Retail Market Comparisons

5 minute
10 minute
20 minute
Downtown Norfolk Drive Time Map
Drive Time Data from Downtown Norfolk and Totals for South Hampton Roads, 2013
Population Demographics
5 Minute Drive
Time Radius
10 Minute Drive
Time Radius
20 Minute Drive
Time Radius
South Hampton
Roads Cities
Total Population
19,300
152,684
790,822
1,096,845
Population Density (Pop/Sq Mi)
5,007.5
3,535.0
3,001.1
1,017.7
Total Households
8,010
57,697
302,633
405,574
Average Household Size
2.15
2.48
2.54
2.58
Male
9,722
73,326
50.4%
382,864
48.0%
542,515
48.4%
Female
9,578
79,358
49.6%
407,958
52.0%
554,330
51.6%
Population by Gender
Population by Race/Ethnicity
White
7,413
38.4%
53,504
35.0%
419,485
53.0%
637,664
58.1%
Black
10,953
56.8%
88,912
58.2%
284,192
35.9%
348,004
31.7%
American Indian or Alaska Native
37
0.2%
598
0.4%
3,407
0.4%
4,526
0.4%
Asian or Pacific Islander
416
2.2%
2,965
1.9%
36,936
4.7%
46,470
4.2%
Some Other Race
88
0.5%
2,312
1.5%
15,811
2.0%
20,377
1.9%
Two or More Races
392
2.0%
4,393
2.9%
30,991
3.9%
39,804
3.6%
Hispanic Ethnicity
524
2.7%
6,893
4.5%
51,314
6.5%
68,586
6.3%
5 Minute Drive
Time Radius
10 Minute Drive
Time Radius
20 Minute Drive
Time Radius
South Hampton
Roads Cities
Population by Age
0 to 4
1,419
7.4%
11,002
7.2%
55,090
7.0%
71,400
6.5%
5 to 14
2,212
11.5%
19,462
12.7%
101,573
12.8%
139,870
12.8%
15 to 19
971
5.0%
11,555
7.6%
52,628
6.7%
76,305
7.0%
20 to 24
1,964
10.2%
15,304
10.0%
67,952
8.6%
99,150
9.0%
25 to 34
4,145
21.5%
24,226
15.9%
128,124
16.2%
167,333
15.3%
35 to 44
2,305
11.9%
17,443
11.4%
99,472
12.6%
137,410
12.5%
45 to 54
2,213
11.5%
18,881
12.4%
104,816
13.3%
152,202
13.9%
55 to 64
2,019
10.5%
17,047
11.2%
89,724
11.3%
127,390
11.6%
65 to 74
1,112
5.8%
9,515
6.2%
51,201
6.5%
71,807
6.5%
75 to 84
649
3.4%
5,574
3.7%
28,016
3.5%
37,816
3.4%
85+
293
1.5%
2,675
1.8%
12,226
1.5%
16,162
1.5%
Median Age:
32.1
32.7
34.2
34.6
Households by Income
$0 - $15,000
1,994
24.9%
11,425
19.8%
31,442
10.4%
37,488
9.2%
$15,000 - $24,999
732
9.1%
6,732
11.7%
23,938
7.9%
29,103
7.2%
$25,000 - $34,999
829
10.3%
7,702
13.4%
36,167
12.0%
43,686
10.8%
$35,000 - $49,999
1,263
15.8%
10,210
17.7%
51,611
17.1%
63,681
15.7%
$50,000 - $74,999
1,173
14.6%
9,749
16.9%
60,399
20.0%
77,787
19.2%
$75,000 - $99,999
687
8.6%
4,917
8.5%
38,906
12.9%
55,102
13.6%
$100,000 - $149,999
561
7.0%
4,150
7.2%
40,745
13.5%
63,591
15.7%
$150,000 +
771
9.6%
2,807
4.9%
19,410
6.4%
35,122
8.7%
Average Hhld Income
$63,580
$53,643
$68,117
$75,488
Median Hhld Income
$39,223
$38,329
$52,285
$57,036
Per Capita Income
$28,048
$20,711
$26,186
$28,223
Employment and Business
Civilian Population Age 16+
In Labor Force
8,668
73,008
399,224
543,895
Employed
7,774
89.7%
65,803
90.1%
369,908
92.7%
507,230
93.3%
Unemployed
894
10.3%
7,205
9.9%
29,316
7.3%
36,665
6.7%
Number of Employees
(Daytime Pop)
30,528
107,645
361,684
484,337
Number of Establishments
2,204
9,527
41,545
57,332
Note: Drive time distance is calculated starting from 300 Monticello Avenue, Norfolk, Virginia. South Hampton
Roads is defined as the cities of Chesapeake, Norfolk, Portsmouth, Suffolk, and Virginia Beach.
