Budget Hearing Five Flags DocMEMORANDUM
February 21,2003
TO:The Honorable Mayor and City Council Members
FROM:Michael C. Van Milligen, City Manager
SUBJECT:February 24, 2003 Budget Hearing
I wanted to provide you with a copy of the "Analysis of Potential Future Uses for the
Five Flags Center" and a breakdown of CIP costs to implement the study as Five Flags
transitions into a Civic Center from a Conference Center.
Michael C. Van Milligen
MCVM/jh
Attachment
cc: Barry Lindahl, Corporation Counsel
Cindy Steinhauser, Assistant City Manager
Pauline Joyce, Administrative Services Manager
FIVE FLAGS CENTER
RENOVATION PLAN
· DEHUMIDIFICATION
$150,000 + $40,000 design and contingency ................................... $ 190,000
· 70-TON CHILLLER
$250,000 + $65,000 design and contingency ................................... $ 315,000
· DASHIER BOARDS
$250,000 + $25,000 contingency ..................................................... $ 275,000
· ICE COVERING
$100,000 + $10,000 contingency ..................................................... $ 110,000
· CROWD CONTROL BARRIERS
$20,000 ............................................................................................ $
20,000
·BLEACHERS
$450,000+$120,000designand contingen~ ................................. $ 570,000
· SECOND LEVEL LOBBY
~/concession stand - $20,000 + $5,000 design and contingency ..... $ 25,000
~/fill openings -- $20,000 + $5,000 design and contingency .... $ 25,000
· SECOND LEVEL MEETING ROOMS
$16,000 + $4,000 design and contingency ...................................... $
· BIJOU ROOM
$64,000 + $16,000 design and contingency ..................................... $
20,000
80,000
· PUBLIC LOBBY AND CIRCULATION
$400,000 + $106,000 design and contingency ................................. $
506,000
· OTHER ITEMS TO CONSIDER
portable floor coverings, wall treatments for specific event types,
added second level storage
$185,000 + $49,000 design and contingency ................................... $
234,000
· FALL PROTECTION
$250,000 + $62,500 design and contingency ................................... $ 312,500
TOTAL ........................................................................................................ $ 2,682,500
INFLATION
$2,370,00 x 2.5% x 2.5% ............................................................................ $ 2,805,000
Analysis of Potential
Future Uses for the
Five Flags Center
Preented to the:
City of Dubuque
October 30,2002
October 30, 2002
Mr. Gil D. Spence
Leisure Services Department
City of Dubuque
2200 Bunker Hill Road
Dubuque Iowa 52001-3010
Dear Mr. Spence:
We have completed the analysis of potential future uses for the Five Flags Center (Center). The
attached report presents our research, analysis and findings and is intended to assist the City of
Dubuque (City) in evaluating short and long-term Center capital expenditures. In addition, the
firm of DdY Architects has prepared an overview of potential physical improvements to the
Center, and general costs for such improvements.
All findings and recommendations presented as a part of this study reflect the analysis of primary
and secondary information, including information provided by the Center, City, Chamber of
Commerce and Convention and Visitors Bureau. Information provided by third parties has not
been audited or verified, unless otherwise noted, and is assumed to be correct. As any
projected information provided as a part of this study is based on various trends and
assumptions, there will be differences between the information presented and actual results,
because events and circumstances frequently do not occur as expected and those differences
may be material.
Findings and recommendations made by CSL are based on :he scope of services agreed to under
contract with the City. CSL cannot be held responsible for any future marketing efforts and/or
other management actions on which the future performance of the facility will depend.
We sincerely appreciate the assistance and cooperation we have been provided in the
completion of this report and would be pleased to be of further assistance in the interpretation
and application of our findings.
Very truly yours,
CSL International
Conventions, Sports & Leisure International
3021 Harbor Lane, Suite 210 · Minneapolis, _biN55447 · Telephone 763.553.9700 · Facsimile 763.553.9709
Table of Contents
I. Introduction ....................................................................................................... I
II.Historical Facility Operations and Local Market Analyses ...................... 2
IlI. Regional and Comparable Facility Analysis ............................................... 20
IV. Potential Five Flags Event Analysis .............................................................. 40
Appendix - DUY Architectural Assessment
EXECUTIVE: SUMMARY
This summary highlights the key findings of the analysis of potential future uses for the
Five Flags Center. The full report should be reviewed in its entirety to gain an
understanding of the study methods, limitations and implications.
Current Center and Market Characteristics
· The Five Flags Center has hosted a variety of events, including ice events, public
shows, sporting events, conventions, meetings, banquets, plays, symphony
performances, tradeshows, concerts, weddings, private functions, sporting
events, spectator and family shows and other such events
· Over the past two fiscal years, the Center has generated an average of 224 total
events per annum. Meetings have historically comprised the majority of total
events, accounting for approximately 40 percent of all event days for each of the
years reviewed.
· Banquets, meetings and parties comprise the greatest number of events hosted
at the Five Flags Center, averaging nearly 60 such events per annum. Other
event types generating significant business for the Center include sporting
events, concerts/stage shows, public skating and other events.
· Based on a review of past Center use data, it is estimated that approximately 33
percent of overall utJlization comprises conventions, tradeshows, public shows,
banquets, meetings and parties. A portion of this business will likely transfer to
the new America's River facility due to the availability of newer facilities. Events
that are price sensitive, sponsored by the City or other such events will likely
remain at the Five Flags Center.
· Population in the Dubuque MSA ranks at the mid to Iow range of the
comparable market range. This is an initial indication that events that rely on
area population (concerts, entertainment and related events) will view Dubuque
as a mid-tier market.
Rev/ew of Event Potential for a Re-Configured Rye Flags Center
The universe of potential events for the flexible Center is large. As such, in
effort to better understand this vast market, a sampling of events hosted by
regional and comparable facilities was prepared. Event lists for these facilities
were reviewed in detail to assess whether or not the Five Flags Center could
benefit from new or expanded event sources.
Analysis of Potential Future Uses for the Five Flags Center
Executive Summarf
Page ES- I
Based on a review of ,chis data, there are several event categories ,chat the Five
Flags Center has not historically participated in to a significant degree, These
include:
~ Spectator/promoted ice shows;
~ Festivals, flea markets and fairs;
~ Music, comedy and entertainment events;
~ Arts-related events and exhibits;
~ Reunions;
~ Academic exhibitions; and
~ Major sporting exhibitions.
As part of this analysis, the ability of the Dubuque market to attract events in
these markets was evaluated based on:
~ Surveys of event promoters throughout the region;
~ Interviews of local individuals and organizations that impact the Five Flags
Center;
~ A focus group session with primary users of the Center;,
~ Local demographic information that impacts the ability of the market to
attract events; and
~ Ocher such data.
Within the remainder of this section, data from the comparable facility analysis
summarized above, in addition to information generated from event planner
surveys, surveys of local organizations and a review of local demographic
characteristics and other such data, was used to prepare a detailed overview of
the market potential for the Five Flags Center in each of these event categories.
Data regarding potential project costs and related architectural issues prepared
by DdY Architects is incorporated into the overview. The DdY Architects
report is included as an appendix to ,chis report.
Analysis of Potential Future Uses for the Five Flags Center
Executive Summary
Page ES-2
Five Flags as an Ice Facility
What ore the market characteristics of this event segment?
· The Dubuque market is unique in that the Five Flags Center provides the city's
sole ice sheet.
· The potential event utilization of the Five Flags Center could be reduced by
future development of one or more unrelated ice sheets in the community.
· Potential increase in daily use of the Center could come from the development
of year-round ice at the Five Flags Center.
· Discussions with local ice event representatives and management of other state-
wide facilities indicates potential demand in specific areas:
· Clinics · Open Skating
· Lessons · Freestyle Skating
· High School Hockey · Competitions
· Youth Hockey League · Skating Clubs
· Adult Hockey Leagues · Camps
· Amateur Hockey Leagues · Roller Hockey
Wh~t are the building modifications that will be needed to accommodate this event segment?
There are several improvements that will be required to allow the Five Flags Center to
increase its ice-related event programming. These include:
· New ice rink system
· Upgraded HVAC system installation
· New dasher boards
· Added chiller capacity
The costs for the above improvements are estimated at between $1,160,000 and
$ 1,500,000. For these costs, a new ice system could be installed with a larger ice sheet.
For a cost of up to $780,000, the ice season could be expanded using the existing ice
system. These costs do not include new ice insulation. This improvement is discussed
later in this summary.
Analysis of Potential Future Uses for the Five Flags Center
Executive Summary
Page ES-3
What other issues should be considered when evaluating added ice capacity at the Five Flags
Center?
Center management should work with the local ice organizations to develop and
promote the various ice activities noted above.
Adding dates for ice events may impact the ability to attract added flat floor
events (concerts, tradeshows, public shows, etc.). Scheduling for the Canter
should not result in a loss of popular music and entertainment events due to
activities such as open skating, practices and other Iow attendee events.
The operation of the Center with a longer ice season could result in higher
operating costs (utilities, maintenance, labor). For example, utility costs may run
$300 per day, with added costs for labor at $8.50 to $10.00 per hour for several
hours per day. Costs for change-over from and back to ice run $1,800 although
this cost could drop with a new ice covering.
The added dates for ice events may allow for added operating revenue as
occupancy at the Center has historically been very Iow during periods that have
not historically operated with ice.
Five Flags as a Consumer/Festival Facility
What are the market characterizes of this event segment.;
Community-wide festivals represent an important component of overall use at
comparable centers. These events draw large numbers of attendees to the area of the
Center and can serve to create a day-long or weekend experience that is beneficial to
the local populace. These events include:
· Food festivals;
· Ethnic events;
· Octoberfes~;
· Product sales;
· Flea markets;
· Downtown merchant sales;
· Swap meets; and
· Other such events.
Analysis of Potential Future Uses for the Five Flags Center
Executive Summary
Page ES-'I
The Five Flags Center can serve as a base facility for these types of festivals. The entire
downtown can benefit from the additional pedestrian traffic generated and the
community can benefit from the addition of viable entertainment opportunities.
In terms of consumer shows, Five Flags Center has historically hosted a variety of events
including, but not limited to: craft shows, career fairs, home shows, boat shows,
wedding/bridal shows, dog shows, etc. Based on discussions with event promoters,
several would prefer to remain at the Five Flags Center, rather than shifting to the new
conference center for a variety of reasons including.
· Affordable rental rates
· Quality of service
· Established booking practices
Concerns regarding the Five Flags Center include:
· Parking
· Ice/insulation
· Limited exhibit space offerings
· Ingress/egress difficulties
· The level of finish/need for restoration of the current facility
These concerns will need to be addressed to accommodate both festival and consumer-
oriented events.
What are the building modificmions that will be needed to accommodate this event segment?
To successfully accommodate new festival events and existing consumer shows, there
are several physical issues that should be addressed, including.
· Parking attendant to direat attendees to ramps
· Improved ice insulation
· Improved load-in/load-out capabilities
Costs for ice insulation is estimated at $75,000 to $100,000. Costs for crowd control
barriers are estimated at $20,000. In terms of improving load-in/load-out, physical
improvements are not likely viable. Consideration should be given to temporarily
Analysis of Potential Future Uses for the Five Flags Center
Executive Summary
Page
closing two lanes of traffic adjacent to the Center during heavy move-in/move-out days.
If this is not successful in improving the access to the Center, physical remedies could
be considered; however, these would likely involve expanding the envelope of the
Center and be very expensive.
What other issues should be considered when evaluating consumer/festival events at the Five
Flags Center?
Beyond physical changes, there are other issues that need to be addressed to increase
the ability of the Five Flags Center to participate in this market. These include:
· Improved ice insulation could reduce change-over time and costs.
· The current Five Flags rental structure is lower than most comparable venues,
and with facility improvements, modest increases appear warranted. The new
conference center will likely have a rent structure higher than that of the Five
Flags Center, thus enhancing the desirability of Five Flags in this market~
· Providing added marketing assistance. Consideration should be given to using
Five Flags Center staff to assist in the marketing of consumer and festival events.
