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I. Introduction
II. Description of the YMCA
a. History of the YMCA
b. History of Sports in the U.S.
III. Demand for Sports Programs in the Greater Kansas City Area
a. Age Group
b. Driving Distance from YMCA Locations
c. Dominant Tapestries
IV. Supply for Sports Programs in the Greater Kansas City Area
a. Location
b. Category of Sports Programs
c. Types of Sports Programs
V. Actionable Recommendations
a. Age Groups 3 to 9
b. More Partnerships with Schools
c. Daycares
d. Preschools
e. Pediatric Dental & Physician Offices
f. Hispanic population
g. Other marketing suggestions
VI. SWOT Analysis (Strength, Weakness, Opportunity, and Threats)
VII. References
VIII. Appendix
a. Table 1. Total Population for Ages 0 to 4.
b. Table 2. Total Population for Ages 5 to 9.
c. Table 3. Daycares in the area. Target market for ages 3 and 4.
d. Table 4. Preschools in the area. Target market for ages 3 to 4.
e. Table 5. Pediatric Dental & Physician Offices in the Area. Target market for Ages 3 to 9.
f. Table 6. Top 20 Zip Codes with the highest Hispanic population according to 2012 ESRI
demographic data.
g. Table 7. List of Competitors by NAICS Code 711211.
h. Figure 1. Tapestry Definition for Boomsburb
i. Figure 2. Tapestry Definition for Suburban Splendor
j. Figure 3. Tapestry Definition for Aspiring Young Families
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I. Introduction
The Young Men’s Christian Association (YMCA) has been experiencing a decrease in participation in their
sports programs for the past 6 years. However, participation in their bitty programs has increased. They
would like to know how they could increase participation in their programs. About 20% of the sports
program participants come from external sources, meaning they are not members of the YMCA. Finding
out a way to increase this percentage will most likely increase the number of participants in the sports
programs.
II. Description of the YMCA
The YMCA focuses on strengthening the community by providing activities for members to improve any
personal goals they may have and provide a social environment for the community. The first YMCA in
the United States was opened in 1851 in Boston, MA. The YMCA has been around for more than 160
years, improving communities and providing services at reduced rates. The first Kansas City YMCA
branch opened back in 1860. In 2011, the Greater KC YMCA branches served over 174,000 people in our
community.1
Sports programs in the United States have also been around for a very long time. The Little League
organization for youth baseball has been around since 1938, youth football league Pop Warner since
1929, Biddy Basketball since 1951, and U.S. Youth Soccer since 1974.
The YMCA first started providing sports programs in the mid 1970’s by offering Youth Men’s Basketball
first and other sports thereafter.2
When comparing the YMCA to other establishments, they were a few
decades behind on offering this type of service for the community.
The perceptions of each participant in sports programs and sports leagues differ from one another.
There are different perceptions and motivations for wanting to participate in a sport. They range from
just being healthy and active to being the best league in the city. Some sports programs do not give
awards for being the best team and are just participative. These programs are most likely geared
towards individuals who are not driven by competition and just want a way to stay healthy, active, and a
part of a community. On the other spectrum, there are leagues that keep score and competition is
fierce and is a driving force for being involved in sports.
According to U.S. News3
, there has been a continued growth in sports participation for the last two
decades. However, in more recent years, the participation rates have increased, but at much lower
rates. The lower rates are attributed to budget cuts at the school levels for sports programs.
The YMCA was not the only organization forming sports programs for the youth of America. There was
a big boom of competitive sports that emerged in the mid 1970’s. Demand for sports programs during
this time period was high, and for decades now; youth sports has been incorporated into the American
culture. In the next section we will determine what the exact demand for sports programs is in the
Greater Kansas City area.
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III. Demand for Sports Programs in the Greater Kansas City Area
Before we can research the demand for sports programs, we must define some parameters that will fit
the YMCA’s target market. Currently, the YMCA does not employ a particular marketing strategy to
recruit a specific target market. Their recruitment strategies include: sending flyers to area schools,
current YMCA members, users of their YMCA childcare services, and past participants of their sports
programs.
The YMCA should determine their target market by examining: age group, dominant tapestries that will
participate in sports programs, and driving distance from a YMCA location. With more competitive
leagues emerging in the area, the YMCA must concentrate their marketing and establish a certain
percentage of the market share.
Age Group
The YMCA can gear their sports programs to targeting all children between the ages of 3 and 9 years old.
Their new mission statement could be to help introduce sports to young children by teaching them the
rules of the sport, how to play safely, good sportsmanship, and to help them get prepared for sports
teams in their schools by developing skills and getting conditioned. Since enrollment rates into their
bitty programs have increased, households with children aged 3 to 4 should be targeted. Another target
market for the YMCA will be school aged children between the ages of 5 to 9 years old. Around age 9,
children will start to show interest in participating in more competitive leagues. Therefore, this is the
age that the YMCA might start seeing children diverging and start attending competitive sports leagues.
Also, if children are only participating in sports because of parental influences, this is also around the
age where they will elect to quit doing sports.
Map 1 shows a snap shot of just ages 5 to 9. It does not include ages 3 and 4, so the total population
numbers are higher for the YMCA’s sports program then indicated on this map. After analyzing the
population densities by age group in the Business Analyst Online, ESRI; there are about 3000 potential
participants for the YMCA sports program.
Map 1. Total Population Ages 5 to 9 and YMCA Locations.
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Dominant Tapestries
To narrow down this population even further, we can apply dominant tapestries to these areas to find
out if they will most likely enroll their children into the YMCA sports programs. In market research,
dominant tapestries are utilized to help locate households that will best fit their target market.
