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CLEARWATER AMPHITHEATER, ASSESSMENT AND OPPORTUNITIESClearwater Amphitheater Assessment and Opportunities February 25, 2019 Study Brief • There are divergent opinions on the latest amphitheater plan relative to the original bandshell plan. • Our job is to make a recommendation on the optimal concept, including issues relating to its purpose, it's functional capabilities, flexibility, seating options & capacities, amenities and covering options. • What's the right balance between the amphitheater and the park? • The next phase of our work is to address how a preferred venue option be programmed, operated and financially sustained to maximize value delivered to the City of Clearwater. The market assessment • What are the characteristics, growth and trends relating to permanent residents, seasonal residents and visitors as audiences? • What is the level and nature of demand on the part of local and regional users and promoters? • What is the regional competitive opportunity? • What is the best project to advance community goals? Context • Imagine Clearwater plan published in Jan 2017 by HR &A to revitalize 23 acre waterfront area. Included "The Green," a four -acre lawn with state -of- the -art bandshell. This was a community - driven master planning process. • 2018 Downtown Redevelopment Plan noted the importance of "The Green" to support a variety of activities to support downtown redevelopment. • Discussions with REH and others lead to idea of the larger amphitheater, attractive because it could generate net revenue for the City and drive downtown revitalization. Goals of the project • Project goals from Imagine Clearwater: — Make the waterfront the heart of Clearwater — Celebrate the City's authentic history and identity — Provide public access to safe and beautiful natural amenities — Connect to the rest of Clearwater — Be a catalyst for a more vibrant downtown to drive economic and fiscal wellbeing • Goals often expressed in interviews regarding the amphitheater /bandshell: — Drive revitalization of downtown — Generate sufficient revenues to subsidize operations of the entire site. 5 Relevant charter restrictions • Prohibits the sale, donation, lease or conveyance of any property designated recreation open space on the City's comprehensive land use plan - the property can be leased for an existing use; • Prohibits the development or maintenance of the property for other than open space and public utilities together - Provides for a City -owned bandshell and associated facilities including removable seating; • Prohibits the sale, donation or lease or other transfer or use of the property for other than city facilities without a referendum; • "The Green" must be used for public parks and places of recreation only. Forces + Trends: Amphitheaters • Venues supporting a broader experience • Temporary, pop -up and retractable elements • Venues built into the landscape • The "premium" experience ICEIZZIZIE113131 Cr,u4atxr *troki StV'eitet Page 8 VINA ROBLES A MP H17 HE A ER E s- 1 t_ CT 0 Page 10 Cr 11 Page 12 m ,rt'YiCefi nr „Ca par A1M Page 14 Page 15 1$11111111111 CD cr CT Page 17 Page 18 CD O- CT Page 19 CD 113" ertrICIPS frulnaqr, c.:aFafalts Coachman Park City of Clearwater 50 -mile Radius Market analysis Source: Mango Maps Coachman Park City of Clearwater 50 -mile Radius Bryan Adams Concert • ZZ Top Concert • George Clinton Concert • 2018 Sea -Blues Festival CD Market analysis Source: Mango Maps Market analysis Coachman Park Concerts + Events* Total Mapped Ticket Buyers Clearwater, FL 50 -mile Radius Beyond 50 -miles ZZ Top 5,260 Ticket Buyers /Market Segment by Event Bryan George Sea - Adams Clinton Blues Total 4,271 550 1,799 11,880 479 391 66 78 3,422 3,178 376 711 1,359 702 108 1,010 1,014 7,687 4,193 *Events include: ZZ Top & John Fogerty, Bryan Adams, George Clinton & Parliament Funkadelic, 2018 Sea -Blues Festival cr 0 Percent of Ticket Buyers /Market Segment by Event Bryan George Sea - Adams Clinton Blues ZZ Top 9% 9% 12% 4% Total 9% 65% 74% 68% 40% 65% 26% 16% 20% 56% 35% 23 Market analysis 125,000 100,000 75,000 50.000 25000 0 Population Growth: Clearwater, FL ■ 2000 Census . 