ARGENTA DOWNTOWN EXPERIENCE DISTRICT 2018

A Preliminary Look at Dickey-Stephens Park and Simmons Bank Arena

nlr.ar.gov300 Main St., PO Box 5757

North Little Rock, AR 72119Phone: (501) 975-8601 | Fax: (501) 975-8633

CONTENTS

BACKGROUND 1 GROWTH AND TRENDS 2 AREA DEVELOPMENT 2

ARTS, DINING, AND ENTERTAINMENT 3 SALES 4 TOURISM 5

ARGENTA DOWNTOWN EXPERIENCE DISTRICT 2018A Preliminary Look at Dickey-Stephens

Park and Simmons Bank Arena

Prepared by Arkansas Economic Development Institute

YourAEDI.com

Photo courtesy of Arkansas Parks and Tourism

Photo courtesy of Arkansas Parks and Tourism

Photo courtesy of Arkansas Parks and Tourism

ARGENTA DOWNTOWN EXPERIENCE DISTRICT2018

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North Little Rock is a town shaped by industrial development and proud historic neighborhoods. With an estimated population of 66,127 (per US Census, 2018), it is one of the largest cities in Arkansas and occupies an important place in the state’s economy.

Much of the city’s initial growth was driven by railroads, silver mining in the old town of Argenta and the creation of Fort Roots, Camp Robinson and later the Little Rock Air Force Base in Jacksonville. With prosperity came an inf lux of people seeking employment, including Italians, Poles, Germans and African Americans. In its early years the city was seen as a “blue collar” town, with a growing middle class.

North Little Rock took its f irst big step in 1904 when it engineered the annexation of Argenta from Little Rock, and achieved a population of 8000. The same year North Little Rock was declared a “ first class city” by the state’s governor and William Faucette became the newly enlarged city’s f irst mayor.

In the 1920’s construction began on Park Hill, soon to become one of North Little Rock ’s most iconic neighborhoods. Lakewood and Sylvan Hills soon followed and the six lakes that make up Lakewood were completed

in 1932. After World War II, the city annexed Foot Roots and the unincorporated areas of Rose City, raising the city’s population to almost 40,000. Glenview, Indian Hills and other residential developments were constructed in the 50’s and 60’s and the city acquired the acreage for Burns Park, one of the country’s largest municipal parks, in 1955.

The state’s largest shopping mall, McCain Mall, opened in 1973 and suburban growth continued throughout the 70’s and 80’s. Spearheaded by the creation of the Argenta Historic District in 1993, a downtown revitalization movement began that led to the restoration of many historic properties and new construction in older sections of the city.

What is today Simmons Bank Arena, Central Arkansas’s main entertainment venue, opened in 1999. In 2005 the city launched the Arkansas Inland Maritime Museum with the USS Razorback, a submarine commissioned in 1944, as its centerpiece. North Little Rock voters approved a two-year, one-percent sales tax for construction of the Dickey-Stephens Park in 2005 and, in 2007, North Little Rock became the proud home of the historic Arkansas Travelers minor league baseball team.

Background

Today North Little Rock is one of the most viable cities in central Arkansas. While many traditional industries have faded, North Little Rock has seen the growth of retail, sports and entertainment venues that have transformed the Argenta Historic District and its surrounding area into to one of the most exciting and attractive downtowns in Arkansas.

This report presents f igures from the Argenta area and some of its entertainment drivers and shows the way in which these venues attract visitors from outside the city and central Arkansas. Monetary benefits arising from visitor spending on ticketed events and the direct spending by the facilities are also presented.

CITY OFNORTH LITTLE ROCK

ARGENTA

PULASKI CO.

ARKANSAS

ARGENTA DOWNTOWN EXPERIENCE DISTRICT 2018

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Growth and TrendsOne of the most popular areas in North Little Rock is the Argenta Downtown Experience District which is known for the variety and accessibility of its restaurants, art spaces and entertainment venues. According to data drawn from the 2000 U.S. Census and the U.S. Census American Community Survey 5-year estimates for 2013–2017, the population in the District grew from 5,777 in 2000 to 6,272 by 2017. The median age deceased from 30.9 to 28.9 and the percentage of residents with a bachelor’s degree or higher jumped from 5.9% to 19.7%. The median household income for residents increased from $15,640 to $24,525.

