Annual Revenue Generating Activity

Current Location (2025)

Ford Point Location (Estimate)

Notes or other relevant data

Critique

Visitors [revenue from]

$21,000

$400,000 to $600,000

20,000 to 30,000 [visitors per year] for the first three years. This is predicated on $20 a visitor.

The presumption of dramatically increased ROV visitation with visitors paying $20 is the largest single projection used to justify the relocation.

It is severely flawed for several reasons:

• The Rosie the Riveter Visitor Center is free. Projecting that every Visitor Center
  visitor, including children, will also visit the ROV and pay $20 is extremely dubius. In 2025, the Rosie the Riveter Visitor Center logged 33,689 visitors. Most museum ships provide discounts for children seniors and other, reducing the amount to less than
  $20 for many visitors.
• The presumption that the proposed relocation will expose the ROV to people who otherwise would not be aware of it and motivate them to pay $20 for a visit has no basis. Harbour
  Way South is not a well-traveled thoroughfare. It is a dead end mainly used by ferry patrons, many of whom are the same commuters that return day after day. The Craneway has ceased to be a venue that attracts large crowds for special events.
• There would be no parking for ROV visitors most days because the ferry lot fills up early and stays full all day, with substantial use even on weekends.
• Assuming the reported $21,000 from visitor fees at the current location with each visitor paying at least $15, that’s only 2,100 visitors annually. One reason may be that the ROV
  is open only on Saturday and Sunday in the summer from 10:00 AM to 4:00 PM (12 hours a week total) and 10:00 AM to 3:00 PM in the winter (10 hours a week total). Regardless of where the ROV resides, increased visitation will require dramatically increased
  volunteer time or paid staff to act as docents and store clerks and collect fees. Is there a plan and budget for this?
• Marketing the ROV is currently concentrated on the use of social media, some of which gets picked up by local news (mostly virtual) outlets. There is almost no wayfinding for Shipyard
  3 or the ROV outside Shipyard 3. A marketing and branding study might have been a better use of the City’s $300,000 to provide a plan for increasing both awareness and visitation.

Store Sales

$15,000

$100,000 to $150,000

Store sales historically average is 25% of Admissions. The ROV is currently at 65%

The Rosie Visitor Center store is open 7 days a week. Gross sales are about $6,000 a week, or $75,820 a year. Net revenue is $35,354 annually.

Projecting sales of $100,000 to $150,000 annually from a relocated ROV has no basis. The net revenue, which is the only number that should be
counted, would be substantially less than  $100,000 to $150,000.

Community/Private events

$42,000

$100,000

Increase due to change in location and increased Marketing

There is no parking at the proposed relocation site, other than ferry parking, which is full weekdays and weekends during the day, limiting parking
for large gatherings to the evening.

The current location has adequate parking all day every day.

The current location is adjacent to the Riggers Loft, which over the years, has hosted thousands of people for events, providing evidence that
people will easily find seemingly remote locations. The Sailing Goat and Point San Pablo harbor is another example of a seemingly remote location on a dead-end road that regularly attracts large crowds for dining and entertainment.

There is no basis for projecting that event use will increase just because of relocation.

Development Grants/Fundraising

$75,000

$350,000

Funds from Federal, State and relevant foundations, individual donations and business entities

There is no basis for predicting that relocation will result in nearly a 5-fold increase in grant funding.

TOTALS

$153,000

$950,000 to $1,200,000

These estimates are modeled on Rosie the Riveter Museum attendance whose attendance ranges from 40,000 to 60,000 (Note 1)

The estimate of revenue increase by as much as $950,00 to $1,200,000 annually is seriously flawed. Some of it is based on erroneous data, such
as Rosie Visitor Center visitation.