A Report to Trent University Athletics and Aquatics

A Report toTrent University Athletics and Aquatics Findings from Research to Examine Community Interest in the Renewed Athletics and Recreation Facility January 2009

Table of Contents

Background and Objectives Background The Strategic Counsel is pleased to provide to Trent University Athletics and Aquatics the following findings from research to examine interest in Trent’s renewed Athletics and Recreation facility. Trent is currently undertaking a major renovation and expansion of its athletic facilities that will offer both students and community members a modern and environmentally sustainable venue for sports and recreational pursuits.In order to sustain the new facility over the long term, Trent requires not just student members but also community members to join and take advantage of the venue and its programs. Community memberships will be an integral component of the revenue stream for the new facility. Currently, there are 200 community members; Trent wishes to increase this number tenfold, and attract 2000 members beginning when Phase II construction is completed in September, 2010. Research Purpose and Objectives To support Trent’s bid to substantially increase community membership in the renewed facility, the overall purpose of the research is to examine levels of awareness and interest among Peterborough and area residents in the facility and its potential offerings. Specific objectives are to: • Measure awareness of Trent’s facility and impressions of whether membership is an option for community members; • Determine levels of interest in becoming a member of Trent’s renewed facility and project community membership numbers; • Examine the extent to which specific types of programming/features will encourage membership; • Assess the importance of different aspects of facility culture and atmosphere; • Examine perceptions of Trent’s facility relative to other options; • Determine potential barriers to membership; and • Recommend approaches for encouraging Peterborough and area residents to become members.

Methodology • A total of n=750 adult residents (18+) of Peterborough and the area north of the city were interviewed by telephone from December 7 to 17th, 2008. Employees of Trent University were excluded from the sample. • The sample is proportionate to population and includes n=375 residents from Peterborough’s south end, n=175 residents from the city’s north end and n=200 residents from the surrounding county north of the city. The map on the following slide shows the geographic definition for each of these three areas. • The margin of error for a sample of n=750 is ±3.58 percentage points, nineteen times out of twenty. Note that the margin of error for sub-samples is larger. • Findings for “percent likely to join Trent’s renewed facility” (slides 10 and 37) are weighted to reflect the precise age distribution for the Peterborough and area population (18+).

Geographic Definitions for City-North, City-South and County GoodLife Trent Gold’s Gym YMCA Sport & Wellness Centre

Findings and Recommendations A. Awareness of Trent Athletics and Aquatics 1. Unaided Awareness of Facilities in the City of Peterborough • At the outset of the survey, residents were asked which facilities come to mind when they think about sports, athletic or fitness facilities in the City of Peterborough that residents can use if they become a member and pay a fee. Without prompting, the YMCA is mentioned most frequently (39%, first mention, 66%, all mentions), followed by the City of Peterborough Sport and Wellness Centre (27%, first mention, 48%, all mentions). These two facilities dominate in the minds of city residents. • The next most frequently recalled facilities are Good Life Fitness (6%, first mention, 17%, all mentions) and Gold’s Gym (5%, first mention, 15%, all mentions). • Trent is first-mentioned by 2%, and by 10% of residents in total. Thus, relative to its major competitors, top-of-mind awareness of Trent is relatively limited. Those in the north end of the city are twice as likely as those in the south end to mention Trent (14% versus 7%, all mentions). 2. Total Awareness of Facilities (Aided and Unaided) • Those who did not mention Trent without prompting were then asked if they have heard of Trent University Athletics and Aquatics, and three-quarters (76%) said yes. In total, taking into account both aided and unaided responses, 77% of Peterborough and area residents are aware of Trent’s facility. • Total awareness of Trent tends to be lower than awareness of other major facilities. For instance, almost all residents are aware of the YMCA (99%), and close to or more than 9-in-10 are aware of City of Peterborough Sport and Wellness Centre (92%), Good Life Fitness (89%), and Gold’s Gym (85%). • Overall, residents are more likely to have heard of Trent’s facility than they are to have heard of Nu Bodies (71%) or Curves Fitness (65%). However, north end residents are as likely to be aware of Nu Bodies as they are to be aware of Trent (82% and 79%, respectively). Comparatively, those in the south end are less likely to have heard of Nu Bodies (66%). Very few people are aware of The Fitness Station (6%).

