HomeMy WebLinkAbout2/23/2005 - STAFF REPORTS (3) r�rr�rr�!.�r�rryl��
Palm Springs, CA Who N &M-01 '?
Community/D Phase 11
• Customer research firm specializing in retail site
selection
• Over 450 years of retail experience
• Analyzed every type of retail,restaurant and
service concept
�p • Over 2.5 billion square feet of analysis in 2004
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• Over 1,000 clients including retailers,restaurants,
developers and communities
February 2005 We Sneak Retail!
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What is CommunitylD? Where is CommunityfD?
Retailer Matching ro =#
• Matches the specific retail and restaurant
concepts to the buying habits and Iffestyles of y
the consumers living in your trade area
Unique Program Y=
• Is the only p►ogram of Its kind that can -_
factual identify exactly which concepts _
should be in your community
N CommunitylD present
Over 100 Communities in 28 States
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CommunitylU Communitylll'
Is a two-phase retail recruiting system: In Phase 1, we determined and
analyzed the trade area by:
Phase 1: Retail Trade Area Determination
Defining the drive-Hme trade
Phase 11: Identities retailers and area of three sites in Palm
provides an executable Springs
marketing system
Profiling the Iltestyles and __3
buying behavior of the
consumers in your community
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CommunityLO' CommunitylDl' Phase II
In Phase II, we:
• Incorporated the drive time trade Purpose
area for Site 3 from Phase I To identify retailers and restaurants that best fit
• incorporated the household the market trade area
profile of the consumers in this
trade area Application
• Matched speck 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
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CommunitylD' Drive-Time CommunityllY Drive-Time
Drive-Time Technology More accurate trade areas are created
Incorporates speed limits,stop signs and signal using drive fime data and technology
lights,road classifications,time of day,as well as
other factors Consumers think in terms of convenience,
Accurate) determines shopping based on how long it takes to drive to
y a given store versus the distance to said store.
the amount of time a
customer would spend s Trade areas are more i
to drive from home to accurately depicted utilizing
the retail center „w drive-time polygons,not
radial rings. .'
Shopest route l- 'M �_
@UkuhtltlAn _ _ _
eachhoua�hotl- _ -
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Palm Springs Palm Springs — Retail Site 3
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This map depicts the Site for Analysis:
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location of the retail site Site 2 Is located at the _ u
that has been evaluated
intersection of Palm
In Phase it(Site 2-Desert Canyon Drive and _
Fashion Plaza). - Tahqultz Canyon Way
on the western side of ,
- the city.The primary
trade area for this site
MewTyM1e
consists of a fifteen
.d° minute drive-Hme. '
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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
II 3,61e V%
v 3,017 s.t%
J 2c 1,633 We know where they live and the activities they enjoy.
is 31Iw 3.9%
1 3 9.W3 eea member oiawUron club 211
tx 2 llNv e�[Mnrbate! t'!5
31 10,338 36.3% 3 ECa[SYro ,. ti5
a0 3,339 9E% a H. rtessbnal cleaned 155
5 Hwe taken asmiseln tiw lss[th�ee ears 115
n r.n..•a�..�.eu....nv.... ..o.........a.n«.....o OYK 1Xp cE esanimNxad
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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 - Ert atilillaGeaah � 1,35 ��1 Eat at9wicUM�In r 1i4
2 Uaaalauntlmmat-- �9 2 Ikapr6pmd Who oaNa IM
3 imH damvaGcvif 15+M htc r:car - 133 } £tafP .fohRa 124
l Pu�haae n'st FIRa - 1S8 4 Fla--adtbaR 1m
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Trade Area Demographics Matching Retailers to Households
Recommended Retailers
:ao9 PrgeNOP 1aew 3W9 a.ryLroe� n,ve
2oo9 9s,bu 203 99,1e1
ce.,-+ +'c..�..m•. Caro
2WOQuu Wj,369 2NOCmu 37,3W 6=3
��wnNxrL..e•uaa un
!MC— )S,bl 1990 Ceuu 33.178 x.Nwr�.r:hP.a Z.
GromM1from l9N-20]0 19A9% GttwA Rvm IM-2000 15.93% Mmu'Ic SIS
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WgLit/gL� 6W
PmImJryM'WL,gq•4fnnee itp
OFMuICUYLRpn• (]5
From 1990 to 2000,the population of the trade area
P�nMM'TWrM. IN
Increased from 179,446 to 189,620, a 5.677.growth rate. m • .-.. �L
wo„L�•ryp..1 I.M
G:k Svn. 755
Wwm',M,a�.,4�rMa 9u• 1G
Wamn'• vl.Neuen•• III
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Match — Men's/Women's Apparel Non-Match — Home Decor/China
Profile Comparison Profile Comparison
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Thts mlaper to locate in enclosed supxrepicnal math.enclosed ThLMPperp .mnioloaateinthe downtown/eeMrd business didci,
rylendmoYsI s,"eenlen,community ahlp anlw%dewMown/aenhal mdovd-Oau al maps,cultist amen and beestanding lccaHona
businew dlshid,hwslandinp locapaw,and airport/ho afon anfwa
Portion and. co-hs.0h am wpod nwdeupofhWd, scunss Wlts,mA re_pnlesred.Then custcnw bomb
Pscald pnHLTh Theo cudomwfw in and made up of hiphfnoome adults,mMat.They ewr.Mly I.W.in and have
h o plan me children,teens,and adopt They..My opewl.m and
have plan lorfulun ezpansien in California and lhrw+phe l.! hend d the PlSiaot.Ix eN+onaon in Capfemia and lhroupherut the ms1a11M VMlad
us,
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Second Home Owners
Household Profiles Tourism Household Profile
Sa�JN�Own Twl�
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Retailer Specific Marketing Report
Custom Recruiting
Package -
• Marketing packages
addressing specific `L_
retailers
• Integrates all aspects of
the CommunifyID
analysis to create a = _
comprehensive toot for _-;
attracting retail
u
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