Definitions of the relevant tapestries for the YMCA sports programs are listed in the Appendix. The
families that are most likely to participate in sports activities include: Boomburgs, Pleasant-ville, Up-and
Coming Families, Milk and Cookies, Main Street USA, Aspiring Young Families, and Suburban Splendor.
However, the Boomburbs, Suburban Splendor, and Aspiring young families are the most populated
tapestries near the YMCA branches.4
The lighter colored regions on Map 2 comprise these dominant
tapestries and it can be seen on the map that the area of Kansas City, KS, Overland Park, Olathe, Lenexa,
Prairie Village, and other surrounding cities are going to be the target market. These cities have
households that will most likely participate in sports activities. On the Kansas City, MO side, we see
dominant tapestries of Modest Income Homes, Hometown, and Simple Living that are near the YMCA
locations. These tapestries have households that will less likely participate in sports activities.
Map 2. Dominant Tapestries near YMCA Locations.
Since the areas on Map 2 that are red and orange in color do not fit the typical tapestries that will
participate in sports programs; they should not be heavily marketed to. One possibility of marketing to
this area will be discussed in the “Actionable Recommendations” section at the end of this report and
will include possibly creating more partnerships with area schools.
Driving Distance from a YMCA Location
To try and narrow down the target market even further, we can apply drive times rings around YMCA
locations. With the assumption that parents will most likely drive a maximum of 5 miles to get to a
YMCA, Map 3 contains rings of 1, 3, and 5 mile radius around each YMCA location.
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Map 3. YMCA Locations with drive time rings of 1, 3, and 5 mile radii.
As we can see from Map 3, the many YMCA locations will cover the target market populations that are
in the area. The YMCA has done a great job at concentrating their branches in highly populated areas,
and areas that are of interest.
From the current address data on Cleaver branch members, we can see (in Map 4 below) the most
concentrated area of members is usually within 5 miles of the branch itself. This highly supports the
assumption that the YMCA should focus on neighborhoods directly surrounding the branches for its
marketing efforts.
Map 4. YMCA locations and Cleaver branch members with children 3 to 13 years old.
Legend
YMCA Locations
Cleaver Branch Members
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Map 5. YMCA locations and Red Bridge branch members with children 3 to 13 years old.
IV. Supply for Sports Programs in the Greater Kansas City Area
To determine the supply of sports programs in the Greater Kansas City Area we must narrow down the
supply by: location, category of sports programs, and type of sports.
Location
To define the Greater Kansas City Area, it includes many cities within the metro area: Kansas City, MO,
Kansas City, KS, North Kansas City, Overland Park, Olathe, Lenexa, Merriam, Mission, Shawnee Mission,
and other surrounding areas.
Map 6. Boundaries of the Greater KC Metro Area with YMCA Locations.
Legend
YMCA Locations
GKC Metro Boundary
Legend
YMCA Locations
Red Bridge Branch Members
8. 7 | P a g e
Category of Sports Programs
Competitors of the YMCA sports programs may include: area competitive sports leagues, sports
programs at area schools, and churches. Competitive sports programs are on a continual rise and just a
snap shot of what programs are in the area we can see the map of the YMCA locations versus Locations
of area Competitive Sports Teams can be seen in Map 7.
Map 7. YMCA locations and Competitor Locations
There are more than 30 different competitive sports teams in the target area. Some major ones include:
Table 1. Competitors of the YMCA
1. YMCA 2. League of Legends
Basketball
3. Premiere Basketball
4. MoKan 5. Agape Hoops
Productions
6. Power Group
Basketball
7. Kansas City Basketball
Club
8. Mid-America Youth
Basketball
9. Great American
Basketball League
10. I9 Sports 11. 3 & 2 Baseball Club of
KC
12. Clay Platte Baseball
League
13. NKCA Baseball League 14. KC East Little League 15. Mac-N-Seitz Baseball
16. Northland Sports
Alliance
17. WYCO Sports 18. Blue Valley
Recreation
19. Heartland Soccer
Association
20. Brookside Soccer Club 21. KC Blaze Soccer Club
22. KC United Youth
Soccer Club
23. Sporting KC 24. Western Missouri
Soccer League
25. Kansas City Soccer
Club
26. KC Metro League 27. Flag Football League
of KC
28. Missouri Wolverines 29. KC Metro Flag
Football
30. North Suburban
Youth Football League
31. KC Chiefs Youth
Football
32. Midwest Youth
Football
Legend
YMCA Locations
Competitor Locations
9. 8 | P a g e
Other than competitive sports teams, there are also sports programs that area schools have and
churches in the community. However, schools’ sports teams usually do not play on the same schedule
as sports programs at the YMCA. Therefore, they are not really competitors of the YMCA. Community
churches that have sports teams also do not fit the profile as a competitor of the YMCA. Typically,
church teams just play other teams within the church, and do not play against members outside of the
church. Their sports teams lack the competitiveness of being best in a league or district. The main
competitors of the YMCA are area competitive leagues, since the sports programs offered at area
schools and churches do not fit the YMCA’s target market.
Types of Sports
The major sports that these programs are all competing for include: basketball, flag football, baseball, t-
ball, and soccer. The next few maps show population densities of households that have participated in
certain sports. From these maps, we can identify which households would be best to target for sports
programs. A trend can be seen that in the Olathe, Lenexa, and Overland Park areas we have greater
percentages of sports participation. The map is categorized by census tracts and so we can examine
neighborhoods easier.
Map 8. Population density of those who participated in baseball.
Map 9. Population density of those who participated in basketball.
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Map 10. Population density of those who participated in football.
Map 11. Population density of those who participated in soccer.
