Danville Market Analysis 2020 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 nearly 43,000 people, truly does provide a superb location along with small-town atmosphere with an outstanding quality of life.

Awards & Recognitions • •

#1 on The 50 Safest Cities in California – 2019 by Safewise 14th wealthiest zip code in America by Business Insider

DEMOGRAPHICS Household Size (People)

Ethnic Breakdown

Average HH Income 30.0%

35% Black, Other, 1% Hispanic, 3% 7%

30% 25% 20%

25.0% 20.0% 15.0% 10.0%

15%

5.0%

10%

0.0%

5% 0% 1 Danville

➢ ➢ ➢ ➢ ➢ ➢ ➢ ➢ ➢

4 to 6

Asian, 13%

White , 76% Danville

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

Contra Costa Co.

43,996 43.4 18.03 16,111 2.78 82.9 $201,786 $10,901 67%

Source: U.S. Census Bureau, STI: PopStats, and HdL Companies (Dec, 2019)

(714) 879-5000

www.HdLCompanies.com 1

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

22,997 $73,945 $201,786 $153,278 1,362 86%/14%

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

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 (Dec, 2018)

Source: HdL Companies (Dec, 2019)

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

Industry Breakdown 0%

Occupational Breakdown

20%

EDUCATIONAL SERVICES

40%

20%

PROFESSIONAL SERVICES

20%

MANAGERIAL EXECUTIVE

34%

17% PROFESSIONAL SPECIALTY

FIN./INS./REAL ESTATE

13%

WHOLESALE RETAIL

13%

MANUFACTURING

40%

28% 15%

SALES OFFICE/ADMIN

10%

28% represents all other industries residents are employed within

15% represents all other occupations residents are employed within

Source: STI: PopStats (Dec, 2019)

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

(714) 879-5000

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

www.HdLCompanies.com 2

HOUSING MARKET STATISTICS ➢ Median home value $1,290,200 ➢ Owners vs. Renters 83%/ 17% ➢ High vs. Low home values during the last decade ✓ High: May 2019 $1,290,200 ✓ Low: June 2009 $811,900 5-Year Projected HH Growth

Median Home Values Danville

Contra Costa County

2.5 %

California

Community Comparison

$1,400,000 $1,200,000 $1,000,000 $800,000 $600,000 $400,000 $200,000 $0

(Median Home Values) $-

$900,000

DANVILLE

$1,290,200

Jun 2009 Dec 2009 Jun 2010 Dec 2010 Jun 2011 Dec 2011 Jun 2012 Dec 2012 Jun 2013 Dec 2013 Jun 2014 Dec 2014 Jun 2015 Dec 2015 Jun 2016 Dec 2016 Jun 2017 Dec 2017 Jun 2018 Dec 2018

MORAGA

$1,242,400

PLEASANTON

$1,008,800

SAN RAMON

$969,400

WALNUT CREEK DUBLIN

$1,800,000

$847,400 $807,900

Source: DOF, STI: PopStats, Zillow (Dec, 2019)

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, Personicx, PopStats, United States Census Bureau, WalletHub, X-Span Results, Inc., and Zillow.

(714) 879-5000

www.HdLCompanies.com 3

• • • •

•

Population Daytime Population Households Average Age Average HH Income White Collar (Residents) Some College or Degree

5 Minutes 29,225 37,406 11,022 43.8 $200,626 85% 82%

Danville, CA Dec-19

(714) 879-5000

10 Minutes 15 Minutes 110,352 279,744 144,860 350,533 41,432 112,438 43 42.4 $187,351 $161,562 85% 84% 82% 80%

DOWNTOWN DANVILLE

www.HdLCompanies.com

Downtown Danville Shopping Dec 2019

(714) 879-5000

www.HdLCompanies.com

Downtown Danville Restaurants Dec, 2019

(714) 879-5000

www.HdLCompanies.com

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 (%)

Site: Address: Date Report Created:

