Alpharetta s Retail Sites Retail Site 2 15 Minute Analysis Retail Site 2 10 Minute Analysis Retail Site 3 5 Minute Analysis...

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Arabella Andra Allen
6 years ago
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1 Retail Site Assessment October 2010

3 Table of Contents Alpharetta s Retail Sites... 1 Retail Site 1 10 Minute Analysis... 2 Retail Site 1 15 Minute Analysis... 4 Retail Site 2 10 Minute Analysis... 6 Retail Site 2 15 Minute Analysis... 8 Retail Site 3 5 Minute Analysis Retail Site 3 7 Minute Analysis Secondary Trade Area Analysis Appendix A: Leakage and Demand Analysis Appendix B: Segmentation Guide CommunityID Staff Joseph Fackel, Senior Vice President, jfackel@buxtonco.com Janet Ehret, Client Services, jehret@buxtonco.com Philip Davis, Manager/Senior GIS Analyst, pdavis@buxtonco.com Scott Place, Senior GIS Analyst, splace@buxtonco.com All personnel may be reached by phone at Mosaic USA is a registered trademark of Experian; Census Data. Data Source: Applied Geographic Solutions, 2000; Census Estimates and Projections 2008 Data. Data Source: Applied Geographic Solutions

4 "Mosaic USA is a registered trademark of Experian" "National Business Database Source: Experian" "Census Estimates and Projections N 2008 Data. Data Source: Applied Geographic Solutions""Source:2010 usretailcenters.com/theretailplanet.com." 9 "! &% 400 l Windward Pkwy & Deerfield Pkwy #$ 92 &% "! North Point Pkwy & Encore Pkwy l l MANSELL CROSSING I & II St Hwy 9 & Milton Ave Alpharetta NORTH POINT MALL,+ 19 &% 120 NORTH POINT MARKET CENTER ROSWELL TOWN CENTER Roswell &% 400 %& 140 Alpharetta, Georgia: Overview Shopping Centers GLA in thousands to 1000 City Limits l Site 1 l Site 2 l Site 3 Miles S. Polaris Dr. Fort Worth, Texas tel: fax: buxton@buxtonco.com

5 Alpharetta s Retail Sites To begin the CommunityID process, Market St selected three sites to be analyzed for possible retail development or revitalization. The locations of the three sites are shown on the opposite page. has examined the retail potential of the three sites based on the following analyses: Primary and secondary drive time trade areas were delineated for each site A secondary trade area was also created for the City of Alpharetta The customers in each trade area were segmented according to buying habits and lifestyles A profile of Alpharetta s customers within each of the seven trade areas was developed The surplus and leakage for 11 major store types and 49 minor store types were determined for each trade area The purpose of these analyses is to develop Alpharetta s Customer Profile. The Customer Profile is a snapshot of the customers that reside in Alpharetta s trade areas. Even though these consumers are complex and diverse, is able to capture and catalogue the extent to which potential demand for a retailer s goods and services are being met within each trade area. By overlaying Alpharetta s Customer Profile with over 4,500 retail matching profiles in s proprietary database, we are able to identify major categories of retail that are candidates for location in Alpharetta. This matching provides the basis for determining Alpharetta s viability to attract retailers and restaurants and forms the basis for s recommendations and conclusions. With this analysis and s recommendations, Market St can make a more informed decision about investments in infrastructure and can focus resources on areas of higher retail development potential. 1

6 "Mosaic USA is a registered trademark of Experian" "National Business Database Source: Experian" "Census Estimates and Projections N 2008 Data. Data Source: Applied Geographic Solutions""Source:2010 usretailcenters.com/theretailplanet.com." 9 "! &% 400 Mountain Park $# 92 & % 120 %& 140 North Point Pkwy & Encore Pkwy Roswell ROSWELL TOWN CENTER &% "! l Alpharetta,+ 19 &% 120 NORTH POINT MALL NORTH POINT MARKET CENTER MANSELL CROSSING I & II,+ 19 &% 141 Berkeley Lake 9 "! Sandy Springs &% 400 Dunwoody PERIMETER MALL Norcross &% # $ Alpharetta, Georgia: Trade Area Shopping Centers GLA in thousands to Minute Drive Time l Site 1 Miles S. Polaris Dr. Fort Worth, Texas tel: fax: buxton@buxtonco.com

7 Retail Site 1 10 Minute Analysis: North Point Pkwy & Encore Pkwy Drive Time Trade Area The map on the opposite page depicts the primary trade area for Site 1. The primary trade area consists of a ten minute polygon, determined by s proprietary drive time technology. Psychographics The psychographic profile of the households within a ten minute drive time of Site 1 is presented below. 45% 42% 39% 36% 33% 30% North Point Parkway & Encore Pkwy Percentage 27% 24% 21% 18% 15% 12% 9% 6% 3% 0% A1 A3 A5 A7 B2 B4 B6 C2 C4 D1 D3 E1 E3 E5 F1 F3 F5 G2 G4 H2 H4 I2 I4 J1 J3 J5 K2 K4 K6 L2 Segments Mosaic USA is a registered trademark of Experian; Census Data. Data Source: Applied Geographic Solutions, 2000: Census Estimates and Projections 2008 Data Dominant Segments A segment that represents at least three percent of a trade area is a dominant segment. By determining dominant segments and reviewing their segment descriptions, lifestyle habits and preferences can be identified. Please refer to Appendix B for additional segment description information. Dominant Segments Description Households % of All Households A02 Dream Weavers 3, A03 White collar Suburbia 2, A07 New Suburbia Families 6, B01 Status conscious Consumers 2, B03 Urban Commuter Families 1, D01 Nuevo Hispanic Families 1, H01 Young Cosmopolitans 7, H03 Stable Careers 1, H04 Aspiring Hispania 1, Mosaic USA is a registered trademark of Experian; Census Data. Data Source: Applied Geographic Solutions, 2000: Census Estimates and Projections 2008 Data 2

Retail Site 1 10 Minute Analysis (continued) Leakage Analysis The following table represents an overview by store type of the leakage or surplus within the studied trade area.

8 Retail Site 1 10 Minute Analysis (continued) Leakage Analysis The following table represents an overview by store type of the leakage or surplus within the studied trade area. This is represented by an index with 1.0 being the baseline. A leakage is reflected by an index less than 1.0 and a surplus is reflected by an index greater than 1.0. Please see Appendix A for detailed demand and actual sales by category. Source: Mosaic USA is a registered trademark of Experian; Census Data. Data Source: Applied Geographic Solutions, 2000: Census Estimates and Projections 2008 Data The following table presents the trade potential variables for Site 1: Trade Potential Variables Site 1 Estimated Household Count 39,952 Number of Households in Dominant Segments 29,130 Traffic Count 130,260 Total Demand Total Supply $1,743,891,090 $3,422,598,821 Leakage/Surplus $1,678,707,731 Mosaic USA is a registered trademark of Experian; Census Data. Data Source: Applied Geographic Solutions, 2000: Census Estimates and Projections 2008 Data 3

10 "Mosaic USA is a registered trademark of Experian" "National Business Database Source: Experian" "Census Estimates and Projections N 2008 Data. Data Source: Applied Geographic Solutions""Source:2010 usretailcenters.com/theretailplanet.com." 9 "! &% 400 Mountain Park $# 92 & % 120 %& 140 North Point Pkwy & Encore Pkwy Roswell ROSWELL TOWN CENTER &% "! l Alpharetta,+ 19 &% 120 NORTH POINT MALL NORTH POINT MARKET CENTER MANSELL CROSSING I & II,+ 19 &% 141 Berkeley Lake 9 "! Sandy Springs &% 400 Dunwoody PERIMETER MALL Norcross &% # $ Alpharetta, Georgia: Trade Area Shopping Centers GLA in thousands to Minute Drive Time l Site 1 Miles S. Polaris Dr. Fort Worth, Texas tel: fax: buxton@buxtonco.com

11 Retail Site 1 15 Minute Analysis: North Point Pkwy & Encore Pkwy Drive Time Trade Area The map on the opposite page depicts the secondary trade area for Site 1. The secondary trade area consists of a fifteen minute polygon, determined by s proprietary drive time technology. Psychographics The psychographic profile of the households within a fifteen minute drive time of Site 1 is presented below. 36% 33% 30% 27% 24% North Point Parkway & Encore Pkwy Percentage 21% 18% 15% 12% 9% 6% 3% 0% A1 A3 A5 A7 B2 B4 B6 C2 C4 D1 D3 E1 E3 E5 F1 F3 F5 G2 G4 H2 H4 I2 I4 J1 J3 J5 K2 K4 K6 L2 Segments Mosaic USA is a registered trademark of Experian; Census Data. Data Source: Applied Geographic Solutions, 2000: Census Estimates and Projections 2008 Data Dominant Segments A segment that represents at least three percent of a trade area is a dominant segment. By determining dominant segments and reviewing their segment descriptions, lifestyle habits and preferences can be identified. Please refer to Appendix B for additional segment description information. Dominant Segments Description Households % of All Households A02 Dream Weavers 14, A03 White collar Suburbia 4, A07 New Suburbia Families 16, B01 Status conscious Consumers 7, H01 Young Cosmopolitans 19, H03 Stable Careers 3, Mosaic USA is a registered trademark of Experian; Census Data. Data Source: Applied Geographic Solutions, 2000: Census Estimates and Projections 2008 Data 4

Retail Site 1 15 Minute Analysis (continued) Leakage Analysis The following table represents an overview by store type of the leakage or surplus within the studied trade area.

12 Retail Site 1 15 Minute Analysis (continued) Leakage Analysis The following table represents an overview by store type of the leakage or surplus within the studied trade area. This is represented by an index with 1.0 being the baseline. A leakage is reflected by an index less than 1.0 and a surplus is reflected by an index greater than 1.0. Please see Appendix A for detailed demand and actual sales by category. Source: Mosaic USA is a registered trademark of Experian; Census Data. Data Source: Applied Geographic Solutions, 2000: Census Estimates and Projections 2008 Data The following table presents the trade potential variables for Site 1: Trade Potential Variables Site 1 Estimated Household Count 88,380 Number of Households in Dominant Segments 64,755 Traffic Count 130,260 Total Demand $4,301,445,908 Total Supply $5,809,217,030 Leakage/Surplus $1,507,771,122 Mosaic USA is a registered trademark of Experian; Census Data. Data Source: Applied Geographic Solutions, 2000: Census Estimates and Projections 2008 Data 5

14 "Mosaic USA is a registered trademark of Experian" "National Business Database Source: Experian" "Census Estimates and Projections N 2008 Data. Data Source: Applied Geographic Solutions""Source:2010 usretailcenters.com/theretailplanet.com." &% 372 &% "!,+ 19 &% 400 %& 141 l Windward Pkwy & Deerfield Pkwy Roswell &% "! Alpharetta MANSELL CROSSING I & II ROSWELL TOWN CENTER,+ 19 &% 120 NORTH POINT MALL NORTH POINT MARKET CENTER &% 141 &% 120 &% 400 &% 120,+ Alpharetta, Georgia: Trade Area Shopping Centers GLA in thousands to Minute Drive Time l Site 2 Miles S. Polaris Dr. Fort Worth, Texas tel: fax: buxton@buxtonco.com

15 Retail Site 2 10 Minute Analysis: Windward Pkwy & Deerfield Pkwy Drive Time Trade Area The map on the opposite page depicts the primary trade area for Site 2. The primary trade area consists of a ten minute polygon, determined by s proprietary drive time technology. Psychographics The psychographic profile of the households within a ten minute drive time of Site 2 is presented below. Percentage 45% 42% 39% 36% 33% 30% 27% 24% 21% 18% 15% 12% 9% 6% 3% Windward Pkwy & Deerfield Pkwy 0% A1 A3 A5 A7 B2 B4 B6 C2 C4 D1 D3 E1 E3 E5 F1 F3 F5 G2 G4 H2 H4 I2 I4 J1 J3 J5 K2 K4 K6 L2 Segments Mosaic USA is a registered trademark of Experian; Census Data. Data Source: Applied Geographic Solutions, 2000: Census Estimates and Projections 2008 Data Dominant Segments A segment that represents at least three percent of a trade area is a dominant segment. By determining dominant segments and reviewing their segment descriptions, lifestyle habits and preferences can be identified. Please refer to Appendix B for additional segment description information. Dominant Segments Description Households % of All Households A02 Dream Weavers 4, A03 White collar Suburbia 1, A07 New Suburbia Families 12, B01 Status conscious Consumers 1, H01 Young Cosmopolitans 4, Mosaic USA is a registered trademark of Experian; Census Data. Data Source: Applied Geographic Solutions, 2000: Census Estimates and Projections 2008 Data 6

Retail Site 2 10 Minute Analysis (continued) Leakage Analysis The following table represents an overview by store type of the leakage or surplus within the studied trade area.

