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HomeMy WebLinkAboutEl Paseo Master Pln - El Paseo Retail Market Study - Gibbs Planning Grp STAFF REPORT CITY OF PALM DESERT DEPARTMENT OF COMMUNITY DEVELOPMENT MEETING DATE: September 6, 2018 PREPARED BY: Kevin Swartz, Associate Planner REQUEST: Consideration of approval to adopt the El Paseo Master Plan Alternatives and the El Paseo Retail Market Study prepared by Gibbs Planning Group Recommendation By Minute Motion: 1. Adopt the El Paseo Master Plan Alternatives (EPMPA) and the El Paseo Retail Market Study (as an appendix) prepared by Gibbs Planning Group to guide potential street configurations for El Paseo. 2. Authorize staff to begin implementation of near-term recommendations as stated in the EPMPA. 3. Authorize staff to research and prepare a demonstration project utilizing the concepts found in the EPMPA. 4. Authorize the City Manager to sign applications for any and all grant funding sources in conjunction with said near—term recommendations or demonstration projects. El Paseo Merchants Association Action At its meeting of July 26, 2018, the El Paseo Merchants Association (Merchants) held a meeting to discuss the draft EPMPA document. The Merchants discussions largely related to the districting concept and street design and are summarized below: Districting Option: In general, the Merchants did not agree with the street districting option, rather supported a single cohesive and consistent street configuration for the corridor. There was some conversation related to the concept of a more residential village (east of San Luis Rey) and some Merchants were seemingly interested in this concept Street Design: Since the Merchants were not in favor of the districting concept, their conversation related to the ultimate street design centered largely on two versus four traffic lanes. Some Merchants stated removing traffic lanes would create a more pedestrian-friendly street and a better shopping experience. Others worried that four lanes of traffic were necessary to accommodate delivery trucks, and wanted to see an updated traffic study to reflect peak season traffic volumes. September 6, 2018—Staff Report El Paseo Master Plan Alternatives Page 2 of 14 The Merchants did vote to recommend the following to the City Council: • The street needs to be more pedestrian-friendly. • Wider sidewalks are necessary. • Bulb-outs, mid-block crossings, and Barnes dance should be implemented at signalized intersections. • Ease pedestrian signals. • The City should take control of all landscaping along the street to provide consistency to the district. • Allow dining decks and additional open seating areas. • Maintain parallel parking along El Paseo. • Provide a combination of shade trees and palm trees. • Provide decorative and ambience lighting. • Install way-finding and directory signage. • Continue to allow art sculptures within the median and expand art along the sidewalk. Strategic Plan Objectives Creating a master plan for El Paseo will help guide the City as it works to fulfill multiple priorities identified in the City's Strategic Plan including: • Land Use- Priority 4: "Create a mixed-use city core integrating shopping, dining, lodging, and housing." • Tourism and Marketing — Priority 1: "Improve access to Palm Desert and its attractions to enhance the ease of lifestyle." • Transportation — Priority 1: "Create walkable neighborhoods and areas within Palm Desert that would include residential, retail, services and employment centers, and parks, recreation and open space to reduce the use of low occupancy vehicles." • Transportation — Priority 3: `De-emphasize single/low-occupancy vehicles and optimize modes of travel(bus, carpool, golf-cart, bicycle, and pedestrian)." Executive Summary Approval of staff's recommendation would adopt and begin implementation of the EPMPA, as prepared by the Gibbs Planning Group. The EPMPA is a comprehensive corridor plan, providing both near-and long-term planning strategies. The EPMPA is anchored by a detailed retail market study identifying crucial data for the future success of the corridor. The plan was developed with a significant public outreach to property owners, business owners, and stakeholders within the shopping district. Background In October 2016, at the request of now Mayor Jonathan, City staff formed a team to discuss strategies to help ensure El Paseo's continued success and future viability. The team comprises representatives from the Planning, Public Works, Marketing, Economic Development, and Public Art Departments, in addition to the City Manager's Office. Using the City's strategic and general plans for guidance, the team considered a variety of ideas including: reconfiguring El G:\Planning\Ryan Stendelt\Staff Reports\2018\September 6\CC staff report El Paseo Master Plan Alternatives(Autosaved)EC.docx September 6, 2018—Staff Report El Paseo Master Plan Alternatives Page 3 of 14 Paseo to allow for wider sidewalks and/or medians to encourage street-side dining, creating additional public spaces, the establishment of distinct districts along the mile-long street ranging from high-end commercial to mixed-use retaiVresidential, and the possibility of closing sections of El Paseo to create an outdoor plaza space for events and enhanced public interaction. The team believed prior to making any drastic changes it was important to secure the services of an expert equipped with relevant experience in high-end shopping districts. In researching firms with this type of experience, staff was overwhelmingly directed to the GPG for their extensive knowledge with high-end shopping districts across the country. At its regular meeting of May 11, 2017, the City Council entered into a professional services agreement with GPG to prepare a corridor plan and market study. Beginning in September of 2017, Mr. Gibbs began site visits on the street observing, and discussing trends with retailers and users of the shopping district. During that time Mr. Gibbs also met with Councilmembers, Merchants, local business owners, and property owners to gauge current perceptions of the street. Mr. Gibbs and staff heard the following initial comments: • El Paseo is too long for a shopping district. • Average shoppers walk only a couple of blocks. • The street is not as pedestrian-friendly as it could be. • Small businesses are leaving and not coming back. • There is a lack of public gathering spaces. • Rents are too high. • Businesses close too early (no nightlife). At its Study Session of January 11, 2018, the City Council heard Mr. Gibbs' initial review of the corridor, including a retail market study and current vacancy rates (11.5%). The study looked at existing businesses along El Paseo,the market cap for various commercial uses, and compared the commercial performance of El Paseo to similar districts throughout the country. GPG concluded that El Paseo could support significant increases in both retail and restaurant spaces. Based on the input received from the initial Study Session, Mr. Gibbs created a survey for El Paseo business owners to complete. Questions were intended to gain additional insight and included: • Where is the best block for leasing? • How can El Paseo attract more shoppers/retailers? • How do you feel about losing a traffic lane on El Paseo? Several City staff members walked the street and provided each business with a card that included a web link to the questionnaire. Staff received 38 responses with the majority stating that the street needs to be more pedestrian-friendly with wider sidewalks and more outdoor dining. At its Study Session of July 12, 2018, the City Council received a presentation from Mr. Gibbs of the draft EPMPA. Mr. Gibbs'findings focused on considering El Paseo in a districted format with unique planning and public realm improvements related to each district. The draft EPMPA contemplates three unique districts complemented by four potential road G:\Planning\Ryan Stendell\Staff Reports\2018\September 6\CC staff report El Paseo Master Plan Alternatives(Autosaved)EC.docx September 6, 2018—Staff Report El Paseo Master Plan Alternatives Page 4 of 14 configurations (additional details below). Discussion El Paseo is an approximately one-mile-long shopping district that includes a mix of high-end stores and a variety of small unique boutiques and mid-level national retailers, art galleries and restaurants. The El Paseo corridor generates roughly $241 million per year in retail sales and has been a major area of focus of the City since its incorporation in 1973. The Discussion section of this report will further describe the details found within the EPMPA. EPMPA GPG concluded their study of the El Paseo corridor and has created a document with recommendations for both planning strategies and physical enhancements to the corridor. The EPMPA presents both near- and long-term strategies for the shopping district. As a planning level document, all long-term options for the ultimate street configuration are conceptual and further study is necessary to determine the viability of the options. Staff is recommending implementation of near-term improvements found within the EPMPA, which will be used as a guide to direct future decision for corridor improvements. Below is a summary of the potential districting option and four street configuration options presented in the EPMPA. Districting Option: El Paseo currently consists of four lanes (two each direction), a 12-foot wide median that includes art sculptures, on-street parallel parking, and a 10-to a 15-foot wide sidewalk on each side. The corridor includes approximately one million square feet of retail. Due to the recent decline in retail sales and an 11.5% vacancy rate, a renewed focus on enhancements to the corridor is being explored. One of the main recommendations found in the EPMPA study is to differentiate the corridor into three unique districts that are complementary and would aid in the one-mile length of the overall street. Following is an image from the EPMPA and descriptions of each of the three proposed district strategies. G.\Planning\Ryan Stendell\Staff Reports\2018\September 6\CC staff report El Paseo Master Plan Alternatives(Autosaved)EC.docx September 6, 2018—Staff Report El Paseo Master Plan Alternatives Page 5 of 14 MASTER PLAN ALTERNATIVES n . J .A.. I-I A«u XLPASC+ ke _ • y � — +' 14 • - .; • Yet • • I -Pj Shopping Entertainment Mixed-Use Village High end retail,fine The Gardens,epicenter Residential&everyday dining of the corridor shopping Gibbs Planning Grnoi, Li Pas ❑ Master Plan • District 1 —Shopping—Between Highway 74 and Lupine Lane.This area has a multitude of high-end shops and restaurants, and makes for an attractive setting for many people from within and beyond the Coachella Valley. • District 2 — Entertainment — Between Lupine and Larkspur lanes. This area is centered around The Gardens on El Paseo, which is the epicenter of the corridor offering a combination of dining, event space, and shopping. The Gardens also ties into the future San Pablo Avenue improvements and CV Link. This area currently hosts a number of events including the Thanksgiving Turkey Trot, Swing `N Hops, Fashion Week, and Palm Desert Food and Wine. • District 3 — Mixed-use Village -- Between Larkspur Lane and Portola Avenue. The EPMPA recommends that this area focus on mixed-use developments emphasizing residential and office uses. Retail shopping should be geared towards facilities that offer everyday needs, and the street should offer more generous public spaces as a means of promoting residential uses. Corridor improvements: The EPMPA explores four distinctive street configurations that offer tailored designs for each of the three districts. These configurations are intended to present options that highlight each district's specific attributes. The EPMPA utilizes a mix of different corridor improvements which serve to emphasize and enhance the pedestrian experience along El Paseo. How the EPMPA distributes the corridor improvements and descriptions of each option are found below: G.PlanninglRyan StendeltStaff Reports1201615eplember 6\CC staff report El Paseo Master Plan Rilemairvas{Autosaved]EC.docx September 6, 2018— Staff Report El Paseo Master Plan Alternatives Page 6 of 14 MASTER PLAN 1 OPTION A OPTION B OPTION A Existing El Paseo with improvements Widen Sidewalks Existing El Paseo with Improvements EL M. EL PASEO %L PASEO EL PkSEO er N" r r4 4f y s Ti OPTION B OPTION 0 OPTION B or C Widen Sidewalks Northside Promenade Widen Boulevard MASTER PLAN 2 Single-page option summaries are found below: GAPlanning\Ryan StentleiNStaff Rep orts1201815eptemper 61CC staff report El Paseo Master Plan Alternatives(Autosaved)EC.docx September 6, 2018 -Staff Report El Paseo Master Plan Alternatives Page 7 of 14 Option A This option does not alter the existing lane configuration of El Paseo, but introduces traffic calming elements to enhance the street and create a more enjoyable shopping environment and a sense of place. The street expands sidewalks to 18 feet and maintains eight-foot wide parallel parking along each sidewalk. The option also narrows the two traffic lanes in each direction to 10 feet. The median separating traffic is reduced from 12 to eight feet wide. Traffic calming is the major consideration in all street options presented and generally is achieved through design alterations such as: • Creating bulb-outs at major intersections where the sidewalk is extended into the parking lane to narrow the roadway and provide additional pedestrian space. This reduces crossing distances and creates a haven for pedestrians waiting to cross. • Narrowing traffic lane widths from 12 to 10 feet. • Reducing the mid-street median to eight feet and removing dedicated left turn lanes. The widened 18-foot sidewalks and the medians are lined with a combination of shade and palm trees, art sculptures, benches, and sitting areas. OPTION A — EXISTING WITH IMPROVEMENTS p r'� 40.E 4 _ c ; - •a f.,..'1:6 i '''' 'Itl '''t ..--_-."-- _i 1 '4°, -4114 Nk: .4, - 1-':: ,:t\ P; -„ 1 A -1 / 1 ----'f— _...._ ...;_4 .'_.:1-4 4 t 't it ,...4-.. ,, i. • , . 1 , •-., v, +_,, _imotsio i i- : 7 l'i.1.1.17.rtilluil.,-_,'----11•1 ' I 040-01.1pili'',4:,..c.,:r7,i . ... -il' IN:L.r. , / 41_, -'-a-. . - "rer'ir- . cr. .., :.-:- .., ,,, thl r I 44_' ;I 'f ' r .., . 1 ''t 111 • ►ss . �� -.