Placentia Economic Development Committee

Placentia Economic Development Committee Agenda, June 25, 2013 of 3

Kenny Binnings Committee Member Rosalina Davis Committee Member Floyd Farano Committee Member Richard Landfield Committee Member Michael McAdam Committee Member David Nickey Committee Member Sandy Patel Committee Member Melanie J. Smissen-Coward Committee Member Jo Ann Sowards Committee Member Susan Wan-Ross Committee Member City of Placentia 401 E. Chapman Avenue Placentia, CA 92870 Phone: (714) 993-8124 Fax: (714) 961-0283 [email protected] Website: www.placentia.org

Placentia Economic Development Committee

Regular Meeting Agenda

June 25, 2013

Procedures for Addressing the Committee Members Any person who wishes to speak regarding an item on the agenda or on a subject within the City’s jurisdiction during the “Oral Communications” portion of the agenda should fill out a “Speaker Request Form” and give it to the Committee Secretary BEFORE that portion of the agenda is called. The Committee members encourage free expression of all points of view. To allow all persons the opportunity to speak, please keep your remarks brief. If others have already expressed your position, you may simply indicate that you agree with a previous speaker. If appropriate, a spokesperson may present the views of an entire group. To encourage all views, the Committee discourage clapping, booing or shouts of approval or disagreement from the audience. PLEASE SILENCE ALL PAGERS, CELL PHONES, AND OTHER ELECTRONIC EQUIPMENT WHILE COUNCIL AND BOARD MEMBERS ARE IN SESSION. Special Accommodations In compliance with the Americans with Disabilities Act, if you need special assistance to participate in this meeting, please contact the City Clerk’s Office at (714) 993-8231. Notification 48 hours prior to the meeting will generally enable City Staff to make reasonable arrangements to ensure accessibility. (28 CFR 35.102.35.104 ADA Title II) Copies of all agenda materials are available for public review in the Office of the City Clerk. Person who have questions concerning any agenda item may call the City Clerk’s Office, (714) 993-8244, to make inquiry concerning the nature of the item described on the agenda.


CITY OF PLACENTIA ECONOMIC DEVELOPMENT COMMITTEE

REGULAR MEETING AGENDA June 25, 2013

6:00 p.m. – Community Room 401 E. Chapman Avenue, Placentia, CA

CALL TO ORDER: ROLL CALL: Committee Member Kenny Binnings

Committee Member Rosalina Davis Committee Member Floyd Farano

Committee Member Richard Landfield Committee Member Michael McAdam

Committee Member David Nickey Committee Member Sandy Patel Committee Member Melanie J. Smissen-Coward

Committee Member Jo Ann Sowards Committee Member Susan Wan-Ross Assistant City Administrator Ken Domer City Administrator Troy Butzlaff City Council Liaison, Mayor Scott Nelson PLEDGE OF ALLEGIANCE: ORAL COMMUNICATIONS: At this time the public may address the Committee concerning any agenda item, which is not a public hearing item, or on matters within the jurisdiction of the Committee. There is a five (5) minute time limit for each individual addressing the Committee. 1. CONSENT CALENDAR:

a. Minutes Recommended Action: Approve

1) Approve the minutes of the April 23, 2013 Economic Development Committee Meeting

2. OLD BUSINESS:

a. Review of 2013 Proposed Economic Development Legislation Recommended Action:

1) Table and combine discussion with New Business Item 3.a. 3. NEW BUSINESS: a. Overview of 2013 Economic Development Legislation and Governor’s

Budget – Tony Cardenas, Public Affairs Regional Manager, League of California Cities

Recommended Action: 1) Receive update and provide direction as needed to Staff

b. Overview of 2009 Buxton Retail Site Assessment Study

Recommended Action: 1) Receive and provide direction as needed to Staff


c. Overview of 2009 ULI Technical Assistance Panel Report: “Placentia TOD Marketplace”

Recommended Action: 1) Receive and provide direction as needed to Staff.

4. PRESENTATIONS/ADMINISTRATIVE REPORTS

COMMITTEE MEMBERS COMMENTS AND REQUESTS: Committee Members may make comments, requests or ask questions of Staff. If a Committee Member would like to have formal action taken on a requested matter, it will be placed on a future Committee Agenda. ADJOURNMENT: The Economic Development Committee will adjourn to August 27, 2013 at 6:00 p.m. CERTIFICATION OF POSTING I, Candice Martinez, City Clerk Specialist for the City of Placentia, hereby certify that the Agenda for the June 25, 2013 meeting of the Economic Development Committee was posted on June 20, 2013. ________ Candice Martinez, City Clerk

Placentia Economic Development Committee Minutes, April 23, 2013 Page 1 of 2

CITY OF PLACENTIA ECONOMIC DEVELOPMENT COMMITTEE

REGULAR MEETING MINUTES April 23, 2013

6:00 p.m. – Community Room 401 E. Chapman Avenue, Placentia, CA

CALL TO ORDER: Assistant City Administrator Ken Domer called meeting to order at 6:08 p.m. ROLL CALL: PRESENT: Committee Member Floyd Farano, Michael McAdam, David Nickey, Melanie J. Smissen-Coward, Jo Ann Sowards ABSENT: Committee Member Kenny Binnings, Sandy Patel, Rosalina Davis, Richard Landfield City Council Staff Liaison Mayor Nelson introduced the new member to the Committee, Susan Wan-Ross STAFF PRESENT: City Council Liaison Scott Nelson; Assistant City Administrator Ken Domer; City Administrator Troy Butzlaff; Management Analyst Maggie Le; Secretary Candice Martinez PLEDGE OF ALLEGIANCE: Committee Member David Nickey ORAL COMMUNICATIONS: None 1. CONSENT CALENDAR:

a. Minutes Recommended Action: Approve

1) Approve the minutes of the March 26, 2013 Economic Development Committee Meeting (5-0-4, as recommended)

A motion was made by Committee Member Michael McAdam, seconded by Committee Member Sowards, to approve the minutes of the March 26, 2013 Economic Development Meeting. 2. OLD BUSINESS: None 3. NEW BUSINESS:

a. Discussion of Economic Development Website Recommended Action:

1) Provide input and direction to Staff regarding the development of an economic development website and the resources, tools to be found on the website for the benefit of Placentia businesses.

Assistant City Administrator Ken Domer gave a brief overview of the City of Lake Forest Economic Development Business Website, www.lakeforestbusiness.com. He noted the he has already reserved the domain name www.placentiabuisness.com for the City’s own Economic Development website. He directed staff to review the website and provided items they would like to see added to the City’s website. Discussion ensued between Committee Members and Staff. They discussed the success rate of the website, how the website was broken down into separate categories, how it was being advertised, connections the website has with local realtors, and costs.

http://www.lakeforestbusiness.com/

http://www.placentiabuisness.com/

Placentia Economic Development Committee Minutes, April 23, 2013 Page 2 of 2

b. Review of 2013 Proposed Economic Development Legislation Recommended Action:

1) Discuss various economic development legislation introduced for the 2013 State legislative session and provide feedback to staff.

Assistant City Administrator Ken Domer gave a brief overview of the proposed economic development legislation for 2013. Each committee member received an Economic Development Tools Legislation handout that outlined the different bills that are being presented. He gave direction all committee members to review the handout and provide feedback at the next scheduled meeting. He also noted that he would be sending each committee member the link to the State Legislation Tracking site to review all the bills that were being presented and there updates. Discussion ensued between the Committee Members and Staff. They discussed bills that are in high importance to the City. City Administrator Troy Butzlaff recommended to the Committee to invite Tony from the O.C. Division of the League of Orange County Cities to discuss each of the bills presented and to find out which ones they are in support of. He directed Assistant City Administrator Ken Domer to get in contact with Tony and invite him to the next Economic Development meeting.

4. PRESENTATIONS/ADMINISTRATIVE REPORTS: None COMMITTEE MEMBERS COMMENTS AND REQUESTS: Committee Members may make comments, requests or ask questions of Staff. If a Committee Member would like to have formal action taken on a requested matter, it will be placed on a future Committee Agenda. Committee Member Melanie Smissen-Coward suggested getting the Chamber of Commerce involved with various bills being presented and to assist the City with writing letters to either support or oppose the bills. City Administrator Troy Butzlaff suggested adding the Buxton Study to the next scheduled meeting agenda. City Council Staff Liaison Mayor Scott Nelson suggested adding the Urban Land Institute (ULI) study to the next scheduled meeting agenda. ADJOURNMENT: The Committee adjourned at 7:06 p.m. to May 28, 2013 at 6:00 p.m.

