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HomeMy WebLinkAbout2016-04-28 Study Session - Hotel Market Rate Survey ... .... CITY OF PRIM DESERT 41' I, 17 3-5 I o FRED WARING DRIVE i11 II .^ri c' PALM DESERT, CALIFORNIA 92 2 60-2 j 7$ G ••�' -" P"' TEL: 760 346-06II 0 •• 4, I�>Ey t.• info@cityofpalmdesert.org i973 • NOTICE OF STUDY SESSION OF THE PALM DESERT CITY COUNCIL NOTICE IS HEREBY GIVEN that the Palm Desert City Council will convene for a Study Session Thursday, April 28, 2016, at 2:00 p.m. in the Administrative Conference Room of the Palm Desert Civic Center, 73510 Fred Waring Drive, Palm Desert, California 92260. Said Study Session will be for the purpose of discussing a Hotel Market Rate Survey. RA H E D. KLASSE , ITY CLERK CITY OF PALM DESERT, CALIFORNIA APRIL 22, 2016 NO ACTION WILL BE TAKEN AT THE STUDY SESSION. PURPOSE OF THE STUDY SESSION IS INFORMATION ONLY. ►:IAINIED OX gE(Y(lE0>11ER HOSPITALITY MARKET AND ATTRACTION STUDY SESSION . .. .. ,t, . -„:„. ,, ..... , ..,. . ,,...:: , .., „.., ...... - . 1'. ' v . .,,, v t Q A D r ' d - :a _,. "F � as . . .* �_. R ', ►'tea '�" f k ..00. 1 Ake' l y8.,. M 111.) f 11} T , W OBJECTIVES Identify Palm Desert's Hospitality Market Market Analysis (CBRE Demand Analysis) Strategic Study Areas Generate Promotional Material Brochures Analyze Target Sites Due Diligence Reports for Development Sites Develop Hospitality Investment Programs TOT Rebate Program Façade Enhancement / Infrastructure Upgrades OPPORTUNITY Four Strategic Areas Within the City Maintain Characteristics to Support Hotel Development. Locations meet general characteristics for: Land Use / Zoning Land Area Size Visibility Access Surrounding Amenities The Corridor, Desert Willow, One Eleven , El Paseo TARGET AREAS 1. 'The Corridor' - Interstate 10 Corridor ( I-10) 1-10 / Monterey Avenue -10 / Portola Avenue (future interchange) 1-10 / Cook Street 2. ` Desert Willow' 70 acres of SARDA owned property at Desert Willow Golf Resort. 3. 'One Eleven ' Various sites along Highway 111 Key nodal points and higher/better land use opportunity for hospitality development. 4. ' El Paseo' Various sites within El Paseo District presenting higher/better land use opportunity for hospitality development HOTEL PROMOTIONAL BROCHURES A� f _ TH E COR R I DOR INTERSTATE 10 PALM DESERT 'THE CORRIDOR ' ,,, ...... • ..: .,...v.10...--tte If %.„4, .. .p\ - ,,,.„,,,„ , 10 ... ...„.,,,i iii . > ;} • --DINAR NIR r"1 F,QR "5 `si -u. . . :, E ;; A] 4 ' � d ` ts. ;b fi 1 ,�K*� tr _.war • '...! •fic,,:4e,,,'.-..-,-.„. -_ -2-.- .,-,p, •,.. • -3 ._It:--., :...,, ' - 7-i. ''' ?f: .'!ems' v ,X s$iL�i'F _. ✓ •,..,�.F`T. S .@',a6 6 y r . will 4 11 4 d K (ti�tn t a p 31itt d" '� i :PA. 1' 1 1'. �t Y;i t .v t"F, r&-'1.0 - aar =1M ..e—,®i s `"� "`i°,' 3rI '^ 04 ° _ _. , .a r ��i�L{ to 211tt,,AtAlfi+i.8 Syys'; 0 ;y �. j aC RA •uYy 4K�YV , � )T,...t fie+'.fy,�, S.� i' r ,. • GERALpfoRGDP. . w W Q l :. III 4�_ }m. • . . Y - - cy NK;.SN 1- 5...,_ ez . T1 U.• '.... .F,.. .aY- . ��"�`'` The Corridor StudyArea . `,� A: 1-10 @ NIONTEREY ; lir B: 1-10©PORTOLA(FUTURE) C: 1-10©COOK D: UNIVERSITY VILLAGE VIC:INI(1"MAI' HOTEL PROMOTIONAL BROCHURES DESERT WILLOW PALM DESERT ` DESERT WI L LOW' 1 r,404„ -'' .;. ° ' - . fb, — _ - , —_, f 'Ix 0;1. to,#, ...," ,:-.Lv.... , vi,fe#940v, ,... iill r ' ar. ^tip yF r ...-V 4`4,')' joitif7r; .' 1 3 $.14 f Y 16' n f. 14 7 : . ZO.l`) Sri. , j ,;` E�ri .� �Y r ACRES " t, •e ' '4 k 4R 'i ' r. p �• s ��'+sir '° i �►yg„ ro+1,4 Shawl t '**44••',':. t ' 444firt; t 1 w_ *a y ' + M i x:0 -:/ a TAc:Fif-s t F 'or `Qua-° y '1c+ _ a_ ,, , 15 ACRES ,, rt r • i Otis., -c . 1 1.$O f , � , F' ` �) ;�4 �" r, et Ac.:[Zf ti p' dFi#! �,; ik'" Cara-i , Desert Willow Study Area Jo b 0 VICINITY MAP HOTEL PROMOTIONAL BROCHURES ONE ELEVEN PALM DESERT ` ONE ELEVEN ' . , „ .__. , . ,... .. • ,.. ,....,u1, ,, . . iii7, ..,.,..._ , .,.........„... „ •It•I'-iW:'ff 1 t 'i fJ. its ♦_.,,... ... . .*,,., � 1►+� 1��7I{ie '' w 3 a;,/,',,, Ill !4t!4.' S i r .4+ { 1' -�` „ .- ;t 4�6,j*-S , i< `.� ..! IA f i 1 i _ _q ll i rc- � '... .iS d '-• #vi4'+k ".. � a1Fa �i.. .�. ,yam e�.�:..... ,......, 7 • Y -EKED WART DR ._,. µ,..... - -�-•- —. FRED WMUNG DR,®. ..., P RED 111:-4""""-- . if Pew i *^" — . r _ I'_�.,V°w tcy„ '�!I I�I I. �af' 'X * i� "i; i t y f f4 AY } Z \ " ; '' ' 4 `psi • t.� I{� 1 '►iR ' t -- Y 0,Y � '�. ' e- if' � �.(F-� f yi �IM�.�,4 '�1 tf� rT�, 1A. ��- d. t • 4o.tsfr d z ..• r w•- +B'1'ff�1 i�,,iYFa, ' ' k V ` Q' Ys !� tl §§ 1 �" � Y �rS, ti C sd qiF 3r b • `I' sue # y� ,.... I c a` ';i4+tir�fi `M. ,,. fI/{ :', i_ lok,: .r 3'r jj[9..•.'y.� mow{_ ... •! !, �S 1• 'i ' .1 ( sz�?Ifl,' ', SrW ii- '` Ti` Io , � ... I<:1�Rj... +. ass.. L4 sa M- .r 1• yy i ?, ; L -— --- :,. eft ,. „'—re Shy.. /+-sa I �'F 5 +�F� 'Om�+«�E, ;.y J ' • � c ,v�. • .� �_ C • *w!�L'S 1wR"• .s ai'[1!�` s; ('� ^i� '$�" 4 -� . .. �� •K� „IL r _ � . D 1 tit r�,r- '1.1't {ci .w4'',- .F ' tit 't sr - r. z , :"lir t I E4J nr a 1t a Me roi-- • -... ,, ' ..,6V, -.y_W ._ . . , 44,10-41,.. c.., . c � f�i�4*�4...,ce 1 ;-'a�i .� ,-`, ..., . �. - + 'i_r � � a,..r • —._ . . . One Eleven Study Area i� A: HWY 111 . ERE: WAKINGrt-Q, ",� 1B: HWY111ELPASEOWESTt ti/� ``'� C: HWY 111 @ TOWN CENTER p D: HWY 111 SAN PABLO VICINITY MAP HOTEL PROMOTIONAL BROCHURES EL PASEO PALM DESERT ` EL PASEO ' R Crti�i,P A 1 Al OISA N MARINO'.WAY itrilh .r.• : -iii NORD DR - _ v. ,ty AC** p_. - i"r •W -1 ' •ss{,. '� �m r V F , 9': > iN :}. 1 • .fir e( ;it* ALE m.. ie_. . ALESSA NDRO DR - /' LEY - � - • _: --< ALESSANDRO DR - LESSANDRO DR i i I f-,ri��itj. P --- . :, ,•J•7• • .- f • - _ PALMDESERT DR S_ '-"�' ""PALM DESERT-DR'S I:cl�' -""'�" ' . ., PALM £ i`i' s q t ' ALLEY t l e . • Y: _ a Hi r r Q 1 # {. ' acl- ,dt; �`'.:Yr c-—"�• ♦r • e�o., sJ _VI - ,-t I,:c r ' m M'!L. pi �,i ' .. • d > . LARREAIST d, r •LARRE4 ST F p , q p __ ,ems it ii r jr - ;1;71T•-I i—'f`"�`- - ,r ' , r j 0 ?t 9 y. _ � a- t "air.; .A.+4 & nw bil - .ash A . ' '"•"- 'o - SHADOW MOUNTAIN DR - ~� �SNADOW lyl0---' t` - -r. ICI'f N EWOOD ST-.. 'Cr i� .,- /, a SHADOW LAKE,DR r+. - I. allt lit e * i..- ' •, , JOSX UI►TREE S T _ _ , - --. - ,S,,,i I ..._ ;�ima i _ '`��� > . } 7 �f'CHICORY1ST`. CHICORY ST j !6"' CHICO 1_ :"3- N - Ct 1.1.8 .- i l,..d i �► "a O RF a "�7 ,�....C. ill .0., ,,,- 44 lesmite; 4- IIIII1i. ..-.709,re .. , IP 'i,it. :4 . ., 0 -.,7.__ L___L.._,, r. ; ' : , ,;o t ,• .711 `,�.. Z' �^ d PAR S7 JUNIPER-ST 'JUN - l =firq i ` �' ;�r ..., .. 's _. T"`".: El Paseo Study Area East A �ii a A: EL PASEO SAN LUIS REY ';.+Z,i- B EL PASEO @ PORTOLA e VICINITY MAP ` EL PASEO ' S .. ItOB � j> J. r'� '#� _ -•..�..,a . ;�" _ [.e4q3 ■1 -ALSL EY A - ".... .'� � ' i^.u.o�-..�...r.asi�.,..us..oi -. PALM DESERT D .. i' +�m.a.. _ - DESERT DR I Ui� { .1 ,'} ��_ — •A4 w• ""° � • "may. Tr ..'..y r `PALM S' � �, r it i s i z' $ _ J , « - t' .�a.�..EL PASEO$EO # -__ _ EL,FfASEO: , ; r1• 7 r J.- 4,/, .- itz- •f 0411/41i •`,, s .046'. 1:4-41( 1U- H,el , , in i : --- ' sPii, i ,at Viptor„..... r 0 . ... , . , . .� M,' • t _C .f'' + iiiiiiiii_ JOSH UAT R ' i- p Of +}ate} • s 4�f �' BEAV ER TA egslr 'r ,r� . •'�� 7 2• w •L L. , ,`ty4o-4r .- +. "7-x _ {. 3:. v�w p e rN d !,� , A► ` �� • .;, • ° 4 x ' Qom. �,�.> -7. .mow .._ F ,.. . � . 4 ' i s.' : c ;7, ky FQ _ 7t a �1F'- JUNIPER f Ott ~1»�#s _ . 44/ `4 " .. . 00 ,14.Aillir ,� " j r liy ~-.. g ' F rs.Z . t .Gra tit...� s!. ar i t / - :' G.C^� L`y 4 4 °g '' ` , El Paseo Study Area West A: ROSEWOOD HOTEL )14 11 I) "d's"' VI( INIlYMAl' it, . 'w a .. . ; IPA �` ''� �,` BOUTIC) UE HOTEL INVESTMENT >'_itatwahr� & DEVELOPMENT OPPORTUNITY E \ TRADA DEL PASEO 72559 HIGHWAY 1 1 1 - - -- `- ;:, : :'::::-i,: ''''''""r'- *4°1'71: 6''-—- ' • '-*".t.:a41011 ..-' , f ,� ifirC �. I.Cl1Y UI- i'ALM DESERT '., CITY MANAGER'S OFFICE ,t It `'t 73-510 FRED WARING DRIVE .! ' ' PALM DESERT, CA 92260 '• . ' �rf% 4 > ri tl t r . , QUESTIONS FUTURE MARKET DEMAND ANALYSIS Coachella Valley Palm Desert Lodging Markets Client #15-487LA-0336 Mr. Rudy P. Acosta Assistant City Manager C B R E HOTELS City of Palm Desert .-._.. 73-510 Fred Waring Drive The Wodd's Leading Hotel experts. "0 Palm Desert, CA 92260-2578 �O • r0 �4/�ry 1009" Q lOT9 V J /y ' ue V ` .\� `t���.�~;may �j Ox .- 00 ,r .• \ 1% 'sue N. ,; y � l k , : ••�v 70 0]� • 4.-r .7r 7°7 y.A , , • a % k i,•� ► i i i.�,y,y,:`,�.*`g►i�`j e �' 0j0r �jQ Clio 7G,�QTNito, • 41. x / 1 I + + . ' n. V,�1/4` v� • •'' !`.d.y 00 /7 0,, 07 lo, 7 .. c-,,-, „Apo . .:14illir: ,„„. .p. 4, ''' "1" „......,*, 4‘. ''. ,, . ... *he,. 1 x + r "7070 7p p n_ y� 0 � Q?�5�` t.y AS-A,� `" "'r+" ' ,r1 ,. `t. # Y a. ` r 01 T%7 °7�7770 a00� it, fl �.� *, I yU7 pv rJ 707070�7G07 v7 70i0 a r' °` r � j �., i4 r• bip 70 1 00), 7P� s 7 7070 10r 0(" . il)al 0 0' ,,„r-.0"-1' e+ ' . ',,• 77 ? 10701 1(� t w� nR ' .ifiea1Y` .t t► r+ ", • • II , 4 .. 1I Ilk t1 * r at * w r� r " _• ' A A M Al, "1 r +" +► r " '" % a . 4' .b. .k A n A r• a` "" .. ,b,....t -r ?77/ 't7 ", 2/00 so00 d, .4.• 't. If ,.„ COMMERCIAL REAL ESTATE SERVICES PKF CBRE HOTELS CONSULTING -- USA The World's lending Hotel Experts. A COMCCIMPO V Bruce Baltin CBRE, Inc. Managing Director Valuation & Advisory Services 400 South Hope Street, 25'h Floor Los Angeles, CA 90071 +1 213 613 3370 Office Bruce.Baltin@pkfc.com Bruce.Baltin@cbre.com www.cbrehotels.com I www.pkfc.com February 8, 2016 Mr. Rudy P. Acosta Assistant City Manager City of Palm Desert 73-510 Fred Waring Drive Palm Desert, CA 92260-2578 Dear Mr. Acosta: In accordance with our agreement, we have completed our analysis of potential market demand for future hotel development in Palm Desert, California. We have been presented with multiple sites located in four defined strategic areas: Desert Willow, Interstate 10 Corridor, Highway 111, and, the upscale El Paseo district, and have analyzed the overall Coachella Valley and Palm Desert lodging markets in order to address the implications associated with future hotel development at each of these sites. The conclusions set forth in this report are based on an analysis of the existing and potential future supply and demand for the competitive lodging market, as of the completion of our fieldwork and research in December 2015 and January 2016. Our work plan included an initial briefing of the assignment, evaluation of the Palm Desert and greater Coachella Valley lodging markets, analysis of four study areas and multiple sites therein proposed for hotel use, site recommendations, facilities recommendations, analysis of the competitive lodging market, and our estimation of market share estimates for the proposed hotels. Our recommendations for facility programming and site selection, followed by market share estimates, are based on our analysis of the existing and potential future supply and demand of the competitive lodging market, as of the completion of our fieldwork and research in December 2015 and January 2016. As in all studies of this type, the estimated results are based upon competent and efficient management practices and presume no significant change in the competitive market from that set forth in this report. Since our results are based upon estimates and assumptions that are subject to change, we do not represent them as results that will February 8, 2016 Proposed Hotel Development, Palm Desert, CA City of Palm Desert Page ii actually be achieved. It is expressly understood that the scope of our study and the report thereon do not include the possible impact of zoning or environmental regulations, licensing requirements, or other restrictions concerning the project except where such matters have been brought to our attention and are disclosed in the report. This report is subject to the Terms and Conditions presented in the Addenda. We appreciate the opportunity to work on this assignment and look forward to answering any questions you may have regarding our findings and conclusions presented herein. Sincerely, PKF Consulting USA I CBRE Hotels Bruce Baltin Managing Director Page iii TABLE OF CONTENTS Page Number INTRODUCTION 1 SCOPE AND METHODOLOGY 1 SUMMARY OF CONCLUSIONS 1 Desert Willow 2 Proposed Quiksilver Resort Hotel 2 Interstate 10 Corridor 2 Proposed Select Service Hotel 2 El Paseo District 3 Proposed Luxury Hotel 3 Highway 111 3 Proposed Boutique Hotel 3 ADDITIONAL CONCLUSIONS AND SUPPORT FOR HOTEL DEVELOPMENT 4 Introduction 4 Market Demand 4 New Hotel Product 5 Conclusion 5 AREA REVIEW 6 INTRODUCTION 6 COACHELLA VALLEY 6 Economic Indicators 7 Employment 7 Seasonality 9 Palm Springs International Airport 9 Convention Activity 11 Transient Occupancy Tax Trends 12 Tourism Activity 13 Future Development 13 CITY OF PALM DESERT 15 FUTURE TRENDS 17 AREA REVIEW SUMMARY 18 POTENTIAL FOR FUTURE HOTEL DEVELOPMENT 20 OVERVIEW 20 ANALYSIS OF THE OPPORTUNITY SITES 20 SITE REVIEWS 22 Desert Willow 22 Interstate 10 Corridor 24 Highway 111 25 El Paseo District 26 RECOMMENDATIONS 27 CONCLUSIONS 29 HOTEL MARKET ANALYSIS—DESERT WILLOW 33 QUIKSILVER RESORT AT DESERT WILLOW 33 Facilities Recommendations 33 The Competitive Hotel Market 33 Additions to Supply 43 HOTEL ROOMS DEMAND 43 MARKET PERFORMANCE OF THE COMPETITIVE MARKET 43 Competitive Market 43 ROOMS DEMAND FOR THE COMPETITIVE MARKET 44 Page iv TABLE OF CONTENTS Page Number Mix of Demand 44 Transient Market Segment 45 Group Market Segment 45 PROJECTED GROWTH IN DEMAND 46 ESTIMATED PERFORMANCE OF THE SUBJECT HOTEL 48 Penetration Analysis 48 Projected Market Penetration and Occupancy 49 Average Daily Rate and Yield Analysis 51 HOTEL MARKET ANALYSIS- 1-10 CORRIDOR 53 1-10 CORRIDOR HOTEL 53 Facilities Recommendations 53 The Competitive Hotel Market 53 Additions to Supply and Reintroduction of Hotel Supply 67 HOTEL ROOMS DEMAND 67 MARKET PERFORMANCE OF THE COMPETITIVE MARKET 67 Competitive Market 67 ROOMS DEMAND FOR THE COMPETITIVE MARKET 68 Mix of Demand 68 Transient Market Segment 69 Group Market Segment 69 PROJECTED GROWTH IN DEMAND 70 ESTIMATED PERFORMANCE OF THE 1-10 CORRIDOR HOTEL 72 Penetration Analysis 72 Projected Market Penetration and Occupancy 73 Average Daily Rate and Yield Analysis 75 HOTEL MARKET ANALYSIS- EL PASEO 77 EL PASEO LUXURY HOTEL 77 Facilities Recommendations 77 The Competitive Hotel Market 77 Additions to Supply 85 HOTEL ROOMS DEMAND 85 MARKET PERFORMANCE OF THE COMPETITIVE MARKET 86 Competitive Market 86 ROOMS DEMAND FOR THE COMPETITIVE MARKET 87 Mix of Demand 87 Transient Market Segment 87 Group Market Segment 88 PROJECTED GROWTH IN DEMAND 88 ESTIMATED PERFORMANCE OF THE EL PASEO LUXURY HOTEL 90 Penetration Analysis 90 Projected Market Penetration and Occupancy 91 Average Daily Rate and Yield Analysis 94 HOTEL MARKET ANALYSIS - HIGHWAY 111 96 HIGHWAY 111 BOUTIQUE HOTEL 96 Facilities Recommendations 96 The Competitive Hotel Market 96 ESTIMATED PERFORMANCE OF HIGHWAY 111 BOUTIQUE HOTEL 99 Penetration Analysis 99 Projected Market Penetration and Occupancy 100 Average Daily Rate and Yield Analysis 102 Introduction Page I 1 INTRODUCTION SCOPE AND METHODOLOGY The scope and methodology of this report included the evaluation of the existing Palm Desert lodging market, analysis of potential hotel sites, facilities recommendations, and potential market share, as they relate to one or more proposed hotels to be located in the City of Palm Desert. We gathered and analyzed relevant economic data regarding the market area to determine whether the overall economic environment in the area appears to be suitable for additional hotel development. We examined correlations between key economic factors and the demand for lodging and utilized any available forecasts of these indicators in our evaluation of potential future demand. We performed primary market research in the site area, consisting of interviews with key demand generators, inspection and evaluation of competition and discussions with persons familiar with development patterns and the local hotel market. Among those who we interviewed include: management of the Greater Palm Springs Convention and Visitors Bureau, representatives of local demand generators; owners and managers of potentially competitive hotels and convention facilities; and government officials in zoning, development and transportation. We inspected and analyzed the four study areas featuring fifteen specific sites available for potential development. We evaluated the sites in terms of their opportunities and constraints for development, advantages and disadvantages in terms of accessibility, ambiance, relationship to demand generators and area amenities, and strengths and weaknesses compared to competitive properties. We then made preliminary recommendations as to the proposed hotel's facilities, including number and type of guest rooms, food and beverage facilities, conference/banquet space, and other facilities and amenities. We identified the ability of the market to absorb additional rooms. We analyzed historical economic growth in the area and the characteristics of each of the principal segments of demand for hotels. Then, using the information gathered in our research, we estimated growth in demand for each market segment and projected demand over a five-year period, expressed in room nights. These recommendations are intended to provide you with the basis for planning future hotel development within the City of Palm Desert. SUMMARY OF CONCLUSIONS Based upon an analysis of the sources of demand available to the subject properties and their estimated competitive position, we have estimated the average daily rate that could potentially be achieved in a representative year, in current value dollars, and occupancy levels from opening until stabilization for the proposed hotels. These tables, as well as our recommendations for the proposed hotels within each of the four study areas follow. Potential Future Development, Palm Desert, California Introduction Page 12 Desert Willow Proposed Quiksilver Resort Hotel The proposed Quiksilver Resort Hotel is anticipated to be the focal point of the Desert Willow development on the nearly 80-acre site surrounded by the highly acclaimed 36- hole Desert Willow Golf Resort, as it will bring a high quality, luxury product with a widely regarded lifestyle brand to an established resort destination. Based on a preliminary development program for Sites B and C, of 450 guestrooms and complementary and similarly positioned, restaurants as well as meeting space, we have projected the anticipated average daily rate and occupancy levels, anticipated that the hotel would open in 2019. Upon completion, the proposed hotel would be the highest quality full- service hotel in the City of Palm Desert and could be strategically positioned with the nearby JW Marriott Desert Springs Resort & Spa (the largest hotel in the Coachella Valley) to allow the City to offer the most desirable leisure and group meetings destination in the Valley. With the appropriate facilities and amenities to cater to the leisure and group markets, we estimate that the proposed Quiksilver Resort Hotel could achieve a $310.00 average daily rate upon opening in 2019. By discounting back at 3%, the projected market growth rate, we arrive at an average daily rate of $283.00 in 2016 dollars at a stabilized occupancy of 68 percent, as shown in the following table below. Projected Market Performance of the Quiksilver Resort at Desert Willow Annual Percent Occupied Percent Occupancy Average Percent Percent Market Revenue Year Supply Change Rooms Change Percentage Daily Rate Change REVPAR Change Penetration Yield 2019 164,250 N/A 96,900 N/A 59% $310.00 3.0% $182.89 N/A 95% 120% 2020 164,250 0.0% 105,000 8.4% 64 319.00 3.0 203.93 11.5% 100 126 2021 164,250 0.0 112,000 6.7 68 328.00 3.0 223.66 9.7 105 131 2022 164,250 0.0 112,000 0.0 68 338.00 3.0 230.48 3.0 105 131 2023 164,250 0.0 112,000 0.0 68 348.00 3.0 237.30 3.0 105 131 CAAG 0.0% 3.7% 2.9% 6.7% Source: PKF Consulting Interstate 10 Corridor Proposed Select Service Hotel Based on the location of the four sites and their relationship to existing and planned area amenities and demand generators, we also believe that there is market demand for an approximately 120-room select-service or extended-stay hotel at Site A, near the intersection of the Interstate 10 and Monterey Avenue. The subject site has excellent freeway visibility and should benefit from its location at the western border of Palm Desert, thereby not only allowing for the opportunity to take advantage of all the City has to offer, but also excellent access to explore other communities of the Coachella Valley. With competent management and operations, we estimate that the proposed hotel could achieve a $142.00 average daily rate upon opening in 2018. By discounting back at 3%, the projected market growth rate, we arrive at an average daily rate of $134.00 in 2016 dollars at a stabilized occupancy of 68 percent, as shown in the table on the following page. Potential Future Development, Palm Desert, California Introduction Page 13 Projected Market Performance of the 1-10 Corridor Hotel (Annual Percent Occupied Percent Occupancy Average Percent Percent Market Revenue Year Supply Change Rooms Change Percentage Daily Rate Change REVPAR Change Penetration Yield 2018 43,800 N/A 25,600 N/A 58% $142.00 3.0% $83.00 N/A 90% 91% 2019 43,800 0.0% 28,600 11.7% 65 146.00 3.0 95.33 8.3% 97 99 2020 43,800 0.0 30,600 7.0 70 151.00 3.0 105.49 5.8 101 104 2021 43,800 0.0 30,700 0.3 70 155.00 3.0 108.64 2.8 100 102 2022 43,800 0.0 30,700 0.0 70 160.00 3.0 112.15 3.2 100 103 CAAG 0.0% 4.6% 3.0% 7.8% Source:CBRE Hotels El Paseo District Proposed Luxury Hotel In addition to the Quiksilver Resort and select-service hotel, we are also of the opinion that a smaller approximately 85-room, high-end boutique hotel could potentially be developed on Site A (El Paseo at San Luis Rey) within the El Paseo Study Area. It is envisioned that to differentiate this hotel from the planned Autograph Collection Hotel to be located in proximity to the site on El Paseo and potential Highway 111 boutique hotel, the quality level of this hotel should be above that which exists or is proposed for the local market and capture the essence of the luxury labels, chic boutiques, and gourmet cuisine of the famed El Paseo shopping district. With competent management and operations, we estimate that the proposed high-end boutique hotel could achieve an opening average daily rate of $366.00 in 2019. By discounting back at 3%, the projected market growth rate, we arrive at an average daily rate of $335.00 in 2016 dollars at a stabilized occupancy of 68 percent, as shown in the table below. Projected Market Performance of the El Paseo Luxury Hotel Annual Percent Occupied Percent Occupancy Average Percent Percent Market Revenue Year Supply Change Rooms Change Percentage Daily Rate Change REVPAR Change Penetration Yield 2019 31,025 N/A 18,100 N/A 58% $366.00 3.0% $213.52 N/A 93% 103% 2020 31,025 0.0% 19,900 9.9% 64 377.00 3.0 241.81 13.2% 100 111 2021 31,025 0.0 21,000 5.5% 68 388.00 3.0 262.63 8.6 103 114 2022 31,025 0.0 21,100 0.5% 68 400.00 3.0 272.04 3.6 100 111 2023 31,025 0.0 21,200 0.5% 68 412.00 3.0 281.53 3.5 100 111 CAAG 0.0% 4.0% 3.0% 7.2% Source: CBRE Hotels Highway 111 Proposed Boutique Hotel Based on our review of the four potential development sites within the Highway 111 Study Area, we are of the opinion that Site B (Highway 111 at El Paseo West) presents an opportunity for the development of an approximately 100-room boutique hotel representing the character of the desert landscape and taking advantage of existing improvements on the site that could be repurposed to facilities to support the hotel, such as restaurant and meeting space and back of the house support spaces. Potentially developed in a collection of low-rise and or casita buildings, the hotel would offer a secluded and relaxing oasis, while still being located in proximity to the Coachella Valley's primary thoroughfare and to the Western end of El Paseo. The proposed hotel Potential Future Development, Palm Desert, California Introduction Page 14 would bring a high-quality full service boutique hotel to Palm Desert, an underrepresented product in the market. With competent management and operations, we estimate that the proposed boutique hotel could achieve a $301.00 average daily rate upon opening in 2020. By discounting back at 3%, the projected market growth rate, we arrive at an average daily rate of $268.00 in 2016 dollars at a stabilized occupancy of 68 percent, as shown in the table below Projected Market Performance of the Highway 111 Boutique Hotel Annual Percent Occupied Percent Occupancy Average Percent Percent Market Revenue Year Supply Change Rooms Change Percentage _Daily Rate Change REVPAR Change Penetration Yield 2020 36,500 N/A 21,100 N/A 58% $301.00 3.0% $174.00 N/A 90% 81% 2021 36,500 0.0% 23,800 12.8% 65 310.00 3.0 202.14 16.2% 99 89 2022 36,500 0.0 24,800 4.2 68 320.00 3.0 217.42 7.6 100 90 2023 36,500 0.0 24,900 0.4 68 329.00 3.0 224.44 3.2 100 90 2024 36,500 0.0 24,900 0.0 68 339.00 3.0 231.26 3.0 100 90 CRAG 0.0% 4.2% 3.0% 7.4% Source:CBRE Hotels ADDITIONAL CONCLUSIONS AND SUPPORT FOR HOTEL DEVELOPMENT Introduction The preceding analysis has been undertaken in order to determine the extent to which the four selected Study Areas and individual sites therein present viable options for hotel development in the City of Palm Desert. Based on the preceding, it is our professional opinion that Palm Desert, and specifically the four selected subject sites, are able to support the development of four hotels, of varying sizes, quality levels, and positioning within the local and greater Coachella Valley hotel markets. It is important to note that these recommendations and conclusions presented herein are based on a selection of which we concluded were the most viable sites within each of the Study Areas and that our findings are predicated on the fact that the proposed hotels will be significantly differentiated in their product offerings so as to induce new demand into the market, rather than cannibalize existing demand. Market Demand Based on our analysis of the current lodging market in Palm Desert and the greater Coachella Valley, it is our conclusion that, in terms of the luxury and higher-end boutique hotels the market is currently underserved. As such an opportunity exists to develop such a product that would induce new visitors to the destination and contribute new tax revenues for the City. Further, based on our review of the select service lodging segment, the market is currently operating at or near stabilized levels of occupancy, which suggests that there is room to absorb additional hotel supply. Located in the center of the Coachella Valley, Palm Desert is an established resort destination that continues to see significant leisure demand during the peak season as well as social groups and corporate retreat business. Our market research and analysis suggests that demand continues to be very strong in the transient and group segments, and that the opening of new properties would offer additional lodging options for visitors to the Coachella Valley, allowing for more guests to stay in Palm Desert. A primary driver in capturing and Potential Future Development, Palm Desert, California Introduction Page 15 inducing additional demand will be the quality, style, and location of hotel properties developed, offering visitors unique lodging options nearby to area amenities. New Hotel Product It is our belief that the subject sites present an opportunity to develop four distinctive lodging types not adequately represented in the Palm Desert lodging market. The development of a luxury resort with a distinct brand following will bring a unique hotel product to the local hotel market. While the greater Coachella Valley market is comprised of a few luxury resorts, there is a relative lack of comparable, luxury hotel product in the City of Palm Desert, beyond the JW Marriott Resort. Additionally, the majority of the competitive supply in the greater Coachella Valley market is comprised of older resorts that may not carry the brand equity or level of service and facilities that the proposed Quiksilver Resort is anticipated to offer. This differentiation would allow the proposed hotel to attract significant leisure and group demand to Palm Desert, and appeal to an untapped consumer base. In addition, it is our belief that an opportunity exists to develop a select service or extended-stay hotel at the northern bounds of the city limits near Interstate 10 and Monterey Avenue to capture the growing need for these types of varied accommodations as the City continues to grow and establish itself as a premier destination. Finally, the development of two high-quality boutique properties would help to boost an underrepresented property type in the midst of some of the traditional hotel and resort properties in the greater Palm Desert and Coachella Valley market. We estimate a small very high end boutique hotel that is developed as a compliment to the luxury retail shops and fine dining of El Paseo would allow for an even wider pool of potential guests seeking luxury accommodations within the City of Palm Desert to be accommodated. Similarly, a high-quality, full service boutique hotel at Highway 111 and El Paseo West with food and beverage outlet(s) and meeting space would attract leisure demand to the market, as well as different types of group demand. Conclusion The purpose of this study has been to develop conclusions and recommendations concerning the potential operating performance and impact on the local hotel market of developing four hotels in the City of Palm Desert. In arriving at a conclusion, we have conducted an analysis of the competitive market, which includes hotels located in Palm Desert and the greater Coachella Valley. Additionally, we have made recommendations as to the type of hotels that would be viable to develop on the subject sites. It is our recommendation that the City of Palm Desert can support the development of as many as four appropriately-positioned hotels, reflecting the character and opportunities available for each distinct area of study. Based on current supply, the potential novelty of new development, and the differentiated nature of various types and positioning of lodging developments it is our belief that the City of Palm Desert offers an opportunity to attract new lodging products to an ever more establishing resort destination. Potential Future Development, Palm Desert, California Area Review Page 16 AREA REVIEW INTRODUCTION The economic climate of the market area encompassing the subject property is an important consideration in forecasting hotel demand and income potential. Historical economic and demographic trends that highlight the amount of visitation or other travel- related indicators provide a basis for hotel demand projections. The purpose of this section is to review available economic and demographic data to determine whether the regional and local market areas might experience future economic growth. The following pages discuss economic and social factors impacting the Coachella Valley and the City of Palm Desert. COACHELLA VALLEY Situated in Riverside County, the Coachella Valley is a collection of resort communities including Palm Springs, Cathedral City, Rancho Mirage, Palm Desert, Desert Hot Springs, Indian Wells, La Quinta, Indio, and Coachella. Given the abundance of sunshine and its proximity to the Greater Los Angeles area, the Coachella Valley is a popular winter and weekend retreat for Southern California residents. With its large inventory of recreational facilities in the area, including 125 golf courses and over 600 tennis courts, the valley is also an established group destination. The Palm Springs valley, as it has been termed, has also become a location renowned for its casinos, as supported by the 2004 openings of the Spa Resort Casino, the 310-room Casino Morongo in Cabazon, the 250-room Fantasy Springs Casino Hotel in Indio, and the 340-room Agua Caliente Hotel in Rancho Mirage, which opened in the spring of 2008 and added a state of the art entertainment venue in 2009. The Coachella Valley occupies an area of approximately 600 square miles. The year- round climate averages 74 degrees, with average daytime temperatures of 89 degrees and nighttime temperatures dropping to an average of 60 degrees. A low average rainfall of approximately 5.5 inches per year ensures that the skies are sunny almost 350 days per year. While the climate attracts a large number of visitors during the winter months, the extreme heat in the summer generally causes a significant decrease in economic activity and visitors during this period. The Coachella Valley appeals to an essential base of business, the baby boomers, given their desire to retire in a place with good weather, a high quality of life, and many recreational opportunities. At the beginning of the decade, the Coachella Valley's economy continued experiencing difficult short term economic challenges mostly due to the lengthy recession impacting the U.S. and the hangover from the mortgage crisis that has affected Southern California's residential markets. However, the valley's economy is currently well into its recovery phase. In 2013 and 2014, the Coachella Valley's economy continued to improve with positive indicators coming from the tourism, health care, agriculture, retail trade and housing industries. With improving economic conditions Potential Future Development, Palm Desert, California Area Review Page i 7 demonstrated in 2015 and for the coming years combined with new attractions and events in the Coachella Valley, as well as hundreds of millions of dollars of hotel improvements in recent years, and the opening of the Ritz-Carlton Rancho Mirage, prospects for the tourism industry appear bright. Economic Indicators While the Coachella Valley economy was greatly impacted by the collapse of the housing and construction industries during the recession, the Valley has shown significant growth in recent years. Passenger levels at the Palm Springs Airport as well as visitors to the region have increased significantly in the past few years, which bodes well for the future of the Coachella Valley. This is especially true thanks to its continued role as a destination for national tourism, conventions and off-season living, as well as its potential as a home to aging baby boomers looking to retire in a recreational mecca. Additionally, its agricultural production and medical care add to the economic diversity of the area. These trends have carried over to the local hotel market and particularly the high-end hotel market, which began to rebound as pent-up leisure demand has returned to the marketplace. In recent years, a number of local visitors from nearby Los Angeles have formed a burgeoning off-peak, weekend demand segment as the Coachella Valley continues to re-assert its prominence as a staycation destination for adults. With favorable economic conditions forecast for the coming years, new attractions and events in the Coachella Valley, including the wildly popular Coachella Valley Music and Arts and Stagecoach festivals and hundreds of millions of dollars of hotel improvements in recent years, prospects for the tourism industry were increasingly positive throughout 2015 and are anticipated to be bright for the foreseeable future. Employment Due to the extreme seasonality, the Coachella Valley region experiences lower unemployment during the fall, winter, and spring months as there is an influx of seasonal and special event visitors. The highest unemployment rates are historically found during the summer months and then improve come September, when job gains occur in the education and government sectors. Nationwide, the unemployment rate has dropped significantly since the recession. In October 2014, the national unemployment rate was 5.7 percent, which is 0.1 percentage points higher than it was at year-end 2014, and 1 .5 points lower than the previous year. As of October 2015, the unemployment rate was at 5.0 percent, which is the lowest unemployment has been since 2008 at the beginning of the recession. About half of that decline was due to new job growth. As of October 2015, California's statewide unemployment rate decreased to 5.7 percent down 1 .4 percentage points from the same period in the previous year. On an annual basis