BENEFITS
BY KAY KASTEL FOREST, CAE
In the last issue, we took an overarching
look at the "benefits movement" in parks
and recreation and briefly explained three
steps in the process: Benefits-based Awareness, Benefit-based Programming and Benefits-based Management. Starting from the top, let's take a closer look at the management aspect of the benefits mind-set.
Benefits-based Management
We know that in order to be successful in
the 21st century, park and recreation agencies must change some ways of operating.
The individual characteristics of the agency,
the community and its residents dictate how
and to what extent that change should take
place.
The benefits movement helps agencies
change by shifting their approach from managing activities and facilities to providing experiences that create benefits for individuals,
the community, the economy and the environment. According to Ellen O'Sullivan Ph.D., author of Setting a Course for Change,
the benefits movement holds the potential
to completely transform parks and recreation
from "fun and games" to making a positive
difference in both society and the lives of
individuals.
Benefits-based Management, or BBM,
involves the integration of a benefits-based
approach to all operations of an agency. This
includes not only marketing and programming but also the administrative function
and philosophy of an agency. Everything
from the mission statement, agency goals and
work plan to budget procedures, personnel
training, planning and public relations can
integrate the Benefits-based management approach.
An agency can choose to be involved in
only benefit awareness (spreading the message) or benefit programming (designing
programs to achieve measurable results). But
if the agency truly embraces the entire benefits movement to change parks and recreation, then it must adopt Benefits-based Management.
Just a few examples of administrative
changes that could incorporate the benefits
movement are mission and vision statement;
strategic plan, job descriptions, performance
expectations stated as benefits outcomes,
partnering with outside entities on benefit
outcomes, and referendums that include
benefits statements.
While all administrative functions are important, BBM lends itself to a hierarchical
structure. The foundation of this structure
is personnel, planning, and partnering. The
next level is resource management, policy
and procedures, and finally at the top of the
triangle is communications. Through this hierarchy of management, the benefits movement can be incorporated into the entire agency.
The benefits movement represents a
change in philosophy as to now we do business. It returns us to the roots of the profession. Benefits-based Management is one part of the picture, and a big one.
Management, are you ready?
More Benefits Success Stories
• "Benefits of restoration" were realized at
the Grayslake Community Park District
when the district's master plan for Central
Park revealed many endangered oak trees
due to dense undergrowth of nonnative trees
and shrubs. Volunteers performed a tree survey, a tree removal company donated its services and citizens came for a clean-up day.
Now the 100-year-old oaks, once in danger
of dying out, have the right conditions to
regenerate and benefit the community for
many years to come. -Jane Josephs, Commissioner, Grayslake Community Park District
• A referendum victory for the Grayslake
Community Park District (and its residents)
last April is attributed, in part, to the use of
benefit statements in printed material produced for the campaign. The referendum
July/August 1999 / 41
BENEFITS SERIES
approved a tax for special recreation programs so that recreation can benefit every
member of the community. - Grayslake
Community Park District
• The sovereign invigorator of the body is
exercise, and of all the exercises walking is
best." -
• Chicago Park District and Chicago State
University teamed up four years ago to offer gymnastics programming and a teaching component, using the university's facility and the park district's resources for instructors and equipment. The gymnastics
program is now the second largest in Chicago and serves 800 registrants. Plus, Chicago State is the only four-year university in the metropolitan area that requires a gymnastics teaching component for its Physical
Education majors. They call this unique
benefit for residents, students and faculty,
a result of "a park within a university and a
university within a park."
• Thousands of residents in the greater St.
Charles area have access to Campton Hills
Park and its myriad recreational opportunities (e.g., 14 soccer fields, 2 football fields,
220-acre natural area, restored wetlands,
300-plot community garden) thanks to a
partnership between the St. Charles Park
District and more than a dozen public, private and nonprofit organizations. -
• Green spaces contributed by local outdoor recreation lands balance other land uses
in a communities and help shape and buffer
growth. Many local recreation providers
therefore now play a critical role in resource
protection—development pressures and
patterns of land consumption place greater
focus on protecting the lands and natural
features on which recreation depends.
• The trend toward close-to-home recreation places more and more emphasis on
local parks and trails. Close-to-home parks
serve people where they live and work. They
mean many things to people: quiet natural
places of beauty and solitude, or community meeting places where family and friends
enjoy sports and other programs. - "Statewide Outdoor Recreation Partnership Plan,"
Illinois Department of Natural Resources
(1999)
• The Peoria Park District calculates the
value of its volunteer labor force at
$1,416,129 by using research from the Independent Sector, which sets a dollar
amount of $l4.30/hour for the volunteer
"wage." (Based on the district's 1998 figures) - Peoria Park District Quips, March
1999
• What if the Hokey Poke IS what it's all about?
KAY KASTEL FOREST, CAE Grayslake, St.Charles and Chicago Sent in their "Benefits Success Stories" - SO CAN YOU!}
42 / Illinois Parks and Recreation
PROMOTING THE BENEFITS OF PARK DISTRICTS, FOREST PRESERVES,
RECREATION AND NATURAL RESOURCE AGENCIES
Benefits-based Management
This, the second in a series of articles on the benefits of parks and recreation, looks
at Benefits-based Management. Plus, several agencies share their success stories!
Thomas Jefferson
- Dr. Lisa C. Pesavento Raymond, CLP, Professor and Chair, Chicago State University
Erika Smith, Supervisor of Marketing dr Corporate Support, St. Charles Park District
- "Statewide Outdoor Recreation Partnership
Plan," Illinois Department of Natural Resources (1999)
is the executive director of the Illinois Park and Recreation Association and a Benefits Trainer.
Think in terms of a "benefits mind-set" and discover way that your park district or forest preserve benefits your community, its residerts, the local economy and the environment. Then, share the story behind the benefits with readers of Illinois Parks & Recreation magazine. We'll publish your success story in the next installment of theis special series of "The Benefits of Parks & Recreation." Send success stories to:
Editor, Illinis Parks & Recreation
217/523-4273 (fax) or iapd@eosinc.com