Flower City Academy™
Business Plan
Mollie Foust
Flower City Academy
865 W. Main St.
Rochester, NY 14611
(585) 889-4840
www.flowercitysoccerleague.com
Mollie Foust—Flower City Academy™ Feasibility Plan 2
I. Table of Contents
I. Table of Contents....................................................................................2
II. Executive Summary................................................................................3
III. General Company Description................................................................5
IV. Management and Organization...............................................................7
V. Services...................................................................................................8
VI. Marketing Plan......................................................................................12
VII. Plan for Further Action.........................................................................16
VIII. Appendices............................................................................................17
Mollie Foust—Flower City Academy™ Feasibility Plan 3
II. Executive Summary
Flower City Academy ™ is a community-based non-profit academic-empowerment
program serving urban youth recreational athletes in Rochester, NY. In November
2008, Flower City Academy™ partnered with Flower City Soccer League (FCSL)
and the Rochester Parks and Recreation Department to pilot the program in two
locations. The Flower City Academy™ curriculum is based on the Search
Institute’s 40 Developmental Assets and meets the National Afterschool
Association’s Standards for Quality School-Aged Care.
The purpose of the Flower City Academy™ is to:
Increase youth literacy and math skills, academic achievement and test scores of urban youth recreational athletes
Empower youth to gain self-esteem and the ability to set meaningful goals
Establish positive adult relationships with the youth Provide a safe alternative during the afterschool hours for youth Facilitate connections between skills learned through sports and skills
needed for academic success
What sets the Flower City Academy™ apart from other tutoring and empowerment
programs is the integrative and comprehensive curriculum that specifically targets
urban recreational youth athletes. A recreational athlete is an individual who
participates in a house or recreational sports league, as opposed to a travel,
premier, or club team. Recreational leagues are typically open to anyone willing to
participate and do not have a try-out process. In the Flower City Academy™, tutors
and coaches follow the same curriculum and communicate with one another to
support the entire athlete. The fluid program structure could allow for further
growth into other local recreation leagues and youth sports organizations, which
can adopt and mold the Flower City Academy™ into their pre-existing program
structures.
According to a 2007 study by the Children’s Agenda, only 230 after school
programs served 8,000 children ages 3-17 in Monroe County. That is just 6.2% of
youth in that age group. While there is clearly a need for more quality after-school
programs, quality is the operative word as many of them do not follow research-
based or accredited standards. The Flower City Academy™ is a community-based
organization that works within the current systems. An inventory of those
Rochester afterschool programs found that 93% of afterschool programs offered
some type of athletic activities and 88% offered some form of academic assistance.
However none of the academic supports targeted athletes and only 4% of those
who participate in sports programs also attended academic assistance programs.
Mollie Foust—Flower City Academy™ Feasibility Plan 4
These statistics reveal a glaring disconnect between sports and academic and
present a need for new mechanisms to be developed to encourage and attract
athletes to these academic services.
FCSL currently serves over 700 youth ages five to seventeen in every
neighborhood of Rochester. The Flower City Academy™ is designed for youth ages
11-12 because that age group shows the most significant drop in academic
achievement and test scores. Currently, FCSL has 117 youth who fall into that age
range at ten separate locations. By the 2009-2010 season, the Flower City
Academy will be active in each of those sites servicing all 117 FCSL youth. The ten
sites are: Flint Street Recreation Center, Carter Street Recreation Center, North
Street Recreation Center, Baden Street Settlement, #42 School Recreation Center,
Webster Avenue Community Center, Avenue D Recreation Center, Monroe YMCA,
Bulls Head Gym, and Volunteers of America.
The Flower City Academy™ is specifically targeted to the needs of youth
recreational athletes. As agreed upon with the FCSL partnership, participation in
the Flower City Academy™ is free to athletes who participate in the league.
Funding will be secured through grants, in-kind donations, team sponsorships, and
other donations. In-kind donations of facilities will be given by the City of
Rochester Department of Parks and Recreation, various schools, and neighborhood
associations. Additionally, FCSL will host an annual fundraiser “Corporate Soccer
Challenge,” with proceeds going to all programs within FCSL including the Flower
City Academy™. Start-up costs for the Flower City Academy™ are $113,400.00.
