Development Driven by Data City of Glendora Hotel Market Study ECONSolutions by HdL 120 S. State College Blvd., Ste 200 Brea, CA 92821 www.hdlcompanies.com www.ECONSolutionsbyHdL.com October 2019 City of Glendora – Hotel Market Study 1 Table of Contents Introduction .................................................................................................................................................. 2 Scope of Work ............................................................................................................................................... 2 Market Area Analysis .................................................................................................................................... 3 Overview ................................................................................................................................................... 4 San Gabriel Valley Key Industries .............................................................................................................. 8 Demand Generators ...................................................................................................................................... 9 Summary of Trade Area Hotel Sample .................................................................................................... 13 Site Evaluation ............................................................................................................................................ 13 Locations ................................................................................................................................................. 13 Facility Recommendations .......................................................................................................................... 14 Hotel Valuation ........................................................................................................................................... 16 Transient Occupancy Revenue .................................................................................................................... 16 Concluding Remarks .................................................................................................................................... 17 Recommendations ...................................................................................................................................... 18 Assumptions & Limiting Conditions ............................................................................................................ 19 www.ECONSolutionsbyHdL.com • 714.879.5000 October 2019 City of Glendora – Hotel Market Study 2 Introduction HdL ECONSolutions was engaged by the City of Glendora, California to evaluate the hotel market and make recommendations for potential hotel development on two locations that the City is actively marketing to the hotel industry. In addition to assessing the demand and need for a hotel, the occupancy and average daily rates are projected for possible new hotels. Scope of Work The data used in this report has been confirmed to the extent possible, unless otherwise expressly noted. The general information used in this analysis was obtained from a variety of sources including via local government sources, secondary data contained in HdL’s sales & property tax databases, information from Smith Travel Research (STR) as well as CBRE Hotels and interviews with local and regional real estate professionals. Specific information regarding the proposed sites profiled in this report was obtained from the City of Glendora. Market data was secured through information obtained from STR, CoStar as well as interviews/research on the competitive market hotels. During the preparation of this market study, the following scope of work was undertaken by HdL ECONSolutions: • Discussed the proposed sites with the client (the City) in order to clearly understand the development plans and timing for the study area and inquiry for any hotel related developments. • Conducted an evaluation of the potential sites and the surrounding developments in order to assess the suitability of any site for any proposed hotel development, as well as to assess the competitive advantages and disadvantages. • Analyze relevant economic trends, general market conditions, and the state of the specific market factors having a direct impact on hotel demand within the Glendora competitive marketplace, including trends related to the area employment, demographics, and the various attractions and amenities of the Glendora area. The scope of work evaluates the demand for new hotels in light of demand generators including existing hotel competition, performance of existing hotel marketplace and growth of the marketplace in population and business development, including expansion of medical and healthcare facilities. www.ECONSolutionsbyHdL.com • 714.879.5000 October 2019 City of Glendora – Hotel Market Study 3 Market Area Analysis The relative success of a hotel is influenced by the interaction of various basic forces including government, social trends and economic conditions. The purpose of this section is to identify factual data regarding these forces within the market area and to analyze their impacts on real property performance levels – in particular, that of the proposed/potential hotel property. Primary sources of data include SiteSeer Technologies, the U.S. Bureau of Census, U.S. Bureau of Labor, CoStar, STR and CBRE Hotels. Strong economic development efforts and proper planning has help position Glendora as a prosperous market area for hotel development during the wave of economic expansion being witnessed in the region, along with much of Southern California. As the region continues to see success with a healthy retail marketplace, quality development areas have become scarce, necessitating developers to seek opportunities for redevelopment projects, including the development of new hotels. Glendora and the proposed hotel sites are approximately 50 miles northeast of Los Angeles International Airport, 30 miles from downtown Los Angeles, 20 miles from Pasadena, 8 miles east of City of Hope Medical Center, 10 miles east of Azusa Pacific University, Citrus College, 10 miles west of the Claremont Colleges and 24 miles west of Ontario International Airport. Visitors to the area could easily access the sites via a world-class regional freeway system including the 210 and 57 freeways both prominent routes running north/south and east/west through Southern California connecting the sites in Los Angeles County to Orange County as well as the Inland Empire and the greater San Gabriel Valley. The analysis that follows will profile two separate sites in the City of Glendora including a site in the Mayflower Center located at 940 S. Grand Ave and a site located at 1308/1332 S. Lone Hill Ave. The sections following will provide addition details of the basic market analysis within the 15-minute drive time trade area of each hotel sites as well as the City of Glendora in its entirety. www.ECONSolutionsbyHdL.com • 714.879.5000 October 2019 City of Glendora – Hotel Market Study 4 Overview The City of Glendora and the potential hotel sites are located in Los Angeles County. The sites are a part of the L.A. East (San Gabriel Valley) submarket and bordered by the San Gabriel Mountains to the north, Los Angeles and Orange County to the South, San Bernardino County to the east and 605 freeway to the west. Known as the “Pride of the Foothills”, Glendora is nestled in the foothills of the San Gabriel Mountains. Its downtown area, which has been consistently voted as one of the best downtowns in the San Gabriel Valley, is home to numerous restaurants, cafes, shops and hosts many community events throughout the year. Glendora has a diverse business community from small business owners to corporate offices of major U.S./International firms all contributing to the success of the City and San Gabriel Valley region. Demographics, Economic, And Employment The following table illustrates the recent population and household figures for a 15-minute drive-time from both proposed hotel sites, as well as the City of Glendora. City of Glendora 15-minute Drive-Time 15-minute Drive-Time Trade Area – Site 1 - Trade Area – Site 2 – Mayflower Lone Hill Population 53,644 443,219 441,761 5-Year Pop Projection 56,402 464,276 462,855 Households 18,179 137,141 136,497 5-Year HH Projection 19,141 143,829 143,215 Average HH Income $109,619 $93,043 $92,829 Median Age 41.2 39.3 39.1 Source: SiteSeer Technologies - PopStats The following highlights some of the data presented in the above table. • The City of Glendora makes up approximately 12.1% of the population of the 15-minute drive- time trade area for both hotel sites which are projected to grow by 4.8% over the next five years. • Household growth in the City of Glendora is projected to increase by approximately 5.3% and by 4.9% within hotel site trade areas over the next five years. • All the general trends (including employment and income) are expected to be positive for all the geographic areas studied. www.ECONSolutionsbyHdL.com • 714.879.5000 October 2019 City of Glendora – Hotel Market Study 5 Employment and Economic Base The following table illustrates the employment profile for a 15-minute drive-time from both proposed hotel sites and the City of Glendora. City of Glendora 15-minute Drive-Time 15-minute Drive-Time Trade Area – Site 1 Trade Area – Site 2 Daytime Population 59,031 564,804 566,037 Avg Employee Salary $56,958 $57,302 $57,914