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HomeMy WebLinkAboutItem 07 - Convention Center StudyMEMO TO: HONORABLE MAYOR AND MEMBERS OF THE CITY COUNCIL FROM: BRUNO RUMBELOW, CITY MANAGER MEETING DATE: APRIL 4, 2023 SUBJECT: GRAPEVINE CONVENTION CENTER EXPANSION FEASIBILITY STUDY RECOMMENDATION: City Council to consider the approval of a Convention Center Remodel and Expansion Feasibility Study with Johnson Consulting. FUNDING SOURCE: Funds are available in the Convention and Visitors Bureau Fund in the estimated amount of $71,500. BACKGROUND: The existing Grapevine Convention Center was opened in 1988. Over these 30 plus years, the 25,000 square foot Convention Center has been continually used to host a variety of events including trade shows, corporate meetings, civic groups and wedding receptions. Due to the age and current usage of the Convention Center, there is a need to review operations and conduct a Market Analysis to help determine its future use and growth to help serve the local community hotels and add a layer of demand to the hospitality and retail community of Grapevine. Johnson Consulting is a nationwide leader in the field of hospitality consulting and has extensive experience in the development and improvement of convention centers, hotels and tourism districts. Johnson Consulting has recently performed similar studies in Lubbock, Austin, Fort Worth, Denver, Colorado, and Nashville, Tennessee to name a few. Specifically, Johnson Consulting will be utilizing a multi -tasked approach in the development of the study. Tasks include holding workshops with staff and stakeholders to confirm objectives of the study, a historic operational review, market and demand analysis, identification of industry trends, development of demand strategies and projections, and comparable case studies of similar local feasibility studies. The project is anticipated to take three months, and when completed will provide detailed analysis and recommendations for improvement and/or expansion of the Grapevine Convention Center. Staff recommends approval of the study CL/PM REQUEST FOR PROPOSAL GRAPEVINE CONVENTION CENTER EXPANSION FEASIBILITY STUDY A I I I Iqq� TO: genour - BY: i isulting, w. LL PROJECT APPROACH QUALIFICATIONS RESUMES PROJECT EXPERIENCE 17 21 29 .. = JOHNSON �►, CONSULTING Experts in Convention, Hospitality, February 16, 2023 Sports and Real Estate Consulting. Mr. Chris Laugenour City of Grapevine 636 S. Main Street Grapevine, TX 76051 Re: Grapevine Convention Center Expansion Feasibility Study Dear Mr. Laugenour, On behalf of Johnson Consulting, and our subconsulting team member tvsdesign ("Consulting Team"), I am pleased to present this proposal to the City of Grapevine and the Grapevine Convention and Visitors Bureau ("Client" or "City") for Consulting Services for a market and financial feasibility study for the reimagination of the current Grapevine Convention Center into a facility that serves the local hotel base and helps add a layer of demand to the hospitality and retail community. This Team will ensure that the City's investment in this project will significantly broaden and enhance the vibrancy of Grapevine's convention, meetings, and tourism offerings. We have made TVS' services optional based on the level of detail needed at this time. Johnson Consulting, established in 1996, is an internationally regarded real estate and hospitality consulting firm that offers specialized expertise in the development, improvement and operation of convention centers, performing art and cultural centers, hotels and tourism districts. We are noted for working with communities seeking to elevate their residents' lives and visitors' experiences through cultural real estate development. We have worked in the Dallas/ Ft. Worth market over 75 times throughout our firm's history and we have worked in Denton, Lewisville, Bedford, Dallas, Frisco, Southlake among many other regional communities. We are currently working on two projects in Cameron County. As part of the Johnson Consulting Team, we bring the resources of our locally -based tourism expert Don Anderson to the team. Don has over 40 years in the tourism, hospitality and entertainment profession, of which half were in various operating positions such as hotel general manager, destination organization president, resort marketing director, attraction/special event manager and industry consultant, with the remaining years as college professor/educational officer with three universities in the United States and Canada. He was also the founder and director of the successful Destination International's Certified Destination Management Executive (CDME) program for its first 25 years. Don has advised in over 750 tourism -related assignments and particularly 25 specifically dedicated to meetings/convention travel assessment and marketing/promotion and sales strategy, of recent in Chattanooga (TN), Wilmington (NC), Arlington and Granbury (TX), Natchez (MS) and Evansville (IN). Of note, he has prepared facility strategic plans for convention/conference centers in Texas and Indiana which have provided future guidance in marketing/sales, advocacy and venue development initiatives. tvsdesign, has had significant influence on cities and the built environment through the planning and architectural design of major public spaces throughout the world for more than 49 years and millions of square feet. tvsdesign brings the City of Grapevine the strongest qualifications for finding smart solutions to site and program challenges for convention centers, never losing sight of the big idea and honing in on what provides the most value to clients. tvsdesign was the architect for the Music City Center in Nashville and for the expansion renovation work that is being conducted for the Memphis Cook Convention Center. Our firms worked together on both projects and have a long standing working relationship. We are currently working together on a conference center in Southern Indiana, and a Convention Center Campus in DeKalb County, GA. tvs is currently working on the Dallas Convention Center as well the South Padre's. They are working with us on the South Padre Island Convention Center assignment and it is very similar to the assignment in Grapevine. JOHNSON CONSULTING 1 6 EAST MONROE STREET, FIFTH FLOOR, CHICAGO, ILLINOIS 60603 1 312.447.2010 1 WWW.CHJC.COM .. = JOHNSON �►, CONSULTING Experts in Convention, Hospitality, Sports and Real Estate Consulting. February 16, 2023 City of Grapevine Page2 Our response is intended to highlight the breadth and depth of our Consulting Team's experience, dedication and approach; however, we believe it is important to express our unique qualifications: ■ Our team understands the Texas market. Recent work includes work for the South Padre Island Convention Center and performing arts center, an assignment Johnson Consulting has been involved in for over a decade. We have also recently completed projects in Southlake, Frisco, Dallas Fair Park P-3 implementation, San Benito among many other assignments in the State of Texas; ■ Johnson Consulting's advisory practice ensures that our Clients receive the highest objective analysis and forthright opinions on project viability and strategy; ■ Proven collaborative processes that engages stakeholders and utilizes market data with precise analytics so that our Clients can confidently make the most informed decisions, and ■ Extensive convention and performing arts work that encompasses market assessment, demand projections, economic impact analysis, funding strategies, programming, design, site analysis, financial projections, business modeling, implementation strategies. We are available to begin work immediately and are committed to delivering the highest quality product within the schedule requirements you determine. If you have any questions about our proposal, please contact me at 312.447.2001 or at cjohnson@chjc.com. We truly look forward to the opportunity of serving you. Sincerely, C.H. JOHNSON CONSULTING, INC. CHARLES H. JOHNSON, IV PRESIDENT JOHNSON CONSULTING 1 6 EAST MONROE STREET, FIFTH FLOOR, CHICAGO, ILLINOIS 60603 1 312.447.2010 1 WWW.CHJC.COM W��■ BMW, Z JOHNSON CONSULTING UNDERSTANDING OF THE ASSIGNMENT The City of Grapevine and the Grapevine Convention and Visitors Bureau ("Client" or "City") are seeking a qualified Consulting Team to prepare a feasibility study to assess the viability of reimagining the current 25,000 sq. ft. Grapevine Convention Center ("Center") which currently operates more as a community center, into a facility that will increasingly serve the 12+ hotels in the Grapevine market. There have been numerous cities that have developed or expanded their convention/event centers and regional offerings; therefore, competition is strong and growing. Key areas of focus for improvements to convention/event centers include size, flexibility and adaptability of event spaces, strong hotel offerings within walking distance, an attractive area around the convention/event center to promote walkability and safety and good accessibility, among many other variables. This study will evaluate these and other attributes of the Grapevine market and compare them to peer sets, current and aspirational. This will allow the Center to understand the current infrastructure supporting current operations and the infrastructure and facilities needed to better compete with aspirational destinations. This requires an objective advisor keenly focused in the convention/event center and hospitality industry to assess the current state relative to future aspirational objectives and make recommendations that ensure the most viable future success for the, its surrounding environment and the community of Grapevine. Johnson Consulting has the national and regional experience and reputation to make recommendations to refine and improve operations, address strategies for the Center and to promote the venue and deliver the successful strategy to advance the target niches, mission and success of the Grapevine Convention Center. SCOPE OF WORK Johnson Consulting will follow a well -developed approach that we have successfully used in conducting similar studies for existing convention/event centers throughout North America. All findings from the Tasks outlined below will be summarized in a Draft Report document for Client review and comment, followed by a Final Report that will incorporate Client feedback. The deliverables will articulate a strategy and implementation plan to allow for seamless and phaseable recommendations regarding the future of the Grapevine Convention Center. TASK 1 — PROJECT ORIENTATION AND INITIAL FIELDWORK To initiate the process, the Consulting Team will hold a workshop with City and CVB representatives and key stakeholders to confirm the objectives of the study, develop clear lines of communication, gather related documents, optimize our project methodology, and conduct initial fieldwork. Tasks to be performed include: GRAPEVINE CONVENTION CENTER EXPANSION FEASIBILITY STUDY, GRAPEVINE, TX I FEBRUARY 16, 2023 JOHNSON CONSULTING ■ Review the near and long-term economic development objectives of the City and the CVB. ■ Identify key stakeholders, including potential partners and tenants of the proposed facilities. This may include area hoteliers, local and regional event spaces, regional meeting and event planners, arts groups and associations, major corporations and organizations in the local area, local and regional tour operators, and local and regional developers, among others. ■ Tour the City of Grapevine and the surrounding local area, including local hotels and existing venues. ■ Identify specific and niche markets that could serve as sources of demand for the reimagined