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HomeMy WebLinkAbout1987 10-26 HRAP IMA AGEM CITY OF BROOKLYN CENTER OCTOBER 26, 1987 (following adjournment of the City Council meeting) 1. Call to Order 2. Roll Call 3. Approval of Minutes - July 13, 1987 4. Adjournment EDA AGENDA CITY OF BROOKLYN CENTER OCTOBER 26, 1987 (following adjournment of the HRA meeting) 1. Call to Order 2. Roll Call 3. Approval of Minutes - October 5, 1987 4. Resolution: a. Approving Two (2) EDA Rehabilitation Grants 5. Discussion Item: a. Maxfield Report 6. Adjournment MINUTES OF THE PROCEEDINGS OF THE HOUSING AND REDEVELOPMENT AUTHORITY OF THE CITY OF BROOKLYN CENTER IN THE COUNTY OF HENNEPIN AND THE STATE OF MINNESOTA SPECIAL SESSION JULY 13, 1987 CITY HALL CALL TO ORDER The Brooklyn Center Housing and Redevelopment Authority met in special session and was called to order by Chairman Dean Nyquist at 1p:50 p.m. ROLL CALL Chairman Dean Nyquist, Commissioners Gene Lhotka, Celia Scott, Bill Hawes, and Rich Theis. Also present were HRA Director Gerald Splinter, Director of Public Works Sy Knapp, Finance Director Paul Holmlund, City Attorney Charlie LeFevere, HRA Coordinator Brad Hoffman, Personnel Coordinator Geralyn Barone, and Administrative Aid Patti Page. APPROVAL OF MINUTES - JUNE 22 1987 There was a motion by Commissioner Lhotka and seconded by Commissioner Theis to approve the minutes of the June 22, 1987, Housing and Redevelopment Authority meeting as submitted. The motion passed unanimously.', RESOLUTION NO. 87 -12 Member Rich Theis introduced the following resolutionand moved its adoption: i RESOLUTION AUTHORIZING THE EXECUTIVE DIRECTOR TO ENTER INTO AN 'AGREEMENT WITH MAXFIELD RESEARCH GROUP, INC. TO CONDUCT A MARKET SURVEY RELATING TO THE DEVELOPMENT OF THE EARLE BROWN FARM The motion for the adoption of the foregoing resolution was duly seconded by member Bill Hawes, and the motion passed unanimously. REVIEW OF DESIGN AND PROPOSED EXTERIOR MATERIALS FOR CONSTRUCTION AT 1500 55TH AVENUE NORTH The HRA Director stated the Commissioners had received detailed plans of the design for 1500 55th Avenue North and noted the proposed exterior materials are stucco facing for the home. There was a motion by Commissioner Lhotka and seconded by Commissioner Theis to approve the design and proposed exterior materials for construction at 1500 55th Avenue North. The motion passed unanimously. ADJOURNMENT There was a motion by Commissioner Lhotka and seconded by Commissioner Hawes to adjourn the meeting. The motion passed unanimously. The Brooklyn Center Housing and Redevelopment Authority adjourned at 10:56 p.m. Chairman 7 -13 -87 -1- A Market Feasiblity Study for the Proposed: Carle Brown Farm Trade Show Center Brooklyn Center, Minnesota Prepared .Ford Brooklyn Center. ousing and Redevelopment Authority The Maxfield' .6'esearch 430- rst Atyt - nue North .inneapolyis .lf A I 554,6 Sei Aembep 19871 MAXFIELD RE IC-H 1 RO p September 9 1987 P , Mr. Gerald Splinter, City Manager ' Mr. Brad Hoffman, Director, H.R.A. City of Brooklyn Center 6301 Shingle Creek parkway Brooklyn Center, Minnesota 55430 Dear Mssrs. Splinter and Hoffman: Attached please find our Market Feasibility Study for the proposed trade show/ meeting /banquet facility on the Earle Brown Farm in Brooklyn Center. Our research showed demand for additional exhibit, meeting and banquet space in the north suburban area, however, this demand will come primarily from groups needing significantly less space than exists in the Hippodrome. Also, demand will be greatest during weekend and evening periods compared with weekdays. Because of moderate rental rates charged by competitive facilities, the pro- posed facility on the Earle Brown Farm will experience operating losses if similar rates are charged. This would require subsidizing the Hippodrome fa- cility with _revenue from other commercial operations on the Earle Brown Farm or from other sources. We have enjoyed completing this study for the Brooklyn Center Housing and Rede- velopment Authority and look forward to assisting you further as this project moves ahead. e Sincerely, MAXFIELD RESEARCH GROUP, INC. Lee A. Maxfield Thomas R. Melchior President Senior Research Analyst f LAM: TRM /lmd Attachment Li 612- 338 -0012 620 KICKERNICK, 430 FIRST AVENUE NORTH 612- 338 -0659 FAX MINNEAPOLIS, MINNESOTA 55401 TABLE OF CONTENTS Page SUMMARY OF-FINDINGS . . . . . . . . . . . . . . . . . . . . . 1 PURPOSE AND SCOPE OF 'STUDY. . 3 SITE LOCATION AND ANALYSIS. . . . . . . . . 4 Site Description. . . . . . . . . . . . . . . . . 4 Access /Visibility . . . . . . . . . . . . . . . 6 'i Facilities Review . . . . . . . . . . . . . . . . . . . . . . 8 S ummary . . . . . . . . . . . . . . . 9 DEMOGRAPHIC /ECONOMIC REVIEW . . . . . . . . . . . . . . . . . 10 Introduction. . . . . . . . . . . . . . . . . . . 10 Population Growth . . . . . . . . . . . . . . . 10 Household Growth. . . . . . . . . . . . . . . . . . . . . 13 Employment Growth . . . . . . . . . . . . . . . . 15 Office Development. . . . . . . . . . . . . . . . . 15 Retail Sales. . . . . . . . . . . . . . . . . . . 18 SOURCES OF DEMAND . . . . . . . . . . . . . . . 20 Introduction . . . . . . . . . . . . . . . . . . . . 20 Conventions and Trade Shows . . . . . . . . . . . . . . . . . . . 21 Corporate /Local Association Meetings. . . . . . . 24 Consumer Trade Shows. . . . . . . . . . . . . , . . ., 21 Social /Community Functions. . . . . . . . . . . . . . . . . . 28 Summary . . . . . . . . . . . . . . . . . _. 29 COMPETITIVE FACILITIES. . . . . . . . . . . . . . . . ... . . 30 Intr o duction. . . 30 Regional Convention Hotels. . . . . . . . : . . . . . 30 Study Area Hotels . . . . . . . . . . . . . . . . . . . . 32 Government /Community Facilities . . . . . . . . . . . . . 34 Study Area Restaurants /Banquet Facilities . . . . . . . . . . . 39 Planned and Proposed Developments . . . . . . . . 43 7. CONCLUSIONS AND RECOMMENDATIONS . . . . . . . . . 45 Demand Potential. . . . . . . . . . . . . . . . . . . 45 Competitive Issues. . . . . . . . . . . . . . . 46 Recommended Development Concept . . . . . . . . . 47 Design Considerations . . . . . . . . . 48 Marketing Considerations. . . . . . . . . . . 49 LIST OF TABLES is Table Number Name Page Table 1 Traffic Counts for I -94 and Highway 100 — 1982 -1986 . . . 6 g y Table 2 Study Area Population - 1970 -2000 . . . . . . . . . . 12 Table 3 Study Area Households - 1970 -2000 . . . . . -. . .'. . . 14 Table _4 Study Area Employment - 1980 -2000 . . . . . . 16 Table 5 Brooklyn Center and Study Area Net Office Space - 1970 -1985 . . 17 Table 6 Retail Sales of Selected Study Area Cities - 1972, 1977 & 1982. . 19 ' Table 7 Convention Groups with Trade Shows Twin City Area - 1987 -1988 . . 22 Table 8 Function Space in Study Area Hotels . . . . . . . . 33 Table 9 Study Area Government /Community Facilities.` . . . . . . . . . . 37 Table 10 Study Area Restaurant /Banquet Facilities. . . . . 39 SUMMARY OF FINDINGS * Maxfield Research Group, Inc. was engaged by the City of Brooklyn Center to study the market feasibility of the re -use of the Hippodrome on the Earle Brown Farm as a trade show /meeting and banquet facility. Specifi- cally, we analyzed the site and location of the Hippodrome, examined the various sources of demand for such a facility and reviewed competitive' facilities. * The Hippodrome is located on the Earle Brown Farm a 6.5 acre P arcel which includes several other original farm buildings. Surrounding land use is primarily commercial with a number of restaurants, retail stores and com- munity/government facilities located nearby. In addition, four hotels / motels are located across Interstate 94 within a short drive from the site. * The Earle Brown Farm is visible from both Highway 100 and Interstate 94. Access is convenient to both freeways as well as several major streets such as Shingle Creek Parkway and Brooklyn Boulevard. The excellent visi- bility and access, combined with area commercial (particularly hotel) development make this site an appropriate location for a trade show/meet- ing/banquet center. r * Potential demand will come from four sources: conventions, corporate meetings, consumer trade shows and community /social functions. Competi- tive facilities will be different for each source of demand. * Conventions will not be a major source of business due to the absence of on -site lodging facilities. Also, the lack of meeting space in addition to the hippodrome, would limit the convention market. The 'Hippodrome could, however, be used to support conventions based in area hotels in the form of a large banquet space or possibly exhibit space. * Corporate meetings are a growing source of demand but generally have space' needs considerably less than what would be available at the Hippodrome. In addition, marketing to this segment would place the Hippodrome in direct competition with area hotels. * Typically, both convention and corporate groups receive meeting space at little or no cost due to compensating income from the use of lodging fa- cilities and /or food and beverage sales. Without substantial income of this type associate with hippodrome functions, rental revenues will not be sufficient to cover operating expense. * Consumer trade and hobby shows and community /social functions will be the primary sources of business for the Hippodrome, but neither generate a substantial amount of revenue. These groups will utilize the facility primarily on evenings and weekends and can generally be charged $500 to $1,000 per day, based on rates at competitive facilities. Groups having large food functions must be charged less. * Competitive facilities include convention hotels study area hotels, com- munity, facilities and area restaurants. Only convention hotels have ,1 ' the r space for 1 p age banquets but they are reluctant to rent out the space to groups not using sleeping rooms because banquets do not generate much ' revenue. The same is true for consumer trade and hobby shows. * Based on the competitive situation, it is not possible for the proposed Hippodrome trade show center to be self- suppottng, although there will be ' demand for the facility on evenings and weekends. Operating deficits will have to be offset by some other revenue source, i.e., commercial uses of the other Earle Brown Farm buildings. I 2 r PURPOSE AND SCOPE OF STUDY ' The purpose of this study is to examine the economic and competitive factors that affect demand for a proposed trade show facility n the ci of Brook- y y lyn Center,.Minnesota. ' The proposed trade show facility will be developed within the existing Hippo - drome building located on the Earle Brown Farm southwest of the intersection of Interstate 94 and Highway 100. The Earle Brown Farm is a grouping of historic ' farm buildings purchased by the Brooklyn Center Housing and Redevelopment Au thority in 1985 for re -use as a self - supporting commercial development or com- munity center. A high priority has been placed on preserving the original ' character of the farm campus. A citizens advisory committee has considered various alternatives for re -use of the Farm with greater attention focused on the concept of a trade show /communi- t center fo y o the Hippodrome possibly for PP p y o one or more of the other farm buildings located on the property. In addition to historic preservation, pub lic access and economic self- sufficiency are considered important elements in ' the re -use of the farm. The scope of this study includes a review of area growth 'trends, identification ' of types of users of the proposed facility y P ana of competitive facilities ! for each of the different types of potential users, market interviews with a sampling of potential users and with salespersons /managers of competitive fa- ' cilities and analysis of the potential of the proposed hippodrome facility for trade show business. Financial feasibility for the proposed development is beyond the scope of this study, as is a detailed, comprehensive inventory of all types of potential users, ' Our report includes both primary and secondary ata. Second data is credit � y ed to the source when used and in most cases is census data or city or county projections. Secondary data is used as basis for analysis and is carefully reviewed in light of buildings permits, migration trends, changes in the em ployment base, and other market factors that have an impact on projections but ' may not have been considered originally. All of the market data on competitive projects, planned and proposed developments and selected conventions and trade shows has been collected by Maxfield Research Group, Inc. and is accurate to the best of our knowledge. a SITE LOCATION AND ANALYSIS The site of the proposed trade show facility is the Hippodrome on the Earle ' Brown Farm (also known as Brooklyn Farm) on Earle Brown Drive in Brooklyn Cen ter, Minnesota. Site Description The Hippodrome, on the Earle Brown Farm, is part of an historic complex of buildings once owned and operated by Earle Brown, a community leader and sher- iff of Hennepin County. In addition to the Hippodrome and attached stable, there is a housing complex, small office building (attached to the Earle Brown ' Commons senior housing project) and five other out - buildings on the property. All but one of the buildings (a barn on the site of the proposed Brookdale Corporate Center - Phase IV) are to be revitalized and used for community or commercial functions. The property, consisting of approximately 6.5 acres, is flat with few trees. open lawns with some shrubs surround the buildings. The perimeter of the pro - perty, along Earle Brown Drive is proposed as parking for tenants /visitors of the commercial uses of the Farm. The center "mall" area of the property be- tween the Hippodrome /stable and the housing complex is proposed as a park -like area with new landscaping and perhaps a patio for outdoor functions. Surrounding land use is almost exclusively commercial, with some housing and government /community uses. Directly west of the Earle Brown Farm is the new Phase III and site of the proposed Phase IV of Brookdale Corporate Center. Across Earle Brown Drive, one block west of the subject property, are Phases I " and II of Brookdale Corporate Center. To the east across Earle Brown Drive are two older office buildings, Earle Brown Tower and Earle Brown Office Center. A vacant parcel directly north of these buildings (right at the intersection of Highways 100 and Interstate 94) is zoned for office use. Adjacent to the Hip- podrome directly south is the new 11 story Earle Brown Commons market rate senior housing development. Southwest of the subject property from Summit Drive along Shingle Creek Parkway to Brooklyn Boulevard (Highway 152) is one of the largest concentrations of retail stores in the Twin Cities. Brookdale Shopping Center, a regional mall with more than one million square feet of retail space is located approximately one -half mile southeast of the site. There are several smaller strip centers in the vicinity and a number of free - standing retail buildings. Target, K -tart, Best Products, Burger Brothers, two cinema complexes, restaurants and auto related facilities are located in this area. South of the sit. r e across Earle Brown Drive along Summit Drive North is a branch clinic of the Park Nicollet Medical Center, a large health care provider based in Minneapolis. Two blocks west of the site on Shingle Creek Parkway is a Hennepin County Government building which houses a government service center, branch library, municipal court and social services office. Two blocks north of this facility is the Brooklyn Center City Hall and Community Center, located in Central Park. Across Interstate 94 on either side of Shingle Creek Parkway are a variety of entertainment /hospitality related uses. Four hotels, two full service hotels 4 ji eye O WAY J ®� U U-u 1, 1/11tAN AVE. rtltlt\� 0 6 R. AVE '� z 130 orb W o Y 130 Durnam ©® Q 1N ®� • W 252 1tiDnd " (Port Of + W < etrN h ' �� •to w ' 19 W 'c : � � T q r 32 „ _ Brooklyn c m < V W CT. TN TTN R R 3 SIT • d ,v f < < a Pork) CN A SL l ► i � WAY P ,� > i i f t N,, < W 152 ®� a AR R • ��� �' • T o : u � = t6TN lVD 27 • AV E- l.._1 ` �a A �; " - c 252 z 2 <o 5 a � o N o� 94 �. a o00 BOA D - �� c�/ A 62 < 2Np V cq,.LrW# u tyMM�t a )� A !