Hospitality Feasibility Report

Hotel 16.9

Hospitality Feasibility Report - Christian County, Missouri

Report Summary:

The results of this study encapsulate a particular snapshot in time. The report (provided by Hunden Strategic Partners) was given in response to local assets, circumstances, and market when study was conducted (December 2022 - January 2023). The study does not take future tourism asset development into account; it is a response to travel needs that currently exist. Major economic downturn, local development of additional tourism assets, or other wide-ranging circumstances would affect the results if the study was conducted again.


  • Christian County hospitality demand is growing and could support a local hotel development
    • Current room nights are being lost to Springfield across markets - tourism, corporate travel, sports, events, and more
    • Study evaluated hospitality demand drivers in Christian County and the SWMO region
      • Outdoor recreation and sports create a higher demand in Christian County in spring and summer
    • Study evaluated the Christian County, Springfield, and Branson hospitality markets, including short-term rentals
      • Included performance overview from existing hotel facilities in Christian County
    • Study outlined national mega-trends across the hotel industry


  • Five potential sites evaluated
    • Nixa - three properties
    • Ozark - two properties
    • The study’s top recommended site for development was located in Ozark. Both Hwy 160 and Hwy 65 had adequate traffic counts and either community could feasibly support a hospitality development.  


  • Financial projections included for suggested facility
    • 95-room select-service+ hotel
    • 4,500 sq ft of divisible meeting space
      • Can be reduced if financing prevents full development
    • 95 parking spaces 


  • SWOT Analysis
    • Strengths: 
      • Local demand growth: Sports, entertainment, and event demand drivers within the county
      • Strong traffic along US-65 and US-160
    • Weaknesses: 
      • Limited local demand generators compared to surrounding destination markets
      • Current performance of hospitality assets within the county
    • Opportunities: 
      • Recapture lost hotel demand going to Springfield
      • Limited quality competition
      • Increased local stays and spending
      • New county lodging tax (up to five percent) that can help fund future development
      • Community willingness to incentivize development
    • Threats: 
      • Increased construction costs / interest rates
      • Low market average daily rate (ADR) / occupancy creating higher financing gaps
      • Lack of funding

To learn more about Christian County tourism and assets, click here.