Princeton Market Area Profile

EXTENSION CENTER FOR COMMUNITY VITALITY

Princeton Market Area Profile A RETAIL AND SERVICE MARKET ANALYSIS OF THE PRINCETON AREA

Authored by Liz Templin and Ryan Pesch

PROGRAM SPONSORS: MILLE LACS COUNTY, PRINCETON AREA CHAMBER OF COMMERCE, CITY OF PRINCETON

PRINCETON MARKET AREA PROFILE

We would like to give special thanks to all participating businesses and members of the local retail study group for the input and direction they provided for the project:

Katey Coull, Store Manager, Walmart

Dan Erickson, Erickson Asphalt

Jolene Foss, City of Princeton

Elaine Hierlinger, Hierlinger’s Shoes

Carol Ossell, Ossell’s Fine Apparel

Karen Michels, Princeton Area Chamber of Commerce

Princeton Market Area Profile A RETAIL AND SERVICE MARKET ANALYSIS OF THE PRINCETON AREA

June 2016

Authored by Liz Templin and Ryan Pesch, Extension Educators, Center for Community Vitality

Editor: Elyse Paxton, Center for Community Vitality

© 2016 Regents of the University of Minnesota. All rights reserved. University of Minnesota Extension is an equal opportunity educator and employer. In accordance with the Americans with Disabilities Act, this material is available in alternative formats upon request. Direct requests to the Extension Store at 800‐876‐8636. Printed on recycled and recyclable paper with at least 10 percent postconsumer waste material.

Table of Contents INTRODUCTION 4 Geographic Area for Analysis 4 POTENTIAL BUSINESS OPPORTUNITIES Family Restaurant 5 Deli 5 Gas Station 6 Spa 6 Musical Instruments Store 7 Hobby, Toy & Game Store 7 Handmade Leather Goods 7 Beauty Supply Store 8 Natural, Organic Dry Cleaners 8 TRADE AREA GAP ANALYSIS 9 BUSINESS MIX ANALYSIS 13 MARKET PROFILE DEMOGRAPHICS 14 Age 14 Race and Ethnicity 14 Household Composition 15 Housing Units 15 Education 15 Occupation 16 Household Income 16 Household Net Worth 17 Age of Head of Household 17 Median Household Net Worth by Age of Head of Household 17 COMMUTING PATTERNS 19 TAPESTRY SEGMENTATION AREA PROFILE 21 ADULT PSYCHOGRAPHICS 25 HOUSEHOLD BUDGET INDEX 26 APPENDIX 27 A. Esri Methodology 27 B. Retail and Service Business Categories by NAICS Code Definitions 28 C. Princeton Businesses in Trade Area 32 D. Business Mix Analysis for cities 2,500 – 4,999 Population 38 E. Market Area Profile Data 42

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F. LifeStyle Profile: Green Acres 49 G. LifeStyle Profile: Heartland Communities 52 H. LifeStyle Profile: Middleburg 55 I. LifeStyle Profile: Salt of the Earth 58 J. LifeStyle Profile: Soccer Moms 61 K. LifeStyle Profile: Southern Satellites 64 L. LifeStyle Profile: Traditional Living 67 M. LifeStyle Profile: Up and Coming Families 70

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INTRODUCTION

University of Minnesota Extension created the Market Area Profile (MAP) program to assist Minnesota communities in developing their retail and service sectors. The purpose of this report is to provide existing businesses, potential businesses, and economic development organizations with information that will help their individual market and business strategies.

Extension staff created this report through secondary data and an analysis compiled through Business Analyst, a Geographic Information System (GIS) software program from Esri (www.Esri.com), along with the U.S. Census. Esri synthesizes national market research data every year from almost 26,000 adult consumers through in-home, face-to-face interviews about their media choices, demographics, lifestyles and attitudes, and usage of almost 6,000 products in 550 categories. Since the major customer for these data are national brands, information is not collected for independent business categories, such as antique stores, attorneys, dental offices, etc. For more information about Esri and the survey data, see Appendix A.

GEOGRAPHIC AREA FOR ANALYSIS

Extension generated all reports and analysis for this report based on the 7-mile boundary around Princeton, including the trade area gap analysis, business mix analysis, market profile demographics, commuting patterns, and tapestry segmentation (Figure 1). This area was selected as the primary convenience shopping area for residents in the immediate vicinity. The city of Princeton is defined as this 7-mile radius throughout the report.

Figure 1: Area used for analysis (7-mile radius from center of Princeton).

7 mile radius around Princeton

Population: 18, 430

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POTENTIAL BUSINESS OPPORTUNITIES

After reviewing the demographics, retail trade gap, and Esri Tapestry LifeStyle profile of Princeton, the study group added their own knowledge of the community to identify the following perceived retail opportunities: a family restaurant, a deli, a gas station, a spa, a musical instruments store, a hobby, toy, and game store, a handmade leather goods store, a beauty supply store, and a natural, organic dry cleaners.

Using extensive databases, Esri measures the relative likelihood of adults in a specified trade area to purchase various products and services based on the local demographic composition. The authors added data from Esri, where available, to information provided by the study group.

Family Restaurant

The Trade Area Gap Analysis shows Princeton has the potential to support 15.2 full-service restaurants, but only 11 currently exist. The retail committee also noted a lack of evening family dining options other than fast food restaurants. Based on the lifestyle modes calculated by Esri, nearly a third of Princeton area residents frequent a family restaurant at least weekly (Figure 2). About half of the meals in family restaurants are dinner (Figure 3).

The committee noted successful current family dining restaurants in town are open for breakfast

and lunch, and they wondered about the barriers these or other family restaurants faced being open for dinner.

Not in last 6 mo20%

Less than

weekly48%

Weekly32%

0% 20% 40% 60%

Dinner

Lunch

Breakfast

Figure 2: Family Dining Frequency Past Six Months (Source: Esri)

Figure 3: Family Dining Meals Past Six Months (Source: Esri)

0% 10% 20% 30% 40% 50%

Weekend

Weekday

Figure 4: Family Dining Days of the Week Past Six Months (Source: Esri)

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0% 20% 40% 60%

25-34

35-44

45-54

55-64

65-74

75 +

Figure 5: Net Worth Over $250,000 by Age of Head of Household (Source: Esri)

Recruiting a family restaurant is a common desire of city residents. Anecdotal evidence from other cities suggests restaurateurs experience weekend sales but limited sales on weekday nights. According to Esri’s analysis of Princeton lifestyles, dining would be heavier on weekends than weekdays (Figure 4).

Deli

Walmart customers have requested a service deli with freshly sliced meat, cheeses, and snack items. While the store does lease areas to other establishments, its current footprint is too small to accommodate all requests. If the store expanded in the future, however, a deli is possible.

Gas Station

The study committee reported that Long Siding Bar & Grill receives questions nearly every week about where to buy gas. They tell customers to either drive another 10 miles north or return to Princeton. The two existing gas stations, Marathon & BP, are on the west side of 169, making it difficult to access. Those on the east side of the highway are too far into town for travelers to see them. It would be ideal, then, to have a station on the east side of 169, north of Princeton, to encourage people to exit the highway and, perhaps, visit the city.

Spa

Spas, in this Trade Area Gap Analysis, are included in “Other personal care services,” along with a variety of other businesses, including tattooing and piercing. Princeton has a demand for nine personal care services businesses, but only has a current supply of seven.

Princeton has several locations that offer massages in combination with other services, such as hair care. But residents who want a high-end spa experience must drive an hour away, and both traffic and weather conditions can eliminate the goal of relaxing at a spa. The retail committee and several local demographics, however, suggest there may be a market for a high-end spa in Princeton.

Eighteen percent of the Princeton population are millennials (ages 18-36), who value and are willing to spend money on experiences. Between a quarter and a half of households headed by persons over age 35 have a net worth more than $250,000 (Figure 5).

Of the spa-related services measured by Esri, pedicures were the most purchased service (Figure 6). Note that services are not mutually exclusive (e.g., a customer could have purchased all services during a single visit).

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0% 5% 10% 15%

Educational Toy

Board Game

Water Toy

Car

Electronic Game

Figure 6: Services Purchased During Past Six Months (Source: Esri)

Princeton also has a cluster of businesses that cater to a unique shopping experience for women, making them a tourist destination. A spa has the potential to be an additional reason for customers to visit the community.

Musical Instruments

The committee observed that students must travel of town to purchase their musical instruments. A staff member at the school suggested there may be a local market to support this type of business. Providing lessons to students may also be a valued added service, in addition to instrument sales.

Hobby, Toy, & Game Store

The study committee recommended a hobby, toy, and game store to sell items like doll houses, trains, and collectables (similar to HobbyTown).

Esri’s Lifestyle Profile analysis includes information about children’s toy purchases (Figures 7 and 8), but no data is available on radio controlled toys, models, or train sets.

Handmade Leather Goods

Retailers on the committee reported receiving requests for handmade leather items (e.g., clothing, accessories). They are aware of a leather artisan who has a shop at Jan’s Cut Your Own Christmas Tree Farm.

0% 2% 4% 6% 8% 10% 12% 14% 16%

Facial

Visited day spa

Massage

Manicure

Pedicure

0%

10%

20%

30%

40%

Figure 8: Top 5 Children's Toys Purchased Past 12 Months (Source: Esri)

Figure 7: Spending on Children's Toys & Games Past 12 Months (Source: Esri)

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Beauty Supply Store

A lower-cost beauty supply store (such as Sally’s in St. Cloud) is a possibility, but the study committee realized that four stores in Princeton already carry budget beauty supplies.

Natural, Organic Dry Cleaner

The study committee expressed interest in having a drop-off location in town for the natural, organic dry cleaner located in Elk River. With allergies a concern among residents, this may be a desirable option.

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Princeton

NAICS NameU.S. Sales Per Capita

Average Sales per U.S. Store

Potential Sales in Trade Area

No. of Businesses (Demand)

No. of Businesses

(Supply)*

Bus. Gap (Demand -

Supply)

44111000 New car dealers 2,280$ 27,632,089$ 40,135,898$ 1.5 3 -1.5

44112000 Used car dealers 268$ 633,563$ 4,712,915$ 7.4 6 1.4

44121000 Recreational vehicle dealers 65$ 2,426,928$ 1,136,379$ 0.5 - 0.5

44122000 Motorcycle, boat, & other motor vehicles 162$ 1,039,132$ 2,846,042$ 2.7 2 0.7

44130000 Automotive parts, accessories, & tire stores 249$ 789,354$ 4,383,017$ 5.6 6 -0.4

44210000 Furniture stores 197$ 1,271,871$ 3,465,075$ 2.7 2 0.7

44220000 Home furnishings stores 172$ 775,414$ 3,032,649$ 3.9 7 -3.1

44311000 Appliance, television, & other electronics stores 286$ 1,437,590$ 5,037,468$ 3.5 1 2.5

44312000 Computer & software stores 68$ 1,008,571$ 1,199,079$ 1.2 1 0.2

44313000 Camera & photographic supplies stores 13$ 1,034,341$ 232,832$ 0.2 - 0.2

44411000 Home centers 447$ 14,117,083$ 7,875,655$ 0.6 1 -0.4

44412000 Paint & wallpaper stores 34$ 1,024,804$ 593,489$ 0.6 - 0.6

44413000 Hardware stores 68$ 948,935$ 1,199,842$ 1.3 3 -1.7

44419000 Specialized building material dealers 393$ 2,014,250$ 6,917,078$ 3.4 8 -4.6

44420000 Lawn & garden equipment & supplies stores 123$ 1,165,506$ 2,166,405$ 1.9 3 -1.1

44510000 Grocery stores 1,631$ 3,570,309$ 28,704,837$ 8.0 3 5.0

44520000 Specialty food stores 62$ 258,156$ 1,092,046$ 4.2 5 -0.8

44530000 Beer, wine, & liquor stores 127$ 877,029$ 2,235,916$ 2.5 4 -1.5

44611000 Pharmacies & drug stores 671$ 4,218,922$ 11,806,451$ 2.8 2 0.8

44612000 Cosmetics, beauty supplies, perfume stores 39$ 116,573$ 687,221$ 5.9 2 3.9

44613000 Optical goods stores 27$ 518,023$ 481,517$ 0.9 1 -0.1

44619000 Other health care (vitamin, medical equip) 50$ 218,306$ 880,489$ 4.0 1 3.0

44710000 Gasoline stations 1,499$ 3,506,684$ 26,377,586$ 7.5 8 -0.5

44811000 Men's clothing stores 29$ 696,349$ 512,474$ 0.7 1 -0.3

44812000 Women's clothing stores 134$ 754,680$ 2,354,137$ 3.1 2 1.1

44813000 Children's & infants' clothing stores 32$ 675,687$ 560,560$ 0.8 - 0.8

44814000 Family clothing stores 281$ 1,984,619$ 4,938,014$ 2.5 - 2.5

44815000 Clothing accessories stores 21$ 231,336$ 372,916$ 1.6 - 1.6

44819000 Specialized clothing stores (dress, etc) 40$ 308,106$ 703,551$ 2.3 - 2.3

44821000 Shoe stores 89$ 803,282$ 1,565,780$ 1.9 2 -0.1

44831000 Jewelry stores 103$ 434,934$ 1,811,094$ 4.2 2 2.2

44832000 Luggage & leather goods stores 6$ 544,354$ 113,989$ 0.2 - 0.2

45111000 Sporting goods stores 119$ 803,722$ 2,097,668$ 2.6 6 -3.4

45112000 Hobby, toy, & game stores 55$ 650,609$ 959,712$ 1.5 - 1.5

45113000 Sewing, needlework, & piece goods stores 15$ 200,733$ 256,106$ 1.3 - 1.3

45114000 Musical instrument & supplies stores 20$ 552,036$ 347,920$ 0.6 - 0.6

Assumptions:Trade Area Population 18,430 Trade Area Per Capita Income 26,890$ U.S. Per Capital income 28,155$

Trade Area Gap Analysis

This report estimates the potential number of trade area businesses across various categories based on the spending of the area residents (demand) compared to the number of businesses in the trade area (supply). Those categores where demand is greater than supply are possible oppportunities for businesses development. Demand estimates are calculated from the 2007 US Economic Census and supply listings are manually inventoried in the community. THESE CALCULATIONS ARE PROVIDED

FOR THE STUDY OF ECONOMIC CONCEPTS. THEY SHOULD NOT BE USED AS THE SOLE DETERMINANT OF BUSINESS FEASIBILITY.

9

Princeton

NAICS NameU.S. Sales Per Capita

Average Sales per U.S. Store

Potential Sales in Trade Area

No. of Businesses (Demand)

No. of Businesses

(Supply)*

Bus. Gap (Demand -

Supply)45121000 Book Stores 61$ 512,938$ 1,078,445$ 2.1 2 0.145122000 Tape, compact disc, & record stores 12$ 434,504$ 218,996$ 0.5 - 0.545200000 General merchandise stores 1,919$ 7,301,449$ 33,775,621$ 4.6 3 1.645310000 Florists 24$ 160,175$ 424,694$ 2.7 3 -0.345321000 Office supplies & stationery stores 77$ 1,454,735$ 1,356,889$ 0.9 - 0.945322000 Gift, novelty, & souvenir stores 60$ 199,283$ 1,058,097$ 5.3 5 0.345330000 Used merchandise stores 37$ 143,185$ 649,389$ 4.5 8 -3.545391000 Pet & pet supplies stores 39$ 674,074$ 693,883$ 1.0 3 -2.0

45392000 Art dealers 32$ 383,996$ 564,213$ 1.5 - 1.5

45399000 Miscellaneous store retailers 47$ 824,344$ 830,865$ 1.0 5 -4.0

51213000 Motion picture & video exhibition 42$ 2,475,216$ 741,504$ 0.3 - 0.3

53210000 Automotive equipment rental & leasing 153$ 1,373,285$ 2,686,944$ 2.0 - 2.0

53222000 Formal wear & costume rental 3$ 373,468$ 58,850$ 0.2 - 0.2

53223000 Video tape & disc rental 31$ 469,109$ 551,340$ 1.2 - 1.2

53230000 General rental centers 15$ 529,977$ 268,291$ 0.5 1 -0.5

54192000 Photographic services 32$ 73,585$ 558,299$ 7.6 8 -0.4

71310000 Amusement parks & arcades 46$ 1,612,717$ 809,725$ 0.5 1 -0.5

71390000 Other amusement (bowling, golf, fitness) 214$ 325,347$ 3,763,456$ 11.6 12 -0.4

72210000 Full-service restaurants 651$ 753,543$ 11,454,337$ 15.2 11 4.2

72220000 Limited-service eating places 618$ 585,250$ 10,878,915$ 18.6 17 1.6

72240000 Drinking places (alcoholic beverages) 66$ 272,183$ 1,166,333$ 4.3 8 -3.7

81111000 Automotive mechanical & electrical repair 169$ 208,632$ 2,975,109$ 14.3 26 -11.7

81112000 Automotive body, paint, interior, & glass 113$ 272,517$ 1,984,480$ 7.3 12 -4.7

81119000 Other automotive repair & maintenance 52$ 153,086$ 907,027$ 5.9 2 3.9

81141000 Home/garden equipment & appliance repair 14$ 80,522$ 244,055$ 3.0 5 -2.0

81142000 Reupholstery & furniture repair 6$ 66,174$ 110,961$ 1.7 1 0.7

81143000 Footwear & leather goods repair 1$ 61,281$ 18,068$ 0.3 - 0.3

81149000 Personal goods repair (watch, boat, garment) 21$ 322,837$ 372,757$ 1.2 6 -4.8

81211100 Barber shops 2$ 142,252$ 31,340$ 0.2 3 -2.8

81211200 Beauty salons 64$ 251,893$ 1,123,875$ 4.5 12 -7.5

81211300 Nail salons 10$ 172,519$ 174,619$ 1.0 1 0.0

81219000 Other personal care services (tatoos, spas, piercin 27$ 51,973$ 473,223$ 9.1 7 2.1

81231000 Coin-operated laundries & drycleaners 14$ 169,403$ 248,027$ 1.5 1 0.5

81232000 Drycleaning & laundry (except coin-operated) 30$ 203,248$ 532,198$ 2.6 - 2.681291000 Pet care (except veterinary) services 12$ 52,185$ 213,076$ 4.1 8 -3.9

Trade Area Gap Analysis

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0.0 1.0 2.0 3.0 4.0 5.0 6.0

Grocery storesFull-service restaurants

Other automotive repair & maintenanceCosmetics, beauty supplies, perfume storesOther health care (vitamin, medical equip)

Drycleaning & laundry (except coin-operated)Appliance, television, & other electronics stores

Family clothing storesSpecialized clothing stores (dress, etc)

Jewelry storesOther personal care services (tatoos, spas, piercing)

Automotive equipment rental & leasingGeneral merchandise stores

Clothing accessories storesLimited-service eating places

Hobby, toy, & game storesArt dealers

Used car dealersSewing, needlework, & piece goods stores

Video tape & disc rentalWomen's clothing stores

Office supplies & stationery storesChildren's & infants' clothing stores

Pharmacies & drug storesMotorcycle, boat, & other motor vehicles

Furniture storesReupholstery & furniture repair

Musical instrument & supplies storesPaint & wallpaper stores

Tape, compact disc, & record storesRecreational vehicle dealers

Coin-operated laundries & drycleanersGift, novelty, & souvenir stores

Motion picture & video exhibitionFootwear & leather goods repair

Camera & photographic supplies stores

Surplus Leakage

Retail Gap Estimates by Store Format

11

-8.0 -7.0 -6.0 -5.0 -4.0 -3.0 -2.0 -1.0 0.0 1.0

Luggage & leather goods storesComputer & software stores

Formal wear & costume rentalBook Stores

Nail salonsShoe stores

Optical goods storesMen's clothing stores

FloristsPhotographic services

Other amusement (bowling, golf, fitness)Home centers

Automotive parts, accessories, & tire storesGasoline stations

General rental centersAmusement parks & arcades

Specialty food storesLawn & garden equipment & supplies stores

Beer, wine, & liquor storesNew car dealersHardware stores

Home/garden equipment & appliance repairPet & pet supplies stores

Barber shopsHome furnishings stores

Sporting goods storesUsed merchandise stores

Drinking places (alcoholic beverages)Pet care (except veterinary) services

Miscellaneous store retailersSpecialized building material dealers

Automotive body, paint, interior, & glassPersonal goods repair (watch, boat, garment)

Beauty salons

Surplus Leakage

Retail Gap Estimates by Store Format

12


With few exceptions, businesses are listed in only one category for the Trade Area Gap Analysis. As a result, local knowledge is needed to compare the gap analysis to the mix of goods and services offered by existing businesses. For example, the gap analysis indicates a grocery store gap in Princeton, but nearly every gas station sells groceries. In this case, the analysis may overstate the store gap.

How businesses can use this information:

In categories where a retail gap exists, are there opportunities to expand your storemerchandise to offer these goods and services?

Categories with a surplus of stores may indicate Princeton is a shopping destination forthese areas. Across all categories, are stores providing a range of goods that will continuedrawing customers to Princeton?

BUSINESS MIX ANALYSIS

The business mix analysis compares the number of Princeton businesses to averages from downtowns in similar-sized Minnesota cities. The average number of businesses within a half-mile of the town center for 65 Greater Minnesota cities, with populations (in the city limits) between 2,500 and 4,999 people, is shown in Figure 10 (the full report, Retail and Service Business Mix of Minnesota’s Downtowns, is available at: http://www.extension.umn.edu/community/research/reports/docs/2014-Business-Mix-Report.pdf).

Figure 9: Princeton Retail Compared to 65 Other Rural Minnesota Cities with Populations of 2,500-4,999 (Source: Retail and Service Business Mix of Minnesota’s Downtowns, University of Minnesota Extension, 2014)

0 5 10 15 20 25 30

Beauty salons

Grocery stores

Automotive mechaincal & electrical repair

Automotive parts, accessories & tire stores

Other amusement (bowling, golf, fitness)

Drinking places (alcoholic beverages)

Other personal care services

Gift, novelty & souvenir stores

Hardware stores

Beer,wine & liquor stores

Used merchandise stores

General merchandise store

Florist

Barber shops

Specialized building material dealers

Greater MN Cities Princeton Supply

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MARKET PROFILE DEMOGRAPHICS

Predicting consumer spending begins with knowing the area population. Understanding the demographics of the market area provides retailers with an indication of the types of goods and services that households will purchase, as well as at what price points.

Princeton has more children ages 0-14 and fewer elderly (age 65+) than the Minnesota average (Figure 10). The two largest age groups are 35-44 and 45-54. The resulting Princeton median age of 38.3 is just slightly older than the state median age of 38.1.

The Princeton area population is 97% white and 3% identifying as another race (Figure 11). Hispanics make up 1.4% of Princeton’s population.

Figure 10: 2015 Population by Age (Source: Esri)

0.0

2.0

4.0

6.0

8.0

10.0

12.0

14.0

16.0

0-4 5-9 10-14 15-24 25-34 35-44 45-54 55-64 65-74 75-84 85+

Perc

ent

Princeton MN

Figure 11: 2015 Population Race and Ethnicity (Excluding White, European-American) (Source: Esri)

0

1

2

3

4

5

6

Black AmericanIndian

Asian PacificIslander

Other Race Two +Races

Hispanic

Perc

ent

Princeton

MN

14


More than half of Princeton’s households (60%) are husband-wife or husband-wife-children, while under a quarter (20%) are one person households (Figure 12). In addition, 0.9 % of Princeton residents live in group quarters/institutions. Housing is more owner-occupied (78.3%) than the state average of 65%. (Figure 13).

Education levels of Princeton adults are below state averages. More than one-third (35%) of Princeton’s adults are either high school graduates or have earned their GED. A quarter (26%) has some college, with 25% holding either an associate’s or bachelor’s degree. Only 5% have a graduate or professional degree (Figure 14).

Figure 12: 2010 Household Compositions (Source: U.S. Census)

0% 5% 10% 15% 20% 25% 30% 35%

One person Households

Husband - Wife

Husband - Wife - Children

Male Householder & Children

Male Householder & Other Family

Female Householder & Children

Female Householder & Other Family

Non-family Households

MN Princeton

Figure 13: 2015 Housing Units (Source: Esri)

0 20 40 60 80

Vacant

Renter

Owner Occupied

Percent

MN Princeton

Figure 14: 2015 Highest Education Level of Adults Ages 25+ (Source: Esri)

0% 5% 10% 15% 20% 25% 30%

< 9th grade

Some High School

High School Graduate

GED

Some College (no degree)

Associate Degree

Bachelor's Degree

Graduate / Professional Degree

MN Princeton

15


Half of residents (52%) work in white collar occupations, with 33% holding blue collar jobs and 15% working in service occupations (Figure 15).

Princeton’s household income is above the state average (Figure 16). The median household income in Princeton in 2015 was $64,008. In comparison, the state median was $60,056. Princeton’s per capita income is $26,890 compared to Minnesota’s of $31,711.

The federal government defines poverty level in 2015 for all states, except Alaska and Hawaii, as follows: (Source: Federal Register, 2015, January 22).

Household Size

Poverty Level

1 $11,7702 $15,9303 $20,0904 $24,2505 $28,4106 $32,5707 $36,730

Table 17: Poverty Levels

Figure 15: Occupations of Residents (Source: Esri)

0% 5% 10% 15% 20%

Farming / Forestry / fishing

Construction / Extraction

Installation / Maintenance / Repair

Production

Transportation / Material Moving

Services

Management / Business / Financial

Sales

Administrative Support

ProfessionalBlu

e C

oll

ar

S

ervi

ces

W

hit

e C

oll

ar

Figure 16: 2015 Household Income (Source: Esri)

0 5 10 15 20

<$15

$15 - $24

$25 - $34

$35 - $49

$50 - $74

$75 - $99

$100 - $149

$150 - $199

$200+

Percent

In T

hou

san

ds

MN Princeton

16

Princeton’s median household net worth is $175,510 compared to the state median of $146,619 (Figure 18). Interestingly, some Princeton households have a high net worth, bringing the average net worth to $533,555 (page 48). Nearly 16% of Princeton households have net worth under $15,000.

