Danville Market Analysis by Town of Danville

COMMUNITY PROFILE THE COMMUNITY Danville, incorporated in 1982, is a town in Contra Costa County in the East Bay Region. Located in the San Ramon Valley, Danville is bordered by the Las Trampas Regional Wilderness to the west and Mount Diablo to the east. Interstate 680 provides access to the to the East Bay and greater Bay Area Region. Danville's Historic Downtown is a shopping and entertainment destination filled with hundreds of stores, shops and restaurants. Some of the most expensive real estate and exclusive country clubs in America are found in and around the Town of Danville, where one of its zip codes was ranked 14th in the nation for being one of the Wealthiest Zip Codes in America. Danville also topped the nation in Per Capita Spending on Clothing by Pinpoint Demographics in 2011. The community of just over 43,000 people truly does provide a small town atmosphere with an outstanding quality of life.

Awards & Recognitions • • •

15th on The 50 Safest Cities in California – 2017 by Safewise 14th wealthiest zip code in America by Business Insider #1 in the nation in Per Capita Spending on Clothing by Pinpoint Demographics in 2011

DEMOGRAPHICS Household Size (People)

Ethnic Breakdown

Average HH Income 30.0%

35% 30%

Hispanic, 6%

25%

Black, 1%

25.0% Other, 3%

20%

20.0% 15.0% 10.0%

15%

5.0%

10%

0.0%

5% 0% 1 Danville

➢ ➢ ➢ ➢ ➢ ➢ ➢ ➢ ➢

4 to 6

Asian, 13%

White , 77%

Contra Costa Co

Population Average age Land area (Square miles) Total Housing units Occupancy size per household % of housing units that are owner occupied Average household income Annual retail sales per capita % of residents that possess a college degree

Danville

Contra Costa Co.

43,577 42.7 18 15,974 2.7 83% $183,113 $10,914 59%

Source: U.S. Census Bureau, STI: PopStats, and HdL Companies (June 2017)

MARKET AREA TOP 10 BUSINESS TYPES

MARKET STATISTICS (Residents) ➢ Labor Force ➢ Per Capita Income ➢ Average Household Income ➢ Median Household Income ➢ Workplace Establishments ➢ White Collar/Blue Collar Jobs

(listed in alphabetical order; based on SBOE sales tax payments) 

22,583 67,122 $183,113 $140,687 1,380 87%/13%

Business Services Casual Dining Discount Department Stores Drug Stores Family Apparel Fine Dining Grocery Stores Quick-Service Restaurants Service Stations Specialty Stores

Source: STI: PopStats, STI: WorkPlace (June 2017)

Source: HdL Companies (June 2017)

LABOR MARKET BREAKDOWN The industries and occupations that residents of the Town of Danville are employed within:

Industry Breakdown 0%

10%

Occupational Breakdown 20%

EDUCATIONAL SERVICES

20%

PROFESSIONAL SERVICES

20%

MANAGERIAL EXECUTIVE

36%

16% PROFESSIONAL SPECIALTY

FIN./INS./REAL ESTATE

27%

15%

OFFICE/ADMIN

28% represents all other industries residents are employed within

15%

SALES

13%

WHOLESALE RETAIL MANUFACTURING

40%

14% represents all other occupations residents are employed within

Source: STI: PopStats (June 2017)

NATIONAL & REGIONAL BRANDS AT&T Baja Fresh Bank of America BevMo Big O Tires Black Bear Diner Burger King Chase Bank Chico’s

Chipotle Cold Stone Creamery Costco CVS Pharmacy Jersey Mike’s Subs Lucky Lunardi’s Market Marshalls McDonald’s

Panda Express Peet’s Coffee & Tea Safeway Smart & Final Extra Subway Trader Joe’s Tuesday Morning Verizon Walgreens

HOUSING MARKET STATISTICS ➢ Median home value is $1,221,200, an increase of 5.8% over the prior year and projected to increase by 1.1% over the next 12 months. ➢ Owners vs. Renters 83% / 17% ➢ High vs. Low home values during the last decade ✓ High: April 2017 $1,221,200 ✓ Low: January 2012 $779,200 2.5 5-Year Median Home Values Projected % HH Growth Danville Contra Costa California

Community Comparison

$1,400,000

(Median Home Values)

$1,200,000 $1,000,000

$800,000 $600,000 $400,000 $200,000

Oct 2007 Apr 2008 Oct 2008 Apr 2009 Oct 2009 Apr 2010 Oct 2010 Apr 2011 Oct 2011 Apr 2012 Oct 2012 Apr 2013 Oct 2013 Apr 2014 Oct 2014 Apr 2015 Oct 2015 Apr 2016 Oct 2016 Apr 2017

ALAMO MORAGA DANVILLE PLEASANTON SAN RAMON WALNUT CREEK DUBLIN

$900,000

$1,800,000

$1,646,300 $1,246,600 $1,221,200 $1,006,700 $968,300 $846,900 $807,000

Source: DOF, STI: PopStats, Zillow (May 2016)

TRADE AREA CONSUMER DEMAND Per Consumer Demand and Market Supply Assessments, combined with a sales tax leakage report, Danville offers opportunities in the following retail business and restaurant categories: ➢ ➢ ➢ ➢ ➢

Automotive Parts/Accessories/Tires Bar/Drinking Establishments Clothing/Apparel Stores Full-Service Restaurants Shoe Stores

CONTACT For more information on the marketplace, contact Barry Foster at (951) 233-0414. Sources: Demographic Data and Market-Business Information was formulated from several sources including Business Insider, CA Department of Finance, Employment Development Department, HdL, Money Magazine, Personicx, Pinpoint Demographics, PopStats, United States Census Bureau, WalletHub, X-Span Results, Inc., and Zillow.

• • • •

•

Danville, CA May-17

DOWNTOWN DANVILLE

www.ECONSolutionsbyHdL.com

5 Minutes 10 Minutes 15 Minutes Population 24,483 90,339 221,249 Daytime Population 30,241 133,699 304,550 Households 9,230 34,600 91,258 Average Age 43 43 43 Average HH Income $184,621 $171,511 $143,064 White Collar (Residents) 87% 85% 83% Some College or Degree 81% 81% 79% Traffic Counts Hartz Ave & Diablo Rd > 9,200 Hartz Ave & Church St > 8,700 Diablo Rd & El Pintado > 21,400 San Ramon Valley Blvd & Railroad Ave > 24,900

909.861.4335

Downtown Danville General Merchandise/Retail/Markets May 2017

5 Minutes

www.ECONSolutionsbyHdL.com

10 Minutes

909.861.4335

15 Minutes

Downtown Danville Restaurants May 2017

5 Minutes

www.ECONSolutionsbyHdL.com

10 Minutes 15 Minutes

909.861.4335

Population Bases 20-34 yrs 45-64 yrs 16 yrs + 25 yrs + 65 yrs + 75 yrs + 85 yrs +

Total Population by Age Average Age 19 yrs & under 20 to 24 yrs 25 to 34 yrs 35 to 44 yrs 45 to 54 yrs 55 to 64 yrs 65 to 74 yrs 75 to 84 yrs 85 + yrs

Census Stats 2000 Population 2010 Population Pop Growth (%) 2000 Households 2010 Households HH Growth (%)

Market Stats Population 5 Year Projected Pop Pop Growth (%) Households 5 Year Projected HHs HH Growth (%)

For Market: Market Definition: Date Report Created:

68.7% 20.1% 7.7% 2.1%

21.1% 8.6% 9.5% 11.4% 14.9% 14.9% 11.0% 5.6% 2.9%

-------------

155,480 43,258 19,007 6,509

70.3% 19.6% 8.6% 2.9%

40,053 18.1% 66,025 29.8% 180,316 81.5%

46,664 19,105 20,948 25,249 32,964 33,061 24,251 12,498 6,509

42.7

191,531 201,791 5.4% 78,316 82,518 5.4%

7.0%

91,258 97,621

6.6%

221,249 235,773

15 Minutes # %

0.0%

2.0%

4.0%

6.0%

8.0%

10.0%

12.0%

14.0%

16.0%

18.0%

25 to 34 yrs

35 to 44 yrs

45 to 54 yrs

55 to 64 yrs

65 to 74 yrs

Households

Population by Age Group

20,000

50,000

60,000

150,000

40,000

80,000

200,000

100,000

250,000

20 to 24 yrs

Population

69.0% 19.0% 7.1% 1.9%

62,333 17,205 6,418 1,728

20.8% 10.2% 8.6% 9.4% 15.5% 16.5% 11.9% 5.2% 1.9%

-------------

16,811 4,925 1,891 509

18,775 9,230 7,745 8,452 13,998 14,933 10,787 4,690 1,728

42.5

83,272 85,477 2.6% 31,012 32,453 4.6%

4.6%

34,600 36,206

4.0%

90,339 93,987

16,975 18.8% 28,931 32.0% 74,270 82.2%

20.5% 10.9% 7.4% 7.9% 16.1% 17.1% 12.4% 5.6% 2.1%

-------------

10 Minutes # %

4,484 18.3% 8,123 33.2% 20,267 82.8%

5,010 2,661 1,823 1,941 3,943 4,180 3,034 1,381 509

43.2

23,655 23,793 0.6% 8,636 8,949 3.6%

1.9%

9,230 9,403

1.8%

24,483 24,932

5 Minutes # %

Consumer Demographic Profile Downtown Danville Prospect Ave & Hartz Ave 5/15/2017

