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HomeMy Public PortalAbout2003-10 Chamber - Jefferson City - Cole County Retail Market Study = JEFFERSON CITY/COLE COUNTY RETAIL MARKET STUDY Jefferson City Area Chamber of Commerc Contact: Missy Bonnot,Vice President Economic Development Jefferson City Area Chamber of Commerce 213 Adams Street, PO Box 776 Jefferson City, MO 65101 Phone: (573) 634-3616 Fax: (573) 634-3805, (800) 345-1191 Website: www.icchamber.org Email: missybonnot @jcchamber.org October 2003 Z, s Prepared by EA-Ed-Merlin,CEO,GROWTH SERVICES,P.O.Box 105093,JeM mw City,MO 65110,(573)635-7723 FAX(573)7614971,edflQ2r0wtt Mi=.oR Web Site:www.vowthservim.ore 1 111111 Retail Market Study 1 � COMPONENTS Executive Summary Profile Overview Surmnar� Demographic ,. .. „ Survey Area of Influence 1 t'��i'ter `w!i�� � 7��i���� MU :�� �� :�: 1���*i MU Boone,Callaway,Cole,Cooper,Gasconade,Maries, Jefferson City MSA: Callaway,Cole, 11 Population Morgan Osage 11 Population City,MO 65110,(573)635-7723 Miller,Moniteau,ftpamd by.E.A.-Ed-Mwtin,CED,GROWTH SERVICES,P 0.Box 105093,1 ' ' _ 'LL• EXECUTIVE SUMMARY JEFFERSON CITY AREA CHAMBER OF COMMERCE The Jefferson City area has become a primary destination for shopping, leisure and employment opportunities in central Missouri. This comprehensive Retail Market Study was completed in October 2003 and addressed an area consisting of ten counties located adjacent to or within a forty-mile commute of Jefferson City/Cole County. The study was developed to provide current information to decision-makers, stakeholders, and economic development officials to assist in making Jefferson City/Cole County a more attractive commercial center for shoppers and tourists and enhancing the quality of life for local residents. The study showed that Cole County is experiencing a marked increase in shoppers and visitors from outside the area. One important indicator is Cole County's "pull factor" of 1.11 in 2002. "Pull factor" is an economic development term used to measure an area's ability to attract shoppers from outside its geographic boundaries. A pull factor above 1.00 indicates a community is drawing in more business than it is losing to other areas. Another important indicator showed that shoppers and visitors are making more trips to Jefferson City than they did one year ago. This current leading indicator shows continued and increased attraction to Jefferson City and Cole County for shopping, leisure and employment. While shopping patterns were the primary focus of the study, people are visiting Jefferson City for other reasons, too. Attractions and events noted were: fairs, festivals and exhibits; the state capitol; state offices; libraries; colleges and universities; museums; and historic tours. A growing area in the fairs and festivals is the Fourth of July Salute to America and the Oktoberfest. Adding to the quality of life is Jefferson City's high per capita income and low cost of living. Cole County has the highest per capita income in the ten-county area, which is within a 40-mile radius of the capital city. The per capita income of $30,509 exceeds the state average. In addition, the study shows Jefferson City continues to have one of the state's lowest cost of living rates — 94.6 on ACCRA's quarterly survey for the fourth quarter of 2002, with 100 as the national average. Employment opportunities is the third major attraction area for Jefferson City. From 1990 to 2000, the total employment in the county grew 31 percent exceeding population and housing growth. The result has been the development of more restaurants and shopping areas such as the Wildwood Crossing Shopping Center, the Old Munichberg area and an improved downtown. The data of this study was compiled through a unique combination of research techniques, including personal interviews with shoppers in Jefferson City, analysis of demographic information, and telephone interviews with individuals living within the ten- county area of influence. These sources provided information for a balanced approach to evaluate shoppers and visitors at six general shopping areas in Jefferson City and past and potential shoppers at their homes in the ten-county area. By viewing retail markets with data from the past and shopping preferences from current interviews, trends can be identified regarding market share both past and present and the potential for future growth. This summary provides the key findings from a ten-county area study addressing retail demographic trends and the perceptions and preferences of shoppers, visitors and workers about Jefferson City and its shopping and attraction amenities. In summary, Jefferson City is well positioned for growth both in retail market share and overall retail growth with the improving economy.' The information contained in this study has been developed independently of the client or any of the stakewders. It represents Growth Services' professional view of the retail market and shopper perceptions for Jefferson City, Missouri. JEFFERSON CITY/COLE COUNTY RETAIL MARKET STUDY TABLE OF CONTENTS SECTION I: OVERVIEW SUMMARY 1 Table of Contents 2 A. INTRODUCTION 3 B. GENERAL FINDINGS, OPPORTUNITIES, AND 4 CHALLENGES C. DEMOGRAPHIC FINDINGS 9 D. SHOPPER IN-PERSON FINDINGS 12 E. HOUSEHOLD PHONE FINDINGS 13 F. IN-PERSON AND HOUSEHOLD COMPARISON 14 FINDINGS SECTION H: DEMOGRAPHIC PROFILE 17 Table of Contents 18 I. INTRODUCTION 19 II. DEMOGRAPHIC DATA A. OVERVIEW 1. Retail Pull Factors/Per Capita Sales 20 2. Retail Sales/Income/Population 22 B. RETAIL SALES 1. Group Market Share 23 2. Food Group 25 3. Eating and Drinking Group 26 4. General Merchandise Group 27 5. Furniture and Appliances Group 28 6. Automotive Group 29 7. City/County Taxable Sales 30 Growth Services© 2003 C. INCOME/EMPLOYMENT 1. Personal and Household Income 32 2. Average Weekly Wage 33 3. Employment 34 4. Establishments 36 5. Cost of Living 38 6. County to County Worker Flows 40 III. ATTACHMENTS A. POPULATION (AREA LABOR AND RETAIL MARKETS) B. EMPLOYEE DISTRIBUTION C. EMPLOYMENT DATA D. DEMOGRAPHIC DATA SOURCES SECTION III: SHOPPER IN-PERSON SURVEY 42 Table of Contents 43 I. INTRODUCTION 44 II. THE EXPERIENCE AND IMPRESSION OF SHOPPERS & VISITORS A. Main Purpose 46 B. Specific Purpose 46 C. Grading of Experiences by Shoppers 47 D. Satisfaction of Dining Options 50 E. Satisfaction of Store Options 50 F. Satisfaction of Services Options 51 III. TRIP FREQUENCY BY SHOPPERS AND VISITORS A. Jefferson City/Cole County from Other Areas 52 B. Attractions and Events 53 C. Specific Shopping Areas 54 D. Major Markets Outside Jefferson City/Cole County 55 E. Frequency In Relation to One Year Ago 56 IV. DOLLARS SPENT BY SHOPPERS AND VISITORS A. Shopping and Entertainment Spent in Jefferson City 57 B. Relationship of Dollars Spent to Location of Residence 58 V. DEVELOPMENT PREFERENCES OF SHOPPERS AND VISITORS A. Restaurants or Types of Restaurants 59 Growth Services© 2003 B. Stores or Types of Stores 60 C. Services or Types of Services 61 D. Downtown Pedestrian Mall 62 E. Upscale Town Square/Center 62 VI. ATTACHMENTS Dining Options Comments Store Options Comments Services Options Comments SECTION IV: HOUSEHOLD PHONE SURVEY 63 Table of Contents 64 I. INTRODUCTION 65 II. EXPERIENCE AND ROPRESSION OF SHOPPERS & VISITORS A. Importance of Shopping Characteristics 67 B. Satisfaction of Dining Options 70 C. Satisfaction of Shopping Options 70 D. Satisfaction of Services Options 71 III. TRIP FREQUENCY BY SHOPPERS AND VISITORS • A. Jefferson City/Cole County from Other Areas 72 B. Attractions and Events 73 C. Specific Shopping Areas 74 D. Major Markets Outside Jefferson City/Cole County 75 E. Frequency In Relation to One Year Ago 76 F. Reasons for Increase/Decrease in Shopping 76 IV. DOLLARS SPENT AND AVAILABLE FOR SHOPPING AND RECREATION A. Shopping and Entertainment Dollars Spent in Jefferson City 77 B. Shopping and Entertainment Dollars Spent on the Internet 78 C. Relationship of Dollars Spent to Location of Residence 80 D. Income Available for Shopping and Recreation 81 Growth Services© 2003 SECTION I • RETAIL MARKET STUDY OVERVIEW SUMMARY • Jefferson City Area Chamber of Commerce Contact: Missy Bonnot, Vice President Economic Development Jefferson City Area Chamber of Commerce 213 Adams Street, PO Boa 776 Jefferson City,MO 65101 Phone: (573) 634-3616 Fax: (573)634-3805, (800)345-1191 Website: www.icchamber.ore Email: missybonnot @jcchamber.org October 2003 ( a PtepaW by E.A."Ed"Mwlio,CED,GROWTH SERVICES,P.O.Box 105093,Jefferson City,MO 65110,(573)635-7723 • FAX(573)7614971,WmAffowduayiM, Web Site:www.0owd1=yi=-9M 1 OVERVIEW SUMMARY • JEFFERSON CITY AREA CHAMBER OF COMMERCE TABLE OF CONTENTS A. INTRODUCTION 3 B. GENERAL FINDINGS, OPPORTUNITIES, AND 4 CHALLENGES C. DEMOGRAPHIC FINDINGS 9 D. SHOPPER IN-PERSON FINDINGS 12 E. HOUSEHOLD PHONE FINDINGS 13 F. IN-PERSON AND HOUSEHOLD COMPARISON 14 FINDINGS • Growth Services© 2003 Z OVERVIEW SUMMARY • JEFFERSON CITY AREA CHAMBER OF COMMERCE A. INTRODUCTION The purpose of the Retail Study was to determine the current retail market share and the near-term trend for market capture. While most retail market studies look at only one component (Retail Demographic Profile) this study has three separate components along with this Overview Summary to provide the information needed for retail trade development and revenue stability for local governments. In addition to General Findings, the Executive Summary will provide findings from three different studies and perspectives within the JCACC Retail Market Area. They are: • Demographic Findings • Shopper In-Person Findings • • Household Phone Findings Since the local economy for speck communities is highly dependent on regional, state, and national markets, it is necessary at a minimum to study markets from a regional perspective. For the purpose of this study, Growth Services followed the Jefferson City Area Chamber of Commerce's Ten County Area of Influence. The boundaries of this ten county area do not follow any designated political boundaries but rather an area with Jefferson City and Cole County as its core surrounded by nine other counties all within a 40 mile commute. This area provides a large portion of the commuting workforce to Jefferson City on a daily basis and is the primary draw of shoppers and visitors for retailers, restaurants and recreational activities. The ten counties are: Boone, Callaway, Cole, Cooper, Gasconade, Maries, Miller, Moniteau, Morgan Growth Services © 2003 • and Osage. The study will show in various ways, how and to what degree the counties interact with each other and Cole County for their own economic well-being. Another feature of this study is a comparison of how various age groups compare with the entire group of respondents. The three age groups for the purpose of this study are: the YXers, who are Generation Y and X and representing the age group of"Under 35"; the Boomers representing the age group "35 — 54"; and the Seniors representing the age group of"Over 54." In many cases, there are no differences and in other cases there are significant differences which may help developers, and retailers identify market segment opportunities. B. GENERAL-FINDINGS, OPPORT'„U 'y Many factors contribute to a strong retail trade sector for communities and • regions. These include employment opportunities, household and personal income levels, cultural and recreation opportunities, population growth, and employers with state, national and international influence and markets. While Jefferson City is strong or relatively strong in all of these areas, the external forces of the general economy and other major shopping markets in the region and state can have some impact on how and where people spend their shopping and recreation dollars. Unfortunately, increased sales in one geographic area may be at the expense of lost sales in another area. Jefferson City is fortunate in having a broad range of local and national retailers and restaurants providing products and services for almost any taste and preference. All of these factors contribute to the number of shoppers and visitors coming to Jefferson City and Cole County on a daily basis. The higher this number of shoppers and visitors, the greater is the opportunity to capture dollars • for the Jefferson City retail and hospitality industries. However, while shoppers and visitors are coming to Cole County to shop, work and play, Jefferson City Growth Services© 2003 4 and Cole County residents are traveling to other counties and markets doing likewise. The key for the local economy is that more shoppers and visitors are • coming or staying in than are leaving, when spending their shopping and recreation dollars. The good news is that market share for retail has stabilized from a low in 1997 with an improvement for 2001 and 2002. This indicates that Cole County has experienced more retail sales than would have been expected given the population and income. It also means that Cole County is pulling more sales from outside its borders or residents spending more on retail sales than the state average (thus the Pull Factor, PF). The Pull Factor (PF) for Cole County reached a high of 1.33 in 1990, the highest in the ten county area, and then fell to .95 in 1997. In 2002 the Cole County PF rose to 1.11. This is using retail trade as defined by the North American Industry Classification System (NAICS) used by the U.S. Census Bureau. Unfortunately, the Economic Census conducted in 2002 was not • available for this report and will be released in early 2004. With the Economic Census being conducted only once every five years, the between year estimates are provided by private agencies. The Missouri Economic Research and Information Center provides information based on Missouri Taxable Sales as collected by the Missouri Department of Revenue. While highly accurate and reliable, the Taxable Sales include sales from other industries such as wholesale, services, communications and others. In addition some retail products are exempt from sales tax and other taxable items escape sales taxes from out of state sales through catalogs and the Internet. In any case the PF for Taxable Sales for Cole County in 2001 is 1.03 compared to 1.08 for Boone County and 1.11 for Miller County. The PF provided for this study is from data provided by Sales and • Marketing Management Annual Survey of Buying Power and the Missouri is Growth Services © 2003 5 • Economic Development Council. The changes in the PF after 1990 were in part due to tourism and the outlet mall for Miller and Camden Counties and the new Malls and shopping opportunities in Boone County. By 1997, Boone County had a PF of 1.37 and Miller County was at 1.59. By 2002, Cole County showed a slight increase from .95 in 1997 to 1.11 and Boone County fell from its 1.37 in 1997 to 1.21 in 2002. During the same time period, Miller County fell from 1.59 to 1.00. In 2002, Cole County had retail sales per capita at $15,896, the highest in the ten county area of influence. A higher per capita retail sales also reflects the higher household and per capita income levels in Cole County. Cole County has the highest per capita and household income in the ten county area and ranks in the top ten counties in the state of Missouri. The Pull Factor is a good indicator for market share, however, it reflects past results and activity and is a lagging indicator. Another indicator which reflects current perceptions, may be a better • indicator for current and future location shopping preferences. The Attraction Index is based on questions in the In-Person and Household Phone Surveys. The Attraction Index conducted in June 2003 was 1.20 for the In-Person Survey and 1.10 for the Household Phone Survey. The results are based on the same question in both surveys: "Would you say that you are shopping Jefferson City "more often", "less often", or"about the same" as a year ago. The two indexes are based on shoppers, visitors (In-Person Survey) and households (Household Survey) responding to "more often" more frequently than "less often." Growth Services© 2003 6 Attraction Indexes • Area. Index' Index" overall 1.20 1.10 Cooper 1.25 1.23 Manes 1.43 1.19 Gasconade 1.33 1.10 Miller 1.27 1.07 Boone 1.24 1.02 Morgan 1.22 1.05 Callaway 1.20 1.05 Cole 1.19 1.19 Moniteau 1.21 1.02 Osage 1.16 1.04 65101 1.22 1.22 65109 1.14 119 Index for the In-Person Survey Index for the Household Survey Rating Indexes over 1 indicate strengths and under 1 indicates weaknesses Multipliers: More = 2, Same= 1, Less = 0 The PF indicator reflects ways to measure market share relative to other counties in the area of influence and the state as a whole. The Attraction Index measures current sentiment of location shopping preferences and is a current • and leading indicator. Both of these indicators show a positive trend for the Jefferson City and Cole County Retail Trade. The retail industry is one of the more competitive industries and getting a bigger piece of market share for your community or your company is the nature of markets. The opportunities for greater retail growth lie in bringing more shoppers, visitors and workers to Jefferson City. One of the weaknesses perceived in the surveys was a lack of cultural and recreation activities. This was particularly true for those in the Generation Y and X age category. Many shoppers in the In- Person interviews and surveys indicated this as a major deficiency in Jefferson City. Some felt that doing a better job of building awareness of those attractions and events currently available would be helpful. Many felt that the redevelopment of the old prison, a convention center, riverfront development and a new focus for downtown with a pedestrian mall, would all be helpful in • Growth Services © 2003 7 • attracting more visitors and tourists to Jefferson City. The pedestrian mall would combine historic, entertainment and cultural attractions following concepts such as St. Charles, Denver, San Antonio, or Boston. In fact, one respondent and observer of the Jefferson City scene felt that all four developments would signify a home run for Jefferson City as a destination for tourists Another opportunity for more shoppers, visitors and workers is a strong and diversified job base. Employment opportunities will help in two ways retaining the high number of workers who currently commute to Jefferson City from other counties and to entice more people to live and work in Jefferson City and Cole County. A greater population growth is both an opportunity and a challenge for Cole County. Finding strategies to attract people as well as employers is critical to continue and grow a strong retail and hospitality industry. 20,000 • 15,000 10,000 Watldrp CamNfing IN 5,000 0 x.000 VJaAdrg Ca�mling 011r -10.000 The greatest challenge is to retain the job base of Cole County's largest employer: state government. The employment level in 2001 was 18,400 jobs. This represents approximately 34% of the total employment in Jefferson City and Cole County. This sector of the economy has always represented a strong and stabilizing influence on the Jefferson City economy and with an economic • recovery on the way, will continue to do so. • Growth Services © 2003 8 j C DEMOGRA1r'HI TINDINti Rill _ • • The population in the 2000 census for the Jefferson City is 39,521 and Cole County at 71,397. While the population for Cole County grew 12.3% in the ten year period, total employment grew 30.9%. (See Demographic Attachment i.) • The population for the Jefferson City ten county area of influence is 366,600 with a civilian labor force of 213,000. (See Demographic Attachment iii.) • The population in the ten county area grew 13.6% from 1990 to 2000 compared to the State of Missouri at 10.2%. (See Demographic Attachment i.) • Approximately 53,100 or 31% of the jobs in the ten county area are located in Jefferson City/Cole County with a population of 20% in the ten county area. (See Demographic Attachment i. and iii.) • The local unemployment rate for Cole County is 3.7% compared to the • State of Missouri at 5.8%. (July 2003 data, See Demographic Attachment iii.) • The employment for Retail Trade in 2001 was 5,232 with 14.2% of total employment in Cole County. This compares to 13.2% for the State of Missouri. (See page 36) • The employment for Accommodation & Food Services is 3,038 with 8.2% of total employment in Cole County. This compares to 8.8% for the State of Missouri. (See page 36) • Cole County has a per capita income of $30,509 compared to the State of Missouri at $28,221 and is the highest in the ten county area. (See page 33) • Cole County has an average household income of $53,425 compared to the State of Missouri at $49,958 and is the highest in the ten county area. (See page 33) is Growth Services © 2003 9 • • Cole County has an average weekly wage of $558 compared to the State of Missouri at $624 and is the highest in the ten county area. (See page 34) • The Cost of Living for Jefferson City is 94.6 based on ACCRA's quarterly survey for the 4th Quarter 2002. (See page 39) • Total Retail Trade Sales for Cole County are $1,153,000,000 and for the ten county area $4,677,000,000 or 24.7%. (See page 22) • Total Taxable Sales for Cole County are $930,016,700 and for the ten county area $3,716,187,400 or 25.0%. (See page 32) • The Food Group Sales consists of 12.8% of total Retail Trade Sales for Cole County and compares to the ten county area of 13.4% and 12.0% for the State of Missouri total Retail Trade Sales. Food consists primarily of food for home preparation and consumption and as part of the total retail trade pie for the State of Missouri has decreased approximately 4.0% since 1997. (See page 26) . • The Eating & Drinking Group consists of 6.7% of total Retail Trade Sales for Cole County and compares to the ten county area of 8.2% and 8.8% for the State of Missouri total Retail Trade Sales. The Eating & Drinking Group consists of establishments selling prepared food and drinks for immediate consumption, and shows Cole County's share as below both the ten county area and the State of Missouri. (See page 27) The General Merchandise Group consists of 15.8% of total Retail Trade Sales for Cole County and compares to the ten county area of 15.4% and 13.4% for the State of Missouri total Retail Trade Sales. The General Merchandise group reflects sales by retail establishments such as department, discount, variety and general stores