Area DevelopmentOver the last 20 years North Little Rock and the Argenta Downtown Experience District, anchored by the construction of Simmons Bank Arena and Dickey-Stephens Park, have experienced significant growth. New restaurants, bars, art spaces, shops, music and theater venues, along with networking opportunities for entrepreneurs and businesses, now characterize the area. Comparison satellite images of the Argenta Downtown Experience District from 1994 (Figure 1) and 2018 (Figure 2) show changes to the area spurred by the construction of Simmons Bank Arena and Dickey-Stephens Park.

FIGURE 1 Downtown Experience District (1994)

FIGURE 2 Downtown Experience District (2018)Source: Esri, DigitalGlobe, GeoEye, Earthstar Geographics, CNES/Airbus DS, USDA, USGS, AEX, Getmapping, Aerogrid, IGN, IGP, swisstopo, and the GIS User Community

Dickey-Stephens Park

Simmons Bank Arena

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1 AY Staff. (2017, November 30.) Downtown Comebacks: Little Rock River Market, SoMa and Argenta Arts District. About You. Retrieved from http://www.aymag.com/downtown-comebacks-litt le-rock-river-market-soma-and-argenta-arts-district/.

Arts, Dining, and EntertainmentVisitors who attend events at Simmons Bank Arena or games at Dickey-Stephens Park have a variety of options for meals, lodging, and other activities. The Argenta Arts District, located within the Downtown Experience District, is closest to these two large event venues and hosts nine art galleries and a monthly art walk. A short walk across the bridge spanning the Arkansas River takes the visitor to the River Market District in Little Rock and SOMA, the area of South Main covering the blocks between 12th and 29th Streets.

In a 2017 interview, Chris Kent, Marketing Director for the Argenta Arts Foundation, said, “I remember when we struggled to find activities. Now I can’t keep up with them all. [There are] art walks, concerts, festivals, sculpture gardens, bike trails and so much more.”1 In 2007, according to Mr. Kent, there were only four restaurants, in 2017, there were 11.

Today the Argenta Arts District houses no fewer than 14 eating and drinking establishments, ranging from full service restaurants like Ristorante Capeo, Benihana, Cregeen’s Irish Pub and Riverfront Steakhouse; to casual bars, coffeehouses, and taprooms like Crush Wine Bar, Reno’s Argenta Café, Four Quarter Bar, Mugs Café, and Flyway Brewing Company. Dozens of restaurants and bars featuring an even greater variety of food and drink can be found in nearby Little Rock.

For overnight travelers the District offers Wyndham Riverfront, a three-star hotel; the Baker House, a charming bed-and-breakfast; and the Downtown Riverside RV Park. More hotels and bed-and-breakfast establishments are available in Little Rock.

Live theater productions close to Dickey-Stephens Park and Simmons Bank Arena include the Argenta Community Theater in North Little Rock, the Arkansas Repertory Theater in Little Rock and several other local theatrical venues on the south side of the river. The Joint Theater and Coffeehouse offers comedy club productions including original comic plays, open-mike nights, touring professional comedians, and a weekly jazz night.

Additional attractions include the Arkansas Regional Innovation Hub, the Arkansas Sports Hall of Fame, and the Arkansas Inland Maritime Museum, which features tours of a World War II submarine and tugboat and memorials to submarines lost during the war. The North Little Rock Public Library maintains a branch in the District and the f lagship library of the Central Arkansas Library System is located in the Little Rock River Market.

Museums nearby include the William J. Clinton Presidential Library, the Heifer Village and Urban Farm, the Arkansas Arts Center, and the Museum of Discovery in Little Rock. Smaller museums include the ESSE Purse Museum and the Witt Stephens Jr. Central Arkansas Nature Center.

All these businesses and public and private venues are a vital part of the tourism industry and play a crucial role in the ongoing development of the urban core of the Downtown Experience District. A vibrant and sustainable quality of life, so important to economic development today, is impossible without strong entertainment and recreational options.

Photo courtesy of Arkansas Parks and Tourism

Photo courtesy of Arkansas Parks and Tourism

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ARGENTA DOWNTOWN EXPERIENCE DISTRICT 2018SalesThe Effect of Dickey-Stephens Park and Simmons Bank Arena on Bar and Restaurant Sales in the Downtown Experience District

For this report the researchers contacted a variety of bars and restaurants in the area and examined tens of thousands of sales records for 2018. Although an analysis of the data indicated positive changes in sales

and variation in volume depending on the month and the day of the week, results were generally inconclusive and researchers were unable to determine whether sales in local restaurants were impacted by events held at Simmons Bank Arena and Dickey-Stephens Park. A larger data set and time frame is required to further evaluate such changes.