________ ATTEST: SCOTT W. NELSON MAYOR/AGENCY CHAIR ________ CANDICE MARTINEZ SECRETARY

Placentia, CAKraemer Blvd & Morse Ave

Retail Match List

These retailers are good matches.Retailer Distance Address City State

ANTHROPOLOGIE 17.6 99 FORTUNE DR IRVINE CAARCHIVERS NONE KNOWN TO BE IN AREA

ARDEN B 18.8 225 NEWPORT CENTER DR NEWPORT BEACH CAARMANI EXCHANGE 13.5 3333 BRISTOL ST COSTA MESA CA

ATLANTA BREAD NONE KNOWN TO BE IN AREAAU BON PAIN NONE KNOWN TO BE IN AREA

BAILEY BANKS & BIDDLE DIV 13.5 3333 BRISTOL ST COSTA MESA CABAKER'S SQUARE 17.0 1322 W BEVERLY BLVD MONTEBELLO CA

BARE ESCENTUALS 13.5 3333 BRISTOL ST COSTA MESA CABARNES AND NOBLE 5.9 1923 W MALVERN AVE FULLERTON CA

BASSETT FURNITURE DIRECT 13.3 18030 NEWHOPE ST FOUNTAIN VALLEY CABCBG 18.8 241 NEWPORT CENTER DR NEWPORT BEACH CA

BED BATH & BEYOND 6.4 1320 S BEACH BLVD LA HABRA CABEST BUY 4.2 2375 N TUSTIN ST ORANGE CA

BROOKS BROTHERS INC 13.5 3333 BRISTOL ST COSTA MESA CABUILD A BEAR 6.3 1540 S DISNEYLAND DR ANAHEIM CA

CARTER'S CHILDRENSWEAR 11.3 3841 GRAND AVE CHINO CACARVEL 23.8 766 E COLORADO BLVD PASADENA CA

CHAMPPS AMERICANA 17.4 51 FORTUNE DR IRVINE CACLARKS SHOES 21.1 2780 CABOT DR CORONA CA

COFFEE BEANERY LTD NONE KNOWN TO BE IN AREACOLDWATER CREEK 7.6 2800 N MAIN ST SANTA ANA CA

COSI 13.6 901 S COAST DR COSTA MESA CACRATE AND BARRELL 13.4 3333 BEAR ST COSTA MESA CA

DRAPER'S & DAMON'S INC 10.0 544 E 1ST ST TUSTIN CADSW SHOE WAREHOUSE INC 7.6 763 S MAIN ST ORANGE CA

ELEPHANT BAR 9.5 13403 FIRSTONE BLVD LA MIRADA CAETHAN ALLEN GALLERIES 8.6 1478 S AZUSA AVE CITY OF INDUSTRY CA

EXTREME PITA 30.9 5225 CANYON CREST DR RIVERSIDE CAFAMOUS DAVE'S 20.7 300 S PINE DR LONG BEACH CA

FAST FRAME 4.5 2139 N TUSTIN AVE ORANGE CAFIELD OF DREAMS NONE KNOWN TO BE IN AREA

FLEET FEET SPORTS 28.8 32411 GOLDEN LANTERN LAGUNA NIGUEL CAFUDDRUCKERS 32.8 221 N SAN FERNANDO BLVD BURBANK CA

GLAMOUR SHOTS 7.6 SANTA ANA MAIN PLACE SANTA ANA CAGREAT FRAME UP 13.6 15333 CULVER DR IRVINE CA

HABIT BURGER GRILL 16.7 1608 FOOTHILL BLVD LA VERNE CAHELZBERG DIAMONDS 16.9 2055 MONTCLAIR PLAZA LN MONTCLAIR CA

HOLLYWOOD TANS 11.9 4957 KATELLA AVE LOS ALAMITOS CAHOME GOODS INC 4.1 YORBA LINDA BLVD & FAIRMONT BLVD YORBA LINDA CA

HONEY BAKED HAM CO 6.9 623 S BROOKHURST ANAHEIM CAHOULIHAN'S RESTAURANT INC NONE KNOWN TO BE IN AREA

INTERMIX 13.5 3333 BRISTOL ST COSTA MESA CAJARED GALERIA OF JEWELRY 11.2 3585 GRAND AVE CHINO HILLS CA

JENNY CRAIG WEIGHT LOSS CTRS 4.1 1545 S HARBOR BLVD FULLERTON CAJOHNNY ROCKETS 6.3 321 W KATELLA AVE ANAHEIM CA

JOS A BANK CLOTHIERS 11.2 13925 CITY CENTER DR CHINO HILLS CAKOHL'S DEPARTMENT STORES 6.2 1610 W IMPERIAL HWY LA HABRA CALADIES WORKOUT EXPRESS 18.6 2902 W COAST HWY NEWPORT BEACH CA

LEARNING EXPRESS NONE KNOWN TO BE IN AREAL'OCCITANE 17.6 95 FORTUNE DR IRVINE CA

LOEHMANN'S 11.8 2891 EL CAMINO REAL TUSTIN CALULULEMON ATHLETICA 11.2 13850 CITY CENTER DR CHINO HILLS CA

LUSH 6.3 321 W KATELLA AVE ANAHEIM GARDEN WALK CAMAGGIE MOOS 11.3 3090 CHINO AVE CHINO HILLS CAMANCHU WOK 20.5 400 S BALDWIN AVE ARCADIA CAMARSHALLS 4.0 1400 S HARBOR BLVD FULLERTON CA

NINE WEST GROUP INC 13.4 203 LOS CERRITOS CENTER CERRITOS CANOODLES AND CO NONE KNOWN TO BE IN AREA

NORWALK-THE FURNITURE IDEA NONE KNOWN TO BE IN AREANYPD PIZZA NONE KNOWN TO BE IN AREA

OAKLEY 17.5 71 FORTUNE DR IRVINE CA

Yellow indicates retailer/restaurant is a match for both sites.

Distance is the straight-line mileage from your site to nearest existing retailer location. 3/23/2009

Retailers with locations greater than fifty miles from this site are shown

"None known to be in area."


Retail Match List

Retailer Distance Address City StateOMAHA STEAKS 15.1 18563 MAIN ST HUNTINGTON BEACH CA

ORIGINS NATURAL RESOURCES INC 13.5 3333 BRISTOL ST COSTA MESA CAPAPER SOURCE 13.4 3333 BEAR ST COSTA MESA CA

PARADISE BAKERY AND CAFE 7.6 2800 N MAIN ST SANTA ANA CAPARTY LAND 25.5 25626 CROWN VALLEY PARKWAY LADERA RANCH CAPAVILIONS 6.4 8010 E SANTA ANA CANYON RD ANAHEIM HILLS CA

PEI WEI ASIAN DINER 11.2 4517 CHINO HILLS PKWY CHINO HILLS CAPENDLETON SHOPPE 10.5 11542 KNOTT ST GARDEN GROVE CA

PERFORMANCE BICYCLE 11.7 2745 EL CAMINO REAL TUSTIN CAPLANET BEACH 6.3 21520 YORBA LINDA BLVD YORBA LINDA CA

PORTILLOS 7.6 8390 LA PALMA AVE BUENA PARK CAPOTTERY BARN KIDS INC 13.5 3333 BRISTOL ST COSTA MESA CA

PUMP IT UP 4.0 5397 E HUNTER AVE ANAHEIM HILLS CAREI 10.7 1411 VILLAGE WAY SANTA ANA CA

ROCK BOTTOM BREWERY 20.6 ONE PINE AVE LONG BEACH CAROCKPORT CO LLC 17.6 99 FORTUNE DR IRVINE CA

ROMANO'S MACARONI GRILL 6.6 8150 E SANTA ANA CANYON RD ANAHEIM HILLS CARUBY TUESDAY 10.8 2200 S AZUSA AVE WEST COVINA CA

SAKS FIFTH AVENUE ENTERPRISES 13.5 3333 BRISTOL ST COSTA MESA CASAM ASH MUSIC STORE 8.1 18031 GALE AVE CITY OF INDUSTRY CA

SAMURAI SAMS 13.7 3321 HYLAND AVE COSTA MESA CASHANE CO NONE KNOWN TO BE IN AREASHULA'S 30.5 6101 W CENTURY BLVD LOS ANGELES CA

SLEEP AMERICA NONE KNOWN TO BE IN AREASMITH & HAWKEN LTD 13.5 3333 BRISTOL ST COSTA MESA CA

SMOOTHIE KING 20.8 120 BAY ST LONG BEACH CASONY STYLE 13.5 3333 BRISTOL ST COSTA MESA CASPORT CLIPS 10.6 10071 VALLEY VIEW ST CYPRESS CA

SPORTS AUTHORITY 4.1 1515 S HARBOR BLVD FULLERTON CASTEAK ESCAPE 7.6 2800 N MAIN ST SANTA ANA CA

SUPER SUPPERS 18.3 1206 MAGNOLIA AVE CORONA CASYM'S CLOTHING & ACCESSORIES NONE KNOWN TO BE IN AREA

T C B Y YOGURT 9.7 14230 CHINO HILLS PKWY CHINO HILLS CATHE SPORTS AUTHORITY 4.1 1515 S HARBOR BLVD FULLERTON CA

THOMASVILLE FURNITURE IND INC 7.3 23061 SAVI RANCH PKWY YORBA LINDA CATIMBERLAND CO 22.2 ONE MILLS CIRCLE ONTARIO CA

TRADER JOES COMPANY 11.3 12861 TOWNE CENTER DR CERRITOS CATULLY'S COFFEE 14.7 4610 BARRANCA PKWY IRVINE CA

ULTA 11.4 4041 GRAND AVE CHINO CAUNO RESTAURANTS INC NONE KNOWN TO BE IN AREA

VINO 100 31.1 6801 N HOLLYWOOD BLVD HOLLYWOOD CAWALKING CO 7.6 2800 N MAIN ST SANTA ANA CA

WETZEL'S PRETZELS 6.3 1540 S DISNEYLAND DR ANAHEIM CAWHOLE FOODS MARKET 13.1 2847 PARK AVE TUSTIN CA

WINGS TO GO NONE KNOWN TO BE IN AREAZ PIZZA 4.0 1981 SUNNYCREST DR FULLERTON CA





Retail Match List

These retailers match well but their existing locations are in close proximity of your site. Retailer Distance Address City State

24 HOUR FITNESS 2.6 965 E BIRCH ST BREA CAA PEA IN THE POD INC 2.4 2121 BREA MALL BREA CA

ABERCROMBIE & FITCH 2.4 2118 BREA MALL BREA CAAMC THEATERS 3.7 1001 S LEMON ST FULLERTON CA

AMERICAN EAGLE OUTFITTERS 2.5 1065 BREA MALL BREA CAANN TAYLOR 2.4 2117 BREA MALL BREA CAAVEDA CORP 2.3 2044 BREA MALL BREA CABAJA FRESH 1.8 2445 E IMPERIAL HWY BREA CA