This amount includes transportation, tutor training, facilities, tutor and participant
recruitment, and educational materials for ten sites. After accounting for in-kind
donations, the actual amount of cash needed to start-up at ten sites is $37,200.00.
Mollie Foust—Flower City Academy™ Feasibility Plan 5
III. General Company Description
Flower City Soccer League (FCSL), a non-profit urban youth soccer league,
provides over seven hundred Rochester youth the opportunity to participate in an
alternative athletic activity during the afterschool hours. With over forty-five teams
in the league, FCSL attracts a wide spectrum of youth from every Rochester
neighborhood. As stated in its mission statement, FCSL stresses not only the
athletic development of its participants but equally the enhancement of life skills
and improvement of academic performance for all players. The Flower City
Academy™ is a program currently working within the structure of the larger FCSL
organization. The mission statement of the Flower City Academy™ is to connect
the skills learned in sports and school through enhancement programs, tutoring,
and ethics courses.
The Flower City Academy™ will offer services through community
organizations, recreation centers, neighborhood associations, schools, and
churches that participate in recreational sports leagues. For the first two years,
the program will focus on athletes ages eleven through twelve who participate on
teams in FCSL. Each subsequent year, the Flower City Academy™ will add age
groups and teams until services are available to all participating youth in FCSL.
The goal of the Flower City Academy™ is to create an integrated sports-
empowerment program and become a leader in youth athletics, academic and
character-building services. In achieving this goal, Flower City Academy™ will:
Increase youth literacy and math skills, academic achievement and test scores of urban youth recreational athletes
Empower youth to gain self-esteem and the ability to set meaningful goals
Establish positive adult relationships with the youth Provide a safe alternative during the afterschool hours for youth Facilitate connections between skills learned through sports and skills
needed for academic success
Creating a comprehensive, attractive, and effective program is the most important
aspect of the Flower City Academy™. Parents, youth, tutors, and coaches must feel
comfortable with the program and participate in improvements and strategic
plans. Afterschool programming is a booming industry as more research is done of
the positive affects afterschool programs have on juvenile violence, teen
pregnancy, academic achievement, and self-esteem. Furthermore, childhood
obesity and health are currently hot topics so more pressure is being placed on
organizations to provide athletic-based afterschool programs. Flower City
Academy™ is in a prime situation for engaging both of these focus areas because it
facilitates the interaction between structured physical activity, academic
assistance, and ethics/character building.
Mollie Foust—Flower City Academy™ Feasibility Plan 6
The Flower City Academy™ will engage in a three-phase marketing plan:
Phase I: Internal Marketing—This phase will consist of marketing within
FCSL to parents,
youth, and recreational centers
Phase II: Partnerships: In this phase, Flower City Academy™ will expand
the program to new
leagues and organizations throughout the city.
Phase III: Corporate Sponsorship: The final stage will be a city-wide,
corporate marketing
strategy for team sponsorships, tutors, and equipment.
Flower City Academy™ is dedicated to the enhancement of current urban athletic
programs. Although there are hundreds of afterschool programs in Rochester that
attempt to increase academic achievement or provide fun activities for kids, none
exist which successfully bridge the skills learned in both aspects of life. By
acknowledging these connections and specifically targeting urban youth athletes,
the Flower City Academy™ will have greater impact on all aspects of the youth’s
life than separate activities.
Mollie Foust—Flower City Academy™ Feasibility Plan 7
IV. Management and Organization
The success of the Flower City Academy™ relies on a strong and effective team.
The initial partnership with FCSL provides a foundational management structure
for the program, however additional personnel are needed for volunteer
management. The following people are key players:
Mollie Foust, Founder and Executive Director of Flower City Academy™
Mollie Foust is the founder and acting director of the Flower City Academy™
program. She will oversee the implementation of the program at each site, help
with recruitment and training of tutors, and provide support and evaluation for all
aspects of the program. She successfully completed a pilot of the program at three
locations in April 2009 and is a graduate of the University of Rochester. Foust is
also a voracious grant writer and has written several proposals for local
foundations.
Jason Perry, Executive Director FCSL
Jason Perry, a former Rochester Rhinos player, will work with Mollie Foust to
recruit teams for participation in the program and maintain strong communication
between the coaches and the tutors. He has been the Executive Director for FCSL
for 2 years and is eager to develop the youth development side of the league. Perry
will also assist the Flower City Academy in marketing and identifying appropriate
funding sources.
