Rethinking the Profession: Stress Benefits, Not Features

What do we get out of it?

Shifting to a benefits-based profession means rethinking the way we work.

In December 1999, I presented a session on benefits-based management to a Kent State University administration class. While preparing for the presentation, I realized that Ohio Parks and Recreation Association (OPRA) has collected a number of benefits-driven examples that can be of assistance to many of us. The following is the handout from the presentation, "Benefits-Based Management: A Shift for the Profession."

The National Recreation and Park Association introduced the Benefits Movement in 1996. The Benefits Movement is an ongoing process by leisure service providers to identify desirable individual, economic, community and environmental benefits derived from recreational experiences, including the assignment of resources to address and promote these benefits and their outcomes.

There are three components of the Benefits Movement:

1 Benefits-Based Awareness (BBA) are the promotional efforts designed to increase internal and external awareness of the actual benefits of parks and recreation related experiences. The NRPA "Benefits are Endless ... [TM]" slogan and logo are part of this BBA component.

2 Benefits-Based Management (BBM) is the integration of the benefits-based approach into the ongoing internal administrative function and philosophy of an agency. This component includes the mission statement, agency goals, job descriptions, program descriptions, facility descriptions, work plans, budget procedures, personnel training, planning and public relations.

3 Benefits-Based Programming (BBP) is the design and delivery of recreation programs with the intent to address or incorporate the benefits using a set of goals and objectives. These benefits can then be evaluated to validate specific individual, economic, environmental and community benefits.

We are going to focus on management. With BBM, we will shift our management style from being feature-driven to benefits-driven.

What do I mean by feature driven?

For years, park and recreation agencies have been promoting the types of facilities and programs they provide, the features of their agency. The shift we're asking our professional to make is to stop promoting features and start promoting the benefits of these features.

In other words, move away from talking, writing, thinking, discussing and selling the number of miles of trails, the number of recreation centers, the number of acres of parkland your agency may have. Start talking, writing, thinking, discussing and selling the actual benefits derived from these features. Focus on benefits such as reduced stress, economic boost, increased family bonds, reduced juvenile crime, cleaner air and water and increased property values.

How does one make this shift?

Always identify the benefits first. No matter what the administrative task, start by identifying the benefits then proceed with the management task whether it be a program description, job description, budget justification or mission statement. You must always start by brainstorming a list of benefits.

Following are some examples developed from the Cincinnati Recreation Commission's departmental BBM training and from the City of Westerville, Ohio, who hosted an OPRA BBM training session last year.

1 BECOMING BENEFITS-BASE

Back On the Block

The Back on the Block Program is designed to attract the 13- to 22-year-old youth to a positive whole-life experience. Back on the Block helps teens and young adults socialize at special events with families or other bored, lonely youth. Teens can conquer boredom while reducing daily stress through physical activities that build self esteem. Back on the Block promotes sensitivity to cultural diversity by taking trips outside of the community, as well as creates strong bodies and cardio vascular health at oar Back on the Block pool events. Most importantly, these youth are creating memories.

McKIE: Summer Day Camp

Meet new friends and see the city to conquer your child's summer boredom. Sports, crafts, swim lessons, field trips and a variety of special events will build your child's self-esteem and promote the learning of life skills.

River Trek

River Trek is a free program for area youth (13 to 17 years) that builds appreciation for diversity, encourages teamwork and teaches low-impact camping skills, as they travel by canoe and raft for five days and four nights down the scenic Little Miami River.

Trekkers make new friends and see a world far removed from the city lights where they will learn water safety skills as they swim, fish and canoe the river. Participants will also gain personal knowledge of the ecology, history, geology and wildlife of this historic river valley.

Veteran trekkers are eligible to return and build leadership skills as peer leaders.

National Junior Tennis League (NJTL)

Get in shape and learn how to develop new skills in the National Junior Tennis League (NJTL). You can join a team on your neighborhood courts. We will give you a T-shirt, teach you how to play tennis, take you to team matches and finish the summer with a great trip to the "Meet the Pros" at ATP Championships.

Sign up now and let us teach you the great sport of tennis.

Flag Football

Boys and girls can experience all the guts and glory of football with the safety of a non-tackle game. Children develop team skills and make friends while learning football. Enroll your child now so their self-esteem can build as their bodies develop.

Daycamp A.M. Care

Parents can bring their charges to day camp as early as 7 a.m., so they can begin their busy day. Our safe environment is conveniently located on the Woodford Paideia Campus. Children can enjoy a variety of activities, rock in our chairs in the reading area or finish their homework before school starts. Your child and their new friends can get their morning exercise as they hop, skip and jump to their classroom.

Adult Softball

Whether you want the thrill and excitment of competition or to socialize with friends while keeping physically active, try the United States' second largest USSSA softball program. The socially-active and physically-fit are less vulnerable to the adverse effects of stress.

Our leagues are convenient: Play close to home and let the entire neighborhood rally around your team when you come play in our backyard.

Birds of Prey

We share the earth with many other creatures. Residents of the earth, sky, and water each play a critical role in the health of our environment. Who helps control neighborhood pests? Who is a devoted parent and mate? Who provides countless fascinating hours of entertainment and learning in your back yard or neighborhood park? Birds of Prey! Come to Cypress Grove Nature Park to learn more about these fascinating and vital residents of our natural world.

