MARKET RESEARCH AND STRATEGIC PLAN. We make retail happen.

Transcription

1 MARKET RESEARCH AND STRATEGIC PLAN We make retail happen.

2 TABLE OF CONTENTS Section I Section II Section III Section IV Section V Section VI Section VII Section VIII National Industry Overview Retail Expansion Plans & Process Market Analysis Peer Analysis GAP Analysis a. City Boundaries b. Cahaba Heights c. Liberty Park d. Patchwork Farms Retail Recruitment Prospects Focus Areas Maps & Aerials th Street South, Suite 201 Birmingham, AL (205)

3 TRENDS SALES th Street South Suite 201 Birmingham, Alabama (205)

4 TRENDS SALES th Street South Suite 201 Birmingham, Alabama (205)

5 TRENDS VACANCY RATES th Street South Suite 201 Birmingham, Alabama (205)

6 TRENDS GROWTH CATEGORIES th Street South Suite 201 Birmingham, Alabama (205)

7 RETAIL EXPANSION F o r m u l a f o r R e t a i l E x p a n s i o n : E s t i m a t e d S a l e s l e s s E s t i m a t e d C o s t e q u a l s E s t i m a t e d P r o f i t I S I T P R O F I T A B L E T O O P E N A N E W L O C A T I O N? E x p a n s i o n H a p p e n s W h e n : R e t a i l C o n c e p t i s E x p a n d i n g N e w L o c a t i o n W i l l N o t C a n n i b a l i z e E x i s t i n g S t o r e s E s t i m a t e d P r o f i t i s H i g h e r t h a n C o m p e t i n g L o c a t i o n s

8 MARKET ANALYSIS TAPESTRY SEGMENTATION ANALYSIS PEER ANALYSIS RETAIL SPENDING REPORTS Consumer Expenditures Retail GAP Analysis RETAIL VOID ANALYSIS PROJECT AND DOCUMENT MANAGEMENT DEMOGRAPHIC REPORTS Detailed Demographics Age by Gender Age by Income Household Wealth Income and Disposable Income Consumer Behaviors Consumer Attitudes th Street South, Suite 201 Birmingham, AL (205)

9 VESTAVIA HILLS TRADE AREAS- CITY BOUNDARY th Street South Suite 201 Birmingham, Alabama (205)

10 CAHABA HEIGHTS IMMEDIATE TRADE AREA th Street South Suite 201 Birmingham, Alabama (205)

11 LIBERTY PARK IMMEDIATE TRADE AREA th Street South Suite 201 Birmingham, Alabama (205)

12 PATCHWORK FARMS IMMEDIATE TRADE AREA th Street South Suite 201 Birmingham, Alabama (205)

13 MARKET ANALYSIS- SNAPSHOT 2013 Population 2018 Proj. Population Avg. HH Income Avg. Disposable Inc. LEGEND 34,307 34,768 $149,821 $ 86,669 Vestavia City Boundaries 12,961 12,827 $170,829 $ 96,200 Cahaba Heights Trade Area 2013 Population 2018 Proj. Population Avg. HH Income Avg. Disposable Inc. LEGEND 6,266 6,647 $208,721 $109,690 Liberty Park Trade Area 6,591 6,763 $106,929 $ 70,555 Patchwork Farms Trade Area th Street South, Suite 201 Birmingham, AL (205)

