Chart Our Future City of Lake Forest Parks & Recreation Master Plan | Page 102

Local Trends
Trend information was derived from the Environment Science Research Institute
(ESRI) Sports and Leisure Market Potential Report.
This data is based on national inclination to use
various products and services, applied to the local
demographic composition of the City of Lake
Forest area. Usage data was collected by Growth for
Knowledge Mediamark Research and Intelligence,
LLC. (GfK MRI) in a national survey that was
representative of U.S. households. Market Potential
Index (MPI) measures the relative likelihood of the
adults in specific areas to exhibit certain consumer
behaviors or purchasing patterns compared to
the U.S. population as a whole. An MPI of 100
represents the U.S. average while numbers under
100 indicate a lower than average representation
and numbers above 100 represent a higher than
average representation
The number of MPIs over 100 for Lake Forest is
typical of what the planning team typically finds
in the Chicagoland region. Having 23 activities
that score over 100 speaks to an active community
which bodes well for future program expansion.
With activities split between indoor and outdoor
recreation opportunities, there are several areas in
which the City can grow its parks and facilities.
Based on projected population, the top ten
recreational activities Lake Forest residents will
participate in are:
• Walking for exercise (5,345)
• Attend sports events (3,894)
• Hiking (3,406)
• Jogging/running (3,282)
• Swimming (3,271)
• Weight lifting (2,474)
• Yoga (2,233)
• Bicycling (road) (2,128)
• Golf (1,854)
• Aerobics (1,841)
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CITY OF LAKE FOREST PARKS AND RECREATION DEPARTMENT COMPREHENSIVE MASTER PLAN
CHAPTER 4