CSUSB Recreation Center Marketing Campaign

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To Table Of Contents

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Table of Contents

Executive summary........................................................................................................................3

Introduction....................................................................................................................................3

Situational Analysis.......................................................................................................................3

Target Market................................................................................................................................5

Problems, Threats, Opportunities................................................................................................7

Marketing Objectives and Goals..................................................................................................7

Marketing Strategy........................................................................................................................8

Marketing Tactics..........................................................................................................................9

Summary.........................................................................................................................................9

Appendix.......................................................................................................................................10

A. Cross Tabulations…………………………………………………………...10

B. Survey Question Results Charts……………………………………………16

C. Articles……………………………………………………………………….19

D. Interview with Michael Norberto…………………………………………..26

E. Survey………………………………………………………………………...28

F. Survey Results………………………………………………………………..36

G. SWOT Analyses……………………………………………………………..59

H. Personal Interviews…………………………………………………………65

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Executive Summary

Mission statement

Our mission is to create a fun, seamless experience for new time climbers while

enhancing physical ability which allows casual climbers to return.

Question statement

How can we raise awareness for first time indoor climbers at CSUSB and increase

retention for casual climbers?

Introduction

Our research is based on the question of why there is such a slow turnout of CSUSB

students using the rock climbing wall in the Rec Center, both first time users and returners. We

believe this is an issue of lack of student awareness on the Rec Center advertising the rock

climbing wall in which we choose to address. We are going to conduct research that will help us

discover what students are doing in lieu of using the climbing wall to get their physical exercise

needs.

Our research will consist of secondary and primary research. Our secondary research will

consist of articles, websites, statistics, and journals. Our primary research consist of an online

survey via Qualtrics as well as short in-person interviews. Our survey’s consists of 143 surveyors.

Situational Analysis

A. Situation Environ

Climbing walls have been increasing in popularity over the past couple of years; it is

included in the new sports category called “Extreme Sports”. Sports of this category include

rafting; sky diving, bungee jumping etc.

The climbing wall exercise gyms can be seen in the growth phase in a product or service life

cycle. The idea of climbing a rock wall inside is still growing; it will take some time before

indoor rock climbing is a household known event.

There are some advantages climbing walls have that can increase its demand. Some

advantages are it has a wide target market. Climbing walls are not just limited to adults and

college students; children are also encouraged to climb the wall. There are easy courses for

children to try if they were to come with a family member. This could be a fun family activity

rather than going to the movies or a restaurant. With that said the purchasers of this service

ranges.

Men are going to more climbing gyms such as Hangar 18 and Threshold than women.

However more women are attending CSUSB Rec center than men. To counter this most

climbing walls gyms offer exclusive deals only to women to increase female visitation.

The price of the climbing gyms creates a filtering system of the people that attend these gyms.

The price is $30 dollars each visit, this would discourage some less income families and students

from participating. People who go to climbing gyms might be more educated. With more

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education it generally leads to higher salaries which would allow people to afford the high cost

of these climbing gyms.

Marketing for services as indoor rock climbing are mostly linked through social media.

There are ads on Facebook which display discount and deals, there are tweets about their

services also there are price saving deals on groupon.

One major threat these indoor climbing gym possess are safety issues. Large health

insurance claims are need in case a person falls and hurts themselves while climbing in these

locations. Climbers are asked to sign a waiver before proceeding to claim, preventing climbers to

sue gyms in case of an accident.

B. Neutral Environ

The financial environment for the CSUSB Rec Center Climbing Wall is free, the only

financial situations that could occur to affect the climbing wall are school budget cuts, students

having financial downfalls causing them to have to work more, not being able to afford to spend

more time in the gym or not being able to afford to come to school at all. The only affect

government has on the wall is it’s regulations on equipment and their set safety standards. The

media can affect the rock Climbing Wall. There could be a rise in the popularity of indoor

climbing due to celebrity endorsements and that could increase the amount of traffic that the Rec

Center received. Looking into publicity it does favor the rock climbing wall because it has

become a well-known activity in fitness. If rock climbing was not recognized that there would

not be any funds being spent on opening new rock climbing gyms. With this said it does make a

difference if the media favors rock climbing walls. There are no special interest groups that are

currently standing against the CSUSB Rec Center Climbing Wall.

C. Competitor Environ

In the realm of wall climbing there are currently two leading gym which offer this service.

The first is Hanger 18 which is priced fairly at $30 per visit unless a monthly membership is

purchased. There are currently five location of this gym across Southern California.

Threshhold is a similar company offering the same type of service but only having one gym puts

them at an disadvantage compared to Hangar 18. With less market share Threshhold still charges

its customers the same price as Hangar 18 for the same service. The growing popularity of

climbing gyms has allowed for new competitors to enter the market place. College campuses are

now building Recreation centers with climbing walls. Climbing ways are known to give people a

different kind of workout from the standard running or swimming. It takes upper and lower body

strength to complete, giving a full body workout. Another form of competition would be the Rec

Center inside activities that consist of machines(weights, elliptical etc.), fitness classes, pool,

sauna and the indoor court. All of these inside activities are free if you are a student since it is

included in the CSUSB tuition. As far as competitors outside the Rec Center they would consist

of the Coliseum, track, hiking, running and kinesiology classes that students can get accredited

for.

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D. Company Environ

The rock climbing wall is our main product we are working with. Trying to bring more

people with access to the wall is a vision we plan to make reality. We have looked into making

the wall more appealing in order for new students to climb the wall and build an exciting

reputation for those who do climb the wall. If we get students to get involved and enjoy the rock

climbing experience, then this can allow first timers to become excited about the new experience.

The situation with the rock climbing wall is that in other places it’s becoming a hit and there is

many people going to those gyms to climb. Many of the students on campus do not know that the

rock climbing wall is available and there is no cost since it’s included in tuition. The main people

we want to bring are those who are potential wall climbers because this way they will be able to

speak their experiences with other members. The existing rock climbers are favored but not as

much as the new ones. We need to build awareness in order to get members to try the wall.

Products, experience, financial, human, capital resource, and suppliers are not factors that will tie

into the awareness of the rock climbing wall so this would not be information that would be

beneficial for our group to research.

E. Competitive Advantages

The advantages of the CSUSB Rec Center Climbing Wall are numerous. The largest

advantage is that it is free to use for students that are currently enrolled. The funding and costs

of the Wall are built into each student’s tuition. The Wall is also located on campus, meaning

that it is easily accessible if you are already on-campus or live nearby. Another advantage is that

the staff at the Climbing Wall is very knowledgeable and willing to help and mentor both first-

time, novice and experienced climbers. The Wall uses some of the same equipment as nearby

competitors such as Hanger 18, which is high grade, quality equipment. The Wall also offers

classes, of which two out of the three classes offered are free; only the high level course is only

$10. Another advantage is that all of the equipment rentals are free.

Target Market

According to Michael Norberto, who is the supervisor of the CSUSB Rec Center

Climbing Wall, the target audience consists of people who are both students and first time

climbers. He is content with the amount of people that are repeat climbers, and his main goal

was to get more first time climbers to attempt to climb the wall.

Based on primary and secondary data, we were able to conclude that the main target

consumer for the Rec Center Climbing wall are college students who are seeking a new different

way to workout. The geographic area would consist of the Inland Empire area. To generalize it

more, it would consist of students who attend Cal State San Bernardino. There are two sub

groups, one group is students who have climb the rock climbing wall and the second group

would be students who have yet to climb the wall. The demographics for both groups are

different since the group that have rock climb the wall would be challenging to market to them

oppose to the second group that have not rock climb the wall. The group that have not rock climb

wall would be first time climbers so they would be an easier target.

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Psychographics of individuals who rock climb the wall

Climbers are young, college students.

More women indoor rock climb than men.

Some of the climbers are excited about climbing and others are nervous about it.

Survey Results

(Based upon surveyed sample)

According to our survey results we were able to determine the following 85% are CSUSB students

55% have more than 12 units

41% are College of Business and Public Administration

81% are at school on Mondays and Wednesdays

Only 57% of respondents who exercise go to the CSUSB Rec Center

72% exercise weekly (at least 30 minutes at a time)

60% have not climbed the wall

91% have not taken any climbing classes at CSUSB

Demographics according to our survey results 63% are Female

61% were between the ages of 17 through 24

85% do not live on campus

70% have a job

Overall Target Demographics The majority of respondents were college students between the ages of 17 through 24.

They work and are full time students. They are earning a 4-year degree or higher education. They

live in the Inland Empire area.