Figure 19 suggests that 1,171 households (17%) in Princeton are headed by someone age 34 and younger. Figure 20 shows that these households have the lowest net worth, similar to the rest of Minnesota.

Figure 2: Age of Head of Household (Source: Esri)

3%14%

18%

24%

19%

12%

9% < 25

25-34

35-44

45-54

55-64

65-74

75 +

Figure 20: 2015 Median Household Net Worth by Age of Head of Household (Source: Esri)

< 25 25-34 35-44 45-54 55-64 65-74 75 +

Princeton $14,890 $24,421 $67,236 $123,030$145,652$223,326$129,091

MN $11,352 $29,513 $91,819 $218,246$250,001$250,001$214,033

Total households 202 969 1247 1598 1321 815 628

020040060080010001200140016001800

$-

$50,000

$100,000

$150,000

$200,000

$250,000

$300,000

Princeton MN

Figure 1: 2015 Household Net Worth (Source: Esri)

0 5 10 15 20 25

<$15$15 - $34$35 - $49$50 - $74$75 - $99

$100 - $149$150 - $249$250 - $500

$500+

Percent

In T

ho

usa

nd

s o

f D

olll

ars

MN Princeton

17

How businesses can use demographic information:

A list of helpful tools for communities to use to strengthen their downtowns can be found at http://www.extension.umn.edu/community/retail/downtown/. The following information is an excerpt from the site.

• Age is an important factor to consider, as personal expenditures change as people grow older. As baby boomers age, catering to the needs of this generation may be beneficial to retailers. Consumer spending at drug stores and assisted care services flourishes in areas with a large elderly population. In general, however, older populations tend to spend less on a majority of goods and services. Studies indicate that nightlife and entertainment spending (e.g., restaurants, bars, theaters) by people over 65 is roughly half the amount spent by those under 65. Older adults also spend considerably less on apparel than other age groups. At the other end of the spectrum, toy stores, day care centers, and stores with baby care items do well in areas with families that have children. Clothing stores and fast food establishments also thrive in areas with a high adolescent population. Some entertainment and recreational venues, such as movie theatres and golf courses, serve a broad section of the population. Other venues, such as water parks or arcades, target certain age groups.

• Data show that race and ethnicity affect spending habits as much as other demographic characteristics, such as income and age. Retailers using segmentation based on race and ethnic groups must ensure their efforts accurately reflect the true preferences and behaviors of the community.

• Home ownership directly correlates with expenditures for home furnishings and equipment. Furniture, appliances, hardware, paint/wallpaper, floor covering, gardening items, and other home improvement products all prosper in active housing markets.

• In general, people living in areas with high levels of education tend to prefer shopping at smaller, non-chain specialty retail stores located downtown. They also tend to visit cultural establishments, like museums and theaters, at a frequency more than three times greater than those without a college degree. On the other hand, less educated populations generally have lower incomes and prefer shopping at discount retail outlets and chain stores. This group also spends more money on car maintenance and tobacco products than those with a college degree.

• Occupational concentrations of white and blue-collar workers are used as another gauge for a market’s taste preferences. Specialty apparel stores thrive in middle-to-upper income areas and those with above-average white-collar employment levels. Second-hand clothing stores and used car dealerships are successful in areas with a higher concentration of blue-collar workers. Office supply stores and large music and video stores are especially sensitive to the occupational profile, as these retailers target growth areas with a majority of white-collar workers.

• Household income data is a good indicator of resident spending power, as it positively

correlates with retail expenditures in many product categories. When evaluating a market, retailers should look at the median, or average, household income in a trade area

18

http://www.extension.umn.edu/community/retail/downtown/

and seek a minimum number of households within a certain income range before establishing a business or setting prices.

Another common practice is to analyze the distribution of household incomes. A few store categories, such as auto parts, are more commonly found in areas with lower household incomes. Highly affluent households with annual incomes above $100,000 are strong consumers, as well as physically active and civic-minded. Gearing a retail mix toward this segment may require a focus in luxury goods and services.

Middle-income households with an annual income between $20,000 and $50,000 are more mindful of their expenses than highly affluent families. These households tend to be more frugal and selective with their buying behavior, shopping at discount outlets for groceries and other goods rather than high-end stores. Big box stores are particularly popular for middle and low-income households. Low-income households with annual incomes below $20,000 are living in poverty and thus spend very little on goods and services across the board.

COMMUTING PATTERNS People tend to buy goods and services near where they live or work. Therefore, it is important to understand commuting patterns to better identify retail competition.

Figure 21 shows the U.S. Census Bureau’s worker in-flow and out-flow numbers from Princeton (http://onthemap.ces.census.gov/). In 2013, 17,489 employees either lived or worked in Princeton. Over three-fourths (79%) of residents commuted out of Princeton.

Employers draw 80% of their workers from within a 24-mile radius of Princeton, with commuters primarily coming from the highway 169 corridor. People who live and work close to Princeton likely use Princeton for their routine shopping.

Figure 17: 2013 Worker In-Flow and Out-Flow Numbers (Source: On The Map, U.S. Census)

Figure 21: 2013 Worker In-Flow and Out-Flow for All Jobs (Source: OnTheMap)

19

http://onthemap.ces.census.gov/

Nearly half (47%) of Princeton residents commute more than 25 miles (Figure 22), primarily south along Highway 169 to the Twin Cities. Figure 24 shows 20% commute more than 25 miles to a job in Princeton. Primary home zip codes (Figure 25) show that 30% of Princeton employees live in Princeton.

Figure 33: Zip Codes of Where Residents Work (Source: OnTheMap)

0% 10% 20% 30%

Other

CambridgeHIGHWAY 95 EAST

FoleySt Cloud

HIGHWAY 95 WEST

OnamiaMilaca

HIGHWAY 169 NORTH

AlbertvilleBuffalo

MonticelloBig Lake

RogersZimmerman

RamseyElk River

Twin CitiesHIGHWAY 169 SOUTH

Princeton

Figure 22: 2013 Resident's Commute to Work (Source: OnTheMap)

Figure 24: Commuting Locations of Princeton Employees (Source: OnTheMap)

Figure 25: Home Zip Codes of Princeton Employees (Source: OnTheMap)

0% 10% 20% 30% 40%

Other

Isanti

Cambridge

Big Lake

Elk River

Milaca

Zimmerman

Princeton

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• Determining the commuting distance of your customers can help identify competitors. Once you have identified competitors in your area, you can then compare your merchandise selection, quality, price point, and service.

• Identifying residents’ work hours and commuting times can inform store hours. If stores are closed evenings and weekends, commuters will shop out of town.

• Consider increasing customer convenience by providing online shopping and local delivery or shipping.

• Expanding your services, or better marketing them, can give your store an advantage over big box retailers.

TAPESTRY SEGMENTS Tapestry Segmentation starts by classifying communities based on their socioeconomic composition. Esri then combines the latest data mining techniques of national consumer surveys to create robust and compelling detailed descriptions of consumers into 14 LifeModes™, which are overarching categories of consumers with similar consumer preferences. LifeModes are further refined into 67 distinct LifeStyle™ segments.

Segmentation systems operate on the theory that people with similar tastes, lifestyles, and behaviors seek others with the same tastes—“like seeks like.” These behaviors can be measured, predicted, and targeted. Esri’s segmentation system, Community Tapestry™, combines the “who” of lifestyle demography with the “where” of local neighborhood geography to create a model of various lifestyle classifications, or segments, of actual neighborhoods with addresses—distinct behavioral market segments. Princeton consumer diversity is reflected in having five LifeModes, and within the LifeModes are eight distinct Tapestry LifeStyle segments identified in Figure 26.

Figure 26: Tapestry LifeStyle Segments by LifeMode

0 0.05 0.1 0.15 0.2 0.25 0.3 0.35 0.4

Ethnic Enclaves

Hometown

Rustic Outposts

Cozy Country Living

Family Landscapes

Middleburg Soccer Moms Salt of the Earth

Heartland Communities Green Acres Southern Satellites

Traditional Living Up and Coming Families

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Family Landscapes LifeMode (37% of Princeton) Composed of Middleburg and Soccer Moms LifeStyles

• Successful young families in their first homes • Non-diverse, prosperous married-couple families • 80% are homeowners with mortgages living in newer single-family homes, with median home

value slightly higher than the U.S. • Spending priorities focus on family (children’s toys and apparel) or home projects • Have a dog • Two workers in the family • Do-it-yourselfers, who work on home improvement projects, as well as their lawns and

gardens • Sports enthusiasts • Typically own newer sedans or SUVs • Typically have savings accounts / plans • Comfortable with the latest technology • Eat out frequently at fast food or family restaurants to accommodate their busy lifestyle • Especially enjoy bowling, swimming, playing golf, playing video games, watching rented

movies, and taking trips to a zoo or theme park

Middleburg LifeStyle (21% of Princeton)

Middleburg neighborhoods transformed from the easy pace of country living to semirural subdivisions in the last decade, when the housing boom occurred. Residents are conservative, family-oriented consumers. Still more country than rock and roll, they are thrifty but willing to carry some debt and are already investing in their futures. They rely on their smartphones and mobile devices to stay in touch and pride themselves on their expertise. They prefer to buy American and travel in the U.S. This market is younger but growing in size and assets.

Soccer Moms (16% of Princeton)

Soccer Moms is an affluent, family-oriented market with a country flavor. Residents are partial to new housing away from the bustle of the city but close enough to commute to professional job centers. Life in this suburban wilderness offsets the hectic pace of two working parents with growing children. They favor time-saving devices, like banking online or housekeeping services, and family-oriented pursuits.

Cozy Country Living LifeMode (30% of Princeton) Composed of Green Acres, Heartland Communities, and Salt of the Earth LifeStyles

• Empty nesters in bucolic settings • Homeowners residing in single-family dwellings • Owns domestic trucks, motorcycles, and ATVs / UTVs. Almost 30% have three or more

vehicles and, therefore, auto loans • Believes in the importance of buying American • Has pets

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• Prefers to eat at home • Shops at discount retail stores • Banks in person • Spends little time online • Own every tool and piece of equipment imaginable to maintain their homes, vehicles,

vegetable gardens, and lawns • Listens to country music, watches auto racing on TV • Plays the lottery • Enjoys outdoor activities, such as fishing, hunting, camping, boating, and bird watching

Green Acres LifeStyle (12% of Princeton )

The Green Acres lifestyle features country living and self-reliance. They are avid do-it-yourselfers, maintaining and remodeling their homes, with all the necessary power tools to accomplish the jobs. Gardening, especially growing vegetables, is also a priority, again with the right tools, tillers, tractors, and riding mowers. Outdoor living also features a variety of sports: hunting, fishing, motorcycling, hiking, camping, and even golf. Self-described conservatives, residents of Green Acres remain pessimistic about the near future yet are heavily invested in it.

Heartland Communities LifeStyle (10% of Princeton)

Well settled and close-knit, Heartland Communities are semirural and semiretired. These older householders are primarily homeowners, and many have paid off their mortgages. Their children have moved away, but they have no plans to leave their homes. Their hearts are with the country; they embrace the slower pace of life here but actively participate in outdoor activities and community events. Traditional and patriotic, these residents support their local businesses, prefer American-made products, and favor domestic driving vacations over foreign plane trips.

Salt of the Earth LifeStyle (8% of Princeton)

Salt of the Earth residents are entrenched in their traditional, rural lifestyles. Citizens in this category are older, and many have grown children that have moved away. They still cherish family time, tending to their vegetable gardens and preparing homemade meals. Residents embrace the outdoors and spend most of their free time preparing for their next fishing, boating, or camping trip. The majority have at least a high school diploma or some college education; many have expanded their skill set during their years of employment in the manufacturing or related industries. They may be experts with do-it-yourself projects, but the latest technology is not their forte. They use it when absolutely necessary but seek face-to-face contact in their routine activities.

Rustic Outposts LifeMode (13% of Princeton) Composed of Southern Satellites LifeStyle

• Country life with older families in older homes • Rustic Outposts depend on manufacturing, retail and healthcare, with pockets of mining and

agricultural jobs • Low labor force participation in skilled and service occupations • Own affordable, older single-family or mobile homes; vehicle ownership, a must

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• Residents live within their means, shop at discount stores and maintain their own vehicles (purchased used) and homes

• Outdoor enthusiasts, who grow their own vegetables, love their pets and enjoy hunting and fishing

• Technology is cost prohibitive and complicated. Pay bills in person, use the yellow pages, read the newspaper and mail-order books

Southern Satellites LifeStyle (13% of Princeton)

Southern Satellites is the second largest market found in rural settlements but within metropolitan areas. This market is typically nondiverse, slightly older, settled married-couple families, who own their homes. Almost two-thirds of the homes are single-family structures; a third are mobile homes. Median household income and home value are below average. Workers are employed in a variety of industries such as manufacturing, health care, retail trade, and construction, with higher proportions in agriculture than the United States. Resident enjoy country living, preferring outdoor activities and Do It Yourself home projects.

Hometown LifeMode (11% of Princeton) Composed of Traditional Living LifeStyle

• Growing up and staying close to home; single householders • Close knit urban communities of young singles (many with children) • Owners of old, single-family houses, or renters in small multi-unit buildings • Religion is the cornerstone of many of these communities • Visit discount stores and clip coupons, frequently play the lottery at convenience stores • Canned, packaged and frozen foods help to make ends meet • Purchase used vehicles to get them to and from nearby jobs

Traditional Living LifeStyle (11% of Princeton)

Residents in this segment live primarily in low-density, settled neighborhoods in the Midwest. The households are a mix of married-couple families and singles. Many families encompass two generations who have lived and worked in the community; their children are likely to follow suit. The manufacturing, retail trade, and health care sectors are the primary sources of employment for these residents. This is a younger market – beginning householders who are juggling the responsibilities of living on their own or a new marriage, while retaining their youthful interests in style and fun.

Ethnic Enclaves LifeMode (9% of Princeton) Composed of Up and Coming Families LifeStyle

• Established diversity—young, Hispanic homeowners with families • Multilingual and multigenerational households feature children that represent second-,

third- or fourth-generation Hispanic families • Neighborhoods feature single-family, owner-occupied homes built at city's edge, primarily

built after 1980 • Hard-working and optimistic, most residents aged 25 years or older have a high school

diploma or some college education

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• Shopping and leisure also focus on their children—baby and children's products from shoes to toys and games and trips to theme parks, water parks or the zoo

• Residents favor Hispanic programs on radio or television; children enjoy playing video games on personal computers, handheld or console devices

• Many households have dogs for domestic pets

Up and Coming Families LifeStyle (9% of Princeton)

Up and Coming Families is a market in transition – residents are younger and more mobile and ethnically diverse than the previous generation. They are ambitious, working hard to get ahead, and willing to take some risks to achieve their goals. The recession has impacted their financial well-being, but they are optimistic. Their homes are new; their families are young. And this is one of the fastest-growing markets in the country

ADULT PSYCHOGRAPHICS

Consumers may weigh certain values in their purchasing decisions, as illustrated in Figure 27. For example, buying American is an important consideration for nearly half (48%) of Princeton’s residents. Businesses that support charities are also important to a third (35%) of adults. Price and incentives, such as coupons, influence 28% and 19% of adults, respectively. Because only 10% of adults buy on credit, they prefer to save for their purchases. Products that are environmentally safe rank low on purchasing criteria.


• Inform customers of American-made products within your merchandise selection. • If you support charities, ensure your customers are aware of your donations. • Explore coupons or other incentives for your customers.

Figure 27: Adult Psychographics (Source: Esri)

0% 10% 20% 30% 40% 50%

Usually value green products over convenience

Usually buy items on credit rather than wait

Usually pay more for environ safe product

Am interested in how to help the environment

Usually buy based on quality - not price

Usually use coupons for brands I buy often

Price is usually more important than brand name

Likely to buy a brand that supports a charity

Buying American is important to me

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HOUSEHOLD BUDGET INDEX

For each LifeStyle segment, Esri compares the average household expenditures to the average spent by all United States households. An index of 100 is the national average; an index of 40 is 40% of the national average. There is great diversity in the LifeStyles in Princeton. As noted in Figure 28, expenditures are largest by Soccer Moms, followed by Green Acres. The Princeton area spending is notably less, however, in apparel and services.

Figure 28: Princeton Household Expenditures by Tapestry Segment Compared to the National Average (National Average = 100) (Source: Esri)

How businesses can use this information: After identifying the lifestyle segments of your customers, examine merchandise to determine whether or not your price range fits within their household budget and spending patterns.

0 20 40 60 80 100 120 140 160

Transportation

Pensions & Social Security

Other

Housing

Health Care

Food

Entertainment & Recreation

Education

Apparel & Services

Up and Coming Families (9%) Traditional Living (11%) Southern Satellites (13%)

Green Acres (12%) Heartland Communities (10%) Salt of the Earth (8%)

Soccer Moms (16%) Middleburg (21%)

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APPENDIX A: ESRI METHODOLOGY

Esri’s Data Collection Process

The following information describes Esri’s data collection process:

These data are based upon national propensities to use various products and services, applied to local demographic composition. Usage data were collected by GFK MRI in a nationally representative survey of U.S. households. Esri forecasts for 2015 and 2020.

The Survey of the American Consumer provides a detailed view of the 226 million adult consumers in the U.S.—their media choices, demographics, lifestyles and attitudes, and usage of almost 6,000 products in 550 categories. Data are collected in person, with in-home, face-to-face interviews. At each state of the data collection process—from recruiting respondents and interviewing them, to working with them to understand and complete a comprehensive product and lifestyle questionnaire—GfK MRI relies on direct personal interaction. Every year, GfK MRI interviews almost 26,000 adult consumers in the 48 contiguous states for the Survey of the American Consumer. Data collection for the Survey is a two-state process, and in each state the personal approach advances the reliability of the data.

During the initial in-home interview, GfK MRI interviewers observe and verify household and respondent characteristics and collect a wide range of demographic and media usage data.

The interviewer also solicits cooperation for participation in the second, self-administered phase of the data collection process. The interviewer explains how to fill out the questionnaire booklet and arranges for its return to GfK MRI, often by personally picking it up. This level of attention makes it highly likely that participants will complete the questionnaire, further enhancing the reliability of Survey data.

For more detailed information about the data collection, visit: http://www.gfkmri.com/Products/TheSurveyoftheAmericanConsumer.aspx To view personal interview questions, visit: http://www.gfkmri.com/PDF/GfKMRI_Wave65PersonalInterview.pdf To view the survey, visit: http://www.gfkmri.com/PDF/GfKMRI_Wave65ProductBooklet.pdf

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http://www.gfkmri.com/Products/TheSurveyoftheAmericanConsumer.aspx

http://www.gfkmri.com/PDF/GfKMRI_Wave65PersonalInterview.pdf

http://www.gfkmri.com/PDF/GfKMRI_Wave65ProductBooklet.pdf

APPENDIX B: RETAIL AND SERVICE BUSINESS CATEGORIES BY NAICS CODE

NAICS NAICS Category Definition

44111000 New car dealers This industry comprises establishments primarily engaged in retailing new automobiles and light trucks, such

as sport utility vehicles, and passenger and cargo vans, or retailing these new vehicles in combination with

activities, such as repair services, retailing used cars, and selling replacement parts and accessories.

44112000 Used car dealers This industry comprises establishments primarily engaged in retailing used automobiles and light trucks, such

as sport utility vehicles, and passenger and cargo vans.

44121000 Recreational vehicle dealers

This industry comprises establishments primarily engaged in retailing new and/or used recreational vehicles

commonly referred to as RVs or retailing these vehicles in combination with activities, such as repair services

and selling replacement parts and accessories.

44122000 Motorcycle, boat, & other motor

vehicles

This industry comprises establishments primarily engaged in retailing new and/or used motorcycles, boats,

and other vehicles (except automobiles, light trucks, and recreational vehicles), or retailing these vehicles in

combination with activities, such as repair services and selling replacement parts and accessories.

44130000 Automotive parts, accessories,

& tire stores

This industry group comprises one or more of the following: (1) establishments known as automotive supply

stores primarily engaged in retailing new, used, and/or rebuilt automotive parts and accessories; (2)

automotive supply stores that are primarily engaged in both retailing automotive parts and accessories and

repairing automobiles; (3) establishments primarily engaged in retailing and installing automotive accessories;

and (4) establishments primarily engaged in retailing new and/or used tires and tubes or retailing new tires in

combination with automotive repair services.

44210000 Furniture stores

This industry group comprises establishments primarily engaged in retailing new furniture, such as household

furniture (e.g., baby furniture, box springs and mattresses) and outdoor furniture; office furniture (except those

sold in combination with office supplies and equipment); and/or furniture sold in combination with major

appliances, home electronics, home furnishings, or floor coverings.

44220000 Home furnishings stores This industry group comprises establishments primarily engaged in retailing new home furnishings (except

furniture).

44311000 Appliance, television, & other

electronics stores

This industry comprises establishments primarily engaged in one of the following: (1) retailing an array of new

household-type appliances and consumer-type electronic products, such as radios, televisions, and

computers; (2) specializing in retailing a single line of new consumer-type electronic products (except

computers); and (3) retailing these new products in combination with repair services.

44312000 Computer & software stores

This industry comprises establishments primarily engaged in retailing new computers, computer peripherals,

and prepackaged computer software without retailing other consumer-type electronic products or office

equipment, office furniture, and office supplies; or retailing these new products in combination with repair and

support services.

44313000 Camera & photographic

supplies stores

This industry comprises establishments primarily engaged in either retailing new cameras, photographic

equipment, and photographic supplies or retailing new cameras and photographic equipment in combination

with activities, such as repair services and film developing.

44411000 Home centers

This industry comprises establishments known as home centers primarily engaged in retailing a general line

of new home repair and improvement materials and supplies, such as lumber, plumbing goods, electrical

goods, tools, housewares, hardware, and lawn and garden supplies, with no one merchandise line

predominating. The merchandise lines are normally arranged in separate departments.

44412000 Paint & wallpaper stores This industry comprises establishments known as paint and wallpaper stores primarily engaged in retailing

paint, wallpaper, and related supplies.

44413000 Hardware stores This industry comprises establishments known as hardware stores primarily engaged in retailing a general

line of new hardware items, such as tools and builders' hardware.

44419000 Specialized building material

dealers

This industry comprises establishments (except those known as home centers, paint and wallpaper stores,

and hardware stores) primarily engaged in retailing specialized lines of new building materials, such as

lumber, fencing, glass, doors, plumbing fixtures and supplies, electrical supplies, prefabricated buildings and

kits, and kitchen and bath cabinets and countertops to be installed.

44420000 Lawn & garden equipment &

supplies stores

This industry group comprises establishments primarily engaged in retailing new lawn and garden equipment

and supplies.

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44510000 Grocery stores This industry group comprises establishments primarily engaged in retailing a general line of food products.

44520000 Specialty food stores This industry group comprises establishments primarily engaged in retailing specialized lines of food.

44530000 Beer, wine, & liquor stores This industry group comprises establishments primarily engaged in retailing packaged alcoholic beverages,

such as ale, beer, wine, and liquor.

44611000 Pharmacies & drug stores This industry comprises establishments known as pharmacies and drug stores engaged in retailing

prescription or nonprescription drugs and medicines.

44612000 Cosmetics, beauty supplies,

perfume stores This industry comprises establishments known as cosmetic or perfume stores or beauty supply shops

primarily engaged in retailing cosmetics, perfumes, toiletries, and personal grooming products.

44613000 Optical goods stores This industry comprises establishments primarily engaged in one or more of the following: (1) retailing and

fitting prescription eyeglasses and contact lenses; (2) retailing prescription eyeglasses in combination with the

grinding of lenses to order on the premises; and (3) selling nonprescription eyeglasses.

44619000 Other health care (vitamin,

medical equip) This industry comprises establishments primarily engaged in retailing health and personal care items (except

drugs, medicines, optical goods, perfumes, cosmetics, and beauty supplies).

44710000 Gasoline stations This industry group comprises establishments primarily engaged in retailing automotive fuels (e.g., diesel fuel,

gasohol, gasoline) in combination with or without convenience store or food mart items. These establishments

may also provide automotive repair services and/or food services.

44811000 Men's clothing stores This industry comprises establishments primarily engaged in retailing a general line of new men's and boys'

clothing. These establishments may provide basic alterations, such as hemming, taking in or letting out

seams, or lengthening or shortening sleeves.

44812000 Women's clothing stores This industry comprises establishments primarily engaged in retailing a general line of new women's, misses',

and juniors' clothing, including maternity wear. These establishments may provide basic alterations, such as

hemming, taking in or letting out seams, or lengthening or shortening sleeves.

44813000 Children's & infants' clothing

stores

This industry comprises establishments primarily engaged in retailing a general line of new children's and

infants' clothing. These establishments may provide basic alterations, such as hemming, taking in or letting

out seams, or lengthening or shortening sleeves.

44814000 Family clothing stores

This industry comprises establishments primarily engaged in retailing a general line of new clothing for men,

women, and children, without specializing in sales for an individual gender or age group. These

establishments may provide basic alterations, such as hemming, taking in or letting out seams, or lengthening

or shortening sleeves.

