9-Marion County Presentation Deck Full.pdf

PDF 6 MB Posted Feb 12, 2026

Attached to: 26P-053 Long Range Tourism Plan 2027-2031
Solicitation number: 26-053
Issued by: Marion County, Orlando City, Florida

About this file

Written by GovTribe AI · Feb 13, 2026

This is a presentation deck and feasibility analysis prepared by Hunden Partners for the Ocala/Marion County Visitors and Convention Bureau (OMCVCB), a Marion County government department serving as the destination marketing organization for the region. The document presents a comprehensive Ocala/Marion County Tourism Placemaking Plan and Feasibility Analysis for 2024, conducting a countywide gap analysis and tourism market opportunity assessment to identify strengths, growth areas, and priority projects for enhancing the region's tourism competitiveness. The analysis includes an in-depth market and financial feasibility study for a new indoor multi-use facility and event space in Marion County, Florida, developed in collaboration with Convergence Design. The study identifies priority development recommendations across three phases: Priority 1 includes a 7,000-capacity multipurpose facility with nine hardwood basketball courts convertible to 18 volleyball courts and a 300-key upscale conference hotel with approximately 25,600 square feet of flexible meeting space; Priority 2 recommends a mixed-use walkable district with retail, restaurants, and flexible entertainment venues; Priority 3 includes future phases such as water park development, transportation connectivity improvements, and commercial airport enhancement with nonstop regional flights.

The financial projections indicate the recommended project components will generate nearly $7.62 million in capturable sales tax, more than $28.6 million in tourism development tax, and $21.8 million in property tax over a ten-year period. The multipurpose facility alone is projected to generate approximately $297 million in total spending within the local economy, supporting $129 million in new earnings and an average of 343 full-time equivalent jobs over ten years, with $2.6 million in local taxes. The conference hotel is estimated to generate $436 million in net new spending, $196 million in new earnings, and 328 full-time equivalent jobs, producing $53.1 million in local taxes including sales, tourist development, and property taxes. The analysis addresses critical market gaps including limited conference and meeting facilities, minimal entertainment venues, underdeveloped indoor sports facilities, and limited quality hotel options with meeting space. The study identifies Ocala/Marion County's strategic advantages including its central Florida location between Gainesville and Orlando, growing population and corporate base, and existing assets such as World Equestrian Center and Florida Aquatics Swimming & Training facility, while recommending execution through vision alignment, feasibility analyses, financing strategy development, and a developer solicitation and selection process.

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Ocala/Marion County Tourism Placemaking Plan and Feasibility Analysis

Entertainment Venues & Districts Stadiums, Arenas & Event Centers Convention & Conference Centers

Headquarter, Conference & Boutique Hotels Tournament Sports Complexes Retail, Restaurant, Residential, Office

University Assets & Districts Fairgrounds & Expos Fine Arts Venues, Distilleries & Attractions

Identifies compelling asset gaps in the market and areas for deep dive studies

Determines how the project will thread the needle in the market and demonstrates the return on investment

Leads the client from end-of-study to shovel in the ground applies market realities to Live / Work / Play / Visit placemaking

Current & Future Analysis Hunden Partners conducted a Countywide Gap Analysis and Tourism Market Opportunity Assessment. The assessment aims to guide the development of future destination projects by identifying strengths in the current market, potential growth areas, and recommending priority projects to enhance Ocala/Marion County's tourism competitiveness. Key goals include analyzing marketing and visitor metrics, reviewing existing research, mapping assets and identifying gaps in conference, entertainment, sports, retail, and accommodation sectors, recognizing relevant trends, and pinpointing high-impact projects to boost economic growth and community quality of life.

Initial Phase

Future Phases

Hunden Partners to conducted an in-depth market analysis on the top priority project identified in their Countywide Gap Analysis and Tourism Market Opportunity Assessment. This involved a comprehensive market and financial feasibility study for a new indoor multi-use facility and event space in Marion County, Florida. The team, including architects from Convergence Design, used market-driven analytics to assess demand and opportunities for the proposed project. The report refers to this analysis as "The Project," based on Hunden's recommendations.

Project Objectives

This study aims to identify where Ocala/Marion County is as a destination now, what current gaps exist and based on this analysis, draw impactful conclusions that identify where strong opportunities lie to take Ocala/Marion County to the next level as a destination.

Assessment of the Ocala/Marion County tourism assets, including the visitation induced, their attributes and quality, and overall performance.

Based on the assessment of where Ocala/Marion County is now and what the current gaps are, Hunden will identify areas that represent strong opportunities to bolster overall tourism package.

How do we execute and implement these opportunities? What is the strategic action plan?

Where are you now?

How do we get there:

What are the opportunities?

Based on Ocala/Marion assets, where are their gaps? What assets could fill these gaps and present great opportunities for the area?

What are the current gaps?

