Looking through a new lens: how to find leisure programming success with the baby boomer generation.

Baby boomers born in the United States, specifically between 1946 and 1964, represent a generation that consists of nearly 76 million people. Boomers are a cohort of individuals who have marked their path through life unlike any group before them and any that will follow in their footsteps. Baby boomers are the most educated, influential and prosperous generation in the country's history. Their variety of life experiences include the eras of the Cold War and Vietnam, the civil rights and women's movements, a sexual revolution, Elvis, the Beach Boys, hula hoops, minivans, and a pop culture which speaks for itself. This generation has gained the attention of demographers, politicians, marketers and social scientists through the last 50 years.

In the year 2011, the first wave of America's baby boomer generation will turn 65 years of age. By this date, retirement will play a major role in the lives of boomers. This group appears to know what they want from retirement; they are looking for a lively and entertaining experience. As a group, it is believed that boomers are determined, limits are not recognized and in general, they are not allowing the aging process to impact their lifestyles negatively.

Additionally, it is predicted that maintaining an active lifestyle will be fundamental to boomers as they enter retirement. Most of them will be striving to maintain their youth physically and mentally, and view retirement as an active period in their lives. Their attitudes can be attributed to their sense of adventure, "breaking" the rules, doing things differently in ways that had not been done before. This group is also known to work hard, play hard and spend hard, demanding and expecting value for their money.

As a "demand driven" profession, those in the parks and recreation field must immediately prepare to deliver a wide range of leisure opportunities and to serve a whole new set of demands created by the boomer generation. Historically, recreation programmers have used a variety of approaches, theories and strategies to plan and deliver leisure programs to its participants.

However, leisure with boomers will require a change in traditional attitudes about the needs and desires of older participants. No longer can it be assumed that bingo, church services and van rides to view spring flowers represent the collective leisure interests of those in retirement. In the future, recreation professionals will have to increasingly think in terms of active, vibrant participants rather than mere recipients of services. In addition, leisure services and experiences once considered to be appropriate only for younger adults will increasingly be sought by a "new" generation of retirees.

This challenge will be not only to use existing approaches in leisure programs or services, but to largely understand and create new strategies which meet the needs of a diverse, changing and aging population. The future of leisure programming requires adopting a different philosophical lens--one that sees baby boomers for who they are--an active, educated and unique cohort.

Need for a Different Philosophical Lens

In using philosophy as a way to view leisure programming with baby boomers, we must ask if the current programming approaches are good and how these approaches are affecting individuals' experiences and outcomes. For this reason, one might ask, "are recreation programmers prepared for the future boom in their programs, their facilities and their services?" and "how might one implement changes in programs, facilities, equipment and more with a different user group who values active lifestyles?"

Given the heterogeneity of this population, using current philosophical approaches for seniors probably will not be effective with the boomers. Boomer expectations have, and will continue, to press for a redesign of the way we philosophically view aging, retirement and leisure.

Researchers have found much importance in the study of leisure motivations, leisure constraints, and the impact of life satisfaction in leisure among various age groups. However, current available leisure research does not focus on the recreation professional from a program and service delivery standpoint, especially with the baby boomer group. The majority of recreation professionals are mainly focused on what to call their programs or facilities and what times to offer them, rather than on what boomers value or how an agency may not be prepared for a different, unique population. Boomers cannot be compiled into one category and be called older adults, though they may legally be of typical older adult age. This is currently a common practice among recreation practitioners as they struggle to find a place for baby boomers.

Therefore, recreation professionals must (a) understand the unique boomer leisure values and begin to create programs and services that are responsive to an unusual aging society, (b) have an awareness of external opportunities and challenges which will foster innovation and positive response to serving a new cohort of participants, and (c) consider specific value structures of a new group. The following three steps are a guide to success with the boomers and a start for a different philosophical view of this unique, older cohort.

