Recreation/Senior Center and Aquatic Center Expansion Task Force Agenda and Packet 2016 05 25 SUB

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III. MARKET CONDITIONS ANALYSIS Target Market and Current Use The City of Louisville's target market for this facility renovation /expansion is residents of Louisville and employees of businesses located in Louisville. Admissions Total visits of paying users to the existing facility through admission fees in 2015 was 286,966. • 195,420 visits using annual and monthly passes, with 91% being residents of the city and 9% non - residents. • 71,691 visits using punch cards, resident use is a smaller percentage at 76% for 20 punch cards and 62% for 10 punch cards. • 19,855 were daily admissions. Daily admission was the same for Resident and Non - Residents from 2006 -2015. In January of 2016 Non - Resident daily admission fees were increased to match the increase of fees for Non - Resident punchcards. Programs Participation in programs (requires pre- registration in most cases) city -wide is 83% residents with 17% non - resident. Over 25,000 adults and youth enroll in these programs year round. Louisville currently offers a broad spectrum of programs for various ages and interests: • Special events • Aquatics — multiple lesson levels including adult • Water aerobics • Diverse senior programs • Diverse youth programs • Youth athletics • Adult athletics • Group fitness classes • Specialized fitness classes • Summer camp In forecasting program revenue potential, these current programs and participation, along with the potential to grow with additional dedicated space, are considered. Market Conditions Other general market conditions supporting development of additional public facilities include: • Trends toward more active adult and multigenerational use; programs for that use are available more likely at public facilities. • General sales tax revenues will continue providing funds to construct and operate facilities that respond to growth pressure. • Gender, age, and income demographics in the region support the need for more and varying facilities. Consumer demand is for "state of the art" facilities. 8 Recreation & Senior Center Expansion Feasibility Study