44815000 Clothing accessories stores This industry comprises establishments primarily engaged in retailing single or combination lines of new

clothing accessories, such as hats and caps, costume jewelry, gloves, handbags, ties, wigs, toupees, and

belts.

44819000 Specialized clothing stores

(dress, etc.)

This industry comprises establishments primarily engaged in retailing specialized lines of new clothing (except

general lines of men's, women's, children's, infants', and family clothing). These establishments may provide

basic alterations, such as hemming, taking in or letting out seams, or lengthening or shortening sleeves.

44821000 Shoe stores This industry group comprises establishments primarily engaged in retailing all types of new footwear (except

hosiery and specialty sports footwear, such as golf shoes, bowling shoes, and spiked shoes). Establishments

primarily engaged in retailing new tennis shoes or sneakers are included in this industry.

44831000 Jewelry stores

This industry comprises establishments primarily engaged in retailing one or more of the following items: (1)

new jewelry (except costume jewelry); (2) new sterling and plated silverware; and (3) new watches and

clocks. Also included are establishments retailing these new products in combination with lapidary work

and/or repair services.

44832000 Luggage & leather goods stores This industry comprises establishments known as luggage and leather goods stores primarily engaged in

retailing new luggage, briefcases, and trunks, or retailing these new products in combination with a general

line of leather items (except leather apparel), such as belts, gloves, and handbags.

45111000 Sporting goods stores This industry comprises establishments primarily engaged in retailing new sporting goods, such as bicycles and bicycle parts; camping equipment; exercise and fitness equipment; athletic uniforms; specialty sports footwear; and sporting goods, equipment, and accessories.

45112000 Hobby, toy, & game stores This industry comprises establishments primarily engaged in retailing new toys, games, and hobby and craft

supplies (except needlecraft).

45113000 Sewing, needlework, & piece

goods stores

This industry comprises establishments primarily engaged in retailing new sewing supplies, fabrics, patterns,

yarns, and other needlework accessories or retailing these products in combination with selling new sewing

machines.

45114000 Musical instrument & supplies

stores

This industry comprises establishments primarily engaged in retailing new musical instruments, sheet music,

and related supplies; or retailing these new products in combination with musical instrument repair, rental, or

music instruction.

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45121000 Book Stores This industry comprises establishments primarily engaged in retailing new books, newspapers, magazines,

and other periodicals.

45122000 Tape, compact disc, & record

stores

This industry comprises establishments primarily engaged in retailing new prerecorded audio and video tapes,

compact discs (CDs), digital video discs (DVDs), and phonograph records.

45200000 General merchandise stores

Industries in the General Merchandise Stores subsector retail new general merchandise from fixed point-of-

sale locations. Establishments in this subsector are unique in that they have the equipment and staff capable

of retailing a large variety of goods from a single location. This includes a variety of display equipment and

staff trained to provide information on many lines of products.

45310000 Florists

This industry group comprises establishments known as florists primarily engaged in retailing cut flowers, floral arrangements, and potted plants purchased from others. These establishments usually prepare the arrangements they sell

45321000 Office supplies & stationery

stores

This industry comprises establishments primarily engaged in one or more of the following: (1) retailing new

stationery, school supplies, and office supplies; (2) retailing a combination of new office equipment, furniture,

and supplies; and (3) retailing new office equipment, furniture, and supplies in combination with retailing new

computers.

45322000 Gift, novelty, & souvenir stores This industry comprises establishments primarily engaged in retailing new gifts, novelty merchandise,

souvenirs, greeting cards, seasonal and holiday decorations, and curios.

45330000 Used merchandise stores

This industry group comprises establishments primarily engaged in retailing used merchandise, antiques, and

secondhand goods (except motor vehicles, such as automobiles, RVs, motorcycles, and boats; motor vehicle

parts; tires; and mobile homes).

45391000 Pet & pet supplies stores This industry comprises establishments primarily engaged in retailing pets, pet foods, and pet supplies.

45392000 Art dealers This industry comprises establishments primarily engaged in retailing original and limited edition art works.

Included in this industry are establishments primarily engaged in displaying works of art for retail sale in art

galleries.

51213000 Motion picture & video exhibition This industry comprises establishments primarily engaged in operating motion picture theaters and/or

exhibiting motion pictures or videos at film festivals, and so forth

53210000 Automotive equipment rental &

leasing

This industry group comprises establishments primarily engaged in renting or leasing the following types of

vehicles: passenger cars and trucks without drivers, and utility trailers. These establishments generally

operate from a retail-like facility. Some establishments offer only short-term rental, others only longer-term

leases, and some provide both types of services.

53222000 Formal wear & costume rental This industry comprises establishments primarily engaged in renting clothing, such as formal wear, costumes

(e.g., theatrical), or other clothing (except laundered uniforms and work apparel).

53223000 Video tape & disc rental This industry comprises establishments primarily engaged in renting prerecorded video tapes and discs for

home electronic equipment.

53230000 General rental centers

This industry group comprises establishments primarily engaged in renting a range of consumer, commercial,

and industrial equipment. Establishments in this industry typically operate from conveniently located facilities

where they maintain inventories of goods and equipment that they rent for short periods of time. The type of

equipment that establishments in this industry provide often includes, but is not limited to: audio visual

equipment, contractors' and builders' tools and equipment, home repair tools, lawn and garden equipment,

moving equipment and supplies, and party and banquet equipment and supplies.

54192000 Photographic services

This industry comprises establishments primarily engaged in providing still, video, or digital photography

services. These establishments may specialize in a particular field of photography, such as commercial and

industrial photography, portrait photography, and special events photography. Commercial or portrait

photography studios are included in this industry.

71310000 Amusement parks & arcades This industry group comprises establishments primarily engaged in operating amusement parks and

amusement arcades and parlors.

71390000 Other amusement (bowling, golf,

fitness)

This industry group comprises establishments primarily engaged in operating golf courses (whether or not in

conjunction with dining facilities (country clubs); skiing facilities; Marinas; fitness and recreational sports

centers; bowling centers; and all other amusement and recreation industries. Included in this industry group

are public swimming pools, miniature golf courses and riding stables.

72210000 Full-service restaurants This industry group comprises establishments primarily engaged in providing food services to patrons who

order and are served while seated (i.e., waiter/waitress service) and pay after eating. Establishments that

provide this type of food service to patrons with any combination of other services, such as take-out services,

30

are classified in this industry.

72220000 Limited-service eating places

This industry group comprises establishments primarily engaged in providing food services where patrons

generally order or select items and pay before eating. Most establishments do not have waiter/waitress

service, but some provide limited service, such as cooking to order (i.e., per special request), bringing food to

seated customers, or providing off-site delivery.

72240000 Drinking places (alcoholic

beverages) This industry group comprises establishments primarily engaged in preparing and serving alcoholic beverages

for immediate consumption.

81111000 Automotive mechanical &

electrical repair

This industry comprises establishments primarily engaged in providing mechanical or electrical repair and

maintenance services for automotive vehicles, such as passenger cars, trucks and vans, and all trailers.

These establishments may specialize in a single service or may provide a wide range of these services.

81112000 Automotive body, paint, interior,

& glass

This industry comprises establishments primarily engaged in providing one or more of the following: (1)

repairing or customizing automotive vehicles, such as passenger cars, trucks, and vans, and all trailer bodies

and interiors; (2) painting automotive vehicle and trailer bodies; (3) replacing, repairing, and/or tinting

automotive vehicle glass; and (4) customizing automobile, truck, and van interiors for the physically disabled

or other customers with special requirements.

81119000 Other automotive repair &

maintenance

This industry comprises establishments primarily engaged in providing automotive repair and maintenance

services (except mechanical and electrical repair and maintenance; transmission repair; and body, paint,

interior, and glass repair) for automotive vehicles, such as passenger cars, trucks, and vans, and all trailers.

81141000 Home/garden equipment &

appliance repair

This industry comprises establishments primarily engaged in repairing and servicing home and garden

equipment and/or household-type appliances without retailing new equipment or appliances. Establishments

in this industry repair and maintain items, such as lawnmowers, edgers, snow- and leaf-blowers, washing

machines, clothes dryers, and refrigerators.

81142000 Reupholstery & furniture repair This industry comprises establishments primarily engaged in one or more of the following: (1) reupholstering

furniture; (2) refinishing furniture; (3) repairing furniture; and (4) repairing and restoring furniture.

81143000 Footwear & leather goods repair This industry comprises establishments primarily engaged in repairing footwear and/or repairing other leather

or leather-like goods without retailing new footwear and leather or leather-like goods, such as handbags and

briefcases.

81149000 Personal goods repair (watch,

boat, garment)

This industry comprises establishments primarily engaged in repairing and servicing personal or household-

type goods without retailing new personal or household-type goods (except home and garden equipment,

appliances, furniture, and footwear and leather goods). Establishments in this industry repair items, such as

garments; watches; jewelry; musical instruments; bicycles and motorcycles; motorboats, canoes, sailboats,

and other recreational boats.

81211100 Barber shops This U.S. industry comprises establishments known as barber shops or men's hair stylist shops primarily

engaged in cutting, trimming, and styling men's and boys' hair; and/or shaving and trimming men's beards.

81211200 Beauty salons This U.S. industry comprises establishments (except those known as barber shops or men's hair stylist shops)

primarily engaged in one or more of the following: (1) cutting, trimming, shampooing, coloring, waving, or

styling hair; (2) providing facials; and (3) applying makeup (except permanent makeup).

81211300 Nail salons This U.S. industry comprises establishments primarily engaged in providing nail care services, such as

manicures, pedicures, and nail extensions.

81219000 Other personal care services

(tattoos, spas, piercing) This industry comprises establishments primarily engaged in providing personal care services (except hair,

nail, facial, or nonpermanent makeup services).

81231000 Coin-operated laundries & dry

cleaners

This industry comprises establishments primarily engaged in (1) operating facilities with coin-operated or

similar self-service laundry and dry-cleaning equipment for customer use on the premises and/or (2) supplying

and servicing coin-operated or similar self-service laundry and dry-cleaning equipment for customer use in

places of business operated by others, such as apartments and dormitories.

81232000 Dry cleaning & laundry (except

coin-operated)

This industry comprises establishments primarily engaged in one or more of the following: (1) providing dry-

cleaning services (except coin-operated); (2) providing laundering services (except linen and uniform supply

or coin-operated); (3) providing dropoff and pickup sites for laundries and/or dry cleaners; and (4) providing

specialty cleaning services for specific types of garments and other textile items (except carpets and

upholstery), such as fur, leather, or suede garments; wedding gowns; hats; draperies; and pillows. These

establishments may provide all, a combination of, or none of the cleaning services on the premises.

81291000 Pet care (except veterinary)

services

This industry comprises establishments primarily engaged in providing pet care services (except veterinary),

such as boarding, grooming, sitting, and training pets.

31

APPENDIX C: BUSINESS LIST INCLUDED IN TRADE AREA GAP ANALYSIS FOR PRINCETONReviewed 1/12/15

STORE NAICS Category NAICS

THE MILLE LACS COUNTY AGRICULTURAL SOCI Amusement parks & arcades 713110

ASHWORTH APPLIANCE & ELEC Appliance, television & other electronics stores 443111

ABRA AUTOBODY & GLASS Automotive body, paint, interior & glass 811120

AUTO GLASS SERVICE Automotive body, paint, interior & glass 811122

BERNIE'S BODYWORKS Automotive body, paint, interior & glass 811121

FRED BRIGHTMAN Automotive body, paint, interior & glass 811121

GREG ANDERSON AUTO Automotive body, paint, interior & glass 811121

IDEAL AUTO REFINISHING Automotive body, paint, interior & glass 811121

KINGSLEY CUSTOM TRIM, LLC Automotive body, paint, interior & glass 811121

LIEN'S AUTO Automotive body, paint, interior & glass 811121

NORDIC AUTO GLASS LLC Automotive body, paint, interior & glass 811122

RAYS AUTO BODY, INC Automotive body, paint, interior & glass 811121

SARGENT GLASS INC Automotive body, paint, interior & glass 811122

WELSH AUTO BODY Automotive body, paint, interior & glass 811121

A PLUS CAR CARE Automotive mechanical & electrical repair 811111

ABSOLUTE AUTO CARE Automotive mechanical & electrical repair 811111

AUTOWORKS Automotive mechanical & electrical repair 811111

BRAD'S AUTO Automotive mechanical & electrical repair 811111

CAMBRIDGE PERF SPEC Automotive mechanical & electrical repair 811111

CHUCKS AUTO REPAIR INC Automotive mechanical & electrical repair 811111

CORY JOE S AUTOS Automotive mechanical & electrical repair 811111

COWLES AUTOMOTIVE REPAIR Automotive mechanical & electrical repair 811111

DRAGICH COMPANIES, INC. Automotive mechanical & electrical repair 811111

EJ AUTOMOTIVE INC Automotive mechanical & electrical repair 811111

FOSTER S AUTO REPAIR Automotive mechanical & electrical repair 811111

GROWING EDGE SERVICE Automotive mechanical & electrical repair 811111

HIS & HERS AUTOMOTIVE SPECIALITY Automotive mechanical & electrical repair 811111

HRS Automotive mechanical & electrical repair 811111

HYTECH AUTOMOTIVE OF PRINCETON Automotive mechanical & electrical repair 811111

INTEGRITY AUTOMOTIVE Automotive mechanical & electrical repair 811111

JOHN HULETT AUTO REPAIR Automotive mechanical & electrical repair 811111

NORTH 40 AUTO Automotive mechanical & electrical repair 811111

NORTHERN LIGHTS AUTO TRUCK & SNOWMOBAutomotive mechanical & electrical repair 811111

PATRIOT AUTOMOTIVE LLC Automotive mechanical & electrical repair 811111

PORTER MACHINE CORP Automotive mechanical & electrical repair 811111

RAY'S REPAIR Automotive mechanical & electrical repair 811111

ROXBURY RACING Automotive mechanical & electrical repair 811113

RUM RIVER AUTOMOTIVE INC Automotive mechanical & electrical repair 811111

SAINTS AUTOMOTIVE SERVICE CENTER Automotive mechanical & electrical repair 811111

TONYS AUTO Automotive mechanical & electrical repair 811111

ALL STAR AUTO PARTS Automotive parts, accessories & tire stores 441310

ANDREWS INC OF PRINCETON Automotive parts, accessories & tire stores 441310

M&K TIRE LLC Automotive parts, accessories & tire stores 441320

32

NAPA Automotive parts, accessories & tire stores 441310

O'REILLY AUTO PARTS Automotive parts, accessories & tire stores 441310

WYANETTE AUTO PARTS Automotive parts, accessories & tire stores 441310

GARYS BARBER SHOP Barber shops 812111

JENSEN'S BARBER SHOP Barber shops 812111

THE CUTTING EDGE OF PRINCETON Barber shops 812111

BELA SALON Beauty salons 812112

GREAT CLIPS FOR HAIR Beauty salons 812112

LORI'S, FOR ALL APPEARANCES Beauty salons 812112

NEIL'S ADDED TOUCH HAIR SALON Beauty salons 812112

REJUVENATE SPA & SALON Beauty salons 812112

ROBIN'S NEST BEAUTY SALON Beauty salons 812112

SHANNON'S CUTS CURLS & STYLES Beauty salons 812112

SHEAR ADVANTAGE INC Beauty salons 812112

SHEAR BLONDE SALON LLC Beauty salons 812112

STUDIO OF HAIR DESIGN Beauty salons 812112

STYLES SHARP SALON Beauty salons 812112

TOTAL HAIR CARE Beauty salons 812112

BURNS BOTTLE SHOP INC Beer, wine & liquor stores 445310

OLD LOG LIQUOR Beer, wine & liquor stores 445310

PRINCETON WINE AND SPIRITS / LIQUOR Beer, wine & liquor stores 445310

SAND DUNES SPIRITS Beer, wine & liquor stores 445310

GOSPEL SONG PUBLICATIONS Book stores 451211

PRINCETON BOOK AND BIBLE Book stores 451211

THE WASHBOARD Coin‐operated laundries & drycleaners 812310

J COMPANIES, LLC Computer & software stores 443120

ARBONNE INTERNATIONAL Cosmetics, beauty supplies, perfume stores 446120

BEAUTICONTROL Cosmetics, beauty supplies, perfume stores 446120

GREENSIDE GRILLE Drinking places (alcoholic beverages) 722513

LONG SIDING BAR & GRILL Drinking places (alcoholic beverages) 722513

MOONSHINE BAR AND GRILL Drinking places (alcoholic beverages) 722513

MYSTIC INN Drinking places (alcoholic beverages) 722410

SHOOTERS Drinking places (alcoholic beverages) 722513

THE WHISTLING PICKLE Drinking places (alcoholic beverages) 722410

VFW & AMAERICAN LEGION Drinking places (alcoholic beverages) 722513

VILO LANES & LOUNGE Drinking places (alcoholic beverages) 722410

COUNTRY FLORAL OF BUFFALO Florists 453110

FLOWERS FROM ABOVE Florists 453110

PRINCETON FLORAL AND GIFT Florists 453110

ANGENO'S PIZZA / ZIMMERMAN BAR GRILL Full‐service restaurants 722110

FINISH LINE CAFE Full‐service restaurants 722110

FRONTIER STEAK HOUSE Full‐service restaurants 722110

HI WAY INN LLC Full‐service restaurants 722110

K‐BOB CAFE Full‐service restaurants 722110

MADRE LOCA Full‐service restaurants 722110

MERLINS FAMILY Full‐service restaurants 722110

NEIGHBORS ON THE RUM Full‐service restaurants 722110

33

PAPA'S ITALIAN Full‐service restaurants 722110

RIDGEWOOD BAY CAMP AND RESORT Full‐service restaurants 722110

STEVENS RESTAURANT Full‐service restaurants 722110

AMISH OUTDOOR FURNITURE Furniture stores 442110

WOODCRAFTING & DESIGNING INC Furniture stores 442110

CASEY'S GENERAL STORE Gasoline stations 447110

HOFMAN'S AMOCO STATION Gasoline stations 447110

HOLIDAY STATIONSTORES Gasoline stations 447110

HOLIDAY STATIONSTORES Gasoline stations 447110

LITTLE DUKE'S Gasoline stations 447110

MARATHON Gasoline stations 447110

SANDUNE STOP Gasoline stations 447110

SUPERAMERICA 4525 Gasoline stations 447110

FAMILY DOLLAR STORES General merchandise stores 452112

PAMIDA DISCOUNT CENTER 018 General merchandise stores 452112

WAL‐MART General merchandise stores 452112

PRINCETON RENTAL General rental centers 532310

CORNERSTONE THRIFT AND GIFT LLC Gift, novelty & souvenir stores 453220

GIFTS & GADGETS GALORE Gift, novelty & souvenir stores 453220

K & K COLLECTIBLES Gift, novelty & souvenir stores 453220

MYRAS HOME DECOR & GIFTS Gift, novelty & souvenir stores 453220

REYNOLDS BALLOON & PARTY Gift, novelty & souvenir stores 453220

COBORN'S, INCORPORATED Grocery stores 445110

PENNY S PANTRY Grocery stores 445110

WALMART Grocery stores 445110

ACE HARDWARE Hardware stores 444130

SNAP‐ON TOOLS Hardware stores 444130

TRUE VALUE (MARV'S) Hardware stores 444130

CAPES CUSTOM CLEANING Home / garden equipment & appliance repair 811412

E & N APPILIANCE REPAIR Home / garden equipment & appliance repair 811412

KEITH S REPAIR, INC. Home / garden equipment & appliance repair 811412

MECHANX SMALL ENGINE REPA Home / garden equipment & appliance repair 811411

PRECISION BLADE SHARPENING Home / garden equipment & appliance repair 811411

M&G BUILDERS AND SIDING LLC Home centers 444110

ART N' SEW Home furnishings stores 442299

CARPET PLUS CLEANING & RESTORATION LLC Home furnishings stores 442210

COOK'S FLOOR COVERINGS Home furnishings stores 442210

HI‐PERFORMANCE FLOORING LLC Home furnishings stores 442210

M.A.D. FLOORING LLC Home furnishings stores 442210

NATIONWIDE FLOORCOVERING SPECI Home furnishings stores 442210

RMD FLOORS & MORE LLC Home furnishings stores 442210

DIAMONDHEAD JEWELERS Jewelry stores 448310

MICHELLE RONALD GENSLER Jewelry stores 448310

AGS / AMERICAN GARDEN SUPPLY Lawn & garden equipment & supplies stores 444220

CENTRAL FEED Lawn & garden equipment & supplies stores 444220

ECO‐IZER FERTILIZER COMPANY, LLC Lawn & garden equipment & supplies stores 444220

BURGER KING Limited‐service eating places 722211

34

CARRY CASEYS OUT PIZZA Limited‐service eating places 722211

CARRY CASEYS OUT PIZZA Limited‐service eating places 722211

CHINA HOUSE Limited‐service eating places 722211

COFFEE CORNER Limited‐service eating places 722211

COME AND TAKE IT BBQ LLC Limited‐service eating places 722211

DAIRY QUEEN Limited‐service eating places 722211

DOMINO'S PIZZA Limited‐service eating places 722211

MCDONALDS Limited‐service eating places 722211

NEW CHINA CHINESE RESTAURANT Limited‐service eating places 722211

PAPPA MURPHY'S PIZZA Limited‐service eating places 722211

PIZZA BARN Limited‐service eating places 722211

PIZZA BARN OF PRINCETON Limited‐service eating places 722211

PIZZA HUT Limited‐service eating places 722211

SANTA LUCIA'S ICE CREAM Limited‐service eating places 722211

SUBWAY Limited‐service eating places 722211

TACO JOHN'S Limited‐service eating places 722211

OSSELL DEPARTMENT STORE Men's clothing stores 448110

ACE BID COM Miscellaneous store retailers 453998

A‐Z ASSET LIQUIDATION Miscellaneous store retailers 453998

FEDERATED PROPANE Miscellaneous store retailers 453998

R J FRAMING & GUNS Miscellaneous store retailers 453998

ROCKS AND THINGS Miscellaneous store retailers 453998

B & L CUSTOM TRAILERS Motorcycle, boat & other motor vehicles 441221

PRINCETON TRAILERS, INCORPORATED. Motorcycle, boat & other motor vehicles 441221

T NAILS Nail salons 812113

ACURA New car dealers 441110

NORTH COUNTRY TOPPERS & TRUCK New car dealers 441110

PRINCETON AUTO CENTER New car dealers 441110

PRINCETON VISION CTR Optical good stores 446130

ANYTIME FITNESS Other amusement (bowling, golf, fitness) 713940

BEYOND SPORT Other amusement (bowling, golf, fitness) 713940

COUNTRYVIEW LANES INC Other amusement (bowling, golf, fitness) 713950

FAIRWAY SHORES Other amusement (bowling, golf, fitness) 713910

HUDSON‐ESSEX TERRAPLANE CLUB INC Other amusement (bowling, golf, fitness) 713940

PRINCETON FITNESS LLC Other amusement (bowling, golf, fitness) 713940

PRINCETON GOLF COURSE Other amusement (bowling, golf, fitness) 713910

PRINCETON HEALTH & FITNESS Other amusement (bowling, golf, fitness) 713940

PRINCETON LANES & LOUNGE INC Other amusement (bowling, golf, fitness) 713950

PRINCETON YOUTH HOCKEY ARENA Other amusement (bowling, golf, fitness) 713940

PRINSTON BASEBALL Other amusement (bowling, golf, fitness) 713940

TJ FITNESS LLC Other amusement (bowling, golf, fitness) 713940

IN COUNTRY REPAIR Other automotive repair & maintenance 811198

PRINCETON CAR WASH Other automotive repair & maintenance 811192

HEARING CENTER Other health care (vitamin, medical equip) 446199

ANCHOR 13 TATT00 Other personal care services (tattoos, spas, piercing) 812199

CUTTING EDGE TANNING Other personal care services (tattoos, spas, piercing) 812199

FLANIGAN & ASSOCIATE MASSAGE & BODY WOOther personal care services (tattoos, spas, piercing) 812199

35

MAMA GRACIE'S PREGNANCY SHOP & SPA Other personal care services (tattoos, spas, piercing) 812199

NIKKI'S Other personal care services (tattoos, spas, piercing) 812199

PARSON MASSAGE THERAPY Other personal care services (tattoos, spas, piercing) 812199

REJUVENATE SPA & SALON Other personal care services (tattoos, spas, piercing) 812199