Debbie Torres, Office Assistant
Debbie Torres is responsible for organizing paperwork, making phone calls, and is
essential for the healthy functioning of the organization. She has worked with
FCSL for over three years and has agreed to adopt the Flower City Academy™ into
her duties.
Carolyn Niehaus, Marketing Director
Carolyn Niehaus worked closely with Mollie Foust as a tutor in the pilot programs.
She deeply understands the demographics and needs of the tutor target population
as well as the needs of the program and is responsible for successfully marketing
the program to local colleges as well as community members. Niehaus’ BA in
English will enable her to write press releases, provide marketing materials, and
assist in grant-writing for the program.
Ryan Sullivan, Finance Director
Mollie Foust—Flower City Academy™ Feasibility Plan 8
Ryan Sullivan holds degrees in Economics and Finance from the University of
Rochester and will be responsible for maintaining sound financial records for the
Flower City Academy™. He worked closely with Jason Perry and Mollie Foust
during the pilot programs and is extremely familiar with non-profit and sports
management.
College Interns
College interns will provide support for the operational aspects of the program
without additional costs. Two interns will be “overseeing” five sites each, making
sure tutors complete all paperwork and have adequate supplies. An additional
intern will provide website and database support for the program.
Mollie Foust—Flower City Academy™ Feasibility Plan 9
V. Services
Flower City Academy™ is an academic-empowerment program serving urban
youth recreational athletes in Rochester, NY. Through tutoring, ethics and
character-building courses, community-service, and a well-developed incentive-
program, the Flower City Academy™ will:
Increase youth literacy and math skills, academic achievement and test scores of urban youth recreational athletes
Empower youth to gain self-esteem and the ability to set meaningful goals
Establish positive adult relationships with the youth Provide a safe alternative during the afterschool hours for youth
athletes Facilitate connections between skills learned through sports and skills
needed for academic success
The Flower City Academy™ curriculum is based on the Search Institute’s 40
Developmental Assets. What sets the Flower City Academy™ apart from other
tutoring and empowerment programs is the integrative and comprehensive
curriculum that specifically targets urban recreational youth athletes. A
recreational athlete is an individual who participates in a house or recreational
sports league, as opposed to a travel, premier, or club team. Recreational leagues
are usually open to anyone willing to participate and do not have a try-out process.
Flower City Academy™ chose to partner with FCSL because 1) it provides soccer
instruction year round, 2) youth ranging in age from 4-17 are eligible to
participate, 3) has a 15-year foundation including strong partnerships with the
Rochester Department of Parks and Recreation, 4) part of the league’s mission is
to enhance the life-skills and academic performance of participants. Past efforts by
FCSL to improve academic achievement, including highest G.P.A. awards and
tutors by-request, have fallen short as evidenced by exceedingly low New York
State Test scores in the Rochester City School District. In 2007 alone, only 51% of
third through sixth graders in the RCSD performed at grade-level in math on their
New York State Tests, and only 45% of the same group performed at grade-level in
ELA1. In grades seven and eight, the scores drop even more dramatically to 29%
passing in ELA and 20% passing in math. These low scores are amplified when
compared to the passing rates in other Monroe County districts. In Henrietta, 81%
of third through sixth graders performed at grade-level in ELA. Similar
achievement levels can be seen in Webster, Brighton, and Pittsford, where the
1 Taken from Presentation of Superintendent Brizard's Action Plan, March 28, 2008,
http://rcsdk12.org/district/Superintendent.htmMollie Foust—Flower City Academy™ Feasibility Plan 10
number of third through sixth graders achieving at-grade level in 2007 reached
87%, 89%, and 95%, respectively.
Despite the fact that the majority of FCSL teams reside in city recreational centers
where academic services may be offered, very few facilities follow curriculums
with trained facilitators and only a handful of sports players take advantage of
these services. Additionally, some teams are neighborhood or community-based
and cannot offer any type of academic assistance to their players. The Flower City
Academy™ recognizes these challenges to youth urban sports leagues and offers
an enhancement of the pre-existing programs offered by the recreational facilities.
Currently, the Flower City Academy™ is in the piloting stage.
