CITY OF SIMI VALLEY
MEMORANDUM
February 12, 2024
TO: City Council
FROM: Office of the City Manager
SUBJECT: CONSIDERATION OF CONTRACT WITH C. H. JOHNSON
CONSULTING, INC. FOR THE PREPARATION OF A FEASIBILITY
STUDY FOR A PROPOSED AMPHITHEATER AT THE SIMI VALLEY
CIVIC CENTER AND APPROVAL OF A SUPPLEMENTAL BUDGET
REQUEST TRANSFERRING $68,000 FROM FUND 122 TO FUND 100
STAFF RECOMMENDATION
It is recommended the City Council approve a contract with C. H. Johnson Consulting in the amount of $68,000 for the preparation of an amphitheater feasibility study and approve a Supplemental Budget Request transferring $68,000 from the Contingency Fund (122) to the General Fund (100).
BACKGROUND AND OVERVIEW
At the August 30, 2023 City Council retreat, City Council Member Litster made a presentation to the City Council regarding the history of proposed performing arts facilities at the Simi Valley Civic Center. The presentation sought the City Council to evaluate the feasibility to construct an outdoor amphitheater on the vacant 3.5 acres interior to the Civic Center. At the conclusion of the discussion, the City Council authorized the City Manager to issue a Request for Proposals (RFP) for a feasibility study and approved an Ad Hoc Committee comprised of Council Member Litster and Mayor Pro Tem Rhodes to work with staff on the feasibility study.
Staff subsequently issued an RFP for the feasibility st udy in November 2023. A fter evaluation of the proposals by staff and the Ad Hoc Committee , it is recommended the City Council award a contract to C. H. Johnson Consulting.
FINDINGS AND ALTERNATIVES
Subsequent to the City Council’s discussion, staff conducted research regarding the pertinent issues to be evaluated as part of an amphitheater feasibility study. Based on this research, an RFP was drafted and issued on November 13, 2023. The Scope of Work includes an evaluation of the following:
AGENDA ITEM NO.
9B
2 • Local and Regional Market Characteristics
• User Demand Analysis
• Facility Development and Components
• Facility Operations
• Facility Economics
• Facility Financial Projections
The full Scope of Work can be found on page 11, Exhibit A to the proposed contract.
As a result of the RFP, the City received ten proposals from consulting firms located across the United States. The proposals were evaluated by the Ad Hoc Committee in addition to an Assistant City Manager and City Manager. At the conclusion of the evaluation, it was a unanimous decision to recommend a contract be awarded to C. H.
Johnson Consulting.
Established in 1996, C. H. Johnson Consulting has extensive experience in the evaluation and feasibility of performing arts centers, amphitheaters, convention centers, multi - purpose venues and other elements that support communities. Working nationwide, C.
H. Johnson Consulting has conducted over 20 recent studies related to convention centers, performing arts centers, fairgrounds, hotels, and sports centers in California communities.
With several check -in points along the way, the feasibility study is expected to be completed and a final report issued in approximately 25 weeks. The C. H. Johnson Consulting proposal has a project cost of $68,000 for the study. Staff has drafted a contract with C. H. Johnson Consulting (page 4) for the City Council’s consideration and approval. A copy of the C. H. Johnson Consulting proposal is attached on page 17 (Attachment A in the proposed contract).
The City’s FY2023-24 Budget does not include funding to conduct the feasibility study.
Therefore, staff is recommending the City Council approve an appropriation from the Contingency Fund (Fund 122) for this expenditure. The current fund balance in Fund 122 is $1.6 mil lion. It is recommended the City Council approve a Supplemental Budget Request to transfer $68,000 from Fund 122 to the General Fund (Fund 100).
Staff recommends the City Council approve a contract with C. H. Johnson Consulting in the amount of $68,000 for an amphitheater feasibility study and approve a Supplemental Budget Request transferring $68,000 from Fund 122 to Fund 100.
The following alternatives are available to the City Council:
1. Approve a contract with C. H. Johnson Consulting in the amount of $68,000 for the preparation of an amphitheater feasibility study.
3 2. Approve a Supplemental Budget Request appropriating $68,000 in the Contingency Fund (122) and transferring to General Fund (100).
3. Elect not to award a contract at this time.
4. Provide staff with further direction.
Staff recommends Alternative Nos. 1 and 2.
SUGGESTED CITY COUNCIL MOTION
I move to approve a contract with C. H. Johnson Consulting in the amount of $68,000 for the preparation of an amphitheater feasibility study and approve a Supplemental Budget Request appropriating $68,000 in Fund 122 and transferring from Fund 122 to Fund 100.
SUMMARY
At the August 30, 2023 Ci ty Council retreat, City Council Member Litster made a presentation to the City Council regarding the history of proposed performing arts facilities at the Simi Valley Civic Center. At the conclusion of the discussion, the City Council authorized the City Manager to issue a Request for Proposals (RFP) for a feasibility study and approved an Ad Hoc Committee comprised of Council Member Litster and Mayor Pro Tem Rhodes to work with staff on the feasibility study.
Staff subsequently issued an RFP for the feasibility study in November 2023. After evaluation of the ten proposals received, staff and the Ad Hoc Committee came to a unanimous decision to recommend a contract be awar ded to C. H. Johnson Consulting.
Funding for the study is recommended from the Contingency Fund. Staff recommends the City Council approve a contract with C. H. Johnson Consulting in the amount of $68,000 for an amphitheater feasibility study and approve a Supplemental Budget Request appropriating $68,000 in Fund 122 and transferring from Fund 122 to Fund 100.
____________________________________
Brian P. Gabler
City Manager
INDEX Page
Contract with C. H. Johnson Consulting ........................................... 4
CONTRACT FOR PROFESSIONAL SERVICES BETWEEN
THE CITY OF SIMI VALLEY AND C. H. JOHNSON
CONSULTING, INC. FOR A FEASIBILITY STUDY OF A
PROPOSED AMPHITHEATER TO BE LOCATED AT THE
SIMI VALLEY CIVIC CENTER
THIS AGREEMENT FOR PROFESSIONAL SERVICES ( CONTRACT) is made and entered into in the City of Simi Valley on this 12th day of February 2024, by and between the CITY OF SIMI VALLEY, a California municipal corporation, hereinafter referred to as CITY, and C. H. Johnson Consulting Inc., an Illinois corporation, hereinafter referred to as CONSULTANT, each a “Party” and collectively, “Parties”.
RECITALS
WHEREAS, on November 13 , 2023, CITY requested proposals for a feasibility study of a proposed amphitheater to be located at the Simi Valley Civic Center; and
WHEREAS, pursuant to such request, CONSULTANT submitted a proposal, which was accepted by CITY for the services; and
WHEREAS, the Parties desire to formalize the selection of CONSULTANT for the performance of those services defined and described particularly in Section 3 of this CONTRACT and desire that the terms of that performance be as particularly defined and described herein.
NOW, THEREFORE, in consideration of their mutual promises, obligations and covenants hereinafter contained, and other consideration, the value and adequacy of which are hereby acknowledged, the Parties agree as follows:
AGREEMENT
1. Recitals. The foregoing recitals are true and correct and are a part of this CONTRACT.
2. Term. The term of this CONTRACT shall be from February 12, 2024 through October 31, 2024.
3. Description of Services . The services to be performed by CONSULTANT are as follows:
CONSULTANT agrees to perform the services more specifically set forth in the “Scope of Work” attached hereto and incorporated herein as Exhibit “A”. CONSULTANT will meet with CITY at least monthly to discuss the anticipated tasks planned for the month and to receive direction from CITY regarding same.
4 4. Compensation and Payment.
A. The total compensation payable to CONSULTANT by CITY for services under this CONTRACT shall not exceed the sum of $68,000 (the “Not-To- Exceed Amount”), and shall be earned as the work progresses. Payment will be made based on the rates contained in the “Schedule of Fees” as set forth in Exhibit “B” attached hereto and incorporated herein. CONSULTANT acknowledges that CONSULTANT is not guaranteed to receive the Not -To-Exceed Amount or any particular or minimum amount of compensation or work under this CONTRACT.
B. After CONSULTANT has performed the services as specified in this CONTRACT, CITY shall be obligated to pay CONSULTANT based upon the actual CITY-authorized services received by CITY at the rates established as a part of this CONTRACT. In no event shall the total amount paid exceed the CONTRACT Not -to- Exceed Amount unless otherwise agreed to by the Parties in writing as provided in Section 8.
C. Payments to the CONSULTANT shall be made within 30 days after receipt of an original invoice from the CONSULTANT and acceptance of the services by CITY.
D. CONSULTANT shall provide CITY with written verification of the actual compensation earned, which written verification will be in a form satisfactory to CITY. Invoices sh all include the work performed including a list of hours worked by personnel.
5. CONSULTANT’s Representations and Obligations
.
A. CONSULTANT shall perform as required by this CONTRACT.
CONSULTANT also warrants on behalf of itself and all subcontractors engaged for the performance of this CONTRACT that only persons authorized to work in the United States pursuant to the Immigration Reform and Control Act of 1986 and other applicable laws shall be employed in the performance of the work hereunder.
B. CONSULTANT shall obey all Federal, State, local, and special district laws, ordinances, and regulations.
C. CONSULTANT agrees to abide by CITY’s Business Tax
Ordinance, of which proof of payment must be obtained prior to performance of this CONTRACT.
D. CONSULTANT acknowledges CITY may contract with other Parties for the performance of services or supplemental services as they relate to the work during the term of this CONTRACT.
5 6. Audit.
A. At any time during normal business hours and as often as the CITY may deem necessary, CONSULTANT shall make available to CITY for inspection its records pertaining to this CONTRACT. CONSULTANT shall permit CITY to audit, examine and/or reproduce such records. CONSULTANT will retain such financial records, time sheets, work progress reports, invoices, bills and project records for at least two (2) years after termination or final payment under this CONTRACT. This paragraph shall survive for two (2) years after termination of this CONTRACT.
B. CITY shall have the option of inspecting and/or auditing all records and other written materials used by CONSULTANT in preparing its statements to CITY as a condition precedent to any payment to CONSULTANT.
7. Hold Harmless and Indemnification
. CONSULTANT shall defend,
indemnify, and hold harmless CITY, its agents, officials, officers, representatives, and employees, from and against all claims, lawsuits, liabilities or damages of whatever nature arising out of or in connection with, or relating in any manner to any act or omission of CONSULTANT, its agents, employees, and subcontractors, and employees thereof, pursuant to the performance or non- performance of this CONTRACT. The CONSULTANT shall thoroughly investigate any and all claims and indemnify the CITY and do whatever is necessary to protect the CITY, its agents, officials, officers, representatives, and employees as to any such claims, lawsuits, liabilities, expenses, or damages arising out of this CONTRACT. The CITY shall be included as an Additional Insured in the automobile/ l iability insurance policies and endorsements of the CONSULTANT. The CONSULTANT must select an attorney acceptable to the CITY who will defend such proceeding and the CITY will control any litigation thereof. Such approval by the CITY will not be unreasonably withheld. This paragraph shall survive the termination of this CONTRACT.
8. Amendments
. Any amendment, modification, or variation from the
provisions of this CONTRACT shall be in writing and shall be effective only upon mutual written approval by the City Manager and CONSULTANT.
9. Anti-Discrimination. In the performance of the terms of this CONTRACT, CONSULTANT shall not engage in, nor permit subcontractors to engage in, discrimination in employment of persons because of the age, race, color, rel igious creed, sex, sexual orientation, national origin, ancestry, physical disability, mental disability, medical condition, or marital status of such persons. Violation of this provision may result in the imposition of penalties referred to in Labor Code Section 1735.
10. Termination. If, during the term of this CONTRACT, CITY determines that CONSULTANT is not faithfully abiding by any term or condition contained herein, CITY may notify CONSULTANT in writing of such defect or failure to perform. The notice must give to the CONSULTANT a ten (10) day period of time thereafter in which to perform the work or cure the deficiency. If CONSULTANT has not performed the work or cured the deficiency within the ten (10) days specified in the notice, such failure shall 6 constitute a breach of this CONTRACT, and CITY may terminate this CONTRACT immediately by written notice to CONSULTANT. In addition, CITY, if it terminates this CONTRACT for cause, may withhold as an offset from payments due CONSULTANT damages occasioned by such breach, including liquidated damages, if so provided herein. The CITY shall be liable to the CONSULTANT only for those fees accrued by the CONSULTANT to the date CONSULTANT receives the notice of termination. In no event, however, shall CONSULTANT be entitled to receive in excess of the CONTRACT amount.
