Volusia County, Florida
Market and feasibility analysis of a new multi-purpose venue at an existing fairgrounds
Demand and financial projections
Strategic implementation plan
The Volusia County Fair and Expo Center in DeLand, Florida, retained Johnson Consulting to analyze the potential expansion of the Fairgrounds. The intention was to improve the Fairgrounds’ attractiveness and capacity to hold more trade shows, consumer shows, concerts, and sporting events. Initial concepts for expansion included a 30,000 to 50,000 square foot Multi-Purpose hall, a covered arena, and a new arena. Johnson Consulting’s market, feasibility and economic impact analysis of the expanded Fairgrounds was focused on determining the following: components to be included in a modern day, year-round fairgrounds complex; components appropriate for an upgraded Volusia County Fairgrounds complex; level of market supply and demand characteristics that could support expanded Fairgrounds facilities; reasonableness of the development costs; projected level of event demand at the expanded facilities; income and expense projections at the expanded facilities; economic and fiscal impact of an expanded Fairgrounds complex; and methods for communicating program recommendations with stakeholders.
Our analysis determined that the new multi-purpose hall was the most needed component of the masterplan at the time of our study. The economic and fiscal impacts of the incremental development were projected to create 140 full-time equivalent jobs; direct, indirect, and induced incremental spending of $17.6 million; and incremental fiscal impacts of $1.1 million.