Tampa Abc stadium-options-grp-presentation-7-16-09
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Transcript of Tampa Abc stadium-options-grp-presentation-7-16-09
ABC Stadium Options GroupData Research and Realities
Subcommittee
Summary of FindingsJuly 16, 2009
COMMITTEE
Geralyn Franklin (ex Chair) University of DallasSean Lux (co-Chair) USFScott Geiger (co-Chair) USF St. PetersburgJon DeLuca St. Petersburg TimesNancy Howe Maddux Business ReportsJoe Flemming (ex-officio) City of St. Petersburg
Mission: Identify, analyze and compare existing and potential baseball trade areas within the Tampa Bay MSA
MISSION
•Downtown St. Petersburg•Mid-Pinellas (North St. Pete)•Westshore•Downtown Tampa•Fairgrounds
FIVE TRADE AREAS SELECTED
Key Criterion: Number of potential season ticket sales.• 2 to 1 business to individual season ticket sales in most MLB markets.• In Tampa Bay, that ratio is 2 to 1 individual to business season ticket sales
KEY CRITERIA
25.39%
24.95%8.55%
6.81%
5.89%4.22% 4.09% 2.40%
1.72% 1.57% Pinellas
Hillsborough
Pasco
Manatee
Sarasota
Polk
Orange
Hernando
Lee
Seminole
Data Accumulated By Tampa Bay Rays Ticket Services.
SINGLE GAME TICKET BUYERS BY COUNTY
25.3%
0.5%0.4%
5.4%
4.9%2.5%
2.2%
1.8%
47.2%
Pinellas
Hillsborough
Sarasota
Manatee
Orange
Polk
Pasco
Charlotte
Hernando
25.1%
1.0% 0.9%
5.1%
4.9%
4.0% 1.9%1.6%
42.6%
Pinellas
Hillsborough
Pasco
Manatee
Sarasota
Hernando
Polk
Charlotte
Orange
NEW 2009 SEASON TICKET HOLDERS VS 2008BY COUNTY
2008 Season Ticket Holders
2009 NewSeason Ticket Holders
Data Accumulated By Tampa Bay Rays Ticket Services.
RAYS FANS AS CUSTOMERS
Rays Fans defined as attended, listened to or watched a Rays game in the past 12 monthsScarborough Tampa, FL 2008 R2
Compared to the Tampa Bay market, Rays Fans are more likely to be: Educated – 45% more likely to have a post-graduate degree Wealthy – 32% more likely to have a household income of $100,000 or more Homeowners – 29% more likely to have a home valued at $350,000 or more
(100 = Market Average)0 20 40 60 80 100 120 140 160
Two or more
One
Children in Household
$350,000 or more
Owned Home Value
Post-grad Degree
College Degree
Level of Education
$100,000 or more
Household Income
Men 21-54
Adults 18-34
1. Methodology2. Overview of the Tampa Bay MSA3. The Five Trade Areas in Detail4. Findings
OVERVIEW
Trade Areas were defined as 30 and 60 minute drive times (avg from the mid-point in the trade area).
Maps were developed using ESRI’s proprietary software.
ESRI utilizes the TeleAtlas database to estimate drive times.
DEFINING TRADE AREAS
EXAMPLE TRADE AREA
RED = 30 MIN
GREEN = 60 MIN
Trade Area Overview• Population Demographics
Trade Area Business Activity• Potential Business Season Ticket Holders
Trade Area Baseball Market• Potential Individual Season Ticket Holders
METHODOLOGY
Overview• ESRI (estimates based on 2000 U.S. Census)• Equifax (information from credit ratings)
Business Activity• Dunn & Bradstreet (all U.S. businesses processing credit card transactions)
Baseball Market• ESRI (market tapestries)• Scarborough (phone survey)
DATA SOURCES
ESRI compiles its data based on the trade area maps its software develops.
Equifax, Dunn & Bradstreet, and Scarborough data were compiled by zip code.
We approximated what zip codes were in each 30 and 60 min trade area for these data sources.
