170 / 493
6 East Monroe Street
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Fifth Floor
|
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 23
Table 3-4
INCOME AND EMPLOYMENT
The strength of a market’s income level and employment opportunities can also indicate its ability to support
a sports complex. Higher income levels typically suggest greater amounts of disposable income, which can be
spent on non-essential items such as recreation and entertainment. Wealthy markets will have more income
available to spend on team, league, and tournament fees for a sports complex. More importantly, a healthy
and diversified economy helps to insulate a region from economic downturns that could affect facility
demand.
MEDIAN HOUSEHOLD INCOME
In 2016, the median household income in Morgan Hill was $96,808 per annum, which was significantly
higher than the median household income observed across California ($62,554), and the U.S. ($54,149). The
above-average median household income has likely been influenced by the corporate presence – specifically,
San Jose, Santa Clara, and Silicon Valley – and reflects a healthy market with disposable income. Looking
forward, median household income in California is expected to continue to grow, reaching approximately
$107,754 in 2021.
Table 3–5
2010
2016
2021 Growth
2010-2016
Growth
2016-2021
United States
37.1
38.0
38.7
0.9
0.7
California
35.2
35.8
36.7
0.6
0.9
Santa Clara County, CA
36.2
37.1
37.9
0.9
0.8
Morgan Hill City, CA
36.6
37.3
38.3
0.7
1.0
Median Age- Morgan Hill, CA (2010-2021)
Sources: Johnson Consulting, Ersi ArcGIS BAO
2016
2021
CAGR*
2016-2021
United States
$54,149 $59,476 1.9%
California
$62,554 $71,566 2.7%
Santa Clara County, CA
$94,301 $104,424 2.1%
Morgan Hill City, CA
$96,808 $107,754 2.2%
*Compounded Annual Growth Rate
Sources: Esri ArcGIS BAO, Johnson Consulting
Median Household Income - Morgan Hill, CA (2016-2021)