Victoria Community Center: Market Analysis and Feasibility Study3 February 2010
In June 2009, the City of Victoria, Texas, engaged Avalanche Consulting, Inc. to conduct a
market analysis and feasibility study of Victoria’s Community Center.
The study was sparked by
the City’s desire to increase the Center’s economic impact on the area and better serveresidents’ needs. Doing so will require facility upgrades and more targeted marketing activities.
It is our goal to help the City identify what specific future investments will maximize the
Center’s value to the area.
As illustrated below, several steps are required to conduct the
. The consulting team’s
first step was to assess the current state of the Community Center. We toured the Center and
discussed the facility’s strengths and challenges with Parks and Recreation Staff and the Parks
Commission. Following the tour, we studied facility usage, revenue, and expenditures.Avalanche conducted an economic impact analysis of the Center based on current utilizationrates.
The results of this baseline assessment are presented in this
, which comprisesChapter 1 of the
Market Analysis and Feasibility Study
The team’s next step was to assess opportunities for improving the Center (Chapter 2)
.Avalanche interviewed prior customers about their experiences. We also examined fivebenchmark community centers in Texas and contrasted their space, location, bookings, and fee
structure against Victoria’s.
Through discussions with the City and a meeting with BRW+ Architects, three futuredevelopment scenarios were presented. In Scenario 1, the City would make necessary repairsto the Center, but would not change the function or facilities within the Center. In Scenario 2,the Arena would be demolished and, in its place, the City would construct 23,162 square feet of additional meeting space, including a large exhibit hall and six meeting rooms. In Scenario 3,the Arena would be demolished and replaced with an exhibit hall (Scenario 2) and the Cityconstructs a standalone covered pavilion elsewhere on the property.
Avalanche forecasted theestimated economic impact of each scenario and presented them in Chapter 2 of this
Chapter 3 presents recommendations related to marketing, rental rates, and improvements to theexisting facilities. The chapter contains cost estimates for currently needed repairs as well as priceper square foot for new construction. To conclude this
, Chapter 4 provides an impact analysison a fourth scenario that maintains the current Community Center and adds a new Exhibit Hall and a
new Covered Pavilion on the Center’s grounds.