2010 Census . 2019 Estimate 2024 Projection Source: Environics Analytics 4,000,000 3,600, 000 3,200,000 — 2,800,000 _.. 2,400,000 — - - -- 2,000,000 1,600,000 1,200,000 800,000 — 400,000 Population Growth: 50 -mile Radius . 2000 Census ■ 2010 Census • 2019 Estimate 2024 Projection 24 Market analysis Graduate or Prof. Degree Bachelor's Degree Associate Degree Some College, No Degree High School Graduate (or GED) Educational Attainment mommila low issmismssi Clearwater • 50- mile Radius ■ USA 0% 5% 10% 15% 20% 25% 30% Source: Environics Analytics Market analysis $150,000or more $100,000 to $149,999 $75,000 to $99,999 $50,000 to $74,999 $25,000 to $49,999 Less than $24,999 Household Income Distribution ■ Clearwater • 50 -mile Radius ■USA 0% 5% 10% 15% 20% 25% 3( Source: Environics Analytics $70,000 $60,000 $50,000 $40,000 $30,000 Median Household Income 2000 2019 2024 Clearwater SO-mile Radius —•— 11 SA 2( CD Market analysis Age 65+ 55 to 64 45 to 54 35 to 44 25 to 34 18 to 24 17 and under Age Distribution • Clearwater r • 50 -mile Radius • USA 0% 5% 10% 15% 20% 25% Source: Environics Analytics Market analysis Other American Indian /Alaskan Native Alone Asian Hispanic /Latina /o /x B lac k/Af r is an American White (Non - Hispanic) Race + Ethnicity 0% 10% 20% 30% 40% 50% Clearwate r • 50- mile Radius ' USA 60% 70% Source: Environics Analytics Market analysis Other Language Asian Pacific Islander Language IndoEuropean Language Spanish English Language Spoken at Home 0% 20% 40% 60% 80% Clearwater • 50- mile Radius • USA Source: Environics Analytics CD Market analysis: seasonal residents mArLaq!'1 +, a�wcea . <arP'xa��a City of Clearwater Housing Units Source: 2010 Census • Occupied Housing Units • Seasonal, Recreational, or C ccasional Use Units Vacant Units Market analysis: visitors • Travel for vacation • Stay an average of 7.2 days • 5.23M rooms were sold in St. Pete + Clearwater in 2017 • Most travel by air and fly into PIE or TIA • Travel as couples or families • Beaches and weather are motivating factors for visit • 12% of visitors surveyed attended a festival or special event • Majority of visitors have been to St. Pete /Clearwater before (mean number of past trips is 9.6) • Mean travel party spending of $320.65 • Majority of visitors do not feel any improvements are needed to enhance visitor experience • Statewide, 116.5M visitors came to Florida in 2017, a new record Source: VisitSt. Petersburg /Clearwater 2017/18 Visitor Profile prepared by Destination Analysts, Inc. 31 Market analysis: visitors • Mean age: 52.9 • Mean household income:$92,043 • Married /partnered: 71% • Ethnicity: 86% Caucasian • From USA: 81% • State of origin: Florida (21 %), Ohio (15 %) • MSA of origin: Tampa (9 %), Sarasota- Bradenton (8%) Source: Visit St. Petersburg /Clearwater 2017/18 Visitor Profile prepared by Destination Analysts, Inc. 32 Market analysis: Comparable Markets Permanent Outdoor Amphitheaters + Bandshells in Comparable Markets *Excluding Areans, Stadiums, and Temporary Sites Clearwater Lakewood Carlsbad Concord Regional Market Definition Tampa -St. Petersburg - Clearwater, FL Metro Area Denver - Aurora- Lakewood, CO Metro Area San Diego - Carlsbad, CA Metro Area Charlotte- Concord- Gastonia, NC -SC Metro Area Local Market Population (2018 Estimate) 115,513 154,958 