City of Morgan Hill Bikeways, Trails, Parks and Recreation Master Plan

Section 2: Introduction and Executive Summary

May 2017

Sports Market Business Strategy – Morgan Hill, CA

PAGE 3

6 East Monroe Street

Fifth Floor

Chicago, Illinois 60603

Phone: 312.447.2010

Fax: 312.444.1125

clients, we deliver high-quality work in a timely manner. Numerous repeat engagements with several clients

are evidence of our reputation for quality and client satisfaction.

TERMS OF THE ASSIGNMENT

This report is based on estimates, assumptions, actual operating data and other information obtained from

our research, our prior experience with similar assignments, and information received from the Management

Team and other sources. The sources of information and basis of estimates and assumptions are stated

herein. Projections of facility demand, attendance presented within this report are based on Johnson

Consulting’s assessment of various data, market characteristics, discussions with project stakeholders, and

documented assumptions. We cannot represent our projections as results that will actually be achieved.

In accordance with our engagement letter, Johnson Consulting did not ascertain the legal or regulatory

requirements applicable to this project, including zoning or other state and local government regulations,

permits, and licenses. Furthermore, no effort has been made to determine the possible effect on this project

of present or future federal, state, or local legislation, including those related to jurisdictional, environmental,

or ecological matters or interpretations thereof.

EXECUTIVE SUMMARY

MARKET OVERVIEW

Johnson Consulting examined the current market conditions of Morgan Hill in relation to economic

indicators of Santa Clara County, the State of California and the United States. The key objective of this

research was to identify structural factors, opportunities and weaknesses that may affect the market’s ongoing

competitive situation. While characteristics such as population, employment and income are not strict

predictors of the success and impact of multi-purpose sports complexes, these factors can provide insight

into the capacity of a market to yield ongoing support for the infrastructure associated with a facility, such as

potential corporate partners and users of the facility.

Morgan Hill is located off U.S. Route 101 in North-Central California, southeast of San Jose. The growing

technology industry in nearby Silicon Valley (30 miles northwest) has had a strong influence on the entire

region. Leading companies in the technology sector that are based in Santa Clara County, are providing high-

paying and high-skilled employment opportunities in a vacation-type climate, which has driven upward the

area’s total cost of living. The following map displays Morgan Hill’s location in relation to major cities in the

surrounding area. In Figure 2-1, Morgan Hill is denoted in light blue in the map below.