Business Plan: Sports Facility in Rochester, Minnesota

Concordia University St. Paul Concordia University St. Paul

DigitalCommons@CSP DigitalCommons@CSP

Master of Arts in Sport Management College of Kinesiology

2013

Business Plan: Sports Facility in Rochester, Minnesota Business Plan: Sports Facility in Rochester, Minnesota

Nikki Scherr

Concordia University, Saint Paul

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Business Plan: Sports Facility in Rochester, Minnesota

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Running head: SPORTS FACILITY

Business Plan

MA in Sport Management

Sports Facility in Rochester, Minnesota

Nikki Scherr

Concordia University, St. Paul

Capstone I 565, Cohort 605

Dr. Lana Huberty

December 10, 2013

SPORTS FACILITY 2

Table of Contents

Abstract ------------------------------------------------------------------------------------ 3

Chapter One: Introduction -------------------------------------------------------------- 4 - 5

Chapter Two: Market Analysis ---------------------------------------------------------- 6 - 15

Chapter Three: Business Plan -------------------------------------------------------------------- 16 - 19

Chapter Four: Conclusion ------------------------------------------------------------------------ 20 - 21

References ---------------------------------------------------------------------------------- 22 - 23

SPORTS FACILITY 3

Abstract

This capstone project involves the construction of a new sports facility, The Sports Hut,

located in Rochester, Minnesota. The mission of The Sport Hut organization is to get kids active

at a young age, which allows the opportunity for athletes to thrive in their sport and passions,

while providing a place to learn and grow in a healthy environment. Although obesity can be a

very complex issue, Miller, Rosenbloom and Silverstein (2004) have discovered that obesity

affects more than 30% of children and can be found commonly due to the environment and

lifestyle in which they grow up in. It is time to start taking charge of this growing health concern.

With a chance to gain a mentor, become a role model for younger athletes, or start taking charge

of your own health and body, The Sports Hut will offer the necessary resources. While focusing

on youth, it will still have the opportunities for all ages to gain confidence and skills. The

facility will be large enough to host all types of events such as baseball, softball, soccer, lacrosse

and much more. It will offer a workout room with top of the line equipment and staff that is fully

educated on fitness and nutrition. With a chance to allow people to change their lifestyle and let

athletes reach their highest fitness level, The Sports Hut will be there each step of the way.

SPORTS FACILITY 4

Chapter One: Introduction

"Physical exercise is good for the mind, body and spirit. Furthermore, team sports are

good for leaning accountability, dedication and leadership; among other traits. Putting it all

together by playing a sport is a winning combination," was quoted by Ginsburg (2007). This is a

great passage for what the purpose and mission is of The Sports Hut. The Sports Hut will be a

for-profit Minnesota corporation located in Rochester, Minnesota. The facility will be a leased

building, approximately a 125,000 square foot indoor location for guests to learn and practice

their sports skills, emphasizing in softball and baseball. The equipment will be batting cages,

pitching areas, team skills area, field turf, soccer goals, a meeting room, workout facility, locker

rooms, and equipment rental. The fully insulated, heated facility will offer a comfortable winter

training atmosphere. Also, with great summer rates it can also be a summer/rain-out location for

practice and games. The adaptable turf surface makes it possible to offer field conditions

tailored to specific sports such as softball, lacrosse, football and ultimate Frisbee. The Sports Hut

also offers specialized group coaching clinics and one-on-one skills training.

The purpose of the Rochester location is that there are many organizations offering

programs for youth of all levels, from beginners all the way up to amateur athletes. Sports team

from the area can be found at the four high schools, the community college, and through many of

Rochester's recreational sports leagues. The proposed sport facility is designed to provide a safe,

clean, top-of-the-line facility for those athletes that want to improve their skills and live a healthy

lifestyle. It is important that kids today are learning a healthy way of life early on and sports can

help pave that way (Engle, 2005). The benefit that children receive from participating in sports

is huge. Engle (2005) argued that sports contribute to psychological well-being by reducing

SPORTS FACILITY 5

anxiety and depression and enhancing self-esteem. Kids involved with sports have found that a

social environment can promote a spirit of social

To expand on this young target market, this facility will not be just for kids. The field

turf is available to athletes of all ages. Also, in addition to the field turf area, there is a weight

room and nutritionists available to help athletes to learn the proper techniques in the weight room

and answer any questions on how to fuel their bodies. The work out facility will be available to

those that wish to choose to become a Sports Hut member. There will be different levels of

memberships; the higher the membership, the more access to the facility will be granted.

The Sports Hut mission is to provide a quality indoor sports training environment for

both the serious and recreation-minded athlete. The overall goal for The Sports Hut staff will be

to promote sports/health fundamentals for those of all ages. The Sports Hut staff will

concentrate on providing high quality, elite, competitive training opportunities to youth as a

revenue generation strategy.

This paper will focus on the location, the reasoning and benefits of the facility, and the

marketing and sales strategy that will keep the business going. The Sports Hut will begin

operation in the spring 2014. Within the first year of operation, expect a 25% usage. For the

second year, the goal is to project growth to 55%. Operation during the third year is expected to

match the community growth rate of 75%.

The keys to success for The Sports Hut would be to have a great location that is easily

accessible. In addition to having an accessible site, a staff that provides high quality customer

service will be needed. It is necessary that a variety of amenities keep customers busy and

coming back. And finally, contracts with skilled instructors will be a large factor in the key to

success.

SPORTS FACILITY 6

Chapter Two: Market Analysis

Why Rochester?

A vast question when it comes to a market analysis is why the location? So, why

Rochester, Minnesota for a new sports facility? There are many explanations for the proposed

location, including the potential for growth. Currently, Rochester is Minnesota's third-largest

city and the largest city located outside of the Minneapolis-Saint Paul Metropolitan area.

According to the City of Rochester (2013), the Rochester Metropolitan area has a population of

209,607. Those that reside in Rochester and the surrounding area are no strangers to the warm

summers and cold winters. The city features very four distinct seasons. On average, 30 inches

of rainfall and 48 inches of snowfall come per year (City of Rochester, 2013). Spring and fall

are transitional seasons but it can never be predicted when the weather may change. Because of

the spontaneous weather transformations, trying to be active outside can sometimes be

challenging. When the outdoors are not cooperative, it leaves athletes stranded to small gyms or

cancelled practices for the day. Minnesota is an environment with unpredictable weather but this

does not mean that our athletes and sports teams have to suffer by not having access to indoor

sports facilities.

Rochester is no stranger to crowds and accommodating visitors. The City of Rochester

(2013) noted that The Mayo Clinic location is the core of the economy as it employs over 30,000

people and draws in over two million visitors. Because of all the travelers, Rochester is equipped

with hotels and restaurants. That being said, if people were to choose to come to The Sports Hut

from a further distance, they have many options and availability for a comfortable, affordable

stay.

Rochester is also giving people more of a reason to come to the city to not only visit, but

rather to stay. The University of Minnesota Rochester (2013) campus has an anticipated ultimate

SPORTS FACILITY 7

enrollment of 5,000. With that, jobs to support the educational and infrastructural components to

support the campus will increase accordingly. With the city growing and the potential of

bringing more families to stay, The Sports Hut will be a great choice to provide sport and

recreation activities and keeping them active. Currently, the demographics of Rochester seem to

be fitting for a facility like The Sports Hut. According to the 2005-2007 American Community

survey (City of Rochester, 2013), the median household income was $57, 957 and the median

family income was $74, 467. These figures are important because our facility will be in a

location where families have the resources and income to spend on clinics, trainings, and lessons.

The Sports Hut mission will focus on the young- high school athlete, as this age group

can tend to thrive on the offered clinics, trainings and private lessons. Researched by the City of

Rochester (2013), Rochester Public Schools enroll 16,300 students in 23 public primary and

secondary schools. The city is divided into three public high school districts: John Marshall,

Mayo and Century. Private schools include Lourdes and Schaeffer Academy. For higher

education, Rochester offers many options including Rochester Community and Technical

College, which does offer athletic programs.

Serious athletes come in all different sizes and ages. Even though a big focus of The

Sports Hut will be a younger generation, we will also have a focus on the more veteran sports

teams in the area. An important organization to look into collaborating with would be the

Rochester Giants, which is the city's semi-professional football team. Giants have been around

for 10 years and are involved with the Northern Power Football League ("Rochester Giants,"

2009). The Sports Hut would give this team not only a great area to run practices but to also

manage camps for younger football players. This would be a great way to represent their city in

a positive manner.

SPORTS FACILITY 8

The Sports Hut facility will have equipment in which softball and baseball programs in

the area can highly benefit from. Two local organizations, the Rochester Honkers and Rochester

Royals, could both highly benefit from The Sports Hut. The Rochester Honkers are in the

Northwoods League, which is made up collegiate baseball players. The Northwoods League

offers a high level of competition for the summer months when collegiate athletes can fine tune

their athletic skills. Although it is summer time and the off-season, the college athlete needs a

place to not only get good swings and cuts in, but possibly a place to work out as well. The

Sports Hut could offer both of those. It could be a great opportunity for younger kids to see what

hard work, dedication, and focus can do for them. The same could be said for the Rochester

Royals. The Royals are Rochester's amateur baseball team that consists of both former and

current college and professional athletes. The team is made up of a 25-man roster and has been

around since 1924 (Rochester Royals, 2013). These players again are limited to only a summer

schedule and if any of them need a place to fine tune their skills, The Sports Hut will be the

place.

A facility will not be successful if clients cannot easily get to the location. Thankfully,

Rochester is easily accessible with three U.S. highways (U.S. 14, U.S. 52 and U.S. 63) as well as

Interstate 90 and State Highway 30 (City of Rochester, 2013). Within Rochester, a combination

of skyways and walkways link most of downtown. There is a Public Transit run by Rochester

Public Transit and has a shuttle service connecting the Minneapolis- St. Paul International

Airport. Yellow Cab, Med City Taxi and Rochester Taxi are the city's taxi companies. This

makes Rochester not only easy to get to, but once in the city, going about one's business can be

stress-free.

SPORTS FACILITY 9

The Sports Hut will stand out because there will be little to no competition within in the

service area. The next closest facility with this type of service is The Irish Sports Dome, located

in Rosemount, Minnesota. The Irish Sports Dome offers batting cages and field turf, but does

not have the work out facility, locker rooms, or nutritionists available as The Sports Hut has

proposed. There is also Soccer World located in south Rochester however, it only fulfills soccer

needs. The Sports Hut will attract a wide range of target markets because of the diversity of

amenities being offered.

Rochester is the perfect location for this facility due to a number of reasons. Rochester

provides the large population of people and families that can afford and benefit from a facility of

this type. Unpredictable weather with lots of rain, snow, and cold temperatures leave athletes

looking for a warm environment to continue training. The city has large school districts and is

currently a thriving economy with jobs and higher education systems filling the city. Also, not

only can the local sports teams benefit from the facility but they can help groom younger

generations. On top of all that, The Sports Hut will be easily accessible. With that being said,

Rochester should get ahead of the game and allow athletes to thrive by providing a facility such

as The Sports Hut for its constituents.

Why a Sports Facility?

Over the past 30 years, childhood obesity has more than doubled in children and tripled

in adolescents, making more than one third of children and adolescents overweight and obese

(Lobstein, Baur & Uauy, 2004). Research by Lobstein, Baur and Uauy (2004) discovered that

obese youth are more likely to have risk factors for cardiovascular disease, such as high

cholesterol or high blood pressure and are more likely to have pre-diabetes. Some long-term

health effects with children and adolescents who are obese are heart disease, type 2 diabetes,

SPORTS FACILITY 10

stroke, and several types of cancer. Because of these alarming numbers and statistics, it should

surprise no one that as a community, we need to do something about it. Having a facility that

allows kids room to grow, run, play and get moving is definitely a benefit.

As Baranowski, Bouchard, Oded and Bricker (2006) have discovered, active children are

more likely to mature into physically active adults. Some of the benefits of sport participation for

children include improved social and personal skills (including cooperation and leadership),

better sleeping habits, reduced risk of obesity, increased cardiovascular fitness. It can also lead

to healthy growth of bones, muscles, ligaments and tendons and improved coordination and

balance.

Aside from playing sports for physical activity, children can also benefit from sport

participation by allowing them to make friends, have fun, learn to be part of a team and play

fairly, and help to improve self-esteem (Baranowski, Bouchard, Oded & Bricker, 2006). At The

Sports Hut, sports and a fit lifestyle will be taken seriously and will be a competitive atmosphere

but safety and a positive attitude will be the main priority. When hosting clinics, trainings, and

camps, The Sports Hut's focus will be to make sure children develop good sportsmanship. The

Sports Hut will prepare for the parents that might take sports too far or push their kids a little too

much, and in an effort to discourage this behavior, signed will be placed around the facility with

information for raising an athlete. The signs will include tips and reminders such as the

importance of giving kids emotional support and positive feedback, attend some games and talk

about them afterwards, have realistic expectations, learn about the sport and support your child's

involvement, and ways to help your child with losing, disappointments, and that parents are

models for respectful spectator behavior.

SPORTS FACILITY 11

Private Lessons, Are They Worth It?

Many have heard the phrase "practice makes perfect" and although this phrase is true, the

staff at The Sports Hut strongly believe that "perfect practice makes perfect." That being said,

The Sports Hut staff members do not want athletes and children learning and developing

fundamentals that can lead to injury. Most parents teach their child to the best of his or her

abilities, but sometimes lack of knowledge and experiences can lead to bad habits. Luckily, The

Sport Huts is here to help with that.

The Sports Hut has the potential to be a prime provider for sports lessons. Parents are

always looking to give their children a head start and an advantage over other children in

organized sports activities. Sometimes, group coaching is simply not enough to teach children

the proper skills and techniques that are required to be an above average athlete (Brennan, 2008).

Skills trainers and private coaches are always sought out by eager parents that are looking to

provide their child with one-on-one training. Elite leagues for sports are increasing in popularity

and in order to participate in these activities, skills training is an absolute requirement for

participants.

Children need positive mentors and sometimes a dedicated, skilled coach can be just the

person for that. In fact, Brennan (2008) has discovered that children sometimes respond better to

an objective coach than to their own parent. When kids have a positive experience with coaches

early on, they can continue to seek out and learn from mentors who can help with them in school,

jobs or their other interests. Positive mentors and an optimistic outcome can be gained by lessons

and clinics (Brennan, 2008), which The Sports Hut will specialize in. It takes countless hours of

determination and practice to become a top class athlete in any sport, so it will The Sports Hut's

goal to help accelerate a player's learning through individual and small group trainings. The

SPORTS FACILITY 12

purpose of the specialized trainings will be to give individual instruction in specific areas, which

can be more difficult to teach in a large group setting. Regardless of the sport, the trainers at The

Sports Hut will complete a player evaluation to identify the current abilities of the player in a

variety of disciplines. Once that is completed, the evaluation can allow our coaching staff to

tailor each training session to meet the needs of the individual player. The evaluation will serve

as a base model to evaluate and review the player's progress made throughout the program.

Private coaching for young athletes can make a drastic difference in both their

development as athletes as well as people (Brennan, 2008). Private lessons can help discover

one's potential and help them set and achieve goals. The mentorship can be there to ensure the

athlete is getting the help and personal attention they need to reach the next level. Achieving

goals and seeing improvement can help boost self-esteem while increasing health and overall

fitness (Brennan, 2008). Finally, lessons can help avoid the dreaded training plateau that athletes

can sometimes hit.

Additionally, kids are not the only one that can benefit from private coaching. For adults,

private coaching can provide that mental break that many of us need from work and the stress

that every day life may bring us (Brennan, 2008). With the monotony of most gym work outs,

private coaching can be just what a person needs to mix up their work out routine. Enhanced

skill could lead to years of healthy living and enjoyed experiences in things such as adult sports

leagues or other contests such as marathons, bikes races, triathlons, and other competitions.

At The Sports Hut, youth will be a main focus but adults are not forgotten either. There

will be opportunities for both children and adults to learn and gain a healthy lifestyle and not

land themselves in an obesity statistic. Our mission is to have clients build relationships with

staff and gain mentors, knowledge, tips and training advice. There are also coaches available to

SPORTS FACILITY 13

help develop the abilities to strive within your sport or in just achieving overall healthiness.

Whatever your reasons for coming to our facility may be, joining will be already the step in the

right direction.

Marketing Strategy

A big reason why The Sports Hut selected Rochester, Minnesota is because it offers such

a critical competitive edge. There are very few competitors like it within a close mile radius.

The next closest thing in similarity to it is The Irish Dome that is located in Roseville,

Minnesota, over 60 miles away. Although there are many workout facilities in the area, none are

able to promote to as many markets and fulfill the needs of athletes that need a playing field.

The Sports Hut will use its competitive edge, its extreme love of sports and teaching, along with

its marketing strategies to be successful.

Marketing for The Sports Hut will differ through the year, depending on the demand for

the facility. When the cold winter months hit Minnesota, the weather will bring more people

indoors so not as much marketing or advertising will need to be done during that period.

However, during late spring and early summer, it will be a priority to make sure we remain in

front of our customers.

The start-up marketing for The Sports Hut will focus a lot on social media and the

Internet. According to McKinsey Global Institute (2012), there are now reported to be 1.5

billion social media users globally, with at least 70 percent of companies using some form of

social media. Because of this popular relationship building technique businesses use, The Sports

Hut will have an active account on Facebook, Twitter, and Instagram to keep customers and

followers updated on news, specials, and to show what customers are currently doing at The

Sports Hut. There will also be a website for information such as directions, hours, FAQs, and

SPORTS FACILITY 14

ranges of pricing. To help spread the word of our amenities, there will be e-mail notifications and

flyers distributed to 100+ high school and college coaches in the target area. As McKinsey

Global Institute has discovered, periodical e-mail updates can be a powerful and inexpensive

marketing tool. It helps build a relationship with customers and can help create a customer

database. There will be advertisements within the participating local businesses as well as the

local papers. Finally, there is always the anticipation of customers talking of our business to

others and helping spread the name by word-of-mouth.

Marketing throughout the year will vary because of the weather conditions that

Minnesota seasons bring. For spring and summer marketing, The Sports Hut will make donations

to area youth leagues to help provide equipment and cover fee costs and help sponsor leagues

around the area. For summer break and school holidays, there will be specials because the

facility will be able to used more during the day. There will be many promotions on hosting

summer programs, clinics, and lessons to help train athletes during the off-seasons. To help keep

summers busy, there will be discounted summer passes. It is also important to help support the

community so attending league coaches' meetings will be vital to assist in keeping up with

regulations and what leagues are looking for.

During the fall and winter months when the facility has potential to be busier, marketing

will rely heavily on social media. It is one of the quickest ways to share news, updates, and

special deals to followers. Photographs of what The Sports Hut is hosting and what is going on

can help show customers the potential of the facility. Marketing throughout local businesses and

papers will continue to help share information. Also, to thank those customers that used the

facility during the summer months, those members will be available for specials during the

winter months.

SPORTS FACILITY 15

Although The Sports Hut will have a major edge due to little competition in the local

area, it does not mean it will employ an aggressive marketing strategy. It will be imperative that

our marketing never slows down. E-mail notifications to leagues and coaches are a great way to

gain creditability. The Sports Hut will thrive on the quality of our service, availability, and

prices to make the facility one of a kind.

SPORTS FACILITY 16

Chapter Three: Business Plan

The Sports Hut has a very large potential market and due to the small number of

recreation facilities in Rochester, we feel as though we could become the number one sports and

fitness facility very quickly. However, in order for this to be accomplished, the staff must be

continuously and actively promoting The Sports Hut through strategic marketing, sales strategies

recommended by Helbig (2011), and reasonable pricing. It is also vital that our facility hosts and

supports various community events to help create a Sports Hut brand and to get involved with

the people that help us grow.

Sales Strategy

The Sports Hut will direct a lot of sales efforts and funds to the primary customer base.

As Helbig (2011) has found that defining the target market is important because we have to

know where to focus and start to build momentum. Parents, coaches, players, and athletes will be

informed of the facility and services through e-mail, phone calls, and direct contact. The sales

efforts during the start-up phase will be beneficial for the customers and then continuous sales

efforts will vary depending on the time of year.

For the start-up sales strategy, a variety of different tactics will be used. One tactic will

include that the first two hundred customers receive a "The Sports Hut" t-shirt or water bottle.

Through this strategy, customers can use or wear these products and help promote the name.

There will also be door prizes such as tickets to nearby sporting events, summer passes, and gift

cards for local shops for the weekend customers. Finally, all new customers will receive a

keychain. The keychain will serve as access to the facility and a daily reminder to our customers

of our company brand.

SPORTS FACILITY 17

After a customer base is built, the sales strategy will shift a little bit and team up with the

marketing strategy. There will be discounted membership packages for families, teams, and

clubs. There will be yearly league donations to help build the community outside our facility

and to again, help promote our name. It is The Sports Hut duty to deliver and build on what we

say we are going to do for the prospect (Helbig, 2011) and sponsoring a healthy lifestyle outside

the facility will help with the sales process. In order to keep the facility busy, there will be spring

break and school holiday discounts to help keep kids activate on days off. There will be

tournaments specials (such as a lower fee rate) to help draw more teams to host in The Sports

Hut facility. One of the most unique specials of each year will be free indoor clinics the first two

weekends in April when the weather conditions are usually poor and athletes are itching to start

spring sports.

When it comes to pricing, The Sports Hut goal will be to provide reasonable pricing for

all teams to be able to afford using the facility. For a team to use the facility for a season and

practices it will be $1,500 and a practice schedule will be determined while working with the

team. Teams will be able to purchase clinic space and time. A half day clinic, which can include

up to 45 people, will cost $800. Full day clinics will be negotiated. Also, the fields will be

available for rent on an hourly basis to members. Rental of a field will cost $65 per hour during

the day and $85 per hour during the evenings and weekends. Prices and specials may vary

depending on the time of the year, weather and how busy the facility is.

Sales in this industry are based on the services and amenities provided by the facility and

the goal to find something to fit for each athlete, player, or team. All of the users of our facility

must feel like they are getting the best value that is possible out of their money. If they find a

facility with equal services but with a better value, The Sports Hut will match it or beat that

SPORTS FACILITY 18

value. Through price matching, The Sports Hut will be more successful in member retention.

When a customer desires a membership at The Sports Hut, a staff member will be able to sit

down with them and explain to them all the options, programs, and amenities available. It is

important that a relationship and trust with the member is established.

Sales Forecast

The Sports Hut expects sales to peak in the colder months, so typically October through

March, with the possibility of the rest of the year to be a little slower. After a year or two of

service, sales growth is anticipated to grow 10% to 20% due to customer base growth. There

will be some sales allowed on credit such as sales for businesses or large groups with whom we

want to establish a long-term relationship with. The Sports Hut is expecting sales to see an

increase because according to Smith (2013), the Indoor Sports Facilities Management industry

has rebounded since 2007 and is expected to see steady growth, compared to other industries in

the leisure sector. It is a positive that The Sports Hut will focus on the adult generation because

Smith (2013) expects the retiring baby-boomer generation to create strong opportunities for

indoor sports facilities.

Web Plan Summary

The website for The Sports Hut will be initially developed with few technical resources.

Google will be the simple hosting provider and will provide the technical back end information

that is needed. The website, logo, and graphics will be continually developed during the first

operating year. The home page with all the necessary and critical information such as address,

hours, scheduling, and what the facility offers will be up before the start date. Providing

information and upcoming events will be the primary focus for the customer base. Maintenance

SPORTS FACILITY 19

of the website will be performed and up kept by an administrator employed by The Sports Hut

management team.

Management Summary

To keep all things in line, staff members will be hired on experience and qualifications.

There will be one full-time manager to oversee the daily operations at The Sports Hut. This

person's responsibilities will include managing the staff, ordering inventory, dealing with

suppliers, developing and fine tuning the marketing strategies and performing other daily

managerial duties.

Personnel Plan

In order to keep the flow of work going at The Sports Hut, a team of well trained and

well educated members will make up the personnel. According to Smith (2013), about 59.2% of

indoor sports facilities employ less than five people. Because of these numbers, the staff will

include one manager, an assistant manager, and two-three other staff members depending on the

season and how busy things are. For keeping the building in an orderly fashion, a janitorial

service will be contracted to clean the facility. Clinic coaches will be hired, short term, as needed

and paid out of clinic receipts. Referees and officials for games will be paid for by the teams.

The Sports Hut can assist in finding officials for games and events.

Financial Plan

It is assumed that the start-up capital will be around $350,000 with a long-term (20 year)

bank loan of $1,500,000. The remainder of the necessary financing will come through our

investors. The financial plan depends a lot on important assumptions such as interest rates, tax

rates, profit and loss, and projected cash flow. It is also assumed the economy continues to grow

strong and the rate of growth for sport facilities will continue.

SPORTS FACILITY 20

Chapter Four: Conclusion

In summary, The Sports Hut will truly be a unique asset with significant potential to

enhance Rochester's brand nationally. The Sports Hut mission will be determination to help

change the dynamics of the children and adolescences as it is vital that we get kids active and

moving early in their life. Like Baranowski, Bouchard, Oded and Bricker (2006) have stated,

active children are more likely to mature into physically active adults. Miller, Rosenbloom and

Silverstein (2004) researched how obesity affects more than a billion people worldwide and that

obesity in young adults decrease life expectancy by 5-20 years. The past few decades have

brought many lifestyle and environment changes, which had resulted in a decrease in physical

activity and an increase in caloric intake. With some households having single parents or both

parents working, children are spending less time outside and more time on the computer or

watching television than exercising (Miller, Rosenbloom & Silverstein, 2004). Fast food is

marketed to children using social media, music, and toys (Miller, Rosenbloom & Silverstein,

2004) but The Sports Hut mission is to change the marketing and focus on what can be beneficial

for the human body. Rochester's growing economy will provide the target market needed for us

to thrive and succeed on as well as changing the lifestyles of many.

The key to moving forward with the proposed sports facility will be to establish a clear

vision and following the detailed marketing analysis and business plan. By establishing strong

programs, partnerships, and a commitment to high quality resources (staffing, marketing and

communication), The Sports Hut management team believes the financial goals will be met or

even exceeded. It is this blend of existing opportunities, unique facility amenities, committed

leadership and staff, and a growing market that all points to a future filled with possibilities for

SPORTS FACILITY 21

The Sports Hut. It is exciting to be a part of this opportunity to develop with business that has

unlimited growth potential.

SPORTS FACILITY 22

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content/uploads/Journal_db/Benefits of physical activity.pdf

Brennan, D. (2008). Coaching in the US: trends and challenges. An International Journal of

Theory, Research and Practice, 1(2), 186-191. Retrieved from

http://www.tandfonline.com/doi/abs/10.1080/17521880802346238

City of rochester, minnesota. (2013). Retrieved from http://www.rochestermn.gov/

Engle, M. (2005). Sports and kids: Pathway to healthy development or to unhealthy

competition?. Child Study Center, 3(8), Retrieved from

http://www.aboutourkids.org/articles/sports_kids_pathway_healthy_development_or_

unhealthy_competition

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