2014
Servus Credit Union Place
Annual Report
(Unaudited)
servusplace.ca
Table of Contents
Cultivating a Healthy, Active Community
Nolan Crouse, Mayor, City of St. Albert ......................................................................................... 1
More Than a Recreation Facility
Message from Jack Ballash, Facility Manager ........................................................................... 2
Servus Place: More Than a Recreation Facility ...................................................................... 3
More Activities ................................................................................................................................ 4
More Events ..................................................................................................................................... 12
More Interactions ......................................................................................................................... 14
More Opportunities .................................................................................................................... 16
Facility Spruce Up ............................................................................................................................... 20
Financials ................................................................................................................................................. 22
Cultivating a Healthy,
Active Community
Nolan Crouse, Mayor, City of St. Albert
On behalf of St. Albert City Council, I am pleased to share
the 2014 Servus Credit Union Place Annual Report.
When Servus Place opened in 2006, our community became
a leader in providing residents with a recreation and fitness
facility that housed everything from arenas and soccer fields
to a track, fitness centre and water play centre. The goal was
to provide a destination where everyone could cultivate an
active and healthy lifestyle. Over the past eight years, I have
seen Servus Place become an integral part of our community
being used by people of all ages.
Council recently received the Major Event Economic Impact
Report, which identified how the tournaments, events and trade
shows taking place in the facility attract visitors who purchase a
variety of goods and services in our city. Clearly, Servus Place is
having a positive impact, both on our residents and on our local
businesses and economy.
St. Albert had an outstanding year in 2014. MoneySense Magazine
ranked us as the #1 Best Place to live in Canada and the #3 Best Place
to Raise Kids.
While these rankings reflect a variety of factors, one undeniably positive
factor is our access to great recreational opportunities. Servus Place plays
a vital role in this region as we continue to cultivate a healthy and active
community here in St. Albert.
Servus Credit Union Place | 2014 Annual Report (Unaudited) | 1
More Than a Recreation Facility
Message from Jack Ballash, Facility Manager
One of the things I love about Servus Place is the countless ways our
members and guests use the facility. Some are here every weekend at
the crack of dawn for hockey, some have their kids enrolled in preschool
programs, some are here once a year for a sporting tournament and some
are devoted to our fitness classes and weight room. The ways people use
Servus Place are as different and varied as the membership itself.
From a management perspective, this is great news. It shows that Servus
Place is helping to cultivate a healthy and active community. This is
something we have consistently strived towards since opening in 2006. It’s
something we talk about often when we’re planning the fitness classes and
drop in schedule, when we’re looking at ways to best use ice time, when we’re
thinking about how we can best serve our community’s seniors or how to
engage our young people.
What does “healthy and active” mean to you? As adults, we may not think of
attending a spin class or meeting up for a game of shinny hockey as “fun”, but
why not? What’s changed since we were kids? What inspires the staff at Servus
Place is seeing the energy and enthusiasm that people have towards their activities.
To me, being more than just a recreation facility means that we have flexible spaces
that can be used for a variety of activities. It means that we are responsive to our
membership and offer programs and events that people are interested in. It means we
train our staff to provide the best customer service possible.
It means that no matter what, regardless of how active you are, there is a community
destination in St. Albert where you can participate in countless activities with energy
and excitement!
2 | Servus Credit Union Place | 2014 Annual Report (Unaudited)
Servus Place:
More Than a
Recreation Facility
Where do you go when you want to play a game
of shinny hockey? Float down a lazy river? Fit in
a workout over your lunch break? Watch your kids
play indoor soccer? Meet a friend for a walk on the
track? You go to Servus Place because it is a major
destination for healthy and active living.
Servus Place is more than a recreation facility, it is
a community hub where residents can gather and
socialize while investing in their health. The countless
activities available combined with staff members that are
committed to helping you cultivate a healthy and active
lifestyle, Servus Place is more than a facility — it is a place
that inspires you to be better.