that sell a wide variety of new merchandise. Cole County lost market share in this group from 22.3% of total Retail Trade Sales in 1997 to 15.8% of total Retail Trade Sales in 2001. (See page 28) The Furniture &Appliances Group consists of 2,1% of total Retail Trade • Sales for Cole County and compares to the ten county area of 2.5% and It Growth Services © 2003 10 4.0% for the State of Missouri total Retail Trade Sales. The Furniture & Appliances Group reflects sales by stores selling goods used for home, including dealers in consumer electronics and computers. Cole County and the ten county area have lost market share since 1997 and are both below the State of Missouri market share. (See page 29) The Automotive Group consists of 34.4% of total Retail Trade Sales for Cole County and compares to the ten county area of 29.71/6 and 27.2% for the State of Missouri total Retail Trade Sales. The Automotive Group reflects primarily in selling new and used automotive vehicles and trailers for personal use and in parts and accessories for such vehicles. Cole County compares favorably with the ten county group and the State of Missouri; however, it compares to Moniteau and Osage Counties at 58.5% and 49.1% of automotive sales to total Retail Trade Sales. (See page 30) Cole County has 15.2% in Retail Establishments of all establishments in the county. This compares to 16.5% in Retail Establishments of all establishments in the State of Missouri. The number of retail establishments in relation to total establishments is decreasing both at the county level and the State of Missouri level. (See page 38) Cole County has 7.2% in Accommodation & Food Service Establishments of all establishments in the county. This compares to 7.6% in Accommodation & Food Service Establishments of all establishments in the State of Missouri. The number of Accommodation & Food Service establishments in relation to total establishments increased in Cole County from 6.4% in 1997. (See page 38) Growth Services© 2003 1 D. SHOPPER IN-PERSON FINDINGS • The Seniors (46%) ranked the Satisfaction Rating of Dining options the most favorable with Boomers (41%) and YXers (29%) the least favorable. (See page 51) • The Seniors (53%) ranked the Satisfaction Rating of Store options the most favorable with Boomers (49%) and YXers (39%) the least favorable. (See page 51) • The Seniors (63%) ranked the Satisfaction Rating of Services option the most favorable with Boomers (53%) and YXers (46%) the least favorable. (See page 52) • The trip frequency was the highest by YXers with 83% making more than 20 trips during the past three months for shopping, dining, services, and attractions. This was followed by Seniors (79%) and Boomers (75%). (See page 53) • The overall Attraction Index was 1.20 with Cole County at 1.19 and Osage County at 1.18. The highest Attraction Index was Maries County at 1.43. All ten counties had a rating of over 1.00. (See page 53 and 57) • The counties outside of Cole County with the largest and over 60% of all spending in Jefferson City/Cole County are: Callaway County with over 64%, Moniteau (50%), and Osage with 40% of their shopping and entertainment dollars spent in Jefferson City. (See page 59) • Preferences for restaurants not already in Jefferson City/Cole County are: Olive Garden (36%), Outback (26%), White Castle (9%), Chilies (8%) and Cracker Barrel (6%). (See page 60) • Preferences for stores not already in Jefferson City/Cole County are: Famous Barr (23%), Kohl's (13%), Abercrombie and Fitch (7%), Bass Pro (6%) and Sam's Club (6%). (See page 61) • Preferences for types of services for Jefferson City/Cole County are: More Clubs (11%), Children Recreation (9%), Computer/Tech Services Growth Services © 2003 12 (8%), Home Improvement/Maintenance (6%) and Civic/Convention Center (5%). (See page 62) E. HOUSEHOLD PHONEFtNDINGS�A& " { • The Seniors (55%) from the Household Phone Survey ranked the Satisfaction rating of Dining options the most favorable with Boomers (52%) and YXers (29%) the least favorable. (See page 71) • The Boomers (60%) ranked the Shopping options higher than Seniors (56%) and YXers at 52%. (See page 71) • The Boomers (60%) ranked the Services options highest followed by YXers (56%) and Seniors (56%). (See page 72) • The trip frequency to Jefferson City was the highest by Seniors with 55% making more than 20 trips during the past three months for shopping, dining, services or attractions. This was followed by Boomers (47%) and YXers (42%). (See page 73) The shopping and entertainment dollars spent on the Internet was the highest with the YXers with a 48% participation rate. This was followed by Boomers (46%) and the Seniors (29%). (See page 79) The household income was highest for the Boomers (72%) with incomes of $35,000 or more. This was followed by the YXers at 63% and the Seniors at 66%. (See page 82) Growth Services © 2003 13 F. IN-PERSON AND HOUSEHOLD COMPARISONS • Shoppers and visitors from various locations in Jefferson City ranked Safety/Security the highest of the ten attributes of retail graded and Entertainment and Events the lowest in the In-Person Survey. However, Safety/Security was ranked three in the Household Phone Survey after Quality Merchandise and Customer Service. (See pages 48 and 68) -- ! ''. Jefferson City Rating and Importance Rankings of Shopper I nFawrable Attributes InNomal punfawrable Question* : I would like you to grade Jefferson City based on your most recent experience. In the following areas please assign a grade of A, B, C. D, F. Question— :When choosing a shopping location, how important are the following considerations? 0% 20% 40% 60% 80% 100% Rank Safety/Security 2.0% 1 Safety/Secunty 5.5% 3 Quality Merchandise 'A 3.2% 2 Quality Merchandise•' ``• 1.6% 1 Attractive Decor/Cleanliness 2.8% 3 Attractive Decor/Cleanliness•• ' 5.9% 5 Low Prices/Good Value 4.0% 4 Low Prices or Goad Value EFlignp 4.2% 4 Quick & Easy to Shop 5.0% 5 Quick & Easy to Shop Ap,,i 4.6% 6 yf'r Good Customer SeMce' Good Customer SerNce/Friendliness — 1.6% 2 A} Parking&Accessability 11.0% 7 n3 Parking 8 AccessabililY° ' "�` I 7.3% 7 i Wide Variety of Stores/Merchandisa X 7.3% 8 Wide Variety of Stores/Merchandise" 7.3% 8 Restaurants You Like' 9.8% 9 Restaurants You Like" 16.4% 9 k Entertainment 8 Events ' 10 Entertainment & Events " oe. 10 Taken from the In-Parson Survey Categories are listed in decending order according to •' Taken from the Household Survey their ranking by In-Person Surrey respondents. Growth Services© 2003 14 The Attraction and/or Events attended or visited most often by the respondents in the In-Person Survey during the past year were: Movie Theater (72%), Exhibits/Fairs/Festivals (59%), and State Capitol (57%). In the Household Survey the visit frequencies ranked by the same order, however with fewer visits or lower percent of the respondents. The least visited or attended of the attractions was Historic ToursNisits (18%). (See pages 54 and 74) A t t r a c t i o n a n d E v e n t s A t t e n d e d d% 10% 20% 30% 40% 50% 00% 70% 80% Movie Theater ' M ovie Theater •• Specific Exhibits/ petrel Festivals Specific Exhibits/Fairs /Festivals State Capitol - Stale Capitol " Libraries Lib reit .. Spdrl lnp Ev.nb ' Sporting Event, •• Arts 6 Crafts Events Arta 6 Crafts Events Other State Offices Other Slate Offices ClubslBar. ClubslBara " — Collages and Universities Colleges and Universities Live ConcertslBands Live ConcertslBands Live Theater ' Live Theater Museums ' Mua sum , Historic Tourst Visits Historic Tours lV lairs NA/RAIOK ' Shows ratings of In-Person Survey responder,to In-P erspn " Shows ratings of Household Survey respondent. �HOVaehpld Growth Services © 2003 15 Visits to major Retail Markets by shoppers and visitors to Jefferson City in the In-Person Survey during the past three months were: Jefferson City (100%), Columbia (65%), Outlet Mail Lake Ozark (46%), St Louis (38%), Kansas City (23%) and Springfield (17%). The frequency ranking was the same for the Household Survey. See pages 56 and 76 Major Shopping Markets 0% 20% 40% 60% 80% 100% Stores or shopping in Jefferson City Stores or shopping in Columbia Factory Outlet Mall in Lake Ozark Stores or shopping in St.Louis Stores or shopping in Kansas City Stores or shopping in Springfield ■In-Person ■Household Categories are listed in decending order according to their ranking by In-Person Survey respondents. 26% of all shoppers and visitors to Jefferson City in the In-Person Survey spend over 80% of their shopping and entertainment dollars in Jefferson City while 19% spend less than 40%. In the Household Survey, 50% spend less than 40%. (See pages 55 and 75) Percentage of Dollars Spent in Jefferson City 0.0% 10.0% 20.0% 30.0% 40.0% 50.0% 1-20% 21-40% 41-60% 61-80% 81-100% No dollars in JC ■In-Person ■Household Growth Services© 2003 16 SECTION II RETAIL MARKET STUDY DEMOGRAPHIC PROFILE • Jeffers' - hamber of Commerce Contact: Missy Bonnot, Vice President Economic Development Jefferson City Area Chamber of Commerce 213 Adams Street, PO Box 776 Jefferson City,MO 65101 Phone: (573) 634-3616 Fax: (573) 634-3805, (800) 345-1191 Website: www.icchamber.ore Email: missybonot @jcchamber.org October 2003 Prepared by E.A."Ed"Martin,CED,GROW3A SERVICES,P.O.Box 105093,Jefferson City,MO 65110,(573)635-7723 FAX(573)761A871,edm(alvowthservim.ore Web Site:www.vowthservi=.ore 17 DEMOGRAPHIC PROFILE TABLE OF CONTENTS I. INTRODUCTION 19 II. DEMOGRAPHIC DATA A. OVERVIEW 1. Retail Pull Factors/Per Capita Sales 20 2. Retail Sales/Income/Population 22 B. RETAIL SALES 1. Group Market Share 23 2. Food Group 25 3. Eating and Drinking Group 26 4. General Merchandise Group 27 5. Furniture and Appliances Group 28 6. Automotive Group 29 7. City/County Taxable Sales 30 C. INCOME/EMPLOYMENT 1. Personal and Household Income 32 2. Average Weekly Wage 33 3. Employment 34 4. Establishments 36 5. Cost of Living 38 6. County to County Worker Flows 40 III. ATTACHNvIENTS A. POPULATION (AREA LABOR AND RETAIL MARKETS) B. EMPLOYEE DISTRIBUTION C. EMPLOYMENT DATA D. DEMOGRAPHIC DATA SOURCES 18 I . INTRODUCTION In the Spring and Summer of 2003, the Jefferson City Area Chamber of Commerce (JCACC) and Growth Services conducted a comprehensive Area Retail Market Study in Central Missouri. The study consisted of ten counties located adjacent to or within a forty-mile commute of Jefferson City/Cole County. This study was developed to provide current information to decision-makers and stakeholders to assist in making Jefferson City/Cole County a more attractive commercial center for shoppers and tourists and enhancing the quality of life for local residents. Additional benefits of protecting and expanding retail trade include employment, sales, and local government sales tax revenues. This Demographic Profile is the first of three components of the Retail Market Study. The other two components are: • Household Phone Survey Shopper In-Person Survey The purpose of the Demographic Profile of the Area Retail Market Study is to analyze the shifting retail shopping patterns and determine past and current trends. This information will assist planners, developers, and marketers in evaluating the opportunities for retail trade expansion and retention in Jefferson City and Cole County. The information assembled in the Demographic Profile basically focuses on two areas: Retail Sales by County and Store Groups, and Income and Employment. 19 II. DEMOGRAPHIC DATA A. OVERVIEW s. .>, ;,t RETAIL PULE FACTORS/P,ER "Pull Factor" is an estimate that allows a community or county to determine how many of the local shopper dollars are staying at home or in the county. It indicates whether the trade area is selling to more people than live in the area or county or if it is losing sales because local people shop elsewhere. Using a formula involving actual total retail sales at the state and county level and total income at the state and county level and other factors, a county can judge how it is doing in relation to other counties. A pull factor of 1.0 indicates the trade area is neither losing nor pulling in shoppers. Pull factors less than 1.0 indicate local people are shopping out of the area, while factors greater than 1.0 indicate shoppers are being pulled in. The current Pull Factor (PF) of 1.11 in 2002 for Cole County indicates a increase of total retail sales to other markets outside of Cole County; however, this figure is up from the low of .95 in 1997. The per capita sales for Cole County in 2002 is now the highest in the ten-county area at $15,896. This compares to Boone County at $15,023 and shows Boone County with a PF of 1.21. Boone County's 2002 PF is down from its high PF of 1.37 in 1997. Cole County's pull factor is a positive factor when considering it has increased by .16 since 1997. Cole County's per capita sales increase shows Cole County is the recipient of increased spending by local and commuting shoppers. According to a 1998 Retail Market Analysis for Jefferson City/Cole County, Cole County had the highest "Pull Factor" in the ten-county area from 1984 through 20 1988. In 1990, Cole County slipped to second place when Miller County moved into first; and in 1996, Cole County slipped to third place when Boone County moved into second place. In 1997, the pull factor of Cole County was .95. While the PF's for Cole County are fluctuating up and down in recent years, the current trend appears very positive when comparing PF's and per capita sales to other area markets. The total 2002 retail sales for Cole County are $1,153,000,000 and for the ten county area $4,677,000,000 or 24.7%. RETAIL PULL FACTORS/PER CAPITA SALES 1997 1999 2001 2002 Pull Per Capita Pull Per Capita Pull Per Capita Pull Per Capita Factor Sales Factor Sales Factor Sales Factor Sales Boone 1.37 $13,344 1.20 $15,431 1.09 $14,563 1.21 $15,023 Callawa 0.87 $5,785 0.66 $8,540 0.66 $7,688 0.59 $7,404 Coo er 0.73 $6,462 0.63 $7,310 0.59 $6,363 0.61 $7,126 Gasconade 0.77 $6,513 0.89 $9,9451 0.90 $10,0361 0.79 $9,291 Varies 0.45 $3,569 0.62 $6,543 0.67 $6,146 0.58 $6,186 Miller 1.59 $10,668 1.24 $11,353 1.25 $10,393 1.00 $10,341 Moniteau 0.96 $7,830 0.91 $10,122 0.88 $9,923 0.87 $10,348 Morgan 1.23 $8,575 1.26 $11,759 1.36 $12,136 1.24 $12,307 Osage 0.91 $8,837 0.78 $10,370 0.79 $9,918 0.68 $8,996 Missouri 1.00 $9,7501 1.00 $12,849 1.00 $12,780 1.00 $12,598 21 RETAIL SALES/INCOME/POPULATION.. 1997 --2001 Comparisons Retail Sales (000) Avg. Weekly Wage Population 1997 2001 % 1997 2001 % 1997 2001 % Boone 1,780,119 2,016,926 13.3% 470 548 1 16.6% 127,872 137,391 7.4% Callaway 215,768 322,126 49.3% 4701 536 14.0% 36,897 41,583 12.7% Cole g .,• 74 79Z . 1I,126,661 :46:4% .:.485 . 2568 Z1.�4ti•` _4}1i°ifi Cooper 108,274 107,529 -0.7% 362 407 12.4% 16,059 16,693 3.9% Gasconade 97,735 154,557 58.1% 375 418 11.5% 14,901 15,431 3.6% Mares 32,210 55,894 73.5% 369 404 9.5%1 8,350 8,727 4.5% Miller 241,569 250,465 3.7% 380 435 14.5% 22,534 23,958 6.35/6 Moniteau 108,382 150,830 39.2% 363 407 12.1% 13,244 14,872 12.3% Morgan 158,330 241,505 52.5% 315 354 12.4% 18,074 19,577 8.3% Osage 118,602 130,927 10.4%1 370 434 17.3% 12,489 13,012 4.2% Missouri 51,269,881 72,170,3051 40.8%1 5341 624 16.9% 5,408,455 5,637,309 1 4.2% Sources:Missouri Department of Labor and Industrial Relations U.S.Census Bureau Sales and Marketing Management Magazine Percent Comparisons 1997 -2001 80% 70% 60% 50% 40% 30% 20% 10% 0% -10% ■Retail Sales ■Aog. Weekly Wage pPopulation This exhibit provides a comparison of three components: Retail Sales, Average Weekly Wage and Population based on 1997 and 2001 data. Here we see that Cole County ranked fifth in Retail Sales growth, eighth in Population growth, and third in Average Weekly Wage growth. Five counties: Callaway, Cole, Gasconade, Maries and Morgan gained in retail market share in the ten-county area while the other five lost market share from the 1997 to 2001 time period. 22 B. RETAIL SALES This exhibit reflects the sales of five major store groups considered to be the primary channels of distribution for consumer goods in local markets. Store group sales represent the cumulative sales of all products and/or services handled by a particular type of store, not just the product line associated with the name of the store group. Relating the county group percent with the statewide average percent indicates a strength or weakness of that group in relation to total sales in the state. Cole County's relative strength in General Merchandise sales changed from a strong leader in 1997 to only slightly better than region and state norms in 2001. GROUP MARKET SHARE Retail Group Percent for 1997 (000) Total Retail Eating 8 General Furniture 8 Sales Food Drinking Merchandise Appliances Automotive Other Boone 1,780,119 13.8% 8.9% 5.8% 27.2% 28.1% Callaway 215,768 20.4% 9.5% 8.0% 4.6% 16.4% 41.1% cote,>_ Cooper 108,274 17.9% 7.0% 1414% 2.9% 25.2% 32.6% Gasconade 97.735 16.3% 7.8% 15.5% 31% 16.4% 40.9% Maries 32,210 38.1% 4.9% 4.3% 13.9% 16.9% 21.9% Miller 241,569 15.8% 10.4% 4.7% 2.3% 47.3% 19.5% Moniteau 108,382 19.5% 7.0% 6.0% 81% 49.9% 9.5% Morgan 158,330 30.7% 9.0% 9.1% 2.0% 26.5% 22.7% Osage 118.602 10.7% 4.0% 0.5% 2.9% 56.9% 25.0% Region 3,83fi,781 18.1% 8.7% 14.9% 5.0% 28.6% 26.5% Missouri 51,269,881 1 18.2% 9.9% 14.8% 1 4.7% 28.9% 27.5% So u¢eS�YS 6 Y ad�tne Y•nyrmrntY.prim• Retail Group Distribution 1997 by Percent of Sales ■Boone ■Cole pRegion ❑Missouri 35.0% 30.0% 25.0% _ 20.0% 15.0% z; 10.0% 5.0% 0.0% Food Eating 6 General Furniture & Automotive Drinking Merchandise Appliances 23 GROUP MARKET SHARE Retail Group Percent for 1999 (000) Total Retail Eating & General Furniture & Sales Food Drinking Merchandise Appliances Automotive Other Boone 2,010,678 11.0% 8.9% 19.9% 3.2% 29.3% 27.7% Callaway 338,183 11.1% 6.2% 13.8% 6.3% 14.7% 47.9% Cooper 116,958 23.1% 13.9% 9.4% 1.2% 21.4% 30.8% Gasconade 150,177 9.7% 4.9% 15.3% 2.0% 17.7% 50.4% Manes 54,958 23.4% 5.8% 2.3% 1.4% 39.8% 27.3% Miller 257,724 16.5% 6.5% 7.3% 1.9% 45.8% 22.2% Moniteau 142,714 8.8% 5.9% 1.9% 1.0% 61.9% 20.5% Morgan 225,770 24.4% 5.5% 9.0% 1.9% 25.4% 33.8% Osage 130,658 8.5% 1.8% 0.7% 2.5% 51.9% 34.8% Region 4,588,903 12.4% 7.5% 15.5% 2.9% 30.8% Missouri 70,585,289 11.6% 1 8.3% 1 13.8% 1 4.2% 1 29.7% 1 32.4% Sa uma:S•Ms&M areeting M anagement Magazine Retail Group Distribution 1999 by Percent of Sales ■Boone ■Cole 17Rsglon pMissourl 35.0% 30.0% 25.0% 20.0% 15.0% 10.0% 5.0% 0.0% Food Eating & General Furniture & Automotive Drinking Merchandise Appliances GROUP MARKET SHARE Retail Group Percentfor2001 (000) Total Retail Eating & General Furniture & Sales Food Drinking Merchandise Appliances Automotive Other Boone 1 2,018,926 11.7% 11 20.7% 2.6% 27.1% 28.3% Callaway 322,128 11.2% 7.7% 12.3% 6.3% 13.3% 49.2% Cooper 107,529 26.2% 16.3% 8.9% 1.0% 16.6% 31.0% Gasconade 154,557 9.3% 4.6% 14.9% 2.1% 18.4% 52.7% Manes 55,894 26.3% 11.0% 2.1% 9.5% 38.4% 14.7% Miller 250,465 19.1% 8.1% 5.1% 2.6% Moniteau 150,830 8.7% 8.8% 1.7% 0.7% Morgan 241,505 26.7% 7.3% 7.5% 1.6% Osage 130,927 9. 4 8. 8% 1.3% 0.8% 2.3% 49.1% Region 4,557,440 13.4% F2%2% 15.4% 2.5% 29.7% 30.8% M is sour) 1 12,170,3051 12.0% 1 8.8% 1 13.4% 1 4.0% 1 27.2% 1 34.8% SoumuSa YS&Marketing M anagement M agaeina Retail Group Distribution 2001 by Percent of Sales ■Boone ■Cole pReglon ❑Missouri 40.0% 35.0% 30.0% 25.0% 20.0% 15.0% 10.0% 5.0% 0.0% Food Eating & General Furniture & Automotive Drinking Merchandise Appliances 24 °FyOOD GROU '..- FOOD GROUP Market Share To Total Retail Sales (000 ) 1997 1999 2001 Boone $245,813 1 13.8% $220,275 1 11.0% $235,391 11.7% Callaway $44,124 20.4% $37,651 1 11.1% $36,063 11.2% Cooper $19,394 17.9% $27,063 23.1% $28,210 26.2% Gasconade $15,902 16.3% $14,600 9.7% $14,366 9.3% Maries $12,286 38.1% $12,868 23.4% $14,670 26.3% Miller $38,198 15.8°/0 $42,539 16.5% $47,806 19.1% Moniteau $21,179 19.5% $12,520 8.8% $13,164 8.7% Morgan $48,596 30.7% $55,102 24.4% $64,517 26.7% Osage $12,687 10.7% $11,111 8.5% $12,829 9.8% Region $583,939 16.1% $567,839 12.4% $611 ,043 13.4% Missouri $8,800,201 16.2% $8,211 ,748 1 11 .6% $8,690,706 12.0% Source:Sales 8 Marketing Management Magazine Food Group Distribution J 20.0% 15.0% ■1997 10.0% N 199 02001 5.0% 0.0% Boone Cole Region Missouri This store group reflects sales by stores primarily engaged in selling food for home preparation and consumption. The Cole County food group share (12.8%) closely tracks the region (13.4%) and state (12.0%) distribution averages. Since food is normally purchased locally, a change in this category could align with a relative strength or weakness in another category. Historically, as the food group percent increases, the PF decreases and vice versa. Overall, this group's percent of total dollars is decreasing. The market share of total dollars in retail dropped at the state level from 21.4% in 1984 to 12.0% in 2001. 25 a ,, EATING ANQ DR t 4 �G,GRCj_a: EATING 8� DRINKING GROUP Market Share To Total Retail Sales (000) 1997 1999 2001 Boone $158,953 8.9% $178,392 8.9% $194,154 9.6% Callaway $20,575 9.5% $20,914 6.2% $24,740 7.7% Cote .. 671, Cooper $7,573 7.0% $16,214 13.9% $17,499 16.3% Gasconade $7,608 1 7.8% $7,415 4.9% $7,995 4.6% Maries $1,601 4.9% $3,197 5.8% $3,163 11.0% Miller $25,177 10.4% $16,740 6.5% $20,176 8.1% Moniteau $7,616 7.0% $8,353 5.9% $13,458 8.8% Morgan $14,177 9.0% $12,528 5.5% $17,558 7.3% Osage $4,803 4.0% $2,138 1.6% $1,695 1.3% Region $315,593 8.7% $342,037 7.5% $375,901 8.2% Missouri $57374,701 9.9% $5,892,151 8.3% $6,381,386 8.8% So ume:Sales&M a rketing Management Magazine Eating & Drinking Group Distribution 12.0% 10.0% 8.0% ■1997 6.0% ■1999 4.0% ❑2001 2.0% 0.0% Boone Cole Region Missouri The Eating and Drinking group reflects sales by retail establishments selling prepared food and drinks for immediate consumption on or off the premises. Sales by caterers and industrial and institutional food-service establishments are included in the figures. Counties with a primary economic focus on recreation and tourism would naturally experience a higher percent of total retail sales from Eating and Drinking establishments than the statewide average. Cole County had a smaller percent of the retail pie going to the Eating & Drinking Group. 