Findings and Recommendations 3. Awareness that Trent’s Facilities are Open to the Public • Although 77% of residents have heard of Trent Athletics and Aquatics, fewer are aware that the athletic facility and pool are open to members of the public if they pay a fee. • Overall, just over half (55%) have heard of Trent and know that the pool is open to members of the public for lessons or recreational swimming times. Awareness is higher in the north end (62%) than in the south end (52%). • Fewer than half (44%) know that the athletic facility is open to members of the public if they pay a fee. Again, awareness is higher in the north end (51%) than in the south end (41%). • These findings indicate a need to build awareness and educate the public about Trent as an option among fitness and aquatic facilities in Peterborough. B. Current Fitness Facility Membership 1. Membership in an Athletic or Fitness Facility • Two-in-ten residents (20%) say they currently belong to an athletic or fitness facility (this translates to approximately 16,000 people in the City of Peterborough and the surrounding area north of the city). • Likelihood of belonging to a facility varies by certain demographic characteristics, including age, gender and presence of children. For instance, while 28% of 18-39 year olds hold a membership, this compares to 22% of 40-59 year olds and just 15% of those 60 years or older. Women are more likely than men to hold a membership (24% versus 16%), as are people with children under 18 (26% versus 18% of those without children under 18). • Almost three-in-ten (28%) residents with a membership belong to the YMCA, while 18% belong to the City of Peterborough Sport and Wellness Centre and 16% belong to Good Life. Just under one-in-ten belongs to Nu Bodies (9%) or Gold’s Gym (8%). Few of those surveyed indicate they belong to Trent (2%). • Membership in the YMCA is highest among north end residents (44%, compared to 27% of south end and 14% of county residents). South end residents are equally likely to belong to either the YMCA (27%) or the City of Peterborough Sport and Wellness Centre (27%).

Findings and Recommendations • County residents are most likely to belong to either Good Life (19%) or Simply Fit (17%). • The YMCA in particular appears to attract families, such that residents with children under 18 are more likely than those without children to be members (37% versus 24%). • Women are twice as likely as men to belong to Good Life (21% versus 10%), while men are more likely than women to belong to the YMCA (34% versus 24%). 2. Reasons for Remaining a Member or for Intending to Join a Facility • Most of those who belong to a facility say they either “definitely” (68%) or “probably” (22%) will remain a member for the next year. Convenience and/or location is the most frequently mentioned reason (25%), followed by good fit (i.e., they like the facility and/or the programs, 11%), swimming/aquatic fitness (10%), and a desire to improve or maintain fitness (10%). • Among those who do not currently belong to a facility, 15% indicate that they “definitely” (3%) or “probably” (12%) will join one within the next 2 years. Likelihood of joining a facility is higher among city residents than among county residents (18% versus 9%). • Most residents who intend to join a facility say that they want to improve their health, get back in shape or maintain fitness (54%). Those who say they will not join a facility are most likely to mention time constraints or family priorities as the reason (17%), followed by medical reasons (12%), age (12%), other approaches to fitness such as outdoor exercise/sports (11%) or home equipment (10%), or lack of interest (9%).

Findings and Recommendations C. Level of Interest in Trent’s Renewed Facility 1. Approach to Measuring Interest • A key objective of the research is to determine the likelihood that Trent’s renewed facility will attract at least 2,000 new members from the community. To this end, residents were asked three separate questions about how likely they are to become a member of Trent’s renovated athletic complex when or before it opens in 2010: one question included no price point, one included a price point of $40 per month, and one included a price point of $50 per month. • Polling data cannot be used to produce a definitive estimate of how many community members the facility will attract. Not only is there a margin of error associated with the estimate, it is impossible to control for all of the various factors that will affect actual likelihood of joining (versus the stated levels of interest that are measured by the survey). These factors include (but are not limited to): awareness of the facility and its features, marketing activities, perceived and actual quality of the renovated facility, market conditions (e.g. state of the economy), and competitive response. Further, the survey measured levels of interest under “ideal conditions”, insofar as residents were educated about the facility and its features just prior to being asked how likely it is that they will become a member. • Notwithstanding these caveats, polling data are routinely used to produce reliable market estimates of product and/or service adoption, within a range based on the margin of error. A correction factor is applied to the data to help account for differences between stated consumer intentions and actual consumer behaviours. The membership projections provided here include 80% of respondents who say they “definitely will” join, 27% of those who will “probably join”, 9% of those who “might or might not” join and 2% of those who “probably will not” join. These projections are likely larger than can be realistically achieved because these projections assume 100% awareness of Trent’s facility and its features among Peterborough and area residents; actual levels of awareness will be lower. • Membership projections are provided based on the adult population (18+) for the area surveyed (80,141 in 2006), and, based on the number of private households (40,140 in 2006).

