Tampa Abc stadium-options-grp-presentation-7-16-09
1. ABC Stadium Options Group Data Research and Realities Subcommittee Summary of Findings July 16, 2009
2. COMMITTEE Geralyn Franklin (ex Chair) University of Dallas Sean Lux (co-Chair) USF Scott Geiger (co-Chair) USF St. Petersburg Jon DeLuca St. Petersburg Times Nancy Howe Maddux Business Reports Joe Flemming ( ex-officio ) City of St. Petersburg
3. Mission: Identify, analyze and compare existing and potential baseball trade areas within the Tampa Bay MSA MISSION
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6. Data Accumulated By Tampa Bay Rays Ticket Services. SINGLE GAME TICKET BUYERS BY COUNTY
7. NEW 2009 SEASON TICKET HOLDERS VS 2008 BY COUNTY 2008 Season Ticket Holders 2009 New Season Ticket Holders Data Accumulated By Tampa Bay Rays Ticket Services.
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9. 1. Methodology 2. Overview of the Tampa Bay MSA 3. The Five Trade Areas in Detail 4. Findings OVERVIEW
10. 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
14. 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
15. 2008 2013 (est.) Total Households 1,720,306 1,848,609 Total Population 3,426,162 3,742,946 Median Age 46 47 Household Income $48,056 $51,184 *7 Counties: Hernando, Hillsborough, Manatee, Pasco, Pinellas, Polk, Sarasota Source: ESRI TAMPA BAY MSA*
16. GROWTH BY COUNTY 2009 1 2014 1 2030 2 2050 3 Pinellas 928,860 915,823 1,093,857 1,372,781 Hillsborough 1,222,012 1,326,822 1,672,554 2,098,901 Pasco 471,208 538,705 692,973 945,296 Manatee 327,229 355,638 461,801 622,210 Polk 600,417 663,560 945,296 1,047,890 Sarasota 394,369 426,950 503,436 695,985 Hernando 173,694 198,988 261,139 347,960 1 Source: ESRI; 2 Source: Regional Economic Models Inc. (REMI), Bureau of Business and Economic Research (BEBR), West Central Florida Transportation Model (WCF Tran); 3 Source: REMI & WCF Tran
17. PERCENTAGE GROWTH 2014 1 2030 2 2050 3 TOTAL Pinellas -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% 1 Source: ESRI; 2 Source: Regional Economic Models Inc. (REMI), Bureau of Business and Economic Research (BEBR), West Central Florida Transportation Model (WCF Tran); 3 Source: REMI & WCF Tran
23. OVERALL COMPARISON 2035 1 2050 2 GROWTH Downtown St. 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% Downtown Tampa 2,265,168 2,649,404 16.96% Fairgrounds 2,197,280 2,626,506 19.53% 1 Source: Tampa Bay Region Metropolitan Planning Organizations (MPOs) 2 Source: West Central Florida Transportation Model (WCF Tran) 30 Minute Trade Areas
24. OVERALL COMPARISON 2035 1 2050 2 GROWTH Downtown St. 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% Downtown Tampa 4,958,365 6,066,817 22.71% Fairgrounds 5,267,652 6,459,167 22.62% 1 Source: Tampa Bay Region Metropolitan Planning Organizations (MPOs) 2 Source: West Central Florida Transportation Model (WCF Tran) 60 Minute Trade Areas
25. OVERALL COMPARISON 2008 30 Minute Trade Areas Downtown St. Pete Mid Pinellas Westshore Downtown Tampa Fairgrounds Overall 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
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28. OVERALL COMPARISON 2013 60 Min Trade Areas Downtown St. Pete Mid Pinellas Westshore Downtown 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
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30. ECONOMIC ACTIVITY COMPARISON 2008 30 Min Trade Areas 1 1 Firms with more than 10 employees. Source: Dunn&Bradstreet 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
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32. BASEBALL MARKET COMPARISON 2008 30 Min Trade Areas Baseball Market Information Downtown St. Pete Mid Pinellas Westshore Downtown 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
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35. Trade Area % of Population attending Downtown St. Pete 19.16% Mid Pinellas 17.49% Westshore 15.59% Downtown Tampa 14.85% Fairgrounds 11.90% KEY FINDINGS The further away from the stadium you live, the less likely you are to attend Rays’ games:
36. 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.
37. 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?
39. 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