BIG RIVER RIFLES Personal goods repair (watch, boat, garment) 811490

BROKEN AERO SERVICES INC Personal goods repair (watch, boat, garment) 811490

D & S REPAIR Personal goods repair (watch, boat, garment) 811490

DEE S ALTERATIONS Personal goods repair (watch, boat, garment) 811490

ELIZABETH LUEBESMIER Personal goods repair (watch, boat, garment) 811490

WOLFF CYLINDER HEAD Personal goods repair (watch, boat, garment) 811490

ANDY & TERI'S SECOND CHANCE Pet & pet supplies stores 453910

BRAMBLES TACK & GIFTS Pet & pet supplies stores 453910

EXPRESSIVE IMAGES Pet & pet supplies stores 541921

GOLDEN ACRES HEALTHY PETS Pet & pet supplies stores 453910

GRAMS BOARDING KENNEL Pet care (except veterinary services) 812910

HAYES K‐9 GROOMING Pet care (except veterinary services) 812910

KATS PAWS & CLAWS Pet care (except veterinary services) 812910

OAK MAJESTIC KENNELS Pet care (except veterinary services) 812910

PAWS UP 4 YOU Pet care (except veterinary services) 812910

SORAYA KENNELS LLC Pet care (except veterinary services) 812910

TAILS TO THE TUB GROOMING SHOP Pet care (except veterinary services) 812910

WINALOT KENNELS Pet care (except veterinary services) 812910

COBORN'S PHARMACY 19 Pharmacies & drug stores 446110

FAIRVIEW PHARMACIES Pharmacies & drug stores 446110

BURSCH ADVG & PHOTOGRAPHY Photographic services 541922

HAPPENSTANCE PHOTOGRAPHY Photographic services 541921

KASSIE KLOSS PHOTOGRAPHY Photographic services 541921

MANDI JOHNSON PHOTOGRAPHY Photographic services 541921

MICHAEL THOMPSON PHOTOGRAPHY Photographic services 541921

ROSE LOUISE PHOTOGRAPHY Photographic services 541921

VENSLAND PHOTOGRAPHY LLC Photographic services 541921

N PETES PUNK Reupholstery & furniture repair 811420

HIERLINGER'S SHOE STORE Shoe stores 448210

PAYLESS SHOESOURCE Shoe stores 448210

BRANDON KURTZ SIDING, INC. Specialized building material dealers 444190

CUSTOM RAILINGS PLUS LLC Specialized building material dealers 444190

GUY'S GLASS LLC Specialized building material dealers 444190

KELLY BRICK AND STONE LLC Specialized building material dealers 444190

KIENITZ CONCRETE & MASONRY INC Specialized building material dealers 444190

SULTAN SIDING LLC Specialized building material dealers 444190

TONY'S FENCING Specialized building material dealers 444190

VINYLMAN SIDING Specialized building material dealers 444190

HARVEST THYME NATURAL FOODS Specialty food stores 445299

J.D. WATKINS ENTERPRISES, INC. Specialty food stores 445299

MEL S EXTRA DELICIOUS CANDY Specialty food stores 445292

MINNESOTA FARMERS MARKET Specialty food stores 445230

PRINCETON MEATS Specialty food stores 445210

36

BLUE OX FIRE ARMS LLC Sporting goods stores 451110

CLUB LEVEL SPORTS CARDS, LLC Sporting goods stores 451110

FULL METAL GUN SHOP Sporting goods stores 451110

R J FRAMING & GUNS Sporting goods stores 451110

REGAL FIREARMS, LLC Sporting goods stores 451110

WILSON SPORTS Sporting goods stores 451110

DAVE JOHNSON MOTORS Used car dealers 441120

GOTTLIEB USED CARS Used car dealers 441120

RECH MOTORS Used car dealers 441120

TIBET MOTORS INC Used car dealers 441120

TRENT'S USED CAR NETWORK INC Used car dealers 441120

WHOLESALE AUTO Used car dealers 441120

EMPORIUM BY MON MARCHE Used merchandise stores 453310

FAMILY PATHWAYS Used merchandise stores 453310

LOUISE'S BASEMENT Used merchandise stores 453310

POTTER'S THRIFT Used merchandise stores 453310

PRINCETON TRADING POST INC Used merchandise stores 453310

PRINCETON USED CLOTHING CENTER Used merchandise stores 453310

RENU Used merchandise stores 453310

THRIFT WITH A TWIST Used merchandise stores 453310

BE ENVIED BOUTIQUE Women's clothing stores 448120

OSSELL DEPARTMENT STORE Women's clothing stores 448120

37

All Minnesota Cities (2,500-4,999 pop)

Average of 86 downtowns

Greater Minnesota Cities (2,500-4,999 pop)

Average of 65 downtowns

Business category Average number

of businesses Business category

Average number

of businesses

Beauty salons 2.69 Beauty salons 3.02

Automotive mechanical &

electrical repair 1.49 Grocery stores 1.71

Grocery stores 1.47

Automotive mechanical &

electrical repair 1.65

Automotive parts, accessories,

& tire stores 1.09

Automotive parts, accessories,

& tire stores 1.26

Other amusement (bowling,

golf, fitness) 1.08

Other amusement (bowling,

golf, fitness) 1.18

Drinking places (alcoholic

beverages) 1.05

Drinking places (alcoholic

beverages) 1.17

Beer, wine, & liquor stores 0.76


(tattoos, spas, piercing) 0.83


(tattoos, spas, piercing) 0.74

Gift, novelty, & souvenir

stores 0.82

Gift, novelty, & souvenir stores 0.71 Hardware stores 0.80

Used merchandise stores 0.70 Beer, wine, & liquor stores 0.80

Hardware stores 0.67 Used merchandise stores 0.80

General merchandise stores 0.65 General merchandise stores 0.75

Specialized building material

dealers 0.64 Florists 0.74

Florists 0.62 Barber shops 0.74

Automotive body, paint,

interior, & glass 0.60

Specialized building material

dealers 0.72

TABLE 2: Top downtown businesses of cities between 2,500-4,999 in population (within ½-mile radius of city center) Source: InfoUSA

APPENDIX D: BUSINESS MIX ANALYSISSource: http://www.extension.umn.edu/community/research/reports/docs/2014-Business-Mix-Report.pdf

38

MINNESOTA CITIES BY POPULATION GROUP *DENOTES CITY IN SEVEN-COUNTY METRO

Pop. 1,000-2,499 Ada Adrian Aitkin Appleton Arlington Atwater Aurora Avon Babbitt Bagley Baudette Bird Island Blooming Prairie Braham Breezy Point Buhl Canby Clara Clearwater Coleraine Cologne* Cottonwood Crosby Crosslake Dassel Dawson Dellwood* Dundas East Gull Lake Eden Valley Edgerton Elbow Lake Elgin Esko Excelsior* Eyota Fairfax Fosston Frazee Fulda Gaylord Gilbert Glyndon Goodhue Grand Marais Grand Meadow Harmony Harris Hawley Hayfield Hector Hinckley Houston Howard Lake Hoyt Lakes Janesville Keewatin Kenyon Lakefield Lakeland* Lake St. Croix Beach* Lake Shore Lauderdale* Lester Prairie Lewiston Lexington* Little Rock Long Lake Madelia Madison Madison Lake Mahnomen Mantorville

Maple Lake* Maple Plain* Mapleton Mayer* Medford Menahga Minneota Mountain Lake New London New Richland New York Mills Nicollet Nisswa Oakport Olivia Oronoco Ortonville Osakis Parkers Prairie Paynesville Pelican Rapids Pequot Lakes Pierz Preston Redby Red Lake Red Lake Falls Renville Rice Richmond Rock Creek Rockville Royalton Rushford St. Bonifacius* Shafer Sherburn Silver Bay Slayton Spicer Springfield Spring Grove Spring Park* Spring Valley Stacy Starbuck Tonka Bay* Tracy Truman Tyler Wanamingo Warren Warroad Waterville Waverly Wells Wheaton Winnebago Winsted Winthrop

Pop. 2,500-5,000 Afton* Albany Annandale Arnold Barnesville Bayport * Becker Benson Blue Earth Breckenridge Caledonia Cannon Falls

Carver* Centerville* Chatfield Chisago City Chisholm Circle Pines* Cohasset Cokato Cold Spring Columbus* Dayton* Deephaven* Dilworth Dodge Center Eagle Lake Elko New Market* Ely Eveleth Foley Glenwood Goodview Granite Falls Grant* Greenfield* Hanover Independence* Jackson La Crescent Lake Crystal Le Center Le Sueur Lindstrom Long Prairie Lonsdale Luverne Melrose Milaca Montgomery Montrose Moose Lake Mora Mountain Iron Newport* North Oaks* Norwood Yng America* Nowthen* Oak Park Heights* Osseo* Park Rapids Perham Pine City Pine Island Pipestone Plainview Princeton Proctor Rockford Roseau Rush City St. Augusta St. Charles St. James Sandstone Sauk Centre Scandia* Sleepy Eye Staples Two Harbors Wabasha Wadena Watertown* Wayzata* Windom Zumbrota

Pop. 5,000-10,000 Albertville Arden Hills* Baxter Belle Plaine* Byron Cambridge Corcoran* Crookston Delano Detroit Lakes East Grand Forks Falcon Heights* Glencoe Hermantown International Falls Isanti Jordan* Kasson Lake City Lake Elmo* Litchfield Little Canada* Little Falls Mahtomedi* Medina* Minnetrista* Montevideo Morris Mound* New Prague Oak Grove* Orono* Redwood Falls Rogers* St. Anthony* St. Francis* St. Joseph St. Paul Park* Shorewood* Spring Lake Park* Stewartville Thief River Falls Victoria* Virginia Waite Park Waseca Wyoming Zimmerman

Pop. 10,000-25,000 Albert Lea Alexandria Anoka* Austin Bemidji Big Lake Brainerd Buffalo Champlin* Chanhassen* Chaska* Cloquet Columbia Heights* Crystal* East Bethel* Elk River Fairmont Faribault Farmington* Fergus Falls Forest Lake* Golden Valley* Grand Rapids

Ham Lake* Hastings* Hibbing Hopkins* Hugo* Hutchinson Lino Lakes* Marshall Mendota Heights* Monticello Mounds View* New Brighton* New Hope* New Ulm North Branch Northfield North Mankato North St. Paul* Otsego Prior Lake* Ramsey* Red Wing Robbinsdale* Rosemount* St. Michael St. Peter Sartell Sauk Rapids South St. Paul * Stillwater* Vadnais Heights* Waconia* West St. Paul* White Bear Lake* Willmar Worthington

Pop. 25,000-50,000 Andover* Brooklyn Center* Cottage Grove* Edina* Fridley* Inver Grove Heights* Mankato Maplewood* Moorhead Oakdale* Owatonna Richfield* Roseville* St. Louis Park* Savage* Shakopee* Shoreview* Winona

Pop. 50,000-100,000 Apple Valley* Blaine* Bloomington* Brooklyn Park* Burnsville* Coon Rapids* Duluth Eagan* Eden Prairie* Lakeville* Maple Grove* Minnetonka* Plymouth* St. Cloud Woodbury*

39

Minnesota cities with 2,500-5,000 population (Average of 86 downtowns) Source: InfoUSA

NAICS NAICS Description

.25-Mile Buffer .5-Mile Buffer 1-Mile Buffer

Number Sales (000's) Number Sales (000's) Number Sales (000's)

44111000 New car dealers 0.10 1,239 0.15 2,456 0.26 5,439

44112000 Used car dealers 0.21 570 0.44 1,202 0.88 1,974

44121000 Recreational vehicle dealers 0.03 97 0.05 384 0.10 890

44122000 Motorcycle, boat, & other motor vehicles 0.17 289 0.24 410 0.48 1,854

44130000 Automotive parts, accessories, & tire stores 0.67 604 1.09 975 1.56 1,518

44210000 Furniture stores 0.26 313 0.33 391 0.43 633

44220000 Home furnishings stores 0.33 269 0.43 345 0.65 651

44311000 Appliance, television, & other electronics stores 0.00 - 0.00 - 0.00 -

44312000 Computer & software stores 0.00 - 0.00 - 0.00 -

44313000 Camera & photographic supplies stores 0.00 - 0.00 - 0.00 -

44411000 Home centers 0.02 41 0.03 57 0.07 147

44412000 Paint & wallpaper stores 0.10 95 0.12 112 0.17 200

44413000 Hardware stores 0.63 959 0.67 992 0.90 1,435

44419000 Specialized building material dealers 0.35 600 0.64 1,131 1.09 1,927

44420000 Lawn & garden equipment & supplies stores 0.12 249 0.20 387 0.37 478

44510000 Grocery stores 0.86 3,827 1.47 6,941 2.26 11,797

44520000 Specialty food stores 0.28 284 0.34 988 0.48 1,270

44530000 Beer, wine, & liquor stores 0.52 826 0.76 1,134 0.93 1,442

44611000 Pharmacies & drug stores 0.48 930 0.59 1,121 0.90 1,634

44612000 Cosmetics, beauty supplies, perfume stores 0.01 3 0.02 6 0.03 8

44613000 Optical goods stores 0.09 45 0.12 60 0.15 82

44619000 Other health care (vitamin, medical equip) 0.21 116 0.36 207 0.44 249

44710000 Gasoline stations 0.34 987 0.57 1,813 0.95 3,932

44811000 Men's clothing stores 0.09 49 0.09 49 0.12 65

44812000 Women's clothing stores 0.22 154 0.23 160 0.26 169

44813000 Children's & infants' clothing stores 0.01 2 0.03 15 0.05 22

44814000 Family clothing stores 0.22 317 0.27 360 0.31 375

44815000 Clothing accessories stores 0.06 25 0.06 25 0.06 25

44819000 Specialized clothing stores (dress, etc) 0.07 79 0.12 88 0.15 94

44821000 Shoe stores 0.10 42 0.12 75 0.14 99

44831000 Jewelry stores 0.28 315 0.28 315 0.40 399

44832000 Luggage & leather goods stores 0.02 21 0.02 21 0.03 35

45111000 Sporting goods stores 0.13 50 0.21 74 0.50 175

45112000 Hobby, toy, & game stores 0.10 59 0.27 116 0.33 141

45113000 Sewing, needlework, & piece goods stores 0.19 85 0.21 90 0.22 107

45114000 Musical instrument & supplies stores 0.08 55 0.10 60 0.13 76

45121000 Book Stores 0.12 60 0.14 76 0.14 76

45122000 Tape, compact disc, & record stores 0.00 - 0.00 - 0.00 -

45200000 General merchandise stores 0.50 601 0.65 875 0.84 1,729

45310000 Florists 0.44 99 0.62 151 1.77 1,215

45321000 Office supplies & stationery stores 0.08 25 0.09 49 0.12 68

45322000 Gift, novelty, & souvenir stores 0.63 235 0.71 269 0.94 384

45330000 Used merchandise stores 0.59 213 0.70 238 0.99 340

45391000 Pet & pet supplies stores 0.07 44 0.09 68 0.10 84

45392000 Art dealers 0.13 307 0.21 378 0.23 395

51213000 Motion picture & video exhibition 0.20 114 0.21 121 0.23 136

53210000 Automotive equipment rental & leasing 0.06 80 0.16 199 0.33 590

53222000 Formal wear & costume rental 0.00 - 0.00 - 0.02 3

53223000 Video tape & disc rental 0.20 50 0.34 76 0.50 157

53230000 General rental centers 0.02 20 0.07 38 0.16 126

54192000 Photographic services 0.38 95 0.51 117 0.62 138

71310000 Amusement parks & arcades 0.00 - 0.01 2 0.02 6

71390000 Other amusement (bowling, golf, fitness) 0.79 318 1.08 444 1.90 945

72210000 Full-service restaurants 0.00 - 0.00 - 0.00 -

72220000 Limited-service eating places 0.00 - 0.00 - 0.00 -

72240000 Drinking places (alcoholic beverages) 0.91 357 1.05 418 1.21 477

81111000 Automotive mechanical & electrical repair 0.79 347 1.49 585 2.36 981

81112000 Automotive body, paint, interior, & glass 0.34 89 0.60 181 1.17 369

81119000 Other automotive repair & maintenance 0.05 15 0.15 48 0.44 134

81141000 Home/garden equipment & appliance repair 0.16 56 0.29 85 0.38 126

81142000 Reupholstery & furniture repair 0.03 5 0.05 7 0.12 15

81143000 Footwear & leather goods repair 0.01 1 0.05 5 0.06 12

81149000 Personal goods repair (watch, boat, garment) 0.12 61 0.20 88 0.43 178

81211100 Barber shops 0.52 49 0.58 53 0.64 57

81211200 Beauty salons 2.22 406 2.69 466 3.53 662

81211300 Nail salons 0.06 8 0.07 10 0.12 15

81219000 Other personal care services (tattoos, spas, piercing) 0.57 75 0.74 99 1.07 139

81231000 Coin-operated laundries & drycleaners 0.06 6 0.06 6 0.15 16

81232000 Dry cleaning & laundry (except coin-operated) 0.10 16 0.19 54 0.26 80

81291000 Pet care (except veterinary) services 0.20 30 0.33 52 0.42 63

Total 17.78 13,010 24.80 16,456 37.13 28,333

40

Minnesota non-metro cities with 2,500-5,000 population (Average of 65 downtowns) Source: InfoUSA

NAICS NAICS Description

.25-Mile Buffer .5-Mile Buffer 1-Mile Buffer

Number Sales (000's) Number Sales (000's) Number Sales (000's)

44111000 New car dealers 0.11 1,070 0.17 8,025 0.29 13,517

44112000 Used car dealers 0.22 661 0.49 1,466 0.95 2,261

44121000 Recreational vehicle dealers 0.05 128 0.06 508 0.11 616

44122000 Motorcycle, boat, & other motor vehicles 0.20 339 0.28 478 0.55 2,284

44130000 Automotive parts, accessories, & tire stores 0.78 651 1.26 994 1.80 1,641

44210000 Furniture stores 0.34 414 0.42 513 0.51 659

44220000 Home furnishings stores 0.35 290 0.45 342 0.72 710

44311000 Appliance, television, & other electronics stores 0.00 - 0.00 - 0.00 -

44312000 Computer & software stores 0.00 - 0.00 - 0.00 -

44313000 Camera & photographic supplies stores 0.00 - 0.00 - 0.00 -

44411000 Home centers 0.03 54 0.05 75 0.09 194

44412000 Paint & wallpaper stores 0.09 58 0.09 58 0.17 175

44413000 Hardware stores 0.74 1,067 0.80 1,111 1.05 1,661

44419000 Specialized building material dealers 0.40 753 0.72 1,286 1.22 2,231

44420000 Lawn & garden equipment & supplies stores 0.11 166 0.18 332 0.35 412

44510000 Grocery stores 0.97 4,673 1.71 112 2.62 123

44520000 Specialty food stores 0.34 312 0.42 1,243 0.57 1,555

44530000 Beer, wine, & liquor stores 0.51 810 0.80 1,203 1.00 1,545

44611000 Pharmacies & drug stores 0.54 1,045 0.69 1,298 0.98 1,791

44612000 Cosmetics, beauty supplies, perfume stores 0.02 4 0.03 8 0.05 10

44613000 Optical goods stores 0.09 44 0.12 64 0.17 93

44619000 Other health care (vitamin, medical equip) 0.23 137 0.35 188 0.45 229

44710000 Gasoline stations 0.37 1,106 0.66 2,170 1.11 4,360

44811000 Men's clothing stores 0.12 65 0.12 65 0.14 71

44812000 Women's clothing stores 0.22 136 0.22 136 0.23 141

44813000 Children's & infants' clothing stores 0.02 2 0.05 20 0.05 20

44814000 Family clothing stores 0.17 104 0.18 263 0.23 378

44815000 Clothing accessories stores 0.06 24 0.06 24 0.06 24

44819000 Specialized clothing stores (dress, etc) 0.03 35 0.09 47 0.09 47

44821000 Shoe stores 0.14 55 0.15 100 0.17 111

44831000 Jewelry stores 0.29 179 0.29 179 0.37 223

44832000 Luggage & leather goods stores 0.00 - 0.00 - 0.02 18

45111000 Sporting goods stores 0.15 64 0.23 82 0.54 184

45112000 Hobby, toy, & game stores 0.11 62 0.29 125 0.31 127

45113000 Sewing, needlework, & piece goods stores 0.23 108 0.26 114 0.26 114

45114000 Musical instrument & supplies stores 0.09 45 0.11 48 0.12 59

45121000 Book Stores 0.12 57 0.14 72 0.14 72

45122000 Tape, compact disc, & record stores 0.00 - 0.00 - 0.00 -

45200000 General merchandise stores 0.60 611 0.75 877 0.98 1,981

45310000 Florists 0.51 118 0.74 187 0.92 233

45321000 Office supplies & stationery stores 0.11 34 0.12 65 0.14 67

45322000 Gift, novelty, & souvenir stores 0.74 272 0.82 303 1.06 438

45330000 Used merchandise stores 0.68 232 0.80 86 1.08 169

45391000 Pet & pet supplies stores 0.03 31 0.06 63 0.06 63

45392000 Art dealers 0.17 406 0.22 451 0.23 464

51213000 Motion picture & video exhibition 0.26 150 0.28 160 0.31 180

53210000 Automotive equipment rental & leasing 0.06 41 0.17 2,675 0.34 6,093

53222000 Formal wear & costume rental 0.00 - 0.00 - 0.02 3

53223000 Video tape & disc rental 0.22 55 0.38 182 0.54 446

53230000 General rental centers 0.02 2 0.05 12 0.14 92

54192000 Photographic services 0.49 115 0.63 141 0.74 160

71310000 Amusement parks & arcades 0.00 - 0.00 - 0.02 5

71390000 Other amusement (bowling, golf, fitness) 0.92 301 1.18 410 2.11 954

72210000 Full-service restaurants 0.00 - 0.00 - 0.00 -

72220000 Limited-service eating places 0.00 - 0.00 - 0.00 -

72240000 Drinking places (alcoholic beverages) 1.00 404 1.17 460 1.34 526

81111000 Automotive mechanical & electrical repair 0.94 376 1.65 632 2.62 1,066

81112000 Automotive body, paint, interior, & glass 0.35 92 0.66 183 1.22 375

81119000 Other automotive repair & maintenance 0.03 5 0.14 35 0.51 135

81141000 Home/garden equipment & appliance repair 0.20 73 0.34 100 0.45 151

81142000 Reupholstery & furniture repair 0.02 3 0.03 4 0.08 9

81143000 Footwear & leather goods repair 0.02 1 0.05 6 0.05 6

81149000 Personal goods repair (watch, boat, garment) 0.09 47 0.18 80 0.38 143

81211100 Barber shops 0.66 62 0.74 68 0.78 70

81211200 Beauty salons 2.49 380 3.02 437 3.94 589

81211300 Nail salons 0.05 4 0.05 4 0.06 5

81219000 Other personal care services (tattoos, spas, piercing) 0.69 91 0.83 110 1.15 145

81231000 Coin-operated laundries & drycleaners 0.06 7 0.06 7 0.18 20

81232000 Dry cleaning & laundry (except coin-operated) 0.12 18 0.20 45 0.23 48

81291000 Pet care (except veterinary) services 0.17 28 0.26 41 0.37 56

Total 20.00 13,666 27.60 19,280 39.58 31,668

41

Prepared by Esri

APPENDIX E: Market Profile Princeton, Minnesota, United States Rings:

7 mile radii Latitude: 45.56996Longitude: -93.58163

7 milesPopulation Summary

2000 Total Population 13,9182010 Total Population 18,2662015 Total Population 18,430

2015 Group Quarters 1682020 Total Population 18,695

2015-2020 Annual Rate 0.29%Household Summary

2000 Households 5,0562000 Average Household Size 2.72



2020 Households 6,8912020 Average Household Size 2.692015-2020 Annual Rate 0.32%

2010 Families 4,9322010 Average Family Size 3.10

2015 Families 4,9762015 Average Family Size 3.09

2020 Families 5,0402020 Average Family Size 3.092015-2020 Annual Rate 0.26%

Housing Unit Summary2000 Housing Units 5,292

Owner Occupied Housing Units 82.2%Renter Occupied Housing Units 13.3%Vacant Housing Units 4.5%

2010 Housing Units 7,173Owner Occupied Housing Units 78.9%Renter Occupied Housing Units 14.3%Vacant Housing Units 6.8%



Median Household Income2015 $64,0082020 $75,009

Median Home Value2015 $169,7342020 $217,857

Per Capita Income2015 $26,8902020 $30,040

Median Age2010 37.42015 38.32020 39.1

Data Note: Household population includes persons not residing in group quarters. Average Household Size is the household population divided by total households. Persons in families include the householder and persons related to the householder by birth, marriage, or adoption. Per Capita Income represents the income received by all persons aged 15 years and over divided by the total population.Source: U.S. Census Bureau, Census 2010 Summary File 1. Esri forecasts for 2015 and 2020. Esri converted Census 2000 data into 2010 geography.

November 11, 2015

©2015 Esri Page 1 of 7

42

Market ProfilePrinceton, Minnesota, United States Prepared by EsriRings: 7 mile radii Latitude: 45.56996

Longitude: -93.58163

7 miles2015 Households by Income

Household Income Base 6,782<$15,000 7.4%$15,000 - $24,999 7.8%$25,000 - $34,999 7.1%$35,000 - $49,999 14.0%$50,000 - $74,999 21.0%$75,000 - $99,999 20.6%$100,000 - $149,999 17.5%$150,000 - $199,999 2.6%$200,000+ 2.1%

Average Household Income $73,1782020 Households by Income

Household Income Base 6,891<$15,000 6.9%$15,000 - $24,999 5.6%$25,000 - $34,999 5.5%$35,000 - $49,999 12.2%$50,000 - $74,999 19.8%$75,000 - $99,999 24.3%$100,000 - $149,999 20.0%$150,000 - $199,999 3.2%$200,000+ 2.4%

Average Household Income $81,6412015 Owner Occupied Housing Units by Value

Total 5,713<$50,000 2.5%$50,000 - $99,999 12.7%$100,000 - $149,999 23.7%$150,000 - $199,999 28.0%$200,000 - $249,999 16.3%$250,000 - $299,999 8.0%$300,000 - $399,999 5.9%$400,000 - $499,999 1.7%$500,000 - $749,999 0.9%$750,000 - $999,999 0.1%$1,000,000 + 0.1%

Average Home Value $184,1372020 Owner Occupied Housing Units by Value

Total 5,786<$50,000 2.3%$50,000 - $99,999 11.2%$100,000 - $149,999 11.3%$150,000 - $199,999 18.6%$200,000 - $249,999 18.3%$250,000 - $299,999 13.6%$300,000 - $399,999 15.0%$400,000 - $499,999 5.5%$500,000 - $749,999 3.2%$750,000 - $999,999 0.8%$1,000,000 + 0.1%

Average Home Value $239,914

Data Note: Income represents the preceding year, expressed in current dollars. Household income includes wage and salary earnings, interest dividends, net rents, pensions, SSI and welfare payments, child support, and alimony. Source: U.S. Census Bureau, Census 2010 Summary File 1. Esri forecasts for 2015 and 2020. Esri converted Census 2000 data into 2010 geography.

