HomeMy WebLinkAboutBUXTON_FINAL_REPORT_BALBOA_VILLAGE_200811111111111111111111111111111111111
*NEW FILE*
B UXTO N_F 1 NAL_RE PO RT_BA
LBOA VILLAGE_2008
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Community/9
Project Overview
Executive Summary
RetailSite ...........................................
Recommended Retailer Profiles
01
................................................... 4
N
Real Estate Requirements..........................................................................................18
Methodologies..............................................................................................................20
Household Segmentation
Drive Time Trade Area
Glossary of Selected Terms
Retailer Analysis and Cannibalization
Household Segment Summaries
Demographics
Thematic Maps
Population
Population Growth
Median Income
Property Value
Traffic
1�4ewn'"r .
CommunitylD®��'
• Project Overview
Sponsors
Leigh DeSantis
Economic Development Director
3300 Newport Blvd
Newport Beach, CA 92658
Sharon Wood
Assistant City Manager
P.O. Box 1768
Newport Beach, CA 92658
Purpose of the Final Report
CommunitylD is a program that is designed specifically for use in community economic
development initiatives.
In the Retail Site Determination, Buxton examined the potential for Newport Beach, CA to
attract new retailers and restaurants. Buxton analyzed the retail location at Balboa Village
and determined the relative viability of the site to recruit the interest of retailers and
restaurants. It was determined that Balboa Village does have the potential to attract new
• retailers and restaurants.
The Final Report is intended to identify specific retailers and restaurants that are most likely
to consider Balboa Village as a potential location. Buxton examined thousands of retailers
and restaurants using sophisticated, retail -minded analysis to narrow our focus to those
with location requirements that best match the site's trade area. Those final selections and
the analysis leading to their selection are presented individually in this report.
Retail Site
The proposed retail site selected by Newport Beach, CA for study in the Final Report is:
Retail Site — Newport Beach, CA — Balboa Village — Balboa Blvd & Main St
How to Use This Report
Newport Beach should review and comprehend the information contained in this report.
Using this report, the accompanying marketing packages, and economic development
partners, Newport Beach is positioned to develop a strategy to contact and recruit each of
the identified retailers. Buxton highly recommends that each retailer be contacted
personally and that contact be maintained during the period of time that it takes for a
national retailer to consider, select, and approve new locations.
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CommunitylD®p,,��l
. Executive Summary
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Findings
In the Retail Site Determination, Buxton studied the retail site within Newport Beach to
determine its relative potential to attract new retailers and restaurants. Our analysis
indicated that the site would be attractive to several major retailers.
Our findings with respect to Balboa Village are summarized as follows:
• The potential site possesses large numbers of households with a mix of dominant
segment households that appeal to a wide variety of retailers and restaurants.
• The potential site benefits from large traffic counts on Balboa Blvd.
Overall, this site is well situated to attract a quality mix of desired retailers and restaurants.
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Community/9
Executive Summary
Selected Retailers and Restaurants
Buxton examined thousands of retailers and restaurants to determine those with location
requirements that best match the buying habits and demographics within the site's retail
trade area. Initially, hundreds of quality matches resulted from our examination, a
testament to the character of Balboa Village as an attractive retail location.
The initial list was narrowed to approximately 84 targets based upon additional research of
each retailer and restaurant. Factors included relative match scores, business strategies and
conditions, and proximity to existing locations.
Finally, Buxton and Newport Beach met to review and discuss proposed targets in order to
make a final selection of retailers and restaurants for which marketing packages would be
prepared. Factors considered in this final step included overall desirability, community
preferences, the potential tenant mix and other issues specific to the economic
development goals of Newport Beach.
Retailer
Retailer Classification
US
Locations
Blimpie Subs
Bakeries/Bagels/Pretzels, Coffee Bars/Juice Bars, Fast Food
1,400
Bruegger's Bagels
Bakeries/Bagels/Pretzels, Fast Casual Restaurants
273
Curves
Health Clubs/Gyms
10,000
Hair Masters
Beauty Salons/Tanning
13,400
Peet's Coffee & Tea
Coffee Bars/Juice Bars
170
Sephora
Cosmetics/Body Care/Fragrance
214
Smoothie King
Coffee Bars/Juice Bars
484
TCBY
Candy/Ice Cream/Yogurt
741
True Value Hardware
Hardware/Home Improvement
4,100
Village Inn Family Restaurant
Bakeries/Bagels/Pretzels, Restaurants/Bars
255
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CommunitylD'
• Retail Site
7-Minute Trade Area Segmentation
•
Each household in the U.S. can be described by one of sixty-six segments, based upon its
consumer habits and spending patterns. This graph depicts the segments, by percent of total
households that comprise the trade area for the proposed site. A segment that represents
at least three percent of a trade area is considered a dominant segment.
The chart at the bottom of this page provides household counts and indicates the percent
of all households in the trade area that are classified in each dominant segment. Page 6
provides a brief description of dominant segments. The methodology section of this report
includes a full description of each segment.
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t 3 5 7 9 11 13 15 17 19 21 23 25 37 29 31 33 35 37 39 41 43 45 47 49 51 53 55 A 59 61 63 63
Skj nt
Na@oa BW i nun St
Doss WIN SeNmeon
Description
NoaS11hows
% of All Nowhohh
I
Upper Crust
3908
15.46
3
Movers 8 Shakers
2325
9.20
4
Young Digemti
3181
OR
7
Money A Brains
69S6
27.SI
8
Execume Suites
1298
5.13
16
Bohemian Mix
3704
14.65
29
American Dreams
980
3.88
4
Community19
• Retail Site
9-Minute Trade Area Segmentation
Each household in the U.S. can be described by one of sixty-six segments, based upon its
consumer habits and spending patterns. This graph depicts the segments, by percent of total
households that comprise the trade area for the proposed site. A segment that represents
at least three percent of a trade area is considered a dominant segment.
The chart at the bottom of this page provides household counts and indicates the percent
of all households in the trade area that are classified in each dominant segment. The next
page provides a brief description of dominant segments. The methodology section of this
report includes a full description of each segment.
•
1 3 5 7 Y 11 13 15 17 19 21 23 25 27 24 31 33 35 37 39 41 43 45 47 49 51 53 55 5l 34 61 63 65
$«Ym
Balboa Wd d Haim St
Bow" seAnew
Description
korsebWs
% of All Hm nbil
I
Upper Crust
6212
16.69
3
Moyers A Shaken
3819
1016
4
Young Digerati
4341
11.66
7
Money A Brains
8363
22.47
8
Executive Suites
1860
5.00
16
Bohemian Mix
5626
15.11
29
American Dreams
1425
3.83
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• Retail Site
Dominant Segment Descriptions
UPPER CRUST — The nation's most exclusive address, Upper Crust is the wealthiest
lifestyle in America —a haven for empty -nesting couples over 55 years old. No segment
has a higher concentration of residents earning over $200,000 a year or possessing a
postgraduate degree, and none has a more opulent standard of living.
MOVERS & SHAKERS — Movers & Shakers is home to America's up-and-coming business
class: a wealthy suburban world of dual -income couples who are highly educated, typically
between the ages of 35 and 54, often with children. Given its high percentage of
executives and white-collar professionals, there is a decided business bent to this segment:
Movers & Shakers rank number one for owning a small business and having a home office.
YOUNG DIGERATI —Young Digerati are the nation's tech -savvy singles and couples living
in fashionable neighborhoods on the urban fringe. Affluent, highly educated and ethnically
mixed, Young Digerati communities are typically filled with trendy apartments and condos,
fitness clubs and clothing boutiques, casual restaurants and all types of bars —from juice to
coffee to microbrew.
7 MONEY & BRAINS — The residents of Money & Brains seem to have it all: high incomes,
advanced degrees and sophisticated tastes to match their credentials. Many of these city
• dwellers —predominantly white with a high concentration of Asian Americans --are
married couples with few children who live in fashionable homes on small, manicured lots.
EXECUTIVE SUITES — Executive Suites consists of upper -middle-class singles and couples
typically living just beyond the nation's beltways. Filled with significant numbers of Asian
Americans and college graduates —both groups are represented at more than twice the
national average —this segment is a haven for white-collar professionals drawn to
comfortable homes and apartments within a manageable commute to downtown jobs,
restaurants and entertainment.
16 BOHEMIAN MIX —A collection of young, mobile urbanites, Bohemian Mix represents the
nation's most liberal lifestyles. Its residents are a progressive mix of young singles and
couples, students and professionals, Hispanics, Asians, African -Americans and whites. In
their funky row houses and apartments, Bohemian Mixers are the early adopters who are
quick to check out the latest movie, nightclub, laptop and microbrew.
29 AMERICAN DREAMS —American Dreams is a living example of how ethnically diverse
the nation has become: more than half the residents are Hispanic, Asian or African -
American. In these multilingual neighborhoods —one in ten residents speaks a language
other than English —middle-aged immigrants and their children live in middle-class
comfort.