· Sharing risk between the Center and promoter. To the extent a promoter is
involved, the Center should consider offering negligible rent in cases where
other revenue sources (food and beverage, electrical, etc.) would offset costs.
· Similarly, consideration should also be given to a co-promote arrangement
where the Center.would work with a local TV or radio station to produce a
festival event, sharing in the costs and benefits.
Five Flags as a Music/Entertainment Facility
What are the market characteristics of this event segment
Promoted spectator events represent a lucrative market, consisting of concerts, family
shows, stand-up comedy, circuses, magic shows, professional wrestling, rodeos, motor
cross racing and other entertainment acts. The Five Flags Center currently hosts a
modest level of these events.
Based on interviews with event promoters, Dubuque is considered a viable market for a
number of concerts and family shows. However, there has been some concern raised
as to the limited size of the market population (89,300 metropolitan statistical area) and
the resulting inability to draw significant crowds/atsendance levels necessary to turn a
prot'~ or warrant a return. Competition from markets including Cedar Rapids,
Analysis of Potential Future Uses for the Five Flags Center
Executive Summary
Page ES-6
Waterloo, Des Moines, Ames, La Crosse, Madison, Quad Cities, Rockford, Peoria and
Chicago will impact major touring events.
Headliner concerts and entertainment acts, major family shows and other promoted
events generally stop in Dubuque once every couple of years. Given the current area
demographic profile, primary event focuses for the Five Flags Center in future years
should include:
· Secondary market shows
· Agent booked events
· Musical productions
· Theater productions
· Specialty events (illusion art, comedy, etc.)
· Motor sports (ventilation issues may need to be addressed)
It is expected that the addition of permanent ice would not detract from the venue's
potential event base.
What are the building modifications that will be needed to accommodate this event segment?
· Improvements to the quality of the seating
· Sufficient flexibility in staging at various points in the Center
· Installation of seating that allows for flexible configurations for various capacity
and staging arrangements
· Improvements to the overall ambiance of the Center and the pre-function space,
particularly for theater and related productions
The potential costs for improvements to seating and public areas are estimated to range
from $1,075,000 to $1,300,000.
Analysis of Potential Future Uses for the Five Flags Center
Executive Summary
Page ES-7
What other issues should be considered when evolving added ice capacity at the Five Flags
Center?
· Management of the Five Flags Center should consider partnering with area
promoters and radio stations to co-promote concert and other music events.
This may involve a sliding scale for rent with limited or no rent for Iow attended
events and a premium rental payment for successful events with high attendance
levels.
· Management of the Center should have authority to negotiate arrangements
with promoters and other organizations for use of the Center within certain
parameters.
Five Flags as an Arts Facility
Whct are the market characteristics of this event segment?
Based on discussions with local arts group representatives, there is an opportunity to
capitalize on the existing arts components at the Five Flags Center.
Second level space, as well as the "black box" space could be used for.
· aerobics
· art studios and workshops
· dance
· rehearsal space
· music lessons
· smaller music and theater productions
· poetry readings
· office space
Improvements to the Bijou room could also provide for a more conducive environment
for performance events.
Analysis of Potential Future Uses for the Five Flags Center
Executive Summary
Page ES-8
What are the building modifications that will be needed to accommodate this event segment?
To accommodate such events, consideration should be given to maximizing the
flexibility of the second floor meeting space. Primary investment should include:
· Portable floor coverings - Wood floors for dance, cushioned mats for aerobics and
a standard carpeted floor for other events.
· Wall treatment to allow for specific event types - Mirrored walls to accommodate
dance and similar performance events, with a simple curtain system to cover
such wall treatment to accommodate other events.
· Added concession space - Current space does not fully accommodate the needs of
highly attended events.
· Consolidate second floor space - Fill in openings between first and second floor.
· Consider adding second level storage - This would involve decking a portion of the
existing first floor storage space.
· Improved wall treatment, lighting, flooring and related upgrades to the Bijou Room.
Beyond the multiple use of the meeting space, considerations should be given to the
installation of a visual arts component throughout the facility that could create a kind of
"walking museum". This would require an element of security in the facility to allow for
the display of original art work. Costs for these improvements could range from
$157,000 to $185,000.
What other issues should be considered when evaluating a higher arts industry profile at the
Fwe Flags Center?
· The installation of an information kiosk in the lobby could serve to highlight
artists on display, and refer patrons to local museum facilities, restaurants and
related establishments.
· Center management should consider partnering with local arts groups for
development of arts and educational programming for the center, including
musical, theater and related events.
· A public art initiative should be considered to acquire temporary exhibits for the
public spaces of the Center. The artwork could be based on a process of juried
selection. Security of the pieces will need to be considered and can be
accomplished by individual electronic security devices that are not a significant
COSt.
Analysis of Potential Future Uses for the Five Flags Center
Executive Summary
Page E5-9
The ingress/egress into the Bijou room, as well as the overall connection
between the Theater and the Five Flags Center, should be evaluated with a focus
on potential reconfiguration of the spaces. This would allow for better
coordinated lobby areas and improved functionality of the Bijou room.
Other Event Potential and Facility Improvements
Based on discussions with local representative and a review of comparable facility data,
there are a variety of other event types that should be explored to enhance the
Center's event calendar.
· Science fairs, educational competitions and other revenue producing events with
the local schools. This would require an upgrade in Internet connectivity and
related technology of the Center.
· Reunion events sponsored by SMERF (social, military, educational, religious and
fraternal) organizations.
· Ethnic dances and parties, marketed to an increasingly diverse population.
· The development of weight training and other exercise equipment space in the
Center, potentially marketed to downtown workers and residents.
To accommodate these and many of the other events summarized herein, the Center
should offer the current level of technology in terms of high speed data transfer. This
will likely require the installation of T-I lines within the center, or some other form of
high speed data access. As noted above, an informational kiosk could provide patrons
with information as to the event calendar, other downtown events, museum exhibits,
restaurants, shopping and related items. The high speed data access can support the
kiosk in terms of allowing patrons to access information electronically, and potentially
reserve tickets for future events, make dinner reservations, and access other
information regarding the downtown area and the overall community. Costs for these
initiatives have not been included in this analysis, and should be studied further as
planning for the project continues.
Based on the analysis summarized above, there is a potential for the re-configuration of
the Five Flags Center to significantly enhance future Center event levels, and to broaden
the focus of the facility to include festivals, public markets, entertainment and added ice
events, The physical and operational changes summarized above will be required to
attract and maintain added Center event activity. Total costs for physical improvements
range from $2.5 million to $3.1 million. These costs are exclusive of architectural,
engineerin~ contingencies and related fees.
Analysis or' Potential Future Uses for the Five Flags Center
Executive Summary
Page ES-lO
I. INTRODUCTION
The Five Flags Center is the largest venue in the Dubuque area catering to public
assembly events and has served the community since 1979. With an anticipated
completion in late 2003, the $188 million mixed-use America's River Project will include
the new Mississippi River National Education and Conference Center and other visitor
related amenities. The Conference Center will consist of more than 50,000 square feet
of rentable space and will function as the community's primary convention center.
With the opening of the Conference Center, a significant portion of current users of the
Five Flags Center will likely relocate. Conventions, Sports and Leisure International
(CSL) was engaged by the City of Dubuque (City) to analyze potential future uses for
the Five Flags Center (Center) to take advantage of the availability of newly open dates
by identifying and pursuing new event markets.
The study process began with an assessment of the market demand from various event
segments for potential use of the Five Flags Center, and the types of facility
improvements that should be considered to enhance the ability to attract these events.
The firm of DdY Architects was retained to assess the general physical viability and
potential costs for specific facility improvements.
This report consists of the following sections:
Historical Facility Operations and Local Market Analyses - provides an analysis of
historical Center utilization in terms of market focus, event levels and
occupancy of various space components. Additionally, the section provides
information regarding the socioeconomic and visitor amenity attributes of the
Dubuque area, which serves as an indication as to the ability of the community
to attract and accommodate additional future event markets.
Regfonal and Comparable Facility Analysis - provides a comparison of various
physical characteristics and resources of regional and comparable facilities, as
well as their host markets. Additionally, the chapter outlines the various types
of events hosted at comparable facilities. This data is useful in identifying
opportunities for the Five Flags Center to increase overall utilization.
Potential Five Flags Event Analysis - summarizes the market potential for added
events at the Five Flags Center. Several categories of events are addressed
including sports, entertainment, music, community and other such areas. The
types of space necessary to accommodate this demand is also summarized.
Analysis of Potential Future Uses for the Five Flags Center
Introduction
Page I
II. HISTORICAL FACILITY OPERATIONS AND LOCAL MARKET
ANALYSES
The Five Flags Center is owned and operated by the City of Dubuque. Since its
completion, the Five Flags Center has hosted a variety of events, including ice events,
public shows, sporting events, conventions, meetings, banquets, plays, symphony
performances, tradeshows, concerts, weddings, private functions, spectator and family
shows and other such events. As the largest venue in the Dubuque area, the Center has
attracted events of all sizes, both local and non-local in nature and has served the
community since 1979. While providing local residents with an important community
resource, the Center has also been instrumental in contributing to the economic
growth of Dubuque through generating new visitors and spending in the community.
Sellable space components of the Center include:
· 25,000 square feet of multipurpose flat floor space (divisible into 20,000 and
5,000-square foot components)
· 1,230 fixed arena seats (with an additional 100 seats with the chair platform)
· 4,600 square feet of breakout meeting space
· 71 I-seat performance theater
· Other service, support and pre-function areas
The Center is connected by an underground walkway to the 203-room Holiday Inn
Dubuque Five Flags, which serves as its headquarters hotel. In terms of sellable event
space, the five-story hotel provides nine break out meeting rooms of various sizes and a
3,075-square foot ballroom.
As with many multipurpose event facilities, certain physical characteristics have impacted
the Five Flags Center in the past. The availability of ice broadens the base of potential
events for the Center, while impacting the ability to accommodate other flat floor
events. The quality of the space for conventions and meetings is limited, while the size
and configuration of seating also limits the potential event base.
The purpose of this chapter is to summarize the types and quantity of event activity
historically held at the Center. This analysis is useful in understanding the types of
events that may be lost to the new conference center, and the types of events that the
current Center is not actively attracting.
Analysis of Potential Future Uses for the Five Flags Center
Historical Facility Operations and Local Market Analyses
Page 2
Historical Event Day and Event Utilization
Exhibit II-I presents a summary of the total number of event days hosted at the Five
Flags Center (by space component) for fiscal years 2000 and 200 I.
Exhibit I1o I
Total Number of Event Days by Space Component
FY 2000 & FY 2001
FY 2000 FY 200 I
Arena (seated/ice events) 64 66
Arena (flat floor events) 26 35
Theater 41 36
Conference Rooms 98 81
Total 229 218
Note: Some of the conference room events will likely transfer to the new conference center.
Source: Facility Management, 2002
Over the past two fiscal years, the Center has generated an average of 224 total event
days per annum. Meetings have historically comprised the majority of total event days,
accounting for more than approximately 40 percent of all event days for each of the
years reviewed. The greatest deviation over the two-year period (in percentage terms)
was in the amount of flat floor arena event days hosted, which rose from 26 to 35 - an
approximate 35 percent increase. The number of conference room event days hosted
decreased from 98 to 81, representing a 17 percent decline. In sum, event day levels
have remained fairly constant by event type over said period and tend to be consistent
with or greater than other comparable facilities in similar markets.
Analysis of Potential Future Uses for the Five Flags Center
Historical Facility Operations and Local Market Analyses
Page 3
Exhibit 11-2 below outlines the total number of events hosted at the Five Flags Center (by
event type) for fiscal years 2000 and 200 I.
Exhibit 11-2
Total Number of Events by Event Type
FY 2000 & FY 2001
FY 2000 FY 200 I
Conventions / Tradeshows 7 2
Public Shows 7 6
Banquets / Meetings / Parties 63 55
Concerts / Stage Shows 21 22
Sporting Events 28 3 I
Public Skating 19 23
Other 26 40
Total 171 179
Note A portion of conventions, Iradeshows, public shows, banquets, meetings and parties (up to 33
percent of event use) will likely transfer to the new conference center.
