Recreation & Parks Comprehensive Plan Update May 2024 PDF Free Download
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Recreation + Parks
Comprehensive Plan Update
May 2024
City of Jacksonville
Sammy Phillips
Jerry Bittner
Brian H. Jackson
Logan Sosa
Dr. Angelina Washington
Cindy Edwards
Robert Warden
Joshua Ray, City Manager
Ron Massey, Deputy City Manager
Susan Baptist, Director of Recreation Services
Michael Liquori, Director of Parks Facilities
Anthony Prinz, Transportation Services Director
Consultant Team
SageDesign- Comprehensive Plan Lead and
Community Engagement
McAdams- Park Master Plan Project Manger
Victus Advisors- Sports Tourism Market Study &
Facility Opportunities Analysis
ETC Institute- Statistically Valid Survey
ACKNOWLEDGMENTS
Recreation & Parks Advisory
Committee
Yolanda Mayo, Chair
Lori Ready, Vice Chair
Steve Henkle
Scott Lauzon
Reginald Maxwell
Kendrick Rogers
Bill Ross
Homer Spring
Cindy Edwards, Council Liaison
Cover Photo from City of Jacksonville website
Introduction
Purpose & Process ........................................................................................ 7
Inventory
Understanding the Community ...................................................................... 09
Past and Related Plans ................................................................................ 13
Stang .......................................................................................................... 14
Programs ...................................................................................................... 15
Facility Inventory ........................................................................................... 16
Community
Community Engagement Process .................................................................. 73
Scientic Survey ............................................................................................. 79
Analysis
Analysis and LOS ............................................................................................ 89
Distribution ..................................................................................................... 92
Recommendations and Action
Key Recommendations ................................................................................... 101
Action Items ................................................................................................... 114
Appendix
ETC Survey results ................................................................................... 103
Victus, Sports Tourism Market Study & Facility Opportunity Analysis ............. 114
TABLE OF CONTENTS
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INTRODUCTION
6
The purpose of this plan is to understand the community recreational
needs in order to ensure the City of Jacksonville is meeting current
demand and planning for the future. This long-term plan describes how
the City of Jacksonville will address the identied recreational needs of
the citizens within its jurisdiction over the immediate (0-2 years), near
term (3-5 years), and long term (6-10 years). Best practices recommend
this plan be updated every ten years, the previous plan was completed
in 2011, with an interim report completed in 2021. This plan is a best
practice to not only help guide the Recreation and Parks department
over the next ten years, but also to meet outlined requirements for state
granting agencies such as the Parks and Recreation Trust Fund (PARTF),
Land and Water Conservation Fund (LWCF), and the Accessible Parks
Grant Program (AP).
Introduction
The City of Jacksonville, located on the coast of North Carolina, is the commercial hub of Onslow
County and home to Marine Corps Base Camp Lejeune and Marine Corps Air Station New River.
The City has continued to grow rapidly since 1941, when Camp Lejeune was established. In
1992, Jacksonville was named an All-America City by the National Civic League. Jacksonville is
also a “Tree City,” an honor bestowed by the national Arbor Day Association for planting trees
and creating a variety of green space for our Citizens. In the last few years, Jacksonville’s sports
events and festivals have grown, making it a tourism destination in the state. According to ESRI
GIS mapping data approximately 73,334 residents call Jacksonville their home. Demographically,
Jacksonville is the youngest City in the United States with an average age of 23 years old, which
can be attributed to the large military presence.
Recreation + Parks Comprehensive Plan Update
The City of Jacksonville Recreation and Parks is committed to creating community by making
Jacksonville the best place to live, work and play.
Recreation + Parks Mission is to oer exceptional leisure opportunities that
contribute to the continuous improvements in individual health and wellness, a
sense of community, environmental stewardship, and economic development.
The City has undertaken the update to the Recreation and Park Comprehensive Plan to uphold
the City mission and Vision. Mission: To provide the leadership, vision and oversight to ensure
the responsible stewardship of Jacksonville’s resources for the effective, efficient, and economical
delivery of municipal services for today and for the future. Vision: Jacksonville, whose abundant
natural resources, healthy environment, military presence, and vibrant economy, make it the best
place to live, work, play and visit.
City of Jacksonville
INTRODUCTION
7
Process
The City of Jacksonville has continued to utilize best practices in the industry to best understand
community recreational needs. This process has continued to evolve since the last Recreation and
Parks Master Plan. In order to align with local, state, and national parks and recreation standards
the following process has been utilized for this update:
Intro + Inventory + Community + Analysis + Recommend & Action
The purpose of this plan is to understand the community recreational needs in
order to ensure they are meeting current needs and planning for the future.
This long-term plan describes how the City of Jacksonville will address the
identified recreational needs of the citizens within its jurisdiction over the
immediate (0-2 years), near term (3-5 years), and long term (6-10 years).
The Inventory is comprised of several different steps in order to inform the
team of existing resources and offerings.
›Understanding the population and the make up of the Jacksonville
Community
›Review of Past and Related Plans
›Stang
›Current Programs and Program oerings
›Facilities Inventory
The City of Jacksonville committed to a robust engagement process throughout
the duration of this plan in order to ensure it is complete and representative of
the Jacksonville community. The City was involved in community engagement
opportunities online, at events, with elected officials, stakeholders, and staff,
and though statistically valid and open link surveys.
The purpose of the analysis is to help prioritize solutions to address gaps in
services and help plan for future community recreational needs. These efforts
compare the City of Jacksonville inventory and needs assessment to National
Best practices benchmarking in the National Recreation and Park Association
(NRPA) 2023 Agency Performance review.
Recommendations and action are driven by demand and need. The higher
priority and need an element is and has been over time helps organize priorities
in a meaningful way. Recommendations and action are broken down into
immediate (0-2 years), near term (3-5 years), and long term (6-10 years) and
include:
›Facilities
›Land Acquisition
›Connectivity
›Programs
›Stang
Recreation + Parks Master Plan
INTRODUCTION
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INVENTORY
10
The Inventory is comprised of several different steps in order to inform
the team of existing resources and offerings.
›Understanding the population and the make up of the Jacksonville Community
›Review of Past and Related Plans
›Current Program oerings
›Facilities Inventory
Understanding the PoPUlation
According to ESRI data approximately 73,334 residents call Jacksonville their home. Demographically,
Jacksonville is the youngest City in the United States with an average age of 23 years old, which
can be attributed to the large military presence. While Camp Lejuene and New River fall within
City limits, the boundary of this study includes the area within City limits off-base.
Study Area
City of Jacksonville
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Understanding the Population
According to ESRI data approximately 73,334 residents call Jacksonville their home. Demographically,
Jacksonville is the youngest City in the United States with an average age of 24 years old, which
can be attributed to the large military presence. In addition to understanding the Jacksonville
population Victus Advisors also compared the Metropolitan statistical area (MSA). A metropolitan
statistical area is a geographical region with a relatively high population density at its core and
close economic ties throughout the region
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City of Jacksonville
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13
Poverty
In a USDA document from 2021 ”Percent of total population in Poverty in North Carolina,” Onslow
County ranked as having 13.9 percent of persons living below poverty level. This data is extracted
from US Census Bureau data and Small area income poverty estimates that are updated annually.
The Jacksonville median household income is $59,976 according to the US Census Bureau.
Health
According to The County Healthy Ranking report, the study factors represent the focus areas that
drive how long and how well we live, including health behaviors (tobacco use, diet & exercise,
alcohol & drug use, sexual activity), clinical care (access to care, quality of care), social and
economic factors (education, employment, income, family & social support, community safety),
and the physical environment (air & water quality, housing & transit). The 2023 report found that
Onslow is 35th among the 100 ranking counties for health in NC, meaning it’s health factors rank
higher than 65 other counties within the state.
Study Area
Study Area
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Ethnic breakdown
The ethnic breakdown of the community according to Citydata.com is predominantly white citizens,
or 57.7%, of the Jacksonville population. The chart below shows the diversity within the community.
Age
The 2023 US Census Bureau population estimates states
that 38.4% of the population are female. The median age of
residents is 24 years of age. The percent of the population is
under the age of 5 is 7.2 %, under 18 (19.2%), and those over
the age of 65 (7.2%). This estimates the population between
19-64 to be 66.4%.
Past and related Plans
A review of past and related plans was conducted to understand common findings and
recommendations. An action item review of the 2011 Comprehensive recreation and parks plan
was conducted to understand outstanding action items from that plan.
Related Plans:
›City of Jacksonville Comprehensive Recreation Master Plan, 2011
›City of Jacksonville Comprehensive Recreation and Parks Update 2021 draft
›City of Jacksonville Adopted Capital Improvement Plan Fiscal Year 2022-2031
›City of Jacksonville Proposed Budget Fiscal Year 2023-2024
›Military Growth Task Force Addendum To The City of Jacksonville Comprehensive Recreation
Master Plan, 2011
›City of Jacksonville Trails and Greenways Pedestrian Map
›Victus, Sports Tourism Market Study & Facility Opportunity Analysis, 2023
2011 Comprehensive Recreation Master Plan Action Item Review
Action Item Status
Creation of Park Hubs Primary Parks still have complete services, smaller parks in gap
areas still in need of improvements
Maintain and Plan for Facility
LOS Many of the Facility LOS identified on page 135 still remain in
demand/need
Address Equity Mapping
Results Some of the identified infill improvements have been completed,
however, there are several that still remain
Address Site Specific
improvements on Aging
System
Some of the identified infill improvements have been completed,
however, there are several that still remain
Continue with
Implementation of Bike Ped
Plan (Trails & Greenways)
Trails remains in high demand. Mileage has been added to the
system ( 3 miles)
City of Jacksonville
INVENTORY
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staffing
Integral to running a successful system are the staff that run it. Currently the City of Jacksonville
has 51 Full Time Employees (FTE), 65 part time staff, and 35-39 seasonal positions. It is important
to note that not all of these positions are filled. The staff is breakdown is as follows:
Recreation:
›FTE: 22
›Part time: 65
›Seasonal: 16-20
Parks:
›FTE: 29
›Seasonal: 19
Recreation Department Organization Chart:
Parks Department Organization Chart:
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Programs
The Recreation Department offers a wide variety of programs ranging from sports leagues to adult
programs, specialty programs, and special events. They cover a wide age range and program
types to best service the population. This overview highlights the programs listed within their
program guide and website.
The City does a clear job of communicating types of programs offered by program area:
Youth programs and activities
include:
›Athletics
›Before and After School
›Open Play
›Summer Day Camps
›Swimming Lessons
›Kids Day Out
Adult programs and activities
include:
›Fitness Room
›Open Play/Basketball/Pickleball
›Small Group Training
›Group Fitness Classes
›Softball League Play
›Yoga
›Group Strength training classes
Special Events
The City of Jacksonville Recreation and Parks
Department offers a wide variety of special
events which are linked via social media and
on the Departmental Events Calendar.
Athletics (Youth and Adult):
The City of Jacksonville Recreation and Parks
Department offers athletic programs, leagues,
and camps for adults and youth:
›Baseball
›Softball
›Basketball
›Tennis
›Volleyball
›Pickleball
›Summer camps oering a variety of outdoor
activities.
Senior programs and activities
include:
›Dance
›Fitness Room
›Gentle Yoga
›Open Play
›Day and Overnight Trips
›Pickleball Tournaments
›Zumba
›Social Events
›Craft classes
Special Events Calendar Highlights Special Events and Activities:
City of Jacksonville
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The purpose of the facilities inventory assessment is to determine
how well the City of Jacksonville Recreation and Parks Department is
meeting the needs of City residents and visitors with its parks, open
space, and facilities. These ndings will contribute in determining the
overall level of service ndings for the City and establish the vision for
the future recreation and Parks System.
According to the National Recreation and Parks Association (NRPA), the basic definition of Level
of Service (LOS) is expressed as an allocation mechanism for the delivery of park and recreation
facilities. By understanding the current level of service for parks and recreation facilities within
the city, a community can better understand how and if residents have equal opportunity to basic
parks and recreation services. To do this, the team evaluated the facilities that exist utilizing the
community values identified in the planning process. These values are unique to the City and
provide the lens for which each park was assessed. This process helps determine if the parks and
the amenities within them are meeting the goals and vision for Parks, Recreation, Greenways, and
Open Space for the City of Jacksonville .
Each Park was evaluated using the common themes and criteria to understand if it is falling below
the goals for the city (N= needs improvement - 50% or less of the criteria were observed), meeting
the goals (S=Satisfactory - Approximately 50% of the criteria were observed), or performing above
expectations (C=Commendable- 75% or more of the criteria were observed). All of the criteria
below helped determine how a park is performing to meet the needs and expectations of the
Jacksonville community.
eqUity
The City of Jacksonville wants to ensure all residents have access to recreation and parks. The
parks were not only evaluated individually for the following features, but also as an entire system.
›Recreation Oerings For All Residents
›Providing access to quality parks and recreation resources for all is an important part of the
Departmental mission. The parks were examined to see if they met the following criteria:
›Is there wi in the park?
›Is there accessible seating?
›Is there power and/or charging stations?
›Are the amenities open to the general public?
›Are reservations systems and information solely online?
›Is there a fee based facility?
›Is information communicated in the park as well as online?
›Is the park in a socially vulnerable area?
›What is the overall park quality?
›Do the amenities look well maintained?
›Does the park feel welcoming for all ages and abilities?
›Do the amenities support use by multiple age groups?
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Conservation and resilienCy
Sustainability is a goal for the city, whether it be through programming, material use, facility development,
or site plan layout. Each of these factors contribute to the overall users ability to experience nature and
the overall sustainability of the park. Each of the following factors were evaluated:
›Are there park features in a oodprone area?
›Are features placed and designed to endure natural impact?
›Is there green infrastructure present? (pavement, lighting, solar, stormwater, etc.)
›Is there a feature that requires consistent maintenance?
›Are there opportunities to reduce land management?
›Have maintenance practices been evaluated for impact?
›Are there any furnishings or site features that respond to overall goal of achieving environmental
sustainability such as benches sourced from sustainable materials, recycling and composting
options?
›What does the landscape look like and is there a focus on native, drought tolerant vegetation?
health and Wellness
The City’s Recreation and Parks Department Mission is to offer exceptional leisure opportunities
that contribute to the continuous improvements in individual health and wellness, a
sense of community, environmental stewardship, and economic development. To help
understand if the facility offerings promote that a variety of things were evaluated:
›Does the park promote social interaction?
›Does the Park contain opportunities for Passive and/or Active Recreation?
›Is there a balance of sun and shade?
›What is the noise level? Are there opportunities for both quiet and engaged spaces?
›Is there an opportunity for seating?
›Does the park allow users to connect with nature and the features within the park?
›Can the user quantify their experience in time or distance?
›Are there intergenerational activities?
arts and CUltUre
The City of Jacksonville wants to ensure its park users have the opportunity to experience new and
engaging opportunities in their parks and civic spaces. This can be done through unique programming,
unusual material use, unique facility development, or unique site plan layout. Each of these factors
contribute to the overall users ability to experience something that is unique to Jacksonville . Each of the
following factors were evaluated:
›Are there park features present that are only provided in this park?
›Are features something that celebrate the city?
›Is there an experience that a user can get in Jacksonville and not nearby?
›Does the feature highlight what makes Jacksonville dierent?
eConomiC develoPment
Throughout the engagement process participants highlighted the importance of economic development
within its recreation and parks. There is a strong desire to not only have oerings that encourage people
to visit the City of Jacksonville, but more importantly, nd ways that keep Jacksonville residents living,
working, and playing in their own City.
›Are there features unique to the area?
›Does the Park oer something you cannot get somewhere else?
›Are the features new or old?
›Is there an opportunity for a unique special event or vendor?
City of Jacksonville
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ConneCtivity
Ensuring the community is connected and allows users to easily access a park or facility has been identi-
ed as a key value for the community. This part of the assessment evaluated connectivity within the park,
to and from the park, and what resources are available that allow users to use alternative transportation.
The greenways evaluation section of this report will go into greater detail regarding the overall city-wide
greenway system. This portion of the assessment examined:
›Is there nearby transit?
›Is there a community greenway connection to the park and are there contiguous sidewalks to
connect to park entrances?
›Are there proposed greenway connections?
›Is the park internally connected?
›Can you get from amenity to amenity within large and small parks?
›Is the surface and width accessible?
›Do you know where you are in the park and/or Jacksonville ?
›Do you know how long it might take you to walk a trail?
City of Jacksonville
Trails and Pedestrian
Map
ConneCtivity
Two Jacksonville area greenway studies provide connectivity
information that inuence the overall Recreation and Park
system:
›The Paved Trails Feasibility Study (underway)
›NCDOT US 17 Corridor – Vulnerability User Study,
2021
Both of these study areas are noted on the recreation access
map as identied “gap” areas for Recreation and Parks
services. Both studies do, and will, help to ll these gaps by
identifying ways to improve connectivity and access to recre-
ation and park services within the City. City of Jacksonville identied routes from
the 2021 NCDOT US 17 Corridor Vulnerability
User Study
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ConneCtivity - BlUeWays
The City of Jacksonville has access to numerous waterways and connectivity to locations throughout the
City. There has been progress in communicating the opportunities for access to water based recreation
with the inclusion of the interactive Jacksonville Blueways map and route information: https://storymaps.
arcgis.com/stories/05d27440052d4bcf9ee27914b3a9f481
This along with paddle kiosks at several City park locations is a start improving knowledge of and access
to the many natural and recreational resources within the City limits. Furthering the communication on
recreation and parks website will start to inform users of the opportunities that exist.
Phillips Park Blueway Loop Northeast Creek Park Blueway Loop and Paddle Kiosk
City of Jacksonville
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Overall Jacksonville Park Locations
Recreation + Parks Master Plan
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Jacksonville Facilities Overview
23
Branchwood Park
Size:
4.03 Acres
Hours:
7:00am-9:00pm
Address:
305 Audubon Road
Highlight of Existing Features Quantity
Playground * 1
Picnic Shelter 1
* Sand surface playground
Branchwood park entrance, no parking or sidewalk Nice open space area for the neighborhood
Recreation + Parks Master Plan
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eqUity
This park primarily serves the neighborhood in which it is located. There is no parking or vehicle
turn around, and during public input sessions most participants were not aware there was a park
located in this area. Information on this park is not available on the Recreation and Parks website.
There are not sidewalks within the park and it is primarily a passive neighborhood park and open
space area.
Conservation and resilienCy
The park site provides access to open space and helps to preserve a tree canopy. There is a
adjacent drainage way and providing this open space helps with stormwater and transitional uses
of residential, commercial, and the adjacent Jacksonville Parkway.
health and Wellness
The park offers access to passive open space.
arts and CUltUre
There is not currently any park feature provided that reflects Jacksonville arts or culture.
eConomiC develoPment
The access to open space from nearby residential and commercial areas helps with long term
value.
ConneCtivity
This site currently has poor connectivity. The park has minimal identification, is not currently
connected to the sidewalk system, and there is no internal park connectivity around the park or to
the features within in. The playground surfacing does not meet best practices for fall attenuation
(sand) or access.
oPPortUnities
There is an opportunity to improve park access to this site which would not only improve user
connectivity, but also park equity. Health and wellness opportunities would improve by providing an
internal park loop trail or sidewalk, connectivity to adjacent commercial, and links to the existing
sidewalk system on Branchwood Drive. In the future, there is also an opportunity to connect
to the larger park system via Jacksonville Parkway should any pedestrian connections be made
along the Parkway. It is a very short distance to Jacksonville Commons Complex which also has a
signalized light at Western Boulevard and Gateway Drive. This could connect several neighborhood
households to a primary park resource via greenway trail.
Branchwood Park
THEMES N S C
EQUITY
CONSERVATION & RESILIENCY
HEALTH AND WELLNESS
ARTS AND CULTURE
ECONOMIC DEVELOPMENT
CONNECTIVITY
City of Jacksonville
INVENTORY
25
Brook Valley Park
Size:
3.43 Acres
Hours:
7:00am-9:00pm
Address:
350 Estate Drive
Highlight of Existing Features Quantity
Parking Area
Playground (sand & safety
surface) 1
Picnic Shelter 1
Trail- Paved
Nice Park Features, not connected via trail or sidewalk
Park Signage is difcult to see
Recreation + Parks Master Plan
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eqUity
This park has vehicular access from Estate Drive, along with parking to get to the playground and
picnic shelter, and for pedestrians via the greenway on River Street. Information on this park is
not available on the Recreation and Parks website. The playground is one of the few that has
improved safety surfacing, however, there is not an accessible route from the parking area to the
playground or nearby seating and shelter.
Conservation and resilienCy
The park site provides access to open space and helps to preserve a tree canopy.
health and Wellness
The park offers access to open space, play, and the greenway trail.
arts and CUltUre
There does not appear to be any reflection of Jacksonville arts or culture. There is an opportunity
to celebrate the connectivity through the greenway.
eConomiC develoPment
This site maintains open space in a residential neighborhood.
ConneCtivity
The paved multi-purpose trail, Henderson
Greenway, from River Street provides access
to the park from the adjacent neighborhoods.
Signage and a curb ramp on each side of
River Street would improve knowledge of
this park and access to it along with internal
park sidewalks, signage, and access to park
features. There is no information on the
website regarding park hours.
oPPortUnities
There is an opportunity to better connect this park
through signage, material selection, trail improve-
ments, internal park access, and information on
the City website.
Brook Valley Park
THEMES N S C
EQUITY
CONSERVATION & RESILIENCY
HEALTH AND WELLNESS
ARTS AND CULTURE
ECONOMIC DEVELOPMENT
CONNECTIVITY
Safety surface playground, no ADA connection
City of Jacksonville
INVENTORY
27
Georgetown Park
Size:
6.13 Hours:
7:00am-9:00pm
Address:
260 Georgetown Rd.
Highlight of Existing Features Quantity
Basketball 2
Fitness Stations along trail Y
Multi-Purpose Field 1
Parking
Playground (partial safety surface) 1
Picnic Shelter 1
Restrooms (new) Y
Trail- Paved .32
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eqUity
This park has vehicular and pedestrian access, is located within a neighborhood, and adjacent to
Onslow County resource buildings. It is owned by Onslow County, but operated and maintained
by the City of Jacksonville. It has also received recent park updates.
Conservation and resilienCy
The site maintains open space and vegetation in an area near the confluence of the west and east
fork of the New River, for this reason it has high conservation value to be maintained as a park.
health and Wellness
The park offers active and passive recreation opportunities, intergenerational offerings, and fitness.
arts and CUltUre
The site does not have any materials, signage, or arts and cultural pieces that celebrate the
character of Onslow County or the City of Jacksonville
eConomiC develoPment
This site is situated amongst many county resource buildings and could serve as an opportunity to
educate visitors about City and County Park resources.
ConneCtivity:
The site has vehicular and pedestrian connectivity to the site, and an internal paved trail loop
connecting many of the site features. As with other park sites, not all features are internally
accessible. The park also still has soft/sand surfacing for some of its play features.
oPPortUnities
There is an opportunity to continue the connectivity internally by linking sidewalks and trails. There
is also opportunity to convert sand surfacing at older play areas to accessible safety surfacing. The
fitness trail is a great addition to this park and could benefit from shade structures and/or shade
trees along the sunny side of the trail, and lighting to extend use after work hours and during the
day.
Overall this park is consistent with others in the system in needing signage and online information on the
City website.
Georgetown Park
THEMES N S C
EQUITY
CONSERVATION & RESILIENCY
HEALTH AND WELLNESS
ARTS AND CULTURE
ECONOMIC DEVELOPMENT
CONNECTIVITY
City of Jacksonville
INVENTORY
The park has received updates including partial playground surfacing and paved trail
The adjacent neighborhood is connected via trail, there is no identication signage
29
Georgetown Park
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Jack Amyette Park
Size:
6.33 Hours:
7:00am-9:00pm
Address:
1825 South Drive
Highlight of Existing Features Quantity
Baseball Field -Lighted 1
Basketball Courts - Lighted 2
open space area 1
Parking
Playground (safety surface) 1
Picnic Shelter 1
Recreation Center/Gymnasium 1
Restrooms (new) Y
Splash pad 1
Trail- Paved .5
Pickleball (indoor) 2
City of Jacksonville
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eqUity
This Park oers active and passive recreation, intergenerational features, and access to health and
wellness. It is adjacent to a school and situated within a neighborhood, and close to nearby commercial.
There could be greater access to shade trees to improve day use.
Conservation and resilienCy
The park offers open space in a densely developed area of the City. There could be incorporation
of shade trees.
health and Wellness
The site has a good balance of active and passive recreation activities.
arts and CUltUre
The site does not have any specific material usage, signage, or features that reflect the City
character.
eConomiC develoPment
The site has great diversity in uses and is situated in a good location for incorporating food trucks,
vendors, and/or community access to local vendors.
ConneCtivity:
The site is accessible via car, and partial sidewalks. Overall connectivity and fitness would improve
with a complete park loop trail. There is nearby access to city-wide bus services.
oPPortUnities
This site would benefit greatly with a completed park loop, potential for community bus access
directly to the center, and places for social engagement and gathering (shade sails and/or shelters).
near open space field.
Jack Amyette Park
THEMES N S C
EQUITY
CONSERVATION & RESILIENCY
HEALTH AND WELLNESS
ARTS AND CULTURE
ECONOMIC DEVELOPMENT
CONNECTIVITY
Recreation + Parks Master Plan
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Newer recreation center with gymnasium
Maintenance facility
Jack Amyette Park
Newer restroom facilities
Lighted basketball courts
Lighted baseball eld
Splash pad with seating (and shade in summer)
City of Jacksonville
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Jacksonville Commons Complex
Size:
66.86 Hours:
7:00am-9:00pm
Address:
100 Recreation
Lane
Highlight of Existing Features Quantity
Adult Center 1
Diamond Fields- Lighted 8
Basketball Courts - Lighted 1
Batting cages 2
Fitness trail 1
Gymnasium 1
Lake Y
Maintenance Area Y
Multi-purpose eld 1
Parking
Playgrounds * 1/1
Pickleball (2 indoor/ 1 outdoor) 3
Picnic Shelter 2
Restrooms Y
Sand Volleyball 2
Splash pad (future) 1
Tennis Courts- Lighted 8
Walking - Paved 1.4 miles
Playground areas need connections
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eqUity
Jacksonville Commons has multiple vehicular access locations, is located on a bus line, and has
multiple trail and sidewalk connections to and from the site. The park offers active and passive
recreation opportunities and has a balance of open space. This site serves as a central hub of
the park system largely due to the access to indoor recreation space at the Adult Center and
Recreation Center.
Conservation and resilienCy
The park provides access to open space and the outdoors with opportunity to increase shade
coverage and potentially serve as an education area for stormwater.
health and Wellness
The site offers a really good balance of active and passive recreation as well as opportunities
to recreate indoors. Several of the features are lighted extending usage for working community
members. This site also has many intergenerational offerings as well as individual recreation and
group recreation activities.
arts and CUltUre
There are not specific features, materials, or signage that reflect Jacksonville culture and arts. This
site does have more signage than many of the other parks that identify it as a Jacksonville Park.
eConomiC develoPment
This site has the potential to allow for local vending, food trucks, and the arts with temporary events and
programs due to its location and accessibility. It is the most well know park in the system. There is also
a missed opportunity to continue the trail from the park to nearby commercial areas along Western.
ConneCtivity:
Jacksonville Commons has multiple vehicular access locations, is located on a bus line, and has multiple
trail and sidewalk connections to and from the site. This site would benet greatly with improved internal
connectivity network around the buildings, a greater park loop, natural surface trails, signage and distance
information, and connection to commercial areas with crosswalks at Western and Gateway.
oPPortUnities
This site is a central hub. There is a wonderful opportunity to upgrade the playground areas, potential to
oer access to water via a splash pad, and improve internal and external connectivity. Some playground
surfaces need to be replaced to meet best practices and connected to walkways. This site would also
benet from having a unique feature. The Sports Tourism Market Study & Facility Opportunity Analysis
recommends adding at least 4 additional baseball fields to the Jacksonville Commons baseball/
softball fields to achieve a tournament-caliber baseball facility.
THEMES N S C
EQUITY
CONSERVATION & RESILIENCY
HEALTH AND WELLNESS
ARTS AND CULTURE
ECONOMIC DEVELOPMENT
CONNECTIVITY
Jacksonville Commons Complex
City of Jacksonville
INVENTORY
35
Adult Center and Recreation Center Lake Bittner
Lighted diamond elds Fitness trail
Commons tennis courts Commons Basketball
Jacksonville Commons Complex
Recreation + Parks Master Plan
INVENTORY
36
Jacksonville Landing
Size:
5.97 Hours:
24 hours
Address:
135 South Marine
Boulevard
Highlight of Existing Features Quantity
Boat Ramps 3
Boardwalk Y
Fishing Y
Parking Y
Restrooms Y
Stormwater education and pervious pavement
Partnership access to the river
Kayak vendor program at this site
City of Jacksonville
INVENTORY
37
eqUity
This site oers free public access to the River allowing for pedestrian, boat, and shing in partnership with
the City, Onslow County, and the NC Wildlife resources Commission. It is a good example of successful
partnership to provide access to local natural resources.
Conservation and resilienCy
The site offers preserved open space, permeable pavement with signage, the use of native
landscape, and LED lighting. These best practices should be celebrated and considered in other
locations throughout the City.
health and Wellness
This site is primarily accessed by car or boat. There is not shade and limited areas for seating if you are
going to enjoy the boardwalk area.
arts and CUltUre
The river itself and the view from this site really celebrate Jacksonville. It would be great if there were
signage and/or a vendor opportunity for boat rides from this area and a key piece of art.
eConomiC develoPment
This site has the potential to bring people from outside of the area to Jacksonville by serving as a
water access location. There should be signage and or connection to the downtown area from this site
promoting Jacksonville recreational oerings.
ConneCtivity: There is a sidewalk connection from the downtown area to the site, and an
accessible route to the boardwalk area and river. The bus route go by this area but there is not a direct
stop to this site.
oPPortUnities
This site can serve as an example for stormwater features for future park development. This site could
also benet from additional parking area shade trees. There is also an opportunity to connect users to
downtown either via vendor/boat or highlighted docking areas on the City side of the river.
THEMES N S C
EQUITY
CONSERVATION & RESILIENCY
HEALTH AND WELLNESS
ARTS AND CULTURE
ECONOMIC DEVELOPMENT
CONNECTIVITY
Jacksonville Landing
Recreation + Parks Master Plan
INVENTORY
38
Kerr Street Park
Size:
4.17 Acres
Hours:
7:00am-9:00pm
Address:
36 Kerr Street
Highlight of Existing Features Quantity
Baseball - Lighted 1
Basketball 1
Playground * 1
Recreation Center 1
Shelter 1
Tennis/Pickleball 2
Waterfront Access
*Sand surface
City of Jacksonville
INVENTORY
39
eqUity
This park is centrally located and has both vehicular and pedestrian access. There are active and
passive recreation opportunities for users on this site. The site has poor connectivity and is in
need of park updates. The baseball field on this site takes up the majority of the acreage and is
undeserving the population around it.
Conservation and resilienCy: There is great opportunity to upgrade and redo this site
to celebrate its location on the river and connect it to nearby parks creating a downtown recreation
hub. The area falls within a flood prone area and placing elements on the site to withstand future
flooding will help with long term resource protection.
health and Wellness
This site offers access to active and passive recreation, nature at the nearby river across the
street, intergenerational activities, and indoor access.
arts and CUltUre
This is one of two Jacksonville Parks highlighted on the African American Heritage Trail. This site
highlights Tyrone Willingham . This information is not currently linked on the website, however,
there is park signage and more information can be found at: https://www.onlyinonslow.com/
african-american-heritage-trail/ This information should be celebrated as a focal piece for the
area.
eConomiC develoPment
The location of this park in connection with other nearby parks have the potential to create a
waterfront destination that links open space, river, and commercial areas. The site currently is in
need of updates and does not draw visitors to the area.
ConneCtivity
The site is centrally located and can be accessed by car. The sidewalk systems stops short of
connecting the entire site, but you can get to individual features. Clearly connecting this site with
a continual loop path would greatly improve the overall site. There is park signage, educational
and identification, but as with other sites the park signage is not consistent from park to park with
in the system.
oPPortUnities
There is an opportunity to master plan and redesign this park to determine its highest and best
use putting in something that celebrates and highlights the history, neighborhood, and context in
which it is located within Jacksonville.
THEMES N S C
EQUITY
CONSERVATION & RESILIENCY
HEALTH AND WELLNESS
ARTS AND CULTURE
ECONOMIC DEVELOPMENT
CONNECTIVITY
Kerr Street Park
Recreation + Parks Master Plan
INVENTORY
40
Kerr Street basketball Kerr Street Shelter
Kerr street tennis/pickleball Kerr Street Recreation Center
Sand surfacing playground Kerr Street Baseball eld
Kerr Street Park
City of Jacksonville
INVENTORY
41
LP Willingham Waterfront Park
Size:
1.6 Hours:
7:00am-9:00pm
Address:
Kerr street
Highlight of Existing Features Quantity
Fishing Pier 1
Gazebo 1
Open Space 1
Parking Y
Waterfront views and access
Events area and garden
Access to seating, lawn, and gardens History signage along sidewalk
Park Area
Recreation + Parks Master Plan
INVENTORY
42
eqUity
LP Willingham Park has been recently updated and is well connected to the waterfront. It is the
start to linking incredible waterfront park opportunities to downtown residential and commercial.
There is shade, seating, open space, sidewalks and connection to the waterfront and downtown
area.
Conservation and resilienCy: This site maintains open space and connectivity in an
Urban environment. Additionally it maintains access along the New River.
health and Wellness: LP Willingham Park is a good balance of open space, passive
recreation, and connectivity. It promotes intergenerational use.
arts and CUltUre
This site is adjacent to Riverwalk Crossing Park which contains the Jacksonville Onslow economic
Development office, a rail-car, and shelter. It is well connected to the riverfront which highlights
area natural resources. There is potential to bring more arts and history to this area. This is also one
of two Jacksonville Parks highlighted on the African American Heritage Trail. This site highlights
Lillian Willingham. This information is not currently linked on the website, however, there is park
signage and more information can be found at: https://www.onlyinonslow.com/african-american-
heritage-trail/ This information should be celebrated as a focal piece for the area.
eConomiC develoPment
This is a prime example of connecting waterfront to park and business. It would be great to host
food trucks, markets, and continued events to highlight Jacksonville commercials resources, the
natural resources along the river, and the historical resources through art and partnership.
ConneCtivity
This is really well connected via sidewalk, on-street parking, streetscape, and seating. There is
nearby bus services and commercial areas. Directional signage begins to connect users to other
areas within the City. This could be strengthened by connecting all of the waterfront pieces via
trail connecting waterfront trails, the civil war trail, and African American Heritage Trail.
oPPortUnities
It would help users to continue signage improvements to show connection from the water front area
to the commercial area. This site can serve as the beginning link to a downtown park waterfront
space including Wilson Bay, Sturgeon City, Kerr Street, Riverwalk Marina, Riverwalk Crossing, and
connection to New River Park space adjacent to Onslow County Courthouse.
THEMES N S C
EQUITY
CONSERVATION & RESILIENCY
HEALTH AND WELLNESS
ARTS AND CULTURE
ECONOMIC DEVELOPMENT
CONNECTIVITY
LP Willingham Waterfront Park
City of Jacksonville
INVENTORY
43
Northeast Creek Park
Size:
82.81 Acres Hours:
7:00am-
9:00pm
Address:
910 & 911 Corbin
Road
Highlight of Existing Features Quantity
Ballelds, diamond- Lighted 2
Boardwalk /Fishing Y
Boat Ramps 2
Disc Golf Course 18 Holes
Fitness Course 1
Maintenance Building
Multi-Purpose Field 1
Nature Trails (cross country course)
Parking
Playgrounds - Inclusive w/surface 1
Picnic Shelter 2
Restrooms (one new 3 older) 4
Splash pad 1
Walking - Paved Y
Recreation + Parks Master Plan
INVENTORY
44
THEMES N S C
EQUITY
CONSERVATION & RESILIENCY
HEALTH AND WELLNESS
ARTS AND CULTURE
ECONOMIC DEVELOPMENT
CONNECTIVITY
Northeast Creek Park
eqUity
Northeast Creek Park is a larger park and has both older and newer features. The park is primarily
a drive to destination but has several residential areas within walking distance, and could become
more accessible if it were better connected.
Conservation and resilienCy
This site maintains open space, forested waterfront area, and wetland acreage along the New
River. It has high resources value to be maintained as a park.
health and Wellness
This site has a good balance of active and passive recreation but not great connectivity within the
park. Individual park features and connections to them could be improved to increase access to
improved health and wellness.
arts and CUltUre
This site is adjacent to the New River and has an incredible boardwalk and nature trail area that
could really highlight the natural resources that make Jacksonville unique.
eConomiC develoPment
This site has unique features, boating, disc golf, the splash pad and inclusive playground. There
is an opportunity to enhance this site as an area passive park destination. There is currently a
vendor locker for kayaks which is a great starting point to provide access to the river. There could
be other opportunities to bring the community and visitors to the site with park improvements.
ConneCtivity:
Northeast Creek Park has the unique opportunity to be connection via blueway, New River, greenway
(future), and car. It is surrounded by neighborhoods that cannot currently get to the park. If trail
connectivity improvements are made it could serve as a regional trail head for the blueway, and
greenway systems.
oPPortUnities
Northeast Creek Park has the potential to be an area passive park destination for picnicking, boating,
trails, disc golf, and access to nature. By providing greenway connections to the site, oering broader
vending access to park features, and improved educational and interpretive information the park could
increase use and service.
City of Jacksonville
INVENTORY
Playground Splash pad
Boating Access to the New River Kayak vendor access
Disc Golf Disc Golf Course
45
Northeast Creek Park
Recreation + Parks Master Plan
INVENTORY
46
Northwoods Recreation Center
Size:
.67 Acres Hours:
7:00am-9:00pm
Address:
621 Henderson Drive
Highlight of Existing Features Quantity
Basketball Court 1
Community Center 1
Open Space Y
Parking Y
Playground w/safety surface 1
eqUity: The recreation center provides indoor space adjacent to an elementary school in an
area surrounded by neighborhoods. It provides access to indoor recreation in an developed area
of the City.
Conservation and resilienCy: This site currently uses an older structure for recreation
opportunities.
health and Wellness: The recreation center provides access to indoor recreation in a
neighborhood setting
arts and CUltUre: This site does not currently have park features that celebrate Jacksonville,
arts, or culture. The programs within the recreation have the opportunity to do that.
eConomiC develoPment: This site provides recreation access in a developed neighborhood.
ConneCtivity: The site is nearby to Henderson greenway. Access to the school and Recreation
Center could be improved with sidewalk improvements and a direct connection to the regional
greenway.
oPPortUnities: This area is in need of access to larger open space areas and improved
pedestrian connections to existing parks.
THEMES N S C
EQUITY
CONSERVATION & RESILIENCY
HEALTH AND WELLNESS
ARTS AND CULTURE
ECONOMIC DEVELOPMENT
CONNECTIVITY
City of Jacksonville
INVENTORY
47
Phillips Park
Size:
9.13 Hours:
7:00am-9:00pm
Address:
150 Phillips Road
Highlight of Existing Features Quantity
Multi-Use Field 1
Fishing 1
Fitness/Obstacle Course 1
Playground (sand surface) 1
Picnic Shelter (older) 1
Restroom (older) 1
Recreation + Parks Master Plan
INVENTORY
48
eqUity
This park site is located in central Jacksonville adjacent to the Marine Boulevard Rails to Trail
Greenway (but not connected) and needs updates in almost all areas of the park. This Park was
highlighted in the previous master plan for updates and it is still in need of an overall master plan.
It has the potential to meet all theme areas for the City if redesigned.
Conservation and resilienCy
This site has high conservation resource value to due to it providing open space in the downtown
area and along the New River.
health and Wellness
This site provides much needed open space in a densely developed area. It would better serve the
population and park visitors through improved connectivity and assessment of park uses through
master plan efforts.
arts and CUltUre
This site has the potential to showcase Jacksonville though art, natural resources, connection to
commercial, and connection to the community wide greenway system. There is currently not a
celebration of Jacksonville arts and culture within this site.
eConomiC develoPment
Phillips park is situated in a commercial district and could directly connect to community offerings
via trail. There is also an opportunity to continue efforts to provide equitable access to the river
through vendor services for boating.
oPPortUnities
This site provides a unique feature with the fitness/obstacle course. It also is uniquely situated
along the river and near the community wide greenway. All of these elements could allow this site
to not only serve as a greenway trail head, but also a river access location. This park should be
master planned to determine the highest and best use as a central park location.
THEMES N S C
EQUITY
CONSERVATION & RESILIENCY
HEALTH AND WELLNESS
ARTS AND CULTURE
ECONOMIC DEVELOPMENT
CONNECTIVITY
Phillips Park
City of Jacksonville
INVENTORY
49
Picnic shelter near playground and parking Sand surface playground area
Phillips Park
Older Restroom on far side of Park Multi-purpose elds
Fitness/Obstacle Course Waterfront Access, seating, and shing
Recreation + Parks Master Plan
INVENTORY
50
Richard Ray All-American Park
Size:
19.49 Acres
Hours:
7:00am-9:00pm
Address:
1200 Commons Dr.
Highlight of Existing Features Quantity
Amphitheater 1
Gardens 1
Labyrinth within garden 1
Little free Library 1
Playground (safety surfacing) 1
Picnic Shelters 2
Trails (paved)
City of Jacksonville
INVENTORY
51
eqUity
This park has community access, intergenerational features, passive and active recreation components.
Most of the overall park information is found online. It has had recent updates and linked to the overall
Jacksonville Commons Park Complex.
Conservation and resilienCy
This park oers educational information on plants located in the state of North Carolina, access to open
space, and protection of tree canopy.
health and Wellness
This park provides a good balance of access to passive, active, and gathering spaces. It is intergenera-
tional through the features it provides.
arts and CUltUre
This site not only celebrates the person whom it is named after but oers several features within it that
connect users to north Carolina including the gardens, the playground shape, and the way each of the
features are connected.
eConomiC develoPment
This site is directly adjacent to the commercial corridor along western boulevard and neighborhoods
across western boulevard, however, sidewalk connections and greenway connectivity do not currently
link the two. Pedestrian crosswalks and additional greenway links could help create a direct connection.
Additionally, for events, allocating area for food vendors would oer opportunity for local business and
provide service access to park users.
ConneCtivity:
There are a variety of trail types: paved, natural, and tness. Additionally, it connects to the local bus
system and community greenway.
oPPortUnities
This park is very well connected and oers a variety of uses. The bathrooms on this site have been closed
both visits and is located far from the playground area. Improvements to the restrooms would help users
on this side of the park site. Additionally, connecting the overall complex across western via greenway
and pedestrian crosswalks would provide more equitable access to the overall park system.
THEMES N S C
EQUITY
CONSERVATION & RESILIENCY
HEALTH AND WELLNESS
ARTS AND CULTURE
ECONOMIC DEVELOPMENT
CONNECTIVITY
Richard Ray All-American Park
Recreation + Parks Master Plan
INVENTORY
52
Trail from parking area to playground & amphitheater Seating provided in many locations, not accessible
Shade and shelter nearby the playground Small community amphitheater
Educational garden signage Older restrooms
Richard Ray All-American Park
City of Jacksonville
INVENTORY
53
Riverwalk Crossing Park
Size:
1.56 Hours:
7:00am-9:00pm
Address:
421 Court Street
Highlight of Existing Features Quantity
Waterfront Access Y
Gardens and seating Y
Open Space Y
Little Free library borrow box Stage/shelter area
Lawn, walkway, seating, and gardens Connection to adjacent parks
Recreation + Parks Master Plan
INVENTORY
54
THEMES N S C
EQUITY
CONSERVATION & RESILIENCY
HEALTH AND WELLNESS
ARTS AND CULTURE
ECONOMIC DEVELOPMENT
CONNECTIVITY
Riverwalk Crossing Park
eqUity
Riverwalk Crossing Park has been recently updated and is well connected to the waterfront and
other downtown parks. It is the start to linking the parks along the waterfront to downtown
residential and commercial areas. There is shade, seating, open space, sidewalks and connection
to the waterfront and downtown area.
Conservation and resilienCy: This site maintains open space and connectivity in an
Urban environment. Additionally it maintains access to the New River.
health and Wellness: Riverwalk Crossing is a good balance of open space, passive
recreation, and connectivity. It promotes intergenerational use and is the host to several special
events and street festivals brining the community together.
arts and CUltUre
This site contains the Jacksonville Onslow Economic Development office, a rail-car, and shelter/
stage area. It is well connected to the riverfront which highlights area natural resources. There is
potential to bring more arts and history to this area. It also links to two Jacksonville Parks highlighted
on the African American Heritage Trail: https://www.onlyinonslow.com/african-american-heritage-
trail/ This information should be celebrated as a focal piece for the area.
eConomiC develoPment
This is a prime example of connecting waterfront to park and business, and celebrating local vendors
with street festivals and special events. This site could more regularly host food trucks, markets,
and continued events to highlight Jacksonville commercials resources, the natural resources along
the river, and the historical resources through art and partnership.
ConneCtivity:
This is really well connected via sidewalk, on-street parking, streetscape, and seating. There is nearby bus service
and commercial areas. Directional signage begins to connect users to other areas within the City. This could be
strengthened by connecting all of the waterfront pieces via trail connecting waterfront trails, the Civil War Trail,
and African American Heritage Trail.
oPPortUnities
It would help users to continue signage improvements to show connection to the water front area
to the commercial area. This site can serve as the beginning link to a downtown park waterfront
space including Wilson Bay, Sturgeon City, Kerr Street, Riverwalk Marina, Riverwalk Crossing, and
connection to New River Park space adjacent to Onslow County Courthouse.
City of Jacksonville
INVENTORY
55
Riverwalk Marina
Size:
.93 Acres Hours:
7:00am-9:00pm
Address:
15 Kerr Street
Highlight of Existing Features
The Riverwalk Marina features 14 rentable
boat slips, a kayak and canoe launch, a pump
out station, and covered gazebo with seating.
Future amenities will include a bathroom
facility and covered picnic shelter. There is
also a kayak rental kiosk for use.
Newly renovated marina area
Kayak rental opportunity
Recreation + Parks Master Plan
INVENTORY
56
eqUity
The newly updated Riverwalk Marina oers access to downtown Jacksonville and for the community to
access the river.
Conservation and resilienCy
This site provides river access and open space along the New River.
health and Wellness
This park oers an opportunity to connect the greater Jacksonville area to the river and waterfront area,
and allow visitors access to the City from the river.
arts and CUltUre
This site links to the greater downtown area including the African American Heritage Trail, the nearby Civil
War Trail and has access to many of the unique natural resource features located in and along coastal
North Carolina.
eConomiC develoPment
The Riverwalk Marina could connect users to and from downtown area commercial resources. Providing
bus connections, bikes, and/or a multi-use trail link to downtown restaurants and support services could
make this a blueway destination.
oPPortUnities
This is one of several downtown parks that can serve as a link connecting downtown waterfront space and
the downtown business area including Wilson Bay, Sturgeon City, Kerr Street, Riverwalk Marina, Riverwalk
Crossing, and connection to New River Park space adjacent to Onslow County Courthouse.
THEMES N S C
EQUITY
CONSERVATION & RESILIENCY
HEALTH AND WELLNESS
ARTS AND CULTURE
ECONOMIC DEVELOPMENT
CONNECTIVITY
Riverwalk Marina
City of Jacksonville
INVENTORY
57
Sherwood Forest Park
Size:
3.14 Acres
Hours:
7:00am-9:00pm
Address:
212A Nottingham Rd.
Highlight of Existing Features Quantity
Playground (sand & safety) 1
Picnic Shelter 1
THEMES N S C
EQUITY
CONSERVATION & RESILIENCY
HEALTH AND WELLNESS
ARTS AND CULTURE
ECONOMIC DEVELOPMENT
CONNECTIVITY
eqUity
Sherwood Forest Park primarily services the
neighborhood that surrounds it. Not many public
input participants knew there was a park in this
location. There is Parking, and the park can be
accessed through the back yards of surrounding
homes.
Conservation and resilienCy
This park provides shade and open space in a
developed area of the City.
health and Wellness
The park provides open space, shade, seating, and
picnic areas to community. There is not connectivity
between features.
arts and CUltUre: This park does not
currently highlight Jacksonville arts or culture.
eConomiC develoPment
The site preserves open space in an area that has been
developed.
ConneCtivity: This site is not connected via
trail or sidewalk, it can be access by car or walking
within the open space. It is not highlighted on the
facilities list on the City website but can be found
through shelter rental.
oPPortUnities
This site is serving the community that surrounds
it. It could better serve others outside for the
neighborhood with improved signage.
Access to the picnic shelter
Recreation + Parks Master Plan
INVENTORY
58
Sturgeon City Park
Size:
27.4 6
Hours:
7:00am-9:00pm
Address:
110 Loyola Drive
Highlight of Existing Features Quantity
Nature Center
Playground (sand) 1
Picnic Shelter 3
Trails (boardwalk and paved) Y
Sturgeon City Park
City of Jacksonville
INVENTORY
59
THEMES N S C
EQUITY
CONSERVATION & RESILIENCY
HEALTH AND WELLNESS
ARTS AND CULTURE
ECONOMIC DEVELOPMENT
CONNECTIVITY
Sturgeon City Park
eqUity
Sturgeon City Park oers access to the new River, the Civil War Trail, and nearby non-prot run Sturgeon
City Environmental Center. It is at the heart of the waterfront and within walking distance to Kerr Street
Park area. However, there is currently not a pedestrian link to get to the boardwalk and trail system via
Loyal drive which links them all by car. The sand playground area and picnic shelters are not all accessible.
Conservation and resilienCy
This site provides river access, education, and open space protection along the New River.
health and Wellness
This park oers an opportunity to connect the great Jacksonville area to the water and from the water.
arts and CUltUre
This site could link to the greater downtown area including connecting the Civil War Trail to the nearby
African American Heritage Trail, and the nature trails and boardwalks that exist on this site.
eConomiC develoPment
The Riverwalk Marina could connect users to and from downtown area commercial resources. Providing
bus connections, bikes, and/or a multi-use trail link to downtown restaurants and support services could
make this a blueway destination.
ConneCtivity
Sturgeon City Park could be connected to all of the nearby and adjacent downtown park sites including
Wilson Bay Park, the downtown Marina, and nearby Kerr Street Park. It is not only within walking distance
to each of these sites, but also located along Blueway routes that could be improved with additional
waterway access locations.
oPPortUnities
This is one of several downtown parks that can serve as a link connecting downtown waterfront
space and the downtown business area including Wilson Bay, Sturgeon City, Kerr Street, Riverwalk
Marina, Riverwalk Crossing, and connection to New River Park space adjacent to Onslow County
Courthouse. This site would also better serve users if there were a restroom available and/or direct
link to the adjacent and non-profit run Sturgeon City Environmental Education Center. Additionally,
as the playground is updated, including providing accessible surfacing, its location in proximity to a
restrooms should be considered. There are many educational resources along the trails, providing
a trail map online would make this site more accessible. Including educational information and
user information such as how long would it take to use the trail, trail maps at parking area, or QR
codes to link to this information all make this more accessible.