convention facility. ■ Identify competitive/comparable markets for use in benchmarking. ■ Identify appropriate contacts and resources necessary to ensure complete review and assessment of issues and specific data, including governmental agencies and other stakeholders. ■ Establish project deadlines for deliverable products and regular updates on the progress of the analysis. We will also use this initial assessment of potential sites for the new facility(s) as an opportunity to initiate fieldwork. Fieldwork activities will include: ■ Tour and profile the existing performance and meeting facilities in the greater Dallas and surrounding areas. ■ Perform current and potential user group interviews, including local public officials and community leaders, arts organizations, meeting and event planners, businesses, and other stakeholders, to solicit a broad range of input and to acquire a complete coverage of the market area. ■ Review and inventory existing theatre, arts and cultural organizations — identify appropriate contacts and resources necessary to ensure complete review and assessment of regional facilities and user groups. HISTORICAL OPERATIONS REVIEW In this Task, we will determine how the Grapevine Convention Center is operating, develop baseline operating information, and identify initial opportunities for future facility modifications, enhancements and expansion. Johnson Consulting will summarize and evaluate historical data for the coliseum and prepare a performance review that includes: ■ Organizational structure, including stewardship and funding. ■ Number of employees, compensation ranges and use of full time versus "gig" labor. ■ Number of events, by type with attendance, revenue and direct costs (ideally by event, if maintained). ■ Mix of demand and assessment of events that best fit the market, are of highest value and new event targets that optimize those variables. GRAPEVINE CONVENTION CENTER EXPANSION FEASIBILITY STUDY, GRAPEVINE, TX I FEBRUARY 16, 2023 2 JOHNSON CONSULTING ■ Lost/turned away business and date conflict data, based upon recorded data from Client Representatives. This will help us determine any inherent challenges the Center might be facing and future opportunities. ■ Rental rates and pricing. ■ Approach to services, such as food and beverage, event services and parking. ■ Revenues and expenses, funding CapEx, subsidies, and sources of revenues used to pay for operations and capital costs. ■ Physical inspection with City engineering staff to discern the strengths, opportunities and needs of the Center. One of TVS' architects will lead this effort. ■ Marketing resources provided by client representatives, the CVB/ County and other parties. ■ Influences that may limit demand, such as inadequate or properly priced hotel rooms, image and other factors. ■ Any other relevant data points. MARKET AND DEMAND ANALYSIS TASK 2 — MARKET ANALYSIS Johnson Consulting will evaluate the economic and demographic characteristics of the Grapevine and greater Dallas -Ft. Worth market area. This Task is very important because in many markets, the local and regional market and its primary economic sectors provide a significant demand base and strategy for event centers. Our analysis will provide a realistic assessment of the market's strengths, weaknesses, opportunities, and threats (SWOT). Among the data to be gathered and analyzed will be: ■ Population and demographic trends. ■ Analysis of commercial, entertainment, hospitality, office, sports, corporate, academic, and other developments in Grapevine and the surrounding region that may affect the performance of, and demand for, the Center. ■ Income and employment trends, including any major employers expected to enter or leave the market. ■ Key economic industry cluster trends and how the events, special events, meeting, sports, hospitality and entertainment industries relate to them. ■ Competitive and complementary meeting venues in the immediate and broader competitive region (profiling capacity and utilization rate), including any proposed meeting venues and those currently under construction. This will assist in determining whether there are any gaps in the market due to a lack of supply and how the proposed enhanced facility will interface with the existing and planned supply. ■ Transportation and access. ■ Hotel and retail supply and growth patterns. ■ Tourism infrastructure. GRAPEVINE CONVENTION CENTER EXPANSION FEASIBILITY STUDY, GRAPEVINE, TX I FEBRUARY 16, 2023 3 JOHNSON CONSULTING ■ Meeting, sports, entertainment, and tourism marketing resources and strategies. ■ Key developments and economic development goals that align with the success of the Center. ■ Other data points identified. TASK 3 — INDUSTRY TRENDS Johnson Consulting will reviewand analyze recent statistics related tothe convention, entertainment, events, and sports industries highlighting key performance metrics such as growth, meeting planner and event promoter trends, venue selection criteria, and trends for technology, hospitality, tourism, as well as overall industry health, among others. This analysis will be based upon primary and secondary sources of information, such as Convention and Visitors Bureau research files, Destination International (DI, formerly DMAI) data, Meeting and Convention Magazine, Association of Meeting Professionals (AMPS), and the International Association of Venue Managers (IAVM), Center for Exhibition Industry Research (CEIR), Professional Convention Management Association (PCMA) International Congress and Convention Associations (ICCA), as well as other publications and resources. ifiv_i:CIn-3:1►[s]:Iu/11:7A1►CC111►0 V&I Johnson Consulting will select four markets with Client Representatives (four current peer venues, and four aspirational venues) and collect data that can be benchmarked and compared for the key areas of Grapevine. Data collected will include: ■ Inventory of existing and proposed facilities in the market area, including available parking and transportation. ■ Hotel supply - total market and near facility. ■ Air service. ■ CVB Budget. ■ Profile of a wide variety of existing and proposed facilities operations and strategy, including location, size, cost, financing, chain and brand affiliations, financial performance indicators, demand (number of events and attendance), rates and pricing, approach to services, and factors affecting their success, among others. ■ Exploration of marketing resources allocated by the CVB and other parties for various types of activities, e.g., sports tourism, convention and meetings, etc. ■ Governance issues, day-to-day operations, management and marketing contract key terms, calendar control, personnel, funding allocations. TASK 5 — COMPARABLE CASE STUDIES In conjunction with the Center and other relevant stakeholders, we will select several comparable convention/event center and meeting facilities that may offer innovative ideas with respect to facility expansion and enhanced performance in both Texas and nationally. We will interview facility GRAPEVINE CONVENTION CENTER EXPANSION FEASIBILITY STUDY, GRAPEVINE, TX I FEBRUARY 16, 2023 4 JOHNSON CONSULTING management and compile statistical data on the size, quality and performance of these facilities/ markets, including demand and operational information, as follows: ■ Physical profile, development cost, funding approach and history. ■ Adjacent land uses, including hotel supply. ■ Profile of past, current, and future event calendars, event attendees' origin and event program satisfaction, and operating performance, including: — Number of events and attendance by type. — Trends in recent event and attendance demand. — Revenues and Expenses, by type. — Analysis of rental fee structures, based on information provided by facility management. — Profile of funding/management/staffing/ownership structures and funding mechanisms. ■ Analysis of local economic and demographic factors, such as population, per capita income, corporate and employment base, age breakdown, and others, which affect demand. ■ Analysis of local environment and support infrastructure including hotel rooms, retail, restaurants, key attractions, transportation, etc. ■ Available parking. ■ Future expansion plans. Johnson Consulting has developed a substantial database of financial and operating data for convention/event centers, hotels, adjacent real estate districts, meeting, event, and multi- purpose facilities throughout the U.S that can be shared with the Grapevine Convention Center. We also have working relationships with numerous facility operators that will provide us with a comprehensive understanding of what the costs and benefits of enhanced facilities would be for the convention/event center. For these peer facilities, our analysis will provide real world operating data and financial performance results that will be one of the primary inputs into our demand and financial analysis. Case study information on comparable and competitive facilities will be fully profiled in our report in a comparative analysis that benchmarks the facility attributes and performance of the Center against the selected facilities. We will identify facility strengths and areas for improvement. TASK 6 — SWOT ANALYSIS BASED ON BENCHMARKS The Consulting Team will synthesize the findings from the Benchmarking Analysis and Comparable Case Studies and perform a SWOT analysis. We will analyze the benchmark markets in a competitive context for the event center markets and produce a SWOT analysis (Strengths, Weaknesses, Opportunities and Threats) that includes qualitative and quantitative metrics in the following areas: GRAPEVINE CONVENTION CENTER EXPANSION FEASIBILITY STUDY, GRAPEVINE, TX I FEBRUARY 16, 2023 5 JOHNSON CONSULTING ■ Event and meeting facilities, both hotel and non -hotel based. ■ Regional and local entertainment, attractions, and programs. ■ Special events, arts venues, museums, and festivals. ■ Marketing and sales strategies. ■ Lodging inventory, concentrations, brand representation, demand origin and prices. ■ Destination shopping and retail. ■ Parks and gardens. ■ Others characteristics as identified. We will prepare a historical and recenttrend summary of objective statistical data forthe competitive sets. We will use our data sources to measure: ■ Event and Attendance trends, by local and out of town oriented events. ■ Hotel occupancy trends, by hotel quality level, by subsector. ■ Room and sales tax collection levels. ■ Air service levels. ■ Number and type of hotel rooms by level and quality. ■ Attendance at major attractions in the region. ■ Other statistics, as warranted. Through the above analysis, the Consulting Team will identify areas of deficiency and present those that appear to offer the greatest opportunities, by sub region of the market. TASK 7 — IDENTIFICATION OF USER GROUPS/ SURVEYS & INTERVIEWS Focusing on the convention market, we will work with the CVB and Center Representatives to document major corporations, associations, event promoters, organizations, and institutions active in the region and nationally. We will identify past, current, and potential users and interview them regarding the need and desire for the Center and any attributes that perform well, can be enhanced, or that are missing. We will have similar conversations with regional and national trade and consumer show producers, convention/event organizers, show promoters, and other relevant industry participants, as well as representatives of events that make the circuit through existing regional facilities. We will ask specific questions regarding: ■ Amount, size, and attributes of exhibition space. ■ Amount, size and attributes of ballroom space. ■ Amount, size and attributes of meeting/breakout space. ■ Satisfaction at the event center vs. other facilities used. GRAPEVINE CONVENTION CENTER EXPANSION FEASIBILITY STUDY, GRAPEVINE, TX I FEBRUARY 16, 2023 6 JOHNSON CONSULTING ■ Hotel supply versus requirements and affordability of ADR. ■ Technology requirements. ■ Pricing requirements and strategies. ■ Perceptions of the market and area of the City. ■ Support facilities. ■ Other criteria necessary to maintain or attract their patronage. The interviews/surveys will provide detailed intelligence on what the destination and the Center can do to maintain, recruit and grow events and prioritize events based on economic contribution to the community. We will utilize a combination of interviews, focus groups (typically a customer advisory board), and a web -based survey tool to gather input from past, current and potential users as well as local businesses and community organizations. This methodology will ensure that we have a clear and accurate understanding of perceptions of the need and desire for an enhanced event center, the target markets for the venue to pursue, and the impact of potential development projects on facility demand to remain competitive. TASK 8 — HOTEL MARKET STRATEGY We will evaluate the current and projected hotel market supply and demand to determine how supportive of this project the hotel community is of the potential modifications. We will also analyze the size of the Center in context of available room blocks given hotel market conditions and pricing. Our in-depth knowledge and thorough understanding of hotel market demand segmentation, fill patterns, and seasonality, as well as our experience with hundreds of hotel projects will be invaluable for this analysis. Key questions this Task will answer include: ■ How important is the convention/event center in the overall demand picture for the market today? ■ How have the hotels in the market performed over the past several years from and Occupancy, ADR, RevPar, and demand segmentation perspective? ■ What is the historical growth of room supply in Grapevine and its quality level relative to the needs of Center users? ■ What is proposed in the hotel development pipeline in Grapevine? ■ What it is the target room block size needed to support Center users now and into the future and what strategies will be needed to insure satisfactory room blocks for users? ■ Is there need for additional new hotels to support the existing or enhanced/expanded Center? ■ How will overall market performance change over time with a new hotel or hotels, for both the Center and the hotel market? ■ What steps are needed to betaken now to set the stage for future hotel attraction if the analysis indicates a need for a proximate hotel? GRAPEVINE CONVENTION CENTER EXPANSION FEASIBILITY STUDY, GRAPEVINE, TX I FEBRUARY 16, 2023 7 JOHNSON CONSULTING TASK 9 - DEMAND STRATEGY AND PROJECTIONS The Consulting Team will utilize the baseline data developed in Task 1 and the subsequent research conducted in Tasks 2 through 6 to develop a basis for future year demand projections of events and attendance over a 10-year period for an expanded Center, as follows: ■ Development of long-range demand projections addressing the number of events by type, number of attendees, and the amount of space required for various event types. ■ Testing of demand projections using two analytical methods: — 'BOTTOM -UP' APPROACH reflecting current demand, annual repeat events, turned away events, and transfers from other locations, and; — `TOP -DOWN' APPROACH reflecting analysis of comparable facility demand, relative levels of supply and demand in the overall market, and anticipated future market share. The future demand projections will provide insight on how the Center will continue to perform "as is" and factoring in expansion, as identified through the market research conducted in prior tasks. This will provide an understanding of potential consequences for no action vs. expansion opportunities. TASK 10 — FINANCIAL AND OPERATING ANALYSIS Building upon our demand projections from current bookings and future opportunities, historical financial operations for the Center and supplemented by data from competitive and comparable facilities, we will develop a detailed financial model of the expanded Centerto determine anticipated revenues and expenses for the facility. The model will generate a 10-year projection of operating revenues, expenses (including estimated debt service), and net operating income, highlighting what the expected financial picture will be. By way of example, revenues will include: space rentals, food and beverage, advertising, parking, service charges, and others specific to this project; and expenses will include: payroll, utilities, repairs and maintenance, advertising and marketing, security, insurance, management expense, reserve for replacement, and others identified. The Consulting Team will work with the Center to determine non -operating revenue/expense assumptions to inform the overall financial outlook. We will also offer a specific discussion regarding revenue sources that are available to public assembly facilities, including benefactor naming rights and other specialized revenue streams, such as advertising or grants, and based on market conditions. TASK 11 — RECOMMENDATIONS Our Consulting Team will use information gathered from the preceding tasks to determine the appropriate convention/event expansion program, support space product and destination GRAPEVINE CONVENTION CENTER EXPANSION FEASIBILITY STUDY, GRAPEVINE, TX I FEBRUARY 16, 2023 8 JOHNSON CONSULTING enhancements that the Grapevine area will absorb, if any, over the next 10 years. We will also comment on the associated land use components that could complement the Center and shared amenities such as the adjacent support environment, including hotels and mixed -use offerings, parking and other items to support expansion of the Center. Our Consulting Team will provide recommendations relating to the facility(s) program, including options for optimal configuration and the overall size of the venue, commenting on and advising on the list of needed facility attributes. Additionally, we will recommend optimal pricing levels for facility rentals as well as optimal staffing requirements needed. Our Consulting Team will use this information to determine the appropriate Convention Center product that Grapevine and the regional market can accommodate over the next 10 years. ■ A site requirements and location analysis, addressing potential site options, specific facility site needs, parking requirements and other considerations. Johnson Consulting has a proprietary site evaluation matrix that will clearly establish pros and cons of one site to another. ■ Number, size, quality and type of event spaces that will include the amount and quality of exhibit/ multi -purpose space (size, configuration, ceiling height, utilities, live floor load, column spacing), ballroom and meeting/breakout space (number, size, configuration), optimal configuration of other spaces listed, food service preparation (including location), lobby/pre-function (location) and points of sale, technology needs, parking and loading dock requirements, sustainability requirements, technology needs, and long-term phasing and expansion strategies, among others. We will include the estimated gross square footage of rentable space. ■ Facility rental fees based on the types of users and events. ■ Desired and required amenities that may be necessary to accommodate the facility. ■ Staffing requirements needed to operate convention, hotel and performing arts facilities. TASK 12 — DEVELOPMENT COST ESTIMATE AND CONCEPT RENDERINGS (OPTIONAL SERVICE) From recent convention center work as well as our understanding of the Grapevine market, our Consulting Team, with input from TVS will develop cost assumptions to inform the overall development costs for the improved convention facility. Additional data will be provided on: ■ Size ■ Topography ■ Zoning ■ Utility ■ Other specific characteristics The report will also include narrative descriptions of the buildings and systems which might result. The final site evaluation will include two concept renderings depicting how facilities recommended by the study could appear as a completed project. GRAPEVINE CONVENTION CENTER EXPANSION FEASIBILITY STUDY, GRAPEVINE, TX I FEBRUARY 16, 2023 9 JOHNSON CONSULTING The number one option will be used as the basis of a cost analysis for the anticipated development. The cost analysis will include: ■ Probable acquisition costs. ■ Probable relocation costs, if any. ■ Estimated A&E, consultant and developer fees. ■ Estimated construction costs for each component of the recommended program including capital construction, site related property acquisition, and land preparation costs. Construction costs will be provided separately for the convention center, hotel, and parking facility. ■ Estimated costs for site and parking improvements. ■ Attractive graphics package that communicates the recommended improvement plan. The Consulting Team will identify potential revenue strategies to support the initial capital cost of the project and prepare an estimated timetable for construction of the project. TASK 13 — ECONOMIC & FISCAL IMPACT ANALYSIS Based on the Center's projected demand schedule and assumptions regarding origin of attendees, as well as the local and regional tax structure, our Consulting Team will project the economic, social and fiscal impacts that will accrue in the local market as a result of the annual operations at the expanded Center, as well as the one-time construction impacts. The analysis will consider direct spending impacts, and indirect and induced impacts, fiscal impacts, and local employment and income impacts based on standard multipliers of direct impacts that are refined based on local market conditions. The presentation of our economic and fiscal impact analysis will include the following: ■ BASELINE ASSUMPTIONS Our model will develop variables for visitor spending, promoter spending, attendee origin, and other information. From our discussions with event managers and collection of secondary data, Johnson Consulting will have the necessary information on event attributes and attendee origin, attendee length of stay, percent of attendees who will likely stay overnight, and other significant variables. ■ DIRECT SPENDING ESTIMATES The analysis will estimate the direct spending of attendees, show organizers, and promoters for use in the projections. ■ INDIRECT AND INDUCED SPENDING AND JOB CREATION By using IMPLAN regional multipliers or Bureau of Economic Analysis RIMS II regional multipliers (both input-output models of the local economy), the economic impact analysis will estimate the indirect and induced spending and employment impacts of the Center, including realistic projections for jobs created and retained as a result of recommendations outlined in the study and identify types of jobs (part-time, seasonal, and full-time) and realistic wage ranges for the projected jobs. GRAPEVINE CONVENTION CENTER EXPANSION FEASIBILITY STUDY, GRAPEVINE, TX I FEBRUARY 16, 2023 10 JOHNSON CONSULTING ■ FISCAL IMPACT ANALYSIS The fiscal impact analysis will quantify what the local (City and County) and state governments will receive from the development of the expansion. If applicable, we will estimate annual tax dollars returned to the state and local governments as a result of increased business activity and personal income associated with the construction and operation of the facility. This analysis will define current operation and future operation impacts after expansion. We will quantify the change and compare it to any cost figures we develop so a return can be calculated. We