DRAFT COPY For Discussion Purposes Only
1 1 STUDY COMPONENTS 1) Primary Research Components 1) Site Analysis 2) Existing Special Event Inventory Analysis 3) Survey of Residents 4) Comparable Markets Analysis
2) Opportunity Areas 1) Music 2) Food 3) Arts and Culture 4) Sports 5) Water 6) Children/Family 7) History 2 8) Other 2 1. Site Analysis EVENTS PLAN FOR PARK AREAS
Analyzed Sites
Augusta Common Augusta Riverwalk Riverfront Marina The Boathouse
Lake Olmstead Park Diamond Lakes Park Lock and Dam Park
4 4 EVENTS PLAN FOR PARK AREAS
Augusta Common
Size: 2.07 acres Overall Usage: High
Strengths: • Beautiful park space • Administration building adjacent to park • Comfort station is ADA-compliant • Proximity to downtown businesses and Riverwalk • Historical and educational features
Weaknesses: • No signs for restrooms • Security system and cameras needed • No secondary exit for administrative offices • Updates needed for groundcover areas and irrigation 5 system 5 EVENTS PLAN FOR PARK AREAS
Augusta Riverwalk
Size: 9.75 acres Overall Usage: High
Strengths: • Proximity to waterfront and downtown • Beautiful picnic and playground setting • No parking issues • Partnership with local garden clubs
Weaknesses: • Vacant adjacent property • Lack of enclosure, and somewhat disconnected at points from urban core • Picnic shelters needed • Improve landscaping and irrigation for aesthetics 6 6 EVENTS PLAN FOR PARK AREAS
Riverfront Marina
Size: 4.96 acres Overall Usage: Medium
Strengths: • Well maintained • Ample shade from trees
Weaknesses: • Dock deck needs repair • Nighttime vagrancy concerns at restrooms • Boat ramp needs repair • Concrete walks need repair
7 7 EVENTS PLAN FOR PARK AREAS
The Boathouse
Size: 10.51 acres Overall Usage: High
Strengths: • Beautiful setting on river • Highly used facility • Open space often used for special events
Weaknesses: • Front railing needs replacement • Building is not ADA compliant • Wood rot needs repair
8 8 EVENTS PLAN FOR PARK AREAS
Lake Olmstead Park
Size: 96.83 acres Overall Usage: High
Strengths: • Beautiful setting • Heavily used facilities • Boat ramp and floating dock appear to be ADA compliant
Weaknesses: • BBQ Pit Comfort Station and restrooms are not ADA compliant • Casino needs restroom renovation • Gazebo needs repair
9 9 EVENTS PLAN FOR PARK AREAS
Diamond Lakes Park
Size: 286.13 acres Overall Usage: High
Strengths: • Large number and variety of facility offerings • Trees at ball field sites • Scenic – features attractive trees and lakes • Ample parking • 25 RV hookups
Weaknesses: • Lack of connectivity between facilities • Security cameras needed • Some erosion on walking trails • Updates needed for groundcover areas and irrigation 10 system 10 EVENTS PLAN FOR PARK AREAS
Lock and Dam Park
Size: 38.64 acres Overall Usage: Medium/High
Strengths: • Picnic areas by water with grills, nice setting • Beautiful tree-covered property • Boat ramp and small pier are ADA compliant
Weaknesses: • Comfort stations are not ADA compliant and are outdated • Fishing pier and dock in need of repair • Picnic shelter roofs need repair • Slope at dam parking lot may need a barrier/handrail • Drinking fountains in poor condition 11 11 2. Existing Event Inventory Analysis EXISTING EVENT INVENTORY