„ CENTER � aaaaa� �� R AhEr AA ,����. < R 6 CI IC , 1 ' O = CEN TER , htwtM tou�tt . MO A•, 5z 3r•p mom CI.Mov ILA IF A. t0 TN ©® ' I. E. N. yl•� +oau u•rKet AVE 00000 z�. wA ` W nn • K, I 1 CHAMBER OF BASS * 29 10 h � COMMERCE WESTBn 57 Portion of Fridl y g g MALL Lr a nn ®nom LA. 16. •2 � ZO nn� TN ® • T AVE 'N• 1 NRISVIEw R0. 96 BROOKDALr.' 2 T SHOPPING DR. CENTER �9 152 ,� Qh nnn `o i ME. AVE. x• u < t � � ,TM � I' I _ � u Y ®naa NO AVE. a�M un © W • < OAK t. [I DD o p HNNN QI�UaRFI I. LAKESIDE =�, , � � . nnnnnF nn n 3�• N. d _ Site Location r ' (Ramada Inn North and Holiday Inn) and two budget facilities (Thrifty Scot and Budgetel) are located in this area as are several bars, restaurants and other commercial uses. Land use southeast of the site across Highway 100 is residential, primarily single family. Access /Visibility Access to the proposed trade show facility would be from Earle Brown Drive, a neighborhood street that wraps around the Earle Brown Farm and adjoining build - ings (Brookdale Corporate Center, Phase III and Earle Brown Commons), forming a three- quarter oval with Summit Drive North. Summit Drive North is a neighborhood collector street which connects Shin - gle Creek Parkway (two blocks west of the site) with Highway 100 (two blocks south of the site). Shingle Creek Parkway provides access to the large _retail district southwest of the site as well as to the hotels north of the site across Interstate 94. Highway 100 and Interstate 94 provide convenient access to all parts of the Twin Cities metropolitan area. Downtown Minneapolis is a 15 minute drive dur- ing rush hour and as little as ten minutes away during off -peak hours. High - way 100 allows for quick access to the first ring suburbs of,Robbinsdale, Crys- tal, Golden Valley, St. Louis Park and Edina west of Minneapolis and intersects with other highways that connect to the entire west /southwest suburban area. Minneapolis /St. Paul International Airport is located approximately 24 miles away via Highway 100 and Interstate 494. The north suburban area and St. Paul are also easily reached with access provided by Interstates 694, 35W and 35E. The Earle Brown Farm has excellent visibility from both Interstate 94 and High- way 100. Table l shows the traffic counts for each freeway in the vicinity of the Earle Brown Firm in 1982, 1984 and 1986. TABLE 1 it. TRAFFIC COUNTS FOR I -94 AND HIGHWAY 100 1982 -1986 Change 1982 — 1986 1982 1984 1986 . No. Pct. I -94 between Highway 100 and Shingle Creek Parkway 55,100 81,000 84,000 28,900 52.5 Highway 100 between 57th Avenue and 1-94 32,000 33,300 41,000 9,000 28.1 Source: Minnesota Department of Transportation Maxfield Research Group, Inc. 6 urc �• 4 \ ►roam / \ % �TR \ r \ �RgpiAOa J SOULEMM - �.. Ate,+^ T _ —I i HOLVAY BROWN :.1. / RAL P `-, BROOKL ~ - �"� CffY . I �_. ' rBRO ' R n ' IRST WESTB " r i ANK CREEK v TIER ( L `L I N TOW SUMW X 0XwHT"y (� EA EARLE ' ORO IaoNS p / SHOGLE CREEK ,�. & TRAIL SHOPPING CENTER EST L six 2 BLOCKS WEST - _l K ART JERRY'S SUPER YALU ST. PAUL BOOK AND STATIONERY , BROacoa Qua I / ' WESTBROOK MALL VA � .Qitctrs u,Ipyg11 1 BLOCK SOUTH /--- - -- - -' COUNTRY CLUB MARKET ' ,✓ BROOKO0 1/ UNION 76 TRUE VALUE HARDWARE SUPERAMERICA �? s a c Err1tR ` Neighborhood Development g p The table shows that traffic on Interstate 94 increased by 53 percent between 1982 and 1986 assisted, no doubt, by the link up of the northern portion of Interstate 94 with downtown Minneapolis in 1985. The number of commmuters ,} traveling between the northern suburbs and between the north area and downtown Minneapolis have grown as the north area continued to develop its residential and employment base. Highway 100 showed less 'dramatic traffic volume in- creases, but still showed growth of 9,000 vehicles or 28 percent between 1982 and 1986. The traffic volumes will continue to increase as more commercial and residen- tial development occurs in the northern and western suburbs. Commuters travel- ing between suburbs as well as from the suburbs to downtown will increase. This will continue to provide excellent exposure to the Earle Brown Farm,_par- ticularly from those persons who are aware of the Farm even before driving on these highways. The use of the water tower as an identifying landmark will create further awareness of the Farm particularly if its visibility from all directions can be maintained. Facilities Review The Hippodrome and attached stable n e Brown Farm have been proposed p 1 o the Earl Bro Fa p p as the major components of a trade show /banquet /meeting center. In addition to these buildings, three other barns and the housing complex will be revitalized for some sort of commercial or community use. The following is a brief description of each building that might be used for trade shows and conventions. Structural repairs, interior reconstruction and other revitalization issues are beyond the scope of the study and therefore not addressed in detail. The Hippodrome is a one -stor masonry building approximately 73 feet wide ppo y y uil ing approxima e y by 180 feet long, 13,000 square feet of floor area. The curved wood roof is supported by a steel truss system which results in column free floor space. This is ideally suited for large gatherings providing an open view throughout the interior. The ceiling is approximately 15 feet high at the east and west walls and 25 feet high at the center. These dimensions are approximate and will likely change after renovation of the structure. The high ceilings will allow for large displays if the Hippodrome is converted to exhibit space and it is also appropriate for presentations to large groups. There is a large sliding door at the south end of the building which can pro - vide access for trucks loading and unloading equipment, furniture and exhibit materials. There is a passageway at the north end of the building leading to the stable. The Hippodrome is in need of structural repairs and a total interior refurbish- Mg. Its current design is appropriate for trade shows and large group gather- ings. There are several considerations, however, that must be addressed if the building is to be converted to trade show use. First, an entrance foyer is needed to allow for pre - function gatherings such as registration or ticket purchase. This should also include space for restrooms and coats. Second, the interior space should be divisible into several smaller areas through the use of moveable walls so smaller groups utilizing the facility will not be over- 8 whelmed. This will also allow for two or more functions to be held concurrent — ly. These considerations raise two issues: the need for storage space for the portable walls and the difficulty of servicing separate areas in the Hippo drome. These design problems must be addressed if the Hippodrome is to be a functionally efficient meeting and trade show facility. The stable (horse barn), connected with the Hippodrome, is a wood frame structure in three sections. The north and south sections consist of two floors and are each approximately 38 feet by 59 feet on the first floor. The central section is approximately 40 feet by 65 feet and has one floor. The south section is * attached to the hippodrome by a short passageway. With its connection to the Hippodrome, the stable is in excellent position to provide support space for functions held in the Hippodrome. Additional meet ing /banquet space, kitchens and supply stores and office space are all comple- mentary uses of the building. Other possible uses, the market feasibility of which have not been considered in this report, are a restaurant, office space and /or community center. One large room comprises most of the stable's center section. It has a high pitched ceiling and a large window on the west side looking out on the mall area. This room has the greatest potential for use as restaurant or banquet facility due to its spaciousness and character. The H Barn and relocated E Barn are one - story, wood frame buildings located north of the stable. The H Barn is approximately 48 feet wide by 100 feet long and the E Barn is approximately 50 feet wide by 96 feet long. Both could be utilized_ in conjunction with the hippodrome and stable as part of a larger convention center complex although this might be difficult since some physical connection to the stable would be required. Summary The site of the Earle Brown .Farm is appropriate for the location of a trade j show /meeting /banquet center. The basic design of the Hippodrome and attached ! stable are excellent for this use, given the necessary design modifications, repairs and interior reconstruction. The primary assets of the site for this use are: * excellent access * high visibility * convenience to retail and community services * proximity to local hotels * unique historic setting Negative aspects of the site are: * lack of hotel rooms on -site * design limitations of existing structures * potential parking shortage during peak times The positives of the site strongly outweigh the negatives, most of which can be dealt with through design modifications; proper site planning and marketing. 9 DEMOGRAPHIC /ECONOMIC REVIEW Introduction Successful trade show and convention centers are always located in or very near major commercial concentrations or in resort areas. Depending on the type of business the trade show /convention center is serving, growth trends play an important role in the present and future demand for meeting and exhibit space. The indigenous population and household base generates demand for banquets, service group and community functions while a strong and growing commercial base generates corporate demand. Associations like to hold functions near shopping and entertainment, particularly for those conventions that last sev- eral days. Population, household and employment growth trends relate to devel- opment of retail and entertainment facilities and thus complement the demand for meeting and banquet space. This section examines population household and employment growth trends of- � fice development and retail sales growth in a study area delineated as the primary competitive area for trade show and meeting business at the site of the proposed development. Although substantial business, may be generated from outside the study area, our market interviews revealed that community groups and corporations that would consider the proposed facility will be mostly from this area. Trade show and convention users could potentially come from all over the state, and some smaller national associations could even consider the proposed development. Study area growth trends, however, reveal the economic vitality of the area as a whole. Population Growth Table 2 shows the population of each study area community in 1970 and 1980 with population forecasts for 1990 and 2000. The table shows that the study area had approximately 402,400 residents in 1980, 55,300 or 16 percent more than in 1970. This rate of growth was significantly greater than the 6 percent rate exhibited by the metropolitan area during the same period. i Population growth during the 1970's was concentrated in the developing suburbs north and west of Brooklyn Center. Brooklyn Park had the largest absolute increase with 17,102 more residents in 1980 than in 1970. Brooklyn Park's 1980 population of 43,332 was an increase of 65 percent from 1980. Maple Grove posted the largest rate of growth during the 1970's with a 227 percent increase for a 1980 total population of 20,525. Other rapidly developing suburbs nearby are Plymouth, Blaine, Coon Rapids, and Champlin. Brooklyn Center is one of the fully developed first -ring suburbs in the study area that lost population during the 1970's. Its population declined by ap- proximately 3,900 persons (11 percent) to 31,230 in 1980. The aging of the baby boom generation (persons born between 1946 and 1964) who left their par ents' homes to form households of their own, combined with the lack of avail. able land for significant residential development, resulted in the population loss. Many of these younger residents moved to the second -ring, developing suburbs where an ample supply of new housing exists. 10 I IFRANCIS GROVE BETHEL 1 1 EAST BETHEL LINWOOD BURN I R AMSEY ANOKA CO. COLUMBUS I ANDOVER HAM -LAKE I FORESTLAKE FOREST LAKE HASSAN DAYTON AN KA LINO LAKES CRAM LIN COON RAPIDS ELAINE CENTERYIIIE MUGO HANOVER LEXINGT CIRCLE PINES WAS OSSEO it SHOREVIEW GREENFIELD. CORCORAN MAPLE GROVE MOUNDS ��'11� VIEW NORTH 27 1 22 OCKFORO •ROOKI&, FRIOLET 12 OAKS WHITE BEAR . VVV KE HENNEPIN CO. BR NEW G veDNAls IBRIGH ON EIGHTS QLORETTO C STAIL 14 - ROEN 25 029 NEW 14 NILLS I INDEPENDENCE MEOINA PLYMOUTH Nor 10 5 LITTLE O '14 ' AMAD N H ' ROSEVILLE ST. AU I MAPLE PLAIN p GOLDEN 16 17 at MAPIEWOODOAKDALE [ ONG LAK g VALLEY ATERTOWN 0ROeo WAY ATr I RAMSEY CO. 1 MINNETRISTA MINNETONKA 7 ST. LOUIS � TAINT PAUL 21 TOWN 9 I PARK �j, MINNEAPOLIS DEEPHAVEN or NS 4 9 WEST W0001 -- SP _ ST. - EDINA 1 PAUL 16 SOUTH RICHFIELD AIRPORT MENOOTA ST. NEWP RT HEIGHTS UN ISH PAUL VICTORI CHANHASSEN 12 E _ NIA LAKETOIYN EDEN PRAIRIE - ST. PAUL WACONIA - AR - BLOOMINGTON INVER GROVE HEIGHTS CARVER CO. CHASKA 1 EAGAN COTTAGE - f - - - - -- 20 1 ) CHASKA DAKOTA. CO. _ II CARVER JACKSON SHAKOPEE COLOGm OAHLGREN SAVAGE 7 I BURNSVILLE TON I L 7 PRIOR APPLE VALLEY ROSEMOUNT NINING I (- LOUISVILLE LAKE 1 OA 1 SAN FRANCISCO ' r -: Study Area TABLE 2 STUDY AREA POPULATION 1970 -2000 Change Change Change --U.S. Census- - --- Forecast -- 1970 -1980 1980 -1990 1990 -2000 Hennepin County Portion 1970 1980 1990 2000 No. Pct. No. Pct. No Pct. Brooklyn Center 35,173 31,230 30,000 30,000 (3,943) (11.2) (1 (3.9) No Change Brooklyn Park 26,230 43,332 56,000 63,000 17,102 65.2 12,668 29.2 7,000 12.5 Osseo 2,908 2,974 3,000 2,900 66 2.3 26 .9 (100) (3.3) Champlin 4,704 9,006 13,000 16,000 4,302 91.5 3,994 44.3 3,000 23.1 Dayton* 2,631 4,000 4,600 5,000 1,369 52.0 600 15.0 400 8.7 Maple Grove 6,275 20,525 36,500 42,000 14,250 227.1 15,975 77.8 5,500 15.1 Plymouth 18,077 31 49,000 58,000 13,538 74.9 17,385 54.9 9 18.4 Medicine Lake 446 419 440 420 (27) (6.1) 21 5.0 (20) (4.5) Golden Valley 24,246 22,775 22,000 22,000 (1,471) (6.1) (775) (3.4) No Change Robbinsdale 16,845 14,422 14,200 14,200 (2,423) (14.4) (222) (1.5) No Change Crystal 30,925 25,543 24,000 23,000 (5082) (17.4) (1,543) (6.0) (1,000) (4.2) New Hope 23,180 23 23,000 23,000 (93 (.4 (87 (.4 No C Subtotal 191,640 228,928 275,740 299,520 37,288 19.5 46,812 20.4 23,780 8.6 Anoka County Portion Fridley 29,233 30,228 30,000 30,000 995 3.4 (228) (.8) No Change Columbia Heights 23,997 20 20,000 20,000 (3,968) (16.5) (29) (.1) No Change Hilltop 1 817 810 810 (198) (19.5) (7) (.9) No Change Spring Lake Park 6,319 6,477 7,230 7,330 158 2.5 753 11.6 100 1.4 Coon Rapids 30,505 35,826 49,000 56,000 5,321 17.4 13,174. 