will also quantify the cost of inaction. There will also be discussion of major non -quantifiable benefits such as image, dominance in certain categories/situations, influence on redevelopment, with specific targets, etc. N AVERAGE DAILY SPENDING (BY RELEVANT r ATFrnD1=Q% IMPLAN [MULTIPLIER RATES) III* ' EFFECTIVE TAX RATES ECONOMIC I M PACT FISCAL IMPACT GRAPEVINE CONVENTION CENTER EXPANSION FEASIBILITY STUDY, GRAPEVINE, TX I FEBRUARY 16, 2023 11 JOHNSON CONSULTING DELIVERABLES We are noted for the clarity and quality of our reports and all communications. The following are deliverables that we will provide to the City of Grapevine: ■ Draft Report: Will be provided to Client representatives at the completion of our study. The Draft Report will include fully documented findings and recommendations and will be accompanied by appropriate graphics and presentation material. Following the issuance of the Draft Report, the Consulting Team will meet with Client representatives to discuss key recommendations and receive input and guidance from the Client Team. ■ Final Reports: We will provide a fully documented Final Report, addressing all Client comments and refinements received throughout the study and review periods. ■ Presentations: A PowerPoint presentation detailing the results of our findings and recommendations to be provided to the City of Grapevine following the issuance of our Final Report for our study. We will also be available to explain the project's findings and recommendations to the City of Grapevine and key stakeholders, if desired. Our Consulting Team will meet and exceed all of City of Grapevine's requirements and expectations relating to this project. We will achieve this by working closely with Client representatives, in person and through regular conference calls, to ensure the timely delivery of a study that accurately meets the needs and requirements of the City of Grapevine, and addresses all relevant questions and concerns that arise during the study period. GRAPEVINE CONVENTION CENTER EXPANSION FEASIBILITY STUDY, GRAPEVINE, TX I FEBRUARY 16, 2023 12 " JOHNSON t l CONSULTING PROJECT SCHEDULE WEEK In-Person/Conference Meetings Task 1 - Project Orientation and Initial Field Work Task 2 - Market Analysis Task 3 - Industry Trends Task 4 - Benchmarking Analysis Task 5 - Comparable Case Studies Task 6 - SWOT Analysis Based on Benchmarks Task 7 - Identification of User Groups /Surveys & Interviews Task 8 - Hotel Market Strategy Task 9 - Demand Strategy & Projections Task 10 - Financial & Operating Analysis Task 11 - Recommendations Task 12 - Development Cost Estimate & Concept Renderings (Optional Service) JL2 L3"4 J51�6 7 8 © 0 0 MME 1 Task 13 - Economic & Fiscal Impact Analysis Conference Calls Final Report © Meeting/Workshop Presentation Draft Report Acceptance of Final Report * Schedule is tentative and subject to change 9 10 11 12 0 GRAPEVINE CONVENTION CENTER EXPANSION FEASIBILITY STUDY, GRAPEVINE, TX I FEBRUARY 16, 2023 13 JOHNSON CONSULTING r V) FEES We propose to complete the scope of work detailed in this proposal for a total fee of $65,000, plus expenses. Our expenses will only be billed if incurred, at cost. Expenses include travel, lodging and data purchase and are estimated at 10% of fees. The optional architectural component for TVS would be an additional $25,000. Market and Strategy Analysis $35000 Business Plan Development Expenses (As Incurred) Total ►nli ; • • �Z • • Optional Architectural Analysis & Graphics Package Total $30,000 $65,000 $25,000 $25,000 GRAPEVINE CONVENTION CENTER EXPANSION FEASIBILITY STUDY, GRAPEVINE, TX I FEBRUARY 16, 2023 14 JOHNSON CONSULTING CONTRACTUAL CONDITIONS Subject to the actual terms and conditions of any subsequent agreement with you, the following conditions are standard policy for Johnson Consulting and are customary for engagements of this type. Should you have any questions concerning any of these conditions, please feel free to contact us. The findings and recommendations of our research will reflect analyses of primary and secondary sources of information. Estimates and analyses presented in our report will be based on economic trends, market assumptions, and financial data that are subject to variation. Johnson Consulting will use sources that it deems reliable, but will not guarantee their accuracy. Recommendations will be made from information provided by the analyses, internal databases, and from information provided by management. It is understood in accepting this proposal that neither fees nor payment thereof is contingent upon the findings of the study. Upon receipt of invoices, payment is to be made within 30 days of receipt unless prior arrangements have been made with management. Additionally, all outstanding invoices must be current prior to the release of any draft and final reports. Johnson Consulting will have no responsibility to update its report for events and circumstances occurring after the date of its report. If you decide not to proceed with the project, or if it appears that the study will result in a finding that the project cannot achieve its required results, Johnson Consulting would, at your request, terminate its work and would only bill you for fees and expenses incurred to that point in time. If you require us to attend meetings and make presentations beyond the scope of services, Johnson Consulting will charge separately for its actual hours of professional time incurred in preparing for and attending the meetings. Professional time will be billed at Johnson Consulting's standard hourly rates plus travel and incidental expenses. Billing rates are subject to a minimum five percent increase as of January 1, 2024. Invoices outstanding after thirty days of receipt shall accrue at the interest rate of one percent per month until paid. If we need to bring action to enforce the terms contained in this letter, you will be responsible to pay our reasonable attorney's fees, costs and expenses. We commit to delivering the highest quality product within the timeframe we have proposed. If you have any questions, please feel free to call me at 312-447-2001. Thank you for your interest in our firm. We look forward to the opportunity to serve you. GRAPEVINE CONVENTION CENTER EXPANSION FEASIBILITY STUDY, GRAPEVINE, TX I FEBRUARY 16, 2023 is JOHNSON CONSULTING AUTHORIZATION TO PROCEED Signature: Name: Title: Date: If you wish to wire payments, please contact us for our wire information. GRAPEVINE CONVENTION CENTER EXPANSION FEASIBILITY STUDY, GRAPEVINE, TX I FEBRUARY 16, 2023 16 6 m ul m pEVpE VIN �- ila=wp PIP- JOHNSON CONSULTING Johnson Consulting, a corporation founded in 1996 in Chicago, Illinois, has conducted hundreds of engagements in the U.S., Canada, Central and South America, Asia, Africa, and Europe with a focus on strategic planning for urban renewal districts, public assembly facilities, hotels and surrounding districts, and the broader real estate markets. Our staff has worked in the real estate planning, hospitality, and sports consulting fields for over 35 years. The majority of this work is focused on strategic planning, market and feasibility studies, economic and fiscal impact assessments, economic development, strategy development, tax analysis and projections, site selection, development consulting, developer and investor recruitment and downtown and suburban development and redevelopment planning. These engagements involve a variety of land uses, including mixed -use development districts, retail, office, industrial, housing, and special uses such as hotels, conference centers, arenas, sports facilities, entertainment and tourism, and university based projects. The majority of our clients are cities and counties, and we also perform studies for private developers and quasi -governmental organizations, such as universities, convention and visitors bureaus and authorities. With both our public and private sector clients, we deliver high- quality work in a timely manner. Numerous repeat engagements with several clients are evidence of our reputation for quality and client satisfaction. We have provided analysis, insight and recommendations for various development and real estate projects, providing both comprehensive evaluation of an entire area and specific evaluation of individual facility concepts and economic development potential. Our expertise allows us to counsel communities on whether development is appropriate, and if so, what should be built, where it should be built, and how to finance and develop the project. Johnson Consulting is noted for providing straightforward opinions and creating meaningful solutions to complex challenges. 1 GRAPEVINE CONVENTION CENTER EXPANSION FEASIBILITY STUDY, GRAPEVINE, TX I FEBRUARY 16, 2023 17 EXECUTIVE SUMMARY JOHNSON CONSULTING JOHNSON CONSULTING SERVICES Conference/ ConVE Event Cer Performing Art Hotels Fairgrounds Sports Complexes Stadiums Arenas Mixed -Use Real Estate CONSULTING SERVICES Market & Demand Analysis Proforma/Financial Analysis Economic & Fiscal Impacts Strategic Master Planning Expansion/Renovation Analysis Funding Strategies Project Financing Analysis Tax Analysis & Projections Asset Valuation Sensitivity/Gap Analysis Owner's Representation Site Analysis Manage RFP/RFQ Solicitations Operational Audits Naming Rights Valuation Negotiation Assistance Public -Private Partnerships (P3) Public Engagement GRAPEVINE CONVENTION CENTER EXPANSION FEASIBILITY STUDY, GRAPEVINE, TX I FEBRUARY 16, 2023 18 JOHNSON CONSULTING El Paso Lubbock • CONVENTION CENTER HEADQUARTERS HOTEL, n GATEWAY PARK AMPHITEATER, TEXAS MOTOR - Il SPEEDWAY & FORT WORTH TOURISM AND ECONOMIC DEVELOPMENT FORT WORTH, TX Lewisville Frisco• Irving THE DEPOT AT CLEBURNE STATION STADIUM Bedford • ; Dallas • MountPleasant FEASIBILITY AND MARKET STUDY Ft.Worth • • Desoto CLEBURNE,TX • Cleburne 0 Cedar Park* • College Station • Austin • San Marcos • Galveston • Corpus Christi South Padre Island* EL PASO TX PLAZA HOTEL, EL PASO ARENA AND SOCCER COMPLEX FEASIBILITY STUDY EL PASO, TX EVENT/ MULTI -PURPOSE CENTER & HILL " COUNTRY CHRISTIAN SCHOOL OF AUSTIN SPORTS COMPLEX CEDAR PARK, TX AUSTIN CONVENTION CENTER, BASS CONCERT HALL & PALMER EVENTS CENTER AUSTIN, TX FEASIBILITY STUDY FOR FRISCO MUSIC CITY FRISCO, TX LEWISVILLE LAKE MIXED USE DEVELOPMENT .,�_�- LEWISVILLE, TX ,Aft DALLAS FAIR PARK, AIRLINES CENTER& voAMERICAN DALLAS ARBORETUM DALLAS, TX DESOTO MULTI -PURPOSE EVENTS CENTER DESOTO,TX NEW HOTEL, CONFERENCE & EDUCATION CENTER BEDFORD,TX LUBBOCK MEMORIAL CIVIC CENTER FEASIBILITY STUDY LUBBOCK, TX DESOTO MULTI -PURPOSE EVENTS CENTER DESOTQ TX .IRVING TOURIST BASED ECONOMIC DEVELOPMENT IRVING, TX EDUCATIONAL AND AGRICULTURAL PAVILION MOUNT PLEASANT, TX PROPOSED CONVENTION CONFERENCE CENTER COLLEGE STATION, TX 1� 6&� PROPOSED CONVENTION CENTER GALVESTON, TX TEXAS STATE UNIVERSITY HOTEL & EVENTS CENTER SAN MARCOS,TX 4- CONVENTION AND CIVIC CENTER PLANNING & BAYFRONT MASTER PLAN CORPUS CHRISTI, TX SOUTH PADRE ISLAND CONVENTION CENTRE SOUTH PADRE ISLAND AMPHITEATER / ENTERTAINMENT VENUE SOUTH PADRE ISLAND, TX GRAPEVINE CONVENTION CENTER EXPANSION FEASIBILITY STUDY, GRAPEVINE, TX I FEBRUARY 16, 2023 19 " JOHNSON CONSULTING `,` JOHNSON CONSULTING Charles H. Johnson Ryan Johnson Brandon Dowling PRESIDENT & PROJECT EXECUTIVE PROJECT MANAGER SENIOR ADVISOR JOHNSON CONSULTING JOHNSON CONSULTING JOHNSON CONSULTING Don Anderson EXECUTIVE PARTNER DCG Emery Leonard Aaron Gentry Paul Mckeever PROJECT ARCHITECT PROJECT ARCHITECT PROJECT ARCHITECT TVS TVS TVS Sarah Emmerton SENIOR ADVISOR JOHNSON CONSULTING GRAPEVINE CONVENTION CENTER EXPANSION FEASIBILITY STUDY, GRAPEVINE, TX I FEBRUARY 16, 2023 20 fm" f i � l JOHNSON CONSULTING AREAS OF EXPERTISE Real Estate Market and Finance Tourism