The making and taking down of the ice sheet takes 12 days which are not included in the totals
presented herein.
Source: Facility Management, 2002
As shown, banquets, meetings and parties comprise the greatest number of events
hosted at the Center, averaging nearly 60 such events per annum. Other event types
generating significant business for the Center include sporting events, concerts/stage
shows, public skating and other events. An estimated 33 percent of overall utilization
comprises conventions, tradeshows, public shows, banquets, meetings and parties. A
portion of this business will likely transfer to the new America's River facility due to the
availability of newer facilities. Events that are price sensitive, sponsored by the City or
other such events will likely remain at the Five Flags Center.
Analysis of Potential Future Uses for the Five Flags Center
Historical Facility Operations and Local Market Analyses
Page 4
Exhibit 11-3 presents a detailed summary of historical utilization days at the Five Flags
Center, broken down by event type. In cases where an event uses multiple spaces in
the Center, it may be counted more than once.
Exhibit 11-3
Historical Five Flags Center Utilization Days By Event Type
FY 2000 & FY 2001
100. ~
80.
&0-
20- _- ~
0-
~ [TOTAL ] ~
2000=329
2001 = 317
As shown, in recent years, the facility has been utilized approximately 320 days each
year. In terms of event type, "other events" (including symphony rehearsals,
graduations, health classes, etc.) accounted for nearly one third of total utilization days
in fiscal year 2001. Banquets, meetings, parties, concerts and stage shows comprised
nearly 60 percent of total utilization days in fiscal year 2000. Historically, conventions,
as well as public and tradeshows have made the least use of the Center (in terms of
utilization days).
Exhibit 11-4 on the following page displays the two-year average (FY 2000 and FY 2001)
of the percentage of Five Flags Center total utilization days by event type.
Analysis of Potential Future Uses for the Five Flags Center
Historical Facility Operations and Local Market Anal-~r~es
Page S
Exhibit 11-4
Percentage of Total Utilization Days by Event Type -
Two-Year Average
3% 4%
24%
26%
/ Part~es
9%
I1%
Sporting Events
23%
Coacer~ / St~e Shows
[Cenven~on~ a-adeshow~ pubfic s~ow~ banqueu, meetings and parties (up to 33
percent ~ ever~ use) will likely franker to the new conference center.
As presented above, in terms of the two-year average of total utilization days, banquets,
meetings and parties comprised 26 percent of total utilization days, the most of any
identified event type. "Other events" accounted for 24 percent of total utilization days,
followed closely by concerts and stage shows, which comprised 23 percent of total days.
On the Iow end, conventions and tradeshows comprised an average of just three
percent of total utilization days over the two-year period. Again, it is understood that a
large portion of conventions, tradeshows, public shows, banquets, meetings and parties
will likely transfer to the new America's River conference facility.
To further assess historical use patterns, an analysis of seasonality usage by month for
the primary functional areas of the Five Flags Center has been undertaken. This type of
analysis can identify the potential that a significant level of "clustering" in one or two
months may have on event levels. A high percentage of use centered in one or two
months may indicate that the hall is unable to fully accommodate its total demand.
Analysis of Potential Future Uses for the Five Flags Center
Historical Facility Operations and Local Market.analyses
Page 6
Exhibit II-S presents a summary of the facility's historical monthly usage for fiscal years
2000 and 2001.
100%
90%
80%
70%
60%
50%
4O%
30%
20%
10%
0%.
Exhibit II-S
C)verall Seasonality by Month
FY 2000 & FY 2001
--'~-~ FY 2000
~FY 2001
z o
As presented in the exhibit, Center utilization during the winter months often reaches
100 due to ice use. The drop in 2000 was due to closures resulting from the
replacement of seating. The large number of sporting events hosted, (particularly ice
events), coupled with the Dubuque Symphony Orchestra performances and rehearsals,
support such use levels. The Iow utilization during summer months provides
opportunities for added business that will be addressed later in this report.
Analysis of Potential Future Uses for the Five Flags Center
Historical Facility Operations and Local Market Analyses
Page 7
Exhibit 11-6 displays a blended average of the seasonality of the arena/ballroom space at
the Center for fiscal years 2000 and 200 h
IOO%
90%
80%
Exhibit 11-6
Arena / Ballroom Seasonality by Month
FY 2000 & FY 2001 Blended Average
Less al~ Fl~t Floor Events
As presented, arena/ballroom seasonality is split into three categories: all users, all
users less flat floor events (except public shows) and all users less flat floor events.
Again, event levels historically peak in the winter months, and tend to taper off much of
the summer. Not surprisingly, seasonality of all users is the highest, reaching a
maximum of 70 percent during the month of February. Though following a similar
pattern, figures for all users excluding flat floor events (though inclusive of public shows)
are somewhat lower, reaching a high of approximately 65 percent in January. When all
events utilizing flat floor space are excluded, seasonality statistics are again lower,
consistently less than ten percent in the spring and summer months.
Analysis of Potential Future Uses for the Five Flags Center
Historical Facility Operations and Local Market Analyses
page 8
Exhibit 11-7 presents a blended average of the seasonality of the Five Flags Theater for
fiscal years 2000 and 200 I.
Exhibit 11-7
Theater Seasonality by Month
FY 2000 & FY 2001
Before conclusions can be made regarding the above exhibit, it is necessary to note that
the theater was closed from August through mid October of fiscal year 2000, as well as
from late May through August I of both fiscal years 2000 and 2001. Nonetheless,
seasonality patterns indicate the majority of theater-hosted events take place in the fall
and winter months. Such activity is primarily attributed to Dubuque Symphony
Orchestra rehearsals and performances, as well as play and other stage productions.
Over the two-year period, theater usage peaked in February of fiscal year 2000, during
which approximately 90 percent of available days were occupied.
-M
Analysis of Potential Future Uses for the Five Flags Center
Historical Facility Operations and Local Market Analyses
Page 9
The strength of the local market, in terms of its socioeconomic attributes, can provide
an indication as to the ability of a community to accommodate large numbers of
convention, conference, public show and meeting attendees. A community's hospitality
infrastructure in terms of hotels, restaurants, entertainment and other such factors
contributes heavily to the potential success of a public assembly facility. CSL conducted
an analysis of these attributes as they relate to the Dubuque market area. The analysis
of existing Dubuque market conditions addresses the following areas:
· Local market attractions and resources;
· Existing event facilities and hotels;
· Regional demographics; and
· Conclusion
Local Market AttractJons and Resources
To understand how Dubuque might appeal to various types of events not currendy
accommodated at the Five Flags Center a review of the area's attractions, visitor
amenities, infrastructure and existing event facilities was performed.
Dubuque is located in east-central Iowa, on the western bank of the Mississippi River.
The Metro Statistical Area (MSA) population of Dubuque is approximately 89,300. This
compares to the city population of approximately 62~000. The market lies within
relatively close driving distance to a number of major markets including: The Quad
-Cities (70 miles), Madison (90 miles), Chicago (180 miles) and Minneapolis (260 miles).
Dubuque Regional Airport offers direct flights m/from both Minneapolis and Chicago.
Although no U.S. Interstates lead to Dubuque, the city is accessible by a number of U.S.
Highways. Major companies residing in Dubuque include John Deere, Flexsteel
Industries, Eagle Window and Door, CIGNA and Advanced Data-Comm, Inc. In
addition, Dubuque is home to three large medical centers, each of which employ more
than 1,000 employees. The University of Dubuque is a private, liberal arts college with
approximately 1,000 total students. Other institutions of higher learning include Clarke
and Loras Colleges.
Relative to its size, the area offers a typical set of entertainment, recreation and leisure
amenities. Examples include, but are not limited to golf, shopping parks and a variety of
other outdoor activities. In addition, a variety of amenities that tend to appeal to out-
of-town event attendees, including restaurants, nightclubs and other entertainment
options are also offered throughout the community and downtown area near the
Center. As Iowa's oldest city, Dubuque has many historic buildings and churches. The
Mississippi River provides numerous family-oriented entertainment options. Popular
Analysis or Potential Future Uses for the Five Flags Center
~ Facility Operations ami Local Market Analyses
Page I 0
activities include fishing, boating, water sports, hiking, picnicking, and other associated
activities. An additional trademark of Dubuque is Riverboats. These large vessels offer
cruises along the Mississippi River, often providing such things as 24-hour gaming, live
entertainment, meals and other activities. Dubuque is located approximately 20 miles
east of Dyersville, IA home of the Field of Dreams, popularized by the motion picture.
The America's River Project, set for completion in late 2003, will combine business and
infrastructure development with a Mississippi River Museum, a large conference center,
a combination hotel/water park and the Mississippi Riverwalk. In sum, more than one
million tourists visit Dubuque annually.
Fixing Event Facilities and Hotels
The number of existing event facilities in the local market is an important consideration
with respect to the overall viability of any public assembly facility development.
Presently, there are relatively few event facilities in the Dubuque area that have the
ability to accommodate large sports, entertainment and other assembly events.
Specifically, the Five Flags Center currently represents the largest fiat floor facility in
Dubuque. The Dubuque County Fairgrounds, the Holiday Inn Dubuque Five Flags, the
Best Western Midway Hotel, the Best Western Dubuque Inn and the Julien Inn
represent the area's other primary meeting and banquet facilities. These facilities tend
to host a variety of smaller events such as meetings, receptions, banquets, seminars and
other private functions.
Background information concerning primary existing Dubuque event facilities is
provided below.
Five Rags Center
The arena provides seating for up to 5,200, 25,000 square feet of exhibit
space, 4,600 square feet of meeting space and an adjacent 717-seat theater.
Mississippi River National Education and Conference Center
Scheduled to open in November 2003, the center will incorporate
approximately 30,000 square feet of exhibit space, a 12,000-square foot
ballroom and numerous meeting and classrooms.
Analysis of Potential Future Uses for the Five Flags Center
Historical Facility Operations and Local Market Analyses
Page II
Grand Opera House
This 640-seat downtown theater originally opened in 1890. The theater
features a variety of well-known musicals, plays, and special events, attracting
more than 70,000 visitors annually. The theater is currently undergoing
extensive renovation and restoration.
Dubuque County Fairgrounds
The grounds provide 32,000 square feet of indoor event space through three
stand-alone event facilities, in addition to a grandstand providing bleacher-
style seating for approximately I,S00. The Ballroom is capable of
accommodating up to 1,000 guests, while the 4H Center, seats 500. Both
host a number of meetings, banquets, weddings, dances and other social
functions. The Creative Arts Center is primarily utilized during the fair for
displays and expositions.
Holiday Inn Dubuque Five Flags
Connected to the Five Flags Center, the hotel offers 193 guestrooms.
Additionally, the property incorporates nearly 9,300 square feet of sellable
space, including the 3, 100-square foot Grand Ballroom.
Best Western Midway Hotel
The hotel offers a total of 151 rooms, as well as nearly 6,500 square feet of
assembly space. The largest contiguous space offered is approximately 3,300
square feet.
Best western Dubuque Inn
This I55-room hotel includes approximately 6,500 square feet of meeting
space incorporated into nine rooms.
Julien Inn
Located downtown, this vintage hotel offers a total of approximately 11,400
square feet of sellable space and 145 guestrooms. The largest contiguous
space, the Forum Ballroom, measures more than 3,500 square feet.
Analysis of Potential Future Uses for the Five Flags Center
Historical Facility Operations and Local Market Analyses
Page 12
Regional Demographics
The socioeconomic and general demographic profile of the Dubuque market will likely
have an impact on the overall success of the Center, as a portion of facility users will
likely originate from Dubuque and the surrounding area. Concerts, entertainment
events, public shows, corporate meetings, service club functions, private banquets and
other miscellaneous private meetings typically derive the majority of attendees from the
local area.