Step 1: Get to know boomers! Let's face it, until you know the leisure values of the boomers you serve, it will be hard for you to meet their expectations. Isn't that what programming is all about? Take the time to plan, develop and administer a leisure value survey to your local boomer participants and residents. This is your most valuable programming tool and it is essential to become familiar with boomers through their culture, values, lifestyle and economic levels. Ask questions that will measure these elements. Use questions that grasp their interests. Try to avoid long checklists and open-ended questions which may lead to non-response or lack of truthfulness. To start, quiz yourself on how well you know this user group. Take the quiz below and test your own knowledge (answers are on the bottom of the page):

1. Boomers lead a busy life and will primarily view retirement as:

a. A transition from society and work.

b. The next stage in their lives to redefine.

c. A mid-life crisis.

2. Boomers will remain dedicated to health, wellness and exercise throughout retirement.

a. True

b. False

3. The median income level of this age group is:

a. Under $50,000

b. $50,000-$60,000

c. $70,000-$80,000

d. Over $80,000

4. Baby Boomers enjoy group events rather than individualized activities.

a. True

b. False

5. Boomers prefer to socialize in smaller groups and typically stay within extended family circles.

a. True

b. False

6. Boomers view leisure only for relaxation or play not for continued growth.

a. True

b. False

7. By the year 2030,--people will be age 65 years and older.

a. 1 in 2

b. 1 in 5

c. 1 in 8

d. 1 in 12

8. Boomers will spend the vast majority of their assets on:

a. Healthcare

b. Travel/Leisure

c. Investments/Income

9. What activity is no longer considered the mainstay feature of retirement communities:

a. Fitness centers

b. Walking trails

c. College courses on-site

d. Golf

10. Today, what region of the country is becoming more of a retirement destination than in the past?

a. Northeast and Southeast

b. Mid-west

c. Northwest and East

d. South

Step 2: Educate and Evaluate your Agency and Staff. It is essential to become information savvy about the values of boomers. Educate your entire agency and staff, include those staff who think they will not be affected, because, everyone needs to be educated. Evaluate you and your staff to find out how prepared you are for the boomers:

1. Your agency has considered the impact this generation will have on its programs, facilities and services?

a. Yes

b. No

c. Somewhat

2. The boomer generation demands more than what our current senior centers and retirement communities are currently providing?

a. Agree

b. Disagree

c. Not sure

3. Do YOU feel confident with your knowledge about this generation to provide adequate programs, services, and facilities? (1 is low, 5 is high).

1 2 3 4 5

4. Rate your staff on confidence about this generation and providing adequate programs, services, and facilities? (1 is low, 5 is high).

1 2 3 4 5

5. How do you rate your agency's preparedness for the growing aging population and leisure services? (1 is low, 5 is high).

1 2 3 4 5

Step 3: Develop a Boomer Plan. Before leisure programs are offered to boomers, you must consider how your agency or program will appear to and will be remembered by its participants. Develop a different philosophy for leisure programming which takes information from your value survey and develops realistic programs which emphasize activities and experiences that are of the highest quality. How do you think boomers would respond to these leisure values? (please circle one number for each).

Baby boomers participate in leisure activities ...

                                          Not          VERY
                                          IMPORTANT   IMPORTANT

a. To compete against others              1   2   3   4   5
b. Because I am good at it                1   2   3   4   5
c. To improve my skills or knowledge      1   2   3   4   5
d. For a challenge                        1   2   3   4   5
e. Simply for pleasure                    1   2   3   4   5
f. To help my community                   1   2   3   4   5
g. To be creative                         1   2   3   4   5
h. For physical health or exercise        1   2   3   4   5
i. To be with my family or friends        1   2   3   4   5
j. To meet new people                     1   2   3   4   5
k. For relaxation of mind, body, spirit   1   2   3   4   5
l. To do something different from work    1   2   3   4   5
m. To enjoy nature                        1   2   3   4   5
n. To be alone                            1   2   3   4   5
o. For cultural interaction               1   2   3   4   5
p. For risk and adventure                 1   2   3   4   5

In summary, park and recreation professionals will need to redefine the industry as boomers redefine retirement. If what is written and forecasted about boomers is correct, reviewing values and adopting a different philosophical lens appropriate for the boomer generation is necessary. The boomer generation will not perceive leisure with the same limits as the current older population, creating the need for a different philosophical lens to describe this population and to provide adequate leisure programming.