Findings and Recommendations 2. Membership Projections Based on Stated Levels of Interest • The table below provides membership projections for Trent’s renewed facility based on stated levels of interest in joining by 2010. As noted, the estimated membership is likely higher than can be realistically achieved because it assumes exceptional awareness of Trent’s facility and features among the entire population. Comparatively, the survey findings indicate that fewer than half of residents currently know that Trent’s athletic facility is open to members of the public. While awareness of Trent’s facility will definitely increase with marketing initiatives, it will not reach the levels assumed by the survey. • The findings indicate it is likely that Trent’s renewed facility will attract at least 2,000 new members from the community. Moreover, this target can likely be achieved at the high price point tested ($50 per month). The findings suggest that $40 per month would be considered a low price. At $50 per month, approximately 6% of residents surveyed would be likely to join. • The map on the following slide shows levels of interest in joining by neighbourhood or region. Not surprisingly, interest is generally strongest in the areas closer to Trent, and weakest in the southwest part of the city.

Level of Interest in Joining Trent’s Renewed Facility, by Area Percent Likely to Join (Corrected) Percent Likely to Join (Corrected) 5.3% 6.4% 9.9% GoodLife 7% 5.1% Trent 8.4% Gold’s Gym 4.3% 8.2% 11.9% 7.5% 4.6% 7.3% YMCA 8.5% Sport & Wellness Centre 4%

Findings and Recommendations 3. Reasons for Intending or Not Intending to Become a Member of Trent’s Renewed Facility • Residents who indicate that they will definitely or probably become a member of Trent’s athletic complex are mostly likely to cite convenience/close location (32%) or an interest in a trial pass (29%) as reasons. Those in the north end of the city or in the county are most likely to mention location (43% and 60%, respectively). Two-in-ten(19%) mention the pool, while more than one-in-ten mention that it is a new, complete facility (15%), program offerings (12%), and price/cost (11%) as reasons for intending to join. • Among those who say they “might or might not” become a member, price/cost is mentioned by one-quarter (24%), followed by an interest in a trial pass (21%). More than one-in-ten mention that the location is inconvenient/too far (16%), program offerings (14%), uncertain future plans (11%) or convenience/close location (11%). • Residents who say they probably or definitely will not become a member are most likely to mention that it is inconvenient/too far (37% overall, 49% South end). Other reasons include lack of interest (18%), age (17%) and membership in another club (12%). Among those 60 or older, 32% mention age as a reason for lack of interest in joining. • These findings indicate that location (and hence convenience) places a major role in determining interest. As such, Trent is particularly well-situated to draw members from the north end of city. Many of those who live in the north end and belong to a gym currently go to the YMCA (44%), which is located in the south end. D. Attracting Members: Desired Facility Features and Atmosphere 1. Importance of Facility Features • Residents were asked to rate the importance of 22 different features or characteristics when selecting a fitness facility. While 12 features are rated as at least somewhat important by more than one-half of those surveyed, 5 features in particular stand out as “very” important: friendly staff (61%, very important), open 7 days a week, year round (51%), close proximity to home or workplace (44%), individual shower stalls (44%), and short or no wait times for fitness equipment (38%). Further, three-quarters or more rate each of these 5 features as at least somewhat important. • Other features rated as somewhat or very important by two-thirds or more include: new fitness equipment (71%), readily available help for learning about new equipment and fitness options (71%), a warm therapy pool (66%), and a wide variety of fitness classes (65%).