16 Retail Site 2 10 Minute Analysis (continued) Leakage Analysis The following table represents an overview by store type of the leakage or surplus within the studied trade area. This is represented by an index with 1.0 being the baseline. A leakage is reflected by an index less than 1.0 and a surplus is reflected by an index greater than 1.0. Please see Appendix A for detailed demand and actual sales by category. Mosaic USA is a registered trademark of Experian; Census Data. Data Source: Applied Geographic Solutions, 2000: Census Estimates and Projections 2008 Data The following table presents the trade potential variables for Site 2: Trade Potential Variables Site 2 Estimated Household Count 29,065 Number of Households in Dominant Segments 23,665 Traffic Count 31,680 Total Demand Total Supply $1,532,135,837 $2,848,057,197 Leakage/Surplus $1,315,921,360 Mosaic USA is a registered trademark of Experian; Census Data. Data Source: Applied Geographic Solutions, 2000: Census Estimates and Projections 2008 Data 7

18 "Mosaic USA is a registered trademark of Experian" "National Business Database Source: Experian" "Census Estimates and Projections N 2008 Data. Data Source: Applied Geographic Solutions""Source:2010 usretailcenters.com/theretailplanet.com." &% 372 &% "!,+ 19 &% 400 %& 141 l Windward Pkwy & Deerfield Pkwy Roswell &% "! Alpharetta MANSELL CROSSING I & II ROSWELL TOWN CENTER,+ 19 &% 120 NORTH POINT MALL NORTH POINT MARKET CENTER &% 141 % & 120 &% 400 &% 120,+ Alpharetta, Georgia: Trade Area Shopping Centers GLA in thousands to Minute Drive Time l Site 2 Miles S. Polaris Dr. Fort Worth, Texas tel: fax: buxton@buxtonco.com

19 Retail Site 2 15 Minute Analysis: Windward Pkwy & Deerfield Pkwy Drive Time Trade Area The map on the opposite page depicts the secondary trade area for Site 2. The secondary trade area consists of a fifteen minute polygon, determined by s proprietary drive time technology. Psychographics The psychographic profile of the households within a fifteen minute drive time of Site 2 is presented below. 36% 33% 30% 27% 24% Windward Pkwy & Deerfield Pkwy Percentage 21% 18% 15% 12% 9% 6% 3% 0% A1 A3 A5 A7 B2 B4 B6 C2 C4 D1 D3 E1 E3 E5 F1 F3 F5 G2 G4 H2 H4 I2 I4 J1 J3 J5 K2 K4 K6 L2 Segments Mosaic USA is a registered trademark of Experian; Census Data. Data Source: Applied Geographic Solutions, 2000: Census Estimates and Projections 2008 Data Dominant Segments A segment that represents at least three percent of a trade area is a dominant segment. By determining dominant segments and reviewing their segment descriptions, lifestyle habits and preferences can be identified. Please refer to Appendix B for additional segment description information. Dominant Segments Description Households % of All Households A02 Dream Weavers 10, A03 White collar Suburbia 5, A07 New Suburbia Families 22, B01 Status conscious Consumers 4, H01 Young Cosmopolitans 6, Mosaic USA is a registered trademark of Experian; Census Data. Data Source: Applied Geographic Solutions, 2000: Census Estimates and Projections 2008 Data 8

Retail Site 2 15 Minute Analysis (continued) Leakage Analysis The following table represents an overview by store type of the leakage or surplus within the studied trade area.

20 Retail Site 2 15 Minute Analysis (continued) Leakage Analysis The following table represents an overview by store type of the leakage or surplus within the studied trade area. This is represented by an index with 1.0 being the baseline. A leakage is reflected by an index less than 1.0 and a surplus is reflected by an index greater than 1.0. Please see Appendix A for detailed demand and actual sales by category. Mosaic USA is a registered trademark of Experian; Census Data. Data Source: Applied Geographic Solutions, 2000: Census Estimates and Projections 2008 Data The following table presents the trade potential variables for Site 2: Trade Potential Variables Site 2 Estimated Household Count 66,753 Number of Households in Dominant Segments 49,289 Traffic Count 31,680 Total Demand $4,130,705,794 Total Supply $5,257,605,887 Leakage/Surplus $1,126,900,093 Mosaic USA is a registered trademark of Experian; Census Data. Data Source: Applied Geographic Solutions, 2000: Census Estimates and Projections 2008 Data 9

22 "Mosaic USA is a registered trademark of Experian" "National Business Database Source: Experian" "Census Estimates and Projections N 2008 Data. Data Source: Applied Geographic Solutions""Source:2010 usretailcenters.com/theretailplanet.com." l St Hwy 9 & Milton Ave 9 "! Alpharetta,+ 19 &% 120 &% 140 Roswell NORTH POINT MALL NORTH POINT MARKET CENTER MANSELL CROSSING I & II ROSWELL TOWN CENTER &% 400 Alpharetta, Georgia: Trade Area Shopping Centers GLA in thousands to Minute Drive Time l Site 3 Miles S. Polaris Dr. Fort Worth, Texas tel: fax: buxton@buxtonco.com

23 Retail Site 3 5 Minute Analysis: St Hwy 9 & Milton Ave Drive Time Trade Area The map on the opposite page depicts the primary trade area for Site 3. The primary trade area consists of a five minute polygon, determined by s proprietary drive time technology. Psychographics The psychographic profile of the households within a five minute drive time of Site 3 is presented below. Percentage 45% 42% 39% 36% 33% 30% 27% 24% 21% 18% 15% 12% 9% 6% 3% St Hwy 9 & Milton Ave 0% A1 A3 A5 A7 B2 B4 B6 C2 C4 D1 D3 E1 E3 E5 F1 F3 F5 G2 G4 H2 H4 I2 I4 J1 J3 J5 K2 K4 K6 L2 Segments Mosaic USA is a registered trademark of Experian; Census Data. Data Source: Applied Geographic Solutions, 2000: Census Estimates and Projections 2008 Data Dominant Segments A segment that represents at least three percent of a trade area is a dominant segment. By determining dominant segments and reviewing their segment descriptions, lifestyle habits and preferences can be identified. Please refer to Appendix B for additional segment description information. Dominant Segments Description Households % of All Households A05 Enterprising Couples A06 Small town Success A07 New Suburbia Families 2, C05 Mid market Enterprise F02 Moderate Conventionalists H01 Young Cosmopolitans 3, H03 Stable Careers H04 Aspiring Hispania Mosaic USA is a registered trademark of Experian; Census Data. Data Source: Applied Geographic Solutions, 2000: Census Estimates and Projections 2008 Data 10

Retail Site 3 5 Minute Analysis (continued) Leakage Analysis The following table represents an overview by store type of the leakage or surplus within the studied trade area.

24 Retail Site 3 5 Minute Analysis (continued) Leakage Analysis The following table represents an overview by store type of the leakage or surplus within the studied trade area. This is represented by an index with 1.0 being the baseline. A leakage is reflected by an index less than 1.0 and a surplus is reflected by an index greater than 1.0. Please see Appendix A for detailed demand and actual sales by category. Mosaic USA is a registered trademark of Experian; Census Data. Data Source: Applied Geographic Solutions, 2000: Census Estimates and Projections 2008 Data The following table presents the trade potential variables for Site 3: Trade Potential Variables Site 3 Estimated Household Count 9,338 Number of Households in Dominant Segments 7,967 Traffic Count 28,486 Total Demand Total Supply $446,551,388 $1,478,059,588 Leakage/Surplus $1,031,508,200 Mosaic USA is a registered trademark of Experian; Census Data. Data Source: Applied Geographic Solutions, 2000: Census Estimates and Projections 2008 Data 11

26 "Mosaic USA is a registered trademark of Experian" "National Business Database Source: Experian" "Census Estimates and Projections N 2008 Data. Data Source: Applied Geographic Solutions""Source:2010 usretailcenters.com/theretailplanet.com." l St Hwy 9 & Milton Ave 9 "! Alpharetta,+ 19 &% 120 &% 140 Roswell NORTH POINT MALL NORTH POINT MARKET CENTER MANSELL CROSSING I & II ROSWELL TOWN CENTER &% 400 Alpharetta, Georgia: Trade Area Shopping Centers GLA in thousands to Minute Drive Time l Site 3 Miles S. Polaris Dr. Fort Worth, Texas tel: fax: buxton@buxtonco.com

27 Retail Site 3 7 Minute Analysis: St Hwy 9 & Milton Ave Drive Time Trade Area The map on the opposite page depicts the secondary trade area for Site 3. The secondary trade area consists of a seven minute polygon, determined by s proprietary drive time technology. Psychographics The psychographic profile of the households within a seven minute drive time of Site 3 is presented below. 36% 33% 30% 27% 24% St Hwy 9 & Milton Ave Percentage 21% 18% 15% 12% 9% 6% 3% 0% A1 A3 A5 A7 B2 B4 B6 C2 C4 D1 D3 E1 E3 E5 F1 F3 F5 G2 G4 H2 H4 I2 I4 J1 J3 J5 K2 K4 K6 L2 Segments Mosaic USA is a registered trademark of Experian; Census Data. Data Source: Applied Geographic Solutions, 2000: Census Estimates and Projections 2008 Data Dominant Segments A segment that represents at least three percent of a trade area is a dominant segment. By determining dominant segments and reviewing their segment descriptions, lifestyle habits and preferences can be identified. Please refer to Appendix B for additional segment description information. Dominant Segments Description Households % of All Households A02 Dream Weavers 1, A07 New Suburbia Families 5, B01 Status conscious Consumers H01 Young Cosmopolitans 3, H02 Minority Metro Communities Mosaic USA is a registered trademark of Experian; Census Data. Data Source: Applied Geographic Solutions, 2000: Census Estimates and Projections 2008 Data 12

Retail Site 3 7 Minute Analysis (continued) Leakage Analysis The following table represents an overview by store type of the leakage or surplus within the studied trade area.

28 Retail Site 3 7 Minute Analysis (continued) Leakage Analysis The following table represents an overview by store type of the leakage or surplus within the studied trade area. This is represented by an index with 1.0 being the baseline. A leakage is reflected by an index less than 1.0 and a surplus is reflected by an index greater than 1.0. Please see Appendix A for detailed demand and actual sales by category. Mosaic USA is a registered trademark of Experian; Census Data. Data Source: Applied Geographic Solutions, 2000: Census Estimates and Projections 2008 Data The following table presents the trade potential variables for Site 3: Trade Potential Variables Site 3 Estimated Household Count 16,527 Number of Households in Dominant Segments 12,490 Traffic Count 28,486 Total Demand $682,169,724 Total Supply $2,003,694,564 Leakage/Surplus $1,321,524,840 Mosaic USA is a registered trademark of Experian; Census Data. Data Source: Applied Geographic Solutions, 2000: Census Estimates and Projections 2008 Data 13

30 "Mosaic USA is a registered trademark of Experian" "National Business Database Source: Experian" "Census Estimates and Projections 2008 Data. Data Source: Applied Geographic Solutions""Source:2010 usretailcenters.com/theretailplanet.com." N NORTH NORTH NORTH GEORGIA GEORGIA GEORGIA PREMIUM PREMIUM PREMIUM OUTLETS OUTLETS OUTLETS GEORGIA PREMIUM OUTLETS NORTH NORTH NORTH GEORGIA PREMIUM OUTLETS # $ 53 Ball Ground Ground Ball % & 372 % & 306 % & 369 # $ 20 Cumming Cumming % & % & CUMMING CUMMING MARKETPLACE MARKETPLACE MARKETPLACE CUMMING 400 % & 372 Lake Lake Sidney Sidney Lanier Lanier 371 # $ 20 % & 400 Buford Buford Sugar Hill Hill Sugar! " 9 # $ 13 % & Alpharetta Alpharetta 120 # $ 92 Roswell Roswell MALL MALL MALL OF OF OF GEORGIA GEORGIA GEORGIA Suwanee Suwanee NORTH NORTH NORTH POINT POINT POINT MALL MALL MALL POINT MALL NORTH NORTH NORTH POINT MALL ROSWELL ROSWELL ROSWELL TOWN TOWN TOWN CENTER CENTER CENTER TOWN CENTER ROSWELL ROSWELL ROSWELL TOWN CENTER % & 317 NORTH NORTH NORTH POINT POINT MARKET MARKET CENTER CENTER NORTH NORTH NORTH POINT POINT POINT POINT MARKET MARKET MARKET MARKET CENTER CENTER CENTER CENTER MANSELL MANSELL MANSELL CROSSING CROSSING CROSSING IIIII & & & II II II CROSSING & II MANSELL MANSELL MANSELL CROSSING & II SUWANEE SUWANEE SUWANEE GATEWAY GATEWAY GATEWAY GATEWAY SUWANEE SUWANEE SUWANEE GATEWAY # $ % & Duluth Duluth 141 # $ 23 Berkeley Berkeley Lake Lake DISCOVER DISCOVER DISCOVER MILLS MILLS MILLS Alpharetta, Georgia: Secondary Trade Area Shopping Centers GLA in thousands to S. Polaris Dr. Fort Worth, Texas Miles Secondary Trade Area tel: fax: buxton@buxtonco.com

31 Secondary Trade Area Analysis Drive Time Trade Area The map on the opposite page depicts the secondary trade area for Alpharetta. The secondary trade area consists of a custom polygon created by. Psychographics The psychographic profile of the households within a custom secondary trade area of Alpharetta is presented below. 33% Secondary Trade Area 30% 27% 24% 21% Percentage 18% 15% 12% 9% 6% 3% 0% A1 A3 A5 A7 B2 B4 B6 C2 C4 D1 D3 E1 E3 E5 F1 F3 F5 G2 G4 H2 H4 I2 I4 J1 J3 J5 K2 K4 K6 L2 Segments Mosaic USA is a registered trademark of Experian; Census Data. Data Source: Applied Geographic Solutions, 2000: Census Estimates and Projections 2008 Data Dominant Segments A segment that represents at least three percent of a trade area is a dominant segment. By determining dominant segments and reviewing their segment descriptions, lifestyle habits and preferences can be identified. Please refer to Appendix B for additional segment description information. Dominant Segments Description Households % of All Households A02 Dream Weavers 5, A03 White collar Suburbia 2, A06 Small town Success 3, A07 New Suburbia Families 22, B01 Status conscious Consumers 3, B03 Urban Commuter Families 3, C02 Prime Middle America 5, H01 Young Cosmopolitans 4, Mosaic USA is a registered trademark of Experian; Census Data. Data Source: Applied Geographic Solutions, 2000: Census Estimates and Projections 2008 Data 14

Secondary Trade Area Analysis (continued) Leakage Analysis The following table represents an overview by store type of the leakage or surplus within the studied trade area.

