This is my analysis of the open-ended question 7, shown above, on the spring 2024 Town of Vienna survey regarding the future of “The Annex”. That’s the name Town staff gave to the former Faith Baptist Church on Center Street, and then to the three-acre property on which that now-razed church once sat.
The short answers are that:
- About 25 percent of survey respondents mentioned “pool” in that response.
- Support for an indoor pool was about twice that for an outdoor pool.
- Respondents were highly concentrated in the area closest to “The Annex”.
- Respondents who asked for “indoor pool” were even more highly concentrated in the area closest to “The Annex”.
My main goal was to use these survey responses to judge likely revenues from the proposed Vienna pool/gym. A rough cut of the resulting finances for the Vienna proposal, based on that, suggests annual operating losses around $1.4M.
I’ll be as transparent as I can about the methods I used to arrive at that last conclusion, in the final section below. But it boils down to using the survey responses to guesstimate the number of Vienna families that might pay $1000/year for membership in this facility.
Part 1: Survey responses and response rate by distance from “The Annex”.
For background, see the Town’s contractor’s analysis posted for the 9/30/2024 Vienna Town Council work session (link to .pdf.). The survey was the last of three Town-run exercises to gauge public sentiment regarding uses of the former Faith Baptist Church property.
The survey was open for the month of April 2024. The survey contractor’s final report was released just a few days ago, in response to a FOIA request. The final version contains 1209 responses, of which 932 provided some answer to the free-form Question 7 shown at the top of the post.
I converted the multi-hundred-page table of responses, from the .pdf appendix of that report, to an Excel (.xlsx) file, which you may access directly by clicking the image below, which will take you to the spreadsheet on Google Documents.
The Town got 1209 usable survey responses, of which 61% were from individuals who self-reported as Town of Vienna residents (below):
I’d guess that the actual proportion of respondents who were Town residents was modestly higher, because many of those who left the “Town resident” question blank reported living in ZIP code 22180 or being within a short distance of “The Annex”.
As with any survey data, you have to keep in mind that people leave some answers blank, and the rest is self-reported data, and so may be subject to error (e.g., for whether or not you live within a mile of “The Annex”). In most of the remaining tables below, I simplify the table by omitting a separately line for “missing” or “blank” or “unknown”.
The Town received some criticism for including non-residents in the survey, but there’s no one obviously right choice regarding that. On the one hand, those outside the Town boundary don’t pay Town taxes. On the other hand, they are potential paying customers for the proposed facility. It was entirely reasonable to include those individuals if the goal was to identify the paying customers for an eventual pool/gym facility on the site of “The Annex”.
The Town asked respondents to indicate how far they live from the site of “The Annex”. Fully 97% of respondents answer that question, so (accepting their responses as accurate), that provides a very good geographic “handle” on the responding population.
Bullseye shortcut for per-capita estimates. Those distances – 1/4 mile, 1/2 mile, and 1 mile — were self-reported on the Town’s survey. I use those to provide approximate per-capita estimates, based on the assumption that population density is reasonably uniform across the bullseye segments. That is, I can substitute simple geometry (the areas of those concentric circles) as a reasonable proxy for relative size of the populations living in each area.
The response rate — fraction of Town population that responded to the survey — was vastly higher in the “inner bullseye” above, the area within a quarter-mile of the side of “The Annex”. If you accept my “bullseye” approximation to the size of the population in each slice of the “bullseye” above, then for the three segments that have a boundary (>1 mile has no external boundary), you find that the survey response rate from those living 1/2 to 1 mile from the site is only 20% of the survey response rate from those living within 1/4 mile of the site.
You have to take that with a small grain of salt, as this is based on survey respondents’ self-reported distance, and it’s not even clear what, exactly, they based their response on. (By car? Straight-line?) But the difference in response rate is so large that the potential error in the self-reported distance measure doesn’t negate this finding.
One-mile ring as proxy for “Town of Vienna”. Finally, below, I end up using the one-mile radius around the site of the proposed Town pool/gym as a rough-but-convenient approximation for “Town of Vienna. That distance corresponds roughly — but only roughly to the Town boundary. It omits the areas south of Tapawingo, and north of Westwood Country Club. It extends slightly beyond the Town boundary to the west. But that’s the point at which the bulk of the survey responses transition from self-reported Town of Vienna residents, to mostly non-residents:
When get to Part 3, the financial analysis, I’ll show the other reasons I have for ignoring the responses from beyond one mile, and simply inflating the remaining responses up to match the 5,400 families in the Town of Vienna.
Part 2: Analysis of survey question 7 to split “pool” into indoor and outdoor.
Click the picture below to go to Google Sheets spreadsheet that allows you to count question 7 responses that contain the specific word or phrase of interest to you.
