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HomeMy WebLinkAbout10-27-25 PCSC Special Agenda Packet STAFF REPORT PARKS AND COMMUNITY SERVICES COMISSION Page 1 of 6 Agenda Item 7.4 DATE: October 27, 2025 TO: Honorable Chair and Commissioners FROM: Jackie Dwyer, Parks & Community Services Director SUBJECT: The Wave Summer 2025 Season Report Prepared by: Dustin Stene, Recreation Supervisor EXECUTIVE SUMMARY: The Commission will receive the report on the 2025 summer season at The Wave. STAFF RECOMMENDATION: Receive the report. FINANCIAL IMPACT: There is no financial impact associated with this report. DESCRIPTION: Background Since opening in May 2017, The Wave has provided a diverse range of aquatic programs for residents of Dublin and the surrounding Tri-Valley. The indoor Natatorium and outdoor Paul McCreary Sports Pool remain open year-round for swim lessons, fitness swim, and recreation swim, while the waterpark, featuring an aquatic play structure and a six-slide tower, operates each year from Memorial Day through Labor Day. Summer 2025 marked The Wave’s ninth season of waterpark operations. Although overall waterpark attendance was slightly lower than the record-setting 2024 season, the facility continued to thrive as one of the region’s premier summer destinations while expanding acce ss, strengthening safety initiatives, and enhancing guest amenities. Summer Preparation Planning for the summer season began in winter and spring months with an emphasis on staffing, training, and facility readiness. The Wave hosted its annual Job Fair on February 1, 2025, attracting a strong pool of applicants across all seasonal positions. By the start of summer, 176 part-time employees were employed, an increase from 171 in 2024. Of these, Page 2 of 6 100 were returning Staff members and 76 were new hires, reflecting both strong retention and effective recruitment. A major focus in 2025 was Staff development and preparedness. Employee training hours were doubled compared to the previous year, resulting in a more confident, well -prepared team that contributed to a safer aquatic environment and improved customer service. The Wave’s lifeguard Staff also gained regional recognition, placing third out of 50 teams in the Spinal Extraction Event at the Bay Area Public Pool Operators Association (BAPPOA) Lifeguard Games. At the close of the season, Staff contributions were celebrated during the annual part-time employee appreciation event. Due to an adjustment in the Dublin Unified School District schedule, there was an additional weekend prior to the official start of summer operations. The Wave took advantage of this extra time by implementing a mock day, a four hour waterpark session offered free to all City of Dublin employees and their families. Free from the pressures of the general public, new staff were able to practice a full waterpark shift in a live environment, gaining confidence in their roles and applying the skills learned during pre-season training. Koja Kitchen also used the opportunity to test and refine its new food service systems under real operational con ditions. Facility readiness was strengthened through several months of coordination with industry partners, including MCE, East Bay Pool Service, Slide Guys, and WhiteWater. These efforts ensured smooth operations and compliance with all regulations, and The Wave successfully passed both the annual OSHA inspection and the Alameda County Health Department inspection. Guest comfort was improved with the addition of new cabana furniture and upgraded umbrella stands, enhancing shaded seating options on the pool deck. Concessions Following a competitive Request for Proposals, Koja Kitchen was selected as the new concessions and birthday party meal provider for summer 2025. The partnership brought several operational improvements, including installation of an additional fryer, repairs to key kitchen equipment such as the popular soft-serve ice cream machine, and the launch of kiosk and online ordering with scheduled pick-up times. These enhancements significantly reduced wait times during peak attendance and elevated the overall food service experience. The menu expanded beyond Koja Kitchen’s signature fusion offerings to include popular seasonal treats such as nachos and flavored ices. Compared to 2024, which concluded the previous concessionaire’s term, these updates positioned the concession area for long-term success. Marketing & Community Engagement The Wave maintained a strong focus on community accessibility and engagement through special promotional days. On June 8, the “Splash Into Summer” event welcomed 987 guests, including 182 free youth admissions. “Adults Go Free Day” on June 27 drew 1,237 guests with 270 adults admitted free of charge, and the August 1 “Wave Goodbye to Summer” event brought 1,205 guests with 361 free youth admissions. Attendance at these events was slightly higher than the promotional days offered in 2024 and continued to provide affordable opportunities for families to enjoy the waterpark while boosting overall participation. Page 3 of 6 In addition to discount days, The Wave strengthened its commitment to water safety education by partnering with Swimbrayv, a nonprofit dedicated to drowning prevention. On June 27 and again on August 17, Swimbrayv educators and professional mermaids engaged with Staff, youth camps, and guests through safety presentations, interactive games, and public outreach. These events built on past educational efforts and underscored the City’s dedication to safety and inclusion. AI-Driven Attendance Mapping New in 2025, The Wave piloted Placer AI, a location -based analytics platform that uses anonymized mobile phone data to map where guests travel from to visit the facility. Over Labor Day weekend, the highest attended weekend