32 Secondary Trade Area Analysis (continued) Leakage Analysis The following table represents an overview by store type of the leakage or surplus within the studied trade area. This is represented by an index with 1.0 being the baseline. A leakage is reflected by an index less than 1.0 and a surplus is reflected by an index greater than 1.0. Please see Appendix A for detailed demand and actual sales by category. Mosaic USA is a registered trademark of Experian; Census Data. Data Source: Applied Geographic Solutions, 2000: Census Estimates and Projections 2008 Data The following table presents the trade potential variables for the secondary trade area of Alpharetta: Trade Potential Variables Secondary Trade Area Estimated Household Count 70,140 Number of Households in Dominant Segments 51,613 Total Demand $2,925,291,002 Total Supply $3,989,316,756 Leakage/Surplus $1,064,025,754 Mosaic USA is a registered trademark of Experian; Census Data. Data Source: Applied Geographic Solutions, 2000: Census Estimates and Projections 2008 Data 15

33 Appendix A: Leakage Analysis

34 The examines the quantitative aspect of the community's retail opportunities. It is a guide to understanding retail opportunities but it is not an analysis that indicates unconditional opportunities. The analysis is sometimes called "a gap analysis" or "a supply and demand analysis" and can aid in the following: -Indicating how well the retail needs of local residents are being met -Uncovering unmet demand and possible opportunities -Understanding the strengths and weaknesses of the local retail sector -Measuring the difference between actual and potential retail sales Understanding Retail Leakage Retail leakage means that residents are spending more for products than local businesses capture. Retail sales leakage suggests that there is unmet demand in the trade area and that the community can support additional store space for that type of business. However, retail leakage does not necessarily translate into opportunity. For example, there could be a strong competitor in a neighboring community that dominates the market for that type of product or store. Understanding Retail Surplus A retail surplus means that the community's trade area is capturing the local market plus attracting non-local shoppers. A retail surplus does not necessarily mean that the community cannot support additional business. Many communities have developed strong clusters of stores that have broad geographic appeal. Examples of these types of retailers include: sporting goods stores, home furnishing stores, restaurants, and other specialty operations that become destination retailers and draw customers from outside the trade area. Examining the quantitative aspects (Leakage/Surplus) is only part of the evaluation of community's retail opportunities. Before any conclusions can be drawn about potential business expansion or recruitment opportunities, qualitative considerations such as trade area psychographics and buying habits must be analyzed in context of other market factors. Interpreting Leakage Index 1.0 = equilibrium, meaning that demand and sales in the area being analyzed are in balance..80 = demand exceeds sales by 20%, meaning that consumers are leaving the area being analyzed. 1.2 = sales exceed demand by 20%, meaning that consumers are coming from outside the area being analyzed.

Site 1 Leakage Report (10 minute drive time) Leakage/Surplus Index by Major Store Type The quantitative comparison of retail leakage and surplus in the twelve major store types shown in the chart and

35 Site 1 Leakage Report (10 minute drive time) Leakage/Surplus Index by Major Store Type The quantitative comparison of retail leakage and surplus in the twelve major store types shown in the chart and table below provides an initial measure of market opportunities. Combining this analysis with the knowledge of the local retail situation will take the process of identifying retail possibilities one step further. Figure 1 provides the leakage/surplus indices and following is the sales potential and actual sales for major store types. Figure 1. Leakage/Surplus Index and Actual and Potential Sales by Major Store Types Motor Vehicle Parts & Dealers 372,565, ,756, Furniture & Home Furnishing Stores 60,634, ,417, Electronics & Appliance Stores 53,233,690 99,220, Building Material & Garden Equipment & Supply Dealers 228,998, ,591, Food & Beverage Stores 231,403, ,211, Health & Personal Care Stores 97,733,070 75,752, Clothing & Clothing Accessories Stores 118,253, ,698, Sporting Goods, Hobby, Book, & Music Stores 43,699,822 91,197, General Merchandise Stores 261,137, ,204, Miscellaneous Store Retailers 56,042,727 99,502, Foodservice & Drinking Places 220,188, ,046, Total 1,743,891,090 3,422,598, /13/ of 14

Site 1 Leakage Report (10 minute drive time) Sub-Categories of Motor Vehicle Parts & Dealers Expenditures at Automotive Dealers 318,514,832 776,978,667 2.

36 Site 1 Leakage Report (10 minute drive time) Sub-Categories of Motor Vehicle Parts & Dealers Expenditures at Automotive Dealers 318,514, ,978, Expenditures at Other Motor Vehicle Dealers 26,255,650 19,131, Expenditures at Automotive Parts, Accessories, and Tire Stores 27,795,511 30,646, Total Motor Vehicle Parts & Dealers 372,565, ,756, /13/ of 14

Site 1 Leakage Report (10 minute drive time) Sub-Categories of Furniture & Home Furnishing Stores Expenditures at Furniture Stores 33,489,255 115,156,348

37 Site 1 Leakage Report (10 minute drive time) Sub-Categories of Furniture & Home Furnishing Stores Expenditures at Furniture Stores 33,489, ,156, Expenditures at Home Furnishing Stores 27,144,847 71,260, Total Furniture & Home Furnishing Stores 60,634, ,417, /13/ of 14

Site 1 Leakage Report (10 minute drive time) Sub-Categories of Electronics & Appliance Stores Expenditures at Appliance, Television, and Other Electronics Stores 39,572,091 68,147,429 1.

38 Site 1 Leakage Report (10 minute drive time) Sub-Categories of Electronics & Appliance Stores Expenditures at Appliance, Television, and Other Electronics Stores 39,572,091 68,147, Expenditures at Computer and Software Stores 11,507,107 29,327, Expenditures at Camera and Photographic Equipment Stores 2,154,491 1,746, Total Electronics & Appliance Stores 53,233,690 99,220, /13/ of 14

Site 1 Leakage Report (10 minute drive time) Sub-Categories of Building Material & Garden Equipment & Supply Dealers Expenditures at Home Centers 82,946,219 224,411,533 2.

39 Site 1 Leakage Report (10 minute drive time) Sub-Categories of Building Material & Garden Equipment & Supply Dealers Expenditures at Home Centers 82,946, ,411, Expenditures at Paint and Wallpaper Stores 5,063,198 10,745, Expenditures at Hardware Stores 16,723,050 4,721, Expenditures at Other Building Materials Dealers 105,741, ,347, Expenditures at Outdoor Power Equipment Stores 2,603,038 1,831, Expenditures at Nursery and Garden Centers 15,922,091 6,533, Total Building Material & Garden Equipment & Supply Dealers 228,998, ,591, /13/ of 14

Site 1 Leakage Report (10 minute drive time) Sub-Categories of Food & Beverage Stores Expenditures at Supermarkets and Other Grocery (except Convenience) Stores 198,642,366 301,744,730 1.

40 Site 1 Leakage Report (10 minute drive time) Sub-Categories of Food & Beverage Stores Expenditures at Supermarkets and Other Grocery (except Convenience) Stores 198,642, ,744, Expenditures at Convenience Stores 10,281,554 3,990, Expenditures at Specialty Food Stores 6,615,800 3,181, Expenditures at Beer, Wine, and Liquor Stores 15,863,829 12,294, Total Food & Beverage Stores 231,403, ,211, /13/ of 14

Site 1 Leakage Report (10 minute drive time) Sub-Categories of Health & Personal Care Stores Expenditures at Pharmacies and Drug Stores 84,670,574 55,030,455 0.

41 Site 1 Leakage Report (10 minute drive time) Sub-Categories of Health & Personal Care Stores Expenditures at Pharmacies and Drug Stores 84,670,574 55,030, Expenditures at Cosmetics, Beauty Supplies and Perfume Stores 3,323,586 6,269, Expenditures at Optical Goods Stores 3,879,048 8,409, Expenditures at Other Health and Personal Care Stores 5,859,862 6,043, Total Health & Personal Care Stores 97,733,070 75,752, /13/ of 14

Site 1 Leakage Report (10 minute drive time) Sub-Categories of Clothing & Clothing Accessories Stores Expenditures at Men's Clothing Stores 5,328,446 20,938,371 3.

42 Site 1 Leakage Report (10 minute drive time) Sub-Categories of Clothing & Clothing Accessories Stores Expenditures at Men's Clothing Stores 5,328,446 20,938, Expenditures at Women's Clothing Stores 21,625,683 75,594, Expenditures at Children's and Infants' Clothing Stores 4,198,306 14,031, Expenditures at Family Clothing Stores 44,340,026 93,798, Expenditures at Clothing Accessories Stores 2,131,910 4,487, Expenditures at Other Clothing Stores 5,369,542 11,843, Expenditures at Shoe Stores 14,426,700 30,544, Expenditures at Jewelry Stores 19,385,038 57,684, Expenditures at Luggage, and Leather Goods Stores 1,447,734 3,775, Total Clothing & Clothing Accessories Stores 118,253, ,698, /13/ of 14

43 Site 1 Leakage Report (10 minute drive time) Sub-Categories of Sporting Goods, Hobby, Book, & Music Stores Expenditures at Sporting Goods Stores 16,088,369 32,079, Expenditures at Hobby, Toys and Games Stores 9,344,414 13,671, Expenditures at Sew/Needlework/Piece Goods Stores 2,058,338 8,584, Expenditures at Musical Instrument and Supplies Stores 2,756,603 3,098, Expenditures at Book Stores and News Dealers 9,751,024 21,851, Expenditures at Prerecorded Tape, Compact Disc, and Record Stores 3,701,075 11,912, Total Sporting Goods, Hobby, Book, & Music Stores 43,699,822 91,197, /13/ of 14

Site 1 Leakage Report (10 minute drive time) Sub-Categories of General Merchandise Stores Expenditures at Department Stores excluding leased depts. 131,144,040 321,913,318 2.

44 Site 1 Leakage Report (10 minute drive time) Sub-Categories of General Merchandise Stores Expenditures at Department Stores excluding leased depts. 131,144, ,913, Expenditures at Warehouse Clubs and Super Stores 110,091,494 2,312, Expenditures at All Other General Merchandise Stores 19,902,139 8,978, Total General Merchandise Stores 261,137, ,204, /13/ of 14

Site 1 Leakage Report (10 minute drive time) Sub-Categories of Miscellaneous Store Retailers Expenditures at Florists 4,033,249 3,103,926 0.

45 Site 1 Leakage Report (10 minute drive time) Sub-Categories of Miscellaneous Store Retailers Expenditures at Florists 4,033,249 3,103, Expenditures at Office Supplies and Stationery Stores 13,090,528 30,261, Expenditures at Gift, Novelty, and Souvenir Stores 10,035,675 30,880, Expenditures at Used Merchandise Stores 5,162,540 14,181, Expenditures at Other Miscellaneous Store Retailers 23,720,736 21,075, Total Miscellaneous Store Retailers 56,042,727 99,502, /13/ of 14

Site 1 Leakage Report (10 minute drive time) Sub-Categories of Foodservice & Drinking Places Expenditures at Full-service Restaurants 101,710,249 435,405,804 4.

46 Site 1 Leakage Report (10 minute drive time) Sub-Categories of Foodservice & Drinking Places Expenditures at Full-service Restaurants 101,710, ,405, Expenditures at Limited-service Eating Places 89,011, ,149, Expenditures at Special Foodservices 18,253,284 93,309, Expenditures at Drinking Places -Alcoholic Beverages 11,212,759 2,181, Total Foodservice & Drinking Places 220,188, ,046, /13/ of 14

47 Site 1 Leakage Report (10 minute drive time) Sources and Methodology The primary data sources used in the construction of the database include: Current year AGS (Applied Geographic Solutions) Consumer Expenditure Estimates Census of Retail Trade, Merchandise Line Sales Census Bureau Monthly Retail Trade The Census of Retail Trade presents a table known as the Merchandise Line summary, which relates approximately 120 merchandise lines (e.g. hardware) to each of the store types. For each merchandise line, the distribution of sales by store type can be computed, yielding a conversion table which apportions merchandise line sales by store type. The AGS (Applied Geographic Solutions) Consumer Expenditure database was re-computed to these merchandise lines by aggregating both whole and partial categories, yielding, at the block group level, a series of merchandise line estimates which are consistent with the AGS Consumer Expenditure database. These two components were then combined in order to derive estimated potential by store type. The results were then compared to current retail trade statistics to ensure consistency and completeness. 10/13/ of 14

49 The examines the quantitative aspect of the community's retail opportunities. It is a guide to understanding retail opportunities but it is not an analysis that indicates unconditional opportunities. The analysis is sometimes called "a gap analysis" or "a supply and demand analysis" and can aid in the following: -Indicating how well the retail needs of local residents are being met -Uncovering unmet demand and possible opportunities -Understanding the strengths and weaknesses of the local retail sector -Measuring the difference between actual and potential retail sales Understanding Retail Leakage Retail leakage means that residents are spending more for products than local businesses capture. Retail sales leakage suggests that there is unmet demand in the trade area and that the community can support additional store space for that type of business. However, retail leakage does not necessarily translate into opportunity. For example, there could be a strong competitor in a neighboring community that dominates the market for that type of product or store. Understanding Retail Surplus A retail surplus means that the community's trade area is capturing the local market plus attracting non-local shoppers. A retail surplus does not necessarily mean that the community cannot support additional business. Many communities have developed strong clusters of stores that have broad geographic appeal. Examples of these types of retailers include: sporting goods stores, home furnishing stores, restaurants, and other specialty operations that become destination retailers and draw customers from outside the trade area. Examining the quantitative aspects (Leakage/Surplus) is only part of the evaluation of community's retail opportunities. Before any conclusions can be drawn about potential business expansion or recruitment opportunities, qualitative considerations such as trade area psychographics and buying habits must be analyzed in context of other market factors. Interpreting Leakage Index 1.0 = equilibrium, meaning that demand and sales in the area being analyzed are in balance..80 = demand exceeds sales by 20%, meaning that consumers are leaving the area being analyzed. 1.2 = sales exceed demand by 20%, meaning that consumers are coming from outside the area being analyzed.

