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Orange County Convention Center DistrictOrange County Convention Center District
Property Owners’ AssociationProperty Owners’ AssociationLong-Range StrategicLong-Range Strategic PlanPlan
March 10, 2009
Long-RangeDistrict
Strategic PlanDiscussion TopicsDiscussion Topics
•Public-Private Process•Strategic Initiatives•The Vision•Impact of Vision•Next Steps
2
Long-RangeDistrict
Strategic PlanDiscussion TopicsDiscussion Topics
•Public-Private Process•Strategic Initiatives•The Vision•Impact of Vision•Next Steps
3
Long-RangeDistrict
Strategic PlanPublic-Private ProcessPublic-Private Process
4
Property Owners AssociationProperty Owners Association
A Public-Private Partnership is Leading the Strategic Planning
Rosen Hotels and Resorts
Rosen Hotels and Resorts
Orange CountyConvention Center
Orange CountyConvention Center
UCPM/Thomas Enterprises
(N/S Center Adjacent Land Owner)
UCPM/Thomas Enterprises
(N/S Center Adjacent Land Owner)
Peabody Hotel GroupPeabody Hotel Group
Rida Development Corporation
(Hilton)
Rida Development Corporation
(Hilton)Orange County Orange County
Long-RangeDistrict
Strategic PlanBCC MilestonesBCC Milestones
5
July 2007
• County Mayor directed staff to update OCCC Strategic Plan
Fall 2007
• Property Owners’ Association (POA) agreed to fund and guide process
• Convention Center Client input creates framework
• Identified 10 Preliminary Strategic Initiatives
February 2008
• BCC endorsed the concept of the global vision
• Directed staff to continue POA’s Strategic Planning Process
• Directed staff to work with property owners and developers
June 2008
• BCC authorized UCPM to act as the County Authorized Agent for Plan Development for the Phase V site Preliminary Subdivision Plan
• Directed Staff/DRC to review plans
• Directed staff to begin any transaction negotiations
Long-RangeDistrict
Strategic PlanDiscussion TopicsDiscussion Topics
•Public-Private Process•Strategic Initiatives•The Vision•Impact of Vision•Next Steps
6
Long-RangeDistrict
Strategic PlanStrategic InitiativesStrategic Initiatives
• Convention Hotels – 3 to 4 1,500± room convention hotels – “Laminated” to OCCC
• Restaurant/Entertainment/Retail– Convention Delegate and Resident
Focus– “Laminated” to the N/S OCCC
• Parking– Coordinated– Public/Private Development Approach
• District Circulation– Pedestrian Bridges– Dedicated Bus Loops– Elevated People Movers
• Guidelines– Ground Transportation– Way Finding– Signage
7
Gu
est
Am
en
ities
Tra
nsp
orta
tion
Long-RangeDistrict
Strategic PlanTarget Market FeedbackTarget Market Feedback
• Interactive On-line Presentation/Survey– OCCVB Target Market List -1,750 Groups
– Sent to 950 groups with emails
– Solicited 50+ MATSO and SISO members
• 950 Groups Represented– 8 mil in Attendance (8,500 average)
– 13 mil Room Nights (14,000 average)
– 185 mil SF Rented (300,000 average)
8
Long-RangeDistrict
Strategic PlanPropensity to BookPropensity to Book
How likely are you to book OCCC?How likely are you to book OCCC?
162 responses
Long-RangeDistrict
Strategic Plan
0% 10% 20% 30% 40% 50% 60% 70% 80%
Ground Transportation
Parking
Wayfinding
Expanded Circulator
Pedestrian Bridges
Attached Hotels
District Circulator
Mass Transit to Airport
Rest./Entertainment
Times Mentioned by Those Increasing Booking Propensity
Target Market PrioritiesTarget Market Priorities
What will it take to increase your desire to book What will it take to increase your desire to book OCCC?OCCC?