36.8 7,000 14.3 Anoka 13,591 15,634 16,000 16 2,043 15.0 366 2.3 No Change Blaine 20,568 28,558 39,000 45,000 7,990 38.8 10,442 36.6 6 15.4 Subtotal 125,228 137,569 162,040 175,140 12,341 9.9 24,471 17.8 13 8.1 Ramsey County Portion New Brighton 19,507 23,269 24,000 24,000 3,762 19.3 731 3.1 No Change Mounds View 10,599 12,593 13,700 14,000 1,994 18.8 1,107 8.8 . 300 2.2 Subtotal 30,106 35,862 37,700 38,000 5,756 19.1 1 5.1 300 .8 Study Area Total 346,974 402,359 475,480 512,660 55,385 16.0 73,121 18.2 37,180 7.8 Metro Area Total 1 1,985,873 2,204,000 2,310,000 111,261 5.9 218,127 11.0 106,000 4.8 * Figures exclude the Sherburne County portion of Dayton. Sources: Bureau of the Census, U.S. Census of Population and Housing, 1970 & 1980 Metropolitan Council: "Forecasts of Population, Households and Employment 1990 and 2000," October 1986 Maxfield Research Group, Inc. Other first -rin suburbs that lost population during the 1970's included Golden g P P g Valley, Robbinsdale, Crystal, New Hope, and Columbia Heights. ' Forecasts for 1990 and 2000 show similar growth patterns with the first -ring suburbs expected to have little if any significant population change while the developing suburbs will continue to have strong increases. The study area as a whole is forecast to add 73,100 residents during the 1980's for a total popula- tion of 475,500 in 1990. Another 37,200 residents will be added during the following decade for a total of 512,700 residents in 2000. The rate of popula tion growth in the study area is forecast to continue to exceed the growth rate in the metropolitan area both decades. �j Household Growth Household growth trends are a better indicator of economic growth than popula- tion trends because households represent individual spending units. Table 3 lists the number of households in each study area community in 1970 and 1980 with household forecasts for 1990 and 2000. There were 134,109 households in the study area in 1980, 42,048 or 46 percent more than in 1970. As with population growth, the study area's household growth rate was significantly greater that the 26 percent increase that occur - red in the metropolitan area during the 1970's. Every study area community except Hilltop posted household increases during the 1970's. Household growth patterns by community were similar to population growth patterns with ' t he developing, second -ring suburbs experiencing far greater household_ growth than the first -ring suburbs. Comparing tables 2 and 3 reveals that household growth occurred despite popula- tion decline in the first -ring suburbs while household growth rates were far greater than population growth rates in the developing communities. This phen- omenon was caused by demographic and social trends beginning in the 1960's. First, the aging baby boomers began to form households in the late 1960's re- sulting in significant household growth without a corresponding increase in population. Second, social trends such as later marriages, more divorces and couples' decisions to have fewer children (or no children at all) caused popu- lation to grow more slowly than households. Although .these trends are expected to continue into the 1990's there will be P , less of a disparity between population and household growth. The entire baby boom generation has entered the household formation years, are marrying and having children, resulting in a "baby boomlet ". The proportional increase in households will continue to exceed proportional population growth, but the respective rates of growth in the 1980's and 1990's will be closer than in the 1960's and 1970's. The forecasts for 1990 and 2000 reveal declining levels of household growth in every study area community. Growth will continue to be concentrated in the large developing suburbs north and west of Brooklyn Center, notably Plymouth, Brooklyn Park, Maple Grove, Coon Rapids and Blaine. Brooklyn Center, which added 1,601 households (18 percent) during the 1970's is forecast to post in- creases of 850 households (8 percent) in the 1980's and 200 households (2 per -' cent) in the 1990's. �' 13 TABLE 3 STUDY AREA HOUSEHOLDS 1970 -2000 Change Change Change -U.S. Census -- - -- Forecast - --- 1970 -1980 1980 -1990 1990 -2000 Hennepin County portion 1970 1980 1990 2000 No. Pct. No. Pct. No. Pct.. Brooklyn Center 9,150 10,751 11,600 11,800 1,601 17.5 849 7.9 200 1.7 Brooklyn Park 7,341 15,268 21,500 25,000 7,927 108.0 6,232 40.8 3,500 16.3 Osseo 808 1,015 1,100 1,150 207 25.6 85 8.4 50 4.3 Champlin 1,291 2,733 4,300 5,500 1,442 111.7 1,567 57.3 1 27.9 Dayton* 686 1,161 1,400 1,600 475 69.2 239 20.6 200 14.3 Maple Grove 1,503 6,239 12,000 14,500 4,736 315.1 5,761 92.3 2,500 20.8 Plymouth 4,507 10,491 18,000 22,000 5,984 132.8 7,509 71.6 4,000 22.2 Medicine Lake 157 162 175 175 5 3.2 13 9.3 No Change Golden Valley 6,533 7,597 8 8,400 1,064 16.3 603 7.9 200 2.4 Robbinsdale 5,290 5,705 6,000 6,000 415 7.8 295 5.2 No Change Crystal 8,291 8,977 9,500 9,500 686 8.3 523 5.8 No Change New Hope 6,014 7,627 8,400 8,500 1,613 26.8 773 10.1 100 1.2 Subtotal 51,571 77,726 102,175 114,125 26,155 50.7 24,449 31.5 11,950 11.7 Anoka County Portion Fridley 7,851 10,416 11,100 11,300 2,565 32.7 684 6.6 200 1.8 Columbia Heights 6,861 7,343 7,900 8,100 482 7.0 557 7.6 200 2.5 Hilltop 503 453 450 450 (50) (9.9) (3) (.7) No Change Spring Lake Park 1,549 1,992 2,450 2,550 443 28.6 458 23.0 100 4.1 Coon Rapids 6,766 10,336 16,300 19,000 3,570 52.8 5,964 57.5 2,700 16.6 Anoka 3,893 5,382 5,900 6,200 1,489 38.2 518 9.6 300 5.1 Blaine 5,041 8,474 12,500 15,000 3,433 68.1 4 47.5 2,500 20.0 Subtotal 32,464 44,396 56,600 62,600 11,932 36.8 12,204 21.6 6,000 10.6 Ramaey County Portion New Brighton 5,467 7,739 8 9,000 2,272 41.6 761 9.8 500 5.9 Mounds View 2,559 4,248 4,900 5,200 1,689 66.0 652 15.3 300 6.1 Subtotal 8,026 11,987 13,400 14 3,961 49.4 1,413 11.8 800 6.0 Study Area Total 92,061 134,109 172 190,925 42,048 45.7 38,066 28.4 18,750 10.9 Metro Area Total 573,834 721,357 863,000 931,000 147,523 25.7 141 19.6 68,000 7.9 Figures exclude the Sherburne County portion of Dayton. r Sources: Bureau of the Census, U.S. Census of Population and Housing, 1970 & 1980 Metropolitan Council: "Forecasts of Population, Households and Employment 1990 and 2000," October 1986 Maxfield Research Group, Inc. For the stud area as a whole the forecasts reveal a base of 172 200 house- y , , holds in 1990, an increase of 38,000 from 1980. By 2000 the study area is forecast to have approximately 191,000 households or 18,750 more than in 1990. The growth rates of 28 percent during the 1980's and 11 percent in the 1990's are higher than those forecast for the metropolitan area. The continued growth.of the population and household base in the study area points toward increasing demand for meeting and banquet facilities serving community groups, service organizations and individuals holding functions such as weddings, anniversary parties and retirement dinners. In addition, `a large population base is attractive to organizations planning consumer trade shows because of potential for traffic generated from the immediate area. �1 Employment Growth Employment growth relates to the demand for meeting and banquet facilities in two ways. First, area companies prefer to utilize meeting and banquet space close to their offices. As new firms are formed in or relocated to the area, or as firms expand more space will be needed to accommodate them. Second, employees who don't live in the area will nonetheless be aware of the facility and consider it for events unrelated to their work. Area employees are also a source of traffic for consumer trade shows. Table 4 shows the employment in each study area community in 1980 with forecasts for 1990 and 2000. The table shows that the study area is forecast to have an employment base of 214,000 in 1990, 54,600 more jobs (34 percent) than in 1980. This compares with a forecast increase of 21 percent in the metropolitan area. Plymouth is forecast to have by far the largest numerical increase, followed by Brooklyn Park, Blaine, Fridley, Coon Rapids and Brooklyn Center. Plymouth's forecast increase of 9,000 jobs would give it the second largest employment base of any study area community in 1990, with 29,000 jobs. Golden Valley would rank first with 31,000 jobs. By 2000, Plymouth will have the largest employment base (36,000 jobs) followed by Golden Valley (33,000 jobs), Fridley (31,000 jobs) and Brooklyn Park (21,000 jobs). Brooklyn Center is forecast to rank fifth with 18,000 jobs. overall, employment increases will be less in the 1990's compared with the 1980's, but the rate of growth in the study area is forecast to continue to be much greater than in the metropolitan area as a whole. The healthy study area employment growth indicates a vital economy and greater potential for meeting, banquet and exhibit space. The convenient access to the proposed development from the other study area communities provides an attrac- tive alternative for area firms. Office Development Office construction reflects overall commercial development in a given area and A also shows the increase in the supply of space available to private firms and government organizations. Table 5 shows the amount of total net office space (including government, single tenant and specialty space as well as multi- tenant buildings) in Brooklyn Center and the Northwest quadrant of the metro- politan area in 1970, 1978, 1982 and 1985. 35 TABLE 4 STUDY AREA EMPLOYMENT 1980 -2000 Change Change - - - -- Forecast - - -- 1980 -1990 1990. -2000 1980 1990 2000 No. Pct. No. Pct. Hennepin County Portion Brooklyn Center 10,800 15,500 18,000 4,700 43.5 2,500 16.1 Brooklyn Park 7 15,000 21,000 7,200 92.3 6 40.0 Osseo 3 3,500 3,500 200 6.l No Change '1 Champlin 440 1,000 1 560 127.3 500 50.0 Dayton* 100 200 300 100 100.0 100 50.0 Maple Grove 1,900 5,000 8,000 3,100 163.2 3 60.0 Plymouth 20, 000 29 36, 000 9,000 45.0 7 24.2 Medicine Lake 50 50 50 No Change No Change Golden Valley 30,000 31 33 1,000 3.3 2,000 6.4 Robbinsdale 3,200 6,000 6,000 2,800 87.5 No Change Crystal 6,000 6,500 6,500 500 8.3 No change New Hope 9,400 13,000 13,500 3,600 38.3 500 3.8 Subtotal 92,900 125,750 147 32 35.2 21,600 17.2 Anoka County Portion Fridley 22 27,000 31,000 5,000 22.7 4,000 14.8 Columbia Heights 5,100 6,000 7 900 17.6 1,000 19.6 Hilltop 310 300 400 (10) (3.2) 100 3.3 Spring Lake Park 1,900 3,000 3 1,100 57.9 500 16.7 Coon Rapids 9 14,000 17,000 4,800 52.2 3 21.4 Anoka 11,700 13,000 13,000 1 11.1 No Change Blaine 6 13,000 16,000 7,000 116.7 3,000 23.1 Subtotal 56,210 76,300 87,900 20 35.7 11,600 15.2 Ramsey County Portion New r" o an N Brighton .8,300 10,000 10,000. 1,700 20.5 N Change Mounds View 2 2,000 2,000 No C No Ch ange j Subtotal 10,300 12,000 12,000 1,700 16.5 No Change Study Area Total 159,500 214,050 247,250 54;550 34.2 33,200 15.5 Metro Area Total 1,069,030 1,291 1,405,000 221,970 20.8 114,000 8.8 *Figures exclude the Sherburne County Portion of Dayton. Sources: Metropolitan Council: "Forecasts of Population, Households and Employment 1990 and 2000" October 1986 Maxfield Research Group, Inc. 16 TABLE 5 BROOKLYN CENTER AND STUDY AREA NET OFFICE SPACE* 1970 -1985 T - Brooklyn Center Net % of Change Year Sq. Ft. Metro No. Pct. 1970 N/A N/A -~ 1978 432 1.0 -N /A N/A 1982 673 1.1 241 55.8 1985 909 1.3 236 35.1 Northwest Quadrautt 1970 2 8.3 -- - -- 1978 6,093 14.6 3 170.6 1982 9,222 15.7 3,129 51.4 1985 11,589 16.1 2,367 25.7 -Mpls /St. Paul Metro Area 1970 27,135 100.0 - -- --- 1978 41,711 100.0 14 53.7 1982 58,571 100.0 16 40.4 1985 71,937 100.0 13,366 22.8 *Office space figures used are in thousands of square feet and include govern- ment, single tenant and specialty office buildings in addition to multi-ten- ant buildings. Me area defined by the Northwest Quadrant includes Northwest Hennepin County north of Hennepin County Road 62, excluding the entire city of Edina. Sources: Metropolitan Council: 'Office Construction Update 1983- 1985," Decem- ber 1986 Maxfield Research Group, Inc. The table shows that Brooklyn Center had 909,000 square feet of office space in 1985, more than twice the amount of space that existed there in 1978. Figures were not available for Brooklyn Center for 1970. Brooklyn Center's share of metro area office space increased from 1.0 to 1.3 percent from 1978 to 1985. A number of large office buildings are located within a few blocks of the Earle Brown Farm. The three- building Brookdale Corporate Center development totals more than 300,000 square feet including the attractive new 6160 Summit Drive building, located next to the Earle Brown Farm campus. In addition, Earle Brown Tower and Earle Brown Plaza (totaling approximately 200,000 square feet) are located across the street east of the Farm. 17 S ' t The Northwest Quadrant (which is that part of Hennepin County north of County Road 62, excluding the city of Edina) had a smaller proportional increase from 1978 to 1985, but still recorded very strong absolute growth. The Northwest ' Quadrant experienced particularly dramatic office space growth from 1970 to 1978. During the 15 year period overall, office space in the Northwest Quad- rant increased from 2.3 million square feet to 11.6 million square feet. This was an increase of 9.3 million square feet or 415 percent between 1970 and 1985. The proportion of metropolitan area total office space in the Northwest Quadrant doubled between 1970 and 1985 from approximately 8 percent to 16 per- cent. Although vacancy rates are high in the west and northwest sub- markets (17 per- cent in spring 1987 according to Towle Real Estate Company and 15 percent in �! fall 1986 according to the National Association of Industrial and Office parks), historic and projected absorption of space is high. Both groups esti- mate annual net absorption of approximately 400,000 square feet with most of that occurring along the Highway 12 and 55 corridors. Retail Sales Table 6 presents retail sales data from the 1972, 1977 and 1982 censuses of retail trade for selected cities in the study area. The table shows that the combined total sales of these communities was $1.85 billion in 1982, a 158 per cent increase from 1972. This is greater than the 145 percent retail sales increase recorded by the ten county Metropolitan Statistical Area (MSA) during r the same period.