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Community/9�`,_
. Recommended Retailer Profiles
Selected Retailers and Restaurants
0
Buxton examined thousands of retailers and restaurants to determine those with location
requirements that best match the buying habits and demographics within the site's retail
trade area.
This analysis identifies potential retailers and restaurants that match the household profile of
the trade area. The trade area profile segmentation graph was compared with the profiles of
over 4,500 retailers and restaurants. Retailer profiles were created by taking the existing
sites of a retailer in the region, getting the segmentation composition within a seven and
nine -minute trade area around each site, and determining the average segmentation
composition for each retailer. The goal is to match a specific retailer's profile to that of the
Newport Beach retail site's trade area profile. Where there is a close match of the retailer's
location profile with the household profile of the trade area, the retailer is selected as a
target for recruitment. If there is a mismatch of profiles, then obviously the retailer is not
considered.
The selection of target retailers also takes into account other factors. If a potential target
retailer already has a location nearby, it might not be included. Site characteristics, tenant
mix, the site's regional setting, and community goals are considered.
Our Final Report process yielded a final recommended list of ten retail and restaurant
targets. The following sections of this report provide detailed information that documents
the selection of each targeted retailer and restaurant.
First, general information is provided that describes the location preferences of each
company, in addition to contact information.
Second, a match report compares the household segmentation of the retail trade area with
the household segments that represent the existing customer base for each retailer or
restaurant. These match reports summarize the attractiveness of Newport Beach's location
for each target.
Finally, a map is provided of the retail site trade area, and dominant segment households for
each retailer or restaurant are overlayed to construct a compelling visual in support of
recruitment efforts.
This information is combined with supplemental marketing information to create individual
marketing packages that can be used in efforts to recruit each company to Balboa Village.
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LI Community/9
Recommended Retailer Profiles
Blimpie Subs
Blimpie Subs considers locations in enclosed regional and super regional malls, power
centers, outlet centers, community strip centers, neighborhood strip centers, pad
sites/outparcels, lifestyle centers, mixed use centers, downtown/central business districts,
airportitransportation centers, college campuses, hospitals, and freestanding locations.
Entertainment and upscale co -tenants are preferred. Their customer base is made up of mid
to high income adults and teens. They currently operate in California and have plans for
expansion throughout the United States.
Contact Information:
Senior Vice President of Real Estate
Jerry Conklin
9311 E Via de Ventura
Scottsdale, AZ 85258
Phone: (480) 362-4314
Fax: (480) 362-481 1
www.blimpie.com
The company has requested that all sites be submitted to:
realestate@kahalacorp.com
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Community/D
Company: BLIMPIE SUBS & SALADS
Report Date: 7/21/2008
Segmentation Profile0) (9 Minute Drive Time)DI
24%
21%
18%
c
a 15%
O
E 12%
O
U
e 9%
6%
3%
0%
Site: Balboa Blvd & Main St
Newport Beach, CA
Profile Match Re
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Company Pile (Dominant SegmentsN3) = Company Profile (All Other Segments) — Site Proffle141
Trade Area Comparison (9 Minute Drive Time)
Newport Beach, CA
BLIMPIE SUBS & SALADS Site Trade Area
Average Trade Area(s) Current Projected
Total Population 73,165 82,556 85,253
Total Households 28,656 37,224 38,031
Company Dominant Segment Households 21,054 28,738 29,361
In Segmentation Profile
(£) Drive Time
(3) Dominant Segments
M Site Profile
i31 Average Trade Area
Every U.S. household is classified into one of 66 distinct segments described by that household's lifestyle and spending habits.
Drive time is used to define the trade area.
Any segment that makes up at least 3 percent of a retailers targeted profile (RED BARS).
Those segments within the site's drive time trade area (BLUE LINE).
BLIMPIE SUBS & SALADS trade areas used in this comparison are similar in population and market type to Newport Beach, CA
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0 Recommended Retailer Profiles
Bruegger's Bagels
Bruegger's Bagels considers locations in power centers, community strip centers, pad
sites/outparcels, lifestyle centers, mixed use centers, downtown/central business districts,
airport/transportation centers, college campuses, and freestanding locations. Fashion -
oriented, upscale, grocery/supermarket, and bookstore co -tenants are preferred. Their
customer base is made up of high income adults. They currently operate in California and
have plans for expansion throughout the United States.
Contact Information:
Vice President of Real Estate
John Wadhams
159 Bank Street
Burlington, VT 05402
Phone: (802) 660-4020
Fax: (802) 652-9293
www.brueggers.com
The company has requested that all sites be submitted to:
erose@brueggers.com
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7 Community/D
Company: BRUEGGER'S BAGEL BAKERY Site: Balboa Blvd $ Main St
Report Date: 7/21/2008 Newport Beach, CA
Segmentation Profile(') (9 Minute Drive Tinii
24%
21%
18%
C
a 15%
w
0
E 12%
0
U
a` 9%
Profile Match Report
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- Company Profile (Dominant Segmentsy3) = Company Profile (All Other Segments) — Site Profile(l)
Trade Area Comparison (9 Minute Drive Time)
Newport Beach, CA
BRUEGGER'S BAGEL BAKERY Site Trade Area
Average Trade Areas) Current Projected
Total Population 81,500 82,556 85,253
Total Households 34,968 37,224 38,031
Company Dominant Segment Households 24,000 31,090 31,764
n1 Segmentation Profile
nl Drive Time
lal Dominant Segments
I•1 Site Profile
(5) Average Trade Ares
CA
Every U.S. household is classified into one of 66 distinct segments described by that household's Iifestyie and spending habits.
Drive ame is used to define the trade area.
Any segment that makes up at least 3 percent of a retailer's targeted profile (RED BARSi.
Those segments within the site's drive time trade area (BLUE LINE).
BRUEGGER'S BAGEL BAKERY trade areas used in mis comparison are similar in population and market type to Newport Beach,
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Community/9
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0 Recommended Retailer Profiles
Curves
Curves considers locations in enclosed regional malls, community strip centers,
neighborhood strip centers, and freestanding locations. All types of co -tenants are
considered. Their customer base is made up of mid income adults and seniors. They
currently operate in California and have plans for expansion throughout the United States.
Contact Information:
Vice President of Franchise Sales
Steve Beatty
100 Ritchie Road
Waco, TX 76712
Phone: (254) 399-9285
Fax: (254) 399-9731
www.curves.com
The company has suggested using their website to locate the nearest franchisee to see if
they have an interest in opening another in the area.
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Company: CURVES
Report Date: 9/22/2008
Segmentation Profile(') (7 Minute Drive Time)R)
24%
21%
16%
c
0
15%
O
E 12%
O
U
g%
6%
3%
0%
Site: Balboa Blvd & Main St
Newport Beach, CA
Profile Match Report
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= Company Profile (Dominant Segments)(3) = Company Profile (All Other Segments) — Site Profile(')
Trade Area Comparison (7 Minute Drive Time)
Newport Beach, CA
CURVES Site Trade Area
Average Trade Area01 Current Projected
Total Population 51,177 52,647 53,526
Total Households 19,210 25,284 25,570
Company Dominant Segment Households 9,999 16,138 16,321
('� Segmentation Profile Every U.S. household is classified into one of 66 distinct segments described by that household's lifestyle and spending habits.
(11 Drive Time Drive time is used to define the trade area.
Dominant Segments Any segment that makes up at least 3 percent of a retailers targeted profile (RED BARS).
!° Site Profile Those segments within the site's drive time trade area (BLUE LINE).
. sAverage Trade Area CURVES trade areas used in this comparison am similar in population and market type to Newport Beach. CA.
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i`;_A Communitylg
• Recommended Retailer Profiles
Hair Masters
Hair Masters considers locations in enclosed regional and super regional malls, power
centers, outlet centers, community strip centers, neighborhood strip centers, lifestyle
centers, and downtown/central business centers. Fashion -oriented, entertainment, outlet,
and grocery/superrnnrkat rn_tPnnntc nra nreferred. Their customer base is made uo of mid
to high income ad
plans for expansior
Contact Informatic
Real Estate Direc
Josh Gardner
7201 Metro Blvd
Minneapolis, MN 5
Phone: (817) 230-4
Fax: (817) 886-727
www.hairmasters&
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Company: HAIR MASTERS Site: Balboa Blvd & Main St
Report Date: 9/22/2008 Newport Beach, CA
Segmentation Profile(') (7 Minute Drive Time)PI
z
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O
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Profile Match Report
(= Company Profile (Dominant Segmentsy3) = Company Profile (All Other Segments) — Site Profile(4)
Trade Area Comparison (7 Minute Drive Time)
HAIR MASTERS
Average Trade AreO1
Current
Newport Beach, CA
Site Trade Area
Projected
Total Population
46,273
52,647
53,526
Total Households
18,821
25,284
25,570
Company Dominant Segment Households
11,287
16,243
16,427
II Segmentation Profile
(]) Drive Time
0) Dominant Segments
i•i Site Profile
iei Average Trade Area
Every U.S. household is classified into one of 66 distinct segments described by that household's lifestyle and spending habits.
