DOWNTOWN DOTHAN

MARKET SNAPSHOT 2016

DOTHAN, ALABAMA

Dothan, Alabama (334) 699-8118 www.theddra.org

DOWNTOWN DOTHAN ALABAMA

Population Primary1 Secondary2 Tertiary3

2015 Estimate 113,270 80,407 233,302

2020 Projection 116,663 80,940 235,037

Change 2015—2020 3.0% 0.7% 0.7%

Median Age Primary Secondary Tertiary

2015 Estimate 39.1 39.4 41.2

2020 Estimate 40.0 40.4 42.5

Households Primary Secondary Tertiary

2015 Estimate 45,656 30,889 89,887

2020 Estimate 47,038 31,167 90,633

Change 2015—2020 3.0% 0.9% 0.8%

Median HH Income Primary Secondary Tertiary

2015 Estimate $40,745 $39,110 $36,022

2020 Estimate $46,322 $43,801 $40,468

Change 2015—2020 13.7% 12.0% 12.3%

Employed Civilians 16+ Primary Secondary Tertiary

2015 Total 47,001 28,755 78,537

White Collar 56.4% 51.0% 52.2%

Services 18.7% 19.4% 20.2%

Blue Collar 24.9% 19.6% 27.6%

Source: Esri 2015

Downtown Dothan Markets | Demographic Snapshot

Fast Facts

Dothan Downtown 2021 Vision ► Sustainable Dothan Downtown Redevelopment Authority

(DDRA) Organization Funded and Delivering Results

► Work – Live – Play Downtown Neighborhood

► Attractive, Visually Appealing and Inviting Destination

► Lively Downtown – The Heart of the Dothan Community

1 Primary Market Ring = 0.0 to 12.5 Miles 2 Secondary Market Ring = 12.5 to 25.0 Miles 3 Tertiary Market Ring = 25.0 to 50 Miles

$336,000 Public Dollars Invested

$695,000 Private Dollars Invested

7 Net New

Businesses

12 Net New Jobs

Created

850 Volunteer

Hours

Dothan is a Main Street Alabama community.

This document summarizes information contained in the 2015 Downtown Dothan Market Assessment Report commissioned by Main Street Alabama.

Main Street Alabama is focused on bringing jobs, dollars and people back to Alabama’s historic communities. Economic development is at the heart of this statewide organization’s efforts to revitalize downtowns and neighborhoods.

Downtown Dothan Market Snapshot | 2016 | Dothan, Alabama

By the Numbers Cumulative Totals | June 2014 to September 2016

The Esri Community Tapestry consumer segmentation system adds color to the demographic profile of residents and households within the defined trade area geographies.

The Tapestry Household Distribution Report identifies prevalent segments and describes the population’s likes, dislikes, lifestyles and purchase behaviors for households within the defined geographies. The information can be particularly helpful for assessing opportunities for business growth and for designing marketing strategies and messages to reach targeted segments.

The following tables show concentrations of the three most prevalent Tapestry LifeMode Groups found within the Downtown Dothan primary, secondary and tertiary market study rings.

Primary Trade Area Households Count Pct.

Rustic Outposts 15,577 34.1%

GenXurban 7,735 16.9%

Hometown 6,208 13.6%

Count/Percent of Primary Market 29,520 64.6%

Secondary Trade Area Households Count Pct.

Rustic Outposts 17,003 55.0%

Hometown 4,131 13.4%

Cozy Country Living 3,012 9.8%

Count/Percent of Secondary Market 24,146 78.2%

Tertiary Trade Area Households Count Pct.

