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General Motors Centre Budget-Business Plan

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General Motors Centre Budget-Business Plan Corporation of the City of Oshawa 2016 Budget General Motors Centre INDEX Page No. Business Plan ............................................................................................................ 1 Program/Budget Summaries: General Motors Center ................................................................................ 36 General Motors Centre 99 Athol SL East, Oshawa, ON L1H 1J8 p. 905.436.8881 f. 905.432.2372 www.generalmotorscentre.com 1 14 h December 2015 Spectra Venue Management 2016 Operating Budget and Business Plan Please find as part of this submission the Executive Summary, Marketing and Communications Plan, the 2016 Operating Budget, and Maintenance Performance Plan for the General Motors Centre. This Executive Summary to review the highlights of 2015 and outlines the strategy for 2016 as we continue to move towards our goal of providing a cost neutral or profitable facility. The General Motors Centre continues to contribute as one of the key elements as a part of the Plan 20 Twenty downtown rejuvenation strategy and is the epicentre of sports and entertainment in the Durham Region. At the time of this report, the General Motors Centre had held 94 events and is forecasted to have hosted 103 events by years end, and will have welcomed such notable artists and events as Jerry Seinfeld, The Tragically Hip, Theresa Caputo, The World Wrestling Federation, the Toronto 2015 Pan Am Games, the National Pinty's Grand Slam of Curling, Paul Brant and Dean Brody, and Tim Hicks. As of the end of November, in 2015, the GM Centre has greeted over 334,000 guests through its doors and by years end it is anticipated that we will break the 376,000 annual guest barrier. The General Motors Centre continues to enjoy a stellar reputation within the sports and entertainment industry and has carved out its place w ith promoters and artists as a desired show destination when Toronto and/or Casino Rama plays are not a factor. The GM Centre on occasion will be excluded for an event play when a show selects Toronto as its GTA destination or when a show is lost to Casino Rama who normally provides much larger monetary incentives to artists to play the casino. Spectra Venue Management were also honoured locally in 2015 as a recipient of a Greater Oshawa Chamber of Commerce Business Excellence Award. Currently, the GM Centre is currently positive to budget by $100,000. This positive financial outcome in part is a combined result of luxury suites being fully leased this season, increased ad hoc ice rentals, a successful hosting of the Toronto 2015 Pan Am games, and a remarkable Oshawa Generals 2014/2015 hockey season which fittingly culminated in a Memorial Cup victory in Quebec City, and which greatly contributed to overall event and ancillary income through the contesting of an additional 10 playoff games to budget. Another key area which experienced revenue growth and contributed to success in 2015 was exclusivity rights for pizza, soft drink and beer providers which were grown through renewals in 2015 by a combined 106%. As part of the rights agreements capital was set aside to fund the addition of a new serving area in the East Medallions as well as a complete renovation of the south suites bar and a makeover of the upper prospects bar. These modifications will greatly enhance the facility while enhancing our efficiencies while increasing our service volumes. Having solid footing on the live event and operational front the General Motors Centre is now poised to address the final two components Page 1 which are believed to hold significant revenue potential and will greatly contribute to the overall financial success of the facility. With the naming rights agreement with General Motors set to expire Oct 3!11 2016, the Naming Rights renewal process has begun through Spectra Marketing (formerly Front Row Marketing). Preliminary discussions have begun with General Motors but interest in the naming rights asset has also be expressed by several other companies and the negotiation process continues. Currently the City receives $80,000 annually for naming rights for the GM Centre and it is hoped that a figure more reflective of the Centre's growth and true market value will be achieved which is estimated at $250,000 to $300,000 annually. The other agreement which is set to expire in November 2017 is the Shared marketing Agreement which currently exists between the City and the Oshawa Generals. The sales responsibility for this area is directly overseen by the Oshawa Generals and unfortunately over the life of the agreement there has been little to no growth over the past seven years. It is believed that this is an area where there is further room for revenue growth and during the 2015/2016 season there have been signs that growth is beginning to occur. The City, Spectra Venue