14 DEMOGRAPHIC HIGHLIGHTS CITY OF VESTAVIA HILLS th Street South, Suite 201 Birmingham, AL (205)

15 DEMOGRAPHIC HIGHLIGHTS CITY OF VESTAVIA HILLS th Street South, Suite 201 Birmingham, AL (205)

16 DEMOGRAPHIC HIGHLIGHTS CITY OF VESTAVIA HILLS th Street South, Suite 201 Birmingham, AL (205)

17 DEMOGRAPHIC HIGHLIGHTS - TOP TAPESTRY SEGMENTS In Style Residents stay fit by exercising, eating a healthy diet to control their weight, buying low-fat foods, and taking vitamins. They attend live musical performances and gamble at casinos. They take domestic vacations to hike, golf, and go backpacking. Metropolitans These residents pursue an active, urbane lifestyle. They travel frequently for business and pleasure. They listen to jazz, classical, public, and alternative music radio. They go to rock concerts, watch foreign films on DVD, read women s fashion magazines, and play a musical instrument. They also practice yoga and go kayaking, hiking/backpacking, and water and snow skiing. Exurbanites To improve their properties, Exurbanites residents work on their homes, lawns, and gardens. They buy lawn and garden care products, shrubs, and plants. Although they will also work on home improvements such as interior and exterior painting, they hire contractors for more complicated projects. They are very physically active; they lift weights, practice yoga, and jog to stay fit. They also go boating, hiking, and kayaking; play Frisbee; take photos; and go bird watching. When vacationing in the United States, they hike, downhill ski, play golf, attend live theater, and see the sights th Street South, Suite 201 Birmingham, AL (205)

18 DEMOGRAPHIC HIGHLIGHTS - TOP TAPESTRY SEGMENTS Suburban Splendor A main focus is home improvement and remodeling projects done mostly by contractors, although residents will tackle interior painting jobs. They own a wide array of electric tools that they may or may not use regularly. Residents hire a lawn maintenance service to cut the grass but like to plant their own shrubs and trees; treat their lawn with fertilizer, weed control, or insecticide; and sow grass seed. They have all the latest electronic gadgets including digital camcorders, video game systems, projection screen TVs, and numerous cell phones. Boomburbs Boomburbs is the top segment for buying household furnishings, toys and games, men s business and casual clothes, big-screen TVs, cars, and trees. This is also the top market to own big-screen TVs, DVD players, digital camcorders th Street South, Suite 201 Birmingham, AL (205)

19 DEMOGRAPHIC HIGHLIGHTS - TOP TAPESTRY SEGMENTS Retirement Communities With more time to spend on leisure activities and hobbies, residents play musical instruments, paint or draw, work crosswords, play bingo, or attend adult education classes. They also visit museums, attend the theater, go dancing, practice yoga, go canoeing, and play golf. They will travel to gamble in Atlantic City or to visit Disney World. They attend sports events such as golf tournaments, tennis matches, and baseball games. They spend time with their grandchildren and spoil them with toys. Enterprising Professionals They love to travel abroad and in the United States often. They play video games, visit theme parks, jog, and swim. They read computer, science, and technology magazines and listen to alternative, public-all-talk, and sports radio. They eat out at Cheesecake Factory and Chili s Grill and Bar. They shop for groceries at stores such as Publix and Albertson s th Street South, Suite 201 Birmingham, AL (205)

20 PEER ANALYSIS City State Population (2013) Population (2018) Households (2013) (Avg. Hhd) Income (2013) (Avg. Hhd) Total Retail Exp. (2013) Germantown TN 39,478 41,060 15,378 $137,809 $37,632 Friendswood TX 37,038 40,118 13,151 $113,441 $32,522 Peachtree City GA 35,150 37,101 13,116 $101,928 $30,446 Milton GA 34,757 39,989 12,272 $138,102 $37,561 Vestavia Hills AL 34,077 34,182 14,165 $121,396 $34,409 Fruit Cove FL 31,173 35,693 10,514 $109,999 $32,236 Evans GA 30,902 35,620 10,743 $104,110 $30,935 Cooper City FL 29,605 32,246 9,988 $105,878 $31,168 Winter Park FL 28,947 31,681 12,617 $105,801 $31,123 Above is the Peer Analysis which focuses on identifying cities across the United States that are most similar to the City of Vestavia Hills from an economic and demographic perspective. Once these peers are identified, we can then identify retailers that have shown a propensity to locate in comparable communities. This research tool is effective for isolating the most likely retail recruitment prospects for the City of Vestavia Hills. Insert City Logo th Street South Suite 201 Birmingham, Alabama

21 GAP ANALYSIS- CITY OF VESTAVIA HILLS Category General Merchandise/ Department Stores Gap # of Retailers Potential Square Feet $121,300, ,000 Clothing Stores $16,500, ,000 Building Materials $14,400, ,000 Restaurants $11,600, ,000 Sporting Goods/ Hobby Electronics and Appliance $8,500, ,000 $6,500, ,000 Home Furnishings $4,100, ,000 Office Supplies $4,000, ,000 Shoes $3,800, ,000 Jewelry $3,000, ,000 The Gap Analysis is a summary of the primary spending Gaps segmented by retail category. It measures actual consumer expenditures within the City s trade area and compares it to the potential retail revenue generated by retailers in the same area. The difference between the two numbers reflects leakages, or the degree to which consumers travel outside the community for certain retail goods and services. The Gap analysis is a useful tool to gauge retail supply and demand within the community. The summary includes the Number of Retailers Targeted in Plan. These figures represent the number of retailers potentially required to fill the particular Gap in each category. TOTAL $193,700, ,000 SF th Street South Suite 201 Birmingham, Alabama