BANANA REPUBLIC 2.4 2016 BREA MALL BREA CABASKIN-ROBBINS ICE CREAM 0.3 104 E YORBA LINDA BLVD PLACENTIA CA

BATH & BODY WORKS INC 2.3 2054 BREA MALL BREA CABEBE 2.5 1104 BREA MALL BREA CA

BORDERS 2.2 429 S ASSOCIATED RD BREA CABRIGHTON COLLECTIBLES 2.6 1015 BREA MALL BREA CA

BROOKSTONE 2.4 2015 BREA MALL BREA CABUCA DI BEPPO 2.1 1609 E IMPERIAL HWY BREA CA

CACHE 2.3 2027 BREA MALL BREA CACAMPBOWWOW 2.5 1431 N DALY ST ANAHEIM CA

CHEESECAKE FACTORY RESTAURANTS 2.3 120 BREA MALL WAY BREA CACHICO'S 3.1 110 W BIRCH ST BREA CA

CHILDRENS PLACE 2.6 1004 BREA MALL BREA CACHIPOTLE MEXICAN GRILL 1.7 501 N STATE COLLEGE FULLERTON CA

COACH INC 2.5 1052 BREA MALL BREA CACOCO'S BAKERY RESTAURANTS INC 2.3 1250 IMPERIAL HWY BREA CA

COFFEE BEAN & TEA LEAF 2.5 1080 E IMPERIAL HWY BREA CACOLD STONE CREAMERY 0.2 151 E YORBA LINDA BLVD PLACENTIA CA

COLOR ME MINE 3.2 260 W BIRCH ST BREA CACOOL CUTS 4 KIDS 1.8 2500 E IMPERIAL HWY BREA CA

COST PLUS WORLD MARKET 3.1 109 W IMPERIAL HWY BREA CACRABTREE & EVELYN 2.5 1101 BREA MALL BREA CA

CURVES 1.4 3472 E ORANGETHORPE AVE ANAHEIM CADAPHNES GREEK CAFE 3.1 120 S BREA BLVD BREA CA

DAVID'S BRIDAL INC 2.6 810 E IMPERIAL HWY BREA CADRESS BARN 1.8 2500 E IMPERIAL HWY BREA CA

EVERYTHING BUT WATER 2.4 1113 BREA MALL BREA CAFATBURGER 3.2 215 W BIRCH ST BREA CAFOREVER 21 2.6 1025 BREA MALL BREA CA

FOSSIL CO STORE 2.5 1065 BREA MALL BREA CAFRANKLIN COVEY STORE 2.6 985 E BIRCH ST BREA CA

FRY'S ELECTRONICS 2.4 3370 E LA PALMA ANAHEIM CAGAP 2.5 1055 BREA MALL BREA CA

GENERAL NUTRITION CENTER 0.4 3306 E YORBALINDA BLVD FULLERTON CAGODIVA CHOCOLATIER INC 2.3 1116 BREA MALL AVE BREA CA

GYMBOREE 2.3 2055 BREA MALL BREA CAHALLMARK 1.8 2395 E IMPERIAL HWY BREA CA

HENRY'S MARKET 1.9 17482 YORBA LINDA BLVD YORBA LINDA CAHOLLISTER CO 2.5 1065 BREA MALL BREA CAILLUMINATIONS 2.3 2058 BREA MALL BREA CA

IN-N-OUT BURGER 1.2 825 W CHAPMAN AVE PLACENTIA CAJ CREW GROUP INC 2.4 2011 BREA MALL BREA CA

J JILL THE STORE 3.2 260 W BIRCH ST BREA CAJANIE AND JACK 2.6 1020 BREA MALL BREA CA

JENNIFER CONVERTIBLES 2.5 1000 E IMPERIAL HWY BREA CAL A FITNESS SPORTS CLUBS 1.9 16951 IMPERIAL HWY YORBA LINDA CA

LANE BRYANT 2.5 1044 BREA MALL BREA CALENS CRAFTERS INC 2.3 2063 BREA MALL BREA CA

LUCKY BRAND DUNGAREES INC 2.6 1013 BREA MALL BREA CAMAC COSMETICS 2.3 1065 BREA MALL WAY BREA CA

MARIE CALLENDER'S RESTAURANT 0.2 126 E YORBA LINDA BLVD PLACENTIA CAMASSAGE ENVY 0.3 122 E YORBA LINDA BLVD PLACENTIA CA





Retail Match List

Retailer Distance Address City StateMELTING POT RESTAURANT 2.4 375 BIRCH ST BREA CA

MEN'S WEARHOUSE 2.6 1002 BREA MALL BREA CAMICHAEL KORS 2.6 1011 BREA MALL BREA CA

MICHAELS ARTS & CRAFTS STORE 1.9 2315 E IMPERIAL HWY BREA CAMOTHERHOOD MATERNITY 1.8 2575 E IMPERIAL HWY BREA CA

MRS FIELD'S ORIGINAL COOKIES 2.3 2070 BREA MALL BREA CAMY GYM 3.0 18510 YORBA LINDA BLVD YORBA LINDA CA

NATURALIZER SHOES 2.6 1009 BREA MALL BREA CANEW YORK & CO 2.3 165 BREA MALL BREA CA

NORDSTROM 1.9 2345 E IMPERIAL HWY BREA CAOLD NAVY CLOTHING CO 3.1 180 S BREA BLVD BREA CA

PACIFIC SUNWEAR 2.5 1050 BREA MALL BREA CAPANERA BREAD 1.7 2415 E CHAPMAN AVE FULLERTON CA

PARTY CITY 1.8 2485 E IMPERIAL HWY BREA CAPETSMART 1.8 2465 E IMPERIAL HWY BREA CA

PICK UP STIX 0.2 187 E YORBA LINDA BLVD PLACENTIA CAPICTURE PEOPLE INC 2.4 2002 BREA MALL BREA CA

POTTERY BARN 2.5 1065 BREA MALL BREA CARED BRICK PIZZA 3.2 215 W BIRCH ST BREA CA

RED ROBIN GOURMET BURGERS 2.5 1080 BREA MALL BREA CARELAX THE BACK STORE 3.1 215 S BREA BLVD BREA CA

ROBECKS JUICE 3.2 215 W BIRCH ST BREA CAROSS 0.3 110 E YORBA LINDA BLVD PLACENTIA CA

ROUND TABLE PIZZA RESTAURANT 1.6 2506 E CHAPMAN AVE FULLERTON CASEE'S CANDIES INC 2.3 2227 BREA MALL BREA CASELECT COMFORT 2.6 1031 BREA MALL BREA CA

SEPHORA 2.5 1065 BREA MALL BREA CASOUPLANTATION 3.1 555 POINTE DR BREA CA

SPROUTS 2.5 BIRCH ST & STATE COLLEGE BLVD BREA CASTAPLES THE OFFICE SUPERSTORE 1.8 2375 E IMPERIAL HWY BREA CA

STARBUCKS 0.3 3362 E YORBA LINDA BLVD FULLERTON CASTEIN MART INC 0.7 1936 N PLACENTIA AVE FULLERTON CA

STERLING OPTICAL 2.8 605 E IMPERIAL HWY BREA CASTEVE MADDEN RETAIL INC 2.5 1065 BREA MALL BREA CA

STRIDE RITE 2.3 2047 BREA MALL BREA CASUNGLASS HUT INTL INC 2.4 2102 BREA MALL BREA CA

SUPERCUTS INC 0.2 159 E YORBA LINDA BLVD PLACENTIA CASWEET TOMATOES 3.1 555 POINTE DR BREA CA

T J MAXX 1.8 2500 E IMPERIAL HWY BREA CATALBOTS INC 2.4 1114 BREA MALL BREA CA

TARGET 0.9 2920 E YORBA LINDA BLVD FULLERTON CATGI FRIDAY'S 2.6 935 E BIRCH ST BREA CA

TUESDAY MORNING INC 0.9 1850 N PLACENTIA AVE PLACENTIA CAUNITED ARTISTS THEATRE CIRCUIT 3.2 155 W BIRCH ST BREA CA

VICTORIA'S SECRET 2.3 2061 BREA MALL BREA CAWHITE HOUSE 3.1 110 W BIRCH ST BREA CA

WILD BIRDS UNLIMITED 2.1 17611 YORBA LINDA BLVD YORBA LINDA CAWILLIAMS-SONOMA STORES INC 2.5 1065 BREA MALL BREA CA




Retail Site Assessment

February 2009

Table of Contents

Conclusions....................................................................................................................1

Selecting Placentia’s Retail Site ..................................................................................2

Retail Site 1 Analysis ....................................................................................................3



Site Comparison ...........................................................................................................9

Brief Segment Descriptions..................................................................................... 10

Appendix A: Leakage and Demand Analysis

Appendix B: Demographic Report

Buxton CommunityID Staff

Lisa Hill, Vice President, [email protected] Janet Ehret, Client Services, [email protected] Philip Davis, Manager/Senior GIS Analyst, [email protected] Scott Place, Senior GIS Analyst, [email protected] All Buxton personnel may be reached by phone at 817.332.3681

1

Conclusions Buxton has reviewed the three sites discussed with the City of Placentia on the basis of retail recruitment potential. This Retail Site Determination booklet features maps of each site’s trade area. The City of Placentia is located approximately 25 miles southeast of downtown Los Angeles, CA and about 5 miles northeast of Disneyland. Hwy 57 (north & south) and St Hwy 90 (east & west on the north side of the city) serve as its major arteries of transportation. A review of segmentation for the retail site’s trade areas shows that segment 1 (UPPER CRUST), segment 2 (BLUE BLOOD ESTATES), segment 3 (MOVERS & SHAKERS), segment 16 (BOHEMIAN MIX), segment 17 (BELTWAY BLOOMERS), segment 18 (KIDS & CUL-DE-SACS), segment 19 (HOME SWEET HOME) and segment 31 (URBAN ACHIEVERS) comprise a substantial portion of the dominant segment households found at each site. There are dominant segments in each trade area other than these, but they differ from site to site. Each of these segments possess unique income and lifesytle characteristics that would attract a variety of retailers to the potential retail sites in Placentia, CA.

