Appendix D: Morgan Hill Sports Market Study PAGE INTENTIONALLY LEFT BLANK Sports Market Business Strategy SUBMITTED TO City of Morgan Hill SUBMITTED BY Johnson Consulting DATE May 24, 2017 Final Report TABLE OF CONTENTS SECTION I TRANSMITTAL LETTER SECTION II INTRODUCTION AND EXECUTIVE SUMMARY 1 SECTION III ECONOMIC & DEMOGRAPHIC OVERVIEW 19 SECTION IV EXISTING FACILITIES OVERVIEW AND IMPACTS 30 SECTION V REGIONAL OVERVIEW & CASE STUDIES 53 SECTION VI PARTICIPATORY SPORTS TRENDS 86 SECTION VII RECOMMENDATIONS 98 6 East Monroe Street | Fifth Floor | Chicago, Illinois 60603 | Phone: 312.447.2010 | Fax: 312.444.1125 www.chjc.com SECTION I TRANSMITTAL LETTER 6 East Monroe Street | Fifth Floor | Chicago, Illinois 60603 | Phone: 312.447.2010 | Fax: 312.444.1125 www.chjc.com May 24, 2017 Chris Ghione Community Services Director City of Morgan Hill Morgan Hill, CA 95037 Via email:
[email protected] cc:
[email protected] Re: Sports Market Business Strategy Dear Mr. Ghione: Johnson Consulting is pleased to submit this report to the City of Morgan Hill detailing our market analysis related to the sports tourism and management of facilities in Morgan Hill. Our report includes a historical overview of existing facilities, an economic and demographic overview, regional facility audit, comparable case studies, industry trends and strategic recommendations. Johnson Consulting has no responsibility to update this report for events and circumstances occurring after the date of this report. The findings presented herein reflect analyses of primary and secondary sources of information. Johnson Consulting used sources deemed to be reliable, but cannot guarantee their accuracy. Moreover, some of the estimates and analyses presented in this study are based on trends and assumptions which can result in differences between the projected results and the actual results.