For purposes of this analysis, information was collected from industry periodicals, our
existing database, the City of Dubuque, the Convention and Visitors Bureau, Chamber
of Commerce and other sources. Regional and comparable markets with
convention/civic/arena facilities selected for comparison include: Ames, Cedar Rapids,
Council Bluffs, Davenport, Mason City/Clear Lake, Ottumwa and Waterloo/Cedar Falls
(IA) Green Bay, Pladison and La Crosse (WI), Mankato and Rochester (MN) and Rapid
City and Sioux Falls (SD). As will be discussed in a subsequent chapter, each of these
regional and comparable markets possess a convention or civic center facility that could
either pose some level of competition to Dubuque facilities or are comparable to them.
A variety of socioeconomic characteristics have been reviewed. The Metropolitan
Statistical Area (MSA) used in this analysis is defined as a geographical area with a
significant population nucleus, along with any adjacent communities that have a high
degree of economic and social integration with that nucleus meeting certain quantitative
population thresholds. This information was obtained from various industry sources
and is based on the most recent revisions announced by the federal government's Office
of Management and Budget.
These characteristics can be important to consider when evaluating the potential for
Center events possessing a large percentage of local attendees, such as corporate
meetings, public shows and miscellaneous community events. The selected
socioeconomic statistics were compiled based on data provided by Sales and Marketing
Management, who regularly publishes demographic estimates utilizing U.S. Census data.
Exhibit 11-8 on the following page presents a summary of the MSA populations of the
regional and comparable markets reviewed. In the case that an MSA population was not
defined, the population of the county in which the city lies was used as an alternative.
Analysis of Potential Future Uses for the Five Flags Center
Historical Facility Operations and Local Market Analyses
Page 13
Exhibit 11-8
Comparison of MSA and County Population
(i) b~ic:ams f~ut'e foe the cc~ in which ~ae c~/fcc~ami~ ~e~
~229.200
318~00
431.000
200,000 300.000 400.000 $00.000
As shown on the previous page, in terms of population, Madison, Wisconsin ranks first
of the 16 markets analyzed, with an MSA population of more than 431,000. The average
population of the markets reviewed is approximately 145,000. Ottumwa, Iowa ranks
last, with a county population of just 36,100. Dubuque MSA population ranks at the mid
to Iow range of the regional/comparable market range. This is an initial indication that
events that rely on area population (concerts, entertainment and related events) will
view Dubuque as a mid-tier markert.
It is also important to consider the surrounding population bases when evaluating
potential local demand. Exhibit 11-9 on the following page presents a map of the
Dubuque area with rings depicting 25, 50 and 100-mile radiuses of the city center for
population proximity identification purposes.
Analysis of Potential Future Uses for the Five Flags Center
Historical Facility Operations and Local Market Analyses
Page 14
Exhibit 11-9
Population Proximity to Dubuque
The population within a S0-mile radius ranks at the Iow to mid range of the comparable
market set. Within 100 miles, there is a significant increase in population base, however
markets in Wisconsin and near Chicago are within this radius, representing a significant
base of competition. This is detailed further below.
Exhibits II-10 through II-12 present comparisons of the proximity of population to the
selected competitive/regional facilities reviewed on a 2S, SO and 100-mile radii,
respectively.
Analysis of Potential Future Uses for the Five Flags Center
Historical Facility OperatiOns and Local Market Analyses
Page 15
Exhibit II- I 0
Comparison of Population within
25 miles of Primary Event Facility
As detailed above, in terms of population within 25 miles of the market's primary
convention facility, Council Bluffs ranks first, with more than 700,000. Ranking last, is
Mason City/Clear Lake, Iowa, with approximately 82,600. Dubuque ranks toward the
lower end of the markets analyzed, with nearly 149,000 people living within 25 miles of
the Five Flags Center. The median population for the markets reviewed approximates
243,000 people.
-B
Analysis of Potential Future Uses for the Five Flags Center
Historical FacWty Operations and Local Market Analyses
Page 16
Exhibit I1-11
Comparison of Population within
50 miles of Primary Event Facility
Green Bay, WI '
Waterloo;Cedar FalI~* L~ '
0 250~00 500,000 750,000 I .O00,O00 1.250,000
As shown above, in terms of population within 50 miles of the market's primary
convention facility, Madison ranks first, with more than one million people residing
within 50 miles of the Alliant Energy Center. However, when the radius is expanded to
S0 miles, Rapid City, South Dakota now ranks last, with approximately 156,000. As
presented, Dubuque's ranking among the regional and comparable markets has
remained virtually unchanged, with slightly more than 334,000 people living within 50
miles of the Five Flags Center. However, this total is equivalent to greater than cwo-
thirds of the median population level of 465,000.
AnalySis of Potential Future Uses for the Five Flags Center
Historical Facility Operations and Local lflarket Analyses
Page 17
Exhibit II- 12
Comparison of Population within
100 miles of Primary Event Facility
13a¢10~00 2~00.OO0 3.000.000 4.000.000 $.000.000 6.000.000
As shown above, Dubuque's position among the competitive and regional markets
reviewed changes significantly when the radius is expanded to 100 miles. More
specifically, with nearly three million people residing within 100 miles of the Five Flags
Center, the market ranks near the midpoint of selected markets. South Dakota is home
to the two lowest ranking markets, with Sioux Falls at approximately 858,000 and Rapid
City at just 204,000. On average, of the regional and comparable communities
reviewed, approximately 2.5 million people live within 100 miles of the primary event
facility in the market, a figure comparable with that of Dubuque. As noted above, the
level of competition for this population base is significant.
Effective buying income (EBI), also known as disposable or after-tax income, is defined as
personal income less personal tax and non-tax payments. Since EBI measures the actual
amount of money available in a given area, it, along with measurements of spending such
as retail sales, serves as a gauge for the economic health of the population for an area
and an indicator of market quality and the ability to buy in an area. These
characteristics can be important to consider when evaluating the potential for events
possessing a large percentage of local attendees such as concerts, sporting events,
festivals, arts events and other commun'rty events.
Analysis of Potential Future Uses for the Five Flags Center
Historical Facility Operations and Local l, larket Analyses
Page 18
Exhibit 11-13
Comparison of Effective Buying Income -
Regional and Comparable Markets
Green Bay, WI
Cedar Rap~d~ IA
Rochester, MN
Sioux Q~/, IA
W~r. erloo/Ce~- Fails, IA'
~¢il Sluffs, IA '
f,lanka~, IdN (I) '
O~//Oear Lake, IA (I) '
O~w-~ IA (I) '
$505,877
$9.232~761
As shown, in terms of total effective buying income, Dubuque ranks in the bottom half
of selected communities, at approximately $1.5 billion. Madison's EBI, at approximately
$9.2 billion, is atop the list of regional and comparable markets, while the effective
buying income in Ottumwa is just over :$500 million, the lowest of those reviewed. This
compares to an overall average of approximately $2.7 billion.
Analysis of Potential Future Uses for the Five Flags Center
Historical Facility Operations and Local Market Analyses
Page 19
Ill. REGIONAL AND COMPARABLE FACILITY ANALYSIS
This chapter provides a review of the various physical characteristics and resources of
regional and comparable facilities and communities. The information detailed will assist
in the identification and analysis of the types of events that are accommodated at
comparable facilities and insight into the event possibilities for the Five Flags Center.
Prior to presenting case studies, we have summarized the various characteristics of
public assembly facilities focusing on the types of space used and economic impacts, as
outlined in Exhibit II1-1. In general, the first two types of facilities, convention and
conference centers, provide a community with the greatest ability to generate an
economic impact. Events hosted at these two types of facilities generally draw non-local
attendees who utilize area hotels and restaurants. Events hosted at the three other
types of public assembly facilities (i.e., expo events, civic events and spectator or arena
events represent) potential sources of continuing or increased demand for the Five Flags
Center.
Exhibit II1-1
Typical Public Assembly Facility Characteristics
Convention Conference Expo Community/Civic Spectator
Center Center Center Center Arena
Exhibit. Limited
Type of Space Exhibit, Heet~ Heeting. Ballroom Hultipurpose Space Spectetor Seatin&
Ballroom HeetJn~ Rat Floor Space
Conventions, Confere~e~, Public Shows, Local Heetings&
Banqu~, Spectator and
Trade Shows, Heetings. Trade Shows, Recreation, Other Other Events
Typical Events Meetings, Banquet. Banquets Hisce~neous
Pu~c Shows Events
Typical Adjacent Adjacent Parkin~ Parkin~ Parking~
Ancillary Headquarters Headquarters Accessibility. Accessibility, Accessibility,
Characteristics Hote~ Hotel V'~bility V'~ibility Visibility
Economic
Impact High Hoderate Limited to Limited to Limited to
Generating Moderate Hoderate Moderate
C
C
C
C
Analysis of Potential Future Uses for the Five Flags Center
Regional and Comparable Facility Analysis
Page 20
The characteristics of these three facility types are summarized below.
Expo centers, or exposition/exhibition centers, traditionally consist of large
exhibit-focused structures possessing licrJe or no breakout meeting and banquet
Space. Expo facilities tend m be lower cost facilities per gross square foot than
convention and conference centers. Most of the events accommodated by
traditional expo centers are local in nature and include events such as
public/consumer shows, festivals and other large fiat floor space using events.
Community/civic centers tend to vary widely in terms of their physical and
operational characteristics. Many centers offer multipurpose space that can
accommodate a wide variety of event types including festivals, exams,
graduations, science fairs, charitable functions and other such events. The large
majority of event activity represents events and atsendees from the local area
and, as such, adjacent/nearby hotel inventory does not tend to be a primary
concern for most events. Communities tend to develop these types of facilities
for the good and benefit of the local community rather than for economic impact
generating purposes.
Spectator arenas are plenary seating venues that primarily accommodate
spectator events such as sporting events, concerts, family shows and circuses.
Some spectator venues have the capability to configure the arena floor and/or
retract some or all of its seating areas to accommodate certain types of flat floor
events such as graduations, public shows, and recreation activities.
In a number of smaller communities across the country, successful assembly facilities
have been developed that are multipurpose in nature, integrating a number of the
characteristics of one or more of the facilities described above. As a result, these
facilities are able to accommodate the widest variety of events thereby maximizing their
event utilization.
Analysis of Potential Future Uses for flee F~e Flags Center
Regional and Comparable Facility Analysis
Page 21
Exhibit 111-2
Regional and Comparable Facilities
FadlJ~ Market
Alliant Energ~ Center
Brown County Expo Center/Arena
Hilton Coliseum
La Crosse Center
Midwest Wireless Civic Center
National Carte Congress
North Iowa Arena
Octumwa Coliseum/Bridge View Center
RiverCenter/Adler Theater
Rochester Mayo Civic Center
Rushmore Plaza Civic Center
Sioux City Auditorium
Sioux Falls Arena
Southwest Iowa Arts Center
U.S. Cellular Center/Paramount Theater
UNI-Dome
WateHoo Center for the Arts
Young Arena
Madison, WI
Green Bay, WI
Ames, IA
La Crosse, WI
I~lankato, PIN
Waterloo, IA
Mason City, IA
Ottumwa, IA
Davenport, IA
Rochester, MN
Rapid City, SD
Sioux City, IA
Sioux Falls, SD
Council Bluffs, IA
Cedar Rapids, IA
Cedar Falls, IA
Waterloo, IA
Waterloo, IA
Facility Case Studies
In order to illustrate the various assembly facility concepts described in the previous
section, case studies have been prepared for each of the facilities listed above and are
presented on the pages that follow.
Analysis of Potent~l Future Uses for the Five Flags Center
R~'mnal and Comparable FaclliLT Analysis
Page 22
Based on industry data and discussions with facility and CVB representatives, Exhibit III-
2 presents the 18 facilities throughout the region that were identified as comparable in
some way to the Dubuque's Five Flags Center.
Young Arena - Waterloo, Iowa
Located in Waterloo, Young Arena is a special event and family entertainment center
offering ice 9 ~/2 months each year. It features an Olympic-sized ice rink, fixed seating
for 3,040, five locker rooms, media accommodations and ticket booths. If the arena
floor is utilized for event accommodation, an additional 2,000 seats are made possible
on the 20,000-square foot arena floor. When non-ice events are hosted 3/4 inch, 4' x 8'
plywood sheets are used to cover the ice, saving more than $20,000 when compared to
the price of modern insulation systems.
