Strategic Plan
2009-2014


S.W.O.T. Analysis
(Strengths, Weaknesses, Opportunities, & Threats)

Our Strengths

  1. Central location
  2. Accessible
  3. Good youth program
  4. Many members are influential in the community
  5. Club has a dedicated, skilled Manager
  6. Recently updated constitution (2007)
  7. Concerned membership
  8. Good working relationship with Parks & Recreation
  9. Good reputation and image in the community
  10. Satisfactory ice conditions (have improved over the recent past)
  11. Hosted numerous play downs including Men’s & Masters Provincials & Continental Cup
  12. Well managed and profitable operation
  13. Well maintained, but aging, building
  14. Long term members and strong core of volunteers
  15. Volunteers take pride in work and have strong sense of ownership
  16. Curlers enjoy coming to the club – fun, welcoming environment
  17. New leagues are encouraged (e.g. stick league)
  18. Good media relations and internal communication
  19. Use members skills to fill volunteer positions
  20. Membership retention is approx. 85% annually
  21. Revenue generation: reasonable dues, strong bar sales, strong in house advertising, successful Games application
  22. Solid Board practices: committed, dedicated willing to help, proactive, good problem solvers, represent a diverse membership well
  23. Have a good member data base with historical information
  24. Good relationship with several local business sponsors and with the City of Chilliwack
  25. Free parking (becoming less supply due to construction of Arts Centre)
  26. Visibility of curling rink is increasing as traffic counts increase in area from new sports arena and coming Arts Centre

Our Weaknesses

  1. No business plan
  2. No identified Mission, Vision or Value statements to guide Board decisions
  3. Attracting and retaining night time curlers (i.e. Ladies, Mixed)
  4. Facility:  vandalism, costly to maintain, owned by the city making future of facility unknown
  5. Electronic data base and e-mail
  6. External communications in the community
  7. No volunteer management program: including position job descriptions, recruitment and retention strategies
  8. Core group of dedicated volunteers (mostly seniors)
  9. No member recruitment and partial retention program
  10. Difficulty in attracting members to serve on the Board
  11. Locker rooms – Mens/Ladies
  12. Parking supply becoming inadequate
  13. League executive – unify various leagues – unify within league
  14. League communication – Board/Manager
  15. Individual league ownership/development
  16. Location is away from growing population areas
  17. Volunteer recognition
  18. A more proactive membership
  19. Recognizing good play – accomplishments in some areas
  20. Communication within the club
  21. Board organization and infrastructure
  22. Reputation for bad ice conditions in curling community
  23. Inter-club relationship with neighbouring clubs
  24. Unrealistic expectations of Manager
  25. Need to orient and train league representatives to develop consistency
  26. Our volunteer recognition is inconsistent
  27. Do not have a member skills base inventory to match with volunteer opportunities
  28. Need to monitor satisfaction level of newer curlers (1-3 years)
  29. Need for board member orientation including role clarification, responsibilities and legal implications
  30. Older ice plant and chiller equipment

Our Opportunities

  1. Larger number of retirees seeking an active lifestyle
  2. Build on the 2010 Olympics momentum
  3. Chilliwack population is 80,810 (2006 Consensus) with a balanced age range and growing with both young families and retirees
  4. Strong recreation, culture and tourism area
  5. The only curling facility between Hope and Abbotsford
  6. Work experience program in schools
  7. Capitalize on TV coverage
  8. Plug into high school program to make curling a part of the physical education curriculum
  9. Promote value for the dollar
  10. New Cultural Centre under construction beside the curling rink – relationship “Tie-In”
  11. Business/Corporate Sponsors & Fun Leagues
  12. Mural(s) on Exterior of Building (i.e. high school graphics arts class or University of Fraser Valley)
  13. Need to present curling as a cool and welcoming sport – especially to youth
  14. Capitalize on excellent corporate image and explore relationships with service clubs
  15. Expansion of league options and alternative styles of play
  16. High Schools and UFV students are a potential source of new curlers
  17. Expand our efforts with regard to grant applications
  18. Expand our website content, usage and revenue generation

Our Threats

  1. Competition for leisure dollar: Chilliwack Landing Leisure Centre, Prospera Sports Centre, YMCA, movie theatres, new Cultural Centre, golf, skiing, boating, hockey, swimming, fishing, fitness clubs, lacrosse and soccer
  2. Many recreation and sports options available in the area
  3. Youth heavily involved in minor hockey and soccer
  4. Image of curling in the community: A sport for old people
  5. Image of curling facility: old looking and not particularly appealing from the outside
  6. Unsure future as the City of Chilliwack owns the Land and Building
  7. The Falls - possible recreation centre development including curling rink
  8. Ongoing property lease renews every five years with the City of Chilliwack
  9. Our building is aging and will need expensive upgrades, e.g. Chiller
  10. Declining bonspiel participation
  11. Changes to drinking and driving attitudes and lifestyle changes resulting in lower bar revenue
  12. Availability of volunteers
  13. Ability to raise funds for some high cost proposals may affect their timing and priority