Page 1 of 4

75 to 84 yrs

Education Less than 9th Grade Some HS, No Diploma HS Grad (or Equivalent) Some College, No Degree Associate Degree Bachelor Degree Graduates Degree

Household Income Per Capita Income Average HH Income Median HH Income Less than $25K $25K to $34.9K $35K to $49.9K $50K to $74.9K $75K to $99.9K $100K to $149.9K $150K to $199.9K $200K +

Ancestry American Indian (ancestry) Hawaiin (ancestry)

Population by Race White Hispanic African American Asian

For Market: Market Definition: Date Report Created:

------7.6% 2.9% 5.1% 10.5% 10.7% 20.5% 17.7% 24.9%

0.1% 0.2%

16,811 146 0.9% 175 1.0% 1,510 9.0% 2,759 16.4% 1,113 6.6% 6,928 41.2% 2,849 16.9%

700 270 470 967 989 1,895 1,637 2,302

$69,603 $184,621 $131,778

28 38

19,774 80.8% 1,679 6.9% 166 0.7% 1,988 8.1%

5 Minutes # %

------6.1% 3.4% 6.6% 10.5% 10.2% 20.7% 19.5% 23.0%

0.1% 0.2%

155,480 1,876 2,766 16,281 25,596 11,197 60,473 25,549

7,982 4,635 6,856 11,390 10,825 18,378 15,116 16,076

$59,010 $143,064 $109,612

355 499

1.2% 1.8% 10.5% 16.5% 7.2% 38.9% 16.4%

------8.7% 5.1% 7.5% 12.5% 11.9% 20.1% 16.6% 17.6%

0.2% 0.2%

150,731 68.1% 20,464 9.2% 4,202 1.9% 36,456 16.5%

15 Minutes # %

50.0% 40.0% 30.0% 20.0% 10.0% 0.0%

0.0%

5.0%

10.0%

15.0%

20.0%

25.0%

1% 8%

13%

73%

Ethnic Breakdown

$50K to $74.9K

HS Grad Some (or College, No Equivalent) Degree

Associate Degree

Education

$35K to $49.9K

16%

Bachelor Degree

68%

Page 2 of 4

Graduates Degree

$75K $100K $150K to to to $99.9K $149.9K $199.9K

Household Income Levels - %

$25K to $34.9K

81%

Less than $25K

62,333 482 0.8% 906 1.5% 5,423 8.7% 9,855 15.8% 4,490 7.2% 25,756 41.3% 10,324 16.6%

2,113 1,185 2,281 3,634 3,522 7,147 6,749 7,969

$65,689 $171,511 $130,284

105 157

66,344 73.4% 7,183 8.0% 1,202 1.3% 12,047 13.3%

10 Minutes # %

Consumer Demographic Profile Downtown Danville Prospect Ave & Hartz Ave 5/15/2017

28.6% 34.0% 15.5% 21.3% 0.6%

1.0% 1.0% 0.7%

93,248 83.3% 18,723 16.7%

111,971

180,316 128 0.1% 116,182 64.4% 111,971 62.1% 4,211 2.3% 64,006 35.5%

2,237 2,236 1,519

63,157 69.2% 28,101 30.8%

91,258

26,105 31,012 14,176 19,447 518

1,388 2.3% 2,814 4.7% 1,400 2.3% 2,569 4.3% 24,577 41.0% 27,200 45.4%

59,948

15 Minutes # %

13%

19. 68 %

40.0% 35.0% 30.0% 25.0% 20.0% 15.0% 10.0% 5.0% 0.0%

87%

80. 32 %

3 People

24 %

76 %

Home Ownership

2 People

Household Size

15%

85%

White Collar / Blue Collar

1 Person

46,628

39,808 85.4% 6,819 14.6%

12,147

10,533 86.7% 1,614 13.3%

Employed Population White Collar Blue Collar

1.0% 0.9% 0.4%

74,270 36 0.0% 48,401 65.2% 46,628 62.8% 1,773 2.4% 25,833 34.8%

918 816 393

20,267 3 0.0% 12,618 62.3% 12,147 59.9% 471 2.3% 7,646 37.7%

1.0% 1.0% -0.4%

26,290 76.0% 8,310 24.0%

7,413 80.3% 1,817 19.7%

237 237 -93

34,600

21.4% 35.7% 16.7% 25.6% 0.6%

9,230

7,392 12,359 5,786 8,850 212

440 1.7% 995 3.9% 551 2.2% 1,063 4.2% 10,656 41.9% 11,696 46.0%

108 1.5% 299 4.2% 160 2.3% 339 4.8% 2,803 39.7% 3,354 47.5%

19.9% 36.0% 16.9% 26.6% 0.7%

25,402

7,063

1,837 3,320 1,558 2,454 60

10 Minutes # %

5 Minutes # %

Consumer Demographic Profile Downtown Danville Prospect Ave & Hartz Ave 5/15/2017

Employment (Pop 16+) Armed Services Civilian Employed Unemployed Not in Labor Force

Components of Change Births Deaths Migration

Home Ownership Owners Renters

Household Size 1 Person 2 People 3 People 4 to 6 People 7+ People

Family Structure Single - Male Single - Female Single Parent - Male Single Parent - Female Married w/ Children Married w/out Children

For Market: Market Definition: Date Report Created:

17%

31%

83%

69%

Page 3 of 4

4 to 6 People

Employment By Industry Agri Mining Const Manufacturing Transportation Information Wholesale Retail Fin Insur Real Estate Professional Services Management Services Admin Waste Services Educational services Entertain services Other Prof services Public admin

Blue Collar Protective Food Prep Serving Bldg Maint/Cleaning Personal Care Farming/Fishing/Forestry Construction Production Transp

Employment By Occupation White Collar Managerial executive Prof specialty Healthcare support Sales Office Admin

For Market: Market Definition: Date Report Created:

12,147 661 903 280 524 1,580 1,537 2,248 11 387 2,327 707 416 565

174 152 109 416 9 418 337

1,614

5 Minutes # 12,147 10,533 4,321 3,364 161 1,683 1,003

5.4% 7.4% 2.3% 4.3% 13.0% 12.7% 18.5% 0.1% 3.2% 19.2% 5.8% 3.4% 4.7%

13.3% 1.4% 1.3% 0.9% 3.4% 0.1% 3.4% 2.8%

86.7% 35.6% 27.7% 1.3% 13.9% 8.3%

5.2% 8.6% 2.5% 4.1% 13.5% 12.7% 16.4% 0.2% 3.3% 20.2% 6.2% 3.4% 3.7%

14.6% 1.3% 2.2% 0.9% 3.7% 0.1% 3.2% 3.2%

111,971 5,398 9,719 4,005 4,509 14,444 13,033 18,102 204 3,594 22,507 7,542 4,623 4,292

1,845 3,237 1,524 4,012 70 3,825 4,210

18,723

4.8% 8.7% 3.6% 4.0% 12.9% 11.6% 16.2% 0.2% 3.2% 20.1% 6.7% 4.1% 3.8%

16.7% 1.6% 2.9% 1.4% 3.6% 0.1% 3.4% 3.8%

15 Minutes # % 111,971 93,248 83.3% 33,935 30.3% 33,774 30.2% 975 0.9% 14,416 12.9% 10,149 9.1%

0.0%

10.0%

20.0%

30.0%

0.0%

5.0%

10.0%

15.0%

46,628 2,406 4,031 1,189 1,899 6,281 5,934 7,634 80 1,558 9,429 2,891 1,573 1,724

626 1,017 413 1,727 32 1,490 1,514

6,819

10 Minutes # % 46,628 39,808 85.4% 15,484 33.2% 13,659 29.3% 401 0.9% 6,786 14.6% 3,479 7.5%

Consumer Demographic Profile Downtown Danville Prospect Ave & Hartz Ave 5/15/2017

Industry Breakdown Cont.

