midtown atlanta trade area 2012 · 2020. 10. 20. · 2011-2016 increase 5% 7.3% 4.7% total trade...

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INTRODUCTIONThis report defines and analyzes the primary and secondary trade areas for Midtown Atlanta.

Throughout the U.S., people are eager for urban experiences—they wish to shop and dine in authentic places that are distinct from more conventional, often contrived, options available in suburban areas. Though they will not wholly abandon other offerings, many area consumers will shift a number of their shopping and dining trips to a downtown setting if it provides a compelling and unique mix of shops and restaurants. As it draws in people from the larger trade area, an urban place simultaneously serves its immediate residents, workers and visitors.

This report includes the following:

1. Primary + Secondary Trade Areas

2. Primary Trade Area: Psychographics & Primary Target Market

3. Secondary Trade Area: Psychographics & Secondary Target Market

4. Conclusion

Supporting Documents

2012 Midtown Atlanta Trade Area Analysis

p. 2-3

pp. 4-5

p. 6

p. 7

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1. Primary + Secondary Trade Areas The map below shows the total trade area for Midtown Atlanta. The green-shaded portion indicates the primary trade area, while the blue indicates the secondary trade area. In total the trade area’s population today is 1,674,563; it is comprised of those living within a reasonable distance of Midtown and includes groups of residents inclined to patronize trendy, upscale shops and restaurants in an urban setting. By 2016 the population is expected to increase by 85,000 people, or just over 5%. Areas with growing populations are of interest to independent and national retailers. While they still like to see strong co-tenancies and sales numbers, the growing population is a data point they’ll consider when making location decisions.

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Midtown Atlanta Trade Area

PRIMARY trade area

Secondary trade area

Source: ESRI Business Solutions; 2010 US Census; Downtown Works

2011 1,674,563 200,455 1,474,108

2016 Forecast 1,759,060 215,095 1,543,965

2011-2016 Increase 5% 7.3% 4.7%

TOTAL trade area

PRIMARY trade area

SECONDARY trade area

Population

Average Household Income

2011 $77,267 $77,059

2016 Forecast $92,477 $90,550

2011-2016 Increase 19.7% 17.5%

PRIMARY trade area


Midtown Atlanta Total

Trade Area Pop. = 1.67 mil

Midtown

(2011 US Average HH Income = $69,677)

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Key trade area statistics:

• The total trade area population is increasing—growth of 5%, or 85,000 people, is forecast for 2016.

• Nearly all primary trade area residents are within a 10-minute drive. Most secondary trade area residents are within a 20-minute drive, while nearly all are within 30.

• Primary trade area residents are youthful—today, 51% are between the ages of 20 and 44.

• 12.1% of those in the primary and 13.9% of those in the secondary trade area are between the ages of 45 and 54, peak earning years.

• More than 35% of all households in the primary trade area and 37% in the secondary annually earn $75,000 and up (this is higher than the US average household income of $69,677). By 2016 close to half of all total trade area households will be earning $75,000+.

• Nearly 15% of primary and just over 18% of secondary trade area residents annually earn between $50,000 and $75,000. While not top earners, many of these people fall into groups that spend nearly all their discretionary income on themselves. (more on this in the section on psychographics)


Households by Income

$50-$74.9k

$75-$99.9k

$100-$149.9k

$150-$199.9k

$200k +

PRIMARY trade area


2016 forecast2011 2016 forecast201114.9%

9.3%

10.4%

5.6%

10.1%

15.3%

13.0%

13.4%

6.9%

10.7%

18.2%

11.6%

12.7%

5.8%

7.0%

18.4%

15.5%

15.3%

7.3%

7.7%

Today, more than 35% of all households in the primary trade area

and 37% in the secondary annually earn $75,000 and up.

Age Distribution

Age 20-24

Age 25-34

Age 35-44

Age 45-54

PRIMARY trade area


2016 forecast2011 2016 forecast201112.7%

23.0%

15.3%

12.1%

12.5%

23.8%

14.7%

11.0%

7.0%

17.1%

15.5%

13.9%

6.7%

17.4%

14.9%

12.7%

Today, more than 63% of primary and 53.5% of secondary trade

area residents are between the ages of 20 and 54.

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3. Primary Trade Area: Psychographics & Primary Target Market

Demographic statistics cross-tabulated with information on lifestyles, attitudes and behaviors lead to psychographic profiles of a population. These profiles consider:

‣ Occupation and education level‣ Preferred activities and spending habits‣ Stage of life

For this analysis, we define our primary target market psychographically. As shown at right, Midtown’s psychographic primary target market (PTM) groups make up just over 76% of primary trade area households; their members include those inclined to shop and dine in an urban setting if the right product—a critical mass of distinct, quality operators—is offered.

The bulk of the PTM is comprised of young people who are active, electronically savvy and strive to be cool. They are not necessarily affluent yet have disposable income which they spend on the latest in electronics, apparel, activewear, meals out, movies and concerts and, in some cases, home furnishings.

