Retail Site Assessment

Transcription

Retail Site
Assessment
April 2007
Table of Contents
Hesperia’s Retail Site..................................................................................................... 1
Retail Site Analysis ......................................................................................................... 2
Brief Segment Descriptions ......................................................................................... 4
Appendix A: Product Category
Appendix B: Demographic Report
Buxton CommunityID Staff
Amy Wetzel, Vice President, Western Region, awetzel@buxtonco.com
Chris Briggs, CommunityID Manager – Senior GIS Analyst, cbriggs@buxtonco.com
Diana Binz, GIS Analyst, dbinz@buxtonco.com
All Buxton personnel may be reached by phone at 817.332.3681
Data Sources: Claritas, Inc., Prizm®NE, 2006, InfoUSA, Inc., © 2006, National Research Bureau,
N
© 2006, MediamarkResearch, Inc., © 2006, Geographic Data Technology, Inc. © 2006
Victorville
Victorville
3
4
15
.
395
#
$
18
Mountain
Mountain View
View Acres
Acres
LENNOX
LENNOX
LENNOX PLAZA
PLAZA
PLAZA
PLAZA
LENNOX
LENNOX
LENNOX
PLAZA
THE
THE
THE MALL
MALL
MALL OF
OF
OF VICTOR
VICTOR
VICTOR VALLEY
VALLEY
VALLEY
MALL
OF
VICTOR
VALLEY
THE
THE
THE
MALL
OF
VICTOR
VALLEY
HESPERIA
HESPERIA
HESPERIA POWER
POWER
POWER CENTER
CENTER
CENTER
Hesperia
Hesperia
HESPERIA
HESPERIA
HESPERIA COMMONS
COMMONS
COMMONS
COMMONS
HESPERIA
HESPERIA
HESPERIA
COMMONS
GATEWAY
GATEWAY
GATEWAY RETAIL
RETAIL
RETAIL CENTER
CENTER
CENTER
RETAIL
CENTER
GATEWAY
GATEWAY
GATEWAY
RETAIL
CENTER
HESPERIA
HESPERIA
HESPERIA CENTER
CENTER
CENTER
l
DOWNTOWN
DOWNTOWN
DOWNTOWN CENTER
CENTER
CENTER
CENTER
DOWNTOWN
DOWNTOWN
DOWNTOWN
CENTER
HESPERIA
HESPERIA
HESPERIA MARKETPLACE
MARKETPLACE
MARKETPLACE
MOUNTAIN
MOUNTAIN
MOUNTAIN VISTA
VISTA
VISTA PLAZA
PLAZA
PLAZA
NEC
NEC
NEC 395
395
395 &
&
& POPLAR
POPLAR
POPLAR ST
ST
ST
395
&
POPLAR
ST
NEC
NEC
NEC
395
&
POPLAR
ST
BEAR
BEAR
BEAR CREEK
CREEK
CREEK CAPITAL
CAPITAL
CAPITAL
CREEK
CAPITAL
BEAR
BEAR
BEAR
CREEK
CAPITAL
&
%
173
3
4
15
&
%
138
Lake
Lake
Arrowhead
Arrowhead
Crestline
Crestline
Hesperia, California: Overview
Shopping Centers
GLA in thousands
City Limits
l
Miles
Proposed Site
0
1
1000+
2
Sphere of Influence
500 to 1000
100 to 500
Below 100
2651 S. Polaris Dr. Fort Worth, Texas 76137
tel: 817.332.3681
fax:817.332.3686
e-mail:buxton@buxtonco.com
http://www.buxtonco.com
Hesperia’s Retail Site
To begin the CommunityID process, the City of Hesperia selected the intersection of I-15 &
Main Street to be analyzed for retail development. The location of the site is shown on the
opposite page.
For the Proposed Site at the intersection of I-15 & Main Street, Buxton has performed the
following analyses:
•
•
•
•
A primary drive-time trade area was delineated for the site
The customers in the trade area were segmented according to buying habits and
lifestyles
A profile of Hesperia’s customers within the trade area was developed
The retail demand for more than 400 products and services was determined for the
trade area
The purpose of these analyses is to develop Hesperia’s Customer Profile. The Customer
Profile is a snapshot of the customers that reside in Hesperia’s trade area. Even though
these consumers are complex and diverse, Buxton is able to capture and catalogue the
extent to which potential demand for retailer’s goods and services are concentrated in the
trade area. By overlaying Hesperia’s Customer Profile with over 4,500 retail matching
profiles in Buxton’s proprietary database, we are able to identify major categories of retail
that are candidates for location in Hesperia.
1
Data Sources: Claritas, Inc., Prizm®NE, 2006, InfoUSA, Inc., © 2006, National Research Bureau,
© 2006, MediamarkResearch, Inc., © 2006, Geographic Data Technology, Inc. © 2006
N
.
395
Adelanto
Adelanto
Victorville
Victorville
.
-
#
$
18
$
#
3
4
15
395
18
Apple
Apple Valley
Valley
#
$
18
Mountain
Mountain View
View Acres
Acres
Lennox
Lennox
Lennox Plaza
Plaza
Plaza
Plaza
Lennox
Lennox
Lennox
Plaza
THE
THE
THE MALL
MALL
MALL OF
OF
OF VICTOR
VICTOR
VICTOR VALLEY
VALLEY
VALLEY
MALL
OF
VICTOR
VALLEY
THE
THE
THE
MALL
OF
VICTOR
VALLEY
HESPERIA
HESPERIA
HESPERIA
POWER
POWER
CENTER
CENTER
HESPERIA
HESPERIA
HESPERIA POWER
POWER
POWER
POWER CENTER
CENTER
CENTER
CENTER
HESPERIA
HESPERIA
HESPERIA COMMONS
COMMONS
COMMONS
COMMONS
HESPERIA
HESPERIA
HESPERIA
COMMONS
GATEWAY
GATEWAY
GATEWAY RETAIL
RETAIL
RETAIL CENTER
CENTER
CENTER
&
%
138
NEC
NEC
NEC 395
395
395 &
&
& POPLAR
POPLAR
POPLAR ST
ST
ST
395
&
POPLAR
ST
NEC
NEC
NEC
395
&
POPLAR
ST
l
Hesperia
Hesperia
HESPERIA
HESPERIA
HESPERIA CENTER
CENTER
CENTER
CENTER
HESPERIA
HESPERIA
HESPERIA
CENTER
DOWNTOWN
DOWNTOWN
DOWNTOWN CENTER
CENTER
CENTER
CENTER
DOWNTOWN
DOWNTOWN
DOWNTOWN
CENTER
HESPERIA
HESPERIA
HESPERIA MARKETPLACE
MARKETPLACE
MARKETPLACE
MOUNTAIN
MOUNTAIN
MOUNTAIN
VISTA
VISTA
PLAZA
PLAZA
MOUNTAIN
MOUNTAIN
MOUNTAIN VISTA
VISTA
VISTA
VISTA PLAZA
PLAZA
PLAZA
PLAZA
BEAR
BEAR
BEAR CREEK
CREEK
CREEK CAPITAL
CAPITAL
CAPITAL
Wrightwood
Wrightwood
&
%
173
3
4
15
&
%
138
Lake
Lake
Arrowhead
Arrowhead
Crestline
Crestline
$
#
18
Running
Running Springs
Springs
4
3
15
Muscoy
Muscoy
San
San Antonio
Antonio Heights
Heights
San
San Bernardino
Bernardino
COLONIES
COLONIES
COLONIES CROSSROADS
CROSSROADS
CROSSROADS
CROSSROADS
COLONIES
COLONIES
COLONIES
CROSSROADS
FOOTHILL
FOOTHILL
FOOTHILL MARKETPLACE
MARKETPLACE
MARKETPLACE
MARKETPLACE
FOOTHILL
FOOTHILL
FOOTHILL
MARKETPLACE
VICTORIA
VICTORIA
VICTORIA GARDENS
GARDENS
GARDENS MALL
MALL
MALL
GARDENS
MALL
VICTORIA
GARDENS
MALL
VICTORIA
VICTORIA
Hesperia, California: 15-Minute Trade Area
Shopping Centers
GLA in thousands
City Limits
Sphere of Influence
15 Minute Drive Time
l Proposed Site
Miles
0
2.5
1000+
5
500 to 1000
100 to 500
Below 100
2651 S. Polaris Dr. Fort Worth, Texas 76137
tel: 817.332.3681
fax:817.332.3686
e-mail:buxton@buxtonco.com
http://www.buxtonco.com
Retail Site Analysis: I-15 & Main Street
Drive-Time Trade Area
The map on the opposite page depicts the 15-minute trade area for the proposed site. The
trade area was determined by Buxton’s proprietary drive-time technology.