- The consumer price index increased 144 percent over the ten year period indicating no real growth in retail -saleq in the MSA and only mod- est growth in the study area, Brooklyn Center had by far the largest concentration of retail sales in the study area each year with $357 million in 1982 or nearly one -fifth of all study area retail sales. Brooklyn Center's dominance in retail trade in the study area is because of Brookdale Center and ancillary retail development. Brook- dale Center is the sixth largest shopping center in the Twin Cities area with slightly more than 1,000,000 square feet. In terms of sales, however, the i entire Brookdale area ranked fourth among major retail centers (excluding down- town with sales of $220 million in 1982. New development northeast of Brookdale Center since 1982 will no doubt increase the area's retail sales considerably in the 1987 Census of Retail Trade. A new Target Store, several freestanding retail buildings and two new strip centers in the area add to the attractiveness of this area for shopping and entertain- ment. The increased concentration of stores and restaurants will strengthen Brooklyn Center's position as a destination shopping point in the northern metropolitan area. This will make a convention trade show facility more ap- pealing to meeting planners whose group members desire a meeting site near retail stores and restaurants. More traffic (both pedestrian and vehicular) will increase awareness of the Earle Brown Farm. 18 } TABLE 6 RETAIL SALES OF SELECTED STUDY AREA CITIES ,t 1972, 1977, and 1982 (000's of Current Dollars) Change Change 1972 -1977 1977 -.1982 1972 1977 1982 Aunt. Pct. Amt, Pct. Brooklyn Center $164,312 $270 $357,008 $105,911 64.5 $ 86,785 32.1 Brooklyn Park 40,744 83,693 102 42,949 105.4 18,523 22.1 Maple Grove 286 3,572 21,548 3,286 1,149.0 17,976 503.2 Plymouth 8,806 32,490 118 23 269.0 85,596 263.5 Golden Valley 98,549 144,401 294,858 45,852 46.5 150,457 104.2 Robbinsdale 30,598 37,983 64,311 7 24.1 26 69.3 Crystal 70,445 99,484 136,666 29,039 41.2 37,182 37.4 New Hope 26,527 55,479 76,949 28 109.1 21,470 38.7 Fridley 06 193 167 628 216 278 61 435 57.8 48 650 y 29.0 Columbia Heights 38,076 62,312 59,458 24 63.6 (2 (4.6) Spring Lake Park 8,042 14,430 13 6,388 71.7 (670) (4.6) Coon Rapids 55,050 99,850 155,416 44 81.4 55,566 55.6 Anoka 35 56 86 21 61.0 29,262 51.4 Blaine 34,992 86 148 51,205 146.0 62 72.2 Selected Cities Total 717 1,214,618 1,851,124 496,671 69.2 636,506 52.4 Brookdale Center Total 100,903 149,923 220,088 49,020 48.6 70 46.8 Metro Area (MSA) 4,634,396 7 11,373,407 2 „825,549 61.0 3,913,462 52.5 Sources: Bureau of the Census, Census of Retail Trade; 1972 1977 and 1982 Maxfield Research Group, Inc. 19 SOURCES OF DEMAND Introduction In the past three decades,- convention and trade show meetings have grown enor- mously and are now a major segment of the travel industry. According to esti- mates compiled by the International Association of Convention and Visitors Bureau (ACVB) from their Delegate /Meeting Survey, some $30.3 billion will be spent (not including transportation to and from the conventions) by convention ■; attendees in U.S. cities in 1987. The vast majority of this money is allocated for food and lodging, however an estimated 29 percent of the total is spent for shopping, sightseeing, local transportation and other miscellaneous ex- penses. Clearly, conventions and trade shows can have a major impact on the local economy. Convention and trade show business continues to grow. According to the ACVB, there will be 85.2 million delegates at conventions in the U.S. in 1987, an increase of more than 9 percent from 1986. Most hotels today are planned with convention /trade show business in mind; either as hosts for such gatherings or to support other larger hotels and convention centers nearby. Even many re- sorts in recent years have turned to convention groups as a new source of busi- ness. The importance of adequate, efficiently designed function space as well as the need for a variety of support services (audio /visual equipment, photo- copy services, etc.) are rarely lost on hotel planners and convention sales- persons. The types of groups utilizing convention and trade show space vary tremendous- ly. From small corporate meetings with as few as ten attendees to huge trade and professional association conventions that fill hundreds of thousands of square feet in large convention centers, these groups represent nearly every profession and hobby imaginable. Medical and related organizations comprise one of the largest segments of convention business. is are so many health care groups that several conventions consist of meetings between the different organizations. The Minnesota Healthcare Conference i.s an example of such a meeting with 40 allied organizations participating. A variety of miscellaneous convention business is the S.M.E.R.F. category - social, military, educational, religious and fraternal. Groups also vary in their geographic scope. The Anoka personnel Association's membership consists of Human Resource professionals in the Anoka area who meet exclusively in the Twin Cities, primarily Anoka. The Minnesota Bankers Associ- ation is a statewide group while the National Corngrowers Association consists of corn farmers from all over the county. International groups also abound; such as the International Communications Association which holds an annual convention with 12,000 attendees. The type of group and space requirement usually determine the type of facility where the group's meetings and conventions are held. The very largest groups can meet only in a few major convention centers in the county. These conven tion centers are located in very large cities such as New York, Chicago and San Francisco. A few other cities have very large convention centers because of special local attractions that make them a meeting destination point, such as Las Vegas and Nashville. Many cities are boosting their inventory of space 20 with new centers or additions to existing centers. Minneapolis is one of those cities with construction underway on a new convention center that will triple the amount of meeting and exhibit space that existed in the old Minneapolis ' Auditorium and Convention Hall. Groups that meet in the large convention centers are not considered in our analysis because their space needs are far greater than what exists on the Earle Brown Farm. Smaller groups (needing banquet space for 1,200 persons or less, exhibit space for 100 booths or less) were considered in our examination, even if they required less space than the total available in the Hippodrome and adjoining stable. Demand was considered to be any group needing space for a short period of time (i.e., half -day meeting, luncheon, evening reception) as well as conventions and exhibits lasting several days. Demand sources were divided into four broad categories, each of which is exam - ined individually in this section: 1) Conventions utilizing both meeting and exhibit space, 2)_Corporate /association meetings utilizing meeting space only, 3) consumer trade shows /hobby groups utilizing exhibit space only with little if any meeting space and 4) miscellaneous community /social functions using space primarily for banquets and dances for only a portion of the day. These functions include weddings, proms, service club meetings and community func- tions. Conventions and Trade Shows Groups which hold conventions that include both meeting and exhibit space will utilize the Earle Brown Farm only if there is substantial additional meeting space on site in addition to the Hippodrome: The consensus among the groups is that they do not wish to hold conventions where attendees must be transported' between locations to attend seminars, banquets and exhibits. Utilizing the Hippodrome for both meetings and exhibits is possible, but that arrangement would reduce the space available for both types of functions and thus limit the market. In addition, the Hippodrome would not be a setting conducive to smal- ler meetings (such as seminars or breakout groups) especially if some attendees are touring exhibits at the same time meetings are held next to the exhibit area. Additional meeting space would thus be required to lure many of these groups to the Earle Brown Farm. Meeting space could be made available in the adjoining stable or one or both of the two horse barns just north of the sta- ble. Assuming that sufficient meeting space were to be available, then the Hippodrome could be used only for exhibits. Maxfield Research Group, Inc. inventoried more than 100 groups which have re cently.held conventions or which are booked in convention facilities in the Twin Cities over the next year. Nearly all of these conventions /trade shows are held on weekdays and based on these groups' exhibit space needs alone, approximately half could be accommodated in the Hippodrome. Table 7 lists those groups which utilize 15,000 square feet on less of exhibit space, or have a requirement of 100 - 8' X 10' booths or less. This is considered to be the largest number of booths that could be placed in the Hippodrome. The groups shown in the table are not meant to be a comprehensive list of conventions that are potential business for a trade show facility on the Earle Brown Farm nor does it necessarily include all such meetings recently held or booked into the 21 TABLE 7 CONVENTION GROUPS WITH TRADE SHOWS TWIN CITY AREA 1987 -88 No of o f N a Group Name Meeting /Location Attendees Booths MN Medical Records Association Bloomington 150 15 Amer. Soc. Quality Control Tech. Mpls.- Hyatt /Marriott 2,400 100 Amer. Consulting Engineers Council Mpls. Marriott 700 70 ti Assn. Human Resource Systems Prof. Mpls.- Marriott 700 30 Society of Manufacturing Engineers N.A. 3 2 000 100 MN Distributive Educ. Clubs of Amer. Mpls.- Hyatt /Marriott 1,500 50 MN Bankers Association Mpis.- Marriott 2,000 40 National Postal Forum Various 1,800 92 Fenestration World Mpls. -Hyatt 1,200 87 National Corngrowers Association Mpls. -Hyatt 1,000 46 Bonsai Clubs International N.A. 1,500 20 American Society Medical Technology Mpls. -Hyatt 500 100 Women in Communications Mpls- Hyatt 400 15 American Foresters Society Mpls. -Hyatt 2,000 100 Amer. Soc. for Performance Improv. N.A. 300 12 Painting & Decor. Contractors of Amer. Mpls. -Hyatt 1 85 National Abortion Federation Mpls.- Hyatt ' 500 20 Scaffold Industry Association N.A. 500 80 Nat'l Assn. College /Unix. Bus. Off. N.A. 900 50 Assn. of Shorthand Reporters Mpls. Marriott 1 30 Illuminating Engineers Society Mpls.- Marriott 700 35 Nat'l Assn. of Medical Staff Svcs. Mpls. Marriott 650 5 MN Assn. of School Administrators St. Paul - Radisson 350 45 Harvest States Roy Wilkins Auditorium 1 12 MN Social Service Association St. Paul — Radisson 1,500 50 Society of Amer. Value Engineers St. Paul - Radisson 350 20 MN Safety Council St. Paul - Radisson 1 45 Musical Box Society International N.A. 450 5,000sf. Izaak Walton League Amer. N.A. 500 40 Interpreters for the Deaf N.A. 450 30 MN Assn. of Realtors St.. Paul Civic Ctr/ St. Paul Hotel 1 45 Farmers Individual Income Tax (Educ.) St. Paul Radisson 800 20 MN Independent Insurance Agents St. Paul Radisson 550 30 MN League of Municipalities St. Paul Radisson 1,400 40 Spina Bifida Association St. Paul Radisson 1 9 000 20 Source: Successful Meetings Magazine: Annual Directory of Trade and Industrial Shows, 1987 Maxfield Research Group, Inc. 22 area during 1987 and 1988. The information was taken from the Annual Directory of Trade and Industrial Shows published by Successful Meetings magazine and interviews with individual groups, hotel and convention bureau staff persons. ' We are confident that it does include the vast majority of such meetings, how- ever. In any case, Table 7 does present an excellent sampling of groups that could potentially utilize exhibit and meeting space on the Earle Brown Farm. The table shows that nearly all of the groups meet in hotels, with some utiliz- iag more than one hotel. The size of the groups shown in the table is based only on exhibit space. Clearly, many of the groups would find it difficult to utilize facilities in Brooklyn Center for their meeting because of the need for a large banquet /general session room in addition to exhibit space. Some groups have very small exhibit space requirements however, which would allow for large meetings /banquets to be held in the Hippodrome with exhibits placed in the adjacent stable or one of the other barns. Of the groups shown in the table, approximately one - quarter would need to use nearly the entire Hippodrome for exhibits, with space required for 70 or more booths. Another one - quarter have very limited space needs with requirement for 20 or fewer booths. About half of the groups need space for between 20 and 70 booths. This means that approximately three - quarters of all the groups listed in the table could use a portion of the Hippodrome for some activities other than exhibits. Interviews we conducted with meeting planners revealed several important fac- tors involved in choosing meeting locations. First, all of the meeting plan - ners stated that all functions should be held in one facility. This facili- tates interaction between exhibitors, attendees, vendors and convention staff. Transporting attendees between hotels and meeting /exhibit locations is undesir able. This would be necessary for conventions using the Earle Brown Farm if the Hippodrome were available for exhibits only, thus placing it at a competi- tive disadvantage with large hotels that can accommodate all of a group's space needs. This does not mean that groups would not consider such an arrangement, rather, it is a negative factor in choosing a meeting site. Second, groups do not want to pay for their meeting space. Most conventions utilize sleeping rooms for at least a small portion of their attendees and all have food functions such as banquets, receptions, coffee breaks, etc.. Hotels have historically provided, and groups have come to expect, minimal charges, if any, for meeting space. When a large block of rooms is used, often there is no charge for meeting space. Rooms in which banquets are•held are also typically provided for free. The exception is the exhibit portion of the convention which frequently carries a price independent of meeting and banquet rooms. One group, the Minnesota Multi - Housing Association has two one meeting/product g � y shows annually which involve only one banquet and few sleeping rooms. Hotels consider this group to be a poor piece of business because of the small amount of revenue generated from the large amount of exhibit space utilized. Hotel salespersons usually work with meeting planners on a "package deal" determining costs for meeting and exhibit space depending on the amount of convention space needed, number of sleeping rooms utilized, and the number of food functions. Charges for food functions are usually fixed while cost per sleeping room and charges for meeting space are negotiable. 