General Program
The Flower City Academy™ will provide high-level academic assistance through
one-on-one tutoring, peer-to-peer learning, math and literacy games, and ethics
workshops to Rochester recreational athletes. In partnering with FCSL, the Flower
City Academy will first pilot the program in the Under-12 division (ages 11-12) of
FCSL. This age group was chosen because the Rochester City School District
identified seventh grade as the critical year in declining test scores. In adopting
the Flower City Academy™, FCSL will achieve the following goals:
1. Develop and implement a twelve-week academic tutoring curriculum for youth ages 8-12 who participate in the FCSL league.
2. Pilot the program in three FCSL locations. The pilots will evaluate the design of the Flower City Academy™ and help aid in the refinement of the program.
At the conclusion of the pilot programs, the Flower City Academy™ will implement a seven-year strategic plan that will oriented towards these additional goals:
3. Facilitate the adoption of the Flower City Academy™ in recreational facilities that already provide academic assistance. This will include the training of current staff members as well as a restructuring of the existing programs to include an evidence-based curriculum.
4. The Flower City Academy™ will become a model for Rochester youth sports programs and will share its expertise with other local athletic leagues through community workshops, lectures, and youth-led seminars.
Facilities
With over 83% of Rochester school-aged children eligible for free or reduced
lunch, athletes will not be required to pay an additional fee to their league to
participate in a Flower City Academy™ program. However, several in-kind
Mollie Foust—Flower City Academy™ Feasibility Plan 11
donations will be required of teams wishing to implement the Flower City
Academy™ into their program.
1) A location must be identified and paid for by each team. In the case of FCSL, most facilities are donated in-kind through the Rochester Department of Parks and Recreation because they field teams. The facility should be a place the team already goes to or practices and have tables, chairs, lights, and basic storage facilities for craft materials, books, and/or educational materials.
2) A site-manager must be established at each location to oversee the successful implementation of the Flower City Academy™ program into the pre-existing programs available at the center.
Program Outline
The Flower City Academy™ program meets three days a week for 1.5 hour
sessions. Schools, recreation centers, and community organizations wishing to
participate in the Flower City Academy™ program must adopt the Flower City
Academy™ model, including the PASS points incentive program, and provide
tutoring and ethics options.
o Ethics/Values Curriculum Based on “best practices” literature and the Search Institute’s
40 Developmental Assets. Youth will receive ethics/values classes twice a week at their
individual sites as well as every other Saturday morning in a large-workshop format.
Ethics teachers will be recruited and trained from area colleges and industries [more information about how these teachers are trained in following sections].
o Tutoring Component Flower City Academy™ participants will receive individual
tutoring from local University students and community members two to three days per week. [more information on how tutors are selected and trained in following sections]
Math and literacy games will be played at each session to improve critical thinking skills and enhance the work the athletes do in school.
o Athletic Participation All youth in Flower City Academy™ must be members of a
participating league and is required to follow all rules, regulations, and guidelines for participation in that league.
Practice and games will be once to twice a week at times separate from the Flower City Academy™
Coaches will be volunteers from local recreation centers, schools, churches, parents, and college students.
o PASS points incentive program Participation, Academics, Sportsmanship, and Service Designed to encourage positive and responsible citizenship
among Rochester youth. Mollie Foust—Flower City Academy™ Feasibility Plan 12
PASS points can be awarded to students for a variety of reasons, including attending workshops and tutoring sessions, encouraging peers, positive attitude, controlling the behavior, and exceptional sportsmanship.
Coaches, tutors, ethics mentors, peers, parents, teammates, facilities’ staff and volunteers, and other league-related members can grant PASS points to any registered league player.
Youth participate in the Flower City Academy™ program as a team. This structure
increases the bonds they feel and helps bridge connections and understanding
between teammates. For example, a kid might not be a great athlete on the field
but is extremely good at math. Since FCSL (and the majority of other recreational
sports) teams are community-based, not school based, most teammates do not
attend the same school. Having teammates recognize the positive contributions
each person brings to the team, even if they are not the most skilled, help to
solidify bonds, increase self-esteem, and reduces conflict among team members.
Insurance is covered by the $10 registration fee paid by the athlete to participate
in the league each year and is carried by the New York State West Youth Soccer
Association.