Target market Summary Overall, the CSUSB rock climbing wall should focus on a segmentation approach. They

would focus on those who want to find a new way to work out and be fit. By the end of the day,

we were able to conclude that the target market are CSUSB students between the ages of 17

through 24. The CSUSB rock climbing wall should target these individuals by promoting the

rock climbing wall to those who have not rock climb before. Since they have not experience it,

they would have a positive attitude towards trying it and must a fitness mindset. Try to target the

main target consumer by giving them another alternative way to work out.

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Problems, Threats, Opportunities

The rock climbing wall has problems, threats, and opportunities that were addressed

according to Michael Norberto. The main problem that was given about the rock climbing wall

had to be awareness of those who did not know information about the rock climbing wall.

Problems

CSUSB Rec center climbing wall is experiencing a low turnout of student climbers and

returning climbers. Students are not aware the rock wall is a part of their tuition. The Rec center

is only open on week days from 1am to 9pm. 55% of people answered our survey saying they are

on campus from 6am to 11:50 am. During this time the rock wall is closed, they're missing out

on morning traffic which could be going to the rock wall.

Threats

The Rec center could be a threat to its self, by hosting other events such as yoga, kickboxing,

etc. it is decreasing the number of people that are available to climb the rock wall. Another

detouring factor is the time students have to do events on campus. Based on our cross tabulation

79% of students are working and going to school full time, this would negatively impact the

amount of people able to go to the rec center. CSUSB is also known as a commuter school; this

would mean students would attend class then leave the campus. There is no culture at CSUSB

which would encourage students to spend more time on campus.

Opportunity

The Rec center could expand its advertising beyond the Rec center, they will benefit by

announcing activities they are holding. They could create a buddy system where students can

team up with a trainer to teach them different climbing techniques. The Rec center could open

the rock climbing wall earlier to attract climbers in the morning. They could also open rock

climbing

Marketing Objectives and Goals

The main goal of both the CSUSB Rec Center Climbing Wall as well as our work is to

build awareness of the Climbing Wall and to engage, mainly, first time climbers to try the wall.

In our findings, we found that 43% of the respondents who answered our question on the

survey regarding hesitations about climbing the wall, stated that they didn’t have time to climb

the wall, and that 25% of the respondents to that question stated that they were “nervous” about

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climbing the wall. We need to find a way to solve these issues. To address the people who

stated that they are nervous about climbing, they would have to be convinced that there is

nothing to be nervous about, and that it may be difficult at first, but it is a fun and exciting way

to get exercise.

We found that 89% of respondents to a question about whether or not they knew the gym

was included in their tuition were aware that it was included, but 27% of the people who

responded to a question about whether or not they knew that the Wall was included in their

tuition as well did not know that it was. This means that that 27% of respondents might think

that the climbing wall has an extra cost and that may put them off about attempting to climb

it. A solution might be to advertise more specifically that the climbing wall is included in the

gym membership, which is included in their tuition and that there is absolutely no added cost to

climb it.

Marketing Strategy

Because the Climbing Wall has a small market consisting mainly of students, and there is

no real nearby competition, our strategy is mainly building awareness and trying to entice

new users.

The Climbing Wall is local and on-campus, providing easy access to those already on

campus or those nearby.

We will position the Climbing Wall as a fun and exciting alternative to traditional

exercise, emphasizing its health and workout benefits.

To advertise, we think that online advertising will be of great benefit; Instagram would be

an excellent way to promote the Climbing Wall and let “followers” see their family and

friends climbing the wall and what fun they are having trying something new and

exciting.

To expand on Instagram the Rec center will host a hall of fame where people can

#hashtag themselves climbing to the top of the wall.

The Rec Center already has a Facebook account, but it might be beneficial to have a

separate Facebook for the Climbing Wall and having specific posts about upcoming

climbing events and the benefits of participating. The account could also be linked to the

Instagram account, so that the uploaded pictures are shared across both networks.

Another form of advertisement would be to increase the amount of posters and flyers

advertising the benefits of using the Climbing Wall around the campus, not just in the

vicinity of the Rec Center.

A great way to bring in new users might be through ad spots on CSUSB Coyote

Radio. The radio station is broadcasted on-campus and is an inexpensive way to

advertise for the Climbing Wall. They broadcast to the entire Inland Empire via the

internet.

Create a climbing wall class as a part of the Group Ex classes. This will create awareness

for the many people who take the Group Ex classes already, and they may be open to try

it if it is a class style learning experience like how they learn in Zumba and Yoga.

The Rec center can get more people to come by creating a more customer focused

environment. They should train their associates on customer service so the people that

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climb the wall build a relationship with the CSUSB Rec Center staff which they will

share with their friends bringing more people to the wall.

Have a sign in sheet to track who uses the wall (for the purpose of how many new vs.

return users there are), and the date and time they climb, to see when the busiest and

slowest times are. This will be useful to see trends in time of the day and days of the

week for future marketing purposes.

Marketing Tactics

To achieve our goal of increasing awareness of the CSUSB Rec Center Climbing Wall,

we would first implement the creation of an Instagram account for the Climbing Wall. The

creation of a specialized Facebook page for the Climbing Wall would follow and the three sites

(Rec Center Facebook, Climbing Wall Facebook and Climbing Wall Instagram) would be linked

together. The next step would be to have an increase in posters and flyers around the campus

advertising upcoming events and the benefits of climbing. They would have tabling events in the

quad area to tell people the services they offer. Making announcements in big lecture classes (ex.

capstones) will raise awareness of the services of the Rec center.

Summary

The goal of our research was to find why the CSUSB Climbing Wall is not as popular as

it should or could be. We discovered that the main reasons that the wall was not being used as

much as it should be are because there is not enough awareness of its existence or people do not

know that it is free to use. Another issue is that people feel nervous and/or intimidated with the

idea of climbing the wall, and that puts them off about trying it. We came up different strategies

the Rec center can implement in order to increase awareness. We also found that most students

are busy during their school day, not allowing them time to climb the rock wall. We found that a

high percentage of students that use the Rec center are business majors.

During our research we found that students are willing to climb the rock but they are

intimidated, they do not have someone to climb with, or they do not have time. To address these

issues we created a group climb program where students will sign up to climb the wall at a

certain time then they will be placed in a group with other new or first time climbs. These will

allow them to experience the wall together creating a fun social activity. With the ideas

expressed in this report the Rec center should be able to increase the number of first time student

and returning students they have.

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Appendix

A. Cross Tabulations

Based on these numbers, there may be a correlation between the location of the majority of each

college’s class location and their location relative to the CSUSB Rec Center. We can see that

most of the students that attend the Rec Center are CBPA majors, and the majority of those

classes are held in Jack Brown Hall, which is the closest building to the Rec Center in regards to

the locations of the classes held for other majors.

We noticed that there were 59 individuals who have not climb the wall. Out of those 59 people,

27 said that the reason they do not climb is because they do not have time to do it. The twelve

people who have climbed stated that their biggest hesitation towards the climbing wall is the fact

that they do not have time to do it. This shows a correlation that the people who have and have

not climbed it are consumed by time

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When we cross tab whether the surveyee works vs. how many units they are taking, we noticed

that the majority of individuals are full time students who have a job. The total amount was 43.

We also noticed that even if they are taking between 8-12 units they still have job. The total

amount was 32.

Based on our cross tabulation we noticed that there are 122 surveyees who attend CSUSB. We

also noticed that 53 are College of Business and Public Administration. Based on this correlation,

we were able to state that the majority of individuals are Business majors.

Based on this cross tabulation, we were able to determine that individuals visit the Rec Center

one to two times per week during the evenings. Individuals who go to the gym more than five

times a week tend to go in the evenings more.

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We were able to determine by the cross tabulation that individuals who took this survey workout

weekly at least 30 minutes. They end up working out on Mondays and Fridays mostly.

When we compared the time of day individuals are on campus vs. the days of the week they are

on-campus, we were able to determine that the popular time and day. On Monday and

Wednesday there were 93 surveyees who are campus during the afternoon. Thursday’s seems to

be the second popular day where surveyees are at school during the afternoon. Overall we were

able to say based on our data, surveyees come to school in the afternoon and there was a

correlation of the days they come. If they come Monday they are more likely to come

Wednesday. If they come Tuesday they are more likely to come Thursday.

According to this cross tabulation, 96% of the students who exercise visit the CSUSB Rec Center

use it on the same days they come to class. The majority of those same people exercise after

their classes. This shows that most people who use the Rec Center do not come specifically to

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use it, but attend the Rec Center because they are on campus already.

