MARKET RESEARCH AND SUPPORT FOR RETAIL GROWTH RETAIL SUMMIT SEPTEMBER 29, 2016
AGENDA BACKGROUND IDENTIFIED TARGET RETAILERS SCOUT AND MARKET INSIGHTS SUMMARY 2
BACKGROUND ABOUT BUXTON
RETAIL EXPERIENCE GREAT BRANDS GROW WITH BUXTON 3,500 Clients Real Estate Operations Marketing Merchandising 4
PUBLIC SECTOR EXPERIENCE TRUSTED ADVISOR FOR 750+ COMMUNITIES Retail Recruitment Business Retention Tax Revenue Growth Improve Quality of Life 5
THE BUXTON SOLUTION WHO WE DEFINE WHO YOUR BEST POTENTIAL CITIZENS AND VISITORS ARE AS CONSUMERS WHERE WE IDENTIFY WHERE YOUR BEST POTENTIAL CONSUMERS ARE FOUND VALUE WE TELL YOU THE VALUE OF YOUR BEST CONSUMERS 6
IDENTIFIED TARGET RETAILERS WILLISTON RETAIL MATCH RESULTS
WILLISTON RETAIL MATCH RESULTS Consumer Profile Drive-time Trade Area Retail Market Conditions Target Retailers IDENTIFIED YOUR STRONGEST RETAIL MATCHES 8
SCOUT AND MARKET INSIGHTS PROPRIETARY ANALYTICS TOOL AND ADDITIONAL HIGHLIGHTS
SCOUT - PROPRIETARY ANALYTICS TOOL Provides You A Competitive Advantage With On-demand Trade Area Reports & Williston Market Specific Intelligence Household & Workforce Consumer Profiles Retail Supply & Demand Gap Analysis Consumer Propensities Demographics Historical & Projected Members of the Williston Economic Development team have online access to SCOUT, request for market insights and access to Buxton resources may be made directly to the W.E.D team 10
SCOUT APPAREL INSIGHTS Objective: Franchisee would like to understand the opportunity in Willison specifically for apparel as it relates to a potential clothier s franchise. Solution: Buxton assisted Williston Economic Development team with conducting a Trade Area Comparison for Williston versus Franchisor s existing regional locations. Trade Area Comparison Apparel Consumer Highlights: 1 dot equals approximately 1 household that is most likely to shop frequently in brick and mortar locations 20-minute drivetime around Consumer Expenditure Downtown Williston 20-minute drivetime around Franchise Location 1 20-minute drivetime around Franchise Location 2 20-minute drivetime around Franchise Location 3 20-minute drivetime around Franchise Location 4 Average Women and girls $742.79 $649.69 $552.74 $592.95 $547.99 % of Households most likely to have purchased Women's Apparel/Accessories 62.54% 61.10% 59.16% 59.43% 59.67% (Last 12 Months) Count of Households most likely to have purchased Women's Apparel/Accessories 6,643 27,690 17,153 49,566 24,811 (Last 12 Months) 11
SCOUT GROCERY INSIGHTS Objective: Williston would like to engage with regional grocery brand regarding the opportunity in Willison. Solution: Buxton assisted Williston Economic Development team with conducting a Drive-Time Trade Area Comparison for Williston versus grocer s existing locations in the region. Trade Area Comparison Consumer Highlights: 15 Minute Drive-Time Trade Area Demographics Average For Grocer's Existing Locations Williston, ND Trade Area Total Population 7,029 24,351 Total Employed Civilian Population 16+ 3,921 16,500 Median Age 40.3 32.1 Average Household Income $62,956 $105,802 Consumer Expenditures Average Food at home $3,956.82 $4,432.22 Total Food at home $11,967,240 $45,044,644 Retail Demand Supermarkets and Other Grocery (except Convenience) Stores $8,769,400 $32,787,757 Median Household Income Thematic Map 12
SCOUT MOVIE THEATRE Objective: Area Developers would like to engage with potential movie theatres regarding the opportunity in Willison. Solution: Buxton identified Studio Movie Grill, AMC Theatres and Marcus Theatres as potential brands operating in the region. Through an in-depth retail matching analysis, AMC Theatres was identified as the strongest retail match target for potential expansion. Buxton assembled retail specific market validation for AMC Theatres. AMC Market Validation Overview: 13 Page Marketing Package Detailing 3 rd Party Validation for AMC: o Demographic Snapshot o Map Visuals o Proximity: Nearest Existing AMC Theatre o Buxton Assessment: o Customer, Demographics, Competition, Area Draw, Accessibility o Identified several existing AMC locations comparable to the trade area of Williston. 13