Table 1 shows the monthly revenue for bars and restaurants in the section of the Argenta Downtown Experience District closest to Dickey Stephens Stadium and Simmons Bank Arena. Figure 3 shows the area in which the sales occurred.

FIGURE 3 Restaurants and Bars in Argenta/Broadway TABLE 1 Restaurants and Bars Monthy Revenue

MONTH AMOUNT

JANUARY $1,332,471.67

FEBRUARY $1,795,808.67

MARCH $2,241,511.00

APRIL $2,040,679.00

MAY $2,038,079.00

JUNE $2,032,138.67

JULY $1,970,656.00

AUGUST $2,008,498.67

SEPTEMBER $1,815,063.67

OCTOBER $2,005,801.33

NOVEMBER $1,833,518.67

DECEMBER $1,868,761.33

TOTAL $22,983,054.33

Arkansas Ale House - Diamond Bear Brewing Company

Benihana - Wyndham Riverfront Hotel

Core Public House Cregeen’s Irish Pub Crush Wine Bar Flyway Brewing Four Quarter Bar Kamikaito Green Cuisine The Joint Theater & Coffeehouse

Margo’s Catfish Diner McDonald’s Mugs Café Popeye’s Reno’s Argenta Café Ristorante Capeo Riverfront Steakhouse -

Wyndham Riverfront Taco Bell Sam’s Southern Eatery Skinny J’s Wendy’s

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TourismThe Effect of Dickey-Stephens Park and Simmons Bank Arena on Tourism in the Argenta Downtown Experience District

Data for Dickey Stephens Park and Simmons Bank Arena is compiled from ticket sales and purchases at each venue and a limited dataset based on food and drinks purchased outside each facility. Receipts were used to determine f luctuations in the purchase of food and drinks in the two facilities and the surrounding area before and immediately after scheduled games and events. All data is based on sales and attendance for 2018.

MethodologyIn order not to overestimate the number of individuals buying tickets outside of central Arkansas, al l cash and online sales originating from New York, San Francisco, Los Angeles, Phoenix and Miami are recorded as purchases by central Arkansas residents. This ensures that ticket resales from those locations do not inf late the number of non-resident purchasers. To avoid overestimating spending by residents outside the region, al l cash and credit card sales without zip codes are attributed to local residents and all revenue from picnic sales and sponsorships are excluded from estimates of ticket, concession, and merchandise sales.

This study uses the IMPLAN economic model to evaluate the gross contribution associated with events stemming from activities at both venues. The IMPLAN model is an input-output model that measures economic activity by tracing the f low of economic activities and f inancial linkages between industries, households, and institutions within a predefined area of interest2. In this case, the model will provide estimates of the total contribution of the park and the arena to employment in the study area.

ResultsDickey-Stephens Park

Set against the backdrop of the Little Rock skyline, Dickey-Stephens Park boasts seating for nearly 7,000 fans and offers a variety of foods, drink and promotions. Since its construction, Dickey-Stephens Park and its home team, the Arkansas Travelers3, have provided the region with entertainment and jobs. In 2018 the team’s payroll surpassed 1.5 million dollars and employed 18 full-time and 203 part-time staff from Little Rock, North Little Rock, Sherwood, Jacksonville and Conway. Including hosting umpires and other Minor League Baseball staff, the team provided an inf low of 2,400 individuals to the area providing local hotels with $96,000 in revenue for 2018.

Total ticket sales for 2018, including card transactions, cash and comp, trade, sponsorship and picnic sales, exceeded 1.3 million dollars. Even after assigning cash ticket sales to local residents, 24.70% of all non-ticket sales or $403, 726 can be attributed to the approximately 65,000 visitors from outside Pulaski County who attended Traveler games. Combined ticket and non-ticket sales from visitors outside the county amounted to approximately $650,000.

2 In this report, the study area is defined as Pulaski County .

3 The Arkansas Travelers baseball team is one of the oldest minor league franchises in the country and the first professional franchise to be named after a state. The Club’s history dates back over 100 years, and includes Hall of Famers Tris Speaker, Travis Jackson, Bill Dickey, Ferguson Jenkins, and Jim Bunning as well as like stars Dick Allen, Al Hrabosky, Garry Templeton and Mike Trout.The Travelers enjoy one of the longest running histories of any minor league franchise, failing to field a team in only seven years since 1901, the last absence coming in 1962 when the Southern Association folded. The Travs have been a member of f ive professional baseball leagues, beginning in 1901 as a charter member of the Southern Association. Since 1966, the Travelers have been a member of the Texas League and are currently the Double –A affiliate of the Seattle Mariners.