Psychographics
The psychographic profile of the households within the 15-minute trade area of the
proposed site is presented below.
Trade Area Segmentation
I-15 & Main Street
24%
21%
18%
15%
12%
9%
6%
3%
0%
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40 41 42 43 44 45 46 47 48 49 50 51 52 53 54 55 56 57 58 59 60 61 62 63 64 65 66
Source: Claritas, Inc, PRIZM® NE, © 2006
Dominant Segments
A segment that represents at least three percent of a trade area is a dominant segment.
Following is a description of the dominant segments for the proposed site.
Dominant Segments
Description
Households
% of All Households
13
20
27
32
34
41
53
60
62
UPWARD BOUND
FAST-TRACK FAMILIES
MIDDLEBURG MANAGERS
NEW HOMESTEADERS
WHITE PICKET FENCES
SUNSET CITY BLUES
MOBILITY BLUES
PARK BENCH SENIORS
HOMETOWN RETIRED
4,600
2,414
2,271
2,652
8,207
3,947
2,891
1,833
2,665
9.37%
4.92%
4.63%
5.40%
16.72%
8.04%
5.89%
3.73%
5.43%
63
FAMILY THRIFTS
6,147
12.52%
2
Retail Site Analysis (continued)
Product Category
The following table outlines the estimated dollar potential available in major retail categories
by consumers located within the trade area for the proposed site:
Consumer Variable - Major Categories
Total Estimated Dollars
Food at Home
$368,329,570
Food Away from Home
$266,873,930
Alcoholic Beverages
$62,964,040
Smoking Products & Supplies
$36,910,760
Personal Care Products & Services
$53,124,620
Day Care
$19,501,810
Household Furnishings & Services
$324,872,420
Housing Expenses
$61,918,870
Apparel
$238,687,910
Sports & Recreation
$65,815,340
Miscellaneous
$153,442,490
Education
$58,789,740
Automotive
$481,854,830
Health Care
$185,959,160
TOTAL
$2,379,045,490
The following table presents the trade potential variables for the proposed site:
Trade Potential Variables
Site 1
Estimated Household Count
49,081
Number of Households in Dominant Segments
37,627
Traffic Count
212,000
Estimated Product Category Potential
$2,379,045,490
3
Brief Segment Descriptions
1
UPPER CRUST – The nation’s most exclusive address, Upper Crust is the wealthiest
lifestyle in America—a haven for empty-nesting couples over 55 years old. No
segment has a higher concentration of residents earning over $200,000 a year or
possessing a postgraduate degree, and none has a more opulent standard of living.
2
BLUE BLOOD ESTATES – Blue Blood Estates is a family portrait of suburban wealth, a
place of million-dollar homes and manicured lawns, high-end cars and exclusive private
clubs. The nation’s second-wealthiest lifestyle, it is characterized by married couples
with children, college degrees, a significant percentage of Asian Americans and sixfigure incomes earned by business executives, managers and professionals.
3
MOVERS & SHAKERS – Movers & Shakers is home to America’s up-and-coming
business class: a wealthy suburban world of dual-income couples who are highly
educated, typically between the ages of 35 and 54, often with children. Given its high
percentage of executives and white-collar professionals, there is a decided business
bent to this segment: Movers & Shakers rank number one for owning a small business
and having a home office.
4
YOUNG DIGERATI – Young Digerati are the nation’s tech-savvy singles and couples
living in fashionable neighborhoods on the urban fringe. Affluent, highly educated and
ethnically mixed, Young Digerati communities are typically filled with trendy
apartments and condos, fitness clubs and clothing boutiques, casual restaurants and all
types of bars—from juice to coffee to microbrew.
5
COUNTRY SQUIRES – The wealthiest residents in exurban America live in Country
Squires, an oasis for affluent Baby Boomers who have fled the city for the charms of
small-town living. In their bucolic communities noted for their recently built homes on
sprawling properties, the families of executives live in six-figure comfort. Country
Squires enjoy country club sports like golf, tennis and swimming as well as skiing,
boating and biking.
6
WINNER’S CIRCLE – Among the wealthy suburban lifestyles, Winner’s Circle is the
youngest, a collection of mostly 25- to 34-year-old couples with large families in newmoney subdivisions. Surrounding their homes are the signs of upscale living:
recreational parks, golf courses and upscale malls. With a median income of nearly
$90,000, Winner’s Circle residents are big spenders who like to travel, ski, go out to
eat, shop at clothing boutiques and take in a show.
7
MONEY & BRAINS – The residents of Money & Brains seem to have it all: high
incomes, advanced degrees and sophisticated tastes to match their credentials. Many
of these city dwellers—predominantly white with a high concentration of Asian
Americans—are married couples with few children who live in fashionable homes on
small, manicured lots.
4
8
EXECUTIVE SUITES – Executive Suites consists of upper-middle-class singles and
couples typically living just beyond the nation’s beltways. Filled with significant
numbers of Asian Americans and college graduates—both groups are represented at
more than twice the national average—this segment is a haven for white-collar
professionals drawn to comfortable homes and apartments within a manageable
commute to downtown jobs, restaurants and entertainment.
9
BIG FISH, SMALL POND – Older, upper-class, college-educated professionals, the
members of Big Fish, Small Pond are often among the leading citizens of their smalltown communities. These upscale, empty-nesting couples enjoy the trappings of
success, belonging to country clubs, maintaining large investment portfolios and
spending freely on computer technology.
10
SECOND CITY ELITE – There’s money to be found in the nation’s smaller cities, and
you’re most likely to find it in Second City Elite. The residents of these satellite cities
tend to be prosperous executives who decorate their $200,000 homes with multiple
computers, large-screen TV sets and an impressive collection of wines. With more
than half holding college degrees, Second City Elite residents enjoy cultural activities—
from reading books to attending theater and dance productions.
11
GOD’S COUNTRY – When city dwellers and suburbanites began moving to the
country in the 1970’s, God’s Country emerged as the most affluent of the nation’s
exurban lifestyles. Today, wealthier communities exist in the hinterlands, but God’s
Country remains a haven for upper-income couples in spacious homes. Typically
college-educated Baby Boomers, these Americans try to maintain a balanced lifestyle
between high-power jobs and laid-back leisure.
12
BRITE LITES, LI’L CITY – Not all of the America’s chic sophisticates live in major
metros. Brite Lights, Li’l City is a group of well-off, middle-aged couples settled in the
nation’s satellite cities. Residents of these typical double income, no kids households
have college educations, well-paying business and professional careers and swank
homes filled with the latest technology.
13
UPWARD BOUND – More than any other segment, Upward Bound appears to be
the home of those legendary Soccer Moms and Dads. In these small satellite cities,
upper-class families boast dual incomes, college degrees and new split-levels and
colonials. Residents of Upward Bound tend to be kid-obsessed, with heavy purchases
of computers, action figures, dolls, board games, bicycles and camping equipment.
14
NEW EMPTY NESTS – With their grown-up children recently out of the house, New
Empty Nests is composed of upscale older Americans who pursue active—and
activist— lifestyles. Nearly three-quarters of residents are over 65 years old, but they
show no interest in a rest-home retirement. This is the top-ranked segment for allinclusive travel packages; the favorite destination is Italy.
