Development Council Meeting May 15, 2019 5.15.2019 Meeting to - PowerPoint PPT Presentation

Columbia County Tourist Development Council Meeting May 15, 2019 5.15.2019

Meeting to Order ▪ Call to Order ▪ Pledge to the United State Flag ▪ Roll Call ▪ Staff or TDC Member Additions or Deletions to Agenda ▪ Approval of Agenda

5.15.2019 3 Approval of Minutes April 3, 2019 Meeting

Operations Report Bed Tax 2018 2019 $$ (+/-) % (+/-) March $131,559 $ 128,302 ($ 3,257) -2.48 2019 $822,081 $767,452 ($54,629) -6.65% Fiscal Year 5.15.2019 4

Operations Report – STR March 2019 vs. March 2018 March 2019/ March March 2018 2019 % Increase or Decrease Occupancy Rate 76.3% 6.2% ADR $ 94.77 3.9% (Average Daily Rate) REVpar $ 72.29 10.3% (Revenue Per Available Room) 5.15.2019 5

Operations Report – STR Calendar Year March 2019 vs. March 2018 2019/2018 2018 % Increase or Decrease YTD Occupancy Rate 67.4% 2.4% YTD ADR $ 91.14 3.1% (Average Daily Rate) YTD REVpar $ 61.43 5.5% (Revenue Per Available Room) 5.15.2019 6

Operations Report Financial Reports Financial Receipt Acknowledgement Report 5.15.2019 7

Economic Impact Presentation Olustee Battle Festival 5.15.2019 8

Olustee Battle Festival Visitor Tracking & Economic Impact Estimate for the Olustee Battle Festival February 15-17, 2019 Joseph St. Germain, Ph.D. Phillip Downs, Ph.D. Rachael Anglin Isiah Lewis Glencora Haskins

Total Economic Impact $1,363,700 When including indirect and induced effects¹ of direct spending, the total economic impact of people attending the Olustee Battle Festival who li live outsid ide of Columbia County was $1,363,700.² ____________________________________________ ¹Indirect effects are increased business spending resulting from tourism dollars. Induced effects are increased household spending resulting from tourism dollars. ²For accommodations, restaurants, groceries, transportation, attractions, entertainment, tickets, shopping, and “other” expen ses. 2

Direct Spending $921,400¹ People who li live outside of Columbia County spent $921,400¹ during the Olustee Battle Festival. __________________________________________ ¹For accommodations, restaurants, groceries, transportation, attractions, entertainment, tickets, shopping, and “other” expen ses. 3

Out-of-County Visitors 3,956 Including overnight visitors and day trippers, there were 3,956 individuals from outside Columbia County who attended the Olustee Battle Festival.¹ _______________________________ ¹An estimate of 23,273 total attendees and 14,476 unique attendees was used for this report and directly affects economic impact. 4

Paid Room Nights Generated 1,439 room nights Attendees of the Festival spent 1,439 room nights in Columbia County. 5

Profile of Out-of-Town Attendees of the Olustee Battle Festival 2019 • 2.8 average travel party size • 36% traveled with children 18 or under • 1.7 average nights stayed in Columbia County • 94% of visitors drove to Columbia County • 56 years old – median age • 55% Female • $70,700 - median household income 6

Or Origi igin n of Ol Olust ustee ee Ba Battle e Fe Fest stival al Atten endee dees Top Out-of-County Markets Jacksonville 33% Atlanta 12% Gainesville 12% Miami-Ft. Lauderdale 6% Lakeland 5% Ocala 5% Tallahassee 3% Orlando 3% Pensacola-Mobile 2% Tampa-Clearwater-St. Petersburg 2% 7

Methodology • The economic impact was based on data from the following sources: • Interviews conducted at the Olustee Battle Festival of 352 attendees and 32 vendors. • Columbia County Division of Tourism. • Tourism database at Downs & St. Germain Research. 19

Ol Olust stee ee Battle e Fe Fest stiv ival al Visi sitor or Track cking g & E & Eco conom omic ic Imp mpact ct Re Repo port Joseph St. Germain, Ph.D., President, joseph@dsg-research.com Phillip Downs, Ph.D., Senior Partner, pd@dsg-research.com Rachael Anglin, Senior Project Director, rachael@dsg-research.com Isiah Lewis, Project Director, isiah@dsg-research.com Glencora Haskins, Project Director, glencora@dsg-research.com Downs & St. Germain Research 850-906-3111: www.dsg-research.com 20

Sports Facility Advisory Feasibility Study Presentation 5.15.2019 18

C O L U M B I A C O U N T Y M U LT I - P U R P O S E F I E L D C O M P L E X F i n a l P r e s e n t a t i o n M a y 1 5 , 2 0 1 9

