COMMUNITY SERVICES AND ENVIRONMENT COMMITTEE
	TO:	Mayor and Members of Council
	FROM:	Barbara M. Roth, Director, Recreation and Culture Services
	PREPARED BY:	Lori Wells , Manager , Programs
	DATE OF MEETING:	2004-November-15
	SUBJECT:	Early Bird Camp Registration Price Discount

RECOMMENDATION:

That the report entitled Early Bird Camp Registration Prices Discount be received;

And that the early bird camp registration price discount be reduced from 15% to 10% effective January 2006.

PURPOSE:

The purpose of the report is to gain approval to reduce the early bird camp registration price discount.

BACKGROUND:

In 1997 Recreation and Culture Services introduced an early bird camp registration with a 15% price discount. The purpose of the early bird registration was to assist in the marketing of the camp service. Through research by staff it was identified that the customer was looking to register and plan for summer camp opportunities in the months of January and February.

In January 1997, the initiative was launched and $145,000 was collected in fees during the early bird registration period. In the past eight years, we have had an excellent response and the collected early bird registration revenues have more than doubled. Over the past three years, the average fees collected were $437,000 approximately 45% of the targeted annual camp revenues. The growth has been a result of the following:

• Introduction of a direct mailing to previous participants
• Enhanced promotional material
• More camp programs
• And the key item, customers reserve their spot in a camp of their choice for the summer months

The cost to operate the camps is increasing. If our business level remained stable, a 5% reduction of the price discount would result in additional revenues to assist in offsetting the operating costs. For example, in 2004, revenues not realized due to the price discount were $65,700. If the price discount was reduced to 10%, we would have an additional $21,900 in revenues.

Through feedback from the customers, we found that the customer is more interested in having a guaranteed spot in a summer camp than receiving the price discount.

Staff will do a survey of 2005 camp registrations to determine if we can reduce the early bird camp registration discount price below the 10% amount or possibly eliminate it.

FINANCIAL CONSIDERATIONS:

Based on the 2004 actual from the early bird camp registration, $438,000 in fees were collected. Fifteen percent of the total fees collected were $65,700. If we were to reduce the price discount to 10%, we would have realized an additional $21,900. The 2006 budget adjustments will reflect the 2005 actual early bird camp registrations.

Barbara M. Roth, R.D.M.R. Director, Recreation and Culture Services

Jim Sales Commissioner, Community and Fire Services

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