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How does Morgan Hill grow Leisure,
Agriculture and Recreation Tourism through
enhanced facility utilization while
strengthening promotions and marketing
partnerships
?
❖
ENHANCE FACILITY UTILIZATION AND
GROW SPORTS/RECREATION FACILITIES
According to the 2017 Morgan Hill Sports
Business Strategy prepared by Johnson
Consulting, Morgan Hill has the ability to
enhance and leverage existing facilities in
order to attract more events. To remain
competitive, the City should
Upgrade the
Outdoor Sports Center & Aquatics Center
(Infrastructure & Amenities) (Action #23)
and
Develop a Financing Plan to Construct
and Operate New Sports/Recreation
Facilities (Action #24),
such as Sand
Volleyball, In-door Facilities and
Baseball/Softball Fields.
❖
SUPPORT LODGING
The General Plan and the Zoning Code are
the main tools the City has to regulate land
development and support tourism by
providing streamlined processes and clear
rules for development of lodging facilities
such as hotels and bed and breakfast
facilities. The City should
Ensure General
Plan and Zoning Code Address Bed &
Breakfasts, Air B&B and Hotel Development
(Action #25)
to provide clear guidance
regarding the rules that apply to short-term
room or home rentals through Airbnb or
other platforms.
Much of the existing City hotel inventory is
approaching the end of its economic life
cycle. This means that aging hotels need to
consider reinvesting or transitioning these
facilities to other uses. In Morgan Hill, some
of these hotels have a large percentage of
over 30-day stays or in other words,
function as defacto housing. This raises
concerns for safety, State Building Code
compliance, and local General Plan and
Zoning conformance. The City should
Develop Plan to Help Upgrade or Transition
Aging Hotel Facilities (Action #26).
Finally, to support the vision of making
Morgan Hill and South Silicon Valley a
tourism destination, diversity among
lodging amenities is needed. The addition of
the Granada Boutique Hotel Downtown in
2018 is a big win for Morgan Hill and helps
cement this vision. To promote this type of
investment, the City should
Identify Pre-
Zoned Lodging Sites (Action #27).