Rays Fans Compared To Market Average

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• ABC Stadium Options GroupData Research and
  Realities Subcommittee
• Summary of Findings
• July 16, 2009

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COMMITTEE
Geralyn Franklin (ex Chair) University of
Dallas Sean Lux (co-Chair) USF Scott
Geiger (co-Chair) USF St. Petersburg Jon
DeLuca St. Petersburg Times Nancy
Howe Maddux Business Reports Joe
Flemming (ex-officio) City of St. Petersburg
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MISSION
Mission Identify, analyze and compare existing
and potential baseball trade areas within the
Tampa Bay MSA
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FIVE TRADE AREAS SELECTED

• Downtown St. Petersburg
• Mid-Pinellas (North St. Pete)
• Westshore
• Downtown Tampa
• Fairgrounds

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KEY CRITERIA

• Key Criterion Number of potential season ticket
  sales.
• 2 to 1 business to individual season ticket
  sales in most MLB markets.
• In Tampa Bay, that ratio is 2 to 1 individual to
  business season ticket sales

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SINGLE GAME TICKET BUYERS BY COUNTY
Data Accumulated By Tampa Bay Rays Ticket
Services.
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NEW 2009 SEASON TICKET HOLDERS VS 2008 BY COUNTY
2008 Season Ticket Holders
2009 New Season Ticket Holders
Data Accumulated By Tampa Bay Rays Ticket
Services.
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RAYS FANS AS CUSTOMERS

• Compared to the Tampa Bay market, Rays Fans are
  more likely to be
• Educated 45 more likely to have a
  post-graduate degree
• Wealthy 32 more likely to have a household
  income of 100,000 or more
• Homeowners 29 more likely to have a home
  valued at 350,000 or more

(100 Market Average)
Rays Fans defined as attended, listened to or
watched a Rays game in the past 12
months Scarborough Tampa, FL 2008 R2
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OVERVIEW
1. Methodology 2. Overview of the Tampa Bay
MSA 3. The Five Trade Areas in Detail 4. Findings
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DEFINING TRADE AREAS
Trade Areas were defined as 30 and 60 minute
drive times (avg from the mid-point in the trade
area). Maps were developed using ESRIs
proprietary software. ESRI utilizes the
TeleAtlas database to estimate drive times.
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EXAMPLE TRADE AREA
RED 30 MIN GREEN 60 MIN
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METHODOLOGY

• Trade Area Overview
• Population Demographics
• Trade Area Business Activity
• Potential Business Season Ticket Holders
• Trade Area Baseball Market
• Potential Individual Season Ticket Holders

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DATA SOURCES

• Overview
• ESRI (estimates based on 2000 U.S. Census)
• Equifax (information from credit ratings)
• Business Activity
• Dunn Bradstreet (all U.S. businesses
  processing credit card transactions)
• Baseball Market
• ESRI (market tapestries)
• Scarborough (phone survey)

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COMPILING THE DATA
ESRI compiles its data based on the trade area
maps its software develops. Equifax, Dunn
Bradstreet, and Scarborough data were compiled by
zip code. We approximated what zip codes were in
each 30 and 60 min trade area for these data
sources. Data for Polk and Sarasota Counties
unavailable for Equifax Dunn Bradstreet
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TAMPA BAY MSA

• 2008 2013 (est.)
• Total Households 1,720,306 1,848,609
• Total Population 3,426,162 3,742,946
• Median Age 46 47
• Household Income 48,056 51,184
• 7 Counties Hernando, Hillsborough, Manatee,
  Pasco, Pinellas, Polk, Sarasota
• Source ESRI

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GROWTH BY COUNTY

• 20091 2014 1 20302 20503
• Pinellas 928,860 915,823 1,093,857 1,372,781
  
• Hillsborough 1,222,012 1,326,822 1,672,554 2,
  098,901
• Pasco 471,208 538,705 692,973 945
  ,296
• Manatee 327,229 355,638 461,801 622,210
• Polk 600,417 663,560 945,296 1,047,890
• Sarasota 394,369 426,950 503,436 695,985
• Hernando 173,694 198,988 261,139 347,960
• 1Source ESRI
• 2Source Regional Economic Models Inc. (REMI),
  Bureau of Business and Economic Research (BEBR),
  West Central Florida Transportation Model (WCF
  Tran)
• 3Source REMI WCF Tran

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PERCENTAGE GROWTH

• 20141 20302 20503 TOTAL
• Pinellas -1.40 19.44 25.50 47.79
• Hillsborough 8.58 26.06 25.49 71.76
• Pasco 14.32 28.64 36.41 100.61
• Manatee 8.68 29.85 34.74 90.15
• Polk 10.52 42.46 10.85 74.53
• Sarasota 8.26 17.91 38.25 76.48
• Hernando 14.56 31.23 33.25 100.33
• 1Source ESRI
• 2Source Regional Economic Models Inc. (REMI),
  Bureau of Business and Economic Research (BEBR),
  West Central Florida Transportation Model (WCF
  Tran)
• 3Source REMI WCF Tran