Completed in 1994, the energy-efficient facility also provides for community activities,
by offering a walking/running track, in addition to public skating, weight lifting, and
training, volleyball 'and various aerobic exercises.
Since opening, the arena has successfully accommodated a variety of special events,
including collegiate, amateur and youth sporting events, commencement ceremonies,
concerts, athletic camps and tournaments, dances, public skating and festivals.
The semi-professional Waterloo Black Hawks are the venue's anchor tenant, playing
approximately 30 games at the facility each year.
Analysis of Potential Future Uses for t~e Five Flags Center
Regional and Comparable FacilitT Analysis
Page 23
Cedar Rapids/ce Arena - Cedar Rapids, Iowa
The Cedar Rapids Ice Arena is privately managed by Compass Facility Management and
opened in 2000. The 3,841-fixed seat arena also provides an additional 280 seats in the
elevated, luxury suite level for a total seat capacity of 4,121. The arena offers a
regulation NHL ice sheet year round, in addition to an adjacent Olympic-sized sheet
(surrounded by 400 seats) ten months of the year.
Focusing primarily on ice events, the arena hosts a variety of hockey games, figure
skating, open skating, in-line skating, tennis, volleyball and other sporting and
entertainment events. The arena's anchor tenant is the USHL's Cedar Rapids Rough
Riders hockey team, playing an approximate 30 games at the facility each year, in
addition to practices, training, etc. Arena management is considering the purchase of an
insulated cover to enable the hosting of concerts, public and trade shows and other flat
floor assembly events.
The arena also incorporates three party/hospitality rooms, state-of-the-art
workout/weight facilities, locker rooms and a pro shop. There are 200 parking spots
available at the center, with an additional 1,200 located adjacent to the venue.
Analysis of Potential Future Uses ~or the Five Flags Center
P~onal ,ired Comparable Facility Analysis
Page 24
North Iowa Arena - Mason City, Iowa
Located on the North Iowa Fairgrounds, on the west edge of Mason City, the North
Iowa Arena is located off of Interstate 35, between Des Moines and Minneapolis.
Primarily used for hockey and ice events, the facility also plays host to rodeos, horse
shows, livestock events and more. The arena offers ice and is leased to Mason City
Youth Hockey from mid September until April of each year. During the winter months,
while the ice is set up, no non-ice events are held at the arena. However, during the
summer, the arena is rented out, often hosting public shows and expositions and other
community activities.
Also a part of the fairgrounds complex, the larger Ali-Seasons Building provides
approximately 26,000 square feet of sellable exhibit space. The facility often
accommodates tradeshows, auctions, public shows, expositions and even tennis. The
heated building offers high ceilings, electrical drops and food service. The venue is able
to seat up to 2,500 people, through the combination of 1,200 permanent and 1,300
portable seats. Other facilities on the grounds include the 3,000-seat grandstand, the
14,000-square foot Olson Building, the 6,400-square foot 4-1-1 Building, a loafing shed, as
well as various stalls and barns.
Ar~tl~sis of Potential Future Uses for the Five Flags Center
Regional and Comparable Faci#ty Analysis
page 2S
U.S. Cellular Center / Paramount Theater - Cedar Rapids, Iowa
The U.S. Cellular Center and the adjacent Paramount Theater are owned by the City of
Cedar Rapids and managed by Compass Facility Management. Constructed in 1979 and
originally known as the Five Season. s Center, the U.S. Cellular Center was funded
through a then new downtown TIF (Tax Incremental Finance) district and a bond issue.
The center is utilized by events 170 to 190 days a year. Events hosted consist of
concerts, family shows, conventions, tradeshows, corporate meetings, public shows,
sporting events, ice shows, rodeos, circuses and high school events.
The U.S. Cellular Center is joined (via skywalk) to the Five Seasons Crowne Plaza Hotel,
an 800-car parking garage, the downtown shopping district, and many restaurants in
downtown Cedar Rapids. In 2000, the City of Cedar Rapids entered into an advertJsing
partnership with U.S. Cellular to rename the facility. As such, the Center receives an
annual payment of $125,000 (over five years), plus marketing support through U.S.
Cellular monthly bills and retail centers.
Originally constructed in 1928, the 1,900-seat Paramount Theater hosts approximately
170 events per annum. Examples of typical events include fundraisers, meetings, live
stage shows, Broadway performances, community theatre movies, concerts and
performing arts. Currently, the air-conditioned theater is home to the Cedar Rapids
Symphony Orchestra, the Cedar Rapids Area Theater Organ Society and community
concerts.
In 2001, a $6.0 million renovation campaign was announced, $2.0 million of which came
from the City of Cedar Rapids. Proposed plans call for a wing space addition, a new
HVAC system, new restrooms, existing restrooms renovation, new carpet, new seat
coverings, plaster work repair, electrical and sprinkler system updates and the addition
of a rehearsal hall. It is estimated that the work will be completed by 2003.
Analysis of Potential Future Uses for the Five Flags Center
Reg~naJ and Compara~e Facalty Ana.~sls
Page 26
National Cattle Congress- Waterloo, Iowa
Located f'we minutes from downtown Waterloo, the versatile National Cattle Congress
consists of ten stand-alone buildings: Adeline Hayes Hall, Estel Hall, Electric Park
Ballroom, Flower and Garden Building, McBroy Auditorium, North Anniversary Hall,
Paul Barger Building, Pepsi Pavilion, Pullin-Simonsen Livestock Arena and South
Anniversary Hall.
Since 1910, the private, nonprofit complex has served the community's needs for
rodeos, fairs, concerts, sporting events, public shows, tradeshows, conventions,
meetings, banquets, dances, SMERF (Social, Military, Educational, Religious, Fraternal)
events and other community functions.
Two of the most often used public assembly facilities on the complex include the
McEIroy Auditorium and the Electric Park Ballroom.
Constructed in 1936, McEIroy Auditorium is a heated facility offering 20,000 square feet
of flat floor exhibit space (with 26-foot ceilings), in addition to 4,000 square feet of
lobby space. The auditorium is capable of hosting up to 7,000 people, by offering 5,155
fixed seats and an additional 1,845 seats if floor space is utilized.
Also built in 1936, the Electric Park Ballroom provides 5,100 square feet of ballroom
space, as well as 1,800 square feet of meeting space on its upper level. This heated and
air conditioned ballroom provides two concession stands and full-service bars, two
dressing rooms, a ticket booth, and a 24' x 17' permanent stage. It is able to
accommodate groups of up to 1,200 through 400 round tables and booths.
Analysis of Poten'dal Future Uses for the Five Flags Center
Regional and Comparable Facility Analysis
Page 27
Sioux City Auditorium- Sioux City, Iowa
The 4,645-seat Sioux City Auditorium is located in downtown Sioux City, Iowa. The
multipurpose facility hosts a variety of event types, including, sporting events, ice shows,
wresting matches, circuses, stage shows, concerts, swap meets, graduations and
festivals. The arena's 15,000 square feet of flat floor space is often utilized for public
and trade shows.
Currently, three semi-professional sports franchises serve as the arena's anchor tenants:
the Sioux City Musketeers (hockey), the Sioux City Attack (indoor football) and the
Siouxland Bombers (basketball).
The venue contains an ice sheet seven months of the year;, and therefore often utilizes
an insulated covering to accommodate its many year-round flat floor events. Few
problems or complaints have been cited as a result of doing so.
Nearly 120 events were held at the Auditorium in 2001. The community will soon be
constructing a new event center/arena, which will seek to replace the existing facility.
The adjacent Sioux City Convention Center offers 28,600 square feet of exhibit space,
as well as approximately 9,000 square feet of meeting space. The exhibit space is sub-
divisible into three equal sections. The venue's ten meeting rooms are spread over two
levels. The attached Hilton Hotel offers a total of 193 guestrooms and serves as the
center's headquarters hotel.
The arena offers 660 on-site parking spaces; however, an additional 1,500 are
considered to be within walking distance. Further, three hotels are considered to be
within walking distance of the area.
Analysis of Potential Future Uses for the Five Flags Center
Regional and Comparable Facility Analysis
Page 28
Sioux City Auditorium - Sioux City, Iowa
Ottumwa Coliseum I Bridge View Center- Ottumwa, Iowa
Originally built as an armory, the historic Ottumwa Coliseum has been serving the
community's needs for nearly 70 years, In recent years, the facility has hosted
approximately 100 events annually, ranging from auctions, public and cradeshows and
meetings to concerts, banquets and dances, However, given the facility's age, lack of
modern conveniences and structural problems, the Otmmwa Coliseum will soon be
partially torn down making way for the planned Bridge View Center.
A project that began as a grass roots initiative in 1997, the Bridge View Center is an
events center that will serve the entire southeast Iowa region. Parts of the Ottumwa
Coliseum will be renovated and expanded to create a multi-purpose exhibition hall.
Adjacent to this facility will be a new performing arts center. Meeting rooms, a visual
arcs gallery, public spaces and a reception hall are also planned.
Upon completion, the new center will include 30,000 square feet of exhibit and meeting
space as well as a 750-seat auditorium. The proposed facility will provide a home to
tradeshows, conventions, sporting events, meetings, banquets, public shows, community
activities, youth events, concerts and other performing arts events.
Estimated costs of the project, including land acquisition, site preparation and street and
sewer improvements, is approximately $21 million. A $7.5 million grant from the
State's Vision Iowa program in addition to city and private sector contributions will fund
the project. The City is currently exploring its funding options, which include the
potential renewal of the City's one-cent sales tax and the use of tax increment financing
(TIF) funds.
Analysis of Potential Future Uses for the Five Flags Ceneer
pRa~ ami C°mparable Faciaty Aaalrsis
Hilton Coliseum -Ames, Iowa
Built in 1969, the facility does not incorporate luxury suites or club seats. The Coliseum
is privately managed by SPIG. Located on the campus of Iowa State University in Ames,
the Hilton Coliseum provides 14,500 flexible seats. The arena floor offers 20,000
square feet of column-free, prime exhibit space. The facility offers easy ingress/egress
through a loading ramp large enough to allow a semi trailer to be driven directly onto
the main arena floor.
In addition to numerous university-related events, the versatile coliseum often hosts
tradeshows, meetings, lectures, major concerts, ice shows, symphonies, rodeos,
circuses, exhibitions, sporting events, public shows and more. Approximately 130
events are held at the facility each year.
The center sponsors and hosts a varied and comprehensive array of quality performing
and visual arts, educational programs, athletics and entertainment for both the university
community and the entire central Iowa region.
Hilton Coliseum is part of the larger Iowa State Center, consisting of four stand-alone
facilities: Stephens Auditorium, Fisher Theater and the Scheman Building. Abundant
free parking is available for all buildings.
Analysis of Potential Future Uses for the Five Flags Center
Regional and Comparable Facility Analysis
Page 30
UNI-Dome - Cedar Falls, Iowa
Constructed in 1976 at an original cost of $7.5 million, the University of Northern
Iowa's UNI-Dome is a 16,000-seat multipurpose domed arena. Approximately 78,000
square feet of flat floor exhibit space is provided on the arena floor. The dome's
transparent roof permits light during the day. Ughfing is installed and used for night
events.
Although primarily utilized for university-related athletic events (football, basketball,
wrestling indoor track, etc.), the dome is also home to major concerts, graduations,
tradeshows, public' shows, other family entertainment and even selected university
courses. The facility is able to accommodate attendance in excess of 25,000 for
concerts.
Thanks in part to a recent gift from McLeodUSA, the university plans on constructing a
new $15 million to $18 million-arena facility. The proposed arena will seat between
5,000 and 6,000, and will host numerous events currently being held at the overused
and somewhat outdated UNI-Dome. Construction on the planned facility will not
commence until the fundraising goal of $15 million is reached. Once financing is
secured, it is expected that construction could be completed 24 to 36 months
thereafter.