Industry Breakdown

Page 4 of 4

Household Segmentation Profile For Market: Downtown Danville Date: 5/15/2017 Trade Area 1:

Trade Area 2:

Trade Area 3:

5 Minutes Drive Time 10 Minute Drive Time 15 Minute Drive Time Prospect Ave & Hartz Ave Prospect Ave & Hartz Ave Prospect Ave & Hartz Ave 5 Minutes Drive Time (01Y) Starting Out

0.0%

0.1%

(02Y) Taking Hold

(01Y) Starting2.5% Out

(03X) Settling Down

0.1%

(02Y) Taking 0.1% Hold

(04X) Social Connectors (05X) Busy Households

0.2%

(03X) Settling Down 0.0%

(06X) Working & Studying

Household Lifestage Group Comparison 15 Minute Drive Time

10 Minute Drive Time

5.0%

10.0%

15.0%

20.0%

0.6%

3.2%

0.1%

0.8%

0.3%

1.2%

(07X) Career Oriented

2.8%

3.4%

(08X) Large Households

0.6%

0.7%

0.5%

0.2%

38.6%

(04X) Social Connectors

(09B) Comfortable Independence (05X) Busy

0.1% Households

(10B) Rural-Metro Mix

0.1%

(06X) Working & Studying 42.1%

(11B) Affluent Households

(12B) Comfortable Households

1.5%

2.0%

(13B) Working Households

0.3%

0.4%

2.9%

35.3%

0.5%

(07X) Career Oriented

(14B) Diverging Paths(08X)

2.1% Large Households

(15M) Top Wealth

37.5%

(09B)Well Comfortable (16M) Living

Independence 0.5%

(17M) Bargain Hunters

0.4%

0.7%

(18M) Thrifty and Active

0.0%

6.3%

1.7%

0.5%

(10B) Rural-Metro Mix

(19M) Solid Prestige (11B)

6.7% Affluent Households

(20S) Community Minded

1.7%

(12B) Comfortable (21S) Leisure Seekers

Households 0.6%

25.0%

30.0%

35.0%

40.0%

45.0%

(13B) Working Households (14B) Diverging Paths

**(15M) Top Wealth (16M) Living Well (17M) Bargain Hunters (18M) Thrifty and Active (19M) Solid Prestige

(20S) Community Minded (21S) Leisure Seekers

Trade Area 1:

Trade Area 2:

Trade Area 3:

5 Minutes Drive Time 10 Minute Drive Time 15 Minute Drive Time Prospect Ave & Hartz Ave Prospect Ave & Hartz Ave Prospect Ave & Hartz Ave

Total Households Rank * 1 2 3 4 5 6 7 8 9 10

9,051

Cluster

Lifestage Group

01- Summit Estates 02- Established Elite 04- Top Professionals 03- Corporate Connected 09- Busy Schedules 05- Active & Involved 24- Career Building 07- Active Lifestyles 33- Urban Diversity 08- Solid Surroundings

(11B) Affluent Households (15M) Top Wealth (11B) Affluent Households (15M) Top Wealth (19M) Solid Prestige (19M) Solid Prestige (02Y) Taking Hold (11B) Affluent Households (14B) Diverging Paths (19M) Solid Prestige

100%

33,206

100%

86,647

Households

2,899 2,744 721 648 228 224 208 191 169 154

32.0% 30.3% 8.0% 7.2% 2.5% 2.5% 2.3% 2.1% 1.9% 1.7%

100%

Households

9,817 9,445 2,352 2,267 826 753 967 661 829 524

29.6% 28.4% 7.1% 6.8% 2.5% 2.3% 2.9% 2.0% 2.5% 1.6%

16,743 16,308 6,531 6,345 3,512 2,471 3,514 1,992 3,386 2,026

19.3% 18.8% 7.5% 7.3% 4.1% 2.9% 4.1% 2.3% 3.9% 2.3%

* Rank is based on Trade Area 1 cluster size

* Households 7.24% of US, Income $100k+ (80%),$150k+ (45.5%)Age 36-65 ** Households 4.6% of US, Income $150k+ (49.9%), Age 36-75 Uses the Personicx household segmentation system. More information about each cluster and lifestage group is available by clicking on the respective category.

Page 1 of 3

Household Segmentation Profile Market: Date:

Downtown Danville 5/15/2017

TOTAL HOUSEHOLDS Lifestage Group

5 Minutes Drive Time

10 Minute Drive Time

15 Minute Drive Time

Prospect Ave & Hartz Ave

33,206

86,647

9,051 Cluster Name

(01Y) Starting Out

(02Y) Taking Hold 18- Climbing the Ladder 21- Children First 24- Career Building 30- Out & About

(03X) Settling Down 34- Outward Bound 41- Rural Adventure 46- Rural & Active

(04X) Social Connectors 42- Creative Variety 52- Stylish & Striving 59- Mobile Mixers

(05X) Busy Households 37- Firm Foundations 62- Movies & Sports

(06X) Working & Studying 61- City Life 69- Productive Havens 70- Favorably Frugal

(07X) Career Oriented 06- Casual Comfort 10- Careers & Travel 20- Carving Out Time 26- Getting Established

(08X) Large Households 11- Schools & Shopping 12- On the Go 19- Country Comfort 27- Tenured Proprietors

(09B) Comfortable Independence 29- City Mixers 35- Working & Active 56- Metro Active

(10B) Rural-Metro Mix 47- Rural Parents 53- Metro Strivers 60- Rural & Mobile

100%

5 Minutes Drive Time

10 Minute Drive Time

15 Minute Drive Time

Prospect Ave & Hartz Ave

11 39- Setting Goals 45- Offices & Entertainment 57- Collegiate Crowd 58- Outdoor Fervor 67- First Steps

100%

0.1%

198

0.6%

1,002

1.2%

0 3 6 0 1

0.0% 0.0% 0.1% 0.0% 0.0%

13 85 84 0 15

0.0% 0.3% 0.3% 0.0% 0.0%

58 359 483 0 101

0.1% 0.4% 0.6% 0.0% 0.1%

227

2.5%

1,073

3.2%

3,982

4.6%

5 12 208 2

0.1% 0.1% 2.3% 0.0%

20 81 967 6

0.1% 0.2% 2.9% 0.0%

103 329 3,514 37

0.1% 0.4% 4.1% 0.0%

0.1%

0 1 5

0.0% 0.0% 0.1%

0 1 19

0.0% 0.0% 0.1%

0 1 84

0.0% 0.0% 0.1%

0.1%

254

0.8%

1,362

1.6%

2 6 4

0.0% 0.1% 0.0%

35 112 107

0.1% 0.3% 0.3%

162 529 670

0.2% 0.6% 0.8%

0.2%

0.3%

416

0.5%

5 14

0.1% 0.2%

22 71

0.1% 0.2%

102 314

0.1% 0.4%

0.0%

399

1.2%

966

1.1%

0 0 0

0.0% 0.0% 0.0%

396 1 2

1.2% 0.0% 0.0%

845 24 97

1.0% 0.0% 0.1%

254

2.8%

1,126

3.4%

4,527

5.2%

149 31 5 68

1.6% 0.3% 0.1% 0.8%

588 137 17 384

1.8% 0.4% 0.1% 1.2%

1,958 675 84 1,811

2.3% 0.8% 0.1% 2.1%

0.6%

247

0.7%

1,167

1.3%

30 18 0 4

0.3% 0.2% 0.0% 0.0%

131 72 0 44

0.4% 0.2% 0.0% 0.1%

582 322 1 262

0.7% 0.4% 0.0% 0.3%

0.1%

182

0.5%

527

0.6%

0 5 6

0.0% 0.1% 0.1%

151 13 19

0.5% 0.0% 0.1%

364 71 91

0.4% 0.1% 0.1%

0.1%

0.2%

322

0.4%

0 9 0

0.0% 0.1% 0.0%

0 76 0

0.0% 0.2% 0.0%

0 320 2

0.0% 0.4% 0.0%

Uses the Personicx household life stage segmentation system. More information about each cluster and lifestage group is available by clicking on the respective category.