26 GENERAL MERCHANDISE GROU - GENERAL MERCHANDISE GROUP Market Share To Total Retail Sales (000 ) 1997 1999 2001 Boone $288,498 16.2% $401,291 19.9% $418,245 20.7% Callaway $17,170 8.0% $46.763 13.8% $39,629 12.3% . Cote $172,752 22.3% $185,358 16_Q Cooper $15,589 14.4% $11,050 9.4%° $9,517 8.9% Gasconade $15,168 15.5% $23,038 15.3% $23,049 14.9% Manes $1,392 4.3% $1,285 2.3% $1,151 2.1% Miller $11,320 4.7% $18,733 7.3% $12,796 5.1% Moniteau $6,534 6.0% $2,842 1.9% $2,528 1.7% Morgan $14,446 9.1% $20,300 1 9.0% $18,055 7.5% Osage $646 0.5% $906 0.7% $1,052 0.8% Region $543,515 14.9% $711,566 15.5% $703,739 Missouri $8,004,631 14.8% $9,715,251 I 13.8% $9,691,368 13.4% So ume:5 a les&Marketing Manage me nt M agazine General Merchandise Group Distribution [25.0%% % ■1999 10.0% ❑2001 5.0% 0.0% Boone Cole Region Missouri The General Merchandise group reflects sales by retail establishments, such as department, discount, variety, and general stores that sell a wide variety of new merchandise. Historically, Cole County has consistently had a better than average percent in the General Merchandise Group. However, this changed in 1999 and 2001 when it dropped and is tracking region and state averages; whereas, Moniteau and Osage counties have a much lower percent than the statewide average. 77 FURNITURE & APPLIANCES GROUP Market Share To Total Retail Sales (000) 1997 1999 2001 Boone $103,647 5.8% $64,778 3.2% $53,161 2.6% Callaway $9,868 4.6% $21,172 6.3% $20,391 6.3% C o $45 r/ 126A99,M Cooper $3,172 2.9% $1,432 1.2% $1,123 1.0% Gasconade $3,063 3.1% $2,972 2.0% $3,189 2.1% M a rl e s $4.463 13.9% $776 1...4% $531 9.5% Miller $5,652 2.3% -$4,839 1.9% $6,476 2.6% Moniteau $875 8.1% $1,418 1.0% $1,044 d7 0 0 Morgan $3,235 0% $5,259 1.9% $3,905 1��Zyio 0 Osage $3,390 2.9% ---$-3-,268 2.5% $3,018 2.39%. 0 Region $182,556 5.0% $132,013 -2.9% $116,054 2.5% Missouri $2,554,982 1 4.7% F-$2 $2,874,596 4.0% ,955,243 F Source Sales&M arketing M anagament M agazine Furniture & Appliances Group Distribution 6.0% 5.0% ■1997 4.0% 3.0% p 2001 2.0% 0.0% Boone Cole Region Missouri This store group reflects sales by retail stores selling goods used for the home, including dealers in consumer electronics and computers. This category indicates a wide declining variance from year to year. Cole County appears to be weak in this area, with Callaway County consistently the strongest in relation to the region and the state. 28 `F AUTOMOTIVE'GROU £ AUTOMOTIVE GROUP Market Share To Total Retail Sales (000) 1997 1999 1 2001 Boone $483,858 27.2% $588,902 29.3% 1 $546.737 27.1% Callaway $35,304 16.4°% $49.645 14.1% $42,889 13.3% Cole, ; '_ 2609 =: 5389,03T, 31 8 b ;387.083£ Cooper $27,256 25.2% $25,049 21.4% $17,878 16.6% Gasconade $16,056 16.4% $26,649 17.7% $25,397 16.4% Manes $5,445 16.9% $21,903 39.8% $20,370 36.4% Miller $114,217 47.3% $117,508 45.6% $104,581 41.8% Moniteau $54,145 49.9% $88,377 61.9% $88,186 58.5% Morgan $41,929 26.5% $57,402 25.4% $54,827 1 22.7% Osage $67,601 56.9% $67,814 r $64,277 Region $1,047,226 28.8% $1,412,286 30.8% $1,352,205 Missour $14,589,115 26.9% $20,931,537 29.7% $19,665,728 1 27.2% So ume:Sales&Marketing Management Magazine Automotive Group Distribution 40.0°% 35.0% 30.0°% 25.0°% ■1997 20.0% ■1999 15.0% ❑2001 10.0% 5.0% 0.0°% Boone Cole Region Missouri The Automotive group reflects sales by retail establishments primarily engaged in selling new and used automotive vehicles and trailers for personal use, and parts and accessories for such vehicles. Boat and aircraft dealers are included. Moniteau and Osage Counties historically have a large percent of their sales in the automotive group, meaning a fair percent of buyers reside outside their counties. Most of these sales, however, do not benefit the county where the sale is made from a sales tax perspective since the sales tax is credited to the county of residence. This is one of the reasons the County Taxable Sales Report provided by the Missouri Department of Revenue looks different from the total county sales reflected in this report. 79 Taxable sales and sales classified as Retail Trade have many similar items; however, are different as defined by Missouri Statute for Sales Tax purposes and the Census Bureau as a uniform classification system for the United States, Canada and Mexico. The new classification system replacing the Standard Industrial Classification (SIC) is the North American Industry Classification System (NAICS). The 2002 Economic Census Report will be classified under NAICS and will be released in early 2004. This report does not reflect the new 2002 Economic Census data. The Census Bureau is directed to take the Economic Census every five years covering years ending in two and seven. Those results are segmented down to the county level and are part of the County Business Patterns Census. The other yearly results are aggregated only at the national level and further segmented to the state and county levels by private agencies. Executives and developers prefer data from the County Business Patterns, U.S. Census Bureau because it provides uniform reporting requirements throughout the country. The Missouri Taxable Sales Report does not include exempt entities such as governmental organizations and some non-profits. Finally sales tax is not charged on selected services and commodities, such as medical services. On the other hand, some non-retail trade as defined by NAICS goods and services require sales tax collections. Further, automobile sales are taxed and reported in the county of residence, not the county of sale. It is for this reason that the retail study focuses more on the Economic Census information and estimates than on the taxable sales provided by the Missouri Department of Revenue. The advantage of following City/County Taxable Sales is that it provides information based on consistent and mandatory reporting requirements. It also has implications for local governments because of its impact on sales tax revenue. 30 Inc. % 1998 1989 2000 2001 2002 9 14.5 Boons 1,528,242,923 1,598,050,962 1,839,549,408 1,708,490,843 1,749.794,797 14.5% Colu 1,330,373,335 1,390,136,598 1,431,!17,154 1,479,477,079 1,524,068,639 14.6% Rem mbia 197,889,588 207,914,384 208,132,254 227,013,764 225,726,158 14.1% Percent of City to County Sales 87.1% 87.0% 87.3% 86.7% 87.1% Callaway 217,518,638 232,596,439 240,273,153 259,512.770 258,072,072 18.6% Fulton 101,481,373 112.694,625 113,533,507 115,085,183 122,144,220 20.4% Rem aining County 116,035,265 119,901,814 126,739,048 142.827,587 135,927,852 17.1% Percent of City to County Sales 48.7% 48.5% 47.3% 45.0% 47.3% Rem aining County 58,914,588 66,560,488 72,184,812 76,828,248 98,197,989 86.7% Percent of City to County Sales 93.0% 92.2% 91.7% 91.5% 89.4% Coolser 98,038.051 95,832.309 101,147,581 112,399,550 114,302,272 19.0% Boonville 66,875,545 88,582,874 71,775,244 79,214,337 82,953,727 24.4% Rem ainin Count 29,380,509 29,049,435 29,372,337 33,185,213 31,348,545 6.8% Percent of City to County Sales 69.4% 1 69.8% 71.0% 70.5% 72.6% Gasconade 105,602,722 110,039,754 114,117,272 112,613,780 117,450,034 11.2% Herman 33,114,149 33,680,229 34,820,683 35,378,239 36,430,725 10.0% Remaining County 72.488,573 78.359,525 79,298,589 77,235,541 81,019,309 11.8% Percent of City to County Sales 31.4% 30.8% 30.5% 31.4% 31.0% M■rl•s 30,285,199 31,955,870 33,625,833 32,854,122 30,663,867 1.3% Vienna 8,318,508 8,620,937 8,882,768 9,044,978 9,073,973 8.7% Remaining County 21,938,691 23,331,733 24,743,065 23,809,148 21,589,894 -1.6% Percent of City to County Sales 27.8% 27.0% 28.4% 27.5% 29.6% Miller 167.367,4441 174,120,910 191,597,545 204,544,464 228,518,264 36.5% iOa 73,789,725 78,909,906 82,036,148 84,393,484 85,700,947 16.2% ning County 93,587,719 97,211,004 109,581,397 120,150,980 142,817,317 52.6% t of City to y Sales 44.1% 44.2% 42.8% 41.3% 37.5% M oniteau 57,514,744 82,044,021 68.150,014 70,207,250 70,989,218 23.4% ia 34,331,948 38,018,974 38,532,704 38,406,982 38,625,324 12.5% ining County 23,182,798 24,025,047 29,617,310 31,800,268 32,363,894 39.6% nt of City to y Sales 59.7% 61.3% 56.5% 54.7% 54.4% M or an 124,!29,883 133,837,882 136,788,901 142,302,472 146,121,354 17.4% illes 38,938,088 39,359,235 40,129,207 40,963,647 41,585,140 6.8% inin County 85.493,797 94,478,647 96,659,694 101,338,825 104,536,214 22.3% nt of City to y Sales 31.3% 29.4% 29.3% 28.8% 28.5% Oea • 53,888,191 58,399,432 60,982,468 67,387,556 70,258,732 30.9% Linn 18,048,585 18,820,485 17,447,242 18,488,2431 19,268,411 20.2% Remaining County 37,639,608 41,578,947 43,515,226 48,921,313 1 50,970,321 35.1% Percent of City to County Sales 29.9% 28.8% 28.6% 27.4% 27.5% R• Ion 3,218,703,478 3,348,736,195 3,480,081,090 3,614,002,387 3,716,187,401 15.5% Inside Re ion Cities 2,182.192,344 2,588,322,193 2,840,238,780 2,730,891,502 2,791,889,908 12.5% Outside R8 ion Cities 738,511,132 780,414,002 819,822,330 883,110,885 82!,497,493 25.5% Percent of City to County Sales 77.1% 78.7% 76.3% 75.6% 75.1% Missouri 58,507.883,327 81,452,974,594 63,680,922,877 85,058,241,899 85,019,2811,520 11.1% Inside MO Cities 48,888,002.528 51,211,171,312 52,773,731,582 54,378,450,888 54,893,425,578 12.7% Outside MO Cities 9,811,890,801 10,241,800,282 10,887,191,115 10,879,790,813 10,125,840,942 3.2% Percent of Total City to Slate Sales 83.2% 83.3% 82.9% 83.6% 1 84.4% 31 C. INCOME/EMPLOYMENT 4{� RSONAL; AND HOUSEHOLD INCOA(I {� Cole County had the highest per capita income in the ten-county Central Missouri area in 2001. The county per capita income of$30,509 was higher than the state average of $28,221 in 2001. Three counties in the ten-county area had per capita incomes below $20,000. In Household income, Cole County had the highest median income $42,924 in the ten-county area. This compares to Boone County with $37,485 and the State of Missouri with $37,934. Boone County had a slightly higher ratio of households with incomes over $100,000 (9.2%) than the State with 8.7% and Cole County at 8.2%. Per Capita Income r •ay P _ t1 Boone 8,835 16,289 27,396 28,020 2.3% Callaway 81180 14,607 20,945 21,158 1.0% Cooper 7,894 13,687 20,799 20,922 0.6% Gasconade 9,389 9,910 22,048 22,420 1.7% M miss 8,872 9,128 18,124 19,391 7.0% Millar 7,281 13,108 17,714 18,281 3.1% Maniteau 7,771 13,802 19,438 20,002 2.9% Mor an 8,783 9,88] 18,329 18,809 2.8% O is 7,401 1 14,968 21,012 1 25,203 5.0% Missouri 9,258 17,107 27,493 28,221 2.8% Source:U.S.Bureau of Ecanumlic Analysis.Mlasourl Economk Research and Mrormaflon Candy Total Per Capita Income 35,000 30,000 25,000 20,000 15,000 10,000 5,000 0 1980 Total Per Capita 1990 Total Per Capita 2000 Total Par Capita 2001 Total Par Capita Incoma Income Incoma Income -B Odn0 - Cols Mie sours Household Income Boone $37.485 $49.676 6.3% 1.3% 1.8% $44.633 1338,978 C ellawe $39,110 146 247 4.1% 0.6% 0.9111, $43,497 $342.264 Cooper $35,313 $40.749 2.7% 0.1% 0.4% $39,076 $153,111 Gasconade $35.047 $41,645 3.0% 0.6% 0.7% $39,440 $341,562 M atlas $31,925 38,570 2.2% 0.2% 0.4% $37,122 $262,964 $ .1 Millar f30,977 $3],978 2 % 0.9% 0.8% $138,890 5282,404 •oniteau 537,168 $43,219 2.6% 0.6% 1.1% $40,257 $309,019 Morgan $30,659 $38,967 3.1% 1.0% 0.9% $36,587 3288,923 Osage $39,565 $44,756 3.2% 0.3% 0.5% $42,295 $511,477 M lssouri 1 $37,931 1 $49,956 5.7% 1 1.4% 1.8% $44,838 1 $385,590 Source:Mbroorl Census Data Carl.,fell 32 t AVERAGE WEEKLY WAGE The Missouri Department of Labors 2000 and 2001 Annual Report on Employment Wages provides a means for comparison of weekly wages in the various industrial classifications. The comparisons can be made by year, county and state averages. Cole County ranks first in the ten county area with an average weekly wage of$558 for all employment classifications. This compares to the state with $624. The two major metropolitan areas increase the state's overall average. Retail Trade and the Accommodation and Food Services Industries have lower average weekly wages due in part to a workforce employed as part-time employees. AVERAGE WEEKLY WAGE All Retail Trade Accommodation & Food Prof. Servrcj o; 2000 2001 % 2000. 2001 % 2000E--2-0-01T-1 2000 2001 %QX-- Boone 527 548 4.0% 347 369 6.3% 194 197 1.5% 541 555 2.60% Callaway 513 536 4.5% 300 309 3.0% 177 183 3.40/6 663 659 -0.6% Cole sf+558hZ2%y , . 34 39% 198 '' 201 1.5" Cooper 393 407 3.6% 271 273 0.7% 166 180 8.4% 445 461 Gasconade 414 418 1.0% 307 316 2.9% 185 184 -0.5% 4721 3791-19.7% Manes 388 404 41% 253 258 2.0% 127 134 5.5% 500 553 10.6% Miller 420 435 3.6% 353 362 2.5% 230 245 6.5% 471 464 -1.5% Moniteau 399 407 2.0% 329 336 2.1% 127 126 -0.8%111 308 304 -1.3% Morgan 345 354 2.6% 318 336 5.7% 173 174 0.6% 369 336 �.9% Osage 426 434 1.9% 357 373 4.5% 97 102 5.2% 314 330 5.1% Missouri 604 62413.3u/01 375 391 4.3% 220 227 3.2% 971 973 0.2% Sources: Employment Wages, Ussouri Departrrent of Econonic Development 1 000 Avera a Week Wa e, 2001 800 600 400 200 0 Boone Callaway cote Cooper Gasconade Marles Miller Moniteau Morgan Osage ■All ■Retail Trade ❑Accommodation & Food ❑Prof. SeNces ', 33 MOYMEN "w `' Employment levels are another measure of activity and vitality in an industry sector. The County Business Patterns in the U.S. Census provides information at the county level of the number of employees for each industry classification. The two industry areas of interest in this study are Retail Trade and Accommodation and Food Services. Retail Trade and Accommodation and Food Services also provide significant job opportunities and, for many workers, entry level work experience. The growth rate in employment in these two sectors is not as great as the overall economy, however at the state level provides 22.0% of all the jobs. This compares to 22.4% in Cole County, 24.7% in Boone County, 32.3% in Cooper County and 34.4% in Miller County. The State of Missouri had a 6.7% increase in employment levels for Retail Trade in 2001 compared to 1997 and 3.3% increase for Accommodation and Food Service in 2001 compared to 1997. The ten county Jefferson City/Cole County Retail Market fared slightly worse with 5.1% increase in Retail Trade and 5.5% increase in Accommodation and Food Service. At the county level there were significant variances, Cole County had a 7.1% increase in Retail Trade employment and a 10.4% increase in Accommodation and Food Service, better than both the ten county and state increases. 34 -1 EMPLOYMENT RETAIL TRADE Inc. % 1997 ' cio 1998 % 1999 % 2000 % 2001 % 97- 01 Boone 8,8801 15.4% 8,956 15.3% 9,268 15.4% 9,184 14.7% 8,984 14.2% 1,2% Callaway 1,1091 11.1% 1,178 12.1% 1,206 11.9% 1,347 12.5% 1,253 11.7% 12.9% ;0 Cooper 640 16.0% 696 17.1%, 717 18.2%, 840121.8% 768121.1% 20.0% Gasconade 605 14.3% 729 17.3% 705 15.8% 748 15.9% 657114.6% 8.6% Manes 199 20.5% 207 19.6% 201 20.9% 225 21.1% 237 22.2% 19.1%1 Miller 1,004 15.9% 1,048 17.2% 1,076 17.7% 1,034 17.7% 1,053 18.7% 4.9%1 Moniteau 447 15.0% 506 16.1% 494 16.1% 568 18.2% 115 0 5.201. 17-40 �1� Morgan 921 30.7% 884 28.0% 903 27.8% 940 27.4%, 960-i&.9%. josaqe 387 15.1% 390 14.9% --391 14.1% 391 14.6%1 391 14.9% 1.0% Missouri 297,556 13.0%1304,0091 112%j 308,065713.1%1 317,839113.2%1317,459 13.2% 6.7% Percent of Retail Trade Bmioyrnent to Total Broyrrient Source.County Business Patterns, U.S.Census Bureau EMPLOYMENT ACCOMMODATION & FOOD SERVICE Inc. % 1998 % 1999 % 2000 2001 % 97- 01 0 a Boone 5,983 10.4% 6,137 10.5% 6,377 10.6% 6,544 10.5% 6,619 10.5% 10.6%1 Callaway 739 7.4% 767 7.9% 782 7.7% 752 7.0% 639 6.0% -13.5% Cofer M Eiffi Cooper 391 9.8%, 433 10.7% 455 11.6%1 400 10.4% 407 11.2% 4.1% Gasconade 357 8.5% 404 9.6% 335 7.5% 386 8.2% 351 7.8% -1.7% Manes (20-99) WA 47 4.5% (20-99) N/A 50 4.7% 64 6.0% Miller 1,090 17.3% 1,027 16.8% 936 15.4% 867 14.9% 1588 15.7% -18.5% Moniteau 210 7.0% 230 7.3% 234 7.6% 216 6.9% 197 Morgan 330 11.0% 308 9.7% 309 9.5% 394 11.5% 379 Osage (100-249) NIA 1041 4.0%, 1451 5.2% 111 4.1%1 119 Missoud 203,849 8.9%1 203,3011 &8%12D4,6961 8.7%1211,8391 8.8%1210,613 *Percent of Acconvicidatitin&Food Service Errployrnent to Total Employment Source:County Business Patterns,U.S.Census Bureau 35 Another measure of retail activity and vitality is the number of establishments where business is conducted. The County Business Patterns in the U.S. Census provides information at the county level of the number of establishments for each industry. The two industry areas of interest in this study are Retail Trade and Accommodation and Food Services. An establishment is a single physical location at which business is conducted. It is not necessarily identified with a company or enterprise, which may consist of one establishment or more. This data indicates a trend of fewer establishments from 1997 to 2001. This is true in most cases at the county level in Central Missouri and overall at the region and state level. While total sales are increasing, the number of establishments is decreasing meaning either larger establishments or more sales per square foot from the existing establishments. The State of Missouri had 1.5% fewer establishments in Retail Trade in 2001 compared to 1997 and 2.0% fewer establishments in Accommodation & Food Services in 2001 compared to 1997. The ten county Jefferson City/Cole County Retail Market fared slightly better with a .9% decrease in Retail Trade and a 1.7% decrease in Accommodation & Food Service. At the county level there were significant variances, Cole County had 4.1% fewer Retail Establishments and 14.1% more Accommodation & Food Establishments in 2001. 36 ESTABLISHMENTS RETAIL TRADE Inc. % 1997 * % 1998 * % 1999 * % 2000 ' % 2001 ' % 97-01 Boone 602 16.6% 591 16.1% 608 16.1% 587 15.4% 613 16.2% 1.8% Calla wa 119 17.7% 122 17.6% 124 17.6% 121 17.8% 117 17.4% -1.2% Cooper 71 17.3% 71 17.1% 74 18.0% 78 18.4% 81 19.1% 14.1% Gasconade 84 19.2% 871 19.9% 88 20.4% 91 20.9% 85 20.0% 1.1% Manes 30 21.4% 29 22.0% 30 22.1% 30 22.2% 32 23.7% 6.7% Miller 130 20.1% 115 18.5% 112 18.9% 117 20.5% 113 19.7% -13.1% Moniteau 59 18.0% 64 19.3% 64 18.9% 63 18.7% 61 18.3% 5.3% Morgan 112 22.0% 113 22.4% 116 23.7% 108 21.1% 106 22.3% -5.4% Osage 52 19.5% 50 18.8% 48 18.7% 51 19.6% 51 19.5% -2.0% MISSOud 24,1811 16.9% 23,968 16.7% 24,023T16,69/61 23,911 16.5% 23,812 16.5% -1.5% *Percent of Retai Trade Establishments to Total Establishments Source :County Business Patterns, U.S.Census Bureau ESTABLISHMENTS ACCOMMODATION & FOOD SERVICE Inc. % 1997 * % 1998 * % 1999 * % 2000 * % 2001 " % 97-01 Boon 312 8.6% 311 8.5% 309 8.2% 316 8.3% 306 8.1% -2.0% Callaway 48 7.1% 52 7.5% 49 7.0% 42 6.2% 40 6.0% -16.7% Cooper 32 7.8% 36 8.7% 33 8.0% 34 8.0% 34 8.0% 6.3% Gasconade 36 8.2% 421 9.6% 38 8.8% 33 7.6% 37 8.7% 2.8% Maries 9 6.4% 10 7.6% 11 8.1% 11 8.1% 9 6.7% Miller 63 9.7% 54 8.7% 47 7.9% 46 8.0% 51 8.9% -19.1% Moniteau 21 6.4% 21 6.3% 21 6.2% 22 6.5% 19 5.7% -9.5% Morgan 51 10.0% 42 8.3% 40 8.2% 44 8.6% 40 8.4% -21.6% Osage 21 7.9% 24 9.0% 20 7.8% 22 8.5% 20 7.6% -4.8% Missouri 11,150 7.8% 11,091 7.7%1 10,98017.6%1 10,89917.5%1 10,927 7.6% -2.0% Percent of Accommodation 8 Food Service Establishments to Total Establishments Source: County Business Patterns, U.S. Census Bureau 37 � V Jefferson City and the ten county retail market area compare well on the Cost of Living both within Missouri and Nationally. Cities across the Nation participate in ACCRA's survey on a volunteer basis. Price information in the survey is governed by ACCRA collection guidelines, which strive for uniformity. The housing component data is weighted to contribute .29 or 29% of the Composite Index and a strong attribute for the Jefferson City Cost of Living and Quality of Life. Cost of Living for Participating Missouri Cities 4th Q uarte r 2002 120D t OOA 94.6 100.0 80 D 60 D 40 D 20 A 0D Joplin Nevada Springfield Mis uri Jefferson Columbia US Aterage Kansas St. Louis City City Source: Missouri Economic Research and Information Center 38 Cost of Living Indices for Participating Missouri Cities 4th Quarter 2002 Composite Grocery Transportati city Housing Utilities Health Care Misc. � Index Items on Columbia 98.1 99 92.7 95.5 97.7 92.9 103.9 Jefferson City 94.6 96.4 81.9 100.3 99.9 88.8 102.5 Joplin 85.3 82.5 80.1 93.3 81 92.9 89.4 Kansas City 103.3 96.7 101.4 97.3 107.1 110.8 107.3 Nevada 88 91.7 82.8 84.9 83.2 89.5 92.7 St Louis 103.5 115.7 96.3 i 106.9 102.8 99.4 103.6 Springfield 89.2 96.5 79.9 1 77.5 1 92.8 96.5 94.4 Missouri 94.6 96.9 95.8 87.9 1 99.1 94.9 93.7 US Average 100 100 100 100 100 100 100 Source: Missouri Economic Research and Information Center 4th Quarter 2002 Cost of Living Figures Comparisons to Selected States Composite Grocery Health Care Housing misc Transportation Utilities State Rank Index hems CA 43 130.7 120.9 133.4 172.4 109 113.1 114.7 DC 44 137.6 117.9 116.1 188.1 117.5 124.8 113 NO 18 94.6 96.9 95.8 87.9 99.1 94.9 93.7 `t. 39 119.6 112.3 114.7 141.5 107.1 108.5 126.1 Source: Missouri Economic Research and Information Center 39 FF COUNTY TO COUNTY WORKER FLOWS Employment opportunities and commuting patterns are important elements not only for workforce and economic development considerations but for commercial opportunities and retail trade capture. Boone and We Counties have the lowest percent of workers commuting to work outside of their county of residence(under 10 percent) largely because they each include a larger city(Columbia and Jefferson City respectively), which provides local employment and attracts workers from adjacent Waal counties. In 2000, 65.5%of the workers living in Nfades County and 58.7%in Osage County held jobs outside their county of residence. Callaway County followed with 48.0%and NbNteau County with 46.5%. While workers are leaving each of these counties for work, others are entering for employment opportunities. Cole County also has the shortest travel time to work(17.4 minutes) compared to Boone County at 17.8 minutes. The following tables and charts depict these flaws. %of County Workers, Working Outside of County of Residence Travel Time 19701, 1980 2000 to Boone 8.00/6 6.4% 7.8% 9.2% 17.8 Callaway 24.70/6 30.2% 39.8% 48.0% 23.1 Cooper 19.3% 23.50/o 3250A 38.0% 22.4 Gasconade I 18.99/o 27.4% 31.7% 37.7% 29.1 Manes 1 35.60/6 47.90/6 61.6% 65.5% 33.7 Miller 26.3% 26.7% 35.7% 42.6% 25.0 Moniteau 21.4% 31.20/6 38.7% 46.5% 24.4 Morgan 17.90/6 28.1% 34.0% 38.9% 25.3 Osage 1 32.00/6 46.3% 50.7% 58.70/6 28.0 Source:Msscun Census Data Center(MMQ 80 WOrI)(ing Outslde of County R@SIde m % 60% 40% 20% 0% Boone Calla+ay Cole Cooper GascoradD Manes Miller Mordeau Morgan Osage ■1970 ■1980❑1990❑2000 40 COMMUTING PATTERNS TO AND FROM COLE COUNTY TO COLE COUNTY Other MO Outside From —> Boone Callaway Cooper Gasconade Manes Miller Moniteau Morgan Osage I Counties I MO Total' 2000 2,817 5,384 140 257 789 1,687 2,172 414 2,990 2,009 182 18,841 FROM COLE COUNTY Other MO Outside TO Boone Callaway Cooper Gasconade Maries Miller Mondeau Morgan Osage Counties 1 MO Total' 2000 1,018 1,046 34 38 2 188 172 24 267 452 168 3,409 In 2000, the difference of 18,841 commuting to Cole County and 3,409 commuting out of Cole County for work added a net increase to the workforce of 15,432. 