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 4: Existing Facilities Overview and Impacts | May 2017

Sports Market Business Strategy – Morgan Hill, CA

PAGE 41

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Visitor Spending

– represents spending by non-residents and visitors to Morgan Hill. Their spending

represents the amount of “new dollars” that flow into the City economies.



Resident Spending

– In strict economic terms, spending by residents of Morgan Hill, or those who

live in the market area, represents “transfer” spending. For example, a resident of Morgan Hill who

visits the Aquatics Center and Outdoor Sports Center would transfer income from one sector of the

City’s economy to another, and therefore is not bringing new dollars into the City economy.

Nevertheless, they are part of the economic activities attributable to the Aquatics Center and

Outdoor Sports Center.

In this report, economic and fiscal impacts are presented in two manners. (i) Total spending – by visitors as

well as by local residents – is shown in order to demonstrate the total impact of event activities at the

Aquatics Center and Outdoor Sports Center. This is because all of this event-related spending would be lost

from Morgan Hill should the activities relocate to another market. (ii) Out-of-town visitors’ and local

residents’ spending is then separated out, to demonstrate the level of “visitor” and “resident” economic and

fiscal impacts.

RECURRING ECONOMIC AND FISCAL IMPACT OF THE AQUATICS CENTER

The economic and fiscal impact of the existing Aquatics Center is based on its visitation volume and

activities, which largely consist of two types: (i) summer recreation swimming use, in which the Center is

open for public, and (ii) Swim Meets, during which the pools are unavailable for public use. The average daily

spend numbers were generated by conducting surveys of users at the facility, and were presented in Table 4-5.

SUMMER RECREATION SWIMMING USE

Table 4-8

summarizes visitation volume for recreation swimming use in the most recent summer season.