Servus Credit Union Place | 2014 Annual Report (Unaudited) | 3
More
Activities
4 | Servus Credit Union Place | 2014 Annual Report (Unaudited)
Servus Place fitness and recreation
programmers work hard to plan
activities in the facility and out in our
parks that the whole community can
take part in. This is one way that Servus
Place is cultivating a healthy and active
community in St. Albert!
ACTIVE CHILDREN
AND YOUTH
The Active Kids Preschool programs, such as
Doodles and Play and Learn, continue to be very
successful, operating at 87.5 per cent capacity.
Preschool programs had a total of 712 children
enrolled throughout the year for an overall of 84.6
per cent capacity. The emphasis on Fundamental
Movement Skills in preschool is a philosophy that
parents have embraced. This year, we held open
houses where we shared information about the
wide variety of our programs. However, wordof-mouth endorsements continue to be our best
form of promotion.
Our 90 minute themed preschool programs were
a big hit with kids and parents this year. Programs
like Kinder Cooking, Ready Set Go, Let’s Get
Messy, Gym Bugs and many more ran with over
87 per cent fill rates.
The Child-Minding service in Servus Place
remains very popular. Last summer, in response
to feedback, we expanded program hours. This
successful trial is one of the many ways that user
feedback improves our customer service.
We also implemented a new program called
Parents Night Out. For one Friday each month,
parents can drop off their 3-8 year olds between
6 o’clock and 9 o’clock for a fun evening of games
and activities. This program is becoming more
and more popular with a total of 104 participants
in 2014, with 55 of those in the fall season alone.
Here are some other ways kids in St. Albert got active
and healthy this year:
• 338 children used the Stick & Puck skating
opportunities throughout the year and 73 used
the Shinny Hockey time for 13-15 year olds in
July and August.
• Learn to Skate programs are offered in the
winter and fall session and in 2014, we had a
total of 498 children in Levels 1, 2, 3 for a 87
per cent fill rate.
Servus Place continues to offer Youth Night
programming once a month targeted at the
12-15 year old age group. The concept is to
provide a positive environment for young
people to stay active and have fun.
Working with the local youth group BAM
(Building Assets and Memories), Servus
Place staff connected with youth in
St. Albert to provide a variety of fun
activities.
Prambir Minhas, our Youth
Coordinator, sees the positive effects
of Youth Night, first hand. “It’s great
to be able to come out and explore
a new activity and to engage in
unstructured play. Organized sports
are wonderful, but kids also need
to be able to try things out for
themselves and youth night offers
them that opportunity.”
Servus Credit Union Place | 2014 Annual Report (Unaudited) | 5
Cultivating Summer Fun
Recreation and Parks staff hosted a record 1,252
children in 73 registered camps over eight weeks
during the summer. Servus Place serves as “camp
central” and participants enjoyed activities at
several locations throughout the community.
Camps were provided for preschool aged children
and children ages 5-12.
Summer program highlights include specialized
camps such as:
• The Bike and Soak Camp had Camp Leaders
taking 40 participants on bike rides throughout
the St. Albert Red Willow Trail system and ended
each day with a swim at one of the aquatics
facilities in St. Albert.
• The Go Girl Go and The BFF camps were very
popular programs with 102 campers. Both
camps included a variety of crafts, games, face
painting, nail painting, cooking and slumber
parties.
• Outdoor Pursuits and Outdoor Adventure
Seekers were run out of Kingswood Park and
hosted 97 campers over the course of the
summer. The camps included outdoor cooking,
scavenger hunts, lean-to building, outdoor
sports, fire building and bird watching.
• Riverlot 56 was used by many of the camps
throughout the summer. Campers participated
in nature hikes, scavenger hunts and bird
watching.
• Campers went on fieldtrips to different
locations in St. Albert and Edmonton
including Famoso Pizzeria, Paradise Pets,
Dynamics Sport Physiotherapy, Woodlands
Water Play Park, St. Albert Bowling
Centre, Grosvenor Outdoor Pool, Wyld
Archery, Laser Quest and the Prairie
Garden Corn Maze.