November 11, 2015


43



7 miles2010 Population by Age

Total 18,2660 - 4 7.1%5 - 9 7.4%10 - 14 7.7%15 - 24 12.0%25 - 34 12.6%35 - 44 14.6%45 - 54 16.3%55 - 64 10.6%65 - 74 6.7%75 - 84 3.5%85 + 1.6%

18 + 73.4%2015 Population by Age

Total 18,4310 - 4 6.7%5 - 9 7.1%10 - 14 7.1%15 - 24 12.4%25 - 34 12.4%35 - 44 13.1%45 - 54 15.3%55 - 64 12.6%65 - 74 7.8%75 - 84 3.8%85 + 1.7%

18 + 75.2%2020 Population by Age

Total 18,6940 - 4 6.5%5 - 9 6.7%10 - 14 7.4%15 - 24 11.5%25 - 34 12.2%35 - 44 13.8%45 - 54 13.0%55 - 64 13.9%65 - 74 8.5%75 - 84 4.7%85 + 1.9%

18 + 75.5%2010 Population by Sex

Males 9,240Females 9,026

2015 Population by SexMales 9,304Females 9,127

2020 Population by SexMales 9,433Females 9,262

Source: U.S. Census Bureau, Census 2010 Summary File 1. Esri forecasts for 2015 and 2020. Esri converted Census 2000 data into 2010 geography.

November 11, 2015


44



7 miles2010 Population by Race/Ethnicity

Total 18,265White Alone 97.0%Black Alone 0.3%American Indian Alone 0.5%Asian Alone 0.4%Pacific Islander Alone 0.0%Some Other Race Alone 0.3%Two or More Races 1.6%

Hispanic Origin 1.4%Diversity Index 8.5

2015 Population by Race/EthnicityTotal 18,430

White Alone 96.5%Black Alone 0.4%American Indian Alone 0.5%Asian Alone 0.5%Pacific Islander Alone 0.0%Some Other Race Alone 0.3%Two or More Races 1.7%


2020 Population by Race/EthnicityTotal 18,695

White Alone 95.9%Black Alone 0.5%American Indian Alone 0.5%Asian Alone 0.7%Pacific Islander Alone 0.0%Some Other Race Alone 0.4%Two or More Races 2.0%


2010 Population by Relationship and Household TypeTotal 18,266

In Households 99.1%In Family Households 86.5%

Householder 26.9%Spouse 22.0%Child 32.6%Other relative 2.2%Nonrelative 2.8%

In Nonfamily Households 12.6%In Group Quarters 0.9%

Institutionalized Population 0.8%Noninstitutionalized Population 0.2%

Data Note: Persons of Hispanic Origin may be of any race. The Diversity Index measures the probability that two people from the same area will be from different race/ethnic groups.Source: U.S. Census Bureau, Census 2010 Summary File 1. Esri forecasts for 2015 and 2020. Esri converted Census 2000 data into 2010 geography.

November 11, 2015


45



7 miles2015 Population 25+ by Educational AttainmentTotal 12,300

Less than 9th Grade 2.9%9th - 12th Grade, No Diploma 7.2%High School Graduate 29.4%GED/Alternative Credential 5.1%Some College, No Degree 26.1%Associate Degree 13.1%Bachelor's Degree 11.6%Graduate/Professional Degree 4.5%

2015 Population 15+ by Marital StatusTotal 14,593

Never Married 28.1%Married 56.5%Widowed 4.2%Divorced 11.2%

2015 Civilian Population 16+ in Labor Force Civilian Employed 95.9%

Civilian Unemployed 4.1%2015 Employed Population 16+ by IndustryTotal 9,354 Agriculture/Mining 1.5% Construction 10.3% Manufacturing 19.7% Wholesale Trade 2.2% Retail Trade 12.8% Transportation/Utilities 7.8% Information 1.2% Finance/Insurance/Real Estate 4.8% Services 36.0% Public Administration 3.5%

2015 Employed Population 16+ by OccupationTotal 9,354 White Collar 52.3%

Management/Business/Financial 10.8% Professional 18.0% Sales 11.3% Administrative Support 12.1%

Services 14.9% Blue Collar 32.8%

Farming/Forestry/Fishing 0.3% Construction/Extraction 8.3% Installation/Maintenance/Repair 5.2% Production 10.2% Transportation/Material Moving 8.7%

Source: U.S. Census Bureau, Census 2010 Summary File 1. Esri forecasts for 2015 and 2020. Esri converted Census 2000 data into 2010 geography.

November 11, 2015


46



7 miles2010 Households by Type

Total 6,684Households with 1 Person 20.2%Households with 2+ People 79.8%

Family Households 73.8%Husband-wife Families 60.3%

With Related Children 27.9%Other Family (No Spouse Present) 13.5%

Other Family with Male Householder 5.5%With Related Children 3.7%

Other Family with Female Householder 8.0%With Related Children 5.5%

Nonfamily Households 6.0%

All Households with Children 37.9%

Multigenerational Households 3.3%Unmarried Partner Households 8.1%

Male-female 7.8%Same-sex 0.3%

2010 Households by SizeTotal 6,683

1 Person Household 20.2%2 Person Household 34.9%3 Person Household 16.4%4 Person Household 16.6%5 Person Household 7.6%6 Person Household 2.9%7 + Person Household 1.4%

2010 Households by Tenure and Mortgage StatusTotal 6,684

Owner Occupied 84.6%Owned with a Mortgage/Loan 67.0%Owned Free and Clear 17.6%

Renter Occupied 15.4%

Data Note: Households with children include any households with people under age 18, related or not. Multigenerational households are families with 3 or more parent-child relationships. Unmarried partner households are usually classified as nonfamily households unless there is another member of the household related to the householder. Multigenerational and unmarried partner households are reported only to the tract level. Esri estimated block group data, which is used to estimate polygons or non-standard geography.Source: U.S. Census Bureau, Census 2010 Summary File 1. Esri forecasts for 2015 and 2020. Esri converted Census 2000 data into 2010 geography.

November 11, 2015


47

Net Worth ProfilePrinceton, Minnesota, United States Prepared by EsriRing: 7 mile radius Latitude: 45.56996


2015-2020 2015-2020Summary Census 2010 2015 2020 Change Annual Rate

Population 18,266 18,430 18,695 265 0.29%Median Age 37.4 38.3 39.1 0.8 0.41%Households 6,684 6,782 6,891 109 0.32%Average Household Size 2.71 2.69 2.69 0.00 0.00%

2015 Households by Net Worth Number PercentTotal 6,782 100.0%

<$15,000 1,068 15.7%$15,000-$34,999 378 5.6%$35,000-$49,999 247 3.6%$50,000-$74,999 426 6.3%$75,000-$99,999 366 5.4%$100,000-$149,999 570 8.4%$150,000-$249,999 986 14.5%$250,000-$500,000 1,526 22.5%$500,000+ 1,215 17.9%

Median Net Worth $175,510Average Net Worth $533,555

Number of Households2015 Net Worth by Age of Householder <25 25-34 35-44 45-54 55-64 65-74 75+

Total 201 969 1,247 1,600 1,322 815 628<$15,000 74 210 216 225 178 65 102$15,000-$34,999 40 99 83 68 40 19 27$35,000-$49,999 23 46 70 39 38 20 11$50,000-$99,999 36 222 184 142 84 63 61$100,000-$149,999 8 141 127 94 79 72 48$150,000-$249,999 11 139 220 247 159 109 102$250,000+ 10 112 347 783 743 467 277

Median Net Worth $25,630 $72,090 $123,974 $240,754 $250,001 $250,001 $203,809Average Net Worth $62,280 $154,466 $301,249 $512,307 $852,353 $1,003,603 $503,629

Data Note: Net Worth is total household wealth minus debt, secured and unsecured. Net worth includes home equity, equity in pension plans, net equity in vehicles, IRAs and Keogh accounts, business equity, interest-earning assets and mutual fund shares, stocks, etc. Examples of secured debt include home mortgages and vehicle loans; examples of unsecured debt include credit card debt, certain bank loans, and other outstanding bills. Forecasts of net worth are based on the Survey of Consumer Finances, Federal Reserve Board.Source: U.S. Census Bureau, Census 2010 Summary File 1. Esri Forecasts for 2015 and 2020.

January 26, 2016


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U

S A

vera

ge

91.6

%

3.2%

1.6%

1.8%

5.0%

0.6%

1.4%

80%

60%

40%

20%

0

Whi

te

Bla

ck

Am

eric

anIn

dia

n

Asi

an a

ndPa

c. Is

land

Oth

er

Mul

tiple

His

pan

ic*

0

$60k

$90k

$30k

$120

k+

Med

ian

Hou

seho

ld In

com

e

$72,

000

US

Med

ian

$51,

000

00

$300

k$1

00k

$200

k$4

00k+

Med

ian

Net

Wor

th

$226

,000

US

Med

ian

$71

,000

$80,

000

$60,

000

$40,

000

$20,

000

010

0,00

030

0,00

050

0,00

070

0,00

090

0,00

0

Median Earnings

Wor

kers

(A

ge

16+

)

Pro

duc

tio

n

Hea

lth

Car

e P

ract

itio

ners

and

Tec

hnic

alO

ffice

and

Ad

min

istr

ativ

e Su

pp

ort

Man

agem

ent

Sale

s an

dR

elat

ed

350

050

100

150

200

250

300

Ho

usin

g

Foo

d

Ap

par

el &

Ser

vice

s

Tran

spo

rtat

ion

Hea

lth

Car

e

Ent

erta

inm

ent

&R

ecre

atio

n

Ed

ucat

ion

Pen

sio

ns &

Soci

al S

ecur

ity

Oth

er

118

78

122 12

9

128

119 12

7

122

119

TAPE

STRY

SEG

MEN

TATI

ON

TM

esri

.co

m/t

apes

try

Life

Mo

de

Gro

up: C

ozy

Cou

ntry

Liv

ing

Gre

en A

cres

INC

OM

E A

ND

NE

T W

OR

THN

et w

orth

mea

sure

s to

tal h

ouse

hold

ass

ets

(hom

es, v

ehic

les,

in

vest

men

ts, e

tc.)

less

any

deb

ts, s

ecur

ed (e

.g.,

mor

tgag

es)

or

un

secu

red

(cr

ed

it c

ard

s).

Ho

use

ho

ld in

com

e a

nd

net

wo

rth

are

estim

ated

by

Esr

i.

AG

E B

Y S

EX

(Esr

i dat

a)

Med

ian

Ag

e: 4

3.0

US:

37.

6|

Ind

icat

es U

S

RA

CE

AN

D E

THN

ICIT

Y (E

sri d

ata)

The

Div

ersi

ty In

dex

sum

mar

izes

rac

ial a

nd e

thni

c d

iver

sity

. The

ind

ex

sho

ws

the

likel

iho

od

tha

t tw

o p

erso

ns, c

hose

n at

ran

do

m fr

om

the

sa

me

area

, bel

ong

to

diff

eren

t ra

ce o

r et

hnic

gro

ups.

The

ind

ex

rang

es fr

om

0 (n

o d

iver

sity

) to

100

(co

mp

lete

div

ersi

ty).

Div

ersi

ty In

dex

: 24.

0 U

S: 6

2.1

6A

OC

CU

PATI

ON

BY

EA

RN

ING

STh

e fi v

e o

ccup

atio

ns w

ith t

he h

ighe

st n

umb

er o

f wo

rker

s in

the

mar

ket

are

dis

pla

yed

by

med

ian

earn

ing

s. D

ata

fro

m t

he C

ensu

s B

urea

u’s

Am

eric

an C

om

mun

ity S

urve

y.

AV

ER

AG

E H

OU

SEH

OLD

BU

DG

ET

IND

EX

The

ind

ex c

om

par

es t

he a

vera

ge

amo

unt

spen

t in

thi

s m

arke

t’s h

ous

eho

ld b

udg

ets

for

hous

ing

, fo

od

, ap

par

el, e

tc.,

to t

he a

vera

ge

amo

unt

spen

t b

y al

l US

hous

eho

lds.

An

ind

exo

f 100

is a

vera

ge.

An

ind

ex o

f 120

sho

ws

that

ave

rag

e sp

end

ing

by

cons

umer

s in

thi

s m

arke

tis

20

per

cent

ab

ove

the

nat

iona

l ave

rag

e. C

ons

umer

exp

end

iture

s ar

e es

timat

ed b

y E

sri.

50

Pop

ulat

ion

900,

000

11,0

00,0

00

10,3

01,0

00

Pop

ulat

ion

Gro

wth

(A

nnua

l %)

-0.5

%3.

0%

0.7%

Pop

ulat

ion

Den

sity

(Per

sons

per

sq

. mile

)0

25,0

00

1000

68

0W

ealt

h In

dex

142

350

0So

cio

eco

nom

ic S

tatu

s In

dex13

335

0

0H

ous

ing

Aff

ord

abili

ty In

dex

184

350

Ow

n86

.7%

Ren

t13

.3%

Home

Owne

rship

US

Perc

enta

ge:

63.6

% O

wn

36.4

% R

ent

TAPE

STRY

SEG

MEN

TATI

ON

TM

esri

.co

m/t

apes

try

MA

RK

ET

PR

OFI

LE (C

onsu

mer

pre

fere

nces

are

est

imat

ed fr

om d

ata

by

GfK

MRI

)

• Pu

rcha

sing

cho

ices

refl e

ct G

reen

Acr

es’ r

esid

ents

cou

ntry

life

, inc

lud

ing

a v

arie

ty o

f

vehi

cles

from

tru

cks

and

SU

Vs

to A

TVs

and

mot

orcy

cles

, pre

fera

bly

late

mod

el.

• H

omeo

wne

rs fa

vor

DIY

hom

e im

pro

vem

ent

pro

ject

s an

d g

ard

enin

g.

• M

edia

of c

hoic

e ar

e p

rovi

ded

by

sate

llite

ser

vice

, rad

io, a

nd t

elev

isio

n, a

lso

with

an

em

pha

sis

on c

ount

ry a

nd h

ome

and

gar

den

.

• G

reen

Acr

es re

sid

ents

pur

sue

phy

sica

l fi tn

ess

vig

orou

sly,

from

wor

king

out

on

ho

me

exer

cise

eq

uip

men

t to

pla

ying

a v

arie

ty o

f sp

orts

.

• Re

sid

ents

are

act

ive

in t

heir

com

mun

ities

and

a v

arie

ty o

f soc

ial o

rgan

izat

ions

,

from

frat

erna

l ord

ers

to v

eter

ans’

clu

bs.

ESR

I IN

DE

XE

SE

sri d

evel

op

ed t

hree

ind

exes

to

dis

pla

y av

erag

e ho

useh

old

wea

lth, s

oci

oec

ono

mic

sta

tus,

and

ho

usin

g a

fford

abili

ty fo

r th

e m

arke

t re

lativ

e to

US

stan

dar

ds.

PO

PU

LATI

ON

CH

AR

AC

TER

ISTI

CS

Tota

l po

pul

atio

n, a

vera

ge

annu

al p

op

ulat

ion

chan

ge

sinc

e C

ensu

s 20

10, a

nd a

vera

ge

den

sity

(po

pul

atio

n p

er s

qua

re m

ile) a

re d

isp

laye

d fo

r th

e m

arke

t re

lativ

e to

the

siz

ean

d c

hang

e am

ong

all

Tap

estr

y m

arke

ts. D

ata

estim

ated

by

Esr

i.

Life

Mo

de

Gro

up: C

ozy

Cou

ntry

Liv

ing

Gre

en A

cres

6A

HO

USI

NG

Med

ian

hom

e va

lue

is d

isp

laye

d fo

r m

arke

ts t

hat

are

prim

arily

ow

ner

occ

upie

d; a

vera

ge

rent

is s

how

n fo

r re

nter

-occ

upie

d m

arke

ts.

Tenu

re a

nd h

om

e va

lue

are

estim

ated

by

Esr

i. H

ous

ing

typ

e an

d a

vera

ge

rent

are

fro

m t

he C

ensu

s B

urea

u’s

Am

eric

an C

om

mun

ity S

urve

y.

Typ

ical

Ho

usin

g:

Sing

le F

amily

Med

ian

Val

ue:

$197

,000

US

Med

ian:

$17

7,00

0

51

TAPE

STRY

SEG

MEN

TATI

ON

TM

esri

.co

m/t

apes

try

Ho

useh

old

s: 2

,864

,000

Ave

rag

e H

ous

eho

ld S

ize:

2.3

8

Med

ian

Ag

e: 4

1.5

Med

ian

Ho

useh

old

Inco

me:

$39

,000

Life

Mo

de

Gro

up: C

ozy

Cou

ntry

Liv

ing

Hea

rtla

nd C

omm

unit

ies

WH

O A

RE

WE

?W

ell s

ettl

ed a

nd c

lose

-kni

t, H

eart

land

Co

mm

unit

ies

are

sem

irura

l and

sem

iretir

ed. T

hese

old

er h

ouse

hold

ers

are

pri

mar

ily h

om

eow

ners

, an

d m

any

have

pai

d o

ff t

heir

m

ortg

ages

. The

ir ch

ildre

n ha

ve m

oved

aw

ay, b

ut th

ey h

ave

no p

lans

to

leav

e th

eir

hom

es. T

heir

hear

ts a

re w

ith t

he

coun

try;

the

y em

bra

ce t

he s

low

er p

ace

of li

fe h

ere

but

ac

tivel

y p

artic

ipat

e in

out

doo

r ac

tiviti

es a

nd c

omm

unity

ev

ents

. Tra

diti

onal

and

pat

riotic

, the

se re

sid

ents

sup

por

t th

eir

loca

l bus

ines

ses,

alw

ays

buy

Am

eric

an, a

nd fa

vor

dom

estic

driv

ing

vac

atio

ns o

ver

fore

ign

pla

ne t

rips.

OU

R N

EIG

HB

OR

HO

OD

•Ru

ral c

omm

uniti

es o

r sm

all t

owns

are

conc

entr

ated

in t

he M

idw

est,

from

old

er R

ustb

elt

citie

s to

the

Gre

at P

lain

s.

•D

istr

ibut

ion

of h

ouse

hold

typ

es is

com

para

ble

to th

e U

S, p

rimar

ily (b

utno

t th

e m

ajor

ity) m

arrie

d c

oup

les,

mo

re w

ith

no c

hild

ren,

and

asl

ight

ly h

ighe

r pro

port

ion

of s

ingl

es(In

dex

112

) tha

t re

fl ect

s th

e ag

ing

of t

he p

opul

atio

n.

•Re

sid

ents

ow

n m

odes

t,si

ngle

-fam

ily h

omes

bui

ltb

efor

e 19

70.

•Th

ey o

wn

one

or t

wo

vehi

cles

;co

mm

utes

are

sho

rt (I

ndex

95)

.

SOC

IOE

CO

NO

MIC

TR

AIT

S•

Retir

ees

in t

his

mar

ket

dep

ress

the

ave

rag

e la

bor

forc

e p

artic

ipat

ion

rate

to

less

tha

n 60

% (I

ndex

95)

,bu

t the

une

mpl

oym

ent r

ate

is c

ompa

rabl

e to

the

US.

•M

ore

wor

kers

are

whi

te c

olla

r th

an b

lue

colla

r;m

ore

skill

ed t

han

unsk

illed

.

•Th

e ru

ral e

cono

my

of t

his

mar

ket

pro

vid

esem

plo

ymen

t in

the

man

ufac

turin

g, c

onst

ruct

ion,

and

ag

ricul

ture

ind

ustr

ies.

•Th

ese

are

bud

get

sav

vy c

onsu

mer

s; t

hey

stic

k to

bra

nds

they

gre

w u

p w

ith a

nd k

now

the

pric

e of

good

s th

ey p

urch

ase.

Buy

ing

Am

eric

an is

impo

rtan

t.

•D

aily

life

is b

usy,

but

rout

ine.

Wor

king

on

the

wee

kend

s is

not

unc

omm

on.

•Re

sid

ents

tru

st T

V a

nd n

ewsp

aper

s m

ore

than

any

othe

r m

edia

.

•Sk

eptic

al a

bou

t th

eir

fi nan

cial

futu

re, t

hey

stic

kto

com

mun

ity b

anks

and

low

-ris

k in

vest

men

ts.

Not

e: T

he In

dex

rep

rese

nts

the

ratio

of t

he s

egm

ent

rate

to

the

US

rate

mul

tiplie

d b

y 10

0. C

onsu

mer

pre

fere

nces

are

est

imat

ed fr

om d

ata

by

GfK

MRI

.

6F

52

Mal

eFe

mal

e8%

4%0

4%8%

85+

80–8

475

–79

70–7

465

–69

60–6

455

–59

50–5

445

–49

40–4

435

–39

30–3

425

–29

20–2

415

–19

10–1

45

–9 < 5

* H

isp

anic

can

be

of

any

race

.

U

S A

vera

ge

4.7%

2.4%

2.0%

6.1%

1.2%

0.8%

80%

60%

40%

20%

0

Whi

te

Bla

ck

Am

eric

anIn

dia

n

Asi

an a

ndPa

c. Is

land

Oth

er

Mul

tiple

His

pan

ic*

89.0

%

0

$60k

$90k

$30k

$120

k+

Med

ian

Hou

seho

ld In

com

e

$39,

000

US

Med

ian

$51,

000

00

$300

k$1

00k

$200

k$4

00k+

Med

ian

Net

Wor

th

$55,

000

US

Med

ian

$71

,000

$60,

000

$40,

000

$50,

000

$30,

000

$10,

000

$20,

000

050

0,00

0

Median Earnings

Wor

kers

(A

ge

16+

)20

0,00

010

0,00

030

0,00

040

0,00

0

Pro

duc

tio

n

Tran

spo

rtat

ion

and

Mat

eria

l Mo

ving

Offi

ce a

ndA

dm

inis

trat

ive

Sup

po

rt

Man

agem

ent

Sale

s an

d R

elat

ed

350

050

100

150

200

250

300

Ho

usin

g

Foo

d

Ap

par

el &

Ser

vice

s

Tran

spo

rtat

ion

Hea

lth

Car

e

Ent

erta

inm

ent

&R

ecre

atio

n

Ed

ucat

ion

Pen

sio

ns &

Soci

al S

ecur

ity

Oth

er

72

43

74 79 73

59 66 7165

TAPE

STRY

SEG

MEN

TATI

ON

TM

esri

.co

m/t

apes

try

Life

Mo

de

Gro

up: C

ozy

Cou

ntry

Liv

ing

Hea

rtla

nd C

omm

unit

ies

INC

OM

E A

ND

NE

T W

OR

THN

et w

orth

mea

sure

s to

tal h

ouse

hold

ass

ets

(hom

es, v

ehic

les,

in

vest

men

ts, e

tc.)

less

any

deb

ts, s

ecur

ed (e

.g.,

mor

tgag

es)

or

un

secu

red

(cr

ed

it c

ard

s).

Ho

use

ho

ld in

com

e a

nd

net

wo

rth

are

estim

ated

by

Esr

i.

AG

E B

Y S

EX

(Esr

i dat

a)

Med

ian

Ag

e: 4

1.5

US:

37.

6|

Ind

icat

es U

S

RA

CE

AN

D E

THN

ICIT

Y (E

sri d

ata)

The

Div

ersi

ty In

dex

sum

mar

izes

rac

ial a

nd e

thni

c d

iver

sity

. The

ind

ex

sho

ws

the

likel

iho

od

tha

t tw

o p

erso

ns, c

hose

n at

ran

do

m fr

om

the

sa

me

area

, bel

ong

to

diff

eren

t ra

ce o

r et

hnic

gro

ups.

The

ind

ex

rang

es fr

om

0 (n

o d

iver

sity

) to

100

(co

mp

lete

div

ersi

ty).

Div

ersi

ty In

dex

: 29.

6 U

S: 6

2.1

6F

OC

CU

PATI

ON

BY

EA

RN

ING

STh

e fi v

e o

ccup

atio

ns w

ith t

he h

ighe

st n

umb

er o

f wo

rker

s in

the

mar

ket

are

dis

pla

yed

by

med

ian

earn

ing

s. D

ata

fro

m t

he C

ensu

s B

urea

u’s

Am

eric

an C

om

mun

ity S

urve

y.

AV

ER

AG

E H

OU

SEH

OLD

BU

DG

ET

IND

EX

The

ind

ex c

om

par

es t

he a

vera

ge

amo

unt

spen

t in

thi

s m

arke

t’s h

ous

eho

ld b

udg

ets

for

hous

ing

, fo

od

, ap

par

el, e

tc.,

to t

he a

vera

ge

amo

unt

spen

t b

y al

l US

hous

eho

lds.

An

ind

exo

f 100

is a

vera

ge.

An

ind

ex o

f 120

sho

ws

that

ave

rag

e sp

end

ing

by

cons

umer

s in

thi

s m

arke

tis

20

per

cent

ab

ove

the

nat

iona

l ave

rag

e. C

ons

umer

exp

end

iture

s ar

e es

timat

ed b

y E

sri.

53

Pop

ulat

ion

900,

000

11,0

00,0

00

6,99

2,00

0

Pop

ulat

ion

Gro

wth

(A

nnua

l %)

-0.5

%3.