Analysis of Potential Future Uses for the Five F~s Cent:er
Regional and Comparable Facility Anal]~sis
Page 31
Waterloo Center for the Arts - Woterloo, Iowa
The Waterloo Center for the Arts is a unique facility focusing on offering educational
and cultural enrichment to the metro area. Originally completed in 1965, the municipal
nonprofit center has twice expanded, adding a workshop wing, exhibition gallery and
lecture hall.
The facility is home to many of the major arts organizations in the community, including
the WateHoo Museum of Art, the Waterloo/Cedar Fall Symphony, Junior Art Gallery,
Waterloo Community Playhouse. Black Hawk Children's Theater and the Metropolitan
Chorale. In addition, an assortment of music, dance and theater groups make use of the
centers art studios workshops and rehearsal spaces. Further, a variety of groups utilize
meeting space offered by the facility for receptions, meetings and other special events.
Currently, more than 60 community, leisure and special interest groups regularly
frequent the center for such purposes.
In addition to the wide range of programs, courses, exhibits and activities offered at the
center, it is home to a multi-media library, artist's resource materials, photography,
ceramics, painting and jewelry studios, a gift store and more.
The center is currently involved in a capital campaign to a fund planned third expansion.
The center will soon add a three-level 30,000-square foot Youth Pavilion that would
double the size of the current Junior Art Gallery. This new addition will also include an
interactive youth gallery, a multi-purpose classroom, a ceramics studio, a multi-cultural
learning center, a permanent collection gallery and collection storage and preparation
space.
Analysis of Potential Future Uses for the Five Flags Center
Regional and Comparable Facility Analysis
P~oae 32
River Center I Adler Theater - Davenport, Iowa
Located in Davenport, Iowa, the 2,353-seat Adler Theater is a part of the city's
RiverCenter complex, which provides both exhibition and meeting space in separate
facilities. Constructed in 193 I, the theater was originally utilized as a movie theater,
known as the "RKO Orpheum". In 1984, the theater was renovated to resemble its
original Art Deco state, although modern conveniences and state-of-the-art technology
were incorporated. In 1986, the theater reopened as the Adler Theater, thanks in part
to a large donation from the Adler family, owners of a local newspaper. The theater
typically hosts Broadway shows, general sessions, symphony concerts, rock concerts,
comedians, dance shows and other professional entertainment. Known today as one of
the Midwest's leading performing arts venues, unique offerings of the theater include
original glass and crystal chandeliers, rebuilt and reupholstered tremendous acoustics
and one-of-a-kind carpeting.
Also a part of the RiverCenter, are the Great River Hall, Mississippi River Hall and a
total of ten meeting rooms. Great River Hall provides approximately 32,400 square feet
of flat floor, column-free exhibit space, complete with utility floor grids. The contiguous
space can be divided into two equal hanes, with each half containing a manager's offlce,
independent restrooms, concession stands, pay phones and climate, sound and lighting
control.
Features of the 13,200-square foot Mississippi River Hall include phone, water and
sewer service, carpeted, concrete floor, centrally located utility boxes in the floor and
perimeter walls and numerous lighting options. The room is adjacent to a full-service
kitchen and may be divided with a portable velour drapery system. Meeting space at the
RiverCenter consists of ten individual, well-appointed, expandable rooms.
Analysis of Potential Future Uses for the Five Flags Center
Regional and Comparable Facility Analysis
Page 33
Southwest Iowa Arts Center - Council Bluffs, Iowa
Located on the campus of Iowa Western Community College, this $9.5 million, state-of-
the-art facility contains two theaters: the Main Theater and the Black Box. The Main
Theater offers a total of 666 seats, including stage level and two balconies. A separate
flexible theater, the Black Box, provides an additional 135 seats and can accommodate
up to 290 people for dinners, luncheons and other small performances.
Since opening in March 2001, the center has hosted a wide variety of events including
dance shows, plays, concerts, festivals, banquets, meetings, general sessions and various
other entertainment events.
Due to the center's location on the lowa Western Community College campus, the
center hosts a number of small to medium sized school-related events such as
graduations, performing arts events, faculty conferences and exams.
Future plans for the facility include the possible addition of an outdoor amphitheater.
Analysis of Potential Future Uses for the Five Flags Center
ResienaJ and Comparable Facility Analysis
Page 34
Sioux Falls Arena / Convention Center- Sioux Falls, Sou~.h Dakota
Located in Sioux Falls, South Dakota, the Convention Center opened in 1997, while the
adjoining Arena dates back to 1961 (though it has since been renovated). The
multipurpose Arena is home to local professional basketball and indoor football
franchises and also schedules many concerts, family shows and other entertainment
events.
Approximately 70 such events were held at the Arena in a recent year. The Arena is
able to accommodate up to 8,000 people (through two levels of seating). Temporary
ice is a fixture of the facility for seven months each year, though the Arena is able to
successfully accommodate other events through the use of "Pro Deck" covering.
The attached convention center is the largest in the state and hosts a combination of
public shows, banquets, conventions, meetings, and tradeshows. Space offerings at the
center include approximately 61,800 square feet of column-free exhibit space, 11,400
square feet of break-out meeting space (divisible into 14 rooms), as well as two
ballrooms, totaling 16,800 square feet.
Amenities offered by the complex include 3,800 free parking spaces, state-of-the-art
technology, four loading docks and an attached 184-room Sheraton headquarters hotel
property.
Analysis of Potential Future Uses for the Five Flags Center
Regioaal and Comparable Facility Analysis
Page 3S
La Crosse Center- La Crosse, Wisconsin
Located on the banks of Mississippi River in La Crosse, Wisconsin, the La Crosse
Center recently underwent a $14 million renovation and expansion, adding state-of-the-
industry exhibit, meeting and ballroom space, nearly doubling the center's original size.
The center now offers approximately 68,000 total sellable square feet, nearly 54,000 of
which is exhibit space. The center includes an 8,000-seat arena, which provides an
additional 21,000 square feet of flat floor event space. Since opening in 1980, the center
has hosted numerous banquets, concerts, exhibits, meetings, public and trade shows,
seminars, sporting events, theatrical productions and other entertainment events.
The venue hosts approximately 250 events per annum, comprising 450,000 total guests
and attendees. It has been estimated that the center has provided an economic impact
of nearly $30 million each year.
Analysis of Potential Future Uses for the Five Flags Center
Regional end Comparable Fa~ilit7 Analysis
Page 36
Midwest Wireless Civic Center - Mankato, Minnesota
Mankato's Midwest Wireless Civic Center is publicly-owned by the City of Mankato and
privately managed by Compass Facility Management, Inc. The center offers
approximately 28,500 of exhibit space (on the arena floor), in addition to approximately
4,000 square feet of meeting space and a 13,400-square foot ballroom.
Accommodating approximately 300 events per annum, the venue often hosts a variety
of conventions, meetings, concerts, banquets, sporting events and other entertainment
events. As the home of the WCHA's Mankato Mavericks, the 7,300-seat arena offers
permanent ice seven months of the year, during which time other events may be held
on the arena floor with the use of insulated covering sheets.
It has been estimated that the center has provided an economic impact of approximately
$18 million to the community each year.
Mankato is the smallest venue in the nation to acquire a naming rights contract, a $2.2
million deal.
Analysis of Potential Future Uses for the Five Flags Center
Resional and Comparable Facilit7 Analysis
Pa~e 37
Rochester Mayo Civic Center - Rochester, Minnesota
Located in Rochester, Minnesota, approximately 90 miles southeast of Minneapolis, the
facility dates back to 1938. Following a number of expansions and renovations, today
the center provides approximately 38,000 total sellable square feet, a 5,200-seat arena
and two theaters, making it the largest, most versatile event center in southern
Minnesota. Other sellable space offered includes 8,700 square feet of divisible meeting
space and a 4, 100-square foot grand ballroom.
The recently renovated and expanded facility now offers a new lobby, a 25,200-square
foot exhibit hall and other facility improvements. The facility plays host to numerous
conventions, tradeshows, public shows, sporting events, entertainment events, banquets
and parties.
The Civic Center offers no ice making capabilities, though tank ice has been used in the
past to accommodate ice shows/events. Approximately 1,700 hotel rooms are within
walking distance of the facility.
Analysis of PotenUal Future Uses for the Five Flags Center
Regional and Comparable Facility Analysis
Page 38
Rushmore Plaza Ovic Center - Rapid City, South Dakota
Located in Rapid City, South Dakota, the civic center complex offers a 10,000-seat
arena, a 1,779-seat theater and assembly space comprising approximately 80,000 square
feet of exhibit space (with ceilings as high as 20 feet) and 33,000 square feet of meeting
space.
Since opening in 1977, the center has hosted concerts, sporting events, spectator
events, public shows,-meetings and state and regional conventions. Large convention
activities, such as general meetings, large exhibits and special entertainment events,
often utilize the arena's 34,500 square feet of uninterrupted function/display space.
Though the center is not capable of making ice, family ice shows often utilize tank ice to
make their event possible for the Rapid City market.
The Rushmore Plaza Civic Center's Fine Arts Theatre hosts a variety of performing arts
and other spectator events, including orchestral concerts, theatrical productions, ballets,
dance shows, lectures, graduations and more. The theater provides state-of-the-art,
versatile acoustics, sound, lighting and technical capabilities.
Analysis of Potential Future Uses for the Five Flags Center
Regional and Comparable Facility Analysis
Page 39
IV. POTENTIAL FIVE FLAGS EVENT ANALYSIS
Based on the results of the analysis of local market conditions and regional and
comparable facilities, an evaluation of the potential for added events at a re-focused Five
Flags Center is presented in this section of the report.
Within this chapter, we summarize the various building program renovation options,
focusing on ability to attract added event levels, primary building modifications that
would be necessary along with project costs and other key characteristics related to
each renovation concept.
A.s parc of this analysis, the event types and levels held at comparable facilities has been
summarized. When compared with current Five Flags Center event utilization, this data
is useful in understanding opportunities to increase overall Center event utilization.
Based on this review, the exhibit on the following page summarizes the various event
types by category currently held at the Five Flags Center.
Analysis of Potential Future Uses for the Five Flags Center
Potem~ Five Flags Event Analysis
Page 40
LPUBUC/CONSUMER SHOWS
LCONFERENCES
JBAN ~UETS/~CEPI1ONSRARTI E S
[CONYENTIONSti'RADES HOWS ] JREUNIONS
JCOU~GP,/HIOH SCHOOL SPORTS EYENT~
JPROHOTED SPECTATOR EYENT$ J
C ollln R~ye conce~c
[OTHER SPECTATOR EVENTS
LFESTIYALS/FLEA H,~RK ETS/I:~J RS
LAHATEUR SPORTING EYENTS _J
LOTHER EVENTS J
Ll~l~ Arts for Stude~
As outlined in the exhibit, the Center hosts a wide variety of events including consumer,
concert, educational, sporting and other such event. As previously noted, it is
expected chat approximately 30 percent of these events (particularly conferences,
banquets, receptions, parties, conventions, tradeshows, meetings, seminars and training)
will shift to the new Conference Center. Although likely to a lesser extent, many public
and consumer shows, as well as various other events will potentially utilize the new
facility, as opposed to continuing to host their event in the Five Flags Center.
The universe of potential events for the flexible Center is large. As such, in effort to
better understand this vast market, a sampling of events hosted by regional and
comparable facilities is presented on the following page.
Anal) sis of Potential Future Uses for the Five Flags Center
Potential Five Flags Event Analysis
Page 42
J C O J~Ft N110 NS, q'R.~ $ H OW $
~ggE r~CEPT~ONS/P,,~'n es ]
~'IA'T~UR SPOR'I1 NG L~'ENTS I
As presented in the previous exhibit, there are several event categories that the Five
Flags Center has not historically participated in to a significant degree. These include:
· Ice shows;
· Festivals. flea markets and fairs;
· Husic, comedy and entertainment events;
· Arcs related events and exhibits;
· Reunions;
· Academic exhibitions; and
· Major sporting exhibitions.
