ZYNGA, INC.

Youthville
A new center for a new start.

An innovative proposal by Alex Anderson Heather Greenfield Ken Huy Sahr Mbayo Sagar Shah Cameron Sutherland Dany Sy 11/26/2012

Did you know, despite enormous gains made in the past ten years, in every category measured West Dallas is still one of the most challenged communities in the city, be it health, economic prospects, housing, crime or any other measure of neighborhood stability (DFCC, 2009). Here at Zynga, Inc., we believe it is our duty to help the youth in our community. The youth in our communities are the ones that play our games, and buy our virtual products. They are the ones that ask their parents for permission to go on Zynga.com to play Bubble Safari and Farmville. The youth of today are the ones that need help, because they are the ones that are especially at risk of falling through the social system. This is more than true in communities of low socioeconomic income, high domestic violence, high truancy rates, increased substance abuse, and dysfunctional families (Dallas Challenge, Inc., n.d.). These youths are the future of our community, and maybe even the future of Zynga, Inc. If we can use our games and our resources to motivate these youths to do better in school, to be inspired and well-rounded intellectuals with a passion to contribute to society, then it would benefit the world as a whole. To achieve this, Zynga Inc. would like to introduce Youthville. Youthville is a new communityoriented, non-profit project. With our project, we hope to reach out to the youths in a low-income neighborhood located on the west side of West Dallas, near the intersection of Bernal Dr. and Palacios Ave., in an attempt to help boost youth development. We are trying to enrich minds, cultivate intelligence, develop social skills, and encourage physical growth and confidence by giving them opportunities and resources they might not have. To do this, we propose to fund, develop, and build a community center that will include a sports center, an arcade, counseling center, and an arts center. We plan to take over the dilapidated Good Shepherd Community Center and renovate it in order to make adequate room to fulfill a higher capacity. In this proposal, we will be discussing the background of our social need and its significance to the Dallas area. We will then address the causes and consequences of our social concern and how we plan to address this issue. Then, we will discuss our plan to staff and budget the project. This will encompass Zyngas entire plan for Youthville. After the projects completion, we will hand off the center and donate it to Dallas Challenge, a worthy local organization focused on youth development. Background Dallas, TX is the home to many important people that have changed the course of history of the world ranging from Usher, a Grammy award-winning artist, Owen Wilson, a famous actor nominated for many awards to songwriter Nick Jonas and former President George W. Bush (Wes, 2008). Many innovative companies born in Dallas have found tremendous success worldwide such as Texas Instruments since the early 1930s to billionaire Ross Perots Electronic Data Systems (Dallas indicators, 2006). In all that the people of Dallas have done to nurture growth and success for its citizens, it is hard to forget the difficulties the city, and specifically Dallas County, has faced in recent years.

(Right): A map displaying the four corners of the Dallas area. Dallas County can be split up into two sections (Beyond abc). The northeast part of Dallas has crime rates 1.17 times the city average, while the southwest part of Dallas has crime rates 2.51 times the city average.

In order to truly understand the hardships Dallas is going through, a comparison between Dallas County and the United States is imperative. This comparison is integral in understanding that the youth of Dallas County are not able to maximize their potential with the current resources they have. In 2010, high school dropout rates in the USA were an average of 7.4% (National center for, 2012). Dallas county had dropout rates of 19.1%. This is equivalent to 1 of every 5 children not graduating from high school. Furthermore, of the 64.5% of students that took either of the two college entry exams, a meager 10.5% performed at college-ready levels Editorial: Dallas isds, 2012). What does this mean? 90% of Dallas County graduates cannot start college without remedial courses! A study presented at the Mississippi Delta Catalyst Roundtable shows that children that do not graduate high school have very poor employment prospects in our changing economy. The results show that 39% of people in Dallas would be at the poverty line in 3 months if they lost their job tomorrow (Guerra, 2012). Moreover, those who are unemployed and without any resources to assist them are at a greater risk of winding up in either the juvenile or adult justice system. Even more astounding, 29% of children under 18 live in Dallas under the federal poverty line (County health rankings, 2011). At Zynga, we understand that being in a state of poverty also means that students miss out on many things that the normal teenager is able to do, such as play video games and sports. This correlates with the lack of artistic studies and social development in Dallas County. Youthville will tackle these problems by providing the necessary resources! Causes and Consequences Limited Health and Fitness Good fitness activities are needed for teenagers in order to maintain a healthy life style. Having healthy meals provided by their schools will lead them to be more productive in their daily activities. West Dallas community lacks the facilities and resources to fulfill these needs. According to West Dallas demographics, the average income per capita is $9,813 per year, compared to other Dallas areas per capita of $24,273 (West dallas community, 2010). Based on their income, the average household would not be able to afford outside activities. Outside activities can help young troubled teens to relieve stress from everyday life. A place for them to