My first task is to find all the responses to question 7 that said “pool”, and split them into those who wanted “indoor pool” versus those who wanted “outdoor pool”. This, because as I have noted throughout these posts, indoor pools are quite different from outdoor pools. Separately, I need to toss all who said “free pool”, because that’s not an option, and those who said “no pool”.
There was a second open-ended question (question 8 on the survey), but only about 300 people provided any answer to that, and mostly, they repeated what they said in question 7. It would be a slight — but only slight — refinement to include the information from question 8 to supplement what was said in question 7.
A crude word-search of the responses shows that, of the 28% that said pool, most didn’t specify what kind of pool they wanted. So that, when I get to the financial analysis section below, I have to pro-rate those non-specific responses into “indoor” and “outdoor”. That said (see next point), the lines in yellow are a pretty good guide to the fractions that specifically wanted an indoor pool or an outdoor pool (or in some cases, either.)
(Corrected — I swapped indoor and outdoor labels in the original, incorrect version. There were twice as many responses suggesting indoor pool, as there were suggesting outdoor pool).
The upshot is that a) a lot of people said “pool”, and of those who were specific about it, b) indoor pool got about twice as many mentions as outdoor pool.
So I stand corrected, in my previous guess (from the previously published word cloud) that it was more like 50/50, instead of two-thirds/one-third indoor versus outdoor.
Crude word search is useful, but the only way to assign those responses well is to read every response, and provide some judgment as to what the individual was probably asking for. For example, “exercise pool” is probably synonymous with “indoor pool”. By contrast, somebody who wanted access to the local private membership pools was clearly interested in an “outdoor pool”.
For the moment, trust my judgment on correctly flagging Question 7 verbatim responses that said “indoor pool” versus those that said “outdoor pool”. If nothing else, it was a labor-intensive task unlikely to be repeated. (A.k.a., you’re welcome to do it yourself and see how the results change.) And my results are contained in the spreadsheet link at the start of this section.
If you allow me to assign them, then you get the following detailed table and graph.
The first punchline is that 25% of survey respondents legitimately mentioned pool in their responses, and it wasn’t to ask for a free pool. But we already knew that “pool” was mentioned frequently, from the word cloud that accompanied the reporting of the survey results by the Town.
And, as the crude word search suggested, of “pool”, where identifiable, indoor beats outdoor 2-to-1. That, for the minority of answers for which I can infer their preference for one type of pool or the other.
But “can’t tell” beats them both, by a long margin. Lot of people just said “pool”, or variations thereof.
Memo: Two interesting indoor versus outdoor sidelights.
There were two interesting sidelights to my split of respondents into clear “indoor” versus “outdoor” pool requests.
First, “outdoor pool” was preferred by respondents of an age suggesting they were likely parents with young kids. In hindsight, that’s no surprise, but was some validation that I managed to classify the responses correctly.
By contrast, “Indoor pool” was the preference for older adults, which I interpret as an interest in exercise swimming.
I think this provides some justification for what I’ve said throughout this series of posts. Outdoor pools are for fun. Indoor pools tend to be for exercise. And, for sure, the association between age and indoor pool preference matches what I see weekly when I look at the Oakmont REC Center pool. As of mid-morning weekdays, the pool is typically full of lap-swimming adults, with considerable gray hair evident.
But there was also an extremely strong association between “indoor pool” and nearness to the facility. By contrast, respondents interested in an outdoor pool were not clustered near the proposed Annex site.
I’m still pondering this result.
In theory, this means I need to adjust the data for non-response bias. That is, because the respondents were clustered near to the proposed facility, and those respondents had the highest likelihood of wanting an indoor pool, I ought to make some adjustment to make the survey representative of Vienna as a whole. But — see final section — just by chance, for the market (revenue) analysis below, this ends up being a wash. The very low likelihood of wanting in indoor pool by those living beyond 1 mile (and so, by most non-Town respondents) just about exactly offsets the strong desire for an indoor pool, for those leaving near the facility. In other words, roughly speaking, the simple average of the survey responses, as they stand, is a reasonable approximation for my “Town of Vienna” financial analysis below.
So I’m not going to mess around with trying to adjust for survey non-response bias. And I’m not even sure I should, because I’d bet that willingness to respond to the survey is some proxy for likelihood of using the facility when built. In other words, the survey, as-is, might be a better representation of likely pool customers, than if I re-weighted it to show what I would have gotten if the survey response rate had been the same across all segments of the “bullseye”.
I can speculate that exercise swimmers presumably swim routinely and so especially value short travel time to a pool. I can also speculate that the folks living near this facility don’t want the nuisance of an outdoor pool (which is, I assure you, a loud place in the summertime.) I can speculate that those nearest the facility had higher exposure to the Town’s in-person events, where “indoor pool” was the only pool option offered. The truth is that I have no clue what the right explanation is. The observed fact is that people who lived nearest “The Annex” had a much greater likelihood of specifically requesting an indoor pool.
