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Economic Impact Analysis of
Pringles Park & The Diamond Jaxx
On Jackson‐Madison County
Scope and Methodology
Younger Associates was retained to conduct an economic impact analysis of Pringles Park and The
West Tennessee Diamond Jaxx.
The economic impact calculations are based on methodology developed by Younger Associates,
which incorporates actual local statistics and U.S. Bureau of Economic Analysis data. Younger
Associates methodology is recognized by the International Economic Development Council and is
utilized in courses by the Economic Development Institute.
The firm has applied this analytical process in hundreds of projects over the past 20 years. Over
the years, the findings from this process have proven to be accurate in determining job creation
and economic activity, and somewhat conservative in projecting tax revenue generation.
Economic Impact
The primary economic impacts from Pringles Park are generated from the daily operation of the
facilities (salaries, supplies) and from retail spending by out‐of‐county visitors to Diamond Jaxx
games and other events throughout the year. The primary economic impacts from the Diamond
Jaxx are generated from team and visiting team spending while in Madison County.
The total economic impact on Madison County generated by these primary and related activities is
$6 million annually.
The number of jobs supported in the Madison County economy as a result of Pringles Park and the
Diamond Jaxx is 93. This includes the jobs employed directly by these two entities and jobs that
exist throughout the Madison County economy in direct or indirect support of the operations and
visitor spending.
Memphis ♦ Jackson, TN
731-668-7367 ♦ 800-748-2087
Market Research ⏐Economic Development Consulting ⏐Strategic Communications
Jackson/Madison County local tax revenues generated as a result of Pringles Park operations and
the visitor spending it produces total $206,818 annually. This includes sales tax, hotel/motel tax,
other taxes such as business licenses, alcohol tax, motor vehicle registration and additional
property tax paid by vendors and employees.
The following table summarizes the economic impact, jobs supported and taxes generated by each
type of operational and visitor spending.
Economic Impact Jobs Tax Revenue
Supported Generated
Operations of Pringles Park $4,588,847 79 $135,832
Diamond Jaxx Visitor
Spending $1,171,023 11 $ 59,110
Special Event Visitor
Spending $ 256,895 3 $ 11,876
Total $6,016,765 93 $206,818
Younger Associates 2
May 2010
City of Jackson, Madison County, Tennessee
Diamond Jaxx
Economic Impact Analysis
Annual Impact
Economic Impact $ 6,016,765
From Operations ‐ Pringles Park & Diamond Jaxx Team $ 4,588,847
Visitor Spending (Lodging & Retail Sales) $ 1,171,023
Special Event Spending (Lodging & Retail Sales) $ 256,895
Local Tax Generated $ 206,818
From Operations ‐ Pringles Park & Diamond Jaxx Team $ 135,832
Visitor Spending ‐ Direct & Indirect
Hotel/Motel (Direct) $ 3,159
Sales (Direct & Indirect) $ 28,485
Other Local Taxes (Indirect) $ 1,178
Property (Indirect) $ 26,288
Special Event Spending ‐ Direct & Indirect (Lodging & Retail Sales)
Lodging(Direct & Indirect) $ 1,560
Sales (Direct & Indirect) $ 7,205
Other Local Taxes (Indirect) $ 300
Property (Indirect) $ 2,811
Jobs Supported (Direct & Indirect) 93
From Operations ‐ Pringles Park & Diamond Jaxx Team 79
Visitor Spending (Lodging & Retail Sales) 11
Special Event Spending (Lodging & Retail Sales) 3
Younger Associates 3
May 2010
City of Jackson, Madison County, Tennessee
Diamond Jaxx
Economic Impact Analysis
Annual Impact of Operations ‐ Pringles Park & Diamond Jaxx Team
Annual Operating Budget* $ 2,918,000
1
Economic Impact Final Demand Output Multiplier 1.5726
Economic Impact from Operations $ 4,588,847
Final Demand Employment Multiplier2 27.0037
Jobs Supported from Operations 79
Direct Employment (FTE) 67
Indirect Employment 12
Annual Average Wage for Madison County3 $ 34,376
3
Total Wages Paid to Jobs Supported by Operations $ 3,394,630
4
Sales Tax Revenue $ 48,076
5
Other Tax Revenue $ 8,461
6
Residential/Commercial Property Tax Revenue $ 79,295
Total Tax Revenue $ 135,832
Younger Associates 4
May 2010
City of Jackson, Madison County, Tennessee
Diamond Jaxx
Economic Impact Analysis