5
15
POOLS & PATIOS – Formed during the postwar Baby Boom, Pools & Patios has
evolved from a segment of young suburban families to one for mature, empty-nesting
couples. In these stable neighborhoods graced with backyard pools and patios—the
highest proportion of homes were built in the 1960’s—residents work as white-collar
managers and professionals, and are now at the top of their careers.
16
BOHEMIAN MIX – A collection of young, mobile urbanites, Bohemian Mix represents
the nation’s most liberal lifestyles. Its residents are a progressive mix of young singles
and couples, students and professionals, Hispanics, Asians, African-Americans and
whites. In their funky row houses and apartments, Bohemian Mixers are the early
adopters who are quick to check out the latest movie, nightclub, laptop and
microbrew.
17
BELTWAY BOOMERS – The members of the postwar Baby Boom are all grown up.
Today, these Americans are in their forties and fifties, and one segment of this huge
cohort—college-educated, upper-middle-class and home-owning—is found in Beltway
Boomers. Like many of their peers who married late, these Boomers are still raising
children in comfortable suburban subdivisions, and they’re pursuing kid-centered
lifestyles.
18
KIDS & CUL-DE-SACS – Upscale, suburban, married couples with children is the
description of Kids & Cul-de-Sacs, an enviable lifestyle of large families in recently built
subdivisions. With a high rate of Hispanic and Asian Americans, this segment is a
refuge for college-educated, white-collar professionals with administrative jobs and
upper-middle-class incomes. Their nexus of education, affluence and children
translates into large outlays for child-centered products and services.
19
HOME SWEET HOME – Widely scattered across the nation’s suburbs, the residents
of Home Sweet Home tend to be upper-middle-class married couples living in midsized homes with few children. The adults in the segment, mostly between the ages of
25 and 54, have gone to college and hold professional and white-collar jobs. With
their upscale incomes and small families, these folks have fashioned comfortable
lifestyles, filling their homes with toys, TV sets and pets.
20
FAST-TRACK FAMILIES – With their upper-middle-class incomes, numerous children
and spacious homes, Fast-Track Families are in their prime acquisition years. These
middle-aged parents have the disposable income and educated sensibility to want the
best for their children. They buy the latest technology with impunity: new computers,
DVD players, home theater systems and video games. They take advantage of their
rustic locales by camping, boating and fishing.
6
21
GRAY POWER – The steady rise of older, healthier Americans over the past decade
has produced one important by-product: middle-class, home-owning suburbanites
who are aging in place rather than moving to retirement communities. A segment of
older, mid-scale singles and couples who live in quiet comfort, Gray Power reflects
this trend.
22
YOUNG INFLUENTIALS – Once known as the home of the nation’s yuppies, Young
Influentials reflects the fading glow of acquisitive yuppiedom. Today, the segment is a
common address for young, middle-class singles and couples who are more
preoccupied with balancing work and leisure pursuits. Having recently left college
dorms, they now live in apartment complexes surrounded by ball fields, health clubs
and casual-dining restaurants.
23
GREENBELT SPORTS – A segment of middle-class exurban couples, Greenbelt Sports
is known for its active lifestyle. Most of these middle-aged residents are married,
college-educated and own new homes; about a third have children. And few segments
have higher rates for pursuing outdoor activities such as skiing, canoeing, backpacking,
boating and mountain biking.
24
UP-AND-COMERS – Up-and-Comers is a stopover for young, mid-scale singles
before they marry, have families and establish more deskbound lifestyles. Found in
second-tier cities, these mobile twenty-somethings include a disproportionate number
of recent college graduates who are into athletic activities, the latest technology and
nightlife entertainment.
25
COUNTRY CASUALS – There’s a laid-back atmosphere in Country Casuals, a
collection of middle-aged, upper-middle-class households that have started to emptynest. Workers here—and most households boast two earners—have well-paying
blue- or white-collar jobs, or own small businesses. Today these Baby-Boom couples
have the disposable income to enjoy traveling, owning timeshares and going out to eat.
26
THE COSMOPOLITANS – Educated, mid-scale and multi-ethnic, The Cosmopolitans
are urbane couples in America’s fast-growing cities. Concentrated in a handful of
metros—such as Las Vegas, Miami and Albuquerque—these households feature older
home-owners, empty-nesters and college graduates. A vibrant social scene surrounds
their older homes and apartments, and residents love the nightlife and enjoy leisureintensive lifestyles.
27
MIDDLEBURG MANAGERS – Middleburg Managers arose when empty-nesters
settled in satellite communities which offered a lower cost of living and more relaxed
pace. Today segment residents tend to be middle-class and over 55 years old with
solid managerial jobs and comfortable retirements. In their older homes, they enjoy
reading, playing musical instruments, indoor gardening and refinishing furniture.
7
28
TRADITIONAL TIMES – Traditional Times is the kind of lifestyle where small-town
couples nearing retirement are beginning to enjoy their first empty-nest years.
Typically in their fifties and sixties, these middle-class Americans pursue a kind of
granola-and-grits lifestyle. On their coffee tables are magazines with titles ranging
from Country Living and Country Home to Gourmet and Forbes. But they’re big travelers,
especially in recreational vehicles and campers.
29
AMERICAN DREAMS – American Dreams is a living example of how ethnically
diverse the nation has become: more than half the residents are Hispanic, Asian or
African-American. In these multilingual neighborhoods—one in ten residents speaks a
language other than English—middle-aged immigrants and their children live in middleclass comfort.
30
SUBURBAN SPRAWL – Suburban Sprawl is an unusual American lifestyle: a collection
of mid-scale, middle-aged singles and couples living in the heart of suburbia. Typically
members of the Baby Boom generation, they hold decent jobs, own older homes and
condos, and pursue conservative versions of the American Dream. Among their
favorite activities are jogging on treadmills, playing trivia games and renting videos.
31
URBAN ACHIEVERS – Concentrated in the nation’s port cities, Urban Achievers is
often the first stop for up-and-coming immigrants from Asia, South America and
Europe. These young singles and couples are typically college-educated and ethnically
diverse: about a third are foreign-born, and even more speak a language other than
English.
32
NEW HOMESTEADERS – Young, middle-class families seeking to escape suburban
sprawl find refuge in New Homesteaders, a collection of small rustic townships filled
with new ranches and Cape Cods. With decent-paying jobs in white-collar and service
industries, these dual-income couples have fashioned comfortable, child-centered
lifestyles, their driveways filled with campers and powerboats, their family rooms with
PlayStations and Game Boys.
33
BIG SKY FAMILIES – Scattered in placid towns across the American heartland, Big Sky
Families is a segment of young rural families who have turned high school educations
and blue-collar jobs into busy, middle-class lifestyles. Residents like to play baseball,
basketball and volleyball in addition to going fishing, hunting and horseback riding. To
entertain their sprawling families, they buy virtually every piece of sporting equipment
on the market.
34
WHITE PICKET FENCES – Midpoint on the socioeconomic ladder, residents in White
Picket Fences look a lot like the stereotypical American household of a generation
ago: young, middle-class, married with children. But the current version is
characterized by modest homes and ethnic diversity—including a disproportionate
number of Hispanics and African-Americans.
8
35
BOOMTOWN SINGLES – Affordable housing, abundant entry-level jobs and a thriving
singles scene— all have given rise to the Boomtown Singles segment in fast-growing
satellite cities. Young, single and working-class, these residents pursue active lifestyles
amid sprawling apartment complexes, bars, convenience stores and laundromats.
36
BLUE-CHIP BLUES – Blue-Chip Blues is known as a comfortable lifestyle for young,
sprawling families with well-paying blue-collar jobs. Ethnically diverse—with a
significant presence of Hispanics and African-Americans—the segment’s aging
neighborhoods feature compact, modestly priced homes surrounded by commercial
centers that cater to child-filled households.