- 3. G:IPlanniriglRyan Stendelt Sta(f Re podsl20181September 61CC staff report El Paseo Master Plan Paematives(Autosaved)EC.docx September 6, 2018—Staff Report El Paseo Master Plan Alternatives Page 8 of 14 Option B This option proposes a road-diet where the existing four-lane configuration would be reduced to one lane in each direction, and includes the removal of the center median. These improvements allow the sidewalks on either side of the street to be widened to 32 feet. Adjacent to each sidewalk is an eight-foot wide parking lane and traffic is split between two 10-foot wide traffic lanes, one in each direction (east and west). In addition to reducing the street's crossing distance, other traffic calming mechanisms are implemented to ensure a peaceful and secure environment for all pedestrians. The design modifications allow this the following to be achieved: • Removing the median allows the opportunity to host events within the street without the impediment that the existing median provides. • Creating bulb-outs at major intersections where the sidewalk is extended into the parking lane to narrow the roadway and provide additional pedestrian space. • Reducing traffic lane widths from 12 to 10 feet to slow vehicle traffic. The new 32-foot wide sidewalks are lined with a combination of shade and palm trees, as well as benches, art sculptures, and sitting areas. This streetscape design is proposed for the Entertainment District in Master Plan 1 and for the Shopping District in Master Plan 2. OPTION B - WIDEN SIDEWALKS Atikita.ii 0 .:, , 4. VA- sir VP ,,� .1i '♦< ,� �.� i Y•,•: �,�" yew !S • I ., \ it'-.(:,,,::,-.7.::11:1,1: 4(4,,,‘,":1;...,_ - 'VI' c. \l' —- 1 - i. ir • 1 „--.--:--- 0,9- • .14 ..--.. % . '--.7. ! -=., ' vi„_yr- - ' ' A. .. _ — i. — Hi_ 11 , 40.01 ' ;. ► tA` Tom" �— _. •s'� It. 1 — —.ram. ' •OEI'flOM L_II2D t G:IPlanninglRyan StendeESfaff Reports1201 f3&September 6&CC staff report El Paseo Master Plan Mematives(Aulosaved)ECdocx September 6, 2018— Staff Report El Paseo Master Plan Alternatives Page 9 of 14 Option C This option widens the mid-street median and creates a walkable linear park surrounded by shade trees. Vehicle traffic is reduced from the existing two-lanes in each direction configuration to one-lane each way separated by the 'median-park. 'The removal of the two vehicle lanes allows for the creation of the 36-foot wide median. An eight-foot wide parallel parking lane remains present on both sides of the street. The center of the median allows for optimal comfort for pedestrians making their way along El Paseo and/or residents enjoying the space on the east end. In addition, the traffic calming mechanisms employed in other options, are also used to ensure pedestrian safety and well-being. The following design modifications are proposed in this option: • Creating bulb-outs at the major intersections where the sidewalk is extended into the parking lane to narrow the roadway. • Creating mid-block pedestrian crossings to allow for more convenient transition between the north and south sidewalks of El Paseo. • Reducing traffic lane widths from 12 to 10 feet to slow vehicle traffic. This streetscape design is shown in the Mixed-Use Village District in Master Plan 2. OPTION C - WIDEN BOULEVARD i`', :.-.4;.,' .-.;i?'----- .,. .. t, i_., ,,, -iiki ii._-_,..,„*.- i. , , _..4, ,c, ;.„ 0 .. ', - . . _ .- •,. we vid. .- -i,. r - :11 _ rye ex•�J" .� r,, , ,s6;, ' . •,414,r, S: '.`r y' ' ' ' j '' 1 :1'4 1:-"C*Ll 45 f— 'i * . ii io .mat - _, I --,-- ., Y —_. G:1PlanninglRyan StendeI1Stafl Rep orts120181Septernber 61CC staff report El Paseo Masser Plan Alternatives(Rutosaved)EC.docx September 6, 2018—Staff Report El Paseo Master Plan Alternatives Page 10 of 14 Option D This option reduces the street section from the existing four-lane to a two-lane design and removes the central median to create space for a promenade on the north side of El Paseo. The 40-foot wide promenade features two parallel lines of shade trees; creating a green and pleasant walk along El Paseo storefronts. Parallel parking lanes remain present in each direction at eight feet in width. The 14-foot sidewalk on the south side of El Paseo is also lined with a mix of palm and shade trees. Traffic calming techniques used in other options are also used in this option to promote pedestrians' safety and well-being. The following design modifications allow for this to be achieved: • Creating bulb-outs at major intersection where the sidewalk is extended into the parking lane to narrow the roadway and provide additional pedestrian space. • Creating mid-block pedestrian crossings to allow for more convenient transition between the north and south sidewalks of El Paseo. • Reducing traffic lane widths from 12 to 10 feet to slow vehicle traffic. Benches and artwork are distributed along both sides of the street while the promenade could accommodate events such as art fairs, farmers' markets, etc. This streetscape design is shown for the Entertainment District in Master Plan 2. The promenade directly invites pedestrians to roam in front of stores in addition to being a relaxing, natural feeling environment for pedestrians to enjoy. OPTION D — NORTHSIDE PROMENADE a, glik. .• ,1 ,_:. n 3 - _ - C ' , ()1.--:;-.00- 1/2 AI•••,•:. L•::-,,,.“ ' tom; 1!f S �`'; �; %, f "..i f"' • SS" z, S b , _i 9 ,ra %�� � `fir .¢. •'a';�•''4� \ -�' 3 ` ::stir L r '-,1 --, , •- ,.. 'F,:„.: k!i.'-o... ,y % Y.i4t, :/' :, tifati i„,i.dimillillip st ,i,a �-� 1. •.� �— 4','':",..- '''..' ..'' ''Niti ..- -A ii. G:1PianninglRyan SlendeI Stafl Reports1201815eptember&ICC staff report El Paseo Master Plan Alternatives(Autosaved}EC.docx September 6, 2018 —Staff Report El Paseo Master Plan Alternatives Page 11 of 14 Retail Market Study The EPMPA was prepared after an initial "Retail Market Study"was conducted, and is attached as an appendix to this report.The study found that El Paseo could support an additional 250,900 square feet of retail and restaurant developments, which could generate over$112.6 million in new sales revenue. The demand could partially be absorbed by existing businesses, vacant lease spaces, and/or new development. Adding to the critical mass of retailers and restaurants on El Paseo can further broaden the appeal of the street to tourists and contribute to increased revenues within the study area. The leading categories of supportable retail growth are restaurants, grocery stores, apparel and shoe stores, miscellaneous retailers, and office supplies and gift stores. Estimated 2017 2017 Estimated 2022 2022 Estimated No. of Retail Category Supportable SalesfSF Retail Sales SaleslSF Retail Sales Stores 111.. SF Retailers Apparel Stores 14,200 $425 $6,035.000 $445 $6,319,000 6-8 Beer,Wine& Liquor Stores 6,000 $350 $2,100,000 $370 $2,220,000 2-3 Book&Music Stores 4,400 $320 $1,408,030 $335 $1,474,000 1 -2 Electronics&Appliance Stores 13,700 $450 $6,165,000 $475 $6,507,500 5-6 Florists - - - 1.200 $375 $450,030 $395 $474,000 1 Office Supplies&Gift Stores 14,600 $360 $5,256,000 $380 $5,548,000 7-8 Grocery Stores 36,500 $525 $19,162,500 $550 $20,075,000 1 -2 Hardware 9,300 $335 $3,115,500 $350 $3,255,000 2-3 Jewelry Stores — 4,700 $550 $2,585,000 $580 $2,726,000 3-4 Miscellaneous Store Retailers 16,400 $325 $5,330,000 $340 $5,576,000 7-8 Pharmacy&Health Supply 9,500 $480 $4,560,000 $505, $4,797,500i 2-3 Shoe Stores 7,200 $425 $3,060,000 $445 $3.204,000 4-6 Specialty Food Stores 9,600 $440 $4,224,000 $460 $4,416,000 2-3 Sporting Goods&Hobby Stores 8,000 $385' $3,080,000 $405. $3,240,000 2-3 11111111.111 .M1W300 lir $410 $66,531,000 $431 $69,83 Restaurants ,Bars,Breweries&Pubs 8,700' $410 $3,587,000 $430 $3,741,000 2-3 Full-Service Restaurants 35,900 $525 $18,847,500 $550 $19,745,000 8-10 Limited-SerNce Eating Places 32,700 $410 $13,407,000 $430: $14,081,000 11 -12 _ d rSpecial Food Se►vices 18,300 $560 $10,248,000 $590] $10,797,000 9-10 • 1. Restaurant Totals 95,600 $476 $46,069,500 $500 $48,344,000 30-35 Retailer&Restaurant Totals 250.900 $425 5112.600,500 $446 $118,176,090 75 -95 1 $ L . Near-term Recommendations The EPMPA recommends near-term improvements which should be prioritized and implemented as soon as possible. One of staff's recommendations is that the City Council begin implementation of near-term solutions identified in the study including the following: G'1Planning\Ryan StendeltStaff Reports12015September E1CC staff report El Paseo Master Ptan Wtematiaes(Autosaved)EC.dccx September 6, 2018—Staff Report El Paseo Master Plan Alternatives Page 12 of 14 1. Improve pedestrian cross walk markings —This concept would brighten up the cross- walks and help slow down traffic by being more noticeable. This concept could also include artist designs to further contribute to the aesthetic of the corridor. Stripping improvements would be applied to all existing cross-walks along the corridor. ti �: is P ";" t x 'It- . • e r- 4 Pis f rl / ._ - 2. Mid-block crossings — Although challenging to implement, this concept would help break up the large blocks lengths and allow shoppers to cross mid-block. The mid- block crossing would also slow down traffic, as cars would be stopping more frequently. This concept could also be applied in conjunction with art projects as other communities have done. 1.. 4 • ---r— - , - ^ -' . la --1- - •• ;.. -- 3. Ease pedestrian signals — This concept as proposed by EPMPA would eliminate the need for a pedestrian to push the signal button to cross the street. The recommended strategy is simple in adding an automatic pedestrian phase at all signalized intersections within the corridor. This simple addition would benefit pedestrians, but also dissuade local commuters from using El Paseo as a cut through. G:IPlanning\Ryan StendelrlStaH Feports12018LSeptember EICC siafl report El Paseo Master Plan Alternatives(Autosaved}EC.doex September 5, 2018— Staff Report El Paseo Master Plan Alternatives Page 13 of 14 I s . x. --t - - PUSH _ -- �_ -�� 6U1 TON 101 Mthiskiihi. - ...".t. ,... -, - 4. Consider installing Barnes dance (or scramble) pedestrian crossings at signalized intersections. The idea is to allow pedestrians to crosswalk in all directions, even diagonally. This would lessen the walking and provide an easier path for all shoppers. Although this feature is well supported by the Merchant, it has a down side. The timing of the crosswalk would be increased, which would force a vehicle to wait longer at the intersection. r y • r .'c L 5. Take control of all landscaping (palm trees along the street) and upgrade landscaping — The existing palm trees along the curb are located within the City right-of-way, but are maintained by individual property owners. This practice has led to a mismatch of maintenance and design. By taking over maintenance, each planter would have a uniformed and neat appearance. a . • • ,�::� — I ,,,. or .,._ i a _ :« gib • -•L ,, ' e'.a. r ' rt� � s G:IPlanninglRyan StendeIl Slaf1 Reports120181Seplember 61CC staff report El Paseo Masser Plan Allemahees(Rutosaved)EC.docx September 6, 2018 —Staff Report El Paseo Master Plan Alternatives Page 14 of 14 6. Direct staff to develop a program to allow parklets/dining decks along El Paseo—This concept would allow restaurants to construct and place dining decks within a parking space that would be used for outdoor dining. If approved, staff will develop permit standards prior to placement of any structures in the right-of-way. Ilt. ._ w= • -111111111111 �- — ' -OP Analysis In closing, City staff and GPG were challenged by the City Council to create a planning document guiding the future of El Paseo. Staff believes the strategies found in the EPMPA are sound and are anchored by the tremendous knowledge of the Gibbs Planning Group. Although unanimous consensus was not achieved by the Merchants (i.e. districting concept), staff believes the strategies found in the EPMPA serve the corridor well. Staff's recommendation of adopting the EPMPA and implementation of near-term solutions will help in developing the long-term strategy for the overall corridor. Fiscal Analysis: There is no direct fiscal impact related to this report. Individual actions related to near-term strategies and costs associated would come back to the City Council for action. LEGAL REVIEW DEPT. REVIEW FINANCIAL REVIEW CITY MANAGER WA Ryan Stendell Robert W. Hargreaves Director of Community Janet Moore Lauri Aylaian City Attorney Development Director of Finance City Manager APPLICANT: City of Palm Desert ATTACHMENTS: 1. El Paseo Master Plan Alternatives 2. Retail Market Study 3. 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Itt Prepared by Gibbs Planning Group 12 December 2017 TABLE OF CONTENTS INTRODUCTION 3 Executive Summary 3 Background 5 Methodology 6 Trade Area 8 Demographic Characteristics 11 Tapestry Lifestyles 13 Employment Base 16 TRADE AREA CHARACTERISTICS 19 Location 19 Access 19 Tourism 20 Other Shopping Areas 21 Regional Malls 23 Community Centers 24 Lifestyle Centers 25 Shopping Districts 25 SUMMARY OF FINDINGS 27 Retail Category Definitions 29 Shopping Center Definitions 32 Rationale 32 Limits of Study 33 APPENDIX 35 Exhibit A: Primary Trade Area Business Summary 35 Exhibit B: Primary Trade Area Community Profile 37 Exhibit C: Primary Trade Area Housing Profile 43 Exhibit D: Primary Trade Area Dominant Tapestry Map and Descriptions 45 INTRODUCTION •�� .� a •t � . pad *- • > 14 Highway-11 , M � 1 E14. C ti Nit& fr• �- .., El Paseo ,{,t Y�wr � n �,�' , *:- ,; ). • .. fir, a ,,...C11) . `1 s r Figure 1:Aerial photo of El Paseo and the surrounding area. Executive Summary This study finds that El Paseo can presently support an additional 250,900 square feet(sf) of retail and restaurant development, generating over$112.6 million in new sales. By 2022, this could increase to$118.1 million in sales.The demand could partially be absorbed by existing businesses and/or with the opening of 75 to 95 new restaurants and stores. Additional development on El Paseo can provide needed goods and services for the existing surrounding consumer base of nearby residents, seasonal residents and employees. Additionally, adding to the critical mass of retailers and restaurants on El Paseo can further the broad appeal to tourists and contribute to increased expenditure within the study area. The leading categories of supportable retail growth are restaurants, grocery stores, apparel and shoe stores, miscellaneous store retailers, and office supplies and gift stores. As one of the premier desert resort cities of the Coachella Valley, Palm Desert is known for hosting a variety of celebrities and well-known businesspeople over the years who have chosen to vacation or live there.While it still plays this role to some extent, it has also diversified into a retirement haven, attracting large amounts of senior citizens looking for temperate climates and exceptional quality of life. Many of these residents have considerable disposable incomes and will be integral to increased economic development in the study area. The economy of Palm Desert depends heavily on both services and retail catering to residents and tourists. The area has long been known as a shopping destination, with offerings ranging El Paseo Retail Market Study 3. Gibbs Planning Group, Inc. 12 December2017 from the El Paseo Shopping District to the Westfield Palm Desert and several other retail centers throughout the valley.The study area is a popular day trip and extended stay destination,with easy driving access from many locations in Southern California and the Palm Springs airport located conveniently nearby. High median and average incomes, positive population growth, and strong tourism make El Paseo a desirable location for local, regional, and national retailers. The existing conditions in the El Paseo Shopping District reflect a high-end shopping destination set in a lushly manicured and maintained locale. This district features over 300 shops, including clothing boutiques, art galleries,jewelers, and restaurants. National retailers include Saks Fifth Avenue, Gucci, Apply, Tesla, White House Black Market, and Ralph Lauren. Vacancies exist and sections of El Paseo are underutilized, but the central location in the valley and strong reputation classify the study area as a prime location for new commercial development to complement the existing supply of successful retailers and restaurants. Table 1:2017 Additional Supportable Retail .44s,T .