Looking into the surveyed members we show that they exercised for an average of 1-2 hours and

we show that those surveyed did not have time to work out because they had no breaks. We

show that twenty-two people workout in between classes and visit the Rec Center when they are

on campus. Evenings is when most members visit the Rec Center.

In regards to student’s majors vs. students going to the CSUSB Rec Center we looked into the

surveys and reported that students who are in the College of Business and Public Administration

are the ones who mostly attend the Rec Center. The majority of the students that took the survey

were also identified as Business students.

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Looking into the survey on what students do during breaks scheduled vs. the length of breaks

between classes we see that those surveyed spend their breaks in the library. They also spent the

most hours in the library. We see that most people spend the minimum of 1-2 hours in these

designated spots.

Looking at the members that attend the CSUSB Rec Center vs. those who attend the Rec on the

same day they have class is 96.49%. We also see that 91.04% do not attend the Rec center on the

same day they come to class. Members tend to exercise after

classes.

The estimated fitness level vs. the hours stayed at the Rec Center show that those who were

surveyed had an average fitness level and stayed approximately 31 to 90 minutes each visit. This

shows that the ones who stated that they are well fit are prone to stay longer and stay fit.

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The purpose of this cross tab is to pin point when students are on campus and the number of

units they are taking. This information is important because we want to know if student are not

going to the Rec center due to classroom restrictions. Also we want to know which days students

are on campus to know when they should do tabling events.

Looking at those surveyed we show that they do know that the Rec Center Climbing Walls is

included in tuition as well as membership. We have few that do not know that membership and

use of the wall is included in tuition.

According to our cross tabulation, we were able to determine that there is a correlation between

individuals who have climbed the wall and those who have taken a climbing class at the Rec

Center. There were zero people who have climbed the wall at the Rec Center and thirty-two who

said they had not taken any classes offered at the Rec Center. The data makes sense since those

who have not climb the wall are more likely not to know about the classes.

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B. Survey Question Result Charts

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C. Articles

Articles:

Title: “a WORKOUT THaT ROCKS.” Author: Elise Oberliesen

Source: American Fitness, 10/30/2012

URL: http://web.ebscohost.com.libproxy.lib.csusb.edu/ehost/detail?sid=3ca0a285-fc54-4ea5-

aed5-

0803fc909711%40sessionmgr12&vid=1&hid=20&bdata=JnNpdGU9ZWhvc3QtbGl2ZQ%3d%3

d#db=aph&AN=79555277

Summary: The article discusses rock climbing as if explaining it to a beginner. The article talks

about how rock climbing can be a great new experience. It discusses safety, increasing

popularity, physical requirements and it describes how indoor rock climbing is a total body

workout and increases total body strength.

Title: “Climbing the Walls: Reach New Fitness Heights with Indoor Rock Climbing.” Author: Jessica Patton-Pellegrino

Source: E: The Environmental Magazine, March/April 2012

URL: http://web.ebscohost.com.libproxy.lib.csusb.edu/ehost/detail?sid=3f7856d2-1496-4656-

883d-

http://web.ebscohost.com.libproxy.lib.csusb.edu/ehost/detail?sid=3ca0a285-fc54-4ea5-aed5-0803fc909711%40sessionmgr12&vid=1&hid=20&bdata=JnNpdGU9ZWhvc3QtbGl2ZQ%3d%3d#db=aph&AN=79555277




http://web.ebscohost.com.libproxy.lib.csusb.edu/ehost/detail?sid=3f7856d2-1496-4656-883d-199b38003fe4%40sessionmgr14&vid=1&hid=20&bdata=JnNpdGU9ZWhvc3QtbGl2ZQ%3d%3d#db=aph&AN=73524509


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199b38003fe4%40sessionmgr14&vid=1&hid=20&bdata=JnNpdGU9ZWhvc3QtbGl2ZQ%3d%3


Summary: The first part of the article discusses the author’s experience during her first indoor

climb. She talks about different types of climbing: Bouldering, Top Roping and Lead

Climbing. She then talks about how to dress during an indoor rock climb and the gear that is

used. The last part of the article talks about how the gym she climbed at kept fresh air

circulating near the top of the building so that climbers wouldn’t get what is called “white lung”,

which is inhalation of the chalk dust, which is carried to rub on your hands so you don’t slip

when sweating.

Title: “5REASONS TO.. try indoor/outdoor rock climbing: health focus”

Author: Miriam Stoppard

Source: The Daily Mirror (UK),7/12/12

URL:http://search.proquest.com.libproxy.lib.csusb.edu/docview/1024555031/fulltext?source=fe

dsrch&accountid=10043

Summary: This short article lists 5 reasons why people should go try rock climbing and the

benefits of doing so. She tells the reader about how rock climbing is for people of all ages, how

beginning to rock climb is scary but safe, how rock climbing outdoors is a great experience, how

teamwork plays a big role in climbing, and how it burns more calories than jogging and works

out many muscles in the body.

Title: “Indoor Rock-Wall Climbing Is Good Excercise”

Author: William Weir

Source: McClatchy – Tribune Business News, 12/6/2008

URL:http://search.proquest.com.libproxy.lib.csusb.edu/docview/456641963/fulltext?source=feds

rch&accountid=10043

Summary: The article describes the author’s experience with indoor rock climbing for the first

time. He talks about how you can get injured rock climbing, it’s usually only a small cut, scrape

or bruise. He discusses a bit about how the popularity of indoor rock climbing is growing and

about how it’s a good alternative to lifting weights, and more fun, in his opinion.

Title: “the tryout team: An activity that rocks: This week's tryout: Indoor rock climbing:

[Main Edition]”

Author: Multiple

Source: The Atlanta Journal – Constitution, 6/28/2006

URL:http://search.proquest.com.libproxy.lib.csusb.edu/docview/337342844/fulltext?source=feds

rch&accountid=10043

Summary: This article is four different reviewers’ opinions about indoor rock climbing. The first

reviewer talks about how it’s good to do when there’s inclement weather or if you have outdoor

allergies, and how it’s a great workout. The next reviewer talks about how she was convinced to

try it by a climbing instructor she met, and how easy it can be to become proficient and that it is

her new hobby to climb now. The next reviewer talks about how it was a “Total blast!” and that



http://search.proquest.com.libproxy.lib.csusb.edu/docview/1024555031/fulltext?source=fedsrch&accountid=10043






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it was “fun, challenging and empowering”. The last reviewer wasn’t so enthusiastic; she claimed

that although it was a good workout, she could achieve the same results with a cardio workout,

and preferred to keep her feet on the ground.

Title: “Effect of an on-sight lead on the physiological and psychological responses to rock

climbing” Authors: Draper, Nick, Jones, Glenys A, Fryer, Simon, Hodgson, Chris, Blackwell, Gavin

Source: Journal of Sports Science & Medicine. Dec2008, Vol. 7 Issue 4, p492-498. 7p.

Url: http://web.ebscohost.com.libproxy.lib.csusb.edu/ehost/pdfviewer/pdfviewer?sid=31a761f1-

bed9-43cb-a39d-0a7e89d03cfe%40sessionmgr13&vid=13&hid=21

This article focuses on the research done on physiological and psychological functioning. They

conducted a study on ten male intermediate level climbers who completed two climbing trials.

From this research they found out that there was a significant differences of anxiety levels and

concentrations levels of those who have climb before and those who have not. The research was

conducted pre, during and post-performance. They also found out through the research that there

is a psychological and physiological stress impact when rock climbing. This article talks about

the difference of heart rate when comparing between a treadmill vs. climbing.

Title: “Movement Imagery in Rock climbing: Patterns of Interference from visual, Spatial,

and Kinesthetic Secondary Tasks” Authors: Smyth, Mary M.

1, Waller, Adam

2

Source: Applied Cognitive Psychology. Apr1998, Vol. 12 Issue 2, p145-157. 13p. 3 Charts, 1

Graph.



This article talks about the ability of imagining oneself carrying out a task with an internal

perspective as the actor and also from an external perspective as an observer. Kinaesthic imagery

(defined how it feels when a task is imagined) is also use as part of mental practice. The article

talks about how this is affected in rock climbing when the routes are rehearsed by the climber.

Before they climb on, they map out a sequence of holds in order for them to reach the top. So a

climber depends on movement memory and visual control when rock climbing.