Data for Polk and Sarasota Counties unavailable for Equifax & Dunn & Bradstreet
COMPILING THE DATA
2008 2013 (est.)Total Households 1,720,306 1,848,609Total Population 3,426,162 3,742,946Median Age 46 47Household Income $48,056 $51,184
*7 Counties: Hernando, Hillsborough, Manatee, Pasco, Pinellas, Polk, SarasotaSource: ESRI
TAMPA BAY MSA*
GROWTH BY COUNTY
20091 2014 1 20302 20503
Pinellas 928,860 915,823 1,093,857 1,372,781Hillsborough 1,222,012 1,326,822 1,672,554
2,098,901Pasco 471,208 538,705 692,973 945,296Manatee 327,229 355,638 461,801 622,210Polk 600,417 663,560 945,296
1,047,890Sarasota 394,369 426,950 503,436 695,985Hernando 173,694 198,988 261,139 347,9601Source: ESRI; 2Source: Regional Economic Models Inc. (REMI), Bureau of Business and Economic Research (BEBR), West Central Florida
Transportation Model (WCF Tran); 3Source: REMI & WCF Tran
PERCENTAGE GROWTH
20141 20302 20503 TOTALPinellas -1.40% 19.44% 25.50% 47.79%Hillsborough 8.58% 26.06% 25.49% 71.76%Pasco 14.32% 28.64% 36.41%
100.61%Manatee 8.68% 29.85% 34.74% 90.15%Polk 10.52% 42.46% 10.85% 74.53%Sarasota 8.26% 17.91% 38.25% 76.48%Hernando 14.56% 31.23% 33.25%
100.33%1Source: ESRI; 2Source: Regional Economic Models Inc. (REMI), Bureau of Business and Economic Research (BEBR), West Central Florida
Transportation Model (WCF Tran); 3Source: REMI & WCF Tran
DOWNTOWN ST. PETERSBURG
RED = 30 MIN
GREEN = 60 MIN
MID PINELLAS
RED = 30 MIN
GREEN = 60 MIN
WESTSHORE
RED = 30 MIN
GREEN = 60 MIN
DOWNTOWN TAMPA
RED = 30 MIN
GREEN = 60 MIN
FAIRGROUNDS
RED = 30 MIN
GREEN = 60 MIN
OVERALL COMPARISON
20351 20502 GROWTHDowntownSt. Petersburg 1,543,047 1,749,816 13.40%Mid Pinellas 2,186,612 2,482,183 13.52%Westshore 2,795,898 3,249,366 16.22%DowntownTampa 2,265,168 2,649,404 16.96%Fairgrounds 2,197,280 2,626,506 19.53%1Source: Tampa Bay Region Metropolitan Planning Organizations (MPOs)2Source: West Central Florida Transportation Model (WCF Tran)
30 Minute Trade Areas
OVERALL COMPARISON
20351 20502 GROWTHDowntownSt. Petersburg 4,647,134 5,572,165 19.91%Mid Pinellas 4,982,194 6,049,258 21.42%Westshore 4,958,365 2,793,825 22.36%DowntownTampa 4,958,365 6,066,817 22.71%Fairgrounds 5,267,652 6,459,167 22.62%1Source: Tampa Bay Region Metropolitan Planning Organizations (MPOs)2Source: West Central Florida Transportation Model (WCF Tran)
60 Minute Trade Areas
OVERALL COMPARISON
Downtown
St. PeteMid
Pinellas WestshoreDowntown
Tampa FairgroundsOverall Demographics Total Population 1,136,452 1,573,116 1,609,189 1,665,257 1,459,281 Age (avg) 42.1 41 38.6 38.4 37.1 Avg. Household Income (ESRI) $45,057 $47,054 $49,587 $50,306 $50,818
Avg. Household Income (Equifax) $39,100 $41,400 $42,700 $42,900 $44,200
Households > $75K Income (ESRI) 123,032 182,304 191,849 200,206 174,880
Households > $75K Income (Equifax) 84,867 132,667 154,405 142,409 108,923
2008 30 Minute Trade Areas
• All five trade areas have similar populations within 60 minutes drive time.
• However, differences exist amongst the 30 minutes trade areas.
• The Downtown St. Petersburg trade area has less economic activity and population than the other four.
KEY FINDINGS
For 2008…….
KEY FINDINGS
Compared to the average of the other four trade areas, the Downtown St. Petersburg Trade Area has…….•28% less population•9% less household income•35% less households with $75K of greater in income•and is 8% older
2008 30 Min Trade Areas
OVERALL COMPARISON
Downtown
St. Pete Mid
Pinellas WestshoreDowntown
Tampa Fairgrounds
Overall Demographics Total Population 3,588,205 3,804,573 3,836,714 3,954,561 4,009,964 Age (avg) 43.4 43.4 43.1 43.2 43.2
Avg. Household Income (ESRI) $57,198 $56,089 $55,224 $55,436 $55,600
Households > $75K Income (ESRI) 539,036 543,260 527,930 548,515 560,418
2013 60 Min Trade Areas
• Differences in 60 min trade areas begin to develop.
• Hillsborough TA’s will grow approximately ¾% more than Downtown St. Pete.
• Homes w/ more than $75K income will grow by 20% more in other four TA’s over Downtown St. Pete.
KEY FINDINGS
2013 60 Min Trade Areas
ECONOMIC ACTIVITY COMPARISON
Downtown St. Pete
Mid Pinellas Westshore
Downtown Tampa Fairgrounds
Business Activity Firms 12,747 16,274 17,708 16,100 12,577 Total Employees 648,005 807,172 854,643 814,147 655,195 Total Revenue $67.8 B $84 B $85.9 B $85.8B $69.8 B
2008 30 Min Trade Areas1
1 Firms with more than 10 employees. Source: Dunn&Bradstreet
• Mid Pinellas, Westshore, and Downtown Tampa have an average economic activity of $85.23 Billion
• Fairgrounds Trade Area has $15.3 B or 18% less economic activity
• Downtown St. Pete has $17.4 B or 20.5% less economic activity
KEY FINDINGS
2008 30 Min Trade Areas
BASEBALL MARKET COMPARISON
2008 30 Min Trade AreasBaseball Market
InformationDowntown St.
