Mchenry council approves $37,280 business and marketing analysis for recreation center
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Summary
The Mchenry City Council approved a $37,280 contract with Pros Consulting to conduct a business and marketing analysis of the Mchenry Recreation Center, with debate over marketing value, duplication of past studies and an optional $20,000 pro forma expansion analysis.
The Mchenry City Council on Nov. 17 approved a $37,280 contract with Pros Consulting to perform a business and marketing analysis of the Mchenry Recreation Center and authorized a $7,280 budget amendment to the recreation center fund.
Councilors and staff framed the contract as an operational review rather than only an advertising audit. Parks Director Bill said the scope centers on the center’s operations, fees, revenue and “a deep dive into our books” to identify ways to control costs and increase revenue, with marketing as one component.
Alderman Glab questioned whether the city needs a consultant to point out basic marketing steps and suggested more grassroots promotion; “maybe we need, as we’re talking to our constituents, to keep bringing up the rec center,” he said. Parks Director Bill said the department already runs program guides, billboards and radio campaigns and tracks campaign effectiveness.
Alderman Miller supported the contract, noting the consultant’s experience: “They’ve done over 300 of these,” and the firm plans public and stakeholder engagement to gather objective feedback. He added the city has 1,300 rec-center members out of a roughly 25,000 local population and sees room to grow.
Several aldermen pressed about an optional pro forma expansion study priced at about $20,000. Alderman Ullman Davis asked whether that fee would duplicate previous master-plan work; staff replied the expansion pro forma would be an extra step to estimate operating impacts of potential expansions (for example, an indoor pool) and would be considered later if the council pursued it.
Alderman Bassi urged caution about aiming for profitability: “City-owned rec centers are not meant to be profitable. They are designed to be self-sustaining serving the community,” and said cost-cutting measures should be staff-led where appropriate.
The council approved the agreement and associated budget amendment by roll call vote. The analysis will report on current operations, marketing reach, local market overlap with private gyms, and optional expansion scenarios if the council elects to fund that add-on later. The approval allows staff to move forward with the consultant’s recommended community engagement and business-review tasks.