of the season, Placer AI tracked more than 8,100 unique visits across the three-day holiday to Emerald Glen Park (3,300 on Saturday, 2,400 on Sunday, and 2,400 on Monday). While the largest share of guests (approximately 20%) came from Dublin’s own 94568 ZIP code, the platform revealed a significant regional draw extending well beyond city limits. Notable concentrations included Pleasanton (1.8%), San Ramon (2.1%), Castro Valley (2.7%), and Vallejo (2.4%), as well as East Bay hubs such as Berkeley (2.2%) and Richmond (2.1%). Visitors also traveled from farther locations including San Francisco (multiple ZIP codes totaling more than 3%), San Jose (1.1%), Tracy (0.9%), and even Fresno (1%). This level of insight provides the City with actionable data for targeted advertising, partnership outreach, and pricing strategies. For example, marketing investments can now be more precisely directed toward ZIP codes demonstrating strong engagement or growth potential, helping The Wave maximize promotional impact and maintain its competitive edge as a regional destination. Waterpark Attendance & Ticketing The Wave welcomed 63,770 guests during summer 2025. While this total fell slightly below the record-setting 65,510 visitors in 2024, it remained one of the highest attendance numbers since the park’s opening and indicates sustained popularity among both local and r egional guests. Non-resident admissions once again comprised the majority of attendance, totaling 37,939, while Dublin residents accounted for 21,701 entries , a mix nearly identical to 2024, reflecting the waterpark’s strong regional draw while maintaining a healthy local base. New ticketing initiatives were introduced to broaden access. For the first time, a Senior Admission Pass offered discounted entry to adults age 60 and over, resulting in 638 tickets sold during its debut season. The Wave also partnered with Camp Parks, pro viding a special season pass to military families while their community pool was under renovation; this initiative generated 47 passes and 94 total visits, reinforcing the City’s support for service members. The Emerald Season Pass, which was expanded to include Friday access, remained popular with 190 passes sold and an average of 7.27 visits per pass. These efforts, built on 2024’s successful season pass sales while diversifying the customer base. Premium seating remained in high demand. Guests reserved 422 cabanas and 776 luxury loungers throughout the summer, representing another strong year following the growth seen in 2024. Birthday party celebrations remained a core offering, with a total of 1,264 resident Page 4 of 6 attendees and 1,060 non-resident attendees, sustaining interest after last year’s changes to party area availability and minimum group sizes. TABLE 1 – WATERPARK TICKET SALES (May–Aug 2025) Category May Jun Jul Aug Total Pre-Reg Over 40 631 3,061 5,107 3,631 12,430 Pre-Reg Under 40 51 412 368 313 1,144 Pre-Reg Under 2yo 30 94 117 102 343 POS Over 40 1,258 10,039 13,816 11,662 36,775 POS Under 40 102 773 1,120 779 2,774 POS Under 2yo 78 595 828 832 2,333 POS Military 24 271 286 272 853 Senior Ticket – 124 297 217 638 POS Admit One 3 39 43 169 254 Total Resident 831 6,241 7,863 6,766 21,701 Total Non-Resident 1,346 10,015 14,820 11,758 37,939 Monthly Total 2,177 16,267 22,683 18,843 63,770 TABLE 2 - RENTALS AND PREMIUM SEATING Category May Jun Jul Aug Total Cabana Reservations 12 136 172 102 422 Lounger Reservations 30 216 292 238 776 Page 5 of 6 Competitive Swimming Programs The Green Gators competitive swim team welcomed a new head coach, whose leadership infused the program with fresh energy and structure. The 2025 season ran from May 19 through July 19 and featured six dual meets, three of which were hosted at The Wave. A total of 106 swimmers participated (compared to 137 in 2024), proudly representing the City of Dublin at the Valley Swim League Championships after a summer of dedicated training. The Junior Green Gators developmental program also remained strong, with 83 participants (79 resident and 4 non-resident), providing an important pathway from swim lessons to competitive swimming. Although total enrollment for both programs was slightly lower than the previous year, the addition of new coaching leadership and consistent meet hosting maintained high program quality and engagement. Swimming Lessons The Wave’s Learn-to-Swim Program continued to play a vital role in community water safety, serving 1,917 participants in summer 2025. While this reflects a decrease from 2,508 participants in 2024, the program remains one of the City’s most impactful public safety initiatives by equipping children with essential skills to stay safe in and around the water. Classes continued to emphasize water competency, safe rescue techniques, and confidence building — aligning with Dublin’s commitment to resident well-being. TABLE 3 – SWIM LESSON REGISTRATION Lesson Type Resident Non-Resident Total Oyster & Pearl 106 25 131 Preschool 286 94 380 Jellyfish 225 68 293 Turtle 1–3 520 167 687 Otter 1–2 73 24 97 Octopus 1–2 84 32 116 Dolphin 1–2 73 17 90 Adults 1–2 64 24 88 Private Lessons 115 77 192 Total 1,389 528 1,917 Fitness Swimming & Aqua Aerobics Aquatic fitness programming continued to thrive. Fitness Swimming welcomed 2,954 participants and Aqua Aerobics hosted 1,536 participants during summer 2025. While these Page 6 of 6 totals are lower than the expanded 2024 offerings (3,726 fitness and 1,844 aqua aerobics), both programs maintain a loyal following. Classes remain popular for their low-impact, therapeutic nature and community-building atmosphere, continuing to serve residents seeking safe, effective exercise options. STRATEGIC PLAN INITIATIVE: None. NOTICING REQUIREMENTS/PUBLIC OUTREACH: The Commission Agenda was Posted. ATTACHMENTS: None.