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MEMO

As you requested, I have researched the question of the best location other than Florida in which to headquarter our PHENOMS Elite Sport Training facilities. This facility will cater to 10 to 18 year olds who are above average in sports. It will work primarily with middle school age students through high school students. PHENOMS’ goal is to prepare athletes for the college level in whatever sport they excel at – be it football, basketball, baseball, volleyball or lacrosse.
Developing a winning attitude that will carry a student to the next level can be accomplished by teaching goal setting, a strict workout regime with cardiovascular and weight training, along with motivational speakers who, because they have already succeeded in the sport, will provide “inside information” when it comes to securing a spot on a travel team or getting an athletic scholarship. The goal of PHENOMS Elite Sport Training is to provide top notch training, facilities and instructors from a variety of different sports ranging from girls track and field to boys football. Currently there are 21.47 million kids between the ages of 6 and 17 who play on organized teams in the United States. While some play for fun, many others want to succeed to the next level. (www.espn.go.com) This is the purpose and goal of training at PHENOMS. Below you will find my recommendation as to the suggested location of company headquarters and the reasons supporting it.

Recommendation and Process:
Based on a vast amount of research including the in depth study of demographics of the areas, population, weather, salaries and most importantly the existing competition in the field of elite training, I have determined that California (Los Angeles) is the best location for company headquarters. I will prove this by citing five major reasons and statistics that prove this point.
Briefly, I have determined that California – the greater Los Angeles area -- is the best location for our headquarters based on 1) Business Competition 2) Clientele Demographics 3) Style of Living 4) Labor Pool and 5) Commercial Property Tax.
I have done research on government and educational websites, along with studying commercial tax and rental rates which brought me to my conclusion that California versus Florida will be the most favorable location for company headquarters.

COMPETITION
Based on research on google, California (LA) has a lot less competition in the elite training market, with only four other facilities in the state. One just specializes in baseball (Elite Sportcenter West). Florida, on the other hand, has a plethora of top notch training facilities and has become a breeding ground for these types of facilities. For example, Fit-speed, Impact Sports Performance, Elite U, Elv8, The Chamber, Fast Twich currently exist in Florida with high quality facilities and reputations, based on the company websites. There would be a lot less competition in the Los Angeles area for this type of business model versus Florida.
CLIENTELE DEMOGRAPHICS
When it comes to who would attend PHENOMS, the state of California has 9,174,877 minors, and the Los Angeles area has a very large share of prospective enthusiasts at 2,322,213 (www.kidsdata.org) . Florida, in contrast, has 4,026,674 minors with 945,438 living in greater Broward/Dade County. (www.datacenter.kidscount.org ). The large number of minors in the greater Los Angeles, California area illustrates a greater market share to provide business services to. To break it down even more, there are 640,000 students attending 900 schools, 187 public and charter in the Los Angeles school system (www.homelausd.net). Florida, on the other hand, only has a total of 541,206 students in the greater Broward/Dade county, including 484 private schools and 633 public and charter schools for a sum total of 1,117 schools. (www.privateschoolreview.com) More kids equivocates to more athletes and prospective PHENOMS. In terms of marketing to this group, both states are pretty much on an even playing field with just over 1,000 schools that we would advertise in.
The parents of these students are very involved and want their children to succeed as well as 90% of parents with children on a team attend at least one of their child’s games per week and 68% say they talk at least every other day about games/practices. (www.espn.go.com) Another important point is that high schools in California and Florida have been deemed “budget-deprived” meaning there are spots on teams for only 29% and 23% of girls and 39% and 30% of boys, respectively. This proves the point for the need for an elite training facility in California because there are more spots on teams in California than Florida. The sheer number of athletes in California illustrates that clientele demographics in California outweighs Florida. STYLE OF LIVING

Workers in Florida average $43,464.00 per year (www.quickfacts.census.gov) while workers in the Los Angeles-Long Beach-Glendale Metropolitan Division had an average (mean) hourly wage of $25.30 in May, 2013 (or $52,624.00 per year), about 13 percent above the nationwide average of $22.33, according to the U.S. Bureau of Labor Statistics. Obviously this means labor costs will be higher in California, but these numbers do not take into consideration the fact that California has a state income tax while Florida does not, which would even out the playing stakes a bit.

Indoor/outdoor training means climate will play a role in this business model as well. In terms of climate conditions suitable to doing business outdoors as needed, California’s average temperature ranks 12th in the United States at 59.4 degrees, and Florida ranks first at 70.7 degrees. Florida ranks fifth in the amount of annual rainfall with 59.4 inches, and California is 40th with just 22.2 inches. (www.currentresults.com) In terms of storms, Florida has approximately 507 tornado, hail or wind storms per year (www.spc.noaa.gov ), and California has the second most number of earthquakes in the nation (www.earthquakes.usgs.gov). California’s climate conditions are more suitable for an elite sports business.

LABOR POOL

INSTRUCTORS
An important part of the PHENOMS concept is to provide professional football, basketball, baseball, volleyball, track and field, etc. athletes to teach, motivate and evaluate the clientele. The top two states producing athletes in the National Football League are California and Florida. (www.sportingnews.com ) This means most of these professional athletes have homes or ties to their hometowns and want to do community service and give back to the future athletes of America in their area. When studying baseball, 43% of all active players in Major League Baseball were born in California, Texas or Florida. In basketball, California dominates for the number of National Basketball Association players. Again, this enables PHENOMS to have more motivational speakers and instructors. (www.businessinsider.com)

In terms of the general labor pool of counselors, weight training assistants, etc., according to the Bureau of Labor and Statistics (www.bls.gov ), Florida ranks 26th with a 6.1% unemployment rate, and California is 45th with a 7.3% unemployment rate. Once again, this proves two things: more professional athletes to utilize as well as a greater need for jobs in the Los Angeles market due to its higher unemployment rate.

COMMERCIAL PROPERTY TAX & RENTAL RATES
According to Urban Commercial Property Taxes (2010) for properties that cost $2 million and over, Florida ranked 31st with a property tax rate of 1.672%. California was lower, ranking 44th in the United States with a 1.270% property tax rate. (www.lincoln.inst.edu ) Purchasing land and building a facility in turn would favor California in terms of lower commercial property taxes. If PHENOMS were to rent, the greater Los Angeles area rent rates vary from $6.84 to $20.02, depending on location and square footage rented. (www.cityfeet.com ) In Florida, commercial rental rates have increased for the fifth consecutive quarter up to $8.20 per square foot gross. While flex space has fluctuated over the last few years, warehouse space has seen consistent year-over-year growth (7% since 2011) according to Colliers International.
There are deals to be had in California in terms of rental as well as purchase of property. (www.realtor.com)

SUMMARY
Based on the factors of clientele demographics (students ages 10-18), style of living (weather conditions and average salary wages), the labor pool (unemployment rate and the sheer number of professional athletes living in the area), as well as the rental rates and commercial property taxes, California is the location that would be prime for a company such as PHENOMS Elite Sport Training. Taking all of these factors into consideration, the single greatest reason why company headquarters should be in California is because this is a virtually untapped market for this industry. Not having to fight against the competition would certainly aid in more athlete participants and a larger overall profit.

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