11. Delivery of Reports in Cases of Termination
. If this CONTRACT
is terminated pursuant to any of the provisions contained hereinabove, and if requested to do so in writing by the CITY, the CONSULTANT shall, within fourteen (14) calendar days after receipt of such written request, deliver and turn over to the CITY all of its preparation and work on the project which were done to the date of the receipt of the notice of termination. The terms "preparation" and "work" as used in this paragraph, shall refer to and include all data and materials of whatever type that have been gathered by the CONSULTANT, and contemplated to be used or actually used, in the provision of the services as specified in this CONTRACT.
12. Complete CONTRACT . This CONTRACT and its accompanying exhibits shall constitute the complete CONTRACT between the Parties hereto. No verbal agreement, understanding, or representation not reduced to writing and specifically incorporated herein shall be of any force or effect, nor shall any such verbal agreement, understanding, or representation be binding upon the Parties hereto.
13. Independent Contractor. It is expressly understood between the Parties to this CONTRACT that no employee/employer relationship is intended.
CONSULTANT is not an agent or employee of the CITY and it is not entitled to participate in any pension plan, insurance or other benefits CITY provides for its employees.
CONSULTANT is an independent contractor in performing the Services required under this CONTRACT and will have control of all work and the manner in which it is performed.
Any provision of this CONTRACT that may appear to give CITY the right to direct CONSULTANT as to the details of doing the work required herein or to exercise a measure of control over the work means that the CONSULTANT will follow the direction of the CITY as to the results of the work only.
14. Time of Performance. Time is of the essence in this CONTRACT.
15. Insurance. CONSULTANT shall, at CONSULTANT’S sole cost and expense, provide insurance as contained in Exhibit “C”, incorporated herein.
CONSULTANT shall not commence work on the Services to be performed, until it submits proof of all insurance coverage as required.
16. Ownership of Reports and Data
. The originals of all studies,
reports, exhibits, documents, data and other work or materials prepared for, or used to comply with any term of this CONTRACT, plus any copies of same required by this 7 CONTRACT to be fu rnished to the CITY by any of the other Party(ies) with whom the CONSULTANT may have contract(s) pertaining to this project, shall be deemed to be public records open to inspection by the public and, as such, to be and remain the property of the CITY.
17. Conflict of Interest
. Neither CONSULTANT nor any employees,
agents, or subcontractors of CONSULTANT who will be assigned to this project, to the best of CONSULTANT'S knowledge, own any property or interest in properties, business relationships, or sources of income which may be affected by the performance of this CONTRACT. Should one Party hereto learn of any such interest, income source, or business relationship, such fact shall immediately be brought to the attention of the other Party hereto. If the Parties thereupon cannot mutually agree upon a means to eliminate the conflict, CITY may terminate the CONTRACT immediately for non- performance pursuant to Section 11 herein.
In accordance with California Government Code Section 87306, CONSULTANT shall provide, if requested by CITY, a Conflict of Interest Statement, Form 700 no later than 30 days after execution of this CONTRACT, and annually thereafter prior to April 1st of each year for the duration of the CONTRACT. Failure to file any of the required statements will result in withholding payment for services rendered.
18. Successors and Assigns
. The terms hereof shall be binding upon
and inure to the benefit of the successors and assigns of the Parties hereto; provided, however, that no Party hereto shall assign any of the benefits and burdens hereunder, whether voluntarily or by operation of law, without the prior written consent of the other Party, and any such assignment without said consent shall be void.
19. Authority to Execute CONTRACT. Both CITY and CONSULTANT do covenant that each individual executing this CONTRACT on behalf of each Party is a person duly authorized and empowered to execute contracts for such Party.
20. Jurisdiction and Venue . Jurisdiction is in an appropriate court in the State of California and venue lies in Ventura County, and the Parties do not consent to arbitration. In the event of any dispute, each Party shall bear its own fees and costs (including attorneys’ fees). This CONTRACT shall be governed by California law, without regard to conflict of law principles.
21. Non-Appropriation of Funds
. Payments due and payable to
CONSULTANT for current services are within the current budget and within an available, unexhausted and unencumbered appropriation of CITY. In the event CITY has not appropriated sufficient funds for payment of CONSULTANT services beyond the current fiscal year, this CONTRACT shall cover only those costs incurred up to the conclusion of the current fiscal year.
8 22. Taxpayer Identification Number . CONSULTANT shall provide CITY with a complete Request for Taxpayer Identification Number and Certification, form W-9 (latest revision), as issued by the Internal Revenue Service.
23. Permits and Licenses . CONSULTANT, at its sole cost and expense, shall obtain and maintain during the term of this CONTRACT, all appropriate permits, licenses, and certificates that may be required in connection with the performance of this CONTRACT.
24. Waivers. The waiver by one Party of any term or condition of this CONTRACT, or any breach thereof, shall not be construed to be a general waiver by the Party or as a waiver of any other term or breach.
25. Statement of Experience . CONSULTANT warrants that it will perform its Services with at least the due care, diligence and expertise generally accepted in its industry. CONSULTANT also understands and agrees that it is being employed to perform the Services provided for by this CONTRACT because of CONSULTANT’S professed expertise and experience in performing such Servi ces. In addition, CONSULTANT understands and agrees that while CITY or CITY’S officers, employees, agents or volunteers may elect to do so, they have no duty to review, inspect, monitor, or supervise the work performed by CONSULTANT pursuant to this CONTR ACT. As a consequence, CONSULTANT waives any right of contribution against CITY or any of CITY’S officers, employees, agents, or volunteers arising out of such failure to inspect, review, monitor, or supervise the work performed by CONSULTANT pursuant to this CONTRACT.
26. Notices. All written notices required by, or related to this CONTRACT shall be sent by Certified Mail, Return Receipt Requested, postage prepaid and addressed as listed below. Neither Party to this CONTRACT shall refuse to accept such mail; the Parties to this CONTRACT shall promptly inform the other Party of any change of address. All notices required by this CONTRACT are effective on the day of receipt, unless otherwise indicated herein. The mailing address of each Party to this CONTRACT is as follows:
CITY Office of the City Manger
City of Simi Valley
2929 Tapo Canyon Road
Simi Valley, CA 93063
Attn: Brian P. Gabler, City Manager
9 CONSULTANT C. H. Johnson Consulting, Inc.
Charles H. Johnson, President
6 E. Monroe Street, 5th Floor
Chicago, IL 60603
IN WITNESS WHEREOF, the Parties hereto have caused this instrument to be executed the day and year first above written.
Attest: City of Simi Valley, A Municipal
Corporation
By:
Lucy Blanco, City Clerk Fred D. Thomas, Mayor of the City of Simi Valley, California
Approved as to Form: Johnson Consulting
By:
Algeria R. Ford, City Attorney
Print Name:
Approved as to Content: Title:
By:
Brian Paul Gabler, City Manager
Print Name:
Title:
Johanna Medrano,
Deputy Administrative Services Director/
Budget & Purchasing
10 EXHIBIT “A”
SCOPE OF WORK
CONTRACT FOR PROFESSIONAL SERVICES BETWEEN THE CITY OF
SIMI VALLEY AND JOHNSON CONSULTING FOR A FEASIBILITY
STUDY OF A PROPOSED AMPHITHEATER TO BE LOCATED AT THE
SIMI VALLEY CIVIC CENTER
The following is the Scope of Work as contained in the City’s RFP.
Local and Regional Market Characteristics
• What are the demographic characteristics of the local and regional population; • What is the potential for the local and regional community to support a new facility of this type from an economic and demographic perspective; • What relevant venues and facilities exist within the region that could compete or complement a Simi Valley amphitheater;
• Provide examples of other successful municipal amphitheaters and what may be attributing to their success;
• How would typical weather conditions and patterns affect the operations and success of the proposed outdoor venue.
User Demand Analysis
• Identify potential types of users and programming that can be expected at the proposed amphitheater.
• Identify the potential utilization of the proposed amphitheater. • What are the current trends in live music and non- music uses of outdoor amphitheaters of the contemplated size.
Facility Development and Components
• Analysis of the optimal seating capacity and type of seating. • Perform a site analysis to determine the feasibility of the available land to support the optimum seating capacity and other infrastructure and amenities. • Describe the optimal configuration that will allow the amphitheater to capitalize on market trends and ensure the proposed amphitheater is flexible and scalable for a variety of uses.
• Describe the necessary infrastructure to support the amphitheater such as parking, connectivity, conveniences, amenities, and services.
• What type of back -of-house should be programmed into the proposed amphitheater.
11 Facility Operations
• What are the management options for the proposed amphitheater, cost implications, and advantages and disadvantages of each option • What policies and procedures would be needed to regulate and balance the proposed amphitheaters utilization by different users
• Analysis of human capital required for the operations of an optimal sized facility.
Facility Economics
• Identify the quantifiable and non-quantifiable benefits of a proposed amphitheater. • Identify direct expenditures that can be expected in the operations and ownership of a proposed amphitheater.
• Describe the economic impacts resulting from a proposed amphitheater. • Provide data concerning the economic benefit of other similar venues.
Facility Financial Projections
• Based on analyses performed in the Scope of Work,
o Provide a five year pro forma for an optimal sized proposed amphitheater o Describe operating revenue and expense assumptions
• What type of ancillary revenue generating opportunities can be expected or pursued.
• What funding mechanisms are available to support ongoing operations and how do other municipal facilities support ongoing operations. • What funding mechanisms are available to support the development of the amphitheater and how have others been funded.
• Describe long-term sustainability issues and risks.
The final deliverable will include a draft report of all elements listed above for City leadership review and revision, and the creation of one finalized version. The final version will also include a PowerPoint version (or anything comparable) to be presented to City staff and/or City Council by the selected Consultant and City staff.
Based on the Scope of Work, it is anticipated that a First Draft of the Feasibility Study will be provided to the City within 120 days of contract award. A Final Draft of the Feasibility Study will be provided to the City within 60 days of receipt of the City’s First Draft comments. This proposed schedule may be amended upon mutual consent of the City and Consultant.
Johnson Consulting will fulfill the Scope of Work as outlined in their proposal attached as Attachment A. The City is awarding this contract based on compliance with the Scope of Work as provided by C. H. Johnson Consulting Inc. in Attachment A.
12 EXHIBIT “B”
SCHEDULE OF FEES
CONTRACT FOR PROFESSIONAL SERVICES BETWEEN THE CITY OF
SIMI VALLEY AND JOHNSON CONSULTING FOR A FEASIBILITY
STUDY OF A PROPOSED AMPHITHEATER TO BE LOCATED AT THE
SIMI VALLEY CIVIC CENTER
13 EXHIBIT “C”
INSURANCE REQUIREMENTS
CONTRACT FOR PROFESSIONAL SERVICES BETWEEN THE CITY OF
SIMI VALLEY AND JOHNSON CONSULTING FOR A FEASIBILITY
STUDY OF A PROPOSED AMPHITHEATER TO BE LOCATED AT THE
SIMI VALLEY CIVIC CENTER
Consultant shall procure and maintain for the duration of the contract insurance against claims for injuries to persons or damages to property which may arise from or in connection with the performance of the work hereunder by the Consultant, its agents, representatives, or employees.
Minimum Scope and Limit of Insurance
Coverage shall be at least as broad as:
1. Commercial General Liability (CGL): Insurance Services Office Form CG 00 01 covering CGL on an “occurrence” basis, including products and completed operations, property damage, bodily injury and personal & advertising injury with limits no less than $2,000,000 per occurrence. If a general aggregate limit applies, either the general aggregate limit shall apply separately to this project/location (ISO CG 25 03 or 25 04) or the general aggregate limit shall be twice the required occurrence limit.
2. Automobile Liability: Insurance Services Office Form Number CA 0001 covering, Code 1 (any auto), or if Consultant has no owned autos, Code 8 (hired) and 9 (non- owned), with limit no less than $1,000,000 per accident for bodily injury and property damage.