An advantage that the YMCA has over some of their competitors is that they offer all of these sports at
their facilities. Some competitive sports leagues only focus on one type of sport. The bad news is that
there are still some competitors that offer all of these sports as well. One notable competitor is I9
Sports. As we can see in Map 12, the YMCA locations and i9 Sports locations are very close in proximity
to one another, especially in the Lenexa and Olathe areas. There are not as many locations of i9 Sports
near the YMCA branches near Overland Park, Leawood, and Kansas City, MO areas. The sports
programs at these branches can be focused on more because they are further away from the
competitors’ locations.
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Map 12. YMCA locations and i9 Sports Locations.
Through the analysis of the location boundaries, type of competitors and types of sports programs there
is an estimated supply of sports programs for over 10,000 youth participants in the Greater Kansas City
area. This number represents a target market for ages 3 to 17 and so it does not exactly equate with the
results in the supply section (3000 youths, ages 3 to 9). However, it is probably a good assumption to
say that there is a surplus in sports programs in the area. Since there is an over-supply of sports
programs, the YMCA should definitely focus in on a specific target market. The following section
includes some actionable recommendations that can be used to improve sports program participation.
V. Actionable Recommendations
This section will go over some actionable marketing that the YMCA can do to increase their sports
participation. Most of these recommendations will be coming from the research data of the supply and
demand previously discussed, but some will be additional points of recommendations. There are large
tables of data that will all be located in the Appendix section that will be of use to the marketing team
when deciding which areas to target.
Since enrollment rates into their bitty programs have increased, targeting households with children ages
3 to 4 years old, local daycares, and preschools are appropriate to capture this group. Currently, the
YMCA is sending flyers out to area schools, but elementary schools only have children above 5 years old.
Tables are located in the Appendix section that summarizes zip codes of households that have the
highest number of children in this target age group. There are also tables of local daycares and
preschools in the area that flyers can be sent out to. For reasons discussed under the supply section,
another age range that should be targeted is ages 5 to 9. The YMCA should continue marketing to area
schools, but they should only send out flyers up to third grade.
The YMCA should also consider developing more partnerships with area schools. When targeting these
elementary schools it might be to an advantage to reach out to schools that have a latch key
program/afterschool programs already set up. Potential target markets are the students that attend
these after school programs. Often times, families of lower income might have parents that have
multiple jobs and they need to be enrolled into these afterschool programs until the parents can get off
Legend
YMCA Locations
I9 Sports Locations
12. 11 | P a g e
work to pick them up. In partnership with the school, the YMCA can expand their sports programs to
these schools. Often times, this target market may never get the opportunity to attend sports programs
unless it is conveniently located at their school and at times they are already there. If parents of these
children cannot afford to come and pick up their children when school is out; they also may not have the
time to take the children to the YMCA to attend the sports programs. This would be a good target for
the YMCA because it is a market that is separate from that of competitive leagues. Map 13 below shows
areas with incomes less than $25,000. These might be the areas that the YMCA should look into doing
the partnerships with after school programs.
Map13. YMCA locations and household incomes less than $25,000.
A potential new cultural market to increase the number of participants would be to target households of
Hispanic background to possibly increase participation rates for popular sports in the Hispanic
community (ie., baseball, t-ball, soccer).5
New flyers translated in to Spanish would be needed to
market to this target group. Also, the YMCA soccer program is not only playing at their soccer fields at
YMCA branches, but they are also playing at the new Sporting KC Complex.
Map 14. YMCA locations and Hispanic population densities.
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Some other areas that the YMCA can help promote their sports programs might include displaying an
informational booth at sporting events or health fairs to try and promote a fun and healthy living style
for children. Since one of the goals of the YMCA is to help the community become healthier we can still
target young children, but at the healthcare level. We could contact area pediatricians that would be
willing to display YMCA brochures at their offices because with childhood obesity rates and diabetes
rates on the rise, doctors will have to educate their patients on a healthier living style.6
And a part of
the healthy living style is to have an active lifestyle.
If the YMCA wanted to target the participants in i9 Sports, then they will have to change their marketing.
They will have to focus on competition as a main reason for joining. However, if the YMCA did not want
to target i9 Sports, they can just concentrate their marketing on a separate group. As mentioned
previously, their new mission statement could be:
“To help introduce sports to young children by teaching them the rules of the sport, how to play
safely, good sportsmanship, and to help them get prepared for sports teams in their schools by
developing skills and getting conditioned.”
VI. SWOT Analysis (Strength, Weakness, Opportunity, and Threats)
i. Strengths of the YMCA Sports programs
1. Any kid can play, and financial assistance is provided to those who
qualify.
2. A variety of sports programs to choose from: soccer, t-ball,
baseball, basketball, flag football, bitty programs, tennis, volleyball,
bowling, and golf.
3. Partnerships with schools to bring the YMCA sports programs
directly to the schools.
4. Many locations in the greater Kansas City area.
ii. Weaknesses of the YMCA Sports programs
1. Less popular because they are not seen as a competitive
league/association to play with.
iii. Opportunities for the YMCA Sports programs
1. Expansion of partnerships with elementary schools.
2. Target market of children ages 3 to 9.
3. Focusing on healthy lifestyles for children by marketing at health
fairs and at pediatrician offices.
4. Target a new cultural market by marketing to Hispanic communities.
iv. Threats for the YMCA Sports programs
1. Increasing number of competitive leagues in the area.
2. Perception that the YMCA is not as competitive of an organization
to play for.