2

Selecting Placentia’s Retail Site To begin the CommunityID process, the City of Placentia selected three sites to be analyzed for possible retail development or revitalization. The locations of the three sites are shown on the opposite page. The next task for the sponsoring organization is to select one of the three sites for a more detailed analysis and determination of retail firms that will best match the consumers in Placentia’s trade area. To aid in the decision-making process to select the best site, Buxton has performed the following analyses:

• A primary drive-time trade area was delineated for each site • The customers in each trade area were segmented according to buying habits and

lifestyles • A profile of Placentia’s customers within each of the three trade areas was

developed • The surplus and leakage for more than 36 product types and 74 store types was

determined for each potential trade area The purpose of these analyses is to develop Placentia’s Customer Profile. The Customer Profile is a snapshot of the customers that reside in Placentia’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 a retailer’s goods and services are being met within the trade area. By overlaying Placentia’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 Placentia. This matching provides the basis for determining Placentia’s viability to attract retailers and restaurants and forms the basis for Buxton’s recommendations and conclusions. With this analysis and Buxton’s recommendations, Placentia can make a more informed decision about investments in infrastructure and can focus resources on areas of higher retail development potential.

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Melrose St & Crowther AveMelrose St & Crowther AveMelrose St & Crowther AveMelrose St & Crowther AveMelrose St & Crowther AveMelrose St & Crowther AveMelrose St & Crowther AveMelrose St & Crowther AveMelrose St & Crowther AveMelrose St & Crowther AveMelrose St & Crowther AveMelrose St & Crowther AveMelrose St & Crowther AveMelrose St & Crowther AveMelrose St & Crowther AveMelrose St & Crowther AveMelrose St & Crowther AveMelrose St & Crowther AveMelrose St & Crowther AveMelrose St & Crowther AveMelrose St & Crowther AveMelrose St & Crowther AveMelrose St & Crowther AveMelrose St & Crowther AveMelrose St & Crowther AveMelrose St & Crowther AveMelrose St & Crowther AveMelrose St & Crowther AveMelrose St & Crowther AveMelrose St & Crowther AveMelrose St & Crowther AveMelrose St & Crowther AveMelrose St & Crowther AveMelrose St & Crowther AveMelrose St & Crowther AveMelrose St & Crowther AveMelrose St & Crowther AveMelrose St & Crowther AveMelrose St & Crowther AveMelrose St & Crowther AveMelrose St & Crowther AveMelrose St & Crowther AveMelrose St & Crowther AveMelrose St & Crowther AveMelrose St & Crowther AveMelrose St & Crowther AveMelrose St & Crowther AveMelrose St & Crowther AveMelrose St & Crowther Ave

Kraemer Blvd & Morse AveKraemer Blvd & Morse AveKraemer Blvd & Morse AveKraemer Blvd & Morse AveKraemer Blvd & Morse AveKraemer Blvd & Morse AveKraemer Blvd & Morse AveKraemer Blvd & Morse AveKraemer Blvd & Morse AveKraemer Blvd & Morse AveKraemer Blvd & Morse AveKraemer Blvd & Morse AveKraemer Blvd & Morse AveKraemer Blvd & Morse AveKraemer Blvd & Morse AveKraemer Blvd & Morse AveKraemer Blvd & Morse AveKraemer Blvd & Morse AveKraemer Blvd & Morse AveKraemer Blvd & Morse AveKraemer Blvd & Morse AveKraemer Blvd & Morse AveKraemer Blvd & Morse AveKraemer Blvd & Morse AveKraemer Blvd & Morse AveKraemer Blvd & Morse AveKraemer Blvd & Morse AveKraemer Blvd & Morse AveKraemer Blvd & Morse AveKraemer Blvd & Morse AveKraemer Blvd & Morse AveKraemer Blvd & Morse AveKraemer Blvd & Morse AveKraemer Blvd & Morse AveKraemer Blvd & Morse AveKraemer Blvd & Morse AveKraemer Blvd & Morse AveKraemer Blvd & Morse AveKraemer Blvd & Morse AveKraemer Blvd & Morse AveKraemer Blvd & Morse AveKraemer Blvd & Morse AveKraemer Blvd & Morse AveKraemer Blvd & Morse AveKraemer Blvd & Morse AveKraemer Blvd & Morse AveKraemer Blvd & Morse AveKraemer Blvd & Morse AveKraemer Blvd & Morse Ave

Rose Dr & Alta Vista StRose Dr & Alta Vista StRose Dr & Alta Vista StRose Dr & Alta Vista StRose Dr & Alta Vista StRose Dr & Alta Vista StRose Dr & Alta Vista StRose Dr & Alta Vista StRose Dr & Alta Vista StRose Dr & Alta Vista StRose Dr & Alta Vista StRose Dr & Alta Vista StRose Dr & Alta Vista StRose Dr & Alta Vista StRose Dr & Alta Vista StRose Dr & Alta Vista StRose Dr & Alta Vista StRose Dr & Alta Vista StRose Dr & Alta Vista StRose Dr & Alta Vista StRose Dr & Alta Vista StRose Dr & Alta Vista StRose Dr & Alta Vista StRose Dr & Alta Vista StRose Dr & Alta Vista StRose Dr & Alta Vista StRose Dr & Alta Vista StRose Dr & Alta Vista StRose Dr & Alta Vista StRose Dr & Alta Vista StRose Dr & Alta Vista StRose Dr & Alta Vista StRose Dr & Alta Vista StRose Dr & Alta Vista StRose Dr & Alta Vista StRose Dr & Alta Vista StRose Dr & Alta Vista StRose Dr & Alta Vista StRose Dr & Alta Vista StRose Dr & Alta Vista StRose Dr & Alta Vista StRose Dr & Alta Vista StRose Dr & Alta Vista StRose Dr & Alta Vista StRose Dr & Alta Vista StRose Dr & Alta Vista StRose Dr & Alta Vista StRose Dr & Alta Vista StRose Dr & Alta Vista St

91W91W

57S57S

57S57S

57N57N

90E90E

9090

2651 S. Polaris Dr. Fort Worth, Texas 76137 tel: 817.332.3681 fax:817.332.3686 e-mail:[email protected] http://www.buxtonco.com

Shopping CentersGLA in thousands

1000+

500 to 1000

Data Sources: Claritas, Inc., Prizm®NE, 2009, InfoUSA, Inc., © 2009 , National Research Bureau, © 2009 , MediamarkResearch, Inc., © 2009 , Geographic Data Technology, Inc. © 2009

Placentia, California: OverviewCity Limits

Site 1lllllllllllllllllllllllllllllllllllllllllllllllll



N

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Miles


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21


LA HABRA WESTRIDGE PLAZALA HABRA WESTRIDGE PLAZALA HABRA WESTRIDGE PLAZALA HABRA WESTRIDGE PLAZALA HABRA WESTRIDGE PLAZALA HABRA WESTRIDGE PLAZALA HABRA WESTRIDGE PLAZALA HABRA WESTRIDGE PLAZALA HABRA WESTRIDGE PLAZA

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FullertonFullertonFullertonFullertonFullertonFullertonFullertonFullertonFullerton

La HabraLa HabraLa HabraLa HabraLa HabraLa HabraLa HabraLa HabraLa Habra


BreaBreaBreaBreaBreaBreaBreaBreaBrea

Villa ParkVilla ParkVilla ParkVilla ParkVilla ParkVilla ParkVilla ParkVilla ParkVilla Park

120-202 W IMPERIAL HWY120-202 W IMPERIAL HWY120-202 W IMPERIAL HWY120-202 W IMPERIAL HWY120-202 W IMPERIAL HWY120-202 W IMPERIAL HWY120-202 W IMPERIAL HWY120-202 W IMPERIAL HWY120-202 W IMPERIAL HWY

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Melrose St & Crowther AveMelrose St & Crowther AveMelrose St & Crowther AveMelrose St & Crowther AveMelrose St & Crowther AveMelrose St & Crowther AveMelrose St & Crowther AveMelrose St & Crowther AveMelrose St & Crowther AveMelrose St & Crowther AveMelrose St & Crowther AveMelrose St & Crowther AveMelrose St & Crowther AveMelrose St & Crowther AveMelrose St & Crowther AveMelrose St & Crowther AveMelrose St & Crowther AveMelrose St & Crowther AveMelrose St & Crowther AveMelrose St & Crowther AveMelrose St & Crowther AveMelrose St & Crowther AveMelrose St & Crowther AveMelrose St & Crowther AveMelrose St & Crowther AveMelrose St & Crowther AveMelrose St & Crowther AveMelrose St & Crowther AveMelrose St & Crowther AveMelrose St & Crowther AveMelrose St & Crowther AveMelrose St & Crowther AveMelrose St & Crowther AveMelrose St & Crowther AveMelrose St & Crowther AveMelrose St & Crowther AveMelrose St & Crowther AveMelrose St & Crowther AveMelrose St & Crowther AveMelrose St & Crowther AveMelrose St & Crowther AveMelrose St & Crowther AveMelrose St & Crowther AveMelrose St & Crowther AveMelrose St & Crowther AveMelrose St & Crowther AveMelrose St & Crowther AveMelrose St & Crowther AveMelrose St & Crowther Ave