Summary Matrix Where You Are Now Asset Analysis

Conference / Meeting Facilities

Concerts / Entertainment

Sports Facilities

Shopping & Dining Nodes

Hotels Attractions, Festivals &

Events

Parks, Trails, & Outdoor

Space/Outfitters

Supply Ocala/Marion County Area

Minimal Moderate Good Minimal Moderate Moderate Strong

Top Assets Ocala/Marion County

World Equestrian Center College of Central Florida

Circle Square Cultural Center Reilly Arts Center Ocala Civic Theater Appleton Museum of Art

World Equestrian Center Florida Aquatics Swimming & Training Center Belleview Sports Complex Florida Horse Park Ocala Regional Sportsplex Rotary Sportsplex Southeastern Livestock Pavilion

(SELP)

Downtown Ocala Paddock Mall Market Street at Heath Brook

The Equestrian Hilton Garden Inn Ocala Downtown Hilton Ocala The Riding Academy

HITS Ocala Winter Circuit WEC Winter Series Ocala Arts Festival Symphony Under the Stars Levitt AMP Ocala Music Series Canyons Zip Line & Adventure Park Major Sports Tournaments / Equestrian Events

Cross Florida Greenway Ocala National Forest Silver Springs Rainbow Springs Santos Trailhead KP Hole Park Fort King National Landmark

Hotel Room Night Generation

Moderate Minimal Good Minimal Strong Good Moderate

Ocala/Marion County Overview Ocala/Marion County stands out with its unique charm, offering a diverse range of attractions including natural wonders, equestrian activities, historic sites, and cultural events. The area flourishes due to its artistic and economic energy, drawing in residents, visitors, and businesses. Authentic redevelopments in downtown Ocala shows organic growth and the structure of what makes downtown Ocala unique. Major events generate significant spending and impacts.

Ocala/Marion County, located in Central Florida, is approximately 80 miles from Orlando and 100 miles from Tampa. The area is well-connected via major highways. The nearest commercial airport is Gainesville Regional Airport, about 40 miles away, while Orlando International and Tampa International Airports, both roughly 100 miles away, serve as primary air travel hubs. The University of Florida in Gainesville is the region's main educational institution, situated about 36 miles from Ocala/Marion County.

The county boasts diverse attractions including natural springs, forests, hiking trails, performing arts, and equestrian faci lities like the Florida Horse Park and World Equestrian Center. Downtown Ocala features authentic redevelopments that highlight its unique character, supported by major events that drive significant economic impact. However, there is a notable lack of major family entertainment venues and indoor sports facilities.

Ocala/Marion County hosts numerous annual events and festivals across sports, music, and arts, held at various venues such as World Equestrian Center, Rotary Sportsplex, Florida Aquatics Swimming & Training, and Silver Springs State Park. There are opportunities to further enhance the county's appeal by developing retail, restaurant, mixed-use, indoor sports, and family entertainment facilities to boost tourism.

Interview Outreach & Stakeholder Engagement Overview Local

Hunden spoke with a number of key stakeholders and organizations to help analyze the overall market to determine potential opportunities for Ocala/Marion County. Interviews conducted included representatives from the following:

Local Stakeholders:

Marion County Commissioners

Marion County Administration

Marion County Tourist Development Council Members

Ocala/Marion County Transportation Planning Organization

City of Ocala Growth Management Departments

City of Ocala Economic Development

City of Belleview Administrators

Hilton Ocala

HDG Team

Silver Springs State Park

ARK Hospitality

Ocala Main Street

Marion Cultural Alliance

Ocala-Metro Chamber and Economic Partnership

City of Ocala Parks & Rec

Kimley-Horn & Associates

Office of Greenways and Trails

C2 Realty

Rotary Sportsplex Board

Florida Dept. of Environmental Protection

Appleton MOA

Aimbridge Hospitality

Big Sun

On Top of the World / FAST

World Equestrian Center

Workshop attendees

Interview Outreach & Stakeholder Engagement Overview Out of Market

Hunden interviewed a variety of regional and national stakeholders and organizations in addition to local stakeholders highlighted on the previous slide. Interview feedback helped to gain an understanding of current strengths for Ocala/Marion County and its surrounding area, identify future opportunities and provide best practices from case studies. A summary of stakeholders interviewed include representatives from the following:

Sports:

USA Volleyball

AAU Volleyball / Basketball

The National Basketball Academy (TNBA)

3Step Sports

Florida Sports Foundation

SPHL Tenant (Hockey)

ECHL Commissioner

ESPN Wide World of Sports Complex

Entertainment:

Opry Entertainment

AEG Presents

Live Nation

Dr. Phillips Performing Arts Center

Orlando Media Market

Osceola Heritage Park (G-League Arena)

Kia Center (Orlando Amway)

Alachua County Sports & Event Center

Meetings / Events:

Regional Meeting Planners

Embassy Suites Noblesville Conference Center (Case Study)

Summary Matrix Opportunities

What are the opportunities?

Hospitality Sports & Outdoor

Recreation

Shopping, Dining & Entertainment

Conference & Meetings

Major Attractions & Events

Opportunity Strong Strong Strong Good Moderate

Priority Level

1 Absorption of New Developments U/C

Indoor Multi-Use Facility

Multi-Use District Focus & Continue Key

Node Development Focus for Downtown

Districts

Indoor Multi-Use Facility & Conference

Hotel Feasibility

Guided Excursions / Tours & Winter Early

Summer Major Festival/Event

2 Conference Hotel Silver Springs

Activation, Tours & River Cruise

Multi-Use Facility District Build-Out

Transportation / Connectivity Strategy

Between Assets (Outdoor Trails)

3 --

Authentic Commercial

Developments near Natural Assets

Concept(s)

Water Park or Major Family Entertainment Attraction, Addition Equestrian Related

Attractions

LEGEND

Feasibility Analysis

Recommendations Deeper Dive Studies

-dive analysis to prove the viability for success for Ocala/Marion County tourism.

