Operating and CIP Budget Fiscal Year 2015-16

Membership and Program Services (continued)

 CITY OF MORGAN HILL  FY 15-16  OPERATING AND CIP BUDGET  CITY OF MORGAN HILL  FY 15-16  OPERATING AND CIP BUDGET  CITY OF MORGAN HILL  FY 15-16  OPERATING AND CIP BUDGET  CITY OF MORGAN HILL  FY 15-16 OPERATING AND CIP CITY OF MORGAN HILL  FY 15-16  OPERATING AND CIP BUDGET  CITY OF MORGAN HILL  FY 15-16  OPERATING AND CIP BUDGET  CITY OF MORGAN HILL  FY15-16  OPERATING AND CIP BUDGET Today, Membership and Program Services is responsible for generating the largest percentage of revenue for Recrea- tion and Community Services and is the General Fund’s third largest source of revenue (behind property and sales tax). This market driven revenue source is dependent on attracting and retaining members and daily customers. Membership grew significantly each year since the facility was opened through FY 12-13. The growth rate began to plateau in FY 13-14 as the facility reached its load limit and an unprecedented community penetration rate (percentage of the population that are members – currently 25%) stabilized. The continued focus for FY 15-16 will be on retaining the existing customer base through member engagement initiatives, while promoting services to realize new cus- tomer growth and providing well maintained facilities and equipment. Slight increases to infrastructure maintenance expenses are proposed for FY 15-16. In total, an estimated $5,500,000 in revenue will be generated in FY 15-16 to sup- port service delivery. The Division will continue to promote its scholarship program, providing over $130,000 annually to individuals and families, with the YMCA providing an additional $20,000 for non-residents. The following provides detail on the primary revenue categories:

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