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

21.4% 9.2% 9.4% 11.1% 14.6% 14.9% 11.1% 5.7% 2.6%

194,139 54,314 23,341 7,371

69.4% 19.4% 8.3% 2.6%

51,885 18.5% 82,546 29.5% 226,788 81.1%

59,895 25,711 26,174 31,104 40,745 41,801 30,974 15,969 7,371

42.4

220,206 247,506 12.4% 89,349 98,800 10.6%

6.9%

112,438 120,203

6.7%

279,744 298,481

15 Min Drive

1.0% 0.0%

0.0%

2.0%

4.0%

6.0%

8.0%

10.0%

12.0%

14.0%

16.0%

18.0%

2.0%

25 to 34 yrs

35 to 44 yrs

45 to 54 yrs

55 to 64 yrs

65 to 74 yrs

Page 1 of 4

75 to 84 yrs

HH Growth (%)

Population by Age Group

3.0%

2.0%

4.0%

3.0%

5.0%

4.0%

6.0%

6.0% 5.0%

7.0%

20 to 24 yrs

Pop Growth (%)

69.6% 20.0% 7.4% 1.7%

76,812 22,053 8,150 1,917

20,329 6,198 2,422 589

69.6% 21.2% 8.3% 2.0%

22,206 20.1% 34,549 31.3% 91,477 82.9%

19.7% 10.7% 9.4% 8.9% 14.3% 17.0% 12.6% 5.6% 1.7%

6,062 20.7% 9,390 32.1% 24,542 84.0%

21,704 11,837 10,369 9,841 15,737 18,812 13,902 6,233 1,917

5,484 3,413 2,649 2,092 4,165 5,226 3,775 1,833 589

98,115 102,884 4.9% 36,805 39,185 6.5%

4.6%

42,432 44,388

4.1%

110,352 114,900

43.0 18.8% 11.7% 9.1% 7.2% 14.3% 17.9% 12.9% 6.3% 2.0%

10 Min Drive

43.8

27,936 28,393 1.6% 10,208 10,687 4.7%

1.8%

11,022 11,215

1.7%

29,225 29,720

5 Min Drive

Downtown Danville W Prospect Ave and Hartz Ave | Danville CA 12/14/2019

Consumer Demographic Profile

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 Black Asian

Site: Address: Date Report Created:

30 43

20,329 182 0.9% 205 1.0% 1,789 8.8% 3,390 16.7% 1,227 6.0% 8,564 42.1% 3,444 16.9%

651 322 470 1,126 1,136 2,053 1,819 3,445

------5.9% 2.9% 4.3% 10.2% 10.3% 18.6% 16.5% 31.3%

0.1% 0.1%

23,341 79.9% 2,018 6.9% 272 0.9% 2,585 8.8%

$75,664 $200,626 $143,643

5 Min Drive %

138 185

------8.0% 4.2% 6.4% 10.6% 10.8% 19.6% 18.7% 21.7%

0.2% 0.2%

194,139 2,551 1.3% 3,091 1.6% 17,832 9.2% 31,198 16.1% 13,426 6.9% 77,105 39.7% 34,139 17.6%

8,951 4,682 7,233 11,950 12,151 22,013 21,077 24,381

$64,937 $161,562 $123,485

521 614

179,486 64.2% 25,350 9.1% 5,816 2.1% 56,355 20.1%

15 Min Drive

60.0% 40.0% 20.0% 0.0%

0.0%

10.0%

20.0%

30.0%

Ethnic Breakdown

$25K to $34.9K

$50K to $74.9K

Education

$35K to $49.9K

HS Grad Some Associate (or College, No Degree Equivalent) Degree

Less than $25K

Page 2 of 4

Bachelor Degree Graduates Degree

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

Household Income Levels - %

0.0% 10.0% 20.0% 30.0% 40.0% 50.0% 60.0% 70.0% 80.0%

White Hispanic Black Asian

76,812 794 1.0% 866 1.1% 6,107 8.0% 11,140 14.5% 5,437 7.1% 32,295 42.0% 13,968 18.2%