Title: “Effects of recreational rock climbing and environmental variation on a sandstone

cliff-face lichen community” Authors: Adams, Matthew D

,Zaniewski, Kamil

Source: Botany. Apr2012, Vol. 90 Issue 4, p253-259. 7p.



http://web.ebscohost.com.libproxy.lib.csusb.edu/ehost/pdfviewer/pdfviewer?sid=31a761f1-bed9-43cb-a39d-0a7e89d03cfe%40sessionmgr13&vid=13&hid=21






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This article talks about the cliff vegetation characteristics. There was a study conducted on the

Niagara Escarpment limestone where researchers determined that climbers on advanced climbing

routes choose routes with reduced vegetation. The vegetation is called lichen. The research

shows that through linear regression it was found that rock climbing reduced the lichen and

unclimbed areas had more characteristic plots (vegetation-lichen).

Title: “Effects on Climbing on Core Strength and Mobility in Adults Authors: Muehlbauer, T,

Stuerchler, M, Granacher, U.

Source: International Journal of Sports Medicine. Jun2012, Vol. 33 Issue 6, p445-451. 7p. 1

Chart, 4 Graphs.

Url: http://web.ebscohost.com.libproxy.lib.csusb.edu/ehost/detail?sid=a2f4d7aa-cafc-403e-91b8-

a6e171690e1c%40sessionmgr13&vid=1&hid=21&bdata=JnNpdGU9ZWhvc3QtbGl2ZQ%3d%3


This article talks about the core and handgrip strength that is done when rock climbing. There

was a research done with twenty eight participants that lasted up to 8 weeks. The test showed

that indoor climbing improves core muscle strength.

Title: “Effect of hold depth and grip technique on maximal finger forces in rock climbing” Authors: Amca, Arif Mithat, Vigouroux, Laurent, Aritan, Serdar,

Berton, Eric

Source: Journal of Sports Sciences. Apr2012, Vol. 30 Issue 7, p669-677. 9p. 3 Black and White

Photographs, 2 Charts, 3 Graphs.

URl: http://web.ebscohost.com.libproxy.lib.csusb.edu/ehost/detail?sid=0589217f-beb0-41b7-

b6f7-

f0ccd6c0bdc0%40sessionmgr11&vid=1&hid=21&bdata=JnNpdGU9ZWhvc3QtbGl2ZQ%3d%3


This article talks about the study done on ten advanced rock climbers. The research was done to

analyze the specific grip techniques and hold depths that influence the finger force capacities.

The data showed that each subject had different hand-forearm posture strategies.

Title: Physiology of Difficult Rock Climbing

Url: http://xerxes.calstate.edu/sanbernardino/articles/record?id=FETCH-LOGICAL-c1861-

8f75f39cfd8ccf3548b2bdd95bf2dd8afb4d0eb18095dee54dce40f0f5f22f43

Author: Watts, Phillip

Source: European Journal of Applied Physiology

http://web.ebscohost.com.libproxy.lib.csusb.edu/ehost/detail?sid=a2f4d7aa-cafc-403e-91b8-a6e171690e1c%40sessionmgr13&vid=1&hid=21&bdata=JnNpdGU9ZWhvc3QtbGl2ZQ%3d%3d#db=aph&AN=76383481



http://web.ebscohost.com.libproxy.lib.csusb.edu/ehost/detail?sid=0589217f-beb0-41b7-b6f7-f0ccd6c0bdc0%40sessionmgr11&vid=1&hid=21&bdata=JnNpdGU9ZWhvc3QtbGl2ZQ%3d%3d#db=aph&AN=73888325




http://xerxes.calstate.edu/sanbernardino/articles/record?id=FETCH-LOGICAL-c1861-8f75f39cfd8ccf3548b2bdd95bf2dd8afb4d0eb18095dee54dce40f0f5f22f43

http://xerxes.calstate.edu/sanbernardino/articles/record?id=FETCH-LOGICAL-c1861-8f75f39cfd8ccf3548b2bdd95bf2dd8afb4d0eb18095dee54dce40f0f5f22f43

23


Summary

The purpose of this review is to explore existing research on the physiological aspects of difficult

rock climbing. Climbers do not typically possess extremely high aerobic power. Studies have

found climbers to be small in stature with low body mass and low body fat. Although absolute

strength values are not unusual, strength to body mass ratio is high in accomplished climbers.

There is evidence that muscular endurance and high upper body power are important.

Title: Rock Climbing: On Humans, Nature, and Other Nonhumans


6dc40f9d7a9cb213b6059b73680f5afb0acc5a1b007694f2918b10fa50c369263

Author: Penelope Rossiter

Source: Sage Publications

Summary

This article develops some contemporary themes in writing about humans and nature through a

focus on the cultures, practices, and representations of rock climbing. It also expresses the views

that rock climbing offers some routes into thinking differently. While also state how humans

connect with nature through this practice.

Title: Energy System Contributions in Indoor Rock Climbing


affad24cfcc7f85ec77831548ac879ad7d3ad52795facc49659d42496373e933

Author: Rômulo Bertuzzi

Source: Springer-Verlag

Summary

This article presented a study which cross-sectionally investigated the influence of training status,

route difficulty and upper body aerobic and anaerobic performance of climbers on the energetics

of indoor rock climbing. It talks about upper body aerobic power and the changes in oxygen

intake.

Title: Examination of a Rock-climbing Fatality Caused by Equipment Failure

http://xerxes.calstate.edu/sanbernardino/articles/record?id=FETCH-LOGICAL-e1183-

113730e677eb1057c1f438ced237d6cd22e79790799b645cd57d0fcd5f260e223

Author: Michael Law

Source: Elsevier B.V

Summary

This work investigates a climbing fatality caused by use of incorrect climbing anchors. Some

testing was performed which demonstrated the poor strength of these anchors. A number of

explanations for their poor strength are advanced. A load analysis of the climbing action which

caused this accident was made

Title: Grappling with Rock Climbing

http://xerxes.calstate.edu/sanbernardino/articles/record?id=FETCH-LOGICAL-p486-

c7aaaf3e8294ac5a11ff9d2906e43c661303b13b1166ae3ad06282dade7becdb3

http://xerxes.calstate.edu/sanbernardino/articles/record?id=FETCH-LOGICAL-c1056-6dc40f9d7a9cb213b6059b73680f5afb0acc5a1b007694f2918b10fa50c369263

http://xerxes.calstate.edu/sanbernardino/articles/record?id=FETCH-LOGICAL-c1056-6dc40f9d7a9cb213b6059b73680f5afb0acc5a1b007694f2918b10fa50c369263

http://xerxes.calstate.edu/sanbernardino/articles/search?field=author&query=Penelope+Rossiter

http://xerxes.calstate.edu/sanbernardino/articles/record?id=FETCH-LOGICAL-c1874-affad24cfcc7f85ec77831548ac879ad7d3ad52795facc49659d42496373e933

http://xerxes.calstate.edu/sanbernardino/articles/record?id=FETCH-LOGICAL-c1874-affad24cfcc7f85ec77831548ac879ad7d3ad52795facc49659d42496373e933

http://xerxes.calstate.edu/sanbernardino/articles/search?field=author&query=R%C3%B4mulo+Bertuzzi

http://xerxes.calstate.edu/sanbernardino/articles/record?id=FETCH-LOGICAL-e1183-113730e677eb1057c1f438ced237d6cd22e79790799b645cd57d0fcd5f260e223

http://xerxes.calstate.edu/sanbernardino/articles/record?id=FETCH-LOGICAL-e1183-113730e677eb1057c1f438ced237d6cd22e79790799b645cd57d0fcd5f260e223

http://xerxes.calstate.edu/sanbernardino/articles/record?id=FETCH-LOGICAL-p486-c7aaaf3e8294ac5a11ff9d2906e43c661303b13b1166ae3ad06282dade7becdb3

http://xerxes.calstate.edu/sanbernardino/articles/record?id=FETCH-LOGICAL-p486-c7aaaf3e8294ac5a11ff9d2906e43c661303b13b1166ae3ad06282dade7becdb3

24


Source: Heldref Publications

Summary

This article touches on environmental damage associated with the growth in popularity of rock

climbing; the US National Park Service has begun to develop regulations for rock climbing in

national parks. Officials have become concerned about vegetation loss.

The indoorisation of outdoor sports: an exploration of the rise of lifestyle sports in artificial

settings

URL:

Source: EBSCO

Author: Van Botten, Maarten Salome, Lotte

Summary:

Indoor rock climbing has been a remarkable new type of service within the last twenty

years. It has been developed as a sport and could be describes as an outdoor and indoor sport.

