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Agenda 06/28/2016 Item #11B 6/28/2016 11.B. EXECUTIVE SUMMARY Recommendation to consider the expressed interest from the Atlanta Braves in relocating its major league baseball spring training operations to Collier County,authorize staff to conduct necessary feasibility analyses and due diligence on this project proposal and report results back to the Board for subsequent action. OBJECTIVE: To provide detailed information to the Board for consideration in determining whether to enter into an agreement with the Atlanta Braves to relocate its spring training operations to Collier County for the 2019 major league baseball spring training season. CONSIDERATIONS: On April 12,2016(Agenda Item 10E.),the Board heard a proposal from Mr. Gary Price,Fifth Avenue Advisors,regarding the potential relocation of a spring training facility for the Atlanta Braves in Collier County for the 2018 season. The proposal included a specific site for the project that was not favored by the Board. By a vote of 4/0,the Board directed the County Manager to work with the Braves to further explore the opportunity if,among other considerations,the team was open to alternative sites. Mr.John Schuerholz,Vice Chairman of the Atlanta Braves,contacted the County Manager subsequent to the April 12,2016 Board meeting to advise that his organization remained interested in relocating its spring training operations to Collier County with the goal of being in a new facility for the 2019 season. His letter of interest extends the delivery period one year and is provided as backup material in this executive summary. Should the Board desire to fully evaluate this opportunity and meet the 2019 delivery timeline,staff must begin the due diligence and a feasibility study now. If a suitable location and mutually beneficial terms develop through our review and continued discussions with the Braves,staff will develop a draft outline of business points with findings and a recommendation for the Board this fall for assessment and direction. FISCAL IMPACT: Use of existing Board contracts with bond counsel,financial advisor and engineering services firms may be needed to assist in the feasibility and due diligence review. Expenditures for these services are not expected to exceed$40,000. GROWTH MANAGEMENT IMPACT: Undetermined at this time LEGAL CONSIDERATIONS: This item has been reviewed by the County Attorney, raises no legal issues,and requires majority support for approval.-JAK RECOMMENDATION: Consider the expressed interest from the Atlanta Braves in relocating its major league baseball spring training operations to Collier County,authorize staff to conduct necessary feasibility analyses and due diligence on this project proposal and report results to the Board for subsequent action. �N, APPROVED BY: Leo E.Ochs,Jr.,County Manager Date: June 28,2016 • Packet Page-241- 6/28/2016 11.B. COLLIER COUNTY Board of County Commissioners Item Number: 11.11.B. Item Summary: This item to be heard immediately following Item 11A. Recommendation to consider the expressed interest from the Atlanta Braves in relocating its major league baseball spring training operations to Collier County, authorize staff to conduct necessary feasibility analyses and due diligence on this project proposal and report results to the Board for subsequent action. (Leo E. Ochs,Jr., County Manager) Meeting Date: 6/28/2016 Prepared By Name: BrockMaryJo Title: Executive Secretary to County Manager,County Managers Office 6/22/2016 9:11:46 AM Submitted by Title: Executive Secretary to County Manager, County Managers Office Name: BrockMaryJo 6/22/2016 9:11:47 AM Approved By Name: OchsLeo Title: County Manager,County Managers Office Date: 6/22/2016 4:25:31 PM Packet Page -242- 6/28/2016 11 .B. JOHN SCHUERHOLZ VICE CHAIRMAN RECEIVED Office of the County T43nagar JUN 0 8 2016 June 6,2016 Mr. Leo Ochs,Jr. County Manager Collier County 3299 Tamiami Trail East Suite 202 Naples,FL 34112-5746 RE: Atlanta Braves Spring Training Complex in Collier County, Florida Dear Leo: Following up on our recent meeting and discussions,this letter will re-confirm the interest of the Atlanta Braves in relocating its spring training operations to Collier County. As we discussed,our timeline has changed a bit in that our goal is to be in a new spring training facility for the 2019 MLB spring training season. That would mean we would have to enter into a definitive agreement with a new partner by the end of 2016 or early 2017. We hope that Collier County will consider entering into further discussions with us to explore that possibility. Very truly yours, 4116711( Jo Schuerholz Chairman cc: Terry McGuirk Chip Moore Greg Heller,Esq. 1995 WORLD CHAMPIONS NATIONAL LEAGUE CHAMPIONS 1991•1992•1995 1996•1199 DIVISION CHAMPIONS 191/•1912•1991•1992•1993.1995•1996 1997 1941 1999•2000•2001•2002 -29932004-2005 -2013 ATLANTA BRAVES • POST OFFICE BOX 4064 • ATLANTA,GEORGIA 30302-4064 . (404)522-7630 Packet Page-243- 6/28/2016 11 .B. - COLLIER COUNTY Board of County Commissioners Community Redevelopment Agency Board (CRAB) Airport Authority . ,, 1i1 0 est AGENDA Board of County Commission Chambers Collier County Government Center 3299 Tamiami Trail East,3'd Floor Naples FL 34112 April 12, 2016 9:00 AM Commissioner Donna Fiala, District 1 —BCC Chair Commissioner Tim Nance,District 5—BCC Vice-Chair; CRAB Chair Commissioner Georgia Hiller,District 2—Community& Economic Develop. Chair Commissioner Tom Henning,District 3—PSCC Representative Commissioner Penny Taylor,District 4—CRAB Vice-Chair; TDC Chair NOTICE: ALL PERSONS WISHING TO SPEAK ON AGENDA ITEMS MUST REGISTER PRIOR TO PRESENTATION OF THE AGENDA ITEM TO BE ADDRESSED.ALL REGISTERED SPEAKERS WILL RECEIVE UP TO THREE (3) MINUTES UNLESS THE TIME IS ADJUSTED BY THE CHAIRMAN. PUBLIC COMMENT ON GENERAL TOPICS NOT ON THE CURRENT OR FUTURE AGENDA TO BE HEARD NO SOONER THAN 1:00 P.M., OR AT THE CONCLUSION OF THE AGENDA; WHICHEVER OCCURS FIRST. REQUESTS TO ADDRESS THE BOARD ON SUBJECTS WHICH ARE NOT ON '1 HIS AGENDA MUST BE SUBMITTED ED IN WRITING WITH EXPLANATION TO THE COUNTY MANAGER AT LEAST 13 DAYS PRIOR TO THE DATE OF THE MEETING AND WILL BE HEARD UNDER "PUBLIC PETITIONS." PUBLIC PETITIONS ARE LIMITED TO THE PRESENTER, WITH A Page 1 April 12,2016 Packet Page-244- 6/28/2016 11 .B. Board of County Commissioners. (Commissioner Taylor and Commissioner Henning) Motion to approve the 6-month moratorium and directing the County Attorney to develop a proposed amendment based on Board discussion and provide it to staff—Approved 5/0 C. Item to be heard at 10:45 a.m. Recommendation for staff to review the transportation/infrastructure impacts of the future development of Collier County's Eastern Lands, to present the results of the review to the Board of County Commissioners and to participate in the US Fish and Wildlife Service Environmental Impact Study (EIS) to help guide the process of the EIS. (Commissioner Taylor) Motion to participate in the EIS process, provide existing plans and attend both meetings—Approved 5/0 D. This item to be heard at 2:30 p.m. Recommendation that the Board of County Commissioners direct the County Manager to work with the Collier County Clerk of Courts to develop a process that will insure prompt payment of invoices. (Commissioner Taylor and Commissioner Henning) Motion to Deny—Approved 3/2 (Commissioner Taylor and Commissioner Henning opposed) Added and Withdrawn (Per Agenda Change Sheet); Commissioner Henning withdrew his request to withdraw E. This item to be heard at 10:00 a.m. Recommendation to consider information presented by Mr. Gary Price, Fifth Avenue Advisors, regarding a potential Spring Training facility for the Atlanta Braves. Motion directing county staff to work with Mr. Price and Atlanta Braves staff to explore a more suitable location and bring item back on a future agenda — Approved 4/0 (Commissioner Henning absent) Added (Per Agenda Change Sheet) F. This item to be heard at 2:00 p.m. Recommendation to direct the County Attorney and County Manager to ensure compliance with the Local Government Prompt Payment Act and the Collier County Procurement Ordinance as it pertains to the prompt payment of vendors. Motion for the County Manager and County Attorney to work together to create a "dispute resolution" process as it relates to the Page 7 April 12,2016 Packet Page -245- Ann P. Jennejohn From: Brock, MaryJo Sent: Monday,June 27, 2016 3:56 PM To: DLCOMM; Klatzkow,Jeff; Casalanguida, Nick;Isackson, Mark; Minutes and Records; BrownleeMichael; Flanagan,Jim; HazewinkelColby; Smith, Camden; SwiftAisling; WillerSpectorLee Cc: Ochs, Leo; Brock, MaryJo Subject: Letter received Attachments: Letter- Roger Rice.pdf Good afternoon, Please see attached letter received this afternoon with reference to Item(s) 11A and 11B. Thank you, M1 Brock - Executive Assistant to Leo E.Ochs,Jr. - CountyManager's MaryJo oc Office maryjobrock@colliergov.net 239.252.8364 Under Florida Law,e-mail addresses are public records.If you do not want your e-mail address released in response to a public records request,do not send electronic mail to this entity.Instead,contact this office by telephone or in writing. 1 RECEIVED Office of the Cou% rana¢;sr AI `z 7 2016 Roger B. Rice Attorney at Law 9010 Strada Stell Court Suite 207 Naples, Florida 34109 Phone: 239-593-1002 Facsimile: 239-593-1309 June 27, 2016 Commissioner Penny Taylor Via Hand Delivery 3299 Tamiami Trail East, Suite 303 Naples, Florida 34112 Re: City Gate Commerce Park Hunden Strategic Partners' Study-Community Sports Complex Atlanta Braves Dear Ms. Taylor, Please let this letter memorialize our conversation last week regarding tomorrow's Board meeting. specifically the Hunden Strategic Partners's Study and City Gate Commerce Park (`City Gate"). The developers of City Gate are cognizant of its superior location and were not surprised that the Hunden Strategic Partners' Analysis identified City Gate as one of the top sites that can accommodate a new state-of-the-art sports complex and additionally has the infrastructure, environmental permitting and amenities, in close proximity. City Gate has expended millions in infrastructure and in completing environmental mitigation/permitting, so that an outright purchase by the County of all the land from City Gate would likely be fiscally impracticable. Therefore, if the Board directs the County Manager, or his designee. to investigate further City Gate, City Gate offers to work with the County Manager's office to develop creative mutually beneficial terms. which would mitigate the County's fiscal impact but provide City Gate the appropriate value for its land. Should the Board direct staff to begin due diligence and a feasibility study for the Atlanta Braves, which included City Gate. City Gate will take this same approach. Very truly yours, Roger B. Rice RBRJget Attached : Are the hyperlink documents from the Executive Summary Collier County Market and Needs Assessment Analysis Submitted to: Jack Wert Executive Director Florida’s Paradise Coast Convention & Visitors Bureau 2800 N. Horseshoe Drive Naples, FL 34104 May 17, 2016 May 17, 2016 Jack Wert Executive Director Florida’s Paradise Coast Convention & Visitors Bureau Naples, FL 34104 Dear Mr. Wert: Collier County Board of County Commissioners Purchasing Department, Collier County Tourism Division and the Sports Marketing section of the Naples, Marco Island, Everglades Convention & Visitors Bureau engaged the Hunden Strategic Partners Team (Team or HSP), including local sports marketing professionals at Clancy’s Sports Properties and design experts BEA Architects to perform a market and needs assessment regarding community sports, training, special event and performance facilities and infrastructure throughout the County. As part of the analysis, the HSP Team assessed each County facility’s physical condition, activity levels, opportunity for renovation/expansion of programming, overall operations, financial performance (as available), potential future revenue opportunities, and other opportunities for renovation, expansion or new facilities. The attached is our report. This deliverable has been prepared under the following general assumptions and limiting conditions: ! The findings presented herein reflect analysis of primary and secondary sources of information that are assumed to be correct. HSP utilized sources deemed to be reliable, but cannot guarantee their accuracy. ! No responsibility is taken for changes in market conditions after the date of this report and no obligation is assumed to revise this report to reflect events or conditions occurring after the date of this report. ! HSP has no control over construction costs or timing of construction and opening. ! Macroeconomic events affecting travel and the economy cannot be predicted and may impact the development and performance of the project. We have enjoyed serving you on this engagement and look forward to providing you with continuing service. Sincerely yours, Hunden Strategic Partners TABLE OF CONTENTS ------------ Executive Summary Chapter 1 Collier County Facilities Overview Chapter 2 Economic and Demographic Analysis of Collier County Chapter 3 Local Sports Facility Supply and Demand Analysis Chapter 4 Regional Sports Facility Supply Analysis Chapter 5 Tournament Opportunity Analysis Chapter 6 Hotel Market Overview Chapter 7 Recommendations Chapter 8 Sports Marketing Plan Chapter 9 Demand and Financial Projections Chapter 10 Economic, Fiscal and Employment Impact Analysis Collier County Sports Market & Needs Assessment Study Executive Summary - Page 2 INTRODUCTION The Sports Marketing section of the Naples, Marco Island, Everglades Convention & Visitors Bureau (CVB), a division of Collier County Government engaged the HSP Team, including Clancy’s Sports Properties and BEA Architects, to perform a sports and event facility needs analysis for Collier County, Florida. The analysis assessed sports participation trends, current supply of sports facilities, opportunity for expansion or development of new sports facilities in the near and distant future, a sports marketing plan, detailed revenue and expense analysis and projected constructions costs for any new or expanded facilities. The study was commissioned because the County is interested in evaluating the existing parks, recreation and school facilities to understand the County’s current and future needs. Additionally, assessment of demand and the distribution between local parks and recreation use, tournament use and non-local use will contribute to the analysis of facility needs. User feedback illustrates the group/user experience from Parks and Recreation programs that are geared towards residents and the group/user experience from tournament events that are secured through the Convention and Visitors Bureau. Understanding the roles Parks and Recreation and the CVB play in the sports market will help the HSP Team determine what strategies can be implemented to improve the overall sports experience in Collier County. The HSP Team analyzed the operation and physical condition of each of the facilities. HSP understands the current condition, historical demand and financial performance of the existing assets as well as the current market opportunity, which suggests expansion and renovation. The primary questions that HSP was requested to answer are: ! What is the existing local and regional sports supply mix? Are there gaps in the current supply or quality of fields, courts and other sports facilities? ! Is there enough potential activity and demand in the market to support the development of a youth sports complex, given the climate, location and market for traveling youth sports tournaments? ! What is the current and future likely market demand for local, regional and tournament-based sports at a new complex in Collier County? ! What is the likelihood of attracting/securing tournaments in Collier County? What trends may impact opportunities? ! Is sports tourism being accommodated by the “hospitality package”? ! How much would a recommended complex cost and would it need ongoing financial support beyond the initial development? ! How would this ongoing youth sports activity benefit the area? What impacts are expected? ! What are the key marketing strategies to ensure success of Collier County’s sports and hospitality package? Many cities have used youth sports developments as activity and demand generators to enhance their communities and overall development efforts. The activity of youth sports complexes (which are also used by adult tournaments) can generate consistent usage, which provides consistent hotel and restaurant activity, especially on weekends, which in many locations is a weak time of the week. In the case of Collier County, Collier County Sports Market & Needs Assessment Study Executive Summary - Page 3 the winter months and weekend periods experience strong performance as visitors flock south to avoid colder climates. The ability to drive incremental business during non-peak periods such as late spring and summer months will help to diversity the tourism industry in Collier County. The findings suggest there is a demand for additional multipurpose fields and diamonds and that there is not an overabundance of tournament-ready sites locally and in a region that is mostly accommodated by baseball and softball facilities in Lee County. North Collier Regional Park is the only sports complex that can accommodate sizeable events and many events require overflow fields nearby to accommodate event needs. Traveling competitive teams frequently must use school and community parks, while some facilities focus on a few traditional sports such as soccer, baseball or softball. Additionally, the County has redeveloped underutilized facilities to accommodate the rapidly growing pickleball demand. The availability for large regional youth tournaments is limited. More specifically, however, the purpose of this study primarily focuses on what the short- and long-term sports facility strategy that can accomplish the objectives of the CVB to host more and larger tournaments to attract visitors, events and fulfilling the demand of the local participatory sports community through Parks and Recreation programs. A new multi-use sports facility would serve a local audience well and tap into an already strong regional demand in sports, along with providing options for growing sports such as pickleball, lacrosse and field hockey. Partnering with local hotels is one important key to creating a sense of guest comfort, considering the nearby accommodations. Collier County leaders realize that a community amenity such as high quality sports facilities is valuable to the city on many levels, and is rarely profitable when serving the community at rates affordable to a majority of households. As such, a portion of the operating costs may be subsidized by outside sources to help fund the cost of operation. The facility itself must be able to generate enough events on the calendar to keep it operating without significant financial support. Almost no sports complex can completely pay for itself, so the design and operating concept of any new facility should ensure that it can maximize revenues and minimize expenses. A clear understanding of Parks and Recreation and CVB roles and objectives will be critical in the programming of Collier County facilities moving forward. The balance between local use to accommodate resident needs, while securing revenue-generating tournament will require strong partnerships between stakeholders. HSP met with key stakeholders, interviewed existing and potential facility users, analyzed the competition, reviewed the physical and calendar situation four tournaments, analyzed the market, investigated comparable situations and worked with the site options to fit an optimal development program. The next portion of this executive summary includes key elements and conclusions from the report. SUMMARY OF CONCLUSIONS Collier County Facilities Overview Collier County has a mix of community and regional parks that provide a range of athletic facilities and recreational amenities for resident and visitors. The Collier County Parks and Recreation Department manages the majority of athletic and recreation facilities and use at each park. In addition to park Collier County Sports Market & Needs Assessment Study Executive Summary - Page 4 management, the Parks Department also programs several parks with activities, leagues, camps, educational classes and other recreation opportunities. While the Parks Department focuses on local programs, the Florida’s Paradise Coast Convention and Visitors Bureau (CVB) pursues and secures events that attract non- local visitors to Collier County. The core objectives of the CVB are to increase the number of new events, the number of total visitors, economic impact and hotel room nights added as a result of the events secured or retained in Collier County. By securing high-profile events, the CVB is attracting events that will rent and generate revenue for the facility, while driving room nights and economic impact in the community. The objectives between Parks and Recreation and CVBs are fundamentally different, however, the two must work and create synergies in order to provide quality facilities for residents that, in turn, create a destination appeal for event owners and visitors. Event owners interested in securing facilities for an event in Collier County more than a year in advance must work with the CVB to secure facilities. Once there is an agreement in place, the event owner then must sign a facility rental agreement with the Parks Department. A critical element that the community will need to decide is the balance between local recreational use and event-based use that attracts non-local visitors. This balance will impact the short- and long-term strategies for both the Parks Department and CVB. Facilities with the goal to minimize operating deficits or possibly breakeven will give revenue-generating events like tournaments scheduling priority on the weekends and open weekdays to local and non-event activities. This allows Parks and Recreation programs to occur four to five days during the week and any open weekends. Tournament priority on weekends allows CVBs to pursue multi-day events that can attract thousands of visitors to the community, which will generate economic impact on- and offsite of the sports venue. Currently, more than 65 percent of facility demand is generated by local use, while tournament and event demand is generating approximately 35 percent. The majority of rental revenue is generated from local user groups. Collier County Sports Market & Needs Assessment Study Executive Summary - Page 5 The following table shows the events by sport from 2012 to 2016 in Collier County. Table 1 Collier County - Historical Event Overview Collier County - Historical Event Day Overview Sport 2012 2013 2014 2015 2016 Average Soccer 8 8 15 14 3 10 Field Hockey --------8 8 Softball 4 8 13 5 3 7 Baseball 5 3 4 5 15 6 Basketball --1 4 4 11 5 Football 1 --7 5 --4 Golf 1 --4 5 5 4 Beach Volleyball ----3 ----3 Triathlon/Running 1 1 11 1 1 3 Volleyball --3 ------3 Lacrosse 2 1 3 4 4 3 Pickleball --2 2 2 4 3 BMX 1 --1 ----1 Body Building /Rugby ------1 --1 Crossfit ----1 ----1 Karate --1 1 ----1 Martial Arts ----1 ----1 Shooting ------1 --1 Stand Up Paddling --1 ------1 Surfing ----1 ----1 Tennis ------1 --1 Track and Field ------1 --1 Various --------1 1 Water Polo --1 ------1 Watercross ------1 1 1 Wrestling --------1 1 Total 23 30 71 50 57 Source: Naples, Marco Island, Everglades CVB As the table shows, soccer tends to program the most events on an annual basis. The event types with the most events in Collier County, on average, are outdoor sports, which include soccer, field hockey, softball and baseball. Basketball generates the most indoor events. Collier County Sports Market & Needs Assessment Study Executive Summary - Page 6 The following table shows an overview of the event data by park in 2015. Table 2 Collier County - 2015 Event Overview by Park Event Location Events Event Days Total Visitors Total Room Nights North Collier RP 27 78 27,578 9,993 Multiple Locations*5 17 6,448 2,610 Tiburon Golf Club 4 14 4,328 8,875 Golden Gate CP 3 10 1,389 825 East Naples CP 2 6 1,075 1,000 Twin Eagles Golf Club 2 10 2,280 2,575 Fleischmann Park 1 2 900 270 Cindy Mysels Community Park (Gulf Coast)1 1 75 50 Naples Grande Beach Resort 1 4 165 200 Naples High School 1 6 2,125 2,250 St. John Neumann High School 1 3 750 500 Sugden Park 1 8 275 1,100 Vanderbilt Beach 1 3 1,800 1,100 Total 50 162 49,188 31,348 *Events at multiple locations Source: Naples, Marco Island, Everglades CVB North Collier Regional Park is the primary sports and recreation facility in Collier County. The remaining facilities in the County primarily consist of community parks, which are intended to meet local recreation and social needs rather than large tournaments. The average community park is approximately 17 acres. Demonstrated by the parks in Collier County, NCRP is hosting the majority of tournaments while the community parks are accommodating overflow needs or specific events. NCRP is a large-scale, regionally based park that consolidates programmed adult and youth athletic facilities that is capable of accommodating tournament events as well as local uses and programs. Local Demographics and Economy Collier County is located in southwest Florida. Collier County comprises the Naples-Immokalee-Marco Island, FL Metropolitan Statistical Area. The county seat is East Naples and the largest city is Naples. As of the 2010 census, the population was 321,520. In general, the size of a local population base can help determine the potential demand for many types of developments. While local residents will generate a portion of demand, out-of-town visitors will be the driving force of new economic impact as a result of any new developments. Collier County Sports Market & Needs Assessment Study Executive Summary - Page 7 The following table shows population changes in the United States, the State of Florida, Collier County, the MSA and the City of Naples. Table 3 Population and Growth Rates Population Percent Change 1990 2000 2010 2014 Estimate 2000-2010 United States 248,709,873 281,421,906 308,745,538 318,857,056 9.7% Florida 12,937,926 15,982,378 18,801,310 19,893,297 17.6% Naples-Immokalee-Marco Island MSA 152,099 251,377 321,520 348,777 27.9% Collier County 152,099 251,377 321,520 348,777 27.9% City of Naples 19,505 24,980 22,617 20,968 -9.5% City Pop. As % of Metro Area 12.8%9.9%7.0%6.0%-- Source: U.S. Census Bureau, Hunden Strategic Partners Collier County is largely a rapidly growing resort community populated with many transient residents and tourists that are affluent. Besides those that stay in the area for the winter, the permanent population is swelling along to the northeast and southeast of Naples. Interstate 75 is the area’s link to both the Miami area to the east and the Gulf Coast shore cities of Tampa-St. Petersburg and Fort Myers and points northward. The beauty of the coastal islands, beaches, cities and the Everglades make the county a popular area for tourists, which is helpful in driving visitation to the area, and is essential for this county in its quest to bring families that would participate in a youth-sports campus. The area’s high level of education, affluence, and overall growth make Collier County ripe for building on its natural attractiveness with more amenities for the burgeoning permanent population of families. What was once merely a winter destination based on its beaches and attractive island resorts, is rapidly becoming a substantial metropolitan area in its own right, and needs to develop metropolitan-style attractions and amenities to serve its growing population. Local Sports Facility Supply Analysis HSP evaluated the local indoor and outdoor sports facilities to determine both the supply of local facilities for sports as well as the existing demand to determine if more facilities are needed to support local use and how the existing facilities may handle tournaments. Various athletic facilities, primarily outdoor, exist throughout Collier County. The existing sports facility supply in Collier County is mostly recreational in nature with a few venues that are high enough quality and offer the necessary facilities and amenities to accommodate tournament use. As the sports tourism market continues to grow, local facilities are growing from small recreational parks with a few fields or courts to large tournament facilities that are drawing teams from out-of-state. Locally, the area has few sports facilities that may compete with regional facilities for regional and national events. In addition to any proposed development, other facilities may complement new sports complex developments because they could be used for practice fields and substitute locations if a large tournament takes place during a specific weekend. Collier County Sports Market & Needs Assessment Study Executive Summary - Page 8 The following figure shows the sports facilities in Collier County. Figure 1 HSP identified 14 relevant facilities in Collier County, including North Collier Regional Park, Fleischmann Park, Veteran’s Park and the planned Big Corkscrew Island Regional Park. Collier County Sports Market & Needs Assessment Study Executive Summary - Page 9 Sports Facility Demand Analysis For any premier sports complex, the majority of high impact usage will be from tournaments or organizations hosting state, regional and national events and events that attract out-of-state visitors. HSP contacted various groups and stakeholders in the Collier County community that represent competitive and recreational sports organizations, state association representatives, event organizers and other local demand generators. In addition, this section includes information gathered about the current issues, challenges and suggestions for how potential new or expanded sports facilities may be envisioned and utilized. Even with the variety of facilities in Collier County and the surrounding area, interviews with local stakeholders and sports leaders indicate that demand exists that exceeds supply. The following table summarizes the local and regional sports supply of facilities and participation levels. Table 4 Local, State and Regional Sports Overview Supply of Facilities Participation Levels Sport Local State Regional Local State Regional Indoor Basketball Low Low Medium Medium High High Volleyball Low Low Medium High High High Outdoor Soccer Low High High High High High Football Low Low Low High High High Lacrosse Low Low Low Medium Medium Medium Pickleball Medium Low Low High High Medium Baseball Low High High High High High Softball Low High High High High High Source: Hunden Strategic Partners The indoor sports of basketball and volleyball have a low level of supply for indoor facilities locally and state, yet a medium supply level exists regionally. The participation level is also medium to high for those sports. Local supply for field sports such as soccer, football, lacrosse, as well as diamonds sports like baseball and softball have a low supply of facilities, while local participation is high for all except lacrosse, which has a moderate amount of participation. Pickleball has become one of the fastest growing sports in the United States and popularized by the Boomer generation. Football, lacrosse and pickleball all have a low supply of facilities in the state and regionally. Soccer, football, baseball and softball all have high participation levels locally, statewide and regionally, while pickleball participation is continually growing and increasing the fastest on the west and east coasts. The following table shows the assessment of facility and participation growth locally, statewide and regionally. Green arrows represent growth, yellow dashes represent flat participation, and red arrows represent participation decline. The larger arrow, the greater the growth. Collier County Sports Market & Needs Assessment Study Executive Summary - Page 10 Table 5 Local, State and Regional Sports Trends Supply of Facilities Participation Growth Sport Local State Regional Local State Regional Indoor Basketball Volleyball Outdoor Soccer Football Lacrosse Pickleball Baseball Softball Source: Hunden Strategic Partners As shown, the supply for indoor facilities is relatively level partly due to the difficult business models of indoor athletic facilities. Communities across the state and region are developing soccer, baseball and softball fields. Local development is modest. Big Corkscrew Island Regional Park will add a modest number of facilities to the Collier market. Participation growth locally, in Florida and the regionally is modest across most sports. Pickleball, soccer and softball are experiencing more growth than the other sports. Although national trends show most sports participation declining, conversations with organizations in Florida provided the sense of modest growth that is likely occurring due to the population growth in the metropolitan areas throughout the state. The following table shows the user group demand by use and the overall facility needs in Collier County. Table 6 Collier County Sports Supply and Demand Matrix User Group Demand Facility Needs Sport Local Users Leagues Tournaments Low Medium High Indoor Basketball High High Medium Volleyball High High Low Outdoor Soccer High High High Football High High Medium Lacrosse High High Medium Pickleball High High Medium Baseball High High Medium Softball High High High Source: Hunden Strategic Partners Collier County Sports Market & Needs Assessment Study Executive Summary - Page 11 Indoor and outdoor sports have a high demand from local users and leagues, which correlates with the necessity to add facilities in Collier County. The high demand from tournaments for soccer and softball can only be accommodated by expanded or additional facilities. Volleyball has a modest tournament demand, while football, lacrosse, pickleball and baseball all have a medium demand. State and Regional Sports Facilities Analysis HSP evaluated state and regional facilities to determine the level of competition in Florida and surrounding region to understand the facility components that would competitively position Collier County as a potential site for events in the state and potentially the region. The various sports complexes located in Florida compete to host state tournaments, while appealing to local and regional users as a destination for practices, leagues, neutral game sites and tournaments. These facilities, depending on location, are likely to compete with a Collier County facility on a state, regional and potentially local level. This section presents a range of youth sports complexes that all have similar characteristics to what is envision in Collier County. While subtle differences are found between each facility, each complex’s business model includes scheduling tournaments. These tournaments attract a significant number of non-local attendees and has a direct impact on the local hotel market through room nights generated. These facilities also maintain local leagues to help supplement each facility’s usage and financials. Scheduling priorities are a challenge for nearly every facility. Facilities with expectations to generate economic impact place an emphasis on tournaments while local groups are offered usage based on calendar availability after tournaments are scheduled. Some facilities have demonstrated the ability to attract more than just soccer, baseball or softball events, further enhancing usage opportunities and financial performance. A sports complex’s success will depend on how well the facility’s schedulers and staff can meet the standards set by these regional facilities. Not only do these complexes offer insight into the facility mix in the region,, they will also serve as competitors for many tournaments and events. Collier County Sports Market & Needs Assessment Study Executive Summary - Page 12 The following table provides an overview of the competitive and comparable sports facilities that regularly host tournaments and events in Florida and surrounding states. Table 7 Collier County Regional Athletic Facilities Facility City Miles from NCRP Basketball Diamonds Multipurpose Tennis Pickleball Volleyball Total JetBlue Park Fort Myers 24 --7 6 ------13 Hammond Stadium/CenturyLink Sports Complex Fort Myers 25 --10 --------10 Englewood Sports Complex Englewood 93 --10 4 6 6 --26 Premier Sports Campus at Lakewood Ranch Lakewood Ranch 112 ----22 ------22 Lakewood Ranch Park Lakewood Ranch 115 --10 --------10 IMG Academy Bradenton 117 4 7 14 52 ----77 Sugar Sand Park Boca Raton 123 --6 --------6 Tamiami Park Miami 126 1 16 1 6 ----24 Lake Myrtle Sports Park Auburndale 138 --5 11 ------16 Village Park West Palm Beach 152 --4 20 ------24 Sid Lickton Complex Clearwater 160 --7 --------7 Eddie C. Moore Softball Complex Clearwater 162 --9 --------9 ESPN Wide World of Sports Complex Orlando 168 6 10 17 10 --12 55 Wiregrass Ranch Sports Complex*Tampa 172 --19 ------19 USTA Tennis Center Lake Nona 187 ------109 --109 Seminole County Sports Complex*Sanford 211 --15 --------15 Seminole Soccer Complex Sanford 211 ----11 ------11 Cocoa Expo Sports Center Cocoa 226 11 17 --14 ----42 Ocala Rotary Sportsplex Ocala 244 --11 --------11 Ormond Beach Sports Complex Ormond Beach 249 --9 10 ------19 Nations Park Newberry 285 --16 --------16 St. Augustine Little League St. Augustine 288 --9 ------9 Jacksonville Ice & Sportsplex Jacksonville 320 5 --------5 10 Patton Park Jacksonville 325 ----13 ------13 Meadows Soccer Complex Tallahassee 424 ----10 ------10 James Messer Sports Complex Tallahassee 431 --11 --------11 Frank Brown Park Panama City Beach 535 --9 7 4 ----20 Ashton Brosnaham Park Pensacola 616 ----10 ------10 Grand Park Athletic Complex Myrtle Beach 679 --9 --------9 Average ----5 10 11 29 6 9 22 North Collier Regional Park Collier County --2 5 8 ----4 Difference from average -3 -5 -3 -29 -6 -5 Source: Hunden Strategic Partners There are a number of complexes with similar characteristics that are capable of hosting soccer, baseball/softball and other field sports tournaments, and indoor tournaments in the surrounding region. Some are smaller local facilities that host few tournaments while others are larger sites that are able to attract teams from within a one-to-two-hour driving distance for a few annual tournaments. Others are large facilities that have established robust and exhaustive tournament schedules for local and regional traveling teams. In each case, local teams are offered usage based on calendar availability after tournaments are scheduled. Any association that can be made with an established family of travel teams known in the region will help crystalize relationships that could build premier tournaments, which is a necessity for success. These tournaments attract a significant number of non-local attendees and has a direct impact on the local hotel market through room nights generated. These facilities also organize local leagues and have local tenant groups to help supplement each facility’s usage and financials. Collier County Sports Market & Needs Assessment Study Executive Summary - Page 13 Sports Complex Industry Background In the United States several types of sport facilities and complexes exist for youth and adults, for recreational, competitive, interscholastic and intercollegiate sports and fitness activities. High schools, colleges and universities have facilities for the students of their schools, and these facilities often allow non-students to use the sports and recreational facilities for a fee. Municipalities and other local government entities own and operate recreational facilities with a wide range of services. Private sports and fitness facilities provide the public with fee-based sports and recreation opportunities. The advent of large, multi-sport youth and recreation complexes has been driven by several factors: the increase in travel sport programs and the recognition by communities that such relatively inexpensive complexes can generate significant economic impacts in the form of room nights and related travel spending. Travel Teams A major and growing trend in youth sports is the growth of elite or travel teams throughout the United States. Begun as a way to play a chosen sport in the summer months for high school team sports participants, the trend has increasingly become less tied to high school programs and has included younger players. In some sports, such as basketball and baseball, independent travel teams have become the most important forum for college recruiting and scouting. This has placed more and more emphasis on travel team sports for those players seeking scholarships to major Division I colleges, and even in a few instances going directly to professional sports after high school. Youth sport travel is one of the fastest growing segments of the travel industry, outpacing leisure travel overall, and growing numbers of families are finding their summer weekends filled with trips to tournaments and competitions. Although tournaments are being held year-round, there are a limited number of top-tier travel weekends families regularly travel long distances on. The following table shows the weekends families are regularly choosing to travel for sports. Table 8 Primary Travel Weekends Weekend Month Labor Day September Columbus Day October Thanksgiving November Xmas/New Years December MLK Weekend January Presidents Day February Easter March Memorial Day May Independence Day July Mothers Day May Source: Clancy's Sports, HSP Collier County Sports Market & Needs Assessment Study Executive Summary - Page 14 The primary tournament weekends nationally are over extended holiday weekends. The month of August has very few events because travel season are ending and youth are returning back to school. The criticism of some aspects of travel teams, along with the growing cost and time commitment, may grow to force a slowdown of youth sports travel teams. However, presently travel teams are a large part of the existing youth sports culture and those teams will continue to be a major aspect of youth team sports in the near future. Several significant trends currently shape youth and adult recreational and competitive sports. ! There is tremendous growth in participation by girls and women in the past three decades in many types of sports, especially softball, soccer and volleyball. ! There is continued popularity of certain sports, including soccer, baseball and basketball. ! There has been recent growth in popularity of certain sports, such as lacrosse and rugby, as well as the decrease in popularity of adult softball. Cricket is also increasing with continued immigration by South Asians. ! There has been incredible growth in the popularity of regional and national tournaments for youth, creating travel and elite all-star teams. ! With the increase in travel leagues, there has been a significant rise in the creation of multi-field and multi-discipline sports complexes to serve the local community and provide a venue for regional tournaments. These have generated thousands of weekend hotel room nights for their home communities. ! There has been a trend toward less municipal and county involvement in certain sports programs due to budget and financial concerns, corresponding with the rise in private, for-profit organizations that provide outlets for those who can pay for the use of the facilities. However, more communities are spending economic development dollars to create tournament facilities, often with private participation and management. These trends show that recreational and youth sports and athletics are still growing in popularity. The trends also show that youth sports and recreational sports, historically a local, non-profit enterprise, has become more centralized, regional and sometimes national in scope. In many cases recreational and youth sports have become a business as well as an athletic endeavor. Tournament Market Analysis One major trend in youth sports is the rise of travel teams that participate in regional, statewide or multi-state tournaments. This trend has led to more youth being involved as a single-sport participant, especially as the participant ages and moves into higher skill levels above age 12 or 13. The result of this trend is that localities have begun to understand the economic benefits of hosting such tournaments. Therefore, more localities are developing athletic complexes with the intention of not only providing the local community with athletic opportunities, but economic benefits such as hotel room nights and restaurant spending. The athletic complexes are built with the intention to encourage regional, multi-day tournaments that will bring participants and families to the area to stay overnight and contribute to the local economy. Collier County Sports Market & Needs Assessment Study Executive Summary - Page 15 The demands on the new multi-field parks are increasing due to increased competition. To attract regional and even national tournaments, the athletic complexes are adding amenities such as championship-quality fields, an arena-type field for playoffs and finals, and higher levels of quality in bathrooms, concessions and other facilities. These demands drive the costs of the facilities higher. Localities that construct such multi-field/court facilities can benefit from the travel teams, such as soccer, baseball, softball, basketball and volleyball. However, at some point specific areas could become saturated with multi-use fields. Supply will overtake demand and to remain competitive facilities will have to provide more services and a lower cost, which would then cause operating losses. The convention center industry is a recent victim of oversupply, due to communities attempting to race to the top in terms of larger facilities and amenities beyond what the economics of the industry could support. The industry now struggles due to oversupply. Clubs and sponsors throughout the country book up weekends virtually every month of the year hosting tournaments, thus allowing teams to travel or stay local and compete as much as they want. It's big business for many clubs and event owners that host events, and typically for the cities and counties where they're held. Many area tournaments will see repeat traffic from year to year, but with new and competing events popping up all the time, event owners and cities cannot become complacent. Event owners will market an event four to five months, while others will market year-round and start on the following year event as the current event is taking place. Clubs will enlist teams, coaches and staff to help spread the word about events, in part by talking to the coaches of the teams they face both locally and at out- of-town events. From a club perspective, a whole club may pitch in to sell an event to participants and to help run it, serving volunteer hours to make sure the fields are lined, facilities are kept clean and every need is met. A successful tournament pays off for clubs because it can be a significant revenue-generating event. Event revenues not only help the host clubs, it can be a boon for the local economy through spending at restaurants, gasoline stations, hotels, stores and more. Large events like tournaments are instrumental in funding and generating revenue for athletic complexes, but determining the ideal balance between tournaments, league and open use will be essential when managing a facility calendar. It is also important to identify the requirements and expectations of governing bodies and event organizers to better understand the level of events and activities a sports complex in Collier County can expect to attract. Hotel Market Analysis HSP profiled the local hotel market to understand its quality, performance, changes in character over time and other data that will help to understand the potential impact on sports tourism in Collier County. The following table shows the lodging summary of the Collier County area market-by-market class. Collier County Sports Market & Needs Assessment Study Executive Summary - Page 16 Table 9 Lodging Summary: Collier County Market Class Rooms % of Total Rooms Hotels Rooms per Hotel Avg. Opening Year Avg. Age in Years Luxury 2,350 37%9 261 Mar-88 28 Upper Upscale 1,119 18%13 86 Feb-89 27 Upscale 935 15%10 94 May-91 25 Upper Midscale 1,202 19%11 109 Dec-82 33 Midscale 721 11%13 55 May-75 41 Total / Average 6,327 100%56 113 Apr-85 25 Source: Smith Travel Reasearch, Hunden Strategic Partners The market in total includes 6,327 rooms. More than a third of hotel rooms are luxury, followed by Upper Upscale and Upper Midscale representing more than a third collectively. The average age of these rooms is 25 years old. Logic suggests that the closer facilities are to hotels and restaurants, the better the match. The hotels must also be the right kind. Each event has its own housing requirements. Many team events are looking for “double doubles” and a free breakfast. The luxury market class represents approximately a third of the hotel market, which pose a challenge for event organizers seeking rooms during peak tourism periods or if other events are in town as well. However, there is a relatively even mix of quality and service type in the market. Unaccommodated demand is defined as demand that would have been captured by the market but for a lack of available or quality rooms. This demand is therefore deferred to later dates, accepts lesser-preferred accommodations, moves just outside the competitive set, moves its business to another area, or cancels plans altogether. Therefore, as new properties are added to the market, it is expected that this demand will be accommodated by the new supply, suggesting that when new hotels are added, they do not cannibalize existing market demand, but accommodate previously unaccommodated demand. While it is not possible to accurately predict all unaccommodated demand, a decent figure can be inferred from occupancy data. The following table shows the occupancy by day of the week per month for the twelve months of 2015. Days of the week with occupancy between 75 and 80 percent are shown in yellow, suggesting mild displacement and unaccommodated demand, while orange shows days with 80 to 90 percent occupancy, suggesting very likely displacement. Days in red are for times when occupancy was beyond 90 percent for the set, suggesting near-certain displacement. Collier County Sports Market & Needs Assessment Study Executive Summary - Page 17 Table 10 Occupancy Percent by Day of Week by Month: 2015 Sunday Monday Tuesday Wednesday Thursday Friday Saturday Avg Jan-15 64.4%72.5%74.3%76.6%77.7%77.9%77.7%74.4% Feb-15 80.1%84.4%87.8%90.0%91.9%89.7%90.2%87.7% Mar-15 75.3%82.9%86.1%88.1%87.9%87.6%87.6%85.1% Apr-15 64.4%73.1%76.5%78.5%78.0%80.5%81.9%76.1% May-15 61.8%59.5%65.0%67.4%68.7%76.1%79.9%68.3% Jun-15 49.7%55.2%57.7%61.1%61.1%70.0%74.8%61.4% Jul-15 50.2%59.6%66.6%64.2%63.0%71.7%77.4%64.7% Aug-15 42.6%48.4%54.7%53.3%53.3%57.7%62.5%53.2% Sep-15 47.7%43.9%47.8%49.0%48.0%57.0%64.8%51.2% Oct-15 52.3%58.8%60.9%62.1%61.2%63.8%66.2%60.7% Nov-15 50.9%59.8%65.3%69.0%72.2%74.3%74.0%66.5% Dec-15 59.5%67.3%65.8%64.7%65.6%62.0%67.4%64.6% Average 58.2%63.6%67.1%68.3%69.1%72.3%75.1% Sources: Smith Travel Research Each cell is an average of four specific dates, for example Wednesdays in February averaged 90 percent occupancy. As shown, Wednesday through Saturday occupancy February 2015 through April 2015 was consistently high, with the majority of those days over 77 percent occupancy. Weekday occupancy is at its lowest during September ranging from 43 percent on Mondays up to 49 percent on Wednesdays. The seasonality demonstrates Collier County is a strong leisure market as well as healthy corporate demand during the week. The following table shows the ADR by day of the week per month for 2015. The yellow cells represent ADR values from $100 to $140, the orange cells represent values from $140 to $180, and the red cells are all values above $180. Collier County Sports Market & Needs Assessment Study Executive Summary - Page 18 Table 11 Average Daily Rate by Day of Week by Month: 2015 Sunday Monday Tuesday Wednesday Thursday Friday Saturday Avg Jan-15 $ 250.51 $ 232.54 $ 229.00 $ 231.67 $ 265.82 $ 260.94 $ 250.49 $ 247.13 Feb-15 $ 306.79 $ 293.50 $ 290.90 $ 295.94 $ 307.30 $ 315.65 $ 318.76 $ 304.12 Mar-15 $ 332.81 $ 322.41 $ 334.21 $ 325.74 $ 335.44 $ 335.25 $ 338.92 $ 331.89 Apr-15 $ 249.85 $ 234.45 $ 239.24 $ 252.29 $ 275.48 $ 279.20 $ 265.36 $ 257.04 May-15 $ 181.85 $ 162.36 $ 160.27 $ 163.43 $ 169.80 $ 188.66 $ 188.95 $ 174.86 Jun-15 $ 155.30 $ 143.21 $ 141.14 $ 141.75 $ 152.46 $ 168.83 $ 169.66 $ 152.46 Jul-15 $ 154.35 $ 144.06 $ 145.61 $ 148.01 $ 163.21 $ 176.44 $ 179.84 $ 159.15 Aug-15 $ 143.04 $ 137.86 $ 138.11 $ 136.73 $ 144.39 $ 154.98 $ 155.16 $ 144.42 Sep-15 $ 143.10 $ 122.80 $ 124.06 $ 127.77 $ 135.41 $ 152.96 $ 154.45 $ 136.47 Oct-15 $ 166.04 $ 156.30 $ 153.46 $ 156.24 $ 159.18 $ 166.07 $ 167.23 $ 160.98 Nov-15 $ 166.15 $ 160.81 $ 169.84 $ 179.39 $ 186.32 $ 189.02 $ 183.43 $ 175.56 Dec-15 $ 219.64 $ 219.06 $ 210.66 $ 220.09 $ 227.95 $ 201.20 $ 213.73 $ 216.39 Average $ 205.80 $ 193.88 $ 195.31 $ 197.39 $ 210.99 $ 214.40 $ 213.57 Sources: Smith Travel Research The highest average daily rates occur on Friday’s and Saturday’s in March, at $335.25 and $338.92, respectively. The market has considerable variance on a monthly basis, from an average of $136.47 in September to an average of $331.89 in July. The days of the week with the lowest ADR are Monday’s and Tuesday’s with an average between $193 and $195. Overall, Fridays have the highest ADR during the week. The Collier County hotel market is composed of a mix of market class options, however approximately one- third of the hotel inventory are luxury accommodations. There are enough quality hotels downtown, and the market is strong enough, that there is an opportunity for a successful hospitality package, if marketed right. Occupancy, rate and overall performance of hotels has improved to the point where group business, particularly youth sports tourism, could be priced out of the market and/or demand is so high that rooms will not be available. The sports tourism market is generally price conscious and usually seek hotel rates that are approximately $140 or less per night. As rates increase above this threshold, event organizers and potential visitors begin to look at other destinations. A compelling destination has the opportunity to offset this challenge by offering other unique experiences and amenities that cannot be had anywhere else. In short, if the County and event owners create attractive hotel packages for tournament participants in Collier County, there should be little reason for a family or team to leave the area for any need during their stay, beyond the beach, which is available within the County and within a short drive. Recommendations Based on the comprehensive analysis of the market, the needs of tournaments and leagues, the projected development of competitive and recreation athletic facilities, and the overall market, HSP’s recommendations are targeted to meet Collier County’s mission to provide a state-of-the-art venue that can provide adequate Collier County Sports Market & Needs Assessment Study Executive Summary - Page 19 sports opportunities and economic impact for the local community and be a platform for regional and national events, while operating facilities with minimal public subsidy. The proposed recommendations are intended to optimize Collier County’s ability to attract tournaments and support local organizations simultaneously, all while being accommodated on one site. The goal is to integrate critical elements that will optimize new sports facilities and increases economic activity from beyond the local area. The HSP Team collaborated with the Client and community stakeholders to identify potential sites and develop a development concept that best serves the community. After review and discussion, the team began to focus on outdoor facilities, based on the market indications of what was most needed and sensible. The details of each recommendation are presented below. Multipurpose Fields (Soccer, Football, Lacrosse, etc.) ! Eight fields including one field that can be programmed as a championship field with seating to create a stadium atmosphere during high profile events. This offers sufficient fields for competition and practice during events. Tournament organizers typically schedule age/gender competitions using a pod format. Generally, the pod format is four-field units. ! Fields should be lighted, which provides scheduling flexibility and extends the timeframe for daily use. Some organizations such as USYSA and NIRSA seek facilities with lights. It is suggested that installation should be in four-field units if programming limits the number of lighted fields. ! The playing surface of the fields is suggested to be artificial turf. ! The recommended site should be large enough to allow for future expansion. The expansion area should allow for at least eight additional multipurpose fields. Baseball/Softball Facilities ! A standard rule of thumb for softball tournaments is one field for every ten youth teams and one field for every fifteen adult teams. Regional tournaments can range from 20 teams up to 60 teams. National tournaments have consisted up to 172 teams. It is suggested that the sports complex include eight diamonds. ! Turf Type. It is recommended the baseball/softball fields be constructed with artificial turf. This allows for both softball and baseball use at all age and competition levels. Artificial turf provides maximum programming flexibility and minimizes the impact of inclement weather. ! Field size. It is recommended that Collier County have fields with a minimum 300-foot fence. This meets the minimum needs for adult competitions while still acceptable for youth (which use a 200-foot fence distance). Portable fences can be installed for youth competitions if a shorter fence distance is desired. Additionally, the infield should also be designed so that the base paths can be adjusted to shorter distances for youth competition. ! All fields should be lighted, which provides scheduling flexibility and extends the timeframe for daily use. This is an important feature for both youth and adult league and recreational play, which are largely scheduled during evening hours to accommodate community residents. Collier County Sports Market & Needs Assessment Study Executive Summary - Page 20 Other Recommendations ! Offer sufficient space for vendors/concessionaires to operate during events. ! Parking. Common concern of tournament organizers is not enough parking. A common metric used for athletic facilities is to allocate 100 to 150 parking spaces (1.0 – 1.5 acres) per field. In order to accommodate the parking needs for the recommended facilities, 1,600 to 2,400 parking spaces (16 to 24 acres) would need to be programmed onsite. Options for overflow parking and shuttling should be provided. ! Concessions. Beyond the concessions that should be a part of the announcer/scorekeeper’s booth for the diamond facilities, an additional set of concessions should be developed, at least one concession building for the multipurpose fields. Because of the size of soccer fields, a second concession/amenity building should be considered for these fields. ! Changing/Locker Rooms. Changing/locker rooms should be provided, two for each sport, and these could be designed into the concession and restroom buildings. ! Restrooms. These should be provided, at least one for each sport and designed in concert with locker rooms and concessions. ! Areas for event organizers and staff. Event organizers need locations for event headquarters to conduct their business and meetings. Also, tournament officials and referees regularly do not have a base location to change or operate from. Two small meeting rooms, with bathrooms, should be provided for each sport. ! Result/Scoreboards. Provide space for scorekeepers and a visible scoreboard for fields, one per sport. ! Internet/Wi-Fi. Event organizers lose capacity and effectiveness when they do not have access to sufficient Internet bandwidth. The facility should host a specific Internet connection (preferably wireless). ! It is recommended that governing bodies be consulted for their facility assistance resources in the design and layout process. Governing bodies such as USYSA offer free services to optimize the highest and best use for each particular sports facility design and layout, in accordance with their facility specifications. Additionally, many offer opportunities for grants that can be used to help offset design and potentially construction costs. Hotels, Restaurants and Retail ! Hotel development should be encouraged in the immediate vicinity of the facility. This will mitigate the concern of the location of the facility away from the hotel cluster along Tamiami Trail. A hotel would serve multiple demand generators in Collier County, not just the sports facilities. ! Convenience retail should be developed near the sports facilities. This should include a drug store at minimum. ! Several restaurants should be developed near the proposed sports complex, including a coffee shop, two to three “fast casual” restaurants such as Subway or Panera as well as one or two full- Collier County Sports Market & Needs Assessment Study Executive Summary - Page 21 service restaurants, such as a TGI Fridays or Chili’s. These do not need to be national chains, but should cater to families with children. Site Analysis When considering potential sites for sports facilities within Collier County, there are a number of criteria that should be identified and clearly addressed as sites are considered. The site should benefit from high visibility and easy access from the major thoroughfares, although is not 100 percent necessary. Visitors traveling from outside the area must also be able to conveniently navigate through signage and landmarks as simply as possible. What is more important for the success of the development is that it be located near other support amenities, restaurants, hotels and have enough room for parking and overflow activities. In addition, the site must be large enough to accommodate large tournaments or multiple events and parking, and be inexpensive enough to make the development feasible, yet high quality enough to be a regional attraction. The following considerations would help to identify a preferred site for locating a new indoor athletic or multipurpose facility in Placer Valley. Urban Issues ! Compatibility with Adjacent Land Uses: Land adjacent to potential site should not be used for low-density residential, where sensitivity of neighbors will be an issue, or noxious uses such as industry. Best case is tourism-related uses such as restaurants, transient housing and retail. ! Facility Image/Visibility: Site offers good views of a possible new facility from one or more favorable vantage points. ! Quality of User Experience: Visitors to the site are likely to have a pleasant experience, either because of scenic qualities of the site and surroundings, or because of vibrant urban development valued by visitors. ! Proximity to Existing Hotels is often a key determinant of preferred sites. ! Proximity to Dining/Retail/Entertainment is a secondary, but still very important criterion for selection of preferred sites. ! Proximity to Existing Parking Resources: If it is possible to legally utilize off-site parking resources to satisfy some of the parking demand generated by the facility, this can help to reduce the land required and site development cost of the facility. ! Business Development Potential (new/existing): An important urban consideration is whether land or available (vacant) buildings exist in proximity to the potential site such that new development of private businesses, housing, or retail could be catalyzed by the project. Transportation ! Vehicular Access: An ideal site will be readily accessible to cars, buses and delivery vehicles using existing roadway systems. Proximate location to interstates and other major thoroughfares Collier County Sports Market & Needs Assessment Study Executive Summary - Page 22 will provide easy access for visitors. Worst case is new roadways would be required; best case is existing roadways can handle expected traffic to the facility without modification. ! Adequacy of Proposed Parking Strategy: The site, together with any usable off-site parking resources, should be able to accommodate the parking demand generated by the proposed facility. ! Pedestrian Access: Is the site accessible to pedestrians (including disabled pedestrians)? Is there a good existing infrastructure of sidewalks, crosswalks and (if needed) protected intersections? ! Public/Alternative Transit: Is the candidate site served by public transit on existing routes, or by alternative transit systems such as ferries, light rail, streetcars, people movers, trails, greenways, etc.? Site Factors ! Site Size, Configuration, and Shape: The overall size and shape of the site must be conducive to the type of development proposed. Generally, developments will require adequate land for open space, detention, parking, landscaping, etc. ! Potential Views from Site: Does the potential site offer unique vistas or prospects that add to its appeal? ! Topography/Slope: Sites without steep slopes to allow construction of buildings and parking without excessive grading, cut, or fill is preferred. Extensive site work can be very extensive. ! Geologic or Water Table Issues: Are there known issues with site geology (such as visible rock outcroppings) that would suggest difficulty in construction? Is the candidate site known to have a high water table that could require mitigation? ! Archeological Resource Issues: Is the potential site likely to trigger required archeological investigation in its development or redevelopment? This would be triggered if the site was part of earliest known settlement of the community, or was otherwise known to be historically sensitive. ! Demolition - Extent, Historic: Are there numerous structures that would have to be cleared to make the site suitable for development/redevelopment? If historic structures exist, local historic preservation or other groups may pose objections to development of the site. ! Environmental Issues/Remediation: The potential site should consider environmental issues requiring remediation or making development difficult. In addition to known hazardous materials, wetlands, streamway or floodplain issues should also be considered. ! Zoning/Regulatory Issues: Considerations should be given to the difficulty of zoning or land use changes if required. The best-case scenario is current zoning permits development of proposed facilities. ! Potential for Expansion: The ability to accommodate future expansion of the facility, if warranted, must be considered. If not, adjacent undeveloped land will be assessed in order to understand if there is available for acquisition in the future. Collier County Sports Market & Needs Assessment Study Executive Summary - Page 23 Cost Factors ! Land Acquisition Cost: The best-case scenario is the Client already owns the land. Next best- case option is publicly-owned land that can be made available without a purchase transaction. Less than ideal situations are when identified sites are privately-owned. The worst-case scenario would be multiple private owners requiring parcel assembly. The costs to acquire privately- owned parcels can be very costly and not feasible options for the project. ! Ability to Meet Proposed Schedule: Any encumbrances on the potential sites would make it difficult to place under development in accordance with proposed project timelines. The following table shows potential sites identified and assessed by the HSP Team, Client and County officials and stakeholders to determine a possible location for expanded and/or new facilities. Table 12 Collier County Site Options Site Hussey Parcel Immokalee Airport Resource Recovery Business Park I-75 County Tract Water/Sewer Site at Orangetree City Gate Future Vanderbilt Beach Road Extension Park Collier County Fairgrounds North Collier Regional Park Manatee Park Future School Site Thomasson Drive School Site Big Corkscrew Island Regional Park site Hacienda Lakes Randall Curve Parcel Magnolia Pond Drive Swamp Buggy Grounds First Assembly Church Shady Hollow East Gateway Marco Island Group I-75/Alligator Alley Collier Blvd Mixed Use GG Commerce Park Marco Vision and Stewardship Amerisite North Naples Middle School Veterans Memorial School Ave Maria Source: Collier County Collier County Site Options Ownership Private Collier County Collier County Collier County Collier County Private Collier County Collier County Collier County Collier County School Board School Board Collier County Private Collier County Private Private Private Collier County Private Private Private Private Private Private Private School Board School Board Private Collier County Site Options Approximate Size (Acres)Suitability 2,547 Land use and infrastructure challenges, privately-owned 692 Land use and infrastructure challenges, committed to alternative use 344 Dedicated land use, restrictive covenants 306 Land use and infrastructure challenges, County-owned 216 Committed to alternative use 153 Large enough, privately-owned 122 Lacks proximity to activity nodes, current infrastructure challenges 68 County-owned, land use challenges 60 County-owned, land use challenges 60 County-owned, land use challenges 60 Land use challenges, committed to alternative use 60 School board-owned, land use challenges 59 Lacks proximity to activity nodes, development plans underway 50 Site too small 48 Site too small 46 Site too small 45 Site too small 43 Site too small 43 Site too small 37 Site too small 30 Site too small 30 Site too small 25 Site too small 25 Site too small 24 Site too small 18 Site too small 13 Site too small 8 Site too small Varies Lacks proximity to activity nodes Approximately 29 sites throughout Collier County were reviewed and assessed as possible opportunities. There are 11 Collier County-owned, 14 privately-owned and four School Board-owned sites reviewed during Collier County Sports Market & Needs Assessment Study Executive Summary - Page 24 the process. Sites ranged from less than ten acres to more than 2,500 acres. The physical requirements of the recommended facilities and fields suggest a minimum site size of approximately 60 acres. Based on the above general criteria and the need for approximately 60 acres to accommodate the