Recreation + Parks Master Plan
INVENTORY
60
Great shade and picnic area, no accessible route Adjacent Sturgeon City Environmental Education Center
Educational opportunities along the trail Playground needs updated surfacing and access
Nice trail network around the park Parking access but no trail link to adjacent parks
Sturgeon City Park
City of Jacksonville
INVENTORY
61
Wilson Bay Park
Size:
3.17 Hours:
7:00am-9:00pm
Address:
5 Bayshore Boulevard
West
Highlight of Existing Features Quantity
Bathroom Y
Playground (sand) 1
Picnic Shelter 1
River Access Y
Playground
Recreation + Parks Master Plan
INVENTORY
62
THEMES N S C
EQUITY
CONSERVATION & RESILIENCY
HEALTH AND WELLNESS
ARTS AND CULTURE
ECONOMIC DEVELOPMENT
CONNECTIVITY
Wilson Bay Park
eqUity
Wilson Bay Park oers access to the new River, open space, picnicking, and play. It is at the heart of
the waterfront and within walking distance to Kerr Street Park area. However, there is currently not a
pedestrian link to get to this park site and many did not know it was there during public input sessions.
Conservation and resilienCy
This site provides river access open space protection along the New River.
health and Wellness
This park oers an opportunity to get nearby neighborhood residents outside and to the waterfront.
There are intergenerational activities present on site.
arts and CUltUre
This site could link to the greater downtown area including connecting the Civil War Trail to the nearby
African American Heritage Trail, and the nature trails and boardwalks that are near to this site.
eConomiC develoPment
This site has the potential to link to many downtown waterfront sites.
oPPortUnities
This was largely unknown during public input sessions. It is a valuable park resource along the
New River and could link to the greater downtown area. The site could better serve more people
if it had a walking trail around the park, updated playground, bathrooms, and signage. This site
could also be a destination for boaters that are renting kayaks from the Kerr Street facility.
City of Jacksonville
INVENTORY
63
Waterfront access Picnic shelter with grills
Older restroom Access to the water front but no trails around the park
Sand surface playground Shade and passive recreation access
Wilson Bay Park
Recreation + Parks Master Plan
INVENTORY
64
THEMES N S C
EQUITY
CONSERVATION & RESILIENCY
HEALTH AND WELLNESS
ARTS AND CULTURE
ECONOMIC DEVELOPMENT
CONNECTIVITY
Woodlands Park
eqUity
Woodlands Park is primarily run by a partner association
and provides 7 multi-purpose grass elds. There is not a
trail linking both parking areas to the elds nor eld sign
identication. This site is located adjacent to a school
and surrounded by neighborhoods.
Conservation and resilienCy
This site preserves a large open space area that is
surrounded by developed residential
health and Wellness
This site oers primary access to multi-purpose athletic elds for the community and surrounding area.
It also is the primary open space access for the surrounding neighborhoods.
arts and CUltUre
There is not currently anything on site that celebrates Jacksonville arts or culture.
eConomiC develoPment
This site serves as a rst impression to the City and the Recreation and Parks system for users and
visitors. Updates to signage, connectivity, and art could help celebrate the City and system for st time
users.
oPPortUnities
Updates to signage, connectivity, and art could help celebrate the City and system for st time users.
Sponsor signage, having local vendors at events and tournaments, updating entry and access, play-
ground, and providing a walking trail with eld ID would all make this space more user friendly and
provide a positive rst impression.
Size:
32.28 Hours:
7:00am-9:00pm
Address:
300 Morgan Road
Highlight of Existing Features Quantity
Bathroom Y
Playground (sand) 1
Picnic Shelter 1
River Access Y
City of Jacksonville
INVENTORY
65
Parking area Parking area with sponsor information
Grass elds Access route to one area
Woodlands Park
Recreation + Parks Master Plan
INVENTORY
66
THEMES N S C
EQUITY
CONSERVATION & RESILIENCY
HEALTH AND WELLNESS
ARTS AND CULTURE
ECONOMIC DEVELOPMENT
CONNECTIVITY
Rev EW Wooten Park
eqUity
The park site oers access to active and passive recreation, shade,
and newly renovated restrooms and new playground features.
Conservation and resilienCy
This site provides open space protection and adjacency to the
regional greenway system
health and Wellness
This park oers an opportunity to get nearby neighborhood residents outside, connected to the regional
greenway system, intergenerational use, and social engagement.
arts and CUltUre
This site could highlight area resources due to its location and connection to the greenway system. This
really is an under identied asset.
eConomiC develoPment
This site has the potential to link to the regional greenway system and serve as trailhead and resting point.
ConneCtivity:
Rev EW Wooten Park has the potential to be really well connected. Interior park improvements and
connectivity, linking to and from the regional greenway, signage, and website identication could help
user access to this site and improve user experience. As with other park playground updates, the safety
surface and equipment updates better serve the users, however, there is not an access route to the play
area.
oPPortUnities
This park site was largely unknown during public input sessions. Its location on the regional
greenway could help it serve as a trailhead. Additionally, providing access from the park to the
greenway trail via trail links and signage would improve user experience.
Size:
32.28 Hours:
7:00am-9:00pm
Address:
300 Morgan Road
Highlight of Existing
Features Quantity
Bathroom (new) Y
Basketball (lighted) 1
Playground (sand) 1
Picnic Shelter 1
Greenway Access Y
City of Jacksonville
INVENTORY
67
Clear signage at the park but not leading to the park Picnic shelter with grills
Newer restroom New playground and surface, needs access to it
Rev EW Wooten Park
Older equipment and sand surface Opportunity for regional greenway connectivity
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68
Future Sports and Events Hub
aBoUt the fUtUre site-
from the reCreation + sPorts ComPlex develoPment Plan
The Jacksonville Recreation and Sports Complex is located in the northwest quadrant of the City of
Jacksonville at the terminus of Western Boulevard, the primary commercial corridor through the City. The
site is bound by single family residential on the north, east and south and the New River to the west. In
late 2022 the City of Jacksonville purchased the 400-acre vacant property with the intent of developing
the site to serve the recreational needs of the community , improve the City’s athletic infrastructure and
encourage regional tourism.
site history
The project site has an agrarian history as it was primarily used for timbering, with the most recent
harvest having occurred in 2017. Existing improvements made to the site are limited to electrical transmis-
sion lines, a sewer pump station, and unpaved access roads for the timber operations and maintenance
of the pump station and utilities.
fUtUre site Programming
City sta and the design team met to synthesize site conditions and community engagement data into a
list of highest and best uses for the site. The team considered all potential options, prioritizing those that
would be best suited for the community given opportunity and constraints. It was determined that the
best development opportunities for the site include:
›Indoor sports and event center
›Multi-use eld tournament complex
›Nature + adventure sports center
›Walking + bike trails
›Outdoor amphitheater
›Commercial recreation and entertainment
›Mixed-use commercial, hotel and residential development
›High- or medium-density residential.
Several plan iterations were crafted from the list of uses until a preferred development plan was identied.
Size:
400 AC
City of Jacksonville
INVENTORY
69
Overall Assessment Summary
eqUity
The City of Jacksonville has done a good job planning for and evaluating needs of its population. The
population growth places demand on the system making it even more important to have a structure in
place to provide equitable access to the resources within the system. The City identied the need to have
Park Hubs in its 2011 Park Master Plan with eventual linkage to these hubs. The City has done a good
job at starting this process, but needs to continue its eorts with resource distribution, specically within
the core of its jurisdiction.
Continuing to update facilities within its core will not only improve access, but also the overall perception
of visible public spaces in its core. There are many other features that can improve user access to the
parks. One key access improvement is communication online. Making sure information is available and
consistent. Also, the inclusion of power, solar charging stations, and wi within the system could expand
user access with improved access to technology. These community resources have come into higher
demand post pandemic so that communities can have access to information, work, and school within
public spaces.
Access to undeveloped space is also higher in demand. This increases the priority on future parkland, and
undeveloped park space that is usable. Many of the parks are developed to capacity. Opportunity exists
system-wide to convey information in parks and online so that all users have access to park information.
As improvements and upgrades occur it is important to address the demands of inter-generational needs.
By providing amenities such as seating, tness stations, and shade where none currently exists you can
expand access to multiple age groups and needs.
Many of the recommendations within the 2011 plan regarding internal park access and upgrades to meet
best practices in regards to playgrounds and picnicking still currently exist.
Conservation and resilienCy
Jacksonville has done a good job of preservation of resources and placing developed park amenities out
of areas prone to natural impact, staying out of oodplains and oodways, and maintaining vegetation.
There could be improved environmental practices by using native vegetation in planted areas, following
best practices for construction, providing reduced developed parkland in developable areas, and ensuring
all future parks follow a thorough master planning process.
Where these approaches have been done, the City should celebrate those practices by using these as
opportunities for environmental education. Future park development can include green infrastructure
such as pervious pavement, LED lighting, solar, sustainable materials, and stormwater BMP’s to help mini-
mize impact and maintenance demand.
Maintenance practices should also incorporate ways to reduce impact as part of their regular
evaluation tools management practices.
health and Wellness
The City has done a really good job over the years providing a variety of park resources including
community buildings, passive parks, active parks, and an active greenway system. The City’s growth and
unique demographic having a very young population places high demand on the need for access to these
resources. The majority of existing parks are built to capacity, and parks that have been in place for a
while are all in need of upgrades. Improving opportunities for internal connectivity, communication of
resources (in park and online), and oering varied amenities to existing features such as shade, seating,
and tness, adventure, and intergenerational experiences can improve and encourage active healthy life-
styles, and expand opportunity for use of park sites within the system.
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70
arts and CUltUre
One of the common themes that showed high demand during community engagement is a desire to
provide recreation oerings that celebrate the City of Jacksonville. This theme not only represents
park features unique to the City of Jacksonville, but also features that celebrate Jacksonville’s identity.
When conducting the site inventory we asked, “Is this park unit providing recreation resources unique to
Jacksonville?”, and, if not, “How can we make recreation and parks oerings celebrate Jacksonville?” Of
the 19 parks/neighborhood parks within the system, 8 of the parks provide features that have features
that are only found in Jacksonville and/or help to celebrate the community. As older existing parks are
upgraded, and newer parks are brought on line, the goal of providing arts and cultural resources that
celebrate Jacksonville should be incorporated and planned for.
eConomiC develoPment
Throughout the engagement process participants highlighted the importance of economic development
within its recreation and parks. There is a strong desire to not only have oerings that encourage people
to visit the City of Jacksonville, but more importantly, nd ways that keep Jacksonville residents living,
working, and playing in their own City. As the City begins to upgrade its older parks, there should be
consideration to providing park features that are unique to the population within the City providing adven-
ture recreation, family and intergenerational activities, and experiences and programs that encourage the
community and visitors to spend their time o in Jacksonville. Examining ways to include local vendors,
allocating space for park vendors to provide unique recreation oerings, and link public spaces for special
events can encourage users to not only use the parks, but also the nearby commercial resources.
ConneCtivity
There is high demand to have improved internal park connectivity and connectivity to nearby resources.
All older parks are in need of internal and external park trail and sidewalk improvements. Transit routes
should be evaluated to include nearby stops to larger park sites where they do not currently exist.
All parks could benet from improved in park and online communication and waynding. Information
presented should be universal, accessible, and located for improved user experience. Information should
include where you are in the park, where you are regionally, how long a trail is in mileage and time, and
what amenities are present. Many of the parks are in need of internal circulation upgrades to meet acces-
sibility guidelines.
City of Jacksonville
INVENTORY
COMMUNITY
72
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73
Community engagement is one of the most important components to the
success of the recreation and parks master planning process. The City of
Jacksonville committed to a robust engagement process throughout the
duration of this plan in order to ensure it is complete and representative of
the Jacksonville community. To do this, the City conducted engagement
in a variety of ways in order to ensure input and outreach were accessible
to the entire community.
TYPES OF IN-PERSON
ENGAGEMENT :
• Stakeholder Sessions
• Recreation and Parks Sta
Input
• Interdepartmental Input
• Recreation and Parks
• Advisory Committee
• Elected Ocials
• Public Open Houses
• Events
Recreation + Parks Master Plan
COMMUNITY
74
CommUnity engagement ProCess
The City conducted the following in person,
online, and mail out engagement opportunities.
To clearly communicate these opportunities for
participation a variety of sources were used:
email, notifications and posters at the parks,
information was presented on the news, radio,
newspaper, social media, and the City Website.
From all of these points of input and contact
with the community, we are able to find
common themes and start to understand system
strengths, and where within the recreation
and parks system there needs to be additional
resources to meet demand.
input Summary
Group Date Touchpoints
Monthly Team
Meetings
Monthly 12 (each month)
Stakeholder
Groups Open
House
07/20/23 19
Recreation
and Park &
interdepartmental
Sta Input
07/20/23
&
08/08/23
46
Recreation and
Parks Advisory
Committee
07/24/23 12
Elected Ocials 10/17/23 8
Public Open
Houses (4)
08/08/23 61
National Night Out 08/01/23 200+
Survey Responses
Statistically Valid mail out
Survey
416
Online Public Engagement
survey
307
Total: 723
inPUt methods
In order to clearly understand demand a variety
of methods were used at each location asking
the same information to help identify common
themes. The following input was requested from
the various groups:
Core Values
Each participant was given two dots to identify
what their organization or department priority
values were.
COMMON THEMES:
• Economic Development
• Health and Wellness
• Arts and Culture
40
9
12
30 25
City of Jacksonville
COMMUNITY
75
Strengths, Weaknesses and
Opportunities
Each participant was asked to place a sticky note
highlighting what they felt the recreation and
parks systems strengths and weakness were in
serving their department or organization. The
City also asked what opportunities they saw in
helping fulfill recreational needs.
Imagination Board
Participants were asked to dream big in helping
Jacksonville create a vision for its recreational
future. A blank imagination board was presented
to write any and all recreational ideas on the
board.
COMMON THEMES:
STRENGTHS WEAKNESSES OPPORTUNITIES
Beautifully
Maintained
parks
Arts Convention
Center/Indoor
Event Space
Supportive
Approachable
friendly
sta, great
team and
teamwork
Availability
of Programs
and Facilities
on evenings &
Weekends
Adventure Sports
(climbing, ninja
courses, etc.)
Good Variety
of Activities
and Programs
Convention
Center /Event
Space
Indoor Complex/
Fitness/Aquatics
Community
Events Lack of Indoor
Facilities Entertainment
Venue
Youth
Programs and
Services
Working with
ALL partners Sports Complex
Lack of Large
Complex
(indoor/
outdoor)
Trails (walking,
running, cycling)
Special Needs
Programs and
facilities
Inclusive
Programs
Water Park
COMMON THEMES:
• Pool
• Dog Park
• Splashpad
• Greenway
• Indoor Facility: Courts,
Fitness, Gathering
• Adventure: Climbing,
Ziplines, Ninja Trampoline
• Spor ts Fields/Complex
• Water Parks, Lazy Rivers,
Water Slides
• Inclusive Facilities and
Programs
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COMMUNITY
76
Recreation and Park Staff Survey
related to facilities and programs
A more detailed survey was presented to
recreation and parks staff and the recreation and
park advisory committee to gain more specific
insight on recreation and park programs and
facilities. Since most of the participants work
and play within the system daily, they were able
to give insightful information on needs, gaps in
services, and any trends within the community.
Where do you play map
The City wanted to get a better understanding
of where people were recreating and what parks
were most known to participants. This was a
great tool for not only getting input from the
community on facilities they used, but also
served as an outreach tool to let participants
know where parks and programs are within the
system.
POSITIVES:
Sta Pride
Sta Buy-In
Park Beautication
CHALLENGES:
Night and Weekend
Sta
Equipment Storage
Gratti
Vandalism
GAPS:
Arts
Special Needs
Teens
Marketing
Inclusive Programs
Night & Weekend
Programs
POPULAR
PROGRAMS:
Fitness
Trips
Athletics
Summer Camp
After School
Special Events
NEEDS:
Pickleball
Indoor facility space
Aquatics
Weekend and Evening
Sta
Sports Complex
Fitness and Adventure
COMMON THEMES:
• Jacksonville Commons
• Northeast Creek Park
• Sturgeon City
• Trails
• Wilson Bay
COMMON THEMES:
City of Jacksonville
COMMUNITY
77
Surveys Conducted by ETC
Institute
There were two sets of public surveys for
distribution. The first and primary set consisted
of a statistically valid survey through mail
out, it also could be completed online. The
second was a public, or open link, survey that
allowed community members to participate
even if they were not part of the statistically
selected group via mail out. The survey
response and demographics are representative
of the Jacksonville population. More in depth
methodology and findings are outlined in the
survey summary.
JACKSONVILLE RECREATION + SPORTS COMPLEX
MASTER PLAN
RECREATION + PARKS COMPREHENSIVE PLAN UPDATE
Jax Business CARD.indd 1 8/3/2023 4:25:39 PM
inPUt reCeived
Stakeholder session- Jacksonville
Station July 20th Drop in
The City asked for input from community area
stakeholders to help get a better understanding
of the needs of recreation and parks stakeholder
groups. Three points of input were requested:
input on core values, Strengths, Opportunities
and Weaknesses evaluation, and the opportunity
to better understand community goals and
preferences. Participants placed their 2 dots on
their highest priorities including:
Public Open Houses- Drop in and
Share Your Ideas - August 8th
(Various Locations and times)
• 10-12pm – Adult center, Commons
Complex
• 1 – 3pm –City Hall Foyer
• 5-7pm – Commons Recreation Center
• 5-7pm – Jack Amyette Recreation Center
We wanted to learn where people were playing
and recreating, along with what they we like to
see added to the recreation and parks facilities
and program offerings. In order to get the
most varied response we asked for two points
of input:
1. The Imagination Board where community
members could provide ideas and get
creative with what they would like to see
added.
2. We asked community members to let us
know where they were playing by placing
a dot on the parks map. This was a
beneficial session for input and outreach
to help communicate where current parks
are and inform of available programs
while getting input.
Recreation and Parks Advisory
Committee Engagement Session -
July 24th
This session offered the Advisory Committee
to give insight into the recreational needs and
trends they are hearing about. They gave
input on core values, strengths, weaknesses,
and opportunities, the lottery ticket, and staff
surveys.
COMMON THEMES:
Found in ETC Summary
Section
2023
Parks and Recreation Needs Assessment Survey
Findings Report
City of Jacksonville, NC
Recreation + Parks Master Plan
COMMUNITY
78
Common themes
The community engagement process yielded
incredible ideas, highlighted individual needs,
and provided creative ideas for the City of
Jacksonville recreation and parks system.
These input methods also allowed the team
to identified common themes and ideas. The
following are summaries of the individual input:
Recreation and Parks and
Interdepartmental Staff Input 7/24
& 8/8
This session offered staff the opportunity to
give input on recreational needs and trends.
They gave input on core values, strengths,
weaknesses and opportunities, the lottery ticket,
and staff surveys. These were very informative
sessions as they also revealed ways recreation
and parks services could improve through
interdepartmental collaboration and helped to
identify cross-over in programs and facilities.
Elected Officials – October 17th
This engagement session was presented as a
project update with an opportunity for input and
comments session during a regularly scheduled
council work session. It allowed the team to
give a summary of findings to date, offer an
opportunity for comment and input, and answer
any questions related to engagement to date.
National Night Out – August 1st
This proved to be a very valuable input and
outreach of recreation and park information
using the imagination board and the where
do you play map. Not only did the event yield
high input numbers due to a highly attended
event, but participants also varied in age and
gender. We heard from several teen groups,
children, elderly community members, special
populations, and young adults. The event ran
from 5pm-9pm and we had well over 200 points
of contact and input.
HERE IS WHAT WE HEARD:
• Economic Development,
Health and Wellness, and
Arts are top priorities!
• You have a great
Recreation and Parks Sta
that works together
• Indoor Space of all types
is a strong desire: tness,
events and meeting, and
athletics
• There is strong interest in
having more interaction
with water: pool, water
park, splash pad
• There are gaps in evening
and weekend programs
• Your community wants
adventure play and
recreation!
• Intergenerational recre-
ation and park programs
and facilities are desired!
•
City of Jacksonville
COMMUNITY
79
2023 City of JaCksonville, nC Parks and reCreation needs assessment
sCientifiC sUrvey
Purpose
ETC Institute administered a statistically valid needs assessment survey for The Jacksonville
Recreation and Parks Department during the summer months of 2023. The survey will help
determine parks and recreation priorities for the community and is reflective of the community.
Methodology
ETC Institute mailed a survey packet to a random sample of households in Jacksonville. Each
survey packet contained a cover letter, a copy of the survey, and a postage‐paid return envelope.
Residents who received the survey were given the option of returning the survey by mail or
completing it online at JacksonvilleSurvey.org.
After the surveys were mailed, ETC Institute followed up with residents to encourage participation.
To prevent people who were not residents of Jacksonville from participating, everyone who
completed the survey online was required to enter their home address prior to submitting the
survey. ETC Institute then matched the addresses that were entered online with the addresses that
were originally selected for the random sample. If the address from a survey completed online did
not match one of the addresses selected for the sample, the online survey was not included in the
final database for this report.
The goal was to collect a minimum of 400 completed surveys from residents. The goal was met
with 416 completed surveys collected. The overall results for the sample of 416 households have
a precision of at least +/‐4.8 at the 95% level of confidence.
The full survey findings can be found in the appendix, the following findings summarize the priority
findings using the Priority Investment Rating (PIR).
Summary
Priority investment rating – The priority investment rating is an objective tool to evaluate the
priority that should be placed on investments in parks and recreation facilities, amenities and
programs, especially as resources become available.
The priority investment rating combines measures of:
1. The importance residents place on certain facilities, amenities and programs and
2. How many residents have unmet needs for that facility, amenity or program.
Recreation + Parks Master Plan
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80
Top Priorities for Investment:
Based the Priority Investment Rating (PIR), the following parks/facilities were rated as high
Priorities for investment:
PARKS/FACILITIES:
• Swimming pools (PIR=177)
• Walking & biking trails (PIR=176)
• Indoor swimming pools/leisure pools (PIR=175)
• Nature center & trails (PIR=150)
• Green space and natural areas (PIR=126)
City of Jacksonville
COMMUNITY
81
Top Priorities for Investment:
Based the Priority Investment Rating (PIR), the following sports/programs were rated as high
priorities for investment:
SPORTS/PROGRAMS:
• Special events (PIR=195)
• Adult tness & wellness programs (PIR=182)
• Adult programs for 50 years and older (PIR=178)
• Water tness programs (PIR=158)
• Youth learn to swim programs (PIR=142)
• Outdoor adventure programs (PIR=123)
• Nature programs/environmental education (PIR=110)
• Adult continuing education programs (PIR=102)
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Priority Improvements:
The highest levels of support for potential improvements to parks and the recreation system,
based on the sum
Communication:
The primary sources to receive information regarding Jacksonville Recreation and Parks are:
City of Jacksonville
COMMUNITY
83
2023 City of JaCksonville, nC Parks and reCreation needs assessment
PUBliC oPinion oPen link sUrvey
Purpose
The team distributed the open link survey via public meetings, online, social media, and through
QR codes at parks and facilities throughout the City. This gave community members who were not
selected as part of the statistically valid survey an opportunity to participate.
PROGRAMS:
1. YOUTH LEARN TO SWIM
PROGRAMS (PIR= 189)
2. SPECIAL EVENTS, E.G.,
CONCERTS, MOVIES
(PIR=187)
3. ADULT FITNESS &
WELLNESS PROGRAMS
(PIR=179)
4. NATURE PROGRAMS/ENVI-
RONMENTAL EDUCATION
(PIR=167)
5. WATER FITNESS PRO-
GRAMS (PIR=166)
6. OUTDOOR ADVENTURE
PROGRAMS (PIR=158)
7. PROGRAMS FOR TEENS
(PIR=152)
8. ADULT PROGRAMS FOR 50
YEARS & OLDER (PIR=120)
9. ADULT ART, DANCE, PER-
FORMING ARTS (PIR=110)
10. ADULT CONTINUING
EDUCATION PROGRAMS
(PIR=107)
11. YOUTH ART, DANCE,
PERFORMING ARTS
(PIR=104)
PARKS/FACILITIES:
1. SWIMMING POOLS
(PIR=186)
2. WALKING & BIKING TRAILS
(PIR=175)
3. INDOOR SWIMMING
POOLS/LEISURE POOLS
(PIR=173)
4. NATURE CENTER & TRAILS
(PIR=130)
5. GREEN SPACE & NATURAL
AREAS (PIR=109)
6. SPLASHPAD/WATER PARK
(PIR=107)
7. OFF-LEASH DOG PARK
(PIR=100)
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ANALYSIS
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87
Analysis Methodology
All of the study findings and information presented in this report have contributed to the analysis
and will help guide the recommendations. Existing recreational resources, environmental conditions,
history, past plans, community and staff involvement, and how these findings compare to local,
state, and national trends will help formulate the recommendations. In order to help identify
common findings, all information was placed into a recreational resources matrix. Data summary
was compiled highlighting past plans and findings, and input results were charted to identify
common needs throughout the planning process. All of the factors contribute to the analysis of the
City of Jacksonville recreation system.
These cumulative findings are then compared to the 2023 National Recreation and Park Association
(NRPA) Agency Performance Review. According to the Agency Performance Review, The Review
summarizes the key findings from NRPA Park Metrics — the benchmarking resource that assists park
and recreation professionals in the effective management and planning of their operating resources
and capital facilities. Taken together, the 2023 NRPA Agency Performance Review and NRPA Park
Metrics deliver the most comprehensive collection of park and recreation related benchmarks and
insights. This is a national database of comparative analytics and allows the City to Benchmark
against current best practices and offerings in Parks and Recreation. These comparisons are then
evaluated against the City of Jacksonville Needs assessment to determine if a recreation and park
program or features is currently a priority for the Jacksonville Community.
The NRPA Agency Performance Review breaks down their national database findings by population
size, and in many of the results, offers guidance on whether metrics meet the median for a particular
finding, fall in the lower quartile, or upper the quartile. Again, these are best practices guidance
tools to help prioritize deficiencies and identify gaps based upon the cumulative information
evaluated.
The City of Jacksonville has a population of 73,330 and this number will
be used for the comparison and analysis portion.
The purpose of the analysis is to help prioritize gaps in services and help
plan for future community recreational needs. These eorts compare
the City of Jacksonville inventory and needs assessment to National Best
practices benchmarking in the NRPA 2023 Agency Performance review.
Recreation + Parks Master Plan
ANALYSIS
88
Facility Highlights
The inventory included all of the parks within the Jacksonville system. Below is the overview
of this inventory which highlights some of the in demand features from the Community Needs
Assessment.
Downtown Riverwalk Multi-use trail at Jacksonville Stations
City of Jacksonville
ANALYSIS
89
Park Demand
To understand overall park demand, NRPA
evaluates access to Parks using Parks per
resident by jurisdiction population and park
acreage per 1000 residents. Currently the City
of Jacksonville is serving 3859 residents per
park, the median number for the population is
2240, meaning Jacksonville has fewer parks
for its residents than the national average for
comparable populations.
Jacksonville is currently providing 3.8 acres of
developed parkland per 1000 residents, and
with the addition of future recreation acres
Jacksonville will be providing approximately 10
acres of parkland per 1000 residents. Both of
these numbers fall below the median acreage
of 11.2 acres per 1000 residents. The upper
quartile provides 17.3 acres/100 residents
and the lower quartile provides 5 acres/1000
residents.
Greenways and Trails
Demand for greenways, trails, blueways,
and connectivity ranked high for Jacksonville
residents during the Public engagement
process. According to the 2023 NRPA agency
report, the median miles of trail by jurisdiction
population of 50,000-99,999 provides 19 miles
of trail on average. The City currently meets
this median. Trails and greenways are a high
local, regional, statewide, and national trend.
Due to demand presented in this planning
process, the City should be conducting long
range planning to provide services that fit into
the upper quartile by jurisdiction population.
As presented in the 2023 Agency report this
is approximately 33 miles of trail, or greater.
It is also important to factor in water access
miles because of its location along the coast,
Blueways do not currently have a metric in the
database. However, the City has a very unique
opportunity to provide a recreational resource
not found in the surrounding areas.
Figure 1. 2023 NRPA Agency Performance Review
Figure 4. 2023 NRPA Agency Performance Review
Recreation + Parks Master Plan
ANALYSIS
90
Facility Level of Service Comparison
The 2023 report outlines the median number of residents served per population:
It is important to note in Figure
3, the City of Jacksonville falls
within the upper end of the
50,000, 99,999 population and
these metrics should serve as a
guide to growth. We evaluate
quantity, quality, and location
and compare to “All Agency”
and “50,000-99,999”and the
demand presented by the City
of Jacksonville residents in the
Needs assessment survey.
Facilities
In reviewing facilities within the recreation and parks system, several of the high demand features
currently fall at or below the median benchmark for populations of 50,000- 99,999.
›Swimming Pools were the number one feature requested. While there are currently none provided,
the City is in partnership with the YMCA to provide this resource within City limits. (median= 43100
residents/pool). It should be noted as the City continues to grow additional aquatic resources
should be examined.
›Playgrounds - Jacksonville is currently providing 16, however, only 7 of them meet accessibility
standards and therefore current services fall below the median currently oering 10,475 residents
per playground (median =3779 residents /playground)
›Dog parks also ranked high, there are currently none in the system. (median = 54,449 residents/
dog park)
›Baseball elds had a lower priority index rating in the needs assessment. It should be noted,
it is likely because you fall above the median national average (median = 7237 residents/eld).
Jacksonville currently has 12 elds, or 5237 residents are served/eld.
›Rectangular Fields/multipurpose elds had a lower priority index rating. The City is above the
national median of 17,000 residents/eld serving 10,475 residents per eld. However, the
distribution and access of these elds is challenging along with them not lling the demand for
economic development.
Figure 3. 2023 NRPA
Agency Performance
Review
City of Jacksonville
ANALYSIS
91
Indoor Space
Indoor Space ranked as one of the highest priorities for the City of Jacksonville. The City has done
a really good job with distribution and resources available to provide space. The City currently
serves residents with 6 facilities totaling 56,107 square feet. This total falls below the median for
individual facility types shown for a service population of 50,000-99,999
›Jack Amyette Recreation Center – 10,357
›Jacksonville Commons Recreation Center – 26,400
›Jacksonville Commons Adult Center – 7,000
›Jacksonville Youth Center – 6,500
›Kerr Street Recreation Center - 3,100
›Northwoods Recreation Center - 2,750
Facilities
Existing buildings do not meet the type of demand presented in the survey based upon the
priority index rating from the needs assessment. With population growth, this gap will continue
to increase. The type, quantity, and access to indoor space is in demand and below the median
presented.
There is overall demand for two types of space: large community gathering and performance
space, and indoor sports. They are not mutually exclusive as outlined above, but the demand for
each type of space is high.
Figure 5. 2023 NRPA Agency Performance Review
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ANALYSIS
92
Distribution Highlights
The inventory not only examined each facility and the features within each park space, but also
how those parks and features are distributed to provide access to recreation and park resources
within the City of Jacksonville. This helps determine where gaps may exist, and where demand
may be fulfilled when meeting the gaps identified in the needs assessment summary.
Access to playgrounds
Parks that have a connected trail or loop
City of Jacksonville
ANALYSIS
93
Access to rectangular elds
Access to splash pads
Access to indoor space
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ANALYSIS
94
Access to shing and boating
Access to features not found in other parks
City of Jacksonville
ANALYSIS
95
Expansion of and support features for the blueway system
Linking Park Hubs and Filling in gaps
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ANALYSIS
96
Specialty Recreation
The community input and needs assessment revealed there is strong interest in participating in
unique recreation opportunities. The ideas and responses were varied and presented a wide range
of ideas such as remote control and drone space, climbing, water adventure (kayaking, canoing,
paddling), multi-generational space and events, and indoor activities and walking. These are just
a few highlight. Where there are currently unique features, such as the gardens at Richard Ray
All American Park, and the splash pad at Jack Amyette and Northeast Creek park, and the boating
access locations, the spaces are in high use, well recognized, and continue to be in demand. More
of these opportunities need to be identified and provided as improvements are made:
Some of the features that are unique to this system are:
›Obstacle Course at Phillips Park and tness at Jacksonville Commons
›Adult Center
›Splash Pads at Jack Amyette and Northeast Creek Park
›Environmental and historic features on the waterfront
›Multiple riverfront and river access parks
›Gardens
›Disc Golf
›Kayak Rental kiosks
›Downtown Festival Space
›Access to indoor Pickleball
›Nature Walks at Sturgeon City and Northeast Creek Park
Gardens and Educational Features Splash Pads and Access to Water (photo by City of
Jacksonville)
City of Jacksonville
ANALYSIS
97
Staffing
A key component to facility and program
operations and expansion is the inclusion of
staff to provide park services identified as a
need, or are currently in demand. The City
of Jacksonville parks services offerings are
strongly supported by its residents and they are
supportive of the quality and types of services
provided. There is a high level of satisfaction
with facilities and strong desire to grow park
offerings and programs.
FTE’s are typically measured by the population
they serve, for example the typical parks and
recreation agency with a population of 50,000-
99,999 has a median of 75.8 FTE’s. Currently
Jacksonville Recreation and Parks has 51
FTE’s split between Recreation (22) and Parks
(29). The cumulative number falls below the
national median of comparable systems, and is
just meeting the lower quartile of 46.
The demand for recreation and parks services
is high, including demand for after school and
evening programs, more special events, night
and weekend access to recreation and parks,
and specialty services such as nature, adventure, adult, and special needs programs and facilities.
Staffing will need to be evaluated in comparison to level of service and growth of the recreation
and park system.
Figure 10. 2023 NRPA Agency Performance Review
Using the ndings in this process to
determine the need for services,
and the gaps in services, will help
the City continue to address staff
demand needs.
Graphic Source, NRPA Agency Performance Review process graphic.
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98
Programs
The Recreation Department offers a wide variety of programs ranging
from sports leagues to adult programs, specialty programs, and
special events. They cover a wide age range and program types
to best service the population. The needs assessment supports the
success of the programs offered and high demand for more. The
types of programs highlighted in the needs assessment would require
additional staff hours not only during regular work day hours (9am-
5pm) but likely during evenings and weekends. In addition to the
interest in increased access to programs on evenings and weekends,
the community needs assessment revealed strong interest in increased
access to specialty programs (recreation special events such as movie
nights, runs, and holiday programs), nature and adventure programs,
and wellness and fitness.
All of these programming services require increased work hours. There
is currently a gap in staff full time equivalents (FTE’s) and demand
for programming services. In order to meet demand presented for
programming and expansion of program services, consideration will
need to be given to increased access to additional programming staff,
specialty programming staff, partnership programs, and the potential
for some of these recreation services to be provided by vendors.
It should also be noted that as more recreation facilities are provided,
program support for those parks and features may also be needed for
success service offerings.
NEEDS ASSESSMENT
PROGRAM DEMAND
HIGHLIGHTS:
1. YOUTH LEARN TO SWIM
PROGRAMS (PIR= 189)
2. SPECIAL EVENTS, E.G.,
CONCERTS, MOVIES
(PIR=187)
3. ADULT FITNESS &
WELLNESS PROGRAMS
(PIR=179)
4. NATURE PROGRAMS/ENVI-
RONMENTAL EDUCATION
(PIR=167)
5. WATER FITNESS PRO-
GRAMS (PIR=166)
6. OUTDOOR ADVENTURE
PROGRAMS (PIR=158)
7. PROGRAMS FOR TEENS
(PIR=152)
8. ADULT PROGRAMS FOR 50
YEARS & OLDER (PIR=120)
9. ADULT ART, DANCE, PER-
FORMING ARTS (PIR=110)
10. ADULT CONTINUING
EDUCATION PROGRAMS
(PIR=107)
11. YOUTH ART, DANCE, PER-
FORMING ARTS (PIR=104)
City of Jacksonville
ANALYSIS
RECOMMENDATIONS &
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101
Community Priorities
The analysis was guided by the priorities of the Community, how the current recreation and park
services respond to those priorities, and how can the individual service offerings improve to meet
demand.
The City of Jacksonville has followed best practices in planning for and
providing services to address recreational needs. As with previous
planning eorts, there have been opportunities in this process to give
input in person, through satisfactions surveys, through community
input session, and as a part of the Comprehensive Recreation master
plan updates to understand what is working well in the system and
where gaps may exist. This input, along with the inventory and analysis
ndings, has allowed the City to identify immediate (0-2), Near term (3-
5), and long term (6-10) goals in order to best meet the recreation needs
of its community.
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102
Aligning the Department with Community Priorities
Economic development
There are several opportunities to bring park users to commercial, and commercial vendors to
the parks. This should start with the park hubs. By providing a space food trucks, local vendors,
and farmers markets you bring commercial identity to your park users. Likewise, by offering
connectivity through signage, trails, sponsorships, and events, you bring park users to your local
commercial service providers. There is a direct opportunity to do this in all of your park hubs.
All of your parks can serve as a support to economic development by providing open space, access,
and connectivity. All of these things should be done through the lens of first impressions. You
want to not only best serve your users, but also have them continue to come back and use your
system.
There is an opportunity to create destination park spaces through unique features, large indoor
and outdoor event venues, partnerships with private providers, and tournament and event level
components as identified in the Sports Tourism Market Study & Facility Opportunity Analysis.
Health and Wellness
Health and wellness is a key priority to your community and can largely be improved with access.
Improving access through connectivity and increased hours of operation will better serve the
recreation population. A number of recreation programs are offered within the system to meet
this need, but expanding age groups, locations they are offered, and hours will help meet demand.
Additionally, making all of your parks better connected will improve overall health of all users, and
in some cases, encourage users to come to the park.
Arts and Culture
There is so much that makes Jacksonville Unique, its population, its connection to the Military
bases within it, the natural resources present, and its historic events and people. All of these
things exist and should and can be highlighted in the park system through art, signage, material
selection, access, and helping tell the story online and in person.
Connectivity
There is strong desire to have a connected community. This means not only physically connected,
but also through hours, programs, and events. As the City moves towards implementation of facility
and program recommendations, the focus should be how can we make this park user friendly, and
how can we bring our community together? This will help guide connectivity priorities, program
needs, park designs and features, and staffing needs.
Conservation and Resiliency
Jacksonville has been practicing conservation and resiliency many different ways, one is by placing
park services out of high impact areas. This approach should continue, not only to protect recreation
infrastructure, but also to serve as a resiliency tool for the larger community. Where possible,
materials, designs, and new features should always ask, ‘what is the least impactful solution?”
Jacksonville is doing some really wonderful things for conservation and resiliency, these need to
be celebrated to serve as an educational tool for the community. Features such as the 200+ acre
conservation land, the partnership and design of Jacksonville Landing, and Sturgeon City all should
be highlighted as environmental Park resources.
City of Jacksonville
RECOMMENDATIONS AND ACTION
103
key faCility reCommendations
Key Recommendations
Economic
Development
Health and
Wellness
Arts and
Culture
Connectivity
Conservation
& Resiliency
Equity
Redevelopment and Connection of Key Downtown Parks:
›Phillips Park - Master Plan
›Kerr Street Park - Master Plan
Connect the Downtown Park via trail: Wilson Bay,
Sturgeon City, Kerr Street, Marina, and LP Willingham to
downtown and Riverwalk Park
Expand upon the downtown Jacksonville Blueway Trail
Provide Event space that supports music and
performances
Update Park Identification Signage and wayfinding and
provide compatible information online (names, hours,
locations)
Continue to improve Park “Hubs” (Northeast Creek
Park, Jacksonville Commons Complex, Future Sports
and Events Hub, and Downtown Parks) to address
recreational access gaps between those hubs
Update Playgrounds to meet best practices including
access to play features and the surfacing underneath
them, focus on hub areas as larger destination play
spaces including Jacksonville Commons and the
downtown area.
Add more Trails to the system, specifically Internal Park
connectivity and loops
Provide opportunities for Adventure Recreation and
unique park features:
›Climbing
›Ninja and/or obstacle
›Additional splash pad(s) in hub location(s)
›Remote control course/drone zone
›water and nature features such as kayak launches,
hiking/natural surface trails, and outdoor tness
platforms (yoga, tness, etc.)
Equity
While equity did not rank high as an individual theme, public input revealed universal and ADA
access is high priority. While this is only one aspect of equity, it should be considered with
all existing and new park elements. How can park features be universally designed to serve
community members of all abilities?
Recommendations also include ensuring services are equitably provided with hours, physical
access, condition, and distribution. These are highlighted in the recommendations.
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key faCility reCommendations
Key Recommendations
Economic
Development
Health and
Wellness
Arts and
Culture
Connectivity
Conservation
& Resiliency
Equity
Add 1-2 dog parks to your system in different locations
within the system, preferably at or near one of your park
hubs.
Bathrooms: Continue to update bathrooms, specifically
in Park hubs, and then in smaller parks between the
hubs.
Look for features and programs that support family and
intergenerational activities
First Impressions – system wide parks are maintained to
a high quality, however, many of the features within them
are dated. Equity and access involve ease of use and
perceptions of safety. When conducting maintenance
reviews staff should consider how they appear to a
new user when determining if they should keep older
features.
Universal Access should be included in all park design
decisions from the layout, to the support features, and
material selection to the individual features themselves.
ADA needs and new accessible park features were a high
priority during public input sessions. Elements as simple
as seating and shade, to access to indoor walking and
fitness, were requested.
Follow Economic Development opportunities for
Recreation tourism identified in the Sports Tourism
Market Study & Facility Opportunity Analysis. These
recommendations address needs within all of the
community themes. This should be a phased approach
and should include steps in the immediate, near term,
and long term.
›Indoor Sports & Events Center. Provide additional
Indoor multi-use space for athletics, gathering, and
tness
›Multi-Use Fields Complex With Lights.
›Tournament-Caliber Baseball Complex
›Identify Additional On-Site Amenity Options
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RECOMMENDATIONS AND ACTION
105
Recommended Sports Tourism Facility Opportunities –
1. Indoor Sports & Events Center: Victus has identified two (2) multi-use sports/event center
facility models for consideration by the City of Jacksonville: a) an approximately 100,000 to
120,000 square foot facility, similar to the Myrtle Beach Sports Center; or B) an approximately
150,000 to 160,000 square foot facility, similar to Rocky Mount Event Center. Although both
facilities could be used for sports and other event activity, the Myrtle Beach model is likely to
be cheaper to both build and operate, whereas the Rocky Mount model is likely to provide more
opportunities for non-sports event activity.
2. A. Multi-Use Fields Complex With Lights: Eight (8) full-sized multi-use fields with lights.
At a minimum, at least four (4) fields should be artificial turf. Although artificial turf fields
are typically more expensive to build than grass fields, they provide more reliability to event
organizers in terms of avoiding rain-outs, and they also provide significantly greater durability
in order to maximize overall usage on a daily basis by both local teams/organizations and
regional tournament organizers.
3. B. Tournament-Caliber Baseball Complex: It is recommended that a tournament-caliber
baseball facility could be achieved by adding at least 4 additional baseball fields to the
Jacksonville Commons baseball/softball fields. This capital investment would be significantly
less expensive than building 8 new fields at the future Sports and Events Hub.
Sports Tourism Market Study & Facility Opportunity Analysis
Recommendations:
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106
KEY OPPORTUNITIES:
• ATTRACT VISITORS FROM REGIONAL DRIVE MARKET
• LOCAL SUPPORT FOR ADDITIONAL SPORTS TOURISM FACILITY
DEVELOPMENT
• GENERATE NEW ECONOMIC IMPACT & GROW THE AREA’S
FAMILY-FRIENDLY BRAND
Recommended Sports Tourism Facility Opportunities Continued –
Additional On-Site Amenity Options: Depending on the available project construction budget,
the City could also consider the following potential enhancements:
›Indoor – Arcade, clip n’ climb, ninja course, golf simulator, etc.
›Outdoor – Waterpark, splash pad, zip line, adventure/ropes course, etc.
›General Site – Explore opportunities for on-site hotel, restaurant, and retail development to capture
economic impact from sports events
›Championship Stadium(s): For the potential outdoor rectangular eld complex and the ball diamond
complex.
›Indoor Track: There is also some demand for a 200-meter indoor track that could host regional
meets and be an indoor training amenity for a wide variety of local sports programs.
City of Jacksonville
RECOMMENDATIONS AND ACTION
107
ConneCtivity
Connectivity remains a high priority in the needs assessment and has the ability to address all of the
community themes identified in this process. There are two primary areas that need improvement
to meet this demand: internal park connectivity, and getting residents from neighborhoods to
parks, starting with park hubs. As connectivity priorities are established, trails should be provided
in areas that offer a) the greatest access to park hubs, and b) access within a park to make the
existing features more usable.
Park Connectivity:
All parks with sidewalks and trails need signage and wayfinding. Beginning to name and identify
these loops makes them more familiar and accessible. Park connectivity should start with the Hubs:
›Jacksonville Commons has a good start to internal access and connectivity, but needs to have
waynding, trail stamps, and an online map to help users understand location and distance of all
that is oered. This loop could be linked through the back of the complex creating a smaller loop
and link to Richard Ray All American Park. There is no information on the trail loop on the website.
›The intersection of Henderson and Western Boulevard should include a pedestrian crosswalk. This
route could provide recreational access to a large residential area currently not connected.
›Northeast Creek Park needs internal park connectivity, including a trail from the newly designed
play area and splash pad, crosswalk across the street, and trail to the park features within will make
this park more accessible. There is a good start with the boardwalk, sidewalks, and natural surface
trails, but these are not connected and there is no information on trails on the website.
›Externally, this is right next to a primary path on Hu drive but is not connected. Continue the
multi-purpose path from Meadowbrook Lane to the park and coordinate eorts with study that is
underway.
›Downtown Parks: individually Wilson Bay, Sturgeon City, and LP Willingham Park have access, Kerr
Street needs improvements, however, they are all adjacent and within the downtown district and
not connected. Each of these parks needs a map online, signage, and waynding. Kerr Street
could have a wonderful loop right downtown by the Marina. Externally, all of these parks should be
connected through a paved multi-purpose path, named, and identied as a downtown trail along
with the named and identied blueway trail system in place.
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RECOMMENDATIONS AND ACTION
108
Internal Park loops:
›Woodlands Park – While not a park hub, this facility currently serves as a rst impression to the
system because it is host to area wide traveling sports teams. This park is faced with vehicular
access challenges (no park identication to both parking areas), routing on google maps, and
internal signage needs. There is also not a paved multi-purpose path around this site. This would
not only better connect players and eld users to their destination, but also serve spectators with
an accessible route that does not currently exist. Also, this would promote health and wellness to
have a park loop around this site where many parents bring their children for practice.
›Rev Wooten Park- This is a wonderful park that could serve as a trail head with parking, restroom,
picnic shelter, etc. but at the park site you are not aware you are directly adjacent to a regional
trail, nor on the trail are you aware there is this park resource right next to you. These need to not
only be physically connected via trail, but can be better connected through art, signage, online map
availability, and naming of trails.
›Jack Amyette serves as a destination park because of the splash pad, recreation center, courts, and
baseball eld. This area has sidewalks to it but by providing a trail around it you not only increase
access to these features but promote activity on the site.
›Branchwood Park currently serves the neighborhoods it is adjacent to, there is no parking, sidewalks
into the park, or connectivity around it. It is a wonderful natural space but has the potential to
serve as a trailhead and link many residents to Jacksonville Commons should a greenway and
crosswalk be provided to the park along Jacksonville Commons Drive.
Redevelopment and include internal and external connectivity:
›Phillips Park
›Kerr Street Park
Streamline efforts with Community Wide planning:
City of Jacksonville identied routes
from the 2021 NCDOT US 17 Corridor
Vulnerability User Study
City of Jacksonville
RECOMMENDATIONS AND ACTION
109
Programs
The needs assessment survey and community input revealed there is strong support for the
programs the city is providing. The overwhelming response is there is support of the programs
offered, there is just demand for more of them and an increase in program variety and times offered.
The highest demand is for recreation and park special events such as movie nights, concerts, and
family oriented recreational activities. These are well supported and attended. Increasing special
event programming will require evaluation of staffing available to do so. Staffing availability is
limits programs that are and may be provided. It is recommended additional special events be
added to the schedule that allow for evening and weekend participation.
Key recommendations:
›Continue to grow special events oerings that support families and
intergenerational participation
›Grow nature and environmental education oerings internally and
through partnership programs
›Work with the YMCA on what they are and will be oering with the
new pool facility and communicate those oerings to the community
›Look for recreation vendors that can help provide adventure
recreation services such as kayaking, canoing, paddling, archery,
climbing, ninja course, etc.
›Oer adventure programming internally as sta availability allows
›Expand adult programs during evening and weekend hours and look
for continuing education partners such as the community college
and YMCA
›Work with teens to determine teen program preferences. There was
a strong desire from teens during input to have “hang out” space
that was allowed as a gathering space for teens.
PROGRAMS:
1. YOUTH LEARN TO SWIM
PROGRAMS (PIR= 189)
2. SPECIAL EVENTS, E.G.,
CONCERTS, MOVIES
(PIR=187)
3. ADULT FITNESS &
WELLNESS PROGRAMS
(PIR=179)
4. NATURE PROGRAMS/ENVI-
RONMENTAL EDUCATION
(PIR=167)
5. WATER FITNESS PRO-
GRAMS (PIR=166)
6. OUTDOOR ADVENTURE
PROGRAMS (PIR=158)
7. PROGRAMS FOR TEENS
(PIR=152)
8. ADULT PROGRAMS FOR 50
YEARS & OLDER (PIR=120)
9. ADULT ART, DANCE, PER-
FORMING ARTS (PIR=110)
10. ADULT CONTINUING
EDUCATION PROGRAMS
(PIR=107)
11. YOUTH ART, DANCE,
PERFORMING ARTS
(PIR=104)
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110
staff
As found in the community engagement and analysis, the demand for recreation and parks services
is high, including the desire for after school and evening programs, more special events, night
and weekend access to recreation and parks, and specialty services such as nature, adventure,
adult, and special needs programs and facilities. Jacksonville recreation and Parks currently has
51 (FTE’s) split between Recreation (22) and Parks (29), this cumulative number falls below the
national median of comparable numbers and is just meeting the lower quartile of 46.
Typical distribution of staff responsibilities within
those systems is as follows:
›Operations and Maintenance 46%
›Programs 30%
›Administration 17%
›Other 4%
›Capital Development 3%
The City of Jacksonville is also unique with their
staffing in that park services not only maintains
City Park facilities, but also citywide public spaces.
This places increased demand for park services staff
and illustrates the gap is actually greater in current
staffing levels and national median.
Two other key factors in the staffing review are: the
City’s desire to provide and compare to high end
services, and the need to consider staff for future
park development. The comparison table highlights
Jacksonville staffing levels to the lower quartile of
communities of similar size. In planning for the future,
and in order to provide high level of services, communities typically plan for meeting the upper
quartile for meeting levels of service.
The second key factor impacting staff evaluation is future park development and system expansion
to meet recreational needs and city growth. As more parks and components within those parks are
added to the system, they will require additional maintenance. In addition to that, these spaces
can also be served as additional resources for recreation programs. The addition of acreage and
park features will require further evaluation for additional staff. Some of these demands may be
accomplished through partnerships, private or non-profit recreation providers, and even in some
cases part-time staff, but the inclusion of staffing needs to be considered in the development of
future parks.
