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Master Vision Master Vision September 2012 Prepared by: The Environmental Education Group 501(c)(3) Exempt Foundation P.O Box 285 Santa Barbara, CA 93102-0285 805.735.7261 Alan Tratner, Chairman Lielle Arad, Global Director of Public Affairs Craig Allen, CFA, CFP, CIMA; Master Business Plan Consultant Special thanks to all who supported and contributed information for the development of this plan. Notices and Disclaimers This Master Vision is contingent on many diverse elements and issues. These range from securing the land grant for the site, various forms of financing, permits, determining contractors, subcontractors, vendors, suppliers, formalizing relationships with public and private sector alliances, environmental impact, public and site safety, etc. that all may be impacted by social and business economic and natural events or disasters, unforeseen developments and design, construction and operational activities, schedules, materials availability, labor, etc. Therefore flexibility must be understood and incorporated in the various phases, envisions, site components, elements, activities at the onset and through the evolution of the project. © 2012. Environmental Education Group. All Rights Reserved. 2 With Special Thanks… The following individuals have been critical to the progress we have made thus far. Without your vision, persistence, expertise, and enduring commitment to this project, we could not pursue our goal of creating the amazing space experience that will be the California Space Enterprise Center! • Various members of the Board of Directors, Advisors, and Consultants to the former California Space Authority and California Space Center Project • The Board of Directors of the Environmental Education Group • The Special Board of Advisors for the California Space Enterprise Center • The CSEC Citizen Advisory Committee • Teresa Gallavan, Economic Development Director - City of Lompoc • Members of the Lompoc Chamber of Commerce • Vandenberg Air Force Base/Space Command • Vincent P. Armenta, Tribal Chairman, Santa Ynez Band of Chumash Indians © 2012. Environmental Education Group. All Rights Reserved. 3 Table of Contents I. Executive Summary ...................................................................... 6 Restaurant and Food Court .................................................................. 37 Mission .......................................................................................................... 6 Outdoor Amphitheater ......................................................................... 37 Objective ....................................................................................................... 6 Space Education Facility ...................................................................... 37 Problem ......................................................................................................... 6 Conference Center ................................................................................ 38 Solution ......................................................................................................... 6 Mission Support Complex, Campus and Incubator ............................. 38 Why Now? ..................................................................................................... 6 Parking and Drives ............................................................................... 39 Organizational Summary .............................................................................. 6 Parking and Drives Summary .............................................................. 39 Board of Directors, Advisors, & Consultants ................................................ 6 Mission Detail ............................................................................................. 40 Professor Alan Tratner, Chairman of the Board ..................................... 7 V. Project Schedule ........................................................................ 41 John Palmer, Board Member for CSEC .................................................. 7 Development Strategy Detail ....................................................................... 41 Dr. Douglas E. Hersh, Board Member for CSEC .................................... 7 Phase 1 ................................................................................................... 41 Derek Casari, Board Member for CSEC .................................................. 7 Phase 2 .................................................................................................. 41 Megan Joy Havrda, Board Member for CSEC ........................................ 7 Phase 3 ................................................................................................. 42 EEG International Advisory Board ......................................................... 8 Phase 4 ................................................................................................. 42 Project Development & Features Summary .................................................. 8 Construction Schedule Diagram ................................................................. 43 Project Background ................................................................................ 8 Project Development Diagram ................................................................... 44 Project Goals ........................................................................................... 9 VI. Market Analysis........................................................................ 46 Inspire ..................................................................................................... 9 Tourism ...................................................................................................... 46 Educate & Entertain ............................................................................... 9 Space Vehicle and Missile Manufacturing .................................................. 46 Foster Private Space Enterprise ........................................................... 10 Public Interest in Space .............................................................................. 47 Featured Attractions ............................................................................. 10 Public Interest in Rocket Launches ............................................................ 48 Site Detail ............................................................................................. 10 Locals .................................................................................................... 48 Center Features & Attractions ..................................................................... 11 Regional ................................................................................................ 48 Visitor Attractions ................................................................................. 11 Statewide .............................................................................................. 49 Education and Business Features .......................................................... 11 National ................................................................................................ 49 Visitor Center ........................................................................................ 12 International ........................................................................................ 49 Space Heritage Museum Center ........................................................... 12 Competition ................................................................................................ 50 Rocket Park and Space Exploration Area ............................................. 12 Direct Competition ............................................................................... 50 Native Plant Garden ............................................................................. 13 Indirect Competition ............................................................................. 51 CSEC Planetarium and Observatory .................................................... 13 VII. Promotional, Marketing, & Sales Strategy .............................. 53 Large-Format (IMAX or IMAX-like) Theater ....................................... 14 Kickoff Event .............................................................................................. 54 Launch Viewing Facilities ..................................................................... 14 VIII. SWOT Analysis ...................................................................... 55 Restaurant and Food Court .................................................................. 14 Site ........................................................................................................ 55 Outdoor Amphitheater ......................................................................... 14 Weather ................................................................................................ 55 Space Education Facility ....................................................................... 15 History .................................................................................................. 56 Conference Center ................................................................................ 16 Schools and Universities ...................................................................... 56 Mission Support Complex, Campus and Incubator.............................. 16 Community ..........................................................................................
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