recommended facilities as well as parking, the HSP Team identified seven sites to test fit the recommended facilities. The following table assesses the seven scenarios based on physical metrics as well as important factors event organizers consider when selecting facilities for events. Table 13 Collier County Site Summary Hotels Site Closest Node # of Hotels # of Rooms I-75 County Tract Collier County New Excellent 305.6 Yes TBD Short- to Mid-term < 1.5 miles 7 832 Yes City Gate Private New Excellent 153.0 Yes TBD Mid-term < 1.5 miles 7 832 Yes Collier County Fairgrounds / Big Corkscrew Regional Park Collier County New Poor 127.0 Yes TBD Mid- to Long-term > 11.5 miles 1 91 No Future Vanderbilt Beach Road Extension Park Collier County New Poor 122.4 Yes TBD Long-term > 11.5 miles 1 91 No North Collier Regional Park Collier County Expansion Excellent 60.0 Limited TBD Short-term < 3.5 miles 4 523 Yes Manatee Park Collier County New Good 60.0 Limited TBD Mid-term > 5.0 miles 2 101 Yes Thomasson Drive School School Board New Excellent 60.0 Limited TBD Mid-term <5.0 miles 10 907 Yes Source: Collier County Property Appraiser Office, Hunden Strategic Partners Ownership Development Mitigation CostsPotential for ExpansionSizeAccess & Visibility F&B NearbyEst. Time to Development The following discussion analyzes the conditions for development of a sports facility to better provide for Collier County and the benefits of related offshoot business, for ease of traveling from outside the county, potential group demand, the local business community and any unaccommodated demand from nearby sports and tournament complexes. The positive and negative aspects of each site were assessed taking into account the proposed developments, Collier County, surrounding community and existing facilities. The following figure illustrates the proposed sports complex sites. Collier County Sports Market & Needs Assessment Study Executive Summary - Page 25 Figure 2 After review and discussion of the seven scenarios, the HSP Team identified the I-75 County Tract, City Gate, and North Collier Regional Park as the options that can accommodate the proposed recommendations and have supportive amenities in close proximity. Collier County Sports Market & Needs Assessment Study Executive Summary - Page 26 Example Development Scenario The following figure shows an example schematic design of the I-75 County Tract site. Figure 3 Collier County Sports Market & Needs Assessment Study Executive Summary - Page 27 The following figure shows estimated magnitude of costs for the I-75 County Tract site. Table 14 I-75 County Tract Sports Complex Estimated Order of Magnitude Costs Item Unit Quantity Price Subtotal Site Preparation (60% of Site)CY/SY 294,575 $50 $14,728,750 Fill, demucking, clearing / grubbing (assumes 3 ft. depth - no geotechnical)$14,728,750 Fields Field 16 $600,000 $9,600,000 Sub-grade, drainage, profile, irrigation, seeding, lighting, fencing, miscellaneous $9,600,000 Infrastructure / Support Irrigation building Building 1 $12,000 $12,000 Field House Building 1 $600,000 $600,000 Baseball Tower Building 2 $450,000 $900,000 Electrical Distribution on Site (40% of Site)SF 1,767,454 $2.00 $3,534,908 Parking Space 1,440 $3,000 $4,320,000 Roadway LF 4,195 $1,900 $7,970,500 General Landscaping SF 2,458,176 $2.25 $5,530,896 Hardscape (non-vehicular)SF 30,000 $12.00 $360,000 General Site Lighting (parking / roadway / walkway areas)SF 809,730 $4.00 $3,238,920 Site Signage Allowance Lump Sum 1 $100,000 $100,000 $26,567,224 Subtotal $50,895,974 Contingency (15%)$7,634,396 Total Allowance $58,530,370 *Other Costs Not Included: Off-Site Utilities, Design, Permit Fees Reports, Investigations Environmental, Mitigation Tree, Wildlife Protection Water Features, Drainage Features (wells, retention) Artificial Turf, Scoreboards Source: BEA Architects Inc., Hunden Strategic Partners The recommended full build out development cost is estimated to be $58.8 million. The site preparation costs are estimated at nearly $15 million. The assumption of wetlands and other environmental issues are expected to add costs to development of a site like the I-75 County Tract. The field costs are estimated at $9.6 million, while infrastructure and support costs are estimated at $26.5 million. The estimated costs are assumed to be accounted for in the site work, infrastructure and contingency costs. It is important to note, the costs are estimations and it is highly recommended the appropriate environmental studies are conducted to determine the amount of wetland and imperiled species mitigation is required on the site. Above costs are general allowances for "order-of-magnitude" construction costs for preliminary budgeting only. The cost information is not based on a sufficiently developed site-specific project design, nor has it been vetted with Collier County local contractors. Site preparation costs may increase due to site conditions and recommendations of geotechnical engineer. Phased Development The construction of sports complexes across the country is on the rise. However, municipalities are developing sports complexes differently either all at once or through phasing different portions over time. There are numerous factors such as overall project cost, financing, land control, single sport vs. multi-sport Collier County Sports Market & Needs Assessment Study Executive Summary - Page 28 facility, expansion vs. new build, demand growth and others that impact the decision-making process on whether to phase the construction of a sports facility. A phased development of the recommendations is an option. The phased development could include a modest expansion of an existing facility such as North Collier Regional Park before making a larger investment into a new tournament facility. For example, this would allow the County to increase multipurpose and/or diamonds at North Collier Regional Park in order to improve the park’s competitiveness regionally and ability to accommodate larger events at one site. A phased development will not immediately provide the “home-run” facility necessary to enter the ultra- competitive pursuit to secure regional and national events. However, it will provide Collier County the opportunity to accommodate growth in demand, secure more events, and provide more time to develop a strategic plan to fund and develop a destination tournament facility, if sports facility development is a priority for the community. Governance and Management These types of facilities are significant businesses and must be responsive to the needs of the market. When well run, they can generate net income for the owner. If treated as a public amenity, they can cause significant financial deficits, which would be covered by the owner – in most cases the public sector. The goal for the complex will be to both generate economic and fiscal impacts as well as maximize revenue and minimize expenses. The management staff of the sports complex will be one of the most critical elements to the success of the facility. Management must be as good of external marketers and champions for the facility as they are operators. The ability to maximize hotel usage is key to the economic and fiscal impact of the facility within the boundaries of Collier County. The tourism arm of the city and county, Florida’s Paradise Coast Convention & Visitors Bureau, should continue to enhance the symbiotic relationship area sports complexes to orchestrate tournament bids, housing (hotel) management and destination packages that funnel spending and impact to area hotels and other businesses. One option that can help bring some clarity to the sales and management process would be a funding source from hotel room nights. Other sports facilities have created options where local hotels offer a combined room block and for every hotel room purchased in the block, a portion of the room rate is directed toward the sports complex. It is assumed the sports complex would receive a portion per room night for each ‘local’ room night generated. Given that the sports complex is generating the room nights, finding ways to return some of these impact funds to the sports complex will help sustain it financially. These proactive, market-based and tourism-responsive steps will help the sports complex succeed as a competitive market-based operation, even if owned publicly. Collier County Sports Market & Needs Assessment Study Executive Summary - Page 29 Sports Marketing Plan The review of facilities and the conversations with the key stakeholders in Collier County exposed some facility and seasonality weaknesses but also provided some strong opportunities to strengthen Collier County as a great place to “live and play” as well as to “visit and play”. The challenge in putting together recommendations on impactful marketing and business development tactics rests in one word that becomes a thread in objectives…”Clarity”. For Collier County this will mean: ! Clarity in Vision ! Clarity in Goals & Objectives ! Clarity in Responsibilities ! Clarity in Evaluation Metrics In order to strengthen Collier County sports tourism and develop the reputation of the community as both a premier leisure and sports tourism destination, a comprehensive and long-term marketing and public relations strategy needs to be devised and implemented by a combination of stakeholders, which may include leaders from the City, Convention and Visitors Bureau, Park District and other key members of the community. Collier County has the opportunity to be known as a destination of important sports events, enhance the appeal of the area and drive economic impact to the county, region and state. Demand and Financial Projections Based on the feedback provided by club directors, national governing bodies and tournament organizers, the demand and financial projections assumed the following. ! Eight multipurpose fields. ! Eight baseball/softball diamonds. ! Site should allow for future expansion of at least eight more multipurpose fields and four diamonds. ! Operating Assumptions ! The facility will be municipally owned. ! The facility will be managed by a third-party entity. This entity will be charged with proactively programming the facility as well as oversee the day-to-day operations. ! The facility is assumed to be operated in a first-class manner by the parties who have operated similar facilities. ! User groups and event organizers will be proactively engaged to utilize and host events at the facility. ! Programming Assumptions ! All eight multipurpose fields will be artificial turf. The diamonds will have artificial turf. Collier County Sports Market & Needs Assessment Study Executive Summary - Page 30 ! All fields will have lights to allow for evening use. ! Demand assumed a mix of newly created and existing events. Existing events assume an event that already occurs annually in the market is relocated to or hosts a portion of the event at the new sports complex. ! Programming and demand considered the seasonality of sports, the primary tournament weekends throughout the year, as well as the existing annual events in the Collier County area. ! Programming and demand considered the seasonality of the hotel market occupancy, rate and overall performance. Projections assumed hotel market conditions are conducive to accommodating youth sports tourism demand. The following table shows the number of annual events assumed for each user group. Collier County Sports Market & Needs Assessment Study Executive Summary - Page 31 Table 15 Projected Number of Events - Collier County Sports Complex Year 1 Year 2 Year 3 Year 4 Year 5 Year 6 Year 7 Year 8 Year 9 Year 10 Soccer Competitive Existing Tournament 3 3 3 4 4 4 4 4 4 4 Competitive New Tournament 2 2 2 3 3 3 3 3 3 3 Local New Tournament 1 2 2 2 3 3 3 3 3 3 Youth Soccer Leagues (Spring & Fall)24 24 24 24 24 24 24 24 24 24 Camps/Programs 6 8 10 10 10 10 10 10 10 10 Practices 28 28 28 28 28 28 28 28 28 28 Adult Soccer Leagues (Spring & Fall)20 20 20 20 20 20 20 20 20 20 High School Regional/State Soccer Events*2 2 3 3 3 4 4 4 4 4 Total 86 89 92 94 95 96 96 96 96 96 Baseball Competitive Existing Tournament 3 3 3 3 3 3 3 3 3 3 Competitive New Tournament 4 4 5 5 6 6 6 6 6 6 Local New Tournament 2 2 3 3 4 4 4 4 4 4 Youth Baseball Leagues (Spring & Fall)24 24 24 24 24 24 24 24 24 24 Camps/Programs 6 10 12 12 12 12 12 12 12 12 Practices 28 28 28 28 28 28 28 28 28 28 High School Regional/State Baseball Events*2 2 3 3 4 4 4 4 4 4 Total 69 73 78 78 81 81 81 81 81 81 Softball Competitive Existing Tournament 2 2 2 2 2 2 2 2 2 2 Competitive New Tournament 2 3 4 5 6 6 6 6 6 6 Local New Tournament 2 2 2 3 3 3 3 3 3 3 Youth Softball Leagues (Spring & Fall)24 24 24 24 24 24 24 24 24 24 Camps/Programs 6 8 10 10 10 10 10 10 10 10 Practices 28 28 28 28 28 28 28 28 28 28 Adult Softball Leagues (Spring & Fall)20 20 20 20 20 20 20 20 20 20 High School Regional/State Softball Events*2 2 2 2 3 3 3 3 3 3 Total 86 89 92 94 96 96 96 96 96 96 Football Competitive Existing Tournament 2 2 2 2 2 2 2 2 2 2 Competitive New Tournament 2 2 2 3 3 3 3 3 3 3 Local New Tournament 1 1 2 2 3 3 3 3 3 3 Youth Football Leagues (Spring & Fall)20 20 20 20 20 20 20 20 20 20 Camps/Programs 6 8 10 10 10 10 10 10 10 10 Practices 24 24 24 24 24 24 24 24 24 24 High School Regional/State Football Events*0 0 0 0 0 0 0 0 0 0 Total 55 57 60 61 62 62 62 62 62 62 Lacrosse Competitive Existing Tournament 1 1 1 1 1 1 1 1 1 1 Competitive New Tournament 0 0 2 2 2 2 2 2 2 2 Local New Tournament 0 1 1 2 2 2 2 2 2 2 Youth Lacrosse Leagues (Spring)16 16 16 16 16 16 16 16 16 16 Camps/Programs 4 6 8 8 8 8 8 8 8 8 Practices 24 24 24 24 24 24 24 24 24 24 High School Regional/State Lacrosse Events*1 1 2 2 2 2 2 2 2 2 Total 48 50 54 55 55 55 55 55 55 55 Other Other Sporting Events 4 6 8 8 8 8 8 8 8 8 Collier County Events 1 1 2 2 3 3 4 4 4 4 Other Non-Sport Events 2 2 3 3 4 4 5 5 5 5 Total 7 9 13 13 15 15 17 17 17 17 Total Events 351 367 389 395 404 405 407 407 407 407 *Tournament Events 31 33 40 45 51 52 52 52 52 52 Source: Various Sports Organizations, Hunden Strategic Partners As shown, there are projected to be approximately 407 events in the stabilized year, including approximately 52 tournaments. Each season, practice and league event is considered one event occasion. A 12-week season would account for 12 events. Collier County Sports Market & Needs Assessment Study Executive Summary - Page 32 The next table shows the total number of visitors (participants and spectators) expected at the sports complex. Table 16 Projected Total Visitors (Players, Coaches, Families) - Collier County Sports Complex Year 1 Year 2 Year 3 Year 4 Year 5 Year 6 Year 7 Year 8 Year 9 Year 10 Soccer Competitive Existing Tournament 8,160 8,323 8,490 11,546 11,777 12,012 12,253 12,498 12,748 13,003 Competitive New Tournament 3,754 3,866 3,982 6,152 6,337 6,527 6,723 6,925 7,132 7,346 Local New Tournament 1,711 3,525 3,631 3,740 5,778 5,951 6,130 6,314 6,503 6,698 Youth Soccer Leagues (Spring & Fall)32,789 32,789 32,789 32,789 32,789 32,789 32,789 32,789 32,789 32,789 Camps/Programs 884 1,191 1,504 1,519 1,534 1,549 1,565 1,580 1,596 1,612 Practices 9,148 9,148 9,148 9,148 9,148 9,148 9,148 9,148 9,148 9,148 Adult Soccer Leagues (Spring & Fall)5,148 5,148 5,148 5,148 5,148 5,148 5,148 5,148 5,148 5,148 High School Regional/State Soccer Events*377 377 566 566 566 754 754 754 754 754 Total 61,971 64,367 65,257 70,607 73,076 73,879 74,509 75,155 75,818 76,498 Baseball Competitive Existing Tournament 8,160 8,323 8,490 8,659 8,833 9,009 9,189 9,373 9,561 9,752 Competitive New Tournament 7,066 7,278 9,370 9,651 11,929 12,286 12,655 13,035 13,426 13,829 Local New Tournament 3,422 3,525 5,446 5,610 7,704 7,935 8,173 8,418 8,671 8,931 Youth Baseball Leagues (Spring & Fall)23,184 23,184 23,184 23,184 23,184 23,184 23,184 23,184 23,184 23,184 Camps/Programs 884 1,489 1,804 1,822 1,841 1,859 1,878 1,896 1,915 1,935 Practices 6,699 6,699 6,699 6,699 6,699 6,699 6,699 6,699 6,699 6,699 High School Regional/State Baseball Events*386 386 580 580 773 773 773 773 773 773 Total 49,802 50,884 55,573 56,205 60,962 61,746 62,551 63,378 64,228 65,102 Softball Competitive Existing Tournament 4,760 4,855 4,952 5,051 5,152 5,255 5,361 5,468 5,577 5,689 Competitive New Tournament 3,533 5,458 7,496 9,651 11,929 12,286 12,655 13,035 13,426 13,829 Local New Tournament 3,422 3,525 3,631 5,610 5,778 5,951 6,130 6,314 6,503 6,698 Youth Softball Leagues (Spring & Fall)27,324 27,324 27,324 27,324 27,324 27,324 27,324 27,324 27,324 27,324 Camps/Programs 884 1,191 1,504 1,519 1,534 1,549 1,565 1,580 1,596 1,612 Practices 7,623 7,623 7,623 7,623 7,623 7,623 7,623 7,623 7,623 7,623 Adult Softball Leagues (Spring & Fall)17,280 17,280 17,280 17,280 17,280 17,280 17,280 17,280 17,280 17,280 High School Regional/State Softball Events*359 359 359 359 538 77,808 78,475 79,162 79,867 80,593 Total 65,185 67,615 70,168 74,416 77,158 77,808 78,475 79,162 79,867 80,593 Football Competitive Existing Tournament 2,208 2,252 2,297 2,343 2,390 2,438 2,487 2,536 2,587 2,639 Competitive New Tournament 1,584 1,632 1,680 2,596 2,674 2,754 2,837 2,922 3,010 3,100 Local New Tournament 792 816 1,680 1,731 2,674 2,754 2,837 2,922 3,010 3,100 Youth Football Leagues (Spring & Fall)5,192 5,192 5,192 5,192 5,192 5,192 5,192 5,192 5,192 5,192 Camps/Programs 1,056 1,422 1,795 1,813 1,831 1,850 1,868 1,887 1,906 1,925 Practices 1,505 1,505 1,505 1,505 1,505 1,505 1,505 1,505 1,505 1,505 High School Regional/State Football Events*0 0 0 0 0 0 0 0 0 0 Total 12,337 12,818 14,150 15,180 16,267 16,493 16,726 16,964 17,209 17,461 Lacrosse Competitive Existing Tournament 1,581 1,612 1,645 1,678 1,711 1,745 1,780 1,816 1,852 1,889 Competitive New Tournament 1,382 1,424 2,933 3,021 3,112 3,205 3,301 3,400 3,502 3,607 Local New Tournament 672 685 699 1,426 1,455 1,484 1,514 1,544 1,575 1,606 Youth Lacrosse Leagues (Spring)3,643 3,643 3,643 3,643 3,643 3,643 3,643 3,643 3,643 3,643 Camps/Programs 352 533 718 725 733 740 747 755 762 770 Practices 2,614 2,614 2,614 2,614 2,614 2,614 2,614 2,614 2,614 2,614 High School Regional/State Lacrosse Events*193 193 386 386 386 386 386 386 386 386 Total 10,437 10,705 12,638 13,494 13,653 13,817 13,986 14,158 14,335 14,516 Other Other Sporting Events 730 1,116 1,518 1,549 1,579 1,611 1,643 1,676 1,710 1,744 Collier County Events 1,550 1,550 3,100 3,100 4,650 4,650 6,200 6,200 6,200 6,200 Other Non-Sport Events 1,200 1,200 1,800 1,800 2,400 2,400 3,000 3,000 3,000 3,000 Total 3,480 3,866 6,418 6,449 8,629 8,661 10,843 10,876 10,910 10,944 Total Visitation 203,212 210,256 224,204 236,351 249,745 252,404 257,090 259,694 262,368 265,113 *Total Tournament Visitation 53,523 58,416 68,313 80,356 91,495 94,048 96,476 98,971 101,534 104,168 Source: Various Sports Organizations, Hunden Strategic Partners Total attendance is projected to increase from more than 200,000 to approximately 265,000 by stabilization, depending on the number of tournaments held. Nearly 105,000 attendees are projected from tournaments by the tenth year. Collier County Sports Market & Needs Assessment Study Executive Summary - Page 33 Financial Projection The next table is a consolidated estimate of revenue and expense for the sports complex. Table 17 Collier County Sports Complex - Financial Projections (thousands of inflated dollars) Fiscal Year Item Year 1 Year 2 Year 3 Year 4 Year 5 Year 6 Year 7 Year 8 Year 9 Year 10 Operating Revenue Rental Fees $604 $673 $752 $802 $855 $881 $912 $940 $968 $997 Net Concessions $34 $38 $46 $53 $62 $65 $70 $74 $77 $82 Net Novelties $2 $2 $3 $3 $4 $4 $5 $5 $5 $5 Advertising and Sponsorship $48 $67 $103 $106 $109 $113 $116 $119 $123 $127 Total Revenue $689 $780 $904 $965 $1,031 $1,063 $1,103 $1,138 $1,173 $1,211 Operating Expense Fixed Salary - Permanent Staff $290 $299 $308 $317 $326 $336 $346 $357 $367 $378 Salary - Part-Time/Seasonal Staff $100 $103 $106 $109 $113 $116 $119 $123 $127 $130 Benefits - Permanent Staff $96 $99 $102 $105 $108 $111 $114 $118 $121 $125 General and Administrative/Other $92 $95 $98 $101 $104 $107 $110 $113 $117 $120 Marketing Advertising $45 $46 $48 $49 $51 $52 $54 $55 $57 $59 Utilities $120 $124 $127 $131 $135 $139 $143 $148 $152 $157 Facility Maintenance $331 $341 $351 $362 $373 $384 $395 $407 $419 $432 Security $25 $26 $27 $27 $28 $29 $30 $31 $32 $33 Insurance $45 $46 $48 $49 $51 $52 $54 $55 $57 $59 Operating Expenses $1,144 $1,178 $1,213 $1,250 $1,287 $1,326 $1,366 $1,407 $1,449 $1,492 Facility Reserve $34 $37 $43 $47 $51 $52 $54 $55 $57 $59 Net Operating Income (Deficit)($490)($435)($352)($332)($307)($315)($317)($324)($332)($340) Source: Hunden Strategic Partners The model assumes events will pay daily, hourly or complex fees to use the facility, based on fees charged at comparable facilities as well as current Collier County Parks and Recreation Department fee schedules. However, anchor tenant leagues may pay a lower rental rate, similar to how an anchor retail tenant in a mall pays lower rent per square foot as they guarantee consistent usage and demand. This is assumed to be negotiated on a case-by-case basis due to different needs of fields and time as well as amount of usage. Collier County Sports Market & Needs Assessment Study Executive Summary - Page 34 Summary of Impacts The table below shows the summary of impacts from new spending and visits to the Collier County area. Table 18 Summary of Impacts 20-Years Stabilized Year Net New Spending Direct $320 $14.8 Indirect $82 $3.8 Induced $66 $3.0 Total $468 $22 Net New Earnings From Direct $118 $5.4 From Indirect $7 $0.3 From Induced $5 $0.2 Total $129 $6.0 Net New FTE Jobs From Direct 362 345 From Indirect 13 13 From Induced 36 35 Total 412 392 Collier County Taxes Collected Tourism Development Tax (4.0%)$5,301 $248 Collier County Total $5,301 $248 Construction Impact (000s) Total Spending $18,614 Direct Labor Spending $21,071 Job-Years, Actual 114 Source: Hunden Strategic Partners (millions) (millions) Actual (000s) In total, the sports complex is estimated to generate $468 million in total spending over 20 years. New earnings are projected to total $129 million over the period, supporting 412 full-time equivalent positions during that time. The local taxes collected over the period are projected to total approximately $5.3 million in Collier County. The construction impact totals more than $18.6 million in impact from materials spending locally and more than $21 million in spending from earnings as well as 114 construction job-years. Conclusion There is an opportunity to capture a piece of the burgeoning youth sports tournament activity at a new development in Collier County. The focus is on building an efficient and smart operating that maximizes revenue and impacts while minimizing operating expenses. This will ensure the net impact on the community is positive and long lasting. Collier County Sports Market & Needs Assessment Study Executive Summary - Page 35 Report Layout ! Executive Summary ! Chapter 1 Collier County Facilities Overview ! Chapter 2 Economic and Demographic Analysis of Collier County ! Chapter 3 Local Sports Facility Supply and Demand Analysis ! Chapter 4 Regional Sports Facility Supply Analysis ! Chapter 5 Tournament Opportunity Analysis ! Chapter 6 Hotel Market Overview ! Chapter 7 Recommendations ! Chapter 8 Sports Marketing Plan ! Chapter 9 Demand and Financial Projections ! Chapter 10 Economic, Fiscal & Employment Impact Analysis About Hunden Strategic Partners Hunden Strategic Partners is a full service real estate development advisory practice specializing in destination assets. With professionals in Chicago and Indiana, Hunden Strategic Partners provides a variety of services for all stages of destination development in the following primary areas: ! Real estate market and financial feasibility and financial consulting ! Owner’s representation and operating consulting ! Strategy and master planning ! Public incentive analysis ! Economic, fiscal and employment impact analysis (cost/benefit) ! Economic and tourism policy/legislation consulting ! Organizational development ! Research and statistical analysis ! Developer solicitation and selection; Private management company solicitation and selection Hunden Strategic Partners professionals have provided all of the above services for hundreds of client projects worldwide for the public, non-profit and private sectors. In addition, our professionals have prior professional career experience in municipal and state government, economic and real estate development, real estate law, hotel operations and non-profit management. Over 80 percent of our clients are public Collier County Sports Market & Needs Assessment Study Executive Summary - Page 36 entities, such as municipalities, counties, states, convention bureaus, authorities and other quasi-government entities empowered to conduct real estate, economic development and tourism activities. Limiting Conditions HSP relied on primary and secondary sources of information for the assumptions made in this report and assumes these sources to be accurate. Assumptions created for the analysis were based on the data available to HSP during the study period as well as professional judgment. The Project is assumed to be owned and operated in a first-class manner by the parties who have operated similar facilities. No responsibility is taken for unforeseen events occurring after the date of the analysis, including war and terror attacks, natural disasters and major economic recessions. This report is intended to be used as a tool for decision-making by the contracting parties related to this Project and for no other purpose. TABLE OF CONTENTS ------------ Executive Summary Chapter 1 Collier County Facilities Overview Chapter 2 Economic and Demographic Analysis of Collier County Chapter 3 Local Sports Facility Supply and Demand Analysis Chapter 4 Regional Sports Facility Supply Analysis Chapter 5 Tournament Opportunity Analysis Chapter 6 Hotel Market Overview Chapter 7 Recommendations Chapter 8 Sports Marketing Plan Chapter 9 Demand and Financial Projections Chapter 10 Economic, Fiscal and Employment Impact Analysis Collier County Sports Market & Needs Assessment Study Chapter 1 - Page 2 COLLIER COUNTY FACILITIES OVERVIEW The Collier County Tourism Division and the Sports Marketing section of the Naples, Marco Island, Everglades Convention & Visitors Bureau (the County) engaged the HSP Team, including Clancy’s Sports Properties and BEA Architects, to perform a marketing and feasibility study regarding each County facility’s physical condition, activity levels, opportunity to renovation/expansion of programming, overall operations, financial performance (as available), potential future revenue opportunities, and other opportunities for renovation, expansion or new facilities. HSP also studied and considered the benefits and development costs associated with a new competition venue or stadium. The HSP Team interviewed Collier County Parks and Recreation management, event owners and area organizations to gain a better understanding of demand and what the distribution is between local parks and recreation use, tournament use and non-local use. User feedback illustrates the group/user experience from Parks and Recreation programs that are geared towards residents and the group/user experience from tournament events that are secured through the Convention and Visitors Bureau. Understanding the roles Parks and Recreation and the CVB play in the sports market will help the HSP Team determine what strategies can be implemented to improve the overall sports experience in Collier County. The HSP Team has conducted a facility condition assessment to determine where the facilities lack, meet, or exceed market and design/functionality expectations. The assessment also determines what upgrades, renovations and/or other changes are recommended to make the facilities competitive and able to host a variety of events. The HSP Team has assessed the local and comparable sports facilities and tournaments and has answered the following questions: ! What is the existing local and regional sports supply mix? Are there gaps in the current supply or quality of fields, courts and other sports facilities? ! What is the current and future likely market demand for local, regional and tournament-based sports at a new complex in Collier County? ! What is the likelihood of attracting/securing tournaments in Collier County? What trends may impact opportunities? ! Where are comparable facilities and what do they offer? ! Is sports tourism being accommodated by the “hospitality package”? Collier County has a mix of community and regional parks that provide a range of athletic facilities and recreational amenities for resident and visitors. The Collier County Parks and Recreation Department manages the majority of athletic and recreation facilities and use at each park. In addition to park management, the Parks Department also programs several parks with activities, leagues, camps, educational classes and other recreation opportunities. While the Parks Department focuses on local programs, the Florida’s Paradise Coast Convention and Visitors Bureau (CVB) pursues and secures events that attract non- local visitors to Collier County. The core objectives of the CVB are to increase the number of new events, the number of total visitors, economic impact and hotel room nights added as a result of the events secured or retained in Collier County. . By securing high-profile events, the CVB is attracting events that will rent and generate revenue for the facility, while driving room nights and economic impact in the community. The Collier County Sports Market & Needs Assessment Study Chapter 1 - Page 3 objectives between Parks and Recreation and CVBs are fundamentally different, however, the two must work and create synergies in order to provide quality facilities for residents that, in turn, create a destination appeal for event owners and visitors. Event owners interested in securing facilities for an event in Collier County more than a year in advance must work with the CVB to secure facilities. Once there is an agreement in place, the event owner then must sign a facility rental agreement with the Parks Department. A critical element that the community will need to decide is the balance between local recreational use and event-based use that attracts non-local visitors. This balance will impact the short- and long-term strategies for both the Parks Department and CVB. Facilities with the goal to minimize operating deficits or possibly breakeven will give revenue-generating events like tournaments scheduling priority on the weekends and open weekdays to local and non-event activities. This allows Parks and Recreation programs to occur four to five days during the week and any open weekends. Tournament priority on weekends allows CVBs to pursue multi-day events that can attract thousands of visitors to the community, which will generate economic impact on- and offsite of the sports venue. Currently, more than 65 percent of facility demand is generated by local use, while tournament and event demand is generating approximately 35 percent. The majority of rental revenue is generated from local user groups. It has been observed that communities are either modifying or improving their facilities, building new complexes, or falling further behind by taking no action. New facilities must be developed with tournaments in mind. Similar to other communities across the country, in order for the County to develop it’s reputation as a youth sport tourism destination, investment into current and future sports and recreation projects will need to occur. The County will need to enhance its facilities package by improving existing parks or develop new facilities to better accommodate exiting events and attract events that are currently not considering Collier County. Event organizers of larger events have specific requirements field and amenity requirements. By the conclusion of HSP’s comprehensive analysis, the County will know its position within the competitive sports environment on a local, state, regional and national level. The assessment of current park utilization and tournament facilities will establish a baseline when aligning local use and tournament use expectations and goals. This will impact the facility strategy of either carrying out new construction, renovations and/or expansions of County facilities. Collier County Sports Market & Needs Assessment Study Chapter 1 - Page 4 Collier County Parks Use The following table shows the County’s inventory of parks with quantity of facilities. Table 1-1 Collier County - Park Inventory Park/Facility Name Agency Total Acreage Park Class Baseball Field Little League Field Multi-use Field Soccer/ Football/ Lacrosse Softball Field Basketball Court Bocce Ball Shuffleboard Court Racquetball Court Tennis Court Airport Park County 19.0 C -------------------- Cambier Park Tennis Courts Naples 12.8 C --------1 1 --7 --12 Collier County Racquet Center (Marco Island)Marco Island 3.0 C ----------------2 8 Community Park (Everglades City)Everglades City 0.9 C -------------------- Corkscrew Elementary/Middle School Board 16.9 C 1 ----1 1 2 ----2 4 Eagle Lakes Community Park County 32.0 C 1 ----2 1 1 ------2 East Naples Community Park County 47.0 C ------2 1 4 --6 4 8 Eden Park Elementary School Board 2.8 C ----1 -------------- Fleischmann Park Naples 25.3 C --2 --2 1 2 ----4 -- Freedom Park County 25.2 R -------------------- Golden Gate Community Center County 21.0 C ----1 ----1 -------- Golden Gate Community Park County 35.0 C 1 1 --1 2 2 --6 4 4 Gordon River Greenway County 79.0 R -------------------- Gulfcoast Park County 5.0 C --2 ---------------- Immokalee Community Park County 23.0 C 1 ------2 3 ----2 2 Immokalee High School School Board 1.0 C ------------------2 Immokalee Sports Complex County 14.0 C ------3 --1 -------- Mackle Park Marco Island 30.0 C ------1 --2 --6 ---- Mar-Good Harbor Park County 2.5 R -------------------- Max A. Hasse Community Park County 20.0 C --------2 1 ------2 McLeod Park Everglades City 1.0 C ----------1 ------2 Naples Park Elementary School Board 5.0 C --1 --------------2 Naples Preserve Naples 9.8 R -------------------- North Collier Regional Park County 207.7 R ------8 5 1 -------- Osceola Elementary School School Board 3.2 C --2 ---------------- Palmetto Elementary School Board 2.0 C ----1 -------------- Pelican Bay Community Park County 15.0 C ----------1 3 --4 8 Pulling Park Naples 12.2 R -------------------- Randall Curve County 47.0 C -------------------- River Park Naples 1.6 C ----------1 -------- Sabal Palm Elementary School Board 9.5 C ------2 2 2 -------- Sugden Regional Park County 120.0 R ----1 -------------- Tony Rosbough Community Park County 7.0 C --2 ---------------- Various Beach Access Points Naples 0.5 R -------------------- Veterans Community Park County 43.6 C 1 ----1 3 2 4 --4 4 Veterans Memorial Elementary School Board 4.0 C ----1 -------------- Vineyards Community Park County 35.5 C ------4 2 2 --6 4 4 Total Community Parks - ( C ) 483.1 29 5 10 4 19 18 29 7 31 30 64 Total Regional Parks - ( R )456.9 8 0 0 1 8 5 1 0 0 0 0 Total All Parks 940.0 37 5 10 5 27 23 30 7 31 30 64 Source: Collier County Parks and Recreation Master Plan Athletic Fields (AUIR Facilities)Hard Courts (AUIR Facilities) As shown in the table, the County currently has a total of 37 parks between community and regional parks, totaling approximately 940 total acres. Collier County has 19 parks that total nearly 800 acres. Of the County parks, there are 364 acres between 14 community parks and 434 acres between five regional parks. Naples is the only other municipality with regional parks. Multipurpose fields comprise the most outdoor facilities, while all hard court sports have more than 30 facilities except for bocce ball. Collier County Sports Market & Needs Assessment Study Chapter 1 - Page 5 The following table shows the CVB’s utilization hours of Collier County parks from 2009 to 2015. Table 1-2 Collier County - Field Utilization Hours Park 2009 2010 2011 2012 2013 2014 2015 Average Vineyards CP 2,164 4,945 6,828 3,317 12,828 11,462 15,196 8,106 Veterans CP 6,344 5,691 5,677 7,055 6,529 5,670 5,820 6,112 North Collier RP (Soccer)4,673 5,836 7,208 5,027 6,552 6,035 5,686 5,859 Golden Gate CP 4,076 2,496 4,660 3,282 4,095 5,464 5,376 4,207 North Collier RP (Softball)4,227 3,900 3,390 4,287 3,426 4,613 4,050 3,985 Corkscrew Elem/Mid School 1,805 2,210 2,334 2,753 5,252 3,563 5,127 3,292 Sabal Palm Elementary School 1,678 2,665 1,830 1,462 3,604 5,247 6,376 3,266 Eagle Lakes CP 1,641 2,469 2,283 3,317 3,870 3,825 3,018 2,917 Immokalee Sports Complex 3,562 3,754 4,019 1,973 2,683 1,923 1,330 2,749 Immokalee CP 3,537 3,323 2,692 2,751 1,085 1,607 1,342 2,334 Osceola Elementary School 2,932 2,836 2,760 2,705 1,697 1,572 1,221 2,246 East Naples CP 1,385 1,972 1,812 1,429 2,334 2,916 2,249 2,014 Tony Rosbough 1,712 3,129 2,570 935 1,197 1,312 1,462 1,760 Cindy Mysels CP 1,076 1,318 1,262 1,468 2,088 2,148 1,657 1,574 Veterans Memorial ------1,755 1,005 1,423 1,030 1,303 Max Hasse CP 1,543 1,395 1,349 1,250 1,724 552 638 1,207 Naples Park Field 727 1,219 1,238 1,226 1,085 1,274 611 1,054 Palmetto Elementary School 216 946 703 344 912 1,104 1,185 773 Eden Elementary School 360 1,182 905 412 593 606 270 618 Total 43,655 51,285 53,520 46,746 62,558 62,314 63,644 Source: Naples, Marco Island, Everglades CVB The utilization of the 18 parks has increased by approximately 20,000 hours between 2009 and 2015. Over the past three years, Vineyards Community Park has been the most utilized park with more than 15,000 hours in 2015. In addition to Vineyards Community Park, Veterans Community Park, North Collier Regional Park and Golden Gate Community Park are the most programmed in the County. These same parks account for a greater portion of the total hours each year. In 2010 these parks accounted for 45 percent of total utilization, while in 2015 they account for 57 percent. Over time, it will be more difficult to maintain the fields as more demand is accommodated and less rest periods occur to allow the field turf to recover. Other parks and complexes will need to accommodate the growing demand in order to maintain the existing quality standards at the parks. For community and regional parks, the events are key in understanding the usage and capacities of each park. Overall, Collier County has a mix of local, regional, state and national events programmed throughout the 37 parks in the county. Collier County Sports Market & Needs Assessment Study Chapter 1 - Page 6 The following figure shows the total number of events per year from 2012 to 2016. Figure 1-1 23 30 71 50 57 0 10 20 30 40 50 60 70 80 2012 2013 2014 2015 2016 Collier County - Events Source: Naples, Marco Island, Everglades CVB In 2014, a peak of 71 events were held throughout Collier County parks, followed by 50 in 2015 and 57 in 2016. As more events are secured by the CVB, greater demand and impact will occur on County parks. Collier County Sports Market & Needs Assessment Study Chapter 1 - Page 7 The following table shows the events by sport from 2012 to 2016 in Collier County. Table 1-3 Collier County - Historical Event Overview Collier County - Historical Event Day Overview Sport 2012 2013 2014 2015 2016 Average Soccer 8 8 15 14 3 10 Field Hockey --------8 8 Softball 4 8 13 5 3 7 Baseball 5 3 4 5 15 6 Basketball --1 4 4 11 5 Football 1 --7 5 --4 Golf 1 --4 5 5 4 Beach Volleyball ----3 ----3 Triathlon/Running 1 1 11 1 1 3 Volleyball --3 ------3 Lacrosse 2 1 3 4 4 3 Pickleball --2 2 2 4 3 BMX 1 --1 ----1 Body Building /Rugby ------1 --1 Crossfit ----1 ----1 Karate --1 1 ----1 Martial Arts ----1 ----1 Shooting ------1 --1 Stand Up Paddling --1 ------1 Surfing ----1 ----1 Tennis ------1 --1 Track and Field ------1 --1 Various --------1 1 Water Polo --1 ------1 Watercross ------1 1 1 Wrestling --------1 1 Total 23 30 71 50 57 Source: Naples, Marco Island, Everglades CVB As the table shows, soccer tends to program the most events on an annual basis. The event types with the most events in Collier County, on average, are outdoor sports, which include soccer, field hockey, softball and baseball. Basketball generates the most indoor events. Collier County Sports Market & Needs Assessment Study Chapter 1 - Page 8 The following figure shows the total amount of event days per year in Collier County. Figure 1-2 54 91 175 147 197 0 20 40 60 80 100 120 140 160 180 200 2012 2013 2014 2015 2016 Collier County - Event Days Source: Naples, Marco Island, Everglades CVB In 2016, there were 197 event days in Collier County. Despite the fewer number of events, the average length of events is nearly 3.5 in 2016. The average length of events has increased from 2.5 days in 2014 to just less than three days in 2015. The increase in event length is a promising trend for spending in Collier County and the potential for hotel room night generation. Collier County Sports Market & Needs Assessment Study Chapter 1 - Page 9 The following table shows the total event days summarized by sport annually. Table 1-4 Collier County - Historical Event Day Overview Collier County - Historical Room Night Overview Sport 2012 2013 2014 2015 2016 Average Field Hockey --------31 31 Soccer 18 25 32 31 9 23 Football 3 --35 27 --22 Basketball --3 11 12 49 19 Golf 2 --22 23 26 18 Baseball 12 11 11 16 35 17 Softball 9 21 28 15 7 16 Pickleball --8 6 6 16 9 Volleyball --7 ------7 Lacrosse 5 3 6 11 9 7 Watercross ------1 9 5 Triathlon/Running 2 3 13 1 2 4 Water Polo --4 ------4 Beach Volleyball ----3 ----3 BMX 3 --3 ----3 Stand Up Paddling --3 ------3 Crossfit ----2 ----2 Karate --3 1 ----2 Various --------2 2 Wrestling --------2 2 Body Building /Rugby ------1 --1 Martial Arts ----1 ----1 Shooting ------1 --1 Surfing ----1 ----1 Tennis ------1 --1 Track and Field ------1 --1 Total 54 91 175 147 197 Source: Naples, Marco Island, Everglades CVB In 2015, the number of event days decreased by 28 days. However, 2016 the number of event days is expected to nearly reach 200. Historically, football, golf, watercross and water polo events have an average event length of more than four days. The more traditional sports of soccer, baseball and softball that are regularly held in Collier County average between 2.5 and 3.0 days in length. These figures are consistent with holiday weekend events that are common for sports events. Collier County Sports Market & Needs Assessment Study Chapter 1 - Page 10 The following figure shows the amount of visitors per year from 2012 to 2015 in Collier County. Figure 1-3 19,420 20,770 56,311 46,198 0 10,000 20,000 30,000 40,000 50,000 60,000 2012 2013 2014 2015 Collier County - Visitors Source: Naples, Marco Island, Everglades CVB As the figure shows, 2014 had the highest amount of visitors with more than 56,000, followed by 2015 with more than 46,000 visitors. A decrease in soccer, softball and running events attributed to the decrease in overall visitation. The following figure shows the amount of room nights generated each year between 2012 through 2015. Figure 1-4 9,502 6,373 25,661 28,498 0 3,000 6,000 9,000 12,000 15,000 18,000 21,000 24,000 27,000 30,000 2012 2013 2014 2015 Collier County - Room Nights Generated Source: Naples, Marco Island, Everglades CVB Collier County Sports Market & Needs Assessment Study Chapter 1 - Page 11 In 2014, more than 25,500 room nights were generated from sports tourism. Despite a decrease in number of events and visitation, the number of room nights increased to nearly 28,500 in 2015. The increase in room nights was primarily a result of additional rooms generated from soccer, softball, baseball and pickleball events. The following table shows an overview of the event data by park in 2015. Table 1-5 Collier County - 2015 Event Overview by Park Event Location Events Event Days Total Visitors Total Room Nights North Collier RP 27 78 27,578 9,993 Multiple Locations*5 17 6,448 2,610 Tiburon Golf Club 4 14 4,328 8,875 Golden Gate CP 3 10 1,389 825 East Naples CP 2 6 1,075 1,000 Twin Eagles Golf Club 2 10 2,280 2,575 Fleischmann Park 1 2 900 270 Cindy Mysels Community Park (Gulf Coast)1 1 75 50 Naples Grande Beach Resort 1 4 165 200 Naples High School 1 6 2,125 2,250 St. John Neumann High School 1 3 750 500 Sugden Park 1 8 275 1,100 Vanderbilt Beach 1 3 1,800 1,100 Total 50 162 49,188 31,348 *Events at multiple locations Source: Naples, Marco Island, Everglades CVB As shown, North Collier Regional Park is the primary and only true tournament facility in Collier County. In 2015, the NCRP hosted 27 events and more than 27,500 visitors. No other facility held more than five events. There were five events that used multiple parks. This clearly shows event organizers only view NCRP as a destination for tournaments and larger events. With only one tournament facility, the other parks are primarily used for local use and overflow facilities for events at NCRP or Lee County events. Collier County Sports Market & Needs Assessment Study Chapter 1 - Page 12 The following table shows the new events to Collier County in 2016. Table 1-6 Collier County - 2016 New Events Event Sport Location Event Days Perfect Game 11U/12U BCS Finals Baseball NCRP/Ft.Myers 7 Perfect Game 9U-12U Labor Day Classic Baseball NCRP 4 Perfect Game 9U-12U Easter Classic Baseball NCRP/Ft. Myers 3 Perfect Game 11U/12U/14U Super 25 FL State Regional Baseball NCRP/Ft. Myers 3 Perfect Game 9U/10U/13U FL State Championship Baseball NCRP/Ft. Myers 3 Perfect Game 11U/12U/14U FL State Championship Baseball NCRP 3 Perfect Game 9U-12U Florida Fall Classic Baseball NCRP 3 NFHCA Top Recruit Winter Blast Field Hockey NCRP & Veteran's 3 Basketball Hall of Fame Naples Golf Classic Golf Tiburon Golf Club 2 Laxpalooza Lacrosse Tournament Lacrosse NCRP 3 US OPEN Pickleball Championships Pickleball East Naples 6 Southern Tropics- Naples Pickleball Tournament Pickleball East Naples 3 InfoSport Soccer Combine Soccer NCRP 5 Sports Recruiting USA College Soccer Showcase Soccer NCRP 2 Girls Soccer Individual Showcase Soccer NCRP 2 Boys Soccer Individual Showcase Soccer NCRP 2 Elite Tournaments Tournament Soccer NCRP 2 Gene Cusic Collegiate Softball Softball NCRP 22 ASA Men's D Southern National Championship Softball NCRP 5 ASA Softball Tournament Softball NCRP 3 ASA Tournament Softball NCRP 2 Mark Rosenbalm Softball Tournament Softball NCRP Softball 2 ASA Softball Tournament Softball NCRP 2 ASA Lee County Event Softball NCRP 2 ASA Tournament Softball NCRP 2 ASA Softball Tournament Softball NCRP 2 Wounded Warrior Amputee Softball Game Softball NCRP 1 Chase Life Invitational Wrestling PRHS 2 Total 101 Source: Naples, Marco Island, Everglades CVB In addition to the recurring annual events, 28 new events have been secured in Collier County for 2016. Of the 28 events, 24 will be hosted or co-hosted at North Collier Regional Park. As shown, there are events that are held in multiple locations such as NCRP and Fort Myers (Lee County). Collier County Sports Market & Needs Assessment Study Chapter 1 - Page 13 The following table shows the Lee County events that are using Collier County facilities as overflow sites. Table 1-7 2016 Lee County Overflow Events Event Sport Location Event Days Perfect Game 11U/12U BCS Finals Baseball NCRP/Ft. Myers 7 Perfect Game "The Series"Baseball NCRP 5 Perfect Game 9U-12U Labor Day Classic Baseball NCRP 4 Perfect Game 9U-12U Easter Classic Baseball NCRP/Ft. Myers 3 Perfect Game 11U/12U/14U Super 25 FL State Regional Baseball NCRP/Ft. Myers 3 Perfect Game 9U/10U/13U FL State Championship Baseball NCRP/Ft. Myers 3 Perfect Game 11U/12U/14U FL State Championship Baseball NCRP 3 Perfect Game 9U-12U Florida Fall Classic Baseball NCRP 3 Gene Cusic Collegiate Softball Softball NCRP 22 ASA Men's D Southern National Championship Softball NCRP 5 ASA Lee County Event Sotball NCRP 2 Total 60 Source: Naples, Marco Island, Everglades CVB Lee County regularly uses Collier County facilities to accommodate event demand and has become a major demand generator. In 2016, Lee County will use NCRP for 11 events over 60 event days. The largest event is the 22-day Gene Cusic Collegiate Softball event that attracts more than 100 teams and will use three facilities in Fort Myers and NCRP in Collier County. Lee County has established itself as a destination for baseball and softball by leveraging the two spring training facilities for the Boston Red Sox and Minnesota Twins. As a result, the events that spill over into Collier County are primarily baseball (73 percent) and softball (37 percent). The partnership and cooperation between the two counties helps the region keep growing events from leaving as well as capture events neither area could accommodate on their own. Continuing to co-promote and co- host events will help build the identity of Southwest Florida as a sports tourism destination. The will be important as other Florida destinations pursue and develop similar projects. Competitive Parks Overview The following table shows the facilities that are highly utilized or regularly host events that are attracting non- local participants and visitors. Table 1-8 Collier County - Competitive Park Overview Park/Facility Name Agency Total Acreage Baseball Field Little League Field Multipurpose Fields Softball Field Basketball Court Bocce Ball Shuffleboard Court Racquetball Court Tennis Court Pickleball North Collier Regional Park County 207.7 ----8 5 1 ---------- East Naples Community Park*County 47.0 ----2 1 4 --6 4 8 48 Veterans Community Park*County 43.6 1 --1 3 2 4 --4 4 8 Vineyards Community Park County 35.5 ----4 2 2 --6 4 4 -- Golden Gate Community Park*County 35.0 1 1 1 2 2 --6 4 4 4 Fleischmann Park Naples 25.3 --2 2 1 2 ----4 ---- Total- All Parks 394.1 2 3 18 14 13 4 18 20 20 60 *Pickleball Courts Underdevelopment Source: Naples, Marco Island, Everglades CVB Collier County Sports Market & Needs Assessment Study Chapter 1 - Page 14 North Collier Regional Park At approximately 207-acres, North Collier Regional Park (NCRP) is the largest park in Collier County. Owned and operated by the County, North Collier Regional Park is located just southwest of the Immokalee Road exit on Highway-75, off of Livingston Road in Naples, Florida. The park opened in 2006. The park includes the following ! Eight tournament multipurpose fields ! Five tournament softball fields ! Sun-N-Fun Lagoon Water Park ! RecPlex Fitness Complex that includes one basketball court ! Calusa fossil dig play area for children ! Interactive playground ! Exhibit hall North Collier Regional Park is currently the most utilized park for larger regional, state and national tournaments for both soccer and softball. NCRP uses are limited to games and tournaments. Practices are not permitted on NCRP fields in order to minimize overuse and wear-and-tear on the fields. The existing wetland at North Regional Park has been proposed as a potential site for additional sports or park-related development. Any development on the existing wetland will require wetland mitigation. The following figure shows an aerial view of North Collier Regional Park. Figure 1-5 Collier County Sports Market & Needs Assessment Study Chapter 1 - Page 15 The following table shows the 2015 overview of North Collier Regional Park. Figure 1-6 North Collier Regional Park - 2015 Overview Sport Baseball Basketball Field Hockey Football Karate Lacrosse Martial Arts Soccer Softball Total Source: Naples, Marco Island, Everglades CVB North Collier Regional Park - 2015 Overview Events Event Days Visitors Visitors/Event 5 16 5,118 1,024 1 3 920 920 -------- 2 16 18 9 -------- 3 6 2,864 955 -------- 14 31 20,965 1,498 5 15 2,766 553 30 87 32,651 1,088 Source: Naples, Marco Island, Everglades CVB North Collier Regional Park - 2015 Overview Room Nights Room Nights/Event Room Nights/ Event Days 2,190 438 137 100 100 33 ------ 89 45 6 ------ 1,100 367 183 ------ 5,279 377 170 3,185 637 212 11,943 398 137 In 2015, as expected, soccer, baseball and softball accounted for the most events. However, NCRP hosted 14 soccer events, which accounted for nearly half the total events. The soccer events were held throughout the entire year. The Kelme Cup holds boys, girls and certain age brackets on four separate weekends. Between all weekends, the Kelme Cup is the largest event held at NCRP accommodating approximately 8,500 visitors and generating 1,725 rooms. Softball events generate the most room nights per event day at 212. Also, it is common to see softball events attract more visitors and generate more room nights than baseball events. Families tend to bring more family members to youth girls events than youth boys events. The Senior Softball-USA Winter National Championships generated the most room nights of any event at NCRP with approximately 2,400 rooms over the six-day event. Collier County Sports Market & Needs Assessment Study Chapter 1 - Page 16 The following table shows the North Collier Regional Park multipurpose field events for 2016. Table 1-9 2016 NCRP Multipurpose Field Events Event Event Days InfoSport Soccer Combine*5 Kelme Cup Boys/Girl 6V6 8V8 2 Kelme Cup Boys/Girl U13/14 2 Kelme Cup Boys & Girls Senior Weekend 2 Naples Spring Shootout Soccer Tournament 2 Sports Recruiting USA College Soccer Showcase*2 Florida Fire Adidas Spring Classic 2 Girls Soccer Individual Showcase*2 Sweetbay Memorial Cup 3 Boys Soccer Individual Showcase*2 Naples Cup 3 Florida Fire Fall Classic 2 Bazooka Soccer Tournament 2 Elite Tournaments Tournament*2 The Gulf Coast Cup 2 Total 35 Average 2.3 *New Event Source: Naples, Marco Island, Everglades CVB In 2016, there are 35 event days programmed for the NCRP multipurpose fields, with an average of 2.3 event days per event. At five event days, the InfoSport Soccer Combine has longest event, followed by the Sweetbay Memorial Cup and Naples Cup both three-day events. The other 12 events all are two-day events. Event owners are using NCRP as a host site, but are programming separate boys and girls weekends. Holding genders or age groups on different weekends has its pros and cons, but can be costly for event organizers to run two separate events when one event could be held at a venue with more fields. As more and larger facilities are developed, event organizers preferences are trending more towards single site venues that can accommodate their entire event on one weekend. Collier County Sports Market & Needs Assessment Study Chapter 1 - Page 17 The following table shows the 2016 events for NCRP diamond fields. Table 1-10 2016 NCRP Diamond Field Events Event Event Days Wounded Warrior Amputee Softball Game*1 ASA Softball Tournament*3 Gene Cusic Collegiate Softball*22 20th Annual Bill Longshore Memorial Tournament 2 ASA Tournament*2 Mark Rosenbalm Softball Tournament*2 ASA Softball Tournament*2 USSSA State A&B Fastpitch 3 ASA Men's D Southern National Championship*5 ASA Lee County Event*2 ASA Tournament*2 Winter Nationals SSUSA Softball 5 ASA Softball Tournament*2 Total 53 Average 4 *New Event Source: Naples, Marco Island, Everglades CVB As shown in the table, there are 13 events scheduled in 2016 for the NCRP diamond fields. The Gene Cusic Collegiate Softball event is a 22-day event and is new event to NCRP, which is co-hosted with Lee County. ASA, a governing body for softball in the United States, has scheduled seven new events at NCRP in 2016. The ASA events range from the two-day events to five-day events. In all, the diamonds are expected to be programmed for approximately 53 days in 2016. As larger tournaments are added to the NCRP schedule, the utilization rates for the fields and diamonds will continue to increase, which will cause issues with maintaining and keeping fields at tournament quality. In order to continue attracting larger tournaments to the area, additional tournament quality facilities will need to be added to compliment and continue growing the success at NCRP. East Naples Community Park East Naples Community Park is a 47-acre park with two multipurpose fields, one softball field, four basketball courts, six shuffleboard courts, four racquetball courts and eight tennis courts. Located just south of Avalon Elementary School on Thomasson Drive in Naples, Florida. East Naples Community Park is owned and operated by Collier County. The County recently completed a conversion of a skate park and resurfacing the eight tennis courts to 23 pickleball courts. The conversion and resurfacing occurred to accommodate the Collier County Sports Market & Needs Assessment Study Chapter 1 - Page 18 growing pickleball demand as well as the 2016 US Open Pickleball Championships and will give the park a total of 48 pickleball courts. The following figure shows the pickleball courts at East Naples Community Park. Figure 1-7 The following table shows the event overview for East Naples Community Park. Table 1-11 East Naples Community Park - Events Overview Event Year Sport Event Days Visitors Room Nights Room Nights/ Event Day Atlantic South Regional Tournament 2014 Pickleball 3 500 200 67 East Naples Skill Level Tournament 2014 Pickleball 3 500 200 67 Atlantic South Regional Pickleball Tournament 2015 Pickleball 3 625 750 250 East Naples Skill Level Tournament 2015 Pickleball 3 450 250 83 Southern Tropics- Naples Pickleball Tournament 2016 Pickleball 3 ------ US OPEN Pickleball Championships 2016 Pickleball 6 ------ Average 4 519 350 100 Source: Naples, Marco Island, Everglades CVB The active and growing pickleball contingency in Collier County has had success hosting pickleball tournaments at East Naples Community Park. As a result, Collier County secured the 2016 US Open Pickleball Championships. In 2014 and 2015, the park averaged more than 450 visitors per event and generated more than 200 room nights. The US Open Pickleball Championship attracted more than 800 participants and thousands of spectators over the six-day event. Collier County Sports Market & Needs Assessment Study Chapter 1 - Page 19 Veterans Community Park Veterans Community Park is a 47-acre community park that includes one baseball field, one multipurpose field, three softball fields, two basketball courts, four bocce ball courts, four racquetball courts and four tennis courts. Currently, the County is developing eight pickleball courts at Veterans Community Park in response to the growth and demand for the sport. Owned and operated by Collier County, Veterans Community Park is located south of the NCH North Naples Hospital on Immokalee Road and east of Goodlette-Frank Road on Veterans Park Drive. The following figure shows an aerial view of Veterans Community Park. Figure 1-8 The following table shows the event overview for Veteran’s Community Park. Table 1-12 Veterans Community Park - Event Overview Event Year Sport Event Days Visitors Room Nights Room Nights/ Event Days USSSA Fall Classic*2014 Softball 3 1,250 600 200 USSSA Super NIT Naples AA/AAA Baseball*2015 Softball 3 1,223 600 200 USSSA All-Star Baseball*2015 Softball 3 1,350 350 117 NFHCA Top Recruit Winter Blast*2016 Field Hockey 3 ------ Average 3 1,274 517 172 *Held at multiple locations Source: Naples, Marco Island, Everglades CVB Collier County Sports Market & Needs Assessment Study Chapter 1 - Page 20 All events held at Veterans Community Park are multi-site events. In conjunction with the other parks, the events average more than 1,200 visitors per event and averaged 517 room nights. With only one or two events per year, the majority of the parks utilization is generated from local league play and activities. In 2014, 92 percent of the 6,190 available hours were utilized. Veterans Community Park is home to the Cal Ripken and Babe Ruth leagues in Naples. The utilization of Veterans Community Park is derived from these leagues and associated activities. Vineyards Community Park Vineyards Community Park is a 35-acre community park that is owned and operated by Collier County. Located south of North Collier Regional Park and east of the Vanderbilt Beach Road exit on Highway-75 on Arbor Boulevard West in Naples, Florida. The park consists of four multipurpose fields, two softball fields, two basketball courts, six shuffleboard courts, four racquetball courts and four tennis courts. The following figure shows an aerial view of Vineyards Community Park. Figure 1-9 The following table shows the event overview for Vineyards Community Park. Collier County Sports Market & Needs Assessment Study Chapter 1 - Page 21 Table 1-13 Vineyards Community Park- Event Overview Event Year Sport Event Days Visitors Room Nights Room Nights/ Event Days Optimist Soccer Tournament 2014 Soccer 1 ------ Naples Cup*2015 Soccer 3 2,500 1,000 333 Naples Cup*2016 Soccer 3 ------ Average 2 2,500 1,000 333 *Held at multiple locations Source: Naples, Marco Island, Everglades CVB Vineyards Community Park is less than three miles from NCRP, which provides the opportunity for the park to be an overflow park for larger tournaments programmed at NCRP. In 2014, the Optimist Soccer Tournament had programmed a one-day event at the park that ultimately was cancelled. Vineyards Community Park was one of two venues used to host the Naples Cup that collectively had 2,500 visitors and generated 1,000 room nights in 2015. The Vineyards Community Park has had the highest utilization rate for all parks in 2014 and 2015. In 2014, the utilization rate was nearly four times the allocated hours and three times the allocated hours in 2015. With the park only co-hosting one large tournament per year, the majority of utilization is from local organizations, Parks and Recreation programs and the Optimist Soccer League. Golden Gate Community Park Golden Gate Park is a 35-acre park that is owned and operated by Collier County. The park features one baseball field, one little league field, one multipurpose field, two softball fields, two basketball courts, six shuffleboard courts, four racquetball courts and four tennis courts. With the growth and demand for pickleball in the area, Collier County is currently resurfacing the tennis courts to pickleball courts. Collier County Sports Market & Needs Assessment Study Chapter 1 - Page 22 The following figure shows an aerial view of the Golden Gate Community Park. Figure 1-10 The following table shows the event overview for Golden Gate Community Park. Table 1-14 Golden Gate Community Park - Event Overview Event Year Sport Event Days Visitors Room Nights Room Nights/ Event Days USSSA Fall Classic*2014 Baseball 3 1,250 600 200 SSA Florida Cup 5&6 (Wheels-Golden Gate)2014 BMX 2 1,000 700 350 USSSA Super NIT Naples AA/AAA Baseball*2015 Baseball 3 1,223 600 200 Average 3 1,158 633 238 *Held at multiple locations Source: Naples, Marco Island, Everglades CVB As shown in the table, the Wheels BMX Skate Park had a two-day event in 2014. The BMX event had 1,000 visitors and generated 700 room nights. Similar to other community parks in Collier County, Golden Gate Community Park co-hosted three-day baseball events in 2014 and 2015. The two baseball events attracted more than 1,200 visitors and generated more than 600 room nights. In addition to the Collier County Parks Collier County Sports Market & Needs Assessment Study Chapter 1 - Page 23 and Recreation’s programmed events and activities, the park is the home field for the Golden Gate National Little League and the Golden Gate Softball League. Fleischmann Park Fleischmann Park is a 25.26-acre park that includes two little league fields, two multipurpose fields, one softball field, two basketball courts and four racquetball courts. Owned and operated by the City of Naples, Fleischmann Park is located just west of the Naples Zoo at Caribbean Gardens at the corner of Fleischmann Boulevard and Goodlette-Frank road. The following figure is an aerial view of Fleischmann Park. Figure 1-11 The following table shows the event overview Fleischmann Park. Table 1-15 Fleischmann Park - Event Overview Event Year Sport Event Days Visitors Room Nights Room Nights/ Event Days FBU National Championship First Round 2015 Football 2 900 270 135 FBU National Championship First Round 2016 Football 2 ------ Average 2 900 270 135 Source: Naples, Marco Island, Everglades CVB As shown, the FBU National Championship First Round is the primary event held at Fleischmann Park. In 2015, the event had 900 visitors and generated 270 room nights during the two-day event. In addition to the FBU National Championship First Round, Fleischmann Park events include event programming from the following leagues: Collier County Sports Market & Needs Assessment Study Chapter 1 - Page 24 ! Greater Naples Little League ! The City of Naples Flag Football League ! Southwest Florida Youth Football and Cheer League ! Naples Lacrosse Club The local programming from these leagues generates all the demand at the park. Programming from these leagues cover all ages for both boys and girls and are programmed throughout the year. Big Corkscrew Island Regional Park Big Corkscrew Island Regional Park is a proposed project by the Collier County Parks and Recreation Department. This $9 million project is currently in the design and development stage. This approximately 59- acre proposed project includes four baseball/softball fields, eight soccer fields, two basketball courts, four tennis courts, pickleball courts, an aquatic facility and indoor athletic complex. In addition, the proposed project includes a community center, passive park trails and exercise course, playground, splash pad and two entertainment stages. Located just east of the Collier County Fair and Exposition Fairgrounds, Big Corkscrew Island Regional Park will be just north of Palmetto Ridge High School. The Big Corkscrew Island Regional Park is expected to be a hub of sports, recreation and leisure activities in northwest Collier County. The following figure is the master plan for the Big Corkscrew Regional Park. Figure 1-12 Collier County Sports Market & Needs Assessment Study Chapter 1 - Page 25 Implications North Collier Regional Park is the primary sports and recreation facility in Collier County. The remaining facilities in the County primarily consist of community parks, which are intended to meet local recreation and social needs rather than large tournaments. The average community park is approximately 17 acres. Demonstrated by the parks in Collier County, NCRP is hosting the majority of tournaments while the community parks are accommodating overflow needs or specific events. NCRP is a large-scale, regionally based park that consolidates programmed adult and youth athletic facilities that is capable of accommodating tournament events as well as local uses and programs. NCRP was developed to accommodate the larger metropolitan area to accommodate events at a stand-alone complex. Regional parks and sports complexes similar to NCRP are intended to be heavily programmed with athletic facilities to maximize land uses and operational efficiencies. With ever-changing recreational trends, greater emphasis is being placed on designing complexes to be as flexible as possible without unduly compromising specific uses. Unfortunately for NCRP, events are outgrowing the facility and are required to use multiple parks throughout Collier County. Additionally, with the limited number of fields and diamonds at NCRP, Collier County is overlooked by event organizers resulting in local groups dominating field use. In addition, the decision whether or not to enhance the overall sports and recreation package of Collier County has significant implications for NCRP and the existing community parks. If Collier County desires to become more competitive in the sports tourism business, changes to North Collier Regional Park and new potential facilities will need to occur in order for Collier County to become more competitive in the region. Overall, HSP has completed market research to determine the optimal physical programming of these assets and the opportunity they will likely capture if investment is made. TABLE OF CONTENTS ----------- Executive Summary Chapter 1 Collier County Facilities Overview Chapter 2 Economic and Demographic Profile of Collier County Chapter 3 Local Sports Facility Supply and Demand Analysis Chapter 4 Regional Sports Facility Market Analysis Chapter 5 Tournament Opportunity Analysis Chapter 6 Hotel Market Overview Chapter 7 Recommendations Chapter 8 Sports Marketing Plan Chapter 9 Demand and Financial Projections Chapter 10 Economic, Fiscal and Employment Impact Analysis ! !! Collier County Sports Market & Needs Assessment Study Chapter 2 - Page 2 ECONOMIC & DEMOGRAPHIC ANALYSIS Local market area characteristics such as population, a diversified economy, education, access and tourist attractions influence the potential demand for hotels. This section profiles Collier County and the surrounding area, including an overview of the economic characteristics of the market and the area. Overview Collier County is located in southwest Florida. Collier County comprises the Naples-Immokalee-Marco Island, FL Metropolitan Statistical Area. The county seat is East Naples and the largest city is Naples. As of the 2010 census, the population was 321,520. The following figure shows a map of western Collier County. Figure 2-1 Collier County Sports Market & Needs Assessment Study Chapter 2 - Page 3 Airport Access There are five airports that service Collier County. Everglades Airpark is a public use airport located one mile southwest of the central business district of Everglades City. Immokalee Regional Airport is located in Immokalee. It is categorized as a general aviation facility. Marco Island Executive Airport is located in Naples and is publicly owned by Collier County. Naples Municipal Airport is located in Naples Florida and is owned by the City of Naples Airport Authority. The airport provides space for general aviation as well as mosquito control and EMS helicopters. The closest international airport to Naples, FL is Southwest Florida International Airport, which is a 30-mile drive and is located east of Fort Myers. It is a rather large and busy airport, serving approximately 14 million passengers annually, ranking it the fifth busiest in the state’s largest metro areas of Orlando, Miami, Fort Lauderdale, and Tampa-St. Petersburg. Most major US airlines as well as international carriers such as Air Canada and Air Berlin serve the airport. Highway Access Primary ground access to Naples is by car via Interstate 75 from the north and east. The most direct exit is exit 105, Golden Gate Parkway, which runs west to US 41 in the city of Naples. Naples is also directly on US 41, the Tamiami Trail that runs from Miami through Southwest Florida and north through Tampa and eventually through Atlanta. Located at the southern tip of Florida, highway access from the rest of North America is limited to a few key highways, however, this remote location on the Gulf’s beaches is precisely why the area is so popular with tourists. Most visitors fly, rather than drive. Population In general, the size of a local