1. Multi-Use Facility & Conference Hotel Regional Supply & Competition, Case Studies, Demand for Events

2. Large Entertainment Multi-Use District Highest & Best-Use, Indoor Arena for Sports and Concerts, Seating/Gathering Space, Brewery/Winery, Restaurant/Retail

3. Water Park or Major Family Entertainment Attraction Commercial & Additional Support Amenities, Induce Long-Distance Visitation

4. Transportation Needs Commercial airport with nonstop flights to regional destinations

Ongoing Phase

Future Phases

Hunden Partners conducted an in-depth market analysis on the top priority project identified in their Countywide Gap Analysis and Tourism Market Opportunity Assessment. This involved a comprehensive market and financial feasibility study for a new indoor multi-use facility and event space in Ocala/Marion County, Florida. The team, including architects from Convergence Design, used market-driven analytics to assess demand and opportunities for the proposed project. The report refers to this analysis as the

THREATS

Central location in Florida, emphasizing the triangle between Gainesville and Orlando

Proximity to Gainesville (student population)

Strong destination appeal

Good supply of sports facilities including WEC & FAST

Population growth

Growing corporate base

The following SWOT analysis details the strengths, weaknesses, opportunities, and threats as it relates to the Project.

STRENGTHS WEAKNESSES OPPORTUNITIES

Site location and the lack of developed adjacent/walkable amenities

Moderate hotel supply, limited quality meeting space

Lack of traditional exhibit space outside of WEC

Increases in short term rentals in the area causes a need for enforcement and compliance to future measure, grow, and generate economic impact

Singular host hotel site and larger committed room blocks for events

Indoor flat-floor sports

Multi-use Venue for ticketed events, graduations, conventions & more

Develop a catalyst asset to drive further development and growth in the local economy

Limited entertainment options in the local market

Commercial air service

Current uncommitted site for development

Funding

Tenant

Competition for ticketed events from facilities within Gainesville and Orlando

Demand for Flex Indoor Space

The location of Marion County, between Orlando and

Gainesville provides a positive impact on the proposed development. The area acts as a crossroads between two major metro areas and introduces an extremely large population base for entertainment, youth sports, conventions and events.

Crossroads Demographics & Population Growth

Destination Placemaking

The Marion County area has experienced tremendous population growth over the last 10 years. This paired with strong demographics will be key for this

Currently, Ocala/Marion County struggles with capturing young talent as there are limited options for entertainment for both kids and adults. The arena and flexible entertainment venue portion of the Project will help fill this gap to a degree, but there still remains a greater need for an entertainment district that would help improve quality of life for residents, but also increase the attractiveness of the market to leisure customers, groups/events and concerts.

Youth & Community Sports (Basketball, Volleyball, Cheer & Dance, Wrestling, Pickleball)

Convention, Consumer & Trade Shows

Concerts, Comedy Shows, Live Events & Family Shows

Ticketed Shows & Live Entertainment benefits and drawbacks. For shows where routing is a main concern for the promoter, especially family-oriented events, Marion County will likely be a benefactor of the calendar concerns since Florida is likely a starting or ending point for a touring show.

Additionally, the larger acts would go to larger arenas/venues, leveraging the same media market as Orlando.

This dynamic is more of an advantage for location than it is a drawback, enhancing the county's appeal for hosting diverse and sizable performances.

Location for Shows Location for Sports Teams NBA G-League

Teams in minor/pre-professional leagues have begun to locate closer to the professional franchises within their association. Ocala/Marion County is currently lacking a small-mid sized arena, which could be an opportunity for hosting youth sports tournaments or other smaller entertainment shows.

Over the past five years, NBA G-League teams have moved to newly built arenas that have lower capacities. These lower capacity arenas are more appropriate for the attendance trends of the league, making the game environment more energetic and involved.

As other leagues continue to grow, future opportunities in expanding markets also present themselves.

Ocala/Marion County is currently lacking a venue at the ticketed shows and events.

There are a few facilities in the regional area that would be competitive to the Project when completed, but if the Project is built to accommodate concerts, it has potential to be a compelling entertainment option in the region.

Headlines Cont.

Recommendations following preliminary recommendations for Ocala/Marion County:

Market-Driven Recommendations

Priority 1

Multipurpose Facility

7,000 Capacity Flexible Arena / Entertainment Venue

- 9 Courts

- Retractable Seating

- Community Asset

- Youth Sports Tournaments

- Concerts/Graduations

Priority 2

Conference Hotel

300 Key Hotel with 16,000 SF ballroom divisible into four (4) and 9,600 SF divisible into nine (9) meeting rooms

Priority 3 (Future)

Mixed-Use Walkable District:

- Retail/Restaurant

- Flexible Entertainment Venue

2,000 3,000 (2,500 ideal) Capacity Indoor Convertible Entertainment Venue

Transportation / connectivity strategy between assets

Connection of existing trails to tourism assets such as Rainbow & Silver Springs

Commercial airport with nonstop flights to regional destinations

Authentic commercial developments near natural assets

Gun/shooting range

Shocker Park redevelopment

Additional youth sports facilities for traditional outdoor sports such as soccer, baseball, softball, and football

Multi-use district focus & continue key node development focus for downtown districts

Unique and authentic retail and restaurant offerings

Family-oriented

Additional Opportunities Opportunities Based on Current Gaps in the Market

Water park or major family entertainment attraction

Cycling and events centered around existing bike trails

Quality of life amenities for residents

ConnectivityMajor Attractions & Events

Sports & Outdoor Recreation

Shopping, Dining, & Entertainment

Multipurpose Facility The adjacent table details the recommended programming for the Project. Based on the analysis of the youth sports market in the Ocala/Marion County area, the region and state interviews with market experts, tournament organizers and other stakeholders, Hunden recommends a minimum of nine hardwood basketball courts with the ability to configure into 18 volleyball courts.