Page 2 of 3

Lifestage Group

Cluster Name

(11B) Affluent Households 01- Summit Estates 04- Top Professionals 07- Active Lifestyles

(12B) Comfortable Households 13- Work & Play 17- Firmly Established

(13B) Working Households 38- Occupational Mix 48- Farm & Home

(14B) Diverging Paths 16- Country Enthusiasts 22- Comfortable Cornerstones 31- Mid-Americana 32- Metro Mix 33- Urban Diversity

(15M) Top Wealth 02- Established Elite 03- Corporate Connected

(16M) Living Well 14- Career Centered 15- Country Ways 23- Good Neighbors

(17M)Bargain Hunters 43- Work & Causes 44- Open Houses 55- Community Life 63- Staying Home 68- Staying Healthy

(18M) Thrifty & Active 40- Great Outdoors 50- Rural Community 54- Work & Outdoors

(19M) Solid Prestige 05- Active & Involved 08- Solid Surroundings 09- Busy Schedules

(20S) Community Minded 25- Clubs & Causes 28- Community Pillars 36- Persistent & Productive

(21S) Leisure Seekers 49- Home & Garden 51- Role Models 64- Practical & Careful 65- Hobbies & Shopping 66- Helping Hands

5 Minutes Drive Time

10 Minute Drive Time

15 Minute Drive Time

Prospect Ave & Hartz Ave

3,811

42.1%

12,830

38.6%

25,266

29.2%

2,899 721 191

32.0% 8.0% 2.1%

9,817 2,352 661

29.6% 7.1% 2.0%

16,743 6,531 1,992

19.3% 7.5% 2.3%

134

1.5%

675

2.0%

3,270

3.8%

91 43

1.0% 0.5%

454 221

1.4% 0.7%

2,044 1,226

2.4% 1.4%

0.3%

119

0.4%

352

0.4%

27 0

0.3% 0.0%

119 0

0.4% 0.0%

352 0

0.4% 0.0%

186

2.1%

973

2.9%

3,842

4.4%

0 3 14 0 169

0.0% 0.0% 0.2% 0.0% 1.9%

0 19 36 90 829

0.0% 0.1% 0.1% 0.3% 2.5%

2 96 137 221 3,386

0.0% 0.1% 0.2% 0.3% 3.9%

3,393

37.5%

11,712

35.3%

22,653

26.1%

2,744 648

30.3% 7.2%

9,445 2,267

28.4% 6.8%

16,308 6,345

18.8% 7.3%

0.5%

156

0.5%

1,065

1.2%

43 0 5

0.5% 0.0% 0.1%

135 1 20

0.4% 0.0% 0.1%

931 2 132

1.1% 0.0% 0.2%

0.4%

218

0.7%

1,278

1.5%

4 7 14 8 3

0.0% 0.1% 0.2% 0.1% 0.0%

12 19 36 131 20

0.0% 0.1% 0.1% 0.4% 0.1%

134 183 170 713 78

0.2% 0.2% 0.2% 0.8% 0.1%

0.0%

0 0 0

0.0% 0.0% 0.0%

0 0 0

0.0% 0.0% 0.0%

0 0 0

0.0% 0.0% 0.0%

607

6.7%

2,104

6.3%

8,009

9.2%

224 154 228

2.5% 1.7% 2.5%

753 524 826

2.3% 1.6% 2.5%

2,471 2,026 3,512

2.9% 2.3% 4.1%

151

1.7%

572

1.7%

4,367

5.0%

9 58 84

0.1% 0.6% 0.9%

54 188 330

0.2% 0.6% 1.0%

613 1,571 2,183

0.7% 1.8% 2.5%

0.6%

179

0.5%

2,189

2.5%

8 2 33 6 7

0.1% 0.0% 0.4% 0.1% 0.1%

25 11 68 32 42

0.1% 0.0% 0.2% 0.1% 0.1%

546 253 369 310 710

0.6% 0.3% 0.4% 0.4% 0.8%

Uses the Personicx household life stage segmentation system. More information about each cluster and lifestage group is available by clicking on the respective category.

Page 3 of 3

Employment Profile

Daytime Population Student Population Median Employee Salary Average Employee Salary Wages Salary/Wage per Employee per Annum Under $15,000 CrYr 15,000 to 30,000 CrYr 30,000 to 45,000 CrYr 45,000 to 60,000 CrYr 60,000 to 75,000 CrYr 75,000 to 90,000 CrYr 90,000 to 100,000 CrYr Over 100,000 CrYr

For Market: Market Definition:

Downtown Danville Propsect Ave & Hartz Ave

Date Report Created:

5/15/2017

5 Minutes

10 Minutes

15 Minutes

30,241 6,648 51,276 61,343

133,699 19,286 53,429 65,608

304,550 37,563 52,221 64,292

352 1,175 4,158 2,869 1,731 1,187 599 2,063

2.5% 8.3% 29.4% 20.3% 12.2% 8.4% 4.2% 14.6%

1,640 5,596 22,179 17,193 8,895 7,318 3,734 15,309

2.0% 6.8% 27.1% 21.0% 10.9% 8.9% 4.6% 18.7%

4,245 12,959 51,517 40,172 20,450 15,780 7,576 32,577

2.3% 7.0% 27.8% 21.7% 11.0% 8.5% 4.1% 17.6%

Industry Groups

Top Industry Groups by Employee % 5 Minutes 25.0%

Top Industry Groups by Employee % 10 Minutes 40.0%

30.0%

35.0% 20.0%

Top Industry Groups by Employee % 15 Minutes

25.0%

30.0% 20.0%

25.0% 15.0%

20.0%

15.0%

10.0%

10.0% 5.0%

5.0%

0.0%

0.0% Health Care & Social Assistance

Retail Trade

Finance & Insurance

Total Accomodation & Food Services Administration & Support Services Agriculure, Forestry, Fishing, Hunting Arts, Entertainment, & Recreation Construction Educational Services Finance & Insurance Health Care & Social Assistance Information Management of Companies & Enterprises Manufacturing Mining Professional, Scientific, & Technical Services Real Estate, Rental, Leasing Retail Trade Transportation & Storage Utilities Wholesale Trade Other Services

Establishments # % 1,199 100% 62 5.1% 46 3.8% 2 0.1% 32 2.7% 72 6.0% 44 3.7% 108 9.0% 199 16.6% 19 1.6% 2 0.2% 33 2.8% 2 0.2% 161 13.4% 71 5.9% 157 13.1% 6 0.5% 2 0.2% 29 2.4% 154 12.8%

Professional, Scientific, & Technical Services

Employee's # % 14,134 100% 772 5.5% 529 3.7% 8 0.1% 397 2.8% 774 5.5% 978 6.9% 1,095 7.7% 3,280 23.2% 288 2.0% 92 0.7% 663 4.7% 26 0.2% 958 6.8% 374 2.6% 2,017 14.3% 106 0.7% 53 0.4% 162 1.1% 1,563 11.1%

Retail Trade

Establishments # % 4,539 100% 205 4.5% 141 3.1% 11 0.2% 93 2.0% 204 4.5% 129 2.8% 416 9.2% 1,202 26.5% 74 1.6% 2 0.0% 114 2.5% 2 0.0% 713 15.7% 206 4.5% 479 10.6% 29 0.6% 3 0.1% 97 2.1% 420 9.2%

Health Care & Social Assistance

Employee's # % 81,864 100% 4,759 5.8% 3,381 4.1% 69 0.1% 2,395 2.9% 3,373 4.1% 2,666 3.3% 6,214 7.6% 28,853 35.2% 1,980 2.4% 92 0.1% 2,190 2.7% 26 0.0% 9,150 11.2% 1,890 2.3% 8,550 10.4% 810 1.0% 93 0.1% 917 1.1% 4,454 5.4%

Retail Trade

Establishments # % 10,251 100% 460 4.5% 330 3.2% 18 0.2% 203 2.0% 456 4.4% 298 2.9% 954 9.3% 2,336 22.8% 185 1.8% 6 0.1% 276 2.7% 6 0.1% 1,765 17.2% 497 4.8% 1,160 11.3% 83 0.8% 5 0.1% 208 2.0% 1,005 9.8%

Professional, Scientific, & Technical Services

Employee's # % 185,277 100% 10,303 5.6% 8,300 4.5% 105 0.1% 4,552 2.5% 7,664 4.1% 5,746 3.1% 14,500 7.8% 55,034 29.7% 4,886 2.6% 402 0.2% 7,225 3.9% 100 0.1% 20,617 11.1% 4,795 2.6% 24,827 13.4% 1,902 1.0% 145 0.1% 2,086 1.1% 12,090 6.5%

Page 1 of 2

Employment Profile

Occupations

For Market: Market Definition:

Downtown Danville Propsect Ave & Hartz Ave

Date Report Created:

5/15/2017

5 Minutes

10 Minutes

15 Minutes

# of Employee's

White Collar Architecture & Engineering Community & Social Science Computer/Mathematical Science Education, Training, & Library Entertainment & Media Healthcare Practitioners Healthcare Support Legal Life, Physical, & Social Science Management Office & Administrative Support

8,115 241 553 220 857 169 1,124 503 104 135 865 2,786

57.4% 1.7% 3.9% 1.6% 6.1% 1.2% 8.0% 3.6% 0.7% 1.0% 6.1% 19.7%

52,992 1,479 3,996 1,603 2,386 920 10,665 3,971 791 842 5,002 17,527

64.7% 1.8% 4.9% 2.0% 2.9% 1.1% 13.0% 4.9% 1.0% 1.0% 6.1% 21.4%

113,988 3,380 7,928 3,633 5,179 2,288 19,816 7,886 2,589 1,834 11,319 39,808

61.5% 1.8% 4.3% 2.0% 2.8% 1.2% 10.7% 4.3% 1.4% 1.0% 6.1% 21.5%

Blue Collar Building & Grounds Cleaning & Maintenance Construction Farming, Fishing, & Forestry Food Service Installation & Maintenance Personal Care & Service Production Protective Service Sales & Related Transportation & Material Moving

5,976 441 610 14 874 471 482 539 166 1,772 608

42.3% 3.1% 4.3% 0.1% 6.2% 3.3% 3.4% 3.8% 1.2% 12.5% 4.3%

28,650 2,367 2,645 67 4,957 2,193 2,178 2,381 669 8,144 3,048

35.0% 2.9% 3.2% 0.1% 6.1% 2.7% 2.7% 2.9% 0.8% 9.9% 3.7%

70,767 5,250 6,083 139 10,374 6,095 5,050 6,862 1,498 21,657 7,759

38.2% 2.8% 3.3% 0.1% 5.6% 3.3% 2.7% 3.7% 0.8% 11.7% 4.2%

0.3%

221

0.3%

522

0.3%

Military Services

Top Occupations by Employee % 5 Minutes

Top Occupations by Employee % 10 Minutes 25.0%

20.0% 15.0% 10.0% 5.0% 0.0% Office & Sales & Related Administrative Support

Employee Totals and History Current 3rd Quarter 2016 2nd Quarter 2016 1st Quarter 2016 4th Quarter 2015 3rd Quarter 2015 2nd Quarter 2015 1st Quarter 2015 4th Quarter 2014

Healthcare Practitioners

Top Occupations by Employee % 15 Minutes 25.0%

20.0%

15.0%

10.0%

5.0%

5.0% 0.0%

0.0% Office & Administrative Support

# 14,134 13,559 13,505 13,402 13,723 12,934 13,367 13,340 13,550

Healthcare Practitioners

Sales & Related

# 81,864 80,641 78,938 78,460 78,419 76,376 75,734 75,549 76,852

Office & Administrative Support

Sales & Related

Healthcare Practitioners

# 185,277 183,203 178,892 177,655 177,576 172,515 167,424 166,889 168,490

Page 2 of 2

Demographics

ďťżAutomotive Dealers Electronic Shopping/Mail Order Houses Grocery Stores Health/Personal Care Stores Other Motor Vehicle Dealers Department Stores Direct Selling Establishments Shoe Stores Special Food Services Automotive Parts/Accessories/Tire Beer/Wine/Liquor Stores Bar/Drinking Places (Alcoholic Beverages) Book/Periodical/Music Stores Specialty Food Stores Furniture Stores Full-Service Restaurants Other Misc. Store Retailers Florists/Misc. Store Retailers Sporting Goods/Hobby/Musical Instrument Vending Machine Operators (Non-Store) Used Merchandise Stores Electronics/Appliance Limited-Service Eating Places Lawn/Garden Equipment/Supplies Stores Office Supplies/Stationary/Gift Jewelry/Luggage/Leather Goods Home Furnishing Stores Building Material/Supplies Dealers Clothing Stores Gasoline Stations Other General Merchandise Stores

By Establishments

Population 5-Year Population estimate Population Households Group Quarters Population Households 5-Year Households estimate WorkPlace Establishments Workplace Employees Median Household Income

$89,259,740 $56,773,173 $49,552,631 $24,566,765 $5,065,307 $13,097,922 $2,751,375 $2,838,477 $5,674,399 $7,352,324 $4,033,674 $1,594,327 $1,981,250 $2,879,863 $5,116,887 $28,730,104 $6,485,278 $629,439 $5,639,577 $2,751,964 $1,488,987 $10,274,617 $26,026,885 $2,895,135 $3,114,063 $2,869,061 $4,293,447 $23,961,940 $21,986,429 $37,954,155 $49,662,146

Consumer Demand

24,483 24,868 24,419 63 9,230 9,403 1,229 14,134 $131,778

($61,535,085) ($56,773,173) ($26,071,664) ($7,976,046) ($5,065,307) ($3,807,458) ($1,650,265) ($1,170,730) ($1,118,048) ($1,066,392) ($826,427) ($787,793) ($512,068) ($487,285) ($453,605) ($320,814) $28,880 $43,337 $145,033 $553,420 $1,460,850 $2,133,226 $2,760,484 $2,800,053 $3,466,019 $3,642,865 $4,520,031 $7,124,649 $9,084,534 $31,251,780 $62,936,606

Opportunity Gap/Surplus $329,264,955 $222,971,664 $183,376,476 $90,216,128 $18,682,693 $48,461,975 $10,183,334 $10,455,138 $26,306,260 $27,026,526 $15,025,068 $8,417,056 $7,398,143 $10,664,925 $18,868,780 $141,147,385 $23,871,059 $2,324,471 $20,835,417 $10,458,291 $5,484,398 $44,137,502 $120,678,561 $10,692,485 $12,104,116 $10,610,372 $15,802,221 $88,138,040 $81,239,958 $140,401,182 $184,273,114

Consumer Demand

90,339 93,596 89,948 391 34,600 36,206 4,644 81,864 $130,284

$49,559,925 $39,445,959 $323,094,602 $132,745,213 $3,438,035 $53,495,101 $7,928,749 $7,568,909 $40,022,468 $31,427,169 $19,065,878 $1,675,109 $6,177,997 $10,414,717 $25,422,550 $149,824,742 $26,247,066 $1,543,169 $17,867,780 $3,305,384 $3,860,776 $74,647,462 $122,242,477 $10,433,408 $18,733,903 $16,867,030 $23,460,902 $139,879,186 $91,973,435 $200,338,445 $432,779,500

Market Supply

10 Minutes

$27,724,655 $0 $23,480,967 $16,590,719 $0 $9,290,464 $1,101,110 $1,667,747 $4,556,351 $6,285,932 $3,207,247 $806,534 $1,469,182 $2,392,577 $4,663,282 $28,409,290 $6,514,158 $672,776 $5,784,610 $3,305,384 $2,949,837 $12,407,843 $28,787,369 $5,695,188 $6,580,082 $6,511,926 $8,813,478 $31,086,589 $31,070,963 $69,205,935 $112,598,752

Market Supply

5 Minutes

Downtown Danville Prospect Ave & Hartz Ave 5/15/2017

Consumer Demand & Market Supply Assessment

For Market: Market Definition: Date Report Created:

($279,705,030) ($183,525,704) $139,718,127 $42,529,085 ($15,244,659) $5,033,127 ($2,254,586) ($2,886,230) $13,716,207 $4,400,643 $4,040,810 ($6,741,947) ($1,220,146) ($250,209) $6,553,770 $8,677,357 $2,376,007 ($781,303) ($2,967,637) ($7,152,907) ($1,623,622) $30,509,960 $1,563,915 ($259,077) $6,629,787 $6,256,658 $7,658,681 $51,741,146 $10,733,477 $59,937,263 $248,506,386

Opportunity Gap/Surplus

$791,348,220 $532,648,488 $442,585,906 $219,501,781 $44,804,722 $116,957,884 $24,545,850 $25,182,229 $60,787,916 $65,745,873 $35,950,038 $19,156,330 $17,693,806 $25,734,170 $45,223,952 $323,890,004 $57,458,246 $5,576,363 $50,378,293 $25,099,600 $13,165,597 $103,308,461 $278,878,661 $25,660,353 $28,822,089 $25,557,755 $38,137,746 $213,609,505 $195,684,461 $339,099,287 $444,807,133

