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THE c•ov oe Q\ EL CERRITO · AGENDA BILL Agenda Item No. 6(C) Date: May 15, 2012 To: El Cerrito City Council From: Christopher Jones, Acting Recreation Director Subject: Revision to Fiscal Year 2011-12 Master Fee Schedule for Selected Recreation Fees ACTION REQUESTED Conduct a public hearing and upon conclusion, adopt a resolution approving a revision to the 2011-2012 Master Fee Schedule for selected recreation fees in order to coincide with the summer season beginning June 1, 2012. BACKGROUND In preparing the proposed 2012-13 Master Fee Schedule, staff has identified certain fees listed below that could benefit patrons of the El Cerrito Swim Center and the City by enacting them in time to coincide with Summer 2012 beginning on June 1, 2012. ANALYSIS Staff has conducted a review of fees at surrounding swim centers (see Tables 1-4 below) and, in combination with customer feedback, has determined that changes in the fee structure could result in increased participation and revenues at the El Cerrito Swim Center during the busiest time of year. Additionally, changes are warranted to better compete with the recently reopened Albany Aquatic Center. To take advantage of these proposed changes, fees must be approved to go into effect on June 1, 2012. FINANCIAL CONSIDERATIONS The proposed fee changes and comparisons to nearby facilities are detailed in Table 1-4 below. T bl 1 D I F a e - rop- n ees Ages El Cerrito El Cerrito Richmond Albany Berkeley Hercules Walnut Current Proposed Creek Adult (18+) $5.50 $6.00 $5.00 $6.00 $6.00 $5.00 $5.00 $6.00 (NR) $6.00 (NR) Youth/Teen $4.00 $4.00 $3.00 $4.00 $3.00 $4.00 $4.25 (7-17) $5.00 (NR) $4.00 Child (1-6) $4.00 $3.00 $3.00 $3.00 $3.00 $5.00 (NR) $3.50 *age 2-17 Non- Swimmer $3.00 $3.00 N/A $3.00 N/A N/A N/A Fee ---PAGE BREAK--- Agenda Item No. 6(C) T bi 2 M thi P a e - on ty asses Ages El El Cerrito Richmond Albany Berkeley Hercules Walnut Cerrito Proposed Creek Current Adult (18+) $100 $80 None $84 $73 None $71 $125 (NR) $96 (NR) $97 (NR) Youth/Teen $40 $40 None $56 $37 None None (6-17) $45 (NR) $45 (NR) $56 (NR) Child (1-5) none $36 None $42 $37 None None $43 (NR) $42 (NR) T bi 3 M If I S . P a e - u 1p:e w1m asses Multiple El El Cerrito Richmond Albany Berkeley Hercules Walnut Swim Cerrito Proposed Creek Passes Current Youth/Teen tO-Swim tO-Swim None t5- tO-Swim tO-Swim None (6-17) $30 $30 Swim $22 $30 $35 (NR) $35 (NR) $56 $40 (NR) 25-Swim $75 $100 (NR) Child (1-5) none $21 None t5- tO-Swim tO-Swim None $27 (NR) Swim $22 $30 $42 $40 (NR) 25-Swim $75 $100 (NR) a e - amuy easona T bi 4 F "I S I P asses Family El El Richmond Albany Berkeley Hercules Walnut Seasonal Cerrito Cerrito Creek Pass (6/t- Current Proposed 8/31) 2 Adults & None $325 $300 $525 None None $275 Up to 3 $375 (NR) $600 children (NS) Additional None $15 None None None None $10 Children Additionally, staff is proposing new fees of $50.00 for residents and $60.00 for non-residents to rent the Splash Park Picnic Area during Recreational and Family Swims. This should increase revenues at the Swim Center and add additional, more affordable rental options for patrons as well as provide a more consistent revenue source despite the weather conditions. Finally, staff is requesting authority to participate in special marketing and promotional opportunities such as Groupon © or Living Social© in order to promote programs and fill open spaces during slower periods of the year. This could also be used to offer early registration Page2 ---PAGE BREAK--- Agenda Item No. 6(C) incentives to increase participation and provide early, reliable registration numbers to help staff better respond and adjust for qemand. LEGAL CONSIDERATIONS As required by California Government Code 660 18(a), the City is required to conduct a public hearing prior to adopting any new fees or fee increases, as follows: 66018(a) Prior to adopting an ordinance, resolution, or other legislative enactment adopting a new fee or approving an increase in an existing fee to which this section applies, a local agency shall hold a public hearing, at which oral or written presentations can be made, as part of a regularly