2015 Events by Site Augusta Common Jessye Norman Amphitheatre Diamond Lakes Regional Park • Metro Market Spring Fling • Riverwalk Revival Concert • Tax Commissioner's Softball Tournament • The Major Rager • Ann N. Johnson Jazz Festival • Adult Softball Rental • Seer Sucker • Children's Week Kick Off • Tax Commissioner's Family Fun Day • Candlelight Jazz Series • Riverwalk Revival Concert • Adult Softball Rental • WRDW Family Fair • Live Pitch End of Season Tournament • March of Dimes Walk • GRPA Junior Boys State Baseball Tournament • Augusta Music Fest Boathouse/Riverfront Marina • GRPA Junior Girls State Fast-Pitch Softball • Garden City Gospel Fest • Southern National Drag Boat Races Tournament • First Friday • Ironman Triathlon • Dixie Youth Majors State Baseball Tournament • Mudbugabeaux Crawfish Festival • Head of the South Rowing Regatta • Youth Soccer Jamboree • Teen Palooza • Day In the Country • Cancer Awareness Walk • Proud Father Rally • Dasani Mayor's Cup • Cancer Awareness Walk • Southern States Top 32 • Augusta Pride Festival Lake Olmstead Park • Georgia State Adult League Championships • Independence Day Celebration • Georgia State Mixed Doubles Championships • Gem, Mineral & Fossil Show • Outdoor Concert Nation • Papa John's GeorgiaLina • Dragon Boat Races • Night of Fire • Joy Ryders Camaro Club Rental • US Southeast Regional Rowing Regatta • March for Jesus • Adult Softball Rental • Hope House Family Festival Day • ISA Softball Rental • Arts in the Heart Festival Lock and Dam Park • Adult Softball Rental • Ironman • GRPA State Adult Co-ed Softball Tournament • Hispanic Festival • Red Neck Olympics • Youth Baseball Rental • Miracle Mile Breast Cancer • Oka'chaffa PowWow and Wild West festival 13 • Wacky Wig Walk • Walk to End Alzheimer's 13 • Race for the Fallen Glow Run • Christmas Light Up Spectacular EXISTING EVENT INVENTORY
2015 - Number of Special Events by Event Type (all sites)
25 62 Total Events
20 19 18
15
10 9 9 Number of Events of Number
5 4 2 1 14 0 14 Music Market Fair/Festival Fitness Water Sports Exhibition Source: Augusta Recreation and Parks Department, 2016 EXISTING EVENT INVENTORY
2015 – Special Events By Type By Site
35
30 27 Exhibition 25 7 22 Sports Water 20 Fitness Fair/Festival 15 Market 14 Music Number of Events of Number 18 10
4 4 5 3 2 5 3 2 0 15 Amphitheatre Augusta Common Boathouse/Marina Diamond Lakes Lake Olmstead Lock and Dam 15 Source: Augusta Recreation and Parks Department, 2016 EXISTING EVENT INVENTORY
Events by Total Attendance (events with under 10,000 attendees)
10,000 9,000 Largest Event = Southern National Drag Boat Races 8,000 (40,000 attendees, not included in chart) 7,000 6,000 5,000 4,000 3,000 2,000 1,000
0
Ironman
First First Friday
Night of Fire of Night
Seer Sucker Seer
Teen Palooza Teen
March for Jesus March
Wacky Wig Walk Wig Wacky
The Major RagerMajor The
Hispanic Festival Hispanic
Ironman Triathlon Ironman
Proud Father Rally Proud In Country Day the
ISA Softball Rental ISA Softball
WRDW Family Fair WRDW Family
Dragon Boat Races Boat Dragon
Augusta Music Fest Augusta Olympics Neck Red
Dasani Mayor's Cup Mayor's Dasani
Adult Softball Rental Adult Softball Rental Adult Softball Rental Adult Softball Rental Adult Softball
March of Dimes Walk of March Dimes
Youth Baseball RentalBaseball Youth
Augusta Pride Festival Pride Augusta
Candlelight Jazz Series Jazz Candlelight
Southern States 32 Top Southern Nation Concert Outdoor
Youth Soccer Jamboree Soccer Youth
Walk to End Alzheimer's End Walkto
