September 2008

In This Version:

• Latest Updates from the Sporting Goods Industry
• Generational Update for the Near Future\
• California: Prospects Ahead
• Greening Trends Continue
• LA Makes the News

Value of Parks: Philadelphia Report

How Much Value Does the City of Philadelphia Receive from its Park and Recreation System? This 1 st of its kind report undertaken by T PL and the Philadelphia Parks Alliance states that parks provide Philadelphians with so many joys and benefits that many residents would not want to live in the city without them, and there is growing realization that the city's parks are providing hundreds of millions of dollars of value. This report includes enumerations on the economic value of the city's park system for seven different factors -- clean air, clean water, tourism, direct use, health, property value, and community cohesion. Based on the analysis, in 2007 the park system of Philadelphia provided the city with revenue of $23.3 million, municipal savings of $14.5 million, resident savings of $1.28 billion and a collective increase of resident wealth of $729 million. The report specifics even contain information as to how they calculated the findings. Check out the complete report at http://www.tpl.org/tier3_cd.cfm?content_item_id=22276&folder_id=3208

Mind Set of 18 Year Olds

Every year for the past 11 years, Beloit College of Wisconsin has been publishing a Mind Set List of events and experiences that have shaped the world view of this year's entering freshmen class; likely born in 1990. The original list was developed to help professors bridge the generation gap and not use terms such as “like a broken record” in their lectures.

The list can serve as a good way to review program and service offerings for teens and young adults. This year's list included the following:

• They have always been looking for Carmen Sandiego but have had the GPS systems to do so
• Gas stations have never fixed flat tires but are likely to serve cappuccino
• Girls in head scarves have always been part of the school wardrobe picture
• WWW has never stood for World Wide Wrestling
• Clarence Thomas has always been on the Supreme Court
• IBM never made typewriters (typewriters, what are those?)
• Soft drinks have always come with free refills
• There have always been charter schools
• Off shore drilling has always been banned
• Living wills and hospice care have always been medical options
• And, Seinfeld, the show about nothing, has always served as a reference for life.

(Source: For the complete list, check out http://www.beloit.edu/mindset/)

Latest Updates from the Sporting Goods Industry

The Sporting Goods Manufacturer's Association (SGMA) gathers data on sales of various sporting goods and annually creates a Sports Participation in America (2008 edition ). This report is available to their members but can be purchased by non-members at sgma.com.

The information featured in this section has been gathered from various press releases from SGMA.

At the SGMA Team Sports Show in Las Vegas this past June, the SGMA's president, Tom Cover, shared the following information:

• the wholesale sporting goods industry in the United States is a $68.4 billion business; an increase of 2.9% since 2006
• this growth rate is still greater than the 2.2% rate of growth for the U.S. Gross Domestic Product for non-durable goods
• technology is at the core of product innovation
• fitness gear continues to be the number one equipment category.
• by the end of 2008, the wholesale sports industry in the United States is expected to reach $69.6 billion

Sports Category Trends

The following reflect concise summaries of trends in sports categories:

Fitness: continues to be an area of steady growth

• Women rank #1 when it comes to fitness; they represent more than half of the participants in 18 of the 27 fitness activities measured
• Strong upward trends in fitness activities include: elliptical motion trainers, running/jogging, yoga/tai chi, Pilates training, treadmill, recumbent (stationary) bikes, and spinning.
• Health Club participation continues to growth with 42.7 million members in 2007; an increase of approximately 21 million since 1990
• Regular exercises are referred to as “avid enthusiasts” as compared to those who don't exercise regularly and
• Those non-“avid enthusiasts” have a list of reasons for not being physically active including: length of work day, commuting time, addiction to computer activities, lack of interest, lack of money to participate.

Team Sports : football, basketball, and baseball continue to grow but less traditional activities such as lacrosse, rugby, field hockey, and cheer leading are increasing as well.

• Team Sports remain popular as 63% of all 6 – 17 year olds play at least one team sports and two-thirds of them play on a frequent basis
• Age 11 is the peak age of participation for team sports; 72% of youth in that age group play at least one team sport
• between 1990-2007, the number of boys on high school varsity teams has risen 27% while the number of girls on high school varsity teams has risen 60%.

Racquet Sports : badminton, racquetball, squash, table tennis, and tennis all demonstrate gains in participation

• Tennis participation has increased by 31% since 2000

Editor's Note: Several years ago the United States Tennis Association assumed an active partnership with local public park and recreation agencies to “grow the game” at the local level.