= a s„„ .;,.y,, t Retailers Grocery Stores 36,500 sf $19,162,500 1 -2 Apparel&Shoe Stores 21,400 sf $6,035,000 ' 10- 14 Miscellaneous Store Retailers 16,400 sf $5,330,000 7-8 Office Supplies& Gift Stores 14,600 sf $5,256,000 7-8 Electronics&Appliance Stores 13,700 sf $6,165,000 5-6 Specialty Food Stores 9,600 sf $4,224,000 2-3 Pharmacy&Health Supply ! 9,500 sf $4,560,000 2-3 Hardware 9,300 sf $3,115,500 2-3 Sporting Goods&Hobby Stores 8,000 sf $3,080,000 2-3 Beer,Wine& Liquor Stores 6,000 sf $2,100,000 2-3 Jewelry Stores 4,700 sf $2,585,000 3-4 Book& Music Stores 4,400 sf $1,408,000 1-2 Florists 1,200 sf $450,000 1 Retailer Totals 155,300 sf $66,531,000 45-60 Restaurants Full-Service Restaurants 35,900 sf $18,847,500 8- 10 Limited-Service Eating Places 32,700 sf $13,407,000 11 - 12 Special Food Services ( 18,300 sf $10,248,000 9- 10 Bars, Breweries& Pubs 8.700 sf $3,567,000 2-3 Restaurant Totals 95,600 sf $46,069,500 30-35 This study further finds that El Paseo has a primary trade area population of 213,900 persons, increasing under current trends to 226,700 persons by 2022.The projected annual growth rate is 1.16 percent, a stronger figure than found in the state. Median household income in the primary trade area is$59,700, which is in between the regional and state averages, and is expected to grow by 2.04 percent annually to$65,800 by 2022. Housing favors owner-occupied units, which comprise 47.6 percent of all households compared to 21.5 percent renter-occupied households; the vacancy rate is 30.9 percent. Over 72 percent of housing vacancy is attributed to the 28,600 seasonal or"snowbird" households who spend the winter months in Palm Desert and boost the 4. El Paseo Retail Market Study Gibbs Planning Group, Inc. 12 December 2017 trade area's spending potential. Furthermore,the Palm Spring regions hosts 12.9 million tourists annually with a total economic impact reaching$6.4 billion. The primary trade area has a labor base of 96,410 employees. aan»,I '"1y 9TT s Cs7r ps• �. u �s Lamas San Reme Ru g Spnngs0' hf0 3 Mile .. ' '* 3 Mle �44.gIL ,.-_ Palen DesertRadius ClafxY Lin _. O v. .. sncce,Part; 6 , rj Mc Part# - $� r°Mirage ' 42nd Rve �� '° a '&4�4e'SR y Mark Df Gary Ave Sheryl Are S g \.. vi o Cstellana S c'1� _a._..._ ,....a„,„„_. ._ ._40.90osla Falls Dr y. g Study Owed a 3 Vl �q $, Area - -Civic "'� >. Park View Pr .Center Park L �11 r_,a r. o Efi mow' Desert Fred',Nemo Pr Fred Waring Dr palm o.-a Fre4 Warvrg L4 kygla.3.S}:.Ik �^ r... FYenze Fr z a 4 Catalina WaY Catarina Way g r�i - Ctz4 is sta ikrdwn Wells 0 d^*Sc"k. o.les =x'. Hrghaney 7..._.., tlal R 3 Yea Fxxe.. 11,1 pf .vEl Rasa° a p °q Cahu IM cti y�ue Ree Sl 4. g - a0<> hik,Park y sp °,. 4,"Jash�lg<�i .. I :_ T- 3' Yanwoo°St CharlBr V.F�'e'aY Dr. "Scrw°I Fsrk A. ��radQ Ile. „km, Cap H°mme 47 Grapevine St Mersa k.,Lh P.aikh f Wi9°w S1 Adams f ark ;r Vdage'�io slp[d4 l >, Amber St Haystack Rtl 7a; o ff LNmg De_ert Botanic0l Pk ♦ 4k Oast Sit'". 0 Ia WaY -0 ,ppm MdM�PI Rs � aeCY ArfvYa Figure 2:Twenty percent of the trade area's residents live within three miles of El Paseo. Background Gibbs Planning Group, Inc. (GPG) has been retained by the city of Palm Desert to conduct a retail feasibility analysis. The study area is located on El Paseo between Pines to Palms Highway and Portola Avenue,just south of Highway 111. Despite a strong reputation as a shopping destination,the city of Palm Desert and the El Paseo Shopping District have experienced a loss of market share in recent years. There is evidence of untapped retail demand in the study area. This report seeks to quantify the additional demand as a part of a larger effort to examine why this demand isn't being met, and whether the physical form of the shopping district may have an impact on the decline in sales. Due to both positive population growth and high-income demographics,the area presents a favorable environment for retail expansion. The City of Palm Desert is interested in understanding the market for attracting shoppers and new retailers to El Paseo and cultivating an appropriate tenant mix for the consumer base in the trade area. GPG addressed the following issues in this study: El Paseo Retail Market Study 5. Gibbs Planning Group,Inc 12 December 2017 • What is the existing and planned retail market in the study and trade area? • What is the primary trade area for El Paseo? • What are the population, demographic and lifestyle characteristics in the primary trade area, both currently and projected for 2022? • What is the current and projected growth for retail expenditures in the primary trade area, both now and for the next five years? • How much additional retail square footage is supportable in the El Paseo study area and what retail uses should be encouraged?What sales volumes can development achieve in or near the study area? .111 5 Mile Radius Palm `. R*.h Springs Thousand ] o4tt ° y `,..,,. Palms Ague Caliente 4*'"" Des- View Indian' Reservation4`"z.. Willow reek ... Crossi e Jun'ion Cathedral City° FIVER SIDE Rancho ryh..."'_'•^,: Mirage :`...,._ Myoma CALIFORNIA Ill ham Wells Study Im Desert Area °Cahuilla Ca zon Hills Little Coachega° ore>.. Paradise La Quinta Augustine LFL Thermal ';.. horn as ountain .Pinyon Crest ,Taylor Pinyon Pines a Valerie Santa Rosa Ribborwwod ° Martinez Indian Onehundred •-•emotionPalms I5 Mile Radius Figure 3.•Palm Desert is central to several other cities in the Coachella Valley,such as Palm Springs and La Quinta. Methodology To address the above issues, GPG defined a trade area that would serve the retail in the study area based on geographic and topographic considerations,traffic access/flow in the area, relative retail strengths and weaknesses of the competition, concentrations of daytime employment and 6. El Paseo Retail Market Study Gibbs Planning Group, Inc. 12 December 2017 the retail gravitation in the market, as well as our experience defining trade areas for similar markets. Population, consumer expenditure and demographic characteristics of trade area residents were collected by census tracts from the U.S. Bureau of the Census, U.S. Bureau of Labor Statistics and Esri (Environmental Systems Research Institute). Finally, based on the projected consumer expenditure capture (demand) in the primary trade area of the gross consumer expenditure by retail category, less the current existing retail sales(supply) by retail category, GPG projects the potential net consumer expenditure (gap)available to support existing and new development. The projected net consumer expenditure capture is based on household expenditure and demographic characteristics of the primary trade area, existing and planned retail competition,traffic and retail gravitational patterns and GPG's qualitative assessment of the El Paseo study area. Net potential captured consumer expenditure (gap) is equated to potential retail development square footage, with the help of retail sales per square foot data provided by Dollars and Cents of Shopping Centers(Urban Land Institute and International Council of Shopping Centers), qualitatively adjusted to fit the urbanism and demographics of the study area. Figure 4:The BNP Paribas Open is an annual tennis tournament that draws large crowds in nearby Indian Wells(Image Source:ATP Champions Tour). Tourists drawn to events in the valley are crucial to the success of El Paseo. For the purposes of this study, GPG has assumed the following: • Other major community retail centers may be planned or proposed, but only the existing retail is considered for this study. The quality of the existing retail trade in the study area is projected to remain constant. Gains in future average retail sales per sf reflect higher sales per sf in newly developed retail and selected increases in sales per sf by individual retail categories. • No major regional retail centers will be developed within the trade area of this analysis through 2022 for the purposes of this study. • The region's economy will continue at normal or above normal ranges of employment, inflation, retail demand and growth. • The subject site is properly zoned to support infill and redevelopment projects with current and innovative standards, and the existing infrastructure (water, sewer, arterial roadways, etc.)can support additional commercial development. El Paseo Retail Market Study 7 Gibbs Planning Group, Inc. 12 December 2017 • Annual population growth for the primary trade area is estimated to be 1.16 percent throughout the five-year period of this study. • Employment distribution is projected to remain constant, without a spike or decline in employment by NAICS categories. • The projected lease and vacancy rate model is based on our proprietary econometric model of the relationship between changes in employment and changes in vacancy and lease rates. Data was gathered from the U.S. Census Bureau, Esri, CBRE and local brokerage services. • Any new construction in the study area will be planned, designed, built and managed to the best practices of the American Institute of Architects, American Planning Association, American Society of Landscape Architects, Congress for the New Urbanism, International Council of Shopping Centers and The Urban Land Institute. • Parking for new development projects or businesses will meet or exceed the industry standards. GPG has noted that the existing parking is apparently adequate for present amounts of commercial, but that management and additional capacity may be necessary for new development or if the existing vacancies become occupied or new higher sales businesses deploy in the study area. • Visibility of any new retail is also assumed very good, with signage as required to assure easy visibility of the retailers. • Infill or redevelopment projects in the study area will open with sustainable amounts of retail and anchor tenants, at planned intervals and per industry standards. Trade Area 10 r f f 111, I: ' - ----i ' ,* ' ''., 4* Figure 5:El Paseo Drive is lushly manicured and boasts a host of luxury retail options(Image Sources:The Gardens on El Paseo,Palm Springs Life). Based on GPG's site evaluation, the existing retail hubs, population clusters, highway access, and the retail gravitation in the market, as well as our experience defining trade areas for similar communities throughout the United States, it was determined that consumers in the primary trade area generate demand to support a variety of retailers.This potential will continue to increase over the next five years, sustained by an annual population growth rate of 1.16 percent and household income growth of 2.04 percent. 8. El Paseo Retail Market Study Gibbs Planning Group,Inc. 12 December 2017 Vista Chino n 1, 4 miona`� j , �h'P 1 '""-. �!i2 Willis Palms �, °j * Coachella ct -6 '� Y¢ Thousand „ ,., Valley Preserve I g , , _.__ -=non Rd Hidden Palms � Odom 7 Mile " assalla Primary i r b��� �,pmaf Radius C" � Pa �^ 4 Trade Area ,. ii r Gerald Ford-_Dr ' '*, o camber Ca hedral City 1 r„ alms 111 i al' m) rl f }( m i Biskra Palms Rancho Mirager __ IL o 4 ' a I - :, ', ,-- ,, r ---T----k .2 7 '4--,, ,. ''. al ,/ I U, g B rmuda ; 6 I-‘ AZ runes r Ave Avenue 42 Study C f1,A L 7-F CI II I A Palm Desert rm... - 1 1 nes 111 Area 1 country A atilt_ i i ' Im Deert .Indian Wells t of 1 til v Indio nil# ii • � R I RIVERSIDE R S I Ca j _ _� t r r p ? venue 48 q�. Cahuilla ,r`---- ff Hills j venue 50 50th A e A La Qnta �� Coz o r 7,- r 52 _A e I } Rug "-4, La, Cahuilla ': reation Area Sandy 4, Reg r ?Pinyon Crest ,! nd Awe Taylor .^x..�..:,. u,*:...�m.. :.... - _ _�_.._..._ _... Tnrro.. Figure 6: The El Paseo primary trade area equates to a roughly 7-mile radius and includes Cathedral City and La Quinta. The primary trade area is the consumer market where the study area has a significant competitive advantage because of access, design, lack of quality competition, and traffic and commute patterns. This competitive advantage equates to a potential domination of the capture of consumer expenditure by the retailers in the study area. GPG defined a primary trade area by topography, vehicular access, strength of retail competition and residential growth patterns instead of standardized"drive-times." Consumers inside the primary trade area will account for up to 50 to 60 percent of the total sales captured by retailers on El Paseo. Due to the concentration of retail in the Coachella Valley and the physical limitations of surrounding national parks and forests, GPG finds that the primary trade area accounts for an area roughly defined by a 7-mile radius and inclusive of Palm Desert, La Quinta, Rancho Mirage, Cathedral City, and Indian Wells. Strong demographics within the primary trade area support a broad collection of study area retailers and restaurants. El Paseo Retail Market Study 9. Gibbs Planning Group, Inc. 12 December2017 The following borders approximately delineate the primary trade area: • North-Coachella Valley Preserve • South-62nd Avenue/San Bernardino National Forest • East-Jackson Street • West-Gene Autry Trail/Agua Caliente Indian Reservation Desert Springs North Palm white -=er Springs _- Secondary -, Trade Area 15 Mile Radius y acinto rness ' Jacin4a � n�,�Thou'.. Primary a 19,804ft Peke S in 4Pelms !#g '..,; Trade Area :View . �_. ..m,......, Ague Caliente V r'"r,^go o Indian " Cathedral _ C I F O R N I A Reservation cr Study ,addle Rancho Area lunch. d Mirage i v io Indian Wells Palm Desear" R I V E S I G Cahuilla ",..