Findings and Recommendations • Older residents (60+) are most likely to rate a warm therapy pool as important (73% versus 60% of 18-39 year olds). • Features that tend to be considered least important in selecting a facility include: climbing wall (15% rate this as important), squash court (16%), scenic setting (31%), semi-private and private swimming lessons (31%), on-site Sports Medicine Centre (34%), and online registration (36%). Although features such as availability of child care and programming aimed specifically at children do not tend to be rated as important overall, these features are important to parents with children under 18 (60% rate programming aimed specifically at children as important, and 48% rate availability of child care as important). • The findings suggest that people considering membership in a fitness facility are most concerned with the basic features that will make their visits convenient and comfortable, such as: location and hours, atmosphere, quality of equipment and access to equipment. Other characteristics, while attractive and important to some people, are more likely to be secondary in the decision-making process for most people. 2. Importance of Different Aspects of Facility Atmosphere and Culture • Residents also rated the importance of 12 different aspects of facility atmosphere and culture. Most important is that it is “friendly”; fully 92% rate this as important and 58% rate it as “very” important. Close to 8-in-10 are more also rate the following aspects of facility culture as important: helpful (89%), fun (85%), sport and fitness for all ages and abilities (82%), family-friendly (79%), accessible for people with disabilities (78%), environmentally sustainable (78%), and casual (79%). • The aspects least likely to be rated as important are high performance training opportunities (48%) and nationally-recognized (45%). Fewer than 1-in-6 rate either of these as “very” important. • Eight-in-ten (79%) of those 60 or older rate “a seniors’ destination” as important, and nine-in-ten (89%) of those with children under 18 rate “family-friendly” as important.

Findings and Recommendations 3. Extent to which Various Changes at Trent Will Encourage Membership • In addition to rating the importance of different features when considering membership in a fitness facility in general, residents also indicated the extent to which specific changes at Trent would be a factor in considering membership in the newly renovated facility when it opens in 2010. Most of the features that people consider important in general are the same ones that would encourage them to become a member of Trent’s facility. Of 16 possible factors, 7 are rated as “major” factors by more than 4-in-10 residents, and as at least somewhat of a factor by 7-in-10 or more. • Residents are most likely to rate an all-inclusive membership providing access to the pool and gym facilities, and hours of operation from 5:30am to 11:00pm daily as major factors (56% and 58%, respectively), followed by renovated, accessible change rooms (48%) and new, large fitness facility with new equipment (48%). More than 8-in-10 rate all of these as at least somewhat of a factor in considering Trent. • The addition of a warm therapy pool (42%), a renovated pool (44%), and member discounts on all programs (43%) also tend to be rated as major factors; 7-in-10 or more rate these as at least somewhat of a factor. About one-third rate on-site physiotherapy and massage health services and unlimited access to all of the outdoor amenities and trails on the Trent campus as major factors (both 34%), and 7-in-10 rate these as at least somewhat of a factor. • Eight-in-ten (81%) of those 60 or older rate the addition of a warm therapy pool as at least somewhat of a factor if they were to consider becoming a member of Trent’s newly renovated facility. • The features least likely to be considered a factor are: climbing wall (22%), access to Trent’s canoe centre (33%), indoor rowing and paddling facility (35%), access to Trent’s stadium and track (42%), and semi-private or private swimming lessons (44%).

Findings and Recommendations E. Potential Barriers to Joining Trent’s Renewed Facility • Potential barriers to becoming a member of Trent’s renovated facility include cost, location, crowds and parking. For instance, 45% of residents indicate that expensive parking would be a “major” barrier, and a further 18% say this could be somewhat of a barrier. Cost in general (i.e., “it’s too expensive”) is also a potential issue; about one-third (34%) indicate this could be a major barrier, while another 24% indicate it could be somewhat of a barrier. Crowds (i.e., “it’s too crowded”) are a potential barrier for more than one-half (35%, major barrier, 22%, somewhat of a barrier), as is distance (33%, major barrier, 20%, somewhat of a barrier) and difficulties finding parking (33%, major barrier, 20%, somewhat of a barrier). • Residents are undeterred by the university environment; only 12% say this would be a barrier to joining Trent’s new facility. • Just as location is a major factor in encouraging membership, it can play a major role in discouraging it; fully 68% of residents located in the south end of the city indicate that Trent’s location (“it’s too far from home) would be a major or somewhat of a barrier to joining. • These findings also indicate that parking may be a significant issue for Trent, particularly if members are required to pay for it. F. Ratings of Trent and other Options • Residents were asked to rate Trent Athletics and Aquatics as well as the YMCA, City of Peterborough Sport and Wellness Centre and Gold’s Gym in terms of overall quality and the features available to members. Consistent with levels of awareness, residents are most likely to provide an opinion of the YMCA and the City of Peterborough Sport and Wellness Centre. While one-quarter have no opinion of these facilities, this compares to four-in-ten (40%) who have no opinion of Trent’s facility and more than six-in-ten (62%) who have no opinion of Gold’s Gym. • Among those with an opinion, close to nine-in-ten rate both the YMCA and the City of Peterborough Sport and Wellness Centre as “excellent” or “good” (88% and 89%, respectively), while 77% rate Trent Athletics and Aquatics as excellent or good and 67% say the same of God’s Gym. • Younger people (18-39) are less likely than those either 40-59 year or those 60 or older to rate Trent as excellent or good (62% versus 79% and 83%, respectively). There are no age differences in ratings of the other facilities.