Registered summer camps received
a 96 per cent satisfaction rating as
measured through a survey conducted
by the City. Feedback from program
evaluations is used to ensure
that programs meet and exceed
expectations. All program feedback
is shared with the instructors so
they can continue to improve and
deliver outstanding programs.
96%
satisfaction rating of
registered summer camps
6 | Servus Credit Union Place | 2014 Annual Report (Unaudited)
Cultivating Healthy
Partnerships
Building relationships is
what we do at Servus Place
and this year our community
partners enhanced programs and
experiences for campers.
• FC Edmonton: over 70 Soccer
Development camp participants
had the opportunity to engage
in soccer activities and learn skills
directly from FC Edmonton athletes.
• St. Albert Tennis Club: Tennis
Venture camp participants ages 6-12,
experienced tennis lessons at the
St. Albert Tennis Club.
Cultivating Leaders
The Leaders in Training program is focused on
youth from the ages of 13-17 and offers hands on
leadership opportunities in our summer camps. In
2014 we had 25 leaders take part in this program.
Participants go through an interview process, a
two-day training session and commit to a minimum
of 35 hours volunteer time assisting program
leaders in children’s programming.
“This program is a great way to develop leadership
in youth,” says Tara Feser, Recreation Coordinator.
“While the kids commit to a minimum of 35 hours,
most exceed this goal by a wide margin. Our
participants are learning new skills and having a lot
of fun at the same time!”
In fact, most Leaders in Training come back to work
as Camp Leaders.
• The Cardiff Golf Course provided a
great venue for 6-12 year old camp
participants to learn golf skills from
professional instructors.
Following a successful trial last summer, staff
from Recreation and Parks also partnered
with St. Albert Transit (StAT) to provide
transportation to campers for fieldtrips within
St. Albert. Campers rode the regular StAT
transit routes to reach their local destinations,
learning a valuable life skill, while relieving
organisers from the need to rent buses to
transport the campers.
Servus Credit Union Place | 2014 Annual Report (Unaudited) | 7
ACTIVE MEMBERS
Nearly one million people visited Servus Place this year all pursuing different fitness and healthy activities.
Whether they travelled from out of town for a tournament or event, or whether they are regulars at one of
our fitness classes, many people continue to use Servus Place as a gathering space in St. Albert.
Servus Place has an average of 2,700 people utilize the facility daily. In 2014, we had 212,000 day
admissions and when combined with membership admissions, a total of 620,000 accesses took place
for amenity use within the facility.
Annual membership numbers were steady in
2014, accounting for nearly 66 per cent of the
total membership. 72 per cent of our members
come from St. Albert, with the remaining 28 per
cent coming from surrounding areas such as
Edmonton, Morinville and Sturgeon County.
This year, we continued the successful multi-use
pass admission option that launched in 2013. This
pass provides ten single admissions for the price
of nine. A total of 1,200 passes were purchased
during the year.
MEMBERSHIP ORIGIN
Sturgeon County 5%
Morinville 3%
MEMBERSHIP AND DAY ADMISSION ACCESSES
Other
2%
700,000
600,000
500,000
400,000
300,000
Edmonton
18%
497,015
572,718
619,530
2010
2012
2014
200,000
St. Albert - 72%
In 2014, the biannual Servus Place Customer
Satisfaction Survey was conducted. This survey
is run every two years and is a great avenue for patrons to give feedback on the facility
and its programming. In 2014 we had a slight improvement in overall satisfaction since 2012.
96 per cent of patrons expressed that they are either somewhat satisfied, satisfied or very
satisfied with their experiences at the facility. According to the research consultants who
execute the survey, 96 per cent is particularly exceptional considering that Servus Place
is a public facility.
100,000
0
TOTAL FACILITY TRAFFIC
1,000,000
990,000
980,000
970,000
985,000
977,000
2013
2014
960,000
950,000
8 | Servus Credit Union Place | 2014 Annual Report (Unaudited)
Servus Place is many things to many
people. For some, it is where they can
cultivate a healthy and active lifestyle for
themselves and their family. For others,
it is where they discover how to achieve
an impossible dream under guidance and
encouragement from our staff. For some, it’s
just a place to meet and have fun with friends
and family.