Part 3: Going from “pool” to estimates of memberships and revenue.
In outline, I’m going to do the following.
- Pro-rate the responses of “pool” into indoor and outdoor, to arrive at 18% of respondents who are OK with an indoor pool at “The Annex”.
- Explain why I focus solely on households in the Town of Vienna as the likely customer base for this pool.
- Take 18% of the 5,400 households in the Town of Vienna, then reduce that for:
- Non-response bias: That those who don’t care about “The Annex” (and are unlikely to use it) likely didn’t bother to answer the survey in the first place.
- Intent-to-purchase bias. (That only a fraction of those who said they’d like to see a pool will actually buy a $1000/year membership).
- Admittedly, my estimates for both of those are no more than plausible guesses.
- Count the resulting families at $1000/year, inflate for memberships as a projected fraction of operating revenues, and see how that compares to the projected operating cost for the facility.
I would not take any results here as a firm estimate of anything. And yet, I think that they provide a common-sense indication that the Town’s small rec-center-like facility will likely run a large annual operating deficit.
How large? Best guess, $1.4M, annually.
Details follow.
Part 3.1: Pro-rate all “pool” responses to get “indoor pool”
Starting from the very large table shown above, I estimate that you could reasonably guess that 18% of all survey respondents were in favor of (or were OK with) an indoor pool on the site of “The Annex”.
Part 3.2: The unsolvable problem of “25% upcharge” and other reasons to focus solely on the Town of Vienna.
The Town’s proposal for a small REC-Center-like facility blithely notes that we intend to charge 25% more to non-residents of the Town of Vienna. In prior posts, I’ve said “you can try”.
Here, I explain in detail why this is a problem for the Town of Vienna pool that has no good answer. There is, as far as I can tell, no good way to be fair to Vienna taxpayers, and avoid losing the out-of-Town market to the nearby Fairfax County REC Centers.
The first consideration is taxpayer equity. Put aside that the meals tax is slated to pay for construction. Vienna taxpayers will be subsidizing a significant part of the operating costs of this facility. People outside of Vienna aren’t paying the ongoing taxpayer subsidy required to keep this open.
Practically speaking, you must charge non-residents more, simply out of fairness to your own citizens. (And note that, the higher the level of subsidy required, the more the “up charge” ought to be.) If you project that around one-fifth of the cost of running this will come directly from TOV taxpayers, then the fair upcharge for non-residents would be (20%/80% = ) 25%.
The second, opposing consideration is the presence of nearby competition from the Fairfax County REC Center system. The Town is already proposing to charge TOV residents roughly as much as Fairfax County charges for use of any of the three nearby REC Centers.
Practically speaking, you can’t charge non-residents more, beyond the Fairfax County REC Center rate, or your market for non-Town users melts away, beginning with the sizeable fraction of those individuals who actually live closer to a REC Center than to “The Annex”. Below, I’ve crudely drawn in lines denoting the “halfway between” point.
But in addition, if you note that both the overall survey response rate, and the fraction of respondents asking for indoor pool, both rapidly decline as a function of distance from the facility (before any consideration of an up-charge beyond the Town border), then you realize that any remaining market area beyond the Town of Vienna border probably doesn’t much matter anyway.
There is little in this survey to suggest that people at a distance would be drawn to this proposed indoor pool. There was rapidly dwindling interest with distance. Interest at all (survey response), and on top of that, interest in a pool as fraction of responses.
Numerically, of the population living half a mile or more from “The Annex”, a low fraction bothered to respond to the survey at all. And of those, once you get to a mile or more from the annex, the fraction of respondents who wanted an indoor pool at the annex is lower (than within the one-mile boundary) and plausibly would continue to decline with further distance.
The upshot of all this is that I don’t think I’d make a huge error by concentrating solely on projecting customers for the proposed Vienna pool/gym solely from the 5,400 households in the Town of Vienna proper.
At this point, you may ask, what about those who said they wanted a gym, not a pool. Some responses did say “gym” but not “pool”, but those were relatively few, and would not materially affect the conclusions below.
By contrast, the Town’s proposal projects that half the income from this facility will come from persons living outside of the Town. But they did not acknowledge the presence of the three nearby REC Centers, the dilemma regarding the 25% up-charge, nor were those consultants aware of the rapidly declining survey response rate, and “indoor pool” response percentage, among survey respondents, based on distance from the proposed facility.
In other words, I think the business plan from the Town’s consultants was wildly optimistic in projecting that half the user-fee money would come from non-residents. By contrast, I may be somewhat pessimistic in ignoring the area outside the town entirely. But I don’t think I’m materially understating revenues in doing so.