SCOUT WILLISTON MARKET INSIGHTS Objective: The Williston Economic Development team would like to uncover the supply and demand within the 60 minute market trade area. Solution: Williston Economic Development team utilized Buxton s Retail Leakage/Surplus Report UNMET DEMAND: $207,344,115 14
INTERUPTING THE RETAIL LEAKAGE ANALYSIS The Retail Leakage and Surplus Analysis examines the quantitative aspect of the community s retail opportunities. Indicating and uncovering how well the retail needs of local residents are being met Understanding the strengths and weaknesses of the local retail sector Measuring the difference between actual projected 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. 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. 15
SCOUT GENERAL MERCHANDISE INSIGHTS Objective: Williston would like to provide insights for prospective business owner interested in opening general merchandise store. Solution: Williston Economic Development team with conducted a Drive-Time Trade Area Retail Leakage Analysis to reveal the unmet demand. GENERAL MERCHANDISE UNMET DEMAND: $47,912,422 16
SCOUT WILLISTON MARKET INSIGHTS Objective: Developer would like to uncover the demographic and consumer insights within the 60 miles of Williston for conversations with prospective retailers. Solution: Utilizing SCOUT, demographic, psychographic and map visuals were created to detail the consumer presence throughout the market. 17
CONSUMER PROFILE HIGHLIGHTS N46 True Grit Americans 15%+ of households within 60 miles Older, middle-class households in town and country communities located in the nation's midsection o o o o o o Rural residences Live within means Pragmatic Easy-going Practical priorities Blue collar jobs E20 No place like home 10%+ of households within 60 miles Upper middle-class multi-generational households in exurban areas o o o o o o Smart shoppers Multi-generational homes Contribute to charities Tailgaters Financially informed Conservative values 18
ADDITIONAL CONSUMER INSIGHTS Objective: Area Developer would like to better understand the spending in Williston from Minot. Solution: Utilizing Buxton s exclusive partnership with major credit card processor, Williston was able to determine where the spend occurred within Williston from consumers living in Minot. Key Highlights: The majority of the spend from Minot households occurred within the Restaurant, Home Supply and Fast Food categories 19
ADDITIONAL CO-TENANT INSIGHTS Objective: Area Broker would like to identify potential co-tenants to retailers that are currently committed to potential strip mall. Solution: Buxton provided additional research by determining the retailers that most commonly locate in close proximity to the tenants (2) committed to the site in the region. Results Summary: Starbucks 86.4% of locations Taco Bell 77.3% of locations GNC 72.7% of locations Game Stop 68.2% of locations Payless Shoes 63.6% of locations Great Clips 59.1% of locations Example.5 Mile Ring Around Williston 20
SUMMARY OVERVIEW AND QUESTIONS
WILLISTON & BUXTON PARTNERSHIP Market Research and Support for Retail Growth The Williston Economic Development team has utilized the resources available through Buxton for various initiatives: New Retail Development (e.g. Williston Dollar, MODE Store) Existing Retail Development (e.g. Meg-A-Latte) Proposed/Planned Retail Development (e.g. Hawkeye Village, New Strip Mall) The Buxton Partnership will continue to provide.. A competitive advantage for business owners, developers, entrepreneurs Support to immediately respond to opportunities or threats in your community Professional support with a dedicated team, serving as an extension of the Williston Economic Development teams staff 22
NEXT STEPS & QUESTIONS? Interested in accessing Buxton Reports and Market Insights to support retail growth in Williston? Contact the Williston Economic Development Team Barb Peterson, Williston Economic Development Communications Coordinator barbp@ci.williston.nd.us Cheyenne Robinson, Buxton Account Manager 23