Current year data is for 2013.
Source: U.S. Census Bureau, Census 2010 Summary File 1. Esri forcasts for 2013. Copyright 2013 Dun & Bradstreet, Inc.
Downtown Norfolk Demographic Ratings
Key Demographics – 10 And 20 Mile Radii
10 Mile Radius 10 Mile Radius 20 Mile Radius 20 Mile Radius
Population Ranking Population Ranking
# Hslds # Hslds
$100,000+ 10 Mile Radius $100,000+ 20 Mile Radius
10 Mile Radius Ranking 20 Mile Radius Ranking
114,892 100,948 81,302 59,558 1
2
3
4
# Hslds # Hslds
$150,000+ 10 Mile Radius $150,000+
10 Mile Radius Ranking 20 Mile Radius Ranking
Average Hsld Average Hsld
Income 10 Mile Radius Income 20 Mile Radius
10 Mile Radius Ranking 20 Mile Radius Ranking
Downtown Norfolk
Greenbrier Mall
Hilltop
Newport News
Downtown Norfolk
Greenbrier Mall
Hilltop
Newport News
Downtown Norfolk
Greenbrier Mall
Hilltop
Newport News
Downtown Norfolk
Greenbrier Mall
Hilltop
Newport News
729,647 722,180 405,346 329,737 54,901 59,896 42,874 26,808 18,295 20,230 15,682 9,600 68,480 71,745 82,911 70,103 1
2
3
4
2
1
3
4
2
1
3
4
4
2
1
3
1,337,924 1,174,943 932,658 695,613 40,552 35,642 29,608 21,692 1
2
3
4
1
2
3
4
72,963 73,410 74,572 72,665 3
2
1
4
Downtown Norfolk Greenbrier
Mall
Demographic Comparison (10 Mile Radius)
Hilltop Population
Density (Per Sq. Mi)
Households
Median Age
Pct. 25-44
Pct. 45-64
Pct. White
Pct. Non-White
Never Married
Now Married
Some College
College or Post-Grad
HH $100,000+
Average HH Income
Median HH Income
Per Capita Income
Source: Esri Forecasts for 2013
Newport News 405,346 329,737 729,647 722,180
1,290.3 1,049.6 2,322.7 2,298.9
153,989 129,330 270,825 269,959
35.3 Years
35.0 Years
33.5 Years
35.0 Years
29.2%27.0%28.2%28.1%
25.7%25.8%24.1%25.6%
67.9%53.8%51.9%54.1%
32.1%46.2%48.1%45.9%
29.4%31.1%35.1%32.9%
54.8%52.2%47.7%50.4%
36.5%36.5%33.8%34.5%
32.6%
27.2%
26.1%
26.7%
27.9%20.7%20.3%22.2%
$82,911 $70,103 $68,480 $71,745
$63,023 $53,079 $52,243 $54,931
$31,641 $27,692 $25,794 $26,987
The Freemason
neighborhood in downtown
includes many historic
residential structures.
■■
Hampton Roads’ distributions of households at all income levels over
$75,000 are similar to or superior to other markets of comparable size.