For the team at Servus Place, it’s where we
get to be involved in the personal journeys of
our members and everyone who calls Servus
Place home.
One such member is Wylde Parnelle.
A mild heart attack at the age of 46 was a wake up
call for Wylde Parnelle. Overweight and inactive, he
knew he had to change his lifestyle.
Staff are the difference.
97%
satisfaction that Servus
Place is adequately
staffed and employees
are helpful and
courteous.
“I stopped looking at the scale when I reached 199
pounds,” laughs Wylde. “But I must have weighed
around 210 pounds.”
Now 52 years old, Wylde weighs in at 140 lbs - an
astounding 70 lb weight loss. Wylde started his weight
loss journey simply by walking and following nutritional
advice from Weight Watchers.
“I never ran a 5 or 10 km race, I went straight for
a half marathon,” says Wylde. “I set the bar high
and worked hard to achieve it.”
He joined Servus Place to use the track to do his
long runs. “In the summer I like to run outside,
but you can’t beat the track at Servus Place in
the winter.”
He runs at Servus Place five to six times a
week and uses the Runners’ World Big Book of
Marathons to develop training plans. He’s also
received some great advice from Raquelle whose
Servin’ Up Stairs class he credits with improving
his running time.
“Raquelle’s class is very challenging and it
definitely helped me improve my running times,”
remarks Wylde. “She takes a personal interest
in your goals and will offer advice to help you
achieve them.”
Since making these lifestyle changes, Wylde has
run 14 half marathons and one full marathon. His
ultimate goal is to run an Ultra Marathon one day.
Way to go Wylde!
“When I started, my knees hurt like crazy but as the weight
came off, my knees felt better.” And once he began to feel
good, Wylde set his sights higher.
Servus Credit Union Place | 2014 Annual Report (Unaudited) | 9
ACTIVE IN FITNESS
Registration in fitness programs was high
in 2014, with nearly 42,000 participants. We
saw strong participation in classes such as
bootcamps, Registered Spin and Mom and Baby
Aquafit. As well, we experienced an increased
interest in “mash up” classes like Spin and Soul
which gives participants the chance to do both
spin and yoga in one class.
We continue to improve by sending program
evaluations to participants once the program has
concluded. The response to these evaluations has
been excellent, allowing us to process feedback
quickly and respond to concerns directly.
DROP-IN PARTICIPANTS
50,000
40,000
Our fitness drop-in programs remain a popular choice
for facility users with just under 46,000 participants in
2014. Servin’ Up Stairs, Spin and Interval Circuit are very
popular with participants.
30,000
In response to feedback we’ve heard, we will be
offering some new programs in 2015, including: Power
Wave Battle Roping, ViPR Athletic and Indo Board Yoga.
Members and guests were able to sample these classes at
our Winter Program Preview Event on November 30, 2014.
0
45,950
36,308
37,625
31,497
26,661
22,011
20,000
10,000
2010
2012
Fitness
2014
Recreation
REGISTERED PROGRAM PARTICIPANTS
Servus Place won the St. Albert
Gazette’s Reader’s Choice
Award for Favorite Place to
Work Out 2014.
45,000
FITNESS CENTRE USERS
40,000
350,000
30,000
25,000
330,000
20,000
15,000
320,000
300,000
41,901
35,000
340,000
310,000
44,698
39,453
316,733
2010
10 | Servus Credit Union Place | 2014 Annual Report (Unaudited)
336,582
2012
346,495
2014
10,000
5,000
12,821
11,402
9,371
2010
Fitness
2012
Recreation
2014
Servus Place Rental and
Programmed Hours:
ACTIVE AQUATICS
LANDREX WATER PLAY CENTRE USERS
4 6 9 2 9
275,000
Over 265,000 people used the Landrex Water Play Centre
in 2014, showing that the facility continues to be one of
the most popular spaces at Servus Place. The Landrex
Water Play Centre still hits thresholds for capacity during
peak times. The highest use days are typically on holidays
such as Family Day with 2,320 users.
