Brown County Veterans Memorial Arena and Shopko Hall Adaptive Reuse Update Village of Ashwaubenon // March 2017 Table of Contents 1. Introduction and Executive Summary ................................................................................ 7 Local Market ........................................................................................................................... 7 The Events and Facilities Industry .......................................................................................... 7 Facility Conclusions and Recommendations .......................................................................... 8 Operating Projections and Economic/Fiscal Impacts ............................................................ 10 Funding Analysis ................................................................................................................... 13 Management Analysis ........................................................................................................... 14 2. Economic and Demographic Analysis .............................................................................. 16 Population ............................................................................................................................. 16 Age Demographics ............................................................................................................... 17 Household Information .......................................................................................................... 18 Employment .......................................................................................................................... 19 Area Attractions .................................................................................................................... 21 Access .................................................................................................................................. 22 Major Development Trends ................................................................................................... 22 3. The Facilities and Events Industry .................................................................................... 25 Analysis of BCA, Shopko Hall, and the Resch Center .......................................................... 25 Analysis of Local Facilities .................................................................................................... 31 Statewide Analysis ................................................................................................................ 36 Stakeholder Feedback .......................................................................................................... 49 Comparable Facilities Analysis ............................................................................................. 50 4. Market Conclusions and Recommendations ................................................................... 61 General Conclusions and Recommendations ....................................................................... 61 Future Facility Scenarios ...................................................................................................... 62 AECOM | HSP Project #60505681 Page 1 5. Demand and Financial Projections, and Funding Analysis ............................................ 69 Forecasts of Future Operations ............................................................................................ 69 Funding Opportunities ........................................................................................................... 79 6. Economic and Fiscal Impact Analysis .............................................................................. 87 Introduction to Economic and Fiscal Impacts from Facility Operations ................................ 87 Economic Impacts from Operations ...................................................................................... 88 Fiscal Impacts from Operations ............................................................................................ 93 Economic Impacts from Construction ................................................................................... 93 Summary of Economic and Fiscal Impacts ........................................................................... 94 7. Appendix – Management Analysis .................................................................................... 96 Current Management Contract ............................................................................................. 96 Other Public-Assembly Facility Management Contracts ....................................................... 97 Conclusions ........................................................................................................................ 100 AECOM | HSP Project #60505681 Page 2 Tables and Figures Table 1: Estimated Annual Events and Attendance – Actual 2015 and Four Future Scenarios (2023) ................................................................................................................................... 10 Table 2: Estimated Annual Revenues and Expenses – Actual 2015 and Four Future Scenarios (2023) ................................................................................................................................... 11 Table 3: Summary of Economic and Fiscal Impacts – Estimated 2015 and Four Scenarios (2023, thousands of dollars) ............................................................................................................ 13 Table 4: Population (2000-2020) .................................................................................................. 17 Table 5: Age Groups (2015) ......................................................................................................... 18 Table 6: Median Age .................................................................................................................... 18 Table 7: Average Household Size ................................................................................................ 19 Table 8: Median Household Income ............................................................................................. 19 Table 9: Top Employers in the Greater Green Bay Area ............................................................. 21 Table 10: Lambeau Field Event Space Rates .............................................................................. 34 Table 11: Local Hotels’ Event Space ........................................................................................... 35 Table 12: Exhibition Hall Revenues and Expenses, 2014 (thousands) ........................................ 37 Table 13: Veterans Memorial Coliseum Events and Attendance by Type (2012-2014) ............... 39 Table 14: Veterans Memorial Coliseum Revenues and Expenses, 2014 (thousands) ................ 39 Table 15: Monona Terrace Events and Average Attendance ...................................................... 41 Table 16: Revenues and Expenses, 2014 (thousands) ............................................................... 42 Table 17: Wisconsin Center Revenues and Expenses, 2014 (thousands) .................................. 45 Table 18: La Crosse Center Events (2015) .................................................................................. 48 Table 19: GTCTC Event Usage ................................................................................................... 53 AECOM | HSP Project #60505681 Page 3 Table 20: Swiftel Center Events and Attendance ......................................................................... 55 Table 21: BSSA Operating Revenues and Expenses (thousands) .............................................. 58 Table 22: ACWMC Expo Center 2016 Events ............................................................................. 60 Table 23: Annual Events, Event Days, and Attendance – Actual 2015 and Four Future Scenarios (2023) ................................................................................................................................... 70 Table 24: Estimated Annual Revenues and Expenses – Actual 2015 and Four Future Scenarios (2023) ................................................................................................................................... 72 Table 25: Estimated Tourist and Total Spending in Brown County ($000s) ................................. 83 Table 26: Sales Tax Funding Scenarios ...................................................................................... 85 Table 27: Estimated Term of Sales Tax Lengths Under Alternative Growth Rates ..................... 86 Table 28: Brown County Spending Multipliers ............................................................................. 92 Table 29: Estimated Employment-Related Multipliers .................................................................. 93 Table 30 – Construction Spending and Employment Multipliers .................................................. 94 Table 31: Summary of Economic and Fiscal Impacts – Estimated 2015 and Four Future Scenarios (2023, thousands of dollars) ................................................................................ 95 Figure 1: Map of Market Area ....................................................................................................... 16 Figure 2: Unemployment Rate (2005-2015) ................................................................................. 20 Figure 3: KI Convention Center (West and East Wings) .............................................................