Metro Renters make up nearly half—46.3%—of the PTM (by comparison, just 8.2% of Nashville’s PTM falls into this group). Because Metro Renters aren’t yet homeowners, they don’t spend their money on investment-grade furniture (though they do shop at places like CB2). Nonetheless, they are avid shoppers and diners—they spend nearly all their discretionary income on themselves.

Two PTM groups—Top Rung and Connoisseurs—are the top two most affluent of all ESRI’s 65 consumer groups. These two groups comprise 7.4% of the PTM. They buy high-quality clothing and home goods, and frequent top restaurants.

Urban Chic, and Trendsetters combined represent 6.6% of the target market. Members of these groups are affluent and likely to spend their money. As a result, a case can be made for some trendy, upscale operations touting higher price points. Categories would include full-service restaurants, fashion apparel and accessories (shoes, jewelry), home furnishings and gifts.

Descriptions of each of the eight groups that comprise Midtown’s PTM are included on the following pages.

Midtown Atlanta Primary Target Market (PTM)(as percent of PRIMARY TRADE AREA households)

target market =

46.3%

12.2%

4.6%

3.6%

3.3%

3.0%

2.8%

0.6%

76% of

primary trade

area households

(vs. 10% in U.S.)

1.6%

1.0%

0.9%

1.9%

1.4%

1.2%

1.3%

0.5%

U.S.

• Metro Renters

• Laptops & Lattes

• Top Rung

• Enterprising Professionals

• Urban Chic

• Trendsetters

• Connoisseurs

• Dorms to Diplomas

MIDTOWN

PTM


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Metro Renters 46.3%• Young, educated singles starting their careers• 1 in 4 holds graduate degrees (is one of the most highly-educated

segments)• Need to be where the action is and are avid shoppers/diners• Because they rent, home products are not a priority, though they

will buy furniture from stores such as CB2 or Pier One Imports• Shop at traditional stores, independents and online• Work out regularly and are active in sports • Own electronics, laptops; seldom watch TV• Spend most of their discretionary income on themselves

Laptops and Lattes 12.2%• Live urban lifestyles (30% do not own cars)• Highly educated, more than 70% have bachelors or graduate

degrees• Are well read and well traveled• They eat out frequently, shop Target for necessities, and buy

luxuries at high end department stores and home stores• One of top markets to own iPod, laptop or notebook• Exercise and eat healthy foods

Top Rung 4.6%• Mature, married, highly educated and wealthy• Is the wealthiest consumer market• Shoppers—they buy the “best of the best”• Frequently upgrade their electronics

Enterprising Professionals 3.6%• Young, educated professionals who move frequently to climb the

ladder• Enjoy growing consumer clout• 46% of this group lives in the South• They eat out at Chili’s and Cheesecake Factory• They shop for groceries at Publix and Albertsons

Urban Chic 3.3%• Professionals who live stylishly and are well-educated• Focus on both quality and style• Stay fit, eat organic and drink imported• Dine out all the time yet have well equipped kitchens• Shop in upscale stores• Active consumers who emphasize organic-sustainable goods/

services + craftsmanship/artisanship; favor local operators over chains

• One of the top groups to own Apple products

Trendsetters 3.0%• Young, diverse and mobile• Educated professionals who have substantive jobs• Spenders who love to shop in stores• Fashion conscious and stay current on trends• Other groups follow them!

Connoisseurs 2.8%• Somewhat older• Are third in affluence to Top Rung• Neighborhoods are usually slow growing, established, affluent

areas in densely populated city centers• Eat out several times a week (occasionally cook at home for fun)• Have the latest in gadgetry and like labels• Buy the latest sports apparel to look good

Dorms to Diplomas 0.6%• College students• Participate in a variety of sports and work out at gyms• They attend concerts, go dancing and to the movies• Buy laptops, cell phones, iPods, and digital cameras• Shop at discount stores and brands such as Old Navy• Eat at fast food establishments• Watch VH1 and MTV

Midtown Atlanta—Primary Target Market Groups

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3. Secondary Trade Area: Psychographics & Secondary Target Market

As shown at right, Midtown’s psychographic secondary target market (STM) groups make up 40% of secondary trade area households. The STM has five groups—Enterprising Professionals, Metro Renters, Urban Chic, Connoisseurs, Laptops & Lattes—in common with the PTM. The remaining three groups in the STM are described below.

Young and Restless 10.2%• Change is constant for this group who lead busy lives• The median age is 28.6• Diverse and highly educated, very interested in their careers• Renters with few children• Incomes are not high but much of it is disposable• Tech savvy; they go online for most everything• Enjoy bars and nightlife

Metropolitans 5.6%• Live in older city neighborhoods• More than 75% over the age of 25 have attended college• Median age is 37.6; just 40% are married• Live in single family homes and in multi-unit buildings• Active, urbane lifestyle• Up on women’s fashion• Practice yoga• Prefer Apple products

In Style 2.9%• Affluent, well educated suburbanites who gravitate to urban experiences• Make frequent trips to downtown to access cool restaurants and shops, visit museums or

go to concerts• Candidates for downtown lofts or condos when their kids leave the nest• Are into fitness• Are label-conscious and respond to trends

Midtown Atlanta Secondary Target Market (STM)(as percent of SECONDARY TRADE AREA households)

target market =

10.2%

10.1%

6.2%

5.6%

2.9%

1.9%

1.6%

1.4%

40% of

secondary trade

area households

(vs. 12% in U.S.)