Findings and Recommendations G. Conclusions and Recommendations 1. Trent’s renewed facility is likely to attract at least 2,000 new members from the community if awareness of the facility and its features increases. • Levels of stated interest in Trent’s renewed facility suggest that it is possible achieve the goal of attracting at least 2,000 new members from the community. Using a correction factor, the research indicates that approximately 6% of adult residents are interested in joining at $50 per month. Taking into account the margin of error for the findings, this translates into at least 2,180 adult residents of Peterborough and the surrounding area north of the city. However, this estimate also assumes full awareness of Trent’s facility and its features; at present, just over half of residents have heard of Trent and know that the pool is open to members of the public, while fewer than half know that the athletic facility is open to members of the public. • The findings suggest that $40 per month is a lower than necessary price point for Trent to achieve its membership targets. 2. Awareness of Trent is relatively low compared to its main competitors. • When asked to name sports, athletic or fitness facilities in the City of Peterborough, most residents think of the YMCA (66%) and/or the City of Peterborough Sport and Wellness Centre (48%). Comparatively, 1-in-10 think of Trent, which is also lower than mentions of Good Life (17%) and Gold’s Gym (15%). Taking into account awareness of Trent when prompted, 77% have heard of Trent’s facility (compared to 99% who have heard of the YMCA, for instance). • As noted, in order be successful at attracting new members from the community, overall awareness of the facility as well as its availability to the public needs to improve. 3. Location and other aspects of convenience are most important for residents considering which facility to join. • Residents’ responses to several different questions indicate that location is a major factor when choosing a fitness facility. Not only is interest in Trent’s renewed facility greatest in the areas closest to the university, but location and/or convenience is most often cited as a reason for intending to remain a member of a fitness club or to consider joining Trent’s facility. Conversely, “inconvenience” is the main reason why residents would not consider Trent.

Findings and Recommendations • Those considering which facility to join also tend to be most concerned with basic features, such as quality and availability of fitness equipment, all-inclusive membership and hours of operation. Thus, while special features such as Trent’s climbing wall, canoe centre and indoor rowing and paddling facility will help to create a unique experience for members, these aspects are not likely to drive the decision to join Trent’s facility. 4. Potential members are seeking a friendly, comfortable and inclusive atmosphere. • Residents are much more likely to value aspects of facility culture such as “friendly”, “casual”, and “sport and fitness for all ages and abilities” than they are to rate as important aspects such as “high performance training opportunities” and “nationally recognized”. • Further, those 60 or older rate “a seniors’ destination” as important, and those with children under 18 want a facility that is “family friendly”. • These findings indicate that Trent is likely to have greater success in attracting members if it builds awareness of its facility culture as friendly and inclusive rather than as focused on achievement. 5. Trent’s main competition for members is likely the YMCA. • Almost half of those who live in the north end of Peterborough and belong to a fitness facility are currently members of the YMCA. Interest in joining Trent is highest among residents in the north end, and Trent will be closer to home (and hence, more convenient) than the YMCA currently is. • The YMCA appears to attract members with children; among fitness facility members, those with children under 18 are more likely than those without children to be a member of the YMCA. This suggests it will be important for Trent to build awareness of the ways in which the university’s facility is family-friendly. 6. Trent’s warm therapy pool will be important for attracting older members. • Just 15% of residents 60 or older currently belong to a fitness facility (compared to 28% of those younger than 40). Further, older residents who say that they will not join Trent’s renewed facility most commonly cite “age” as a reason. • Given that older adults are an important segment for Trent, it will necessary to overcome the perception among many that fitness facility membership is not of interest given their age.

Findings and Recommendations • The addition of Trent’s warm therapy pool should be helpful for attracting older members, as those 60 or older are more likely than younger people to indicate that this would be a factor in encouraging membership. 7. Parking issues (cost and convenience) are a potential barrier to joining Trent’s renewed facility. • Levels of interest in joining Trent’s facility at a cost of $50 per month likely assume that there would be no additional costs such as parking. • It will be important for Trent to consider how to make parking inexpensive and convenient for members, particularly if parking is not an issue for Trent’s competitors.