3. Workers’ Compensation insurance as required by the State of California, with Statutory Limits, and Employer’s Liability Insurance with limit of no less than $1,000,000 per accident for bodily injury or disease. Consultant hereby certifies that it is aware of the provisions of Section 3700 et seq., of the Labor Code which require every employer to be insured against liability for Workers' Compensation.
4. Professional Liability (Errors and Omissions) Insurance appropriate to the Consultant’s profession, with limits no less than $2,000,000 per occurrence or claim, and $2,000,000 policy aggregate.
If the Consultant maintains broader coverage and/or higher limits than the minimums shown above, the City requires and shall be entitled to the broader coverage and/or the higher limits maintained by the consultant. Any available insurance proceeds in excess of the specified minimum limits of insurance and coverage shall be available to the City.
14 Other Insurance Provisions - The insurance policies are to contain, or be endorsed to contain, the following provisions:
Additional Insured Status - The City, its Boards, Officers, Agents, Officials, employees, and volunteers are to be covered as additional insureds on the CGL policy with respect to liability arising out of work or operations performed by or on behalf of the Consultant including materials, parts, or equipment furnished in connection with such work or operations. General liability coverage can be provided in the form of an endorsement to the Consultant’s insurance (at least as broad as ISO Form CG 20 10 11 85 or both CG 20 10, CG 20 26, CG 20 33, or CG 20 38; and CG 20 37 forms if later revisions used).
Primary Coverage - For any claims related to this project/contract, the Consultant’s insurance coverage shall be primary insurance coverage at least as broad as ISO CG 20 01 04 13 as respects the City, its Boards, Officers, Agents, Officials, employees, and volunteers. Any insurance or self -insurance maintained by the City, its Boards, Officers, Agents, Officials, employees, and volunteers shall be excess of the Consultant’s insurance and shall not contribute with it.
Umbrella or Excess Policy - The Consultant may use Umbrella or E xcess Policies to provide the liability limits as required in this agreement. This form of insurance will be acceptable provided that all of the Primary and Umbrella or Excess Policies shall provide all of the insurance coverages herein required, including, but not limited to, primary and non-contributory, additional insured, Self -Insured Retentions (SIRs), indemnity, and defense requirements. The Umbrella or Excess policies shall be provided on a true “following form” or broader coverage basis, with coverage at least as broad as provided on the underlying Commercial General Liability insurance. No insurance policies maintained by the Additional Insureds, whether primary or excess, and which also apply to a loss covered hereunder, shall be called upon to contribute to a loss until the Consultant’s primary and excess liability policies are exhausted.
Notice of Cancellation - Each insurance policy required above shall state that coverage shall not be canceled, except with notice to the City.
Waiver of Subro gation - Consultant hereby grants to City a waiver of any right to subrogation which any insurer of said Consultant may acquire against City by virtue of the payment of any loss under such insurance. Consultant agrees to obtain any endorsement that may be necessary to affect this waiver of subrogation but this provision applies regardless of whether or not the City has received a waiver of subrogation endorsement from the insurer. The Workers’ Compensation policy shall be endorsed with a waiver of subrogation in favor of the City for all work performed by the Consultant, its employees, agents and subcontractors.
Self-Insured Retentions - Self-insured retentions must be declared to and approved by the City. The City may require the Consultant to provide proof of ability to pay losses and related investigations, claim administration, and defense expenses within the retention. 15 The policy language shall provide, or be endorsed to provide, that the self -insured retention may be satisfied by either the named insured or City.
Acceptability of Insurers - Insurance is to be placed with insurers authorized to conduct business in the state with a current A.M. Best’s rating of no less than A:VII, unless otherwise acceptable to the City.
Claims Made Policies - If any of the required policies provide coverage on a claims-made basis:
• The Retroactive Date must be shown, and this date must be before the execution date of the contract or the beginning of contract work. • Insurance must be maintained and evidence of insurance must be provided for at least five (5) years after completion of the contract of work. • If coverage is canceled or non- renewed, and not replaced with another claims - made policy form with a Retroactive Date prior to the contract effective, or start of work date, the Consultant must purchase extended reporting period coverage for a minimum of five (5) years after completion of contract work. • A copy of the claims reporting requirements must be submitted to the City for review.
Verification of Coverage - Consultant shall furnish the City with original Certificates of Insurance including all required amendatory endorsements (or copies of the applicable policy language effecting coverage required by this clause) and a copy of the Declarations and Endorsement Page of the CGL policy listing all policy endorsements to City before work begins. However, failure to obtain the required documents prior to the work beginning shall not waive the Consultant’s obligation to provide them. The City reserves the right to require complete, certified copies of all required insurance policies, including endorsements required by these specifications, at any time.
Subcontractors - Consultant shall require and verify that all subcontractors maintain insurance meeting all the requirements stated herein, and Consultant shall ensure that the City is an additional insured on insurance required from subcontractors. For CGL coverage, subcontractors shall provide coverage with a form at least as broad as CG 20 38 04 13.
Special Risks or Circ umstances - City reserves the right to modify these requirements, including limits, based on the nature of the risk, prior experience, insurer, coverage, or other special circumstances.
16 FEASIBILITY STUDY FOR A SIMI VALLEY AMPHITHEATER
CITY OF SIMI VALLEY, CA
SUBMITTED TO
City of Simi Valley, CA
SUBMITTED BY
Johnson Consulting
DATE
December 15, 2023
RFP NO. CM-2024-01
ATTACHMENT A
17 TABLE OF CONTENTS
A. CO
VER LETTER 1
B. PROPOS
AL ITEMS 1
1. General Information 1
2. Methodology 17
3. S
tatement of Qualifications/Reference Form 31
ATTACHMENT A
18 A. COVER LETTER
ATTACHMENT A
19 JOHNSON CONSULTING | 6 EAST MONROE STREET, FIFTH FLOOR, CHICAGO, ILLINOIS 60603 | 312.447.2010 | WWW.CHJC.COM December 15, 2023
Mr. Brian Gabler
City Manager
City of Simi Valley
Re: Request for Proposal for a Feasibility Study for a Simi Valley Amphitheater, RFP NO. CM-2024-01 Dear Mr. Gabler and Members of the Evaluation Committee:
Johnson Consulting is pleased to present this proposal to the City of Simi Valley (“City”) for a proposed amphitheater to be located at the City’s Civic Center. Johnson Consulting will ensure that the City of Simi Valley’s investment in this project will maximize value — not just economic value, but also will significantly enhance the vibrancy of the City’s cultural arts offerings, and provide the City with a blueprint for an amphitheater that is viable and sustainable for the community. Johnson Consulting’s work has led to the enhancement and creation of urban core destinations through arts and entertainment facility development.
Johnson Consulting, established in 1996, is internationally regarded in the development, improvement and operation of amphitheaters, performing art centers, convention centers, multi- purpose venues, arenas, entertainment complexes, and other elements of supporting districts, such as residential, retail, hospitality, etc. We are noted for working with communities seeking to elevate their residents’ lives and visitors’ experiences through cultural arts real estate development and redevelopment. Johnson Consulting has worked on over 2,000 mixed-use, civic, academic, and performing and visual arts facilities throughout the U.S. and abroad. We perform an array of consulting services, which includes strategy development, feasibility analysis, site selection, and financing strategies for proposed arts and entertainment venues. We also conduct performance and operational reviews of existing facilities. We are finance and facility funding specialists for these types of projects and the entertainment districts that surround them. The results of our analysis will inform the ideal amphitheater product to suit your community’s cultural and economic needs and provide an essential basis for advancement and fundraising efforts.
Our response highlights the breadth and depth of our Consulting Team’s experience, dedication and approach. Our unique qualifications include the following:
Extensive project work in California, including current assignments in the LA Metro area. We also recently worked on an amphitheater in Brentwood, CA (Northern California). This equips us with knowledge about the development and funding strategies in the state; Outstanding market and financial skills, with an overall package of skills to advise on facility physical elements and marketing strategies;
Proven collaborative processes that engage the community and utilize market data with precise analytics so that Clients can confidently make the most informed decisions;
ATTACHMENT A
20 JOHNSON CONSULTING | 6 EAST MONROE STREET, FIFTH FLOOR, CHICAGO, ILLINOIS 60603 | 312.447.2010 | WWW.CHJC.COM Extensive performing arts and event facilities work that constantly weaves analytics with economic development principles; Our work in Brentwood, CA for the Vineyards at Marsh Creek Amphitheater and in Sandy Springs, GA for the City Springs PAC and Festival Grounds are prime examples of this.
Numerous similar engagements with cities, counties, convention bureaus, and public agencies, which have achieved successful outcomes based on our recommendations.
Our Clients’ successful outcomes are a testament to our expertise in analyzing data and developing plans that are implementable and economically sustainable and uniquely tailored to each community. As an example, our work with the City of Burnsville, MN, a suburb of Minneapolis, on its “Heart of the City” project included a 1,000-seat theater that won the National Mayor’s Conference Community Project of the Y ear Award.
This is an exciting project for us, and we sincerely thank you for consideration. If we may provide you with any additional information or answer any questions, please do not hesitate to contact me at 312.447.2001 or [email protected]. We are available to begin work immediately and commit to delivering the highest quality product within a timeframe that meets your needs. We truly look forward to the opportunity of serving you. The offer contained within this proposal will be valid for 90 days.
Sincerely,
Charles H. Johnson IV, President
C.H. Johnson Consulting, Inc.
6 E Monroe St.
5th Floor
Chicago, IL 60603
E. [email protected]
P. 312-447-2001
City of Simi Valley
December 15, 2023
Page Two
ATTACHMENT A
21 B. PROPOSAL ITEMS
ATTACHMENT A
22 FEASIBILITY STUDY FOR A SIMI VALLEY AMPHITHEATER, CITY OF SIMI VALLEY, CA I DECEMBER 15, 2023
1 Johnson Consulting, founded in 1996 in Chicago, Illinois, has conducted hundreds of engagements in the U.S., Central and South America, Asia, Africa, and Europe with a focus on economic, market, and financial analysis for a variety of land uses, including: sports venues, convention centers, hotels, retail, housing, and specialized development throughout pre-development and through continuing operation.
Our professionals at Johnson Consulting have been leaders in the sports and real estate planning and consulting fields for several decades. We are nationally recognized for our market research, deal structuring, and consulting expertise for sports facilities and associated real estate districts.
Our firm is an industry leader in market and case study analysis, economic and fiscal impact projections, operational audits and strategic planning for municipalities, authorities, universities, and economic development agencies. We regularly work on complex sports facility projects, including: multi-use complexes, stadiums, arenas, recreation centers, and indoor practice facilities.
We also specialize in public-private partnerships and the utilization of alternative funding strategies to execute development projects.
The majority of our clients are both public sector agencies and quasi-governmental agencies, although we perform studies for a number of private developers and sports owners. With both public and private sector clients, we deliver high-quality work in a timely manner. Numerous repeat engagements with several clients are evidence of our reputation for quality and client satisfaction.
We have provided analysis, insight, and recommendations for various youth sports complexes, stadiums, and arenas across the nation. Additionally, we have provided services to many types of professional sports, including: NFL, NHL, NBA, and MLS. Our knowledge of sports, tourism, hotels, retail, residential and general real estate helps us devise real estate strategies around projects, which often helps funding.