2,284 1,290 2,117 3,994 4,144 8,595 8,014 11,996

------5.4% 3.0% 5.0% 9.4% 9.8% 20.3% 18.9% 28.3%

0.1% 0.2%

78,382 71.0% 8,636 7.8% 1,663 1.5% 17,222 15.6%

$72,040 $187,351 $142,302

10 Min Drive

Downtown Danville W Prospect Ave and Hartz Ave | Danville CA 12/14/2019

Consumer Demographic Profile

27.3% 33.1% 16.1% 22.8% 0.6%

2,696 2,672 1,958

1.0% 1.0% 0.7%

77,693 69.1% 34,744 30.9%

112,438

30,711 37,267 18,103 25,657 700

1,488 2.0% 3,736 4.9% 1,638 2.2% 3,545 4.7% 32,140 42.5% 32,991 43.7%

75,537

117,953 84.1% 22,334 15.9%

140,287

226,788 130 0.1% 145,264 64.1% 140,287 61.9% 4,977 2.2% 81,395 35.9%

15 Min Drive

56.0%

58.0%

60.0%

62.0%

64.0%

66.0%

40.0% 35.0% 30.0% 25.0% 20.0% 15.0% 10.0% 5.0% 0.0% 3 People

15 Min Drive

10 Min Drive 15 Min Drive

10 Min Drive

Page 3 of 4

4 to 6 People

Unemployed

Civilian Employment

2 People

Household Size

Employed

5 Min Drive

1 Person

57,250

48,602 84.9% 8,648 15.1%

14,656

12,440 84.9% 2,217 15.1%

Employed Population White Collar Blue Collar

1.0% 0.9% 0.0%

91,477 18 0.0% 59,130 64.6% 57,250 62.6% 1,880 2.1% 32,329 35.3%

1,099 996 -45

24,542 3 0.0% 15,097 61.5% 14,656 59.7% 441 1.8% 9,442 38.5%

1.0% 1.0% -0.1%

8,815 80.0% 2,207 20.0% 289 286 -18

42,432

32,124 75.7% 10,308 24.3%

11,022

21.6% 35.5% 16.9% 25.4% 0.6%

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

Components of Change Births Deaths Migration

Home Ownership Owners Renters

9,166 15,084 7,158 10,773 252

2,194 3,960 1,860 2,936 72

Household Size 1 Person 2 People 3 People 4 to 6 People 7+ People 19.9% 35.9% 16.9% 26.6% 0.7%

602 1.9% 1,501 4.8% 671 2.1% 1,216 3.9% 12,973 41.5% 14,310 45.8%

113 1.4% 554 6.6% 227 2.7% 302 3.6% 3,209 38.4% 3,955 47.3%

# 31,273

10 Min Drive

8,361

5 Min Drive

Downtown Danville W Prospect Ave and Hartz Ave | Danville CA 12/14/2019

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

Site: Address: Date Report Created:

Consumer Demographic Profile

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

2,217

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

14,656 832 1,194 270 642 1,857 1,959 2,592 38 417 2,885 850 607 512

215 252 114 598 20 585 432

14,656 12,440 4,886 4,080 140 2,194 1,139

5 Min Drive

5.7% 8.1% 1.8% 4.4% 12.7% 13.4% 17.7% 0.3% 2.8% 19.7% 5.8% 4.1% 3.5%

15.1% 1.5% 1.7% 0.8% 4.1% 0.1% 4.0% 2.9%

84.9% 33.3% 27.8% 1.0% 15.0% 7.8%

57,250 2,840 5,550 1,764 2,098 6,973 7,302 10,155 119 1,835 11,039 3,757 1,889 1,931

817 1,415 522 2,110 57 1,739 1,987

8,648

57,250 48,602 18,368 17,224 457 8,029 4,524

5.0% 9.7% 3.1% 3.7% 12.2% 12.8% 17.7% 0.2% 3.2% 19.3% 6.6% 3.3% 3.4%

15.1% 1.4% 2.5% 0.9% 3.7% 0.1% 3.0% 3.5%

84.9% 32.1% 30.1% 0.8% 14.0% 7.9%

140,287 6,532 12,642 5,077 5,837 16,424 16,610 25,279 348 4,436 27,299 9,544 5,277 4,981

2,076 3,787 1,819 4,988 84 4,314 5,266

22,334

# 140,287 117,953 43,009 43,908 1,295 17,355 12,386

4.7% 9.0% 3.6% 4.2% 11.7% 11.8% 18.0% 0.2% 3.2% 19.5% 6.8% 3.8% 3.6%

15.9% 1.5% 2.7% 1.3% 3.6% 0.1% 3.1% 3.8%

84.1% 30.7% 31.3% 0.9% 12.4% 8.8%

15 Min Drive

0.0%

5.0%

10.0%

15.0%

20.0%

0.0%

5.0%

10.0%

15.0%

10 Min Drive

Downtown Danville W Prospect Ave and Hartz Ave | Danville CA 12/14/2019

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

Site: Address: Date Report Created:

Consumer Demographic Profile

Industry Breakdown Cont.