Included in the nine-court recommendation is a championship style court that has retractable seating for spectators. This would be a unique asset that is not currently found in the local supply and would help to attract tournaments of a higher caliber.

Estimated square footage is approximately 173,049 with the minimum court recommendation. Hunden believes the recommendation has the highest chance of success for the longevity based on market conditions and comparable venues analyzed in this study.

Onsite amenities are the key to success for the longevity of this facility to become a community asset and an established host non-sports related events when needed.

Conference Hotel

The adjacent figure details the space breakdown for event space in the recommended conference hotel. Total function space is approximately 25,600 with 10 divisions.

Hunden also recommends in a future phase the development of adjacent hotels that have additional function space for events, meetings and banquets that can complement the arena and event center. Walkable hotels will make the arena/event center more attractive to meeting planners that want to host a regional event that will require hotel room nights.

Total (SF) By Division (SF) Divisions

Exhibit Space -- 0

Full Ballroom Space 16,000 4 Ballroom 16,000

Meeting Space 9,600 6

Total 25,600 10

Summary SF Rooms/1000 SF Divisions Exhibit -- -- 0 Ballroom 16,000 18.75 4 Meeting Rooms 9,600 31.25 6 Total 25,600 11.72 10

Walkable Hotels Room Count Distance (Miles) Hotel Class Proposed Conference Hotel 300 -- Upscale Total 300

Source: Hunden Partners

Recommended Conference Hotel - Marion County, FL

Site Comparison Matrix

Criterion: Site: 60th + 200 42nd St Flyover

484 at I-75 326 at I-75 66th St. at I-

New

Interchange SE 92nd Loop

60th Ave NW at US27

HWY 318 + SR

Downtown Ocala South

Downtown Ocala North

Available Undeveloped Acreage 735 189 63-356 40-220 105 430 503-954 75-237 50 19 10 Visibility 3 5 4 4 5 5 1 2 1 4 5 Vehicular access 4 4 3 5 2 4 2 4 3 5 5 Access to transit/trails/walkable 2 3 4 1 1 1 3 1 1 5 5 Utility infrastructure 4 5 4 2 1 1 3 4 3 5 5 Topography 4 4 4 4 5 4 5 4 4 4 4 Usable site/wetlands issues 4 4 3 3 5 4 5 3 4 5 5 Site configuration/shape 4 5 3 2 4 2 4 4 4 1 1 Potential for expansion/additional development 5 5 5 3 3 5 5 3 1 1 1 Developable parcels nearby 5 3 3 4 5 4 4 4 5 2 2 Proximity to residential (inverse) 4 2 2 5 4 4 2 2 4 5 4 Proximity to hotels 4 5 2 3 3 1 1 3 1 5 4 Proximity to dining 3 4 2 2 3 1 2 2 1 5 5 Proximity to shopping 4 5 2 1 3 1 3 2 0 4 4 Proximity to attractions 3 3 2 3 3 2 3 4 2 4 4 Ownership/cost to acquire 3 2 2 2 3 2 5 3 4 2 2

TOTAL 56 59 45 44 50 41 48 45 38 57 56

RANK 3 1 7 9 5 10 6 7 11 2 3

Source: Convergence Design

Venue Inspiration

Multipurpose Facility Conference Hotel Flexible Entertainment Venue multipurpose facility concept plan

(Priority 1) (Priority 2) (Future Phase)

Additional Venue Inspiration Multipurpose Facility multipurpose facility concept plan multipurpose facility concept plan

Future Phase Mixed-Use District Inspiration

42nd St Flyover

Mixed-Use District

Destination Development at 60th Ave + SR 200

Mixed-Use District

Financial & Impact Projections Overview

Over the ten-year period analyzed, the recommended components of the Project are expected to generate nearly $7.62 million in capturable sales tax, more than $28.6 million in tourism development tax, and $21.8 million in property tax over the 10-Year period analyzed.

Multipurpose Facility Flexible Entertainment Venue Conference CenterHotel

Annual Visitors

243,000

Total Capturable Sales Tax

$1.9 million

Total Capturable Tourism Development Tax

$722,000

Annual Visitors

82,700

Total Capturable Sales Tax

$818,000

Total Capturable Tourism Development Tax

$56,000

Annual Visitors

68,000

Total Capturable Sales Tax

$705,000

Annual Occupied Room Nights

76,149

Total Capturable Sales Tax

$4.2 million

Total Capturable Tourism Development Tax

$27.1 million Total Capturable Property Tax

$21.8 million

Follow through on strategic action plans.

Run a developer solicitation & selection process to attract a developer to the project.

Develop a detailed strategy on the financing of new projects & County mission items.

Deep dive feasibility on key opportunity items.

