Clackamas County Fair & Event Center_Final (2)

Presentation by: Southside ConsultantsAugust 4, 2016

S W

TO

• Variety of grounds• Relationships with media

sources • Community connections/

Cultural significance

• Bonds/grants • Improvement of marketing

efforts• Introduction of new events• Volunteer involvement• Demographic acquisition

• Lack of marketing personnel• Lack of commitment from

the county board• Not utilizing/maximizing

marketing efforts• Traditional mindset stifling

innovation• Not reaching all

demographics

• State of buildings• Competition• Loss of property

Key Competitors

Name 2015 Revenues ($000)

$ Labor per $ of Revenue

Location

Clackamas County Fair $991 $0.42 Canby, Oregon

Clark County Fair $3,120 (est.) $0.34 Ridgefield, Washington

Marion County Fair $197 $0.42 Salem, Oregon

Oregon State Fair $4,873 $0.07 Salem, Oregon

Washington County Fair $641 $0.45 Hillsboro, Oregon

Overall Market SummaryClackamas County Marketing Demographics

• 2014 Population 401,515

• Median Household Income $64,700

• High School Degree or higher 92.8%

• Bachelor Degree or higher 32%

• Median Age 41.1

• Male 49.1%

• Female 50.9%

Race Age

White 82.7%

Under 59%

Hispanic/Latino8.5%

5-1417%

Asian4.4%

15-2413%

Black/African American1.1%

25-4430%

Two or more races3.3%

45-6420%

65+11%

Overall Market Summary

Millennials:

• Largest generation by population

• Ages 18-34

• More disposable cash

• 2014: $1.3 trillion annual spending

• Majority spent on music-related events

Overall Market Summary

• Competitors have live music

• Fastest growing event

• 5.1% annual growth

• 2014: 32 mil. attended one festival

• 50% of attendees are Millennials

• Additional Revenue: food, drinks, parking

50%

20%

20%

6%4%

Live Music Concert

Fairs, Pageants, Ethnic Festivals& Other Events

Theatrical Performances

Nonfranchise Sporting Events

Public Appearances andSpeeches

Total $23.5 Billion

2014 Outdoor Entertainment Events

Competitive Analysis

• Ticket prices affect analyses

• Contractors used by competitors to reduce year round overhead costs

• Deferred maintenance costs

Key Economic Indicators

• Interest Risk

• Clackamas County information

• Market conditions

• Project financed

• County bond rating

• Issue size

• Yield rate changes

34.90%

65.10%

Have You Heard About the Upcoming Fair?

Yes No

Consumer Insights

51.30%

7%

9.10%

16.20%

15.20%

Survey Results

I am Unaware of AnyUpcoming Fairs

Television Commercials

Radio

Social Media

Advertisements on Transit

Word of Mouth

Other

Branding Pyramid

ResonanceCommunityEngagementAttachment

JudgmentQualityLoyalty

Innovative

FeelingFun

ExcitementCelebration

PerformancePrice

Service Effectiveness

Features

ImageryHappinessMoments

Family, Friends, Fun

Salience

Need Satisfied Differentiation

Perceptual MapInnovative

Low Variety

Traditional

Wide Variety

Target Market Profile

Increasing Fair Attendance – Step 1

Reduce spending on Transit & Increase AdSpend on Digital

• Utilize Facebook and join the Display Network

Increase Fair Attendance – Step 2

Run an Advertising Campaign in “Portland Family” and “PDX Parent”

• Achieve 2,230100 TA impressions & reach 44% of the market with 6 placements

Increasing Fair Attendance – Step 3

Build an “Opt-In” Email List

• Inform ticket-buyers of upcoming events

• Increase your communication

• Find out who you are talking to

Fair Marketing Return

Clackamas County Fair

Projected Marketing Conversion Rates

Facebook 66

Google Display Network 2,800

Magazines 3,345

Radio 1,500

At $9 Ticket Price = $69,400 Revenue

Increasing Rental Acquisition – Step 1

Segment the Target Market

Small Medium Large

Increasing Rental Acquisition – Step 2

Develop a Detailed Rental Packet

• Demographics of area

• Stats for buildings/amenities offered

• Downloadable e-version

Increasing Rental Acquisitions – Step 3

Join a Display Network

Operations Recommendations

Host Music Festivals

• 2 two-day events

• Family friendly

• Local talent bonus

• Two ways to proceed

Operations Recommendations

Music Festival Requirements

• Talent

• Personnel

• Equipment

Operations Recommendations

Hire an Event Coordinator/Planner

• Knowledge and Experience

• Cost Savings

• Time Savings

Operations Recommendations

Utilize an Internship

• Motivated and Energetic

• New Perspective

• Tech and Social Media Savvy

Finance Recommendations

• Funds needed

• $6.2 million

• Cost of marketing

• Grants as an option

• $5,000-$25,000

• Not enough

Finance Recommendations

Revenue Bond

• $2.2 million bond

• 4% fixed interest

• Payments of $200,000 per year

Feasibility

• High credit rating

• Low county debt

• No taxpayer vote required

Finance Recommendations

Current Projection

Low End Projection

High End Projection

Net Cash Income From All Sources ($)

(601,037) 475,970 1,137,062

2016-2017 Projections

Thank You!