20,000 2000 15,000 10,000 Working Commuting IN 5,000 0 5,000 Working Commuting OUT -10,000 41 III. ATTACHMENTS ' Area Labor and Retail Markets Demo ra hic Profile POPULA TION • erview Population Overview Percent Change 1990- Population %Change 2000 1980 1990 2000 2002 1990-2000 Boone 20.5% Boone 100,376 112,379 135,4 139,492 20.5 Cara ay 24.3% Calaway 32,252 32,809 40,766 42,210 24.3% Cole 12.3% Cole 56,663 63,579 71,397 71,894 12.3% Cooper 12.4% Cooper 14,643 14,835 16,670 17,007 12.4% 9.5% Gasconade 13,181 14,006 15,342 15,461 9.5% asco rude Varies 7,551 7,976 8,903 8,700 11.6% Ma^^s 11.6% ! hNler 18,539 20,700 23,564 24,176 13.8% Miler 13.8% Mbnateau 12,068 12,298 14,827 15,023 20.6% Morava. 20.6% Mangan 13,807 15,574 19,309 19,593 24.0% Morgan 24.0% Osage 12,014 12,018 13,062 13,040 8.7% Osage 8.7% Total Rohe 287,084 306,174 359,294 366,596 13.6% 0.0% 10.0% 20.0% 30.0 'JEFF CITY 1 .1 1 35494 39,521 N/A I11.3% : POPULATION Age Distribution CIVILIAN LABOR FORCE(COLE) as Population EA'Age,2000 2001 Labor Force 41,910 Total Under Ages Ages Ages Ages Age Total Ertpbyed 40,732 Population Age 5 5.19 20-24 25.34 35-64 65+ Total llnenployed 1,208 2000 2000 2000 2000 2000 2000 21100 Unenpbyment Rate 29% Boone 1 ,4 ,4 ,4 18,981 4 , 11, 2001 Total fin pfoyment- 53,170 Calaway 40,766 2,524 9,304 3,072 5,688 15,704 4,474 2001 Manufacturing 3,051 Cole 71,397 4,658 14,686 4,919 10,829 28,224 8,081 Construction 2,500 Cooper 16670 969 3.451 1.709 2.164 5.841 2,538 Retail 7,200 Gasconade 15.342 895 3,268 689 1,569 6,032 2,889 Wholesale 1,255 Varies 6,903 587 1,937 443 1,011 3,533 1,392 Finance&Insurance 2,042 war 23,564 1,612 5,188 1,395 2,806 8,958 3,605 Professional Service 1,240 Monkeau 14,827 995 3,160 921 2,087 5,594 2,070 Hearth Care&Sac.Asst 4,906 Mangan 19,309 1,148 3,829 866 1,841 7,835 3,790 Acco nodation&Food Sev 2,993 Osage 13,062 860 2,973 854 1,634 4,816 1,925 Govemmant 21,611 1 Federal 546 Total Profile 359,294 22,700 78,199 33,849 50,258 131,887 42,401 State 18,391 'JEFF CRY 39,521 2.402 6.826 3,110 81351 15,242 5,510 Local 2,674 Hispank Aslan Two or CON county Census (of any African Amerkam Pacific Other More Average Annual 2000 race)- White merican Indian Islander Race Races -CMkan Ertpbyment Boone 1 1 11, 4, 1 1 2,126 Calaway 40,766 392 37,420 2,307 210 215 121 493 1995 36,812 Cob 71,397 795 62,158 7,084 239 651 364 881 2001 40,732 Cooper 16,670 84 14,841 1,493 60 42 46 185 Gasconade 15,342 63 15,122 16 16 22 38 128 Avg.Annual(tnerrployment Rate Mries 8,903 73 8,680 15 24 0 10 174 1 .6 Mier 23,564 252 22,925 53 121 125 23 317 1995 25% Mbnleau 14,827 393 13,912 492 63 68 158 134 2000 2.2% Morgan 19,309 181 18,759 96 103 30 15 306 Avg.Total Fan ploym ant Osage 13,062 35 12,889 10 58 18 7 80 -_ - 50.000 Total Profile 359,294 4,779 322,423 23,138 1,461 5,228 1,733 5,311 000 'JEFF CRY 39,521 487 32,316 5,522 154 574 221 734 _-JEFF CRY ,521 a1. 14. 0.1 1.01 0. • 1. 30,000 r Cole County 71,397 1.1% 87.1% 9.9% 0.3% 0.9% 0.5% 1.2% 20000 - TotalProfile 359,294 1.3% 89.7% 6.4% 0.4% 1.5% 0.5% 1.5% Missouri 5,595,211 21% 84.9% 11.2% 0.4% 1.1% 0.8% 1.5% 10,000 Linked States 281,421,906 12.5% 75.1% 12.3% 0.9% 3.6% 5.5% 2.4% 96 97 98 99 00 01 • County Seat 2001 Total Enpbyrnent- 53,170 A ccordmg to the guidekws of the United Slates deceraaal census.Hispenic/Lame is an etMicity,rota race. Income and Wages CNiwr,Empbyrnent Empbfriend of At Residents Living n Courdyand Worang Anywhere(Counts People) 2000 Madsen Household Inc $42,924 �To tal Empbfrertt Empbymend of Al Workers Working in Coumyand Liming Anywhere,(Counts Jobs) 2000 Per Capita Incorre $28,398 2001 Average Weekly Wag 558 i. PERCENT OF JOBS BY INDUSTRY 2001 Employment Distribution by Geographic Area 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% Natural Resources and Mining Construction Manufacturing Trade Transportation &Utilities Information Financial Activities Professional&Business Services Education&Heath Services Leisure&Hospitality Other Services Government ■cote ■Missouri ❑USA Source:Mssouri E conorric Research and inforrrotion Cen er 2001 U.S.Census Bureau 1L JEFFERSON CITY AREA OF INFLUENCE 2002 CIVILIAN EMPLOYMENT STATISTICS Labor. _ Ra rrr �, �oempin ent tty Force HIM Boone 89,620 87,622 1,998 2.20% Callaway 23,472 22.578 894 3.80% Cole 40,93R"-. _ 39;634. `.:• -Y 'yeti ._ Cooper 9.069 8,686 383 4.20% Gasconade 7,749 7.287 462 6.00% Miller 12,006 11103 903 7.50% Moniteau 8,216 7,856 360 4.40% Montgomery 5,973 5,613 360 6.00% Morgan 8,536 7.880 656 7.70% Osage 7,696 7,284 412 5.40% Region Total 213,276 205,543 7,733 5.04% Missouri 2,989,890 2 825,055 164,835 5.50% Source: 2002 Current Employment Statistics Civilian Employment: Employment of all residents living in county and working anywhere. JEFFERSON CITY AREA OF INFLUENCE INDUSTRY EMPLOYMENT Const, Reh.1 YH°olesale, Financial Prvf.,IrAo. Education Leisure& Other Resources. _- - _Mane vt- - . . . &I3ustneas &Health Go Grand T Acilm Services am T Boone 271 9,368 5,491 1 7,448 3,733 8285 7,558 7,322 1,996 24215 75,687 Cal 169 1,339 1,810 1 2,420 358 553 1,289 882 299 4,379 13,508 1b9 Cooper 28 670 905 721 191 . 225 467 622 159 1,353 5,341 Gasconade 8 757 1,672 783 180 319 99 658 107 111,1008 5,591 Manes 0 163 232 213 110 77 137 52 16 358 1,358 Miller 82 1183 1,180 1,218 253 449 403 881 154 1,193 6,9% Moniteau 72 488 1,144 514 125 199 258 391 70 1,088 4,350 n 109 845 695 553 159 164 176 608 104 980 4,393 Osage 37 406 1,001 509 77 40 126 131 28 630 2,985 Recy'on Total 820 22,419 17,181 18,884 7,495 14,868 15,572 14,963 4,361 56,815 173,378 Percent 5.22% 7.200/9 5.02% 5.14% 4.840/6 3.81% 4.860/6 5.84% 5.41% 13.83% 6.54 Missour 15,700 311,590 342,462 367,403 154,833 390,565 320,132 256,373 80,648 410,7041 $650,410 Source: 2001 ES 202, NAICS supersectors Total Employment: Employment of all workers working in county and living anywhere. iii. Missouri Department of Economic Development Office of Administration, State of Missouri, Projections for the Population of Counties Sales and Marketing Management, 1997-2002 Survey of Buying Power U.S. Department of Commerce, Bureau of the Census, Bureau of Economic Analysis Missouri Department of Revenue, Taxable Sales Reports By County 1997-2002 Growth Services Jefferson City/Cole County Retail Market Analysis, 1998 iv. = SECTION III RETAIL MARKET STUDY SHOPPER IN-PERSON SURVEY Jefferson City Area Chamber of Commerce Contact: Missy Bonnot, Vice President Economic Development Jefferson City Area Chamber of Commerce 213 Adams Street, PO Boa 776 Jefferson City, MO 65101 Phone: (573) 634-3616 Fax: (573) 634-3805, (800) 345-1191 Website: www.icchamber.org Email: missybonnot @jcchamber.org October 2003 mmo Prepamd by:EA"Ed"Maitn,CED,GROWTH SERVICES,P.O.Box 105093,Jefferson City,MO 65110,(573)635-7723 FAX(573)761 4871,edm(alvow[hsen'i=ore Web Site:w eoWthre i=ore 42 TABLE OF CONTENTS SHOPPER IN-PERSON SURVEY I. INTRODUCTION 44 II. THE EXPERIENCE AND IMPRESSION OF SHOPPERS & VISITORS A. Main Purpose 46 B. Specific Purpose 46 C. Grading of Experiences by Shoppers 47 D. Satisfaction of Dining Options 50 E. Satisfaction of Store Options 50 F. Satisfaction of Services Options 51 III. TRIP FREQUENCY BY SHOPPERS AND VISITORS A. Jefferson City/Cole County from Other Areas 52 B. Attractions and Events 53 C. Specific Shopping Areas 54 D. Major Markets Outside Jefferson City/Cole County 55 E. Frequency In Relation to One Year Ago 56 IV. DOLLARS SPENT BY SHOPPERS AND VISITORS A. Shopping and Entertainment Spent in Jefferson City 57 B. Relationship of Dollars Spent to Location of Residence 58 V. DEVELOPMENT PREFERENCES OF SHOPPERS AND VISITORS A. Restaurants or Types of Restaurants 59 B. Stores or Types of Stores 60 C. Services or Types of Services 61 D. Downtown Pedestrian Mall 62 E. Upscale Town Square/Center 62 VI. ATTACHMENTS Dining Options Comments Store Options Comments Services Options Comments Growth Services© 2003 43 I. INTRODUCTION In the Spring and Summer of 2003, the Jefferson City Area Chamber of Commerce (JCACC) and Growth Services conducted a comprehensive Area Retail Market Study in Central Missouri. The study consisted of ten counties located adjacent to or within a forty-mile commute of Jefferson City/Cole County. This report was developed to provide current information to decision- makers, stakeholders, and economic development officials to assist in making Jefferson City/Cole County a more attractive commercial center for shoppers and tourists and enhancing the quality of life for local residents. The other benefits of protecting and expanding retail trade include employment, sales, and local government sales tax revenues. This Shopper In-Person Survey is the second of three components of the Retail Market Study. The other two components are: • Household Phone Survey • Demographic Profile The purpose of the Shopper In-Person Survey of the Area Retail Market Study is to analyze the shifting retail shopping patterns and determine past and current trends. This information will be helpful for planners, developers, and marketers in evaluating the opportunities for retail trade retention and expansion in Jefferson City and Cole County. The information assembled in the Shopper In- Person Survey focuses on perceptions of shoppers, visitors, and workers present in six general areas of Jefferson City. The Shopper In-Person Surveys were conducted in the following Jefferson City shopping areas: Growth Services © 2003 as • Capital Mall Area • Target/Wal-Mart Area • East End — Gerbes Area • Wild Wood Crossing Area • Downtown/Old Munichburg Area • Missouri Boulevard Area The findings from this survey are based on 602 completed interview/surveys. The survey was conducted in June 2003 at the six Jefferson City shopping areas. Growth Services, in cooperation with the Jefferson City Area Chamber of Commerce, developed the questionnaire to meet information needs normally not available through traditional methods. The methodology provides a means to ask questions of shoppers and visitors about their recent shopping experiences, dollars spent locally, satisfaction and availability of dining, shopping and services options, attendance and visits to attractions and events and attraction to other major shopping markets. For purposes of this report the YXers are individuals under 34, Boomers are age 35 to 54, and Seniors are over 55 and may differ slightly from official age categories, considered in other market studies, for the three groupings. Growth Services © 2003 45 I II. EXPERIENCE AND IMPRESSIONS OF SHOPPERS & VISITORS While 66% (two thirds) of all shoppers and visitors go to a store or location for a specific purpose such as buying a particular item, another 33% go or combine their purpose with a fun and recreation (passing the time) experience. The YXers tend to go more for the fun and recreation experience than do the Boomers and Seniors. Q U E S T I O N W o u l d y o u s a y y o u r tr ip today w a s m a i n l y f o r f u n a n d r e c r e a t i o n ore • selfle Surpass? Fun and Recreationu 76 12.6% ]7 17.8% 1 27 1 10.0% 1 12 9.8% S pso ilic Pureo a 398 66.1% 111 2.2% 97 89.6% Both 127 21 .1% 53 25.3% �� .3% 30 21 .6% N AIRAIDN I 1 I 0.2% 1 0.5% 0 0.0% 0 0.0% Tot. le 602 100.0% 208 100.0% 255 100.0% 139 100.0% T r i p P u r p o s e by A go 0 to u p 0.0% 10.0% 20.0% 30.0% 10.0% 50.0% 60.0% 70.0% 80.0% Fun and Recreation Specific Purpose 9 oth III 00 ve_rat MU rider 35 03515a OOrer Se L,...:._..r The primary purpose of all shoppers (37%) visiting stores is to purchase an item(s). Again YXers (31%) had more other reasons for visiting stores and locations including services while Boomers (40%) and Seniors (44%) were there to purchase items. Visiting stores was listed highest by Seniors (21%) compared to all shoppers at 16%. QUESTION: W gut area Witter • aetfic Pursuing? Purchase an Item 2261 37.5% 81 30.0% 1 101 39.0% 1 61 13.9% Visit a Store 971 16.1% 32 1S.1% 1 36 11.1% 29 20.9% Use a service SB 0.3% 20 908% 21 9.1% 12 8.656 Make an exchengelreturn 12 2.0% 5 2.1% 4 1.8% 3 2.2% Pay a bill 10 1.7% 5 2.4% 5 2.0% 0 0.0% See a movie 11 2.3% 10 1.8% 2 0.8% 2 1.1% Lunch/Dining 55 9.1% 11 6.7% 30 11.8% 11 7.9% Other 121 20.1% 53 25.5% 50 19.8% 18 12.9% N AI RAIDK 11 1.8% 5 2.4% 3 1.2% 3 2.2% Tole la 802 100.0% 208 100.0% 255 100.0% 139 100.0% 0% 5% 10% 15% 20% 25% 30% 35% 10% 15% 50% Purchase an item Visit a store Use a service Make an exchange/return Pay a bill See a movie Lunch/Dining Other moverall mundor3S C335-51 O0vsr54 Growth Services©2003 46 C;, GRADIN The area attribute receiving the highest favorable rating by shoppers and visitors is Safety/Security (84%) followed by Quality Merchandise and Attractive Decor/Cleanliness with 80% and 75% respectively. Entertainment & Events was the lowest with only a 32% favorable rating and 28% unfavorable rating. The second lowest rating went to "Restaurants You Like" with a 57% favorable rating. Good Customer Service ranked sixth in relation to the 10 attributes rated. Generally the YXers were the toughest raters followed by the Boomers and Seniors. QUESTION: How would you grade Jefferson City in the area of: Favorable Normal Unfavorable AREAAffitlBUTES A B, C D F 8 Variety of Stores/Merchandise 148 24.7% 224 37.5% 177 29.6% 43 7.2% 6 0.1% 598 Low Prices/Good Value 123 20.6% 293 49.0% 158 26.4% 22 3.7% 2 0.3% 598 Attractive DAcor/Cleanliness 159 26.6% 290 48.5% 132 22.1% 14 2.3% 3 0.5% 598 Quality Merchandise 169 28.2% 307 51.3% 104 17.4% 18 3.0% 1 0.2% 599 Good Customer Service 150 25.1% 242 40.5% 173 28.9% 30 5.0% 3 0.5% 598 Quick & Easy to Shop 176 29.4% 235 39.3% 157 26.30% 29 4.80% 1 0.2% 598 Restaurants You Like 134 22.6% 204 34.3% 198 33.3% 44 7.4% 14 2.4% 594 Entertainment & Events 51 8.8% 132 22.8% 233 40.2% 122 21.0% 42 7.2% 580 Safety/Security 253 42.2% 248 41.4% 86 14.4% 7 1.2% 5 0.8% 599 Parking & Accessability 147 24.7% 24114 0.5% 141 23.7% 55 9.2% 11 1.8% 595 E Favorable Shopper Attribute Ratings of Jefferson City Retail ENormal Question: How would you grade Jefferson City In the area of: p Unfavorable Safety/Security 2.0% Quality Merchandise 3.2% Attractive D6cor/Cleanliness 2.8% Low Prices/Good Value E 4.00/6 Quick & Easy to Shop M 5.0% Good Customer Service 6b C M 5.5% Parking & Accessability 65 2 11.0% Variety of Stores/Merchandise 62 2 29.6 7.3% Restaurants You Like 9.8% Entertainment & Events 28.2% 0% 20% 40% 60% 80% 100% Growth Services © 2003 47 QUESTION: How would you grade Jefferson City in the area of: Variety of Stores/Merchandise Grade Overall Under 35-YXers 35-54- Boomers Over 54-Seniors Number Percent - Number Percent Number Percent Number Percent :- A 148 24.6% 48 23.1% 58 22.7% 42 30.2°% B 224 37.2% 70 33.7% 100 39.2% 54 38.8% C 177 29.4% 70 33.7% 7AI 29.0% 33 23.7% D 43 7.1% 17 8.2 0� 9 6.5% F 6 1.0°k 1.2% 0 0.0% NA/RA/DK 4 0.7% 0 0.0% 3 1.2% 1 0.7% Totals: 602 100.0°6 208 100.0°� 259511 100.0% 139 100.0°� Low Prices/Good Value Overall Unde(35--YXers i 35-54-Boomers Over 54=`.Seniors:' Grade Number Percent Number IPercent INumber Percent Number Pei errt . A 123 20.4% 481 23.1% 43 16.9% 32 23.0% g 293 48.7°k 98 47.1°h 137 53.7% 58 41.7°h C 158 26.2% 55 26.40A 60 23.5% 43 30.9% D 22 3.7% 6 2.90/( F 2 0.3% NA/RA/DK Totals: 602 100.0% 208 100.0% 255 100.0% 139 100.0% Attractive D6cor/Cleanliness +a£IYeralf -- Under 35-YXers 35-54-Boomers = :_Oder 54- Seniors= T um f?ercen Numberx.:c Fe Number:: P., A 159 26.4% 58 27.9% 59 23.1°h a2 30.2°k g 290 48.2% 981 47.1% 125 49.0% 67 48.2°� C 132 21.9% 46 22.1°h 62 24.3% 24 17.3% D 14 2.3% F NA/RA/DK 4 0.7 Totals: 602 100.0% 208 100.0% 255 100. %1 1391 100.0% Quality Merchandise 4 = Under 35-YXers 35-54=Boomers " Over 54-Seniors- �� A..eroetlY; :Number. Percent=-:: Number-' PercerrY,': Number_ Percent;;:- q 169 62 29.8% 62 24.3% 45 324°k B 307 51.0 28.1%% 97 46.6% 140 54.9% 70 50.4% C 104 17.3% 41 19.7°0 42 16.5°k 21 15.1% D 18 3.0% 8 3.8% F NA/RA/DK Totals: 602 100.0% 208 100.0% 255 100.0% 139 100.0% Good Customer Service Overall Under 35 -YXers 35-54- Boomers Over 54-Seniors Grade Number Percent- Number Percent. ,_ Number Percent Number Percent A 150 24.9% 46 22.1% 55 21.6% 49 35 3% B 242 40.2°h 91 43.8% 108 42.4°k 43 30.9°� C 173 28.7% 62 29.8% 78 30.6% 33 23.7% D 30 5.0% 8 3.8% 10 3.9% 12 8.6% F 3 0.5% 1 0.5°k 1 0.4°� 1 0.7% NA/RA/DK 4 0.7% 0 0.0% 3 1.2°k 1 0.7% Totals: 602 100.0°� 208 100.0% 255 100.0°� 139 100.0% Growth Services 9 2003 48 QUESTION: How would you grade Jefferson City in the area of: Quick & Easy to Shop tD Overall Under 35-YXers 35-54- Boomers Over 54--,Seniors Number Percent Number Percent Number Percent Number Percent< 176 29.2% 54 26.0% 73 28.6% 49 35.3% 235 39.0% 87 41.8% 97 38.0% 51 36.7% 157 26.1% 57 274% 69 27.1% 31 22.3% 29 48% 10 48% 12 4.7% 7 5.0% 1 0.2% 0 0.0% 1 0.4% 0 0.0% 4 0.7% 0 0.0% 3 1.2% 1 0.7% Totals: 602 100.0% 208 100.0% 255 100.0°h 139 100.0% Restaurants You Like 4 OKet ` �Sertraas' WF Number Percent,.. :' Number,P ;Numtier `Percent"< f Numbi§0j44` 134 22.3% 42 20.2% 61 23.9% 31 22.3% 204 33.9% 68 32.7% 83 32.5% 53 38.1% 198 32.9% 75 36.1% 78 30.6% 45 32.4% 44 7.3% 20 9.6% 18 7.1% 6 4.3% 14 2.3% 3 1.4% 11 4.3% 0 0.0% 8 1.3% 0 0.0% 4 1.6% 4 2.9%602 100.0% 208 100.0% 255 100.0% 139 100.0% Entertainment & Events s x Overalw Under X3554 >fOver54-Senmrs ; xi fC�. w Number: Percent ..:;. Numbed_ Numtier ,E Number, perms A 51 8.5% 15 7.2% 29 11.4% 7 5.0% B 132 21.9% 40 19.2% 55 21.6% 37 26.6% C 233 38.7% 72 34.6% 103 40.4% 58 41.7% D 122 20.3% 57 27.4% 43 16.9% 22 15.8% F 42 7.0% 22 10.6% 14 5.5% 6 4.3% NA/RA/DK 22 3.7% 2 1.0% 11 4.3% 9 6.5% Totals: 602 100.0% 208 100.0% 255 100.0% 139 100.0% Safety/Security Grade M30.5% Under 35-YXers 35-54- Boomers Over 54'-Seniors Number Number. Percent Number Percent Number Percent A 2 93 44.7% 106 41.6% 54 38.8% B 279 38.0% 104 40.8% 65 46.8% C 31 14.9% 40 15.7% 15 10.8% D 2 1.0% 2 0.8% 3 2.2% F 3 1.4% 0 0.0% 2 1.4% NA/RA/DK 0 0.0% 3 1.2% 0 0.0% Totals: 602 100.0% 208 100.0% 255 100.0% 139 100.0% Parking & Accessibility Grade O'verafM h 1 .Mrider357=YXerSO =35 54 Boom Over r Fors Numbers^:P,ercent, ;'^.. Number:`=. Percent4,,4,k, Number; - Per N_ti P A 147 24.4% 53 25.5% 59 23.1% 35 25.2% B 241 40.0% 81 38.9% 102 40.0% 58 41.7% C 141 23.4% 55 26.4% 57 22.4% 29 20.9% D 55 9.1% 16 73% 25 9.8% 14 10.1% F 11 1.8% 2 1.0% 6 2.4% 3 2.2% NA/IZ4/DK 7 1.2% 1 0.5% 6 2.4% 0 0.0% Totals: 1 6021 100.0%1 208 100.0%1 255 100.0%1 139 100.0% Growth Services © 2003 49 The Seniors (46%) ranked the dining options more favorably than either the Boomers (41%) or YXers (29%). The shoppers and visitors overall ranked the dining options weaker than stores or services. QUESTION: On a scale of Ito 8, with 'S' meaning extremely satisfied and "I" notatall satisfied, how sa UVied are you with the dining options In the Jefferson CI Area? 1 742.2% 8 2.9% 5 2.0% 1 0.7% 2 44 21.2% 31 12.2% 14 10.1% 3 92 44.2% 108 42.4% 54 38.8% 4 47 22.6% 85 33.3% 42 30.2% 5 14 6.7% 20 7.8% 22 15.8% NA/RA/DK 5 2.4% 6 2.4% 6 4.3% Totals 208 100.0% 255 100.0% 139 100.0% Dining Ratings by Age 1 2 3 4 5 NA/RA/DK 0.0% 5.0% 10.0% 15.0% 20.0% 25.0% 30.0% 35.0% 40.0% 45.0% 50.0% ■Overall MUnder35 035-54 00wr54 In this area the Seniors (53%) again ranked the store options better than the Boomers (49%) and the YXers (39%). This also was true in the unfavorable rating. QUESTION: On a Beale of 1 to 8, with a '6' meaning extremely satisfied and '1' notat all satisfied, how satisfied are you with the shoaplao options In the Jefferson City Area? 1 I a 1.3% 1 41 1.9%1 31 1.214 11 0.7% 2 78 12.6% 33 15.9% 72 12.5% 11 7.9% 3 231 38.4% 89 42.8% 91 35.7% 51 38.7% 1 217 36.0% 87 32.2% 99 38.8% 51 36.7% 5 81 10.1% 11 8.7% 25 9.8% 22 15.8% NA/RA/DK 9 1.5% 1 0.5% 5 2.0% 3 2.2% Totals 1 602 100.0% 208 100.0% 1 255 100.0% 1 139 100.0% Shopping Ratings by Age 1 2 3 5 - NAIRA/DK 0.0% 5.0% 70.0% 15.0% 20.0% 25.0% 90.0% 35.0% 40.0% 45.0% ■Overall ■Under 35 0335.54 Clover 54 Growth Services ©2003 50 I J [F —SATISFACTION OF The Service options followed the same ranking preference with the following favorable ratings: Seniors 63%, Boomers 53%, and YXers 46%. Many YXers (17.3%) responded with NA/RA/DK (Not Applicable, Refused Answer, Don't Know). QI,ES-flON On a scale of 1 to 5,with a "5'meaning extremely satisfied and 1- root at all satisfied, how satisfied are you with the services options in the Jefferson City Area? Ozall UnJer 35-YYers 3554-Boorrm 0"54-Senors Rating Nastier P� Nrrber•,, Pacent N rater' POD.O 1 2 0.3% 1 0.50/c 1 0.40/ 0 0.00/0 2 25 4.30/c 9 4.3% 13 5.1% 4 29% 3 180 29.9% 67 32201a 83 32501c 30 21.6% 4 227 37.70/c 68 3270/c 103 40.40/c 56 40.3% 5 90 15.016 27 laoo/,l 32 1259/6 31 223% WRACK 77 12 30/61 231 9.00/ 18 129% Totals 100.0% 2MI 100.00/ 256 100.0°/ 139 100.0% SwAceS Radings by Age 2 3 4 5 NQ/RA/CK 0.0'/0 5.0% 10.0% 15.0% 20.0% 25.0% 30.0% 35.0% 40.0% 45.0% Overall ■Undar 35❑3664❑Ora 54 Growth Services © 2003 51 III . TRIP FREQUENCY BY SHOPPERS & VISITORS A. JEFFERSON.CfTYICOLE COUNTY FROW E?fHER"AREAS:. A large number of the 472 respondents who made more than 20 trips to a Jefferson City destination also live in Cole County, with 405 of those living in Cole County, the other 67 respondents must live outside of Jefferson City or Cole County. The YXers have the highest trip rate to Jefferson City, which may be attributed to employment, along with Education or Recreation activities. QUESTION: Within the past three months, how many trips have you made to the Jefferson City area for shopping, dining, services or attractionslevents? � ;. llndt r 35-YXers" 356X-`., Over 54-seniors >, Nombee=f ?. NOn!bgr Number Percent 1-5 times 19 3.2% 2 1.0% 11 4.3% 6 4.3% 6-10 times 34-5 V1. 