Proposed Western Kentucky Ag Expo Center

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1 Proposed Western Kentucky Ag Expo Center Market Demand Assessment Summary May 23, 2017 Markin Consulting

The market demand assessment for the proposed Western

of analysis Site Location Market Characteristics

Recommendations Principal Areas of Market Demand

uses, and proximity to support services Demographic

characteristics of the market Competitive facilities

show facilities, fairgrounds, rodeos, track and

and activities at the proposed Ag Expo Center

2 The market demand assessment for the proposed Western Kentucky Ag Expo Center involved five principal areas of analysis Site Location Market Characteristics Competitive Factors Market Opportunities Facility Recommendations Principal Areas of Market Demand Analysis Regional and local access, surrounding land uses, and proximity to support services Demographic trends, economic factors, and socioeconomic characteristics of the market Competitive facilities and events, including expo facilities, arenas, horse show facilities, fairgrounds, rodeos, track and tractor pulls and other factors Potential for events and activities at the proposed Ag Expo Center Recommend facilities, features, amenities, and phasing for proposed Ag Expo Center 1 Markin Consulting

3 At various stages of the market assessment phase, we conducted work sessions, a public meeting and interviews Stakeholder sessions over 80 people participated in sessions at the start of the study Public meeting about 90 people registered and 47 completed a survey Follow up interviews phone interviews with 4 H/Extension, tourism, Western Kentucky State Fair, pullers, motor sports, rodeo operator On line web site received 16 comments 2 Markin Consulting

4 Survey responses from the public meeting provided input on local felt needs On a scale of 0 (not important) to 10 (very important), what role should the Western Kentucky Ag Expo Center play in the Tri County area? Youth Activities 8.9 Entertainment for Residents 8.2 Economic/Tourism 8.1 Public/Community Facilities 8.0 Social Activities Markin Consulting

Summary of felt needs from public meeting and web site comments Number of Event Type Responses Horse Shows and Events 36 Rodeo Events 26 Motorsports 23 Tractor/Truck Pull 21 4H/FFH Events 17

5 Summary of felt needs from public meeting and web site comments Number of Event Type Responses Horse Shows and Events 36 Rodeo Events 26 Motorsports 23 Tractor/Truck Pull 21 4H/FFH Events 17 Entertainment/concerts events 16 Consumer/Trade Show 13 Sporting Events 13 Livestock Events 10 Agricultural Expo and Events 9 Sales 5 Dog Shows 4 Educational Activities 4 Cattle Shows 3 Ropings 3 RV/Camping Expo 3 Western KY State Fair 3 Convention and Conferences 2 All Other Uses 10 4 Markin Consulting

Site location assessment considers regional and local access,

Access Site location Support Services Hopkinsville is located in

Kentucky/Tennessee border, with convenient access from I 24 and

for the proposed Ag Expo Center the Western Kentucky Fairgrounds

Bruce Convention Center The Hopkinsville area has a variety of

6 Site location assessment considers regional and local access, optimal site location, and proximity to support services Regional Access Site location Support Services Hopkinsville is located in the western region of Kentucky and within 15 miles of the Kentucky/Tennessee border, with convenient access from I 24 and Pennyrile Parkway Two possible sites were identified as a site for the proposed Ag Expo Center the Western Kentucky Fairgrounds or land adjacent to the James E. Bruce Convention Center The Hopkinsville area has a variety of lodging and eating establishments to support visitors to the area, including over 840 hotel rooms 5 Markin Consulting

7 Access to the Hopkinsville area is available from the northeast/southwest via I 24 and from the north via Pennyrile Parkway 6 Markin Consulting

Two alternative locations were initially identified for the proposed Ag Expo Center Western Kentucky State

Bruce Convention Center Area The Western Kentucky State Fairgrounds is located to the west of downtown

Access to the Fairgrounds is via narrow residential streets with very poor signage.

8 Two alternative locations were initially identified for the proposed Ag Expo Center Western Kentucky State Fairgrounds James E. Bruce Convention Center Area The Western Kentucky State Fairgrounds is located to the west of downtown Hopkinsville, adjacent to residential areas, DeBow Recreation Complex, a disc golf course, and wooded areas. Access to the Fairgrounds is via narrow residential streets with very poor signage acres of land, adjacent to the James E. Bruce Convention Center, is easily accessed off Pennyrile Parkway and Lovers Lane. The site is in close proximity to the lodging, shopping and restaurants. Of the two sites, this is the preferred site. 7 Markin Consulting

9 Preferred site attributes Available area for Proposed Ag Expo Center Proposed Hotel Location Proposed Sports Complex Location James E Bruce Convention Center Convention Center Expansion 8 Markin Consulting

10 Lodging in proximity to the preferred site 9 Markin Consulting

11 Restaurants in proximity to the preferred site 10 Markin Consulting

12 Initial assessment addressed the population and economic characteristics of the market within 20, 40 and 60 minutes of the preferred site 11 Markin Consulting

Principal Market Characteristics Population Trends Income Trends Economic Factors Socio Economic Factors The population of the Tri

For purposes of the market assessment, the primary market is considered to be the population within 40 minutes of the preferred

households within 40 minutes and 60 minutes, respectively.