0%

0.1%

Pop

ulat

ion

Den

sity

(Per

sons

per

sq

. mile

)0

25,0

00

1000

93

0W

ealt

h In

dex63

350

0So

cio

eco

nom

ic S

tatu

s In

dex

8435

0

0H

ous

ing

Aff

ord

abili

ty In

dex

216

350

Ow

n70

.3%

Ren

t29

.7%

Home

Owne

rship

US

Perc

enta

ge:

63.6

% O

wn

36.4

% R

ent

TAPE

STRY

SEG

MEN

TATI

ON

TM

esri

.co

m/t

apes

try

MA

RK

ET

PR

OFI

LE (C

onsu

mer

pre

fere

nces

are

est

imat

ed fr

om d

ata

by

GfK

MRI

)

•Tr

aditi

onal

in t

heir

way

s, re

sid

ents

of H

eart

land

Com

mun

ities

cho

ose

to b

ank

and

pay

the

ir b

ills

in p

erso

n an

d p

urch

ase

insu

ranc

e fr

om a

n ag

ent.

•M

ost

have

hig

h-sp

eed

Inte

rnet

acc

ess

at h

ome

or o

n th

eir

cell

pho

ne b

ut a

ren’

t re

ady

to g

o p

aper

less

.

•M

any

resi

den

ts h

ave

pai

d o

ff th

eir

hom

e m

ortg

ages

but

stil

l hol

d a

uto

loan

s an

dst

uden

t lo

ans.

Non

inte

rest

che

ckin

g a

ccou

nts

are

com

mon

.

•To

sup

por

t th

eir

loca

l com

mun

ity, r

esid

ents

par

ticip

ate

in p

ublic

act

iviti

es.

•H

ome

rem

odel

ing

is n

ot a

prio

rity,

but

hom

eow

ners

do

tack

le n

eces

sary

mai

nten

ance

wor

k on

the

ir ch

eris

hed

hom

es. T

hey

have

inve

sted

in r

idin

g la

wn

mow

ers

to m

aint

ain

thei

r la

rger

yar

ds.

•Th

ey e

njoy

cou

ntry

mus

ic a

nd w

atch

CM

T.

•M

otor

cycl

ing

, hun

ting

, and

fi sh

ing

are

pop

ular

; wal

king

is t

he m

ain

form

of e

xerc

ise.

•To

get

aro

und

the

se s

emiru

ral c

omm

uniti

es, r

esid

ents

pre

fer

dom

estic

tru

cks

or S

UV

s.

•Th

ey p

refe

r to

tra

vel i

n th

e U

S an

d fa

vor

the

conv

enie

nce

of p

acka

ged

dea

ls.

ESR

I IN

DE

XE

SE

sri d

evel

op

ed t

hree

ind

exes

to

dis

pla

y av

erag

e ho

useh

old

wea

lth, s

oci

oec

ono

mic

sta

tus,

and

ho

usin

g a

fford

abili

ty fo

r th

e m

arke

t re

lativ

e to

US

stan

dar

ds.

PO

PU

LATI

ON

CH

AR

AC

TER

ISTI

CS

Tota

l po

pul

atio

n, a

vera

ge

annu

al p

op

ulat

ion

chan

ge

sinc

e C

ensu

s 20

10, a

nd a

vera

ge

den

sity

(po

pul

atio

n p

er s

qua

re m

ile) a

re d

isp

laye

d fo

r th

e m

arke

t re

lativ

e to

the

siz

ean

d c

hang

e am

ong

all

Tap

estr

y m

arke

ts. D

ata

estim

ated

by

Esr

i.

Life

Mo

de

Gro

up: C

ozy

Cou

ntry

Liv

ing

Hea

rtla

nd C

omm

unit

ies

6F

HO

USI

NG

Med

ian

hom

e va

lue

is d

isp

laye

d fo

r m

arke

ts t

hat

are

prim

arily

ow

ner

occ

upie

d; a

vera

ge

rent

is s

how

n fo

r re

nter

-occ

upie

d m

arke

ts.

Tenu

re a

nd h

om

e va

lue

are

estim

ated

by

Esr

i. H

ous

ing

typ

e an

d a

vera

ge

rent

are

fro

m t

he C

ensu

s B

urea

u’s

Am

eric

an C

om

mun

ity S

urve

y.

Typ

ical

Ho

usin

g:

Sing

le F

amily

Med

ian

Val

ue:

$89,

000

US

Med

ian:

$17

7,00

0

54

TAPE

STRY

SEG

MEN

TATI

ON

TM

esri

.co

m/t

apes

try

Ho

useh

old

s: 3

,319

,000

Ave

rag

e H

ous

eho

ld S

ize:

2.7

3

Med

ian

Ag

e: 3

5.3

Med

ian

Ho

useh

old

Inco

me:

$55

,000

Life

Mo

de

Gro

up: F

amily

Lan

dsc

apes

Mid

dle

bur

g

WH

O A

RE

WE

?M

idd

leb

urg

nei

ghb

orho

ods

tran

sfor

med

from

the

eas

y p

ace

of c

ount

ry li

ving

to

sem

irura

l sub

div

isio

ns in

the

last

d

ecad

e, w

hen

the

hous

ing

boo

m re

ache

d o

ut. R

esid

ents

ar

e co

nser

vativ

e, fa

mily

-orie

nted

con

sum

ers.

Stil

l mor

e co

untr

y th

an ro

ck a

nd ro

ll, t

hey

are

thrif

ty b

ut w

illin

g to

ca

rry

som

e de

bt a

nd a

re a

lread

y in

vest

ing

in th

eir f

utur

es.

They

rely

on

thei

r sm

artp

hone

s an

d m

obile

dev

ices

to

stay

in

to

uch

and

pri

de

them

selv

es o

n th

eir

exp

erti

se. T

hey

pre

fer

to b

uy A

mer

ican

and

tra

vel i

n th

e U

S. T

his

mar

ket

is y

oung

er b

ut g

row

ing

in s

ize

and

ass

ets.

OU

R N

EIG

HB

OR

HO

OD

• Se

miru

ral l

ocal

es w

ithin

met

rop

olita

n ar

eas.

• N

eig

hbor

hood

s ch

ang

ed r

apid

ly in

the

pre

viou

s d

ecad

e w

ith t

he a

dd

ition

of

ne

w s

ing

le-f

amily

hom

es.

• In

clud

e a

num

ber

of m

obile

hom

es

(Ind

ex 1

52).

• A

fford

able

hou

sing

, med

ian

valu

e of

$1

58,0

00 (I

ndex

89)

with

a lo

w v

acan

cy ra

te.

• Yo

ung

cou

ple

s, m

any

with

chi

ldre

n;

aver

age

hous

ehol

d s

ize

is 2

.73.

SOC

IOE

CO

NO

MIC

TR

AIT

S•

Educ

atio

n: 6

6% w

ith a

hig

h sc

hool

dip

lom

a

or

som

e co

lleg

e.

• U

nem

plo

ymen

t ra

te lo

wer

at

7.4%

(In

dex

85)

.

• La

bor

forc

e p

artic

ipat

ion

typ

ical

of a

yo

ung

er p

opul

atio

n at

66.

7% (I

ndex

106

).

• Tr

aditi

onal

val

ues

are

the

norm

her

e—

faith

, cou

ntry

, and

fam

ily.

• Pr

efer

to

buy

Am

eric

an a

nd fo

r a

g

ood

pric

e.

• C

omfo

rtab

le w

ith t

he la

test

in t

echn

olog

y,

fo

r co

nven

ienc

e (o

nlin

e b

anki

ng o

r sa

ving

mon

ey o

n la

ndlin

es) a

nd e

nter

tain

men

t.

Not

e: T

he In

dex

rep

rese

nts

the

ratio

of t

he s

egm

ent

rate

to

the

US

rate

mul

tiplie

d b

y 10

0.

Con

sum

er p

refe

renc

es a

re e

stim

ated

from

dat

a b

y G

fK M

RI.

4C

55

85+

80–8

475

–79

70–7

465

–69

60–6

455

–59

50–5

445

–49

40–4

435

–39

30–3

425

–29

20–2

415

–19

10–1

4

Mal

eFe

mal

e

5–9 < 5

8%4%

04%

8%

*H

isp

anic

can

be

of

any

race

.U

S A

vera

ge

80.7

%

9.7%

3.9%

2.8%

10.5

%

0.9%

2.1%

80%

60%

40%

20%

0

Whi

te

Bla

ck

Am

eric

anIn

dia

n

Asi

an a

ndPa

c. Is

land

Oth

er

Mul

tiple

His

pan

ic*

0

$60k

$90k

$30k

$120

k+

Med

ian

Hou

seho

ld In

com

e

$55,

000

US

Med

ian

$51,

000

00

$300

k$1

00k

$200

k$4

00k+

Med

ian

Net

Wor

th

$89,

000 U

S M

edia

n $

71,0

00

$70,

000

$50,

000

$30,

000

$10,

000

020

0,00

040

0,00

080

0,00

0

Median Earnings

Wor

kers

(A

ge

16+

)60

0,00

0

Tran

spo

rtat

ion

and

Mat

eria

l Mo

ving

Pro

duc

tio

n

Offi

ce a

ndA

dm

inis

trat

ive

Sup

po

rt

Man

agem

ent

Sale

s an

dR

elat

ed

350

050

100

150

200

250

300

Ho

usin

g

Foo

d

Ap

par

el &

Ser

vice

s

Tran

spo

rtat

ion

Hea

lth

Car

e

Ent

erta

inm

ent

&R

ecre

atio

n

Ed

ucat

ion

Pen

sio

ns &

Soci

al S

ecur

ity

Oth

er

94

62

97 96 98

87

98 9394

TAPE

STRY

SEG

MEN

TATI

ON

TM

esri

.co

m/t

apes

try

Life

Mo

de

Gro

up: F

amily

Lan

dsc

apes

Mid

dle

bur

g

INC

OM

E A

ND

NE

T W

OR

THN

et w

orth

mea

sure

s to

tal h

ouse

hold

ass

ets

(hom

es, v

ehic

les,

in

vest

men

ts, e

tc.)

less

any

deb

ts, s

ecur

ed (e

.g.,

mor

tgag

es)

or

un

secu

red

(cr

ed

it c

ard

s).

Ho

use

ho

ld in

com

e a

nd

net

wo

rth

are

estim

ated

by

Esr

i.

AG

E B

Y S

EX

(Esr

i dat

a)

Med

ian

Ag

e: 3

5.3

US:

37.

6|

Ind

icat

es U

S

RA

CE

AN

D E

THN

ICIT

Y (E

sri d

ata)

The

Div

ersi

ty In

dex

sum

mar

izes

rac

ial a

nd e

thni

c d

iver

sity

. The

ind

ex

sho

ws

the

likel

iho

od

tha

t tw

o p

erso

ns, c

hose

n at

ran

do

m fr

om

the

sa

me

area

, bel

ong

to

diff

eren

t ra

ce o

r et

hnic

gro

ups.

The

ind

ex

rang

es fr

om

0 (n

o d

iver

sity

) to

100

(co

mp

lete

div

ersi

ty).

Div

ersi

ty In

dex

: 46.

3 U

S: 6

2.1

4C

OC

CU

PATI

ON

BY

EA

RN

ING

STh

e fi v

e o

ccup

atio

ns w

ith t

he h

ighe

st n

umb

er o

f wo

rker

s in

the

mar

ket

are

dis

pla

yed

by

med

ian

earn

ing

s. D

ata

fro

m t

he C

ensu

s B

urea

u’s

Am

eric

an C

om

mun

ity S

urve

y.

AV

ER

AG

E H

OU

SEH

OLD

BU

DG

ET

IND

EX

The

ind

ex c

om

par

es t

he a

vera

ge

amo

unt

spen

t in

thi

s m

arke

t’s h

ous

eho

ld b

udg

ets

for

hous

ing

, fo

od

, ap

par

el, e

tc.,

to t

he a

vera

ge

amo

unt

spen

t b

y al

l US

hous

eho

lds.

An

ind

exo

f 100

is a

vera

ge.

An

ind

ex o

f 120

sho

ws

that

ave

rag

e sp

end

ing

by

cons

umer

s in

thi

s m

arke

tis

20

per

cent

ab

ove

the

nat

iona

l ave

rag

e. C

ons

umer

exp

end

iture

s ar

e es

timat

ed b

y E

sri.

56

Pop

ulat

ion

900,

000

11,0

00,0

00

9,15

5,00

0

Pop

ulat

ion

Gro

wth

(A

nnua

l %)

-0.5

%3.

0%

1.2%

Pop

ulat

ion

Den

sity

(Per

sons

per

sq

. mile

)0

25,0

00

1000

166

0W

ealt

h In

dex

8935

0

0So

cio

eco

nom

ic S

tatu

s In

dex

108

350

0H

ous

ing

Aff

ord

abili

ty In

dex

185

350

Ow

n74

.3%

Ren

t25

.7%

Home

Owne

rship

US

Perc

enta

ge:

63.6

% O

wn

36.4

% R

ent

TAPE

STRY

SEG

MEN

TATI

ON

TM

esri

.co

m/t

apes

try

MA

RK

ET

PR

OFI

LE (C

onsu

mer

pre

fere

nces

are

est

imat

ed fr

om d

ata

by

GfK

MRI

)

• Re

sid

ents

are

par

tial t

o tr

ucks

, SU

Vs,

and

occ

asio

nally

, con

vert

ible

s, o

r m

otor

cycl

es.

• En

tert

ainm

ent

is p

rimar

ily fa

mily

-orie

nted

, TV

and

mov

ie re

ntal

s or

the

me

par

ks

and

fam

ily re

stau

rant

s.

• Sp

end

ing

prio

ritie

s al

so fo

cus

on fa

mily

(chi

ldre

n’s

toys

and

ap

par

el) o

r ho

me

DIY

pro

ject

s.

• Sp

orts

incl

ude

hunt

ing

, tar

get

sho

otin

g, b

owlin

g, a

nd b

aseb

all.

• TV

and

mag

azin

es p

rovi

de

ente

rtai

nmen

t an

d in

form

atio

n.

• M

edia

pre

fere

nces

incl

ude

coun

try

and

Chr

istia

n ch

anne

ls.

ESR

I IN

DE

XE

SE

sri d

evel

op

ed t

hree

ind

exes

to

dis

pla

y av

erag

e ho

useh

old

wea

lth, s

oci

oec

ono

mic

sta

tus,

and

ho

usin

g a

fford

abili

ty fo

r th

e m

arke

t re

lativ

e to

US

stan

dar

ds.

PO

PU

LATI

ON

CH

AR

AC

TER

ISTI

CS

Tota

l po

pul

atio

n, a

vera

ge

annu

al p

op

ulat

ion

chan

ge

sinc

e C

ensu

s 20

10, a

nd a

vera

ge

den

sity

(po

pul

atio

n p

er s

qua

re m

ile) a

re d

isp

laye

d fo

r th

e m

arke

t re

lativ

e to

the

siz

ean

d c

hang

e am

ong

all

Tap

estr

y m

arke

ts. D

ata

estim

ated

by

Esr

i.

Life

Mo

de

Gro

up: F

amily

Lan

dsc

apes

Mid

dle

bur

g4C

HO

USI

NG

Med

ian

hom

e va

lue

is d

isp

laye

d fo

r m

arke

ts t

hat

are

prim

arily

ow

ner

occ

upie

d; a

vera

ge

rent

is s

how

n fo

r re

nter

-occ

upie

d m

arke

ts.

Tenu

re a

nd h

om

e va

lue

are

estim

ated

by

Esr

i. H

ous

ing

typ

e an

d a

vera

ge

rent

are

fro

m t

he C

ensu

s B

urea

u’s

Am

eric

an C

om

mun

ity S

urve

y.

Typ

ical

Ho

usin

g:

Sing

le F

amily

Med

ian

Val

ue:

$158

,000

US

Med

ian:

$17

7,00

0

57

TAPE

STRY

SEG

MEN

TATI

ON

TM

esri

.co

m/t

apes

try

Ho

useh

old

s: 3

,517

,000

Ave

rag

e H

ous

eho

ld S

ize:

2.5

8

Med

ian

Ag

e: 4

3.1

Med

ian

Ho

useh

old

Inco

me:

$53

,000

Life

Mo

de

Gro

up: C

ozy

Cou

ntry

Liv

ing

Salt

of

the

Ear

th

WH

O A

RE

WE

?Sa

lt of

the

Eart

h re

side

nts

are

entr

ench

ed in

thei

r tra

ditio

nal,

rura

l life

styl

es. C

itiz

ens

here

are

old

er, a

nd m

any

have

g

row

n ch

ildre

n th

at h

ave

mov

ed a

way

. The

y st

ill c

heris

h fa

mily

tim

e an

d a

lso

tend

ing

to

thei

r ve

get

able

gar

den

s an

d p

rep

arin

g h

omem

ade

mea

ls. R

esid

ents

em

bra

ce t

he

outd

oors

; the

y sp

end

mos

t of

the

ir fr

ee t

ime

pre

par

ing

for

thei

r nex

t fi s

hing

, boa

ting,

or c

ampi

ng tr

ip. T

he m

ajor

ity h

as

at le

ast

a hi

gh

scho

ol d

iplo

ma

or s

ome

colle

ge

educ

atio

n;

man

y ha

ve e

xpan

ded

the

ir s

kill

set

dur

ing

the

ir y

ears

of

empl

oym

ent i

n th

e m

anuf

actu

ring

and

rela

ted

indu

strie

s. T

hey

may

be

exp

erts

with

DIY

pro

ject

s, b

ut t

he la

test

tec

hnol

ogy

is n

ot

thei

r fo

rte.

The

y us

e it

whe

n ab

solu

tely

nec

essa

ry,

but

see

k fa

ce-t

o-fa

ce c

onta

ct in

the

ir ro

utin

e ac

tiviti

es.

OU

R N

EIG

HB

OR

HO

OD

•Th

is la

rge

seg

men

t is

con

cent

rate

d in

the

Mid

wes

t, p

artic

ular

ly in

Ohi

o, P

enns

ylva

nia,

and

Ind

iana

.

•D

ue t

o th

eir

rura

l set

ting

, hou

seho

lds

own

two

vehi

cles

to

cove

r th

eir

long

com

mut

es,

ofte

n ac

ross

cou

nty

bou

ndar

ies.

•H

ome

owne

rshi

p r

ates

are

ver

y hi

gh

(Ind

ex 1

32).

Sing

le-f

amily

hom

es a

reaf

ford

able

, val

ued

at

25 p

erce

nt le

ssth

an t

he n

atio

nal m

arke

t.

•Tw

o in

thr

ee h

ouse

hold

s ar

e co

mp

osed

of m

arrie

d c

oup

les;

less

tha

n ha

lf ha

vech

ildre

n at

hom

e.

SOC

IOE

CO

NO

MIC

TR

AIT

S•

Stea

dy

emp

loym

ent

in c

onst

ruct

ion,

man

ufac

turin

g, a

nd re

late

d se

rvic

e in

dust

ries.

•C

omp

lete

d e

duc

atio

n: 4

2% w

ith a

hig

h sc

hool

dip

lom

a on

ly.

•H

ouse

hold

inco

me

just

ove

r th

ena

tiona

l med

ian,

whi

le n

et w

orth

isd

oub

le t

he n

atio

nal m

edia

n.

•Sp

end

ing

tim

e w

ith fa

mily

the

ir to

p p

riorit

y.

•C

ost-

cons

ciou

s co

nsum

ers,

loya

l to

bra

nds

they

like

, with

a fo

cus

on b

uyin

g A

mer

ican

.

•La

st to

buy

the

late

st a

nd g

reat

est p

rodu

cts.

•Tr

y to

eat

hea

lthy,

tra

ckin

g t

he n

utrit

ion

and

ing

red

ient

s in

the

food

the

y p

urch

ase.

Not

e: T

he In

dex

rep

rese

nts

the

ratio

of t

he s

egm

ent

rate

to

the

US

rate

mul

tiplie

d b

y 10

0. C

onsu

mer

pre

fere

nces

are

est

imat

ed fr

om d

ata

by

GfK

MRI

.

6B

58

Mal

eFe

mal

e8%

4%0

4%8%

85+

80–8

475

–79

70–7

465

–69

60–6

455

–59

50–5

445

–49

40–4

435

–39

30–3

425

–29

20–2

415

–19

10–1

45

–9 < 5

* H

isp

anic

can

be

of

any

race

.

U

S A

vera

ge

2.6%

1.2%

1.4%

3.5%

0.6%

0.6%

80%

60%

40%

20%

0

Whi

te

Bla

ck

Am

eric

anIn

dia

n

Asi

an a

ndPa

c. Is

land

Oth

er

Mul

tiple

His

pan

ic*

93.5

%

0

$60k

$90k

$30k

$120

k+

Med

ian

Hou

seho

ld In

com

e

$53,

000

US

Med

ian

$51,

000

00

$300

k$1

00k

$200

k$4

00k+

Med

ian

Net

Wor

th

$134

,000

US

Med

ian

$71

,000

$70,

000

$50,

000

$30,

000

$10,

000

020

0,00

040

0,00

060

0,00

080

0,00

0

Median Earnings

Wor

kers

(A

ge

16+

)Pro

duc

tio

n

Tran

spo

rtat

ion

and

Mat

eria

l Mo

ving

Offi

ce a

ndA

dm

inis

trat

ive

Sup

po

rt

Man

agem

ent

Sale

s an

dR

elat

ed

350

050

100

150

200

250

300

Ho

usin

g

Foo

d

Ap

par

el &

Ser

vice

s

Tran

spo

rtat

ion

Hea

lth

Car

e

Ent

erta

inm

ent

&R

ecre

atio

n

Ed

ucat

ion

Pen

sio

ns &

Soci

al S

ecur

ity

Oth

er

91

56

95 102

96

80

90 92

86

TAPE

STRY

SEG

MEN

TATI

ON

TM

esri

.co

m/t

apes

try

Life

Mo

de

Gro

up: C

ozy

Cou

ntry

Liv

ing

Salt

of

the

Ear

th

INC

OM

E A

ND

NE

T W

OR

THN

et w

orth

mea

sure

s to

tal h

ouse

hold

ass

ets

(hom

es, v

ehic

les,

in

vest

men

ts, e

tc.)

less

any

deb

ts, s

ecur

ed (e

.g.,

mor

tgag

es)

or

un

secu

red

(cr

ed

it c

ard

s).

Ho

use

ho

ld in

com

e a

nd

net

wo

rth

are

estim

ated

by

Esr

i.

AG

E B

Y S

EX

(Esr

i dat

a)

Med

ian

Ag

e: 4

3.1

US:

37.

6|

Ind

icat

es U

S

RA

CE

AN

D E

THN

ICIT

Y (E

sri d

ata)

The

Div

ersi

ty In

dex

sum

mar

izes

rac

ial a

nd e

thni

c d

iver

sity

. The

ind

ex

sho

ws

the

likel

iho

od

tha

t tw

o p

erso

ns, c

hose

n at

ran

do

m fr

om

the

sa

me

area

, bel

ong

to

diff

eren

t ra

ce o

r et

hnic

gro

ups.

The

ind

ex

rang

es fr

om

0 (n

o d

iver

sity

) to

100

(co

mp

lete

div

ersi

ty).

Div

ersi

ty In

dex

: 18.

3 U

S: 6

2.1

6B

OC

CU

PATI

ON

BY

EA

RN

ING

STh

e fi v

e o

ccup

atio

ns w

ith t

he h

ighe

st n

umb

er o

f wo

rker

s in

the

mar

ket

are

dis

pla

yed

by

med

ian

earn

ing

s. D

ata

fro

m t

he C

ensu

s B

urea

u’s

Am

eric

an C

om

mun

ity S

urve

y.

AV

ER

AG

E H

OU

SEH

OLD

BU

DG

ET

IND

EX

The

ind

ex c

om

par

es t

he a

vera

ge

amo

unt

spen

t in

thi

s m

arke

t’s h

ous

eho

ld b

udg

ets

for

hous

ing

, fo

od

, ap

par

el, e

tc.,

to t

he a

vera

ge

amo

unt

spen

t b

y al

l US

hous

eho

lds.

An

ind

exo

f 100

is a

vera

ge.

An

ind

ex o

f 120

sho

ws

that

ave

rag

e sp

end

ing

by

cons

umer

s in

thi

s m

arke

tis

20

per

cent

ab

ove

the

nat

iona

l ave

rag

e. C

ons

umer

exp

end

iture

s ar

e es

timat

ed b

y E

sri.

59

Pop

ulat

ion

900,

000

11,0

00,0

00

9,18

0,00

0

Pop

ulat

ion

Gro

wth

(A

nnua

l %)

-0.5

%3.

0%

0.3%

Pop

ulat

ion

Den

sity

(Per

sons

per

sq

. mile

)0

25,0

00

1000

58

0W

ealt

h In

dex

9635

0

0So

cio

eco

nom

ic S

tatu

s In

dex

107

350

0H

ous

ing

Aff

ord

abili

ty In

dex

200

350

Ow

n83

.7%

Ren

t16

.3%

Home

Owne

rship

US

Perc

enta

ge:

63.6

% O

wn

36.4

% R

ent

TAPE

STRY

SEG

MEN

TATI

ON

TM

esri

.co

m/t

apes

try

MA

RK

ET

PR

OFI

LE (C

onsu

mer

pre

fere

nces

are

est

imat

ed fr

om d

ata

by

GfK

MRI

)

• O

utd

oor

spor

ts a

nd a

ctiv

ities

, suc

h as

fi sh

ing

, boa

ting

, hun

ting

, and

ov

erni

ght

cam

pin

g t

rips

are

pop

ular

.