This article emphasizes in the rise of indoor lifestyle sports and it describes the conditions and

ways in which entrepreneurs have created this market. The rise of indoor rock climbing indicates

that it cannot be understood and it is solely interpreted as a result of economic, technological or a

natural development. It also begins to describe how indoor rock climbing was embedded in and

influenced by shared understandings in structured fields of outdoor sports and mainstream sports

and leisure experience. The article also describes how it has been successful over the years and

how it continues to grow throughout the world as a new form of working out.

URL:

Source: EBSCO

Author: Eden Sally

Outdoors versus indoors? Angling ponds, climbing walls and changing expectations of

environmental leisure Eden and Barratt Outdoors versus indoors?

Summary:

This article starts to compare outdoors versus indoors and this is an interesting article

since it describes in detail why each one is better. This helps our research because it will help us

come up with ways to market indoor rock climbing in the school gym. They start to mention how

indoor and outdoor rock climbing has strong similarities in terms of how they are used and

perceived. The way they use each space is different from indoor and outdoor rock climbing. The

walls are also compared in the article by highlighting how the consumerist interpretation is used

in a moral ordering leisure behavior. They do mention how indoor rock climbing is less

dangerous and does not require so much skill such as outdoor rock climbing. There is a lot of

control involved when attempting to rock climb and both enhance stamina as well as improve a

healthy lifestyle. This article will help of create a better understanding on who we are trying to

bring in to the CSUSB gym.

25


FIT-CLIMBING TEST: A FIELD TEST FOR INDOOR ROCK CLIMBING

URL:

Source: EBSCO

Author: Beruzzi, Romulo

Summary:

This article starts to report on research that is conducted to begin to develop indoor rock

climbing test. The test that is being performed is called fit-climbing test. In this article it begins

to explain how researchers were able to bring in a test and after the evaluation of six elite

climbers and seven recreational climbers they were able to conclude that the fit-test is attainable

to be evaluated. They reason why this was concluded was because of its specificity and relations

to oxygen cost per the movement of climbing. This research can help us explain how it can be

beneficial to take a fit-test with first timers and it can motivate them to come to the gym and rock

climb more often. The full article starts to also explain how more people begin to rock climb by

word of mouth and experiences that others have talked about. There was information on how

people can become interested on indoor rock climbing.

Effect of indoor climbing exercise on plasma oxidative stress, hematologic, parameters, and

heart rate responses in sedentary individuals.

URL:

Source: EBSCO

Author: Cesur, Gokhan, Atay, Emrah Ogut, Ongel, Kurtulus

Summary:

The article starts to explain how it is a worldwide sport that has expanded. It is

physiologically and physically demanded worldwide. There are many studies that are being done

that are aimed to investigate the effects of climbing. This is a great article to read because it

explains why people begin to indoor rock climb and also the great effects that it has on

everyone’s lifestyle. It begins to explain how indoor rock climbing leads to increase in plasma

oxidative stress in sedentary individuals. This article will be able help us with our research on

how we are able to combine different ideas to make people come into the recreational center.

The article did also explain how indoor rock climbing helps people with stress levels and

explained how different people find it useful. This can be a great target market to use.

Proportions of activities in a climbing gym

URL:

Source: EBSCO

Author: Humphries, David Wright, Deborah Royle, James Marshall, Tim

Summary:

This article is very interested because it presents different letters explaining different

injuries there are when rock climbing at the gym. They start to advise how injuries begin to occur

26


but also why they occur more often than usual. Memory error is said to be a concern when

indoor rock climbing because of the amount of times people forget to bale. Indoor rock climbing

is said to be the most common activity and bouldering as well. This article is going to be used in

our research with the CSUSB gym because it also explains why people are hesitant in starting to

rock climb. It also mentions how people try it and have a bad experience for the first time. By

gathering this information it will help us to better understand why people with memberships do

not use indoor rock climbing as an advantage.

D. Interview with Michael Norberto

1. Who is your target market?

Members--College students

2. Are you open to people outside of the school?

Yes we are. Open to Alumni, Affiliate (if there is someone that lives you family member

only) no commuters who do not go to school

3. What are your seasons?

Fall is the busiest since new freshmen are coming in. Winter they either come back or

don’t. Spring is the slowest season they have.

4. What are your slow and busy days?

Fridays and Saturdays are slow. They get busy during the evenings. Duration is between

half hour to an hour (Mon-Thurs).

5. Do you host any events? Rock climbing events?

Yes, during winter they host a challenge (climb a mile) they also do Rock shots (people

come in to rock climb and have their picture taken). Winter they also have a camp-out where you

spend the night in the gym.

6. What programs do you offer and how much do they generally cost?

Climbing 101 (belay)- learn the basics of belaying and climbing. This class covery the

climbing commands, terminology and knots for climbing. This is free. Tuesday and Wednesday

from 12pm to 1 pm.

27


Climbing 201 (Basic Techniques and training)- Learn climbing techniques ranging from

to more advanced. This class will help you move up the wall and up the rankings. This class is

free. April 12th-May 10th offered every week.

Climbing 301 (Lead Climbing) -More challenging than climbing on top rope belay.

When lead climbing, the lead climber leads the rout, while placing protection on wall anchors.

Must be belaying certified and have completed climbing 201. Class fee $10. Must attend 2

classes. Registration Required. April 20th-May 18th.

7. How do you market?

Market the rec center as a whole. Make flyers put them outside in the student union,

different buildings.

8. Do you use Facebook? Yes

9. Do you use twitter? No

10. Do you use Instagram? Yes

11. Rock Wall Marketing Budget?

There isn’t one. It’s for the whole rec center.

12. Who is your competition?

Threshold, Hanger 18, Recreational classes, swimming, Kinesiology classes, Track

13. Do you have to use the shoes? Largest size?

Not really but it helps using the specify shoes. Largest size is 15.

14. Is the wall open in the summer?

Yes. It’s 2 hours less the regular hours.

15. What is the capacity for the Wall?

28


We can have up to 14 people at max. There are 7 routes

16. What is the biggest hesitation?

It would be either pride or fear of heights.

17. Are there any safety issues?

Employee has dislocated elbow. For members they usually get bruise knees and elbows.

18. Who funds you?

They get subsidized loans and it comes out of student fees.

Notes: There is an app for CSUSB Rec Sports.

Hours of the wall: Mon-Thurs: 1:30-9:30

Fri-Sun: 1:30-7:30

Saturday: Closed

Open for 6 years- it's grown over time 5-10% a year

Break-even on programs

E. SURVEY (In Published Order)

Rec Center Climbing Wall

Q21 What is your relation to CSUSB?

Student (1)

Faculty (2)

Staff (3)

Alumni (4)

Affiliate (5)

I am not affiliated with CSUSB (6)

If I am not affiliated with CSUSB Is Selected, Then Skip To End of Survey

29


Answer If What is your relation to CSUSB? Student Is Selected

Q3 Do you live on-campus?

Yes (1)

No (2)


Q22 What is your major?

College of Arts and Letters (1) ____________________

College of Business and Public Administration (2)

College of Education (3)

College of Natural Sciences (4)

College of Social and Behavioral Sciences (5)

College of Education (6)


Q4 How many units are you taking for the Spring 2013 quarter?

Less than 3 Units (1)

4-7 Units (2)

8-12 Units (3)

More than 12 Units (4)

Q24 What days of the week are you on-campus?

Monday (1)

Tuesday (2)

Wednesday (3)

Thursday (4)

Friday (5)

Saturday (6)

Sunday (7)

Q27 What time of the day are you on campus?

Morning (6:00am - 11:50am) (1)

Afternoon (12:00pm - 3:50pm) (2)

Evening (4:00pm - 6:50pm) (3)

Night (7:00pm - 12:00am) (4)

30


Q33 Do you go to the CSUSB Rec Center?

Yes (1)

No (2)


Q26 Do you exercise at the CSUSB Rec Center on the same days you come to class?

Yes (1)

No (2)

Answer If Do you exercise at the CSUSB Rec Center on the same days ... Yes Is Selected

Q34 When do you exercise at the CSUSB Rec Center?

Before Classes (1)

In between Classes (2)

After Classes (3)


Q6 How long are your breaks between scheduled classes?

1-2 hours (1)

3-4 hours (2)

More than 4 hours (3)

I don't have any breaks (4)

If I don't have any breaks Is Selected, Then Skip To Do you exercise weekly?


Q7 What do you usually do during your breaks between scheduled classes?