37
MAYBERRY-VILLE – Like the old Andy Griffith Show set in a quaint picturesque berg,
Mayberry-ville harks back to an old-fashioned way of life. In these small towns,
middle-class couples and families like to fish and hunt during the day, and stay home
and watch TV at night. With lucrative blue-collar jobs and moderately priced housing,
residents use their discretionary cash to purchase boats, campers, motorcycles and
pickup trucks.
38
SIMPLE PLEASURES – With more than two-thirds of its residents over 65 years old,
Simple Pleasures is mostly a retirement lifestyle: a neighborhood of lower-middle-class
singles and couples living in modestly priced homes. Many are high school-educated
seniors who held blue-collar jobs before their retirement, and a disproportionate
number served in the military; no segment has more members of veterans clubs.
39
DOMESTIC DUOS – Domestic Duos represents a middle-class mix of mainly over-55
singles and married couples living in older suburban homes. With their high-school
educations and fixed incomes, segment residents maintain an easy-going lifestyle.
Residents like to socialize by going bowling, seeing a play, meeting at the local fraternal
order or going out to eat.
40
CLOSE-IN COUPLES – Close-In Couples is a group of predominantly AfricanAmerican couples living in older homes in the urban neighborhoods of mid-sized
metros. High school educated and empty nesting, these 55-year-old-plus residents
typically live in older city neighborhoods, enjoying secure and comfortable
retirements.
41
SUNSET CITY BLUES – Scattered throughout the older neighborhoods of small cities,
Sunset City Blues is a segment of lower-middle-class singles and couples who have
retired or are getting close to retirement. These empty-nesters tend to own their
homes but have modest educations and incomes. They maintain a low-key lifestyle
filled with newspapers and television by day, and family-style restaurants at night.
9
42
RED, WHITE & BLUES – The residents of Red, White & Blues typically live in exurban
towns rapidly morphing into bedroom suburbs. Their streets feature new fast-food
restaurants, and locals have recently celebrated the arrival of chains like Wal-Mart,
Radio Shack and Payless Shoes. Middle-aged, high school educated and lower-middle
class, these folks tend to have solid, blue-collar jobs in manufacturing, milling and
construction.
43
HEARTLANDERS – America was once a land of small middle-class towns, which can
still be found today among Heartlanders. This widespread segment consists of middleaged couples with working-class jobs living in sturdy, unpretentious homes. In these
communities of small families and empty-nesting couples, Heartlanders pursue a rustic
lifestyle where hunting and fishing remain prime leisure activities along with cooking,
sewing, camping and boating.
44
NEW BEGINNINGS – Filled with young, single adults, New Beginnings is a magnet for
adults in transition. Many of its residents are twenty-something singles and couples
just starting out on their career paths—or starting over after recent divorces or
company transfers. Ethnically diverse—with nearly half its residents Hispanic, Asian or
African-American—New Beginnings households tend to have the modest living
standards typical of transient apartment dwellers.
45
BLUE HIGHWAYS – On maps, blue highways are often two-lane roads that wind
through remote stretches of the American landscape. Among lifestyles, Blue Highways
is the standout for lower-middle-class couples and families who live in isolated towns
and farmsteads. Here, Boomer men like to hunt and fish; the women enjoy sewing
and crafts, and everyone looks forward to going out to a country music concert.
46
OLD GLORIES – Old Glories are the nation’s downscale suburban retirees,
Americans aging in place in older apartment complexes. These racially mixed
households often contain widows and widowers living on fixed incomes, and they tend
to lead home-centered lifestyles. They’re among the nation’s most ardent television
fans, watching game shows, soaps, talk shows and newsmagazines at high rates.
47
CITY STARTUPS – In City Startups, young, multi-ethnic singles have settled in
neighborhoods filled with cheap apartments and a commercial base of cafés, bars,
laundromats and clubs that cater to twenty-somethings. One of the youngest
segments in America—with ten times as many college students as the national
average—these neighborhoods feature low incomes and high concentrations of
Hispanics and African-Americans.
10
48
YOUNG & RUSTIC – Like the soap opera that inspired its nickname, Young & Rustic
is composed of young, restless singles. Unlike the glitzy soap denizens, however, these
folks tend to be lower income, high school-educated and live in tiny apartments in the
nation’s exurban towns. With their service industry jobs and modest incomes, these
folks still try to fashion fast-paced lifestyles centered on sports, cars and dating.
49
AMERICAN CLASSICS – They may be older, lower-middle class and retired, but the
residents of American Classics are still living the American Dream of home ownership.
Few segments rank higher in their percentage of home owners, and that fact alone
reflects a more comfortable lifestyle for these predominantly white singles and couples
with deep ties to their neighborhoods.
50
KID COUNTRY, USA – Widely scattered throughout the nation’s heartland, Kid
Country, USA is a segment dominated by large families living in small towns.
Predominantly white with an above-average concentration of Hispanics, these young
working-class households include homeowners, renters and military personnel living in
base housing; about 20 percent of residents own mobile homes.
51
SHOTGUNS & PICKUPS – The segment known as Shotguns & Pickups came by its
moniker honestly: it scores near the top of all lifestyles for owning hunting rifles and
pickup trucks. These Americans tend to be young, working-class couples with large
families—more than half have two or more kids—living in small homes and
manufactured housing. Nearly a third of residents live in mobile homes, more than
any other segment.
52
SUBURBAN PIONEERS – Suburban Pioneers represents one of the nation’s eclectic
lifestyles, a mix of young singles, recently divorced and single parents who have moved
into older, inner-ring suburbs. They live in aging homes and garden-style apartment
buildings where the jobs are blue-collar and the money is tight. What unites these
residents—a diverse mix of whites, Hispanics and African-Americans—is a workingclass sensibility and an appreciation for their off-the-beaten-track neighborhoods.
53
MOBILITY BLUES – Young singles and single parents make their way to Mobility Blues,
a segment of working-class neighborhoods in America’s satellite cities. Racially mixed
and under 25 years old, these transient Americans tend to have modest lifestyles due
to their lower-income blue-collar jobs. Surveys show they excel in going to movies,
playing basketball and shooting pool.
54
MULTI-CULTI MOSAIC – An immigrant gateway community, Multi-Culti Mosaic is the
urban home for a mixed populace of younger Hispanic, Asian and African-American
singles and families. With nearly a quarter of the residents foreign born, this segment
is a Mecca for first-generation Americans who are striving to improve their lowermiddle-class status.
11
55
GOLDEN PONDS – Golden Ponds is mostly a retirement lifestyle, dominated by
downscale singles and couples over 65 years old. Found in small bucolic towns around
the country, these high school-educated seniors live in small apartments on less than
$25,000 a year; one in five resides in a nursing home. For these elderly residents, daily
life is often a succession of sedentary activities such as reading, watching TV, playing
bingo and doing craft projects.
56
CROSSROADS VILLAGERS – With a population of middle-aged, blue-collar couples
and families, Crossroads Villagers is a classic rural lifestyle. Residents are high schooleducated with lower-middle incomes and modest housing; one-quarter live in mobile
homes. There’s an air of self-reliance in these households as Crossroads Villagers help
put food on the table through fishing, gardening and hunting.
57
OLD MILLTOWNS – America’s once-thriving mining and manufacturing towns have
aged—as have the residents in Old Milltowns communities. Today, the majority of
residents are retired singles and couples living on downscale incomes in pre-1960
homes and apartments. For leisure they enjoy gardening, sewing, socializing at
veterans clubs or eating out at casual restaurants.
58
BACK COUNTRY FOLKS – Strewn among remote farm communities across the
nation, Back Country Folks are a long way away from economic paradise. The
residents tend to be poor, over 55 years old and living in older, modest-sized homes
and manufactured housing. Typically, life in this segment is a throwback to an earlier
era when farming dominated the American landscape.
59
URBAN ELDERS – For Urban Elders—a segment located in the downtown
neighborhoods of such metros as New York, Chicago, Las Vegas and Miami—life is
often an economic struggle. These communities have high concentrations of Hispanics
and African-Americans and tend to be downscale, with singles living in older apartment
rentals.