Strategic Planning Hotel/ Mixed Use Development Developer Solicitation and Negotiation Economic and Fiscal Impact Analysis Tax Revenue Projections Convention Center Feasibility Analysis YEARS OF EXPERIENCE With CHJC: 26 Years With Other Firms: 13 Years EDUCATION MBA Finance -Florida State University BA- Real Estate & Hospitality - Florida State University PROFESSIONAL CONFERENCES & AFFILIATIONS International Association of Venue Managers (IAVM) Destination Management Association International (DMAI) International City/County Management Association (ICMA) International Economic Development Council (IEDC) Managers World Trade Centers Association (MWTCA) Urban Land Institute (ULI) Charles is the founder of Johnson Consulting and a nationally recognized real estate and tourism consultant with over 36 years of experience in mixed -use real estate, conference center, hospitality, sports, and urban planning consulting fields. Charles has led the firm's work on over 2,000 real estate, Tax Increment Financing (TIF), hotel and entertainment consulting assignments in the U.S. and abroad. Through his participation in various aspects of real estate development he has gained an extensive knowledge of the market and demand requirements for appropriate substantiation of funding and operations of a wide array of projects, with a focus on mixed -use projects. His widespread experience provides him with knowledge of industry best practices, as well as case studies to draw from when undertaking market and feasibility studies, economic and fiscal impact analyses, and tax increment projections for both public and private sector clients. This has earned him an international reputation among government entities, public agencies, not -for -profits, associations, developers and real estate professionals. Prior to forming Johnson Consulting, Charles was Director of KPMG Peat Marwick's Convention, Sports and Hospitality Consulting practice. He worked with Laventhol and Horwath's real estate consulting division and also worked as an employee at two other real estate development firms. He has served on numerous Urban Land Institute advisory panels related to strategic planning and redevelopment analysis. PROJECT EXPERIENCE ■ South Padre Island Convention Centre Expansion Feasibility Study (South Padre Island, TX) ■ Texas State University Hotel & Events Center (San Marcos, TX) ■ Dallas Fair Park Management Recruitment (Dallas, TX) ■ Event/ Multi -Purpose Center Site Analysis (Cedar Park, TX) ■ Convention / Conference Center Feasibility Study (Bryan/College Station, TX) ■ Lubbock Memorial Civic Center Expansion Feasibility Study (Lubbock, TX) ■ Redevelopment Study for a New Hotel, Conference & Education Center (Bedford, TX) ■ Convention Center Headquarters Hotel Development (Fort Worth, TX) ■ Convention Center Strategic Plan Analysis for the Austin Convention Center (Austin, TX) ■ Convention and Civic Center Expansion Planning (Corpus Christi, TX) ■ Plaza Hotel Feasibility Study (El Paso, TX) ■ Fort Worth Tourism and Economic Development (Fort Worth, TX) ■ Irving Tourist Based Economic Development Study (Irving, TX) GRAPEVINE CONVENTION CENTER EXPANSION FEASIBILITY STUDY, GRAPEVINE, TX I FEBRUARY 16, 2023 21 JOHNSON CONSULTING AREAS OF EXPERTISE Real Estate Market and Finance Economic and Fiscal Impact Analysis Developer Solicitation and Negotiation Tax Revenue Projections Business Management & Client Relations Strategic Planning YEARS OF EXPERIENCE With CHJC: 15 Years With Other Firms: 4 Years EDUCATION International Studies & Finance -University of Denver, Denver, CO PROFESSIONAL AFFILIATIONS Destination Management Association International (DMAI) International Association of Venue Managers (IAVM) International Economic Development Council (IEDC) Urban Land Institute (ULI) Ryan has over 15 years of experience at Johnson Consulting leading market and demand feasibility, financial analysis, operational analysis and business planning for public assembly facilities, including an extensive amount of work for conference, convention, and performing arts and entertainment facilities. Ryan recently completed a feasibility study for Tourism and Strategy Analysis in Spokane Valley, WA; a Convention Center Campus and Tourism Attraction in DeKalb County, GA; an Incentives Study for a Proposed Convention Center in West Des Moines, IA; and a SWOT analysis of tourism infrastructure and support in the Detroit Metro area. PROJECT EXPERIENCE ■ DeKalb County, GA Convention/Hotel/PAC Study (DeKalb County, GA) ■ South Padre Island Convention Centre Expansion Feasibility Study (South Padre Island, TX) ■ Frisco Music City Lender Due Diligence (Frisco, TX) ■ Lubbock Memorial Civic Center Feasibility Study (Lubbock, TX) ■ Convention Center Strategic Plan Analysis for the Austin Convention Center (Austin, TX) ■ Convention / Conference Center Feasibility Study (Bryan/College Station, TX) ■ Convention and Civic Center Planning (Corpus Christi, TX) ■ Convention Center Headquarters Hotel Development (Fort Worth, TX) ■ Irving Tourist Based Economic Development Study (Irving, TX) ■ Texas State University Hotel & Events Center (San Marcos, TX) ■ Tourism Market Study (Southlake, TX) ■ Bloomington Convention Center Expansion Feasibility and Strategy Study (Bloomington, IN) ■ Colorado Convention Center Expansion Strategy and Benchmark Analysis (Denver, CO) ■ Convention Center Expansion Study (Reno, NV) ■ Moscone Center Expansion and Operational Studies (San Francisco, CA) GRAPEVINE CONVENTION CENTER EXPANSION FEASIBILITY STUDY, GRAPEVINE, TX I FEBRUARY 16, 2023 22 JOHNSON CONSULTING AREAS OF EXPERTISE Tourism Strategic Planning Real Estate Market and Finance Sports Facility Operations Sports Complex Development Economic and Fiscal Impact Analysis Tax Revenue Projections Naming Rights Valuations Business Management Business Development and Marketing Client Relations RFQ/RFP Solicitations YEARS OF EXPERIENCE With CHJC: 14 Years With Other Firms: 2 Years EDUCATION Business & Urban Planning — Arizona State University PROFESSIONAL CONFERENCES & AFFILIATIONS SportsETA International Association of Venue Managers (IAVM) Association of Luxury Suite Directors (ALSD) National Association of Collegiate Directors of Athletics (NACDA) Public Private Partnership Conference (P3C) Destinations International (DI) Since joining Johnson Consulting in 2008, Brandon has completed over 100 public assembly facility feasibility studies. He specializes in market and financial analysis for public assembly facilities, with specialized expertise in financial modeling, market research, data analytics and industry best practices. He is also experienced in economic and fiscal impact analysis and has assisted professional sports teams as well as cities and communities in their application for Tax Increment Financing (TIF) and other public funding. Brandon's expertise in venue development has allowed clients to have assurance through proper due diligence and precise analysis in major developments throughout the US. This expertise has led to an exciting career having been involved in numerous sports facilities that have been successfully developed totaling over $1 billion in new development. His involvement in various aspects of development includes acting as the lead consultant in an economic and fiscal impact analysis and a community improvement district tax revenue study, on behalf of the St. Louis Blues for the $150 million renovation of the Enterprise Center (formerly Scottrade Center); an economic impact analysis for a $90 million arena and mixed -use district in Coralville, IA; and advisory oversight in the solicitation, selection and negotiation of a private management firm for two $30 million indoor sports facilities tailored to sports tourism. Brandon has led our engagement with Baltimore County on their Destination Strategy Action Plan, in which our team has been recently reengaged by the County to support in the implementation of that plan. PROJECT EXPERIENCE ■ Sports Complex Market Feasibility Study & Conceptual Design (Dallas, TX) ■ H-E-B Center Site Analysis (Cedar Park, TX) ■ The Depot at Cleburne Station Stadium Feasibility and Market Study (Cleburne, TX) ■ Frisco Music City Lender Due Diligence (Frisco, TX) ■ Multipurpose Arena Facility Demand and Operating Results Projections (Savannah, GA) ■ Glenview Ice Center Market Assessment and Feasibility Study (Glenview, IL) ■ Operational Assessment of the Tucson Arena Convention Center and Performing Arts Complex (Tucson, AZ) ■ The Enterprise Center Economic Impact Analysis (St. Louis, MO) ■ Xtream Arena Development Review (Coralville, IA) ■ Sports Tourism Study (Burlington, IA) ■ Sports Tourism Marketing Strategy (St. Johns County, FL) GRAPEVINE CONVENTION CENTER EXPANSION FEASIBILITY STUDY, GRAPEVINE, TX I FEBRUARY 16, 2023 23 JOHNSON CONSULTING AREAS OF EXPERTISE Tourism Strategic Planning Hotel/ Mixed Use Development Analyst in the Real Estate Industry Urban planning Research Survey Analysis Organizational Reviews GIs Business Management & Client Relations YEARS OF EXPERIENCE With CHJC: 12 Years With Other Firms: 5 Years EDUCATION Bachelor Urban Planning & Development (Honors) — The University of Melbourne, Australia PROFESSIONAL CONFERENCES & AFFILIATIONS Urban Land Institute (ULI) Destination Marketing Association International (DMAI) Sarah has over 12 years of experience as a real estate analyst and financial consultant. She joined Johnson Consulting after having worked in London for a redevelopment agency. Prior to that, Sarah worked as a real estate analyst and consultant with a strategic real estate consulting firm in Melbourne, Australia. She has experience working across a range of different real estate markets, on a variety of projects completed on behalf of both public and private sector clients. AtJohnson Consulting, Sarah specializes in marketand financial analysis and organizational strategies for hospitality and real estate projects, with a particular focus on fairgrounds, event centers, multi -purpose entertainment venues, convention and conference centers, and hotels. She leads the firm in market research, case study development, and consumerandcustomer survey analysis. Her background in urban planning equips her with a sound understanding of how to apply the principles and practices of strategic planning to undertake projects that best respond to a community's needs and maximize the benefits for the local, regional and national economies. Sarah also has extensive experience in the use of GIS as an analytical tool. PROJECT EXPERIENCE ■ Dallas Fair Park Management Recruitment (Dallas, TX) ■ South Padre Island Convention Centre Expansion Feasibility Study (South Padre Island, TX) ■ Educational and Agricultural Pavilion Market Feasibility Study (Mount Pleasant, TX) ■ Mountainside Resort Development (El Paso, TX) ■ Buchannan County Agricultural Business Expo (St. Joseph, MO) ■ New York State Fairgrounds Expansion Study (Syracuse, NY) ■ Proposed Event Center and Fair Relocations Analysis (Cheyenne, WY) ■ The Soundside Site and Market Feasibility Analysis and Economic Impact Study (Dare County, NC) ■ Infinite Energy Center (Gwinnett Center) Expansion Study (Duluth, GA) GRAPEVINE CONVENTION CENTER EXPANSION FEASIBILITY STUDY, GRAPEVINE, TX I FEBRUARY 16, 2023 24 JOHNSON CONSULTING AREAS OF EXPERTISE Tourism Strategic Master Planning Hotel/Mixed Use Development Analysis, Brand Research and Strategy. EDUCATION Honorary Certified Destination Management Executive, Destinations International (formerly DMAI and IACVB), 2001 Certified Management Consultant, Association of Management Consultants (Marketing/Strategic Planning) Masters of Business Administration (International Business and Tourism Management) Michigan State