Activities in Student Union (1)

Commons (2)

Workout (3)

Go to the Library (4)

Go home and come back (5)

Spend time in the computer lab (6)

Sleep (7)

Other (8) ____________________

31


Q30 Do you exercise weekly? (at least 30 minutes at a time)

Yes (1)

No (2)

If No Is Selected, Then Skip To What is your gender?

Answer If Do you exercise weekly? (at least 30 minutes at a time) Yes Is Selected

Q25 What days of the week do you exercise?

Monday (1)

Tuesday (2)

Wednesday (3)

Thursday (4)

Friday (5)

Saturday (6)

Sunday (7)

None (8)

Q9 Where do you usually exercise?

At home (1)

CSUSB Rec Center (2)

On-campus Outdoors (track, pool etc.) (3)

Off-campus Gym (24 Hour Fitness, LA Fitness etc) (4)

Off-campus Outdoors (hiking, walking etc.) (5)

Other (6) ____________________

Answer If Where do you usually exercise? CSUSB Rec Center Is Selected

Q10 How many times per week do you visit the CSUSB Rec Center?

1-2 (1)

3-4 (2)

5+ (3)

32



Q28 What time of day do you visit the CSUSB Rec Center?

Morning (1)

Afternoon (2)

Evening (3)

Night (4)


Q11 How many hours do you stay at the CSUSB Rec Center, on average, each visit ?

Less than 30 mins (1)

31 min - 60 mins (2)

61 mins - 90 mins (3)

91+ mins (4)

Q8 What is your estimated fitness level?

Olympian Status (Michael Phelps) (1)

Elite (Arnold Schwarzanegger in his prime) (2)

Average (Jessica Biel) (3)

Husky (Adele) (4)

Thick (Beyonce) (5)

Chubby (Zack Galifianakis) (6)

DAYAMN! (Fat Bastard) (7)

Pudgy (Will Ferrell) (8)

Fluffy (Gabriel Iglesias) (9)

33



Q5 What physical activity classes are you currently enrolled in? (classes for academic credits)

I am not enrolled in any classes (1)

Body Conditioning (2)

Jogging (3)

Weight Training (4)

Yoga (5)

Karate (6)

Self Defense (7)

Cardio Arts (8)

Pilates (9)

Basketball (10)

Swimming (11)

Dance (12)

Other (13) ____________________

Q13 Have you climbed the wall at the CSUSB Rec Center?

Yes (1)

No (2)

If No Is Selected, Then Skip To Do you know that the Rec Center membe...

Answer If Have you climbed the wall at the CSUSB Rec Center? Yes Is Selected

Q16 How often do you climb the wall ?

______ Times per month (1)

Answer If Have you climbed the wall at the CSUSB Rec Center? Yes Is Selected

Q31 Have you taken any of the climbing classes offered at the Rec Center?

Yes (1)

No (2)

34


Answer If Have you taken any of the climbing classes offered at the... Yes Is Selected

Q18 Which classes have you taken

Climbing 101 (1)

Climbing 201 (2)

Climbing 301 (3)


Q17 Do you know that the CSUSB Rec Center membership cost is already included in your

tuition?

Yes (1)

No (2)


Q32 Did you know that the use of the CSUSB Rec Center climbing wall is also included in your

tuition?

Yes (1)

No (2)

Q19 What other physical activities do you engage in?

Running (1)

Biking (2)

Swimming (3)

Hiking (4)

Court Sports (tennis, basketball etc.) (5)

Rec Center Gym (Machines) (6)

Rec Center Classes (Yoga, Zumba etc.) (7)

Physical Kinesiology Class (Weight Training, Basketball etc.) (8)

Other (9) ____________________

Q20 What are your hesitations about climbing the wall?

Nervous (1)

Embarrassed to fail (2)

OMG I might break a nail (3)

Don't have time (4)

Not interested in trying it (5)

I do not want to answer (6)

35


Q1 What is your gender?

Male (1)

Female (2)

Other (3) ____________________

Q2 What is your age?

17-24 (1)

25-30 (2)

31-35 (3)

36-40 (4)

40+ (5)

Q35 Do you work?

Yes (1)

No (2)

Q36 What is your zip code?

Zip Code (1) ____________________

Q37 Thank you for taking this survey. Please feel free to leave any comments! Have a magical

day!

Comments (1) ____________________

36


F. Survey Results (via Qualtrics)

My Report

Last Modified: 06/06/2013

1. What is your relation to CSUSB?

# Answer

Response %

1 Student

135 85%

2 Faculty

4 3%

3 Staff

6 4%

4 Alumni

9 6%

5 Affiliate

1 1%

6 I am not affiliated with CSUSB

3 2%

Total 158 100%

Statistic Value

Min Value 1

Max Value 6

Mean 1.39

Variance 1.12

Standard Deviation 1.06

Total Responses 158

2. Do you live on-campus?

# Answer

Response %

1 Yes

19 15%

2 No

109 85%

Total 128 100%

37


Statistic Value

Min Value 1

Max Value 2

Mean 1.85

Variance 0.13


Total Responses 128

3. What is your major?

# Answer

Response %

1 College of Arts and Letters

24 19%

2

College of Business and Public Administration

53 42%

3 College of Education

4 3%

4 College of Natural Sciences

21 17%

5 College of Social and Behavioral Sciences

20 16%

6 College of Education

5 4%

Total 127 100%

College of Arts and Letters

IST and MKTG

Marketing

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Leo scelerisque suspendisse felis. Neque quam, mauris tortor atque. Primis risus egestas.

Metus vulputate eget sodales tempora. Lacus sem tellus luctus per vehicula enim nibh.

Molestie justo. Elementum malesuada tempus a erat ut? Tempus! Dignissim maecenas volutpat elit erat.

Massa imperdiet arcu imperdiet cras vehicula eros nulla proin quam pellentesque.

38


Statistic Value

Min Value 1

Max Value 6

Mean 2.80

Variance 2.30


Total Responses 127

4. How many units are you taking for the Spring 2013 quarter?

# Answer

Response %

1 Less than 3 Units

3 2%

2 4-7 Units

7 5%

3 8-12 Units

47 36%

4 More than 12 Units

73 56%

Total 130 100%

Statistic Value

Min Value 1

Max Value 4

Mean 3.46

Variance 0.50


Total Responses 130

5. What days of the week are you on-campus?

# Answer

Response %

1 Monday

114 82%

2 Tuesday

95 68%

3 Wednesday

113 81%

4 Thursday

98 71%

5 Friday

49 35%

6 Saturday

9 6%

7 Sunday

10 7%

39


Statistic Value

Min Value 1

Max Value 7

Total Responses 139

6. What time of the day are you on campus?

# Answer

Response %

1 Morning (6:00am - 11:50am)

76 55%

2 Afternoon (12:00pm - 3:50pm)

116 83%

3 Evening (4:00pm - 6:50pm)

96 69%

4 Night (7:00pm - 12:00am)

42 30%

Statistic Value

Min Value 1

Max Value 4

Total Responses 139

7. Do you go to the CSUSB Rec Center?

# Answer

Response %

1 Yes

64 47%

2 No

71 53%

Total 135 100%

40


Statistic Value

Min Value 1

Max Value 2

Mean 1.53

Variance 0.25


Total Responses 135

8. Do you exercise at the CSUSB Rec Center on the same days you

come to class?

# Answer

Response %

1 Yes

61 46%

2 No

73 54%

Total 134 100%

Statistic Value

Min Value 1

Max Value 2

Mean 1.54

Variance 0.20


Total Responses 131

9. When do you exercise at the CSUSB Rec Center?

# Answer

Response %

1 Before Classes

19 33%

2 In between Classes

19 33%

3 After Classes

35 61%

Statistic Value

Min Value 1

Max Value 3

Total Responses 57

41


10. How long are your breaks between scheduled classes?

# Answer

Response %

1 1-2 hours

52 40%

2 3-4 hours

18 14%

3 More than 4 hours

5 4%

4 I don't have any breaks

54 42%

Total 129 100%

Statistic Value

Min Value 1

Max Value 4

Mean 2.47

Variance 1.91


Total Responses 129

11. What do you usually do during your breaks between scheduled

classes?

