Progress Summary of Missoula County Fairgrounds Study. Market Demand Assessment. Stakeholders/Interviews 4/28/2015

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Ralf Patterson
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1 Progress Summary of Missoula County Fairgrounds Study Presented by: Markin Consulting April 30, 2015 Market Demand Assessment Assess Market Demand Factors Site Factors Fairground Use Trends Market Characteristics Competitive Facilities Identify potential for uses at Fairgrounds site Identify facility options Stakeholders/Interviews 160 Partners Missoula County Fairgrounds Staff Destination Missoula Missoula Curling Club Freedom Farm Missoula Economic Partnership Missoula Area Youth Hockey Association Missoula Figure Skating Club Missoula Chamber of Commerce Missoula Maulers Missoula County 4 H Missoula Parks and Recreation Department Missoula County Advisory Committee Missoula YMCA Missoula County Commissioners Western Montana Concessionaire Missoula County Extension Office Western Montana Fair Superintendents Missoula County Fairground Users 1

2 Big Ideas Improve/increase use of Fairgrounds Compatible facilities to grow Fair Unify the Fairgrounds and adjacent properties Key Considerations Coalesce disparate interests Glacier Ice Rink needs Compatible, multi purpose facilities Smart buildings/technology Long term sustainability Missoula County Fairgrounds Study SITE FACTORS 2

3 Regional Access Missoula Area Access SurroundingAreas 3

Arts 16 Culinary, Agriculture 18 4H Exhibit Building 19 Restrooms 34 Llama

4 Key Numbers Building 4 Fair Office, Box Office 7 Beer Garden 9 South Lawn Picnic Annex 12 Floriculture 13 Commercial Building, Photography 15 Fine Arts 16 Culinary, Agriculture 18 4H Exhibit Building 19 Restrooms 34 Llama Barn 35 Home Arts 36 Shop Missoula County Fairgrounds Study FAIRGROUND USE TRENDS 4

Interviewed User Name Ducks Unlimited Hellgate Car Club Five Valley Kennel Club Freedom Farm Missoula All Maggots Monster

5 Year Round Trend Analysis 2013 and 2014 Event Analysis by: Number of Events, Event Days and Use Days Events, EventDaysandUseDaysbyMonth and Events By Type Event Usage by Building Interviewed Major Users of the Fairgrounds Major Users Interviewed User Name Ducks Unlimited Hellgate Car Club Five Valley Kennel Club Freedom Farm Missoula All Maggots Monster Nationals User Name Montana Sportsmen Montana Trappers Association Sports Connection Tucker Entertainment Events UM College Rodeo Western Montana Rabbit Fanciers 5

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9 Fairground Limitations Unattractive curb side views and entrances Historic buildings/structures Building sizes and amenities Lack of livestock facilities High government uses Fairground Strengths Known location by local residents High community interest Good proximity to support services Track removal adds expansion space Glacier Ice Rink One year round sheet of ice with seats One partial year sheet of ice Permanent and makeshift lockerroomsrooms Growth in annual ice demand % % 9

trends Income trends Employment factors Socio Economic

10 Missoula County Fairgrounds Study MARKET FACTORS Market Area Factors 20, 40 and 60 Minute Drive Times Population trends Income trends Employment factors Socio Economic Characteristics Private Development Opportunities Drive Time Map 10

11 Age Trends Missoula County Fairgrounds Study Median Age Market Area Within 20 Minutes Within 40 Minutes Within 60 Minutes Source: ESRI

Age Distribution Ages Percent of Population 0 14 16.5% 15 24 18.