Drive time is used to define the trade area.
Any segment that makes up at least 3 percent of a retailer's targeted profile (RED BARS).
Those segments within the site's dnve time trade area (BLUE LINE).
HAIR MASTERS trade areas used in this comparison are similar In population and market type to Newport Beach, CA.
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41 Community/D
Company: HAIR MASTERS
Report Date: 7/21/2008
C J
Segmentation Profile(') (9 Minute Drive Time)(')
24%
21%
18%
0
a 15%
O
E 12%
0
V
e
9%
6%
3%
0%
Site: Balboa Blvd $ Main St
Newport Beach, EA
Profile Match Report
1 2 3 4 5 6 7 8 9 101112131415161718192121222324252677282930W MM3435383738394041424344454647484950515253545 M56 5960516263646566
= Company Profile (Dominant Segmentsy3) = Company Profile (All Other Segments) — Site Pmfilet4)
Trade Area Comparison (9 Minute Drive Time)
Newport Beach, CA
HAIR MASTERS Site Trade Area
Average Trade Areal") Current Projected
Total Population 77,685 82,556 85,253
Total Households 32,551 37,224 38,031
Company Dominant Segment Households 18,262 22,430 22,916
Segmentation Profile
«' Drive Time
Dominant Segments
Site Profile
'5' Average Trade Area
Every U.S. household is classified into one of 66 distinct segments desmbed by that household's lifestyle and spending habits.
Drive time is used to define the trade area.
Any segment that makes up at least 3 percent of a retailer's targeted profile (RED BARS).
Those segments within the site's drive time trade area (BLUE LINE).
HAIR MASTERS trade areas used m this companson are similar in population and market type to Newport Beach, CA.
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CommunityIBF
. Recommended Retailer Profiles
Peet's Coffee & Tea
Peet's Coffee & Tea considers locations in community strip centers, neighborhood strip
centers, downtown/central business districts, and freestanding locations. All types of co-
tenants are considered. Their customer base is made up of mid income adults and seniors.
They currently operate in California and have plans for expansion throughout the United
States.
Contact Information:
Real Estate Director
Carol Mazzetti
316 Durant Way
Mill Valley, CA 94941
Phone: (415) 388-8944
Fax: (415) 388-8966
www.peets.com
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Site: Balboa Blvd & Main St
Newport Beach, CA
Profile Match Report
r CommunitylD
Company: PEET'S COFFEE & TEA INC
Report Date: 9/22/2008
Segmentation Profile(l) (7 Minute Drive Time)(2)
r
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t
_ Company Profile (Dominant Segments)(a) = Company Profile (All Other Segments) — Site Profile(4)
Trade Area Comparison (7 Minute Drive Time)
Newport Beach, CA
PEET'S COFFEE & TEA INC Site Trade Area
Average Trade Area01 Current Projected
Total Population 47,917 52,647 53,526
Total Households 20,125 25,284 25,570
Company Dominant Segment Households 15,862 19,156 19,373
�O Segmentation Profile
0) Drive Time
(3) Dominant Segments
ul Site Profile
ist Average Trade Area
Every U.S. household is classed into one of 66 distinct segments described by that household's lifestyle and spending habits.
Drive tme is used to define the trade area.
Any segment that makes up at least 3 percent of a retailer's targeted profile (RED BARS).
Those segments within the site's drive time trade area (BLUE LINE).
PEET'S COFFEE & TEA INC trade areas used In this comparison are similar in population and market type to Newport Beach, CA.
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Profile Match Report
Company:
PEET'S COFFEE & TEA INC
Site: Balboa Blvd &
Main St
Report Date:
7/21/2008
Newport Beach,
CA
Segmentation Profile(') (9 Minute Drive Time)R)
24%
21%
18%
0
F 15%
0
O
CL
E 12%
0
U
vo 9%
6%
3%
0%
1 2 3 l 5 8 r 8 e 18111913161E 1817
fTAPTT'TTf'r
MM9)51 WMN%6
Company Profile (Dominant Segments)(3) M Company Profile (All Other Segments) — Site Proflle(t)
Trade Area Comparison (9 Minute Drive Time)
Newport Beach, CA
PEET'S COFFEE & TEA INC
Site Trade Area
Average Trade Area01
Current
Projected
Total Population
18,812
82,556
85,253
Total Households
33,959
37,224
38,031
Company Dominant Segment Households
26,175
31,731
32,425
Segmentation Profile
Drive Time
Dominant Segments
Site Profile
Average Trade Area
Every U.S. household is classified into one of 66 distinct segments described by that household's lifestyle and spending habits.
Drive time is used to define the trade area.
Any segment that makes up at least 3 percent of a retailers targeted profile (RED BARS).
Those segments within the site's drive time trade area (BLUE LINE).
PEETS COFFEE & TEA INC trade areas used in this comparison are similar in population and market type to Newport Beach, CA.
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Community/U
Recommended Retailer Profiles
Sephora
Sephora considers locations in enclosed regional and super regional malls, power centers,
lifestyle centers, mixed use centers, downtown/central business districts. Fashion -oriented
and upscale co -tenants are preferred. Their customer base is made up of mid to high
income adults and teens. They currently operate in California and have plans for expansion
throughout the Uni` "`-`--
Contact Informatio
Vice President of I
Celia A Wing
525 Market Street,
San Francisco, CA !
Phone: (415) 284-3
Fax: (415) 284-341
www.sephora.com
The company has r
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•
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Community/D
Company: SEPHORA Site: Balboa Blvd & Main St
Report Date: 6/25/2008 Newport Beach, CA
Segmentation Profilel)) Q Minute Drive Time)9)
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Profile Match Report
Company Profile (Dominant Segments)(') - Company Profile (All Other Segments) — Site Profile(4)
Trade Area Comparison Q Minute Drive Time)
Newport Beach, CA
SEPHORA Site Trade Area
Avenge Trade Area(s) Current Projected
Total Population 56,341 52,647 53,526
Total Households 24,126 25,284 25,570
Company Dominant Segment Households 17,002 20,120 20,348
('i Segmentation Profile Every U.S. household is classified into one of fib district segments described by that household's lifestyle and spending habits.
M Drive Time Drive time is used m define the trade area.
(» Dominant Segments Any segment that makes up at least 3 percent of a retailer's targeted profile (RED BARS).
1^ Site Profile Those segments within the site's drive time trade area (BLUE LANE).
isi Average Trade Area SEPHORA trade areas used in this comparison are similar in population and market type to Newport Beach, CA.
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i ; Community/9
• Recommended Retailer Profiles
Smoothie King
Smoothie King considers locations in enclosed super regional malls, power centers, outlet
centers, community strip centers, neighborhood strip centers, downtown/central business
districts, airport/transportation centers, and freestanding locations. Entertainment, upscale,
and grocery/supermarket co -tenants are preferred. Their customer base is made up of mid
to high income adults and teens. They currently operate in California and have plans for
expansion throughout the United States.
Contact Information:
Executive Vice President and Director of New Business Development
Mike Powers
121 Park Place
Covington, LA 70433
Phone: (985) 635-6973
Fax:(985) 635-6987
www.smoothieking.com
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CommunitylD
Company: SMOOTHIE KING Site: Balboa Blvd & Main St
Report Date: 9/22/2008 Newport Beach, CA
Segmentation Profile(l) Q Minute Drive Time)(t)
24%
21%
18%
said
• 3%
0%
•
Profile Match Report
1 2 3 d 5 87 8 910111213 td 15/61]1819202122Z120252aT/28ae 3o3132333d3536m 3839606162d3d64546d]d8d9505152535155585)�5BBDm 82B38485 Be
Fm Company Profile (Dominant Segments)(a) = Company Profile (All Other Segments) — Site Prome( I
Trade Area Comparison (7 Minute Drive Time)
SMOOTHIE KING
Average Trade Area0)
Current
Newport Beach, CA
Site Trade Area
Projected
Total Population
48,088
52,641
53,526
Total Households
21,129
25,284
2S,510
Company Dominant Segment Households
10,566
8,113
8,872
(') Segmentation Profile
to Drive Time
rn Dominant Segments
(1) Site Profile
(61 Average Trade Area
Every U.S. household is classed into one of BS distinct segments described by that household's lifestyle and spending habits.
Drive time is used to define, the trade area.
Any segment that makes up at least 3 percent of a retailer's targeted profile (RED BARS).
Those segments within the site's drive time trade area (BLUE LINE).
SMOOTHIE KING trade areas used in this comparison are similar in population and market type to Newport Beach, CA.
