HomeMy WebLinkAbout3/23/2005 - STAFF REPORTS (6) JtflttJ! lt]f Cf���
Palm Springs,CA Who is &D1011?
ZZ
Community/D Phase II
• Customer research firm specializing in retail site
selection
• Over 450 years of retail experience
• Analyzed every type of retail,restaurant and
.._. service concept
• Over 2.5 billion square feet of analysis 1n 2004
Over 1,000 clients Including retailers,restaurants,
developers and communities
February 2005 We Speak Retail!
o7, Z3�o5
�lST2i B� �T!„t�TJnlf>
1
C�rnrr�!arii yl�' ELM Communityl
What is CommunitylD? Where is CommunitylD?
Retailer Matching
���
• Matches the specific retail and restaurantry
concepts to the buying habits and 11festyles of
the consumers living in your trade area
Unique Program 3
• Is the only program of Its kind that can
factua 1 identify exactly which concepts
should be in your community
■CommvnilyM present
Over 100 Communities in 28 States
CommunitylDo CommunityBY
retail recruiting system: In Phase 1, we determined and
Is a two-phaseanalyzed the trade area by:
Phase 1: Retail Trade Area Determination
Defining the drive-time trade
Phase 11:Identifies retailers and area of three sites in Palm
provides an executable Springs
marketing system Profiling the lifestyles and
buying behavior of the
consumers in your community
CommunitylDO CommunitylD' Phase II
In Phase 11, we:
• Incorporated the drive time trade Purpose
area for Site 3 from Phase I To Identity retailers and restaurants that best tit
the market trade area
• Incorporated the household 0
profrle of the consumers in this
trade area Application
• Matched specific retailers with The City of Palm Springs can now focus
core customer profiles that are resources on recruiting specific retailers that
like your households match the trade area's consumers.
• Will provide retail recruiting
packages customized for each
target retailer
CommunitylU Drive-Time CommunityllY Drive-Time
Drive-Time Technology
More accurate trade areas are created
Incorporates speed limits,stop signs and signal using drive time data and technology
lights,road classifications,time of day,as well as
other factors Consumers think In terms of convenience,
Accurately determines shopping based on how long it takes to drive to
- n! a given store versus the distance to said store.
the amount of time
customer would spend ' Trade areas are more
to drive from home to *' accurately depicted ufilizing
the retail center ,;W drive-time polygons, not
w - radial rings.
IS Wculued In
each hw..s M
Palm Springs Palm Springs — Retail Site 3
c«m ra a
Site for Analysis: t
This map depicts the b
location of the retail site Site 2 is located at the
that has been evaluated intersection of Palm
In Phase II(Site 2-Desert Canyon Drive and
Fashion Plaza). Tahquitz Canyon Way '- -
on the western side of :=,f
the city.The primary
a
r o�a�� '-L i �- trade area for this site
u consists of a fifteen a
minute drive-time.