Figure 12. 2023 NRPA Agency Performance
Review
City of Jacksonville
RECOMMENDATIONS AND ACTION
111
The access to part time staff continues
to be limited as a solution, and in many
cases many full-time positions also remain
unfilled. According to a 2023 NRPA article
highlighting recreation staff trends, post
pandemic labor shortages have continued
in 2023 and it is anticipated this will
continue into 2024. (https://www.nrpa.org/
parks-recreation-magazine/2023/february/
workforce-development-trends-and-
opportunities-in-parks-and-recreation/) The
same article highlights real and perceived
gaps in recreation and parks staffing is the
result of several factors, but one key factor
is hiring with competitive wages. According
to the U.S. Occupational Outlook Handbook,
recreation workers’ median pay in 2021 was
$14.27 per hour, yet the number of jobs for
them is expected to rise 10 percent in the
next 10 years — faster than the average
for all occupations. The city will need to
examine ways it can be a competitive
employer beyond the hourly rate to attract
recreation service providers to its system.
Key recommendations:
›Set the City goal for stang: does the city want to meet the lower, median, or upper quartile for
stang in its recreation service oerings?
›Continue to evaluate level of service to determine the need to increase recreation and park sta to
meet current demand (FTE’s)
›Look for private recreation providers to oer some of the more specialized recreation services that
are in demand (climbing, archery, water sports, etc.)
›Use part-time sta where current trends show positions may be lled. If it is known that part-time
qualied and veried sta is not available in a certain area for recreation or parks sta, consider
lling that with an FTE position.
›Follow City best practices for lling employment with incentives beyond the paycheck. What and
why making working with recreation and park sta a benet to the employee?
Figure 10. 2023 NRPA Agency Performance Review
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RECOMMENDATIONS AND ACTION
112
land aCqUisition and Park redeveloPment
Jacksonville currently has 732 acres of parkland with 277 of those acres currently providing
recreation service offerings and recreational access. The remaining acres are either undeveloped
future park acres, or serve as conservation space for the community (455 acres). The majority of
the larger acreage parks serve as park “hubs” on the outer edges of the city with a collection of
parks in the City downtown area that serve as the downtown hub. The area between these hubs
are comprised of smaller neighborhood park features and small community buildings that primarily
service the areas immediately around them.
Best practices at the National level, NRPA, and at the state level (NCRPA) are both part of the
10-Minute Walk campaign, a national effort dedicated to improving access to safe, quality parks
and green spaces. The effort is led d by The Trust for Public Land (TPL). The goal of this campaign
is to ensure that each person in every US city has a park within a 10-minute walk.
According to NRPA, one and three Americans do not have a park within a 10-minute walk. That’s
a number totaling more than 100 million people. To better understand how Jacksonville is helping
solve this problem, distribution of parks was evaluated looking at access surrounding the park
using the 10-minute walk distance which equals ½ mile (2640 linear feet). The map identifies
gaps in this access either due to barriers such as no sidewalks or trails to easily get there, or lack
of park acreage within a particular community area. The inventory also looks at features within a
park and whether there is access to recreational needs once you are at a park site.
What this shows us is that improved access to park resources are needed in the south and east
part of the city, between the park hubs of Jacksonville Commons and Northeast Creek Park, and
between the park hubs of Jacksonville Commons and the future Sports and Events Hub. Park
access can be improved or added not only through an increase in park acreage, but also through
connectivity, and park redevelopment.
There are several areas that could improve recreational access through redevelopment/redesign:
›Phillips Park – Master Plan
›Kerr Street Park – Master Plan
›Connect: Wilson Bay, Sturgeon City, Kerr Street, Marina, and LP Willingham to downtown and
Riverwalk Park
All of these, aside from Phillips Park, are considered within the downtown hub. They are home to
one of your most unique features, the New river and its proximity to your downtown commercial
district. This entire area could meet every aspect of your community wide priorities and themes if
connected and designed in a way to celebrate the river, history, environment, arts and culture, and
if better connected. Phillips Park could be brought into the amazing downtown hub and resource
via blueway trail and multi-purpose trail connections.
City of Jacksonville
RECOMMENDATIONS AND ACTION
Access To Parks
10 MINUTE WALK RADIUS
= 1/2 MILE
GAPS IN PARK ACCESS WITHIN
10 MINUTE WALK ZONE
PRIMARY PARK CENTERS/
PARK HUBS
PRIORITY GREENWAY
CONNECTIONS
PRIORITY PEDESTRIAN
CROSSING
PROPOSED BLUEWAY ROUTE
114
aCtion items
Recommendations are placed into immediate (0-2), Near term (3-5), and long term (6-10) goals
in order to best meet the recreation needs of its community. Needs assessment and inventory
items that were present in the last Comprehensive plan, needs identified in all input sources,
and those that currently don’t meet best practices are in the immediate category (0-2years) .
Recommendations that are in high demand but may take longer to plan for are in the near term
category (3-5 Years). Recommendations that are newly identified, may take longer range planning,
or require partnerships and funding are in the long range (6-10 year) category.
Action Item
Immediate
Term
(0-2 Years)
Near Term
(3-5 Years)
Long Term
(6-10
Years)
Facilities- All Parks
Connectivity and Access
Update Park and greenway signage and wayfinding- make
consistent with online information (All parks and Greenways) X
Further develop the Downtown Blueway Trail X
Seek tour boat vendor to serve waterfront near downtown
commercial area X
Add kayak non-motorized boating accesses: Wilson Bay, Phillips
Park and highlight the accesses at Sturgeon City and Riverwalk
Marina
X
Add support features at these stop locations (restrooms, trails/
sidewalks into downtown) kayak lockers in primary location, and
or vending/vendors
X
Complete Internal Park Connectivity presented in opportunity,
start with Hubs X X X
Update features to ensure parks and the features within are
inclusive and accessible X X X
Ensure online information consistent and available with existing
park features X
At Hubs consider adding lighting and extend hours to increase
accessibility X X
Playgrounds
Update Playgrounds to meet best practices at Jacksonville
Commons and Downtown Hub park (Kerr and Sturgeon City-
include universal design component)
X
Remove equipment that has a high fall zone and doesn’t meet
safety surfacing or access standards X
Update playgrounds in redesign of parks (Kerr and Phillips) X
Provide access routes to playgrounds that have updated safety
surfacing X
City of Jacksonville
RECOMMENDATIONS AND ACTION
115
Action Item
Immediate
Term
(0-2 Years)
Near Term
(3-5 Years)
Long Term
(6-10
Years)
Plans and Features
Complete 3 Park Master Plans: Kerr Street, Phillips, and Downtown
Park Connector Plan X
Add dog parks to Park Hubs (2) X X
Update bathrooms in Park Hubs X X
Incorporate best practices for low impact design on future park
development and park improvements to existing parks. Follow
resiliency planning
X X X
Celebrate environmental best practices in the parks to serve as
educational opportunities X X X
Jacksonville Commons
Consider Creating a competitive Ballfield Complex by adding 4
fields X
Update play experience with playground, splash pad, ninja X
Celebrate conservation space through education and access X
Allocate space for a drone zone and/or RC course in one of the
Hub areas, Jacksonville Commons X
Future Sports and Events Hub
Ph.1 implementation, and on-Going Phased Development X X X
Incorporate Indoor Events and Athletic Space X X X
Multi-Purpose Field Sports Complex X X X
Outdoor Event Venue X X X
Family Recreation X X X
North East Creek Park
Create a Loop trail system connecting all features X
Expand and update disc golf course X
Update older restrooms X X
Include Climbing or adventure play X X
Highlight Community Waterfront and Boating Access locations X
Consider adding a dog park to this park hub X
Recreation + Parks Master Plan
RECOMMENDATIONS AND ACTION
116
Action Item
Immediate
Term
(0-2 Years)
Near Term
(3-5 Years)
Long Term
(6-10
Years)
Downtown Park Hub
Complete a downtown Park Plan to connect them and create a
hub, specifically update Kerr Street and Phillips Park Master Plans X
Add Restroom, Map, and connectivity at Sturgeon City - improve
partnership with adjacent facility X X X
Celebrate the history, local and state trails, and create a destination
on the waterfront X X X
Add unique play feature: splash pad, fitness, or arts walk X
Highlight downtown Waterfront and Boating Access locations and
add access to Phillips and Wilson Bay X
Other Park Action Items
Woodlands Park - Follow improvement recommendations for
“First Impressions” X
kayak/non-motorized Water Access added to Phillips Park, Wilson
Bay, and Sturgeon City X
Link Rev E Wooten Park to the regional trail system as a trailhead X
City of Jacksonville
RECOMMENDATIONS AND ACTION
117
Action Item
Immediate
Term
(0-2 Years)
Near Term
(3-5 Years)
Long Term
(6-10
Years)
Programs
Expand Special Events Programs X X X
Seek vendors and program partners for special events
expansion in the interim X
Identify potential Sponsors for key events and public spaces X
Create a friends of Parks or Park foundation to help expand
program budgets through non-profit partnerships X
Find Partner programs to help serve demand for environmental
education- Share the information of partner programs. X
Grow nature and environmental programming as additional staff
available X
Share information on YMCA and other partner program aquatic
offerings X
Seek additional private non-profit and or vendor partners to offer
trips and programs X
As facilities are available provide internal adventure recreation
programs X
As staff becomes available expand adventure programming X
Select most well supported programs to offer/extend options on
nights and weekends X
Provide information on partner programs offering continuing
education (community college and area clubs and organizations) X
As staff becomes available expand adult programming X
As more facilities are available diversify adult program opportunities X
Work with teens to establish a new program in the next fiscal
year X
Work to provide teen space in addition to programming X X X
Recreation + Parks Master Plan
RECOMMENDATIONS AND ACTION
118
Action Item
Immediate
Term
(0-2 Years)
Near Term
(3-5 Years)
Long Term
(6-10
Years)
Connectivity
Wayfinding All Parks and Greenways X X X
Create Trail Maps to be accessed online with distance and route
information: Jacksonville Commons, Northeast Creek Park,
Sturgeon City Park
X
Greenway Connections: Connect Northeast Creek park to Huff
Drive Trail, Multi-use greenway Connection from Jacksonville
Commons along Western to future Park
X X
Pedestrian Crosswalk at Western and Henderson Drive X
Connect Jacksonville Commons via Jacksonville Parkway to
Branchwood park area (residential to commercial to park) X
Internal Park Trails: Park Loops at: Jacksonville Commons,
Northeast Creek Park, and Downtown Park Connector (include
history!), and Woodlands
X
Internal Park Trails: Jack Amyette Park Loop, Connect Rev Wooten
Park to the Rail Trail. X
Branchwood to Jacksonville Parkway X
History Culture and arts should be highlighted on downtown
trails where present. This could be part of the downtown link
and identity. Name one trail and place focus on incorporating
history, art, and signage identity though materials, trail stamps,
art, seating, etc
X X X
Identify key elements in park hubs to incorporate art either
through signage, trail stamps, art pieces, or as unique features
(themed play equipment, art in fitness, use of art wraps on park
features, etc.)
X X X
Establish an arts in parks program that could rotate art from the
community along a major trail area and in key focal location X X
City of Jacksonville
RECOMMENDATIONS AND ACTION
119
Action Item
Immediate
Term
(0-2 Years)
Near Term
(3-5 Years)
Long Term
(6-10
Years)
Sta
Set an FTE goal (lower or median quartile) and the percentage
breakdown that will help meet recreation and park demands X
Add FTE’s in recreation and Parks to get staffing up to meet
current demand. New Recreation staff hires should help meet
special events and adult programming demand
X X X
As programs are added to the system add Recreation FTE’s to
meet programming need, in the area of Environmental programs
and Adventure Programs
X X X
As facilities are added to the system, and staff that can assist
with programming needs for these facilities (admin and/or
Capital Projects); Long term, FTE’s and Part time staff should be
considered
X X X
As parks are added to the system evaluate the need for additional
FTE’s to meet maintenance needs. Consideration of maintenance
space in the Sports and Events Hub should be included.
X X
Look for private recreation providers and partners to offer some
of the more specialized recreation services that are in demand
(climbing, archery, water sports, etc.)
X X
City should consider incentives for employment beyond the
paycheck. What and why making working with recreation and
park staff a benefit to the employee.
X X X
Land Acquisition
Connect park hubs via multi-purpose trail to meet gap between
Jacksonville Commons and Northeast Creek Park, this includes
trail identity, trail construction, crosswalks, and sigange
X
Current LOS using all park acreage is below national median,
total current acreage is 732 and national median would show 825
acres for this population range. Look for land to expand system
in gap areas to meet 10 minute walk
X X X
Add 102 acres to system to get close to national median in the
gap areas. At the 5 year mark evaluate population number to
existing acreage and update how Jacksonville is doing compared
to national median on land acquisition.
X X X
As community grows continue to fill gaps and update acreage
needs after 5 year review X X X
Fill gaps to meet 10 minute walk through trail connectivity. If
you are able to meet the 10 minute walk campaign, identify your
community and become part of the national database/campaign
X X
Fill gaps to meet 10 minute walk through park redevelopment X X
City of Jacksonville
RECOMMENDATIONS AND ACTION
add pedestrian
planning initiative
information here
Key Park Needs
GAPS IN PARK ACCESS WITHIN
10 MINUTE WALK ZONE
PRIMARY PARK CENTERS/
PARK HUBS
PRIORITY GREENWAY
CONNECTIONS
PRIORITY PEDESTRIAN
CROSSING
EXPANDED BLUEWAY ROUTE
DOWNTOWN WATERFRONT HUB
• CONNECT DOWNTOWN PARKS VIA TRAIL
• EXPAND BLUEWAY TRAIL & RESOURCES
• ADD VENDORS FOR RIVER TOURS AND
KAYAKING
• CELEBRATE THE ARTS AND HISTORY IN
THESE PARKS
• CREATE A WALKING TOUR MAP
• KERR STREET PARK MASTER PLAN
(REDO PLAYGROUND, ADD WALKING,
CELEBRATE HISTORY & NEIGHBORHOOD
SPORTS AND EVENTS HUB
• CONTINUE PARK MASTER PLAN
TO INCLUDE: INDOOR EVENT & FIT-
NESS SPACE, OUTDOOR ADVENTURE,
GREENWAY TRAILS, AND MULTI-PUR-
POSE FIELD COMPLEX
• CONNECTIVITY SHOULD BE INCLUDED TO
AND AROUND PARK
• INCORPORATE FAMILY BASED RECRE-
ATION COMPONENTS
• INCLUDE ARTS AND PERFORMANCE
COMMUNITY HUB
• CONSIDER ADDING BASEBALL FIELDS TO
CREATE A TOURNAMENT-CALIBER BASEBALL
FACILITY
• MAINTAIN THIS AS A CENTRAL PARK LO-
CATION FOR ACTIVE AND PASSIVE RECRE-
ATION
• UPDATE PLAY TO INCLUDE NINJA COURSE,
SPLASH PAD, & LARGE PLAYGROUND
• CREATE A TRAIL MAP AND CONSISTENT
SURFACE LOOP SIGNED AND CONNECTING
ALL FEATURES; CONNECT TO COMMERCIAL
ON WESTERN
NATURE PARK HUB
• CREATE A PARK LOOP TRAIL THAT CON-
NECTS BOARDWALKS, NATURE TRAILS, A
PAVED MULTI-PURPOSE TRAIL AND PRO-
VIDE A PARK TRAIL MAP
• UPDATE AND ADD TO DISC GOLF AT THIS
SITE
• CONSIDER DOG PARK AT THIS SITE
• EXPAND BOATING VENDOR
OPPORTUNITIES
• ADD NATURE PLAYGROUND
2023
Parks and Recreation Needs Assessment Survey
Findings Report
City of Jacksonville, NC
Contents
Section 1: Executive Summary.............................. 4
Section 2: Charts and Graphs.............................. 14
Section 5: Tabular Data...................................... 64
Section 3: Priority Investment Rating .................. 47
Section 6: Open-Ended Comments..................... 103
Section 4: National Benchmarks.......................... 55
Section 7: Survey Instrument............................ 109
1 Executive Summary
2023CityofJacksonville,NC
ParksandRecreationNeedsAssessmentSurvey
ExecutiveSummary
Overview
ETCInstituteadministeredaneedsassessmentsurveyforTheJacksonvilleRecreationandParks
Departmentduringthesummermonthsof2023.Thesurveywillhelpdetermineparksand
recreationprioritiesforthecommunity.
Methodology
ETCInstitutemailedasurveypackettoarandomsampleofhouseholdsinJacksonville.Each
surveypacketcontainedacoverletter,acopyofthesurvey,andapostage‐paidreturnenvelope.
Residentswhoreceivedthesurveyweregiventheoptionofreturningthesurveybymailor
completingitonlineatJacksonvilleSurvey.org.
Afterthesurveysweremailed,ETCInstitutefollowedupwithresidentstoencourage
participation.TopreventpeoplewhowerenotresidentsofJacksonvillefromparticipating,
everyonewhocompletedthesurveyonlinewasrequiredtoentertheirhomeaddresspriorto
submittingthesurvey.ETCInstitutethenmatchedtheaddressesthatwereenteredonlinewith
theaddressesthatwereoriginallyselectedfortherandomsample.Iftheaddressfromasurvey
completedonlinedidnotmatchoneoftheaddressesselectedforthesample,theonlinesurvey
wasnotincludedinthefinaldatabaseforthisreport.
Thegoalwastocollectaminimumof400completedsurveysfromresidents.Thegoalwasmet
with416completedsurveyscollected.Theoverallresultsforthesampleof416householdshave
aprecisionofatleast+/‐4.8atthe95%levelofconfidence.
Thisreportcontainsthefollowing:
Chartsshowingtheoverallresultsofthesurvey(Section2)
PriorityInvestmentRating(PIR)thatidentifiesprioritiesforfacilitiesandprograms
(Section3)
BenchmarkscomparingdatafromJacksonvilletonationalaverages(Section4)
Tabulardatashowingtheoverallresultsforallquestionsonthesurvey(Section5)
Answerstoopen‐endedquestions(Section6)
Acopyofthecoverletterandsurveyinstrument(Section7)
Themajorfindingsofthesurveyaresummarizedinthefollowingpages.
Jacksonville Parks and Recreation Survey 2023
ETC Institute (2023)
4
JacksonvilleParksandRecreationProgramParticipation
UseOverview.Thirtypercent(30%)ofrespondentsreportparticipatinginrecreation/sports
programsofferedbyJacksonvilleParksandRecreationwithinthelastyear.Ofthoseparticipants,
thehighestpercentage(50%)participatedin2‐3programsfollowedby36%participatingin1
program.Eighty‐fourpercent(84%)ofparticipantsratedtheprogramsaseitherexcellent(27%)
orgood(57%).
BarrierstoUse.Respondentswereaskedtoselectallthereasonsthatpreventyou/other
membersofyourhouseholdfromusingfacilitiesorprograms.Respondentsmostoftenlistedthe
program/facilitywasnotoffered(40%),notknowingwhatwasoffered(39%),andinconvenient
programtimes(23%).
OrganizationsUsedforRecreationandActivities.Respondentswereaskedtoselectallthe
organizationstheirhouseholdhadusedforindoorandoutdoorrecreationandsportsactivities
withinthepastyear.RespondentsmostoftenusedOnslowCountyParksandRecreation(56%),
CityofJacksonvilleRecreationandParksDepartment(51%),ormilitaryfacilities(36%).
ParksandFacilitiesUse
UseofParks.Respondentswereaskedtoselectalltheparkstheirhouseholdhadvisitedinthe
pastyearfromalistof26Jacksonvilleparks.Thehighestpercentageofrespondentshadvisited
JacksonvilleCommonsParkandPicnicShelters(55%),JacksonvilleCommonsTrail(39%),and
SturgeonCityPark(31%).
ConditionofParks.Respondentswerethenaskedtoratetheoverallconditionofalltheparks
theyhadvisitedwithinthelastyear.Theparksthatratedthehighest(as“excellent”or“above
average”)wereNortheastCreekParkSplashpads(74%),RichardRayAllStarPark(70%),and
JacksonvilleCommonsParkandPicnicShelters(66%).
UseofFacilities.Respondentswereaskedtoselectalltherecreationfacilitiestheirhousehold
hadvisited.RespondentsmostoftenreportusingtheJacksonvilleCommonsRecreationCenter
(38%)followedbytheJacksonvilleCommonsAdultCenter(12%).
ConditionofFacilities.Respondentswerethenaskedtoratetheoverallconditionofthefacilities
theyhadvisited.Thefacilitiesratedthehighest(as“excellent”or“aboveaverage”)werethe
JacksonvilleCommonsRecreationCenter(73%),theJackAmyetteRecreationCenter(73%),and
theJacksonvilleCommonsAdultCenter(73%).
SportsFields/CourtsUse.Thehighestpercentageofrespondents(22%)reportusingJacksonville
CommonsathleticfieldsandcourtsfollowedbyJASAfields(14%)andnortheastcreekpark
athleticfields(10%).
ConditionofFields/Courts.Respondentswerethenaskedtoratetheoverallconditionofthe
fields/courtstheyhadused.ThefacilitiesrankedthehighestwereJASAfields(70%),woodland
parkathleticfields(69%),andJacksonvilleCommonsfieldsandcourts(64%).
Jacksonville Parks and Recreation Survey 2023
ETC Institute (2023)
5
CommunicationsandFunding
InformationSources.RespondentswereaskedtoselectallthewaystheylearnaboutJacksonville
RecreationandParksDepartmentprogramsandactivities.Mostoftenrespondentslearnedvia
socialmedia(67%),fromfriends/neighbors(56%),orthedepartment’swebsite(37%).
NewDevelopments.Ifthecitywouldconsiderthepossibilityofdevelopingnewindoor
programmingspaces,thehighestpercentageofrespondentssaidtheywouldmostoftenusea
walkingandjoggingtrack(44%),exercisefacilityforadultsages50+(31%),oranartsandcrafts
studio(28%).
FundingAllocation.Respondentswereaskedtoallocateahypothetical$100towardsvarious
parksandrecreationimprovementsanddevelopments.Thehighestaverageamountoffunding
($38.47)wenttodevelopmentofnewindoorfacilitiesfollowedby$18.93towards
improvements/maintenanceofexistingparksandrecreationfacilitiesand$15.23tothe
acquisitionanddevelopmentofwalkingandbikingtrails.
Taxes.Mostrespondents(67%)saidtheyareeitherverywilling(25%)orsomewhatwilling(42%)
topaymoreintaxestofundthetypesoftrails,recreation,andsportsfacilitiesmostimportant
totheirhousehold.
OverallValue.Thehighestpercentageofrespondents(35%)saytheyfeel“neutral”regarding
theirlevelofsatisfactionwiththeoverallvaluetheirhouseholdreceivesfromtheJacksonville
RecreationandParksDepartment.Almosthalfofrespondents(47%)saytheyfeeleithervery
satisfied(15%)orsomewhatsatisfied(32%).
$38.47
$18.93
$15.23
$12.16
$8.00
Other
$7.20
Q14.Howwouldyouallocatethefundsamongthecategoriesof
fundinglistingbelow?
bypercentageofrespondents
Developmentofnewindoor
facilities(indoorwalking
track,fitnesscenters,pool,
gyms,etc.)
Improvements/maintenance
ofexistingparks&
recreationfacilities
Acquisition&
developmentof
walking&bikingtrails
Acquisitionofnew
parkland&open
space
Constructionofnew
sportsfields
(softball,soccer,
baseball,etc.)
Jacksonville Parks and Recreation Survey 2023
ETC Institute (2023)
6
ParksandRecreationFacilitiesNeedsandPriorities
Park/FacilityNeeds:Respondentswereaskedtoidentifyiftheirhouseholdhadaneedfor28
parksandrecreationfacilitiesandtoratehowwelltheirneedsforeachwerecurrentlybeing
met.Basedonthisanalysis,ETCInstitutewasabletoestimatethenumberofhouseholdsinthe
communitythathadthegreatest“unmet”needforvariousfacilities/parks.
Thethreeparks/facilitieswiththehighestpercentageofhouseholdsthathaveanunmetneed:
1. Indoorswimmingpools/leisurepools–9,275households
2. Swimmingpools–9,082households
3. Walkingandbikingtrails–7,034households
Theestimatednumberofhouseholdsthathaveunmetneedsforeachofthe28facilities/parks
assessedisshowninthechartbelow.
Q8c.EstimatedNumberofHouseholdsWhoseFacility/AmenityNeeds
AreOnly“50%Met",“25%Met”,or“0%Met“
bynumberofhouseholdswithneedbasedonanestimated21,614households
9,275
9,082
7,034
6,607
6,216
5,722
5,223
5,063
4,440
4,208
3,952
3,893
3,275
3,232
3,101
2,959
2,733
2,037
1,806
1,600
1,320
1,292
1,111
1,098
855
846
811
680
Indoorswimmingpools/leisurepools
Swimmingpools
Walking&bikingtrails
Naturecenter&trails
Indoorrunning/walkingtrack
Indoorfitness&exercisefacilities
Off‐leashdogpark
Greenspace&naturalareas
Artscenter
Amphitheater
Splashpad/waterpark
Campingfacilities
Smallneighborhoodparks
Seniorcenter
Publicgolfcourse
Teen/youthcenter
Largecommunityparks
Playgroundequipment
Skateboardingpark
Multi‐purposefields(rugby,lacrosse,football)
Indoorbasketball/volleyballcourts
Outdoortenniscourts
Adultsoccerfields
Youthsoccerfields
Discgolf
Youthbaseball&softballfields
Outdoorbasketballcourts
Adultbaseball&softballfields
0 2,000 4,000 6,000 8,000 10,000
50%Met 25%Met 0%Met
Jacksonville Parks and Recreation Survey 2023
ETC Institute (2023)
7
Parks/FacilitiesImportance:Inadditiontoassessingtheneedsforeachpark/facility,ETC
Institutealsoassessedtheimportancethatresidentsplacedoneachitem.Basedonthesumof
respondents’topfourchoices,thesewerethefourparks/facilitiesrankedmostimportantto
residents:
1. Walking&bikingtrails(39%)
2. Swimmingpools(31%)
3. Naturecenter&trails(30%)
4. Indoorswimmingpools/leisurepools(29%)
Thepercentageofresidentswhoselectedeachpark/facilityasoneoftheirtopfourchoicesis
showninthechartbelow.
Q9.WhichFOURoftheparks/facilitieslistedinQuestion8aremost
importanttoyourhousehold?
2%
39%
31%
30%
29%
28%
18%
18%
13%
13%
13%
11%
10%
10%
8%
7%
7%
7%
6%
6%
5%
5%
5%
4%
3%
3%
2%
1%
bypercentageofrespondentswhoselectedtheitemsasoneoftheirtopfourchoices
Walking&bikingtrails
Swimmingpools
Naturecenter&trails
Indoorswimmingpools/leisurepools
Greenspace&naturalareas
Off‐leashdogpark
Splashpad/waterpark
Playgroundequipment
Seniorcenter
Indoorrunning/walkingtrack
Amphitheater
Indoorfitness&exercisefacilities
Smallneighborhoodparks
Artscenter
Teen/youthcenter
Youthsoccerfields
Discgolf
Publicgolfcourse
Campingfacilities
Youthbaseball&softballfields
Largecommunityparks
Skateboardingpark
Multi‐purposefields
Outdoortenniscourts
Indoorbasketball/volleyballcourts
Adultbaseball&softballfields
Adultsoccerfields
Outdoorbasketballcourts
0% 15% 30% 45%
Topchoice 2ndchoice 3rdchoice 4thchoice
Jacksonville Parks and Recreation Survey 2023
ETC Institute (2023)
8
PrioritiesforFacilityInvestments:ThePriorityInvestmentRating(PIR)wasdevelopedbyETC
Institutetoprovideorganizationswithanobjectivetoolforevaluatingtheprioritythatshould
beplacedonrecreationandparksinvestments.ThePriorityInvestmentRating(PIR)equally
weighs(1)theimportancethatresidentsplaceonparks/facilitiesand(2)howmanyresidents
haveunmetneedsforthepark/facility.[Detailsregardingthemethodologyforthisanalysisare
providedinSection3ofthisreport.]
BasedthePriorityInvestmentRating(PIR),thefollowingparks/facilitieswereratedashigh
prioritiesforinvestment:
Swimmingpools(PIR=177)
Walking&bikingtrails(PIR=176)
Indoorswimmingpools/leisurepools(PIR=175)
Naturecenter&trails(PIR=150)
Greenspaceandnaturalareas(PIR=126)
Off‐leashdogpark(PIR=104)
ThechartbelowshowsthePriorityInvestmentRatingforeachofthe28facilities/parks
assessedonthesurvey
177
176
175
150
126
104
99
89
88
73
69
68
61
57
56
51
50
43
32
30
28
26
22
22
22
18
13
11
Swimmingpools
Walking&bikingtrails
Indoorswimmingpools/leisurepools
Naturecenter&trails
Greenspace&naturalareas
Off‐leashdogpark
Indoorrunning/walkingtrack
Splashpad/waterpark
Indoorfitness&exercisefacilities
Amphitheater
Artscenter
Seniorcenter
Smallneighborhoodparks
Campingfacilities
Playgroundequipment
Teen/youthcenter
Publicgolfcourse
Largecommunityparks
Skateboardingpark
Youthsoccerfields
Multi‐purposefields(rugby,lacrosse,football)
Discgolf
Youthbaseball&softballfields
Outdoortenniscourts
Indoorbasketball/volleyballcourts
Adultsoccerfields
Adultbaseball&softballfields
Outdoorbasketballcourts
050100150200
TopPrioritiesforInvestmentforFacilities/AmenitiesBasedon
PriorityInvestmentRating
MediumPriority
(50‐99)
LowPriority(0‐50)
HighPriority
(100+)
Jacksonville Parks and Recreation Survey 2023
ETC Institute (2023)
9
SportsandRecreationProgramNeedsandPriorities
Sport/ProgramNeeds:Respondentswereaskedtoidentifyiftheirhouseholdhadaneedfor25
sports/programsandtoratehowwelltheirneedsforeachwerecurrentlybeingmet.Basedon
thisanalysis,ETCInstitutewasabletoestimatethenumberofhouseholdsinthecommunitythat
hadthegreatest“unmet”needforvarioussports/programs.
Thethreesports/programswiththehighestpercentageofhouseholdsthathaveanunmetneed:
1. Specialevents–7,119households
2. Adultfitnessandwellnessprograms–6,297households
3. Waterfitnessprograms–6,106households
Theestimatednumberofhouseholdsthathaveunmetneedsforeachofthe35sports/programs
assessedisshowninthechartbelow.
Q10c.EstimatedNumberofHouseholdsWhoseProgramNeedsAreOnly
“50%Met",“25%Met”,or“0%Met
bynumberofhouseholdswithneedbasedonanestimated21,614households
7,119
6,297
6,106
5,578
5,152
5,147
4,524
4,048
3,980
3,879
3,615
3,101
3,101
2,721
2,640
2,476
2,454
2,318
2,271
2,254
2,131
2,110
2,005
1,998
1,501
Specialevents,e.g.,concerts,movies
Adultfitness&wellnessprograms
Waterfitnessprograms
Adultprogramsfor50years&older
Youthlearntoswimprograms
Outdooradventureprograms
Natureprograms/environmentaleducation
Adultcontinuingeducationprograms
Programswithyourpets
Adultart,dance,performingarts
Travelprograms/trips
Programsforteens
Youthart,dance,performingarts
Youthsummercampprograms
Programsforpeoplewithdisabilities
Birthdayparties,reunions,companyparties
Adultsportsprograms
Youthfitness&wellnessprograms
Golflessons&leagues
Pickleballleagues
Before&afterschoolprograms
Youthdevelopmentprograms
Pre‐schoolprograms
Youthsportsprograms
Tennislessons&leagues
0 3,000 6,000
50%Met 25%Met 0%Met
Jacksonville Parks and Recreation Survey 2023
ETC Institute (2023)
10
Sports/ProgramsImportance:Inadditiontoassessingtheneedsforeachsport/program,ETC
Institutealsoassessedtheimportancethatresidentsplacedoneachitem.Basedonthesumof
respondents’topfourchoices,thesewerethefoursports/programsrankedmostimportantto
residents:
1. Adultprogramsfor50yearsandolder(27%)
2. Specialevents(26%)
3. Adultfitnessandwellnessprograms(25%)
4. Waterfitnessprograms(20%)
Thepercentageofresidentswhoselectedeachsport/programasoneoftheirtopfourchoicesis
showninthechartbelow.
Q11.WhichFOURoftheprogramslistedinQuestion10aremost
importanttoyourhousehold?
bypercentageofrespondentswhoselectedtheitemsasoneoftheirtopfourchoices
27%
26%
25%
20%
19%
14%
13%
12%
12%
11%
10%
10%
9%
9%
8%
7%
6%
6%
6%
6%
5%
5%
5%
4%
4%
Adultprogramsfor50years&older
Specialevents,e.g.,concerts,movies
Adultfitness&wellnessprograms
Waterfitnessprograms
Youthlearntoswimprograms
Outdooradventureprograms
Natureprograms/environmentaleducation
Adultcontinuingeducationprograms
Travelprograms/trips
Programswithyourpets
Adultart,dance,performingarts
Programsforpeoplewithdisabilities
Before&afterschoolprograms
Youthsummercampprograms
Programsforteens
Youthsportsprograms
Adultsportsprograms
Pickleballleagues
Pre‐schoolprograms
Golflessons&leagues
Birthdayparties,reunions,companyparties
Youthfitness&wellnessprograms
Youthart,dance,performingarts
Youthdevelopmentprograms
Tennislessons&leagues
0% 30%15%
Topchoice 2ndchoice 3rdchoice 4thchoice
Jacksonville Parks and Recreation Survey 2023
ETC Institute (2023)
11
PrioritiesforSport/ProgramInvestments:ThePriorityInvestmentRating(PIR)wasdeveloped
byETCInstitutetoprovideorganizationswithanobjectivetoolforevaluatingtheprioritythat
shouldbeplacedonrecreationandparksinvestments.ThePriorityInvestmentRating(PIR)
equallyweighs(1)theimportancethatresidentsplaceonsports/programsand(2)howmany
residentshaveunmetneedsforthesport/program.[Detailsregardingthemethodologyforthis
analysisareprovidedinSection3ofthisreport.]
BasedthePriorityInvestmentRating(PIR),thefollowingsports/programswereratedashigh
prioritiesforinvestment:
Specialevents(PIR=195)
Adultfitness&wellnessprograms(PIR=182)
Adultprogramsfor50yearsandolder(PIR=178)
Waterfitnessprograms(PIR=158)
Youthlearntoswimprograms(PIR=142)
Outdooradventureprograms(PIR=123)
Natureprograms/environmentaleducation(PIR=110)
Adultcontinuingeducationprograms(PIR=102)
ThechartbelowshowsthePriorityInvestmentRatingforeachofthe25sports/programs
assessedonthesurvey
195
182
178
158
142
123
110
102
96
95
92
74
71
70
62
61
57
54
53
53
52
51
49
46
34
Specialevents,e.g.,concerts,movies
Adultfitness&wellnessprograms
Adultprogramsfor50years&older
Waterfitnessprograms
Youthlearntoswimprograms
Outdooradventureprograms
Natureprograms/environmentaleducation
Adultcontinuingeducationprograms
Programswithyourpets
Travelprograms/trips
Adultart,dance,performingarts
Programsforpeoplewithdisabilities
Programsforteens
Youthsummercampprograms
Before&afterschoolprograms
Youthart,dance,performingarts
Adultsportsprograms
Youthsportsprograms
Birthdayparties,reunions,companyparties
Pickleballleagues
Golflessons&leagues
Youthfitness&wellnessprograms
Pre‐schoolprograms
Youthdevelopmentprograms
Tennislessons&leagues
050100150200
TopPrioritiesforInvestmentforProgramsBasedon
PriorityInvestmentRating
MediumPriority
(50‐99)
LowPriority(0‐50)
HighPriority
(100+)
Jacksonville Parks and Recreation Survey 2023
ETC Institute (2023)
12
Charts &
Graphs
2
Q1.Countingyourself,howmanypeopleinyourhouseholdare?
Underage5
7%
Ages5‐9
8%
Ages10‐14
9%
Ages15‐19
7%
Ages20‐24
5%
Ages25‐34
13% Ages35‐44
13%
Ages45‐54
13%
Ages55‐64
11%
Ages65‐74
10%
Ages75+
4%
bypercentageofpersonsinhousehold
Jacksonville Parks and Recreation Survey 2023
ETC Institute (2023)
14
Q2.Haveyou/membersofyourhouseholdparticipatedinanyrecreation/sports
programsofferedbytheJacksonvilleP&RDepartmentduringthepast12months?
Yes
30%
No
70%
bypercentageofrespondents
Jacksonville Parks and Recreation Survey 2023
ETC Institute (2023)
15
Q2a.Approximately,howmanydifferentrecreationorsportsprogramshaveyouor
othermembersofyourhouseholdparticipatedinduringthepast12months?
1program
36%
2to3programs
50%
4to6programs
10%
7to10programs
3%
11+programs
1%
bypercentageofrespondents(excluding"notprovided”)
Jacksonville Parks and Recreation Survey 2023
ETC Institute (2023)
16
Q2b.Howwouldyouratetheoverallqualityoftherecreationorsportsprograms
thatyouandmembersofyourhouseholdhaveparticipatedin?
Excellent
27%
Good
57%
Fair
14%
Poor
2%
bypercentageofrespondents(excluding"notprovided”)
Jacksonville Parks and Recreation Survey 2023
ETC Institute (2023)
17
Q3.PleasecheckALLtheorganizationsthatyou/membersofyourhouseholdhave
usedforindoor/outdoorrecreationandsportsactivitiesduringthelast12months.
bypercentageofrespondents(multipleselectionscouldbemade)(excluding"none")
56%
51%
36%
32%
23%
23%
20%
14%
6%
5%
1%
OnslowCountyParks&Rec.
CityofJacksonvilleRec.&ParksDept.
Militaryfacilities
Schoolfacilities
Privateclubs
Churches
Neighboringcities
Privateyouthsportsleagues
HOA/apartmentcomplex
YMCA
Boys&girlsclub
0% 15% 30% 45% 60%
Jacksonville Parks and Recreation Survey 2023
ETC Institute (2023)
18
Q4.PleasecheckALLthewaysyoulearnaboutJacksonvilleRecreationandParks
Departmentprogramsandactivities.
bypercentageofrespondents(multipleselectionscouldbemade)
67%
46%
37%
29%
12%
7%
5%
5%
5%
3%
3%
Socialmedia
Fromfriends&neighbors
Website
Cityprogramguide/calendar
ConversationswithCity/Countystaff
Newsletters
Radio
Newspaperadvertisements
G‐10TV
Departmentemailblasts
0% 15% 30% 45% 60%
Flyersdistributedatschools/government
buildings
Jacksonville Parks and Recreation Survey 2023
ETC Institute (2023)
19
Q5.PleaseindicateifYOUoranymembersofyourHOUSEHOLDhaveusedanyof
theJacksonvilleRecreationandParksDepartmentparkslistedbelow.
bypercentageofrespondents
55%
39%
31%
30%
29%
28%
27%
27%
23%
23%
18%
17%
16%
15%
14%
13%
12%
12%
9%
8%
8%
8%
7%
4%
3%
3%
JacksonvilleCommonsPark&PicnicShelters
JacksonvilleCommonsTrail
SturgeonCityPark
WilsonBayPark
RiverwalkPark
SturgeonCityBoardwalkTrail
NortheastCreekParkSplashpads
RichardRayAllAmericanPark
JackAmyette
NortheastCreekParkNature/BoardwalkTrail
RiverwalkMarina
Trails&Greenways
NortheastCreekParkPicnicShelters
NortheastCreekParkDiscGolfCourse
NortheastCreekParkBoatRamp
PhillipsPark
KerrStreetPark&PicnicShelter
L.P.WillinghamWaterfrontPark
GeorgetownPark
BranchwoodPark
JacksonvilleLanding
Rev.E.W.WootenPark
WoodlandsPark
SherwoodForestPark
BrookValleyPark
BrookValleyParkTrail
0% 15% 30% 45% 60%
Jacksonville Parks and Recreation Survey 2023
ETC Institute (2023)
20
Q5.If“Yes,"howdoyouratetheconditionofthispark?
bypercentageofrespondents(excluding"notprovided")
38%
28%
33%
34%
32%
29%
29%
32%
29%
24%
31%
32%
22%
15%
27%
22%
14%
27%
36%
21%
24%
20%
8%
18%
13%
8%
36%
42%
33%
30%
32%
35%
34%
28%
31%
31%
23%
21%
31%
37%
23%
27%
35%
20%
11%
24%
21%
18%
25%
9%
13%
10%
22%
26%
33%
35%
32%
29%
29%
38%
35%
41%
37%
39%
36%
41%
48%
46%
45%
44%
38%
46%
43%
32%
50%
64%
50%
46%
4%
4%
1%
1%
4%
6%
7%
4%
4%
6%
7%
9%
7%
4%
3%
9%
13%
6%
10%
16%
17%
9%
25%
15%
1%
1%
2%
2%
2%
1%
3%
2%
2%
2%
3%
2%
3%
3%
15%
21%
NortheastCreekParkSplashpads
RichardRayAllAmericanPark
JacksonvilleCommonsPark&PicnicShelters
JackAmyette
SturgeonCityPark
JacksonvilleCommonsTrail
SturgeonCityBoardwalkTrail
NortheastCreekParkBoatRamp
RiverwalkPark
RiverwalkMarina
GeorgetownPark
JacksonvilleLanding
NortheastCreekParkPicnicShelters
WoodlandsPark
NortheastCreekParkDiscGolfCourse
Trails&Greenways
Rev.E.W.WootenPark
KerrStreetPark&PicnicShelter
L.P.WillinghamWaterfrontPark
BranchwoodPark
WilsonBayPark
NortheastCreekParkNature/BoardwalkTrail
BrookValleyPark
BrookValleyParkTrail
SherwoodForestPark
PhillipsPark
0% 20% 40% 60% 80% 100%
Excellent AboveAverage Average BelowAverage Poor
Jacksonville Parks and Recreation Survey 2023
ETC Institute (2023)
21
Q6.PleaseindicateifYOU/membersofyourHOUSEHOLDhaveusedanyofthe
JacksonvilleRecreationandParksDepartmentindoorfacilitieslistedbelow.
bypercentageofrespondents
38%
12%
10%
5%
2%
2%
JacksonvilleCommonsRec.Center
JacksonvilleCommonsAdultCenter
JackAmyetteRec.Center
NorthwoodsRec.Center
KerrStreetRec.Center
JacksonvilleYouthCenter
0% 15% 30%
Jacksonville Parks and Recreation Survey 2023
ETC Institute (2023)
22
Q6.If“Yes,“howdoyouratetheconditionofthefacility?
bypercentageofrespondents(excluding"notprovided")
39%
50%
47%
5%
20%
22%
34%
23%
26%
30%
10%
25%
25%
23%
45%
60%
56%
1%
3%
4%
15%
10%
22%
5%
JacksonvilleCommonsRec.Center
JackAmyetteRec.Center
JacksonvilleCommonsAdultCenter
NorthwoodsRec.Center
KerrStreetRec.Center
JacksonvilleYouthCenter
0% 20% 40% 60% 80% 100%
Excellent AboveAverage Average BelowAverage Poor
Jacksonville Parks and Recreation Survey 2023
ETC Institute (2023)
23
Q7.PleaseindicateifYOU/membersofyourHOUSEHOLDhaveusedanyofthe
JacksonvilleRecreationandParksDepartmentsportsfields/courtslistedbelow.
bypercentageofrespondents
22%
14%
10%
6%
6%
5%
4%
3%
2%
JASAFields
NortheastCreekParkAthleticFields
JackAmyetteAthleticFields
JacksonvilleHighSchoolTennisCourts
WoodlandsParkAthleticFields
PhillipsParkBasketballCourt
0% 15%
JacksonvilleCommonsAthleticFieldsBasketballCourt,
TennisCourts,&PickleballCourts
KerrStreetAthleticField,BasketballCourt,Tennis
Courts&PickleballCourts
GeorgetownParkAthleticFields&BasketballCourt
Jacksonville Parks and Recreation Survey 2023
ETC Institute (2023)
24
Q7.If“Yes,“howdoyouratetheconditionofthefield/court?
bypercentageofrespondents(excluding"notprovided")
24%
32%
31%
33%
33%
25%
24%
46%
37%
33%
21%
20%
25%
24%
14%
14%
29%
26%
31%
46%
27%
42%
48%
29%
57%
2%
5%
6%
7%
8%
2%
14%
13%
2%
43%
29%
JASAFields
WoodlandsParkAthleticFields
JackAmyetteAthleticFields
NortheastCreekParkAthleticFields
JacksonvilleHighSchoolTennisCourts
PhillipsParkBasketballCourt
0% 20% 40% 60% 80% 100%
Excellent AboveAverage Average BelowAverage Poor
GeorgetownParkAthleticFields&Basketball
Court
JacksonvilleCommonsAthleticFieldsBasketball
Court,TennisCourts,&PickleballCourts
KerrStreetAthleticField,BasketballCourt,
TennisCourts&PickleballCourts
Jacksonville Parks and Recreation Survey 2023
ETC Institute (2023)
25
Q8.PleaseindicateifYOU/membersofyourHOUSEHOLDhaveaneedforeachof
theparksandrecreationfacilitieslistedbelow.
bypercentageofrespondents
55%
45%
44%
43%
37%
35%
31%
30%
27%
25%
25%
25%
24%
22%
21%
19%
15%
14%
13%
11%
11%
10%
10%
9%
8%
6%
6%
6%
Walking&bikingtrails
Indoorswimmingpools/leisurepools
Swimmingpools
Naturecenter&trails
Greenspace&naturalareas
Splashpad/waterpark
Indoorfitness&exercisefacilities
Indoorrunning/walkingtrack
Off‐leashdogpark
Playgroundequipment
Smallneighborhoodparks
Amphitheater
Seniorcenter
Artscenter
Largecommunityparks
Campingfacilities
Publicgolfcourse
Teen/youthcenter
Youthsoccerfields
Outdoortenniscourts
Discgolf
Youthbaseball&softballfields
Multi‐purposefields
Skateboardingpark
Indoorbasketball/volleyballcourts
Adultsoccerfields
Adultbaseball&softballfields
Outdoorbasketballcourts
0% 15% 30% 45% 60%
Jacksonville Parks and Recreation Survey 2023
ETC Institute (2023)
26
Q8.EstimatedNumberofHouseholdsWhoHaveaNeedforAmenities/Facilities
bynumberofhouseholdsbasedonanestimated21,614households
11,801
9,661
9,402
9,359
8,062
7,630
6,592
6,441
5,771
5,360
5,360
5,360
5,187
4,842
4,517
4,107
3,220
3,069
2,745
2,291
2,291
2,226
2,075
2,032
1,621
1,297
1,297
1,189
Walking&bikingtrails
Indoorswimmingpools/leisurepools
Swimmingpools
Naturecenter&trails
Greenspace&naturalareas
Splashpad/waterpark
Indoorfitness&exercisefacilities
Indoorrunning/walkingtrack
Off‐leashdogpark
Playgroundequipment
Smallneighborhoodparks
Amphitheater
Seniorcenter
Artscenter
Largecommunityparks
Campingfacilities
Publicgolfcourse
Teen/youthcenter
Youthsoccerfields
Outdoortenniscourts
Discgolf
Youthbaseball&softballfields
Multi‐purposefields(rugby,lacrosse,football)
Skateboardingpark
Indoorbasketball/volleyballcourts
Adultsoccerfields
Adultbaseball&softballfields
Outdoorbasketballcourts
0 2,000 4,000 6,000 8,000 10,000 12,000
Jacksonville Parks and Recreation Survey 2023
ETC Institute (2023)
27
Q8.If“Yes,“howwellareyouneedsmetforthefollowingparksandrecreation
facilitieslistedbelow?
bypercentageofrespondents
30%
25%
38%
32%
26%
29%
15%
15%
20%
20%
16%
15%
14%
11%
11%
12%
7%
5%
5%
11%
5%
4%
4%
3%
4%
2%
4%
1%
33%
37%
24%
28%
22%
19%
28%
25%
20%
19%
22%
22%
18%
19%
11%
10%
11%
10%
8%
5%
5%
1%
1%
2%
3%
14%
30%
19%
18%
27%
29%
26%
27%
32%
23%
25%
34%
27%
27%
17%
18%
22%
24%
15%
3%
6%
6%
4%
2%
4%
13%
4%
4%
19%
5%
12%
16%
14%
14%
23%
28%
20%
26%
16%
22%
32%
28%
29%
17%
37%
19%
26%
17%
12%
21%
20%
5%
6%
23%
4%
9%
5%
3%
7%
6%
11%
10%
8%
4%
9%
12%
22%
7%
9%
16%
31%
43%
22%
43%
46%
69%
72%
64%
71%
90%
87%
61%
88%
83%
Discgolf
Playgroundequipment
Youthbaseball&softballfields
Youthsoccerfields
Splashpad/waterpark
Adultbaseball&softballfields
Outdoortenniscourts
Walking&bikingtrails
Largecommunityparks
Smallneighborhoodparks
Seniorcenter
Greenspace&naturalareas
Outdoorbasketballcourts
Naturecenter&trails
Multi‐purposefields
Amphitheater
Indoorbasketball/volleyballcourts
Adultsoccerfields
Indoorfitness&exercisefacilities
Skateboardingpark
Off‐leashdogpark
Artscenter
Campingfacilities
Indoorswimmingpools/leisurepools
Publicgolfcourse
Teen/youthcenter
Swimmingpools
Indoorrunning/walkingtrack
0% 20% 40% 60% 80% 100%
100%Met 75%Met 50%Met 25%Met 0%Met
Jacksonville Parks and Recreation Survey 2023
ETC Institute (2023)
28
Q8c.EstimatedNumberofHouseholdsWhoseFacility/AmenityNeeds
AreOnly“50%Met",“25%Met”,or“0%Met“
bynumberofhouseholdswithneedbasedonanestimated21,614households
9,275
9,082
7,034
6,607
6,216
5,722
5,223
5,063
4,440
4,208
3,952
3,893
3,275
3,232
3,101
2,959
2,733
2,037
1,806
1,600
1,320
1,292
1,111
1,098
855
846
811
680
Indoorswimmingpools/leisurepools
Swimmingpools
Walking&bikingtrails
Naturecenter&trails
Indoorrunning/walkingtrack
Indoorfitness&exercisefacilities
Off‐leashdogpark
Greenspace&naturalareas
Artscenter
Amphitheater
Splashpad/waterpark
Campingfacilities
Smallneighborhoodparks
Seniorcenter
Publicgolfcourse
Teen/youthcenter
Largecommunityparks
Playgroundequipment
Skateboardingpark
Multi‐purposefields(rugby,lacrosse,football)
Indoorbasketball/volleyballcourts
Outdoortenniscourts
Adultsoccerfields
Youthsoccerfields
Discgolf
Youthbaseball&softballfields
Outdoorbasketballcourts
Adultbaseball&softballfields
0 2,000 4,000 6,000 8,000 10,000
50%Met 25%Met 0%Met
Jacksonville Parks and Recreation Survey 2023
ETC Institute (2023)
29
Q9.WhichFOURoftheparks/facilitieslistedinQuestion8aremost
importanttoyourhousehold?