Outdoor Sports : freshwater fishing, biking (road/paved surfaces), camping, and day hiking are the main attractions in this category

Water Sports : canoeing and snorkeling are the two favorites

Individual Sports : since 2000 the sports with the greatest growth are bowling, roller skating, and martial arts.

Extreme Sports

Extreme sports remains a compelling pursuit for many active Americans. The five most popular extreme sports are inline skating, skateboarding, mountain biking, snowboarding, and paint ball. Other information related to extreme sports participation includes:

• Skateboarders include more than 3.8 million participants who skateboard 25+ days a year. .
• Mountain Biking is an activity with rapid growth
• Snowboarding is the 2 nd most popular winter sport right after alpine skiing
• Paintball has seen overall participation grow by more than 50% since 2000
• Ultimate Frisbee is more popular than lacrosse, wrestling, beach volleyball, fast-pitch softball, rugby, field hockey, ice hockey, and roller hockey.

(Source: http://www.sgma.com/press/view.php?id=2 ); http://www.sgma.com/press/view.php?id=3 ; http://www.sgma.com/press/view.php?id=5)

Generational Update for the Near Future

A recently released book, The Way We'll Be, The Zogby Report on the Transformation of the American Dream , identifies the American Dream in transition. According to the author, John Zogby, who is a long-time pollster on trends in attitudes and values of Americans, there are 4 elements within this changing American Dream. Those four meta-movements as Zogby refers to them as include the following:

• Living with Limits as American become more accustomed to living in leaner, more uncertain times that will eventually lead to a shift away from materialism
• Embracing Diversity refers to not just differences in types of people living in our country but the ability to tolerate and even accept differing points of view
• Looking Inward to have our needs met as we find comfort in aspects of life that are more spiritual
• Demanding Authenticity as the hype and mis-representation of everything from products to politics results in a clamor for truth and genuineness

There are several of these meta-movements most particularly living with limits, looking inward, and an appreciation of authenticity that reflect the basics tenets of public parks and recreation.

Zogby's also identifies four different generations that will be citizens of this country as it evolves to this transformed American Dream. For each of these groups, he suggests approaches for dealing and communicating with them. The four groups include:

• Private Generation (born between 1926 and 1945). Zogby envisions that this group has decades of healthy living ahead for most of them and believes they will seek to fill those years with volunteering, mentoring, and lifelong learning.
• Woodstockers (born between 1946 and 196d). This the cohort usually referred to as the “baby boomers” and Zogby believes that very soon they will finally get tired of looking and acting like their children and move into a second act of life. This second act will have greater social utility than an endless pursuit of youth and self.
• Nikes (born between 1965 and 1978). This generation professes “Just Do It” as their motto and mantra. They will be the leading edge of the transformed American Dream where people measure success in spiritual and not material ways. They have already started down this road as evidenced by the importance they place upon family.
• First Globals (born between 1979 and 1990) This the youngest of the four groups who have already started and will likely become citizens the world. In fact, many of them already have. They are ready to go anywhere, experience everything and in many instances have already traveled to and are working in exotic places across the globe. Information via cyberspace is the basis for their choices.

Interesting Assertion by the Author:

Zogby maintains that Americans will continue to define themselves less and less by paid work. It's ‘who I am,” not ‘what I do'.

(Source: The Way We'll Be: The Zogby Report on the Transformation of the American Dream. Random House: 2008)

California: Prospects Ahead

Just a few bits of information and potential insight regarding California and potential trends and changes ahead.

Plenty of Propositions

In true California tradition, there are a number of propositions awaiting the November ballot. The following is a list generated from the California Secretary of State's office as of 9/8/08:

• Prop. 1A : Safe, Reliable High-Speed Passenger Train Bond Act.
• Prop. 2 : Standards for Confining Farm Animals. Initiative Statute.
• Prop. 3 : Children's Hospital Bond Act. Grant Program. Initiative Statute.
• Prop. 4 : Waiting Period and Parental Notification Before Termination of Minor's Pregnancy. Initiative Constitutional Amendment.
• Prop. 5: Nonviolent Drug Offenses. Sentencing, Parole and Rehabilitation. Initiative Statute.
• Prop. 6: Police and Law Enforcement Funding. Criminal Penalties and Laws. Initiative Statute.
• Prop. 7 : Renewable Energy Generation. Initiative Statute.
• Prop. 8 : Eliminates Right of Same-Sex Couples to Marry. Initiative Constitutional Amendment.
• Prop. 9 : Criminal Justice System. Victims' Rights. Parole. Initiative Constitutional Amendment and Statute.
• Prop. 10 : Alternative Fuel Vehicles and Renewable Energy. Bonds. Initiative Statute.
• Prop. 11 : Redistricting. Initiative Constitutional Amendment and Statute
• Prop. 12 : Veterans' Bond Act of 2008.