Industry Breakdown

Page 4 of 4

Household Segmentation Profile Site: Address:

Downtown Danville

Date:

12/14/2019

W Prospect Ave and Hartz Ave | Danville CA

5 Min Drive

0.0%

(01Y) Starting Out

0.2%

(02Y) Taking Hold

(01Y) Starting2.8% Out

(03X) Settling Down

0.1%

(02Y) Taking 0.3% Hold

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

0.2%

(03X) Settling Down 0.0%

(06X) Working & Studying (07X) Career Oriented

2.2% (04X) Social Connectors

(08X) Large Households

0.4%

(05X) Busy (09B) Comfortable Independence

Households 0.0%

(10B) Rural-Metro Mix

0.1%

10 Min Drive

5.0%

15.0%

20.0%

0.7%

3.6%

0.0%

1.0%

0.3%

3.2%

0.6%

0.1%

0.2%

41.0%

(12B) Comfortable Households

2.1%

0.3%

3.0%

33.5%

0.5%

1.6% (07X) Career Oriented

(13B) Working Households

0.3%

(14B) Diverging Paths(08X)

1.7% Large Households

(15M) Top Wealth

36.1%

(09B) Comfortable (16M) Living Well

Independence 0.4%

(17M) Bargain Hunters

0.2%

0.5%

(18M) Thrifty and Active

0.0%

6.8%

2.0%

0.5%

(10B) Rural-Metro Mix

(19M) Solid Prestige (11B)

6.8% Affluent Households

(20S) Community Minded

1.8%

(12B) Comfortable (21S) Leisure Seekers

Households 0.4%

Trade Area 2:

Trade Area 3:

5 Min Drive

10 Min Drive

15 Min Drive

Household Lifestage Group Comparison 15 Min Drive

10.0%

(11B) Affluent Households

(06X) Working & Studying 44.2%

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:

5 Min Drive

10 Min Drive

15 Min Drive

10,944

Cluster

Lifestage Group

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

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

100%

40,293

100%

106,086

Households

3,887 3,262 802 689 331 277 255 179 157 153

35.5% 29.8% 7.3% 6.3% 3.0% 2.5% 2.3% 1.6% 1.4% 1.4%

100%

Households

13,153 10,852 2,746 2,627 1,148 1,309 974 1,145 606 635

32.6% 26.9% 6.8% 6.5% 2.8% 3.2% 2.4% 2.8% 1.5% 1.6%

24,061 19,392 7,904 7,083 4,764 4,876 2,962 4,628 2,299 2,200

22.7% 18.3% 7.5% 6.7% 4.5% 4.6% 2.8% 4.4% 2.2% 2.1%

* Rank is based on Trade Area 1 cluster size

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 18

Household Segmentation Profile Market: Date:

