Adventure activities emerge as newest trend in active adult programming
BLOOMFIELD HILLS, Mich., April 4 /PRNewswire-FirstCall/ -- Challenging
conventional thinking about "senior" recreation, a recent lifestyle interest
survey conducted by Del Webb communities shows that active recreation,
especially adventurous pursuits such as hiking and river rafting, is emerging
as a top lifestyle interest by the over-age 55 and Baby Boomer crowds.
Unsurprising to Del Webb communities, topping the lifestyle interests were
health and fitness activities including strength training and cardio workouts.
"It's all about the lifestyle at a Del Webb community," said National
Director of Lifestyle Operations for Pulte Homes Judy Julison. "Although
interest in many passive recreation activities still exists, demand for more
active forms of lifestyle programming has emerged as a top priority among
current residents and prospective homebuyers. Even adventure programming, such
as hiking, climbing and river rafting are appealing to a much larger
percentage of our residents than we have seen in past years."
Adventure activities emerging
Swimming, golf, and bowling topped sports, athletic, and outdoor pursuits,
but surprisingly, adventure activities like kayaking, hiking, and even hang
gliding are quickly working their way up the scale. Hang
gliding/parasailing/parachuting was ranked as extremely important(1) as a
lifestyle offering by 6% of the respondents -- nearly equal to the 6.1% of
respondents who ranked competitive running the same.
Team sports like softball and tennis also ranked high. Nearly 20% of
respondents ranked softball extremely important(1) and nearly 25% of
respondents ranked tennis the same.
Leading the charge with adventure programming is Anthem Ranch by Del Webb
outside Denver, Colorado, where lifestyle director Scott Hysler has
implemented skydiving, white water rafting, hot air ballooning, sports flying,
hang gliding and even parachuting adventures.
"The world record for senior rollerblading was set at Sun City Huntley in
Huntley, Illinois," said Julison. "I believe we will continue to see
activities emerge that reflect this newer interest in adventure and other
forms of active versus passive recreation pursuits."
Top sports, athletic and outdoor adventure pursuits:
Activity Percent ranked "extremely important"(1)
Swimming 55.2%
Golf 49.2%
Bowling 34.4%
Fishing 30.1%
Canoeing/Kayaking 26.2%
Increasing in popularity:
Hiking/climbing/rappelling 18.0%
River rafting 17.8%
Downhill skiing 9.1%
Rollerblading 7.3%
Competitive running 6.1%
Hang gliding/parasailing/parachuting 6.0%
Total respondents = 3,584
Health and fitness still strong
Confirming the importance to this demographic of staying in shape, working
out remains a top priority for Del Webb residents and prospective buyers.
Approximately 77% of respondents to the survey indicated they workout at least
three days per week. Fewer than 6% of the respondents indicated they work out
zero days per week.
Among health and fitness related activities, walking and cardiovascular
equipment workouts (treadmills, etc.) top the list. Balance training programs
such as Pilates, Tai Chi, and yoga are on the rise with more than 51% of
respondents saying these were extremely important to programming. At Sun City
Hilton Head in Bluffton, S.C., the trend can be seen in real time: Pilates,
Tai Chi, and yoga were not offered as classes at the community's opening in
1996, but have been introduced in the past few years.
"Although our active adult residents have health and fitness interests
still aligned with those of past years in many ways," said Julison, "We are
witnessing an emergence of new or broadened programming pursuits and a shift
in lifestyle priorities."
An interesting trend seen at communities with a high-percentage of
still-working residents, like Bridgewater by Del Webb outside Detroit, Mich.,
is that fitness facilities get a "workout" earlier in the morning and later in
the evening than those communities with a higher percentage of truly "retired"
residents. Bridgewater residents tend to use the facilities before and after
work, with a general peak in late afternoon and early evening, compared to the
traditional model of peak facility use during the 9 a.m. to 5 p.m. work day.
Top health and fitness pursuits:
Activity Percent ranked "extremely important"(1)
Walking 82.0%
Cardiovascular equipment workouts 78.8%
Health and fitness immunizations 68.7%
Strength/weight training equipment workouts 67.4%
Water aerobics exercise classes/
water-based fitness 63.0%
Swimming 62.5%
Increasing in popularity:
Biking 56.7%
Balance training programs (yoga, Tai Chi, Pilates) 51.3%
Personal training 41.8%
Spinning 18.1%
Total respondents = 3,941
Golf still integral to programming
Golf remains a popular pastime with Del Webb residents and prospective
residents. Nearly 40% of respondents indicated they play seasonal golf at
least one time per week and nearly 65% of respondents indicated they play
seasonal golf at least occasionally. Only 36% of respondents indicated they
never play golf. This compares to a 12.3% golfer participation rate for people
the same ages from the general population of the United States, according to
the National Golf Association.