University, U.S.A. Bachelor of Business Administration (Economics and General Business) Queen's University, Canada and Western Michigan University, U.S.A. RELEVANT MEMBERSHIPS/ AFFILIATIONS Destinations International (DI) Over 40 years in the tourism, hospitality and entertainment profession, of which half were in various senior operating positions such as hotel general manager, destination organization president, resort marketing director, attraction/special event manager and industry consultant, with the remaining years as a college faculty member and educational officer with California State University Fullerton and Purdue University, U.S.A. and University of Calgary, Canada. TOURISM MASTER PLAN/DEVELOPMENT ASSESSMENT AND STRATEGY ASSIGNMENTS (2018-2023) ■ Districts 1 to 4 Destination Development Plans for East and West Banks including Kenner, Gretna, Jean Lafitte and Grand Isle for Visit Jefferson Parish, LA ■ Destination Development Strategy for Mt. Pleasant Area, Meet Mt. Pleasant, MI ■ Destination Development Strategy and Plan for St. Joseph County, Visit South Bend Mishawaka, IN ■ Meetings/Convention Assessment and Strategy, Wilmington Convention District, Wilmington and the Beaches Convention & Visitors Bureau, NC ■ District 5 Destination Development Plan for Metairie, Visit Jefferson Parish, LA ■ Tourism Development Strategy for Gaston County, Gaston Tourism Development, NC ■ Community Tourism Action Plans for Belmont, Gastonia, Mount Holly, Gastonia College and Gaston Tourism Development, NC ■ Sports Tourism Assessment and Preliminary Development Opportunities for Winchester/Frederick County, Discover Winchester, VA ■ Tourism Market Analysis for City of Southlake, Southlake Economic Development and Tourism, TX ■ Culture, Heritage and Arts and Sports Tourism Assessments and Strategies for Chattanooga, Tourism Company, TN RELEVANT PROFESSIONAL ACTIVITIES ■ Extensive consulting experience with over 750 assignments completed in the United States, Canada and internationally ■ Over 2,500 board, government and industry meeting facilitations during the past 25 years ■ Core Founder and Past Director, Certified Destination Management Executive Program (Destinations International) ■ Former Education/Professional Development Advisor, Sports ETA/ National Association of Sports Commissions (NASC) ■ Honorary Inductee, Destinations International Hall of Fame (2015) ■ Over 600 presentations at various service industry -related association conventions and related meetings GRAPEVINE CONVENTION CENTER EXPANSION FEASIBILITY STUDY, GRAPEVINE, TX I FEBRUARY 16, 2023 25 JOHNSON CONSULTING YEARS OF EXPERIENCE With TVS: 24 Years In the industry: 25 Years EDUCATION Master of Architecture, University of Pennsylvania, 1996 Bachelor of Science, Georgia Institute of Technology College of Architecture, 1992 PROFESSIONAL CONFERENCES & AFFILIATIONS Registered Architect State of Georgia USGBC LEED Accredited Professional American Institute of Architects w r v ac-,'*' Emery's varied experienced in leading roles on large scale projects, many of which incorporate flexible event spaces. Emery's project experience includes cultural arts, public assembly, mixed use, office, retail, and interiors. He recently served as Project Architect for the new College Football Hall of Fame. His resume also includes a headquarters for the Center for Disease Control and Prevention, and national and international civic convention and exhibition centers such as the Pennsylvania Convention Center in Philadelphia; Ocean Center in Daytona Beach; the Nanjing International Exhibition Center in Nanjing, China and the Jacob K. Javits Convention Center in New York City. PROJECT EXPERIENCE ■ Georgia World Congress Center, Campus Future Vision (Atlanta, GA) ■ Georgia World Congress Center, Storm Damage Repair (Atlanta, GA) ■ Augusta Convention Center (Augusta, GA) ■ Savannah International Maritime and Trade Center East River Site Design Study (Savannah, GA) ■ Huawei Longgang Arts Center, Museum, Performing Arts and Education Campus (Shenzhen, China) ■ Ocean Center (Daytona, FL) ■ Jacob K. Javits Convention Center, Expansion (New York, NY) ■ Nanjing International Exhibition and Conferenece Center (Nanjing, China) ■ Pennsylvania Convention Center, Phase II (Philadelphia, PA) ■ Reno Events Center (Reno, NV) GRAPEVINE CONVENTION CENTER EXPANSION FEASIBILITY STUDY, GRAPEVINE, TX I FEBRUARY 16, 2023 26 JOHNSON CONSULTING YEARS OF EXPERIENCE With TVS: 19 Years In the industry: 20 Years EDUCATION Bachelor of Architecture, Mississippi State University, 2001 Exchange Program University of Waterloo, Waterloo, Canada, 1999 PROFESSIONAL CONFERENCES & AFFILIATIONS Member, American Institute of Architects Registered Architect State of Georgia and Ontario, Canada LEED Accredited Professional "f Val" Aaron possesses a keen ability to resolve complex issues and generate unique design solutions which has resulted in a focus on the conceptual design and master planning of mixed use, hospitality and public assembly projects around the world. His strong skills in quickly sketching out thoughtful and compelling designs based upon strong and clear ideas is frequently called upon by the firm, and his work has become the basis for a great number TVS' resort master plans, hotel designs and mixed use projects. Aaron joined tvsdesign in 1999 with the firm's convention center segment. This background in public assembly design led to opportunities in convention hotels where he directed a number of transformative renovations. He has been integral to the firm's success in growing the hospitality segment, leading the design of many high profile domestic and international projects. In Aaron's role as Principal of the hospitality segment, his focus is design leadership across our integrated practice of architecture and interiors, helping establish the vision and ensuring successful delivery of our work. PROJECT EXPERIENCE ■ Marriott Marquis Atlanta, Interior Renovations (Atlanta, GA) ■ Motto Hotel by Hilton (Atlanta, GA) ■ Grand Bohemian Hotel and Condominiums Concept Design - (Atlanta, GA) ■ Asheville Mansion Hotel, Concept Design (Asheville, NC) ■ Boca Raton Restaurant Row (Boca Raton, FL) ■ Boston Convention Hotels, Master Plan and Concept Design (Boston, MA) ■ Buccament Bay Beach Resort, Master Plan (St. Vincent, Caribbean) ■ Hotel Cerromar, A Luxury Collection Hotel, Dorado Beach (Dorado Beach, PR) ■ Confidential Casino Hotel, Public Space Renovation (Las Vegas, NV) GRAPEVINE CONVENTION CENTER EXPANSION FEASIBILITY STUDY, GRAPEVINE, TX I FEBRUARY 16, 2023 27 JOHNSON CONSULTING YEARS OF EXPERIENCE 20 EDUCATION Savannah College of Art and Design, Master of Architecture, 2004 - Part of a continuous five year NAAB Accredited Study Program, Summa Cum Laude Tau Sigma Delta National Honor Society PROFESSIONAL CONFERENCES & AFFILIATIONS Florida License No. AR94974 Georgia License No. RA013338 AIA Atlanta COTE Chair, 2021 AIA Middle East President Elect, 2017 LEED Accredited Professional American Institute of Architects USGBC Savannah Chapter Founding Member, 2005 "f Vjc-,* Paul joined tvsdesign in 2005. He is an architect who has led teams on a broad range of projects both domestically and internationally including convention centers and mixed -use commercial developments with a focus on sustainable design. Most recently he has led a team of design professionals on the $200 million expansion to the Savannah Convention Center in Georgia to be completed in 2022. His experience includes custom facade design and detailing of glazed curtainwall systems, architectural cladding systems, as well as vegetated roof systems and waterproofing. This knowledge coupled with a command of building analysis software allow him to simulate and refine these systems through performance analysis. Paul has a passion for creating healthy high performance buildings and is leading an internal team to meet the AIAs 2030 commitment for energy use in buildings. Paul is a graduate of Savannah College of Art & Design with a Master of Architecture degree and a member of Tau Sigma Delta, the International Honor Society for Architecture and Allied Arts. Paul is a cofounder of the Savannah chapter of the US Green Building Council. PROJECT EXPERIENCE ■ Savannah Convention Center, Renovation and Expansion (Savannah, GA) ■ TCF Center, Adaptive Reuse (Detroit, MI) ■ Music City Center (Nashville, TN) ■ West China Expo City (Chengdu, China) ■ Nanjing Conference And Exhibition Center (Nanjing, China) ■ Ocean Center (Daytona, FL) ■ Pennsylvania Convention Center, Phase II (Philadelphia, PA) ■ Huntington Convention Center of Cleveland, Adaptive Reuse of Gchu Building (Cleveland, OH) GRAPEVINE CONVENTION CENTER EXPANSION FEASIBILITY STUDY, GRAPEVINE, TX I FEBRUARY 16, 2023 28 L--:j :ail i L __ JOHNSON VERIFIABLE EXPERIENCE ON SIMILAR PROJECTS CONSULTING Johnson Consulting has been engaged by the city of South Padre Island and the South Padre Island Convention and Visitors Bureau (SPICVB) on several occasions. The first analysis was to analyze the expansion of the 45,000 square foot South Padre Island Convention Centre and to analyze hotel needs for the market. The 34 mile -long beach community is bordered to the east by the Gulf of Mexico and to the west by the Laguna Madre Bay, and is widely regarded as one of the top vacation and resort locations in Texas with beaches, watersport activities, golf, nature attractions, and various shopping and museums. The SPICVB, the Town, and other partners wished to analyze whether a Convention Centre expansion could be used to mitigate seasonality in the leisure tourism market, enhance the Island's profile as a year-round destination, attract new visitor spending, and increase hotel room night sales. In addition, the SPICVB, Town and other partners were seeking analysis of the potential costs and benefits of an expansion, as well as optimal size, required support elements (e.g., hotel rooms), and a review of potential funding sources. The most recent assignment updated our prior work and resulted in a detailed analysis of a specific expansion analysis, hotel development strategy and packaging the project for implementation. At this point, the city is deliberating into next steps. tvsdesign PROJECT HIGHLIGHTS ► Expansion analysis ► Demand and financial projections ► Analysis of seasonality of tourism industry ► Economic impact analysis GRAPEVINE CONVENTION CENTER EXPANSION FEASIBILITY STUDY, GRAPEVINE, TX I FEBRUARY 16, 2023 29 JOHNSON CONSULTING DeKalb County, Georgia recently engaged Johnson Consulting to prepare a market analysis and financial feasibility study for -Iwo, JOHNSON CONSULTING a Convention Campus that may include a Convention Center, Conference Center, Performing Arts Center with a potential smaller second theater, and a full -service Hotel. tvs d e s i g n Determining the feasibility of and developing a financial and operating plan for major civic assets like the proposed PROJECT HIGHLIGHTS Convention Campus demands a highly collaborative process. I- Market Analysis ► Competitive Case Studies Our strategic, creative, multi -disciplinary team is working with ► Industry Trends Discover DeKalb to define a Convention Campus that positions ► Surveys and Interviews DeKalb County as a destination for meetings, conventions and ► Hotel Market Study performing arts in the metro Atlanta area. The study will include ► Site Analysis market analysis, competitive case studies, industry trends, ► Financial Projections surveys and interviews, demand strategy and projections, ► Funding Strategies hotel market demand analysis, recommendations, site analysis, operational analysis and financial projections, funding strategies, and economic and fiscal impact analysis. GRAPEVINE CONVENTION CENTER EXPANSION FEASIBILITY