+25 YEARS
Conducting economic, market
and financial analysis
for public assembly facilities
20,000
Built hotel rooms
30M SQ.FT
of exhibition space
$100B
in projects built
+2,000
Projects/assignments
JOHNSON CONSULTING
6 East Monroe Street, 5F, Chicago, Illinois 60603
312.447.2010 | www.chjc.com
Experts In Convention, Hospitality, Sports and
Real Estate Consulting
B.1. General Information
ATTACHMENT A
23 FEASIBILITY STUDY FOR A SIMI VALLEY AMPHITHEATER, CITY OF SIMI VALLEY, CA I DECEMBER 15, 2023
2 SERVICES
CONSULTING SERVICES
Manage RFP/RFQ Solicitations
Operational Audits
Naming Rights Valuation
Negotiation Assistance
Public-Private Partnerships (P3)
Project Financing Analysis
Tax Analysis & Projections
Asset Valuation
Sensitivity/Gap Analysis
Owner’s Representation
Site AnalysisFunding Strategies
Market & Demand Analysis
Proforma/Financial Analysis
Economic & Fiscal Impacts
Strategic Master Planning
Expansion/Renovation Analysis
DEVELOPMENT SERVICES
Public Engagement
ADVISORY SERVICES
STRATEGIC PLANNING
Performing Arts Centers
Convention/Conference Centers
Hotels • Fairgrounds
Arenas • Mixed-Use Real Estate
Sports Complexes • Stadiums
ATTACHMENT A
24 FEASIBILITY STUDY FOR A SIMI VALLEY AMPHITHEATER, CITY OF SIMI VALLEY, CA I DECEMBER 15, 2023
3 CALIFORNIA EXPERIENCE
Amphitheater and Community
Theater Feasibility Study
Brentwood, CA
Analysis of Oakland, CA as Bay
Area World Trade Center (WTC)
Headquarters
Bell Gardens, CA
Convention Hotel Feasibility
Study
Fresno, CA
Conrad Shadowrock
Palm Springs, CA
Del Mar Fairgrounds /
Racetrack Economic and Fiscal
Impact Analysis,
Del Mar, CA
Irvine Sports Park Sponsorship
Valuation
Irvine, CA
Los Angeles Convention
Center Impact Analysis Update
Los Angeles, CA
Mall Redevelopment
Redlands, CA
Morgan Hill Sports Business
Strategy
Morgan Hill, CA
Seaside Convention Center
Implementation Strategy
Seaside, CA
UC Sacramento Events Center
Feasibility Study
Sacramento, CA
Sonoma County Fair and Event
Center Masterplan
Sonoma County, CA
Block 2 Hotel Condo Feasibility
Study
San Jose, CA
South San Francisco
Conference Center Facility
Analysis South
San Francisco, CA
Moscone Center Expansion
and Operational Studies
San Francisco, CA
Norco Sports and Equestrian
Center
Norco, CA
Oakland USL
Oakland, CA
Orange County Fairgrounds
Master Plan
Costa Mesa, CA
San Joaquin County Facilities
Assessment
San Joaquin County, CA
San Jose CA Block 2 Hotel
Condo
San Jose, CA
Santa Clara County
Fairgrounds – Master Plan and
Implementation
San Jose, CA
San Jose Facilities Analysis
San Jose, CA
Santa Rosa Sports Complex
Sports Tourism Market
Assessment
Santa Rosa, CA
San Francisco
Santa Rosa
Sonoma County Sacramento
Fresno
South San Francisco
Santa Clara County San Jose
Seaside
Brentwood
Bell Gardens
Palm SpringsDel MarIrvine
Los Angeles
Redlands
Morgan Hill
Norco
Oakland
Costa Mesa
San Joaquin
ATTACHMENT A
25 FEASIBILITY STUDY FOR A SIMI VALLEY AMPHITHEATER, CITY OF SIMI VALLEY, CA I DECEMBER 15, 2023
4 Ryan Johnson
PERFORMING ARTS
& AMPHITHEATER LEADER
/PROJECT MANAGER
JOHNSON CONSULTING
Brandon Dowling
SPORTS & ENTERTAINMENT
PRACTICE LEADER
/PROJECT ADVISOR
JOHNSON CONSULTING
Sarah Emmerton
DIRECTOR OF RESEARCH
/PROJECT ADVISOR
JOHNSON CONSULTING
Charles H. Johnson
PRESIDENT & PROJECT EXECUTIVE
JOHNSON CONSULTING
STAFFING/PROJECT MANAGER DESIGNATION
ATTACHMENT A
26 FEASIBILITY STUDY FOR A SIMI VALLEY AMPHITHEATER, CITY OF SIMI VALLEY, CA I DECEMBER 15, 2023
5 Charles is the founder of Johnson Consulting and a nationally recognized real estate and tourism consultant with over 36 years of experience in mixed-use real estate, conference center, hospitality, sports, and urban planning consulting fields. Charles has led the firm’s work on over 2,000 real estate, Tax Increment Financing (TIF), hotel and entertainment consulting assignments in the U.S. and abroad. Through his participation in various aspects of real estate development he has gained an extensive knowledge of the market and demand requirements for appropriate substantiation of funding and operations of a wide array of projects, with a focus on mixed-use projects. His widespread experience provides him with knowledge of industry best practices, as well as case studies to draw from when undertaking market and feasibility studies, economic and fiscal impact analyses, and tax increment projections for both public and private sector clients. This has earned him an international reputation among government entities, public agencies, not-for-profits, associations, developers and real estate professionals.
Prior to forming Johnson Consulting, Charles was Director of KPMG Peat Marwick’s Convention, Sports and Hospitality Consulting practice. He worked with Laventhol and Horwath’s real estate consulting division and also worked as an employee at two other real estate development firms. He has served on numerous Urban Land Institute advisory panels related to strategic planning and redevelopment analysis.
PROJECT EXPERIENCE
Amphitheater and Community Theater Feasibility Study
(Brentwood, CA)
South Padre Island Amphitheater/Entertainment Venue
(South Padre Island, TX)
Performing Arts Market Analysis and Financial Projections Feasibility Study (Sandy Springs, GA)
Performing Arts Center Feasibility Study (St.Helena Island, SC) Arts & Cultural Center (St. Johns County, FL)
Alpharetta Performing Arts Center (Alpharetta, GA)
Charter Amphitheater & Heritage Park (Simpsonville, SC) Gateway Park Amphitheater (Fort Worth, TX)
Multi-Purpose Amphitheater (Richland County, SC)
Fraze Pavilion Amphitheater (Kettering, OH)
Feasibility Study Consultant for Lakeside Park Multi-Purpose Building and Amphitheater (Fond du Lac, WI)
Performing Arts Center Feasibility Study (Elmhurst, IL) Metropolis Performing Arts Center (Arlington Heights, IL) Proposed Arts Center Feasibility Study (Kenosha, WI)
Fox Tucson Theater Performance Expansion Study (Tucson, AZ) Milwaukee Theatre (Formerly Bruce Hall) Feasibility Study (Milwaukee, WI)
Performing Arts Center Feasibility Study (Burnsville, MN) Gig Harbor Performing Arts Center Feasibility Study
(Gig Harbor, WA)
Erie Civic Center / Performing Arts Master Plan Study (Erie, PA) Performing Arts Center and Conference Facility (Longmont, CO)
AREAS OF EXPERTISE
Real Estate Market and Finance
Tourism Strategic Planning
Hotel/ Mixed Use Development
Developer Solicitation and
Negotiation
Economic and Fiscal Impact
Analysis
Tax Revenue Projections
Convention Center Feasibility
Analysis
YEARS OF EXPERIENCE
With CHJC: 27 Y ears
With Other Firms: 13 Y ears
EDUCATION
MBA Finance-Florida State
University
BA- Real Estate & Hospitality-
Florida State University
PROFESSIONAL
CONFERENCES &
AFFILIATIONS
International Association of Venue
Managers (IAVM)
Destination Management
Association International (DMAI)
International City/County
Management Association (ICMA)
International Economic
Development Council (IEDC)
Managers World Trade Centers
Association (MWTCA)
Urban Land Institute (ULI)
PRESIDENT &
PROJECT EXECUTIVE
CHARLES H. JOHNSON IV
PRESIDENT & CEO, JOHNSON CONSULTING
ATTACHMENT A
27 FEASIBILITY STUDY FOR A SIMI VALLEY AMPHITHEATER, CITY OF SIMI VALLEY, CA I DECEMBER 15, 2023
6 Ryan has over 15 years of experience at Johnson Consulting leading market and demand feasibility, financial analysis, operational analysis and business planning for public assembly facilities, including an extensive amount of work for conference, convention, and performing arts and entertainment facilities.
Ryan recently completed a studies for an amphitheater in Brentwood, CA, a cultural facilities plan in Alpharetta, GA, an outdoor events center in Northglenn, CO, and a study for the OC Tanner Amphitheater Springdale, UT.
PROJECT EXPERIENCE
Amphitheater and Community Theater Feasibility Study
(Brentwood, CA)
Los Angeles Convention Center Impact Analysis Update
(Los Angeles, CA)
Moscone Center Expansion & Operational Studies
(San Francisco, CA)
Fox Tucson Theater Performance Expansion Study (Tucson, AZ) City Center Performing Arts Center Feasibility Study, (Sandy Springs, GA)
Convention, Performing Arts and hotel Campus Study
(DeKalb County, GA)
South Padre Island Amphitheater/Entertainment Venue
(South Padre Island, TX)
Performing Arts Center Feasibility Study (St.Helena Island, SC) Arts & Cultural Center (St. Johns County, FL)
Alpharetta Performing Arts Center (Alpharetta, GA)
Charter Amphitheater & Heritage Park (Simpsonville, SC) Performing Arts Center Feasibility Study (Elmhurst, IL) Metropolis Performing Arts Center (Arlington Heights, IL) Proposed Arts Center Feasibility Study (Kenosha, WI)
Milwaukee Theatre (Formerly Bruce Hall) Feasibility Study (Milwaukee, WI)
Feasibility Study Consultant for Lakeside Park Multi-Purpose Building and Amphitheater (Fond du Lac, WI)
Performing Arts Center Feasibility Study (Burnsville, MN) Performing Arts Center and Conference Facility Feasibility Analysis (Longmont, CO)
Event Center/Performing Arts Center Feasibility Study (Highlands Ranch, CO)
Gig Harbor Performing Arts Center Feasibility Study
(Gig Harbor, WA)
Ruth Eckerd Hall Feasibility Analysis (Clearwater, FL)
AREAS OF EXPERTISE
Real Estate Market and Finance
Economic and Fiscal Impact
Analysis
Developer Solicitation and
Negotiation
Tax Revenue Projections
Business Management & Client
Relations
Strategic Planning
YEARS OF EXPERIENCE
With CHJC: 16 Y ears
With Other Firms: 4 Y ears
EDUCATION
International Studies & Finance
-University of Denver, Denver, CO
PROFESSIONAL
AFFILIATIONS
Destination Management
Association International (DMAI)
International Association of Venue
Managers (IAVM)
International Economic
Development Council (IEDC)
Urban Land Institute (ULI)
PROJECT MANAGER
RYAN JOHNSON
JOHNSON CONSULTING
ATTACHMENT A
28 FEASIBILITY STUDY FOR A SIMI VALLEY AMPHITHEATER, CITY OF SIMI VALLEY, CA I DECEMBER 15, 2023
7 Brandon specializes in market and financial analysis for sports and entertainment facilities. Brandon provides analysis through experience with financial modeling, research, data analytics and industry best practices. He is also experienced in economic and fiscal impact analysis and has assisted cities and communities in their application for Tax Increment Financing (TIF) and/ or other public funding. Since joining Johnson Consulting in 2008, Brandon has completed over 75 sports facility feasibility studies, which has resulted in over $500 million in successful sports venue developments. Brandon is eager for the opportunity to work on this exciting project, given his life-long residency in the Chicago Southwest Suburbs.
PROJECT EXPERIENCE
Sports Market Business Strategy (Morgan Hill, CA)
On-Call Advisory Services (DuPage County, IL)
Bedford Park Indoor Soccer Complex Market and Feasibility Study (Bedford, IL)
Chicagoland Sportsplex Feasibility Study (McHenry County, IL) Demand Projections, Pro forma Development, Facility
Programming for an Indoor and Outdoor Sports Complex
(Rockford, IL)
Glenview Ice Center Market Assessment and Feasibility Study (Glenview, IL)
Sports Complex Market Assessment and Financial Analysis (Homer Glen, IL)
Sports Tourism Marketing Strategy (St. Johns County, FL) Indoor Sports Complex Market and Financial Feasibility Analysis (Hammond, IN)
Indoor Sports Complex Market and Financial Feasibility Study for Hill Country Christian School (Austin, TX)
Indoor Y outh Sports Feasibility and Market Assessment Study (Branson, MO)
Management Solicitation and Advisory Services for a New Indoor Sports Complex (Sandusky, OH)
Solicitation and Advisory Services for the Potential Indoor Sports Complex (Fox Cities, WI)
Sports Complex Market and Feasibility Study (Dearborn, MI) Xtream Arena Development Review (Coralville, IA)
Sports Tourism Study (Burlington, IA)
AREAS OF EXPERTISE
Tourism Strategic Planning
Real Estate Market and Finance
Sports Facility Operations
Sports Complex Development
Economic and Fiscal Impact
Analysis
Tax Revenue Projections
Naming Rights Valuations
Business Management
Business Development and
Marketing
Client Relations
RFQ/RFP Solicitations
YEARS OF EXPERIENCE
With CHJC: 15 Y ears
With Other Firms: 2 Y ears
EDUCATION
Business & Urban Planning–
Arizona State University
PROFESSIONAL
CONFERENCES &
AFFILIATIONS
SportsETA
International Association of Venue
Managers (IAVM)
Association of Luxury Suite
Directors (ALSD)
National Association of Collegiate
Directors of Athletics (NACDA)
Public Private Partnership
Conference (P3C)
Destinations International (DI)
SPORTS PRACTICE LEADER/
PROJECT MANAGER
BRANDON DOWLING
PRINCIPAL, JOHNSON CONSULTING
ATTACHMENT A
29 FEASIBILITY STUDY FOR A SIMI VALLEY AMPHITHEATER, CITY OF SIMI VALLEY, CA I DECEMBER 15, 2023
8 Sarah has over 12 years of experience as a real estate analyst and financial consultant. She joined Johnson Consulting after having worked in London for a redevelopment agency. Prior to that, Sarah worked as a real estate analyst and consultant with a strategic real estate consulting firm in Melbourne, Australia. She has experience working across a range of different real estate markets, on a variety of projects completed on behalf of both public and private sector clients.