as of October 2015, California gained 315,600 jobs since October 2014. The unemployment rate in Riverside County was at 6.5 percent in October 2015, down from 7.9 percent over the same period the previous year. Potential Future Development, Palm Desert, California Area Review Page 8 Unemployment Rate Comparison Location December 2014 October 2014 October 2015 Riverside County 7.1% 7.9% 6.5% California 7.1 7.1 5.7 U.S. 5.6 5.7 5.0 Source: U.S. Bureau of Labor Statistics Presented in the following table are unemployment statistics for each of the Coachella Valley's named communities, including year-end 2014 unemployment rates and a comparison of the most recent monthly rates available, through October as compared to the prior period one year ago. Unemployment Rate Comparison City 2014(Annual) Oct 2014 Oct 2015 Cathedral City 6.7% 6.4% 5.3% Coachella 12.6 12.0 10.1 Desert Hot Springs 9.8 9.3 7.8 Indian Wells 6.0 5.7 4.7 Indio 8.9 8.5 7.1 La Quinta 5.2 5.0 4.1 Palm Desert 5.9 5.6 4.6 Palm Springs 6.8 6.4 5.3 Rancho Mirage 7.0 6.6 5.5 Source: U.S. Bureau of Labor Statistics From the table above, it can be seen that down valley resort destinations typically experience unemployment that is toward the lower end of the range. This lower unemployment is due to the fact that La Quinta, Palm Desert, and Indian Wells have established themselves as resort/retirement destinations. The Coachella Valley was hit harder by the negative effects of the recession, with an estimated GDP decline that is significant by historical standards, when compared to most other regions in the Inland Empire. The sectors of employment that suffered the most were the industries with some of the highest salaries in the area, such as construction and financial services. This, coupled with the more recent decline in government employment, created a near-perfect economic storm. The composition of the Coachella Valley economy, with its reliance on high paying manufacturing and construction jobs, which seemed to work in the Coachella Valley's favor prior to the recession, made the economic meltdown a tough situation to recover from. Yet the region has recovered and growth is predicted to continue for the next few years. The region has recovered jobs by making gains in healthcare and education, although it has been unable to recover the construction jobs lost during the recession. The recent job growth has been significant, but as a recent article in the Desert Sun notes, the post-recession trade-off has been lower-paying healthcare jobs to account for the losses in the construction and manufacturing sectors. Nonetheless, local economists predict that the recovery in employment will help drive the real estate market subsequently incentivizing new construction and therefore construction jobs. The outlook for economic growth in the region is, therefore, quite positive. Potential Future Development, Palm Desert, California Area Review Page 9 Seasonality The Coachella Valley exhibits a high degree of seasonality in demand. The length of each season is a function of weather and the timing of holidays. The high season occurs between January and April, when the weather is most desirable and the hotels exhibit the highest occupancies and rates. There is more travel by individuals rather than groups during this period. During the high season the number of special events and festivals that occur in the Coachella Valley typically results in occupancy levels in the 80 percent range and hotels often sell out during weekends given the large influx of weekend visitors from Southern California. Events such as the Coachella and Stagecoach Music Festivals and BNP Paribas Open tennis tournament attract hundreds of thousands of visitors to the Coachella Valley. The shoulder seasons occur from May through June and from October through December. Since there are fewer individual travelers during this period, the hotels focus on attracting a higher proportion of group business. The low season occurs in the summer months of July, August, and September due to the increase in temperature. Individual travel during the low season outnumbers groups, which are reluctant to commit to room blocks during potentially intense heat periods, whereas individual travelers can opportunistically capitalize on low seasonal summer rates when fluctuations in the normally high season temperatures permit. The following table illustrates an estimate of the monthly occupancy and average room rates experienced by hotels in the Coachella Valley for the trailing twelve month period ended September 2015, and the monthly and the year-over-year RevPAR (revenue per available room) change from the prior year. Coachella Valley Monthly Hotel Trends* Trailing 12 Month as of September 2015 Occupancy Average Daily Rate RevPAR RevPAR YOY Change October 2014 54.5% $150.13 $81.75 N/A November 2014 65.4 168.75 110.38 13.8% December 2014 53.2 158.79 84.53 7.1 January 2015 65.4 177.03 115.70 2.9 February 2015 75.1 186.40 139.96 2.9 March 2015 79.5 229.51 182.35 2.3 April 2015 70.4 254.64 179.14 -3.2 May 2015 61.1 171.26 104.67 9.0 June 2015 51.7 122.08 63.14 9.3 July 2015 52.1 116.80 60.89 10.2 August 2015 44.1 112.92 49.80 -11.7 September 2015 50.8 131.38 66.68 17.8 Annual 60.3% $164.97 $103.25 5.0% *Based on sampling of Coachella Valley hotels totaling approximately 7,800 rooms Source: CBRE Hotels USA Palm Springs International Airport Palm Springs International Airport (PSP) is the only commercial airport in the Coachella Valley. It is considered to be a potential positive growth factor as it works to meet the Potential Future Development, Palm Desert, California Area Review Page 110 challenge of a potentially expanding convention market and tourism-based economy. However, the airport inhibits growth in the valley as frequency is reduced during the summer to match demand, which poses a challenge for a destination that would like to reach beyond Southern California as a feeder market. The airport also lacks direct service to many major markets. At present, there are ten airlines that service PSP, providing non-stop routes to 20 destinations on a seasonal basis. While the airport offers direct flights to the Mid-West, West Coast, and Canada, direct service to the East Coast is limited. Furthermore, airfares are relatively expensive, putting Palm Springs at a disadvantage in terms of attracting national groups relative to competing destinations, such as Phoenix, Scottsdale, and Tucson. Presented in the following table are air passenger counts for the years 2002 through 2014, and year-to-date through November 2015. The CAAG (compound average annual growth) for the period was 4.6 percent. Passenger counts reached a pre-recession high of approximately 1.6 million persons in 2007 as the airport experienced record usage by both tourists and area residents. However, in 2008 travel began to wane, declining by approximately 4.2 percent, consistent with the rest of the industry given rising energy expenses, reduced air service, and an economic downturn in the U.S. This downward trend also continued throughout 2009 with passenger traffic declining to a four-year low of approximately 1 .5 million passengers. Over the past few years, air travel has been on the upswing again, with year-over-year growth experienced in each of the last five years. Most recently, there was a gain of 9.3 percent in 2014, and a total passenger count of approximately 1 .9 million, an all-time high. Palm Springs International Airport Annual Passenger Traffic Year Total Passengers Percent Change 2002 1,1 10,1 18 N/A 2003 1,246,842 12.3% 2004 1,367,804 9.7 2005 1,419,087 3.7 2006 1,529,005 7.7 2007 1,610,943 5.4 2008 1,542,924 -4.2 2009 1,465,751 -5.0 2010 1,495,167 2.0 2011 1,511,150 1.1 2012 1,727,122 14.3 2013 1,752,180 1.5 2014 1,914,402 9.3 2015 1,888,657 -1.3 CAGR 4.6% - YTD 02/15 449,557 N/A YTD 02/16 461,297 2.6% Source: Palm Springs International Airport Year-to-date figures through February show an increase of 2.6 percent in enplaned and deplaned passengers over the same period last year. 2015 slightly underperformed relative to 2014 figures, which was the airport's strongest year, signaling a plateau. Potential Future Development, Palm Desert, California Area Review Page I 11 Additionally, the CVB is also exploring funding options for further air service subsidies to address off-season and shoulder season airlift capacity, including the recent addition of non-stop JetBlue flights to New York City. It is anticipated that passenger counts for 2016 will exceed 2015 numbers. Convention Activity As previously mentioned, the Coachella Valley is primarily a tourism-based economy, which generates most of its group demand from self-contained resorts with meeting space and the Palm Springs Convention Center located in Downtown Palm Springs. In 2000, it was determined that the Palm Springs Convention Center was too small to remain competitive with other regional convention centers. To address this issue, the Palm Springs City Council approved the increase of transient occupancy tax for local hotels in order to subsidize the 100,000 square feet expansion of the existing center. In September 2005 the center's expansion was completed allowing it to accommodate approximately 60 percent more groups, although demand did not materialize as projected in the immediate term. Booking numbers in 2009 and 2010 were historically low for the Convention Center but as business began to return to more normalized levels in 2011 , the Convention Center, Palm Springs, and neighboring cities within the Coachella Valley began to benefit. According to the most recent data provided by the CVB in the Palm Springs Convention Center Bookings Calendar report, group business continues to rebound, with approximately 66,000 room nights for 2014, compared with approximately 52,000 room nights actualized in 2013, which represents a 22.8 percent increase. 2015 seems to have been solid as the CVB's booking pace for 2015 had exceeded its target goal by 7.0 percent. Palm Springs Convention Center Historical Convention Center Bookings Number Room Nights Percent Average Room Nights Total Year of Events Consumed Change per Bookings Attendance 2008 134 48,597 -19.3% 363 124,555 2009 112 46,701 -3.9 417 91,988 2010 82 39,281 -15.9 479 102,270 2011 101 56,920 44.9 564 129,350 2012 91 53,743 -0.1 591 146,264 2013 100 52,129 -8.4 521 120,578 2014 102 65,994 22.8 N/A 130,460 Source: Palm Springs Convention Center The following table shows the total future room nights booked in the Coachella Valley by the Greater Palm Springs CVB for years 2015 through 2022. It should be noted that this includes convention groups, as well as self-contained meetings booked by CBS sales staff to be held at member hotels. While 2015 outpaced its target goals, CVB executives are confident that 2016 and 2017 are shaping up to be extremely strong years from a group booking standpoint, which bodes well for the whole valley. Potential Future Development, Palm Desert, California Area Review Page 112 Palm Springs Convention&Visitors Bureau Future Bookings as of November 2015 Number of Definite Room Average Room Room Night Pace Year Events Nights Booked Nights per Booking Target Pace Percentage 2015 264 182,294 690 175,547 104% 2016 179 136,845 764 144,999 94% 2017 69 88,376 1,280 88,584 100% 2018 32 54,837 1,713 49,938 110% 2019 14 28,384 2,027 29,266 97% 2020 7 11,436 1,633 15,360 74% 2021 4 8,328 2,082 5,938 140% 2022 1 1,900 1,900 3,254 58% Source: Greater Palm Springs Convention&Visitors Bureau Transient Occupancy Tax Trends Below is a snapshot of the transient occupancy tax collected from each city in the Coachella Valley from 2006 through 2015, for fiscal years ending June 30th; the most recent comprehensive data available. According to the most recent data available, transient occupancy collections increased in all cities in the Coachella Valley communities in 2014/2015. According to the Greater Palm Springs CVB and the City of Palm Springs (the largest municipal generator of TOT in the Coachella Valley) Finance Department, business and tourism have continued to grow overall every month in fiscal year 2014/2015. City officials attribute the success both to improving market conditions and to the more than $200 million reinvestment in hotel stock by hotel owners, resulting in newer, and more refreshed hotel product. The following table shows that although Indio has shown the most growth during this ten-year period on a CAAG basis, Palm Springs contributes approximately 39.1 percent of the TOT for the entire valley. According to the City of Palm Springs (the largest municipal generator of TOT in the Coachella Valley) Finance Department, significant growth has been experienced in each fiscal year since 2011. City officials attribute the success to the addition of new hotel supply and a successful international and domestic marketing strategy. Coachella Valley Transient Occupancy Tax (Amounts in$000) City Rate 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 CAAG Cathedral City 12.00% $1,426 $1,575 $1,632 $1,150 $1,023 $999 $1,136 $1,114 $1,350 $1,447 0.1% Desert Hot Springs 10.00 905 969 984 934 892 1,090 1,089 1,221 1,314 1,352 4.1 Indian Wells 11.25* 5,353 5,940 5,874 4,805 4,294 4,802 5,690 6,342 6,329 6,407 1.8 Indio 10.00 1,331 1,818 2,070 1,941 1,845 1,945 2,547 2,820 3,078 3,860 11.2 La Quinta 11.00 5,437 5,448 5,327 4,481 4,265 4,738 5,447 5,981 6,286 6,615 2.0 Palm Desert 9.00 8,133 8,620 8,603 7,030 6,848 7,422 8,085 9,189 10,049 10,752 2.8 Palm Springs 12.50 14,683 14,521 13,924 12,753 13,371 15,731 17,874 19,396 22,344 24,487 5.2 Rancho Mirage 10.00 5,775 5,177 5,157 4,634 3,893 4,302 4,291 5,607 5,241 7,783 3.0 Total $43,043 $44,068 $43,571 $37,728 $36,431 $41,029 $46,159 $51,670 $58,005 $62,703 3.8% *During FY 201 1/12,the TOT rate increased from 9.25%to 11.25%. Source: Dean Runyan Associates Inc.,City Annual Financial Reports The desert has historically focused on capturing its transient base and maintaining its group market. As challenges presented themselves during a slowing economy, incentive groups and other corporate business significantly decreased with groups shortening their length of stay and traveling alone without their family. However, these trends began to Potential Future Development, Palm Desert, California Area Review Page 1 13 reverse themselves in recent years and all indications are that the worst is behind the Valley. As such, tourism leaders in the Valley are cautiously optimistic regarding future trends, as they believe travel is inherently tied to the economy and housing market. It is worth noting that the historical TOT data in the previous table presents an accurate picture of increasing room revenues throughout the Coachella Valley's primary cities. Tourism Activity With regards to tourism, the number of visitors to the Coachella Valley has risen as tourism in California, in general, increases as well. It is expected that the number of both foreign and domestic tourists will increase steadily in the coming years. The housing market will have to continue to grow in order to accommodate population growth both in Riverside County and the Coachella Valley. This should generate increased activity in the construction and finance industries, specifically. Economists are optimistic that this uptick will continue well into 2017. It is believed that government employment has stabilized, albeit at a lower level than during the boom years, as tax receipts recover. The positive from the depressed levels of economic activity over the recession years is that there has been more diversity in job creation as healthcare and professional business services in the Coachella Valley area have grown, which should make the region less susceptible to the extreme swings experienced over the last decade. According to recent estimates detailed in the Coachella Valley economic partnership's report, the Coachella Valley experienced growth in jobs and revenues in 2014, driven primarily by gains in the tourism sector, healthcare, agriculture (58.2 percent of crop production in Riverside County occurs in the Coachella Valley) as well as the continued recovery of the housing market. Housing prices have increased: as of September 2015 median home prices were up 6.6 percent from the same time in 2014, though recovery has been slowed by a lack of new home construction. Housing prices are still 30 percent below the housing peak in 2007. As the Inland Empire, as a whole, continues to outpace the rest of California in terms of job creation, growth in the Coachella Valley should continue especially in regions with land available for development. Future Development We aware of a couple of lodging projects slated for completion in the near future that will have a positive impact on the Coachella Valley market as a whole. The Hyatt Andaz Palm Springs broke ground and will be developed as a 150-room high quality, full- service boutique hotel with amenities and facilities including 13 retail shops totaling 26,604 square feet, and a 5,000-square foot leased restaurant space. Additionally, the Palomar Palm Springs will be the first new-build, full-service hotel in Palm Springs in decades. The 155-room Palomar Hotel by Kimpton will be developed as part of the Desert Fashion Plaza redevelopment and is anticipated to open third quarter 2016. The Palomar is proposed to feature a lively rooftop bar and pool, a chef-driven, destination restaurant and more than 24,000 square feet of total event and meeting space. Benefiting from an estimated $43 million in subsidies provided to the overall Plaza Potential Future Development, Palm Desert, California Area Review Page 1 14 redevelopment by Measure J, the lifestyle hotel will be constructed as part of a larger 13.2-acre development spanning mostly the area south of the Hyatt Regency on Palm Canyon Drive down to Tahquitz Canyon Way that will also include retail, restaurants, and office space. Finally, the Cahuilla Indians are in the initial stages of a potential 350 room hotel expansion in downtown Palm Springs. While no plans have been submitted, the prospect of a large scale expansion in downtown would continue the transformation of downtown Palm Springs. The availability of land and the attractiveness of the down valley region as a resort destination have made development in Palm Desert an enticing proposition. Construction on a 156 room, three story El Paseo Hotel, an Autograph Collection by Marriott Hotel, began in November of 2015. The hotel will be located along Larkspur Lane, the former home of Fashion Week El Paseo. Additionally, the Desert Willow area in Palm Desert offers the opportunity to develop a high-quality resort adjacent to a renowned golf course. Desert Willow in Palm Desert provides the option of constructing a marquee resort accommodation in the lower Coachella Valley. In addition to the Desert Willow site, the city of Palm Desert presents numerous developable sites that could be considered optimal for additional hotel supply. The overall availability of high quality sites suitable for lodging development, in the city of Palm Desert, suggests that significant future development in the area is both appropriate and expected. Potential Future Development, Palm Desert, California City of Palm Desert Page 15 CITY OF PALM DESERT The City of Palm Desert covers 26 square miles and represents one of the more exclusive communities within the Coachella Valley as well as being the geographical center of the Coachella Valley. Palm Desert is the retail center of the valley, featuring nearly one thousand retail establishments in more than 14 shopping districts including the area's only regional mall, the Westfield Palm Desert and El Paseo, an upscale boulevard of high-end clothing shops, frequently referred to as the "Rodeo Drive" of the desert. Significant leisure demand is generated from these retail facilities, as well as from the numerous recreational amenities in the area, such as golf, tennis, and spa facilities. Palm Desert has grown to over 50,000 permanent residents, with an estimated 32,000 seasonal residents that spend their winters in the city, colloquially referred to as "snowbirds". By comparison, the full-time population for the entire Coachella Valley is over 450,000 residents. As more and more families move into the area, the year-round economy is booming. In 2014, the population in Palm Desert grew at almost twice its ten year average. Population Increase 2014 2014 PERCENT 10 YEAR CITY POPULATION INCREASE CHANGE AVERAGE Cathedral City 52,903 332 0.63% 0.61% Coachella 43,917 316 0.72% 3.97% Desert Hot Springs 28,134 148 0.53% 3.32% Indian Wells 5,194 61 1.19% 1.05% Indio 84,201 1,826 2.22% 3.10% La Quinta 39,694 671 1.72% 2.00% Palm Desert 51,053 629 1.25% 0.74% Palm Springs 46,611 476 1.03% 0.59% Rancho Mirage 17,889 150 0.85% 0.90% Source:Coachella Valley Economic Partnership The median age is 48.2 years, which is a significant change from just a decade ago when the city was considered primarily a retirement area. Roughly 32 percent of the population is over 65, which is a much lower portion than neighboring Indian Wells and Rancho Mirage. The median household income is just over $50,000/year, while the average household income is just above $81,000. Potential Future Development, Palm Desert, California City of Palm Desert Page 16 Household Incomes MEDIAN HOUSEHOLD MEAN HOUSEHOLD CITY HOUSEHOLDS INCOME(2013 DOLLARS) INCOME(2013 DOLLARS) Desert Hot Springs 9,043 $32,473 $42,361 Coachella 9,238 $40,965 $49,085 Cathedral City 16,639 $44,406 $59,285 Palm Springs 22,650 $45,198 $68,904 Indio 24,371 $50,068 $64,824 Palm Desert 23,904 $51,188 $81,445 La Quinta 14,942 $67,723 $96,431 Rancho Mirage 8,583 $77,526 $123,757 Indian Wells 2,722 $83,884 $162,165 Source:Coachella Valley Economic Partnership The down valley cities of Palm Desert, La Quinta, Rancho Mirage, and Indian Wells represent the regions with the highest average household incomes. Additionally, as of November 2015, unemployment in Palm Desert stood at 4.4 percent compared to statewide unemployment of 5.7 percent, and 6.2 percent for Riverside County. A balanced community where economic, environmental, social, and cultural develop- ment thrive, Palm Desert is a sought-after destination as a place to visit and reside. The first city in Riverside County to create a public art program, Palm Desert is home to numerous cultural attractions including: the McCallum Theatre for the Performing Arts, a 1,127-seat theater which hosts some of the biggest names and well-known productions in show business; The Living Desert wildlife and botanical park, a 1,200-acre facility containing a wide array of plants and animals from desert regions around the world; and Palm Desert Art in Public Places, a museum without walls, featuring more than 100 works of art on permanent display throughout the city. Additionally, Palm Desert is home to a few well-known art galleries. Palm Desert's Chamber of Commerce has more than 1,085 members who work to promote, support, and enhance business prosperity, civic vitality, and the quality of life within the community. Noted for its extensive array of retail options, including the world famous upscale shopping destination of El Paseo, the city is home to a variety of malls and retail centers including Westfield Palm Desert, Desert Crossing, and The Gardens on El Paseo. The Gardens on El Paseo continues to attract popular retail tenants, including car manufacturer Tesla Motors who opened a showroom at the mall in November. With over 300, upscale, designer boutiques as well as art galleries and dining options, El Paseo represents an important attraction for visitors to the Coachella Valley. The internationally acclaimed Desert Willow Golf Resort, one of the nation's premier municipal courses, boasts 36 holes of championship golf and stunning scenery in proximity to hotel accommodations and fine dining. Potential Future Development, Palm Desert, California City of Palm Desert Page 1 17 In addition to being the home of the Coachella Valley's only community college, College of the Desert, Palm Desert is the location of two satellite campuses for California State University, San Bernardino and the UCR, Palm Desert Graduate Center. Both of these institutions of higher learning offer multiple options for degree programs and continuing education. A balanced foundation of tourism, culture, and education has strengthened the city's labor force making it as strong as the economy. Employment Statistics for Palm Desert Year Labor Force Employment Unemployment Unemployment Rate 2010 21,500 19,300 2,200 10.1% 2011 21,600 19,500 2,100 9.5 2012 21,900 20,100 1,800 8.4 2013 22,300 20,700 1,600 7.1 2014 22,600 21,300 1,300 5.9 Nov-14 22,900 21,700 1,300 5.5 Nov-15 23,300 22,200 1,000 4.4 Source: California Employment Development Department According to the City's latest Comprehensive Annual Financial Report, the top 10 private employers in the city as of 2013 are: City Palm Desert,CA Largest Private Sector Employers No. Employer #of Employees 1 JW Marriott Desert Springs Golf Resort 2,304 2 Universal Protection Services 1,500 3 Securitas 700 4 Avida Caregivers-P Desert 550 5 Sunshine Landscape 500 6 Bighorn Golf Club 250 7 Costco 250 8 Westin Desert Willow 248 9 Time Warner Cable 236 10 Marriott Shadow Ridge 208 FUTURE TRENDS Palm Desert stands out as a balanced city characterized by development across many different sectors; the attractiveness of Palm Desert as a place to visit and reside is only reinforced by planned projects and future trends in the region. Construction began in August on a 152 acre development just south of the 10 freeway, adjacent to the California State University San Bernardino (Palm Desert campus) that will include 166 single family homes, as well as apartments, retail, and other commercial uses. Entitled the new Millennium Palm Desert community, the development's positioning along the I- 10 corridor enables the project to attract significant residential traffic to the area. With visibility from the freeway and its proximity to the campus, the Millennium development represents an important project for the region. Potential Future Development, Palm Desert, California City of Palm Desert Page 118 Additionally, the Cal State campus recently received a 113 �sEa, acre transfer of land from the city of Palm Desert for future M.ta 0-0 expansion. With a little over 1000 p ,_. ▪p..460..1.40 thousand students currently 111W1* ,. .9 . enrolled, that number is expected ``° to grow to over 3,000 full time • ,▪ E . students in approximately ten . I years. As the only four year public university in the Coachella Valley, this expansion is expected to go a longwaytowards combatting the g �. "brain drain" that affects the region and helping to grow ' 777 industry, by encouraging students to study and subsequently work in the Coachella Valley. Another of Palm Desert's demand generators, The Living Desert Zoo Gardens, has expansion plans that include five new attractions as well as an overhaul of the entrance and a refurbishment of facilities. The new El Paseo Hotel is slated to open in January 2017 with amended plans for a three story, 152 room boutique hotel approved in June of 2015 located on Larkspur Lane. The $36 million hotel will fall under the Marriott Autograph Collection and will be well-positioned to take advantage of area demand generators including the high-priced El Paseo shopping district and add to amenities in the region. As a popular weekend and holiday destination, the expansion of area demand generators helps to maintain and drive the leisure travel base upon which tourism in the Coachella Valley and the city of Palm Desert is built. AREA REVIEW SUMMARY Future prospects for the Coachella Valley and the City of Palm Desert specifically are bright as a strong leisure base coupled with significant commercial development as well as expansion of educational facilities are indicators of steady growth. Given the attractiveness of the Coachella Valley to leisure travelers and the Valley's proximity to the Los Angeles Basin, and its population of 20 million residents, it is well positioned to increase its desirability as a preferred destination for leisure travelers. Add to this the fact that development in the region will help to drive much-needed commercial demand, and you have a city poised to continue steady growth in the lodging market and to absorb new hotel supply. While seasonality remains an issue in the Coachella Valley as a whole, the number of demand generators in Palm Desert bodes well for attracting offseason business. Additionally, increased visitation from Canadian tourists and an increase in visitors from Potential Future Development, Palm Desert, California City of Palm Desert Page 19 the greater New York area due to new direct air service have only furthered these positive trends in recent years. Further, the Coachella Valley still appeals to its essential base of business, the baby boomers, given their desire to retire in a place with good weather, a high quality of life, and many recreational opportunities. Overall, the Coachella Valley market and the city of Palm Desert have exhibited positive trends in the post-recession era. The region continues to attract international and national visitors during the peak season and has begun to attract weekend visitors from Los Angeles in the offseason. These positive trends are becoming more and more evident as the Coachella Valley begins to undergo a renaissance to once again be the premier leisure destination for Southern Californians. Continued efforts by Coachella Valley communities and private companies such as Goldenvoice and BNP Paribas continue to attract both domestic and foreign visitors that have heightened the position and awareness of the entire Coachella Valley. Potential Future Development, Palm Desert, California Potential for Future Hotel Development Page 20 POTENTIAL FOR FUTURE HOTEL DEVELOPMENT OVERVIEW Historically, the Palm Desert lodging market has performed in the upper 50s and mid 60s in terms of occupancy percentage, primarily due to its penetration in the leisure market, as well as the frequency of well-publicized tourist events and a burgeoning corporate market. With regards to the corporate market, the Coachella Valley is comprised of roughly 35,250 businesses with 21 percent of those businesses calling the city of Palm Desert home. The City of Palm Desert is comprised of a few full service resorts as well as limited service and extended stay properties, but there is an underrepresentation with regards to luxury and boutique properties. There continues to be a growing market in the Coachella Valley for properties on the higher end of the lodging market. Furthermore, as the Coachella Valley market continues to rebound from the economic crisis, prospects for increased group business as well as a resurgent transient base make the development of additional lodging in the city of Palm Desert a unique opportunity. With Palm Desert's proximity to area attractions and local events such as Fashion Week and the BNP Paribas Open, the opportunity exists to attract demand to Palm Desert as opposed to neighboring Indian Wells and Rancho Mirage. The proposed development sites offer unique opportunities to bring different lodging product to the Coachella Valley Market. We are of the opinion that based on the appropriate site selection and mix of new hotel product with regards to positioning, facilities and amenities, and location relative to primary demand generators, an opportunity exists to develop a collection of hotels within the City of Palm Desert to not only capitalize on future new visitor demand that is anticipated to arise, but also to capture regional guests not currently utilizing hotel accommodations within the City. ANALYSIS OF THE OPPORTUNITY SITES The City of Palm Desert has identified four strategic areas, featuring fifteen individual sites for potential development, as presented in the map on the following page. Each of the four key areas is identified by a number depicting the general location of the area, followed by a more detailed analysis of each of the more than a dozen sites following thereafter. We toured each site and have presented a summary review of each as they relate to access, visibility, relationship to demand generators, and overall opportunity for hotel development. Potential Future Development, Palm Desert, California Potential for Future Hotel Development Page 1 21 t1 , LONG RANGE PROPERTY ,,� MANAGEMENT PLAN} M 1 AL ' .. 1 I,.IM • _x.. gg '1,2 AC i?, .. , ter^ 81, xta,,y .k" °„ z ;�q �asx S. x -• Eat. 1 Sj. { } £ ' . •'L ,i ', , �; °te ''� 0 * , , c.,..fr,%"\-:,,,,,- ...... I', f At :":".,..11! , , cli- I,' ',';;.',0,f,";,„,„' xi.f,„1„-'41.,,,,„;, ': "ft.i., 4.7:- .:ni : r a j _" i� 4 ; _ ft. q i,, �, �` 71. .. }Sw . +J «..,.t CR 7r,,OCSCR .t OY. r 1 lD p"9ir� ;i:J ,: B Y. Ry t pi VJ .J GASE 3 ' J ,, ' AJNAV', q t * �*^ p{,5`4, t5"b #r tl -= ,� "`? •J.w' � -' ' k Via. _I i. J" ` � ' }t+�Y .rrm to � 4, .���"�` �,�4 a*.�C *. a' , n ' 1w,an Sz*+ d ,. " "I"* t � �r "'p -� s s } .! } e - r` �`)'7i .fie«i : . .:Ar•�.' . r S 1 r . �:14 , p fl �" , ,, w -• ' - ' �iIll " ',» # i fF'� .. f�� ea - Vi,anz . y•:,,, : 1 ,. .i i' , �' 9 Tyyh" � y .. f9,,jj — i, .. }. . $¢ � A 'vq ....Eye',� s„ 4 i�3"+ .A `" .- .1.,'., r �Yyy..���FVV *P ;...' ,,,` •,"4,;.7. " 'mg m .= V � AkMSPURSIfE I „. k r' 1* r ` 4 � ,- ,•,, - 3F `+y zy '.ig 'd+ �s� 3,' TIC f( lyittloitt,,,,„ d K. 40� .*c.t"Si t �, • } y�c f ��tAIR "� .,'., ';', '''• ,'-f,%.' I r..-':.:Isfte'1,1, ' , SELL-Priorities ` -2 -3 Potential Future Development, Palm Desert, California Potential for Future Hotel Development Page 122 SITE REVIEWS For all of the sites, access is provided via the Interstate 10 Freeway as well as Highway 111 . The 1-10 Freeway provides access for travelers headed east from Los Angeles and then westward into Arizona and New Mexico. The 1-10 is the fourth largest interstate in the United States and runs through to the east coast. Highway 111 is the primary thoroughfare connecting the cities of the Coachella Valley. With their proximity to a local highway serving travelers in the Coachella Valley as well as a major interstate allowing access to travelers throughout the state and the west coast, the following sites are well positioned relative to transportation assets. Desert Willow The Desert Willow golf course is accessible via the 1-10 freeway with the Cook Street and Monterey Avenue exits providing access from the eastern and western portions of the site. Additionally, a planned Portola Road exit on the 1-10 would provide more convenient access to the western portion of the site. From the freeway exit, Desert Willow drive serves the interior of the site. The site offers unique views of the Santa Rosa and San Jacinto Mountains. The entire Desert Willow site is comprised of four potential hotel development sites with an additional commercial site and the balance is bounded on the north by Frank Sinatra Drive, on the south by Country Club Drive, to the east by Cook Street, and to the west by Portola Avenue. sw1 gg 1f., S tom. 4 4 '" y, S ` '.'5 ya +��M ^�•:4...,�y • , e �' i r 4.: h . k .N.f"R'3 .may ' i1 1%B %, t , a� , • �. j •0ta4' / • Z. ''"a +*1L `i DESE R7 WILLOW . '' p,f a._y. ',t.1, • 9,,, !7,_ GULE RESORT E M y ,r )4..1. t„ ,,,.a i+- DEVELOPMENT ` . , 4r V *.4 1r.: w:P11 oPPQRTVNn IES Syr —44er..1') ; t �... s^t . 7�NI,rrH_l.WAa• W. yeso ''d,0. t,$L,rA4 fi e, '?i,�Mf.7!!fi"IQa VY1I , 1 j .—t � l�:t� *..