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VII. References
1
http://www.usnews.com/education/blogs/high-school-notes/2011/09/02/high-school-sports-
participation-increases-for-22nd-straight-year
2
http://www.kansascityymca.org/sites/www.kansascityymca.org/files/2011AnnualReport.pdf
3
http://www.ymca.net/history/1960-1990s.html
4
http://www.esri.com/library/brochures/pdfs/tapestry-segmentation.pdf
5
http://www.nytimes.com/2009/03/08/sports/baseball/08mexicocity.html?_r=0
6
http://www.cdc.gov/obesity/stateprograms/fundedstates/missouri.html
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VIII. Appendix
Table 1. Total Population for Ages 0 to 4.
ZIP
Codes 2012 Total Population Age 0-4 (Esri)
66062 6,345
66061 5,400
64118 3,023
66102 3,017
66048 2,422
64068 2,386
66030 2,301
64133 2,265
66104 2,077
66212 2,064
64012 2,041
64030 2,027
64015 2,021
66106 2,001
64157 1,948
64119 1,913
64055 1,905
64014 1,883
64155 1,782
Table 2. Total Population for Ages 5 to 9.
ZIP
Codes 2012 Total Population Age 5-9 (Esri)
66062 6,803
66061 4,887
64068 2,700
66102 2,685
64118 2,622
65301 2,354
66048 2,322
64133 2,233
64015 2,201
64012 2,127
64014 2,054
66223 2,039
66614 2,035
66213 2,029
66502 1,982
64152 1,951
64157 1,945
66030 1,886
66104 1,883
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Table 3. Daycares in the area. Target market for ages 3 and 4.
Business Address City State ZIP NAICS
My Little Darlings Daycare 2710 Bales Ave Kansas City MO 64128 624410
Lots of Love Daycare 3422 Olive St Kansas City MO 64109 624410
Aquarium Nursery & Daycare 3335 Mersington Ave Kansas City MO 64128 624410
Townsend Home Daycare 3343 Chestnut Ave Kansas City MO 64128 624410
Littlest Unicorn Daycare
4137 Ne Davidson Rd #
171 Kansas City MO 64116 624410
Children With A Purpose
Home Daycare Consulting 3310 Wabash Ave Kansas City MO 64109 624410
Maggie Friends Daycare 6816 NW Blair Rd Kansas City MO 64152 624410
Stepping Block Daycare 7600 NW 74th Ter Kansas City MO 64152 624410
Theresa Mason Daycare 6215 NW 51st Ter Kansas City MO 64151 624410
Kandy's Daycare 1324 W Bluff Dr Kansas City MO 64108 624410
Virginia's Daycare 1123 Cleveland Ave Kansas City MO 64127 624410
Corey's Daycare 1123 Cleveland Ave Kansas City MO 64127 624410
Cotton Candy Daycare
Center, Inc 3505 E 9th St Kansas City MO 64124 624410
Angels Little Lamb Daycare 3700 Woodland Ave Kansas City MO 64109 624410
Jones Daycare 2613 Harrison St Kansas City MO 64108 624410
Nanna B'S Daycare LLC 4015 Woodland Ave Kansas City MO 64110 624410
Little Fingers and Toes
Daycar 4037 Virginia Ave Kansas City MO 64110 624410
Fran S Daycare 2030 NW 50th St Kansas City MO 64151 624410
Penni R Wilson Daycare 4747 NW Riverside Dr Riverside MO 64150 624410
Tiny Heats Daycare 7026 N Jarboe St Kansas City MO 64118 624410
Sheryl Welch Daycare 6525 N Mercier St Kansas City MO 64118 624410
Small World Daycare 7315 N Ava Ave Kansas City MO 64151 624410
Stefs Daycare 1110 Ne 53rd St Kansas City MO 64118 624410
Lil Mandy's Treasures
Daycare 203 Ne 73rd St Gladstone MO 64118 624410
St Charles Daycare 704 Ne Shady Lane Dr Kansas City MO 64118 624410
Ginnys Daycare 4605 N Troost Ave Kansas City MO 64116 624410
Jenn S Daycare 5033 Ne 56th Ter Kansas City MO 64119 624410
Larry's Daycare 6211 E 10th St Kansas City MO 64126 624410
Abundance of Joy Daycare 5003 E 40th St Kansas City MO 64130 624410
Love N Care Daycare 3305 Kensington Ave Kansas City MO 64128 624410
Miss Marys Daycare 5024 E 41st Ter Kansas City MO 64130 624410
Bettys Daycare Service 2321 Jackson Ave Kansas City MO 64127 624410
Little Angels Center of Hope
Daycare 2700 E 75th St Kansas City MO 64132 624410
Michelles Daycare 7029 Monroe Ave Kansas City MO 64132 624410
Turners Daycare 4032 E 70th St Kansas City MO 64132 624410
Love & Care Daycare 7609 Brooklyn Ave Kansas City MO 64132 624410
Little Rascals Christian
Daycare 1170 W 103rd St Kansas City MO 64114 624410
Kc Life Daycare 10819 Wornall Rd Kansas City MO 64114 624410
My Three Sons Daycare 3011 E 59th St Kansas City MO 64130 624410
Gibson Daycare 411 E 80th Ter Kansas City MO 64131 624410
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Candy's Daycare 7224 Highland Ave Kansas City MO 64131 624410
Johnson's Daycare 8101 Campbell St Kansas City MO 64131 624410