At Johnson Consulting, Sarah specializes in market and financial analysis and organizational strategies for hospitality and real estate projects, with a particular focus on fairgrounds, event centers, multi-purpose entertainment venues, convention and conference centers, and hotels. She leads the firm in market research, case study development, and consumer and customer survey analysis. Her background in urban planning equips her with a sound understanding of how to apply the principles and practices of strategic planning to undertake projects that best respond to a community’s needs and maximize the benefits for the local, regional and national economies.
Sarah also has extensive experience in the use of GIS as an analytical tool.
PROJECT EXPERIENCE
Santa Clara County Fairgrounds - Master Plan & Implementation (San Jose, CA)
Orange County Fairgrounds Master Plan (Costa Mesa, CA) Performing Arts Market Analysis and Financial Projections Feasibility Study (Sandy Springs, GA)
Amphitheater / Entertainment Venue Feasibility Study
(South Padre, TX)
Performing Arts Center Feasibility Study (St. Johns County, FL) Erie Civic Center / Performing Arts Master Plan Study (Erie, PA) Highlands Ranch Event / Performing Arts Center Feasibility Study (Highlands Ranch, CO)
Highest and Best Use Assessment (Mokena, IL)
One Central Station (Chicago, IL)
Downtown Events District Masterplan (Rockford, IL)
Highland Park Mixed-Use Development (Highland Park, IL) Downtown Waterfront Development (City of Waukegan, IL) St. Norbert College Riverfront Development Highest & Best Use Analysis (De Pere, WI)
Performing Arts Center Feasibility Study (Burnsville, MN) Business Plan for a Proposed Mixed-Use Urban Village and Park in Downtown Minneapolis (Minneapolis, MN)
AREAS OF EXPERTISE
Tourism Strategic Planning
Hotel/ Mixed Use Development
Analyst in the Real Estate Industry
Urban planning
Research
Survey Analysis
Organizational Reviews
GIS
Business Management & Client
Relations
YEARS OF EXPERIENCE
With CHJC: 13 Y ears
With Other Firms: 5 Y ears
EDUCATION
Bachelor Urban Planning &
Development (Honors) – The
University of Melbourne, Australia
PROFESSIONAL
CONFERENCES &
AFFILIATIONS
Urban Land Institute (ULI)
Destination Marketing Association
International (DMAI)
DIRECTOR OF RESEARCH
/PROJECT ADVISOR
SARAH EMMERTON
JOHNSON CONSULTING
ATTACHMENT A
30 FEASIBILITY STUDY FOR A SIMI VALLEY AMPHITHEATER, CITY OF SIMI VALLEY, CA I DECEMBER 15, 2023
9 UNDERSTANDING OF THE ASSIGNMENT
The City of Simi Valley (“City” or “Client”) is seeking proposals to analyze the feasibility of a proposed amphitheater to be located at the City’s Civic Center on 3.5 acres of undeveloped land. The City is contemplating the development of an uncovered outdoor entertainment venue; an amphitheater.
Such a venue would host ticketed and non-ticketed events and could be used by a variety of local and touring acts, community organizations, and other governmental entities.
Johnson Consulting specializes in performing arts and amphitheater venues and has worked on hundreds of these projects across the nation, including in California and several similar communities to Simi Valley. The detailed analysis and recommendations prepared by our Team will provide the City of Simi Valley with the critical information to make the most informed decisions by determining the potential amphitheater’s market opportunity, economic viability and performance and the optimal size and scale of the amphitheater.
The results will serve as an objective, defensible foundation for communication with the general public, stakeholders and media about the purpose this potential venue fulfills in terms of strengthening the local economy as well as the resident and tourism experience in Simi Valley.
For an engagement of this nature, the following questions need to be addressed:
1. Market Perspective and Community Engagement: What is the overall assessment of the market? Which venues will the new amphitheater, compete with, or impact, and how will they perform vis-à-vis peer facilities in regional markets? Who will utilize the venue and what are their needs, desires and expectations, both from a patron and performing arts organization perspective? What are the community and local users’ opinions on the need for a new amphitheater? How will a new amphitheater impact other regional venues?
2. Program Considerations: What size and type of facility can the market support? What are the physical and technological attributes the venue should have? What is the optimal configuration to capitalize on the market trends and site attributes, and ensure flexible use of space today and in the future? How will the potential user groups impact the programming and demand of the amphitheater, considering performance and rehearsal needs? What site attributes offer the best opportunities for community and economic benefit? How can site design be optimized for effective operations, but most importantly, enjoyment for the community and visitors.
3. Operations and Financing: How will the amphitheater operate from a demand and financial perspective? What is the anticipated demand calendar and 5-year pro forma for the venue? What is the optimal approach to financing and funding the venue? Are there creative tools that can be used, such as capital giving campaigns, New Market Tax Credits, Economic Opportunity Zone funding? How should the facility be managed and operated? What is the cultural, job creation and economic impact to the community? Answering these questions is our standard practice and provides our Clients with the information they need to make informed decisions about the pursuit of the Project.
ATTACHMENT A
31 Experts in Convention, Hospitality, Sports and
Real Estate Consulting
Featured Project Experience
Experts in Convention, Hospitality, Sports
and Real Estate Consulting
Connecticut Convention
Center
Hartford, CT
Music City Center
Nashville, TN
Moscone Center
San Francisco, CA
Civic Center
Erie, PA
Convention Centers
University of Illinois at
Urbana-Champaign, IL
University of Nebraska -
Omaha Baxter Arena
University of Cincinnati
University of Central
Florida
Higher Education
One Central Station
Chicago, IL
Navy Hill Development
Richmond, VA
4th Street Live!
Louisville, KY
DC United Soccer
Stadium and Supporting
Entertainment District
Poplar Point,
Washington DC
Entertainment/
Mixed-Use Real Estate Districts
Kingsbridge Armory
The Bronx, NY
Cedar Point Sports Center
Sandusky, OH
Legacy Sports Park
Mesa, AZ
Hammond Sportsplex
Hammond, IN
Sports Tourism/Y outh Sports
Strategic Tourism Study
Baltimore County, MD
Cultural Tourism Master
Planning Services
Quad Cities
Tourist Based Economic
Development Study
Irving, TX
Regional Facility and
Tourism Analysis;
SWOT Analysis
Detroit, MI
Destination/Tourism
Proposed Performing Arts
Center and Conference
Center
Longmont, CO
Music City
Frisco, TX
Performing Arts Center
Sandy Springs, GA
Proposed Performing
Arts Center
Kenosha, WI
Performing Arts
Sonoma County Fair &
Event Center
Sonoma County, CA
Regional Event Center and
Agriculture Stewardship
Center
Sioux Center, IA
Dallas Fair Park
Dallas, TX
National Western
Complex
Denver, CO
Fairgrounds
Gateway Park
Amphitheater
Fort Worth, TX
Waterfront
Amphitheater
Improvements
Fond D, NJ
Utah Tech University
St. George, UT
Multi-Purpose
Amphitheater
Richland County, SC
Amphitheater
10 ATTACHMENT A
32 Arts & Cultural Center
St. Johns County, FL
Utah Tech Universtiy Amphitehater
St. George, UT
Capital One Conference Center/
Performing Arts Center
Tysons, VA
Gateway Park Amphitheater
Fortworth, TX
Multi-Purpose Amphitheater
Richland County, SC
Concert Hall &
Long Performing Arts Center
Austin, TX
South Padre Island Amphitheater/
Entertainment Venue
South Padre Island, TX
Ruth Eckerd Hall
Clearwater, FL
Tucson Arena, Convention Center, &
Performing Arts Complex
Tucson, AZ
Frisco Music City
Frisco, TX
Performing Arts Center &
Conference Facility
Longmont, CO
Brentwood Amphitheater
& Community Theater
Brentwood, CA
Experts in Convention, Hospitality, Sports
and Real Estate Consulting Featured Project Experience
Amphitheater
& Performing Arts
Longmont Times-Call
February 2020
Nancy Rezak, executive director of
Visit Longmont, said Friday that the
consultants ‘were really thorough’ in
speaking with different parties in the
community during the first phase of
the study and ‘very methodical in their
approach’ to determine the market
and demand for such a facility.
“
“
11 ATTACHMENT A
33 FEASIBILITY STUDY FOR A SIMI VALLEY AMPHITHEATER, CITY OF SIMI VALLEY, CA I DECEMBER 15, 2023
12 Alpharetta, GA – Alpharetta Performing Arts Center
Austin, TX – Palmer Auditorium/Bass Hall
Austin, TX – Long Center for Performing Arts
Burnsville, MN – Performing Arts Center “Heart
of the City” Project, National Mayor’s Community
Project of the Y ear Award
Cornelius, NC – The Cain Center for Perforrning
Arts
Chicago, IL – Arie Crown Theater, McCormick Place
Charlotte, NC – Charlotte Convention Center Long-
Range Masterplan/Hotel Analysis
Charleston, SC – Gaillard Center Analysis
Clayton, MO – Proposed Performing Arts Center
Clearwater, FL – Capitol Theater and Ruth Eckerd
Hall
Cleveland, OH – Scene Pavilion (Nautica Stage)
Clemson , SC - Clemson Conference Feasibility
Study
Columbia, SC - University of South Carolina Alumni
Center Market and Site Analysis
Dare County, NC - The Southside Site, Market
Feasibility & Economic Impact Study
DeSoto, TX – DeSoto Performing Arts Feasibility
Study
Doral, FL – Doral Performing Arts Feasibility Study
Duluth, GA – Infinite Energy Center (Gwinnett
Center)
Durham, NC - Durham Civic Center Expansion
Study
Erie, PA – Erie Civic Center Masterplan
Fayetteville, NC– Crown Center Performance Audit
Federal Way (Greater Seattle), WA – Performing
Arts Center
French Licks, IN – French Licks Events Center
Gary, IN – Genesis Convention Center (IN)
Gastonia, NC - Convention/Civic Center Feasibility
Study
Gig Harbor, WA – Performing Arts Center
Greylock Glen, MA – Conference/Education Center
Greenville, SC - Bi-Lo Center Naming Rights Valuation
Hartford County, MD – Arts and Cultural Facilities
Holland, MI – Holland Area Center
Kettering, OH – Fraze Pavilion Amphitheater
Lexington, KY – Lexington Center & Rupp Arena
McLean (suburban St. Louis), MO – Capital One Performing Arts Center Miami, FL – Dade Community College Arts Center & Museum Milwaukee, WI – Milwaukee Theatre (formerly Bruce Hall) Navy Pier, Chicago – Mixed-use Cultural District Feasibility & Economic Analysis New Y ork, NY – Cultural Districts Feasibility & Economic Analysis Peoria Civic Center (IL)
Quad Cities Arts Tourism Strategy Richland County, SC - Multi-Purpose Amphitheater Market Study
Richmond, VA – Altria Theater (Formerly Landmark
Theater
Richmond, VA – Richmond Centre / Landmark
Theater
San Joaquin County, CA – Arts and Cultural Venues
Sandy Springs (Atlanta suburb), GA – Performing Arts
Simpsonville, SC – Charter Amphitheatre & Heritage
Park
South Padre Island, TX – South Padre Island Amphitheater Southhaven Civic Center (MS)
Spartanburg, SC - Spartanburg Memorial Auditorium/
Performance Review & Executive Search
Tucson, AZ – Tucson Convention Center, Performing Arts, Arena Village of Arlington Heights, IL – Metropolis Theater
Wheaton, IL – Wheaton Grand Theater
Elmhurst, IL – Elmhurst Center for Performing Arts
I
n the 27 years since its founding, Johnson Consulting has conducted more than 200 studies for performing art centers through the U.S. that have been deemed a success by users and the surrounding communities.