In terms of households within incomes over $150,000, Hampton Roads
is most similar to Columbus, Indianapolis, Charlotte, and Milwaukee.
INCOME DISTRIBUTION (2012 American Community Survey)
Market Rank 26
27
28
29
30
31
32
33
34
35
36
PCT HH PCT HH Orlando-Kissimmee-Sanford, Florida
11.0%
Sacramento--Arden-Arcade--Roseville, CA12.5%
Cincinnati-Middletown, OH-Kentucky-IN 12.3%
Kansas City, Missouri-Kansas
13.4%
Cleveland-Elyria-Mentor, Ohio
11.4%
Las Vegas-Paradise, Nevada
12.1%
San Jose-Sunnyvale-Santa Clara, CA
12.3%
Columbus, Ohio
12.6%
Austin-Round Rock-San Marcos, Texas
13.1%
Charlotte-Gastonia-Rock Hill, NC-SC
12.2%
Indianapolis-Carmel, Indiana
13.1%
10.7%
14.8%
12.6%
13.5%
11.5%
10.6%
12.6%
12.7%
14.8%
12.4%
12.8%
3.3%
5.5%
5.0%
4.4%
3.5%
3.6%
3.9%
4.9%
5.9%
4.5%
4.5%
3.1%
4.6%
4.1%
4.1%
3.7%
3.2%
3.8%
4.3%
5.9%
5.4%
3.8%
14.4%
4.7%
3.8%
37 Hampton Roads, Virginia
PCT HH PCT HH
$75-$99,999 $100-$149,999 $150-$199,999 $200,000+
13.2%
38 Nashville-Davidson--Murfreesboro--Franklin, Tennessee
12.3% 11.8%
3.9%4.5%
39 Providence-New Bedford-Fall River, Rhode Island-Massachusetts
12.3% 14.1%
5.4%4.2%
40 Milwaukee-Waukesha-West Allis, WI
12.9%
13.0%
4.3%
4.0%
U.S.
11.9% 12.4%
4.6%4.6%
Downtown Norfolk is
the cultural hub of the
Hampton Roads region,
and includes Chrysler Hall,
Harrison Opera House,
the Chrysler Museum,
and the new Virginia
Arts Festival building,
which opened in 2011.
There are over 100,000
college and university
students in Hampton Roads.
SOURCE: U.S. CENSUS
■■
There are over 100,000 college and university students in Hampton
Roads. College degrees are more prevalent among the adult residents
of Hampton Roads than among adults in Cleveland and Las Vegas. The
share of adults in Hampton Roads with post-graduate degrees is equal to/
higher than the shares in Orlando, Las Vegas, and San Jose.
EDUCATIONAL ATTAINMENT (Population Age 25+)
Market Rank 26 Orlando-Kissimmee-Sanford, Florida
Some
College *
Undergrad Degree
Post Graduate
Total
31.0%18.4%9.4%27.8%
27 Sacramento--Arden-Arcade--Roseville, CA 36.0%19.9%10.4%30.3%
28 Cincinnati-Middletown, Ohio-Kentucky-IN 28.2%18.7%10.9%29.6%
29 Kansas City, Missouri-Kansas
30.8%21.4%12.1%33.5%
30 Cleveland-Elyria-Mentor, Ohio
30.1%17.4%11.1%28.5%
31 Las Vegas-Paradise, Nevada
32.8%14.8%7.3%22.1%
32 San Jose-Sunnyvale-Santa Clara, CA
31.8%16.8%9.7%26.5%
33 Columbus, Ohio
28.1%22.0%12.1%34.1%
34 Austin-Round Rock-San Marcos, Texas
28.3%27.3%13.2%40.5%
35 Charlotte-Gastonia-Rock Hill, NC-SC30.2%23.0%10.4%33.4%
36 Indianapolis-Carmel, Indiana
28.1%20.8%11.3%32.1%
37 Hampton Roads, Virginia
35.3%18.3%10.5%28.8%
38 Nashville-Davidson--Murfreesboro--Franklin, Tennessee
26.7%21.8%10.7%32.6%
39 Providence-New Bedford-Fall River, Rhode Island-Massachusetts
26.9%18.0%11.4%29.4%
40 Milwaukee-Waukesha-West Allis, WI
29.9%21.3%11.2%32.5%
U.S.