12 Age Distribution Ages Percent of Population % % % % % % % 100.0% 12

13 Demographic/Socio Economics ESRI Tapestry Segmentation 67 Household Segments 14 Household Clusters Grouping households of similar demographic and socio economic characteristics Source: ESRI,

14 Source: ESRI, 2014 $65K $57K $42K $31K $29K Source: ESRI, 2014 Missoula Lodging Map 14

by college population Small household size

15 Restaurants Market Factor Summary Stable and growing population base Household incomes skewed by college population Small household size Missoula County Fairgrounds Study COMPETITIVE FACTORS 15

1Adams Center 2 Allegiance Field 3Big Sky Brewing Company 4 Caras Park

16 Local Event Venues Performance Facilities Hotels with Meeting Spaces Equestrian Facilities Performance Facilities Key Concert Facilities 1Adams Center 2 Allegiance Field 3Big Sky Brewing Company 4 Caras Park 5Dennison Theater 6MCT Center for Performing Arts 7Wilma Theater Adams Center 16

17 Allegiance Field Big Sky Brewing Company CarasPark 17

18 Dennison Theatre MCT Center for Performing Arts Wilma Theater 18

Lodging Facilities with Meeting Spaces Lodging Facilities with Meeting Spaces Missoula County Fairgrounds Listing at Lodging with

Capacity Capacity Capacity Best Western Grant Creek Inn 6 3,200 120 114 145 Broadway Inn Conference Center 3 4,000 100 200 160

GuestHouse Inn, Suites & Conference Center 6 4,500 150 250 140 Hawthorn Suites Missoula 3 1,690 90 120 80 Holiday Inn Downtown at

6,500 170 300 200 Southgate Inn 1 459 25 25 0 Staybridge Suites 1 1,000 50 80 50 The Hilton Garden Inn Missoula 11 22,000 800

19 Lodging Facilities with Meeting Spaces Lodging Facilities with Meeting Spaces Missoula County Fairgrounds Listing at Lodging with Conference Spaces Number of Conference Classroom Theater Banquet Lodging Name Rooms Total Sq. Ft. Capacity Capacity Capacity Best Western Grant Creek Inn 6 3, Broadway Inn Conference Center 3 4, C'mon Inn Missoula 3 1, Courtyard by Marriot 3 2, Doubletree Hotel Missoula Edgewater 9 8, GuestHouse Inn, Suites & Conference Center 6 4, Hawthorn Suites Missoula 3 1, Holiday Inn Downtown at the Park 10 15, Mountain Valley Inn Red Lion Inn Ruby's Inn & Convention Center 6 6, Southgate Inn Staybridge Suites 1 1, The Hilton Garden Inn Missoula 11 22, ,600 1,100 Valu Inn 1 1, Wingate Inn 5 3, Source: Destination Missoula Local Equestrian Facilities Key 1Missoula Equestrian Park 2Lolo Peak Arena 19

20 Stand Alone Event Spaces University Center Zootown Arts Community Center Missoula Winery and Event Center Missoula SeniorCenter Elk s Lodge Roxy Theater Fort Missoula Missoula Art Museum A Carousel For Missoula Planned Venues Convention/conference venue in downtown area Performing arts center, location TBD Expansion of Glacier Ice Rink Area Events/Activities Music Festivals Arts Festivals Film Festivals Collegiate Sports and Cultural Activities Outdoor Recreation 20

Comparable Markets County Populations 90 Minute Drive Time Markets Income andagecomparisons Markets Gallatin County Cascade County Lewis & Clark County Flathead County Comparable Markets 90

Richland McCone 4,275 82,384 Fergus Dawson Missoula 65,338 2,016 Garfield Glendive 111,807 6,993 Petroleum Helena 1,937 Wibaux Prairie 3,138 Rosebud 5,692 Wheatland Musselshell Golden Fallon

21 Comparable Markets County Populations 90 Minute Drive Time Markets Income andagecomparisons Markets Gallatin County Cascade County Lewis & Clark County Flathead County Comparable Markets 90 Minutes Comparable Markets Populations Lincoln 11,363 93,068 Kalispell 29,017 13,739 Toole 6, ,075 Hill Liberty 5,849 Great Falls Blaine Phillips Daniels Sheridan Valley Roosevelt Richland McCone 4,275 82,384 Fergus Dawson Missoula 65,338 2,016 Garfield Glendive 111,807 6,993 Petroleum Helena 1,937 Wibaux Prairie 3,138 Rosebud 5,692 Wheatland Musselshell Golden Fallon 40,823 11,512 Custer 9,329 Valley Treasure Butte 94 34,523 94,720 3,669 Yellowstone Billings 90 Stillwater Beaverhead Bozeman Carter 15, , Carbon Big Horn Powder River Yellowstone NP 21