bypercentageofrespondentswhoselectedtheitemsasoneoftheirtopfourchoices
2%
39%
31%
30%
29%
28%
18%
18%
13%
13%
13%
11%
10%
10%
8%
7%
7%
7%
6%
6%
5%
5%
5%
4%
3%
3%
2%
1%
Walking&bikingtrails
Swimmingpools
Naturecenter&trails
Indoorswimmingpools/leisurepools
Greenspace&naturalareas
Off‐leashdogpark
Splashpad/waterpark
Playgroundequipment
Seniorcenter
Indoorrunning/walkingtrack
Amphitheater
Indoorfitness&exercisefacilities
Smallneighborhoodparks
Artscenter
Teen/youthcenter
Youthsoccerfields
Discgolf
Publicgolfcourse
Campingfacilities
Youthbaseball&softballfields
Largecommunityparks
Skateboardingpark
Multi‐purposefields
Outdoortenniscourts
Indoorbasketball/volleyballcourts
Adultbaseball&softballfields
Adultsoccerfields
Outdoorbasketballcourts
0% 15% 30% 45%
Topchoice 2ndchoice 3rdchoice 4thchoice
Jacksonville Parks and Recreation Survey 2023
ETC Institute (2023)
30
Q10.PleaseindicateifYOU/membersofyourHOUSEHOLDhaveaneedforeachof
thesports/recreationprogramslistedbelow.
bypercentageofrespondents
37%
35%
30%
30%
27%
25%
23%
20%
20%
19%
19%
18%
17%
16%
15%
15%
14%
13%
13%
12%
12%
11%
11%
10%
8%
Specialevents
Adultfitness&wellnessprograms
Waterfitnessprograms
Adultprogramsfor50years&older
Youthlearntoswimprograms
Outdooradventureprograms
Natureprograms/environmentaleducation
Adultcontinuingeducationprograms
Adultart,dance,performingarts
Programswithyourpets
Travelprograms/trips
Youthsummercampprograms
Youthsportsprograms
Before&afterschoolprograms
Programsforteens
Youthart,dance,performingarts
Birthdayparties,reunions,companyparties
Adultsportsprograms
Programsforpeoplewithdisabilities
Youthfitness&wellnessprograms
Pickleballleagues
Pre‐schoolprograms
Golflessons&leagues
Youthdevelopmentprograms
Tennislessons&leagues
0% 15% 30%
Jacksonville Parks and Recreation Survey 2023
ETC Institute (2023)
31
Q10.EstimatedNumberofHouseholdsWhoHaveaNeedforPrograms.
bynumberofhouseholdsbasedonanestimated21,614households
8,062
7,587
6,441
6,441
5,922
5,447
4,928
4,409
4,258
4,150
3,999
3,955
3,588
3,372
3,264
3,264
3,004
2,745
2,702
2,659
2,486
2,442
2,442
2,226
1,621
Specialevents,e.g.,concerts,movies
Adultfitness&wellnessprograms
Waterfitnessprograms
Adultprogramsfor50years&older
Youthlearntoswimprograms
Outdooradventureprograms
Natureprograms/environmentaleducation
Adultcontinuingeducationprograms
Adultart,dance,performingarts
Programswithyourpets
Travelprograms/trips
Youthsummercampprograms
Youthsportsprograms
Before&afterschoolprograms
Programsforteens
Youthart,dance,performingarts
Birthdayparties,reunions,companyparties
Adultsportsprograms
Programsforpeoplewithdisabilities
Youthfitness&wellnessprograms
Pickleballleagues
Pre‐schoolprograms
Golflessons&leagues
Youthdevelopmentprograms
Tennislessons&leagues
0 3,000 6,000 9,000
Jacksonville Parks and Recreation Survey 2023
ETC Institute (2023)
32
Q10.If“YES,“howwellareyourneedsmetforthefollowingrecreationprograms
listedbelow?
bypercentageofrespondents
20%
23%
13%
5%
8%
5%
3%
4%
4%
4%
6%
3%
2%
2%
4%
1%
3%
3%
2%
3%
2%
25%
14%
19%
13%
10%
12%
10%
9%
9%
7%
4%
6%
7%
7%
8%
5%
7%
7%
4%
3%
2%
5%
3%
1%
28%
26%
19%
10%
24%
18%
14%
6%
11%
18%
21%
11%
21%
4%
14%
26%
4%
7%
10%
21%
3%
15%
10%
4%
9%
18%
16%
28%
23%
28%
30%
33%
13%
21%
27%
28%
19%
16%
13%
29%
26%
22%
21%
26%
33%
8%
31%
28%
17%
28%
10%
21%
22%
49%
31%
36%
39%
68%
55%
44%
40%
60%
54%
74%
49%
40%
67%
65%
59%
41%
84%
49%
57%
75%
61%
Youthsportsprograms
Before&afterschoolprograms
Youthsummercampprograms
Pre‐schoolprograms
Birthdayparties,reunions,companyparties
Adultfitness&wellnessprograms
Adultprogramsfor50years&older
Youthlearntoswimprograms
Youthfitness&wellnessprograms
Specialevents
Adultsportsprograms
Travelprograms/trips
Pickleballleagues
Adultart,dance,performingarts
Adultcontinuingeducationprograms
Natureprograms/environmentaleducation
Tennislessons&leagues
Golflessons&leagues
Outdooradventureprograms
Youthdevelopmentprograms
Waterfitnessprograms
Programsforteens
Youthart,dance,performingarts
Programswithyourpets
Programsforpeoplewithdisabilities
0% 20% 40% 60% 80% 100%
100%met 75%met 50%met 25%met 0%met
Jacksonville Parks and Recreation Survey 2023
ETC Institute (2023)
33
Q10c.EstimatedNumberofHouseholdsWhoseProgramNeedsAreOnly
“50%Met",“25%Met”,or“0%Met
bynumberofhouseholdswithneedbasedonanestimated21,614households
7,119
6,297
6,106
5,578
5,152
5,147
4,524
4,048
3,980
3,879
3,615
3,101
3,101
2,721
2,640
2,476
2,454
2,318
2,271
2,254
2,131
2,110
2,005
1,998
1,501
Specialevents,e.g.,concerts,movies
Adultfitness&wellnessprograms
Waterfitnessprograms
Adultprogramsfor50years&older
Youthlearntoswimprograms
Outdooradventureprograms
Natureprograms/environmentaleducation
Adultcontinuingeducationprograms
Programswithyourpets
Adultart,dance,performingarts
Travelprograms/trips
Programsforteens
Youthart,dance,performingarts
Youthsummercampprograms
Programsforpeoplewithdisabilities
Birthdayparties,reunions,companyparties
Adultsportsprograms
Youthfitness&wellnessprograms
Golflessons&leagues
Pickleballleagues
Before&afterschoolprograms
Youthdevelopmentprograms
Pre‐schoolprograms
Youthsportsprograms
Tennislessons&leagues
0 3,000 6,000
50%Met 25%Met 0%Met
Jacksonville Parks and Recreation Survey 2023
ETC Institute (2023)
34
Q11.WhichFOURoftheprogramslistedinQuestion10aremost
importanttoyourhousehold?
bypercentageofrespondentswhoselectedtheitemsasoneoftheirtopfourchoices
27%
26%
25%
20%
19%
14%
13%
12%
12%
11%
10%
10%
9%
9%
8%
7%
6%
6%
6%
6%
5%
5%
5%
4%
4%
Adultprogramsfor50years&older
Specialevents,e.g.,concerts,movies
Adultfitness&wellnessprograms
Waterfitnessprograms
Youthlearntoswimprograms
Outdooradventureprograms
Natureprograms/environmentaleducation
Adultcontinuingeducationprograms
Travelprograms/trips
Programswithyourpets
Adultart,dance,performingarts
Programsforpeoplewithdisabilities
Before&afterschoolprograms
Youthsummercampprograms
Programsforteens
Youthsportsprograms
Adultsportsprograms
Pickleballleagues
Pre‐schoolprograms
Golflessons&leagues
Birthdayparties,reunions,companyparties
Youthfitness&wellnessprograms
Youthart,dance,performingarts
Youthdevelopmentprograms
Tennislessons&leagues
0% 15% 30%
Topchoice 2ndchoice 3rdchoice 4thchoice
Jacksonville Parks and Recreation Survey 2023
ETC Institute (2023)
35
Q12.PleaseCHECKALLthereasonsthatpreventyou/othermembersofyour
householdsfromusinganyofthefacilitiesorprogramsmoreoften.
bypercentageofrespondents(multipleselectionscouldbemade)
40%
39%
23%
21%
18%
16%
14%
12%
10%
10%
9%
8%
8%
7%
6%
6%
5%
4%
2%
Programorfacilitynotoffered
Idonotknowwhatisbeingoffered
Programtimesarenotconvenient
Lackofqualityprograms
Idonotknowlocationsoffacilities
Toofarfromourresidence
Facilitieslacktherightequipment
Usemilitaryfacilities
Facilitiesarenotwellmaintained
Securityisinsufficient
Feesaretoohigh
Facilityoperatinghoursnotconvenient
Useotherprivateagencies
Classfull
Betterfacilitiesinotherparks
Notaccessibleforpeoplewithdisabilities
Registrationforprogramsisdifficult
Lackofparkingbyfacilities&parks
Poorcustomerservicebystaff
0% 15% 30% 45%
Jacksonville Parks and Recreation Survey 2023
ETC Institute (2023)
36
Q13.IftheCitywouldconsiderthepossibilityofdevelopingnewindoor
programmingspaces,whichoneswouldyou/yourhouseholdusethemost?
bypercentageofrespondents(multipleselectionscouldbemade)
44%
31%
28%
27%
26%
25%
23%
23%
20%
19%
14%
14%
10%
10%
8%
5%
4%
Walking&joggingtrack
Exercisefacilityforadults50years+
Arts&craftsstudio
Naturecenter
Performingarts(music,drama,etc.)
Splashpad/waterpark
Rockclimbing/boulderingwall
Seniorcenter
Weightroom/cardiovascularequipmentarea
Aerobics/fitness/danceclassspace
Spaceformeetings,parties,banquets
Spaceforteens
Childcarearea
Multi‐courtgymnasium/fieldhouse
Indoorsoccer/lacrosse
Indoortennis
Classroomspace
0% 15% 30% 45%
Jacksonville Parks and Recreation Survey 2023
ETC Institute (2023)
37
Q14.Howwouldyouallocatethefundsamongthecategoriesof
fundinglistingbelow?
$38.47
$18.93
$15.23
$12.16
$8.00
Other
$7.20
bypercentageofrespondents
Developmentofnewindoor
facilities(indoorwalking
track,fitnesscenters,pool,
gyms,etc.)
Improvements/maintenance
ofexistingparks&
recreationfacilities
Acquisition&
developmentof
walking&bikingtrails
Acquisitionofnew
parkland&open
space
Constructionofnew
sportsfields
(softball,soccer,
baseball,etc.)
Jacksonville Parks and Recreation Survey 2023
ETC Institute (2023)
38
Q15.Howwillingareyoutopaysomeincreaseintaxestofundthetypesofparks,
trails,recreation,andsportsfacilitiesmostimportanttoyourhousehold?
Verywilling
25%
Somewhatwilling
42%
Somewhatunwilling
10%
Notwilling
22%
bypercentageofrespondents(excluding"notsure”)
Jacksonville Parks and Recreation Survey 2023
ETC Institute (2023)
39
Q16.Pleaserateyourdegreeofsatisfactionwiththeoverallvalueyourhousehold
receivesfromtheJacksonvilleRecreationandParksDepartment.
Verysatisfied
15%
Somewhatsatisfied
32%
Neutral
35%
Somewhatdissatisfied
12%
Verydissatisfied
6%
bypercentageofrespondents(excluding"don’tknow”)
Jacksonville Parks and Recreation Survey 2023
ETC Institute (2023)
40
Q17.Whatisyourage?
18‐34
22%
45‐54
21%
35‐44
20%
55‐64
19%
65+
19%
bypercentageofrespondents(excluding“notprovided")
Jacksonville Parks and Recreation Survey 2023
ETC Institute (2023)
41
Q18.HowmanyyearshaveyoulivedintheCityofJacksonville?
0‐5
24%
31+
23%
21‐30
16%
6‐10
15%
16‐20
12%
11‐15
11%
bypercentageofrespondents(excluding“notprovided")
Jacksonville Parks and Recreation Survey 2023
ETC Institute (2023)
42
Q19.Areyouormembersofyourhouseholdactive‐dutymilitary,retiredmilitary,a
militarydependent,oraveteran?
Yes
55%
No
45%
bypercentageofrespondents(excluding"notprovided")
Jacksonville Parks and Recreation Survey 2023
ETC Institute (2023)
43
Q20.Whichofthefollowingbestdescribesyourrace?
bypercentageofrespondents
65.1%
19.0%
18.8%
3.1%
2.2%
0.7%
0.5%
WhiteorCaucasian
Hispanic,Spanish,orLatino/a/x
BlackorAfricanAmerican
AsianorAsianIndian
Other
AmericanIndianorAlaskaNative
NativeHawaiianorotherPacificIslander
0.0% 25.0% 50.0% 75.0%
Jacksonville Parks and Recreation Survey 2023
ETC Institute (2023)
44
Q21.Yourgender:
Female
50.5%
Male
49.0%
0.5%
bypercentageofrespondents(excluding"prefernottoanswer")
Non‐binary
Jacksonville Parks and Recreation Survey 2023
ETC Institute (2023)
45
Priority Investment
Rating
3
Priority Investment Rating
Jacksonville, NC
ThePriorityInvestmentRating(PIR)wasdevelopedbyETCInstitutetoprovidegovernments
withanobjectivetoolforevaluatingtheprioritythatshouldbeplacedonparksandrecreation
investments.ThePriorityInvestmentRatingwasdevelopedbyETCInstitutetoidentifythe
facilitiesandprogramsresidentsthinkshouldreceivethehighestpriorityforinvestment.The
priorityinvestmentratingreflectstheimportanceresidentsplaceonitems(sumoftop4choices)
andtheunmetneeds(needsthatarenotmetoronlypartlymet)foreachfacility/program
relativetothefacility/programthatratedthehighestoverall.Sincedecisionsrelatedtofuture
investmentsshouldconsiderboththelevelofunmetneedandtheimportanceoffacilitiesand
programs,thePIRweightseachofthesecomponentsequally.
ThePIRreflectsthesumoftheUnmetNeedsRatingandtheImportanceRatingasshowninthe
equationbelow:
PIR=UNR+IR
For example, if the Unmet Needs Rating for Community Gardens were 98.9 (out of 100) and
the Importance Rating for Community Gardens were 21.6 (out of 100), the Priority
Investment Rating for Community Gardens would be 120.5 (out of 200).
HowtoAnalyzetheCharts:
HighPriorityAreasarethosewithaPIRofatleast100.Aratingof100orabove
generallyindicatesthereisarelativelyhighlevelofunmetneedandresidents
generallythinkitisimportanttofundimprovementsintheseareas.Improvementsin
thisareaarelikelytohaveapositiveimpactonthegreatestnumberofhouseholds.
MediumPriorityAreasarethosewithaPIRof50‐99.Aratinginthisrangegenerally
indicatesthereisamediumtohighlevelofunmetneedorasignificantpercentageof
residentsgenerallythinkitisimportanttofundimprovementsintheseareas.
LowPriorityAreasarethosewithaPIRbelow50.Aratinginthisrangegenerally
indicatesthereisarelativelylowlevelofunmetneedandresidentsdonotthinkitis
importanttofundimprovementsintheseareas.Improvementsmaybewarrantedif
theneedsofveryspecializedpopulationsarebeingtargeted.
ThefollowingpagesshowtheUnmetNeedsRating,ImportanceRating,andPriorityInvestment
Ratingforfacilitiesandprograms.
Jacksonville Parks and Recreation Survey 2023
ETC Institute (2023)
47
UnmetNeedsRatingforFacilities/Amenities
theratingfortheitemwiththemostunmetneed=100
theratingofallotheritemsreflectstherelativeamountofunmetneedforeachitemcomparedtotheitemwiththemostunmetneed
100.0
97.9
75.8
71.2
67.0
61.7
56.3
54.6
47.9
45.4
42.6
42.0
35.3
34.8
33.4
31.9
29.5
22.0
19.5
17.2
14.2
13.9
12.0
11.8
9.2
9.1
8.7
7.3
Indoorswimmingpools/leisurepools
Swimmingpools
Walking&bikingtrails
Naturecenter&trails
Indoorrunning/walkingtrack
Indoorfitness&exercisefacilities
Off‐leashdogpark
Greenspace&naturalareas
Artscenter
Amphitheater
Splashpad/waterpark
Campingfacilities
Smallneighborhoodparks
Seniorcenter
Publicgolfcourse
Teen/youthcenter
Largecommunityparks
Playgroundequipment
Skateboardingpark
Multi‐purposefields(rugby,lacrosse,football)
Indoorbasketball/volleyballcourts
Outdoortenniscourts
Adultsoccerfields
Youthsoccerfields
Discgolf
Youthbaseball&softballfields
Outdoorbasketballcourts
Adultbaseball&softballfields
0.0 20.0 40.0 60.0 80.0 100.0
Jacksonville Parks and Recreation Survey 2023
ETC Institute (2023)
48
ImportanceRatingforFacilities/Amenitites
theratingfortheitemratedasthemostimportant=100
theratingofallotheritemsreflectstherelativelevelofimportanceforeachitemcomparedtotheitemratedasthemostimportant
100.0
79.1
78.3
75.2
71.3
47.3
46.0
33.6
33.6
32.3
27.9
26.6
25.6
20.9
18.6
18.1
16.8
16.5
15.0
13.2
13.2
12.4
11.1
8.0
7.5
5.9
5.7
2.3
Walking&bikingtrails
Swimmingpools
Naturecenter&trails
Indoorswimmingpools/leisurepools
Greenspace&naturalareas
Off‐leashdogpark
Splashpad/waterpark
Seniorcenter
Playgroundequipment
Indoorrunning/walkingtrack
Amphitheater
Indoorfitness&exercisefacilities
Smallneighborhoodparks
Artscenter
Teen/youthcenter
Youthsoccerfields
Discgolf
Publicgolfcourse
Campingfacilities
Youthbaseball&softballfields
Largecommunityparks
Skateboardingpark
Multi‐purposefields(rugby,lacrosse,football)
Outdoortenniscourts
Indoorbasketball/volleyballcourts
Adultbaseball&softballfields
Adultsoccerfields
Outdoorbasketballcourts
0.0 20.0 40.0 60.0 80.0 100.0
Jacksonville Parks and Recreation Survey 2023
ETC Institute (2023)
49
177
176
175
150
126
104
99
89
88
73
69
68
61
57
56
51
50
43
32
30
28
26
22
22
22
18
13
11
Swimmingpools
Walking&bikingtrails
Indoorswimmingpools/leisurepools
Naturecenter&trails
Greenspace&naturalareas
Off‐leashdogpark
Indoorrunning/walkingtrack
Splashpad/waterpark
Indoorfitness&exercisefacilities
Amphitheater
Artscenter
Seniorcenter
Smallneighborhoodparks
Campingfacilities
Playgroundequipment
Teen/youthcenter
Publicgolfcourse
Largecommunityparks
Skateboardingpark
Youthsoccerfields
Multi‐purposefields(rugby,lacrosse,football)
Discgolf
Youthbaseball&softballfields
Outdoortenniscourts
Indoorbasketball/volleyballcourts
Adultsoccerfields
Adultbaseball&softballfields
Outdoorbasketballcourts
050100150200
TopPrioritiesforInvestmentforFacilities/AmenitiesBasedon
PriorityInvestmentRating
MediumPriority
(50‐99)
LowPriority(0‐50)
HighPriority
(100+)
Jacksonville Parks and Recreation Survey 2023
ETC Institute (2023)
50
UnmetNeedsRatingforPrograms
theratingfortheitemwiththemostunmetneed=100
theratingofallotheritemsreflectstherelativeamountofunmetneedforeachitemcomparedtotheitemwiththemostunmetneed
100.0
88.5
85.8
78.4
72.4
72.3
63.5
56.9
55.9
54.5
50.8
43.6
43.6
38.2
37.1
34.8
34.5
32.6
31.9
31.7
29.9
29.6
28.2
28.1
21.1
Specialevents
Adultfitness&wellnessprograms
Waterfitnessprograms
Adultprogramsfor50years&older
Youthlearntoswimprograms
Outdooradventureprograms
Natureprograms/environmentaleducation
Adultcontinuingeducationprograms
Programswithyourpets
Adultart,dance,performingarts
Travelprograms/trips
Programsforteens
Youthart,dance,performingarts
Youthsummercampprograms
Programsforpeoplewithdisabilities
Birthdayparties,reunions,companyparties
Adultsportsprograms
Youthfitness&wellnessprograms
Golflessons&leagues
Pickleballleagues
Before&afterschoolprograms
Youthdevelopmentprograms
Pre‐schoolprograms
Youthsportsprograms
Tennislessons&leagues
0.0 20.0 40.0 60.0 80.0 100.0
Jacksonville Parks and Recreation Survey 2023
ETC Institute (2023)
51
ImportanceRatingforPrograms
theratingfortheitemratedasthemostimportant=100
theratingofallotheritemsreflectstherelativelevelofimportanceforeachitemcomparedtotheitemratedasthemostimportant
100.0
94.8
93.4
72.7
70.1
50.9
46.9
45.0
44.6
40.2
37.3
37.3
31.7
31.4
27.7
25.5
22.1
21.4
21.0
20.3
18.5
18.5
17.0
16.2
13.3
Adultprogramsfor50years&older
Specialevents,e.g.,concerts,movies
Adultfitness&wellnessprograms
Waterfitnessprograms
Youthlearntoswimprograms
Outdooradventureprograms
Natureprograms/environmentaleducation
Adultcontinuingeducationprograms
Travelprograms/trips
Programswithyourpets
Adultart,dance,performingarts
Programsforpeoplewithdisabilities
Before&afterschoolprograms
Youthsummercampprograms
Programsforteens
Youthsportsprograms
Adultsportsprograms
Pickleballleagues
Pre‐schoolprograms
Golflessons&leagues
Birthdayparties,reunions,companyparties
Youthfitness&wellnessprograms
Youthart,dance,performingarts
Youthdevelopmentprograms
Tennislessons&leagues
0.0 20.0 40.0 60.0 80.0 100.0
Jacksonville Parks and Recreation Survey 2023
ETC Institute (2023)
52
195
182
178
158
142
123
110
102
96
95
92
74
71
70
62
61
57
54
53
53
52
51
49
46
34
Specialevents,e.g.,concerts,movies
Adultfitness&wellnessprograms
Adultprogramsfor50years&older
Waterfitnessprograms
Youthlearntoswimprograms
Outdooradventureprograms
Natureprograms/environmentaleducation
Adultcontinuingeducationprograms
Programswithyourpets
Travelprograms/trips
Adultart,dance,performingarts
Programsforpeoplewithdisabilities
Programsforteens
Youthsummercampprograms
Before&afterschoolprograms
Youthart,dance,performingarts
Adultsportsprograms
Youthsportsprograms
Birthdayparties,reunions,companyparties
Pickleballleagues
Golflessons&leagues
Youthfitness&wellnessprograms
Pre‐schoolprograms
Youthdevelopmentprograms
Tennislessons&leagues
050100150200
TopPrioritiesforInvestmentforProgramsBasedon
PriorityInvestmentRating
MediumPriority
(50‐99)
LowPriority(0‐50)
HighPriority
(100+)
Jacksonville Parks and Recreation Survey 2023
ETC Institute (2023)
53
Benchmarks
4
Jacksonville Parks and Recreation Survey 2023
ETC Institute (2023)
55
30%
32%
0% 10% 20% 30% 40%
Jacksonville NationalAverage
bypercentageofrespondents
UseofRecreationPrograms
Haveparticipatedinprogramsinthelastyear
Jacksonville Parks and Recreation Survey 2023
ETC Institute (2023)
56
84%
27%
79%
23%
RatedQualityas"Excellent"orGood"
RatedQualityas"Excellent"
0% 20% 40% 60% 80%
Jacksonville NationalAverage
bypercentageofrespondents
RatingParksandRecreationLocations
Jacksonville Parks and Recreation Survey 2023
ETC Institute (2023)
57
bypercentageofrespondents
BarriersToParksandRecreationOfferingsUse
40%
39%
23%
21%
18%
16%
14%
10%
10%
9%
8%
8%
7%
16%
33%
16%
9%
13%
12%
9%
9%
10%
13%
8%
9%
5%
ProgramsIaminterestedinarenotoffered
Idonotknowwhatisbeingoffered
Programtimesarenotconvenient
Lackofqualityprograms
Idonotknowlocationoffacilities
Toofarfromresidence
Facilitiesdonothaverightequipment
Facilitiesarenotwellmaintained
Securityisinsufficient
Feesaretooexpensive
Facilityoperatinghoursarenotconvenient
UsePrivateAgencies
ClassesFull
0% 20% 40%
Jacksonville NationalAverage
Jacksonville Parks and Recreation Survey 2023
ETC Institute (2023)
58
by%ofrespondents
SourcesUsedforInformationaboutParksandRecreation
67%
46%
37%
12%
5%
3%
25%
45%
34%
19%
30%
17%
SocialMedia
FriendsandNeighbors
Website
NewspaperAdvertisements
Departmentemailblasts
0% 15% 30% 45% 60%
Jacksonville NationalAverage
Flyersdistributedat
schools/governmentbuildings
Jacksonville Parks and Recreation Survey 2023
ETC Institute (2023)
59
bypercentageofrespondents
RespondentswithNeedforFacilitiesandAmenities
55%
45%
44%
43%
37%
35%
31%
30%
27%
25%
25%
25%
24%
21%
16%
15%
11%
11%
10%
9%
8%
6%
64%
37%
37%
47%
50%
25%
27%
37%
28%
49%
38%
29%
25%
47%
17%
22%
20%
13%
19%
10%
20%
20%
Walking&bikingtrails
Indoorswimmingpools/leisurepools
Swimmingpools
Naturecenter&trails
Greenspace&naturalareas
Splashpad/waterpark
Indoorfitness&exercisefacilities
Indoorrunning/walkingtrack
Off‐leashdogpark
SmallNeighborhoodParks
Playgroundequipment
OutdoorAmphitheater
SeniorCenters
Largecommunityparks
Youth/AdultBaseball/SoftballFields
Golfcourses
Outdoortenniscourts
Discgolfcourses
Skateboardingpark
Indoorbasketball/volleyballcourts
Outdoorbasketballcourts
0% 20% 40% 60% 80%
Jacksonville NationalAverage
Multi‐purposefields(rugby,lacrosse,football)
Jacksonville Parks and Recreation Survey 2023
ETC Institute (2023)
60
bypercentageofrespondents
RespondentswithNeedforRecreationPrograms
37%
35%
30%
30%
27%
20%
20%
18%
16%
15%
15%
14%
13%
13%
12%
12%
11%
11%
8%
37%
46%
27%
26%
22%
25%
22%
18%
15%
16%
14%
18%
22%
11%
17%
10%
16%
12%
14%
Specialevents
Adultfitnessandwellnessprograms
Adultprogramsfor50years&older
WaterFitnessPrograms
Youthlearntoswimprograms
AdultContinuingEducationPrograms
AdultArts,Dance,PerformingArts
Youthsummercampprograms
Before&afterschoolprograms
YouthArt,Dance,PerformingArts
TeenPrograms
Birthdayparties/reunions/companyparties
AdultSportsPrograms
YouthFitnessandWellnessPrograms
Pickleballleagues
Golflessons&leagues
Pre‐schoolprograms
Tennislessons&leagues
0% 15% 30% 45%
Jacksonville NationalAverage
ProgramsforPeoplewithSpecialNeeds/Disabilities
Jacksonville Parks and Recreation Survey 2023
ETC Institute (2023)
61
bypercentageofrespondents
OutsideOrganizationsUsedforRecreation
43%
27%
20%
20%
4%
1%
47%
14%
25%
14%
17%
37%
CityofJacksonvilleRec.&ParksDept.
Schoolfacilities
Privateclubs(tennis,health,fitness,golf)
Churches
YMCA
Boys/GirlsClub
0% 15% 30% 45%
Jacksonville NationalAverage
Jacksonville Parks and Recreation Survey 2023
ETC Institute (2023)
62
Tabular Data
5
Q1. Counting yourself, how many people in your household are?
Mean Sum
number 3.1
1283
Under age 5 0.2 95
Ages 5-9 0.3 105
Ages 10-14 0.3 110
Ages 15-19 0.2 87
Ages 20-24 0.2 69
Ages 25-34 0.4 171
Ages 35-44 0.4 171
Ages 45-54 0.4 161
Ages 55-64 0.3 144
Ages 65-74 0.3 125
Ages 75+ 0.1 45
Q2. Have you or other members of your household participated in any recreation or sports programs
offered by the Jacksonville Recreation and Parks Department during the past 12 months?
Q2. Have you participated in any recreation or
sports programs during past 12 months Number Percent
Yes 123 29.6 %
No 293 70.4 %
Total 416 100.0 %
Q2a. Approximately, how many different recreation or sports programs have you or members of your
household participated in during the past 12 months?
Q2a. How many different recreation or sports
programs have you participated in during past 12
months Number Percent
1 program 42 34.1 %
2 to 3 programs 59 48.0 %
4 to 6 programs 12 9.8 %
7 to 10 programs 4 3.3 %
11+ programs 1 0.8 %
Not provided 5 4.1 %
Total 123 100.0 %
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(WITHOUT "NOT PROVIDED")
Q2a. Approximately, how many different recreation or sports programs have you or members of your
household participated in during the past 12 months? (without "not provided")
Q2a. How many different recreation or sports
programs have you participated in during past 12
months Number Percent
1 program 42 35.6 %
2 to 3 programs 59 50.0 %
4 to 6 programs 12 10.2 %
7 to 10 programs 4 3.4 %
11+ programs 1 0.8 %
Total 118 100.0 %
Q2b. How would you rate the overall quality of the recreation or sports programs that you and members
of your household have participated in?
Q2b. How would you rate overall quality of
recreation or sports programs Number Percent
Excellent 31 25.2 %
Good 65 52.8 %
Fair 16 13.0 %
Poor 2 1.6 %
Not provided 9 7.3 %
Total 123 100.0 %
(WITHOUT "NOT PROVIDED")
Q2b. How would you rate the overall quality of the recreation or sports programs that you and members
of your household have participated in? (without "not provided")
Q2b. How would you rate overall quality of
recreation or sports programs Number Percent
Excellent 31 27.2 %
Good 65 57.0 %
Fair 16 14.0 %
Poor 2 1.8 %
Total 114 100.0 %
Jacksonville Parks and Recreation Survey 2023
ETC Institute (2023)
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Q3. From the following list, please check ALL the organizations that you or members of your household
have used for indoor and outdoor recreation and sports activities during the last 12 months.
Q3. All the organizations your household has used
for indoor & outdoor recreation & sports activities Number Percent
School facilities 113 27.2 %
Churches 81 19.5 %
Private youth sports leagues 49 11.8 %
YMCA 17 4.1 %
Boys & girls club 4 1.0 %
Onslow County Parks & Rec. 198 47.6 %
Neighboring cities 70 16.8 %
Private clubs (tennis, health, fitness, golf) 82 19.7 %
City of Jacksonville Rec. & Parks Dept. 180 43.3 %
HOA/apartment complex 21 5.0 %
Military facilities 129 31.0 %
Other 19 4.6 %
None. Do not use any organizations 60 14.4 %
Total 1023
(WITHOUT "NONE")
Q3. From the following list, please check ALL the organizations that you or members of your household
have used for indoor and outdoor recreation and sports activities during the last 12 months. (without
"none")
Q3. All the organizations your household has used
for indoor & outdoor recreation & sports activities Number Percent
School facilities 113 31.7 %
Churches 81 22.8 %
Private youth sports leagues 49 13.8 %
YMCA 17 4.8 %
Boys & girls club 4 1.1 %
Onslow County Parks & Rec. 198 55.6 %
Neighboring cities 70 19.7 %
Private clubs (tennis, health, fitness, golf) 82 23.0 %
City of Jacksonville Rec. & Parks Dept. 180 50.6 %
HOA/apartment complex 21 5.9 %
Military facilities 129 36.2 %
Other 19 5.3 %
Total 963
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Q3-12. Other:
Q3-12. Other Number Percent
Parks outside of Onslow County 1 5.3 %
Disc golf 1 5.3 %
Onslow Flying Disc Association 1 5.3 %
Night out in Jacksonville 1 5.3 %
Amusement parks, rollercoasters 1 5.3 %
Cub scouts 1 5.3 %
Gymnastics through private class 1 5.3 %
Planet Fitness 1 5.3 %
Paint in the park, sledding, and other various outdoor
activities 1 5.3 %
Splash pad 1 5.3 %
Senior center 1 5.3 %
Onslow Senior Center 1 5.3 %
Private home pools 1 5.3 %
City and County streets 1 5.3 %
Yoga studio 1 5.3 %
Model airplane field 1 5.3 %
Swingin’ Things, MacDaddies 1 5.3 %
Alcoholic anonymous 1 5.3 %
Hotel for pools 1 5.3 %
Total 19 100.0 %
Q4. Please check ALL the ways you learn about Jacksonville Recreation and Parks Department
programs and activities.
Q4. All the ways you learn about Jacksonville
Recreation & Parks Department programs & activities Number Percent
City program guide/calendar 122 29.3 %
Website 153 36.8 %
Radio 20 4.8 %
G-10 TV 14 3.4 %
Social media (e.g., Facebook, Instagram, Twitter) 280 67.3 %
From friends & neighbors 191 45.9 %
Flyers distributed at schools/government buildings 50 12.0 %
Department email blasts 14 3.4 %
Conversations with City/County staff 27 6.5 %
Newspaper advertisements 19 4.6 %
Newsletters 21 5.0 %
Other 9 2.2 %
Total 920
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Q4-12. Other:
Q4-12. Other Number Percent
Online 1 11.1 %
City utility bill inserts 1 11.1 %
Walk in at rec center 1 11.1 %
Signs on side of the road 1 11.1 %
Usually on the news or the city's social media 1 11.1 %
Water bill 1 11.1 %
Driving around town 1 11.1 %
Relatives 1 11.1 %
HOA 1 11.1 %
Total 9 100.0 %
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Q5. Please indicate if YOU or any members of your HOUSEHOLD have used any of the Jacksonville
Recreation and Parks Department parks listed below.
(N=416)
Yes No
Q5-1. Branchwood Park 7.9% 92.1%
Q5-2. Brook Valley Park 2.9% 97.1%
Q5-3. Brook Valley Park Trail 2.6% 97.4%
Q5-4. Georgetown Park 8.7% 91.3%
Q5-5. Jack Amyette 22.8% 77.2%
Q5-6. Jacksonville Commons Park &
Picnic Shelters 54.8% 45.2%
Q5-7. Jacksonville Commons Trail 39.4% 60.6%
Q5-8. Jacksonville Landing 7.7% 92.3%
Q5-9. Kerr Street Park & Picnic Shelter 11.8% 88.2%
Q5-10. L. P. Willingham Waterfront Park 11.5% 88.5%
Q5-11. Northeast Creek Park Boat Ramp 13.7% 86.3%
Q5-12. Northeast Creek Park Disc Golf
Course 14.7% 85.3%
Q5-13. Northeast Creek Park Nature/
Boardwalk Trail 22.6% 77.4%
Q5-14. Northeast Creek Park Picnic
Shelters 16.3% 83.7%
Q5-15. Northeast Creek Park Splashpads 27.2% 72.8%
Q5-16. Phillips Park 12.5% 87.5%
Q5-17. Rev. E.W. Wooten Park 7.7% 92.3%
Q5-18. Richard Ray All American Park 27.2% 72.8%
Q5-19. Riverwalk Marina 18.3% 81.7%
Q5-20. Riverwalk Park 28.8% 71.2%
Jacksonville Parks and Recreation Survey 2023
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Q5. Please indicate if YOU or any members of your HOUSEHOLD have used any of the Jacksonville
Recreation and Parks Department parks listed below.
Yes No
Q5-21. Sherwood Forest Park 4.3% 95.7%
Q5-22. Sturgeon City Boardwalk Trail 27.6% 72.4%
Q5-23. Sturgeon City Park 30.5% 69.5%
Q5-24. Trails & Greenways 16.8% 83.2%
Q5-25. Wilson Bay Park 30.0% 70.0%
Q5-26. Woodlands Park 7.0% 93.0%
Q5-27. Other 4.3% 95.7%
Jacksonville Parks and Recreation Survey 2023
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Q5. If "Yes," how do you rate the condition of this park?
(N=373)
Above Below
Excellent average Average average Poor Not provided
Q5-1. Branchwood
Park 21.2% 24.2% 45.5% 6.1% 3.0% 0.0%
Q5-2. Brook Valley
Park 8.3% 25.0% 50.0% 16.7% 0.0% 0.0%
Q5-3. Brook Valley
Park Trail 18.2% 9.1% 63.6% 9.1% 0.0% 0.0%
Q5-4. Georgetown
Park 30.6% 22.2% 36.1% 5.6% 2.8% 2.8%
Q5-5. Jack Amyette 33.7% 29.5% 34.7% 1.1% 0.0% 1.1%
Q5-6. Jacksonville
Commons Park & Picnic
Shelters 31.1% 31.1% 31.6% 0.4% 0.9% 4.8%
Q5-7. Jacksonville
Commons Trail 27.4% 33.5% 27.4% 5.5% 1.8% 4.3%
Q5-8. Jacksonville
Landing 28.1% 18.8% 34.4% 6.3% 0.0% 12.5%
Q5-9. Kerr Street
Park & Picnic Shelter 24.5% 18.4% 40.8% 8.2% 0.0% 8.2%
Q5-10. L. P.
Willingham Waterfront
Park 33.3% 10.4% 35.4% 12.5% 2.1% 6.3%
Q5-11. Northeast
Creek Park Boat Ramp 29.8% 26.3% 35.1% 0.0% 1.8% 7.0%
Q5-12. Northeast
Creek Park Disc Golf
Course 26.2% 23.0% 47.5% 0.0% 1.6% 1.6%
Q5-13. Northeast
Creek Park Nature/
Boardwalk Trail 19.1% 17.0% 29.8% 14.9% 13.8% 5.3%
Jacksonville Parks and Recreation Survey 2023
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Q5. If "Yes," how do you rate the condition of this park?
Above Below
Excellent average Average average Poor Not provided
Q5-14. Northeast
Creek Park Picnic
Shelters 20.6% 29.4% 33.8% 8.8% 1.5% 5.9%
Q5-15. Northeast
Creek Park Splashpads 37.2% 35.4% 21.2% 3.5% 0.0% 2.7%
Q5-16. Phillips Park 7.7% 9.6% 42.3% 13.5% 19.2% 7.7%
Q5-17. Rev. E.W.
Wooten Park 12.5% 31.3% 40.6% 3.1% 3.1% 9.4%
Q5-18. Richard Ray
All American Park 26.5% 39.8% 24.8% 3.5% 0.0% 5.3%
Q5-19. Riverwalk
Marina 22.4% 28.9% 38.2% 3.9% 0.0% 6.6%
Q5-20. Riverwalk Park 27.5% 29.2% 33.3% 3.3% 0.8% 5.8%
Q5-21. Sherwood
Forest Park 11.1% 11.1% 44.4% 22.2% 0.0% 11.1%
Q5-22. Sturgeon City
Boardwalk Trail 27.8% 33.0% 27.8% 7.0% 1.7% 2.6%
Q5-23. Sturgeon City
Park 31.5% 30.7% 30.7% 3.9% 0.8% 2.4%
Q5-24. Trails &
Greenways 21.4% 25.7% 44.3% 4.3% 1.4% 2.9%
Q5-25. Wilson Bay
Park 23.2% 20.0% 42.4% 9.6% 2.4% 2.4%
Q5-26. Woodlands
Park 13.8% 34.5% 37.9% 6.9% 0.0% 6.9%
Q5-27. Other 41.2% 11.8% 35.3% 5.9% 5.9% 0.0%
Jacksonville Parks and Recreation Survey 2023
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(WITHOUT "NOT PROVIDED")
Q5. If "Yes," how do you rate the condition of this park? (without "not provided")
(N=373)
Above Below
Excellent average Average average Poor
Q5-1. Branchwood Park 21.2% 24.2% 45.5% 6.1% 3.0%
Q5-2. Brook Valley Park 8.3% 25.0% 50.0% 16.7% 0.0%
Q5-3. Brook Valley Park Trail 18.2% 9.1% 63.6% 9.1% 0.0%
Q5-4. Georgetown Park 31.4% 22.9% 37.1% 5.7% 2.9%
Q5-5. Jack Amyette 34.0% 29.8% 35.1% 1.1% 0.0%
Q5-6. Jacksonville Commons Park &
Picnic Shelters 32.7% 32.7% 33.2% 0.5% 0.9%
Q5-7. Jacksonville Commons Trail 28.7% 35.0% 28.7% 5.7% 1.9%
Q5-8. Jacksonville Landing 32.1% 21.4% 39.3% 7.1% 0.0%
Q5-9. Kerr Street Park & Picnic Shelter 26.7% 20.0% 44.4% 8.9% 0.0%
Q5-10. L. P. Willingham Waterfront
Park 35.6% 11.1% 37.8% 13.3% 2.2%
Q5-11. Northeast Creek Park Boat
Ramp 32.1% 28.3% 37.7% 0.0% 1.9%
Q5-12. Northeast Creek Park Disc
Golf Course 26.7% 23.3% 48.3% 0.0% 1.7%
Q5-13. Northeast Creek Park Nature/
Boardwalk Trail 20.2% 18.0% 31.5% 15.7% 14.6%
Q5-14. Northeast Creek Park Picnic
Shelters 21.9% 31.3% 35.9% 9.4% 1.6%
Q5-15. Northeast Creek Park
Splashpads 38.2% 36.4% 21.8% 3.6% 0.0%
Q5-16. Phillips Park 8.3% 10.4% 45.8% 14.6% 20.8%
Q5-17. Rev. E.W. Wooten Park 13.8% 34.5% 44.8% 3.4% 3.4%
Q5-18. Richard Ray All American
Park 28.0% 42.1% 26.2% 3.7% 0.0%
Jacksonville Parks and Recreation Survey 2023
ETC Institute (2023)
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(WITHOUT "NOT PROVIDED")
Q5. If "Yes," how do you rate the condition of this park? (without "not provided")
Above Below
Excellent average Average average Poor
Q5-19. Riverwalk Marina 23.9% 31.0% 40.8% 4.2% 0.0%
Q5-20. Riverwalk Park 29.2% 31.0% 35.4% 3.5% 0.9%
Q5-21. Sherwood Forest Park 12.5% 12.5% 50.0% 25.0% 0.0%
Q5-22. Sturgeon City Boardwalk Trail 28.6% 33.9% 28.6% 7.1% 1.8%
Q5-23. Sturgeon City Park 32.3% 31.5% 31.5% 4.0% 0.8%
Q5-24. Trails & Greenways 22.1% 26.5% 45.6% 4.4% 1.5%
Q5-25. Wilson Bay Park 23.8% 20.5% 43.4% 9.8% 2.5%
Q5-26. Woodlands Park 14.8% 37.0% 40.7% 7.4% 0.0%
Q5-27. Other 41.2% 11.8% 35.3% 5.9% 5.9%
Q6. Please indicate if YOU or any members of your HOUSEHOLD have used any of the Jacksonville
Recreation and Parks Department indoor facilities listed below.
(N=416)
Yes No
Q6-1. Jack Amyette Rec. Center 9.9% 90.1%
Q6-2. Jacksonville Commons Rec.
Center 37.5% 62.5%
Q6-3. Jacksonville Commons Adult
Center 11.5% 88.5%
Q6-4. Jacksonville Youth Center 2.2% 97.8%
Q6-5. Kerr Street Rec. Center 2.4% 97.6%
Q6-6. Northwoods Rec. Center 4.8% 95.2%
Jacksonville Parks and Recreation Survey 2023
ETC Institute (2023)
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Q6. If "Yes," how do you rate the condition of the facility?
(N=193)
Above Below
Excellent average Average average Poor Not provided
Q6-1. Jack Amyette
Rec. Center 48.8% 22.0% 24.4% 2.4% 0.0% 2.4%
Q6-2. Jacksonville
Commons Rec. Center 38.5% 34.0% 25.0% 1.3% 0.0% 1.3%
Q6-3. Jacksonville
Commons Adult Center 45.8% 25.0% 22.9% 4.2% 0.0% 2.1%
Q6-4. Jacksonville
Youth Center 22.2% 0.0% 55.6% 22.2% 0.0% 0.0%
Q6-5. Kerr Street Rec.
Center 20.0% 10.0% 60.0% 10.0% 0.0% 0.0%
Q6-6. Northwoods
Rec. Center 5.0% 30.0% 45.0% 15.0% 5.0% 0.0%
(WITHOUT "NOT PROVIDED")
Q6. If "Yes," how do you rate the condition of the facility? (without "not provided")
(N=193)
Above Below
Excellent average Average average Poor
Q6-1. Jack Amyette Rec. Center 50.0% 22.5% 25.0% 2.5% 0.0%
Q6-2. Jacksonville Commons Rec.
Center 39.0% 34.4% 25.3% 1.3% 0.0%
Q6-3. Jacksonville Commons Adult
Center 46.8% 25.5% 23.4% 4.3% 0.0%
Q6-4. Jacksonville Youth Center 22.2% 0.0% 55.6% 22.2% 0.0%
Q6-5. Kerr Street Rec. Center 20.0% 10.0% 60.0% 10.0% 0.0%
Q6-6. Northwoods Rec. Center 5.0% 30.0% 45.0% 15.0% 5.0%
Jacksonville Parks and Recreation Survey 2023
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Q7. Please indicate if YOU or any members of your HOUSEHOLD have used any of the Jacksonville
Recreation and Parks Department sports fields/courts listed below.
(N=416)
Yes No
Q7-1. Georgetown Park Athletic Fields &
Basketball Court 3.1% 96.9%
Q7-2. Jack Amyette Athletic Fields 5.8% 94.2%
Q7-3. Jacksonville Commons Athletic
Fields Basketball Court, Tennis Courts, &
Pickleball Courts 22.4% 77.6%
Q7-4. Jacksonville High School Tennis
Courts 5.5% 94.5%
Q7-5. JASA Fields 14.4% 85.6%
Q7-6. Kerr Street Athletic Field,
Basketball Court, Tennis Courts &
Pickleball Courts 3.6% 96.4%
Q7-7. Northeast Creek Park Athletic
Fields 10.1% 89.9%
Q7-8. Phillips Park Basketball Court 1.7% 98.3%
Q7-9. Woodlands Park Athletic Fields 4.6% 95.4%
Jacksonville Parks and Recreation Survey 2023
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(WITHOUT "NOT PROVIDED")
Q7. If "Yes," how do you rate the condition of the field/court?
(N=169)
Above Below
Excellent average Average average Poor Not provided
Q7-1. Georgetown
Park Athletic Fields &
Basketball Court 23.1% 23.1% 38.5% 7.7% 0.0% 7.7%
Q7-2. Jack Amyette
Athletic Fields 33.3% 20.8% 45.8% 0.0% 0.0% 0.0%
Q7-3. Jacksonville
Commons Athletic
Fields Basketball Court,
Tennis Courts, &
Pickleball Courts 30.1% 32.3% 30.1% 5.4% 0.0% 2.2%
Q7-4. Jacksonville
High School Tennis
Courts 0.0% 13.0% 26.1% 13.0% 39.1% 8.7%
Q7-5. JASA Fields 23.3% 45.0% 28.3% 1.7% 0.0% 1.7%
Q7-6. Kerr Street
Athletic Field,
Basketball Court,
Tennis Courts &
Pickleball Courts 33.3% 20.0% 26.7% 6.7% 13.3% 0.0%
Q7-7. Northeast Creek
Park Athletic Fields 23.8% 23.8% 47.6% 2.4% 2.4% 0.0%
Q7-8. Phillips Park
Basketball Court 0.0% 14.3% 57.1% 0.0% 28.6% 0.0%
Q7-9. Woodlands Park
Athletic Fields 31.6% 36.8% 26.3% 5.3% 0.0% 0.0%
Jacksonville Parks and Recreation Survey 2023
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(WITHOUT "NOT PROVIDED")
Q7. If "Yes," how do you rate the condition of the field/court? (without "not provided")
(N=169)
Above Below
Excellent average Average average Poor
Q7-1. Georgetown Park Athletic
Fields & Basketball Court 25.0% 25.0% 41.7% 8.3% 0.0%
Q7-2. Jack Amyette Athletic Fields 33.3% 20.8% 45.8% 0.0% 0.0%
Q7-3. Jacksonville Commons Athletic
Fields Basketball Court, Tennis Courts,
& Pickleball Courts 30.8% 33.0% 30.8% 5.5% 0.0%
Q7-4. Jacksonville High School Tennis
Courts 0.0% 14.3% 28.6% 14.3% 42.9%
Q7-5. JASA Fields 23.7% 45.8% 28.8% 1.7% 0.0%
Q7-6. Kerr Street Athletic Field,
Basketball Court, Tennis Courts &
Pickleball Courts 33.3% 20.0% 26.7% 6.7% 13.3%
Q7-7. Northeast Creek Park Athletic
Fields 23.8% 23.8% 47.6% 2.4% 2.4%
Q7-8. Phillips Park Basketball Court 0.0% 14.3% 57.1% 0.0% 28.6%
Q7-9. Woodlands Park Athletic Fields 31.6% 36.8% 26.3% 5.3% 0.0%
Jacksonville Parks and Recreation Survey 2023
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Q8. Please indicate if YOU or any members of your HOUSEHOLD have a need for each of the parks and
recreation facilities listed below.
(N=416)
Yes No
Q8-1. Youth soccer fields 12.7% 87.3%
Q8-2. Youth baseball & softball fields 10.3% 89.7%
Q8-3. Multi-purpose fields (rugby,
lacrosse, football) 9.6% 90.4%
Q8-4. Adult soccer fields 6.0% 94.0%
Q8-5. Adult baseball & softball fields 6.0% 94.0%
Q8-6. Outdoor tennis courts 10.6% 89.4%
Q8-7. Green space & natural areas 37.3% 62.7%
Q8-8. Off-leash dog park 26.7% 73.3%
Q8-9. Splashpad/water park 35.3% 64.7%
Q8-10. Playground equipment 24.8% 75.2%
Q8-11. Disc golf 10.6% 89.4%
Q8-12. Skateboarding park 9.4% 90.6%
Q8-13. Walking & biking trails 54.6% 45.4%
Q8-14. Nature center & trails 43.3% 56.7%
Q8-15. Indoor swimming pools/leisure
pools 44.7% 55.3%
Q8-16. Senior center 24.0% 76.0%
Q8-17. Small neighborhood parks 24.8% 75.2%
Q8-18. Large community parks 20.9% 79.1%
Q8-19. Indoor fitness & exercise facilities 30.5% 69.5%
Q8-20. Indoor running/walking track 29.8% 70.2%
Q8-21. Public golf course 14.9% 85.1%
Jacksonville Parks and Recreation Survey 2023
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Q8. Please indicate if YOU or any members of your HOUSEHOLD have a need for each of the parks and
recreation facilities listed below.
