Orange County Convention Center District

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Orange County Convention Center
District Property Owners Association Long-Range
Strategic Plan
March 10, 2009
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Discussion Topics

• Public-Private Process
• Strategic Initiatives
• The Vision
• Impact of Vision
• Next Steps

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Discussion Topics

• Public-Private Process
• Strategic Initiatives
• The Vision
• Impact of Vision
• Next Steps

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Public-Private Process
A Public-Private Partnership is Leading the
Strategic Planning
Property Owners Association
Rida Development Corporation (Hilton)
Orange County
Rosen Hotels and Resorts
Orange County Convention Center
Peabody Hotel Group
UCPM/Thomas Enterprises (N/S Center Adjacent Land
Owner)
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BCC Milestones
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Discussion Topics

• Public-Private Process
• Strategic Initiatives
• The Vision
• Impact of Vision
• Next Steps

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Strategic 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

Guest Amenities
Transportation
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Target 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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Propensity to Book
How likely are you to book OCCC?
162 responses
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Target Market Priorities
What will it take to increase your desire to book
OCCC?
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Booking Frequency
31
55
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Discussion Topics

• Public-Private Process
• Strategic Initiatives
• The Vision
• Impact of Vision
• Next Steps

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The Vision

• West Convention Center
• North/South Center
• Connecting the District

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OCCC I-Drive Pedestrian Bridge
Peabody Hotel
Improve International Drive traffic flow and
pedestrian safety by building elevated bridge
across I-Drive
OCCC West Building
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OCCC I-Drive Pedestrian Bridge Concept
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Rhodes Brito
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Rosen Centre Expansion
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Rosen Plaza Expansion Phase I
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Rosen Plaza Expansion - Phase II
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West Convention Center Master Plan
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North/South Convention Center Master Plan
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Convention Way Hotels
Convention WayHotel II 750 rooms
Convention WayHotel I 750 rooms
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Convention Way Hotel Concept
International Drive
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North Hotel
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North Hotel Concept
Universal Boulevard
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Restaurant/Entertainment/Retail
Pond Amenity
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Restaurant/Entertainment/Retail Concept
Universal Boulevard
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North/South Convention Center Master Plan
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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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Dedicated Bus Circulator

• 1,500 2,500 passengers/hour
• 25 - 35m Capital Cost
• 3 - 5.5m Annual OM

Kimley Horn Associates
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Elevated People Mover

• 5,000 8,000 passengers/hour
• 100 - 300m Capital Cost
• 5 - 7m Annual OM

Kimley Horn Associates
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Development Timing
10 to 20 Year Project
Champions Gate 730 rms
Grande Lakes 1,584 rms
Coronado Springs 1,967 rms
Rosen Plaza 800 rms
Caribe Royale 1,338 rms
Royal Pacific 1,000 rms
Shingle Creek 1,500 rms
Hilton-Waldorf 1,500 rms 2010
Yacht Beach 1,197 rms
Rosen Centre 1,334 rms
Gaylord 1,406 rms
Peabody Expansion 750 rms 2011
Dolphin 1,509 rms
Occupied Room Nights
Hilton Conv. Center 1,400 rms 2010
Swan 758 rms
Occupancy 74 78 72 74 77 80 76 65 65 72
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71 70 70 70 70 70 70 70 69 69
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Strategic Master Plan
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Discussion Topics

• Public-Private Process
• Strategic Initiatives
• The Vision
• Impact of Vision
• Next Steps

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Impact of the Vision
One-Time Construction Impacts
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Private-Sector Led Investment
Program
Investment
In 2008

• Restaurant/Retail/Entertainment 250,000 SF 75m
• OCCC/Retail Parking Structure 2,000 Spaces 50m
• North Hotel 1,400 Rooms 420m
• Pedestrian Connectors 4 15m
• Bus Circulator 30m
• Subtotal 590m
• Restaurant/Retail/Entertainment 250,000 SF 75m
• Convention Way Hotel 1,500 Rooms 450m
• NW Hotel 300 Rooms 105m
• Rosen Centre 75,000 SF 75m
• Rosen Plaza 55,000 SF 55m
• Rosen Plaza 800 Rooms 200m
• West CC Parking Structures 2,000 Spaces 50m
• Hyatt Hotel 1,500 Rooms 450m
• Pedestrian Connectors 7 30m
• Elevated People Mover 250m
• Subtotal 1,740m

Phase I
Other Phases
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).
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Impact From Construction
Taxes

• Jobs Local State
• Phase I 5,400 12m 22m
• Other Phases 15,900 35m 65m
• 21,300 47m 87m

Source IMPLAN.
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Ongoing Economic Impact
Lodging
In 2008
Hotel FB
Other Hotel
190
25
140
Recreation/ Entertainment
500/Day
Retail
Transportation
Non-Hotel FB
10
500/SF
60
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Source Smith Travel Research Destination
Marketing International, Urban Land Institute.
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Impact from Ongoing Operations
Spending

• Annual 30 Yrs Jobs
• Phase I 295m 9B 4,600
• Other Phases 645m 19B 8,500
• 940m 28B 13,100

Source Smith Travel Research Destination
Marketing International Urban Land Institute
IMPLAN.
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Orange County Tax Impact
Annual Taxes
In 2008
Other Phases
Over 30 Years
Phase I
Total

• 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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State Proposed CDD Tax Impact
Annual Taxes
In 2008
Other Phases
Over 30 Years
Phase I
Total
Orange County 9.6m 25.1m 34.7m 1,041m St
ate 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
Additional resources could be generated if
existing hotels participate in the CDD.
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Total Potential CDD Resources
In 2008

• Over
• Annual 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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Economic 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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Discussion Topics

• Public-Private Process
• Strategic Initiatives
• The Vision
• Impact of Vision
• Next Steps

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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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North Hotel Concept
Universal Boulevard