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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 43
Table 4-9
As shown in the table, summer recreation swim use at the existing Aquatics Center is estimated to have
generated $2.5 million in total spending, $757,000 in increased earnings, 17 full-time equivalent (FTE) jobs,
and $119,000 in sales tax revenues, annually. Visitor impact to the City of Morgan Hill, generated by out-of-
town visitation, is estimated to have included $1.8 million in total spending, $551,000 in increased earnings,
Morgan Hill Aquatics Center
Economic and Fiscal Impact
Visitation Volume
Residents
Visitors
Total
Visitation
29,288
30,445
59,733
Average Length of Stay
1.0
1.1
-
# of Person-Days
29,288
33,489
62,777
Direct Spending ($000)***
Residents
Visitors
Total
At Center
Food and Beverage
$73
$124
$197
Shopping/ Merchandise
0
23
23
Admission
182
218
399
Subtotal
$255
$365
$620
Outside Center
Food and Beverage
$98
$134
$231
Shopping/ Merchandise
20
293
313
Admission
0
201
201
Subtotal
$117
$628
$745
Total Direct Spending
$372
$993
$1,365
Economic Impact ($000)***
Multiplier
Resident
Impact
Visitor
Impact
Total
Direct Spending
$372
$993
$1,365
Indirect Spending
0.4500
167
447
614
Induced Spending
0.3570
133
354
487
Total Spending
$672
$1,794
$2,466
Increased Earnings
0.5550
206
551
$757
Employment (FTE Jobs)
12.6057
5
13
17
Fiscal Impact ($000)***
Tax Rate
Resident
Impact
Visitor
Impact
Total
Sales Tax **
8.75%
$33
$87
$119
Transient Occupancy Tax
10.00%
0
0
0
Total Tax Revenue
$33
$87
$119
*September 2015 to September 2016.
** Total sales tax is 8.75%. City of Morgan Hill receives 1% of gross sales, or $14,000.
*** Figures rounded to the nearest thousand.
Source: Johnson Consulting
Summer Recreation Swimming Use (2015-2016*)