Virginia Swims

About the Program

Category: Parks and Recreation (Best in Category)

Year: 2016

Virginia Swims is a comprehensive and quality-focused learn-to-swim program that has provided swimming instruction to approximately 150,000 individuals of all ages in Fairfax County since implementation in fall 2012. The curriculum was developed through the Virginia Swims Advisory Group (VSAG), a partnership established in 2011 with several regional jurisdictions and organizations, including the Fairfax County Park Authority, Reston Association, Town of Herndon, Town of Leesburg, and the Reston Community Center. When the American Red Cross (ARC) announced a dramatic shift in their pricing structure, the Fairfax County Park Authority (FCPA) was faced with absorbing several hundred thousand dollars in additional expense and a possible a major service disruption for customers. Through collaboration among jurisdictions facing similar challenges, aquatic professionals with more than 137 combined years of experience developed a financially sustainable way (free from licensing fees) to provide quality swim instruction to the community. Quarterly, ongoing evaluations were conducted measuring multiple aspects of customer satisfaction, loyalty and perceptions of value, and instructor quality. Based on thousands of customer responses, customer satisfaction and instructor quality increased after implementation, in addition to continued growth in revenue and registration. The program continues to be developed and is now expanding across the country as a free resource to other jurisdictions.