60
PARK BENCH SENIORS – Park Bench Seniors are typically retired singles living in the
racially mixed neighborhoods of the nation’s satellite cities. With modest educations
and incomes, these residents maintain low-key, sedentary lifestyles. Theirs is one of
the top-ranked segments for TV viewing, especially daytime soaps and game shows.
61
CITY ROOTS – Found in urban neighborhoods, City Roots is a segment of lowerincome retirees, typically living in older homes and duplexes they’ve owned for years.
In these ethnically diverse neighborhoods—more than a third are African-American
and Hispanic—residents are often widows and widowers living on fixed incomes and
maintaining low-key lifestyles.
12
62
HOMETOWN RETIRED – With three-quarters of all residents over 65 years old,
Hometown Retired is one of the oldest segments. These racially mixed seniors tend
to live in aging homes—half were built before 1958—and typically get by on social
security and modest pensions. Because most never made it beyond high school and
spent their working lives at blue-collar jobs, their retirements are extremely modest.
63
FAMILY THRIFTS – The small-city cousins of inner-city districts, Family Thrifts contain
young, ethnically diverse parents who have lots of children and work entry-level
service jobs. In these apartment-filled neighborhoods, visitors find the streets jampacked with babies and toddlers, tricycles and basketball hoops, Daewoos and
Hyundais.
64
BEDROCK AMERICA – Bedrock America consists of young, economically challenged
families in small, isolated towns located throughout the nation’s heartland. With
modest educations, sprawling families and blue-collar jobs, many of these residents
struggle to make ends meet. One quarter live in mobile homes. One in three has not
finished high school. Rich in scenery, Bedrock America is a haven for fishing, hunting,
hiking and camping.
65
BIG CITY BLUES – With a population that’s half Latino, Big City Blues has the highest
concentration of Hispanic Americans in the nation, but it’s also the multi-ethnic
address for downscale Asian and African-American households occupying older innercity apartments. Concentrated in a handful of major metros, these young singles and
single-parent families face enormous challenges: low incomes, uncertain jobs and
modest educations. More than 40% haven’t finished high school.
66
LOW-RISE LIVING – The most economically challenged urban segment, Low-Rise
Living is known as a transient world for young, ethnically diverse singles and single
parents. Home values are low—about half the national average—and even then, less
than a quarter of residents can afford to own real estate.
Buxton utilizes the Claritas® PRIZM®NE segmentation system in this analysis. PRIZM®NE
and Claritas® are registered trademarks of Claritas Inc. The PRIZM segment nicknames
(e.g., “Blue Blood Estates,” Big Sky Families,” “Country Squires”) are trademarks of Claritas
Inc.
13
Appendix A:
Product Category
Product Category
Analysis Geography: I-15 & Main Street
Hesperia, CA
Date: 3/23/2007
15 Min Drive Time
Category Totals
Food at Home
Food Away from Home
Alcoholic Beverages
Day Care
Housing Expenses
Apparel
Sports & Recreation
Miscellaneous
Education
Automotive
Health Care
TOTAL
Data Sources: Buxton ®,Claritas, Inc., Prizm NE®, © 2006, infoUSA, Inc., © 2006, National Research Bureau, © 2006, Mediamark Research, Inc., © 2006, Geographic Data Technology, Inc, © 2006
$368,329,570
$266,873,930
$62,964,040
$36,910,760
$53,124,620
$19,501,810
$324,872,420
$61,918,870
$238,687,910
$65,815,340
$153,442,490
$58,789,740
$481,854,830
$185,959,160
$2,379,045,490
Page: 1
Product Category
Hesperia, CA
Date: 3/23/2007
15 Min Drive Time
Food at Home
Cereals & Cereal Products
Cereals
Rice
Pasta, Cornmeal, and Other
Flour
Bakery Products
Cookies
Crackers
Bread Products
Fish & Seafood
Canned Fish
Frozen Fish
Fresh Fish
Meats & Poultry
Meats
Poultry
Juices
Frozen Juices
Other Juices
Fruits & Vegetables
Fresh Fruits & Vegetables
Frozen Fruits & Vegetables
Canned Fruits & Vegetables
Other Vegetables
Dairy Products
Eggs
Fresh Whole Milk All Types
Cream
Butter & Margarine
Cheese
Ice Cream Related Products
Other Dairy Products
Sugar & Other Sweets
Candy & Chewing Gum
Jams, Jellies, and Preserves
Sugar & Artificial Sweeteners
Fats & Oils
Fats & Oil Products
Non-Dairy Cream
Peanut Butter
Non-Alcoholic Beverages
Coffee
Non-Carbonated Beverages
Carbonated Beverages
$19,808,330
$10,237,310
$2,896,390
$3,810,460
$2,864,170
$35,864,910
$4,456,780
$2,451,840
$28,956,290
$8,607,140
$1,717,070
$2,295,590
$4,594,480
$73,425,730
$49,605,120
$23,820,610
$12,187,820
$1,538,290
$10,649,530
$45,819,350
$35,057,160
$3,697,290
$5,130,360
$1,934,540
$39,497,140
$5,430,230
$9,441,010
$1,168,120
$2,979,180
$10,366,620
$6,468,120
$3,643,860
$23,414,810
$14,617,720
$4,709,220
$4,087,870
$3,612,520
$1,581,430
$910,100
$1,120,990
$39,215,480
$6,593,850
$12,372,130
$18,087,660
Page: 2
Product Category
Hesperia, CA
Date: 3/23/2007
15 Min Drive Time
Food at Home
Tea
Prepared Foods
Canned / Packaged Soup
Frozen Meals
Frozen Prepared Food
Potato Chips & Other Snacks
Nuts
Salt & Other Seasonings
Sauces & Gravies
Prepared Salads
Baby Food
Condiments
Miscellaneous Prepared Food
Housekeeping Supplies
Soaps & Detergents
Other Laundry & Cleaning Products
Paper Towels & Napkins
Miscellaneous Housekeeping Products
Food Away From Home
Lunch
Lunch Fast Food
Lunch Full Service
Dinner
Dinner Fast Food
Dinner Full Service
Breakfast & Brunch
Breakfast & Brunch Fast Food
Breakfast & Brunch Full Service
Other
Snacks & Non-Alcoholic Beverages
Catered Affairs
Food & Non-Alcoholic Beverages on Trips
$2,161,840
$66,876,340
$4,671,450
$3,825,830
$9,005,580
$9,232,350
$2,977,500
$2,815,940
$4,724,320
$1,792,240
$5,034,860
$8,232,000
$14,564,270
$21,215,860
$2,984,920
$1,600,500
$7,571,750
$9,058,690
15 Min Drive Time
$77,374,490
$50,082,990
$27,291,500
$76,000,660
$27,179,080
$48,821,580
$22,227,340
$11,724,990
$10,502,350
$91,271,440
$32,882,290
$5,938,670
$52,450,480
15 Min Drive Time
Alcoholic Beverages
Alcoholic Beverages at Home
Beer & Ale at Home
Whiskey at Home
Wine at Home
Other Alcoholic Beverages at Home
Alcoholic Beverages Away from Home
Beer & Ale Away from Home
$45,084,390
$28,468,370
$2,437,830
$9,424,890
$4,753,300
$17,879,650
$2,645,560
Page: 3
Product Category
Hesperia, CA
Date: 3/23/2007
15 Min Drive Time
Alcoholic Beverages
Wine Away from Home
Other Alcoholic Beverages Away from Home
Alcohol at Restaurants & Etc.