Dats Daycare 1851 E 76th Ter Kansas City MO 64132 624410
Home Away From Home
Daycare 5821 Wayne Ave Kansas City MO 64110 624410
Tiny Steps Daycare 5417 Lydia Ave Kansas City MO 64110 624410
Luv Does Matter Daycare Inc 5500 Woodland Ave Kansas City MO 64110 624410
Freda Jones Daycare 5842 Euclid Ave Kansas City MO 64130 624410
Heaven Sent Daycare 9716 Hillcrest Rd Kansas City MO 64134 624410
Little Tots Daycare 7800 E 86th St Raytown MO 64138 624410
Happyland Daycare 5801 E 95th Ter Kansas City MO 64134 624410
Mommies Daycare 8000 E 89th St Kansas City MO 64138 624410
Lil Creative Angels In Home
Daycare 4312 E 53rd St Kansas City MO 64130 236115
Grammees Daycare 7410 Sycamore Ave Kansas City MO 64133 624410
Valories Daycare 7704 Appleton Ave Raytown MO 64138 624410
Ms Lisas Daycare 5516 Hedges Ave Raytown MO 64133 624410
Dee S Daycare 9709 E 77th St Raytown MO 64138 624410
Colemans Daycare 9017 Kentucky Ave Kansas City MO 64138 624410
Elite Prep Daycare Academy 8818 Tennessee Ave Kansas City MO 64138 624410
Kiddie Kide Daycare 12824 Sycamore Ave Grandview MO 64030 624410
Lucky Ducks Daycare 12805 Winchester Ave Grandview MO 64030 624410
A Child's Heart Daycare &
Learning Cente 8212 E 134th Ter Grandview MO 64030 624410
Little Willow Daycare 13620 Lowell Ave Grandview MO 64030 624410
Yvonnes Daycare 7507 E 111th Ter Kansas City MO 64134 624410
Tammy Howard Daycare 6401 E 109th Ter Kansas City MO 64134 624410
Adult Daycare Villas 11515 Hickman Mills Dr Kansas City MO 64134 624410
Kingdom Daycare 11024 Booth Ave Kansas City MO 64134 624410
Sister Lynne's Daycare 8209 E 114th St Kansas City MO 64134 624410
Shelia McCool Daycare 7812 E 108th Cir Kansas City MO 64134 624410
Angie S In Home Daycare 9111 Ne 110th St Kansas City MO 64157 624410
Jeni's Daycare 11112 N Ditman Ave Kansas City MO 64157 624410
Monarch Manor Daycare LLC 1319 Ne 115th Ter Kansas City MO 64155 624410
Mrs Rachels Daycare 805 Ne 108th St Kansas City MO 64155 624410
Crawling To Climbing
Daycare 10704 N Holmes St Kansas City MO 64155 624410
Carrie Gannaway Daycare 11504 N Cherry St Kansas City MO 64155 624410
Denises Daycare 1609 NW 78th St Kansas City MO 64118 624410
Jones Daycare 100 Ne Barry Rd Kansas City MO 64155 624410
Carol Robinson Daycare 5105 Roberts St
Shawnee
Mission KS 66226 624410
Karen Parke Daycare 6465 Brockway St Shawnee KS 66226 624410
Karen E Lohman Daycare 22014 W 59th St Shawnee KS 66226 624410
Laura's Home Daycare 24107 W 80th Ter Lenexa KS 66227 624410
Blair Daycare 1502 W Mulberry St Olathe KS 66061 624410
M M Daycare 25075 W 143rd St Olathe KS 66061 624410
Miss Angels Family Home
Daycare 12672 S Kenton CT Olathe KS 66061 624410
Kathys Daycare 1613 W Elm Ter Olathe KS 66061 624410
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The Learning Garden
Daycare 2613 W Whitney St Olathe KS 66061 624410
Irish Daycare 25128 W 150th Ter Olathe KS 66061 624410
Rebeccas Daycare 314 N Overlook St Olathe KS 66061 624410
Elizabeth's Daycare 1812 W Chambery Dr Olathe KS 66061 624410
Creative Beginnings Daycare 2330 W Post Oak Rd Olathe KS 66061 624410
Small Treasures Daycare
867 S Clearwater Creek
Dr Olathe KS 66061 624410
Growing Hands Daycare 12505 Parallel Pkwy Kansas City KS 66109 624410
St Patrick's Daycare Corp 1080 N 94th St Kansas City KS 66112 624410
Cookies'-N-Milk Inhome
Daycare 1506 N 63rd Ter Kansas City KS 66102 424430
Colorland Daycare 2606 N 63rd St Kansas City KS 66104 624410
K K Daycare Center Inc 2623 N 83rd St Kansas City KS 66109 624410
Nelsons Daycare 2533 N 58th St Kansas City KS 66104 624410
T J'S Daycare 2946 N 52nd St Kansas City KS 66104 624410
I Care Daycare 2618 N 51st St Kansas City KS 66104 624410
Annettes Daycare 3105 Delavan Ave Kansas City KS 66104 624410
Tune Town Daycare 1407 N 48th Ter Kansas City KS 66102 624410
Thomas Christian Daycare 2501 N 51st St Kansas City KS 66104 624410
Linda's Daycare 4200 Waverly Ave Kansas City KS 66104 624410
Maria's Daycare 6014 Corona Ave Kansas City KS 66102 624410
Pansy's Flowers Daycare 1925 N 25th St Kansas City KS 66104 624410
Dorothy Betts Daycare 2120 N 5th St Kansas City KS 66101 624410
The Bible's Angel's Daycare
Home 416 Freeman Ave Kansas City KS 66101 624410
Rosschell Bullock Daycare 1938 N 14th St Kansas City KS 66104 624410
Train Stop Daycare 4661 Swartz Rd Kansas City KS 66106 624410