• To

sup

por

t th

eir

pas

times

, tru

ck o

wne

rshi

p is

hig

h; m

any

also

ow

n an

ATV

.

• Th

ey o

wn

the

equi

pm

ent

to m

aint

ain

thei

r la

wns

and

ten

d t

o th

eir

veg

etab

le g

ard

ens.

• Re

sid

ents

oft

en t

ackl

e ho

me

rem

odel

ing

and

imp

rove

men

t jo

bs

them

selv

es.

• D

ue t

o th

eir

loca

le, t

hey

own

sate

llite

dis

hes,

and

man

y st

ill re

qui

re d

ial-u

p

mod

ems

to a

cces

s th

e In

tern

et.

• Th

ese

cons

erva

tive

cons

umer

s p

refe

r to

con

duc

t th

eir

bus

ines

s in

per

son

ra

ther

tha

n on

line.

The

y us

e an

ag

ent

to p

urch

ase

insu

ranc

e.

ESR

I IN

DE

XE

SE

sri d

evel

op

ed t

hree

ind

exes

to

dis

pla

y av

erag

e ho

useh

old

wea

lth, s

oci

oec

ono

mic

sta

tus,

and

ho

usin

g a

fford

abili

ty fo

r th

e m

arke

t re

lativ

e to

US

stan

dar

ds.

PO

PU

LATI

ON

CH

AR

AC

TER

ISTI

CS

Tota

l po

pul

atio

n, a

vera

ge

annu

al p

op

ulat

ion

chan

ge

sinc

e C

ensu

s 20

10, a

nd a

vera

ge

den

sity

(po

pul

atio

n p

er s

qua

re m

ile) a

re d

isp

laye

d fo

r th

e m

arke

t re

lativ

e to

the

siz

ean

d c

hang

e am

ong

all

Tap

estr

y m

arke

ts. D

ata

estim

ated

by

Esr

i.

Life

Mo

de

Gro

up: C

ozy

Cou

ntry

Liv

ing

Salt

of

the

Ear

th6B

HO

USI

NG

Med

ian

hom

e va

lue

is d

isp

laye

d fo

r m

arke

ts t

hat

are

prim

arily

ow

ner

occ

upie

d; a

vera

ge

rent

is s

how

n fo

r re

nter

-occ

upie

d m

arke

ts.

Tenu

re a

nd h

om

e va

lue

are

estim

ated

by

Esr

i. H

ous

ing

typ

e an

d a

vera

ge

rent

are

fro

m t

he C

ensu

s B

urea

u’s

Am

eric

an C

om

mun

ity S

urve

y.

Typ

ical

Ho

usin

g:

Sing

le F

amily

Med

ian

Val

ue:

$134

,000

US

Med

ian:

$17

7,00

0

60

TAPE

STRY

SEG

MEN

TATI

ON

TM

esri

.co

m/t

apes

try

Ho

useh

old

s: 3

,327

,000

Ave

rag

e H

ous

eho

ld S

ize:

2.9

6

Med

ian

Ag

e: 3

6.6

Med

ian

Ho

useh

old

Inco

me:

$84

,000

Life

Mo

de

Gro

up: F

amily

Lan

dsc

apes

Socc

er M

oms

WH

O A

RE

WE

?So

ccer

Mo

ms

is a

n af

fl uen

t, f

amily

-ori

ente

d m

arke

tw

ith a

cou

ntry

fl av

or. R

esid

ents

are

par

tial t

o ne

w h

ousi

ng

away

fro

m t

he b

ustl

e o

f th

e ci

ty b

ut c

lose

eno

ugh

to

com

mut

e to

pro

fess

iona

l job

cen

ters

. Life

in t

his

sub

urb

an

wild

erne

ss o

ffset

s th

e he

ctic

pac

e of

tw

o w

orki

ng p

aren

ts

with

gro

win

g c

hild

ren.

The

y fa

vor

time-

savi

ng d

evic

es,

like

ban

king

onl

ine

or h

ouse

keep

ing

ser

vice

s, a

ndfa

mily

-orie

nted

pur

suits

.

OU

R N

EIG

HB

OR

HO

OD

•So

ccer

Mom

s re

side

nts

pref

er th

e su

burb

anpe

riphe

ry o

f met

rop

olita

n ar

eas.

•Pr

edom

inan

tly s

ing

le fa

mily

, hom

es a

re in

new

er n

eig

hbor

hood

s, 3

6% b

uilt

in t

he19

90s

(Ind

ex 2

53),

31%

bui

lt si

nce

2000

.

•O

wne

r-oc

cup

ied

hom

es h

ave

hig

h ra

te o

fm

ortg

ages

at 7

4% (I

ndex

163

), an

d lo

w ra

teva

canc

y at

5%

.

•M

edia

n ho

me

valu

e is

$22

6,00

0.

•M

ost

hous

ehol

ds

are

mar

ried

cou

ple

sw

ith c

hild

ren;

ave

rage

hou

seho

ld s

ize

is 2

.96.

•M

ost

hous

ehol

ds

have

2 o

r 3

vehi

cles

;lo

ng t

rave

l tim

e to

wor

k in

clud

ing

ad

isp

rop

ortio

nate

num

ber

com

mut

ing

from

a d

iffer

ent

coun

ty (I

ndex

133

).

SOC

IOE

CO

NO

MIC

TR

AIT

S•

Educ

atio

n: 3

7.7%

col

leg

e g

rad

uate

s; m

ore

than

70%

with

som

e co

lleg

e ed

ucat

ion.

•Lo

w u

nem

plo

ymen

t at

5.9

%; h

igh

lab

orfo

rce

par

ticip

atio

n ra

te a

t 72

%; 2

out

of 3

hous

ehol

ds

incl

ude

2+ w

orke

rs (I

ndex

124

).

•C

onne

cted

, with

a h

ost

of w

irele

ss d

evic

esfr

om iP

ods

to t

able

ts—

anyt

hing

tha

ten

able

s co

nven

ienc

e, li

ke b

anki

ng,

pay

ing

bill

s, o

r ev

en s

hop

pin

g o

nlin

e.

•W

ell i

nsur

ed a

nd in

vest

ed in

a r

ang

e of

fund

s, fr

om s

avin

gs

acco

unts

or

bon

ds

to s

tock

s.

•C

arry

a h

ighe

r le

vel o

f deb

t, in

clud

ing

fi rst

(Ind

ex 1

59) a

nd s

econ

d m

ortg

ages

(Ind

ex 1

54) a

nd a

uto

loan

s (In

dex

151

).

Not

e: T

he In

dex

rep

rese

nts

the

ratio

of t

he s

egm

ent

rate

to

the

US

rate

mul

tiplie

d b

y 10

0. C

onsu

mer

pre

fere

nces

are

est

imat

ed fr

om d

ata

by

GfK

MRI

.

4A

61

85+

80–8

475

–79

70–7

465

–69

60–6

455

–59

50–5

445

–49

40–4

435

–39

30–3

425

–29

20–2

415

–19

10–1

4

Mal

eFe

mal

e

5–9 < 5

8%4%

04%

8%

* H

isp

anic

can

be

of

any

race

.

U

S A

vera

ge

79.7

%

8.2%

3.1%

2.9%

11.2

%

0.5%

5.5%

80%

60%

40%

20%

0

Whi

te

Bla

ck

Am

eric

anIn

dia

n

Asi

an a

ndPa

c. Is

land

Oth

er

Mul

tiple

His

pan

ic*

0

$60k

$90k

$30k

$120

k+

Med

ian

Hou

seho

ld In

com

e

$84,

000

US

Med

ian

$51,

000

00

$300

k$1

00k

$200

k$4

00k+

Med

ian

Net

Wor

th

$252

,000

US

Med

ian

$71

,000

$90,

000

$70,

000

$50,

000

$30,

000

$10,

000

200,

000

040

0,00

060

0,00

080

0,00

0

Median Earnings

Wor

kers

(A

ge

16+

)

Hea

lth

Car

e P

ract

itio

ners

and

Tec

hnic

al

Ed

ucat

ion,

Tra

inin

g,

and

Lib

rary

Offi

ce a

ndA

dm

inis

trat

ive

Sup

po

rt

Man

agem

ent

Sale

s an

dR

elat

ed

350

050

100

150

200

250

300

Ho

usin

g

Foo

d

Ap

par

el &

Ser

vice

s

Tran

spo

rtat

ion

Hea

lth

Car

e

Ent

erta

inm

ent

&R

ecre

atio

n

Ed

ucat

ion

Pen

sio

ns &

Soci

al S

ecur

ity

Oth

er

135

92

138

136 14

5

137 15

2

137

139

TAPE

STRY

SEG

MEN

TATI

ON

TM

esri

.co

m/t

apes

try

Life

Mo

de

Gro

up: F

amily

Lan

dsc

apes

Socc

er M

oms

INC

OM

E A

ND

NE

T W

OR

THN

et w

orth

mea

sure

s to

tal h

ouse

hold

ass

ets

(hom

es, v

ehic

les,

in

vest

men

ts, e

tc.)

less

any

deb

ts, s

ecur

ed (e

.g.,

mor

tgag

es)

or

un

secu

red

(cr

ed

it c

ard

s).

Ho

use

ho

ld in

com

e a

nd

net

wo

rth

are

estim

ated

by

Esr

i.

AG

E B

Y S

EX

(Esr

i dat

a)

Med

ian

Ag

e: 3

6.6

US:

37.

6|

Ind

icat

es U

S

RA

CE

AN

D E

THN

ICIT

Y (E

sri d

ata)

The

Div

ersi

ty In

dex

sum

mar

izes

rac

ial a

nd e

thni

c d

iver

sity

. The

ind

ex

sho

ws

the

likel

iho

od

tha

t tw

o p

erso

ns, c

hose

n at

ran

do

m fr

om

the

sa

me

area

, bel

ong

to

diff

eren

t ra

ce o

r et

hnic

gro

ups.

The

ind

ex

rang

es fr

om

0 (n

o d

iver

sity

) to

100

(co

mp

lete

div

ersi

ty).

Div

ersi

ty In

dex

: 48.

3 U

S: 6

2.1

4A

OC

CU

PATI

ON

BY

EA

RN

ING

STh

e fi v

e o

ccup

atio

ns w

ith t

he h

ighe

st n

umb

er o

f wo

rker

s in

the

mar

ket

are

dis

pla

yed

by

med

ian

earn

ing

s. D

ata

fro

m t

he C

ensu

s B

urea

u’s

Am

eric

an C

om

mun

ity S

urve

y.

AV

ER

AG

E H

OU

SEH

OLD

BU

DG

ET

IND

EX

The

ind

ex c

om

par

es t

he a

vera

ge

amo

unt

spen

t in

thi

s m

arke

t’s h

ous

eho

ld b

udg

ets

for

hous

ing

, fo

od

, ap

par

el, e

tc.,

to t

he a

vera

ge

amo

unt

spen

t b

y al

l US

hous

eho

lds.

An

ind

exo

f 100

is a

vera

ge.

An

ind

ex o

f 120

sho

ws

that

ave

rag

e sp

end

ing

by

cons

umer

s in

thi

s m

arke

tis

20

per

cent

ab

ove

the

nat

iona

l ave

rag

e. C

ons

umer

exp

end

iture

s ar

e es

timat

ed b

y E

sri.

62

Pop

ulat

ion

900,

000

11,0

00,0

00

9,87

9,00

0

Pop

ulat

ion

Gro

wth

(A

nnua

l %)

-0.5

%3.

0%

1.1%

Pop

ulat

ion

Den

sity

(Per

sons

per

sq

. mile

)0

25,0

00

1000

489

0W

ealt

h In

dex

157

350

0So

cio

eco

nom

ic S

tatu

s In

dex

148

350

0H

ous

ing

Aff

ord

abili

ty In

dex

192

350

Ow

n85

.5%

Ren

t14

.5%

Home

Owne

rship

US

Perc

enta

ge:

63.6

% O

wn

36.4

% R

ent

TAPE

STRY

SEG

MEN

TATI

ON

TM

esri

.co

m/t

apes

try

MA

RK

ET

PR

OFI

LE (C

onsu

mer

pre

fere

nces

are

est

imat

ed fr

om d

ata

by

GfK

MRI

)

•M

ost

hous

ehol

ds

own

at le

ast

2 ve

hicl

es; t

he m

ost

pop

ular

typ

es a

re m

iniv

ans

and

SU

Vs.

•Fa

mily

-orie

nted

pur

chas

es a

nd a

ctiv

ities

dom

inat

e, li

ke 4

+ t

elev

isio

ns (I

ndex

165

),m

ovie

pur

chas

es o

r re

ntal

s, c

hild

ren’

s ap

par

el a

nd t

oys,

and

vis

its t

o th

eme

par

ks o

r zo

os.

•O

utd

oor

activ

ities

and

sp

orts

are

cha

ract

eris

tic o

f life

in t

he s

ubur

ban

per

iphe

ry,

like

bic

yclin

g, j

ogg

ing

, gol

fi ng

, boa

ting

, and

tar

get

sho

otin

g.

•H

ome

mai

nten

ance

ser

vice

s ar

e fr

eque

ntly

con

trac

ted

, but

the

se fa

mili

es a

lso

like

thei

r g

ard

ens

and

ow

n th

e to

ols

for

min

or u

pke

ep, l

ike

ridin

g m

ower

s an

d t

iller

s.

ESR

I IN

DE

XE

SE

sri d

evel

op

ed t

hree

ind

exes

to

dis

pla

y av

erag

e ho

useh

old

wea

lth, s

oci

oec

ono

mic

sta

tus,

and

ho

usin

g a

fford

abili

ty fo

r th

e m

arke

t re

lativ

e to

US

stan

dar

ds.

PO

PU

LATI

ON

CH

AR

AC

TER

ISTI

CS

Tota

l po

pul

atio

n, a

vera

ge

annu

al p

op

ulat

ion

chan

ge

sinc

e C

ensu

s 20

10, a

nd a

vera

ge

den

sity

(po

pul

atio

n p

er s

qua

re m

ile) a

re d

isp

laye

d fo

r th

e m

arke

t re

lativ

e to

the

siz

ean

d c

hang

e am

ong

all

Tap

estr

y m

arke

ts. D

ata

estim

ated

by

Esr

i.

Life

Mo

de

Gro

up: F

amily

Lan

dsc

apes

Socc

er M

oms

4A

HO

USI

NG

Med

ian

hom

e va

lue

is d

isp

laye

d fo

r m

arke

ts t

hat

are

prim

arily

ow

ner

occ

upie

d; a

vera

ge

rent

is s

how

n fo

r re

nter

-occ

upie

d m

arke

ts.

Tenu

re a

nd h

om

e va

lue

are

estim

ated

by

Esr

i. H

ous

ing

typ

e an

d a

vera

ge

rent

are

fro

m t

he C

ensu

s B

urea

u’s

Am

eric

an C

om

mun

ity S

urve

y.

Typ

ical

Ho

usin

g:

Sing

le F

amily

Med

ian

Val

ue:

$226

,000

US

Med

ian:

$17

7,00

0

63

TAPE

STRY

SEG

MEN

TATI

ON

TM

esri

.co

m/t

apes

try

Ho

useh

old

s: 3

,775

,000

Ave

rag

e H

ous

eho

ld S

ize:

2.6

5

Med

ian

Ag

e: 3

9.7

Med

ian

Ho

useh

old

Inco

me:

$44

,000

Life

Mo

de

Gro

up: R

ustic

Out

post

s

Sout

hern

Sat

ellit

es

WH

O A

RE

WE

?So

uthe

rn S

atel

lites

is t

he s

eco

nd la

rges

t m

arke

t fo

und

in r

ural

set

tlem

ents

but

with

in m

etro

pol

itan

area

s lo

cate

d

prim

arily

in t

he S

outh

. Thi

s m

arke

t is

typ

ical

ly n

ond

iver

se,

slig

htly

old

er, s

ettl

ed m

arri

ed-c

oup

le f

amili

es, w

hoow

n th

eir

hom

es. A

lmos

t tw

o-th

irds

of t

he h

omes

are

si

ngle

-fam

ily s

truc

ture

s; a

thi

rd a

re m

ob

ile h

om

es.

Med

ian

hous

ehol

d in

com

e an

d h

ome

valu

e ar

e b

elow

av

erag

e. W

orke

rs a

re e

mp

loye

d in

a v

arie

ty o

f ind

ustr

ies,

su

ch a

s m

anuf

actu

ring

, hea

lth c

are,

reta

il tr

ade,

and

co

nstr

ucti

on,

wit

h hi

ghe

r p

rop

ort

ions

in m

inin

g a

ndag

ricul

ture

tha

n th

e U

S. R

esid

ents

enj

oy c

ount

ry li

ving

, p

refe

rrin

g o

utd

oor

activ

ities

and

DIY

hom

e p

roje

cts.

OU

R N

EIG

HB

OR

HO

OD

• A

bou

t 79

% o

f hou

seho

lds

are

owne

d.

• M

arrie

d c

oup

les

with

no

child

ren

are

th

e d

omin

ant

hous

ehol

d t

ype,

with

a

nu

mb

er o

f mul

tigen

erat

iona

l hou

seho

lds

(Ind

ex 1

12).

• M

ost

are

sing

le-f

amily

hom

es (6

5%),

with

a

nu

mb

er o

f mob

ile h

omes

(Ind

ex 5

23).

• M

ost

hous

ing

uni

ts w

ere

bui

lt in

19

70 o

r la

ter.

• M

ost

hous

ehol

ds

own

1 or

2 v

ehic

les,

but

owni

ng 3

+ v

ehic

les

is c

omm

on (I

ndex

146

).

SOC

IOE

CO

NO

MIC

TR

AIT

S•

Educ

atio

n: a

lmos

t 40

% h

ave

a hi

gh

scho

ol

d

iplo

ma

only

(Ind

ex 1

37);

41%

hav

e co

lleg

e

ed

ucat

ion

(Ind

ex 7

2).

• U

nem

plo

ymen

t ra

te is

9.2

%, s

light

ly h

ighe

r

th

an t

he U

S ra

te.

• La

bor

forc

e p

artic

ipat

ion

rate

is 5

9.7%

,

slig

htly

low

er t

han

the

US.

• Th

ese

cons

umer

s ar

e m

ore

conc

erne

d

ab

out

cost

rat

her

than

qua

lity

or

bra

nd lo

yalty

.

• Th

ey t

end

to

be

som

ewha

t la

te in

ad

aptin

g

to t

echn

olog

y.

• Th

ey o

bta

in a

dis

pro

por

tiona

te a

mou

nt o

f

thei

r in

form

atio

n fr

om T

V, c

omp

ared

to

othe

r m

edia

.

Not

e: T

he In

dex

rep

rese

nts

the

ratio

of t

he s

egm

ent

rate

to

the

US

rate

mul

tiplie

d b

y 10

0.

Con

sum

er p

refe

renc

es a

re e

stim

ated

from

dat

a b

y G

fK M

RI.

10A

64

Mal

eFe

mal

e8%

4%0

4%8%

85+

80–8

475

–79

70–7

465

–69

60–6

455

–59

50–5

445

–49

40–4

435

–39

30–3

425

–29

20–2

415

–19

10–1

45

–9 < 5

*H

isp

anic

can

be

of

any

race

.U

S A

vera

ge

84.7

%

7.9%

3.4%

2.0%

8.2%

1.4%

0.7%

80%

60%

40%

20%

0

Whi

te

Bla

ck

Am

eric

anIn

dia

n

Asi

an a

ndPa

c. Is

land

Oth

er

Mul

tiple

His

pan

ic*

0

$60k

$90k

$30k

$120

k+

Med

ian

Hou

seho

ld In

com

e

$44,

000

US

Med

ian

$51,

000

00

$300

k$1

00k

$200

k$4

00k+

Med

ian

Net

Wor

th

$70,

000

US

Med

ian

$71

,000

$40,

000

$30,

000

$20,

000

$10,

000

070

0,00

0

Median Earnings

Wor

kers

(A

ge

16+

)500,

000

300,

000

100,

000

Sale

s an

d R

elat

ed

Tran

spo

rtat

ion

and

Mat

eria

l Mo

ving

Offi

ce a

ndA

dm

inis

trat

ive

Sup

po

rt

Pro

duc

tio

nC

ons

truc

tio

n an

d E

xtra

ctio

n

350

050

100

150

200

250

300

Ho

usin

g

Foo

d

Ap

par

el &

Ser

vice

s

Tran

spo

rtat

ion

Hea

lth

Car

e

Ent

erta

inm

ent

&R

ecre

atio

n

Ed

ucat

ion

Pen

sio

ns &

Soci

al S

ecur

ity

Oth

er

80

49

85 87 83

61

76 79

74

TAPE

STRY

SEG

MEN

TATI

ON

TM

esri

.co

m/t

apes

try

Life

Mo

de

Gro

up: R

ustic

Out

post

s

Sout

hern

Sat

ellit

es

INC

OM

E A

ND

NE

T W

OR

THN

et w

orth

mea

sure

s to

tal h

ouse

hold

ass

ets

(hom

es, v

ehic

les,

in

vest

men

ts, e

tc.)

less

any

deb

ts, s

ecur

ed (e

.g.,

mor

tgag

es)

or

un

secu

red

(cr

ed

it c

ard

s).

Ho

use

ho

ld in

com

e a

nd

net

wo

rth

are

estim

ated

by

Esr

i.

AG

E B

Y S

EX

(Esr

i dat

a)

Med

ian

Ag

e: 3

9.7

US:

37.

6|

Ind

icat

es U

S

RA

CE

AN

D E

THN

ICIT

Y (E

sri d

ata)

The

Div

ersi

ty In

dex

sum

mar

izes

rac

ial a

nd e

thni

c d

iver

sity

. The

ind

ex

sho

ws

the

likel

iho

od

tha

t tw

o p

erso

ns, c

hose

n at

ran

do

m fr

om

the

sa

me

area

, bel

ong

to

diff

eren

t ra

ce o

r et

hnic

gro

ups.

The

ind

ex

rang

es fr

om

0 (n

o d

iver

sity

) to

100

(co

mp

lete

div

ersi

ty).

Div

ersi

ty In

dex

: 38.

6 U

S: 6

2.1

10A

OC

CU

PATI

ON

BY

EA

RN

ING

STh

e fi v

e o

ccup

atio

ns w

ith t

he h

ighe

st n

umb

er o

f wo

rker

s in

the

mar

ket

are

dis

pla

yed

by

med

ian

earn

ing

s. D

ata

fro

m t

he C

ensu

s B

urea

u’s

Am

eric

an C

om

mun

ity S

urve

y.

AV

ER

AG

E H

OU

SEH

OLD

BU

DG

ET

IND

EX

The

ind

ex c

om

par

es t

he a

vera

ge

amo

unt

spen

t in

thi

s m

arke

t’s h

ous

eho

ld b

udg

ets

for

hous

ing

, fo

od

, ap

par

el, e

tc.,

to t

he a

vera

ge

amo

unt

spen

t b

y al

l US

hous

eho

lds.

An

ind

exo

f 100

is a

vera

ge.

An

ind

ex o

f 120

sho

ws

that

ave

rag

e sp

end

ing

by

cons

umer

s in

thi

s m

arke

tis

20

per

cent

ab

ove

the

nat

iona

l ave

rag

e. C

ons

umer

exp

end

iture

s ar

e es

timat

ed b

y E

sri.

65

Pop

ulat

ion

900,

000

11,0

00,0

00

10,1

38,0

00

Pop

ulat

ion

Gro

wth

(A

nnua

l %)

-0.5

%3.

0%

0.6%

Pop

ulat

ion

Den

sity

(Per

sons

per

sq

. mile

)0

25,0

00

1000

50

0W

ealt

h In

dex

7435

0

0So

cio

eco

nom

ic S

tatu

s In

dex

9135

0

0H

ous

ing

Aff

ord

abili

ty In

dex

196

350

Ow

n78

.6%

Ren

t21

.4%

Home

Owne

rship

US

Perc

enta

ge:

63.6

% O

wn

36.4

% R

ent

TAPE

STRY

SEG

MEN

TATI

ON

TM

esri

.co

m/t

apes

try

MA

RK

ET

PR

OFI

LE (C

onsu

mer

pre

fere

nces

are

est

imat

ed fr

om d

ata

by

GfK

MRI

)

• U

sual

ly o

wn

a tr

uck;

like

ly t

o se

rvic

e it

them

selv

es.

• Fr

eque

nt t

he c

onve

nien

ce s

tore

, usu

ally

to

fi ll u

p a

veh

icle

with

gas

.

• Ty

pic

al h

ouse

hold

has

a s

atel

lite

dis

h.

• W

ork

on h

ome

imp

rove

men

t an

d re

mod

elin

g p

roje

cts.

• O

wn

a p

et, c

omm

only

a d

og.

• Pa

rtic

ipat

e in

fi sh

ing

and

hun

ting

.

• Pr

efer

to

liste

n to

cou

ntry

mus

ic a

nd w

atch

Cou

ntry

Mus

ic T

elev

isio

n (C

MT)

.

• Re

ad fi

shin

g/h

untin

g a

nd h

ome

serv

ice

mag

azin

es.

• Pa

rtia

l to

eatin

g a

t lo

w-c

ost

fam

ily re

stau

rant

s an

d d

rive-

ins.

• U

se W

alm

art

for

all t

heir

shop

pin

g n

eed

s (g

roce

ries,

clo

thin

g, p

harm

acy,

etc

.).

ESR

I IN

DE

XE

SE

sri d

evel

op

ed t

hree

ind

exes

to

dis

pla

y av

erag

e ho

useh

old

wea

lth, s

oci

oec

ono

mic

sta

tus,

and

ho

usin

g a

fford

abili

ty fo

r th

e m

arke

t re

lativ

e to

US

stan

dar

ds.

