Ellensburg Fieldhouse Project (003)

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B *KING �k & ASSOCIATES LTD Recreation Planning and Operations Consultants Executive Summary Ballard*King and Associates (B*K) was hired to conduct a market review and develop an operation plan for a potential fieldhouse in Ellensburg, WA. The objective of this study was to determine the anticipated participation and estimated revenue and expense budget. Project tasks included a demographic assessment of the regional area, providing participation and facility trends, reviewing various concepts and developing an operating pro -forma. Market Analysis: As part of the study, B*K conducted a market assessment. B*K examined several service areas, included are: • Primary Service Area. This was identified as an approximate 30-minute drive to the potential fieldhouse site, and residents will likely be regular users of the facility meaning at least weekly. • Secondary Service Area. This was identified as an approximate 90-minute, or a distance from which individuals will travel a couple times a month. Key Indicators B*K accesses demographic information from Environmental Systems Research Institute (ESRI) who utilizes 2020 Census data and their demographers for 2024-2029 projections. In addition to demographics, ESRI also provides data on housing, recreation, and entertainment spending and adult participation in activities. When completing studies for indoor recreation facilities, there are two data points that B*K uses to predict the financial success of the facility: a higher median household income, and a population of 50,000+ in the primary service area. If the primary service area meets these data points, our experience would indicate that a facility has the possibility of significant cost recovery. If those data points are not met, it does not mean that it won't be embraced and heavily used by the community, but it does mean that achieving significant cost recovery will be much more challenging. Population: The population within the primary service area (43,541) is lower than what B*K would typically see in a membership -based facility. For program and rental based facilities, the population is typically higher, at least 75,000. The Secondary service area provides additional population, however the use from the expanded area will most likely be significantly less and limited to tournaments and events. Median Income: The Primary and Secondary service areas have a lower median household income in comparison to the State of Washington. The income level is impacted by the presence of Central Washington University. A university typically provides stable employment along with competitive salaries, but the student population