„'"7----,-,,,----,,, oilk t ,.,. _ Little Coachelao": -"" --,_ Paradise La Qu i1 Cad .nal Fo est a Thermal., Thomas ountain Pinyon r-- o Taylor :',. •' Pinyon Pines ` Slur gRibboneood Val le 86 Martinez . a... ,nza i t Santa 0 - undred� ,i Mecca -a IR. Palms 1111 il Figure 7:The primary trade area is shown in red,and the secondary trade area is shown in blue. Consumers in the secondary but not within the primary trade area will account for 15 to 20 percent of the business generated in the study area. Furthermore, the secondary trade area (Figure 7) extends in all directions to include residents and workers who because of direct access and limited competition may currently or in the future contribute expenditure to El Paseo retailers. The boundaries of the secondary trade area extend north to just above Mission Lakes Boulevard in Desert Hot Springs, east to Joshua Tree National Park, south to the Salton Sea, and west to San Bernardino National Forest. Residents who live in the secondary, but not within the primary, trade area will shop El Paseo retailers frequently, but the area will not be their primary shopping destination. Consumers in the secondary trade area 10. El Paseo Retail Market Study Gibbs Planning Group, Inc. 12 December 2017 are accustomed to drive times considerably longer than more urban populations and reported expenditure captured by existing retailers confirms regular patronage from the secondary trade area. Residents living within the secondary trade area will account for 15 to 20 percent of retail sales. Demographic Characteristics Using data from Esri (Environmental Systems Research Institute)and the U.S. Census Bureau, GPG obtained the most recent population and demographic characteristics (2017), and those projected for 2022 for the defined trade areas, as well as regional (Riverside-San Bernardino- Ontario Metropolitan Statistical Area) and statewide statistics. Table 2: Demographic Comparisons I .4 a ter ; "ham g44* d m ." 5 4: . 2017 Population 213,900 449,800 4,542,100 39,611,300 2022 Population 226,700 479,800 4,776,900 41,298,900 2017-2022 Projected Annual Growth o 0 0 ° Rate 1.16/0 1.30/0 1.01 /0 0.84/o 2017 Households 88,900 166,100 1,381,300 13,264,100 2022 Households 93,800 176,500 1,446,200 13,784,300 2017-2022 Projected Annual Growth I 1.07% 1.22% 0.92% 0.77% Rate Persons Per Household 2017 2.40 2.69 3.24 2.92 Median Age 50.1 41.2 33.7 36.0 2017 Median Household Income $59,700 $52,000 $58,800 $65,200 2017 Average Household Income $94,700 $81,300 $81,000 $95,800 2022 Median Household Income $65,800 $55,500 $64,100 $74,400 2022 Average Household Income $106,300 $91,500 $91,600 $108,500 % Households w. incomes$75,000+ 41.1% 34.9% 40.0% 44.9% % Bachelor's Degree or higher 32.4% 25.6% 20.9% 32.6 % Table 2:This side-by-side table compares the primary trade area and secondary trade area demographic statistics with those of the Riverside-San Bernardino-Ontario metropolitan area and the State of California. The primary trade area has an estimated 2017 population of 213,900 persons, which will increase at an annual rate of 1.16 percent to 226,700 by 2022. This annual growth rate is higher than the regional and state levels of 1.01 percent and 0.84 percent respectively, but lower than the secondary trade area at 1.30 percent.The number of households in the primary trade area is 88,900, holding 2.40 persons per household, and is projected to increase to 93,800 by 2022, a 1.07 percent total increase over the five years. Median household income is $59,700 and is expected to increase to $65,800 in 2022 at an annual rate of 2.04 percent. Average household El Paseo Retail Market Study 11. Gibbs Planning Group, Inc. 12 December 2017 income in the trade area is$94,700, while 41.1 percent of households earn over$75,000 per year -higher than regional statistics but lower than state statistics. Displaying education levels much higher than the region and comparable to the state, 32.4 percent of residents over the age of 25 have earned a bachelor's degree or higher. The primary trade area demonstrates a housing market characteristic of similar vacation destination markets within the states, particularly with a high percentage of homes used seasonally.Approximately 69.1 percent of homes are occupied, and the median home value is estimated to be $420,300. Of all households,47.6 percent are owner-occupied, a number that has decreased 0.4 percent since 2010 and is expected to decrease further to 47.4 percent by 2022. Renter-occupied households have increased from 19.7 percent in 2010 to 21.5 percent in 2017;this statistic is projected to continue to grow to 21.8 percent by 2022. The vacancy rate has decreased from 32.3 percent in 2010 to 30.9 percent in 2017, and is expected to continue to decrease to 30.8 percent by 2022. Of the 39,800 vacant housing units, 19.3 percent are actively for sale or rent while 72.0 percent are for recreational or seasonal use. The percentage of housing units valued at over$150,000 is expected to increase from 88.2 percent to 91.9 percent- coinciding with an increase in the median home value to$512,600 by 2022. Figure 8:Joshua Tree National Park provides a natural northeastern boundary to the secondary trade area(Image Source:Visit California). The secondary trade area demonstrates a higher population, but generally lower economic well- being compared to the primary trade area. There are 449,800 residents increasing by 1.30 percent annually to 479,800 by 2022. This growth rate is higher than the primary trade area, the region, and the state. The number of households is 166,100 increasing to 176,500 by 2022. Median household income in the area is$52,000 and the average household income is$81,300, both of which are less than the primary trade area and the state but similar to the regional. Median incomes are expected to increase to$55,500 by 2022 when the average household income will have grown by 12.5 percent to$91,500. Educational attainment is less than the primary trade area: only 25.6 percent of residents over the age of 25 have earned a bachelor's degree or higher.Additionally, only 34.9 percent of households earn more than $75,000 annually. The median age is 41.2. 12. El Paseo Retail Market Study Gibbs Planning Group, Inc. 12 December 2017 Tapestry Lifestyles Esri has developed Tapestry Lifestyles,which is an attempt to create 65 classifications, or lifestyle segments,that help determine purchasing patterns. These segments are broken down to the U.S. Census Block Group level and used by many national retailers to help determine future potential locations. The following Table 3 details the top Tapestry Lifestyles found in the primary trade area. Table 3:Tapestry Lifestyles i err 1,� , R g _ Population Silver&Gold residents comprise the most affluent senior 35,440 market.They prefer a more bucolic setting,but close to metropolitan cities in predominantly single-family,owner- Median HH occupied homes.Mostly older married couples with no Income$63,000 children,the median age is 61.8 years.Median income is higher than the nation at$63,000 and is derived from wages 21.9% Primary and salaries as well as Social Security,investments,and Trade Area retirement income.Primarily retired,many are still active in the labor force,with a participation rate of 41 percent;44 percent of Households residents are college-educated. Market Share These consumers have the free time,stamina,and resources 0.8% National to enjoy the good life.They are active seniors that maintain a Households regular exercise regimen and pay attention to healthier eating Silver&Gold Market Share habits.Able to pursue the luxuries that well-funded retirement affords,an active social life,travel,hobbies,and sports (especially golf and boating)are common activities. Population With a median age of 71.8 years, The Elders residents favor , x 21,700 communities designed for senior or assisted living,primarily in ` warmer climates with seasonal populations.Most of these 3. . Median HH householders are homeowners,although their housing varies 1 < Income$35,000 from mobile homes to single-family residences to high-rise -F' apartments.The average household size is 1.67,as 44 percent 14.6% Primary are married couples without children and 44 percent are single households. Trade Area ' Households Predominantly retirees, The Elders has a low labor force Market Share participation rate of 21.3 percent.Median household income is $35,000 and is derived primarily from Social Security, -Try 0.7% National �- retirement,or investments.Median household income is lower Households than the US,but median net worth is much higher.These The Elders Market Share consumers have definite opinions about their spending, focusing on price,but not at the expense of quality.They prefer to use coupons and buy American and environmentally safe products.Shopping includes apparel and exercise equipment. El Paseo Retail Market Study 13. Gibbs Planning Group. Inc. 12 December 2017 Population Most American Dreamers residents own their own homes, 21,600 primarily single-family housing-farther out of the city,where housing is more affordable.The median household income of 11, u Median HH $48,000 is slightly below average and is derived primarily from t. tt • wages or salaries.The majority of households include younger • Income$48,000 married-couple families with children and,frequently, o grandparents;the median age is 31.8 and the average 9.3% Primary Trade Area household size is 3.16.Diversity is high; many residents are foreign born,of Hispanic origin.Unemployment is higher at Households 10.7 percent;labor force participation is also higher at 67%. Market Share Spending is focused more on the members of the household 1.5% National than the home.Entertainment includes multiple televisions, Households movie rentals,and video games at home or visits to theme American Dreamers Market Share parks and zoos.When dining out,these residents favor fast- food dining places such as Taco Bell or Wendy's,as well as family-friendly restaurants like Olive Garden, Denny's,or IHOP. Population Golden Years is an older market with a median age of 51.0 12900 years and nearly 30 percent of residents aged 65 years or older.This market is primarily singles living alone or empty Median HH nesters,with an average household size of 2.05. y - Income$61,000 Approximately 43 percent of householders live in single-family homes and 42 percent in multiunit dwellings.Median o household income is$61,000,and although wages still provide 8.0% Primary income to 2 out of 3 households,earned income is available Trade Area from investments,Social Security benefits,and retirement al Households income. Market Share These residents are well-educated-20 percent have graduate `"_.. * '� 1.3% National or professional degrees,26 percent have bachelor's degrees, Households and 26 percent have some college credits.Leisure time is Golden Years Market Share spent on sports(tennis,golf,boating,and fishing)or simple exercise like walking,as well as a wide variety of leisure interests,including travel,sports,dining out,museums,and concerts. Population Old and Newcomers are metropolitan city dwellers who live in 12,400 predominantly single households with a mix of married couples (no children);average household size is 2.11 and median age Median HH is 38.5.This market is composed of neighborhoods in ttIncome$39,000 transition,populated by renters who are just beginning their careers or retiring.Some are still in college;some are taking 7.4% Primary adult education classes. Unemployment is lower at 7.8 percent, with an average labor force participation rate of 62.6 percent. lr Trade Area Median household income is$39000 and 30 percent of Ør ct� Households Share households are currently receiving Social Security. to " 2.3% National pricep clippers,but open to r ! j Consumers are aware and coupon Households impulse buys.Entertainment features the Internet(dating sites Market Share and games),movies at home,country music,and newspapers. Old and Newcomers Food features convenience,frozen and fast food. Table 3:The top five Tapestry Lifestyle groups profiled above portray a primarily older population with a mix of some younger singles and families of varying income levels. 14. El Paseo Retail Market Study Gibbs Planning Group, Inc. 12 December 2017 Tapestry Lifestyles Segmentation Southwestern Families,1-3% Rural Resort Dwellers,1.1% Davin the Road,1.4% Fresh Ambitions,1.1% Urban Villages,1,5% Front Porches,1.5% 116 The Great Outdoors 1.8%_ Bright Young Professionals, p 2.0% In Style,2 3% Silver&Gold,21,9% Exurbanites,2.7%_ � 9 NeWest Residents,2.8% Senior Escapes,3.0"4 Home Imp!ot' lent,3.'2' Retirement The Elders,14.6% CorrimunrtresTO,IONF i. ss- t3:1401ry p Golden Years,8 0°% Figure 9: The relative proportions of the top twenty Tapestry Lifestyle segments found in the primary trade area. The trade area's most prominent lifestyle group is"Silver&Gold,"which represents 21.9 percent of households. This group is comprised of mostly older married couples with no children. These residents prefer a more bucolic setting, but close to metropolitan cities. Both home ownership and median home values surpass national averages as 83.8 percent of houses are owner-occupied and the median value is$289,000. Luxury cars and SUVs are the preferred means of transportation, and this is also the highest demand market for convertibles. Neighborhoods include seasonal or vacation homes, reflected in the high vacancy rate of 35%. Household size in these neighborhoods averages 2.02 persons. Silver& Gold residents are well-educated seniors:44 percent have college degrees.They are primarily retired, but many are still active in the labor force with a participation rate of 41 percent. Unemployment is low(7.2 percent) and self-employment is the highest among all Tapestry markets. The median household income is$63,000, and more than half of these households derive this income from wages and salaries, Social Security, or investments,with many also drawing retirement income. Active seniors that maintain a regular exercise regimen and pay attention to healthier eating habits,these residents also pursue the luxuries that well-funded retirement affords: an active social life,travel, hobbies, and sports (especially golf and boating), as well as liberal use of home El Paseo Retail Market Study 15. Gibbs Planning Group, Inc. 12 December 2017 maintenance services to minimize chores. They are both avid readers of newspapers, magazines, and books, as well as generous supporters of charitable organizations. Employment Base ce J x , .�^ '"- u 4,,: f J4'J x} r"a d },'ray x';c` lc ' ti A. * '' 04'' ', $t , , - 4. .,. :-* ;t * r rF { �q{r ky, ) Y 1 ryiY:.. . Mir r:'�4 'a ,x � 5� 'i 1 Y ,i� ii jai it 'illtill,t9 , , ,, 1 _ 'fir - , 4 -. , Figure 10:The JW Marriott Desert Springs Resort&Spa is one of the major employers in Palm Desert. (Image Source: Marriott) The employment picture found in the primary trade area reflects a concentrated services and retail sector foundation. With such a dominant proportion of workers employed in these sectors, most other employment categories display diminished percentages. Table 4: Employment Comparison by Sector .... ° 'x J xk� .'i<,' , "7i„xx•v 1. c �x G ' : ,r } P • t fi x k � °} �, , M 11 Jm :: i rjp t 'a6.' •x a- oe 1 : x Y;q7.17*,, : tF P 471..•v. : .i . e•.