Cancer Awareness Walk CancerAwareness Walk CancerAwareness Heartthe in Festival Arts
Augusta Tech. FieldDay Tech. Augusta
Garden City Gospel Fest Gospel City Garden
Children's Week Kick Off Week Kick Children's
Papa John's GeorgiaLina John's Papa
Metro Market Spring Fling MetroSpring Market
Riverwalk Revival Concert Revival Riverwalk Concert Revival Riverwalk
Georgia State Adult League… Adult State Georgia
Gem, Mineral & Fossil Show & Mineral Fossil Gem,
Tax Commissioner's Softball… Commissioner's Tax
Georgia State Mixed Doubles… Mixed State Georgia
Race for the Fallen GlowRun Fallenthe for Race
Ann N. Johnson Festival Ann Jazz
US Southeast Rowing… Regional Southeast US
Christmas Light ChristmasUpSpectacular
Joy Ryders Camaro ClubCamaro JoyRyders Rental
Hope House Family FestivalDay House Family Hope
GRPA State Adult Co-ed Softball… Co-ed Adult StateGRPA
GRPA Junior Boys State Baseball… State JuniorBoys GRPA
Dixie Youth Majors State Baseball… State Majors Dixie Youth
Head of the South Rowing Regatta Rowingof South Head the
GRPA Junior Girls State Fast-Pitch… StateJunior Girls GRPA Tax Commissioner's Family FunDay Family Commissioner's Tax 16 of Tournament PitchEnd Season Live Note: Attendance figures not available for Mudbugabeaux Crawfish Festival or the Oka’chaffa PowWow and Wild West Festival 16 Source: Augusta Recreation and Parks Department, 2016 EXISTING EVENT INVENTORY
2015 – Special Events By Month
18
15 14 14 12 12 10 9 9 8
6 5 5 Number of Events of Number 3 3 2 1 0 0
17 17
Source: Augusta Recreation and Parks Department, 2016 3. Survey of Residents EXTENSIVE OUTREACH • Distributed online survey to over 25,000 local residents, with in- depth submissions provided by 930 respondents
• Conducted interviews with more than 45 local stakeholder organizations regarding the Augusta market and the event and festival development potential within the community
• Telephone interviews with parks and recreation and/or event management offices in Little Rock, Greenville, Columbia, and Savannah
• Completed interviews with ten different local and non-local 19 outdoor sports organizations 19 AUGUSTA RESIDENTS SURVEY
Zip Codes of Survey Respondents
0.43% 0.65% 1.41% 7.57% Other Zip 19.57% 24.32% Codes: 1.62% 4.22% 1.1% 0.11% 21.41%
17.19% 0.43% 20 20
Source: CSL Community Survey, 2016 AUGUSTA RESIDENTS SURVEY
Age of Survey Respondents Years in Augusta
3.6% 2.2%
14.1%
31.2% 21.1%
23.8% 20.2% 83.8%
19 to 25 26 to 35 36 to 45 46 to 55 56 or older < 1 year 1 to 5 years > 5 Years
21 21 Source: CSL Community Survey, 2016 CONFIDENTIALCONFIDENTIAL DRAFT – Interim DRAFT Work – Interim Product Work – Subject Product to – ChangeSubject to Change EVENTS AND FESTIVALS AUGUSTA RESIDENTS SURVEY How often have you frequented each of these areas in the past year?
Diamond Lake Olmstead Lock and Dam Augusta Riverwalk Riverwalk Riverwalk The Lakes Park Park Park Common Augusta Amphitheatre Marina Boathouse
11+ 10% 7% 4% 8% 14% 6% 2% 2%
4 to 10 13% 14% 10% 22% 26% 12% 6% 4%
1 to 3 25% 40% 33% 45% 42% 34% 25% 26%
0 Times 53% 38% 52% 25% 17% 48% 67% 68%
22 22 Source: CSL Community Survey, 2016 22 CONFIDENTIALCONFIDENTIAL DRAFT – Interim DRAFT Work – Interim Product Work – Subject Product to – ChangeSubject to Change EVENTS AND FESTIVALS AUGUSTA RESIDENTS SURVEY How interested would you be in attending events/festivals in the selected park areas?