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DOWNTOWN ST. PETERSBURG
RED 30 MIN GREEN 60 MIN
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MID PINELLAS
RED 30 MIN GREEN 60 MIN
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WESTSHORE
RED 30 MIN GREEN 60 MIN
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DOWNTOWN TAMPA
RED 30 MIN GREEN 60 MIN
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FAIRGROUNDS
RED 30 MIN GREEN 60 MIN
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OVERALL COMPARISON
30 Minute Trade Areas

• 20351 20502 GROWTH
• Downtown
• St. Petersburg 1,543,047 1,749,816 13.40
• Mid Pinellas 2,186,612 2,482,183 13.52
• Westshore 2,795,898 3,249,366 16.22
• Downtown
• Tampa 2,265,168 2,649,404 16.96
• Fairgrounds 2,197,280 2,626,506 19.53
• 1Source Tampa Bay Region Metropolitan Planning
  Organizations (MPOs)
• 2Source West Central Florida Transportation
  Model (WCF Tran)

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OVERALL COMPARISON
60 Minute Trade Areas

• 20351 20502 GROWTH
• Downtown
• St. Petersburg 4,647,134 5,572,165 19.91
• Mid Pinellas 4,982,194 6,049,258 21.42
• Westshore 4,958,365 2,793,825 22.36
• Downtown
• Tampa 4,958,365 6,066,817 22.71
• Fairgrounds 5,267,652 6,459,167 22.62
• 1Source Tampa Bay Region Metropolitan Planning
  Organizations (MPOs)
• 2Source West Central Florida Transportation
  Model (WCF Tran)

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OVERALL COMPARISON
2008 30 Minute Trade Areas
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KEY FINDINGS
For 2008.

• All five trade areas have similar populations
  within 60 minutes drive time.
• However, differences exist amongst the 30 minutes
  trade areas.
• The Downtown St. Petersburg trade area has less
  economic activity and population than the other
  four.

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KEY FINDINGS
2008 30 Min Trade Areas

• Compared to the average of the other four trade
  areas, the Downtown St. Petersburg Trade Area
  has.
• 28 less population
• 9 less household income
• 35 less households with 75K of greater in
  income
• and is 8 older

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OVERALL COMPARISON
2013 60 Min Trade Areas
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KEY FINDINGS
2013 60 Min Trade Areas

• Differences in 60 min trade areas begin to
  develop.
• Hillsborough TAs will grow approximately ¾ more
  than Downtown St. Pete.
• Homes w/ more than 75K income will grow by 20
  more in other four TAs over Downtown St. Pete.

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ECONOMIC ACTIVITY COMPARISON
2008 30 Min Trade Areas1
1 Firms with more than 10 employees. Source
DunnBradstreet
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KEY FINDINGS
2008 30 Min Trade Areas

• Mid Pinellas, Westshore, and Downtown Tampa have
  an average economic activity of 85.23 Billion
• Fairgrounds Trade Area has 15.3 B or 18 less
  economic activity
• Downtown St. Pete has 17.4 B or 20.5 less
  economic activity

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BASEBALL MARKET COMPARISON
2008 30 Min Trade Areas
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KEY FINDINGS

• Mid Pinellas, Westshore, and Downtown Tampa have
  more Rays Fans than
• Downtown St. Pete Trade Area (116K or 26.5
  less)
• Fairgrounds (153 K or 27.6 less)

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KEY FINDINGS

• On average, more people currently attend Rays
  games from Mid Pinellas, Westshore, and Downtown
  Tampa than
• Downtown St. Pete Trade Area (39.95 K or 18.35
  less)
• Fairgrounds (84K or 32.6 less)

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KEY FINDINGS
The further away from the stadium you live, the
less likely you are to attend Rays games
Trade Area of Population attending Downtown
St. Pete 19.16 Mid Pinellas 17.49 Westshore
15.59 Downtown Tampa 14.85 Fairgrounds
11.90
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KEY QUESTION
Would more or less of 19.2 of the population
attend a Rays game IF the stadium was within a
30 min drive? Limited information to address
this question. ESRIs Market Tapestries provides
some insight.
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WHATS A TAPESTRY?

• ESRI categorizes Americans by 12 life
  styles/stages and 11 location categories.
• This creates 65 consumer segments or
  tapestries.
• ESRI studies the buying patterns of people in
  these 65 tapestries.
• Purchasing behavior information is deduced on
  media, financial, entertainment, diet, and
  vacation preferences.

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ENTERTAINMENT PREFERENCES
TAMPA BAY MSA
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POTENTIAL SEASON TIX
Population breakdown by Trade Area for consumers
with attending baseball games as a stated
entertainment preference
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WHATS NEXT?
Questions?