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Recommended Retailer Profiles
TCBY
TCBY considers locations in enclosed regional and super regional malls, outlet centers,
community strip centers, neighborhood strip centers, pad sites/outparcels, lifestyle centers,
downtown/central business districts, airport/transportation centers, and freestanding
locations. Fashion -oriented, entertainment, and upscale co -tenants are preferred. Their
customer base is made up of high income adults. They currently operate in California and
have plans for expansion throughout the United States.
Contact Information:
Franchise Development Manager
Bill Knight
2855 East Cottonwood Parkway, Suite 400
Salt Lake City, UT 84121
Phone: (678) 206-5763
www.tcby.com
U
•
15
•
Community/D
Company: T C B Y YOGURT
Report Date: 9/22/2008
Segmentation Profile(i) (7 Minute Drive Time)9)
24%
21%
19%
0O
15%
E 12%
0
U
e 9%
6%
3%
Profile Match Report
Site: Balboa Blvd & Main St
Newport Beach, CA
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1 2 34 5 6 T 8 9 1011121314151617 1819202122212125262r 20293031
- Company Profile (Dominant Segments)(') - Company Profile (All Other Segments) — She Profile(4)
Trade Area Comparison (1 Minute Drive Time)
T C B Y YOGURT
Average Trade Aream
Current
Newport Beach, CA
Site Trade Area
Projected
Total Population
46,787
52,647
53,526
Total Households
19,241
2S,284
25,570
Company Dominant Segment Households
13,390
9,348
9,454
Segmentation Profile
Every U.S. household is classified into one of 66 disanct segments described by that household's lifestyle and spending habits.
=' Drive Time
Drive time is used to define the trade area.
Dominant Segments
Any segment that makes up at least 3 percent of a retailers targeted profile (RED BARS).
Site Profile
Those segments within the site's drive time trade area (BLUE LINE).
Average Trade Area
T C B Y YOGURT bade areas used in this comparison are similar in population and market type to Newport Beach. GA-
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•
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Communityla
Recommended Retailer Profiles
True Value Hardware
True Value Hardware considers locations in enclosed regional malls, community strip
centers, neighborhood strip centers, and freestanding locations. All types of co -tenants are
considered. Their customer base is made up of mid income adults. They currently operate
in California and have plans for expansion throughout the United States.
Contact Information:
Real Estate
Bryan Dudek
8600 West Bryn Mawr Avenue
Chicago, IL 60631
Phone: (773) 695-5000
Fax:(773) 695-6516
www.truevaluecompany.com
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•
Community/D
Company: TRUE VALUE HARDWARE
Report Date: 9/22/2008
Segmentation Profile(') Q Minute Drive Time)r)
C
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Profile Match Report
Site: Balboa Blvd & Main St
Newport Beach, CA
24%--'-------------------- ---
21% -- —
15% _-----._----,_.
12%
9%
3%
0%
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Company Profile (Dominant Segments)(31 - Company Profile (All Other Segments) — Site Profile(4)
Trade Area Comparison (7 Minute Drive Time)
Newport Beach, CA
TRUE VALUE HARDWARE
Average Trade Areas)
Current
Site Trade Area
Projected
Total Population
49,012
52,647
53,526
Total Households
19,297
25,284
25,510
Company Dominant Segment Households
9,864
14,814
14,982
" Segmentation Profile
Drive Time
Dominant Segments
^' Site Profile
" Average Trade Area
Every U,S. household is classed into one of fib distinct segments described by that households fdestyle and spending habits.
Drive time is used to define the trade area.
Any segment that makes up at least 3 percent of a retailer's targeted profile (RED BARS).
Those segments within the site's drive time trade area (BLUE LINE).
TRUE VALUE HARDWARE trade areas used in this comparison are similar in population and market type to Newport Beach, CA.
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Company: TRUE VALUE HARDWARE Site: Balboa Blvd & Main St
Report Date: 7/21/2008 Newport Beach, CA
Segmentation Proftle0) (9 Minute Drive Time)(t)
e
9%
Profile Match Report
D^r
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= Company Profile (Dominant Sogmentapal = Company Profile (Alt Other Segments) — Site Profile(4)
Trade Area comparison (9 Minute Drive Time)
TRUE VALUE HARDWARE
Average Trade Aream
Current
Newport Beach, CA
Site Trade Area
Projected
Total Population
74,251
82,556
85,253
Total Households
28,935
37,224
38,031
Company Dominant Segment Households
13,280
24,944
25,485
Segmentation Profile
Drive Time
ia, Dominant Segments
Site Profile
^'Average Trade Area
Every U.S. household is classified into one of 66 distinct segments described by that household's Idestyle and spending habits.
Drive time is used to define the trade area.
Any segment that makes up at least 3 percent of a retailer's targeted profile (RED BARS).
Those segments within me site's drive time trade area (BLUE LINE).
TRUE VALUE HARDWARE trade areas used in this comparison are similar in population and market type to Newport Beach, CA.
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Community/U
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Recommended Retailer Profiles
Village Inn Family Restaurant
Village Inn Family Restaurant considers locations in power centers, outlet centers,
community strip centers, neighborhood strip centers, pad sites/outparcels, lifestyle centers,
mixed use centers, downtown/central business districts, and freestanding locations.
Grocery/supermarket co -tenants are preferred. Their customer base is made up of low to
mid income adults, children, teens, and seniors. They currently operate in California and
have plans for expansion throughout the United States.
Contact Information:
Vice President of Real Estate
Frank J Scherer
400 West 48`^ Avenue
Denver, CO 80216
Phone: (303) 672-2302
Fax: (303) 672-2607
www.villageinn.com
•
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17
•
CommunitylD
Company: VILLAGE INN FAMILY RESTAURANT Site: Balboa Blvd $ Main St
Report Date: 7/21/2008 Newport Beach, CA
Profile Match Report
Segmentation Profile(() (9 Minute Drive Time)Lll
24°i° -- — — ---
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0
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Company Profile (Dominant SegmentSy3) = Company Profile (All Other Segments) — Site Profile(4)
Trade Area Comparison (9 Minute Drive Time)
Newport Beach, CA
VILLAGE INN FAMILY RESTAURANT Site Trade Area
Average Trade Area(') Current Projected
Total Population 75,008 82,556 85,253
Total Households 29,527 37,224 38,031
Company Dominant Segment Households 21,523 31,646 32,332
(1) Segmentation Profile
al Drive Time
13) Dominant Segments
M Site Profile
I51 Average Trade Area
Beach, CA.
Every U.S. household is classified into one o166 district segments described by that household's rdestyle and spending habits.
Dnve time is used to define the trade area.
Any segment that makes up at least 3 percent of a retailer's targeted profile (RED BARS).
Those segments within the site's drive time trade area (BLUE LINE).
VILLAGE INN FAMILY RESTAURANT trade areas used in this comparison are similar In population and market type to Newport
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Real Estate Requirements
Potential Tenant Space Needs
The space needs of the recommended potential tenants aid in the determination of the
overall land area needed for the proposed retail center.
The table below illustrates the preferred gross leasable area (GLA) for each of the individual
recommended retailers. Many of the retailers have a range of preferred GLA, indicating
their individual flexibility in space needed.
Retailer/Restaurant
Preferred GLA
Blimpie Subs
300 — 1,500
Bruegger's Bagels
1,500 — 2,100
Curves
1,000— 1,500
Hair Masters
900 — 1,200
Peet's Coffee & Tea
1,200 — 2,000
Sephora
5,200 — 5,700
Smoothie King
800— 1,200
TCBY
1,000
True Value Hardware
3,500 — 15,000
Village Inn Family Restaurant
4,500
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Real Estate Requirements -continued
Gross Leasable Area Required
To estimate the Gross Leasable Area (GLA) required for the retail center, preferred GLA
amounts were combined to create total amounts. Using an average of 25 retailers in the
center, a total GLA requirement can be estimated. The exact requirements cannot be
calculated due to the wide ranges in preferred GLA for some of the retailers.
Based on the recommended retailers and their specific ranges, a retail center with 25
retailers would be approximately 200,000 - 300,000 GLA. The retail center ranges were
determined using larger retailers as anchors for the center. GLA ranges are an estimate to
allow variation based on the potential retailers. Depending on the combination of retailers,
the estimated size of the retail center can change.
Parking Requirements
Parking requirements can be estimated by the GLA for the retail center. Information on
parking requirements was attained through the Directory of Major Malls by identifying
existing sites with similar GLA to assess the parking. The following chart shows the
estimated parking requirements for the GLA ranges for a retail center with 25 retailers.
is
GLA
Estimated Parking
Spaces
200,000
1,250
300,000
1,300
350,000
1,600
550,000
2,550
Total Land Area
Total land area is estimated by combining the space needs for the retailers and the parking
requirements necessary for specific sizes of retail centers. Acreage required for the retail
centers was approximated using a 3 to I ratio from the retail center size to the total in
order to determine total land area for the retail center. The chart below indicates the
estimated total land area needed for the different GLA ranges.