Long-RangeDistrict
Strategic Plan
0% 10% 20% 30% 40%
Every 10 Years
Every 5 Years
Every 3 Years
Every Other Year
Annually
31%
55%
Booking FrequencyBooking Frequency
Long-RangeDistrict
Strategic PlanDiscussion TopicsDiscussion Topics
•Public-Private Process•Strategic Initiatives•The Vision•Impact of Vision•Next Steps
12
Long-RangeDistrict
Strategic PlanThe VisionThe Vision
•West Convention Center
•North/South Center
•Connecting the District
13
Long-RangeDistrict
Strategic PlanOCCC I-Drive Pedestrian BridgeOCCC I-Drive Pedestrian Bridge
14
OCCC West Building
Peabody HotelImprove
International Drive traffic flow and pedestrian safety by building elevated bridge across I-Drive
14
Long-RangeDistrict
Strategic PlanOCCC I-Drive Pedestrian Bridge Concept OCCC I-Drive Pedestrian Bridge Concept
15 15Rhodes + Brito
Long-RangeDistrict
Strategic PlanRosen Centre Expansion Rosen Centre Expansion
16
Rosen Centre Expansion• 55,000 sf ballroom• 20,000, sf meeting• 2,700 sp parking• Pedestrian Bridges
Rosen Centre Expansion• 55,000 sf ballroom• 20,000, sf meeting• 2,700 sp parking• Pedestrian Bridges
16
Long-RangeDistrict
Strategic PlanRosen Plaza Expansion Phase IRosen Plaza Expansion Phase I
17
Rosen Plaza Phase I• 40,000 sf ballroom• 15,000 sf meeting• 1,000 sp parking
Rosen Plaza Phase I• 40,000 sf ballroom• 15,000 sf meeting• 1,000 sp parking
17
Long-RangeDistrict
Strategic PlanRosen Plaza Expansion - Phase IIRosen Plaza Expansion - Phase II
18 18
Rosen Plaza Phase II• 700-800 rooms• 55,000 sf
Ballroom/meeting• 1,500± Hotel/OCCC
parking• Pedestrian Bridges
Rosen Plaza Phase II• 700-800 rooms• 55,000 sf
Ballroom/meeting• 1,500± Hotel/OCCC
parking• Pedestrian Bridges
Long-RangeDistrict
Strategic PlanWest Convention Center Master PlanWest Convention Center Master Plan
19
Rosen Centre Expansion• 55,000 sf ballroom• 20,000, sf meeting• 2,700 sp parking• Pedestrian Bridges
Rosen Centre Expansion• 55,000 sf ballroom• 20,000, sf meeting• 2,700 sp parking• Pedestrian Bridges
Rosen Plaza Phase I• 40,000 sf ballroom• 15,000 sf meeting• 1,000 sp parking
Rosen Plaza Phase I• 40,000 sf ballroom• 15,000 sf meeting• 1,000 sp parking
19
Rosen Plaza Phase II• 700-800 rooms• 55,000 sf
ballroom/meeting• 1,500± Hotel/OCCC
parking• Pedestrian Bridges
Rosen Plaza Phase II• 700-800 rooms• 55,000 sf
ballroom/meeting• 1,500± Hotel/OCCC
parking• Pedestrian Bridges
Long-RangeDistrict
Strategic Plan
North/South Convention Center Master North/South Convention Center Master PlanPlan
Hilton Hotel1,400 rooms
Peabody
1,640 rooms
Rosen Centre1,334 rooms 20
Long-RangeDistrict
Strategic PlanConvention Way HotelsConvention Way Hotels
Convention Way
Hotel I750± rooms
Convention Way
Hotel II750± rooms
21
Long-RangeDistrict
Strategic PlanConvention Way Hotel Concept Convention Way Hotel Concept
22
International Drive
Long-RangeDistrict
Strategic PlanNorth Hotel North Hotel
North Hotel1,400± rooms
Long-RangeDistrict
Strategic PlanNorth Hotel Concept North Hotel Concept
24
Universal
Boulevard
Long-RangeDistrict
Strategic PlanRestaurant/Entertainment/RetailRestaurant/Entertainment/Retail
PondAmenity
Restaurant/Entertainment
500,000 SF(250,000 Phase I)
Long-RangeDistrict
Strategic PlanRestaurant/Entertainment/Retail ConceptRestaurant/Entertainment/Retail Concept
26
Universal
Bou
levard
Long-RangeDistrict
Strategic Plan