Within the remainder of this section, data from the comparable facility analysis
summarized above, in addition to information generated from event planner surveys,
surveys of local organizations, review of local demographic characteristics and other
such data, is used to prepare a detailed overview of the market potential for the Five
Flags Center in each of these event categories. Data regarding potential project costs
and related architectural issues prepared by DdY Architects is incorporated into the
overviews. The DdY Architects report is included as an appendix to this report.
Potential Five Flags Center Added Event Activity
Based on the review of comparable facilities, discussions with event promoters,' review
of local demographic conditions and other such analysis components, we have
developed a summary of the event types that a re-focused Five Flags Center could
compete for.
¥
¥
C
Analysis of Potential Future Uses for the Five Flags Center
Potential Five Flags Event Analysis
Page 44
The individuals and organizations contacted during this study process include, but are
not limited to the following:
Alliant Energy Center
Margie Spensley - Bridal Boutique
Brown County Expo Center/Arena
ClintJohnson - C.R. Boats
Tom Callahan - Callahan Promotions
Unda Faus~ - Christmas Craft Show
Gil Spence - City of Dubuque
Steve White - Clear Channel Entertainment
Mike Belken - Clear Channal Ente~inment
Doug Fisher - Diamond Jo Casino
Norm Wangberg - DKC Dog Show
Stever Horman - Dubuque Chamber of Commerce
Dubuque School System
Sue Czeshinsk~ - Dubuque CVB
Penny Roeder - Dubuque Symphony
Dale Adams - Feld Entertainment
Fwe Flags Cenmr
Lenore Howard - Ry By Night Productions
Hilton Coliseum
Bill .lackson - Jackson Expo Group
John Woodin - Dubuque Community School District
Paula Jo Wolfe - Civic Center Manager
Hidwest Wireless Civic Center
Scott Thomas - Music N More
National Cattle Congress
Nor~ Iowa Arena
Ottumwa Coliseum / Bridge View Center
RiverCenter / Adler Theater
Rochester Mayo Civic Center
Rushmore Pla~ Civic Center
Ruth Nash
Sioux City Auditorium
Sioux Falls Arena
Ruth Ann Hoffman - Sold Out Shows
Southwest Iowa Arts Center
Ken Gaber - Thunderbirds
Ted Sherr - Thunderbirds
Shelly Gessner - Thunderbirds
U.S. Cellular Cenmr / Paramount Theater
UNI-Dome
Waterloo Canter for the Arts
Young Arena
Jack McCollough - Youth Hockey
Jeff Upstock - Youth Hockey
The potential event types cross a spectrum of ice, entertainment, sporting, community
and related events, and if successfully pursued, could significantly add to the event levels
at the Rye Flags Center as well as the ability of the Center to contribute to the variety
of entertainment options within the City of Dubuque.
Five Flags as an Ice Facility
Wha: are the market characterf~cs of this event segment?
· The Dubuque market is unique in that the Five Flags Center provides the city's
sole ice sheet.
· The potentia event utilization levels of the Five Flags Center could be reduced
by future development of one or more unrelated ice sheets in the community.
· Potential increase in daily use of the Center could come from the development
of year-round ice at the Five Flags Center.
Analysis of Potential Future Uses for the Five Flags Center
Potential Five Flags Event Analysis
Page 45
Discussions with local ice event representatives and management of other state-
wide facilities indicates potential demand in specific areas:
· Clinics · Open Skating
· Lessons · Freestyle Skating
· High School Hockey · Competitions
· Youth Hockey League · Skating Clubs
· Adult Hockey Leagues · Camps
· Amateur Hockey Leagues · Roller Hockey
What are the building modifications that will be needed to accommodate this event segment?
There are several improvements that will be required to allow the Five Flags Center to
increase its ice-related event programming. These include:
· New ice rink system
· Upgraded HVAC system installation
· New dasher boards
· Added chiller capacity
The costs for the above improvements are estimated at between $1,160,000 and
$1,S00,000. For these costs, a new ice system could be installed with a larger ice sheet.
For a cost of up to $780,000, the ice season could be expanded using the existing ice
system. These costs do not include new ice insulation. This improvement is discussed
later in this summary.
What other issues should be considered when evaluating added ice capacity at the Five Flags
Center?
· Center management should work with the local ice organizations to develop and
promote the various ice actJvities noted above.
Adding dates for ice events may impact the ability to attract added flat floor
events (concerts, tradeshows, public shows, etc.). Scheduling for the Center
should not result in a loss of popular music and entertainment events due to
activities such as open skating, practices and other Iow attendee events.
Analysis of Potential Future Uses for the Five Flags Center
Potential Five Flags Event Analysis
Page 46
· The operation of the Center with a longer ice season could result in higher
operating costs (utilities, maintenance, labor). For example, utility costs may run
:$300 per day, with added costs for labor at $8.S0 to $10.00 per hour for several
hours per day. Costs for change-over from and back to ice run $1,800 although
this cost could drop with a new ice covering.
· The added dates for ice events may allow for added operating revenue as
occupancy at the Center has historically been very Iow during periods that have
not historically operated with ice.
Five Flags as a Consumer/Festival Facility
What are the market characteristJcs of this event segment?
Community-wide festivals represent an important component of overall use at
comparable centers. These events draw large numbers of attendees to the area of the
Center and can serve to create a day-long or weekend experience that is beneficial to
the local populace. These events include:
· Food festivals;
· Ethnic events;
· Octoberfest;
· Product sales;
· Flea markets;
· Downtown merchant sales;
· Swap meets; and
· Other such events.
The Five Flags Center can serve as a base facility for these types of festivals. The entire
downtown can benef'~ from the additional pedestrian traffic generated and the
community can benefit from the addition of viable entertainment opportunities.
In terms of consumer shows, Five Flags Center has historically hosted a variety of events
including, but not limited to: craft shows, career fairs, home shows, boat shows,
wedding/bridal shows, dog shows, etc.
Analysis of Putential Future Uses for the Five Flags Center
Potential Five Flags Event Analysis
Page 47
Based on discussions with event promoters, several would prefer to remain at the Five
Flags Center rather than shifting to the new conference center for a variety of reasons
including:
· Affordable rental rates
· Quality of service
· Established booking practices
Concerns regarding the Five Flags Center include:
· Parking
· Ice/insulation
· Limited exhibit space offerings
· Ingress/egress difficulties
· The level of finish/need for restoration of the current facility
These concerns will need to be addressed to accommodate both festival and consumer-
oriented events.
What are the building modifications that will be needed to accommodate this event segment
To successfully accommodate new festival events and existing consumer shows, there
are several physical issues that should be addressed, including:
· Parking attendant to direct attendees to ramps
· Improved ice insulation
· Improved load-in/load-out capabilities
Costs for ice insulation is estimated at $75,000 to $100,000. Costs for crowd control
barriers are estimated at $20,000. In terms of improving load-in/load-out, physical
improvements are not likely viable. Consideration should be given to temporarily
closing two lanes of traffic adjacent to the Center during heavy move-in/move-out days.
If this is not successful in improving the access to the Center, physical remedies could
be considered; however, these would likely involve expanding the envelope of the
Center and be very expensive.
Analysis of Potential Future Uses for the Five Flags Center
Potentia~ Five Flags Event Analysis
Page 48
What other issues should be considered when evaluating consumer/festival events at the Five
Flags Center?
Beyond physical changes, there are other issues that need to be addressed to increase
the ability of the Five Flags Center to participate in this market. These include:
· Improved ice insulation could reduce change-over time and costs.
The current Five Flags rental structure is lower than most comparable venues,
and with facility improvements, modest increases appear warranted. The new
conference center will likely have a rent structure higher than that of the Five
Flags Center, thus enhancing the desirability of Five Flags in this market.
· Providing added marketing assistance. Consideration should be given to using
Five Flags Center staff to assist in the marketing of consumer and festival events.
Sharing risk between the Center and promoter. To the extent a promoter is
involved, the Center should consider offering negligible rent in cases where
other revenue sources (food and beverage, electrical, etc.) would offset costs.
Similarly, consideration should also be given to a co-promote arrangement
where the Center would work with a local TV or radio station to produce a
festival event, sharing in the costs and benefits.
Five Flags as a Music/Entertainment Facility
What are the market characteristics oft. his event segment?
Promoted spectator events represent a lucrative marker, consisting of concerts, family
shows, stand-up comedy, circuses, magic shows, professional wrestling, rodeos, motor
cross racing and other entertainment acts. The Five Flags Center currently hosts a
modest level of these events.
Based on interviews with event promoters, Dubuque is considered a viable market for a
number of concerts and family shows. However, there has been some concern raised
as to the limited size of the market population (89,300 metropolitan statistical area) and
the resulting inability to draw significant crowds/attendance levels necessary to turn a
profit or warrant a return. Compet'rcion from markets including Cedar Rapids,
WateHoo, Des PIoines, Ames, La Crosse, Madison, Quad Cities, Rockford, Peoria and
Chicago will impact major touring events.
Headliner concerts and entertainment acts, major family shows and other promoted
events generally stop in Dubuque once every couple of years. Given the current area
demographic profile, primary event focuses for the Five Flags Center in future years
should include:
Analysis of Potential Future Uses for the Five Flags Center
Potential Five Flags Event Analysis
Page 49
· Secondary market shows
· Agent booked events
· Musical productions
· Theater productions
· Specialty events (illusion art, comedy, etc.)
· Motor sports (ventilation issues may need to be addressed)
It is expected that the addition of permanent ice would not detract from the venue's
potential event base.
What are the building modificatJons that will be needed to accommodate this event segment?
· Improvements to the quality of the seating
· Sufficient flexibility in staging at various points in the Center
· Installation of seating that allows for flexible configurations for various capacity
and staging arrangements
· Improvements to the overall ambiance of the Center and the pre-function space,
particularly for theater and related productions
The potential costs for improvements to seating and public areas are estimated to range
from $1,075,000 to $1,300,000.
What other issues should be considered when evaluating added ice capacity at the Five Flags
Center?
Management of the Five Flags Center should consider partnering with area
promoters and radio stations to co-promote concert and other music events.
This may involve a sliding scale for rent with limited or no rent for Iow attended
events and a premium rental payment for successful events with high attendance
levels.
Management of the Center should have authority to negotiate arrangements
with promoters and other organizations for use of the Center within certain
parameters.
Anal,/s~s of Potential Future Uses for t~e Five Flags Center
Potential Five Flags Event Ana~sis
Page $0
Five Flags as an Arts Facility
What are the market characteristics of this event segment?
Based on discussions with local arts group representatives, there is an opportunity to
capitalize on the existing arts components at the Five Flags Center.
Second level space, as well as the "black box" space could be used for:
· aerobics
· art studios and workshops
· dance
· rehearsal space
· music lessons
· smaller music and theater productions
· poetry readings
· office space
Improvements to the Bijou room could also provide for a more conducive environment
for performance events.
What are the building modifications that will be needed to accommodate this event segment?
To accommodate such events, consideration should be given to maximizing the
flexibility of the second floor meeting space. Primary investment should include:
· Portable floor coverings - Wood floors for dance, cushioned mats for aerobics and
a standard carpeted floor for other events.
Wall treatment to allow for specific event types - Mirrored walls to accommodate
dance and similar performance events, with a simple curtain system to cover
such wall treatment to accommodate other events.
· Added concess/0n space - Current space does not fully accommodate the needs of
highly attended events.
· Consolidate second floor space - Fill in openings between first and second floor.
· Consider adding second level storage - This would involve decking a portion of the
existing first floor storage space.
Analysis of Potential Future Uses for the Five flags Center
Potential Five Flags Event Analysis
Page 51
Beyond the multiple use of the meeting space, considerations should be given m the
installation of a visual arts component throughout the facility that could create a kind of
"walking museum". This would require an element of security in the facility to allow for
the display of original art wore
Costs for these improvements could range from $157,000 to $185,000.
What other issues should be considered when evaluating a higher arts industry profile at the
Five flags Center?
The installation of an information kiosk in the lobby could serve to highlight
artists on display, and refer patrons to local museum facilities, restaurants and
related establishments.