Awareness of Trent Athletics and Aquatics

Unaided Awareness of Facilities in the City of Peterborough – First Mention Q.1 When you think about sports, athletic or fitness facilities in the City of Peterborough that residents can use if they become a member and pay a fee, which one first comes to mind? Base: All respondents

Unaided Awareness of Facilities in the City of Peterborough – All Mentions Q.1 When you think about sports, athletic or fitness facilities in the City of Peterborough that residents can use if they become a member and pay a fee, which one first comes to mind? Do any others come to mind? Base: All respondents

Aided Awareness of Facilities in the City of Peterborough Q.2 Have you ever heard of… Base: Among those who did not mention facility on an unaided basis

Total Awareness of Facilities in the City of Peterborough –Aided and Unaided Q.1 When you think about sports, athletic or fitness facilities in the City of Peterborough that residents can use if they become a member and pay a fee, which one first comes to mind? Do any others come to mind? Q.2 Have you ever heard of… Base: All respondents

Awareness that Trent’s Athletic Facility is Open to the Public Q.3 As far as you know, is Trent University’s athletic facility open to members of the public if they pay a fee? Base: Among those aware of Trent University Athletics and Aquatics

Awareness that Trent’s Pool is Open to the Public Q.4 And as far as you know, is Trent University’s pool open to members of the public for lessons or recreational swimming times if they pay a fee? Base: Among those aware of Trent University Athletics and Aquatics

Awareness of Trent’s Facilities and Availability to the Public Q.1 When you think about sports, athletic or fitness facilities in the City of Peterborough that residents can use if they become a member and pay a fee, which one first comes to mind? Do any others come to mind? Q.2 Have you ever heard of… Q.3 As far as you know, is Trent University’s athletic facility open to members of the public if they pay a fee? Q.4 And as far as you know, is Trent University’s pool open to members of the public for lessons or recreational swimming times if they pay a fee? Base: All respondents

Current Fitness Facility Membership

Membership in an Athletic or Fitness Facility Q.5 Are you currently a member of an athletic or fitness facility, such as a gym, fitness centre and/or a pool? Base: Total respondents Q.6 Which facility are you a member of? Base: Among those who belong to an athletic or fitness facility C Caution, small base size

Membership in an Athletic or Fitness Facility Q.5 Are you currently a member of an athletic or fitness facility, such as a gym, fitness centre and/or a pool? Q.6 Which facility are you a member of? C Caution, small base size

Likelihood of Remaining a Member for the Next Year Q.7 How likely are you to remain a member of (ANSWER TO Q6) for the next year? Will you definitely remain a member, probably remain a member, might or might not, probably not remain a member, or definitely not remain a member of (ANSWER TO Q6) for the next year? Base: Among those who belong to an athletic or fitness facility C Caution, small base size

Main Reason for Remaining a Member of Athletic or Fitness Facility Q.8 What is the main reason that you (ANSWER TO Q7) remain a member of (ANSWER TO Q6) for the next year? Base: Among those will remain a member of an athletic or fitness facility

Likelihood of Joining an Athletic or Fitness Facility within the Next Two Years Q.9 How likely are you to join an athletic or fitness facility, such as a gym, fitness centre and/or a pool, within the next 2 years? Will you definitely join, probably join, might or might not join, probably not join or definitely not join an athletic or fitness facility within the next 2 years? Base: Among those who are NOT a member of an athletic or fitness facility

Main Reason for Intending to Join an Athletic or Fitness Facility Q.10 What is the main reason that you (definitely/probably) will join an athletic or fitness facility within the next 2 years? Base: Among those who are NOT a member of an athletic or fitness facility

Main Reason Might or Might Not Join an Athletic or Fitness Facility Q.10 What is the main reason that you (might or might not) join an athletic or fitness facility within the next 2 years? Base: Among those who are NOT a member of an athletic or fitness facility

Main Reason will not Join an Athletic or Fitness Facility Q.10 What is the main reason that you (ANSWER TO Q9) join an athletic or fitness facility within the next 2 years? Base: Those respondents who are NOT a member of an athletic or fitness facility and probably/definitely will NOT join an athletic or fitness facility