Detailed market, demand & financial, economic, fiscal and employment impact analyses.

Leadership & community alignment on the vision for

Ocala/Marion County.

and employment impact analyses.

and employment impact analyses. impact analyses. impact analyses. impact analyses. impact analyses. impact analyses. impact analyses. impact analyses. impact analyses. impact analyses. impact analyses. impact analyses. impact analyses. impact analyses. impact analyses.

and employment impact analyses.

How we get there:

Summary Matrix Execution

Vision

Alignment

Feasibility Analyses

Financing Strategy

Development

Strategy

Execution developer to the project.

developer to the project.project.project.project.project.

Hunden Partners is a full-service real estate development advisory practice specializing in destination assets.

With professionals in Chicago, New York, Dallas, and Minneapolis, Hunden provides a variety of services for all stages of destination development in:

The firm and its principal have performed more than 1,000 studies over the past 28 years, with more than $20 billion in built, successful projects.

Real Estate Market & Financial Feasibility

Economic, Fiscal & Employment Impact Analysis (Cost/Benefit)

Organizational Development

Public Incentive Analysis

Economic and Tourism Policy/Legislation Consulting

Research & Statistical Analysis

Developer Solicitation & Selection

2 13 W . INST ITUT E PL ACE

SUIT E 707

CHICAG O , IL 60 61 0

3 12 .6 43 .2 500

WWW.HUNDEN.CO M

Appendix

Conference & Meetings Analysis

A lack of multi-functional, flexible conference and meeting spaces lead to missed opportunities for Ocala/Marion County. Many of these events seek hotel room nights either connected or adjacent to a meetings facility.

Continued Demand Limited Supply Interviews: A Common Thread within Florida gives the area a competitive advantage for meetings and events catered to the drive-in market.

Lost business reports indicate the need for additional, flexible meeting space that can accommodate a wide range of events and sizes.

World Equestrian Center is an incredible asset for Ocala/Marion County and offers significant exhibit space totaling more than 260,000 square feet. However, there is a lack of diversity with the current meeting quality ballroom and breakout space.

Adding a large new and high quality, meeting space was a common thread throughout the majority of conversations with stakeholders.

Currently, the only sizable option in the market is World Equestrian Center, which is at a high price point for the market and too large in function space for some groups.

Interviews: Various Meeting Planners Hunden interviewed event and meeting planners from various groups that have hosted event(s) regionally. The following bullets summarize the conversation and key implications that were drawn:

In general, Marion County has seen significant population growth, and it is important to develop commercial assets that will complement this growth. If the infrastructure in the area can support the traffic a larger event center will bring, then it would be an ideal location for meetings.

Event planners want a venue that has easy accessibility to hotels and available rooms that can support events with 200+ attendees. It becomes a burden for late night events, that oftentimes involve alcohol, to find a safe and easier way for patrons to travel back to where they are staying.

Some planners felt as though having a large enough venue can incorporate many different groups at the same time which, in turn, limits lost business for the facility by not having to turn away as many groups.

The Las Vegas meeting market has pushed the envelope with flexible meeting facilities, with the majority of meetings having venues for concerts and keynote speeches. Orlando falls directly behind Las Vegas in terms of popularity as a convention and meetings market and many of the organizations who visit Orlando also frequent Las Vegas. With rotating schedules for conventions, meeting planners are gaining higher expectations and almost becoming spoiled by the standards set in Las Vegas. With an increasingly competitive environment, matching or exceeding the expectations of meeting planners is critical for maintaining and growing market share.

Local Stakeholder Feedback On Meeting/Event Space

The Hunden Partners team interviewed many different stakeholders from a variety of different backgrounds within Ocala/Marion County. An overview of conversations related to conferences, meetings and events are shown below.

There is a clear gap in the market when it comes to conference, meeting, and event space, especially when looking at middle-tier priced facilities that can accommodate large groups.

Only two venues in the market can hold over 700 people, both of which are not always financially feasible options for many local event and meeting planners. WEC currently offers the most indoor function space and largest maximum capacity within the space. It is difficult to pull in regional market demand to host events within Ocala/Marion County when similar price-points in larger, more accessible (through air travel) metropolitan markets can be found, such as Tampa and Orlando.

Discussion from TDC members and other various local stakeholders highlighted the need for a multi-use facility where one component included adequate indoor meeting and events spaces as well as cost to compete being part of their registry desire.

There are venues that offer event space, although that is not the primary function of the facility such as Appleton Museum of Art, which can be used for fundraising events, weddings and receptions. Multiple configurations can be utilized within the facility, with the maximum seating capacity at 250 people. This facility is not suitable for larger events and corporate meetings.

Poor air travel accessibility to Ocala/Marion County is another driving factor in the weak conference, meetings and events sector within the market. With no major carriers traveling to the local airport, it is extremely difficult to bring in corporate travel. Fixing this issue and offering commercial flights into the local airports will have a huge impact on this issue and open the opportunity for Ocala/Marion County to capitalize on the conference, meetings and events market, thus bringing in more disposable income into the area and overnight hotel guests.

Implications The local market is comprised of minimal dedicated event facilities. World Equestrian Center is the only facility in the county with significant event space.

Given the distance from major airports and proximity to established markets, Ocala/Marion County is not likely to become a major convention destination. However, the accessibility for the drive-in market within the state does provide a competitive advantage for social and corporate events that require event space. A multi-use event facility that could host events not currently accommodated, and one that can complement the exhibit space at WEC is a huge opportunity for the area.

