Service

Market Opportunity Report

C2C Phase: Planning & Feasibility

The first step in the Concept to Concrete process, the Market Opportunity Report (MOR) is a careful analysis of a variety of market conditions that determine the opportunity for a potential new facility project. The MOR provides clients insight into the business model that aligns with their definition of success, local demographics and socioeconomics, sports participation rates, the optimal facility program (spaces and sizes), estimated construction (hard) and start-up (soft) costs, local competitors, and specific industry factors related to the youth and amateur sports, community recreation, wellness, fitness, and events.

Through work on $10 billion worth of new projects, Sports Facilities Advisory has developed the expertise, experience, and real-world data necessary to understand how successful venues are planned and funded. This document provides the critical market research necessary to move forward in developing a detailed financial forecast, approach early stage investors/partners, and provide concept validation for the client’s vision.

Service Highlights

Study Duration:
6-10 Weeks

Best Suited For:
Early-Stage Concept Validation

Led By SFA Development Advisors:

Getting started begins with a phone call.​

Frisco, CO

SFA scope of work included a review of existing data review, site tour/stakeholder interviews, program analysis, and financial forecasting for the masterplan. As requested in the RFP, SFA will continue to provide support with project implementation, financing, and operations.

Glen Cove, NY

SFA reviewed existing data on the project, studied the market, and strategized the vision for the facility with the client. We then prepared an executive summary-level document acknowledging the market opportunity.

West Des Moines, IA

SFA was engaged to review of existing data review documentation, and resources related to the project including floor plans, feasibility projections, organization structure, budget, and lease agreements in order to build a market opportunity report. After reviewing the existing data, SFA facilitated a Business Development Strategy Session (BDPS) in which they focused on defining success and refining the client’s vision, value propositions, financial resources and core competencies, products and services, strategic alliances, and financial success metrics. We then produced our Pro Forma to provide insight into the financial potential of the project. The document included projections related to construction and start-up costs, revenues/expenses by product/program, EBITDA, net income, facility utilization, and more. SFA also produced an economic impact report to project economic activity from out-of-town visitors who would not be in the market but for the events that will be held at the proposed facility.

Step 1

Kickoff Call and Preliminary Market Research

In our initial meeting our team will review the history of the project, data presented by the client, potential partners and stakeholders, and project timelines. Our preliminary market research will encompass demographics, sports participation in the region, and a competitive analysis.

Step 2

Business Development Planning Session

Led by your development advisor, this critical planning session serves as the cornerstone for your project in which we will refine the vision and value proposition and identify strategic alliances, and financial success metrics. For on-site sessions (optional) we will visit the site or potential sites, tour the market, and meet with stakeholders. 

Step 3

Draft Review and Final Delivery

Weekly calls or communications ensure SFA clients are engaged in the research and analysis of the study. Clients are provided a draft version of the report and time to review and ask questions. If additional research or areas of interest are identified, the research team is reengaged prior to providing the final report. 

Why SFA?

At SFA, we’ve worked extensively with over 2,000 communities throughout the country and internationally. It’s this volume of real-world data that allows us to identify the factors that best determine the feasibility of a sports or recreation venue project. It’s also what makes our market opportunity reports such an effective tool for communities and organizations beginning the facility development process. 

 

Experience

$10 billion in planned projects

Trust

Relied on by financial institutions

Impact

Over 2,000 communities served

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