This document provides responses to follow-up questions about a market impact analysis for a proposed equine event center in Kansas. It compares the proposed facility to the Oklahoma City State Fair Park and a facility proposed for York County, South Carolina. The document explains why the Kansas facility could reasonably expect to host 75% as many events as the Oklahoma center, which offers a different product. It also explains why attendance would be higher at the Kansas facility than the South Carolina one, due to differences in their markets, building programs, and operating objectives. The document concludes the event activity projections for the Kansas center appear achievable based on data from comparable facilities.

1. Market, Economic and Fiscal Impact Analysis
for the Kansas Star Equine Event Center
Response to Follow-Up Questions
December 1, 2010

2. Requested Information Regarding Crossroads’ Report
1
1. Explain Crossroads' understanding of events and attendance at the Oklahoma City
State Fair Park equestrian complex and why the Peninsula facility might be expected
to attract no fewer than 75% as many events as reported by State Fair Park.
2. Explain why attendance at the proposed Sumner County facility is anticipated to be
substantially higher, both overall and on a per-event basis, than Crossroads indicated
would be likely at a York County, South Carolina facility of a comparable scale.

3. Factors Influencing Event Activity Estimates
2
• Market characteristics
• Equine inventory and strength/popularity in the region
• Building program
• Operating objectives/market niche
• Competitive environment
• Input from potential users
• Data on comparable facilities

4. Comparison of Select Factors Influencing Event Activity
3
Category Kansas Star State Fair Park Proposed York County
Equine Inventory
- State
- Region
178,700
2.5 million
326,100
2.5 million
94,800
1.5 million
Relative Strength/
Popularity High High Moderate
Building Program
-Arena (Seats)
-Permanent Stalls
-RV Hookups
Indoor (3,000)
400+
80
Indoor (9,000)
960
360
Indoor(2,000)
300
50
Primary Operating
Objective
Tourism/
Economic Impact
Tourism/
Economic Impact
Replace existing
Fairgrounds; Multi-
purpose facility
Primary Market Niche Large State/Regional
Events
Large Regional/National/
International Events
Local/State Events

5. Comparison of Select Factors Influencing Event Activity
4
Category Kansas Star State Fair Park Proposed York County
Competitive Environment Low Moderate High
Quality Area Equine
Facilities Relatively Limited Several Several
Surrounding Amenities Moderate
(With Hotel/ Casino)
High Low
Potential Users’ Input Favorable Not Applicable Favorable

6. Projected Equine Activity Appears Reasonable Relative to That
Achieved at Other Equine Facilities
5
Facility
South Point
Equestrian
Complex
Governor James
B. Hunt, Jr.
Horse Complex
Jacksonville
Equestrian
Center
Western NC
Ag Center
Kansas Star
Equine Event
Center
Prince
George's
Equestrian
Center Expo Square WestWorld
Georgia Int'l
Horse Park Average
Location Las Vegas Raleigh, NC
Jacksonville,
FL
Williamston,
NC
Sumner
County, KS
Upper
Marlboro, MD Tulsa, OK
Scottsdale,
AZ Conyers, GA
(excluding
KS Star)
Number of Events
Equine 28 56 79 49 21 38 68 65 55
Non-Equine 0 20 81 5 4 28 112 41
Total 28 56 99 130 26 42 96 177 90
Event Days
Equine 168 150 73 65 261 161
Non-Equine 0 8 203 253 152
Total 168 150 81 268 514 275
Attendance
Equine 198,700 182,400 358,100 220,000 254,000
Non-Equine 17,000 93,200 11,300 280,000 128,000
Total n/s n/s 83,300 157,700 215,700 275,600 369,400 500,000 615,000 334,000

7. 6
State Fair Park Offers a Very Different Product
 Destination attributes, building program and market niche
 Known as “Horse Show Capital of the World”
 No detailed research was conducted - not considered a comparable facility
 State Fair Park anticipated to host 21 equine events and 135 event days averaging 6.4
days/event in 2010
– Cost prohibitive for the facility to host smaller events
 More quality, competitive facilities in the surrounding area than near Sumner County
 Oklahoma City hotels increased their hotel/motel tax to fund improvements

8. 7
Sample Overview of Direct Spending at Select Equine
Events Held at State Fair Park
Event Start Date End Date
Event
Days
Spectators/
Participants
Average
Attendance
Estimated
Direct
Spending
Avg Spending
Per Person
Greater Oklahoma Hunter/Jumper Show 7/23/2008 7/27/2008 5 16,200 3,240 $3,500,000 $216
Grand Nat'l/World Championship Morgan Horse Show 10/4/2008 10/11/2008 8 61,267 7,658 $14,300,000 $233
Nat'l Reining Championship Show 11/27/2008 12/6/2008 10 51,303 5,130 $12,000,000 $234
Annual World Barrel Racing Futurity 12/9/2008 12/13/2008 5 24,000 4,800 $5,600,000 $233
Select Events in 2008 28 152,770 5,456 $35,400,000 $232
Grand Nat'l/World Championship Morgan Horse Show 10/10/2009 10/17/2009 8 53,800 6,725 $12,500,000 $232
Nat'l Reining Championship Show 11/26/2009 12/5/2009 10 67,620 6,762 $15,000,000 $222
Annual World Barrel Racing Futurity 12/8/2009 12/12/2009 5 31,800 6,360 $7,400,000 $233
Select Events in 2009 51 298,190 5,847 $68,500,000 $230
Kansas Star Equine Event Center 73 215,500 2,952 $18,740,000 $87
 Average attendance and average spending are assumed to be significantly less at Kansas
Star Equine Event Center which appears reasonable

9. 8
York County Multi-Purpose Event Center Is Also
Anticipated to Be a Different Product
 Dissimilar in primary operating objectives, competitive environment, and planned
amenities
 Focus equally on local/State events and attracting out of town attendees
 Only 34% of events and 42% of attendance was equine related activity
 55% of equine activity was low impact or one day shows
 Not a realistic comparison
 Report has projected estimates, not actual numbers, and should not be used to develop
estimates for other projects

10. 9
Summary of Comments
 Event activity appears achievable and conservative, particularly relative to data on
comparable facilities and survey responses
 Internal efforts via strong management and marketing efforts can positively impact event
activity and financial operating results
 Sensitivity analysis with lower attendance would likely be offset by higher spending
numbers more akin to survey results and other industry measures and would likely yield
similar net result for the State

11. 10
Questions