-=Xt; • ft Agriculture and Mining 2.3% 2.5% 1.2% 1.5% ,. Construction 4.8% 4.7% 4.7% 3.8% Manufacturing 1.1% 1.7% 6.7% 8.4% Transportation 1.5% 1.7% 3.6% 2.6% Communication 1.4% 1.2% 0.6% 1.1 Utility 0.5% 0.6% 0.7% 0.6% Wholesale Trade 1.5% 3.4% 5.8% 4.9% Retail Trade 28.6% 25.5% 25.5% 21.0% Finance, Insurance& Real Estate 7.0% 6.1% 5.6% 6.7% Services 48.0% 46.3% 39.5% 42.5% Government 3.3% 6.3% 6.1% 6.7% Unclassified 0.1% 0.1% 0.1% 0.3% Table 4: Services and retail trade comprise the bulk of primary trade area employment. 16. El Paseo Retail Market Study Gibbs Planning Group, Inc. 12 December 2017 As shown in Table 4 above, the service sector accounts for the majority of employment(48.0 percent) in the primary trade area. This is slightly higher than the state figure of 42.5 percent.This is likely due to higher levels of tourism and entertainment than in the state as a whole. Overall,the primary trade area economy is 56.4 percent white-collar. This mix of employment contains many sectors that are typically responsible for a significant source of daytime worker expenditure, suggesting that further commercial development may lure more daytime consumers to El Paseo to support new and existing retailers. Table 5: Drive Time and Trade Area Employment by Industry Sector m n ➢ k � Agriculture& Mining 90 780 2,260 Construction 370 1,300 4.590 Manufacturing 110 390 1,050 Transportation 140 570 1,490 Communication 170 730 1,300 Utility 30" 230 460 Wholesale Trade 200 480 1,450 Retail Trade 6,280 11,730 27,540 Home Improvement 40 130 1,220 General Merchandise Stores 550 870 3,310 Food Stores 600 1,110 2,730 Auto Dealers,Gas Stations, 80 540 3,190 Auto Aftermarket Apparel&Accessory Stores 1,210 1,350 1,490 Furniture&Home Furnishings 350 930 1,800 Eating& Drinking Places 2,350 5,060 10,520 Miscellaneous Retail 1,100 1,740 3,280 Finance,Insurance&Real Estate 2,330 3,790 6,770 Banks, Savings,& Lending Institutions 650 890 1,360 Securities Brokers 360 480 640 Insurance Carriers&Agents 190 310 750 Real Estate, Holding, Other Investment 1,130 2,110 4,020 Services" 5,480 22,000 46,230 Hotels& Lodging 300 2,370 5,440 Automotive Services 90 410 1,330 Motion Pictures&Amusements 440 2,320 8,240 Health Services 1,240 6,470 9,830 Legal Services 320 490 710 Education Institutions&Libraries 700 1,110 4,230 Other Services 2,390 8,830 16,450 Government 680 860 3,210 Unclassified 10 20 60 rs z .env s 'r"'Sw ;, �'�"' 3a' ;� � is Table 5: Almost half of the workers in the primary trade area are within a 10-minute drive of the study site. Within the service sector, other services include the leading subcategory comprising 17.1 percent of total employment, followed by health services (10.2 percent) and motion pictures and amusements (8.5 percent). The health services category can be explained by the needs of the El Paseo Retail Market Study 17. Gibbs Planning Group, Inc. 12 December 2017 aging population in the primary trade area. Many of these employees are likely candidates to leave the workplace for lunch and support restaurants within the study area. As the second leading category of employment, retail trade workers account for over 28 percent of employment within the primary trade area. This is due to the reputation of the Coachella Valley as a shopping destination and the presence of several shopping centers and national retailers. It should be noted that just because retail is already a high employment category does not necessarily mean the retail in the study area is adequately meeting the needs of trade area residents. Daytime employment plays a large role in supporting retail. There are estimated to be over 42,000 employees within a 10-minute drive of El Paseo; 12,700 of them are office employees who are known to expend at much higher rates, often eating out for lunch and shopping on the way to and from work.The mix of employees throughout the ten-minute drive time is consistent with primary trade area percentages, with services and retail trade being the leaders within ten minutes at 22,000 and 45,230 employees respectively. GPG estimates downtown merchants are regularly capturing expenditure from workers within ten minutes of the study site with the potential to increase sales to these daytime employees to support existing and new retailers. Table 6: Ten-Minute Drive-Time Worker Expenditure a ,• - g J 12,700 30,200 Prepared Food 8 111111111111111111 Beverage Limited&Full Service $44 $2,288 100% $29,057,600 $25,566,112 $54,623,712 Restaurants Drinking Places1-©- milimmilim$10,566,400 $10,566,400 $19,8= Retail Goods General Merchandise, Apparel,Home $70 $3,640 100% $46,228,000 $46,228,000 $86,901,360 Furnishings,Electronics Grocery $30 $1,560 100% $19,812,000 $19,812,000 $37,243,440 1 Convenience Items $20 $1,040 100% $13,208,000 $13,208,000 $24,828,960 exa � a a� a �. �.,'�. �'��.�`. ... B+M:- Table 6: Employees within ten minutes of the study site expend over$223.4 million dollars annually. Consumer expenditure from daytime employment compliments that captured in the evenings and on weekends by households in the trade area. "Office Worker Retail Spending in a Digital Age", published by the International Council of Shopping Centers in 2012, provides insight into the impact of office worker employment. Weekly office worker expenditure, adjusted for 2017 dollars, is estimated at$180. Weekly non-office worker expenditure, in 2017 dollars, is estimated at 37 percent of office workers. Non-office workers are estimated to have slightly less disposable income,to have multiple work locations including at home and typically are on the road more during their workweek. Retail purchases (general merchandise, apparel, home furnishings, electronics, grocery and convenience items) make up the majority of the office worker dollars, at $120 per week. Restaurant expenditures(full service, limited service and drinking places)account for the balance at$60 per week. Annualized, each office worker expends$9,360 before, during and after work. 18. El Paseo Retail Market Study Gibbs Planning Group, Inc. 12 December 2017 The annual impact of 42,900 workers within ten minutes of El Paseo is$223.5 million.This expenditure breaks down to include$74.5 million in prepared food and beverage establishments, $37.2 million in grocery purchases, $86.9 million in retail sales, and$24.8 million in convenience items. Catering to the daytime worker crowd with fast-casual restaurants, convenient on-street parking and extended evening hours may increase the worker expenditure captured by study area retailers. Furthermore, additional office and workforce development near El Paseo could favorably strengthen the daytime market for restaurants and retailers. Further research, including focus groups, is recommended to fully understand the existing policies and physical conditions that are limiting daytime worker shopping and dining. TRADE AREA CHARACTERISTICS ,71441'4 as 0 :441 • Figure 11:Palm Desert's location within the Coachella Valley and ease of regional access make El Paseo a popular destination during the tourist season and for events such as the Coachella Music Festival(Image Source:Coachella Valley). Location The primary trade area is at the heart of the Coachella Valley, situated along the 1-10 expressway. As a well-known tourist and shopping destination, Palm Desert is within a few hours drive for many Southern California residents, making it desirable for quick weekend getaways. Additionally, as a part of the Riverside-Ontario-San Bernardino metropolitan area,this proximity opens a large number of employment opportunities for trade area residents while providing a slightly less urban living experience. Significant events throughout the year, Joshua Tree National Park and temperate climate and quality of life amenities make for a desirable place to reside and visit. Access Regional linkage is strong in the primary trade area; CA-111,which connects the Coachella Valley to the US border with Mexico, and CA-74, which connects Palm Desert to Orange County on the coast, are both directly adjacent to the study area. Interstate-10,which connects the Coachella Valley with Los Angeles, is approximately 7 miles from the study area. This interconnectedness translates to almost 43,000 workers within a ten-minute drive time of the study area. El Paseo Retail Market Study 19. Gibbs Planning Group, Inc. 12 December 2017 Traffic volumes seen in Table 7 show that Interstate-10 predictably has the most traffic, averaging 81,000 cars per day. There are several east-west corridors north of El Paseo that experience higher amounts of traffic. Highway 111,just north of the study area, averages 39,400 cars daily. Other major corridors, such as Fred Waring, Country Club, and Monterey, experience daily averages of 31,700, 25,800, and 24,400 respectively. To the west and east of the study area, Highway 74 averages 19,000 cars daily, and Portola averages 13,400 cars daily. El Paseo itself correlates to these lower averages with only 12,800 cars daily. Table 7:Traffic Counts :x "fir . ` '' x:- :... „<" �+�„ 1-10 @ Monterey Avenue 81,000 Highway-111 @ Monterey Avenue 39,400 Fred Waring Drive @ Monterey Avenue 31,700 Country Club Drive @ Monterey Avenue 25,800 Monterey Avenue @ Highway-111 24,400 Highway-74(Pines to Palms)@ Highway-111 19,000 Portola Avenue @ Highway-111 13,400 El Paseo @ Highway-74 12,800 Table 7:The traffic chart shows heavy traffic north of El Paseo. Parking in El Paseo appears to be adequate. Several publications advertise ample free parking along the corridor. Should additional retailers locate to El Paseo, updates may be necessary to the parking management plan to ensure effective levels of parking availability nearest desired destinations. In today's busy world,the perception of a lack of parking is often reason enough for consumers to find alternative shopping destinations. Tourism �„ 7 - - , "b;. ,.✓"':.. mod,' fi. +, rr/l$* OWSKY y". SCULPTURE GARDEN t, • j ' Ri Figure 12:Natural beauty,golf and tennis,beautiful resorts,and cultural attractions such as the Palm Springs Art Museum are some of the many reasons why visitors are drawn to this area annually.(Image Sources:palm-desert.org;Palm Springs Art Museum) Palm Desert has long been recognized as a popular vacation destination within the Coachella Valley. Whether enjoying a local spa or resort, attending an event such as the Coachella Music Festival, or taking advantage of the host of outdoor recreation opportunities, the seasonal variations and captivating scenery draw visitors throughout the year. Information provided by The Official Greater Palm Springs Convention and Visitors Bureau (CVB) estimates that the greater Palm Springs area, of which Palm Desert is a part, hosts 12.9 million visitors annually, leading to a$6.4 billion economic impact. 20. El Paseo Retail Market Study Gibbs Planning Group. Inc. 12 December 2017 Tourism plays an integral role in the success of retail in Palm Desert. Research on tourism spending suggests that"dining out"and"shopping"are popular activities for both day-trip and overnight visitors. The CVB estimates that each tourist in Palm Desert spends on average$110 on dining and$100 on shopping per day. Furthermore, their report paints a picture of the typical Palm Desert visitor as an older married couple with considerable disposable income. Half of area visitors are 55 and over, 71 percent have an annual household income of$80,000 or more, and 70 percent have at least a bachelor's degree. With the advantageous, central location of El Paseo, the potential capture of this total economic impact by retailers and restaurants could be increased with additional commercial development in the study area. Other Shopping Areas As part of GPG's evaluation, neighborhood, community, and regional shopping centers near the study area were identified and studied to assess their retail appeal, strength of tenant mix, general maintenance, and accessibility. In addition to aerial imaging, GPG used information from the International Council of Shopping Centers' Global Shopping Center Directory. Cou tr ` •Dr SPuudrY Club Dr Cotaltry CUB Dr• Cwgh'Y Club Dr CPurdry Cluhe. Dauquel'fbny -1kre 9 ess R x r- i i �d P . s o J co ' �. ,,,F.,� qd aM g o _ Mom Lnw � TaphRa, R .» PdU , u VerhQfda Rdgs ComasSan Remo °17 Run n SPnn9S's a I ad 44 m , ,' sees ''. ` ,,, `I Palm Deu'e$ y 8 R C nqy Ln Auk'.P Soccer Park e h I. la w g ll L* rdnur,n Geh �erQ Rd 1 0 '�_ . 42,4 Ave . Hbvley 1n E Y Savene mho Mirage .e '1, �---- Ci ~ iE �� b.. k 4 (� "ror ore,, . male L? u d� ° 3� Gary Ave 4 Ave 5udy t a .y _. ,- m, g� „Castellena S �Magn85ta Fall,vrtY Part Area � # 'Y� � P-----�greed I � r..' Rutledge Y D ki +Park ViieW Pr- _4re, kb ¢ rl, ('-' Exed warn,.Pr .Halm Deserte. Gaeta Atr ve sasm44..Or Fred waning pr Floc g ah C n'1re3agre k"/aq[ata�a VYsry! • '.„�,. De Anm MY `MIntlien Wells o. Ales or S�dr D c 4,1 , € _.1 I __ vUS is sway Ott - -Yle franc a ' • . Ch ^_ , TSe St m , Pulta 4 4yt = - Ha-Par4 I r W0srnatorr fi Ftrwa7 Dr E ado QIrorn School Par , i oDr Sgslea v r NIN Lnn o7 Orperne St 4r CpHRamPe Ahraw s § � � o Adatm Park vgdo fBAo eetG 4 Atr5 $ Im97, stack c It na Pa 0 4if uOes.yy'?fPprpla eSQlrf �;CAM'or' o14 Q '�r af' C awax i q Ca 6 Hills° p N... serf Arrdlo' Figure 13:There is a regional mall,a community center,and a lifestyle center all within 3 miles of the study area. El Paseo Retail Market Study 21. Gibbs Planning Group, Inc. 12 December 2017 The strongest competition to El Paseo are the more affordable options available at shopping centers within close proximity to the study area, such as Westfield Palm Desert and Desert Crossing Shopping Center. Desert Hills Premium Outlets may also compete most strongly with tourist shoppers, as it offers a convenient location by the 1-10 expressway as well as outlet prices on similar brands to El Paseo. Table 8: Existing Regional Malls, Community Centers, Lifestyle Centers,and Shopping Districts i r w. € 1 .-b a n .. M 1 C € € e a s g € s _ . € # { 1 Westfield Palm Desert Regional Mall 982,000 sf 0.6 miles 2 Desert Hills Premium Outlets Regional Mall 640,000 sf 33.6 miles Desert Crossing Shopping 3 Center/One Eleven Town Community Center 615,000 sf 1.2 miles Center 4 Monterey Marketplace/Desert Community Center 1,260,000 sf 5.8 miles Gateway 5 Highway 111,Washington to Community Center 1,520,000 sf 6.2 miles Jefferson 6 Indio Towne Center Community Center 560,000 sf 11.9 miles 7 The River at Rancho Mirage Lifestyle Center 233,000 sf 2.3 miles 8 Downtown Palm Springs Shopping District - 13.1 miles y Wie Nrntlt Peen fff 4V� ax Camzon t�4afi o SO*4Va Ttwtxarb p.m....4 .