50 Site 1 Leakage Report (15 minute drive time) Leakage/Surplus Index by Major Store Type The quantitative comparison of retail leakage and surplus in the twelve major store types shown in the chart and table below provides an initial measure of market opportunities. Combining this analysis with the knowledge of the local retail situation will take the process of identifying retail possibilities one step further. Figure 1 provides the leakage/surplus indices and following is the sales potential and actual sales for major store types. Figure 1. Leakage/Surplus Index and Actual and Potential Sales by Major Store Types Motor Vehicle Parts & Dealers 915,286,774 1,114,676, Furniture & Home Furnishing Stores 153,978, ,776, Electronics & Appliance Stores 132,125, ,617, Building Material & Garden Equipment & Supply Dealers 573,595, ,024, Food & Beverage Stores 559,026, ,084, Health & Personal Care Stores 238,385, ,083, Clothing & Clothing Accessories Stores 295,627, ,914, Sporting Goods, Hobby, Book, & Music Stores 108,931, ,740, General Merchandise Stores 643,976, ,761, Miscellaneous Store Retailers 139,178, ,557, Foodservice & Drinking Places 541,333,641 1,096,980, Total 4,301,445,908 5,809,217, /13/ of 14

Site 1 Leakage Report (15 minute drive time) Sub-Categories of Motor Vehicle Parts & Dealers Expenditures at Automotive Dealers 782,187,830 1,039,841,695 1.

51 Site 1 Leakage Report (15 minute drive time) Sub-Categories of Motor Vehicle Parts & Dealers Expenditures at Automotive Dealers 782,187,830 1,039,841, Expenditures at Other Motor Vehicle Dealers 65,316,537 24,354, Expenditures at Automotive Parts, Accessories, and Tire Stores 67,782,407 50,479, Total Motor Vehicle Parts & Dealers 915,286,774 1,114,676, /13/ of 14

Site 1 Leakage Report (15 minute drive time) Sub-Categories of Furniture & Home Furnishing Stores Expenditures at Furniture Stores 84,847,566 144,263,565 1.

52 Site 1 Leakage Report (15 minute drive time) Sub-Categories of Furniture & Home Furnishing Stores Expenditures at Furniture Stores 84,847, ,263, Expenditures at Home Furnishing Stores 69,131, ,512, Total Furniture & Home Furnishing Stores 153,978, ,776, /13/ of 14

Site 1 Leakage Report (15 minute drive time) Sub-Categories of Electronics & Appliance Stores Expenditures at Appliance, Television, and Other Electronics Stores 98,099,797 112,508,702 1.

53 Site 1 Leakage Report (15 minute drive time) Sub-Categories of Electronics & Appliance Stores Expenditures at Appliance, Television, and Other Electronics Stores 98,099, ,508, Expenditures at Computer and Software Stores 28,659,131 48,868, Expenditures at Camera and Photographic Equipment Stores 5,366,313 5,240, Total Electronics & Appliance Stores 132,125, ,617, /13/ of 14

Site 1 Leakage Report (15 minute drive time) Sub-Categories of Building Material & Garden Equipment & Supply Dealers Expenditures at Home Centers 207,690,032 397,833,507 1.

54 Site 1 Leakage Report (15 minute drive time) Sub-Categories of Building Material & Garden Equipment & Supply Dealers Expenditures at Home Centers 207,690, ,833, Expenditures at Paint and Wallpaper Stores 12,854,772 17,773, Expenditures at Hardware Stores 41,684,836 25,762, Expenditures at Other Building Materials Dealers 265,222, ,624, Expenditures at Outdoor Power Equipment Stores 6,448,216 2,223, Expenditures at Nursery and Garden Centers 39,694,377 21,807, Total Building Material & Garden Equipment & Supply Dealers 573,595, ,024, /13/ of 14

55 Site 1 Leakage Report (15 minute drive time) Sub-Categories of Food & Beverage Stores Expenditures at Supermarkets and Other Grocery (except Convenience) Stores 479,535, ,702, Expenditures at Convenience Stores 24,771,831 9,450, Expenditures at Specialty Food Stores 15,935,116 5,260, Expenditures at Beer, Wine, and Liquor Stores 38,784,065 31,670, Total Food & Beverage Stores 559,026, ,084, /13/ of 14

Site 1 Leakage Report (15 minute drive time) Sub-Categories of Health & Personal Care Stores Expenditures at Pharmacies and Drug Stores 206,369,160 121,874,135 0.

56 Site 1 Leakage Report (15 minute drive time) Sub-Categories of Health & Personal Care Stores Expenditures at Pharmacies and Drug Stores 206,369, ,874, Expenditures at Cosmetics, Beauty Supplies and Perfume Stores 8,109,590 10,164, Expenditures at Optical Goods Stores 9,659,260 14,652, Expenditures at Other Health and Personal Care Stores 14,247,082 13,392, Total Health & Personal Care Stores 238,385, ,083, /13/ of 14

57 Site 1 Leakage Report (15 minute drive time) Sub-Categories of Clothing & Clothing Accessories Stores Expenditures at Men's Clothing Stores 13,186,066 24,417, Expenditures at Women's Clothing Stores 54,254,898 97,008, Expenditures at Children's and Infants' Clothing Stores 10,114,593 25,368, Expenditures at Family Clothing Stores 110,296, ,752, Expenditures at Clothing Accessories Stores 5,412,795 5,810, Expenditures at Other Clothing Stores 13,401,084 14,737, Expenditures at Shoe Stores 35,356,987 38,225, Expenditures at Jewelry Stores 49,935,255 72,485, Expenditures at Luggage, and Leather Goods Stores 3,668,893 4,108, Total Clothing & Clothing Accessories Stores 295,627, ,914, /13/ of 14

Site 1 Leakage Report (15 minute drive time) Sub-Categories of Sporting Goods, Hobby, Book, & Music Stores Expenditures at Sporting Goods Stores 40,350,780 47,121,093 1.

58 Site 1 Leakage Report (15 minute drive time) Sub-Categories of Sporting Goods, Hobby, Book, & Music Stores Expenditures at Sporting Goods Stores 40,350,780 47,121, Expenditures at Hobby, Toys and Games Stores 23,232,142 19,576, Expenditures at Sew/Needlework/Piece Goods Stores 5,092,709 10,765, Expenditures at Musical Instrument and Supplies Stores 6,809,133 3,606, Expenditures at Book Stores and News Dealers 24,391,160 31,388, Expenditures at Prerecorded Tape, Compact Disc, and Record Stores 9,056,033 14,282, Total Sporting Goods, Hobby, Book, & Music Stores 108,931, ,740, /13/ of 14

59 Site 1 Leakage Report (15 minute drive time) Sub-Categories of General Merchandise Stores Expenditures at Department Stores excluding leased depts. 325,528, ,400, Expenditures at Warehouse Clubs and Super Stores 268,936, ,898, Expenditures at All Other General Merchandise Stores 49,511,779 30,462, Total General Merchandise Stores 643,976, ,761, /13/ of 14

Site 1 Leakage Report (15 minute drive time) Sub-Categories of Miscellaneous Store Retailers Expenditures at Florists 10,037,766 7,610,618 0.

60 Site 1 Leakage Report (15 minute drive time) Sub-Categories of Miscellaneous Store Retailers Expenditures at Florists 10,037,766 7,610, Expenditures at Office Supplies and Stationery Stores 32,624,633 45,844, Expenditures at Gift, Novelty, and Souvenir Stores 25,073,115 45,634, Expenditures at Used Merchandise Stores 12,912,113 15,987, Expenditures at Other Miscellaneous Store Retailers 58,530,639 39,480, Total Miscellaneous Store Retailers 139,178, ,557, /13/ of 14

Site 1 Leakage Report (15 minute drive time) Sub-Categories of Foodservice & Drinking Places Expenditures at Full-service Restaurants 250,209,582 620,735,741 2.

61 Site 1 Leakage Report (15 minute drive time) Sub-Categories of Foodservice & Drinking Places Expenditures at Full-service Restaurants 250,209, ,735, Expenditures at Limited-service Eating Places 218,406, ,664, Expenditures at Special Foodservices 44,823, ,736, Expenditures at Drinking Places -Alcoholic Beverages 27,893,612 7,843, Total Foodservice & Drinking Places 541,333,641 1,096,980, /13/ of 14

62 Site 1 Leakage Report (15 minute drive time) Sources and Methodology The primary data sources used in the construction of the database include: Current year AGS (Applied Geographic Solutions) Consumer Expenditure Estimates Census of Retail Trade, Merchandise Line Sales Census Bureau Monthly Retail Trade The Census of Retail Trade presents a table known as the Merchandise Line summary, which relates approximately 120 merchandise lines (e.g. hardware) to each of the store types. For each merchandise line, the distribution of sales by store type can be computed, yielding a conversion table which apportions merchandise line sales by store type. The AGS (Applied Geographic Solutions) Consumer Expenditure database was re-computed to these merchandise lines by aggregating both whole and partial categories, yielding, at the block group level, a series of merchandise line estimates which are consistent with the AGS Consumer Expenditure database. These two components were then combined in order to derive estimated potential by store type. The results were then compared to current retail trade statistics to ensure consistency and completeness. 10/13/ of 14

65 The examines the quantitative aspect of the community's retail opportunities. It is a guide to understanding retail opportunities but it is not an analysis that indicates unconditional opportunities. The analysis is sometimes called "a gap analysis" or "a supply and demand analysis" and can aid in the following: -Indicating how well the retail needs of local residents are being met -Uncovering unmet demand and possible opportunities -Understanding the strengths and weaknesses of the local retail sector -Measuring the difference between actual and potential retail sales Understanding Retail Leakage Retail leakage means that residents are spending more for products than local businesses capture. Retail sales leakage suggests that there is unmet demand in the trade area and that the community can support additional store space for that type of business. However, retail leakage does not necessarily translate into opportunity. For example, there could be a strong competitor in a neighboring community that dominates the market for that type of product or store. Understanding Retail Surplus A retail surplus means that the community's trade area is capturing the local market plus attracting non-local shoppers. A retail surplus does not necessarily mean that the community cannot support additional business. Many communities have developed strong clusters of stores that have broad geographic appeal. Examples of these types of retailers include: sporting goods stores, home furnishing stores, restaurants, and other specialty operations that become destination retailers and draw customers from outside the trade area. Examining the quantitative aspects (Leakage/Surplus) is only part of the evaluation of community's retail opportunities. Before any conclusions can be drawn about potential business expansion or recruitment opportunities, qualitative considerations such as trade area psychographics and buying habits must be analyzed in context of other market factors. Interpreting Leakage Index 1.0 = equilibrium, meaning that demand and sales in the area being analyzed are in balance..80 = demand exceeds sales by 20%, meaning that consumers are leaving the area being analyzed. 1.2 = sales exceed demand by 20%, meaning that consumers are coming from outside the area being analyzed.

66 Site 2 Leakage Report (10 minute drive time) Leakage/Surplus Index by Major Store Type The quantitative comparison of retail leakage and surplus in the twelve major store types shown in the chart and table below provides an initial measure of market opportunities. Combining this analysis with the knowledge of the local retail situation will take the process of identifying retail possibilities one step further. Figure 1 provides the leakage/surplus indices and following is the sales potential and actual sales for major store types. Figure 1. Leakage/Surplus Index and Actual and Potential Sales by Major Store Types Motor Vehicle Parts & Dealers 324,025, ,158, Furniture & Home Furnishing Stores 55,517, ,019, Electronics & Appliance Stores 47,244,438 90,128, Building Material & Garden Equipment & Supply Dealers 210,442, ,602, Food & Beverage Stores 196,627, ,393, Health & Personal Care Stores 82,097,215 63,091, Clothing & Clothing Accessories Stores 105,930, ,300, Sporting Goods, Hobby, Book, & Music Stores 39,342,237 79,000, General Merchandise Stores 229,390, ,090, Miscellaneous Store Retailers 49,842,513 77,661, Foodservice & Drinking Places 191,674, ,609, Total 1,532,135,837 2,848,057, /13/ of 14

Site 2 Leakage Report (10 minute drive time) Sub-Categories of Motor Vehicle Parts & Dealers Expenditures at Automotive Dealers 276,858,721 508,336,010 1.