In fairness, note that the response rate decline may not be entirely cleanly measured in the third ring of the bullseye, as that extends a bit beyond the Vienna town boundary. Not clear if all of those people were systematically surveyed, and was too lazy to check, because for sure, almost all the area of the third ring of the bullseye is, in fact, Town of Vienna land. So the resulting response rate has to be almost right, if “right” means restricted to the portion of the 3rd ring for which a systematic survey was conducted.
Anyway, let me point to the 25% upcharge, wave my hands, and ignore the possibility of selling a large number of pool memberships outside the Town of Vienna.
A lot of things about the apparent sharp decline in interest in an indoor pool, with distance from the indoor pool, bother me. Starting with, maybe the self-reported distance measure is way off, and everybody grossly understates their true distance from “The Annex”. And then, this apparent sharp dropoff of pool demand, with distance, runs completely contrary to my observation that the pool at Oakmont is always well-used by lap swimmers whenever I see it. So I know that dedicated exercise swimmers are willing to travel quite a ways to get to that pool. Why, then, such a sharp decline with distance in the Vienna survey data? Maybe pools surrounded by housing do get a considerable walk-in trade, on top of the widely-scattered regular exercise swimmers. On the other hand, maybe a lot of the “yes” votes for a pool, from those near “The Annex”, aren’t the sort of serious indoor swimming fans who will buy an annual membership. Bottom line is that something about this doesn’t quite square up, and I have yet to pin down what it is. And likely never will.
The contractor’s analysis said to double your Vienna money, to account for business from outside of Town proper. By contrast, I’m saying zero money from outside of Town. I think I’m less wrong than they are. But that’s about as much as I can claim, until such time as the thing is built, the prices are charged, and the patrons do or do not appear from beyond the Town boundary, upcharge dollars in hand.
3.3: Project the financials starting from 18% of 5,400 Town of Vienna households,
If I had to guess, I’d guess a $1.4M annual operating loss. That’s what I project by assuming that 18% of the entire Town of Vienna population would like to see a pool at “The Annex”, but only half of them actually buy a membership.* And that revenues from outside the Town are small enough to ignore, as a result of declining interest with increased distance, and the anti-competitive impact of a “25% upcharge” policy when we have three Fairfax REC Centers nearby.
* Where does 50% come from? Google’s AI tells me that value can occur, when people literally say that they intend to purchase a particular item on a survey. So that seemed like a conservative (small) reduction to take, here. Plus, we all trust AI to tell us the truth, right? The impact of potential non-response bias, by contrast, is just a plausible round number. There is no empirical basis for it whatsoever, in this case.
Another thing in favor of that middle scenario is that the apparent density of memberships per square foot of pool is plausible. Under the middle scenario, the 5500-square-foot pool has 483 paid annual memberships. That’s only modestly higher density of family contracts per square foot than occurs at our nearby private membership pools (as detailed in prior posts on this topic).
Conclusion.
I was wrong about demand for an outdoor pool. The primary demand for a pool at “The Annex” comes from an older population, one that I interpret as being more interested in routine exercise than in “fun for the kids”. Those people clearly want a year-round pool, and they dominate the “pool” responses to the open-ended survey question 7.
That said, I don’t think this survey provides any comfort at all to those who think that the resulting operating losses will be small. Certainly not, if we focus on the 5400 households in the Town of Vienna, and make any reasonable projection of likely annual memberships sold within that population.
Further, the survey results show that interest in what the Town is proposing for “The Annex” declines rapidly with distance, and that on top of that, interest in an indoor pool, among survey respondents, also declines rapidly. Couple that with an almost-certain need to have a big up-charge for non-residents (out of fairness to Vienna taxpayers), and the presence of three nearby Fairfax County REC Centers, and I think it’s hard to justify assuming large amounts of revenue from beyond the Town’s borders.
So, once again, no matter what data source I start from, I still characterize the Town’s decision to build a one-third-scale knock-off of a REC Center as akin to a mom-and-pop retailer deciding to locate next to Walmart. You’re going to take an economic beating for doing that. The only uncertainty is how large a beating you’re going to take.
That doesn’t mean you shouldn’t do it. It just means that as Town Council evaluates the cost-benefit tradeoff for this current proposal, they need to understand that the operating losses — the “forever” taxpayer subsidy needed to keep the doors open — is likely to be a lot more than the few-hundred-thousand that they have been shown.
Addendum: But wait, didn’t the Town already show us that we wanted an indoor pool? And pickleball. Lots of pickleball.
Nope. It might look that way, from the consultant’s report on all this, but you have to track exactly which graphic came from which exercise that the Town conducted.
From the consultant’s report on potential uses for “The Annex”, cited above:
Source: Town of Vienna, Kimley-Horn report, posted with the 9/30/2024 Town Council work sesssion.
I I I missed that, the first few times I skimmed that report, and I can only assume that others did as well. That first Town graphic in this section came from an in-person event, with perhaps 60 persons attending, where “indoor pool” was the only option listed. And was, also, the first option listed.