29.3%18.2%10.9%29.1%
SOURCE: U.S. CENSUS
*Includes Associates Degrees
Downtown Norfolk’s
waterfront is a working
waterway which handles
commercial ships as
well as smaller boats for
commuters and tourists.
Market Comparisons
Hampton Roads has sufficient population, household
income, and college educational attainment
levels to support a full market strategy.
■■
The population of Hampton Roads is greater than New
Orleans, LA; Nashville; Milwaukee; Raleigh-Durham-Chapel
Hill; Charleston/Mt. Pleasant, SC; and Richmond, VA.
■■
Hampton Roads has comparable or superior mean and median
household income levels to similarly-sized markets:
• Hampton Roads’ mean household income is higher than
the metros
of Cleveland, Orlando, San Antonio, Columbus, Indianapolis, Nashville,
Milwaukee, Jacksonville and the United States average.
• Hampton Roads’ median household income is higher than the metros
of Cleveland, Orlando, San Antonio, Kansas City, Las Vegas, Columbus,
Charlotte, Indianapolis, Providence, Nashville, Milwaukee, Jacksonville
and the United States average.
HOUSEHOLD INCOME PROFILE (2012 American Community Survey)
Market Rank Households Mean HH
Income Median HH
Income
26 Orlando-Kissimmee-Sanford, Florida
778,693 $63,219 $46,020
27 Sacramento--Arden-Arcade--Roseville, CA
786,864 $74,839 $56,813
28 Cincinnati-Middletown, Ohio-Kentucky-Indiana
825,221 $70,807 $52,439
29 Kansas City, Missouri-Kansas
801,060 $72,496 $54,519
30 Cleveland-Elyria-Mentor, Ohio
839,838 $65,049 $46,944
31 Las Vegas-Paradise, Nevada
715,837 $66,429 $49,546
32 San Jose-Sunnyvale-Santa Clara, CA
616,606 $70,559 $51,500
33 Columbus, Ohio
719,081 $71,655 $53,699
34 Austin-Round Rock-San Marcos, Texas
665,027 $80,411 $59,433
35 Charlotte-Gastonia-Rock Hill, NC-SC
675,362 $74,924 $52,470
36 Indianapolis-Carmel, Indiana
682,276 $69,616 $51,808
37 Hampton Roads, Virginia
623,964 $72,574 $55,997
38 Nashville-Davidson--Murfreesboro--Franklin, TN 616,606 39 Providence-New Bedford-Fall River, RI-MA
$70,559 $51,500
622,066 $71,648 $54,243
40 Milwaukee-Waukesha-West Allis, Wisconsin 623,682 $69,877 $52,605
$71,317 $51,371
U.S.
SOURCE: U.S. Census Bureau
Hampton Roads has
comparable or superior
mean and median
household income levels
to similarly-sized markets.
Downtown Norfolk Market Penetration
Downtown Norfolk’s “best customers”
by age,
income,
lifestyle, by age, income, lifestyle, and frequency of visit are Wh
Downtown
Norfolk’s
“best customers”
targetedshoppers.
shoppers.
and frequency of visit are your targeted
Downtown
is the region’s dominant shopping, dining, and entertainment ce
Downtown Norfolk is the region’s dominant shopping,
dining,Norfolk
and entertainestimate of more than 20 million visits annually by local residents, workers, and tourists.3
ment center with an estimate of more than 20 million visits annually by local
Retail sales in Downtown surpassed $305 million in the fiscal year that ended in June, 2010.
residents, workers, and tourists.3
Total sales at MacArthur Center increased at an average compound rate of approximatel
■■
3
annually between 2000 and 2010 despite the contraction of the economy in 2008-2009 and
Retail sales in Downtown surpassed $347 million
in
rail-related construction disruption throughout Downtown Norfolk in the past two years.
the fiscal year that ended in June, 2013.
