2016-326-E Visitors Bureau - Conventions Sports & Leisure for feasibility study of potential new convention center, etc. in OC

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DocuSign Envelope ID: 137AC14B-6250-4081-9084-0BF0B086A047 Ms. Laurie Paolicelli June 3, 2016 Page 7 of 13 This data will also be used to identify any external factors and complementary facilities that could significantly affect the ability of the potential new facility to maximize its potential. We will discuss opportunities and constraints concerning these characteristics and issues. Factors to be identified include: • availability of quality, committable hotel rooms; • restaurant/retail establishments; • parking needs; • transportation infrastructu re/accessibility; • event attendee transportation within the area; and, • other such characteristics. In developing market supportable development options, our approach is experienced and nuanced, critically relying on the primary market survey data collected for this assignment and our experience with comparable projects and understanding of industry best practices. The results of this step will provide project representatives with a clear understanding of the recommended building programmatic elements that are estimated to be supportable by measured market demand. In addition, should any existing complementary facilities be deemed inadequate, we will address each facility and discuss potential methods of facilitating their development/creation, including incentivizing private sector participation and/or creative public/private partnerships to enhance the visitor industry infrastructure to adequately support any future visitor-oriented event facility investment. We would envision developing development scenarios for further analysis, including one or more involving a public/private partnership with an existing or new headquarters hotel. If sufficient market demand does not exist for a new visitor-oriented event facility, alternate project opportunities will be discussed (as outlined under Part Two of this proposed scope of services). These alternatives would be designed to grow new visitation and could include a public/private partnership with an existing/potential hotel, the development of other types of event facilities that could serve the local community (and downtown) needs and other such concepts. Task 3. Utilization Analysis Based on the results of the visitor-oriented event facility development options analyses, the knowledge we have gained in performing similar studies and information contained in our database of events, we will quantify the level and characteristics of events and activities that could be attracted to and retained at a new Orange County visitor-oriented event facility during a stabilized year of operations. The market potential will be presented for those sources of demand that are identified as being supportable in the Orange County area. These event sources could include conventions, conferences, meetings, exhibitions, civic, spectator and local community uses and other events. The measures of event demand to be focused on will include: • event levels by event segment; • potential attendance (including visitor) levels by activity or use; • origin of attendees/exhibitors (i.e., local vs. non-local) and associated traffic levels; • length of event data; • facility space and functionality requirements (exhibit, meeting, banquet, seating, staging, technology, etc.) by event type;