Page 82 - Colleyville FY21 Budget

5-Year + Outlook

In order to maintain a state of the art venue that attracts business and social
events, it is necessary to upgrade, and as needed, renovate the venue asset. The
Colleyville Center is entering its 23rd year of operation and the facility is showing
its age, requiring capital improvements. The following improvements will need
to be addressed within the next 5-10 years to ensure the marketability and
longevity of the Center as an upscale rental facility.

 Upgrade 20 year old booking software
 Grand Hall and Stage Lighting conversion to LED
 Remodel bathroom to include new stalls, toilets, sinks and light fixtures
 Additional storage space for tables, chairs and audio video equipment
 Outdoor restroom facilities for outdoor City events
 Replacement of fogged palladium windows and decaying wood frame

The Colleyville Center’s unique value to the community as an amenity and to local
businesses as an economic generator will continue to mature. The majority of
the weekday rentals continue to be comprised of residents and non-profit
groups utilizing the Center for meetings. Although they are the primary users of
the facility, only 16% of current revenue is generated by these groups. Resident
venue fees will remain unchanged and continue to remain deeply discounted, at
20%, providing an additional incentive for resident usage.

Targeted marketing efforts will continue to both non-resident and business
segments. With 35% of current revenue generated by the non-local weekend
rentals, the Center will concentrate on the non-resident segment for both revenue
growth and to fuel use of services provided by local Colleyville businesses. Weekend
weddings and multi-day business seminars continue to provide the largest
opportunity. Additional marketing funding for, and presence on, social media will be
necessary to reach these segments and expand visibility in the DFW market,
in addition to our residents.

80