play games, participate in team sports, and stay safe after school occupies them with activity so they will not get into trouble and develop unhealthy habits. How does teamwork have an influence to society? Working in teams teaches how to treat or deal with other people. Therefore, teamwork is the best way to get the job done with positive outcomes. Youthville will also provide an opportunity to work together as a team by playing multiplayer video games. According to a study from the University of Gothenburg in Sweden, playing video games can promote teamwork and cooperation because teens must learn to work together in order to succeed. Electronic stimuli also promotes judgment, strategy, and technological skills that will be beneficial in their future careers. Limited Psychological/Academic Counseling In addition, West Dallas does not have a counseling center for troubled teens in need of help for their psychological and academic problems. One of the most prevalent problems contributing to psychological issues is divorce. West Dallas has 11.9% divorce rate; the highest rate in Dallas. Almost 2.5 million Americans divorce each year, with one million children involved in those divorces (Ellott & Simmons, 2011). Divorces can directly affect children in many ways, such as early pregnancy, high school drop outs, drug abuse, and emotional and behavioral problems. Some children decide to leave their home when their parents separate, and subsequently, become homeless. Many teens are impacted by divorce, resulting in low self-esteem, poor education, and mental confusion about the situation. Furthermore, West Dallas has the highest rate of high school student dropout of 40.4% (Ellott & Simmons, 2011), compared to the Dallas County dropout rate of 19.1% (West dallas community, 2010). As a result, they do not have good opportunities to find a job due to shortage of education. This two statistics show that teenagers who live in this area need a counseling center to help with their daily struggles and future goal planning. Limited Artistic Expression and Fun Lastly, West Dallas does not have an art and activity center for young teens to develop an appreciation and understanding of other cultures. Art is like a mirror that can reflect ones own culture. Through art, they can express their true feelings and emotions. Students that receive an arts education score better in three major skills of problem solving: mental flexibility, creativity, and patience. Youth who lack cultural knowledge will develop a misunderstanding and will not appreciate other cultural values. The population of West Dallas is 24,063 people with 72% Hispanic and 25% African-American and mixes of others races according to West Dallas Community Demographics (2010). Therefore, those who lack culture intelligence will promote racial and ethnic division. As a result, they can be ostracized from those groups of people. However, there is hope, and that hope is Youthville. Proposal The Youthville Community Center would be an amazing contribution to the residents of West Dallas. Perhaps one of the most exciting parts to this proposal is the incredible impact Zynga has the opportunity to achieve. Our plan is to provide the funds and human capital necessary to

develop, construct, and supply this center with essential furniture and equipment. After analyzing the statistical information of the Dallas area and examining the real estate market for potential sites, the chosen location for Youthville is: 4931 Bernal Drive, Dallas, Texas 75212 Already situated on the lot is the Good Shepard Community Center, which we plan to refurbish and significantly expand. The reason for our decision is that Good Shepard is positioned within close proximity of a modest-performing school and surrounding low-income neighborhoods. We have already discussed and made prospective agreements with the Dallas Challenge Organization. They have a well-known reputation of pursuing efforts oriented towards the Dallas youth. Their financial standing and management practices prove they would be the best candidate to acquire, run, and maintain the facility long-term. Counseling and Arts Center Located on the second floor would be two separate designated centers for counseling and the arts. It is our goal to create an atmosphere of encouragement and creativity through the focus of these two areas. The counseling center encompasses both psychological and academic support. Five separate rooms would be offered with comfortable seating amenities for counselors to meet with teens and help coach them through various issues, in conjunction with a waiting room and front desk to schedule appointments. The main focus of the center would include home disturbances, parental divorce, peer pressure, drug/alcohol abuse, and sexual abuse. With the understanding that licensed professionals are required to provide counseling treatment, we would ask that Zynga donate a small, semi-annual sum to assist the organization with this endeavor. The resulting benefits would consist of providing teenagers with a place to seek guidance, helping them work through both internal and external related matters, and increasing their self-esteem and confidence levels. The organization has also stated that it would like to establish a prevention awareness club that informs kids about the outcomes of dangerous trends, such as drug/alcohol abuse and weaponry. It will also allow them to participate in voicing their own opinions/ideas and reaching out to society. Meanwhile, the academic side of the center would comprise of two sizable study rooms: one with personal desks for quiet study and another with large tables for collaborative group work. White-boards, desktop computers, and one large printer are to be supplied per room. We also hope to provide several hundred books, from encyclopedias to course-related works, that students may reference or check out for completing assignments. Several tutors would also be available during regular business hours to assist with homework, test preparation, material understanding, and project development. The main focus of the center would include math, reading, writing, foreign language, and study skills. Motivational seminars would occur every semester about what kids can gain through their education and the potential they have to offer. The academic center would also be open during limited summer hours for students that want to catch up or get ahead in their studies. How will all of this help? This center can benefit kids by

