Montana ExpoPark Market Demand, Financial Feasibility and Economic Impact Study Report February 2011 Submitted by: MARKIN CONSULTING ■ MAPLE GROVE, MINNESOTA Montana ExpoPark Market and Financial Feasibility Study February 2011 TABLE OF CONTENTS Site Factors ..................................................................................................................................................................................................................... 1 Great Falls in Relationship to Montana ................................................................................................................................................................... 1 Regional Access to Great Falls ................................................................................................................................................................................. 2 Montana ExpoPark in Relation to Great Falls ......................................................................................................................................................... 3 Montana ExpoPark in Relation to Hotels ................................................................................................................................................................ 4 Listing of Hotels in Great Falls Area ......................................................................................................................................................................... 5 Montana ExpoPark in Relation to Restaurants ....................................................................................................................................................... 6 Montana ExpoPark in Relation to Larger Shopping Centers ................................................................................................................................... 7 Primary and Secondary Markets and Drive Times .................................................................................................................................................. 8 Community Resources and Cultural Attractions ..................................................................................................................................................... 9 Aerial View of Montana ExpoPark ......................................................................................................................................................................... 10 Site Location Assessment Summary ...................................................................................................................................................................... 11 Population and Economic Trends ................................................................................................................................................................................ 12 Population Trends ................................................................................................................................................................................................. 12 Household Characteristics ..................................................................................................................................................................................... 17 Economic Trends ................................................................................................................................................................................................... 18 Demographic and Economic Summary ................................................................................................................................................................. 20 Usage Trends ................................................................................................................................................................................................................ 21 Usage by Event Type ............................................................................................................................................................................................. 21 Usage by Month .................................................................................................................................................................................................... 22 Usage by Building/Space ....................................................................................................................................................................................... 23 Facility Assessment Summary ............................................................................................................................................................................... 25 Competitive Factors ..................................................................................................................................................................................................... 26 Principal Competitive Facilities ............................................................................................................................................................................. 26 Local Event Facilities .............................................................................................................................................................................................. 26 Competitive Arenas ............................................................................................................................................................................................... 28 Comparable Arena Markets .................................................................................................................................................................................. 30 Horse Show Facilities ............................................................................................................................................................................................. 31 Horse Show Restrictions ........................................................................................................................................................................................ 33 Horse Populations ................................................................................................................................................................................................. 34 Competitive Assessment Summary ....................................................................................................................................................................... 35 Table of Contents | i Montana ExpoPark Market and Financial Feasibility Study February 2011 Input, Interviews and Surveys ...................................................................................................................................................................................... 36 Recap of Primary Research Tasks .......................................................................................................................................................................... 36 Local Business Surveys .......................................................................................................................................................................................... 37 Association/Convention Surveys ........................................................................................................................................................................... 37 Horse Club Surveys ................................................................................................................................................................................................ 38 General Public Survey Responses .......................................................................................................................................................................... 39 Pari‐Mutuel Trend Analysis ................................................................................................................................................................................... 40 Market Potential and Facility Options ......................................................................................................................................................................... 41 Market Niches ....................................................................................................................................................................................................... 41 Event Potential ...................................................................................................................................................................................................... 42 Market Opportunities and Operating Focus ......................................................................................................................................................... 43 Facility Options ...................................................................................................................................................................................................... 44 Financial Analysis ......................................................................................................................................................................................................... 46 Recommended Rental Rates