91E91E

90E90E

5555

5757

9191

9090

9090

142142

7272

7272

5



1000+

500 to 1000

Data Sources: Claritas, Inc., Prizm®NE, 2009 , InfoUSA, Inc., © 2009 , National Research Bureau, © 2009 , MediamarkResearch, Inc., © 2009 , Geographic Data Technology, Inc. © 2009

Placentia, California: Trade Area


N

7 Minute Drive Time

0 21

Miles

3

Dominant Segments Description Households % of All Households

1 Upper Crust 2,847 4.882 Blue Blood Estates 2,606 4.473 Movers & Shakers 2,827 4.847 Money & Brains 1,769 3.0316 Bohemian Mix 5,918 10.1417 Beltway Boomers 2,433 4.1718 Kids & Cul-de-Sacs 2,265 3.8819 Home Sweet Home 3,428 5.8726 The Cosmopolitans 1,795 3.0829 American Dreams 4,250 7.2831 Urban Achievers 4,414 7.5640 Close-In Couples 1,991 3.4154 Multi-Culti Mosaic 2,575 4.4165 Big City Blues 3,186 5.4666 Low-Rise Living 3,137 5.38

Melrose St & Crowther Ave

0%

3%

6%

9%

12%

1 3 5 7 9 11 13 15 17 19 21 23 25 27 29 31 33 35 37 39 41 43 45 47 49 51 53 55 57 59 61 63 65

Site 1 Analysis: Melrose St & Crowther Ave 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 seven-minute drive time polygon, determined by Buxton’s proprietary drive-time technology. Psychographics The psychographic profile of the households within the trade area of Site 1 is presented below.

Source: Claritas, Inc, PRIZM® NE, © 2008

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 Site 1.


4

Site 1 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.

*GAFO refers to discount retailers that typically include the following departments: general merchandise; clothing and clothing accessories; furniture and home furnishings; electronics and appliances; sporting goods, hobby, books and music; and office supplies

Source: Claritas, Inc, RETAIL MARKET POWER, © 2008

The following table presents the trade potential variables for Site 1:

Source: Claritas, Inc, RETAIL MARKET POWER, PRIZM® NE, © 2008

Number of Households in Dominant Segments 45,441

Traffic Count

Total Demand

10,500

$2,998,394,659

Trade Potential Variables Site 1

Estimated Household Count 58,356

Total Supply $5,563,683,091

Leakage/Surplus $2,565,288,432


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&%

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&%

&%

&%

$

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#

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&%

%

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Villa ParkVilla ParkVilla ParkVilla ParkVilla ParkVilla ParkVilla ParkVilla ParkVilla Park




Kraemer Blvd & Morse AveKraemer Blvd & Morse AveKraemer Blvd & Morse AveKraemer Blvd & Morse AveKraemer Blvd & Morse AveKraemer Blvd & Morse AveKraemer Blvd & Morse AveKraemer Blvd & Morse AveKraemer Blvd & Morse AveKraemer Blvd & Morse AveKraemer Blvd & Morse AveKraemer Blvd & Morse AveKraemer Blvd & Morse AveKraemer Blvd & Morse AveKraemer Blvd & Morse AveKraemer Blvd & Morse AveKraemer Blvd & Morse AveKraemer Blvd & Morse AveKraemer Blvd & Morse AveKraemer Blvd & Morse AveKraemer Blvd & Morse AveKraemer Blvd & Morse AveKraemer Blvd & Morse AveKraemer Blvd & Morse AveKraemer Blvd & Morse AveKraemer Blvd & Morse AveKraemer Blvd & Morse AveKraemer Blvd & Morse AveKraemer Blvd & Morse AveKraemer Blvd & Morse AveKraemer Blvd & Morse AveKraemer Blvd & Morse AveKraemer Blvd & Morse AveKraemer Blvd & Morse AveKraemer Blvd & Morse AveKraemer Blvd & Morse AveKraemer Blvd & Morse AveKraemer Blvd & Morse AveKraemer Blvd & Morse AveKraemer Blvd & Morse AveKraemer Blvd & Morse AveKraemer Blvd & Morse AveKraemer Blvd & Morse AveKraemer Blvd & Morse AveKraemer Blvd & Morse AveKraemer Blvd & Morse AveKraemer Blvd & Morse AveKraemer Blvd & Morse AveKraemer Blvd & Morse Ave

91W91W

90W90W

57N57N

91E91E 9191

9090

142142



1000+

500 to 1000




N

7 Minute Drive Time

0 10.5

Miles

5

Kraemer Blvd & Morse Ave

0%

3%

6%

9%

12%

1 3 5 7 9 11 13 15 17 19 21 23 25 27 29 31 33 35 37 39 41 43 45 47 49 51 53 55 57 59 61 63 65


1 Upper Crust 4,375 8.702 Blue Blood Estates 4,301 8.553 Movers & Shakers 4,399 8.756 Winner's Circle 2,485 4.948 Executive Suites 2,309 4.5915 Pools & Patios 2,141 4.2616 Bohemian Mix 3,218 6.4017 Beltway Boomers 2,847 5.6618 Kids & Cul-de-Sacs 2,768 5.5019 Home Sweet Home 2,928 5.8229 American Dreams 1,745 3.4731 Urban Achievers 4,005 7.96

Site 2 Analysis: Kraemer Blvd & Morse Ave 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 custom polygon, created after discussions with the City of Placentia. Psychographics The psychographic profile of the households within the trade area of Site 2 is presented below.


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 Site 2.


6

Site 2 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.



The following table presents the trade potential variables for Site 2:

Leakage/Surplus $1,531,567,293

Total Demand $2,946,371,724



Traffic Count 22,900





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Rose Dr & Alta Vista StRose Dr & Alta Vista StRose Dr & Alta Vista StRose Dr & Alta Vista StRose Dr & Alta Vista StRose Dr & Alta Vista StRose Dr & Alta Vista StRose Dr & Alta Vista StRose Dr & Alta Vista StRose Dr & Alta Vista StRose Dr & Alta Vista StRose Dr & Alta Vista StRose Dr & Alta Vista StRose Dr & Alta Vista StRose Dr & Alta Vista StRose Dr & Alta Vista StRose Dr & Alta Vista StRose Dr & Alta Vista StRose Dr & Alta Vista StRose Dr & Alta Vista StRose Dr & Alta Vista StRose Dr & Alta Vista StRose Dr & Alta Vista StRose Dr & Alta Vista StRose Dr & Alta Vista StRose Dr & Alta Vista StRose Dr & Alta Vista StRose Dr & Alta Vista StRose Dr & Alta Vista StRose Dr & Alta Vista StRose Dr & Alta Vista StRose Dr & Alta Vista StRose Dr & Alta Vista StRose Dr & Alta Vista StRose Dr & Alta Vista StRose Dr & Alta Vista StRose Dr & Alta Vista StRose Dr & Alta Vista StRose Dr & Alta Vista StRose Dr & Alta Vista StRose Dr & Alta Vista StRose Dr & Alta Vista StRose Dr & Alta Vista StRose Dr & Alta Vista StRose Dr & Alta Vista StRose Dr & Alta Vista StRose Dr & Alta Vista StRose Dr & Alta Vista StRose Dr & Alta Vista St

91W91W

57S57S

5757

9191

9090

142142



1000+

500 to 1000




N

7 Minute Drive Time

0 10.5

Miles

7

Rose Dr & Alta Vista St

0%

3%

6%

9%

12%

1 3 5 7 9 11 13 15 17 19 21 23 25 27 29 31 33 35 37 39 41 43 45 47 49 51 53 55 57 59 61 63 65

Site 3 Analysis: Rose Dr & Alta Vista St 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 custom polygon, created after discussions with the City of Placentia. Psychographics The psychographic profile of the households within the trade area of Site 3 is presented below.


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 overall trade area.


1 Upper Crust 3,162 9.092 Blue Blood Estates 3,555 10.223 Movers & Shakers 2,927 8.416 Winner's Circle 2,055 5.918 Executive Suites 2,081 5.9814 New Empty Nests 1,069 3.0715 Pools & Patios 1,479 4.2516 Bohemian Mix 1,079 3.1017 Beltway Boomers 2,263 6.5018 Kids & Cul-de-Sacs 2,412 6.9319 Home Sweet Home 2,200 6.3231 Urban Achievers 3,134 9.01


8

Overall 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.



The following table presents the trade potential variables for the overall trade area:



Leakage/Surplus $707,605,263

Total Demand

25,400

$2,118,739,042


Traffic Count



9

Site Comparison Trade Area Segmentation

This side by side comparison of the three trade areas shows the compositions and characteristics of the households to be very similar. This is not unusual and can be expected with the amount of trade area overlap between the three trade areas.

0%

3%

6%

9%

12%

1 3 5 7 9 11 13 15 17 19 21 23 25 27 29 31 33 35 37 39 41 43 45 47 49 51 53 55 57 59 61 63 65

Melrose St & Crowther Ave Kraemer Blvd & Morse Ave Rose Dr & Alta Vista St


Trade Area Statistics and Comparison


37,521

22,900

$2,946,371,724

Site 3

34,801

27,416

25,400

$2,118,739,042

Trad e Po tent ial V ariables Site 1 Site 2

50,294Estimated Household Count 58,356

45,441Number of Households

in Dominant Segments

Total D emand

10,500

$2,998,394,659

Traffic Count

Total Supply $5,563,683,091 $4,477,939,017 $2,826,344,305

Leakage/Surplus $2,565,288,432 $1,531,567,293 $707,605,263

10

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 six-figure incomes earned by business executives, managers and professionals.