11 5.3% 17 6.7% 6 4.3% 11-15 times _30-509% 7 3.4% 17 6.7% 6 4.3% 16-20 times _47-78% 16 7.7% 20 7.8% 11 7.9% Over 20 times 472 78.40% 172 82.7% 190 74.5% 110 79.1% Totals 602 100.0% 208 100.0°/a 255 100.0% 139 100.0% Trips to Jefferson City by Age Group 0.0% 10.0% 20.0% 30.00/0 40.0% 50.0% 60.0% 70.0% 80.00/6 90.0% I 1-5 times 6-10 times 11-15 times 16-20 times Over 20 �I I ■Under 35 ❑35-M p Ozer 54 Attraction Index Attraction ' The Overall Index for the 'Ten overall 178 364 58 1.20 County Area" is 1.20 based on the In- Cooper 2 1 1 1.25 Person Survey f shoppers here in Manes 6 8 0 1.43 y pp Gasconade z a 0 1.33 Jefferson City. The validity of the Miller 8 12 2 1.27 indexes may be suspect in some Boone s 16 0 1.24 instances due to the small sample Morgan 2 7 0 1.221 side. However, the Overall and Cole Callaway 14 37 3 1.20 County samples are large enough to Cole 172 236 46 1.19 indicate a positive near-term Moniteau 6 11 2 1.21 p Osage 11 25 4 1.18 shopping environment and a capture 65101 61 121 17 1.22 of retail market share from other 65109 56 110 29 1.14 areas. Rating Indexes over 1 indicate strengths and under 1 indicates weaknesses Multipliers: More= 2, Same= 1, Less = 0 Growth Services © 2003 52 B ATTRACTIONS AND EVENTS Overall, Movie Theaters and Specific Exhibits, Fairs, and Festivals were the attraction or event most often attended or visited during the past year. Each age group had slightly different preferences in their selection of attractions and events with Seniors having a higher preference for Live Theater and YXers higher in Colleges and Universities, and Clubs/Bars. QUESTION: Besides shopping, dining and services, what other attractions and/or events have you attended or visited in Jefferson City during the past year? Specific Purpose Overall, I Uncier35-YXers -35-54-Boomers . ?Ouer54� Seniors Number.I Percent Numbe Percent Number Percent.," Number Percent;;,, Arts 8 Crafts Events 206 34.2%1 51 24.5% 90 35.3% 65 46.8% Live Theater 135 22.4% 38 18.3% 48 18.8% 49 35.3% Live Concerts/Bands 139 23.1% 49 23.6% 56 22.0% 34 24.5% Museums 112 18.6% 36 17.3% 44 17.3% 32 23.0% Libraries 260 43.2% 83 39.9% 120 47.1% 57 41.0% State Capital 303 50.3% 106 51.0% 132 51.8% 65 46.8% Other state Offices 182 30.2% 45 21.6% 88 34.5% 49 35.3% Colleges and Universities 178 29.6% 101 48.6% 57 22.4% 20 14.4% Movie Theater 431 71.6% 174 83.7% 181 71.0% 76 54.7% Sporting Events 226 37.5%1 85 40.9% 94 36.9% 47 33.8% Clubs/Bars 181 30.1% 91 43.8% 62 24.3% 28 20.1% Historic Tours/Visits 106 17.6% 31 14.9% 46 18.0% 29 20.9% Specific Exhibits/ Fairs/ Festivals 352 58.5% 114 54.8%1 159 62.4% 79 56.8% Totals 2811 '466.9% 1004 "482.7% 1177 "'461.6% 630 ""453.2% Percentage based on overall respondents of 602 "' Percentage based on Boomer respondents of 255 Percentage based on YXer respondents of 208 ""'Percentage based on Senior respondents of 139 Attractions and Events by Age Group 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% VIII Movie Theater Specific Exhibits/ Fairs/ Festivals State Capital Libraries Sporting Events Arts & Crafts Events Other state Offices Clubs/Bars Colleges and Universities Live Concerts/Bands Live Theater Museums Historic Tours/Visits In Overall sunder 35 c335-54 O Meer 54 c Growth Services O 2003 53 C. SPECIFIC SHOPPING AREAS The shopping areas receiving the most visits during the last three months were the Wal-Mart/Target area and the Capital Mall area with 94% and 88% respectively. Again, there were slight variations in the age groups, with the YXers highest among the age groups visiting the Capital Mall. QUESTION: Thinking specifically about trips to Jefferson City,which of the following stores or shop pin areas have you visited in the last three months? Overall Under 35–YXers 35-54–Boomers Over 54–Seniors Number Percent . Number Percent Number Percent Number Percent Capital Mall/Sears/ Penny's/ Dillards/Gap 530 88.0% 187 89.9% 219 85.9% 124 89.2% Downtown/Old Munichburg/ Saffee's/Central Dairy 275 45.7% 80 38.5% 116 45.5% 79 56.8% East End/Gerbes/Dollar General/Banking/ Services 310 51.5% 92 44.2% 139 54.5% 79 56.8% Wildwood Crossing/Lowe's/ Old Navy/Shoe Camival 418 69.4% 158 76.0% 1671 65.5% 93 66.9% Missouri Blvd/ Staples/ Applebee's! K nkos/Schnucks 419 69.6% 156 75.0% 171 67.1% 92 66.2% Super Wal-Mart/ Tar et 566 94.0% 195 93.8% 238 93.3% 133 95.7% Totals 2518 '418.3% 868 °417.3% 1050 —411.8% 600 ""431.7% Pacentage based on aAm respaxlerb or 802 '^ Percentage based on Booms mapedaes d 255 Paceltape timed do YXa reepedeb d 208 ""Percerttage based an Senor respa deb of 139 Shopping Areas by Age Group 0% 20% 40% 60% 80% 100% Super Wa-MMV Target Capital Md/Seas/Permevs/Dillards/Gap -- Missouri Shall Stapled Applebee's/Kr kos/Schmcks Wid cod Cres nglomss/Old NaWlShoe Camval East Erd/Gerbe.4Ddla Generad Ba ki gi Sermes DOMItO/ Old Mumhburgi Saffee's/Central Dary ■Overall ■Under 35 El 35-54 O Over 54 Growth Services ©2003 54 FD. MAJOR MARKETS OUTSIDE JEFFERSON CITYICOLE"' COUNTY The major shopping markets visited by shoppers interviewed at various shopping areas in Jefferson City were Columbia (65%), Factory Outlet Mall in Lake Ozark (46%), St. Louis (38%), Kansas City (23%), and Springfield (17%). The same preference sequence was shared by all age groups. QUESTION: In the past three months, have you been to any of the following shopping markets? Overall Under 35—YXars 3554 Boomers `= Over 54=,Seniors' Number percent Number- Percent Number-- Pi ir!Im Number I P,erceril FaELake MO274 45.5% 101 48.6% 107 42.0% 66 47.5% Stores or shopping in Columbia 388 64.5% 147 70.7% 155 60.8% 86 61.9% Stores or shopping in E City 602 100.0% 208 100.0% 255 100.0% 139 100.0% in ity 141 23.4% 56 26.9% 54 21.2% 31 22.3% in 230 38.2% 94 45.2% 93 36.5% 43 30.9% ores or shopping in Springfield 102 16.9% 44 21.2% 40 15.7% 18 12.9% Totals 1737 288.50/6 650 312.5% 704 276.1% 3a3 --275.5%1 Percentage based on overall respondents of 602 "' Percentage based on I3oorrer respondents of 255 Percentage based on YXer respondents of 208 ""Percentage based on Senior respondents of 139 Major Outside Market Shopping by Age 0% 20% 40% 60% 80% 100% Stores or shopping in Jefferson City Stores or shopping in Columbia Factory Outlet Mall in Lake Ozark Stores or shopping in St.Louis Stores or shopping in Kansas City Stores or shopping in Springfield ■Overall ■Under 35 035-54 OOyer 54 Growth Services © 2003 55 f: FREQUENCY IN RELATION TO ONE YEAR.A F All age groups indicated a greater frequency in their shopping in Jefferson City than a year ago. This ratio was more than three to one over those who selected "less often". The YXers had the strongest lead followed by Boomers and the Seniors. QLES-ICN Would you say that you are shopping Jefferson Qty"more often ,less often", or about the same as a year ago? O.eall e r "Aerse 35-54—Boo ners I ORr 54—Seniors Trip Purpose Nrrtxr P609ty N rr Pervert ____ P�r�ent:_ Nastier: Petcert;_More often 178 29.6% 84 40.4% 70 27.5% 24 17.31/c Less often 58 9.6% 23 11.1% 28 11.01/o 7 5.0% Same 364 60.5% 100 48.1% 156 61.2% 108 77.7% N4/RNDK 2 0.30/, 1 0.5% 1 0.4% 0 0.0% Totals 6021 100.00/6 2081 100.01/0 255 100.0% 1391 100.0% 0.0% 10.0% 20.0% 30.0% 40.0% 50.0% 60.0% 70.0% 80.00/0 90.0% i More often Less often Same WPA/ Overall ■Uhler 35❑3664❑Ora 54 Growth Services®2003 56 i IV. DOLLARS SPENT BY SHOPPERS AND VISITORS A. SHOPPING AND ENTERTAINMENT SPENT IN JEFFERSON,�t' Only 19% of all shoppers and visitors spend less than 40% of their shopping and entertainment dollars in Jefferson City/Cole County, while 26% of all shoppers spend over 80%. This compares to 35% of Seniors and 22% of YXers spending over 80% of their shopping and entertainment dollars in Jefferson City. The loyalty of the shopping public in spending their dollars in Jefferson City/Cole County is less with the YXers, grows stronger with the Boomers, and is the strongest with the Seniors. CL SnCN App=rntely Wxt pacet of yar total shopping and entertar1.a t dollars ae spat in Jefferson Cole Carly? Carerall ' : LWY35—YXas 3554-Bxmn Ova 54=Serias. Nrrt�a FMert Nfrtxr lPe-wt Nirt)er, Ftrcat . Nrrber Rrcaf 1-20% 1 481 8.00/ 11 8.2°/ 21 82°/ ic 7.2°/ 21-009% 1 701 11.6°/ 311 14.9°/ 2 11.40/ ic 7.2°/ 41-Ulo 1211 29.10/ 23.60/ 51 21.6°/ 1 122°/ 61-W/o 2X 33.91/c 31.3°/ 33.7°/ 38.10/ 81-100% 1 26.4°/ 2214 6 25.14 4E 35.3°/ Totals 0 100.01/1 2Dq 100.0°/ 100.00/ Ple mnlage d ft pprg Dollars by Age 0.0% 50% 10.0% 15.0% 20.0% 25.01/o 30.0% 35.0% 40.0% 45.0% 1-2(P/o k 2140% 41-W/o 61-v/0 81-100% ■O✓eall ■lhdr 3513 35&t 00va 54 Growth Services © 2003 57 B. RELATIONSHIP OF DOLLARS SPENT TO LOCATION OF RESIDENCE The location of where one lives and the draw of major markets can be influenced by many factors with distance only one consideration. Other factors are location of employment, roads and highways, and the strength of local markets. In this case, the only persons asked the question were those who were shopping and visiting in Jefferson City during June 2003. While 71% of all Cole County residents spend 60% or more in Jefferson City, none of the residents in Cooper or Gasconade Counties spend over 60%. The counties outside of Cole with the largest spending in Jefferson City/Cole County are Callaway County with over 64%, Moniteau (50%), and Osage with 40% of their residents spending 60% or more of their shopping and entertainment dollars in Jefferson City. QUESTION: In the past three months, have you been to any of the following shopping markets? (shown by co nty of residence) _ Lake Ozark: Columbia:: Jefferson City Kansa"i MWCWsr $ rid field Overall 45.5% 64.5% 100.0% 23.4% 38.2% 16.9% Boone 52.4% 85.7% 100.0% 47.6% 42.9% 19.0% Callaway 49.1% 81.1% 100.0% 24.5% 37.7% 18.9% Cole 43.5% 66.9% 100.0% 23.2% 39.3% 17.0% Coo er 50.0% 75.0% 100.0% 25.0% 25.0% 0.0% Gasconade 0.0% 33.3% 100.0% 0.0% 83.3% 0.0% Maries 57.1% 7.1% 100.0% 7.1% 14.3% 0.0% Miller 77.3% 40.9% 1 00.0% 22.7% 18.2% 36.4% Moniteau 55.6% 66.7% 100.0% 44.4% 33.3% 22.2% Mor an 88.9% 55.6% 100.0% 33.3% 11.1% 22.2% Osa a 34.2% 50.0% 100.0% 13.2% 42.1% 7.9% Other 27.3% 45.5% 100.0% 9.1% 63.6% 18.2% 65101 40.5% 63.0% 100.0% 16.5%1 39.0% 15.5% 65109 45.1%1 70.8% 100.0% 31.3%1 40.0% 17.4% Percent of Dollars Spent in Jefferson City(Cole County by County of Residence Percents ent Boone iCole c oo er Gasconade Mariea Miller Moniteau Mor en osa a Overall 1 --20% 33.3% 9.4% 3.0% 25.0% 33.3%1 7,1%1 13.6% 0.0% 11.1%1 15.8% 8.0% 21 --40% 28.6% 5.7% 9.1% 0.0% 16.7% 21.{% 36.4% 11.1% 33.3% 18.4% 11.6% 41 --60% 19.0% 20.8% 16.8% 75.0% 50.0% 42.9% 22.7% 38.9% 44.4% 26.3% 20.1% 61 --80% 14.3% 45.3% 36.5% 0.0% 0.0% 21.4% 22.7% 50.0% 11.1% 26.3% 33.9% 81 -- 100% 6.8% 16.9% 34.6% 0.0% 0.0% 7.1% 4.5% 0.0% 0.0% 13.2% 26.4% 100.0% 100.0% 100.0% 100.0% 100.0% 100.0% 100.0% 100.0% 100.0% 100.0% 100.0% Percent of Dollars Spent In Jefferson CitylCole County by County of Realelenee 100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% e 8 U q ■1 to 20 percent ■21 to 40 Deresnt 041 to 80 Parent O81 to Bo percent ■a1 to 100 percent Growth Services©2003 58 V. DEVELOPMENT PREFERENCES OF SHOPPERS AND VISITORS When respondents were asked what restaurants they would like to see added to the Jefferson City area, Olive Garden was the clear leader with 36% of all those responding. This was followed by Outback with 26% and White Castle with 9%. The ranking by the three age groups indicated considerable difference in preference, with the Boomers and Seniors having lower preferences for White Castle, NOR TGI Fridays, Chevy's, Krispy Kreme, Hooters, and Arby's and higher preferences for Cracker Barrel, Golden Corral, and Pasta House, than the YXers. Olive Garden and Outback received a high balanced preference by all age groups. (There were 341 responses with only 2 or less types or categories of restaurants and can be reviewed as an attachment to this report.) QUESTION:What three nararuants or types or frabunnb would you like to 8.0 added to Me Jefferson City Ana? Olive GaMan 182 36.2% 59 35.1% 76 39.2% 27 31.8% Outbaek 111 25.5% 48 27.4% 49 25.3% 19 22.4% W nits Cestle N 9.2% 27 18.1% 12 6.2% 2 2.4% Cnilis 37 0.3% 17 10.1% 16 S.2% 4 4.7% Cracker Baml 27 6.0% 7 4.2% 14 7.2% 6 7.1% IHOP 25 5.8% 14 8.3% 7 3.6% 4 4.7% TGI Fnde 's 24 5.4% 15 6.9% 9 4.6% 0 0.0% Cns 'a 20 4.5% is 9.5% 4 2.1% a 0.0% Chucky Cneau'e 16 4.0% 7 4.2% 10 5.2% 1 1.2% Golden Coml 16 3.6% 1 2.4% 7 3.6% 5 5.9% Krispy Krems t6 3.6% 10 !-0%1 8 3.1% 0 0.0% Hooters 14 3.1% 10 6.0%1 3 1.5% 1 1.2% Pasta House 14 3.1% 3 1.8%1 9 4.6% 2 2.4% Papaya's 14 3.1% 11 0.5%1 3 1.5% 0 0.0% Arby's 13 2.9% 10 6.0%1 2 1.0% 1 1.2% Jack in the Box 13 2.9% 8 3.8%1 8 3.1% 1 1.2% Joe's Crab Shack 9 2.0% 5 3.0%1 4 2.1% 0 0.0% Lone Star B 2.0% 4 2.4% 4 2.1% 1 1.2% M as a re nl Grill 9 2.0% 4 2.4% 3 1.5% 2 2.4% Church's Chicken 7 1.6% 5 3.096 2 1.0% i 0 0.0% Hollhan's 8 1.3% 3 1.8%1 3 1.5% 0 0.0% 8 none 'e 6 1.3% 2 1.2% 2 1.0% 2 2.4% Dsnn 's 5 1.1% 1 0.6% 1 0.5% 3 3.5% Lam ban's 5 1.1% 2 1.2% 3 1.5% 0 0.0% Rally's 4 0.9% 4 2.4% 0 0.0% 0 0.0% Schloekil Deli 4 0.9% 3 1.8% 1 0.5% 0 0.0% A label's 3 0.7% 0 0.0% 2 1.0% 1 1.2% Bob Evans 3 0.7% 0 0.0% 2 1.0% 1 1.2% Cheesecake Facto 3 0.7% 2 1.2% 1 0.5% 0 0.0% Taco John's 3 0.7% 1 0.6% 1 0.5% 1 1.2% M lscollane.ue 341 78.3% 113 67.3% 158 a1.4% 70 82.4% ToUls: 447 •220.4% 188 ••244.8% 194 "'218.5% 85 ....181.2% Prroont.ro b:: o.orrtes n.pondents of 402 ••• per.mtld.6...4 en ea.mn r.gndenb a1255 •• Psmestspe besed oo YK.r respondents 01305 ••••Perentso.b...d on S nie,Iesp..d..0.1139 Desired Restaurants by Age Group 0.0% 5.0% 10.0% 15.0% 20.0% 25.0% 30.0% 35.016 40.0% 45.096 oiiw Orman Outback White Castle ChlIts Cracker Barrel IHOP TGI Friday% Chevy% Chucky Chan'a Golden Corral Knspy Krewe ■Owrall=Under 35 038.54 pOwr 54 Growth Services © 2003 59 B. STORES TYPES ES-0SE When respondents were asked what stores they would like to see added to the Jefferson City area, Famous Barr was the clear leader preferred by 23% of all those responding. This was followed by Kohl's with 12.8% and Abercrombie and Fitch with 6.8%. The ranking by the three age groups indicated considerable differences in preferences with the Boomers and Seniors having higher preferences for Famous Barr, Kohl's, Bass Pro, Sam's Club, Circuit City, and Jones and YXers having a higher preference for Abercrombie and Fitch, Marshall's Express, Hollister, T.J. Maxx, Gordman's, Big Lots, and Lerner. QUESTION. What three stores or types of stores would you like to see added to the Jefferson City Area? `Under35-sYXers -C 35-54.-B001116115' iiO 0Vee54v`80111 Numsber. Reoent- i N.umberv,Per:7 Num.be a�:. arc frte5:+Mum Der.` t¢ Famous Berm 81 23.0% 25 18.8% 36 22.8% 20 32.8% Kohl's 45 12.8% 14 10.5% 25 1598% 6 998% A Derc rom Die and Fllch 21 6.8% 19 14.3% 5 3.2% 0 0.0% Bass Pro 22 6.3% 7 5.3% 11 7.0% 4 6.8% Sam's Club 22 6.3% 4 3.0% 13 8.2% 5 8.2% Marshall's 20 5.7% 10 7.5% 9 5.7% 1 1.8% Home Cabot 18 5.1% 6 3.3% To s R Us 18 5.1% 7 4.9% Ex Tess 16 0.0% Hollister 0.0% Best Bu 13 3.7% 8 4.5% 7 4.4% 0 0.0% TJ Maxx 12 3.4% 7 5.3% 4 2.5% 1 1.6% Goldman'a 10 2.8% 6 4.5% 4 2.5% 0 0.0% Lana Br ant 8 2.3% 3 2.3% 5 3.2% 0 090% Circuit Cit 7 2.0% 1 0.8% 5 3.2% 1 1.6% Bed.Bath. 6 Be and 6 1.7% 2 1.5% 2 1.3% 0 0.0% Bi Lots 6 1.7% 5 3.8% 1 0.6% 0 0.0% Lerner 6 1.7% 6 4.5% 0 0.0% Stru cturo 6 1.7% 5 3.8% Banana Re ubhc 5 1.4% Barnes 3 Noble 5 1.4% 3 2.3% 1 0.8% 1 1.6% Jones 5 1.4% 1 0.8% 4 2.5% 2 3.3% Babe d 1.1% 3 2.3% 1 0.6% 0 0.0% C asual Co rner 4 1.1% / 0.8% 3 1.9% 0 0.0% Ask Lord 3 Ta for 4 1.1% 3 2.3% 0 0.0% 1 1.6% Mac s 4 1.1% 1 0.8% 2 1.3% 1 1.6% value Cit 4 1.1% 3 2.3% 0 0.0% 1 1.6% Chain s 3 0.9% 2 1.5% 1 0.6% 0 0.0% D lsne Stare 3 0.9% 0 0.0% 3 1.9% 0 0.0% Fool Action 3 0.9% 2 1.5% 1 0 6% 0 090% Forever 21 3 0.9% 3 2.3% 0 0.0% 0 0.0% Fredrick's of Hnll wood 3 0.9% 2 1.5% 1 1 0.6% 0 0.0% Limited 3 0.9% 2 1.5% 1 0.8% 0 0.0% Patter Barn 3 0.9% 1 0.8% 2 1.3% 0 0.0% S ie at 3 0.9% 2 1.5%1 098% 0 0.0% Talbots 3 0.9% 0 0.0% 3 1.9% 0 0.0% Miscellaneous 299 84.9% 90 67.7% 133 84.2% 78 724.6% Totals; 352 203.1% 133 212.8% 158 194.3% 61 204.9% Desired Stores by Age Group 0.0% 5.0% 10.0% 15.0% 20.0% 25.0% 30.0% 35.0% Famous Barr Kohl's Abercrombie and Fitch Bass Pro Sam's Club Marshall's Home Depot Toys R Us Express Hollister ■Overall ■Under 35 035-54 OOver 54 Growth Services © 2003 60 S ZROWN -9 mill When respondents were asked what services they would like to see added to the Jefferson City Area, Clubs and Children Recreation activities were the leaders with 11% and 9% respectively. The ranking by the three age groups indicate difference in preferences with YXers showing a strong interest in More Clubs and Boomers a strong interest in Children Recreation and Home Improvement/Maintenance services. Seniors show strong interest in Computer/Tech services, Museums/Historical Organizations, Local Attractions Information, Senior Activities/Services and Better Mass Transit. QUESTION: What three services or types of servlces would you like to see added to the Jefferson city Area? appeiies fisapposed tl More Clubs 12 10.7% 7 17.9% 3 5.6% 0 0.0% Children Recreation 10 8.9% 3 7.7% 6 11.1% 1 5.3% Computer/Tech Services 9 8.0% 3 7.7% 3 5.6% 3 15.8% Home Improve/Maintenance 7 6.3% 1 2.6% 5 9.3% 1 5.3% Civic/Convention Center 8 5.4% 2 5.1% 3 5.6% 1 5.3% Concerts 8 5.4% 2 5.1% 3 5.6% 1 5.3% Museums/Historical Orgs 8 5.4% 2 5.1% 2 3.7% 2 10.5% Zoo/Gardens/Aquarium 61 5.4% 0 0.0% 6 11.1% 0 0.0% Entertainment 5 4.5% 31 7.7% 2 3.7% 0 0.0% Local Attractions Information 5 4.5% 1 2.6% 2 3.7%1 2 10.5% Water ark 5 4.5% 1 2.6% 4 7.4% 0 0.0% Amusement Perks 4 3.6% 1 2.6% 3 5.6% 0 0.0% Better Cable Service 4 3.6% 2 5.1% 2 3.7% 0 0.0% Better Mass Transit 4 3.6% 0 0.0% 2 3.7% 2 10.5% Free/Low Cost Legal Services 4 3.6% 1 2.6% 2 3.7% 1 5.3% Hantllcap Services 4 3.6% 1 2.6% 3 5.6% 0 0.0% Re it and Air Transportation 4 3.6% 3 7.7% 0 0.0% 1 5.3% Senior Activities/Services 4 3.6% 0 0.0% 1 1.9% 3 15.8% Shoe Repair 4 3.6% 2 5.1% 2 3.7% 21 0:50 Hair Salons 3 2.7% 3 7.7% 0 0.0% 0 0.0% Industry Support 3 2.7% 0 0.0% 1 1.9% 01 0.0% Local Sports 3 2.7% 1 2.8% 1 1.9% 1 5.3% Technical Schools 3 2.7% 2 5.1% 1 1.9% 0 0.0% Miscellaneous 57 50.9% 17 43.8% 25 46.3% 15 78.9% Totals: IIZJ '158.9% 39 •'147.7% 54 "'151.9% 19 ••1•178.9% percentage based on overall respondents of 602 '•• percentage based on Boomer respondents of 25: Percenta a based on YXer respondents of 208 ••PercenU •based on Senior respondents of 139 Desired services by Age Group 0% 2% 4% 6% 8% 10% 12% 14% 16% 18% 20% More Clubs Children Recreation r Computer/Tech Services - Home Improve/Maintenance Civic/Convention Center >c Concerts Museums/Historical Orgs Zoo/Gardens/Aquarium Entertainment Local Attractions Information Waterpark ■Overall ■Under 35 035-54 00"r54] Growth Services ©2003 61 =D_ . DOWNTOWN PEDESTRIAN II I' • 1 . W -��� When responding to the importance of a "Downtown Pedestrian Mall" adding to lifestyle and entertainment options and an attraction for tourists, 41% of all respondents indicated their preference as "Very Important', 39% indicated "somewhat important", and 18% as "Not at all Important'. Both the YXers and the Boomers showed a strong preference for this kind of development, while the Seniors responded with a greater "Not at all Important' than "Very Important". CUESTION. How Important w ould a Downtown Pedestrian Mall be to making Jefferson City more attractive to you for lifestyle and entertainment and tourists visiting Jefferson City? Let's start with: Is this 'vsry im ortant", -Somew hat im portant", or -Not at all Important-. ' - - rail.':;. U.nder135--V XSM - '95•$4-9oome ,pa _Rstc[nt:. N _._ -" J3ml7eT;d Qerc -: . Very 247 41.0% 93 78 27.3% S am even al 235 39.0% 92 44.2% 89 34.9% 54 38.8% Not at All 109 18.1% 20 9.5% 48 18.0% 43 30.9% NAIRAIDK 11 1.8% 3 1.4% 4 1.6% 4 2.9% Totals: 802 100.0% 208 100.0% 255 100.0% 139 100.0% Importance of Pedestrian Mall by Aye Group 0.0% 5.096 10.0% 15.0% 20.0% 25.0% 30.0% 35.0% 40.0% 45.0% 50.0% Very Somewhat Not at All ■Overall =Under 35 C335.54 C3F 13r. Desarlptlan:-OS.ntpwn Pedestrian Moll' Is a caw binsdon of historic.entertainment,and cultural stDSCdon scevitles with walkways and shape fortourlaw, conferences,and businesses.A Specific designated area would have no eslllc on IL A in coal an tenth*sim liar b St. Charles.Denver.San Antonio,Sotto n,etc E UPSCA E TOWN=_S� .;�When responding to the importance of an "Upscale Town Square/Center" adding to alternative lifestyle options for Jefferson City/Cole County, the response for all age groups was "Not at all Important" (45%) with only 13% responding "Very Important". Q U STio N: How im a0 rte nt w ou ld an Upsoa le town sous to l..n ter be to makina J•ff•too n City mar* attractive to YOU for West,]. and sntertainmantand tourists visiting Jeffers.. Cily7 Let's ate rt with: is this 'very ire port.nY. -SOm•w hat im polls rat-, ar -Net at all lie cement-. Ve ]9 13.1% 30 11.1% 31 12.2% 16 12.9% em eve hat 210 39A% It 16.6% 101 31.6% 12 30.2% N of at All 2]2 1 41J% 70 1 54.7% -- NAIRAI K 11 1.6 1 1.0% 1 1. 