Diamond Lake Olmstead Lock and Dam Augusta Riverwalk Riverwalk Riverwalk The Lakes Park Park Park Common Augusta Amphitheatre Marina Boathouse
5 32% 33% 26% 49% 45% 45% 26% 28%
4 15% 25% 18% 23% 24% 23% 18% 20%
3 18% 21% 22% 15% 17% 18% 25% 23%
2 11% 7% 12% 5% 5% 5% 12% 10%
1 24% 14% 22% 8% 8% 9% 20% 19% 23 23 Source: CSL Community Survey, 2016 23 CONFIDENTIALCONFIDENTIAL DRAFT – Interim DRAFT Work – Interim Product Work – Subject Product to – ChangeSubject to Change EVENTS AND FESTIVALS AUGUSTA RESIDENTS SURVEY How interested would you be in attending the following types of an events/festivals?
Food Festivals Music Events Sporting Events Water Events Children’s Events Historic Celebrations Holiday Events
5 61% 61% 35% 33% 36% 40% 46%
4 20% 21% 21% 19% 14% 22% 23%
3 12% 10% 19% 22% 16% 20% 15%
2 4% 4% 12% 12% 10% 9% 8%
1 4% 4% 13% 13% 23% 8% 9%
24 24 Source: CSL Community Survey, 2016 24 AUGUSTA RESIDENTS SURVEY
Comparison of “Significant Interest” (ratings of 5) in Potential Event Areas by Age Group 35 and Younger 36 and Up
Riverwalk Augusta 56% Augusta Common 48%
Riverwalk Amphitheatre 55% Riverwalk Amphitheatre 42%
Augusta Common 55% Riverwalk Augusta 42%
The Boathouse 37% Diamond Lakes Park 32%
Lake Olmstead Park 37% Lake Olmstead Park 32%
Riverwalk Marina 34% The Boathouse 26%
Lock and Dam Park 32% Riverwalk Marina 24%
25 Diamond Lakes Park 32% Lock and Dam Park 24% 25 Source: CSL Community Survey, 2016 AUGUSTA RESIDENTS SURVEY
Comparison of “Significant Interest” (ratings of 5) in Potential Types of Events by Age Group 35 and Younger 36 and Up
Food Festivals 79% Music Events 59%
Music Events 68% Food Festivals 55%
Holiday Events (4th of July) 54% Holiday Events (4th of July) 43%
Water Events 44% Historic Celebrations 39%
Historic Celebrations 43% Children's Events 35%
Children's Events 43% Sporting Events 32%
26 Sporting Events 41% Water Events 29% 26 Source: CSL Community Survey, 2016 AUGUSTA RESIDENTS SURVEY
Comparison of “Significant Interest” (ratings of 5) in Potential Event Areas by Geographic Location of Residents (North or South Augusta) Northern Augusta Southern Augusta
Riverwalk Amphitheatre 47% Diamond Lakes Park 53%
Riverwalk Augusta 46% Riverwalk Augusta 45%
Lake Olmstead Park 37% Riverwalk Amphitheatre 43%
The Boathouse 27% The Boathouse 33%
Riverwalk Marina 26% Lock and Dam Park 29%
Lock and Dam Park 23% Lake Olmstead Park 28%
Diamond Lakes Park 18% Riverwalk Marina 28% 27 Note: Northern Augusta comprised of 30901, 30904, 30907, 30909 and 30813 zip codes 27 Southern Augusta comprised of 30815 and 30907 zip codes Source: CSL Community Survey, 2016 AUGUSTA RESIDENTS SURVEY
Please describe any other events you would be interested in attending.
Arts/Cultural Festival 24.6% Fitness 10.1% Craft Sale/Farmers Market 8.7% Beer/Wine Festival 8.0% Religious 5.8% Trade Show/Expo 5.8% Local Awards Ceremony 5.8% Tech-related 4.3% Live Acting Performance 4.3% Food Trucks 3.6% Cook-off 3.6% Fundraiser 3.6% Holiday Festival/Village 3.6% Pet Event 2.9% Film Festival 2.2% 28 Renaissance Festival 1.4% 28 Disc Golf 1.4% Source: CSL Community Survey, 2016 AUGUSTA RESIDENTS SURVEY
What types of enhancements to the parks and/or activities would encourage you to more frequently visit the parks and outdoor recreational areas listed above?