Regional Arenas/Civic Centers Key Regional Facilities 1

Center 4 Four Seasons Arena 5 Helena Civic Center 6

SpokaneArena Regional Fairgrounds Key 1 Flathead County

Clark Fairgrounds 4Montana Expo Park 5 Ravalli County

Equestrian Facilities 1Flathead County Fairgrounds

4Lolo Peak Arena 5Majestic Valley 6Missoula Equestrian

22 Regional Arenas/Civic Centers Key Regional Facilities 1 Adams Center 2 Brick Breeden Fieldhouse 3 Butte Civic Center 4 Four Seasons Arena 5 Helena Civic Center 6 Northern Quest Casino 7 Rimrock Auto Arena 8 SpokaneArena Regional Fairgrounds Key 1 Flathead County Fairgrounds 2 Gallatin County Fairgrounds 3Lewis & Clark Fairgrounds 4Montana Expo Park 5 Ravalli County Fairgrounds Local/Regional Equestrian Facilities Key Equestrian Facilities 1Flathead County Fairgrounds 2Gallatin County Fairgrounds 3Lewis & Clark Fairgrounds 4Lolo Peak Arena 5Majestic Valley 6Missoula Equestrian Park 7Montana Expo Park 8 Ravalli County Fairgrounds 9 Rebecca Farms 10 Sapphire Arena 22

23 Competitive Factors Summary Adams Center and other venues cover music/concert market Existing and planned facilities address convention/conference needs Mid market opportunities for consumer shows, spectator events, stand alone trade shows, larger banquet spaces and indoor sporting events Missoula County Fairgrounds Study MARKET POTENTIAL Event Potential Assessment Ag Oriented Events Animal Shows Banquets/Receptions Conferences Consumer Shows Equestrian Events Festivals Ice Events Sales&Auctions Spectator Events Sporting Activities Trade Shows 23

24 Optimal Existing/Expanded Uses Outdoor rodeos/ spectator events Consumer shows/ sale Sporting events Tradeshows Optimal Existing/Expanded Uses 4 H events/activities Fundraisers/banquets Elections Ice Event Potential Missoula County Fairgrounds Study Potential Range of Non Fair Events by Type Event Types Facility Type Range of Number of Events Consumer Shows/Sales Exhibtion Building 14 to 18 Meetings Meeting Rooms 24 to 36 Fundraisers/Banquets Exhibition Building 16 to 20 Community Uses Exhibition Building 2 to 3 Trade Shows Exhibition Building 2 to 3 Concerts/Spectator Shows Exhibition Building 2 to 4 Indoor Sports Events Exhibition Building 8 to 12 Festivals/Gatherings Exhibition Building 1 to 2 Small Animal Shows Exhibition Building 2 to 3 Livestock Shows/Events Livestock Area 6 to 8 Team Penning/Roping Rodeo Arena/Livestock Area 8 to 10 Dog Agility Trials Livestock Area 2 to 3 Small Animal Shows Exhibition Building 2 to H Clubs/Projects Various 24

25 Missoula County Fairgrounds Study FACILITY IMPLICATIONS Preliminary Improvement Options Multi Purpose Exhibition Building 30K sq. ft. clear span, high ceiling exhibition space, dividable, Class B space 1000to1500sq 1,000 1,500 sq. ft. dividablemeetingspace Catering kitchen Concessions area in exhibit hall Restrooms, public foyer, storage State of the art technology Close proximity to paved parking Preliminary Improvement Options Livestock/Animal Space 65K to 80K sq. ft. of indoor space for housing animals, exhibits, judging Showoffice Show office Restrooms/showers Wash racks Ice Expansion Provide area for expansion north/south of current location 25

26 Next Steps Refine analysis and improvement options Prepare financial impact assessment Design team prepares conceptual plans 26

MONTANA WILDERNESS ASSOCIATION Statewide Chapters

MONTANA WILDERNESS ASSOCIATION Statewide Chapters Eastern Wildlands Chapter, Billings History: Established in 1993 Geography: Stillwater, Yellowstone, Powder River, Fallon, Rosebud, Musselshell, Wheatland,