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

6 East Monroe Street

Fifth Floor

Chicago, Illinois 60603

Phone: 312.447.2010

Fax: 312.444.1125

Section 3: Economic and Demographic Overview

May 2017

Sports Market Business Strategy – Morgan Hill, CA

PAGE 19

MARKET ANALYSIS

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 indoor 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.

MARKET OVERVIEW

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 Santa Clara

County. 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 3-1, Morgan Hill is denoted in light blue in the map below.

Figure 3-1

Morgan Hill