Benefits-based programming - you can do it.

The National Recreation and Park Association has introduced the Benefits-Based Programming (BBP) model, developed by Dr. Lawrence R. Allen of Clemson University, to its members at pilot training programs. Consequently, park and recreation agencies of varying sizes, from Chicago (population three million) to Miamisburg, Ohio (population 18,000), have completed BBP projects that definitively measure the benefits of recreation programs.

Miamisburg agreed to implement the BBP model in conjunction with the Ohio Parks and Recreation Association (OPRA), under the guidance of Alicia Eckhart, CLP, a former instructor at Ohio State University. Miamisburg director Becky Benna, CLP admits that although she's been involved with the Benefits movement since 1996, she and her staff were a little intimidated by the BBP concept. She explained, "We are not researchers or statisticians, we are recreation specialists. But, as an administrator, I was looking for tangible evidence to confirm that park and recreation services provide quantifiable benefits to the community as well as individual participants. The BBP model gives us the tools we need to quantify our results."

Kim Winter, CLP, Miamisburg recreation supervisor, agreed. "At first, I was less than excited about this research project. It's not that I didn't think it was important, it's that I didn't know how I would find the time. Like most people in parks and recreation, I juggle many responsibilities--from managing staff and facilities to developing, scheduling, and marketing lots of different programs. So, when I was asked to incorporate the Benefits-Based Programming model to my senior walking fitness program, I felt overwhelmed."

Miamisburg chose to attach the BBP model to an existing program called "Merry Milers," a group of approximately 75 senior citizens that meets three times a week at a regional mall and walks a one- to four-mile course. "Although the group has met in one form or another for more than 18 years, it was without much structure or staff involvement," explained Winter.

Thirty Merry Milers volunteered and acquired permission from their own physicians to participate in the study, which adds structure and accountability to their routine by requiring additional exercise. The enhanced regimen is based on what is commonly known as the "Rockport Walking Program." Participants also agreed to keep a record of vital signs, changes in physical fitness, and emotional changes.

Under the guidance of Eckart, NRPA's Benefits-Based Programming model was implemented in four phases over a 20-week period of time. The phases involved preplanning and orientation, pretesting, program execution, and posttesting.

Prior to the study, Winter confessed, "We knew the group had a good time, but that was about it. Benefits-Based Programming allowed us to give the Merry Milers goals and accountability that we were able to evaluate. In only a few months, we were able to go from `We think the Merry Milers have fun; we think they're healthier,' to `We know it! We can prove it!'" Statements from the Miamisburg study confirmed that the program lowered blood pressure, cholesterol, and weight in senior citizens. It also measured factors that demonstrated that the program helped participants decrease stress and alienation. "We even have documentation which shows participants improved self-esteem, independence, and quality time with family," said Winter.

Saving Lives

One noteworthy event occurred on the final day of the study, when a female participant experienced chest pains and required medical attention. The woman recovered quickly from the incident and was told by her doctor that without the fitness program it's likely she would have died. "We really do save lives!" said Winter, who now fully believes in the relative simplicity and impact Benefits-Based Programming will have on her programs and the entire park and recreation profession. "If I can do this, I believe anyone can!" she added. "The learning curve was much shorter than I imagined."

Although this project was partially funded by OPRA, Eckhart estimated the total cost to implement the assessment study is less than $1,500 in terms of additional staff time for training and measurement. "We were surprised at how little time was needed to transform the existing program into one that documents benefits," agreed Benna. "I plan to apply the model to other programs." She explained that the Merry Milers program costs a Miamisburg taxpayer less than 25 cents per year. "The study confirms that it's a great investment in terms of decreasing health care costs and increasing quality of life for our senior citizens."

Miamisburg plans to use study results as the foundation for an aggressive Benefits-Based Marketing campaign. "The results are exciting, and we don't want to keep them a secret," said Benna. "We owe it to the participants and staff to spread the word about the documented benefits of the Merry Milers program."

"From the study's onset, the media was very interested in the Merry Milers," said Benna. "The seniors were photographed, and a story about the study appeared on the front page of The Dayton Daily News. Now that the study is completed and positive results are in, we will begin a full-blown public awareness campaign. We need to tell our city council, taxpayers, customers, business leaders, and health professionals that our programs are full of measurable benefits... and now we have the proof!"

Using the Miamisburg success, the five pilot programs through Clemson University, and the work by Texas A&M's Consortium on Youth At Risk, NRPA will put the final touches on the Benefits-Based Programming training workshops and manual by the end of 1998. Look for updates in upcoming issues of P&R magazine.

Jodi L. Rudick, MAS is president of ADvisors Marketing Group, Inc. in Oceanside, California.