Consumer Demand

221,249 234,432 219,908 1,341 91,258 97,621 10,494 185,277 $109,612

$1,723,798,814 $188,802,615 $598,595,014 $255,729,476 $14,719,896 $172,782,676 $19,017,752 $32,546,107 $67,442,784 $65,615,955 $39,029,632 $7,409,674 $19,450,654 $25,454,882 $70,880,512 $362,050,509 $59,286,763 $3,664,635 $82,585,083 $17,807,766 $11,126,862 $186,279,992 $281,049,852 $32,327,840 $39,168,968 $41,010,294 $78,983,150 $322,193,997 $450,829,677 $493,552,805 $676,928,689

Market Supply

15 Minutes

Page 1 of 3

$932,450,594 ($343,845,874) $156,009,108 $36,227,695 ($30,084,826) $55,824,792 ($5,528,097) $7,363,878 $6,654,867 ($129,918) $3,079,593 ($11,746,655) $1,756,848 ($279,288) $25,656,560 $38,160,505 $1,828,517 ($1,911,728) $32,206,791 ($7,291,834) ($2,038,735) $82,971,531 $2,171,191 $6,667,487 $10,346,878 $15,452,539 $40,845,404 $108,584,493 $255,145,216 $154,453,518 $232,121,556

Opportunity Gap/Surplus

Autos/Cars/Vans/Trucks/Motorcycles Drugs/Health Aids/Beauty Aids/Cosmetics Computer Hardware/Software/Supplies Retailer Services Automotive Tires/Tubes/Batteries/Parts Alcoholic Drinks Served at the Establishment Furniture/Sleep/Outdoor/Patio Furniture Packaged Liquor/Wine/Beer Footwear, including Accessories Books/Periodicals All Other Merchandise Audio Equipment/Musical Instruments Pets/Pet Foods/Pet Supplies Sporting Goods (incl Bicycles/Sports Vehicles) Sewing/Knitting Materials/Supplies Small Electric Appliances Groceries/Other Food Items (Off Premises) Household Fuels (incl Oil, LP gas, Wood, Coal) Optical Goods (incl Eyeglasses, Sunglasses) Photographic Equipment/Supplies Paints/Sundries/Wallpaper/Wall Coverings Toys/Hobby Goods/Games Kitchenware/Home Furnishings Major Household Appliances Automotive Lubricants (incl Oil, Greases) Curtains/Draperies/Slipcovers/Bed/Coverings Mens Wear Soaps/Detergents/Household Cleaners Womens/Juniors/Misses Wear Paper/Related Products Childrens Wear/Infants/Toddlers Clothing Floor/Floor Coverings Hardware/Tools/Plumbing/Electrical Supplies Televisions/VCR/Video Cameras/DVD etc Lawn/Garden/Farm Equipment/Supplies Cigars/Cigarettes/Tobacco/Accessories Jewelry (including Watches) Dimensional Lumber/Other Building Materials Meats/Nonalcoholic Beverages Automotive Fuels

By Major Product Lines

$78,248,345 $51,721,001 $13,076,423 $16,405,740 $13,844,938 $13,882,761 $12,682,247 $8,968,714 $6,960,324 $2,224,907 $18,525,576 $2,727,978 $4,058,331 $4,229,304 $220,169 $975,152 $76,570,370 $1,040,707 $1,320,171 $558,581 $1,706,265 $2,299,683 $5,390,751 $1,970,568 $1,970,568 $2,215,440 $7,140,599 $2,259,737 $18,651,280 $2,015,420 $2,892,141 $3,294,585 $6,669,530 $3,097,938 $7,389,767 $4,938,343 $4,250,913 $9,467,564 $51,150,784 $35,466,779

Consumer Demand ($55,037,072) ($19,812,403) ($7,836,215) ($7,221,679) ($5,347,884) ($4,483,045) ($3,562,842) ($2,191,639) ($1,685,510) ($852,613) ($719,926) ($628,104) ($529,648) $4,413 $120,396 $128,121 $203,052 $252,371 $271,143 $357,649 $697,072 $760,900 $814,219 $838,599 $838,599 $886,707 $1,250,032 $1,311,154 $1,546,481 $1,675,312 $1,692,650 $2,071,316 $2,135,366 $2,245,153 $2,471,878 $2,992,085 $3,401,744 $3,528,388 $5,236,521 $35,347,761

Opportunity Gap/Surplus $288,683,379 $189,820,727 $69,823,851 $60,587,118 $50,870,321 $74,216,082 $46,755,742 $33,138,373 $25,628,377 $8,184,949 $68,104,646 $10,057,960 $14,995,170 $15,654,803 $809,183 $3,607,988 $281,553,712 $3,809,177 $4,874,608 $2,059,442 $6,272,834 $8,516,129 $19,822,792 $7,245,349 $7,245,349 $8,151,219 $26,418,180 $8,258,607 $68,887,218 $7,387,670 $10,807,782 $12,117,390 $24,545,046 $11,409,022 $27,299,263 $18,051,173 $15,735,036 $34,768,446 $236,862,745 $130,816,420

Consumer Demand $43,310,513 $207,650,880 $33,874,313 $34,407,884 $37,003,912 $47,390,730 $42,586,551 $41,468,255 $20,645,756 $5,855,696 $72,756,368 $11,635,182 $14,807,846 $16,072,317 $1,216,248 $4,855,373 $469,216,712 $7,082,431 $8,730,222 $4,750,691 $10,739,276 $12,457,916 $23,149,364 $14,452,528 $14,452,528 $12,244,759 $29,866,163 $18,185,687 $68,970,822 $17,199,363 $16,562,454 $18,292,921 $39,549,783 $26,384,700 $33,262,159 $32,669,929 $22,174,694 $58,211,943 $281,460,329 $220,990,549

Market Supply

10 Minutes

$23,211,273 $31,908,597 $5,240,208 $9,184,061 $8,497,054 $9,399,716 $9,119,405 $6,777,075 $5,274,813 $1,372,293 $17,805,650 $2,099,874 $3,528,683 $4,233,717 $340,564 $1,103,273 $76,773,422 $1,293,078 $1,591,313 $916,230 $2,403,337 $3,060,583 $6,204,971 $2,809,167 $2,809,167 $3,102,147 $8,390,631 $3,570,891 $20,197,760 $3,690,732 $4,584,791 $5,365,901 $8,804,896 $5,343,091 $9,861,645 $7,930,428 $7,652,657 $12,995,952 $56,387,306 $70,814,540

Market Supply

5 Minutes

Downtown Danville Prospect Ave & Hartz Ave 5/15/2017

Consumer Demand & Market Supply Assessment

For Market: Market Definition: Date Report Created:

($245,372,866) $17,830,153 ($35,949,538) ($26,179,234) ($13,866,408) ($26,825,352) ($4,169,191) $8,329,882 ($4,982,621) ($2,329,253) $4,651,722 $1,577,223 ($187,324) $417,514 $407,065 $1,247,385 $187,662,999 $3,273,254 $3,855,615 $2,691,249 $4,466,442 $3,941,787 $3,326,572 $7,207,179 $7,207,179 $4,093,540 $3,447,983 $9,927,080 $83,604 $9,811,693 $5,754,672 $6,175,531 $15,004,737 $14,975,679 $5,962,896 $14,618,756 $6,439,658 $23,443,497 $44,597,584 $90,174,129

Opportunity Gap/Surplus $694,092,438 $462,651,014 $158,960,099 $143,927,579 $124,001,641 $168,674,164 $112,063,292 $79,211,340 $61,736,870 $19,569,392 $163,520,647 $24,204,090 $35,870,222 $37,995,178 $1,944,991 $8,630,404 $680,437,806 $9,182,117 $11,654,708 $4,954,800 $15,278,356 $20,801,380 $47,928,374 $17,006,985 $17,006,985 $19,360,272 $63,477,802 $20,033,048 $165,685,139 $17,937,975 $26,320,850 $29,510,277 $59,577,265 $27,639,976 $65,530,005 $44,437,484 $37,938,225 $84,702,801 $547,428,458 $316,014,523

Consumer Demand

$1,450,360,106 $431,847,679 $95,288,397 $251,571,294 $165,863,207 $116,464,885 $116,893,428 $79,969,765 $84,585,779 $17,454,404 $182,774,355 $32,876,488 $30,331,077 $56,968,112 $3,866,847 $11,062,831 $853,061,819 $16,687,295 $17,092,232 $10,919,595 $24,530,500 $34,913,711 $66,408,399 $35,023,519 $35,023,519 $31,097,600 $117,894,756 $32,997,485 $293,051,270 $29,858,177 $60,758,932 $51,459,326 $89,659,848 $58,149,935 $81,275,446 $63,501,079 $62,178,089 $134,401,022 $629,606,627 $505,559,289