Orlando is one of the largest convention destinations in the country and hosts national events on a regular basis. Other destinations within the state have strengthened the convention and meetings package with new developments. Ocala/Marion County should not try to compete with Orlando, Tampa, Miami, etc. but rather position itself as a unique destination for events in a central location within the state.

Concerts & Entertainment

Entertainment assets are not only a valuable asset to local residents and organizations, but its events can induce tourism and generate additional overnight stays to a community.

Supply Demand Opportunity Currently, Ocala/Marion County has limited entertainment venues that are also smaller in capacity.

Within 50 miles of Ocala/Marion County, there are additional higher quality and larger performing arts venues, though these are often university assets with a more limited source of demand.

offering to guests, though the county is lacking in more structured family entertainment offerings.

Current local performing arts facilities do not generate significant visits, both in total, and from those traveling longer distances.

Attendance at events has yet to return to pre-pandemic levels.

Higher quality and larger performing arts facilities in the region are a bigger source of tourism than local assets.

There is a potential need for a larger capacity venue in Ocala/Marion County, but it would likely be directly competitive to current regional facilities.

A midscale multi-purpose venue could cater to multiple groups types, including live entertainment, sports and conferences.

A dedicated outdoor amphitheater or public gathering space could host a wide variety of entertainment throughout the year.

facilities, including a new waterpark development, can complement existing assets and add to destination appeal.

Stakeholder Feedback

Hunden interviewed local stakeholders and venue operators to understand both current concert and entertainment demand in the area and any areas of opportunity for future development. Key highlights from that discussion are outlined below:

Ocala/Marion County theaters are mostly driven by local demand. Attendance and events at the Circle Square Cultural Center have not yet recovered to pre-pandemic levels, while attendance and events at the Reilly Arts Center has more than doubled from 2022 to 2023.

Increased performance of the Reilly Arts Center has largely been due to its $4.5 million expansion completed in 2020, with its additional black box theatre, expanded lobby, and establishment of the Community Music Conservatory.

eyond film has been added to its programming including live performances, music, and art.

Circle Square Cultural Center sees the need for a larger capacity (1,000-1,500) fixed-seat venue in the area, similar to the Sharon L. Morse Performing Arts Center in The Villages, FL but does not see the need for larger banquet/conference facilities given current supply and spaces available at WEC.

Ideally a dedicated Levitt AMP Pavilion would be developed to host the Levitt AMP concert series and additional live entertainment.

Renewed outdoor concert programming is also desired at Silver Springs.

There is a need for additional quality experience-based family entertainment facilities in the county.

A new waterpark development could also become a new tourist destination center for the county.

Currently, Ocala/Marion County has limited smaller entertainment venues that do not generate the type of visitation that induces significant tourism and out of market spending in the county.

Though it was noted there is a desire for a larger capacity fixed-seat theater in Ocala/Marion County, such a venue would likely be directly competitive to current regional facilities that attract more long-distance visitation.

A multi-purpose indoor venue could cater to diverse group types including live entertainment. Increased flexibility of a venue would add to its appeal and demand.

tourism and extend the length of stay, increasing spending and impacts to the county.

Sports

The overall Ocala/Marion County market is undersupplied in terms of sports assets, especially when compared on a basis of population and general supply in the Florida market.

Rotary Sportsplex of Marion County is a strong outdoor asset, home to the Cal Ripken World Series and one of the largest sport facilities in the area. However, it lacks a greater regional/national reach. Indoor sports facilities are significantly underdeveloped in the County.

Indoor Assets Outdoor Sports Assets Opportunity

World Equestrian Center (WEC) and Florida Aquatics Swimming & Training (FAST) are the two primary indoor assets within the county.

Although these facilities play a critical role in attracting out-of-state visitors, there is an existing gap in the market for a standalone multi-use indoor sports facility.

While adequate outdoor sports assets exist within the county, tournament offerings are significantly underserved at these facilities.

Considering the seasonality of the area, there is an opportunity to expand on spring and early summer visitation with more tournament offerings.

Current sports tourism within the Ocala/Marion County market is weak which poses a great opportunity to induce enhanced out-of-state visitation.

The Ocala/Marion County market has a sizeable population base with a lack of large sports facilities, forcing teams and families to other markets for tournaments.

Tournament Opportunities

There are several factors that impact the ability for a facility to host regional and national tournaments. The main factors are highlighted below. Cities with stronger packages of the below listed items will be more successful in attracting major tournament groups.

Number and quality of fields and playing surfaces

Walkable amenities and attractions

Accessibility by both car and air

Local Stakeholder Feedback On Sports Tourism The Hunden Partners team interviewed many different stakeholders from a variety of different backgrounds within Ocala/Marion County. An overview of conversations relating to the sports tourism and youth sports market are shown below.

The overall youth sports market is very strong at a local level, with a strong supply of outdoor sports facilities in the market. However, the overall sports tourism market and general long-distance visitation for sports events in the area lacks greatly when compared to nearby comparable cities and the state of Florida as a whole. This is mainly due to the lack of regional tournament offerings within sports facilities in the market.