teaching them how to overcome challenges and work hard to reach their goals. Additionally, the center will provide them with a strong academic foundation for future success. Furthermore, an arts center would prominently stand, positioned on the other side of the buildings second story. The main focus of this center would include music, dance/movement, visual arts, and theatre. Features (listed because of their abundant detail) would include: 1) a fine arts room supplied with easels, sinks, pottery wheels, and drawing tables 2) a practice room for dancers with mirrored walls 3) a music room (with sound barriers so as not to disturb the counseling center) that will include a small variety of gently-used instruments. 4) a small performance hall for kids to participate in scheduled recitals, concerts, and theatre productions These amenities will expose teens to the cultural arts, help them positively express themselves and their talents, and broaden their awareness of life. Not to mention, its fun! Program volunteers would work with participating youth on deciding what musical compositions, dance numbers, and theatre productions to perform, as well as coach them for their shining moments. The organization also hopes to book local volunteer bands to come perform for the teens periodically throughout the year. Between counseling, educational support, and a place for creativity, the top floor of Youthville will be the popular place to go for the youth of West Dallas. Sports and Arcade Centers In addition to the arts and counseling center proposed, we would also like to include a gym and an arcade area for the children. Both areas will give teenagers opportunities they may not otherwise experience and help them develop skills that will be useful in the future. The construction of a gymnasium will facilitate various sports such as basketball, volleyball, and kickball, just to name a few. The basketball court can be easily converted into a volleyball court with the use of two anchoring points (one on each side of the width of court) in which the poles can be placed into the ground to secure the net. There will be two basketball nets opposite of each other which will be located along the lengths of the court. Along with these inside sports, we would like to give the teens an opportunity to take part in activities such as soccer and baseball. These activities will be relatively cheaper compared to the construction of the gymnasium because all that will be required is two movable goals for the soccer games, four bases for baseball, and a small area of field. Participating in various sports will give teenagers opportunities to not only develop physically, but also mentally and socially. Team sports will give teens the chance to learn how to work on a team and communicate effectively and efficiently. These sports will also help them physically by helping them become stronger and tougher. Individual sports activities give them a chance to work on their mental toughness and self-efficacy (the belief that they can attain a goal). This will increase their self-esteem and self-respect, leading to a better outlook on themselves in this crucial time of development. A study from Up2US Youth states, If an adolescent consistently participates in activities, such as sports, from 8th grade through 12th grade, he or she will be twice

as likely to vote, over three times as likely to volunteer and over four times as likely to attend college as someone who never participated (2012). Participating in such events will also help them develop a sense of pride, teamwork, learn to accept others who are different from themselves, and develop a sense of responsibility for themselves and the team they are working in. To get teens excited enough to partake in physical activities, Dallas Challenge will secure local athletes from teams, such as FC Dallas and the Dallas Mavericks, to volunteer their time at Youthville. They will speak to the teens and emphasize the importance of taking part in physical activity and the benefits that can be received. The athletes will also discuss the opportunities that can arise when these teens apply themselves in education and sports. Moreover, these local sports stars might even play a pick-up game or two every six-month visit. On the other hand, the arcade area will be a smaller room consisting of about seven different games, all of which will be provided by our company. There will be an air hockey table located in the center of the room and various other games along the perimeter of the walls. All games provided will be non-violent in nature. To ensure that arcade privileges are neither abused nor overused, there will be a time allotment allowed of one hour a week. This will ensure that other areas of the center are used and the youth can develop skills in all areas of life to maximize their full potential. These games will give the adolescence an opportunity to engage in activities that many others their age also participate in. Games, such as Words with Friends, will give them a chance to improve vocabulary and communicate with people all over the world in a supervised atmosphere. A game such as Cityville will allow them the opportunity to improve their management skills and multitasking abilities. Games by Zynga that include interacting with other people can give teens the opportunity to develop skills such as delegat[ing] responsibility, promot[ing] teamwork and steer[ing] groups of people toward a common goal (ABC, 2011). All games will function as a fun way to make friends, stay connected, and engage in fun, supervised activities. This is a crucial way of maximizing the potential of Dallas youth. Staffing At Zynga, we consider our staff the greatest asset we have, and for that reason, we always seek to recruit the most qualified individuals. Therefore, we will always utilize the most effective selection procedures to determine who will participate in the Youthville project. We will initiate, develop, and maintain a very healthy relationship with the people who get selected. To include the appropriate people, Zynga will involve the services of experts to analyze the entire scope of the operation and determine which qualities and skills are necessary to perform the functions that are involved therein. The qualities and skills identified will then be set as the requirements for prospective participants. A detailed description on the amount of work required will be made available to those who are interested, so there will be an understanding of what roles they are expected to perform after they are chosen to participate. Applications submitted to us for inclusion into the project will be screened for the predetermined requirements, such as physical stamina. Every application will be

