Get Full Government Meeting Transcripts, Videos, & Alerts Forever!
Get email alerts on the Tourism And Venues topic
No spam. Unsubscribe anytime.
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 staffing levels are lean and there are no dedicated sales/marketing staff, which limits the city’s ability to attract larger, tourism-driven conferences that generate hotel room nights and restaurant/retail sales.
Key recommendations Johnson provided and staff presented include: commissioning a rate study and rate-structure analysis; investing in event‑oriented reservation software to track leads and metrics; adopting a booking policy that prioritizes events that produce room nights and economic impact; evaluating modest increases in dedicated sales or setup staff (with the possibility that added staff could be revenue-neutral over time); upgrading AV infrastructure in meeting rooms; updating catering contract terms and seeking competition through an RFP; and pursuing coordinated marketing and wayfinding with the new Tourism Promotion Area (TPA).
Economic Development Director Mike Basinger detailed marketing tools the city already uses, including a Discover the Valley presence on Cvent (an events portal) and work with the city’s marketing consultant. Staff said some items (wayfinding, staffing reviews, catering contract procurement and software selection) will be considered in upcoming budget cycles, with a rate study targeted as near-term work during 2025–26 budget development.
Council members emphasized maintaining Center Place’s role as a community asset — notably the senior center that occupies about one-third of the building — while pursuing opportunities to attract more tourism-driven events. Staff said the rate study and software work will account for community uses so rates and booking policy can protect community events while improving revenue and economic impact.