• '"'"",119 r,1 i Ilill G # - �, �rk'} ',""�,�. I „wit �'�w ti i a 2C.i 6 �' .ti y.. AA`► `h+* 41 t `'.1't Is etc l`L...i4154% Site A is located at the northeastern portion of the site. The site is currently improved by landscaping with palm trees and shrubs. Primary automobile access is provided by Desert Willow Drive, which runs through the interior of the Desert Willow Golf Course. Potential Future Development, Palm Desert, California Potential for Future Hotel Development Page l 23 The site is bounded by palm trees and plants, thereby shielding it from the nearby golf courses. The site is 16.86 acres in size and is zoned for Planned Residential 5 which has a land use of Resort/Hotel Commercial under the general plan. The site is located 12 miles southeast of the Palm Springs International Airport, and six miles northwest of the Indian Well Tennis Garden (home of the BNP Paribas Open). Site B is located towards the southwestern portion of the site. The site is currently improved by landscaping including palm trees as well as a fenced parking lot covering 3 acres on the northeastern portion of the site. The site is 16.80 acres in size and primary automobile access is provided by Desert Willow Drive. The site is zoned for Planned Residential 5, which has a land use of Resort/Hotel Commercial under the general plan. The site sits adjacent to the Westin Desert Willow Villas, which forms its eastern border. Site C is located towards the southeastern portion of the total site and is 18.77 acres in size. The site is currently improved by landscaping including trees and shrubs. Desert Willow Drive would provide access to the site and the site is zoned for Planned Residential 5, which has a land use of Resort/Hotel Commercial under the city general plan. The site is bounded to the southeast by site D. Site D makes up the .y. ' It southeastern portion of i 1-j4 .. „ i the Desert Willow site and ; 'tIr A E0.RCEL is adjacent to a Ralphs as »r .,Br. � - well as a Morton s - "'�" ` lit 2;;; """'s 3 ''` Steakhouse. The site is -'^ ,: .-. DEL-ii ; 1 `''� . r currently improved by ; -- T (i landscaping as well as an I �` r v , 'i, ETs �� 0.85 acres staging ,.. t. -, r , 4, parking lot. The site ist � ....Sk ` 15.38 acres in size and is "' ` ` -, $ bounded on the south by '^tt' Y. Cr.. fa � .� vfw Cdlil'pR ar.a f.y _msl.NTvi(IY Market Place Drive, which provides access to the - ° '. . < Ralphs. Desert Willow SITE ANALYSIS :PE,1..RANt.DISTANT Drive provides direct access to the site, which is zoned for Planned Residential 5, which has a land use of Resort/Hotel Commercial. Site E is comprised of 11.50 acres adjacent to the Ralphs and Morton's complexes. The site is bounded by Desert Willow Drive to the west and Country Club Drive to the South. The site is currently improved by landscaping. The site is currently zoned as Planned Commercial with a land use of community commercial under the General Plan. Potential Future Development, Palm Desert, California Potential for Future Hotel Development Page 24 Interstate 10 Corridor Alongside the Interstate 10 Freeway, the city of Palm Desert has identified four potential development sites that offer direct access to the freeway and thereby Palm Springs and the heart of Palm Desert. The development sites are accessible via the Monterrey Avenue exit and a planned Portola Avenue exit. The development of this additional Portola Avenue exit will be an important asset for the sites in this region of Palm Desert. From Portola Avenue, Gerald Ford Drive and Dina Shore Drive serve the interior of the development area. Additionally, the development area sits just north of the California State University San Bernardino campus, which is set to expand over 180 acres in the near future. Sites A is located west of Monterey Avenue and north of Dinah Shore drive and sits directly adjacent to the 1-10 freeway. The subject site is 14.0 acres in size and would have freeway frontage and enjoy significant visibility from the freeway. The site is currently improved by landscaping, and is across the street from a small retail complex as well as a Costco wholesaler and the Monterey Shore Shopping Center. The land use is Regional Commercial under the general plan for the city and the zoning is Planned Commercial. Site B is located adjacent to the 1-10 Freeway, slightly southeast of site A. The site is 21.6 acres in size and is currently improved by landscaping and would offer unimpeded visibility from the Freeway. The planned Portola Avenue exit off the 1-10 Freeway would be a significant boost with regards to accessibility for the subject site. Portola Avenue provides direct access into the heart of Palm Desert and the exit would provide direct access to the subject site. There is no significant development in the immediate area surrounding the site aside from residential uses. The site is zoned Planned Residential 22. Site C is located Southeast of site B, and is once again adjacent to the 1-10 freeway, but positioned close to the Cook Street exit. The subject site is 3.5 acres and is .J;a, w 4 ' directly west of the Palm Desert DMV and i bounded on the east by Technology Drive, M4 which provides interior access to the site. 41.. On the other side of Technology Drive is the Hampton Inn and Suites Palm Desert. � `,i • Further east is the Kaiser Permanente ' Pharmacy. The Cook Street exit provides _ � .. :_. . • . direct access to the subject site. The site is �'�/� io corridor Stud,a ra p zoned for Planned Residential 22 and ' '• 0eC00.. F) Planned Commercial. Potential Future Development, Palm Desert, California Potential for Future Hotel Development Page 125 Site D is 10.0 acres in size and is located southwest of site C in between Cook Street and Portola Avenue proximate to the Cal State San Bernardino Palm Desert campus. Bounded on the east by College Drive and Frank Sinatra Drive on the south, the site is accessible via the cook street exit off the 1-10 freeway as well as Frank Sinatra Drive from Highway 1 1 1 . To the East of the site is University housing followed by Cook Street and then the University Campus. A planned 180-acre expansion of the Cal State University would significantly impact the immediate vicinity and transform the surrounding uses. North of the site is University Park Drive followed by the Homewood Suites by Hilton Palm Desert. The site is zoned for Planned Residential 5. Although not explicitly considered in the course of this engagement, we are also aware that a plan of design and conditional use permit has been approved for an 88 room hotel and restaurant pad located along Gerald Ford Drive, east of Cook Street. Plans call for a four story hotel building with a detached restaurant pad, but it is our understanding that this site has been entitled for nine years, at this point, and is unlikely to come to fruition Highway 111 Alongside Highway 111, the city of Palm Desert has identified four potential lodging development sites. All sites are directly accessible via Highway 1 1 1 , which is the major thoroughfare that connects the cities of the Coachella Valley. Additionally, the development area includes major area developments/amenities such as the Westfield Palm Desert and the College of the Desert, the Coachella Valley's only community college. Site A is 2.0 acres in size and fronts Highway 111 and is bounded on the West by Painters Path. Further west are mountains and hiking trails offering sweeping views for any potential development. The site is currently improved by vacant commercial development, the site of a former sports bar. Adjacent to the site is mostly vacant retail space. The site is bounded to the • , north by Highway 111 and to the ,� '� � ' south by a parking lot. Surrounding - - uses include office and retail space. The site is zoned Planned • ' Commercial 4. T b. Site B is adjacent to Highway 111 �. ,�;� and bounded on the southwest by ` _ Painters Path, the southeast by El Paseo West, and the northwest by `I UM4.0,- wF�um 4540 370-010 Edgehill Drive. The site is 2.5 Acres in size and access is provided via El Paseo West, off of Highway 111 . The site is currently improved by desert landscaping including cacti and palm trees and is directly in front of the existing Chamber of Potential Future Development, Palm Desert, California Potential for Future Hotel Development Page 1 26 Commerce building. Further north is Town Center Drive followed by commercial uses including Whole Foods. To the east of the site is a parking lot followed by the Palm Springs Art Museum. To the West of the site are commercial uses including an Italian restaurant. The site is zoned Planned Commercial 3. Site C is located on the eastern side of Highway 111 directly west of Fairhaven Drive and is 2.0 acres in size. The site is bounded to the south by Hahn Road followed by the Westfield Palm Desert, an important area amenity. The site 4 f";r ,.., ,i�'� :'"""'' "s� envoys access via Town Center Way • '4 , ••i� „ ;. ir: j ' off of Highway 1 1 1 . The site enjoys w »V7 - . ., .. 1,-14 good visibility from Highway 111, *fit. ►" 4,. ;. 1� - i '"TM ` ` °; a a" "" a,ter. `°. . ra ` t:A and is currentlyimproved bya 4 ; it „; x ;,,,,,,..,1;g, 'r 0 't' "# ` ' 0 pZ,f .7 r to 7tt4< Rl^�,,, 7.t surface parking lot. The site is �- '� + k �� bounded to the west by Red Carpet r `\ �,af 'm ,,"- ,; ui ;4 wy, Car Wash and Mountain View Tire „4r " � '",, , - '► z=TTT- and to the North by Sears Auto 10 1, .;,=fir .. _ ' - , -, «. center. The site is zoned as ! r ®. X 4 'R p , :A w; E,oteN11110.41 - Commercial Planned Commercial. � i #� Aft p ..�. ' �-.., .... HWY 111 Study Area Site D is 1 .5 acres in size and is 9HWY 1w§EI P+SEO WESE o 4'f .. rr' c Mvvu, ®,avrvcEIVE0 0 ,,����.,o.eta located at the intersection of ' - Highway 111 and San Pablo Avenue. The site is roughly 1 mile east of the El Paseo Shopping District and one mile south of the College of the Desert community college and 0.5 miles south of city hall. The site is currently improved by a Clubhouse Liquor and deli as well as a surface parking lot. The subject site is surrounded by commercial uses including small, family owned businesses and restaurants. Future development in the area coupled with proximity to City Hall and the College of the Desert suggest that San Pablo Avenue may be poised to take on a bohemian, indigenous character capitalizing on its role as a gateway to nearby amenities. The site is zoned as Commercial 1 and would enjoy good visibility from Highway 1 1 1 . El Paseo District The city of Palm Desert has identified two potential lodging development sites in the El Paseo District. El Paseo District represents a mile-long stretch along El Paseo that is comprised of high-end boutique shopping and dining establishments, including the Gardens on El Paseo, that attract affluent Coachella Valley residents as well as out of town visitors. Well-known as the premier shopping destination in the Coachella Valley, El Paseo also plays host to unique area events including Fashion Week El Paseo and the Palm Desert Food and Wine Festival. Defined by art, food, and fashion the El Paseo development area represents an opportunity for boutique, luxury development. The development sites are accessible via Highway 111 and El Paseo. Potential Future Development, Palm Desert, California Potential for Future Hotel Development Page 1 27 Site A is located at the intersection of San Luis Rey Avenue and El Paseo and is 1 .2 acres in size. The site is bounded to the north by El Paseo and to the west by San Luis Rey Avenue. To the east of the site are high end retail and commercial uses. The vicinity is characterized by high end retail and restaurants with the Gardens on El Paseo less than two blocks west. The site has frontage on El Paseo, and is accessible via Highway 111 by exiting on San Luis Rey or El Paseo. A planned Portola Avenue off-ramp on the 1-10 freeway will allow direct freeway access via Portola Avenue from the site. South of the site is a surface parking lot, followed by residential uses and ' '' k , -IA,;t i �,` -. � '°'MI ,,,,,then the Shadow Mountain °`,f "'" '" 'a` c� -11'" ° r1- "-- • Resort and Golf Course. _ u- = �- '; Roughly one mile east along •c1► ° li►, the 111 are the Holiday Innumpopwr W Express, Embassy Suites, and ,.tea 4" � 3 1, , Best Western Palm Desert. Niii ,r �� -•� �, Y Visibility along El Paseo is an III" 3 = ;yr� *i ,l i :i dat iVIMl asset for the subject site. The ., d •. . ,""�°--, a .r<< tz site is currently vacant and is . aJx4 41 t eti<.xe t zoned Commercial 1 . � ,,a`Y 1, , ,t-t^ .t p;#rw « ,�`eril %I Site B is adjacent to Portola w'``;, - El Paseo Study Area East Avenue and El Paseo and is 1.3 'gy.: 5 El VASEO 6 PORTOSAN IS REV $ ir BEL PASEOQ PJRTO�A zK• .+ 41 acres in size. The site is ' -•" bounded to the South by Larrea Street, to the west by Portola Avenue, and to the north by El Paseo. To the east of the site is office space. Surrounding uses are comprised mainly of commercial uses, primarily office space and banks. Access to the site is provided via Portola Avenue, and the El Paseo exit off of Highway 1 1 1 . Less than one mile west of the Holiday Inn Express, Best Western, and Embassy Suites, the site provides access to nearby El Paseo shopping just west of the immediate area and the Living Desert Zoo and Gardens, roughly 1.5 miles south. The site enjoys good visibility from Highway 111, as there is limited large development nearby, and is currently zoned Public Facility. RECOMMENDATIONS It is our understanding that Quiksilver has an exclusive negotiating agreement with the city of Palm Desert to develop a 600 room resort hotel on Desert Willow Sites C and D. Finally, development plans for Desert Willow Site E involve a proposed retail complex. Additionally, Quiksilver also has an option on Desert Willow Sites A and B to potentially develop a residential village of 142 rental villas as well as an outdoor activity camp for kids that can accommodate 500 campers, although definite plans and a timeline are uncertain at this time. In total, the Quiksilver planned development may potentially include as much as 175,000 square feet of retail and food and beverage space as well as a 2,500 seat outdoor amphitheater and wave pool. The intention is to create a cohesive master-planned development that encourages exploration of unique spaces and Potential Future Development, Palm Desert, California Potential for Future Hotel Development Page 1 28 experiences. In addition, the development should attempt to take advantage of its proximity to golf courses and great views. Potential expansion and redevelopment of areas along the 1-10 corridor coupled with the addition of a Portola Avenue exit make this development area an attractive location for hotel development. Plans for a 180 acre expansion of Cal State San Bernardino are in place. We are of the belief that a 120-room select-service/limited service hotel with freeway frontage would be appropriate for the 1-10 @ Monterey Site A in order to take advantage of University and commercial demand. The 1-10 @ Monterrey represents the most development-ready site and is therefore the site we identify as the most suitable for lodging in the near future. The I-10@ Portola Site B would benefit from a planned Portola Avenue off-ramp and represents an opportunity to develop a select-service, corporate hotel. Development on this site depends very necessarily on the construction of this planned off-ramp as well as surrounding area development that would likely follow. While it is safe to assume that construction of the Portola Avenue off-ramp would lead to increased development in the immediate vicinity, the expected timeline suggests that this site will become more suitable for lodging development over the next five years. Additionally, it is our recommendation that the development on University Village Site D should be designed to cater to University demand. The viability of the University Village Site depends on the planned expansion of the Cal State campus. While a master plan is expected to be finalized later this year, initiation and subsequent completion of this expansion is further down the line. The campus expansion, with enrollment numbers expected to jump to 10,000 students as a result, will make the site more suitable than in its current state. Finally, it is our understanding that a 108-room select-service is planned for the 1-10@Cook Site C and should be open by the beginning of 2017. It is our belief that this planned hotel will ultimately satisfy area demand, thereby rendering additional lodging development on Site C redundant. The El Paseo District development area presents an opportunity to bring a high-quality, upscale, luxury hotel to the Palm Desert market. The El Paseo @ San Luis Rey Site A (former Union Bank) offers proximity to El Paseo shopping including the Gardens on El Paseo, and is ideal for construction of an upscale hotel in the heart of the high-end shopping district. At roughly 1 .2 acres, development on the subject site is constrained by size, which may only allow for 85-90 rooms, depending on other proposed facilities. The location and immediate area make the subject site developable in the near future. The El Paseo @Portola Site B represents a secondary, less centrally-located option for hotel development. The location is slightly further removed from the heart of El Paseo shopping, but the overall neighborhood remains a significant advantage. Boasting proximity to area amenities, but constrained by the size of the site, the subject is site is suitable for development and offers an opportunity to bring a high-quality property to the market. Finally, the Highway 1 1 1 development area offers compelling sites and proximity to area amenities with potential for fairly differentiated hotel development. Highway 1 1 1 @Fred Waring Site A may currently be undersized with regards to hotel development, but Potential Future Development, Palm Desert, California Potential for Future Hotel Development Page 1 29 consolidation with vacant retail space could allow for construction of a lifestyle hotel with excellent mountain views. The relative size of the subject site makes immediate development unlikely, but acquisition of additional land could bode well for lodging development focused on health, outdoor activities, and defined by the desert landscape. At Highway 111 and El Paseo West, site B offers a very indigenous, desert-specific building and surrounding, which bodes well for the development of a boutique hotel comprised of small casitas or villas. Offering many desert-specific amenities, Site B offers unique structures, already in place, conducive to hotel development. The existing building space could be used to accommodate additional facilities for the hotel. Additionally, the site is positioned proximate to the Palm Springs Art Museum, provides access to El Paseo, and could likely support a high-quality hotel. The Highway 111 @Town Center site C is proximate to the Westfield Palm Desert and could support a branded hotel. Proximity to the mall will help to drive demand, though the re-opening of the damaged Fairfield Inn as a new Springhill Suites will go a ways in capturing neighborhood demand. In the mid to long-term, the Highway 111 @ San Pablo site D represents an opportunity to develop a unique property influenced by the bohemian, offbeat nature of San Pablo Avenue and the College of the Desert. Lodging development in the area would rely on increased development and subsequent transformation of the surrounding area. Boasting proximity to College of the Desert, the neighborhood has the ability to develop and transform, thereby making the subject site significantly more attractive for lodging in the future. CONCLUSIONS Based on our review of the fifteen sites available for hotel use, we are of the opinion that all of the sites are conducive to potential development based on proximity to area amenities and demand drivers. In recommending hotel development and the benefits of a site, we took into consideration major area demand generators, the quality and quantity of the current hotel supply, and local market dynamics. Of the nine sites without current development plans, there are a few that we find most suitable for lodging development including 1-10 @ Monterey, Highway 111 @EI Paseo West and the El Paseo @San Luis Rey site A. The City of Palm Desert has rebounded from the financial crisis of years past and is poised to see continued growth in leisure and commercial demand. As plans for expansion and development take center stage in Palm Desert, the need for increased lodging supply becomes more pivotal. It is our belief that these development sites in the City of Palm Desert represent opportunities to build hotel product. Higher-end lodging in Palm Desert is underrepresented in the market, where significant opportunity exists. We recommend the development of high-quality hotels on many of the proposed sites, and while it would be improbable to expect more than a portion of the proposed sites to be improved with hotels, the market would benefit from additions to the current supply. As an established leisure destination, Palm Desert would benefit from innovative increases in hotel product that would serve the needs of visitors to the area, in addition to being fruitful developments in their own right. Potential Future Development, Palm Desert, California Potential for Future Hotel Development Page 130 On the following pages we have presented a map detailing the potential development sites within the City of Palm Desert, as well as a matrix identifying the individual key attributes of the various sites. Potential Future Development, Palm Desert, California Potential for Future Hotel Development Page 1 31 Heiden Falms Coachella Valley Preserve HO @ Monterey Site A itPushawdls la �..� E0011 14.00 Aces Palms • • Dyk)Shore Dr _..._. I-10@Padak SteB 21.60 Ave: Agea Caliente o Indian Reservation a ® Ho ip Cook Site X 3.50 Acres il •' �,E. Macoener slat ; Felons x« c_-.e-5 gj' 1 `.`-..Dniaersty Village Site D x o I11 i 10.00 Acres c rli P Desert Wilows Site A X OA 1 �:'— -+}�—.16.86 Acres .._.—_ Indio Ili i 11 C A L I r Q R I A Desert Willows Ste D x iii ' • 15.38 Acres . l \. Ni Desert Willows Site 8 X I • E I `- 124 O'--....._.._... _.._ 16.80 Acres 1 _. Desert -• s Site C X . 10,77 Ayes X a -_ j Desert Acres SteE 11.50 Acres 9 w L a114'1-IILL----r: ,.. no:' _. Ahped* Pain Cased Bermuda , I HighwaySou* genes 1111 Aesl l a Red War X 2 a --. ... \�.., y III Town Cr,...Cen...X ��✓..., \\�1 2.00 Acres Pala Springs ?', • [�C El Paseo @ Parole Ste B x k, —.._. 1.al Acres _.. _ La QuintsNdran YYelb \ /L' C% Highway 111 @ El Paseo... X - ' 2.50 Acres - La 4uMa Highway II 1 @San Pablo...X El PaMO @ San Luis Rey 5...X Park 1.50 Acres 1.20 Auras tit, PKF Cityof Palm Desert Development Sites A ME COMPANY Potential Future Development, Palm Desert, California Potential for Future Hotel Development Page 132 IDesert Willow Size Site (Acres) Location Nearby Amenities Unique Characteristics Potential Development Type Desert Willow Golf Course, Palm Springs Aerial Tramway, Views of San Jacinto and Santa Rosa Mountains South of Fronk Desert Willow Site A 16.86 Individual Driveway Access,Adjacent to Desert Willow Golf Resort Sinatra Drive Proposed Residential Club Desert Willow Site B 16.8 East of Portola Proposed Action Sports Camp/Outdoor Lifestyle Avenue Individual Driveway Access,Adjacent to Westin Desert Villas Amenity Desert Willow Site C 18.77 Adjacent to Site D Surrounded by golf course Resort Hotel Desert Willow Site D 15.38 West of Cook St. Frontage on Market Place Drive,Across the street from retail uses Resort Hotel Intersection of Cook Desert Willow Site E 11.5 St.and Country Club Dr. Adjacent to retail center,Frontage on Country Club Drive Proposed Retail Uses 1-10 Corridor Site Site Location Nearby Amenities Unique Characteristics Potential Hotel Type Cal State San Bernardino Desert Campus with planned expansion,1-10 Freeway with access to Los Angeles and rest of the state West of Monterey I-10@ Monterey Site A 14.00 Ave,north of Dinah Shore Drive 1-10 Freeway Frontage,proximity to retail uses Branded,Limited/Select Service Hotel I-10@ Portola Site B 21.60 Northeast of Dinah Shore Drive Adjacent to 1-10,Proximity to Planned Portola Avenue Off-ramp Select-Service,Corporate Hotel 1-10 @ Cook Site C 3.50 Adjacent to Cook St. Proximity to Cal State Campus,across from Hampton Inn,directly west Exit of DMV Corporate,Branded Select Service University Village 5.t D 10.00 North of Frank Sits in the middle of proposed University expansion,adjacent to Sinatra Drive campus housing,close to Homewood Suites Select Service/Extended Stay catered to University I Highway 111 Site Site Location Nearby Amenities Unique Characteristics Potential Hotel Type Highway 111 connecting the major cities of Coachella Valley Westfield Palm Desert College of the Desert Community College Highway 11 1 @Fred Adjacent to Highway Frontage along Highway 111,sweeping views of mountains and Waring Site A 2.00 111 bounded by hiking trails Painter's Path Small lifestyle hotel with good views Highway 111@EI Paseo On El Paseo West, West Site B 2.50 adjacent to Highway Unique,desert style architecture,secluded site,proximity to Palm 111 Springs Art Museum Boutique, casita style hotel Highway 111@Town 2.00 West of Fairhaven Center Site C Drive Proximity to Westfield Palm Desert,Access via Town Center Way Highway 7 11 @$an Intersection of Select Service Hotel catered to College of the Desert Pablo Site D 1.50 Highway 111 and Proximity to El Paseo Shopping District,College of the Desert,and City demand, Son Pablo Ave Hall along developing San Pablo Avenue bohemian,indigenous in style El Paseo District Site Site Location Nearby Amenities Unique Characteristics Potential Hotel Type 300 designer boutiques comprising EL Paseo shopping district,fine dining options,Fashion Week El Paseo,Living Desert Zoo and Gardens,over 20 fine art galleries,El Paseo Art Wolk Intersection of San El Paseo @ San Luis Rey 1 20 Luis Rey Ave and El Proximate to high end retail and fine dining,Gardens on El Poseo just Upscale,Luxury Hotel (Union Bank)Site A Paseo west,nearby to the Shadow Mountain Resort and Golf Course El Paseo @ Portola(Post 1.30 Adjacent to Portola Surrounded by commercial uses/office space,proximate to Living Good quality select-service hotel Office)Site B Avenue and El Paseo Desert Zoo and Gardens,good visibility from Highway 111 Potential Future Development, Palm Desert, California Hotel Market Analysis - Desert Willow Page 33 HOTEL MARKET ANALYSIS — DESERT WILLOW QUIKSILVER RESORT AT DESERT WILLOW Facilities Recommendations For the purpose of this analysis we have assumed that the Desert Willow Study Area will be improved with an approximately 450-room luxury resort developed by and affiliated with the Quiksilver lifestyle brand. We have not been presented with a detailed development plan, but have assumed that in addition to high-quality guestrooms the resort will also feature multiple restaurants and a significant amount of dedicated meeting space and outdoor event areas. Amenities and services found at hotels generally categorized as four-star hotels should be offered to guests of the resort. The Competitive Hotel Market In order to identify the competitive market of the proposed Quiksilver Resort at Desert Willow, we have analyzed the overall Coachella Valley lodging market, specifically the down valley resorts, and selected eight properties that we estimate will offer competition to the subject hotel. These competitive properties have been selected based on their size, facilities, location, similar market orientation, and rate structure. There are other lodging facilities located in the area that were excluded from the subject's competitive market due to a lack of comparable rate structures, facilities, and/or market orientation. The following chart presents the competitive supply for the proposed property. Competitive Supply Map Code Property Number of Rooms 1 La Quinta Hotel &Resort 796 2 Westin Mission Hills Resort&Spa 512 3 Desert Springs,a JW Resort&Spa 884 4 Hyatt Regency Indian Wells Resort&Spa 530 5 Miramonte Resort&Spa 215 6 Renaissance Indian Wells Resort&Spa 560 7 Omni Rancho Las Palmas Resort&Spa 444 8 The Ritz-Carlton, Rancho Mirage 260 Competitive Market Total 4,201 Following is a map detailing the location of each of the selected competitive hotels relative to the subject. Photographs and a more detailed description of each hotel are also provided. Potential Future Development, Palm Desert, California Hotel Market Analysis - Desert Willow Page 134 a• 1 "Higden Palk �, ` Coachella Valley Preserve Av�Dn9h S})oral. ,. j� q.-, °Pushawalle _ Palms .41 � `r �N it Ge aldFord r� __ �l Macomber *•`' Cathedral Cityo .. .., 6 Pates AaueCaliente ,III g 1' ° a _ Reservation Dialre Patna RaneNo/tiYdj 10 I ° er '� ��Decent Mows Resort Ste j} \ y :. ___ 11 ( .� �... , ., Indo ..„,. ___ i ! ,,,,,, ,... , �,v F O R N,I A A 1 . ,..... ..,. _.% yy,, _, E'l N2nd Ave 42nd Ave �2M Aee "�'3.. r, of : D.Berntudv Palm Springs ''- I Coutry Ct/' -� ��_ W. 1 iv $ gel nOorert Fed Warm'Dr 1 ____- s ad i /a I d' 1 g° / Pvenud94 avenue e9 Sof HIM b1 {y� .tr Avepae SO _ Avenue 50 Avenue 5D ._..__.._...50th Ave La Oulnla T e r 11 6 Avea»52 .�. x San Bernardino f, "?•` ` _____ 52nd Ave National Forest '6 Sam era,. ,2IN--min xr-nao•.xa IIIen., ran m-a.eser. ‘, IMF CONSULTING Competitive Supply Map USA A CRNF COMPANY Potential Future Development, Palm Desert, California Hotel Market Analysis - Desert Willow Page 35 Competitive Property Number One La Quinta Resort and Club Location Description Address: 49499 Eisenhower Drive Year Opened: 1926 La Quinta, California 92253 Guestrooms: 796 Stories: 1 and 2 Distance from the Subject: 5.9 miles southeast Facilities &Amenities Picture • Five food and beverage outlets (three full- service) • 41,300 SF of indoor meeting space • 24,400 SF of outdoor meeting space 4„6,. • 42 outdoor pools with 50 whirlpool spas • Croquet course • Volleyball court 444t. z ;, • Two 18-hole resort courses, three 18-holey , , '? semi-private courses, and three 18-hole private courses xi ` • Spa and salon • Fitness center • Eight lighted tennis courts • Business center • 172 spa villas, primarily individually owned • Room Amenities: o Two-line telephone with data port o Voicemail o Private patios o Hair dryer o Iron with ironing board o High-speed internet access o Cable and In-room Pay television o Refreshment centers o Five-fixture bathroom with bathrobes o In-room safe Condition & Renovations Historical Performance Originally opened in 1926 and expanded In 2014, this property performed below the over time, the property has completed nearly market average in terms of occupancy and $60 million in upgrades since 2007, including above the market average in terms of average upgrades to its guestrooms, public spaces, daily rate. and golf courses. Potential Future Development, Palm Desert, California Hotel Market Analysis - Desert Willow Page 136 Competitive Property Number Two Westin Mission Hills Resort& Spa Location Description Address: 71333 Dinah Shore Drive Year Opened: 1991 Rancho Mirage, CA 92270 Guestrooms: 512 Stories: 2 Distance from the Subject: 4.3 miles northwest Facilities &Amenities Picture • Five F&B Outlets— Pinzimini, Season's Grill, Dilbert's Diner, Las Brisas Café and Caliente Bar, and Fireside Lounge • 100,000 SF of Indoor/Outdoor Meeting Space ; ax t a • Three Outdoor Pools l: � • Seven Tennis Courts * rvirp• Two 18-hole Golf Courses �• ' • 14,000 SF Spa 414. • Westin Workout Gym • Room Amenities: o Cable Television with In-Room Movies/Video Game Player * o The Heavenly Bed® o Hairdryer o Make-up/Shaving Mirror o High Speed Internet Access o Telephone with Voicemail and Data Port Line o Coffee/Tea Maker o Refrigerator/Refreshment Center o Patio Furniture o Work Desk o Balcony/Patio o In-Room Safe o Iron/Ironing Board Condition & Renovations Historical Performance The property added three new F&B outlets in In 2014, this property performed above the 2012. Last year the property completed a market average in terms of both occupancy renovation of its villa units and the property is and terms of average daily rate. in good condition. Potential Future Development, Palm Desert, California Hotel Market Analysis - Desert Willow Page 37 Competitive Property Number Three Desert Springs, a JW Marriott Resort& Spa Location Description Address: 74855 Country Club Drive Year Opened: 1987 Palm Desert, CA 92260 Guestrooms: 884 Stories: 5 to 8 Distance from the Subject: 0.4 miles south Facilities &Amenities Picture • 11 F&B Outlets • 50,500 SF Indoor& 38,600 SF Outdoor Meeting Space • Five Outdoor Pools and Whirlpools • Two 18-hole Golf Course t • 38,000 SF Spa • Fitness Center <, �� W i • 20 Tennis Courts • Volleyball & Croquet Court • Rock climbing wall • Jogging trails .< ,^ • Retail Outlet with 18 Shops • Room Amenities: o Telephone with Data Port and Voicemail o High Speed Internet Access o Cable Television with In-Room Movies o Mini-bar o Balcony/Patio o Sony CD Player Condition & Renovations Historical Performance The hotel completed an extensive more than In 2014, this property performed above the $25 million renovation in 2012, which included market average in terms of occupancy and upgrades to the entire resort and two golf below the market average in terms of average courses. daily rate. Potential Future Development, Palm Desert, California Hotel Market Analysis - Desert Willow Page 38 Competitive Property Number Four Hyatt Regency Indian Wells Resort& Spa Location Description Address: 44600 Indian Wells Lane Year Opened: 1986 Indian Wells, CA 92210 Guestrooms: 530 Stories: 5 Distance from the Subject: 3.2 miles southeast Facilities &Amenities Picture • Three F&B Outlets • 49,000 SF of Meeting Space • Seven Outdoor Pools wirrnr••• , • Two 18-hole Golf Courses fix ' • Aqua Serena Spa • • Fitness Center • Three Tennis Courts • Playground • Gift Shop • Business Center • Room Amenities: ysFw o 37" Flat panel televisions o Telephone with Voicemail and Data Port o Hairdryer o Iron with Ironing Board o Work Desk o High-Speed Internet Access o Cable Television with In-Room Entertainment o Mini-bar o Balcony/patio o In-room Safe Condition & Renovations Historical Performance In 2012, the Hyatt did a multi-million dollar In 2014, this property performed below the renovation on the resort, as well as rebranding market average in terms of occupancy and the hotel with the name change to the Hyatt above the market in term of average daily rate. Regency Indian Wells Resort & Spa. The hotel is in good condition. Potential Future Development, Palm Desert, California Hotel Market Analysis - Desert Willow Page 39 Competitive Property Number Five Miramonte Resort & Spa Location Description Address: 45000 Indian Wells Lane Year Opened: 1963 Indian Wells, CA 92210 Guestrooms: 215 Stories: 2 Distance from the Subject: 3.4 miles southeast Facilities &Amenities Picture • Grove Restaurant • Vineyard Lounge • Poolside F&B Service • 18,000 SF of Meeting Space • Two Outdoor Pools 1 • 24-hour Fitness Center • 12,000 SF Well Spa , • Tennis Courts y.= w . • Business Center • Room Amenities: o Telephone with Voicemail and Data Port d6 o Coffee Maker o Hairdryer ,.. `;,, 'N o Private Terrace o Iron with Ironing Board o Work Desk o Cable television with In-Room Entertainment Condition & Renovations Historical Performance In 2013, the Miramonte completed a $10 In 2014, this property performed below the million renovation on their spa, ballroom, pool, market average both in terms of occupancy and upgraded guest rooms. More recently in and average daily rate. December 2015, the new ownership group completed a $4 million renovation of its accommodations and amenities. The property is in very good condition. Potential Future Development, Palm Desert, California Hotel Market Analysis - Desert Willow Page 40 Competitive Property Number Six Renaissance Indian Wells Resort& Spa Location Description Address: 44400 Indian Wells Lane Year Opened: 1989 Indian Wells, CA 92210 Guestrooms: 560 Stories: 6 Distance from the Subject: 3.3 miles southeast Facilities &Amenities Picture • Four F&B Outlets • 44,600 SF Indoor and 13,800 SF of Outdoor Meeting Space • Three Outdoor Pools ° • Two 18-hole Golf Courses -` • Spa with 19 treatment Rooms or • 7,500 SF Fitness center r o°A� • Four Tennis Courts ss, • Camp Oasis kids club "' iy • Gift Shop "4 `" ,ems0140. -74 • Business Center • Room Amenities: , " ,. ; .