given a fair examination to identify which application(s) matches the requirements set for the job. Discrimination during and after selection, due to race, disability, ethnicity, color, age, or national origin will be discouraged in accordance with the Equal Employment Opportunity Act, Americans with Disability Act, and the Fair Labor Act laws. Since Youthville is a nonprofit project, the rewards for our staff will not be as attractive as what their counterparts in the corporate world receive. Therefore, our efforts will be directed towards identifying volunteers that can be motivated to work on this project by non-monetary factors. To stimulate participants commitment towards the project, their ideas and contributions will be sought, considered, and respected in decision-making processes. As an effort to encourage participation, additional vacation time will be awarded. Moreover, an entry wall plaque will be installed upon which will be inscribed the names of all those who participated in the establishment of the project. We are committed to making this project a stable, consistent, and more importantly, an enjoyable experience for our volunteers. We will initiate, develop, and maintain a very healthy relationship with the people who get selected. A work schedule will be designed that will be flexible enough to provide convenience to everyone that is involved in the project. It is understood, though, that our employees primary focus should be on their job responsibilities. Having to maintain both work and volunteer activities may extend the length of the project. McCarthy, a well-known Dallas construction company, has prospectively volunteered to provide their expertise on how to modify the property. The labor, however, will be still be accomplished by staff from Zynga. The number of volunteers that we intend to have on this project is estimated at nine hundred. They will be divided equally into three groups, each of which will participate during assigned, alternating weeks. This will keep balance between their schedule at Zynga and the Youthville center. All groups, however, will work together to raise the top floor because it is a stronger challenge and requires more manpower. Our staff will use the remaining budgeted funds to furnish the building before handing it over to Dallas Challenge. Budget

The budget for the Youthville building is based off of averages in the Dallas area. A typical building ranges from $2.00-$2.50 per square feet depending on the area. The construction of the building will be done by our own staff so necessary equipment and supplies will have to be purchased to make the job possible. We are also going to be developing Youthville in an already established building to cut funding from having to create a structure from scratch. This will allow the already standing property to be purchased for its value in square footage and allow more funds to be used on refurbishing the areas within the building and adding new parts to the structure. Additionally, this project qualifies for nonprofit tax exemption, saving a tremendous amount in unrelated costs. An art center will require basic needs such as tables, paper, and crafting supplies. To make the budget for the art center more flexible, the kids will be asked to bring whatever supplies they may have of their own from school or home. The gently-used instruments will be locally donated, so the basics (e.g. table, paper, and supplies) would place the budget for an art center close to around $3250. The arcade that is planned to be included in Youthville will require entertainment systems such as arcade machines and an air hockey table. Inside the Arcade center we will have seven computer stations set up for the kids. Using a standard build computer to allow them to play our Zynga games will place the computers around $1000 a unit. Along with the computers an air hockey table will be purchased and the standard value is set around $850 placing the budget for the arcade around $7850. The building is going to be refurbished to have a sports gymnasium within it, and on the outside of the building a field will be designated for outside sports. Besides the construction of the gym itself, the budget for the sports center is relatively simple. Most of the equipment that is going to be purchased will be supplies such as balls, nets, and courts necessary for the activities that will be taking place. Providing a surplus amount of sporting equipment for the numerous amounts of kids that will be using them places the budget at $2200. Finally, the counseling center will be between costs for resources necessary to give children the support they need. The academic study rooms will require eight computers, one standardized printer, and additional supplies. Purchasing a computer for the counselor to keep an organized work space for the children and books to use as a resource will place the budget for the counseling center around $15,000. Amidst all the work that will be going into building Youthville, a portion of the budget has been put on the side for meals and refreshments for our Zynga employees. As stated previously, around nine hundred volunteers will be undertaking this project. With an average meal offered once a day at $8.50 per person and refreshments readily available throughout the day at $4.50 per person places the budget around $11,700. In conclusion, by purchasing an old recreation center and remodeling it into a larger building, we hope to provide a safe, and fun environment for adolescents and young adults to learn, play, socialize, and grow together. The gymnasium and playground will allow them to physically grow and build character. The arcade will provide a fun and exciting place to relax, learn, and develop

social skills through Zynga games. The fine arts center will encourage appreciation and participation in the fine arts. And the counseling center will provide advice and guidance academically, emotionally, and personally. If implemented, Youthville is estimated to be completed within eighteen months. Our goal is to have the grand opening before the end of the next school year for summer vacation. This will give children the chance to have a productive summer, away from the couch and television. We are striving to make a difference in the lives of the younger generation. Hopefully, Youthville will raise morale and encourage this society to have a positive outlook on their future. If we can bring a smile to these kids faces, then we have already done our job. Zynga believes that by providing the right opportunities, anyone can have the chance to flourish, grow, and succeed.

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