67 Site 2 Leakage Report (10 minute drive time) Sub-Categories of Motor Vehicle Parts & Dealers Expenditures at Automotive Dealers 276,858, ,336, Expenditures at Other Motor Vehicle Dealers 23,411,581 12,731, Expenditures at Automotive Parts, Accessories, and Tire Stores 23,755,228 21,091, Total Motor Vehicle Parts & Dealers 324,025, ,158, /13/ of 14

Site 2 Leakage Report (10 minute drive time) Sub-Categories of Furniture & Home Furnishing Stores Expenditures at Furniture Stores 30,528,311 81,038,847

68 Site 2 Leakage Report (10 minute drive time) Sub-Categories of Furniture & Home Furnishing Stores Expenditures at Furniture Stores 30,528,311 81,038, Expenditures at Home Furnishing Stores 24,989,606 64,980, Total Furniture & Home Furnishing Stores 55,517, ,019, /13/ of 14

69 Site 2 Leakage Report (10 minute drive time) Sub-Categories of Electronics & Appliance Stores Expenditures at Appliance, Television, and Other Electronics Stores 35,075,705 62,349, Expenditures at Computer and Software Stores 10,240,070 25,782, Expenditures at Camera and Photographic Equipment Stores 1,928,663 1,997, Total Electronics & Appliance Stores 47,244,438 90,128, /13/ of 14

Site 2 Leakage Report (10 minute drive time) Sub-Categories of Building Material & Garden Equipment & Supply Dealers Expenditures at Home Centers 76,242,128 178,602,594 2.

70 Site 2 Leakage Report (10 minute drive time) Sub-Categories of Building Material & Garden Equipment & Supply Dealers Expenditures at Home Centers 76,242, ,602, Expenditures at Paint and Wallpaper Stores 4,693,136 7,636, Expenditures at Hardware Stores 15,160,452 6,361, Expenditures at Other Building Materials Dealers 97,453, ,393, Expenditures at Outdoor Power Equipment Stores 2,354,079 1,885, Expenditures at Nursery and Garden Centers 14,539,146 8,722, Total Building Material & Garden Equipment & Supply Dealers 210,442, ,602, /13/ of 14

Site 2 Leakage Report (10 minute drive time) Sub-Categories of Food & Beverage Stores Expenditures at Supermarkets and Other Grocery (except Convenience) Stores 168,668,311 301,744,140 1.

71 Site 2 Leakage Report (10 minute drive time) Sub-Categories of Food & Beverage Stores Expenditures at Supermarkets and Other Grocery (except Convenience) Stores 168,668, ,744, Expenditures at Convenience Stores 8,761,598 4,319, Expenditures at Specialty Food Stores 5,601,515 2,907, Expenditures at Beer, Wine, and Liquor Stores 13,595,966 12,423, Total Food & Beverage Stores 196,627, ,393, /13/ of 14

Site 2 Leakage Report (10 minute drive time) Sub-Categories of Health & Personal Care Stores Expenditures at Pharmacies and Drug Stores 71,030,819 43,728,251 0.

72 Site 2 Leakage Report (10 minute drive time) Sub-Categories of Health & Personal Care Stores Expenditures at Pharmacies and Drug Stores 71,030,819 43,728, Expenditures at Cosmetics, Beauty Supplies and Perfume Stores 2,775,109 5,751, Expenditures at Optical Goods Stores 3,413,396 7,298, Expenditures at Other Health and Personal Care Stores 4,877,892 6,313, Total Health & Personal Care Stores 82,097,215 63,091, /13/ of 14

Site 2 Leakage Report (10 minute drive time) Sub-Categories of Clothing & Clothing Accessories Stores Expenditures at Men's Clothing Stores 4,701,606 21,212,792 4.

73 Site 2 Leakage Report (10 minute drive time) Sub-Categories of Clothing & Clothing Accessories Stores Expenditures at Men's Clothing Stores 4,701,606 21,212, Expenditures at Women's Clothing Stores 19,364,129 67,197, Expenditures at Children's and Infants' Clothing Stores 3,740,034 12,522, Expenditures at Family Clothing Stores 39,478,054 90,570, Expenditures at Clothing Accessories Stores 1,936,747 3,689, Expenditures at Other Clothing Stores 4,786,439 7,428, Expenditures at Shoe Stores 12,696,000 23,217, Expenditures at Jewelry Stores 17,908,927 37,647, Expenditures at Luggage, and Leather Goods Stores 1,318,601 2,814, Total Clothing & Clothing Accessories Stores 105,930, ,300, /13/ of 14

Site 2 Leakage Report (10 minute drive time) Sub-Categories of Sporting Goods, Hobby, Book, & Music Stores Expenditures at Sporting Goods Stores 14,616,534 25,641,434 1.

74 Site 2 Leakage Report (10 minute drive time) Sub-Categories of Sporting Goods, Hobby, Book, & Music Stores Expenditures at Sporting Goods Stores 14,616,534 25,641, Expenditures at Hobby, Toys and Games Stores 8,462,602 13,466, Expenditures at Sew/Needlework/Piece Goods Stores 1,828,371 7,876, Expenditures at Musical Instrument and Supplies Stores 2,434,948 1,598, Expenditures at Book Stores and News Dealers 8,751,777 20,812, Expenditures at Prerecorded Tape, Compact Disc, and Record Stores 3,248,004 9,605, Total Sporting Goods, Hobby, Book, & Music Stores 39,342,237 79,000, /13/ of 14

75 Site 2 Leakage Report (10 minute drive time) Sub-Categories of General Merchandise Stores Expenditures at Department Stores excluding leased depts. 116,333, ,222, Expenditures at Warehouse Clubs and Super Stores 95,369,969 21,912, Expenditures at All Other General Merchandise Stores 17,687,845 7,954, Total General Merchandise Stores 229,390, ,090, /13/ of 14

Site 2 Leakage Report (10 minute drive time) Sub-Categories of Miscellaneous Store Retailers Expenditures at Florists 3,593,422 2,149,962 0.

76 Site 2 Leakage Report (10 minute drive time) Sub-Categories of Miscellaneous Store Retailers Expenditures at Florists 3,593,422 2,149, Expenditures at Office Supplies and Stationery Stores 11,692,506 25,952, Expenditures at Gift, Novelty, and Souvenir Stores 8,999,265 29,065, Expenditures at Used Merchandise Stores 4,639,466 4,129, Expenditures at Other Miscellaneous Store Retailers 20,917,854 16,364, Total Miscellaneous Store Retailers 49,842,513 77,661, /13/ of 14

Site 2 Leakage Report (10 minute drive time) Sub-Categories of Foodservice & Drinking Places Expenditures at Full-service Restaurants 88,570,360 366,359,770 4.

77 Site 2 Leakage Report (10 minute drive time) Sub-Categories of Foodservice & Drinking Places Expenditures at Full-service Restaurants 88,570, ,359, Expenditures at Limited-service Eating Places 77,400, ,349, Expenditures at Special Foodservices 15,883,018 71,263, Expenditures at Drinking Places -Alcoholic Beverages 9,821,453 1,636, Total Foodservice & Drinking Places 191,674, ,609, /13/ of 14

78 Site 2 Leakage Report (10 minute drive time) Sources and Methodology The primary data sources used in the construction of the database include: Current year AGS (Applied Geographic Solutions) Consumer Expenditure Estimates Census of Retail Trade, Merchandise Line Sales Census Bureau Monthly Retail Trade The Census of Retail Trade presents a table known as the Merchandise Line summary, which relates approximately 120 merchandise lines (e.g. hardware) to each of the store types. For each merchandise line, the distribution of sales by store type can be computed, yielding a conversion table which apportions merchandise line sales by store type. The AGS (Applied Geographic Solutions) Consumer Expenditure database was re-computed to these merchandise lines by aggregating both whole and partial categories, yielding, at the block group level, a series of merchandise line estimates which are consistent with the AGS Consumer Expenditure database. These two components were then combined in order to derive estimated potential by store type. The results were then compared to current retail trade statistics to ensure consistency and completeness. 10/13/ of 14

81 The examines the quantitative aspect of the community's retail opportunities. It is a guide to understanding retail opportunities but it is not an analysis that indicates unconditional opportunities. The analysis is sometimes called "a gap analysis" or "a supply and demand analysis" and can aid in the following: -Indicating how well the retail needs of local residents are being met -Uncovering unmet demand and possible opportunities -Understanding the strengths and weaknesses of the local retail sector -Measuring the difference between actual and potential retail sales Understanding Retail Leakage Retail leakage means that residents are spending more for products than local businesses capture. Retail sales leakage suggests that there is unmet demand in the trade area and that the community can support additional store space for that type of business. However, retail leakage does not necessarily translate into opportunity. For example, there could be a strong competitor in a neighboring community that dominates the market for that type of product or store. Understanding Retail Surplus A retail surplus means that the community's trade area is capturing the local market plus attracting non-local shoppers. A retail surplus does not necessarily mean that the community cannot support additional business. Many communities have developed strong clusters of stores that have broad geographic appeal. Examples of these types of retailers include: sporting goods stores, home furnishing stores, restaurants, and other specialty operations that become destination retailers and draw customers from outside the trade area. Examining the quantitative aspects (Leakage/Surplus) is only part of the evaluation of community's retail opportunities. Before any conclusions can be drawn about potential business expansion or recruitment opportunities, qualitative considerations such as trade area psychographics and buying habits must be analyzed in context of other market factors. Interpreting Leakage Index 1.0 = equilibrium, meaning that demand and sales in the area being analyzed are in balance..80 = demand exceeds sales by 20%, meaning that consumers are leaving the area being analyzed. 1.2 = sales exceed demand by 20%, meaning that consumers are coming from outside the area being analyzed.

Site 2 Leakage Report (15 minute drive time) Leakage/Surplus Index by Major Store Type The quantitative comparison of retail leakage and surplus in the twelve major store types shown in the chart and

82 Site 2 Leakage Report (15 minute drive time) Leakage/Surplus Index by Major Store Type The quantitative comparison of retail leakage and surplus in the twelve major store types shown in the chart and table below provides an initial measure of market opportunities. Combining this analysis with the knowledge of the local retail situation will take the process of identifying retail possibilities one step further. Figure 1 provides the leakage/surplus indices and following is the sales potential and actual sales for major store types. Figure 1. Leakage/Surplus Index and Actual and Potential Sales by Major Store Types Motor Vehicle Parts & Dealers 874,919,874 1,026,441, Furniture & Home Furnishing Stores 149,464, ,959, Electronics & Appliance Stores 126,208, ,943, Building Material & Garden Equipment & Supply Dealers 573,401, ,976, Food & Beverage Stores 534,041, ,859, Health & Personal Care Stores 223,205, ,554, Clothing & Clothing Accessories Stores 284,560, ,012, Sporting Goods, Hobby, Book, & Music Stores 104,445, ,471, General Merchandise Stores 618,630, ,187, Miscellaneous Store Retailers 133,034, ,025, Foodservice & Drinking Places 508,794,172 1,026,173, Total 4,130,705,794 5,257,605, /13/ of 14

Site 2 Leakage Report (15 minute drive time) Sub-Categories of Motor Vehicle Parts & Dealers Expenditures at Automotive Dealers 747,971,326 943,084,168 1.

83 Site 2 Leakage Report (15 minute drive time) Sub-Categories of Motor Vehicle Parts & Dealers Expenditures at Automotive Dealers 747,971, ,084, Expenditures at Other Motor Vehicle Dealers 62,691,983 30,189, Expenditures at Automotive Parts, Accessories, and Tire Stores 64,256,565 53,168, Total Motor Vehicle Parts & Dealers 874,919,874 1,026,441, /13/ of 14

Site 2 Leakage Report (15 minute drive time) Sub-Categories of Furniture & Home Furnishing Stores Expenditures at Furniture Stores 81,822,027 132,094,804

84 Site 2 Leakage Report (15 minute drive time) Sub-Categories of Furniture & Home Furnishing Stores Expenditures at Furniture Stores 81,822, ,094, Expenditures at Home Furnishing Stores 67,642,775 98,864, Total Furniture & Home Furnishing Stores 149,464, ,959, /13/ of 14

Site 2 Leakage Report (15 minute drive time) Sub-Categories of Electronics & Appliance Stores Expenditures at Appliance, Television, and Other Electronics Stores 93,820,621 94,379,558 1.

85 Site 2 Leakage Report (15 minute drive time) Sub-Categories of Electronics & Appliance Stores Expenditures at Appliance, Television, and Other Electronics Stores 93,820,621 94,379, Expenditures at Computer and Software Stores 27,241,123 38,309, Expenditures at Camera and Photographic Equipment Stores 5,147,155 2,254, Total Electronics & Appliance Stores 126,208, ,943, /13/ of 14

Site 2 Leakage Report (15 minute drive time) Sub-Categories of Building Material & Garden Equipment & Supply Dealers Expenditures at Home Centers 207,624,070 334,578,404 1.

