CHAPTER TWO • DEMOGRAPHICS & TRENDS NAPERVILLE PARK DISTRICT INDOOR RECREATION SPACE NEEDS ASSESSMENT
LOCAL SPORT & LEISURE MARKET POTENTIAL DISTRICT OVERALL
The following charts show sport and leisure market potential data for NPD residents, as provided by ESRI. The Market Potential Index (MPI) shows the likelihood that an adult resident will participate in certain activities within a defined service area when compared to the U.S. national average. The national average is set at 100; therefore, numbers below 100 would represent lower than average participation rates, while numbers above 100 would represent higher than average participation rates. The service area is compared to the national average in four categories – general sports, fitness, outdoor activity, and commercial recreation. It should be noted that MPI metrics are only one data point used to help determine community trends; thus, programmatic decisions should not be based solely on MPI metrics. Overall, when analyzing the District’s MPIs, the data demonstrates market potential index (MPI) numbers are closely aligned to the national average. Activities rising notably above the national average include Pilates (138), attending a live theater (134), participating in a book club (133) and playing tennis (131). High MPI scores among NPD’s residents provide helpful estimates of program popularity that the District may use when considering new initiatives. The following charts compare MPI scores. High index numbers (100+) are significant because they demonstrate that there is increased likelihood that residents within the service areas will actively participate in those offerings provided by the District.
GENERAL SPORTS MARKET POTENTIAL Assessing MPI scores for general sports category reveals that District residents are most likely to participate in tennis (131), golf (125), and soccer (112) when compared to the national average. (Figure 26) .
Figure 26: General Sports Participation Trends
FITNESS MARKET POTENTIAL The top three activities for fitness MPI are Pilates (138), jogging/running (130), and aerobics (128) (Figure 27).
Figure 27: Fitness Participation Trends
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