Tutors
Tutors are equally important to the successful implementation of the Flower City
Academy™ as the youth athletes. Designed to be creative and interactive for both
the tutor and the youth, the Flower City Academy™ Tutoring and Ethics
Curriculum enables the tutors as well as the youth to recognize their cultural
capital and use their strengths to design their own program. The purpose is to take
the strengths of each and empower both sides to create something tangible with it.
The underlying features of the curriculum are based on the Search Institute’s 40
Developmental Assets as well as the National Afterschool Association’s Standards
for Quality School-Age Care.
Tutors are recruited from local colleges and universities including the University of
Rochester, Nazareth College, SUNY Brockport, and St. John Fisher College.
Additional volunteers are found through advertisements on volunteermatch.com,
craigslist, and through word of mouth.
All tutors are given an intensive half-day training in which they are taught the
curriculum, identify their cultural capital, participate in several of the activities,
and build connections with each other. Additionally, all tutors fill out risk-
management forms that are used to perform background checks on each candidate
before they are allowed access to the youth. Refresher trainings will occur during
Mollie Foust—Flower City Academy™ Feasibility Plan 13
the middle of the program to reinforce particular topics and address issues the
tutors may be having.
Mollie Foust—Flower City Academy™ Feasibility Plan 14
VI. Marketing Plan
Market
Flower City Soccer League
• Serves over 700 youth ages 5-17• 78% African American, 14% Hispanic, 8% Caucasian • Over 89% live below poverty line• Youth from every neighborhood of Rochester but large concentrations in
14605, 14621, 14611, and 14609 zip-codes (part of Rochester’s crescent)• 92% male, 8% female (though growing)
Market Share: 117 FCSL participants ages 11-12 (16% of FCSL population)
Rochester City School District 34,000 kids 50% of schools at 90% poverty or higher Highest poverty rate among NYS Big 5 districts per capita 88% of students are eligible for free/reduced-price lunch Student performance declines between 4th and 8th grade among those who
were meeting standards in 4th grades.
Target Market Share: 10% total RCSD population in seven years (3,400 youth)
Tutors
College Studentso University of Rochester
4,500 Undergraduates, 9,300 students total 4 recognized official tutoring programs 20 varsity sports teams
o RITo Nazareth Collegeo SUNY Brockporto St. John Fisher
Community memberso Business peopleo Professional athleteso Teacherso Retirees
Target Market Share: 200 committed and trained tutors in five years
Barriers
Resistance by Recreation Centers Funding How could the following affect your company?
o Change in technology—positively: utilization of new technologies to help make connections between academics and athletics
Mollie Foust—Flower City Academy™ Feasibility Plan 15
o Change in government regulations—provide more services through the schools could reduce the need for the tutoring aspect of this program. However, connections always need to be made between academics, athletics, and life-skills
o Change in the economy—reduced amount of grant funding available
Product
Features and Benefits• Specifically targets youth recreational athletes• Based on Search Institute’s 40 Developmental Assets• Meets National Afterschool Association’s Standards for Quality School-Aged
Care• Curriculum integrates academics and athletics• Provides structured activity during afterschool hours• Increase youth literacy and math skills, academic achievement and test
scores of urban youth recreational athletes• Empower youth to gain self-esteem and the ability to set meaningful goals• Establish positive adult relationships with the youth• Provide a safe alternative during the afterschool hours for youth• Facilitate connections between skills learned through sports and skills
needed for academic success
Customers• Parents• Youth• Tutors• Coaches• Other Leagues
CompetitionTable 1: Competitive Analysis
FACTORFlower
City Academy™
Strength WeaknessCompetitor A (ROC
E6)
Importance to
Customer
Products
Comprehensive
program: tutoring, ethics,
athletics, afterschool supervision, structure, year-round
Comprehensive
program but summer
only
1
Price $10 $35 2
QualityTutors trained
extensively
Hires education majors, student teachers
1
Mollie Foust—Flower City Academy™ Feasibility Plan 16
FACTORFlower
City Academy™
Strength WeaknessCompetitor A (ROC
E6)
Importance to
Customer
Selection n/a n/a
Service
3 days/week
for 12 weeks in
winter and 12 weeks in
summer
5 days/week for 6 weeks in summer
3
ReliabilityVery stable, partnership with FCSL
founder is life-long
resident of Rochester
and teacher at East
High School
2
StabilityExtremely b/c FCSL
partnership Established
in 20052
Expertise
Jason Perry, former RhinoMollie Foust,
organizational and
managerial experience
in education
Committed, fresh ideas, variety of
experience
youngTeacher at East High
School3
Company Reputation
In 15th year but
reputation is so-so
Only in 3rd
year but pretty good reputation
4
Location
Bulls Head Gym and
across rec centers
because reaches
tons of kids
because we
don’t control rec
centers
Seneca Park Zoo
1
Appearance
Of FCSL—they had a rocky past
Small, grassroots
3
Sales Method
n/a n/a
Credit Policies
n/a n/a
Advertising
No history of
competitive advertising
3
Image
Of FCSL—good and bad image currently
4
Mollie Foust—Flower City Academy™ Feasibility Plan 17
The Flower City Academy™ holds the competitive advantage in comprehensive
athletic-based tutoring and life-skills training. No other programs offer year-round
services to such a large-range of youth in Rochester.