A G E N D A • Project Overvie iew – Scope of Work, Defining Success • SFA|SFM SFM Overvie view w – Who We Are, What We Do • Mark rket t Overvie view w – Local and Regional Facilities, Events, and Participation • Facilit lity Overvie view – Facility Program Options, Development Costs • Financ ancial ial Perform rformanc ance e Overvie iew w – Revenue, Expenses, EBITDA • Econ onom omic ic Impact act Overvie iew – Number of Events, Per Person Spending, Economic Impact • Ques esti tion ons and Answers ers

P R O J E C T O V E R V I E W

P R O J E C T O V E R V I E W SFA and Huddle Up Group (HUG) were engaged by Columbia County to produce a feasibility analysis related to the development of a new outdoor multi-purpose field facility. Scope of work includes: • Project Kick-Off Call • Existing Data Review, Market Analysis, Market Visit, BDPS • Detailed Financial Forecast (Pro Forma) • Economic Impact Analysis • Feasibility Report • Onsite Presentation of Findings

D E F I N I N G S U C C E S S – O P E R A T I O N S Definitions of Success: • The facility must become a premiere multi-purpose field complex that attracts, hosts, and retains multi-purpose field sports tournaments and events. • The facility must create a significant driver of economic impact, generating new spending from non-local visitors who would not be in Columbia County but for events held at the complex. • The facility must enhance the sense of pace and quality of life in the community by improving local access to sports and recreation in terms of time, cost, and location.

S F A | S F M O V E R V I E W

Hist story • Founded in 2003 • 2,000+ Clients Served • $10 Billion+ in Planned Venues Clients ients • Public • Private • Institutional • Public/Private Partnerships Resul sults s & Rea each ch • 50 Million Visits Since 2015 • Nine Facilities In Development in 2017 • The Largest Youth & Amateur Sports Database in the U.S. • Partners in Improving the Health & Economy of Communities

A B O U T S F A | S F M “Concept to Concrete” Industry ustry-Lead eading ing Developme lopment nt & Manageme nagement nt Services ces Planning ning & Fundin nding g Services ces Strategic Program Planning Facility Development Outsourced Management Institutional-Grade Forecasting National Benchmarks and KPIs National Network of Venues Project Finance Support Services Operational Efficiency and Effectiveness

M A R K E T O V E R V I E W

T H E R E G I O N A L M A R K E T 15,811,984 people within a 4-hour drive time.

R E G I O N A L E V E N T S

R E G I O N A L F A C I L I T I E S

T H E L O C A L M A R K E T 15 30 60 Category minutes minutes minutes Population 43,454 94,627 573,718 Median Age 40.4 40.3 36.1 (U.S. Avg.: 38) Median HH Income $41,687 $41,869 $43,536 (U.S. Avg.: $51,900) % Above/Below Adjusted Cost of Living (Index: -15% -15% -11% 106.2) Growth Projections – Next 2.30% 2.85% 3.95% 5 Years Spending (Rec. Lessons) $78 $74 $87

S P O R T S P A R T I C I P A T I O N Potential Participants by Traditional Sport (Sample) Local Sub-Regional Regional Core Sport Participants Participants Participants (240 Participation (30 Minutes) (60 Minutes) Minutes) Soccer 3.27% 3,093 18,750 516,755 Football 1.57% 1,489 9,026 248,764 Flag Football 1.10% 1,039 6,298 173,572 Lacrosse 0.50% 470 2,849 78,510 Field Hockey 0.23% 222 1,346 37,102

F A C I L I T Y O V E R V I E W

F A C I L I T Y M O D E L S A N A L Y Z E D 12 Field Model 8 Field Model • • Fields Fields • • 8 Synthetic Turf Fields 2 Synthetic Turf Fields • • 4 Natural Grass Fields 6 Natural Grass Fields • • Support Amenities Support Amenities • • 1 Primary Building 1 Primary Building • • 2 Secondary Buildings 1 Secondary Buildings • • 2 Pavilion Seating Areas 2 Pavilion Seating Areas • • 1 Playground 1 Playground Site Development Site Development • • 1,080 Parking Spaces 720 Parking Spaces • • 73.3 Total Acres 49.0 Total Acres

F A C I L I T Y O V E R V I E W – 1 2 F I E L D M O D E L

O P I N I O N O F C O S T – B O T H M O D E L S

F I N A N C I A L P E R F O R M A N C E O V E R V I E W

R E V E N U E – 1 2 F I E L D M O D E L

E X P E N S E S – 1 2 F I E L D M O D E L