Market Supply

15 Minutes

Page 2 of 3

$756,267,668 ($30,803,335) ($63,671,702) $107,643,714 $41,861,565 ($52,209,278) $4,830,136 $758,425 $22,848,908 ($2,114,988) $19,253,708 $8,672,398 ($5,539,145) $18,972,934 $1,921,856 $2,432,427 $172,624,013 $7,505,179 $5,437,524 $5,964,795 $9,252,144 $14,112,331 $18,480,025 $18,016,534 $18,016,534 $11,737,328 $54,416,954 $12,964,438 $127,366,130 $11,920,202 $34,438,082 $21,949,048 $30,082,583 $30,509,959 $15,745,441 $19,063,594 $24,239,864 $49,698,221 $82,178,170 $189,544,766

Opportunity Gap/Surplus

5 Minutes

Downtown Danville Prospect Ave & Hartz Ave 5/15/2017

Consumer Demand & Market Supply Assessment

For Market: Market Definition: Date Report Created: 10 Minutes

15 Minutes

The difference between demand and supply represents the opportunity gap or surplus available for each retail outlet cited on the Market Outlook report for the specified trade area or reporting geography. When the demand is greater than (or less than) the supply, there is an opportunity gap (or surplus) for that retail outlet. In other words, a negative value signifies an opportunity gap where the Consumer Demand is higher than the Market Supply, while a positive value signifies a surplus.

Market Outlook data covers 31 leading retail segments and 40 major product and service lines.

Market Outlook is based on the following • the Consumer Expenditure Survey (CE), a program of the Bureau of Labor Statistics (BLS); • the U.S. Census Bureau’s monthly and annual Retail Trade (CRT) reports; • the Census Bureau’s Economic Census; with supporting demographic data from STI: PopStats data and STI: WorkPlace.

Data for this report is provided via the Market Outlook database from Synergos Technologies, Inc (STI).

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Report Descriptions

$183,113 87% 81%

15,974

Households

Average HH Income White Collar (Residents) Some College or Degree

43,577

Danville

Population

www.ECONSolutionsbyHdL.com

909.861.4335

City of Watsonville

3 Main St & Ohlone Parkway 4 Downtown Watsonville 5 E. Lake St & Martinelli St

2 Main St & S. Green Valley Rd

1 S. Green Valley Rd & Loma Prieta Ave

Population Bases 20-34 yrs 45-64 yrs 16 yrs + 25 yrs + 65 yrs + 75 yrs + 85 yrs +

Total Population by Age Average Age 19 yrs & under 20 to 24 yrs 25 to 34 yrs 35 to 44 yrs 45 to 54 yrs 55 to 64 yrs 65 to 74 yrs 75 to 84 yrs 85 + yrs

Census Stats 2000 Population 2010 Population Pop Growth (%) 2000 Households 2010 Households HH Growth (%)

Market Stats Population 5 Year Projected Pop Pop Growth (%) Households 5 Year Projected HHs HH Growth (%)

For Market: Market Definition: Date Report Created:

-------------

67.7% 19.0% 7.2% 2.0%

23.6% 10.5% 13.5% 13.1% 13.3% 12.2% 8.2% 4.0% 1.6%

-------------

25,698,234 5,385,428 2,205,177 628,617

65.9% 13.8% 5.7% 1.6%

9,380,004 24.0% 9,915,472 25.4% 30,812,407 79.0%

9,216,240 4,100,609 5,279,395 5,117,939 5,170,964 4,744,508 3,180,251 1,576,560 628,617

38.3

33,871,648 37,253,956 10.0% 11,502,864 12,577,498 9.3%

4.7%

13,210,267 13,833,735

4.6%

39,015,083 40,828,701

California # %

0.0%

2.0%

4.0%

6.0%

8.0%

10.0%

12.0%

14.0%

16.0%

18.0%

0.0%

25 to 34 yrs

35 to 44 yrs

45 to 54 yrs

55 to 64 yrs

65 to 74 yrs

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75 to 84 yrs

5 Yr Proj. HH Growth (%)

Population by Age Group

1.0%

3.0%

2.0%

4.0%

2.0%

5.0%

20 to 24 yrs

5 Yr Proj. Pop. Growth (%)

67.1% 15.5% 6.2% 1.8%

756,511 175,115 69,933 20,313

23.2% 9.7% 11.5% 12.2% 14.3% 13.6% 9.3% 4.4% 1.8%

-------------

29,504 8,300 3,117 885

261,538 108,807 129,660 137,010 161,059 153,667 105,182 49,620 20,313

39.8

948,818 1,049,025 10.6% 344,132 375,364 9.1%

5.0%

403,848 423,918

5.0%

1,126,856 1,182,718

Contra Costa Co # %

238,467 21.2% 314,726 27.9% 895,940 79.5%

21.2% 11.1% 7.0% 8.0% 16.6% 17.2% 11.9% 5.1% 2.0%

7,867 18.1% 14,687 33.7% 35,808 82.2%

9,242 4,832 3,035 3,481 7,213 7,475 5,183 2,232 885

42.7

39,933 42,111 5.5% 14,214 15,429 8.6%

2.5%

15,974 16,374

2.6%

43,577 44,693

Danville #

Consumer Demographic Profile Town of Danville Town of Danville, Contra Costa County, California 5/15/2017

Education Less than 9th Grade Some HS, No Diploma HS Grad (or Equivalent) Some College, No Degree Associate Degree Bachelor Degree Graduates Degree

Household Income Per Capita Income Average HH Income Median HH Income Less than $25K $25K to $34.9K $35K to $49.9K $50K to $74.9K $75K to $99.9K $100K to $149.9K $150K to $199.9K $200K +

Ancestry American Indian (ancestry) Hawaiin (ancestry)

Population by Race White Hispanic African American Asian

For Market: Market Definition: Date Report Created:

------6.5% 2.5% 4.8% 11.2% 9.2% 19.2% 19.5% 27.2%

0.1% 0.1%

29,504 261 0.9% 313 1.1% 2,806 9.5% 4,556 15.4% 2,004 6.8% 12,132 41.1% 5,271 17.9%

1,037 407 768 1,782 1,467 3,061 3,107 4,344

$67,122 $183,113 $140,687

49 64

33,351 76.5% 2,792 6.4% 394 0.9% 5,433 12.5%

Danville #

------14.2% 6.5% 9.9% 15.6% 12.5% 18.6% 12.3% 10.3%

0.3% 0.4%

25,698,234 2,615,041 2,132,497 5,337,049 5,615,065 2,002,705 5,035,925 1,981,087

2,542,160 1,150,634 1,576,671 2,211,169 1,633,217 2,036,970 1,119,286 940,160

$30,608 $90,399 $64,191

168,745 136,091

10.2% 8.3% 20.8% 21.9% 7.8% 19.6% 7.7%

------19.2% 8.7% 11.9% 16.7% 12.4% 15.4% 8.5% 7.1%

0.4% 0.3%

15,522,539 39.8% 14,685,127 37.6% 2,253,296 5.8% 5,127,794 13.1%

California # %

50.0% 40.0% 30.0% 20.0% 10.0% 0.0%

0.0%

5.0%

10.0%

15.0%

20.0%

12 %

47%

$25K to $34.9K

$50K to $74.9K

Associate Degree

Education

$35K to $49.9K

38%

13%

Bachelor Degree

40%

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Graduates Degree

$75K $100K $150K to to to $99.9K $149.9K $199.9K

Household Income Levels - %

25%

15%

Ethnic Breakdown

HS Grad Some (or College, No Equivalent) Degree

Less than $25K

77 %

756,511 44,249 5.8% 40,647 5.4% 141,740 18.7% 169,876 22.5% 61,956 8.2% 190,089 25.1% 71,839 9.5%

57,182 26,319 40,182 63,016 50,652 75,083 49,642 41,772

$39,755 $110,928 $81,601

3,311 4,915

529,474 47.0% 277,418 24.6% 100,627 8.9% 163,656 14.5%

Contra Costa Co # %

Consumer Demographic Profile Town of Danville Town of Danville, Contra Costa County, California 5/15/2017

23.4% 29.1% 16.2% 27.2% 4.1%

1.3% 0.7% 0.2%

11,448,875 62.7% 6,797,753 37.3%

18,246,628

30,812,407 147,653 0.5% 19,408,518 63.0% 18,246,628 59.2% 1,161,890 3.8% 11,256,236 36.5%

