The benefits go on and on�� - task force formed promoting National Recreation and Parks Association member benefits

The National Recreation and Park Association's Benefits effort has gained tremendous momentum in the park and recreation field because it has been so enthusiastically accepted by NRPA members across the country. The program has been growing as the result of several specific initiatives that are occurring simultaneously and collaboratively. However, because the program is growing on several fronts, NRPA members may be receiving different messages about what constitutes NRPA's approach to Benefits.

In recent issues of Parks & Recreation magazine, Dr. Bev Driver has helped to reduce the confusion by clarifying several terms and concepts related to the Benefits movement (Driver, 1997; Driver, 1998a; Driver, 1998b). Also in P&R, Michelle Park, CLP; David Clark, CLP; and Jodi Rudick (1997) have outlined the evolution of Benefits-Based Management (BBM) development in the United States. They identified the role of NRPA in the movement and identified other significant events that have brought us to where we are today. It is safe to say that the Benefits movement has "caught the profession by storm." There is no issue that is more pervasive within the profession than the concepts, strategies, and procedures of the Benefits movement.

It is the purpose of this article to further define terms associated with the Benefits movement and identify where we are going. Recently, a set of terms has been established to add clarity to the movement. The overarching term is the Benefits movement, and this refers to the ongoing process by leisure service providers to identify desirable individual, social, economic, and environmental benefits derived from recreational experiences. This includes the assignment of resources to address and promote these benefits, as well as the documentation and promotion of resultant outcomes. BBM involves the integration of the Benefits-based approach in the ongoing internal administrative function and philosophy of an agency, including such things as the mission statement, agency goals, work plan, budget procedures, personnel training, planning, and public relations. Benefits-Based Programming (BBP) relates to the design and delivery of programs with the intent to address or incorporate "benefits," using a set of goals and objectives that can be measured and evaluated in an effort to validate specific individual, social, economic, or environmental attributes. Lastly, Benefits-Based Awareness (BBA) refers to the promotional efforts that are designed to increase internal and external awareness of the "benefits" of park and recreation-related experiences in regard to quality-of-life determinants. This awareness effort is most commonly known as NRPA's "Parks and Recreation: The Benefits are Endless...[TM]" campaign. NRPA is developing a brochure -- soon to be released -- that will explain the Benefits movement and include all definitions, activities, and products available.

To advance the Benefits movement, NRPA has sponsored two major efforts that address BBA and BBP. The awareness program is "The Benefits Are Endless...[TM]" campaign. This effort teaches professionals how to better communicate the impact of recreation services to their stakeholders. Several training programs, with professionals serving as trainers, have been administered throughout the United States. Further, promotional materials -- from videos to "Benefits Are Endless" polo shirts -- are now available. This campaign has been very successful in getting the message of the impact of recreation services across to constituent groups. However, we must remember that we can not market what we do not deliver. Therefore, it is critical that we establish purposeful recreation services and document the impact of these services so we can communicate our successes to the public.

Training Manual to Be Available

In 1996, NRPA, through the National Recreation Foundation, initiated five demonstration projects to implement a Benefits-based recreation programming model that can be used to deliver outcome-oriented recreation services. These demonstration projects have been coordinated through Clemson University and implemented by the Chicago Park District; Fort Lauderdale Recreation and Parks Department; Maryland National Capital Parks and Recreation Commission; Rock Hill (SC) Department of Parks, Recreation and Tourism; and Seattle Parks and Recreation Department. A training manual and a technical report of the outcomes of these demonstration projects will be available through NRPA this summer.

Also in 1996, because of the importance of this movement and level of interest throughout the profession, NRPA's Board of Trustees, with strong support from NRPA past-president Fran E Mainella, CLP, established the Benefits Task Force to provide guidance and direction to the movement. Christopher IL Jarvi, CLP, current NRPA president, continues to provide strong support to the Task Force and its efforts. NRPA staff, through Dr. Van F. Anderson, CLP, director of Professional Services, work very closely with the Task Force, which is headed by David Clark, CLP of Albany, Oregon. The Task Force meets twice a year and holds conference calls quarterly (or as needed). At the 1998 NRPA Mid-Year Meeting in Washington, D.C., the Task Force discussed several directions it wanted to take.

The overarching concern of the Task Force is to develop a well-defined, cohesive plan for expanding the Bene. fits message to the profession. This includes further training of professionals in BBP and advancement of the "Benefits are Endless...[TM]" campaign. Standardization of training was strongly encouraged and efforts for ensuring this were put in place. A new "train the trainer" program, related to BBP and coordinated by Clemson University, will be initiated. Sixty to 80 professionals will complete this training to become official NRPA trainers for BBP. The training for the "Benefits Are Endless...[TM]" campaign will concentrate on stronger efforts at standardized training.

Through NRPA, the Task Force has commissioned the development of a resource guide, "Setting A Course For Change -- The Benefits Movement," which will provide information on how to identify and promote the benefits of recreation services in one's community using secondary or existing information. Also, the guide will provide a comprehensive overview of the Benefits movement and general information relating to the administration, implementation, and marketing of recreation services with a Benefits mission.

Benefit Movement Progresses

A new effort focusing on the administration of an agency with a Benefits mission is being undertaken. BBM training exclusively for administrators will be presented at the 1998 Congress in Miami Beach. In fact, 13 sessions relating to the Benefits movement will be available at the 1998 Congress, September 23-27.

The Task Force also is pursuing the development of national standards related to BBM for the Park and Recreation Agency Accreditation Process and the Accreditation Process for Recreation, Park Resources and Leisure Services Education Curricula. Draft standards for the Agency Accreditation Process have been developed and forwarded to the Commission for Accreditation of Park and Recreation Agencies. Draft standards for curricula accreditation have not been developed yet. The inculcation of the Benefits philosophy into academic programs, however, is essential if the movement is ever to reach its full potential.

In addition, NRPA is supporting the continued development of demonstration projects to expand the number of agencies with the knowledge and experience required to conduct BBP. A strong assessment effort is being made at each of these sites to ensure that the impact of recreation services is being clearly documented. Also, efforts are underway to establish software for assessing the impact of recreation services. This software will offer application across several types of recreation programs and user groups. Concurrently, the Task Force has commissioned a series of studies to identify the economic impact of various types of recreation programs. Agencies can contract with Texas A&M University to develop these studies in conjunction with their program.

As one can see, NRPA, through the work of its Benefits Task Force, has taken several steps to advance the Benefits movement. There are many activities underway that will enhance the profession's ability to offer Benefits-based programs and services.

The continued support and involvement within the profession is the only way that these activities will be successfully completed. NRPA, through the Benefits Task Force, will continue to enhance communication within the profession, as this is essential to advancing the Benefits movement.

Dr. Larry Allen, CLP is a professor in the Department of Parks, Recreation and Tourism Management at Clemson University; Christopher K. Jarvi, CLP is president of the National Recreation and Park Association; and David Clark, CLP is chair of the Benefits Task Force.

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