Cigarettes
Cigars, Pipes, and Other Tobacco Products
Services
Products
Hair Care Products
Non-Electric Articles for Hair
Oral Hygiene Products & Articles
Shaving Needs
Cosmetics, Perfume, and Bath
Deodorant & Feminine Hyegiene Products
Electric Personal Care Appliances
Wigs & Hairpieces
$1,267,640
$1,686,670
$12,279,780
15 Min Drive Time
$34,408,060
$2,502,700
15 Min Drive Time
$24,882,530
$28,242,090
$8,089,970
$884,830
$3,919,640
$2,216,170
$8,271,110
$4,326,040
$476,070
$58,260
15 Min Drive Time
Day Care
Babysitting & Child Care
Day Care, Nursery, and Pre-School
Eldercare
Household Services
Domestic Service
Gardening & Lawn Service
Miscellaneous Home Services
Termite & Pest Control Services
Moving, Storage, and Frieght
Domestic Textiles
Bathroom Linens
Bedroom Linens
Window & Furniture Covers
Kitchen & Dining Room Linens
Other Linens
Curtains & Drapes
Slipcovers & Decorative Pillows
$3,361,990
$13,401,200
$2,738,620
15 Min Drive Time
$28,492,540
$9,176,900
$10,756,760
$1,390,170
$1,045,530
$6,123,180
$11,780,600
$2,806,250
$8,974,350
$14,255,240
$367,760
$340,970
$3,424,320
$509,740
Page: 4
Product Category
Hesperia, CA
Date: 3/23/2007
Sewing Materials
Window Coverings
Non-Permanent Floor Coverings
Other Household Decorative Items
Bedroom Furniture
Mattress Springs
Other Bedroom Furniture
Living & Dining Room Furniture
Living Room Chairs
Living Room Tables
Sofas
Kitchen & Dining Room Furniture
Other Furniture
Infants Furniture
Patio, Porch, and Outdoor Furniture
Other Living & Family Room Furniture
Office Furniture & Equipment Home
Rental Office Furniture & Equipment Home
Infants Equipment
Lamps & Lighting Fixtures
Closet & Storage Items
Major Household Appliances
Purchase & Install Window AC
Purchase & Install Refrigerator Freezer
Purchase & Install Clothes Washer
Purchase & Install Clothes Dryer
Purchase & Install Stoves & Ovens
Purchase & Install Microwave Ovens
Purchase & Install Dishwashers
Repair of Household Appliances
Sewing Machines
Electric Floor Cleaning Equipment
Small Appliances & Housewares
Small Electric Kitchen Appliances
Portable Heating & Cooling Equipment
Plastic Dinnerware
China & Other Dinnerware
Flatware
Glassware
Serving Pieces
Non-Electric Cookware
Clocks
Smoke Alarm
Miscellaneous Household Items
Miscellaneous Household Equipment
15 Min Drive Time
$2,482,800
$1,412,350
$1,781,050
$3,936,250
$10,876,460
$4,984,260
$5,892,200
$16,542,530
$3,798,850
$1,432,120
$7,874,700
$3,436,860
$11,043,010
$536,490
$1,850,490
$4,642,740
$1,358,370
$753,340
$452,270
$1,049,930
$399,380
$17,384,790
$844,170
$4,584,340
$1,840,020
$1,579,060
$2,580,140
$832,420
$1,503,660
$1,838,460
$331,390
$1,451,130
$33,715,260
$2,427,930
$774,490
$1,453,020
$5,657,560
$1,770,270
$2,185,380
$950,200
$7,872,310
$169,430
$83,440
$10,371,230
$25,536,340
Page: 5
Product Category
Hesperia, CA
Date: 3/23/2007
Power Tools
Non-Power Hand Tools
Fresh Flowers & Potted Plants
Outdoor Equipment
Lawn & Garden Supplies
Rental & Repair of Lawn Mowing Equipment
Yard Machinery Power & Non-Power
Household Repairs
Wall to Wall Carpet
Heat, AC, Electric Labor & Materials
Plumbing & Water Heater Labor & Materials
Electrical Supplies & Heating & Cooling Equipment
Construction Materials
Hard Surface Floor Labor & Materials
Floor Repair & Replacement Materials
Patio, Masonry, and etc. Materials
Landscaping Materials
Remodeling & Maintenance Repair Materials
Paint & Wallpaper Supplies & Equipment
Paneling, Roofing, and Siding Materials
Plumbing Supplies & Equipment
Security System Management Fees
Miscellaneous Household Repairs
Miscellaneous Equipment & Hardware
Capital Improvements Material
Capital Improvements Labor
Roofing & Gutters Labor & Materials
Painting & Papering Labor & Materials
TV, Radio, and Sound Equipment
Comm Antenna or Cable TV
Color TVs Alll
VCRs & Video Disc Players
Radios
Sound Components & Component System
Record, Tape, CD, or Video Mail Order
Purchased CD or Tape not Club
Video Cassettes, Tapes, Discs
Computer Software Accessories Home Use
Computer Hardware Home Use
Repair Computer System Home Use
Calculator or Other Office Machine Home Use
Rental Video Cassette Tapes
Telephone Answering Devices
Telephone Accessories
Video Games Hardware & Software
15 Min Drive Time
$4,558,670
$1,940,400
$9,020,580
$391,170
$6,573,430
$395,130
$2,656,960
$57,894,100
$7,282,890
$6,349,200
$3,347,540
$265,040
$1,107,710
$1,139,980
$352,800
$97,040
$200,450
$712,940
$1,625,000
$2,090,390
$622,640
$758,410
$57,160
$11,820
$7,758,390
$16,569,970
$5,727,680
$1,817,050
$97,351,550
$23,769,160
$8,100,410
$1,973,260
$2,222,280
$9,834,350
$10,043,140
$1,391,800
$3,018,970
$2,654,490
$21,303,310
$284,730
$199,190
$6,996,920
$94,560
$1,501,050
$1,831,710
Page: 6
Product Category
Hesperia, CA
Date: 3/23/2007
Repair of TV, Radio, or Sound Equipment
Rental of Home Electronic Equipment
15 Min Drive Time
$2,054,640
$77,580
15 Min Drive Time
Housing Expenses
Fuels & Utilities
Fuel Oil
Gas Bottled or Tank
Other Home Heating Fuels
Telephone Services
Telephone Service Excluding Mobile Phone
Telephone Service For Mobile Phone
$6,724,080
$3,169,560
$3,029,960
$524,560
$55,194,790
$24,937,300
$30,257,490
15 Min Drive Time
Apparel
Women's Apparel
Women's Coats & Jackets
Women's Dresses
Women's Sport Coats & Tailored Jackets
Women's Vests & Sweaters
Women's Shirts, Tops, and Blouses
Women's Skirts
Women's Pants
Women's Shorts & Shorts Sets
Women's Active Sportswear
Women's Sleepwear
Women's Undergarments
Women's Hosiery
Women's Suits
Women's Accessories
Women's Uniforms & Costumes
Men's Apparel
Men's Suits
Men's Sport Coats & Tailor Jackets
Men's Coats & Jackets
Men's Underwear
Men's Hosiery
Men's Nightwear & Loungewear
Men's Accessories
Men's Sweaters & Vests
Men's Active Sportswear
Men's Shirts
Men's Pants
Men's Shorts & Shorts Sets
$65,462,380
$7,194,190
$3,744,520
$989,580
$3,914,700
$11,898,100
