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JOHNSON <br />{. CONSULTING <br />TASK 2 - MARKET ANALYSIS <br />Our team will evaluate the economic and demographic characteristics of the market area. This data is very <br />important because in many marl the local market and its economic clusters provide for much demand. <br />Our analysis will provide a realistic assessment of the market's strengths, weaknesses, opportunities, and <br />threats (SWOT). Among the data to be gathered and analyzed will be: <br />■ Population and demographic trends. <br />• Analysis of commercial, entertainment, hospitality, recreational, office and other developments in <br />Lee County and the surrounding region, including the redevelopment of the area that may affect the <br />performance of, and demand for, the expanded Civic Center and proposed multi -sports complex. <br />• Income and employment trends, including any major employers expected to enter or leave the <br />market. <br />• Competitive and complementary venues in the immediate and broader region (including capacity and <br />utilization rate). <br />• Key industry cluster trends and how the events, sports, meeting, and consumer show industries relate <br />to them. <br />■ Educational institutions and existing sports clubs /recreational facilities in the area that could utilize <br />the proposed multi-sports complex. <br />■ Emerging or established business clusters that would benefit, and/or benefit from, the Civic Center. <br />■ Transportation and access. <br />a Hotel supply and growth patterns. <br />■ Portfolio of facilities, including events centers, civic centers, arenas, theaters, stadiums, fairground <br />and equestrian complexes, conference centers, and convention centers throughout the region, <br />including an inventory of any proposed facilities and those currently under construction. This will <br />assist us in determining whether there are any gaps in the market due to a lack of supply and how the <br />proposed facilities will interface with the existing supply. <br />• Convention, sports and tourism marketing resources and strategies. <br />6 East Monroe Street I Fifth Floor I Chicago, Illinois 60603 I Phone: 312.447.2010 I Fax: 312.444.1125 <br />A chic.com I clohnson0chic.com <br />