`i'; , ?;\ - o Telephone with Voicemail and Data ° " ' '$ �' ' port t" o Hairdryer o Iron with Ironing Board o Work Desk o High-Speed Internet Access o Cable Television with In-Room Entertainment o Mini-bar o In-Room Safe Condition & Renovations Historical Performance The Renaissance completed renovations in In 2014, this property performed below the January 2015, which included upgrading the market average in terms of both occupancy pool area and meeting rooms with new and average daily rate. carpeting, wall coverings, paint, and new soft goods in banquets. The property is in good condition. Potential Future Development, Palm Desert, California Hotel Market Analysis - Desert Willow Page 41 Competitive Property Number Seven Omni Rancho Las Palmas Resort & Spa Location Description Address: 41000 Bob Hope Drive Year Opened: 1979 Rancho Mirage, CA 92270 Guestrooms: 444 Stories: 2 Distance from the Subject: 3.1 miles southwest Facilities &Amenities Picture • Five F&B Outlets • 29,400 SF of Indoor and 13,000 SF of Outdoor Meeting Space • Three Outdoor pools and Splashtopia `r Art • 27-hole Golf Course • Spa and Fitness Center � ,� • 25 Tennis Courts • Room Amenities: o Telephone with Voicemail and Data Port o High-Speed Internet Access `- o Cable Television with In-Room Entertainment o Mini-bar o Coffee Maker o In-Room Safe o Balcony/patio Condition & Renovations Historical Performance In 2013, the Omni renovated their grand In 2014, this property performed above the suites. The Rancho Las Palmas resort became market average in terms of occupancy and an Omni Hotel in July, 2013, after it was below the market in average daily rate. acquired from KSL Capital by Omni Hotels & Resorts, and is in good condition. Potential Future Development, Palm Desert, California Hotel Market Analysis - Desert Willow Page 42 Competitive Property Number Eight Ritz-Carlton Rancho Mirage Location Description Address: 68900 Frank Sinatra Drive Year Opened: 2014 Rancho Mirage, CA 92270 Guestrooms: 260 Stories: 3 Distance from Subject: 5.7 miles northwest Facilities &Amenities Picture • 15,548 SF of indoor meeting space • State Fare Bar & Kitchen • The Edge Steakhouse " �aa� • Lobby Lounge , .: • Air Pool Bar • 24-hour room service _ �: • 25,000 SF Spa with 15 treatment rooms . ,` • • Fitness center ` '� � • Business Center `' " • 2 outdoor heated pools 04 . • $30 valet parking only • Ritz Kids Club L. �•.,4,•/ � d � f • Room Amenities: • . o 5-fixture bathroom '"` "' aTM o 19" HD TV in bathroom vanity o 42" LCD flat-panel TV o Wireless Internet o Honor bar o Sleep-sounds radio with docking station o Frette bed linens o Two-line telephones o Private balconies/terraces Condition & Renovations Historical Performance After being closed for almost eight years, the In 2014, this property performed below the hotel reopened in May 2014 after an extensive competitive market average in terms of renovation. The property is in excellent occupancy and above the market in terms of condition. average daily rate. However, this is because the property was only open for eight months and is still in ramp-up. Potential Future Development, Palm Desert, California Hotel Market Analysis - Desert Willow Page 43 Additions to Supply Throughout recent years, a number of hotels have been proposed for the Coachella Valley lodging supply. A majority of them have remained in discussion for an extensive period of time and are in various stages of the planning and development process. Given the difficulty in obtaining construction financing for new hotels, many of these projects have been put on hold due to market performance of the existing hotel supply, as well as a lack of financing available for new full-service hotel projects. Projects such as Sheraton Cathedral City, Rosewood Palm Desert, SilverRock La Quinta, and ShadowRock Resort Palm Springs are all considered to be speculative at this point. While several of these projects may come to fruition in the future, we have not included them as additions to the competitive market due to their tentative nature. HOTEL ROOMS DEMAND Demand for hotel rooms is categorized in three ways: - Demonstrated Demand: the demand already captured at competitive hotels; - Induced Demand: the demand that does not presently seek accommodations in the competitive market, but could be persuaded to do so through marketing efforts, room rates, facilities, services and amenities. - Unsatisfied Demand: the demand that seeks accommodations in the market but is not satisfied due to one of a number of factors: sell-outs during peak season; lack of a particular type of accommodation; lack of meeting space; or high room rates. MARKET PERFORMANCE OF THE COMPETITIVE MARKET Competitive Market Presented in the following table is a five-year history of the growth in supply, demand, occupancy, and average daily room rate of the overall competitive market for the historical period 2010 to 2014 and year to date through November 2014 and 2015. Historical Market Performance of the Competitive Supply Annual Percent Occupied Percent Market Average Percent Percent Year Supply Change Rooms Change Occupancy Daily Rate Change REVPAR Change 2010 1,438,465 N/A 740,759 N/A 51.5% $164.72 N/A $84.82 N/A 2011 1,399,929 -2.7% 770,695 4.0% 55.1 172.60 4.8% 95.02 12.0% 2012 1,423,584 1.7 810,502 5.2 56.9 180.03 4.3 102.50 7.9 2013 1,427,304 0.3 814,704 0.5 57.1 194.13 7.8 110.81 8.1 2014 1,498,525 5.0 864,679 6.1 _ 57.7 207.50 6.9 119.73 8.1 CAAG 1.0% 3.9% 5.9% 9.0% Nov-14 YTD 1,373,495 N/A 804,698 N/A 58.6% $207.73 N/A $121.70 N/A Nov-15 YTD 1,405,615 2.3% 832,772 3.5% 59.2% 214.93 3.5% 127.34 4.6% Source: PKF Consulting Potential Future Development, Palm Desert, California Hotel Market Analysis - Desert Willow Page 44 The annual hotel room supply over the last five years has fluctuated significantly. In 2011, renovations to the Hyatt Regency Resort in Indian Wells as well as a 25 million dollar renovation to the JW Marriott Desert Springs led to room closures, which led to a 2.7 percent decrease in supply. By 2012, the renovation to the JW Marriott was complete, though renovations at the Hyatt Regency led to hotel closure for a period in 2012 and 2013; in 2012 hotel supply saw an increase of 1 .7 percent over 2011 . The return of the Hyatt Regency to year-round operations coupled with the opening of the Ritz-Carlton Rancho Mirage in May led to an increase of 5.0 percent in lodging supply in 2014. Occupancy reached into the mid 60's during the early 2000's, but the downturn in late 2008 saw occupancy plummet. Following the turnaround in 2010, the market occupancy has steadily climbed back, posting increases of 4.0 and 5.2 percent in 2011 and 2012, respectively. While 2013 exhibited a slowdown in this occupancy growth, 2014 saw a significant 6.1 percent increase in occupancy to end the period at 57.7 percent despite the 5.0 percent increase in lodging supply. Prior to the economic downturn, average daily rate in the competitive market nestled around $200, but saw a significant decline as a result of economic conditions. Since 2010, the market has shown resiliency and steady growth as average daily rate has increased by more than 4 percent every year since. 2013 saw the greatest increase in average daily rate of 7.8 percent leading to a RevPAR (revenue per available room) growth of 8.1 percent followed by a 6.9 percent increase in 2014 ensuring that market average rate cleared the $200 mark by finishing the period at $207.50 equating to a RevPAR of $1 19.73. For the period, occupancy increased at a compound annual average growth rate (CAAG) of 3.9 percent with average daily rate increasing by 5.9 percent annually, which led to a RevPAR increase of 9.0 percent annually. Year to date, the market is continuing its drive in capturing more occupied rooms, while rate continues to grow. Year to date through November 2015, RevPAR is up 4.6 percent over the same period in 2014. ROOMS DEMAND FOR THE COMPETITIVE MARKET Mix of Demand The demand captured by the market is derived primarily from the leisure transient travelers and group meeting attendees. The following table summarizes the 2014 mix of demand for the competitive set. Competitive Market 2014 Mix of Demand Market Segment Room Nights Ratio Transient 372,700 43% Group 492,000 57 Total 865,000 100% Source: PKF Consulting Potential Future Development, Palm Desert, California Hotel Market Analysis - Desert Willow Page 1 45 Transient Market Segment The transient segment is primarily composed of individual leisure travelers who come to the area for its favorable winter climate compared to other areas in the United States and various leisure venues. This segment is highly seasonal, in that the busiest months are in the winter through part of spring, whereas the early summer and fall are not as busy, thus referred to as "shoulder months." Summer is by far the low season, although hotels are able to induce demand during the summer and especially the shoulder months through targeted packages. The transient commercial segment consists of individual business travelers who stay at hotels during the course of their business engagements. The demand is derived from local companies who need to conduct business with those from out of the area and from businesspeople outside the area that are pursuing business in the local market. In the Coachella Valley, this demand consists of primarily leisure travelers, with only a small amount of individual business travelers. Much of the demand for hotel rooms originates from Southern California, Arizona and Nevada, although the region benefits from tourists departing from cooler climates in the north during the winter. The transient segment is expected to remain relatively strong within the region for the foreseeable future. In 2014 the leisure market was responsible for much of the transient market segment's continued growth and it is expected to continue to exhibit growth in 2015, growing by a rate of 3.0 percent in 2015 and beyond. Based on the location, and level of facilities, amenities, and service offered by the subject, as well as that of the Ritz- Carlton Rancho Mirage, it is anticipated that a total of 30,000 room nights of transient demand will be induced into the market over the projection period. These Iwo hotels are anticipated to further entice leisure travelers from the five-county Southern California region, with a population of more than 20 million residents, to find more reasons to remember Coachella Valley as a high-quality vacation destination. Before its closure and rebranding as an independent hotel, the Ritz-Carlton Rancho Mirage had a loyal clientele and was widely considered to be one of the premier hotels in the Coachella Valley, and we expect that the subject hotel will attract a younger, experiential driven traveler not currently catered to in the market. Group Market Segment The group segment is the larger segment of demand in the competitive market in terms of demonstrated room nights, due in large part to the large, self-contained nature of the properties in the competitive market. This segment's strength is largely due to a hotel's relationship with local meeting planners, who in turn are able to funnel group business. These groups consist of local social groups, such as reunions and other social functions attracted by resort amenities such as golf, as well as national association and commercial groups utilizing the function space at the properties for meetings and conferences. Many of the hotels in the competitive set feature a large amount of meeting space with extensive facilities and amenities intended to cater to the group market. The moderate climate during the winter months, the lure of the area's natural resources, the proximity Potential Future Development, Palm Desert, California Hotel Market Analysis - Desert Willow Page 146 to championship golf courses and tennis facilities, as well as the overall resort atmosphere are factors appealing to meeting planners. Given the area amenities, the continued prominence of the Coachella Valley as a premier resort destination, and year-to-date trends we estimate that demand within the group segment will increase by 3.0 percent annually throughout the projection period. We find these growth rates reasonable given the continued improvement in market conditions. We are of the opinion that a significant amount of group demand will be induced into the market due to the level and quality of the facilities offered by the Ritz- Carlton and the proposed subject hotel. We have estimated that 18,000 group room nights will be induced into the market between 2015 and 2021 . PROJECTED GROWTH IN DEMAND Based on the foregoing analysis, future demand growth is projected to be the result of increases in both market segments. We estimate that the market finished 2015 at 59 percent, which incorporates year to date growth and our estimates for the final month of the year. With the anticipated addition of the subject hotel in 2019 coupled with the opening of the annualized rooms from the Ritz-Carlton Rancho Mirage, we have induced rooms in the leisure and corporate demand segments into the market that would otherwise not exist without these two hotels. Although both supply and demand are expected to continue to grow, we anticipate a slight drop in occupancy in 2019 to allow for the rooms from the subject hotel to be absorbed. Once the market has fully absorbed the additional rooms, we expect the market to stabilize at a pre-recession level occupancy of 65 percent in 2021 . While the market will perform at occupancies above and below this level, the stabilized rate of occupancy is an average based on the historical performance of the competitive market as well as the market orientations of the individual properties. The following table illustrates the projected growth in supply and demand by market segment, as is, and for the projection period through 2021 . Potential Future Development, Palm Desert, California Hotel Market Analysis - Desert Willow Page 47 Proposed Quiksilver Resort at Desert Willow Competitive Market Estimated Future Growth in Lodging Supply and Demand 2014-2021 2014 2015 2016 2017 2018 2019 2020 2021 ROOMS SUPPLY 3,910 Additions/(Deletions)to Supply Proposed Desert Willows Hotel 450 Hyatt Regency Resort&Spa-Indian ells 31 Ritz-Carlton Rancho Mirage(May'14) 165 95 Cumulative Rooms Supply 4,106 4,201 4,201 4,201 4,201 4,651 4,651 4,651 Total Annual Rooms Supply 1,498,525 1,533,365 1,533,365 1,533,365 1,533,365 1,697,615 1,697,615 1,697,615 Growth Over the Prior Year 5.0% 2.3% 0.0% 0.0% 0.0% 10.7% 0.0% 0.0% DEMONSTRATED DEMAND IN BASE YR Transient 372,702 43% Group 491,976 57% TOTAL DEMONSTRATED DEMAND 864,679 100% INDUCED/(UNSATISFIED)DEMAND Transient 5,000 0 0 0 25,000 0 0 Group 3,000 0 0 0 15,000 0 0 TOTAL INDUCED/(UNSATISFIED)DEMAND 8,000 0 0 0 40,000 0 0 GROWTH RATES Transient 3.0% 3.0% 3.0% 3.0% 3.0% 3.0% 3.0% Group 3.0% 3.0% 3.0% 3.0% 3.0% 3.0% 3.0% PROJECTED DEMAND Transient Demonstrated 372,702 383,883 400,550 412,566 424,943 437,692 476,572 490,870 Induced/(Unsatisfied) 0 5,000 0 0 0 25,000 0 (5,274) Total 372,700 388,900 400,500 412,600 424,900 462,700 476,600 485,600 Growth Over Prior Year N/A 4.3% 3.0% 3.0% 3.0% 8.9% 3.0% 1.9% Group Demonstrated 491,976 506,736 525,028 540,778 557,002 573,712 606,373 624,564 Induced/(Unsatisfied) 0 3,000 0 0 0 15,000 0 (6,710) Total 492,000 509,700 525,000 540,800 557,000 588,700 606,400 617,900 Growth Over Prior Year N/A 3.6% 3.0% 3.0% 3.0% 5.7% 3.0% 1.9% Total Market Demand 864,700 898,600 925,500 953,400 981,900 1,051,400 1,083,000 1,103,500 Growth Over Prior Year N/A 3.9% 3.0% 3.0% 3.0% 7.1% 3.0% 1.9% Market Occupancy 58% 59% 60% 62% 64% 62% 64% 65% Source:CBRE Hotels Potential Future Development, Palm Desert, California Hotel Market Analysis - Desert Willow Page 48 The following table summarizes our estimates of future supply, demand, occupancy, average daily rate, and RevPAR from 2015 to 2021 . Projected Market Performance of the Competitive Supply Annual Percent Occupied Percent Market Average Percent Percent Year Supply Change Rooms Change Occupancy Daily Rate Change REVPAR Change 2015 1,533,365 2.3% 898,600 3.9% 59% $213.00 2.6% $124.82 4.3% 2016 1,533,365 0.0 925,500 3.0 60 219.00 2.8 132.18 5.9 2017 1,533,365 0.0 953,400 3.0 62 226.00 3.2 140.52 6.3 2018 1,533,365 0.0 981,900 3.0 64 233.00 3.1 149.20 6.2 2019 1,697,615 10.7 1,051,400 7.1 62 246.00 5.6 152.36 2.1 2020 1,697,615 0.0 1,083,000 3.0 64 254.00 3.3 162.04 6.4 2021 1,697,615 0.0 1,103,500 1.9 65 262.00 3.1 170.31 5.1 CAAG 1.7% 3.5% 3.5% 5.3% Source: PKF Consulting Accommodated demand for the competitive market is projected to increase at a compound average annual rate of 3.5 percent during the projection period. Market occupancy is projected to increase to a stabilized level of 65 percent by 2021, when the market has fully absorbed new supply. Based upon the mix of demand by market segment, as well as the performance of individual hotels, we believe that this level of stabilized occupancy is both reasonable and attainable over the long-term. ESTIMATED PERFORMANCE OF THE SUBJECT HOTEL Penetration Analysis An analytical tool, referred to as a penetration rate or fair share index, measures the relative share of rooms demand of a hotel. If the hotel is achieving its "fair market share," the percent of demand that it is capturing is equal to the hotel's percentage share of room supply - this would be expressed as a penetration rate of 100 percent. A property with competitive advantages would be expected to penetrate its market at a rate in excess of 100 percent, whereas a hotel with competitive disadvantages would be expected to achieve penetration levels lower than 100 percent. Estimated occupancy levels for the subject hotel have been projected on the basis of a market penetration analysis, which is supported by our analysis of the site location and market area. Market penetration is defined as the actual capture of room demand in relation to its fair share of demand. Market penetration levels in excess of 100 percent of fair share suggest a hotel has competitive advantages while competitive weaknesses or positioning strategies are reflected in market penetration levels of less than 100 percent of fair market share. The actual penetration of each market segment by the subject property may deviate from fair market share for the following reasons: • The competitive advantages or disadvantages of the subject hotel versus the competition taking into consideration such factors as location, room rate Potential Future Development, Palm Desert, California Hotel Market Analysis - Desert Willow Page 49 structure, quality and extent of amenities offered, chain affiliation, quality of management, marketing efforts and image; • The characteristics, composition and needs of each market segment; • The restraint on demand captured due to capacity constraints during certain periods of the week or season, or due to the accommodation of certain market segments; and, • Management decisions concerning target markets. Based on our analysis, the following table presents the stabilized market mix and penetration for the proposed Quiksilver Resort at Desert Willow. Proposed Quiksilver Resort at Desert Willow Stabilized Mix of Demand and Market Penetration Market Segment Room Nights Ratio Penetration Transient 70,500 63% 150% Group 41,500 37 70 Total 112,000 100% 105% Source: PKF Consulting The following discussion presents our rationale for the estimated stabilized mix of demand and penetration level. Projected Market Penetration and Occupancy We estimate the proposed Quiksilver Resort at Desert Willow would open in 2019 and will finish its first year at an overall penetration rate of 95 percent, representing a 59 percent occupancy rate. Going forward, we expect the penetration rate to grow to 100 percent in 2020, and reach a stabilized penetration rate of 105 percent in 2021 . Based on the amenities and unique product type offered by the proposed Quiksilver Resort, we expect the subject to over penetrate the market due to its ability to combat seasonality and demand fluctuations. We anticipate that the proposed amenities and branding will attract visitors in the summer months. Occupancy is expected to grow on an annual basis until reaching a stabilized rate of 68 percent in 2021. The proposed Quiksilver hotel is anticipated to over penetrate the transient market segment due to its unique brand equity and distinctive product offering, which should allow the subject to attract a new demographic. We expect the subject will underpenetrate the group segment given the likely size and offering of event/meeting space relative to the competitive market. We have assumed that the subject hotel will contain significant meeting space, but will underpenetrate the group segment due to what we anticipate will be a less expansive offering of meeting and events facilities by comparison to other area resorts. The following table presents the estimated market presentation and projected occupancy of the proposed Quiksilver Resort at Desert Willows. Potential Future Development, Palm Desert, California Hotel Market Analysis - Desert Willow Page 1 50 Proposed Quiksilver Resort at Desert Willow Market Penetration and Projected Occupancy 2019 2020 2021 2022 2023 TOTAL ROOMS AVAILABLE Proposed Desert Willows Hotel 164,250 164,250 164,250 164,250 164,250 Competitive Market 1,697,615 1,697,615 1,697,615 1,697,615 1,697,615 Fair Share of Supply 9.7% 9.7% 9.7% 9.7% 9.7% ESTIMATED TOTAL MARKET DEMAND Transient 462,700 476,600 485,600 485,600 485,600 Group 588,700 606,400 617,900 617,900 617,900 TOTAL 1,051,400 1,083,000 1,103,500 1,103,500 1,103,500 FAIR SHARE OF DEMAND Transient 44,800 46,100 47,000 47,000 47,000 Group 57,000 58,700 59,800 59,800 59,800 TOTAL 101,800 104,800 106,800 106,800 106,800 SUBJECT PENETRATION Transient 140% 145% 150% 150% 150% Group 60% 65% 70% 70% 70% ROOM NIGHTS CAPTURED Transient 62,700 66,900 70,500 70,500 70,500 Group 34,200 38,100 41,500 41,500 41,500 TOTAL CAPTURED DEMAND 96,900 105,000 112,000 112,000 112,000 MARKET SHARE CAPTURED 9.2% 9.7% 10.1% 10.1% 10.1% OVERALL MARKET PENETRATION 95% 100% 105% 105% 105% SUBJECT OCCUPANCY 59% 64% 68% 68% 68% MARKET MIX Transient 65% 64% 63% 63% 63% Group 35% 36% 37% 37% 37% TOTAL 100% 100% 100% 100% 100% ---- ---- ---- ---- ---- Source: CBRE Hotels Potential Future Development, Palm Desert, California Hotel Market Analysis - Desert Willow Page 51 Average Daily Rate and Yield Analysis Our estimate for the proposed subject is based on the average daily rates achieved by the competitive set, combined with an analysis of the previously discussed advantages and orientation of the subject property. Presented below is the historical growth in the market's average daily rate (ADR) from 2010 to 2014, and year to date November 2014 and 2015. Historical Chan a in Avera a Dail Rate Market Year ADR Change 2010 $164.72 N/A 2011 172.60 4.8% 2012 180.03 4.3 2013 194.13 7.8 2014 207.50 6.9 CAAG 5.9% Nov-14 YTD $207.73 N/A Nov-15 YTD 214.93 3.5% Source: CBRE Hotels As indicated in the table above, average daily rate in the competitive market has increased at a compound average annual rate of 5.9 percent since 2010, with the most significant increase in 2013 as buoyed by nationwide economic recovery. The market average daily rate continues to trend upward as evidenced by the 3.5 percent increase year to date as hoteliers focus on driving rate. Our derivation of the average daily rate for the subject property in a stabilized year of operation is based primarily on the subject's projected market positioning, historical average daily rates achieved by the market, and information concerning the other hotel properties in the competitive supply. Considerations were also given to the comparison of the other competitive properties with the subject in terms of quality of facility, location, and mix of demand. Considering the quality and the facilities that will be offered at the proposed hotel at Desert Willow in Palm Desert, California, we project an average daily rate of $283.00 stated in 2016 dollars. This would position the hotel above the market average, which we believe is reasonable given the quality and facilities of the proposed subject hotel. We project an opening rate of $310.00 in 2019 increasing by 3.0 percent per year thereafter, or at the general rate of inflation. Combined with the increases in occupied room nights, this creates a compound average annual growth in RevPAR of 6.7 percent from 2019 to 2023. The following table shows our projections of occupancy, average daily rate, RevPAR, and revenue yield for the proposed Quiksilver Resort at Desert Willow from its estimated opening in 2019 to 2023. Potential Future Development, Palm Desert, California Hotel Market Analysis - Desert Willow Page 152 Projected Market Performance of the Quiksilver Resort at Desert Willow Annual Percent Occupied Percent Occupancy Average Percent Percent Market Revenue Year Supply Change Rooms Change Percentage Daily Rate Change REVPAR Change Penetration Yield 2019 164,250 N/A 96,900 N/A 59% $310.00 3.0% $182.89 N/A 95% 120% 2020 164,250 0.0% 105,000 8.4% 64 319.00 3.0 203.93 11.5% 100 126 2021 164,250 0.0% 112,000 6.7% 68 328.00 3.0 223.66 9.7 105 131 2022 164,250 0.0% 112,000 0.0% 68 338.00 3.0 230.48 3.0 105 131 2023 164,250 0.0% 112,000 0.0% 68 348.00 3.0 237.30 3.0 105 131 CRAG 0.0% 3.7% 2.9% 6.7% Source:CBRE Hotels It is possible that the proposed subject property will experience growth in occupancy and average daily rates above those estimated in this report. It is also possible that sudden economic downturns, unexpected additions to the room supply, or other external factors will force the property to perform below the projected point of stability. Consequently, the estimated occupancy and average daily rate levels are representative of the most likely potential operations of the subject hotel over the projection period based on our analysis of the market as of the date of this report. Potential Future Development, Palm Desert, California Hotel Market Analysis - 1-10 Corridor Page 53 HOTEL MARKET ANALYSIS — 1-10 CORRIDOR 1-10 CORRIDOR HOTEL Facilities Recommendations Based on its location to the east of Monterey Avenue and north of Dinah Shore Drive, the 1-10 Corridor hotel will have excellent visibility from the freeway and is located in proximity to retail, restaurants, and other visitor serving amenities. Given these factors the most complementary type of hotel development would be a nationally branded select- service or extended-stay hotel. These types of hotels are typically priced below that of larger resorts and attractive to transient leisure and commercial travelers given the value proposition offered. Such a facility should consist of good quality guestrooms, a limited amount of meeting space, and a small restaurant or complimentary breakfast depending on the ultimate branding and orientation of the property. The Competitive Hotel Market In order to identify the competitive market of the proposed 1-10 Corridor Hotel, we have analyzed the overall Coachella Valley lodging market, specifically the smaller non-full service hotels, and selected 12 properties that we estimate will offer competition to the subject hotel. These competitive properties have been selected based on their size, facilities, location, similar market orientation, and rate structure. There are other lodging facilities located in the area that were excluded from the subject's competitive market due to a lack of comparable rate structures, facilities, and/or market orientation. The following chart presents the competitive supply for the proposed property. Competitive Supply Map Code Property Number of Rooms 1 Residence Inn Palm Desert 131 2 Courtyard Palm Desert 151 3 Holiday Inn Express Palm Desert 131 4 Embassy Suites Palm Desert 198 5 Comfort Suites Palm Desert 72 6 Homewood Suites Palm Desert 128 7 Hampton Inn&Suites Palm Desert 88 8 Hilton Garden Inn Rancho Mirage 120 9 Holiday Inn Express&Suites Rancho Mirage 80 10 Embassy Suites La Quinta 269 11 Homewood Suites La Quinta 130 12 Holiday Inn Express&Suites Indio 89 Competitive Market Total 1,587 Following is a map detailing the location of each of the selected competitive hotels relative to the subject. Photographs and a more detailed description of each hotel are also provided. 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Potential Future Development, Palm Desert, California Hotel Market Analysis - 1-10 Corridor Page 56 Competitive Property Number Two Courtyard Palm Desert Location Description Address: 74895 Frank Sinatra Drive Year Opened: 1999 Palm Desert, California 92211 Guestrooms: 151 Stories: 3 Distance from the Subject: 2.7 miles southeast Amenities Picture • 1,523 Square Feet of Meeting Space • Outdoor Pool and Whirlpool Spa _ "• 44, • • Fitness Center ' • Courtyard Café Serving Breakfast and an r Evening Lounge al Mr St • Pantry/Sundry Shop • 24-hour Business Center ' • Guest Laundry • Room Amenities: o High-speed Internet -� .... o Flat Panel LCD Television o Large Work Desk & Ergonomic Chair o In-Room Movies o Two-Line Speakerphones with Voicemail and Dataports o Coffee Maker o Iron & Ironing Board o Hairdryer Condition & Renovations Historical Performance The rooms were fully renovated in September In 2014, the Courtyard Palm Desert performed of 2014 with new soft goods. The lobby below the competitive market both in terms of underwent renovation in October 2012. As a occupancy and average daily rate. result the property is in good condition. Potential Future Development, Palm Desert, California Hotel Market Analysis - 1-10 Corridor Page 1 57 Competitive Property Number Three Holiday Inn Express Palm Desert Location Description Address: 74675 Highway 1 1 1 Year Opened: 1985 Palm Desert, California 92260 Guestrooms: 129 Stories: 3 Distance from the Subject: 5.8 miles southeast Amenities Picture • 550 Square Foot Boardroom • Outdoor Pool and Whirlpool Spa • Exercise Room • Continental Breakfast Area • Guest Laundry • Business Center • Tennis Court • Room Amenities: o Table & Two Chairs o Flat Panel LCD Television o Telephones with Voicemail and Dataports o In-room Movies and Games o High-Speed Internet o Coffee Maker and Tea Maker o Iron & Ironing Board o Hairdryer Condition & Renovations Historical Performance The property is in good condition and a major In 2014, the Holiday Inn Express Palm Desert renovation of common areas and guestrooms performed below the competitive market in was completed at the end of 2012. This terms of both occupancy and average daily included new soft goods and partial hard rate. goods replacement. Potential Future Development, Palm Desert, California Hotel Market Analysis - 1-10 Corridor Page 1 58 Competitive Property Number Four Embassy Suites Palm Desert Location Description Address: 74700 Highway 1 1 1 Year Opened: 1984 Palm Desert, California 92260 Guestrooms: 198 Stories: 3 Distance from the Subject: 5.8 miles southeast Amenities Picture • 7,081 Square Feet of Meeting Space in Three Rooms 111"' •• Outdoor Pool and Whirlpool Spa �• • Fitness Center •• �/�' j • Oasis Serving Complimentary Breakfast "- r`" . I r and Manager's Reception � ' E • Sonoma Grill Restaurant •*•• Sundry Shoph.� • 24-hour Business Center ,�` : t�r, • Guest Laundry 4 "" � s Ar. , • Six Tennis Courts • Billiards Table and Video Arcade i . • • Room Amenities: o Two Room Suites o One 32" and One 27" LCD Flat Panel Television o Pull-Out Sofa o High-Speed Internet o Large Work Desk & Ergonomic Chair o In-Room Movies o Two-Line Speakerphones with Voicemail and Dataports o Refrigerator and Microwave o Coffee Maker o Iron & ironing board o Hairdryer Condition & Renovations Historical Performance The property was purchased by Urban In 2014, the Embassy Suites Palm Desert Commons, LLC, together with Brighton performed below the market average in terms Management in May 2013 and is nearing of occupancy and above the market in average completion of a comprehensive approximately daily rate. $6 million renovation. Potential Future Development, Palm Desert, California Hotel Market Analysis - 1-10 Corridor Page 59 Competitive Property Number Five Comfort Suites Palm Desert Location Description Address: 39585 Washington Street Year Opened: 2000 Palm Desert, California 9221 1 Guestrooms: 72 Stories: 3 Distance from the Subject: 5.6 miles southeast Amenities Picture • 576 Square Feet of Meeting Space in One Room • Outdoor Pool and Whirlpool Spa • Fitness Room • Complimentary Breakfast • 24-hour Business Center ' ', • Putting Green • Guest Laundry • Complimentary Newspaper M • Room Amenities: ' o Refrigerator & Microwave o High-speed Internet o Color Cable Television o In-Room Movies o Two-Line Speakerphones with Voicemail and Dataports o Coffee Maker o Iron & Ironing Board o Hairdryer Condition & Renovations Historical Performance The property is in average to good condition In 2014, the Comfort Inn performed below the and has not undergone any significant competitive market both in terms of occupancy renovations recently. and average daily rate. Potential Future Development, Palm Desert, California Hotel Market Analysis - 1-10 Corridor Page 1 60 Competitive Property Number Six Homewood Suites Palm Desert Location I Description Address: 36999 Cook Street Year Opened: 2009 Palm Desert, California 92211 Guestrooms: 128 Stories: 3 Distance from the Subject: 2.5 miles southeast Amenities Picture • 1,200 Square Feet of Meeting Space in Two Rooms • Outdoor Pool and Whirlpool Spa ' • Fitness Center • Complimentary Full Hot Breakfast and Manager's Reception in the Lodge • Pantry/Sundry shop • 24-hour Business Center • Guest Laundry • Putting Green ' # • Room Amenities: -- - o Fully Equipped Kitchen with Full-Size Refrigerator, Microwave, Dishwasher, - and Two-Burner Stovetop o Two 32" LCD Flat Panel Television o Pull-Out Sofa o High-Speed Internet o Large Work Desk & Ergonomic Chair o In-Room Movies o Two-Line Speakerphones with Voicemail and Dataports o Coffee Maker o Iron & ironing board o Hairdryer Condition & Renovations Historical Performance The property is one of the newer properties in In 2014, the Homewood Suites Palm Desert the competitive set, constructed in 2009, and performed above the competitive market in remains in good condition. terms of occupancy but below the market in terms of average daily rate. Potential Future Development, Palm Desert, California Hotel Market Analysis - 1-10 Corridor Page 1 61 Competitive Property Number Seven Hampton Inn & Suites Palm Desert Location Description Address: 74900 Gerald Ford Drive Year Opened: 2003 Palm Desert, California Guestrooms: 88 Stories: 3 Distance from the Subject: 2.2 miles southeast Amenities Picture • 851 Square Feet of Meeting Space in One Room • Outdoor Pool and Whirlpool Spa • Fitness Center • Complimentary Breakfast • Pantry/Sundry Shop 11' • 24-hour Business Center • Guest Laundry • Room Amenities: o Refrigerator & Microwave o High-speed Internet t o Flat Panel LCD Television o Large Work Desk & Ergonomic Chair o In-Room Movies o Two-Line Speakerphones with Voicemail and Dataports o Coffee Maker o Iron & Ironing Board o Hairdryer Condition & Renovations Historical Performance The property is in good condition and has In 2014, the Hampton Inn & Suites performed undergone ongoing preventative maintenance above the competitive market average in terms as necessary, including guestroom upgrades in of occupancy and below the market in average 2015. daily rate. Potential Future Development, Palm Desert, California Hotel Market Analysis - 1-10 Corridor Page 62 Competitive Property Number Eight Hilton Garden Inn Rancho Mirage Location Description Address: 71700 Highway 111 Year Opened: 2002 Rancho Mirage, California 92270 Guestrooms: 120 Stories: 2 Distance from the Subject: 4.4 miles southwest Amenities Picture • 5,000 Square Feet of Meeting Space in Four Rooms • Outdoor Pool and Whirlpool Spa I' •• Fitness Center «� t „ • Breakfast and Lunch Cafe & Pavilion ="�,:,►y+�ri40 $ ,� ,� Lounge g �.; f • • Pantry/Sundry Shop • 24-hour Business Center ` 1 • Guest Laundry ' «.