3 MOVERS & SHAKERS – Movers & Shakers is home to America’s up-and-coming

business class: a wealthy suburban world of dual-income couples who are highly educated, typically between the ages of 35 and 54, often with children. Given its high percentage of executives and white-collar professionals, there is a decided business bent to this segment: Movers & Shakers rank number one for owning a small business and having a home office.

4 YOUNG DIGERATI – Young Digerati are the nation’s tech-savvy singles and couples

living in fashionable neighborhoods on the urban fringe. Affluent, highly educated and ethnically mixed, Young Digerati communities are typically filled with trendy apartments and condos, fitness clubs and clothing boutiques, casual restaurants and all types of bars—from juice to coffee to microbrew.

5 COUNTRY SQUIRES – The wealthiest residents in exurban America live in Country

Squires, an oasis for affluent Baby Boomers who have fled the city for the charms of small-town living. In their bucolic communities noted for their recently built homes on sprawling properties, the families of executives live in six-figure comfort. Country Squires enjoy country club sports like golf, tennis and swimming as well as skiing, boating and biking.

6 WINNER’S CIRCLE – Among the wealthy suburban lifestyles, Winner’s Circle is the

youngest, a collection of mostly 25- to 34-year-old couples with large families in new-money subdivisions. Surrounding their homes are the signs of upscale living: recreational parks, golf courses and upscale malls. With a median income of nearly $90,000, Winner’s Circle residents are big spenders who like to travel, ski, go out to eat, shop at clothing boutiques and take in a show.

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.

11

Brief Segment Descriptions 8 EXECUTIVE SUITES – Executive Suites consists of upper-middle-class singles and

couples typically living just beyond the nation’s beltways. Filled with significant numbers of Asian Americans and college graduates—both groups are represented at more than twice the national average—this segment is a haven for white-collar professionals drawn to comfortable homes and apartments within a manageable commute to downtown jobs, restaurants and entertainment.

9 BIG FISH, SMALL POND – Older, upper-class, college-educated professionals, the

members of Big Fish, Small Pond are often among the leading citizens of their small-town communities. These upscale, empty-nesting couples enjoy the trappings of success, belonging to country clubs, maintaining large investment portfolios and spending freely on computer technology.

10 SECOND CITY ELITE – There’s money to be found in the nation’s smaller cities, and

you’re most likely to find it in Second City Elite. The residents of these satellite cities tend to be prosperous executives who decorate their $200,000 homes with multiple computers, large-screen TV sets and an impressive collection of wines. With more than half holding college degrees, Second City Elite residents enjoy cultural activities—from reading books to attending theater and dance productions.

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 all-inclusive travel packages; the favorite destination is Italy.

12

Brief Segment Descriptions 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 mid-sized homes with few children. The adults in the segment, mostly between the ages of 25 and 54, have gone to college and hold professional and white-collar jobs. With their upscale incomes and small families, these folks have fashioned comfortable lifestyles, filling their homes with toys, TV sets and pets.

20 FAST-TRACK FAMILIES – With their upper-middle-class incomes, numerous children

and spacious homes, Fast-Track Families are in their prime acquisition years. These middle-aged parents have the disposable income and educated sensibility to want the best for their children. They buy the latest technology with impunity: new computers, DVD players, home theater systems and video games. They take advantage of their rustic locales by camping, boating and fishing.

13

Brief Segment Descriptions 21 GRAY POWER – The steady rise of older, healthier Americans over the past decade

has produced one important by-product: middle-class, home-owning suburbanites who are aging in place rather than moving to retirement communities. A segment of older, mid-scale singles and couples who live in quiet comfort, Gray Power reflects this trend.

22 YOUNG INFLUENTIALS – Once known as the home of the nation’s yuppies, Young

Influentials reflects the fading glow of acquisitive yuppiedom. Today, the segment is a common address for young, middle-class singles and couples who are more preoccupied with balancing work and leisure pursuits. Having recently left college dorms, they now live in apartment complexes surrounded by ball fields, health clubs and casual-dining restaurants.

23 GREENBELT SPORTS – A segment of middle-class exurban couples, Greenbelt Sports

is known for its active lifestyle. Most of these middle-aged residents are married, college-educated and own new homes; about a third have children. And few segments have higher rates for pursuing outdoor activities such as skiing, canoeing, backpacking, boating and mountain biking.

24 UP-AND-COMERS – Up-and-Comers is a stopover for young, mid-scale singles

before they marry, have families and establish more deskbound lifestyles. Found in second-tier cities, these mobile twenty-somethings include a disproportionate number of recent college graduates who are into athletic activities, the latest technology and nightlife entertainment.

25 COUNTRY CASUALS – There’s a laid-back atmosphere in Country Casuals, a

collection of middle-aged, upper-middle-class households that have started to empty-nest. Workers here—and most households boast two earners—have well-paying blue- or white-collar jobs, or own small businesses. Today these Baby-Boom couples have the disposable income to enjoy traveling, owning timeshares and going out to eat.

26 THE COSMOPOLITANS – Educated, mid-scale and multi-ethnic, The Cosmopolitans

are urbane couples in America’s fast-growing cities. Concentrated in a handful of metros—such as Las Vegas, Miami and Albuquerque—these households feature older home-owners, empty-nesters and college graduates. A vibrant social scene surrounds their older homes and apartments, and residents love the nightlife and enjoy leisure-intensive lifestyles.

27 MIDDLEBURG MANAGERS – Middleburg Managers arose when empty-nesters

settled in satellite communities which offered a lower cost of living and more relaxed pace. Today segment residents tend to be middle-class and over 55 years old with solid managerial jobs and comfortable retirements. In their older homes, they enjoy reading, playing musical instruments, indoor gardening and refinishing furniture.

14

Brief Segment Descriptions 28 TRADITIONAL TIMES – Traditional Times is the kind of lifestyle where small-town

couples nearing retirement are beginning to enjoy their first empty-nest years. Typically in their fifties and sixties, these middle-class Americans pursue a kind of granola-and-grits lifestyle. On their coffee tables are magazines with titles ranging from Country Living and Country Home to Gourmet and Forbes. But they’re big travelers, especially in recreational vehicles and campers.

29 AMERICAN DREAMS – American Dreams is a living example of how ethnically

diverse the nation has become: more than half the residents are Hispanic, Asian or African-American. In these multilingual neighborhoods—one in ten residents speaks a language other than English—middle-aged immigrants and their children live in middle-class comfort.

30 SUBURBAN SPRAWL – Suburban Sprawl is an unusual American lifestyle: a collection

of mid-scale, middle-aged singles and couples living in the heart of suburbia. Typically members of the Baby Boom generation, they hold decent jobs, own older homes and condos, and pursue conservative versions of the American Dream. Among their favorite activities are jogging on treadmills, playing trivia games and renting videos.

31 URBAN ACHIEVERS – Concentrated in the nation’s port cities, Urban Achievers is

often the first stop for up-and-coming immigrants from Asia, South America and Europe. These young singles and couples are typically college-educated and ethnically diverse: about a third are foreign-born, and even more speak a language other than English.

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.

15

Brief Segment Descriptions 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 African-

American couples living in older homes in the urban neighborhoods of mid-sized metros. High school educated and empty nesting, these 55-year-old-plus residents typically live in older city neighborhoods, enjoying secure and comfortable retirements.

41 SUNSET CITY BLUES – Scattered throughout the older neighborhoods of small cities,

Sunset City Blues is a segment of lower-middle-class singles and couples who have retired or are getting close to retirement. These empty-nesters tend to own their homes but have modest educations and incomes. They maintain a low-key lifestyle filled with newspapers and television by day, and family-style restaurants at night.

16

Brief Segment Descriptions 42 RED, WHITE & BLUES – The residents of Red, White & Blues typically live in exurban

towns rapidly morphing into bedroom suburbs. Their streets feature new fast-food restaurants, and locals have recently celebrated the arrival of chains like Wal-Mart, Radio Shack and Payless Shoes. Middle-aged, high school educated and lower-middle class, these folks tend to have solid, blue-collar jobs in manufacturing, milling and construction.

43 HEARTLANDERS – America was once a land of small middle-class towns, which can

still be found today among Heartlanders. This widespread segment consists of middle-aged couples with working-class jobs living in sturdy, unpretentious homes. In these communities of small families and empty-nesting couples, Heartlanders pursue a rustic lifestyle where hunting and fishing remain prime leisure activities along with cooking, sewing, camping and boating.

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.

17

Brief Segment Descriptions 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 working-class sensibility and an appreciation for their off-the-beaten-track neighborhoods.

53 MOBILITY BLUES – Young singles and single parents make their way to Mobility Blues,

a segment of working-class neighborhoods in America’s satellite cities. Racially mixed and under 25 years old, these transient Americans tend to have modest lifestyles due to their lower-income blue-collar jobs. Surveys show they excel in going to movies, playing basketball and shooting pool.

54 MULTI-CULTI MOSAIC – An immigrant gateway community, Multi-Culti Mosaic is the

urban home for a mixed populace of younger Hispanic, Asian and African-American singles and families. With nearly a quarter of the residents foreign born, this segment is a Mecca for first-generation Americans who are striving to improve their lower-middle-class status.

18

Brief Segment Descriptions 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 school-educated with lower-middle incomes and modest housing; one-quarter live in mobile homes. There’s an air of self-reliance in these households as Crossroads Villagers help put food on the table through fishing, gardening and hunting.

57 OLD MILLTOWNS – America’s once-thriving mining and manufacturing towns have

aged—as have the residents in Old Milltowns communities. Today, the majority of residents are retired singles and couples living on downscale incomes in pre-1960 homes and apartments. For leisure they enjoy gardening, sewing, socializing at veterans clubs or eating out at casual restaurants.