GLA
Estimated Acres of Land
200,000
14
300,000
21
350,000
24
550,000
38
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r Community/9
Methodologies
Introduction
CommunitylD uses the latest technologies including extensive databases and geographic
information systems to analyze a community's retail potential. This section describes the
research methodologies.
Profiling and Segmentation
Profiling and segmenting household data creates the picture of customers on a
psychographic basis, giving us the ability to distinguish amongst demographically similar
households anywhere in the United States. Technically, segmentation is a standardized
method of classifying, sorting, and grouping people. Segmentation classifies households into
distinct socioeconomic groups and measures households according to lifestyles and behavior
patterns. Millions of customer transactions are analyzed and grouped on an annual basis to
determine similar purchasing habits, which are used to develop psychographics. Compared
to traditional broad -based demographics, the psychographic approach is more focused and
produces results that are more accurate.
i
00 ••o C • • 6
• •
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•
•
• • • •� •
• • • ••
• •
• • • ••
Households by Segment (example)
Segments
♦1
•5
•11
•15
016
♦17
•18
♦ 20
• 22
• 25
• 26
• 27
028
• 29
030
031
035
038
♦41
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♦ 43
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40 Methodologies - continued
The advantage of this system is the ability to integrate behavioral, demographic, and most
importantly, consumer spending habits into models that describe any household in the
United States. These models not only describe age, income, and education, but also the
investments and purchases a household is likely to make. The customer segmentation
system has been thoroughly tested and is well recognized by retailers, services, and
restaurants.
CommunitylD identifies 66 customer segments nationally, ranging from "Upper Crust" at
the highest level of the socioeconomic continuum to "Low -Rise Living" at the lowest level.
The importance of customer segmentation to this study is that once the dominant segments
of the area are known, this "profile" will be recognizable to any retailer in the country. For
example, if it is discovered that segment one, "Upper Crust," appears with more frequency
in the study site trade area than the national average, retailers who market to that segment
may find the area attractive as a new location.
The figure below shows the household segmentation profile for the United States.
is
PCICCOIage
•
U.S. Segmentation Profile
1 J 6 ) V 11 1) 16 II I YI $J 26 ]l RI JI I II JI J> CI 1] II II II 61 61 66 11 11 61 II I
21
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CommunitylD®
. Methodologies - continued
Drive -Time Trade Area
r1
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•
People today shop by convenience and measure distance in time, not miles. Therefore,
CommunitylD utilizes a comprehensive database that can determine the time it takes to
travel between any two points anywhere in the U.S. A custom drive -time trade area is
determined for your sites based on how far customers are willing to travel to purchase
various products and services.
Traditional trade area methodology uses concentric rings around a site location. Concentric
rings do not account for both human behavior and physical geography that may influence
how and why a customer patronizes an area. Because of the limitations of concentric rings,
Buxton has developed the technology required to define a trade area according to the
amount of time it takes to drive to a location.
A drive -time is the surrounding geography of a site where individuals in a household can
reach that site within a set amount of time, such as 7 and 9-Minutes. Unlike a circular trade
area definition, a drive -time trade area can be irregularly shaped because of the particular
configuration of the local road network, differences in maximum speeds on various roads,
geographic barriers, etc.
22
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CommunitylD®
`
Methodologies - continued
•
Glossary
Average Household Income — The total income of a geography divided by the number
of households in the same geography.
Cannibalization — A situation in which one retail site attracts (cannibalizes) customers
from an existing retail site of the same retailer, reducing the existing store's customer base
and sales. Simply, it is the loss of sales of an existing store when a new store location opens
nearby.
Demand — The amount spent on a commodity within a certain geography in relation to the
average amount spent on that commodity.
Drive -Time — The surrounding geography of a site where individuals in a household can
reach that site within a set amount of time, such as seven and nine minutes. Unlike a circular
trade area definition, a drive -time trade area can be irregularly shaped because of the
particular configuration of the local road network, differences in maximum speeds on
various roads, geographic barriers, etc.
Median Household Income — The income figure within a geography where half of the
incomes are higher and half of the incomes are lower.
• Psychographics — Household level lifestyle patterns, behavior, and purchasing habits of a
particular consumer, as opposed to traditional demographics which provide general
information about income, age, and ethnicity.
Retail Trade Potential — The estimate of total retail sales that could potentially exist
within a geography based on the Survey of Retail Trade, demographics, and retail sales
forecasts.
•
Segmentation — A standardized method of classifying, sorting, and grouping households.
CommunitylD identifies 66 customer segments nationally, ranging from "Upper Crust" at
the highest level of the socioeconomic continuum to "Low -Rise Living" at the lowest level.
Trade Area — The geography where the majority of a retailer's customers reside, usually
expressed in distance or time. The zone trade area profile illustrates the households
existing within the trade area for the zone. Typically, profiles of the trade area will illustrate
a more representative picture of what segments are most likely to be core customer
segments because it encompasses a larger area and number of households.
23
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Community/9
'
• Methodologies — continued
Retailer Analysis
•
•
The retailer analysis aspect of this study identifies potential retailers and restaurants for the
designated zone. To begin, CommunitylD creates a household profile of the subject trade
area. This trade area segmentation graph is then compared with segmentation graphs of
more than 4,500 retailers and restaurants to identify appropriate matches. These retail
profiles represent that specific retailer's target area profile. The goal is to match the subject
trade area to the average trade area targeted by the retailers.
To create the retailer profiles, CommunitylD plotted all of a retailer's sites in the USA and
determined the profile within a 7 or 9-Minute trade area around each site. This information
is used to establish the average segmentation composition for each retailer. These retailers
are ranked based on how well their segmentation graphs match the segmentation graph of
the existing population composition.
Cannibalization
Cannibalization occurs when one retail site attracts, or cannibalizes, customers from an
existing retail site of the same retailer, reducing the existing store's core customer base and
sales. Simply, it is the loss of sales of an existing store when a new store location opens
nearby.
24
Community/9
• Methodologies — continued
Household Segments — Brief Descriptions
•
UPPER CRUST — The nation's most exclusive address, Upper Crust is the wealthiest
lifestyle in America —a haven for empty -nesting couples over 55 years old. No
segment has a higher concentration of residents earning over $200,000 a year or
possessing a postgraduate degree, and none has a more opulent standard of living.
2 BLUE BLOOD ESTATES — Blue Blood Estates is a family portrait of suburban wealth, a
place of million -dollar homes and manicured lawns, high -end cars and exclusive private
clubs. The nation's second -wealthiest lifestyle, it is characterized by married couples
with children, college degrees, a significant percentage of Asian Americans and six -
figure incomes earned by business executives, managers and professionals.
3 MOVERS & SHAKERS — Movers & Shakers is home to America's up-and-coming
business class: a wealthy suburban world of dual -income couples who are highly
educated, typically between the ages of 35 and 54, often with children. Given its high
percentage of executives and white-collar professionals, there is a decided business
bent to this segment: Movers & Shakers rank number one for owning a small business
and having a home office.
4 YOUNG DIGERATI — Young Digerati are the nation's tech -savvy singles and couples
living in fashionable neighborhoods on the urban fringe. Affluent, highly educated and
ethnically mixed, Young Digerati communities are typically filled with trendy
apartments and condos, fitness clubs and clothing boutiques, casual restaurants and all
types of bars —from juice to coffee to microbrew.
5 COUNTRY SQUIRES — The wealthiest residents in exurban America live in Country
Squires, an oasis for affluent Baby Boomers who have fled the city for the charms of
small-town living. In their bucolic communities noted for their recently built homes on
sprawling properties, the families of executives live in six -figure comfort. Country
Squires enjoy country club sports like golf, tennis and swimming as well as skiing,
boating and biking.
6 WINNER'S CIRCLE — Among the wealthy suburban lifestyles, Winner's Circle is the
youngest, a collection of mostly 25- to 34-year-old couples with large families in new -
money subdivisions. Surrounding their homes are the signs of upscale living:
recreational parks, golf courses and upscale malls. With a median income of nearly
$90,000, Winner's Circle residents are big spenders who like to travel, ski, go out to
eat, shop at clothing boutiques and take in a show.
25
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Community/9
Household Segments — Brief Descriptions
• 7 MONEY & BRAINS — The residents of Money & Brains seem to have it all: high
incomes, advanced degrees and sophisticated tastes to match their credentials. Many
of these city dwellers —predominantly white with a high concentration of Asian
Americans —are married couples with few children who live in fashionable homes on
small, manicured lots.
8 EXECUTIVE SUITES — Executive Suites consists of upper -middle-class singles and
couples typically living just beyond the nation's beltways. Filled with significant
numbers of Asian Americans and college graduates —both groups are represented at
more than twice the national average —this segment is a haven for white-collar
professionals drawn to comfortable homes and apartments within a manageable
commute to downtown jobs, restaurants and entertainment.
