Where is NRPA going with Benefits-Based Management? - implementation of National Recreation and Park Association Management strategy

The National Recreation and Park Association is committed to the continued growth of Benefits-Based Management (BBM) and honestly believes that it is the association's future. A task force was appointed last fall by Fran P. Mainella, CLP, NRPA's past president, to ensure growth and advancement.

I am sometimes asked if this is another "Life: Be in It" program. The answer is definitely no. Benefits-Based Management is called different things by different people -- an approach, a philosophy, a program, an effort, a vision, or a project. Right now, there are two distinct components: benefits-based marketing and benefits-based programming. Here's what's happening with both:

* The Florida Recreation and Park Association recently hosted the first BBM school in Kissimmee, Florida. Future schools are being planned.

* A new publication and training opportunity is available through ADvisors Marketing, titled "Broadcast the Benefits of Parks and Recreation."

* Dr. Larry Allen, CLP, Clemson University, is nearing completion on the pilot projects testing benefits-based programming concepts with local park and recreation departments. In addition, the Ohio Parks and Recreation Association, in conjunction with NRPA, has three pilot projects in the works.

* Dr. Ellen O'Sullivan, CLP, Southern Connecticut University, is progressing on another benefits publication designed to complement the existing benefits resource guide. New benefits research and examples of how departments are promoting these benefits will be included.

* Dr. John Crompton, CLP, Texas A&M University, is making progress on the national study documenting the economic benefits of parks and recreation.

* The task force has forwarded to the Commission of Accreditation of Parks and Recreation Agencies (CAPRA) recommendations for incorporating BBM throughout the agency accreditation standards and is discussing the same with the NRPA/AALR Council on Accreditation for curriculum development.

* Additional training opportunities in both benefits-based marketing and benefits-based programming exist throughout the country Contact NRPA or your state association for details.

* The Annual NRPA Congress for Recreation and Parks in Miami Beach, Florida, will include two pre-Congress institutes, titled "Benefits-Based Programming" and "Broadcast the Benefits of Parks and Recreation," as well as numerous education sessions focusing on BBM.

* The task force held a strategic planning session last month during the NRPA MidYear Meeting. The results will ensure continued growth and define future overall direction for BBM.

* Monthly columns, such as this one, will continue.

This is just a small sample of what NRPA is doing. Almost every state association has jumped on the benefits bandwagon and is experiencing some great success. If you have a benefits story to share, whether at the state or local level, please forward it to Cathy Flocke, NRPA benefits coordinator, at (703) 858-2148.

RELATED ARTICLE: Benefits Success Story

The city of Puyallup, Washington, will surely never forget the benefits message. Recreation coordinator Lone Graves (left) and Trudy Kissel painted the entire benefits logo on the wall of their recreation center. To find out how they did it -- and what difference it's making -- contact Lona at (253) 841-5457.

Michelle Park, CLP is the executive director of the Ohio Parks and Recreation Association.

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