• • Room Amenities: .. o Refrigerator & Microwave o High-speed Internet I ..,, . o Flat Panel LCD Television o Large Work Desk & Ergonomic Chair o In-Room Movies o Two-Line Speakerphones with Voicemail and Dataports o Coffee Maker o Iron & Ironing Board o Hairdryer Condition & Renovations Historical Performance The property is in average to good condition In 2014, the Hilton Garden Inn performed and underwent renovations in 2011. below the competitive market in terms of both occupancy and average daily rate. Potential Future Development, Palm Desert, California Hotel Market Analysis - 1-10 Corridor Page 63 Competitive Property Number Nine Holiday Inn Express & Suites Rancho Mirage Location Description Address: 71730 Highway 1 1 1 Year Opened: 2000 Rancho Mirage, California 92270 Guestrooms: 80 Stories: 2 Distance from the Subject: 4.4 miles southwest Amenities Picture • 550 Square Feet of Meeting Space in one room • Outdoor Pool • • Fitness Center • Complimentary Breakfast Buffet • _ 44.9.. • Pantry/Sundry Shop ` i l ,*, • 24-hour Business Center • Complimentary Wi-Fi y. tP E 't^ • Guest Laundry '" � . • Room Amenities: tvrt� .1 ' '"1 ��� o Mini Refrigerator :t [ �r ► ` '�� o High-speed Internet o Flat Panel LCD Television o Large Work Desk & Ergonomic Chair o In-Room Movies o Two-Line Speakerphone with Voicemail and Dataports o Coffee/Tea Maker o Iron & Ironing Board o Hairdryer Condition & Renovations Historical Performance The property is in average to good condition In 2014, the Holiday Inn Express & Suites and underwent renovations in February 2010. performed above the competitive market in terms of occupancy and below the market in average daily rate. Potential Future Development, Palm Desert, California Hotel Market Analysis - 1-10 Corridor Page 64 Competitive Property Number Ten Embassy Suites La Quinta Hotel & Spa Location Description Address: 50777 Santa Rosa Plaza Year Opened: 2006 La Quinta, California 92253 Guestrooms: 146 Stories: 4 Distance from the Subject: 9.8 miles southeast Amenities Picture • 1 1,000 Square Feet of Meeting Space in Four Rooms • Spa Hibiscus • Outdoor Pool and Whirlpool Spa • Fitness Center • Terra Bistro Serving Complimentary Breakfast and Manager's Reception as well as Lunch and Dinner ..a. w_ • Sundry Shop - " • 24-hour Business Center 7"4 • Guest Laundry • Video Arcade • Room Amenities: o Two Room Suites o Two 27" LCD Flat Panel Televisions o Pull-Out Sofa o High-Speed Internet o Large Work Desk & Ergonomic Chair o In-Room Movies o Two-Line Speakerphones with Voicemail and Dataports o Coffee Maker o Iron & ironing board o Hairdryer Condition & Renovations Historical Performance The property is in the process of completing In 2014, the Embassy Suites La Quinta significant renovations to its meeting space, performed above the market average in terms guestrooms, and lobby. of both occupancy and average daily rate. Potential Future Development, Palm Desert, California Hotel Market Analysis - I-10 Corridor Page 1 65 Competitive Property Number Eleven Homewood Suites La Quinta Location Description Address: 45200 Washington Street Year Opened: 2007 La Quinta, California 92253 Guestrooms: 129 Stories: Three Distance from the Subject: 7.6 miles southeast Amenities Picture • 3,200 Square Feet of Meeting Space in Four Rooms • Outdoor Pool and Whirlpool Spa • Fitness Center • Complimentary Full Hot Breakfast and Manager's Reception in the Lodge • Pantry/Sundry 01. • 24-hour Business Center , • Guest Laundry rn �.' w. • Putting Green • Room Amenities: o Fully Equipped Kitchen with Full-Size Refrigerator, Microwave, Dishwasher, and Two-Burner Stovetop o Two 32" LCD Flat Panel Television o Pull-Out Sofa o High-Speed Internet o Large Work Desk & Ergonomic Chair o In-Room Movies o Two-Line Speakerphones with Voicemail and Dataports o Coffee Maker o Iron & ironing board o Hairdryer Condition & Renovations Historical Performance The property is in very good condition after In 2014, the Homewood Suites La Quinta completing property wide renovations last year. performed above the competitive market in terms of both occupancy and average daily rate. Potential Future Development, Palm Desert, California Hotel Market Analysis - 1-10 Corridor Page 66 Competitive Property Number Twelve Holiday Inn Express & Suites Indio Location Description Address: 84054 Indio Springs Parkway Year Opened: 2014 Indio, California Guestrooms: 89 Stories: Three Distance from the Subject: 11.9 miles southeast Amenities Picture • 500 Square Feet of Meeting Space in one room • Outdoor Pool • Fitness Center • Complimentary Breakfast Buffet • Pantry/Sundry Shop • 24-hour Business Center � �� �_.. • Complimentary Wi-Fi * �� '� • Guest Laundry , • Room Amenities: Y o Mini Refrigerator "�' ' o High-speed Internet o Flat Panel LCD Television o Large Work Desk & Ergonomic Chair o In-Room Movies o Two-Line Speakerphone with Voicemail and Dataports o Coffee/Tea Maker o Iron & Ironing Board o Hairdryer Condition & Renovations Historical Performance The property is the newest hotel in the For its first nine months of operation, the competitive set, having just opened in March Holiday Inn Express performed below the 2014. The hotel is in excellent condition. competitive market in terms of both occupancy and average daily rate. It should be noted, however, that this hotel is still in the ramp-up phase of its operating cycle. Potential Future Development, Palm Desert, California Hotel Market Analysis - 1-10 Corridor Page 1 67 Additions to Supply and Reintroduction of Hotel Supply Throughout recent years, a number of hotels have been proposed for the Coachella Valley lodging supply. A majority of them have remained in discussion for an extensive period of time and are in various stages of the planning and development process. Given the difficulty in obtaining construction financing for new hotels, many of these projects have been put on hold due to market performance of the existing hotel supply, as well as a lack of financing available for new projects. While several of these projects may come to fruition in the future, we have not included them as additions to the competitive market due to their tentative nature. Yet based on our discussions, we have identified the following expected changes to the hotel market: • A 108 room hotel is to be constructed along the 1-10 corridor at Technology Drive. While initial discussions indicate it is likely to be a Fairfield Inn branded properly, no definitive plans have been set. This project is entitled, and we anticipate a July 2017 opening date. • The 112 room Fairfield Inn in Palm Desert was extensively damaged in an electrical fire in April 2014. The hotel has been closed for two years, but construction is expected to begin this year with the intention of re-introducing the hotel to the market as a Springhill Suites. We anticipate a January 2017 date for the reintroduction of these rooms to the hotel market. HOTEL ROOMS DEMAND Demand for hotel rooms is categorized in three ways: - Demonstrated Demand: the demand already captured at competitive hotels; - Induced Demand: the demand that does not presently seek accommodations in the competitive market, but could be persuaded to do so through marketing efforts, room rates, facilities, services and amenities. - Unsatisfied Demand: the demand that seeks accommodations in the market but is not satisfied due to one of a number of factors: sell-outs during peak season; lack of a particular type of accommodation; lack of meeting space; or high room rates. MARKET PERFORMANCE OF THE COMPETITIVE MARKET Competitive Market Presented in the following table is a five-year history of the growth in supply, demand, occupancy, and average daily room rate of the overall competitive market for the historical period 2010 to 2014 and year to date through November 2014 and 2015. Potential Future Development, Palm Desert, California Hotel Market Analysis - 1-10 Corridor Page 1 68 Historical Market Performance of the Competitive Supply Annual Percent Occupied Percent Market Average Percent Percent Year Supply Change Rooms Change Occupancy Daily Rate Change REVPAR Change 2010 587,650 N/A 301,722 N/A 51.3% $103.13 N/A $52.95 N/A 2011 587,650 0.0% 331,690 9.9% 56.4 108.15 4.9% 61.05 15.3% 2012 587,650 0.0 374,464 12.9 63.7 112.49 4.0 71.68 17.4 2013 587,650 0.0 376,280 0.5 64.0 116.56 3.6 74.64 4.1 2014 581,445 -1.1 386,814 2.8 66.5 124.15 6.5 82.59 10.7 CAAG -0.3% 6.4% 4.7% 11.8% Nov-14 YTD 532,900 N/A 354,166 N/A 66.5% $125.79 N/A $83.60 N/A Nov-15 YTD 531,075 -0.3% 371,093 4.8% 69.9% 127.47 1.3% 89.07 6.5% Source: PKF Consulting The annual hotel room supply over the last five years has remained stable as there were no additional rooms entering the market, though 2014 saw the closing of the Fairfield Inn in April. Following the economic collapse and subsequent turnaround in 2010, the market successfully recaptured half of the lost demand by year end 2010. Occupancy has shown healthy growth since 2010, with the largest increases coming in 2011 and 2012 as nationwide economic conditions vastly improved. The competitive market ended the period at 66.5 percent its highest occupancy in over a decade. Average daily rate in the competitive market has grown at above inflationary levels since 2010, with 2014 exhibiting a 6.5 percent increase over the previous year to end the period at an average daily rate of $124.15. Over the projection period, rate has grown by 4.7 percent on an annual basis. In 2014, occupancy and rate growth combined to provide a 10.7 percent increase in RevPAR (revenue per available room). Significant increases in occupancy and average daily rate have contributed to a RevPAR increase of 11.8 percent on an annual basis for the historical period. Year to date, the market rate growth has slowed. We project occupancy growth will slow down as the set approaches stabilized levels, leading to a shift in focus to rate growth. Subsequently, we expect market occupancy to drop slightly as the market takes time to absorb the new supply anticipated to enter the market. Year to date through November 2015, RevPAR is up 6.5 percent over the same period in 2014. ROOMS DEMAND FOR THE COMPETITIVE MARKET Mix of Demand The demand captured by the market is derived primarily from the leisure transient travelers and group meeting attendees. The following table summarizes the 2014 mix of demand for the competitive set. Competitive Market 2014 Mix of Demand Market Segment Room Nights Ratio Transient 310,200 80% Group 76,600 20 Total 387,000 100% Source: PKF Consulting Potential Future Development, Palm Desert, California Hotel Market Analysis - 1-10 Corridor Page 169 Transient Market Segment The transient segment is primarily composed of individual leisure travelers who come to the area for its favorable winter climate compared to other areas in the United States and various leisure venues. This segment is highly seasonal, in that the busiest months are in the winter through part of spring, whereas the early summer and fall are not as busy, thus referred to as "shoulder months." Summer is by far the low season, although hotels are able to induce demand during the summer and especially the shoulder months through targeted packages. The transient commercial segment consists of individual business travelers who stay at hotels during the course of their business engagements. The demand is derived from local companies who need to conduct business with those from out of the area and from businesspeople outside the area that are pursuing business in the local market. In the Coachella Valley, this demand consists of primarily leisure travelers, with only a small amount of individual business travelers. Much of the demand for hotel rooms originates from Southern California, Arizona and Nevada, although the region benefits from tourists departing from cooler climates in the north during the winter. The transient segment is expected to remain relatively strong within the region for the foreseeable future. In 2014, the transient market was responsible for the bulk of the growth, and it seems to have continued to exhibit growth in 2015, growing by a rate of 5.0 percent. Thereafter, growth is estimated at 3.0 percent annually. Based on the location, and level of facilities, amenities, and service offered by the subject, as well as the re-opening of the Fairfield Inn as the Springhill Suites and the anticipated construction of a potential Fairfield Inn along the 1-10 corridor at Technology Drive, it is anticipated that a total of 16,000 room nights of transient demand will be induced into the market from 2017 to 2018. These two hotels coupled with the subject hotel are anticipated to accommodate unsatisfied demand that is unable to find necessary lodging during peak demand periods, especially during the large-scale music festivals in the Coachella Valley. Leisure travelers from the five-county Southern California region with a population of more than 20 million residents will be more encouraged to choose Palm Desert, within the Coachella Valley, as a high-quality vacation destination as new, high-quality lodging enters the market. Additionally, we anticipate that new supply will satisfy increased demand stemming from the expansion of CSU and University village. Group Market Segment The group segment is the smaller segment of demand in the competitive market in terms of demonstrated room nights, although a strong group base in the shoulder and summer seasons is key to the hotel's successful performance. This segment's strength is largely due to a hotel's relationship with local meeting planners, who in turn are able to funnel group business. These groups consist of local social groups, such as reunions and other social functions, as well as national association and commercial groups utilizing the function space at the properties for meetings and conferences. The moderate climate during the winter months, the lure of the area's natural resources, the proximity of championship golf courses and tennis facilities, as well as the overall resort atmosphere Potential Future Development, Palm Desert, California Hotel Market Analysis - 1-10 Corridor Page 1 70 are factors appealing to meeting planners. Hotels within this competitive market tend to have less group business than the larger resort hotels, as they lack the meeting and event facilities as well as leisure amenities. Given the anticipated economic growth over the next several years and year-to-date trends we estimate that demand within the group segment grew by 4.0 percent in 2015, but will settle to a growth rate of 3.0 percent annually in 2016 and throughout the projection period. We find these growth rates reasonable given the current market conditions. We do not anticipate significant group demand will be induced into the market over the projection period, as the proposed additions to supply will not have the necessary facilities to accommodate large scale groups. PROJECTED GROWTH IN DEMAND Based on the foregoing analysis, future demand growth is projected to be the result of increases in both market segments, but with transient demand as the primary driver. We estimate that the market will finish 2015 at 70 percent, which incorporates year to date growth and our estimates for the final month of the year. With the anticipated addition of the Fairfield Inn in mid-2017 coupled with the re-opening of the fire-damaged Fairfield Inn as the Springhill Suites, we anticipate a drop in occupancy as the market takes time to absorb the additional supply. In 2018, the opening of the subject hotel will further drop market occupancy as the 120 rooms enter the market. We expect that the market will take three years to absorb the additional supply, ultimately stabilizing at an occupancy of 70 percent by 2021 . While the market will perform at occupancies above and below this level, the stabilized rate of occupancy is an average based on the historical performance of the competitive market as well as the market orientations of the individual properties. The following table illustrates the projected growth in supply and demand by market segment, as is, and for the projection period through 2021 Potential Future Development, Palm Desert, California Hotel Market Analysis - 1-10 Corridor Page i 71 Proposed 1-10 Corridor Hotel(Select-Service) Competitive Market Estimated Future Growth in Lodging Supply and Demand 2014-2021 2014 2015 2016 2017 2018 2019 2020 2021 ROOMS SUPPLY 1,610 Additions/(Deletions)to Supply Proposed Palm Desert Hotel(Select-Service) 120 Fairfield Inn Palm Desert(closed to be SHS) (84) (28) 112 Holiday Inn Express Indio(uddca)(Mar-14) 67 22 Likely Fairfield Palm Desert(108 rooms) 54 54 Cumulative Rooms Supply 1,593 1,587 1,587 1,753 1,927 1,927 1,927 1,927 Total Annual Rooms Supply 581,445 579,255 579,255 639,845 703,355 703,355 703,355 703,355 Growth Over the Prior Year -1.1% -0.4% 0.0% 10.5% 9.9% 0.0% 0.0% 0.0% DEMONSTRATED DEMAND IN BASE YR Transient 310,191 80% Group 76,623 20% TOTAL DEMONSTRATED DEMAND 386,814 100% INDUCED/(UNSATISFIED)DEMAND Transient 0 0 8,000 8,000 0 0 0 Group 0 0 0 0 0 0 0 TOTAL INDUCED/(UNSATISFIED)DEMAND 0 0 8,000 8,000 0 0 0 GROWTH RATES Transient 5.0% 3.0% 3.0% 3.0% 3.0% 3.0% 3.0% Group 4.0% 3.0% 3.0% 3.0% 3.0% 3.0% 3.0% PROJECTED DEMAND Transient Demonstrated 310,191 325,701 335,472 345,536 364,142 383,307 394,806 406,650 Induced/(Unsatisfied) 0 0 (9,699) 8,000 8,000 0 0 (7,660) Total 310,200 325,700 325,800 353,500 372,100 383,300 394,800 399,000 Growth Over Prior Year N/A 5.0% 0.0% 8.5% 5.3% 3.0% 3.0% 1.1% Group Demonstrated 76,623 79,688 82,078 84,541 87,077 89,689 92,380 95,151 Induced/(Unsatisfied) 0 0 (2,373) 0 0 0 0 (1,792) Total 76,600 79,700 79,700 84,500 87,100 89,700 92,400 93,400 Growth Over Prior Year N/A 4.0% 0.0% 6.0% 3.1% 3.0% 3.0% 1.1% Total Market Demand 386,800 405,400 405,500 438,000 459,200 473,000 487,200 492,400 Growth Over Prior Year N/A 4.8% 0.0% 8.0% 4.8% 3.0% 3.0% 1.1% Market Occupancy 67% 70% 70% 68% 65% 67% 69% 70% Source:CBRE Hotels Potential Future Development, Palm Desert,California Hotel Market Analysis - I-10 Corridor Page 1 72 The following table summarizes our estimates of future supply, demand, occupancy, average daily rate, and RevPAR from 2015 to 2022 Projected Market Performance of the Competitive Supply Annual Percent Occupied Percent Market Average Percent Percent Year Supply Change Rooms Change Occupancy Daily Rate Change REVPAR Change 2015 579,255 -0.4% 405,400 4.8% 70% $127.00 2.3% $ 88.88 7.6% 2016 579,255 0.0 405,500 0.0 70 131.00 3.1 91.70 3.2 2017 639,845 10.5 438,000 8.0 68 135.00 3.1 92.41 0.8 2018 703,355 9.9 459,200 4.8 65 139.00 3.0 90.75 -1.8 2019 703,355 0.0 473,000 3.0 67 143.00 2.9 96.17 6.0 2020 703,355 0.0 487,200 3.0 69 147.00 2.8 101.82 5.9 2021 703,355 0.0 492,400 1.1 70 152.00 3.4 106.41 4.5 2022 703,355 0.0 492,400 0.0 70 156.00 2.6 109.21 2.6 CRAG 2.8% 2.8% 3.0% 3.0% Source: CBRE Hotels Accommodated demand for the competitive market is projected to increase at a compound average annual rate of 2.8 percent during the projection period. This matches the increase in supply over the projection period, which indicates that the market will take the entire projection period to absorb the additional supply. Market occupancy is projected to increase to a stabilized level of 70 percent by 2021, when the market has fully absorbed new supply. Based upon the mix of demand by market segment, as well as the performance of individual hotels, we believe that this level of stabilized occupancy is both reasonable and attainable over the long-term. ESTIMATED PERFORMANCE OF THE 1-10 CORRIDOR HOTEL Penetration Analysis An analytical tool, referred to as a penetration rate or fair share index, measures the relative share of rooms demand of a hotel. If the hotel is achieving its "fair market share," the percent of demand that it is capturing is equal to the hotel's percentage share of room supply - this would be expressed as a penetration rate of 100 percent. A property with competitive advantages would be expected to penetrate its market at a rate in excess of 100 percent, whereas a hotel with competitive disadvantages would be expected to achieve penetration levels lower than 100 percent. Estimated occupancy levels for the subject hotel have been projected on the basis of a market penetration analysis, which is supported by our analysis of the site location and market area. Market penetration is defined as the actual capture of room demand in relation to its fair share of demand. Market penetration levels in excess of 100 percent of fair share suggest a hotel has competitive advantages while competitive weaknesses or positioning strategies are reflected in market penetration levels of less than 100 percent of fair market share. The actual penetration of each market segment by the subject property may deviate from fair market share for the following reasons: Potential Future Development, Palm Desert, California Hotel Market Analysis - 1-10 Corridor Page 1 73 • The competitive advantages or disadvantages of the subject hotel versus the competition taking into consideration such factors as location, room rate structure, quality and extent of amenities offered, chain affiliation, quality of management, marketing efforts and image; • The characteristics, composition and needs of each market segment; • The restraint on demand captured due to capacity constraints during certain periods of the week or season, or due to the accommodation of certain market segments; and, • Management decisions concerning target markets. Based on our analysis, the following table presents the stabilized market mix and penetration for the proposed 1-10 Corridor Hotel. Proposed 1-10 Corridor Hotel Stabilized Mix of Demand and Market Penetration Market Segment Room Nights Ratio Penetration Transient 25,800 84% 104% Group 4,900 16 85 Total 30,700 100% 100% Source: PKF Consulting The following discussion presents our rationale for the estimated stabilized mix of demand and penetration level. Projected Market Penetration and Occupancy We estimate the proposed 1-10 corridor hotel would open in 2018 and will finish its first year at an overall penetration rate of 90 percent, representing a 58 percent occupancy rate. Going forward, we expect the penetration rate to grow to 97 percent in 2019 and then to 101 percent in 2020, before settling down to stabilize at a 100 percent penetration rate, as the market stabilizes, in 2021 . Occupancy is expected to grow to 65 percent in the hotel's second year of operation before stabilizing at 70 percent in its third year of operation. The proposed 1-10 Corridor Select Service hotel is anticipated to over penetrate the transient market segment on a stabilized basis due to it being the newest product in the market and, therefore, its ability to offer high-quality facilities and accommodations. By its second year of operation, we anticipate that the proposed hotel will garner its fair share of transient demand, before stabilizing at a penetration level of 104 percent by 2021 . We expect the subject will underpenetrate the group segments given its lack of resort amenities, and the lack of event/meeting space relative to the competitive market. We have assumed that the subject hotel will not contain significant meeting space, and will underpenetrate the group segment due to what we anticipate will be a lack of meeting and events facilities. Potential Future Development, Palm Desert, California Hotel Market Analysis - 1-10 Corridor Page 74 Based on projected demand within the various markets and the competition from a variety of hotels, we estimate that the subject hotel will achieve an overall penetration rate of 100 percent with a resulting stabilized occupancy of 70 percent. The following table presents the estimated market presentation and projected occupancy of the proposed Select Service hotel along the 1-10 corridor. Proposed 1-10 Corridor Hotel (Select-Service) Market Penetration and Projected Occupancy 2018 2019 2020 2021 2022 TOTAL ROOMS AVAILABLE Proposed Palm Desert Hotel(Select-Service) 43,800 43,800 43,800 43,800 43,800 Competitive Market 703,355 703,355 703,355 703,355 703,355 ---- ---- ---- ---- ---- Fair Share of Supply 6.2% 6.2% 6.2% 6.2% 6.2% ESTIMATED TOTAL MARKET DEMAND Transient 372,100 383,300 394,800 399,000 399,000 Group 87,100 89,700 92,400 93,400 93,400 TOTAL 459,200 473,000 487,200 492,400 492,400 FAIR SHARE OF DEMAND Transient 23,200 23,900 24,600 24,800 24,800 Group 5,400 5,600 5,800 5,800 5,800 TOTAL 28,600 29,500 30,400 30,600 30,600 SUBJECT PENETRATION Transient 92% 100% 105% 104% 104% Group 80% 85% 85% 85% 85% ROOM NIGHTS CAPTURED Transient 21,300 23,900 25,700 25,800 25,800 Group 4,300 4,700 4,900 4,900 4,900 TOTAL CAPTURED DEMAND 25,600 28,600 30,600 30,700 30,700 MARKET SHARE CAPTURED 5.6% 6.0% 6.3% 6.2% 6.2% OVERALL MARKET PENETRATION 90% 97% 101% 100% 100% SUBJECT OCCUPANCY 58% 65% 70% 70% 70% MARKET MIX Transient 83% 84% 84% 84% 84% Group 17% 16% 16% 16% 16% TOTAL 100% 100% 100% 100% 100% Source: CBRE Hotels Potential Future Development, Palm Desert, California Hotel Market Analysis - 1-10 Corridor Page 1 75 Average Daily Rate and Yield Analysis Our estimate for the proposed subject is based on the average daily rates achieved by the competitive set, combined with an analysis of the previously discussed advantages and orientation of the subject property. Presented below is the historical growth in the market's average daily rate (ADR) from 2010 to 2014, and year to date November 2014 and 2015. Historical Chan a in Avera a Dail Rate Market Year ADR Change 2010 $103.13 N/A 2011 108.15 4.9% 2012 112.49 4.0 2013 116.56 3.6 2014 124.15 6.5 CAAG 4.8% Nov-14 YTD $125.79 N/A Nov-15 YTD 127.47 1.3% Source: PKF Consulting As indicated in the table above, average daily rate in the competitive market has increased at a compound average annual rate of 4.8 percent since 2010, with the most significant increase in 2014. The market average daily rate continues to trend upwards, but the growth rate has slowed, as evidenced by the 1 .3 percent increase in year to date rate. Our derivation of the average daily rate for the subject property in a stabilized year of operation is based primarily on the subject's projected market positioning, historical average daily rates achieved by the market, and information concerning the other hotel properties in the competitive supply. Considerations were also given to the comparison of the other competitive properties with the subject in terms of quality of facility, location, and mix of demand. Considering the quality and the facilities that we anticipate to be offered at the proposed hotel along the 1-10 corridor in Palm Desert, California, we project an average daily rate of $134.00 stated in 2016 dollars. This would position the hotel slightly above the market average, which we believe is reasonable given the quality and facilities of the proposed subject hotel. We project an opening average daily rate of $142.00 in 2018 increasing by 3.0 percent per year thereafter, or at the general rate of inflation. Combined with the increases in occupied room nights, this creates a compound average annual growth in RevPAR of 7.8 percent from 2018 to 2022. The following table shows our projections of occupancy, average daily rate, RevPAR, and revenue yield for the proposed 1-10 Corridor Hotel from its estimated opening in 2018 to 2022. Potential Future Development, Palm Desert, California Hotel Market Analysis - 1-10 Corridor Page 76 Projected Market Performance of the 1-10 Corridor Hotel(Select Service) Annual Percent Occupied Percent Occupancy Average Percent Percent Market Revenue Year Supply Change Rooms Change Percentage Daily Rate Change REVPAR Change Penetration Yield 2018 43,800 N/A 25,600 N/A 58% $142.00 3.0% $83.00 N/A 90% 91% 2019 43,800 0.0 28,600 11.7% 65 146.00 3.0 95.33 14.9% 97 99 2020 43,800 0.0 30,600 7.0 70 151.00 3.0 105.49 10.7 101 104 2021 43,800 0.0 30,700 0.3 70 155.00 3.0 108.64 3.0 100 102 2022 43,800 0.0 30,700 0.0 70 160.00 3.0 112.15 3.2 100 103 CAAG 0.0% 4.6% 3.0% 7.8% Source: CBRE Hotels It is possible that the proposed subject property will experience growth in occupancy and average daily rates above those estimated in this report. It is also possible that sudden economic downturns, unexpected additions to the room supply, or other external factors will force the property to perform below the projected point of stability. Consequently, the estimated occupancy and average daily rate levels are representative of the most likely potential operations of the subject hotel over the projection period based on our analysis of the market as of the date of this report. Potential Future Development, Palm Desert, California Hotel Market Analysis - El Paseo Page 1 77 HOTEL MARKET ANALYSIS — EL PASEO EL PASEO LUXURY HOTEL Facilities Recommendations Given its strategic location on El Paseo, known as the "Rodeo Drive of the Desert", the subject site just east of San Luis Rey Avenue is located in proximity to over 300 designer boutiques and numerous award-winning dining options. El Paseo is also the heart of Palm Desert's vibrant art scene as well as one-of-a-kind events, such as Fashion Week. Given these attributes the most complementary type of hotel development would be a high-end boutique hotel that effectively captures the glitz and glamour of the immediate neighborhood and is able to attract affluent travelers likely staying elsewhere within the Coachella Valley. The quality of construction and level of amenities and services are recommend to exceed that of any existing facility in the city, and on par, or potentially exceeding that which is found in the Coachella Valley. For the purpose of this analysis we have assumed that approximately 85 rooms could be developed given the relatively small site size, although ultimately the maximum allowable amount of developable hotel rooms will be a primary discussion point between city officials and the hotel developer. The Competitive Hotel Market In order to identify the competitive market of the proposed El Paseo Luxury Hotel, we have analyzed the overall Coachella Valley lodging market, specifically the collection of high-end, primarily leisure oriented hotels, and selected six properties that we estimate will offer competition to the subject hotel. It should be noted that a limited supply of such product currently exists in the local market. These competitive properties have been selected based on their size, facilities, location, similar market orientation, and rate structure. There are other lodging facilities located in the area that were excluded from the subject's competitive market due to a lack of comparable rate structures, facilities, and/or market orientation. The following chart presents the competitive supply for the proposed property. Competitive Supply Map Number of Code Property Rooms 1 Parker Palm Springs 144 2 Avalon Hotel Palm Springs 68 3 Ace Hotel 176 4 Colony Palms 57 5 The Ritz-Carlton, Rancho Mirage 260 6 DIM Springs 56 Competitive Market Total 761 Following is a map detailing the location of each of the selected competitive hotels relative to the subject. Photographs and a more detailed description of each hotel are also provided. Potential Future Development, Palm Desert, California Hotel Market Analysis- El Paseo Page 1 78 '-451 f •1.. VJs� �..y Coachella Valley Preserve D ' ,` y minion, z z Palm Springs. rtw ; `. PIr6 Arpnrt2 Desert Perk . li Memorial Thousand ,- *Awn Rd E Raman RC Cemetery `', .Nam Remm Re ; m 1 2 Fdtsqude Ave Dinah.. •' -... g y to., N w 6 e. .._. ✓-..Out .Shore p __ <r4 1' r a ^Or ^5 1 �., CALIFRNIA Gerald Ford Dri,1', . '' Ague Caherde Indian Reservation Cpye o` ai m 4_-. RIV 'S I9 E A 1 41Rancho Mlivosic"— ® I �9 � e 0 W. W„ .a , .Mey Lo.ly,_ .�. xx �p idl R/, m � `ar .i mf a' El Paseo Hotel SRc S' Waring aring Dr ,A o lndlh Mlelk C0.3110sR . .on Mgo.cononsssta a,scmm M+M016 reef ref PKF Competitive SupplyMop USA A CSRE COMPANY Potential Future Development, Palm Desert, California Hotel Market Analysis - El Paseo Page 79 Competitive Property Number One Parker Palm Springs Location Description Address: 4200 East Palm Canyon Drive Year Built: 1959 Palm Springs, CA 92264 Guestrooms: 144 Stories: 2 Distance from Subject: 8.5 miles northwest Facilities &Amenities Picture • Norma's restaurant • Mister Parker's Lounge • Poolside bar • Four clay tennis courts • Petanque court • Croquet lawn • 16,500 SF Palm Springs Yacht Club Spa with . • 21 treatment rooms and fitness room tt • 7,282 SF of Meeting Space • 2 outdoor and one indoor heated pools ti lac P • � . Gene Autry Estate villa • Private villas • Room Amenities: o Wireless high speed internet access o 40" LCD Television o Dual line telephones with data port o CD/DVD player o Mini bar o In-room safe o Iron and ironing board o Daily newspaper delivery o Bathrobes Condition & Renovations Historical Performance In 2005, the hotel constructed a new 9,000 In 2014, this property performed above the square foot meeting hall and two new pools market average in terms of both occupancy and with cabanas as part of a $27 million Jonathan average daily rate. Adler-designed remodel. In 2011 the property renovated its guestrooms throughout the hotel. The hotel is in good condition. Potential Future Development, Palm Desert, California Hotel Market Analysis - El Paseo Page 80 Competitive Property Number Two Avalon Hotel Palm Springs (Formerly Viceroy) Location Description Address: 415 South Belardo Road Guestrooms: 67 Palm Springs, CA 92262 Stories: 2 Configuration: Exterior Corridor Distance from Subject: 11.6 miles northwest Facilities &Amenities Picture • Chi Chi Restaurant and Bar • Estrella Spa • 1,664 SF Meeting Space / "'- • Outdoor Courtyards f/ • Complete Wellness Center a , • Pet Program ' • Three Outdoor Swimming Pools t sMk • Two Jacuzzis ; ( s . Irn • Room Amenities: ' •.`? it o Refrigerators o In-room entertainment center o Internet Service o Plasma Television o CD/DVD Player o iPod Speaker System o Mini bar o Two-line Telephone o Fireplaces o Private Terrace Condition & Renovations Historical Performance Unveiled as a bungalow hotel in 1933, Viceroy In 2014, this property performed above the Palm Springs was completely re-designed market average in terms of occupancy and between 2001 and 2005. More recently as part below the market average in terms of average of a repositioning and name change to the daily rate. Avalon Hotel in April 2015, the guestrooms and villas were completely redesigned. Potential Future Development, Palm Desert, California Hotel Market Analysis - El Paseo Page 181 Competitive Property Number Three Ace Hotel & Swim Club Location Description Address: 751 East Palm Canyon Drive Year Built: 1966 Palm Springs, CA 92264 Guestrooms: 176 Stories: 2 Distance from Subject: 10.5 miles northwest Amenities Picture • Kings Highway restaurant • Room service • 8,400 SF of meeting space • Front desk retail • Feel Good Spa with 4 treatment rooms • 2 outdoor heated/chilled pools • Outdoor whirlpool • Fitness room • Swim club with weekend pool parties &to • Dog park • Loaner bikes • Room Amenities: o Mini-bar o Complimentary wireless Internet o Flat-screen Television o In-Room Movies o Work desk o Two-Line Speakerphones with Voicemail and Dataports o Coffee Maker o Iron & Ironing Board o Hairdryer Condition & Renovations Historical Performance The property opened as the Ace Hotel in In 2014, this property performed above the February 2009 after a complete renovation market average in terms of occupancy and and repositioning. In April 2014 the hotel below the market in average daily rate. added a new 4,000 square foot meeting/event space. The property is considered to be in good condition. Potential Future Development, Palm Desert, California Hotel Market Analysis - El Paseo Page 82 Competitive Property Number Four Colony Palms Hotel Location Description Address: 572 North Indian Canyon Drive Year Opened: 1936 Palm Springs, CA 92262 Guestrooms: 56 Stories: 2 Distance from Subject: 12.0 miles northwest Amenities Picture • Purple Palm restaurant and bar • Y4 u » • Room service , ,e t��; ° • 1,200 SF of meeting space wmw • Concierge service • Outdoor heated pool and whirlpool • Spa with 4 treatment rooms • Fitness Center • Room Amenities: x.. o Rooms designed by Martyn Lawrence- Bullard "" - o Courtyard and patios o High-speed Internet o HD LCD Television o Stocked mini-bars o iPod docking station o In-Room Movies o Two-Line Speakerphones with Voicemail and Dataports o Coffee Maker o Iron & Ironing Board o Hairdryer Condition & Renovations Historical Performance The property reopened in 2007 following a In 2014, this property performed above the $17 million renovation. The hotel and grounds market average in terms of occupancy and are in very good condition. The property was below the market average in terms of average sold again in 2015 to Palisades Hospitality daily rate. Group, which plans to make upgrades and enhancements to the historic property's spa, guest rooms, restaurant and landscaping. Potential Future Development, Palm Desert, California Hotel Market Analysis - El Paseo Page 83 Competitive Property Number Five Ritz-Carlton Rancho Mirage Location Description Address: 68900 Frank Sinatra Drive Year Opened: 2014 Rancho Mirage, CA 92270 Guestrooms: 260 Stories: 3 Distance from Subject: 5.3 miles northwest Facilities &Amenities Picture • 15,548 SF of indoor meeting space • State Fare Bar& Kitchen • The Edge Steakhouse • Lobby Lounge • Air Pool Bar • 24-hour room service ' • 25,000 SF Spa with 15 treatment rooms ", °;+/,.