NicheThe Flower City Academy™ niche market is youth recreational athletes. There are
no programs that exist in Rochester that target high-risk youth athletes who do not
play scholastic sports.
Strategy
The Flower City Academy™ will establish a three-phase marketing strategy:
Phase I: Internal Marketing—This phase will consist of marketing within
FCSL to parents,
youth, and recreational centers
Phase II: Partnerships: In this phase, Flower City Academy™ will expand
the program to new
leagues and organizations throughout the city.
Phase III: Tutor Recruitment: This phase will occur simultaneously with
Phases I and Phase II
In Phase I, flyers will be produced for FCSL teams that fit in the age-ranges only.
The majority of FCSL participants do not have access to email services and as
such, most electronic media will not be effective. Flyers will be distributed at
Parent Advisory Board meetings, Coaches meetings, and the first few games.
Emails will be sent to coaches who can further advertise for the program. Donation
information packets will be created for individual team sponsorship.
Also in Phase I, tutors will be identified internally through flyers and emails to local
University groups, as well as advertisements on volunteermatch.com and
craigslist. No large-scale efforts will be made during Phase I to increase the
tutoring pool because the numbers of youth receiving services will be limited for
the first two years.
In Phase II, more extensive marketing techniques will be employed to establish
partnerships with new athletic programs in Rochester. Newspaper features,
promotions at Rochester Rhinos games and on soccersam.com, and targeted
expansion into other sports are some of the means Flower City Academy™ will use.
Mollie Foust—Flower City Academy™ Feasibility Plan 18
Phase III of the marketing plan occurs simultaneously with the other two phases
but focuses specifically on tutor recruitment. Presentations at local colleges and
community centers, online advertisements (facebook, volunteermatch.com),
targeted mailings, flyers and word of mouth will be utilized.
Pricing
The majority of the marketing plan includes presentations and word of mouth, so the largest cost is time spent. Printing and mailing costs are included in the operating budget.
Mollie Foust—Flower City Academy™ Feasibility Plan 19
VII. Plan for Further Action
The Flower City Academy’s largest limitation is its lack of sustainability in the first
seven years. Being completely reliant on fundraising, donations, and grants is
stressful and not effective. Additionally, much of the budget is covered through in-
kind donations of recreational centers. Government budget cuts could have
impacts on recreational centers and subsequently, the Flower City Academy™.
Data analysis of the program will prove to be an invaluable resource because it will
allow for the evidence-based program to be modeled in other leagues and other
sports. Additionally, research could be published linking the effects such a
program has on the academic achievement of high-risk recreational youth. Over
the next seven years, the Flower City Academy™ will expand its program
throughout the FCSL league and then into new leagues.
Partnerships are essential for the success of this program, both in terms of funding
as well as time. Possible corporate partnerships can include Kodak, Paychex,
Paetec, Xerox, Bausch and Lomb, Rochester Raging Rhinos, Unity Health Systems,
Frontier, Wegmans, and Rochester Gas and Electric. Area law firms, small
businesses, restaurants, and medical practices are all possible funding sources as
well.
