Data doesn’t have to be dry—or intimidating. In a lively webinar discussion, Chris Nunes, Chief Operating Officer at Woodlands Township, TX, and Erin Hutchings, CPRP, CPM, Operations Manager for the Aspen Recreation Center and Aspen Ice Garden, shared how smart use of data can transform a recreation department. From maximizing facility use to proving program impact, their practical insights show how the right information can save money, boost participation, and help your department shine.
One of the first steps is understanding your baseline. How many people are visiting your site or attending a class? What’s the minimum threshold for a program to run? These metrics help departments make informed decisions about staffing, hours, and even utility usage.
Chris shared a great example: at one facility, gym lights were running during unused hours, costing $600 per month. A simple $50 photo cell cut costs dramatically, freeing up over $7,000 annually that could be reinvested into programs. Small data-driven changes like this can have a big impact.
Data isn’t just about efficiency—it’s about storytelling. Erin highlighted a case from Portland, where $2 million was reallocated from the police budget to parks based on solid infrastructure audits and community engagement data. Parks weren’t seen as “fluff” because the numbers clearly showed their impact. Reliable data gives recreation leaders a stronger voice with boards, councils, and funders.
Knowing who your community is—and what they need—is essential. Erin shared how Aspen uses demographic data to inform programming. For example, with a growing 25–44 age group and a significant senior population, the department prioritizes adult and senior programs over traditional youth-focused offerings.
They also use Google Trends to see what activities are trending locally, like mountain biking or adult fitness, helping to ensure programs align with real community interest.
For facilities like ice rinks, tracking data can be the difference between profit and loss. Erin outlined the critical metrics they monitor: ice depth, water quality, machine performance, and program participation. Utilities alone can cost $13,000 per month per rink. Understanding usage patterns helps departments optimize schedules, maximize revenue, and ensure resources are well-spent.
By balancing operational, financial, and community insights, recreation leaders can make smarter, more confident decisions.
Chris and Erin emphasized that data enhances efficiency, improves resource allocation, and strengthens your case for funding. Start simple if needed—even basic patron counts or spreadsheets can provide meaningful insights. Over time, you can layer in more sophisticated analytics to create a complete picture of your community’s needs and program impact.
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