PERFORMING ARTS CENTER EXPERIENCE
ATTACHMENT A
34 FEASIBILITY STUDY FOR A SIMI VALLEY AMPHITHEATER, CITY OF SIMI VALLEY, CA I DECEMBER 15, 2023
13 PROJECT HIGHLIGHTS
⊲ Public outreach and stakeholder
needs assessment
⊲ Market analysis
⊲ Regional and comparable
facilities analysis
⊲ Facility recommendations
⊲ Demand projections
⊲ Site analysis
⊲ Operating projections and
strategy
⊲ Funding strategies
⊲ Economic, fiscal and cultural
impacts analysis
⊲ Stakeholder engagement
⊲ Construction cost estimates
Johnson Consulting and DLR Group recently collaborated on an Amphitheater Feasibility Study for the City of Brentwood. The study included two areas of focus—analysis of the market, a feasibility study and operational model for the proposed outdoor Amphitheater and Event Center; and a market study for a Community Theater. The amphitheater project is the result of an agreement between a national housing developer and the City of Brentwood to develop an amphitheater and festival grounds for the community. The Community Theater project is the result of an effort by community arts organizations to develop a home venue for their productions and events. The theater will be jointly used by an area middle school and an Memorandum of Understanding (MOU) was developed to ensure that arts organizations had a fair share of access to the facility at affordable rental rates.
The results of the study allowed for the City of Brentwood to confidently make the most informed decisions about the viability of the proposed projects, as well as the sustainability of the proposed new cultural developments which best satisfies the community’s needs while maximizing the City’s return on investment.
BRENTWOOD AMPHITHEATER & COMMUNITY THEATER
BRENTWOOD, CALIFORNIA
ATTACHMENT A
35 FEASIBILITY STUDY FOR A SIMI VALLEY AMPHITHEATER, CITY OF SIMI VALLEY, CA I DECEMBER 15, 2023
14 PROJECT HIGHLIGHTS
⊲ Regional Demographic and
Socio-Economic Analysis
⊲ Case Study Profiles of
Competitive and Comparable
Facilities
⊲ Interviews with Management
Companies and Concert
Promoters
⊲ Identification of Market Potential
⊲ Program and Operating
Recommendations
Johnson Consulting was retained by the City of South Padre Island on multiple occasions over the past 20 years. Our most recent engagement concluded in 2023, where we provided
a market analysis assessing the merits of developing an Amphitheater/ Entertainment Venue adjacent to the South Padre Island Convention Centre. Our study served, in part, as an update to our Feasibility and Masterplan Study for the South Padre Island Convention Centre, which included a high-level assessment of the potential for an amphitheater.
The proposed Amphitheater/ Entertainment Venue was being considered on the mud flats to the northeast of the Convention Centre. Preliminary concepts indicate that it would include a stage, some fixed seating and then a deck over the flats. The hope was that upwards of 10,000-15,000 people could be
accommodated for large acts and festivals, with the key objective being to drive room nights throughout the year, especially during shoulder months. Specifically, it was intended that the Amphitheater/ Entertainment Venue would host concerts and festivals to entertain customers already in the market and make their experience better and longer; add concerts and festivals during the late spring and early fall (the area’s shoulder season); add smaller concerts aimed at the “Winter Texans” during late fall, winter and early spring; be used as a viewing area for Space-X Launches, when they commence in 2018 (or later); serve as a supplement to the Convention Centre, perhaps adding a tent structure, for banquet and social functions when larger association events; support the kite and wind surfing sector by providing a staging area for drop off and storage when the venue is not in use for other purposes; and create economies of scale by utilizing facilities at the Convention Centre to supply some bathrooms, vendor areas to support events, and provide food service and other support.
SOUTH PADRE ISLAND AMPHITHEATER/ ENTERTAINMENT VENUE
SOUTH PADRE ISLAND, TEXAS
ATTACHMENT A
36 FEASIBILITY STUDY FOR A SIMI VALLEY AMPHITHEATER, CITY OF SIMI VALLEY, CA I DECEMBER 15, 2023
15 Johnson Consulting was retained by the City of Sandy Springs to assess the merits of developing a Performing Arts Center (PAC) as part of the City Center development, a public/private partnership project that will provide a mixed-use development that will serve as the urban core of the City. The PAC is intended to achieve a variety of objectives including providing residents with cultural arts and entertainment programming and serve as a means to continually attract visitors to the City Center.
Sandy Springs has many of the key characteristics and
requirements necessary to support a PAC. Among the most important characteristics observed are the relatively young population; strong median household income; robust corporate and business community; well regarded cultural and arts organizations; and a highly accessible transportation network.
With younger households, a PAC can provide additional
amenities to meet the entertainment needs of local residents and educational programming to all age levels. Also, as part of the City Center, the PAC will exist in a dynamic environment that offers tremendous pre and post event activities that will serve residents and visitors alike. The PAC will also serve as the City’s Council Chambers during city council meetings.
Based on the consulting team’s analysis and judgment, an entertainment venue is consistent with development assets seen in the surrounding market and the desire to diversify the existing visitor base. The PAC has a 1,070-seat theater and a conference center with a 15,000 square foot ballroom, 7,500 square foot junior ballroom, and 7,500 square feet of meeting rooms. 2018 served as the inaugural season of the City Springs cultural venues.
PROJECT HIGHLIGHTS
⊲ One of the largest cities in
Atlanta Metro Area
⊲ Using the PAC as a destination
driver and anchor for a new
downtown corridor mixed-use
project
⊲ Development of a business and
operating plan
⊲ Supporting the local and regional
arts community
⊲ Stakeholder engagement
CITY CENTER PERFORMING ARTS CENTER
SANDY SPRINGS, GEORGIA
ATTACHMENT A
37 FEASIBILITY STUDY FOR A SIMI VALLEY AMPHITHEATER, CITY OF SIMI VALLEY, CA I DECEMBER 15, 2023
16 ARTS & CULTURAL CENTER
ST. JOHNS COUNTY, FLORIDA
Johnson Consulting and DLR Group were engaged by St. Johns County, FL to conduct a comprehensive arts and cultural study on how to diversify and grow the economic base of the County. After analyzing the County as a whole for arts and cultural venues and programing, a feasibility study including a market analysis and economic impact assessment was conducted that evaluated three alternatives for the design and location of a multi-use arts facility. An arts and cultural center, which may include space for performance art, exhibition space, studio/classroom space, administrative offices, retail space, public space and green space is under consideration for this study to further grow local tourism by diversifying the range and type of experiences available to visitors.
The scope of services involves analyzing existing performing, exhibition and studio space in St. Johns County; estimating market demand for performing, exhibition and studio space in St. Johns County; identifying potentially competing venues within a 100 mile radius of St. Johns County; developing three facility development concept plans (e.g. facility size, square footage of property, approximate location in the county, use of space, number of seats for performance space, number of studios/galleries, number of parking spaces, etc.); estimating feasible venue/space rental fees based on potential tenants; estimating the rough order of magnitude costs to develop each of the three concept plans; and projecting annual revenue and operational costs for each of the three concept plans.
Also as part of the more detailed analysis, Johnson Consulting developed recommendations on how to enhance and leverage existing assets like the Ponte Vedra Theater, the St. Augustine Amphitheater, and the theater venue at Flagler College as part of a arts and cultural action plan.
PROJECT HIGHLIGHTS
⊲ Arts and cultural center
conceptual plans and financial
viability assessment
⊲ Development program and
concept plans
⊲ Demand projections
⊲ Competitive positioning and
regional facility analysis
⊲ Financial projections
⊲ Economic impact analysis
⊲ Stakeholder engagement
ATTACHMENT A
38 FEASIBILITY STUDY FOR A SIMI VALLEY AMPHITHEATER, CITY OF SIMI VALLEY, CA I DECEMBER 15, 2023
17 SCOPE OF WORK
Johnson Consulting has developed a nationally recognized multi-task approach to determining project feasibility and providing business planning for amphitheater and performing arts center projects. We have used this process for hundreds of feasibility projects across the country and the world. A summary of our approach is provided below.
TASK 1 – PROJECT KICKOFF & INITIAL FIELDWORK
To initiate the process, we will hold workshops with Client Representatives to confirm the objectives of the study, develop clear lines of communication, review project methodology, and prepare a project work plan with deliverables and deadlines. Topics to be covered include:
Review any proposed project planning or discussions that have occurred to date, from a site location, physical, and business-planning standpoint, and any prior work or analyses that may have been conducted by, or for the City of Simi Valley. Meet with the Client representatives and stakeholders for the Project and discuss their objectives for the feasibility study.
Review the City’s near and long-term economic development objectives. Identify specific markets and niches for use of the new amphitheater. For these projects to be successful, they must appeal to an array of audiences and attract many types of events. Our Consulting Team is expert in identifying and evaluating the full cross-section of audiences that must come to venues to make them appealing to both promoters and taxpayers. Identify competitive/comparable markets for use in benchmarking. Utilize our Team’s extensive database of amphitheater and performing arts research developed for cities of similar size and demographics for benchmarking.
B.2. Methodology
ATTACHMENT A
39 FEASIBILITY STUDY FOR A SIMI VALLEY AMPHITHEATER, CITY OF SIMI VALLEY, CA I DECEMBER 15, 2023
18 We will also use this initial orientation as an opportunity to initiate fieldwork. Fieldwork activities will include:
Tour Simi Valley and the surrounding local area.
Tour and profile the existing performance and event facilities in Simi Valley and surrounding areas.
Perform potential user group interviews, including community theater, music and dance groups, local public officials and community leaders, businesses, and other stakeholders, to solicit a broad range of input and to acquire a complete coverage of the market area. Review and inventory of existing theatre, arts and cultural organizations – identify appropriate contacts and resources necessary to ensure complete review and assessment of issues and specific data.
TASK 2 – ECONOMIC, DEMOGRAPHIC AND DESTINATION MARKET ANAL YSIS Amphitheaters and performing arts centers have three distinct markets—a primary demographic trade area, a secondary area, and, if done correctly, a trade area that can pull from a much larger regional area, if the facility and its surrounding environment is compelling and if the programming strategies are superb. Our Consulting Team will define the potential catchment areas for a new amphitheater and conduct a economic and demographic market analysis. Our efforts will focus a significant amount of research into income and education levels, arts and cultural participation rates, and other key market factors that are unique to the success of amphitheaters and performing arts facilities. This data provides strong indicators of overall facility feasibility, sustainability, performance, and target market groups.
Our analysis will provide an objective, realistic assessment of the market’s strengths, weaknesses, opportunities, and threats (SWOT). Among the data to be analyzed will be:
Population and demographic trends and their impact on demand for arts, cultural and meeting space as it relates to attendance at amphitheater and performing arts events. Esri, CoStar, & Placer AI Analysis.
Current and target economic sectors and major employers. The current arts facilities in Simi Valley and organizations that do not have a permanent facility. Current and likely future trends in the amphitheater, performing arts, social and meetings industries.
Profile of the small- to mid-sized performance venue market to include site and facility layout, amenities, and capacity.
Inventory of public, non-profit, and private arts and cultural organizations, groups, institutions, schools, colleges and universities in the area. This will assist us in determining existing users as well as potential users of the amphitheater located in Simi Valley.
ATTACHMENT A
40 FEASIBILITY STUDY FOR A SIMI VALLEY AMPHITHEATER, CITY OF SIMI VALLEY, CA I DECEMBER 15, 2023
19 Hotel, retail and restaurant supply and growth patterns. This will allow us to interpret the local community’s ability to host larger events.
Transportation and assets.