Debra Corbett Daycare 1404 S Tomahawk Ln Olathe KS 66062 624410
Little Rascals Christian
Daycare, LLC 16550 W 129th St Olathe KS 66062 624410
Rosie Toplikar Daycare 448 E Loula St Olathe KS 66061 624410
Carolyn Hanson Daycare 522 W Park St Olathe KS 66061 624410
Yvonne S Miss Daycare 820 S Weaver St Olathe KS 66061 624410
Janice Daniel Daycare 806 E Layton Dr Olathe KS 66061 624410
Little Stars Daycare 1026 N Buchanan St Olathe KS 66061 624410
Wee Care Daycare 604 W Forest Dr Olathe KS 66061 624410
Rochelle Foster Daycare 301 E Whitney St Olathe KS 66061 624410
Marie Erickson Daycare 805 E Piatt Ln Olathe KS 66061 624410
Discovery Daycare and
Preschool Inc 316 W Santa Fe St Olathe KS 66061 624410
Georgia Seaman Daycare 1515 E 123rd Ter Olathe KS 66061 624410
Susan Gibbins Daycare 1339 E 123rd St Olathe KS 66061 624410
Janice Long Daycare 509 S Cardinal Dr Olathe KS 66062 624410
Kay S Daycare 923 S Hunter Dr Olathe KS 66061 624410
Happy Hearts Daycare 1409 E Butterfield Pl Olathe KS 66062 624410
Daytime Cheer Home
Daycare 140 S Emma St Olathe KS 66061 624410
Stacey Martin Home Daycare 8832 Gallery St Lenexa KS 66215 812210
Lil' Pumpkins Daycare 9135 Loiret Blvd Lenexa KS 66219 624410
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Sheri's Daycare Service 13601 W 95th St Lenexa KS 66215 624410
Patricia Brown Daycare 10231 Noland Rd Lenexa KS 66215 624410
M Dinkins Daycare 10401 Westgate St Lenexa KS 66215 624410
Rebecca Polich Daycare 14037 W 146th Ter Olathe KS 66062 624410
Susan Tucker Daycare 14642 S Constance St Olathe KS 66062 624410
Ashwini Child Daycare 13724 Gillette St Overland Park KS 66221 624410
Dewitz Daycare 14654 S Acuff Ln Olathe KS 66062 624410
Daycare Shining Stores 14800 W 149th Ter Olathe KS 66062 624410
Nikki's In-Home Licensed
Daycare 13720 S Brougham Dr Olathe KS 66062 624410
Sheila R Lawver Daycare 13640 S Locust St Olathe KS 66062 624410
Bestgen Daycare 15904 W 149th St Olathe KS 66062 624410
Home Daycare 14935 S Sturgeon Dr Olathe KS 66062 624410
Rabiya Daycare 12290 S Mullen Rd Olathe KS 66062 624410
Angels Little Daycare 12305 S Foxridge Dr Olathe KS 66062 624410
Kathy Schamlz Daycare 12918 S Arapaho Dr Olathe KS 66062 624410
Clarissa Williams Daycare 14268 W 129th Ter Olathe KS 66062 624410
Christy's Daycare 13105 S Trenton St Olathe KS 66062 624410
Shellee Mosher Daycare
12490 Quivira Rd APT
3220 Overland Park KS 66213 624410
Tami S Home Daycare 10417 Edgehill Dr Kansas City KS 66111 624410
Beal Home Daycare 6511 Ambassador St Shawnee KS 66217 624410
Peace of Mind Daycare 8000 Ryckert St Lenexa KS 66219 624410
Michelle S Tyler Daycare 6743 Red Oak Dr Shawnee KS 66217 624410
Martha Vogel S Daycare 16013 W 82nd Pl Lenexa KS 66219 624410
Mary S Daycare 8167 Constance St Lenexa KS 66215 624410
Judi S Daycare 7915 Woodstone St Lenexa KS 66219 624410
Amanda Caler Home Daycare 16132 W 79th Ter Lenexa KS 66219 624410
Ms. Gabby's Daycare 7755 Allman Rd Lenexa KS 66217 624410
Melissa Jones Daycare 11606 W 60th Pl Shawnee KS 66203 624410
Cuddles N. Crayons Daycare 11601 W 68th Ter Shawnee KS 66203 624410
Brandie' S Daycare 11413 W 70th St
Shawnee
Mission KS 66203 624410
Rose Daycare 7913 Bradshaw St
Shawnee
Mission KS 66215 624410
Susan Smith Daycare 7754 Caenen St Shawnee KS 66216 624410
Vicki Bisby Daycare 10105 W 69th St Shawnee KS 66203 624410
Mock Daycare 11305 W 62nd Ter Shawnee KS 66203 624410
Rita Harveys Daycare 5622 Riggs St
Shawnee
Mission KS 66202 624410
Cheri's Preschool - Daycare 6600 W 76th Ter Overland Park KS 66204 624410
Betty's Daycare 7844 Benson St
Shawnee
Mission KS 66204 624410
Cindys Daycare 5345 Klamm Rd Kansas City KS 66106 624410
Ingalls Daycare 4941 Edgehill St Kansas City KS 66106 624410
Small Creations Daycare 5705 Locust Ave Kansas City KS 66106 624410
A Mother's Love Daycare
Home 5325 Hazen Ave Kansas City KS 66106 624410
Kathryn Keating Daycare 1017 Hasbrook Ave Kansas City KS 66105 624410
Precious Angels Nuturing 1140 County Line Rd Kansas City KS 66103 624410
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Daycare
Wienke Daycare 4936 Buena Vista St Roeland Park KS 66205 624410
Wanda Ice Daycare 4829 W 62nd Ter
Shawnee
Mission KS 66205 624410
Katie's Land Home Daycare 2722 W 79th St Prairie Village KS 66208 624410
Linda's Daycare 7718 Howe Dr