Photo courtesy of Arkansas Parks and Tourism

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ARGENTA DOWNTOWN EXPERIENCE DISTRICT 2018

4 Because of its relative proximity to North Little Rock, Pope County was placed among the counties bordering the first group of counties.

FIGURE 4 Arkansas Travelers: Ticket Sales Revenue by County (Credit Card)

Phillips$258

Washington$1,243

Little River$72

Randolph$156

Baxter$372

Calhoun$467

Perry$2,243

Columbia$1,038

Grant$5,339

Sebastian$689

Lonoke$34,398

Pike$1,316

Craighead$1,197

Lincoln$860

St. Francis$91

Cleburne$3,901

Chicot$266

Cleveland$1,429

Clay$170

Arkansas$4,155

Pulaski$171,423

Howard$733

Union$2,343

Nevada$485

Crittenden$15

Fulton$107

Pope$8,337

Desha$883

Garland$17,041

Miller$633

White$15,278

Dallas$751

Lawrence$243

Stone$95

Monroe$493

Marion$27

Franklin$17

Prairie$892

Hempstead$1,356

Conway$1,729

Jackson$783

Drew$2,807

Cross$257

Clark$3,496

Crawford$258

Izard$168

Scott$75

Mississippi$34

Greene$184

Faulkner$35,521

Jefferson$7,877

Polk$473

Boone$27

Johnson$480

Ouachita$1,571

Benton$487

Saline$33,749

Searcy$757

Bradley$621

Yell$943

Sharp$928

Logan355

Independence3,178

Woodruff$261

Ashley$1,367

Montgomery$483

Sevier$202

Van Buren$1,052

Hot Spring$4,708

Poinsett

Newton

Carroll

Madison

Lee

Lafayette

Adjacent RegionAdjacent to Adjacent Region$15 - $5,339$5,340 - $17,041$17,042 - $35,521$35,522 - $171,423

FIGURE 5 Simmons Bank Arena: Ticket Sales Revenue by County (Credit Card)

Phillips$17,907

Poinsett$23,032

Washington$166,437

Little River$9,819

Randolph$25,789

Baxter$41,866

Calhoun$14,825

Perry$46,456

Columbia$29,715

Grant$90,301

Sebastian$110,003

Lonoke$592,198

Newton$4,202

Pike$35,686

Craighead$193,029

Lincoln$39,249

St. Francis$21,218

Cleburne$92,947

Chicot$18,516

Cleveland$33,507

Carroll$10,167

Clay$13,911

Arkansas$99,957

Pulaski$2,742,270

Howard$40,139

Union$101,416

Nevada$12,395

Crittenden$20,336

Fulton$9,880

Pope$269,615

Desha$47,652

Garland$411,435

Miller$38,486

White$356,859

Dallas$18,578

Lawrence$27,762

Stone$21,562

Monroe$22,146

Madison$8,887

Marion$18,482

Franklin$27,852

Prairie$45,030

Hempstead$35,123

Lee$12,759

Conway$88,574

Jackson$49,064

Drew$63,771

Cross$26,831

Clark$76,229

Crawford$51,165

Izard$25,013

Scott$8,092

Lafayette$7,781

Mississippi$29,704

Greene$58,126

Faulkner$736,584

Jefferson$258,555

Polk$32,500

Boone$30,058

Johnson$53,807

Ouachita$77,652

Benton$138,357

Saline$803,365

Searcy$16,368

Bradley$27,569

Yell$58,297

Sharp$33,707

Logan$42,346

Independence$144,703

Woodruff$27,046

Ashley$34,045

Montgomery$19,978

Sevier$12,879

Van Buren$50,664

Hot Spring$114,219

Adjacent RegionAdjacent to Adjacent Region$4,202 - $144,703$144,704 - $411,435$411,436 - $803,365$803,366 - $2,742,270

Figure 4 shows the estimated number of tickets sold in Arkansas by county.

Simmons Bank ArenaWith a seating capacity of 18,000 and located in the heart of the Argenta Downtown Experience District, Simmons Bank Arena (formerly Verizon Arena) is the largest public arena in Central Arkansas. Originally opened in 1999 as the Alltel Arena, the facility was f inanced by funding from the state and the private sector and a one-cent sales tax approved by Pulaski County voters in 1995.