population base can help determine the potential demand for many types of developments. While local residents will generate a portion of demand, out-of-town visitors will be the driving force of new economic impact as a result of any development. The following table shows population changes in the United States, the State of Florida, Collier County, the MSA and the City of Naples. Table 2-1 Population and Growth Rates Population Percent Change 1990 2000 2010 2014 Estimate 2000-2010 United States 248,709,873 281,421,906 308,745,538 318,857,056 9.7% Florida 12,937,926 15,982,378 18,801,310 19,893,297 17.6% Naples-Immokalee-Marco Island MSA 152,099 251,377 321,520 348,777 27.9% Collier County 152,099 251,377 321,520 348,777 27.9% City of Naples 19,505 24,980 22,617 20,968 -9.5% City Pop. As % of Metro Area 12.8%9.9%7.0%6.0%-- Source: U.S. Census Bureau, Hunden Strategic Partners The U.S. population grew by 9.7 percent from 2000 to 2010 and the state of Florida experienced an increase of 17.6 percent from 2000 to 2010. During the same period, the City of Naples decreased 9.5 percent. Collier County and the City of Naples both experienced a 27.9 percent increase in population between 2000 and Collier County Sports Market & Needs Assessment Study Chapter 2 - Page 4 2010. The population growth in Collier County is occurring in the northeastern and southeastern areas of the county where large, new residential community developments are taking place. The following figure shows the existing population centers based on 2010 figures in the Collier County Parks and Recreation Maser Plan. Figure 2-2 The following figure shows the estimated population growth in Collier County between 2015 and 2020 illustrated in the Parks and Recreation Master Plan. Collier County Sports Market & Needs Assessment Study Chapter 2 - Page 5 Figure 2-3 As shown, the population growth is expected to primarily occur in the northeastern portion of Collier County around the Orangetree and Ave Maria communities. Diversified Economy A healthy and diversified economy provides not only employment and disposable income for a market’s residents, but it also helps to insulate an area from economic downturns. Markets that have historically relied on one sector have often had difficulty recovering from market shifts to other sectors, which leads to an overall loss of local income and employment. This situation will often lead to declining population trends, as has been the case in many industrial cities as residents move to other areas with better opportunities. Markets with diversified employment can often withstand economic downturns better than those reliant on one industry. Collier County Sports Market & Needs Assessment Study Chapter 2 - Page 6 The following figure shows the 2014 levels of employment by sector for Collier County. Table 2-2 Collier County Employment by Industry - 2014 Description Employees Percentage of Total Total employment 202,939 100% By industry Farm employment 3,329 1.6% Nonfarm employment 199,610 98.4% Private nonfarm employment 186,299 91.8% Retail trade 23,409 11.5% Real estate and rental and leasing 22,040 10.9% Health care and social assistance 19,897 9.8% Accommodation and food services 19,451 9.6% Construction 15,690 7.7% Other services, except public administration 14,909 7.3% Administrative and waste management services 13,651 6.7% Finance and insurance 12,843 6.3% Professional, scientific, and technical services 12,303 6.1% Arts, entertainment, and recreation 9,571 4.7% Wholesale trade 4,525 2.2% Manufacturing 4,017 2.0% Forestry, fishing, and related activities 3,028 1.5% Transportation and warehousing 3,005 1.5% Educational services 2,699 1.3% Information 2,072 1.0% Mining 1,936 1.0% Management of companies and enterprises 1,017 0.5% Utilities 236 0.1% Government and government enterprises 13,311 6.6% State and local 12,032 5.9% Local government 11,195 5.5% State government 837 0.4% Federal, civilian 628 0.3% Military 651 0.3% Source: Bureau of Economic Analysis, Hunden Strategic Partners As shown, employment in Collier County has several primary industries in the private and public sector. The leading industry in employment is retail trade with 11.5 percent followed by real estate and rental and leasing with 10.9 percent. These two industries account for more than 45,400 employees. The area is not dominated by one particular industry or sector, insulating it from severe shocks relative to other areas. Health care and social assistance is the third largest industry in the area, followed Accommodation and food services, employing 9.8 and 9.6 percent of the county’s labor force. Collier County Sports Market & Needs Assessment Study Chapter 2 - Page 7 Income and Housing The depth and strength of a market’s employment base and income levels is a strong indicator of its ability to support meeting and event facilities, hotels, sports facilities, convention centers and other facilities. Indicators of a market’s overall wealth and growth can include trends in its income and employment. The following table provides data on home ownership, income and retail sales, based on the latest data from the US Census Bureau. Table 2-3 Income, Spending and Other Demographic Data Category United States Florida Collier County Naples Homeownership rate, 2010-2014 64.4%66.1%72.9%80.4% Median value of owner-occupied housing units, 2010-2014 $175,700 $156,200 $258,400 $707,000 Persons per household, 2010-2014 2.63 2.62 2.61 1.98 Median household income, 2010-2014 $53,482 $46,956 $55,843 $78,614 Persons below poverty level, percent, 2010-2014 14.8%16.5%14.3%8.7% Total employment, 2013 118,266,253 7,134,644 108,607 -- Total employment, percent change, 2012-2013 2.0%2.9%2.0%-- Retail sales per capita, 2012 $13,443 $14,177 $15,956 $115,769 Source: US Census Bureau The home ownership rate is higher in Collier County than in Florida as a whole, and even higher in Naples. The homeownership rate in Naples is 16 percent higher than that of the country. The median value of owner- occupied homes is higher in Collier County than in Florida. The city of Naples has a median value of owner occupied homes of $707,000. The rather unbelievable figure of $115,769 in retail sales per capita is due to a large number of very-high-end retailers that sell high-dollar products in large volumes to the thousands of wealthy visitors and affluent retired snowbirds (that are by-and-large not part of the city’s population), divided by the town’s rather small population. These shoppers are generally visitors and many of them stay on Marco Island or in other resort areas outside of the Naples city limits. Typically, any normal of 20,000 people could not support such high levels of spending. Retail sales in Naples is more than $102,000 higher than the United States. Unemployment The following figure shows the unemployment rate in the state, the county, the MSA and the U.S. for 2000 through 2016. Collier County Sports Market & Needs Assessment Study Chapter 2 - Page 8 Figure 2-4 2.0 4.0 6.0 8.0 10.0 12.0 14.0 Jan-00 Jul-00 Jan-01 Jul-01 Jan-02 Jul-02 Jan-03 Jul-03 Jan-04 Jul-04 Jan-05 Jul-05 Jan-06 Jul-06 Jan-07 Jul-07 Jan-08 Jul-08 Jan-09 Jul-09 Jan-10 Jul-10 Jan-11 Jul-11 Jan-12 Jul-12 Jan-13 Jul-13 Jan-14 Jul-14 Jan-15 Jul-15 Jan-16 Source: Bureau of Labor Statistics Unemployment Rates US Unemployment Rate Collier County/MSA Florida Unemployment rates in the MSA have been higher than that of the state and the country since 2008 until 2012. During the recession, unemployment rates increased to a peak of 13.0 percent in August 2010. The unemployment rate of Collier County has seasonal ups and downs but has followed the national rate more closely. The current level is near 4.4 percent. Metro Area Employment Index High employment growth is indicative of a metropolitan area’s ability to purchase goods and services and possibly luxury items and leisure travel. A growing rate of population increase tends to mirror an employment increase. The following figure shows is a five-year monthly history of the annual rate of employment growth in the Naples-Immokalee-Marco Island MSA. Collier County Sports Market & Needs Assessment Study Chapter 2 - Page 9 Figure 2-5 In February of 2016, the Naples-Immokalee-Marco Island MSA hit a low of 1.2 percent employment growth, however in the two year period from June 2013 through June 2015 the area showed remarkable growth at an average of approximately five percent per month. The following figures show maps of the MSA in comparison with other metro areas in the region. Figure 2-6 Naples-Immokalee-Marco Island, FL Collier County Sports Market & Needs Assessment Study Chapter 2 - Page 10 Figure 2-7 Naples-Immokalee-Marco Island, FL Figure 2-8 Naples-Immokalee-Marco Island, FL In the case of the previous maps, Naples is the southwestern-most green dot identified by the red arrow. In 2012 and 2014, growth reached more than four percent and fiver percent, respectively, However, February of 2016 has shown a slow-down, especially compared to Fort Myers and other nearby cities. Whether this is the beginning of a trend or simply a minor slow period remains to be seen. Collier County Sports Market & Needs Assessment Study Chapter 2 - Page 11 Corporate Presence The following table shows the largest employers in Collier County by number of full-time employees. Table 2-4 Collier County Top Employers Company Industry Number of Employees Naples Community Hospital Hospital 4,000 Ritz-Carlton Naples Hotel 1,110 Garquilo Inc Produce 1,110 Arthrex Inc Manufacturing 1,056 Collier County Sheriff's Office Government 1,029 Home Team Inspection Services Real Estate Inspection 900 Publix Super Markets Grocery Stores 800 Marriott Hotel 700 Naples Grande Beach Resort Hotel 700 Downing Frye Realty Real Estate 550 Gulf Bay Group Real Estate 500 Moorings park-Home Health Home Health 500 Continental Transportation Services Transportation 500 Bentley Village Retirement Village 470 John R Wood Realtor Real Estate 400 US Post Office Government 380 Finnegan Team Real Estate 375 Naples Beach Hotel & Golf Club Hotel 350 Walmart Retail 325 Cemex Wholesaler 301 Home Depot Retail 300 Naples Country Club Country Club 300 Nordstrom Retail 300 Seminal Casino Immokalee Casino 300 Commercial Concrete System Concrete 290 Source: Collier County Department of Economic Development Naples Community Hospital is the largest employer in the county, employing 4,000 workers, followed by Ritz Carlton Naples and Garquilo Inc, which both employ 1,110 employees each. Higher Education The presence of colleges, universities and educational institutions can serve as a major demand base for lodging establishments. Collier County Sports Market & Needs Assessment Study Chapter 2 - Page 12 The following table shows colleges and universities in the Collier County area. Table 2-5 Higher Education - Collier County Institution Location Distance from OHP (miles) Highest Degree Offered Enrollment Ava Maria School of Law Naples, FL 7 Doctorate 269 Hodges University Naples, FL 7 Masters 1,892 Ava Maria University Ava Maria, FL 29 Doctorate 1,081 Florida Southwestern State College Fort Myers, FL 30 Bachelors 15,389 Florida Gulf Coast University Fort Myers, FL 32 Doctorate 14,473 Total Enrollment 33,104 Source: National Center for Education Statistics, HSP Within a 50-mile radius of Collier County, there are a total of three universities one college and one law school, accounting for 33,104 students. However, the two largest schools are fairly far away. The largest institution is Florida Southwestern State College, located almost 30 miles north in Ft. Meyers, with a total enrollment that surpasses 15,000 students. In addition to providing educational opportunities for area residents, these colleges and universities offer attractive employment opportunities that provide increased spending power in the market. Educational Attainment The level of education in a community is generally linked to income potential and hence, disposable income and long-term growth. Highly educated people have more choices in their decision to locate themselves and their families. The higher the education level, the stronger the labor market and the more disposable income that is available for spending on eating out and attending events. The following table shows the educational attainment in the area. Table 2-6 Collier County Educational Attainment Age 25+ Population United States Florida Collier County Did not complete high school 7.6%8.3%6.5% Completed high school 27.8%29.8%27.0% Some college 21.1%21.0%19.0% Associates Degree 8.1%8.9%7.5% Bachelors Degree 18.4%16.9%19.3% Graduate Degree 11.2%9.5%13.0% Source: US Census Bureau, Decision Date, Hunden Strategic Partners Collier County’s adult population is higher than the national and state average in Bachelors and graduate degree attainment. Collier County has a lower percentage of adults not completing high school or who only Collier County Sports Market & Needs Assessment Study Chapter 2 - Page 13 completed high school. The number with post-graduate degrees is also higher than the state or nation as a whole. Arts, Culture, Recreation, Entertainment and Tourism Tourist attractions provide visitors activities while in town and if compelling enough, induce visitation. The more tourist attractions, the better the community can lure meetings, events and tournaments. The most commonly viewed attractions of this area include the fine white sandy beaches of the Gulf of Mexico, and the shopping along Tamiami Trail. The following table shows Collier County’s major tourist attractions. Table 2-7 Collier County Attractions Attraction City Category Naples Botanical Gardens Naples Gardens Corkscrew Swamp Sanctuary Naples Nature and Wildlife Areas Naples Pier Naples Boardwalks Lowdermilk Beach Naples Beaches Delnor-Wiggins Pass State Park Naples State Parks The Revs Institute Naples Museum Naples Zoo at Caribbean Gardens Naples Zoo Clam Pass Park Naples Beaches Bird Gardens of Naples Naples Nature and Wildlife Areas The Holocaust Museum and Education Center of Southwest Florida Naples Museum Museum of the Everglades Everglades City Museum Gulf Coast Visitor Center Everglades City Visitor Center Keewaydin Island Marco Island Beaches Mackle Park Marco Island Parks South Marco Beach Marco Island Beaches Tigertail Beach Marco Island Beaches Marco Island Historical Museum Marco Island Museum Island Tennis Marco Island Sports Camps Camp Romano Marco Island Beaches Isles of Capri Marina Marco Island Marinas Source: TripAdvisor, Hunden Strategic Partners Naples Attractions The Naples Botanical Gardens is a garden in Naples, FL. It features year round events, concerts, festivals, and Botanic gardens. Eight Naples residents originally started it in 1993. The garden offers 2.5 miles of walking trails, a 90-acre preserve, a café, an auditorium, six gardens and a store. Collier County Sports Market & Needs Assessment Study Chapter 2 - Page 14 The Botanical Gardens include the Chabraja Visitor Center. The visitor center was added in 2014 and includes three feature gardens, Kapnick Hall, the Jane and Chuck Berger Shop in the Garden and Fogg Café. The Botanical Gardens feature a variety of different themed gardens including: ! Lea Asian Garden ! Kapnick Brazilian Garden ! Kapnick Caribbean Garden ! Smith Children’s Garden ! Scott Florida Garden ! Water Garden Naples Botanical Garden is also home to a 90-acre nature sanctuary. There have been nearly 300 species of native plants that have been catalogued. The Corkscrew Swamp Sanctuary is a National Audubon Society sanctuary located just north of Naples. It was established to protect one of the largest remaining stands of bald cypress and pond cypress in North America. The Sanctuary offers a boardwalk that provides walking access through pine flatwoods, wet prairie, pond cypress, bald cypress and marsh ecosystems. Naples Pier is a historic pier located on the Gulf of Mexico in Naples, FL. It is known for fishing, bird- watching, dolphin-spotting and scenic sunset views. The pier features restrooms, a concession stand with a covered eating area and beach supplies. The beach at the pier features volleyball nets. Lowdermilk Beach is located in Naples, FL. It offers a concession stand, sand volleyball courts, two children’s playgrounds, picnic tables, benches, restroom and shower facilities and two gazebos for rent. Everglades City Everglades City is the home to the Gulf Coast Visitor Center for Everglades National Park. Everglades National Park is a US National Park that protects the southern 20 percent of the original Everglades. It is the largest tropical wilderness, the largest wilderness east of the Mississippi River, in the United States. On average, 1,000,000 people visit it each year. It is the third-largest national park in the contiguous United States following only Death Valley and Yellowstone and was declared an International Biosphere Reserve, a World Heritage Site and a Wetland of International Importance. It is one of only three locations worldwide to appear on all three lists. Everglades National Park was the first park in the US that was created to protect a fragile ecosystem. The Everglades are a network of wetlands and forests fed by a river flowing a quarter of a mile per day out of Lake Okeechobee, southwest into Florida Bay. Everglades National Park has several walking trails that vary in hiking difficulty on Pine Island. The park also features four visitor centers. Camping is available year-round in the park. Everglades City has a variety of boat, nature and wildlife, speedboat and walking tours of the Everglades National Park. Collier County Sports Market & Needs Assessment Study Chapter 2 - Page 15 Marco Island Attractions Keewaydin Island is a barrier island that has no cars, roads or bridges. It is most commonly known for the south tip of the island where local boaters congregate. Visitors have to rent a boat, go on a tourist boat, visit with a private individual who has a boat or call the Keewaydin Express water taxi service since the island is unreachable by car. Tigertail Beach is located on Marco Island. It features a 32-acre habitat for wintering and nesting shorebirds and a tidal lagoon that separates the Tigertail Beach Park from the state managed Big Marco Pass Critical Wildlife Area. The park amenities include: ! Six boardwalks ! Tigertail Beach Café ! Restroom facilities ! Education kiosk ! Children’s playground ! Butterfly garden ! Picnic area with tables and grills ! Rentals of paddleboards, kayaks, electric seaquirts, water trikes, electric boats and paddleboats. Implications Collier County is largely a rapidly growing resort community populated with many transient residents and tourists that are affluent. Besides those that stay in the area for the winter, the permanent population is swelling along to the northeast and southeast of Naples. Interstate 75 is the area’s link to both the Miami area to the east and the Gulf Coast shore cities of Tampa-St. Petersburg and Fort Myers and points northward. The beauty of the coastal islands, beaches, cities and the Everglades make the county a popular area for tourists, which is helpful in driving visitation to the area, and is essential for this county in its quest to bring families that would participate in a youth-sports campus. The area’s high level of education, affluence, and overall growth make Collier County ripe for building on its natural attractiveness with more amenities for the burgeoning permanent population of families. What was once merely a winter destination based on its beaches and attractive island resorts, is rapidly becoming a substantial metropolitan area in its own right, and needs to develop metropolitan-style attractions and amenities to serve its growing population. TABLE OF CONTENTS ----------- Executive Summary Chapter 1 Collier County Facilities Overview Chapter 2 Economic and Demographic Profile of Collier County Chapter 3 Local Sports Facility Supply and Demand Analysis Chapter 4 Regional Sports Facility Market Analysis Chapter 5 Tournament Opportunity Analysis Chapter 6 Hotel Market Overview Chapter 7 Recommendations Chapter 8 Sports Marketing Plan Chapter 9 Demand and Financial Projections Chapter 10 Economic, Fiscal and Employment Impact Analysis Collier County Sports Market & Needs Assessment Study Chapter 3 - Page 2 LOCAL SPORTS SUPPLY AND DEMAND ANALYSIS HSP has evaluated the local indoor and outdoor sports facilities to determine both the supply of local facilities for sports as well as the existing demand to determine if more facilities are needed to support local use and how the existing facilities may handle tournaments. Various athletic facilities, primarily outdoor, exist throughout Collier County. The existing sports facility supply in Collier County is mostly recreational in nature with a few venues that are high enough quality and offer the necessary facilities and amenities to accommodate tournament use. As the sports tourism market continues to grow, local facilities are growing from small recreational parks with a few fields or courts to large tournament facilities that are drawing teams from out-of-state. Locally, the area has few sports facilities that may compete with regional facilities for regional and national events. In addition to the any proposed development, other facilities may complement new sports complex developments because they could be used for practice fields and substitute locations if a large tournament takes place during a specific weekend. The following figure shows the sports facilities in Collier County. Collier County Sports Market & Needs Assessment Study Chapter 3 - Page 3 Figure 3-1 HSP identified 14 relevant facilities in Collier County, including North Collier Regional Park, Fleischmann Park, Veteran’s Park and the planned Big Corkscrew Island Regional Park. Collier County Sports Market & Needs Assessment Study Chapter 3 - Page 4 The following table summarizes the relevant sports facilities within Collier County. Table 3-1 Collier County - Local Athletic Facilities Facility Address Location Park Type Distance from Site (miles)Ba s k e t b a l lDi am o n d sMu l t i - p u r p o s e P i c k l e b a l l T e n n i s Ot h e r North Collier Regional Park 5000 Livingston Rd Naples Regional --2 5 8 ----1 Veterans Community Park 1895 Veterans Park Dr Naples Community 3 --4 1 ------ Vineyards Community Park 6231 Arbor Blvd.Naples Community 4 --2 4 ------ Pelican Bay Community Park 764 Vanderbilt Rd Naples Community 5 --------8 -- Starcher Pettay 685 111th Ave. N.Naples Little League Fields 5 --1 -------- Max Hasse Community Park 3390 Golden Gate Blvd. W.Naples Community 8 --2 ----2 -- Fleischmann Park 1600 Fleischmann Blvd Naples Community 10 2 3 1 ----6 Golden Gate Community Park 3300 Santa Barbara Blvd.Naples Community 10 --4 1 ------ East Naples Community Park 3500 Thomasson Dr Naples Community 12 ----2 25 8 -- Big Corkscrew Island Regional Park*825 39th Ave NE Naples Regional 13 ------------ Cindy Mysels Park 5611 Warren Street Naples Little League Fields 15 --2 -------- Eagle Lakes Community Park 11565 Tamiami Trail E Naples Community 17 --2 2 ------ Immokalee Parks 321 N. 1st St.Immokalee Community 31 1 1 2 --1 4 Tony Rosbough Park 1213 Little League Road Immokalee Little League Fields 35 --2 -------- Average 13 2 3 3 25 5 4 Totals --5 28 21 25 19 11 *Under development Source: Various Facilities, Hunden Strategic Partners Local Facilities North Collier Regional Park The 212-acre North Collier Regional Park (NCRP) is a premier tournament facility featuring five softball fields and eight multi-use fields. The eight tournament quality multi-use fields are used for soccer, lacrosse and field hockey. In addition to the fields, the park also includes Sun-N-Fun Lagoon Water Park, RecPlex Fitness Complex, Calusa Fossil dig play area for children, interactive playground and exhibit hall. The NCRP is owned and operated by Collier County Parks and Recreation Department and opened in 2004. Primarily used as a main park for larger tournaments, NCRP is reaching capacity of usage without additional fields and upgrades to the park. Collier County Sports Market & Needs Assessment Study Chapter 3 - Page 5 The following figure shows an aerial view of NCRP. Figure 3-2 The five lighted softball and eight lighted multi-use fields host league and tournament play. Each of the 13 fields has a 250-seat capacity with alternate seating available. Throughout the year, NCRP has more than 30 multi-day tournaments, which generate on average more than 300 hotel rooms per event. In addition to league play, the park hosts events for the state, larger youth sports organizations, national tournaments and professional league combines. With 11 additional parks located less than 18 miles from NCRP, larger tournament and events can be programmed. The RecPlex Fitness Complex is an exercise facility and a two-basketball court gymnasium. Adjacent to the gymnasium is an exhibit hall that can be used for meetings or additional rooms to the gymnasium. Both the fitness complex and gymnasium operate based on a membership subscription model and are open seven days a week. The gymnasium throughout the year will host basketball tournaments and showcases. Expansion to this park has been studied and proposed but with costs of mitigation of wetlands, protective wildlife area preserves and opposition of nearby residential communities, the expansion opportunities at this park are very expensive and not popular within the area. Located southwest of the Immokalee Road exit on I-75 and east of Livingston Road, NCRP provides easy access from the interstate. Within a ten-mile radius from NCRP are hotels, entertainment and dinning options, in addition to nearby access to the beach. Collier County Sports Market & Needs Assessment Study Chapter 3 - Page 6 North Collier Regional Park is the primary park for soccer, baseball, softball, lacrosse and football leagues and tournaments and is currently reaching maximum capacity for usage. Without an expansion to add additional fields to this park, the tournaments and league play is unable to continue to grow and/or will have to continue programming leagues and tournament play at multiple parks. Veterans Community Park Veterans Community Park is one of the flagship parks in the Naples area, and located in North Naples and three miles from North Collier Regional Park. Veterans Community Park is nearly 44 acres and includes three lighted softball fields, lighted bocce ball courts, one lighted baseball field, four lighted tennis courts, four lighted racquetball courts, one lighted soccer/football field, two sand volleyball courts, and a covered lighted multipurpose rink. In addition to the fields, Veterans Community Park includes a community center, Rover Run Dog Park, lighted playground and two picnic pavilions. Veterans Community Park is owned and operated by the Collier County Parks and Recreation Department. Veterans Community Park hosts league and tournament play and is combined with local parks to attract larger tournaments for baseball, softball, soccer and tennis. In addition, the park also has dozens of children’s activities and exercise classes organized by the Collier County Parks and Recreation Department. The park also features the only dog park within the county, with both a small dog and large dog areas. Local Little League programs conduct league play on the baseball and softball fields throughout the year, specifically Cal Ripken Youth Baseball provides the highest usage of time at the park. Located three miles west of the North Collier Regional Park off of Immokalee Road, Veterans Community Park is south of Immokalee Road and east of Goodlette-Frank Road on Veterans Park Road. As with North Collier Regional Park, Veterans Community Park is within a ten-mile radius of hotels, entertainment and dinning options, in addition to beach access. Veterans Community Park is one of the most used parks in the county and is reaching capacity of usage for the activities and tournaments currently programmed. Land-locked between commercial parcels and residential neighborhoods, this park would be best for continued renovations to the current amenities. Currently, the Collier County Parks and Recreation Department is building eight pickleball courts. With continued maintenance and renovations to the current fields, this park is a viable option to be used a secondary park for local leagues and continued overflow for larger tournaments. Vineyards Community Park Vineyards Community Park is a 35.5-acre park located adjacent to the Vineyards Development in North Naples between Vanderbilt Beach Road and Pine Ridge Road. The park includes two lighted softball fields, four soccer fields (three lit), four lighted comfort cushioned tennis courts, two lighted basketball courts and four racquetball courts. Other park amenities include a community center, walking trail, eight picnic shelters, pavilion, lighted playground, rest rooms and a water play feature. Vineyards Community Park is owned and operated by the Collier County Parks and Recreation Department. Vineyards Community Park is primarily programmed for local parks and recreation leagues and activities. In addition, with the park approximately three miles from North Collier Regional Park, the park is also a Collier County Sports Market & Needs Assessment Study Chapter 3 - Page 7 secondary park for larger tournaments in the area. In 2014 and 2015, the park was a secondary park for more than three larger multi-day tournaments in the area. Vineyards Community Park falls within the same ten-mile radius to hotels, entertainment and dinning options as North Collier Regional Park. Located approximately three miles southeast of North Collier Regional Park, Vineyards Community Park is just east of I-75 and less than one-mile south of Vanderbilt Beach Road on Arbor Boulevard West. The Vineyards Community Park is land-locked against the highway and surrounding residential neighborhoods, with no possible expansion option. In order to keep up with expectations of tournament organizations, the park will need to continue upgrading the current amenities to comply with expectations. With continued upgrades, the park is a viable option to be combined with other current or expanded parks in the area for local, state, regional and national tournaments, in addition to the local leagues. Pelican Bay Community Park Pelican Bay Community Park is located west of US-41 on Vanderbilt Beach Road and is one mile from beach access. The 15-acre Pelican Bay Community Park includes eight lighted clay tennis courts, four lighted racquetball courts, two bocce courts, one lighted basketball court, one softball field and one soccer field. Additionally, the park has one lighted playground, walking trail system, a pavilion and a lake. The park is primarily programmed for tennis leagues, lessons and tournaments. Pelican Bay Community Park is owned and operated by the Collier County Parks and Recreation Department and also offers annual memberships and private lessons. In addition, local Little League programs have the ability to program little league games on the softball field. Surrounded by Vanderbilt Beach Road and residential neighborhoods, Pelican Bay Community Park growth is limited to its current size. Upgrades and renovations to the amenities at the park would allow for continued league and tournament play on the tennis courts. Starcher Pettay Starcher Pettay is the Naples Park School little league baseball complex which includes one lighted little league baseball field and two lighted tennis courts. The park is located on the grounds of the Naples Park Elementary School, north of 111th Ave, east of Vanderbilt Drive and adjacent to Saint John Evangelist Catholic Church. The little league baseball field is programmed by the North Naples Little League, (NNLL) which is a chartered affiliate of Little League Baseball, Inc. The NNLL programs league games on Starcher Pettay, more than three games a week, from the middle of January to the middle of May. With only one baseball field and growth in the NNLL, Starcher Pettay is filling the demand needs of the league as an additional field for league play. Max Hasse Community Park Max Hasse Community Park, named after a philanthropist who was vital in helping build the parks system in Collier County, is located less than nine miles southeast of North Collier Regional Park. The park includes two lighted softball fields, two lighted tennis courts, as well as a covered and lighted basketball pavilion. Collier County Sports Market & Needs Assessment Study Chapter 3 - Page 8 Additionally, the park amenities include a community center, fitness center, picnic area, lighted playground, and a picnic shelter. Max Hasse Community Park is owned and operated by the Collier County Parks and Recreation Department. The fitness center is a membership model with annual and monthly rates, as well as personal training. Max Hasse Community Park is primarily programmed by the local boy scouts program, after school and summer camp programs for local children. Local Little League programs conduct league play on both softball fields throughout the year. The park is located east of I-75, west of Collier Boulevard and just south on Golden Gate Boulevard West. Additionally, the park is less than 13 miles from beach access and within a 15-mile radius of hotels, entertainment and dinning options. Expansion at this site would likely require mitigating wetlands and the protective wildlife area preserves. In addition, the access from the highway could pose as an issue with programming larger tournaments. Continued maintenance and renovations to the current amenities will allow for Max Hasse Community Park to continue to be programmed as a secondary park for larger tournaments. Fleischmann Park Fleischmann Park is owned and operated by the City of Naples and is located ten miles southwest of North Collier Regional Park. At 15 acres, this park includes four lighted racquetball courts, three lighted baseball/softball fields, two lighted volleyball courts, two lighted basketball courts and a lighted football field and practice field. Other amenities at the park include toddler playground, school age children playground with sunshades and water splash zone, picnic pavilions and a community center. The community center includes two dance studios, main room, game room and a meeting room. The center programs gymnastics, marital arts, creative arts, dance, after school club and summer and holiday camps. Fleischmann Park is host to the Football University (FBU) National Championships every year. The FBU National Championships is a sixth, seventh and eighth grade football tournament, which brings the final four teams in the tournament for each grade to the park. Due to the size of the FBU National Championship game, the game has now outgrown the parks capacity. In addition to the FBU National Championship game, Fleischmann Park is programmed by the local Little League programs for league play. Fleishman Park is just south of Coastland Center Mall on Fleischmann Boulevard at Goodlette-Frank Road. Less than two miles from beach access, Fleishman Park is within a ten-mile radius of hotels, dinning and entertainment options that make it attractive for larger tournament organizers. With no room for expansion and programmed as one of the main parks for larger tournaments, continued maintenance and renovations to this park will keep Fleischmann Park an attractive option for larger tournaments. Golden Gate Community Park Located less than ten miles southwest of the North Collier Regional Park, Golden Gate Community Park includes; two lighted softball fields, one lighted little league field, one lighted baseball field, one lighted soccer/football field, four lighted tennis and racquetball courts, one lighted basketball court, shuffleboard courts and one bocce court. Additional amenities are a fitness center, an aquatics facility, playground, paved Collier County Sports Market & Needs Assessment Study Chapter 3 - Page 9 fitness trail and a boat ramp. Golden Gate Community Park is owned and operated by the Collier County Parks and Recreation Department. The fitness center is a membership subscription model facility that includes annual and monthly members. The aquatics facility includes a 25-yard by 25-meter heated pool, a children’s activity pool, a 110-foot tube slide, two one-meter springboards and one three-meter springboard for open swimming, leagues, lessons, and instructed classes. Daily, three month and annual fees are required to access the amenities of the aquatics facility. Local little league and adult league organizers program Golden Gate Community Park. Little League programs in the area use the baseball, softball and little league fields for league play throughout the year. In addition, the park is programmed as additional fields for larger national tournaments throughout the year, which are multi-day events and can average more than 1,000 participants and spectators per event. Golden Gate Community Park is north of I-75 on Santa Barbara Boulevard and is just less than seven miles from beach access. Within a 15-mile radius of hotels, dining and entertainment options, Golden Gate Community Park is an attractive secondary park for larger tournaments. In addition to the park amenities, the park is just west of the Golden Gate High School, which includes baseball, softball, soccer, football and multipurpose fields. Currently, Collier County Parks Department is in the process of restriping some of the tennis courts to include pickleball lines as well. Continued maintenance and renovations to this park are the only viable option, due to being surrounding by developed areas. Golden Gate Community Park provides local little leagues and adult leagues with quality amenities to have league play. Additionally, the park provides quality tournament fields and amenities to be a secondary park for larger tournaments. East Naples Community Park East Naples Community Park is located more than 16 miles south of North Collier Regional Park and recently completed a renovation. The recent renovation includes the conversion of a roller hockey rink, skate park and eight tennis courts to pickleball courts. The redevelopment of under utilized facilities is part of plans to accommodate the growing sport of pickleball in the area as well to meet the requirements to hold the US Open Pickleball 2016 Championships. In addition to the renovation, the park includes two lighted basketball courts, two racquetball courts, four lighted softball courts, two lighted multipurpose fields and 23 pickleball courts. After the redevelopment of the existing facilities, East Naples Community Park now has a total of 48 pickleball courts. A lighted playground, lighted exercise trail around the lake, picnic area, pavilion, a senior center and a playground are also offered at the park. East Naples Community Park is programmed for adult and youth leagues, fitness programs, after school care, senior programs and community center. The park currently hosts two multi-day regional pickleball tournaments per year, which average more than 800 participants and spectators per event. East Naples Community Park had a rise in participation and spectatorship with the first annual US Open Pickleball 2016 Championships held in April. Collier County Sports Market & Needs Assessment Study Chapter 3 - Page 10 The first-ever US Open Pickleball Championships attracted approximately 835 participants, while more than 3,000 spectators visited over the six-day event. The event included event parties, live entertainment, charitable fundraising activities, as well as a kids day. Located west of US-41 on Thomasson Drive, East Naples Community Park is less than two miles from beach access. East Naples Community Park is within a 15-mile radius of hotels, dinning and entertainment options that make this park an attractive destination for larger regional and national tournaments. With the recent renovations, East Naples Community Park is capitalizing on the destination amenities and park amenities to attract larger regional and national pickleball tournaments to the area. These tournaments are multi-day tournaments that provide economic value to the area. Big Corkscrew Island Regional Park Big Corkscrew Island Regional Park is a new development project in Collier County that will be developed, owned and operated by the Collier County Parks and Recreation Department. The $9 million project is currently in the design and development stage and is located 18 miles northeast of North Collier Regional Park. The proposed project includes four baseball/softball fields, eight soccer fields, two basketball courts, four tennis courts, pickleball courts, an aquatic facility and indoor athletic complex. In addition, the proposed project includes a community center, passive park trails and exercise course, playground, splash pad and two entertainment stages. Located just east of the Collier County Fairgrounds, Big Corkscrew Island Regional Park will be just north of Palmetto Ridge High School. Less than 18 miles from beach access, Big Corkscrew Island Regional Park will be within a 20-mile drive of hotels, dinning and entertainment options. The park will anchor the northeast portion of Collier County and will be another quality venue to host tournaments and partner facility with events taking place in Lee County. Cindy Mysels Park Cindy Mysels Park is located 14 miles south of the North Collier Regional Park and includes two lighted baseball/softball fields. Primarily programmed for local Little League programs, the park is off of the Logan/Santa Barbara extension between Rattlesnake Hammock and US-41 E. Eagle Lakes Community Park Located less than 20 miles southeast of the North Collier Regional Park, Eagle Lakes Community Park includes a lighted baseball field, one lighted softball field, two lighted multipurpose fields and one lighted basketball court. Additionally, the park amenities include a community center, fitness center, meeting room, picnic shelter, lighted playground, interactive water feature with spray ground play area, two and half mile nature trail and one mile paved walking/running trail. Collier County Parks and Recreation activities, after school programs, summer and holiday camps, and local Little League programs utilize Eagle Lakes Community Park. Additionally, the park is a secondary park for Collier County Sports Market & Needs Assessment Study Chapter 3 - Page 11 larger regional and national tournaments. The running trail at Eagle Lakes Community Park allows for 5K runs to be held throughout the year. Located south of Lely High School and Parkside Elementary School off of Tamiami Trail E., Eagle Lakes Community Park is the southern most park of all the local parks in Collier County. Less than 13 miles, driving, to beach access and within a 15-mile radius of hotels, dinning and entertainment options. Immokalee Parks Immokalee Parks includes four parks: Immokalee Airport Park, Immokalee Community Park, Immokalee Sports Complex and South Immokalee Park all of which are owned and operated by the Collier County Parks and Recreation Department. The Immokalee parks are in the northeast region of Collier County and have limited access and amenities to support the facilities. There is limited access to major highways and there are less than five hotels within a 15-mile radius. Given the location and lack of highway access to these parks, these parks are not considered primary venues to host larger tournaments and events. A breakdown of each park is detailed below. ! Immokalee Park is located on the east side of Main Street next to the Immokalee Airport and is a popular park for birthday parties and family gatherings due to the picnic pavilions, amphitheater and playgrounds. ! Immokalee Community Park is less than 42 miles northeast of the North Collier Regional Park and includes a lighted baseball/softball field, basketball courts, tennis court and four-wall racquetball courts. Other amenities at the park are a picnic area, a lighted playground and a picnic shelter. Immokalee Community Park is just east of Immokalee High School at the corner of North 1st Street and Immokalee Drive. ! Immokalee Sports Complex is located less than one mile west of Immokalee Community Park just north of Immokalee High School on Immokalee Drive. The sports complex features a gymnasium, three lighted multipurpose fields and an aquatic facility. The aquatic facility includes a 23- by 25-meter heated pool, a one-meter springboard, slide and a heated children’s activity pool. The aquatic center offers daily passes, three-month and annual membership fees to access the center. ! South Immokalee Park is southwest of Immokalee Community Park off of School Drive. The park is popular with youth and adult basketball leagues due to the lighted basketball court. Other park features include a playground, a grassy area and a sand volleyball court. Tony Rosbough Park Tony Rosbough Park is a local park in Immokalee, Florida. The park is 51 miles northeast of the North Collier Regional Park and north of Lake Trafford Road off of Little League Road. Tony Rosbough Park includes two lighted Little League fields. Local Little League programs in the area are the primary users of the park. Collier County Sports Market & Needs Assessment Study Chapter 3 - Page 12 Lee County Facilities Lee County has the Lee County Sports Development (LCSD) office that has the goal to attract and retain sporting events and activities that will provide economic stimulus through sports tourism. Lee County has established a position in Florida sports tourism as a destination for events, particularly baseball. With its rich baseball history as a home for several teams in the past and two currently, the County has invested in several high quality facilities that regularly host tournaments. These events have grown in size that overflow facilities are used in Lee County as well as in Collier County. Lee County events have become a significant demand generator for Collier County facilities in order to accommodate events. For example, the Gene Cusic Collegiate Classic is an event that offers men’s and women’s NCAA Division III softball and baseball teams, as well as NAIA softball teams an opportunity to participate in regular season games during their respective spring breaks. The event was established in 1983 and brings more than 100 teams to Lee County In addition to the three Lee County parks used for the event, North Collier Regional Park is used as well. Lee County has eight tournament quality parks that host local, regional, state and national tournaments. Many smaller local parks are used as overflow for the tournaments as well as Collier County parks. Five of the eight parks are currently, or have previously been, home to an MLB team for spring training. The following list summarizes the eight parks: • City of Palms Park consists of an 8,200-seat main lighted stadium, which includes ten covered batting cages and dugouts, electronic scoreboard and message center. Opened in 1993, this park is owned and operated by Lee County, the park also features a large baseball practice field is located behind the left field wall of the main stadium. The park, located in Fort Myers, was the spring training home field to the Boston Red Sox from 1993 to 2011 and is now is the home field of the Florida Southwestern Buccaneers baseball team since 2014. The practice field includes a scoreboard and covered dugouts. The main stadium and the practice field both are programmed for larger tournaments in the area. • The Player Development Complex, which opened in 1993, boasts five full baseball fields, office space, observation tower, covered batting cages and training rooms. The complex, which is located over 2-miles east of the City of Palms Park, is owned and operated by Lee County. Programming at the complex consists of larger tournaments and college and university events and competitions. • JetBlue Park is the current spring training facility for the Boston Red Sox, and opened in 2012. The Park is owned and operated by Lee County, and features an 11,000-seat lighted stadium, six full-size baseball fields, ten indoor and four outdoor batting cages and six lighted soccer fields. In addition to the Boston Red Sox springing training schedule of events, the park is programmed for larger baseball tournaments in the area. The soccer fields are programmed as the local youth soccer programs main fields. In addition, the park has hosted the women’s collegiate rugby championship, lacrosse tournaments and the high school baseball championships. • CenturyLink Sports Complex/Hammond Stadium is the home spring training facility for the Minnesota Twins. The complex, which opened in 1991, features Hammond Stadium, a 7,500- seat lighted stadium. The CenturyLink Sports Complex consists of four large baseball fields, two Collier County Sports Market & Needs Assessment Study Chapter 3 - Page 13 half-sized baseball fields, four lighted softball fields and one multipurpose field. Other amenities at the complex are ten indoor batting cages and 22 practice pitching areas. Programming on the eight-acre complex, in addition to the Minnesota Twins spring training schedule, includes youth baseball and softball leagues and tournaments, as well as large local, state, regional and national tournaments. • Terry Park, a historic site in Fort Myers, Florida opened in 1925 and has been the spring training home facility for four MLB teams over the years. Lee County owns and operates the park, which features a 3,000-seat lighted stadium. The 25-acre park also includes three lighted baseball fields, one multipurpose field, a batting cage, eight bullpens, a clubhouse and four covered batting cage. Terry Park is home to Lee County Park and Recreation sports programs, as well as a site for larger tournaments in the area. • Cape Coral Sports Complex is a 52-acre park that opened in 1994. Deemed as the largest athletic facility in Cape Coral, the sports complex is owned and operated by the City of Cape Coral. Cape Coral Sports Complex features four lighted regulation-sized baseball fields, five lighted softball fields and five lighted multipurpose fields. The complex is home to the Cape Coral Youth Soccer Association and the Little League Junior Senior Baseball program. Additionally, the park is programmed with men’s softball leagues and hosts many state and national tournaments throughout the year. • Cape Coral Northwest Softball Complex is a City of Cape Coral park that is a 15-acre park. In addition to youth and adult softball leagues, the park also has hosted many state and national softball tournaments. The softball complex features five lighted softball fields and a concession stand. • BMX/Strausser Park is home to several state and national BMX Motocross and softball tournaments, as well as local youth, adult and senior softball leagues. The BMX/Strausser Park is a City of Cape Coral park that features three lighted softball fields, a concession stand and a BMX racetrack. Additionally, there are three that accommodate high usage from local youth programs as well as local and regional tournaments. The three parks are as followed: • Three Oaks Park, a 35-acre park that features three lighted little league fields, one lighted softball field, two lighted multipurpose fields, 12 lighted tennis courts, two lighted racquetball and two lighted volleyball courts. Three Oaks Park is a Lee County park. • S.T.A.R.S. (Success Through Academic and Recreational Support) Complex features one lighted softball field, one large and two small baseball fields, two tennis courts, a swimming pool, four basketball courts and a gymnasium. S.T.A.R.S. Complex is a City of Fort Myers park. • Sam Fleishman/Deleon Complex, a City of Fort Myers park, boasts one large lighted baseball field, two small lighted baseball fields, three lighted softball fields, ten tennis courts (eight lighted) and a swimming pool. Collier County Sports Market & Needs Assessment Study Chapter 3 - Page 14 Implications Overall, the majority of the local sports facilities in the Collier County market are modest venues that are limited by size, quality, and location. These facilities are able to host smaller local tournaments and events as well as be used as overflow facilities that are taking place in Lee County or North Collier Regional Park. The shortage of fields in one location is a critical challenge that is limiting Collier County’s ability to compete for statewide, regional and national events that the area is looking to attract. Current renovations or proposed park developments have allowed for Collier County to attract larger regional and national events and with continued renovations and expansions to parks, Collier County will be able to continue attracting the larger state, regional and national tournaments. LOCAL DEMAND ANALYSIS For any premier sports complex, the majority of high impact usage will be from tournaments or organizations hosting state, regional and national events and events that attract out-of-state visitors. HSP contacted various groups and stakeholders in the Collier County community that represent competitive and recreational sports organizations, state association representatives, event organizers and other local demand generators. In addition, this section includes information gathered about the current issues, challenges and suggestions for how potential new or expanded sports facilities may be envisioned and utilized. HSP conducted a number of interviews of critical stakeholders for utilization of expanded and/or renovated athletic facilities in Collier County. These interviews helped determine the potential need and inducement potential of a new venue, as demand currently exists today and as potentially expanded with a new and/or expanded facilities. This section summarizes findings and suggestions based on interviews and other primary and secondary research. The findings drive the implications and the recommendations for potential expansions of existing facilities or new facilities, and provide an understanding of the local demand. Even with the variety of facilities in Collier County and the surrounding area, interviews with local stakeholders and sports leaders indicate that demand exists that exceeds supply. The following table summarizes the local and regional sports supply of facilities and participation levels. Collier County Sports Market & Needs Assessment Study Chapter 3 - Page 15 Table 3-2 Local, State and Regional Sports Overview Supply of Facilities Participation Levels Sport Local State Regional Local State Regional Indoor Basketball Low Low Medium Medium High High Volleyball Low Low Medium High High High Outdoor Soccer Low High High High High High Football Low Low Low High High High Lacrosse Low Low Low Medium Medium Medium Pickleball Medium Low Low High High Medium Baseball Low High High High High High Softball Low High High High High High Source: Hunden Strategic Partners The indoor sports of basketball and volleyball have a low level of supply for indoor facilities locally and state, yet a medium supply level exists regionally. The participation level is also medium to high for those sports. Local supply for field sports such as soccer, football, lacrosse, as well as diamonds sports like baseball and softball have a low supply of facilities, while local participation is high for all except lacrosse, which has a moderate amount of participation. Pickleball has become one of the fastest growing sports in the United States and popularized by the Boomer generation. Football, lacrosse and pickleball all have a low supply of facilities in the state and regionally. Soccer, football, baseball and softball all have high participation levels locally, statewide and regionally, while pickleball participation is continually growing and increasing the fastest on the west and east coasts. The following table shows the assessment of facility and participation growth locally, statewide and regionally. Green arrows represent growth, yellow dashes represent flat participation, and red arrows represent participation decline. The larger arrow, the greater the growth. Collier County Sports Market & Needs Assessment Study Chapter 3 - Page 16 Table 3-3 Local, State and Regional Sports Trends Supply of Facilities Participation Growth Sport Local State Regional Local State Regional Indoor Basketball Volleyball Outdoor Soccer Football Lacrosse Pickleball Baseball Softball Source: Hunden Strategic Partners As shown, the supply for indoor facilities is relatively level partly due to the difficult business models of indoor athletic facilities. Communities across the state and region are developing soccer, baseball and softball fields. Local development is modest. Big Corkscrew Island Regional Park will add a modest number of facilities to the Collier market. Participation growth locally, in Florida and the regionally is modest across most sports. Pickleball, soccer and softball are experiencing more growth than the other sports. Although national trends show most sports participation declining, conversations with organizations in Florida provided the sense of modest growth that is likely occurring due to the population growth in the metropolitan areas throughout the state. The following table shows the user group demand by use and the overall facility needs in Collier County. Table 3-4 Collier County Sports Supply and Demand Matrix User Group Demand Facility Needs Sport Local Users Leagues Tournaments Low Medium High Indoor Basketball High High Medium Volleyball High High Low Outdoor Soccer High High High Football High High Medium Lacrosse High High Medium Pickleball High High Medium Baseball High High Medium Softball High High High Source: Hunden Strategic Partners Collier County Sports Market & Needs Assessment Study Chapter 3 - Page 17 Indoor and outdoor sports have a high demand from local users and leagues, which correlates with the necessity to add facilities in Collier County. The high demand from tournaments for soccer and softball can only be accommodated by expanded or additional facilities. Volleyball has a modest tournament demand, while football, lacrosse, pickleball and baseball all have a medium demand. A review of the demand for each sport is set out more fully below. Baseball Baseball is a popular sport in Florida and in Collier County. The local baseball fields manage to accommodate most youth baseball league demand, but there are travel baseball teams that cannot find available fields in the area. To grow the sport, especially to expand the number of local and regional tournaments, more baseball fields are needed. Collier County, annually, averages four events per year between 2011 and 2015, with room nights increasing year-over-year. Baseball is a sport that has demand in three major areas: ! Local little leagues and pony leagues ! Tournaments for youth teams, including elite travel teams ! College and elite high school teams that travel to the area during the winter Each group has a distinct set of needs. The following discussion focuses on the needs of each of these groups. Several groups of youth baseball leagues exist in Florida. The largest group, with the most local and regional demand is Little League, which is an international organization with a large following. Little League in Florida is by far the most organized and popular organization. Little League Baseball is divided into regions and Florida is in the Southeastern Region. The Florida Little League is divided into districts, and Collier County is divided in two districts, Immokalee Little League is in District 18 and six Little League programs in the newly created District 27. The following table sets out the Florida Little League District 27 leagues and field locations. The following table shows the Little Leagues and their home fields in Florida’s District 27. Table 3-5 Florida Little League District 27 (Baseball) League Field Location Gulf Coast LL Cindy Mysels Park Naples Golden Gate American LL Max Hasse Jr. Community Park Naples Golden Gate National LL Golden Gate Community Park Naples Ave Marie LL North Park Ave Marie North Naples LL Starcher Pettay Field Naples Greater Naples LL Fleischmann Park Naples Source: Hunden Strategic Partners Collier County Sports Market & Needs Assessment Study Chapter 3 - Page 18 As shown, many of the local Little Leagues use multiple locations for their fields. Each Little League has its own set of fields but often must use other fields for overflow use. Local Little League programs are reaching capacity at each home field and without new or additional fields added will not be able to accommodate the growth of the program. Additionally, without increasing the number of fields in the county, larger regional and national tournaments are likely to not be secured. Little League district, sectional and statewide tournaments occur once per year. These tournaments ultimately determine which teams go to the national tournament, the Little League World Series. These end-of-season tournaments occur in the spring, after league play ends. The division tournament rotates between the leagues and is popular because the resulting tournament concessions revenue helps to fund that league. District, sectional and even state tournaments are smaller, with fewer than 20 teams each, so a two- or three-field complex is adequate for those tournaments. Other smaller tournaments also occur during the fall and other times per year, but most do not require a large-capacity complex. The Little League fields for different age groups have to be different sizes. The field size for Little League divisions and ages is set out in the following table. Table 3-6 Little League Field Dimensions Division Age Group Base Paths Pitcher's Mound Outfield Fence Minor Leagues 12 and below 60 feet 46 feet 200 feet Major League 12 and 13 70 to 90 feet 60.5 feet 200 feet Junior, Senior, and Allstar Leagues 14+90 feet 60.5 feet 300 feet Source: Little League The most important size of fields for Little League baseball are the fields for the Major League, the division that has a tournament that reaches the Little League World Series, and for older divisions. The smaller fields for the younger divisions often are adjustable on softball or other clay infields. Little League representatives indicate that the best size of field to construct is a full-size field with bases 90 feet apart and 300-foot fences. The fields can always be adjusted smaller, but a small field cannot be enlarged. Other leagues exist that also have demand for fields. Local “Elite Baseball” leagues, such as the Southwest Florida Baseball League, Pony leagues, Babe Ruth and Cal Ripken leagues, and adult leagues all compete for a limited number of quality baseball fields. The second major type of use for a baseball field complex is from games and tournaments organized for youth baseball travel teams. “Travel Baseball” is a growing trend throughout the United States. Local groups organize youth teams, usually recruiting the better players from around the locality, and travel to tournaments around the region, state, and nation. Often a local group will organize several travel teams from a locality for different ages. The teams are organized for specific ages: 18 and under; 17 and under; 16 and under; etc. Each team in this group would play under the name of the team but would play in the specific age group appropriate for that player. Collier County Sports Market & Needs Assessment Study Chapter 3 - Page 19 There is a large market for travel baseball in the region. One organization in the region that has had great success organizing these events is Perfect Game. Perfect Game is the nation’s largest baseball scouting organization, which organizes tournaments for travel teams across the country. A conversation with the Florida Super25 Tournament Director/National BCS Director and other baseball organizations produced insight into the Florida travel baseball market. The following are implications from the conversation. ! Currently run most Florida tournaments in Fort Myers and West Palm Beach. Locations have been selected as a result of established relationships with counties. ! Artificial turf and lights are game changing for tournaments and should be seriously considered for any newly developed facilities. ! Stadium fields are necessary to capture college-level events. ! Between 65 percent and 75 percent of visitors from these events are from out-of-state, while 90 percent of teams are overnight visitors, generating many room nights. ! Southwest Florida Baseball has more than 125 players on 18 teams. ! Lee County has captured the baseball more in terms of number of fields and tournaments. Collier County does not have the number of facilities and quality that exists in Lee County. ! Hotel rates in southwest Florida are expensive during baseball season. More attractive (less expensive) hotel rates would help secure more teams and events during winter months, filling more hotel rooms. Improved collaboration with counties or DMOs would help. Several national organizations have formed to organize tournaments and set standardized guidelines and rules for tournaments and games. In baseball the largest organization in Florida organizing travel team tournaments is the United States Specialty Sports Association (USSSA). This organization has a large presence in Florida and produces many tournaments throughout the state each year. Collier County Sports Market & Needs Assessment Study Chapter 3 - Page 20 The following table is a list of the USSSA boys’ baseball tournaments in the state of Florida for the months of January through June 2016. Table 3-7 USSSA Baseball Florida Tournaments: January - June 2016 Date Tournament Location 1/22/16 Manatee Classic - Bradenton Tampa 1/30/16 Winter Warm-up - Gainesville/Newberry Gainesville/Newberry 2/5/16 St. Judes Cupid Crush - Tampa Tampa 2/13/16 Frozen Ropes - Daytona Daytona 2/13/16 Winter Classic - Leesburg Greater Orlando 2/19/16 North Florida Dual Super NIT 2016 - Week 1 Gainesville/Newberry 2/19/16 Tampa League Tampa 2/26/16 North Florida Dual Super NIT 2016 - Week 2 Gainesville/Newberry 2/27/16 Spring Start Up Greater Orlando 3/5/16 Florida Major Invitational Greater Orlando 3/11/16 East Bay Classic - Tampa Tampa 3/12/16 March Madness - Lake City Lake City 3/18/16 Shamrock Slugfest - Tampa Tampa 3/19/16 Spring Fever - Daytona Daytona 4/1/16 Spring Invitational - Tampa Tampa 4/2/16 Florida Elite 2K16 - Lake City Lake City 4/8/16 Spring Fling - Tampa Tampa 4/9/16 Beach Bash - Daytona Daytona 4/15/16 Last Chance Super NIT 2016 - Week 1 Gainesville/Newberry 4/16/16 Spring Classic - Plant City Plant City 4/22/16 Last Chance Super NIT 2016 - Week 2 Gainesville/Newberry 4/30/16 Florida Elite - Kissimmee Greater Orlando 5/14/16 Florida State Championship - Sanford Greater Orlando 5/20/16 HS Florida State Championship - Kissimmee Greater Orlando 5/21/16 NE Florida State Championship - Lake City Lake City 6/1/16 CFL Wood Bat Showcase Greater Orlando 6/4/16 All Star Warm-up Lake City Lake City 6/15/16 Mizuno Sunshine State Wood Bat Championship Greater Orlando 6/16/16 Summer Nationals - Session 1 Gainesville/Newberry 6/23/16 Summer Nationals - Session 2 Gainesville/Newberry 6/24/16 Summer Showdown - Tampa Tampa Source: USSSA Baseball As shown, USSSA hosts tournaments in several locations around the state. A tournament occurs almost every weekend, and several weekends have tournaments in multiple locations. Each tournament has several age group divisions that are part of the tournament. Locally, the Cal Ripken and Naples Babe Ruth baseball leagues are established sources of demand. The two leagues have contracted with the County to use Veterans Memorial Park for all their programs and games. Cal Ripken Baseball is a youth baseball league for ages four to 12, while Naples Babe Ruth youth league is Collier County Sports Market & Needs Assessment Study Chapter 3 - Page 21 for ages 13 to 15. The following table summarizes the number of divisions and number of teams for the Cal Ripken and Naples Babe Ruth baseball leagues. Table 3-8 Cal Ripken and Babe Ruth Divisions and Teams Division Ages Teams Babe Ruth 13,14,15 12 Majors 10,11,12 12 Minor A 8,9,10 6 Minor B 8,9,10 5 Rookie 6,7,8 5 T-Ball 4,5,6 4 Total --44 Source: Cal Ripken & Naples Babe Ruth Baseball Leagues Between Cal Ripken and Naples Babe Ruth, there are 44 teams that are utilizing the fields at Veterans Community Park. More than half of the teams are in the two older age divisions. The league season starts in early February and runs until the end of April. Due to the demand generated by the Cal Ripken and Naples Babe Ruth baseball leagues, overflow practices are held at Golden Gate Community Park. The following table shows the Cal Ripken and Naples Babe Ruth league number of games by month at Veterans Community Park. Table 3-9 Cal Ripken and Naples Babe Ruth Schedule Month Games Days February 48 Tuesday - Saturday March 86 Tuesday - Saturday April 95 Tuesday - Saturday Total 229 -- Source: Cal Ripken and Naples Babe Ruth Baseball Leagues Throughout the three-month league season, there are a total of 229 games. These games are scheduled Tuesdays through Saturdays each week. The majority of games are on Saturdays with two to three games on weekdays. The third major area of demand for fields is from organized teams from states that come to Florida to practice before their season begins. The weather permits these teams to begin practice early. College and university teams travel to the area to begin their season and possibly have additional training. Some experts hold camps during January, February and March for elite high school and collegiate players. Complexes that have multiple fields are in demand during those months. Collier County Sports Market & Needs Assessment Study Chapter 3 - Page 22 Implications Considering the demands of all the types of baseball in southwestern Florida, baseball has a definite need for quality fields in Collier County. Little League and other youth baseball leagues are at capacity and need additional fields. Tournament organizers are able to create additional tournaments throughout the year if given the opportunity. College and other dedicated teams that will travel to the area for practice and skills improvement during the winter. With these three areas of baseball demand, it is clear that a new or expanded quality baseball field complex would fill a demand for the county and region. Softball Youth girls’ softball is another popular sport in the Collier County area. The sport consists of fast-pitch and slow-pitch, with the main youth sport being fast-pitch. As with youth baseball, three areas of demand exist. Local girls’ softball leagues provide playing opportunities throughout the region. Little League runs softball leagues for girls, and those leagues