~/482.0E CM me $an O• Via. 414n t Atka) 4PflaeltmN 41p1va and a•Oata.Iwi.goo CaneauN CI? Rne Co.e pen Y•aay � MkBpe Myom• A L I ( O R N I ■ *". OsoPeft Fan YMs NouM•In '�`""' Can � Nelb I It' L, . Ceseltaiao Sat Bana National For P•.aaam w® ' d,4 phae Maw p„tror Rudy Area l0. Boma oM•m a Ptn..n CnA Table 8&Figure 14: The majority of competing retail is within 15 miles of the study site. Within the trade area, Westfield Palm Desert is the only regional center and offers a strong mix of tenants with anchors such as Macy's and JCPenney. Given the demographics of the primary 22. El Paseo Retail Market Study Gibbs Planning Group,Inc. 12 December 2017 trade area,the proximate threat to El Paseo retailers are the number of general merchandise, large format retailers including Target and Walmart. Maintaining the luxury appeal of El Paseo while offering contemporary upscale merchandise could broaden the draw to shoppers who primarily shop at these large-format retailers. Regional Malls CK{s iICit ' Figure 15:Westfield Palm Desert is El Paseo's closest competition,located just across Highway 111. (Image Source:City of Palm Desert) 1.Westfield Palm Desert Westfield Palm Desert is the only regional mall located within a 15-mile radius of the study area. Owned by the Westfield Group,this 982,000 square-foot shopping center was built in 1982 and renovated in 2004. It is located 0.6 miles from The Shops on El Paseo and is anchored by Macy's, Sears, JCPenney, Dick's Sporting Goods, and Barnes& Noble. Its 144 stores bring in $219,000,000 in total annual retail sales. • Figure 16:Desert Hills Premium Outlets is an outdoor regional mall catering to the whole valley.(Image Source:(left) Visit Greater Palm Springs(right)Premium Outlets) 2. Desert Hills Premium Outlets While this regional mall is located 33.6 miles from the study area, its 640,000 sf of outlet space offer some similar options to El Paseo, including Bottega Veneta, Burberry, Chico's, and Gucci. Owned and operated by Simon Property Group,the 130 stores in this outlet mall have average sales of$1,000 per square foot. El Paseo Retail Market Study 23. Gibbs Planning Group, Inc. 12 December 2017 Community Centers {:, Xr, Figure 17. Desert Crossing Shopping Center houses many big box retailers as well as affordable dining options. (Image Source:Showcase) 3. Desert Crossing Shopping Center/One Eleven Town Center Located only 1.2 miles from the study area, Desert Crossing Shopping Center offers affordable options such as Target, Bed Bath & Beyond, Best Buy, and TJ Maxx. Built in 1997, this 515,000 square-foot community center is owned by PGIM Real Estate and contains 34 stores. One Eleven Town Center, located across Highway 111, offers an additional 100,000 sf of retail, including Nordstrom Rack, HomeGoods, and Whole Foods. 4. Monterey Marketplace/Desert Gateway Monterey Marketplace is a 560,000 square-foot community center located at Dinah Shore & Monterey Avenue off of the 1-10 expressway, 5.8 miles from the study area. Built in 2008, its 24 stores are anchored by The Home Depot, Regal 18 Plex Theatres, and Clark's Markets. On the other side of Monterey, Desert Gateway is a 700,000 square-foot community center that opened in 2005, contains about 25 stores, and is anchored by a Walmart Supercenter and Kohl's. Figure 18:The busy intersection at Highway 111 and Washington Road includes several different shopping centers.Indio Towne Center is a newer community center actively looking to lease all of its space. (Image Source:(left)Lift Partners (right)CommercialSearch) 5. Highway 111,Washington St to Jefferson St, La Quinta This stretch of Highway 111 in La Quinta contains several large community centers. Washington Park Shopping Center, anchored by Target, World Market, and Lowe's, opened in 2003 and was renovated in 2007. It is approximately 600,000 square feet and contains 32 stores. One Eleven La Quinta Center, on the other side of the highway, opened in 1989,was renovated in 2002, and contains 620,000 square feet of retail including Bed Bath & Beyond and Ross. Komar Desert 24. El Paseo Retail Market Study Gibbs Planning Group, Inc. 12 December 2017 Center, at Highway 111 &Jefferson, adds another 300,000 square feet of retail and is anchored by Costco. These shopping centers are located 6.2 miles from the study area. 6. Indio Towne Center Completed in 2009, Indio Towne Center is a 560,000 square foot community center anchored by The Home Depot, Toys R Us, Winco, Petco, Party City, and 24 Hour Fitness. Located 11.9 miles from the study area,this shopping center's proximity to 110 makes it a convenient destination for residents of Coachella Valley. It contains 33 stores and is owned by Regency Centers. Lifestyle Centers Y"a r" . - ,• . 7MM �° & Figure 19:The River at Rancho Mirage is a dining and entertainment destination.Monterey Marketplace offers convenience to the Coachella Valley. (Image Source:Relax Rancho Mirage CA) 7.The River at Rancho Mirage The River at Rancho Mirage is a 233,000 square foot lifestyle center located at the intersection of Highway 111 and Bob Hope Drive. Located 2.3 miles from the study area,this shopping center is anchored by Forever 21 and Cinemark Century Theaters. Its 22 stores offer several dining options, including The Cheesecake Factory, P.F. Chang's, Rocky Mountain Chocolate Factory, and Baja Fresh. This center opened in 2002 and is owned by Pacific Castle. Shopping Districts i A Figure 20:Palm Canyon Drive in Palm Springs contains many local businesses and boutiques. (Image Source:(left) California Travel and Tourism Commission(right)palmsprings.com). 8. Downtown Palm Springs Located 13.1 miles from the study area, downtown Palm Springs offers a walkable shopping experience consisting of over 500 businesses, including many art galleries and small boutiques. In addition,there are approximately 900,000 square feet of planned redevelopment in and around the downtown area. El Paseo Retail Market Study 25' Gibbs Planning Group, Inc. 12 December 2017 i y (j t tf ..y', � p w- < ,fit,:.. � � }' '.:� .. � ti __ _ ,. .'i *:y ,,hp A t ,;Y :::...„:,,,,,,.4.4.:.474...1,4.;,:k.2„...,,,,..„:„._ � ire rx � «. ,..�f � ° ,, T F 6 M " Figure 21': El Paseo has an already-developed building stock that could be complemented by new retailers. SUMMARY of FINDINGS This study finds that El Paseo is presently supportable with up to 250,900 sf of additional retail space. This new retail can potentially capture$112.6 million of expenditures in 2017, growing to $118.2 million in expenditures by 2022. This retail development could include: • Convenience Centers: One to two 25,000 to 30,000 sf convenience centers located along visible and well traveled streets.These centers can include a wide range of retailers such as apparel, electronics or phone stores, full service restaurants,jewelry, and office supplies. • Neighborhood Centers: One 75,000 , in an underutilized or infill ready lot with excellentto100000 visibilitysf andneighborhood along a primarycenterlocated street. The neighborhood center could include a grocery store, electronics, apparel stores, and other miscellaneous store retailers. • Community Centers: One 125, to , sf community center located along the primary street. The community center could 150000 include a variety of general merchandise or convenience oriented offerings, such as a grocery store and other large-format retailers. • Lifestyle Centers: One 150,000 to 250,000 sf lifestyle center, which would include upscale national-chain specialty stores with dining and entertainment in an outdoor setting. These retail centers could be developed as conventional shopping centers or more likely as filled vacancies, infill, or redevelopment within the current shopping district. 26• El Paseo Retail Market Study 017 Gibbs Planning Group, Inc. 12 December 2 A detailed examination of the supportable sf of retail uses is found in the following Table 9: Table 9: 2017&2022 Additional Supportable Retail Table El Paseo Primary Trade Area r x Est .ib P a B 4, 00,4004, i f7 1. a aw .� '" "'r�"3'�"K',' i, � x` "`"' ".!E',':i.. ..;* > .. '' '„rf.. ...... . Retailers Apparel Stores 14,200 $425 $6 035,000 $445 $6 319 000 6 8 PBeer,Wine&Liquor Stores 6,000 $350 $2,100,000 $3701 $2 220,000 2-3 Book&Music Stores 4,400 $320 $1,408,000 $3355 $1,474,000 1 -2 <Electronics&Appliance Stores 13,700 $450 $6,165,000 $475. $6,507,500 5-6 [Florists 1,200 $375 $450,000 $395'r $474,000 1 [Office Supplies&Gift Stores 14,600 $360 $5,256,000 $380 $5,548,000 7-8 Grocery Stores 36,500 $525 $19,162,500 $550Trr$20,075,000 1 -2 Hardware 9,300 $335 $3,115 500 $350 $3 255 000 2 3 `Jewelry Stores 4,700 $550 $2,585,000 $580 $2 726 000 3 4 =Miscellaneous Store Retailers 16,400 $325 $5,330 000 $3401 $5 576,000 7-8 [Pharmacy&Health Supply 9,500 $480 $4,560 000 $505 $4,797,500 2-3 ;Shoe Stores 7,200 $4251 $3,060,000 $4451 $3,204,000 4-6 !Specialty Food Stores 9,600 $440 $4 224 000 $460.1 $4 416 000 2-3 Sporting Goods&Hobby Stores 8 000 $385 $3,080,000 $4051 $3,240,000 2-3 Restaurants Bars, Breweries&Pubs 8,700 $410 $3,567,000 $430 $3,741,000 2-3 :Full Seance Restaurants 35,900• $525 $18,847,500 $550 $19,745,000 8-10 LUmited Seance Eating Places 32,700 $410 $13 407 000 $430 $14,061,000 11 12 E [Special Food Services 18 300 $560 $10,248 000` $5901 $10 797 000 9 10 ors'ram INC4Pit t ! 1F€ ;�' '� 4 s € 6 k 1 u u.... . Table 9:Sales stated in constant 2017 dollars. The demographics of the primary trade area show a population base of 213,900,which will increase to 226,700 by 2022, at an annual growth rate of 1.16 percent.The persons per household is 2.40, and median age is 50.1 years old.The median household income of$59,700 in the primary trade area is lower than state but comparable to regional averages, and a higher average household income ($94,700) suggests that there are many residents within the trade area with disposable income. Educational attainment is higher than the regional and comparable to the state levels as 32.4% of residents over the age of 25 have earned a bachelor's degree or higher. Employment in the primary trade area favors the service sector(48.0 percent),while retail is the other strong sector at 28.6 percent. There are over 42,800 employees within a 10-minute drive of El Paseo Retail Market Study 27. Gibbs Planning Group. Inc. 12 December 2017 the study site. These daytime consumers expend over$223.4 million annually, a portion of which is currently being captured by existing retailers. More expenditure from the 10-minute drive time employees may be captured by new and existing retailers with the opening or expansion of lunch- time restaurants as well as more affordable dining and shopping options than currently exist. Tapestry lifestyles in the market reflect a majority base of"Silver& Gold"households, representing 21.9 percent of all households. These residents are active senior that maintain a regular exercise regimen and pay attention to healthier eating habits.They pursue the luxuries that well-funded retirement affords: an active social life, travel, hobbies, and sports. With more disposable income than many of the surrounding households, they are likely to enjoy entertainment, dining, and shopping in town. Retail Category Definitions Retail categories in the Supportable Retail Table correspond to the North American Industry Classification System (NAICS), the standard used by Federal statistical agencies in classifying business establishments for the purpose of collecting, analyzing, and publishing statistical data related to the U.S. business economy.The following NAICS codes and definitions are provided by the U.S. Census Bureau: Retail Auto Supply Stores (4411): establishments known as automotive supply stores primarily engaged in retailing new, used, and/or rebuilt automotive parts and accessories, automotive supply stores that are primarily engaged in both retailing automotive parts and accessories and repairing automobiles; establishments primarily engaged in retailing and installing automotive accessories; and establishments primarily engaged in retailing new and/or used tires and tubes or retailing new tires in combination with automotive repair services. Furniture Stores(4421): establishments primarily engaged in retailing new furniture, such as household furniture (e.g., baby furniture box springs and mattresses) and outdoor furniture; office furniture(except those sold in combination with office supplies and equipment); and/or furniture sold in combination with major appliances, home electronics, home furnishings and/or floor coverings. Home Furnishings Stores(4422): establishments primarily engaged in retailing new home furnishings (except furniture). Electronics and Appliance Stores (4431): establishments primarily engaged in retailing the following new products: household-type appliances (refrigerator, dishwasher, oven), cameras, computers/software, televisions and other electronic goods. Hardware Stores (4441): establishments primarily engaged in retailing new building materials and supplies(lumber, plumbing, electrical,tools, housewares, hardware, paint, and wallpaper). Lawn and Garden Supply Stores(4442): establishments primarily engaged in retailing new lawn and garden equipment and supplies. (Nursery,farm and garden products, outdoor power equipment). 