National Aquatic Centre - Commercialization of Sport Facilities

2016

NATIONAL AQUATIC CENTER – SWOT
ANALYSIS ON FINANCIAL VIABILIY

Chevon Le Gendre
[Company name]
1/1/2016

Table of Contents

Overview ...............................................................................................................................................................2
National Aquatic Center ........................................................................................................................................3
Strengths: .............................................................................................................................................................. 6
Weaknesses: .........................................................................................................................................................6
Opportunities: .......................................................................................................................................................7
Threats ..................................................................................................................................................................7
Appendix 1 ............................................................................................................................................................8
Appendix 2 ............................................................................................................................................................9
Appendix 3 ............................................................................................................................................................0
Reference ..............................................................................................................................................................0

1

Overview

Modern sports facilities have advanced from modest venues that featured athletic events and
accommodated fans, into incredible multi-purpose commercial enterprises – providing retail,
accommodation and catering, for sport and entertainment.

Through its operations, such facilities generate revenue streams which contribute to overall
maintenance, and or, enable capability expansion, to enhance the experience for both athletes and
spectators alike.

In relation to national sporting facilities under the purview of the Sport Company of Trinidad and
Tobago, market and services analyses have been conducted to give guidance to the setting of
commercial goals towards the financial self-sustainability of each venue. – which include:

 National Aquatic Center, Couva
 National Cycling Velodrome, Couva
 National Tennis Center, Tacarigua
 Brian Lara Cricket Stadium, Tarouba
 Hasely Crawford Stadium, Port of Spain
 Ato Boldon Stadium, Couva
 Larry Gomes Stadium, Arima
 Mannie Ramjohn Stadium, San Fernando
 Jean Pierre Complex, Port of Spain
 Woodbrook Youth Facility, Port of Spain

To offer insight, and direction to the varying features of the facilities’ future operations, the
associated analyses included:

• A S.W.O.T. analysis of each of the national facilities run by Sportt Company
• Demographic Outlining – based on the Trinidad and Tobago 2011 Population and

Housing Census Demographic Report
• Programming recommendations – based on the market and services analysis
• Revenue generation suggestions – based on the capacity of each venue

2

National Aquatic Center

The National Aquatic Center – located in Balmain, Couva – was established as part of the
strategic goals outlined in the Ministry of Sport's Strategic Plan 2011-2015 to encourage
total participation in sport through the development of modern, well-equipped facilities to
promote Trinidad and Tobago as a regional sporting hub. The facility’s design, consistent
with recently built international aquatic centers, offers Trinidad and Tobago the
capability to attract international aquatic events, develop national water sports teams and
offer the public, secure facilities in a safe and comfortable environment.

Facility Objectives:

 To support High Performance Sport
 To develop on an incremental scale, potential athletes for competitions at the

national and international levels
 To host competitions at national and international levels
 To generate revenue for upkeep and maintenance
 To encourage sport tourism by facilitating programmes for visiting teams of

international athletes during the winter months.

Facility Features:

• Myrtha Competition Pool (covered) – 50m x 25m; 10 feet deep
• Warn Up Pool (uncovered) – 50m x 25m; 6 feet deep
• Diving Well/Water-Polo Pool - 25m x 25m; 6m deep [3 x 3m Springboards; 5m

diving platform; 10m diving platform]
• Lazy River Water Park
• Omega Scoreboard
• Health Area – aqua gym, fitness room, sauna, Turkish baths (with water vapor

production) and cold water pool
• Temperature Controlled Media Room
• Spacious Locker Rooms
• Multipurpose Rooms
• Permanent seating capacity: 700 seats - Official/VIP, Media and Public seating
• Ticket Booths
• Concession outlets (beverages, merchandising)

3

The National Aquatic Centre was designed with a level of comfort, convenience and
service consistent with International Federation for Aquatic Sports (FINA) requirements
for international events – that include:

• Swimming
• Water Polo
• Diving
• Synchronized Swimming

As a multi-purpose facility, it also has the capacity to play host to a variety of
instructional activities as well – inclusive of:

 Elite Athlete Training/Training Review
 Aquatics (Swimming, Water Polo, Diving, and Synchronized Swimming)

Instructor Training
 Aquatics Official/Judge Training
 Lifeguard Training/Training Review
 Lifeguard Instructor Training
 Water Safety Instructor (WSI) Training
 CPR, First Aid, AED & Safety Training

4

Community Profile

 The Couva/Tabaquite/Talparo municipality experienced a population growth per
annum of 0.9 – from 162779 in 2000 to 178410 in 2011.

 The Couva/Tabaquite/Talparo municipality is a relatively older community, with
an age dependency ratio (the combined child population comprising in relation to
the working-age population defined as the 15-64 age group) below the national
average, an aging index (persons 65 years and older relative to the population
under 15 years of age) above the national average, which classifies its population
as ‘old’.

 The Aquatic Centre can meet the recreation and sport needs of the residential
community, and also appeal to the broader and expanding industrial market with
Couva set as the primary urban and commercial center for the
Couva/Tabaquite/Talparo Regional Corporation. The Greater Couva area includes
the Point Lisas Industrial Estate and the Port of Point Lisas. Point Lisas is a
world-class petrochemical and heavy industrial estate (home to over 90
companies) clustered around a series of port facilities on Trinidad’s western
coastline. The Centre's proximity to the Industrial Estate and Ports will allow it to
target programs and initiatives to meet the needs (health and safety training) of
their workforce

 Couva’s surrounding municipalities – Chaguanas and the City of San Fernando
(both approximately 15 km away, North and South respectively - have seen
steady population growth and infrastructural advancement of new businesses,
which has contributed to the general development of the district.

Community Aquatic Inventory

The National Aquatic Centre will augment the community’s aquatic capacity –
supporting the Couva Community Swimming Pool to serve the family wellness
and leisure needs of the residents of Couva (and environs); while also providing
facilities – to local and international athletes – for training and competition at the
elite level.

5

Strengths:

International
• The most advanced aquatic facility in the Caribbean – considering facilities in Barbados,
St Croix USVI, Costa Rica
• Located at the gateway to North and South America
• Internationally recognized competitive swimmers
• Climate conducive to year round swimming

National
• Increased opportunities for training (elite) and leisure (health/wellness) activities
• International standard facilities to assist in meeting the aquatic needs of the population –
in additions to the six (6) state-owned 25-meter swimming pools
• Significant percentage of revenue is derived from tax base.
• Well maintained aquatic and fitness facility with multi- purpose areas.

Weaknesses:

International
• No history of a Strategic Plan or long term planning.
• Inexperience or unspecialized staff to operate a facility of that nature
• Not the most convenient location in terms of access to businesses, restaurants, and public
transportation.
• Lack of reliable data to measure customer service and cost effective programs.
• Depletion of available funds due to economic down-turn and increasing costs.
• Technology – email and web base services are under-utilized for on-line registrations.

National
• No programming (from beginners to elite) or fee structure (to offer revenue forecast).
• Collaboration needed between National Aquatic Center and Couva Community
Swimming Pool – to avoid duplication of services.
• Low involvement levels in Swimming, Water Polo and Maters’ Swimming; No
participation in Diving and Synchronized Swimming.

6

Opportunities:

• Create internationally recognized instructional aquatic programs (ranging from beginners
to elite – in swimming, water polo, diving, and synchronized swimming).

• Host recreational, high level and masters – local and regional/international – aquatic
events.

• Partner with community to improve utilization of facility and programs.
• Partner with schools to create programs for youth to participate in aquatics
• Engage under-represented groups in the community to increase participation,

memberships, and employment opportunities.
• Promote communal usage that draws families and persons outside the immediate

community.
• Increase facility utilization through outsourced running of non-local events (grand prix,

aquatic festival, etc.).
• Diversify services by hosting/facilitating auxiliary events (duathlons/triathlons, fitness

camps).
• Explore new markets through focus on cross training (football teams, basketball teams).
• Coordinated Scheduling of Facilities – utilizing community pool to facilitate extensive

participation requests.
• Explore stable revenue generation prospects (title sponsorship, perimeter advertising, and

scoreboard advertisements, tenant rental – restaurant, businesses).
• Utilize multiple assets within facility for incremental revenue generation (lazy pool,

lanes, meeting/conference rooms).
• Coordinate efforts to attract corporate & private event rentals.
• Economic Impact of Competitive Swim Meets – benefit for community
• Communicate the facility’s successes through various forms of media (Print, Broadcast,

Digital).