$2,765,380
$14,094,900
$2,895,460
$1,573,140
$1,598,860
$4,678,140
$1,657,890
$3,347,440
$2,135,870
$2,974,210
$45,050,710
$4,470,730
$1,570,380
$3,231,150
$1,935,230
$1,171,670
$376,320
$1,492,740
$1,459,050
$1,647,190
$9,858,880
$12,988,090
$2,674,690
Page: 7
Product Category
Hesperia, CA
Date: 3/23/2007
15 Min Drive Time
Apparel
Men's Uniforms & Costumes
Girl's Apparel
Girl's Coats & Jackets
Girl's Dresses & Suits
Girl's Shirts, Blouses, and Sweaters
Girl's Skirts & Pants
Girl's Shorts & Shorts Sets
Girl's Active Sportswear
Girl's Underwear & Sleepwear
Girl's Hosiery
Girl's Accessories
Girl's Uniforms & Costumes
Boy's Apparel
Boy's Coats & Jackets
Boy's Sweaters
Boy's Shirts
Boy's Underwear
Boy's Nightwear
Boy's Hosiery
Boy's Accessories
Boy's Suits, Sport Coats, and Vests
Boy's Pants
Boy's Shorts & Shorts Sets
Boy's Active Sportswear
Boy's Uniforms & Costumes
Infants' Apparel
Infants' Coats, Jackets, and Snowsuit
Infants' Rompers, Dresses, and Outerwear
Infants' Undergarments
Infants' Sleeping Garments
Infants' Accessories
Footwear (Excl Infants')
Men's Footwear
Boy's Footwear
Girl's Footwear
Women's Footwear
Other Apparel Products & Services
Clothing Material & Pattern
Clothing Rental & Storage
Clothing Repair & Alteration
Shoe Repair & Other Shoe Service
Coin Operated Laundry Service
Laundry & Dry Cleaning not Coin Operated
Watches
Jewelry
$2,174,590
$20,311,650
$844,460
$1,676,180
$5,045,050
$5,852,430
$2,221,020
$549,250
$1,531,690
$540,260
$290,600
$1,760,710
$17,359,640
$766,460
$541,790
$3,984,330
$1,050,940
$212,170
$620,410
$255,500
$378,520
$5,652,020
$2,408,250
$672,020
$817,230
$6,344,440
$128,000
$1,738,120
$3,556,620
$310,830
$610,870
$30,005,060
$9,341,370
$3,960,750
$4,321,610
$12,381,330
$54,154,030
$2,329,960
$5,501,150
$14,142,110
$211,140
$4,092,230
$4,898,920
$3,143,780
$18,976,140
Page: 8
Product Category
Hesperia, CA
Date: 3/23/2007
15 Min Drive Time
Apparel
Watch & Jewelry Repair
$858,600
15 Min Drive Time
Sports & Recreation
Recreation
Social or Recreational Civic Club Membership
Fees for Participant Sports
Admission to Sporting Events
Fees for Recreational Lessons
Music Instruments & Accessories
Rental & Repair Musical Instruments
Admission Fees for Entertainment
Sports Equipment
General Sports & Excercise Equipment
Bicycles
Camping Equipment
Hunting Fishing Equipment
Winter Sport Equipment
Water Sport Equipment
Playground Equipment
Other Sports Equipment
Toys, Games, Hobbies, and Tricycles
$26,101,310
$4,647,750
$4,464,790
$4,075,850
$8,130,160
$1,407,520
$98,180
$3,277,060
$39,714,030
$7,277,130
$2,130,690
$979,200
$813,990
$1,111,020
$1,286,220
$1,032,660
$1,732,720
$23,350,400
15 Min Drive Time
Miscellaneous
Photographic Equipment & Supplies
Film
Film Processing
Photographic Equipment
Pet Expenses
Pet Food
Pet Supplies & Medicine
Pet Services
Vetrinarian Services
Reading Materials
Books not Through Book Club
Books Through Book Club
Newspapers Single Copy & Subscriptions
Magazines Single Copy & Subscriptions
Travel
Airline Fares on Trips
Intercity Bus Fares on Trips
Local Transportation on Trips
Intercity Train Fares on Trips
$5,330,360
$1,668,770
$2,000,220
$1,661,370
$25,307,200
$13,177,820
$1,938,570
$481,510
$9,709,300
$26,820,130
$8,834,260
$9,980,820
$7,227,670
$777,380
$74,768,940
$26,144,240
$1,247,710
$4,048,880
$421,110
Page: 9
Product Category
Hesperia, CA
Date: 3/23/2007
15 Min Drive Time
Miscellaneous
Ship Fares on Trips
Travel Items & Luggage
Entertainment Expense on Trips
Lodging While on Trips
$1,796,040
$1,921,200
$17,855,930
$21,333,830
Page: 10
Product Category
Hesperia, CA
Date: 3/23/2007
15 Min Drive Time
Education
Room & Board
Board
Housing While Attending School
Tuition & School Supplies
College Tuition
Elementary & High School Tuition
Other School Tuition
School Books, Supplies, and Equipment for College
School Books, Supplies, and Equipment non College
$2,735,590
$2,633,640
$101,950
$56,054,150
$32,273,840
$10,082,570
$1,983,340
$7,345,320
$4,369,080
15 Min Drive Time
Automotive
Transportation
Towing Charges
Gasoline
Diesel Fuel
New Automobiles, Trucks, and Vans
New Cars
New Car Lease
New Trucks & Vans
New Motorcycles
Used Vehicles
Used Cars
Used Trucks & Vans
Used Motorcycles
Boats
Rented Vehicles
Auto Rental
Vehicle Rentals non Auto
Automotive Maintenance, Repair and Other
Motor Oil
Vehicle Audio Equipment
Miscellaneous Auto Repair Svcs
Tire Repair & Other Repair Work
Minor Automobile Parts & Accessories
Automobile Service Clubs
Add Coolant, Brake, and Transmission Fluid
Tires Purchased, Replaced, and Installed
Body Work, Painting, and Upholstry
Repair to Steering or Front End
Front End Alignment, Wheel Balance, Rotate
Repair to Engine Cooling System
Motor Tune Up
Lube, Oil & Filter Change
$93,237,380
$364,720
$92,001,910
$870,750
$161,937,790
$42,306,460
$40,202,520
$75,000,180
$4,428,630
$118,518,250
$60,652,620
$52,801,890
$5,063,740
$11,150,040
$5,805,040
$4,619,920
$1,185,120
$91,206,330
$1,943,400
$934,010
$5,051,480
$5,057,180
$9,492,980
$985,410
$505,020
$11,822,640
$3,531,110
$2,205,910
$1,664,000
$2,740,550
$6,638,770
$8,974,430
Page: 11
Product Category
Hesperia, CA
Date: 3/23/2007
15 Min Drive Time
Automotive
Shock Absorber Replacement
Exhaust System Repair
Electrical System Repair
Motor Repair & Replacement
Brake Work
Clutch & Transmission Repair
Drive Shaft & Rear End Repair
$669,100
$1,420,810
$3,544,890
$10,700,590
$5,712,330
$6,902,310
$709,410
15 Min Drive Time
Health Care
Medical Services
Eye Care Services
Dental Services
Specialists Services
Physicians Services
Lab Tests & X Rays
Hospital Room
Hospital Service Other than Room
Care in Nursing Home
Other Medical Care Services
Drugs
Non-Prescription Drugs
Vitamins & Vitamin Supplements
Prescription Drugs
Medical Supplies
Eyeglasses & Contact Lenses
Hearing Aids
Topicals & Dressings
Purchase or Rent Medical & Surgical Equip.