Shawnee
Mission KS 66208 624410
Jeannene Rider Daycare 9227 W 140th Ter Overland Park KS 66221 624410
Dunn S Daycare 14207 EBY St Overland Park KS 66221 624410
Denise Hawkins Daycare
Home 12420 Perry St Overland Park KS 66213 624410
Kasturi Patro Daycare 9803 W 124th St Overland Park KS 66213 624410
Miss Janet's Daycare 8206 W 144th Ter Overland Park KS 66223 624410
Mimi S Daycare Center 8303 W 150th St Overland Park KS 66223 624410
Christines Daycare 9301 W 116th St Overland Park KS 66210 624410
Sally L Cline Daycare 10812 W 105th St Overland Park KS 66214 624410
Susan Olsen Daycare 11517 Mastin St Overland Park KS 66210 624410
Country Kids Daycare 9812 Melrose St Overland Park KS 66214 624410
Ellen M Balke Jones Daycare 9205 W 89th St Overland Park KS 66212 624410
Wooton Daycare Home 10244 W 96th Ter Overland Park KS 66212 624410
Susan A Powell Daycare
Provider 9010 Switzer St
Shawnee
Mission KS 66214 624410
Bonnie Hernandez Daycare 8705 W 90th St Overland Park KS 66212 624410
Debi S Daycare 7615 W 88th St Overland Park KS 66212 624410
Linda Oxler Daycare 11220 Lowell Ave Overland Park KS 66210 624410
Kim Jarett S Daycare 7825 W 116th Ter Overland Park KS 66210 624410
Jane's Daycare 10336 Reeds Dr Overland Park KS 66207 624410
Table 4. Preschools in the area. Target market for ages 3 to 4.
Business Address City State ZIP NAICS
Kids In Christ Preschool 3441 Indiana Ave Kansas City MO 64128 813110
Future Leaders Preschool 3935 Benton Blvd Kansas City MO 64130 624410
Lots of Love
Childcare/Preschool 2326 Montgall Ave Kansas City MO 64127 624410
Brown's Christian Academy
and Preschool 22 E 32nd St Kansas City MO 64111 624410
Presbyterian Preschool 7406 Ward Pkwy Kansas City MO 64114 624410
Learning & Fun Preschool
Corporation 6007 Swope Pkwy Kansas City MO 64130 624410
Happy Day Preschool Inc 6175 Paseo Blvd Kansas City MO 64110 624410
Little Scholars Preschool 7300 Tracy Ave Kansas City MO 64131 624410
Little Scholars Preschool 10125 Bennington Ave Kansas City MO 64134 624410
ABC Preschool Inc 10310 E 63rd Ter Raytown MO 64133 624410
Kiddo's Place Preschool 9140 E State Route 350 Raytown MO 64133 611699
Rose S Daycare Preschool 6705 E 127th St Grandview MO 64030 624410
Mini Campus Preschool &
Child Care Center 12920 Booth Ln Grandview MO 64030 624410
Starshine Preschool 400 W Maple Ave Independence MO 64050 624410
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Little Ponies Preschool 4000 S Bedford Ave Independence MO 64055 624410
A 1 Tiny Tot Preschool Day
Nursery 2534 Queen Ridge Dr Independence MO 64055 624410
Awesome Kids Preschool 14200 Kenneth Rd Overland Park KS 66224 624410
The Learning Garden
Preschool 261 N Overlook St Olathe KS 66061 624410
Wooden Shoe Preschool D
Davi 118 S Montclaire Dr Olathe KS 66061 624410
Pandarama Preschool
Toddler Center Inc 1118 N 7th St Kansas City KS 66101 624410
Small Wonders Preschool 420 E Santa Fe St Olathe KS 66061 624410
Discovery Daycare and
Preschool Inc 316 W Santa Fe St Olathe KS 66061 624410
Tireless Tots Preschool 21162 W 112th Ter Olathe KS 66061 624410
Wee Haven Day Care &
Preschool 9300 Greenway Ln
Shawnee
Mission KS 66215 624410
Shining Stars Preschool 10248 Quivira Rd
Shawnee
Mission KS 66215 624410
Allen Preschool LLC 11060 Oakmont St
Shawnee
Mission KS 66210 624410
Apple Tree Kid's Day Out &
Preschool 10551 Quivira Rd
Shawnee
Mission KS 66215 624410
Sunshine Preschool Inc
12616 W 62nd Ter Ste
118
Shawnee
Mission KS 66216 624410
St Marks Methodist Church
Preschool 6422 Santa Fe Dr
Shawnee
Mission KS 66202 624410
Johnson County Montessori
Preschool 6800 W 80th St
Shawnee
Mission KS 66204 624410
Preschool Days, LLC 10700 Johnson Dr
Shawnee
Mission KS 66203 624410
Let's Grow Preschool 8718 W 62nd Ter
Shawnee
Mission KS 66202 624410
Cheri's Preschool - Daycare 6600 W 76th Ter Overland Park KS 66204 624410
Grace Garden Preschool 10201 W 127th St Overland Park KS 66213 624410
Stilwell Preschool 12563 Barkley St Leawood KS 66209 624410
First Impressions Preschool 10239 Grandview St Overland Park KS 66212 624410
Ktantanim Preschool 9900 Antioch Rd Overland Park KS 66212 611110
Holy Cross Catholic
Preschool 7917 W 95th St
Shawnee
Mission KS 66212 624410
Table 5. Pediatric Denistry & Physician Offices in the Area. Target market for Ages 3 to 9.