More Activities/Events 35% Security Features 25% Park Cleanliness/Landscape 20% More Park Equipment 13% Facility Improvements 10% Better Lighting 8% More Food Vendors 8% More Walking/Biking Paths 7% More Public Seating 5% Sports Programs 5% Better Parking 4% Dog Parks/Dog Friendly 4% More Shaded Spaces 3% Handicap Accessability 1% 29 Cooling Stations 1% 29 Other 6% Source: CSL Community Survey, 2016 AUGUSTA RESIDENTS SURVEY
Please describe any park facilities or amenities you would like to see developed.
30 30 Source: CSL Augusta Residents Survey, 2016. AUGUSTA RESIDENTS SURVEY
Please describe any themes, historical figures, natural amenities or other concepts you would like to see reflected in public art.
31 31
Source: CSL Augusta Residents Survey, 2016. AUGUSTA RESIDENTS SURVEY
Please describe any community locations you feel would benefit from added public art.
32 32 Source: CSL Augusta Residents Survey, 2016. 4. Comparable Markets Analysis COMPARABLE MARKET ANALYSIS
Comparison of Demographics – Overall Population and Households by Income
Augusta, GA Greenville, SC Columbia, SC Columbus, GA Savannah, GA Comp Average Population Summary
2016 Total Population 437,073 616,752 581,605 325,232 320,733 461,081 2021 Total Population 457,646 663,110 618,587 342,657 345,717 492,518 2016-2021 Annual Rate 9.2% 14.6% 12.4% 10.5% 15.1% 13.2% 2016 Households by Income Household Income Base 167,405 237,161 225,115 123,886 120,492 176,664 Income less than $50,000 51.9% 50.1% 48.4% 55.4% 52.1% 51.5% $50,000 - $74,999 18.2% 18.0% 18.4% 18.3% 18.1% 18.2% $75,000 - $99,999 11.8% 11.8% 12.5% 11.9% 12.2% 12.1% Income $100,000 and more 18.1% 20.0% 20.7% 14.5% 17.5% 18.2% Average Household Income $65,125 $67,727 $69,480 $59,554 $65,330 $65,523
34 34
Source: Esri, 2016. COMPARABLE MARKET ANALYSIS
Comparison of Demographics – By Age and By Race/Ethnicity
Augusta, GA Greenville, SC Columbia, SC Columbus, GA Savannah, GA Comp Average 2016 Population by Age 0 - 14 19.9% 19.8% 18.4% 20.5% 19.6% 19.6% 15 - 24 13.6% 12.7% 16.8% 14.6% 15.2% 14.8% 25 - 44 26.6% 26.5% 27.3% 27.6% 28.3% 27.4% 45 - 64 25.6% 26.4% 24.7% 24.3% 23.4% 24.7% 65 - 74 8.7% 8.8% 7.9% 7.7% 8.1% 8.1% 75 + 5.7% 5.8% 5.1% 5.2% 5.4% 5.4% 2016 Population by Race/Ethnicity Total 437,073 567,088 581,605 325,232 320,733 448,665 White Alone 55.0% 74.1% 56.1% 53.0% 53.8% 59.3% Black Alone 36.9% 16.9% 35.9% 38.6% 37.5% 32.2% American Indian Alone 0.3% 0.3% 3.0% 0.5% 3.0% 1.7% Asian Alone 2.4% 2.1% 2.6% 2.0% 2.7% 2.4% Pacific Islander Alone 0.2% 1.0% 1.0% 0.2% 0.2% 0.6% Diversity Index 60.8 48.6 60.4 62.8 62.6 58.6
35 35
Source: Esri, 2016. 5. Recommendations for Event/Festival Development MUSIC EVENTS
• Concepts include • Citywide James Brown Music Festival
Augusta, GA • University-partnered indie rock festival in downtown • Savannah River celebration • One-year planning process needed for citywide events, as well as seed money and extensive outreach • In-ground utilities for power and tent Primary Sites – Commons, Amphitheater poles needed in sites such as Lock and Secondary Site – Diamond Lake 37 Dam and Diamond Lakes Tertiary Site – Marina, Lock & Dam 37 Not Suitable – Boathouse, Olmstead FOOD EVENTS
• Concepts include • Citywide Southern hospitality festival
Augusta, GA • Downtown craft beer/spirit festival • Chili/barbeque cook-offs • Partner with local restaurants and chefs • Outreach to non-local food writers and bloggers • Activate neighborhood areas and pocket