Impact from Visitor Team Spending ‐ Lodging
Annual Hotel Rooms for Visiting Teams (54 nights x 18 rooms)* 972
7
Average Room Rental Rate $ 65
Annual Revenue from Room Rental $ 63,180
8
Economic Impact Final Demand Multiplier for Lodging 1.4316
Economic Impact from Visitor Lodging $ 90,448
Hotel/Motel Tax (5% ‐ City & County)9 $ 3,159
10
Local Sales Tax Option $ 1,737
Total Local Taxes Generated from Room Rental $ 4,896
Final Demand Employment Multiplier11 16.1890
Jobs Supported from Visitor Team Lodging 1
3
Annual Average Wage for Madison County $ 34,376
3
Total Wages Paid to Jobs Supported by Visitor Spending $ 42,970
Indirect Sales Tax Revenue4 $ 609
5
Indirect Other Tax Revenue $ 107
6
Residential/Commercial Property Tax Revenue $ 16,250
Total Indirect Tax Revenue From Team Lodging $ 16,966
Younger Associates 5
May 2010
City of Jackson, Madison County, Tennessee
Diamond Jaxx
Economic Impact Analysis
Impact from Visitor Team Spending ‐ Other
Total Team Visitors (54 days x 36 people)* 1,944
12
Average Spending Per Person Outside Ballpark $ 36.86
Total Visitor Team Spending $ 71,656
13
Economic Impact Multiplier 1.4819
Economic Impact Spending Outside Ballpark $ 106,187
10
Sales Tax Generated from Spending Outside the Ballpark $ 1,971
Final Demand Employment Multiplier14 14.2236
Jobs Supported From Visitor Team Spending 1
Annual Average Wage for Madison County3 $ 34,376
3
Total Wages Paid to Jobs Supported by Visitor Spending $ 42,970
Indirect Sales Tax Revenue4 $ 609
5
Indirect Other Tax Revenue $ 107
6
Residential/Commercial Property Tax Revenue $ 1,004
Total Tax Revenue $ 1,720
Younger Associates 6
May 2010
City of Jackson, Madison County, Tennessee
Diamond Jaxx
Economic Impact Analysis
Impact from Visitor/Spectator Spending Outside the Ballpark
Total Attendance (5‐Year Average)* 91,092
Percent of Attendance Outside Madison County15 61.8%
Outside Madison County Attendance 56,295
15
Average Spending Per Person Outside Ballpark $ 11.68
Total Spending Outside Ballpark $ 657,526
Economic Impact Multiplier13 1.4819
Economic Impact Spending Outside Ballpark $ 974,388
10
Sales Tax Generated from Spending Outside the Ballpark $ 18,082
Final Demand Employment Multiplier14 14.2236
Jobs Supported From Spectator Spending 9
Annual Average Wage for Madison County3 $ 34,376
3
Total Wages Paid to Jobs Supported by Visitor Spending $ 386,730
Indirect Sales Tax Revenue4 $ 5,477
5
Indirect Other Tax Revenue $ 964
6
Residential/Commercial Property Tax Revenue $ 9,034
Total Tax Revenue $ 15,475
Younger Associates 7
May 2010
City of Jackson, Madison County, Tennessee
Diamond Jaxx
Economic Impact Analysis
Special Event Team Spending ‐ Lodging
NAIA OVC
Tournament Tournament Total
Number of Teams* 6 6 12
Average Number in Team Travel Party 30 30
Tournament Length* 4 4
Average Hotel Room Per Team* 10 10
Annual Hotel Rooms for Visiting Teams 240 240
7
Average Room Rental Rate $ 65 $ 65
Annual Revenue from Room Rental $ 15,600 $ 15,600 $ 31,200
8
Economic Impact Multiplier 1.4316 1.4316
Economic Impact from Room Rental $ 22,333 $ 22,333 $ 44,666
9
Hotel/Motel Tax (5% ‐ City & County) $ 780 $ 780 $ 1,560
10
Local Sales Tax Option $ 429 $ 429 $ 858
11
Final Demand Employment Multiplier 16.1890
Jobs Supported from Visitor Team Lodging 1
3
Annual Average Wage for Madison County $ 34,376
3
Total Wages Paid to Jobs Supported by Visitor Spending $ 42,970
4
Indirect Sales Tax Revenue $ 609
5
Indirect Other Tax Revenue $ 107
6
Residential/Commercial Property Tax Revenue $ 1,004
Total Tax Revenue $ 1,720
Younger Associates 8
May 2010
City of Jackson, Madison County, Tennessee
Diamond Jaxx
Economic Impact Analysis
Special Event Team Spending ‐ Other
NAIA OVC
Tournament Tournament Total
Number of Teams* 6 6 12
Average Number in Team Travel Party 30 30
Tournament Length* 4 4
Total Visitor Days 720 720 1,440
Final Demand Employment Multiplier13 14.2236
Jobs Supported from Visitor Team Lodging 0.8
3
Annual Average Wage for Madison County $ 34,376
3
Total Wages Paid to Jobs Supported by Visitor Spending $ 34,376
4
Indirect Sales Tax Revenue $ 487
5
Indirect Other Tax Revenue $ 86
6
Residential/Commercial Property Tax Revenue $ 803
Total Tax Revenue $ 1,376
Younger Associates 9
May 2010
City of Jackson, Madison County, Tennessee
Diamond Jaxx
Economic Impact Analysis
Special Event Spectator Spending