Mollie Foust—Flower City Academy™ Feasibility Plan 20
VIII. Appendices
Appendix A: Locations and Hours
Baden Street Settlement
485 N. Clinton Ave., Rochester, NY 14605
Tuesday, Thursday, Saturday—4:30-
6:00pm
Volunteers of America
214 Lake Ave. Rochester, NY 14608
Monday, Thursday, Friday—3:30-4:30pm
Flint Street Recreation Center
271 Flint St, Rochester, NY 14608
Monday, Wednesday, Thursday—3:30-
5:00pm
SWAN
275 Dr Samuel Mccree Way, Rochester,
NY 14611
Tuesday, Thursday, Friday—4:30-6:00pm
Carter Street Recreation Center
500 Carter St, Rochester, NY 14621
Monday, Thursday, Saturday—4:00-
5:30pm
North Street Recreation Center
700 North Street, Rochester, NY 14605
Monday, Wednesday, Thursday—4:00-
5:30pm
Monroe YMCA
797 Monroe Ave, Rochester, NY 14607
Tuesday, Thursday, Friday—3:30-5:00pm
Maplewood YMCA
25 Driving Park Ave., Rochester, NY
14613
Tuesday, Wednesday, Friday—3:30-
5:00pm
Bulls Head Plaza
30 Genesee St., Rochester, NY 14611
Saturdays—9:30am-12:30pm
Campbell Street Community Center
524 Campbell Street, Rochester, NY
14611
Monday, Thursday, Saturday—4:30-
6:00pm
Webster Avenue Recreation Center
530 Webster Ave, Rochester, NY 14609
Monday, Wednesday, Friday—4:00-
5:30pm
#42 School Recreation Center
3330 Lake Ave, Rochester, NY 14612
Tuesday, Wednesday, Thursday—3:30-
5:00pm
Mollie Foust—Flower City Academy™ Feasibility Plan 21
Appendix B: Location Agreements
We, __________________________, agree to host the Flower City Academy™ in our
location at _________________________________________________________________, every
____________________, ___________________, and ____________________ between the
hours of ______________________ from the months of November through March for
youth ages 11-12 who are registered in the Flower City Soccer League.
We also agree to provide a site manager who will be present at each of the meeting
times to supervise the tutoring program.
Facility Name:__________________________________________________
Facility Director: ____________________________ Signature: __________________________
Site Director: ____________________________ Signature: ____________________________
Site Director Contact Information: _______________________________________________
Date: _____________________
Mollie Foust—Flower City Academy™ Feasibility Plan 22
Appendix C: Search Institute’s 40 Developmental Assets
40 Developmental Assets for Middle Childhood (ages 8–12)
EXTERNAL ASSETS
SUPPORT
Family Support | Family life provides high levels of love and support. Positive Family Communication | Parent(s) and child communicate
positively. Child feels comfortable seeking advice and counsel from parent(s).
Other Adult Relationships | Child receives support from adults other than her or his parent(s).
Caring Neighborhood | Child person experiences caring neighbors. Caring School Climate | Relationships with teachers and peers provide a
caring, encouraging environment. Parent Involvement in Schooling | Parent(s) are actively involved in
helping the child succeed in school.
EMPOWERMENT
Community Values Youth | Child feels valued and appreciated by adults in the community.
Children as Resources | Child is included in decisions at home and in the community.
Service to Others | Child has opportunities to help others in the community.
Safety | Child feels safe at home, school, and in the neighborhood.
BOUNDARIES AND EXPECTATIONS
Family Boundaries | Family has clear rules and consequences and monitors the child ’s whereabouts.
School Boundaries | School provides clear rules and consequences. Neighborhood Boundaries | Neighbors take responsibility for monitoring
the child ’s behavior. Adult Role Models | Parent(s) and other adults in the child’s family, as well
as nonfamily adults, model positive, responsible behavior. Positive Peer Influence | Child’s closest friends model positive,
responsible behavior. High Expectations | Parent(s) and teachers expect the child to do her or
his best at school and in other activities
CONSTRUCTIVE USE OF TIME
Creative Activities | Child participates in music, art, drama, or creative writing two or more times per week.
Child Programs |Child participates two or more times per week in cocurricular school activities or structured community programs for
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children. Religious Community | Child attends religious programs or services one or
more times per week. Time at Home | Child spends some time most days both in high-quality
interaction with parents anddoing things at home other than watching TV or playing video games.
INTERNAL ASSETS
COMMITMENT TO LEARNING
Achievement Motivation | Child is motivated and strives to do well in school.