58 BACK COUNTRY FOLKS – Strewn among remote farm communities across the

nation, Back Country Folks are a long way away from economic paradise. The residents tend to be poor, over 55 years old and living in older, modest-sized homes and manufactured housing. Typically, life in this segment is a throwback to an earlier era when farming dominated the American landscape.

59 URBAN ELDERS – For Urban Elders—a segment located in the downtown

neighborhoods of such metros as New York, Chicago, Las Vegas and Miami—life is often an economic struggle. These communities have high concentrations of Hispanics and African-Americans and tend to be downscale, with singles living in older apartment rentals.

60 PARK BENCH SENIORS – Park Bench Seniors are typically retired singles living in the

racially mixed neighborhoods of the nation’s satellite cities. With modest educations and incomes, these residents maintain low-key, sedentary lifestyles. Theirs is one of the top-ranked segments for TV viewing, especially daytime soaps and game shows.

61 CITY ROOTS – Found in urban neighborhoods, City Roots is a segment of lower-

income retirees, typically living in older homes and duplexes they’ve owned for years. In these ethnically diverse neighborhoods—more than a third are African-American and Hispanic—residents are often widows and widowers living on fixed incomes and maintaining low-key lifestyles.

19

Brief Segment Descriptions 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 jam-packed with babies and toddlers, tricycles and basketball hoops, Daewoos and Hyundais.

64 BEDROCK AMERICA – Bedrock America consists of young, economically challenged

families in small, isolated towns located throughout the nation’s heartland. With modest educations, sprawling families and blue-collar jobs, many of these residents struggle to make ends meet. One quarter live in mobile homes. One in three has not finished high school. Rich in scenery, Bedrock America is a haven for fishing, hunting, hiking and camping.

65 BIG CITY BLUES – With a population that’s half Latino, Big City Blues has the highest

concentration of Hispanic Americans in the nation, but it’s also the multi-ethnic address for downscale Asian and African-American households occupying older inner-city apartments. Concentrated in a handful of major metros, these young singles and single-parent families face enormous challenges: low incomes, uncertain jobs and modest educations. More than 40% haven’t finished high school.

66 LOW-RISE LIVING – The most economically challenged urban segment, Low-Rise

Living is known as a transient world for young, ethnically diverse singles and single parents. Home values are low—about half the national average—and even then, less than a quarter of residents can afford to own real estate.

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.

Appendix A:

Leakage Analysis

Retail Leakage and Surplus AnalysisThe Retail Leakage and Surplus Analysis 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.

Site Address Analysis Geography

Site 1 Melrose St & Crowther Ave Placentia, CA 92870 7 Minute Drive Time

Leakage/Surplus Index by Product

The Leakage/Surplus Index provides a relative comparison of the supply and demand across retail product categories. It is calculated by dividing actual sales by potential sales. An index greater than 1.0 means that the community is attracting retail sales (surplus) from outside the trade area. If the index is less than 1.0 it means that out-shopping is taking place and the community is not successfully drawing its own residents.

Leakage/Surplus Index (Figure 1) shows the strengths and weaknesses of a community's retail market by product.

Figure 1. Leakage/Surplus Index by Product



The sales potential and the actual sales potential by product category and the resulting index are shown in Figure 2.

Figure 2. Sales Potential and Actual Sales by Product

Product Type Potential Actual Sales Leakage/Surplus Index

Groceries and Other Foods 415,271,620 438,905,100 1.1

Meals and Snacks 276,651,029 505,389,913 1.8

Alcoholic Drinks 30,589,467 60,298,018 2.0

Packaged Liquor/Wine/Beer 48,817,318 55,434,290 1.1

Cigars, Cigarettes, and Tobacco & Smokers Accessories 29,426,284 75,050,973 2.6

Drugs, Health Aids, and Beauty Aids 155,516,304 192,233,314 1.2

Soaps, Detergents, and Household Cleaners 17,592,487 20,907,561 1.2

Paper and Related Products 19,399,660 18,528,802 1.0

Mens Wear 61,250,623 105,323,583 1.7

Womens, Juniors, and Misses Wear 115,142,410 220,873,333 1.9

Childrens Wear 31,649,109 44,958,916 1.4

Footwear 46,636,685 62,858,888 1.3

Sewing, Knitting, and Needlework Goods 5,103,540 6,311,643 1.2

Curtains, Draperies, Blinds, Slipcovers etc. 18,472,287 37,636,265 2.0

Major Household Appliances 19,561,566 63,301,470 3.2

Small Electric Appliances 8,566,673 10,579,559 1.2

Televisions, Video Recorders, Video Cameras 21,681,197 60,105,428 2.8

Audio Equipment, Musical Instruments, and Supplies 35,803,324 89,228,521 2.5

Furniture and Sleep Equipment 47,466,600 90,856,542 1.9

Flooring & Floor Coverings 18,544,779 77,172,384 4.2

Computer Hardware, Software and Supplies 66,836,205 191,367,969 2.9

Kitchenware and Home furnishings 37,027,718 74,782,471 2.0

Jewelry 36,091,780 59,344,375 1.6

Books 19,411,119 18,222,766 0.9

Photographic Equipment & Supplies 6,727,239 6,537,160 1.0

Toys, Hobby Goods, and Games 23,940,249 37,988,170 1.6

Optical Goods 6,116,344 18,584,719 3.0

Sporting Goods 38,395,783 75,355,832 2.0

Hardware Tools, and Plumbing and Electrical Supplies 147,137,003 281,897,234 1.9

Lumber and Building Materials 116,048,415 263,134,679 2.3

Paint and Sundries 18,830,255 47,177,986 2.5

Cars, Trucks, and Other Powered Transportation 410,312,735 1,045,011,729 2.5

Automotive Fuels 219,472,939 421,196,594 1.9

Automotive Lubricants 85,220,660 172,595,742 2.0

Pets, Pet Foods, and Pet Supplies 10,991,910 13,049,768 1.2

All Other Merchandise 85,991,737 150,879,597 1.8



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 3 provides the leakage/surplus indices and following is the sales potential and actual sales for major store types.

Figure 3. Leakage/Surplus Index and Actual and Potential Sales by Major Store Types

Store Type Potential Actual Sales Leakage/Surplus Index

Motor Vehicle & Parts Dealers 517,466,505 1,283,053,832 2.48

Furniture & Home Furnishings Stores 68,063,265 205,491,398 3.02

Electronics & Appliances Stores 68,152,938 300,863,857 4.41

Building Material & Garden Equipment & Supply Dealers 264,012,065 556,531,772 2.11

Food & Beverage Stores 347,390,494 408,784,496 1.18

Health & Personal Care Stores 120,993,870 128,602,090 1.06

Clothing & Clothing Accessories Stores 147,249,154 330,369,206 2.24

Sporting Goods, Hobby, Book, & Music Stores 55,222,054 94,783,947 1.72

General Merchandise Stores 345,997,670 334,577,983 0.97

Miscellaneous Store Retailers 67,722,565 80,162,529 1.18

Foodservice & Drinking Places 284,181,665 536,744,428 1.89

GAFO 711,942,414 1,303,717,553 1.83

Total Retail Sales (Including Food Service & Drinking Places) 2,998,394,659 5,563,683,091 1.86

* GAFO refers to discount retailers that typically include the following departments: general merchandise; clothing and clothing accessories; furniture and home furnishings; electronics and appliances; sporting goods, hobby, books and music; and office supplies.



Leakage/Surplus Analysis by Sub-Categories of Major Retail Types

Additional leakage/surplus details are provided on subcategories of stores in each of the twelve major store types. These details can help further identity possible business expansion opportunities.

Motor Vehicle and Parts Dealers Potential Actual Sales Leakage/Surplus Index

Automotive Dealers 444,812,101 1,095,352,376 2.46

Other Motor Vehicle Dealers 32,693,470 92,350,804 2.82

Automotive Parts, Accessories, & Tire Stores 39,960,932 95,350,651 2.39

Motor Vehicle & Parts Dealers 517,466,505 1,283,053,832 2.48



Electronics and Appliance Stores Potential Actual Sales Leakage/Surplus Index

Household Appliances Stores 10,307,489 43,006,978 4.17

Radio Television and Other Electronics Stores 41,578,736 172,290,755 4.14

Appliance, Television, and Other Electronics Stores 51,886,225 215,297,734 4.15

Computer and Software Stores 13,760,354 83,611,108 6.08

Camera & Photographic Equipment Stores 2,506,358 1,955,014 0.78

Electronics & Appliances Stores 68,152,938 300,863,857 4.41



Furniture and Home Furnishings Stores Potential Actual Sales Leakage/Surplus Index

Furniture Stores 37,902,427 72,389,115 1.91

Home Furnishing Stores 30,160,837 133,102,282 4.41

Furniture & Home Furnishings Stores 68,063,265 205,491,398 3.02



Building Material, Garden Equipment and Supply Dealers

PotentialActual Sales

Leakage/Surplus Index

Home Centers 97,366,235 274,911,100 2.82

Paint and Wallpaper Stores 5,749,260 16,158,600 2.81

Hardware Stores 20,979,192 16,293,938 0.78

Building Materials, Lumberyards 41,099,168 79,655,281 1.94

Other Building Materials Dealers 118,086,229 233,585,533 1.98

Building Material & Supply Dealers 242,180,917 540,949,171 2.23

Outdoor Power Equipment Stores 3,181,463 2,030,039 0.64

Nursery and Garden Centers 18,649,684 13,552,561 0.73

Lawn and Garden Equipment and Supplies Stores 21,831,147 15,582,601 0.71

Building Material & Garden Equipment & Supply Dealers 264,012,065 556,531,772 2.11