23 Finally all of the meetin g planners we contacted would consider the Earle Brown Farm for a possible future meeting facility provided all their space needs could be met - . The site has excellent access with many stores and restau- rants close by. Several were intrigued by the concept of a convention, facility in restored farm buildings and thought it would be a nice change of pace. Some had reservations regarding the ability of the facility to meet their space needs and the lack of sleeping rooms on site. The specific space needs for meetings and banquets in conjunction with exhibits will determine which groups would be able to utilize the Hippodrome without additional on -site meeting space. We estimate that only one - quarter to one - third of the groups listed in Table 7 would be able to be accommodated in the Hippodrome alone. Few of those groups that would need to split their activi- ties between the Hippodrome and area hotels would seriously consider such an arrangement when other facilities are available that would allow for a self- contained convention. Frequent service would need to be provided free of charge to the group with emphasis placed on the close proximity of area hotels, restaurants and stores to the Earle Brown Farm. Even then, conventions with several meeting /exhibit locations will be a tough sell for whoever coordi- nates bookings at the Hippodrome. We estimate that fewer than ten convention groups annually would use the Earle Brown Farm if only exhibit space in the Hippodrome were available. Corporate /Local Association Meetings Area firms and local associations are frequent users of meeting facilities. These groups rarely utilize exhibit space but have varied meeting space needs. Most meetings last one day or less and involve fewer than 100 persons 'except for training seminars, annual meetings or recognition dinners. Because corpo- rate business comprises the bulk of this segment, we focused our attention on the meeting needs of area companies. It is important to note that area hotels can accommodate nearly all of these groups and pursuing this source of demand would place the proposed facility in competition with local hotels. We includ- ed this business segment for two reasons. First, if meeting space is provided in addition to exhibit space in the Hippodrome on the Earle Brown Farm, corpor- ate meetings can fill this space even when the Hippodrome is not in use for larger conventions or community functions. Second, corporations may desire alternatives to local hotels, particularly for meetings organized on short ' notice when hotels are already booked. The growth of the area's economy was documented in an earlier section of this report through the increases in employment, office space and retail sales. In order to better understand local firms meeting needs and to discover whether they would consider the Earle Brown Farm as a site for outside meetings, we contacted persons who plan functions at 15 area firms. of the 15 firms con - tacted, ten have outside meetings. Summaries of the needs of the remaining ten firms are below. The other firms are either manufacturing plants of companies based elsewhere or hold all meetings in -house (i.e., Federal Hoffman in Ano- ka). Ault, Inc.; Brooklyn Center - Planning /Management Department: five to six meetings per year, 10 to 12 people, one day, conference set -up, lunch, Ramada North Minneapolis. Club Sales Department: one meeting, 10 to 30 people, two 24 a days, 10 to 30 sleeping rooms, all meals, Ramada North, Airport Embassy Suites. Executive Meeting: one meeting per year, two days, six to ten people, ten sleeping rooms, all meals, Ramada North, Embassy Airport. Hoffman Engineering; Brooklyn Center - Employee Benefits: introduction two to three times -per year, five groups of 50 employees each view presentation, audi- torium style, and breakout into five groups, no meals, no sleeping rooms, two days, Ramada North. Christmas party: 250 employees, one room, snacks and beverages, Ramada North, Holiday Inn North. Promeon, Division of Medtronics; Brooklyn Center — Management Departments Staff meeting two to three times per year, ten people, one day, conference room set -up, continental breakfast, lunch. Instructional seminars: approximately 'j eight times per year, 15 to 20 people, one day, conference set -up, continental breakfast, no meals. Ramada North. Employee incentive kickoff: approximately one time per year, 235 people, auditorium style, one day, no meals, Ramada North. Marketing Division: 30 to 150 people, four times per year, one audito- rium, two of the four include dinner, Ramada North. Research Department: three times per month for half day meetings, three to ten people, no food, meet ing rooms at Holiday Inn North, Ramada North. Network Systems Corporation; Brooklyn Park - Marketing Department: 15 to 20 meetings per year for strategy planning, 20 to 30 people, 15 sleeping rooms, one or two days, continental breakfast, lunch, conference set -up. Variety of local hotels as well as downtown hotels. Administrative Department: three executive planning meetings per year, one or two days, 20 people, no sleeping rooms, conference room set -up. Lunch both days, dinner first day. Held at Sheraton Northwest, Ramada North. Tennant Company; Golden Valley - International Department: one sales meeting per year, 20 people, 13 sleeping rooms, conference set -up, no lunch or dinner, Tennant facilities for meetings, would consider offsite location for meetings.- Planning /Management Department - Top Management: one per year, 25 people, two days, conference set -up with four breakout rooms, 25 sleeping rooms, all meals, Riverwood in Monticello, Radisson- Ridgedale, St. James Hotel. FMC Corporation; Fridley - Division Management: six to eight meetings /year, 15 people, one day, conference set -up, lunch in conference room, dinner in dining hall. No sleeping rooms, Ramada North, Sheraton Park Place, Holiday Inn - Metrodome. One large conference per year, 120 people, two days, 120 sleeping rooms, all meals, conference rooms, Riverwood in Monticello, Springhill Confer- ence Center. Human Resources Department: ten meetings per year, 15 to 20 people, one day, conference set -up, continental breakfast, lunch, Ramada North, McGuires, Holiday Inn North. Manufacturing Department: 15 to 20 meetings per year, 25 to 40 people, one to three days, no sleeping r000ms, conference set- up, lunch, sometimes dinner, Ramada North, Sheraton Inn Northwest, Holiday Inn North. Medtronics Corporation; Fridley - Marketing Department; two meetings per year, 10 to 15 people, two to three days, conference set -up, lunch, no sleeping rooms, Radisson - Ridgedale, Ramada North. Purchasing Department: one or two work parties per year, 8 to 40 people, one day, lunch, possibly dinner, Ramada North, Sheraton Northwest. Sales Education Department: four meetings per year, 12 people, one day, conference set -up, breakout in two groups, breakfast 25 , ' and snacks, no lunch.. Scanticon, Luxeford- Downtown. National Sales Depart - ment: 15 meetings per year, 35 people, one for 300, sales, training and man- agement meetings, numerous meeting rooms, 35 and 300 sleeping rooms, all meals. Marriott City Center, Radisson- Downtown. Onan, Division of McGraw - Edison; Fridley - Advertising /Promotion Department: five meetings per year, 5 to 20 people, conference set -up, three to four days, 5 to 20 sleeping rooms, all meals, formerly out -of- state, but bringing back to local area. Executive Office /Administration Department: three strategic plan- ning meetings per year, 10 to 30 people, conference set -up, two to three days, all meals, possible overnights for all people. Riverwood in Monticello, Radio- son-Plymouth. International Division: two meetings per year, 20 to 30 people, five days, auditorium style, breakout meetings, 20 to 30 sleeping rooms, all 'j meals, Hyatt Regency, Radisson Plaza. One to two managers meetings per year, one to three days, six to eight people, all sleeping rooms, all meals, Ramada North - Downtown Hotels. Marketing Division two meetings per year, 10 to 15 people, two to three days, conference style, lunch, no sleeping rooms, Ramada North, Radisson- Ridgedale. Sales Department: four meetings per year, 10 to 15 people, one and one -half days, conference set -up, all meals, 10 to 15 sleeping rooms, various area hotels. One meeting per year, 25 to 40 people, five days, - conference set -up, breakout rooms, 20 sleeping rooms, various area hotels. Four to five meetings per year, five to eight people, one day, lunch, confer- ence set -up, no sleeping rooms, Ramada North. Cornelius Company; Anoka - Market Department: national sales meeting ever t 7, S Ner rtme i g e y other year, 100 people, five days, one to two banquets per day, 50 sleeping rooms. Occasional all -day meetings, 15 to 40 people, lunch, no sleeping rooms. Quarterly review meetings: 20 people, morning only, breakfast. Occasional "spot" meetings, 30 people or less, Sheraton Northwest, Radisson (Quality) Inn - Plymouth. Engineering /Product Research Department: week long planning/re- view meetings, 12 people, lunch some sleeping rooms, Sheraton Northwest. Human Resources: one day management seminars, 100 people, evening cocktail recep- tion. Staff meetings, 12 to 15 people, one day, lunch. Annual awards banquet, 250 people, cocktail hour /banquet /dance, Sheraton Northwest, have used Interna- tional Market Square for Awards banquet. Thermo- Sere; Anoka - most meetings in- house, four to five meetings of one day or less, 10 to 30 people held at the Radisson (Quality) Inn -- Plymouth, Holiday Inn International; also, occasional small meetings /luncheons at area restau- rants. Area government, hospital and educational organizations also occasionally use area restaurants and hotels for meetings. Most meetings are held in-house, however. Price is the major concern for these groups and few have the luxury of arranging many meetings over several days or with food functions. The information elicited from representatives at various area firms as well as other previous experience in hotel banquet space studies shows that location (close to the firm's offices) of a meeting facility is foremost in the minds of corporate meeting planners. Service is next on the list, followed by price and meeting room layout. The companies we sampled hold a wide range of meeting sizes and types: From small luncheon meetings with as few as five persons to large national sales meetings of 300 or more lasting several days, there is clearly a major market for corporate meetings in the north area. All of the ' 26 business generated by these firms could be accommodated by existing facilities in the north area. Most of the meetings fall into the 15 to 40 person Cate - gory, do not involve sleeping rooms but do include at least one food function. r These type of meetings can be held at several restaurants in the north suburban area, as well as area golf clubs or community centers, in addition to hotels. There does not appear to be substantial growth in the number of meetings held by the companies we sampled. Size of meeting is increasing in some cases, but clearly the growth in this segment will come from smaller firms expanding or those new in the area. Association meetings and banquets may thus represent greater growth potential as the employment base increases thus expanding the size of local association chapters or the formation of new chapters. I The variation in prices paid by corporate groups relates to the size of the meeting, number of banquet rooms required and whether there are any food func- tions or sleeping rooms involved. When a meal is served in the same room as the meeting, there is usually no charge or a fee of $25 to $100 while cost for meeting space without food can range from $100 to over $500 per day depending on size of the group. Larger meetings that also involve sleeping rooms lower the charge for meeting space. Most of the persons we spoke with expressed interest in a meeting facility on the Earle Brown Farm. Convenient location and the "different environment" were cited most often as reasons why they would consider the proposed trade show/ convention facility. A few concerns were voiced, all of which would be ad- dressed in the design, arrangement and marketing of the facility. Access to the site was mentioned by just one person, although several mentioned the need for audio /visual equipment, on site food service and efficient, attractive meeting rooms. There is an opportunity for meeting space on the Earle Brown Farm to attract corporate business. Sleeping rooms are not an important factor in choosing most meeting sites. The character of the buildings on the Earle Brown Farm - especially with new landscaping to improve the park -like atmosphere - will be a very attractive alternative to traditional meeting rooms. As one person inter- viewed at promeon stated "a Ramada is a Ramada is a Ramada ". Designed and marketed property, the Earle Brown Farm is exceptionally convenient and has strong potential for corporate business from beyond the immediate area due to its unique setting. Business new to the area will be a boost to the hospital- ity industry in general; business taken from existing properties (as may very well happen) may cause conflict between the proposed facility's goals of both self- sufficiency and supporting area hotels. Consumer umer r d T a e Shows Consumer trade shows, which we have defined to include promoters of "hobby" exhibits, are difficult to identify, no less quantify in terms of number or size. The variety of such groups seems endless including craft shows, elec- tronic (i.e., radio and computer shows), flea markets, swap meets (i.e., motor- cycle parts), art shows and exhibits by collecting groups of all types: coins, baseball cards, etc. L: These functions are nearly always held on weekend days to maximize attendance. Price is the major factor in site selection for most groups, although access and fucntional space (open exhibit area) are also important. Food functions are rarely included but many groups like