STUDY, GRAPEVINE, TX I FEBRUARY 16, 2023 30 " JOHNSON CONSULTING 6h'.A Johnson Consulting was engaged to help the Corpus Christi Business Alliance plan the future development of hotel, convention and arena facilities in downtown Corpus Christi. The Bayfront Plaza Convention Center serves as Corpus Christi's civic center and convention facility. There was also a dance hall and need for an arena. The facility was gradually loosing State associated convention business because many events were growing too large for the facility. As a civic center, the Bayfront Plaza was unable to meet the strong local demand for community and social events. Johnson Consulting carefully examined the needs of the local community and Corpus Christi's potential in the state, regional and national meetings market. Based on a thorough economic and demographic analysis, Johnson Consulting projected demand for various types of events in Corpus Christi and developed a set of facility recommendations, including the economic impact of making individual changes. Our market analysis resulted in recommendations to expand the existing exhibit hall, add a ballroom and more meeting rooms, and to construct a separate arena between the Convention Center and the Historic Village for local uses. Johnson Consulting also prepared sales tax projections for the Shoreline Redevelopment project. These projections were used in the projects bond issue. PROJECT HIGHLIGHTS ► Operational review of convention center and arena ► Integrated Convention Center and theater complex ► Small facility for civic and convention use, needing renovation GRAPEVINE CONVENTION CENTER EXPANSION FEASIBILITY STUDY, GRAPEVINE, TX I FEBRUARY 16, 2023 31 JOHNSON CONSULTING Johnson Consulting was engaged by the City of Cedar Park, Texas to perform a site analysis for three potential sites of a new convention/arena venue in Cedar Park. Our analysis included the determination of an appropriate building program, evaluation of the optimum site, and then final site selection. Our selection criteria included some of the following: ■ Marketing Considerations ■ Site Access ■ Project Development Considerations ■ Site Development Costs ■ Finance and Operations The first site analyzed, as proposed, offered the most dynamic experience to a visitor, which is what will make the Events Center successful, and Johnson Consulting suggested it as the best location for the Events Center, provided that all of the currently planned elements, specifically the waterpark, were developed in conjunction with the Events Center. All of this was done based on ranking each of the sites under the criteria noted above, among others. The project is now open and is exceeding our projections. PROJECT HIGHLIGHTS ► Evaluation of 3 potential sites ► Market Study for proposed events center ► Public private deal structure support for venue and waterpark ► Demand and financial projections ► Economic Impact Report GRAPEVINE CONVENTION CENTER EXPANSION FEASIBILITY STUDY, GRAPEVINE, TX I FEBRUARY 16, 2023 32 JOHNSON CONSULTING Johnson Consulting was retained by the City of Dallas to prepare a Request for Proposal (RFP) for a non-profit management organization to operate the Dallas Fair Park in Dallas, TX, a 277-acre signature, historic and architecturally significant multi - venue park and entertainment complex owned and operated by the City. Development of the RFP served as the second phase of the solicitation process, following issuance of a Request for Qualifications (RFQ) that was initiated by the City. Fair Park is a designated City park and as such, by State law is limited to use solelyfor park and recreational purposes, including: serving as the location of, recreational facilities and activities, cultural institutions and programs, the Texas State Fair, sporting events, entertainment, and educational programs with a cultural or recreational component; and providing other support facilities and activities, concessions, and parking. In pursuing a non-profit management alternative, the City had identified several overall operational goals for Fair Park. The intent was to achieve these goals in a more timely and cost effective manner than may be possible under the current management structure. Johnson Consulting undertook a thorough stakeholder engagement process, including a community meeting. Following issuance of the RFP, Johnson Consulting worked with the City to evaluate proposals and negotiate with prospective management organizations. PROJECT HIGHLIGHTS ► Stakeholder and community outreach ► Development of request for proposals ► Assessment and ranking of responses ► Developer negotiations GRAPEVINE CONVENTION CENTER EXPANSION FEASIBILITY STUDY, GRAPEVINE, TX I FEBRUARY 16, 2023 33 JOHNSON CONSULTING The Bryan/College Station Convention and Visitors Bureau recently engaged Johnson Consulting to conduct a feasibility 10 CONSULTI study for a convention facility, with the possibility of an attached hotel. We also evaluated a tourist information center and its PROJECT HIGHLIGHTS potential role in serving customers. The Bryan -College Station market has a number of unique assets that were important to consider in this feasibility study. These include the presence of Texas A&M University, the George Bush Presidential Library, various shopping and entertainment venues, as well as various museum and arts facilities. Based on this infrastructure of amenities, the area enjoys a distinct profile, but wanted to explore strategies to leverage this profile to attract more tourists, and thus, economic activity to the region. Our report included market and financial analysis, demand and operating projections, program recommendations, economic and fiscal impact analysis, and funding considerations. We also worked with the City and the convention and visitors bureau to implement the findings. We later assisted the CVB in addressing other tourism -related matters and were then re-engaged to update our original analysis as the project continues to move forward. The City approved development of the convention center and hotel, completed in 2008. ► Evaluation of projected demand for a convention center/hotel facility, as well as financial projections ► Economic and fiscal impact analysis ► Analysis of interface with Texas A&M University ► Analysis of a visitors center GRAPEVINE CONVENTION CENTER EXPANSION FEASIBILITY STUDY, GRAPEVINE, TX I FEBRUARY 16, 2023 34 JOHNSON CONSULTING r r I 1 1.. a ■. nl� _ 1■■.■.. I■ ::■eggsslog■ 11 _e s I■■■t■■ 'Ins � _ ,,,.�-_■...■.. �� � i 11111�_ illll��___■e•gggg■. III,■■_-■......� 11■_ s. .iJ� , mud uu._� ��:.■.... P -_ ■ei --- --- ■ lele II M_ ■u Johnson Consulting was engaged by the City of Fort Worth in multiple consulting functions related to development of a 600-room headquarters hotel near the Fort Worth Convention Center. The need for a headquarters hotel stems in part from the expansion and renovation of the Convention Center. Our services included a comprehensive report that analyzed the hotel market in downtown Fort Worth and the financial conditions associated with bringing a major hotel to the City. Johnson Consulting's study addressed the above topics and provided detailed operating projections. The study provides a clear financing analysis with debt service schedules, coverage ratios, and investor returns. Johnson Consulting produced and released a Developer RFQ and an RFP, conducted the operator RFQ/P process, as well as a similar process for architects and construction managers. This included evaluating responses and making recommendations to the City. After a vote of confidence from a citizen's committee, Johnson Consulting completed the developer analysis and selection process with the City. The chosen team, Omni Hotels, has built a 600-room property across from the Convention Center in a creative public -private finance structure. The project opened in 2007. PROJECT HIGHLIGHTS ► Hotel market analysis ► Financial projections ► Impact analysis ► Policy direction regarding approach to development ► RFQ and RFP management/ negotiations for developer, operator, architect and construction manager ► Booking policy analysis for convention center and CVB GRAPEVINE CONVENTION CENTER EXPANSION FEASIBILITY STUDY, GRAPEVINE, TX I FEBRUARY 16, 2023 35 JOHNSON CONSULTING The Renaissance Development Company, LLC (Renaissance Development) expressed interest in redevelopment of a vacated building into a Conference / Education Center with a lodging facility targeted to house Falcon Physician Reviews, a preparation program for medical students, which is also starting a nursing program. Renaissance Development had commissioned conceptual design of the facility, a 185-room Bedford Hotel Conference / Education Center. PROJECT HIGHLIGHTS Johnson Consulting was retained by Renaissance Development ► to determine the feasibility of a traditional hotel with an anchor ► tenant anchoring the Conference / Education Center, and the associated economic impact this facility would have on the local community and on the office park itself. Johnson Consulting completed the following: ■ Feasibility analysis of the facility. ■ Assessments on the facility's potential. ■ Analysis of Return on Investment. ■ Assessment of anchor tenant possibilities, aimed at reducing project risk. ■ Financial projections and economic impact to the City and local community. Hotel market & facility demand potential Analysis of commercial theater opportunities in the conference center Demand & financial projections Economic & fiscal impact analysis Residential/conference/education center development/redevelopment GRAPEVINE CONVENTION CENTER EXPANSION FEASIBILITY STUDY, GRAPEVINE, TX I FEBRUARY 16, 2023 36 " JOHNSON CONSULTING i� Johnson Consulting has conducted several assignments for and in the city of El Paso. We have worked on a new arena and hotel policy for the city and assessment of the Camino Real for a private sector developer. For the policy analysis, our firm was engaged by the City of El Paso, Texas (City) to conduct a review of current business conditions for the hospitality industry in the City, analyze the City's ability to absorb hotel rooms in the downtown corridor, and by the airport, and comment on the hotel trends in the broader city-wide area. Johnson Consulting also analyzed and helped the City devise an incentive program to be used to inducefuture hotel development. The analysis provides a structure relating to responding to developers asking for help to make their hotel projects feasible. The incentive program weights incentives to hospitality projects that are full service rather than limited service; supports the convention center; supports the downtown redevelopment efforts; and may help in growing the overall tourism market in El Paso, and in trying to enhance the "resort" image of the City. The most recent analysis, completed in 2017, was completed for a major developer, active in downtown El Paso. We completed a full valuation and property improvement plan for the historic Camino Real Hotel and development advisory services for the new boutique Plaza Hotel in El Paso's Sports District. PROJECT HIGHLIGHTS ► Analyzed the capture rate of demand in El Paso Market, looking at trends and quality of demand ► Studied hotel development trends and patterns in several benchmark cities ► Developed a conceptual return on investment model ► Drafted policy regarding how the City could provide an incentive to hotels for growing quality inventory GRAPEVINE CONVENTION CENTER EXPANSION FEASIBILITY STUDY, GRAPEVINE, TX I FEBRUARY 16, 2023 37 JOHNSON CONSULTING The City of Overland Park, a fast growing suburb of Kansas City, has recently become the second largest city in Kansas. It is the home of over 100 corporate