DEMAND ANALYSIS STUDY FOR CULTURAL PERFORMANCE / EVENT SPACES Northeast False Creek and Hastings Park December 1, 2010 Final Report Prepared for: Prepared by: phone: 604-654-2612 address: 240-670 Evans Ave, Vancouver BC, V6A 2K9 email: [email protected] TABLE OF CONTENTS 1. EXECUTIVE SUMMARY .......................................................................................................... 2 2. PURPOSE ................................................................................................................................ 5 3. METHODOLOGY...................................................................................................................... 6 4. ANTICIPATED USES OF STUDY AREAS ............................................................................... 8 5. DEMOGRAPHIC OVERVIEW AND ATTENDANCE TRENDS................................................. 9 6. EXISTING SUPPLY OF OUTDOOR PERFORMANCE AND EVENT SPACES..................... 19 6.1 Inventory ........................................................................................................................... 19 6.2 Evaluation of Existing Venue Supply ................................................................................ 24 6.3 Other Considerations ........................................................................................................29 7. DEMAND ................................................................................................................................ 31 7.1 Online Survey Results ...................................................................................................... 31 7.2 Direct Interviews with Cultural Performance and Event Producers................................... 59 7.3 Overall Demand Summary................................................................................................ 62 8. GAP ANALYSIS...................................................................................................................... 64 9. COMPARATIVE VENUES ...................................................................................................... 69 10. ANALYSIS OF VENUE INFRASTRUCTURE REQUIREMENTS ......................................... 75 10.1 Infrastructure Requirements based on Survey Respondents ......................................... 75 10.2 Infrastructure Requirements for Current High-Usage Sites ............................................ 76 10.3 Cost Comparisons from Other Venues ........................................................................... 78 11. SUMMARY REGARDING STUDY AREAS........................................................................... 80 APPENDICES: Appendix A - List of Survey Respondents Appendix B - Range of Events Appendix C - Survey Questions Appendix D - Additional Survey Response Charts Appendix E - List of Interviewees and Interview Notes Appendix F - City of Vancouver Outdoor Venue Background Research Appendix G - Existing Venue Supply Summaries Appendix H - Comparative Venues Summary Appendix I - References John Donnelly & Associates Page 1 October 2010 1. EXECUTIVE SUMMARY This report summarizes the Demand Analysis Study for Cultural Performance / Event Spaces, the goal of which is to answer the basic question of what demand exists for outdoor cultural performance and event spaces in the City of Vancouver. The report includes an inventory of existing outdoor venues in the City of Vancouver, a demonstration of the demand for outdoor performance and event spaces, an analysis of the current gaps found within Vancouvers inventory of venues, an overview of comparable venues found in other regions, and a preliminary consideration of facility requirements to fill the gap. To consider the issue, John Donnelly & Associates: Inventoried and assessed existing outdoor venues in the City of Vancouver and region. Reviewed and summarized relevant material on demographics and trends. Completed an online survey of a cross-section of Vancouver cultural performance and event organizers and producers. Interviewed organizers and producers currently utilizing outdoor event spaces in Vancouver. Researched comparable venues in other communities. The online survey received 173 responses from performance organizations and event producers drawn from an estimated sector of 350 local organizations and companies who were invited to partake in the study, achieving an approximate 50% participation rate. Existing Supply An inventory and evaluation of local outdoor facilities was completed in order to understand the existing supply and to identify gaps and opportunities. Fourteen local and regional facilities were profiled. These fourteen venues were identified as high usage sites in desirable locations. Location, available amenities, current users, current volume and type of usage, and feedback from survey respondents and venue producers operating at each site are included. Demand The demand for outdoor performance and event space was determined by reviewing demographic data and trends, by completing an online survey of a diverse cross-section of organizers and producers, and by interviewing key organizers and producers. John Donnelly & Associates Page 2 October 2010 The demand is characterized primarily by: A growing population in Vancouver and the Metro Vancouver region combined with consistent or increasing attendance at, and interest in, performing arts activities, festivals, and sport or leisure activities. The combination of these factors leads to increased absolute numbers of attendees and a strong market for outdoor performances and events. 64% of survey respondents indicate an increase in attendance at performances and events over the past five years. Of the respondents who noted an increase in audience size of the past five years, there was a nearly 40% increase overall. 70% of survey respondents project an increase in attendance at their performances or events in the next ten years. Gap Analysis When demand research and user responses are combined with the inventory of existing outdoor venues in the City of Vancouver, the following gaps are demonstrated: 1. There is a need for development of new performance and event specific venues in order to meet growing demand by audiences and organizers. Growth in demand is demonstrated through: projected population increases, trends in attendance and participation, and demonstrated and projected increases in attendance shown by organizers through the online survey. The existing supply of venues considered suitable for outdoor performances and events exhibits high usage and has limited availability to absorb the future growth. Given that 64% of outdoor events in Vancouver have enjoyed increases in attendance over the past five years, and 70% of survey respondents fully expect their events will continue to grow in size over the next 10 years further reinforces the demand that additional outdoor venues are required. 2. The capacity need for new venues is highest in the range of 1,000 to 3,999. Of existing events and performances, 33% of survey respondents have peak daily attendance numbers in this range. There is also high demand for events that have a peak daily attendance of less than 1,000 people, as 29% of survey respondents indicated this level of attendance. A venue built to satisfy a capacity range of 1,000 to 3,999 will also be usable by events or performances with attendance of less than 1,000 people, particularly if designed for scalability. John Donnelly & Associates Page 3 October 2010 The existing venues which serve capacities ranging from 1,000 to 3,999 are either fully booked or are limited in availability due to site management policy which seeks to mitigate impacts on neighbourhoods, wildlife, overuse and availability for community and sport use Event producers who have long-running events in this capacity range are generally satisfied with their current space as their events and booking dates are secure, however any producers searching for space for new or expanded events are generally dissatisfied with the available venue options. 3. There is also a demonstrated demand for new venues in the range of 4,000 to 6,999. Outdoor venues that serve capacities ranging from 4,000 to 6,999 have a high rate of usage, yet there are only seven existing venues currently supplying this capacity, therefore this category has the lowest supply of venues. Given the growing population in Vancouver and the projected rate of growth for the majority of events in the next 10 years leading to an increased absolute numbers of attendees, it is expected that many of the over 3,000 annual events currently being staged in venues in the 1,000 – 3,999 range will outgrow their current venue size in coming years. Responses during the one-on-one interviews with producers strongly indicated demand for venues with capacities in the range of 3,000 to 6,000 people, overlapping considerably with the demand stated in the online survey for 1,000 to 3,999 and 4,000 to 6,999 categories. 4. There is a substantial need to install infrastructure common to all events in the venues that have the highest event use annually and in any future outdoor performance and event venues to be developed. The most desired infrastructure includes: power, water, public washrooms, and site access. Further, outdoor venues with a covered stage, which have partial cover for the audience and have the ability for scalable ticketing will be most regularly used by event producers and cultural organizations. Developing new