City of Morgan Hill Bikeways, Trails, Parks and Recreation Master Plan

Section 3: Economic and Demographic Overview | May 2017 Sports Market Business Strategy – Morgan Hill, CA PAGE 21

Table 3-2

Projected Population Growth - Morgan Hill, CA (2015-2035)

% Growth 2015-2035

CAGR* 2016-2021

2015

2020

2025

2030

2035

Bay Area, CA 7,461,400 7,786,800 8,134,000 8,496,800 8,889,000 19.13% 0.88% Santa Clara County, CA 1,877,700 1,977,900 2,080,600 2,188,500 2,303,500 22.68% 1.03% Morgan Hill City, CA 39,900 41,900 43,900 46,100 48,400 21.30% 0.97% *Compounded Annual Growth Rate Sources: Morgan Hill 2035 General Plan, Johnson Consulting

AGE CHARACTERISTICS

AGE DISTRIBUTION

The success of a multi-purpose sports complex will lie in its ability to develop a program that appeals to a broad cross-section of the marketplace. A market’s age composition can be a decisive factor in determining potential event demand, as certain types of events appeal to specific age groups. Sports are unique as they can target a wide range of attendees, from youth to senior citizens. Age characteristics can also determine the likelihood of an area to develop into a possible sports tourist location, from having enough workers to support the industry, to influencing what types of tourists are attracted to the area. Table 3-3 summarizes the age distribution of the Morgan Hill market, County, State, and Country. The table shows a strong youth population (27.3 percent between ages 5-19) as well as a strong senior adult population (28 percent ages 55 and older). These are two critical age groups for Morgan Hill to consider when understanding the potential demand for sports facilities. The age distribution of Morgan Hill primarily differs from that of the U.S. because of its higher concentration of residents ages 14 and younger. As of 2016, 20.6 percent of the City of Morgan Hill’s residents were 14 and younger, the greatest portion of this segment being residents between the ages of 10 and 14, which made up 7.3 percent. The proportion of residents under the age of 14 is larger than that of Santa Clara County (18.9 percent), California (19.1 percent), and the U.S. (19.0 percent).

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