NAIA OVC High School
Tournament Tournament Games Boy Scouts All Other Total
Total Attendance 2,000 2000 1600 1000 1000 7,600
15
Per Person Spending Outside the Ballpark $ 11.86 $ 11.86 $ 11.86 $ 11.86 $ 11.86
Total Spending Outside the Ballpark $ 23,720 $ 23,720 $ 18,976 $ 11,860 $ 11,860 90,136
10
Sales Tax Generated from Spending Outside the Ballpark $ 652 $ 652 $ 522 $ 326 $ 326 2,478
13
Economic Impact Multiplier 1.4819 1.4819 1.4819 1.4819 1.4819
Economic Impact from Spending Outside the Ballpark $ 35,151 $ 35,151 $ 28,121 $ 17,575 $ 17,575 133,573
Final Demand Employment Multiplier14 16.1890
Jobs Supported from Special Event Visitor Spending 1
3
Annual Average Wage for Madison County $ 34,376
3
Total Wages Paid to Jobs Supported by Visitor Spending $ 42,970
4
Indirect Sales Tax Revenue $ 609
5
Indirect Other Tax Revenue $ 107
6
Residential/Commercial Property Tax Revenue $ 1,004
Total Tax Revenue $ 1,720
Younger Associates 10
May 2010
Notes for Diamond Jaxx Economic Impact Analysis:
*Estimate/Data provided by Pringles Park Staff.
1. US Bureau of Economic Analysis, RIMS II aggregate final demand multiplier for Madison County,
Tennessee for amusement/recreation.
2. US Bureau of Economic Analysis, RIMS II aggregate employment multiplier for Madison County,
Tennessee – number of jobs created per million dollars of output for amusement/recreation.
3. Based on the State of Tennessee Department of Workforce Development 2008 Annual Average
Wage for Madison County assuming a 3.5% increase for 2009 and 2010. Wages and benefits we
calculated using the total jobs supported times the annual average wage and a 25% allowance for
benefits.
4. US Department of Labor, “Consumer Expenditure Survey, Southern US” 2008; factor applied to
determine the rate of indirect or “downstream” expenditures on sales taxable goods and services at
the local option tax rate of .0275. It is assumed all purchases associated with construction and
renovation equipment will be sales tax exempt.
5. Based upon July 2008 – June 2009 collections of Business, Alcohol, Motor Vehicle and other local
taxes compared to local sales tax.
6. New property value created within Madison County per each new job created in the local workforce
based upon historical trend. The new property value may be new single family home, new rental
property, expansions or improvements to existing residential or commercial property. A portion of
commercial property value would also be included, however, for the sake of conservatism only the
residential rate of assessment is used. Also based upon an assessment rate of 25% and a combined
City of Jackson and Madison County tax rate of $4.41 per $100 of assessed value.
7. Current average hotel room rental rate for group lodging per the Jackson‐Madison County
Convention and Visitors Bureau, March 2010.
8. US Bureau of Economic Analysis, RIMS II aggregate final demand multiplier for Madison County,
Tennessee for lodging/accommodations.
9. Calculation based on the current hotel/motel tax rate of 5% for Jackson‐Madison County, Tennessee
applied to total room revenue generated.
10. Calculation based on the local sales tax option of 2.75 % for Jackson‐Madison County, Tennessee
applied to all retail sales.
11. US Bureau of Economic Analysis, RIMS II aggregate employment multiplier for Madison County,
Tennessee – number of indirect jobs created per million dollars of output for
lodging/accommodations.
Younger Associates 11
May 2010
12. Projection based upon the average daily per visitor spending as reported in the 2008 Visitor Profile
for the Tennessee Department of Tourism. (Lodging and entertainment not included in this
average.)
13. US Bureau of Economic Analysis, RIMS II aggregate final demand multiplier for Madison County,
Tennessee for retail sales.
14. US Bureau of Economic Analysis, RIMS II aggregate employment multiplier for Madison County,
Tennessee – number of jobs created per million dollars of output for retail sales.
15. Projection based on a survey conducted by Younger Associates among Diamond Jaxx Spectators in
April 2000. Where monetary data was used from this study (with regard to visitor spending), the
2010 value was extrapolated using the U.S. Bureaus of Labor Statistics CPI Inflation Calculator.
*All calculations are in constant 2010 dollars.
Younger Associates 12
May 2010