The Master Site Plan process is a revenue centered process, not a community, education, agriculture, or recreation centered process. This is the section from the winning proposal for the Master Site Plan process which discusses business opportunities. It should be noted that multiple requests have been made for documents regarding this work and no documents have been produced. [A] This section is from pgs. 20-21 of the C. H. Johnson Consulting, Inc. proposal available the OC Fairgrounds Documents page:
TASK 5 - VETTING BUSINESS OPPORTUNITIES
This task will produce a report containing a summary of independent business cases for future uses/ initiatives of the OCFEC based upon vetted business ideas, opportunities and findings. The Team’s work will stem from a thorough understanding of background data, community input, operational and facilities optimization, market demand, and the District’s guiding principles; thereby translating community-based programming and operational strategies into physical placemaking that serves the District for generations to come.
The planning process will include evaluation of local market demand to formulate and evaluate business opportunities/ ideas, alternative approaches to existing and/ or proposed uses, relationship of uses, phasing, and integration of existing activities.
TASK 5.1 – MARKET AND DEMAND ANALYSIS [A]
The methodology we propose to assess market demand and estimate overall performance for each business sector is outlined below:
Market Demand and Supply Analysis: We will analyze pertinent economic, demographic, and market factors that impact land use, business expansion, and space utilization within the area surrounding the site which could contribute to overall planning opportunities. This analysis will focus on key economic and real estate issues such as market demand and supply conditions and includes a trade area analysis of retail/entertainment (not including fairgrounds), office, residential, and others. The goal is to provide a comprehensive understanding of market conditions for the overall site.
Estimated Market Performance: Based upon our analysis of market demand and our recommendations outlined in the preceding work steps, we will address the market performance of the indicated uses. For each specific use, we will also profile operating expense information based upon information gathered and summarized in preceding tasks, as well as general information provided through industry resources and other credible secondary sources of information.
Cash Flow Analysis: From the results of the estimated market performance of potential additional/alternative business uses,which are the supporting mechanisms for pricing, performance, operating, and cost assumptions, we will prepare comprehensive cash flow analysis.
The demand profile, current cost structures, and data from existing operations as well as comparable facilities will be used to model the operating revenues and expenses of the proposed uses. Johnson Consulting has modeled numerous similar fairground facilities and will draw on its experience with these facilities. Projections will extend over a 10-year period.
Economic and Fiscal Impact Analysis: Each aspect of the business model will be added to the market. The procedures for the Economic and Fiscal analysis are described in the specific task requested in the RFP in Task 9, below.
TASK 5.2 – JUSTIFICATION/ P&L FOR EACH BUSINESS CASE [A]
We will work with the MSP Committee to develop a justification analysis for the District on the advantages and/or disadvantages of the OCFEC relative to certain uses. We will develop a P&L and opportunities-and- constraints diagrams based on information obtained and review of the various business case initiatives proposed.
TASK 5.3 – PREPARE REPORT DELIVERABLE [A]
Based on the Market Demand Analysis, we will research and report on the opportunities/ideas for planning and future business case uses of the OCFEC, as well as constraints. The Business Case Report will include business cases for uses of whatever portion of the venue is not needed for the OC Fair, Centennial Farm, Pacific Amphitheatre, Imaginology, Heroes Hall, and the other anticipated current programmed events and community-based activities, and will include rough schematic drawings of at least three (3) possible alternative facility and/or land use configurations for possible business initiatives, including their relative strengths and weaknesses. It will be both qualitative and quantitative, providing approximate market value estimates for what alternative business use can generate as potential ground rent to the District, for the area considered for new initiatives.
[A] The documents regarding the work performed may have been disposed of or in the custody or control of another unnamed state or local agency or may not be able to be located according to CEO Kathy Kramer.
Contact CEO Kathy Kramer at [email protected]
Contact VP of Operations Ken Karns who is in charge of the Master Site Plan at [email protected]
Contact Fair Board Directors Ashleigh Aitken, Barbara Bagneris, Nick Berardino, Sandra Cervantes, Doug La Belle, Gerardo Mouet, Newton Pham, Robert Ruiz, Stan Tkaczyk by emailing Summer Angus [email protected]
C. H. Johnson Consulting, Inc. from Chicago, IL is the contractor for the Master Site Plan process. A copy of the entire proposal is available on the "OC Fairgrounds Documents" page listed on the right side of this page. We have no idea why the OC Fairgrounds hired a company from Chicago and could not find a planning firm in the Los Angeles-Orange County area or even in California.
This is one in a series of posts looking at individual Master Site Plan tasks to gain a greater understanding of how the OC Fair Board Directors (Ashleigh Aitken, Barbara Bagneris, Nick Berardino, Sandra Cervantes, Doug La Belle, Gerardo Mouet, Newton Pham, Robert Ruiz, Stan Tkaczyk) and Executive Management want to push the OC Fairgrounds away from being the fairground we currently enjoy.