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Section 2: Introduction and Executive Summary
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May 2017
Sports Market Business Strategy – Morgan Hill, CA
PAGE 1
6 East Monroe Street
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Fifth Floor
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Chicago, Illinois 60603
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Phone: 312.447.2010
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Fax: 312.444.1125
www.chjc.comINTRODUCTION
The City of Morgan Hill, California (“City”) was seeking a qualified consultant to conduct an all-
encompassing market assessment and facility audit of regional sports and recreation venues. Johnson
Consulting conducted competitive facility assessments on the Outdoor Sports Center and Aquatics Center to
evaluate improvements versus additions at each facility. Additionally, our analysis resulted in a strategic
planning process for such venues and economic tourism development strategies for the sports and recreation
sectors. The results of our subsequent analysis will empower the City to make the most informed decisions
about potential future development or renovation of facilities, how to operate such facilities, where to place
them to optimize return on investment, while enhancing the marketability of year round culture, sports
tourism and unique events.
OBJECTIVES OF THE STUDY
Johnson Consulting has undertaken a program of services designed to accomplish the following major
objectives:
Historical Operations Review:
Provide a review of event demand and attendance at the Morgan Hill
Outdoor Sports Center and Morgan Hill Aquatics Center. As part of the review we projected the
current economic and fiscal impacts at each facility.
Market Study and Strategic Plan:
Review the market conditions in Morgan Hill, meet with
stakeholders of the Outdoor Sports Center and Aquatic Center, and conduct a regional facility audit
within a 200-mile radius of Morgan Hill to understand any facility gaps in Morgan Hill. Part of this
objective will include a strategic plan with respect to sports and recreation facilities so the City can
determine if new facility development should be considered, or if the existing facilities can be
updated to improve the economic and fiscal impacts of each facility.
In addition to this introduction and methodology review, the report contains the following sections:
Section 3:
Presents an economic and demographic overview of Morgan Hill and the regional market.
The information in this section is an essential component in understanding the economic and market
framework that supports the existing facilities and any new developments.
Section 4:
Provides an overview of the Morgan Hill Aquatics Center and Outdoor Sports Center.
The overview includes demand and attendance figures from data provided by each facility, and a
projection of economic and fiscal impacts resulting from operations. Also included in this section are
the results from four intercept surveys conducted at the Outdoor Sports Center and Aquatics Center.
Section 5:
This section includes a regional inventory of similar facilities within a 200-mile radius to
show the facilities that Morgan Hill competes with for events. Also included in this section is a