# Answer

Response %

1 Activities in Student Union

17 23%

2 Commons

13 18%

3 Workout

24 33%

4 Go to the Library

35 48%

5 Go home and come back

16 22%

6 Spend time in the computer lab

28 38%

7 Sleep

12 16%

8 Other

13 18%

42


Other

Work

Chill with friends and eatt

Study

Stay in Jack Brown

Other school activitys

study

grab a cup of coffee and study

eat out

Have lunch

Homework

Study

chill with friends

Statistic Value

Min Value 1

Max Value 8

Total Responses 73

12. Do you exercise weekly? (at least 30 minutes at a time)

# Answer

Response %

1 Yes

95 72%

2 No

37 28%

Total 132 100%

Statistic Value

Min Value 1

Max Value 2

Mean 1.28

Variance 0.20


Total Responses 132

43


13. What days of the week do you exercise?

# Answer

Response %

1 Monday

71 72%

2 Tuesday

57 58%

3 Wednesday

69 70%

4 Thursday

56 57%

5 Friday

73 74%

6 Saturday

36 37%

7 Sunday

33 34%

8 None

1 1%

Statistic Value

Min Value 1

Max Value 8

Total Responses 98

14. Where do you usually exercise?

# Answer

Response %

1 At home

45 44%

2 CSUSB Rec Center

59 57%

3

On-campus Outdoors (track, pool etc.)

14 14%

4

Off-campus Gym (24 Hour Fitness, LA Fitness etc)

29 28%

5

Off-campus Outdoors (hiking, walking etc.)

33 32%

6 Other

9 9%

44


Other

muay thai

UV gym

work

on campus exercise class

KIN150A

Statistic Value

Min Value 1

Max Value 6

Total Responses 103

15. How many times per week do you visit the CSUSB Rec Center?

# Answer

Response %

1 1-2

28 52%

2 3-4

14 26%

3 5+

12 22%

Total 54 100%

Statistic Value

Min Value 1

Max Value 3

Mean 1.70

Variance 0.67


Total Responses 54

16. What time of day do you visit the CSUSB Rec Center?

# Answer

Response %

1 Morning

19 36%

2 Afternoon

23 43%

3 Evening

29 55%

4 Night

18 34%

45


Statistic Value

Min Value 1

Max Value 4

Total Responses 53

17. How many hours do you stay at the CSUSB Rec Center, on

average, each visit ?

# Answer

Response %

1 Less than 30 mins

0 0%

2 31 min - 60 mins

23 43%

3 61 mins - 90 mins

23 43%

4 91+ mins

7 13%

Total 53 100%

Statistic Value

Min Value 2

Max Value 4

Mean 2.70

Variance 0.48


Total Responses 53

46


18. What is your estimated fitness level?

# Answer

Response %

1 Olympian Status (Michael Phelps)

4 4%

2 Elite (Arnold Schwarzanegger in his prime)

10 10%

3 Average (Jessica Biel)

51 50%

4 Husky (Adele)

7 7%

5 Thick (Beyonce)

17 17%

6 Chubby (Zack Galifianakis)

4 4%

7 DAYAMN! (Fat Bastard)

1 1%

8 Pudgy (Will Ferrell)

4 4%

9 Fluffy (Gabriel Iglesias)

3 3%

Total 101 100%

Statistic Value

Min Value 1

Max Value 9

Mean 3.76

Variance 3.02


Total Responses 101

47


19. What physical activity classes are you currently enrolled in?

(classes for academic credits)

# Answer

Response %

1 I am not enrolled in any classes

71 76%

2 Body Conditioning

3 3%

3 Jogging

3 3%

4 Weight Training

3 3%

5 Yoga

2 2%

6 Karate

3 3%

7 Self Defense

0 0%

8 Cardio Arts

4 4%

9 Pilates

2 2%

10 Basketball

3 3%

11 Swimming

1 1%

12 Dance

2 2%

13 Other

4 4%

Other

step aerobics

Step Aerobics

dance aerobics

Kinesology

Statistic Value

Min Value 1

Max Value 13

Total Responses 94

48


20. Have you climbed the wall at the CSUSB Rec Center?

# Answer

Response %

1 Yes

40 39%

2 No

63 61%

Total 103 100%

Statistic Value

Min Value 1

Max Value 2

Mean 1.61

Variance 0.24


Total Responses 103

21. How often do you climb the wall ?

# Answer Min Value Max Value Average Value

Standard Deviation

Responses

1 Times per month

0.00 5.00 1.91 1.31 33

22. Have you taken any of the climbing classes offered at the Rec

Center?

# Answer

Response %

1 Yes

3 9%

2 No

32 91%

Total 35 100%

Statistic Value

Min Value 1

Max Value 2

Mean 1.91

Variance 0.08


Total Responses 35

49


23. Which classes have you taken

# Answer

Response %

1 Climbing 101

8 100%

2 Climbing 201

4 50%

3 Climbing 301

3 38%

Statistic Value

Min Value 1

Max Value 3

Total Responses 8

24. Do you know that the CSUSB Rec Center membership cost is

already included in your tuition?

# Answer

Response %

1 Yes

75 88%

2 No

10 12%

Total 85 100%

Statistic Value

Min Value 1

Max Value 2

Mean 1.12

Variance 0.11


Total Responses 85

25. Did you know that the use of the CSUSB Rec Center climbing wall

is also included in your tuition?

# Answer

Response %

1 Yes

59 72%

2 No

23 28%

Total 82 100%

50


Statistic Value

Min Value 1

Max Value 2

Mean 1.28

Variance 0.20


Total Responses 82

26. What other physical activities do you engage in?

# Answer

Response %

1 Running

52 58%

2 Biking

29 33%

3 Swimming

22 25%

4 Hiking

37 42%

5 Court Sports (tennis, basketball etc.)

22 25%

6 Rec Center Gym (Machines)

37 42%

7 Rec Center Classes (Yoga, Zumba etc.)

13 15%

8

Physical Kinesiology Class (Weight Training, Basketball etc.)

13 15%

9 Other

2 2%

Other

Hockey

Statistic Value

Min Value 1

Max Value 9

Total Responses 89

51


27. What are your hesitations about climbing the wall?

# Answer

Response %

1 Nervous

22 24%

2 Embarrassed to fail

16 18%

3 OMG I might break a nail

9 10%

4 Don't have time

39 43%

5 Not interested in trying it

21 23%

6 I do not want to answer

11 12%

Statistic Value

Min Value 1

Max Value 6

Total Responses 90

28. What is your gender?

# Answer

Response %

1 Male

49 37%

2 Female

84 63%

3 Other

0 0%

Total 133 100%

Other

Statistic Value

Min Value 1

Max Value 2

Mean 1.63

Variance 0.23


Total Responses 133

52


29. What is your age?

# Answer

Response %

1 17-24

79 60%

2 25-30

23 17%

3 31-35

7 5%

4 36-40

8 6%

5 40+

15 11%

Total 132 100%

Statistic Value

Min Value 1

Max Value 5

Mean 1.92

Variance 1.92


Total Responses 132

30. Do you work?

# Answer

Response %

1 Yes

88 70%

2 No

37 30%

Total 125 100%

Statistic Value

Min Value 1

Max Value 2

Mean 1.30

Variance 0.21


Total Responses 125

53


31. What is your zip code?

# Answer

Response %

1 Zip Code

124 100%

Total 124 100%

54


Zip Code

92407

91764

91764

92313

92223

91752

92346

92595

91737

92336

92411

92336

92501

92503

92583

92336

91750

92506

92555

92335

92557

92407

92321

92345

92346

91761

91733

92404

91766

92407

92407

92882

92407

91761

92407

55


92407

92407

92407

92407

92407

92407

92407

91764

92407

91764

92407

92407

92407

92407

92407

91730

92407

92345

92374

92407

92373

90247

91730

92544

92407

93536

92405

92407

92881

92583

92407

92336

92404

92563

92346

92335

56


92399

92470

92313

92507

92316

92860

92557

92407

92336

92336

92404

92407

92307

92335

92555

92399

92532

92509

92324

91762

92407

92337

92314

92507

92376

92407

91701

92377

92407

92501

57


Statistic Value

Min Value 1

Max Value 1

Mean 1.00

Variance 0.00


Total Responses 124

32. Thank you for taking this survey. Please feel free to leave any

comments! Have a magical day!

# Answer

Response %

1 Comments

30 100%

Total 30 100%

58


Comments

I was confused on the fitness level question, because there wasn't just a "fit" level.

You're welcome :)

the body type options are not realistic. you should've put thin, toned, chubby, fat, and athletic or something like that.

Great survey! It made me laugh while I was taking it.

I don't have breaks because I have to go back to work in between my classes. Also I cannot climb the wall due to a back injury- 4 torn discs, herniated disc, and a slip disc- so my answer would be due to medical condition.

I don't climb due to old injuries.

I like the body type question!!

Remind students that the use of the rec center is already included in our tuition.