115,330 92,067 Regional Market Population (2018 Estimate) Outdoor Performance Venues (2000 seats 3,091,399 or more)* 2,888,227 3,337,685 2,525,305 # of venues 3 5 6 3 # of seats 34,400 42,275 35,572 37,500 Outdoor seats per capita 1 0.011 0.015 0.011 0.015 *Excluding Areans, Stadiums, and Temporary Sites Comparable Markets Facility Name Total Seating Covered Uncovered Lawn Flexibile City Owner Operator Seating Seating Seating Seating E" a Florida State MIDFLORIDA Credit Union 19,900 9,900 0 10,000 N Tampa Live Nation a y b 12 m mg a u_ Jannus Live 2,000 0 0 2,000 Y St. Petersburg Global Global Entertainment Entertainment eon E , Coachman Park Bandshell 12,500 0 0 15,000 Y Clearwater City City U Fiddler Green 17,000 0 7,000 10,000 N Greenwood Private AEG Village Levitt Pavilion 7,500 0 0 7,500 N Denver City Nonprofit Grant Amphitheater 5,000 0 0 5,000 N Littleton City City Hudson Gardens 3,250 0 0 3,250 N Littleton City Private Red Rocks Amphitheatre 9,525 0 9,525 0 N Morrison City /County City /County North Island Credit Union Amp 19,492 0 9,468 10,024 N Chula Vista Live Nation Live Nation Starlight Bowl 4,300 0 4,300 0 N San Diego City City Cal Coast Credit Union Amp 4,280 0 4,280 0 N San Diego University Nonprofit Kit Carson Amphitheater 3,000 0 3,000 0 N Escondido City City Moonlight Amphitheater 2,000 0 908 1,092 N Vista City City JuniorSeau Pier Amphitheatre 2,500 0 0 2,500 Y Oceanside City City Denver - Aurora - Lakewood, CO Metro Area San Diego - Carlsbad, CA Metro Area 2 Charlotte Metro Credit Union 5,000 0 2,000 3,000 N Charlotte Private Live Nation 8 Amphitheatre c 0 o m Z) a` PNC Music Pavilion 19,500 0 9,500 10,000 N Charlotte Live Nation Live Nation 3 O o L 0 c.9 Paladium at Carowinds 13,000 5,000 8,000 0 N Charlotte Private Private Market analysis: conclusions • The market is large and growing • Significant differences between full- timers, seasonals and visitors suggests need for segmented approach to programming and marketing • Some opportunityfor culturally and linguistically - specific programs • Visitors traveling for beaches and weather. The segment is attractive in terms of "destination" acts and the "destination" park. • Comparable markets analysis suggests that this region has the capacity to support current /planned facilities 35 Florida Amphitheaters + Bandshells TALLAHASSE JACK ;. w ,' " • . • • • 36 Facility Name MIDFLORIDA Credit Union Amphitheater Coachman Park Bandshell Jannus Live Local outdoor facilities Total Covered Uncovered Lawn Flexibile Seating Seating Seating Seating Seating City Owner Operator 19,900 9,900 0 10,000 N Tampa Florida State Live Nation Fairgrounds 12,500 0 0 15,000 Y Clearwater City City 2,000 0 0 2,000 Y St. Petersburg Global Global Entertainment Entertainment 37 Regional facilities Facility Name Coral Sky Amphitheater Centre of Tallahassee Amphitheater University of Florida - Flavet Field Bandshell Twin Oaks Amphitheatre Walt Disney - Hollywood Hills Amphitheater Bayfront Park Amphitheater Orlando Amphitheater Florida National Pavilion - Metropolitan Park Aaron Bessant Park Amphitheater Apopka Amphitheater Sunset Cove Amphitheater Univ. of Northern Florida - Coxwell Amphitheater Miramar Regional Park Amphitheater Rock Crusher Canyon Amphitheater Total Seating 20,000 20,000 20,000 15,000 10,900 10,600 10,000 10,000 7,500 6,500 6,000 6,000 5,000 5,000 Covered Uncovered Lawn Seating Seating Seating 8,000 0 12,000 10,000 0 10,000 0 0 20,000 0 0 15,000 0 7,900 3,000 2,600 0 8,000 0 0 10,000 10,000 0 0 0 0 7,500 0 1,500 5,000 0 0 6,000 0 0 6,000 3,000 0 2,000 0 0 5,000 Flexibile Seating N City West Palm Beach Y Tallahassee N Gainesville N Silver Springs N Orlando N Miami N Orlando Y Jacksonville N Panama City Beach N Apopka N Boca Raton N Jacksonville Y - All Miramar N Crystal River Owner Operator South Florida Fair Live Nation Private University State Private City Central Florida Fair City SMG University West Coast Florida Events Private Management Trust Central Florida Fair City City City City City County County University University City KLASS -EX Private Private Regional facilities Facility Name Hunter Amphitheater Daily's Place Amphitheater Spanish Springs Town Square Lake Sumter Landing Square Brownwood Paddock Square Saint Augustine Amphitheatre Daytona Beach Bandshell Mizner Park Amphitheatre Key West Amphitheater at Truman Waterfront Capital City Amphitheater Pompano Beach Amphitheatre Seawalk Pavilion ArtsPark Amphitheater at Young Circle Seabreeze Amphitheater Bo Diddley Plaza Total Seating 5,000 5,000 5,000 5,000 5,000 4,900 4,500 4,200 3,500 3,500 3,000 3,000 2,500 2,000 2,000 Covered Seating 0 5,000 0 0 0 3,283 0 0 0 0 0 0 0 0 0 Uncovered Lawn Flexibile City Owner Operator Seating Seating Seating 0 5,000 N Pensacola 0 0 Y - Pit Jacksonville 0 5,000 Y The Villages 0 5,000 Y The Villages 0 5,000 Y The Villages 1,617 0 Y - Pit 4,500 0 Y - All 4,200 0 Y- All Boca Raton Key West Tallahassee Saint Augustine Daytona Beach 0 3,500 1,500 2,000 3,000 0 0 3,000 0 2,500 0 2,000 0 2,000 N N N N N N N Pompano Beach Jacksonville Beach City City Private Private Private County City City City County City City Hollywood City Jupiter County Gainesville City SMG Bold Events Private Private Private County City City City County City City City County City Historical Use of Coachman Park - 2018 Events Utilization Month Event Days Days of Set-Up / Tear -Down^ 19th Annual Clearwater Distance Classic January 1 2 Clearwater Sea -Blues Festival February 3 10 WiLD Splash Concert March 1 10 Iron Girl Half Marathon /5k April 1 2 26th Annual Easter Egg Hunt April 1 1 Bay2Beach Arts Festival April 3 14 Relay for Life May 2 2 George Clinton & The Parliament Funkadelic May 1 7 John Fogerty & ZZ Top (Blues & Bayous) June 1 7 Clearwater Celebrates America July 1 10 PB &J Run September 1 2 Clearwater Super Boat National Championship Festival 2018 September 1 2 Clearwater Jazz Holiday October 4 14 Hispanic Heritage Concert October 2 10 Instrument Transformers October 1 1 Phil Doganiero 3 Bridge Race November 1 2 KnowBe4 Holiday Carnival December 1 3 Island Estates Boat Parade December 1 2 Say No To Drugs Holiday Classic December 1 2 Florida Brass Alumni and Bugle Corps Holiday Concert December Canceled* - TOTAL 0 28 103 'Dancelled due to Weather ^ Estimates based on interviews, scale of event, and proximity of event to other events Community users Potential Community Use of Imagine Clearwater Bandshell Clearwater Sea -Blues Festival Annual Easter Egg Hunt WiLD Splash Concert Hispanic Heritage Concert Clearwater Jazz Holiday IEYC Memorial Boat Parade Clearwater Celebrates America Bay2Beach Arts Festival Florida Orchestra PB &J Run Estimated Event Days in New Outdoor Space 3 1 1 1 4 1 1 3 1 2 Event Require Event Require Bandshell Seating Y Y Y Y Y N Y Y Y N N Y N N N Event Require Covering Low Capacity Capacity Average High Capacity Capacity 7,000 8,000 9,000 N 7,000 8,000 9,000 7,000 8,000 9,000 7,000 7,500 8,000 N 6,000 7,500 9,000 N 6,500 7,000 7,500 6,000 7,000 8,000 4,000 5,000 6,000 Y 2,500 3,000 3,500 N 1,750 2,000 2,250 TOTAL 18 (D CT 8 1 1 Additional Users • Ruth Eckerd Hall — Previously hosted 6 events in Coachman Park — Interest in renting revenue 20x per year — 3,000 to 4,000 seated capacity with cover • Live Nation + AEG — Interested in presenting shows — Currently route across FL outdoor music venues • Local Promotors Capacity • Before looking at options, let's consider seating capacity. • Comparable Markets: — Majority of "boutique" venues have a total seating