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6 East Monroe Street | Fifth Floor | Chicago, Illinois 60603 | Phone: 312.447.2010 | Fax: 312.444.1125
www.chjc.comSection 4: Existing Facilities Overview and Impacts | May 2017
Sports Market Business Strategy – Morgan Hill, CA
PAGE 37
Table 4-5
The survey results for the Aquatics Center were broken down by Summer Recreational Swim and Regional
Swim Meets. As the results in the previous table show, for summer recreation events 49 percent of
respondents were residents of Morgan Hill, while 34 percent of respondents are residents of Santa Clara
County and the MSA. Approximately 16 percent of respondents are from within the state of California, but
outside of the San Jose-Sunnyvale-Santa Clara MSA. Most, if not all, of the respondents are likely day-trippers
for each event. The likely overnight attendees for events are those coming from out-of-state, which
represented approximately 1 percent of Summer Recreation Swim Event attendees.
For Regional Swim events, 37 percent of respondents were Morgan Hill residents, while 52 percent of
respondents were either residents of the County or MSA. Approximately 9 percent of respondents for
Regional Swim events come from the state of California, but outside the MSA and 2 percent of Regional
Swim event respondents were from out-of-state.
Morgan Hill Aquatics Center
Morgan Hill Aquatics Center
Summer Recreation Swim (August/September 2016)
Regional Swim Meet (October 2016)
Event Statistics
Event Statistics
Attendee Origin
%*
Attendee Origin
%
From within Morgan Hill
49% From within Morgan Hill
37%
Out-of-Citybut within Santa Clara County
32% Out-of-Citybut within Santa Clara County
51%
Out-of-Countybut within San Jose-Sunnyvale-Santa Clara, CAMSA
2% Out-of-Countybut within San Jose-Sunnyvale-Santa Clara, CAMSA
1%
Out-of-MSAbut within the State of California
16% Out-of-MSAbut within the State of California
9%
Out-of-State
1% Out-of-State
2%
Total
100% Total
100%
Average Length of Stay
# of Days Average Length of Stay
Residents
1.0 Residents
1.0
Visitors
1.1 Visitors
1.6
Residents
Visitors
Residents
Visitors
Daily Spending per Person
At Center Outside Center At Center Outside Center Daily Spending per Person
At Center Outside Center At Center Outside Center
Lodging
na
na
na
na
Lodging
na
na
na
$73.33
Food and Beverage
$2.50
$3.33**
$3.70
$3.99 Food and Beverage
$3.33*
$16.67
$10.66
20.84
Shopping/ Merchandise
na
0.67
0.70
8.75 Shopping/ Merchandise
na
na
12.04
26.11
Admission/ Entertainment
6.20
na
6.50
6.00 Admission/ Entertainment
1.22**
na
5.01
22.19
Transportation
na
3.37
na
3.83 Transportation
na
na
na
5.31
Parking
na
na
na
na
Parking
na
na
na
6.25
Other
na
na
na
na
Other
na
na
na
5.00
Total
$8.70
$7.37
$10.90
$22.58 Total
$4.56
$16.67
$27.71
$159.04
*Adjusted to reflect actual visitation statistics.
**Actual survey result is $100, which may be unrealistic.
Source: Aquatics Center Event Survey
Source: Aquatics Center Event Survey