270,000
TOTAL HOURS
265,000
260,000
265,633
270,159
266,452
255,000
A benefit of the Servus Place annual pass is access to
250,000
2010
2012
2014
other City recreational facilities. Fountain Park Recreation
Centre and Grosvenor Park Pool have seen a significant number of Servus Place annual pass holders
taking advantage of this benefit with over 26,000 swipes recorded throughout the year.
Keeping up to date on current safety standards is a priority at all of our facilities. New “Within Arms
Reach” signage was installed at all City pools. This message is part of the Life Saving Society of
Alberta’s Water Smart Program and helps to remind parents/caregivers to remain actively within
arms reach of any child under the age of eight while in the pool.
Gymnasiums
1 3 0 8 6
HOURS
Arenas
1 2 5 8 4
ACTIVE COMMUNITY
HOURS
One of the great things about Servus Place is our spontaneous use areas. These areas help us
to provide a diverse range of activities. In 2014, over 105,000 individuals took advantage of the
spontaneous spaces at Servus Place including the ReidBuilt Community Gymnasium 50,000,
the Kingsway Toyota Indoor Playground 40,000 and Leisure Ice 15,000. This is an increase of
10,000 users from 2013.
Servus Place is also home to many local community sports organizations. The following groups
either call Servus Place home or book a substantial amount of time for practices and tournaments:
• St. Albert Minor Hockey Association
• St. Albert Skating Centre
• Central Alberta Ball Hockey
• Miners Lacrosse
•
•
•
•
St.
St.
St.
St.
Albert
Albert
Albert
Albert
Ringette Association
Soccer Association
Heavenly Rollers Roller Derby
Lacrosse Association
Field Houses
0 6 7 9 7
HOURS
Meeting Rooms
1 4 4 6 3
HOURS
Servus Credit Union Place | 2014 Annual Report (Unaudited) | 11
More
Events
12 | Servus Credit Union Place | 2014 Annual Report (Unaudited)
In 2014, we were pleased to host Eek! Comic & Pop Culture Fest. This festival
attracted comic book and pop culture fanatics from across the capital region
who descended on Servus Place dressed in Cosplay costumes. Attendees
enjoyed panel discussions, live music and even had the chance to meet
actor Stephen Amell from the popular television show Arrow.
In May, we hosted the second annual Road Rage Street Hockey
Tournament. Building off the success of the inaugural event in 2013, the
tournament attracted 400 participants for a weekend of street hockey,
contests, games and fun!
In August, we hosted the Rock n’ August Jukebox Friday Night for the
third year in a row. This year, the Go Auto Arena quickly filled with
fans of Kim Mitchell, Kenny Shields Streetheart, and Prism.
From concerts, tournaments and trade shows to birthday parties
and community meetings, Servus Place has become more than
a recreation facility; it is a community hub for the capital region
hosting events of all types and sizes.
