32 / 61
32
Many people throughout the region are not
aware of these great amenities. There is a
tremendous opportunity to brand Morgan
Hill as the perfect weekend destination, and
as an alternative to the wine regions to the
north.
In addition to expanding marketing
and branding efforts, the City can also
support tourism by enhancing and
leveraging existing sports and recreational
facilities in order to attract additional sports
tournaments and events.
Finally, the City and its partners can work to
ensure that there is adequate lodging
available to accommodate guests. There are
currently 900 hotel rooms in the City in 14
hotels. However, only six of the hotels are
considered upscale or upper-midscale. The
rest of the hotels are economy class and
many of them have reached or are
approaching the end of their economic life
(which means that they need to re-invest or
may be required to downgrade the
brand/flag). A 2015 Hotel Market Study
conducted by Hotel Appraisers & Advisors,
found that there is also substantial unmet
demand for additional hotel development
in the community.