Avenidas II

Round
Spring-Summer 2022
Project Location
Palo Alto, CA
Project Type
Fast track
Project Focus
Earned Income,
Market Analysis
Organization Type
Arts & Culture,
Health,
Human Services

Organization

The mission of Avenidas is to help older adults in the Mid-Peninsula community be as active, engaged, and healthy as possible throughout their lives by providing relevant services and programs. Avenidas serves more than 5200 people a year and is the go-to place for information, services, and activities offered through a number of programs.

For more than 50 years, Avenidas has been creating innovative programs, providing resources, and coordinating services for older adults and their families. Avenidas’ vision is to be the leader in the creation of a community that supports and celebrates its older adults. It is continually experimenting and responding to the needs, desires, and demographics of the changing face of positive aging.

Issue

How can the Avenidas Chinese Community Center generate revenue to sustain its activities and support its growth?

Situation

One of Avenidas’ newest programs is the Avenidas Chinese Community Center (ACCC), opened in 2018, serving bilingual and monolingual seniors from the Chinese community. Offerings include classes, activities, workshops, and cultural events bilingually in English and Mandarin, including Ba Duan Jin, Chinese Brush Painting, Cantonese, and more.

Except for an annual membership fee and a few select classes, all activities offered by ACCC are free for members. At this time, there is very little revenue from program fees. The program is primarily funded by a private donor; current funding will allow the program to operate for approximately three more years.

The move to 100% online classes at the start of the pandemic in March 2020 has expanded the reach of the ACCC program to include people from all over the Bay Area, the state, and indeed the United States. A few participants join programs from other countries as well.

At one point, Avenidas was approached by a member of the San Ramon Senior Center who wondered if there was a way to have ACCC programming broadcasted to their senior center, where they have a large number of Chinese participants, but no specific programming for them.

Project Overview

Avenidas would like an ACT project team to help explore options for generating revenue in the Avenidas Chinese Community Center, so the Center can remain sustainable and perhaps can expand to provide services throughout the Bay Area and California…and maybe the United States! The project team may explore potential collaborations and partnerships as revenue sources. The project will include market research and financial analysis to address these questions:

  • Is it culturally appropriate to charge a fee for classes such as Tai Chi, line dancing, learning Cantonese, etc? Would Chinese older adults pay for these classes, whether they are offered online or in person? What fees would the market bear?
  • What is the feasibility of selling ACCC programming to other senior centers? Is there a market for this? What might be the pros and cons of doing this? How to determine the fee for this service?

Other

This is a Fast Track project:

  • Scope: Focused, specific organizational issue
  • Team Size: 3-4 consultants
  • Project Duration: 3 months
  • Estimated Time Contribution: 25-30 hrs total (per consultant)

Read more about the Fast Track Project Consultant role.