3 2.2% T eta la: / 3 100.0% 235 1 1 100.0% Ion portends of Pedestrian Mall by Aye Group 0.0% 10.0% 20.0% 30.016 40.0% 50.0% 60.0% Very so.ow hot at All 00orall MUnd.r35 C335-54 tnOver54 o.acrual..:•upscsu To.. agur.rc•aur u as are. .00 eta n•od .P.r ..0 lea Dlatep restaurants and shops --and apPSau to renters wno ..nun alternative lifestyle set are Und allows <awwales eed wantto live In close proaimnyto shops.restaursnts.and _ $allies,. Growth Services©2003 62 SECTION IV RETAIL MARKET STUDY HOUSEHOLD PHONE SURVEY Jefferson City Area Chamber of Commerce Contact: Missy Bonnot, Vice President Economic Development Jefferson City Area Chamber of Commerce 213 Adams Street, PO Box 776 Jefferson City, MO 65101 Phone: (573)6343616 Fax: (573)6343805, (800)345-1191 Website: www.icchamber.ore Email: missybonnot @jcchamber.org October 2003 ERA NvaW by EA"Ed"Munn,CED,GROWTH SERVICES,P.O.Baas 105093,Jeffu City,MO 65110,(573)635-7723 FAX(573)7614VI,edm(duowtlnavim. Web Site:w .uowlhsmias.ore 63 TABLE OF CONTENTS I. INTRODUCTION 65 H. EXPERIENCE AND RvIPRESSION OF SHOPPERS & VISITORS A. Importance of Shopping Characteristics 67 B. Satisfaction of Dining Options 70 C. Satisfaction of Shopping Options 70 D. Satisfaction of Services Options 71 III. TRIP FREQUENCY BY SHOPPERS AND VISITORS A. Jefferson City/Cole County from Other Areas 72 B. Attractions and Events 73 C. Specific Shopping Areas 74 D. Major Markets Outside Jefferson City/Cole County 75 E. Frequency In Relation to One Year Ago 76 F. Reasons for Increase/Decrease in Shopping 76 IV. DOLLARS SPENT AND AVAILABLE FOR SHOPPING AND RECREATION A. Shopping and Entertainment Dollars Spent in Jefferson City 77 B. Shopping and Entertainment Dollars Spent on the Internet 78 C. Relationship of Dollars Spent to Location of Residence 80 D. Income Available for Shopping and Recreation 81 Growth Services© 2003 64 I. INTRODUCTION In the Spring and Summer of 2003, the Jefferson City Area Chamber of Commerce (JCACC) and Growth Services conducted a comprehensive Area Retail Market Study in Central Missouri. The study consisted of ten counties located adjacent to or within a forty-mile commute of Jefferson City/Cole County. This report was developed to provide current information to decision- makers, stakeholders, and economic development officials to assist in making Jefferson City/Cole County a more attractive commercial center for shoppers and tourists and enhancing the quality of life for local residents. The other benefits of protecting and expanding retail trade include employment, sales, and local government sales tax revenues. This Household Phone Survey is the third component of the Retail Market Study. The other two components are: • Shopper In-Person Survey • Demographic Profile The purpose of Household Phone Survey of the Area Retail Market Study is to analyze the shifting retail shopping patterns and determine past and current trends. This information will be helpful for planners, developers, and marketers in evaluating the opportunities for retail trade retention and expansion in Jefferson City and Cole County. The findings from this survey are based on a random telephone sample of 548 adults living in 10 counties in Central Missouri. The survey was conducted in Growth Services © 2003 65 June 2003 using a Computer Assisted Telephone Interviewing (CATI) system. A total of 3358 households in the Central Missouri region were contacted. In 548 of these households an adult who does most of the shopping agreed to do the interview. When all 548 respondents are included in the analysis, the survey findings have a margin of error of 6%+. The margin of error for subgroups is larger. Growth Services, in cooperation with the Jefferson City Area Chamber of Commerce, developed the questionnaire to meet information needs normally not available through traditional methods. The methodology provides a means to ask questions of shoppers and visitors about their recent shopping experiences, dollars spent locally, satisfaction of dining, shopping and services options, attendance and visits to attractions and events and attraction to other major shopping markets. For purposes of this report the YXers are individuals under 35, Boomers are age 35 to 54, and Seniors are over 54, and may be slightly different from the official age categories considered in other market studies. Growth Services© 2003 66 II. EXPERIENCE AND IMPRESSION OF SHOPPERS & VISITORS A. IMPORTANCE OF SHOPPING CONSIDERATIONS The importance shoppers place on various attributes are important considerations where shoppers go to purchase goods and services. The attribute receiving the highest rating is 'Quality Merchandise' with an 87% rating. This was followed by ' Good Customer Service' at 85% and "Safety and Security" at 76% The lowest rating is 'Entertainment and Events" at 3C% While there is a difference in the age groups they are not significant with the exceptions of Parking & Accessibility where Seniors rated it at 76% compared to YXers at 57% and Boomers at 59%. CLESTICk Man choosing a sh in9 location how Nrportat ae the fdlohirg coreriaabors? VeryhratW Son-a"Inpatant N311atAlirripwart Wde mare of StoreslMamhari 5a9'/6 33.89/6 7.3% LaN P ices or Good Value 75.9% 19.9% 42% AtradiveDemrlCleanliness 64.6% 30.1% 5.3% CL"ity M310- ndse 88.5% 11.9% 1.6% GcodCulawrSaroo Fiiendinem 852°/6 131% 1.6% Qid(& to 60.6% 34.9% 4.6% Restarats You Like 50.996 327% 16.4% Erterta rrTai&Everts 30.0% 428% Z7.3% SafeySeasty 753% 1112% 5.5% Parldrigi BAcesatil' 60.1% 32596 7.3% Frpxbnoe Rating d SN)gw Pndx&s rrsmn t GmEbvcftwdooa.q a9grRg kcaknhv nj..kv1aretkdcw90Ted9iv6? ortlsa hZatat Qe[y AHVadf i __e 3MMM I 9f4ylsguty .;...,.:. . ... .ter ! .-._:.__ .�_..,s.n. .. ...:.::.- _ .• 5976 LD Rmac=Vae 4716 53% QjCc8.rSy1D3W 4916 7 , i I WbVa6yd 9oasrWCB-dw _�.^.�-�.x:.a�mx.m:,.:� .; -.,�...,..a._....................... ra�fa1sYwUe alumYnct&5s6 - .r.-. 096 1096 3A6 �!6 4716 X16 ®f6 7096 aAb � t� Growth Services© 2003 67 QUESTION: When choosing a stropping location, how inporta t are the following considerations? Wide Vari ety of Stores/11Aerchandise Overall Urttieer 35-YXers 35-54-Boomers Over 54-Seniors Nmber Percent, Nmber Percent Number Percent Ninber Percent Very I mportant 323 58.9% 114 63.3% 175 57.9% 34 51.5% Somewhat Important 185 33.8% 60 33.3% 100 33.1% 25 37.9% Not at All Important 40 7.30/6 6 3.3% 27 8.90x6 7 10.6% Totals: 548 100.0% 180 100.036 302 100.00x6 66 100.0% Low Prices or Good Value Overall Under 35-YXers 3554-Boomers Over 54-Seniors N Tdx r Percent Nmber Percent Nuriber Percent Nmber Pen mnt Very Important 416 75.9% 141 78.3% 224 74.2% 51 77.3% SomeM-a Important 109 19.90/0 32 17.8% 66 21.9% 11 16.7% Not at All Important 23 4.2% 7 3.9% 12 4.00/6 4 6.1% Totals: 548 100.0% 180 100.0% 302 100.00A 66 100.00 Attractive Decor/Cleanliness Overall Urdw 35-YXErs 3554-Boomers Over 54- Seniors Nmber Peroent Nmber Percent Nmber I Pervert Nmber Percent Very I mportard 354 64.60/6 116 64.40A 187 61.9% 51 77.3% Somenhat Important 165 30.1°� 53 29.4°h 100 33.1°/6 12 18.2% Not at All Important 29 5.3°/6 11 6.1°/6 15 5.0% 3 4.5% Totals: 548 100.0% 180 100.00/6 302 100.0° 66 100.0% (duality Merchandise Overall Under 35-YXers 3554-Boomers Over 54-Senors Nmber Percent Nmber Percent Number Percent Number Percertt Very I mportart 474 86.5°x6 147 81.7% 266 88.1% 61 924% SomeAhat Important 65 11.90x6 30 16.7% 31 10.30A 4 6.1% Not at All Important 9 1.60A 3 1.7% 5 1.7°x6 1 1.5% Totals: 548 100.00/6 180 100.00A 302 100.0% 66 100.00x6 Good Customer Service/Friendliness Overall Under 35-YXers 3554-Boomers Over 54-Senors Nmber Percent Nmber Percent Nmber Percent Nmber Percent Very Important 467 85.20A 149 828% 263 87.1% 55 83.3% Some4-iat Important 72 13.1% 29 16.1% 34 11.3% 9 13.6% Not at AI I Important 9 1.60/0 2 1.1% 5 1.70/6 2 3.0% Totals: 548 100.0°A 180 100.00A 302 100.00/6 66 100.0% Growth Services ©2003 68 •' • a :•• c • a im.ERM-M •r. : ©•: 111' . :1 111' . '11 11 •' . i• 111' . W-6 mg, .• /. �. 3f 11!•1 -•. •1���� �� • r. 111'.®:1 111' . '/1 111• . C• 111' . r. � =\ 11!•.1-1. ©��� "`SjL'1®� • r. �•. 11 /' .�./ 111' . '1/ 111• . i• S�/ VV c• :u a • s a Ik • r. � 111' . 111' . '11 111' . i• 111' . -®® • • a :•• a • a a • r. � /1 /' .� 111' . // 1/ /' . �• 111' . B. SATISFACTION OF DINING OPTIONS" Seniors (55%) ranked the dining options more favorably than either the Boomers (52%) or the YXers (48%). The household shopper rated the dining options weaker than stores or services. QUESTION: On a scale of one to five, how satisfied are you with the dining options in the Jefferson City Area? Overall Under 35--YXers 35-54 --Boomers- Over 54--Seniors Number. Percent Number Percent Number Percent. Number Percent 1 -- Not at all Satisfied 23 4.2% 5 2.8% 13 4.3% 5 7.6% 2 47 8.6% 21 11.7% 23 7.6% 3 4.5% 3 136 24.8% 50 27.8% 75 24.8% 11 16.7% 4 137 25.0% 49 27.2% 76 25.2% 12 18.2% 5 -- Extremely Satisfied 142 25.9% 37 20.6% 81 26.8% 24 36.4% NA/RA/DK 63 11.5% 18 10.0% 34 11.3% 11 16.7% Totals 548 100.0% 180 100.0% 302 100.0% 66 100.0% Satisfaction Ratings by Age Group 0.0% 5.0% 10.0% 15.0% 20.0% 25.0% 30-0% 35.0% 40.0% 1 -- Not at all Satisfied 2 4 5 -• Extremely Satisfied � DOverall ■Under 35 035-54 OOver 54 C. SATISFACTION OF SHOPPING OPTIONS Boomers (60%) ranked the shopping options higher than Seniors (56%) and YXers at 52% . The YXers (14%) had the highest unfavorable ratings. QUESTION: On a scale of one to five, how satisfied are you with the shopping options in the Jefferson City Area? Overall Under 35 -YXers 1 35-54 - Boomers I Over 54-Seniors Number Percent` Number Percent Number Percent<--- Number Percent 1 -- Not at all Satisfied 13 2.4% 5 2.8% 3 1.0% 5 7.6% 2 49 8.9% 20 11.1% 26 8.6% 3 4.5% 3 140 25.5% 50 27.8% 75 24.8% 15 22.7% 4 169 30.8% 55 30.6% 103 34.1% 11 16.7% 5 -- Extremely Satisfied 144 26.3% 39 21.7% 79 26.2% 26 39.4% NA/RA/DK 33 6.0% 11 6.1% 16 5.3% 6 9.1% Totals 1 548 100.0% 180 100.0% 302 100.0% 66 100.0% Satisfaction Ratings by Age Group 0.0% 5.0% 10.0% 15.0% 20.0% 25.0% 30.0% 35.0% 40.0% 45.0% 1 -- Not at all Satisfied 2 3 4 i 5 -- Extremely Satisfied ®Overall ■Under 35 035-54 t3over 54 Growth Services © 2003 70 D. SATISFACTION OF SERVICES OPTIONS j The Services options showed the Boomers (60%) favorable rating followed by Seniors (56%) and the YXers at 56%. OI.ESTION 1]n a scale of one to five, how satisfied are you with the services options In the Jefferson city Area? 0�ffa1l Linder 35—YYers 35.54—Boorrie s 0�er 54—Seniors Specift R+Pose T55 t Nirber Percent Nrrtber Percent Number Pement 1 —Not at ail Satisfied 5% 1 0.6% 5 1.7% 2 3.0% 2 8% 12 6.7% 14 4.6% 6 9.1% 3 0% 35 19.4% 50 16.6% 8 121% 4 9% 59 328% 91 30.1% 14 21.2% 5—E)drerrrely Satisfied 3% 42 23.3% 90 29.8% 23 34.8% WRACK 5% 31 17.2% 17.2% 1 197% Totals 0% 1801 100.0%1 3121 100.0% 66 100.0% Satisfaction Ratings by Age 401111 0.No 5.0% 10.0% 150% 20.0% 25.0% 30.0% 35.0% 40.0% 1 —Not at all Satisfied 2 3 4 5—Ummely Satisfied ®Overall ■Urider 35 o 3654❑O"54 Growth Services Cc 2003 71 III . TRIP FREQUENCY BY SHOPPERS & VISITORS A. JEFFERSON CITY/COLE COUNTY FROM OTHER Afit ,. j Seniors (55%) made the greatest number of trips to the Jefferson City area with the Boomers (47%) second and the YXers (42%) last. All residents of Jefferson City are included in the over 20 trips. QUESTION: Within the past three months, how many trips have you made to the Jefferson City area Tor shopping, dining, services or attractionslevents? Overall Under 35-YXers 35-54-Boomers Over 54-Seniors Number Percent Number Percent Number Percent Number Percent None 49 8.9% 14 7.8% 28 9.3% 7 10.6% 1-5 165 30.10/6 68 37.80A 83 27.50A 14 21.2% 6-10 47 8.6% 14 7.8% 30 9.9% 3 4.5% 11-15 23 4.2% 4 2.2% 16 5.3% 3 4.5% 16-20 11 2.0% 5 2.8% 3 1.0% 3 4.5% Over 20 253 462% 75 41.7% 142 47.0% 36 54.5% Totals 548 100.0% 180 100.0% 302 100.0% 661 100.0% Trips to Jefferson City by Age Group Over 20 16-20 11-15 times 6-10 times 1-5 times - None 0.0% 10.0% 20.0% 30.0% 40.0% 50.0% 60.0% 0 Overall ■Under 35 035-54 0 Over 54 Attraction Index Attraction Areal More same Leas Index The Overall Index for the "Ten Overall 119 361 68 1.10 County Area: is 1.10, which Osage 8 27 0 1.23 projects a positive current and Cole 38 96 11 118 near-term shopping environment Callaway 18 51 10 1.10 and a potential capture of Moniteau 8 32 s 1.07 market share from other areas. Boone 17 68 15 1.02 cooper 6 111 5 1.05 The only two counties with an Manes 4 15 3 1.05 index of less than one are Miller Gasconade 4 23 4 1.00 and Morgan Counties. The Miller 10 26 9 1.02 county with the highest index is Morgan 6 12 s 1.04 Osage County and then 65101 17 27 6 1.22 sslos 19 ss a 1.16 followed by Cole County. Rating Indexes over 1 indicate strengths and under 1 indicates weaknesses Multipliers: More= 2, Same= 1, Less = 0 Growth Services © 2003 72 B. ATTRACTIONS AND EVENTS Movie Theaters are the major attraction for respondents as a whole and the YXers. while the Boomers and the Seniors rank it number 3. The State Capitol is the top attraction for the Boomers and Exhibits; Fairs and Festivals are the top attraction for Seniors. A large percentage did not answer this question possibly due to the distance and local attractions in their home county or community keeping them occupied. QUESTION: Besides shopping, dining and services, what other attractions and/or events have u attended or visited In Jette rson City during the past ear? -Specific Purpose Overall Under -YXers 1 3554- Boomers Over 54-Senors Nun ber percent Number Percent Number Percent Number Percerd Arts 8 Crafts Evens 153 27.9% 31 17.2% 98 32.5% 24 36.4% Uve Theater 69 126% 9 5.0% 44 14.6% 16 24.2% Live Concerts/Bands 36 6.6% 12 6.7% 21 7.0% 3 4.5% Museums 33 6.0% 11 6.1% 18 6.0% 4 6.1% Libraries 51 9.3% 8 4.4% 35 11.6% 8 12.1% State Capitol 191 34.9% 61 33.9% 114 37.7% 16 24.2% Other State Offices 98 17.9% 24 13.3% 60 19.9% 14 21.2% Colleges and Universities 34 6.2% 15 8.3% 16 5.3% 3 4.5% Move Theater 210 38.3% 90 50.0% 98 32.5% 22 33.3% Sporting Events 78 14.2% 24 13.3% 46 15.2% 8 12.1% Clubs/Bars 48 8.8% 22 12.2% 18 6.0% 8 12.1% Historic TounsNisits 42 7.7% 18 10.0% 6 2.0% 18 27.3% Specific Exhibits/Fairs /Festivals 194 35.4% 60 33.3% 102 33.8% 32 48.5% NA/RA/DK 152 27.7% 52 28.9% 81 26.8% 191 28.8% Totals 1389 •253.3% 437 ••242.8% 757 •••250.7% 1951-295.5%] Percentage based on overall respondents of 549 Percentage bases on Boomer respondents of 302 •' Percentage based on YXer respondents of 108 Percentage based on Senor respondents of 99 Attractions/Events by Age Group 0.0% 10.0% 20.0% 30.0% 40.0% 50.0% 60.0% Move Theater Specac 6[hbds/Fars/FestHals �.. State Carted Arts 8 Crafts Events Other State Offces Sporarg Events LMe Theater Lbrares Clubs/Bars Hstorc ToursNsts LNe ConcertsfBsnds Coleges and UnNerstes Museums NA/RA/DK ®Overall o Under 35 ❑3554 ❑Over 54 Growth Services © 2003 73 C., SPECIFIC,SHOPPING AREAA. The shopping areas, as selected by the household respondents, receiving the most visits during the last three months were the Capital Mall and Wal- Mart/Target with 73.5% and 67.9%. The Seniors selected Wal-Mart/Target 73% over Capital Mall 62%. QUESTION: Thinking specifically about trips to Jefferson City, which of the following stores or shoppi ng areas have you visited in the last three months? Overall - Under 35-YYers 35-54- oorners I Oew 54-Seniors Number, Percent „ Number Percent Number Percent Number Percent Capital Mall/Sears/ Penney's/ Dillards/Gap 403 73.5% 137 76.1% 226 74.8% 40 60.6% Downtown/Old Munichburg/ Saffee's/Central Dairy 162 29.6% 41 22.8%1 89 29.5%1 32 48.5% East End/Gerbes/Dollar GeneraU Banking/ Services 142 25.9%1 51 28.3% 74 24.5% 17 25.8% W ildwood Crossing/Lowe's/ Old Nayr/Shoe Carnival 330 60.2% 120 66.7%1 173 57.3%1 37 56.1% Missouri Bled/ Staples/ Applebee's / Kinkos/Schnucks 241 44.0% 63 35.0% 144 47.7% 34 51.5% Super Wal-Mart/ Target 372 67.9% 121 67.2% 203 67.2% 48 72.7% Other 94 17.2% 5 2.8% 5 1.7% 56 84.8% Totals 1744 •318.2% 538 "298.9%j_914j-30Z6%j 264 400% FLrcertage based on overall respondents of 548 ••' Percentage based on Boomer respondents of 302 •• Percentage based on YXer respondents of 108 •••"Plercertege based on Senor respondents of 66 Shopping Areas Visited by Age Group I 0.0% 10.0% 20.0% 30.0% 40.0% 50.0% 60.0% 70.0% 80.0% go.0% CVifal Mall5ers/finey / .. •._'•^ '„. ..-..... ,..,-._..,. ._............. DYlaids.Gap SperW aI Mart/TagU Naiy51o3 C.W Kirkos/SClnsl¢ OoeraOereOltl MlrielCvg/Srtfx a/ Cv Derry Eat Erld.CtrEa/D011a Greral/ - 9aM4g/Seneca M 011erall ■Under 35 ❑3554 17 6W 541 Growth Services © 2003 74 D MAJOR MARKETS OUTS�D,_,�JE�fFERSOO CT1l�C v. The major shopping markets visited by household respondents in the ten county area were Jefferson City (64%), Columbia (45%), Factory Outlet Mall in Lake Ozark (30%), St. Louis (24%), Kansas City (15%), and Springfield (13%). The order of visits to other shopping markets was the same for all three age groups. QUESTION: In the past three months, have you been to any of the following shopping markets? O%end I Linder 35-Y)feis 35-54-Boomers, --Oyer 54=Seni Netter Percerd lNurribeir Percent: Number - Percent Nurrber. Percert' Factory Outlet Mall in lake Ozark 163 29.79/6 61 33.99% 81 26.8% 21 31.8% Stores or shopping in Columbia 240 43.8% 80 44.4%1 136 45.09% 24 36.4% Stores or shopping in Jefferson City 349 63.7% 111 61.7% 198 65.6% 40 60.6% Stores or shopping in Kansas City 80 14.69/0 26 14.49/0 45 14.9% 9 13.6% Stores or shopping in St.Lous 133 24.39% 571 31.70/61 611 20.2% 15 22.79% Stores or shopping in Springfield 69 12.6% 24 13.39/0 37 12.39% 8 12.1°% Totals 1034 -188.79% 359 "199.4% 558 "'184.89/0 1171-177.3% Percentage based on av l respondents of 548 "' %certage based on Boorml respondents of 312 Fkrcertage based on YXer respondents of 108 ""Rercertage based on Senor respondents of 66 Visits to Major Markets by Age Group 0.0% 10.09% 20.09% 30.09% 40.0% 50.09% 60.09% 70.09/6 Stores or shopping in Jefferson City Stores or shopping in Columbia Factory Outlet MadI in lake Ozark Stores or shopping in St.Louis Stores or shopping in Kansas City i Stores or shopping in Springfield - -` 3O Owatl lkxkr 35 O 3.r` 54 O c "'I Growth Services ? 2003 75 E. FREQUENCY IN RELATI ( Of all the households responding to the survey, 22% indicated a greater frequency in shopping in Jefferson City than a year ago, while 12% indicated they shopped less often in Jefferson City. c U E STIO N: W cold you say In.I you are shopp Irg J.if.rten CIty 'In ore oft.n', -1.ss often-, or about the name •sa year s o? -' OVe ratl- Un der 35 - YIIers '35-54 '-Boomers Over 54r-Senfors Number. Perurat Number Percent N.umberl:- Percent!.: Nuselli a_.v P.ercant M ore often 119 2L]% 50 27. 62 20.5% 7 10.6% Les. oRen 68 12.4% 28 15.6% 33 10.9% 7 10.6% Same 1.1 65.9% 102 56.7% 207 68.5% 62 78.8% Total. 548 100.0% 180 100.0% 302 100.0% 88 100.0% Shopping Frequency by Age Group Sam. Lee. often More often 0.0% 10.0% 20.011, 30.0% 40.0% 50.0% 60.0% 70.0116 80.0% 90.0111. Overall MUnder36 [335-54 E30;W 54 F. REASONS FOR INCREASE/DECREASEIN SHOPPING The primary reason for shopping more or less often in Jefferson City is a move to another location. The second most important reason is a lifestyle, family, or income change. Store selection or new store options were other reasons for an increase or decrease in shopping in Jefferson City. Most respondents did not answer the question since they answered the previous question the "same". QUESTION: W hy are you opping more onenfless often? Overall Under:35 -YXersn 1 35-54 - oomoril ."I,54-Senlor Number ;Percent Number Peroentt,:NUMIli Percent °Number Peraentl Location/moved 72 13.1% 37 20.6% 30 9.916 5 7.8% Lifestyle/famll lincome change 35 8.416 6 4.4% 21 7.0% 6 9.1% Stare selection 25 4.6% 7 3.9% 17 5.6% 1 1.5% Malls, shopping center 4 0.7% 2 1.1% 2 0.7% 0 0.0% Sefety/securdy 1 0.2% 1 0.8% 0 0.0% 0 0.0% New store options 22 4.0% 10 5.0% 11 3.0% 1 1.5% Prefer less travel time 17 3.1% 9 5.0% 7 2.3% 1 1.5% Work related 1 0.2% 1 0.6% 0 0.0% 0 0.0% Attraction/events 14 2.8% 4 2.2% 10 3.3% 0 0.0% NA/RA/DK 357 85.1% 101 58.1% 204 67.5% 52 78.8% Totals: 548 100.0% 180 100.016 3021 100.0% 88 100.0% Reasons for Shopping more Aess Often by Ape Group 0.0% 10.0% 20.0% 30.0% 40.0% 50.0% 60.0% 70.0% 80.0% 90.0% Locationlmoved Lifestyle/family/income change Store selection 1 Malls, shopping center Safety/security New store options Prefer less travel time I I Work related C:e Attraction/events NA/RA/DK mOverall asUnder 35 036.54 oOvar 54 Growth Services © 2003 76 IV. DOLLARS SPENT AND AVAILABLE FOR SHOPPING AND RECREATION A. SHOPPING AND ENTERTAINMENT DOLLARS SPENT IN JEFFERSON CITY Four percent of all the household respondents in the ten county area do no shopping or spending in Jefferson City/Cole County and another 50% spend less than 40%. This compares to 22% overall spending over 80% for shopping and entertainment in Jefferson City/Cole County. The preference of the shopping public in spending their dollars in Jefferson City/Cole County is least with YXers, grows stronger with Boomers and is the strongest with the Seniors. QUESTION:Apprwdnately what percent of your total shopping and grtertaircrgrt dollars are spent in Jefferson Wcole OWWA Under35—YXeas 35-54—Boorras Over 54—Seri= Nunber Percent Number Percent Nurba Pwwt Nurber %wrt 1-20% 228 41.60/c 87 48.3' 122 40.40/ 19 28.80/C 21-40% 46 8.40% 19 10.6 DA 22 7.30/ 5 7.6D 41-0% 57 10.40A 11 6.10 38 lZeA 8 121° 61-00/0 78 142DA 23 1280A 43 142% 12 1820 81-100% 118 21.5° 18.9°/ 66 21.9° 18 27.30 No dollars in 1C 21 3. 3.30 11 3.60/ 4 6.10/ Talals 5481 100.0° JEq 100.0° 100-ON 661 100. Percentage of Dollars by Age Group 81-100% " - 61 41-(r/6 21-403/u — 1-200/0 None I _ 0.00/0 10.00/0 Z.0% 30.0% 40.0% 50.00% 60.0% ■Omd ■UxW 35❑35,54 O Over 54 Growth Services©2003 77 B. SHOPPING AND ENTERTAINMENT DOLLARS SPENT ON THE INTERNET Spending on the Internet is growing rapidly and will impact shopping patterns and sales tax revenues in the future for communities. YXers (48%) participate on the Internet at the highest level, while Seniors 29% participate and spend the least on the Internet. Boone County, at 71%, has the highest participation rate for shopping on the Internet, while Miller County 24% has the lowest. The participation rate for Cole County is 41%. The more populace and younger a county's population, the greater the participation in shopping on the Internet. Respondents in more rural counties with older population levels tend to shop less on the Internet. QLESnCN PpprotansWy what powt d yorr trial shoppirg and ert6erfaimert datars ae spent«, the lrtte rrrd? overall thder35-YXers 1 3654-80weis.;, Orer54-Serial Nrrber P3oert Nrrber P3cat Nrrba PaDat Umber pate t 1-101/0 188 34.30/ 0 36.1% IN 35.4°/ 16 2429/ 11-2U1/o 40 7.30/( 1 &9°/ 23 7.@'/ 1 1.51/ 21—30'/o 11 20°/ 1.1 7 23°/ 2 3.0°/ 31-40% 4 0.70/ 1.1 2 0.7% 0 0.0°/ 0&W409/6 3 0.51/( 1.10/ 1 0.3°/ 0 0.0°/ Nee 3021 551°/ 51.7°/ 1 53. 47 71.2°/ Totals 100.0°/ 1p 100.0' 100.0'/ 100.00/ Fmmtage of Dollms by Age GuW Over 40% 1 31—4006 21—30'/0 ; 11-20% 1-10'/0 M. {i Nxte 0.0% 10.No 20.0% 30.01/6 40.0% 50.0% 60.01/6 70.0% 80.0% ©Oiaail �lhdr 35 03554 0 O.er 54� Growth Services © 2003 78 G) —�- 2et2 z Boone m 2 a � j , pm ¥ 7 2 / § Callaway ■ , � , � @ � o i me # PPPP * a £ E \ � @ope. � \ __, \ \ P Pf44 OIL & Gasconade Maries ) m- \ r / � \ � z w , P / m ; a $ s R A"_ ^ % § , � � : � % : Morgan \ § PP - , 42 Osage d 8 tj P tj } © \ \ \ Overall § vAww * mE C. RELATIONSHIP OF DOLLARS SPEN140 LOCO +1 : . RESIDENCE,.. �. . . .. In this survey of household residents the shopping preference indicated four counties drawn to other major markets in greater frequency than Jefferson City. They were Boone County with a higher preference to St. Louis, Cooper County to Columbia, Gasconade County to St. Louis, and Miller County to Lake Ozark. Boone County had the lowest draw to Jefferson City followed by Cooper County. QUESTION: In the past three months, have you been to any ofthe following shopping markets? (shown by county of residence) Lake Ozark Columbia IJefferson City Kansas City. St..Louis Springfield. Overall 29.7% 43.8% 1 63.7% 14.6% 24.3% 12.6% Boone 22.7% 67.0% 1 27.8% 19.6% 33.0% 8.2% Callaway 11.4% 39.2% 1 51.9% 8.9% 16.5% 3.8% Cole 30.6% 36.8% 94.4% 17.4% 22.2% 11.1% Cooper 27.3% 90.9% 50.0% 22.7% 4.5% 9.1% Gasconade 7.1% 28.6% 57.1% 7.1% 64.3% 10.7% Maries 40.9% 40.9% 90.9% 9.1% 40.9% 40.9% Miller 82.2% 28.9% 80.0% 13.3% 22.2% 20.0% Moniteau 28.9% 48.9% 91.1% 11.1% 8.9% 20.0% Morgan 52.2% 26.1% 69.6% 17.4% 4.3% 17.4% Osage 17.1% 31.4% 94.3% B.6% 31.4% 11.4% Other 37.5% 25.0% 37.5% 25.0% 25.0% 25.0% 65101 28.0% 30.0% 100.0% 12.0% 14.0% 10.0% 65109 36.7% 43.0% 100.0% 21.5% 27.8% 11 .4% Percent of Dollars Spent in Jefferson City/Cole County by County of Residence Boone Callamy Cole Cooper Gasconade Maries Miller Moniteau Moroan osaoe Overall None 11.3% 2.5% 0.0% 22.7% 0.0% 0.0% 2.2% 0.0% 8.9% 0.0% 3.8% 1 -20% 81.4% 48.1% 5.6% 63.6% 89.3% 40.9% 55.6% 20.0% 43.5% 17.1% 41.6% 21 -40% 4.1% 11.4% 2.8% 91% 3.6% 27.3% 20.0% 8.9% 21.7% 2.9% 8.4% 41 -60% 3-1% 12.7% 7.6% 4.5% 3.6% 13.6% 6.7% 26.7% 21.7% 17.1% 10.4% 61 -80% 0.0% 15.2% 26.4% 0.0% 0.0% 18.2% 8.9% 33.3% 0.0% 14.3% 14.2% 81 -100% 0.0% 10.1% 57.6% 0.0% 3.6% 0.0% 6.7% 11.1% 4.3% 48.6% 21.5% 100.0% 100.0% 100.0% 100.0% 100.0% 100.0% 100.0% 100.0% 100.0% 100.0% 100.0% Percent of Dollars Spent In Jefferson CltyfCole County by County of Residence 100% _ ...a 90% 80% �- 70% 60% - 50% 40% 30% 20% _: _.. .. 