Good Luck on your servey

"magical" day??

The main reason I don't use the wall is because I feel like it would ruin my back day, prematurely tiring out my back muscles and thus hindering my growth. It's on my to-do list before I graduate.

There should be a choice between average and elite

no problem

Interesting survey

would try to climb the wall, just felt I needed to strengthen my arms more. I would also need help as a beginner which no one says nor is it stated that they would help a beginner...wish they would I would feel more comfortable trying it.

Body types: Jessica Biel, average? She's super fit, not average! Average is a Reese Witherspoon, or Jennifer Aniston before losing weight for Friends.

Prior injuries inhibit climbing wall usage

summer is coming up, people will be more active then

GOOD LUCK

Statistic Value

Min Value 1

Max Value 1

Mean 1.00

Variance 0.00


Total Responses 30

59


G. SWOT Analyses

Rec Center Climbing Wall

Strengths Weaknesses

Local/On-campus

Already paid for with tuition

Knowledgeable and friendly staff

Various climbing difficulties

Free certification classes

Free equipment

Free instruction

Low injury rate

Not much advertising

Low repeat customers

Not open during all optimal hours

Opportunities Threats

Increase advertising

Rock climbing popularity on the rise

Internet advertising

Social networks available

High end competitors

Hesitant first timers

Competitors expanding

Low advertising budget

Tennis Courts


Highly athletic

Low cost

Fun

Group activity

Only usable during daylight

hours

No advertising

Low notoriety

No services


Walk by Rec Center to get to courts, advertising

opportunity

Growing in popularity

Taking up time

Close to Rec Center

60


Kinesiology Courses


On-campus

Adds to GPA

More “obligation” to work out

Many classes offered

Instruction

High popularity

Lab fees

Take up time (2 hours, 2 x week)

Low max. class sizes

Can be hard to register


Can be more accessible Take up time

Variety of activities

Hanger 18


Fully geared towards climbing

Moderately high customer reviews

Multiple locations

Group events

Competitions

High budgets

Well trained staff

More expensive

Off-campus

Intimidating for beginners

Some negative reviews


Less intimidating wall(s)

Capitalize on easy accessibility

Reviewers complained about wait times

for service

Rapidly expanding – could expand

locally

Could steal experienced users

61


Threshhold Climbing Gym


*2-3 events daily

*Hours of operation

* Open 7 days a week

*Promotions to attract new members (1

dollar climb for woman on Monday, 5

dollars after 5pm Fridays, refer a friend get

one month free on membership.)

*Community based (spandex nights, movie

night, mustache Mondays)

*Training classes for new climbers

*Price is the same

as

competitor

*Only three locations

*No first timer discount or promotions

*No promotions for men

*Does not accommodate casual climbers

on pricing

*No college discount, fire, military, police,

or youth


*Open more locations

*Expand target market to new climbers

*Price differentiation

*Free rental equipment

*New gym opening up

*Lower price climbing gym

*More classes offered at competitor

School Coliseum


· Pricing

· Open to students and outsiders

· Host variety of events

· On campus

· Limited numbers of actual events

· Limited parking

· No advertising


· Renting location to outside event

planners

· Event center built next to the

school

· Decline in student engagement

62


Kinesiology Classes


On Campus

Already paid with tuition

Classes range all during week

Free equipment use

Variety of classes offer all day

Fun way to exercise with

friends

Limited amount of how many people can join

the class

One specific class offer per day

Advertisement is low

Only two rooms available

Crowded

Limited on instructors


Expand on rooms

Create higher awareness for

classes

Create and offer more classes

Employ more instructors

(creates variety)

Kinesiology classes

The rec center itself (workout machines)

Inner competition on classes (Other gym

classes)

Intramural tournaments

climbing wall (competition)

Students not returning because it’s too

crowded or cannot keep up

class schedule of students

63


Track


Wide space

Free access

Workout outside oppose to

a crowded gym

No fee to use the track

On campus

Low on advertising it

Its hidden

Competition

Daylight use

Opportunity Threats

Hold intramural sports

Get more students to

workout outside

Innovating the track

Creating buddy systems for

the track

The swimming pool

The grass field next to the track

Students go to the rec center since it’s more

visible than the track.

If there is one student they will go to the gym

oppose to going by themselves to the track

64


Rec Center


On campus

Already paid with our tuition

Hours (6am-12pm Mon-Thurs, Fri

6am-10pm)

Offer Sauna, Climbing wall, Gym

classes, Hydro massage, workout

equipment, pool, basketball\soccer

court

Free equipment rent-out (soccer ball,

basketball, tennis, snowboarding

gear)

Host events (ex. splash-a-palooza)

Online advertising (Facebook,

twitter)

Friendly and helpful staff

Familiar faces

Not available to commuters who do not

go to CSUSB.

Hours in the weekend (sat: 8am-6pm

sun 8am-10pm

Low advertising on what they offer

It gets crowded

Opportunity Threats

Host more events

Create more awareness around

school campus

Innovated equipment

Online advertising (Instagram)

Classes offered by the University

Class schedule

Students not coming back due to

machines not working

65


Hiking


Free

Group activities

Outdoor experience

Physical exercise

Not knowing the routes

Challenging

Heat stroke

Death


Create hiking group activities

Discount programs

Training

Competition

Weather

Difficulty

Wildlife

H. Personal interviews

Mason:

Have you ever climbed the rock climbing wall before? Didn’t know it existed.

Are you willing to climb the rock climbing wall now that you know about it? Yes.

Age? 23

Hesitations about climbing the rock wall? No hesitations.

What is your fitness level? Average

Vytas:

Have you ever climbed the rock climbing wall before? Yes.

How many times have you done it before? 1 in my whole lifetime.

Hesitations about climbing the rock wall? Scared I couldn’t do it.

Do you work out weekly? Yes

How many hours a week do you work out/? 4-8 hrs

What is your fitness level?

66


Average

Do you work out at the CSUSB Rec Center? yes

Michael:

Have you ever climbed the rock climbing wall before?

yes

How many times have you done it before?

once

Hesitations about climbing the rock wall? It is time consuming

Do you work out weekly?

Yes

How many hours a week do you work out/?

4 hours


Average

Do you work out at the CSUSB Rec Center?

No

Why not? I go workout with my friend at fitness 19.

Did you know that the CSUSB Rec Center is included in your tuition? Yes

Angie:

Have you ever climbed the rock climbing wall before? Yes

How many times have you done it before? More than 8 times

Hesitations about climbing the rock wall? That I would get a cramp or be too tired to do it.

Do you work out weekly? of course i do.

How many hours a week do you work out/? More than 10 hrs

What is your fitness level? Average

Do you work out at the CSUSB Rec Center? Heck yes

Did you know that the CSUSB Rec Center is included in your tuition? Yes

67


Rick:

Have you ever climbed the rock climbing wall before? No

Hesitations about climbing the rock wall? Too big to do it.

Do you work out weekly? yes

How many hours a week do you work out/? 4 hours

What is your fitness level? Fluffy

Do you work out at the CSUSB Rec Center? yes

Did you know that the CSUSB Rec Center is included in your tuition? yes

Christina:


Yes


A lot of times. 10 Times

Hesitations about climbing the rock wall?

I don’t have any. I just do it.


Oh yea.

How many hours a week do you work out?

7 hours


Fit


Yes, I love it there.

Did you know that the CSUSB Rec Center is included in your tuition?

Yes I did.

Richard:


No, I haven’t.


0 times.


Scared of Heights


Yes


68


4 hours


Fit


Yes


For real? Didn’t know that.

Martha:


No



Too girly


No



Fluffy


Why not?

Too busy


Yes

Cassandra:


No



Scared, afraid of heights


Yes


3 hours


Husky


No

Why not?

Goes to LA Fitness


No

69


John:


Hell nah.



Not strong enough.


I try to.


2 hours


average


no

Why not?

My home gym works well enough


What, no

Presley:


Yes


Once a week



Yes


30 minutes


Fit


Yes

Why not?


Robert:


70


No



Too big


Yes


4 hours


Buff


No

Why not?

Facility is too small


Yes

Joseph:


No I have not


None


I don’t have time. Too busy making money


No


Don’t work out at all.


Thick


Yes.


No

Sara:


No



none


No


71


None


Average


No

Why not?

No time


No

Samuel:


Yes


4 times


It’s time consuming.


Yes


9 hours


Well-fit


Yes


Yes

CSUSB Recreation Center Marketing Campaign

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Transcript of CSUSB Recreation Center Marketing Campaign