As parks and recreation programming continued to grow, the City of Urbandale needed a more efficient way to manage and promote hundreds of seasonal classes, camps, events, and wellness opportunities. Rather than relying on the traditional printed recreation guide, the city transformed its existing CivicPlus® website into a dynamic, centralized hub where residents can explore programs, access the latest information, and register online throughout the season.
Using its existing CivicPlus platform, Urbandale redesigned its workflows around a centralized data model, reusable templates, and AI-assisted content creation. Recreation staff now enter program information once into a centralized system, allowing consistent, up-to-date content to power the City’s website while also supporting newsletters, social media, and other promotional communications. AI streamlines repetitive tasks, while staff continue to review content for accuracy and focus on resident engagement.
Accessibility was built into the initiative from the start. Screen-reader compatibility, mobile-responsive pages, structured alt text, and translation support help ensure recreation information is easier for all residents to find and use. The shift to a digital-first model also allows staff to make updates in real time, giving residents access to accurate information as programs evolve throughout the season.
The results have been significant. Recreation webpage visits grew from 28,242 in 2024 to more than 40,000 in 2025, representing nearly 60% growth in engagement. Visitors spend an average of 1 minute and 58 seconds exploring program information, while senior recreation pages consistently rank among the most visited, demonstrating that thoughtfully designed digital services can effectively serve residents of all ages.
The initiative also improved operational efficiency. By eliminating its printed recreation guide, Urbandale saved approximately $25,000 annually in printing and mailing costs while enabling a two-person communications team to manage more than 300 seasonal programs without additional staffing. By maximizing its existing CivicPlus investment, the City created a scalable approach that improves access to recreation opportunities, strengthens resident engagement, and enhances the overall community experience.