Executive Summary

The National Sports Center for the Disabled (NSCD) is one of the largest outdoor therapeutic recreation and adaptive sports agencies in the world, based out of Winter Park Resort in Grand County and Sports Authority Field at Mile High in Denver, Colorado. Each year more than 3,000 children and adults with disabilities participate in their programs to learn more about sports and themselves. A cornerstone of NSCD’s core values is always striving to make their programs more accessible to a wide range of people. The expansion of NSCD’s Denver Metro Programs will facilitate those values and allow NSCD to expand their brand in the Denver Metro Area.

An assessment of the current market within the Denver Metro Area shows a highly competitive market with endless opportunities. Analyzing which opportunities that NSCD should focus on to build its brand requires a framework. Under the Analysis and Tab, you will find an example of a framework that encourages innovating new solutions while assessing their viability. The framework coincides with NSCD’s vision, mission, and values to use innovation as an instrument of success.

A result of this analysis shows that there are four areas in which NSCD can innovate in new markets. Air Gun Programs, Climbing Sports, Transportation, and Water Sports. Currently NSCD’s Adaptive Air Gun Program is the only program providing access to this unique and therapeutic service. NSCD leadership has expressed an interest in creating a climbing program. Although, there are many competitors within this space NSCD has an opportunity to innovate to distinguish themselves in the market. NSCD could further benefit from expansion of their water sports offering into such things as kayaking, canoeing, stand up paddle, and boarding. A common theme throughout all these activities is Transportation. Having a robust transportation network will allow NSCD to recruit more children and adults with disabilities to participate within their programs. The recommendations set forth in the preceding paragraphs show areas in which NSCD can build their Denver Metro Brand using innovation as instrument to distinguish themselves in the market.

The implementation of the recommendations set forth in this website (air gun, water sports, rock climbing, and transportation) hinges upon shared values throughout the organization. NSCD has a strong sense of purpose, and with innovation infused within its culture possibilities are endless.

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