Internal measurements also suggest that not only are there more golfers
within Del Webb communities but that Del Webb golfers play more than twice as
many rounds of golf as other age 50 and over persons. Golfers at Del Webb
communities play an average of 103 rounds per year across the Sun Belt and 54
rounds per year in the four-season climates. This compares to 19 rounds per
year for U.S. golfers who are 55 to 59 years old, 25 rounds per year for
golfers age 60 to 64, and slightly more than 40 rounds per year for golfers
who are age 65 or older according to the National Golf Foundation.
Of the nearly 80 Del Webb communities in existence today, 19 have at least
one golf course located within the community and 27 offer a golf benefits
program partnering with local courses for discounted rates and fees
exclusively for Del Webb residents.
Golf frequency of play:
Frequency of Play Respondents
Never 35.5%
Less than one time per week 24.6%
1-2 times per week 21.1%
3-4 times per week 15.1%
5-6 times per week 3.3%
7 times per week 0.4%
Total respondents = 3,584
Passive recreation continues to be in demand
Although the trend is toward more active recreation opportunities, passive
recreation options are still integral to Del Webb programming. Creative
outlets are seeing an increase in demand as well as the increasing interest in
technology among the demographic.
In media and technology, general computer technology ranked highest among
interests with approximately 45% of respondents indicating it was extremely
important(1).
Most popular creative outlets were ceramics/pottery/clay works, painting
and drawing, and wood crafting. New fad scrap booking is on the rise within
the group, with 16% of respondents indicating it was extremely important(1).
Top crafts and cultural art pursuits:
Activity Percent ranked "extremely important"(1)
Ceramics/Pottery/Clayworks 28.4%
Painting and Drawing 27.2%
Wood Crafting 27.1%
Stained Glass Making 26.9%
Knitting 22.8%
Total respondents = 3,204
Top media and technology pursuits:
Activity Percent ranked "extremely important"(1)
Computer technology - general 44.4%
Photography 33.5%
Computer Graphics 33.2%
Desktop publishing 27.6%
Televison/Cable TV Programming 25.7%
Total respondents = 3,536
Gender differences
Most questions were similarly answered by both genders, but some stood out
as significant. Both males and females indicated a high percentage of fitness
workouts, with 78% of males and 77% of females saying they workout at least
three days per week.(2)
Men, however, were overwhelmingly more frequent golfers than women. More
than 71% of men indicated they play seasonal golf at least occasionally, with
nearly 46% indicating they play at least one to two times per week. More than
56% of women indicated they play at least occasionally, and only 33% indicated
they play at least one to two times per week.(3)
Lifestyle survey confirms programming
Surveyed on a variety of topics, respondents to the lifestyle interest
survey confirmed current programming in Del Webb communities and affirmed
directions headed toward an even more active lifestyle. Components of
adventure programming have been implemented in several communities since late
2005 and the Company expects to expand the program as new communities open.
"Based on what we know about our residents today and what we have learned
from over 45 years as a leader in the active adult homebuilding industry,
connecting amenity and program offering with how the resident lifestyle is
enriched will continue to remain a critical priority at Del Webb communities,"
said Julison.
"Programming that encompasses multiple dimensions of health and wellness
and responds to new trends and interests that may emerge is a focus for today,
especially as the Baby Boomer generation continues to move in to our
communities and helps to mold the current and future programming options,"
concluded Julison.
About the survey
Conducted under guidance from the ProMatura Group, Pulte Homes, Inc.
surveyed current and prospective residents of its Del Webb communities in
November 2006 on lifestyle interests in an effort to validate current and
emerging trends related to lifestyle amenities, programs and services to
ensure alignment with the needs and interests of our residents and prospective
homebuyers of Del Webb communities. A total of 5,138 people responded to the
survey.
About Pulte Homes
Pulte Homes, Inc., (NYSE: PHM), based in Bloomfield Hills, Mich., is a
FORTUNE 150 company with operations in 52 markets and 27 states. In 2006, it
delivered 41,487 homes and generated consolidated revenues of $14.3 billion.
During its 57-year history, the company has constructed nearly 500,000 homes.
In 2006, Pulte Homes received the most awards in the J.D. Power and
Associates(R) New Home-Builder Customer Satisfaction Study(SM), marking the
seventh-straight year Pulte achieved this distinction. Under its Del Webb
brand, Pulte is the nation's largest builder of active adult communities for
people age 55 and better. Its DiVosta brand is renowned in Florida for its
Built Solid(TM) building system and distinctive master-planned communities.
Pulte Mortgage LLC is a nationwide lender offering Pulte customers a wide
variety of loan products and superior service.
Websites: http://www.pulte.com; http://www.delwebb.com;
http://www.divosta.com
(1) Using a 10-point scale, with 10 as most important, respondents ranked
these items as an 8, 9, or 10.
(2) Male respondents = 1,961; female respondents = 1,779
(3) Male respondents = 1,961; female respondents = 1,779
SOURCE Pulte Homes, Inc.
CONTACT: Caryn Klebba, Corporate Communications Manager, Del Webb brand,
+1-248-433-4840, Caryn.klebba@pulte.com