Demand for participation in sports youth leagues has skyrocketed post-pandemic within the market. The current supply of relevant baseball and soccer fields within the market cannot accommodate the current demand for youth sport teams. There are waitlists for both soccer and baseball leagues offered in the area. Moreover, flag football has seen an uptick in demand with two local leagues formed; however, they have no permanent facility at which to play.

In general, a majority of the interviewed stakeholders were intrigued by the idea of implementing a new multi-use facility, especially when considered as an indoor asset. The market lacks indoor sport facilities and has no current supply outside of WEC that can offer large tournaments. Indoor volleyball courts would be very well-received by the community and region if added to the market.

Of the interviewed hoteliers all mentioned the importance of sports tourism in driving hotel demand in the Ocala/Marion County market. Moreover, they emphasized the profound impact that enhanced regional tournament offerings would have on the hotel market in bringing more long-distance visitors and overnight guests to the area.

A new sports facility larger than WEC and FAST is necessary in order to grow the sports tourism market in Ocala/Marion County and will be a main factor in seeing the desired uptick in regional tournaments for more versatile sport offerings and long-distance visitation for sporting events.

Indoor Facilities Implications

There is a lack of multi-use indoor sports facilities within Ocala/Marion County. Currently, World Equestrian Center is the standalone relevant facility in the market which only holds a handful of sporting events per year.

The regional market demonstrates a strong demand in this category pointing to the possible need of this type of facility in Ocala/Marion County. Tournament organizers suggest that a new development in the area would have a different demand then for what is currently being hosted at WEC or even FAST.

Although the recent development of Alachua County Sports Complex caters to a similar market that a potential facility in Ocala/Marion County would target, there is still plenty of capacity for an indoor facility and plenty of demand.

There is demand for practice space during the week that would generate visitation and rental revenue to a facility.

Major Shopping & Dining Nodes

Diverse and dense mixed-use district development is an ongoing opportunity for Ocala/Marion County, with continued downtown development and enhancements to the traditional shopping centers.

Support Amenities Downtown Development Future Opportunities Strong visitation with existing assets that are mainly shopping centers and clusters of retail/dining establishments.

Major shopping and dining nodes in addition to the downtown areas cater to the local and regional population with opportunity to increase long-distance visitation with future developments.

Downtown Ocala continues to strengthen its offerings with development of districts.

The Forge is one of the most notable developments that is currently under construction, with plans to bring a restaurant/bar complex to the midtown district in Ocala.

Activated outdoor/entertainment space that provides a setting for ongoing and annual events to help establish new visitor demand. A mixed-use district with an anchor facility presents a huge opportunity for Ocala/Marion County to continue the commercial growth.

Connectivity between major shopping and dining nodes and top assets.

Local Stakeholder Feedback On Shopping & Dining

The Hunden Partners team interviewed many different stakeholders from a variety of different backgrounds within Ocala/Marion County. An overview of conversations relating to shopping and dining assets are shown below.

There is a current lack of walkability between existing shopping and dining nodes within the area creating traffic issues on major roads and highways. The majority of offerings are strip center retail malls and an indoor commercial mall that does not lead to a lot of opportunities for programming or catering to tourism.

spaces. Ocala Main Street continues to lead the efforts with downtown districts and development in areas that are historically underserved in commercial assets. Retail development has been strong, especially in the last few weeks. The trend within the downtown in although that does not entail franchises necessarily.

There is opportunity to connect the existing assets with more compelling commercial development that encourage visitors to stay longer and walk around. Retail and dining development should focus on catering to the local residents in addition to visitors. The area is experiencing a growth within its corporate base and industrial sector, which will warrant future commercial development to complement that of the growing residential base.

Currently Ocala/Marion County is lacking the destination qualities for families and people to visit for multiple nights. There is a need for additional hotel rooms in the downtown districts, which is expected be filled by new development. Attracting visitors to these areas will be crucial for future retail and restaurant developments.

The current shopping and dining nodes within Ocala/Marion assets. There is opportunity for mixed-use districts to become major destinations for long-distance visitors, with extended visitor stays that likely induce significant spending for the county.

High-density and diverse districts such as the walkable downtown areas are more popular amongst visitors, and often more successful when located near other major entertainment or sports venues, or rare national retailers.

As these districts cater to both the local and long-distance visitor, future phases often involve residential and hotel development, establishing a year-round presence and demand. Activated outdoor/green space is also an important element to these districts, providing both recreational opportunities as well as a place to host ongoing community events and festivals. A handful of properties and downtown districts are currently developing additional offerings, such as those listed above, that will enhance the visitor experience.

Hotel Market

Ocala/Marion County contains a sufficient supply of hotel rooms given current demand, aside from limited peak demand months.

However, there are gaps in the market for quality, larger hotels with meeting space, both in downtown Ocala and throughout the county.

Hotel Supply Hotel Performance Opportunity

The current hotel supply within Ocala/Marion County is limited to mostly select- or limited-service properties with an average of roughly 100 rooms. Very few properties offer sufficient function spaces to host larger meetings or events.

There is currently lack of diversity within the hotel supply, though multiple hotels currently under construction will enable Ocala/Marion County to cater to varying demographics and group types.

strong performance on the weekends in terms of occupancy and rate, but this is somewhat limited to off-season months and leisure demand.

Ocala/Marion County is in need of additional demand generators to bolster both weekday demand and additional demand outside the snowbird season.

