Salvation Army of Long Beach, California
Worship and Community Center Preliminary Programming and Financial/Operational Analysis
In December 2005, Brailsford & Dunlavey was retained by Heery International to conduct a market-area demographic and competitive analysis of community and recreation facilities in the Long Beach area. At the time, the Salvation Army Southern California Division anticipated submitting a program design package to the Salvation Army Western Territory for the potential distribution of Ray and Joan Kroc funds for a community center in the Long Beach area.
B&D conducted both qualitative and quantitative research to determine the overall scope and scale of the facilities that would allow a new worship and community center to serve the educational, recreational, arts, and Corps needs of the area. This research included:
- Market analysis of the Long Beach area consisting of a demographics and facility comparison
- Interviews with civic groups, community leaders, and potential partners
- Financial feasibility, staffing plan, and 10-year operating pro forma
The market analysis of the 5-mile radius surrounding the potential site showed a population that was underserved, both in the context of facilities and programs. The area directly surrounding the site consisted of a young (average age: 26), low-income, family-oriented, and transitioning community. There were three facilities within a 1-mile radius serving a population of 74,000 residents; two of these facilities were managed by Park and Recreation, while the third facility was a private gym.
B&D's initial outreach efforts included interaction with ethnic, social, and community groups in the area, in addition to organizations which served these groups. Each group communicated that the Corps was perceived as an entity with a history of "doing good," and in doing so insured that a broadening of their community outreach through a community center would be well received.
B&D conducted stakeholder interviews with groups that currently served the Long Beach area with a mix of facilities and programs. These groups expressed concern over budget constraints, dated facilities and equipment, and limited program resources. Therefore, these groups believed that developing a community center that added capacity and expanded existing inventory would be a valuable resource to the community.
Based on its qualitative and quantitative research and analysis, B&D developed a space program with the scale of the Kroc Center in direct ratio to community needs and existing resources. The program reflected a facility of approximately 168,000 square feet, consisting of major program elements that would embrace the Kroc vision while enhancing the delivery of the Corps' ministerial program.