Threats

• Funding and budgetary constraints
• Declining expendable income due to economic downturn
• Disinterest in aquatics – increasing recreation choices; lacked popularity of aquatics
• Competition from community pools with lower program fees
• Underutilizations of facilities
• Perception that the facility is not responsive to the needs of a specific group’s – Clubs vs

National Teams Vs General Public
• Attraction of international target market to programs in North and South American

7

Appendix 1

Regional Competition
Barbados Aquatic Centre

Pool Description

o 8-lane, 50-meter pool
o Anti-wave lane lines
o Backstroke flags
o Starting blocks
o Pace clocks
o Distance from hotel: 3 miles
o Driving time: 15 minutes

St. Croix, USVI

Pool Description

o 6-lane, 50-meter pool
o Anti-wave lane lines
o Backstroke flags
o Starting blocks
o Pace clocks
o Distance from Hotel: 5 miles
o Driving Time: 15 minutes

Costa Rica

Pool Description

o 10-lane, 50-meter pool
o Anti-wave lane lines
o Backstroke flags
o Starting blocks
o Full fitness center with machines, free weights and stretching room.
o Distance from Hotel: 0 meters
o Walking Time: 1 minute

http://www.trainingcamps.com/#!caribbean/cqqq

8

Appendix 2

Camp Description
Aquatics Training Camps in Barbados
The Capital: Bridgetown
Direct Flying Time: Approx 8 hrs from London
Passports: Should be valid for duration of stay
Time Difference: GMT –4 hours
Airport Departure Tax: Included in price of international ticket
Currency: Barbados Dollar (Bds$). US$ widely accepted
Main Language: English
Water: Drinking water is generally safe from the tap.
Electricity: 110 volts AC 50 Hz American style 2-pin plug are used
International Dialing: 1 246
Driving: Left hand side of road. Full license needed & local permit is required.
Clothing: Camouflage clothing is illegal.
Visas: Not required for British passport holders
Vaccinations: Please consult your G.P. Hepatitis A, polio, tetanus & typhoid is recommended.

9

Included with Camp
Airfare:
Not Included: Round Trip Airfare (we can arrange it, please ask)
Ground Transportation:
Included: Ground Transportation - Busing or Van Rental is dependent on
Location
Included: Round trip airport transfer to hotel (if vans not rented)
Included: Round trip transportation to the pool twice daily (if using buses)
Included: Van Rental and Tax
Not Included: Rental Insurance and Gasoline
Accommodations:
Included: As described for each location
Included: Breakfast Daily (most locations include breakfast daily, unless using
apartments)
Optional: Buffet Lunch and Dinner Daily (with some locations)
Swimming Training Time:
Included: 2 X 2 hours’ pool time daily
Included with Some Locations: Weight Room (not all locations have available
facilities)
Not Included: Optional Sightseeing Tours - Organize in Hotel Lobby

http://www.gulliverssportstours.co.uk/Destinations/Caribbean/Barbados/Swim-WP-TRC

10

Appendix 3

TOTAL POPULATION BY SEX, AGE GROUP AND MUNICIPALITY

MUNICIPALITY ALL AGES 0-4 5 - 9 10 - 14 15 - 19 20 - 24 25 - 29 30 -
(1) (2) (8)
TRINIDAD AND TOBAGO (3) (4) (5) (6) (7)
TRINIDAD
City of San Fernando 1,328,019 94,075 91,285 87,920 98,330 114,184 123,454 105,
Borough of Chaguanas
Couva/Tabaquite/Talparo 1,267,144 89,241 86,808 83,733 93,636 109,169 118,102 100,