- '' • Fitness center w i,411 • Business Center • 2 outdoor heated pools � ' `� � • $30 valet parking onlyAV • Ritz Kids ClubI mgr. • Room Amenities: o 5-fixture bathroom o 19" HD TV in bathroom vanity o 42" LCD flat-panel TV o Wireless Internet o Honor bar o Sleep-sounds radio with docking station o Frette bed linens o Two-line telephones o Private balconies/terraces Condition & Renovations Historical Performance After being closed for almost eight years, the In 2014, this property performed below the hotel reopened in May 2014 after an extensive competitive market average in terms of renovation. The property is in excellent occupancy and above the market in terms of condition. average daily rate. However, this is because the property was only open for eight months and is still in ramp-up. Potential Future Development, Palm Desert, California Hotel Market Analysis - El Paseo Page 184 Competitive Property Number Six Triada Palm Springs Location Description Address: 610 North Palm Canyon Drive Year Opened: 2014 Palm Springs, CA 92262 Guestrooms: 56 Stories: 2 Distance from Subject: 12.1 miles northwest Facilities &Amenities Picture • Iluminara Restaurant • Room service • Spa (coming soon) } ., ,.. • No dedicated meeting space • Outdoor courtyards • Complete wellness program 4111 • Two outdoor poolsn • Outdoor whirlpool to • $24/night valet parking 40 • Room Amenities: o Full kitchens in select rooms _411.+ o Marble bathrooms o Internet service R o 42" flat screen television o CD/DVD Player o Two-line Telephone o Iron & ironing board o Coffee/tea maker Condition & Renovations Historical Performance The newest property in the competitive set, In 2014, the Triada performed below the having opened in November 2014. Thus, the market average in terms of both occupancy and property is considered to be in excellent in terms of average daily rate. However, this condition. property only opened in mid-November 2014 and is ramping up. Potential Future Development, Palm Desert, California Hotel Market Analysis - El Paseo Page 85 Additions to Supply Throughout recent years, a number of hotels have been proposed for the Coachella Valley lodging supply. A majority of them have remained in discussion for an extensive period of time and are in various stages of the planning and development process. However given a resurgence in leisure travel and financial assistance offered by local municipalities, a collection of new lifestyle hotels are under construction in the Coachella Valley. Based on our discussions, we have included the following additions to supply, primarily in downtown Palm Springs. • As part of a continued transformation of downtown Palm Springs, a 155 room Kimpton Hotel entitled Hotel Palomar is currently under construction and set to open in late 2016. The high end boutique hotel will bring a new brand to the Coachella Valley. • As part of the Rael development along the north end of the downtown corridor in Palm Springs, Hyatt Hotels broke ground on a 150 room Andaz Hotel in December 2015. We anticipate that the luxury lifestyle hotel will open in mid- 2017. • Construction on the 156 room, three story El Paseo Hotel, an Autograph Collection by Marriott Hotel, began in November of 2015. The hotel will be located along Larkspur Lane, the former home of Fashion Week El Paseo. The hotel is expected to open at the beginning of 2017. Per earlier discussions, we have included the potential hotel development along Highway 1 1 1 @ El Paseo West as an addition to supply as it will compete in the same market as the subject hotel. We anticipate that the Highway 1 1 1 @ El Paseo site can support a 100 room hotel, with an estimated opening date of early 2020. HOTEL ROOMS DEMAND Demand for hotel rooms is categorized in three ways: - Demonstrated Demand: the demand already captured at competitive hotels; - Induced Demand: the demand that does not presently seek accommodations in the competitive market, but could be persuaded to do so through marketing efforts, room rates, facilities, services and amenities. - Unsatisfied Demand: the demand that seeks accommodations in the market but is not satisfied due to one of a number of factors: sell-outs during peak season; lack of a particular type of accommodation; lack of meeting space; or high room rates. Potential Future Development, Palm Desert, California Hotel Market Analysis - El Paseo Page 86 MARKET PERFORMANCE OF THE COMPETITIVE MARKET Competitive Market Presented in the following table is a five-year history of the growth in supply, demand, occupancy, and average daily room rate of the overall competitive market for the historical period 2010 to 2014 and year to date through November 2014 and 2015. Historical Market Performance of the Competitive Supply Annual Percent Occupied Percent Market Average Percent Percent Year Supply Change Rooms Change Occupancy Daily Rate Change REVPAR Change 2010 162,425 N/A 83,597 N/A 51.5% $180.05 N/A $92.67 N/A 2011 162,425 0.0% 98,669 18.0% 60.7 209.53 16.4% 127.28 37.4% 2012 162,425 0.0 97,535 -1.2 60.0 235.45 12.4 141.38 11.1 2013 162,425 0.0 98,810 1.3 60.8 232.49 -1.3 141.43 0.0 2014 225,770 39.0 133,027 34.6 58.9 257.92 10.9 151.97 7.5 CRAG 8.6% 12.3% 9.4% 13.2% 11/14ytd 206,955 N/A 119,807 N/A 57.9% $251.44 N/A $145.56 N/A 11/15 ytd 254,770 23.1% 165,349 38.0% 64.9% 282.42 12.3% 183.30 25.9% Source: CBRE Hotels The annual hotel room supply over the has remained stable with the exception of the opening of the Ritz-Carlton Rancho Mirage and Triada Autograph Collection in May and October of 2014 respectively, which brought additional rooms into the market in 2014 leading to a 39.0 percent increase in supply. Occupancy grew significantly in 2011 to 60.7 percent, but has since stagnated with the large increase in supply driving market occupancy down to 58.9 percent by the end of the historical period. Though it is important to note that the 39.0 percent increase in supply was accompanied by a 34.6 percent increase in occupied rooms, ensuring that market occupancy dropped only very slightly while demonstrating the ability of the market to quickly absorb new supply. Over the historical period, occupied rooms grew at a compound annual average growth rate of 12.3 percent, outpacing the annual average supply increase of 8.6 percent. Average daily rate in the competitive market has exhibited significant steady growth rates, well in excess of inflationary levels, with 2013 being the only exception. Average daily rate grew by 16.4 percent in 2011 and 12.4 percent in 2012 before exhibiting a decrease of 1 .3 percent in 2013. A 1 .3 percent increase in occupancy in 2013, ensured that RevPAR did not drop. The competitive market finished 2014 with a 10.9 percent increase in rate, caused in large part by the re-opening of the luxury Ritz-Carlton Rancho Mirage, to finish the year at a market average daily rate of $257.92. RevPAR for the period increased at a very strong CAAG of 13.2 percent. Year to date, the market is continuing its drive in capturing more occupied rooms, due in large part to its full absorption of the remaining new supply. Year to date through November 2015, average daily rate is up by 12.3 percent leading to RevPAR growth of 25.9 percent over the same period in 2014, again in large part attributable to the ramp- up of the Ritz-Carlton. Potential Future Development, Palm Desert, California Hotel Market Analysis - El Paseo Page i 87 ROOMS DEMAND FOR THE COMPETITIVE MARKET Mix of Demand The demand captured by the market is derived primarily from the leisure transient travelers and group meeting attendees. The following table summarizes the 2014 mix of demand for the competitive set. Competitive Market 2014 Mix of Demand Market Segment Room Nights Ratio Transient 91,800 69% Group 41,200 31 Total 133,000 100% Source: PKF Consulting Transient Market Segment The transient segment is primarily composed of individual leisure travelers who come to the area for its favorable winter climate compared to other areas in the United States and various leisure venues. This segment is highly seasonal, in that the busiest months are in the winter through part of spring, whereas the early summer and fall are not as busy, thus referred to as "shoulder months." Summer is by far the low season, although hotels are able to induce demand during the summer and especially the shoulder months through targeted packages. The transient commercial segment consists of individual business travelers who stay at hotels during the course of their business engagements. The demand is derived from local companies who need to conduct business with those from out of the area and from businesspeople outside the area that are pursuing business in the local market. In the Coachella Valley, this demand consists of primarily leisure travelers, with only a small amount of individual business travelers. Much of the demand for hotel rooms originates from Southern California, Arizona and Nevada, although the region benefits from tourists departing from cooler climates in the north during the winter. The transient segment is expected to remain relatively strong within the region for the foreseeable future. In 2014 the transient market made up nearly 70 percent of the estimated market demand, and it is expected to continue to drive demand growth in 2015 and beyond, growing by a rate of 3.0 percent per year. Based on the continued development and transformation of the north corridor of Highway 111 in downtown Palm Springs, coupled with the unique level of facilities and service that will be offered by the Ritz-Carlton Rancho Mirage, as well as the entrance of a high end Autograph collection hotel into the El Paseo area, all in addition to the level of facilities, amenities, and service offered by the subject, it is anticipated that a total of 117,000 room nights of transient demand will be induced into the market by 2021 . We estimate that some 28,000 room nights of transient demand were induced as a result of the opening of the Ritz-Carlton Rancho Mirage and the Triada in 2015, and we expect roughly 45,000 room nights of transient demand to be induced in 2017 as a result of the Andaz, El Paseo, Highway 111 @ El Paseo, and Hotel Palomar entering the market. We anticipate a Potential Future Development, Palm Desert, California Hotel Market Analysis - El Paseo Page 88 41.1 percent increase in hotel supply in 2017, and we expect this increase to attract a significant amount of transient demand from the five-county Southern California region with a population of more than 20 million residents to rediscover the Coachella Valley as a high-quality vacation destination full of exciting and unique hotel product. Further we find this reasonable as the proposed hotels all represent high-quality, nationally branded hotels that are currently underrepresented in the local market. Group Market Segment The group segment is the smaller segment of demand in the competitive market in terms of demonstrated room nights, although a strong group base in the shoulder and summer seasons is key to the hotel's successful performance. This segment's strength is largely due to a hotel's relationship with local meeting planners, who in turn are able to funnel group business. These groups consist of local social groups, such as reunions and other social functions, as well as national association and commercial groups utilizing the function space at the properties for meetings and conferences. The moderate climate during the winter months, the lure of the area's natural resources, the proximity of championship golf courses and tennis facilities, as well as the overall resort atmosphere are factors appealing to meeting planners. Given the anticipated economic growth over the next several years, continued economic recovery underway and year-to-date trends we estimate that demand within the group segment will increase by 3.0 percent annually throughout the projection period. We find these growth rates reasonable given the improving market conditions. We are of the opinion that a significant amount of group demand will be induced into the market due to the level and quality of the facilities offered primarily by the Ritz-Carlton as well as the Andaz. While the subject site may not accommodate significant meeting/event space, the addition of five new hotels between 2016 and 2020 should add a large amount of group-friendly facilities to the competitive market. We have estimated that 26,000 group room nights will be induced into the market between 2016 and 2022. These room nights reflect corporate groups and social events that have desired a high-end meeting experience within the Coachella Valley. PROJECTED GROWTH IN DEMAND Based on the foregoing analysis, future demand growth is projected to be the result of increases in both market segments. We estimate that the market will finish 2015 at 64 percent, which incorporates year to date growth and our estimates for the final month of the year. We anticipate continued growth in 2016 enabling a year end occupancy of 65 percent. In 2017 and 2018 we expect the significant increase in supply to drive occupancy down slightly to 62 percent. It is a testament to the ability of the market to absorb new supply that we only anticipate a slight drop in occupancy as a result of the large increase in supply over that two year period. In 2019, we expect the market occupancy to begin to increase, ultimately reaching a stabilized occupancy of 68 percent by 2022. Potential Future Development, Palm Desert, California Hotel Market Analysis - El Paseo Page 89 While the market will perform at occupancies above and below this level, the stabilized rate of occupancy is an average based on the historical performance of the competitive market as well as the market orientations of the individual properties. The following table illustrates the projected growth in supply and demand by market segment, as is, and for the projection period through 2022. Proposed El Paseo Luxury Hotel Competitive Market Estimated Future Growth in Lodging Supply and Demand 2014-2022 2014 2015 2016 2017 2018 2019 2020 2021 2022 ROOMS SUPPLY 445 Additions/(Deletions)to Supply Proposed Palm Desert El Paseo Hotel 85 Triada Autograph Collection(Oct'14) 9 47 Ritz-Carlton Rancho Mirage(May'14) 165 95 Kimpton's Hotel Palomar 52 103 Andaz Palm Springs 75 75 Autograph Collection Palm Desert-El Paseo 156 Highway 111 @ El Paseo West 100 Cumulative Rooms Supply 619 761 813 1,147 1,222 1,307 1,407 1,407 1,407 Total Annual Rooms Supply 225,770 277,765 296,745 418,655 446,030 477,055 513,555 513,555 513,555 Growth Over the Prior Year 39.0% 23.0% 6.8% 41.1% 6.5% 7.0% 7.7% 0.0% 0.0% DEMONSTRATED DEMAND IN BASE YR Transient 91,788 69% Group 41,239 31% TOTAL DEMONSTRATED DEMAND 133,027 100% INDUCED/(UNSATISFIED)DEMAND Transient 28,000 8,000 45,000 8,000 13,000 15,000 0 0 Group 12,000 2,000 15,000 2,000 2,000 5,000 0 0 TOTAL INDUCED/(UNSATISFIED)DEMAND 40,000 10,000 60,000 10,000 15,000 20,000 0 0 GROWTH RATES Transient 3.0% 3.0% 3.0% 3.0% 3.0% 3.0% 3.0% 3.0% Group 3.0% 3.0% 3.0% 3.0% 3.0% 3.0% 3.0% 3.0% PROJECTED DEMAND Transient Demonstrated 91,788 94,542 126,218 138,245 188,742 202,644 222,114 244,227 251,554 Induced/(Unsatisfied) 0 28,000 8,000 45,000 8,000 13,000 15,000 0 0 Total 91,800 122,500 134,200 183,200 196,700 215,600 237,100 244,200 251,600 Growth Over Prior Year N/A 33.4% 9.6% 36.5% 7.4% 9.6% 10.0% 3.0% 3.0% Group Demonstrated 41,239 42,476 56,110 59,853 77,099 81,472 85,976 93,705 96,517 Induced/(Unsatisfied) 0 12,000 2,000 15,000 2,000 2,000 5,000 0 0 Total 41,200 54,500 58,100 74,900 79,100 83,500 91,000 93,700 96,500 Growth Over Prior Year N/A 32.3% 6.6% 28.9% 5.6% 5.6% 9.0% 3.0% 3.0% Total Market Demand 133,000 177,000 192,300 258,100 275,800 299,100 328,100 337,900 348,100 Growth Over Prior Year N/A 33.1% 8.6% 34.2% 6.9% 8.4% 9.7% 3.0% 3.0% Market Occupancy 59% 64% 65% 62% 62% 63% 64% 66% 68% Source:CBRE Hotels Potential Future Development, Palm Desert, California Hotel Market Analysis - El Paseo Page i 90 The following table summarizes our estimates of future supply, demand, occupancy, average daily rate, and RevPAR from 2015 to 2023. Projected Market Performance of the Competitive Supply Annual Percent Occupied Percent Market Average Percent Percent Year Supply Change Rooms Change Occupancy Daily Rate Change REVPAR Change 2015 277,765 23.0% 177,000 33.1% 64% $286.00 10.9% $182.25 19.9% 2016 296,745 6.8 192,300 8.6 65 300.00 4.9 194.41 6.7 2017 418,655 41.1 258,100 34.2 62 309.00 3.0 190.50 -2.0 2018 446,030 6.5 275,800 6.9 62 319.00 3.2 197.25 3.5 2019 477,055 7.0 299,100 8.4 63 326.00 2.2 204.39 3.6 2020 513,555 7.7 328,100 9.7 64 336.00 3.1 214.66 5.0 2021 513,555 0.0 337,900 3.0 66 346.00 3.0 227.66 6.1 2022 513,555 0.0 348,100 3.0 68 357.00 3.2 241.98 6.3 2023 513,555 0.0 349,200 0.3 68 367.00 2.8 249.55 3.1 CAAG 8.0% 8.9% 3.2% 4.0% Source: PKF Consulting USA Accommodated demand for the competitive market is projected to increase at a compound average annual rate of 8.9 percent during the projection period. Market occupancy is projected to increase to a stabilized level of 68 percent by 2022, when the market has fully absorbed the new supply. Based upon the mix of demand by market segment, as well as the performance of individual hotels, we believe that this level of stabilized occupancy is both reasonable and attainable over the long-term. ESTIMATED PERFORMANCE OF THE EL PASEO LUXURY HOTEL Penetration Analysis An analytical tool, referred to as a penetration rate or fair share index, measures the relative share of rooms demand of a hotel. If the hotel is achieving its "fair market share," the percent of demand that it is capturing is equal to the hotel's percentage share of room supply - this would be expressed as a penetration rate of 100 percent. A property with competitive advantages would be expected to penetrate its market at a rate in excess of 100 percent, whereas a hotel with competitive disadvantages would be expected to achieve penetration levels lower than 100 percent. Estimated occupancy levels for the subject hotel have been projected on the basis of a market penetration analysis, which is supported by our analysis of the site location and market area. Market penetration is defined as the actual capture of room demand in relation to its fair share of demand. Market penetration levels in excess of 100 percent of fair share suggest a hotel has competitive advantages while competitive weaknesses or positioning strategies are reflected in market penetration levels of less than 100 percent of fair market share. The actual penetration of each market segment by the subject property may deviate from fair market share for the following reasons: Potential Future Development, Palm Desert, California Hotel Market Analysis - El Paseo Page 191 • The competitive advantages or disadvantages of the subject hotel versus the competition taking into consideration such factors as location, room rate structure, quality and extent of amenities offered, chain affiliation, quality of management, marketing efforts and image; • The characteristics, composition and needs of each market segment; • The restraint on demand captured due to capacity constraints during certain periods of the week or season, or due to the accommodation of certain market segments; and, • Management decisions concerning target markets. Based on our analysis, the following table presents the stabilized market mix and penetration for the proposed Luxury Hotel to be located on El Paseo. Proposed El Paseo Luxury Hotel Stabilized Mix of Demand and Market Penetration Market Segment Room Nights Ratio Penetration Transient 17,900 85% 118% Group 3,200 15 55 Total 21,100 100% 100% Source: CBRE Hotels The following discussion presents our rationale for the estimated stabilized mix of demand and penetration level. Projected Market Penetration and Occupancy We estimate the proposed boutique El Paseo Hotel could open in 2019 and will finish its first year at an overall penetration rate of 93 percent, representing a 58 percent occupancy rate. Going forward, we expect the penetration rate to grow to 100 percent in 2019 and then to 103 percent in 2020, before settling down to stabilize at a 100 percent penetration rate, as the market stabilizes, in 2022. Occupancy is expected to grow to 64 percent in the hotel's second year of operation before stabilizing at 68 percent in its third year of operation. The proposed El Paseo Luxury hotel is anticipated to over penetrate the transient market segment on a stabilized basis due to its location relative to high end- shopping and entertainment in a unique neighborhood, coupled with the superior level of facilities and amenities relative to the market characterized by the luxury nature of the hotel product. In its first year of operation, we anticipate that the proposed hotel will garner more than its fair share of transient demand, before stabilizing at a penetration level of 118 percent by 2022. We expect the subject will underpenetrate the group segment given its lack of resort amenities, and the lack of event/meeting space relative to the competitive market. We have assumed that the subject hotel will not contain significant meeting space due to the limitations imposed by the size of the subject site; Potential Future Development, Palm Desert, California Hotel Market Analysis - El Paseo Page i 92 therefore we anticipate that the subject hotel will significantly underpenetrate the group segment due to what we anticipate will be a lack of meeting and events facilities. Based on the foregoing analysis by segment, we have estimated an overall occupancy upon opening, for the subject, to be 58 percent in 2019, commensurate with an overall penetration of 93 percent. The level of penetration is commensurate with the opening penetration of other similarly sized, nationally branded properties, and is representative of the hotel's anticipated product and its location. We anticipate that the subject will stabilize at an overall stabilized penetration rate of 100 percent, resulting in an occupancy of 68 percent. The following table depicts a summary of our estimated performance of the subject hotel. Potential Future Development, Palm Desert, California Hotel Market Analysis - El Paseo Page 1 93 Proposed El Paseo Luxury Hotel Market Penetration and Projected Occupancy 2019 2020 2021 2022 2023 TOTAL ROOMS AVAILABLE Proposed Palm Desert El Paseo Boutique Hotel 31,025 31,025 31,025 31,025 31,025 Competitive Market 477,055 513,555 513,555 513,555 513,555 Fair Share of Supply 6.5% 6.0% 6.0% 6.0% 6.0% ESTIMATED TOTAL MARKET DEMAND Transient 215,600 237,100 244,200 251,600 252,400 Group 83,500 91,000 93,700 96,500 96,800 TOTAL 299,100 328,100 337,900 348,100 349,200 FAIR SHARE OF DEMAND Transient 14,000 14,300 14,800 15,200 15,200 Group 5,400 5,500 5,700 5,800 5,800 TOTAL 19,400 19,800 20,500 21,000 21,000 PENETRATION SUBJECT ETRA ON Transient 110% 118% 120% 118% 118% Group 50% 55% 58% 55% 55% ROOM NIGHTS CAPTURED Transient 15,400 16,900 17,700 17,900 18,000 Group 2,700 3,000 3,300 3,200 3,200 TOTAL CAPTURED DEMAND 18,100 19,900 21,000 21,100 21,200 MARKET SHARE CAPTURED 6.1% 6.1% 6.2% 6.1% 6.1% OVERALL MARKET PENETRATION 93% 100% 103% 100% 100% SUBJECT OCCUPANCY 58% 64% 68% 68% 68% MARKET MIX Transient 85% 85% 84% 85% 85% Group 15% 15% 16% 15% 15% TOTAL 100% 100% 100% 100% 100% Potential Future Development, Palm Desert, California Hotel Market Analysis - El Paseo Page 94 Average Daily Rate and Yield Analysis Our estimate for the proposed subject is based on the average daily rates achieved by the competitive set, combined with an analysis of the previously discussed advantages and orientation of the subject property. Presented below is the historical growth in the market's average daily rate (ADR) from 2010 to 2014, and year to date November 2014 and 2015. Historical Chan a in Avera a Dail Rate Market Year ADR Change 2010 $180.05 N/A 2011 209.53 16.4% 2012 234.45 12.4 2013 232.49 -1.3 2014 257.92 10.9 CAAG 9.4% Nov-14 YTD $251.44 N/A Nov-15 YTD 282.42 12.3% Source: PKF Consulting As indicated in the table above, average daily rate in the competitive market has increased at a compound average annual rate of 9.4 percent since 2010, with the most significant increase in 2011 as the economic recovery was in full swing. The market average daily rate continues to trend upwards as evidenced by the 12.3 percent increase year to date through November. Our derivation of the average daily rate for the subject property in a stabilized year of operation is based primarily on the subject's projected market positioning, historical average daily rates achieved by the market, and information concerning the other hotel properties in the competitive supply. Considerations were also given to the comparison of the other competitive properties with the subject in terms of quality of facility, location, and mix of demand. Considering the quality and the facilities that will be offered at the proposed boutique hotel at El Paseo in Palm Desert, California, we project a stabilized average daily rate of $335.00 stated in 2016 dollars. This would position the hotel above the market average, which we believe is reasonable given the quality and facilities of the proposed subject hotel. We project an opening average daily rate of $366.00 in 2019 increasing by 3.0 percent per year thereafter, or at the general rate of inflation. Combined with the increases in occupied room nights, this creates a compound average annual growth in RevPAR of 7.2 percent from 2019 to 2023. The following table shows our projections of occupancy, average daily rate, RevPAR, and revenue yield for the proposed Luxury Hotel to be located on El Paseo from its estimated opening in 2019 to 2023. Potential Future Development, Palm Desert, California Hotel Market Analysis - El Paseo Page 95 Projected Market Performance of the El Paseo Luxury Hotel Annual Percent Occupied Percent Occupancy Average Percent Percent Market Revenue Year Supply Change Rooms Change Percentage Daily Rate Change REVPAR Change Penetration Yield 2019 31,025 N/A 18,100 N/A 58% 366.00 3.0% 213.52 N/A 93% 103% 2020 31,025 0.0% 19,900 9.9% 64 377.00 3.0 241.81 13.3% 100 111 2021 31,025 0.0 21,000 5.5 68 388.00 3.0 262.63 8.6 103 114 2022 31,025 0.0 21,100 0.5 68 400.00 3.0 272.04 3.7 100 111 2023 31,025 0.0 21,200 0.5 _ 68 412.00 3.0 281.53 3.6 100 111 CAAG 0.0% 4.0% 3.0% 7.2% Source: CBRE Hotels It is possible that the proposed subject property will experience growth in occupancy and average daily rates above those estimated in this report. It is also possible that sudden economic downturns, unexpected additions to the room supply, or other external factors will force the property to perform below the projected point of stability. Consequently, the estimated occupancy and average daily rate levels are representative of the most likely potential operations of the subject hotel over the projection period based on our analysis of the market as of the date of this report. Potential Future Development, Palm Desert, California Hotel Market Analysis - Highway 111 Page l 96 HOTEL MARKET ANALYSIS — HIGHWAY 111 HIGHWAY 111 BOUTIQUE HOTEL Facilities Recommendations Within the Highway 111 Study Area the site identified as El Paseo West presents an opportunity for a unique hotel development given the specific site characteristics and existing improvements that could potentially be repurposed as operational and support facilities for the proposed hotel. The site is located just west of Highway 1 1 1, the primary and most heavily trafficked thoroughfare in the Coachella Valley, which allows for excellent accessibility, but offers a serene sense of place and calm given that it is shielded from the road by natural vegetation and at a slightly lower elevation. Lastly, the site should benefit from its proximity to the western edge of the El Paseo fashion district, as its name aptly suggests. Therefore we are of the opinion that the site presents an opportunity for the development of an approximately 100-room boutique hotel representing the character of the desert landscape and taking advantage of existing improvements on the site that could be repurposed to facilities to support the hotel, such as restaurant and meeting space and back of the house support spaces. The hotel could potentially be developed in a collection of low-rise and or casita buildings in order to offer a secluded and relaxing oasis. The Competitive Hotel Market In order to identify the competitive market of the proposed Highway 111 Hotel, we have analyzed the overall Coachella Valley lodging market, specifically the collection of high- end, primarily leisure oriented hotels, and selected six properties that we estimate will offer competition to the subject hotel. As has been previously noted that a limited supply of such product currently exists in the local market and therefore the Highway 111 boutique hotel would be anticipated to compete with the same competitive set of hotels as the El Paseo Hotel. These competitive properties have been selected based on their size, facilities, location, similar market orientation, and rate structure. There are other lodging facilities located in the area that were excluded from the subject's competitive market due to a lack of comparable rate structures, facilities, and/or market orientation. The following chart presents the competitive supply for the proposed property. Competitive Supply Map Number Code Property of Rooms 1 Parker Palm Springs 144 2 Avalon Hotel Palm Springs 68 3 Ace Hotel 176 4 Colony Palms 57 5 The Ritz-Carlton, Rancho Mirage 260 6 Triada Palm Springs 56 Competitive Market Total 761 Potential Future Development, Palm Desert, California Hotel Market Analysis - Highway 1 1 1 Page 97 Following is a map detailing the location of each of the selected competitive hotels relative to the subject. Photographs and a more detailed description of each hotel have not been included again and can be referenced in the competitive set discussion for the El Paseo Hotel. Similarly, we have not repeated the discussion of market supply and demand. Potential Future Development, Palm Desert, California Hotel Market Analysis - Highway 1 1 1 Page 198 Vial CFef10 Coachella Valley Preserve 1 v v\ °rs�dn. �� k ii!a itz- z,,,FsYn \ I ,t Desert Park �'� Memorid Cemetery lhousen0 Pelrns ` 3 `° ( 4naAa.A mammm 1 o •:,,r CALIFORNIA "' ' '`... __(3xakJ_F A Dr A - =a_ --,, #' 1 SAy ' .11 Aqua Caliente '.