Management and the Oshawa Generals continue to have open dialogue on this matter as we work together to develop a plan and revenue expectations that are agreeable to all parties. We are entering the last year of the agreement and mutual discussions/negotiations will take place to determine the most appropriate sales agency agreement to maximize revenue opportunities for all stakeholders. Tenants: The Oshawa Generals enjoyed a season to remember in 2014/2015 spending most of the year ranked as the #1 team in Canada, marching through the Eastern Conference on route to a dream matchup against Connor McDavid and the Erie Otters for the OHL title. The Generals prevailed earning the right to represent the Ontario Hockey League at the MasterCard Memorial Cup in Quebec City where they emerged as national champions. The 2015/2016 will be the first ofa series of rebuilding years to reclaim the draft picks they surrendered to assemble their championship team which will mean modest expectations for any post season play. Last season's success has had a positive effect on the fan base and 2015/2016 attendance to date as the Generals have averaged 545 more paid tickets and 326 stile count per game to date. Discussion have occurred with the Team on the possibilities of submitting interest in hosting IIHF World Junior Hockey Championships pre competition games in 2017 when the tournament will be hosted in Toronto and Montreal and in 2018 when Buffalo will play host to the tournament. The Durham Turfdogs as part of the Canadian Lacrosse League (Clax) called the General Motors Centre home for 4 games in 2015 where they experienced 359 tickets issued per game average and 279 per game stile which was an increase over the previous season. The team and league are struggling to increase their fan base which could be being impacted by constant turn over in a number of key league positions as well as no discernible strategic growth and/or marketing plan. The Turfdogs are committed to returning for a five game schedule in 2016. Upkeep and Maintenance: The General Motors Centre is now in its 9th season and is starting to show signs that reflect its age. For the 2015 budget year, operational repairs and maintenance costs for mechanical apparatus such as Heating Ventilation and Cooling units {HVAC), and refrigeration {ice plant and food services pushed Page2 repair expense lines ($111,000) negative to budget. A more comprehensive report on operations is contained in the Maintenance Performance Plan which forms part of the budget binder submission. Spectra Venue Management Staff continue to work closely with the City to ensure all opportunities for shared services are taken advantage of for cost efficiencies. Wherever possible a standardized approach to service contracts, regular maintenance scheduling and record keeping is adopted. Both groups have worked together to develop a comprehensive 50 year Capital Plan with a 30 year focus for the GM Centre to assist the City in forecasting and addressing capital investments required to protect the City's assets and maintain the level of standards expected. For 2015, the capital investment for the General Motors Centre was $220,000 which was dispersed as follows: ,. $20,000 annual contribution to the fleet reserve fund for ice resurfacer replacement ;.. $19,000 in concrete repairs to the Gate 1 courtyard ,. $87,000 year 1 of a 3 year investment in a new Point of Sale system for food services ,. $12,000 IT investment in a server back up and wiring upgrades ,. $28,500 Digital display as part of the new POS system ,. $20,000 Upgrade from tube TV's to flat screens throughout the venue ;.. $3,000 Replacement of the sound board ,. 30,500 year 1 ofa 2 year Building Automation System (BAS} replacement For 2016, a capital investment of $395,918 is forecasted with the following items identified for next season: ,. $2,560 Concrete and asphalt work {line painting) ,. $57,902 HVAC (second installment for new BAS system) ,. $8,533 Refrigeration and ice making (edger) ,. $7,314 Arena equipment (replace AED) ,. $201,134 Interior finish {replace existing carpet) ,. $30,475 Housekeeping (garbage can and recycling container replacement) ,.. $88,000 Restaurant Point of Sale system (second installment of a 3 year payment plan} 2016 Budget Objectives: The following is a list of revenue generating objectives aimed at continuing to maximize all possible operational and sponsorship revenue opportunities: • Continue to work with the City and Oshawa Generals to find ways to maximize revenue generation as part of the Shared Marketing Agreement. Since its inception, the City' share of the Shared Marketing revenues has remained relatively flat. It is believed that rate card values may be undervalued so there is potential for revenue growth in this area. The Generals are currently conducting an exercise to compare our rate card values for like assets from comparable markets to ascertain whether a rate card adjustment is in order.
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