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Miami-Dade County Fair & Exposition, Inc

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Miami-Dade County Fair & Exposition, Inc Report on the Potential Impacts of Relocating the Miami-Dade County Fair & Exposition, Inc. July 2013 Submitted by: MARKIN CONSULTING MAPLE GROVE, MINNESOTA MIAMI‐DADE COUNTY FAIR & EXPO RELOCATION STUDY TABLE OF CONTENTS MIAMI‐DADE COUNTY FAIR & EXPO RELOCATION STUDY TABLE OF CONTENTS STUDY OVERVIEW .............................................................................................................................................. 1 Background and Objectives .................................................................................................................... 1 Approach ................................................................................................................................................ 1 Conditions of the Study .......................................................................................................................... 2 MIAMI‐DADE FAIR & EXPOSITION, INC. ................................................................................................................ 3 THE CURRENT SITE............................................................................................................................................. 4 Current Site Location and Access ........................................................................................................... 4 Current Facilities and Structures ............................................................................................................ 6 THE FAIR .......................................................................................................................................................... 8 Exhibits and Programs ............................................................................................................................ 8 Entertainment ...................................................................................................................................... 11 Rides and Games .................................................................................................................................. 11 Food, Drink and Commercial Exhibits .................................................................................................. 11 Fair Attendance Trends ........................................................................................................................ 14 Fair Attendance Characteristics ........................................................................................................... 15 Fair Attendee Market Characteristics .................................................................................................. 19 Tapestry LifeMode Summary Groups ................................................................................................... 22 EXPO EVENTS AT CURRENT SITE ......................................................................................................................... 25 THE ALTERNATE SITES ...................................................................................................................................... 28 Graham Site .......................................................................................................................................... 29 Homestead Site .................................................................................................................................... 32 Sun Life Site .......................................................................................................................................... 35 Comparative Security and Safety Factors............................................................................................. 41 Summary Assessment of Alternate Sites .............................................................................................. 43 POTENTIAL IMPACTS OF RELOCATION TO FAIR ATTENDANCE ................................................................................... 44 Geographic Markets of Current and Alternate Sites ............................................................................ 44 Population and Demographic Comparisons ......................................................................................... 46 Tapestry Comparisons .......................................................................................................................... 52 Stakeholder Interviews and Surveys .................................................................................................... 53 Market Penetration Analysis ................................................................................................................ 56 Potential Fair Attendance at Alternate Sites ........................................................................................ 57 POTENTIAL IMPACTS OF RELOCATION TO EXPO EVENTS .......................................................................................... 58 Local Market Characteristics ................................................................................................................ 58 Interest of Existing Expo Event Promoters ........................................................................................... 61 Competitive Factors ............................................................................................................................. 62 Potential Expo Events at Alternate Sites .............................................................................................. 65 FACILITY IMPACTS OF RELOCATING TO ALTERNATE SITES ........................................................................................ 66 MARKIN CONSULTING i MIAMI‐DADE COUNTY FAIR & EXPO RELOCATION STUDY TABLE OF CONTENTS FINANCIAL IMPACTS OF ALTERNATE SITES ............................................................................................................ 67 Overview ............................................................................................................................................... 67 Fair Revenues ....................................................................................................................................... 67 Expo Event Revenues ........................................................................................................................... 69 Sponsorships and Contributions .......................................................................................................... 69 Operating Expenses .............................................................................................................................. 70 Estimated Potential Operating Revenues and Expenses ...................................................................... 72 Projected Potential Operating Revenues and Expenses ...................................................................... 74 ECONOMIC IMPACTS OF RELOCATING THE FAIR & EXPO ......................................................................................... 76 Overview of Economic Impact Approach ............................................................................................. 76 Fair & Expo Benefits Analysis ............................................................................................................... 78 FIU Benefits Analysis ............................................................................................................................ 79 Alternate Sites Use Impacts Analyses .................................................................................................. 82 SUMMARY OF RELOCATION ASSESSMENT ............................................................................................................ 88 COMPARATIVE FAIR RELOCATIONS ..................................................................................................................... 89 EXHIBITS Exhibit A – Tapestry Segmentation Methodology Exhibit B – Fair Vendor Cover Letter and Survey Exhibit C – On‐Line Survey of Fair Volunteers Exhibit D – On‐Line Survey of Livestock Exhibitors Exhibit E – Survey Comments of Fair Volunteers Exhibit F – Survey Comments of Fair Vendors and Commercial Exhibitors Exhibit G – Survey Comments of Fair Livestock Exhibitors Exhibit H – Expo Event On‐Line Surveys Exhibit I – Survey Comments of Expo Event Promoters Exhibit J – RIMS II Methodology MARKIN CONSULTING ii MIAMI‐DADE COUNTY FAIR & EXPO RELOCATION STUDY STUDY OVERVIEW STUDY OVERVIEW Markin Consulting (Prime Consultant) along with Miami Economics Associated, Inc. (MEAI) and Real Estate Research Corporation (RERC) (Sub‐Consultants) were hired on behalf of the Miami‐Dade County Fair & Exposition, Inc. (the Fair & Expo), Florida International University (FIU) and Miami‐Dade County (the County) to assess the potential impacts of relocating the operations of the Fair & Expo to another site. Background and Objectives The Miami‐Dade County Fair and Exposition, Inc. (plays an important role in the education of youth, promotion of South Florida agriculture and the economic vitality of the Miami‐Dade County area. Operation of the Fair & Expo includes its signature annual fair, an 18‐day event, and a significant number of year‐round events and activities. The Fair & Expo leases approximately 87 acres of buildings and support grounds within Tamiami Park, a 241‐acre property owned and operated by Miami‐Dade County through its Parks, Recreation and Open Spaces Department. The Fair uses an additional 200 acres of property within Tamiami Park and adjacent Florida International
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