Yes No
Q8-22. Indoor basketball/volleyball courts 7.5% 92.5%
Q8-23. Outdoor basketball courts 5.5% 94.5%
Q8-24. Teen/youth center 14.2% 85.8%
Q8-25. Amphitheater 24.8% 75.2%
Q8-26. Arts center 22.4% 77.6%
Q8-27. Camping facilities 19.0% 81.0%
Q8-28. Swimming pools 43.5% 56.5%
Q8-29. Other 4.8% 95.2%
Jacksonville Parks and Recreation Survey 2023
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Q8. If "YES," please rate ALL the following parks and recreation FACILITIES of this type on a scale of
5 to 1, where 5 means "100% Meets Needs" and 1 means "Does Not Meet Needs" of your household.
(N=384)
100% met 75% met 50% met 25% met 0% met
Q8-1. Youth soccer fields 32.0% 28.0% 18.0% 16.0% 6.0%
Q8-2. Youth baseball & softball fields 38.1% 23.8% 19.0% 11.9% 7.1%
Q8-3. Multi-purpose fields (rugby,
lacrosse, football) 11.4% 11.4% 17.1% 28.6% 31.4%
Q8-4. Adult soccer fields 4.8% 9.5% 23.8% 19.0% 42.9%
Q8-5. Adult baseball & softball fields 28.6% 19.0% 28.6% 14.3% 9.5%
Q8-6. Outdoor tennis courts 15.4% 28.2% 25.6% 23.1% 7.7%
Q8-7. Green space & natural areas 14.9% 22.3% 33.8% 21.6% 7.4%
Q8-8. Off-leash dog park 4.8% 4.8% 5.7% 12.4% 72.4%
Q8-9. Splashpad/water park 25.9% 22.3% 27.3% 13.7% 10.8%
Q8-10. Playground equipment 25.0% 37.0% 30.0% 5.0% 3.0%
Q8-11. Disc golf 30.2% 32.6% 14.0% 18.6% 4.7%
Q8-12. Skateboarding park 11.1% 0.0% 2.8% 16.7% 69.4%
Q8-13. Walking & biking trails 15.3% 25.1% 27.0% 28.4% 4.2%
Q8-14. Nature center & trails 10.6% 18.8% 26.5% 28.2% 15.9%
Q8-15. Indoor swimming pools/leisure
pools 2.9% 1.1% 1.7% 4.6% 89.7%
Q8-16. Senior center 16.1% 21.5% 24.7% 16.1% 21.5%
Q8-17. Small neighborhood parks 20.0% 18.9% 23.2% 26.3% 11.6%
Q8-18. Large community parks 19.8% 19.8% 32.1% 19.8% 8.6%
Q8-19. Indoor fitness & exercise
facilities 5.3% 7.9% 14.9% 26.3% 45.6%
Q8-20. Indoor running/walking track 0.9% 2.6% 4.4% 8.8% 83.3%
Jacksonville Parks and Recreation Survey 2023
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Q8. If "YES," please rate ALL the following parks and recreation FACILITIES of this type on a scale of
5 to 1, where 5 means "100% Meets Needs" and 1 means "Does Not Meet Needs" of your household.
100% met 75% met 50% met 25% met 0% met
Q8-21. Public golf course 3.7% 0.0% 3.7% 5.6% 87.0%
Q8-22. Indoor basketball/volleyball
courts 7.4% 11.1% 22.2% 37.0% 22.2%
Q8-23. Outdoor basketball courts 13.6% 18.2% 27.3% 31.8% 9.1%
Q8-24. Teen/youth center 1.8% 1.8% 12.5% 23.2% 60.7%
Q8-25. Amphitheater 11.8% 9.7% 18.3% 17.2% 43.0%
Q8-26. Arts center 3.6% 4.8% 6.0% 21.4% 64.3%
Q8-27. Camping facilities 3.9% 1.3% 3.9% 19.5% 71.4%
Q8-28. Swimming pools 3.5% 0.0% 4.1% 4.1% 88.4%
Q8-29. Other 0.0% 12.5% 18.8% 18.8% 50.0%
Jacksonville Parks and Recreation Survey 2023
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Q9. Which FOUR of the parks/facilities listed in Question 8 are most important to your household?
Q9. Top choice Number Percent
Youth soccer fields 9 2.2 %
Youth baseball & softball fields 7 1.7 %
Multi-purpose fields (rugby, lacrosse, football) 6 1.4 %
Adult baseball & softball fields 6 1.4 %
Outdoor tennis courts 1 0.2 %
Green space & natural areas 40 9.6 %
Off-leash dog park 31 7.5 %
Splashpad/water park 21 5.0 %
Playground equipment 10 2.4 %
Disc golf 18 4.3 %
Skateboarding park 4 1.0 %
Walking & biking trails 47 11.3 %
Nature center & trails 22 5.3 %
Indoor swimming pools/leisure pools 43 10.3 %
Senior center 18 4.3 %
Small neighborhood parks 4 1.0 %
Large community parks 2 0.5 %
Indoor fitness & exercise facilities 4 1.0 %
Indoor running/walking track 7 1.7 %
Public golf course 6 1.4 %
Indoor basketball/volleyball courts 5 1.2 %
Teen/youth center 8 1.9 %
Amphitheater 9 2.2 %
Arts center 3 0.7 %
Camping facilities 1 0.2 %
Swimming pools 46 11.1 %
None chosen 38 9.1 %
Total 416 100.0 %
Jacksonville Parks and Recreation Survey 2023
ETC Institute (2023)
83
Q9. Which FOUR of the parks/facilities listed in Question 8 are most important to your household?
Q9. 2nd choice Number Percent
Youth soccer fields 7 1.7 %
Youth baseball & softball fields 2 0.5 %
Multi-purpose fields (rugby, lacrosse, football) 7 1.7 %
Adult soccer fields 4 1.0 %
Adult baseball & softball fields 1 0.2 %
Outdoor tennis courts 6 1.4 %
Green space & natural areas 18 4.3 %
Off-leash dog park 20 4.8 %
Splashpad/water park 19 4.6 %
Playground equipment 19 4.6 %
Disc golf 2 0.5 %
Skateboarding park 6 1.4 %
Walking & biking trails 58 13.9 %
Nature center & trails 42 10.1 %
Indoor swimming pools/leisure pools 31 7.5 %
Senior center 17 4.1 %
Small neighborhood parks 9 2.2 %
Large community parks 6 1.4 %
Indoor fitness & exercise facilities 13 3.1 %
Indoor running/walking track 12 2.9 %
Public golf course 3 0.7 %
Indoor basketball/volleyball courts 4 1.0 %
Outdoor basketball courts 1 0.2 %
Teen/youth center 7 1.7 %
Amphitheater 7 1.7 %
Arts center 10 2.4 %
Camping facilities 7 1.7 %
Swimming pools 31 7.5 %
None chosen 47 11.3 %
Total 416 100.0 %
Jacksonville Parks and Recreation Survey 2023
ETC Institute (2023)
84
Q9. Which FOUR of the parks/facilities listed in Question 8 are most important to your household?
Q9. 3rd choice Number Percent
Youth soccer fields 7 1.7 %
Youth baseball & softball fields 7 1.7 %
Multi-purpose fields (rugby, lacrosse, football) 3 0.7 %
Adult baseball & softball fields 3 0.7 %
Outdoor tennis courts 4 1.0 %
Green space & natural areas 32 7.7 %
Off-leash dog park 15 3.6 %
Splashpad/water park 24 5.8 %
Playground equipment 11 2.6 %
Disc golf 3 0.7 %
Skateboarding park 7 1.7 %
Walking & biking trails 30 7.2 %
Nature center & trails 38 9.1 %
Indoor swimming pools/leisure pools 25 6.0 %
Senior center 12 2.9 %
Small neighborhood parks 16 3.8 %
Large community parks 4 1.0 %
Indoor fitness & exercise facilities 10 2.4 %
Indoor running/walking track 15 3.6 %
Public golf course 10 2.4 %
Indoor basketball/volleyball courts 2 0.5 %
Teen/youth center 10 2.4 %
Amphitheater 16 3.8 %
Arts center 6 1.4 %
Camping facilities 9 2.2 %
Swimming pools 29 7.0 %
None chosen 68 16.3 %
Total 416 100.0 %
Jacksonville Parks and Recreation Survey 2023
ETC Institute (2023)
85
Q9. Which FOUR of the parks/facilities listed in Question 8 are most important to your household?
Q9. 4th choice Number Percent
Youth soccer fields 6 1.4 %
Youth baseball & softball fields 5 1.2 %
Multi-purpose fields (rugby, lacrosse, football) 2 0.5 %
Adult soccer fields 5 1.2 %
Outdoor tennis courts 2 0.5 %
Green space & natural areas 25 6.0 %
Off-leash dog park 10 2.4 %
Splashpad/water park 10 2.4 %
Playground equipment 14 3.4 %
Disc golf 4 1.0 %
Skateboarding park 3 0.7 %
Walking & biking trails 26 6.3 %
Nature center & trails 24 5.8 %
Indoor swimming pools/leisure pools 22 5.3 %
Senior center 7 1.7 %
Small neighborhood parks 12 2.9 %
Large community parks 9 2.2 %
Indoor fitness & exercise facilities 16 3.8 %
Indoor running/walking track 18 4.3 %
Public golf course 8 1.9 %
Indoor basketball/volleyball courts 1 0.2 %
Outdoor basketball courts 3 0.7 %
Teen/youth center 5 1.2 %
Amphitheater 13 3.1 %
Arts center 15 3.6 %
Camping facilities 7 1.7 %
Swimming pools 21 5.0 %
None chosen 123 29.6 %
Total 416 100.0 %
Jacksonville Parks and Recreation Survey 2023
ETC Institute (2023)
86
(SUM OF TOP 4)
Q9. Which FOUR of the parks/facilities listed in Question 8 are most important to your household? (top
4)
Q9. Top choice Number Percent
Youth soccer fields 29 7.0 %
Youth baseball & softball fields 21 5.0 %
Multi-purpose fields (rugby, lacrosse, football) 18 4.3 %
Adult soccer fields 9 2.2 %
Adult baseball & softball fields 10 2.4 %
Outdoor tennis courts 13 3.1 %
Green space & natural areas 115 27.6 %
Off-leash dog park 76 18.3 %
Splashpad/water park 74 17.8 %
Playground equipment 54 13.0 %
Disc golf 27 6.5 %
Skateboarding park 20 4.8 %
Walking & biking trails 161 38.7 %
Nature center & trails 126 30.3 %
Indoor swimming pools/leisure pools 121 29.1 %
Senior center 54 13.0 %
Small neighborhood parks 41 9.9 %
Large community parks 21 5.0 %
Indoor fitness & exercise facilities 43 10.3 %
Indoor running/walking track 52 12.5 %
Public golf course 27 6.5 %
Indoor basketball/volleyball courts 12 2.9 %
Outdoor basketball courts 4 1.0 %
Teen/youth center 30 7.2 %
Amphitheater 45 10.8 %
Arts center 34 8.2 %
Camping facilities 24 5.8 %
Swimming pools 127 30.5 %
None chosen 38 9.1 %
Total 1426
Jacksonville Parks and Recreation Survey 2023
ETC Institute (2023)
87
Q10. Please indicate if YOU or any members of your HOUSEHOLD have a need for each of the sports
and recreation programs listed below.
(N=416)
Yes No
Q10-1. Youth learn to swim programs 27.4% 72.6%
Q10-2. Pre-school programs 11.3% 88.7%
Q10-3. Before & after school programs 15.6% 84.4%
Q10-4. Youth summer camp programs 18.3% 81.7%
Q10-5. Youth sports programs 16.6% 83.4%
Q10-6. Youth fitness & wellness programs 12.3% 87.7%
Q10-7. Programs for teens 15.1% 84.9%
Q10-8. Adult fitness & wellness programs 35.1% 64.9%
Q10-9. Water fitness programs 29.8% 70.2%
Q10-10. Tennis lessons & leagues 7.5% 92.5%
Q10-11. Youth art, dance, performing
arts 15.1% 84.9%
Q10-12. Adult art, dance, performing arts 19.7% 80.3%
Q10-13. Adult sports programs 12.7% 87.3%
Q10-14. Adult programs for 50 years &
older 29.8% 70.2%
Q10-15. Programs for people with
disabilities 12.5% 87.5%
Q10-16. Birthday parties, reunions,
company parties 13.9% 86.1%
Q10-17. Adult continuing education
programs 20.4% 79.6%
Q10-18. Golf lessons & leagues 11.3% 88.7%
Q10-19. Special events, e.g., concerts,
movies 37.3% 62.7%
Jacksonville Parks and Recreation Survey 2023
ETC Institute (2023)
88
Q10. Please indicate if YOU or any members of your HOUSEHOLD have a need for each of the sports
and recreation programs listed below.
Yes No
Q10-20. Nature programs/environmental
education 22.8% 77.2%
Q10-21. Travel programs/trips 18.5% 81.5%
Q10-22. Programs with your pets 19.2% 80.8%
Q10-23. Youth development programs 10.3% 89.7%
Q10-24. Outdoor adventure programs 25.2% 74.8%
Q10-25. Pickleball leagues 11.5% 88.5%
Q10-26. Other 3.4% 96.6%
Jacksonville Parks and Recreation Survey 2023
ETC Institute (2023)
89
Q10. If "YES," please rate the following recreation PROGRAMS on a scale of 5 to 1, where 5 means
"100% Meets Needs" and 1 means "Does Not Meet Needs" of your household.
(N=368)
100% met 75% met 50% met 25% met 0% met
Q10-1. Youth learn to swim programs 4.0% 9.0% 6.0% 13.0% 68.0%
Q10-2. Pre-school programs 5.1% 12.8% 10.3% 23.1% 48.7%
Q10-3. Before & after school programs 22.8% 14.0% 26.3% 15.8% 21.1%
Q10-4. Youth summer camp programs 12.5% 18.8% 18.8% 28.1% 21.9%
Q10-5. Youth sports programs 19.7% 24.6% 27.9% 18.0% 9.8%
Q10-6. Youth fitness & wellness
programs 4.3% 8.5% 10.6% 21.3% 55.3%
Q10-7. Programs for teens 0.0% 5.1% 15.3% 30.5% 49.2%
Q10-8. Adult fitness & wellness
programs 4.8% 12.1% 17.7% 29.8% 35.5%
Q10-9. Water fitness programs 3.4% 1.7% 3.4% 7.8% 83.6%
Q10-10. Tennis lessons & leagues 0.0% 7.4% 3.7% 22.2% 66.7%
Q10-11. Youth art, dance, performing
arts 1.7% 3.3% 10.0% 28.3% 56.7%
Q10-12. Adult art, dance, performing
arts 1.5% 7.4% 4.4% 13.2% 73.5%
Q10-13. Adult sports programs 6.4% 4.3% 21.3% 27.7% 40.4%
Q10-14. Adult programs for 50 years &
older 3.1% 10.3% 14.4% 33.0% 39.2%
Q10-15. Programs for people with
disabilities 2.3% 0.0% 9.3% 27.9% 60.5%
Q10-16. Birthday parties, reunions,
company parties 7.8% 9.8% 23.5% 27.5% 31.4%
Q10-17. Adult continuing education
programs 0.0% 8.2% 13.7% 28.8% 49.3%
Q10-18. Golf lessons & leagues 0.0% 7.0% 7.0% 20.9% 65.1%
Jacksonville Parks and Recreation Survey 2023
ETC Institute (2023)
90
Q10. If "YES," please rate the following recreation PROGRAMS on a scale of 5 to 1, where 5 means
"100% Meets Needs" and 1 means "Does Not Meet Needs" of your household.
100% met 75% met 50% met 25% met 0% met
Q10-19. Special events, e.g., concerts,
movies 4.4% 7.3% 17.5% 27.0% 43.8%
Q10-20. Nature programs/
environmental education 3.5% 4.7% 25.9% 25.9% 40.0%
Q10-21. Travel programs/trips 3.2% 6.3% 11.1% 19.0% 60.3%
Q10-22. Programs with your pets 2.8% 1.4% 4.2% 16.7% 75.0%
Q10-23. Youth development programs 2.6% 2.6% 20.5% 33.3% 41.0%
Q10-24. Outdoor adventure programs 1.1% 4.4% 10.0% 25.6% 58.9%
Q10-25. Pickleball leagues 2.3% 7.0% 20.9% 16.3% 53.5%
Q10-26. Other 0.0% 9.1% 9.1% 18.2% 63.6%
Jacksonville Parks and Recreation Survey 2023
ETC Institute (2023)
91
Q11. Which FOUR of the programs listed in Question 10 are most important to your household?
Q11. Top choice Number Percent
Youth learn to swim programs 49 11.8 %
Pre-school programs 12 2.9 %
Before & after school programs 13 3.1 %
Youth summer camp programs 12 2.9 %
Youth sports programs 11 2.6 %
Youth fitness & wellness programs 3 0.7 %
Programs for teens 9 2.2 %
Adult fitness & wellness programs 36 8.7 %
Water fitness programs 23 5.5 %
Tennis lessons & leagues 3 0.7 %
Youth art, dance, performing arts 4 1.0 %
Adult art, dance, performing arts 9 2.2 %
Adult sports programs 6 1.4 %
Adult programs for 50 years & older 33 7.9 %
Programs for people with disabilities 12 2.9 %
Birthday parties, reunions, company parties 3 0.7 %
Adult continuing education programs 11 2.6 %
Golf lessons & leagues 7 1.7 %
Special events, e.g., concerts, movies 21 5.0 %
Nature programs/environmental education 11 2.6 %
Travel programs/trips 6 1.4 %
Programs with your pets 13 3.1 %
Youth development programs 4 1.0 %
Outdoor adventure programs 8 1.9 %
Pickleball leagues 14 3.4 %
None chosen 83 20.0 %
Total 416 100.0 %
Jacksonville Parks and Recreation Survey 2023
ETC Institute (2023)
92
Q11. Which FOUR of the programs listed in Question 10 are most important to your household?
Q11. 2nd choice Number Percent
Youth learn to swim programs 14 3.4 %
Pre-school programs 8 1.9 %
Before & after school programs 15 3.6 %
Youth summer camp programs 9 2.2 %
Youth sports programs 3 0.7 %
Youth fitness & wellness programs 10 2.4 %
Programs for teens 12 2.9 %
Adult fitness & wellness programs 31 7.5 %
Water fitness programs 23 5.5 %
Tennis lessons & leagues 2 0.5 %
Youth art, dance, performing arts 5 1.2 %
Adult art, dance, performing arts 12 2.9 %
Adult sports programs 5 1.2 %
Adult programs for 50 years & older 35 8.4 %
Programs for people with disabilities 13 3.1 %
Birthday parties, reunions, company parties 6 1.4 %
Adult continuing education programs 13 3.1 %
Golf lessons & leagues 7 1.7 %
Special events, e.g., concerts, movies 29 7.0 %
Nature programs/environmental education 15 3.6 %
Travel programs/trips 6 1.4 %
Programs with your pets 14 3.4 %
Outdoor adventure programs 14 3.4 %
Pickleball leagues 4 1.0 %
None chosen 111 26.7 %
Total 416 100.0 %
Jacksonville Parks and Recreation Survey 2023
ETC Institute (2023)
93
Q11. Which FOUR of the programs listed in Question 10 are most important to your household?
Q11. 3rd choice Number Percent
Youth learn to swim programs 10 2.4 %
Pre-school programs 3 0.7 %
Before & after school programs 5 1.2 %
Youth summer camp programs 9 2.2 %
Youth sports programs 7 1.7 %
Youth fitness & wellness programs 6 1.4 %
Programs for teens 8 1.9 %
Adult fitness & wellness programs 15 3.6 %
Water fitness programs 22 5.3 %
Tennis lessons & leagues 6 1.4 %
Youth art, dance, performing arts 7 1.7 %
Adult art, dance, performing arts 13 3.1 %
Adult sports programs 7 1.7 %
Adult programs for 50 years & older 24 5.8 %
Programs for people with disabilities 8 1.9 %
Birthday parties, reunions, company parties 5 1.2 %
Adult continuing education programs 17 4.1 %
Golf lessons & leagues 6 1.4 %
Special events, e.g., concerts, movies 30 7.2 %
Nature programs/environmental education 20 4.8 %
Travel programs/trips 23 5.5 %
Programs with your pets 9 2.2 %
Youth development programs 7 1.7 %
Outdoor adventure programs 9 2.2 %
Pickleball leagues 3 0.7 %
None chosen 137 32.9 %
Total 416 100.0 %
Jacksonville Parks and Recreation Survey 2023
ETC Institute (2023)
94
Q11. Which FOUR of the programs listed in Question 10 are most important to your household?
Q11. 4th choice Number Percent
Youth learn to swim programs 6 1.4 %
Pre-school programs 1 0.2 %
Before & after school programs 3 0.7 %
Youth summer camp programs 5 1.2 %
Youth sports programs 8 1.9 %
Youth fitness & wellness programs 2 0.5 %
Programs for teens 2 0.5 %
Adult fitness & wellness programs 23 5.5 %
Water fitness programs 14 3.4 %
Tennis lessons & leagues 4 1.0 %
Youth art, dance, performing arts 3 0.7 %
Adult art, dance, performing arts 8 1.9 %
Adult sports programs 7 1.7 %
Adult programs for 50 years & older 21 5.0 %
Programs for people with disabilities 9 2.2 %
Birthday parties, reunions, company parties 7 1.7 %
Adult continuing education programs 10 2.4 %
Golf lessons & leagues 3 0.7 %
Special events, e.g., concerts, movies 27 6.5 %
Nature programs/environmental education 7 1.7 %
Travel programs/trips 16 3.8 %
Programs with your pets 9 2.2 %
Youth development programs 7 1.7 %
Outdoor adventure programs 26 6.3 %
Pickleball leagues 3 0.7 %
None chosen 185 44.5 %
Total 416 100.0 %
Jacksonville Parks and Recreation Survey 2023
ETC Institute (2023)
95
(SUM OF TOP 4)
Q11. Which FOUR of the programs listed in Question 10 are most important to your household? (top 4)
Q11. Top choice Number Percent
Youth learn to swim programs 79 19.0 %
Pre-school programs 24 5.8 %
Before & after school programs 36 8.7 %
Youth summer camp programs 35 8.4 %
Youth sports programs 29 7.0 %
Youth fitness & wellness programs 21 5.0 %
Programs for teens 31 7.5 %
Adult fitness & wellness programs 105 25.2 %
Water fitness programs 82 19.7 %
Tennis lessons & leagues 15 3.6 %
Youth art, dance, performing arts 19 4.6 %
Adult art, dance, performing arts 42 10.1 %
Adult sports programs 25 6.0 %
Adult programs for 50 years & older 113 27.2 %
Programs for people with disabilities 42 10.1 %
Birthday parties, reunions, company parties 21 5.0 %
Adult continuing education programs 51 12.3 %
Golf lessons & leagues 23 5.5 %
Special events, e.g., concerts, movies 107 25.7 %
Nature programs/environmental education 53 12.7 %
Travel programs/trips 51 12.3 %
Programs with your pets 45 10.8 %
Youth development programs 18 4.3 %
Outdoor adventure programs 57 13.7 %
Pickleball leagues 24 5.8 %
None chosen 83 20.0 %
Total 1231
Jacksonville Parks and Recreation Survey 2023
ETC Institute (2023)
96
Q12. Please CHECK ALL the reasons that prevent you or other members of your household from using
parks, recreation and sports facilities or programs in Jacksonville more often.
Q12. All the reasons that prevent your household
from using parks, recreation & sports facilities or
programs in Jacksonville more often Number Percent
Facilities are not well maintained 43 10.3 %
Program or facility not offered 166 39.9 %
Facilities lack the right equipment 59 14.2 %
Security is insufficient 40 9.6 %
Lack of quality programs 86 20.7 %
Too far from our residence 65 15.6 %
Class full 30 7.2 %
Program times are not convenient 94 22.6 %
Use other private agencies 34 8.2 %
Poor customer service by staff 10 2.4 %
I do not know locations of facilities 74 17.8 %
Fees are too high 38 9.1 %
Not accessible for people with disabilities 23 5.5 %
I do not know what is being offered 160 38.5 %
Facility operating hours not convenient 35 8.4 %
Registration for programs is difficult 22 5.3 %
Lack of parking by facilities & parks 17 4.1 %
Use military facilities 49 11.8 %
Better facilities in other parks 24 5.8 %
Other 19 4.6 %
Total 1088
Q13. If the City would consider the possibility of developing new indoor programming spaces, which ones
would you or members of your household use the most?
Q13. Which options of developing new indoor
programming spaces would you use the most Number Percent
Walking & jogging track 183 44.0 %
Arts & crafts studio 116 27.9 %
Aerobics/fitness/dance class space 78 18.8 %
Space for teens 56 13.5 %
Weight room/cardiovascular equipment area 84 20.2 %
Splashpad/water park 104 25.0 %
Child care area 42 10.1 %
Exercise facility for adults 50 years+ 127 30.5 %
Rock climbing/bouldering wall 95 22.8 %
Indoor soccer/lacrosse 33 7.9 %
Multi-court gymnasium/field house 41 9.9 %
Classroom space 16 3.8 %
Space for meetings, parties, banquets 60 14.4 %
Indoor tennis 21 5.0 %
Nature center 111 26.7 %
Performing arts (music, drama, etc.) 106 25.5 %
Senior center 94 22.6 %
Other 36 8.7 %
Total 1403
Jacksonville Parks and Recreation Survey 2023
ETC Institute (2023)
97
Q14. If an additional $100 were available for parks, trails, sports, and recreation facilities, how would
you allocate the funds among the categories of funding listed below?
Mean
Improvements/maintenance of existing parks & recreation facilities 18.93
Acquisition of new park land & open space 12.16
Construction of new sports fields (softball, soccer, baseball, etc.) 8.00
Acquisition & development of walking & biking trails 15.23
Development of new indoor facilities (indoor walking track, fitness centers, pool, gyms, etc.) 38.47
Other 7.20
Q15. Local tax revenues help fund the Jacksonville Recreation and Parks Department. How willing are
you to pay some increase in taxes to fund the types of parks, trails, recreation, and sports facilities that
are most important to you and your household?
Q15. How willing are you to pay some increase in
taxes to fund types of parks, trails, recreation, &
sports facilities Number Percent
Very willing 87 20.9 %
Somewhat willing 146 35.1 %
Somewhat unwilling 36 8.7 %
Not willing 77 18.5 %
Not sure 70 16.8 %
Total 416 100.0 %
(WITHOUT "NOT SURE")
Q15. Local tax revenues help fund the Jacksonville Recreation and Parks Department. How willing are
you to pay some increase in taxes to fund the types of parks, trails, recreation, and sports facilities that
are most important to you and your household? (without "not sure")
Q15. How willing are you to pay some increase in
taxes to fund types of parks, trails, recreation, &
sports facilities Number Percent
Very willing 87 25.1 %
Somewhat willing 146 42.2 %
Somewhat unwilling 36 10.4 %
Not willing 77 22.3 %
Total 346 100.0 %
Q16. Using a scale of 1 to 5, where 5 means "Very Satisfied" and 1 means "Very Dissatisfied," please rate
your degree of satisfaction with the overall value your household receives from the Jacksonville
Recreation and Parks Department.
Q16. Your satisfaction with overall value your
household receives from Jacksonville Recreation &
Parks Department Number Percent
Very satisfied 56 13.5 %
Somewhat satisfied 120 28.8 %
Neutral 132 31.7 %
Somewhat dissatisfied 47 11.3 %
Very dissatisfied 24 5.8 %
Don't know 37 8.9 %
Total 416 100.0 %
Jacksonville Parks and Recreation Survey 2023
ETC Institute (2023)
98
(WITHOUT "DON’T KNOW")
Q16. Using a scale of 1 to 5, where 5 means "Very Satisfied" and 1 means "Very Dissatisfied," please rate
your degree of satisfaction with the overall value your household receives from the Jacksonville
Recreation and Parks Department. (without "don't know")
Q16. Your satisfaction with overall value your
household receives from Jacksonville Recreation &
Parks Department Number Percent
Very satisfied 56 14.8 %
Somewhat satisfied 120 31.7 %
Neutral 132 34.8 %
Somewhat dissatisfied 47 12.4 %
Very dissatisfied 24 6.3 %
Total 379 100.0 %
Q17. Your age:
Q17. Your age Number Percent
18-34 91 21.9 %
35-44 83 20.0 %
45-54 86 20.7 %
55-64 78 18.8 %
65+ 77 18.5 %
Not provided 1 0.2 %
Total 416 100.0 %
(WITHOUT "NOT PROVIDED")
Q17. Your age: (without "not provided")
Q17. Your age Number Percent
18-34 91 21.9 %
35-44 83 20.0 %
45-54 86 20.7 %
55-64 78 18.8 %
65+ 77 18.6 %
Total 415 100.0 %
Q18. How many years have you lived in the City of Jacksonville?
Q18. How many years have you lived in City of
Jacksonville Number Percent
0-5 100 24.0 %
6-10 60 14.4 %
11-15 46 11.1 %
16-20 48 11.5 %
21-30 64 15.4 %
31+ 93 22.4 %
Not provided 5 1.2 %
Total 416 100.0 %
Jacksonville Parks and Recreation Survey 2023
ETC Institute (2023)
99
(WITHOUT "NOT PROVIDED")
Q18. How many years have you lived in the City of Jacksonville? (without "not provided")
Q18. How many years have you lived in City of
Jacksonville Number Percent
0-5 100 24.3 %
6-10 60 14.6 %
11-15 46 11.2 %
16-20 48 11.7 %
21-30 64 15.6 %
31+ 93 22.6 %
Total 411 100.0 %
Q19. Are you or members of your household active-duty military, retired military, a military dependent,
or a veteran?
Q19. Are you or members of your household
active-duty military, retired military, a military
dependent, or a veteran Number Percent
Yes 227 54.6 %
No 188 45.2 %
Not provided 1 0.2 %
Total 416 100.0 %
(WITHOUT "NOT PROVIDED")
Q19. Are you or members of your household active-duty military, retired military, a military dependent,
or a veteran? (without "not provided")
Q19. Are you or members of your household
active-duty military, retired military, a military
dependent, or a veteran Number Percent
Yes 227 54.7 %
No 188 45.3 %
Total 415 100.0 %
Q20. Which of the following best describes your race/ethnicity?
Q20. Your race/ethnicity Number Percent
Asian or Asian Indian 13 3.1 %
Black or African American 78 18.8 %
American Indian or Alaska Native 3 0.7 %
White or Caucasian 271 65.1 %
Native Hawaiian or other Pacific Islander 2 0.5 %
Hispanic, Spanish, or Latino/a/x 79 19.0 %
Other 9 2.2 %
Total 455
Jacksonville Parks and Recreation Survey 2023
ETC Institute (2023)
100
Q20-7. Self-describe your race/ethnicity:
Q20-7. Self-describe your race/ethnicity Number Percent
Multi-racial 3 33.3 %
Mixed 2 22.2 %
White, Native American, Spanish, Irish 1 11.1 %
Lebanese, Cuban, & White 1 11.1 %
More than one 1 11.1 %
Scandinavian 1 11.1 %
Total 9 100.0 %
Q21. Your gender:
Q21. Your gender Number Percent
Male 201 48.3 %
Female 207 49.8 %
Non-binary 2 0.5 %
Prefer not to answer 6 1.4 %
Total 416 100.0 %
(WITHOUT "PREFER NOT TO ANSWER")
Q21. Your gender: (without "prefer not to answer")
Q21. Your gender Number Percent
Male 201 49.0 %
Female 207 50.5 %
Non-binary 2 0.5 %
Total 410 100.0 %
Jacksonville Parks and Recreation Survey 2023
ETC Institute (2023)
101
Open-Ended Comments
6
Open‐EndedQuesonsResponses
Q5—“Other”:PleaseindicateifYOUoranymemberofyourHOUSEHOLDhaveusedanyofthe
JacksonvilleRecreaonandParksDepartmentparkslistedbelow.
BigBranchBikepark
Church
Commons
DeepCreek
HenryMcAllisterriverlaunch.HammocksBeach.OakhurstLanding.ShrimpLadyBoatRamp.
CedarPointWildlifeRamp.DixonFieldLanding.JonesIslandHugginsIsland
HinesFarmTrail
JackAmeyeeSplashPad
JASAfieldsbyParkwoodElementary,WilliamsburgPlantaonFieldatthepark
Mountainbiking
NorthwoodsSoccerFields.
OnslowPines
OnslowPines
OnslowPines
OnslowPines
OnslowPinesPark.BigBranchBikePark
SoballfieldsatNECandCommons
Steedsdiscgolfpark
SwansboroBicentennialOnslowPines
Q8—“Other”:PleaseindicateifYOUoranymemberofyourHOUSEHOLDhaveaneedforeachofthe
parksandrecreaonfacilieslistedbelow.
Acommunitygardenwouldbegreat.
Apublicoutdoortrack!UseofHStracksisprohibited,andtheircondionispoor.Manyelderly
preferatracktowalkforsafetyandconvenience.
Bridlepaths
Dedicatedindoorpickleballcourts
Fishingponds
Gardens
Inclusive/accessibleplaygrounds(Wehaveachildinawheelchairandverylimitedplacesin
OnslowCountyforhertoenjoy)
Indoorandoutdoordedicatedpickleballcourts.
IndoorSoccer(Futsal)
Kayakandcanoelaunchorlandings
Natural,undevelopedland.Onceweremovethetreesanddevelopthelanditwillnevergoback
towhatitoncewas.
Outdoorwalkinginthecommons
Pickleballcourtsindoorandoutdoors
pickleballcourts
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pickleballcourts
pickleballcourts
Pickleballcourts,indoorsoccer
RockClimbing!Theseareveryfunandpopularindooracviesforallages.
Weareinneedofanindoorpickleballfacility.
Weneedslidesanddiveswaterpark
Q10—“Other”:PleaseindicateifYOUoranymemberofyourHOUSEHOLDhaveaneedforeachofthe
sportsandrecreaonprogramslistedbelow.
Adultbaseball(fastpitch)league.
Adultlearntoswimprograms
AnindoorPickleballcourtsfacility.Fastestgrowingsportinthecountry.
AnotherdiscgolfparkwithinOnslowcountywouldbeamazing.
Communitypools
Discgolf
Discgolfeventsandleagues
Discgolfpark
Horsebackridingfacilies
Moreeventsforseniors
NeedSkateboardpark
PingPong
Racquetball
YouthDiscgolfclasses
Q12—“Other”:PleaseCHECKALLthereasonsthatpreventyouorothermembersofyourhousehold
fromusingparks,recreaonandsportsfaciliesorprogramsinJacksonvillemoreoen.
EverythingisoldandcrampedwithnochildcareplanetfitnessisajokeGoldsgymisexpensive
andtoosmalltheirisnocenterpiecetoJacksonvillebesidesmoneysharksandthecrimerateat
50%isajoke.WeDon'tfeelsafe!Theiraretoomanyhomelesswalkingaroundortotheplasma
clinicstopickupcreaturescomfortswhilewalkingthestreetsinthisliletown.
Iworkfullme
JackHuyeeparkhasalargenumberofhomelessthatresideatthesplashparksmokingweed.
Limitedteen/highschoolageaerschoolprograms.
Needmoreinfoaboutthefacilies.
Needpublicaccessforswimmingforallages.Waterparkwouldbeulizedasothersurrounding
communieshaveverysuccessfulfacilies.
Nodedicatedindoorpickleballcourts.Wehavetoplayaroundchildcareforkids(onteacher
workdays),summercampforkids,basketballandvolleyballschedulesandtournaments.Wecan
onlyplayinthemorning‐noaernoonsorevenings.IappreciatethenewSaturdaymorning
play,butnowthatI'mnewlyrered,Iwon'tulizethat‐wishthatwouldhavehappenedyears
ago!
Noreasonwedoulize
Nome
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Notbigenoughfortheamountofpeoplethatgotothelocaon.Weneedmoresplashpadsand
weNEEDPOOLS
Notclean.
Notenoughplacestohaveyouthsportspracces,gamesandtournaments.
Poolsdon’texist
Spacenotalwaysavailable.
Theyneedpressurewashing
Timeconstraints
Unabletodrive.
Weneedindoorstuff!
Youdon’tofferanythingontheweekendoraeracertainmeintheevening.Iworkduringthe
weekandwouldlovetolearnhowtoplaypickleballbutthere’snoway.Idonotgetoffinme
toevenconsiderparcipang.Veryfrustrang.Whatisthepointofhavingaparksandrec
departmentinthecityifyoudon’tdoanythingontheweekends?Itwouldalsobeniceifyou
hadshuffleboardandhorseshoecourses.Wehavetousethecounesfacilityandtheircourses
suck.IparcipateNcSeniorGamesandfinditveryfrustrang.EveryyearthatIhavetothrow
Horseshoesonthecoursethat’snotwell‐maintainedandtheshuffleboardcoursehasalotof
bumpsandcracksandpineneedles
Q13—“Other”:IftheCitywouldconsiderthepossibilityofdevelopingnewindoorprogramming
spaces,whichoneswouldyouormembersofyourhouseholdusethemost?
Adultcenternotalldisabledareover50.
Communitypoolindoororoutdoor
Dedicatedindoorpickleballcourts
DedicatedPickleballfacility.WecouldpitJacksonvilleonthemapforthissportalone,givenits
meteoricriseinpopularity.
Discgolf
Dogpark
IndoorPickleballfacility.
Indoorpool
Indoorpool
Indoorpoolfacilies
INDOORSPORTSROOMS!WENEEDAC!
Indoorswimmingfacility
Indoorswimmingpool
Indoorswimmingpool
Lanepoolswimming
moreacvies/eventsforchildrenteensandadults..aplacetohaveconcerts…sportteamsto
follow..
Morepooltables
Outdoorand/orindoorswimmingpools
Pickleballcourts
Pickleballcourts
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Pool
Pool
Pool
Pool
Pool
Pool
Pool‐swimlessonsandrecreaonalswimming.
Pool!OranactualYMCA.NotwhateverBSwecurrentlyhaveintown.Otherciesandtowns
havethemandarereallyrobustwhydon’twe.
Pools!!!WehavenopublicpoolsinJacksonville
Skateboardpark
Swimmingpool
Swimmingpool
Thechildrenofallagesanddisabledadultchildrendon’thaveenoughresourcesandaplaceto
go.Whichisimportanttolearningsocialskills,healthyacvies,guidancefrommentorsandthe
communityinwhichtolearngrowandbecomewellroundedindividualsIttakesavillageto
raiseourchildren
WaterPark
Yogaacvies
youthdevelopment
Q14—“Other”:Ifanaddional$100wereavailableforparks,trails,sports,andrecreaonfacilies,
howwouldyouallocatethefundsamongthecategoriesoffundinglistedbelow?
Anaturecenterwithhandsonacviesandprogramsforkids.Outdoornaturebaseplay
Addionalparking
Amphitheatertoallowmusicianstobringrevenuetothecityandpossiblybringfuture
opportunieslikeconcertsandfesvals.
Arts&Crasforallages(drawing,painng,photography,etc.)concerts/ampatheatre
Arts,andamusicarena
Arts,CULTURE!!!!!!!
Buildadiscgolfcourse
BuildaSkatepark
Communitygarden
Convenoncenter
Createaplacewereresidentscansocializeaerhours.Whereyoucansitlistentomusic,
whetherliveornot,haveadrinkwithfriends.
Dancestudio/theatre
Designatedspaceforsenioracvies.SpacethatisNOT“subjecttochange”duetoother
programsbeingthepriority.
Desperateneedforalocalskatepark.Oneincidentshouldnothaverobbedourkidsfromthejoy
ofskateboarding.
Developaconcertperformingartsvenue
Discgolf
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Discgolfcourse
Discgolffacilies
Discgolf.LargestgrowingsportinAmerica.Tournamentsdrawuntoldthousandsofdollarsinto
economy,
Dogpark
Goodtrails
Indoorpickleballcourts
Indoorpool
Indoor/outdoorGolfdrivingrange
InstallsidewalksonBrynnMarrRdsoIwon'tgethitbycars.theenrelengthofitisadangerous
roadforwalkers.
Kayakandcanoelaunchorlandings
Maybegetkidswiththeelderly
Morediscgolfcourses.
Moreflowersaroundareas
Moresidewalks.
Musicvenue,waterpark
NewDiscgolfcourses
Nicebingogamesforfreetowinfoodstuffsmallgis
Offleashdogpark
Offleashdogpark
Offleashdogpark
Outdoorand/orindoorswimmingpools
Outdoorswimmingpoolandwaterpark!
Outdoortrack
Parkpetwashstaons.Kindalikeacarwashfordogs.UsedtheminMaine.Superconvenient
andpraccal.
Pickleballequipmentandsetup
Pickleballfacility
Pingpongdesignatedfullme!
Preschool&aerschoolprogramsforfamilies.
Programs/acviesforadultsthatarebelowtheageforseniorcenter.
Rainydayfund
Seniorresourcesanddevelopmentoffaciliesforthearts
Splashpads
Swings,andotherplaygroundequipmentforseniorcizens.
Teenprograms
Theplanningofapublicpooloraquaccenter.
Thepreservaonofnaturallands.
Travelprograms
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Survey Instrument
7
City Hall • 815 New Bridge St • 910 938-5200 Recreation Administration • 100 Recreation Ln
City of Jacksonville
Recreation & Parks Department
Recreation Division
PO Box 128
•
Jacksonville NC 28541
-
0128
•
910 938
-
5312
Dear Jacksonville Citizen,
The City of Jacksonville
is conducting a Community Survey as a part of the process to develop a
Recreation and Parks Comprehensive Plan update that will establish priorities for the future
improvement of parks and recreation facilities, programs, and services within our community.
This survey will take approximately 10-15 minutes to complete. The answers will aid the City in
taking a resident-driven approach to making decisions that will enrich the future of our
community and positively affect the lives of residents.
We have selected ETC Institute, an independent consulting company, as our partner to administer
this survey. Please return your completed survey in the enclosed postage-paid envelope
addressed to ETC Institute, 725 W. Frontier Circle, Olathe, KS 66061. If you prefer, you can take
the survey online at jacksonvillesurvey.org. Your responses will remain confidential.
Please complete and return your survey within the next two weeks…
If you have any questions, please feel free to contact Susan Baptist, Director of Recreation
Services at (910) 938-5305. This community survey is a tool that will benefit all residents. Please
take this opportunity to let your voice be heard!
Your response to the enclosed survey is extremely important, thank you for your
feedback.
Sincerely,
Joshua W. Ray
City Manager
City of Jacksonville, NC
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2023 City of Jacksonville Parks and Recreation
Needs Assessment Survey
The Jacksonville Recreation and Parks Department would like your input to help
determine park and recreation priorities for the community. This survey will take 15-20
minutes to complete. When you are finished, please return your survey in the enclosed
postage-paid, return-reply envelope. If you prefer, you can take the survey online at
jacksonvillesurvey.org. We greatly appreciate your time.
1. Counting yourself, how many people in your household are?
Under age 5: ____
Ages 5-9: ____
Ages 10-14: ____
Ages 15-19: ____
Ages 20-24: ____
Ages 25-34: ____
Ages 35-44: ____
Ages 45-54: ____
Ages 55-64: ____
Ages 65-74: ____
Ages 75+: ____
2. Have you or other members of your household participated in any recreation or sports programs
offered by the Jacksonville Recreation and Parks Department during the past 12 months?
____(1) Yes [Answer Q2a-b.] ____(2) No [Go to Q3.]
2a. Approximately how many different recreation or sports programs have you or members of
your household participated in during the past 12 months?
____(1) 1 program
____(2) 2 to 3 programs ____(3) 4 to 6 programs
____(4) 7 to 10 programs ____(5) 11 or more programs
2b. How would you rate the overall quality of the recreation or sports programs that you and
members of your household have participated in?
____(4) Excellent ____(3) Good ____(2) Fair ____(1) Poor
3. From the following list, please check ALL the organizations that you or members of your
household have used for indoor and outdoor recreation and sports activities during the last 12
months.
____(01) School facilities
____(02) Churches
____(03) Private youth sports leagues
____(04) YMCA
____(05) Boys and Girls Club
____(06) Onslow County Parks & Rec.
____(07) Neighboring cities
____(08) Private clubs (tennis, health, fitness, golf)
____(09) City of Jacksonville Rec. & Parks Dept.
____(10) HOA/apartment complex
____(11) Military facilities
____(12) Other:
____(13) None; do not use any organizations
4. Please check ALL the ways you learn about Jacksonville Recreation and Parks Department
programs and activities.
____(01) City Program Guide/Calendar
____(02) Web site
____(03) Radio
____(04) G-10 TV
____(05) Social media (e.g., Facebook, Instagram,
Twitter)
____(06) From friends and neighbors
____(07) Flyers distributed at schools/government
buildings
____(08) Department email blasts
____(09) Conversations with City/County staff
____(10) Newspaper advertisements
____(11) Newsletters
____(12) Other:
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5. Please indicate if YOU or any member of your HOUSEHOLD have used any of the Jacksonville
Recreation and Parks Department parks listed below by circling the YES or NO next to the park.
If YES, please indicate how you rate the condition of the park by circling the corresponding
number to the right of the park.
Park (Listed Alphabetically) Do you use this
park?
If "Yes," how do
y
ou rate the condition of this park?
Excellent Above
Average Average Below
Average Poor
01. Branchwood Park Yes No 5 4 3 2 1
02. Brook Valley Park Yes No 5 4 3 2 1
03. Brook Valley Park Trail Yes No 5 4 3 2 1
04. Georgetown Park Yes No 5 4 3 2 1
05. Jack Amyette Yes No 5 4 3 2 1
06. Jacksonville Commons Park and Picnic Shelters Yes No 5 4 3 2 1
07. Jacksonville Commons Trail Yes No 5 4 3 2 1
08. Jacksonville Landin
g
Yes No 5 4 3 2 1
09. Kerr Street Park and Picnic Shelter Yes No 5 4 3 2 1
10. L. P. Willin
g
ham Waterfront Park Yes No 5 4 3 2 1
11. Northeast Creek Park Boat Ramp Yes No 5 4 3 2 1
12. Northeast Creek Park Disc Golf Course Yes No 5 4 3 2 1
13. Northeast Creek Park Nature/Boardwalk Trail Yes No 5 4 3 2 1
14. Northeast Creek Park Picnic Shelters Yes No 5 4 3 2 1
15. Northeast Creek Park Splashpads Yes No 5 4 3 2 1
16. Phillips Park Yes No 5 4 3 2 1
17. Rev. E.W. Wooten Park Yes No 5 4 3 2 1
18. Richard Ra
y
All American Park Yes No 5 4 3 2 1
19. Riverwalk Marina Yes No 5 4 3 2 1
20. Riverwalk Park Yes No 5 4 3 2 1
21. Sherwood Forest Park Yes No 5 4 3 2 1
22. Stur
g
eon Cit
y
Boardwalk Trail Yes No 5 4 3 2 1
23. Stur
g
eon Cit
y
Park Yes No 5 4 3 2 1
24. Trails and Greenwa
y
s Yes No 5 4 3 2 1
25. Wilson Ba
y
Park Yes No 5 4 3 2 1
26. Woodlands Park Yes No 5 4 3 2 1
27. Other: __________________________________ Yes No 5 4 3 2 1
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6. Please indicate if YOU or any member of your HOUSEHOLD have used any of the Jacksonville
Recreation and Parks Department indoor facilities listed below by circling the YES or NO next to
the facility.
If YES, please indicate how you rate the condition of the facility by circling the corresponding
number to the right of the facility.
Indoor Facility Do You Use This
Facility?
"If YES," how do
y
ou rate the condition of the facilit
y
?
Excellent Above
Average Average Below
Average Poor
01. Jack Am
y
ette Rec. Center Yes No 5 4 3 2 1
02. Jacksonville Commons Rec. Center Yes No 5 4 3 2 1
03. Jacksonville Commons Adult Center Yes No 5 4 3 2 1
04. Jacksonville Youth Center Yes No 5 4 3 2 1
05. Kerr Street Rec. Center Yes No 5 4 3 2 1
06. Northwoods Rec. Center Yes No 5 4 3 2 1
7. Please indicate if YOU or any member of your HOUSEHOLD have used any of the Jacksonville
Recreation and Parks Department sports fields/courts listed below by circling the YES or NO next
to the field/court.
If YES, please indicate how you rate the condition of the field/court by circling the corresponding
number to the right of the field/court.
Sports Field/Court Do You Use This
Field?
"If YES," how do
y
ou rate the condition of the field/court?
Excellent Above
Average Average Below
Average Poor
01. Georgetown Park Athletic Fields & Basketball
Court Yes No 5 4 3 2 1
02. Jack Am
y
ette Athletic Fields Yes No 5 4 3 2 1
03. Jacksonville Commons Athletic Fields
Basketball Court, Tennis Courts, and Pickleball
Courts Yes No 5 4 3 2 1
04. Jacksonville High School Tennis Courts Yes No 5 4 3 2 1
05. JASA Fields Yes No 5 4 3 2 1
06. Kerr Street Athletic Field, Basketball Court,
Tennis Courts and Pickleball Courts Yes No 5 4 3 2 1
07. Northeast Creek Park Athletic Fields Yes No 5 4 3 2 1
08. Phillips Park Basketball Court Yes No 5 4 3 2 1
09. Woodlands Park Athletic Fields Yes No 5 4 3 2 1
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©2023 ETC Institute Page 4
8. Please indicate if YOU or any member of your HOUSEHOLD have a need for each of the parks and
recreation facilities listed below by circling the YES or NO next to the park/facility.
If YES, please rate ALL the following parks and recreation FACILITIES of this type on a scale of 5
to 1, where 5 means "100% Meets Needs" and 1 means "Does Not Meet Needs" of your household.
Type of Park/Facility Do You Have a
Need for this
Facility?
"If YES," you have a need, how well are your needs
being met?
100% Met 75% Met 50% Met 25% Met 0% Met
01. Youth soccer fields Yes No 5 4 3 2 1
02. Youth baseball and softball fields Yes No 5 4 3 2 1
03. Multi-purpose fields (rugby, lacrosse, football) Yes No 5 4 3 2 1
04.
A
dult soccer fields Yes No 5 4 3 2 1
05.
A
dult baseball and softball fields Yes No 5 4 3 2 1
06. Outdoor tennis courts Yes No 5 4 3 2 1
07. Green space and natural areas Yes No 5 4 3 2 1
08. Of
f
-leash do
g
park Yes No 5 4 3 2 1
09. Splashpad/water park Yes No 5 4 3 2 1
10. Pla
yg
round equipment Yes No 5 4 3 2 1
11. Disc
g
ol
f
Yes No 5 4 3 2 1
12. Skateboardin
g
park Yes No 5 4 3 2 1
13. Walkin
g
and bikin
g
trails Yes No 5 4 3 2 1
14. Nature center and trails Yes No 5 4 3 2 1
15. Indoor swimmin
g
pools/leisure pools Yes No 5 4 3 2 1
16. Senior center Yes No 5 4 3 2 1
17. Small nei
g
hborhood parks Yes No 5 4 3 2 1
18. Lar
g
e communit
y
parks Yes No 5 4 3 2 1
19. Indoor fitness and exercise facilities Yes No 5 4 3 2 1
20. Indoor runnin
g
/walkin
g
track Yes No 5 4 3 2 1
21. Public
g
olf course Yes No 5 4 3 2 1
22. Indoor basketball/volle
y
ball courts Yes No 5 4 3 2 1
23. Outdoor basketball courts Yes No 5 4 3 2 1
24. Teen/Youth center Yes No 5 4 3 2 1
25. Amphitheater Yes No 5 4 3 2 1
26. Arts center Yes No 5 4 3 2 1
27. Camping facilities Yes No 5 4 3 2 1
28. Swimming pools Yes No 5 4 3 2 1
29. Other: ________________________________ Yes No 5 4 3 2 1
9. Which FOUR of the parks/facilities listed in Question 8 are most important to your household?
[Write in your answers below using the numbers from the list in Question 8, or circle "NONE."]