mirror the youth baseball leagues. USSSA also runs girls fast-pitch leagues, and other local leagues exist around the state. Each league currently uses fields and within Collier County softball participation is slightly higher compared to boys’ youth baseball. Collier County, annually, has had eight events between 2012 and 2015, with room nights increasing year-over-year. HSP interviewed the Head Softball Coach at the Community School of Naples and the Owner of the SWFL Player Development Center to gain a better understanding of the softball demand and needs in Collier County. Feedback gathered included: ! The sports with the highest demand in the area are baseball, softball, volleyball and soccer ! Collier County area does not utilize modern technology and training at facilities, many players are going outside the county for training ! Lee County has more fields and hosts more tournaments than Collier County ! Fields large enough to accommodate adult softball use is important to capture that segment. It is critical that the fields can be sized down to accommodate younger aged use by using portable outfield fences and adjustable base paths ! Artificial turf fields are recommended ! Facility features such as a lighting alarm system, netting for balls, two bleachers per field, good restrooms, concessions and parking nearby are important when hosting events and providing a quality visitor experience ! Youth softball has greater demand for facilities than baseball ! There are 18 local softball teams that are currently using fields in Ft. Myers In softball, as in youth baseball, several national organizations have formed to organize tournaments and set standardized guidelines and rules for tournaments and games. There are three organizations that host a large number of tournaments: The National Softball Association (NSA), the American Softball Association (ASA) and USSSA. Collier County Sports Market & Needs Assessment Study Chapter 3 - Page 23 The following table is a list of the USSSA youth softball tournaments in the state of Florida for the months of January through March 2016. Table 3-10 USSSA Florida Softball Tournament Schedule Date Tournament Location City 1/23/16 Ice Breaker Hancock Park Clermont 1/23/16 Winter Storm Showdown Lakewood Ranch Park Bradenton 1/30/16 Super Brawl Saturday Cecil Recreation Complex Jacksonville 1/30/16 Blizzard Bash Hancock Park Clermont 1/30/16 SaraBALLooza Miss Sarasota Softball Complex Sarasota 2/6/16 Mardi Gras Bash Drew Park Tampa 2/6/16 Cupid Cup Challenge Lee County Sports Complex Fort Myers 2/7/16 Corey Jones Benefit Lake Charleston Park Lake Worth 2/13/16 Valentine Sweetheart Brawl Madison County Recreation Complex Madison 2/13/16 Valentine Sweetheart Brawl Shocker Park Ocala 2/13/16 Blackstone Sweetheart Brawl Blackstone Park Palmetto 2/13/16 Girls Just Wanna Have Fun Hancock Park Clermont 2/13/16 Pines Thunda-rama Fletcher Park Fletcher 2/20/16 Pitch Hit & Chill Kenny Dixon Sports Complex Bushnell 2/20/16 Bat Wars Drew Park Tampa 2/20/16 Sarasota ChillFest Miss Sarasota Softball Complex Sarasota 2/27/16 Rumble with the Renegades Ormond Beach Sports Complex Ormond Beach 2/27/16 Sawgrass Showdown (2 into 1)Sunrise Athletic Complex Sunrise 2/27/16 Leapers Creepers G.T. Bray Park Bradenton 2/27/16 Leap into Spring Fortune Road Athletic Complex Osceola 3/5/16 New Tampa Ultimate Throwdown New Tampa Park Tampa 3/12/16 Luck of the Irish Field of Fame Apopka 3/12/16 USSSA Invitational (Play It Forward)Carter Road Park (aka Loyce Harpe Park)Mulberry 3/13/16 March Madness w/ WB Lady Bandits Lake Charleston Park Lake Worth 3/19/16 Swing into Spring Fling TBD (Central Florida)-- 3/19/16 The Perfect Storm Lakewood Ranch Park Bradenton 3/20/16 Boca March Madness South County Regional Park Boca Raton Source: USSSA Softball USSSA holds youth fast-pitch softball tournaments almost every weekend. NSA has approximately the same number of tournaments in the state, almost every weekend during the fall and spring. ASA has qualifying tournaments in Florida for its national tournament approximately one weekend per month during the fall and more in the spring. In addition, the Naples Girls Softball League (NGSL) and Golden Gate Softball League (GGSL) two softball Little Leagues that generate a demand throughout the county. The Naples Girls Softball League and Golden Gate Softball League are charter members, representing Florida Section 6, District 27 of the Little League Softball organization. Collier County Sports Market & Needs Assessment Study Chapter 3 - Page 24 The following table shows the Collier County parks used to program league and tournament play for both the Naples Girls Softball League and the Golden Gate Softball League. Table 3-11 Naples Girls Softball League & Golden Gate Softball League Fields Field Location League Cambier Park Naples NGSL, GGSL Cindy Mysels LL Park Naples NGSL, GGSL Corkscrew Elementary Naples NGSL, GGSL East Naples Community Park Naples NGSL Fleischmann Park (Fields 1-3)Naples NGSL Golden Gate Community Park Naples GGSL Gulf View Middle School Naples NGSL Immokalee Field 2 Immokalee NGSL Lely High School Naples NGSL Max A Hasse Jr Community Park (Field 1 & 2)Naples NGSL, GGSL Naples High School Naples NGSL Sabal Palm Elementary Naples GGSL Seacrest County Day Naples NGSL Sea Gate Elementary Naples NGSL Three Oaks Park Naples NGSL Tony Rosbough Immokalee NGSL Veterans Memorial Park (Field 1-3)Naples NGSL, GGSL Winterberry Park Marco Island NGSL Source: NGSL, GGSL Between the two leagues, there are 18 Collier County fields that are programmed with practices, games and tournaments. NGSL and GGSL seasons start in the middle of February and run through the middle of May. The following table shows the divisions and number of teams for NGSL and GGSL. Table 3-12 NGSL & GGSL Divisions and Teams Division Ages NGSL Teams GGSL Teams Total T-Ball 4,5 4 5 9 Minors 7,8,9,10,11 4 7 11 Majors 9,10,11,12 2 3 5 Jr. Majors 12,13,14 2 --2 Seniors 13,15,16 2 1 3 Total 14 16 30 Source: NGSL, GGSL NGSL and GGSL, collectively, have 30 teams among the five divisions of Little League. On average, a typical little league softball team will have ten players. Across all the parks that are available to both leagues, games and practices are programmed throughout the entire week. The most games are programmed on Friday and Collier County Sports Market & Needs Assessment Study Chapter 3 - Page 25 Saturdays, with one or two games programmed throughout the weekdays. On Sunday, only practices are programmed at the facilities. Local youth, adult and senior programs also have a demand for facilities in Collier County. The Collier County Senior Softball League, formed in 1991, is a 250-member league with three divisions. The divisions are AAA, Major and Recreational. Collectively there are more than 200 games scheduled at North Collier Regional Park from January through March. As with baseball, the third area of demand is from visiting teams and schools that come to Florida for practice and skills clinics during the winter. Universities, colleges, and high schools send teams to the South for practice and early-season games. This need creates demand for quality fields and complexes during the winter season. Another source of demand that is much stronger for softball than baseball is adult slow-pitch leagues, both for men and women. Baseball has few adult leagues, but softball is a popular sport for adults and leagues create further stress on adult-size fields. Implications Softball may have more demand than baseball given the smaller supply of quality fields and complexes that have adult-size dimensions. Adults, college teams, and older youth, both for travel team practice and tournaments, as well as leagues would use additional softball fields. Based on the high level of demand, the supply of softball fields is inadequate. Soccer Youth and adult soccer leagues and tournaments generate great demand for the existing supply of multipurpose and soccer fields in southwestern Florida. Youth soccer, for both genders, has a strong presence in Collier County and surrounding areas. Adult programs also exist to stress the supply of existing fields. The growth of Collier County will continue to create demand for new or expanded leagues and local tournaments. Soccer demand, currently reaching 100 percent of field utilization, is expected to continue to grow in Collier County. Youth soccer leagues in Florida, as in the rest of the United States, are mostly organized through one central organization, the United States Youth Soccer Association (USYSA). Other smaller soccer associations exist and a few youth soccer leagues are only locally organized, but most youth soccer players are within the USYSA system. Within Florida, the USYSA teams are organized through the Florida Youth Soccer Association (FYSA). Based in Auburndale, Florida, the FYSA oversees youth soccer leagues throughout the state and hosts tournaments at the end of each league year. The Executive Director for FYSA was clear that the demand for additional fields continues to grow. The following statements were made. ! FYSA has more than 113,000 participants, which has grown five percent per year for the last five years. The five percent per year growth is expected for the next few years. Collier County Sports Market & Needs Assessment Study Chapter 3 - Page 26 ! Smaller groups, USSSA, AYSO, and USO, probably increase the total to over 150,000 youth soccer participants over the next year. ! With the continued growth of youth soccer, there is a definite need for additional fields. ! The FYSA soccer regional and state tournaments do not need a complex with many fields because it is an elimination tournament. ! The FYSA complex in Auburndale, with eleven full fields, hosts the state tournament without a problem. ! The travel tournaments have a definite need for additional fields. The FYSA complex currently supplements ESPN Wide World of Sports for its large tournaments. ! The best size for large tournaments would be 20 to 25 fields, and at least two-thirds of those fields must have lights. The FYSA indicates that the demand for fields is growing faster than the supply can accommodate. The current leagues have home fields and are barely able to meet the demand, and as soccer grows, more fields, especially adult-sized fields, are needed. As with baseball and softball, tournaments for travel and elite youth soccer teams are a major demand generator for soccer. Several groups in the Collier County area host tournaments throughout the year at North Collier Regional Park. NCRP handles most of the tournaments, but the tournaments could be bigger with more fields. More elite tournaments and those that have all play at one site draw more teams to the area. Collier County Sports Market & Needs Assessment Study Chapter 3 - Page 27 The FYSA affiliate leagues and affiliate groups host tournaments throughout the year. The following table is a list of the soccer tournaments during the first three months of 2016 that FYSA supports. Table 3-13 FYSA Soccer Tournament Schedule: January - March 2016 Date Tournament Location Age Group Gender 1/8 - 1/10 Wellington Wave Soccer Shoot-out Wellington U9-U19 Boys and Girls 1/15 - 1/18 Gasparilla Cup Tampa U6-U7 Boys and Girls 1/16 - 1/17 Kelme Cup Goys/Girls 6v6 & 8v8 Weekend Naples U9-U12 Boys and Girls 1/16 - 1/17 District Commissioners Cup Fort Myers U10-U18 Boys and Girls 1/16 - 1/17 Ormond Beach Invitational Ormond Beach U9-U14 Boys and Girls 1/22 - 1/24 GPS FL Pre-Season Classic Apopka U9-U18 Boys and Girls 1/22 - 1/24 Florida Rush Cup Orlando U9-U19 Boys and Girls 1/23 - 1/24 Kelme Cup Boys/Girls U13-U14 Weekend Naples U13-U14 Boys and Girls 1/23 - 1/24 South Florida Spring Soccer Invitational Plantation U8-U14 Boys and Girls 1/28 - 1/31 PCSL All Star Tournament Auburndale U8-U14 Boys and Girls 1/29 - 1/31 2016 Brandon Cup Land O'Lakes U8-U14 Boys and Girls 1/30 - 1/31 Kelme Cup Boys/Girls U15-U19 Seniors Weekend Naples U15-U19 Boys and Girls 1/30 - 1/31 5th Annual Central Brevard Winter Classic Merritt Island U9-U19 Boys and Girls 2/6 - 2/7 2016 LBS Recreational Cup Winter Haven U8-U16 Boys and Girls 2/12 - 2/15 Disney President's Day Soccer Festival ESPN Wide World of Sports U9-U19 Boys and Girls 2/12 - 2/15 Weston Cup & Showcase Weston & Plantation U9-U19 Boys and Girls 2/12 - 2/15 FC Florida Invitational Stuart U9-U18 Boys and Girls 2/12 - 2/15 Jupiter President's Day Cup Jupiter U8-U12 Boys and Girls 2/13 - 2/14 Junior Pro Invitational Seminole Soccer Complex U8-U14 Boys and Girls 2/13 - 2/14 ASG President's Day Tournament FSU Sports Plex U8-U18 Boys and Girls 2/13 - 2/14 Bazooka Soccer President's Day Tournament Winter Haven U8-U19 Boys and Girls 2/13 - 2/14 Plant City Lancer's President's Day Classic Plant City U9-U18 Boys and Girls 2/13 - 2/14 CDL Showcase 2016 Tampa, Brandon, Clearwater U9-U18 Boys and Girls 2/13 - 2/15 Gator Soccer Showcase Gainesville U9-U18 Boys and Girls 2/13 - 2/15 Hall of Fame - President's Day Miami U9-U12 Boys and Girls 2/26 - 2/18 IMG Suncoast Youth Classic Bradenton U9-U14 Boys and Girls 3/4 - 3/6 Miramar Soccer Cup & Showcase Miramar U9-U19 Boys and Girls 3/4 - 3/6 Disney Soccer Showcase, Girls ESPN Wide World of Sports U14-U19 Boys and Girls 3/4 - 3/6 Adidas Spring Classic Land O'Lakes, Tarpon Springs, Brandon, Palm Harbor U8-U19 Boys and Girls 3/4 - 3/6 9th Largo March Madness Soccer Shootout Dunedin U9-U14 Boys and Girls 3/5 - 3/6 11th Annual Bazooka Soccer College Showcase Apopka U13-U19 Boys and Girls 3/5 - 3/6 Harry Olson Memorial Cup Wesley Chapel U8-U14 Boys and Girls 3/12 - 3/13 2016 Jogo Bonito The Champions Cup Adventura U8-U12 Boys 3/18 - 3/20 Champions Cup Tarpon Springs & Palm Harbor U8-U19 Boys and Girls 3/19 - 3/20 Bazooka Soccer Junior Showcase Winter Haven U8-U14 Boys and Girls Source: Florida Youth Soccer Association The FYSA alone sanctions tournaments nearly every weekend throughout the state. Other organizations, such as Soccer Skills Unlimited, which is a tournament hosting organization, which was formed in 2004 and has completed approximately 120 tournaments. Collier County Sports Market & Needs Assessment Study Chapter 3 - Page 28 The following table is a list of all tournaments organized by Soccer Skills Unlimited for 2016 through 2017 season. Table 3-14 Soccer Skills Unlimited 2016-2017 Soccer Tournament Schedule Date Tournament Location Age Group Gender 4/16-4/17 The Bradenton Cup Bradenton U8-U19 Boys and Girls 4/23-4/24 South Florida 6v6 & 8v8 Cup Coconut Creek U8-U12 Boys and Girls 4/23-4/24 Sports Recruiting USA College Soccer Showcase Naples U15-U19 Boys and Girls 4/30-5/1 2016 Adidas Spring Classic Naples U8-U19 Boys and Girls 5/7-5/8 South Florida 11 v 11 Cup TBA U13-U19 Boys and Girls 5/14-5/15 2016 Metro PCS Cup Apopka U8-U19 Boys and Girls 5/21-5/22 2016 Miami Select Cup Plantation U8-U12 Boys and Girls 5/28-5/30 2016 Sweetbay Memorial Day Cup Naples U8-U19 Boys and Girls 8/6-8/7 The Senior Pre-Season Cup 2016 Bradenton U15-U19 Boys and Girls 9/4-9/5 The Players Labor Day Cup 2016 Apopka U8-U19 Boys 9/24-9/25 2016 Goal to Goal Cup- Region C Pinellas County U8-U14 Boys and Girls 10/1-10/2 8th Annual Goal to Goal Cup- Region A Coconut Creek U8-U14 Boys 11/26-11/27 2nd Annual Thanksgiving Gold Cup Lauderhill U8-U19 Boys 11/26-11/27 5th Annual Soccer Skills Thanksgiving Cup Bradenton U8-U19 Boys and Girls 12/10-12/11 The Gulf Coast Cup 2016 Naples U8-U19 Boys and Girls 1/14/17- 1/16/17 The Dimitri Cup Boys/Girls 6v6 & 8v8 Weekend Naples U8-U12 Boys and Girls 1/21/17- 1/22/17 The Dimitri Cup Boys/Girls U/13-14 Weekend Naples U12-U14 Boys and Girls 1/28/17-1/29/17 The Dimitri Cup Boys/Girls U15-U19 Seniors Weekend Naples U15-U19 Boys and Girls 4/1/17-4/2/17 2017 World Cup Championships Lauderhill U8-U14 Boys and Girls Source: Soccer Skills Unlimited Other demand exists for soccer, including college teams traveling to the area for early spring practice and skills clinics, and adult leagues and tournaments. Based on all of the above, it is clear that demand for soccer fields, especially full-size fields with lights, exceeds the supply while demand continues to grow. Additionally, Adrenaline USA Sports has a proposed project for a multi-use sports complex within Collier County, to accommodate the programs growth as well as local growth. HSP interviewed the Founder/Owner of Adrenaline USA Sports who stated the following: ! Adrenaline USA Sports is comprised of soccer, football, futsal, basketball and volleyball clubs within Southwest Florida. Additionally, Adrenaline USA Sports has a semi-pro soccer team. ! Between all sports, there are 1,800 participants and families in Collier County who participate or attend sporting events. ! Adrenaline Sports has proposed a master plan that incorporates indoor and outdoor facilities at NCRP, which Parks & Rec is supporting. ! Hosts a high school basketball state championship but no facility space in Collier County. ! Ideal facility for indoor facility would include, 10 basketball / 20 volleyball courts for practices, league and tournament play within the program Collier County Sports Market & Needs Assessment Study Chapter 3 - Page 29 ! Ideal facility for outdoor facility would include, three full football fields, 30 to 100 acres of open space to help accommodate soccer, football and lacrosse programs. Lacrosse Lacrosse continues to be the fastest-growing sport at the high school level, and a total of 193,235 players competed in 2015. According to data from the NFHS, from 2010 to 2015, a total of 609 schools added boys’ teams and 560 schools added girls’ teams. Those figures represent a 29 percent increase in the number of boys’ programs and a 30 percent increase in the number of girls’ programs, easily outpacing other sports in terms of percentage growth. In 2015, the state of Florida had an estimated 10,700 lacrosse participants, which is a total growth of 68 percent from 2011 participation levels. Within Florida, the Florida Lacrosse Association (FLA) organizes and promotes youth lacrosse. The FLA is based in Auburndale, Florida. The FLA oversees youth lacrosse leagues throughout the state and creates tournaments at the end of each league year. The Executive Director for FLA was clear that the demand for additional fields continues to grow in the state. The Executive Director stated the following: ! There is a growing demand for high quality fields. Fields need to be well constructed with good drainage, not grass on sand. The sand based fields become dangerous after a few weeks, get easily damaged and lead to injuries. ! Be cautious about over-programming adult leagues and use on higher-quality fields. Adults tend to cause more damage to fields. ! Lights are essential. It gets dark by 6pm from October through March. Coaches are typically volunteer dads who don’t get off work until later. Lights extend use and allow more flexibility when scheduling practices and games. ! Fields need to be larger than just the 120 yards by 60 yards, so lining can adjust and not have the same goal and sideline locations. Fields get less use in high-traffic spots when field layout can be reconfigured. ! Eight lighted fields would be great however, 12 fields are the ideal facility. ! Lacrosse tournaments will range in size from 35 teams to more than 130 teams. ! Lacrosse seasons: ! Youth Leagues - Fall and Spring ! Travel Teams - May through July; November through January ! High School - Practice starts in late January and season extends through April. ! Good fields would definitely be used. Elite college teams come to Florida to practice starting in January, scrimmage each other. Also, elite high school teams make extended visits, usually to South Florida, scrimmage each other. Facilities such as IMG Academy are recruiting youth club teams and collegiate teams to train at their facility in Bradenton. Collier County Sports Market & Needs Assessment Study Chapter 3 - Page 30 FLA utilizes the following facilities. Table 3-15 Florida Lacrosse Association Facilities Facility Location Brantley South Altamonte Springs Northwest Recreation Complex Apopka Green Lawn Field Celebration National Training Center Clermont Palatlakaha Park Clermont Northeast Regional Park Davenport Austin-Tindall Regional Park Kissimmee Lake Mary Prep Lake Mary Soldiers Creek Park Longwood Mitchell Ellington Field Merritt Island Boone High School Orlando Tinker Field Orlando Long Lake Park Oviedo Indian Trails Sports Complex Palm Coast Rockledge Park Rockledge Seminole High School Sanford Sylvan Lake Park Sanford Desoto Park Satellite Beach Tom Brown Park Tallahassee Wellington Soccer Complex Wellington Keene's Point Park Windermere R.D. Keene Park Windermere Windermere Prep Windermere Lake Island Park Winter Park Showalter East Winter Park Trinity Prep High School Winter Park Ward Park Winter Park Winter Park High School Winter Park Source: Florida Lacrosse Association FLA uses fields at the Northwest Recreation Complex in Apopka, which are currently considered the best fields. The facility in Palm Coast has ten fields. However, there is not enough open space between fields so spectators sometimes are at risk of being hit by lacrosse balls. Other facilities used for lacrosse events include Wesley Chapel fields near Tampa, Polo Fields in South Florida, and Lakewood Ranch in Sarasota. HSP interviewed the President of Corrigan Sports Enterprises, a sport tournament marketing and management company. Corrigan Sports Enterprises has held two events in Naples at North Collier Regional Park, the three-day NFHCA Top Recruit Winter Escape (field hockey) in January, and the two-day STX Paradise Shootout (lacrosse) in November. ! Lacrosse and field hockey are both growing within the local area Collier County Sports Market & Needs Assessment Study Chapter 3 - Page 31 ! Lacrosse tournament in November will have 50 teams with 50 athletes per team ! Field Hockey tournament was in January and had 150 teams, 50 athletes per team. Nearly all the teams were from outside the county. All 150 teams stayed in Naples. Additionally, the college coaches’ convention will be in Naples at the same time ! Used to have girls’ lacrosse but the sport outgrew Collier County and went to ESPN Wide World of Sports and another complex ! Girls’ lacrosse has grown to require 27 fields and attract 320 teams for tournaments Collier County Lacrosse Association (CCLA) and Lee County Lacrosse Club (LCLC) are charter members of US Lacrosse and each organizes league and tournament play within Collier County and Lee County. The league season for both CCLA and LCLC starts in January and runs until the end of April. At the end of the season is a tournament that is scheduled for April 30, 2016. The league consists of the following five divisions: ! Boys Seniors U 15 ! Boys Juniors U 13 ! Boys Lighting U 11 ! Boys U 9 ! Girls The following table shows the number of teams for each division for CCLA and LCLC. Table 3-16 CCLA & LCLC Divisions and Teams Division CCLA Teams LCLC Teams Total Boys Seniors U 15 1 1 2 Boys Juniors U 13 2 1 3 Boys Lighting U 11 2 1 3 Boys U 9 2 2 4 Girls --1 1 Total 7 6 13 Source: CCLA, LCLC Between two lacrosse programs, there are 13 teams that compete within the Collier County area. The following table shows the Collier County fields for both the CCLA and LCLC with number of games programmed at each field. Collier County Sports Market & Needs Assessment Study Chapter 3 - Page 32 Table 3-17 CCLA & LCLC Fields in Collier County Field Location Club/Association # of Games Eagle Lakes Community Park Naples CCLA -- Fleischmann Park Naples CCLA, LCLC 90 Gulf Coast High School Naples CCLA 1 North Collier Regional Park Naples CCLA, LCLC 9 Pine Ridge Middle School Naples CCLA -- Seagate Park Naples CCLA -- Vineyards Community Park Naples CCLA, LCLC 81 Total ----181 Source: CCLA, LCLC Collectively, CCLA and LCLC use seven parks in Collier County for league play. For the 2016 season, only four have lacrosse scheduled totaling 181 games. Fleischmann Park has 90 games scheduled, followed by Vineyards Community Park with 81, and the remaining ten games are programmed at North Collier Regional Park with nine and Gulf Coast High School with one. Pickleball Pickleball is played in the United States at an amateur, club and international level. The United States of America Pickleball Association (USAPA) is the governing body for all sanctioned Pickleball events in the United States. Pickleball demand in the nation is growing at a fast pace, with more than 4,000 courts. Pickleball has grown outside of the United States and now has governing bodies for the sport in Canada and India. The following table shows the 2016 USAPA Regional and National Tournament schedule. Table 3-18 USAPA 2016 Regional and National Tournaments Event Location Dates USAPA Southwest Regional Sun City, AZ January 14-17 USAPA Atlantic-South Regional Mobile, AL April 7-10 USAPA West Regional St. George, UT April 14-16 USAPA Mid-South Regional Monroe, LA May 27-30 USAPA Atlantic Regional Portland, ME June 23-26 USAPA Great Lakes Regional Fort Wayne, IN August 12-14 USAPA Pacific Northwest Regional Bend, OR August 12-14 USAPA Great Plains Regional Colorado Springs, CO September 7-11 USAPA Nationals VIII Casa Grande, AZ November 5-13 Source: Hunden Strategic Partners In addition to the USAPA, many national organizations are being created and looking to host larger regional and national tournaments for pickleball around the United States, specifically Spirit Promotions. Spirit Collier County Sports Market & Needs Assessment Study Chapter 3 - Page 33 Promotions is a consulting company that develops and run premier sporting events throughout the country. The 2016 US Open Pickleball Championships is the first of these events and will be held at the East Naples Community Park in Naples, Florida. HSP interviewed the VP of Spirit Promotions and key personnel at the Collier County Parks and Recreation Department. ! Parks and Recreation Department is converting tennis courts to pickleball and are adding new pickleball courts to Veterans Memorial Park and East Naples. ! Parks and Recs have more than 300 memberships in Collier County Parks and Recreation program. ! The US Pickleball Open Championships will be held in Naples annually between 2016 and 2018. Spirit Promotions has a three-year contract with the CVB for the US Open in April 2016 through 2018. ! The six-day event will use 48 courts, including a 700-seat championship court. To accommodate demand and prepare for the event, an underutilized skate park will be redeveloped as 12 new pickleball courts and tennis courts will be converted. The 700-bleacher seats will be removed once he event is over. ! Event is estimating 2,000 to 5,000 visitors between participants and spectators. Event will include live music in a beer garden, country music bar, and free entertainment will be open to the public. ! VIP tickets with box seating will be upgrades to general admission tickets. Pickleball for All is another national organization that is creating demand for facility space in Florida. Currently, Pickleball for All has plans for four major events in Florida for 2016, with plans for expansion into other markets upon success. Football Football is a popular sport in the United States and especially in Florida. Pop Warner Little Scholars (Pop Warner Football) and USA Football are a few of the largest governing bodies for the sport of football in the United States. USA Football is dedicated to teaching proper techniques and setting guidelines for leagues and coaches to be certified in. Pop Warner football programs are organized by age and weight divisions. Collier County Sports Market & Needs Assessment Study Chapter 3 - Page 34 The following table shows the age/ and weight divisions. Table 3-19 Pop Warner Ages and Weights for Tackle Football Age/Weight Division Age(s)Certification Weight End of Season Weight Tiny-Mite 5,6,7 35-75 lbs 79 lbs Mitey-Mite 7,8,9 50-100 lbs 104 lbs Jr. Pee Wee 8,9,10 65-115 lbs 119 lbs Older/Lighter 11 65-95 lbs 99 lbs Pee Wee 9,10,11 80-130 lbs 134 lbs Older/Lighter 12 80-110 lbs 114 lbs Jr. Midget 10,11,12 95-155 lbs 159 lbs Older/Lighter 13 95-135 lbs 139 lbs Midget 12,13,14 110-180 lbs 184 lbs Older/Lighter 15 110-160 lbs 164 lbs Unlimited 11,12,13,14 105 min.-- Source: Pop Warner There are seven age and weight divisions within Pop Warner football ranging from the ages of five to 15 years old. The Jr. Pee Wee, Pee Wee, Jr. Midget and Midget divisions have the ability to allow one grade higher to participate in the division if they meet the older/lighter certification weights. Pop Warner football is divided into regions and Florida falls in the Southeast Region. The Southeast Region has regional playoffs, bowl games and a national championship game at the end of each regular season. Within the Southeast Region are 12 conferences and Collier County teams compete in the Peace River Conference. Collier County Sports Market & Needs Assessment Study Chapter 3 - Page 35 The following table shows the 20 club associations and locations in the Peace River Conference. Table 3-20 Peace River Conference Clubs and Locations Club Association Location Field Cape Coral Junior FA Cape Coral Caloosa Middle School Cape Youth Storms Cape Coral Storm Football Complex Charlotte Warriors Sarasota Twin Lakes Park Clewiston Cougars Clewiston Clewiston Middle School Cypress Lake Hornets Fort Myers Rutenberg Park Englewood Cats Englewood Ann Dever Memorial Regional Park Estero Mustangs Estero Estero High School Fort Myers Junior Firecats Fort Myers Brooks Park Immokalee Seminoles Immokalee Gary Bates Stadium LaBelle Longhorns LaBelle LeBelle Longhorns Field Lehigh Acres Raiders Lehigh Lehigh Acres Community Park North Naples Bears Naples Palmetto Ridge High School Naples Gators Naples Fleischmann Park Naples Hurricanes Naples Barron Collier High School North Fort Myers Knights Fort Myers North Ft. Myers Community Park North Port Mustangs North Port Larry Thoennissen "Mustang" Field Port Charlotte Bandits Port Charlotte Bandit Field Sarasota Sun Devils Sarasota Twin Lakes Park Riverdale Wildcats Riverdale Buckingham Community Park Venice Vikings Venice Wellfield Park Source: Peace River Conference In addition to Pop Warner football, there are other national and state organizations such as Southwest Florida Youth Football League (SWFYFL) and National Youth Football Alliance (NYFA) that also program league play that create demand throughout the local facilities. The Football University (FBU) is a national organization that develops the ability and skill of football players from fifth to 11th grade, through camps, bowls, clinics, combines and a national championship tournament. The FBU National Championship game will be held at Naples High School in Naples, Florida in 2016. The FBU National Championship is the result of 192 teams across 16 different regions of the United States who compete in leagues and regional tournaments to 64 final teams who then proceed to the National Championship tournament. The tournament includes more than 6,000 athletes in sixth, seventh and eighth grade and is a six-round tournament, similar to the format of the NCAA Men’s basketball tournament. HSP interviewed representatives from FBU National Championship, Adrenaline Sports and other organizations. The feedback regarding football demand is summarized below. ! FBU National Championship is the result of two concepts, the Little League World Series and the NCAA Men’s Basketball Tournament. ! The final four of the championship will be held at Naples High School in 2016, and will host the final four teams for the sixth grade, seventh grade and eighth grade tournaments. Collier County Sports Market & Needs Assessment Study Chapter 3 - Page 36 ! The National Championship game and regional games bring an average of 1,500 spectators per game and provide hotel and economic impact to the local area. ! Currently, FBU National Championship is looking for a long-tern commitment from Naples, Florida to develop a dedicated stadium. Participation and popularity of the tournament has grown larger than most regional and national championship sites can accommodate. ! If a dedicated football stadium is built in Naples, Florida, FBU is interested in bring the final eight teams for each grade to Naples and expand to a two-week event. ! An ideal football complex for the FBU National Championship would be one main lighted, field turf, football stadium with bleachers on both sides of the field, with a capacity range of 2,000 to 2,500. The stadium would need to include a scoreboard, locker rooms, concession stands and parking. In addition to the stadium, there needs to be at least one practice field, although two would be preferred. ! Naples as a destination is attractive to FBU National Championship and falls within the parameters of the stadium needing to be with in a five-mile radius of hotels, dinning and entertainment options, and having close proximity to the beach is a major destination plus. ! In addition to just the National Championship game, FBU is looking to find more permanent homes for camps, clinics and showcases that occur throughout the year. ! Availability of multipurpose fields for football use is low with NCRP not allowing football use. ! Programming of specific fields to allow football would better accommodate local use. ! Adrenaline’s football program has 78 teams and currently rents out open land from private owners to accommodate the demand of league play. ! Ideally, Adrenaline needs three full football fields dedicated to the program to fulfill the growth of the league. ! Adrenaline key personnel indicated that with 21,000 kids from elementary to middle school, all sport programs are growing and there are not enough facilities to accommodate these programs. Several other sports also create demand for facilities in Collier County. They include the following: Basketball Basketball is played in the United States at an amateur, club, intercollegiate, and international level. The United States of America Basketball (USAB) is the governing body for all sanctioned basketball events in the United States. Part of the USAB umbrella is the Amateur Athletic Union (AAU), which is the largest national organization that sanctions regional, national and international events for the sport of basketball. AAU Basketball, nationally, has more than 670,000 participants of all ages and all sports. The district that Collier County falls under in AAU is the AAU Florida District. For the local and regional AAU impact, the AAU tournaments for the Florida District are all held at the Big House in Taveres, Florida. The Big House is a nine- hardwood court facility. Collier County Sports Market & Needs Assessment Study Chapter 3 - Page 37 The following table shows the 2016 tournaments for both boys and girls basketball at the Big House. Table 3-21 The Big House - AAU 2016 Tournaments Date Tournament Feburary-27 Big House Basketball March-16 Big House Basketball March 19-20 AAU Basketball Super Regional March 26-27 AAU Member Appreciation Easter April 29- May 1 AAU Boys Basketball State Championship May 6-8 AAU Boys Basketball State Championship May 13-15 AAU Girls Basketball State Championship May 28-29 AAU Member Appreciation Memorial Day June 11-12 AAU North District Qualifier Source: AAU Florida District The Big House - AAU 2016 Tournaments Gender/Age Group Boys and Girls Boys and Girls Boys and Girls Boys and Girls 8U-14U 9U-12U Girls Boys and Girls Boys and Girls Locally, AAU Florida District has more than 27 clubs within a 50-mile radius of Collier County. The current local facilities are reaching capacity with local demand such as practices, training and club program rentals. The large and established user groups have either developed their own facilities to operate or secured user agreements with facilities to accommodate their demand and events. Collier County Sports Market & Needs Assessment Study Chapter 3 - Page 38 The following table shows the local AAU clubs within a 50-mile radius of Collier County. Table 3-22 AAU Clubs With 50-mile Radius of Collier County Club Location Phenoms Basketball Naples EOM Sports Naples Florida Phenoms Naples Florida Saints Naples Naples Sparks Naples SELECT Naples Naples Venom Naples EM Sports Naples Florida All Stars Naples SWFL Youth Basketball Fort Myers Ave Maria Vipers Ave Maria Florida Flame Fort Myers High Hoops Fort Myers Florida Future Elite Fort Myers Lehigh Devils Lehigh Acres Tony Perkins Basketball Skills Academy Lehigh Acres Broadway Ballers Fort Myers Lehigh Nets Lehigh Acres Lady Liberty Cape Coral Cape Warriors Cape Coral Showtyme Boys Fort Myers Lee County Sports Development Fort Myers College Bound Florida Cape Coral Florida Future Elite Fort Myers DasHuh Basketball Foundation Fort Myers Griffins Cape Coral Florida Future Alva Source: AAU Florida District In addition to AAU, many other national and local programs, such as Naples Youth Basketball League (NYBL) create demand for the limited amount of facilities in the area. The NYBL is using many middle schools and local community centers for practice and league games. The majority of basketball facilities in Collier County have less than four courts, and are reaching capacity for usage by the current demand. The popularity of basketball both locally and in the state is growing and without additional facilities in Collier County, many programs will have to look outside of the county to accommodate the growth. Collier County Sports Market & Needs Assessment Study Chapter 3 - Page 39 Volleyball Volleyball is played in the United States at an amateur, club, intercollegiate, and international level. The United States of America Volleyball (USAV) is the governing body for volleyball in the United States and also sanctions volleyball events. USAV is divided into regions and the Florida Region is the region that the Collier County falls under. The Florida Region programs many tournaments in the local, regional and state level. The Florida Region of USAV governs indoor volleyball, outdoor volleyball and sitting volleyball and was established in 1982. The Florida Region is divided into four districts, and District 3 is the district that Collier County falls under. The following table shows the Florida Region Scheduled Events for 2016. Table 3-23 2016 Florida Region Indoor Volleyball Schedule Date Tournament Location Gender/Age Group 16-January Team Florida HP Tryouts Daytona Beach Boys and Girls 9-10-January Florida Girls' Club Cup (Tour of Champions Event)Daytona Beach Girls 9-10-January Florida Boys' Pre-Q Daytona Beach Boys 29-January Team Florida HP Tryouts (National & Regionals)Ft. Lauderdale Boys 30-31-January Florida Fest Boys' Bid Tournament Ft. Lauderdale Boys 13-15- February Florida Girls' National 18Q Ft. Lauderdale Girls 19-February Team Florida HP Tryouts Jacksonville Girls 20-21-February JJVA JAX Jam (Tour of Champions Event)Jacksonville -- 26-February Team Florida HP Tryouts Tampa Girls 27-28-February Molten Pre-Q (Tour of Champions Event)Tampa -- 4-March Team Florida HP Tryouts Miami Boys and Girls 5-6-March Cloverleaf (Tour of Champions Event)Miami -- 12-13-March Florida Girls' Regional 18Q (National Bids Only)Jacksonville Girls 29-April Florida Regional Awards Ceremony Orlando Boys and Girls 29-April - 1-May ASICS Girls' Junior Regional Qualifier Orlando Girls 30-April - 1-May Girls' Jr. Regional VB Championships Orlando Girls 14-May Team Florida HP Development Camp Daytona Beach -- 27-May - 1-June USA Volleyball Open National Championship Orlando Boys and Girls 28-31-May PLV Championships Orlando -- 3-5-June Team Florida HP Training Camp Daytona Beach -- 11-12-June Boys' Jr. Regional VB Championship Ft. Lauderdale Boys 19-23-July USA Volleyball HP Championship Ft. Lauderdale Boys and Girls Source: USAV Florida District In addition to USAV, AAU is a large organizing body that also sanctions its own volleyball events. AAU travel teams participate in tournaments around Florida and surrounding regions with the ultimate goal of playing at the AAU Nationals in Orlando, Florida. AAU Volleyball within Florida has grown rapidly over the past few years and is continuing to grow. Collier County Sports Market & Needs Assessment Study Chapter 3 - Page 40 The following table shows the local AAU volleyball clubs within a 50-mile radius of Collier County. Table 3-24 AAU Clubs With 50-mile Radius of Collier County Club Location EOM Sports Naples Florida Gulfside Volleyball Academy Naples EM Sports Naples Naples Junior Volleyball Naples Florida Heatwave Volleyball Naples Adrenaline USA Sports Naples Bonita Springs YMCA Volleyball Bonita Springs USA South Volleyball Estero Fort Myers Fusion Volleyball Fort Myers Southwest Sunset Volleyball Club Fort Myers Cowgirl Country Volleyball Club Labelle Source: AAU Florida District HSP interviewed key personnel at the Collier County Parks and Recreations Department and the Founder/Owner of Adrenaline USA Sports. The following is a summary of both interviews: ! The Collier County Parks and Recreation Department currently has programs at Golden Gate Community Park, Immokalee Parks, NCRP and Vineyards Community Park. ! The Collier County Parks and Recreation Department indicated that the demand for the sport is growing at a fast pace, but have limited facilities to play. ! Adrenaline Volleyball stated they are looking for at least ten basketball/20 volleyball courts to hold their growing volleyball program. ! Local teams tend to leave Collier County for tournaments. In the past four years, 2013 was the only year to hold a tournament in Collier County. Implications There are few complexes capable of hosting soccer, baseball/softball, basketball, volleyball and other sports programs in Collier County. While these facilities vary in size and offer a wide range of programs and activities, few are designed to accommodate regional or national events and destination tournaments that Collier County could attract. Facilities currently focus on local play and smaller to mid-sized tournaments, and are overlooked by larger, more impactful events. There is currently unaccommodated demand for outdoor sports in the area, specifically baseball, softball, football and soccer. Little league and other youth baseball leagues are at capacity, and organizations such as Cal Ripken/Babe Ruth are adding to the demand for facility usage in the area. Collectively, all local, state and national programs stated that demand for fields is growing faster than complexes that can accommodate them. TABLE OF CONTENTS ------------ Executive Summary Chapter 1 Collier County Facilities Overview Chapter 2 Economic and Demographic Analysis of Collier County Chapter 3 Local Sports Facility Supply and Demand Analysis Chapter 4 Regional Sports Facility Supply Analysis Chapter 5 Tournament Opportunity Analysis Chapter 6 Hotel Market Overview Chapter 7 Recommendations Chapter 8 Sports Marketing Plan Chapter 9 Demand and Financial Projections Chapter 10 Economic, Fiscal and Employment Impact Analysis Collier County Sports Market & Needs Assessment Study Chapter 4 - Page 2 STATEWIDE & REGIONAL COMPETITIVE ASSESSMENT HSP evaluated state and regional facilities to determine the level of competition in Florida and surrounding region to understand the facility components that would competitively position Collier County as a potential site for events in the state and potentially the region. The various sports complexes located in Florida compete to host state tournaments, while appealing to local and regional users as a destination for practices, leagues, neutral game sites and tournaments. These facilities, depending on location, are likely to compete with a Collier County facility on a state, regional and potentially local level. The athletic complexes throughout Florida that would be competitive with a new Collier County sports facility vary in size, amenities and in quantity depending on the sport. The major facilities that would compete are complexes hosting major tournaments. Facilities in surrounding states would likely not compete with the sports facility for local leagues and participants. This section presents a range of youth sports complexes that all have similar characteristics to what is envision in Collier County. While subtle differences are found between each facility, each complex’s business model includes scheduling tournaments. These tournaments attract a significant number of non-local attendees and has a direct impact on the local hotel market through room nights generated. These facilities also maintain local leagues to help supplement each facility’s usage and financials. Scheduling priorities are a challenge for nearly every facility. Facilities with expectations to generate economic impact place an emphasis on tournaments while local groups are offered usage based on calendar availability after tournaments are scheduled. Some facilities have demonstrated the ability to attract more than just soccer, baseball or softball events, further enhancing usage opportunities and financial performance. A sports complex’s success will depend on how well the facility’s schedulers and staff can meet the standards set by these regional facilities. Not only do these complexes offer insight into the facility mix in the region,, they will also serve as competitors for many tournaments and events. Collier County Sports Market & Needs Assessment Study Chapter 4 - Page 3 The following table provides an overview of the competitive and comparable sports facilities that regularly host tournaments and events in Florida and surrounding states. Table 4-1 Collier County Regional Athletic Facilities Facility City Miles from NCRP Basketball Diamonds Multipurpose Tennis Pickleball Volleyball Total JetBlue Park Fort Myers 24 --7 6 ------13 Hammond Stadium/CenturyLink Sports Complex Fort Myers 25 --10 --------10 Englewood Sports Complex Englewood 93 --10 4 6 6 --26 Premier Sports Campus at Lakewood Ranch Lakewood Ranch 112 ----22 ------22 Lakewood Ranch Park Lakewood Ranch 115 --10 --------10 IMG Academy Bradenton 117 4 7 14 52 ----77 Sugar Sand Park Boca Raton 123 --6 --------6 Tamiami Park Miami 126 1 16 1 6 ----24 Lake Myrtle Sports Park Auburndale 138 --5 11 ------16 Village Park West Palm Beach 152 --4 20 ------24 Sid Lickton Complex Clearwater 160 --7 --------7 Eddie C. Moore Softball Complex Clearwater 162 --9 --------9 ESPN Wide World of Sports Complex Orlando 168 6 10 17 10 --12 55 Wiregrass Ranch Sports Complex*Tampa 172 --19 ------19 USTA Tennis Center Lake Nona 187 ------109 --109 Seminole County Sports Complex*Sanford 211 --15 --------15 Seminole Soccer Complex Sanford 211 ----11 ------11 Cocoa Expo Sports Center Cocoa 226 11 17 --14 ----42 Ocala Rotary Sportsplex Ocala 244 --11 --------11 Ormond Beach Sports Complex Ormond Beach 249 --9 10 ------19 Nations Park Newberry 285 --16 --------16 St. Augustine Little League St. Augustine 288 --9 ------9 Jacksonville Ice & Sportsplex Jacksonville 320 5 --------5 10 Patton Park Jacksonville 325 ----13 ------13 Meadows Soccer Complex Tallahassee 424 ----10 ------10 James Messer Sports Complex Tallahassee 431 --11 --------11 Frank Brown Park Panama City Beach 535 --9 7 4 ----20 Ashton Brosnaham Park Pensacola 616 ----10 ------10 Grand Park Athletic Complex Myrtle Beach 679 --9 --------9 Average ----5 10 11 29 6 9 22 North Collier Regional Park Collier County --2 5 8 ----4 Difference from average -3 -5 -3 -29 -6 -5 Source: Hunden Strategic Partners Collier County Sports Market & Needs Assessment Study Chapter 4 - Page 4 The following figure shows the location of the athletic facilities in the region. Figure 4-1 Of the listed facilities, the smaller facilities generally have a one or two sport focus. The tendencies for these facilities are to establish a reputation as a premier, and ultimately the destination, facility for a particular sport that can organize and operate events on a weekly basis. These facilities carve a niche in the market in order Collier County Sports Market & Needs Assessment Study Chapter 4 - Page 5 to compete with comparable facilities, large destination facilities and to differentiate from community park facilities. The large destination facilities strive to offer a one-site venue that has facilities to accommodate large regional, state and national tournaments. For this reason, these facilities become attractive venues due to the number of fields, diamonds or courts they offer. These facilities were once sport specific, but are now are being developed with facilities for multiple sports. Additionally, there are a few examples of small- to mid-sized facilities that were built to be flexible multi-use facilities that can accommodate several types of sports or events. This trend is generally seen in newer developments, as the private and public sectors look to be more efficient with not only space, but monetary investments as well. The following discussion profiles regional facilities. Englewood Sports Complex – Englewood, FL Englewood Sports Complex is located approximately 93 miles northwest of North Collier Regional Park in Englewood. The 136-acre facility offers the following: ! Two senior softball fields ! Four little league baseball fields ! Two youth softball fields ! Two adult softball fields ! Four soccer fields ! Six tennis courts ! Six outdoor pickleball courts ! One outdoor basketball court Collier County Sports Market & Needs Assessment Study Chapter 4 - Page 6 The following figure shows pickleball courts at the Englewood Sports Complex. Figure 4-2 The Englewood Sports Complex is operated by Sarasota County Parks, Recreation and Natural Resources. The complex also offers a playground, indoor rental space, indoor gymnasium, and weight room. The complex is home to several leagues including youth soccer leagues. Premier Sports Campus at Lakewood Ranch – Lakewood Ranch, FL The Premier Sports Campus, located 17 miles northeast of Sarasota off of State Road 70, was opened in April of 2011. The 140-acre complex is home to 22 full-sized, multipurpose fields, eight of which have lights. Premier Sports Campus is located in Lakewood Ranch, an 8,500-acre master-planned community, located on Florida's Gulf Coast, close to I-75. Lakewood Ranch consists of eight villages, with townhomes to custom estates, while the area surrounding the Premier Sports Campus at Lakewood Ranch include family-friendly restaurants, A-rated schools, unique shops and boutiques, business parks, hospital and medical center, three different designed golf courses; an athletic center with fitness, aquatics and 18 lighted tennis courts; even polo and cricket clubs. The area also provides passive uses with more than 150 miles of sidewalks and trails, community parks, lakes and nature preserves, and forest and wetland preserves. The combination of the success of commercial properties, the Main Street shopping area, the Premier Sports Campus, Sarasota Polo Club, and the Ancient Oak Gun Club, Lakewood Ranch is viewed as a premier new- home destination on Florida's West Coast. Collier County Sports Market & Needs Assessment Study Chapter 4 - Page 7 The following figure shows an overhead view of the complex. Figure 4-3 ! The campus has hosted several national and international events such as the Ultimate Frisbee National Championships, Florida Youth Soccer Association tournaments, 3D Lacrosse Blue Chips training camps, and the Nike International Friendlies Soccer tournament. In addition to the regional and national tournaments, Premier Sports Campus is the home to six tenants, including the Lakewood Ranch Chargers Soccer Club, Monsters Lacrosse Academy, and the Sarasota Surge Rugby Club. Lakewood Ranch Park – Lakewood Ranch, FL Lakewood Ranch Park provides Manatee County with six regulation baseball fields, four softball fields, and two youth fields. The complex is a regular host for USSSA tournaments, including the U18, U16, and U14 fast pitch Summer Storm Open and Winter Storm Showdown. Collier County Sports Market & Needs Assessment Study Chapter 4 - Page 8 The following figure shows an aerial view of the complex. Figure 4-4 ! IMG Academy – Bradenton, FL IMG Academy is a private athletic training institute for youth, high school, collegiate, and professional athletes locate in Bradenton, FL. The academy, founded in 1978, provides students with college preparatory school in addition to elite athletic training and competition. Individuals can also attend campus to receive specialized training in their respective sport. IMG is the home to U.S. Soccer’s full-time residency program for the United States’ U-16 and U-17 national teams. The academy has trained hundreds of Olympic and professional athletes. IMG annually has more than 800 on-campus students, more than 10,000 camp-goers, while also hosting three to four large annual tournaments for each of its eight programs. IMG will also be a host site for a few high-profile tournaments hosted by third-party event organizers. IMG’s athletic facilities include: ! Four tournament baseball fields ! Twelve multipurpose fields ! A Spring Training Baseball complex ! A 40,000-square foot fieldhouse ! A championship football stadium with 5,000 seats, expandable up to 10,000 seats ! 35 outdoor tennis courts, five indoor courts, and 16 clay courts ! 18-hole championship golf course Collier County Sports Market & Needs Assessment Study Chapter 4 - Page 9 The following figure shows the layout of the campus. Figure 4-5 ! IMG’s 500-acre campus is currently undergoing a more than $35 million renovation and expansion that included the construction of the 5,000-seat football stadium, five-story residence hall, new multi-sport complex and the Prince Innovation Center. IMG only competes with other large tournament facilities for high-level elite events. Some of the main competitors for elite tournaments are ESPN Wide World of Sports and the National Training Center. Sugar Sand Park – Boca Raton, FL Sugar Sand Park is located approximately 120 miles due east of North Collier Regional Park in Boca Raton. The Park was developed by the Greater Boca Raton Beach & Park District and is operated by the City of Boca Raton. The 132-acre park offers six baseball diamonds, in-line hockey rink and the Field House. Collier County Sports Market & Needs Assessment Study Chapter 4 - Page 10 The following figure shows the layout of Sugar Sands Park. Figure 4-6 Sugar Sand Park offers youth and adult leagues in basketball and volleyball. Throughout the year the park provides classes for kids ages three to five to introduce and improve skills in basketball, baseball, soccer, golf, hockey and football. The Park also has gymnastics, rhythmic gymnastics, cheerleading and Tae Kwon Do classes. There are also several fitness classes offered to adults including, fit mom-to-be workout, fit mom boot camp and jazzercise. Tamiami Park – Miami, FL Tamiami Park is located 117 miles south east of Collier County in Miami. The park was built in the late 1960s on the site of the former Tamiami Airport. Tamiami Park is operated by the Miami-Dade County Parks & Recreation Department. The park has the following: ! 16 baseball diamonds ! One basketball court ! One multipurpose field, with lights ! Six tennis courts ! Pool Tamiami Park offers youth leagues for baseball, basketball, cheerleading, football, soccer, softball and volleyball. The facility hosts the Dade-County Youth Fair, and has hosted the IndyCar World Series. The park is also the center of the local baseball community. Collier County Sports Market & Needs Assessment Study Chapter 4 - Page 11 Lake Myrtle Sports Park The home complex of the Florida Youth Soccer Association, Lake Myrtle Sports Park was built in 2009 at a cost of $21 million. The park is owned by the city of Auburndale and managed by the Auburndale Parks and Recreation Department. Lake Myrtle Sports Park features ten lighted, fully irrigated soccer fields sodded with Bermuda grass, five lighted baseball fields, and a championship stadium. The baseball fields are shown in the following figure. Figure 4-7 In addition to hosting state and regional tournaments for the Florida Youth Soccer Association, the complex has also hosted the American Collegiate Rugby Association Championships and World Amateur Baseball Association Championships. Village Park – West Palm Beach, FL Village Park is located approximately 150 miles north east of Collier County on the north side of West Palm Beach off of I-95. Village Park fitness offers the following: ! 17 soccer fields ! Three football fields ! Four baseball fields ! Two hockey rinks ! Gymnasium Collier County Sports Market & Needs Assessment Study Chapter 4 - Page 12 The next figure shows the layout of Village Park. Figure 4-8 The fields at Village Park are home to the Wellington Soccer Club. The club has 24 boy’s teams and 20 girl’s teams for ages eight to 19. Wellington Soccer Club has traveling teams and also offers training and skills classes. Sid Lickton Complex – Clearwater, FL The Sid Lickton Complex is located on the east side of Clearwater off Keene Road. The facility is operated by the City of Clearwater Parks & Recreation Department. The complex features five baseball fields and two softball fields. Collier County Sports Market & Needs Assessment Study Chapter 4 - Page 13 The following figure shows the seven fields at the Sid Lickton Complex. Figure 4-9 The Sid Lickton Complex was given a $3.3 million renovation in 2014, which added a new concession area and renovated six of the fields. In the center of the five-field “flywheel” is a two-story building that features the concession stand, press box, restroom and five individual score board stations. The facility is home to Clearwater Little League baseball and softball. The renovation added a full sized field that will allow players to stay active at the facility after they grow out of the Little Leagues and will be able to play here until they are 16 ears old, instead of leaving to go to other facilities like the players would have to do before the renovation. Eddie C. Moore Softball Complex – Clearwater, FL The Eddie C. Moore Softball Complex is located in Clearwater, Florida. The Eddie C. Moore Complex is Clearwater's national and state award winning softball facility, featuring nine softball fields including five 300- foot fields, two 250-foot fields, and two 200-foot fields. The facility has soft toss areas and four covered batting tunnels. The complex is the home of the Clearwater Bullets, a competitive fast pitch softball club established in 1995. Collier County Sports Market & Needs Assessment Study Chapter 4 - Page 14 The following figure shows a layout of the complex. Figure 4-10 ! The facility is a regular host site of USSSA and NSA Florida Fast pitch tournaments. Some of the major events held at the sports complex include the USF/Adidas Softball Invitational, USA Women's National Softball Team, USF Speedline Softball Invitational, Michele Smith Gold Softball Camps, and the National Softball Association Bombers Tournament. ESPN Wide World of Sports - Orlando, FL Rebranded from Disney’s Wide World of Sports Complex to the ESPN Wide World of Sports Complex in 2010, The Walt Disney Company has created an amateur and minor league sports complex that is the state- of-the-art for youth and amateur sports complex facilities in the United States. Disney built the facility for $100 million on 220 acres in 1997, and it is currently the spring training home of the Atlanta Braves. The complex features: ! Champion Stadium: A 9,500-seat championship baseball stadium that is the spring training home of the Atlanta Braves. The complex has hosted previous World Baseball Classics, Atlantic 10 baseball tournaments, and high school baseball games. ! HP Fieldhouse: A 70,000 square feet, 5,000-seat multipurpose arena that is home to the NCAA Old Spice Classic. The fieldhouse can be fitted to accommodate basketball, volleyball, and dance and cheerleading events. ! Jostens Center: A 1,200-seat multipurpose arena that can be formatted to hold six basketball courts or twelve volleyball courts. ! HESS Sports Fields: Elven multipurpose fields, including a 1,000-seat championship stadium. Two of the fields are equipped for night play, and four fields are constructed to international soccer dimensions. Collier County Sports Market & Needs Assessment Study Chapter 4 - Page 15 ! Baseball Quadraplex: Four regulation baseball fields, a practice field, ten bullpens, and batting tunnels. Includes two lighted fields. ! Diamondplex: Six youth/softball fields ! Ten tennis courts, including a 1,000-seat center court stadium ! A 500-seat competition track facility that includes nine track lanes, three shot put rings, two discus rings, a javelin runway, two high jump areas, and two pole vault runways. In addition to the rebranding in 2010, the complex installed HD video scoreboards at the larger venues, a new complex-wide audio system, and HD broadcast production facility for televised events. The following figure shows an overhead view of the complex. Figure 4-11 ! Overall, the quality of the facilities is excellent and the landscaping, hardscaping and theming of the entire park evokes the sense that this is a championship facility worthy of its status as a Disney entity. The complex is a regular host of AAU, USSSA, and other national championship events, including the USSSA World Series, Pop Warner National Championships, AAU Volleyball National Championships, AAU Track and Field National Championships, and the cheerleading and dance national championships. In January 2016, Disney announced plans for a new multi-story building located behind the Jostens Center, adding 286,000 square feet of space. Also part of the plans is a new parking lot, located on the right hand side of the complex behind Jostens Center. Disney has stated that the building will be the world's first venue specifically for cheerleading and dance. Construction of the new facility is expected to be complete by mid- 2017. Disney is teaming with the cheerleading organization Varsity Spirit to create the space. The building will include a flexible design for one large competition space that can be set up for as many as four competition areas. With seating for more than 8,000 people, the new multi-use building could also host six regulation basketball courts, six regulation volleyball courts, or concerts. The resort currently hosts cheerleading Collier County Sports Market & Needs Assessment Study Chapter 4 - Page 16 competitions in other venues at its sports complex and at Disney's Hollywood Studios. The new space will allow Disney to bring in more competitions as the sport grows. Wiregrass Ranch Sports Complex– Tampa, FL Pasco County Commissioners approved the plans for the 120-acre Wiregrass Ranch Sports Complex in January of 2014. The project includes nine major league baseball regulation fields and a stadium, in addition to ten youth-sized fields. The project is still in the final stages of securing financing. Blue Marble Strategic, the developer of the $34 million project, is currently in the process of reaching out to Major League clubs that are looking for a new spring training facility. The following figure shows a rendering of the field layout. Figure 4-12 ! USTA Tennis Center The United States Tennis Association announced in the summer of 2014, its plans to build a state-of-the-art tennis complex in Lake Nona, Florida. The complex will be located on 63 acres of land, providing space to host a range of tennis events from youth tennis team events to national championships. The USTA is partnering with Lake Nona Land Company, a developer, and a consortium of regional and state partners to construct the facility. The completion of the project is target for the end of 2016. Collier County Sports Market & Needs Assessment Study Chapter 4 - Page 17 The following figure is a rendering of the planned USTA Tennis Center. Figure 4-13 The new facility will feature 100-plus courts and will house the USTA’s Community Tennis and Player Development divisions. It will be divided into dedicated areas that will focus on the youngest players to recreational competitors of all ages and ability levels, and from collegians to future pros and professional tour- level players. The facility will include the following: ! A tournament and league area that will include 24 clay courts, 16 hard courts and two player pavilions. This area will also feature a tournament administration office that will include trainer rooms, a stringer area, player lounge, public restrooms and a check-in area. ! A collegiate tennis area that will feature 12 hard courts and one future tournament show court, allowing two collegiate matches to be played simultaneously. The courts will be equipped for television and have seating for 1,200 spectators, and the area will feature a two-story pavilion for concessions, public restrooms, team locker rooms and areas for trainers and officials. This area will also serve as the home of the University of Central Florida men’s and women’s varsity tennis programs. ! A Team USA area that will include 12 hard courts. The courts will be utilized by the 17 USTA sections, along with coaches and their players throughout the country, to work with USTA Player Development. ! A high performance and player development area that will include eight hard courts and eight red clay courts for USTA Player Development, with plans for six covered courts in the future. The space includes dorms that can house 32 boys and girls as well as a strength and conditioning space. Collier County Sports Market & Needs Assessment Study Chapter 4 - Page 18 ! Eight 36-foot and eight 60-foot courts that will enable youth and adults to develop their games. ! A USTA office building. The ground floor will include a tennis pro shop, fitness area, locker rooms, player lounge and cafeteria, with USTA offices occupying the second floor. The planned tennis center will add a significant amount of tennis courts to the market. Although the facilities will likely not be available for open recreational use, it is expected to regularly host tournaments as well as high-profile championships. The development will be the largest tennis facility in the United States and likely “category killer” for tennis facilities in Florida. No other facilities will be able to accommodate events like the USTA Tennis Center. Seminole County Sports Complex (Under Development) Seminole County commissioners approved the plans for the 102-acre Seminole County Sports Complex in February of 2014. When completed, the complex is planned to feature 15-lighted athletic fields with synthetic turf that can be configured for baseball, softball, soccer, football and lacrosse. The county will use a mix of revenue sources, including tourism taxes, to pay for bonds to build the complex. The following figure shows the complex under development as of December 2014. Figure 4-14 Construction began in February of 2015, and the project is estimated to cost $27 million. County directors plan to host state, regional, and national tournaments on the weekends while allowing for local use during the week. The project is expected to be completed by the summer of 2016. Collier County Sports Market & Needs Assessment Study Chapter 4 - Page 19 Cocoa Expo Sports Center – Cocoa, FL The Cocoa Expo Sports Center, built in 1964 as the spring training home of the Houston Colts, is currently in the process of a $40 million renovation, which has been delayed due to zoning and permit restrictions. When completed, the facility will include: ! A 10,000-square foot gym with 11 NBA/BCAA/FIBA hardwood courts ! 14 hardwood volleyball courts ! 30,000-square foot training facility ! 17 baseball fields, seven of which are NCAA regulation ! 16 bullpens and 15 batting cages A rendering of the complex is shown in the following figure. Figure 4-15 Ocala Rotary Sportsplex – Ocala, FL Ocala Rotary Sportsplex is located off of SE Maricamp Road seven miles southeast of downtown Ocala. The 80-acre Rotary Sportsplex was Florida Governor Jeb Bush’s second public/private partnership. It was established in 1997 after a group of residents created a plan, formed a community alliance and approached the City of Ocala and Marion County with the idea to build a sports complex. Ground was broken Collier County Sports Market & Needs Assessment Study Chapter 4 - Page 20 in October 1997, and by September 1998, a ten-field facility was open. Today, there are 16 fields, serving thousands of players each year with more than $3 million in donated materials and services. The facility was developed to attract and host numerous tournaments to generate economic impact to Marion County. The following figure shows an aerial view of the complex. Figure 4-16 ! The sportsplex is home to Babe Ruth and Cal Ripken baseball. The facility features eight Cal Ripken fields for ages 4 to 12 and three Babe Ruth fields for ages 13 to 18. The complex is a regular host of the Cal Ripken Rookie State Qualifier and the 10U World Series. Ormond Beach Sports Complex – Ormond Beach, FL The Ormond Beach Sports Complex, located just north of Daytona Beach off of I-95, is part of a family park that includes walking and bike paths, playgrounds, and pavilions. The park hosts a variety of regional and nationals tournaments, including a youth baseball national championship tournament. The sports facilities at the complex include: ! Five lighted regulation softball fields ! Four lighted regulation baseball fields ! Eight regulation soccer/multipurpose fields Collier County Sports Market & Needs Assessment Study Chapter 4 - Page 21 ! Ten smaller-sized baseball fields The following figure shows the layout of the complex. Figure 4-17 ! Ormond Beach Sports Complex is the facility frequently utilized by USSSA baseball in the Daytona Beach area. Nations Park – Newberry, FL Located in Newberry, Florida, Nations Park is right outside of Gainesville. The 16-field facility is a baseball facility that opened in the summer of 2012. The park was formed with partnerships between the City of Newberry, Nations Baseball Florida Inc., and the Alachua County Tourism Development Board. Nations Park is a $7 million baseball tournament complex that is built on 40 acres of donated land. In July 2011, the construction of Nations Park came to a brief stop upon discovery of several endangered Gopher Tortoises. The construction remained on hold for several weeks while experts were brought on site to relocate the protected species to a tortoise sanctuary. Collier County Sports Market & Needs Assessment Study Chapter 4 - Page 22 A rendering of the park is shown in the following figure. Figure 4-18 ! The 16 stadiums at Nations Park are built for multiple age groups, 8 to 14 year old baseball players and 12 to 14 year old girls fast-pitch softball players. The stadiums are fully enclosed and have natural grass outfields and synthetic turf infields. In each stadium, the mounds and base paths are all adjustable to accompany the correct age group and boasts 220-foot walls and a scorer's tower. Future plans for the project include an additional 16 fields, which would make it the world’s largest baseball park. The complex is the exclusive home park for the Nations Baseball Academy. The park only hosts Nations sanctioned events and is available to Nations teams. Nations Park will host weeklong summer and holiday tournaments for American and Canadian boys' baseball and girls' fast-pitch softball teams St. Augustine Little League – St. Augustine, FL The nine-field Little League baseball complex is located 50 miles south of Jacksonville in St. Augustine, Florida. The complex is the home of the St. Augustine youth baseball and softball teams that are ages 5 to 16. Collier County Sports Market & Needs Assessment Study Chapter 4 - Page 23 The following figure shows the layout of the complex. Figure 4-19 ! In 2011, the St. John’s County Commission approved a proposed project to complete the West Augustine Park's Phase III to make improvements to the Solomon Calhoun Park fields. The amount of $600,500 was allotted for the project. The project work completed renovations to four Little League baseball fields, including grading, grass, irrigation, sidewalks, fencing, clay infields, backstops and landscaping. Jacksonville Ice and Sportsplex – Jacksonville, FL Jacksonville Ice and Sportsplex, in addition to being the only ice arena in Northeast Florida, has more than 100,000 square feet of flexible space for a variety of sports and tournaments. The facility includes: ! 