9 BIG FISH, SMALL POND — Older, upper-class, college -educated professionals, the
members of Big Fish, Small Pond are often among the leading citizens of their small-
town communities. These upscale, empty -nesting couples enjoy the trappings of
success, belonging to country clubs, maintaining large investment portfolios and
spending freely on computer technology.
10 SECOND CITY ELITE — There's money to be found in the nation's smaller cities, and
you're most likely to find it in Second City Elite. The residents of these satellite cities
• tend to be prosperous executives who decorate their $200,000 homes with multiple
computers, large -screen TV sets and an impressive collection of wines. With more
than half holding college degrees, Second City Elite residents enjoy cultural activities —
from reading books to attending theater and dance productions.
•
I I GOD'S COUNTRY — When city dwellers and suburbanites began moving to the
country in the 1970's, God's Country emerged as the most affluent of the nation's
exurban lifestyles. Today, wealthier communities exist in the hinterlands, but God's
Country remains a haven for upper -income couples in spacious homes. Typically
college -educated Baby Boomers, these Americans try to maintain a balanced lifestyle
between high -power jobs and laid-back leisure.
12 BRITE LITES, LI'L CITY — Not all of the America's chic sophisticates live in major
metros. Brite Lights, Li'I City is a group of well-off, middle-aged couples settled in the
nation's satellite cities. Residents of these typical double income, no kids households
have college educations, well -paying business and professional careers and swank
homes filled with the latest technology.
26
Q PV {VPOQ�
CommunitylD®VV
L1
Household Segments — Brief Descriptions
• 13 UPWARD BOUND — More than any other segment, Upward Bound appears to be
the home of those legendary Soccer Moms and Dads. In these small satellite cities,
upper-class families boast dual incomes, college degrees and new split-levels and
colonials. Residents of Upward Bound tend to be kid -obsessed, with heavy purchases
of computers, action figures, dolls, board games, bicycles and camping equipment.
14 NEW EMPTY NESTS — With their grown-up children recently out of the house, New
Empty Nests is composed of upscale older Americans who pursue active --and
activist lifestyles. Nearly three-quarters of residents are over 65 years old, but they
show no interest in a rest -home retirement. This is the top -ranked segment for all-
inclusive travel packages; the favorite destination is Italy.
15 POOLS & PATIOS — Formed during the postwar Baby Boom, Pools & Patios has
evolved from a segment of young suburban families to one for mature, empty -nesting
couples. In these stable neighborhoods graced with backyard pools and patios the
highest proportion of homes were built in the 1960's—residents work as white-collar
managers and professionals, and are now at the top of their careers.
16 BOHEMIAN MIX — A collection of young, mobile urbanites, Bohemian Mix represents
the nation's most liberal lifestyles. Its residents are a progressive mix of young singles
and couples, students and professionals, Hispanics, Asians, African -Americans and
• whites. In their funky row houses and apartments, Bohemian Mixers are the early
adopters who are quick to check out the latest movie, nightclub, laptop and
microbrew.
40
17 BELTWAY BOOMERS — The members of the postwar Baby Boom are all grown up.
Today, these Americans are in their forties and fifties, and one segment of this huge
cohort —college -educated, upper -middle-class and home -owning —is found in Beltway
Boomers. Like many of their peers who married late, these Boomers are still raising
children in comfortable suburban subdivisions, and they're pursuing kid -centered
lifestyles.
18 KIDS & CUL-DE-SACS — Upscale, suburban, married couples with children is the
description of Kids & Cul-de-Sacs, an enviable lifestyle of large families in recently built
subdivisions. With a high rate of Hispanic and Asian Americans, this segment is a
refuge for college -educated, white-collar professionals with administrative jobs and
upper -middle-class incomes. Their nexus of education, affluence and children
translates into large outlays for child -centered products and services.
27
Community/9
• Household Segments — Brief Descriptions
19 HOME SWEET HOME — Widely scattered across the nation's suburbs, the residents
of Home Sweet Home tend to be upper -middle-class married couples living in mid-
sized homes with few children. The adults in the segment, mostly between the ages of
25 and 54, have gone to college and hold professional and white-collar jobs. With
their upscale incomes and small families, these folks have fashioned comfortable
lifestyles, filling their homes with toys, TV sets and pets.
20 FAST -TRACK FAMILIES — With their upper -middle-class incomes, numerous children
and spacious homes, Fast -Track Families are in their prime acquisition years. These
middle-aged parents have the disposable income and educated sensibility to want the
best for their children. They buy the latest technology with impunity: new computers,
DVD players, home theater systems and video games. They take advantage of their
rustic locales by camping, boating and fishing.
21 GRAY POWER — The steady rise of older, healthier Americans over the past decade
has produced one important by-product: middle-class, home -owning suburbanites
who are aging in place rather than moving to retirement communities. A segment of
older, mid -scale singles and couples who live in quiet comfort, Gray Power reflects
this trend.
22 YOUNG INFLUENTIALS — Once known as the home of the nation's yuppies, Young
Influentials reflects the fading glow of acquisitive yuppiedom. Today, the segment is a
common address for young, middle-class singles and couples who are more
preoccupied with balancing work and leisure pursuits. Having recently left college
dorms, they now live in apartment complexes surrounded by ball fields, health clubs
and casual -dining restaurants.
23 GREENBELT SPORTS —A segment of middle-class exurban couples, Greenbelt Sports
is known for its active lifestyle. Most of these middle-aged residents are married,
college -educated and own new homes; about a third have children. And few segments
have higher rates for pursuing outdoor activities such as skiing, canoeing, backpacking,
boating and mountain biking.
24 UP-AND-COMERS — Up -and -Comers is a stopover for young, mid -scale singles
before they marry, have families and establish more deskbound lifestyles. Found in
second -tier cities, these mobile twenty -somethings include a disproportionate number
of recent college graduates who are into athletic activities, the latest technology and
nightlife entertainment.
25 COUNTRY CASUALS — There's a laid-back atmosphere in Country Casuals, a
collection of middle-aged, upper -middle-class households that have started to empty -
nest. Workers here —and most households boast two earners —have well -paying
blue- or white-collar jobs, or own small businesses. Today these Baby -Boom couples
have the disposable income to enjoy traveling, owning timeshares and going out to eat.
28
i
Community/9
• Household Segments — Brief Descriptions
26 THE COSMOPOLITANS — Educated, mid -scale and multi -ethnic, The Cosmopolitans
are urbane couples in America's fast-growing cities. Concentrated in a handful of
metros —such as Las Vegas, Miami and Albuquerque —these households feature older
home -owners, empty -nesters and college graduates. A vibrant social scene surrounds
their older homes and apartments, and residents love the nightlife and enjoy leisure -
intensive lifestyles.
•
27 MIDDLEBURG MANAGERS — Middleburg Managers arose when empty -nesters
settled in satellite communities which offered a lower cost of living and more relaxed
pace. Today segment residents tend to be middle-class and over 55 years old with
solid managerial jobs and comfortable retirements. In their older homes, they enjoy
reading, playing musical instruments, indoor gardening and refinishing furniture.
28 TRADITIONAL TIMES — Traditional Times is the kind of lifestyle where small-town
couples nearing retirement are beginning to enjoy their first empty -nest years.
Typically in their fifties and sixties, these middle-class Americans pursue a kind of
granola -and -grits lifestyle. On their coffee tables are magazines with titles ranging
from Country Living and Country Home to Gourmet and Forbes. But they're big travelers,
especially in recreational vehicles and campers.
29 AMERICAN DREAMS — American Dreams is a living example of how ethnically
diverse the nation has become: more than half the residents are Hispanic, Asian or
African -American. In these multilingual neighborhoods —one in ten residents speaks a
language other than English —middle-aged immigrants and their children live in middle-
class comfort.
30 SUBURBAN SPRAWL — Suburban Sprawl is an unusual American lifestyle: a collection
of mid -scale, middle-aged singles and couples living in the heart of suburbia. Typically
members of the Baby Boom generation, they hold decent jobs, own older homes and
condos, and pursue conservative versions of the American Dream. Among their
favorite activities are jogging on treadmills, playing trivia games and renting videos.
31 URBAN ACHIEVERS — Concentrated in the nation's port cities, Urban Achievers is
often the first stop for up-and-coming immigrants from Asia, South America and
Europe. These young singles and couples are typically college -educated and ethnically
diverse: about a third are foreign -born, and even more speak a language other than
English.
29
.�pvrny ,
CommunitylD®
Household Segments — Brief Descriptions
• 32 NEW HOMESTEADERS — Young, middle-class families seeking to escape suburban
sprawl find refuge in New Homesteaders, a collection of small rustic townships filled
with new ranches and Cape Cods. With decent -paying jobs in white-collar and service
industries, these dual -income couples have fashioned comfortable, child -centered
lifestyles, their driveways filled with campers and powerboats, their family rooms with
PlayStations and Game Boys.
