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In deriving the market penetration rates shown in Table #7 (page 14) we have taken into account the following factors. - . Competition from existing attractions . Income patterns in the market area . Age distribution in the market area . Ethnic mix of the market area As shown in Table #7, lAD estimates a market penetration rate of 25 percent in the 0 to 5 mile zone, beginning in the first year. In the 5 to 15 mile zone, a lower market penetration rate of 10 percent in the first year, increasing to 12.0 percent by the third year. In the 15-45 mile zone, lAD has estimated an even lower set of market penetration rates, beginning with 7.0 percent in the first year and increasing to a stabilized rate of 9.0 percent by the third year. In the 15 to 25 mile zone, lAD has estimated the penetration rate beginning with 4 percent in the first year, increasing to 6.0 percent by the third year. lAD has estimated the penetration rates for the 45 to 60 mile zone at 2.0 percent in the first year, increasing to 4.0 percent in the third year. Projected Attendance The lower part of Table #7 presents lAD's projections of attendance at the proposed aquarium, which is the product of market segment population multiplied by the corresponding market penetration rate. As shown in the table, total attendance at the proposed aquarium is projected at 445 thousand in /I 2012, increasing each year to 500,000 in 2013. ./ In addition to the entertainment elements, the proposed aquarium will require certain support elements. lAD has identified several types of support facilities that should be included in the proposed aquarium. Many of these items can be added incrementally, as demand dictates. Other elements, such as buildings, are ordinarily developed in the first phase of development but built large enough for future demand. A trolley System will be used to transport guests from auxiliary parking locations from boat dockage and from hotels along Collins Ave to the aquarium. This transportation system expands the parking to 400 spaces. This same system will be used to provide guided tours of the beach area. The boat tours will operate from a intracoastal location on Sunny Isles Blvd. under the bridge. From here aquarium guests can board tours of the ocean and intracoastal to learn about the sea life in these areas. . Feasibility Study for a Proposed Aquarium at Sunny Isles, Florida Page 16