California University of Pennsylvania
Convocation Center Market Analysis and Business Plan
In September 2005, Brailsford & Dunlavey was retained by the California University of Pennsylvania to complete a comprehensive market analysis and develop a business plan for a proposed new convocation center. The multipurpose facility was programmed to include public assembly, conferencing, and ice rink spaces and would be located on the University's campus. B&D's analysis specifically was designed as a comprehensive, primary research-based exercise that allowed an evaluation of the regional arena and conferencing markets, the identification of targeted markets and building features, an informed projection of facility use, and the quantification of the financial performance of the facility.
B&D recommended that the conferencing component of the convocation center be characterized as a business center with between 5,000 and 8,000 square feet of flexible meeting space. Due to the market conditions, the marketing should target businesses and other organizations within a 20-mile radius for meetings, banquets, and receptions. The arena facility would appeal to small touring shows and, consequently, would best operate and complement the existing market supply with a seating capacity of 3,500. Demographic inconsistencies within the market would necessitate an active promotion strategy reaching all corners of a 12-county market. These same spaces also would support a summer event schedule targeting regional religious groups, youth organizations, and youth camps. Such a strategy would be reliant on the new convocation center as well as the active marketing of recently constructed on-campus housing and the benefits of the retreat-type campus setting.
While University administrators acknowledged the market demand for a 3,500-seat arena, the objectives and mission of the University were rightly given precedence, and the arena was sized to accommodate commencement activities and seat 6,000. The concluding project concept for the convocation center included a 142,000 square foot arena with 6,000 seats, an 11,000 square foot business center with 6,000 square feet of meeting space, and a 500-seat ice rink with an NHL-sized ice sheet. The $54 million convocation center is expected to open in 2011.