Learning Engagement | Child is responsive, attentive, and actively engaged in learning at school and enjoys participating in learning activities outside of school.
Homework | Child usually hands in homework on time. Bonding to School | Child cares about teachers and other adults at school. Reading for Pleasure | Child enjoys and engages in reading for fun most
days of the week
POSITIVE VALUES
Caring | Parent(s) tell the child it is important to help other people. Equality and Social Justice | Parent(s) tell the child it is important to
speak up for equal rights for all people. Integrity | Parent(s) tell the child it is important to stand up for one’s
beliefs. Honesty | Parent(s) tell the child it is important to tell the truth. Responsibility | Parent(s) tell the child it is important to accept personal
responsibility for behavior. Healthy Lifestyle | Parent(s) tell the child it is important to have good
health habits and an understanding of healthy sexuality.
SOCIAL COMPETENCIES
Planning and Decision Making | Child thinks about decisions and is usually happy with results of her or his decisions.
Interpersonal Competence | Child cares about and is affected by other people’s feelings, enjoys making friends, and, when frustrated or angry, tries to calm her- or himself.
Interpersonal Competence | Young person has empathy, sensitivity, and friendship skills.
Cultural Competence | Child knows and is comfortable with people of different racial, ethnic, and cultural backgrounds and with her or his own cultural identity.
Resistance Skills | Child can stay away from people who are likely to get
Mollie Foust—Flower City Academy™ Feasibility Plan 24
her or him in trouble and is able to say no to doing wrong or dangerous things.
Peaceful Conflict Resolution | Child seeks to resolve conflict nonviolently.
POSITIVE IDENTITY
Personal Power | Child feels he or she has some influence over things that happen in her or his life.
Self-Esteem | Child likes and is proud to be the person that he or she is. Sense of Purpose | Child sometimes thinks about what life means and
whether there is a purpose for her or his life. Positive View of Personal Future | Child is optimistic about her or his
personal future.
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Appendix D: NAA Standards for Quality School-Aged Care
o Human Relationshipso Staff relate to all children and youth in positive ways.o Staff respond appropriately to the individual needs of children and
youth. o Staff encourage children and youth to make choices and to become
more responsible.o Staff interact with children and youth to help them learn. o Staff use positive techniques to guide the behavior of children and
youth.o Children and youth generally interact with each other in positive
ways. o Staff and families interact with each other in positive ways.o Staff work well together to meet the needs of children and youth.
o Indoor Environmentso The program’s indoor space meets the needs of children and youth.o The indoor space allows children and youth to take initiative and
explore their interests.
o Outdoor Environmentso The outdoor play area meets the needs of children and youth, and
equipment allows
o Activitieso The daily schedule is flexible, and it offers enough security,
independence, and stimulation to meet the needs of all children and youth.
o Children and youth can choose from a wide variety of activities.o Activities reflect the mission of the program and promote the
development of all the children and youth in the programs.o There are sufficient materials to support program activities.
o Safety, Health & Nutritiono The safety and security of children and youth are protected.o The program provides an environment that protects and enhances the
health of children and youth.o The program staff try to protect and enhance the health of children
and youth.o Children and youth are carefully supervised to maintain safety.o The program serves foods and drinks that meet the needs of children
and youth.
o Administrationo Staff/child ratios and group sizes permit the staff to meet the needs of
children and youth.o Children and youth are supervised at all times.o Staff support families’ involvement in the program.o Staff, families, and schools share important information to support the
well being of children and youth.
o The program builds links to the community.o The indoor space meets the needs of the staff.o The outdoor space is large enough to meet the needs of children,
youth, and staff.o Staff, children, and youth work together to plan and implement
suitable activates which are consistent with the program’s philosophy.o Program policies and procedures are in place to protect the safety of
the children and youth.o Program policies exist to protect and enhance the health of all
children and youth.o All staff are professionally qualified to work with children and youth.o Staff (paid, volunteer and substitute) are given orientation to the job
before working with children and youth.o The training needs of the staff are assessed, and training is relevant to
the responsibilities of each job. o Staff receive appropriate support to make their work experience
positive.o The administration provides sound management of the program.o Program policies and procedures are responsive to the needs of the
children, youth, and families in the community
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Appendix E: Bulls Head Pictures
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Appendix F: Tutoring Pictures
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Appendix G: Financials
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