North/South Convention Center Master North/South Convention Center Master PlanPlan
27
North Hotel1,400± rooms
PondAmenity
Restaurant/Entertainment500,000 SF
(250,000 Phase I)
Convention Way
Hotel I750± rooms
Convention Way
Hotel II750± rooms
Hilton Hotel1,400 rooms
Peabody
1,640 rooms
Hyatt2,000± rooms
NWHotel300± rooms
Rosen Centre1,334 rooms
Long-RangeDistrict
Strategic PlanConnecting the District Connecting the District
• 2.6 million sf Convention Center
• 13,500 Hotel Rooms
• 800,000 sf of Hotel Meeting Space
• 500,000 sf Restaurant/Entertainment
• 20,000 + Parking Spaces
28
Long-RangeDistrict
Strategic PlanDedicated Bus CirculatorDedicated Bus Circulator
29
• 1,500 – 2,500 passengers/hour
• $25 - $35m Capital Cost
• $3 - $5.5m Annual O&M
• 1,500 – 2,500 passengers/hour
• $25 - $35m Capital Cost
• $3 - $5.5m Annual O&M
Kimley Horn & Associates
Long-RangeDistrict
Strategic PlanElevated People MoverElevated People Mover
30
• 5,000 – 8,000 passengers/hour
• $100 - $300m Capital Cost
• $5 - $7m Annual O&M
• 5,000 – 8,000 passengers/hour
• $100 - $300m Capital Cost
• $5 - $7m Annual O&M
Kimley Horn & Associates
Long-RangeDistrict
Strategic PlanDevelopment TimingDevelopment Timing
0M
2M
4M
6M
8M
10M
12M
14M
16M
'87 '89 '91 '93 '95 '97 '99 '01 '03 '05 '07 '09 '11 '13 '15 '17 '19 '21 '23 '25 '27
Historical DemandDemand TrendHistorical SupplySupply TrendTheme Park OpeningsOCCC Expansions
Occu
pie
d R
oom
Nig
hts
Dolphin1,509 rms
RosenPlaza800 rms
RosenCentre1,334 rms
CaribeRoyale1,338 rms
Gaylord1,406 rms
Swan758 rms
RoyalPacific1,000 rms
GrandeLakes1,584 rms
ShingleCreek1,500 rms
Occupancy 74% 78% 72% 74% 77% 80% 76% 65% 65% 72% 73%
10 to 20 Year Project
71%70% 70% 70% 70% 70% 70% 70% 69%69%
CoronadoSprings1,967 rms
Yacht &Beach1,197 rms
ChampionsGate730 rms
Hilton Conv. Center1,400 rms 2010
Hilton-Waldorf1,500 rms 2010
Peabody Expansion750 rms 2011
31
Long-RangeDistrict
Strategic PlanStrategic Master PlanStrategic Master Plan
32
• Hotel• Parkin
g• Retail• Road
• Hotel• Parkin
g• Retail• Road
• Pedestrian Connectors
• Waterway Amenity• Bus Transportation• Elevated People
Mover
• Pedestrian Connectors
• Waterway Amenity• Bus Transportation• Elevated People
Mover
Long-RangeDistrict
Strategic PlanDiscussion TopicsDiscussion Topics
•Public-Private Process•Strategic Initiatives•The Vision•Impact of Vision•Next Steps
33
Long-RangeDistrict
Strategic PlanImpact of the VisionImpact of the Vision
34
One-TimeConstructio
nImpacts
Spending Jobs Taxes
Ongoing Annual Impacts
Long-RangeDistrict
Strategic PlanPrivate-Sector Led InvestmentPrivate-Sector Led Investment
Restaurant/Retail/Entertainment 250,000 SF $75mOCCC/Retail Parking Structure 2,000 Spaces 50mNorth Hotel 1,400 Rooms 420mPedestrian Connectors* 4 15mBus Circulator* 30m
Subtotal 590m
Restaurant/Retail/Entertainment 250,000 SF 75mConvention Way Hotel 1,500 Rooms 450mNW Hotel 300 Rooms 105mRosen Centre 75,000 SF 75mRosen Plaza 55,000 SF 55mRosen Plaza 800 Rooms 200mWest CC Parking Structures* 2,000 Spaces 50mHyatt Hotel 1,500 Rooms 450mPedestrian Connectors* 7 30mElevated People Mover* 250m
Subtotal 1,740m
35
Program Investment
$2.3 Billion
* To be funded by private investment or via a CDD.Preliminary order of magnitude estimates based on interviews with developers, Rhodes + Brito (pedestrian connectors) and Kimley Horne (transportation).
