Spokane Valley Council reviews Johnson Consulting Report on optimizing Center Place operations

Spokane Valley's Center Place is set to enhance its role as a community and tourism hub following a comprehensive report presented during the city council meeting on April 29, 2025. The Johnson Consulting Report, which was delayed due to the pandemic, outlines strategic recommendations aimed at optimizing the facility's operations and increasing its economic impact.

The report highlights that Center Place serves as both a community asset and a venue for tourism events. While it has successfully hosted numerous local gatherings, including city functions and community events, there is significant potential to attract larger tourism-driven events that could boost revenue and local sales taxes. In 2023, Center Place achieved record attendance, with nearly 9,000 visitors, marking a significant recovery since the pandemic.

Key findings from the report indicate that while attendance is high, revenue generation remains low compared to similar facilities. The analysis revealed that Center Place's rental rates are below market value, and the facility lacks dedicated sales and marketing staff, which limits its ability to attract larger events. The consultants recommend conducting a rate study to align pricing with comparable venues and to explore staffing enhancements to improve marketing efforts.

Additionally, the report suggests integrating event space rental with catering services to streamline operations and enhance customer experience. Upgrading reservation software and improving audio-visual infrastructure are also critical recommendations to better accommodate larger events.

The council discussed the importance of maintaining Center Place's dual role as a community center and a tourism venue. While some council members expressed concerns about the financial implications of implementing the recommendations, others emphasized the need for a balanced approach that considers both community benefits and economic development.

Moving forward, the city plans to prioritize the recommendations from the report, including the rate study and potential staffing adjustments, to ensure Center Place can effectively serve the Spokane Valley community while maximizing its economic potential. The council's commitment to these initiatives reflects a proactive approach to enhancing local facilities and supporting the region's growth.