The Counties of Christian, Todd, and Trigg have significant agricultural economic characteristics over $413 million in market

13 Principal Market Characteristics Population Trends Income Trends Economic Factors Socio Economic Factors The population of the Tri County area in 2016, was just over 100,000 people with 74,250 residing in Christian County. For purposes of the market assessment, the primary market is considered to be the population within 40 minutes of the preferred site. The median income of households within a 20 minute drive is just over $39,000, increasing to $45,400 and $44,500 for households within 40 minutes and 60 minutes, respectively. This compares with $42,387 for the State of Kentucky and $56,516 for the United States. The Counties of Christian, Todd, and Trigg have significant agricultural economic characteristics over $413 million in market value of agricultural products sold. Top crops in 2012 were tobacco, soybeans, and grains. According to ESRI, the mix of the households within 40 minutes of the preferred site are distributed among higher income households (mid $60,000) and midincome households (mid $40,000). 12 Markin Consulting

14 Primary market area for the proposed Ag Expo Center is up to a 40 minute drive of the preferred site 13 Markin Consulting

15 Population trends at various drivetimes from the preferred site 14 Markin Consulting

16 Income trends within various drivetimes from the preferred site 15 Markin Consulting

17 The median age of the population, at various drive times, increases the further distance from the preferred site 16 Markin Consulting

18 Key economic characteristics of the primary market area include income and spending Market area cost of living index is between 82 and 88, versus U.S. average of 100 Median income of the households in primary market area is 107 percent of Kentucky average Households within 20 minutes have a spending index for entertainment of 70 households between 20 and 40 minutes have a spending index for entertainment of Markin Consulting

19 The three Counties of Christian, Todd and Trigg have a significant agricultural economic base Western Kentucky Ag Expo Center Comparison of Principal Agricultural Statistics, 2012 Information Christian County Todd County Trigg County Number of Farms 1, Land in Farms 360,276 Acres 181,001 Acres 128,997 Acres Average Per Farm 306 Acres 300 Acres 325 Acres Market Value of Products Sold $185,840,000 $180,246,000 $47,188,000 Average Per Farm $157,625 $298,916 $118,862 County Rankings Market Value of Ag Products Sold Total Value of Ag Products Sold Value of Crops Including Nursery and Greenhouse Value of Livestock, Poultry, and Their Products Value of Sales by Commodity Group Grains, Oilseeds, Dry Beans, and Dry Peas Tobacco Vegetables, Melons, Potatoes, and Sweet Potatoes Nursery, Greenhouse, Floriculture, and Sod Poultry and Eggs Milk from Cows Hogs and Pigs Top Crop Items Corn for Grain Soybeans for Beans Wheat for Grain, all Winter Wheat for Grain Top Livestock Inventory Items Broilers and Other Meat Type Chickens Layers Roosters Source: USDA NASS, Markin Consulting

20 Other key market factors for the proposed Ag Expo Center s market area The preferred site is in close proximity to Fort Campbell with access to over 25,000 active duty personnel and 40,000 family members Tourism in Christian County has been increasing with distillery tours, water attractions, Trail of Tears Pow Wow, and unique shopping 19 Markin Consulting

Competitive factors for the proposed Ag Expo Center include expo center facilities, arenas, horse show facilities and

Other Events and Activities Principal competition for the proposed Ag Expo Center will come from similar facilities

, Bowling Green, Murray, Powderly, and Sturgis as well as Nashville facilities and, possibly, a proposed arena in

hunter/jumpers, dressage and western), as do standalone horse show facilities in the Kentucky and Tennessee region

21 Competitive factors for the proposed Ag Expo Center include expo center facilities, arenas, horse show facilities and events and activities staged in the proposed Ag Expo Center s market area Expo Centers/Arenas Horse Show Facilities Other Events and Activities Principal competition for the proposed Ag Expo Center will come from similar facilities located within a 90 to 120 minute drive e.g., Bowling Green, Murray, Powderly, and Sturgis as well as Nashville facilities and, possibly, a proposed arena in Clarksville Most of the competitive expo centers also have permanent stall facilities and host horse shows (breed, hunter/jumpers, dressage and western), as do standalone horse show facilities in the Kentucky and Tennessee region Established rodeos, truck and tractor pulls, horse shows, and motor cycle races at other facilities will provide competition for events and participants at the proposed Ag Expo Center 20 Markin Consulting