20,00 square feet of continuous space ! Five indoor basketball courts ! 9,000 square feet of turf ! Regulation NHL hockey ice arena ! Three breakout rooms Collier County Sports Market & Needs Assessment Study Chapter 4 - Page 24 The following figure shows the interior of the complex. Figure 4-20 ! The facility is home to extensive ice programs such as youth and adult hockey leagues, training, figure skating academy and the Jets travel hockey team. The facility is home to the First Coast Basketball Academy (FCBA). FCBA provides instruction in all aspects of basketball, with an emphasis on fundamentals and skill development. The Jacksonville Ice and Sportsplex has partners that utilize the facility. ! First Coast Basketball Academy ! Beaches Adult Soccer League ! Jacksonville Scene Sports League and Social Events ! The Fioretto Fencing Academy ! Proform Kicking Academy Patton Park – Jacksonville, FL The Patton family donated the property, which is now referred to as Patton Park, on December 29, 1993. Patton Park is a 120-acre public land facility owned by the City of Jacksonville and leased to the First Coast Soccer Association, Inc. The park consists of 12 year-round soccer fields, enclosed concessions, restroom facilities and paved parking. In summer 2007, a football field was added near the entry of the park. Collier County Sports Market & Needs Assessment Study Chapter 4 - Page 25 The layout of the complex, which has 12 fields, is shown in the following figure. Figure 4-21 ! The park is home to Jacksonville FC, a club that consists of recreational, academy, and travel teams for players aged U5 to U19. Jacksonville FC travel programs have 35 teams that compete in regional, state, and premier leagues. Meadows Soccer Complex – Tallahassee, FL Meadows Soccer Complex is located seven miles north of downtown Tallahassee. The complex boasts ten large fields, with a portion of them lighted. The fields, which can only be used for soccer, are available by reservation only. Open public drop-in play is not available at this facility. However, individuals or small groups of three or less can play on a space available basis during times when fields are reserved for use. The Meadows Soccer Complex is the primary soccer complex in all of Tallahassee. Collier County Sports Market & Needs Assessment Study Chapter 4 - Page 26 The layout is shown in the following figure. Figure 4-22 ! The Meadows Soccer Complex hosts a number of local organized soccer programs. The facility is home to the Tallahassee Soccer Association, the Top of Florida Soccer Club, the Tallahassee Tottenham Hotspur Futbol Club, and Warner Soccer. James Messer Sports Complex – Tallahassee, FL James Messer Sports Complex, located just west of Florida State University near downtown Tallahassee, is a baseball and softball complex with eleven lighted fields. The complex has hosted the ASA Southern Nationals 18U, U.S. Fast Pitch Association Sunshine Classic, ASA Girls Fast Pitch National Qualifier - Capital City Classic, USSSA Youth Baseball Super NIT, and the Dizzy Dean Youth Baseball State Championships. Collier County Sports Market & Needs Assessment Study Chapter 4 - Page 27 The overhead view of the complex can be seen in the following figure. Figure 4-23 ! Frank Brown Park – Panama City Beach, FL Frank Brown Park, located just off the coast in Panama City Beach, Florida. The 200-acre regularly hosts local, regional and national events. The park underwent more than $10 million worth of expansions and renovations since 2002, including the addition of an aquatic center. The Bay County Tourist Development Council is currently proposing an additional $7.5 million in renovations to the park. The park features: ! Nine lighted baseball/softball fields ! One T-ball field ! One Miracle League field ! Three soccer fields ! Four multipurpose fields ! Four Tennis Courts ! Two outdoor basketball courts ! An indoor gymnasium ! An aquatic center ! A 22-acre festival site Collier County Sports Market & Needs Assessment Study Chapter 4 - Page 28 An overhead view of the park is shown in the following figure. Figure 4-24 Frank Brown Park is a regular host of regional and national Grand Slam Baseball tournaments, including the 2015 Grand Slam World Series. The complex also hosts regional tournaments for the World Softball League, NSA and USSSA. Organizations such as the Ironman Florida Triathlon, United States Specialty Sports Association, National Softball Association, Grand Slam Baseball, United States Fast-pitch Association, Independent Softball Association, World Softball League and the International Flag Football Association hold championship events at the Frank Brown facilities. Ashton Brosnaham Park – Pensacola, FL Ashton Brosnaham Park is a 103-acre park located in Pensacola, off of Ten Mile Road. In addition to ten soccer fields, the facility features four softball fields, a covered pavilion, and a picnic area. The complex is a host to Florida Youth Soccer Association events, including the Pensacola Classic, the Blue Angel Classic, and the Bazooka Soccer International Tournament. Grand Park Athletic Complex – Myrtle Beach Located in the Market Common District of Myrtle Beach, this multi-use facility opened in Spring 2010 and is continuously being developed. The city has invested approximately $21 million into the sports complex. The sports complex currently features: ! Seven lighted FieldTurf fields for baseball, softball, soccer, lacrosse, football and other activities. ! Two lighted youth baseball/softball FieldTurf fields. ! Two youth baseball/softball natural turf fields. ! Space for up to three full size, natural turf soccer/lacrosse fields. Collier County Sports Market & Needs Assessment Study Chapter 4 - Page 29 ! A six-lane FieldTurf batting cage. ! Multiple concession locations. The following figure shows an aerial view of the complex. Figure 4-25 ! The complex hosts both regional and national events, including the 2014 USSSA Global World Series, the Youth Baseball Nationals, the World Fast-Pitch Connection World Series 2014, the World Softball League Adult Tournament, and USSSA flag football events. Major League Baseball Spring Training Facilities Major League Baseball (MLB) has a series of practices and games before the start of the regular season called Spring Training. The spring training season generally starts in the middle of February and runs up until the Opening Day of the baseball season, approximately six weeks. Spring training has traditionally attracted fan attention, drawing crowds who travel to the warmer climates to enjoy the weather and watch teams play. Spring training coincides with the spring break season, which is a period of high travel for families due to a break in the school calendar. MLB’s Spring Training is divided into two leagues: the Cactus League located in the Phoenix metro area and the Grapefruit League located primarily in south Florida. Each league is comprised of 15 teams. For this analysis, the primary focus is on Florida’s Grapefruit League. Collier County Sports Market & Needs Assessment Study Chapter 4 - Page 30 The following table shows a summary of the Grapefruit League. Table 4-2 Grapefruit League Spring Training Facilities Facility Location Team Opened Stadium Capacity Cost (millions)Fields 2 Steinbrenner Field Tampa New York Yankees 1996 11,026 $30 3 JetBlue Park Fort Myers Boston Red Sox 2012 10,823 $78 7 Champion Stadium Lake Buena Vista Atlanta Braves 1997 9,500 --11 Hammond Stadium Fort Myers Minnesota Twins 2014 1 9,300 $49 10 Ed Smith Stadium Sarasota Baltimore Orioles 2011 1 8,500 $31 4 Joker Marchant Stadium Lakeland Detroit Tigers 2016 1 8,500 $37 6 Bright House Field Clearwater Philadelphia Phillies 2004 8,500 $25 7 McKechnie Field Bradenton Pittsburgh Pirates 2013 1 8,500 $10 1 Charlotte Sports Park Port Charlotte Tampa Bay Rays 2009 1 7,670 $27 6 Tradition Field Port St. Lucie New York Mets 2012 1 7,160 $10 6 Roger Dean Stadium Jupiter Miami Marlins/St. Louis Cardinals 1998 6,871 $28 13 FL Auto Exchange Stadium Dunedin Toronto Blue Jays 1990 5,509 $12 1 TBD - Under Construction West Palm Beach Houston Astros/Washington Nationals 2017 TBD $144 13 1 Renovation 2 Includes all fields at complex Source: Grapefruit League, Hunden Strategic Partners In the past five years, there has been significant investment into new or renovated spring training facilities across both leagues. The Grapefruit League has had seven stadiums either built or undergo renovations over the past five years. In 2015, it was announced that the Houston Astros, along with the Washington Nationals, are moving their spring training operations to West Palm Beach in 2017, leaving Osceola County Stadium and Space Coast Stadium vacant of their primary tenant. Additionally, it is public that the Atlanta Braves are seeking to leave Champion Stadium at ESPN Wide World of Sports in Lake Buena Vista. Sarasota and Palm Beach have been considered as other potential communities for the Braves relocation. Spring training complexes shared by two MLB teams are a trend in Arizona, where ten of the 15 baseball teams in the Cactus League play in five dual-team facilities, including three that opened over the past five years. Roger Dean Stadium in Jupiter, home of the St. Louis Cardinals and Miami Marlins, which opened in 1998 is the only existing dual-team facility in Florida and a second facility will open in 2017 with the relocation of the Houston Astros and Washington Nationals to West Palm Beach. Three teams have left Florida since 2008 and five since 2003 to establish new spring training homes in dual- team facilities in Arizona. The Astros and Nationals also each looked around Arizona over the last few years before focusing their negotiations on West Palm Beach. Arizona’s biggest attraction for teams is the fact that all 15 Cactus League teams play in the greater Phoenix area, with less than 60 miles separating the two most distant teams. Between 2008 and 2011, the three teams in Tucson, Arizona relocated to the Phoenix metro area in part to avoid the 120-mile drive to compete against teams in Phoenix. In Florida, especially on the east coast, some stadiums are located hundreds of miles apart and teams often take bus rides of more than two hours to play an opponent. The travel time will decrease with the Astros and Nationals relocating to West Palm Beach, which is 15 minutes from the Marlins and Cardinals in Jupiter and if the Braves relocate near other facilities on either either coast. Collier County Sports Market & Needs Assessment Study Chapter 4 - Page 31 Depending on the site for a new spring training facility, County Commissioners may need to rezone land and may need to assess the way it would contribute to the financing of such a facility or complex. Currently, the four-percent tourist tax is allocated to three primary areas. Any actions to increase or change the tax would need a supermajority of commissioners, which is four out of five votes. As recent history has shown, teams are willing to relocate their spring training operations for a better situation. Many of the spring training developments have a stadium field as the focal point with ancillary fields to support training and possibly host events once spring training is over. The situation of a stadium facility without a tenant must be considered. There are multiple examples of communities that must determine the highest and best uses of vacant spring training facilities and reevaluate the how they can be best utilized for local and other flexible uses. The following are a few situations of vacant spring training facilities. ! City of Palms Park: Located in Fort Myers, City of Palms Park is an 8,000-seat stadium that was the home of the Boston Red Sox from its opening in 1993 through 2011. While the lease with the Red Sox ran through 2019, the organization had been considering utilizing the early out clause in the contract. In 2008, Lee County approved an agreement with the Red Sox to build a new spring training facility in south Lee County. The Red Sox moved their operations to the new facility, JetBlue Park, in March of 2012. While the City of Palms Park had negotiated with the Washington Nationals to be their new spring training home, the facility now only hosts travel baseball tournaments. ! Holman Stadium: Located in Vero Beach, Florida, Holman Stadium is a 6,500-seat venue that was built in 1953 to accommodate spring training for the Brooklyn Dodgers as part of a complex now called historic Dodgertown. It was also home of the Vero Beach Devil Rays of the Florida State League through the 2008 season. In 2006, the Dodgers received numerous offers form Arizona cities, attempting to persuade them to move. The offers were too lucrative to overcome, and the Dodgers played their final game in the facility in 2008. While the facility attempted to attract other tenants including MLB teams, MLB free agent training programs, and United Football League operations, all discussions dissolved. Today, the venue hosts year-around youth sports tournaments in baseball, soccer, lacrosse, and Minor League Baseball Umpire’s Training Academy. ! Osceola County Stadium: Located in Kissimmee, the six-field stadium complex was home to the Houston Astros until 2016.The 5,300-seat venue underwent an $18.4 million renovation in 2003, which increased seating capacity, upgraded the press box, improved the clubhouses, and added "Autograph Alley" which is a popular feature of spring training events. The Osceola County Complex is also home of the Jim Evans Academy of Professional Umpiring. Additionally, the hosts numerous amateur baseball events throughout the remainder of the year in conjunction with the USSSA, Triple Crown Sports, World Baseball Federation, and Promotion Sports. USSSA also decided to relocate after its lease expires in January 2018. The flexibility of a sports complex to accommodate tenant events (youth, amateur and professional, while allowing access to events secured by the County and/or CVB is critical to establish a sustainable and collaborative situation. Collier County Sports Market & Needs Assessment Study Chapter 4 - Page 32 Implications There are a number of complexes with similar characteristics that are capable of hosting soccer, baseball/softball and other field sports tournaments, and indoor tournaments in the surrounding region. Some are smaller local facilities that host few tournaments while others are larger sites that are able to attract teams from within a one-to-two-hour driving distance for a few annual tournaments. Others are large facilities that have established robust and exhaustive tournament schedules for local and regional traveling teams. In each case, local teams are offered usage based on calendar availability after tournaments are scheduled. Any association that can be made with an established family of travel teams known in the region will help crystalize relationships that could build premier tournaments, which is a necessity for success. These tournaments attract a significant number of non-local attendees and has a direct impact on the local hotel market through room nights generated. These facilities also organize local leagues and have local tenant groups to help supplement each facility’s usage and financials. Recent history demonstrates that newer, modern spring training facilities located within close proximity to other venues are able to attract teams who are unhappy with their current situations, both at the professional and minor league level. As spring training continues to move away from Central Florida, it is likely that Collier County will be an attractive destination for a spring training facility (single or dual venue) considering the close proximity to the existing JetBlue Park and Hammond Stadium 25 miles north in Lee County. TABLE OF CONTENTS ------------ Executive Summary Chapter 1 Collier County Facilities Overview Chapter 2 Economic and Demographic Analysis of Collier County Chapter 3 Local Sports Facility Supply and Demand Analysis Chapter 4 Regional Sports Facility Supply Analysis Chapter 5 Tournament Opportunity Analysis Chapter 6 Hotel Market Overview Chapter 7 Recommendations Chapter 8 Sports Marketing Plan Chapter 9 Demand and Financial Projections Chapter 10 Economic, Fiscal and Employment Impact Analysis Collier County Sports Market & Needs Assessment Study Chapter 5 - Page 2 TOURNAMENT OPPORTUNITY ANALYSIS Sports Complex Industry Background In the United States several types of sport facilities and complexes exist for youth and adults, for recreational, competitive, interscholastic and intercollegiate sports and fitness activities. High schools, colleges and universities have facilities for the students of their schools, and these facilities often allow non-students to use the sports and recreational facilities for a fee. Municipalities and other local government entities own and operate recreational facilities with a wide range of services. Private sports and fitness facilities provide the public with fee-based sports and recreation opportunities. The advent of large, multi-sport youth and recreation complexes has been driven by several factors: the increase in travel sport programs and the recognition by communities that such relatively inexpensive complexes can generate significant economic impacts in the form of room nights and related travel spending. To examine the sports complex industry one must consider the sports and recreation that occurs at these facilities. The trends of the sports complex follow the sports and recreation trends of the public, as the facilities try to meet the growing needs and demands of those taking part in sports and recreational activities. Sport Participation Sport participation will also provide insight into the types of programs and services that would be best offered by sports and recreation facilities. The figures in the following table are a result of a national survey conducted by the Sports and Fitness Industry Association. A combination of detailed reports from major trade associations in the US sports, fitness and leisure industries as well as interviews and surveys has led to annual reports on the growth and decline of various sports. Collier County Sports Market & Needs Assessment Study Chapter 5 - Page 3 Table 5-1 United States Sports Participation Age 6 and Older (000s) Outdoor Sport 2007 2008 2009 2010 2011 2012 1-year Change 2-year AAG 5-year AAG Tennis 16,940 17,749 18,546 18,719 17,772 17,020 -4.2%-4.6%0.2% Baseball 16,058 15,539 14,429 14,198 13,561 12,976 -4.3%-4.4%-4.2% Soccer (outdoor)13,708 13,966 13,957 13,883 13,667 12,944 -5.3%-3.4%-1.1% Softball (Slow-Pitch)9,485 9,660 9,180 8,477 7,809 7,411 -5.1%-6.5%-4.8% Touch Football --10,493 9,726 8,663 7,684 7,295 -5.1%-8.2%-8.7% Skateboarding 8,429 8,118 7,580 7,080 6,318 6,227 -1.4%-6.1%-5.8% Tackle Football 7,939 7,816 7,243 6,850 6,448 6,220 -3.5%-4.7%-4.7% Flag Football --7,310 6,932 6,660 6,325 5,865 -7.3%-6.2%-5.3% Ultimate Frisbee 4,038 4,459 4,636 4,571 4,868 5,131 5.4%6.0%5.0% Volleyball (Beach)3,878 4,025 4,324 4,752 4,451 4,505 1.2%-2.6%3.2% Track and Field 4,691 4,604 4,480 4,383 4,341 4,257 -1.9%-1.4%-1.9% Volleyball (Grass)4,940 5,013 4,970 4,714 4,211 4,088 -2.9%-6.8%-3.6% Softball (Fast-Pitch)2,345 2,331 2,476 2,513 2,400 2,624 9.3%2.4%2.4% Lacrosse 1,058 1,092 1,162 1,423 1,501 1,607 7.1%6.3%8.9% Field Hockey 1,127 1,122 1,092 1,182 1,147 1,237 7.8%2.4%2.0% Rugby 617 654 720 940 850 887 4.4%-2.6%8.3% Total 95,253 113,951 111,453 109,008 103,353 100,294 -3.0%-4.1%1.4% Indoor Sport 2007 2008 2009 2010 2011 2012 1-year Change 2-year AAG 5-year AAG Basketball 25,961 26,108 25,131 25,156 24,790 23,708 -4.4%-2.9%-1.8% Ice Skating 11,430 11,215 10,964 11,477 11,626 11,214 -3.5%-1.1%-0.3% Volleyball (Indoor)6,986 7,588 7,737 7,315 6,662 6,384 -4.2%-6.5%-1.6% Gymnastics 4,066 3,975 3,952 4,418 4,824 5,115 6.0%7.6%4.8% Soccer (Indoor)4,237 4,487 4,825 4,920 4,631 4,617 -0.3%-3.1%1.8% Cheerleading 3,279 3,192 3,070 3,134 3,049 3,244 6.4%1.8%-0.1% Swimming --------2,363 2,502 5.9%5.9%5.9% Ice Hockey 1,840 1,871 2,018 2,140 2,131 2,363 10.9%5.2%5.2% Wrestling 3,313 3,335 3,170 2,536 1,971 1,922 -2.5%-12.4%-9.8% Roller Hockey 1,681 1,569 1,427 1,374 1,237 1,367 10.5%0.3%-3.8% Total 62,793 63,340 62,294 62,470 63,284 62,436 -1.3%0.0%-0.1% Indoor and Outdoor Sport Total 158,046 177,291 173,747 171,478 166,637 162,730 -2.3%-2.6%0.7% *AAG - Annual Average Growth Source: The Sports and Fitness Association The most popular team sport in the United States is basketball, with over 23.7 million participants in 2012. The most popular outdoor sport is tennis, with 17 million people participating in the sport in 2012, followed by baseball, with nearly 13 million participants in 2012. The total of all the identified sports has fallen from a high in 2008 of 177.3 million to 162.7 million in 2012. The outdoor sports’ participation decreased by nearly 14 million over those four years, while the indoor sports decreased by just one million. The increase or decrease in popularity of a sport is also a key aspect for consideration in determining the type and size of a sports or recreation facility. As shown above, there are a few outdoor sports that are increasing in popularity. Participation in lacrosse and rugby, while still at a low popularity level relative to other sports, have an average annual growth rate more than eight percent. In comparison, several sports lost popularity during the same time period. The reduction in participation in three popular outdoor sports is a concern for any facility that would market to those sports. Baseball and softball both still have a large participation base, but the sports declining in overall participation, despite the Collier County Sports Market & Needs Assessment Study Chapter 5 - Page 4 increase in travel programs. Developers of baseball and softball fields should take these trends into consideration when planning large-scale complexes. In field sports, tackle football has declined in participation, as has touch football. Because these were such popular sports, any decline represents a significant number of participants. The issues concerning concussions and the possible long-term affects are greatly impacting football participation figures in youth. However, lacrosse, although relatively small in participation, is surging in popularity. Soccer has seen a slight decrease over the past five years, but the total participation, 12.9 million, make it the third most popular sport overall and the second most popular outdoor team sport. Travel Teams A major and growing trend in youth sports is the growth of elite or travel teams throughout the United States. Begun as a way to play a chosen sport in the summer months for high school team sports participants, the trend has increasingly become less tied to high school programs and has included younger players. In some sports, such as basketball and baseball, independent travel teams have become the most important forum for college recruiting and scouting. This has placed more and more emphasis on travel team sports for those players seeking scholarships to major Division I colleges, and even in a few instances going directly to professional sports after high school. Throughout the last three decades youth team sports have gone through a transformation in structure and emphasis, and travel teams are the result, and sometimes part of the reason, for that change. Junior high schools became middle schools, with younger students, but with budgets that often did not permit a large team sports emphasis. Therefore, youth that wanted to continue in a sport beyond the recreational level needed another venue to play. Also, as competition became more intense, especially for college scholarships and the dream of professional sports, more and more players began choosing one sport and training in the off-season, instead of playing the sport of the season. Travel teams began to form to give youth the ability to play sports at a higher level against better competition, and also to train in the traditional off-season for that sport. While each team sport has travel teams throughout the United States, the most organized and one of the earliest to become popular was the national governing body of non-scholastic youth basketball, the Amateur Athletic Union, or AAU. The AAU established the now-universal model of having youth compete in specific age levels against each other, the “U18, U17, U16...” teams, as well as establishing national tournaments for each age group. Basketball was the sport in which the AAU had the most success. By 1989 the AAU had national championships for thirteen age groups for boys and girls. The travel team system, popularized by the AAU in basketball, has spread to most other team sports. The majority of travel teams are those who only compete against teams within a small region with participants who want to compete in the sport in the high school off-season. However, more and more teams are becoming “elite” or “all-star” teams that promise better instruction, higher levels of competition, and greater visibility. Several sports have national bodies that oversee the travel schedule and tournaments, one of the largest and most organized being the United States Youth Soccer Association (USYSA). The USYSA holds regional and Collier County Sports Market & Needs Assessment Study Chapter 5 - Page 5 national tournaments each year for U14 through U19 teams in both boys and girls programs. It works through state organizations that oversee the local teams. Sports for girls such as softball and volleyball do not have as many travel teams and elite tournament opportunities, but they are growing in number. The current trend is that girls’ youth sports are organizing more travel teams. Sports with lower participation, such as lacrosse and rugby, have had travel teams for some time, because most localities do not have the participants to create leagues. These teams travel regionally to find competition. The current trend shows that these sports are also beginning to develop elite tournaments and regional all-star teams to compete on a national level. The travel team concept, while increasing in popularity, is also seeing increased scrutiny and criticism. At the highest levels the “elite” travel teams, especially in basketball, have become about sponsorships and money. International shoe and other companies sponsor tournaments and even teams, giving funds for travel and free clothing and shoes to players at younger and younger ages in the hopes of eventually having that brand linked to the next NBA star. Coaches sometimes receive pay from these companies. With travel teams that do not receive major sponsorships, the time commitment and cost of the travel teams can be burdensome on parents, who have to pay fees to the teams plus all travel expenses for the children and themselves. A travel team might participate in several regional and one or two national tournaments per year, with the parents paying for all expenses. Youth sport travel is one of the fastest growing segments of the travel industry, outpacing leisure travel overall, and growing numbers of families are finding their summer weekends filled with trips to tournaments and competitions. Although tournaments are being held year-round, there are a limited number of top-tier travel weekends families regularly travel long distances on. The following table shows the weekends families are regularly choosing to travel for sports. Table 5-2 Primary Travel Weekends Weekend Month Labor Day September Columbus Day October Thanksgiving November Xmas/New Years December MLK Weekend January Presidents Day February Easter March Memorial Day May Independence Day July Mothers Day May Source: Clancy's Sports, HSP The primary tournament weekends nationally are over extended holiday weekends. The month of August has very few events because travel season are ending and youth are returning back to school. Collier County Sports Market & Needs Assessment Study Chapter 5 - Page 6 The criticism of some aspects of travel teams, along with the growing cost and time commitment, may grow to force a slowdown of youth sports travel teams. However, presently travel teams are a large part of the existing youth sports culture and those teams will continue to be a major aspect of youth team sports in the near future. TOURNAMENT MARKET ANALYSIS Overview One major trend in youth sports is the rise of travel teams that participate in regional, statewide or multi-state tournaments. This trend has led to more youth being involved as a single-sport participant, especially as the participant grows up and moves into higher skill levels above age 12 or 13. The result of this trend is that municipalities have begun to understand the economic benefits of hosting such tournaments. Therefore, more municipalities are developing athletic complexes with the intention of not only providing the local community with athletic opportunities, but also reaping other economic benefits such as hotel room nights and restaurant spending. The athletic complexes are built with the intention to encourage regional, multi-day tournaments that will bring participants and families to the area to stay overnight and contribute to the local economy. The demand for new multi-facility complexes is growing due to increased competition between facilities and communities. To attract regional and even national tournaments, athletic complexes are adding amenities including championship-quality fields such as a stadium or arena-type field/court for playoffs and finals, higher levels of quality in restrooms, concessions and other facilities. This demand drives the cost of the facilities higher. Municipalities that construct such multi-field/court facilities can benefit from travel teams, such as soccer, baseball, basketball and volleyball. However, at some point specific areas could become saturated with multi- use fields. Supply will overtake demand, and to remain competitive, facilities will have to provide more services and a lower cost, which could cause operating losses. The convention center industry is a recent victim of oversupply, due to communities attempting to race to the top in terms of larger facilities and amenities beyond what the economics of the industry could support. The industry as a whole now struggles due to oversupply. Clubs and sponsors throughout the country book up weekends virtually every month of the year hosting tournaments, thus allowing teams to travel or stay local and compete as much as they want. It's big business for many clubs and event owners that host events, and typically for the cities and counties where they're held. Many area tournaments will see repeat traffic from year to year, but with new and competing events popping up all the time, event owners and cities cannot become complacent. Event owners will market an event four to five months, while others will market year-round and start on the following year event as the current event is taking place. Clubs will enlist teams, coaches and staff to help spread the word about events, in part by talking to the coaches of the teams they face both locally and at out- of-town events. From a club perspective, a whole club may pitch in to sell an event to participants and to help run it, serving volunteer hours to make sure the fields are lined, facilities are kept clean and every need is met. A successful tournament pays off for clubs because it can be a significant revenue-generating event. Collier County Sports Market & Needs Assessment Study Chapter 5 - Page 7 Event revenues not only help the host clubs, it can be a boon for the local economy through spending at restaurants, gasoline stations, hotels, stores and more. Large events such as tournaments are instrumental in funding and generating revenue for athletic complexes, but determining the ideal balance between tournaments, league and open use will be essential when managing a facility calendar. It is also important to identify the requirements and expectations of governing bodies and event organizers to better understand the level of events and activities a championship-quality facility in Collier County can expect to attract. The following sports governing bodies and event organizers provided feedback and insights into factors that will impact the likelihood of Collier County hosting their events. ! United States Youth Soccer Association (USYSA) ! Florida Youth Soccer Association (FYSA) ! American Youth Soccer Organization (ASYO) ! American Softball Association (ASA) ! United States Specialty Sports Association (USSSA) ! USA Volleyball (USAV) ! Florida Region ! American Athletic Union (AAU) ! National Intramural-Recreational Sports Association United States Youth Soccer Association The United States Youth Soccer Association (USYSA) is the largest member of the United States Soccer Federation, the governing body for soccer in the United States. The USYSA registers over three million youth players between the ages of five and 19 across the U.S. The USYSA is a non-profit and educational organizational based in Frisco, Texas and is comprised of 55-member state associations; one in each state, and two in California, New York, Ohio, Pennsylvania and Texas. The USYSA membership is divided into four regions. The regions are East (Region I), Midwest (Region II), South (Region III) and West (Region IV). Each State Association has a Board of Directors, elected by delegates from their member leagues, clubs or teams. The USYSA hosts the US Youth Soccer National Championship Series annually during the month of July. Each summer the USYSA crowns a boys’ and girls’ national champion in each of its seven age divisions - Under 14, 15, 16, 17, 18 and 19. The finals are a culmination of a yearlong series of competitions at the state and regional levels. The USYSA National Championship Series provides 60 teams the opportunity to compete for the national title. Collier County Sports Market & Needs Assessment Study Chapter 5 - Page 8 The following table shows host locations for the USYSA National Championships. Table 5-3 USYSA National Championship Series Venue Location Dates No. of Teams Toyota Soccer Complex Frisco, TX July 26-21, 2016 -- Mohawk Soccer Complex Tulsa, OK July 21-26, 2015 88 Maryland SoccerPlex Germantown, MD July 22-27, 2014 88 Overland Park Soccer Complex Overland Park, KS July 23-28, 2013 88 Manchester Meadows Rock Hill, SC July 24-29, 2012 60 Reach 11 Sports Complex Phoenix, AZ July 26-31, 2011 60 Overland Park Soccer Complex Overland Park, KS July 21-26, 2010 60 Citizen Bank Fields at Progin Park Lancaster, MA July 21-26, 2009 60 Source: USYSA Beginning in 2013, the USYSA National Championships now feature the Under-13 age group for boys and girls and has a heavier representation from the US National League in the Under-15 through Under-17 age groups. The USYSA National League will receive two additional qualifying spots for the Under-15 through Under-17 age groups. This has expanded the competition field to 88 teams for the National Championships. As shown, the previous national championships have been held at many of the comparable facilities that will be discussed in the next chapter, including Overland Park and Reach 11. The 2016 National Championship site was awarded to Toyota Soccer Complex in Frisco, Texas. The Southern Region is the region in which Collier County resides and where local teams compete under USYSA sanctioned events. The Florida Youth Soccer Association (FYSA) is the state association sanctioned by the USYSA and has more than 100,000 registered players and more than 15,000 coaches and volunteers. FYSA offers programs for various levels of play such as recreational and competitive, and now offer a program to fit the needs and interests of our young soccer players with physical and/or mental disabilities called TOPSoccer. The FYSA membership is divided into four regions: South (Region A), East (Region B), West (Region C) and North (Region D). The criteria the USYSA follows when assessing a facility’s proposal to host a regional or national tournament include, but are not limited to the following: ! Number of facilities – The national championship tournament is hosted at only one facility. Regional championships may be split at two facilities, but the trending preference and recommended practice is one facility. ! Number of fields – The national championship tournament requires 18 fields - ten fields for competition and eight fields for practice. The regional championships require 24 fields to support the larger number of participating teams. ! Facility features – The condition of the facility is evaluated with emphasis on how well the fields are maintained. Additional features that can add to the experience: lighted fields, space for vendors/concessionaires, results area and seating. Lighted fields are sought after due to the Collier County Sports Market & Needs Assessment Study Chapter 5 - Page 9 scheduling flexibility they offer. These features need to be well maintained and in very good condition. ! Amenities – The surrounding local market is evaluated to determine if sufficient restaurants, hotels and entertainment options are available to participants and spectators. Alternative entertainment opportunities are desired to provide activities when participants are not competing. The USYSA prefers that hotel options are available within a 30-minute drive for the national championships. Regional tournaments require a driving distance of approximately 45 minutes to an hour. ! Access – The number of airports and distance to the soccer facility is important. Centrally located facilities within a complex allow for more efficient event logistics for the tournament. Effective traffic control and traffic flow mechanisms from site layout to traffic controllers are also considered. FYSA, the USYSA sanctioning body in Florida, sanctions and hosts numerous tournaments and tournament series that extend multiple months and require multiple sites. The following table provides an overview of the FYSA sanctioned statewide tournaments by month in 2015. Figure 5-1 14 10 12 12 17 0 2 8 16 17 12 8 0 2 4 6 8 10 12 14 16 18 January February March April May June July August September October November December # of Tournaments Month Florida Youth Soccer Association 2015 Sanctioned Tournaments Source: Florida Youth Soccer Association In 2015, there were 128 FYSA sanctioned tournaments across the state of Florida. Seven months of the year have more than ten tournaments scheduled, May and October having the most with 17. The Florida soccer season ends in late May, which is why June and July each have only two combined tournaments. Also, youth playing recreational and club soccer are returning to school and playing on their high school teams during the fall season. Disney’s ESPN Wide World of Sports typically hosts the most FYSA sanctioned events. Other venues that are regular hosts to FYSA sanctioned tournaments include North Collier Regional Park in Naples, Northwest Collier County Sports Market & Needs Assessment Study Chapter 5 - Page 10 Recreation Complex in Apopka, Palm Bay Regional Park in Palm Bay and the Seminole Soccer Complex in Sanford. The Lake Myrtle Sports Complex has been selected as an ideal, centrally located sports park for all of Florida Youth Soccer Association's affiliates. Many events are held at the complex throughout the year with the main event, State Cup, occurring in early to late February. Lake Myrtle Sports Park boasts ten well-maintained soccer fields, two concession stands, ample amounts of parking, and a large stadium-style field next to the FYSA office. In 2011, the FYSA completed construction of its headquarters at Lake Myrtle Park in Auburndale. Implications Based on Collier County currently hosting FYSA sanctioned tournaments at North Collier Regional Park, FYSA currently has interest in the area. With continued maintenance and additional fields added to North Collier Regional Park or the development of additional facilities in Collier County, the opportunity to continue to grow the presence of FYSA in Collier County is high. American Youth Soccer Organization The American Youth Soccer Organization (AYSO) is a non-profit youth soccer organization based in Torrance, California. The AYSO has more than 50,000 teams and 500,000 players participating under the organization’s auspices. Currently, AYSO is considered one of the largest single youth sports organizations in the United States. The philosophy of the organization is based on participation requiring all players to play at least one half of every game. AYSO has a unique national structure. AYSO divides the country for administrative purposes into 14 geographic sections based on player population. Section directors are responsible for activities in their respective sections. The next level of AYSO’s structure includes roughly 100 “areas.” The areas and sections work together on training, competitions and events to help regions deliver a quality soccer experience. There are almost 1,000 regions or community leagues nationwide. AYSO's biennial event, the National Games, showcases players from around the country for a weeklong tournament. AYSO hosts the AYSO National Games Series annually during the month of July. Each tournament AYSO hosts both boys’ and girls’ teams in age groups U10 through U19. The AYSO National Games is a bi-annual week long national showcase event, bringing together more than 3,500 AYSO players and their families and friends from across the United States The AYSO National Games provides 220 teams the opportunity to compete. The tournament is structured with a pool play format followed by a playoff, guaranteeing teams the opportunity to play multiple games. However, as part of AYSO’s 50th Anniversary celebration, the National Games were held in Torrance, California and were twice its normal size, hosting more than 7,000 players on nearly 500 teams from across the United States. It is estimated that approximately 30,000 visitors attended the National Games event. Collier County Sports Market & Needs Assessment Study Chapter 5 - Page 11 The following table shows a list of previous host sites for AYSO National Championships. Table 5-3 Venue Location Year No. of Teams The International Polo Club Fields Wellington, FL July 3-10, 2016 NA Ab Brown Sports Complex, Jefferson Middle School fields, TBD Torrance, CA July 1-8, 2014 500+ US Cellular Fields, Ball Camp/Nichals Ball Fields, Victor Ashe Park, John Tarleton Park, Regal Fields, Tommy Schupert Park/Lee Stewart Fields, Regal Stadium Knoxville, TN July 1-8, 2012 220 The International Polo Club Fields Wellington, FL July 4-11, 2010 192 Waipio Peninsula Soccer Complex Oahu, HI July 6-13, 2008 181 Vernon Hills Soccer Complex, Libertyville Soccer Complex Chicago, IL July 9-16, 2006 220 Source: AYSO AYSO National Games While most of the National Championships have been held in one or two locations, they required numerous fields when held in Torrance, California, AYSO’s home base. If held in Collier County, multiple facilities would be required to accommodate the entire event, with additional fields likely required. Part of the National Games schedule is the Soccerfest event. It is an event in which registered AYSO players are randomly distributed onto teams for the express purpose of playing for fun. Co-ed and multi-age division teams may be organized. This event typically involves every participant and attracts all spectators at the National Games. AYSO awards tournaments to host facilities through a formal bid process. A proposal to host a regional or national tournament must be approved by the Section Director before submission to the AYSO National Office. Tournament authorization is mandatory for all AYSO tournaments. The criteria the AYSO follows when assessing a facility’s proposal to host a regional or national tournament include, but are not limited to the following: ! Number of facilities – AYSO prefers one location but would consider a proposal with two. One facility makes event logistics easier (e.g. organizing referees). ! Numbers of fields – The National Games require 24 full regulation fields. The AYSO prefers natural turf fields because full size fields can be converted into smaller playing fields for the younger divisions. ! Arena – AYSO requires a facility that can accommodate 8,000 to 10,000 people for the opening ceremonies to the National Games. The facility must accommodate the player and team progression ceremony while providing enough seating for all spectators in attendance. ! Facility features – The conditions of the playing fields are evaluated to ensure they have been well maintained and are safe for competition. Additional features that can add to the experience: lighted fields, space for vendors and product sampling, results area and seating. Lighted fields are considered an added value but not deemed critical to the event. The National Games host multiple events with all participants and spectators present at the same time. Adequate parking Collier County Sports Market & Needs Assessment Study Chapter 5 - Page 12 and restrooms are important to accommodate for the sizeable crowds. The features need to be well maintained and in very good condition. ! Amenities – The surrounding local market is evaluated to determine if sufficient restaurants, hotels and entertainment options are available to participants and spectators. AYSO will want to partner with local hotels in close proximity to the tournament site. ! Access – The number of airports and distance to the soccer facility are important factors. Implications In order to comply with the number of fields required, Collier County is in need of additional tournament quality fields to be developed at current facilities or new facilities. With additional tournament quality fields, Collier County will be able to attract local, state and regional tournaments for AYSO. American Softball Association The Amateur Softball Association (ASA) is a not-for-profit organization based in Oklahoma City, Oklahoma. ASA is the National Governing Body of softball in the United States. The ASA has become one of the nation's largest and fastest growing sports organizations and now sanctions competitions in every state through a network of 15 regions and 83 local associations. The ASA has grown to more than 250,000 teams, representing a membership of more than four million. Annually, the ASA conducts more than 90 national championships in each of its major disciplines of the sport - slow, fast and modified pitch. In order to qualify for an ASA National Championship, each team competes through a network of qualifying tournaments organized throughout the season. The following table shows the sites of the 2016 ASA National Championships Finals for junior fast competition. Table 5-4 2016 ASA National Championship Finals Fast Pitch Event Dates Location No. of Fields Girls’ Class A 10-Under July 31- August 7 Stockton, CA 4 Girls’ Class A 12-Under July 31- August 7 Salem, WA -- Girls’ Class A 14-Under July 31- August 7 Sioux Falls, SD 8 Girls’ Class A 16-Under July 31- August 7 College Station, TX 16 Girls’ Class A 18-Under July 31- August 7 Bloomington, IN 4 Girls’ GOLD 18-Under July 17-July 23 Oklahoma City, OK 4 Source: ASA Florida ASA is an affiliate of ASA/USA Softball and part of the Southern Region (Region 5). Florida ASA is a not-for-profit 501(c)(4) corporation and is an affiliate that a softball complex would operate under when seeking to be a tournament host location. Collier County Sports Market & Needs Assessment Study Chapter 5 - Page 13 The following table shows the site of the 2016 ASA National Championships Finals in the Southern Territory for fast pitch competition. Table 5-5 2016 ASA National Championship Finals Southern Territory Event Dates Location No. of Fields Girls’ A 10-Under July 25-July 31 Tupelo, MS 6 Girls’ A 12-Under August 4-August 7 Tallahassee, FL 5 Girls’ A 14-Under August 2-August 7 Dallas, TX 6 Girls’ A 16-Under July 25-July 31 Columbus, GA 8 Girls’ A 18-Under August 4-August 7 Johnson City, TN 5 Girls’ B 10-Under July 25-July 31 Tupelo, MS 6 Girls’ B 12-Under July 26- July 31 Lawton, OK 5 Girls’ B 14-Under July 25-July 31 Columbus, GA 8 Girls’ B 18-Under August 4-August 7 Longview, TX 8 Source: ASA The next table shows the Florida ASA State Tournament information for 2016. Table 5-6 Florida ASA 2016 Tournaments Event Facility Location No. of Fields Date Clearwater Elite 12U Challenge Eddie C. Moore Complex Clearwater, FL 9 Mar 5 - 6 Polk County 14-16-18 Qualifier Polk County Fields Winter Haven, FL 4 May 14 -15 Under Armour/Softball Factory National Showcase Dodgerstown Vero Beach, FL 4 May 20 - 22 Emerald Coast Qualifier Frank Brown Complex Panama City Beach, FL 9 May 21 - 22 Clearwater Memorial Day Qualifier Eddie C. Moore Complex Clearwater, FL 9 May 28 -20 Region 5 18u Gold Qualifier Eddie C. Moore Complex Clearwater, FL 9 May 28 - 29 Tampa Memorial Day Qualifier Greco Fields Tampa, FL 4 May 28 - 30 16 Gold Southern Territory Qualifier Seminole County Softball Complex Altamonte Springs , FL 15 June 4 - 5 Central Florida Qualifier Seminole County Softball Complex Altamonte Springs , FL 15 June 4 - 5 Capital City Invitational James Messer Sports Complex Tallahassee, FL 11 June 10 - 12 18 Gold Southern Territory Qualifier Seminole County Softball Complex Altamonte Springs , FL 15 June 17 - 19 East Coast National Qualifier Seminole County Softball Complex Altamonte Springs , FL 15 June 17 - 29 Jacksonville Qualifier Drew Park Jacksonville, FL 4 June 24 - 26 South Florida Qualifier Pop Travers Park Plantation, FL 4 June 25 - 26 Florida State Championships Polk County Fields Winter Haven, FL 4 July 8 - 10 Source: Florida ASA As shown, the facilities hosting Florida ASA sanctioned events range in size from four fields up to 15 fields. The Eddie C. Moore Complex and Seminole County Softball Complex are regularly used for Florida ASA events throughout the year. The ASA awards its tournaments to host facilities through a formal bid process that is two years in advance of the targeted tournament date. The proposal will need to be in collaboration with and receive approval from the Regional Commissioner before submission to the ASA National Office. The Region Office plays an active role Collier County Sports Market & Needs Assessment Study Chapter 5 - Page 14 throughout the bid process. The criteria the ASA follows when assessing a facility’s proposal to host a tournament include, but are not limited to the following: ! Numbers of facilities – Multiple facilities are acceptable. No specifications have been given on a maximum amount. ! Number of fields – Generally for weeklong tournaments, one field for every ten youth teams and one field for every fifteen adult slow pitch teams is required. Regional tournaments can field 20- 60 teams while national tournaments can field up to 175 teams. Fields must have a minimum fence distance of 200 feet for youth competitions and 300 feet for adult competitions. ! Facility features – The facility staff must be able to properly maintain and reset fields between games to ensure they are in safe playing condition. Additional features that can add to the experience: lighted fields, umpire changing area, scorekeeper location, space for vendors and seating. Portable outfield fences will allow the facility to be more flexible in meeting the needs of youth tournaments if they desire an outfield fence smaller distance closer 300 feet. The features need to be well maintained and in very good condition. ! Amenities – The surrounding local market is evaluated to determine if sufficient restaurants, hotels and entertainment options are available to participants and spectators. ! Access – Access and distance to/from major roads and airports is a key factor. Implications Several softball facilities have established reputations as high quality and premier tournament sites for ASA softball events. Facilities with five or more fields are hosting state championships. James Messer Sports Complex was able to secure and accommodate the national championships for the ASA 16U with its eight fields. The smaller four- and five-field facilities are able to host high profile events however, larger facilities are being developed to accommodate larger events on one site. Collier County has the opportunity to be a competitive facility in the state and region for softball tournaments with additional tournament quality fields added to the current supply. United States Specialty Sports Association The United States Specialty Sports Association (USSSA) is a non-profit organization of volunteers that serves as a sports governing body. The organization was founded in 1968 in Petersburg, Virginia and has since relocated to Kissimmee, Florida, operating from Disney’s ESPN Wide World of Sports. USSSA started as a slow-pitch softball association, but in 1998 expanded to offer more sports programs. Currently, USSSA governs 13 sports and has a membership of more than 3.7 million. Sports programs governed by USSSA include: Baseball USSSA Baseball offers programs for four levels of play for ages 6 to 18. Major and AAA programs are national programs that culminate in a World Series. The AA program is a regional program ran by the Collier County Sports Market & Needs Assessment Study Chapter 5 - Page 15 participating states that culminate at a national tournament. The A level is for recreational teams and is organized at a state level only. ! Major Division - The top competitive teams in the country. ! AAA Division - Middle of the pack competitive teams. ! AA Division - Teams that have restricted rosters, drafted players, or play at the recreation level. ! A Division - Recreational league teams only. USSSA divides the country by state. Florida USSSA baseball hosts approximately 90 tournaments per year throughout the ten-month season, as January and August are the typical off-season months. Each year, USSSA hosts their Elite World Series events for all age groups at the ESPN Wide World of Sports complex. Teams compete in regional World Series events throughout the country to earn the right to advance to the Elite World Series in Orlando. These national championship tournaments consist of 24 teams per age group, and typically last five days. Soccer In July of 2001, USSSA added soccer to the organization by becoming an official member of US Soccer. USSSA soccer events are open to all US soccer affiliated teams, including USYSA, USASA, US Club, SAY, and AYSO teams. Fast Pitch In addition to Florida USSSA hosting smaller one-day and two-day events at smaller complexes throughout the state, USSSA Fast-Pitch World Series is divided into four regions; the West Region, Central Region, East Region, and ESPN Wide World of Sports Region. The EWWS region is the only World Series event to hold the championships at one location for all age groups and class levels. Implications USSSA is currently utilizing Collier County facilities for multiple tournaments at North Collier Regional Park throughout the spring and summer months. Additional tournament quality fields would increase the opportunities to host larger events and maintain the relationship with USSSA. USA Volleyball USA Volleyball (USAV) is a non-profit organization and serves as the National Governing Body for the sport of volleyball in the United States and is recognized as such by the Federation International de Volleyball and the United States Olympic Committee (USOC). USAV also fosters the development of the sport of volleyball within the United States through involvement with its 40 Regional Volleyball Associations (RVAs). USAV responsibilities include supporting a yearlong training schedule for the Olympic Teams; USA Youth Volleyball (ages 7-12); the Junior Olympic Volleyball program (ages 12-18); U.S. Open Championships by age groups; Collier County Sports Market & Needs Assessment Study Chapter 5 - Page 16 the USA Coaching Accreditation Program; establishing rules of play in the U.S. and certifying referees and scorekeepers. The tournaments addressed will focus on the junior levels of competition. Tournaments for juniors are held year-round and vary in duration, lasting one day or as long as four days. Tournaments include: ! USAV National Championships ! Florida Regional Tournaments USAV National Championships are the highest level of competition. USAV National Championships are held each year for junior girls, junior boys and adults. The adult open championships include competitive divisions based on age, men’s, women’s, coed, sitting and Special Olympic teams. The large size of USAV national events automatically eliminates numerous cities from hosting. Each of the events requires a minimum of 300,000 to 350,000 square feet of convention center space. Furthermore, cities have to go through a bid process to host an event. Cities must demonstrate that they have the space and dates available and are evaluated based on criteria such as hotel availability and proximity to the venue, restaurant options, downtown environment, public transportation, geographic location and cost of travel. In addition, the national tournaments include: ! Approximately 50 courts for boys’ events and 100 courts for girls’ events ! Host as many as 1,200 teams ! Require room blocks at 25 hotels for girls’ events and ten to 15 hotels for boys’ events ! Ceiling height of at least 30 feet Collier County Sports Market & Needs Assessment Study Chapter 5 - Page 17 The following table shows the location of previous national championships. Table 5-7 USA Volleyball National Championships Venue Location Dates No. of Teams* Girls' Juniors Ernest N. Memorial Convention Center New Orleans, LA June 22-July 3, 2015 1,296 Minneapolis Convention Center Minneapolis, MN June 24 - July 3, 2014 1,194 Dallas Convention Center Dallas, TX June 28 - July 5, 2013 1,192 Greater Columbus Convention Center Columbus, OH June 28 - July 7, 2012 816 Georgia World Congress Center Atlanta, GA June 25 - July 4, 2011 -- Boys' Juniors Greater Columbus Convention Center Columbus, OH June 28 - July 5, 2015 464 George R. Brown Convention Center Houston, TX June 28 - July 5, 2014 380 Reno-Sparks Convention Center Reno, NV June 27 - July 4, 2013 472 Dallas Convention Center Dallas, TX July 1 - July 8,2012 392 Minneapolis Convention Center Minneapolis, MN June 29 - July 6, 2011 -- Opens COBO Center Detroit, MI May 22 - 27, 2015 TBD Phoenix Convention Center Phoenix, AZ May 23 - 28, 2014 527 Kentucky Fair & Exposition Center Louisville, KY May 24 - 29, 2013 138 Salt Palace Convention Center Salt Lake City, UT May 26 - June 2, 2012 442 Dallas Convention Center Dallas, TX May 28 - June 4, 2011 534 * Each age group competes for four days Source: USA Volleyball USAV Regional Tournaments are the qualifier tournaments managed by each of the 40 RVAs. The Florida Region is the region in which Collier County resides for USAV sanctioned events and consists of the state of Florida. The RVAs are incorporated as legal entities and are each a Member Organization of USA Volleyball. The RVAs serve the grassroots function for USA Volleyball and collectively serve as a catalyst for USA Volleyball functions. The primary representative of the RVA is the Regional Commissioner, who is elected by the region for a term of office determined by the region, or executive director, who is appointed by the regional board. The Florida Region sanctioned events are robust due to the programs offered for both indoor and outdoor volleyball. The Florida Region had 54 sanctioned indoor events for the 2015-2016 season. Member clubs play in numerous events that are sanctioned by other entities such as AAU, Junior Volleyball Association and others. The following table shows an overview of the cities the sanctioned events will occur during the upcoming season. Collier County Sports Market & Needs Assessment Study Chapter 5 - Page 18 Figure 5-2 12 9 7 5 5 3 3 2 2 2 1 1 1 1 0 2 4 6 8 10 12 14 Orlando Ft. Lauderdale Jacksonville Tampa Daytona Beach Clearwater Longwood Miami Beach Palm Beach Bradenton Miami West Palm Beach Brandon Tallahassee #"of"Events"Location Florida"Region:"201582016"Indoor"Volleyball"Events"" Source: Florida Region of USA Volleyball In 2015, there were 12 indoor volleyball events occurring in Orlando, the most of all cities. The majority of events taking place in Orlando are held at the Orlando Sports Center and area high schools, while a few will be held at the ESPN Wide World of Sports. Other cities that host numerous indoor volleyball events include Fort Lauderdale, Jacksonville, Tampa, and Daytona Beach. It is common for indoor volleyball events to be held at local area high schools because they are typically inexpensive in comparison to private indoor facilities. In addition, the large regional qualifying and regional tournaments will be held in the Orange County Convention Center. These large events can only be accommodated by large public facilities like convention centers. In addition to these tournaments, most large facilities host Power Leagues. Power Leagues are comprised of junior volleyball clubs located in a specific region of the U.S. that compete against one another for rankings. Power Leagues are typically two-day events that encompass nine to ten weekends. Each event will typically have 56 to 64 teams. Implications A new indoor facility that can accommodate volleyball use would likely fill a supply gap and attract some small-to- medium sized tournaments to the area. The facilities in Orlando, Florida tend to attract the larger regional tournaments. Amateur Athletic Union (AAU) - Basketball The Amateur Athletic Union (AAU) is one of the largest non-profit volunteer athletic organizations in the United States. The AAU is a multi-sport organization dedicated to the promotion and development of amateur Collier County Sports Market & Needs Assessment Study Chapter 5 - Page 19 sport programs. The AAU focuses on providing sports programs for all participants of all ages beginning at the local and regional levels. The AAU is divided into 56 distinct districts, which annually sanction 34 sports programs, 250 national championships, and over 30,000 age division events. The AAU events have over 500,000 participants and over 50,000 volunteers. In 1994, AAU signed a 30-year agreement with Walt Disney World Resort, guaranteeing that most of AAU’s National Championships are played at the ESPN Wide World of Sports. In 1996, AAU relocated to a facility adjacent to Walt Disney World, and host more than 40 national events per year at the ESPN complex. In February of 2013, former major league baseball player Chet Lemon opened The Big House, a 162,000- square foot indoor facility with 16 volleyball courts, nine basketball courts, and 14 outdoor beach volleyball courts. Due to Chet’s involvement with Florida AAU basketball, the complex has developed a strong relationship with the organization. The complex held eight AAU events in 2015, in addition to two regional AAU volleyball events. Implications The Big House, in Orlando, is the primary destination for AAU’s demand large regional basketball and volleyball tournaments, while the ESPN Wide World of Sports will continue to host AAU National Championships in most sports. Although the Collier County area is a destination for youth athletic organizations, a facility with eight to ten tournament quality basketball courts would be required to be considered for large regional basketball and volleyball events. Although there is demand for additional court space in Collier County, the depth of demand is not robust enough to support such a development. National Intramural-Recreational Sports Association National Intramural-Recreational Sports Association (NIRSA) is a national not-for-profit association that focuses on collegiate recreational sports. NIRSA is a developmental tool and an educational resource for its member campuses and students. NIRSA has nearly 4,000 members and is represented on more than 700 campuses and universities across the country. Under the direction of the NIRSA Services Corporation, all NIRSA extramural events, Sport Club Championships, and sponsored and endorsed activities are marketed and identified under the umbrella of the National Campus Championship Series (NCCS). The NCCS events are part of a campus non-varsity sports series. Varsity sports at colleges and universities have the NCAA; recreational sports have the NCCS. The NCCS has four championship sports events: flag football, soccer, tennis and basketball. All of these championship events take place over a three-day period. The soccer championship is the biggest championship under the NCCS. It has two divisions of competition featuring 96 teams starting in 2012. The Open Division was expanded to 24 men's and 24 women's teams (an increase of eight teams per division). The Championship Division will include 24 men's and 24 women's teams. The basketball championship is the only indoor championship under the NCCS. It has regional qualifying tournaments for teams to reach the national tournament. The six regional championships include 245 teams with the top 72 teams reaching the national championships. The national championship tournament is comprised of four divisions: men’s club, men’s intramural, women’s club, and women’s intramural divisions. Collier County Sports Market & Needs Assessment Study Chapter 5 - Page 20 The following table shows the NIRSA championship tournaments and participation by the represented members. Table 5-8 Event Teams Participants NIRSA NCCS National SoccerChampionships 96 1,600 NIRSA NCCS National Basketball Championships 16 160 NIRSA NCCS Regional Basketball Championships 120 950 NIRSA NCCS National Flag Football Championships 48 580 NIRSA NCCS Regional Flag Football Championships 150 1,800 USTA Tennis On Campus National Championships 64 520 Source: NIRSA NIRSA NCCs National Championships The following tables show the previous host locations for the national championships of each sport. Table 5-9 Venue Location Date No. of Teams Reach 11 Sports Complex Phoenix, AZ November 19 -21 , 201 5 88 Mike Rose Soccer Complex Memphis, TN November 20-22, 2014 96 Reach 11 Sports Complex Phoenix, AZ November 21-23, 2013 96 Mike Rose Soccer Complex Memphis, TN November 15-17, 2012 96 Reach 11 Sports Complex Phoenix, AZ November 17-19, 2011 88 Reach 11 Sports Complex Phoenix, AZ November 18-21, 2010 88 Reach 11 Sports Complex Phoenix, AZ November 19-21, 2009 88 University of Alabama Tuscaloosa, AL November 20-22, 2008 88 Source: NIRSA NIRSA NCCS National Soccer Championships Table 5-10 Venue Location Date No. of Teams North Carolina State University Raleigh, NC April 1 7 -1 9 , 201 5 72 North Carolina State University Raleigh, NC April 11-13, 2014 72 North Carolina State University Raleigh, NC April 12-14, 2013 72 University of North Carolina-Charlotte Charlotte, NC April 13-15, 2012 72 University of Texas-Austin Austin, TX April1-3, 2011 72 Vanderbilt University Nashville, TN April 9-11, 2010 72 Hoop City Detroit, MI April 3-5,2009 72 Ohio State University Columbus, OH April 18-20, 2008 72 Source: NIRSA NIRSA NCCS National Basketball Championships Collier County Sports Market & Needs Assessment Study Chapter 5 - Page 21 Table 5-11 Venue Location Date No. of Teams Cary Tennis Park Cary, NC April 8-11 , 201 5 64 Surprise Tennis & Racquet Complex Surprise, AZ April 10-12, 2014 64 Surprise Tennis & Racquet Complex Surprise, AZ April 11-13, 2013 64 Cary Tennis Park Cary, NC April 12-14, 2012 64 Cary Tennis Park Cary, NC April 7-9, 2011 64 Surprise Tennis & Racquet Complex Surprise, AZ April 15-17, 2010 64 Surprise Tennis & Racquet Complex Surprise, AZ April 16-18,2009 64 Cary Tennis Park Cary, NC April 17-19, 2008 64 Source: NIRSA USTA Tennis On Campus National Championships Table 5-12 Venue Location Date No. of Teams University of West Florida Pensacola, FL January 2-5, 2015 48 University of West Florida Pensacola, FL January 3-5, 2014 48 University of Central Florida Orlando, FL January 4-6, 2013 48 Texas A&M University College Station, TX January 4-6, 2012 48 Texas A&M University College Station, TX January 4-6, 2011 48 University of South Florida Tampa, FL January 3-5, 2010 48 University of South Florida Tampa, FL December 28-30, 2009 48 Source: NIRSA NIRSA NCCS National Flag Football Championships The NCCS championships are awarded to host facilities through a formal bid process. The proposal will need to be in collaboration with the region representatives from the member institutions. Institutional membership by local universities and colleges is required for a facility to be considered a host location for any NCCS Championships. In the case of Collier County, Edison State College and Florida Gulf Coast University in Fort Myers are member institutions of NIRSA. The criteria the NCCS follows when assessing a facility’s proposal to host a regional or national tournament include, but are not limited to the following: ! Number of facilities – The soccer and basketball national championship tournaments are held at only one facility. ! Numbers of fields – The soccer national championships require 14 fields due to the recent expansion of the competition field. The basketball championships require four courts. ! Facility features – The courts and fields must be in very good condition and provide a safe competition environment. Additional features that can add to the experience: lighted fields/courts, space for vendors, concessions, results area and seating. Lighted fields/courts are vital to ensure all games can be completed each day. Lighted facilities proved scheduling flexibility. The features need to be well maintained and in very good condition. ! Weather – Since the participants of all the NCCS events are students, all the events take place during the academic calendar year. The academic calendar limits the NCCS to the months of September through May. Due to this calendar restriction, the NCCS places preference on Collier County Sports Market & Needs Assessment Study Chapter 5 - Page 22 locations that are situated in geographically warmer locations during the academic and winter months. ! Amenities – The surrounding local market is evaluated to determine if sufficient restaurants, hotels and entertainment options are available to participants and spectators. The NCCS strongly prefers facilities that have food, hotel and entertainment options within a five-mile distance. The soccer championship requires 450 rooms per night while the basketball championship requires at least 150 hotel rooms per night, all within close proximity of the facility. ! Access – The number of airports and distance to the facility. The vast majority of participants will be traveling by air or driving significant distances to the championship locations. Implications Based on the requirements discussed above, it is possible that expanded or new facilities in Collier County facility would be large enough to host the soccer and flag football tournaments. The area would be an ideal location considering the warm winter months, airport access, hotels and nearby entertainment and dining options. In addition, a member institutions of NIRSA is required as part of the bidding process to host events. Conclusion Several significant trends currently shape youth and adult recreational and competitive sports. ! There is tremendous growth in participation by girls and women in the past three decades in many types of sports, especially softball, soccer and volleyball. ! There is continued popularity of certain sports, including soccer, baseball and basketball. ! There has been recent growth in popularity of certain sports, such as lacrosse and rugby, as well as the decrease in popularity of adult softball. Cricket is also increasing with continued immigration by South Asians. ! There has been incredible growth in the popularity of regional and national tournaments for youth, creating travel and elite all-star teams. ! With the increase in travel leagues, there has been a significant rise in the creation of multi-field and multi-discipline sports complexes to serve the local community and provide a venue for regional tournaments. These have generated thousands of weekend hotel room nights for their home communities. ! There has been a trend toward less municipal and county involvement in certain sports programs due to budget and financial concerns, corresponding with the rise in private, for-profit organizations that provide outlets for those who can pay for the use of the facilities. However, more communities are spending economic development dollars to create tournament facilities, often with private participation and management. These trends show that recreational and youth sports and athletics are still growing in popularity. The trends also show that youth sports and recreational sports, historically a local, non-profit enterprise, has become more centralized, regional and sometimes national in scope. In many cases recreational and youth sports have become a business as well as an athletic endeavor. TABLE OF CONTENTS ------------ Executive Summary Chapter 1 Collier County Facilities Overview Chapter 2 Economic and Demographic Analysis of Collier County Chapter 3 Local Sports Facility Supply and Demand Analysis Chapter 4 Regional Sports Facility Supply Analysis Chapter 5 Tournament and Opportunity Analysis Chapter 6 Hotel Market Overview Chapter 7 Recommendations Chapter 8 Sports Marketing Plan Chapter 9 Demand and Financial Projections Chapter 10 Economic, Fiscal and Employment Impact Analysis Collier County Sports Market & Needs Assessment Study Chapter 6 - Page 2 HOTEL MARKET AND TRENDS ANALYSIS This chapter includes a review of national hotel trends as well as an in-depth analysis of the Collier County hotel market. National Hotel Market Trends National hotel market trends are important to understand the impact on tourism-related developments, whether it involves macro supply and demand issues, amenity trends, financing or other trends impacting the industry. The following table shows selected characteristics of the U.S. lodging industry from 1992 through 2015. Table 6-1 National Lodging Industry Annual Summary Year Occupancy Change Average Daily Rate Change Revenue per Available Room Change 1992 61.9%--$59.62 --$36.90 -- 1993 63.1%1.9%$61.30 2.8%$38.68 4.8% 1994 64.7%2.5%$64.24 4.8%$41.56 7.4% 1995 65.1%0.6%$67.17 4.6%$43.73 5.2% 1996 65.0%-0.2%$70.81 5.4%$46.03 5.3% 1997 64.5%-0.8%$75.31 6.4%$48.57 5.5% 1998 63.8%-1.1%$78.15 3.8%$49.86 2.7% 1999 63.1%-1.1%$81.29 4.0%$51.29 2.9% 2000 63.5%0.6%$85.24 4.9%$54.13 5.5% 2001 59.8%-5.8%$84.45 -0.9%$50.50 -6.7% 2002 59.0%-1.3%$83.20 -1.5%$49.09 -2.8% 2003 59.2%0.3%$83.28 0.1%$49.30 0.4% 2004 61.3%3.5%$86.70 4.1%$53.15 7.8% 2005 63.1%2.9%$91.29 5.3%$57.61 8.4% 2006 64.2%1.7%$96.77 6.0%$62.13 7.8% 2007 64.1%-0.2%$102.38 5.8%$65.63 5.6% 2008 60.4%-5.8%$106.55 4.1%$65.61 0.0% 2009 54.5%-9.8%$98.20 -7.8%$53.55 -18.4% 2010 57.6%5.7%$98.08 -0.1%$56.47 5.5% 2011 60.1%4.3%$101.64 3.6%$61.06 8.1% 2012 61.4%2.2%$106.10 4.4%$65.17 6.7% 2013 62.3%1.5%$110.35 4.0%$68.69 5.4% 2014 65.0%4.3%$115.26 4.4%$75.66 10.1% 2015 65.6%0.9%$120.01 4.1%$78.67 4.0% Avg. Annual Growth Rate 0.31%3.14%3.52% Source: Smith Travel Research, HSP Collier County Sports Market & Needs Assessment Study Chapter 6 - Page 3 Occupancy peaked at an all-time high of 65.6 percent in 2015. The occupancy has not reached a value that high since 1995. It steadily decreased to 59.0 percent following 9/11 and then rose again to peak at 64.2 percent in 2006. The latest recession is the most severe recorded in the hotel industry post-depression. Occupancy decreased to 54.5 percent, a 15 percent (nearly ten percentage point) decline. Average daily rate peaked at $120.01 in 2015. Occupancy started to increase in 2010 and rates began to increase as well. Performance in 2012 showed continued improvement, with occupancy at 61.4 percent, a 2.2 percent increase from 2011 and a $106.10 average daily rate, four percent higher than 2011. Data from 2013 and 2014 shows continued improvement of the average daily rate over the 2012 figure. 