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DocuSign Envelope ID: 137AC14B-6250-4081-9084-0BF0B086A047 <br /> Ms. Laurie Paolicelli <br /> June 3, 2016 <br /> Page 3 of 13 <br /> Further, as the information is available, we will collect and review data associated with existing <br /> local convention, conference, civic, spectator and event facilities, as well as facilities offered within <br /> area lodging properties. Information analyzed will include, but will not be limited to the following: <br /> • existing convention, conference, civic, exhibition, meeting, spectator facility physical <br /> components, configuration and related issues; <br /> • event characteristics (type, number, length of stay, origin of attendees); <br /> • square footage and occupancy/utilization by type of space; <br /> • event seasonality; <br /> • lost business information; and <br /> • rental and service rates. <br /> The results of this step will be used in combination with data prepared throughout the study to <br /> assess Orange County's competitive position within the state, regional and national marketplace <br /> and its ability to accommodate additional visitor-oriented event facility demand. By understanding <br /> the type of business currently accommodated within the community, we can focus our <br /> recommendations on visitor-oriented event facility development that could add to the overall level <br /> of events, attendees and economic impact. <br /> Step 3. Competitive/Comparable Facility Analysis <br /> In evaluating the market demand for a new visitor-oriented event facility, it is important to gain <br /> an understanding of the competitive and comparable facility environment. In this step, we will <br /> assemble and review the physical and operational characteristics of existing and planned facilities <br /> in North Carolina and throughout the region that may compete with a new Orange County facility. <br /> Facilities and/or markets around the country that may offer some element of comparable insight <br /> will also be evaluated. CSL maintains an extensive database of current physical facility and <br /> operational benchmarking information from visitor-oriented event facilities located throughout <br /> North Carolina and the country. <br /> The types of data that will be assembled (as available) for competitive and comparable projects <br /> include: <br /> • Exhibit, meeting, ballroom/multipurpose space and capacities; <br /> • Fixed and temporary seating components; <br /> • Future expansion plans; <br /> • Event characteristics (event levels by type, attendance, room nights, utilization, etc.); <br /> • Future bookings; <br /> • Operating revenues and expenses; <br /> • Rental terms; <br /> • Available parking; <br /> • Ownership, management and support; <br /> • Hotel availability, quality and proximity to the facility; and, <br /> • Visitor industry tax rates (i.e., hotel/motel tax, etc.). <br /> This analysis will assist in providing data as to how a new Orange County visitor-oriented event <br /> facility could compete within specific event markets, as well as later assisting in the evaluation of <br />