48,838 3,123 3,143 2,970 3,278 3,878 4,370 3,

83,516 5,802 5,698 5,342 6,172 6,965 8,230 7,

178,410 12,684 12,072 11,618 13,050 15,307 17,250 14,

MUNICIPALITY ALL AGES 0-4 5 - 9 10 - 14 15 - 19 20 - 24 25 - 29 30
(1) (2) (8
TRINIDAD AND TOBAGO (3) (4) (5) (6) (7)
TRINIDAD
City of San Fernando 666,305 47,806 46,339 44,915 49,667 57,358 62,214 53
Borough of Chaguanas
Couva/ Tabaquite/ Talparo 635,928 45,352 44,018 42,721 47,305 54,799 59,637 51
23,791 1,620 1,523 1,510 1,636 1,924 2,214 1

41,677 2,924 2,878 2,742 3,128 3,481 4,109 3

90,795 6,420 6,225 5,861 6,717 7,653 8,929 7

BOTH SEXES

AGE GROUP

- 34 35 - 39 40 - 44 45 - 49 50 - 54 55 - 59 60 - 64 65 - 69 70 - 74 75 - 79 80+ Not Stated
(19)
) (9) (10) (11) (12) (13) (14) (15) (16) (17) (18)

,528 92,493 86,121 96,066 87,141 73,179 58,618 44,617 30,274 20,740 23,340 652

,851 88,436 82,299 91,490 83,185 70,108 56,126 42,728 28,825 19,678 22,096 631
,823 3,217 2,856 3,373 3,386 2,908 2,532 2,020 1,404 1,057 1,454 45
,432 6,647 5,966 6,211 5,408 4,523 3,429 2,495 1,562 838 783 13
,823 13,140 12,379 13,728 11,949 9,907 7,414 5,440 3,367 2,163 2,115 3

MALE

AGE GROUP Not Stated
- 34 35 - 39 40 - 44 45 - 49 50 - 54 55 - 59 60 - 64 65 - 69 70 - 74 75 - 79 80+ (19)

8) (9) (10) (11) (12) (13) (14) (15) (16) (17) (18)

3,851 46,822 43,454 48,643 43,943 36,688 29,620 21,564 14,197 9,278 9,376 569

1,558 44,884 41,596 46,346 41,919 35,147 28,317 20,659 13,503 8,783 8,836 550
1,911 42
1,616 1,387 1,610 1,636 1,434 1,203 917 627 431 550
3,700 13
3,408 2,987 3,101 2,729 2,230 1,630 1,210 733 404 270
7,608 3
6,714 6,436 7,088 6,047 5,070 3,869 2,639 1,570 1,013 934

MUNICIPALITY ALL AGES 0-4 5 - 9 10 - 14 15 - 19 20 - 24 25 - 29 30
(1) (2) (8
TRINIDAD AND TOBAGO (3) (4) (5) (6) (7)
TRINIDAD
City of San Fernando 661,714 46,268 44,946 43,005 48,664 56,826 61,239 51
Borough of Chaguanas
Couva/ Tabaquite/ Talparo 631,216 43,889 42,790 41,012 46,331 54,371 58,466 49
25,047 1,504 1,620 1,460 1,642 1,955 2,156 1
41,839 2,878 2,821 2,600 3,044 3,484 4,121 3
87,614 6,264 5,847 5,758 6,333 7,654 8,321 7

FEMALE

AGE GROUP Not Stated
- 34 35 - 39 40 - 44 45 - 49 50 - 54 55 - 59 60 - 64 65 - 69 70 - 74 75 - 79 80+ (19)

8) (9) (10) (11) (12) (13) (14) (15) (16) (17) (18)

1,677 45,671 42,667 47,423 43,198 36,491 28,998 23,052 16,077 11,462 13,964 83

9,293 43,552 40,703 45,145 41,267 34,962 27,809 22,069 15,322 10,894 13,260 81
1,912 1,601 1,468 1,763 1,751 1,473 1,329 1,103 776 626 904 3
3,733 3,238 2,979 3,110 2,680 2,293 1,799 1,285 829 434 513 -
7,215 6,427 5,943 6,640 5,902 4,837 3,545 2,801 1,796 1,149 1,181 -

Trinidad and Tobago 2011 Population and Housing Census Demographic Report

1

Reference

http://www.trainingcamps.com/#!caribbean/cqqq

http://www.gulliverssportstours.co.uk/Destinations/Caribbean/Barbados/Swim-WP-TRC

Trinidad and Tobago 2011 Population and Housing Census Demographic Report