2015 saw significant growth in all area trends from the 2016-year. The figure below shows the above data in graph form, highlighting the annual change in performance. Figure 6-1 Performance in 2014 was much improved from the drastic decline in 2009. As the above graph indicates, from 1996 through 1999, and again in 2007 and 2008, even when occupancy declines, average daily rate can increase. This speaks to the concept of maximum practical occupancy. At a certain average occupancy, there are enough “sold-out” dates and is enough demand pressure to raise prices. The following chart shows the trend of the U.S. hotel room supply between January 2009 and January 2015. Collier County Sports Market & Needs Assessment Study Chapter 6 - Page 4 Figure 6-2 4,708,504' 4,836,929' 4,882,667'4,866,548' 4,900,027' 4,939,707' 5,004,715' 4,700,000 4,750,000 4,800,000 4,850,000 4,900,000 4,950,000 5,000,000 5,050,000 Jan-09 Jan-10 Jan-11 Jan-12 Jan-13 Jan-14 Jan-15 Supply of U.S Hotel Rooms Source: Smith Travel Research As demonstrated, the U.S. supply of hotel rooms has increased from approximately 4.7 million rooms in January of 2009 to more than 5 million rooms in January of 2015. Of the seven years shown, the only decrease in hotel rooms in the U.S. hotel market was between 2011 and 2012. This growth rate was less than one percent per year, which was outpaced by demand growth, which is why occupancy has increased and rates have followed. Largest Hotel Groups One of the continuing trends of the past decade has been the growth of hotel companies to create and expand brands into every niche, including extended stay, boutique, fractional and the like. These companies typically do not own their hotels, but brand them and provide the support, advertising, group sales and other services for the hotel owners for a fee. The table following shows the top 10 hotel groups in the world, by number of rooms. Collier County Sports Market & Needs Assessment Study Chapter 6 - Page 5 Table 6-2 Top Ten Global Hotel Groups by Room Count - As of January 2014 Rank Company Brand Examples Hotels Rooms Rooms/Hotel 1 InterContinental Hotels Group Holiday Inn, Holiday Inn Express 4,697 686,873 146 2 Hilton Worldwide Hiton Garden Inn, Hampton Inn, DoubleTree 4,115 678,630 165 3 Marriott International Ritz Carlton, Marriott, Courtyard 3,783 653,719 173 4 Wyndham Hotel Group Wyndham Hotels, Wingate, Days Inn 7,485 645,423 86 5 Choice Hotels International Comfort Inn, Quality, Econo Lodge 6,303 502,663 80 6 Accor Sofitel, Novotel, ibis 3,576 461,719 129 7 Starwood Hotels & Resorts Sheraton, W Hotels, Westin 1,161 339,243 292 8 Best Western Best Western Premier, Vīb, Best Western 4,046 314,318 78 9 Home Inns Home Inn, Yitel, Motel 168 2,180 256,555 118 10 Carlson Rezidor Hotel Group Radisson, Park Plaza, Club Carlson 1,079 168,927 157 --38,425 4,708,070 142 Source: MKG Hospitality, HSP, various hotel brand websites As shown, InterContinental Hotels Group, owner of Holiday Inn and Holiday Inn Express brands, is the largest group in the world, with nearly 4,700 hotels and nearly 687,000 rooms. Hilton Worldwide hotel group is a close second by number of rooms with nearly 679,000. The brands with the largest and smallest hotels on average are Starwood hotels & Resorts and Best Western with 292 and 78 rooms per hotel, respectively. Collectively, these top ten hotel groups account for over 4.7 million hotel rooms across the globe, and they have an average hotel size of 142 rooms. Other Trends of Note Several other trends have been occurring in the industry over the past several years. These include: ! Brands Multiply. Worldwide, the expansion of brands continues to change the face of the competitive environment. Eager to show earnings and market share for Wall Street, major brands compete fiercely. Using multiple brand products clustered in the same corporate structure, proprietary reservation systems and corporate programs work in tandem to drive business. Comparing profit potential of a brand to one without a brand is becoming a serious exercise for hotel owners. At the same time, the proliferation of brands means fewer independents that struggle for fair share using price as the preferred strategy. ! Boutique Brands. This seemingly incongruous phrase is a trend occurring in the industry. The largest brands have run out of market segments to fill, so they are seeking the last bastion of the industry: independent boutique hotels. By creating a boutique “collection” that can benefit from (and provide distribution to) the primary brand family, both the hotel and brands can prosper. For example, with all traditional niches covered, Marriott has now entered the boutique market with the Autograph Collection. These hotels are not owned or operated by Marriott and do not even carry a Marriott brand, per se, but use the Marriott reservation system to route travelers to these formerly independent hotels. Guests get their Marriott points and some expectation of high quality. Hilton has also entered the boutique market with a new brand called Canopy and a new collection of formerly independent upscale hotels called the Curio Collection. Intercontinental Hotel Group has just purchased boutique hotel company Kimpton, expanding their profile beyond Intercontinental and Holiday Inns. Starwood has just launched the Tribute brand, which is basically the same type of boutique hotel collection as Curio and Autograph. Collier County Sports Market & Needs Assessment Study Chapter 6 - Page 6 ! Shared Spaces and Home/Apartment Rentals. The advent of AirBnB has transformed the lodging industry in the past few years, much as Uber and Lyft have done with the hired car industry. Home and apartment rentals through VRBO, Homeaway, AirBnB add inventory to many compressed and expensive markets. In some places like San Francisco, Silicon Valley and New York, residents rent their homes to travelers in order to pay the rising cost of rent. High rates of hotel occupancy and rising rates have made these options viable for travelers and residents. There have been consequences for both the affordable housing market and the hotel market, although these are generally only material in extremely expensive markets or when there is a major event (like a Super Bowl). ! Global Travel and the Impact of Energy Prices and Economic Conditions. The large fluctuations in oil and fuel costs have a continual impact on travel and will continue to be a major factor in the coming years. ! Green Policies. Requirements, both by law and the guests, on businesses enforcing green practices are becoming tougher to comply and are even becoming a demand driver. Eco- consciousness is a popular trend among new generations and, suddenly, energy systems, insulation, produce origin and even amenities become differentiation factors. Hotels can capitalize on the environmentally sensitive customers by adapting sustainability practices such as Element by Starwood has done. ! Distribution. The increase in booking travel via the Internet has been a major trend in the industry for more than a decade, with a majority of booking research done online and more than one-third of revenue booked online. This has brought transparency and increased competition to the market and all players with a solid Internet and distribution strategy are able to compete effectively. As third party websites, smartphones and available applications are rapidly becoming a key factor in every travel stage by easing access to planning and booking tools that ease the customers’ experience. Travelers expect a more informed and collaborative travel experience, especially driven by the evolving smartphone functionality. Hotel companies are creating property-specific websites to differentiate each property and reach more markets and traveler segments than a corporate single format website. ! Technology. The rapid advance of technology means hotels have to continually keep up with the expectations of their guests. With multiple wireless devices, guests expect a high-speed wireless network throughout the hotel that will allow them to use their smartphones, tablets and laptops without connectivity issues. In-room movies via Lodgenet can now be controlled via an application on a guest’s smartphone. Many hotels have begun to introduce in-room iPads that allow concierge services, room service, check out, entertainment and other items to be taken care of directly from the device. ! Social Media, Crowd-Rating and Mobile Connectivity. The rise of social media and user- based ratings has had a direct impact on hotel decision-making. Sites like Trip Advisor allow users to rate and castigate hotels directly on the website, which allows potential customers to determine if they will choose that hotel. Hotels have to be incredibly proactive and reactive to comments posted on Twitter, Facebook and ratings sites, including online travel agencies. Approximately one in three business travelers’ have rated an establishment. Mobile connectivity, as mentioned above, has become a crucial factor in a travelers’ experience. Mobile-friendly websites and mobile applications are the most used medium for corporate travelers, 70 percent, to check in to flights and/or hotels, while one in four hotel queries come from a mobile device. Collier County Sports Market & Needs Assessment Study Chapter 6 - Page 7 ! Demographics. Two major demographic shifts marked the beginning of positive growth in the hotel business. The first is both baby boomers and millennials as the target market for their luxury consumption. The baby boomer generation became a target audience due to the amount of disposable income and nest egg capital allowing them to travel in large numbers for the next decade. Millennials are the second demographic group tapped as an up-and-coming luxury consumer group affecting the industry and being targeted by the industry itself with marketing strategies that are different from its preceding groups. Millennials are drawn to entertainment, technology and accessibility. Secondly, the BRIC economies, (Brazil, Russia, India and China) have exploded in their economic power over the past several years. This has led to a massive increase in the middle classes in these nations and these populations are traveling in increasing numbers. COLLIER COUNTY HOTEL MARKET OVERVIEW HSP profiled the local hotel market to understand its quality, performance, changes in character over time and other data that will help to understand the potential impact on sports tourism in Collier County. The following table shows the lodging summary of the Collier County area market-by-market class. Table 6-3 Lodging Summary: Collier County Market Class Rooms % of Total Rooms Hotels Rooms per Hotel Avg. Opening Year Avg. Age in Years Luxury 2,350 37%9 261 Mar-88 28 Upper Upscale 1,119 18%13 86 Feb-89 27 Upscale 935 15%10 94 May-91 25 Upper Midscale 1,202 19%11 109 Dec-82 33 Midscale 721 11%13 55 May-75 41 Total / Average 6,327 100%56 113 Apr-85 25 Source: Smith Travel Reasearch, Hunden Strategic Partners The market in total includes 6,327 rooms. More than a third of hotel rooms are luxury, followed by Upper Upscale and Upper Midscale representing more than a third collectively. The average age of these rooms is 25 years old. Logic suggests that the closer facilities are to hotels and restaurants, the better the match. The hotels must also be the right kind. Each event has its own housing requirements. Many team events are looking for “double doubles” and a free breakfast. The luxury market class represents approximately a third of the hotel market, which pose a challenge for event organizers seeking rooms during peak tourism periods or if other events are in town as well. However, there is a relatively even mix of quality and service type in the market. Collier County Sports Market & Needs Assessment Study Chapter 6 - Page 8 Accommodated Demand and Market Performance HSP used Smith Travel Research data to analyze the competitive hotel set. The following table shows the performance data for the hotels within the Collier County MSA from 2013 through 2015. Table 6-4 Year Annual Avg. Available Rooms Available Room Nights % Change Room Nights Sold % Change % Occ.% Change ADR % Change RevPar % Change Historical Supply, Demand, Occupancy, ADR, and RevPar for Collier County Hotels 2013 7,317 2,670,801 --1,756,255 --65.8 --$185.36 --$121.89 -- 2014 7,392 2,698,080 1.0%1,814,434 3.3%67.2 2.3%$202.38 9.2%$136.10 11.7% 2015 7,393 2,698,506 0.0%1,826,589 0.7%67.7 0.7%$215.83 6.6%$146.09 7.3% CAGR* (2013-2015)0.5%0.5%--2.0%--1.5%--8.2%--9.9%-- *Compound Annual Growth Rate Sources: Smith Travel Research, Hunden Strategic Partners Demand for room nights in the Collier County MSA increased between 2013 and 2015 but has increase has slowed. Over the three-year period, the increase in demand has been more than 70,000 room nights. ADR has experience a significant increase from $185.36 2013 to $215.83 in 2015. Occupancy seems to have reached a plateau, increasing less than one percent between 2014 and 2015 after a increasing more than two percent the previous year. These occupancy rates are at levels that justify new developments. Revenue per available room (RevPAR) has increased like occupancy for the hotels in the Collier County MSA. RevPAR has increased from $121.89 in 2013 to the $146.09 in 2015. Collier County Sports Market & Needs Assessment Study Chapter 6 - Page 9 The following figure shows the supply and demand trend for 2015. Figure 6-3 0 1,000 2,000 3,000 4,000 5,000 6,000 7,000 8,000 9,000 10,000 Jan-15 Feb-15 Mar-15 Apr-15 May-15 Jun-15 Jul-15 Aug-15 Sep-15 Oct-15 Nov-15 Dec-15 Monthly Supply & Demand Supply Demand 12 per. Mov. Avg. (Supply) 12 per. Mov. Avg. (Demand) Source: Smith Travel Research, Hunden Strategic Partners The hotels have a consistent seasonality trend for a warmer climate market. The average monthly room night supply remained constant, which reflects that no hotels opened during 2015. Collier County hotels tend to be the busiest during the winter months of February and March when visitors from cold climates visit. The MLB Spring Training season occurs in March and the first week of April, which generates significant visitation and room nights in markets with Spring Training facilities. Collier County is expected to benefit from the presence of the Boston Red Sox and Minnesota Twins just to the north in Lee County during these two months. Room night trends lower as the summer approaches and temperatures increase. However, as temperatures begin to decrease again in cold climates, visitation trends upward starting in September. Collier County Sports Market & Needs Assessment Study Chapter 6 - Page 10 The following figure shows the Revenue Per Available Room (RevPAR), which is the product of occupancy and rate. Figure 6-4 $25 $50 $75 $100 $125 $150 $175 $200 $225 $250 $275 $300 $325 $350 $375 $400 Jan-15 Feb-15 Mar-15 Apr-15 May-15 Jun-15 Jul-15 Aug-15 Sep-15 Oct-15 Nov-15 Dec-15 Revenue Per Available Room Source: STR Source: Smith Travel Research, Hunden Strategic Partners The figure above shows RevPAR fluctuating seasonally throughout 2015. As shown, the end of December through the beginning of April is the peak period during the year where RevPAR was consistently more than $200. Collier County Sports Market & Needs Assessment Study Chapter 6 - Page 11 The following figure displays the seasonality of occupancy for 2015. Figure 6-5 20% 30% 40% 50% 60% 70% 80% 90% 100% Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Seasonality of Occupancy: 2015 Max Average Min Source: Smith Travel Research In terms of occupancy, February and March are the busiest months, with over 87 percent in June and nearly 85 percent in July. August and September are the slowest months of the year with less than 55 percent occupancy. The seasonality, other than the unusually low summer months, is similar to most warm destination markets where rates are higher in the winter months and then decrease during the summer months. The Collier County market peaks during the winter season. The following figure shows the seasonality of rate for 2015. Figure 6-6 $100 $125 $150 $175 $200 $225 $250 $275 $300 $325 $350 $375 $400 Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Seasonality of Rate: 2015 Max Average Min Source: Smith Travel Research Collier County Sports Market & Needs Assessment Study Chapter 6 - Page 12 As shown, there is a drop off in the market’s average ADR once the summer season begins. Average ADR starts from approximately $247 in February and increases to $332 in March and then leveling out at approximately $150 during the summer months. Prices are highest during the winter months, while the rate during the summer is lower. The following figure shows the seasonality of RevPAR, which is the product of rate and occupancy, and suggests overall revenue. Figure 6-7 $25 $50 $75 $100 $125 $150 $175 $200 $225 $250 $275 $300 $325 $350 Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Seasonality of RevPAR: 2015 Max Average Min Source: Smith Travel Research As with the other performance indicators, RevPAR data is consistent with the analysis of the prior graphs. RevPAR is highest from January through April when rate and occupancy are high or at their peaks. The following figure shows the occupancy by day of the week during the 12 months of 2015. Figure 6-8 40% 50% 60% 70% 80% 90% 100% Sun Mon Tues Wed Thu Fri Sat Occupancy by Day of Week: 2015 Max Average Min Source: Smith Travel Research Collier County Sports Market & Needs Assessment Study Chapter 6 - Page 13 Occupancy is strong and increases throughout the weekdays suggesting high corporate demand. However, occupancy continues to increase into the weekend, which indicates a strong leisure market. This is not a common trend seen across communities throughout the country. Typically strong corporate markets have higher weekdays and lower weekend occupancy, while strong leisure markets have lower weekday occupancy and high weekend occupancy. This demonstrates the Collier County hotel market is strong. However, with the strong performance of the hotels can lead to certain visitor segments being unnaccommodated due to price or lack of available rooms. The following figure shows the average daily rate by day of week. Figure 6-9 $100 $110 $120 $130 $140 $150 $160 $170 $180 $190 $200 Sun Mon Tues Wed Thurs Fri Sat Average Daily Rate by Day of Week January 2015 - December 2015 Max Average Min Source: Smith Travel Research Rates are essentially flat for all days of the week with a slight increase for the weekend. While average rates fluctuate by approximately $10, maximum rates for this market are highest Friday and Saturday around $150 per night. Unaccommodated Demand Unaccommodated demand is defined as demand that would have been captured by the market but for a lack of available or quality rooms. This demand is therefore deferred to later dates, accepts lesser-preferred accommodations, moves just outside the competitive set, moves its business to another area, or cancels plans altogether. Therefore, as new properties are added to the market, it is expected that this demand will be accommodated by the new supply, suggesting that when new hotels are added, they do not cannibalize existing market demand, but accommodate previously unaccommodated demand. While it is not possible to accurately predict all unaccommodated demand, a decent figure can be inferred from occupancy data. The following table shows the occupancy by day of the week per month for the twelve months of 2015. Days of the week with occupancy between 75 and 80 percent are shown in yellow, suggesting mild displacement and unaccommodated demand, while orange shows days with 80 to 90 percent occupancy, suggesting very likely displacement. Days in red are for times when occupancy was beyond 90 percent for the set, suggesting near-certain displacement. Collier County Sports Market & Needs Assessment Study Chapter 6 - Page 14 Table 6-5 Occupancy Percent by Day of Week by Month: 2015 Sunday Monday Tuesday Wednesday Thursday Friday Saturday Avg Jan-15 64.4%72.5%74.3%76.6%77.7%77.9%77.7%74.4% Feb-15 80.1%84.4%87.8%90.0%91.9%89.7%90.2%87.7% Mar-15 75.3%82.9%86.1%88.1%87.9%87.6%87.6%85.1% Apr-15 64.4%73.1%76.5%78.5%78.0%80.5%81.9%76.1% May-15 61.8%59.5%65.0%67.4%68.7%76.1%79.9%68.3% Jun-15 49.7%55.2%57.7%61.1%61.1%70.0%74.8%61.4% Jul-15 50.2%59.6%66.6%64.2%63.0%71.7%77.4%64.7% Aug-15 42.6%48.4%54.7%53.3%53.3%57.7%62.5%53.2% Sep-15 47.7%43.9%47.8%49.0%48.0%57.0%64.8%51.2% Oct-15 52.3%58.8%60.9%62.1%61.2%63.8%66.2%60.7% Nov-15 50.9%59.8%65.3%69.0%72.2%74.3%74.0%66.5% Dec-15 59.5%67.3%65.8%64.7%65.6%62.0%67.4%64.6% Average 58.2%63.6%67.1%68.3%69.1%72.3%75.1% Sources: Smith Travel Research Each cell is an average of four specific dates, for example Wednesdays in February averaged 90 percent occupancy. As shown, Wednesday through Saturday occupancy February 2015 through April 2015 was consistently high, with the majority of those days over 77 percent occupancy. Weekday occupancy is at its lowest during September ranging from 43 percent on Mondays up to 49 percent on Wednesdays. The seasonality demonstrates Collier County is a strong leisure market as well as healthy corporate demand during the week. The following table shows the ADR by day of the week per month for 2015. The yellow cells represent ADR values from $100 to $140, the orange cells represent values from $140 to $180, and the red cells are all values above $180. Collier County Sports Market & Needs Assessment Study Chapter 6 - Page 15 Table 6-6 Average Daily Rate by Day of Week by Month: 2015 Sunday Monday Tuesday Wednesday Thursday Friday Saturday Avg Jan-15 $ 250.51 $ 232.54 $ 229.00 $ 231.67 $ 265.82 $ 260.94 $ 250.49 $ 247.13 Feb-15 $ 306.79 $ 293.50 $ 290.90 $ 295.94 $ 307.30 $ 315.65 $ 318.76 $ 304.12 Mar-15 $ 332.81 $ 322.41 $ 334.21 $ 325.74 $ 335.44 $ 335.25 $ 338.92 $ 331.89 Apr-15 $ 249.85 $ 234.45 $ 239.24 $ 252.29 $ 275.48 $ 279.20 $ 265.36 $ 257.04 May-15 $ 181.85 $ 162.36 $ 160.27 $ 163.43 $ 169.80 $ 188.66 $ 188.95 $ 174.86 Jun-15 $ 155.30 $ 143.21 $ 141.14 $ 141.75 $ 152.46 $ 168.83 $ 169.66 $ 152.46 Jul-15 $ 154.35 $ 144.06 $ 145.61 $ 148.01 $ 163.21 $ 176.44 $ 179.84 $ 159.15 Aug-15 $ 143.04 $ 137.86 $ 138.11 $ 136.73 $ 144.39 $ 154.98 $ 155.16 $ 144.42 Sep-15 $ 143.10 $ 122.80 $ 124.06 $ 127.77 $ 135.41 $ 152.96 $ 154.45 $ 136.47 Oct-15 $ 166.04 $ 156.30 $ 153.46 $ 156.24 $ 159.18 $ 166.07 $ 167.23 $ 160.98 Nov-15 $ 166.15 $ 160.81 $ 169.84 $ 179.39 $ 186.32 $ 189.02 $ 183.43 $ 175.56 Dec-15 $ 219.64 $ 219.06 $ 210.66 $ 220.09 $ 227.95 $ 201.20 $ 213.73 $ 216.39 Average $ 205.80 $ 193.88 $ 195.31 $ 197.39 $ 210.99 $ 214.40 $ 213.57 Sources: Smith Travel Research The highest average daily rates occur on Friday’s and Saturday’s in March, at $335.25 and $338.92, respectively. The market has considerable variance on a monthly basis, from an average of $136.47 in September to an average of $331.89 in July. The days of the week with the lowest ADR are Monday’s and Tuesday’s with an average between $193 and $195. Overall, Fridays have the highest ADR during the week. The following table shows the occupancy by month for Naples, FL and some of its subsets compared to other destination markets in Florida. Table 6-7 Collier County Hotel Overview - 2015 Occupancy Segment January February March April May June July August September October November December Year-to-Date Naples, FL 74.8%87.8%84.7%76.3%68.7%61.0%64.8%53.0%51.0%61.0%66.0%64.8%67.7% Naples, FL Upscale Chains 83.7%92.3%90.6%87.1%76.6%68.2%72.2%54.9%53.3%63.1%69.3%70.1%- Naples, FL Midscale Chains 68.9%84.4%79.2%66.9%61.9%52.2%55.2%49.3%47.2%55.8%60.3%58.7%- Naples, FL Independents 71.2%85.4%83.2%73.6%66.6%60.7%64.5%54.0%51.0%61.6%64.8%62.9%- Miami-Hialeah, FL 82.9%87.6%84.3%82.1%76.5%71.7%77.9%75.8%70.1%73.7%78.5%76.8%78.1% Florida Keys 84.5%90.2%88.3%83.8%79.1%80.4%83.9%74.3%61.5%69.2%73.9%70.8%77.8% Fort Myers, FL 81.3%91.1%89.5%74.7%64.4%65.9%67.9%58.2%53.4%63.5%69.2%69.1%70.6% Sarasota-Bradenton, FL 73.6%88.0%88.2%75.1%68.1%68.6%67.9%56.0%54.2%61.0%64.2%68.8%69.3% Clearwater, FL 71.7%89.2%93.0%83.7%75.5%77.1%79.2%67.3%63.3%71.9%66.9%64.6%75.2% St Petersburg, FL 66.2%83.6%88.3%79.4%71.8%71.5%69.8%63.2%57.9%68.1%62.6%60.4%70.2% Palm Beach County, FL 81.9%89.4%86.7%77.9%69.0%67.2%68.6%63.8%60.7%69.2%71.4%74.2%73.2% Fort Lauderdale, FL 85.9%93.0%88.3%82.4%74.7%73.8%78.3%74.2%66.1%72.7%78.1%79.3%78.8% Source: Smith Travel Research As shown in the table, February and March have the highest occupancy across all markets. January through April is reaching levels where unaccommodated demand is certain to be occurring. Other destination markets in Florida are experiencing very similar seasonality as Collier County. However, the Naples segment has the Collier County Sports Market & Needs Assessment Study Chapter 6 - Page 16 lowest occupancy at 67 percent, which is still considered strong for hotel performance. Capturing additional sports tourism in the Collier County market beyond what is currently programmed would help bolster occupancy rates and hotel performance in general during most of the year, including the summer, fall and winter months. The following table shows the average daily rate (ADR) for Naples, FL and some of its subsets compared to other destination areas in Florida. Table 6-8 Collier County Hotel Overview - 2015 Average Daily Rate Segment January February March April May June July August September October November December Year-to-Date Naples, FL $248.08 $304.81 $331.37 $259.24 $176.80 $153.67 $160.52 $146.67 $138.73 $161.30 $176.18 $227.89 $215.83 Naples, FL Upscale Chains $316.45 $382.76 $426.91 $338.65 $225.82 $193.15 $201.03 $187.34 $176.11 $212.11 $231.78 $295.50 -- Naples, FL Midscale Chains $137.02 $181.07 $174.27 $110.74 $92.91 $82.68 $83.57 $79.13 $78.95 $84.67 $94.71 $113.88 -- Naples, FL Independents $248.98 $316.33 $340.85 $264.21 $179.05 $155.09 $164.92 $151.40 $142.28 $163.89 $178.48 $235.42 -- Miami-Hialeah, FL $238.17 $259.07 $255.30 $214.26 $177.08 $148.58 $155.69 $146.48 $141.26 $168.52 $181.92 $240.77 $195.75 Florida Keys $277.91 $335.65 $350.58 $300.79 $250.92 $226.25 $246.88 $223.33 $199.12 $222.95 $241.07 $304.84 $267.88 Fort Myers, FL $143.34 $194.01 $223.12 $165.10 $130.60 $123.33 $126.10 $110.46 $99.62 $111.51 $113.72 $140.16 $145.01 Sarasota-Bradenton, FL $125.16 $171.78 $192.65 $157.78 $123.73 $118.04 $119.03 $109.89 $104.66 $113.72 $118.35 $131.96 $135.53 Clearwater, FL $112.77 $138.09 $174.35 $154.58 $127.56 $124.99 $127.31 $116.42 $108.08 $113.67 $109.11 $111.86 $128.46 St Petersburg, FL $125.43 $148.74 $183.69 $164.66 $140.94 $137.28 $140.63 $125.55 $120.89 $128.13 $120.81 $127.41 $140.93 Palm Beach County, FL $201.51 $240.22 $235.47 $189.51 $139.32 $121.49 $121.81 $115.10 $111.86 $132.27 $143.03 $180.81 $165.65 Fort Lauderdale, FL $162.64 $180.16 $175.38 $146.93 $118.35 $108.05 $108.78 $103.20 $101.92 $119.27 $133.83 $143.79 $135.51 Source: Smith Travel Research Similar to occupancy rates, the months with the highest ADR are February and March, due to the high tourism in the area. From April to the end of the year, the ADR drops to levels that although still high for sport tourism standards. However, the Naples midscale subsection ADR ranges from $79 up to $181 in February. The midscale sub-segment ADR rates are within the typical rate expectations of groups of $140 or less. This demonstrates that Naples has a mix of options that will appeal to visitors and groups seeking luxury accommodates to more modest-priced accommodations. With other destination markets in a similar situation as Collier County, it will be important for tourism and county leadership work collaboratively with the local hospitality industry to establish differentiating factors that make Collier County a preferred destination for sports tourism. Collier County Sports Market & Needs Assessment Study Chapter 6 - Page 17 The following figure shows the estimate of unaccommodated room nights over the past three years for the Collier County hotel market. Figure 6-10 - 10,000 20,000 30,000 40,000 50,000 60,000 70,000 80,000 2013 2014 2015 Estimated Unaccommodated Room Nights Source: Hunden Strategic Partners As previously mentioned, an unaccommodated room night is a night when a traveler seeking accommodations within the market must either cancel their stay or settle for accommodations of lesser quality because the desired facilities have no vacancies. The number of estimated unaccommodated room nights is determined in any month when occupancy is higher than 66 percent, which occurred in six months: January, February, March, April, May, and November. When rooms sell out or nearly do so, rates can be increased and the viability of new hotels is more likely. Based on HSP estimates, the number of unaccommodated room nights for the Collier County market reached nearly 70,000 rooms in 2014 and 2015. The majority of unaccommodated room nights are generated every day of the week from January through April and Wednesday s through Saturdays during May. Conclusions The Collier County hotel market is composed of a mix of market class options, however approximately one- third of the hotel inventory are luxury accommodations. The majority of hotels in Collier County are located along US 41, providing easy access to accommodation. Currently, there are limited hotel options outside the downtown area however, as growth continues to occur northeast and southeast, it is expected that additional hotels properties will be developed. There are enough quality hotels downtown, and the market is strong enough, that there is an opportunity for a successful hospitality package, if marketed right. Occupancy, rate and overall performance of hotels has improved to the point where group business, particularly youth sports tourism, could be priced out of the market and/or demand is so high that rooms will not be available. The community has the opportunity to seize this market situation and lure hotel development(s) that will create a premier and attractive youth sports tourism package. Collier County Sports Market & Needs Assessment Study Chapter 6 - Page 18 The Collier County hotel options are both large enough to host major tournaments without having to leave the area and of the variety of quality and pricing levels that will allow participants to have either a full or limited- service hotel experience. In short, if the County and event owners create attractive hotel packages for tournament participants in Collier County, there should be little reason for a family or team to leave the area for any need during their stay, beyond the beach, which is available within the County and within a short drive. TABLE OF CONTENTS ------------ Executive Summary Chapter 1 Collier County Facilities Overview Chapter 2 Economic and Demographic Analysis of Collier County Chapter 3 Local Sports Facility Supply and Demand Analysis Chapter 4 Regional Sports Facility Supply Analysis Chapter 5 Tournament Opportunity Analysis Chapter 6 Hotel Market Overview Chapter 7 Recommendations Chapter 8 Sports Marketing Plan Chapter 9 Demand and Financial Projections Chapter 10 Economic, Fiscal and Employment Impact Analysis Collier County Sports Market & Needs Assessment Study Chapter 7 - Page 2 SWOT ANALYSIS & RECOMMENDATIONS Based on the comprehensive analysis of the market, the needs of tournaments and leagues, the projected development of competitive and recreation athletic facilities, and the overall market, HSP’s recommendations are targeted to meet Collier County’s mission to provide a state-of-the-art venue that can provide adequate sports opportunities and economic impact for the local community and be a platform for regional and national events, while operating facilities with minimal public subsidy. The proposed recommendations are intended to optimize Collier County’s ability to attract tournaments and support local organizations simultaneously, all while being accommodated on one site. HSP considered various elements when developing potential new sports facilities. The factors considered included: ! The demand and needs for indoor and outdoor facilities. ! The supply of athletic facilities for underserved sports. ! The number of athletic facilities needed to recapture, attract and support more events. ! Programming a site that maintains a synergistic relationship with surrounding businesses, hotels and services. ! Increasing the amount of quality athletic facilities to attract and support more destination events. ! Assessing the current conditions, size limitations and functionality of proposed sites. The goal is to integrate critical elements that will optimize new sports facilities and increases economic activity from beyond the local area. The HSP Team collaborated with the Client and community stakeholders to identify potential sites and develop a development concept that best serves the community. After review and discussion, the team began to focus on outdoor facilities, based on the market indications of what was most needed and sensible. Discussion of Strengths, Weaknesses, Opportunities and Threats HSP used a SWOT (Strengths, Weaknesses, Opportunities and Threats) analysis to evaluate potential developments as it relates to overall market feasibility for Collier County. The analysis draws from the facts surrounding the recommended options, Collier County’s characteristics and the surrounding community, the facilities and activities that may be considered as competitors in the region as well as comparable facilities. The application of that analysis is as follows: Strengths (Existing attributes that are helpful to Collier County) ! Location/Accessibility. The recommended sites for potential development benefit from excellent position in relation to Collier County’s main thoroughfare, Interstate 75. As one of the longest interstate highways, traveling from Florida north to Canada, Interstate 75 provides easy access to the County from metropolitan areas such as Detroit, Cincinnati, Lexington, Knoxville, Atlanta, Tampa and Miami. Collier County Sports Market & Needs Assessment Study Chapter 7 - Page 3 ! Local Population Base. Southwest Florida is one of the fastest-growing areas in the nation. Lee and Collier counties ranked in the top ten of the nation's fastest-growing metro areas. Historical population growth and expected future growth indicate the growing need for recreation facilities. Given that the current population has demonstrated a high demand for recreation services, continued population growth is expected to increase this demand and in turn increase the viability of new recreation facilities. ! Community Interest. Interviews with stakeholders in the community reveal a great deal of support for projects that will enhance the county and area, including possible athletic facilities. This was true even of professionals whose businesses included potential competition with a new facility. ! Climate for Year-Round Activity. Southwest Florida’s climate means that summers are warm to hot and humid. There is a defined rainy season that typically lasts from June through December, which are the months most at risk of hurricanes. Between October and May, Florida is often dry. Even during the winters, the weather still tends to be quite comfortable, allowing for year-round outdoor sports and activities. The desirable weather will provide the opportunity to offer sports and entertainment every month of the year. ! Ability to Induce Out-of-State Demand. Due to Collier County’s location along I-75 and its connectivity to I-10, any development scenario as proposed will induce out-of-state demand from southern states. Collier County’s existing reputation as a vacation destination will help induce out-of-state visitation. ! Profitable and Successful Regional Partners/Tenants. Organizations such as USSSA, Cal Ripken, FYSA, ASA and Little League have a history of many years of success in their respective sports. These organizations are some of the largest youth athletic organizations in the United States and run or sponsor many local, regional and statewide tournaments. These regional and national organizations are regularly searching for venues with large enough capacities to host their events at a single location. Weaknesses (Existing attributes that may hurt the success of Collier County) ! Buildout Incomplete. Presently, the areas around most of the potential development sites have not been built out and so do not have the retail, restaurants, hotel and housing onsite that, when built, will provide a better onsite experience and aesthetic. However, this is not considered to be a concern for attracting uses or tournaments. ! Difficult Business Models. The business models for both indoor and outdoor athletic facilities are difficult to make work without ongoing operating support. Athletic facilities have the best opportunity to generate operating income if there is a robust tournament schedule on the weekends and consistent league and local use during the week. Sustaining positive operating cash flows for sports facilities can be very difficult, so this burden must be mitigated by other revenue sources such as concessions, novelties, parking and rentals (and naming rights). In comparable cases, the public sector contributed to the development through incentives, infrastructure costs and other funding mechanisms to fund the project during development and with ongoing operating support. Collier County Sports Market & Needs Assessment Study Chapter 7 - Page 4 Opportunities (External conditions that will help the feasibility of a development in Collier County) ! Development of Tournaments and Leagues. Developing partnerships with local teams or leagues, Lee County Sports Development, as well as Collier County sports organizations such as the USSSA, Little League and Adrenaline Sports will increase the ability to develop, manage and conduct several regional tournaments per year that will bring participants and spectators from around the region and the United States. ! Economic Development of Surrounding Areas. Because of the potential for large regional tournaments, as well as the traffic from leagues and other events, the area surrounding the sports complex has the opportunity to develop, especially projects such as hotels and restaurants, retail and specialty services like sports health facilities. ! Trends for Travel Teams and Elite Tournaments. One major trend in sports is the growth of travel teams and the tournaments and other competitions that those teams require. Other travel team sports also create opportunities for tournaments, including rugby, lacrosse and softball. As these trends continue, opportunities for more tournaments will occur in Collier County. ! Other Possible Partners. Collier County and the surrounding area are home to many other groups and organizations that may want to partner or use the facilities. Local groups such as the local school district, student organizations and non-affiliated travelling sports teams may want to practice or play at the facilities. Threats (External conditions that are a threat to the feasibility of a development in Collier County) ! Market Saturation. Many tournaments around the state already exist and the clubs and teams that sponsor and manage those tournaments make profits from the tournaments for their organizations. Governing bodies like the FYSA may not want to sanction tournaments at a new Collier County sports complex on weekends that another sanctioned tournament is occurring in the area. Tournaments in Collier County and the surrounding area will want to continue with their tournaments even though a new sports complex may wish to hold a tournament on the same weekend. ! Scheduling Conflicts. The intentions of the facility are to provide an environment for the community to participate in an active lifestyle. The facility will also want to host larger scale regional and national tournaments that will create economic opportunities and growth. The schedule of the facilities could become difficult due to these two conflicting goals. ! Competitive Developments. The sports complex concept has become very popular in economic development circles and many communities are considering developing similar projects in order to generated economic impact. While land in surrounding communities is ripe for development, many communities are already considering or planning to build a multi-sport complex. ! Lack of Scheduling Flexibility. In the case of a resident team or club, these groups will ultimately impact and limit the flexibility of the sports complex’s facilities schedules. This may limit access to a segment of the local population, especially competing organizations. Collier County Sports Market & Needs Assessment Study Chapter 7 - Page 5 RECOMMENDATIONS The details of each recommendation are presented below. Multipurpose Fields (Soccer, Football, Lacrosse, etc.) ! Eight fields including one field that can be programmed as a championship field with seating to create a stadium atmosphere during high profile events. This offers sufficient fields for competition and practice during events. Tournament organizers typically schedule age/gender competitions using a pod format. Generally, the pod format is four-field units. ! Fields should be lighted, which provides scheduling flexibility and extends the timeframe for daily use. Some organizations such as USYSA and NIRSA seek facilities with lights. It is suggested that installation should be in four-field units if programming limits the number of lighted fields. ! The playing surface of the fields is suggested to be artificial turf. ! The recommended site should be large enough to allow for future expansion. The expansion area should allow for at least eight additional multipurpose fields. Baseball/Softball Facilities ! A standard rule of thumb for softball tournaments is one field for every ten youth teams and one field for every fifteen adult teams. Regional tournaments can range from 20 teams up to 60 teams. National tournaments have consisted up to 172 teams. It is suggested that the sports complex include eight diamonds. ! Turf Type. It is recommended the baseball/softball fields be constructed with artificial turf. This allows for both softball and baseball use at all age and competition levels. Artificial turf provides maximum programming flexibility and minimizes the impact of inclement weather. ! Field size. It is recommended that Collier County have fields with a minimum 300-foot fence. This meets the minimum needs for adult competitions while still acceptable for youth (which use a 200-foot fence distance). Portable fences can be installed for youth competitions if a shorter fence distance is desired. Additionally, the infield should also be designed so that the base paths can be adjusted to shorter distances for youth competition. ! All fields should be lighted, which provides scheduling flexibility and extends the timeframe for daily use. This is an important feature for both youth and adult league and recreational play, which are largely scheduled during evening hours to accommodate community residents. Other Recommendations ! Offer sufficient space for vendors/concessionaires to operate during events. ! Parking. Common concern of tournament organizers is not enough parking. A common metric used for athletic facilities is to allocate 100 to 150 parking spaces (1.0 – 1.5 acres) per field. In order to accommodate the parking needs for the recommended facilities, 1,600 to 2,400 parking spaces (16 to 24 acres) would need to be programmed onsite. Options for overflow parking and shuttling should be provided. Collier County Sports Market & Needs Assessment Study Chapter 7 - Page 6 ! Concessions. Beyond the concessions that should be a part of the announcer/scorekeeper’s booth for the diamond facilities, an additional set of concessions should be developed, at least one concession building for the multipurpose fields. Because of the size of soccer fields, a second concession/amenity building should be considered for these fields. ! Changing/Locker Rooms. Changing/locker rooms should be provided, two for each sport, and these could be designed into the concession and restroom buildings. ! Restrooms. These should be provided, at least one for each sport and designed in concert with locker rooms and concessions. ! Areas for event organizers and staff. Event organizers need locations for event headquarters to conduct their business and meetings. Also, tournament officials and referees regularly do not have a base location to change or operate from. Two small meeting rooms, with bathrooms, should be provided for each sport. ! Result/Scoreboards. Provide space for scorekeepers and a visible scoreboard for fields, one per sport. ! Internet/Wi-Fi. Event organizers lose capacity and effectiveness when they do not have access to sufficient Internet bandwidth. The facility should host a specific Internet connection (preferably wireless). ! It is recommended that governing bodies be consulted for their facility assistance resources in the design and layout process. Governing bodies such as USYSA offer free services to optimize the highest and best use for each particular sports facility design and layout, in accordance with their facility specifications. Additionally, many offer opportunities for grants that can be used to help offset design and potentially construction costs. Hotels, Restaurants and Retail ! Hotel development should be encouraged in the immediate vicinity of the facility. This will mitigate the concern of the location of the facility away from the hotel cluster along Tamiami Trail. A hotel would serve multiple demand generators in Collier County, not just the sports facilities. ! Convenience retail should be developed near the sports facilities. This should include a drug store at minimum. ! Several restaurants should be developed near the proposed sports complex, including a coffee shop, two to three “fast casual” restaurants such as Subway or Panera as well as one or two full- service restaurants, such as a TGI Fridays or Chili’s. These do not need to be national chains, but should cater to families with children. Collier County Sports Market & Needs Assessment Study Chapter 7 - Page 7 SITE ANALYSIS When considering potential sites for sports facilities within Collier County, there are a number of criteria that should be identified and clearly addressed as sites are considered. The site should benefit from high visibility and easy access from the major thoroughfares, although is not 100 percent necessary. Visitors traveling from outside the area must also be able to conveniently navigate through signage and landmarks as simply as possible. What is more important for the success of the development is that it be located near other support amenities, restaurants, hotels and have enough room for parking and overflow activities. In addition, the site must be large enough to accommodate large tournaments or multiple events and parking, and be inexpensive enough to make the development feasible, yet high quality enough to be a regional attraction. The following considerations would help to identify a preferred site for locating a new indoor athletic or multipurpose facility in Placer Valley. Urban Issues ! Compatibility with Adjacent Land Uses: Land adjacent to potential site should not be used for low-density residential, where sensitivity of neighbors will be an issue, or noxious uses such as industry. Best case is tourism-related uses such as restaurants, transient housing and retail. ! Facility Image/Visibility: Site offers good views of a possible new facility from one or more favorable vantage points. ! Quality of User Experience: Visitors to the site are likely to have a pleasant experience, either because of scenic qualities of the site and surroundings, or because of vibrant urban development valued by visitors. ! Proximity to Existing Hotels is often a key determinant of preferred sites. ! Proximity to Dining/Retail/Entertainment is a secondary, but still very important criterion for selection of preferred sites. ! Proximity to Existing Parking Resources: If it is possible to legally utilize off-site parking resources to satisfy some of the parking demand generated by the facility, this can help to reduce the land required and site development cost of the facility. ! Business Development Potential (new/existing): An important urban consideration is whether land or available (vacant) buildings exist in proximity to the potential site such that new development of private businesses, housing, or retail could be catalyzed by the project. Transportation ! Vehicular Access: An ideal site will be readily accessible to cars, buses and delivery vehicles using existing roadway systems. Proximate location to interstates and other major thoroughfares will provide easy access for visitors. Worst case is new roadways would be required; best case is existing roadways can handle expected traffic to the facility without modification. Collier County Sports Market & Needs Assessment Study Chapter 7 - Page 8 ! Adequacy of Proposed Parking Strategy: The site, together with any usable off-site parking resources, should be able to accommodate the parking demand generated by the proposed facility. ! Pedestrian Access: Is the site accessible to pedestrians (including disabled pedestrians)? Is there a good existing infrastructure of sidewalks, crosswalks and (if needed) protected intersections? ! Public/Alternative Transit: Is the candidate site served by public transit on existing routes, or by alternative transit systems such as ferries, light rail, streetcars, people movers, trails, greenways, etc.? Site Factors ! Site Size, Configuration, and Shape: The overall size and shape of the site must be conducive to the type of development proposed. Generally, developments will require adequate land for open space, detention, parking, landscaping, etc. ! Potential Views from Site: Does the potential site offer unique vistas or prospects that add to its appeal? ! Topography/Slope: Sites without steep slopes to allow construction of buildings and parking without excessive grading, cut, or fill is preferred. Extensive site work can be very extensive. ! Geologic or Water Table Issues: Are there known issues with site geology (such as visible rock outcroppings) that would suggest difficulty in construction? Is the candidate site known to have a high water table that could require mitigation? ! Archeological Resource Issues: Is the potential site likely to trigger required archeological investigation in its development or redevelopment? This would be triggered if the site was part of earliest known settlement of the community, or was otherwise known to be historically sensitive. ! Demolition - Extent, Historic: Are there numerous structures that would have to be cleared to make the site suitable for development/redevelopment? If historic structures exist, local historic preservation or other groups may pose objections to development of the site. ! Environmental Issues/Remediation: The potential site should consider environmental issues requiring remediation or making development difficult. In addition to known hazardous materials, wetlands, streamway or floodplain issues should also be considered. ! Zoning/Regulatory Issues: Considerations should be given to the difficulty of zoning or land use changes if required. The best-case scenario is current zoning permits development of proposed facilities. ! Potential for Expansion: The ability to accommodate future expansion of the facility, if warranted, must be considered. If not, adjacent undeveloped land will be assessed in order to understand if there is available for acquisition in the future. Cost Factors ! Land Acquisition Cost: The best-case scenario is the Client already owns the land. Next best- case option is publicly-owned land that can be made available without a purchase transaction. Collier County Sports Market & Needs Assessment Study Chapter 7 - Page 9 Less than ideal situations are when identified sites are privately-owned. The worst-case scenario would be multiple private owners requiring parcel assembly. The costs to acquire privately- owned parcels can be very costly and not feasible options for the project. ! Ability to Meet Proposed Schedule: Any encumbrances on the potential sites would make it difficult to place under development in accordance with proposed project timelines. The following table shows potential sites identified and assessed by the HSP Team, Client and County officials and stakeholders to determine a possible location for expanded and/or new facilities. The line represents the approximate threshold for sites to accommodate the recommended facilities. Table 7-1 Collier County Site Options Site Hussey Parcel Immokalee Airport Resource Recovery Business Park I-75 County Tract Water/Sewer Site at Orangetree City Gate Future Vanderbilt Beach Road Extension Park Collier County Fairgrounds North Collier Regional Park Manatee Park Future School Site Thomasson Drive School Site Big Corkscrew Island Regional Park site Hacienda Lakes Randall Curve Parcel Magnolia Pond Drive Swamp Buggy Grounds First Assembly Church Shady Hollow East Gateway Marco Island Group I-75/Alligator Alley Collier Blvd Mixed Use GG Commerce Park Marco Vision and Stewardship Amerisite North Naples Middle School Veterans Memorial School Ave Maria Source: Collier County Collier County Site Options Ownership Private Collier County Collier County Collier County Collier County Private Collier County Collier County Collier County Collier County School Board School Board Collier County Private Collier County Private Private Private Collier County Private Private Private Private Private Private Private School Board School Board Private Collier County Site Options Approximate Size (Acres)Suitability 2,547 Land use and infrastructure challenges, privately-owned 692 Land use and infrastructure challenges, committed to alternative use 344 Dedicated land use, restrictive covenants 306 Land use and infrastructure challenges, County-owned 216 Committed to alternative use 153 Large enough, privately-owned 122 Lacks proximity to activity nodes, current infrastructure challenges 68 County-owned, land use challenges 60 County-owned, land use challenges 60 County-owned, land use challenges 60 Land use challenges, committed to alternative use 60 School board-owned, land use challenges 59 Lacks proximity to activity nodes, development plans underway 50 Site too small 48 Site too small 46 Site too small 45 Site too small 43 Site too small 43 Site too small 37 Site too small 30 Site too small 30 Site too small 25 Site too small 25 Site too small 24 Site too small 18 Site too small 13 Site too small 8 Site too small Varies Lacks proximity to activity nodes Approximately 29 sites throughout Collier County were reviewed and assessed as possible opportunities. There are 11 Collier County-owned, 14 privately-owned and four School Board-owned sites reviewed during the process. Sites ranged from less than ten acres to more than 2,500 acres. The physical requirements of the recommended facilities and fields suggest a minimum site size of approximately 60 acres. Other factors considered included, but were not limited to: ! Size Collier County Sports Market & Needs Assessment Study Chapter 7 - Page 10 ! Location ! Ownership ! Site cost and availability ! Access and visibility ! Site conditions and infrastructure ! Proximity to amenities such as hotels and restaurants ! Opportunity for expansion ! Impact on tournaments and other economic drivers ! Impact on adjacent neighborhoods/resident opposition Based on the above general criteria and the need for approximately 60 acres to accommodate the recommended facilities as well as parking, the HSP Team identified seven sites to test fit the recommended facilities. The following table assesses the seven scenarios based on physical metrics as well as important factors event organizers consider when selecting facilities for events. Table 7-2 Collier County Site Summary Hotels Site Closest Node # of Hotels # of Rooms I-75 County Tract Collier County New Excellent 305.6 Yes TBD Short- to Mid-term < 1.5 miles 7 832 Yes City Gate Private New Excellent 153.0 Yes TBD Mid-term < 1.5 miles 7 832 Yes Collier County Fairgrounds / Big Corkscrew Regional Park Collier County New Poor 127.0 Yes TBD Mid- to Long-term > 11.5 miles 1 91 No Future Vanderbilt Beach Road Extension Park Collier County New Poor 122.4 Yes TBD Long-term > 11.5 miles 1 91 No North Collier Regional Park Collier County Expansion Excellent 60.0 Limited TBD Short-term < 3.5 miles 4 523 Yes Manatee Park Collier County New Good 60.0 Limited TBD Mid-term > 5.0 miles 2 101 Yes Thomasson Drive School School Board New Excellent 60.0 Limited TBD Mid-term <5.0 miles 10 907 Yes Source: Collier County Property Appraiser Office, Hunden Strategic Partners Ownership Development Mitigation CostsPotential for ExpansionSizeAccess & Visibility F&B NearbyEst. Time to Development The following discussion analyzes the conditions for development of a sports facility to better provide for Collier County and the benefits of related offshoot business, for ease of traveling from outside the county, potential group demand, the local business community and any unaccommodated demand from nearby sports and tournament complexes. The positive and negative aspects of each site were assessed taking into account the proposed developments, Collier County, surrounding community and existing facilities. Collier County Sports Market & Needs Assessment Study Chapter 7 - Page 11 The following figure shows the locations of the assessed sites. Figure 7-1 The following section describes each site. I-75 County Tract The I-75 County Tract site is located in the west central area of Collier County just east of where I-75 bends from north/south to east/west. The site is on the northeast corner of the I-75 and Collier Boulevard intersection and has frontage to I-75. The Collier County Landfill is adjacent to the east, while privately-owned and mostly undeveloped land (City Gate site) and a commercial/industrial park border the western side of the site. Collier County currently owns the approximately 305.6-acre site. The site is expected to require mitigation. Collier County Sports Market & Needs Assessment Study Chapter 7 - Page 12 The following figure shows the I-75 County Tract site. Figure 7-2 As shown, the site can accommodate the space needed for the recommended eight multipurpose fields and eight diamonds can without any issues. Additionally, there is more than adequate acreage to accommodate future expansion, parking, amenities and other support services. With sufficient space available for the recommended facilities and amenities, this site could also accommodate other related projects such as a stadium development and other athletic facilities. It is critical that any developments on the site be as flexible and provide synergies with the proposed development in order to create a premier sports and entertainment destination. However, investments to improve site infrastructure and mitigation are expected for this site. White Lake Boulevard is a limited-access road to the site, which extends to the Collier County Landfill resulting in heavy trucking activity. There are a total of six hotels with a combined 679 rooms at the I-75 and Collier Boulevard interchange. The hotels are limit- and select-service properties between economy and upscale market classes that would likely meet the needs of sports tourism groups. A 153-room Quality Inn Suites Golf Resort Naples located 1.5 miles north on Collier Boulevard that would likely service the site’s hotel needs. Overall, the immediate hotel package is good, while the hotels along Tamiami Trail are approximately eight to ten miles west. When teams and participants are not competing in an event, they are looking for nearby food and beverage retail, entertainment, and other leisure and recreation options that will fill non-event times as well as add to the overall visitor experience to Collier County. The I-75 County Tract site has several food and beverage options Collier County Sports Market & Needs Assessment Study Chapter 7 - Page 13 in the immediate area along Collier Boulevard to the north and south. Options include quick-service, sandwich shops, fast casual, and casual dining that are both local and chains. There is a good selection of options in the immediate area and several other options a quick drive east to the downtown Naples area. City Gate The City Gate site is northeast of the I-75 and Collier Boulevard intersection and is directly north of the commercial/industrial park. The privately-owned site is approximately 153 acres. The lack of County control and acquisition costs of the site could pose significant challenges to the viability of the site. Based on conversations with the landowner, site costs are $400,000 per acre. Additionally, County leadership would need to be willing and have the financial resources to purchase the land. The following figure shows the City Gate site. Figure 7-3 As shown, the site can accommodate the space needed for the recommended eight multipurpose fields and eight diamonds without any issues. There is more than adequate acreage to accommodate future expansion, parking, amenities and other support services. With sufficient space available for the recommended facilities and amenities, this site could also accommodate other related projects such as a stadium development and other athletic facilities. Collier County Sports Market & Needs Assessment Study Chapter 7 - Page 14 The City Gate site offers the same hotel package and proximity to food and beverage options as the I-75 County Tract site. There are a total of seven hotels with a combined 832 rooms within 1.5 miles of the site. The hotels are limit- and select-service properties between economy and upscale market classes that would likely meet the needs of sports tourism groups. Overall, the immediate hotel package is good, while the hotels along Tamiami Trail are approximately eight to ten miles west. The area surrounding the City Gate and I-75 County Tract sites has several food and beverage options in the immediate area along Collier Boulevard to the north and south. Options include quick-service, sandwich shops, fast casual, and casual dining that are both local and chains. There is a good selection of options in the immediate area and several other options a quick drive east to the downtown Naples area. Collier County Fairgrounds / Big Corkscrew Regional Park The Collier County Fairgrounds site is located in the north central area of Collier County in the Orangetree area. Immokalee Road on the west, residential waterways on the south, the planned Big Corkscrew Regional Park on the east and rural land to the north, border the approximately 86-acre site. Immokalee Road is the primary access road for visitors to arrive if coming from I-75, which is approximately 11.5 miles west. Collier County may have an opportunity to create another sports and recreation facility similar to NCRP in the northeast portion of the County by considering the Fairgrounds and Big Corkscrew Regional Park as one combined development that would be approximately 127 acres. The Collier County Fair is a private, not-for-profit organization that promotes education and South West Florida agriculture while showcasing and rewarding youth achievement for the betterment of the community. The fair hosts an eleven-day fair to provide quality family entertainment every spring and also facilities and resources for year-round events. Because of the increase in residential development near and around the Fairgrounds, there have been discussions of potentially relocating the Fairgrounds to a new location. Although an option that could accommodate multiple uses, several political and land-use questions may impact the viability of this site. Collier County Sports Market & Needs Assessment Study Chapter 7 - Page 15 The following figure shows the Collier County Fairgrounds site. Figure 7-4 As shown, the Fairgrounds site can accommodate the space needed for the recommended eight multipurpose fields and eight diamonds without any issues. Additionally, there is