Other data points and topics as identified.
TASK 3 – AMPHITHEATER AND PERFORMING ARTS TRENDS
We will use our Consulting Team’s extensive experience to determine and document industry trends, such as industry growth sectors, including, live music, theater, and family events, promoter trends, venue selection criteria, technology, overall industry health, and other factors that will influence the success of this Project. In addition to our industry experience, Johnson Consulting uses several industry resources to develop amphitheater and performing arts center trend information including PollStar, the International Association of Venue Managers, National Endowment for the Arts Survey of Public Participation in the Arts, and Destination Marketing Association International, and and Placer AI data to understand macro level visitation trends for similar developments.
Our Consulting Team will define the universe of facility types and quality levels that serve the multifaceted cultural, arts and events industry. The definitions will profile the market from the smallest to largest facility type, and facility quality levels from low quality to high quality allowing for the client group to get a sense of what is most appropriate for the Simi Valley community using industry specific terms and definitions. The Consulting Team will also highlight what types of events use specific types of spaces, including, but not limited to:
Business meetings, product launches, educational speaking series (“TED Talks”), weddings, parties, recreational programming, etc.
Performing arts including opera, classical music concerts, popular music concerts, dance, theater, comedy, storytelling, and other performing arts programs. Performing Arts educational programs, training classrooms and studios. Other event types as identified by market research.
TASK 4 – REVIEW OF EXISTING AMPHITHEATER AND PERFORMING ARTS VENUES This Task is critical to understanding if there is an area of opportunity for a new amphitheater based on the existing supply of facilities in the regional area. The Consulting Team will identify amphitheater, performing art centers and cultural arts facilities in the City of Simi Valley and region and their performance schedule, and determine implications for a new amphitheater by identifying trends in the area’s market absorption, maximum capacity, and un-accommodated business. We will compile statistical data on the size, quality, location, and performance of these facilities, including demand and operating information, as well as the impact to the region. We will also assess the level of competition for both content and visitation from comparable and competitive facilities within 100 miles (i.e. low competition, moderate competition, high competition).
ATTACHMENT A
41 FEASIBILITY STUDY FOR A SIMI VALLEY AMPHITHEATER, CITY OF SIMI VALLEY, CA I DECEMBER 15, 2023
20 TASK 5 – IDENTIFICATION AND FACILITATION OF STAKEHOLDER ENGAGEMENT Building on the previous tasks, the Consulting Team will work with Client representatives to identify potential project stakeholders, partnerships and synergies. We will interview select local arts organizations as well as regional and national event promoters, event planners, area universities, corporate entities, school districts, and other potential user groups identified. This will include individual meetings with City of Simi Valley community elected officials, and other major stakeholders. These discussions and outreach will gain insight into community support and need for a new amphitheater and what space(s) they are currently utilizing.
We will conduct a series of focus group meetings to solicit input and feedback, build understanding and support for the program recommendations, and identify partnerships and relationships that can successfully carry the Project forward through implementation.
We will form our focus groups around distinct categories of stakeholders related to the amphitheater, and ask them specific questions, as follows:
Potential Partners and Tenants such as local performing arts groups and traveling tours. We will ask specific questions of these groups regarding their physical and operational needs for the amphitheater, the ability of potential partners to provide financial and other resources, and the rental fee capacity of these organizations based on the current rental fee structure in the marketplace.
Event Promoters and Planners who are active in the local, regional and national touring concert and event markets. We will ask specific questions about the qualities they would seek in a new amphitheater, the types of events they could attract to the marketplace, perceived strengths and weaknesses of the City of Simi Valley as a destination for events, peer pricing and competition strategies, and key factors for success.
We will also conduct an online survey of the community to receive their input on the proposed Project. We regularly conduct these surveys and will work closely with the City on the development and distribution of the survey to ensure that it reaches and receives the widest possible audience.
TASK 6 – ANAL YSIS OF COMPARABLE AND COMPETITIVE FACILITIES In conjunction with the City and other key stakeholders, we will select five national comparable amphitheaters that may offer innovative ideas with respect to facility development or performance in the City of Simi Valley. We will then interview facility management and compile statistical data on the size, quality and performance of these facilities/markets, including demand and operational information, as follows and as avaialble:
Physical profile, development cost, funding approach and history. Profile of past, current, and future event calendars, event attendees’ origin and event program satisfaction, and operating performance, including:
ATTACHMENT A
42 FEASIBILITY STUDY FOR A SIMI VALLEY AMPHITHEATER, CITY OF SIMI VALLEY, CA I DECEMBER 15, 2023
21 – Number of events and attendance by type.
– Trends in recent event and attendance demand.
– Revenues and Expenses, by type.
– Analysis of rental fee structures, based on information provided by facility management. – Profile of management/ownership structures and funding mechanisms. – Analysis of local economic and demographic factors, such as population, per capita income, corporate and employment base, age breakdown, and others, which affect demand. – Analysis of local environment and support infrastructure including hotel rooms, retail, restaurants, key attractions, transportation, etc.
Placer AI Analysis to source where visitors are coming from. Available parking.
Future expansion plans.
Johnson Consulting has developed a substantial database of financial and operating data for performing art centers throughout the U.S. Our analysis will provide real world operating data and financial performance results that will be one of the primary inputs into our demand and financial analysis. Case study information on comparable and competitive facilities will be fully profiled in our report.
TASK 7 – RECOMMENDATIONS
The preceding market and demand analysis will assist in the development of a proposed building program and recommended operating model as well as site recommendations. Our Consulting Team will use information gathered from the preceding tasks to determine the appropriate amphitheater program and support space product that the City of Simi Valley will absorb, if any, over the next five to 10 years. We will also comment on their associated land uses components that could complement the venue and shared amenities.
Our Consulting Team will provide recommendations relating to the facility’s program, including options for optimal configuration and the overall size of the venue, commenting on and advising on the list of needed facility attributes. Additionally, we will recommend optimal pricing levels for facility rentals as well as optimal staffing requirements needed. Our Consulting Team will use this information to determine the appropriate amphitheater product that the City and the regional market can accommodate over the next 10 years.
Recommendations will include items related to, but not limited to the following:
Number, size, quality and type of performance and event spaces (back-of-house, small theater, rehearsal space, auditorium, reception space, dressing rooms, kitchen, lobby, and other needs as identified by the market research), based on optimal event footprints and consideration to
ATTACHMENT A
43 FEASIBILITY STUDY FOR A SIMI VALLEY AMPHITHEATER, CITY OF SIMI VALLEY, CA I DECEMBER 15, 2023
22 making the space multi-functional so that potential uses may include a variety of institutional, civic and corporate uses.
Number, size, quality and type of meeting and breakout spaces, catering facilities, etc. Facility rental fees based on the types of users and events. Desired and required amenities that may be necessary to accommodate the facility. Staffing requirements needed to operate the amphitheater. Phasing for future expansions or related adjacent development opportunities.
TASK 8 – SITE ANAL YSIS
The Consulting Team will assess the proposed site for the new outdoor amphitheater and analyze its appropriateness. For both the facility and surrounding site, a rough inventory of space, condition, occupancy, and other criteria will be made, analyzed and presented to the Client in a review meeting.
Evaluate potential site - Initial screening will be based on:
– Appropriate size
– Proximity to supportive land uses
– Opportunities for collateral support development
We will then examine the site feasibility - Once the rough screening of the site has been completed, its suitability for outdoor amphitheater development will be analyzed in detail.
Factors to be evaluated will include:
– Site size
– Topography
– Adjacent uses and urban linkages
– Accessible parking options
– Access
The Consulting Team will then report our findings of the site relative to the objectives of the City and characteristics that are required for the successful operation of an outdoor amphitheater and the site potential for enhancing Simi Valley as a destination for enhanced entertainment and cultural activities.
TASK 9 - DEMAND PROJECTIONS
Once the development program and potential site(s) has been agreed upon by Client representatives, the Consulting Team will prepare finalized demand projections for the proposed venue and outline the potential demand by market segment/event type for the first 5 years of operation. The following data and analysis will be included as part of this Task:
ATTACHMENT A
44 FEASIBILITY STUDY FOR A SIMI VALLEY AMPHITHEATER, CITY OF SIMI VALLEY, CA I DECEMBER 15, 2023
23 Complete analysis and demand profile of existing amphitheaters, arts, cultural and event centers in the region—Demand, demographic pull, market penetration, programming, physical attributes, operating and capital funding, revenue and expense profile, ownership structure, operational and organizational structure.
Analysis of any previous projections that have been prepared. Summarization of demand calendars for three to five comparable or example facilities that are the approximate size of the prospective facilities.
Development of long-range demand projections addressing the number of shows and events, number of event days, number of attendees, and the amount of space needed for various event types over a 5-year period.
Detailed interviews of regional arts groups, financial partners—corporations, foundations, philanthropists, for both capital support and programming support. Testing of demand projections using two analytical methods:
– ‘ BOTTOM-UP’ APPROACH: reflecting current demand as identified in the market and demand analysis, annual repeat events, turned away events, and transfers from other locations, and
– ‘ TOP-DOWN’ APPROACH: reflecting analysis of comparable facility demand, relative levels of supply and demand in the overall market and anticipated future market share.
TASK 10 - FINANCIAL PROJECTIONS
Based on our extensive knowledge of amphitheater and performing arts center operations and experience with similar facilities, we will develop estimates of income from various sources, including shows, events, grants and fundraising and contractually obligated income streams such as, but not limited to, sponsorships, advertising, and concessions. As part of the analysis, we will develop a detailed financial model for the new venue that includes a full discussion of assumptions and considers all factors that will affect the performance of the facilities. The model will generate a financial pro forma statement that summarizes a 5-year projection of revenues, expenses (including a projection of the annual surplus or subsidy needed for each of the first 10 years) and net operating income throughout the period of the projections. This will include estimates per square foot to build new.
Revenues will include: ticket sales, space rentals, concessions, novelties, advertising, parking, service charges, and others specific to this Project. Expenses will include: payroll, utilities, repairs and maintenance, advertising and marketing, security, insurance, management expense, capital reserves for replacement, and others identified.
ATTACHMENT A
45 FEASIBILITY STUDY FOR A SIMI VALLEY AMPHITHEATER, CITY OF SIMI VALLEY, CA I DECEMBER 15, 2023
24 The analysis will document a recommended approach to the management and delivery of services.
Details on staffing, food and beverage, parking, and other major line items affecting the operation will enable the reader to clearly understand the revenue and expenses; and therefore, the overall financial performance of the amphitheater.
Our analysis will also discuss the pros and cons of public ownership and operation versus public funding of the venues with private management as well as the implications of a completely private development. Longterm sustainability issues and risks will be addressed in this task as well.
At the end of this Task, the reader will be provided with a clear understanding of how the proposed facility is projected to perform based on different financing, management, and ownership structures.
It will also provide a comprehensive analysis of the impact of the amphitheater on other existing venues.
To further inform decision-making, at least three comparable case studies will be included. *Please note that in Task 12 we take a deeper dive into funding strategies.
TASK 11 - ECONOMIC AND FISCAL IMPACT ANAL YSIS
Based on the facility’s projected demand schedule and assumptions regarding origin of attendees, as well as the local and regional tax structure, our Consulting Team will project the economic, social and fiscal impacts that will accrue in the local market as a result of the annual operations at the amphitheater as well as the one-time construction impacts. The analysis will consider direct spending impacts, and indirect and induced impacts, fiscal impacts, and local employment and income impacts based on standard multipliers of direct impacts that are refined based on local market conditions. Economic impact is defined as incremental new spending in an economy that is the direct result of certain activities, facilities, or events.
The presentation of our economic and fiscal impact analysis will include the following:
DIRECT SPENDING – is an expression of the spending that occurs as a direct result of the events and activities that occur at the venue. For example, a patron’s expenditures on hotel rooms, shopping, and meals are direct spending.
INDIRECT SPENDING – consists of re-spending of the initial or direct expenditures, or, the supply of goods and services resulting from the initial direct spending at the venue. For example, a patron’s direct expenditure on a restaurant meal causes the restaurant to purchase food and other items from suppliers. The portion of these restaurant purchases that are within the local, regional, or state economies is counted as an indirect spending. INDUCED SPENDING – represent changes in local consumption due to the personal spending by employees whose incomes are affected by direct and indirect spending. For example, a
ATTACHMENT A
46 FEASIBILITY STUDY FOR A SIMI VALLEY AMPHITHEATER, CITY OF SIMI VALLEY, CA I DECEMBER 15, 2023
25 waiter at the restaurant may have more personal income as a result of the hotel guest’s visit.