Though peak average daily rates have led to peak RevPAR, occupancy has shown signs of decline. Return to work measures may lead to a reduction in the expanded leisure demand experienced during the pandemic.

If a multi-purpose event facility is developed, new larger high-quality hotel developments will be needed to accommodate this new group demand and to add to the diversity of product available in Ocala/Marion County.

Photo Credit: Ethan Tweedie

Local Stakeholder Feedback On Hotel Demand

Hunden interviewed hoteliers in Marion County to understand current hotel performance and the influence of tourism drivers on hotel demand.

Key highlights from those discussions are outlined below:

Ocala/Marion County, and Florida as a state, was not as impacted by the COVID-19 pandemic compared to other states and municipalities due to reduced protocols and having wide open spaces for outdoor activities.

Sports tourism is a major demand generator of hotel rooms in the area.

While pandemic hotel demand was largely leisure related, increased corporate travel has helped level out the business mix in 2022 and 2023.

The first quarter of the year is the strongest performing, though peak demands have extended to April and May and in off-shoulder months due to demand from WEC and FAST.

There is a significant supply of economy to midscale properties in the market, with hoteliers focusing on expanding their upscale properties within their portfolio.

Inflation and rising interest rates have made hotel development costly and financing more difficult to obtain, causing development to stall for higher cost property types.

However, hotel demand in Ocala/Marion County continues to increase, with developers investing in new hotel development across multiple chainscales in the county.

Unique hotel offerings such as the Hotel Marion and The Riding Academy Hotel will help diversify the hotel inventory within the county.

The Equestrian Hotel, located adjacent to WEC, is Ocala/Marion the highest number of rooms. The Hilton Ocala, has a high room count compared to other hotels in the county, but less meeting space.

The lack of diverse offerings and limited properties with respective function space can lead to lost business when looking to attract larger, more impactful meetings and events. Future planned developments will help offset gaps in the market.

The majority of hotel properties are located along I-75, providing strong accessibility. However, these are mostly limited-service properties that are unable to accommodate large sports and group demand at singular locations.

Occupancy within the competitive set has continued to increase post pandemic and has hovered around 67 percent the past two years. ADR and RevPAR have increased post pandemic and are outperforming pre pandemic numbers.

Additional sports and event demand due to a new multi-purpose venue would also help generate new hotel demand that could be accommodated with higher quality and larger hotel developments.

Case Studies Overview

Hunden has detailed a number of event centers, developments, and districts to serve as inspiration for Marion County. Although some may be in large metropolitan areas, the design, look, and feel of all of these districts can be executed at different scales.

Density Design Walkability To draw a critical mass of people to a district it is important to have a density of live-work-play offerings, including restaurants, bars, entertainment spaces, multifamily units, office spaces, hotels and plazas.

Districts that infuse local culture into their landscaping, art and overall theme tend to perform very well. Visitors want to go where locals frequent. Understanding the flow of people in the district, where the core hubs of activity are, how people will park and be transported are all critical items to think about.

Walkability is a key component to the best performing districts. This combines both density and design to create a space where visitors can truly spend all day without needing to walk far distances or hop in a car.

Walkability is as much perception as it is true distance. Utilizing lighting, sightlines, landscaping, and attractive walkways is an effective way to create a feeling of walkability.

Many of the top districts create a density of retail, restaurant, entertainment, multifamily, office, and hotel offerings adjacent to major demand inducing assets such as arenas, stadiums, or convention centers in order to create a critical mass of people 24/7.

The top entertainment district across the country infuse a variety of elements that synergize together to drawn in both locals and visitors.

This is executed in many ways. Many times, there is a , where there is a central demand driver such as an arena, stadium, or convention center and then surrounding supportive uses that facilitate 24/7 activity. Another popular strategic design is having a district designed like a barbell. With two large demand drivers on the either end and a density of live-work-play elements in-between. Kansas City has executed this superbly with the the T-Mobile Center and the Kansas City Convention Center with the Power & Light District directly in-between. Another example of this is the convention and entertainment district in Irving, Texas with the Irving Convention Center and the Toyota Music Factory on either end, with the supportive amenities right in-between.

The best districts implement the following:

Take advantage of recreational biking and fitness trails running near the development and connect a loop path to it, linking the ample lushly-landscaped public green spaces, nooks, playground, and festival plazas

Feature vehicular through-streets that allow cars to drive through the development for better visibility and access, just as a v

Street grid extends outward to other community uses, particularly residential neighborhoods and existing street networks for a seamless walk-able and urban transition

All-year programmed events catering to all age groups create a true community civic space, often in central park greens and inside food hall buildings during colder seasons

Wide shady sidewalks and various levels of pedestrian platforms and bridges create unique restaurant seating areas, allowing for vertical visual variety and scenic vistas

Introduction to Impacts

Hunden uses the IMPLAN input-output multiplier model, which determines the level of additional activity in the Ocala/Marion County economy due to additional inputs. For example, for every dollar of direct new spending in Ocala/Marion County, the IMPLAN model provides multipliers for the indirect and induced spending that will result.

The net new and recaptured direct spending discussed earlier in the chapter is considered to be the Direct Impact.

From the direct spending figures, further impact analyses will be completed.

Indirect Impacts are the supply of goods and services resulting from the initial direct spending. For example, a direct expenditure on a hotel room causes the hotel to purchase linens and other items from…

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File details come from the government source that posted it. Updated Feb 13, 2026.