having restaurants close by. Interviews conducted with area exhibit managers revealed that this source of demand is growing. The Anoka Armory is booked up one year.in advance and the Columbia Arena, which is available only four months a year, traditionally has most of those days booked. Many of these groups look for new spaces that can adequately handle their needs at low cost. one group, the Twin City FM Club (which holds an annual computer /ham radio show) used the Richfield High School last year and is at the Brooklyn Park campus of the Hennepin Technical College this year. This group is growing so rapidly that they expect to outgrow their 'j current location within two years and feel the Hippodrome would be attractive for their exhibits and seminars. We discovered that space needs of these groups vary as much as their types. A number of large shows would not be able to fit into the Hippodrome,_ including the most well known such as the Home and Garden Show and the Boat Show. Most of the smaller groups would not need the entire space of the Hippodrome but may be willing to pay a bit more for it because of its convenient location. The consumer and hobby groups generally do not need or desire the many on -site services and amenities required by convention and corporate groups. For se- lected groups some audio /visual equipment will be utilized and food service in the complex will be utilized but is not essential. Overall, the Earle Brown Farm will be a desirable location for these types of shows. The convenience of the site for persons living in the northern and western suburbs as well as Minneapolis combined with the tremendous growth occurring in the surrounding suburbs (Brooklyn Park, Maple Grove, Plymouth and Coon Rapids) will provide a large base of attendees for shows and exhibits held at the Hippodrome. I Social /Community Functions Social /community functions include parties and banquets (i.e, wedding recep- tions, birthday and anniversary parties) held by individuals, high school proms and reunions, fashion shows, rallies and other one time events needing a large enclosed space to accommodate groups of several hundred or more. As with trade and hobby shows, this source of demand is difficult to quantify. We discovered through our interviews, however, that most hotel and banquet facilities book up quickly on weekend evenings and must often turn away busi- ness. Most of these functions are wedding receptions and other social events in the 150 to 300 person category. Many places we contacted in the study area have to turn away business that involves more than 400 persons. While this is not a large business segment, it does indicate a lack of facilities in the north area for large groups. Our demographic research presented earlier showed that population, households and employment are all increasing rapidly in the study area. This will support continued demand for social and community events. Two of the study area's school districts - Osseo and Anoka Hennepin - are still experiencing growth while most other metropolitan area school districts are having enrollment de- ' 28 t clines. This indicates more demand for high school proms, reunions, sports banquets and awards ceremonies. Other social (i.e., birthday and anniversary parties) and community group (i.e., Lions Club) events will increase in number and size pointing toward greater need for banquet and meeting facilities to serve them. Very few of these functions will need the amount of space avail- able in the Hippodrome. Properly designed, however, space will allow for more than one event to take place at once. Social /community functions usually occur on weekend evenings with very few on weekdays. Our research indicates that demand from this source will exist for the Hippodrome during these peak times but will not supply business during other periods. Summary The first two sources of demand cited, conventions with trade shows and corpo- rate /association business, are potential sources of business for the proposed Earle Brown Farm development but will utilize space primarily during the week. Most corporate group business needs much less space than what would be avail- able in the Hippodrome and adjoining stable. Convention groups will not con- sider the proposed development unless all of their trade show /meeting /banquet space needs can be met. Even then, a few groups will not want to have sleeping rooms located away from the convention site. Both groups pay a minimal amount for meeting /exhibit space based on how many food functions and sleeping rooms are also utilized. The last two sources of demand consumer trade and hobb y shows and social /com- munity group functions, occur primarily evenings and weekends, complementing the convention and corporate market. They are a greater potential source of demand than convention /corporate groups and usually have food. They are not dependent on having hotel rooms close by. Both the weekday and evening /weekend groups should be pursued for the Earle Brown Farm complex with emphasis on food service to provide additional revenue to the city, but open to all types of functions. i 29 COMPETITIVE FACILITIES Introduction There are many different types of facilities potentially competitive with the proposed trade show /meeting /banquet complex on the Earle Brown Farm. Specific facilities which will'be most competitive will depend on the types of groups targeted when marketing begins for the new complex. These facilities, by the nature of their size, location, business orientation and market positioning, will tap different sources of demand potential identified in the previous sec- tion. ' We addressed each of the different types of competitive facilities by catalog in together those that attract market g g segments of the trade show /meeting /ban- quet industry similar to the ones identified in the Sources of Demand section. We did not include in our analysis the two largest trade show /convention facil- ities in the Twin Cities - the Minneapolis Convention Center (now under con- struction) and the St. Paul Civic Center. These convention centers tend to attract groups that would not be interested in an Earle Brown Farm complex. This is because both of these centers are considerably larger (exhibit space totaling 127,800 square feet in the Old Minneapolis Auditorium and Convention Hall and 115,000 square feet in the St. Paul Civic Center Complex). Both cen- ters have a significant amount of additional meeting space. Also, many groups choose these facilities because of their downtown location and the variety of shops, restaurants, recreational and cultural attractions in the immediate area. While there may be a very few groups that are potential business for both the Earle Brown Farm facility and the two large complexes, the overlap is not sufficient to consider them competitive. The types of facilities examined in this section are grouped into four catego- ries: regional convention hotels, northwest area hotels, government /community facilities and restaurants and banquet halls. Regional Convention Hotels Regional Convention hotels are those large full service hotels whose main business segment is group sales. While these hotels also appeal to transient business travelers and tourists, they are designed to accommodate large conven- tion groups for meetings, exhibits and banquets. They usually have two or more large spaces for big group meetings or trade shows and a number of smaller spaces for modest size gatherings, including breakout meeting rooms. There are at least two restaurants in these hotels, recreation facilities and on -site convention support services. Amenities such as copying service, car rental outlet and sundries shop are also often included in convention hotels. Thus, these hotels provide a self- contained living /working environment meeting all of the basic needs of convention attendees. Convention hotels are always located in downtown areas or at major intersec bons in or near strong suburban commercial districts. Easy accessibility, ample.parking and proximity to shopping /entertainment areas are important as- sets of convention hotels. _ 30 There are four convention hotels in the Twin Cities, each with at least the same amount of exhibit space as would exist in a revitalized Hippodrome. These hotels are the Hyatt Regency and Marriott City Center in downtown Minneapolis, the Radisson St. Paul in downtown St. Paul and the Radisson South in Blooming- ton. The Hyatt Regency completed in 1979, is by far the largest convention hotel in the Twin Cities with 534 sleeping rooms and 15,000 square feet of meeting space in addition to an adjoining 30,000 square foot exhibit hall. Catering to all types of groups, conventions and trade shows is a mainstay of the Hyatt's busi- ness because of the tremendous amount of function space. In addition, the Hyatt's proximity to the Minneapolis Convention Center and the Holiday Inn (across the street) make it an ideal convention headquarters hotel. Located on south end of the Nicollet Mall, Minneapolis' main shopping street, the Hyatt has a number of stores and restaurants located within the building. There is also a complete health club (with restaurant) in the complex. The Marriott -City Center completed in 1983, has the most sleeping rooms (584) among Twin City hotels and one of the largest ballrooms (15,000 square feet). There are meeting rooms adjacent to the ballroom and an entire floor of meeting facilities pace which totals 12,500 square feet. Emphasizing meetings, the Marriott is ne of the finest hotels in the region having raised the standard of lodging in the Twin Cities. For example, when opened as the Amfac Hotel, it was the first hotel to offer 24 -hour room service. The Marriott is located in the very heart of downtown Minneapolis, convenient to all downtown attractions. It is part of the City Center retail /office complex which includes a Donald - son's Department Store. Dayton's Department Store, the new Radisson Plaza Hotel, and the Saks Fifth Avenue Store (under construction) are directly con- nected to the City Center by skyway. The Radisson St. Paul was originally completed as a Hilton Hotel in 1968. It has 475 sleeping rooms, 10,000 square foot ballroom, a 7 square foot exhi- bit hall and nearly 6,000 square feet of additional meeting space. The Radis- son St. Paul markets to a wide variety of business and convention groups and is popular because of its extremely well designed meeting and exhibit space. A multi- million dollar renovation of the hotel was recently completed. The Radisson St. Paul always charges separately for exhibit space. The quoted charge is $.35 per net square foot although they will negotiate down to $.25 per net square foot. The Radisson South Hotel on the Interstate 494 strip in Bloomington, is the only large convention hotel located outside of both downtowns. It has the second largest number of sleeping rooms (575) after the Marriott -City Center and the second largest amount of function space (31,000.square feet) after the Hyatt. It features two ballrooms (the 15,500 square foot Great Hall and 5,000 square foot Veranda Ballroom) and 12,400 square feet of additional meeting space in five other rooms. In addition, there are several large parlor suites that can be used for small meetings and a substantial amount of hallway /pre- function space often used for exhibits. The Radisson South has marketed to large convention groups in the past, but because of its size frequently accommodates several smaller groups at one time. A total renovation lasting several years was completed- recently. 3 1 Other convention hotels that have at least 12,000 square feet of function space which emphasize group functions include the Thunderbird, Hilton Inn. - Airport, Sofitel on the Interstate 494 strip in Bloomington, the Holiday- Inn - Downtown Minneapolis, Sheraton Park Place on Highway 12 in St. Louis Park and the Shera- ton Northwest in Brooklyn Park. These hotels can also be considered competi- tion for the proposed trade show /meeting /banquet complex. They will appeal to groups that have both exhibit and meeting space needs that could be accommodat- ed in the Hippodrome /stable facility. All of the hotel salespersons we spoke with emphasized the "total package" approach both in terms of space needs and costs for space. These hotels make their money by selling blocks of sleeping rooms and food functions and base the charge for exhibit /meeting rooms on the amount of'revenue expected from i these portions of the hotel. One of the convention hotel salespersons we in- terviewed stated that their goal is to generate enough meeting room revenue overall to.meet their convention staff costs. Clearly, there is not any profit in selling meeting space. All of the large convention hotels and many of the smaller ones offer amenities unavailable at the Earle Brown Farm. Without on -site sleeping rooms, a trade show /meeting /banquet complex is at a disadvantage in attracting convention groups, and the lack of the other components of a,total meeting facility will further hinder the proposed development. Working with the north area's hotels to sell a total package to convention groups is a must. Even then, competition from these other conveniently located full - service facilities will keep demand from convention groups to a minimum. Study Area Hotels Hotels in the study area will be somewhat competitive with the proposed Bevel- opment for a few small conventions but the major competition will be for area corporate /association meetings and small to medium size community group /social functions. Our research indicated that companies, local professional and trade associations, and community groups (including government and education) all prefer to hold functions near where they are based. This limits normal compe- tition among hotels to those located in the same general area. An Earle Brown Farm meeting location will attract groups from a slightly broader area, how- ever, because of its unique setting and convenient location. We therefore included all full- service hotels on or north of Highway 12 (excluding Minne- apolis) and west of Interstate 35W in our examination. Table 8 shows function space information for the 11 full- service hotels in the study area. The table shows the wide variety of full service lodging facilities in the study area. The first four hotels listed (Ramada Inn, Holiday Inn, Sheraton Northwest and Skywood Inn) will be most competitive for local corporate busi- ness. None of these have a single room large enough to handle major meetings or very large (more than 400 people) banquets. The Sheraton Northwest, as mentioned previously, has a substantial amount of total function space in a number of different rooms which allows for a several different groups to be accommodated at once. One large group with a number of breakouts or exhibit space needs can