To better manage resources and make data-driven decisions, VBPR created a dedicated strategic initiative unit in 2022. The team utilizes business intelligence software to analyze data, identify trends and report on performance. Our Summer Youth Employment Program provided 104 youth with the opportunity to work in over 13 City agencies/ departments and Virginia Beach private companies.
In May, American Red Cross Lifesaving Awards were presented to Lifeguard Sarah Staud, Lifeguard Nate Keenan, Recreation Specialist II Kaitlyn Childs, and P&R Supervisor Jeff Bass.
SYEP graduation awards (top) Hanging SITW banners at the oceanfront (Center) Myla Gorges, featured in “best job yet’ campaign (bottom right) Award winners at VRPS conference (bottom left) Landscaping at the oceanfront (left)
23
NEW YEAR, NEW LOOK In early 2023 a new brand identity for Parks & Recreation was revealed, as part of a unified brand update for the City of Virginia Beach. Throughout the year the new look was incorporated into staff apparel, signage, design templates, marketing pieces and the new website.
LEGENDARY RESULTS THE LEGENDARY VALUE of our recreation center memberships was the theme of a winter marketing campaign, featuring legendary characters like King Neptune, a yeti, and a mermaid! The campaign contributed to a 20% boost in membership numbers for the year.
MARKETING METRICS
584,729 website visitors
109,367 2.5M 42.8% email subscribers +10% increase YOY
total e-mail newsletters sent
average open rate +11% increase YOY
Social Media
114,731
Park Finder app sessions
24
5.3M 38,680 145,829 7,480 2.2M Facebook impressions
Facebook followers
Instagram impressions
Instagram followers
Google Maps searches
BUILDING OUR CULTURAL FOUNDATIONS Launched in 2022, the Cultural Foundations initiative was created to improve the employee experience through better collaboration, communication, belonging and more. One-on-one and group sessions were held with employees in every division, which resulted in the launch of a culture-focused department orientation for new hires, streamlined hiring & onboarding practices, and the identification of roadblocks that stand in the way of our desired culture.
900+
RESPECT PROFESSIONALISM ACCOUNTABILITY INTEGRITY
one-on-one and group employee interviews
CITIZENSHIP
STAFFING IN NUMBERS
1,446 total employees
5,035
volunteers
33
volunteer equivalent to full-time employees
458
full-time employees
69,336 volunteer hours
988
part-time employees
$2.2M
estimated value of volunteer time
25
OUR RESIDENTS 26
LEGENDARY CUSTOMER FEEDBACK
“I WISH I COULD GIVE IT 10 STARS” BAYSIDE RECREATION CENTER
KEMPSVILLE RECREATION CENTER
“The best gym ever. It’s extremely clean and has the nicest most incredible staff ever! The members are all so friendly here. Everyone treats each other like family”
“Our boys BEG ME to go to the play area even after spending a long day at school. The body pump classes are the best fitness classes I’ve ever been to. The pool and gym are great as well. We go several times a week and just love it.”
MOUNT TRASHMORE PARK
“The ultimate destination for outdoor enthusiasts! With breathtaking scenery, top-notch facilities, and endless opportunities for fun, this park is a must-visit. Without a doubt, Mt. Trashmore Park is simply the best of the best!”
LYNNHAVEN BOAT RAMP & BEACH FACILITY
“Excellent staff and procedures for launch and recovery; special shout out for today, busiest I’ve seen but they did a great job.”
STUMPY LAKE NATURAL AREA
“We love Stumpy Lake. The nature, walking trails, calmness, kayak launch, and general wildlife make for a quick disconnected getaway.”
OUT-OF-SCHOOL TIME
“I just wanted to say thank you to all the staff at Indian Lakes before and after school care. They are amazing! My kids are so excited to get there in the morning and always want to stay late. The staff are amazing!!!!”
RED WING PARK
“I wish I could give it 10 stars. This park was more than I was expecting. There is the beautiful Japanese Garden, the walking trails are absolutely gorgeous, a huge dog park and the beautiful two rows of trees that look like something out of a movie.”
RECREATION CENTERS
“I joined when we first moved to Va. Beach in 1981! Its been the best decision ever! At 77, I attribute my current good health to swimming three times a week since I joined. I love the yoga classes too. All the employees are so friendly and helpful it’s a pleasure to go!”
2,128
total online reviews in FY 22/23
27
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