0
33 BIG SKY FAMILIES — Scattered in placid towns across the American heartland, Big Sky
Families is a segment of young rural families who have turned high school educations
and blue-collar jobs into busy, middle-class lifestyles. Residents like to play baseball,
basketball and volleyball in addition to going fishing, hunting and horseback riding. To
entertain their sprawling families, they buy virtually every piece of sporting equipment
on the market.
34 WHITE PICKET FENCES — Midpoint on the socioeconomic ladder, residents in White
Picket Fences look a lot like the stereotypical American household of a generation
ago: young, middle-class, married with children. But the current version is
characterized by modest homes and ethnic diversity —including a disproportionate
number of Hispanics and African -Americans.
35 BOOMTOWN SINGLES — Affordable housing, abundant entry-level jobs and a thriving
singles scene— all have given rise to the Boomtown Singles segment in fast-growing
satellite cities. Young, single and working-class, these residents pursue active lifestyles
amid sprawling apartment complexes, bars, convenience stores and laundromats.
36 BLUE-CHIP BLUES — Blue -Chip Blues is known as a comfortable lifestyle for young,
sprawling families with well -paying blue-collar jobs. Ethnically diverse —with a
significant presence of Hispanics and African -Americans —the segmenes aging
neighborhoods feature compact, modestly priced homes surrounded by commercial
centers that cater to child -filled households.
37 MAYBERRY-VILLE — Like the old Andy Griffith Show set in a quaint picturesque berg,
Mayberry-ville harks back to an old-fashioned way of life. In these small towns,
middle-class couples and families like to fish and hunt during the day, and stay home
and watch TV at night. With lucrative blue-collar jobs and moderately priced housing,
residents use their discretionary cash to purchase boats, campers, motorcycles and
pickup trucks.
30
•
Q q
/ yp e'i
Qi'J
_ Community19
Household Segments — Brief Descriptions
38 SIMPLE PLEASURES — With more than two-thirds of its residents over 65 years old,
Simple Pleasures is mostly a retirement lifestyle: a neighborhood of lower -middle-class
singles and couples living in modestly priced homes. Many are high school -educated
seniors who held blue-collar jobs before their retirement, and a disproportionate
number served in the military; no segment has more members of veterans clubs.
39 DOMESTIC DUOS — Domestic Duos represents a middle-class mix of mainly over-55
singles and married couples living in older suburban homes. With their high-school
educations and fixed incomes, segment residents maintain an easy-going lifestyle.
Residents like to socialize by going bowling, seeing a play, meeting at the local fraternal
order or going out to eat.
40 CLOSE -IN COUPLES — Close -In Couples is a group of predominantly African -
American couples living in older homes in the urban neighborhoods of mid -sized
metros. High school educated and empty nesting, these 55-year-old-plus residents
typically live in older city neighborhoods, enjoying secure and comfortable
retirements.
41 SUNSET CITY BLUES — Scattered throughout the older neighborhoods of small cities,
Sunset City Blues is a segment of lower -middle-class singles and couples who have
retired or are getting close to retirement. These empty -nesters tend to own their
homes but have modest educations and incomes. They maintain a low-key lifestyle
filled with newspapers and television by day, and family -style restaurants at night
42 RED, WHITE & BLUES — The residents of Red, White & Blues typically live in exurban
towns rapidly morphing into bedroom suburbs. Their streets feature new fast-food
restaurants, and locals have recently celebrated the arrival of chains like Wal-Mart,
Radio Shack and Payless Shoes. Middle-aged, high school educated and lower -middle
class, these folks tend to have solid, blue-collar jobs in manufacturing, milling and
construction.
43 HEARTLANDERS — America was once a land of small middle-class towns, which can
still be found today among Heartlanders. This widespread segment consists of middle-
aged couples with working-class jobs living in sturdy, unpretentious homes. In these
communities of small families and empty -nesting couples, Heartlanders pursue a rustic
lifestyle where hunting and fishing remain prime leisure activities along with cooking,
sewing, camping and boating.
31
•
Ll Community/U '�¢';���
Household Segments — Brief Descriptions
44 NEW BEGINNINGS — Filled with young, single adults, New Beginnings is a magnet for
adults in transition. Many of its residents are twenty -something singles and couples
just starting out on their career paths —or starting over after recent divorces or
company transfers. Ethnically diverse —with nearly half its residents Hispanic, Asian or
African -American —New Beginnings households tend to have the modest living
standards typical of transient apartment dwellers.
45 BLUE HIGHWAYS — On maps, blue highways are often two-lane roads that wind
through remote stretches of the American landscape. Among lifestyles, Blue Highways
is the standout for lower -middle-class couples and families who live in isolated towns
and farmsteads. Here, Boomer men like to hunt and fish; the women enjoy sewing
and crafts, and everyone looks forward to going out to a country music concert.
46 OLD GLORIES — Old Glories are the nation's downscale suburban retirees,
Americans aging in place in older apartment complexes. These racially mixed
households often contain widows and widowers living on fixed incomes, and they tend
to lead home -centered lifestyles. They're among the nation's most ardent television
fans, watching game shows, soaps, talk shows and newsmagazines at high rates.
47 CITY STARTUPS — In City Startups, young, multi -ethnic singles have settled in
neighborhoods filled with cheap apartments and a commercial base of cafes, bars,
Laundromats and clubs that cater to twenty -somethings. One of the youngest
segments in America —with ten times as many college students as the national
average —these neighborhoods feature low incomes and high concentrations of
Hispanics and African -Americans.
48 YOUNG & RUSTIC — Like the soap opera that inspired its nickname, Young & Rustic
is composed of young, restless singles. Unlike the glitzy soap denizens, however, these
folks tend to be lower income, high school -educated and live in tiny apartments in the
nation's exurban towns. With their service industry jobs and modest incomes, these
folks still try to fashion fast -paced lifestyles centered on sports, cars and dating.
49 AMERICAN CLASSICS — They may be older, lower -middle class and retired, but the
residents of American Classics are still living the American Dream of home ownership.
Few segments rank higher in their percentage of home owners, and that fact alone
reflects a more comfortable lifestyle for these predominantly white singles and couples
with deep ties to their neighborhoods.
32
�tit6\Yc�%/OIQJw.A
144 n'�o\ `�91Yf'Y
Community/9
• Household Segments — Brief Descriptions
50 KID COUNTRY, USA — Widely scattered throughout the nation's heartland, Kid
Country, USA is a segment dominated by large families living in small towns.
Predominantly white with an above -average concentration of Hispanics, these young
working-class households include homeowners, renters and military personnel living in
base housing; about 20 percent of residents own mobile homes.
•
51 SHOTGUNS & PICKUPS — The segment known as Shotguns & Pickups came by its
moniker honestly: it scores near the top of all lifestyles for owning hunting rifles and
pickup trucks. These Americans tend to be young, working-class couples with large
families —more than half have two or more kids —living in small homes and
manufactured housing. Nearly a third of residents live in mobile homes, more than
any other segment.
52 SUBURBAN PIONEERS — Suburban Pioneers represents one of the nation's eclectic
lifestyles, a mix of young singles, recently divorced and single parents who have moved
into older, inner -ring suburbs. They live in aging homes and garden -style apartment
buildings where the jobs are blue-collar and the money is tight. What unites these
residents —a diverse mix of whites, Hispanics and African -Americans —is a working-
class sensibility and an appreciation for their off -the -beaten -track neighborhoods.
53 MOBILITY BLUES — Young singles and single parents make their way to Mobility Blues,
a segment of working-class neighborhoods in America's satellite cities. Racially mixed
and under 25 years old, these transient Americans tend to have modest lifestyles due
to their lower -income blue-collar jobs. Surveys show they excel in going to movies,
playing basketball and shooting pool.
54 MULTI-CULTI MOSAIC — An immigrant gateway community, Multi-Culti Mosaic is the
urban home for a mixed populace of younger Hispanic, Asian and African -American
singles and families. With nearly a quarter of the residents foreign born, this segment
is a Mecca for first -generation Americans who are striving to improve their lower -
middle -class status.
55 GOLDEN PONDS — Golden Ponds is mostly a retirement lifestyle, dominated by
downscale singles and couples over 65 years old. Found in small bucolic towns around
the country, these high school -educated seniors live in small apartments on less than
$25,000 a year; one in five resides in a nursing home. For these elderly residents, daily
life is often a succession of sedentary activities such as reading, watching TV, playing
bingo and doing craft projects.
33
I'QN6{VPOgI�
O�OS
�y I
Community/9
Household Segments — Brief Descriptions
56 CROSSROADS VILLAGERS — With a population of middle-aged, blue-collar couples
and families, Crossroads Villagers is a classic rural lifestyle. Residents are high school -
educated with lower -middle incomes and modest housing; one -quarter live in mobile
homes. There's an air of self-reliance in these households as Crossroads Villagers help
put food on the table through fishing, gardening and hunting.