22 GAP ANALYSIS- CAHABA HEIGHTS Category General Merchandise Gap # of Retailers Potential Square Feet $54,000, ,000 Restaurants $14,200, ,000 Building Materials/ Hardware $8,100, ,000 Home Furnishings $4,500, ,000 Clothing Stores $4,300, ,000 Sporting Goods/ Hobby $4,000, ,000 Jewelry $1,800, ,000 The Gap Analysis is a summary of the primary spending Gaps segmented by retail category. It measures actual consumer expenditures within the City s trade area and compares it to the potential retail revenue generated by retailers in the same area. The difference between the two numbers reflects leakages, or the degree to which consumers travel outside the community for certain retail goods and services. The Gap analysis is a useful tool to gauge retail supply and demand within the community. The summary includes the Number of Retailers Targeted in Plan. These figures represent the number of retailers potentially required to fill the particular Gap in each category. Shoes $1,500, ,000 Office Supplies/ Stationary $1,700, ,000 TOTAL $94,100, ,000 SF th Street South Suite 201 Birmingham, Alabama

23 GAP ANALYSIS- LIBERTY PARK Category General Merchandise Gap # of Retailers Potential Square Feet $24,500, ,000 Grocery $13,000, ,000 Health and Personal (Pharmacy) Limited Service Restaurants $8,000, ,000 $5,900, ,000 Clothing Stores $4,700, ,000 Building Materials/ Hardware Electronics and Appliance Sporting Goods/ Hobby $3,000, ,000 $3,000, ,000 $2,400, ,500 The Gap Analysis is a summary of the primary spending Gaps segmented by retail category. It measures actual consumer expenditures within the City s trade area and compares it to the potential retail revenue generated by retailers in the same area. The difference between the two numbers reflects leakages, or the degree to which consumers travel outside the community for certain retail goods and services. The Gap analysis is a useful tool to gauge retail supply and demand within the community. The summary includes the Number of Retailers Targeted in Plan. These figures represent the number of retailers potentially required to fill the particular Gap in each category. Total $64,500, ,500 SF th Street South Suite 201 Birmingham, Alabama

24 GAP ANALYSIS- PATCHWORK FARMS Category General Merchandise Grocery/ Specialty Market Limited Service Restaurants Gap # of Retailers Potential Square Feet $25,000, ,000 $12,000, ,000 $6,200, ,000 Clothing Stores $5,000, ,000 Health and Personal (Pharmacy) Building Materials/ Hardware $4,500, ,000 $3,000, ,000 Total $55,700, ,000 SF The Gap Analysis is a summary of the primary spending Gaps segmented by retail category. It measures actual consumer expenditures within the City s trade area and compares it to the potential retail revenue generated by retailers in the same area. The difference between the two numbers reflects leakages, or the degree to which consumers travel outside the community for certain retail goods and services. The Gap analysis is a useful tool to gauge retail supply and demand within the community. The summary includes the Number of Retailers Targeted in Plan. These figures represent the number of retailers potentially required to fill the particular Gap in each category th Street South Suite 201 Birmingham, Alabama