The amount of the increased income the waiter spends in the local economy is called an induced spending.
TOTAL SPENDING – is the sum of direct spending, indirect spending, and induced spending. INCREASED EARNINGS – measures increased employee and worker compensation related to the Project being analyzed. This figure represents increased payroll expenditures, including benefits paid to workers locally. It also expresses how the employees of local businesses share in the increased outputs.
EMPLOYMENT – measures the number of jobs supported in the study area related to the spending generated as a result of the events occurring in the multi-purpose center. Employment impact is stated in a number of full-time equivalent jobs.
It may also be helpful in obtaining final funding grants and ongoing operating support by communicating how the Project can help drive demand to the area, how much employment will occur and how much tax revenue will be generated.
SUBJECT
PROJECT(S)
OVERNIGHT
ATTENDEES
DAY -TRIP
ATTENDEES
OVERNIGHT
OTHER VISITORS*
DAY -TRIP
OTHER VISITORS*
AVERAGE DAIL Y
SPENDING
(BY RELEVANT
CATEGORIES)
DIRECT
SPENDING
DETAILED
SPENDING
BY SECTOR
(TAX BASE)
EFFECTIVE
TAX RATES
IMPLAN
[MULTIPLIER RATES]
NET DIRECT
SPENDING
INDIRECT
SPENDING
INDUCED
SPENDING
INCREASED
EARNINGS
EMPLOYMENT
TAX REVENUES
ECONOMIC
IMPACT
FISCAL
IMPACT
ATTACHMENT A
47 FEASIBILITY STUDY FOR A SIMI VALLEY AMPHITHEATER, CITY OF SIMI VALLEY, CA I DECEMBER 15, 2023
26 TASK 12 - FUNDING AND MARKETING STRATEGIES
Our Consulting Team has extensive municipal and not-for-profit finance experience and private sector development experience in California and throughout the U.S. We will use our collective experience to judge what the market and financial models indicate, to help consider how to execute the Project. Previously, we have identified multiple private sector funding sources, created operating districts, and helped authorities create Tax Increment, Special Assessment and Tourism Development Zones and many other forms of finance support districts. We also have created special park districts and not-for- profit entities to help fund and operate amphitheaters, arts and cultural centers, sports complexes, hotels, conference centers, arenas, and real estate development districts.
Drawing on our experiences in markets across the country, and discussions with the City of Simi Valley and other stakeholders, our Consulting Team will recommend potential funding sources for the new amphitheater. We will provide sustainable funding models and associated business model for each funding model. We will review public initiatives such as tax increment financing, the market’s capacity in lodging or meals taxes, etc. In addition, we will explore the joint partnerships whereby the City and another entity would both contribute to financing cost for shared usage. We will draw upon examples of communities that have taken these various approaches. The report will set the stage for developing funding applications and deliberations regarding phasing, planning, and subsequent implementation.
We will offer a specific discussion regarding revenue sources that are available to public and private facilities, including benefactor naming rights and other specialized revenue streams, such as advertising, and based on market conditions.
Our Consulting Team will provide a top-level marketing strategy to support the programming. It will outline an effective marketing plan to serve the proposed scope and function of the facility, considering the community and proven methods for success in the City of Simi Valley.
ATTACHMENT A
48 FEASIBILITY STUDY FOR A SIMI VALLEY AMPHITHEATER, CITY OF SIMI VALLEY, CA I DECEMBER 15, 2023
27 REPORTS, MEETINGS AND DELIVERABLES
We are noted for the clarity and quality of our reports and all communications. The following are deliverable products that we will provide at a minimum to the City of Simi Valley:
DRAFT REPORT: Will be provided to the City within 120 days of contract award. The Draft Report will include an Executive Summary and fully documented findings and recommendations and will be accompanied by appropriate graphics and presentation material. Following the issuance of the Draft Report, the Consulting Team will meet with Client representatives to discuss key recommendations and receive input and guidance. Separately, a draft of the Master Plan update will be provided to the Client.
FINAL COMPREHENSIVE REPORT: We will provide a fully documented Final Report within 60 days of the submission of our draft report, it will include a succinct Executive Summary addressing all the City of Simi Valley’s comments and refinements received throughout the study period.
PRESENTATION: A PowerPoint presentation detailing our findings and recommendations will be provided on-site to discuss our findings from the feasibility and business plan.
We have budgeted for a minimum of three in-person meeting sessions – at kickoff, a mid-point workshop, and to present our findings and recommendations. Our staff may also be in the market to conduct fieldwork at other points during the study. We will be available for meetings and workshops during these fieldwork trips, and via conference calls throughout the duration of the study. We will work closely with the City of Simi Valley, and others as appropriate to ensure the timely delivery of a study that accurately meets your needs and requirements and addresses all relevant questions and concerns that arise.
ATTACHMENT A
49 WEEK 1
Work Program
Task 1 - Project Orientation & Initial
Fieldwork
Task 2 - Economic, Demographic &
Destination Market Analysis
Task 3 - Amphitheater & Performing Arts
Trends
Task 4 - Review of Existing Amphitheater
& Performing Arts Venues
Task 5 - Identification & Facilitation of
Stakeholder Engagement
Task 6 - Analysis of National Comparable
Facilities
Task 7 - Recommendations
C CM
PROJECT SCHEDULE
Conference CallsC
Meeting/WorkshopM
Draft ReportD Acceptance of Final ReportA
Final ReportF
PresentationP
Task 8 - Site Analysis
Task 9 - Demand Projections
Task 10 - Financial Projections
Task 11 - Economic & Fiscal Impact
Task 12 - Funding & Marketing Strategies
2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20
M
The schedule allows for three (3) formal in-person meetings – at kick-off and a mid-point or final workshop to present our findings and recommendations (the other workshops will be conducted remotely).
21 22
CC
28 M
Draft Report
23 24 25
Final Comprehesive Report &
PresentationReport
PDAF P
ATTACHMENT A
50 The Consulting Team will connect with the Client Group via Zoom for Team introductions, goal and vision setting for the project, discuss scheduling an initial site visit, along with tours, and various stakeholder meetings/focus groups.
WEEK 1
(START)
KICKOFF COORDINATION CALL
DATA REQUEST REVIEW & SITE VISIT
COORDINATION
PROJECT KICKOFF & SITE VISIT
Shortly after our initial meeting with the Client Group, the Consulting Team will issue a detailed data request as well as a meetings guide based on our previous discussions. We will review these requests and address any questions that may arise to the Client Group.
Additionally, we will review and collaborate with the Client Group, regarding our list of potential stakeholders and user groups on-site meetings and focus groups during our first site visit.
The Consulting Team will come to the market to participate in further goal and vision setting meetings with the Client Group. During this time in the market we will be touring existing facilities, the proposed site, important economic clusters within the region, meeting with community stakeholders, various arts organizations and perhaps an initial public open house to present the project and project team as well as explain the upcoming process and potential future dates in which we will be soliciting public input.
The Consulting Team will synthesize its notes and key observations from its site visit and initial meeting with the various stakeholders and the public. This meeting will help set the stage for both the team and the client as it relates to the comfort of the type of feedback we have been provided to date.
SITE VISIT RECAP
At the conclusion of the study, the Consulting Team will share a full Draft Report with the Client Group. This report will include the detailed findings, conclusions and recommendations. The Consulting Team will schedule a follow-up call with the Client Group about a week after issuance to do a high level review and allow for any questions, clarification or revision request by the Client Group.
DRAFT REPORT
Following the review of the Draft Report with the Client, the Consulting Team will work to finalize and address any and all revisions and edits needed.
FINAL REPORT
PUBLIC PRESENTATION OF FINAL FINDINGS
The Consulting Team will return to the market to present its final findings to the City of Simi Valley any other stakeholders or the public.
COORDINATION BETWEEN PROPOSER, CITY AND STAKEHOLDERS SUGGESTED WORK PLAN 29 AMPHITHEATER ANALYSIS CHECK-IN
The Consulting Team will share the findings of our Analysis to date with the Client Group. This document will present a comprehensive review of our market analysis, stakeholder feedback, case studies, survey results and a preliminary recommendation on a market driven program.
WEEK 6
WEEK 17
WEEK 25
ATTACHMENT A
51 FEASIBILITY STUDY FOR A SIMI VALLEY AMPHITHEATER, CITY OF SIMI VALLEY, CA I DECEMBER 15, 2023
30 EXHIBIT “C” INSURANCE REQUIREMNTS
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ATTACHMENT A
52 FEASIBILITY STUDY FOR A SIMI VALLEY AMPHITHEATER, CITY OF SIMI VALLEY, CA I DECEMBER 15, 2023
31 ATTACHMENT A: STATEMENT OF PROPOSER’S
QUALIFCATIONS AND REFERENCES
29 ATTACHMENT A: STATEMENT OF PROPOSER’S QUALIFICATIONS AND
REFERENCES (SUBMIT WITH PROPOSAL)
The Proposer is required to state the Proposer's financial ability and a general description of similar work performed.
Number of years engag ed in providing the work included within the scope of the specifications under the present business name: .
List and describe fully a minimum of three projects performed by your firm within the last five years, which demonstrate your ability to complete the work included within the scope of the specifications and where the Proposer has performed work in analyzing the feasibility of a proposed amphitheater to be locat ed at the City’s Civic Center. Attach additional pages if required. The City reserves the right to contact each of the references listed for additional information regarding your firm's qualifications.
Reference No. 1
Customer Name:
Contact Individual: Phone No.
Address:
Contract Amount: Year:
Description of work done:
Reference No. 2
Customer Name:
Contact Individual: Phone No.
Address:
Contract Amount: Year:
Description of work done:
Reference No. 3
Customer Name:
Contact Individual: Phone No.
Address:
Contract Amount: Year:
Description of work done:
The City of Brentwood, CA
Mulder, Bruce 925.516.5444
City Hall, 150 City Park Way, Brentwood, CA 94513
$99,920 2018
Amphitheater Feasibility Study
South Padre Island, TX
Randy Smith 956.761.8108
4601 Padre Blvd South Padre Island, TX 78597
St. Johns County Tourism & Cultural Development, FL
Tera Meeks 902.209.4420
500 San Sebastine View, St. Augustine, FL 32084
SJC Arts & Cultural Center Market Analysis & Feasibility Study 2018$83,500
$250,000 Multiple Engagements starting in
2005, most recent in 2023.
Feasibility Study for an amphitheater/entertainment venue, Master plan for the South Padre Island Convention Center
B.3. Statement of Qualifications/Reference Forms
ATTACHMENT A
53 FEASIBILITY STUDY FOR A SIMI VALLEY AMPHITHEATER, CITY OF SIMI VALLEY, CA I DECEMBER 15, 2023
32 30
(continued)
Reference No. 4
Customer Name:
Contact Individual: Phone No.
Address:
Contract Amount: Year:
Description of work done:
Reference No. 5
Customer Name:
Contact Individual: Phone No.
Address:
Contract Amount: Year:
Description of work done:
Discover DeKalb, Georgia, GA
James Tsismanakis 770.492.5000
1990 Lakeside Parkway, Suite 170 Tucker, GA 30084
2021
Market Analysis & Financial Feasibility Study for a Convention Center $109,860
County of Santa Clara, CA
Santa Clara County Fairgrounds - Market Analysis, Master Plan & Implementation Strategy (Multiple Assignments)
2015-2020
Glen Williams 408.512.4844
2310 North First Street, San Jose, CA 95131
$400,000
ATTACHMENT A
54 JOHNSON CONSULTING
MISSION STATEMENT
Johnson Consulting is committed to providing
governments, developers, and not-for-profits
with real estate market and financial analysis
and project implementation support for urban
and destination-oriented projects.
We guide our clients through organizational
advancement by way of best-practice advisory
services.
We promote the following values through our
work: objectivity, independence, economic
pragmatism, and social responsibility.
JOHNSON CONSULTING
6 East Monroe Street, 5th Floor
Chicago, IL 60603
312.447.2010 | chjc.com
ATTACHMENT A
55