July 15, 2010 Board of Director Meeting Minutes

Board of Directors Wide

JULY 15, 2010

President Jim Whitfield called the July 15, 2010 meeting of the Board of Directors of Apex Park and Recreation District to order at 6:30 p.m. at the Apex Center, 13150 W. 72nd Avenue, Arvada, Colorado. Apex board members in attendance were: Jim Whitfield, Lee Humrich, Jeff Glenn, Ken Harrell and Bob Loveridge. Apex participating staff members were Mike Miles, Executive Director, and Luann Levine, Recording Secretary.


MOTION: Director Glenn moved for the approval of the Agenda as posted. Director Humrich seconded. Motion passed unanimously.

MOTION: Director Loveridge moved for approval of the Minutes of June 17, 2010, as presented. Director Glenn seconded. Motion passed unanimously.

PUBLIC INPUT – There was no public input


1. Branding Project Update
Mike Miles, Executive Director, stated that he and President Whitfield attended a branding conference at the NRPA convention last year in Salt Lake and brought back some ideas for this project. The purpose of the Brand concept is to increase the likelihood that when someone thinks of recreation they will think of Apex. Faith Gregor, Apex Marketing Director, stated that the goal is to brand the Apex name to everything that we do best and everything the customer thinks that we do best. The customer will connect us with all the good things and then choose us over our competition. When people see Apex they will think fun. Ms. Gregor added that we will build on our strong points and continue to educate people to associate us with great recreation. Staff involvement is key because that’s our greatest asset so staff needs to know what the customer wants. To achieve that we will do customer surveys in the Arvada Report and on our website. This survey will ask, for example, “What does Apex do well'”, “What could Apex improve on'”, “What program areas don’t meet your needs'”. This survey is completely anonymous and we will try to get as much feedback as we can from the customers. The staff survey is very similar and asks what the employee thinks the customer wants to see and what differences there are between our facilities. The surveys will be completed in October and we will come back to the board with results and recommendations. We are already doing some things to build our branding such as being consistent with logos and signage in all the facilities, placing articles in the Arvada Report 3 times a year, email blasts to our customers and advertising on the Apex TV. We are target marketing at special events to reach the non-users. Other things that will be done is adding door decals to all facilities to get the logo in front of everyone and continuing with the Get Active, Stay Active theme. The Apex website will undergo changes soon where each division will have their own website that focuses on that division’s programs but will still look like the Apex website. Uniforms are also being looked at for consistency and an internal catalog of products and attire is being created to save money and time. Customer service is the main thing that we can be very effective with and is the least costly. The fish program is simple but effective to help people have fun. We want to keep the customers we have and reach the ones we don’t. We want a strong visual identity but keep it simple. Ms. Gregor ended her report with a favorite saying, “Keep it simple, give it some clarity, and don’t confuse anyone”. Board discussion ensued.

2. Partner Passes
Terry Goldwater, Apex Center Manager, stated that per the request of the board staff is proposing implementing an Annual “Partner Pass” for adult and senior couples or spouses that will be $76 to $86 a year cheaper than individual passes. These rates are cheaper than similar passes at the YMCA and Mountainside. We will begin selling these passes August 1, 2010 and it will be required that the two individuals come in together and prove that they share an address to qualify for the pass. Ms. Goldwater also thanked Justin Maillet and Lisa Nesladek for their work on pulling this information together. Board discussion ensued.

3. Apex Center Summer Hours Extended through October
Mr. Miles stated that property reassessments will be done in 2011 and will drive down revenues. One of the efforts to save dollars is to extend summer hours through daylight savings time. Ms. Goldwater stated that staff is proposing to extend summer hours at the Apex Center, weekdays only, for an additional 2 months. We will see some savings in utilities and staff costs for an estimated cost reduction of about $3,000 a year. This will have a service impact on some of our pass holders, but a very small percentage. It will have even less impact on drop-in revenue, as we make very little revenue after 9:00 pm. Board discussion ensued concerning opening earlier on Saturday and Sundays.

MOTION: Director Glenn moved to extend Apex Center summer hours, weekdays only, through October. Director Loveridge seconded. Motion passed unanimously.

4. Report on Adult Hockey League
Ms. Goldwater stated that starting an Adult Hockey League has been considered in the past but there hasn’t been much available ice time. Recently, the Rocky Mountain Hockey League has pulled out of the Apex Center and Arvada Hockey Association numbers are down slightly so we now have some ice time available. We also have just hired a Hockey Coordinator, Lance Jeager who is an avid adult hockey player. He has been in that role for about a month and has surveyed other hockey leagues, their hours, rules, player likes and dislikes, etc. so we can do it different and better. Our times will be a bit better with no games starting after 10:30pm. We already have 50 people on the interested list. We plan to start in September, have leagues 3 nights a week with room for 26 teams and offer 3 different seasons, fall, winter and summer when there is more ice time available. We are charging less but asking that the players come in with their own insurance. We will still have drop-in hockey, “Learn to play hockey”, clinics, camps and tournaments for adults. Board discussion ensued.

5. Consideration of Resolution APRD2010-09 – Amending 401 Qualified Retirement Plan
Mr. Miles stated that this resolution is just a housekeeping measure for the District’s retirement plan. Individuals are able to request loans from their 401 accounts but ICMA has had some difficulty getting the loans paid back. To resolve this ICMA has requested that 401 account loans be repaid through payroll deductions only. Board discussion ensued.

MOTION: Director Harrell moved for approval of Resolution APRD2010-09 amending the 401 Qualified Retirement Plan loan repayments by payroll deduction only. Director Glenn seconded. Motion passed unanimously.

6. Report on Apex Solar Thermal Project
Mr. Miles reported that we are still on track with the solar thermal project. It has ended up taking a little longer than expected but we are on track. Governor Bill Ritter and Congressman Ed Perlmutter may attend the official “opening” ceremony for the completion of the project planned for the first week in August. The project has been a big success so far. Mr. Miles added that the LDS Church volunteers have been a huge help with this project and we couldn’t have done it without them.


The Excel June bill showed less power usage than a year ago but the bill was almost $9,000 higher than last year.

Starting in 2011 we will be switching over to 2 program brochure mailings instead of 3 brochures. A spring/summer issue will come out in March and fall/winter issue will come out in August. This reduction will save the District about $30,000.

A Request For Qualifications for a CM/General Contractor for the Indoor Turf Arena project was published in the Arvada Press and Golden Transcript. Responses must be submitted by July 29. There is no financial commitment on the part of the District as of yet.

The Annual Harvest Festival Parade will be on Saturday, September 11, 2010 and the theme this year is “Patriotism”. The Board decided they would ride the segways in the parade and the District would not enter a float.

The Apex Spectator fee went into effect a couple weeks ago. Last weekend we had people using it and abusing it. A person was removed from the pool because they had paid to be a spectator only. Abuse will probably get worse as more people become aware of the Spectator fee.


Director Harrell reported that Arvada was rated #58 in the July issue of Money Magazine’s article “Best Places to Live, Best Small Cities”.

Director Humrich attended the APAC meeting and reported that the City has set aside $9.7 million to improve and beautify Wadsworth Boulevard from I70 to 80th Avenue.

Board discussion ensued concerning the November ballot initiatives.

MOTION: Director Glenn moved that the meeting be adjourned. Director Harrell seconded. Motion passed unanimously.

President Whitfield adjourned the meeting at 7:42 p.m.

Respectfully submitted,
Luann Levine, Recording Secretary

Ken Harrell, Secretary/Treasurer