Level of Interest in Trent’s Renewed Facility

Membership Projections Based on Stated Levels of Interest Q.15 How likely is it that you will become a member of Trent University’s newly renovated athletic complex, which is open to the public, by 2010 or sooner? Will you definitely become a member, probably become a member, might or might not become a member, probably not become a member or definitely not become a member? Q.17 How likely is it that you will become a member of Trent University’s newly renovated athletic complex if the cost per month is $50? Will you definitely become a member, probably become a member, might or might not become a member, probably not become a member or definitely not become a member? Q.18 How likely is it that you will become a member of Trent University’s newly renovated athletic complex if the cost per month is $40? Will you definitely become a member, probably become a member, might or might not become a member, probably not become a member or definitely not become a member? Base: All respondents

Likelihood of Becoming a Member of Trent’s Newly Renovated Athletic Complex Q.15 How likely is it that you will become a member of Trent University’s newly renovated athletic complex, which is open to the public, by 2010 or sooner? Will you definitely become a member, probably become a member, might or might not become a member, probably not become a member or definitely not become a member? Base: All respondents

Likelihood of Joining at Different Price Points As you may know, most people who belong to a fitness centre or gym pay their membership fees on a monthly basis. Q.17 How likely is it that you will become a member of Trent University’s newly renovated athletic complex if the cost per month is $50? Will you definitely become a member, probably become a member, might or might not become a member, probably not become a member or definitely not become a member? Q.18 How likely is it that you will become a member of Trent University’s newly renovated athletic complex if the cost per month is $40? Will you definitely become a member, probably become a member, might or might not become a member, probably not become a member or definitely not become a member? Base: Total respondents (n=750)

Likelihood of Joining at Different Price Points As you may know, most people who belong to a fitness centre or gym pay their membership fees on a monthly basis. Q.17 How likely is it that you will become a member of Trent University’s newly renovated athletic complex if the cost per month is $50? Will you definitely become a member, probably become a member, might or might not become a member, probably not become a member or definitely not become a member? Q.18 How likely is it that you will become a member of Trent University’s newly renovated athletic complex if the cost per month is $40? Will you definitely become a member, probably become a member, might or might not become a member, probably not become a member or definitely not become a member? Base: Total respondents

Reasons for Intending to Become a Member of Trent’s Athletic Complex Q.16 Why do you say that you (definitely/probably) will become a member of Trent University’s athletic complex? Base: Among those who say they will definitely or probably become a member of Trent University’s athletic complex C Caution, small base size

Reasons Might or Might Not Become a Member of Trent’s Athletic Complex Q.16 Why do you say that you (might or might not) become a member of Trent University’s athletic complex? Base: Among those who say they will definitely or probably become a member of Trent University’s athletic complex

Reasons Will Not Become a Member of Trent’s Athletic Complex Q.16 Why do you say that you (probably/definitely) will not become a member of Trent University’s athletic complex? Base: Among those who say they probably or definitely will not become a member of Trent University’s athletic complex

Attracting Members: Desired Facility Features and Atmosphere

Importance of Different Features When Selecting a Fitness Facility (1 of 2) Q.11 Now I’m going to read you a list of different features or characteristics of athletic or fitness facilities. Please tell me how important or unimportant each one would be if you were selecting a facility at which to become a member. You can do this by using a scale of 1 to 7, where “1” means the feature would not be important to you at all and “7” means it would be very important to you in the selection of an athletic or fitness facility. The first one is… Base: All respondents

Importance of Different Features When Selecting a Fitness Facility (2 of 2) Q.11 Now I’m going to read you a list of different features or characteristics of athletic or fitness facilities. Please tell me how important or unimportant each one would be if you were selecting a facility at which to become a member. You can do this by using a scale of 1 to 7, where “1” means the feature would not be important to you at all and “7” means it would be very important to you in the selection of an athletic or fitness facility. The first one is… Base: Total respondents

Importance of Different Features When Selecting a Fitness Facility Q.11 Now I’m going to read you a list of different features or characteristics of athletic or fitness facilities. Please tell me how important or unimportant each one would be if you were selecting a facility at which to become a member. Base: Total respondents

Importance of Different Aspects of Facility Atmosphere and Culture Q.12 How important or unimportant is it that the following words or phrases describe the kind of fitness facility that you would most like to belong to? You can tell me using a scale from 1 to 7, where “1” means it is not important at all, and “7” means it is very important. The first is… Base: All respondents

A Report to Trent University Athletics and Aquatics