adequate acreage to accommodate future expansion of additional multipurpose fields. Based on the parking needs, circulation space and support spaces, future expansion could be limited on the Fairgrounds, but could be combined with the Big Corkscrew Regional Park. The site is adjacent to the planned 59-acre Big Corkscrew Regional Park that will include eight multipurpose fields, four diamonds, indoor athletic center, community center, aquatic facility and other amenities. The redevelopment of the Fairgrounds would provide synergies with the new regional park and become a significant sports and recreation hub for north and northeast Collier County as residential and commercial development continue to occur. Collier County Sports Market & Needs Assessment Study Chapter 7 - Page 16 The following figure shows the Big Corkscrew Regional Park master plan. Figure 7-5 Currently, there are no hotels in the immediate area around the Fairgrounds. The closest hotel is the 91-room Hampton Inn Naples located at the I-75 and Immokalee Road intersection. The next hotel options are more than 16 miles away. This is likely to be a challenge, as many visitors and teams can travel between their hotel and the sports complex multiple times and between games. The main hotel clusters along Tamiami Trail are approximately 20 miles away. Similar to the availability of nearby hotels, there are very few dining options for teams and participants around the Fairgrounds site. These challenges are expected to change as development continues to occur in the direction towards this site and along Immokalee Road. Future Vanderbilt Beach Road Extension Park The Future Vanderbilt Beach Road Extension Park site is located in the north central area of Collier County. The 122-acre site is just east of the Olde Florida Golf Club along Vanderbilt Beach Road approximately 7.5 miles east of I-75. The site is currently surrounded by rural and undeveloped land. Vanderbilt Beach Road will be the primary primary access road for visitors to arrive if coming from I-75. As part of the County’s Long Range Transportation Plan, the Vanderbilt Beach Road extension from Collier Boulevard to Desoto Boulevard is an approximately 11 mile extension of Vanderbilt Beach Road. It is being designed as two separate projects. The first section includes five miles of improvements between Collier Boulevard and Wilson Boulevard and the second section includes six miles of improvements from Wilson Boulevard to Desoto Collier County Sports Market & Needs Assessment Study Chapter 7 - Page 17 Boulevard. The project reached the 60 percent design completion phase, and was put on hold as a result of the economic downturn. The following figure shows the test fit for the Future Vanderbilt Beach Road Extension Park site Figure 7-6 As shown, the site can accommodate the space needed for the recommended eight multipurpose fields and eight diamonds without any issues. There is adequate acreage to accommodate future expansion, parking, amenities and other support services. The suspension of the Vanderbilt Beach Road extension project limit the access to the site and overall development around the site to help support any development in the near future. Currently, there are no hotels in the immediate area around the Vanderbilt Beach Road Extension site. The closest hotel is the 91-room Hampton Inn Naples located at the I-75 and Immokalee Road intersection. The next hotel options are more than 15 miles away. The main hotel clusters along Tamiami Trail are approximately 20 miles away. Similar to the availability of nearby hotels, there are very few dining options for teams and participants around the Fairgrounds site. Similar to the Fairgrounds / Big Corkscrew Regional Park site, these challenges are expected to change as development occurs in northeast Collier County. The sites is considered long-term opportunities due to the development of infrastructure and amenities that are need to developed to support the site. Collier County Sports Market & Needs Assessment Study Chapter 7 - Page 18 North Collier Regional Park North Collier Regional Park is located in northwest Collier County just south of the Immokalee Road exit on I- 75. The North Collier Regional Park site is the only expansion scenario of the six sites. The expansion of North Collier Regional Park considers the approximately 60 acres south of the Sun-N-Fun Lagoon and indoor facilities, and west of the existing diamonds. South of the expansion area is a residential neighborhood. North Collier Regional Park provides an opportunity to expand an existing facility that would increase the number of fields and diamonds that could accommodate large state and regional events at one venue. There are discussions and plans to develop an additional indoor facility near the Children’s Museum of Naples. Although the expansion of North Collier Regional Park of both indoor and outdoor facilities would make the park a greater sports hub in Collier County, neighborhood opposition and mitigation challenges may impact the viability of this site. Although there may be circumstances that limit a large expansion of North Collier Regional Park, there may be an opportunity to expand modestly to help alleviate immediate needs in the community. The following figure shows the North Collier Regional Park expansion site. Figure 7-7 The site can accommodate the space needed for the recommended eight multipurpose fields and eight diamonds. Based on the parking needs, circulation space and support spaces, future expansion is unlikely. If the expansion occurs, it is expected that there would be very limited space for any future expansion at North Collier Regional Park. Future expansion would likely be limited to accommodating a few multipurpose fields or ancillary facilities. Collier County Sports Market & Needs Assessment Study Chapter 7 - Page 19 Expansion of North Collier Regional Park has the potential to increase the number of multipurpose fields to 16 and diamonds to 12. The ability to leverage the existing infrastructure as well as indoor and outdoor facilities makes North Collier an attractive site, especially for event owners/organizers. The expansion would continue to build on North Collier’s ability to hold successful events. North Collier’s easy access to I-75 and proximate location to hotels, restaurants and entertainment has contributed to the success of the park as a destination for tournaments and events. Currently, there are limited hotels in the immediate area around North Collier. The closest hotel is the 91-room Hampton Inn Naples located at the I-75 and Immokalee Road intersection. The next closest hotel options along Tamiami Trail and at Pine Ridge Road and I-75 are within five miles of the park. Although North Collier does not have multiple hotel options in the immediate area, visitors are well accommodated by hotels within five to ten miles of the park. Similar to the availability of nearby hotels, there are several dining options for teams and participants around the North Collier Regional Park. Manatee Park Manatee Park is a 60-acre site that is located in southern Collier County, adjacent to the south of Manatee Middle School. The site is approximately three miles south of the Manatee Road and Tamiami Trail intersection. The County-owned site is surrounded by residential developments and is likely to face resident opposition if considered for sports facility that accommodates large events. Potential traffic congestion and event noise are likely concerns of residents in the area. The following figure shows the Manatee Park site. Figure 7-8 Collier County Sports Market & Needs Assessment Study Chapter 7 - Page 20 Based on the space required for the recommended facilities, Manatee Park is expected to accommodate the facilities with minimal opportunity to expand. The facilities, parking and amenities are expected to use all space available and closely border residences to the south. The site offers a site for new athletic facilities in south Collier County that are generally lacking in the area. Based on conversations with Parks and Recreation, Manatee Park is an ideal location for future development of a new pickleball complex. The resident demographics in the area surrounding Manatee Park reflect the active contingency of pickleball participants in Collier County. The latest trend in Collier County has been to redevelop underutilized facilities such as tennis courts and skate park. However, Manatee Park is a recommended site for new pickleball courts if redevelopment of underutilized facilities is no longer possible or viable. The site is situated adjacent to the south of the Manatee Middle School. The site is also surrounded by residential developments that will make expansion of the site or any proposed facilities not possible. The hotel cluster closest to the Manatee Park site is the downtown cluster approximately 9.5 miles north along Tamiami Trail near the Naples Municipal Airport. The closest lodging accommodation is the Falling Waters Beach Resort, which primarily offers condos for lease. The hotels in the downtown cluster near the airport are a mix of limit-service, select-service, independent and chain properties between economy and luxury market classes that would likely meet the needs of sports tourism groups. Overall, the immediate hotel package is good, while the hotels along Tamiami Trail are approximately 9.5 miles northwest. Thomasson Drive School The Thomasson Drive School site is an approximately 60-acre site located adjacent to East Naples Community Park and Avalon Elementary School. The site will be visible from Thomasson Drive and less than one mile from Tamiami Trail, providing easy access from one of the major thoroughfares in the County. The site is owned by the School Board, which could pose challenges if the site were designated for alternative uses. Residential development is underway south of the identified site and may become a potential issue if nearby residents are opposed to additional sports and recreation facilities. However, the development adjacent to East Naples Community Park could create synergies and a destination for sports and recreation in Collier County. Collier County Sports Market & Needs Assessment Study Chapter 7 - Page 21 The following figure shows the test fit for the Thomasson Drive School site. Figure 7-9 The Thomasson Drive School site is expected to accommodate the recommended facilities and parking. However, the lack of additional space suggests that any potential future expansion is unlikely to occur. The site will be very compact, limiting circulation and space for other amenities onsite. The site is located in a relatively developed area There are a total of ten hotels with a combined 907 rooms within five miles of the site. All the hotels are in the 5th Avenue and Tamiami Trail area. The hotels range from midscale to luxury market class, while seven of the ten are independent properties. The 189-room Hyatt House is the newest hotel of the cluster, opening in March 2016. The mix of quality and limited, select and full-service hotels provides options that event planners look for when selecting sites. Overall, the immediate hotel package is good, while the hotels downtown hotels are less than ten miles north. When teams and participants are not competing in an event, they are looking for nearby food and beverage retail, entertainment, and other leisure and recreation options that will fill non-event times as well as add to the overall visitor experience to Collier County. The Thomason Drive School site has several food and beverage options in the immediate area along Tamiami Trail to the north and south. Options include quick-service, sandwich shops, fast casual, and casual dining that are both local and chains. There is a good selection of options in the immediate area and several other options a quick drive north to the downtown Naples area. Collier County Sports Market & Needs Assessment Study Chapter 7 - Page 22 Implications After review and discussion of the seven scenarios, the HSP Team identified the I-75 County Tract, City Gate, and North Collier Regional Park as the options that can accommodate the proposed recommendations and have supportive amenities in close proximity. The I-75 County Tract provides sufficient land for development and is in close proximity to hotels and dining options. Since the County owns the site, the time and costs associated to acquire land will not be a major hurdle for the site. Factors that may impact the feasibility of this site include mitigation costs, proximity to the County landfill and infrastructure to the site. The North Collier Regional Park expansion area is a site that the HSP Team strongly recommends the County consider if all other options do not come to fruition or decide to take a smaller phased development approach before undertaking a larger development. Additionally, environmental challenges are expected to impact any development due to the presence of wetlands, imperiled species and other site issues. Regardless of how robust of a development were to occur, the County and/or entity developing sports facilities will need to address the environmental challenges in order to meet development requirements and alleviate environmental concerns. The scenarios will help the County prioritize whether to develop a major facility, or a more modest project designed to fit a site, fill a need in the community and be as financially sustainable as possible. Collier County Sports Market & Needs Assessment Study Chapter 7 - Page 23 Example Development Scenario The following figure shows an example schematic design of the I-75 County Tract site. Figure 7-10 Collier County Sports Market & Needs Assessment Study Chapter 7 - Page 24 The following figure shows estimated magnitude of costs for the I-75 County Tract site. Table 7-3 I-75 County Tract Sports Complex Estimated Order of Magnitude Costs Item Unit Quantity Price Subtotal Site Preparation (60% of Site)CY/SY 294,575 $50 $14,728,750 Fill, demucking, clearing / grubbing (assumes 3 ft. depth - no geotechnical)$14,728,750 Fields Field 16 $600,000 $9,600,000 Sub-grade, drainage, profile, irrigation, seeding, lighting, fencing, miscellaneous $9,600,000 Infrastructure / Support Irrigation building Building 1 $12,000 $12,000 Field House Building 1 $600,000 $600,000 Baseball Tower Building 2 $450,000 $900,000 Electrical Distribution on Site (40% of Site)SF 1,767,454 $2.00 $3,534,908 Parking Space 1,440 $3,000 $4,320,000 Roadway LF 4,195 $1,900 $7,970,500 General Landscaping SF 2,458,176 $2.25 $5,530,896 Hardscape (non-vehicular)SF 30,000 $12.00 $360,000 General Site Lighting (parking / roadway / walkway areas)SF 809,730 $4.00 $3,238,920 Site Signage Allowance Lump Sum 1 $100,000 $100,000 $26,567,224 Subtotal $50,895,974 Contingency (15%)$7,634,396 Total Allowance $58,530,370 *Other Costs Not Included: Off-Site Utilities, Design, Permit Fees Reports, Investigations Environmental, Mitigation Tree, Wildlife Protection Water Features, Drainage Features (wells, retention) Artificial Turf, Scoreboards Source: BEA Architects Inc., Hunden Strategic Partners The recommended full build out development cost is estimated to be $58.8 million. The site preparation costs are estimated at nearly $15 million. The assumption of wetlands and other environmental issues are expected to add costs to development of a site like the I-75 County Tract. The field costs are estimated at $9.6 million, while infrastructure and support costs are estimated at $26.5 million. The estimated costs are assumed to be accounted for in the site work, infrastructure and contingency costs. It is important to note, the costs are estimations and it is highly recommended the appropriate environmental studies are conducted to determine the amount of wetland and imperiled species mitigation is required on the site. Above costs are general allowances for "order-of-magnitude" construction costs for preliminary budgeting only. The cost information is not based on a sufficiently developed site-specific project design, nor has it been vetted with Collier County local contractors. Site preparation costs may increase due to site conditions and recommendations of geotechnical engineer. Phased Development The construction of sports complexes across the country is on the rise. However, municipalities are developing sports complexes differently either all at once or through phasing different portions over time. There are numerous factors such as overall project cost, financing, land control, single sport vs. multi-sport Collier County Sports Market & Needs Assessment Study Chapter 7 - Page 25 facility, expansion vs. new build, demand growth and others that impact the decision-making process on whether to phase the construction of a sports facility. In phased construction, projects are purposefully planned for and delay building select components of a project. In the long run, the overall cost to build a phased project is higher, but the startup costs are substantially lower. This allows a smaller initial project to be constructed, and a strategic master plan provides the structure for future additions as finances allow. A smaller initial project footprint also leaves room to adjust the project along the way. The following discussion provides an overview of the advantages and disadvantages to phasing sports facility developments in Collier County. Advantages: ! A lower initial investment. Spreading the cost of construction over a longer period of time can allow larger undertakings to be done in affordable pieces. Sometimes it’s the only way a project is attainable. ! Shorter construction time. A smaller scope of work results in an abbreviated construction schedule. ! Experience. Expanding existing facilities or developing portions of a new project can allow access to the community during a long-term construction timeframe. It also helps to inform future decisions, and it gives a real-world sense of the scale of developments. ! Allows for design changes. Operating an existing portion of a sports complex may reinforce or alter design selections. Decision makers may decide the facility does not actually need the work planned for future phases or that certain facilities planned for in future phases might actually work better somewhere else or are not needed. Disadvantages: ! Complexity. For all parties involved, a phased project is inherently more complex. There are more drawings and site logistics; there is more coordination. ! Longer time to fully realize the project. Phasing purposefully delays construction. An incomplete facility is acceptable to some groups, but for others, they may find other facilities to use. There is potential for loss of planned tenants and user groups. Additionally, the facility’s demand and operating performance will take longer to reach stabilization as new facilities open over a longer period. ! Higher overall costs. Few things get less expensive with time. Delaying the purchase of materials, labor, design and engineering means the project will cost more. Financing and permitting costs must be factored in too. ! Playing in a construction zone. Many phased projects leverage the fact that they can use part of the venue during construction. But working around finished spaces makes for inefficient workflows for all of the building trades. Dust, debris, construction traffic, work schedules and noise are just a few of the hazards that make for stressful times and must be managed. Contractors and user groups alike find these situations challenging for different reasons, and most residents are likely to underestimate the general messiness of construction. Collier County Sports Market & Needs Assessment Study Chapter 7 - Page 26 ! Allows for design changes. Both a positive and a negative, yes. Because the work is completed over time, it can be tempting to change the design at every turn. ! Initial funding could be reallocated for other uses. Other projects or budgetary needs could be considered higher priorities and receive funds that were intended for the sports complex. ! Alterations to complex interwoven, phased projects can be costly for obvious reasons. Minor changes are completely sensible, but rethinking major aspects of the project when it’s under way is disruptive to all parties involved, and there is typically premium for the privilege. Completing the design all at once preserves design momentum and ensures that the project will be executed with a consistent vision. It also prevents leaving out or forgetting critical pieces of infrastructure along the way. If a phased approached is chosen, a phasing plan should be developed that describes in both general and detailed terms what will be constructed and in what sequence. Documenting the vision at the outset also allows all parties to plan for an efficient construction process. The phasing plan must be developed to carefully consider the interdependence between systems and aesthetics. A phased development of the recommendations is an option. The phased development could include a modest expansion of an existing facility such as North Collier Regional Park before making a larger investment into a new tournament facility. For example, this would allow the County to increase multipurpose and/or diamonds at North Collier Regional Park in order to improve the park’s competitiveness regionally and ability to accommodate larger events at one site. The following figure shows a smaller phased development at North Collier Regional Park. This option will help accommodate more demand and alleviate overuse at other County parks, but it will not be the game-changing development that will propel Collier County into the competitive environment of high-profile national events. Figure 7-11 Collier County Sports Market & Needs Assessment Study Chapter 7 - Page 27 The following table shows estimate order of magnitude costs for the North Collier Regional Park expansion. Table 7-4 North Collier Regional Park Phased Expansion Estimated Order of Magnitude Costs Item Unit Quantity Price Subtotal Site Preparation (60% of Site)CY/SY 117,694 $50 $5,884,700 Fill, demucking, clearing / grubbing (assumes 3 ft. depth - no geotechnical)$5,884,700 Fields Field 8 $600,000 $4,800,000 Sub-grade, drainage, profile, irrigation, seeding, lighting, fencing, miscellaneous $4,800,000 Infrastructure / Support Irrigation building Building 1 $12,000 $12,000 Field House Building 1 $600,000 $600,000 Baseball Tower Building 1 $450,000 $450,000 Electrical Distribution on Site (40% of Site)SF 706,158 $2.00 $1,412,316 Parking Space 650 $3,000 $1,950,000 Roadway LF 290 $1,900 $551,000 General Landscaping SF 847,266 $2.50 $2,118,165 Hardscape (non-vehicular)SF 6,575 $12.00 $78,900 General Site Lighting (parking / roadway / walkway areas)SF 290,604 $4.00 $1,162,416 Site Signage Allowance Lump Sum 1 $75,000 $75,000 $8,409,797 Subtotal $19,094,497 Contingency (15%)$2,864,175 Total Allowance $21,958,672 *Other Costs Not Included: Off-Site Utilities, Design, Permit Fees Reports, Investigations Environmental, Mitigation Tree, Wildlife Protection Water Features, Drainage Features (wells, retention) Artificial Turf, Scoreboards Source: BEA Architects Inc., Hunden Strategic Partners The phased development scenario cost is estimated to be nearly $22 million. The site preparation and infrastructure costs are expected to reach nearly $6 million and $8.5 million, respectively. The average field cost is estimated at $600,000, totaling $4.8 million. The relocation of the retention pond and expected mitigation will increase the overall costs of the project. It is important to note, the costs are estimations and it is highly recommended the appropriate environmental studies are conducted to determine the amount of wetland and imperiled species mitigation is required on the site. A phased development will not immediately provide the “home-run” facility necessary to enter the ultra- competitive pursuit to secure regional and national events. However, it will provide Collier County the opportunity to accommodate growth in demand, secure more events, and provide more time to develop a strategic plan to fund and develop a destination tournament facility, if sports facility development is a priority for the community. Governance and Management These types of facilities are significant businesses and must be responsive to the needs of the market. When well run, they can generate net income for the owner. If treated as a public amenity, they can cause significant financial deficits, which would be covered by the owner – in most cases the public sector. The goal for the Collier County Sports Market & Needs Assessment Study Chapter 7 - Page 28 complex will be to both generate economic and fiscal impacts as well as maximize revenue and minimize expenses. The management staff of the sports complex will be one of the most critical elements to the success of the facility. Management must be as good of external marketers and champions for the facility as they are operators. The ability to maximize hotel usage is key to the economic and fiscal impact of the facility within the boundaries of Collier County. The tourism arm of the city and county, Florida’s Paradise Coast Convention & Visitors Bureau, should continue to enhance the symbiotic relationship area sports complexes to orchestrate tournament bids, housing (hotel) management and destination packages that funnel spending and impact to area hotels and other businesses. These proactive, market-based and tourism-responsive steps will help the sports complex succeed as a competitive market-based operation, even if owned publicly. Conclusion A very important aspect is that almost all of the relevant developments try to draw from two distinct sets of visitors. The first group is those who are residents of Collier County and come to the parks for recreation, entertainment and leisure opportunities that are not necessarily available anywhere else. The second group is non-residents visiting facilities to participate in an event at a facility in the region or to have an experience that they cannot have where they reside. A development that can integrate both user groups appears to be a key to the success of Collie County’s sports tourism objectives. In the next chapter, HSP provides estimates of demand and financial performance. Then, in the final chapter, HSP will estimate the impact on the County via taxes generated as well as return on investment for the project. TABLE OF CONTENTS ------------ Executive Summary Chapter 1 Collier County Facilities Overview Chapter 2 Economic and Demographic Analysis of Collier County Chapter 3 Local Sports Facility Supply and Demand Analysis Chapter 4 Regional Sports Facility Supply Analysis Chapter 5 Tournament Opportunity Analysis Chapter 6 Hotel Market Overview Chapter 7 Recommendations Chapter 8 Sports Marketing Plan Chapter 9 Demand and Financial Projections Chapter 10 Economic, Fiscal and Employment Impact Analysis Collier County Sports Market & Needs Assessment Study Chapter 8 - Page 2 SPORTS MARKETING PLAN Sport tourism represents one of the fastest growing sectors in tourism. Many destinations and host locations can boast of having the appropriate infrastructure from sports facilities, diversity of sports activities through to the hotel package to capitalize on this growing industry. However, it will be the destinations that foster the inner sport tourism entrepreneur that will win by building programs of events and activities that will deliver sustainable economic, social and promotional benefits. Innovative communities’ ability to maximize the potential of a their sports, heritage, natural and sporting resources has enabled them to build and attract events that has positioned them as the trendsetters of the sector. The many layers of sport tourism from hosting major events to the growth of active leisure and recreation reveals the opportunity that exists for all communities. Sport tourists are so varied from the weekend warriors seeking self actualization in triathlon, cycling, or running to competitive athletes who travel from destination to destination looking for the next elite competition. As Collier County looks to the future, the community must continually adapt to remain a premier destination. When it comes to driving tourism, filling hotel rooms and generating economic impact for Collier County, the landscape of tourism, hospitality and destination appeal is competitive, and the more that can be done to connect with visitors, the better. Now that the consumer desire or demand side is growing, Collier County needs to be strategic and encourage sport tourism innovation. Sports Marketing Strategy The review of facilities and the conversations with the key stakeholders in Collier County exposed some facility and seasonality weaknesses but also provided some strong opportunities to strengthen Collier County as a great place to “live and play” as well as to “visit and play”. The challenge in putting together recommendations on impactful marketing and business development tactics rests in one word that becomes a thread in objectives…..”Clarity”. For Collier County this will mean: ! Clarity in Vision ! Clarity in Goals & Objectives ! Clarity in Responsibilities ! Clarity in Evaluation Metrics Any marketing strategy will need to be guided by the four areas above. Clarity in Vision What research shows is that Collier County has demand for more local usage as well as a desire for increased capacity in number of fields and courts for growing and attracting more events to the market. Therefore, leadership has to be thoughtful in balancing the demand for both. There must be alignment of Collier County Sports Market & Needs Assessment Study Chapter 8 - Page 3 vision between the CVB and the Parks Department. Depending on where the capital resources to fund expansion or new facilities may provide much of the clarity needed. Regardless, the proper storytelling and positioning to local stakeholders will be critical. Clarity in Goals and Objectives In order to strive towards the vision that needs to be created, Collier County must develop the appropriate and achievable goals and corresponding objectives. We recommend defining those goals around the following: ! Facility Access & User Balance ! Athlete/Visitor Experience ! Fiscal Responsibilities Access & Balance: It appears that meeting demand of local citizens usage is important, so leadership must be able to determine access parameters of local leagues and clubs as well as free play. The establishment of an annual calendar that considers local sports league use along with the targeted weekends where tourism business thrives needs to be set and agreed to. Issues around staffing, room night availability, rental rates and operational control are critical as well. The tourism seasonality will also play a key role in establishing the calendar. Athlete/Visitor Experience: Paramount to a sustainable sports tourism strategy is over delivering on the athlete/visitor experience. This experience creates that “intent to return” to the market, not only for another sports event, but for that incremental vacation opportunity to further explore Collier County. The athlete and his/her family sports event experience is predicated on two areas: ! Tournament Experience: What is important here is the quality of competition venue, service standards at the venue, quality of competition play and efficiency of running the tournament. The last two elements which focus on the tournament is normally managed by the owner of the event, so ensuring clients are properly resourced and supported is critical. The end consumer does not always discern between the parties and therefore Collier County may suffer if proper communication and cooperation is not in place, resulting in poor execution. If there is a focus on the customer experience rather than partner disagreements, the county will ultimately continue to improve its reputation as a destination and well run sports community. ! Hospitality Experience: This is where Collier County can leverage its abundance and variety of lodging, dining and entertainment offerings. Those businesses that derive their living off of tourism must understand the value of the sport visitor as well as the role they play in balancing out the overall seasonality of Collier County. It is recommend that leadership of this segment communicate often about the value of the sports guest. Fiscal Responsibilities: This area should focus on understanding acquisition costs, event management costs and facility operations costs. Creating processes to ensure all revenue and expense items are openly discussed and understood prior to events will allow for effective decision making during the event. Most events will have some inevitable change (weather impacts) that will occur during the event and ultimately have an impact on the budget. Proper contingency planning will allow for this. Collier County Sports Market & Needs Assessment Study Chapter 8 - Page 4 Clarity in Responsibilities This area appears to have established clarity between Florida’s Paradise Coast CVB and Parks and Recreation. In the simplest of terms, the CVB is the sports business development/sales/marketing arm of the community and the Parks Department is the operations arm for sports. What bridges these two should be a clear understanding of roles and responsibilities. The common link is a well communicated, event management strategy that includes an overall event budget. That budget is most likely jointly created or at a minimum, agreed to in advance of the event. The processes and frequency of communication will allow for the management of each other’s expectations. Clarity in Evaluation Metrics As a community, there can be conflicting objectives by various agencies. The goals of driving room nights through utilization of community assets such as parks while every park and recreation department feels the pressure of providing local access and maintaining a level of quality playing surfaces can create conflict. Add the additional pressure of manpower and overtime limitations and it is easy to understand the logical differences. For Collier County to build additional facilities off the back of incremental tourism, agreement on evaluation metrics must be established and understood by senior leadership. Proper evaluation of prospective events can be the start. Not all events are good events and Collier County needs to establish those minimum standards and include them into all business terms and negotiations. Managing expectations for everyone will allow for more seamless execution and allow for post evaluation easier. Additionally, establishing appropriate and agreed to business models that balance brand enhancement elements of an event such as national marketing exposure with the actual event costs and/or event profitability can ease conflicts. Putting in place collaborative event review processes, both pre- and post-event will allow for improved decision-making. Marketing Strategy Components The term “marketing strategy’ has many meanings. For purposes of this report, we are referring to a few components of sales and marketing that, when combined, help establish a strategy to move the County to the next level in the sports tourism space. Normal destination marketing organizations (DMO’s) use the term “sales” to refer to the type of activity used to attract meetings and conventions to their markets. For sports, the term “business development” is used since it better describes the true role of the team focused on attracting the event to their community. It requires an understanding of the specific sports, its actual operational needs, developing business models and managing specific overall event budgets. Below some insight into those components of the Marketing Strategy will be provided. Collier County Sports Market & Needs Assessment Study Chapter 8 - Page 5 Overall Sports Tourism Insights The growth in sports tourism through the years has been driven by sports specialization through private and non-profit sports organizations whose most profitable income stream is event related income. What has become critical to the most successful organizations is finding communities who can provide better than average facilities, a community that provides destination amenities and delivers on their needs. In one simple word – “Trust”. The trust is built based upon personal relationships and having complimentary objectives and past event hosting success. While Collier County has had a strong record over the years with key clients, diversity and stability of events will drive its future. Collier County must continue to nurture those current relationships while building new ones. A visible challenge for Collier County to overcome is the turnover of past sports marketing staff. Like any corporation, when staff turnover occurs, intellectual capital goes with them. In this case, the personal relationships of the staff and the trust that was built. Relationships and trust in understanding the event rights holders needs cannot be underestimated. Although hosting sports events are not extremely difficult, the rights holder wants to focus on growing their business and is looking for an understanding partner in the community. Continuity in understanding eliminates one more variable for the rights holder As competition in quality venues continues to increase, differentiation needs to be emphasized in the marketing and business development approach. Despite loss in sports business development staff, its Parks and Recreation facility management teams appear to be knowledgeable, stable in turnover, and committed to the athlete experience. Building upon those strengths would be an area to focus upon. Business Development Relationship building for Collier County should focus on the existing client base and the recruitment of new partnerships. Existing Business As the facility growth decisions are made, it is important to work with those existing clients and their events to extend current agreements. Prior to any renegotiations, it will be important to thoroughly understand what Collier County wants in the extension. This could include guarantees of room nights or escalating rent structures or reduction of community services in exchange for improvements in quality and quantity of fields/courts. Like communities, rights holders are looking for good partners with good terms. An important element of the county’s existing business is in the great relationship it has with Lee County sports efforts. Lee County continues to do a great job in building their sport tourism business due to their quality and quantity of sports facilities. Partnering with Lee County sports tourism leadership could be even more formalized. Consideration should be given to jointly bid for larger events leveraging both community facilities. Additionally, consideration should be given to help those existing Lee County event organizers grow their business in terms of driving incremental teams and visitors with marketing support. What is good for Lee County can be good for Collier County if there is strategic alignment and appropriate measurements in place. Collier County Sports Market & Needs Assessment Study Chapter 8 - Page 6 New Business There are a variety of methods to make Collier County better known in the sports tourism space. Based upon the variety of facilities that Collier County would like to market, a more sports specific strategy should be considered. For the variety of sports, marketing should be supportive of an integrated business development strategy rather than seen as the driver for advertising to “make the phones ring”. Decisions on tournament site selection are not made by the end user (athlete or parent) but rather by the event organizer. If the event organizer is good at what they do, they will have a reputation and a following of clubs and teams that attend. Therefore, sports events are not as much of a consumer driven decision but much more client centric driven. Traditionally advertising in overall sports tourism trade publications has long been used, however, this is not viewed as effective as other methods. However, generic destination creative should continue to evolve with imagery continuing to be the best brand builder. Updating the county’s digital imagery library for all facilities is highly recommended for both internal needs as well as client needs. Establishing a process for clients to access imagery for their website is key to their ability to differentiate their events. Additionally, for specific sports, which are important to Collier County, such as soccer, diamond sports and pickleball, looking at sports specific and coaching specific publications can be beneficial. As stated earlier, relationships with Collier County staff continues to be paramount in growing the sports tourism business. Having a presence at the key sports event trade shows and meetings of the industry continues to be important, therefore having an appropriate budget for travel and entertainment should be reviewed. The following are some business development approaches. Sports Trade Shows ! NASC Sports Event Symposium. Owned and operated by the National Association of Sports Commission, the annual meetings are educationally focused for communities who are active in the sports tourism marketplace. Many event rights holders attend as well as vendors in the sports event business. A must attend event for Collier County to maintain relationships and stay current with trends. Normally hosted in the first two weeks of April. In 2016, the event will be in Sacramento, California. ! TEAMS Conference. Owned by Schneider Publishing, who publishes Sports Travel Magazine. Sports Travel Magazine was the first and longest running publication dedicated to sports tourism so the publisher’s relationships with communities runs deep. TEAMS was the second conference to enter the space and in recent years has suffered on attendance from both rights holders and communities. It is believe this has been driven by limited travel budgets and the emergence of other industry meetings. The 2016 event will be hosted September 26-19 in Atlantic City. ! Sport Events: The Relationship Conference. Owned and operated by Sports Events Media Group. The third entry into the sports tourism meeting business. Partners with National Council of Youth Sports and its educational track. Though less expensive than the other conference it is inconsistent with the quality and quantity of attendees. The 2016 event will be hosted in Overland Park, Kansas from September 12-15, 2016 Collier County Sports Market & Needs Assessment Study Chapter 8 - Page 7 ! Connect Sports Marketplace / Olympic Sports Link. Owned and operated by Connect Meetings. This is a broader tourism industry conference with four market segment tracks providing efficiency for CVBs and Hotels: 1) Corporate; 2) Association; 3) Specialty and 4) Sports. Although this is a more expensive tradeshow, the show subsidizes travel booking costs. The key 2016 event will be hosted in Grapevine, Texas in late August. Other Initiatives ! Familiarization Trips (FAMS). Hosting key rights holders over a weekend can work in Collier County’s favor. Consideration of hosting during an already scheduled event can demonstrate your community’s strengths in facility management, event management, hospitality and volunteer and community support. The risky part of this approach is if things do not go as planned; it may hurt the chances of securing an event. The safe route is to host key decision makers and just entertain them in a casual setting. ! Travelling to Rights Holders. Another opportunity is to take Collier County representing to the Rights Holders. Fortunately, a majority of the National Governing Bodies (NGB’s) are located in one of two cities: Indianapolis or Colorado Springs. If properly coordinated, staff can travel to the cities for two or three days of meetings, eliminating registration fees of conferences and providing for more focused time from the rights holders in comfortable surroundings. ! NASC Segment Meetings. The NASC annually hosts segment meetings for cities of like size. This best practices gathering provides staff with client insights, business-modeling improvements and further establishes relationships and industry education. Facility Operations Strategy Based upon the variety of sites that have been reviewed, a critical area for discussion should be focused on the overall integrated operational strategy for event and facility management as it relates to facility programming. As stated earlier in the review, a close working relationship must exist between business development (tourism driven) efforts and facility operations. A mutual understanding and respect of each stakeholder’s goals, objectives and priorities should be reviewed and discussed. This community leadership commitment to the integrated strategy will allow for staffs of all stakeholders to understand the community’s purpose in improving and/or building new sports and recreational facilities. There are a variety of operational models that exist across the country in addressing this increased demand on recreational facilities usage for purposes of economic development (tourism). The issues on facility usage center around the incremental wear and tear on facilities, incremental facility costs, conflicts on prime dates and times, political influence, and pricing. Heavy Usage Considerations ! Wear and tear on facilities: The increased usage puts tremendous pressure on maintaining both appearance and quality standards of facilities, especially on natural grass surfaces. Despite the warm weather climate in Collier County that allows for year round growing, specific grass types are dormant and heavy usage during that dormant season can cause problems. Ensuring Collier County Sports Market & Needs Assessment Study Chapter 8 - Page 8 and an increase in turf management budget over and above normal park standards is recommended. ! Incremental Facility Costs: This is primarily a staffing consideration as most park and recreation departments have done labor planning for normal park usage. It is recommended that for those facilities that anticipate heavy usage, the labor planning is done with increases budgeted for extended tournament usage hours. Additionally, increased usage will cause an increase in equipment usage, shortening the life span of the equipment and increasing equipment maintenance. Utility costs are also impacted. ! Prime Dates & Times: Based upon sports tourism seasonality and local league seasonality, conflicts will arise for regularly scheduled league games over those traditional travel weekends, which are primarily three-day holiday weekends, but recently are trending to include opportunities for long two-day weekends. ! Political Influence: A realistic scenario will occur post-opening where community constituencies will try to leverage future elected officials who may not understand the intent of the facility purpose (mixed-use) and will try to limit the tourism focused business. ! Pricing: Public parks access are viewed by many to be free as tax dollars pay for construction and maintenance. However, the volume and consistency of organized play (local and tournament) requires a different pricing strategy. Management Structures ! Park & Recreation Department Management: Existing staffing structures do not normally provide for a more ‘entrepreneurial’ approach to driving incremental tourism business as it puts greater demand on governmental budgets that normally are limited. ! Third Party Management: Subcontracting a third part management company, although very new to this space is an option. Their business model is to be paid a management fee with specific incentives built in to drive sponsorship and incremental revenue streams. Staffing for the facility and event management services may or may not be included in those fees. ! Creation of New Hybrid Model: This would mean the creation of a public/private partnership model (non-profit), that would allow for government to continue to pay the anticipated operational loss of the facility, but allow the local non-profit to be entrepreneurial in business style, solicit and accept donations from the private sector, but due to the local makeup of the board, it would be sensitive to local constituency issues. ! Other Models: This would include a long-term lease of the property to a third party owner/operator who would invest the construction capital, operate the facility, provide both local and tournament programming services. In any of the models, the land and facilities remain the property of the county. With all of the models, public perception will need to be managed when issues arise. Collier County Sports Market & Needs Assessment Study Chapter 8 - Page 9 Implications In order to strengthen Collier County sports tourism and develop the reputation of the community as both a premier leisure and sports tourism destination, a comprehensive and long-term marketing and public relations strategy needs to be devised and implemented by a combination of stakeholders, which may include leaders from the City, Convention and Visitors Bureau, Park District and other key members of the community. Collier County has the opportunity to be known as a destination of important sports events, enhance the appeal of the area and drive economic impact to the county, region and state. ! ! TABLE OF CONTENTS ------------ Executive Summary Chapter 1 Collier County Facilities Overview Chapter 2 Economic and Demographic Analysis of Collier County Chapter 3 Local Sports Facility Supply and Demand Analysis Chapter 4 Regional Sports Facility Supply Analysis Chapter 5 Tournament Opportunity Analysis Chapter 6 Hotel Market Overview Chapter 7 Recommendations Chapter 8 Sports Marketing Plan Chapter 9 Demand and Financial Projections Chapter 10 Economic, Fiscal and Employment Impact Analysis Collier County Sports Market & Needs Assessment Study Chapter 9 - Page 2 DEMAND AND FINANCIAL PROJECTIONS In this chapter, HSP provides estimates of performance for a new outdoor multi-sport facility that will primarily cater to field sports such as soccer and lacrosse, and diamond sports. The facilities have been programmed to not only accommodate, but also attract area clubs, organizations and regional tournaments for each sport. The programming for the athletic facilities include uses such as leagues, practices, camps and various sized tournaments. The analysis assumed tournaments would receive priority for weekend programming, while local programs and uses would utilize the facilities during weekdays and non-tournament weekends. Conversations with local leagues and organizations, as well as national sports governing bodies have all suggested that additional fields and facilities that can accommodate large tournaments is needed in Collier County. The south Florida and the Collier County area in particular are considered to be areas with growth opportunities in sports participation. Based on the feedback provided by club directors, national governing bodies and tournament organizers, the demand and financial projections assumed the following. ! Eight multipurpose fields. ! Eight baseball/softball diamonds. ! Site should allow for future expansion of at least eight more multipurpose fields and four diamonds. ! Operating Assumptions ! The facility will be municipally owned. ! The facility will be managed by a third-party entity. This entity will be charged with proactively programming the facility as well as oversee the day-to-day operations. ! The facility is assumed to be operated in a first-class manner by the parties who have operated similar facilities. ! User groups and event organizers will be proactively engaged to utilize and host events at the facility. ! Programming Assumptions ! All eight multipurpose fields will be artificial turf. The diamonds will have artificial turf. ! All fields will have lights to allow for evening use. ! Demand assumed a mix of newly created and existing events. Existing events assume an event that already occurs annually in the market is relocated to or hosts a portion of the event at the new sports complex. ! Programming and demand considered the seasonality of sports, the primary tournament weekends throughout the year, as well as the existing annual events in the Collier County area. Collier County Sports Market & Needs Assessment Study Chapter 9 - Page 3 ! Programming and demand considered the seasonality of the hotel market occupancy, rate and overall performance. Projections assumed hotel market conditions are conducive to accommodating youth sports tourism demand. The following table shows the number of annual events assumed for each user group. Table 9-1 Projected Number of Events - Collier County Sports Complex Year 1 Year 2 Year 3 Year 4 Year 5 Year 6 Year 7 Year 8 Year 9 Year 10 Soccer Competitive Existing Tournament 3 3 3 4 4 4 4 4 4 4 Competitive New Tournament 2 2 2 3 3 3 3 3 3 3 Local New Tournament 1 2 2 2 3 3 3 3 3 3 Youth Soccer Leagues (Spring & Fall)24 24 24 24 24 24 24 24 24 24 Camps/Programs 6 8 10 10 10 10 10 10 10 10 Practices 28 28 28 28 28 28 28 28 28 28 Adult Soccer Leagues (Spring & Fall)20 20 20 20 20 20 20 20 20 20 High School Regional/State Soccer Events*2 2 3 3 3 4 4 4 4 4 Total 86 89 92 94 95 96 96 96 96 96 Baseball Competitive Existing Tournament 3 3 3 3 3 3 3 3 3 3 Competitive New Tournament 4 4 5 5 6 6 6 6 6 6 Local New Tournament 2 2 3 3 4 4 4 4 4 4 Youth Baseball Leagues (Spring & Fall)24 24 24 24 24 24 24 24 24 24 Camps/Programs 6 10 12 12 12 12 12 12 12 12 Practices 28 28 28 28 28 28 28 28 28 28 High School Regional/State Baseball Events*2 2 3 3 4 4 4 4 4 4 Total 69 73 78 78 81 81 81 81 81 81 Softball Competitive Existing Tournament 2 2 2 2 2 2 2 2 2 2 Competitive New Tournament 2 3 4 5 6 6 6 6 6 6 Local New Tournament 2 2 2 3 3 3 3 3 3 3 Youth Softball Leagues (Spring & Fall)24 24 24 24 24 24 24 24 24 24 Camps/Programs 6 8 10 10 10 10 10 10 10 10 Practices 28 28 28 28 28 28 28 28 28 28 Adult Softball Leagues (Spring & Fall)20 20 20 20 20 20 20 20 20 20 High School Regional/State Softball Events*2 2 2 2 3 3 3 3 3 3 Total 86 89 92 94 96 96 96 96 96 96 Football Competitive Existing Tournament 2 2 2 2 2 2 2 2 2 2 Competitive New Tournament 2 2 2 3 3 3 3 3 3 3 Local New Tournament 1 1 2 2 3 3 3 3 3 3 Youth Football Leagues (Spring & Fall)20 20 20 20 20 20 20 20 20 20 Camps/Programs 6 8 10 10 10 10 10 10 10 10 Practices 24 24 24 24 24 24 24 24 24 24 High School Regional/State Football Events*0 0 0 0 0 0 0 0 0 0 Total 55 57 60 61 62 62 62 62 62 62 Lacrosse Competitive Existing Tournament 1 1 1 1 1 1 1 1 1 1 Competitive New Tournament 0 0 2 2 2 2 2 2 2 2 Local New Tournament 0 1 1 2 2 2 2 2 2 2 Youth Lacrosse Leagues (Spring)16 16 16 16 16 16 16 16 16 16 Camps/Programs 4 6 8 8 8 8 8 8 8 8 Practices 24 24 24 24 24 24 24 24 24 24 High School Regional/State Lacrosse Events*1 1 2 2 2 2 2 2 2 2 Total 48 50 54 55 55 55 55 55 55 55 Other Other Sporting Events 4 6 8 8 8 8 8 8 8 8 Collier County Events 1 1 2 2 3 3 4 4 4 4 Other Non-Sport Events 2 2 3 3 4 4 5 5 5 5 Total 7 9 13 13 15 15 17 17 17 17 Total Events 351 367 389 395 404 405 407 407 407 407 *Tournament Events 31 33 40 45 51 52 52 52 52 52 Source: Various Sports Organizations, Hunden Strategic Partners Collier County Sports Market & Needs Assessment Study Chapter 9 - Page 4 As shown, there are projected to be approximately 407 events in the stabilized year, including approximately 52 tournaments. Each season, practice and league event is considered one event occasion. A 12-week season would account for 12 events. Based on the number of average days per event type, the following number of event-days was projected. Table 9-2 Projected Event Days - Collier County Sports Complex Days per Event Year 1 Year 2 Year 3 Year 4 Year 5 Year 6 Year 7 Year 8 Year 9 Year 10 Soccer Competitive Existing Tournament 2.5 8 8 8 10 10 10 10 10 10 10 Competitive New Tournament 2 4 4 4 6 6 6 6 6 6 6 Local New Tournament 2 2 4 4 4 6 6 6 6 6 6 Youth Soccer Leagues (Spring & Fall)2 48 48 48 48 48 48 48 48 48 48 Camps/Programs 4 24 32 40 40 40 40 40 40 40 40 Practices 2 56 56 56 56 56 56 56 56 56 56 Adult Soccer Leagues (Spring & Fall)2 40 40 40 40 40 40 40 40 40 40 High School Regional/State Soccer Events*1 2 2 3 3 3 4 4 4 4 4 Total 184 194 203 207 209 210 210 210 210 210 Baseball Competitive Existing Tournament 3 9 9 9 9 9 9 9 9 9 9 Competitive New Tournament 2.5 10 10 13 13 15 15 15 15 15 15 Local New Tournament 2 4 4 6 6 8 8 8 8 8 8 Youth Baseball Leagues (Spring & Fall)2 48 48 48 48 48 48 48 48 48 48 Camps/Programs 4 24 40 48 48 48 48 48 48 48 48 Practices 2 56 56 56 56 56 56 56 56 56 56 High School Regional/State Baseball Events*1 2 2 3 3 4 4 4 4 4 4 Total 153 169 183 183 188 188 188 188 188 188 Softball Competitive Existing Tournament 3 6 6 6 6 6 6 6 6 6 6 Competitive New Tournament 2.5 5 8 10 13 15 15 15 15 15 15 Local New Tournament 2 4 4 4 6 6 6 6 6 6 6 Youth Softball Leagues (Spring & Fall)2 48 48 48 48 48 48 48 48 48 48 Camps/Programs 4 24 32 40 40 40 40 40 40 40 40 Practices 2 56 56 56 56 56 56 56 56 56 56 Adult Softball Leagues (Spring & Fall)1 20 20 20 20 20 20 20 20 20 20 Total 163 174 184 189 191 191 191 191 191 191 Football Competitive Existing Tournament 2.5 5 5 5 5 5 5 5 5 5 5 Competitive New Tournament 2 4 4 4 6 6 6 6 6 6 6 Local New Tournament 2 2 2 4 4 6 6 6 6 6 6 Youth Football Leagues (Spring & Fall)1 20 20 20 20 20 20 20 20 20 20 Camps/Programs 4 24 32 40 40 40 40 40 40 40 40 Practices 2 48 48 48 48 48 48 48 48 48 48 High School Regional/State Football Events*1 0 0 0 0 0 0 0 0 0 0 Total 103 111 121 123 125 125 125 125 125 125 Lacrosse Competitive Existing Tournament 2 2 2 2 2 2 2 2 2 2 2 Competitive New Tournament 2 2 2 4 4 4 4 4 4 4 4 Competitive New Tournament 2 2 2 4 4 4 4 4 4 4 4 Local New Tournament 2 2 2 2 4 4 4 4 4 4 4 Youth Lacrosse Leagues (Spring)1 16 16 16 16 16 16 16 16 16 16 Camps/Programs 4 16 24 32 32 32 32 32 32 32 32 Practices 1 24 24 24 24 24 24 24 24 24 24 High School Regional/State Lacrosse Events*1 1 1 2 2 2 2 2 2 2 2 Total 63 71 82 84 84 84 84 84 84 84 Other Other Sporting Events 1 4 6 8 8 8 8 8 8 8 8 Collier County Events 1.5 1 1 2 2 3 3 4 4 4 4 Other Non-Sport Events 1 2 2 3 3 4 4 5 5 5 5 Total 7 9 13 13 15 15 17 17 17 17 Total Event Days 673 616 664 675 687 688 690 690 690 690 *Tournament Event Days 61 65 77 86 97 98 98 98 98 98 Source: Various Sports Organizations, Hunden Strategic Partners Collier County Sports Market & Needs Assessment Study Chapter 9 - Page 5 As shown, Collier County can expect approximately 690 event-days per year by stabilization. Tournaments will account for approximately 98 event days by stabilization. This is an average of nearly two events per day, although it is most likely that multiple groups will be using the new sports complex simultaneously, especially on weekends. It was assumed there will be days and weekends where both the multipurpose fields and diamonds are used at the same time. The next table shows the number of expected teams, players and coaches using the sports complex annually. Table 9-3 Projected Teams & Participation - Collier County Sports Complex Teams Youth/ Team Coaches/ Team Total Soccer Competitive Existing Tournament 64 14.5 2.5 17 Competitive New Tournament 48 14.5 2.5 17 Local New Tournament 48 13.5 2 15.5 Youth Soccer Leagues (Spring & Fall)36 14.5 2 16.5 Camps/Programs 1 125 9 134 Practices 18 14.5 2 16.5 Adult Soccer Leagues (Spring & Fall)12 15.5 1 16.5 High School Regional/State Soccer Events*4 18 2.5 20.5 Total Baseball Competitive Existing Tournament 64 14.5 2.5 17 Competitive New Tournament 48 13.5 2.5 16 Local New Tournament 48 13.5 2 15.5 Youth Baseball Leagues (Spring & Fall)30 12 2 14 Camps/Programs 1 125 9 134 Practices 15 12.5 2 14.5 High School Regional/State Baseball Events*4 18 3 21 Total Softball Competitive Existing Tournament 56 14.5 2.5 17 Competitive New Tournament 48 13.5 2.5 16 Local New Tournament 48 13.5 2 15.5 Youth Softball Leagues (Spring & Fall)30 14.5 2 16.5 Camps/Programs 1 125 9 134 Practices 15 14.5 2 16.5 Adult Softball Leagues (Spring & Fall)36 14 1 15 High School Regional/State Softball Events*4 16.5 3 19.5 Total Football Competitive Existing Tournament 16 26 4 30 Competitive New Tournament 12 26 4 30 Local New Tournament 12 26 4 30 Youth Football Leagues (Spring & Fall)4 26 3.5 29.5 Camps/Programs 1 150 10 160 Practices 2 26 2.5 28.5 High School Regional/State Football Events*2 60 8 68 Total Lacrosse Competitive Existing Tournament 32 16.5 2.5 19 Competitive New Tournament 32 15.5 2.5 18 Local New Tournament 16 15.5 2 17.5 Youth Lacrosse Leagues (Spring)6 14.5 2 16.5 Camps/Programs 1 75 5 80 Practices 6 14.5 2 16.5 High School Regional/State Lacrosse Events*4 18.5 2.5 21 Total Projected Teams & Participation - Collier County Sports Complex Year 1 Year 2 Year 3 Year 4 Year 5 Year 6 Year 7 Year 8 Year 9 Year 10 3,264 3,329 3,396 4,618 4,711 4,805 4,901 4,999 5,099 5,201 1,632 1,681 1,731 2,675 2,755 2,838 2,923 3,011 3,101 3,194 744 1,533 1,579 1,626 2,512 2,587 2,665 2,745 2,827 2,912 14,256 14,256 14,256 14,256 14,256 14,256 14,256 14,256 14,256 14,256 804 1,083 1,367 1,381 1,394 1,408 1,422 1,437 1,451 1,466 8,316 8,316 8,316 8,316 8,316 8,316 8,316 8,316 8,316 8,316 3,960 3,960 3,960 3,960 3,960 3,960 3,960 3,960 3,960 3,960 164 164 246 246 246 328 328 328 328 328 33,140 34,322 34,851 37,078 38,151 38,499 38,772 39,052 39,339 39,633 3,264 3,329 3,396 3,464 3,533 3,604 3,676 3,749 3,824 3,901 3,072 3,164 4,074 4,196 5,186 5,342 5,502 5,667 5,837 6,012 1,488 1,533 2,368 2,439 3,350 3,450 3,553 3,660 3,770 3,883 10,080 10,080 10,080 10,080 10,080 10,080 10,080 10,080 10,080 10,080 804 1,353 1,640 1,657 1,673 1,690 1,707 1,724 1,741 1,759 6,090 6,090 6,090 6,090 6,090 6,090 6,090 6,090 6,090 6,090 168 168 252 252 336 336 336 336 336 336 24,966 25,717 27,900 28,178 30,248 30,592 30,944 31,307 31,679 32,061 1,904 1,942 1,981 2,021 2,061 2,102 2,144 2,187 2,231 2,275 1,536 2,373 3,259 4,196 5,186 5,342 5,502 5,667 5,837 6,012 1,488 1,533 1,579 2,439 2,512 2,587 2,665 2,745 2,827 2,912 11,880 11,880 11,880 11,880 11,880 11,880 11,880 11,880 11,880 11,880 804 1,083 1,367 1,381 1,394 1,408 1,422 1,437 1,451 1,466 6,930 6,930 6,930 6,930 6,930 6,930 6,930 6,930 6,930 6,930 10,800 10,800 10,800 10,800 10,800 10,800 10,800 10,800 10,800 10,800 156 156 156 156 234 234 234 234 234 234 35,342 36,541 37,796 39,646 40,764 41,050 41,344 41,646 41,957 42,276 960 979 999 1,019 1,039 1,060 1,081 1,103 1,125 1,147 720 742 764 1,180 1,216 1,252 1,290 1,328 1,368 1,409 360 371 764 787 1,216 1,252 1,290 1,328 1,368 1,409 2,360 2,360 2,360 2,360 2,360 2,360 2,360 2,360 2,360 2,360 960 1,293 1,632 1,648 1,665 1,682 1,698 1,715 1,733 1,750 1,368 1,368 1,368 1,368 1,368 1,368 1,368 1,368 1,368 1,368 0 0 0 0 0 0 0 0 0 0 6,728 7,112 7,887 8,362 8,863 8,974 9,087 9,203 9,322 9,443 608 620 633 645 658 671 685 698 712 727 576 593 1,222 1,259 1,297 1,335 1,376 1,417 1,459 1,503 280 286 291 594 606 618 631 643 656 669 1,584 1,584 1,584 1,584 1,584 1,584 1,584 1,584 1,584 1,584 320 485 653 659 666 673 679 686 693 700 2,376 2,376 2,376 2,376 2,376 2,376 2,376 2,376 2,376 2,376 84 84 168 168 168 168 168 168 168 168 5,828 6,028 6,927 7,286 7,355 7,426 7,498 7,573 7,649 7,727 Other Other Sporting Events 4 16 3 19 Collier County Events 1 500 0 500 Other Non-Sport Events 1 300 0 300 Total Total Participation *Tournament Participation Source: Various Sports Organizations, Hunden Strategic Partners 304 465 633 645 658 671 685 698 712 727 500 500 1,000 1,000 1,500 1,500 2,000 2,000 2,000 2,000 600 600 900 900 1,200 1,200 1,500 1,500 1,500 1,500 1,404 1,565 2,533 2,545 3,358 3,371 4,185 4,198 4,212 4,227 107,408 111,285 117,892 123,095 128,739 129,911 131,830 132,978 134,157 135,366 22,468 24,579 28,857 33,980 38,822 39,913 40,949 42,015 43,109 44,234 Collier County Sports Market & Needs Assessment Study Chapter 9 - Page 6 Based on the assumptions, it is projected that nearly 6,400 team visits to the sports complex annually, totaling more than 135,000 participants per year by the stabilized year. A portion of those, 2,176 would be teams coming for tournaments. For local teams, each player playing each league game counts as one participant (so one player playing spring soccer would be counted twelve times if there are twelve weeks in the season). Nearly 45,000 participants are projected for tournaments. Family and friends accompany most of the participants. While local league play is expected to only draw one to two family members per event, tournaments are assumed to bring more than two family members per event. Trends show that the younger the participant, the more family and friends accompany the participant to the event. The next table shows the expected number of spectators (family and friends) coming to the sports complex annually for various events. Collier County Sports Market & Needs Assessment Study Chapter 9 - Page 7 Table 9-4 Projection of Spectators - Collier County Sports Complex Others/ Participant Year 1 Year 2 Year 3 Year 4 Year 5 Year 6 Year 7 Year 8 Year 9 Year 10 Soccer Competitive Existing Tournament 1.5 4,896 4,994 5,094 6,928 7,066 7,207 7,352 7,499 7,649 7,802 Competitive New Tournament 1.3 2,122 2,185 2,251 3,477 3,582 3,689 3,800 3,914 4,031 4,152 Local New Tournament 1.3 967 1,992 2,052 2,114 3,266 3,364 3,465 3,569 3,676 3,786 Youth Soccer Leagues (Spring & Fall)1.3 18,533 18,533 18,533 18,533 18,533 18,533 18,533 18,533 18,533 18,533 Camps/Programs 0.1 80 108 137 138 139 141 142 144 145 147 Practices 0.1 832 832 832 832 832 832 832 832 832 832 Adult Soccer Leagues (Spring & Fall)0.3 1,188 1,188 1,188 1,188 1,188 1,188 1,188 1,188 1,188 1,188 High School Regional/State Soccer Events*1.3 213 213 320 320 320 426 426 426 426 426 Total 28,831 30,045 30,406 33,529 34,925 35,380 35,737 36,104 36,480 36,865 Baseball Competitive Existing Tournament 1.5 4,896 4,994 5,094 5,196 5,300 5,406 5,514 5,624 5,736 5,851 Competitive New Tournament 1.3 3,994 4,113 5,296 5,455 6,742 6,945 7,153 7,367 7,588 7,816 Local New Tournament 1.3 1,934 1,992 3,078 3,171 4,354 4,485 4,620 4,758 4,901 5,048 Youth Baseball Leagues (Spring & Fall)1.3 13,104 13,104 13,104 13,104 13,104 13,104 13,104 13,104 13,104 13,104 Camps/Programs 0.1 80 135 164 166 167 169 171 172 174 176 Practices 0.1 609 609 609 609 609 609 609 609 609 609 High School Regional/State Baseball Events*1.3 218 218 328 328 437 437 437 437 437 437 Total 24,836 25,167 27,673 28,027 30,713 31,154 31,607 32,072 32,550 33,041 Football Competitive Existing Tournament 1.3 1,248 1,273 1,298 1,324 1,351 1,378 1,405 1,434 1,462 1,491 Competitive New Tournament 1.2 864 890 917 1,416 1,459 1,502 1,547 1,594 1,642 1,691 Local New Tournament 1.2 432 445 917 944 1,459 1,502 1,547 1,594 1,642 1,691 Youth Football Leagues (Spring & Fall)1.2 2,832 2,832 2,832 2,832 2,832 2,832 2,832 2,832 2,832 2,832 Camps/Programs 0.1 96 129 163 165 166 168 170 172 173 175 Practices 0.1 137 137 137 137 137 137 137 137 137 137 High School Regional/State Football Events*1.3 0 0 0 0 0 0 0 0 0 0 Total 5,609 5,706 6,264 6,818 7,403 7,520 7,639 7,762 7,888 8,017 Softball Competitive Existing Tournament 1.5 2,856 2,913 2,971 3,031 3,091 3,153 3,216 3,281 3,346 3,413 Competitive New Tournament 1.3 1,997 3,085 4,237 5,455 6,742 6,945 7,153 7,367 7,588 7,816 Local New Tournament 1.3 1,934 1,992 2,052 3,171 3,266 3,364 3,465 3,569 3,676 3,786 Youth Softball Leagues (Spring & Fall)1.3 15,444 15,444 15,444 15,444 15,444 15,444 15,444 15,444 15,444 15,444 Camps/Programs 0.1 80 108 137 138 139 141 142 144 145 147 Practices 0.1 693 693 693 693 693 693 693 693 693 693 Adult Softball Leagues (Spring & Fall)0.6 6,480 6,480 6,480 6,480 6,480 6,480 6,480 6,480 6,480 6,480 High School Regional/State Softball Events*1.3 203 203 203 203 304 304 304 304 304 304 Total 29,485 30,716 32,014 34,411 35,856 36,219 36,593 36,977 37,372 37,779 Lacrosse Competitive Existing Tournament 1.6 973 992 1,012 1,032 1,053 1,074 1,096 1,117 1,140 1,163 Competitive New Tournament 1.4 806 831 1,711 1,762 1,815 1,870 1,926 1,984 2,043 2,104 Local New Tournament 1.4 392 400 408 832 849 866 883 901 919 937 Youth Lacrosse Leagues (Spring)1.3 2,059 2,059 2,059 2,059 2,059 2,059 2,059 2,059 2,059 2,059 Camps/Programs 0.1 32 48 65 66 67 67 68 69 69 70 Practices 0.1 238 238 238 238 238 238 238 238 238 238 High School Regional/State Lacrosse Events*1.3 109 109 218 218 218 218 218 218 218 218 Total 4,609 4,677 5,711 6,208 6,299 6,392 6,487 6,585 6,686 6,789 Other Other Sporting Events 0.1 426 651 886 903 921 940 959 978 997 1,017 Collier County Events 2.1 1,050 1,050 2,100 2,100 3,150 3,150 4,200 4,200 4,200 4,200 Other Non-Sport Events 1 600 600 900 900 1,200 1,200 1,500 1,500 1,500 1,500 Total 2,076 2,301 3,886 3,903 5,271 5,290 6,659 6,678 6,697 6,717 Total Spectators 95,445 98,612 105,953 112,897 120,468 121,955 124,722 126,178 127,673 129,208 *Tournament Spectators 28,511 31,228 36,325 42,692 48,405 49,752 51,026 52,335 53,679 55,060 Source: Various Sports Organizations, Hunden Strategic Partners Based on the assumptions, HSP projects nearly 130,000 family and friends will attend events annually by the tenth year. Of these, nearly 55,000 are due to tournaments, suggesting a tourism impact. Collier County Sports Market & Needs Assessment Study Chapter 9 - Page 8 The next table shows the total number of visitors (participants and spectators) expected at the sports complex. Table 9-5 Projected Total Visitors (Players, Coaches, Families) - Collier County Sports Complex Year 1 Year 2 Year 3 Year 4 Year 5 Year 6 Year 7 Year 8 Year 9 Year 10 Soccer Competitive Existing Tournament 8,160 8,323 8,490 11,546 11,777 12,012 12,253 12,498 12,748 13,003 Competitive New Tournament 3,754 3,866 3,982 6,152 6,337 6,527 6,723 6,925 7,132 7,346 Local New Tournament 1,711 3,525 3,631 3,740 5,778 5,951 6,130 6,314 6,503 6,698 Youth Soccer Leagues (Spring & Fall)32,789 32,789 32,789 32,789 32,789 32,789 32,789 32,789 32,789 32,789 Camps/Programs 884 1,191 1,504 1,519 1,534 1,549 1,565 1,580 1,596 1,612 Practices 9,148 9,148 9,148 9,148 9,148 9,148 9,148 9,148 9,148 9,148 Adult Soccer Leagues (Spring & Fall)5,148 5,148 5,148 5,148 5,148 5,148 5,148 5,148 5,148 5,148 High School Regional/State Soccer Events*377 377 566 566 566 754 754 754 754 754 Total 61,971 64,367 65,257 70,607 73,076 73,879 74,509 75,155 75,818 76,498 Baseball Competitive Existing Tournament 8,160 8,323 8,490 8,659 8,833 9,009 9,189 9,373 9,561 9,752 Competitive New Tournament 7,066 7,278 9,370 9,651 11,929 12,286 12,655 13,035 13,426 13,829 Local New Tournament 3,422 3,525 5,446 5,610 7,704 7,935 8,173 8,418 8,671 8,931 Youth Baseball Leagues (Spring & Fall)23,184 23,184 23,184 23,184 23,184 23,184 23,184 23,184 23,184 23,184 Camps/Programs 884 1,489 1,804 1,822 1,841 1,859 1,878 1,896 1,915 1,935 Practices 6,699 6,699 6,699 6,699 6,699 6,699 6,699 6,699 6,699 6,699 High School