These propositions may change between now and the end of the month, but they do suggest public sentiment, public concern, and the focus of special interest groups within the State. Concerns related to energy and the environment seemed to be of greatest concern and naturally some of the long standing philosophical issues are present as well.

The Politics and Economics of Legislation

California 's multibillion-dollar budget impasse is holding up more than funding for state agencies and programs. Some 870 bills, passed by both houses of the Legislature, are in limbo, including landmark environmental legislation that would have major economic impact and health effects. Gov. Arnold Schwarzenegger has said that he will not sign any bills until the Legislature, stymied by partisan conflict, can come up with a budget. ( Los Angeles Times , 9/5/08)

Economic Forecast

According to the experts at the UC Santa Barbara Economic Forecasting Project, there is mixed news regarding the economy. A recent public presentation by Dr. Bill Watkins, Director of the Project, suggests that the economy of the United States is better than people generally think, but the economy of California is worse than people realize. He cites the following factors as detracting from the economic outlook for California :

• job growth is slowing
• people are leaving the State
• sales (and sales taxes) are declining
• tourism is even weakening.

For full specifics on the economic forecast for the United States , the State of California and various regions within California , view Dr. Watkins' power point at http://www.ucsb-efp.com/PPT/2008/CA_US_Jun_Watkins.ppt

Greening Trends Continue

Since parks and recreation represents a portion of the preservation and environmental movements, it is critical we keep pace with the latest trends in “greening”. As you review these two trends, please consider ways in which your agency can make changes to position yourself as environmentally friendly in a more public way.

Precycling

A new trend called “precycling” is growing among eco-conscious consumers. Early adopters and the eco-conscious are no longer satisfied with using recycling bins for bottles, cans, and papers. These consumers would prefer more sustainable living practices such as bulk buying to avoid excess packaging and reusing water bottles and shopping bags. In its May Cassandra Report, The Intelligence Group found that 45% of trendsetters and 14% of mainstream consumers have "cut down on bottled water purchases" in the past six months. Forty-nine percent and 16% respectively have "cut down on use of plastic bags" over this same time period.

Precycling evolved out of a trend the market research and consulting firm spotted in 2007, which it called “wasted.” It is becoming a more popular viewpoint than recycling cans, bottles, paper and such . Precyclers remove themselves from junk mail lists, read paper-based media online and even carry around “precycling kits” consisting of cloth napkins and silverware—anything to reduce waste and not contribute to the recycling bin.

(Source: http://www.environmentalleader.com/2008/08/14/more-consumers-precycling/)

Eco-architecture

How does a playground made entirely from trees or a bus stop growing its own shade foliage sound to you? Such possibilities are not beyond consideration but the concept of shaping living trees into useful objects known as "arborsculpture" is not.

Initial projects are now underway in the United States , Australia and Israel include park benches for hospitals, playground structures, streetlamps and gates. “ http://www.sciencedaily.com/releases/2008/08/080821164300.htm

Corporations and the Environment

According to environmental LEADER , the executive's daily green briefing, approximately 25% of Fortune 500 companies now have a board committee overseeing environmental issues. This compares to fewer than 10% having such committees just five years ago.

The purpose of these committees is to to ensure decision makers effectively handle conservation efforts, new environmentally-friendly ventures, compliance with environmental regulations and related business risks.

However, there is still a gap regarding industry and the environment. According to a survey by KPMG, less than one-fifth of the energy industries reported sustainability as a permanent agenda item at board meetings and an additional 29% indicated the topic was never raised as board meetings

Source: http://www.environmentalleader.com/2008/08/13/corporate-boards-paying-attention-to-environmental-issues/

LA Makes the News

Los Angeles Mayor Antonio Villaraigosa recently credited a new summertime anti-gang program, which included special community events and extended nighttime hours at eight city parks, with a measurable drop in crime in some of the city's most violent neighborhoods. The Summer Night Lights program was in operation between the Fourth of July and Labor Day and offered special movie nights and other youth- and family-oriented events until midnight four nights a week; peak time for gang activity and other juvenile-related crime.

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© California Park & Recreation Society, 2008. trendSCAN is created for CPRS by Leisure Lifestyle Consulting of Sarasota, FL. Comments and questions can be directed to Dr. Ellen O’Sullivan at leisurlife@aol.com. Please feel free to share interesting trend information with her as well.