also be accommodated at the Sheraton Northwest. This hotel has a higher proportion of convention business than most of the other study area properties, 32 TABLE 8 FUNCTION SPACE IN STUDY AREA HOTELS September 1987 Number of ------- - - - - -- Function Space----------- - - - - -- Sleeping Total Largest Room Number of Hotel /Location Rooms Sq. Ft. Sq. Ft. Capacity Breakouts Ramada Inn North 176 6,654 3,600 250 10 Brooklyn Center Holiday Inn North 213 3,240 2,720 300 4 Brooklyn Center Sheraton Northwest 214 18,862t 4,144 370 16 Brooklyn Park Skywood Inn 100 4,873 4,183 400 5 Fridley Country Hospitality Suites 89 2,520 2,100 175 3 Coon Rapids Scanticon 240 20,069 N/A 350 34 Plymouth Quality Inn 162 3,936tt 1 160 9 Plymouth Ambassador 199 5 4,138 500 8 St. Louis Park Sheraton Park Place 300 14,090 5 550 13 St. Louis Park Holiday Inn West 198 8,500 5,100 450 11 Plymouth Radisson 222 7,951 5 688 550 ,95 8 Minnetonka *Approximate. * *Banquet Style Capacity ** *Does not include small board rooms or suite parlors. tIncludes non—meeting function space of 8,637 square feet. ttDoes not include auditorium. Sources: Individual hotels listed Maxfield Research Group, Inc. 33 Scanticon, the newest hotei in the area, emphasizes small and medium size con- ference potential in their marketing. The total of more than 20,000 square ' feet of space shown in the table for Scanticon is deceptive since the majority of this space is contained in small (under 500 square feet) conference rooms. The hotels along Interstate 394 (Highway 12) will be less competitive than other study area lodging facilities because of distance and the east -west ori- entation of the corridor. Active marketing by these facilities for large groups (particularly Sheraton Park Place and Radisson Minnetonka) will impact on large group business (500 persons or more) in the northwest area. Those hotels that will not be a major factor in competition are the Ambassador in St. Louis Park and the Quality Inn (formerly a Radisson Inn) in Plymouth. - The Ambassador is an outdated motel facility while Quality Inn has new little space for meetings or exhibits. Study area hotels will capture nearly all of the small group business leaving large banquets and consumer trade shows for a'larger facility such as the hip- podrome. Community group functions will also be more appropriate for the hip- podrome since hotels generally view these as secondary business generating less revenue than functions utilizing sleeping rooms. Government /Community Facilities Government /community facilities are those which have a primary function other than that of a trade show /meeting /banquet location. Space in these buildings is rented when it is not being used for its primary function. National Guard Armories are an example of a facility that is unused most of the time by its main occupant. These locations will be competitive with the proposed develop- ment primarily for small consumer /collector trade shows but also for other mis- cellaneous functions such as flea markets. Table 9 shows the study area gov- ernment/community facilities that rent out space. This list may not be all - inclusive since a number of such buildings do not actively market their space and are only used for occasional events. The table shows that most of the facilities have food service available, or at least preparation areas. A wide range of groups use the nine facilities listed from boxing matches to small trade shows to wedding receptions. This reveals the many various types of groups that are potential users of the proposed Earle Brown Farm development. Prices generally range from $250 to $500 per day, including miscellaneous ex- penses. Janitorial fees shown separately are usually mandatory.. Fees general- ly do not include any set -up /tear down, audio /visual equipment or security fees. Available space varies much more than price, ranging from approximately 7,000 square feet at the two armories to nearly 30,000 square feet at the Medina Ballroom and the Columbia Arena. The larger spaces all rent for $500 per day, as do some of the community centers. At least as much could be charged for the Hippodrome depending on the quantity of interior refinishing and support facil- ities added on or included in the stable. All of the facilities listed in the table have secondary locations, far less convenient than the Earle Brown Farm. This will also allow for higher rental rates. ' 34 MAP LEGEND Convention Hotels 1. Hyatt Regency 2. Marriott — City Center 3. Radisson - St. Paul �j 4. Radisson South Study Area Hotels 5. Ramada Inn North 6. Holiday Inn North 7. Sheraton Northwest 8. Scanticon 9. Quality Inn 10. Ambassador 11. Sheraton Park Place 12, Holiday Inn West 13. Radisson - Minnetonka 14. Skywood Inn 15. Country Hospitality Suites Hotel Community Facilities 16. Brooklyn Park Armory 17. Brooklyn Park Community Activities Center 18. Dayton Senior Center 19. Golden Valley Community Center 20. Robbinsdale High School Center 21. Fogerty Ice Arena 22. Medina Ballroom 23. Anoka Armory 24. Columbia Arena �- 35 � $ ( i ,1 r.)„ 1 �5. 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Brooklyn Park Not available $300 /day for businesses, Wedding receptions, Comm. Activities -Ctr. 250 capacity $400 /day for residents, anniversaries, ban 5600 85th Avenue N. $450 /day for non- residents. quets, business meetings. I Dayton Senior Center Not available $25 /hr. for food functions, Weddings, church 18461 Dayton Street 175 -200 capacity $20 /hr. non -food functions. groups, some group Dayton. meetings. Golden Valle t Valley No available $27 /hour Weddings, private Comm. Center 215 capacity meetings. 8200 Wayzata Blvd. Robbinsdale High School Not available $50 /hr, cafeteria Center Cafeteria - capacity , $35 to Just opened for 500 -600 ca p y $50 /hr. for media ctr., $20/ public use. Media Ctr. - 3 /N.A. hr. per classroom, all rooms Many classrooms 700sf. carry an extra $26.65/hr. for each /N.A. janitorial /security. Fogerty Ice Arena Ice surface area approxi- Starts at $500 /day for ice Concerts, dances, company 9250 Lincoln St. NE mately 17,000sf. surface, extra cost depending picnics, .$laine on traffic flow and clean -up costs. Medina Ballroom Large ballroom - 2,800sf. Large ballroom $500 /day, Small trade shows, wed- 500 Highway 55 1,600 capacity, 3 party party rooms $50 /day plus dings, dances, various Hamel /Medina Village rooms, 1,400sf. each, 100 food, Back 40 Bar $75 /day functions. capacity each, Back 40 Bar plus food. capacity 160. w v I= �- TABLE 9 STUDY AREA GOVERNMENT /COMMUNITY FACILITIES (Continued) Size (Sq. Ft)/ Facility/ Capacity Type Location (Banquet Style) Charge of Groups Anoka Armory 6,720sf. plus $160 /day for large space, Craft sales, collectors' 408 E. Main Street 970 sf. $210 /day including kitchen shows, wrestling, flea Anoka, Minnesota and mess hall plus $9 /hour markets, swap meets, janitorial. sports shows. Columbia Arena 29,000sf. $500 /day includes Small trade shows, col - 7011 University Ave. NE Not available. janitorial /security fees. lectors' shows, craft Fridley, Minnesota sales. Source: Maxfield Research Group, Inc. U.) au Study Area Restaurants /Banquet Facilities Table 10 lists study area restaurants that cater to groups and banquet facili- ties. These will be competitive with the proposed development for small and medium sized banquets of all types. None have the space of the Hippodrome for very large functions /banquets /dances of 1,000 or more persons. The table shows that most of the facilities can handle groups of 100 or fewer. Just 13 of 34 can handle the 150 to 300 person banquet that is the majority of this source of demand. Only one - Blainbrook Bowl in Blaine - can handle a banquet for 500 persons or more. This reveals that for very large functions, including such community events as high school proms, there is an inadequate supply of space in the study area forcing some groups to seek larger spaces (i.e., Town Square in downtown St. Paul) for their events. TABLE 10 STUDY AREA RESTAURANT /BANQUET FACILITIES Dinner Facility/ No. of Rooms/ Price I , Location Capacity Range Comments Restaurants Chuck Muer's Four /35 each $12.85 Private parties, smaller 694 at Shingle Crk. 18.16* company meetings. Brooklyn Center 10's Grill One /70 $ 4.95- Family parties, birthdays 5524 Brooklyn Blvd. 6.95 Brooklyn Center T. Wrights 30 -300 $10.36 - 5800 Shingle Crk. 22.95* Brooklyn Center Yen Ching 70t $ 6.50- Social parties and functions. 5900 Shingle Crk. 10.00 Brooklyn Center Bamboo House One /80 $ 7.00- Small company meetings wed 7321 Zane Avenue 10.00 ding parties, groom's din Brooklyn, Park ners, private parties. Chi -Chi's One /100 -110 $ 5.95- Parties, smaller meetings. 7355 Regent Av N. One/20 -25 12.95 Brooklyn Park ... 39 TABLE 10 STUDY AREA RESTAURANTS /BANQUET FACILTIES (Co Dinner Facility/ No. of Rooms/ Price Location Capacity Range Comments Restaurants - Continued �! Gordon's Supper Club One /35 $ 5.50- Shriners, Lion's Club, golf 7725 Zane Avenue N. One /95 20.00 tournaments, grooms dinners. Brooklyn Park Large room available Monday through Wednesday only. Kelly's Restaurant One /100 .$ 4.25- Men's Rotary banquets, 85th & Noble Avenue N. 5.50* groom's dinner. Brooklyn Park i - J.P. Mull gaps One /60 $11.00 Banquets, groom s dinners, 3005 N. Harbor Lane 14.95 bowling banquets, some wed- Plymouth ding receptions. Tea House One /20 -50 $ 7.25- Family parties, birthdays. 88 N. Nathan Lane 10.00 Plymouth Golden - - G en Valley House One /250 450 $ 7.95 Corporate lunches -& dinners, Motel & Restaurant Two /60 -125 12.95 CPA classes, sample sales, 4820 Highway 55 One/25 -40 wedding receptions, anniver- Golden Valley sary parties, many varieties of functions. Jax of Golden Valley One/20 -38 $ 9.95 Social parties, groom's din- 604 N. Lilac Drive 17.95 ner's, corporate dinners. Golden Valley Piazza's Ristorante One /30 $ 3.85- Family parties, groom's din 8851 7th Avenue N. 9.50 hers, anniversaries, some Golden Valley business meetings.` Samurai Japanese 60t $ 8.75- Banquets, wedding receptions, Steak House 14.50 Christmas parties. 850 Lousiana Avenue S. Golden Valley ... 40 TABLE 10 STUDY AREA RESTAURANTS /BANQUET FACILITIES (Continued) Dinner Facility/ No. of Rooms/ Price Location Capacity Range Comments Restaurants - Continued Nicklow's One /75 $ 9.75- Shriners functions, wedding 3516 N. Lilac Drive One /250 19.95 receptions, anniversaries, Crystal retirement dinners, corporate meetings. George's in Fridley One /200 -250 $ 7.95- Weddings, parties, corporate 3720 E. River Road 11.95 gatherings, sports banquets, Fridley political panties. Oriental House 15 -50t $ 3.50 - Birthdays, grooms dinners, 5865 University Ave. NE 7.00 anniversaries. Fridley Shorewood Inn 120t $ 5.95- Banquets. 6161 Hwy. 65 30.00 Fridley Tam's i R ce Bowl One /100 $ 7.00- Social parties, Lion's Club, 1160 Fireside Drive One /70 15.00* wedding receptions. On week - Fridley ends, rooms are not reserv- able. Dri Dock One /225 $ 4.00 - No alcohol served. Wed- 1638 NE Highway 10 15.00 ding receptions, parties, Spring Lake Park dances. Tequilaberry's** One /200 $ 9.95- Wedding receptions, groom's 133 NW Coon Rapids Blvd. 18.00* dinners, anniversaries. Coon Rapids Room available-Sunday through Thursday only. Cecere s One /25 $ 6.75- Groom's dinners, some wedding 214 Jackson St. 150 -200 11.50 receptions, birthday parties, Anoka a few meetings. 41 TABLE 10 STUDY AREA RESTAURANTS /BANQUET FACILITIES (Continued) Dinner Facility/ No. of Rooms/ Price Location Capacity Range Comments s Restaurants - Continued The Timberline One /30 $ 7.95- Corporate meetings, some com- 710 E. River Rd. One /35 13.95 munity group /social functions Anoka grooms, bowling banquets. Blainbrook Bowl One /600 $ 5.95- Mostly large social functions 12000 Central Ave. (3/200 or 2/300) 12.95 (weddings, holiday parties, Blaine etc.) Bombay Bicycle One /40 $ 4.00 Parties, anniversaries, wed- Club 11.95 ding rehersals, meetings. 199 Northtown Dr. Blaine Robert Lee 300t $ 4.95- Wedding receptions, retire- 2350 Palmer Drive 16.95 ment parties, birthdays. New Brighton Keys 5th Ave. Cafe 70t $ 3.00 - 1182 5th Avenue 6.25 New Brighton Dona.telle's One /140 $ 8.40- Bowling /sports, Christmas 2400 Highway 10 One /45 13.00* parties, retirement parties Moundsview weddings or groom's dinners. Banquet Halls Knights of Columbus One /150 $10.00- Anniversaries, groom's Crystal One /250 13.00 dinners wedding rec e p tions, g P , One /350 weight watchers. American Legion One /330 $ 4.25 Parties, weddings, community Coon Rapids 7.50 group meetings, political functions. 42 TABLE 10 STUDY AREA RESTAURANTS /BANQUET FACILITIES (Continued) Dinner Facility/ No. of Rooms/ Price Location Capacity Range Comments Banquets Halls - Continued j American Legion One /250 Food must be Evening business only; mostly Anoka One /250 catered in. weddings, a few corporate parties /meetings. VFW Hall One /100 Food must be Weddings /anniversaries, no Anoka One /50 -60 catered in. other types of business ex- cept VFW functions. American Legion One /160 $ 5.50- Weddings, parties, some Blaine 9.00 luncheons. VFW Hall One /300 $ 3.75- Weddings, retirement dinners g � , Blaine One /100 7.75 company parties, local draw area. *Menu price includes tax and gratuity. tPart of general dining room, but will reserve it for meetings and banquets. **Banquet space owned by adjacent Travel Suites Inn, food provided by Tequilaberry's. Source: Maxfield Research Group, Inc. Planned and Proposed Developments There is one hotel under construction in the area, the Northland Inn in Brook- lyn Park, and several more planned. None of them will have the total amount of meeting /exhibit space that exists in the Hippodrome. These properties will, however, be competitive for corporate business, some smaller selected trade shows and the social /community group business segments. This will make the market more competitive, even considering the expected growth of all sources of demand. None, however, will be able to handle the large groups attracted to the Hippodrome. Besides the Northland Inn, a planned hotel in Fridley will be the most competi- tive. Still in its initial stages, the Fridley project will be located in the northwest quadrant of the intersection of Interstate 694 and Central Avenue. - .