Household Profiles Palm Springs Overview
Households In the 15-minute trade area were profiled Brief Segment Description
based on their lifestyle habits and purchasing behaviors. Segment 30
• Seniors living in suburban areas
.. ,. Likely To travel domestically 15+nights a year
• Likely to have social security deposited
• Contains the largest share of civilian veterans
v 11 2" &7%
17 3'017
%
30 3,633 We know where they live and the activities they enjoy:
.tp fi]3(
Sea member of avetmn club 211
p 30 4,M 12]M 2 UxegoMslonW e%IIRa'lleml 178
39 10,319 3e.9 3 E tSh W'. 95
I 40 3,83s 411% a Hat camera pm(esswnalty clavned 155
5 Hat LLten acmiseln the last MreeVevs iG5
o. ..4..,.��,II„�.,�a „1.1 .... .r A•.. � Ovr t&C uteponuaro rrMaraa
Palm Springs Overview Palm Springs Overview
Brief Segment Description Brief Segment Description
Segment 39 Segment 40
• Seniors with some young adults • Young,single parents and seniors
• Live primarily in renter occupied housing • Typically renters
• Enjoy primetime television • Shop at convenience food marts
• Ranks high in owning a hatchback automobile • Have made several home furniture purchases In the last year
We know where they live and the activities they enjoy: We know where they live and the activities they enjoy:
1 Eet eC IIMIeGesals 1S3 - 1 1A0 z Ee[epwoa'd.0.9
zh .".Mx nn erds r- 11'4I8N
1y o"pee Yeer M - z Eetaf FmA. n' - t2t
- 4 14 A P1eYeeM1b+ll 125
E - owes strireWper - 12B 6 Purcheee oeswi mlehea - 122
UYr Ym mwwwe 1RJ d WYISNGIIye/leR1PIR0e#ed
Trade Area Demographics Matching Retailers to Households
Roco ded Retailers
ARNOfweauc_� �,3r>�;sr_,� - - �eiWiuc:.,'
_. -_. wo�.Por.a m
3WE Frgenon 161,3W McPrgemon 42,33e wwp;[.y9et sib
eW Sca Ne
ME.. 95,beb 3eO3 Emnmrc 39,1e1 Cai�enmilVaT�Y�n IAW
3WOC. m,369 3WO Ceuu 3>,3Ct •�ei��" {73
Gonpwi5dnw�El.[evio[ IA]3
IMC— 75,K1 I C... 3],I]9 MJ.YurwhlgWel ]AM
vww 516
G�from 199J-3WO 19,W% GrcwA Rom 19W-2WO 15.93%
rle
P,xh�3MWYtlw.GMUIIF�wM>r NO
dMNOWe3mvr i]I
From 1990 to 2000,the population of the trade area
Increased from 179,446 to 189,620, a 5.6776 growth rate. Mn'JN m•hp . a u IpH35
Wcmv([ppad
eai5erti ]55
Watii,pNi.Aauun Rw 1G
' Wemn4kpW.Muuen•• 111
Match - Men's/Women's Apparel Non-Match - Home Decor/China
Profile Comparison Profile Comparison
+�•aympr x..om.ryW
{ f i
a .
This Mawr q.(�bbcafe in�ndoudfupx�eplaoal malh,mebaW ThieeelaYerpMen to IoaalebIles 1.an k*..famlbudneeedistdcl,
nylond molh,oWhi aMlws,cemmuNty ship anhn,dawniownJuMral �n4owd raylonal mate,ouUN wnbrs and hMdandi baaKonc
businw d(eMel,heedandlnp bcaNam,a�W ahpodlhanspafa0on cenleee. Fashion- vt d,upecge w-bnoMsanp�x�eMmd-Than cuftomw bae�b
Fashion and upscale oodemnlxa p fws .Thepcudamrbaselsmid matle up of high incam adulh,aeNaet,meY euneMly Jacob in a:W have
to hlph income eieUdren,bens,and adulh.They cunenfly epemFe InaM alum for expanaon In CoWamlaa1Wihrou9houhtheredafthe UrM d
have plarofm M.exponelon in Cadfomla and IhrouphauF flee mdof the 3iales,
U&
10
Second Home Owners
Household Profiles Tourism Household Profile
f•eNfirOran Twlr
o k r a f•ef9la15 OVR•1QHnee, o-
1 Up C.. 4 NlbllUSurcma
� MMd.1(e 5yttu• 5 Paupeaaes Metm Mx
SJ Yl AGootl SUP I`vw 7tl to Hnme Sweet Home
t 14 MWlnY. t 12 AG Shp t,00—o
• ]f On TIMIe Own x L 14 MW"Y.
' g ®® 6ry 1 Lurprypry I11I IS Ga M{Innl Iq
a ••�P�kin /4�n .�•a .a • A .n amb��IPtlo�L•*a_.1 n •,-10 9_n
Retailer Specific Marketing Report
Custom Recruiting
Package = —
>it
• Marketing packages
addressing specific
retailers --
• Integrates all aspects of
Y¢
the CommunitylD - [FVRN4
analysis to create a
comprehensive tool for
attracting retail l = v
t�
u
- 12