Regional/State Baseball Events*386 386 580 580 773 773 773 773 773 773 Total 49,802 50,884 55,573 56,205 60,962 61,746 62,551 63,378 64,228 65,102 Softball Competitive Existing Tournament 4,760 4,855 4,952 5,051 5,152 5,255 5,361 5,468 5,577 5,689 Competitive New Tournament 3,533 5,458 7,496 9,651 11,929 12,286 12,655 13,035 13,426 13,829 Local New Tournament 3,422 3,525 3,631 5,610 5,778 5,951 6,130 6,314 6,503 6,698 Youth Softball Leagues (Spring & Fall)27,324 27,324 27,324 27,324 27,324 27,324 27,324 27,324 27,324 27,324 Camps/Programs 884 1,191 1,504 1,519 1,534 1,549 1,565 1,580 1,596 1,612 Practices 7,623 7,623 7,623 7,623 7,623 7,623 7,623 7,623 7,623 7,623 Adult Softball Leagues (Spring & Fall)17,280 17,280 17,280 17,280 17,280 17,280 17,280 17,280 17,280 17,280 High School Regional/State Softball Events*359 359 359 359 538 77,808 78,475 79,162 79,867 80,593 Total 65,185 67,615 70,168 74,416 77,158 77,808 78,475 79,162 79,867 80,593 Football Competitive Existing Tournament 2,208 2,252 2,297 2,343 2,390 2,438 2,487 2,536 2,587 2,639 Competitive New Tournament 1,584 1,632 1,680 2,596 2,674 2,754 2,837 2,922 3,010 3,100 Local New Tournament 792 816 1,680 1,731 2,674 2,754 2,837 2,922 3,010 3,100 Youth Football Leagues (Spring & Fall)5,192 5,192 5,192 5,192 5,192 5,192 5,192 5,192 5,192 5,192 Camps/Programs 1,056 1,422 1,795 1,813 1,831 1,850 1,868 1,887 1,906 1,925 Practices 1,505 1,505 1,505 1,505 1,505 1,505 1,505 1,505 1,505 1,505 High School Regional/State Football Events*0 0 0 0 0 0 0 0 0 0 Total 12,337 12,818 14,150 15,180 16,267 16,493 16,726 16,964 17,209 17,461 Lacrosse Competitive Existing Tournament 1,581 1,612 1,645 1,678 1,711 1,745 1,780 1,816 1,852 1,889 Competitive New Tournament 1,382 1,424 2,933 3,021 3,112 3,205 3,301 3,400 3,502 3,607 Local New Tournament 672 685 699 1,426 1,455 1,484 1,514 1,544 1,575 1,606 Youth Lacrosse Leagues (Spring)3,643 3,643 3,643 3,643 3,643 3,643 3,643 3,643 3,643 3,643 Camps/Programs 352 533 718 725 733 740 747 755 762 770 Practices 2,614 2,614 2,614 2,614 2,614 2,614 2,614 2,614 2,614 2,614 High School Regional/State Lacrosse Events*193 193 386 386 386 386 386 386 386 386 Total 10,437 10,705 12,638 13,494 13,653 13,817 13,986 14,158 14,335 14,516 Other Other Sporting Events 730 1,116 1,518 1,549 1,579 1,611 1,643 1,676 1,710 1,744 Collier County Events 1,550 1,550 3,100 3,100 4,650 4,650 6,200 6,200 6,200 6,200 Other Non-Sport Events 1,200 1,200 1,800 1,800 2,400 2,400 3,000 3,000 3,000 3,000 Total 3,480 3,866 6,418 6,449 8,629 8,661 10,843 10,876 10,910 10,944 Total Visitation 203,212 210,256 224,204 236,351 249,745 252,404 257,090 259,694 262,368 265,113 *Total Tournament Visitation 53,523 58,416 68,313 80,356 91,495 94,048 96,476 98,971 101,534 104,168 Source: Various Sports Organizations, Hunden Strategic Partners Total attendance is projected to increase from more than 200,000 to approximately 265,000 by stabilization, depending on the number of tournaments held. Nearly 105,000 attendees are projected from tournaments by the tenth year. Collier County Sports Market & Needs Assessment Study Chapter 9 - Page 9 Financial Projection The next table is a consolidated estimate of revenue and expense for the sports complex. Table 9-6 Collier County Sports Complex - Financial Projections Fiscal Year Item Year 1 Year 2 Year 3 Year 4 Year 5 Year 6 Year 7 Year 8 Year 9 Year 10 Operating Revenue Rental Fees $604 $673 $752 $802 $855 $881 $912 $940 $968 $997 Net Concessions $34 $38 $46 $53 $62 $65 $70 $74 $77 $82 Net Novelties $2 $2 $3 $3 $4 $4 $5 $5 $5 $5 Advertising and Sponsorship $48 $67 $103 $106 $109 $113 $116 $119 $123 $127 Total Revenue $689 $780 $904 $965 $1,031 $1,063 $1,103 $1,138 $1,173 $1,211 Operating Expense Fixed Salary - Permanent Staff $290 $299 $308 $317 $326 $336 $346 $357 $367 $378 Salary - Part-Time/Seasonal Staff $100 $103 $106 $109 $113 $116 $119 $123 $127 $130 Benefits - Permanent Staff $96 $99 $102 $105 $108 $111 $114 $118 $121 $125 General and Administrative/Other $92 $95 $98 $101 $104 $107 $110 $113 $117 $120 Marketing Advertising $45 $46 $48 $49 $51 $52 $54 $55 $57 $59 Utilities $120 $124 $127 $131 $135 $139 $143 $148 $152 $157 Facility Maintenance $331 $341 $351 $362 $373 $384 $395 $407 $419 $432 Security $25 $26 $27 $27 $28 $29 $30 $31 $32 $33 Insurance $45 $46 $48 $49 $51 $52 $54 $55 $57 $59 Operating Expenses $1,144 $1,178 $1,213 $1,250 $1,287 $1,326 $1,366 $1,407 $1,449 $1,492 Facility Reserve $34 $37 $43 $47 $51 $52 $54 $55 $57 $59 Net Operating Income (Deficit)($490)($435)($352)($332)($307)($315)($317)($324)($332)($340) Source: Hunden Strategic Partners The model assumes events will pay daily, hourly or complex fees to use the facility, based on fees charged at comparable facilities as well as current Collier County Parks and Recreation Department fee schedules. However, anchor tenant leagues may pay a lower rental rate, similar to how an anchor retail tenant in a mall pays lower rent per square foot as they guarantee consistent usage and demand. This is assumed to be negotiated on a case-by-case basis due to different needs of fields and time as well as amount of usage. As shown, rental fees are projected to be the largest revenue source, stabilizing at less than $1 million. Net concessions, net novelties and advertising/sponsorships make up other significant revenue sources. The proforma does not assume a gate fee charged to spectators visiting the facility for tournaments and other high profile events. Gate revenue could be a critical element to offset incremental expenses to attract elite staff and operational expenses associated to collecting the gate fee. For concessions and novelties, the facility shares a percentage of gross sales. Many facilities do not allow outside food in order to drive onsite food and beverage sales and minimize post-event cleaning and maintenance. The leagues and tournament organizers would take the risk for and receive the majority of revenue novelties. Advertising and sponsorship opportunities should be available, given the size and programming of the sports complex. The assumptions for these figures were based on similar facilities. Collier County Sports Market & Needs Assessment Study Chapter 9 - Page 10 On the expense side, staffing, utilities and maintenance are the three largest items. Other costs include general administrative, security and insurance. In total, the facility is expected to experience a net deficit of $490,000 in the first year, and then will operate at a deficit of $300,000 to $350,000 on an annual basis. However, the facility would be expected to operate with a small deficit if other revenue sources are employed, which may include securing naming rights, a gate/admission fee, or hotel room rebates. The assumptions for the expense line items are explained as follows: ! Fixed expense metrics were taken from comparable facilities, taking into consideration rates specific to Collier County. ! The salaries for permanent and part-time/seasonal staff were assumed based on positions in similar facilities as well as compensation amounts published by the Collier County government. Benefits are assumed to be 33 percent of the permanent staff’s salaries. ! The expenses associated with general and administrative needs were assumed to be comparable to similar facilities analyzed. Expenses considered in the assumption were rentals, travel, supplies, building services, legal and other operating expenses. ! The sports complex’s utility expenses would follow the commodity charges for commercial, industrial and public authority and mix use purposes. It is expected that field upkeep and maintenance will be a large expense for the facility. ! Maintenance needs are assumed to meet the standards of comparable facilities. ! It is very possible that these expenses could be higher or lower, depending upon the ability of management to manage efficiencies and other expenses. The following table shows the five full-time employees projected for the sports complex. Table 9-7 Salary Assumptions Position Full-Time General Manger, Business Development 1.0 Manager, Facility Operations 1.0 Asst. Manager, Facility Operations 1.0 Manager, Event Management 1.0 Asst. Manager Events and Marketing 1.0 5.0 Source: Hunden Strategic Partners, Collier County Salary Assumptions Total Compensation $85,000 $65,000 $45,000 $55,000 $40,000 $290,000 The General Manager, Business Development will be the highest compensated staff member, followed by the Facility Operations Manager and Event Management Manager. Full-time staff is projected to cost $290,000 plus benefit costs of approximately 33 percent of salaries. The next tables show the detail associated with concessions and novelties, the first tables show the gross and net concessions. Collier County Sports Market & Needs Assessment Study Chapter 9 - Page 11 Table 9-8 Projected Gross Concession Revenue - Collier County Sports Complex Concessions Gross Per Capita Income Per Day Year 1 Year 2 Year 3 Year 4 Year 5 Year 6 Year 7 Year 8 Year 9 Year 10 Soccer Competitive Existing Tournament $1.10 $22,440 $23,575 $24,768 $34,696 $36,451 $38,296 $40,233 $42,269 $44,408 $46,655 Competitive New Tournament $1.10 $8,258 $8,761 $9,294 $14,791 $15,691 $16,647 $17,661 $18,736 $19,877 $21,088 Local New Tournament $1.10 $3,765 $7,988 $8,474 $8,990 $14,307 $15,178 $16,102 $17,083 $18,123 $19,227 Youth Soccer Leagues (Spring & Fall)$0.10 $6,558 $6,754 $6,957 $7,166 $7,381 $7,602 $7,830 $8,065 $8,307 $8,556 Camps/Programs $0.25 $884 $1,227 $1,595 $1,659 $1,726 $1,796 $1,868 $1,944 $2,022 $2,103 Practices $0.00 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 Adult Soccer Leagues (Spring & Fall)$0.10 $1,030 $1,060 $1,092 $1,125 $1,159 $1,194 $1,229 $1,266 $1,304 $1,343 High School Regional/State Soccer Events*$1.00 $377 $389 $600 $618 $637 $875 $901 $928 $956 $984 Total $43,312 $49,754 $52,782 $69,045 $77,352 $81,587 $85,825 $90,291 $94,998 $99,957 Baseball Competitive Existing Tournament $1.10 $26,928 $28,291 $29,722 $31,226 $32,806 $34,466 $36,210 $38,042 $39,967 $41,989 Competitive New Tournament $1.10 $19,430 $20,614 $27,336 $29,001 $36,921 $39,169 $41,555 $44,085 $46,770 $49,618 Local New Tournament $1.10 $7,529 $7,988 $12,711 $13,486 $19,076 $20,237 $21,470 $22,777 $24,165 $25,636 Youth Baseball Leagues (Spring & Fall)$0.10 $4,637 $4,776 $4,919 $5,067 $5,219 $5,375 $5,537 $5,703 $5,874 $6,050 Camps/Programs $0.25 $884 $1,533 $1,914 $1,991 $2,072 $2,155 $2,242 $2,332 $2,426 $2,524 Practices $0.00 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 High School Regional/State Baseball Events*$1.00 $386 $398 $615 $633 $870 $896 $923 $950 $979 $1,008 Total $59,795 $63,599 $77,218 $81,404 $96,963 $102,299 $107,936 $113,890 $120,181 $126,827 Softball Competitive Existing Tournament $1.10 $15,708 $16,503 $17,338 $18,215 $19,137 $20,105 $21,122 $22,191 $23,314 $24,494 Competitive New Tournament $1.10 $9,715 $15,460 $21,869 $29,001 $36,921 $39,169 $41,555 $44,085 $46,770 $49,618 Local New Tournament $1.10 $7,529 $7,988 $8,474 $13,486 $14,307 $15,178 $16,102 $17,083 $18,123 $19,227 Youth Softball Leagues (Spring & Fall)$0.10 $5,465 $5,629 $5,798 $5,972 $6,151 $6,335 $6,525 $6,721 $6,923 $7,130 Camps/Programs $0.25 $884 $1,227 $1,595 $1,659 $1,726 $1,796 $1,868 $1,944 $2,022 $2,103 Practices $0.00 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 Adult Softball Leagues (Spring & Fall)$0.10 $1,728 $1,780 $1,833 $1,888 $1,945 $2,003 $2,063 $2,125 $2,189 $2,255 High School Regional/State Softball Events*$1.00 $359 $370 $381 $392 $606 $624 $643 $662 $682 $702 Total $41,030 $48,586 $56,907 $70,221 $80,186 $84,587 $89,236 $94,150 $99,341 $104,828 Football Competitive Existing Tournament $1.10 $6,072 $6,379 $6,702 $7,041 $7,397 $7,772 $8,165 $8,578 $9,012 $9,468 Competitive New Tournament $1.10 $3,485 $3,697 $3,922 $6,242 $6,622 $7,025 $7,453 $7,907 $8,388 $8,899 Local New Tournament $1.10 $1,742 $1,849 $3,922 $4,161 $6,622 $7,025 $7,453 $7,907 $8,388 $8,899 Youth Football Leagues (Spring & Fall)$0.10 $519 $535 $551 $567 $584 $602 $620 $639 $658 $677 Camps/Programs $0.25 $1,056 $1,465 $1,905 $1,981 $2,061 $2,144 $2,231 $2,321 $2,414 $2,512 Practices $0.00 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 High School Regional/State Football Events*$1.00 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 Total $12,874 $13,924 $17,002 $19,993 $23,286 $24,568 $25,921 $27,351 $28,860 $30,455 Lacrosse Competitive Existing Tournament $1.10 $3,478 $3,654 $3,839 $4,033 $4,237 $4,451 $4,677 $4,913 $5,162 $5,423 Competitive New Tournament $1.10 $3,041 $3,226 $6,846 $7,263 $7,705 $8,174 $8,672 $9,200 $9,761 $10,355 Local New Tournament $1.10 $1,478 $1,553 $1,632 $3,429 $3,602 $3,785 $3,976 $4,177 $4,389 $4,611 Youth Lacrosse Leagues (Spring)$0.10 $364 $375 $387 $398 $410 $422 $435 $448 $462 $475 Camps/Programs $0.25 $352 $549 $762 $793 $825 $858 $892 $928 $966 $1,005 Practices $0.00 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 High School Regional/State Lacrosse Events*$1.00 $193 $199 $410 $422 $435 $448 $461 $475 $489 $504 Total $8,907 $9,557 $13,875 $16,337 $17,214 $18,138 $19,114 $20,142 $21,228 $22,373 Other Other Sporting Events $0.00 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 Collier County Events $1.50 $3,488 $3,592 $7,400 $7,622 $11,776 $12,129 $16,657 $17,157 $17,671 $18,202 Other Non-Sport Events $1.50 $1,800 $1,854 $2,864 $2,950 $4,052 $4,173 $5,373 $5,534 $5,700 $5,871 Total $5,288 $5,446 $10,264 $10,572 $15,827 $16,302 $22,030 $22,691 $23,372 $24,073 Total Gross Concessions $171,205 $190,867 $228,048 $267,572 $310,829 $327,481 $350,063 $368,516 $387,980 $408,513 Per Attendee $0.84 $0.91 $1.02 $1.13 $1.24 $1.30 $1.36 $1.42 $1.48 $1.54 Source: Various Sports Organizations, Hunden Strategic Partners Concessions are expected to be highest during tournaments and it is assumed that 20 percent accrues to the facility. Collier County Sports Market & Needs Assessment Study Chapter 9 - Page 12 Table 9-9 Projected Net Concession Revenue - Collier County Sports Complex Concessions Year 1 Year 2 Year 3 Year 4 Year 5 Year 6 Year 7 Year 8 Year 9 Year 10 Soccer Competitive Existing Tournament $4,488 $4,715 $4,954 $6,939 $7,290 $7,659 $8,047 $8,454 $8,882 $9,331 Competitive New Tournament $1,652 $1,752 $1,859 $2,958 $3,138 $3,329 $3,532 $3,747 $3,975 $4,218 Local New Tournament $753 $1,598 $1,695 $1,798 $2,861 $3,036 $3,220 $3,417 $3,625 $3,845 Youth Soccer Leagues (Spring & Fall)$1,312 $1,351 $1,391 $1,433 $1,476 $1,520 $1,566 $1,613 $1,661 $1,711 Camps/Programs $177 $245 $319 $332 $345 $359 $374 $389 $404 $421 Practices $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 Adult Soccer Leagues (Spring & Fall)$206 $212 $218 $225 $232 $239 $246 $253 $261 $269 High School Regional/State Soccer Events*$75 $78 $120 $124 $127 $175 $180 $186 $191 $197 Total $8,662 $9,951 $10,556 $13,809 $15,470 $16,317 $17,165 $18,058 $19,000 $19,991 Baseball Competitive Existing Tournament $5,386 $5,658 $5,944 $6,245 $6,561 $6,893 $7,242 $7,608 $7,993 $8,398 Competitive New Tournament $3,886 $4,123 $5,467 $5,800 $7,384 $7,834 $8,311 $8,817 $9,354 $9,924 Local New Tournament $1,506 $1,598 $2,542 $2,697 $3,815 $4,047 $4,294 $4,555 $4,833 $5,127 Youth Baseball Leagues (Spring & Fall)$927 $955 $984 $1,013 $1,044 $1,075 $1,107 $1,141 $1,175 $1,210 Camps/Programs $177 $307 $383 $398 $414 $431 $448 $466 $485 $505 Practices $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 High School Regional/State Baseball Events*$77 $80 $123 $127 $174 $179 $185 $190 $196 $202 Total $11,959 $12,720 $15,444 $16,281 $19,393 $20,460 $21,587 $22,778 $24,036 $25,365 Softball Competitive Existing Tournament $3,142 $3,301 $3,468 $3,643 $3,827 $4,021 $4,224 $4,438 $4,663 $4,899 Competitive New Tournament $1,943 $3,092 $4,374 $5,800 $7,384 $7,834 $8,311 $8,817 $9,354 $9,924 Local New Tournament $1,506 $1,598 $1,695 $2,697 $2,861 $3,036 $3,220 $3,417 $3,625 $3,845 Youth Softball Leagues (Spring & Fall)$1,093 $1,126 $1,160 $1,194 $1,230 $1,267 $1,305 $1,344 $1,385 $1,426 Camps/Programs $177 $245 $319 $332 $345 $359 $374 $389 $404 $421 Practices $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 Adult Softball Leagues (Spring & Fall)$346 $356 $367 $378 $389 $401 $413 $425 $438 $451 Total $8,206 $9,717 $11,381 $14,044 $16,037 $16,917 $17,847 $18,830 $19,868 $20,966 Football Competitive Existing Tournament $1,214 $1,276 $1,340 $1,408 $1,479 $1,554 $1,633 $1,716 $1,802 $1,894 Competitive New Tournament $697 $739 $784 $1,248 $1,324 $1,405 $1,491 $1,581 $1,678 $1,780 Local New Tournament $348 $370 $784 $832 $1,324 $1,405 $1,491 $1,581 $1,678 $1,780 Youth Football Leagues (Spring & Fall)$104 $107 $110 $113 $117 $120 $124 $128 $132 $135 Camps/Programs $211 $293 $381 $396 $412 $429 $446 $464 $483 $502 Practices $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 High School Regional/State Football Events*$0 $0 $0 $0 $0 $0 $0 $0 $0 $0 Total $2,575 $2,785 $3,400 $3,999 $4,657 $4,914 $5,184 $5,470 $5,772 $6,091 Lacrosse Competitive Existing Tournament $696 $731 $768 $807 $847 $890 $935 $983 $1,032 $1,085 Competitive New Tournament $608 $645 $1,369 $1,453 $1,541 $1,635 $1,734 $1,840 $1,952 $2,071 Local New Tournament $296 $311 $326 $686 $720 $757 $795 $835 $878 $922 Youth Lacrosse Leagues (Spring)$73 $75 $77 $80 $82 $84 $87 $90 $92 $95 Camps/Programs $70 $110 $152 $159 $165 $172 $178 $186 $193 $201 Practices $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 High School Regional/State Lacrosse Events*$39 $40 $82 $84 $87 $90 $92 $95 $98 $101 Total $1,743 $1,872 $2,693 $3,183 $3,356 $3,538 $3,730 $3,933 $4,148 $4,374 Other Other Sporting Events $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 Collier County Events $698 $718 $1,480 $1,524 $2,355 $2,426 $3,331 $3,431 $3,534 $3,640 Other Non-Sport Events $360 $371 $573 $590 $810 $835 $1,075 $1,107 $1,140 $1,174 Total $1,058 $1,089 $2,053 $2,114 $3,165 $3,260 $4,406 $4,538 $4,674 $4,815 Total Net Concessions $34,202 $38,134 $45,528 $53,430 $62,079 $65,407 $69,920 $73,608 $77,498 $81,602 Source: Various Sports Organizations, Hunden Strategic Partners Net concessions are expected to increase from $34,000 to nearly $82,000. Collier County Sports Market & Needs Assessment Study Chapter 9 - Page 13 The next table shows gross novelties, which are likely to be generated during tournaments. Table 9-10 Projected Gross Novelty Revenue - Collier County Sports Complex Novelty Gross Per Capita Income Per Day Year 1 Year 2 Year 3 Year 4 Year 5 Year 6 Year 7 Year 8 Year 9 Year 10 Soccer Competitive Existing Tournament $0.25 $2,040 $2,143 $2,252 $3,154 $3,314 $3,481 $3,658 $3,843 $4,037 $4,241 Competitive New Tournament $0.25 $938 $996 $1,056 $1,681 $1,783 $1,892 $2,007 $2,129 $2,259 $2,396 Local New Tournament $0.10 $171 $363 $385 $409 $650 $690 $732 $777 $824 $874 Total $3,150 $3,502 $3,693 $5,244 $5,747 $6,063 $6,396 $6,748 $7,120 $7,512 Baseball Competitive Existing Tournament $0.25 $2,040 $2,143 $2,252 $2,366 $2,485 $2,611 $2,743 $2,882 $3,028 $3,181 Competitive New Tournament $0.25 $1,766 $1,874 $2,485 $2,636 $3,356 $3,561 $3,778 $4,008 $4,252 $4,511 Local New Tournament $0.10 $342 $363 $578 $613 $867 $920 $976 $1,035 $1,098 $1,165 Total $4,149 $4,380 $5,315 $5,615 $6,709 $7,092 $7,497 $7,925 $8,378 $8,857 Softball Competitive Existing Tournament $0.25 $1,190 $1,250 $1,313 $1,380 $1,450 $1,523 $1,600 $1,681 $1,766 $1,856 Competitive New Tournament $0.25 $883 $1,405 $1,988 $2,636 $3,356 $3,561 $3,778 $4,008 $4,252 $4,511 Local New Tournament $0.10 $342 $363 $385 $613 $650 $690 $732 $777 $824 $874 Total $2,415 $3,019 $3,687 $4,629 $5,457 $5,774 $6,110 $6,465 $6,842 $7,240 Football Competitive Existing Tournament $0.25 $552 $580 $609 $640 $672 $707 $742 $780 $819 $861 Competitive New Tournament $0.25 $396 $420 $446 $709 $752 $798 $847 $898 $953 $1,011 Local New Tournament $0.10 $79 $84 $178 $189 $301 $319 $339 $359 $381 $404 Total $1,027 $1,084 $1,233 $1,539 $1,726 $1,824 $1,928 $2,038 $2,154 $2,276 Lacrosse Competitive Existing Tournament $0.25 $395 $415 $436 $458 $481 $506 $531 $558 $587 $616 Competitive New Tournament $0.25 $346 $367 $778 $825 $876 $929 $985 $1,046 $1,109 $1,177 Local New Tournament $0.10 $67 $71 $74 $156 $164 $172 $181 $190 $199 $210 Total $808 $852 $1,288 $1,439 $1,521 $1,607 $1,698 $1,794 $1,895 $2,003 Other Other Sporting Events $0.00 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 Collier County Events $0.50 $775 $798 $1,644 $1,694 $2,617 $2,695 $3,702 $3,813 $3,927 $4,045 Other Non-Sport Events $1.00 $1,200 $1,236 $1,910 $1,967 $2,701 $2,782 $3,582 $3,690 $3,800 $3,914 Total $1,975 $2,034 $3,554 $3,661 $5,318 $5,478 $7,284 $7,502 $7,727 $7,959 Total Gross Novelty $13,524 $14,872 $18,770 $22,127 $26,477 $27,837 $30,912 $32,472 $34,116 $35,847 Source: Various Sports Organizations, Hunden Strategic Partners As shown, novelty sales are only expected for tournaments, which are projected to generate nearly $36,000 in revenue by the tenth year. Collier County Sports Market & Needs Assessment Study Chapter 9 - Page 14 The next table shows the net novelty revenue expected. Table 9-11 Projected Net Novelty Revenue - Collier County Sports Complex Novelty Year 1 Year 2 Year 3 Year 4 Year 5 Year 6 Year 7 Year 8 Year 9 Year 10 Soccer Competitive Existing Tournament $306 $321 $338 $473 $497 $522 $549 $576 $606 $636 Competitive New Tournament $141 $149 $158 $252 $267 $284 $301 $319 $339 $359 Local New Tournament $26 $54 $58 $61 $98 $103 $110 $116 $124 $131 Total $472 $525 $554 $787 $862 $909 $959 $1,012 $1,068 $1,127 Baseball Competitive Existing Tournament $306 $321 $338 $355 $373 $392 $411 $432 $454 $477 Competitive New Tournament $265 $281 $373 $395 $503 $534 $567 $601 $638 $677 Local New Tournament $51 $54 $87 $92 $130 $138 $146 $155 $165 $175 Total $622 $657 $797 $842 $1,006 $1,064 $1,125 $1,189 $1,257 $1,329 Softball Competitive Existing Tournament $179 $188 $197 $207 $217 $228 $240 $252 $265 $278 Competitive New Tournament $132 $211 $298 $395 $503 $534 $567 $601 $638 $677 Local New Tournament $51 $54 $58 $92 $98 $103 $110 $116 $124 $131 Total $362 $453 $553 $694 $818 $866 $916 $970 $1,026 $1,086 Football Competitive Existing Tournament $83 $87 $91 $96 $101 $106 $111 $117 $123 $129 Competitive New Tournament $59 $63 $67 $106 $113 $120 $127 $135 $143 $152 Local New Tournament $12 $13 $27 $28 $45 $48 $51 $54 $57 $61 Total $154 $163 $185 $231 $259 $274 $289 $306 $323 $341 Lacrosse Competitive Existing Tournament $59 $62 $65 $69 $72 $76 $80 $84 $88 $92 Competitive New Tournament $52 $55 $117 $124 $131 $139 $148 $157 $166 $177 Local New Tournament $10 $11 $11 $23 $25 $26 $27 $28 $30 $31 Total $121 $128 $193 $216 $228 $241 $255 $269 $284 $300 Other Other Sporting Events $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 Collier County Events $116 $120 $247 $254 $393 $404 $555 $572 $589 $607 Other Non-Sport Events $180 $185 $286 $295 $405 $417 $537 $553 $570 $587 Total $296 $305 $533 $549 $798 $822 $1,093 $1,125 $1,159 $1,194 Total Net Novelty $2,029 $2,231 $2,815 $3,319 $3,972 $4,176 $4,637 $4,871 $5,117 $5,377 Source: Various Sports Organizations, Hunden Strategic Partners Novelties are expected to be highest during tournaments and it is assumed that 15 percent accrues to the facility. Novelty revenues are expected to generate more than $5,000 by the tenth year. Collier County Sports Market & Needs Assessment Study Chapter 9 - Page 15 The following table shows the rental assumptions. Table 9-12 Collier County Sports Complex Fee Schedule Event Facility Rental*Rental Period Soccer Competitive Existing Tournament $300 Field per day Competitive New Tournament $300 Field per day Local New Tournament $300 Field per day Youth Soccer Leagues (Spring & Fall)$40 Per hour Camps/Programs $40 Per hour Practices $40 Per hour Adult Soccer Leagues (Spring & Fall)$40 Per hour High School Regional/State Soccer Events*$0 Per hour Baseball Competitive Existing Tournament $300 Field per day Competitive New Tournament $300 Field per day Local New Tournament $300 Field per day Youth Baseball Leagues (Spring & Fall)$40 Per hour Camps/Programs $40 Per hour Practices $40 Per hour High School Regional/State Baseball Events*$0 Per hour Softball Competitive Existing Tournament $300 Field per day Competitive New Tournament $300 Field per day Local New Tournament $300 Field per day Youth Softball Leagues (Spring & Fall)$40 Per hour Practices $40 Per hour Practices $40 Per hour Adult Softball Leagues (Spring & Fall)$40 Per hour High School Regional/State Softball Events*$0 Per hour Football Competitive Existing Tournament $300 Field per day Competitive New Tournament $300 Field per day Local New Tournament $300 Field per day Youth Football Leagues (Spring & Fall)$40 Per hour Camps/Programs $40 Per hour Practices $40 Per hour High School Regional/State Football Events*$0 Per hour Lacrosse Competitive Existing Tournament $300 Field per day Competitive New Tournament $300 Field per day Local New Tournament $300 Field per day Youth Lacrosse Leagues (Spring)$40 Per hour Camps/Programs $40 Per hour Practices $40 Per hour High School Regional/State Lacrosse Events*$0 Per hour Other Other Sporting Events $40 Per hour Collier County Events $2,000 Per day Other Non-Sport Events $2,000 Per day *Rates include lights until 10pm Source: Collier County Parks & Recreation Department, Various Organizations, Hunden Strategic Partners Collier County Sports Market & Needs Assessment Study Chapter 9 - Page 16 As shown, there are hourly and daily fees that drive the rental revenue. The projected fee schedule is based on current comparable facilities’ rental fees, Collier County Parks and Recreation fees and organizations’ participation fees. The next table shows the rent detail for the sports complex. Table 9-13 Rental Fee Assumptions - Collier County Sports Complex Field Rentals Soccer Competitive Existing Tournament Competitive New Tournament Local New Tournament Youth Soccer Leagues (Spring & Fall) Camps/Programs Practices Adult Soccer Leagues (Spring & Fall) High School Regional/State Soccer Events* Total Baseball Competitive Existing Tournament Competitive New Tournament Local New Tournament Youth Baseball Leagues (Spring & Fall) Camps/Programs Practices High School Regional/State Baseball Events* Total Softball Competitive Existing Tournament Competitive New Tournament Local New Tournament Youth Softball Leagues (Spring & Fall) Camps/Programs Practices Adult Softball Leagues (Spring & Fall) High School Regional/State Softball Events* Total Football Competitive Existing Tournament Competitive New Tournament Local New Tournament Youth Football Leagues (Spring & Fall) Camps/Programs Practices High School Regional/State Football Events* Total Lacrosse Competitive Existing Tournament Competitive New Tournament Local New Tournament Youth Lacrosse Leagues (Spring) Camps/Programs Practices High School Regional/State Lacrosse Events* Total Rental Fee Assumptions - Collier County Sports Complex Field Rentals Year 1 Year 2 Year 3 Year 4 Year 5 Year 6 Year 7 Year 8 Year 9 Year 10 $18,000 $18,540 $19,096 $26,225 $27,012 $27,823 $28,657 $29,517 $30,402 $31,315 $9,600 $9,888 $10,185 $15,735 $16,207 $16,694 $17,194 $17,710 $18,241 $18,789 $4,800 $9,888 $10,185 $10,490 $16,207 $16,694 $17,194 $17,710 $18,241 $18,789 $38,400 $39,552 $40,739 $41,961 $43,220 $44,516 $45,852 $47,227 $48,644 $50,103 $15,360 $21,094 $27,159 $27,974 $28,813 $29,677 $30,568 $31,485 $32,429 $33,402 $44,800 $46,144 $47,528 $48,954 $50,423 $51,935 $53,494 $55,098 $56,751 $58,454 $25,600 $26,368 $27,159 $27,974 $28,813 $29,677 $30,568 $31,485 $32,429 $33,402 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $156,560 $171,474 $182,050 $199,313 $210,695 $217,016 $223,527 $230,232 $237,139 $244,254 $21,600 $22,248 $22,915 $23,603 $24,311 $25,040 $25,792 $26,565 $27,362 $28,183 $24,000 $24,720 $31,827 $32,782 $40,518 $41,734 $42,986 $44,275 $45,604 $46,972 $9,600 $9,888 $15,277 $15,735 $21,610 $22,258 $22,926 $23,614 $24,322 $25,052 $38,400 $39,552 $40,739 $41,961 $43,220 $44,516 $45,852 $47,227 $48,644 $50,103 $23,040 $39,552 $48,886 $50,353 $51,863 $53,419 $55,022 $56,673 $58,373 $60,124 $89,600 $92,288 $95,057 $97,908 $100,846 $103,871 $106,987 $110,197 $113,503 $116,908 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $206,240 $228,248 $254,701 $262,342 $282,368 $290,839 $299,564 $308,551 $317,807 $327,341 $14,400 $14,832 $15,277 $15,735 $16,207 $16,694 $17,194 $17,710 $18,241 $18,789 $12,000 $18,540 $25,462 $32,782 $40,518 $41,734 $42,986 $44,275 $45,604 $46,972 $9,600 $9,888 $10,185 $15,735 $16,207 $16,694 $17,194 $17,710 $18,241 $18,789 $38,400 $39,552 $40,739 $41,961 $43,220 $44,516 $45,852 $47,227 $48,644 $50,103 $23,040 $31,642 $40,739 $41,961 $43,220 $44,516 $45,852 $47,227 $48,644 $50,103 $44,800 $46,144 $47,528 $48,954 $50,423 $51,935 $53,494 $55,098 $56,751 $58,454 $19,200 $19,776 $20,369 $20,980 $21,610 $22,258 $22,926 $23,614 $24,322 $25,052 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $161,440 $180,374 $200,298 $218,108 $231,405 $238,347 $245,497 $252,862 $260,448 $268,261 $6,000 $6,180 $6,365 $6,556 $6,753 $6,956 $7,164 $7,379 $7,601 $7,829 $4,800 $4,944 $5,092 $7,868 $8,104 $8,347 $8,597 $8,855 $9,121 $9,394 $2,400 $2,472 $5,092 $5,245 $8,104 $8,347 $8,597 $8,855 $9,121 $9,394 $1,600 $1,648 $1,697 $1,748 $1,801 $1,855 $1,910 $1,968 $2,027 $2,088 $3,840 $5,274 $6,790 $6,993 $7,203 $7,419 $7,642 $7,871 $8,107 $8,351 $3,840 $3,955 $4,074 $4,196 $4,322 $4,452 $4,585 $4,723 $4,864 $5,010 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $22,480 $24,473 $29,111 $32,607 $36,286 $37,375 $38,496 $39,651 $40,841 $42,066 $4,800 $4,944 $5,092 $5,245 $5,402 $5,565 $5,731 $5,903 $6,080 $6,263 $4,800 $4,944 $10,185 $10,490 $10,805 $11,129 $11,463 $11,807 $12,161 $12,526 $2,400 $2,472 $2,546 $5,245 $5,402 $5,565 $5,731 $5,903 $6,080 $6,263 $12,800 $13,184 $13,580 $13,987 $14,407 $14,839 $15,284 $15,742 $16,215 $16,701 $15,360 $23,731 $32,591 $33,569 $34,576 $35,613 $36,681 $37,782 $38,915 $40,083 $19,200 $19,776 $20,369 $20,980 $21,610 $22,258 $22,926 $23,614 $24,322 $25,052 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $59,360 $69,051 $84,363 $89,516 $92,202 $94,968 $97,817 $100,751 $103,774 $106,887 Other Other Sporting Events Collier County Events Other Non-Sport Events Total Total Rental Revenue Source: Various Sports Organizations, Hunden Strategic Partners $1,600 $2,472 $3,395 $3,497 $3,602 $3,710 $3,821 $3,936 $4,054 $4,175 $2,000 $2,060 $4,244 $4,371 $6,753 $6,956 $9,552 $9,839 $10,134 $10,438 $4,000 $4,120 $6,365 $6,556 $9,004 $9,274 $11,941 $12,299 $12,668 $13,048 $7,600 $8,652 $14,004 $14,424 $19,359 $19,940 $25,314 $26,073 $26,856 $27,661 $613,680 $682,272 $764,527 $816,311 $872,314 $898,484 $930,215 $958,121 $986,865 $1,016,471 Source: Various Sports Organizations, Hunden Strategic Partners In total, there are many factors that contribute to revenue and expense. In order for the sports complex to minimize its operating deficit and improve its cost recovery as an enterprise, an entrepreneurial and businesslike mindset will be necessary to promote and fill the complex with users on a year-round basis. Collier County Sports Market & Needs Assessment Study Chapter 9 - Page 17 More and more events are implementing the “stay to play” model. The general concept calls for teams to either stay in a tournament approved hotel or else they many not be accepted to the event. Although it is becoming more common for events to implement “stay to play”, it tends to be the business-minded, farsighted tournament directors and organizations that actually consistently implement it. These leaders are most interested in building a successful tournament business model that can perform well year after year in any economy. They likely will take some of the savings on venue costs and increased rebate revenue and reinvest it back into their event to enhance it, improve the competition, and make it a more in-demand tournament for teams to attend. The events and/or housing services that have successfully implemented “stay to play” make sure the hotel choices offered have a broad set of locations, amenities and rate ranges to satisfy the biggest number of teams. Potential Revenue Sources Communities are continually looking for new revenue sources to help offset the ongoing operating and maintenance costs of athletic facilities. More facilities are turning to methods that focus on the individuals, visitors and groups using the facilities. Naming Rights / Sponsorships Given the large potential revenue amounts associated with advertising, sponsorship and potential naming rights, these are key factors to a successful fiscally sound operation. The following table shows recent naming rights agreements for youth sports complexes since 2007. Table 9-14 Naming Rights - Youth Sports Complexes Facility Location Amount Term (years)Annual Amount Year Scheels Overland Park Soccer Complex Overland Park, KS $625,000 5 $125,000 2015 Deaconess Sports Park Evansville, IN $500,000 8 $62,500 2015 Eastbay Sports Complex Wausau, WI $125,000 5 $25,000 2015 Grand Park (Pepsi Pouring Rights)Westfield, IN $2,000,000 10 $200,000 2013 Art Van Sports Complex Grand Rapids, MI $1,800,000 NA --2012 WakeMed Soccer Park Cary, NC $945,000 3 $315,000 2012 State Farm Sports Village Bakersfield, CA $500,000 5 $100,000 2011 Toyota of Lewisville Railroad Park Lewisville, TX $1,500,000 10 $150,000 2010 U.S. Cellular Community Park Medford, OR $650,000 6 $108,333 2008 Citizens Bank Fields at Progin Park Lancaster, MA Not Disclosed 5 --2007 Average $960,556 6 $135,729 Source: HSP, Various Sports Organizations As shown above, all of the naming rights agreements are for more than $100,000. The annual amount for these agreements ranges from $25,000 up to $315,000 per year, with the average being $135,000. The sports complex range in size and facilities offered. The Grand Park sponsorship with Pepsi is a $200,000 per year agreement for pouring rights at the sports complex. More and more sports complexes are seeking out naming rights and sponsorship agreements in order to offset operating costs and even construction costs. Collier County Sports Market & Needs Assessment Study Chapter 9 - Page 18 Gate Revenue Similar to sponsorships, gate revenue is still a relatively new revenue source that facilities are beginning to explore as a way to offset operating costs and assist with capital improvements. Other communities have taken the opposite approach by making policy decisions that community assets such as sports complexes will not levy gate or parking fees. This will be a decision for community leadership to decide. The following table shows the gate revenue generated from spectators attending tournaments and other high profile events. Collier County Sports Market & Needs Assessment Study Chapter 9 - Page 19 Table 9-15 Projected Gate Revenue - Collier County Sports Complex Year 1 Year 2 Year 3 Year 4 Year 5 Year 6 Year 7 Year 8 Year 9 Year 10 Gate Fee $5.00 $5.00 $5.00 $5.00 $5.00 $5.00 $5.00 $5.00 $5.00 $5.00 Gate Expenses 20%20%20%20%20%20%20%20%20%20% Soccer Competitive Existing Tournament Total Attendee Days 12,240 12,485 12,734 17,319 17,665 18,019 18,379 18,747 19,121 19,504 Gross Revenue $61,200 $62,424 $63,672 $86,595 $88,326 $90,093 $91,895 $93,733 $95,607 $97,520 Competitive New Tournament Total Attendee Days 4,243 4,370 4,502 6,955 7,164 7,379 7,600 7,828 8,063 8,305 Gross Revenue $21,216 $21,852 $22,508 $34,775 $35,818 $36,893 $38,000 $39,140 $40,314 $41,523 Local New Tournament Total Attendee Days 1,934 3,985 4,104 4,228 6,532 6,727 6,929 7,137 7,351 7,572 Gross Revenue $9,672 $19,924 $20,522 $21,138 $32,658 $33,637 $34,647 $35,686 $36,757 $37,859 High School Regional/State Soccer Events* Total Attendee Days 213 213 320 320 320 426 426 426 426 426 Gross Revenue $1,066 $1,066 $1,599 $1,599 $1,599 $2,132 $2,132 $2,132 $2,132 $2,132 Soccer Total $93,154 $105,267 $108,302 $144,106 $158,401 $162,755 $166,673 $170,690 $174,810 $179,034 Baseball Competitive Existing Tournament Total Attendee Days 14,688 14,982 15,281 15,587 15,899 16,217 16,541 16,872 17,209 17,554 Gross Revenue $73,440 $74,909 $76,407 $77,935 $79,494 $81,084 $82,705 $84,359 $86,047 $87,768 Competitive New Tournament Total Attendee Days 9,984 3,560 7,333 7,553 7,780 8,013 8,253 8,501 8,756 9,019 Gross Revenue $49,920 $17,798 $36,665 $37,765 $38,898 $40,065 $41,266 $42,504 $43,780 $45,093 Local New Tournament Total Attendee Days 3,869 1,371 1,398 2,853 2,910 2,968 3,027 3,088 3,149 3,212 Gross Revenue $19,344 $6,854 $6,991 $14,263 $14,548 $14,839 $15,136 $15,438 $15,747 $16,062 High School Regional/State Baseball Events* Total Attendee Days 218 218 328 328 437 437 437 437 437 437 Gross Revenue $1,092 $1,092 $1,638 $1,638 $2,184 $2,184 $2,184 $2,184 $2,184 $2,184 Baseball Total $143,796 $100,654 $121,701 $131,600 $135,123 $138,171 $141,291 $144,486 $147,757 $151,107 Softball Competitive Existing Tournament Total Spectators 2,856 2,913 2,971 3,031 3,091 3,153 3,216 3,281 3,346 3,413 Days 3.0 3.0 3.0 3.0 3.0 3.0 3.0 3.0 3.0 3.0 Total Attendee Days 8,568 8,739 8,914 9,092 9,274 9,460 9,649 9,842 10,039 10,240 Gross Revenue $42,840 $43,697 $44,571 $45,462 $46,371 $47,299 $48,245 $49,210 $50,194 $51,198 Competitive New Tournament Total Attendee Days 4,992 7,713 10,592 13,637 16,856 17,361 17,882 18,419 18,971 19,540 Gross Revenue $24,960 $38,563 $52,960 $68,186 $84,278 $86,806 $89,411 $92,093 $94,856 $97,701 Local New Tournament Total Attendee Days 3,869 3,985 4,104 6,341 6,532 6,727 6,929 7,137 7,351 7,572 Gross Revenue $19,344 $19,924 $20,522 $31,707 $32,658 $33,637 $34,647 $35,686 $36,757 $37,859 High School Regional/State Softball Events* Total Attendee Days 203 203 203 203 304 304 304 304 304 304 Gross Revenue $1,014 $1,014 $1,014 $1,014 $1,521 $1,521 $1,521 $1,521 $1,521 $1,521 Softball Total $88,158 $103,198 $119,067 $146,369 $164,828 $169,264 $173,823 $178,510 $183,327 $188,279 Football Competitive Existing Tournament Total Attendee Days 3,120 3,182 3,246 3,311 3,377 3,445 3,514 3,584 3,656 3,729 Gross Revenue $15,600 $15,912 $16,230 $16,555 $16,886 $17,224 $17,568 $17,919 $18,278 $18,643 Competitive New Tournament Total Attendee Days 1,728 1,780 1,833 2,832 2,917 3,005 3,095 3,188 3,283 3,382 Gross Revenue $8,640 $8,899 $9,166 $14,162 $14,587 $15,024 $15,475 $15,939 $16,417 $16,910 Local New Tournament Total Attendee Days 864 890 1,833 1,888 2,917 3,005 3,095 3,188 3,283 3,382 Gross Revenue $4,320 $4,450 $9,166 $9,441 $14,587 $15,024 $15,475 $15,939 $16,417 $16,910 High School Regional/State Football Events* Total Attendee Days 0 0 0 0 0 0 0 0 0 0 Gross Revenue $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 Football Total $28,560 $29,261 $34,563 $40,158 $46,059 $47,272 $48,518 $49,798 $51,113 $52,463 Lacrosse Competitive Existing Tournament Total Attendee Days 1,946 1,985 2,024 2,065 2,106 2,148 2,191 2,235 2,280 2,325 Gross Revenue $9,728 $9,923 $10,121 $10,323 $10,530 $10,740 $10,955 $11,174 $11,398 $11,626 Competitive New Tournament Total Attendee Days 1,613 1,661 3,422 3,525 3,630 3,739 3,852 3,967 4,086 4,209 Gross Revenue $8,064 $8,306 $17,110 $17,624 $18,152 $18,697 $19,258 $19,835 $20,430 $21,043 Local New Tournament Total Attendee Days 784 800 816 1,664 1,697 1,731 1,766 1,801 1,837 1,874 Gross Revenue $3,920 $3,998 $4,078 $8,320 $8,486 $8,656 $8,829 $9,006 $9,186 $9,370 High School Regional/State Lacrosse Events* Total Attendee Days 109 109 218 218 218 218 218 218 218 218 Gross Revenue $546 $546 $1,092 $1,092 $1,092 $1,092 $1,092 $1,092 $1,092 $1,092 Softball Total $22,258 $22,773 $32,402 $37,359 $38,260 $39,185 $40,134 $41,108 $42,106 $43,131 Other Collier County Events Total Attendee Days 1,050 1,050 2,100 2,100 3,150 3,150 4,200 4,200 4,200 4,200 Gross Revenue $5,250 $5,250 $10,500 $10,500 $15,750 $15,750 $21,000 $21,000 $21,000 $21,000 Other Non-Sport Events Total Attendee Days 600 600 900 900 1,200 1,200 1,500 1,500 1,500 1,500 Gross Revenue $3,000 $3,000 $4,500 $4,500 $6,000 $6,000 $7,500 $7,500 $7,500 $7,500 Other Total $8,250 $8,250 $15,000 $15,000 $21,750 $21,750 $28,500 $28,500 $28,500 $28,500 Expected Gross Gate Revenue 384,176$ 369,402$ 431,034$ 514,592$ 564,422$ 578,397$ 598,940$ 613,092$ 627,613$ 642,514$ Gate Expense 76,835$ 73,880$ 86,207$ 102,918$ 112,884$ 115,679$ 119,788$ 122,618$ 125,523$ 128,503$ Net Gate Revenue to Facility 307,341$ 295,522$ 344,827$ 411,674$ 451,538$ 462,718$ 479,152$ 490,473$ 502,090$ 514,011$ Source: Hunden Strategic Partners Collier County Sports Market & Needs Assessment Study Chapter 9 - Page 20 Based on the projected demand, net gate revenue is expected to increase from more than $307,000 in year one to approximately $514,000 in year ten. The gate fee is assumed to be $5 and charged to each car that enters the facility for tournament and other high-profile events. The gate related expenses is assumed to be 20 percent of expected gross gate revenues. Hotel Room Rebates The following table provides hotel room night revenue share scenarios for the sports complex. The scenarios compare the revenue potential generated from a room night rebate of $5, $8, $10 and $20 per room, per night that is booked as part of the events room block. Table 9-16 Collier County Sports Complex - Hotel Room Revenue Share Year 1 Year 2 Year 3 Year 4 Year 5 Year 6 Year 7 Year 8 Year 9 Year 10 Total Room Nights 18,516 19,890 22,635 26,312 29,305 30,046 30,870 31,646 32,441 33,258 274,918 $5/room $5.00 $92,580 $99,448 $113,174 $131,558 $146,525 $150,231 $154,352 $158,228 $162,207 $166,291 $1,374,592 Scenario A Facility Share 100%$92,580 $99,448 $113,174 $131,558 $146,525 $150,231 $154,352 $158,228 $162,207 $166,291 $1,374,592 Non-Facilty Share 0%$0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 Scenario B Facility Share 80%$74,064 $79,559 $90,539 $105,247 $117,220 $120,185 $123,481 $126,582 $129,765 $133,032 $1,099,674 Non-Facilty Share 20%$18,516 $19,890 $22,635 $26,312 $29,305 $30,046 $30,870 $31,646 $32,441 $33,258 $274,918 Scenario C Facility Share 70%$64,806 $69,614 $79,221 $92,091 $102,567 $105,161 $108,046 $110,760 $113,545 $116,403 $962,215 Non-Facilty Share 30%$27,774 $29,834 $33,952 $39,467 $43,957 $45,069 $46,306 $47,468 $48,662 $49,887 $412,378 $8/room $8.00 $148,127 $159,117 $181,078 $210,493 $234,440 $240,369 $246,963 $253,165 $259,531 $266,065 $2,061,889 Scenario A Facility Share 100%$148,127 $159,117 $181,078 $210,493 $234,440 $240,369 $246,963 $253,165 $259,531 $266,065 $2,061,889 Non-Facilty Share 0%$0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 Scenario B Facility Share 80%$118,502 $127,294 $144,862 $168,395 $187,552 $192,295 $197,570 $202,532 $207,625 $212,852 $1,649,511 Non-Facilty Share 20%$29,625 $31,823 $36,216 $42,099 $46,888 $48,074 $49,393 $50,633 $51,906 $53,213 $412,378 Scenario C Facility Share 70%$103,689 $111,382 $126,754 $147,345 $164,108 $168,258 $172,874 $177,215 $181,672 $186,245 $1,443,322 Non-Facilty Share 30%$44,438 $47,735 $54,323 $63,148 $70,332 $72,111 $74,089 $75,949 $77,859 $79,819 $618,567 $10/room $10.00 $185,159 $198,896 $226,347 $263,117 $293,050 $300,461 $308,704 $316,456 $324,413 $332,581 $2,749,185 Scenario A Facility Share 100%$185,159 $198,896 $226,347 $263,117 $293,050 $300,461 $308,704 $316,456 $324,413 $332,581 $2,749,185 Non-Facilty Share 0%$0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 Scenario B Facility Share 80%$148,127 $159,117 $181,078 $210,493 $234,440 $240,369 $246,963 $253,165 $259,531 $266,065 $2,199,348 Non-Facilty Share 20%$37,032 $39,779 $45,269 $52,623 $58,610 $60,092 $61,741 $63,291 $64,883 $66,516 $549,837 Scenario C Facility Share 70%$129,611 $139,228 $158,443 $184,182 $205,135 $210,323 $216,092 $221,519 $227,089 $232,807 $1,924,429 Non-Facilty Share 30%$55,548 $59,669 $67,904 $78,935 $87,915 $90,138 $92,611 $94,937 $97,324 $99,774 $824,755 $20/room $20.00 $370,318 $397,793 $452,694 $526,233 $586,100 $600,923 $617,407 $632,912 $648,827 $665,162 $5,498,370 Scenario A Facility Share 100%$370,318 $397,793 $452,694 $526,233 $586,100 $600,923 $617,407 $632,912 $648,827 $665,162 $5,498,370 Non-Facilty Share 0%$0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 Scenario B Facility Share 80%$296,255 $318,234 $362,155 $420,987 $468,880 $480,738 $493,926 $506,330 $519,062 $532,130 $4,398,696 Non-Facilty Share 20%$74,064 $79,559 $90,539 $105,247 $117,220 $120,185 $123,481 $126,582 $129,765 $133,032 $1,099,674 Scenario C Facility Share 70%$259,223 $278,455 $316,886 $368,363 $410,270 $420,646 $432,185 $443,039 $454,179 $465,614 $3,848,859 Non-Facilty Share 30%$111,095 $119,338 $135,808 $157,870 $175,830 $180,277 $185,222 $189,874 $194,648 $199,549 $1,649,511 Source: Hunden Strategic Partners Based on the number of room nights generated from the facility for other room rebate scenarios, $5 per room night will generate approximately $1.7 million over the ten-year period, while $10 per room night will generate Collier County Sports Market & Needs Assessment Study Chapter 9 - Page 21 $3.5 million and $20 per room will generate $6.9 million. Assuming $10 per room night and an 80 percent facility share, the sports complex’s share is expected to increase from $148,000 in year one to approximately $266,000 in year ten. The facility share of the total revenue is 80 percent, while 20 percent is assumed to go to marketing of the facility by the CVB, Sports Council or other entity. Based on the number of room nights generated, the facility is expected to realize approximately $2.2 million from hotel room rebates in this scenario. Although the projected hotel room night revenue share is not included in the proposed proforma for the sports complex, it is an additional revenue source that could minimize the operating deficit. Hotel room rebates are quickly becoming commonplace for event organizers to generate revenue as well as generate marketing dollars for CVBs, sports commissions and other entities to promote the venue and market. TABLE OF CONTENTS ------------ Executive Summary Chapter 1 Collier County Facilities Overview Chapter 2 Economic and Demographic Analysis of Collier County Chapter 3 Local Sports Facility Supply and Demand Analysis Chapter 4 Regional Sports Facility Supply Analysis Chapter 5 Tournament Opportunity Analysis Chapter 6 Hotel Market Overview Chapter 7 Recommendations Chapter 8 Sports Marketing Plan Chapter 9 Demand and Financial Projections Chapter 10 Economic, Fiscal and Employment Impact Analysis Collier County Sports Market & Needs Assessment Study Chapter 10 - Page 2 ECONOMIC, FISCAL & EMPLOYMENT IMPACT ANALYSIS While many facilities that draw tourists and visitors only break even or even lose money from operations (such as convention centers, sports facilities, etc.), the impact of the visitors on the community can be significant. The impact from spending on hotels, restaurants, stores and gas stations can generate hundreds of jobs and large tax benefits from local use taxes. While the gross operations of the Project will generate tourism development tax (TDT) and will support a new jobs onsite, the critical analysis is to determine the amount of net new spending generated by the Project and what that supports in net earnings, jobs and what it generates in net new taxes. In this chapter, the net new Collier County impacts are assessed. The basis for the impacts will be the net new room nights generated due to the Project as well as the incremental spending associated with existing visitors who spend more because of their visit to the Project. The net new visitors may be staying in other hotels as well, like sports teams that now are coming to Collier County because tournaments can now happen as well as elsewhere that otherwise would not have occurred. HSP modeled the sports complex and based on the projection of the proforma, additional impact data was derived. The key components of visitation and spending are generated by overnight stays as well as day trips. Given the cost of having kids in travel-sports or in tournaments, many will drive in and out the same day if possible, even if they need to drive an hour or more each way, multiple days. However, for regional and national tournaments, many will need to spend one or more nights in local hotels. HSP uses the IMPLAN input-output multiplier model, which determines the level of additional activity in the economy due to additional inputs. For example, for every dollar of direct new spending in Collier County, the IMPLAN model provides multipliers for the indirect and induced spending that will result. Net New and Recaptured Room Nights and Room Revenue The following table shows the number of room nights generated from each user group. Collier County Sports Market & Needs Assessment Study Chapter 10 - Page 3 Table 10-1 Projected Room Nights Generated - Collier County Sports Complex % Overnight People/ Room Nights per Event Year 1 Year 2 Year 3 Year 4 Year 5 Year 6 Year 7 Year 8 Year 9 Year 10 Soccer Competitive Existing Tournament 60%2.9 2.5 4,221 4,305 4,391 5,972 6,091 6,213 6,338 6,464 6,594 6,725 Competitive New Tournament 50%2.9 2 1,294 1,333 1,373 2,122 2,185 2,251 2,318 2,388 2,459 2,533 Local New Tournament 25%2.3 2 372 766 789 813 1,256 1,294 1,333 1,373 1,414 1,456 High School Regional/State Soccer Events*10%2.9 1 13 13 20 20 20 26 26 26 26 26 Total 5,900 6,418 6,573 8,926 9,552 9,784 10,014 10,251 10,493 10,741 Baseball Competitive Existing Tournament 60%2.9 3 5,065 5,166 5,269 5,375 5,482 5,592 5,704 5,818 5,934 6,053 Competitive New Tournament 50%2.9 2.5 3,046 3,137 4,039 4,160 5,142 5,296 5,455 5,618 5,787 5,961 Local New Tournament 30%2.3 2 893 920 1,421 1,463 2,010 2,070 2,132 2,196 2,262 2,330 High School Regional/State Baseball Events*10%2.9 1 13 13 20 20 27 27 27 27 27 27 Total 9,016 9,236 10,749 11,018 12,660 12,985 13,317 13,659 14,010 14,370 Softball Competitive Existing Tournament 60%2.9 3 2,954 3,014 3,074 3,135 3,198 3,262 3,327 3,394 3,462 3,531 Competitive New Tournament 50%2.9 2.5 1,523 2,353 3,231 4,160 5,142 5,296 5,455 5,618 5,787 5,961 Local New Tournament 30%2.3 2 893 920 947 1,463 1,507 1,552 1,599 1,647 1,696 1,747 High School Regional/State Softball Events*10%2.9 1 12 12 12 12 19 19 19 19 19 19 Total 5,382 6,298 7,264 8,771 9,866 10,129 10,400 10,678 10,964 11,257 Football Competitive Existing Tournament 50%2.9 2.5 952 971 990 1,010 1,030 1,051 1,072 1,093 1,115 1,137 Competitive New Tournament 30%2.3 2 413 426 438 677 698 719 740 762 785 809 Local New Tournament 25%2.3 2 172 177 365 376 581 599 617 635 654 674 Total 1,537 1,574 1,794 2,064 2,309 2,368 2,429 2,491 2,555 2,620 Lacrosse Competitive Existing Tournament 55%2.9 2 600 612 624 636 649 662 675 689 703 717 Competitive New Tournament 45%2.9 2 429 442 910 938 966 995 1,025 1,055 1,087 1,120 Local New Tournament 25%2.3 2 146 149 152 310 316 323 329 336 342 349 High School Regional/State Lacrosse Events*10%2.9 1 7 7 13 13 13 13 13 13 13 13 Total 1,181 1,209 1,699 1,897 1,944 1,993 2,042 2,093 2,145 2,199 Other Other Sporting Events 0%2.1 1 0 0 0 0 0 0 0 0 0 0 Collier County Events 5%2.6 1.5 45 45 89 89 134 134 179 179 179 179 Other Non-Sport Events 20%2.9 1 83 83 124 124 166 166 207 207 207 207 Total 127 127 214 214 300 300 386 386 386 386 23,145 24,862 28,293 32,890 36,631 37,558 38,588 39,557 40,552 41,573 Source: Various Sports Organizations, Hunden Strategic Partners As shown, there are projected to be more than 41,000 room nights generated by the tenth year. Most are assumed to be generated by baseball, softball and soccer tournaments. While not all will be captured in Collier County, many will and these will generate significant impact locally. The next table shows the number of day trips generated by the sports complex. Collier County Sports Market & Needs Assessment Study Chapter 10 - Page 4 Table 10-2 Projected Day Trips Generated - Collier County Sports Complex % Day Trip Days per Event Year 1 Year 2 Year 3 Year 4 Year 5 Year 6 Year 7 Year 8 Year 9 Year 10 Soccer Competitive Existing Tournament 40%2.5 8,160 8,323 8,490 11,546 11,777 12,012 12,253 12,498 12,748 13,003 Competitive New Tournament 50%2 3,754 3,866 3,982 6,152 6,337 6,527 6,723 6,925 7,132 7,346 Local New Tournament 75%2 2,567 5,288 5,446 5,610 8,667 8,927 9,195 9,471 9,755 10,047 Youth Soccer Leagues (Spring & Fall)100%2 65,578 65,578 65,578 65,578 65,578 65,578 65,578 65,578 65,578 65,578 Camps/Programs 100%4 3,538 4,764 6,015 6,075 6,135 6,197 6,259 6,321 6,385 6,448 Practices 100%2 18,295 18,295 18,295 18,295 18,295 18,295 18,295 18,295 18,295 18,295 Adult Soccer Leagues (Spring & Fall)100%2 10,296 10,296 10,296 10,296 10,296 10,296 10,296 10,296 10,296 10,296 High School Regional/State Soccer Events*90%1 339 339 509 509 509 679 679 679 679 679 Total 112,526 116,749 118,611 124,061 127,594 128,511 129,277 130,062 130,867 131,692 Baseball Competitive Existing Tournament 40%3 9,792 9,988 10,188 10,391 10,599 10,811 11,027 11,248 11,473 11,702 Competitive New Tournament 50%2.5 8,832 9,097 11,712 12,064 14,911 15,358 15,819 16,293 16,782 17,286 Local New Tournament 70%2 4,791 4,935 7,625 7,853 10,785 11,109 11,442 11,786 12,139 12,503 Youth Baseball Leagues (Spring & Fall)100%2 46,368 46,368 46,368 46,368 46,368 46,368 46,368 46,368 46,368 46,368 Camps/Programs 100%4 3,538 5,955 7,217 7,290 7,362 7,436 7,510 7,586 7,661 7,738 Practices 100%2 13,398 13,398 13,398 13,398 13,398 13,398 13,398 13,398 13,398 13,398 High School Regional/State Baseball Events*90%1 348 348 522 522 696 696 696 696 696 696 Total 86,719 89,741 96,508 97,364 103,424 104,480 105,565 106,678 107,822 108,995 Softball Competitive Existing Tournament 40%3 5,712 5,826 5,943 6,062 6,183 6,307 6,433 6,561 6,693 6,826 Competitive New Tournament 50%2.5 4,416 6,823 9,370 12,064 14,911 15,358 15,819 16,293 16,782 17,286 Local New Tournament 70%2 4,791 4,935 5,083 7,853 8,089 8,332 8,582 8,839 9,104 9,377 Youth Softball Leagues (Spring & Fall)100%2 54,648 54,648 54,648 54,648 54,648 54,648 54,648 54,648 54,648 54,648 Camps/Programs 100%4 3,538 4,764 6,015 6,075 6,135 6,197 6,259 6,321 6,385 6,448 Practices 100%2 15,246 15,246 15,246 15,246 15,246 15,246 15,246 15,246 15,246 15,246 Adult Softball Leagues (Spring & Fall)100%1 17,280 17,280 17,280 17,280 17,280 17,280 17,280 17,280 17,280 17,280 High School Regional/State Softball Events*90%1 323 323 323 323 484 484 484 484 484 484 Total 105,954 109,845 113,907 119,550 122,976 123,851 124,750 125,674 126,622 127,596 Football Competitive Existing Tournament 50%2.5 2,760 2,815 2,872 2,929 2,988 3,047 3,108 3,170 3,234 3,298 Competitive New Tournament 70%2 2,218 2,284 2,353 3,635 3,744 3,856 3,972 4,091 4,214 4,340 Local New Tournament 75%2 1,188 1,224 2,521 2,596 4,011 4,132 4,256 4,383 4,515 4,650 Youth Football Leagues (Spring & Fall)100%1 5,192 5,192 5,192 5,192 5,192 5,192 5,192 5,192 5,192 5,192 Camps/Programs 100%4 4,224 5,688 7,182 7,253 7,326 7,399 7,473 7,548 7,623 7,700 Practices 100%2 3,010 3,010 3,010 3,010 3,010 3,010 3,010 3,010 3,010 3,010 High School Regional/State Football Events*90%1 0 0 0 0 0 0 0 0 0 0 Total 18,591 20,213 23,128 24,615 26,270 26,636 27,010 27,394 27,787 28,190 Lacrosse Competitive Existing Tournament 45%2 1,423 1,451 1,480 1,510 1,540 1,571 1,602 1,634 1,667 1,700 Competitive New Tournament 55%2 1,521 1,566 3,226 3,323 3,423 3,526 3,631 3,740 3,853 3,968 Local New Tournament 75%2 1,008 1,028 1,049 2,139 2,182 2,226 2,270 2,316 2,362 2,409 Youth Lacrosse Leagues (Spring)100%1 3,643 3,643 3,643 3,643 3,643 3,643 3,643 3,643 3,643 3,643 Camps/Programs 100%4 1,408 2,133 2,873 2,901 2,930 2,960 2,989 3,019 3,049 3,080 Practices 100%1 2,614 2,614 2,614 2,614 2,614 2,614 2,614 2,614 2,614 2,614 High School Regional/State Lacrosse Events*90%1 174 174 348 348 348 348 348 348 348 348 Total 11,790 12,609 15,233 16,478 16,680 16,887 17,098 17,314 17,535 17,762 Other Other Sporting Events 100%1 730 1,116 1,518 1,549 1,579 1,611 1,643 1,676 1,710 1,744 Collier County Events 95%1.5 2,209 2,209 4,418 4,418 6,626 6,626 8,835 8,835 8,835 8,835 Other Non-Sport Events 80%1 960 960 1,440 1,440 1,920 1,920 2,400 2,400 2,400 2,400 Total 3,898 4,285 7,376 7,406 10,126 10,157 12,878 12,911 12,945 12,979 339,479 353,442 374,762 389,475 407,070 410,522 416,578 420,033 423,578 427,215 Source: Various Sports Organizations, Hunden Strategic Partners Approximately 427,000 visitor days are expected by the tenth year and approximately 69 percent are expected to be residents from the Collier County area, which are not included as new impact. However, there are expected to be between 95,000 and 136,000 non-local visitors day trips. Collier County Sports Market & Needs Assessment Study Chapter 10 - Page 5 This section analyzes the economic, fiscal and employment benefits that would accrue to the Collier County area by the activities at the sports complex. It also reviews the potential economic and fiscal impacts induced through the construction of the project. HSP only counts net new spending to the community, not recycled spending by local users. The basis for counting spending is based on new overnight visitor days and new daytrip visitor days. The assumptions for each type of spending create the total incremental spending associated with the sports complex. The following table shows the net new visitor days and overnights as well as the resulting new hotel room nights, which serve as the basis for the impact model. Table 10-3 Net New Visitors and Room Nights Year 1 Year 2 Year 3 Year 4 Year 5 New Daytrip Visitor Days 242,964 101,739 109,776 117,744 126,033 New Overnight Visitor Days 46,290 49,724 56,587 65,779 73,262 New Hotel Room Nights (Local)18,516 19,890 22,635 26,312 29,305 Source: Hunden Strategic Partners Net New Visitors and Room Nights Year 10 135,651 83,145 33,258 Net New Visitors and Room Nights Year 15 135,651 83,145 33,258 Net New Visitors and Room Nights Year 20 Total 135,651 2,714,076 83,145 1,518,749 33,258 607,500 Over the next twenty-year period, nearly 2.7 million new daytrip visitor days and approximately 1.5 million overnight visitor days are expected in area. This should result in approximately 607,500 new hotel room nights in the Collier County area over the period. Approximately 80 percent of room nights generated is expected to be captured in Collier County. Daily Spending There will also be daytrippers who come to events at the sports complex for league play, camps as well as one-day tournaments. The attendees will spend on concession as well as spend on restaurants in the area. Visitors will come to the sports complex and spend money onsite, but many locals and visitors will also spend new or increased funds at restaurants around the sports complex. The daily spending by visitors and the overnight spending by overnight visitors all contribute to the economic impact of the Project. Data from spending at similar venues, data from hotel spending and other data was used to create conservative estimates of daily spending. Other spending includes entertainment and attractions, as well as other non-specified spending. These are shown in the next table. Collier County Sports Market & Needs Assessment Study Chapter 10 - Page 6 Table 10-4 Estimated Spending Per Visitor Per Day - Collier County Sports Complex Year 1 Year 2 Year 3 Year 4 Year 5 Year 6 Year 7 Year 8 Year 9 Year 10 Spending per Visitor - Overnight Onsite Food & Beverage $3.50 $3.61 $3.71 $3.82 $3.94 $4.06 $4.18 $4.30 $4.43 $4.57 Offsite Food & Beverage $22.50 $23.18 $23.87 $24.59 $25.32 $26.08 $26.87 $27.67 $28.50 $29.36 Total Food & Beverage $26.00 $26.78 $27.58 $28.41 $29.26 $30.14 $31.05 $31.98 $32.94 $33.92 Lodging Spending $63.60 $65.51 $67.47 $69.50 $71.58 $73.73 $75.94 $78.22 $80.57 $82.98 Retail Spending $4.75 $4.89 $5.04 $5.19 $5.35 $5.51 $5.67 $5.84 $6.02 $6.20 Transportation Spending $8.14 $8.38 $8.64 $8.89 $9.16 $9.44 $9.72 $10.01 $10.31 $10.62 Entertainment/Rec/Other $8.25 $8.50 $8.75 $9.01 $9.29 $9.56 $9.85 $10.15 $10.45 $10.76 Total Direct Spending $110.74 $114.06 $117.48 $121.01 $124.64 $128.38 $132.23 $136.20 $140.28 $144.49 Spending per Visitor - Daytrip Onsite Food & Beverage $1.75 $1.80 $1.86 $1.91 $1.97 $2.03 $2.09 $2.15 $2.22 $2.28 Offsite Food & Beverage $13.50 $13.91 $14.32 $14.75 $15.19 $15.65 $16.12 $16.60 $17.10 $17.61 Total Food & Beverage $15.25 $15.71 $16.18 $16.66 $17.16 $17.68 $18.21 $18.76 $19.32 $19.90 Retail Spending $2.38 $2.45 $2.52 $2.60 $2.67 $2.75 $2.84 $2.92 $3.01 $3.10 Transportation Spending $2.85 $2.93 $3.02 $3.11 $3.21 $3.30 $3.40 $3.50 $3.61 $3.72 Other Spending $4.13 $4.25 $4.38 $4.51 $4.64 $4.78 $4.93 $5.07 $5.23 $5.38 Total Direct Spending $24.60 $25.34 $26.10 $26.88 $27.69 $28.52 $29.37 $30.25 $31.16 $32.10 Source: Hunden Strategic Partners The per-person per-day spending for overnight guests total $110.74 in Year 1 in the area, and increases with inflation. The daily spending per person for day trips is $24.60 in the first year. Economic, Earnings, Employment and Fiscal Impact The net new and recaptured direct spending discussed earlier in the chapter is considered to be the Direct Impact. From the direct spending figures, further impact analyses will be completed. ! Direct impacts - are an expression of the spending that occurs as a direct result of the events and activities that occur due to the sports complex. For example, a hotel guest’s expenditures on hotel rooms and meals are a direct economic impact. ! Indirect impacts - consist of re-spending of the initial or direct expenditures, or, the supply of goods and services resulting from the initial direct spending due to the sports complex. For example, a guest’s direct expenditure on a restaurant meal causes the restaurant to purchase food and other items from suppliers. The portion of these restaurant purchases that are within the local, regional, or state economies is counted as an indirect economic impact. ! Induced impacts – represent changes in local consumption due to the personal spending by employees whose incomes are affected by direct and indirect spending. For example, a waiter at the restaurant may have more personal income as a result of the guest’s visit. The amount of the increased income the waiter spends in the local economy is considered an induced impact. ! Personal income – measures increased employee and worker compensation related to the hotel operations being analyzed. This figure represents increased payroll expenditures, including Collier County Sports Market & Needs Assessment Study Chapter 10 - Page 7 benefits paid to workers locally. It also expresses how the employees of local businesses share in the increased outputs. ! Employment impact – measures the number of jobs supported in the study area related to the spending generated as a result of the events occurring in the sports complex. Employment impact is stated in job-years. The total impacts of the proposed project in Collier County presented in this analysis are expressed through the net new spending to the Collier County area. The direct spending is broken down into food and beverage, lodging, retail, transportation and other spending. Spending assumptions are assigned per day per person for either a day trip or an overnight. Direct, Indirect and Induced Impacts The table below shows the direct net new spending, based on the analysis. Table 10-5 Direct Net New Spending (000s) Year 1 Year 2 Year 3 Year 4 Year 5 Food & Beverage $4,909 $2,930 $3,337 $3,831 $4,307 Lodging $2,944 $3,258 $3,820 $4,574 $5,248 Retail $797 $492 $562 $647 $729 Transportation $1,069 $715 $820 $952 $1,075 Other $1,384 $855 $976 $1,124 $1,265 Total $11,103 $8,250 $9,515 $11,128 $12,625 Source: Hunden Strategic Partners Direct Net New Spending (000s) Year 10 $5,520 $6,909 $936 $1,387 $1,625 $16,377 Direct Net New Spending (000s) Year 15 $6,399 $8,013 $1,085 $1,608 $1,884 $18,988 Direct Net New Spending (000s) Year 20 Total $7,418 $109,559 $9,292 $132,517 $1,257 $18,521 $1,864 $27,298 $2,184 $32,167 $22,016 $320,061 Most spending occurs at hotels and restaurants. Over the twenty-year period, nearly $132.5 million is expected to be spent on hotels by net new visitation and more than $109.5 million from food and beverage spending. Transportation and retail spending will also be impacted locally, with approximately $27.3 million and more than $18.5 million additional spent over the period, respectively. Other spending on visitation to other attractions and other spending is projected to total more than $32 million over 20 years. The following table shows the spinoff impact economic spending and activity in the market from the direct spending, as described in the definitions earlier in the chapter. Table 10-6 Direct, Indirect & Induced Net New Spending (000s) Year 1 Year 2 Year 3 Year 4 Year 5 Direct, Indirect & Induced Net New Spending (000s) Year 10 Direct, Indirect & Induced Net New Spending (000s) Year 15 Direct, Indirect & Induced Net New Spending (000s) Year 20 Total Net New Spending Direct $11,103 $8,250 $9,515 $11,128 $12,625 Indirect $2,686 $2,109 $2,439 $2,864 $3,255 Induced $2,183 $1,680 $1,941 $2,276 $2,585 Total $15,972 $12,040 $13,895 $16,267 $18,465 Source: Hunden Strategic Partners $16,377 $4,234 $3,358 $23,968 $18,988 $4,909 $3,894 $27,792 $22,016 $320,061 $5,692 $82,474 $4,515 $65,501 $32,222 $468,036 Collier County Sports Market & Needs Assessment Study Chapter 10 - Page 8 Direct spending, as shown previously, is projected to total approximately $320 million over the period, while indirect and induced spending will add $82.5 million and $65.5 million, respectively. The total over the period is projected to be more than $468 million, ranging from $16 million in Year 1 and increasing to $32 million by the twentieth year. The following table shows the net new earnings derived from the new spending. Earnings are the portion of new spending that ends up as wages for employees in businesses in Collier County. Table 10-7 Net New Earnings from Direct, Indirect & Induced Spending (000s) Year 1 Year 2 Year 3 Year 4 Year 5 Net New Earnings from Direct, Indirect & Induced Spending (000s) Year 10 Net New Earnings from Direct, Indirect & Induced Spending (000s) Year 15 Net New Earnings from Direct, Indirect & Induced Spending (000s) Year 20 Total Net New Earnings From Direct $3,906 $3,018 $3,487 $4,089 $4,646 From Indirect $218 $172 $199 $233 $265 From Induced $152 $121 $140 $164 $187 Total $4,275 $3,310 $3,825 $4,487 $5,098 Source: Hunden Strategic Partners $6,038 $345 $243 $6,626 $7,001 $400 $282 $7,683 $8,117 $117,726 $464 $6,718 $327 $4,733 $8,908 $129,177 New earnings in the area from the new spending will total $4.3 million in the first year, increasing to more than $8.9 million by the end of the period. Throughout the period $129 million in new earnings will be new due to the sports complex. The next table shows the net new full-time equivalent jobs supported by the new spending. These new positions will be supported throughout the economy, not just in visitor-related jobs, although these will be most likely. Table 10-8 Net New Full-Time Equivalent Jobs from Direct, Indirect & Induced Earnings (000s) Year 1 Year 2 Year 3 Year 4 Year 5 Net New Full-Time Equivalent Jobs from Direct, Indirect & Induced Earnings (000s) Year 10 Net New Full-Time Equivalent Jobs from Direct, Indirect & Induced Earnings (000s) Year 15 Net New Full-Time Equivalent Jobs from Direct, Indirect & Induced Earnings (000s) Year 20 Net New FTE Jobs From Direct 223 219 249 288 320 From Indirect 10 8 9 11 12 From Induced 6 23 25 29 32 Total 238 250 283 328 364 Source: Hunden Strategic Partners 362 13 36 412 362 13 36 412 362 13 36 412 In the stabilized year, an additional 412 full-time equivalent jobs will be created and supported in the local economy by the direct, indirect and induced spending in the economy that will be new due to the hundreds of thousands of new attendees. Fiscal Impact Analysis Fiscal impacts are tax revenues that result from the spending and income related to the activities at the sports complex. This analysis estimates fiscal impacts for the governmental units that levy taxes. Collier County Sports Market & Needs Assessment Study Chapter 10 - Page 9 The fiscal impacts are the public sector’s return on investment. The following table summarizes the fiscal impact estimates from the applicable taxes, which are the Lexington-Fayette taxes. Table 10-9 Fiscal Impact - Tax Impacts from Net New Spending (000s) Year 1 Year 2 Year 3 Year 4 Year 5 Collier County Taxes Collected Tourism Development Tax (4.0%)$118 $130 $153 $183 $210 Collier County Total $118 $130 $153 $183 $210 Fiscal Impact - Tax Impacts from Net New Spending (000s) Year 10 $276 $276 Fiscal Impact - Tax Impacts from Net New Spending (000s) Year 15 $321 $321 Fiscal Impact - Tax Impacts from Net New Spending (000s) Year 20 Total $372 $5,301 $372 $5,301 Source: Hunden Strategic Partners As the table shows, the new spending in Collier County is projected to generate more than $5.3 million in new tax revenue over the period. The Tourism Development Tax is the only county levied tax expected to generate the tax revenue. The first year is expected to generate $118,000 and then increase to approximately $372,000 by the end of the period. The following table shows the total direct spending and the estimated indirect and induced impacts that the expansion of the development would generate to the local economy. Table 10-10 Impact Direct Materials Spending - Local $14,047,000 Indirect Spending - Local $2,523,347 Induced Spending - Local $2,043,200 Total $18,613,547 Direct Labor Spending $21,071,000 Employment (Job Years)114 Source: Hunden Strategic Partners Construction Impact - Collier County Sports Complex Based on an estimated $58.5 million development of a sports complex, the construction activity from the facility is expected to generate $18.6 million in direct economic spending from materials spending and $21.1 million in local labor spending. This will support 114 job-years, or essentially 114 jobs for a one-year period. Collier County Sports Market & Needs Assessment Study Chapter 10 - Page 10 Summary of Impacts The table below shows the summary of impacts from new spending and visits to the Collier County area. Table 10-11 Summary of Impacts 20-Years Stabilized Year Net New Spending Direct $320 $14.8 Indirect $82 $3.8 Induced $66 $3.0 Total $468 $22 Net New Earnings From Direct $118 $5.4 From Indirect $7 $0.3 From Induced $5 $0.2 Total $129 $6.0 Net New FTE Jobs From Direct 362 345 From Indirect 13 13 From Induced 36 35 Total 412 392 Collier County Taxes Collected Tourism Development Tax (4.0%)$5,301 $248 Collier County Total $5,301 $248 Construction Impact (000s) Total Spending $18,614 Direct Labor Spending $21,071 Job-Years, Actual 114 Source: Hunden Strategic Partners (millions) (millions) Actual (000s) In total, the sports complex is estimated to generate $468 million in total spending over 20 years. New earnings are projected to total $129 million over the period, supporting 412 full-time equivalent positions during that time. The local taxes collected over the period are projected to total approximately $5.3 million in Collier County. The construction impact totals more than $18.6 million in impact from materials spending locally and more than $21 million in spending from earnings as well as 114 construction job-years.