� 44 CONCLUSIONS AND RECOMMENDATIONS ' Stud area g rowth trends and economic development documented in this report Study g e c evelopme a p show a vital commercial environment and growing residential base in the north- western portion of the metropolitan area. The site of the proposed development is adjacent to one of the largest retail concentrations in.the Twin Cities metropolitan area, a commercial district which also includes a growing office base. These factors, combined with nearby lodging facilities, excellent access and high visibility make the Earle Brown Farm an ideal location for a conven- tion trade show facility in the north area. Potential Demand Pote tial Our research indicated increasing demand from all types of groups with the strongest growth expected in corporate meetings, small exhibit /trade shows and social community functions, primarily banquets (including wedding receptions) and service club community group gatherings. Each source of demand is examined below. Although increasing demand exists for space, the small amount of reve- nue possible from each source indicates that no matter what trade show /meet ing /banquet facility concept is pursued, the complex will operate at a loss and need to be heavily subsidized. Conventions with Trade Shows, usually held during the week, are experiencing strong growth primarily Zn terms of number of attendees as opposed to number of groups, according to interviews we conducted and data we reviewed from meet- ing/trade show organizations. Most of these groups utilize sleeping rooms and those persons we interviewed were not open to the idea of splitting their meet- ings between different locations. Even if the entire convention could be held at the Earle Brown Farm, some meeting planners were reluctant to support a concept where group functions would be located in a different facility from the sleeping rooms. The unique setting of the Earle Brown Farm is a plus, but most of the groups inventoried have greater space needs than can be accommodated by the Earle Brown Farm. Many of these groups prefer a downtown setting or one close to the airport, according to our interviews. Finally, convention groups that utilize sleeping rooms typically get all or a substantial proportion of their meeting space for free. This minimizes the revenue potential for meeting space from these groups if sleeping rooms are not a part of a package deal. For these reasons, convention /trade show groups are not a good fit for a con- vention center on the Earle Brown Farm. Some groups will be attracted to the facility, but this segment will not be a primary source of demand nor will individual groups generate much revenue. Corporate Meetings will increase in frequency and represent large demand poten- tial for weekday business for a meeting facility at the Earle Brown Farm. These groups are usually small, however, and rarely need exhibit space. Large meetings and banquets would be well- suited to the Hippodrome and corporate meeting planners expressed support for a facility on the Earle Brown Farm. Corporate meetings are held on weekdays and thus would provide business com- plimentary to the peak banquet /trade show functions held in the evening and, in particular, on weekends. Pursuing these groups, however, would place the Earle Brown Farm in direct competition with local hotels. This business segment, like convention groups, is used to paying very little for meeting space, par- 45 titularly when a lunch or dinner is involved. Small meetings will generate as little as $50 per day. Larger groups generate more revenue but that varies significantly depending on total space utilized, number of breakout rooms need - ' ed and number of food functions. Corporate meetings would be an excellent source of business for a facility on the Earle Brown Farm, but the city must determine its willingness to compete with hotels in the area. Consumer Trade Shows including "hobby" shows are numerous although it is diffi- cult to ascertain specifics about total number and growth. We did discover that these groups are used to paying as little as $200 a day for locations with about half the space of the Hippodrome. Most of these groups are less concern- ed about quality of facility but do find access important. Based on our inter- views with managers of competing facilities, this business segment is growing and would be attracted to exhibit space on the Earle Brown Farm. Because ho- tels are rarely used by these groups, the potential conflict of interest issue would not arise when pursuing this source of demand. Social /Community Functions are projected to increase in number as the residen- tial and employment base of the study area continues its rapid expansion. Friday and Saturday nights are the most popular for this business segment, particularly gatherings such as wedding receptions, anniversary dinners, high school proms and reunions. Area hotels frequently turn down business, particu- larly for groups in the 300 to 500 person range. This is necessary because many facilities are booked up far in advance, particularly during peak times. Also, there are very few facilities in the north area that can handle 500 or more persons. Smaller community functions are easily accommodated in existing facilities but larger groups such as graduations, rallies and political gather- ings are not. These groups do not utilize many sleeping rooms and therefore are not attractive to hotels unless food functions are involved. These groups are well- suited to the Hippodrome but are not significant in number. Because of their non - profit community oriented nature, they too, are not big revenue producers. Competitive Issues The variety of groups which are potential users of the Hippodrome have other facilities to choose from in the north area. The increase in the supply of different types of facilities means that a complex on the Earle Brown Farm will be in competition for all types of groups. Four new hotels have opened (or will open shortly) in the area: The Ramada across Interstate 94 in Brooklyn Center, the Travel Suites Inn in Coon Rapids, the Northland Inn in Brooklyn Park and the Scanticon hotel /conference center in Plymouth. While all of these have meeting space available, none has as much exhibit space as would be avail - able in the Hippodrome. Their space, combined with existing hotels and restau- rants, will be sufficient to meet demand for corporate meetings and small and medium sized social /community functions over the next three years. With this competition, price and "package deals" relating to overall cost will become more important to these groups. Clearly, a trade show meeting facility will have to be subsidized by - commercial g Y uses of the remainder of the Earle Brown Farm or whatever entity may end up owning the Farm campus. The level of subsidy will relate to actual operating cost, amount of capital expenditures required to revitalize the farm buildings 46 'w and the extent to which the city or operator wishes to be price competitive with other facilities. Smaller hobby groups using exhibit space currently pay $200 per day for their space at the Anoka Armory. The new Brooklyn Park Armory however, receives $450 per day for such events while the Columbia Arena charges $500 per day. How much is charged will affect the level of demand from all groups and thus total revenue. The community service function must be factored into the equation, one which is less a consideration for hotels, banquet facil- ities and other types of space such as armories. We originally considered two concepts for the Earle Brown Farm. The first was a comprehensive convention /trade show complex (minus sleeping rooms) utilizing the E and H barns in addition to the Hippodrome /stable. This concept was re- jected for two reasons. First, the number of groups that would utilize the J entire complex is limited (as few as 10 to 20 per year, in our estimation) and would generate little revenue vis -a -vis the space used. This would necessitate selling the space to other groups, notably for local corporate and association meetings, increasing competition among area hotels and the Earle Brown Farm complex. Second, the E and H barns conceivably could be converted to uses producing greater revenue than meeting /exhibit space; revenue that would offset operating dosses from the Hippodrome /stable facility. Overall, competition would be lessened and total revenue greater utilizing only the Hippodrome /stable for trade shows meetings and banquets while converting the barns to office use. It should be noted that we did not examine the market feasibility of other .uses of the barn nor did we examine financial feasibility of any of the alternatives. We estimate that the Hippodrome /stable could attract up to ten conventions with trade shows annually, with some additional selected functions (i.e.,_ large ban- quets) for conventions utilizing area hotels. Corporate business usage will depend on how aggressively this source of demand is pursued. In any case, most groups are small and would thus use only a small portion of the proposed cen- ter, producing little revenue. Consumer trade and hobby shows could be booked for one - third to one -half of weekend days utilizing at least a portion of the Hippodrome. One -half of weekend evenings will be booked for social functions with peak demand occurring during April, May, June and December. a Recommended Development Concept We recommend that the Hippodrome be converted for use as a trade show ban PPo show/ banquet facility complimentary to the existing hotel facilities in the area, if the city is willing to absorb the inevitable operating losses. The business seg- ments appropriate for this facility are: 1) large banquets /community functions from north area groups, 2) consumer trade and hobby shows with exhibit space requirements of 13,000 square feet or less, 3) smaller conventions with trade shows with total space requirements of less than 15,000 square feet. petition for the last group will be from larger Twin City area hotels: Marriott and Hyatt Regency - downtown, Radisson South and Radisson St. Paul and Co t a lesser extent a number of other area hotels with 5,000 to 10,000 square feet of meeting and exhibit space. There will be little competition for ban- quet/community large group functions although revenue will be minimal from these groups. The consumer trade and hobby shows will also consider a variety '.' 47 of miscellaneous facilities in the north area. These groups are very price sensitive and, as such have little revenue potential. ,! pricing the Hippodrome at $500 per day or less will place it in a favorable competitive situation, particularly for the groups that consider the Earle Brown Farm in conjunction with gatherings at area hotels (i.e., conventions). up to $1,000 per day can be achieved from convention /trade show groups (8,000 square feet rentable times $.20 per square foot over two days) although this fee would be unacceptable to most community groups, area corporations and pro- moters of small consumer trade and hobby shows. We therefore recommend a rent- al rate of $500 to $1,000 per day, for the Hippodrome only, depending on the type of group booked, whether additional business is being provided to area hotels by the group and the exact financial implications relating to financial feasibility and operating deficit deemed acceptable. Operating deficits will have to be offset by income from the rest of the Earle Brown Farm. If only a portion of the Hippodrome is leased, this rent would be pro -rated based on space used. Design Considerations Hippodrome - We recommend the Hippodrome be converted to a banquet /exhibit hall with movable walls allowing for two or three concurrent functions or different uses by one group. The Hippodrome should be divisible into different combina- tions of three to six smaller rooms of various sizes. An entrance foyer should be added on the east side of the building, or where the Hippodrome is connected to the stable. The entrance foyer should provide sufficient space for pre- function gatherings, i.e., registrations and receptions. Space for coat stor- age and rest rooms should be allotted in this area. Servicing different groups using the Hippodrome at the same time may be diffi- cult without a service corridor along the west side. The entrance foyer could be used by service personnel, although this may interfere with other groups' activities. Stable - The stable is ideal for support functions and additional meeting space. An kitchen is essential to the success of the facility and could be located in the north section. Smaller meeting rooms (which can also function as coordinating offices by staff persons of groups using the facility) should be placed in the south section (nearest the Hippodrome) and, if possible on the second level of the north and south section. The central area can be used for smaller meetings and banquets or converted to restaurant use and re- served by larger groups when necessary. Miscellaneous Space Needs - Allowance for storage of chairs, tables, audio visual equipment and the like, must be made somewhere in the Hippodrome /stable facility. Also, the portable walls in the Hippodrome will need storage areas. These may be provided in the area added to the east end of the Hippodrome or, except for the portable walls, in the stable. On -site parking should be provided for between 400 and 500 cars. Although additional parking may be necessary, peak usage of the facility (evenings and weekends) will occur when other area parking lots are empty. 48 i n S g age should be provided on the streets in the area directing visitors to the proper entrance on Earle Brown Drive. The use of ithe water tower as an identifying landmark is also important and will increase awareness of the fa ' cility among motorists traveling on Interstate 94 and Highway 100. Marketing Considerations One firm or government entity should be designated to market the facility and coordinate business with area hotels. A staff person of the North Metro Con - vention Bureau would be most appropriate for this function. , Referrals for different types of business can be exchanged between the hotels and the conven- tion bureau to maximize efficiency based on size and type of group and when ' other area facilities are booked up. In addition, the Minneapolis and St. Paul convention bureaus and larger convention hotels will be a good source of refer- rals for groups ill- suited to their facilities (i.e., too small for the Minnea- polis Convention Center), The facility should be promoted in area convention business guides as well as in any marketing materials for the Twin Cities as a whole or for the north area. Extensive promotion should surround the renovation of the complex and, in particular, the grand opening. Press releases, newspaper, advertising and "groundbreaking" ceremonies should convey the nature of the complex when com- pleted and the variety of groups that will be served. Probably the best way to increase business is through capturing and maintaining a given group's business year after year and through word of mouth. The key marketing tool will be service. Friendly, cooperative staff persons, and high quality food will do as much to promote the facility as any advertising. If service and food quality is poor, much of the potential business for the facil- ity will be lost and difficult to regain. If flexible, efficient space can be provided along with good service and high quality food, the volume of business will be maximized. ' 49