The Simmons Arena has been home to a wide variety of events including bull riding, professional wrestling, concerts, trade shows, conventions and even monster trucks. Musical performers such as Bruce Springsteen, Garth Brooks, Cher, Bruno Mars and Tom Petty have graced the stage. Fleetwood Mac performed there in 2013 with President Bill Clinton and Hillary Clinton in attendance.

The f irst and second rounds of NCAA’s March Madness tournament were held there in 2008 and the Arena has hosted the SEC Women’s Basketball Tournament 4 times. Professional hockey teams, indoor professional football teams, and college basketball teams have chosen the Arena to stage their events.

During 2018 Simmons Bank arena attracted over 380,000 individuals and generated over 13 million in ticket sales. Sales of food, beverages and suite spaces produced an additional 3.2 million dollars and the arena employed 26 full time and 404 part time individuals.

Figure 5 shows detailed information regarding tickets purchased with a credit card by county. This analysis is restricted to information involving credit card sales which make up approximately 85 percent of ticket sales. The red line indicates the counties adjacent to Pulaski County, while the orange line shows counties surrounding the f irst group of counties4.

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Figure 5 shows that the combined revenue from credit card ticket sales from counties outside Pulaski County exceeded credit card sales within Pulaski County.

Figure 6 shows that the majority of tickets purchased by credit card are from outside Pulaski County.

Figure 7 shows that more than 90% of tickets purchased by credit card, 197,000 tickets valued at over 10 million dollars, were made within 5 hours drive time of the Dickey Stephens Stadium.

Figure 8 (on page 8) shows that residents from states bordering Arkansas pay more, on average, for tickets than Arkansans.

FIGURE 6 Simmons Bank Arena: Total Ticket Sales by County (Credit Card)

Phillips358

Poinsett401

Washington2,490

LittleRiver176

Randolph446

Baxter666

Calhoun344

Perry1,073

Columbia495

Grant2,072

Sebastian2,116

Lonoke12,110

Newton96

Pike726

Craighead2,953

Lincoln930

St.Francis

359

Cleburne2,050

Chicot271

Cleveland861

Carroll172

Clay275

Arkansas1,950

Pulaski51,816

Howard724

Union1,693

Nevada246

Crittenden351

Fulton196

Pope5,640

Desha896

Garland8,412

Miller656

White8,354

Dallas429

Lawrence564

Stone424

Monroe492

Madison172

Marion299

Franklin607

Prairie976

Hempstead728

Lee201

Conway2,347

Jackson906

Drew1,522

Cross486

Clark1,720

Crawford925

Izard505

Scott150

Lafayette107

Mississippi411

Greene1,015

Faulkner15,593

Jefferson5,828

Polk603

Boone538

Johnson1,220

Ouachita1,959

Benton2,030

Saline16,951

Searcy459

Bradley605

Yell1,226

Sharp601

Logan849

Independence3,150

Woodruff647

Ashley627

Montgomery407

Sevier289

Van Buren1,421

Hot Spring2,656

Adjacent RegionAdjacent to Adjacent Region96 - 1,5221,523 - 5,8285,829 - 16,95116,952 - 51,816

FIGURE 7 Simmons Bank Arena: National Ticket Sales by ZIP Code (Credit Card)

WA

MT MEND

SDWY

WIID

VTMNORNH

IA

MA

NE

NY

PA

CT RI

NJ

IN

NV

UTCA

OHIL DC DE

WV

MD

CO

KYKS VAMO

AZ OK

NCTN

TX

NM

ALMSGA

SCAR

LAFL

MI

5 hour drive time

ZIP Codes

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FIGURE 8 Simmons Bank Arena: Average Ticket Price (Credit Card)

Texas$61

Missouri$59

Oklahoma$71

Arkansas$50

Louisiana$67

Mississippi$64

Tennessee$66

Average Ticket Price$50

$51 - $64

$65 - $71

DiscussionDuring 2018, Dickey-Stephens Park and the Simmons Bank Arena attracted over a quarter million visitors from outside Pulaski County, who spent over 9 million dollars on ticket sales and non-ticket activities. Historically both facilities have been centers for growth and expansion and continue to attract new visitors to central Arkansas. Spending in both facilities support 864 local jobs5.

The contribution of some establishments with arena related businesses like restaurants, bars and overnight accommodations were not been included since reliable

data was unavailable. Improvements in data collection are needed to more accurately estimate the spending patterns of individuals before and after arena events.

5 Includes full-time, part-time and temporary jobs.

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nlr.ar.gov300 Main St., PO Box 5757

North Little Rock, AR 72119Phone: (501) 975-8601 | Fax: (501) 975-8633