City of Madison residents learn details of feasibility study for multi-use baseball stadium


Monday night, City Consultants from Brailsford & Dunlavey, Inc. gave a presentation on their feasibility study. Mayor Paul Finley also updated residents on the lease and developer  agreement.

As the City of Madison moves forward with plans to build a 46 million dollar multi-use baseball stadium, residents filled city hall to hear the findings of a feasibility study.

“I’m going to walk through the high points of the market analysis,” said Bryan Slater with Brailsford & Dunlavey.

Slater used nine comparable markets like Chattanooga and Pensacola to determine attendance projections.

“Its important when we’re bench marking and doing attendance analysis, that we’re doing it with ballparks with similar positioning,” Slater explained. 

They expect slightly more than 4,700 people to attend per game.  They also evaluated the 30 minute drive time compared to similar markets.

“Huntsville metropolitan statistical area  captures 98% of the over all MSA population. That’s a major strategic advantage for the project because the 30 minute drive time encompasses almost the entire MSA population,” Slater said.  

Brailsford & Dunlavey recommend the multi-use ballpark have a total capacity of 6,000. The mayor has received more than 40 emails from residents who don’t want a ballpark being built.

“On Wall Triana traffic is horrible in the morning trying to get the kids to school, so just like I said, there’s things that we need to do way before built a $50-80 million stadium,” Gary Jones said.   

“The sale taxes that come out of this gives us more room for schools for infrastructure,” said Finley. 

The net operating income for the minor league stadium is estimated at $2 million in the first year.

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