22 Map of Ag Expo Centers in Kentucky and Tennessee 21 Markin Consulting

Kentucky Competitive Ag Expo Center Type Facilities Cherry Exposition Center LD Brown Ag

Center 90 X 217 Indoor dirt over concrete arena 2,700+ seats 121 stalls 20 RV sites Heat

sites Full Climate Control Owner WKU 200 X 250 Indoor dirt arena No permanent seating No

to 2,100 75 RV sites Heat only Owner County 200 X 350 Indoor dirt arena No permanent

23 Kentucky Competitive Ag Expo Center Type Facilities Cherry Exposition Center LD Brown Ag Expo Center Logan County Ag Center Muhlenberg County Ag Center Central Kentucky Ag Expo Center 90 X 217 Indoor dirt over concrete arena 2,700+ seats 121 stalls 20 RV sites Heat only Owner Murray State University 100 X 200 Loam/sand 2,075 Seats 250 Stalls 29 RV sites Full Climate Control Owner WKU 200 X 250 Indoor dirt arena No permanent seating No stalls RV sites (water only) Owner County Extension Indoor dirt arena Seating up to 2, RV sites Heat only Owner County 200 X 350 Indoor dirt arena No permanent seating 402 stalls 50 RV sites Open air or sides closed heated Owner County 22 Markin Consulting

Tennessee Competitive Ag Expo Center Type Facilities Roane State Ag

X 240 Indoor dirt arena 150 X 300 Indoor dirt arena 120 X 220 Indoor

Seats Seating for 5,600 300 Stalls 500 Stalls 150 Stalls No Stalls 47

Control Owner UT Martin Full Climate Control Owner Roane State

24 Tennessee Competitive Ag Expo Center Type Facilities Roane State Ag Expo Center TN Miller Coliseum Ned McWherter Ag Complex Oman Arena 120 X 240 Indoor dirt arena 150 X 300 Indoor dirt arena 120 X 220 Indoor dirt arena 60 X 100 Concrete Floor Seating for 600 4,600 Seats 3,000 Seats Seating for 5, Stalls 500 Stalls 150 Stalls No Stalls 47 RV sites 117 RV sites 48 RV sites No RV sites Heat only Full Climate Control Owner UT Martin Full Climate Control Owner Roane State Community College Owner Middle TN State University Owner City of Jackson 23 Markin Consulting

25 Comparison of events by type, by location Western Kentucky Ag Expo Center Comparison of Events by Type Western Kentucky LD Brown Ag Cherry Tennessee Central Kentucky Roane State Ag Expo Center Expo Center Exposition Center Miller Coliseum Ag Expo Center Ag Expo Center County Population 100, ,950 38, ,558 15,954 53,162 Median Household Income $41,588 $58,863 $37,034 $56,219 $32,341 $54,642 Average Household Income $53,581 $75,359 $50,310 $70,161 $43,192 $67,324 Events by Type Motorsports Truck & Tractor Pulls Horse Shows Horse Sale Rodeo HS/College Rodeo Circus Consumer or Trade Show Livestock Show Antique/tractor Show Source: US Census Bureau, Facility Websites, Some Partial Year 24 Markin Consulting

26 Kentucky and Tennessee horse show facilities 25 Markin Consulting

27 Proposed arena in Clarksville, Tennessee, could have some overlapping competitive elements 25,000 sq. ft. arena (concrete) with hockey surface, convertible to hardwood 1 or 2 additional ice rinks, convertible to turf Seating for up to 6,000 including executive suites This facility is planned as a hockey arena with possible relationship with the Nashville Predators (NHL Team) for camps, clinics and leagues 26 Markin Consulting

Use/event opportunities assessed as part of the market demand

Trade and Public Shows Ag & 4 H Activities Community Events These

races and similar events Spectator events include rodeos, martial

racing, team penning, livestock shows, open rides, clinics

others Ag education, trade shows, 4 H shows and clinics Community

28 Use/event opportunities assessed as part of the market demand assessment Motor Sports Spectator Events Horse & Livestock Events Trade and Public Shows Ag & 4 H Activities Community Events These events include truck pulls, demo derbies, arena cross, motorcycle races and similar events Spectator events include rodeos, martial arts, boxing, wrestling, circus and the like Breed shows, barrel racing, team penning, livestock shows, open rides, clinics Consumer oriented shows like home and garden, gun show, and others Ag education, trade shows, 4 H shows and clinics Community college graduation, festivals, and other community uses 27 Markin Consulting

