What Planning Assumptions and Methodology Support the Projections?

The following estimates represent planning assumptions developed to evaluate the projected tourism and economic impacts of the I AM Children’s Museum. These projections are based on industry benchmarking, comparable children’s museums, Orlando tourism data, the museum’s operating model, and standard economic impact planning practices. All figures are preliminary planning estimates intended to demonstrate the anticipated regional impact of the project. A final economic impact analysis would be completed during final project development using an accepted economic modeling methodology.

ANNUAL VISITATION

Estimated Annual Attendance

250,000 Visitors

Planning Methodology

The museum’s mature operating year is projected to attract approximately 250,000 annual visitors. This estimate was developed using:

• National benchmarking of comparable children’s museums

• Orlando’s position as one of the nation’s largest family tourism markets

• Visit Orlando market research

• Population growth projections

• Planned destination marketing initiatives

• Membership projections

• General admission

• School field trips

• Camps

• Birthday parties

• Community programming

• Seasonal events

• Corporate and group visitation

This figure represents a rounded planning estimate for a mature operating year.

OVERNIGHT VISITORS

Estimated Overnight Visitors

100,000 Visitors Annually

Planning Methodology

It is estimated that approximately 40% of annual visitors will travel from outside the immediate market and require overnight accommodations within Orange County.

This planning assumption reflects anticipated visitation generated through:

• Tourism marketing

• Visit Orlando partnerships

• Hotel partnerships

• Vacation ownership partnerships

• Convention visitors

• Sports tourism

• Family destination travel

Estimated Calculation

250,000 Annual Visitors

× 40%

= 100,000 Estimated Overnight Visitors

This percentage represents a planning estimate and may vary based upon future tourism trends and visitor origin data.

HOTEL ROOM NIGHTS

Estimated Annual Hotel Demand

48,000+ Hotel Room Nights

Planning Methodology

Hotel demand was estimated using projected overnight visitation and an assumed average hotel occupancy of approximately 2.1 guests per occupied room.

Estimated Calculation

100,000 Overnight Visitors

÷ 2.1 Guests Per Hotel Room

= 47,619 Estimated Hotel Room Nights

Rounded

≈ 48,000 Annual Hotel Room Nights

The average occupancy assumption reflects a mix of:

• Families

• Couples

• Grandparents traveling with grandchildren

• Convention attendees

• Multi-generational travel

Figures represent estimated annual hotel demand generated by museum visitation.

OFF-SITE VISITOR SPENDING

Estimated Annual Off-Site Visitor Spending

Approximately $24.3 Million

Planning Methodology

Off-site visitor spending represents estimated expenditures occurring outside the museum and throughout Orange County.

Estimated visitor expenditures include:

• Hotel accommodations

• Restaurants

• Retail shopping

• Transportation

• Entertainment

• Other visitor-related purchases

Planning Calculation

100,000 Overnight Visitors

×

Estimated Average Off-Site Spending of Approximately $243 Per Visitor

=

Approximately $24.3 Million

The average spending estimate represents a planning assumption intended to model visitor spending within the local tourism economy. Actual visitor spending will vary by travel party, length of stay, season, and visitor origin.

MUSEUM OPERATIONS- Insert tab 4 information here

Estimated Annual Museum Economic Activity

Approximately $5.6 Million

Planning Methodology

Museum operational activity represents projected annual revenue and expenditures generated through museum operations.

Estimated activity includes:

• Admissions

• Memberships

• Educational Programs

• School Field Trips

• Camps

• Birthday Parties

• Facility Rentals

• Café

• Retail

• Corporate Events

• Sponsorships

• Philanthropic Support

Projected operational activity is estimated at approximately $5.6 million annually.

DIRECT ECONOMIC ACTIVITY

Estimated Direct Economic Activity

Approximately $29.9 Million Annually

Planning Methodology

Direct economic activity combines estimated visitor spending occurring throughout Orange County together with projected annual museum operations.

Estimated Calculation

Estimated Off-Site Visitor Spending

$24.3 Million

+

Estimated Museum Operations

$5.6 Million

=

Approximately $29.9 Million

This represents estimated direct economic activity generated annually by museum operations and visitor spending.

Expense Assumptions

Personnel

• Salaries

• Payroll taxes

• Benefits

• Annual raises

• Staffing growth

Operations

• Utilities

• Insurance

• Cleaning

• Security

• Technology

• Software

• Marketing

• Office expenses

Programs

• Camp supplies

• Education supplies

• Birthday supplies

• Exhibits

• Guest experiences

Cost of Goods Sold

• Café food costs

• Retail inventory

• Merchandise

Facility

• Repairs

• Maintenance

• Landscaping

• Pest control

• Equipment replacement