Phase
IO
ther
Phase
s
In 2008$
Long-RangeDistrict
Strategic PlanImpact From ConstructionImpact From Construction
Jobs Local State
Phase I 5,400 $12m$22m
Other Phases15,900 35m$65m
21,300 $47m$87m
36
Taxes
Source: IMPLAN.
Long-RangeDistrict
Strategic PlanOngoing Economic ImpactOngoing Economic Impact
Hotel F&B
Retail
Transportation
Lodging
Recreation/
Entertainment
$500/Day
Non-Hotel F&B
$140
$190
$500/SF
$60
$10
$40
Other Hotel
$25
In 2008$
Source: Smith Travel Research; Destination Marketing International, Urban Land Institute.
Long-RangeDistrict
Strategic PlanImpact from Ongoing OperationsImpact from Ongoing Operations
Annual 30 Yrs Jobs
Phase I $295m $9B 4,600
Other Phases 645m 19B 8,500
$940m $28B 13,100
38
Spending
Source: Smith Travel Research; Destination Marketing International; Urban Land Institute; IMPLAN.
Long-RangeDistrict
Strategic PlanOrange County Tax ImpactOrange County Tax Impact
Property Tax County/CRA $1.3m $3.3m $4.6m $138m Schools 2.1m 5.1m 7.2m 216m Other 0.7m 1.6m 2.3m 69m Subtotal 4.1m 10.0m 14.1m 423m
TDT (6.0%) 4.2m 12.3m 16.5m 495m
SPLOST (0.5%) 1.3m 2.8m 4.1m 123m
Total Orange County$9.6m$25.1m$34.7m $1B
39
Annual Taxes
Phase IOther
Phases TotalOver 30 Years
In 2008$
Long-RangeDistrict
Strategic PlanState & Proposed CDD Tax ImpactState & Proposed CDD Tax Impact
40
Orange County $9.6m $25.1m $34.7m $1,041m
State Sales (6.0%) 16.2m 33.0m 49.2m 1.5B
CDD (1.0%)* 2.5m 4.9m 7.4m 0.2B
Total Taxes $28.3m $63.0m $91.3m $2.7B
40
Phase IOther
Phases TotalOver 30 Years
Annual Taxes
* Additional resources could be generated if existing hotels participate in the CDD.
In 2008$
Long-RangeDistrict
Strategic PlanTotal Potential CDD Resources Total Potential CDD Resources
OverAnnual 30 Years
Existing Hotels $2.3m $69m(Rosen Plaza, Rosen Centre, Peabody)
Hotels Under Development 1.6m 48m(Hilton, Peabody Expansion)
Phase I Projects 2.5m 75m
Other Phases 4.9m 147m
$11.3m $339m
41
In 2008$
Long-RangeDistrict
Strategic PlanEconomic Impact SummaryEconomic Impact Summary
• $2.3 Billion Private-Sector Led Investment• Construction Impacts
– 21,000 Jobs– $46 Million Local Taxes– $87 Million State Taxes
• Ongoing Operating– $940 Million in Annual Spending– $28 Billion over 30 Years– 13,000 Jobs– $35 Million in Orange County Taxes Annually– $49 Million in State Taxes Annually– $11 Million Potential CDD Resources Annually
42
Long-RangeDistrict
Strategic PlanDiscussion TopicsDiscussion Topics
•Public-Private Process•Strategic Initiatives•The Vision•Impact of Vision•Next Steps
43
Long-RangeDistrict
Strategic PlanNext Steps for County Next Steps for County
•Accept Strategic Plan
•Continue meeting with POA and developers to refine plans
•Incorporate recommendations into future planning and budgeting processes as appropriate
44
Long-RangeDistrict
Strategic PlanNorth Hotel Concept North Hotel Concept
45
Universal
Boulevard