10% 0% o 0 m m co m o m = m o m mo m U O co U U 0 O b m U 10 No dollars spent at all ■1 to 40 percent O41 to 80 percent O61 to 100 percent Growth Services © 2003 80 D. INCOME AVAILABLE-FOR SHOPPING AND-RECIIE The Household Survey for the ten county area indicates that 68% of all households have incomes over $35,000 per year. Boomers have the highest number of households with incomes over $35,000 (72%), followed by YXers at 63% and the Seniors at 60%. Over 8% of the Boomers households have incomes over $100,000. OLIESTM Which of the following ranges best mixeserrtsyo rtotal household income before taxes? olArall Uuder35-Y>Isrs . 3564-eoorrers I OAr54=serias Nnba P=W Nirber Pawt Umber Powt'- Ntrtw Pacat below$20,00 57 10.4% 2B 15. 19 fi 10 152% $20,000-$34,999 93 17.ffl6 30 16.7% 53 17.5% 10 15.2% $35,000-$49,999 100 18.2% 38 21.1% 53 17.5% 9 13.61/o $50,OOD-$74,999 12B 23.4% 43 23.9% 71 23.5% 14 21.2°/6 $75,000-$99,999 52 9.6 11 a 1%1 36 11.9° 7.6% $100,000-$124,000 2D 36% 1 1.7%1 1 5.0% 4 30% $125,000-$149,999 1 0.2% 00% 1 03% 0 0.0% $150,000 or more 11 20% 1.1 31 0 0 NWRPJCK 85 15.7% 13.9%1 45 14.9%1 16 24.2% Totals 548 100.0° lEq lMMq 352 10O 100. Available Income by Age GOuQ 0.()P/O 5.00/0 10,NO 15.0% 20.0% 25.0% 30.0% beiav$20.000 $20,000-$34,999 $35,000-' ,999 $50,000-$74,999 $75,000-$99,999 $100,000-$124,000 $125,00-$149,999 - $150,000 or rfnre - N4/Rf�C1C - ■Oerd■lllder35❑3554 OOker54 Growth Services© 2003 81 a; .n 0 a a� ti a� 's cn O O dD Q a� O cn .. s i� JEFFERSON CITY AREA CHAMBER OF COMMERCE TABLE OF CONTENTS I. ACKNOWLEDGEMENT 1 II. THE PLANNING PROCESS 4 III. VISION, MISSION AND GUIDING PRINCIPLES 6 IV. GOALS, OBJECTIVES AND STRATEGIES 7 V. ATTACHMENTS 16 A. Demographics A-1 B. Contiguous State Capital City Comparisons A-2 C. Regionalism A-3 D. Partnerships and Advocacy A-4 E. Jefferson City Location Attributes A-5 F. Strengths, Weaknesses, Opportunities and Threats A-6 G. Site Selection Factors A-10 Area of Influence MSA's & Economic Area —M k 1 4 *4- LaMPM ACKNOWLEDGEMENT We wish to thank the 2003 Board of Directors of the Jefferson City Area Chamber of Commerce, who recognized the need to re-evaluate the vision of the chamber and create a path to the future. In June, 2003, the board voted to commission Growth Services, Inc. to serve as the Vision Plan facilitator. The board is also commended for having the wisdom to see that it was needed and providing the leadership to commit the vision to reality. We thank the members of the Vision Plan Committee. They are recognized leaders of the chamber and our community. This "blue ribbon" group provided the creativity and commitment necessary for successful "visioning". Their work has culminated in a vision plan to serve as a true roadmap to a prosperous future. We are also indebted to our membership. As with any community's business association, our success depends on our members. Their collective voice leads us into the future and provides the community support that is vital for continued growth and success. Without effective members, leadership is stifled and vision rarely fulfilled. t JEFFERSON CITY AREA CHAMBER OF COMMERCE Executive Committee Duane Schreimann, Chairman (04) Mike Kehoe, Chairman-Elect (05) Schriemann, Rackers, Francka & Blunt, LLC Mike Kehoe Ford Louis A. Landwehr, Treasurer (03) Dot Baker, Treasurer-Elect (04) Winter-Dent & Company Naught-Naught Insurance Charles A. Weber, Chairman-Emeritus (03) Central Bank Board of Directors Linda Bax (06) Scott Boltz (06) Classic Travel, Tours & Tanning Premier Marketing Group Dr. Donald Claycomb (04) Dan Eiken (05) Linn State Technical College SAMCO Business Products Bernie Fechtel (05) Mike Forck (X) Fechtel's Beverage and Sales, Inc. County of Cole J.J. Gates (03) Carol Griffin (05) City of Jefferson — Dept. of Parks and Rec. Ken Otke Construction Company, Inc. Dr. David Henson (X) Cathie Hirschvogel (05) Lincoln University RE/MAX Jefferson City Dennis Hughes (04) Jackie Jackson (05) Helias High School Missouri Dept. of Conservation Dr. Bert Kimble (X) Clyde Lear (04) Jefferson City Public Schools Learfield Communications, Inc. Alice Longfellow (03) Zoe Lyle (04) Longfellow's Garden Center, Inc. Missouri Optometric Association Darfa Porter (06) Mary Phillips (03) Modern Litho-Print Company Treece-Phillips Mayor John Landwehr (X) Edward "Chip" Robertson (04) City of Jefferson Bartimus Frickleton & Presley Dr. Winston Rutlege (06) Gaye Suggett (06) Michael W. Prenger Family Center Ameren UE 2 Daniel R. Roling (05) Dan Westhues (06) Ray Roling and Son Construction Central Bank Company, Inc. Janet Wear-Enloe (03) Brian Welch (03) Jefferson City Medical Group Nicklas Financial Companies Gary Wilbers (04) Randy Weaver (X) Mid-America Wireless Jefferson City Jaycees Ron Williams (03) Jackie White (X) Scholastic, Inc. State of Missouri, Office of Admin Chamber Staff Don E. Shinkle President/CEO Susan K. Albert Angela Baugher VP, Membership & Marketing VP, Finance Kathy A. Stockman-Ordway VP, Business Education & Training VP, Economic Development Janice Bardwell Kristen R. Dreher Receptionist/Administrative Assistant Finance Assistant Dana Struemph Janelle Wilbers Membership & Marketing Assistant Admin Assistant, Education & Membership THE PLANNING PROCESS The key to the planning process was the Jefferson City Area Chamber of Commerce's Vision Plan Committee. Formed immediately upon project initiation, this committee represented all relevant Chamber interests and organizations in the Jefferson City area, including regional entities. The Vision Plan Committee met formally four times with many also participating in the Leadership Survey. The consultant/facilitation team obtained available reports, research, and other area information from Chamber officials and the official U.S. Census in order to prepare a background analysis of the Chamber and the local economy. This information was shared with the Vision Plan Committee to help participants identify potential development initiatives. A Leadership Survey was conducted electronically to obtain input about the Chamber and the Community. One hundred seventy-three (173) Chamber members responded to the survey and represented a broad sector of the membership (from large institutions to small businesses). Utilization of the survey minimized the amount of time in meetings, permitting better use of the Vision Committee's time. Perceptions from the survey were especially helpful in developing the SWOT (Strengths Weaknesses, Opportunities and Threats) and also assisted in identifying the key roles Chamber members perceive about the Chamber and other providers of business services. The four meetings were organized to review the background information about the Chamber and the community, develop the Vision, Mission and Guiding Principles, develop and prioritize the outcomes/objectives and strategies, and finally review the draft of the 1,000 day Vision Plan. The action steps for implementing the Vision Plan will be developed later by the board and the staff. Visionary Planners Jerry Benne Larry V. Brickey C&S Business Services, Inc. Central Missouri Professional Services, Inc. Dr. Donald Claycomb Dan Eiken Linn State Technical College SAMCO Business Products Mike Forck J.J. Gates County of Cole Div. Of Parks and Rec. Nancy Gratz Dennis Hughes Premier Bank Helias High School 4 Jackie Jackson Bob Jones Dept. of Conservation County of Cole James C. Jordan Mike Kehoe Property Research Company Mike Kehoe Ford Dr. Bert Kimble John Kuebler Jefferson City Public Schools Hendren and Andrae, LLC John D. Landwehr Clyde Lear Cook, Vetter, Doerhoff & Landwehr, PC Learfield Communications David Luther Linda McAnany Jefferson City Public Schools United Way of Central Missouri Harold McDowell Sharon Naught McDowell Realty Naught-Naught Insurance Dick Otke John Parker Dick Otke Construction Co. Septagon Construction Company Daniel R. Roling Dr. Winston Rutledge Ray Roling and Son Construction Michael W. Prenger Family Company, Inc. Center Duane Schreimann John J. Sheehan Schreimann, Rackers, Francka & Blunt LLC Williams-Keepers LLC Ed Stroesser Gaye Suggett COMMUNIQUE', Inc. AmerenUE Larry Vincent Brian Welch Nelson Vincent Insurance Nicklas Financial Companies Gary Wilbers Ron Williams Mid-America Wireless Scholastic, Inc. Consulting/Facilitation Team Growth Services E.A. "Ed" Martin Earl Cannon VISION, MISSION AND GUIDING PRINCIPLES Vision The Jefferson City Area Chamber of Commerce envisions an organization with strong leadership that supports business expansion and growth through economic incentives and strong partnerships within the community. We will be an organization that builds, retains. and attracts resources that benefit economic growth and enhance the overall quality of life and character of our community. Mission The Jefferson City Area Chamber of Commerce is a member-driven organization serving the community surrounding the capital of the State of Missouri. Our mission is to promote economic vitality and strength in the Jefferson City area and to be a leading public policy advocate for business people in the area; to provide valuable services to our members; and, to fully participate and partner in activities that improve the economy and quality of life. Guiding Principles The Jefferson City Area Chamber of Commerce shall operate under these guiding principles: ❑ We shall seek to enhance the economic well being of our members by promoting policies that foster a healthy business climate. ❑ We shall enhance the fiscal strength of the organization and will only initiate programs for which there is adequate funding. ❑ We shall enhance the unity and strength of the organization. ❑ We shall make decisions based on the long-term well-being and character of our community. ❑ We shall promote and partner with the Missouri Legislature, State, City and County governments acknowledging the importance of such partnerships to the members of the Chamber and the citizens of the area. :i We shall be responsive to the needs of our members and potential members with programs and initiatives of the quality and character which fosters value and pride. 6 GOALS, OBJECTIVES AND STRATEGIES The Vision Plan Committee designated six broad content areas to further categorize the outcomes/objectives in the 1,000 Day Vision Plan. In random order they are: • Membership Value/Enhancement • Quality of Life • Community/Area Development • Workforce and Education • Infrastructure/Transportation Improvement • Economic/Business Development These components reflect a clearer direction and focus for achieving the vision and mission with the Guiding Principles as a compass. With the supporting objectives and strategies, those six broad components become the goals to achieve the relative desired improvements or outcomes. From the operational level some of the objectives and strategies may appear duplicative. The next step for the Chamber will be to advance from the strategic level to the tactical level. The tactical level is where action or implementation of specific activities or tasks are designed designating who has the primary responsibility for what actions, with whom they should coordinate, when each action should be completed, and what resources are required for implementation. It is at this level that partnership arrangements and/or advocacy roles are determined to best achieve the desired result. In other words, the strategic level may not fit neatly into the current organizational structure: it is the tactical level where adaptations are made to the organization or the plan to achieve the desired results. I. MEMBERSHIP VALUEIENHANCEMENT OBJECTIVES: A. Communicate the direct and indirect benefits of Chamber membership for member retention. MEASURES: (a) Track members not renewing membership and the reasons why. (b) List the benefits of membership. (c) Monitor turnover ratios to measure improvement. STRATEGIES: • Solicit involvement and participation in Chamber activities in the early activation meetings. • Develop a CD from the Chamber Leadership with a uniform message of the importance of membership and make it a part of the orientation kit or meeting. • Relate the benefits from a personal, business and community perspective appealing to the various motives for membership. • Continue to solicit members who have dropped out. • Differentiate Chamber membership from other business type organizations. B. Develop programs, benefits and services that are relevant and attractive to all members and special interest members. MEASURES: (a) Poll members of potential interest and participation prior to developing a new program or activity. (b) Monitor participation ratios to overall membership to determine involvement. STRATEGIES: • Address issues relevant to the small business community such as lead clubs, group buying, etc. • Address issues relevant to the professional and technical community. • Address issues relevant to all members. 8 II. QUALITY OF LIFE OBJECTIVES: A. Reduce commute times and bring people closer to jobs. MEASURES: (a) Evaluate census data showing number of people working in Jefferson City and Cole County but living outside the area. (b) Evaluate census data showing number of people living in Jefferson City and Cole County but working outside the area. STRATEGIES: • Same strategies as those appearing in the Economic/Business Development Area in Section VI on page 12. B. Better recognize the Missouri River as a resource for city recreation, and for riverfront development. MEASURES: (a) Number of projects conducted to raise awareness of the value and potential the river has for the area. (b) Amount of publicity given to the river by the various news media in area. STRATEGIES: • Develop projects designed to raise awareness of the river • Develop articles for placement in area newspapers and magazines. • Develop projects in the schools involving students to teach the value and role of the river for the area. III. COMMUNITY/AREA DEVELOPMENT OBJECTIVES: A. Develop downtown and all surrounding business areas MEASURES: (a) Survey type and need for housing and apartments downtown. 9 (b) Survey residents, visitors, etc. for preferences of type of downtown. STRATEGIES: Develop plan of action for proactive involvement of Convention Center, Riverfront and Old Prison Development, and other developed theme preferences for downtown. Develop plan of action for proactive involvement with area business associations. B. Create a coalition comprised of member realtors, JC Board of Realtors, and Home Builders Association and provide leadership to maintain attractive residential areas for maintaining stable market values for real estate. MEASURES: (a) Monitor assessed property valuations for certain "at risk" areas. STRATEGIES: • Advocate the policies and permitting for development of vacant lots in the Jefferson City area. • Review state and federal programs to facilitate this growth and development. • Maintain a balance of affordable housing for all income levels. • Form coalitions for more effective results. IV. WORKFORCE AND EDUCATION OBJECTIVES: A. Retain a trained and educated workforce through the support of our local educational institutions. MEASURES: (a) The assistance of local employers in the evaluation of the skills of their workers who are recent graduates of area schools. STRATEGIES: JCACC be an aggressive advocate for quality 10 education, especially in high school, post-secondary and technical schools. B. Increase the number of qualified workers in our labor pool. MEASURES: (a) Periodically survey employers regarding their assessment of their employee quality, skills and costs. STRATEGIES: • Form additional employer advisory groups to counsel and advise educational institutions in the region on the skills and abilities needed now and in the foreseeable future. • Encourage workers in the labor pool to take continuing educational courses to strengthen and update their knowledge, skills, and abilities. V. INFRASTRUCTURE/TRANSPORTATION IMPROVEMENT OBJECTIVES: A. Improve Public Transportation for Jefferson City and Cole County. MEASURES: (a) Completion of 4-lane Highway 50 from St. Louis to Kansas City via Jefferson City. (b) Laffayette Street Interchange for MSP redevelopment site. (c) Interstate Highway System Designation. (d) Assess business needs for transportation such as Inter- City bus service, river commerce and the regional airport, and an inter-model rail exchange in the Algoa Industrial Park. STRATEGIES: Provide leadership and develop partnerships with local, regional and state providers to achieve transportation needs with focus on completion of Highway 50 from Kansas City to St. Louis and an Interstate connection and designation. > > • Continue leadership on outer belt roadways in Jefferson City and Cole County to open new areas for business and residential development • Upgrade and improve the Rex M. Whitton Expressway. B. Provide leadership to review and assess infrastructure capacity and availability for current and longer-term business needs and population growth. MEASURES: (a) Assess capacity and availability for Industrial Sites and potential sites (Include water, sewer, rail, utilities, broadband. etc.) STRATEGIES: • Provide leadership and partnerships with Jefferson City, Cole County and other providers to assess capacity for business and residential growth. VI. ECONOMIC/BUSINESS DEVELOPMENT OBJECTIVES: A. Attract new business and industry while retaining and expanding existing businesses. (80% of newly created jobs come from existing businesses.) MEASURES: (a) New jobs created with assistance from the Jefferson City Area Chamber of Commerce (JCACC). (b) Number of businesses retained, expanded and attracted with JCACC assistance. STRATEGIES: • Develop a pro-active existing business contact program. • Develop a pro-active marketing and business/industry recruitment program targeting new economy companies. • Identify, quantify and monitor labor pool requirements necessary to attract, retain and grow businesses in Jefferson City/Cole County • Retain current trade associations and attract new associations. 12 Develop and support legislation encouraging economic development and new job creation. B. Attain a 55,000 population base for Jefferson City. MEASURES. (a) Population figures by U. S. Bureau of the Census for Jefferson City and Cole County. STRATEGIES: • Develop a pro-active recruitment program for attracting retirees to Jefferson City. • Attract new businesses to area. • Assist existing businesses to expand. C. Create a strong local economy. MEASURES. (a) Monitor employment increases. (b) Monitor unemployment rates. (c) Increase sales tax collections. (d) Personal income levels. (e) New jobs and investment by new and expanded businesses. (f) Assessed value of property. STRATEGIES: • Same as in Objectives #A and #B. D. Position Jefferson City for alignment with companies in the new technology industries which require higher skills and pay levels such as Plant and Life Sciences, Advanced Manufacturing, and Information Technologies as outlined in "Blueprint for Prosperity and Jobs", Jan. 2003. MEASURES. (a) List of collaborative efforts with partners in the area, region and state for development of life science, information technology, and advanced manufacturing companies. (b) Impact of technology, markets and the global economy on the Jefferson City job market and economy. (c) Relate/evaluate number of new and expanded companies in the three targeted industry groups and i- new jobs created in these groups through the assistance of the JCACC. STRATEGIES. • Collaborate with partners in the region and state for the development, expansion and attraction of life science, information technology and advanced manufacturing industries in the Jefferson City area. E. Support additional areas for growth and development through annexation. MEASURES: (a) Population of additional areas annexed STRATEGIES: • Encourage the formation of City/County group to lead the annexation effort and develop a plan for future annexation. • Participate in promoting the plan to the residents of the city and county. F. Bring more people of diverse backgrounds into the economic process. MEASURES: (a) Review and evaluate population data showing increased population of racial and ethnic groups in Jefferson City and Cole County. STRATEGIES: • Identify existing minority and ethnic groups in the area. • Build coalitions with these groups to include participation in round table discussions to solicit input on beneficial services and activities. G. Develop programs, benefits and services that are very attractive and add value for small business. MEASURES: (a) Number of programs and services offered to assist small business. (b) Number of small businesses participating in programs and services. 14 (c) Number of small businesses started or expanded with JCACC assistance. STRATEGIES: • Develop and offer seminars. • Develop and offer networking opportunities. • Promote attendance at small business seminars offered by the University of Missouri Extension Division and the Small Business Development Center serving the Jefferson City area. • Create an entrepreneurship environment. H. Maintain supporting programs that represent the area's traditional economic base, i.e., tourism, finance and banking, agriculture, traditional manufacturing. MEASURES: (a) Track employment in the traditional business categories listed. (b) Summaries of special programs or events offered for the traditional business categories. STRATEGIES: • Develop programs and events for the traditional business categories. • Promote legislation encouraging the growth of the traditional business categories. 