� o`I 1----F—.. Indian Reservation R I '' S I`.D E + ., l� --, 3 6 \ f ,,,,TN Ln i k, Tied Awing Dr •a.,,111IIctei Site n m _ I CONSULTING Competitive Supply Map USA A('HHF COMPANY Potential Future Development, Palm Desert, California Hotel Market Analysis - Highway 111 Page 199 ESTIMATED PERFORMANCE OF HIGHWAY 111 BOUTIQUE HOTEL Penetration Analysis An analytical tool, referred to as a penetration rate or fair share index, measures the relative share of rooms demand of a hotel. If the hotel is achieving its "fair market share," the percent of demand that it is capturing is equal to the hotel's percentage share of room supply — this would be expressed as a penetration rate of 100 percent. A property with competitive advantages would be expected to penetrate its market at a rate in excess of 100 percent, whereas a hotel with competitive disadvantages would be expected to achieve penetration levels lower than 100 percent. Estimated occupancy levels for the subject hotel have been projected on the basis of a market penetration analysis, which is supported by our analysis of the site location and market area. Market penetration is defined as the actual capture of room demand in relation to its fair share of demand. Market penetration levels in excess of 100 percent of fair share suggest a hotel has competitive advantages while competitive weaknesses or positioning strategies are reflected in market penetration levels of less than 100 percent of fair market share. The actual penetration of each market segment by the subject property may deviate from fair market share for the following reasons: • The competitive advantages or disadvantages of the subject hotel versus the competition taking into consideration such factors as location, room rate structure, quality and extent of amenities offered, chain affiliation, quality of management, marketing efforts and image; • The characteristics, composition and needs of each market segment; • The restraint on demand captured due to capacity constraints during certain periods of the week or season, or due to the accommodation of certain market segments; and, • Management decisions concerning target markets. Based on our analysis, the following table presents the stabilized market mix and penetration for the proposed boutique hotel to be located on Highway 1 1 1 . Proposed Highway 111 Boutique Hotel Stabilized Mix of Demand and Market Penetration Market Segment Room Nights Ratio Penetration Transient 20,000 80% 112% Group 4,900 20 72 Total 24,900 100% 100% Source: PKF Consulting Potential Future Development, Palm Desert, California Hotel Market Analysis - Highway 111 Page 1100 The following discussion presents our rationale for the estimated stabilized mix of demand and penetration level. Projected Market Penetration and Occupancy We estimate the proposed Highway 111 Boutique Hotel could open in 2020 and will finish its first year at an overall penetration rate of 90 percent, representing a 58 percent occupancy rate. Going forward, we expect the penetration rate to grow to 99 percent in 2021 and then stabilizing at a 100 percent penetration rate in its third year of operation, 2022. Occupancy is expected to grow to 65 percent in the hotel's second year of operation before stabilizing at 68 percent in its third year of operation. The proposed Highway 111 @ El Paseo hotel is anticipated to garner above its fair share of transient market demand on a stabilized basis due to its unique location in a desert-specific environment allowing for a wellness-driven, indigenous hotel. While not in the heart of El Paseo, the subject's proximity to El Paseo shopping will aid in its ability to attract transient demand. In its first year of operation, we anticipate that the proposed hotel will garner its fair share of transient demand, before stabilizing at a penetration level of 112 percent by 2022. We expect the subject will underpenetrate the group segments given its lack of resort amenities, and the relative lack of event/meeting space compared to the competitive market. The subject site does allow for the opportunity to make use of existing improvements to provide meeting facilities to cater to group demand. The existing buildings can be repurposed into event and meeting space. It is our expectation that the subject's facilities will allow it to garner a penetration level of 72 percent relative to the group market segment on a stabilized basis; the subject hotel is not expected to significantly underpenetrate the group segment. Based on the foregoing analysis by segment, we have estimated an overall occupancy upon opening for the subject to be 58 percent in 2020, commensurate with an overall penetration of 90 percent. The level of penetration is commensurate with the opening penetration of other similarly sized, nationally branded properties, and is representative of the hotel's anticipated product and its location. We anticipate that the subject will stabilize at an overall stabilized penetration rate of 100 percent, resulting in an occupancy of 68 percent. The following table depicts a summary of our estimated performance of the subject hotel. Potential Future Development, Palm Desert, California Hotel Market Analysis - Highway 111 Page ( 101 Proposed Highway 111 Boutique Hotel Market Penetration and Projected Occupancy 2020 2021 2022 2023 2024 TOTAL ROOMS AVAILABLE Proposed Highway 111 @ El Paseo Boutique Hotel 36,500 36,500 36,500 36,500 36,500 Competitive Market 513,555 513,555 513,555 513,555 513,555 Fair Share of Supply 7.1% 7.1% 7.1% 7.1% 7.1% ESTIMATED TOTAL MARKET DEMAND Transient 237,100 244,200 251,600 252,400 252,400 Group 91,000 93,700 96,500 96,800 96,800 TOTAL 328,100 337,900 348,100 349,200 349,200 FAIR SHARE OF DEMAND Transient 16,900 17,400 17,900 17,900 17,900 Group 6,500 6,700 6,900 6,900 6,900 TOTAL 23,400 24,100 24,800 24,800 24,800 SUBJECT PENETRATION Transient 100% 110% 112% 112% 112% Group 65% 70% 72% 72% 72% ROOM NIGHTS CAPTURED Transient 16,900 19,100 19,900 20,000 20,000 Group 4,200 4,700 4,900 4,900 4,900 TOTAL CAPTURED DEMAND 21,100 23,800 24,800 24,900 24,900 ---- ---- ---- ---- ---- MARKET SHARE CAPTURED 6.4% 7.0% 7.1% 7.1% 7.1% OVERALL MARKET PENETRATION 90% 99% 100% 100% 100% SUBJECT OCCUPANCY 58% 65% 68% 68% 68% MARKET MIX Transient 80% 80% 80% 80% 80% Group 20% 20% 20% 20% 20% TOTAL 100% 100% 100% 100% 100% Source: CBRE Hotels Potential Future Development, Palm Desert, California Hotel Market Analysis - Highway 111 Page 1102 Average Daily Rate and Yield Analysis Our estimate for the proposed subject is based on the average daily rates achieved by the competitive set, combined with an analysis of the previously discussed advantages and orientation of the subject property. Presented below is the historical growth in the market's average daily rate (ADR) from 2010 to 2014, and year to date November 2014 and 2015. Historical Chan a in Avera a Dai Rate Market Year ADR Change 2010 $180.05 N/A 2011 209.53 16.4% 2012 234.45 12.4 2013 232.49 -1.3 2014 257.92 10.9 CAAG 9.4% Nov-14 YTD $251.44 N/A Nov-15 YTD 282.42 12.3% Source: PKF Consulting As indicated in the table above, average daily rate in the competitive market has increased at a compound average annual rate of 9.4 percent since 2010, with the most significant increase in 2011 as the economic recovery was in full swing. The market average daily rate continues to trend upwards as evidenced by the 12.3 percent increase year to date. Our derivation of the average daily rate for the subject property in a stabilized year of operation is based primarily on the subject's projected market positioning, historical average daily rates achieved by the market, and information concerning the other hotel properties in the competitive supply. Considerations were also given to the comparison of the other competitive properties with the subject in terms of quality of facility, location, and mix of demand. Considering the quality and the facilities that will be offered at the proposed boutique hotel on Highway 111 in Palm Desert, California, we project a stabilized average daily rate of $268.00 stated in 2016 dollars. This would position the hotel below the market average, which we believe is reasonable given the quality and facilities of the proposed subject hotel The competitive market is generally comprised of higher end luxury properties with more brand equity, and the subject is likely to occupy a wellness-driven, eco-friendly niche below the market average daily rate. We project an opening rate of $301 .00 in 2020 increasing by 3.0 percent per year thereafter, or at the general rate of inflation. Combined with the increases in occupied room nights, this creates a compound average annual growth in RevPAR of 7.4 percent from 2020 to 2024. Potential Future Development, Palm Desert, California Hotel Market Analysis - Highway 111 Page 1103 The following table shows our projections of occupancy, average daily rate, RevPAR, and revenue yield for the proposed Highway 111 Boutique Hotel from its estimated opening in 2020 to 2024. Projected Market Performance of the Highway 111 Boutique Hotel Annual Percent Occupied Percent Occupancy Average Percent Percent Market Revenue Year _ Supply Change Rooms Change Percentage Daily Rate Change REVPAR Change Penetration Yield 2020 36,500 N/A 21,100 N/A 58% $301.00 3.0% $174.00 N/A 90% 81% 2021 36,500 0.0% 23,800 12.8% 65 310.00 3.0 202.14 16.2% 99 89 2022 36,500 0.0 24,800 4.2 68 320.00 3.0 217.42 7.6 100 90 2023 36,500 0.0 24,900 0.4 68 329.00 3.0 224.44 3.2 100 90 2024 36,500 0.0 24,900 0.0 68 339.00 3.0 231.26 3.0 100 90 CAAG 0.0% 4.2% 3.0% 7.4% Source: CBRE Hotels It is possible that the proposed subject property will experience growth in occupancy and average daily rates above those estimated in this report. It is also possible that sudden economic downturns, unexpected additions to the room supply, or other external factors will force the property to perform below the projected point of stability. Consequently, the estimated occupancy and average daily rate levels are representative of the most likely potential operations of the subject hotel over the projection period based on our analysis of the market as of the date of this report. Potential Future Development, Palm Desert, California TERMS AND CONDITIONS 1. The Terms and Conditions herein are part of an agreement for consulting services (the "Agreement" ) between CBRE, Inc. (the "Consultant") and the client signing this Agreement, and for whom the consulting services will be performed (the "Client"), and shall be deemed a part of such Agreement as though set forth in full therein. The Agreement shall be governed by the laws of the state where the consulting office is located for the Consultant executing this Agreement. 2. Client shall be responsible for the payment of all fees stipulated in the Agreement. 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Client shall provide Consultant with such materials with respect to the assignment as are requested by Consultant and in the possession or under the control of Client. Client shall provide Consultant with sufficient access to the Property to be analyzed,and hereby grants permission for entry unless discussed in advance to the contrary. 11. The data gathered in the course of the assignment (except data furnished by Client) and the report prepared pursuant to the Agreement are, and will remain, the property of Consultant. With respect to data provided by Client, Consultant shall not violate the confidential nature of the Consultant-Client relationship by improperly disclosing any proprietary information furnished to Consultant. 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The time period stated in this section shall not be extended by any incapacity of a party or any delay in the discovery or accrual of the underlying claims,causes of action or damages. 3OUTIQU - HOT - L I \ VEST (VENT & DEVELOPVENT OPPORTU \ ITY E \ TADADELPASEO 72559 HIGHWAY 111 1 CITY OF PALM DESERT CITY MANAGER'S OFFICE 73-510 FRED WARING DRIVE Ir � PALM DESERT, CA 92260 + TA3L = O r CONTENTS ProertyDes� -r.xa x �. ° Land Use + Deli - on ept • 3 Market Profile: Coachella Valley + Palm Desert 4 Competitive Supply + Market Performance 1.U4't�ti 4", -�. 1f . k f ti `4T N l LI 1. • y"'(. r.-I i. .. .:' • V.• ✓•Y I :•. '''''-'A'i ti t t'. :•‘ . 4 : i' O E\ \ 4 _ ,, t � � ` ` K \ . 1. `t. n,M i a I 1•� ,, II. . - liyi / Io. f + .� ' -� or 4 " I ^L' i ti •,;:' N , 4.6i ` 4. .'F �\,� k✓' r e', t f' . " I tY \ `, r to i.i" Y --.ALL-,.. "...'. , -. , `l .$ . ; d $ DROP RTY PRODERTY OVEVI - W The 2.69-acre subject property is located at 72559 Highway 111, Palm Desert, on the southwest corner of Highway 111 and El Paseo ("Property"). The Property is composed of two parcels, APNs 640-370-016 and 640-370-018, owned by the City of Palm Desert and the Successor Agency to the Palm Desert Redevelopment Agency, respectively. The two parcels straddle the Henderson Community Building, home to the Palm Desert Chamber of Commerce. The larger 11-acre site, known as Entrada Del Paseo, is the entryway into the exclusive El Paseo Shopping District, commonly referred to as the "Rodeo Drive of the Desert," and also sits catty-corner from the Westfield Palm Desert mall offering almost 500,000 square feet of specialty retail space. The prime location of the Property makes it a unique opportunity site for a mid-size boutique hotel with a wellness-centered focus and design. This opportunities booklet ("Booklet") provides relevant information about the Property, the City's development standards, a proposed „' development concept for the site, and relevant market data. 72559 HG — WAY 111 The City of Palm Desert("City") is actively promoting new hotel development opportunities in the El Paseo Shopping District and along the Highway 111 and 1-10 Freeway commercial corridors. UNIQUE INVESTMENT The City has assembled this booklet to engage prospective investors and development partners OPPORTUNITY ON HIGHWAY about prime hotel opportunity sites in the City. In preparation of this booklet, the City hired PKF 111 AT THE ENTRANCE TO Consulting USA ("PKF") to conduct a Future Market Demand Analysis of the study area and THE EXCLUSIVE EL PASEO Urban Futures, Inc. ("UFI")to provide more site-specific market data that is relevant and important SHOPPING DISTRICT for prospective investors and developers. II { __IA, Property LL THE ENTRADA PROPERTY -4tsibteFrom El Pa seo, (y Fighw ay 111 and Town Center Way -Zoning: OP& C-1 -Land Use: C-OP I— 4111.1110mo -CUP Requirements W '_ Air . . �`— Vi,tb bty 2020 Households By Income* O -yam , '• ,�, High D.aity Traffic Counts-40,000 9 immimmimmummummummimammemnimmum --`x." _, --- Attraction&Activity 5.4 '= 10.4 % Location, location, location!!! 14.4 ," 1 { 10.9 % "Sx 2015 AVERAGE MEDIAN AGE: 11.9 % Population 15.2 ti% 4 b.3 *0-5 Mites from Property Alsv- k .�..�t.1Z1,l,.111i..1 N� 11„IL1L1ji.jui.1IL1i S15 000 524.999 � ��zok i 525,000-534.999S35.000-549999,,�,. ,,�,,L , , L„L L ,L s50.000-S74.999 11 j i i i i 11 L L ■ $75.000-599,999 0-1 1-3 3-5 *0-1 Mite from Property * $100,000-5149 999 `Blue= 2010 am $150.000-5199.999 ;Red =2015 111. $200.000. 'Gold=2020 REGIONAL LOCATION & ACCESS , /i, Bob Hope Drive # t illific k. iih', LI 1, Montere Aver '.,•'.. • ..-„,- ' , - ..,,,.. L--:40kft le — - 41:r04:4, .. 7r a p - y • , b .,V. 4 ZR,1,' y 6' i S -? I ._ir-.,,.,,. • ',"i x N 1 £ ...‘.--''—e:, x it ..a e. v: *' 's., .t .,. } i ; . ,.7 ryi s,..; . 4,,,,„ 0._, . 3,••f IL' -T%S. '.' . .... , .4 „.4,‘"atif 4 ''''.----'-'. "'""r.'''''''''''''' '''`''''.14 �x * •bV 1 CF. 1. ' 3 .V° H 1 i•iii 4aai s uol6uiyseM S a. ern .5 -` h. ♦ i � ( _) ptc ,..i„.-.: 1..) , e- 7s .- ' _ , `l... tea. rr W , y ,_,. '*.i‘N.:::\R. --'-'":"410-' - 71r. '''.:4''f.."'':' ,, _ v < \L.., ....,. -, - • ' .t--' IWO uCJ .., .....;17, ...‘ el..'-'• ‘ ..\..,.,. N.%'•.,.. — .,...--..."*J.,-, •-,.. , . • " N ;,y . `"• . - - T S , io- . 40011‘ -,,,,,..,.. . . . r s !e r 5 ? ,lir,„014.,...77; .4 i r. :. !LP.' ' "...;'4,,,.' . :. ''''::::.,,,,7':,.,_- '...,..- '7*r/. ' :... 6 ,,, 'will/0: 0.=.0 �iQEt� VISIBILITY ACCESS With direct frontage along Highway 111,the site has outstanding visibility The site has direct access from Highway 111 via an existing private road from the highway. A two-story project would be visible from El Paseo. that serves the Henderson Community Building and the adjacent Palm Spring Museum at Palm Desert and Sculpture Garden. The site also has access from El Paseo via Painters Path. n �9 ,. _ �. yew, �\ f y a --. -. t /Qa%. p`-4�• `� --...._ o y f,/ . > - • Q t , • 7 0 ... P.,/' S, ' ,• .: . ;j2 It 2 \ ,.. ,. Q -f4 ; _ �y 0 +111."P".4•O K «, yam; SFC.19?.5S..R.6E i.,. wa 840.37 r. rsw. .'wwa tinaF w OCT O*ref • i _ .r� , / �o d , % 0 - ° - - a N la29317b'1 WEI WI IRS m,•••••rf.UR.1• 1:14 ti 229f3.71,Mx R 03 ism I.111u (....5 .1. rs' , 0 i i• . . _ _ ...---...,7.t ,_..., .., .. .. _ ............_ , ,..... , 1 ,,.. _ . . ....,..., , ...it --Aiiii,•• 1—_i :_. -. ----lb- - I :KYS . .• enne ... ,,, ,,----- ..... .. .,, ...... . ....„. 4, ....,.. i : '• ,,,,, ...-------- - ,...,!4-..---i.... ..._ _ , , __., * : . ,I .t.t... .„ . ........... , ...... _ . ..... .- -- . - 1.4'' O.IP • 1.- .y. . . _._ ... . .. __ (i) w estfield Palm Desert ., ,.... rY . I I I . Almost 500,000 square feet of specialty retail store space ... .-i- , n ...., . !. . .. U .-, ..macy's p- -..............„ _ . . > 1 . 1 O / 1 _ : . - _ l a .... .,„....._. ....._,, ..... ,, '.... 1:., ..:. .i..t.--..'"*:'. '•.'„.14'i liii', ''''' : :'',',.:::,_ '11" ,,..,,........_,,,,...._,_ . ' . ..... U , * --*zta, 7 BARIUMBLE- -- - . 4- : 4111Wrt.!.1.4. 41_7: .": il tet, a LLB ....,. 110 ' Ir. I 1.111111.121 I . . MILIII.:_.-_.. - - I, f onts I I. -:„ --"I• ' i116,' ,.,;. ''' '..--' •--- .,.. ... . _.,.._.... ,„ ,_ .............._ .--• ‘ ---,----- ..„., , A 4.T5K '. .',",...r; : m f At_ a M i j a• • A • , � • ti• - `+' Yam'. • r i t 1 , If t s. x , , t . . mow.. • .. � ''� '� ref , f & 3'� -r�,.1 • i i«t i sN� � r . t 1 1,.. r h gt 1_ 1 Page ) app'ng DitriC f . 1 ' /4 de Ga-e 0/t% e d ei�t ,e--`' ��I tipY, More than 300 world-class shops, clothing boutiques, art galleries,jewelers, restaurants, A '" . , «' - •- 1 and more I .r • .. ' P/V.V IN Si RT fi ► "*" t 1,1+ ' r ,,' al: _ ) „. I it ji. A ___I-, ,,, t ,�! s ' t : d ii, Al:. y",E r W Retail Sales(1-mile Market Area,2015 Data) s UClothing&Clothing Accessones Stores ="---------_.._..._.._...___.___—__.. General Merchandise Stores r t ZFood&Beverage Stores r r Gte Md Ford Ur Food Services&Drinking Places r t < Health&Personal Care Stores i Sporting Goods,Hobby,Book&Music.i mints a Misc.Merchandise Stores r `'hate-" Furniture&Home Furnishings Storm t t r Rd Electronics&Appliance Stores L_1 nV Gasoline Stations =3 s Motor Vehicle&Parts Dealers 0 O F.idg Materials,Garden Equip.&Supply. t l,v Retail Sales(3-mile Market Area,2015 Data) Nonstore Retailers W 5(50,000,000) $50,000,000 $150,000,000 $250,000,000 ':n Food&Beverage Stores Clothing&Clothing Accessories Stores Food Services&Om king Places General Merchandise Stores W Motor Vehicle&Parts Dealers Health&Personal Care Stores , Furniture&Home Furnishings Stores "v Misc.Merchandise Stores •e„ Sporting Goods,Hobby,Book&Mu,.. s Electronics&Appliance Stores aNs Gasoline Stations — `° Bldg Materials,Garden Equip.&Supply_ ♦ �r+� Nonstore Retailers ♦ r, Nonstore S50,000,000 $150,000,000 5250,000,000 S350,000,000 t W 1-mile Radius ,./' Retail Trade: 399 Businesses ..' $665,941,515 Sales . 1n,A an �� well,. • Food &Drink: 301 Businesses (J) $569,327,136 Sales n/ Lgt Crk: i<a$ wrt 4 LLI 3-mile Radius Retail Trade: 915 Businesses ♦ $1,459,760,510 Sales The n• ; ♦♦ s Food &Drink: 696 Businesses M, a""'e ♦♦ Q $1,258,900,677 Sales ""' ♦♦ ♦ U �:n Retail Sales(5-Mile Market Area,2015 Data) General Merchandise Storm 5-mile Radius Food&Beverage Stores Clothing&Clothing Accessories Stores Retail Trade: 1,085 Businesses Food Services&Drinking Places $1,810,685,712 Sales Motor Vehicle&Parts Dealers Health&Personal Care Stores ----- - - Z Food &Drink: 800 Businesses Furniture&Home Furnishings Stores Misc Merchandise Stores $1,560,956,322 Sales .Sporting Goods,Hobby,Book&Moser O Electronics&Appliance Stores Gasoline Stations U Q 0 55 �.� Bldg Materials,Garden Equip.&Supply-_.- . - Nonstore Retailers L_ J 1 i 1 Miles _ 5l50.000,000) ss0,000,000 $150,000,000 $250,000,000 5350,000.000 ()) r , Retail Trade Job Clusters(#Employees 5-mile Radius) wEating&Drinking Places 1 Nsirs H Miscellaneous Retail I I viasac Gerold Ford Or ,luln Golf ) Apparel&Accessory Stores I I Coti n + V Food Stores r D General Merchandise Stores ' ' - Itaaratt, Y Snafu.. Furniture&Home Furn is twigs I , Rrlge -. Auto Dealers,Gas Stations,Auto Aftermarket I I fr � '""sr. U Home Improvement O11 Fr,nx afn.nan Palmt?b%t, "t no,..xE NW = 0 1,000 2,000 3,000 4,000 5,000 6,000 arbor" Csuoiry C trl ... 'n Ca ' -.. i c O f IndustrialJob Clusters(#Employees 5-mile Radius) - Coun by Club Ors _.. • ,_ounvyaa6 Construction ' Slum* Agriculture&Mining I (bunny CWt Manufacturing r Transportation 'Communication t_--- ,i C�Y °""''-LI— Wholesale Trade I Utility , I W0 500 1,000 1,500 2,OOU 2,500 — arra P, Fr.d Waring Dr i� 1-mile RadiuIlis'ct U.' rt 1,064 Businesses Ina.n 9,847 Employees _ _ Ill _, m welt%.. ,, • • U CaJrsu u < Mils Fri'* `Aoleo,n :LAI :bueNln sirs..6 3-mile Radius ' = 3,862 Businesses O38,042 Employees Profession alJob Clusters(# Employees 5-mile Radius) ZReal Estate,Holding,Other Investment Offices I ' Government I I 0 5-mile Radius Banks,Savings&Lending Institutions I ' 4,925 Businesses Securities Brokers ' U51,136 Employees Insurance Carriers&Agents ' I Unclassified Establishments I 1 W 0 500 1,000 1,500 2,000 2,500 3,000 s Services Job Clusters(# Employees 5-mile Radius) w Other Services r I g Health Services r- — yam` Hotels&Lodging ' ' o" Motion Pictures&Amusements ' ' $ Education Institutions&Libraries I I i Legal Services O Automotive Services 0 2,000 4,000 6,000 8,000 10,000 (� i... • :r , . iAt, a , . '. '*ti�. -, - . ° E-'S :' _ 111, '._.-. • ' ,: 3 .r a.� ;. '"} '�( i r3' ". '�0�# "i r 1 a •'fig :. . , ,, , - , " ,aw kn. 40411 7 4 v 1t'4t" P'*I � ' 4! ,,''g +C - tit 2015 -ADT " ',..: 'i , �,.4. .r:,' '1 I �c 47.4 .171i� 4,Tl+'litc 24,446 ■•!° , 2015 ADT ' . t a " _ 2015 ADT _ 0 37,990 2015 ADT �* �#=l . `, ,r'=re'_ 2015 ADT $ 16,590 r ° 1 ey r _. •rya t;_ ty �./71fi�~•. iT r F1 6,001 15k r _ " 6,001-15k �,r .m�, .. ,, If ••• ,f F., „ . .......r ..1. ' ''‘ .:":". .4k. -- . LL ,_ 3� .:. �/�T... d�7 - `H1 "+4�»¢M�.!{43rr't$'�#i k!1�•k • ..}i� Z .. . �' a a 4+1a :��7 '.`E 114 1 : a t� ,R1,brte i , !r. A. * ., •l 9C t C i rt _ 2 . t. ems' .rt{� a rti'{ `P L.#4t! { .:. ;is, .. 4. 72559 Highway 111 p „ ' ' �* a ,_.. r 1 .k it r s, :if.. "., z 46 t #1 ca Y - ,. 1 y # r.i , . a tom+.= .+.+ 41 . . 2015 -ADT a i�1r, _ t j _;rrs iiMWit `t *T 1 151111 ,001 30k ►241 .4, .• .«� , •�,' '4•. +t` �,."` r r• .. ,1 •6;• _ .l: i _' , f '6 *�'1114, ,,_,+«.�;i►.e�.��, y�.Y,f N � 2015 -ADT e Il t.. - - , '���i t8i �0,,47,t ,i ,. = }'sue- , 15,001-30k `_ 1'f" �' l--I" s '' ' r� 1�r"4. '• 2015 -ADT a l !,�k .f>C�yJ M_ ..°� i �.°�.; 2015 ADT !y It' r1*" e „ ,>+ At-. '... ,',4-1l.4011,p?z9,, r �.�« .� ` P� _..<.� 19,940 , 17,335 4 - -. 145•:-1:;1":4 fat - ,,- z - � .. v. _ �" " , - '�` •' a .ire +�,JJ � :�,•.x - .v a 4�"`"l",tirt,3.'.z 7 r tF ,L'tR `,�re . Cr, �� gat '� ' �'� fiyitic 4 7 ►+� p. r ::'. Aes1 AO ,,f° f►e`.44011 � L1 � :' r+ '7°► MI t-, wrMt 1i•.e / t 1,€1 it '-,.-,s.—r."t,-s-'.-‘-49--i—,.1--".,-' �./ . � _ •.. -S' t l l l 41 .!...LlLa.Ie 1la1:a , : I11,_11,..1.,."1.,, Y A '.: r- t 1 1 1 ; `ram �t�/ a t , pOlf •1 I t ,�1 �" �� +tramtIe! 11 ,0, AY 1 1 1 1 2.. # F , . . : '.. LI . • a : ,MIN _ � RI t tax �l . Developme � � 4 o , ept :..:: 3 y. a —ar . 0`" _ nn xy. _a. 1 r. ff - - y �t ! " ..„,,,„ - ! ••� City of Palm Desert Q 4 Office Professional(C-OP)* r`�� Assigned to lands that provide comparative UGras,,,as„00 advantages for office development, with ■riorea ma.`•s•-ze use characteristics that enhance . .. 4""'"""' compatibility with residential and other . r- e.-.... ' ' ( sensitive land uses. Professional office ,a ,. lands serve as effective buffer or transitional > i 0uses between commercial and residential x neighborhoods, and provides convenient 0 o professional services to surrounding U131A► residents and businesses. Office use is 1.OP5INGID iN appropriate along arterial roadways, A Bat integrated with commercial development, and as standalone business parks. • Adjoining office serving parking may also be developed on adjacent residential lands, D I HWY111 consistent with thoughtful design practices. % - Mixed use development with hotels and ‘ motels, professional office and residential . % . `' may also be permitted through approval of 0 .. ': I an integrated master plan. ` ,;.� U '._ *Please contact the City of Palm Desert's Planning rs4osE `� .'O' 0 Department to verify all land use policies and 1'` development standards. --I L GENERAL PLAN 2000 - _' .t, LANDUSE CODES ®_ Q + �w«�.r 111.,-,. . ..... COMMERCIAUINDUSTRIAUBUSINESS LAND USES ._..Ka. ,_.,....Ks..—•u.w.�.... ® Regional Commercial(C-R) N •..�•—F�•• ��.,_— ® Community Commercial(C-C) f f o—�' Resort/Hotel Cortvnernal(C-Rail W ..�....r..., '"'^"."' Mixed Use(MU)-Commercial/High Density(R-I-1)10-22 dulac 7 _— — Office Professional(C-OP) • �"""� AOffice Professional(C-OP)I Medium Density(R-M)4-10 du/ac o , ,,t-.,.,;- �-y.•—.. Office Professional(C-OP))High Density(R-H)10-22 du/ac C'y' Industrial-Business Park(I-BP) Industrial-Light(I-L) }- ���\`►:,:, 2_. iiM■=="IliUi�om�=a_ ,I.t•���!•� piiminritimi ..- • ■IIIIIIIIilllilimiz1 t I iarasi onF 7 r_- -- ` O.P. -Office Professional* kal I :�f "�' �—__, Intended for low-intensity business, office, Q i.17�r� ,..c.,„ s ." . , =a��— lL a- �;j.-, administrative, and/or professional land uses. - 1 t When properly located and designed, these uses `: �, V are compatible with adjacent residential areas. Hotel uses are not permitted in the O.P. zone and _I - will require a zone change to another commercial jEntrada del Paseo- �' .� zone that permits or conditionally permits hotel SZ{` � uses, such as the Planned Commercial District- f ;'' I 1 Regional Center(PC-3), or through a Mixed Use + " . :_' Overlay. �, ris Q P[ „ay. �" r �= PC-3- Planned Commercial - Regional Center* t S8 '.'t.., _ tr, .-.,.a ..1,------.0-. y 11 .I t{1 U V � -;. I ll-..1 -,F. Provides a unified area for commercial uses which ~`.R; �� , t ps cl 3 ,�, , ,,���' Lv, ilk) offer a wide range of goods and services, pi. •</fe** „.,,.1', �a , ;.; €" I 1'�"!r_.i .� .„ `" •,- including comparison and convenience shopping, FIA‘ilik t: W *+�.. '^� ,�_�'" -�4�.; �='.� # . .,\ ,,,r4�_ � .f � � � major financial and administration center, IF-� r _ _ 4 .,.• ►� ( �,M.› 4 I . -n ;m entertainment, and cultural and recreational uses. 11, 4L�1,�.',�� �� *Please contact the City of Palm Desert's Planning Department 1 '1 (,4111111 . U ,11111=11 - - \_a ,. EKE . _• ..1 j` ` ar Ml-__Oa , ,1 + A ♦ .` 1 . r ' �:. �■. Palm Desert Zoning "7iaa 1 I-_ PIP '.�.`C ZONING STREET MAINTENANCE W r..i.r :alllll a / t ��1•_'1,1 e.asf t �� • plc ... R.tM-ConwWana13YgI.Fam/y — PUBLIC Z I R-1-Residential Single Family PRIVATE ..1`. .� w _ 1�, (—JJ y +; '�1l� R-2-Residential Single Family SHARED W F.tl r'�Ii '1:;11./. - i11,.i. \TT- g 1i.. -_!--�' I R-3-Residential Multiple Family 111.PIDIAN WELLS ill lg.'.1rs ^r' [1F.� � R•E-Residential Estate �RANCHO MIRAGE v iIti �w� P.Pubes In34utlm �a-CITY BOUNDARY Ill , , ..„,,,..s.•OW SMIFt3 i an ail MN CA-General Commercial . ��' 1 —O.P.-Ofllca PropsNqul N ZAi. .... Si.-Sence Industrial ►�-u;,. Pain , W B soma _aaar+lr�laea SY'. "mow..` , P.R.-Planned Residential ...a.., _ M.P.R.-HMaMe Pbmad Residential S Z— �' .._rw.ar_. .el. .�« a.aa, i�s .... P.C.-Plalned Commercial ,' j`s , Yr.rr�...��a.•Y .w�..+...._. P.C.D.-Planned Community OMNepmOM ge e, ..:. 5 --- _ate nxw '�'-�:L_1 ---_-- V) Common development agreement and CUP conditions in Palm Desert CL Lot Dimensions include, but are not limited to: Q Lot size, min 15,000 sf 35 ac • ADA Compliance for sidewalk and other ADA compliant Q infrastructure deemed necessary by the City Lot size, max None None • Art in Public Places Requirements Lot width,min 70' None • Building Compliance as necessary to comply with the California QLot depth,min 140' None Building, Plumbing, Mechanical, Electrical, Energy, Fire and I— Setbacks Green Building Standards Codes, and Title 24, California Code of ( Regulations Front yard,min 12' - • CEQA Mitigation Compliance Z Side yard,min 0'/20' - • Density Requirements Street side yard, min 12' - UJ • Development Access Requirements Rear yard,min 0'/20' - • Drainage fee requirements in accordance with Section 26.49 of Coverage Palm Desert Municipal Code and Palm Desert Ordinance OLot coverage,max percent of lot area 50% 40% Number 653 _IBuilding Measurements • Fire Departments Requirements • Height Requirements LLI Height, max 25' 35' > • Hotel is required to ensure that the development retains its Building size,max character W Specific Use Standards* • LEED Requirements Hotel units per gross acre,max - None • Parking Requirements (.5 Hotel landscape coverage,min 25% • Signalization fee requirements in accordance with City of Palm Desert Resolution Nos. 79-17 and 79-55 Hotel parking stalls,min 1 per guest unit Z • The applicant may be required to install high block walls to Restaurant parking stalls,min 8 per 1,000 sf provide screening and noise attenuation from surrounding Z Retail parking stalls,min 3 per 1,000 sf properties *Development Agreement and/or Precise Plan provides • The applicant shall provide an emergency backup generator on- N flexibility in standards. site;the hotel will be used as a "cooling station" in the event of a power outage in the City of Palm Desert i . t 0110 '. + .` Ilk a _ . "-^ rY'''..r i s ». 't j i;= ti y- = x Project Scope W Lot size 2.69 ac or 117,176 sf U High-end boutique hotel 7 Product type designed as collection of low- .. rise and/or casita buildings ORooms 100 U Building size 120,000 sf ' E— Building height 1 to 2 stories Z i Parking stalls 100 i e W Hotel Performance* ;;. - 'rr ) Project stabilization 68%occupancy 40.. > Projected ADR @ stabilization $268/nt(2016$) OCity Approvals Required u Zone Change,Precise Plan,Development Agreement,CEQA W Review,Architectural Review W ^ *2016 PKF Consulting USA:Future Market Demand Analysis ► a 1 w.. v1s In L II °: .. . - . - ‘, .a• ,.... It"' . EN,OM w R1 .. Ili". a.+�11Atr. Sample Rendering:El Paseo Hotel Project f Site Characteristics Existing Street Improvements W Terrain Shallow topographic gradient;significantly flat - Curb& Storm Traffic Right-of-Way Sidewalk Gutter Drain Signal Erosion Low -- Highway 111 ✓ ✓ ✓ ✓ 0 Earthquake Fault Zone No major fault zones 'A-- Tow n Center Way ✓ ✓ ✓ ✓ r Liquefaction Low susceptibility — — Q_ El Paseo I I ' ✓ ✓ Vacant lots with some paved parking;landscaping with On-site Improvements shrubs,rocks,and palm trees (— _..__.._.. — Access to City- Highway 111,Painters Path,El Paseo Maintained Roads Utility Providers+Existing Infrastructure Coachella Valley Water District D -- , t`° Highway 9 Y 111: 24"Steel + El Paseo: 36"Steel Coachella Valley Water District Sewer Highway 111: 8"V.C.P. U i 1 El Paseo: 8"V.C.P. HElectric Southern California Edison Gas . Southern California Gas Company w Cable 1 Time Warner Cable(City franchise) i. UPhone Verizon Q Q ,. U w litirl , . . ,,.., , ,_, - .., _ .,.. . .• . _ - - •.,. ,... -..., _ __,. ._. 410jr, .?It. 1 • • V '•••" • .- , II .. . „Ni. of — 73785 - L PASEO , - 4 ....,. ..... .. .., . „, . ... , .. . .,...:. ,_- ..r. _ .. ...- it-r- •' .., ,--,,,--. „ 1 . ,. ,''._.--,,,_ ' ' ,„; -..: _ -,24V----- ,41_. - . • • t,,,,e;--, Pt,- ,... A.t._.—... 3 Market Profile : ,„....,.. .+1, . 1. r •0 <I.)i1fi‘•t,.ii.!' T1)•.•3.,-*..," . 4,11'• ... •. .t,1- .•l''g,i'''. Coachella Valley Palm Dese .'. T.1.. . ., . . • I. ..1.% •,. . ,, ..„e d j44 er' . - ; • . .i...P1 * , - ., *, Sr.0 I-. ,N:`,' '• 1 * -4- %le _. . •.. . .,_ , a 1• 1. . _ :• I 414 . ' ' .. A '. .. I •, • 4 4 rdirolto' Itt.' ii,' • ' .1' , - a - .• • 14‘r° ,, .,- _:., -. a ..t.., . A • . • I. • '1 _.. ..,..,.. 41 .. „or' , • 4,l . i ter ' • e4 • • :.:• fat•, ' •- e la' .a ..411PI ''' ,', • • -,-- . r" : '--*:ir , „. .,, . , 4-• ., . . . 1.- .riP4- ) 4 '1 ' ' -vIlr- •'- , ' ._., .... " .4 ' - c ..... - - .,... . .• . • ) ' '' - ----':.•'`.i . ...- . . , -, •• .1 ir . . P.... ..'. At III 1 if . I ., . ., tta . •-:."'; Nri_ : ,,,,0-.. , .e. .g. '..1 . , :' • l •., , -- . ... ••,- .r731• '-,_ -4 At 4-4111_ s k . . - .,t , _ .'0 . ... . .. „ . . . . vi...,- ,.aa '. ..' •-' r. .-- .. . ir ' - -4474 ' „ , - • . . .i _liotrievislii. . . • 14adit - i. . .......... ,,,FT 1 g . - . -..1 .. • . I ',I,' ' •.6,. . 1 • .. :.4::• P .‘ . .. , t• 1 • .0- 4 IS. , 0. : ••• . •0- 0 tissiev , .•• 1r , . .... • + • . _. ..._ .., • . . ti. �: ." „ 4. COACHELLA VALL Y PALS/ ESE ( : r � , t . i 11 , y r IA _ ",}, ' Mtr=i s `*x , ,,- z • PD =v=q. _, ,may.-_. -_ „ Z., 1 `t a`°' " ram-. �'a Y .._.Jb+'� ,.. ._ ,- �" i arx` 0;1, .fit 3 W-i'.- B. I, 'LlM2 1- dP h ...t`,.+,,,a•.,i yro. qy'�Ti :'&, 4`,. dh 'r R' , i ,f;4 ul >— CV Clukk Facts _ coAC H ELLA VALLEY -Collection of resott -co 600:wee miles Q -Year-round Vea -ro avg.:ndclimate a _: 74 es -4vg daay temp.- 89 Q degrees night temp 60 degrees-Many visitors during winter LU rwcA.n,1.Y., 454, -225 golf courses. 600+ --- tennis CD1Afb.casinos. _ - . museun • theater — '0 performances a art gatlenes C..) 26 of County':major emp.oyer_ ` Q � - . . µ. Unemployment Rates 14'0 000 nouanq unit: 102% 9.7% U ...�. ...r. I........ 14.000 ouI CIng permit:.Sep 2013-44_2014= 9 9%Sd_3 000.000 •— 18,3fl W 8.6% _1 1 . ". 11, 75% 14.2% L - 12.9% 8.7 Y Q Monthly Hotel Trends... 300 294.64 ill Cathedral Gty Coachella CL. In :zit' Desert Mot Springs Indian Wens 111 ind.o n La Qumta a Palm Desert H W 01 200 a''.os }K 4 112.13 In •t 7'.26 Palm S,a.~r+g9 par+c}+o MW.a6e t$s_.•s se,9 • • SZ iSo.'3 '39 '22 as „6 s "; ea AVERAGE MEDIAN AGE: 44 5 '15.' •• tt2.92 � t� /lo3a . .6- Q MO sI.T $43 • i i 1 1 i i 1 1 1 1 i • 3 14 60.19• • iIiiIIIiii ' 11 2 11 1 11. 1 2 1. 0 — e 1 i 1. i 1 1 2 i i i i ■ Oct-up.% Avg.Daily Rate 0 RevPAR PALM SPRINGS INTERNATIONAL AIRPORT ; a Vancouver Seattle *Calgary ANNUAL PASSENGER TRAFFIC Portland ', Total Percent �} , Minneapolis/St.Paul ""-•.-.�.,,, CAN` DA f '* Year Passengers Change , , ,,-.-----�`'" * Two __- H 2002 1,110,118 o r 4 I / Salt take CityUSA "� Boston CL 2003 1,246,842 12.3% Sacra ! / - g°', 'Detr t'' ....- ---' " N 5' w / ,,--..'--` L.,...- E—--- `.'i' Philadelphia 2004 1,367,804 9.7% San + \ ` i / / __...--""_ ►� Francisco --. ---` -,-- r "_,„* Washington 2005 1,419,087 3.7% ., a Richmond OC onto � lntemahanal l Kansasm, .� Charlotte 2006 1,529,005 7.7% i'^R°t _ —w►Nas1 Nashville Lax � (I) 2007 1,610,943 5.4% orangeCoonty 1► -" " _ —*Atlanta enrrrAirport CL 2008 1,542,924 -4.2% Sann#go '' international t ,_ ID 2009 1,465,751 -5.0% art Palm Springs Dallas/ internationalFt.Worth Airport ;,Orlando 2010 1,495,167 2.0% p — \tioustanr New t— 2011 1,511,150 1.1% s New Miami 2012 1,727,122 14.3% W J ' 2013 1,752,180 1.5% -.. r_ 2014 1,914,402 9.3% Compound ffirillii = — I s <. {.Annual Growth 4.6% Rate Q l _. - YTD 11/14 1,725,594 = # _iri -_ YTD 11/15 1,710,638 -0.9% , Source:Palm Springs International Airport a - "'} , _ Q 0 U PALM SPRINGS CONVENTION CENTER HISTORICAL CONVENTION CENTER BOOKINGS I--- .. v Number of Room Nights Percent Average Room Total Year Events Consumed Change Nights Per Booking Attendance 2008 134 48,597 -19.3% 363 124,555 :` U 2009 112 46,701 -3.9 417 91,988 Q 2010 82 39,281 -15.9 479 102,270 7 2011 101 56,920 44.9 564 129,350 O 2012 91 53,743 -0.1 591 146,264 I- 2013 100 52,129 -8.4 521 120,578 7 2014 102 65,994 22.8 N/A 130,460 Source:Palm Springs Convention Center / 'IV'1°‘7*''''l 1 r""1 14:toli.;4,,,'t- ; . :' r 0 ``;Nk.. !P . U \0 I ' LLI PALM SPRINGS CONVENTION &VISITORS BUREAU FUTURE BOOKINGS AS OF NOVEMBER 2015 J Number Definite Room Average Room Room Night Pace Q ilk, 9 NightsBooking 9 Percentage Year of Events Nights Booked Per Tar et Pace all: . , 2015 264 182,294 690 175,547 �� 104% Q 2016 179 136,845 764 144,999 94% ..' 2017 69 88,376 1,280 88,584 100% . - -.- W 2018 32 54,837 1,713 49,938 110% - 2019 14 28,384 2,027 29,266 97% • 2020 7 11,436 1,633 15,360 74% Q < . ,. .,, 2021 4 8,328 2,082 5,938 140% O 2022 1 1,900 1,900 3,254 58% iT �- 46 Source:Greater Palm Springs Convention&Visitors Bureau I- a: LLJ 0 W C � n , L •.eil AVG HOUSEHOLD w 0 PERMANENT RESIDENTS INCOME OW 1 A more exclusive community,Palm Desert III The geographical center to the Coachella Valley,Palm i;the retail center of the Coachella Valley, Desert is home to 50,000-permanent resident and with nearly 1,000 retail establishments in Cl_ 32 000 seatonat residents 14-shopping districts, the only regional mull:Westfield Palm Desert&the EL Paseo Retail Center(the Rodeo Drive of the W Desert)with 300+upscale,designer boutiques,art galleries and dining spots. rY <l V EDIAN AGE i di Palm Desert is home to numerous cultural attractions including the McCallum Theatre for •• the performing Arts, the Living Desert(a Given the good weather.the quality of life and manyiiiiii - 1,200-acre wildlife and botanical park), Palm recreational opportunities,the City appeals to an essential base of business,baby boomers,tourist;and Desert Art in Public Places (a museum without group destination tourist. walls), and numerous art galleries. U) H EL PASEO HOTEL, PALM DESERT QUICKSILVER RESORT, PALM DESERT L1J • i — = = iras�o x i ,, --- •80-acre site t _ gi g 1;� y ��� ,. ; , �"• surrounded by Desert �i �/ ;:J 1 ;► I"` g ""— i " - • § r r� " Willow Golf Course "77ww ;I • •.A,� "1 •High-end boutique �` G 450 rooms ,d►., . �. ' I hotel by Marriott -4" 1 w,�Sw.:� 05 • �:. � , �i }' • ; i `r.'., •Highestqualityfull- • 156 rooms t LL ;F. __ _ ,. :. ., /., 'fed" , „, -. Td11 , service hotel in Palm / {9 i a c i ;,•, _ •Targeted Opening: 1 . , ` Desert . % r is ,.T (=` Early 2017 *� 1 y • Restaurants f ` �' .. a r — ;it ' a s. I �, ' ati ° :•„ •Targeted Opening: 2019 LLJ _ .— Shado ,+oumai , „if 10 . ram.* II�� Y lit' }� 1 i ••q M�rM�r . . adnlLtd ; . I> ANDAZ HOTEL, PALM SPRINGS KIMPTON HOTEL, PALM SPRINGS Q 't . as f 1m, , -. - �1. 1 —� ,-. '` -�,,; •• "t ••Luxury lifestyle hotel '- MOW a 4: .High end boutique ›— -ww _. --y. ., r_,e---a -,.- by Hyatt ? hotel by Kimpton `' �� � �� • 150 rooms �� a a :.- .►,_ '• • 155 rooms t •Full service with { r•,ra •Rooftop bar and pool r1,,, 4o g amenities,facilities, Q ytour* Lc retail shops,and _ �,_� _• _ •Chef driven destination g,is ' �; �,g, restaurant •Ad, el restaurant « ; °(' ',t •Targeted Opening: .. • •Targeted Opening: Z'oil iii..+ , f Early 2017 ...& Late 2016 i ii. q s , I 73785 EL PASEO . , r _ - " � ���oti �� s.s r O.s # ' ' 4Competitive Supply + ' . ....... . - Market Performance: - 3.;. e f p G L C' a ti w 44 fir. \:» d 1} t -I Ito . : . _ ......., , _., ."Mg% v ,tY -1 r y ti i h _ .. .. _ te:. 1� ce- a.. ."- '",!''i +, t. s Triada Palm Springs ', 640 N. Indian Canyon Road, ..... fa Palm Springs Colony Palms Hotel 56 rooms, 2 stories 572 N. Indian Canyon Road, j �...� �, 12.1 miles from subject site ` Palm Springs _ j palm wm, s �• .rings °m a c 56 rooms, 2 stories `., o- T anion j ` Thousand Andaz Hotel Palms .., T 8 I I , 3 — ;,Ramon Rd Ramon Rd 12.0 miles from subject site ( 400 N. Palm Canyon Drive, ! \ r y Palm Springs ! ! r , 150 rooms,3 stories j 1 f— a Paten Canyon r, 11.9 miles from subject site _-------_-- i W .ni - Kimpton Hotel 123 N. Palm Canyon Drive, Li L _ (Imdd Ford 0, OAvalon Hotel `�-, Cathedral Palm Springs � . 415 S.Belardo Road, Palm i City 155 rooms, 6 stories aq� U Springs 11.7 miles from subject site Wand Rtkyo 67 rooms, 2 stories Parker Palm Springs „_ r.ounns .. 11.6 miles from subject site .__.. 4200 E. Palm Canyon Drive, 1 Rancho F,ank 5mats rn Frani stnaua0, Palm Springs mirage --,1111t neaet i 144 rooms, 2 stories El Paseo Hotel i 8.5 miles from subject site = 123 N. Palm Canyon Drive, Palm Springs f, n • ;,,1 Country Club L(: 156 rooms,3 stories tyd„r-;,,r m 1.2 miles from subject site Ace Hotel # 751 E. Palm Canyon Drive, Palm Springs ! Ritz-Carlton Rancho Mirage 176 rooms, 2 stories j 68900 Frank Sinatra Drive, 10.5 miles from subject site Opportunity Site Rancho Mirage 72559 Highway 111, .._ ____ __ .._., . __ 260 rooms,3 stories I -'1 1 5,3 miles from subject site Palm Desert F 100 rooms, 1-2 stories r Pal - Des I Existing Competitive Properties `. El Future Competitive Properties i ! Sources:Esri,HERE,DeLorme„USGS,Intermap inclement P Corp.,NRCAN E'sn Ja•-n,METI,Esri China i (Hong Kong),Esri(Thailand),Mapmylndia,©OpenStreetMap contributors,and the GISiUser Community n 7 4 `1 � Competitive Supply: Estimated Future Growth ':, . , . . . W in Lodging Supply&Demand n Annual Rooms Supply* Annual Rooms Demand ,:' "gam ,° 600,000 CL_'. --; -.. 500,000 (f) 400,000 z 300,000 LJ 200 000 - n III 0 'kw 2013 2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 DSource: Future Market Demand Analysis(2016):Coachella Valley+Palm Desert Lodging Markets- CBRE Hotels/PKF Consulting USA D -U ---- �,. mow,,. LL lin f— W W U Projected Market Performance of Competitive Supply: • \/ / ADR+ REVPAR • Average Daily Rate REVPAR ., < \ $450 1~i • /�/ $400 • $367.00 O ::: 3 $357.00 W $286.00 r is .' . , :iiiisosillf_ $250 .,.,.....