29 Staging the annual Western Kentucky State Fair at the proposed Ag Expo Center requires certain spaces 4 H exhibits, pageants, corporate meetings, and commercial exhibitors 25,000 square feet of indoor spaces Livestock and animal housing and judging about 35,000 square feet of covered, open air spaces with pens, ties and/or stalls plus judging rings Tractor pull track and seating NTPA track minimum in 30 X 320 ; current seating at fairgrounds is about 2,500 Outdoor food concession areas about 2 acres Carnival area about 5 to 6 acres Car and trailer parking, pit area 28 Markin Consulting

30 Principal Fairground use zones Parking Exhibit Space Livestock Food Carnival Area Parking Track and Grandstand Pit and Parking Parking 29 Markin Consulting

31 Surveyed 32 Kentucky and Tennessee horse clubs regarding interest in show at preferred site Western Kentucky Ag Expo Center Study Kentucky and Tennessee Horse Clubs and Associations Surveyed Bluegrass Arabian Horse Association Bluegrass Morgan Horse Association Central Kentucky Racking Horse Association Kentucky American Saddlebred Pleasure Horse Assoc. Kentucky High School Rodeo Kentucky Hunter Jumper Association Kentucky Mid State Appaloosa Horse Association Kentucky Miniature Horse Breeders Club Kentucky Mountain Saddle Horse Association Kentucky Natural Gaited Horse Association Kentucky Paint Horse Club Kentucky Paso Fino Horse Association Kentucky Quarter Horse Association Kentucky Reining Horse Association Kentucky Walking Horse Association Middle Tennessee Pony Club Mid East Kentucky Quarter Horse Association Mountain Pleasure Horse Association National Barrel Horse Association National Barrel Horse Association Southern Kentucky Team Penning Tennessee Dressage Association Tennessee High School Rodeo Tennessee Hunter Jumper Tennessee Miniature Horse Association Tennessee Paint Horse Club Tennessee Pony of the Americas Tennessee Quarter Horse Association Tennessee Reining Horse Tennessee Stock Horse Association Tennessee Valley Paso Fino Horse Association Tennessee Walking Horse Breeders Received positive responses from 2 clubs Kentucky Quarter Horse Association and Tennessee Pony of the Americas Club. Represents 5 multi day horse shows with need for multiple arenas, 180 stalls and RV sites 30 Markin Consulting

32 Based on the market demand analysis, the following has been identified as event potential for the proposed Ag Expo Center Number of Move In/ Number of Number of Event Potential Events Move Out Event Days Use Days Western KY State Fair H Livestock Shows H Horse Shows H Clinics Agriculture Expo/Event Small Animal Shows Archery In the Schools Rodeos Monster Truck Truck/Tractor Pull Motorcycle Races Arena Cross Horse Shows and Clinics Barrel Racing Team Roping Livestock Shows MMA/Wrestling Graduations Circus Home & Garden Shows Gun Shows Total In addition, the proposed Ag Expo Center could be used for open rides, therapeutic riding, smaller 4 H activities, community events and the like. 31 Markin Consulting

33 Facility features to accommodate the use potential for the proposed Ag Expo Center include: Main Building 120 X 220 (minimum) arena dimensions Dirt floor Seating for up to 4,000 people Adjacent holding/warm up area (10,000 sq. ft.) Heat and ventilation (large ceiling fans) at minimum full climate control potential Concessions area(s) Show office Storage Restrooms Meeting rooms 32 Markin Consulting

34 Illustrative layout of similar main building 33 Markin Consulting

35 Facility features to accommodate the use potential for the proposed Ag Expo Center include: Multi Use Livestock Structure Covered, open sided multi use space to accommodate X10 horse stalls or tie stalls/pens and warm up arena approximately 30,000 35,000 sq. ft. Electricity, water bibs, lights Wash racks Outside Spaces Outdoor dirt warm up arena Grass area (5 6 acres) for carnival, with electrical access Mix of asphalt, gravel and grass parking areas 34 Markin Consulting

36 Next steps in the study process Study Committee decides whether the market assessment results warrant moving forward with the next phase of the study: Financial and Economic Impacts Costing of the recommended facilities Pricing, marketing and operating policies Staff plan recommendations Revenue and expense projections Funding options assessment Economic Impact Analysis 35 Markin Consulting

WESTERN KENTUCKY STATE FAIR 2018 SCHEDULE OF EVENTS

WESTERN KENTUCKY STATE FAIR 2018 SCHEDULE OF EVENTS www.westernkystatefair.org Gate prices are $3.00 (except Gate 6 & Pit Gate) Military with id--$1.00 (unless otherwise noted below) Friday, June 22nd