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City of Santa Ana —Santa Ana Zoo Economic Impact Study Marcie 29, 2019 Zoo Advisors, LLC Page 2 Methodology Our work includes the following elements: • Phase 1: Data Gathering and Analysis • Phase It: Economic Impact Study • Phase III: Interpretation and Presentation of Findings Phase I: Data Gathering and Analysis During the first phase of the engagement (which we have already begun) we will request from the Zoo a wide-ranging set of historical operating and financial data, as well as the current master plan iteration of record. We will consolidate and organize data from disparate sources and operating areas into a historical dataset of the last three years of operations at the Zoo, which will take into account attendance, membership, visitor origins, education and volunteer programs, financial performance, and capital projects. We will utilize this dataset to update attendance projections associated with the master plan we previously created, and turn them into a more complete pro forma model. This pro forma model, which will be approved by the client, will project the operating metrics required for the economic impact research. The purpose of this exercise will be to confirm and prepare the data for use in the IMPLAN input-output model, which is the basis for Phase 11 of the engagement: the economic impact research. Phase 11; Economic Impact Study To adequately measure the economic impact and job creation in different industry segments attributable to operations and capital investment at the Zoo, our economic impact analysis will use established economic development practices. In our study we will calculate the direct, indirect and induced effects of the Zoo using proven input-output methodology and the IMPLAN economic impact model, Input -Output analysis is a methodology used by economic developers and governmental agencies to forecast the effects of an economic activity on a particular region or regions; in this case, the City of Santa Ana and Orange County. Direct Effects Economic impact analyses are used to estimate the impact of activity or business on a region. The economic impact model begins with a delineation of payments between a regional economy's primary institutions (firms, households, and governments). The system of economic impacts can be understood by linking the dollar outputs from a given industry to the dollar inputs required from supporting industries and the dollar inputs required from households. Every dollar of a new output from an industry is connected to the level of new support required from related industries and regional households. Economic impacts are estimated as responses to an external stimulus such as tourism, The change in final demand for regional production (in the regional market) triggered by the stimulus is referred to as the direct effect.