$84,592,380
$5,434,200
$29,032,070
$6,744,080
$22,892,520
$4,906,490
$2,835,580
$10,610,690
$1,152,880
$983,870
$94,306,710
$8,346,730
$4,570,860
$81,389,120
$7,060,070
$4,509,680
$758,970
$1,228,570
$562,850
Page: 12
Appendix B:
Demographic Report
Demographics
Hesperia, CA
Date: 3/23/2007
15 Min Drive
Time
Population Profile
2011
2006
2000
1990
Projection
Estimate
Census
Census
202,722
173,680
134,594
100,887
Population Change
35%
30%
25%
20%
15%
10%
5%
0%
Growth 1990-2000 %
Growth 2000-2006 %
Growth 5 Year Proj %
15 Min Drive
Time
Work Place Population
Total
51,502
Household Profile
2011
2006
2000
1990
Projection
Estimate
Census
Census
63,439
49,081
43,652
34,269
Household Change
30%
25%
20%
15%
10%
5%
0%
Growth 1990-2000 %
Growth 2000-2006 %
Growth 5 Year Proj %
Data Sources: Buxton®, Claritas, Inc., Prizm NE®, © 2006, infoUSA, Inc., © 2006, National Research Bureau, © 2006, Mediamark Research, Inc., © 2006, Geographic Data Technology, Inc, © 2006
Page: 1
Demographics
Hesperia, CA
Date: 3/23/2007
Population By Sex (Current)
Male
Female
15 Min Drive
Time
49.2%
50.8%
Marital Status Persons (Current)
Single Male
Single Female
Married
Male Previously Married
Female Previously Married
13.3%
10.8%
58.8%
6.0%
11.1%
Households by Household Type (Current)
Family Household
Non-Family Household
86.6%
13.4%
Households By Type (Current)
Single Male
Single Female
Married Couple
Other Family: Male Head of Household
Other Family: Female Head of Household
Non-Family: Male Head of Household
Non-Family: Female Head of Household
7.8%
9.7%
56.5%
6.0%
14.7%
3.4%
1.9%
Group Quarters Population by Type (Current)
College Dormitories
Correctional Institutions
Military Quarters
Nursing Homes
Other Institutions
Other Noninstitutional
0
6
0
222
7
496
Total Group Quarters Population
731
Page: 2
Demographics
Hesperia, CA
Date: 3/23/2007
15 Min Drive
Time
Population By Race (Current)
White
Black
American Indian
Asian
Pacific Islander
Other
Two Or More
109,961
14,389
2,372
4,283
424
31,853
10,398
Total Population By Race
173,680
Population By Race (Current)
65%
60%
55%
50%
45%
40%
35%
30%
25%
20%
15%
10%
5%
0%
White
Black
American Indian
Asian
Pacific Islander
Other
Population By Hispanic Origin (Current)
Hispanic Origin
Non Hispanic Origin
Two Or More
15 Min Drive
Time
64,602
109,078
Page: 3
Demographics
Hesperia, CA
Date: 3/23/2007
15 Min Drive
Time
Population By Age (Current)
0 to 4 years
5 to 9 years
10 to 14 years
15 to 17 years
18 to 20 years
21 to 24 years
25 to 34 years
35 to 44 years
45 to 49 years
50 to 54 years
55 to 59 years
60 to 64 years
65 to 74 years
75 to 84 years
85+ Years
13,681
14,355
17,236
9,677
8,577
10,296
22,141
23,323
12,232
10,177
8,152
6,182
9,428
6,375
1,848
Total Population By Age
173,680
Average Age
33.5
Median Age
31.3
Population By Age (Current)
10%
5%
85+ Years
75 - 84 Years
65 - 74 Years
60 - 64 Years
55 - 59 Years
50 - 54 Years
45 - 49 Years
35 - 44 Years
25 - 34 Years
21 - 24 Years
18 - 20 Years
15 - 17 Years
10 - 14 Years
5 - 9 Years
0 - 4 Years
0%
Page: 4
Demographics
Hesperia, CA
Date: 3/23/2007
15 Min Drive
Time
Housing Units By Year Built (Current)
1999 to Current
1995 to 1998
1990 to 1994
1980 to 1989
1970 to 1979
1960 to 1969
1950 to 1959
1940 to 1949
Before 1939
12,732
3,032
9,258
18,393
8,184
3,550
2,461
688
619
Housing Units By Year Built (Current)
Housing Units By Type (Current)
Single-Unit
Single-Unit
Multi-Units
Multi-Units
Multi-Units
Multi-Units
Mobile
Other
Detached
Attached
2
3 - 19
20 - 19
50+
193
9
ore
Bef
94
9
-1
19
40
95
9
-1
19
50
96
9
-1
19
60
97
9
-1
19
70
98
9
-1
19
80
99
4
-1
19
90
99
8
-1
19
95
19
99
-C
u rr
en t
36.2%
32.18%
28.16%
24.13%
20.11%
16.09%
12.07%
8.04%
4.02%
0%
15 Min Drive
Time
71.1%
1.6%
2.0%
9.2%
1.2%
3.8%
10.7%
0.4%
Page: 5
Demographics
Hesperia, CA
Date: 3/23/2007
15 Min Drive
Time
Households By Income (Current)
Under $15,000
$15,000 to $24,999
$25,000 to $34,999
$35,000 to $49,999
$50,000 to $74,999
$75,000 to $99,999
$100,000 to $149,999
$150,000 to $249,999
$250,000 to $499,999
$500,000 +
8,450
7,091
6,629
9,049
11,442
6,565
4,415
1,138
228
47
Total Households By Income
55,054
Average Household Income
Per Capita Income
$53,309
$18,240
Median Household Income
$45,470
Households By Income (Current)
50
0K
+
50
0K
25
0K
-
25
0K
15
0K
-
15
0K
10
0K
-
-1
00
K
75
K
-7
5K
50
K
-5
0K
35
K
-3
5K
25
K
-2
5K
15
K
Un
der
$1
5K
22.59%
20.97%
19.36%
17.75%
16.13%
14.52%
12.91%
11.29%
9.68%
8.07%
6.45%
4.84%
3.23%
1.61%
0%
Page: 6
Demographics
Hesperia, CA
Date: 3/23/2007
15 Min Drive
Time
Housing Units By Occupancy (Current)
Owner - Occupied
Renter - Occupied
Vacant
63.8%
29.6%
6.6%
Owner - Occupied Property Values (Current)
Under $20,000
$20,000 to $39,999
$40,000 to $59,999
$60,000 to $79,999
$80,000 to $99,999
$100,000 to $149,999
$150,000 to $199,999
$200,000 to $299,999
$300,000 to $399,999
$400,000 to $499,999
$500,000 to $749,999
$750,000 to $999,999
$1,000,000 +
677
645
451
635
624
4,369
10,764
13,634
4,214
812
488
112
189
Total Owner - Occupied Property Values
Median Property Value
37,614
193,878
Owner - Occupied Property Values (Current)
+
10
00
K
10
00
K
75
0K
-
75
0K
50
0K
-
50
0K
40
0K
-
40
0K
30
0K
-
30
0K
20
0K
-
20
0K
15
0K
-
15
0K
10
0K
-
-1
00
K
80
K
-8
0K
60
K
-6
0K
40
K
-4
0K
20
K
Un
der
20
K
41.58%
36.96%
32.34%
27.72%
23.1%
18.48%
13.86%
9.24%
4.62%
0%
Page: 7
Demographics
Hesperia, CA
Date: 3/23/2007
Civilian Labor Force (Current)
15 Min Drive
Time
Unemployed
Employed
7,232
63,999
Total Civilian Labor Force
71,231
Unemployment Rate
10.2%
Population By Education Attained (Current)
Less Than 9th Grade
Some High School, No Diploma
High School Graduate (Includes Equivalency)
Some College, No Degree
Associate Degree
Bachelor's Degree
Master's Degree
Professional School Degree
Doctorate Degree
15 Min Drive
Time
8.1%
16.8%
30.2%
27.8%
7.3%
6.4%
2.2%
0.7%
0.3%
Page: 8
Demographics
Hesperia, CA
Date: 3/23/2007
15 Min Drive
Time
Population 16+ By Occupation (Current)
Administrative Support
Architecture and Engineering
Arts
Building and Grounds Cleaning
Business Operations
Computer and Mathematics
Construction and Extraction
Education, Training, Library
Farming
Financial Specialists
Health Care
Installation
Legal
Life and Social Sciences
Management
Production
Sales
Services
9,180
724
600
2,123
999
554
5,053
3,486
271
784
3,693
4,455
338
158
3,797
4,999
7,743
16,141
Total Population 16+ By Occupation
63,999
Population 16+ By Occupation (Current)
n
s
P ro
duc
tio
Sal
e
upp
ort
tiv
eS
ati
on
Ad
min
istr
a
T ra
nsp
ort
me
nt
Ma
nag
e
Car
e
th
He
al
Far
min
g
uc t
ion
Con
st r
ice
s
Ser
v
s
L ab
ore
r
P ro
fes
sio
nal
S
pec
iali
ty
21.35%
19.21%
17.08%
14.94%
12.81%
10.67%
8.54%
6.4%
4.27%
2.13%
0%
Page: 9

Retail Site Assessment

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