-- U W $241.98$249.55 W Cl_ szoo $194.41 $100.50$197.25 $204.39 $214.66 —) $150 $182.25 O $100 ` a $50 _ C : $o j 2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 20 r ' >- r r Source: Future Market Demand Analysis(2016).Coachella Valley+Palm Desert Lodging Markets- -. y W CBRE Hotels/PKF Consulting USA '---"7 r"' - •-Ner _. Projected Market Performance of Competitive Supply: Market Occupancy 69% \W _ l° 680� e3' 67% -. H. 66°/ 66% • 65 65% W 64% 64°/ W 64% 63°fo 5 63% 2% 62°io 62% O 61% U 2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024 Source: Future Market Demand Analysis(2016):Coachella Valley+Palm Desert Lodging Markets- CARE Hotels/PKF Consulting USA 11-I U Projected Market Performance of Subject Site: , ., \/ Z ADR + REVPAR _ .. ,,. .. . ,., . .._.., < - Average Daily Rate • REVPAR ' , ,• ? , ,' 1 , , r' -..: $500 :, * i I - . ,• r ..' $450 • ..` $400 tt. n 0 %rA,.-.f.• .i.F-- $32000 $329.00 $339.00 LL L_ $350 $301.00 $310.00 . -. $300 ,E:.,.,.....•„',1i, ii, t. o L1J $250 I I I CL_ .,,:..,. $200 _ $217.4 41141111Mi...„.; ,. . ii. ---) - , $150 , ,., .,-..-.1- , ._ $174.00 • ' - - --:. ' . . : 4 0 : ' k ;':' is 00 _. . ... _,_,. . . ., - , I -.- .. e`V Ai. $50 ...., s0 2019 2020 2021 2022 2023 2024 ---, 2025 • --, .. .,-.. ,,... .. I ' • . , Source: Future Market Demand Analysis(2016):Coachella Valley+Palm Desert Lodging Markets- ..,•,, . ...,......," CBRE Hotels/PKF Consulting USA I - 45 -,,- ., ..,, 1- '.7-;,. , ' -,,F I t 11 •,, ; 1 — m,ie.,. ill-• ..v .- :-,-.:. .-,-' ,.i ,,-,,, ,i;-,- - .. . ...!....,- .. .. . . . ... .„ . . . _ . . . . . • ., . .. ., .. ,. .. .. Projected Market Performance of Subject Site: . *ft. w '...... . '-ti, 7 *.- ' .- • p • -.9 •-• , • or =,- • -...6,,, _,-•-. ,sit •-%. =i '• . 4 Occupancy .,....., 1- - U ' e" 4'.- , • ,.. ..:,:4p..- ;. , „,--3/14V:i,, . :. _ --— . ,4 - • - -III— - . ' .'' ' 1— . 70%, • " 4 4, 68% 68% 68%, 68% ,,.6% 65% . : . - 0111 .:,.., ., ..--. . • ••-- .• .. -- •. -. , ' .-,, ,..,:-. .--.:.......; 4-Lkife- (. ) .,7--71;'• '-11,..4-'. - - . „..ivirof,-..-,-,-',`.1;•':_,..,•.%'.-..,,. - __„.. _ --- • .• .- •'.2.% „ _....,„;.. ; ..,. .• , •- .. • •:. . 60% 58% 56% - - - - - 2019 2020 2021 2022 2023 2024 2025 Source: Future Market Demand Analysis(2016):Coachella Valley+Palm Desert Lodging Markets- CBRE Hotels/PKF Consulting USA -,...• CITY OF PALM DESERT 11 CITY MANAGER'S OFFICE P 73-510 FRED WARING DRIVE iT PALM DESERT, CA 92260 V FI URBAN FUTURES I Incorporated EL PASEO i. �. PALM DESERT ABOUT EL PASEO El Paseo is home to one-of-a-kind events throughout are plentiful with the Santa Rosa and San Jacinto the year including Fashion Week El Paseo, the Palm Mountains providing an exquisite backdrop for al Desert Food and Wine Festival and First Weekend fresco refreshment. Palm Desert, an art experience running from November El Paseo is the heart of Palm Desert's vibrant art through May every year. Known as the "Rodeo Drive of the Desert", El Paseo offers over 300 designer boutiques scene. Culture comes alive in the scores of unique including Burberry, Gucci, Kate Spade, Brooks Brothers galleries and colorful sculptures that line the and Louis Vuitton,just to name a few boulevard and draw art enthusiasts to this shopping and art mecca year after year. El Paseo boasts award-winning dining options as Development of boutique hotels in this fashion well as exclusive, one-of-a-kind establishments. forward art district will draw from the affluent Restaurants include staples such as the Daily Grill, Mastro's Steakhouse, Wolfgang Puck, and the Tommy clientele enjoying the El Paseo experience. Bahama Restaurant & Bar. Outdoor dining options i LLaa 1 ! �,� 4 YM .f ''' a' i y it I % - p . 4 s . V'. r 01. 1 at l;t a , �4 M 1ti ~ �t i+ r ,il i f ` ' _ , . .,,,,s 7 ,,,,,,,_,, N., ifo.,,. :.s' Jiiiii , _........L._,, ,, ,,,,,i , , ,,.....,.:wiptimi 41,4.51,1„: _ . , _ _ . al _„__. • ■ s ■° IL, { At the heart of Palm Desert sits El Paseo, the Desert's mile-long hub for upscale shopping, fine dining and unique art galleries. El Paseo offers an experience unlike any other in the Coachella Valley. Visitors flock to this art and shopping mecca year-round to indulge in the warm and inviting Palm Desert lifestyle.. Setting the stage for a truly .• - 6—' - distinctive hotel... . F4. ,. 4040 11 411 �.111 . mom., WHY PALM DESERT? - ( ..,,,,,,� . 4 flir l c., Palm Desert is the center of the Coachella Valley. �j •., ',1 1 f ��� .,,,,% , . ,, ,,, I '4 k5, . 4 Tourism is a staple of the Coachella Valleywith u� r+ r .a'� t• visitors spending over $5 billion in 2011, which 1,` supported over 43,000 jobs. �- z t �`.. Located within 120 miles of Los Angeles, �, ;, . ; 1 Palm Desert • '� %Orange County and San Diego, . �, ,a �, is perfectly situated to draw from these $` '. local markets. ' r ,, .. 350 days of sunshine per year. Market data suggests that there is a strong There is always something new to discover in Palm Desert. existing and growing market for higher-end Tranquil pools tucked amid palm trees,pristine golf courses lodging properties in the region. surrounded by desert views and,of course,endless California 5.5 million overnight visitors to the area per year. sunshine draw visitors to the area every year.Palm Desert is just a short drive from all of Southern California and located near Experienced a 17% increase in lodging revenue several airports.The area promises an escape unlike any other. in the region since 2011. Innovative hotel developments are essential to meet the growing need of all travelers to the region. I SITES There are several sites in the El Paseo District that offer a unique canvas to create a one-of-a-kind boutique hotel. Because these s 4 opportunities exist on infill sites, operational infrastructure (water, w•a r'a _ 3 ""' sewer and power) is already in place to facilitate development, '' " :' Imi ' =- 'y 41 ' reducing time and cost for site developers. The City stands ready to discuss potential hotel projects and `�Jas E1 opportunities with prospective developers. EL PASEO: THE DESERT'S RODEO DRIVE r y ll l More than 300 unique shops and boutiques More than two-dozen restaurants, cafes and bakeries More than 20 museum-quality galleries 'so y.7► v \ ,.u,... �_.i. i. Hosts the El Paseo Art Walk �"` -. Home to the weekly Palm Desert Certified Farmers Market '�,,,� * '`� y i ii oll In the 1950's, celebrities and affluent members of society flocked to ..:. i '4' 1S I. the Palm Springs area to partake in the eclectic, relaxed lifestyle. - Visitors loved the hot springs and the boutique hotels of the time. ,� . . itiot El Paseo sets the stage for the modern day equivalent. ,. AREA EVENTS Art Festivals BNP Paribas Open Palm Springs International Fashion Week Palm Desert and the surrounding One of the largest tennis Film Festival Paris comes to the Desert every valley cities have a rich art culture. tournaments in the world,the Every January, 135,000 attendees spring for Fashion Week El Paseo Festivals,fairs and exhibitions BNP Paribas Open in Indian Wells gather in the Coachella Valley for when designers fill the runways span the entire year with artists draws hundreds of thousands celebrated international features with their upcoming collections. and aficionados alike flocking to of tennis fans to the valley every and documentaries. First Weekend the desert to participate. March with more than 431,000 A fun filled weekend of arts and attendees in 2014. Food &Wine Festival Stagecoach Coinciding with Fashion Week, culture held every month from California's Country Music Coachella Palm Desert's namesake Food November to May including art Festival draws 45,000 people The Coachella Valley Music &Wine Festival attracts top walks, theater performances, to the Valley every spring. and Arts Festival is an annual - celebrity chefs and their foodie classic cars, concerts and more. two-weekend music festival held followers to the desert while Polo Club Games in the spring that draws 90,000 helping to showcase some of Every Sunday in January and people to the Valley. the more than 150 exquisite March,Empire Polo Club hosts - restaurants that the community polo matches at their elegant has to offer. e facilities in nearby Indio. i '-a4 S Ilk w i i " A�,{� a k0 i may, i F� ^ r , / od AR EA ATTRACTIONS • ` TRANSPORTATION � , - , ,. L*ti Whether you're flying in from one of the many Living Desert Zoo& Gardens connecting cities or driving from Southern With more than 1,200 acres of desert landscape,the Living r' ,-e*_,r 'r - 4. California or points to the north,south,east or Desert Zoo&Gardens is home to a vast array of magnificent ' "g ' west,getting to Palm Desert is easier than ever. animals and plant life. !k ', Palm Springs International Airport Palm Springs Aerial Tramway %*,z , Just 12 miles from Palm Desert is an airport that The Palm Springs Arial Tramway provides visitors with an ,o ,—._ ' draws visitors from around the globe with non-stop unparalleled experience exploring the Santa Rosa and :'y "' ` ' service to 18 cities.Palm Desert is easily accessible, P P P g � � ✓� San Jacinto Mountains. ' ; _ with direct service from many cold weather locations I' including several Canadian cities,Chicago,Denver, Water Fun y . ; Salt Lake City,New York and Minneapolis. Between the Palm Desert Aquatic Center and the nearby Wet'n'Wild Water Park,kids and adults alike can play in w ° .1 II Bermuda Dunes Airport the sun for hours and stay cool. ._ et The airport at Bermuda Dunes serves private jets t.f and is located just 8 miles northeast of the City. ' Outdoor Amenities ; �` 4 1 • Interstate 10 Home to the visitor center for the Santa Rosa and San Jacinto ' �i' One of the country's few interstate highways Mountains National Monument,Palm Desert offers miles of - connecting the east and west coasts,I-10 provides hiking,biking and equestrian trails that attract thousands of easy access and links to the Southern California visitors in search of an active vacation experience.With over 130 .' market as well as a national audience. golf resorts,world-renowned tennis facilities and luxurious spa experiences,Palm Desert visitors are never at a loss for activity Amtrak or relaxation outlets. Amtrak offers travel from Los Angeles to Palm Springs as well as daily bus service connecting 1 Greater Palm Springs with trains in Bakersfield and in Fullerton with connecting bus stops in Palm Desert,Indio,La Quinta,and Palm Springs. PALM DESERT • DESERT WILLOW PALM DESERT Set atop a prominent mesa in the center of the Coachella Valley, Desert Willow provides the perfect canvas for a unique luxury resort unlike anything the desert has to offer. Visitors flock to the desert every year to experience the benefits of the sun, the air and the relaxation that is unparalleled to other vacation destinations. I- ,.: ,‘ 4, r: ..,, ., .v. _ ,, , .",..1.,...:.1 _„.....,______ _ „.,,a....:0: ES,:.,.. 4.10- ' :::.,, , _' ' m" 3.rg: ":"C +era -"4 , 4' - , ' `°0 r 4•'",1 1' --_ ' 4 1111 1.....1.4 i<A 1y�• mac r.: -` .' •t<� ' ., 1Y..:. `,,'�'�' ' ir SrrE ATTRIBUTES Desert Willow takes full advantage of its prime location offering more than 350 sun drenched days a year and views that are second to none.When the site was originally prepared,the native sand dunes were formed to create a mesa overlooking the surrounding valley. The site is engineered in.a manner that offers development opportunities with views of the magnificent Santa Rosa and San Jacinto mountains unavailable at other locations in the region. ����y},����������((��yy ,,' 'l•ii !ill ��1, t�'id 6E1i11lh‘i ',''1v1 i\ I�I"Ilii1C�'EI itiAsin 4i 0 , iil.t oi,,i„1:nx',s WIL11.10 97°'Desertlt , . . ...0. ' ..em.rn � -. .. ..:,.,,,.. ,...„..., , . . ,,, ';. ..,, 4, ,, ... . . .�! k _ ,,,, Golf Resort ,. + N. The only municipally owned and operated golf resort a in Palm Desert,Desert Willow was constructed I y,.--17,. g 1 �dI1; over a decade ago.In a region with more than r, } 130 golf courses,Desert Willow stands alone as a 't, v;a' `:.; stadium style facility offering two 18-hole courses ( , r F ,, (Firecliff and Mountain View)carved out of the "" --- —' native desert landscape.The facility also includes " •° a state of the art driving range and is home to the •. y' Palm Desert Golf Academy.Course designers _ __. �.kG-- '`` • _- _ Iir ,e t -i " `0 !le-..-, Dr.Michael Hurdzan,Dana Fry and 11-time 1 , PGA Tour Winner John Cook wanted to create 1011111Pri a unique golfing experience that was respectful of the desert.This facility was environmentally responsible long before it was fashionable. .,r ate'. MX •II - _ • . +r, . , , ,...,„ 4 ••••.• : .• 4 r --.t .4,..f..,,14.i!•-.,-,-„,.. 0 ,. •• , . . .-„,.. . , . ., _., , ..„.• ..., . I • • . ,:or,,,. , , ., • 6-1..-' ' . i ! 1 • . 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" , Vi"." , •.-- - . - •••... • „2 , , - at... ,- -.".. • ( 1'''.* ' . ,.., ,e:•-.., • •,,,,,, ,,•11..\, ' --- f. • . ' —I*%,"'•-•API. .4. • .6. • " 5...;fir/,pik. . ‘ ,, I,Y •`,. „....l,' ' )0. 44, •. . .... ..f.r, 4• I 'I I. 4 ' • sre'e, - ... ''.•; - A " ...,••$‘ •-• -...4„. •• • ...jot \ -\\ ' %, ! ' 7-41:: • - , ' ,. • '11,••• •. i. . ,. 1, 4...-% e.... , ,44t0.• . A. 4-,1,,, • . , .. • .,.., ., . • N, - • :F. ', ,. ... _. 41 ,,,,yr, ,-. , •. •:•,fr: • rt.!,, • •-'.."., 4,,,.'.‘',1!',-*....- . I.- . 3,,,„ , -. , . • • ''''( •' ---, '- -.'P./ --_- . -... -.,, ik,.'-'-'-'-:-'":- -- ..-•,'-**-71,- - . - -.-.4 ...„. r •-•• su,-,:-‘7••1-..---': -..---.37 4 40, ..):46:, . - :•', '• -.#•• ' .1.., , -t,-,: ---: - . -•-•• „ ..- .,,,.. , _ •., • • a „..... t .-.•;.: _4. •,••-le.4., . .. .- .:.„e% .... •-, • •,• • •,, .,„/ ,- ..,, • • . . ,...- • .,•,,,. 4 ,.:•-. , ••: ._ ,‘..< pe"•_,e,..:. c'f, .,.',,. ,1,,,,,, '4*. '11 . '• :''''‘ -- -1„: ;' '' ,i• :, ,410. .' .. '. ' ''d -41;;:.„,',., : ,....:46, l''. .ArIP "f.'1,',• .'‘: \ '' " --"'•". '."N"••4,...-.• .e._ . 144 .(Vir ••••'••••.:_\:7.-_,„, ,.. •---1,,,,,,, ._ ,;„ ,'.'"•a, • •" ' - r $ • .t.1.. • , ' ••••• $.• ••• -.. 1 • A"'"• • ' - •z.1.4. - ' • .--`•-. 7'... 1 .:.! ,, - .• ,-- -:"-ri ...: --..• .' ,..... Desert Willow has 33%less turf it than a traditional golf course ►� -< and is currently undergoing a multi-year turf reduction projectpi i ., ' that will bring more of the 111. desert's natural landscape into -r� play.Upon completion,Desert . ,- + �� it... - Willow will have 42%less turf • '. '1 ^^`�M_ ~ than traditional courses.With an �*�t � "I , • '1- existing drought tolerant plant _ • �� • I '� palate,Desert Willow is the most :., f: S, .` ef,1 .+►� �_•• P• stir _=: ,#'' __ - 1 .• i t environmentally responsible and p � tR 4 respectful golf facility in the area. ���u �-_•• Golfweek Magazine 3` - Golfweek's Best Municipal Course — .- #29 Firecliff Course 2014 Y .. ,t Y k Golf Digest Best Places to Play ` c'j'° - � °'' '4t H Mountain View ***** ' f �,? a • **** ss�ias`�` -% II . _ , r - ',h '- Firecliff � 1 ..' WHY PALM DESERT? I' .- . "`--� - .� Palm Desert is the center of the Coachella Valley. „+i vis ,:,.,� ~--- - r �„�,yi,, \, -. Tourism is a staple of the Coachella Valley with itio 1� � I visitors spending over$5 billion in 2011,which },,,. �!All supported over 43,000 jobs. r,- •- aii 1""�.. d Located within 120 miles of Los Angeles,Orange 1" ' �" County and San Diego,Palm Desert is perfectly ar��� situated to draw from these local markets. 350 days of sunshine per year. Market data suggests that there is a strong The Desert Willow Clubhouse is designed toprovide aprivate countryexisting and growing market for higher end g club experience.With artistic design elements,the majestic outdoor lodging properties in the region. Lakeview Terrace dining and bar area,an indoor dining room and 5.5 million overnight visitors to the area bar,private spaces for special events,a snack bar at the turn and an per year. amazing golf shop,the Desert Willow Clubhouse is a remarkable destination in and of itself. Experienced a 17%increase in lodging revenue Developers of the remaining Desert Willow parcels have the benefit of in the region since 2011. io creating a golf resort property without having to construct a course. • . _ _ Ir. „ •• AREA EVENTS ••.. Art Festivals ,' = . '. ' Palm Desert and the surrounding valley cities have a rich art 1 _ _ culture.Festivals,fairs and exhibits span the entire year with artists and aficionados alike flocking to the desert to participate. ' " :.,...; R ; BNP Paribas O en , , , ep .. One of the largest tennis tournaments in the world,the BNP Paribas Open in Indian Wells draws hundreds of thousands of ' ::6;+ v'tennis fans to the valley every March with more than 431,000 .c ��ffjj��55 attendees in 2014. .- Tit ' J ' x �f)... Coachella ——-- 'Ihe Coachella Valley Music and Arts Festival is an annual t4 . p, ±` `:�* r 4 ' two weekend music festival held in the spring that draws1. - ♦ x 90>000 people to the Valley. ' ti a L. • ;;� , .-• __V ,, Fashion Week �I e�"'` •y Paris comes to the Desert every March for Fashion Week El Paseo Palm Springs International Film Festival when designers fill the runways with their upcoming collections. Every January 135,000 attendees gather in the Coachella Valley • ?- First Weekend for celebrated international features and documentaries. A fun-filled weekend of arts and culture held every month from Polo Club Games November to May including art walks,theater performances, Every Sunday in January and March,Empire Polo Club hosts classic cars,concerts and more. polo matches at their elegant facilities in neighboring Indio. d,„e ` • Food& Wine Festival Stagecoach IY' ."^'i Coinciding with Fashion Week,Palm Desert's namesake Food& California's Country Music Festival draws 45,000 people to the ' Wine Festival attracts top celebrity chefs and their foodie followers Valley every spring. ...s .f to the desert while helping to showcase some of the more than 150 exquisite restaurants that the community has to offer. 1! AREA ATTRACTIONS P TRANSPORTATION D 'i E El Paseo r M S Whether you're flying in from one of the many connecting The mile-long upscale shopping experience in Palm A r.• cities or driving from Southern California or points to the Desert is home to art galleries,restaurants and T r north,south,east or west,getting to Palm Desert is easier upscale retailers such as Tiffany,Brooks Brothers, — than ever. • Gucci and Burberry. Living Desert Zoo er Gardens Palm Springs International Airport ' With more than 1,200 acres of desert landscape,the Just 25 minutes from Palm Desert is an airport that Living Desert Zoo&Gardens is home to a vast array draws visitors from around the globe with non-stop of magnificent animals and plant life. i service to 18 cities.Palm Desert is easily accessible, ' (V with direct service from many cold weather locations Water Fun Between the Palm Desert Aquatic Center and the '+' '* ..,-' including several Canadian cities,Chicago,Denver, q t`:'., • Salt Lake City,New York and Minneapolis. nearby Wet n'Wild Water Park,kids and adults , alike can play in the sun for hours and stay cool. -_r�. Bermuda Dunes Airport �.,,...� The airport at Bermuda Dunes serves private jets Palm Springs Aerial Tramway \ e, ,. The Palm Springs Arial Tramway provides visitors ` x and is located just 8 miles northeast of the City with an unparalleled experience exploring the Santa Interstate 10 Rosa and San Jacinto Mountains. One of the countries few interstate highways connecting Oft(Outdoor Amenities the east and west coasts,I-10 provides easy access and .Po Home to the visitor center for the Santa Rosa and �,� links to the Southern California market as well as a national audience. San Jacinto Mountains National Monument,Palm � /M4 • • Desert offers miles of hiking,biking and equestrian itile4'1 k. , Amtrak trails that attract thousands of visitors in search of an *sow It' 441' Amtrak offers travel from Los Angeles to Palm Springs • active vacation experience.With over 130 golf resorts, 1 t. `t• ill• as well as daily bus service connecting Greater Palm world-renowned tennis facilities and luxurious spa e a Springs with trains in Bakersfield and in Fullerton with experiences,Palm Desert visitors are never at a loss I':y n �, connecting bus stops in Palm Desert,Indio,La Quinta, for activity or relaxation outlets. AIa ;a and Palm Springs. 4 DEVELOPMENT SITES INFRASTRUCTURE There are four(4)development sites located within the Desert Willow Golf Resort. Desert Willow is a former redevelopment site with plans for Sites A,B,C and D make up the remaining 64 acres of developable land at development dating back over 30 years.As a result of the City's Desert Willow. involvement with the acquisition and development of the parcel, certified,build-ready pads are available for development with all Specific Site Acreage: needed infrastructure already in place.Water,sewer and power are Site A: 16.86 acres Site C: 18.77 acres already in the ground reducing time and costs for the site's developer. Site B: 16.80 acres(with 3 acres Site D: 15.38 acres(with.85 acres Desert Willow is one of only two master-planned resort properties containing a parking lot for containing a staging parking lot available for development in the entire Coachella Valley. Desert Willow Golf Club) for Desert Willow Golf Resort) -r RA DR :-. r i A, 4. �INAN3NOR iiii6 f `*•,/:' x `� * caos—pT `i --�RAilld+YiRot�t f c F ...- ti wr . e.2 ..I JtAN NAM;, �W, o r) $ .i( .; -0 j �PlP Mi. O ar __ i, _�A o Q OVIaV.E---4 X ..,„• _ REDWARINGOR COUNTRY CLUB DR ~ L MENNE —'• "`� t CLUBHOUSE PALM DESERT For more information contact: Economic Development City of Palm Desert www.cityofpalmdesert.org 760-346-0611 ONE ELEVEN PALM DESERT Palm Desert offers a vacation experience for everyone, creating opportunities for hotel developments that meet the needs of a wide variety of visitors. Highway 111 provides a central location with convenient access to all that Palm Desert and the Coachella Valley have to offer. From the luxurious high life on nearby El Paseo, to the exotic wildlife at the Living Desert, Highway 111 is an optimal location for travelers, whether they want to get out and explore or get away from it all and relax by the pool. 0 WHY 111? Golf courses, art exhibitions and music festivals such as Coachella and Stagecoach draw visitors to Palm Desert year round. Not every visitor wants or requires the large scale resort experience and Highway 111 boasts a variety of sites available for development of mid-level hotels offering well appointed guestrooms, a serene pool and fitness center. Highway 111 traverses the heart of the Valley, intersecting Palm Desert at the center of town. A variety of dining, shopping and entertainmen opportunities await visitors off Highway 111. Ix1 it __, ;�:114..1 . • "."4 . ,-sue'_ AIL - 8 44,• t — 4.4., — lei' 1$ N.: ""rif:I., )404 1 1141,.'1 '.. ' 1:1111.1.'1 IIII 11:11 MIT 'i ' * ''''' *' '- if WHY PALM DESERT? r 7 i_� i �r ,kx .i f. ,, Palm Desert is the center 350 days of sunshine A -... ta,*b f,, tv ' of the Coachella Valley. per year. ,:• , Tourism is a staple of Market data suggests that • f the Coachella Valley there is a strong existing '` • g t. ;:. y :• : 6 -'` ''r with visitors spending and growing market for t,' - * z. F . K over$5 billion in 2011 higher-end lodging - " ' " s PP properties g - 4k� _ $ j x which supported over ro erties in the region. r;lel ii' 1- _Ar v�43,000 jobs. • ; , : p F�, 5.5 million overnight visitors j � � �'' . , Located within 120 miles of to the area per year. - . ,: Los Angeles, Orange County o �' Experienced a 17/o increase '' ' ' and San Diego, Palm Desert `, N ^ �� e� in lodging revenue in the is perfectly situated to draw ? .• .�, i region since 2011. '. r _*. ' - from these local markets. ; , S t There is always something new to discover in Palm Desert. Tranquil ,; k_ pools tucked amid palm trees, pristine golf courses surrounded t--- ` PALM SPRINGS by desert views and, of course, endless California sunshine draw = . 4 -Fr. ART MUSEUM_ visitors to the area every year. Palm Desert is just a short drive from IN PALM DESERT all of Southern California and located near several airports. The area '' promises an escape unlike any other. Innovative hotel developments ,�� ``"J R are essential to meet the growing need of all travelers to the region. d> c+� '', �-'"� . AREA ATTRACTIONSj 1 TRANSPORTATION DE El Paseo S Whether youre flying in from one of the many The mile-long upscale shopping destination in Palm :. connecting cities or driving from Southern California • Desert is home to art galleries, restaurants andT or points to the north,south,east or west,getting to high end retailers such as Tiffany, Brooks Brothers, It; —� Palm Desert is easier than ever. Gucci and Burberry. Living Desert Zoo & Gardens Palm Springs International Airport With more than 1,200 acres of desert landscape, Just 12 miles from Palm Desert is an airport that the Living Desert Zoo& Gardens is home to a vast , draws visitors from around the globe with non-stop array of magnificent animals and plant life. service to 18 cities. Palm Desert is easily accessible, ' • with direct service from many cold weather locations Water Fun . including several Canadian cities, Chicago, Denver, Between the Palm Desert Aquatic Center and the I 'A Salt Lake City, New York and Minneapolis. nearby Wet'n'Wild Water Park, kids and adults 1 alike can play in the sun for hours and stay cool. 1111111 Bermuda Dunes Airport , „� o- The airport at Bermuda Dunes serves private jets Palm Springs Aerial Tramway and is located just 8 miles northeast of the City. The Palm Springs Arial Tramway provides visitors with an unparalleled experience exploring the Santa Interstate 10 Rosa and San Jacinto Mountains. One of the country's few interstate highways Outdoor Amenities connecting the east and west coasts, 1-10 provides easy access and links to the Southern California Home to the visitor center for the Santa Rosa and .N t�_Al market as well as a national audience. San Jacinto Mountains National Monument, Palm /'a). Desert offers miles of hiking, biking and equestrian A. (4i11 Amtrak trails that attract thousands of visitors in search „Olt, *ir pa. Amtrak offers travel from Los Angeles to Palm of an active vacation experience. With over 130 % fit\� .F % Springs as well as daily bus service connecting golf resorts, world-renowned tennis facilities and As r• , , • ? Greater Palm Springs with trains in Bakersfield luxurious spa experiences, Palm Desert visitors �' '''h and in Fullerton with connecting bus stops in Palm are never at a loss for activity or relaxation outlets. ,' - ;y _ Desert, Indio, La Quinta, and Palm Springs. i� I _ iiii 4 . . .F ar sQ . to • _ r J i+ .3 •.s •.,t ,3 si:) i II(IIC ill; ltill i, .... ,, it_ _ .. . : , 7 . .. • - --_-‘,7.-.1,,,, r it, li '' ".." ' n g i ;-. 7:;-:'-;--:_,..:::":',.'tliNtr7::::•-• -414C :''...,.-?..-; :.:-..-''.?-4.l'.: ) iall . ob,, ,,,:.. : „.._ ----,, . I li. !, . s_ -4111 Coachella Stagecoach BNP Paribas Open Fashion Week Eir The Coachella Valley California's Country One of the largest tennis Paris comes to the Music and Arts Festival is Music Festival draws tournaments in the world, Desert every spring for I an annual two-weekend 45,000 people to the the BNP Paribas Open Fashion Week El Paseo AI music festival held in the Valley every spring. in Indian Wells draws when designers fill spring that draws 90,000 hundreds of thousands the runways with their I people to the Valley. of tennis fans to the valley upcoming collections. 4111141 every March with more than 431,000 attendees in 2014. I 111111!IM ,1 4 n + 1*J — 1 '-. iAl-r 11411"" ,1,- --, * r I - -- - 'oft-"MI P _ r Tpp f /1 _..- "..0;,4,1- * - - - ,-if . , --,....--, P' _ \tiz Iv f i' I Ifs$ ,, 4-..-'-:-.."=" 1.ftlin.......,.. . * 1 11 , /1: 91% , :�. '.. . itt i • iI 4111i11R1---\11°.' ' t ,.3, t Palm Springs Art Festivals Food & Wine Festival First Weekend Polo Club Games International Palm Desert and the Coinciding with Fashion Week, A fun-filled weekend Every Sunday in January Film Festival surrounding valley cities have Palm Desert's namesake Food of arts and culture and March, Empire Polo Every January, a rich art culture. Festivals, &Wine Festival attracts top held every month from Club hosts polo matches 135,000 attendees fairs and exhibitions span the celebrity chefs and their foodie November to May at their elegant facilities gather in the Coachella entire year with artists and followers to the desert while including art walks, in nearby Indio. Valley for celebrated aficionados alike flocking to helping to showcase some of theater performances, international features the desert to participate. the more than 150 exquisite classic cars, concerts and documentaries. restaurants that the community and more. has to offer. SITES A wide array of opportunities await hotel developers along Highway 111. A majority of these are infill sites that already feature in place operational infrastructure (water, sewer and power). This reduces time and cost for site developers. The City stands ready to discuss potential hotel projects and opportunities with prospective developers. ♦ • b► \ a Jrjf air�� - - t+' t • _ } s "fib.-..v ;.�I J'. .' ,. ..a. _ �.— _ — • 1 s e Y "b }' .9• i f _ 17 ��'J.-mac:= .. , _ _ } ref -wZ•'�' - _ ' ' f� Air _ .. SG�'rv-NGr` -.0 I4�•�!S3cf T_•% M '' S�' E^ < -- ^`�': wa d .,ems �. 3--. . r ? - 's..r•„ .. �„ 0 3 1 _.Ej- y` 'F -`s--, i s z ,,4 ; tz_ 4- '-. -<' .` .a .c^� __ PALMDESERT e' - � �_ � �,, -?� `_ ,.� -=4. For more information contact: ;_ p • j A. - .� !r Economic Development =- ' j` 3 �� Cityof Palm Desert �Y TM- - >, r _- ,. ;'� - _ "`3''' '` j Wes` -11, �,,� www.cityofpalmdesert.org N. -� i �.•� := w.Y'`, ; �.:.. i -1E �s +�`' - k *to.�..._ 760-346-0611 THE CORRIDOR INTERSTATE 10 PALM DESERT Just Passing Through Interstate 10 draws travelers from across the Country, connecting coast-to-coast. Millions travel through the Coachella Valley every year. For some travelers, Palm Desert is simply a stop on their journey. For others, the majestic mountains and peaceful Desert are the destination.The Interstate 10 corridor provides a landscape for development of hotels that meet the needs of the travelers just passing through or planning to stay awhile. There are a variety of events and festivals that take place annually in the Coachella Valley including Stagecoach,Coachella and the Date Festival. These events draw visitors whose accommodations needs will be met by properties much smaller than an expansive five-star resort. I ryZ#. 1' C V. tifa ^, L ! py 4.,p •Y (i , 1. .y ; -4 et y+b fi . . ‘ d r'MI MI Il Lk Arm, ___ • 1 -1 rill...111111.111111111111( ,.. _ L .F. r Why Palm Desert? A D Palm Desert is the center of the Coachella Valley. ,,;, . Tourism is a staple of the Coachella Valley with . - ' i R i' ,t y" ti . r:o- visitors spending over$5 billion in 2011,which T g r" , supported over 43,000 jobs. ', L - . _ _4,+ • -�-. ,f 0P' Located within 120 miles of Los Angeles, Orange ' „ County and San Diego, Palm Desert is perfectly ' A situated to draw from these local markets. 'r' 350 days of sunshine per year. s Market data suggests that there is a strong •-• , existing and growing market for higher-end _ lodging properties in the region. There is always something new to discover in Palm Desert.Tranquil 5.5 million overnight visitors to the area pools tucked amid palm trees,pristine golf courses surrounded by desert per year. views and,of course,endless California sunshine draw visitors to the Experienced a 17%increase in lodging revenue area every year.Palm Desert is just a short drive from all of Southern in the region since 2011. California and located near several airports.The area promises an escape unlike any other.Innovative hotel developments are essential to meet the growing need of all travelers to the region. • �r�. at-- rw Transportation N r/P r w , Whether you're flying in from one of the many connecting The mile-long upscale shopping destination in Palm cities or driving from Southern California or points to the Desert is home to art galleries,restaurants and high t' `a 4i1'il. i north,south,east or west, ettin to Palm Desert is easier end retailers such as Tiffany,Brooks Brothers,Gucci .- „ than ever. g g and Burberry. - Palm Springs International Airport With more than 1,200 acres of desert landscape,the Just 12 miles from Palm Desert is an airport that draws Living Desert Zoo&Gardens is home to a vast array visitors from around the globe with non-stop service of magnificent animals and plant life. "'Mr to 18 cities.Palm Desert is easily accessible,with direct • service from many cold weather locations including several Canadian cities,Chicago,Denver, Between the Palm Desert Aquatic Center and the ,f, >w.4 �t� .---'"r !\ Salt Lake City,New York and Minneapolis. nearby Wet n'Wild Water Park,kids and adults t, ,o' dr alike can play in the sun for hours and stay cool. - lw +' Tv - Bermuda Dunes Airport PLi — The airport at Bermuda Dunes serves private jets and is located just 8 miles northeast of the City. The Palm Springs Arial Tramway provides visitors with an unparalleled experience exploring the Santa Interstate 10 Rosa and San Jacinto Mountains. P' One of the country's few interstate highways connecting 1''i,,.;t� the east and west coasts,I-10 provides easy access and �l0.0.. °4 links to the Southern California market as well as a Home to the visitor center for the Santa Rosa and VV. v: national audience. San Jacinto Mountains National Monument,Palm Desert offers miles of hiking,biking and equestrian a'/'j•_ ,, �� Amtrak trails that attract thousands of visitors in search of an , •"- Amtrak offers travel from Los Angeles to Palm Springs active vacation experience.With over 130 golf resorts, -,to ; — as well as daily bus service connecting Greater Palm world-renowned tennis facilities and luxurious spa ;_ ..+.gorS N ' Springs with trains in Bakersfield and in Fullerton with experiences,Palm Desert visitors are never at a loss - i' :, , connecting bus stops in Palm Desert,Indio,La Quinta, for activity or relaxation outlets. ). I t: and Palm Springs. i - yr- } � w , _;,,_,.... r.4_...... .,..z t '� ii„.-• : • --;/ ,let ..- .+! •'tt+1 , + i it � �' it A % " ' I 41 i -- .-"`•;,1:7.a 1,,,X; 4..; *%;,.4 -„I', .," - i (1:111) , I > , LU _ 4it Ktr_ i -.l (113 Coachella Stagecoach BNP Paribas Open Fashion Week (VI The Coachella Valley California's Country Music One of the largest tennis Paris comes to the Music and Arts Festival is Festival draws 45,000 people tournaments in the world, Desert every spring for an annual two-weekend to the Valley every spring. the BNP Paribas Open in Fashion Week El Paseo music festival held in the Indian Wells draws hundreds when designers fill the spring that draws 90,000 of thousands of tennis fans to runways with their 1114: people to the Valley. the valley every March with upcoming collections. more than 431,000 attendees in 2014. gigiillps, - _ - Di, r i ' —______: //hZ ., .r.r**"` _ ., .% :' ems. /10 _o ("t: - --4 0 * !. i. .. o0 'I ,� . / '...s' 1 - \10 , i - • 1 -. tc.,t 4, - -r 0 Alir , I! --- i ., Palm Springs Art Festivals Food& Wine Festival First Weekend Polo Club Games International Palm Desert and the Coinciding with Fashion Week, A fun-filled weekend of Every Sunday in January Film Festival surrounding valley cities have Palm Desert's namesake Food arts and culture held every and March,Empire Polo ii' Every January, a rich art culture.Festivals, &Wine Festival attracts top month from November to Club hosts polo matches 135,000 attendees fairs and exhibitions span the celebrity chefs and their foodie May including art walks, at their elegant facilities gather in the Coachella entire year with artists and followers to the desert while theater performances,classic in nearby Indio. aficionados alike flocking to helping to showcase some of cars,concerts and more. Valley for celebrated international features the desert to participate. the more than 150 exquisite 1 and documentaries. restaurants that the community has to offer. Sites A variety of potential hotel sites line Interstate 10.Vacant parcels are poised to accommodate development of lodging suited to meet the needs of travelers.The City stands ready to discuss potential hotel projects and opportunities with prospective developers. r .. .21,9p eiL,...„- ... f arl -_,...... _ Fie. ;_ • iI it = ,`i • j .L `i► f ,. _ x r PALM DESERT ./ • • ,,," - -, , . .< For more information contact f �� Economic Development J 4, .�► 4. ' �-• City of Palm Desertw!. 1 �; ' % wwcityofpalmdesert.org