Food and Beverage Stores Potential Actual Sales Leakage/Surplus Index

Supermarkets and Other Grocery (except Convenience) Stores

301,134,824 344,159,922 1.14

Convenience Stores 14,706,748 20,284,449 1.38

Grocery Stores 315,841,572 364,444,372 1.15

Specialty Food Stores 10,428,830 29,166,759 2.80

Beer, Wine, & Liquor Stores 21,120,090 15,173,364 0.72

Food & Beverage Stores 347,390,494 408,784,496 1.18



Health and Personal Care Stores Potential Actual Sales Leakage/Surplus Index

Pharmacies and Drug Stores 104,421,252 94,052,155 0.90

Cosmetics, Beauty Supplies and Perfume Stores 4,035,025 6,433,137 1.59

Optical Goods Stores 5,114,758 17,579,956 3.44

Other Health and Personal Care Stores 7,422,835 10,536,840 1.42

Health & Personal Care Stores 120,993,870 128,602,090 1.06



Clothing and Clothing Accessories Stores Potential Actual Sales Leakage/Surplus Index

Mens Clothing Stores 6,869,989 14,889,942 2.17

Womens Clothing Stores 27,230,027 74,548,300 2.74

Childrens and Infants Clothing Stores 6,050,011 11,646,006 1.93

Family Clothing Stores 56,733,346 111,771,962 1.97

Clothing Accessories Stores 2,417,926 4,548,607 1.88

Other Clothing Stores 6,847,545 37,687,182 5.50

Clothing Stores 106,148,846 255,092,002 2.40

Shoe Stores 19,931,227 31,278,994 1.57

Jewelry Stores 19,583,311 34,836,611 1.78

Luggage, & Leather Goods Stores 1,585,768 9,161,597 5.78

Jewelry, Luggage, & Leather Goods Stores 21,169,079 43,998,209 2.08

Clothing & Clothing Accessories Stores 147,249,154 330,369,206 2.24



Sporting Goods, Hobby, Book and Music Stores

Potential Actual Sales Leakage/Surplus Index

Sporting Goods Stores 18,835,813 32,153,349 1.71

Hobby, Toys and Games Stores 11,368,655 25,163,272 2.21

Sew/Needlework/Piece Goods Stores 3,005,321 3,780,904 1.26

Musical Instrument and Supplies Stores 3,946,214 10,467,185 2.65

Sporting Goods, Hobby, & Musical Instrument Stores 37,156,005 71,564,713 1.93

Book Stores 11,544,023 10,998,861 0.95

News Dealers and Newsstands 513,280 17,098 0.03

Book Stores and News Dealers 12,057,303 11,015,959 0.91

Prerecorded Tape, Compact Disc, and Record Stores 6,008,745 12,203,273 2.03

Book, Periodical, & Music Stores 18,066,048 23,219,233 1.29

Sporting Goods, Hobby, Book, & Music Stores 55,222,054 94,783,947 1.72



General Merchandise Stores Potential Actual Sales Leakage/Surplus Index

Department Stores excluding leased depts. 166,689,198 258,209,873 1.55

Warehouse Clubs and Super Stores 154,286,097 0 0.00

All Other General Merchandise Stores 25,022,374 76,368,110 3.05

Other General Merchandise Stores 179,308,471 76,368,110 0.43

General Merchandise Stores 345,997,670 334,577,983 0.97



Miscellaneous Store Retailers Potential Actual Sales Leakage/Surplus Index

Florists 4,846,629 4,989,578 1.03

Office Supplies and Stationery Stores 15,344,575 19,437,179 1.27

Gift, Novelty, and Souvenir Stores 11,912,756 18,193,981 1.53

Office Supplies, Stationery, & Gift Stores 27,257,331 37,631,160 1.38

Used Merchandise Stores 6,271,056 8,024,016 1.28

Other Miscellaneous Store Retailers 29,347,548 29,517,773 1.01

Miscellaneous Store Retailers 67,722,565 80,162,529 1.18



Foodservice and Drinking Places Potential Actual Sales Leakage/Surplus Index

Full-service Restaurants 130,564,988 330,690,945 2.53

Limited-service Eating Places 116,747,415 164,694,119 1.41

Special Foodservices 23,850,121 28,306,929 1.19

Drinking Places -Alcoholic Beverages 13,019,140 13,052,433 1.00

Foodservice & Drinking Places 284,181,665 536,744,428 1.89



Sources and Methodology

Household demand estimates are derived by combining data from the Consumer Expenditures Survey by the Bureau of Labor Statistics with current household demographic estimates from Claritas. The demand estimates only account for household expenditures. Demand is defined as the estimated dollar amount spent by a household that resides in the area of analysis for a specified retail store type or merchandise line item.

Supply estimates are generated from the Census of Retail Trade, a component of the Economic Census. County-level sales tax data is allocated to low levels of geography using business sales estimates, business locations, and employee counts provided by Claritas' Business Facts® database. Supply includes all products sold at retail outlets in a specified area for a one-year period. Supply is defined as the estimated total retail sales for a retail store type or merchandise line item.

Source: Retail Market Power (Claritas).

Appendix B:

Demographic Report

DemographicsAnalysis Geography: Melrose St & Crowther Ave

Placentia, CA Date: 2/13/2009

7 Min Drive TimePopulation Profile

2012 Projection2007 Estimate2000 Census1990 Census

197,969

154,662

189,369179,631

Household Profile

2012 Projection2007 Estimate2000 Census1990 Census

60,08458,35656,55352,875

Work Place Population7 Min Drive

Time

Total 132,453

Population Change

Growth 1990-2000 % Growth 2000-2007 % Growth 5 Year Proj %

15%

10%

5%

0%

Househo ld Change

Growth 1990-2000 % Growth 2000-2007 % Growth 5 Year Proj %

5%

0%

PRIZM® is a registered trademark of Nielsen Claritas.PRIZM® segment names (Blue Blood Estates™, Big Sky Families™, Country Squires™, etc.) are trademarks of Nielsen Claritas.Business Data Source: Nielsen Claritas, infoUSA, Inc., Copyright 2009.Shopping Center Data:Copyright 2009 Nielsen Claritas and its Licensors.All Rights Reserved.Consumer Buying Power™: Nielsen Claritas, Global Insight, Copyright 2009.Retail Market Power™ :Nielsen Claritas, Global Insight, Copyright 2009.MRI Profiles: Nielsen Claritas, Mediamark Research, Inc., Copyright 2009.TANA: Nielsen Claritas., Tele Atlas North America, Inc. (TANA), Copyright 2009.Traffic Data: Nielsen Claritas., MPSI Systems,

Inc./DataMetrix, Copyright 2009.Page: 1



Population By Race (Current)

WhiteBlackAmerican IndianAsianPacific IslanderOtherTwo Or More

Total Population By Race

108,4963,9791,881

21,619484

44,3188,592

189,369

7 Min Drive Time

Population By Hispanic Origin (Current)7 Min Drive

Time

Hispanic OriginNon Hispanic Origin 96,144

93,225

Population By Race (Current)

White Black American Indian Asian Pacific Islander Other Two Or More

60% 55% 50% 45% 40% 35% 30% 25% 20% 15% 10% 5% 0%





Population By Age (Current)7 Min Drive

Time

0 to 4 years5 to 9 years10 to 14 years15 to 17 years18 to 20 years21 to 24 years25 to 34 years35 to 44 years45 to 49 years50 to 54 years55 to 59 years60 to 64 years65 to 74 years75 to 84 years85+ Years

Total Population By AgeAverage Age

15,49714,46514,2057,7258,558

12,03229,25429,53613,10210,8359,1987,5119,7345,5682,149

189,369

34.1

Median Age 33.5

Population By Age (Current)

0 - 4

Yea

rs

5 - 9

Yea

rs

10 -

14 Y

ears

15 -

17 Y

ears

18 -

20 Y

ears

21 -

24 Y

ears

25 -

34 Y

ears

35 -

44 Y

ears

45 -

49 Y

ears

50 -

54 Y

ears

55 -

59 Y

ears

60 -

64 Y

ears

65 -

74 Y

ears

75 -

84 Y

ears

85+

Yea

rs

15%

10%

5%

0%





Households By Income (Current)7 Min Drive

Time

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 +

Total Households By IncomeAverage Household IncomePer Capita Income $29,830

$76,712

58,356

333769

3,8949,1418,227

12,2799,0915,6074,5554,460

Median Household Income $65,109

Househo lds By Income (Current)

Under $15

K

15K - 25K

25K - 35K

35K - 50K

50K - 75K

75K - 100

K

100K - 15

0K

150K - 25

0K

250K - 50

0K

500K +

22.87% 21.23% 19.6%

17.97% 16.33% 14.7%

13.07% 11.43%

9.8% 8.17% 6.53% 4.9%

3.27% 1.63%

0%





Housing Units By Occupancy (Current)7 Min Drive

Time

Owner - OccupiedRenter - OccupiedVacant

Owner - Occupied Property Values (Current)

2.7%47.0%50.3%

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 +

Total Owner - Occupied Property Values

189292363357204274289

1,1372,5455,249

13,6384,0561,553

30,146

Median Property Value 515,634

Owner - Occupied Property Values (Current)

Under 20K

20K - 40K

40K - 60K

60K - 80K

80K - 100

K

100K - 15

0K

150K - 20

0K

200K - 30

0K

300K - 40

0K

400K - 50

0K

500K - 75

0K

750K - 10

00K

1000K

+

51.89% 46.13% 40.36% 34.6%

28.83% 23.06% 17.3%

11.53% 5.77%

0%



Placentia Economic Development Committee

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