168 / 493
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.comSection 3: Economic and Demographic Overview
|
May 2017
Sports Market Business Strategy – Morgan Hill, CA
PAGE 21
Table 3-2
AGE CHARACTERISTICS
AGE DISTRIBUTION
The success of a multi-purpose sports complex will lie in its ability to develop a program that appeals to a
broad cross-section of the marketplace. A market’s age composition can be a decisive factor in determining
potential event demand, as certain types of events appeal to specific age groups. Sports are unique as they can
target a wide range of attendees, from youth to senior citizens. Age characteristics can also determine the
likelihood of an area to develop into a possible sports tourist location, from having enough workers to
support the industry, to influencing what types of tourists are attracted to the area.
Table 3-3 summarizes the age distribution of the Morgan Hill market, County, State, and Country. The table
shows a strong youth population (27.3 percent between ages 5-19) as well as a strong senior adult population
(28 percent ages 55 and older). These are two critical age groups for Morgan Hill to consider when
understanding the potential demand for sports facilities.
The age distribution of Morgan Hill primarily differs from that of the U.S. because of its higher concentration
of residents ages 14 and younger. As of 2016, 20.6 percent of the City of Morgan Hill’s residents were 14 and
younger, the greatest portion of this segment being residents between the ages of 10 and 14, which made up
7.3 percent. The proportion of residents under the age of 14 is larger than that of Santa Clara County (18.9
percent), California (19.1 percent), and the U.S. (19.0 percent).
2015
2020
2025
2030
2035
% Growth
2015-2035
CAGR*
2016-2021
Bay Area, CA
7,461,400 7,786,800 8,134,000 8,496,800 8,889,000 19.13% 0.88%
Santa Clara County, CA 1,877,700 1,977,900 2,080,600 2,188,500 2,303,500 22.68% 1.03%
Morgan Hill City, CA 39,900
41,900
43,900
46,100
48,400
21.30% 0.97%
*Compounded Annual Growth Rate
Sources: Morgan Hill 2035 General Plan, Johnson Consulting
Projected Population Growth - Morgan Hill, CA (2015-2035)