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

162 / 493

Section 2: Introduction and Executive Summary | May 2017
Sports Market Business Strategy – Morgan Hill, CA
PAGE 16
6 East Monroe Street | Fifth Floor | Chicago, Illinois 60603 | Phone: 312.447.2010 | Fax: 312.444.1125
to return for future events. If event hosts or participants are unsatisfied with the quality of a facility they have
the ability to select a different sports complex in the future. Proper data collection will help a facility like the
OSC understand how it is performing on a year-to-year basis so that if the facility experiences a drop-off in
events or attendance they can identify the issue early on and take necessary steps to correct the decline in
demand.
STEP THREE – New Facility Development
1. SAND VOLLEYBALL
The City of Morgan Hill should consider a feasibility study to further investigate constructing a dedicated
sand volleyball facility. This facility should be capable of hosting large tournaments and the City should
consider all or some of the following components:
 20 sand courts
 Berm seating for spectators
 Shade structures
 Lighting
 Quality sand
 Fencing to block wind and keep out animals
The development of the proposed sand volleyball facility would require approximately 3 acres of land. Sand
volleyball facilities do not require a large investment, typically $10,000 - $15,000 per court and also have very
low maintenance costs.
Sand Volleyball facilities are scarce throughout the United States. There is a need for Sand Volleyball facilities
throughout the country, as demand for large sand volleyball complexes far exceeds existing supply. As the
sport grows in popularity, so too will the demand for this type of sports complex. For example, there is
demand for a sand volleyball complex from the following groups in California: USA Volleyball, AAU/Club
programs, NCAA programs, Jr. College teams, Northern California Volleyball Association (NCVA), and
California Beach Volleyball Association (CBVA). Any one of these groups could not only look to use the
facility for practice, clinics and tournaments but could also represent a potential partner for Morgan Hill to
develop the complex or become an anchor tenant. A facility in Morgan Hill could also be used by teams in
cold-weather climates looking to train in the winter months for week-long trips.
When developing sports facilities, however, it is critical to develop multi-purpose facilities to meet the
increase or decrease in long-term demand. Sports that are popular today will not necessarily be popular in 10-
15 years and the City of Morgan Hill should consider this when choosing the program of facilities. Sand
Volleyball courts, for example, can also be used for Beach Rugby – a new sport that requires two sand
volleyball courts per match and should be considered for this facility given the popularity of rugby in the Bay