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

Section 5: Regional Overview & Case Studies | May 2017 Sports Market Business Strategy – Morgan Hill, CA PAGE 74

NATIONAL FACILITY CASE STUDIES It is also important to consider the national sports market when deciding on a sports tourism strategy. Each of the case study facilities detailed below utilizes different business models to generate revenue and experience different levels of demand. As part of our analysis, a list of national facilities was compiled to understand potential competition for any newly constructed/renovated facilities in Morgan Hill. In addition, certain comparable facilities were identified and profiled as case studies to better understand design and demand trends that could be applicable at a facility in Morgan Hill. The facilities profiled below should not be considered an exact blueprint for a program or new facility in Morgan Hill. While some of the profiled facilities are larger than what can be offered in Morgan Hill, each facility can offer a glimpse of some opportunities and challenges for a regional sports facility and provides some examples of competitive facilities for Morgan Hill. Some of the case studies also provide examples of how to successfully phase development of large facilities to allow the market to develop over time.

These facilities and their markets are listed in the table below.

Table 5-9

Key Characteristics of Nationall Complexes

Morgan Hill Outdoor Sports Facilities

Premier Sports Campus at Lakewood Ranch

Starfire Sports Complex

Elizabethtown Sports Park

Sportscore One & Two

Hickory Point Beach

Skyline Aquatic Center

Reach 11

Epi-Center

Location, Distance, & Type Location

Morgan Hill, CA* Sarasota, FL Elizabethtown, KY Rockford, IL Tukwila, WA Phoenix, AZ Santa Rosa, CA Tavares, FL

Mesa, AZ

Distance from proposed site (miles)

-

2,900

2,300

2,100

850 Both

1,300

700

2,800

700

Indoor/Outdoor

Both

Both

Outdoor

Both

Outdoor

Indoor

Outdoor

Outdoor

Demographic Characteristics (2016) Population

43,926

54,769 751,901

30,686 213,412

150,848 505,482

20,419 1,555,635 3,082,193 3,114,202

175,105 536,635

15,510

475,274

1,665,475 4,441,435 8,694,192

1,046,524 3,730,783 6,818,424

1,953,720 4,442,381

25 mile radius population 50 mile radius population 75 mile radius population

3,391,659 5,239,443

1,502,403 2,418,762

1,911,156 4,296,693 4,398,247 8,605,200 4,700,234 4,776,054

2,044,805 6,526,215

466,206 177,960 $49,453

13,913 $96,808

24,331 $40,280

12,702 $43,078

59,311 $38,844

7,442

550,257 $48,842

65,616 $58,729

6,799

Total Housholds

$45,569

$40,282

Median Household Income

*Outdoor Sports Center was used as the center point. Sources: Esri BAO, MPoint, Johnson Consulting, Facility websites, TripAdvisor, and Mapquest

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