28. El Paseo Retail Market Study Gibbs Planning Group, Inc. 12 December 2017 Grocery Stores (4451): establishments primarily engaged in retailing a general line of food products (canned/frozen food, fruits and vegetables, meat,fish, poultry, milk, bread, eggs, soda). Specialty Food Stores (4452): establishments primarily engaged in retailing specialized lines of food (meat, fish/seafood, fruits/vegetables, baked goods, candy, nuts, confections, popcorn, ice cream, items not made on the premises). Beer,Wine, and Liquor Stores (4453): establishments primarily engaged in retailing packaged alcoholic beverages, such as ale, beer, wine and liquor. Health& Personal Care Stores (4461): establishments primarily engaged in retailing health and personal care products (pharmacies/drug stores, first aid, beauty products, household supplies, candy, prepackaged snacks, optical goods, vitamins/supplements). Clothing stores (4481): men's and boys'clothing stores;women's and girls'clothing stores; children's and infants'clothing stores;family clothing stores; clothing accessories stores. Shoe Stores (4482): Shoes (men's,women's, child/infant, athletic). Jewelry Stores (4483): Jewelry, luggage, and leather goods (silverware,watches, clocks, handbags, briefcases, belts, gloves). Sporting Goods Stores (4511): establishments primarily engaged in retailing new sporting goods (fitness equipment, bikes, camping, uniforms and footwear). Book& Music Stores (4512): establishments primarily engaged in retailing new books, newspapers, magazines, and prerecorded audio and video media. Department Stores (4521): establishments known as department stores primarily engaged in retailing a wide range of the following new products with no one merchandise line predominating: apparel;furniture; appliances and home furnishings; and selected additional items, such as paint, hardware, toiletries, cosmetics, photographic equipment, jewelry,toys and sporting goods. Merchandise lines are normally arranged in separate departments. General Merchandise Stores (4529): establishments primarily engaged in retailing new goods in general merchandise stores (except department stores) (warehouse clubs, supercenters, apparel, auto parts, dry goods, hardware, groceries, housewares, no line predominating). Florists (4531): establishments known as florists primarily engaged in retailing cut flowers, floral arrangements, and potted plants purchased from others. These establishments usually prepare the arrangements they sell. Office Supplies& Gift Stores (4532): establishments primarily engaged in one or more of the following: (1) retailing new stationery, school supplies, and office supplies; (2) retailing a combination of new office equipment,furniture, and supplies; (3) retailing new office El Paseo Retail Market Study 29. Gibbs Planning Group, Inc. 12 December2017 equipment, furniture, and supplies in combination with retailing new computers; and (4) retailing new gifts, novelty merchandise, souvenirs, greeting cards, seasonal and holiday decorations and curios. Miscellaneous Retailers (4539): establishments primarily engaged in retailing new miscellaneous specialty store merchandise (except motor vehicle and parts dealers; furniture and home furnishings stores; consumer-type electronics and appliance stores; building material and garden equipment and supplies dealers; food and beverage stores; health and personal care stores; gasoline stations; clothing and clothing accessories stores; sporting goods, hobby, book, and music stores; general merchandise stores; florists; office supplies, stationery, and gift stores; and used merchandise stores). Pet supplies, art dealers, manufactured home dealers, tobacco/cigar stores, Restaurants Full-Service Restaurants (7221): establishments primarily engaged in providing food services to patrons who order and are served while seated(i.e.,waiter/waitress service) and pay after eating. Establishments that provide these types of food services to patrons with any combination of other services, such as carryout services are classified in this industry. Limited-Service Restaurants (7222): establishments primarily engaged in providing food services where patrons generally order or select items and pay before eating. Most establishments do not have waiter/waitress service, but some provide limited service, such as cooking to order(i.e., per special request), bringing food to seated customers, or providing off-site delivery (cafeterias, snack/juice bar, ice cream/soft serve shops, cookie shops, popcorn shops, donut shops, coffee shops, bagel shops). Special Food Services (7223): establishments primarily engaged in providing one of the following food services (2) a location designated by the customer; or(3) from motorized vehicles or non-motorized carts. • Food Service Contractors: Establishments may be engaged in providing food services at institutional, governmental, commercial, or industrial locations of others based (cafeteria, restaurant, and fast food eating-place) on contractual arrangements with these types of organizations for a specified period of time. Management staff is always provided by the food services contractor. • Caterers: providing single event-based food services. These establishments generally have equipment and vehicles to transport meals and snacks to events and/or prepare food at an off-premise site. Banquet halls with catering staff are included in this industry. Examples of events catered by establishments in this industry are graduation parties, wedding receptions, business or retirement luncheons and trade shows. • Mobile Food Services: establishments primarily engaged in preparing and serving meals and snacks for immediate consumption from motorized vehicles or non-motorized carts. The establishment is the central location from which the caterer route is serviced, not each vehicle, or cart. Included in this industry are establishments primarily engaged in providing food services from vehicles, such as hot dog carts and ice cream trucks. 30. El Paseo Retail Market Study Gibbs Planning Group, Inc. 12 December 2017 Drinking Places (Alcoholic Beverages) (7224): establishments primarily engaged in preparing and serving alcoholic beverages for immediate consumption (bars,taverns, nightclubs). Shopping Center Definitions This study utilizes the shopping centers typologies defined by the International Council of Shopping Centers(ICSC)as follows: • Convenience Centers: Convenience centers are 30,000 sf or less, unanchored, and generally will service a trade area of up to one mile. These centers include banking, carryout foods, florists, mail centers, small restaurants, small food markets, and professional services such as real estate and financial consulting.The centers typically include six to eight businesses. • Neighborhood Centers: Neighborhood centers are anchored with a full-sized supermarket and typically range from 60,000 to 100,000 sf. They service a trade area of two to three miles and can include apparel, banks, carryout food, hardware, mail centers, restaurants, sporting goods and professional services such as financial consulting and real estate. • Community Centers: Community centers typically range from 150,000 to 300,000 sf and are almost always anchored with a full-sized department store.They also include junior anchor retailers selling books, crafts, shoes, and sporting goods. Community centers often include large home improvement stores and medium-sized discount apparel stores. Their service area is typically five to seven miles in suburban locations. • Lifestyle Centers: Lifestyle centers average 150,000 to 200,000 sf and feature popular apparel, book, and home furnishing stores, as well as cinemas and a wide selection of themed restaurants. The centers are frequently planned as walkable areas with main streets. Recently, lifestyle centers have included large anchors such as department stores, public libraries, and supermarkets. These centers typically have a trade area of four to six miles when developed in suburban settings. Lifestyle centers that include civic, employment, and residential buildings along with the retail land use are defined as`town centers.' • Regional Centers: Regional centers average trade areas of eight to 12 miles and are anchored with multiple department stores. The centers can range from 800,000 to 1,500,000 sf, and often include cinemas along with 200,000 sf of national brand fashion. Rationale The rationale for the findings in this study follows: • Strong tourism: Palm Desert has a desirable location within the Coachella Valley, particularly as a weekend getaway for Southern California residents. Known as a shopping and tourist destination,the greater Palm Springs area brings in over 12.9 million visitors annually which has an estimated $6.4 billion impact on the economy. El Paseo Retail Market Study 31. Gibbs Planning Group, Inc. 12 December 2017 Tourism has increased in recent years and is expected to continue this trend due to regional marketing and outreach strategies. • High average and median incomes: Residents in the primary trade area demonstrate higher levels of disposable income than regionally. This suggests that the study area can support more retail in order to meet the untapped market demand. Additionally, many of these residents are retired, leading to the possibility of more daytime shoppers. • Underrepresented markets:The El Paseo study area offers luxury shopping options, and could benefit from expanding into underrepresented contemporary markets. Limits of Study The findings of this study represent GPG's best estimates for the amounts and types of retail projects that should be supportable in the study area. Every reasonable effort has been made to ensure that the data contained in this study reflect the most accurate and timely information possible and are believed to be reliable. This study is based on estimates, assumptions, and other information developed by GPG independent research effort, general knowledge of the industry, and consultations with the client and its representatives. This study is designed as objective third party research and GPG does not recommend that any or all of the supportable retail be developed in the study area. No responsibility is assumed for inaccuracies in reporting by the client, its agent and representatives or in any other data source used in preparing or presenting this study. This report is based on information that was current as of November 28, 2017, and GPG has not undertaken any update of its research effort since such date. This report may contain prospective financial information, estimates, or opinions that represent GPG's view of reasonable expectations at a particular time, but such information, estimates, or opinions are not offered as predictions or assurances that a particular level of income or profit will be achieved,that particular events will occur, or that a particular price will be offered or accepted. The actual amounts of supportable retail could be significantly higher or lower depending on multiple market and not market variables including the type, design and quality of the new development. It is plausible that a walkable town center,with well-designed buildings and public realm, could draw visitors from beyond this study's estimated trade area boundaries and considerably outperform the site's location and limited market potential.This would require an extraordinary development team and retailer mix unique to the market, including anchor retailers. On the other hand, a poorly implemented commercial center or badly managed businesses could underperform the location. Actual results achieved during the period covered by our prospective financial analysis may vary from those described in our report, and the variations may be material. Therefore, no warranty or representation is made by GPG that any of the projected values or results contained in this study will be achieved. This study should not be the sole basis for programming, planning, designing, financing, or development of any commercial center. This study is for the use of The City of Palm Desert for general planning purposes only, and is void for other site locations or developers. --END OF ANALYSIS- 32. El Paseo Retail Market Study Gibbs Planning Group,Inc. 12 December 2017 Appendix A: Primary Trade Area Business Summary \ \)( § : f ± [ ± [ § / \ / f § ) / [ 2 [ § \ [ § 2 [ \ [ § § / 2 \ fiG / \; ) ° ! g [ U{;+ - 72- : [ye\;3&/§ [ 27 ; 7 )7777R ;§ 7 } ]{- : _ _ - q p, , =LS : ; R2 ; y; 2 '' : &= NN (0 ` m co \ .73 2. / o L. c ri E }, _ E _ - `_ :<} 03 \- \/CO E ± � — » § ) - 3 a » ) ! - }_ § E - _ [ / k -_ $ CC i ^ 7 : j \ § / \ E f { : _ ! o \ /) ) _ / ® ƒ r rr ; a ` | 2/ }! $ i ) ,f] « ; •/ a _ _ f , e ; ! 2) 1 ! \ - - " � I - - :> , E . _ r2$ ; ; = ! ! $ _ \ { ) ! ! § \ /\ ) ) ; | d / F. § ` U H.2 ! §! e ;� ƒ ) } �) \ \ {! ! / r § : ] !{ {! ##) § % \ ) \ ) ti) k E \ ,_ - ] ! \ \ gCEO lf3 , < #� � 3 f e _ J of < , I JO } \ - 2/ ww ii 'o o : « J : � ° ` $ ° 0 2 _........ 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El Paseo Retail Market Study Gibbs Planning Group, Inc. 12 December 2017 Appendix B: Primary Trade Area Community Profile Gibbs Planning Group Community Profile Palm Desert PTA Prepared by Esri Area: 187.38 square miles Population Summary 2000 Total Population 157,399 2010 Total Population 200,481 2017 Total Population 213,913 2017 Group Quarters 736 2022 Total Population 226,657 2017-2022 Annual Rate 1.16% 2017 Total Daytime Population 241,336 Workers 113,212 Residents 128,124 Household Summary 2000 Households 64,176 2000 Average Household Size 2,44 2010 Households 83,634 2010 Average Household Size 2,39 2017 Households 88,892 2017 Average Household Size 2.40 2022 Households 93,759 2022 Average Household Size 2.41 2017-2022 Annual Rate 1.07% 2010 Families 53,119 2010 Average Family Size 2.94 2017 Families 56,428 2017 Average Family Size 2.95 2022 Families 59,571 2022 Average Family Size 2,96 2017-2022 Annual Rate 1.09% Housing Unit Summary 2000 Housing Units 91,049 Owner Occupied Housing Units 51.0% Renter Occupied Housing Units 19.5% Vacant Housing Units 29.5% 2010 Housing Units 123,494 Owner Occupied Housing Units 48.0% Renter Occupied Housing Units 19.7% Vacant Housing Units 32.3% 2017 Housing Units 128,610 Owner Occupied Housing Units 47.6% Renter Occupied Housing Units 21.5% Vacant Housing Units 30.9% 2022 Housing Units 135,445 Owner Occupied Housing Units 47.4% Renter Occupied Housing Units 21.8% Vacant Housing Units 30.8% Median Household Income 2017 $59,725 2022 $65,780 Median Home Value 2017 $420,304 2022 $512,634 Per Capita Income 2017 $39,338 2022 $43,863 Median Age 2010 47.3 2017 50.1 2022 51.3 Data Note: Household population includes persons not residing in group quarters. Average Household Size is the household population divided by total households. Persons in families include the householder and persons related to the householder by birth,marriage or adoption Per Capita Income represents the income received by all persons aged 15 years and over divided by the total population Source: U.S.Census Bureau.Census 2010 Summary File 1 Esri forecasts for 2017 and 2022 Esn converted Census 2000 data into 2010 geography. El Paseo Retail Market Study 35. Gibbs Planning Group, Inc. 12 December 2017 Gibbs Planning Group Community Profile Palm Desert PTA Prepared by Esri Area: 187.38 square miles 2017 Households by Income Household Income Base 88,892 <$15,000 9.2% $15,000-$24,999 10.0% $25,000-$34,999 9,4% $35,000-$49,999 13.1% $50,000-$74,999 17.2 $75,000-S99.999 11.3% $100,000-$149,999 13.3% $150,000-$199,999 6.7% $200,000+ 9 8% Average Household Income $94,742 2022 Households by Income Household Income Base 93.759 <$15,000 9,5% S15,000-S24,999 9.8% S25,000-S34,999 8.8% $35,000-S49,999 11 5% $50,000-$74,999 14,7% $75,000-S99,999 11.4% $100,000-$149,999 15.1% $150,000-$199,999 8.2% $200,000+ 11.0% Average Household Income $106.281 2017 Owner Occupied Housing Units by Value Total 61 249 <S50,000 4,6% $50,000-S99,999 3.4% $100,000-$149,999 3.9% $150,000-$199,999 5,7% $200,000-$249,999 6.5% S250,000-$299,999 6.6% $300,000-$399,999 16.5% $400,000-$499,999 13.9% $500,000-$749,999 20.4% $750,000-$999.999 8.9% S1,000,000+ 9.7% Average Home Value $497,387 2022 Owner Occupied Housing Units by Value Total 64,215 <$50,000 3.7% $50,000-S99,999 2.2% $100,000-$149,999 2.1% $150,000-S199,999 3.2% $200,000-S249,999 4.5% $250,000-S299,999 4.2% $300,000-$399,999 14.2% S400,000-$499,999 14.7% $500,000-$749,999 23.2% S750,000-$999,999 12.9% S1,000,000+ 15.0% Average Home Value $594,673 Data Note: Income represents the preceding year expressed in current dollars Household income includes wage and salary earnings interest d;vidends net rents pensions.SSI and welfare payments child support and alimony Source: U.S.Census Bureau,Census 2010 Summary File 1 Esn forecasts for 2017 and 2022 Esri convertea Census 2000 data into 2010 geography 36. El Paseo Retail Market Study Gibbs Planning Group,Inc. 12 December 