86 Site 2 Leakage Report (15 minute drive time) Sub-Categories of Building Material & Garden Equipment & Supply Dealers Expenditures at Home Centers 207,624, ,578, Expenditures at Paint and Wallpaper Stores 12,875,349 16,655, Expenditures at Hardware Stores 41,091,196 19,915, Expenditures at Other Building Materials Dealers 266,022, ,920, Expenditures at Outdoor Power Equipment Stores 6,412,528 2,253, Expenditures at Nursery and Garden Centers 39,376,046 23,653, Total Building Material & Garden Equipment & Supply Dealers 573,401, ,976, /13/ of 14

Site 2 Leakage Report (15 minute drive time) Sub-Categories of Food & Beverage Stores Expenditures at Supermarkets and Other Grocery (except Convenience) Stores 458,844,166 592,932,390 1.

87 Site 2 Leakage Report (15 minute drive time) Sub-Categories of Food & Beverage Stores Expenditures at Supermarkets and Other Grocery (except Convenience) Stores 458,844, ,932, Expenditures at Convenience Stores 23,621,579 10,073, Expenditures at Specialty Food Stores 15,279,072 7,292, Expenditures at Beer, Wine, and Liquor Stores 36,296,470 33,561, Total Food & Beverage Stores 534,041, ,859, /13/ of 14

Site 2 Leakage Report (15 minute drive time) Sub-Categories of Health & Personal Care Stores Expenditures at Pharmacies and Drug Stores 193,143,928 116,224,391 0.

88 Site 2 Leakage Report (15 minute drive time) Sub-Categories of Health & Personal Care Stores Expenditures at Pharmacies and Drug Stores 193,143, ,224, Expenditures at Cosmetics, Beauty Supplies and Perfume Stores 7,561,984 7,517, Expenditures at Optical Goods Stores 9,193,571 16,424, Expenditures at Other Health and Personal Care Stores 13,305,702 21,388, Total Health & Personal Care Stores 223,205, ,554, /13/ of 14

Site 2 Leakage Report (15 minute drive time) Sub-Categories of Clothing & Clothing Accessories Stores Expenditures at Men's Clothing Stores 12,682,426 21,386,484 1.

89 Site 2 Leakage Report (15 minute drive time) Sub-Categories of Clothing & Clothing Accessories Stores Expenditures at Men's Clothing Stores 12,682,426 21,386, Expenditures at Women's Clothing Stores 52,110,403 88,223, Expenditures at Children's and Infants' Clothing Stores 10,085,802 15,534, Expenditures at Family Clothing Stores 106,284, ,831, Expenditures at Clothing Accessories Stores 5,172,861 5,136, Expenditures at Other Clothing Stores 12,888,568 13,842, Expenditures at Shoe Stores 34,349,727 35,210, Expenditures at Jewelry Stores 47,474,689 67,072, Expenditures at Luggage, and Leather Goods Stores 3,511,832 3,775, Total Clothing & Clothing Accessories Stores 284,560, ,012, /13/ of 14

90 Site 2 Leakage Report (15 minute drive time) Sub-Categories of Sporting Goods, Hobby, Book, & Music Stores Expenditures at Sporting Goods Stores 39,012,382 52,776, Expenditures at Hobby, Toys and Games Stores 22,528,960 21,880, Expenditures at Sew/Needlework/Piece Goods Stores 4,901,799 10,474, Expenditures at Musical Instrument and Supplies Stores 6,488,124 3,795, Expenditures at Book Stores and News Dealers 22,970,424 25,561, Expenditures at Prerecorded Tape, Compact Disc, and Record Stores 8,543,712 13,982, Total Sporting Goods, Hobby, Book, & Music Stores 104,445, ,471, /13/ of 14

Site 2 Leakage Report (15 minute drive time) Sub-Categories of General Merchandise Stores Expenditures at Department Stores excluding leased depts. 313,128,959 392,765,363 1.

91 Site 2 Leakage Report (15 minute drive time) Sub-Categories of General Merchandise Stores Expenditures at Department Stores excluding leased depts. 313,128, ,765, Expenditures at Warehouse Clubs and Super Stores 257,937, ,248, Expenditures at All Other General Merchandise Stores 47,563,451 21,173, Total General Merchandise Stores 618,630, ,187, /13/ of 14

Site 2 Leakage Report (15 minute drive time) Sub-Categories of Miscellaneous Store Retailers Expenditures at Florists 9,687,023 6,440,866 0.

92 Site 2 Leakage Report (15 minute drive time) Sub-Categories of Miscellaneous Store Retailers Expenditures at Florists 9,687,023 6,440, Expenditures at Office Supplies and Stationery Stores 31,071,077 48,434, Expenditures at Gift, Novelty, and Souvenir Stores 23,938,189 41,010, Expenditures at Used Merchandise Stores 12,383,332 16,076, Expenditures at Other Miscellaneous Store Retailers 55,954,454 39,062, Total Miscellaneous Store Retailers 133,034, ,025, /13/ of 14

Site 2 Leakage Report (15 minute drive time) Sub-Categories of Foodservice & Drinking Places Expenditures at Full-service Restaurants 234,987,459 602,605,313 2.

93 Site 2 Leakage Report (15 minute drive time) Sub-Categories of Foodservice & Drinking Places Expenditures at Full-service Restaurants 234,987, ,605, Expenditures at Limited-service Eating Places 205,697, ,494, Expenditures at Special Foodservices 42,227, ,718, Expenditures at Drinking Places -Alcoholic Beverages 25,881,704 5,355, Total Foodservice & Drinking Places 508,794,172 1,026,173, /13/ of 14

94 Site 2 Leakage Report (15 minute drive time) Sources and Methodology The primary data sources used in the construction of the database include: Current year AGS (Applied Geographic Solutions) Consumer Expenditure Estimates Census of Retail Trade, Merchandise Line Sales Census Bureau Monthly Retail Trade The Census of Retail Trade presents a table known as the Merchandise Line summary, which relates approximately 120 merchandise lines (e.g. hardware) to each of the store types. For each merchandise line, the distribution of sales by store type can be computed, yielding a conversion table which apportions merchandise line sales by store type. The AGS (Applied Geographic Solutions) Consumer Expenditure database was re-computed to these merchandise lines by aggregating both whole and partial categories, yielding, at the block group level, a series of merchandise line estimates which are consistent with the AGS Consumer Expenditure database. These two components were then combined in order to derive estimated potential by store type. The results were then compared to current retail trade statistics to ensure consistency and completeness. 10/13/ of 14

97 The examines the quantitative aspect of the community's retail opportunities. It is a guide to understanding retail opportunities but it is not an analysis that indicates unconditional opportunities. The analysis is sometimes called "a gap analysis" or "a supply and demand analysis" and can aid in the following: -Indicating how well the retail needs of local residents are being met -Uncovering unmet demand and possible opportunities -Understanding the strengths and weaknesses of the local retail sector -Measuring the difference between actual and potential retail sales Understanding Retail Leakage Retail leakage means that residents are spending more for products than local businesses capture. Retail sales leakage suggests that there is unmet demand in the trade area and that the community can support additional store space for that type of business. However, retail leakage does not necessarily translate into opportunity. For example, there could be a strong competitor in a neighboring community that dominates the market for that type of product or store. Understanding Retail Surplus A retail surplus means that the community's trade area is capturing the local market plus attracting non-local shoppers. A retail surplus does not necessarily mean that the community cannot support additional business. Many communities have developed strong clusters of stores that have broad geographic appeal. Examples of these types of retailers include: sporting goods stores, home furnishing stores, restaurants, and other specialty operations that become destination retailers and draw customers from outside the trade area. Examining the quantitative aspects (Leakage/Surplus) is only part of the evaluation of community's retail opportunities. Before any conclusions can be drawn about potential business expansion or recruitment opportunities, qualitative considerations such as trade area psychographics and buying habits must be analyzed in context of other market factors. Interpreting Leakage Index 1.0 = equilibrium, meaning that demand and sales in the area being analyzed are in balance..80 = demand exceeds sales by 20%, meaning that consumers are leaving the area being analyzed. 1.2 = sales exceed demand by 20%, meaning that consumers are coming from outside the area being analyzed.

Site 3 Leakage Report (5 minute drive time) Leakage/Surplus Index by Major Store Type The quantitative comparison of retail leakage and surplus in the twelve major store types shown in the chart and

98 Site 3 Leakage Report (5 minute drive time) Leakage/Surplus Index by Major Store Type The quantitative comparison of retail leakage and surplus in the twelve major store types shown in the chart and table below provides an initial measure of market opportunities. Combining this analysis with the knowledge of the local retail situation will take the process of identifying retail possibilities one step further. Figure 1 provides the leakage/surplus indices and following is the sales potential and actual sales for major store types. Figure 1. Leakage/Surplus Index and Actual and Potential Sales by Major Store Types Motor Vehicle Parts & Dealers 95,646, ,327, Furniture & Home Furnishing Stores 15,273,706 90,972, Electronics & Appliance Stores 13,583,589 39,325, Building Material & Garden Equipment & Supply Dealers 58,661, ,445, Food & Beverage Stores 59,328,989 80,098, Health & Personal Care Stores 25,510,475 31,333, Clothing & Clothing Accessories Stores 29,256, ,383, Sporting Goods, Hobby, Book, & Music Stores 11,073,243 49,462, General Merchandise Stores 66,232, ,436, Miscellaneous Store Retailers 14,569,551 40,447, Foodservice & Drinking Places 57,414, ,827, Total 446,551,388 1,478,059, /13/ of 14

Site 3 Leakage Report (5 minute drive time) Sub-Categories of Motor Vehicle Parts & Dealers Expenditures at Automotive Dealers 81,745,722 274,645,050 3.

99 Site 3 Leakage Report (5 minute drive time) Sub-Categories of Motor Vehicle Parts & Dealers Expenditures at Automotive Dealers 81,745, ,645, Expenditures at Other Motor Vehicle Dealers 6,678,412 6,996, Expenditures at Automotive Parts, Accessories, and Tire Stores 7,222,831 7,685, Total Motor Vehicle Parts & Dealers 95,646, ,327, /13/ of 14

Site 3 Leakage Report (5 minute drive time) Sub-Categories of Furniture & Home Furnishing Stores Expenditures at Furniture Stores 8,450,389 49,359,585

100 Site 3 Leakage Report (5 minute drive time) Sub-Categories of Furniture & Home Furnishing Stores Expenditures at Furniture Stores 8,450,389 49,359, Expenditures at Home Furnishing Stores 6,823,317 41,612, Total Furniture & Home Furnishing Stores 15,273,706 90,972, /13/ of 14

Site 3 Leakage Report (5 minute drive time) Sub-Categories of Electronics & Appliance Stores Expenditures at Appliance, Television, and Other Electronics Stores 10,092,439 23,750,884 2.

101 Site 3 Leakage Report (5 minute drive time) Sub-Categories of Electronics & Appliance Stores Expenditures at Appliance, Television, and Other Electronics Stores 10,092,439 23,750, Expenditures at Computer and Software Stores 2,940,902 14,308, Expenditures at Camera and Photographic Equipment Stores 550,248 1,266, Total Electronics & Appliance Stores 13,583,589 39,325, /13/ of 14

Site 3 Leakage Report (5 minute drive time) Sub-Categories of Building Material & Garden Equipment & Supply Dealers Expenditures at Home Centers 21,285,984 87,371,122 4.

102 Site 3 Leakage Report (5 minute drive time) Sub-Categories of Building Material & Garden Equipment & Supply Dealers Expenditures at Home Centers 21,285,984 87,371, Expenditures at Paint and Wallpaper Stores 1,284,124 2,930, Expenditures at Hardware Stores 4,313,488 1,042, Expenditures at Other Building Materials Dealers 26,988,927 51,226, Expenditures at Outdoor Power Equipment Stores 681,831 1,230, Expenditures at Nursery and Garden Centers 4,107,268 3,644, Total Building Material & Garden Equipment & Supply Dealers 58,661, ,445, /13/ of 14

Site 3 Leakage Report (5 minute drive time) Sub-Categories of Food & Beverage Stores Expenditures at Supermarkets and Other Grocery (except Convenience) Stores 50,838,511 72,653,769 1.

103 Site 3 Leakage Report (5 minute drive time) Sub-Categories of Food & Beverage Stores Expenditures at Supermarkets and Other Grocery (except Convenience) Stores 50,838,511 72,653, Expenditures at Convenience Stores 2,688,144 1,071, Expenditures at Specialty Food Stores 1,676,851 1,863, Expenditures at Beer, Wine, and Liquor Stores 4,125,483 4,509, Total Food & Beverage Stores 59,328,989 80,098, /13/ of 14

Site 3 Leakage Report (5 minute drive time) Sub-Categories of Health & Personal Care Stores Expenditures at Pharmacies and Drug Stores 22,127,069 20,466,876 0.

104 Site 3 Leakage Report (5 minute drive time) Sub-Categories of Health & Personal Care Stores Expenditures at Pharmacies and Drug Stores 22,127,069 20,466, Expenditures at Cosmetics, Beauty Supplies and Perfume Stores 869,192 4,197, Expenditures at Optical Goods Stores 984,139 4,128, Expenditures at Other Health and Personal Care Stores 1,530,075 2,540, Total Health & Personal Care Stores 25,510,475 31,333, /13/ of 14

Site 3 Leakage Report (5 minute drive time) Sub-Categories of Clothing & Clothing Accessories Stores Expenditures at Men's Clothing Stores 1,313,088 17,013,958 13.