PO

PU

LATI

ON

CH

AR

AC

TER

ISTI

CS

Tota

l po

pul

atio

n, a

vera

ge

annu

al p

op

ulat

ion

chan

ge

sinc

e C

ensu

s 20

10, a

nd a

vera

ge

den

sity

(po

pul

atio

n p

er s

qua

re m

ile) a

re d

isp

laye

d fo

r th

e m

arke

t re

lativ

e to

the

siz

ean

d c

hang

e am

ong

all

Tap

estr

y m

arke

ts. D

ata

estim

ated

by

Esr

i.

Life

Mo

de

Gro

up: R

ustic

Out

post

s

Sout

hern

Sat

ellit

es10

A

HO

USI

NG

Med

ian

hom

e va

lue

is d

isp

laye

d fo

r m

arke

ts t

hat

are

prim

arily

ow

ner

occ

upie

d; a

vera

ge

rent

is s

how

n fo

r re

nter

-occ

upie

d m

arke

ts.

Tenu

re a

nd h

om

e va

lue

are

estim

ated

by

Esr

i. H

ous

ing

typ

e an

d a

vera

ge

rent

are

fro

m t

he C

ensu

s B

urea

u’s

Am

eric

an C

om

mun

ity S

urve

y.

Typ

ical

Ho

usin

g:

Sing

le F

amily

;M

ob

ile H

om

es

Med

ian

Val

ue:

$119

,000

US

Med

ian:

$17

7,00

0

66

TAPE

STRY

SEG

MEN

TATI

ON

TM

esri

.co

m/t

apes

try

Ho

useh

old

s: 2

,369

,000

Ave

rag

e H

ous

eho

ld S

ize:

2.5

0

Med

ian

Ag

e: 3

4.8

Med

ian

Ho

useh

old

Inco

me:

$37

,000

Life

Mo

de

Gro

up: H

omet

own

Trad

itio

nal L

ivin

g

WH

O A

RE

WE

?R

esid

ents

in t

his

seg

men

t liv

e p

rim

arily

in lo

w-d

ensi

ty,

sett

led

nei

ghb

orho

ods

in t

he M

idw

est.

The

hou

seho

lds

are

a m

ix o

f m

arri

ed-c

oup

le f

amili

es a

nd s

ing

les.

Man

y fa

mili

es e

ncom

pas

s tw

o g

ener

atio

ns w

ho h

ave

lived

and

w

orke

d in

the

com

mun

ity; t

heir

child

ren

are

likel

y to

follo

w

suit

. The

man

ufac

turi

ng, r

etai

l tra

de,

and

hea

lth

care

se

ctor

s ar

e th

e p

rimar

y so

urce

s of

em

plo

ymen

t fo

r th

ese

resi

dent

s. T

his

is a

you

nger

mar

ket—

begi

nnin

g ho

useh

olde

rs

who

are

jug

glin

g t

he re

spon

sib

ilitie

s of

livi

ng o

n th

eir

own

or a

new

mar

riag

e, w

hile

reta

inin

g t

heir

yout

hful

inte

rest

sin

sty

le a

nd fu

n.

OU

R N

EIG

HB

OR

HO

OD

•M

arrie

d co

uple

s ar

e th

e do

min

ant h

ouse

hold

typ

e, b

ut f

ewer

tha

n ex

pec

ted

fro

m t

heyo

unge

r age

pro

fi le

and

few

er w

ith c

hild

ren

(Ind

ex 7

9); h

ow

ever

, the

re a

re h

ighe

rp

rop

ortio

ns o

f sin

gle

-par

ent

(Ind

ex 1

46)

and

sing

le-p

erso

n ho

useh

olds

(Ind

ex 1

12).

•A

vera

ge

hous

ehol

d s

ize

is s

light

lylo

wer

at

2.50

.

•H

omes

are

prim

arily

sin

gle

fam

ily o

rd

uple

xes

in o

lder

nei

ghb

orho

ods,

bui

lt b

efor

e 19

40 (I

ndex

183

).

•M

ost

neig

hbor

hood

s ar

e lo

cate

d in

low

er-d

ensi

ty u

rban

clu

ster

s of

met

roar

eas

thro

ugho

ut t

he M

idw

est

and

Sou

th.

•A

vera

ge

com

mut

ing

tim

e to

wor

k is

slig

htly

sho

rter

(Ind

ex 8

8).

•H

ouse

hold

s ha

ve o

ne o

r tw

o ve

hicl

es.

SOC

IOE

CO

NO

MIC

TR

AIT

S•

Ove

r 70

% h

ave

com

ple

ted

hig

h sc

hool

or s

ome

colle

ge.

•U

nem

plo

ymen

t is

hig

her

at 1

0.9%

(Ind

ex 1

27);

lab

or fo

rce

par

ticip

atio

n is

also

a b

it hi

ghe

r at

64.

6%.

•O

ver

thre

e q

uart

ers

of h

ouse

hold

s d

eriv

ein

com

e fro

m w

ages

and

sal

arie

s, a

ugm

ente

dby

Sup

plem

enta

l Sec

urity

Inco

me

(Inde

x 12

2)an

d p

ublic

ass

ista

nce

(Ind

ex 1

49).

•C

ost-

cons

ciou

s co

nsum

ers

that

are

com

fort

able

with

bra

nd lo

yalty

, unl

ess

the

pric

e is

too

hig

h.

•C

onne

cted

and

com

fort

able

with

the

Inte

rnet

,th

ey a

re m

ore

likel

y to

par

ticip

ate

in o

nlin

eg

amin

g o

r to

acc

ess

dat

ing

web

site

s.

•TV

is s

een

as t

he m

ost

trus

ted

med

ia.

Not

e: T

he In

dex

rep

rese

nts

the

ratio

of t

he s

egm

ent

rate

to

the

US

rate

mul

tiplie

d b

y 10

0. C

onsu

mer

pre

fere

nces

are

est

imat

ed fr

om d

ata

by

GfK

MRI

.

12B

67

Mal

eFe

mal

e8%

4%0

4%8%

85+

80–8

475

–79

70–7

465

–69

60–6

455

–59

50–5

445

–49

40–4

435

–39

30–3

425

–29

20–2

415

–19

10–1

45

–9 < 5

* H

isp

anic

can

be

of

any

race

.

U

S A

vera

ge

75.8

%

13.0

%

4.8%

3.5%

11.8

%

1.5%

1.4%

80%

60%

40%

20%

0

Whi

te

Bla

ck

Am

eric

anIn

dia

n

Asi

an a

ndPa

c. Is

land

Oth

er

Mul

tiple

His

pan

ic*

0

$60k

$90k

$30k

$120

k+

Med

ian

Hou

seho

ld In

com

e

$37,

000

US

Med

ian

$51,

000

00

$300

k$1

00k

$200

k$4

00k+

Med

ian

Net

Wor

th

$29,

000

US

Med

ian

$71

,000

$40,

000

$30,

000

$20,

000

$10,

000

050

0,00

0

Median Earnings

Wor

kers

(A

ge

16+

)30

0,00

020

0,00

010

0,00

040

0,00

0

Sale

s an

d R

elat

ed

Foo

d P

rep

arat

ion

and

Ser

ving

Rel

ated

Offi

ce a

ndA

dm

inis

trat

ive

Sup

po

rt

Pro

duc

tio

n

Tran

spo

rtat

ion

and

Mat

eria

l Mo

ving

350

050

100

150

200

250

300

Ho

usin

g

Foo

d

Ap

par

el &

Ser

vice

s

Tran

spo

rtat

ion

Hea

lth

Car

e

Ent

erta

inm

ent

&R

ecre

atio

n

Ed

ucat

ion

Pen

sio

ns &

Soci

al S

ecur

ity

Oth

er

66

43

67 66 66 63 62 6263

TAPE

STRY

SEG

MEN

TATI

ON

TM

esri

.co

m/t

apes

try

Life

Mo

de

Gro

up: H

omet

own

Trad

itio

nal L

ivin

g

INC

OM

E A

ND

NE

T W

OR

THN

et w

orth

mea

sure

s to

tal h

ouse

hold

ass

ets

(hom

es, v

ehic

les,

in

vest

men

ts, e

tc.)

less

any

deb

ts, s

ecur

ed (e

.g.,

mor

tgag

es)

or

un

secu

red

(cr

ed

it c

ard

s).

Ho

use

ho

ld in

com

e a

nd

net

wo

rth

are

estim

ated

by

Esr

i.

AG

E B

Y S

EX

(Esr

i dat

a)

Med

ian

Ag

e: 3

4.8

US:

37.

6|

Ind

icat

es U

S

RA

CE

AN

D E

THN

ICIT

Y (E

sri d

ata)

The

Div

ersi

ty In

dex

sum

mar

izes

rac

ial a

nd e

thni

c d

iver

sity

. The

ind

ex

sho

ws

the

likel

iho

od

tha

t tw

o p

erso

ns, c

hose

n at

ran

do

m fr

om

the

sa

me

area

, bel

ong

to

diff

eren

t ra

ce o

r et

hnic

gro

ups.

The

ind

ex

rang

es fr

om

0 (n

o d

iver

sity

) to

100

(co

mp

lete

div

ersi

ty).

Div

ersi

ty In

dex

: 53.

1 U

S: 6

2.1

12B

OC

CU

PATI

ON

BY

EA

RN

ING

STh

e fi v

e o

ccup

atio

ns w

ith t

he h

ighe

st n

umb

er o

f wo

rker

s in

the

mar

ket

are

dis

pla

yed

by

med

ian

earn

ing

s. D

ata

fro

m t

he C

ensu

s B

urea

u’s

Am

eric

an C

om

mun

ity S

urve

y.

AV

ER

AG

E H

OU

SEH

OLD

BU

DG

ET

IND

EX

The

ind

ex c

om

par

es t

he a

vera

ge

amo

unt

spen

t in

thi

s m

arke

t’s h

ous

eho

ld b

udg

ets

for

hous

ing

, fo

od

, ap

par

el, e

tc.,

to t

he a

vera

ge

amo

unt

spen

t b

y al

l US

hous

eho

lds.

An

ind

exo

f 100

is a

vera

ge.

An

ind

ex o

f 120

sho

ws

that

ave

rag

e sp

end

ing

by

cons

umer

s in

thi

s m

arke

tis

20

per

cent

ab

ove

the

nat

iona

l ave

rag

e. C

ons

umer

exp

end

iture

s ar

e es

timat

ed b

y E

sri.

68

Pop

ulat

ion

900,

000

11,0

00,0

00

6,00

6,00

0

Pop

ulat

ion

Gro

wth

(A

nnua

l %)

-0.5

%3.

0%

0.0% Po

pul

atio

n D

ensi

ty (P

erso

ns p

er s

q. m

ile)

025

,000

1000

228

0W

ealt

h In

dex

5135

0

0So

cio

eco

nom

ic S

tatu

s In

dex

7635

0

0H

ous

ing

Aff

ord

abili

ty In

dex23

135

0

Ow

n60

.1%

Ren

t39

.9%

Home

Owne

rship

US

Perc

enta

ge:

63.6

% O

wn

36.4

% R

ent

TAPE

STRY

SEG

MEN

TATI

ON

TM

esri

.co

m/t

apes

try

MA

RK

ET

PR

OFI

LE (C

onsu

mer

pre

fere

nces

are

est

imat

ed fr

om d

ata

by

GfK

MRI

)

•Th

ey s

hop

for

gro

cerie

s at

dis

coun

t st

ores

suc

h as

Wal

mar

t su

per

cent

ers;

Km

art

is a

lso

a fa

vorit

e fo

r ap

par

el a

nd s

und

ry h

ouse

hold

and

per

sona

l car

e p

rod

ucts

.

•C

onve

nien

ce s

tore

s ar

e co

mm

only

use

d fo

r fu

el o

r p

icki

ng u

p in

cid

enta

lslik

e lo

tter

y tic

kets

.

•Th

ey t

end

to

carr

y cr

edit

card

bal

ance

s, h

ave

stud

ent

loan

s, a

nd p

ay b

ills

in p

erso

n.

•H

alf o

f hou

seho

lds

have

ab

and

oned

land

lines

for

cell

pho

nes

only

.

•Th

ey w

atch

the

ir fa

vorit

e ch

anne

ls in

clud

ing

QV

C, C

MT,

and

Gam

e Sh

ow N

etw

ork.

•Th

ey’re

fast

food

dev

otee

s.

•Th

ey e

njoy

out

doo

r ac

tiviti

es s

uch

as c

amp

ing

and

tak

ing

trip

s to

the

zoo

.

ESR

I IN

DE

XE

SE

sri d

evel

op

ed t

hree

ind

exes

to

dis

pla

y av

erag

e ho

useh

old

wea

lth, s

oci

oec

ono

mic

sta

tus,

and

ho

usin

g a

fford

abili

ty fo

r th

e m

arke

t re

lativ

e to

US

stan

dar

ds.

PO

PU

LATI

ON

CH

AR

AC

TER

ISTI

CS

Tota

l po

pul

atio

n, a

vera

ge

annu

al p

op

ulat

ion

chan

ge

sinc

e C

ensu

s 20

10, a

nd a

vera

ge

den

sity

(po

pul

atio

n p

er s

qua

re m

ile) a

re d

isp

laye

d fo

r th

e m

arke

t re

lativ

e to

the

siz

ean

d c

hang

e am

ong

all

Tap

estr

y m

arke

ts. D

ata

estim

ated

by

Esr

i.

Life

Mo

de

Gro

up: H

omet

own

Trad

itio

nal L

ivin

g12

B

HO

USI

NG

Med

ian

hom

e va

lue

is d

isp

laye

d fo

r m

arke

ts t

hat

are

prim

arily

ow

ner

occ

upie

d; a

vera

ge

rent

is s

how

n fo

r re

nter

-occ

upie

d m

arke

ts.

Tenu

re a

nd h

om

e va

lue

are

estim

ated

by

Esr

i. H

ous

ing

typ

e an

d a

vera

ge

rent

are

fro

m t

he C

ensu

s B

urea

u’s

Am

eric

an C

om

mun

ity S

urve

y.

Typ

ical

Ho

usin

g:

Sing

le F

amily

Med

ian

Val

ue:

$79,

000

US

Med

ian:

$17

7,00

0

69

TAPE

STRY

SEG

MEN

TATI

ON

TM

esri

.co

m/t

apes

try

Ho

useh

old

s: 2

,562

,000

Ave

rag

e H

ous

eho

ld S

ize:

3.1

0

Med

ian

Ag

e: 3

0.7

Med

ian

Ho

useh

old

Inco

me:

$64

,000

Life

Mo

de

Gro

up: E

thni

c E

ncla

ves

Up

and

Com

ing

Fam

ilies

WH

O A

RE

WE

?U

p an

d C

omin

g Fa

mili

es is

a m

arke

t in

tran

sitio

n—re

side

nts

are

youn

ger

and

mor

e m

obile

and

eth

nica

lly d

iver

se t

han

the

pre

viou

s g

ener

atio

n. T

hey

are

amb

itiou

s, w

orki

ng h

ard

to

get

ahe

ad, a

nd w

illin

g t

o ta

ke s

ome

risks

to

achi

eve

thei

r go

als.

The

rece

ssio

n ha

s im

pact

ed th

eir fi

nan

cial

wel

l-bei

ng,

but

the

y ar

e op

timis

tic. T

heir

hom

es a

re n

ew; t

heir

fam

ilies

ar

e yo

ung

. And

thi

s is

one

of t

he fa

stes

t-g

row

ing

mar

kets

in t

he c

ount

ry.

OU

R N

EIG

HB

OR

HO

OD

•N

ew s

ubur

ban

per

iphe

ry: n

ew fa

mili

esin

new

hou

sing

sub

div

isio

ns.

•B

uild

ing

beg

an in

the

hou

sing

boo

mof

the

200

0s a

nd c

ontin

ues

in t

his

fast

-gro

win

g m

arke

t.

•Si

ngle

-fam

ily h

omes

with

a m

edia

n va

lue

of $

174,

000

and

a lo

wer

vac

ancy

rat

e.

•Th

e p

rice

of a

fford

able

hou

sing

:lo

nger

com

mut

e tim

es (I

ndex

116

).

SOC

IOE

CO

NO

MIC

TR

AIT

S•

Educ

atio

n: 6

6% h

ave

som

e co

lleg

eed

ucat

ion

or d

egre

e(s)

.

•H

ard

-wor

king

lab

or fo

rce

with

ap

artic

ipat

ion

rate

of 7

1% (I

ndex

114

)an

d lo

w u

nem

plo

ymen

t at

7%

(Ind

ex 8

1).

•M

ost

hous

ehol

ds

(63%

) hav

e 2

orm

ore

wor

kers

.

•C

aref

ul s

hop

per

s, a

war

e of

pric

es, w

illin

gto

sho

p a

roun

d fo

r th

e b

est

dea

ls a

nd o

pen

to in

fl uen

ce b

y ot

hers

’ op

inio

ns.

•Se

ek t

he la

test

and

bes

t in

tec

hnol

ogy.

•Yo

ung

fam

ilies

stil

l fea

ther

ing

the

nes

tan

d e

stab

lishi

ng t

heir

styl

e.

Not

e: T

he In

dex

rep

rese

nts

the

ratio

of t

he s

egm

ent

rate

to

the

US

rate

mul

tiplie

d b

y 10

0. C

onsu

mer

pre

fere

nces

are

est

imat

ed fr

om d

ata

by

GfK

MRI

.

7A

70

Mal

eFe

mal

e8%

4%0

4%8%

85+

80–8

475

–79

70–7

465

–69

60–6

455

–59

50–5

445

–49

40–4

435

–39

30–3

425

–29

20–2

415

–19

10–1

45

–9 < 5

*H

isp

anic

can

be

of

any

race

.U

S A

vera

ge65

.4%

14.8

%

8.7%

4.2%

26.7

%

0.7%

6.2%

80%

60%

40%

20%

0

Whi

te

Bla

ck

Am

eric

anIn

dia

n

Asi

an a

ndPa

c. Is

land

Oth

er

Mul

tiple

His

pan

ic*

0

$60k

$90k

$30k

$120

k+

Med

ian

Hou

seho

ld In

com

e

$64,

000

US

Med

ian

$51,

000

00

$300

k$1

00k

$200

k$4

00k+

Med

ian

Net

Wor

th

$96,

000 U

S M

edia

n $

71,0

00

$80,

000

$60,

000

$40,

000

$20,

000

100,

000

030

0,00

050

0,00

070

0,00

0

Median Earnings

Wor

kers

(A

ge

16+

)

Ed

ucat

ion,

Tra

inin

g,

and

Lib

rary Tr

ansp

ort

atio

nan

d M

ater

ial M

ovi

ng

Offi

ce a

nd A

dm

inis

trat

ive

Sup

po

rt

Man

agem

ent

Sale

s an

d R

elat

ed

350

050

100

150

200

250

300

Ho

usin

g

Foo

d

Ap

par

el &

Ser

vice

s

Tran

spo

rtat

ion

Hea

lth

Car

e

Ent

erta

inm

ent

&R

ecre

atio

n

Ed

ucat

ion

Pen

sio

ns &

Soci

al S

ecur

ity

Oth

er

106

72

109

101 11

1

99

115

104

108

TAPE

STRY

SEG

MEN

TATI

ON

TM

esri

.co

m/t

apes

try

Life

Mo

de

Gro

up: E

thni

c E

ncla

ves

Up

and

Com

ing

Fam

ilies

INC

OM

E A

ND

NE

T W

OR

THN

et w

orth

mea

sure

s to

tal h

ouse

hold

ass

ets

(hom

es, v

ehic

les,

in

vest

men

ts, e

tc.)

less

any

deb

ts, s

ecur

ed (e

.g.,

mor

tgag

es)

or

un

secu

red

(cr

ed

it c

ard

s).

Ho

use

ho

ld in

com

e a

nd

net

wo

rth

are

estim

ated

by

Esr

i.

AG

E B

Y S

EX

(Esr

i dat

a)

Med

ian

Ag

e: 3

0.7

US:

37.

6|

Ind

icat

es U

S

RA

CE

AN

D E

THN

ICIT

Y (E

sri d

ata)

The

Div

ersi

ty In

dex

sum

mar

izes

rac

ial a

nd e

thni

c d

iver

sity

. The

ind

ex

sho

ws

the

likel

iho

od

tha

t tw

o p

erso

ns, c

hose

n at

ran

do

m fr

om

the

sa

me

area

, bel

ong

to

diff

eren

t ra

ce o

r et

hnic

gro

ups.

The

ind

ex

rang

es fr

om

0 (n

o d

iver

sity

) to

100

(co

mp

lete

div

ersi

ty).

Div

ersi

ty In

dex

: 72.

4 U

S: 6

2.1

7A

OC

CU

PATI

ON

BY

EA

RN

ING

STh

e fi v

e o

ccup

atio

ns w

ith t

he h

ighe

st n

umb

er o

f wo

rker

s in

the

mar

ket

are

dis

pla

yed

by

med

ian

earn

ing

s. D

ata

fro

m t

he C

ensu

s B

urea

u’s

Am

eric

an C

om

mun

ity S

urve

y.

AV

ER

AG

E H

OU

SEH

OLD

BU

DG

ET

IND

EX

The

ind

ex c

om

par

es t

he a

vera

ge

amo

unt

spen

t in

thi

s m

arke

t’s h

ous

eho

ld b

udg

ets

for

hous

ing

, fo

od

, ap

par

el, e

tc.,

to t

he a

vera

ge

amo

unt

spen

t b

y al

l US

hous

eho

lds.

An

ind

exo

f 100

is a

vera

ge.

An

ind

ex o

f 120

sho

ws

that

ave

rag

e sp

end

ing

by

cons

umer

s in

thi

s m

arke

tis

20

per

cent

ab

ove

the

nat

iona

l ave

rag

e. C

ons

umer

exp

end

iture

s ar

e es

timat

ed b

y E

sri.

71

Pop

ulat

ion

900,

000

11,0

00,0

00

8,00

6,00

0

Pop

ulat

ion

Gro

wth

(A

nnua

l %)

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%3.

0%

2.3%

Pop

ulat

ion

Den

sity

(Per

sons

per

sq

. mile

)0

25,0

00

1000

863

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ealt

h In

dex

9535

0

0So

cio

eco

nom

ic S

tatu

s In

dex

119

350

0H

ous

ing

Aff

ord

abili

ty In

dex

193

350

Ow

n75

.1%

Ren

t24

.9%

Home

Owne

rship

US

Perc

enta

ge:

63.6

% O

wn

36.4

% R

ent

TAPE

STRY

SEG

MEN

TATI

ON

TM

esri

.co

m/t

apes

try

MA

RK

ET

PR

OFI

LE (C

onsu

mer

pre

fere

nces

are

est

imat

ed fr

om d

ata

by

GfK

MRI

)

•Re

ly o

n th

e In

tern

et fo

r en

tert

ainm

ent,

info

rmat

ion,

sho

pp

ing

, and

ban

king

.

•Pr

efer

imp

orte

d S

UV

s or

com

pac

t ca

rs, l

ate

mod

els.

•C

arry

deb

t fr

om c

red

it ca

rd b

alan

ces

to s

tud

ent

loan

s an

d m

ortg

ages

, but

als

om

aint

ain

retir

emen

t p

lans

and

mak

e ch

arita

ble

con

trib

utio

ns.

•B

usy

with

wor

k an

d fa

mily

; use

hom

e an

d la

ndsc

apin

g s

ervi

ces

to s

ave

time.

•Fi

nd le

isur

e in

fam

ily a

ctiv

ities

, mov

ies

at h

ome,

trip

s to

the

me

par

ks o

r th

e zo

o,an

d s

por

ts, f

rom

bac

kpac

king

and

bas

ebal

l to

wei

ght

lift

ing

and

yog

a.

ESR

I IN

DE

XE

SE

sri d

evel

op

ed t

hree

ind

exes

to

dis

pla

y av

erag

e ho

useh

old

wea

lth, s

oci

oec

ono

mic

sta

tus,

and

ho

usin

g a

fford

abili

ty fo

r th

e m

arke

t re

lativ

e to

US

stan

dar

ds.

PO

PU

LATI

ON

CH

AR

AC

TER

ISTI

CS

Tota

l po

pul

atio

n, a

vera

ge

annu

al p

op

ulat

ion

chan

ge

sinc

e C

ensu

s 20

10, a

nd a

vera

ge

den

sity

(po

pul

atio

n p

er s

qua

re m

ile) a

re d

isp

laye

d fo

r th

e m

arke

t re

lativ

e to

the

siz

ean

d c

hang

e am

ong

all

Tap

estr

y m

arke

ts. D

ata

estim

ated

by

Esr

i.

Life

Mo

de

Gro

up: E

thni

c E

ncla

ves

Up

and

Com

ing

Fam

ilies

7A

HO

USI

NG

Med

ian

hom

e va

lue

is d

isp

laye

d fo

r m

arke

ts t

hat

are

prim

arily

ow

ner

occ

upie

d; a

vera

ge

rent

is s

how

n fo

r re

nter

-occ

upie

d m

arke

ts.

Tenu

re a

nd h

om

e va

lue

are

estim

ated

by

Esr

i. H

ous

ing

typ

e an

d a

vera

ge

rent

are

fro

m t

he C

ensu

s B

urea

u’s

Am

eric

an C

om

mun

ity S

urve

y.

Typ

ical

Ho

usin

g:

Sing

le F

amily

Med

ian

Val

ue:

$174

,000

US

Med

ian:

$17

7,00

0

72

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