capacity between 3,000 and 5,000 — Only one comparable has covered seating — Seated capacity could be in the 2,500 -3,000 range • Local + Regional Venues: — No facilities exist between 10,000 and 15,000 seats — Three "boutique" venues across the state have covered seating, the rest offer flexible, un- covered seating or m lawn seats CT 43 Q Capacity • Lawn Capacity • Comparable venues indicated flexibility is a key to success for their venue • Lawn and flexible seating arrangements allow operators to stage festivals, community gatherings, fitness classes AND live entertainment events • Interviews suggest lawn seat ticket buyers are just as inclined to buy F &B offerings as seated ticket buyers • Concert events are promoted as Rain or Shine events, encouraging audiences to come prepared with ponchos and rain gear • Anecdotally, un- covered venues find more tickets sold closer to the event because they believe audiences are waiting to see the weather forecast • The lawn capacity could be closer to 10,000, but not if that reduces the park size. But for the Jazz Festival... 44 Conclusions • There is a market opportunity for a bandshell or an amphitheater. • The current amphitheater concept works from a market perspective and supports some community goals. • The original concept works from a market perspective and supports other community goals. • We believe there is a slightly different concept that also works from a market perspective and responds to more community goals. 45 Bandshell concept • Functionality: This is a public park that can occasionally be used for community events and touring entertainment. There is a gentle slope down to a bandshell that provides adequate sightlines but still supports q g pports other park-activities • Capacity: As many seats as are needed for specific events, with a total maximum capacity of 18,000. • Flexibility: Seats can be removed, but the slope is fixed • Stage: Small permanent covered stage with limited backstage g accommodations. Stage size approx. 2,400 sf • Tech: Minimal package of sound and lighting equipment supplemented by touring acts • Amenities: Temporary food and beverage outlets brought in for events. Permanent and temporary restrooms. 46 Bandshell challenges • What is the risk and financial downside of not covering the audience? • Is the stage and audience area large enough to attract the performers the community wants to see? • How many portable seats are required? Simsbury PAC 000, = #41 .000 0000 ,04,0,H00.0000000,0* 00w=0000,0000000000,1000.000" 011 Simsbury PAC 40. )1) ) ".. *AII4 _-\-\1), i,--, /.-/ .7 " ' ' ■ 4 , A </4(- Simsbury PAC Koka Booth oft4.".' Inimplim. wow. CD D- erwet ,rKa-por.liod Koka Booth gip Cr r a r cris Koka Booth CD CT art4gt Tee„,, nrpo =a,a Daytona Beach Bandshell 55 Daytona Beach Bandshell Daytona Beach Bandshell ifiRr National Championships EPIC ij E $c8r rnt1s.cnm wc& 1ds,com Amphitheater concept • Evolved from the original concept with input from Ruth Eckerd Hall and others. • Purpose: Attract world -class artists and entertainers to Clearwater, bringing audiences from around the region, generating more revenue and driving downtown spending and revitalization. • Functionality: Focus is on large music events • Capacity: 3,500+ seats under cover plus lawn seating to a maximum of 15,000. • Flexibility: Seats can be removed, but the rake is fixed • Stage: Large permanent covered stage with full backstage accommodations • Tech: Basic package of sound and lighting equipment supplemented by touring acts • Amenities: VIP, concession and some restroom buildings plus area for food trucks and additional temporary restrooms. • Funding: REH has suggested that an outside partner would contribute capital to the amphitheater development project. Depends on arrangements. 