1st: _____ 2nd: _____ 3rd: _____ 4th: _____ NONE
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10. Please indicate if YOU or any member of your HOUSEHOLD have a need for each of the sports
and recreation programs listed below by circling the YES or NO next to the recreation program.
If YES, please rate the following recreation PROGRAMS on a scale of 5 to 1, where 5 means "100%
Meets Needs" and 1 means "Does Not Meet Needs" of your household.
Type of Program Do You Have a
Need for this
Program?
"If YES," you have a need, how well are your needs
being met?
100% Met 75% Met 50% Met 25% Met 0% Met
01. Youth learn to swim programs Yes No 5 4 3 2 1
02. Pre-school programs Yes No 5 4 3 2 1
03. Before and after school programs Yes No 5 4 3 2 1
04. Youth summer camp pro
g
rams Yes No 5 4 3 2 1
05. Youth sports pro
g
rams Yes No 5 4 3 2 1
06. Youth fitness and wellness pro
g
rams Yes No 5 4 3 2 1
07. Pro
g
rams for teens Yes No 5 4 3 2 1
08.
A
dult fitness and wellness pro
g
rams Yes No 5 4 3 2 1
09. Water fitness pro
g
rams Yes No 5 4 3 2 1
10. Tennis lessons and lea
g
ues Yes No 5 4 3 2 1
11. Youth art, dance, performin
g
arts Yes No 5 4 3 2 1
12.
A
dult art, dance, performin
g
arts Yes No 5 4 3 2 1
13.
A
dult sports pro
g
rams Yes No 5 4 3 2 1
14.
A
dult pro
g
rams for 50
y
ears and older Yes No 5 4 3 2 1
15. Pro
g
rams for people with disabilities Yes No 5 4 3 2 1
16. Birthda
y
parties, reunions, compan
y
parties Yes No 5 4 3 2 1
17.
A
dult continuin
g
education pro
g
rams Yes No 5 4 3 2 1
18. Golf lessons and lea
g
ues Yes No 5 4 3 2 1
19. Special events, e.
g
., concerts, movies Yes No 5 4 3 2 1
20. Nature pro
g
rams/environmental education Yes No 5 4 3 2 1
21. Travel pro
g
rams/trips Yes No 5 4 3 2 1
22. Pro
g
rams with
y
our pets Yes No 5 4 3 2 1
23. Youth development pro
g
rams Yes No 5 4 3 2 1
24. Outdoor adventure programs Yes No 5 4 3 2 1
25. Pickleball leagues Yes No 5 4 3 2 1
26. Other: ________________________________ Yes No 5 4 3 2 1
11. Which FOUR of the programs listed in Question 10 are most important to your household? [Write
in your answers below using the numbers from the list in Question 10, or circle "NONE."]
1st: _____ 2nd: _____ 3rd: _____ 4th: _____ NONE
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12. Please CHECK ALL the reasons that prevent you or other members of your household from using
parks, recreation and sports facilities or programs in Jacksonville more often.
____(01) Facilities are not well maintained
____(02) Program or facility not offered
____(03) Facilities lack the right equipment
____(04) Security is insufficient
____(05) Lack of quality programs
____(06) Too far from our residence
____(07) Class full
____(08) Program times are not convenient
____(09) Use other private agencies
____(10) Poor customer service by staff
____(11) I do not know locations of facilities
____(12) Fees are too high
____(13) Not accessible for people with disabilities
____(14) I do not know what is being offered
____(15) Facility operating hours not convenient
____(16) Registration for programs is difficult
____(17) Lack of parking by facilities and parks
____(18) Use Military facilities
____(19) Better facilities in other parks
____(20) Other:
13. If the City would consider the possibility of developing new indoor programming spaces, which
ones would you or members of your household use the most? [Check all that apply.]
____(01) Walking and jogging track
____(02) Arts and crafts studio
____(03) Aerobics/fitness/dance class space
____(04) Space for teens
____(05) Weight room/cardiovascular equipment area
____(06) Splashpad/water park
____(07) Child care area
____(08) Exercise facility for adults 50 years+
____(09) Rock climbing/bouldering wall
____(10) Indoor soccer/lacrosse
____(11) Multi-court gymnasium/field house
____(12) Classroom space
____(13) Space for meetings, parties, banquets
____(14) Indoor tennis
____(15) Nature center
____(16) Performing arts (music, drama, etc.)
____(17) Senior center
____(18) Other:
14. If an additional $100 were available for parks, trails, sports, and recreation facilities, how would
you allocate the funds among the categories of funding listed below? [Please be sure your total
adds up to $100.]
$_______ Improvements/maintenance of existing parks and recreation facilities
$_______ Acquisition of new park land and open space
$_______ Construction of new sports fields (softball, soccer, baseball, etc.)
$_______ Acquisition and development of walking and biking trails
$_______ Development of new indoor facilities (indoor walking track, fitness centers, pool, gyms, etc.)
$_______ Other:
$ 100 TOTAL
15. Local tax revenues help fund the Jacksonville Recreation and Parks Department. How willing are
you to pay some increase in taxes to fund the types of parks, trails, recreation, and sports
facilities that are most important to you and your household?
____(4) Very willing
____(3) Somewhat willing ____(2) Somewhat unwilling
____(1) Not willing ____(9) Not sure
16. Using a scale of 1 to 5, where 5 means "Very Satisfied" and 1 means "Very Dissatisfied", please
rate your degree of satisfaction with the overall value your household receives from the
Jacksonville Recreation and Parks Department.
____(5) Very satisfied
____(4) Somewhat satisfied ____(3) Neutral
____(2) Somewhat dissatisfied ____(1) Very dissatisfied
____(9) Don't know
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Demographics
17. Your age? _______ years
18. How many years have you lived in the City of Jacksonville? _______ years
19. Are you or members of your household active-duty military, retired military, a military dependent,
or a veteran?
____(1) Yes ____(2) No
20. Which of the following best describes your race/ethnicity? [Check all that apply.]
____(01) Asian or Asian Indian
____(02) Black or African American
____(03) American Indian or Alaska Native
____(04) White or Caucasian
____(05) Native Hawaiian or other Pacific Islander
____(06) Hispanic, Spanish, or Latino/a/x
____(99) Other:
21. Your gender:
____(1) Male
____(2) Female ____(3) Non-binary
____(4) Prefer not to answer ____(5) Prefer to self-describe:
22. Would you be willing to participate in future surveys sponsored by the City of Jacksonville
Recreation and Parks Department?
____(1) Yes [Please answer Q22a.] ____(2) No
22a. Please provide your contact information.
Mobile Phone Number:
Email Address:
This concludes the survey. Thank you for your time.
Please Return Your Completed Survey in the Enclosed Return-Reply Envelope Addressed to:
ETC Institute, 725 W. Frontier Circle, Olathe, KS 66061
Your responses will remain completely confidential. The
information to the right will ONLY be used to help identify
the level of need and priorities in your area. Thank you!
Jacksonville Parks and Recreation Survey 2023
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Draft –Subject to Change
TABLE OF CONTENTS
SECTION PAGE
Executive Summary 3
1. Introduction 14
2. Demographic/Socioeconomic Analysis & Sports Tourism Market Analysis 19
3. Local Sports & Recreation Facility Analysis 33
4. Competitive & Comparable Market & Facility Analysis:
A. Benchmark Markets 48
B. Benchmark Facilities 56
C. Sports Marketing Examples 96
5. Stakeholder Interviews Summary 103
6. Local Sports User Group & Regional Sports Event Organizers Interviews 109
7. Sports Community Survey 122
8. SWOT Analysis & Identification of Sports Facility Opportunities 137
9. Usage Projections & Operating Pro Formas: 154
A-1. Myrtle Beach Model – Usage Projections 157
A-2. Rocky Mount Model – Usage Projections 161
B. Rectangular Fields Complex – Usage Projections 165
C. Operating Pro Formas 169
10. Economic & Fiscal Impact Analysis 176
Disclaimer: This draft report relies on a variety of information and assumptions to develop market, financial, and economic projections. Information sources and
assumptions include, but may not be limited to, information, input, and opinions provided by John R. McAdams Company, City of Jacksonville, the City’s relevant
stakeholders and partners, Victus Advisors’ industry experience and previous studies, and publicly available data from various industry sources. Any information
collected by Victus Advisors has not been audited or verified and has been assumed to be correct. There will be differences between actual events and projections
contained herein. We express no assurances of any kind related to any projected information, and differences between projections and actual events may be material.
2
Draft –Subject to Change
EXECUTIVE SUMMARY
3
Draft –Subject to Change
PROJECT BACKGROUND & METHODOLOGY
4
Project Background –
Victus Advisors (or “Victus”) was engaged in June 2023 by The
John R. McAdams Company (or “McAdams”) to conduct a sports
tourism market study and facility opportunity analysis for the City of
Jacksonville, North Carolina (“Jacksonville” or the “City”). Victus’
primary study goals include:
Phase 1 -
a) Market Demand Analysis - Develop a comprehensive profile of
the strengths and weaknesses of Jacksonville as a sports
market.
b) Sports Tourism Market & Facility Opportunity Analysis –
Develop an analysis of sports tourism market and facility
opportunities for the City of Jacksonville.
Phase 2 –
c) Operating & Financial Analysis – Analyze the current operating
structure of each identified venue opportunity and make
recommendations regarding the ideal operating approaches.
Develop recommended operating model and custom financial
pro forma for the proposed venue(s).
d) Economic/Fiscal Impact & Funding Analysis – Develop
estimates of the economic/fiscal impacts that could be
generated by new sports facilities.
The flow chart at right shows a more detailed visualization of our
study methodology.
Study Methodology –
Please Note: This Executive Summary section only
contains select highlights from our research and
analysis, and our full report should be read in its
entirety in order to understand all of our research,
recommendations, analysis, and conclusions.
Draft –Subject to Change
DEMOGRAPHIC & SOCIOECONOMIC ANALYSIS
& SPORTS TOURISM MARKET ANALYSIS
5
Demographic & Socioeconomic Analysis –
•The City of Jacksonville has an estimated population of 73,334.
•Over the past 20 years, the population of the City of
Jacksonville has grown at 0.4% annually, which is a lower
growth rate than the U.S. as a whole, however the Jacksonville
MSA has grown at more than double the rate of the U.S. The
MSA’s projected growth rate is expected to continue to be faster
than that of the U.S.
•In terms of both population under 18 and median age, the City
of Jacksonville and the Jacksonville MSA are younger than the
U.S. average. A lower median age tends to represent a larger
presence of working-age populations with young families, which
can be a positive indicator for youth/amateur sports and
community recreation demand.
•The City of Jacksonville and the Jacksonville MSA both have a
higher percentage of households with children than U.S.
average. A high percentage of households with children can be
a positive indicator for youth sports/recreation participation
demand in the local area.
•After accounting for the cost-of-living index (COLI), the COLI-
adjusted median household income in the both the City of
Jacksonville and the Jacksonville MSA is lower than the U.S.
median income, which indicates Jacksonville residents and
residents of the Jacksonville MSA may have less disposable
income that can be spent on sports/recreation than would
residents in other areas of the United States.
Weekday Usage Driving Zone –
There is a population of over 57,600 people within a 15-minute
drive time of the project site, and over 158,000 people within a 30-
minute drive time of the project site.
Weekend Tournament Driving Zone –
There is a population of over 4.3 million people within a 2.5-hour
drive time of the project site, and over 17.5 million people within a
5-hour drive time of the project site, to potentially draw from for
sports tourism events.
Hotel Map –
Victus Advisors found numerous lodging options (minimum 2-star
hotel class) within a 15-minute drive from the project site, including
appealing family-oriented brands such as Fairfield Inn & Suites,
and Holiday Inn Express, among others.
Restaurant & Retail Map –
Victus found numerous dining and retail options within a 15-minute
drive of the project site. Dining options include national and local
quick service chains and retail options include Walmart
Supercenter, Lowes, Target and Food Lion.
Draft –Subject to Change
LOCAL SPORTS & RECREATION
FACILITY ANALYSIS
6
Overview –
Victus Advisors identified a sample of sports facilities located
within Onslow County. This list was compiled from user group
interviews, stakeholder interviews, and Victus Advisors’ research.
Satisfaction With Sports Facilities –
Six (6) of the sports facilities we reviewed in Onslow County
received top-2 box scores that were above average (50% or
more).
Local Facility Summary –
•Indoor Multi-Use Courts: There is no facility with more than two
(2) multi-use courts in Onslow County. No facility has the
capacity to host a large multi-day tournament that requires eight
(8) or more courts.
•Outdoor Multi-Use Fields: Onslow County has one (1) soccer
complex with eight (8) fields. The remaining complexes contain
five (5) fields or less.
•Outdoor Ball Fields: Jacksonville Commons has eight (8) ball
fields, while most of the remaining complexes contain one (1) to
two (2) ball fields. MCCS Camp Lejeune has seven (7) fields,
which are utilized for on-base recreation programs.
•Mountain Bike Trails: Big Branch Bike Park has two mountain
bike trails with varying degrees of difficulty.
•Aquatics: The Area 5 Training tank at MCCS Camp Lejeune is
used primarily for military training and certifications.
1Area 5 Training Tank
2Big Branch Bike Park
3High School Gyms used for Basketball/Cheer
4Jack Amyette Recreation Center (Indoor)
5Jack Amyette Recreation Center (Outdoor)
6Jacksonville Commons Recreation Center (Indoor)
7Jacksonville Commons Recreation Complex (Outdoor)
8JASA Soccer Fields at Woodlands Park
9Kerr St Recreation Complex
10 Northeast Creek Park
11 Onslow Pines Park
12 Phillips Park
13 Richlands Steed Park
14 Riverwalk Park
15 Southwest Soccer Fields
16 Stump Sound Park
17 Swansboro Soccer Association (SSA) Complex
18 TT/MCCS Fields
Facility
Draft –Subject to Change
COMPETITIVE & COMPARABLE
MARKET & FACILITY ANALYSIS
7
Benchmark Markets –
Victus Advisors compared the Jacksonville MSA’s demographic
and socioeconomic characteristics to the following competitive set
of markets in the Mid-Atlantic and Southeast (listed in alphabetical
order below):
•Charlotte, NC MSA (or “Charlotte Market”)
•Gainesville, FL MSA (or “Gainesville Market)
•Myrtle Beach, SC MSA (or “Myrtle Beach Market”)
•Raleigh, NC MSA (or “Raleigh Market”
•Richmond, VA MSA (or “Richmond Market”)
•Rocky Mount, NC MSA (or “Rocky Mount Market”)
•Virginia Beach, VA MSA (or “Virginia Beach Market”)
•Wilson County, NC μSA* (or “Wilson Market”)
Benchmark Facilities –
Victus Advisors also analyzed sports tourism facilities within the
comparative markets in the Mid-Atlantic and Southeast that could
potentially be a competitive facility for existing or future sports
tourism facilities in Jacksonville.
Indoor Sports Facility Summary –
•All indoor sports facilities profiled have at least eight (8)
basketball courts which are convertible to at least 16 volleyball
courts. All of the facilities are publicly owned, and two (2) of the
facilities are publicly operated.
•The average construction cost per square foot of the profiled
facilities is approximately $224 in Q3 2023 construction dollars.
Outdoor Sports Complex Summary –
•The outdoor sports complexes we profiled average more than
10 rectangular fields and just under nine (9) baseball/softball
diamonds.
•Construction costs of the six (6) comparable facilities that were
able to provide data, when adjusted to Q3 2023 dollars (the
most recent available construction cost data in the Turner
Building Cost Index), were built for an average cost of
approximately $2.48 million per field.
1Alachua County Sports & Events Center
2Grand Park Athletic Complex
3Hampton Roads Soccer Complex
4Harry G. Daniel Park
5Henrico Sports & Events Center
6J. Burt Gillette Athletic Complex
7Manchester Meadows Park
8Myrtle Beach Sports Center
9North Myrtle Beach Park and Sports Complex
10 Princess Anne Athletic Complex
11 River City Sportsplex
12 Rock Hill Sports & Event Center
13 Rocky Mount Event Center
14 Rocky Mount Sports Complex
15 The Sportsplex at Matthews
16 Virginia Beach Sports Center
17 WakeMed Soccer Park
Facility
Draft –Subject to Change
8
Overview –
In July and August 2023, the City of Jacksonville identified
participants and scheduled a series of in-person, virtual, and
telephone interviews for Victus Advisors. The goals of these
interviews were to gather feedback from key stakeholders,
community leaders, and potential project partners regarding the
market potential for an additional sports facility (or facilities). The
set of topics and questions included perceptions of current sports
facility offerings, potential support for the project, opportunities for
public-public and/or public-private partnerships, and other such
feedback concerning the proposed venue(s). Victus Advisors
conducted in-person, virtual and telephone interviews with
representatives from the following 13 stakeholder groups (in
alphabetical order):
•City of Jacksonville Manager’s Office
•City of Jacksonville Mayor & City Council
•City of Jacksonville Public Services
•City of Jacksonville Recreation & Parks
•City of Jacksonville Recreation & Parks Advisory Committee
•City of Jacksonville Tourism Development Authority
•Jacksonville-Onslow Chamber of Commerce Development
•Jacksonville-Onslow Economic Development
•Jacksonville-Onslow Sports Commission
•New River YMCA
•Onslow County School District
•Onslow County Tourism
•Youth Sports Management at MCCS Camp Lejeune
Key Takeaways –
•Stakeholders indicated that while there are various sports
facilities throughout the County, there is a limited supply of
facilities with enough fields and/or indoor courts to host large
regional tournaments and events.
•Many noted that the Jacksonville/Onslow County area lacks
multi-use, lighted, rectangular, artificial turf fields. Soccer and
lacrosse were often cited as some of the most popular sports in
the area, and field demand for these groups is not currently
being met due to a lack of high-quality facilities.
•Generally speaking, stakeholders were very supportive of
sports facility development in the Jacksonville/Onslow County
area. Many noted that the Jacksonville community is very active
and physically fit, and that a new sports facility would be
beneficial for both youth and adults alike. One interviewee
stated, “The more we can get our kids involved in
extracurricular activities, the better!”
•All interviewees held a positive view of the Jacksonville/Onslow
County area as a host of regional sports tournaments. There is
a general sense of belief that the City of Jacksonville is
conveniently located to be competitive as a host for regional
sports tournaments, as it can easily serve people visiting from
both North Carolina and South Carolina.
STAKEHOLDER INTERVIEWS SUMMARY
Draft –Subject to Change
9
Overview –
In June, July, and August 2023, Victus Advisors conducted
telephone interviews with a representative sample of local sports
groups and regional sports event organizers who could be
potential users of an additional sports facility (or facilities) in the
City of Jacksonville. The goals of these interviews were to gather
feedback regarding the market opportunity for local and regional
events to be held at an additional sports facility (or facilities) in the
City of Jacksonville. Interviewees shared which local facilities they
use, comparable out-of-market venues, minimum amenities
required in order to attract events, and other feedback concerning
the proposed venue(s). Victus Advisors conducted telephone
interviews with representatives from 26 local and regional sports
groups and event organizers.
Key Takeaways –
•As it relates to sports tourism, interviewees felt very strong
about the Jacksonville/Onslow County market from a regional
perspective. They indicated that the City of Jacksonville is
conveniently located for servicing people in the Southeast and
the Carolinas, and has all the hospitality amenities (hotels,
restaurants, etc.) to attract sports tourism.
•Interviewees suggested that the addition of sports tourism
facilities in Jacksonville would help spur additional economic
impact and address ongoing issues related to the lack of high-
quality sports facilities.
Key Takeaways (Cont.) –
•Most interviewees think highly of the Jacksonville/Onslow
County area and believe it is in a convenient location for visitors
in a multi-state area (the Carolinas and southeast U.S.). From a
sports tourism perspective, most interviewees felt that
Jacksonville has plenty of convenient and affordable
restaurants that are in close proximity to the proposed 400-acre
site.
•Several major event organizers indicated that a new sports
complex in Jacksonville could become part of their rotation for
regional events if the facility had the proper features/amenities.
•We found initial interest for up to 27 annual
tournaments/weekend events that could use indoor court space.
These events ranged in terms of both the number of courts
needed and the number of event days needed.
•We also found initial interest for up to 6 annual weekend track
meets/competitions, if an indoor track space was included in the
building program.
•Lastly, we found initial interest for up to 47 annual outdoor
tournaments/weekend events, including rectangular fields
(soccer, lacrosse, rugby, ultimate) and diamonds (baseball,
softball).
LOCAL SPORTS USER GROUP & REGIONAL
SPORTS EVENT ORGANIZER INTERVIEWS
Draft –Subject to Change
10
Overview –
In July and August 2023, Victus Advisors also conducted online
surveys with 328 local parents, participants, coaches, and other
such members of the Jacksonville area amateur sports
community. The survey link was distributed both by Victus
Advisors to regional sports user groups that we interviewed, and
by Jacksonville Recreation & Parks via their database of sports
program participants. As a result, this survey response base is not
intended to be a random sample of Jacksonville residents, but
rather a self-selected sample that is representative of the
Jacksonville area youth/amateur sports community.
Respondent Profile –
•38% Male, 62% Female
•90% between the ages of 19 and 64 (66% age 20 to 44, 23%
age 45 to 64)
•67% White (Non-Hispanic), 14% Black or African American, 8%
Hispanic or Latino, 11% Other
•Median Household Income: $75,000 - $99,999
•79% live in a household with children under 18
•89% live in a household where at least one member has
participated in organized amateur sports in Onslow County
Key Takeaways –
•Six (6) of the sports facilities we reviewed in Onslow County
received top-2 box scores that were above average (50% or
more).
•89% of all respondents had at least one member of their
household (self, spouse/partner, children, etc.) involved in
organized amateur sports in Onslow County (i.e. teams,
leagues, tournaments, select clubs, etc.) within the past 5 years.
•Survey respondents were asked to identify all of the sports they
have experience with locally, and they indicated a wide variety
of sports. Basketball was the most popular (42% of
respondents), and Soccer and Baseball were represented by
37% and 35% of respondents, respectively.
•The Jacksonville Commons Recreation Center (Indoor &
Outdoor) was cited as the facility most visited in Onslow
County. High School Gyms (Dixon, Jacksonville, Northside,
Southwest Swansboro) were the second most frequently used
facilities by survey respondents.
•Soccer was identified as the most established sport in Onslow
County (50% of responses), followed by Baseball (32%) and
Basketball (31%).
•Volleyball (Indoor) and Pickleball were identified as the sports
with the most long-term potential in Onslow County.
SPORTS COMMUNITY SURVEY
Draft –Subject to Change
11
SWOT Analysis –
Recommended Sports Tourism Facility Opportunities –
1. Indoor Sports & Events Center: Victus has identified two (2)
multi-use sports/event center facility models for consideration
by the City of Jacksonville: a) an approximately 100,000 to
120,000 square foot facility, similar to the Myrtle Beach Sports
Center; or B) an approximately 150,000 to 160,000 square foot
facility, similar to Rocky Mount Event Center. Although both
facilities could be used for sports and other event activity, the
Myrtle Beach model is likely to be cheaper to both build and
operate, whereas the Rocky Mount model is likely to provide
more opportunities for non-sports event activity.
Recommended Sports Tourism Facility Opportunities (Cont.) –
2. A. Multi-Use Fields Complex With Lights: Eight (8) full-sized
multi-use fields with lights. At a minimum, at least four (4) fields
should be artificial turf. Although artificial turf fields are typically
more expensive to build than grass fields, they provide more
reliability to event organizers in terms of avoiding rain-outs,
and they also provide significantly greater durability in order to
maximize overall usage on a daily basis by both local
teams/organizations and regional tournament organizers.
2. B. Tournament-Caliber Baseball Complex: It is recommended
that a tournament-caliber baseball facility could be achieved by
adding at least 4 additional baseball fields to the Jacksonville
Commons baseball/softball fields. This capital investment
would be significantly less expensive than building 8 new fields
at the 400-acre project site.
3. Additional On-Site Amenity Options: Depending on the
available project construction budget, the City could also
consider the following potential enhancements:
•Indoor – Arcade, clip n’ climb, ninja course, golf simulator, etc.
•Outdoor – Waterpark, splash pad, zip line, adventure/ropes
course, etc.
•General Site – Explore opportunities for on-site hotel, restaurant,
and retail development to capture economic impact from sports
events
•Championship Stadium(s): For the potential outdoor rectangular
field complex and the ball diamond complex.
•Indoor Track: There is also some demand for a 200-meter
indoor track that could host regional meets and be an indoor
training amenity for a wide variety of local sports programs.
SWOT ANALYSIS & IDENTIFICATION
OF SPORTS FACILITY OPPORTUNITIES
Draft –Subject to Change
12
Overview –
Based on input from the City, we created the following three (3)
models for analysis:
A-1. Indoor Sports & Events Center (Myrtle Beach Model)
A-2. Indoor Sports & Events Center (Rocky Mount Model)
B. Rectangular Fields Complex
Sports & Event Center Models –
In a stabilized year of operations, it is estimated by Victus Advisors
that the operations of the new indoor sports and events center in
Jacksonville could operate at an approximately 83% cost recovery
(Myrtle Beach Model), or an approximately 66% cost recovery prior
to debt service.
Rectangular Fields Complex –
In a stabilized year of operations, it is estimated by Victus Advisors
that the operations of the potential rectangular fields complex in
Jacksonville could operate at an approximately 82% cost recovery,
prior to debt service.
USAGE PROJECTIONS & OPERATING PRO FORMA
Myrtle Beach Rocky Mount
Operating Revenues: Model Model
Rental Income (Sports & Non-Sports Events, etc.) $1,031,000 $1,046,000
Concessions (Net of COGS) $432,000 $475,000
Advertising & Sponsorship $50,000 $50,000
Other $10,000 $10,000
Total Revenues: $1,523,000 $1,581,000
Operating Expenses:
Salaries, Wages, & Benefits $1,093,000 $1,452,000
Management Fee $140,000 $140,000
Utilities $210,000 $289,000
Advertising, Marketing, & Promotion $100,000 $150,000
General & Administrative (including Insurance) $150,000 $200,000
Maintenance/Repair $75,000 $85,000
Materials/Supplies $75,000 $85,000
Total Expenses: $1,843,000 $2,401,000
NET OPERATING INCOME (LOSS) ($320,000) ($820,000)
ESTIMAT ED COST RECOVERY 83% 66%
Stabilized
Operating Revenues: Year
Rental Income (Sports & Non-Sports Events, etc.) $542,000
Concessions (Net) $133,000
Advertising & Sponsorship $47,000
Other $10,000
Total Revenues: $732,000
Operating Expenses:
Salaries, Wages, & Benefits $353,000
Management Fee $100,000
Utilities $173,000
Advertising, Marketing, & Promotion $50,000
General & Administrative Incl. Insurance $52,000
Maintenance/Repair $81,000
Materials/Supplies $81,000
Total Expenses: $890,000
EBIT DA ($158,000)
COST RECOVERY 82%
Draft –Subject to Change
13
Summary of Incremental Economic & Fiscal Impacts Over 30 Years) –
Over a 30-year period, it is estimated that proposed new sports facilities in Jacksonville could generate overall long-term impacts
within Onslow County with a net present value (NPV) of:
•Total Economic Output - $760 million (Myrtle Beach Model) or $799 million (Rocky Mount Model) in economic output, and $471
million (Rectangular Fields Complex) in economic output (i.e. direct, indirect, and induced spending)
•Employment - 718 (Myrtle Beach Model) or 755 (Rocky Mount Model) sustainable annual jobs, and 448 (Rectangular Fields
Complex) sustainable annual jobs, both full- and part-time
•Labor Income - $717 million (Myrtle Beach Model) or $754 million (Rocky Mount Model) in wages, and $443 million (Rectangular
Fields Complex) in wages
•County Sales & Hotel Taxes - $15.0 million (Myrtle Beach Model) or $15.8 million (Rocky Mount Model), and $8.7 million
(Rectangular Fields Complex) in County sales/hotel taxes
•City Hotel Tax - $2.1 million (Myrtle Beach Model) or $2.2 million (Rocky Mount Model), and $1.3 million (Rectangular Fields
Complex) in City hotel taxes
ECONOMIC & FISCAL IMPACT ANALYSIS
Facility Option Total Output Employment Labor Income
County
Sales Tax
(2.25%)
County Hotel
Tax (3%)
City Hotel Tax
(3%)
Myrtle Beach Model $760,283,000 718 $717,693,000 $12,654,000 $2,358,000 $2,120,000
Rectangular Fields Complex $471,151,000 448 $443,789,000 $7,333,000 $1,384,000 $1,255,000
TOT AL $1,231,434,000 1,166 $1,161,482,000 $19,987,000 $3,742,000 $3,375,000
Rocky Mount Model $799,196,000 755 $754,508,000 $13,281,000 $2,487,000 $2,250,000
Rectangular Fields Complex $471,151,000 448 $443,789,000 $7,333,000 $1,384,000 $1,255,000
TOT AL $1,270,347,000 1,203 $1,198,297,000 $20,614,000 $3,871,000 $3,505,000
ECONOMIC IMPACTS
FISCAL IMPACTS
NET PRESENT VALUE (NPV) OF INCREMENTAL IMPACTS OVER 30 YEARS (1)
Draft –Subject to Change
1. INTRODUCTION
14
Draft –Subject to Change
PROJECT BACKGROUND
Victus Advisors (or “Victus”) was engaged in June 2023 by The John R. McAdams Company (or
“McAdams”) to conduct a sports tourism market study and facility opportunity analysis for the City of
Jacksonville, North Carolina (“Jacksonville” or the “City”). Victus’ primary study goals include:
Phase 1
a) Market Demand Analysis - Develop a comprehensive profile of the strengths and weaknesses of
Jacksonville as a sports market.
b) Sports Tourism Market & Facility Opportunity Analysis – Develop an analysis of sports tourism
market and facility opportunities for the City of Jacksonville.
Phase 2
c) Operating & Financial Analysis – Analyze the current operating structure of each identified venue
opportunity and make recommendations regarding the ideal operating approaches. Develop
recommended operating model and custom financial pro forma for the proposed venue(s).
d) Economic/Fiscal Impact & Funding Analysis – Develop estimates of the economic/fiscal impacts that
could be generated by new sports facilities.
The flow chart on the next page shows a more detailed visualization of our study methodology.
15
Draft –Subject to Change
SWOT Analysis
Sports Facility
Opportunity Analysis
Local Sports &
Recreation Facility
Analysis
Comparative Sports
Market, Facility &
Event Analysis
Stakeholder
Interviews Local Sports User
Group Interviews
Sports Community
Survey
Regional/National
Sports Event
Interviews
STUDY METHODOLOGY
16
Event & Attendance
Projections
1. MARKET
FEASIBILITY
ANALYSIS
INTERIM
RESEARCH
FINDINGS
2. FINANCIAL
FEASIBILITY &
ECONOMIC
ANALYSIS
Financial Operating
Pro Forma
COMMUNITY
ENGAGEMENT
SECONDARY
RESEARCH
I N T E R I M R E P O R T
Economic Impact
Analysis
Fiscal Impact
Analysis
F I N A L D E L I V E R A B L E S
PHASES:
FINAL
REPORT
Draft –Subject to Change
PROJECT SITE
17
The proposed project site is
located at the terminus of
Western Boulevard (NC 53) in
Jacksonville. The City recently
acquired a 400-acre parcel with
the purpose of investing in
community recreation,
organized sports, and regional
tourism-related development.
Originally intended to become a
residential subdivision, the site
neighbors existing single-family
homes, fronts on the New River
and is conveniently located on
Western Boulevard – the City’s
main commercial corridor.
The 400-acre parcel is shown in
the outline to the right.
Source: City of Jacksonville
Draft –Subject to Change
NOTE REGARDING AQUATICS
18
It is our understanding that the
New River YMCA intends to
construct a 38,000 square-foot
aquatic center in Jacksonville, to
include an eight-lane competition
pool and a zero-entry, warm-
water therapy pool.
According to public reports, the
estimated cost of the aquatic
center is over $14 million, and the
YMCA has requested $3 million
each from the County, the City,
and the Onslow County school
board, with those entities all
approving the potential
partnership in June and July of
this year.
As a result of this partnership, we
have assumed in our research
and analysis that a new aquatic
center will be built in Jacksonville
in the near future.
Source: YMCA Feasibility Study via The Daily News
Draft –Subject to Change
2. DEMOGRAPHIC/SOCIOECONOMIC ANALYSIS
& SPORTS TOURISM MARKET ANALYSIS
19
Draft –Subject to Change
CITY OF JACKSONVILLE
The City of Jacksonville has an
estimated population of 73,334.
Source: Esri
20
Draft –Subject to Change
JACKSONVILLE MSA
21
Metro.
Statistical
Areas
• MSA’s are defined by the U.S. Office of Management & Budget.
•They are defined by adjacent counties with a high degree of social/economic integration
and an urban core of 50,000 people or more.
Jacksonville
MSA
•The Jacksonville MSA has a population of more than 211,839 people.
•The Jacksonville MSA is geographically defined as Onslow County.
Source: Esri
Draft –Subject to Change
City of Jacksonville United
Jacksonville MSA States
Population 73,334 211,839 337,470,185
Population Under 18 15,427 50,995 73,018,020
Percentage of Population Under 18 21.0% 24.1% 21.6%
Population Growth:
Annual Pop. Growth (2000 to 2023) 0.4% 1.5% 0.8%
Annual Pop. Growth (5-year Projection) 0.1% 0.6% 0.3%
Projected Population (2028) 73,681 218,631 342,640,129
Median Age 24.7 29.4 39.1
2023 POPULATION DATA
Source: Esri
Over the past 20 years, the population of the City of Jacksonville has grown at 0.4% annually, which is
a lower growth rate than the U.S. as a whole, however the Jacksonville MSA has grown at more than
double the rate of the U.S. The MSA’s projected growth rate is expected to continue to be faster than
that of the U.S.
In terms of both population under 18 and median age, the City of Jacksonville and the Jacksonville
MSA are younger than the U.S. average. A lower median age tends to represent a larger presence of
working-age populations with young families, which can be a positive indicator for youth/amateur
sports and community recreation demand.
22
Draft –Subject to Change
POPULATION DISTRIBUTION
Total Population by
Zip Code
Source: Esri
Population density within the Jacksonville
MSA is highest in and around the City of
Jacksonville.
23
Draft –Subject to Change
AGE DISTRIBUTION
Source: Esri
Median age tends to be lowest in and
around the City of Jacksonville.
24
Median Age by
Zip Code
Draft –Subject to Change
City of Jacksonville United
Jacksonville MSA States
Median Household Income $50,869 $54,821 $72,603
Adjusted Median Household Income (1) $61,362 $63,377
City of Jacksonville United
Jacksonville MSA States
Total Households 21,204 73,041 129,917,449
Households With Children Under 18 15,329 52,231 83,890,180
Percentage of Households With Children 72.3% 71.5% 64.6%
HOUSEHOLD DATA
Source: Esri
The City of Jacksonville and the Jacksonville MSA both have a higher percentage of households with
children than U.S. average. A high percentage of households with children can be a positive indicator
for youth sports/recreation participation demand in the local area.
After accounting for the cost-of-living index (COLI), the COLI-adjusted median household income in
the both the City of Jacksonville and the Jacksonville MSA is lower than the U.S. median income,
which indicates Jacksonville residents and residents of the Jacksonville MSA may have less
disposable income that can be spent on sports/recreation than would residents in other areas of the
United States.
Sources: Esri, Sperling
Note: (1) Adjusted for cost of living according to Sperling
25
Draft –Subject to Change
INCOME DISTRIBUTION
Source: Esri
Median Household Income tends to be
higher along the coast in the Jacksonville
MSA.
26
Median Household Income
by Zip Code
Draft –Subject to Change
WEEKDAY SPORTS USAGE DRIVE-TIME ZONES
Source: Esri
Note: Denotes project site marker for the remainder of the report.
Based upon Victus Advisors’ experience,
primary weekday attendance for
youth/amateur sports facilities (typically in
the late afternoons and evenings) is
usually drawn from within a 15-to-30
minute drive radius.
There is a population of over 57,600
people within a 15-minute drive time of
the project site, and over 158,000 people
within a 30-minute drive time of the
project site.
Note: Regional, multi-day, weekend
tournament attendance will typically be
drawn from a much wider drive radius, as
shown on the next page.
27
Draft –Subject to Change
Large MSA’s (500K+ Pop) Within
a 5-6 Hour Drive (Cont.)
Richmond MSA
1,352,054
Greenville MSA
966,684
Columbia MSA
853,294
Charleston MSA
846,250
Greensboro MSA
787,402
Winston-Salem MSA
688,850
Augusta MSA
628,401
REGIONAL TOURNAMENT DRIVE-TIME ZONES
Source: Esri
Large MSAs (500K+ Pop) Within
a 2-3 Hour Drive
Raleigh MSA
1,516,997
Durham MSA
672,698
Myrtle Beach MSA
534,633
Fayetteville MSA
529,689
Large MSA’s (500K+ Pop) Within
a 5-6 Hour Drive
Washington D.C. MSA
6,535,041
Charlotte MSA
2,798,267
Virginia Beach MSA
1,822,409
1
2
3
4
5
6
7
8
9
There is a population of over 4.3 million people within a
2.5-hour drive time of the project site, and over 17.5
million people within a 5-hour drive time of the project
site, to potentially draw from for sports tourism events.
28
3
4
2
1
5
6
7
8
9
10
11
12
10
11
12
13
13
14
14
Draft –Subject to Change
HOTEL MAP
29
Source: Esri
Convenient, affordable, family-friendly lodging
(preferably no more than a 15-minute drive area
from a sports tourism venue) is an important
component of attracting and hosting multi-day
tournament activity.
Victus Advisors found numerous lodging options
(minimum 2-star hotel class) within a 15-minute
drive from the project site, including appealing
family-oriented brands such as Fairfield Inn &
Suites, and Holiday Inn Express, among others.
Draft –Subject to Change
RESTAURANT & RETAIL MAP
30
Source: Esri
Nearby food/beverage outlets and retail locations
(preferably no more than a 15-minute drive from
the venue, if not closer) are an important
component of attracting and hosting multi-day
tournament activity.
Victus found numerous dining and retail options
within a 15-minute drive of the project site. Dining
options include national and local quick service
chains and retail options include Walmart
Supercenter, Lowes, Target and Food Lion.
Draft –Subject to Change
2021 ONSLOW COUNTY HOTEL DATA
31
Source: Onslow County Tourism
In 2021, Onslow County hotel average daily rates (ADR) ranged from $74 to
$110 per night throughout the calendar year, with occupancy rates ranging
from approximately 50% to 78%. Occupancy rates peaked from April through
July, and ADR peaked in the summer (June through August).
Draft –Subject to Change
2022 ONSLOW COUNTY HOTEL DATA
32
Source: Onslow County Tourism
In 2022, Onslow County hotels underperformed relative to 2021. Average daily
rates (ADR) ranged from $83 to $106 per night throughout the calendar year,
with occupancy rates ranging from approximately 47% to 70%. Both ADR and
occupancy rates peaked during the summer months. In December and
January, occupancy fell below 50%.
Draft –Subject to Change
3. LOCAL SPORTS & RECREATION
FACILITY ANALYSIS
33
Draft –Subject to Change
SPORTS FACILITIES IN
JACKSONVILLE/ONSLOW COUNTY
34
Victus Advisors identified a sample* of sports facilities located within Onslow County. This list was
compiled from user group interviews, stakeholder interviews, and Victus Advisors’ research.
*Please Note: This list may not be comprehensive, but rather is intended to represent area facilities that are most frequently
utilized by youth/amateur sports user groups within Onslow County.
Source: Google Maps Note: Sorted by Facility in alphabetical order
1
39
7
13
11
10
2
18
15
16
1Area 5 Training Tank
2Big Branch Bike Park
3High School Gyms used for Basketball/Cheer
4Jack Amyette Recreation Center (Indoor)
5Jack Amyette Recreation Center (Outdoor)
6Jacksonville Commons Recreation Center (Indoor)
7Jacksonville Commons Recreation Complex (Outdoor)
8JASA Soccer Fields at Woodlands Park
9Kerr St Recreation Complex
10 Northeast Creek Park
11 Onslow Pines Park
12 Phillips Park
13 Richlands Steed Park
14 Riverwalk Park
15 Southwest Soccer Fields
16 Stump Sound Park
17 Swansboro Soccer Association (SSA) Complex
18 TT/MCCS Fields
Facility
3
3
3
17
54
63
8
12
14
Draft –Subject to Change
FACILITY RATING METHOD
35
As part of our community survey process, Victus Advisors gathered feedback from local sports
participants regarding their satisfaction with the primary sports venues that are utilized within Onslow
County. Survey respondents were asked to rate their satisfaction with each facility on a 7-point scale, in
which “7” represents “Very Satisfied” and “1” represents “Very Dissatisfied”.
Based on these satisfaction ratings, Victus Advisors has assigned a “Top-2 Box Rating” to each factor
that is presented on the following page. Top-2 Box Rating represents the combined scores of “7” and “6”
given to each factor by respondents, representing the highest levels of satisfaction.
Our Top-2 Box methodology is a best-in-class approach to satisfaction measurement. This methodology
is used by Victus Advisors in this section to help indicate the current condition, based on direct user
input, of amateur sports facilities in Onslow County.
Top-2 Box Rating (% 7 or 6)
7 6 5 4 3 2 1
80%+ •Excellent
65-80% •Good
50-65% •Average
< 50% •Below Average
General Top-2
Box score
standards for
satisfaction
analysis
Draft –Subject to Change
SATISFACTION WITH SPORTS FACILITIES
36
Six (6) of the sports facilities we reviewed in Onslow County received top-2 box scores that were
above average (50% or more).
Notes: (1) Sorted by Top-2 Box score in descending order; (2) Base: 276 respondents
50% Top-2 Box
= “Average”
Draft –Subject to Change
Big Branch Bike Park
•Top-2 Box Rating: 92%
•Utilization Rate: 5% of all respondents
•Opened: 2021; Construction cost: $505,244 in Q3 2023 dollars*
•Location: Jacksonville; Owner/Operator: Onslow County
•Features:
-1.6-mile flow mountain bike trail
-4.6-mile intermediate mountain bike trail
-Cross country running section
•Sample Users:
-Down East Cyclist, North Carolina Interscholastic Cycling League
Riverwalk Park
•Top-2 Box Rating: 60%
•Utilization Rate: 7% of all respondents
•Location: Jacksonville
•Owner: City of Jacksonville
•Operator: Jacksonville Recreation & Parks
•Features:
-Gardens, Waterfront, stage
LOCAL SPORTS FACILITIES
37
* Estimated according to the Turner Building Cost Index Q3 2023
Draft –Subject to Change
LOCAL SPORTS FACILITIES (CONT.)
38
Jacksonville Commons Recreation Complex (Outdoor)
•Top-2 Box Rating: 60%; Utilization Rate: 60% of all respondents
•Opened: 1996; Location: Jacksonville
•Owner: City of Jacksonville; Operator: Jacksonville Recreation & Parks
•Footprint: 119 acres.
•Features:
-4 softball fields
-4 youth baseball fields
-8 tennis courts
•Sample Users:
-Jacksonville Youth Baseball & Softball, Adult Softball
•Representative Survey & Interview Comment:
-“The ball fields at the Commons need to be turf. The Commons softball complex isn’t able to
withstand much rain.”
•Additional Notes:
-The facility is utilized for several events. An important event in the community is Jacksonville’s
Jamboree, which is an outdoor/indoor festival with sports competitions, car show, live music,
carnival rides, food, and games and fun for the whole family. The Jamboree occurs on the first
Saturday in May.
RENTAL RATES
•Softball Fields: $10-$50 depending on type (lighted or not) and length of use
•Baseball Fields: $10-$50 depending on type (lighted or not) and length of use
Draft –Subject to Change
LOCAL SPORTS FACILITIES (CONT.)
39
Jacksonville Commons Recreation Center (Indoor)
•Top-2 Box Rating: 55%; Utilization Rate: 75% of all respondents
•Opened: 1996; Location: Jacksonville
•Owner: City of Jacksonville; Operator: Jacksonville Parks & Recreation
•Footprint: 32,267 sq. ft.
•Features:
-2 basketball courts, 4 volleyball courts
-Adult Center
•Sample Users:
-Jacksonville Youth Basketball & Volleyball, Adult Leagues
•Representative Survey & Interview Comment:
-“The Commons is the only (indoor) space in town. That facility gets used for EVERYTHING
(sports, graduations, fairs, shows, etc.)”
•Additional Notes:
-The facility also features a concession stand, a large lobby area, and a front room; all of which
are available for rental. The dimensions of the front room are 50’x30’ with a capacity of 40 people
in banquet seating. Additionally, the capacity of the gymnasium is 973 in banquet seating.
RENTAL RATES
•Meeting Room: $20-$60 per hour depending on type of event
•Gym: $50-$150 per hour depending on type of event
•Entire Building: $60-$180 per hour depending on type of event
•Adult Center: $40-$120 per hour depending on type of event
Draft –Subject to Change
JASA Soccer Fields at Woodlands Park
•Top-2 Box Rating: 52%; Utilization Rate: 44% of all respondents
•Location: Jacksonville
•Owner: City of Jacksonville
•Operator: Jacksonville Area Soccer Association (JASA)
•Features:
-7 soccer fields, grill, shelters
-.7-mile nature trail
-Sanded volleyball court
•Sample Users:
-JASA boys and girls teams, camps, and clinics
Swansboro Soccer Association (SSA) Complex
•Top-2 Box Rating: 51%
•Utilization Rate: 24% of all respondents
•Location: Swansboro
•Owner/Operator: Swansboro Soccer Association (SSA)
•Features:
-2 full-sized soccer fields
-3 soccer fields customizable for various age groups
•Sample Users:
-SSA boys and girls teams, camps, and clinics
LOCAL SPORTS FACILITIES (CONT.)
40
Draft –Subject to Change
Jack Amyette Recreation Center (Indoor)
•Top-2 Box Rating: 49%
•Utilization Rate: 26% of all respondents
•Location: Jacksonville
•Owner: City of Jacksonville
•Operator: Jacksonville Recreation & Parks
•Features:
-1 basketball court
-Television room, and large lobby
•Sample Users:
-Open Recreation group members, Silver Balance (adult center)
Stump Sound Park
•Top-2 Box Rating: 44%; Utilization Rate: 20% of all respondents
•Location: Sneads Ferry
•Owner: Onslow County; Operator: Onslow County Parks & Recreation
•Footprint: 52 acres
•Features:
-2 softball fields
-1 basketball court (outdoor), 2 tennis courts
-2 multipurpose fields (soccer & football)
-1,600-foot nature trail and 1,785-foot fitness trail
•Sample Users:
-White Oak Youth League, Topsail Ball Club
LOCAL SPORTS FACILITIES (CONT.)
41
Draft –Subject to Change
Richlands/Steed Park
•Top-2 Box Rating: 44%; Utilization Rate: 29% of all respondents
•Location: Richlands
•Owner: Onslow County; Operator: Onslow County Parks & Recreation
•Footprint: 165 acres (37 of those acres are developed)
•Features:
-4 baseball/softball fields, 2 basketball court (outdoor), 2 soccer fields
-2 tennis courts, 2 sanded volleyball courts, disc golf and trails
•Sample Users:
-Local disc golfers, White Oak Youth League
Kerr Street Recreation Complex
•Top-2 Box Rating: 44%
•Utilization Rate: 12% of all respondents
•Location: Jacksonville; Owner: City of Jacksonville
•Operator: Jacksonville Recreation & Parks
•Footprint: 52 acres
•Features:
-1 softball field, 2 tennis courts, outdoor basketball court
-40-person capacity room for rent (banquet seating)
•Sample Users:
-Open Recreation members, and youth softball programs
LOCAL SPORTS FACILITIES (CONT.)
42
RENTAL RATES
•Entire building: $20-$60 per hour
depending on
•Softball Fields: $10-$50 per hour
depending on the type (lights or
not) and length of use
Draft –Subject to Change
High School Gyms used for Basketball/Cheer (Dixon, Jacksonville, Northside, Southwest, Swansboro)
•Top-2 Box Rating: 43%;
•Utilization Rate: 49% of all respondents
•Location: Onslow County
•Owner/Operator: Onslow County School District
•Features:
-5 separate high school gymnasiums
•Representative Survey and Interview Comments:
-“Some of the high school gyms are outdated.”
-“Not enough seating, very cramped gyms with little airflow.”
•Sample Users:
-High school athletics
TT/MCCS Fields
•Top-2 Box Rating: 41%
•Utilization Rate: 10% of all respondents
•Location: Camp Lejeune
•Owner/Operator: MCCS Camp Lejeune
•Features:
-4 youth baseball/softball diamonds
-3 adult baseball/softball diamonds
•Sample Users:
-MCCS Camp Lejeune (youth and adult athletics)
LOCAL SPORTS FACILITIES (CONT.)
43
Draft –Subject to Change
Onslow Pines Park
•Top-2 Box Rating: 41%
•Utilization Rate: 39% of all respondents
•Location: Jacksonville
•Owner: Onslow County; Operator: Onslow County Parks & Recreation
•Features:
-1 little league baseball field, 1 softball field, 2 basketball courts (outdoor)
-4 tennis courts, 1 multipurpose field
•Sample Users:
-Onslow County Youth Baseball, Softball, and Tee-Ball
Jack Amyette Recreation Center (Outdoor)
•Top-2 Box Rating: 39%
•Utilization Rate: 26% of all respondents
•Location: Jacksonville
•Owner: City of Jacksonville; Operator: Jacksonville Recreation & Parks
•Features:
-1 baseball field
-2 basketball courts
-Playground
•Sample Users:
-Jacksonville Old North State League Baseball Team
-Open Recreation members
LOCAL SPORTS FACILITIES (CONT.)
44
Draft –Subject to Change
Northeast Creek Park
•Top-2 Box Rating: 37%; Utilization Rate: 24% of all respondents
•Location: Jacksonville
•Owner/Operator: Jacksonville Recreation & Parks
•Features:
-2 baseball/softball fields, disc golf course
-Boat launch and splash pad
•Additional Notes:
-The Disc Golf Course is the home of an annual fall tournament drawing professional and amateur
players. The Professional disc golf association is complimentary of the course.
•Sample Users:
-Onslow Rugby Club, Professional and Amateur Disc Golfers
Area 5 Training Tank
•Top-2 Box Rating: 33%
•Utilization Rate: 1% of all respondents
•Location: Camp Lejeune
•Owner/Operator: MCCS Camp Lejeune
•Features:
-124 ft. long, 61 ft. wide pool; Depth ranges from 4 ft. to 11 ft.
•Sample Users:
-MCCS Camp Lejeune
LOCAL SPORTS FACILITIES (CONT.)
45
Draft –Subject to Change
Southwest Soccer Fields
•Top-2 Box Rating: 24%
•Utilization Rate: 28% of all respondents
•Location: Jacksonville; Owner/Operator: Southwest Soccer Club
•Features:
-1 full sized soccer field, 3 customizable soccer fields
•Sample Users:
-Southwest Soccer Club teams, camps, and clinics
-Onslow County Soccer Association
Phillips Park
•Top-2 Box Rating: 20%; Utilization Rate: 11% of all respondents
•Location: Jacksonville
•Owner: City of Jacksonville; Operator: Jacksonville Recreation & Parks
•Features:
-Basketball court (outdoor)
-Multipurpose field
•Representative Survey & Interview Comment:
-“Phillips Park has been neglected... it needs major improvements.”
