orange county convention center district property owners’ association long-range strategic plan...

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

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Long-RangeDistrict



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Long-RangeDistrict

Strategic PlanPublic-Private ProcessPublic-Private Process

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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

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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



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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

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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)

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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



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Long-RangeDistrict

Strategic PlanThe VisionThe Vision

•West Convention Center

•North/South Center

•Connecting the District

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Long-RangeDistrict

Strategic PlanOCCC I-Drive Pedestrian BridgeOCCC I-Drive Pedestrian Bridge

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OCCC West Building

Peabody HotelImprove

International Drive traffic flow and pedestrian safety by building elevated bridge across I-Drive

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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

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Rosen Centre Expansion• 55,000 sf ballroom• 20,000, sf meeting• 2,700 sp parking• Pedestrian Bridges


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Long-RangeDistrict

Strategic PlanRosen Plaza Expansion Phase IRosen Plaza Expansion Phase I

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Rosen Plaza Phase I• 40,000 sf ballroom• 15,000 sf meeting• 1,000 sp parking


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Long-RangeDistrict

Strategic PlanRosen Plaza Expansion - Phase IIRosen Plaza Expansion - Phase II

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Rosen Plaza Phase II• 700-800 rooms• 55,000 sf

Ballroom/meeting• 1,500± Hotel/OCCC

parking• Pedestrian Bridges


Ballroom/meeting• 1,500± Hotel/OCCC


Long-RangeDistrict

Strategic PlanWest Convention Center Master PlanWest Convention Center Master Plan

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ballroom/meeting• 1,500± Hotel/OCCC



ballroom/meeting• 1,500± Hotel/OCCC


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

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Long-RangeDistrict

Strategic PlanConvention Way Hotel Concept Convention Way Hotel Concept

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International Drive

Long-RangeDistrict

Strategic PlanNorth Hotel North Hotel

North Hotel1,400± rooms

Long-RangeDistrict

Strategic PlanNorth Hotel Concept North Hotel Concept

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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

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Universal

Bou

levard

Long-RangeDistrict

Strategic Plan

North/South Convention Center Master North/South Convention Center Master PlanPlan

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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

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Long-RangeDistrict

Strategic PlanDedicated Bus CirculatorDedicated Bus Circulator

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• 1,500 – 2,500 passengers/hour

• $25 - $35m Capital Cost

• $3 - $5.5m Annual O&M



• $3 - $5.5m Annual O&M

Kimley Horn & Associates

Long-RangeDistrict

Strategic PlanElevated People MoverElevated People Mover

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• $5 - $7m Annual O&M



• $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

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Long-RangeDistrict

Strategic PlanStrategic Master PlanStrategic Master Plan

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• 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



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Long-RangeDistrict

Strategic PlanImpact of the VisionImpact of the Vision

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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

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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

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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

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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

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Annual Taxes

Phase IOther

Phases TotalOver 30 Years

In 2008$

Long-RangeDistrict

Strategic PlanState & Proposed CDD Tax ImpactState & Proposed CDD Tax Impact

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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

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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

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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

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Long-RangeDistrict



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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

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Long-RangeDistrict

Strategic PlanNorth Hotel Concept North Hotel Concept

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Universal

Boulevard

orange county convention center district property owners’ association long-range strategic plan...

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