scheduled meeting. Notice of the time and place of the meeting, including a general explanation of the matter to be considered, shall be published in accordance with Section 6062a. This public hearing satisfies the Government Code requirement and notification of the hearing was made in accordance with the code section. Reviewed by: Scott Hanin, City Manager Attachments: 1. Resolution 2. Exhibit A Proposed Fee Changes Page 3 ---PAGE BREAK--- RESOLUTION 2012-XX RESOLUTION OF THE CITY COUNCIL OF THE CITY OF EL CERRITO ADOPTING REVISIONS TO THE MASTER FEE SCHEDULE FOR SELECT RECREATION FEES FOR FISCAL YEAR 2011-12 AND AMENDING RESOLUTION NO. 2011-30 WHEREAS, El Cerrito Municipal Code Section 4.01.010 requires that prior to July 1 of each year, the City Council shall consider and adopt the schedule of all general and special fees and charges to be known as the Master Fee Schedule; and WHEREAS, Staff has indentified specific fee revisions (as shown in Exhibit A) that would benefit patrons and the City by enacting them as of June 1, 2012 to coincide with the Summer Season rather than waiting for the enactment of the Master Fee Schedule for Fiscal Year 2012-13 which would take effect on July 1, 20 12; and WHEREAS, the City Council desires to update currently established fees to cover inflation and City costs, which form the basis for the majority of the changes, as well as to establish new fees in keeping with City Council policy direction; and WHEREAS, utilizing a rounding factor provides ease to our customers and our staff in the payment of these fees; and WHEREAS, other market driven rates are adjusted in accordance with factors comparative with other entities providing similar services; and WHEREAS, a public hearing has been noticed and held in accordance with Government Code Sections 6062a, 66016, and 66018. NOW THEREFORE, BE IT RESOLVED that the City Council of the City ofEl Cerrito hereby adopts the Proposed Rounded revisions to the Master Fee Schedule for the City of El Cerrito (as shown in Exhibit which is hereby attached and by this reference made a part hereof, effective June 1, 2012. BE IT FURTHER RESOLVED that Resolution No. 2011-30 is hereby amended. I CERTIFY that at the regular meeting on May 15, 2012, the El Cerrito City Council passed this resolution by the following vote: AYES: COUNCILMEMBERS: NOES: COUNCILMEMBERS: ABSENT: COUNCILMEMBERS: ABSTAIN: COUNCILMEMBERS: IN WITNESS of this action, I sign this document and affix the corporate seal of the City ofEl Cerrito on May XX, 2012. ---PAGE BREAK--- Cheryl Morse, City Clerk APPROVED: William C. Jones, III, Mayor ---PAGE BREAK--- City of El Cerrito Proposed Master Fee Schedule Revision Fiscal Year 2011 ~12 Item/Description Recreation Fees 8. Adult Swim Fees Lap Swim/Recreation/Family Swim lJAiimited Pass ResideAt Pass - Resident lJAiimited Pass ResideAt Pass - Non-Resident 9 Youth and Child Recreation/Family Swim/Splash Park Drop-in Adult Drop-in Youth (6-17 years) Drop in Child (1-5 years) Drop iA Youth Peel aAd Splash Pari< elimiAate this item Child (1-5 years) -Resident Child (1-5 years)- Non-Resident Chlki Youth Non Res. Ten Swim Pass- (expires 1 year from purchase date) Child Resident Ten Swim Pass (ages 1-5) Child Non-Resident Ten Swim pass (ages 1-5) Family Seasonal Pass (June 1- August 31)- Resident (up to 5 family member living at same address) Family Season Pass (6/1 - 8/31) Non-Resident (up to 5 family members at same address) Additional Family Member 14 Swim Center Rentals Splash Park Picnic Area Rental - during Recreation Swim - Resident Splash Park Picnic Area Rental - during Recreation Swim -Non-Resident 15 Other Fees, Discounts & Refunds Basis per month per month peruse peruse peruse additiaAal per month per month Per year Per year per year Valid Season Valid Season per event per event Current Fee Proposed Fee $100 $82.00 $125 $103.00 $5.50 $5.78 $3 $3.15 new $3.00 new $36.00 new $43.00 $35 $36.75 new $21 new $27 new $325 new $375 new $15 new $50 new $60 Special Promotions/Marketing Opportunities as determined by Recreation Director Rounded Rounded Actual % Fee % change Change $82 $103 $6 $4 $37 -18% -18.0% -18% -17.6% 5% 5% 5% 4.5% 33.3% 5.7%'