2 BUDGETING FOR BENEFITS

Grounds Maintenance Worker

A grounds maintenance worker is desperately needed to ensure quality maintenance of our parks, athletic fields, and green spaces. These are essential for providing a safe environment that will keep property values high and attract new businesses and families to our area, further promoting pride in our community.

If not funded, our parks will begin--or continue--to decline encouraging antisocial behaviors to exist, deterring families and children from using them and eventually, reducing the value of homes in the nearby area. When property values decrease so does our tax base.

Clerk/Typist Receptionist Position

In order to increase staff effectiveness in providing recreational activities, a clerk/typist receptionist is needed in every major community center.

If these positions are not found:

1. Programmers will continue to answer phones and perform daily clerical duties, thus negatively impacting the quality of our programs.

2. The ratio of staff to participants will not be an effective number.

3. Bank deposits and money handling will remain a stressful task, difficult to monitor. First impressions are made within the first ten seconds of greeting someone. A receptionist will add a professional touch and increase pride and productivity of staff. A consistent, positive greeting is a must for all successful businesses.

Grant Writer

A full-time grant writer will ensure that our organization identifies and develops partnership funding for youth programs to involve teens in pro-social activities, embrace diversity, teach teamwork and build self-esteem. If not, we will continue to see:

* Fewer pro-social opportunities for youth

* More idle youth

* More gang involvement

* Less respect for others and their property

* Less concern for the environment

* Less tolerance for others

* Higher juvenile justice costs to taxpayers

* Higher costs to taxpayers for youth recreation programs

* Higher youth incarceration rates

* More juveniles becoming adult criminals.

Maintenance Field Worker (MFW) Position

The MFW position is critical to the vitality of the city. In warm weather, people flock to our public areas in pursuit of health, well-being and community involvement through leisure activities. It is imperative that the city's green spaces and activity areas be kept clean and safe. This is what the public expects and deserves. MFWs are critical to achieve this end.

The added expense of these workers will be more than offset by user fees, concessions, and boosts to the local economy in the purchases from local vendors of sporting goods, picnic supplies, and other leisure related goods and services. If our facilities are not up to par, people will recreate elsewhere, taking their dollars with them.

Playground Equipment Replacement

Providing a safe playground environment is an essential function of city government. Obsolete equipment in our parks is a liability, a neighborhood eyesore and a costly maintenance problem.

The proposed playground replacement will greatly improve user safety, community pride, and social opportunities for children and adults. It will decrease maintenance costs, liability, and potential injury. The equipment will also enhance accessibility for young people with differing abilities and backgrounds, and will be ADA compliant. If not funded, injuries and maintenance will rise and property values and park usage will decline.

Parking Lot Lights

In an effort to keep all leisure participants safe, parking lot lights are needed at Highlands park. These lights will:

* reduce crime and increase property value

* deter vandals

* increase community pride due to community stability

* extend hours of operation

* reduce the need for police patrol, which in return provides more police elsewhere.

Research demonstrates that lighting strengthens public safety.

If not funded:

* crime will rise

* tax dollars will be wasted on maintenance

* high residence turn-over will lower property value

* business will relocate and tax base will drop.

3 FACILITIES PROVIDE BENEFITS

Leblond Community Center Offers River[rant Fitness

Relieve tension and stress in a health-positive gymnasium, swimming pool and outdoor athletic facilities. Spend time with your family while appreciating the beauty of a natural river-front green space. Experience friendly interactions with neighbors and community residents of all ages. Hard-to-please teens will enjoy their state-of-art lounge in a safe, affirming environment. Opportunities abound for intergenerational, inclusive interaction.

Over the Rhine

Over-the-Rhine (OTR) is the hub of a safe and healthy recreational environment, providing vital life skills developed through recreational experiences. This facility helps inner-city youth and adults make memories through structured team sports. Enjoy stress-free family bonding at our indoor pool. Develop muscles you never knew you had while roller-skating to our new stereo system. Build a strong body and mind in the Hammer Strength room. Create arts and crafts with our many programs.

Bring Family, Friend or Dog on the Scenic Hike Bike Trail

Enjoy the fresh air with family, friends or your dog on the scenic 5.6-mile newly-paved Hike & Bike Trail. Take a relaxing walk observing the abundant nature or get in shape with a fitness run or bike ride. This flat trail is suitable for all ages and ability levels. Make new friends or gather with old. Start your day refreshed or wind it down with a turn on the trail.

Pleasant Ridge Community Center Offers Fitness Fun

This neighborhood center assists people to enhance their lives while interacting with others. Reduce stress and tone muscles in our accessible-to-all fitness room. Increase community pride as athletic teams compete in sports leagues. In our playground and park, you can meet friends and increase family bonds as you enjoy our beautiful outdoor setting. Within our custodial care program, your children can participate in our many enriching activities while making lifelong friends.

Hoff Woods Park Provides Scenic Family Fun

Reduce stress and enjoy the great outdoors with a walk through the nine-acre woods. Get a good work out biking or playing tennis. Enjoy quality family time at the playground picnic shelter. Meet new friends in a pick-up game of basketball or volleyball. The seven-acre pond provides a relaxing place to fish.

Michelle Park is the Executive Director of the Ohio Parks and Recreation Association.

COPYRIGHT 2000 National Recreation and Park Association
COPYRIGHT 2001 Gale Group