In 2014, Servus Place hosted the following events:
~~ John Reid Memorial Hockey Tournament
~~ FC Memorial Challenge
~~ SASA Family Day Soccer Tournament
~~ SASA Mini Fest Tournament
~~ Slush Cup Soccer Tournament
~~ Wonderfun Hockey Tournament
~~ Alberta Star Skate Championship
~~ Special Olympics Provincial Floor Hockey
Championships
~~ Dieter Knobloch Memorial Adult Soccer
Tournament
~~ Alberta U12 Soccer Provincials
~~ Fire on Ice Charity Hockey Game
~~ Provincial Boys Peewee AA Hockey
Championships
~~ St. Albert and District Chamber of Commerce
Lifestyle Expo ~~ City Managers Cup
~~ Snowmobile Dealers Preview
~~ Ringette Alberta RAB Cup
~~ Blues Lacrosse Tournament
~~ Desa Spirit of the North Karate
~~ Kinderland Market
~~ Poundmaker Lodge Spring Dance Festival
~~ Road Rage Street Hockey Tournament ~~ Eek! Comic & Pop Culture Fest
~~ Take It or Leave It ~~ Baggataway Lacrosse Tournament ~~ Edmonton Oilers Hockey School Camps
~~ Rock n’ August Night at the Drive In
~~ Rock n’ August Jukebox Friday Night
~~ J.R. Patrick CLASSIC 3 on 3 Basketball
Tournaments ~~ Edmonton Oil Kings Pre-Season Hockey
Tournament
~~ Turkey Ring Ringette Tournament
~~ Halloween Haunt
~~ Volunteer Fair
~~ Edmonton Region Open Skate Competition
~~ Novice/Atom Hockey Tournament
Servus Credit Union Place | 2014 Annual Report (Unaudited) | 13
More
Interactions
14 | Servus Credit Union Place | 2014 Annual Report (Unaudited)
How we interact with our members and
community continues to evolve at Servus Place.
In 2014, servusplace.ca aligned with the City’s
website, stalbert.ca. The website remains the
primary source for information about Servus Place,
and combining the websites allows for users to gain
access to all types of information about the City
with a few simple clicks.
Increasingly, our users and community members
are accessing social media for information. The
number of average Facebook Wall Views has
almost doubled to 33,000 per month in the
last year. Likewise, we now have 1,139 followers
on Twitter who receive daily information about
programs, registrations, events and activities
happening in the facility.
Last year, a Servus Place mobile app for Apple and
Android users was launched. This app has received
positive feedback and in 2014 has been downloaded
2,138 times and has an average of 675 active users
(people using the app on a regular basis) per
month. In fact, 16 per cent of respondents in the
2014 Customer Satisfaction Survey indicated that
the app was their preferred choice for obtaining
information about Servus Place.
We continue to communicate through our monthly
eNews. This newsletter is emailed to subscribers
once a month and contains information about
the facility, fitness tips, recipes, member profiles
and event information. It is also a great way to
recognize our sponsors and business partners.
Each month, approximately 3,500 subscribers
read the Servus Place eNews.
The 2014 Customer Satisfaction Survey
indicated that 96 per cent of respondents
were particularly impressed with the
diversity of communication tools that
Servus Place offers.
96%
highly satisfied with communication
tools used by Servus Place
Servus Credit Union Place | 2014 Annual Report (Unaudited) | 15
More
Opportunities
16 | Servus Credit Union Place | 2014 Annual Report (Unaudited)
ACTIVE BUSINESSES
Sponsorships play an important role in operating Servus Place. In
2014, we maintained our relationships with our current sponsors and
are very thankful that they share our commitment to cultivating
a healthy and active community. They help us provide residents
of St. Albert with a destination, programs and events in which to
participate, have fun and keep active.
Additionally, our business partners provide a vital service to the
users of the facility. St. Albert Source for Sports provides expert
advice and top quality sporting equipment. Dynamic Physio
Therapy was awarded the St. Albert Gazette’s Readers’ Choice
Award for their physical and sports therapy treatments this
year. For refreshments, there is Booster Juice and Skybox Grill
as well as the City-run Starbucks. All of these businesses work
together to provide visitors to Servus Place with a positive
experience.
“I enjoy getting to know the regulars at Servus
Place and building a relationship with them
over the years,” says Anita McDougall, store
manager for the Servus Place location of
St. Albert Source for Sports. “We get to see
kids coming back year after year to get
new soccer cleats or skates sharpened
and it’s really wonderful to see!”