headquarters, including Sprint's 4.1 million square foot corporate campus. The City sought to promote further economic development through the development of a hotel and convention center complex designed to serve the regional corporate community and state association market. Johnson Consulting performed a feasibility study and recommended facility developments that would provide the City with meeting and convention capabilities appropriate for the Overland Park market. Johnson Consulting conducted a room tax study for the City to determine the amounts of revenue available for the financing of the convention center. The City acquired a 29-acre site and initiated the design of the Convention Center. Johnson Consulting then assisted with the issuance of an RFP for a hotel developer which resulted in the selection of Sheraton as the hotel operator and a decision to finance the hotel using tax- exempt municipal bonds. This non -recourse debt is payable from revenues of the hotel. Johnson Consulting helped the City develop the financing plan and negotiate a set of agreements among the City, the developer (Garfield Corporation), a design - builder (Turner Construction), and the Sheraton Corporation for the development and operation of the hotel. The Overland Park Development Corporation successfully sold the bonds for the project. Our room tax projections were used in the bond issue. Construction on both the Convention Center and Hotel is complete and both facilities are open for business, exceeding expectations. PROJECT HIGHLIGHTS ► Assisted the City from the early planning stages through the implementation of the project. ► 60,000-square foot exhibit hall, 25,000-square foot ballroom, meeting space and a 412-room hotel. ► First-class convention center to be developed in an upscale suburban location. ► Issuance of tax-exempt bonds for the hotel. ► Issuance of G.O. debt for the convention center. GRAPEVINE CONVENTION CENTER EXPANSION FEASIBILITY STUDY, GRAPEVINE, TX I FEBRUARY 16, 2023 38 " JOHNSON CONSULTING • �TT7 �� � ., • •w ' • _ _ rr Int— WA Johnson Consulting was engaged bythe Erie County Convention Center Authority to conduct four distinct projects to extend CONSULTING the appeal and character of Erie as a convention, event, and tourism destination. Under the first engagement, we worked in PROJECT HIGHLIGHTS partnership with the Authority to prepare a feasibility study and ► Master plan for entertainment district campus facilities master plan for the Erie Civic Center Complex featuring two -theaters, an arena, and a AA baseball stadium (ECCC). ► Demand and operating projections The ECCC is comprised of three facilities: the Warner Theatre, ► Cost estimates and phasing plan ► Hotel Developer RFQ/RFP Tullio Arena, and Jerry Uht Ballpark. Our team was hired to solicitation, coordination, and evaluate the condition and performance of the facilities and management prepare a master plan that positions the ECCC to remain an ► Developer proposal evaluation ongoing resource for Erie County. Our project explored strategies ► Site analysis and recommendations for developing the ECCC into an integrated arts, entertainment, and cultural district in downtown Erie through the development of the ECCC master plan; evaluated the physical condition of the ECCC's existing facilities, and recommendations regarding a capital improvements plan; and conducted financial analysis to measure the contribution margin associated with each capital improvement. A fourth facility, the Erie Bayfront Convention Center, was added to the Authority's roster of facilities. The Authority retained Johnson Consulting to evaluate development proposals and sites for a convention center and a related headquarters hotel. GRAPEVINE CONVENTION CENTER EXPANSION FEASIBILITY STUDY, GRAPEVINE, TX I FEBRUARY 16, 2023 39 JOHNSON CONSULTING Johnson Consulting was retained by the Capital Region Development Authority (CRDA) to provide a strategic assessment of the CTCC's operations and the future of the facility moving forward. Specifically, our analysis focuses on the potential for the CTCC — and Hartford as a destination — to propel itself in an upward trajectory, and what steps they might take to follow that path. The key objective of this study is to confirm that the venue has achieved what was originally projected by other consultants, and to explain what is stopping Hartford from reaching its full potential in the meetings and events industry — including areas for improvement in the organization, operation, facility and destination — and use these facets to develop a plan and address the root of the issues in a clearly defined manner. PROJECT HIGHLIGHTS ► Economic, Demographic and Market Analysis / Hotel Analysis ► Industry Trends and Interview Observations Summary ► Historical Operations with assessment of current business versus original projections ► Benchmarking Analysis and Comparable Case Studies ► Future opportunities and recommendations resulting in projecting a new demand and financial baseline to be used by the CRDA to gauge future performance. GRAPEVINE CONVENTION CENTER EXPANSION FEASIBILITY STUDY, GRAPEVINE, TX I FEBRUARY 16, 2023 40 JOHNSON CONSULTING C.H. Johnson Consulting, Inc. (Johnson Consulting) was retained by Nashville, Tennessee Metropolitan Development and Housing Agency (MDHA) to develop projections of potential revenue streams available to fund the development of Nashville's new Music City Center (MCC) from various potential funding sources. Prior to this assignment, Johnson Consulting had also completed a feasibility study for a Convention Headquarters Hotel, a feasibility study for Nashville's new Music City Center, strategic recommendations for the existing Nashville Convention Center and Renaissance Hotel, as well as assisted MDHA in the selection of the developer and operator of the Convention Headquarters Hotel. To fund the construction of the Music City Center, Nashville Metropolitan Government plans to issue bonds. To pay off those bonds, seven funding sources have been identified, all of which are derived from existing or new visitor spending. The funding sources include the following: (i) $0.02 of the existing $0.05 Hotel/ Motel Tax, (ii) Additional $0.01 Hotel/ Motel Tax, (iii) Convention Center Fee of $2.00 per room night, (iv) Rental Car Tax at 1.0 percent, (v) Airport Ground Transportation Departure Tax of $2.00, (vi) Tourism Development Zone (TDZ) Incremental Sales Tax, and (vii) Redirected Sales Tax Revenues generated within the MCC "Campus." In this assignment, Johnson Consulting performed analysis of the land uses within the Tourism Development Zone surrounding the Music City Center and estimated their tax revenue potential. With supports from MDHA, Johnson Consulting established a baseline tax revenues from the existing zone, "as -is." Finally, based on the baseline tax revenues and the projected fiscal benefit, Johnson Consulting estimated the amount of tax revenues that will potentially be available overtime to pay for debt service from the Music City Center development. PROJECT HIGHLIGHTS ► Projections of potential revenue streams available to fund the development of Nashville's new Music City Center (MCC) from various potential funding sources GRAPEVINE CONVENTION CENTER EXPANSION FEASIBILITY STUDY, GRAPEVINE, TX I FEBRUARY 16, 2023 41 JOHNSON CONSULTING Located just four miles from the Rio Grande, the McAllen Convention Center reflects the border area's unique cultural heritage in a new state of the art facility that blends traditional forms with high tech details. Designated a world birding site, the `Texas Tropics' is a theme that flows from the exterior Palm Court through the interior, culminating in the Monarch Room, a sophisticated ballroom with a dramatic "butterfly" ceiling. Defined by a monumental oval pedestrian arcade, the 175 acre master plan includes a 300 key headquarters hotel, 2,500 seat performing arts center, veteran's memorial and over 600,000 sf of retail space being developed by Simon Properties. tvsdesign PROJECT HIGHLIGHTS LOCATION: McAllen, Texas AREA + ATTRIBUTES: 175 acres 300 keys 2.500 seats 600,00 sf of retail space ASSOCIATE FIRM: Gignac & Associates GRAPEVINE CONVENTION CENTER EXPANSION FEASIBILITY STUDY, GRAPEVINE, TX I FEBRUARY 16, 2023 42 JOHNSON CONSULTING Corpus Christi's grand plan for an attractive bayfront included a new arena and expansion of their convention center. TVS delivered a master plan that keyed on new connections, played up the advantages of the bayside location, and opened new doors to a bright future for the city. The plan creates a strong building edge at the waterfront and establishes a pedestrian zone with beautiful views. The convention district is now linked with downtown. It is an urban design concept expressing itself through a direct connection of the arena to the convention center. A strong architectural backdrop frames the new pedestrian esplanade. Other future improvements will target the Bayfront Science Park, to build on the synergy started by the convention center and arena projects. The city now has a master plan in place that builds upon its assets and is guiding economic investment for the long term. By looking beyond immediate site needs TVS crafted a plan to drive the client's dreams toward reality, for both the present and the future. tvsdesign PROJECT HIGHLIGHTS LOCATION: Corpus Christi, Texas AREA + ATTRIBUTES: 70,700 sf exhibition space 36,500 sf ballroom 18,600 sf meeting space 2,500 seat auditorium 10,000 seat arena SERVICE TYPE: Master Plan Study GRAPEVINE CONVENTION CENTER EXPANSION FEASIBILITY STUDY, GRAPEVINE, TX I FEBRUARY 16, 2023 43 JOHNSON CONSULTING The South Padre Island Convention Centre, located on the worlds largest barrier island, is situated with stunning views of the Laguna Madre bay. Located next to the world -class South Padre Island Birding and Nature Center, the buildings proposed concourse and ballroom addition with its folded roof forms take its design cues from the flight of local pelicans skimming the surface of the water in the adjacent bay. Along with the addition of a new 15,000 sf ballroom and its bayfront concourse the design team proposed an 18,000 sf exhibit hall addition to bring the total exhibit hall space to 40,000 sf. Carrying the design metaphor of a birds wing in flight the designers also proposed renovating the existing entry and arrival sequence by providing deep trellised roof overhangs at the existing entry which both welcome the visitor and provide much needed shade to plazas and the concourse. The new arrival and entry roof form culminates at the new bayfront concourse opening up to the existing Sunset Terrace and views of the bay beyond. tvsdesign PROJECT HIGHLIGHTS LOCATION: South Padre Island, Texas AREA + ATTRIBUTES: 115,000 sf total 22,500 sf exhibit hall (renovation) 2,600 sf conference auditorium (renovation) 9,000 sf breakout space (renovation) 554 parking spaces 400 key hotel SERVICE TYPE: Master Plan Study GRAPEVINE CONVENTION CENTER EXPANSION FEASIBILITY STUDY, GRAPEVINE, TX I FEBRUARY 16, 2023 44 " JOHNSON CONSULTING /Xm :ma B tvsdesign PROJECT HIGHLIGHTS LOCATION: Dallas, Texas SERVICE TYPE: Master Plan Study GRAPEVINE CONVENTION CENTER EXPANSION FEASIBILITY STUDY, GRAPEVINE, TX I FEBRUARY 16, 2023 45 JOHNSON CONSULTING MISSION STATEMENT Johnson Consulting is committed to providing governments, developers, and not -for -profits with real estate market and financial analysis and project implementation support for urban and destination -oriented projects. We guide our clients through organizational advancement by way of best -practice advisory services. We promote the following values through our work: objectivity, independence, economic pragmatism, and social responsibility.