Pete Mid Pinellas WestshoreDowntown
Tampa Fairgrounds
Household Entertainment Expenditures $1.6 B $2.2 B $2.2 B $2.3 B $2.0 B
Rays Fans 438,358 545,146 557,223 561,366 401,634
Attended a Rays’ game in last 12 months 217,756 275,068 250,820 247,237 173,606
% Trade Area Population Attending Games 19.16% 17.49% 15.59% 14.85% 11.90%
Potential Season Ticket Purchasers 26,723 55,595 107,728 129,461 126,760
Mid Pinellas, Westshore, and Downtown Tampa have more Rays Fans than:• Downtown St. Pete Trade Area (116K or 26.5% less)• Fairgrounds (153 K or 27.6% less)
KEY FINDINGS
On average, more people currently attend Rays games from Mid Pinellas, Westshore, and Downtown Tampa than:• Downtown St. Pete Trade Area (39.95 K or 18.35% less)• Fairgrounds (84K or 32.6% less)
KEY FINDINGS
Trade Area % of Population attendingDowntown St. Pete 19.16%Mid Pinellas 17.49%Westshore 15.59%Downtown Tampa 14.85%Fairgrounds 11.90%
KEY FINDINGSThe further away from the stadium you live, the less likely you are to attend Rays’ games:
KEY QUESTION
Would more or less of 19.2% of the population attend a Rays’ game IF the stadium was within a 30 min drive?
Limited information to address this question.
ESRI’s Market Tapestries provides some insight.
ESRI categorizes Americans by 12 life styles/stages and 11 location categories.This creates 65 consumer segments or “tapestries.”ESRI studies the buying patterns of people in these 65 tapestries.Purchasing behavior information is deduced on media, financial, entertainment, diet, and vacation preferences.
WHAT’S A TAPESTRY?
Trade Area
Entertainment Preferences
The Arts Baseball Golf Football Basketball Hockey Auto Racing GamingOutdoors &
ExerciseDowntown
St. Pete27,71648,819
5.6%4.3%
9,04026,723
1.8%2.4%
98,850220,028
20%19.4%
125,009274,144
25.3%24.1%
121,242290,449
24.5%25.6%
77,585183,230
15.7%16.1%
142,399328,854
28.8%28.9%
119,112238,871
24.1%21%
363,321759,762
73.9%66.9%
Mid Pinellas 32,94174,279
4.9%4.7%
19,26555,595
2.8%3.5%
156,700359,643
23.1%22.9%
175,720344,475
25.9%21.9%
163,969469,275
24.2%29.8%
97,772220,447
14.4%14%
175,674406,795
25.9%25.9%
151,559307,499
23.4%19.6%
482,0511,110,192
71.1%70.6%
Westshore 33,19675,888
5%4.7%
34,475107,728
5.6%6.7%
167,519342,750
25.2%21.3%
176,262393,718
26.7%24.5%
216,977439,099
32.7%27.3%
75,601177,068
11.4%11%
167,482409,740
25.2%25.5%
112,108232,938
16.9%14.5%
514,0991,207,706
77.4%75.1%
DowntownTampa
32,44673,907
4.8%4.5%
44,775129,461
6.6%7.8%
145,060347,343
21.3%21%
153,335349,968
22.5%21.1%
167,988400,755
24.7%24.2%
73,352172,438
10.8%10.4%
139,522416,008
20.5%25.1%
111,755232,561
16.4%14%
513,2611,235,670
75.4%74.7%
Fairgrounds 30,08667,650
5.1%4.6%
43,174126,760
7.3%8.7%
115,324290,788
19.7%19.9%
116,896271,291
19.9%18.6%
155,878359,653
26.7%24.6%
75,151123,039
12.8%8.4%
117,961325,798
20.1%22.3%
93,109159,224
15.9%10.9%
458,8401,196,989
78.2%82%
# of Households % of Households
St. Pete
494,103 North Pinellas
677,711
Westshore
663,837
DowntownTampa
680,972 FairGrounds
586,842
# of Individuals % of Population 1,136,451 1,573,116 1,609,192 1,655,260 1,459,279
ENTERTAINMENT PREFERENCES
TAMPA BAY MSA
Population breakdown by Trade Area for consumers with attending baseball games as a stated entertainment preference:
POTENTIAL SEASON TIX
Downtown St. Pete
Mid Pinellas Westshore
DowntownTampa Fairgrounds
26,723 55,595 107,728 129,461 126,760
WHAT’S NEXT?
Questions?