Servus Credit Union Place | 2014 Annual Report (Unaudited) | 17
AN ACTIVE ECONOMY
VISITOR SPENDING HABITS
Attendance
Economic Activity
Generated
St. Albert
Total
Jeremy Richardson Memorial
Baggataway Lacrosse Tournament
3,641
$468,407
$742,354
John Reid Memorial AAA Hockey
Tournament
940
$396,968
$615,626
Turkey Ring Ringette Tournament
3,411
$225,634
$337,709
ICTF (Taekwondo) World Cup
1,800
$131,252
$193,722
U16A Provincial Ringette
Championships & Slush Cup
2,270
$101,500
$211,448
$51,241
$76,748
Women of Dignity Conference
500
Total
18 | Servus Credit Union Place | 2014 Annual Report (Unaudited)
$1,375,002
$2,177,607
50%
40%
62%
61%
42%
39%
65%
61%
58%
42%
39%
38%
35%
30%
20%
10%
es
pe
pi
Ex
op
le
Sh
m
in
ta
re
at
io
n
&
Ve
h
ic
En
te
r
ns
ng
t
en
s
ro
ce
rie
G
ur
an
t
Re
st
a
od
at
io
n
0%
Re
c
The following graph details the total economic activity,
generated by each event that was held at Servus Place. Economic
activity is defined as the direct impact, indirect impact and
induced impact associated with the event. To review the complete
report, please visit stalbert.ca.
58%
60%
m
The results of the study indicated that community and
sporting events serve as key economic drivers for St. Albert
and of the ten events studied, seven were held at Servus Place;
six sporting events and one conference.
70%
A
cc
om
Over the course of 2013, the City of St. Albert conducted
an economic impact study of major events held within
St. Albert. The goal of this study was to better understand
the economic impact that key sporting and community events
have on St. Albert. In July 2014, the findings were analyzed
and compiled into a Major Event Economic Impact Report.
St. Albert
Edmonton
Not only did this report reveal the economic
impact of major events, it also focused on where
and how participants, visitors and spectators
spent money while attending the events. The
graph above outlines spending distribution in
general categories differentiating between the
St. Albert and Edmonton markets from the seven
events that took place at Servus Place.
Three important themes
emerged from the Major Event
Economic Impact Report:
• Major events are attracting
visitors to St. Albert and, in
turn, these visitors are spending
money while attending and
participating in events.
• Servus Place has established itself
as a significant economic driver
for St. Albert, with a net impact of
$3,620,490 on the City’s economy
and a total of $6,367,900 provincially
each year.
• A substantial opportunity exists in
the hotel category to capitalize on
event-based tourism.
Servus Place has established itself as a
significant economic driver for St. Albert,
with a net impact of $3,620,490 on the
City’s economy and a total of $6,367,900
provincially each year.
In addition, the report suggests that potential
economic growth opportunities exist in the
following areas:
1. Community Events with Broad Audiences:
St. Albert is well positioned to host mid-sized
sporting and community events that span
multiple days. These events are the main
generators of tourism dollars, according to
the study.
2.Servus Place: The report confirms that Servus
Place has demonstrated that a publicly funded
recreation facility can meet the needs of
an entire community. The study also cites
the facility as a key economic driver for the
various service industries in St. Albert.
“The Major Events Economic Impact Report
indicates that community and sports
tournaments are important economic drivers
for the city,” says Mayor Nolan Crouse. “People
are purchasing clothes, buying groceries and
eating at local restaurants during their stay in
St. Albert. I’m particularly excited about the
future economic growth potential that exists
in our city.”
Servus Credit Union Place | 2014 Annual Report (Unaudited) | 19
Facility
Spruce Up
20 | Servus Credit Union Place | 2014 Annual Report (Unaudited)
LANDREX WATER PLAY CENTRE
SPRUCE UP
The annual Spruce Up took place from May 19 -22, opening one day
ahead of schedule.
Some of the work completed included:
•
•
•
•
•
•
Bench replacement in the sauna
Deep cleaning of the deck and locker rooms
Minor tile repairs in the steam room, deck and locker rooms
Lazy River pump refurbishment
Face plate replacement of all outlets in the locker rooms
Minor paint touch ups
FITNESS CENTRE SPRUCE UP
The Fitness Centre, Christensen Developments Track &
Training Centre, the Fitness Studio and the Mind and Body
Studio were all closed on June 23 and 24 for our annual
Spruce Up. Work included:
• The Fitness Centre was completely dismantled for a
deep clean, repair and maintenance on all fitness and
weight equipment.