105 Site 3 Leakage Report (5 minute drive time) Sub-Categories of Clothing & Clothing Accessories Stores Expenditures at Men's Clothing Stores 1,313,088 17,013, Expenditures at Women's Clothing Stores 5,310,089 52,577, Expenditures at Children's and Infants' Clothing Stores 1,046,027 8,744, Expenditures at Family Clothing Stores 10,965,359 72,623, Expenditures at Clothing Accessories Stores 529,552 2,221, Expenditures at Other Clothing Stores 1,321,330 4,038, Expenditures at Shoe Stores 3,544,444 16,810, Expenditures at Jewelry Stores 4,861,545 21,417, Expenditures at Luggage, and Leather Goods Stores 364,775 1,937, Total Clothing & Clothing Accessories Stores 29,256, ,383, /13/ of 14

Site 3 Leakage Report (5 minute drive time) Sub-Categories of Sporting Goods, Hobby, Book, & Music Stores Expenditures at Sporting Goods Stores 4,016,308 15,526,924 3.

106 Site 3 Leakage Report (5 minute drive time) Sub-Categories of Sporting Goods, Hobby, Book, & Music Stores Expenditures at Sporting Goods Stores 4,016,308 15,526, Expenditures at Hobby, Toys and Games Stores 2,402,108 9,015, Expenditures at Sew/Needlework/Piece Goods Stores 533,709 1,676, Expenditures at Musical Instrument and Supplies Stores 694,721 1,073, Expenditures at Book Stores and News Dealers 2,469,626 16,010, Expenditures at Prerecorded Tape, Compact Disc, and Record Stores 956,771 6,159, Total Sporting Goods, Hobby, Book, & Music Stores 11,073,243 49,462, /13/ of 14

Site 3 Leakage Report (5 minute drive time) Sub-Categories of General Merchandise Stores Expenditures at Department Stores excluding leased depts. 33,058,372 199,065,865 6.

107 Site 3 Leakage Report (5 minute drive time) Sub-Categories of General Merchandise Stores Expenditures at Department Stores excluding leased depts. 33,058, ,065, Expenditures at Warehouse Clubs and Super Stores 28,103, Expenditures at All Other General Merchandise Stores 5,071,422 2,370, Total General Merchandise Stores 66,232, ,436, /13/ of 14

Site 3 Leakage Report (5 minute drive time) Sub-Categories of Miscellaneous Store Retailers Expenditures at Florists 1,041,951 780,454 0.

108 Site 3 Leakage Report (5 minute drive time) Sub-Categories of Miscellaneous Store Retailers Expenditures at Florists 1,041, , Expenditures at Office Supplies and Stationery Stores 3,416,830 10,851, Expenditures at Gift, Novelty, and Souvenir Stores 2,608,104 19,883, Expenditures at Used Merchandise Stores 1,311,725 1,550, Expenditures at Other Miscellaneous Store Retailers 6,190,941 7,380, Total Miscellaneous Store Retailers 14,569,551 40,447, /13/ of 14

Site 3 Leakage Report (5 minute drive time) Sub-Categories of Foodservice & Drinking Places Expenditures at Full-service Restaurants 26,539,148 185,985,828 7.

109 Site 3 Leakage Report (5 minute drive time) Sub-Categories of Foodservice & Drinking Places Expenditures at Full-service Restaurants 26,539, ,985, Expenditures at Limited-service Eating Places 23,169,892 81,374, Expenditures at Special Foodservices 4,748,691 43,093, Expenditures at Drinking Places -Alcoholic Beverages 2,956, , Total Foodservice & Drinking Places 57,414, ,827, /13/ of 14

110 Site 3 Leakage Report (5 minute drive time) Sources and Methodology The primary data sources used in the construction of the database include: Current year AGS (Applied Geographic Solutions) Consumer Expenditure Estimates Census of Retail Trade, Merchandise Line Sales Census Bureau Monthly Retail Trade The Census of Retail Trade presents a table known as the Merchandise Line summary, which relates approximately 120 merchandise lines (e.g. hardware) to each of the store types. For each merchandise line, the distribution of sales by store type can be computed, yielding a conversion table which apportions merchandise line sales by store type. The AGS (Applied Geographic Solutions) Consumer Expenditure database was re-computed to these merchandise lines by aggregating both whole and partial categories, yielding, at the block group level, a series of merchandise line estimates which are consistent with the AGS Consumer Expenditure database. These two components were then combined in order to derive estimated potential by store type. The results were then compared to current retail trade statistics to ensure consistency and completeness. 10/13/ of 14

111

112

113 The examines the quantitative aspect of the community's retail opportunities. It is a guide to understanding retail opportunities but it is not an analysis that indicates unconditional opportunities. The analysis is sometimes called "a gap analysis" or "a supply and demand analysis" and can aid in the following: -Indicating how well the retail needs of local residents are being met -Uncovering unmet demand and possible opportunities -Understanding the strengths and weaknesses of the local retail sector -Measuring the difference between actual and potential retail sales Understanding Retail Leakage Retail leakage means that residents are spending more for products than local businesses capture. Retail sales leakage suggests that there is unmet demand in the trade area and that the community can support additional store space for that type of business. However, retail leakage does not necessarily translate into opportunity. For example, there could be a strong competitor in a neighboring community that dominates the market for that type of product or store. Understanding Retail Surplus A retail surplus means that the community's trade area is capturing the local market plus attracting non-local shoppers. A retail surplus does not necessarily mean that the community cannot support additional business. Many communities have developed strong clusters of stores that have broad geographic appeal. Examples of these types of retailers include: sporting goods stores, home furnishing stores, restaurants, and other specialty operations that become destination retailers and draw customers from outside the trade area. Examining the quantitative aspects (Leakage/Surplus) is only part of the evaluation of community's retail opportunities. Before any conclusions can be drawn about potential business expansion or recruitment opportunities, qualitative considerations such as trade area psychographics and buying habits must be analyzed in context of other market factors. Interpreting Leakage Index 1.0 = equilibrium, meaning that demand and sales in the area being analyzed are in balance..80 = demand exceeds sales by 20%, meaning that consumers are leaving the area being analyzed. 1.2 = sales exceed demand by 20%, meaning that consumers are coming from outside the area being analyzed.

114 Site 3 Leakage Report (7 minute drive time) Leakage/Surplus Index by Major Store Type The quantitative comparison of retail leakage and surplus in the twelve major store types shown in the chart and table below provides an initial measure of market opportunities. Combining this analysis with the knowledge of the local retail situation will take the process of identifying retail possibilities one step further. Figure 1 provides the leakage/surplus indices and following is the sales potential and actual sales for major store types. Figure 1. Leakage/Surplus Index and Actual and Potential Sales by Major Store Types Motor Vehicle Parts & Dealers 144,914, ,605, Furniture & Home Furnishing Stores 23,931, ,474, Electronics & Appliance Stores 20,869,312 58,714, Building Material & Garden Equipment & Supply Dealers 90,944, ,956, Food & Beverage Stores 89,500, ,840, Health & Personal Care Stores 38,297,600 41,016, Clothing & Clothing Accessories Stores 45,692, ,866, Sporting Goods, Hobby, Book, & Music Stores 17,182,750 65,170, General Merchandise Stores 101,665, ,820, Miscellaneous Store Retailers 22,273,018 55,002, Foodservice & Drinking Places 86,897, ,224, Total 682,169,724 2,003,694, /13/ of 14

Site 3 Leakage Report (7 minute drive time) Sub-Categories of Motor Vehicle Parts & Dealers Expenditures at Automotive Dealers 123,785,300 376,059,173 3.

115 Site 3 Leakage Report (7 minute drive time) Sub-Categories of Motor Vehicle Parts & Dealers Expenditures at Automotive Dealers 123,785, ,059, Expenditures at Other Motor Vehicle Dealers 10,292,421 8,754, Expenditures at Automotive Parts, Accessories, and Tire Stores 10,837,190 10,791, Total Motor Vehicle Parts & Dealers 144,914, ,605, /13/ of 14

Site 3 Leakage Report (7 minute drive time) Sub-Categories of Furniture & Home Furnishing Stores Expenditures at Furniture Stores 13,205,324 64,323,468 4.

116 Site 3 Leakage Report (7 minute drive time) Sub-Categories of Furniture & Home Furnishing Stores Expenditures at Furniture Stores 13,205,324 64,323, Expenditures at Home Furnishing Stores 10,725,878 52,151, Total Furniture & Home Furnishing Stores 23,931, ,474, /13/ of 14

117 Site 3 Leakage Report (7 minute drive time) Sub-Categories of Electronics & Appliance Stores Expenditures at Appliance, Television, and Other Electronics Stores 15,494,813 37,236, Expenditures at Computer and Software Stores 4,525,792 19,872, Expenditures at Camera and Photographic Equipment Stores 848,707 1,605, Total Electronics & Appliance Stores 20,869,312 58,714, /13/ of 14

Site 3 Leakage Report (7 minute drive time) Sub-Categories of Building Material & Garden Equipment & Supply Dealers Expenditures at Home Centers 32,976,112 114,310,332 3.

118 Site 3 Leakage Report (7 minute drive time) Sub-Categories of Building Material & Garden Equipment & Supply Dealers Expenditures at Home Centers 32,976, ,310, Expenditures at Paint and Wallpaper Stores 2,016,050 3,922, Expenditures at Hardware Stores 6,634,999 1,556, Expenditures at Other Building Materials Dealers 41,938,001 66,978, Expenditures at Outdoor Power Equipment Stores 1,041,349 1,615, Expenditures at Nursery and Garden Centers 6,338,300 4,573, Total Building Material & Garden Equipment & Supply Dealers 90,944, ,956, /13/ of 14

Site 3 Leakage Report (7 minute drive time) Sub-Categories of Food & Beverage Stores Expenditures at Supermarkets and Other Grocery (except Convenience) Stores 76,722,747 132,865,343 1.

119 Site 3 Leakage Report (7 minute drive time) Sub-Categories of Food & Beverage Stores Expenditures at Supermarkets and Other Grocery (except Convenience) Stores 76,722, ,865, Expenditures at Convenience Stores 4,023,024 1,569, Expenditures at Specialty Food Stores 2,535,096 2,270, Expenditures at Beer, Wine, and Liquor Stores 6,220,064 6,135, Total Food & Beverage Stores 89,500, ,840, /13/ of 14

Site 3 Leakage Report (7 minute drive time) Sub-Categories of Health & Personal Care Stores Expenditures at Pharmacies and Drug Stores 33,184,962 26,663,152 0.

120 Site 3 Leakage Report (7 minute drive time) Sub-Categories of Health & Personal Care Stores Expenditures at Pharmacies and Drug Stores 33,184,962 26,663, Expenditures at Cosmetics, Beauty Supplies and Perfume Stores 1,302,685 5,223, Expenditures at Optical Goods Stores 1,519,416 5,291, Expenditures at Other Health and Personal Care Stores 2,290,536 3,838, Total Health & Personal Care Stores 38,297,600 41,016, /13/ of 14

121 Site 3 Leakage Report (7 minute drive time) Sub-Categories of Clothing & Clothing Accessories Stores Expenditures at Men's Clothing Stores 2,035,981 20,778, Expenditures at Women's Clothing Stores 8,319,173 64,699, Expenditures at Children's and Infants' Clothing Stores 1,619,982 11,456, Expenditures at Family Clothing Stores 17,070,953 88,837, Expenditures at Clothing Accessories Stores 832,694 3,036, Expenditures at Other Clothing Stores 2,062,489 5,321, Expenditures at Shoe Stores 5,492,550 21,118, Expenditures at Jewelry Stores 7,688,398 30,189, Expenditures at Luggage, and Leather Goods Stores 570,768 2,429, Total Clothing & Clothing Accessories Stores 45,692, ,866, /13/ of 14

Site 3 Leakage Report (7 minute drive time) Sub-Categories of Sporting Goods, Hobby, Book, & Music Stores Expenditures at Sporting Goods Stores 6,285,453 19,155,416 3.

122 Site 3 Leakage Report (7 minute drive time) Sub-Categories of Sporting Goods, Hobby, Book, & Music Stores Expenditures at Sporting Goods Stores 6,285,453 19,155, Expenditures at Hobby, Toys and Games Stores 3,707,064 11,279, Expenditures at Sew/Needlework/Piece Goods Stores 813,971 5,529, Expenditures at Musical Instrument and Supplies Stores 1,069,260 1,391, Expenditures at Book Stores and News Dealers 3,855,428 19,586, Expenditures at Prerecorded Tape, Compact Disc, and Record Stores 1,451,574 8,228, Total Sporting Goods, Hobby, Book, & Music Stores 17,182,750 65,170, /13/ of 14

Site 3 Leakage Report (7 minute drive time) Sub-Categories of General Merchandise Stores Expenditures at Department Stores excluding leased depts. 51,070,112 249,114,850 4.

123 Site 3 Leakage Report (7 minute drive time) Sub-Categories of General Merchandise Stores Expenditures at Department Stores excluding leased depts. 51,070, ,114, Expenditures at Warehouse Clubs and Super Stores 42,781, Expenditures at All Other General Merchandise Stores 7,813,545 3,705, Total General Merchandise Stores 101,665, ,820, /13/ of 14

Site 3 Leakage Report (7 minute drive time) Sub-Categories of Miscellaneous Store Retailers Expenditures at Florists 1,599,894 1,198,870 0.