58 Amphitheater challenges • Does the venue align with the goals of the Imagine Clearwater project? • Can it be profitable? • Can the venue be restored as a park after a performance? • Will events increase spending in downtown Clearwater? • What is the optimal capacity? Pompano Beach -- ---' - Cynthia Woods Mitchell Pavilion V CT Saint Augustine Amphitheatre mpryatier ^*"1 vice orprr.fr t Saint Augustine Amphitheatre Saint Augustine Amphitheatre A modified concept • Purpose: Push capacity, functionality, flexibility and technical capabilities up from the small venue in order to support larger events while minimizing scale and impact of the facility so as to honor the park concept • Functionality: Support community events and large touring events. • 2,500 -3,000 seats and up to 10,000 total. • Explore the integration of the structures into the park site, flexible seating systems, a flat floor component, retractable elements (over stage and seating) and pop - up amenities and backstage 69 New concept challenges • Is there technology sufficiently advanced to support flexible seating systems and a retractable roofs in a cost-effective manner? • Can the amphitheater elements be sufficiently minimized so as not to compromise the park concept? • Do the operating costs associated with preparing the venue for a performance make the venue prohibitively expensive to sustain? • Can these facilities deal with a wide range of other community events? 70 Addison Circle Park Addison Circle Park GARDEN CENTRAL PLAZA CD Mart,t^tte.1 •,;Orfiit'411114 Addison Circle Park '11°—'""2"ammow..— ?"1 Addison Circle Park Addison Circle Park Mizner Park Amp Mizner Mizner Park Amp 7 8 Cr Mizner Park Amp 79 Ascend Amphitheater ,i Cr Ascend Amphitheater Ascend Amphitheater Ascend Amphitheater ‘,. 83 Profitability of Amphitheaters Facility Name Total Owner Operator Net Revenue to Owner Capacity St. Augustine Amphitheater 4,900 County County $1,118,222 Ascend Amphitheater 6,800 City Live Nation $400,000 Daytona Beach Bandshell 4,500 City City $56,000 Pompano Beach Amphitheater (2017 -18) 3,000 City AEG $25,940 Simsbury Performing Arts Center 10,000 City City $12,000 Koka Booth 7,000 City SMG ($350,000) Pompano Beach Amphitheater (2016 -17) 3,000 City Private Operator ($800,000) Bayfront Amphitheater 10,600 City Park Trust ($1,930,000) Cynthia Woods Mitchell Pavilion 16,500 City Nonprofit ($2,000,000) 84 Outside threats • The presence of guns on the site will limit the artists who will come. • Increasing traffic and road congestion will dissuade ticket buyers. In summary • Covered seats, excellent tech & expanded backstage will attract strong promoters who will book higher level artists who will attract regional audiences who will positively impact downtown Clearwater. • The fully developed amphitheater serving a range of community goals is not likely to generate significant profits for the City. The key driver of profits is F &B. • The latest seating plan and cover can be slightly reduced. More importantly, there should be a deeper exploration of the opportunities for temporary, flexible and retractable elements so as to enhance the park -like setting when the amphitheater is not in use. This will allow the project to serve the other important goals that came out of the public input process. Also important is maintaining the slight rake. • The City must also take a position on outside threats. 86 Discussion • Have we fairly and completely described situation and the prospects for the project? • What additional information is required to move forward? • What parallel physical planning is appropriate? • With your blessing, I would now like to proceed with business planning based on our modified concept 87