• All walls were painted
• All lights and ballasts were changed
• A deep clean of all floors and change rooms
• A thorough cleaning of the track including all 24
spin bikes, 6 rowers and 6 fans.
Servus Credit Union Place | 2014 Annual Report (Unaudited) | 21
Financials
22 | Servus Credit Union Place | 2014 Annual Report (Unaudited)
FINANCIAL OVERVIEW
OF 2014
Since opening in 2006, Servus Place has seen strong
growth in revenues and nominal growth in expenses,
which resulted in a small surplus in 2014. This surplus
can be attributed to a number of factors, the largest
of which was the implementation of a new financial
management structure. The new structure created
efficiencies that positively impacted the budget and
is more reflective of the actual costs to operate the
facility including personnel costs, materials, utilities,
etc, as well as streamlined and consolidated expenses.
Servus Place experienced high revenue in most
operational areas including; admission fees, lesson
fees, rentals, advertising and sponsorship, sale of
goods and miscellaneous. This generated an increase
of $240,000 from 2013 revenues and due to the
financial restructure, expense reallocations translated
to a decrease of approximately $540,000. All of this
culminated in a cost recovery of 101 per cent.
ANNUAL COST RECOVERY
100%
95%
90%
85%
81%
80%
75%
70% 68%
65%
60%
55%
50%
07
20
08
20
101%
92%
87%
83%
09
20
10
20
86%
11
20
88%
12
20
13
20
14
20
SERVUS PLACE REVENUE SOURCES
Sale of Goods (Commission
& Vending) 8%
Advertising/Sponsorship
7%
Memberships
32%
Rentals - Facility
21%
Lesson Fees
13%
Admission Fees
19%
Servus Credit Union Place | 2014 Annual Report (Unaudited) | 23
STARBUCKS
Starbucks continues to be a success story at Servus Place. In 2014, Starbucks had 128,000
transactions which is an increase of nearly 25,000 since opening. The steady growth
and popularity of the coffee shop reflects how businesses within the facility can cultivate
togetherness; parents, family members, friends and classmates have an opportunity to
connect over coffee while at Servus Place.
In 2014, the Starbucks store contributed $88,190 in operating revenue to the City and, after
transfers, $53,190 to the Servus Place bottom line. Sales have consistently increased since
opening, and in 2014 were 10 per cent higher than 2013.
NUMBER OF STARBUCKS TRANSACTIONS
130,000
125,000
120,000
115,000
128,592
110,000
118,849
105,000
100,000
95,000
24 | Servus Credit Union Place | 2014 Annual Report (Unaudited)
RETAIL REVENUE
2014 ACTUAL
operating revenue
$661,345
operating expenses
$573,155
Subtotal
Transfer to reserves
$88,190
$35,000
103,315
2012
2013
2014
Total
$53,190
STATEMENT OF REVENUE AND EXPENDITURES
2014 YTD ACTUAL
Memberships
$ 2,719,629
Admission Fees
1,625,154
Lesson Fees
1,112,700
Rentals - Facility
Advertising/Sponsorship
1,769,490
604,277
Sale of Goods (Commission & Vending)
721,616
Miscellaneous Revenue
36,594
Total Revenue
Personnel Costs
$ 8,589,462
$ 4,105,562
Contracted & General Services
597,621
Utilities
970,413
Materials, Goods & Supplies
786,693
Transfer to Reserves
Transfer to Operations - Aquatics
92,011
806,421
Transfer to Operations - Public Works
811,532
Transfer to Operations - Business & Marketing
371,100
Total Expenditures
Net surplus (Deficit)
$ 8,541,353
$ 48,109
Servus Credit Union Place | 2014 Annual Report (Unaudited) | 25
400 Campbell Road
St. Albert, Alberta T8N 0R8
March 2015 | Printed on Recycled Paper
servusplace.ca