2017 Gibbs Planning Group Community Profile Palm Desert PTA Prepared by Esri Area: 187.38 square miles 2010 Population by Age Total 200,481 0-4 51% 5-9 5.4% 10-14 59% 15-24 10.9% 25-34 9.3% 35-44 10.5% 45-54 12.5% 55-64 13.4% 65-74 13.9% 75-84 9.5% 85+ 3.5% 18+ 79.8% 2017 Population by Age Total 213,914 0-4 4.8% 5-9 4.8% 10-14 50% 15-24 10.6% 25-34 10.5% 35-44 91% 45-54 10.9% 55-64 14.1% 65-74 16.1% 75-84 10.0% 85+ 4.1% 18+ 823% 2022 Population by Age Total 226,657 0-4 4.8% 5-9 47% 10-14 4.8% 15-24 9.5% 25-34 11.2% 35-44 9.4% 45-54 9.4% 55-64 13.5% 65-74 17.1% 75-84 11.5% 85+ 4.2% 18+ 82.9% 2010 Population by Sex Males 97,734 Females 102,747 2017 Population by Sex Males 104,463 Females 109,450 2022 Population by Sex Males 110,677 Females 115,980 Source: U.S Census Bureau,Census 2010 Summary me 1.Esri forecasts for 2017 and 2022 Esri converted Census 2000 data into 2010 geography. El Paseo Retail Market Study 37. Gibbs Planning Group, Inc. 12 December 2017 Gibbs Planning Group Community Profile Palm Desert PTA Prepared by Esri Area: 187.38 square miles 2010 Population by RacelEthnictty Total 200.481 White Alone 75.9% Black Alone 1.9% American Indian Alone 0.7% Asian Alone 3.2% Pacific Islander Alone 0.1% Some Other Race Alone 15.1 Two or More Races 3.0% Hispanic Origin 36.8% Diversity Index 69.1 2017 Population by Race/Ethnicity Total 213.912 White Alone 73.6% Black Alone 2,0% American Indian Alone 0.8% Asian Alone 3.6% Pacific Islander Alone 0.1% Some Other Race Alone 16.6% Two or More Races 3.3% Hispanic Origin 40,3% Diversity Index 71.8 2022 Population by Race/Ethnicity Total 226.657 White Alone 72,0% Black Alone 2.1% American Indian Alone 0.8% Asian Alone 4 0% Pacific Islander Alone 0.1% Some Other Race Alone 17.5% Two or More Races 3.5% Hispanic Origin 43.2% Diversity Index 73.5 2010 Population by Relationship and Household Type Total 200.481 In Households 99.6% In Family Households 80.4% Householder 26.4% Spouse 20.6% Child 26.0% Other relative 5.0% Nonrelative 2.4% In Nonfamily Households 19.2% In Group Quarters 0.4% Institutionalized Population 0,2 Noninstitutionalized Population 0.2% Data Note: Persons of Hispanic Origin may be of any race. The Diversity Index measu e_tre probabtty that t c pedple from the same area will be from different raceethnic groups Source: U.S Census Bureau,Census 2010 Summary File 1.Esn forecasts for 2017 and 2022 Esn converted Census 2000 data into 2010 ueography. 38. El Paseo Retail Market Study Gibbs Planning Group, Inc. 12 December 2017 Gibbs Planning Group Community Profile Palm Desert PTA Prepared by Esri Area: 187.38 square miles 2017 Population 25+by Educational Attainment Total 159,978 Less than 9th Grade 5.6% 9th-12th Grade,No Diploma 7.3% High School Graduate 20.2% GED/Alternative Credential 2.3% Some College,No Degree 25.2% Associate Degree 7.0% Bachelor's Degree 19.8% Graduate/Professional Degree 12.6% 2017 Population 15+by Marital Status Total 182,729 Never Married 27.2% Married 53.2% Widowed 7.4% Divorced 12.2% 2017 Civilian Population 16+in Labor Force Civilian Employed 93.0% Civilian Unemployed(Unemployment Rate) 7.0% 2017 Employed Population 16+by Industry Total 87,539 Agriculture/Mining 1.9% Construction 7 2% Manufacturing 3.1% Wholesale Trade 1.8% Retail Trade 12.4% Transportation/Utilities 3.0% Information 1 7% Finance/Insurance/Real Estate 6.6% Services 58.9% Public Administration 3.3% 2017 Employed Population 16+by Occupation Total 87,540 White Collar 56.4% Management/Business/Financial 13.9% Professional 17.7% Sales 13.6% Administrative Support 11.3% Services 28.2% Blue Collar 15.4% Farming/Forestry/Fishing 1 2% Construction/Extraction 5.0% Installation/Maintenance/Repair 3.2% Production 2.5% Transportation/Material Moving 3.5% 2010 Population By Urban/Rural Status Total Population 200,481 Population Inside Urbanized Area 97.7% Population Inside Urbanized Cluster 0.0% Rural Population 2.3% Source: U.S.Census Bureau,Census 2010 Summary File 1 Esri forecasts for 2017 and 2022 Esn converted Census 2000 data into 2010 geography. El Paseo Retail Market Study 39. Gibbs Planning Group. Inc. 12 December 2017 Gibbs Planning Group Community Profile Palm Desert PTA Prepared by Esri Area: 187.38 square miles 2010 Households by Type Total 83,634 Households with 1 Person 28,5% Households with 2+People 71.5% Family Households 63.5% Husband-wife Families 49,6% Wth Related Children 15,9% Other Family(No Spouse Present) 13,9% Other Family with Male Householder 4.2 Wth Related Children 2 5% Other Family with Female Householder 9.7% Wth Related Children 6.1% Nonfamily Households 8.0% All Households with Children 24.8% Multigenerational Households 3,8% Unmarred Partner Households 7.7% Male-female 5.3% Same-sex 2.3% 2010 Households by Size Total 83,634 1 Person Household 28.5% 2 Person Household 41.5% 3 Person Household 10.9% 4 Person Household 9.1% 5 Person Household 5.4% 6 Person Household 2,6% 7+Person Household 2,1% 2010 Households by Tenure and Mortgage Status Total 83,634 Owner Occupied 70.8% Owned with a Mortgage/Loan 46,7% Owned Free and Clear 24.2% Renter Occupied 29.2% 2010 Housing Units By Urban/Rural Status Total Housing Units 123,494 Housing Units Inside Urbanized Area 97,2% Housing Units Inside Urbanized Cluster 0.0 Rural Housing Units 2.8% Data Note: Households with children include any households with people under age 18 related or rot. Muitrgeneratmnal households are families with 3 or more parent- child relationships Unmarried partner households are usually classified as nonfamdy households unless there Is another member of the household related to the householder.Multigenerational and unmarried partner households are reported only to the tract level Est,estimated block group data.which is used to estimate polygons or non-standard geography. Source: U.S.Census Bureau.Census 2010 Summary File 1 Esri forecasts for 2017 and 2022 Esri converted Census 2000 data into 2010 geography 40. El Paseo Retail Market Study Gibbs Planning Group, Inc. 12 December 2017 Appendix C: Primary Trade Area Housing Profile Gibbs Planning Group Housing Profile Palm Desert PTA Prepared by Esri Area: 187.38 square miles Population Households 2010 Total Population 200,481 2017 Median Household Income $59,725 2017 Total Population 213,913 2022 Median Household Income $65,780 2022 Total Population 226,657 2017-2022 Annual Rate 1.95% 2017-2022 Annual Rate 1.16% Census 2010 r 2017 r 2022 Housing Units by Occupancy Status and Tenure Number Percent Number Percent Number Percent Total Housing Units 123,494 r 100.0% 128,610F 100.0% 135,445 r 100.0% Occupied 83,634 67.7% 88,891 69.1% 93,758 69.2% Owner 59,251 48.0% 61,249 47.6% 64,215 47.4% Renter 24,383 19.7% 27,642 21.5% 29,543 21.8% Vacant 39,860 32.3% 39,718 30.9% 41,686 30.8% r 2017 r 2022 Owner Occupied Housing Units by Value Number Percent Number Percent Total 61,250 r 100.0% 64,215 r 100.0% <$50,000 2,802 4.6% 2,402 3 7% $50,000-$99,999 2,100 3.4% 1,383 2.2% $100,000-$149,999 2,380 3.9% 1,332 2.1% $150,000-$199,999 3,485 5.7% 2,077 3.2% $200,000-$249,999 3,986 6.5% 2,891 4.5% $250,000-$299,999 4,068 6.6% 2,677 4.2% $300,000-$399,999 10,079 16.5% 9,136 14.2% $400,000-$499,999 8,496 13.9% 9,457 14.7% $500,000-$749,999 12,513 20.4% 14,890 23.2% $750,000-$999,999 5,422 8.9% 8,308 12.9% $1,000,000+ 5,919 9.7% 9,662 15.0% Median Value $420,304 $512,634 Average Value $497,387 $594,673 Census 2010 Housing Units Number Percent Total 123,494 r 100.0% In Urbanized Areas 120,005 97.2% In Urban Clusters 0 0 0% Rural Housing Units 3,489 2.8% Data Note: Persons of Hispanic Origin may be of any race Source: U S.Census Bureau Census 2010 Summary Fle 1. El Paseo Retail Market Study 41. Gibbs Planning Group. Inc. 12 December 2017 Gibbs Planning Group Ho u s i ng Pro f i l e Palm Desert PTA Prepared by Esri Area: 187.38 square miles Census 2010 Owner Occupied Housing Units by Mortgage Status Number Percent Total 59,251 r 1 0 0.0% Owned with a Mortgage/Loan 39,042 65.9% Owned Free and Clear 20,209 34.1% Census 2010 Vacant Housing Units by Status Number Percent Total 39.751► 100.0% For Rent 4,490 11.3% Rented-Not Occupied 253 0.6% For Sale Only 3.165 8.0% Sold-Not Occupied 407 1 0% Seasonal/Recreational/Occasional Use 28,602 72.0% For Migrant Workers 16 0.0% Other Vacant 2,818 7.1% Census 2010 Occupied Housing Units by Age of Householder and Home Ownership Owner Occupied Units Occupied Number %of Occupied Total 83 635 59,251 70.8% 15-24 2,167 376 17.4% 25-34 7,433 2.398 32.3% 35-44 10.492 5,741 54.7% 45-54 13,534 9,450 69.8% 55-64 15,215 12,065 79.3% 65-74 16,961 14,515 85.6% 75-84 12.928 10,944 84.7% 85. 4.905 3,762 76.7% Census 2010 Occupied Housing Units by Race/Ethnicity of Householder and Home Ownership Owner Occupied Units Occupied Number 8 of Occupied Total 83,634 59.251 70.8% White Alone 70.120 52,535 74.9% Black/African American 1.534 671 43.7% American Indian/Alaska 514 293 57.0% Asian Alone 2,131 1,328 62.3% Pacific Islander Alone 71 33 46.5% Other Race Alone 7.716 3,538 45.9% Two or More Races 1,548 853 55.1% Hispanic Origin 19.222 9,684 50 4% Census 2010 Occupied Housing Units by Size and Home Ownership Owner Occupied Units Occupied Number %of Occupied Total 83.635 59.251 70.8% 1-Person 23.813 15,819 66.4% 2-Person 34,672 28.477 82.1% 3-Person 9,092 5,638 62.0% 4-Person 7,618 4,579 60.1% 5-Person 4,494 2,596 57.8% 6-Person 2.196 1,227 55.9% 7+Person 1,750 915 52.3% Data Note: Persons of Hispanic Origin may be at any race Source: U.S Census Bureau Census 2010 Summary File 1 42. El Paseo Retail Market Study Gibbs Planning Group, Inc. 12 December 2017 Appendix D: Primary Trade Area Dominant Tapestry Map Gibbs Planning Group Dominant Tapestry Map Palm Desert PTA Prepared by Esri Area: 187 38 square moles Tapestry LifeMode Palm SP4ak, Li t Partu@ru Estates ti 18 Mtddle Ground I L2 Up5ca4a Menues Sentor Sty,es L3 Uptown Indroduak LIO Rust c Outposts E Fa^nly Landscape, 111.11 P dLown 5,n9 eS 'Ars; LS GonXu,twa 1112 Hometown Lfr Ca:y CountrY 1.13 Next Wave F L7 Ethnic Ent.1,5 I I Ili ScRolart and Patriots Source .. El Paseo Retail Market Study 43. Gibbs Planning Group, Inc 12 December 2017 Gibbs Planning Group Dominant Tapestry Map Palm Desert PTA Prepared by Esri Area:187.38 square miles Tapestry Segmentation Tapestry Segmentation represents the latest generation of market segmentation systems that began over 30 years ago.The 68-segment Tapestry Segmentation system classifies U.S.neighborhoods based on their socioeconomic and demographic composition. Each segment is identified by its two-digit Segment Code.Match the two-digit segment labels on the map to the list below. Click each segment below for a detailed description. Segment 1A(Top Tier) Segment BC(Bright Young Professionals) Segment 18(Professional Pride) Segment BD(Downtown Melting Pot) Segment 1C(Boomburbs) Segment BE(Front Porches) Segment 1D(Savvy Suburbanites) Segment SF(Old and Newcomers) Segment 1E(Exurbanites) Segment BG(Hardscrabble Road) Segment 2A(Urban Chic) Segment 9A(Silver&Gold) Segment 2B(Pleasantville) Segment 9B(Golden Years) Segment DC(Pacific Heights) Segment 9C(The Elders) Segment 2D(Enterprising Professionals) Segment 9D(Senior Escapes) Segment 3A(Laptops and Lattes) Segment 9E(Retirement Communities) Segment 3B(Metro Renters) Segment 9F(Social Security Set) Segment 3C(Trendsetters) Segment 10A(Southern Satellites) Segment 4A(Soccer Moms) Segment 10B(Rooted Rural) Segment 4B(Home Improvement) Segment 10C(Diners&Miners) Segment 4C(Middleburg) Segment 10D(Down the Road) Segment 5A(Comfortable Empty Nesters) Segment 10E(Rural Bypasses) Segment 5B(In Style) Segment 11A(City Strivers) Segment 5C(Parks and Rec) Segment 11B(Young and Restless) Segment 5D(Rustbelt Traditions) Segment 11C(Metre Fusion) Segment 5E(Midlife Constants) Segment 11D(Set to Impress) Segment 6A(Green Acres) Segment 11E(City Commons) Segment 6B(Salt of the Earth) Segment 12A(Family Foundations) Segment 6C(The Great Outdoors) Segment 12B(Traditional Living) Segment 6D(Prairie Living) Segment 12C(Small Town Simplicity) Segment 6E(Rural Resort Dwellers) Segment 12D(Modest Income Homes) Segment 6F(Heartland Communities) Segment 13A(International Marketplace) Segment 7A(Up and Coming Families) Segment 13B(Las Casas) Segment 7B(Urban Villages) Segment 13C(NeWest Residents) Segment 7C(American Dreamers) Segment 13D(Fresh Ambitions) Segment 7D(Bar-nos Urbanos) Segment 13E(High Rise Renters) Segment 7E(Valley Growers) Segment 14A(Military Proximity) Segment 7F(Southwestern Families) Segment 14B(College Towns) Segment 8A(City Lights) Segment 14C(Dorms to Diplomas) Segment 8B(Emerald City) Segment 15(Unclassified) Scarce:Esrr 44. El Paseo Retail Market Study Gibbs Planning Group,Inc. 12 December 2017 Gibbs Planning Group Tapestry Segmentation Area Profile Palm Desert PTA Prepared by Esri Area: 187.38 square miles Top Twenty Tapestry 2017 Households 2017 U.S.Households Cumulativ Cumulativ Rank Tapestry Segment Percent Percent Percent Percent Index 1 Silver&Gold(9Ar 21.9/ 21.9% 0.8% 0.8% 2867 2 The Elders(SC 14.6% 36.5% 0.7% 1.5% 1,979 3 American Dreamers(7C? 9.3% 45.8% 1.5% 3.0% 629 4 Golden Years(9Br 8.0% 53.8% 1.3% 4.3% 593 5 Old and Newcomers t8F) 7.4% 61.2% 2.3% 6.6% 320 Subtotal 61.2% 6.6% 6 Soccer Moms(4A) 4.3% 65.5% 2.9% 9.5% 151 7 Retirement Communities(9Et 42% 69.7% 1.2% 10.7% 342 8 Home Improvement i4Bt 3.9% 73.6% 1.7% 12.4% 227 9 Senior Escapes(9D) 3.0% 76.6% 0.9% 13.3% 331 10 NeWest Residents(13C) 2.8% 79.4% 0.8% 14.1% 351 Subtotal 18.2% 7.5% 11 Exurbanites(1E) 2.7% 82.1% 1.9% 16.0% 139 12 In Style(5B) 2.3% 84.4% 2.2% 18.2°/o 101 13 Bnght Young Professionals(S(2.) 2.0% 86.4% 2.2% 20.4% 90 14 The Great Outdoors(6C) 1.8% 88.2% 1.5% 21.9°/o 118 15 Urban Villages(7B) 1.5% 89.7% 1.1% 23.0% 144 Subtotal 10.3% 8.9% 16 Front Porches(8E) 1.5% 91.2% 1.6% 24.6% 93 17 Down the Road[10D) 1.4% 92.6% 1.1% 25.7°/o 127 18 Southwestern Families(7F) 1.3% 93.9% 0.8% 26.5% 158 19 Rural Resort Dwellers(SE) 1.1% 95.0% 1.0% 27.5% 114 20 Fresh Ambitions(13D) 1.1% 96.1% 0.6% 28.1% 169 Subtotal 6.4% 5.1% Total 96.3% 28.4% 339 Top Ten Tapestry Segments Site vs. U.S. NeWest Residents(13C)-viviii. " Senior Escapes(9D)- = Home Improvement(4B)- Retirement Communities(9E)-F� "''` Soccer Moms(4A)-. Old and Newcomers(8F) ` Golden Years(9B)-.. ' '" " American Dreamers(7C)- "" ' Site The Elders(9C) ""°` i "' •U.S. Silver&Gold(9A) .,...... ..,.u.,t,.w. "..,�_.�_.... .,,.>a,.�,n�w _..�... �...,, .,.,.w.. ._................�....�":..," .. .v -. 0 2 4 6 8 10 12 14 16 18 20 Percent of Households by Tapestry Segment Data Note: This report identifies neighborhood segments in the area.and describes the socioeconomic quality of the immediate neighborhood. The index is a comparison of the percent of households or Total Population 18+in the area by Tapestry segment to the percent of households or Total Population 18+in the United States.by segment. An index of 100 is the US average El Paseo Retail Market Study 45. 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