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Section 2: Introduction and Executive Summary
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May 2017
Sports Market Business Strategy – Morgan Hill, CA
PAGE 9
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.comTable 4-1
OBSERVATIONS:
The overall facility is in good shape from an appearance perspective. The 50-meter pool is
also utilized as a short-course pool that allows for approximately 17 lanes. The facility is located adjacent to
the Outdoor Sports Center and has a shared parking lot. Parking is the biggest issue facing the Aquatics
Center. There is also a need for additional deck space to host additional swimmers during large meets. The
recreational offerings at the pool are adequate and include recently added cabanas for private parties or
gathering spaces for recreational users. The facility was a state-of-the-art development, costing approximately
$14 million in 2007.
ECONOMIC AND FISCAL IMPACTS
The economic and fiscal impacts analysis is based on event demand, attendance, and activities at the existing
Aquatics Center and Outdoor Sports Center as provided by the City of Morgan Hill and Morgan Hill Youth
Sports Alliance. The economic and fiscal impacts are measured by the estimated spending by visitors to the
facilities. It should be noted that official attendance figures for events at the OSC were not available. Instead,
our projections relied upon projected attendance figures for events held in 2016 provided to us by OSC
management.
Economic impact is defined as added spending in an economy that is the direct result of certain activities,
facilities, or events. The economic impact analysis associated with the operation of the existing Aquatics
Center and Outdoor Sports Center considers all added spending (direct, indirect, and induced) that is
generated by the visitation to the facilities, as well as the increase in personal income (or increased earnings),
and the number of jobs supported by this spending.
In the analysis, these levels of economic impact are measured:
Direct Spending
– are an expression of the spending that occurs as a direct result of the events and
activities that occur in the subject facilities. For example, a visitor’s expenditures on hotel rooms and
meals are a direct economic impact.
Morgan Hill Aquatics Center
Swim Meets Held
Events Event
Days
Total
Attendance*
Attendance/
Day
2015 10
20
16,870
844
2016 11
21
19,994
952
*Estimated attendance.
Sources: Morgan Hill Aquatics Center