In 2010, 59 percent of the adults in the Hampton Roads region made at least one non
Downtown Norfolk.
Adult market penetration of Hampton Roads (including the P
■■
Retail sales at MacArthur Center increased at an average
Southside) has varied only slightly over the past decade. Consumers respond to new offer
compound rate of approximately 2.31 percent blockbuster
annually Broadway shows and concerts and new stores and restaurants with increased
between 2000 and 2013 to over $231 million in
FY 2013.
Downtown
Norfolk.
■■
In 2012, 78 percent of the adults in the Hampton
Roads region made at least one non-work visit
to Downtown Norfolk. Adult market penetration
of Hampton Roads (including the Peninsula and
Southside) has varied only slightly over the past
decade. Consumers respond to new offerings
including blockbuster Broadway shows and concerts
and new stores and restaurants with increased
visitation to Downtown Norfolk.
H. Blount Hunter Retail & Real Estate Research Company
DOWNTOWN NORFOLK'S ADULT
MARKET PENETRATION
80%
70%
60%
50%
40%
30%
20%
10%
0%
2000
2001
2002
2003
2004
2005
2006
2007
2010
Downtown Norfolk attracts significant patronage from Peninsula residents. In 2010, 38 perce
Peninsula adults visited Downtown Norfolk at least once for a non-work purpose.
Super-regional Location
Downtown Norfolk is the only “super-regional” destination in
Hampton Roads.
■■
Downtown retail shops
and restaurants on
Granby Street serve
downtown workers,
residents, and tourists.
Unlike shopping centers and areas such as Hilltop that predominantly serve
a single community, Downtown Norfolk draws patrons from throughout the
entire Hampton Roads region.
Adult shopper share data from Scarborough Research confirms Downtown Norfolk’s
status as the region’s only “super-regional” destination by virtue of its strength
throughout the Southside and its superior penetration of Peninsula adults.
■■
■■
One-third of all Southside adults shop at MacArthur Center at least once during
the typical 90-day period. This share is slightly higher than the 90-day shopper
shares of Lynnhaven and Greenbrier malls and it is significantly higher than the
levels of penetration earned by Hilltop and Town Center of Virginia Beach. This
shopping data demonstrates the limitations of these locations; they are simply
“too far east” to serve the entire Southside.
MacArthur Center’s 19 percent 90-day penetration of Peninsula adults is the
highest of all Southside retail nodes and is far superior to penetration levels of
Virginia Beach retail nodes. Lynnhaven Mall has the second highest penetration
of Peninsula adults but its penetration of the Southside is below MacArthur
Center’s level of market penetration.
Downtown Norfolk added
over 1,000 new housing
units between 2000 and
2010, doubling its housing
stock to 2,050 units. An
additional 600+ units are
underway or have been
developed since 2010.
Super-Regional Market Penetration (90-Day Adult Usage)
SOUTHSIDE NODES MacArthur Center Lynnhaven Mall Greenbrier Mall Chesapeake Square Hilltop Town Center of Virginia Beach PENINSULA NODES Patrick Henry Mall
Peninsula Town Center SOURCE: Scarborough Research 2012-2013
SOUTHSIDE PENINSULA TOTAL
37% 36% 32% 25% 23% 28% 19% 11% 9% 6% 4% 7% 31%
28%
24%
19%
17%
21%
SOUTHSIDE PENINSULA TOTAL
4% 4% 48% 24% 18%
11%
Wells Theater &
Theater District
The arts are alive in
Downtown Norfolk. The
city operates seven
entertainment venues
in the Downtown area.