1.5%

1.9%

1.6%

1.4%

2.3%

1.4%

1.3%

1.0%

U.S.

• Young & Restless

• Enterprising Professionals

• Metro Renters

• Metropolitans

• In Style

• Urban Chic

• Connoisseurs

• Laptops & Lattes

MIDTOWN

STM


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4. Conclusion

Both the primary and secondary trade areas contain an abundance of well-educated, active, urban inclined people, and the bulk of the adult population is between the ages of 20 and 55. The makeup of the total trade area is good for urban retail.

• The target market groups are well educated, well read and well traveled.

• Many of those in the target market groups will harbor a sensitivity to price. And while they value local retailers, they also like to trade with brands they know.

• Entertainment is important to all of the target groups. Much of this is connected to the sophisticated electronic devices they buy and upgrade with frequency.

• Nearly all those in the target groups enjoy dining out often, for the most part at trendy restaurants.

• The target groups are made up of people who are active (play sports), fit and health conscious.

• A good portion of those in the target groups are fairly mobile, and less likely to purchase investment grade home furnishings.

• For many of those in the target groups, disposable income is spent on maintaining the lifestyle of “it’s about me.” They are not terribly interested in what others think.

• Those in the target market groups have few children.

The psychographics of the primary and secondary target markets should weigh heavily on the merchandise mix and tenant decisions made by landlords. Shops and restaurants that appeal to the target markets will also draw in other “follower” trade area consumers, albeit less frequently.

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Supporting Documents

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http://www.esri.com/ba

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AreaStateUSA

Trends 2011-2016

Population Households Families Owner HHs Median HH Income

Annual

Rat

e (i

n p

erce

nt)

4.5

4

3.5

3

2.5

2

1.5

1

0.5

0

20112016

Population by Age

0-4 5-9 10-14 15-19 20-24 25-34 35-44 45-54 55-64 65-74 75-84 85+

Perc

ent

22

20

18

16

14

12

10

8

6

4

2

0

2011 Household Income

<$15K17.0%

$15K - $24K10.9%$25K - $34K

9.7%

$35K - $49K12.2%

$50K - $74K14.9%

$75K - $99K9.3%

$100K - $149K10.4%

$150K - $199K5.6%

$200K+10.1%

2011 Population by Race

White Black Am. Ind. Asian Pacific Other Two+

Perc

ent

60

55

50

45

40

35

30

25

20

15

10

5

0

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SiteU.S.

Top Ten Tapestry Segments Site vs. U.S.

Percent of Households by Tapestry Segment454035302520151050

27. Metro Renters

08. Laptops and Lattes

01. Top Rung

64. City Commons

16. Enterprising Professionals

55. College Towns

09. Urban Chic

62. Modest Income Homes

23. Trendsetters

03. Connoisseurs

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Tapestry Indexes by Households

Index2,5002,0001,5001,0005000

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65

Tapestry Indexes by Population

Index3,0002,5002,0001,5001,0005000

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ts

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03

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13

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17

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Secondary trade area November 24, 201230009 (ALPHARETTA, GA) et al.Geographies: 49 ZIP Codes

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AreaStateUSA

Trends 2011-2016

Population Households Families Owner HHs Median HH Income

Annual

Rat

e (i

n p

erce

nt)

4

3.5

3

2.5

2

1.5

1

0.5

0

20112016

Population by Age

0-4 5-9 10-14 15-19 20-24 25-34 35-44 45-54 55-64 65-74 75-84 85+

Perc

ent

16

14

12

10

8

6

4

2

0

2011 Household Income

<$15K11.2%

$15K - $24K9.2%

$25K - $34K10.0%

$35K - $49K14.3%

$50K - $74K18.2%

$75K - $99K11.6%

$100K - $149K12.7%

$150K - $199K5.8%

$200K+7.0%

2011 Population by Race

White Black Am. Ind. Asian Pacific Other Two+

Perc

ent

45

40

35

30

25

20

15

10

5

0

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SiteU.S.

Top Ten Tapestry Segments Site vs. U.S.

Percent of Households by Tapestry Segment109.598.587.576.565.554.543.532.521.510.50

39. Young and Restless

16. Enterprising Professionals

02. Suburban Splendor

04. Boomburbs

27. Metro Renters

22. Metropolitans

28. Aspiring Young Families

19. Milk and Cookies

34. Family Foundations

52. Inner City Tenants

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Tapestry Indexes by Households

Index6005004003002001000

Tap

estr

y Seg

men

ts

01

03

05

07

09

11

13

15

17

19

21

23

25

27

29

31

33

35

37

39

41

43

45

47

49

51

53

55

57

59

61

63

65

Tapestry Indexes by Population

Index7006005004003002001000

Tap

estr

y Seg

men

ts

01

03

05

07

09

11

13

15

17

19

21

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25

27

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31

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61

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