Primary Site - Common parks with smaller scale picnics and Secondary Site – Diamond Lake, Olmstead barbeques 38 Tertiary Site - Boathouse 38 Not Suitable – Amphitheater, Marina, Lock & Dam ARTS/CULTURE EVENTS
• Concepts include • Growing/enhancing existing festivals
Augusta, GA • Temporary public art event – citywide construction of large installations • Outdoor art auctions • Chalk/wall mural competitions • Nighttime laser/light displays along River Primary Site - Common • Secondary Site – Amphitheater, Boathouse More funding for the arts needed to Tertiary Site - Marina develop all concepts 39 Not Suitable – Diamond Lakes, Olmstead, Lock & Dam 39 SPORTING EVENTS
• Continue to leverage Diamond Lakes for economic impact-generating softball/baseball events Augusta, GA • Opportunity exists to attract soccer/lacrosse tournaments with development of new complex • Activate Lock and Dam and Augusta Common with more regular programming • Local adult/youth flag football, field Primary Site – Diamond Lakes hockey, ultimate Frisbee, and Secondary Site - None quidditch competitions Tertiary Site – Common, Lock & Dam 40 Not Suitable – Amphitheater, Marina, Boathouse, 40 Olmstead WATER EVENTS
• Concepts include • Christmas/holiday boat parade
Augusta, GA • Water-based public art events (Canal Convergence in Scottsdale) • Consider local kayak, canoe, wakeboard or jetski competitions along Savannah River or Lake Olmstead
Primary Site – Marina, Boathouse Secondary Site – Olmstead, Lock & Dam Tertiary Site - None 41 Not Suitable – Common, Amphitheater, Lock & Dam 41 CHILDREN’S EVENTS
• Concepts include • Annual picnic in the park at Lock and Dam, Diamond Lakes or Augusta Augusta, GA Common (Savannah, Georgia) • Downtown Halloween event at Common (Columbus, Georgia) • Partner with local businesses to sell food, beverage and retail • Primary Site – Lock & Dam Engage local non-profits to include Secondary Site – Common, Amphitheater, Diamond educational exhibits or other components Lakes, Olmstead Tertiary42 Site - None 42 Not Suitable – Marina, Boathouse HISTORIC CELEBRATIONS
• Concepts include • Black history parade and festival (Columbia, South Carolina) Augusta, GA • River/industry event • Invite local businesses and non-profits to produce their own educational materials or merchandise • Partner with museums to develop outdoor exhibits Primary Site - Olmstead • Invite local artists to develop paintings, Secondary Site – Common, Diamond Lakes Tertiary43 Site – Lock & Dam sculptures or live performances 43 Not Suitable – Amphitheater, Marina, Boathouse HOLIDAY EVENTS
• Concepts include • Christmas boat parade
Augusta, GA • Halloween costume contest at Common • New Years Eve celebration at Augusta Common (Famously Hot New Year in Columbia, South Carolina)
Primary Site - None Secondary Site – Diamond Lakes, Olmstead 44 Tertiary Site – Common, Amphitheater, Boathouse 44 Not Suitable – Marina, Lock & Dam OTHER EVENTS
• Concepts include • Health and fitness festival
Augusta, GA • Partner with Medical District, University, local restaurants as well as fitness groups • Citywide busker fest or fringe festival • Partner with Augusta Players, Symphony Orchestra for
Primary Site – Diamond Lakes programming Secondary Site – Olmstead, Lock & Dam • Extensive outreach to acquire non- Tertiary Site – Common, Amphitheater, Marina, 45 Boathouse local talent 45 Not Suitable - None