Rustic Outposts 59,100 65.7%

Hometown 9,429 10.5%

GenXurban 7,205 8.1%

Count/Percent of Tertiary Market 75,814 84.3%

Top Tapestry LifeMode Groups Primary Trade Area | Esri 2015

Rustic Outposts

► 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 own-

ership, a must

► Residents live within their means, shop at discount stores and main-tain 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

GenXurban

► Gen X in middle age; families with fewer kids and a mortgage

► Second largest Tapestry group, comprised of Gen X married cou-ples, and a growing population of retirees

► About a fifth of residents are 65 or older; about a fourth of house-holds have retirement income

► Own older single-family homes in urban areas, with 1 or 2 vehicles

► Live and work in the same county, creating shorter commute times

► Invest wisely, well-insured, comfortable banking online or in person

► News junkies (read a daily newspaper, watch news on TV, and go online for news)

► Enjoy reading, photo album/scrapbooking, playing board games and cards, doing crossword puzzles, going to museums and rock concerts, dining out, and walking for exercise

DOWNTOWN DOTHAN | ALABAMA

Lifestyle Profile

Dothan, Alabama (334) 699-8118 www.theddra.org

Hometown

► 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

Total Retail Sales

Retail Pull To capture a snapshot of an area's retail marketplace and relative strength, the leakage and surplus factor summarizes the relationship between supply (retail sales by businesses) and demand (consumer spending by household). The factor is a measure of the relationship between supply and demand that ranges from +100 (total surplus) to -100 (total leakage). A positive value represents a surplus of retail sales (often indicative of a market where customers are drawn in from outside the defined trade area).

The following table shows Primary and Secondary trade area sales surplus and leakage factors for select retail and food & drink categories and subcategories that could be appropriate to, and targeted for expansion and recruitment in, Downtown Dothan.

Downtown Dothan Market ($MM)

Primary Secondary Tertiary

$1,843.1 $598.7 $1,869.2

Source: Esri Retail MarketPlace Report 2015

Totals shown for all North American Industrial Classification System (NAICS) Retail categories (NAICS 441—454) and Foodservice and Drinking Places (NAICS 722).

Sales Surplus & Leakage ($MM) Primary Secondary Tertiary

Surplus/

(Leakage) Surplus/

(Leakage) Surplus/

(Leakage)

Total Retail Trade and Food & Drink (NAICS 44 – 45, 722)

$742.4 ($81.1) ($33.8)

Total Retail Trade (NAICS 44 – 45) $695.1 ($51.4) $8.9

Total Food & Drink (NAICS 722) $47.3 ($29.7) ($42.7)

Source: Esri, 2015.

Category/Subcategory Primary Secondary

Office Supplies, Stationery and Gifts (39.8) (56.4)

Jewelry, Luggage and Leather Goods (1.6) (43.7)

Beer, Wine & Liquor Stores (52.8) (20.8)

Florists (6.9) 32.9

Specialty Food Stores (3.0) (0.7)

Used Merchandise Stores 2.6 (10.8)

Health & Personal Care Stores 7.8 (17.0)

Drinking Places—Alcoholic Beverages 34.6 (18.6)

Full-Service Restaurants 29.1 (51.3)

Source: Esri, 2015.

DOWNTOWN DOTHAN | ALABAMA

Retail Performance

Downtown Dothan Market Snapshot | 2016 | Dothan, Alabama

Comparisons of Retail Trade and Food & Drink sectors demand versus sales estimates for the study area rings reveal sales surpluses in the primary trade area, and sales leakage totaling more than $81 million for the secondary trade area. The patterns suggest that certain businesses located within the primary trade area are effectively capturing a portion of sales generated by households within the primary and secondary trade areas, and most likely from beyond.

Leakage within a specified trade area represents a condition where supply is less than demand—retailers outside of the trade area are fulfilling demand for retail products. Surplus within a specified trade area represents a condition where supply exceeds demand—thus, retailers are attracting customers that reside outside the trade area.

Downtown Dothan Trade Area Sales Surplus and Leakage Estimates

P.O. Box 896 | Dothan, AL 36302

(334) 699-8118

jamie@dothandowntown.org | www.theddra.org

Downtown Dothan Market Position Statement Downtown Dothan specializes in offering event space to Dothan area residents primarily within a 12.5 mile radius, secondarily within a 25 mile radius, and thirdly within a 50 mile radius. The whole of downtown serves as the event venue with each individual private and public institution and attraction within the downtown potentially incorporated into the event (from private to public/indoor to outdoor gathering space, food catered in to dining out, in house to in district bars, small to large entertainment in private functions or public shows).