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ERIC Number: ED419648
Record Type: Non-Journal
Publication Date: 1997-Nov
Pages: 8
Abstractor: N/A
Reference Count: N/A
Adding Value through Program Integration: A Kayaking Model (Rental, Retail, Repair, Clinics and Outings).
Poff, Raymond
Outdoor programs can offset initial investment costs in services and products by developing integrated program areas. The experience of Outdoors Unlimited, a recently created kayaking program at Brigham Young University (Utah), is provided as a model. The purchase of 11 kayaks for rental was followed by the introduction of retail sales, repair services, clinics, and outings, which allowed a synergistic approach to cutting costs, increasing income, offering expanded services, and increasing the quality of services rendered. The approach is compared to a bicycle wheel, with the rental kayaks comprising the hub and the retail, repair, clinics, and outings aspects serving as the spokes that strengthen the wheel. The retail boats stimulate additional rentals as people determine which boat to buy; accessories support the instructional clinics by providing supplies; educational books and videos round out the instructional experience; and a full-service repair shop brings customers into the store. Offering the clinics during the off-season maximizes the return on the initial investment, and the clinic students become the primary customers of the outings. Program integration has resulted in increased staff training and development. Staff participation in the clinics and outings instills a sense of accomplishment, increases morale, creates a common bond between staff, and increases staff's product knowledge. A knowledgeable, enthusiastic staff builds a positive reputation for the business and cultivates customer confidence and loyalty. Six figures depict the model and its financial benefits. (TD)
Publication Type: Reports - Descriptive; Speeches/Meeting Papers
Education Level: N/A
Audience: N/A
Language: English
Sponsor: N/A
Authoring Institution: N/A