497,470 275,720 70,720

7,400,845 56.0% 5,809,422 44.0%

13,210,267

3,086,080 3,838,990 2,146,411 3,597,571 541,215

432,086 4.7% 876,655 9.6% 355,882 3.9% 925,641 10.1% 2,954,276 32.3% 3,604,606 39.4%

9,149,146

California # %

13%

17 %

35.0% 30.0% 25.0% 20.0% 15.0% 10.0% 5.0% 0.0%

87%

83 %

3 People

33 %

67 %

Home Ownership

2 People

Household Size

32%

68%

White Collar / Blue Collar

1 Person

548,547

375,524 68.5% 173,023 31.5%

21,747

18,879 86.8% 2,867 13.2%

1.2% 0.8% 0.8%

Employed Population White Collar Blue Collar

13,151 8,818 9,124 895,940 666 0.1% 578,596 64.6% 548,547 61.2% 30,049 3.4% 316,678 35.3%

1.0% 0.9% 0.3%

35,808 15 0.0% 22,583 63.1% 21,747 60.7% 837 2.3% 13,209 36.9%

419 393 148

271,067 67.1% 132,781 32.9%

13,261 83.0% 2,713 17.0%

22.8% 30.9% 17.1% 26.7% 2.5%

403,848

92,146 124,856 68,883 107,756 10,207

15,974

18.3% 34.7% 17.7% 28.8% 0.6%

10,789 3.8% 24,973 8.7% 8,936 3.1% 24,545 8.5% 101,138 35.2% 116,770 40.7%

2,921 5,540 2,823 4,598 92

287,151

Contra Costa Co # %

204 1.6% 560 4.5% 218 1.8% 542 4.3% 5,524 44.3% 5,415 43.4%

12,463

Danville #

Consumer Demographic Profile Town of Danville Town of Danville, Contra Costa County, California 5/15/2017

Employment (Pop 16+) Armed Services Civilian Employed Unemployed Not in Labor Force

Components of Change Births Deaths Migration

Home Ownership Owners Renters

Household Size 1 Person 2 People 3 People 4 to 6 People 7+ People

Family Structure Single - Male Single - Female Single Parent - Male Single Parent - Female Married w/ Children Married w/out Children

For Market: Market Definition: Date Report Created:

37%

44%

63%

56%

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4 to 6 People

Blue Collar Protective Food Prep Serving Bldg Maint/Cleaning Personal Care Farming/Fishing/Forestry Construction Production Transp

Employment By Occupation White Collar Managerial executive Prof specialty Healthcare support Sales Office Admin

For Market: Market Definition: Date Report Created:

21,747 1,127 1,941 640 1,096 2,819 3,156 3,408 26 568 4,289 1,135 618 923

290 272 137 680 9 771 708

2,867

Danville # 21,747 18,879 7,747 5,854 272 3,160 1,847

5.2% 8.9% 2.9% 5.0% 13.0% 14.5% 15.7% 0.1% 2.6% 19.7% 5.2% 2.8% 4.2%

13.2% 1.3% 1.3% 0.6% 3.1% 0.0% 3.5% 3.3%

86.8% 35.6% 26.9% 1.3% 14.5% 8.5%

31.5% 2.1% 4.7% 4.5% 4.2% 0.3% 8.0% 7.7%

37.3% 2.1% 5.6% 4.4% 4.7% 1.7% 7.6% 11.2%

62.7% 15.1% 22.0% 2.0% 10.9% 12.7%

18,246,628 1,552,974 8.5% 1,796,298 9.8% 862,985 4.7% 514,319 2.8% 2,579,522 14.1% 1,132,588 6.2% 1,436,199 7.9% 11,833 0.1% 885,263 4.9% 3,827,888 21.0% 1,845,679 10.1% 976,899 5.4% 824,181 4.5%

390,503 1,018,656 799,937 849,196 315,710 1,383,850 2,039,901

6,797,753

California # 18,246,628 11,448,875 2,747,791 4,016,546 367,898 1,991,092 2,325,548

0.0%

10.0%

20.0%

30.0%

0.0%

5.0%

10.0%

15.0%

548,547 42,581 7.8% 37,944 6.9% 26,696 4.9% 15,435 2.8% 72,752 13.3% 49,862 9.1% 54,884 10.0% 771 0.1% 29,824 5.4% 119,753 21.8% 47,610 8.7% 27,512 5.0% 22,923 4.2%

11,583 25,664 24,646 23,109 1,848 43,688 42,485

173,023

Contra Costa Co # % 548,547 375,524 68.5% 107,470 19.6% 127,729 23.3% 11,122 2.0% 60,583 11.0% 68,620 12.5%

Consumer Demographic Profile Town of Danville Town of Danville, Contra Costa County, California 5/15/2017

Industry Breakdown Cont.

Industry Breakdown

Page 4 of 4

Household Segmentation Profile For Market: Town of Danville Date: 5/15/2017

Danville

0.0%

(01Y) Starting Out

0.1%

(02Y) Taking Hold

(01Y) Starting2.2% Out

(03X) Settling Down

0.0%

(02Y) Taking 0.1% Hold

(04X) Social Connectors (05X) Busy Households

0.1%

(03X) Settling Down 0.0%

(06X) Working & Studying

10.0%

15.0%

20.0%

2.6%

3.9%

0.5%

2.8%

1.6%

1.5%

(07X) Career Oriented

2.5%

5.3%

(08X) Large Households

0.5%

2.6%

0.8%

1.9%

19.4%

(04X) Social Connectors

(09B) Comfortable Independence (05X) Busy

0.1% Households

(10B) Rural-Metro Mix

0.1%

(06X) Working & Studying 44.6%

(11B) Affluent Households

(12B) Comfortable Households

1.1%

8.1%

(13B) Working Households

0.3%

1.3%

4.7%

16.4%

2.5%

(07X) Career Oriented

(14B) Diverging Paths(08X)

1.6% Large Households

(15M) Top Wealth

38.3%

(09B)Well Comfortable (16M) Living

Independence 0.3%

(17M) Bargain Hunters

0.3%

4.3%

(18M) Thrifty and Active

0.0%

11.1%

5.4%

3.4%

(10B) Rural-Metro Mix

(19M) Solid Prestige (11B)

6.0% Affluent Households

(20S) Community Minded

1.5%

(12B) Comfortable (21S) Leisure Seekers

Households 0.4%

Trade Area 2:

Trade Area 3:

Danville

Contra Costa County

California

Household Lifestage Group Comparison California

Contra Costa County

5.0%

Trade Area 1:

25.0%

30.0%

35.0%

40.0%

45.0%

50.0%

(13B) Working Households (14B) Diverging Paths (15M) Top Wealth (16M) Living Well (17M) Bargain Hunters (18M) Thrifty and Active (19M) Solid Prestige

(20S) Community Minded (21S) Leisure Seekers

Total Households Rank * 1 2 3 4 5 6 7 8 9 10

Trade Area 1:

Trade Area 2:

Trade Area 3:

Danville

Contra Costa County

California

15,692

Cluster

Lifestage Group

01- Summit Estates 02- Established Elite 03- Corporate Connected 04- Top Professionals 09- Busy Schedules 05- Active & Involved 24- Career Building 07- Active Lifestyles 06- Casual Comfort 33- Urban Diversity

(11B) Affluent Households (15M) Top Wealth (15M) Top Wealth (11B) Affluent Households (19M) Solid Prestige (19M) Solid Prestige (02Y) Taking Hold (11B) Affluent Households (07X) Career Oriented (14B) Diverging Paths

100%

387,366

100%

12,815,530

Households

5,636 4,879 1,131 1,076 390 339 323 279 260 236

35.9% 31.1% 7.2% 6.9% 2.5% 2.2% 2.1% 1.8% 1.7% 1.5%

100%

Households

37,838 39,135 24,204 28,930 16,775 10,576 11,045 8,245 8,127 13,701

9.8% 10.1% 6.2% 7.5% 4.3% 2.7% 2.9% 2.1% 2.1% 3.5%

506,677 619,723 557,913 652,677 460,729 315,918 327,200 232,640 225,963 545,215

4.0% 4.8% 4.4% 5.1% 3.6% 2.5% 2.6% 1.8% 1.8% 4.3%

* Rank is based on Trade Area 1 cluster sizes

Uses the Personicx household segmentation system. More information about each cluster and lifestage group is available by clicking on the respective category.

Page 1 of 3

Household Segmentation Profile Market: Date:

Town of Danville 5/15/2017

Danville TOTAL HOUSEHOLDS Lifestage Group

15,692 Cluster Name