25 RETAIL RECRUITMENT PROSPECTS Insert City Logo th Street South Suite 201 Birmingham, Alabama

26 RETAIL IN VESTAVIA HILLS- HIGHWAY th Street South, Suite 201 Birmingham, AL (205)

27 RETAIL IN VESTAVIA HILLS- ROCKY RIDGE ROAD th Street South, Suite 201 Birmingham, AL (205)

28 RETAIL IN VESTAVIA HILLS- CAHABA HEIGHTS th Street South, Suite 201 Birmingham, AL (205)

29 RETAIL IN VESTAVIA HILLS- CAHABA HEIGHTS th Street South, Suite 201 Birmingham, AL (205)

30 RETAIL IN VESTAVIA HILLS- PATCHWORK FARMS th Street South, Suite 201 Birmingham, AL (205)

31 REDEVELOPMENT ZONES th Street South Suite 201 Birmingham, Alabama (205)

32 REDEVELOPMENT ZONES th Street South Suite 201 Birmingham, Alabama (205)

33 REDEVELOPMENT ZONES th Street South Suite 201 Birmingham, Alabama (205)

34 REDEVELOPMENT ZONES th Street South Suite 201 Birmingham, Alabama (205)

35 REDEVELOPMENT ZONES th Street South Suite 201 Birmingham, Alabama (205)

36 FOCUS AREAS/ OBJECTIVES 1. CREATE NEW RECRUITMENT STRATEGY FOR RETAIL ON HIGHWAY 31 CORRIDOR a. CONDUCT LONG TERM LAND HIGHEST AND BEST USE STUDY b. IMPROVE MIX OF RETAILERS a. PRO-ACTIVELY TARGET IDENTIFIED RETAILERS b. IDENTIFY AND ENGAGE KEY PROPERTY OWNERS c. ENGAGE LOCAL BROKERAGE COMMUNITY d. ENGAGE DEVELOPERS 2. CREATE NEW RECRUITMENT STRATEGY FOR CAHABA HEIGHTS a. CONDUCT LONG TERM LAND HIGHEST AND BEST USE STUDY b. IMPROVE MIX OF RETAILERS a. PRO-ACTIVELY TARGET IDENTIFIED RETAILERS b. IDENTIFY AND ENGAGE KEY PROPERTY OWNERS c. ENGAGE LOCAL BROKERAGE COMMUNITY d. ENGAGE DEVELOPERS 3. CREATE A LONG TERM RECRUITMENT STRATEGY FOR PATCHWORK FARMS a. IDENTIFY AND TARGET BOUTIQUE GROCERS b. IDENTIFY AND TARGET PHARMACY RETAILERS AND DEVELOPERS c. CREATE A BOUTIQUE SHOP TENANT STRATEGY AND RECRUITMENT PLAN th Street South Suite 201 Birmingham, Alabama

37 FOCUS AREAS/ OBJECTIVES 4. REDEVELOPMENT OPPORTUNITIES ON ROCKY RIDGE ROAD a. CONDUCT LONG TERM LAND HIGHEST AND BEST USE STUDY a. PRO-ACTIVELY TARGET IDENTIFIED RETAILERS b. IDENTIFY AND ENGAGE KEY PROPERTY OWNERS c. ENGAGE LOCAL BROKERAGE COMMUNITY d. ENGAGE DEVELOPERS 5. CREATE A LONG TERM RECRUITMENT STRATEGY FOR LIBERTY PARK a. Destination Restaurants b. Specialty Market c. Fashion th Street South Suite 201 Birmingham, Alabama

38 TAPESTRY DOMINANT SEGMENTATION GROUP th Street South Suite 201 Birmingham, Alabama (205)

39 THEMATIC MAP 2013 POPULATION IN HOUSEHOLDS th Street South Suite 201 Birmingham, Alabama (205)

40 THEMATIC MAP 2013 AVERAGE HOUSEHOLD INCOME th Street South Suite 201 Birmingham, Alabama (205)

41 THEMATIC MAP 2013 TOTAL HOUSEHOLDS th Street South Suite 201 Birmingham, Alabama (205)

42 VESTAVIA HILLS PROPERTY CATALOG 1. Park South Plaza 1425 Highway 31 Barber Companies For Lease: 12,000 sf 10,355 sf 10,000 sf 5,090 sf 4,610 sf 2,000 sf (4) Columbiana Crossings 2120 Columbiana Road A. Lichtenstein Co For Lease: 2,000 sf 2. CenterStage Building 1020 Montgomery Highway EGS Commercial For Lease: 8,000 sf 3. Vestridge Commons Shopping Center 1360 Montgomery Highway Engel Realty For Lease: 7,500 sf 4.

43 VESTAVIA HILLS PROPERTY CATALOG Rocky Ridge Road Southpace Properties For Lease: 1,750 sf 6. Public Works Facility 1285 Montgomery Highway NAI Chase Commercial For Sale: 2.56 Acres 1037 Montgomery Highway Graham & Co For Sale: 3.34 Acres Vestavia City Center 652 Montgomery Highway Blackwater Resources For Lease: