Page 195 - Keller Budget FY21

PARKS AND RECREATION DEPARTMENT
RECREATION PROGRAMS DIVISION (100-630-61)

DEPARTMENT DESCRIPTION:
The Recreation Programs division of the Parks and Recreation Department manages the City's Special Events, programs, and
activities. Annual special events administered by the department include I Heart BBQ, Holly Days, Outdoor Holiday Decorating
Contest, Spring Egg Scramble, Fishing for Fun (2), Daddy/Daughter Dance (4), Keller Summer Nights (5), Family Campout,
Haunted Campout, Haunted Trail, Date Night, and Trash Bash (2). In addition to Special Events the programs offered by our
department include A Sense of Adventure (8), Yappy Hour (8), Night Hike (12),Family Fit Night(12), TAAF Swim, and Adopt-a-
Street. Approximately 35% of the funding for special events and programs is supported by the general fund. The remaining
65% is generated through 50 cent water bill donations, community partner donations/sponsorships, grants and fees.

DEPARTMENT/DIVISION GOALS:
1. Foster tourism, showcase local businesses and organizations and provide citizens an economical means of recreation
through the creation and implementation of a variety of enriching programs and special events.
2. Inspire environmental stewardship and healthy lifestyles through the management of Keller Proud and Texas Amateur
Athletic Federation Programs.
3. Ensure sustainability of citywide special events through the expansion of our resources and encouragement of community
involvement by:
a. Fostering partnerships with civic groups, businesses, foundations and neighboring communities that align with our core
values.
b. Maintaining and promoting an active and rewarding volunteer program.
c. Creating loyal sponsorships and developing new opportunities for businesses to feature their products and services.
4. Attract individuals and businesses to the area by providing quality customer experiences that leave the guests with that "wow
factor".
5. Continue to enhance communication regarding recreation programs, events and facilities through social, electronic and print
media.

DEPARTMENT/DIVISION OBJECTIVES:
1. Create free to low cost events that appeal to a large demographic. Specifically 90% family friendly, 10% young adults.
2. Create opportunities for revitalization of community through trash bash, fishing, adopt-a-street and adopt-a-spot programs, in
addition to promoting Tree City USA through Arbor Day celebrations.
3. Develop new partnerships in addition to existing partnerships.
4. Continue to develop park programs such as night hike and yappy hour.
5. Create a cohesive marketing strategy for all recreation divisions that increases social media following by 25%.

SERVICE LEVEL ANALYSIS:
FY 2020-21
FY 2018-19 FY 2019-20 FY 2019-20 Adopted
SERVICES PROVIDED Actual Budget YE Proj. Budget
Special events provided annually 20 19 15 20
Recreation Program Volunteers 724 1,400 900 1,400
Number of partnerships developed 15 18 10 18
Programs provided annually 18 30 20 30
TAAF Swim 1 1 - 1

PERFORMANCE INDICATORS
Special event guests 21,550 18,000 20,000 25,000
Recreation program volunteer hours 3,220 5,000 3,190 4,000
Recreation partnership dollars generated 54,902 45,000 40,000 55,000
TAAF swim participants 193 225 200 300

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