•Sample Users:
-Onslow Youth Lacrosse Association
LOCAL SPORTS FACILITIES (CONT.)
46
Draft –Subject to Change
LOCAL FACILITY SUMMARY
47
Source: Victus Research
Note: Sorted by Facility
in alphabetical order
Indoor Multi-Use Courts: There is no facility with more than two (2) multi-use courts in Onslow County.
No facility has the capacity to host a large multi-day tournament that requires eight (8) or more courts.
Outdoor Multi-Use Fields: Onslow County has one (1) soccer complex with eight (8) fields. The
remaining complexes contain five (5) fields or less.
Outdoor Ball Fields: Jacksonville Commons has eight (8) ball fields, while most of the remaining
complexes contain one (1) to two (2) ball fields. MCCS Camp Lejeune has seven (7) fields, which are
utilized for on-base recreation programs.
Mountain Bike Trails: Big Branch Bike Park has two mountain bike trails with varying degrees of difficulty.
Aquatics: The Area 5 Training tank at MCCS Camp Lejeune is used primarily for military training and
certifications.
Draft –Subject to Change
4. COMPETITIVE & COMPARABLE
MARKET & FACILITY ANALYSIS:
A. BENCHMARK MARKETS
48
Draft –Subject to Change
BENCHMARK MARKET OVERVIEW
49
Based upon our public engagement, community feedback process, and Victus’ research, the following
markets were identified as sports tourism destinations in the southeast region that could provide case
studies and a benchmark for evaluating the sports tourism potential of the Jacksonville Market (Onslow
County). Victus Advisors compared the Jacksonville MSA’s demographic and socioeconomic
characteristics to the following competitive set of markets in the Mid-Atlantic and Southeast (listed in
alphabetical order below):
•Charlotte, NC MSA (or “Charlotte Market”)
•Gainesville, FL MSA (or “Gainesville Market)
•Myrtle Beach, SC MSA (or “Myrtle Beach Market”)
•Raleigh, NC MSA (or “Raleigh Market”
•Richmond, VA MSA (or “Richmond Market”)
•Rocky Mount, NC MSA (or “Rocky Mount Market”)
•Virginia Beach, VA MSA (or “Virginia Beach Market”)
•Wilson County, NC μSA* (or “Wilson Market”)
In the next section of this report, Victus Advisors also analyzed facilities within these markets that could
potentially be a competitive facility for existing or future sports tourism facilities in Jacksonville.
* µSA’s are defined by U.S. Office of Management & Budget as one or more adjacent counties or county equivalents that have at least one urban core
area of at least 10,000 population but less than 50,000, plus adjacent territory that has a high degree of social and economic integration.
Draft –Subject to Change
The Jacksonville MSA’s population of 211,839 is 7th out
of the nine competitive markets selected for
comparative analysis.
Source: Esri
Note: Sorted by MSA Population in descending order
Market Population
Charlotte 2,798,267
Virginia Beach 1,822,409
Raleigh 1,516,997
Richmond 1,352,054
Myrtle Beach 534,633
Gainesville 349,509
Jacksonville 211,839
Rocky Mount 143,325
Wilson 78,794
Average 978,647
Median 534,633
COMPARATIVE MARKETS:
POPULATION
50
Draft –Subject to Change
Annualized Proj. Annual
Pop. Growth Pop. Growth
Market (2000-2023) (2023-2028)
Myrtle Beach 3.0% 1.5%
Raleigh 2.8% 1.3%
Charlotte 2.1% 1.0%
Jacksonville 1.5% 0.6%
Richmond 1.1% 0.5%
Gainesville 1.2% 0.4%
Virginia Beach 0.5% 0.1%
Wilson 0.3% 0.0%
Rocky Mount 0.0% -0.2%
Average 0.6%
Median 0.5%
COMPARATIVE MARKETS:
POPULATION GROWTH
51
The projected growth rate of the Jacksonville MSA ranks
fourth among the competitive markets selected for
comparative analysis.
Source: Esri
Note: Sorted by MSA’s Proj. Annual Pop. Growth in descending order
Draft –Subject to Change
Median
Market Age
Jacksonville 29.4
Gainesville 34.7
Raleigh 36.9
Virginia Beach 38.2
Charlotte 38.3
Richmond 39.6
Wilson 41.2
Rocky Mount 42.5
Myrtle Beach 45.7
Average 38.5
Median 38.3
COMPARATIVE MARKETS:
MEDIAN AGE
52
The Jacksonville MSA’s median age of 29.4 is the
youngest among the comparative markets. A younger
median age can indicate that a market could be more
likely to support and participate in amateur sports
events due to the presence of a working-age population
and young families.
Source: Esri
Note: Sorted by MSA Median Age in ascending order
Draft –Subject to Change
Households % of
Total w/ Children Households
Market Households Under 18 w/ Children
Jacksonville 73,041 52,231 71.5%
Virginia Beach 716,178 472,049 65.9%
Rocky Mount 59,403 39,140 65.9%
Charlotte 1,092,627 716,847 65.6%
Wilson 32,347 21,045 65.1%
Raleigh 584,139 377,587 64.6%
Richmond 536,446 341,368 63.6%
Myrtle Beach 233,317 147,997 63.4%
Gainesville 141,877 78,019 55.0%
Average 385,486 249,587 64.5%
Median 233,317 147,997 65.1%
COMPARATIVE MARKETS:
HOUSEHOLDS WITH CHILDREN
53
Over 71% of households in the Jacksonville MSA have children, which
ranks first amongst comparative markets. This metric tends to improve
over time in areas that are experiencing rapid population increases and
economic growth.
Source: Esri
Note: Sorted by MSA % of Households w/ Children in descending order
Draft –Subject to Change
Median Adj. Median
Household Household
Market Income Income
Raleigh $89,485 $87,989
Richmond $77,380 $80,021
Charlotte $75,497 $76,414
Virginia Beach $75,397 $76,082
Rocky Mount $53,870 $69,331
Jacksonville $54,821 $66,129
Wilson $49,901 $63,894
Myrtle Beach $59,461 $63,527
Gainesville $54,414 $59,730
Average $71,457
Median $69,331
COMPARATIVE MARKETS:
MEDIAN HOUSEHOLD INCOME
54
The Jacksonville MSA ranks sixth among the comparative
markets in terms of cost-of-living-adjusted median household
income, which can be a potential indicator of household
income available for spending on sports, recreation, and
leisure.
Sources: Esri, Sperling
Note: Sorted by MSA Adj. Median Household Income in descending order
Draft –Subject to Change
Corporate
Market Base
Charlotte 7,648
Raleigh 4,727
Richmond 4,544
Virginia Beach 4,498
Gainesville 794
Myrtle Beach 787
Rocky Mount 356
Wilson 244
Jacksonville 236
Average 2,648
Median 794
COMPARATIVE MARKETS:
CORPORATE BASE
55
Among comparative markets, the Jacksonville MSA has
the smallest corporate base, which can be a sign of
limited potential private/corporate support for
sponsorship and naming rights of sports tourism
facilities and tournaments/events.
Source: Dun & Bradstreet
Note: (1) Sorted by MSA Corporate Base in alphabetical order (2) Corporate base is defined as
businesses with at least five employees and $1M+ annual sales.
Draft –Subject to Change
4. COMPETITIVE & COMPARABLE
MARKET & FACILITY ANALYSIS:
B. BENCHMARK FACILITIES
56
Draft –Subject to Change
1Alachua County Sports & Events Center
2Grand Park Athletic Complex
3Hampton Roads Soccer Complex
4Harry G. Daniel Park
5Henrico Sports & Events Center
6J. Burt Gillette Athletic Complex
7Manchester Meadows Park
8Myrtle Beach Sports Center
9North Myrtle Beach Park and Sports Complex
10 Princess Anne Athletic Complex
11 River City Sportsplex
12 Rock Hill Sports & Event Center
13 Rocky Mount Event Center
14 Rocky Mount Sports Complex
15 The Sportsplex at Matthews
16 Virginia Beach Sports Center
17 WakeMed Soccer Park
Facility
COMPARATIVE SPORTS TOURISM FACILITIES
57
1
Source: Google Maps
Victus Advisors also analyzed sports tourism facilities within the comparative markets in the Mid-Atlantic
and Southeast that could potentially be a competitive facility for existing or future sports tourism facilities in
Jacksonville. Our criteria was venues with a minimum of six (6) baseball or softball diamonds, six (6)
rectangular fields, or eight (8) basketball courts convertible to at least eight (8) or more volleyball courts.
Note: Sorted in alphabetical order
2
3
45
8
9
16
13 14
10
11
7
15
12
17 6
Draft –Subject to Change
ALACHUA COUNTY SPORTS & EVENTS CENTER
58
Gainesville, FL
•Opened: 2023; Construction Cost: $38M
•Owner: Alachua County; Operator: Radd Sports
•Footprint: 130,000 sq. ft.
•Features:
-200-meter removable banked track
-97,000 sq. ft. of event space
-Up to 3,500-seat capacity via portable bleacher systems
-10 basketball courts convertible to 18 volleyball courts, when
the track is removed
-21 pickleball courts (when track is removed)
-Dedicated cheer space, strength & conditioning and multipurpose flooring
•Programming:
-The facility has 36 sports events/tournaments and seven (7) non-sports events booked for 2024.
•Economic Impact:
-The facility is expected to generate $77 million in economic impact per year and create over
1,100 jobs. It is also expected to generate $12 million in hotel spending.
RENTAL RATES
•Full Facility (Basketball): $6,250 per day
Draft –Subject to Change
ALACHUA COUNTY SPORTS CENTER (CONT.)
59
BASKETBALL & TRACK CONFIGURATION
Draft –Subject to Change
GRAND PARK ATHLETIC COMPLEX
60
Myrtle Beach, SC
•Opened: 2009 (Phase 1); 2012 (Phase 2)
•Owner/Operator: City of Myrtle Beach
•Features:
-9 ball diamonds (7 large, 2 youth) with synthetic grass and lights
-Batting cages
-Because they are synthetic, the large ball fields can also be used for multi-use field play
•Programming:
-Practices, leagues, games, and tournaments for baseball, softball, soccer, etc.
•Economic Impact:
-The facility is programmed to host over 20 tournaments in 2023.
-2022 events generated nearly $35 million in gross direct spending.
RENTAL RATES
•The City of Myrtle Beach applies a usage-based formula to determine fees, rather than a flat rental rate
•Daily Rate (Events with less than 240 athletes): $200 per field per day
Draft –Subject to Change
GRAND PARK ATHLETIC COMPLEX (CONT.)
61
SITE MAP
Draft –Subject to Change
HAMPTON ROADS SOCCER COMPLEX
62
Virginia Beach, VA
•Opened: 1997
•Owner: City of Virginia Beach
•Operator: Hampton Roads Soccer Council
•Footprint: 75 acres
•Features:
-25 grass soccer fields of various sizes
o2 artificial turf fields
•Programming:
-Leagues and tournaments for soccer, football, field hockey, etc.
•Economic Impact:
-The facility hosted 9 multi-day sports tournaments/events for the 2022 fiscal year. The 9 events
attracted nearly 50,000 total attendees and generated just over 9,100 contracted room nights for
the 2022 fiscal year.
RENTAL RATES
•Field Rental (Affiliate Soccer Clubs): $49 per hour per field (grass or turf)
•Field Rental (Non-Affiliate Users): $60 per hour per field (grass); $125 per hour per field (turf)
Draft –Subject to Change
HAMPTON ROADS SOCCER COMPLEX (CONT.)
63
SITE MAP
Draft –Subject to Change
North Chesterfield, VA
•Owner: Chesterfield County
•Operator: Chesterfield Parks & Recreation
•Footprint: 187 acres
•Features:
-14 baseball/softball fields (various sizes)
-6 rectangular fields
-Concessions stands
-6 pickleball courts
-2 tennis courts
-Fitness trails
-Batting cages
•Programming:
-Practices, leagues, games, and tournaments for baseball, softball, soccer, etc.
-Six of the fields were privately operated until earlier this year. They will be renovated and ready to
use again by Chesterfield Parks & Recreation in 2024. Chesterfield County already has 21
tournaments booked for 2024.
HARRY G. DANIEL PARK
64
RENTAL RATES
•Ball Field (Tournament Rate): $100 per day per field
Draft –Subject to Change
HARRY G. DANIEL PARK (CONT.)
65
SITE MAP
Draft –Subject to Change
HENRICO SPORTS & EVENTS CENTER
66
Glen Allen, VA
•Planned Opening: Fall 2023
•Construction Cost: $50M
•Owner: Henrico County
•Operator: Henrico Sports & Entertainment Authority
•Footprint: 185,000 sq. ft.
•Features:
-12 basketball courts convertible to 24 volleyball courts
-4 meeting rooms
-6 locker rooms
-39,000-square-foot flat floor event space with portable seating large enough to accommodate
3,500 spectators, or staging and seating for up to 4,500 for meetings and events.
•Programming:
-The facility will host basketball, volleyball, pickleball, wrestling, gymnastics, dance, robotics, e-
sports, and other sports and non-sports events.
-Local leaders said that the facility would be capable of hosting multiple events at a time, and that
they also would be looking to host high school graduations.
Draft –Subject to Change
HENRICO SPORTS & EVENTS CENTER (CONT.)
67
SPORTS CONFIGURATION
GRADUATION CONFIGURATION
Draft –Subject to Change
Wilson, NC
•Opened: 2005 (soccer fields); 2009 (baseball complex)
•Owner/Operator: City of Wilson
•Footprint: 113 acres
•Features:
-8 multi-use fields
-4 Little League Baseball/softball fields
-Cross country trail
•Programming:
-The facility is the home of Wilson City Little League and the Wilson Youth Soccer Association.
-The facility also hosts youth soccer and baseball tournaments.
J. BURT GILLETTE ATHLETIC COMPLEX
68
Draft –Subject to Change
J. BURT GILLETTE ATHLETIC COMPLEX (CONT.)
69
SITE MAP
Draft –Subject to Change
Rock Hill, SC
•Opened: 2006
•Construction Cost: $21M in 2023 dollars*
•Owner/Operator: City of Rock Hill
•Footprint: 70 acres
•Features:
-8 multi-use fields (2 artificial turf fields with lights)
-Stadium seating for 1,500 people
-9,000-square-foot, two-story pavilion with concessions stand
and multi-purpose meeting space
-Playground
-Walking paths and paved bike trail
•Programming:
-Practices, leagues, games, and tournaments, primarily for soccer and lacrosse.
•Economic Impact:
-The facility hosts between 25 to 30 multi-day sports tournaments/events per year.
-The facility generates about $11.5 million in economic impact per year from tournaments/events.
MANCHESTER MEADOWS PARK
70
* Estimated according to the Turner Building Cost Index Q3 2023
RENTAL RATES
•Local Use: $50 per hour per field
•Tournament Rate (All Fields): $5,000 to $8,000 per event (varies depending on number of days)
Draft –Subject to Change
MANCHESTER MEADOWS PARK (CONT.)
71
SITE MAP
Draft –Subject to Change
MYRTLE BEACH SPORTS CENTER
72
Myrtle Beach, SC
•Opened: 2015; Construction Cost: $18.2M in 2023 dollars*
•Owner: City of Myrtle Beach
•Operator: Sports Facilities Management
•Footprint: 100,000 sq. ft.
•Features:
-8 basketball courts convertible to 16 volleyball courts
-4 flex rooms (for locker rooms, etc.)
-Snack bar
•Programming:
-National and regional tournaments for basketball, volleyball, pickleball, wrestling, and
gymnastics, etc.
-The facility also hosts vendor shows and markets, expos, and memorabilia shows.
-The facility hosts between 30 and 35 events annually.
•Financials:
-In the operating year prior to COVID, MBSC generated nearly $1.6 million in operating income,
with a positive net operating income of $134,000.
•Economic Impact:
-In each of its first three full years of operations, Myrtle Beach Sports Center generated an
estimated $20 million in annual direct economic impact.
* Estimated according to the Turner Building Cost Index Q3 2023
Draft –Subject to Change
MYRTLE BEACH SPORTS CENTER (CONT.)
73
FLOOR PLAN
The Myrtle Beach
Sports Center was
designed so that 8
basketball courts
could also be
utilized as 16
volleyball courts
(i.e. 2 volleyball
courts per
basketball court)
Draft –Subject to Change
NORTH MYRTLE BEACH PARK & SPORTS COMPLEX
74
North Myrtle Beach, SC
•Opened: 2014; Construction Cost: $23M in 2023 dollars*
•Owner: City of North Myrtle Beach
•Operator: City of North Myrtle Beach Parks & Recreation
•Footprint: 160 acres
•Features:
-6 baseball/softball fields
-8 multi-purpose fields
-8 batting tunnels
-3 playgrounds
-25-acre lake for water activities
-Amphitheatre
•Programming:
-Practices, leagues, games, and tournaments for baseball, softball, soccer, etc.
-The facility hosts about 60 tournaments annually.
•Economic Impact:
-The facility generates approximately $30 million in annual economic impact from tournaments.
RENTAL RATES
•All Ball Fields (Tournament Rate): $730 per day
•All Rectangular Fields (Tournament Rate): $730 per day
* Estimated according to the Turner Building Cost Index Q3 2023
Draft –Subject to Change
NORTH MYRTLE BEACH PARK
& SPORTS COMPLEX (CONT.)
75
SITE MAP
Draft –Subject to Change
PRINCESS ANNE ATHLETIC COMPLEX
76
Virginia Beach, VA
•Opened: 2007
•Construction Cost: $25.1M in 2023 dollars*
•Owner: City of Virginia Beach
•Operator: Virginia Beach Parks & Recreation
•Features:
-8 multi-use fields; 4 are lighted and artificial
-8 lighted softball fields
•Programming:
-Practices, leagues, games, and tournaments for softball, soccer, etc.
•Economic Impact:
-The facility hosted 20 multi-day sports tournaments/events for the 2022 fiscal year.
-The 20 events attracted over 31,000 total attendees and generated over 13,500 contracted room
nights for the 2022 fiscal year.
RENTAL RATES
•Multi-Use Fields (All 8 & Multi-Day): $58 per hour per field (artificial) $26 per hour per field (grass)
•Multi-Use Fields (All Artificial & Multi-Day): $63 per hour per field
•Multi-Use Fields (Hourly): $35-$73 per hour per field depending on type of field, time of day, and day
of week.
•Softball Fields (Partial Day): $175 per field
•Softball Fields (Full Day): $225 per field
* Estimated according to the Turner Building Cost Index Q3 2023
Draft –Subject to Change
PRINCESS ANNE ATHLETIC COMPLEX (CONT.)
77
SITE MAP
Draft –Subject to Change
RIVER CITY SPORTSPLEX
78
Midlothian, VA
•Owner: Chesterfield County
•Operator: Chesterfield County Parks & Recreation
•Footprint: 115 acres
•Features:
-12 multi-purpose turf fields
-Concession and restroom facilities
-Free Wi-Fi in plaza area
•Programming:
-Practices, leagues, games, and tournaments for field hockey, lacrosse and soccer.
-The facility is projected to host about 30 tournaments in 2024.
•Economic Impact:
-The facility has generated approximately $55 million in annual economic impact, on average over
the last five years.
RENTAL RATES
•Practices, Games: $50-$65 per hour per field
•Tournament Rate (Full Facility): $7,250 per day
Draft –Subject to Change
RIVER CITY SPORTSPLEX (CONT.)
79
SITE MAP
Draft –Subject to Change
Rock Hill, SC
•Opened: 2020; Construction Cost: $31.7M in 2023 dollars*
•Owner/Operator: City of Rock Hill
•Footprint: 170,000 sq. ft.
•Features:
-10 basketball courts convertible to 18 volleyball courts
-Championship court with 1,200 seats
-8,000 sq. ft. event space, small conference rooms and locker rooms
•Programming:
-The facility hosts athletic leagues, sports tournaments, conferences/conventions, concerts and
other special events.
-There are over 50 sports events planned for 2023.
•Economic Impact:
-The City of Rock Hill reported over 200,000 visitors, over $56 million in economic impact, and
over 130,000 room nights from sports events in the 2022-2023 fiscal year.
ROCK HILL SPORTS & EVENTS CENTER
80
* Estimated according to the Turner Building Cost Index Q3 2023
RENTAL RATES
•Courts: $50 per hour per court
•Arena Only: $200 per hour
•Tournament Rate (Full Facility): $7,500 per day
•Event Space: $200 per hour; $1,600 per day
•Small Conference Rooms: $100 per hour; $600 per day
Draft –Subject to Change
ROCK HILL SPORTS & EVENTS CENTER
81
FLOOR PLAN
Draft –Subject to Change
ROCKY MOUNT EVENT CENTER
82
Rocky Mount, NC
•Opened: 2018
•Construction Cost: $21.8M in 2023 dollars*
•Owner: City of Rocky Mount
•Operator: Sports Facilities Management
•Footprint: 165,000 sq. ft.
•Features:
-8 basketball courts convertible to 16 volleyball courts
-6 meeting rooms and a family entertainment center
-75,000 sq. ft. event floor space, or arena configuration for 4,000
•Programming:
-The facility hosted 21 sports events and 233 catered events in 2022.
•Financials:
-In the full operating year prior to COVID, RMEC generated approximately $1.7 million in operating
revenue, against approximately $2.2 million in operating expenses.
-Annual debt service payments (including principal/interest) are a little over $3 million per year.
•Economic Impact:
-In 2022, the facility hosted 21 sporting events and 233 catering events (in addition to local
programming), generating a direct economic impact of nearly $15 million, an increase over $9
million in 2021 (which was impacted by COVID).
* Estimated according to the Turner Building Cost Index Q3 2023
Draft –Subject to Change
ROCKY MOUNT EVENT CENTER (CONT.)
83
FLOOR PLAN
Draft –Subject to Change
ROCKY MOUNT SPORTS COMPLEX
84
Rocky Mount, NC
•Opened: 2006
•Construction Cost: $20.9M in 2023 dollars*
•Owner/Operator: City of Rocky Mount
•Footprint: 143 acres
•Features:
-6 youth baseball fields
-5 softball/baseball fields
-8 multi-use fields
•Programming:
-The facility hosts girls’ fast pitch softball, youth baseball, and adult slow pitch softball
tournaments.
RENTAL RATES
•Baseball Fields (Hourly): $28-$42.50 per field per hour
•Softball Fields (Hourly): $23-$35 per field per hour
•Multi-Use Fields: $23-$42.50 per field per hour
* Estimated according to the Turner Building Cost Index Q3 2023
Draft –Subject to Change
ROCKY MOUNT SPORTS COMPLEX (CONT.)
85
SITE MAP
Draft –Subject to Change
THE SPORTSPLEX AT MATTHEWS
86
* Estimated according to the Turner Building Cost Index Q3 2023
Matthews, NC
•Opened: 2013
•Construction Cost: $46.9M in 2023 dollars*
•Owner/Operator: Mecklenburg County
•Footprint: 160 acres
•Features:
-12 multi-use rectangular fields (including stadium field)
-4,166-seat stadium
-Conference room
•Programming:
-The facility hosts youth and collegiate tournaments and championships for soccer and other
sports.
-The facility has 47 sports events planned for 2023.
RENTAL RATES
•Fields (Hourly): $42-$65 per field per hour (lights extra)
•Tournament Rate (4 Fields): $2,590 per day
•Tournament Rate (5 Fields): $2,890
•Tournament Rate (9 Fields): $5,480
•Tournament Rate (11 Fields): $6,830 per day
Draft –Subject to Change
THE SPORTSPLEX AT MATTHEWS (CONT.)
87
SITE MAP
Draft –Subject to Change
VIRGINIA BEACH SPORTS CENTER
88
Virginia Beach, VA
•Opened: 2020
•Construction Cost: $79.8M in 2023 dollars*
•Owner: City of Virginia Beach
•Operator: Eastern Sports Management
•Footprint: 285,000 sq. ft.
•Features:
-Event Space 1: 5,000-seat capacity arena, with a 200-meter hydraulic banked track that can be
overlaid with eight (8) synthetic volleyball/sport courts
-Event Space 2: Permanent hardwood flooring for 12 basketball courts convertible to 24 volleyball
courts. With temporary flooring surfaces, this space has also been utilized for wrestling
•Programming:
-The facility hosted 58 multi-day sports tournaments/events for the 21-22 fiscal year.
•Economic Impact:
-The 58 events attracted over 180,000 total attendees and generated just under 53,000 contracted
room nights within City limits during the 21-22 fiscal year.
RENTAL RATES
•Basketball Court (Hardcourt or Track Side): $100 per hour per court
• Volleyball Court (Hardcourt or Track Side): $50 per hour per court
•Entire Hardcourt Side (12 basketball/24 volleyball): $10,000 per day
•Entire Track Side (12 basketball/12 volleyball): $10,000 per day
* Estimated according to the Turner Building Cost Index Q3 2023
Draft –Subject to Change
VIRGINIA BEACH SPORTS CENTER (CONT.)
89
FLOOR PLAN
The Virginia
Beach Sports
Center was
designed so that
12 basketball
courts could
converted to 24
volleyball courts.
Draft –Subject to Change
Cary, NC
•Opened: 2002
•Construction Cost: $32.3M in 2023 dollars*
•Owner: Wake County
•Operator: City of Cary
•Footprint: 150 acres
•Features:
-8 multi-use fields
o1 stadium field (10,000-seat capacity)
o2 FIFA regulation-sized fields with lights
o5 practice fields
-Concessions, locker rooms, meeting space
-Cross country course
•Programming:
-The facility is the home to North Carolina FC of the USL League One and North Carolina Courage
of the NWSL
-The facility also hosts soccer and other sports tournaments.
WAKEMED SOCCER PARK
90
* Estimated according to the Turner Building Cost Index Q3 2023
RENTAL RATES
•Non-Stadium Fields: $75 to $125 per hour per field depending on user and field.
Draft –Subject to Change
WAKEMED SOCCER PARK (CONT.)
91
SITE MAP
Draft –Subject to Change
As shown above, all indoor sports facilities profiled have at least eight (8) basketball courts which are
convertible to at least 16 volleyball courts. All of the facilities are publicly owned, and two (2) of the
facilities are publicly operated.
It should also be noted that all of the facilities shown above, except for the Virginia Beach Sports
Center, utilize their flat floor space for non-sports events. Several of the facilities also have dedicated
meeting/multi-use rooms that can be rented for non-sports events.
INDOOR SPORTS FACILITY SUMMARY
92
Basketball Volleyball
Facility Location Owner Operator Courts Courts
Alachua County Sports & Events Center Gainesville, FL Public Private 13 18
Henrico Sports & Events Center Glen Allen, VA Public Public 12 24
Myrtle Beach Sports Complex Myrtle Beach, SC Public Private 8 16
Rock Hill Sports & Events Center Rock Hill, SC Public Public 10 18
Rocky Mount Event Center Rocky Mount, NC Public Private 8 16
Virginia Beach Sports Center Virginia Beach, VA Public Private 12 32
HIGH 13 32
AVERAGE 10.5 20.7
LOW 8 16
Sources: Facility operators; Victus Advisors research
Note: Sorted by Facility in alphabetical order
Draft –Subject to Change
Est. 2023 Est. 2023
Year Square Construction Construction
Facility Location Opened Feet Cost Cost Per Sq. Ft.
Alachua County Sports & Events Center Gainesville, FL 2023 130,000 $38,000,000 $292
Virginia Beach Sports Center Virginia Beach, VA 2020 285,000 $79,785,896 $280
Henrico Sports & Events Center Glen Allen, VA 2023 185,000 $50,000,000 $270
Rock Hill Sports & Events Center Rock Hill, SC 2020 170,000 $31,679,694 $186
Myrtle Beach Sports Complex Myrtle Beach, SC 2015 100,000 $18,159,491 $182
Rocky Mount Event Center Rocky Mount, NC 2018 165,000 $21,824,732 $132
HIGH 285,000 $79,785,896 $292
AVERAGE 172,500 $39,908,302 $224
LOW 100,000 $18,159,491 $132
INDOOR SPORTS FACILITY
CONSTRUCTION COST SUMMARY
93
Square Footage: Among the six (6) profiled facilities, the average square footage is 172,500. If you
exclude Virginia Beach Sports Center (which is the only facility above with two separate event
spaces), the average square footage is 150,000 sq. ft.
Development Cost: The average construction cost per square foot of the profiled facilities is
approximately $224 in Q3 2023 construction dollars.
Source: Victus research
Notes: (1) Sorted by Est. 2023 Construction Cost Per Sq. Ft. in descending order (2) Estimated according to the Turner Building Cost Index Q3 2023
Draft –Subject to Change
Multi-Use Ball
Facility Location Owner Operator Fields Fields
Grand Park Athletic Complex Myrtle Beach, SC Public Public 9 9
Hampton Roads Soccer Complex Virginia Beach, VA Public Private 25 -
Harry G. Daniel Park North Chesterfield Public Public 6 14
J. Burt Gillette Athletic Complex Wilson, NC Public Public 8 4
Manchester Meadows Park Rock Hill, SC Public Public 8 -
North Myrtle Beach Park and Sports Complex North Myrtle Beach, SC Public Public 8 6
Princess Anne Athletic Complex Virginia Beach, VA Public Public 8 8
River City Sportsplex Midlothian, VA Public Public 12 -
Rocky Mount Sports Complex Rocky Mount, NC Public Public 8 11
The Sportsplex at Matthews Matthews, NC Public Public 12 -
WakeMed Soccer Park Cary, NC Public Public 8 -
HIGH 25 14
AVERAGE 10.2 8.7
LOW 6 4
As shown above, the outdoor sports complexes we profiled average more than 10
rectangular fields and just under nine (9) baseball/softball diamonds.
Sources: Facility operators; Victus Advisors research
Note: Sorted by Facility in alphabetical order
OUTDOOR SPORTS COMPLEX SUMMARY
94
Draft –Subject to Change
Est. 2023 Est. 2023
Year Total Construction Construction
Facility Location Opened Fields Cost Cost Per Field
WakeMed Soccer Park Cary, NC 2002 8$32,349,758 $4,043,720
The Sportsplex at Matthews Matthews, NC 2015 12 $46,863,203 $3,905,267
Manchester Meadows Park Rock Hill, SC 2006 8$21,019,760 $2,627,470
North Myrtle Beach Park & Sports Complex North Myrtle Beach, SC 2014 14 $22,965,632 $1,640,402
Princess Anne Athletic Complex Virginia Beach, VA 2007 16 $25,064,988 $1,566,562
Rocky Mount Sports Complex Rocky Mount, NC 2006 19 $20,897,856 $1,099,887
HIGH 19 $46,863,203 $4,043,720
AVERAGE 13 $28,193,533 $2,480,551
LOW 8$20,897,856 $1,099,887
OUTDOOR SPORTS FACILITY
CONSTRUCTION COST SUMMARY
95
Construction costs of the six (6) comparable facilities that were able to provide data, when adjusted to
Q3 2023 dollars (the most recent available construction cost data in the Turner Building Cost Index),
were built for an average cost of approximately $2.48 million per field.
Source: Victus research
Notes: (1) Sorted by Est. 2023 Construction Cost Per Field in descending order (2) Estimated according to the Turner Building Cost Index Q3 2023
Draft –Subject to Change
96
4. COMPETITIVE & COMPARABLE
MARKET & FACILITY ANALYSIS:
C. SPORTS MARKETING EXAMPLES
Draft –Subject to Change
SPORTS MARKETING/BRANDING OVERVIEW
97
Most municipalities across the country that own and operate sports facilities will typically rely on public
(or quasi-public) tourism promotion agencies, such as the Jacksonville Tourism Development Authority
(a.k.a. Visit Jacksonville NC), to handle the bulk of their external youth/amateur sports marketing efforts.
These efforts may typically include regionally-branded efforts such as:
•Dedicated staff who can obtain, sell, and sometimes help produce events
•Website detailing the available sports facilities and opportunities
•Sports-focused collateral materials (brochures, magazines, etc.)
•Social media marketing (Facebook, Instagram, Twitter, YouTube, etc.)
•Personal contact and relationship marketing (trade shows, phone calls, etc.)
The balance of sports tourism advertising for each individual facility is then conducted by the local venue
operator, as well as any local tournament/event organizers. But it should be noted that the most
successful models tend to include a mix of regional marketing efforts (via tourism promotion agencies)
and facility-specific and event-specific marketing efforts (via facility operators and event operators).
Therefore, it will be imperative for Visit Jacksonville NC to maintain strong working relationships and
clear lines of communication with key local sports groups and sports facility operators.
The following pages highlight sports marketing campaigns from some of the markets we profiled earlier
in this section.
Draft –Subject to Change
SAMPLE MARKETING CAMPAIGNS
98
SPORTS-FOCUSED CITY BRAND
Myrtle Beach, SC
“Got Game? Bring It To The Beach”
Draft –Subject to Change
SAMPLE MARKETING CAMPAIGNS (CONT.)
99
FAMILY ENTERTAINMENT
& ATTRACTIONS
Virginia Beach, Virginia
“Unlimited Water Breaks”
Draft –Subject to Change
SAMPLE MARKETING CAMPAIGNS (CONT.)
100
STORYTELLING & EXPERIENCES
Nash County, North Carolina (Rocky Mount)
“Your Story Starts Here”
Draft –Subject to Change
SAMPLE MARKETING CAMPAIGNS (CONT.)
101
QUALITY FACILITIES
Gainesville, Florida
“We Help Take Your Events To New Heights”
Draft –Subject to Change
SAMPLE MARKETING CAMPAIGNS (CONT.)
102
PASSIONATE SPORTS COMMUNITY WITH
HIGH-QUALITY VENUES
Raleigh, North Carolina
“10 Good Reasons to Bring Your Next
Sporting Event to Greater Raleigh”
Draft –Subject to Change
5. STAKEHOLDER INTERVIEWS SUMMARY
103
Draft –Subject to Change
•City of Jacksonville Manager’s Office
•City of Jacksonville Mayor & City Council
•City of Jacksonville Public Services
•City of Jacksonville Recreation & Parks
•City of Jacksonville Recreation & Parks
Advisory Committee
•City of Jacksonville Tourism
Development Authority
•Jacksonville-Onslow Chamber of
Commerce Development
•Jacksonville-Onslow Economic
Development
•Jacksonville-Onslow Sports Commission
•New River YMCA
•Onslow County School District
•Onslow County Tourism
•Youth Sports Management at MCCS
Camp Lejeune
OVERVIEW
104
In July and August 2023, the City of Jacksonville identified participants and scheduled a series of in-
person, virtual, and telephone interviews for Victus Advisors. The goals of these interviews were to
gather feedback from key stakeholders, community leaders, and potential project partners regarding the
market potential for an additional sports facility (or facilities). The set of topics and questions included
perceptions of current sports facility offerings, potential support for the project, opportunities for public-
public and/or public-private partnerships, and other such feedback concerning the proposed venue(s).
INTERVIEWS - Victus Advisors conducted in-person, virtual and telephone interviews with
representatives from the following 13 stakeholder groups (in alphabetical order):
Draft –Subject to Change
STAKEHOLDER INTERVIEWS SUMMARY
105
PERCEPTIONS OF CURRENT SPORTS FACILITIES IN THE JACKSONVILLE MSA
•Stakeholders indicated that while there are various sports facilities throughout the County, there is a
limited supply of facilities with enough fields and/or indoor courts to host large regional tournaments
and events.
•Many noted that the Jacksonville/Onslow County area lacks multi-use, lighted, rectangular, artificial
turf fields. Soccer and lacrosse were often cited as some of the most popular sports in the area, and
field demand for these groups is not currently being met due to a lack of high-quality facilities.
•Many stakeholders indicated that they have a “big shortage” of indoor facilities. There is a common
belief that indoor space is particularly lacking in the area, as Jacksonville Commons does not have
enough space and amenities for larger indoor events. Interviewees believed that an indoor multi-use
facility could be successful, not only for sports like basketball and volleyball, but for also for events,
conferences, and possibly even concerts. As an example, MCCS Lejeune-New River
representatives indicated that their large annual parties and events must be moved out of the County
due to a lack of suitable indoor event facilities.
•Several interviewees mentioned the lack of public swimming pools, and there appears to be
significant demand for an aquatic facility in general. However, many stakeholders indicated that this
need is currently being addressed through a partnership with the New River YMCA to build and
operate a new aquatic center, which includes Onslow County, the City of Jacksonville, Onslow
County Schools, and possibility State funding.
Draft –Subject to Change
STAKEHOLDER INTERVIEWS SUMMARY (CONT.)
106
SUPPORT FOR ADDITIONAL SPORTS FACILITY DEVELOPMENT IN ONSLOW COUNTY
•Generally speaking, stakeholders were very supportive of sports facility development in the
Jacksonville/Onslow County area. Many noted that the Jacksonville community is very active and
physically fit, and that a new sports facility would be beneficial for both youth and adults alike. One
interviewee stated, “The more we can get our kids involved in extracurricular activities, the better!”
•Stakeholder responses were mixed when commenting on the existing organizational infrastructure
and available resources to support sports tourism. However, all interviewees were optimistic that if
the sports facility is constructed, the communicate would be able to organize and allocate resources
efficiently. One interviewee stated that they are willing to do “whatever it takes” from an operations
perspective to ensure that new sports and event facilities are successful.
•Many interviewees believed that there would be support for new sports and event facilities, and they
see an opportunity for potential public-private partnerships. One interviewee stated that even if there
is a projected operating loss, “new money” would be attracted by sports tourism and help support the
overall viability of the project.
•Stakeholders mentioned that a new sports facility would help to address the economic leakage,
specifically to Wilmington and Raleigh, that is occurring due to athletes traveling out of the County
for practices, games, and tournaments. Several stakeholders felt that generating economic
development via sports tourism should be a primary goal of any new development on the 400-acre
parcel recently acquired by the City.
Draft –Subject to Change
STAKEHOLDER INTERVIEWS SUMMARY (CONT.)
107
PERCEPTION OF JACKSONVILLE AS A HOST FOR REGIONAL SPORTS TOURNAMENTS
•All interviewees held a positive view of the Jacksonville/Onslow County area as a host of regional
sports tournaments. There is a general sense of belief that the City of Jacksonville is conveniently
located to be competitive as a host for regional sports tournaments, as it can easily serve people
visiting from both North Carolina and South Carolina.
•One interviewee described the sports tourism landscape of North Carolina as having three (3)
primary sectors: the center is in Charlotte/Raleigh, the western sector is in Asheville, but the eastern
part of the state does not yet have that hub.
•From a regional events standpoint (non-sports), one stakeholder noted that Wilmington currently
gets most of the events in eastern North Carolina, but believe that Jacksonville could become part of
the regional rotation with a multi-use indoor facility. Another interviewee noted that not having a
multi-use indoor facility is the biggest issue that Jacksonville is facing, and as a result they are
missing out on tourism.
•Interviewees generally believed that convenient hotels and affordable restaurants are a strength of
Jacksonville from a sports tourism perspective, along with the City’s close proximity to the beach.
Some noted that the proposed Western Boulevard site may contribute to traffic issues for nearby
neighbors in the future, and they support that a roadways and traffic plan must be developed to
effectively get ahead of (and hopefully prevent) this issue. While this is a potential hurdle,
stakeholders were optimistic that they could address this issue.
Draft –Subject to Change
STAKEHOLDER INTERVIEWS SUMMARY (CONT.)
108
ADDITIONAL CONSIDERATIONS
•A number of stakeholders noted that the best new sports tourism facilities not only provide high-level
facilities that meet the demand for tournament/event organizers, but they also provide visitor
amenities surrounding the venue that create a “sports tourism destination” (e.g. hotels, restaurants,
retail, attractions).
•Many stakeholders mentioned the same few sports venues in the region that draw the majority of
sports tourism, such as Rocky Mount Event Center & Sports Complex, Myrtle Beach Sports Center,
Virginia Beach Sports Center, and Gillette Athletic Complex. One interviewee believes that a multi-
use indoor sports and events facility like Rocky Mount Event Center could be successful in
Jacksonville.
•In terms of other complimentary amenities that could surround new sports facility development on
the proposed 400-acre site, one stakeholder cited James Island County Park as an innovative
facility. The property contains a water park, amphitheater, lake, and an outdoor adventure center.
Another stakeholder also mentioned the need for a waterpark, as: a) many people will travel to
Kinston, NC, for the weekend to visit their waterpark, and b) a waterpark could be a unique/use
innovative use of the large amount of space that is available on the project site.
•Several stakeholders also noted that having on site commercial businesses, such as chain
restaurants, would not only be beneficial for sports tourism visitors, but also would be utilized by the
local population.
Draft –Subject to Change
6. LOCAL SPORTS USER GROUP & REGIONAL
SPORTS EVENT ORGANIZER INTERVIEWS
109
Draft –Subject to Change
OVERVIEW
110
In June, July, and August 2023, Victus Advisors conducted telephone interviews with a representative
sample of local sports groups and regional sports event organizers who could be potential users of an
additional sports facility (or facilities) in the City of Jacksonville. The goals of these interviews were to
gather feedback regarding the market opportunity for local and regional events to be held at an
additional sports facility (or facilities) in the City of Jacksonville. Interviewees shared which local
facilities they use, comparable out-of-market venues, minimum amenities required in order to attract
events, and other feedback concerning the proposed venue(s).
INTERVIEWS - Victus Advisors conducted telephone interviews with representatives from the following
26 local and regional sports groups and event organizers (in alphabetical order):
•Atlantic Coast Events
•BeastWorks Wrestling
•Big Shots Basketball
•East Coast All Stars
•Jacksonville Area Soccer Association
•Jacksonville High School Soccer
•MCCS Camp Lejeune
•North Carolina AAU
•North Carolina Youth Soccer Association
•NXT Sports LLC
•Old North State Baseball
•Onslow FreedomVolleyball
•Onslow Rugby Club
•Onslow Women's Rugby Club
•Onslow Youth Lacrosse Association
•Pop Warner Little Scholars
•Semi-Professional Soccer Team
•Special Olympics Onslow County
•Swansboro High School Soccer
•Teammate Basketball
•Top Threat
•Track Nationals Inc.
•Triple Crown Sports
•USA Boxing
•USA Lacrosse
•USA Ultimate
•USSSA Slow Pitch
Draft –Subject to Change
USER & EVENT INTERVIEW SUMMARY
111
LOCAL (WITHIN ONSLOW COUNTY) SPORTS FACILITIES USED
BOXING
•Jacksonville Commons Recreation Center
BASEBALL/SOFTBALL
•Jack Amyette Park
BASKETBALL
•Jacksonville High School and Living Water Christian School
•Outdoor courts within Onslow County
LACROSSE
•Carolina Forest Elementary School
RUGBY
•Jacksonville Commons Middle School and Northside High School
•Northeast Creek Park
SOCCER
•Woodlands Park and New Bridge Middle School
VOLLEYBALL
•Churches and middle schools within Onslow County
WRESTLING
•Rental space from a furniture store in Onslow County
Draft –Subject to Change
USER & EVENT INTERVIEW SUMMARY (CONT.)
112
COMPARATIVE REGIONAL VENUES
BOXING
•Rock Hill Sports & Event Center (Rock Hill, SC)
BASEBALL/SOFTBALL
•Grand Park Athletic Complex (Myrtle Beach, SC)
•North Myrtle Beach Sports Complex (North Myrtle Beach, SC)
BASKETBALL/VOLLEYBALL
•Rocky Mount Event Center (Rocky Mount, NC)
•Myrtle Beach Sports Center (Myrtle Beach, SC)
•Henrico Sports & Events Center (Glen Allen, VA)
FOOTBALL
•Cox Mill High School (Concord, NC)
•A.L. Brown High School (Kannapolis, NC)
LACROSSE
•Matthews Sportsplex (Matthews, NC)
•Manchester Meadows (Rock Hill, SC)
Draft –Subject to Change
USER & EVENT INTERVIEW SUMMARY (CONT.)
113
COMPARATIVE REGIONAL VENUES
RUGBY
•Matthews Sportsplex (Matthews, NC)
SOCCER
•J. Burt Gillette Athletic Complex (Wilson, NC)
•Rocky Mount Sports Complex (Rocky Mount, NC)
•WakeMed Soccer Park (Cary, NC)
WRESTLING
•Virginia Beach Sports Center (Virginia Beach, VA)
•Myrtle Beach Sports Center (Myrtle Beach, SC)
Draft –Subject to Change
USER & EVENT INTERVIEW SUMMARY (CONT.)
114
DEMAND & IDEAL AMENITIES FOR A NEW SPORTS FACILITY
GENERAL FEEDBACK
•As it relates to sports tourism, interviewees felt very strong about the Jacksonville/Onslow County
market from a regional perspective. They indicated that the City of Jacksonville is conveniently
located for servicing people in the Southeast and the Carolinas, and has all the hospitality amenities
(hotels, restaurants, etc.) to attract sports tourism.
•Interviewees suggested that the addition of sports tourism facilities in Jacksonville would help spur
additional economic impact and address ongoing issues related to the lack of high-quality sports
facilities.
•Interviewees noted that any new sports tourism facilities should have a PA system, along with plenty
of ancillary space for tournament operations, registration, administration, etc.
BASEBALL/SOFTBALL
•For baseball, an interviewee noted the need for stadium-style seating with the ability to seat at least
1,000 people. For softball, interviewees mentioned that they prefer turf infields for their events and
on interviewee noted that they require at least 15 fields within 40 minutes of one another in order to
host events. Interviewees noted that Jacksonville profiles as a “pretty good location” for their events.
Draft –Subject to Change
USER & EVENT INTERVIEW SUMMARY (CONT.)
115
DEMAND & IDEAL AMENITIES FOR A NEW SPORTS FACILITY (CONT.)
BASKETBALL
•Interviewees mentioned that eight to 12 courts is ideal for events. Various interviewees indicated
there is a need for ancillary space, which could be used in between games and as a tournament
headquarters for necessary administrative events. An interviewee said that the complex could also
be used for practices and camps. Two different basketball event organizers stated that Jacksonville
is an “outstanding spot” and “a perfect destination” for their events.
BOXING
•An interviewee noted that the Jacksonville Commons Recreation Center is not big enough for the
events they would like to put on. They regularly travel out of the County due to a lack of availability.
An interviewee mentioned that two basketball court-sized areas is ideal for their events.
FOOTBALL
•One interviewee noted that they have hosted tournaments in the Coastal Carolina area. They
mentioned that Jacksonville profiles as a great location for events because of the large military
presence. A tournament organizer confirmed that they need three to four fields for their events and
that they prefer artificial turf fields due to weather considerations. They also mention that they prefer
stadium seating for their events. The interviewee noted they have hosted playoff rounds in
Jacksonville before, and they mentioned that Jacksonville has the proper hotel accommodations for
hosting their events. The interviewee confirmed that they would be interested in hosting one event,
the regional championships, in Jacksonville.
Draft –Subject to Change
USER & EVENT INTERVIEW SUMMARY (CONT.)
116
DEMAND & IDEAL AMENITIES FOR A NEW SPORTS FACILITY (CONT.)
LACROSSE
•One interviewee mentioned that they use Carolina Forest Elementary School for practice, which is
on an incline and becomes marshland at times. Regarding amenities for the new facility, they stated
that three full sized lighted artificial turf fields would be ideal for their use, and noted the need for
fences that can contain lacrosse balls. They would use this facility for games, practices, and events.
•One regional event organizer noted that Jacksonville profiles well because it is a beach destination,
and that they would possibly hold an event in Jacksonville if it was a large facility with eight to 12
lighted artificial turf fields.
MULTI-SPORT
•One interviewee runs regional basketball, volleyball, and track events, and they stated that
Jacksonville could be a destination for their events depending on the new facility (or facilities) that
would be available. Regarding new potential facilities in Jacksonville, they say that they could host
approximately six annual basketball tournaments, three to four volleyball tournaments, and five to six
track events. They also mention that if the complex included a track, they could use the track five to
six weekends per year. The interviewee confirmed that they are willing and able to give firm
contracts ahead of time to help shore up economic planning.
Draft –Subject to Change
USER & EVENT INTERVIEW SUMMARY (CONT.)
117
DEMAND & IDEAL AMENITIES FOR A NEW SPORTS FACILITY (CONT.)
RUGBY
•The interviewee cited the need for a new lighted, multi-use field facility. They often use school
facilities because local parks and recreation facilities are busy, and sometimes they have to use
baseball/softball field outfields because those facilities have lights. They typically require two all-
purpose, lighted turf fields for their practices, games, and events.
SOCCER
•Three different interviewees cited the lack of lighted, artificial turf fields as a main issue regarding the
current soccer field facilities. These interviewees mentioned a range of fields that are necessary for
their events, and indicated that six to eight lighted, synthetic fields would be ideal for the new facility.
They requested parking, restrooms, and a community/concessions building at the new facility, and
all of these things must be convenient in relation to the fields. They also mentioned that an indoor
training facility would be a nice amenity, noting that “this type of indoor facility would be greatly
needed not just for soccer, but also for football, lacrosse, basketball.”
TRACK
•In addition to the track comments noted in the “Multi-Sport” section, many non-track interviewees
mentioned that having access to a track would be a nice amenity, and it appears that many local
user groups would find use for a track as a training option.
Draft –Subject to Change
USER & EVENT INTERVIEW SUMMARY (CONT.)
118
DEMAND & IDEAL AMENITIES FOR A NEW SPORTS FACILITY (CONT.)
ULTIMATE FRISBEE
•One interviewee mentioned they are looking for grass facilities to hold events. Sometimes 30+ fields
are needed for their events, as college events need 12 fields and club events 15+ fields. But they
mention that teams are always looking for facilities, especially at the college level. They believe
colleges would be interested in hosting one tournament at the proposed complex in Jacksonville,
and that a regional tournament could be 32-48 teams.
VOLLEYBALL
•An interviewee stated that they are desperately seeking new facilities. One tournament organizer
stated that they ideally need at least 12 courts to run their larger tournaments. They note Rocky
Mount Event Center and Virginia Beach Sports Center as suitable venues for their events, which can
accommodate 16 and 24 courts, respectively. They mentioned that Jacksonville profiles well as a
potential destination for their events, as they could draw from both North Carolina and South
Carolina clubs.
WRESTLING
•An interviewee mentioned that basketball court facilities are ideal venues for wrestling tournaments.
They noted that they love Virginia Beach Sports Center, and they would like to see something similar
in Jacksonville/Onslow County. They stated that they would definitely use the new facility for
practice, meets, and also to host three tournaments per year.
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119
PERCEPTION OF JACKSONVILLE AS A HOST FOR REGIONAL SPORTS TOURNAMENTS
•Most interviewees think highly of the Jacksonville/Onslow County area and believe it is in a
convenient location for visitors in a multi-state area (the Carolinas and southeast U.S.). From a
sports tourism perspective, most interviewees felt that Jacksonville has plenty of convenient and
affordable restaurants that are in close proximity to the proposed 400-acre site.
•Several major event organizers indicated that a new sports complex in Jacksonville could become
part of their rotation for regional events if the facility had the proper features/amenities.
USER & EVENT INTERVIEW SUMMARY (CONT.)
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USER GROUP & EVENT DEMAND SUMMARY:
NEW INDOOR SPORTS & EVENTS CENTER
120
Victus Advisors interviewed a representative sample of potential indoor sports facility users/events:
•All of the sports groups above expressed interest in using a new indoor sports facility in Jacksonville.
•Usage ranged from weekday use for games and practices to weekend tournament and event usage.
•Courts - Based solely on the organizations surveyed, we found initial interest for up to 27 annual
tournaments/weekend events that could use indoor court space. These events ranged in terms of
both the number of courts needed and the number of event days needed.
•Track - In addition, we also found initial interest for up to 6 annual weekend track
meets/competitions, if an indoor track space was included in the building program.
Source: Victus research
Notes: Sorted by Group/Organization in alphabetical order. This is a representative sample of potential users, and the potential usage shown above is based solely on the interviewees contacted by Victus
Advisors. (*) Surfaces are sport specific according to Group/Organization.
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USER GROUP & EVENT DEMAND SUMMARY:
NEW OUTDOOR SPORTS FIELDS
121
Victus Advisors interviewed a representative sample of potential outdoor sports facility users/events:
•All but one of the sports groups above expressed interest in using a new outdoor sports facility in
Jacksonville.
•Usage ranged from weekday use for games and practices to weekend tournament event usage.
•Overall, we found initial interest for up to 47 annual outdoor tournaments/weekend events,
including rectangular fields (soccer, lacrosse, rugby, ultimate) and diamonds (baseball, softball).
Source: Victus research
Notes: Sorted by Group/Organization in alphabetical order. This is a representative sample of potential users, and the potential usage shown above is based
solely on the interviewees contacted by Victus Advisors. (*) Surfaces are sport specific (softball diamonds, soccer fields, etc.) according to Group/Organization.
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7. SPORTS COMMUNITY SURVEY
122
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SPORTS COMMUNITY SURVEY
123
In July and August 2023, Victus Advisors also conducted online surveys with 328 local parents,
participants, coaches, and other such members of the Jacksonville area amateur sports community. The
survey link was distributed both by Victus Advisors to regional sports user groups that we interviewed,
and by Jacksonville Recreation & Parks via their database of sports program participants. As a result,
this survey response base is not intended to be a random sample of Jacksonville residents, but rather a
self-selected sample that is representative of the Jacksonville area youth/amateur sports community.
Our general survey topics included, but were not limited to:
•General demographic information
•Sports and recreation facilities frequented in the Jacksonville/Onslow County area
•General attitudes toward amateur sports in the Jacksonville/Onslow County area
•Ideal features of amateur sports host cities and facilities
Jacksonville/Onslow County Sports Community, respondent profile:
•38% Male, 62% Female
•90% between the ages of 19 and 64 (66% age 20 to 44, 23% age 45 to 64)
•67% White (Non-Hispanic), 14% Black or African American, 8% Hispanic or Latino, 11% Other
•Median Household Income: $75,000 - $99,999
•79% live in a household with children under 18
•89% live in a household where at least one member has participated in organized amateur sports in
Onslow County
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FACILITY RATING METHOD
124
As part of our community survey process, Victus Advisors gathered feedback from local sports
participants regarding their satisfaction with the primary sports venues that are utilized within Onslow
County. Survey respondents were asked to rate their satisfaction with each facility on a 7-point scale, in
which “7” represents “Very Satisfied” and “1” represents “Very Dissatisfied”.
Based on these satisfaction ratings, Victus Advisors has assigned a “Top-2 Box Rating” to each factor
that is presented on the following page. Top-2 Box Rating represents the combined scores of “7” and “6”
given to each factor by respondents, representing the highest levels of satisfaction.
Our Top-2 Box methodology is a best-in-class approach to satisfaction measurement. This methodology
is used by Victus Advisors in this section to help indicate the current condition, based on direct user
input, of amateur sports facilities within the Jacksonville/Onslow County area.
Top-2 Box Rating (% 7 or 6)
7 6 5 4 3 2 1
80%+ •Excellent
65-80% •Good
50-65% •Average
< 50% •Below Average
General Top-2
Box score
standards for
satisfaction
analysis
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SATISFACTION WITH SPORTS FACILITIES
125
Six (6) of the sports facilities we reviewed in Onslow County received top-2 box scores that were
above average (50% or more).
Notes: (1) Sorted by Top-2 Box score in descending order; (2) Base: 276 respondents
50% Top-2 Box
= “Average”
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AMATEUR SPORTS INVOLVEMENT
WITHIN THE PAST 5 YEARS
126
Base: 328 respondents
89% of all respondents had at least one member of their household (self, spouse/partner,
children, etc.) involved in organized amateur sports in Onslow County (i.e. teams, leagues,
tournaments, select clubs, etc.) within the past 5 years.
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PRIMARY ROLE IN THE AMATEUR
SPORTS COMMUNITY
127
46% of the respondents said their primary role was as a parent of current or past youth
sports participants. Another 30% indicated they were primarily adult sports participants.
Notes: (1) Sorted by Role score in descending order (2) Respondents were allowed to select “primary way” (“only choice”) in which they have
personally been involved in sports in the Jacksonville area
Base: 328 respondents
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SPORTS COMMUNITY INVOLVEMENT BY SPORT
128
Survey respondents were asked to identify all of the sports they have experience with
locally, and they indicated a wide variety of sports. Basketball was the most popular (42%
of respondents), and Soccer and Baseball were represented by 37% and 35% of
respondents, respectively.
Notes: (1) Sorted by Sport score in descending order (2) Sports shown above were selected by a minimum of 10% of respondents
Base: 285 respondents
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REASONS FOR NON-PARTICIPATION
129
Out of the respondents that have not participated in sports in Onslow County, “Lack of
time” was the primary reason.
Note: Sorted by reason in descending order
Base: 31 respondents
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ONSLOW COUNTY SPORTS FACILITY UTILIZATION
130
The Jacksonville Commons Recreation Center (Indoor & Outdoor) was cited as the facility most visited in
Onslow County. High School Gyms (Dixon, Jacksonville, Northside, Southwest Swansboro) were the
second most frequently used facilities by survey respondents.
Notes: Sorted by Sports Facility score in descending order Base: 286 respondents
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ESTABLISHED SPORTS IN JACKSONVILLE AREA
131
Survey respondents were asked to identify which “established” amateur sports they think the
Jacksonville area sports community has developed most successfully (in terms of providing
opportunities to play/learn, hosting teams/leagues/tournaments, providing opportunities to compete on
a regional/national stage, etc.). Soccer was identified as the most established sport in Onslow County
(50% of responses), followed by Baseball (32%) and Basketball (31%).
Notes: (1) Sorted by Sports score in descending order (2) Sports shown above were selected by a
minimum of 9% of respondents
Base: 173 respondents
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EMERGING SPORTS IN JACKSONVILLE AREA
132
Respondents were also asked to identify which emerging or underserved amateur
sports they think have the most potential in Jacksonville with additional investment,
facilities, support, etc. Volleyball (Indoor) and Pickleball were identified as the sports
with the most long-term potential in Onslow County.
Notes: (1) Sorted by Sports score in descending order (2) Sports shown above were selected by a
minimum of 10% of respondents
Base: 175 respondents
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AMATEUR SPORTS TRAVEL
133
72% of respondents have traveled outside of Onslow County for amateur sports. Raleigh
and Myrtle Beach were mentioned among the most frequent regional destinations.
Base: 276 respondents
Draft –Subject to Change
Reason for Percent
Choosing Best Community Chosen
Quality of sports facilities 71%
Community interest/support for amateur sports events 15%
Accessibility (ease of travel/transportation access) 6%
Nearby family entertainment/attractions 5%
Nearby hotel/lodging options 2%
Nearby restaurant/dining options 1%
BEST AMATEUR SPORTS DESTINATIONS
134
Base: 125 respondents
17% of respondents
chose Raleigh as the
destination that does the
best overall job as an
amateur sports host.
71% of respondents
cited Quality of sports
facilities as the primary
reason in determining
the best overall job as an
amateur host.
The finding that the #1
factor is providing a high-
quality sports facility is
consistent with Victus
Advisors’ findings on
similar projects across
the country, as is the #2
factor being the level of
community interest and
support for the events
they attend.
Market % Chosen as Best
Raleigh 17%
Myrtle Beach 16%
Jacksonville 7%
Virginia Beach 5%
Wilmington 4%
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BEST SPORTS DESTINATIONS VS. ONSLOW COUNTY
135
Note: Sorted by ‘Jacksonville Area is Worse’ in descending order
Base: 169 respondents
Respondents rated Jacksonville Area/Onslow County poorly as a sports destination relative to the “best”
sports tourism destinations they’ve visited in terms of the Quality & Quantity of Sports Facilities and the
Presence of Family Entertainment/Attractions.
On the positive side, a majority of respondents felt the Jacksonville Area was the same or better than
other sports travel destinations when it comes to Presence of Nearby Lodging Options & Dining Options,
Ease of Travel Access, Community Safety, and Desirability of the Community’s Climate/Weather.
Draft –Subject to Change
OVERALL IMPRESSIONS OF JACKSONVILLE/ONSLOW
COUNTY AMATEUR SPORTS COMMUNITY
136
Notes: Sorted by Top-2 Box score in descending order
Base: 208 respondents
Overall ratings of all aspects of the Onslow County amateur sports community were below average
(50% top-2 box). The most significant negative impressions (Bottom-3 Box scores of 20% or more)
were given to Quantity of Indoor Sports Venues and Local Government Commitment/Support for
Youth/Amateur Sports.
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8. SWOT ANALYSIS & IDENTIFICATION
OF SPORTS FACILITY OPPORTUNITIES
137
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138
SWOT ANALYSIS - STRENGTHS
KEY STRENGTHS OF JACKSONVILLE AS A SPORTS TOURISM DESTINATION:
STRONG HOTEL & RESTAURANT INVENTORY
•Victus Advisors found numerous lodging options (minimum 2-star hotel class) within a 15-minute
drive from the project site, including appealing family-oriented brands such as Fairfield Inn & Suites,
and Holiday Inn Express, among others.
•There are also numerous retail and restaurant options in Jacksonville highlighted by national stores,
chains, and brands.
•Organizers who have brought events to Jacksonville in the past have noted that the area has the
existing inventory of hotels and restaurants to serve the needs of their events.
LOCATION
•There is a general sense of belief that the City of Jacksonville is conveniently located to be
competitive as a host for regional sports tournaments, as it can easily serve people visiting from both
North Carolina and South Carolina.
POSITIVE PERCEPTION OF THE AREA
•All interviewees held a positive view of the Jacksonville/Onslow County area as a host of regional
sports tournaments. The area is perceived as a safe place for families, and the presence of MCCS
Lejeune-New River has also contributed to the perception of the community in terms of a healthy and
active population.
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SWOT ANALYSIS - WEAKNESSES
KEY WEAKNESSES OF JACKSONVILLE AS A SPORTS TOURISM DESTINATION:
LACK OF SPORTS TOURISM FACILITIES
•Numerous stakeholders and event organizers stressed that Jacksonville is an attractive location for
sports events, but unfortunately the area lacks sports tourism-caliber facilities to host events.
•Many stakeholders indicated that the area has a “big shortage” of indoor facilities. Jacksonville
Commons does not have enough space and amenities for larger indoor events. Interviewees
believed that an indoor multi-use facility could be successful, not only for sports like basketball and
volleyball, but for also for pickleball, cheer, wrestling, etc.
•Stakeholders indicated that while there are various existing outdoor sports facilities throughout the
City/County, there is a limited supply of facilities with enough fields. In particular, many noted that the
Jacksonville/Onslow County area lacks multi-use, lighted, rectangular, artificial turf fields. Soccer and
lacrosse were often cited as some of the most popular sports in the area, and field demand for these
groups is not currently being met due to a lack of high-quality field facilities. In addition, baseball is
also very popular in the area, and there is similarly a lack of a tournament-caliber complex.
•There is also a general lack of large indoor multi-event space, and numerous stakeholders and event
organizers expressed interest in having any planned indoor sports facility be multi-use, so as to also
accommodate indoor gatherings (banquets, meetings, trade shows, etc.).
LACK OF FAMILY ENTERTAINMENT/ATTRACTIONS
•Despite the area’s strength in terms of hotels/restaurants, numerous stakeholders also pointed out a
lack of family entertainment options (beyond driving to the beach) and recommended examining
opportunities to provide a waterpark, outdoor adventure, etc., on-site for sports tourism visitors.
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SWOT ANALYSIS - OPPORTUNITIES
KEY OPPORTUNITIES FOR JACKSONVILLE AS A SPORTS TOURISM DESTINATION:
ATTRACT VISITORS FROM REGIONAL DRIVE MARKETS
•There is a population of over 4.3 million people within a 2.5-hour drive time of the project site, and
over 17.5 million people within a 5-hour drive time of the project site, to potentially draw from for
sports tourism events.
LOCAL SUPPORT FOR ADDITIONAL SPORTS TOURISM FACILITY DEVELOPMENT
•Generally speaking, stakeholders were very supportive of sports facility development in the
Jacksonville/Onslow County area. Many noted that the Jacksonville community is very active and
physically fit, and that a new sports facility would be beneficial for both youth and adults alike. One
interviewee stated, “The more we can get our kids involved in extracurricular activities, the better!”
GENERATE NEW ECONOMIC IMPACT & GROW THE AREA’S FAMILY-FRIENDLY BRAND
•Stakeholders mentioned that a new sports facility would help to address the economic leakage,
specifically to Wilmington and Raleigh, that is occurring due to athletes traveling out of the County for
practices, games, and tournaments. Several stakeholders felt that generating economic development
via sports tourism should be a primary goal of any new development on the 400-acre parcel recently
acquired by the City.
•Several major event organizers indicated that a new sports complex in Jacksonville could become
part of their rotation for regional events if the facility had the proper features/amenities.
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141
SWOT ANALYSIS - THREATS
KEY THREATS FOR JACKSONVILLE AS A SPORTS TOURISM DESTINATION:
REGIONAL FACILITY COMPETITION
•Other similarly-sized facilities within North Carolina and South Carolina could compete with
Jacksonville/Onslow County for events. In order to mitigate this threat, it is important that Jacksonville
focus on not just building facilities, but also providing the other features that entice events to return on
an annual basis, such as:
oFostering community interest/support for events,
oConveniently located hospitality amenities,
oDeveloping new family entertainment/attractions,
oEstablishing a track record and reputation from a sports marketing standpoint for high-quality
customer service, etc.
POTENTIAL NEIGHBORHOOD TRAFFIC ISSUES ADJACENT TO THE 400-ACRE PARCEL
•Based on feedback from local stakeholders and user groups, it is important that the City: a) develops
a roadway plan for mitigating any potential traffic issues in the neighborhoods adjacent to the
proposed project site, and b) clearly communicate that plan to the nearby residents.
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142
SWOT ANALYSIS - SUMMARY
Strengths
1. Strong Hotel, Retail, & Restaurant Inventory
2. Location
3. Positive Perception of the Area
Weaknesses
1. Lack of Sports Tourism Facilities
2. Lack of Family Entertainment/Attractions
Opportunities
1. Attract Visitors From Regional Drive
Markets
2. Local Support For Additional Sports
Tourism Facility Development
3. Generate New Economic Impact & Grow
the Area’s Family-Friendly Brand
Threats
1. Regional Facility Competition
2. Potential Neighborhood Traffic Concerns
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143
RECOMMENDED SPORTS TOURISM
FACILITY OPPORTUNITIES
Victus Advisors has identified several new sports facility opportunities that we believe could generate the
most incremental sports event activity in Jacksonville:
1) Indoor Sports & Events Center
2) Outdoor Tournament-Caliber Sports Fields Complex:
a) Rectangular Fields Complex
b) Baseball Complex
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144
NEW FACILITY OPPORTUNITIES:
#1 – INDOOR SPORTS & EVENTS CENTER
There is a lack of tournament-caliber indoor sports and non-sports event space in the Jacksonville
market. Initial discussions with major national tournament organizers indicate significant demand for
bringing tournaments to a facility in Jacksonville with the following minimum amenities:
•Courts Area: At least eight (8) and up to twelve (12) basketball courts, which should be convertible to
up to 2x volleyball courts (or 16 to 24 volleyball courts). These column-free, hardwood surfaces could
also be used by wrestling, cheer, futsal, pickleball, etc. During the week, these courts would primarily
be used for local programs, practices, and games, with weekends dedicated to sports tournament
activity. The space could also be used for non-sports events such as expos, banquets, etc.
•Other Support Areas & Amenities: Lobby, restrooms, concessions, meeting/flex rooms that could also
be used by tournament organizers, administrative offices, HVAC, mechanical/electrical, storage,
circulation, etc.
Recommendations for Jacksonville
Victus has identified two (2) multi-use sports/event center facility models for consideration by the City of
Jacksonville: a) an approximately 100,000 to 120,000 square foot facility, similar to the Myrtle Beach
Sports Center; or B) an approximately 150,000 to 160,000 square foot facility, similar to Rocky Mount
Event Center. Although both facilities could be used for sports and other event activity, the Myrtle Beach
model is likely to be cheaper to both build and operate, whereas the Rocky Mount model is likely to
provide more opportunities for non-sports event activity.
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145
SAMPLE INDOOR SPORTS/EVENTS CENTER MODEL:
A) MYRTLE BEACH SPORTS CENTER
Myrtle Beach, SC
•Opened: 2015; Construction Cost: $18.2M in 2023 dollars*
•Owner: City of Myrtle Beach
•Operator: Sports Facilities Management
•Footprint: 100,000 sq. ft.
•Features:
-8 basketball courts convertible to 16 volleyball courts
-4 flex rooms (for locker rooms, etc.)
-Snack bar
•Programming:
-National and regional tournaments for basketball, volleyball, pickleball, wrestling, and
gymnastics, etc.
-The facility also hosts vendor shows and markets, expos, and memorabilia shows.
-The facility hosts between 30 and 35 events annually.
•Financials:
-In the operating year prior to COVID, MBSC generated nearly $1.6 million in operating income,
with a positive net operating income of $134,000 (prior to management fees).
•Economic Impact:
-In each of its first three full years of operations, Myrtle Beach Sports Center generated an
estimated $20 million in annual direct economic impact.
* Estimated according to the Turner Building Cost Index Q3 2023
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146
FLOOR PLAN
The Myrtle Beach
Sports Center was
designed so that 8
basketball courts
could also be
utilized as 16
volleyball courts
(i.e. 2 volleyball
courts per
basketball court)
SAMPLE INDOOR SPORTS/EVENTS CENTER MODEL:
A) MYRTLE BEACH SPORTS CENTER (CONT.)
Draft –Subject to Change
Rocky Mount, NC
•Opened: 2018
•Construction Cost: $21.8M in 2023 dollars*
•Owner: City of Rocky Mount
•Operator: Sports Facilities Management
•Footprint: 165,000 sq. ft.
•Features:
-8 basketball courts convertible to 16 volleyball courts
-6 meeting rooms and a family entertainment center
-75,000 sq. ft. event floor space, or arena configuration for 4,000
•Programming:
-The facility hosted 21 sports events and 233 catered events in 2022.
•Financials:
-In the full operating year prior to COVID, RMEC generated approximately $1.7 million in operating
revenue, against approximately $2.2 million in operating expenses.
-Annual debt service payments (including principal/interest) are a little over $3 million per year.
•Economic Impact:
-In 2022, the facility hosted 21 sporting events and 233 catering events (in addition to local
programming), generating a direct economic impact of nearly $15 million, an increase over $9
million in 2021 (which was impacted by COVID).
147
SAMPLE INDOOR SPORTS/EVENTS CENTER MODEL:
B) ROCKY MOUNT EVENT CENTER
* Estimated according to the Turner Building Cost Index Q3 2023
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148
SAMPLE INDOOR SPORTS/EVENTS CENTER MODEL:
B) ROCKY MOUNT EVENT CENTER (CONT.)
FLOOR PLAN
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149
NEW FACILITY OPPORTUNITIES:
#2A – MULTI-USE FIELDS COMPLEX WITH LIGHTS
There is a lack of tournament-caliber outdoor rectangular fields in the Jacksonville market. Initial
discussions with major national tournament organizers indicate significant demand for bringing
tournaments to a facility in Jacksonville with the following minimum amenities:
•Fields Area: Eight (8) full-sized multi-use fields with lights. At a minimum, at least four (4) fields
should be artificial turf. Although artificial turf fields are typically more expensive to build than grass
fields, they provide more reliability to event organizers in terms of avoiding rain-outs, and they also
provide significantly greater durability in order to maximize overall usage on a daily basis by both
local teams/organizations and regional tournament organizers.
•Other Support Areas & Amenities: Restrooms, pavilion with concessions and
administrative/operations space, picnic tables, storage, and parking. These areas and amenities
should be easily accessible for participants and operators. Parking should be designed to
accommodate maximum tournament usage.
Recommendations for Jacksonville
Please note, we recommend that the rectangular sports complex be located adjacent to, and be operated
in conjunction with, the indoor sports and events center to save on operating costs via shared staffing
resources.
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150
SAMPLE RECTANGULAR FIELD COMPLEX MODELS
Manchester Meadows Park (Rock Hill, SC)
•Opened: 2006; Construction Cost: $21M in 2023 dollars*
•Footprint: 70 acres
•Features:
-8 multi-use fields
-Stadium seating for 1,500 people
-Concessions stand
-Multi-purpose meeting space
•Programming:
-Practices, leagues, games, and tournaments for soccer and other sports events.
WakeMed Soccer Park (Cary, NC)
•Opened: 2002; Construction Cost: $32.3M in 2023 dollars*
•Footprint: 150 acres
•Features:
-8 multi-use fields
-Concessions, locker rooms, meeting space
-Cross country course
•Programming:
-The facility is the home to North Carolina FC of the USL League One and North Carolina Courage
of the NWSL
-The facility also hosts soccer and other sports tournaments.
* Estimated according to the Turner Building Cost Index Q3 2023
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151
NEW FACILITY OPPORTUNITIES:
#2B - TOURNAMENT-CALIBER BASEBALL COMPLEX
There is a lack of tournament-caliber baseball fields in the Jacksonville market. Initial discussions with
major national tournament organizers indicate significant demand for bringing tournaments to a facility in
Jacksonville with the following minimum amenities:
•Fields Area: An 8-plex of baseball fields with artificial turf infields and adjustable fences capable of
expanding up to 350’ (to accommodate various age categories). It is also recommended that all fields
have lighting.
•Other Support Areas & Amenities: Restrooms, concessions/operations pavilion, batting cages, press
boxes, bleachers, and parking.
Recommendations for Jacksonville
It is recommended that a tournament-caliber baseball facility could be achieved by adding at least 4
additional baseball fields to the Jacksonville Commons baseball/softball fields. This capital investment
would be significantly less expensive than building 8 new fields at the 400-acre project site.
Draft –Subject to Change
152
SAMPLE BASEBALL COMPLEX MODEL
Grand Park Athletic Complex (Myrtle Beach, SC)
•Opened: 2009 (Phase 1); 2012 (Phase 2)
•Key Features:
-9 ball diamonds (7 large, 2 youth) with synthetic turf and lights
-Batting cages
•Economic Impact:
-The facility is programmed to host over 20 tournaments in 2023.
-2022 events generated nearly $35 million in gross direct spending.
Draft –Subject to Change
ADDITIONAL ON-SITE AMENITY OPTIONS
Depending on the available project construction budget, the City could also consider the following
potential enhancements:
•On-site Family Entertainment Attractions & Hospitality Amenities:
•Indoor – Arcade, clip n’ climb, ninja course, golf simulator, etc.
•Outdoor – Waterpark, splash pad, zip line, adventure/ropes course, etc.
•General Site – Explore opportunities for on-site hotel, restaurant, and retail development to
capture economic impact from sports events
•Championship Stadium(s): For the potential outdoor rectangular field complex and the ball diamond
complex, at least one of the fields in each complex could be built out as a “championship” field with
seating for at least 1,000 people.
•Indoor Track: There is also some level of demand for a 200-meter indoor track that could host some
regional meets, as well as be an indoor training amenity for a wide variety of local sports programs.
153
Draft –Subject to Change
9. USAGE PROJECTIONS &
OPERATING PRO FORMAS
154
Draft –Subject to Change
OVERVIEW
155
In this section, Victus projects both sustainable daily usage (local groups) and the number of special
events and attendance (sports and events) at new venues recommended for the 400-acre site in
Jacksonville. Based on input from the City, we created the following three (3) models for analysis:
A-1. Indoor Sports & Events Center (Myrtle Beach Model):
•Features: Eight (8) basketball courts, which should be convertible to up to 2x volleyball courts.
•Usage: Local and tournament usage for indoor sports such as basketball, volleyball, pickleball
and other sports programming. The space could also be used for non-sports events such as
expos, banquets, etc.
•Building Size: Approximately 110,000 square feet
A-2. Indoor Sports & Events Center (Rocky Mount Model):
•Features & Usage: Same as above, but additional meeting space (dividable) for smaller non-
sports events. A portion of the event floor space should be capable of seating around 4,000 in
an arena configuration
•Building Size: Approximately 150,000 square feet
B. Rectangular Fields Complex:
•Features: Eight (8) full-sized, rectangular, multi-use artificial turf fields with lights.
•Usage: Local and tournament usage for rectangular field sports such as soccer, football,
lacrosse, and other sports programming.
Draft –Subject to Change
KEY ASSUMPTIONS
156
The following key assumptions were utilized by Victus Advisors in order to develop operating and
financial projections for new sports facilities in Jacksonville:
•No assumptions have been made yet regarding the operations of the new sports facilities.
•It is assumed the facilities will be owned by the City of Jacksonville and thus exempt from property taxes.
•No assumptions have been made yet for debt service or capital improvement funds.
•The facilities will offer competitive regional rental rates and aggressively market to third-party events.
•Revenues and expenses are based upon the recommended building programs and estimated annual
utilizations presented for each option later in this section.
•We have assumed that the sports complex would be operated by an experienced professional
management firm, and we have estimated a management fee expense of $20,000 per month.
•The facilities will offer affordable rental rates and market to both local teams, regional tournaments, and
non-sports events. Additionally, the facilities will be designed to compete against other regional
complexes and event centers in attracting tournament usage, sports tourism, and non-sports events.
•These projections are based on current market circumstances, and therefore assume that there will be no
major changes to the Jacksonville event market or available regional facilities.
•Our utilization estimates and revenue model estimates are primarily based on metrics related to square
footage, seating capacity, and annual event activity.
•The financial projections displayed on the following page utilize a variety of additional assumptions,
including data gathered from third-party sources, information provided by the City of Jacksonville, and
Victus Advisors’ industry experience. There will be differences between these projections and actual
events, and these differences may be material.
Draft –Subject to Change
9. USAGE PROJECTIONS:
A-1. MYRTLE BEACH MODEL
157
Draft –Subject to Change
158
MYRTLE BEACH MODEL:
ESTIMATED ANNUAL UTILIZATION
Facility
Event Hours
Local Hourly Court Rentals 8,000
Sports & Event Rentals 6,200
TOT AL 14,200
Note: Sorted by Facility Hours in descending order
It is estimated that an indoor sports and events center (Myrtle Beach Model) in Jacksonville could host
approximately 28 annual sports tournaments, primarily on the weekends or during holidays, as well as 20
non-sports events (tradeshows, large banquets, etc.). While weekend tournaments and events would draw
athletes, spectators, and participants from outside of Onslow County (Friday through Sunday), it should be
noted that local use (practices and games, etc.) would primarily be Onslow residents (typically Monday
through Thursday).
Estimated Annual Basketball Tournaments: 14
Estimated Annual Volleyball Tournaments: 8
Estimated Annual Other Sports Tournaments: 6
Estimated Annual Non-Sports Events: 20
Total Estimated Annual Visits: 537,400**
_________________________________________________________________________
Notes: (*) Tournament days a calendar day in which tournament activity is held in the facility. (**) Includes estimated athletes, officials, coaches,
parents/family, spectators, etc. (**) Represents unique daily visits. For example, if an athlete participated in practices on a Tuesday and a Thursday
one week, that would count as two (2) unique visits that week.
Draft –Subject to Change
159
MYRTLE BEACH MODEL:
ESTIMATED ANNUAL UTILIZATION BY MONTH
Facility
Hours:
Victus Advisors estimates that there would be fairly consistent levels of usage of a potential indoor
sports and events center (Myrtle Beach Model) in Jacksonville year-round.
Draft –Subject to Change
160
MYRTLE BEACH MODEL:
TOTAL ESTIMATED OUT-OF-TOWN VISITATION
It is estimated that visitors from outside of Onslow County could account for about 55% of annual
attendance at a potential indoor sports and events center (Myrtle Beach Model) in Jacksonville.
It is assumed that weekday usage would primarily be regional programming, including youth and adult
sports. Whereas weekend use would primarily be dedicated to youth/amateur sports tournaments and
non-sports events such as expos, etc.
*Notes: (1) “Out-of-town” refers to visitors from
outside Onslow County. (2) Visitors include
estimated athletes, officials, coaches,
parents/family, spectators, etc. Visitors also
represent unique daily visits. For example, if an
athlete participated in practices on a Tuesday and
a Thursday one week, that would count as two (2)
unique visits that week.
WeekendWeekday
Weekday Weekend TOTAL
In-County Visits 196,100 47,900 244,000
Out-of-County Visits 21,800 271,600 293,400
TOTAL VISITORS 217,900 319,500 537,400
Draft –Subject to Change
9. USAGE PROJECTIONS:
A-2. ROCKY MOUNT MODEL
161
Draft –Subject to Change
Facility
Event Hours
Local Hourly Court Rentals 8,000
Sports & Event Rentals 7,000
TOT AL 15,000
162
ROCKY MOUNT MODEL:
ESTIMATED ANNUAL UTILIZATION
Note: Sorted by Facility Hours in descending order
It is estimated that an indoor sports and events center (Rocky Mount Model) in Jacksonville could host
approximately 28 annual sports tournaments, primarily on the weekends or during holidays, as well as 20
non-sports events (tradeshows, large banquets, smaller meetings, weddings, etc.). While weekend
tournaments and events would draw athletes, spectators, and participants from outside of Onslow County
(Friday through Sunday), it should be noted that local use (practices and games, etc.) would primarily be
Onslow residents (typically Monday through Thursday).
Estimated Annual Basketball Tournaments: 14
Estimated Annual Volleyball Tournaments: 8
Estimated Annual Other Sports Tournaments: 6
Estimated Annual Non-Sports Events: 145
Total Estimated Annual Visits: 556,200**
_________________________________________________________________________
Notes: (*) Tournament days a calendar day in which tournament activity is held in the facility. (**) Includes estimated athletes, officials, coaches,
parents/family, spectators, etc. (**) Represents unique daily visits. For example, if an athlete participated in practices on a Tuesday and a Thursday
one week, that would count as two (2) unique visits that week.
Draft –Subject to Change
163
ROCKY MOUNT MODEL:
ESTIMATED ANNUAL UTILIZATION BY MONTH
Facility
Hours:
Victus Advisors estimates that there would be fairly consistent levels of usage of a potential indoor
sports and events center (Rocky Mount Model) in Jacksonville year-round.
Draft –Subject to Change
164
ROCKY MOUNT MODEL:
TOTAL ESTIMATED OUT-OF-TOWN VISITATION
It is estimated that visitors from outside of Onslow County could account for about 57% of annual
attendance at a potential indoor sports and events center (Rocky Mount Model) in Jacksonville.
It is assumed that weekday usage would primarily be regional programming, including youth and adult
sports. Whereas weekend use would primarily be dedicated to youth/amateur sports tournaments and
non-sports events such as expos, etc.
*Notes: (1) “Out-of-town” refers to visitors from
outside Onslow County. (2) Visitors include
estimated athletes, officials, coaches,
parents/family, spectators, etc. Visitors also
represent unique daily visits. For example, if an
athlete participated in practices on a Tuesday and
a Thursday one week, that would count as two (2)
unique visits that week.
WeekendWeekday
Weekday Weekend TOTAL
In-County Visits 186,300 52,400 238,700
Out-of-County Visits 20,700 296,800 317,500
TOTAL VISITORS 207,000 349,200 556,200
Draft –Subject to Change
9. USAGE PROJECTIONS:
B. RECTANGULAR FIELDS COMPLEX
165
Draft –Subject to Change
Facility
Event Hours
Sports Tournament Rentals 3,900
Local Hourly Field Rentals 3,300
TOT AL 7,200
166
RECTANGULAR FIELDS COMPLEX:
ESTIMATED ANNUAL UTILIZATION
Note: Sorted by Facility Hours in descending order
It is estimated that a rectangular fields complex in Jacksonville could host approximately 30 annual sports
tournaments, primarily on the weekends or during holidays. While weekend tournaments and events would
draw athletes, spectators, and participants from outside of Onslow County (Friday through Sunday), it should
be noted that local use (practices and games, etc.) would primarily be Onslow residents (typically Monday
through Thursday).
Estimated Annual Soccer Tournaments: 13
Estimated Annual Lacrosse Tournaments: 9
Estimated Annual Other Sports Tournaments: 8
Total Estimated Annual Visits: 279,700**
_________________________________________________________________________
Notes: (*) Tournament days a calendar day in which tournament activity is held in the facility. (**) Includes estimated athletes, officials, coaches,
parents/family, spectators, etc. (**) Represents unique daily visits. For example, if an athlete participated in practices on a Tuesday and a Thursday
one week, that would count as two (2) unique visits that week.
Draft –Subject to Change
167
RECTANGULAR FIELDS COMPLEX:
ESTIMATED ANNUAL UTILIZATION BY MONTH
Field
Hours:
Victus Advisors estimates that usage of a potential rectangular fields complex in Jacksonville would
peak between April and July.
Draft –Subject to Change
168
RECTANGULAR FIELDS COMPLEX:
TOTAL ESTIMATED OUT-OF-TOWN VISITATION
It is estimated that visitors from outside of Onslow County could account for about 63% of annual
attendance at a potential rectangular fields complex in Jacksonville.
It is assumed that weekday usage would primarily be regional programming, including youth and adult
sports. Whereas weekend use would primarily be dedicated to youth/amateur sports tournaments.
*Notes: (1) “Out-of-town” refers to visitors from
outside Onslow County. (2) Visitors include
estimated athletes, officials, coaches,
parents/family, spectators, etc. Visitors also
represent unique daily visits. For example, if an
athlete participated in practices on a Tuesday and
a Thursday one week, that would count as two (2)
unique visits that week.
WeekendWeekday
Weekday Weekend TOTAL
In-County Visits 74,300 29,600 103,900
Out-of-County Visits 8,200 167,600 175,800
TOTAL VISITORS 82,500 197,200 279,700
Draft –Subject to Change
9-C. OPERATING PRO FORMAS
169
Draft –Subject to Change
Myrtle Beach Rocky Mount
Operating Revenues: Model Model
Rental Income (Sports & Non-Sports Events, etc.) $1,031,000 $1,046,000
Concessions (Net of COGS) $432,000 $475,000
Advertising & Sponsorship $50,000 $50,000
Other $10,000 $10,000
Total Revenues: $1,523,000 $1,581,000
Operating Expenses:
Salaries, Wages, & Benefits $1,093,000 $1,452,000
Management Fee $140,000 $140,000
Utilities $210,000 $289,000
Advertising, Marketing, & Promotion $100,000 $150,000
General & Administrative (including Insurance) $150,000 $200,000
Maintenance/Repair $75,000 $85,000
Materials/Supplies $75,000 $85,000
Total Expenses: $1,843,000 $2,401,000
NET OPERATING INCOME (LOSS) ($320,000) ($820,000)
EST IMATED COST RECOVERY 83% 66%
170
ANNUAL OPERATING PRO FORMAS:
SPORTS & EVENT CENTER MODELS
Notes: (1) Presented in 2024 dollars, prior to consideration of debt service.
(2) Stabilized year of operations typically occurs by Year 3.
In a stabilized year of
operations, it is estimated
by Victus Advisors that the
operations of the new
indoor sports and events
center in Jacksonville
could operate at an
approximately 83% cost
recovery (Myrtle Beach
Model), or an
approximately 66% cost
recovery prior to debt
service.
Draft –Subject to Change
Stabilized
Operating Revenues: Year
Rental Income (Sports & Non-Sports Events, etc.) $542,000
Concessions (Net) $133,000
Advertising & Sponsorship $47,000
Other $10,000
Total Revenues: $732,000
Operating Expenses:
Salaries, Wages, & Benefits $353,000
Management Fee $100,000
Utilities $173,000
Advertising, Marketing, & Promotion $50,000
General & Administrative Incl. Insurance $52,000
Maintenance/Repair $81,000
Materials/Supplies $81,000
Total Expenses: $890,000
EBITDA ($158,000)
COST RECOVERY 82%
171
ANNUAL OPERATING PRO FORMAS:
RECTANGULAR FIELDS COMPLEX
Notes: (1) Presented in 2024 dollars, prior to consideration of debt service.
(2) Stabilized year of operations typically occurs by Year 3.
In a stabilized year of
operations, it is estimated
by Victus Advisors that the
operations of the potential
rectangular fields complex
in Jacksonville could
operate at an
approximately 82% cost
recovery, prior to debt
service.
Please note, we have
assumed cost savings via
shared staffing resources
between the two facilities
(under a single operator).
The reduced salaries,
wages, and benefits have
been reflected in the
Rectangular Field
Complex’s operating
expenses.
Draft –Subject to Change
OPERATING REVENUES
172
Revenue generated by the proposed new facilities are expected to consist primarily of rental income,
concessions, and advertising. A brief description of each potential revenue source is provided below.
Rental Income:
Facility rent is typically one of the largest revenue sources for a multi-events facility. Rentals typically
occur for practices and league play (primarily local use within Onslow County) and tournaments/meets
(regional/national usage). We have conservatively assumed, based on competitive rental rates within the
market, that average rental rates would be approximately $55 per hour per court for the indoor sports and
events center (both models) and $55 per hour for field for the rectangular fields complex. We have also
assumed a large meeting (non-sports)/tournament rate between $7,000 and $8,000 per day for use of
the entire facility for the indoor sports and events center (both models) and $5,500 and $6,500 per day
for use of the entire facility for the rectangular fields complex. Lastly, we have assumed a small meeting
rate (non-sports) between $500 and $1,500 per day depending on the size of the event for the Rocky
Mount Model.
Additional Programming:
We have assumed the facilities will be primarily used for rentals and that the operator would not create
their own programming. However, it should be noted that some facilities are able to achieve break-even
operations (or at least a higher cost recovery rate) by also providing daily programming such as camps,
clinics, and leagues.
Draft –Subject to Change
OPERATING REVENUES (CONT.)
173
Concessions (Net of COGS):
Concessions revenue consists of sales of various food and beverage items at various points-of-sale
throughout the facility. Revenue assumptions are based on estimated usage and attendance, and
comparable per capita spending from facilities across the country (approximately $1 to $3 per visitor per
day) and is shown after cost of goods sold (COGS) of approximately 70%.
Sponsorship & Advertising:
Sponsorship and advertising revenues are assumed to be derived from the sale of wall and board
banners ($275 per banner for the indoor sports and events center and $200 for the rectangular fields
complex), permanent signage ($275 per sign for the indoor sports and events center and $200 for the
rectangular fields complex), scoreboard signage ($300 per sign for both facilities) and
presenting/founding level partnerships ($5,000 per founding partner for both facilities). Overall, we have
conservatively assumed that approximately 75% of available inventory would be sold.
Please note, to be conservative we have not included a facility naming rights sponsorship, as the
majority of youth/amateur sports centers across the country do not have a naming rights sponsor.
However, naming rights is a growing trend in youth/amateur sports that could potentially be pursued as
an additional revenue source for this venue (with recent deals across the country as large as $100,000 to
$150,000 per facility per year).
Other Revenue:
Other revenue opportunities would primarily consist of any equipment rental fees or other special service
charges. We have conservatively projected $10,000 in annual other revenues for both facilities.
Draft –Subject to Change
OPERATING EXPENSES
174
Operating expenses expected to be generated by the proposed new facilities include salaries, wages,
and benefits, operations/programming costs, utilities, and other expenses. A brief description of each
potential major source of expense is provided below.
Salaries, Wages & Benefits:
We have assumed that the indoor sports and events center (Myrtle Beach Model) would hire eight (8)
full-time equivalent employees, including a General Manager, Event/Sales Manager, Accountant, Admin
Assistant, Operations Manager, and Maintenance and Custodial staff, while the rectangular fields
complex would hire three (3) full-time equivalent employees. Lastly, we have assumed approximately
$350,000 (indoor sports and events center Myrtle Beach Model), and $150,000 (rectangular fields
complex) a year in part-time/seasonal hours. We have assumed that the indoor sports and events center
(Rocky Mount Model) would hire 10 full-time equivalent employees have $500,000 a year in part-
time/seasonal hours.
•Due to both facilities being operated by the same entity, it assumed that the General Manager,
Accountant, and Admin Assistant and other staff would be shared across both facilities.
Management Fee:
Based upon our experience the minimum annual third-party operating fee for sports facilities is typically
in the range of $15,000 to $20,000 per month, but can go upwards from there depending on the
size/scale of the facility, and/or incentive pay that is typically tied to generating higher levels of positive
annual operating income.
Draft –Subject to Change
OPERATING EXPENSES (CONT.)
175
Utilities:
Utilities often represent one of the largest expenses incurred by facility operators. Cost estimates for
utilities include use of electricity, gas, water, and steam, and are based upon comparable utility costs per
square foot at similar facilities.
Other Expenses:
Other expenses expected to be incurred by the proposed new facilities include general and
administrative expenses, repairs and maintenance, materials and supplies, marketing/advertising costs,
insurance, and other such expenses, as described below:
•Maintenance and repairs for structures, equipment, grounds, etc.
•Materials and supplies for administration and operations of the facility such as office supplies, sports
equipment, janitorial supplies, etc.
•General liability insurance to cover the grounds, restrooms, and other such areas (Note: events and
users are typically required to carry their own liability insurance specific to their activities at the
facility)
•Office and administrative expenses, including but not limited to marketing and advertising,
telecommunications, travel costs, permits, bad debt, bank service charges, licenses,
dues/subscriptions service fees, and other such operating expenses.
These expenses have been estimated based upon expenses at comparable venues.
Draft –Subject to Change
10. ECONOMIC & FISCAL IMPACT ANALYSIS
176
Draft –Subject to Change
In order to estimate the potential economic and fiscal impacts of the proposed indoor sports and events
center (Myrtle Beach Model) and rectangular fields complex in Onslow County, Victus Advisors utilized
the following four (4) step process:
1. Estimate the Gross Direct Spending Associated with Facility Annual
Operations
2. Identify the Relevant Economic Area for Net Impact Analysis
3. Estimate the Net Direct Spending Occurring within the Defined
Economic Area by Outside Visitors
4. Utilize the Multiplier Effect to Estimate Total Economic & Fiscal
Impacts (including Direct, Indirect & Induced Spending)
ECONOMIC & FISCAL IMPACT METHODOLOGY
177
Draft –Subject to Change
1. ESTIMATE DIRECT GROSS SPENDING
178
The first step in projecting the potential economic and fiscal impacts of the proposed new sports
facilities in Onslow County is estimating the Gross Direct Spending activity that could occur due to the
on-going operations of the new facilities.
Gross Direct Spending represents all of the direct spending that could be associated with the project,
regardless of income source or spending location.
In-Facility Revenues: County-Wide Visitor Spending:
Facility Rental Fees Lodging
Programming Revenue
Concessions Sales
Restaurants
Sponsorships/Advertising
Entertainment
Retail
Transportation
Primary Sources of Direct Spending from
from Potential New Sports Facilities in Onslow County
Ongoing Facility Operations
Draft –Subject to Change
2. IDENTIFY “LOCAL” ECONOMY
179
For purposes of this study,
Victus Advisors has been
tasked with identifying the
potential economic and fiscal
impacts on Onslow County.
Therefore, the local economy
studied in this analysis is the
physical area solely within the
Onslow County limits (as shown
at left).
As described on the next page,
“Net” Direct Spending only
occurs when the spending
source originates outside of
County limits and occurs within
the County’s limits, which most
often occurs during
tournaments, as well as during
some league games. Local
practices typically do not drive
net economic impacts.
Source: Esri
Draft –Subject to Change
3. CALCULATE NET IMPACTS
180
After estimating the “Gross” economic activity associated with the potential new sports facilities in
Onslow County, Victus Advisors estimated the portion of Gross Direct Spending that could represent
incremental (or “Net”) spending within the County’s economy. Net Direct Spending accounts for the
phenomenon of “displacement”, as described below.
DISPLACEMENT is the economic principle that assumes a household
(or business) sports and recreation budget would be spent within the local
economy with or without development of new sports facilities. For purposes of
this study, we have assumed that local usage spending would be displaced (i.e.
spent elsewhere within the Onslow County economy) without the presence of
new sports facilities. Therefore...
NET IMPACTS estimated by Victus Advisors will only include the
estimated dollars spent within Onslow County limits by visitors who come to the
County because of the presence of new sports facilities, thus injecting new
incremental dollars into the County’s economy.
Draft –Subject to Change
4. THE MULTIPLIER EFFECT
181
Direct Spending that is captured in Onslow County is subsequently re-spent, both inside and outside
the local economy. The cumulative impact of the re-spending cycles that occur within County limits is
called the “Multiplier Effect”.
Facility Revenues & Visitor Spending
Fees, Concessions, Sponsorships, Lodging,
Restaurants, Entertainment, Retail, etc.
Manufacturing, Wholesalers (Food & Beverage, Merchandise),
Shipping/Freight, Utilities, etc.
Additional spending by businesses, households, government
entities, and other economic sectors.
Initial
Direct
Spending
Indirect
Spending
Induced
Spending
Draft –Subject to Change
Total Output Employment Labor Income
Multiplier Multiplier Multiplier
Retail Stores 1.50718
2.445 x 10-5 1.32001
Transit & Ground Passenger Transportation 1.57016
4.597 x 10-5 1.94051
Fitness & Recreational Sports Centers 1.57636
2.283 x 10-5 1.42966
Hotels & Motels, Including Casino Hotels 1.39607
1.379 x 10-5 1.43832
Food Service & Drinking Places 1.37005
1.531 x 10-5 1.25888
IMPLAN MULTIPLIERS - ONSLOW COUNTY
Industry
4. THE MULTIPLIER EFFECT (CONT.)
182
Victus Advisors utilized IMPLAN Multipliers specific to Onslow County (as shown below) to estimate the
following Net Economic Impacts:
•TOTAL OUTPUT (direct, indirect & induced spending in Onslow County)
•EMPLOYMENT (full-time & part-time jobs in Onslow County)
•LABOR INCOME (salaries & personal earnings associated with Onslow County jobs)
•TAX REVENUES (County & local taxes associated with the total output)
Draft –Subject to Change
HOTEL IMPACTS
Facility Option
Estimated
Annual Out-of-
Town Visitors
Estimated
Net New
Direct
Spending (1)
Total Output Employment Labor Income
Estimated
Annual Hotel
Nights
County
Sales
Tax
(2.25%)
County
Hotel
Tax (3%)
City
Hotel
Tax (3%)
Myrtle Beach Model 293,400 $22,842,000 $35,149,000 718 $33,180,000 38,000 $585,000 $109,000 $98,000
Rectangular Fields Complex 175,800 $13,375,000 $21,782,000 448 $20,517,000 22,000 $339,000 $64,000 $58,000
TOTAL 469,200 $36,217,000 $56,931,000 1,166 $53,697,000 60,000 $924,000 $173,000 $156,000
Rocky Mount Model 317,500 $24,063,000 $36,948,000 755 $34,882,000 40,000 $614,000 $115,000 $104,000
Rectangular Fields Complex 175,800 $13,375,000 $21,782,000 448 $20,517,000 22,000 $339,000 $64,000 $58,000
TOTAL 493,300 $37,438,000 $58,730,000 1,203 $55,399,000 62,000 $953,000 $179,000 $162,000
VISITATION & SPENDING
ANNUAL ECONOMIC IMPACTS
ANNUAL FISCAL IMPACTS
ESTIMATED NET ANNUAL ECONOMIC &
FISCAL IMPACTS OF ONGOING OPERATIONS
183
Notes: (1) Only includes direct spending by visitors from outside of Onslow County
(2) Assumes 1.5 nights per out-of-county visitor, and average daily room rate of $95
It is estimated that the operations of the proposed new sports facilities in Onslow County could generate the
following impacts within Onslow County on an annual basis:
•$35.1 million (Myrtle Beach Model) or $36.9 million (Rocky Mount Model), and $21.8 million
(Rectangular Fields Complex) annual economic output
•718 (Myrtle Beach Model) or 755 (Rocky Mount Model), and 448 (Rectangular Fields Complex)
sustainable annual jobs
•$33.2 million (Myrtle Beach Model) or $34.9 million (Rocky Mount Model), and $20.5 million
(Rectangular Fields Complex) in annual labor income
•38,000 (Myrtle Beach Model) or 40,000 (Rocky Mount Model), and 22,000 (Rectangular Fields Complex)
in annual hotel nights
•$694,000 (Myrtle Beach Model) or $729,000 (Rocky Mount Model), and $403,000 (Rectangular Fields
Complex) in County Sales and Hotel Tax
•$98,000 (Myrtle Beach Model) or $104,000 (Rocky Mount Model), and $58,000 (Rectangular Fields
Complex) in City Hotel Tax
Draft –Subject to Change
Facility Option Total Output Employment Labor Income
County
Sales Tax
(2.25%)
County Hotel
Tax (3%)
City Hotel Tax
(3%)
Myrtle Beach Model $760,283,000 718 $717,693,000 $12,654,000 $2,358,000 $2,120,000
Rectangular Fields Complex $471,151,000 448 $443,789,000 $7,333,000 $1,384,000 $1,255,000
TOTAL $1,231,434,000 1,166 $1,161,482,000 $19,987,000 $3,742,000 $3,375,000
Rocky Mount Model $799,196,000 755 $754,508,000 $13,281,000 $2,487,000 $2,250,000
Rectangular Fields Complex $471,151,000 448 $443,789,000 $7,333,000 $1,384,000 $1,255,000
TOTAL $1,270,347,000 1,203 $1,198,297,000 $20,614,000 $3,871,000 $3,505,000
ECONOMIC IMPACTS
FISCAL IMPACTS
NET PRESENT VALUE (NPV) OF INCREMENTAL IMPACTS OVER 30 YEARS (1)
SUMMARY OF NET IMPACT OVER TIME (30 YEARS)
184
Over a 30-year period, it is estimated that proposed new sports facilities in Onslow County could generate
overall long-term impacts within Onslow County with a net present value (NPV) of:
•$760 million (Myrtle Beach Model) or $799 million (Rocky Mount Model), and $471 million (Rectangular
Fields Complex) in total economic output
•718 (Myrtle Beach Model) or 755 (Rocky Mount Model), and 448 (Rectangular Fields Complex)
sustainable annual jobs
•$717 million (Myrtle Beach Model) or $754 million (Rocky Mount Model), and $443 million (Rectangular
Fields Complex) in total labor income
•$15.0 million (Myrtle Beach Model) or $15.8 million (Rocky Mount Model), and $8.7 million (Rectangular
Fields Complex) in County Sales and Hotel Tax
•$2.1 million (Myrtle Beach Model) or $2.2 million (Rocky Mount Model), and $1.3 million (Rectangular
Fields Complex) in City Hotel Tax
Notes: (1) Assumptions include 3.0% annual inflation and 4.5% discount rate. (2) Represents new full- and part-time jobs sustained on an annual basis.