Business Address City State ZIP NAICS
Burleson Orthodontics &
Pediatric Denistry 401 Laurus St Raymore MO 64083 621111
Pediatrics Medical Group
4401 Wornall Rd Ste
2718 Kansas City MO 64111 621111
Pediatrics Associates Inc
4400 Broadway St Ste
206 Kansas City MO 64111 621111
Kansas City Pediatrics, L.L.C.
1004 Carondelet Dr #
330 Kansas City MO 64114 621111
Overland Pediatrics and 1004 Carondelet Dr # Kansas City MO 64114 621111
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330
Kansas City Pediatric
6420 Prospect Ave
T509 Kansas City MO 64132 621111
Tenney Pediatric & Medicine
LLC 6501 E 87th St Kansas City MO 64138 621111
Raintree Pediatrics 821 SW Lemans Ln Lees Summit MO 64082 621111
Preferred Pediatrics LLC 241 NW McNary CT Lees Summit MO 64086 621111
ABC Pediatric Therapy LLC
631 Ne Tudor Rd APT
7 Lees Summit MO 64086 621111
Pediatrics Associates
701 NW Commerce Dr
# 102 Lees Summit MO 64086 621111
Lees Summit Pediatrics 2 Ne Sycamore St Lees Summit MO 64086 621111
Spencer and Spencer Pediatric
Dentist 301 Ne Mulberry St Lees Summit MO 64086 621111
Priority Care Pediatrics LLC 9405 N Oak Trfy Kansas City MO 64155 621111
Pediatric Care North, Inc.
8781 N Platte
Purchase Dr Kansas City MO 64155 621111
Shoal Creek Pediatric Dentistry 9051 Ne 81st Ter Kansas City MO 64158 621111
Hilltop Pediatrics Internal
Medicine & Infectious Disease
6850 Hilltop Rd Ste
150 Shawnee Mission KS 66226 621111
Hilltop Pediatrics 1004 Progress Dr Lansing KS 66043 621111
Preferred Pediatrics PA 824 W Frontier Ln Olathe KS 66061 621111
Table 6. Top 20 Zip Codes with the highest Hispanic population according to 2012 ESRI demographic
data.
ZIP
Codes 2012 Hispanic Population (Esri)
66102 13,206
66061 8,248
66106 7,051
66801 6,873
66101 5,739
66062 5,346
64123 5,183
66103 5,110
64124 5,033
64127 4,714
66104 4,186
66441 3,960
66607 3,661
66605 3,619
64118 3,502
66502 3,449
66212 3,425
64126 2,947
65301 2,634
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Table 7. List of Competitors by NAICS Code 711211.
Business Address City State ZIP NAICS
Giants Youth Football Club, Inc. 6004 N Charlotte St Kansas City MO 64118 711211
North Suburban Youth Football
League Inc 2022 Swift Ave North Kansas City MO 64116 711211
Baseball In River Bandits 5606 N Poe St Kansas City MO 64119 711211
Kansas City Soccer Dome Inc 5909 Equitable Rd Kansas City MO 64120 711211
Millhouse AEP & Baseball 6607 Royal St Pleasant Valley MO 64068 711211
K.C. Bengals Youth Football
and Cheerleading Org. 8313 E 49th St Kansas City MO 64129 711211
South Surburban Junior
Football Association 7125 E 69th Ter Kansas City MO 64133 711211
Raytown Soccer Club 6029 Raytown Rd Raytown MO 64133 711211
Lee's Summit Soccer
Association 1901 SE 5th St Lees Summit MO 64063 711211
Missouri Mavericks, L.L.C.
19100 E Valley View
Pkwy Independence MO 64055 711211
Pop Warner Football 1707 N Pearl St Independence MO 64050 711211
Heart of America Pop Warner
Football League 2801 S Necessary Rd Independence MO 64057 711211
Harrisonville Youth Football
League Hyfl 22706 E 283rd St Harrisonville MO 64701 711211
Harrisonville Youth Football,
Inc. 28714 S Walker Rd Harrisonville MO 64701 711211
Park Hill Football 7701 NW Barry Rd Kansas City MO 64153 711211
Liberty Pop Warner Football Inc 725 Northpoint Ave Liberty MO 64068 711211
Tomeon De Los Barrios 4601 State Ave Kansas City KS 66102 711211
T-Bones Baseball Club, LLC
1800 Village West
Pkwy Kansas City KS 66111 711211
Olathe Soccer Club 1501 E 151st St Olathe KS 66062 711211
Fun Girls Basketball League 11909 Westgate St Overland Park KS 66213 711211
Shawnee Soccer Club 6711 Hauser Dr Shawnee Mission KS 66216 711211
Smnw Cougar Football Booster
Club 12701 W 67th St Shawnee KS 66216 711211
Kansas City Mystics Womens 7604 Wedd St Shawnee Mission KS 66204 711211
Soccer Execellence Inc. 8255 Melrose Dr Overland Park KS 66214 711211
All American Indoor Sports, Inc 8045 Flint St Shawnee Mission KS 66214 711211
The Football and Cheerleading
Club of Johnson County Inc
6740 Antioch Rd Ste
250 Shawnee Mission KS 66204 711211
Shawnee Mission North
Football Club 7401 Johnson Dr Shawnee Mission KS 66202 711211
Blue Valley Soccer Club, Inc 13700 Switzer Rd Overland Park KS 66221 711211
Mokan Sports LLC 12828 Flint St Shawnee Mission KS 66213 711211
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Figure 1. Tapestry Definition for Boomsburb
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Figure 2. Tapestry Definition for Suburban Splendor
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Figure 3. Tapestry Definition for Aspiring Young Families
