Market Studies

Sports Market Business Strategy

As part of the process for updating its Bikeways, Trails, Parks and Recreation (BTPR) Master Plan (Master Plan), the City of Morgan Hill commissioned a specific study on the City’s sports tourism market was requested by the City Council.  The study served two primary purposes. The first purpose was to estimate the economic impact of the City’s two primary regional sports facilities, the Morgan Hill Outdoor Sports Center and the Morgan Hill Aquatics Center.  The second purpose was to provide recommendations to support the City’s sports tourism efforts.
Sports Market Business Strategy 2017 (pdf)

Telecommunications Infrastructure Report

As part of the work on the Morgan Hill 2035 General Plan update process, the City of Morgan Hill embarked upon a telecommunication infrastructure report. Tellus Ventures Associates was contracted to develop a infrastructure report to help advise the City in terms of policy and partnership opportunities.

2016 Downtown Parking Conditions Study

The City has evaluated existing and future parking needs in Downtown Morgan Hill on several occasions; in 2002, 2004, 2006 and in 2008. In 2008, a Downtown Parking Resources Management Strategy (DKS Associates) was developed in conjunction with the preparation of the November 2009 Downtown Specific Plan (full downtown Specific Plan).

With the City preparing to experience development of several downtown private properties, new public investment in two active public park spaces, parking capacity in Downtown Hill has again been assessed in 2016. The 2016 Downtown Parking Conditions Study is an update to the 2009 Downtown Parking Resources Strategy report.

City staff will be briefing the Planning Commission on April 12th the 2016 Downtown Parking Conditions Study.

Presentation given by City staff to Planning Commission and Community.

Hotel Development Opportunity

On July 15, 2015 the City Council accepted a Hotel Market Analysis by Hotel Appraisers and Advisors (HA&A). The Study shows that Morgan Hill has 13 hotels that provide 792 rooms. Out of the 13 hotels, two (2) are considered upscale, three (3) upper-midscale and eight (8) economy class. Four brands are represented in Morgan Hill. 

The opportunity:  Morgan Hill hotels are demonstrating sustained strong performance, with strong occupancy and ADR (average daily rate) recovery. Furthermore, Morgan Hill hotels have strong weekly occupancy patterns (compared to national trends), which indicate that there is a substantial un-accommodated demand.

For more information, click here to view full report.

Healthcare Development Opportunity

The City of Morgan Hill contracted with Health Systems Advisors for a market and hospital analysis to understand what healthcare providers and assets can likely be supported by Morgan Hill residents.

For more information, click here to view full report.

Industrial Land Development Opportunity

In 2013, Strategic Economics prepared an Economic and Fiscal Impact Analysis report on certain proposed industrial land conversions in Morgan Hill.  In 2015, Strategic Economics updated this report, updating the calculation of available industrial land and buildings to accommodate future employment growth in Morgan Hill.  Click on the links below to view both reports:

2013 Industrial Land Report (pdf)
2015 Industrial Land Update Report (pdf)
2015 Average Daily Traffic Volumes (pdf)