124 Site 3 Leakage Report (7 minute drive time) Sub-Categories of Miscellaneous Store Retailers Expenditures at Florists 1,599,894 1,198, Expenditures at Office Supplies and Stationery Stores 5,226,196 16,949, Expenditures at Gift, Novelty, and Souvenir Stores 4,003,213 24,942, Expenditures at Used Merchandise Stores 2,032,236 2,119, Expenditures at Other Miscellaneous Store Retailers 9,411,479 9,792, Total Miscellaneous Store Retailers 22,273,018 55,002, /13/ of 14

Site 3 Leakage Report (7 minute drive time) Sub-Categories of Foodservice & Drinking Places Expenditures at Full-service Restaurants 40,168,919 263,565,165 6.

125 Site 3 Leakage Report (7 minute drive time) Sub-Categories of Foodservice & Drinking Places Expenditures at Full-service Restaurants 40,168, ,565, Expenditures at Limited-service Eating Places 35,057, ,613, Expenditures at Special Foodservices 7,189,631 61,500, Expenditures at Drinking Places -Alcoholic Beverages 4,480, , Total Foodservice & Drinking Places 86,897, ,224, /13/ of 14

126 Site 3 Leakage Report (7 minute drive time) Sources and Methodology The primary data sources used in the construction of the database include: Current year AGS (Applied Geographic Solutions) Consumer Expenditure Estimates Census of Retail Trade, Merchandise Line Sales Census Bureau Monthly Retail Trade The Census of Retail Trade presents a table known as the Merchandise Line summary, which relates approximately 120 merchandise lines (e.g. hardware) to each of the store types. For each merchandise line, the distribution of sales by store type can be computed, yielding a conversion table which apportions merchandise line sales by store type. The AGS (Applied Geographic Solutions) Consumer Expenditure database was re-computed to these merchandise lines by aggregating both whole and partial categories, yielding, at the block group level, a series of merchandise line estimates which are consistent with the AGS Consumer Expenditure database. These two components were then combined in order to derive estimated potential by store type. The results were then compared to current retail trade statistics to ensure consistency and completeness. 10/13/ of 14

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129 The examines the quantitative aspect of the community's retail opportunities. It is a guide to understanding retail opportunities but it is not an analysis that indicates unconditional opportunities. The analysis is sometimes called "a gap analysis" or "a supply and demand analysis" and can aid in the following: -Indicating how well the retail needs of local residents are being met -Uncovering unmet demand and possible opportunities -Understanding the strengths and weaknesses of the local retail sector -Measuring the difference between actual and potential retail sales Understanding Retail Leakage Retail leakage means that residents are spending more for products than local businesses capture. Retail sales leakage suggests that there is unmet demand in the trade area and that the community can support additional store space for that type of business. However, retail leakage does not necessarily translate into opportunity. For example, there could be a strong competitor in a neighboring community that dominates the market for that type of product or store. Understanding Retail Surplus A retail surplus means that the community's trade area is capturing the local market plus attracting non-local shoppers. A retail surplus does not necessarily mean that the community cannot support additional business. Many communities have developed strong clusters of stores that have broad geographic appeal. Examples of these types of retailers include: sporting goods stores, home furnishing stores, restaurants, and other specialty operations that become destination retailers and draw customers from outside the trade area. Examining the quantitative aspects (Leakage/Surplus) is only part of the evaluation of community's retail opportunities. Before any conclusions can be drawn about potential business expansion or recruitment opportunities, qualitative considerations such as trade area psychographics and buying habits must be analyzed in context of other market factors.

Secondary Trade Area Leakage/Surplus Index by Major Store Type The quantitative comparison of retail leakage and surplus in the twelve major store types shown in the chart and table below provides an

130 Secondary Trade Area Leakage/Surplus Index by Major Store Type The quantitative comparison of retail leakage and surplus in the twelve major store types shown in the chart and table below provides an initial measure of market opportunities. Combining this analysis with the knowledge of the local retail situation will take the process of identifying retail possibilities one step further. Figure 1 provides the leakage/surplus indices and following is the sales potential and actual sales for major store types. Figure 1. Leakage/Surplus Index and Actual and Potential Sales by Major Store Types Motor Vehicle Parts & Dealers $638,528,808 $823,757, Furniture & Home Furnishing Stores $101,961,169 $170,378, Electronics & Appliance Stores $87,435,015 $111,810, Building Material & Garden Equipment & Supply Dealers $407,978,159 $597,464, Food & Beverage Stores $383,068,885 $465,238, Health & Personal Care Stores $157,808,990 $141,000, Clothing & Clothing Accessories Stores $193,751,450 $276,147, Sporting Goods, Hobby, Book, & Music Stores $71,298,538 $100,088, General Merchandise Stores $432,379,192 $465,773, Miscellaneous Store Retailers $93,291,622 $119,534, Foodservice & Drinking Places $357,789,175 $718,122, Total $2,925,291,002 $3,989,316, /27/ of 14

Secondary Trade Area Sub-Categories of Motor Vehicle Parts & Dealers Expenditures at Automotive Dealers $547,557,453 $752,208,847 1.

131 Secondary Trade Area Sub-Categories of Motor Vehicle Parts & Dealers Expenditures at Automotive Dealers $547,557,453 $752,208, Expenditures at Other Motor Vehicle Dealers $43,711,368 $34,725, Expenditures at Automotive Parts, Accessories, and Tire Stores $47,259,987 $36,823, Total Motor Vehicle Parts & Dealers $638,528,808 $823,757, /27/ of 14

Secondary Trade Area Sub-Categories of Furniture & Home Furnishing Stores Expenditures at Furniture Stores $55,777,137 $92,359,102 1.

132 Secondary Trade Area Sub-Categories of Furniture & Home Furnishing Stores Expenditures at Furniture Stores $55,777,137 $92,359, Expenditures at Home Furnishing Stores $46,184,032 $78,018, Total Furniture & Home Furnishing Stores $101,961,169 $170,378, /27/ of 14

Secondary Trade Area Sub-Categories of Electronics & Appliance Stores Expenditures at Appliance, Television, and Other Electronics Stores $65,240,299 $79,489,306 1.

133 Secondary Trade Area Sub-Categories of Electronics & Appliance Stores Expenditures at Appliance, Television, and Other Electronics Stores $65,240,299 $79,489, Expenditures at Computer and Software Stores $18,652,881 $30,404, Expenditures at Camera and Photographic Equipment Stores $3,541,835 $1,916, Total Electronics & Appliance Stores $87,435,015 $111,810, /27/ of 14

Secondary Trade Area Sub-Categories of Building Material & Garden Equipment & Supply Dealers Expenditures at Home Centers $147,811,322 $311,306,557 2.

134 Secondary Trade Area Sub-Categories of Building Material & Garden Equipment & Supply Dealers Expenditures at Home Centers $147,811,322 $311,306, Expenditures at Paint and Wallpaper Stores $8,944,882 $13,439, Expenditures at Hardware Stores $29,199,610 $16,679, Expenditures at Other Building Materials Dealers $189,442,618 $239,503, Expenditures at Outdoor Power Equipment Stores $4,618,768 $2,134, Expenditures at Nursery and Garden Centers $27,960,959 $14,400, Total Building Material & Garden Equipment & Supply Dealers $407,978,159 $597,464, /27/ of 14

Secondary Trade Area Sub-Categories of Food & Beverage Stores Expenditures at Supermarkets and Other Grocery (except Convenience) Stores $329,265,797 $415,284,632 1.

135 Secondary Trade Area Sub-Categories of Food & Beverage Stores Expenditures at Supermarkets and Other Grocery (except Convenience) Stores $329,265,797 $415,284, Expenditures at Convenience Stores $17,195,892 $9,366, Expenditures at Specialty Food Stores $10,952,965 $8,163, Expenditures at Beer, Wine, and Liquor Stores $25,654,231 $32,424, Total Food & Beverage Stores $383,068,885 $465,238, /27/ of 14

Secondary Trade Area Sub-Categories of Health & Personal Care Stores Expenditures at Pharmacies and Drug Stores $136,818,899 $93,128,974 0.

136 Secondary Trade Area Sub-Categories of Health & Personal Care Stores Expenditures at Pharmacies and Drug Stores $136,818,899 $93,128, Expenditures at Cosmetics, Beauty Supplies and Perfume Stores $5,340,701 $6,412, Expenditures at Optical Goods Stores $6,214,664 $17,898, Expenditures at Other Health and Personal Care Stores $9,434,725 $23,561, Total Health & Personal Care Stores $157,808,990 $141,000, /27/ of 14

Secondary Trade Area Sub-Categories of Clothing & Clothing Accessories Stores Expenditures at Men's Clothing Stores $8,775,519 $18,445,179 2.

137 Secondary Trade Area Sub-Categories of Clothing & Clothing Accessories Stores Expenditures at Men's Clothing Stores $8,775,519 $18,445, Expenditures at Women's Clothing Stores $35,378,718 $60,693, Expenditures at Children's and Infants' Clothing Stores $7,042,368 $11,344, Expenditures at Family Clothing Stores $72,930,332 $95,016, Expenditures at Clothing Accessories Stores $3,454,634 $3,675, Expenditures at Other Clothing Stores $8,811,228 $9,895, Expenditures at Shoe Stores $23,906,399 $29,046, Expenditures at Jewelry Stores $31,095,643 $44,661, Expenditures at Luggage, and Leather Goods Stores $2,356,609 $3,367, Total Clothing & Clothing Accessories Stores $193,751,450 $276,147, /27/ of 14

Secondary Trade Area Sub-Categories of Sporting Goods, Hobby, Book, & Music Stores Expenditures at Sporting Goods Stores $26,464,408 $39,211,513 1.

138 Secondary Trade Area Sub-Categories of Sporting Goods, Hobby, Book, & Music Stores Expenditures at Sporting Goods Stores $26,464,408 $39,211, Expenditures at Hobby, Toys and Games Stores $15,580,917 $19,864, Expenditures at Sew/Needlework/Piece Goods Stores $3,462,955 $8,961, Expenditures at Musical Instrument and Supplies Stores $4,480,857 $2,339, Expenditures at Book Stores and News Dealers $15,313,987 $20,051, Expenditures at Prerecorded Tape, Compact Disc, and Record Stores $5,995,414 $9,660, Total Sporting Goods, Hobby, Book, & Music Stores $71,298,538 $100,088, /27/ of 14

Secondary Trade Area Sub-Categories of General Merchandise Stores Expenditures at Department Stores excluding leased depts. $216,536,264 $322,098,623 1.

139 Secondary Trade Area Sub-Categories of General Merchandise Stores Expenditures at Department Stores excluding leased depts. $216,536,264 $322,098, Expenditures at Warehouse Clubs and Super Stores $182,839,876 $126,955, Expenditures at All Other General Merchandise Stores $33,003,052 $16,719, Total General Merchandise Stores $432,379,192 $465,773, /27/ of 14

Secondary Trade Area Sub-Categories of Miscellaneous Store Retailers Expenditures at Florists $6,724,076 $6,361,648 0.9 Expenditures at Office Supplies and Stationery Stores $21,645,603 $41,490,311 1.

140 Secondary Trade Area Sub-Categories of Miscellaneous Store Retailers Expenditures at Florists $6,724,076 $6,361, Expenditures at Office Supplies and Stationery Stores $21,645,603 $41,490, Expenditures at Gift, Novelty, and Souvenir Stores $16,615,859 $30,896, Expenditures at Used Merchandise Stores $8,502,599 $8,533, Expenditures at Other Miscellaneous Store Retailers $39,803,484 $32,251, Total Miscellaneous Store Retailers $93,291,622 $119,534, /27/ of 14

Secondary Trade Area Sub-Categories of Foodservice & Drinking Places Expenditures at Full-service Restaurants $165,076,030 $426,184,114 2.

141 Secondary Trade Area Sub-Categories of Foodservice & Drinking Places Expenditures at Full-service Restaurants $165,076,030 $426,184, Expenditures at Limited-service Eating Places $145,100,154 $219,513, Expenditures at Special Foodservices $29,761,331 $70,404, Expenditures at Drinking Places -Alcoholic Beverages $17,851,661 $2,021, Total Foodservice & Drinking Places $357,789,175 $718,122, /27/ of 14

142 Secondary Trade Area Sources and Methodology The primary data sources used in the construction of the database include: Current year AGS (Applied Geographic Solutions) Consumer Expenditure Estimates Census of Retail Trade, Merchandise Line Sales Census Bureau Monthly Retail Trade The Census of Retail Trade presents a table known as the Merchandise Line summary, which relates approximately 120 merchandise lines (e.g. hardware) to each of the store types. For each merchandise line, the distribution of sales by store type can be computed, yielding a conversion table which apportions merchandise line sales by store type. The AGS (Applied Geographic Solutions) Consumer Expenditure database was re-computed to these merchandise lines by aggregating both whole and partial categories, yielding, at the block group level, a series of merchandise line estimates which are consistent with the AGS Consumer Expenditure database. These two components were then combined in order to derive estimated potential by store type. The results were then compared to current retail trade statistics to ensure consistency and completeness. 10/27/ of 14

143 Appendix B: Segmentation Guide

Selecting La Mesa s Retail Sites Retail Site 1 Analysis Retail Site 2 Analysis Retail Site 3 Analysis... 6

Retail Site Assessment April 2011 Table of Contents Selecting La Mesa s Retail Sites... 1 Retail Site 1 Analysis... 2 Retail Site 2 Analysis... 4 Retail Site 3 Analysis... 6 Appendix A: Leakage and Demand