City of Sanford, NC / Lee County, NC

Sanford,

Sports Complex Market Analysis And Needs Assessment

The City of Sanford and Lee County, North Carolina jointly engaged B&D, in partnership with Woolpert, in November 2014 to conduct a market analysis to evaluate the feasibility of leveraging a new multi-sport facility. The project arose from the community’s need for enhanced athletic facilities and a desire to generate economic benefits by drawing outside visitors to the area for tournaments and special events. After an in-depth tour of the community’s existing athletic and recreation facilities, we employed the following methodologies:

• A Strategic Asset Value work session with the city council, the county board, the board of commissioners, and the Friends of the Park to develop a detailed understanding of the proposed facility’s vision.
• Focus group interviews with youth sport leaders and business/civic leaders to understand the satisfaction levels with current facilities and preferences for those in the future.
• A demographic and market analysis to define the potential facility’s target market and characterize competitive facilities.
• Interviews with sports tournament organizers to quantify demand and inform program recommendations.
• A web-based community survey to assess current and future recreation and athletic facility preferences.
• A detailed site analysis to evaluate the current park’s ability to accommodate the proposed facility.
• An economic impact analysis to quantify the benefits of the proposed facility.
• A financial model to understand the proposed facility’s projected financial performance.

Key issues uncovered as part of our planning effort included an extremely high interest from city and county residents in creating a high-quality recreation and athletic facility and the belief that it was critical to the community’s economic development and recruitment efforts.

O.T. SLOAN PARK NOT LIKELY SITE FOR SPORT COMPLEX

After hopes that a multi-sport complex could be built at Sanford’s O.T. Sloan Park, as of Tuesday that dream will most likely not be feasible at that site.

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CITY: SPORTS COMPLEX COULD BE AN ‘ECONOMIC ANCHOR’

The Sanford City Council’s dream of a multi-sport complex at O.T. Sloan Park took another step toward becoming a reality Friday when council members met with representatives from Brailsford & Dunlavey, a Washington, D.C.-based program management firm, to fine tune their vision for the project.

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