57 OLD MILLTOWNS — America's once -thriving mining and manufacturing towns have
aged —as have the residents in Old Milltowns communities. Today, the majority of
residents are retired singles and couples living on downscale incomes in pre-1960
homes and apartments. For leisure they enjoy gardening, sewing, socializing at
veterans clubs or eating out at casual restaurants.
58 BACK COUNTRY FOLKS — Strewn among remote farm communities across the
nation, Back Country Folks are a long way away from economic paradise. The
residents tend to be poor, over 55 years old and living in older, modest -sized homes
and manufactured housing. Typically, life in this segment is a throwback to an earlier
era when farming dominated the American landscape.
59 URBAN ELDERS — For Urban Elders —a segment located in the downtown
neighborhoods of such metros as New York, Chicago, Las Vegas and Miami —life is
often an economic struggle. These communities have high concentrations of Hispanics
• and African -Americans and tend to be downscale, with singles living in older apartment
rentals.
•
60 PARK BENCH SENIORS — Park Bench Seniors are typically retired singles living in the
racially mixed neighborhoods of the nation's satellite cities. With modest educations
and incomes, these residents maintain low-key, sedentary lifestyles. Theirs is one of
the top -ranked segments for TV viewing, especially daytime soaps and game shows.
61 CITY ROOTS — Found in urban neighborhoods, City Roots is a segment of lower -
income retirees, typically living in older homes and duplexes they've owned for years.
In these ethnically diverse neighborhoods —more than a third are African -American
and Hispanic —residents are often widows and widowers living on fixed incomes and
maintaining low-key lifestyles.
62 HOMETOWN RETIRED — With three-quarters of all residents over 65 years old,
Hometown Retired is one of the oldest segments. These racially mixed seniors tend
to live in aging homes —half were built before 1958—and typically get by on social
security and modest pensions. Because most never made it beyond high school and
spent their working lives at blue-collar jobs, their retirements are extremely modest.
34
,Q N¢<vror e•
yo
Community/9
• Household Segments — Brief Descriptions
63 FAMILY THRIFTS — The small -city cousins of inner-city districts, Family Thrifts contain
young, ethnically diverse parents who have lots of children and work entry-level
service jobs. In these apartment -filled neighborhoods, visitors find the streets jam-
packed with babies and toddlers, tricycles and basketball hoops, Daewoos and
Hyundais.
64 BEDROCK AMERICA — Bedrock America consists of young, economically challenged
families in small, isolated towns located throughout the nation's heartland. With
modest educations, sprawling families and blue-collar jobs, many of these residents
struggle to make ends meet. One quarter live in mobile homes. One in three has not
finished high school. Rich in scenery, Bedrock America is a haven for fishing, hunting,
hiking and camping.
65 BIG CITY BLUES — With a population that's half Latino, Big City Blues has the highest
concentration of Hispanic Americans in the nation, but it's also the multi -ethnic
address for downscale Asian and African -American households occupying older inner-
city apartments. Concentrated in a handful of major metros, these young singles and
single -parent families face enormous challenges: low incomes, uncertain jobs and
modest educations. More than 40% haven't finished high school.
66 LOW-RISE LIVING — The most economically challenged urban segment, Low -Rise
• Living is known as a transient world for young, ethnically diverse singles and single
parents. Home values are low —about half the national average —and even then, less
than a quarter of residents can afford to own real estate.
is
Buxton utilizes the Clarita? PRIZM®NE segmentation system in this analysis. PRIZM®NE
and Clarita? are registered trademarks of Claritas Inc. The PRIZM segment nicknames
(e.g., "Blue Blood Estates," Big Sky Families," "Country Squires") are trademarks of Claritas
Inc.
35
Btr,ton
Demographics
Analysis Geography: Balboa Blvd a Main St
Newport Beach, CA Date: 9/I6/2008
1 Min 9 Min
Population Profile
Drive Time Drive Time
2012 Projection
53,526 85,253
2007 Estimate
52,647 82,556
2000 Census
52,169 80,085
1990 Census
50,581 76,412
Population Change
M7Mn Drive Time
5% .. _ . ._ ._—. _.. _. _. _. _.. _ _
� 9 Min Drive Time
0%
Growth IM2000 '/•
Growth 2000.2007 '%
Growth 5 Year Proj %
*Work Place Population
1 Min
Drive Time
9 Min
Drive Time
Total
62,519
76,789
Household Profile
2012 Projection
25,510
38,031
2007 Estimate
25,284
37,224
2000 Census
25,298
36,763
1990 Census
23,872
34,8S7
5%
0%
is
Household Change
Growdi 1990-2000 % Growth 2000-2007 % Growth 5 Year Proj %
7 Ain Drive Time
9 Mn Drive Time
Page:
Bwaori Demographics
Analysis Geography: Balboa Blvd & Main St
Newport Beach, fh Due: 9/26/2008
1 Min 9 Min
Population By Race (Current) Drive Time Drive Time
White
48,164
12,730
Black
311
555
American Indian
136
299
Asian
2,086
3,291
Pacific Islander
73
156
Other
798
3,581
Two Or More
1,019
1,944
Total Population By Race 52,641 82556
90%
• 0 70
60%
50%
40%
30%
20%
10%
0%
Population By Race (Current)
White Black American Indian Asian Padfic Islander Other Two Or More
7 Mn Drive Time
9 Mn Drive Tare
1 Min
9 Min
Population By Hispanic Origin (Current)
Drive Time
Drive Time
Hispanic Origin
2,797
8,089
Non Hispanic Origin
49,850
14,467
0
Burton
Demographics
Analysis Geography: Balboa Blvd & Main St
Newport Beath, G1 Date: 9/26/2008
7 Min
9 Min
Population By Age (current)
Drive Time
Drive Time
0 to 4 years
1,950
3,151
5 to 9 years
2,119
3,988
10 to 14 years
2,338
4,339
15 to 17 years
1,440
2,607
18 to 20 years
1,139
2,067
21 to 24 years
1,790
3,091
25 to 34 years
7,273
11,433
35 to 44 years
8,503
13,215
45 to 49 years
4,129
6,616
50 to S4 years
4,063
6,148
55 to 59 years
4,257
6,218
60 to 64 years
3,S76
5,127
65 to 14 years
4,865
6,889
75 to 84 years
3,688
5,027
•85+ Years
1,517
2.040
Total Population By Age
S2,647
82,S56
Average Age
44.S
42.4
Median Age
4S.S
43.3
15%
10%
5%
0%
•
Population By Age (Current)
7 Mn Drive Time
9 Mn Drive Time
Page, 3
Burton
Demographics
Analysis Geography: Balboa Blvd & Main St
Newport Beach, CA Date: 9/26/2008
Households By Income (Current)
T Min
Drive Time
9 Min
Drive Time
Under $15,000
1.541
2,314
$15,000 to $24,999
1,216
2,112
$25,000 to $34,999
1,487
2,150
$35,000 to $49.999
2.487
4.008
$50,000 to $74,999
3,875
5.763
$75,000 to $99,999
3,134
4,583
$100,000 to $149,999
4,570
6,601
$150,000 to $249,999
3,520
4,952
$250,000 to $499,999
1,897
2,619
$500,000 +
1.551
2,122
Total Households By Income
25,284
37,224
Average Household Income
$137,813
$132,460
Per Capita Income
$73,566
$68,992
•Median Household Income
$100,417
$96,704
Households By Income (Current)
19,64%
18.24 %
16.94%
15.43 %
14.03%
12.63%
11.22%
9,82 %
8.42%
7.01 %
5,61%
4.21
21.4%
11
7 Mn [Drive Time
® 9 loin Drive Time
Page: 4
Burton
� 4ftc �
Analysis Geography: Balboa Blvd & Main St
Newport Beach, CA
Demographics
Date: 9/26/2008
7 Min
9 Min
Housing Units By Occupancy (Current)
Drive Time
Drive Time
Owner - Occupied
45.9%
46.2%
Renter - Occupied
40.7%
42.8%
Vacant
13.4%
11.1%
Owner - Occupied Property Values (Current)
Under $20,000
90
160
$20,000 to $39,999
47
107
$40,000 to $59,999
47
93
$60.000 to $79,999
64
75
$80,000 to $99,999
70
81
$100,000 to $149,999
86
93
$150,000 to $199,999
94
123
$200,000 to $299,999
73
97
•$300,000 to $399,999
116
171
$400,000 to $499,999
286
364
$500,000 to $749,999
968
1,589
$750,000 to $999,999
937
053
$1,000,000 +
10,534
14,412
Total Owner - Occupied Property Values 13,412 19,318
Median Property Value 923,938 898,970
Owner - Occupied Property Values (Current)
90.09^i
80.08 % 7 Min Drive Time
70.07 % t� 9 Min Drive Time
10.01 %
0%
•
10� 0 0
o°ems 4 41, e
Page: 5
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