Virginia Beach, VA
Community Recreation Feasibility Study
In the summer of 2006, Brailsford & Dunlavey was retained by the City of Virginia Beach to complete a feasibility study for a new indoor sports facility in Princess Anne Commons, as well as an operational assessment of the existing Sportsplex. In keeping with the vision of the Commons to create a vibrant place to "live, work, play, and learn," the City identified the need to explore the viability of a new indoor sports venue. This venue would complement the existing inventory of athletic and recreation spaces within the Commons and would serve to make this area a year-round destination.
The
first part of this study involved a facility
assessment analysis to qualitatively assess
current conditions and to acquire an
understanding of current space allocations,
functionality, and physical conditions of the
Sportsplex. B&D conducted several tours of the
facility and interviewed staff members from
Parks and Recreation and from the Virginia
Beach Mariners, a professional soccer team. As
the main tenant of the Sportsplex, the Mariners
accounted for a majority of the facility's
events. B&D even attended a Mariners game in
order to observe game-day activities and to
gain a fan's perspective of such an event.
In order to assess the feasibility for a new indoor sports facility, B&D conducted the following tasks:
- A visioning session with key stakeholders to establish strategic objectives and identify current gaps of facilities, services, and available programs
- A detailed market analysis to examine existing demographics and market characteristics in order to define the target market and identify opportunities
- Interviews with multiple public and private entities to gain an understanding of existing conditions
- Site analysis of a new indoor venue within Princess Anne Commons
- The development of a preliminary building program based on the market analysis and the City's strategic objectives
- Development alternatives for the project based on the financial estimates and partnership opportunities
The feasibility study clearly identified a need to develop an indoor venue that would be consistent with the vision of the Princess Anne Commons, that would address the expressed demand from the community, and that would complement the existing venues in the area. Since most activities at the Commons took place during the spring and summer months, a new indoor venue would create the opportunity to brand the Commons as a true year-round athletic campus.