15 o Demographics o Contiguous State Capital City Comparisons o Regionalism o Partnerships and Advocacy o Jefferson City Location Attributes o Strengths, Weaknesses, Opportunities and Threats c Site Selection Factors l • DEMOGRAPHICS Jefferson City's population was 39.521 in 2000 (according to official decennial census). Cole County's population was 71.397 in the same year. Both the jobs and households are growing at a faster rate than the populations. Cole County's 12% population growth between 1990 and 2000 was accompanied by much more rapid growth in households (defined as occupied housing units) and employment (i.e., number of jobs located in the county). The number of households increased by 16% and the number of jobs increased by 30% over the same 10 years. Cole County Growth Rates 1990 to 2000 Growth Rates for Housing. Po Putation and Jobs 0.0% 5.0% 10.0% 15.0% 20.0% 25.0Y J0.0% 05.0% H...in p P O PUlation Jols As a Capital City, Cole County's job distribution shows over 40% employed in Government. The comparisons are to Missouri and the USA. Employment Distribution by Geographic Area 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% HaNrai Res[um.s and unmp C o.tlu[u.n Y anub[tunnp rase Tnmportatoon b Willties Inform atlon Fin•n[ul A[livities .m.sslon.,A Basin... servmea Education s Heads sernces Leisure a Husl odfitY O t,i er 5 erAC es iGovernment I®Cole WMissouri OUSA S.....:a'asoue E.sn.e i.Rour.h and t.,.rm aeon Center 2001 UsS Census Bamu .A-1 CONTIGUOUS STATE CAPITAL CITY COMPARISONS State Capitals 1990 2000 Percent Change Lincoln, NE 191,972 225,581 17.5% Oklahoma City, OK 444,719 506,132 13.8°x6 Jefferson City, MO 35,481 39,636 11.7% Nashville, TN 488,374 545,524 11.7% Frankfort, KY 25,968 27,741 6.4% Springfield, IL 105,227 111,454 5.9% Little Rock, AR 175,795 183,133 4.0% Des Moines, iA 1 193,187 1 198,682 2.8% To eka, KS 119,883 122,377 2.0 0A Percent Change 0.0% 5.0% 10.0% 15.0% 20.0% Lincoln, NE Oklahoma City, OK Jefferson City, MO Nashville, TN Frankfort, KY Springfield, IL Little Rock,AR Des Moines, IA Topeka, KS Source: U.S. Census Bureau A-2 REGIONALISM With the recent designation of Jefferson City as a new Metropolitan Statistical Area (MSA), Jefferson City will be classified as one of seven Metropolitan Statistical Areas in the state of Missouri. The four county area includes Callaway, Cole, Moniteau and Osage Counties with a population of 142,167. This compares to Columbia MSA Boone and Howard Counties) with a population of 149,496. The third area that has developed as a major retail and tourist area is the Lake Area which includes Camden, Miller and Morgan Counties with a population of 79,924. Although the Lake Area is not an MSA, it has become a major force for shopping and recreation. This area is an informal area with common interests where the economic development professionals meet periodically and occasionally conduct projects such as Labor Studies, etc. All three areas are represented in the Jefferson City/Cole County Area of Influence with the exception of Camden and Howard Counties. The Area of Influence does not follow any official census or political designation; however, it provides a high number of the commuting workforce, customers and markets for Jefferson City businesses. Other regional groupings have different definitions for their areas: DED's Central Region includes Audrain, Boone, Callaway, Cole, Cooper, Gasconade. Howard, Moniteau, Montgomery. Osage and Randolph Counties for a population of 380.382. The Mid-Missouri Regional Planning Commission includes Boone, Callaway, Cole Cooper, Howard and Moniteau Counties, for a population of 289,326. Jefferson Citys new designation as a MSA helps to codify the importance of Jefferson City and its economy to these surrounding counties. Previous Labor Studies and a recent Retail Market Study confirm the importance and the interdependence of these four counties to the Jefferson City economy. PARTNERSHIPS AND ADVOCACY Throughout the development of this plan there was much discussion by members of the Vision Plan Committee regarding the importance of achieving success through the formation of partnerships among groups with common interests. It is recommended that the use of partnerships be utilized to the maximum when implementing the strategies to achieve the outcomes and objectives of this plan. Partners identified by the JCACC planning committee as being helpful to accomplishing the outcomes, objectives and strategies in this plan include: OUTSIDE PARTNERS: City, County, State and Federal Government Schools and Educational Institutions Businesses, including Manufacturing and Tourism Utilities, including Investor Owned and Rural Electric Cooperatives Key organizations in the 10 county area of influence, including Columbia and other Chambers of Commerce Service Organizations, Churches and Civic Organizations Transportation Service Providers, including Railroad Farmers and Agribusiness firms INSIDE PARTNERS: Members of the Chamber Staff of the Chamber City, County, State and Federal Members Committees of the Chamber Businesses Community Leaders Committee members also recognized the importance of the JCACC being an advocate to government for components that can help achieve the outcomes, objectives and strategies presented in this plan. Many of these components will require resources, laws, changes in city and county codes, and services that can be achieved through a strong partnership with government officials and agencies. Being an effective advocate for these things is seen as an important role of the JCACC. Business advocacy has two parts: • Informing the government and the public about concerns of business. • Seeking to achieve substantial changes which address those concerns, such as speck public expenditures, programs, statutes, and regulatory reforms. By supporting and addressing business concerns, the mission of improving the economy and quality of life can better be achieved in Jefferson City. A-4 JEFFERSON CITY LOCATION ATTRIBUTES Strengths and Weaknesses Top 10 Strengths Rank Index 1. Public Safety 1.46 2. Availability of Local Business Financing 1.35 3. Real Estate Costs 1 .32 4. Quality of Local Community and Technical Colleges 1.32 5. Quality of Local Primary and Secondary Education 1.31 6. Housing Availability and Costs 1.27 7. Medical Services 1.27 8. Quality and Productivity and Workforce 1.25 9. Geographic Location in Relation to Major Markets 1.17 10.Local Sales Tax 1.14 Bottom 10 Weaknesses Rank Index 29. Available Building for Manufacturing and Call Centers .96 30. Availability of Local Business Incentives .94 31. Government Attitude Toward Business .92 32. Local Traffic Flow .89 33. Diversity of Local Economy .86 34. Level of Local Retail .83 35. Restaurants .81 36. Highways and Interstates .78 37. Cultural & Recreational Facilities/Services .66 38. Passenger Air Service .39 Source: Jefferson City Area Leadership Survey Report August 2003. I A-5 STRENGTHS, WEAKNESSES, OPPORTUNITIES AND THREATS The analysis of the Jefferson City regional economy together with information from the Leadership Survey and the Vision Plan Committee led to recognition of relevant strengths and weaknesses of the development forces in the Jefferson City area as well as a discovery of realistic opportunities for improvement and possible threats of which to be aware. These SWOTS help to summarize the information about the area, business and economic development for Jefferson City and help to identify actions that can be taken to advance the mission of the Jefferson City Area Chamber of Commerce to "improve the economy and quality of life in central Missouri.° STRENGTHS Strengths reflect the characteristics of the economy on which the future must build. These are frequently the unique traits that help to distinguish one area from another, but they need not be unique. Many communities share similar strengths and, in fact, learn from one another about certain strengths and how to exploit them for growth. Consensus on strengths allows a community to understand its °starting points" for enhancing and promoting economic growth. Quality of Life • Residents and Business Leaders report a good overall quality of life in Jefferson City. • The area has a strong school system, from K-12 through technical and advanced programs. • Compared to other areas of Missouri, Jefferson City has attractive housing at reasonable costs. • Jefferson City is viewed favorably as the area's regional medical center. • The community has a strong spirit of volunteerism and giving as shown by recent capital campaigns by various religious and not-for-profit organizations. • The area's low crime rate, combined with the sense of community, projects a high `comfort level" by residents and business leaders for safety and security in Jefferson City. • Jefferson City's cost of living is attractive and below the national average, especially related to housing costs. People/Worldorce • Cole County and the surrounding area are growing faster than the state as a whole, creating a larger potential workforce. • Jefferson City's workforce is known for its quality and productivity and professional expertise and education. This is in part due to the presence of A!> federal and state agencies and the high quality of national and international companies. • The area's educational infrastructure also contributes to a skilled and prepared workforce. Highly responsive training programs such as those offered by Nichols Career Center, Linn State Technical College, State Fair Community College and Lincoln University help to ensure that the needed skills will be available. • A large commuter labor pool creates a strong available labor force, including trained part-time workers. WEAKNESSES Weaknesses reflect the characteristics of the community that tend to slow or retard economic growth. These can be structural or cultural differences in the manner in which the community conducts development activities when compared to other areas that allow other areas to add wealth and business diversity more quickly. They can also be physical or geographic weaknesses that hinder certain types of development. For the most part, weaknesses should be considered strengths waiting to happen: that is, a weakness should be something that can be overcome with concerted effort, converting that weakness into a strength or at least into a neutral factor. Location and Regional Amenities • While the transportation network is good, the lack of an interstate designation for Jefferson City is perceived as a weakness by many national and international companies site location executives. The development of a four- lane highway to Kansas City and St Louis, while on the 15-year plan, is also considered a weakness from an economic development perspective. • Air and Rail passenger service is available but lacks the passenger connection availability and frequency quality that a VISA should have for the employers in technology and advanced manufacturing. • While progress is being made for better local traffic flows, the business leadership still perceives this as a weakness. Economic Foundations • Although Jefferson City is a traditional retail center with a recently improving market capture rate and new retail development compared to the overall market area, the perception by the business leadership is still one of weakness. • With approximately 40% of total employment in government compared to approximately 15% for the state and national economy, the diversity of the local economy is considered a weakness. • The availability of local business incentives for economic development is considered a weakness. A • Cultural and recreational opportunities are perceived to be limited in Jefferson C ity. OPPORTUNITIES Opportunities are those prospective actions and successes that can take the best advantage of strengths and help to improve weaknesses while enhancing economic wealth and business growth. Frequently, all that is needed for capitalizing on opportunities is a reorganization of existing resources into a more efficient order. Location and Regional Amenities • A recent positive development is the designation of Jefferson City as a Metropolitan Statistical Area (MSA). The designated area consists of four counties: Callaway, Cole, Moniteau and Osage Counties with a population of 142,167. This compares to the Columbia MSA of Boone and Howard Counties with a population of 149,496. • The Columbia MSA to the north and the Lake of the Ozarks Area to the south are all adjacent and within commuting distance to the Jefferson City MSA which makes Jefferson City ideally located for growth as a center for jobs and commercial activities. • The designation of a MSA also positions the area with marketing clout for economic development purposes. This gives the area legitimacy for a high degree of social and economic integration as opposed to an area of influence. THREATS Threats to the Jefferson City economy and its growth prospects are typical external circumstances that local officials and businesses cannot readily control (e.g., national and international economic downturns). Nevertheless, there are certain threats about which Jefferson City can make itself routinely aware so that contingencies can be prepared. While the national and international economic conditions may be obvious as a threat the Jefferson City area cannot avoid directly, preparing for more economic diversity and higher qualities in the labor force can help the area adjust more quickly to outside forces. State And Federal Actions • Continued budget cuts at the state level could have a disproportionately higher impact on Jefferson City and the Central Missouri area than the state as a whole. • Declining incentives programs for economic development (state and federal) limit available resources at the local level. S a-s MCommunication/Political Issues/Effecting Change • There is a general lack of understanding and awareness regarding economic development that limits the public's interest in investing in economic development activities. Jefferson City needs to educate its citizens on the importance of these activities. It's about more than people's immediate interests. • Provincial attitudes against partnerships and other shared, proven and innovative approaches may limit the effectiveness of regional efforts. • Success will entail taking on risk. Avoiding risk and doing nothing would guarantee failure. • Infrastructure investments will be critical to development, and these investments are dependent upon support from the city and county governments and private providers such as Ameren UE in transmission capacity, Sprint in broadband, and American Missouri Water for city water. National Challenges • US manufacturing will continue to be pressured from the global economy. While Jefferson City/Cole County has only 5.7% of the Total Employment in Manufacturing; the other three counties in the Jefferson City MSA have a much higher percent with Moniteau County at 26.3%, Osage County at 33.5%, and Callaway County at 13.4%. A-s SITE SELECTION FACTORS Ranking Factor 2002 2001 1 lAvailability of skilled labor 90.9% 91.6% 2 Labor costs 89.9% 91.5% 3 Tax exemptions 88.2% 82.7% 4 State and local incentives 88.0% 81.4% 5 Highway accessibility 86.6% 87.9% 6 Corporate tax rate 84.6% 79.0% 7 Proximity to major markets 83.7% 80.2% 8 Occu ancy or construction costs 82.4% 823% 9 Energy availability and costs 80.9% 86.4% 10 Environmental re ulabons 76.7% 78.8% 11 Availability of telecommunications services 76.1% 813% 12 Availability of land 75.2% 79.7% 13 Cost of land 74.0% 77.3% 14 Low union profile 69.4% 78.0% 15 Availability of broadband telecom services 66.7% 61.3% 16 Proximity to suppliers 61.8% 67.1% 17 Availability of long-term financial 60.0% 48.7% 18 Right-to-work state 58.0% 67.6% 19 Raw materials availability 56.0% 84.6% 20 Availability of unskilled labor 55.1% 59.5% 21 Accessibility to major airport 54.0% 55.4% 22 Training programs 44.7% 51.4% 23 Proximity to technical university 33.4% 34.6% 24 Railroad services 22.6% 27.8% 25 Waterway or Ocean port accessibility 19.3% 18.8% source:Area Development 17th Annual Corporate Survey Weluite: http:IA w.areadevelopmentoom/past'1202/Featunes/corpsurveyindexhtml TOP QUALITY OF LIFE FACTORS Ranking Factor 2002 2001 1 Low crime rate 75.9% 74.4% 2 Health facilities 67.2% 65.3% 3 Ratings of public schools 65.7% 57.2% 4 Housing availability 64.2% 57.3% 5 Housing costs 63.0% 60.6% 6 Colleges and universities in area 48.1% 44.8% 7 lCultural opportunities 46.3% 40.3% 8 IRecreational opportunities 45.9% 39.2% 9 IClimate 43.5% 47.4% source:Area Development 17th Annual Corporate Survey Websde: httpJAw .areadevelopment.mmipast/l202rfeatures/wrpsurveyindex_html Each year, Area Development magazine completes a survey of corporations to determine the criteria most important to those making site decisions. The results of the 2002 Corporate Survey were published in the December 2002 issue. The full survey is accessible at www.areadevelopment.tom A-10 VI. ATTACHMENTS Dining Options Comments Olive Garden 162 Steak House 33 Outback 114 Family Dining/Buffets 22 White Castle 41 Seafood 18 Chilis 37 BBQ 15 Cracker Barrell 27 Fine Dining 12 IHOP 26 Non - Chain 11 TGI Friday's 24 Club dining 8 Chevy's 20 Country/Homestyle 6 Krispy Kereme 17 Health Food 5 Golden Corral 17 Coffee House 4 Chucky Cheese's 17 No More Fast Food 4 Hooters 14 Deli 4 Popeye's 14 Micro -Brewery 3 Pasta House 13 Outdoor 2 Jack in the Box 13 Ice Cream 2 Arby's 12 Cajun 2 Joe's Crab Shack 9 Hot Wings 2 Macaroni Grill 9 Cafeterias 2 Lone Star 8 Fast Food 1 Shoney's 6 Ethnic (General) 8 Church's Chicken 6 Italian 17 Holihan's 6 Japanese 10 Lambert's 5 Mexican 9 Denny's 5 Chinese 7 Schloski's Deli 4 Korean 5 Rally's 4 Thai 5 Cheesecake Factory 3 Greek 4 Applebee's 3 Soul Food 4 Taco John's 3 Sushi 4 Bob Evans 3 French 4 Tres Hombres 2 Indian 4 Long Horn 2 Hispanic (not Mexican) 3 Quizno's Subs 2 European 3 Chick Fillet 2 African 2 Old Chicago 2 Middle Eastern 1 Lion's Choice 2 Taiwanese 1 G&D Steakhouse 2 Jewish Deli 1 Heidleburg 2 Mongolian 1 Gate's BBQ 2 German 1 Amanilo Grill 1 Miscellaneous 3 La Fiesta 1 Fudd Ruckers 1 Taco Cabana 1 Charlie's Steak 1 Friendly's 1 Oscar's Steakhouse 1 Gambochi 1 Texas Roadhouse 1 Don Pablos 1 Pizza Inn 1 Growth Services © 2003 Maid-Rite 1 Everett's 1 Coco's 1 Fonzel la's 1 _ Little Ceaser's 1 Picka Dilly1 Cheddar's 1 Station 1 Manderian Garden 1 Harold's Chicken 1 AT Fish 1 Burger's Restaurant 1 Happy Fisherman 1 El Chico 1 Chicken Portillos 1 Mr. Goodcents 1 Charlottes Rib BBQ 1 In & Out Burgers 1 Back Fourty 1 Pizza Shack 1 Braum's 1 Ground Round 1 Tasters 1 Shake 's 1 Gaspers 1 Housten's 1 Jimmy John's 1 Casa Gaueldo 1 Tu Docks 1 S aebucks Chicken 1 Addisons 1 Rain Forest 1 O'Charl 's 1 Ruth Chris 1 Jimmie Dean's 1 Grand 's 1 What A Burger 1 Red Lion 1 Showguro 1 Black Angus 1 Big Bo 1 Everetts 1 Rax 1 Silver Dollar Cafe 1 Hard Rock Caf6 1 Land 's 1 Godfathers 1 Fitz 1 Murra 's 1 London & Son 1 O'Charles 1 China Garden 1 Growth Services © 2003 ii Store Options Comments 3 .: TYpe _;-�. �,s _Numbei ;Categ Famous Barr 80 Discount 17 Kohl's 45 Specialty Foods 16 Abercrombie and Fitch 24 Clothing 15 Sam's Club 23 Men's Clothing 15 Bass Pro 22 Plus Sizes 10 Marshall's 20 Novelty 9 Home Depot 18 Shoes 9 Toys R Us 18 Athletic 8 Express 15 Furniture 8 Best Buy 13 East Location 6 Hollister 13 Electronics 6 TJ Maxx 12 Smaller/local Stores 6 Gordman's 10 Children's 5 Lane Bryant 81 Dept. Stores 5 Circuit City 7 Malls 5 Bed, Bath, & Beyond 6 Outdoor 5 Big Lots 6 Video/Music 5 Lerner 6 Bookstore 4 Structure 6 East (Hardware) 4 Banana Republic 5 Home Improve/Drcor 4 Barnes & Noble 5 Grocery 3 Jones 5 Antique 2 Bebe 4 Arts & Crafts 2 Casual Comer 4 Pets 1 Lord & Taylor 4 Southwest Location 1 Macys 4 Miscellaneous 4 Value City 4 Champs 3 Disney Store 3 Foot Action 3 Forever 21 3 Fredrick's of Hollywood 3 Limited 3 Pottery Barn 3 Spiegel's 3 Talbot's 3 Arlen B 2 Bath & Body Works 2 Burlington Coat Factory 2 Coach House 2 Comp USA 2 Hot Topics 2 Kroger 2 MAC 2 Michaels 2 Nieman Marcus 2 Nordstrom's 2 Growth Services ©2003 li'• UFFacto p2i Trevor's 2 Vanity 2 5-7-9 1 5th Ave Store 1 7 Dollar Store I Bakers 1 Basics RUS 1 BCBG Ben Franklin's Bi & Tall Brookstone Cabelas Cahens Klew 1 Carsons Castors Knott 1 Catherine's Charlotte Roue 1 Chashe CJ Banes Coldwater Creek Costco CVS Dearbums Deep Discount 1 Discovery Dollar Tree Dots Dress Barn DWS Shoes East Lane Eddie Bauer 1 Electronic Shack Enzo Factory Card & Party Outlet 1 Fashion Bu Fleet Farm Fole s Gus Hanes Holster Hot Toffee IZOD JC Penny Outlet Growth Services © 2003 iv. Jones Co. Jones Store 1 K&G Men's and Women's Warehouse 1 K's Merchandise 1 Ladies Ready to Wear 1 Linens and More 1 Linen and Things 1 Martin House 1 Marty's 1 Matco 1 Meeks 1 Menards 1 Merlin's 1 Mr. Ts Mystel's Warehouse Clothing 1 National Seal 1 Nike Outlet Nine West 1 Oscos Paxton 1 Perfumis 1 Petite Sophisticate 1 Pets Mart R m Club Saks Sears Simply Fashion 1 Spencer's Starbucks Streetside Records 1 Ticket Master 1 Topsies Trader Joe's Tuesday Morning Underground Station 1 Venture 1 Warner Bros Store Weather Vain Wet Seal Yankee Candles 1 Growth Services 9 2003 Services Options Comments ervteas , ,7`- Nu►obq INU R►be>_- More Clubs 12 Housing Information 1 Children Recreation 10 Indoor Soccer Stadium 1 Home Improve/Maintenance 8 Information SerNces 1 Computer/Tech Services 7 Job Placement 1 Museums/Historical Orgs 7 Late Night Services 1 Zoo/Gardens/Aquarium 6 Martial Arts 1 Civic/Convention Center 5 More Paging Services 1 Concerts 5 More Police 1 Entertainment 5 More Public Pools 1 Local Attractions Information 5 Rainbow Repair Shop 1 Senior Activities/Services 5 Recreational Riding 1 Amusement Parks 4 Shopping Services 1 Better Cable SerNce 4 Specialty Services 1 Free/Low Cost Legal Services 4 Tattoo Parlor 1 Shoe Repair 4 Translation Services 1 Waterpark 4 Better Mass Transit 3 Hair Salons 3 Handicap Services 3 Industry Support 3 Local Sports 3 Rail and Air Transportation 3 Technical Schools 3 Another Phone Company 2 Broadband in Rural areas 2 Casino 2 Landscaping 2 Low Cost Services 2 More Doctors/Dentists 2 Riverwalk/Crusies 2 Theater 2 Ads to keep $ in JC 1 Arcades 1 Better ADA 1 Better Customer SerNce 1 Business Schools 1 Cake Shops 1 Competition with Rock Quarry 1 Cosmetology Schools 1 Crafts 1 Discount Pharmacy 1 Downtown Parking 1 Drive-In Theater 1 Free Healthcare 1 Gun Range 1 Gyms 1 Homeless Shelter 1 Growth Services ©2003 °1-