Center management should consider parmering with local arts groups for
development of arts and educational programming for the center, including
musical, theater and related events.
A public art initiative should be considered to acquire temporary exhibits for the
public spaces of the Center. The artwork could be based on a process of juried
selection. Security of the pieces will need to be considered and can be
accomplished by individual electronic security devices that are not a significant
cost.
The ingress/egress into the Bijou room, as well as the overall connection
between the Theater and the Five Flags Center, should be evaluated with a focus
on potential reconfiguration of the spaces. This would allow for better
coordinated lobby areas and improved functionality of the Bijou room.
Other Event Potential
Based on discussions with local representative and a review of comparable facility data,
there are a variety of other event types that should be explored to enhance the
Center's event calendar:
Science fairs, educational competitions and other revenue producing events with
the local schools. This would require an upgrade in Internet connectivity and
related technology of the Center.
· Reunion events sponsored by SHERF (social, military, educational, religious and
fraternal) organizations.
· Ethnic dances and parties, marketed to an increasingly diverse population.
Analysis of Potential Future Uses for the Five Flags Center
Potential Five Flags Event Analysis
Page 52
· The development of weight training and other exercise equipment space in the
Center, potentially marketed to downtown workers and residents.
To accommodate these and many of the other events summarized herein, the Center
should offer the current level of technology in terms of high speed data transfer. This
will likely require the installation of T-I lines within the center, or some other form of
high speed data access. As noted above, an informational kiosk could provide patrons
with information as to the event calendar, other downtown events, museum exhibits,
restaurants, shopping and related items. The high speed data access can support the
kiosk in terms of allowing patrons to access information electronically, and potentially
reserve tickets for future events, make dinner reservations, and access other
information regarding the downtown area and the overall community. Costs for these
initiatives have not been included in this analysis, and should be studied further as
planning for the project continues.
Analysis of Potential Future Uses for the Five Flags Center
Potential Five Flags Event Analysis
Page S3
APPENDIX: DDY ARCHITECTURAl. ASSESSMENT
Ice Pink
The current ice rink (85' x 185') is smaller than the current regulation size NHL/Nor~h
American hockey rink which is 85' x 200'. The ice rink was constructed with the
original building in 1978-79. The rink was originally designed co operate approximately
four co five months of the year in the winter season. The ice rink concrete floor is in
excellent condition, with a very smooth and dense surface. The Five Flags ice rink
refrigeration piping material is plastic and, according to information supplied to our firm,
is carrying its maximum heat transfer capabilities.
Therefore, you cannot just add chiller capacity co increase the cooling capacitates, since
capacity, equipment, and building envelope construction limit the ice rink system. The
ori[inal design specified 100 tons of chiller capacity;, this has since been upgraded to
110-120 tons. One solution is to replace the current ice rink system with one with
increased capacity. Another option to extend the use of the ice rink season for summer
leagues, camps, lessons, etc. would be to install a dehumidification system and add chiller
capacity. It is possible that adding one desiccant dehumidification unit, and one
additional 70-ton chiller to the facility will extend the useful season for ten months
including some of the summer months.
It is possible that a much more detailed study could be conducted to determine if and
what upgrades would have to be made to accomplish ice rink usage for ten to eleven
months of the year. Other operational issues that could be addressed include Iow
emissivity coating for the ceiling metal halide lamps for the arena fixtures, electric
(Zamboni) ice resurfacers, and screw compressors to replace the reciprocating
compressors.
The cost of adding a new 12 month 85' x 200' ice rink system is estimated at $650,000
to $850,000. The cost of adding new Fiberglass and aluminum dasher boards is
estimated at $200,000 to $250,000. The cost of adding a desiccant dehumidification
system is estimated at $110,000 to $150,000. The cost of adding a 70-con chiller unit is
estimated at $200,000 to $250,000.
Analysis of Potential Future Uses for the Five Flags Center
Page A-I
Ice Rink Covering
Currendy 1" thick 4' x 8' sheets of "Homasote" insulation board is placed over the ice
sheet to provide a base for using the ice surface area for other events. This material
provides a minimum level of insulation. A layer of rubber-backed carpet can also be
placed over the Homasote board to upgrade the appearance and provide a flooring
layer. There are significant drawbacks to the current system for covering the ice
surface. Homasote breaks off in small pieces, is not strong enough to carry heavy loads,
provides only a minimal level of insulation (and comfort), is not horizontally stable (i.e.,
edges will curl) does not interlock and therefore has open seams between panels.
There are a choice of other insulating panels that are made of plastic that are strong
enough to take a forklift load, has a significant level of insulating capabilities, is stable in
all directions so it will not curl and interlocks so no seams open up. The surface can be
used as is, or can be covered by other materials, including carpet. All surfacing panel
systems require a rink bordering system to contain panel movement. The existing
dasher system can be modified to be able to remove the dasher boards and install a
border system to contain the panels. The advantage of these panels is a solid, safer, ice
surface covering for spectators, participants, and staff. It provides the building with a
simple fast system, for "change-over" for events, allowing the building to book more
events and provide an improved environment for those events.
The cost of adding a new ice rink covering system is estimated at $75,000 to $ 100,000.
Staging Platforms
Adding a crowd control barrier could also be considered as a safety and security
enhancement to the existing portable staging platform. The cost of adding new crowd
control barriers is estimated at $20,000.
Telescoping Bleachers
Bleacher replacement will be necessary in the near future since the manufacture of the
bleacher is no longer in business and replacement parts are difficult to obtain and will be
more difficult as time goes on. The bleachers are no longer in compliance with current
or new codes and have exceeded their useful operational life span. It is recommended
that Section 8 not be replaced since it has very poor sightiines and is remotely located
and separated from the rest of the spectator seating. New bleacher seating is
recommended to have a contoured seats (18" width) with backrests to provide a
significant improvement in spectator comfort for watching arena events. The seating
capacity of the arena will decrease with bleacher replacement in order to comply with
Analysis of Potential Future Uses for the Five Flags Center
Page A-2
current life safety codes. The seating budget is based on standard manufactured
telescoping bleacher units, not custom units.
Cost of adding new bleacher seating with backs is estimated at:
· Sections g through 12-$180,000to$200,000- 1,188 seats (existing 1,140 seats)
· Sections 13 through 17 - $100,000 to $1 IS,000 - 618 seats(existing 788 seats)
· Sections 18 through 22 - $120,000 to $135,000 - 774 seats(existing 996 seats)
· Seating totals - $400,000 to $450,000 - 2,580 seats (existing 2,924 seats)
The current side stage location has a rigging capacity of 2,000 pounds at three locations
along each long span bar joist truss (6,000-pound total load capacity). The long span bar
joist trusses are engineered as an economical lightweight truss to span long (over 100')
distances. Because of their inherent design, they do not accept portable point loads
(rigging loads) very well. It is exceedingly difficult to add significant rigging capacity to an
existing truss of this construction. Clear floor to ceiling height over the arena area is
adequate for ice rink and related functions or events.
However, the structural height for concert events, circuses, etc. would be considerable
improved if the height were a minimum of 60 feet above the floor. This is only feasible
with the replacement of the existing long span joist structure and increasing the column
heights and capacity. Replacing the current long span truss joists with a higher capacity
structure including a rigging grid would likely require additional column and footing
capacity. It is DdY's opinion that significantly increasing the load carrying capacity for
rigging loads (super imposed point loads) or replacing the current trusses with new
trusses at an increased height is not economically feasible.
A structural analysis, which is beyond the scope of this study, could be prepared
identifying what additional loading to the long span truss joists would be feasible and
practicable. The cost of adding additional rigging capacity to the existing structure is not
economically feasible. The cost of replacing the structure with a new structure at a
higher level is not economically feasible.
Analysis of Potential Future Uses for the Five Flags Center
Append~
P~ge A-3
Lobby/Security
The current Fire Marshal is requiring the main lobby entrances on locust and main
streets to be open for any event, Previously, for practices and Iow attendance events
only the Locust Street entry lobby was open for use. The exit doors from the ice rink
near the cheater (grid lines seven and eight) to the main lobby have been locked off to
prevent attendees (especially younger family members, brothers/sisters) from accessing
"off limits" portions of the building. Suggestions to facilitate chis change include posting
a security guard, located at the exit doors to prevent unauthorized or non-emergency
exiting of chis area, Another suggestion included alarming the exit doors and installing
security cameras to warn people this is an emergency exit only and not to be use to
access the lobby.
The cost of adding new electronic hardware, alarm system, and security camera is
estimated at $3,000 to $10,000. There would also likely be ongoing personnel cost
associated with chis operational change.
Second Level Lobby
To increase the customer service, food service, usability and convenience of the
spectators, it is proposed chat the upper level be redesigned. This redesign would
include enlarging the concession facility by moving the front counter out into the lobby
area and in-filling two of the floor openings. This would provide more "points of sale",
improve the stacking space for patrons, significantly more circulation space and leisure
(standing) space for attendees. With additional space food carts might be included to
add another option for food service, options for increased variety of food offerings or
greater ease in obtaining food or beverage items by attendees.
The cost of expanding the existing concession stand is estimated at $15,000 to $20,000.
The cost of expanding and filling in the floor openings is estimated at $10,000 to
$20,000.
Second Level Meeting Rooms
The single small meeting room on the second level could have its capacity increased
from 49 persons capacity up to 171 persons capacity by the addition of another exit
from the room complying with the current building exit code. Current capacity is based
on a single exit location. The revised loading is based on a seven square foot per person
occupancy for a seminar type event. It is also probable the small corner bar would have
to be relocated in order to comply with interpretations of the code. It may be possible
to just relocate the door to the bar.
Analysis of Potential Future Uses for the Fl~e Flags Center
Page A-4
The cost of adding a new exit door is estimated at $2,000. The cost of relocating the
bar is estimated at $6,000 to $10,000. The cost of relocating the bar door is estimated
at $1,500. The cost of relocating exit doors at adjacent meeting room is estimated at
$2,500
Bi!ou Room. Lower Level
Discussions concerning the Bijou room included expanding the room to the North
under the arena/office area, connecting the East area to the underground connection to
the hotel, expanding the stage, additional physical ADA enhancements were all (verbally)
analyzed. The conclusion was that these options were all very expensive, would require
major disruption to the ongoing use of the facility, did not have a reasonable benefit for
the expenditure, and did not significantly enhance the present use of the space. It was
recommended that lighting be revised to provide dimmable fluorescent light in the
center area for meetings use and that theatrical/night club lighting be incorporated for
entertainment events with appropriate and flexible switching for lighting control.
Additionally, a general painting "face lift" should be considered.
The cost of adding new fluorescent lighting and dimmable switching is estimated at
$4,000 to 8,000. The cost of adding new stage track lighting and dimmable switching is
estimated at $5,000 to 10,000 and up. The cost of adding new acoustical wall covering
is estimated at $5,000 to 7,500. The cost of painting walls and ceiling is estimated at
$3,500.
Public Lobby and Circulation
The building has an inviting lobby and a public circulation area that runs through the
facility connecting Main Street and Locust Street. The area varies in height from one
story to three stories with a series of floor openings on the second level that provide
openness, visibility and connection to the spaces on the main level. In a couple of areas
these openings do cause concentrated circulation of people that is not desirable
especially near the concessions and toilets. To provide improvements and increase the
level of ambiance in the public spaces a general replacement of finish materials is
appropriate. The current finish materials and color scheme have been in place since the
facility opened and replacement is warranted.
The cost of replacing and refinishing all surface materials (floors, walls, ceilings, stairs,
railings, etc.) in the lobby space is estimated at $275,000 to $400,000.
Analysis of potential Future Use~ for the Five Flags Center
Page A-$
Budget Estimated Costs
The cost estimate figures presented are concept budget figures obtained from various
existing drawings, information supplied by staff members, and reasonable assumptions.
lead time to procure critical equipment and materials for the proposed schedule.
Analysis Of Potential Future Uses for the F~ve Fla~ Center
Appendix
Pa~eA-6