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Consultants: Center Place attendance strong but rates low; study recommends rate review, marketing and modest staffing increase
Summary
Johnson Consulting found Center Place has high attendance but comparatively low revenue and limited staffing for sales and marketing. Recommendations include a rate study, reservation software replacement, targeted marketing, AV upgrades and evaluation of staffing to capture more tourism-driven events.
City staff and consultants presented Johnson Consulting’s Center Place study on April 29, concluding that Center Place performs well for community events but underperforms peers in revenue generation and dedicated sales capacity.
Deputy City Manager Eric Lamb and Parks Director John Matelli summarized the study’s findings: Center Place has strong attendance (a record year in 2023) and high customer-service ratings, but its largest room is relatively small compared with benchmarked venues and its rental rates are low relative to peer facilities. Matelli said…
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