W Prospect Ave and Hartz Ave | Danville CA 12/14/2019

TOTAL HOUSEHOLDS Lifestage Group

10,944 Cluster Name

(01Y) Starting Out

5 Min Drive 23

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

(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%

40,293

100%

10 Min Drive 0.2%

282

106,086

100%

15 Min Drive 0.7%

1,513

1.4%

1 5 14 0 2

0.0% 0.1% 0.1% 0.0% 0.0%

12 99 160 0 11

0.0% 0.2% 0.4% 0.0% 0.0%

94 361 1,002 3 53

0.1% 0.3% 0.9% 0.0% 0.0%

303

2.8%

1,444

3.6%

5,435

5.1%

2 23 277 1

0.0% 0.2% 2.5% 0.0%

13 114 1,309 7

0.0% 0.3% 3.2% 0.0%

71 443 4,876 45

0.1% 0.4% 4.6% 0.0%

0.1%

0.0%

0.1%

0 2 5

0.0% 0.0% 0.0%

1 5 13

0.0% 0.0% 0.0%

4 9 55

0.0% 0.0% 0.1%

0.3%

399

1.0%

1,500

1.4%

6 15 10

0.1% 0.1% 0.1%

25 141 233

0.1% 0.3% 0.6%

122 606 772

0.1% 0.6% 0.7%

0.2%

114

0.3%

423

0.4%

7 15

0.1% 0.1%

23 91

0.1% 0.2%

109 313

0.1% 0.3%

0.0%

120

0.3%

603

0.6%

1 1 0

0.0% 0.0% 0.0%

91 14 15

0.2% 0.0% 0.0%

497 40 66

0.5% 0.0% 0.1%

246

2.2%

1,277

3.2%

4,713

4.4%

124 35 5 82

1.1% 0.3% 0.0% 0.7%

514 182 18 563

1.3% 0.5% 0.0% 1.4%

1,827 648 80 2,159

1.7% 0.6% 0.1% 2.0%

0.4%

237

0.6%

1,157

1.1%

22 19 0 4

0.2% 0.2% 0.0% 0.0%

89 104 0 45

0.2% 0.3% 0.0% 0.1%

411 518 8 221

0.4% 0.5% 0.0% 0.2%

0.0%

0.1%

428

0.4%

0 2 3

0.0% 0.0% 0.0%

2 17 22

0.0% 0.0% 0.1%

271 80 77

0.3% 0.1% 0.1%

0.1%

0.2%

414

0.4%

0 12 0

0.0% 0.1% 0.0%

0 91 0

0.0% 0.2% 0.0%

2 411 1

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 19

Household Segmentation Profile Market: Date:

W Prospect Ave and Hartz Ave | Danville CA 12/14/2019

TOTAL HOUSEHOLDS Lifestage Group

10,944 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

100%

5 Min Drive

40,293

100%

10 Min Drive

106,086

100%

15 Min Drive

4,842

44.2%

16,534

41.0%

34,165

32.2%

3,887 802 153

35.5% 7.3% 1.4%

13,153 2,746 635

32.6% 6.8% 1.6%

24,061 7,904 2,200

22.7% 7.5% 2.1%

172

1.6%

829

2.1%

3,807

3.6%

107 65

1.0% 0.6%

556 273

1.4% 0.7%

2,387 1,420

2.3% 1.3%

0.3%

135

0.3%

411

0.4%

38 0

0.3% 0.0%

135 0

0.3% 0.0%

411 0

0.4% 0.0%

189

1.7%

1,189

3.0%

4,906

4.6%

0 1 8 1 179

0.0% 0.0% 0.1% 0.0% 1.6%

1 9 25 9 1,145

0.0% 0.0% 0.1% 0.0% 2.8%

4 44 131 99 4,628

0.0% 0.0% 0.1% 0.1% 4.4%

3,951

36.1%

13,480

33.5%

26,475

25.0%

3,262 689

29.8% 6.3%

10,852 2,627

26.9% 6.5%

19,392 7,083

18.3% 6.7%

0.4%

198

0.5%

1,021

1.0%

36 0 3

0.3% 0.0% 0.0%

182 0 16

0.5% 0.0% 0.0%

911 3 106

0.9% 0.0% 0.1%

0.2%

191

0.5%

1,015

1.0%

5 4 8 7 2

0.0% 0.0% 0.1% 0.1% 0.0%

17 19 33 110 11

0.0% 0.0% 0.1% 0.3% 0.0%

94 132 125 604 60

0.1% 0.1% 0.1% 0.6% 0.1%

0.0%

0 0 0

0.0% 0.0% 0.0%

0 0 0

0.0% 0.0% 0.0%

0 1 0

0.0% 0.0% 0.0%

743

6.8%

2,728

6.8%

10,024

9.4%

255 157 331

2.3% 1.4% 3.0%

974 606 1,148

2.4% 1.5% 2.8%

2,962 2,299 4,764

2.8% 2.2% 4.5%

202

1.8%

802

2.0%

6,124

5.8%

23 66 113

0.2% 0.6% 1.0%

83 225 493

0.2% 0.6% 1.2%

671 2,093 3,360

0.6% 2.0% 3.2%

0.4%

184

0.5%

1,883

1.8%

7 4 26 4 7

0.1% 0.0% 0.2% 0.0% 0.1%

27 21 74 32 30

0.1% 0.1% 0.2% 0.1% 0.1%

492 216 380 193 601

0.5% 0.2% 0.4% 0.2% 0.6%

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 20

Employment Profile Site: Address: Date Report Created:

Downtown Danville W Prospect Ave and Hartz Ave | Danville CA 12/14/2019

5 Min Drive 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

10 Min Drive

15 Min Drive

37,406 10,144 53,977 64,948

144,860 24,287 55,883 67,610

350,533 55,470 54,119 66,224

338 258 5,395 3,025 2,046 1,637 544 2,578

2.1% 1.6% 34.1% 19.1% 12.9% 10.3% 3.4% 16.3%

1,784 1,068 25,528 14,934 10,380 7,998 3,461 15,029

2.2% 1.3% 31.8% 18.6% 12.9% 10.0% 4.3% 18.7%

4,575 2,974 63,691 36,252 23,765 18,040 7,244 34,702

2.4% 1.6% 33.3% 19.0% 12.4% 9.4% 3.8% 18.1%

Establishments # % 4,968 100% 212 4.3% 146 2.9% 14 0.3% 110 2.2% 230 4.6% 142 2.9% 444 8.9% 1,308 26.3% 93 1.9% 2 0.0% 135 2.7% 3 0.1% 738 14.8% 215 4.3% 430 8.7% 36 0.7% 9 0.2% 66 1.3% 634 12.8%

Employee's # % 80,181 100% 4,586 5.7% 3,492 4.4% 101 0.1% 2,468 3.1% 3,940 4.9% 3,220 4.0% 5,891 7.3% 24,804 30.9% 2,539 3.2% 225 0.3% 3,359 4.2% 43 0.1% 8,982 11.2% 1,735 2.2% 8,253 10.3% 1,089 1.4% 326 0.4% 620 0.8% 4,508 5.6%

Establishments # % 11,841 100% 516 4.4% 359 3.0% 30 0.3% 256 2.2% 537 4.5% 310 2.6% 1,075 9.1% 2,770 23.4% 233 2.0% 9 0.1% 319 2.7% 6 0.1% 1,891 16.0% 514 4.3% 1,108 9.4% 105 0.9% 11 0.1% 164 1.4% 1,628 13.7%

Employee's # % 191,243 100% 10,810 5.7% 8,638 4.5% 186 0.1% 4,831 2.5% 8,994 4.7% 6,826 3.6% 15,176 7.9% 53,418 27.9% 6,373 3.3% 725 0.4% 8,781 4.6% 118 0.1% 20,711 10.8% 4,680 2.4% 23,765 12.4% 2,467 1.3% 391 0.2% 1,524 0.8% 12,828 6.7%

Industry Groups

Employee's by Industry 35.0% 30.0% 25.0% 20.0% 15.0% 10.0% 5.0% 0.0%

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 # % 1,371 100% 69 5.0% 49 3.6% 3 0.2% 40 2.9% 84 6.2% 44 3.2% 120 8.7% 272 19.8% 22 1.6% 1 0.1% 34 2.5% 1 0.1% 170 12.4% 77 5.6% 143 10.4% 9 0.7% 1 0.1% 16 1.2% 215 15.7%

Employee's # % 15,820 100% 877 5.5% 609 3.8% 13 0.1% 558 3.5% 844 5.3% 1,137 7.2% 1,129 7.1% 4,402 27.8% 352 2.2% 43 0.3% 621 3.9% 14 0.1% 1,041 6.6% 386 2.4% 1,924 12.2% 124 0.8% 9 0.1% 74 0.5% 1,661 10.5%

Page 1 of 2

Employment Profile Site: Address: Date Report Created:

Occupations

Downtown Danville W Prospect Ave and Hartz Ave | Danville CA 12/14/2019

5 Min Drive

10 Min Drive

15 Min Drive

# 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

9,556 235 693 276 960 192 1,556 653 119 166 955 3,146

60.4% 1.5% 4.4% 1.7% 6.1% 1.2% 9.8% 4.1% 0.8% 1.1% 6.0% 19.9%

50,529 1,598 3,372 1,887 2,613 1,017 9,008 3,593 689 900 4,998 17,071

63.0% 2.0% 4.2% 2.4% 3.3% 1.3% 11.2% 4.5% 0.9% 1.1% 6.2% 21.3%

116,758 3,648 7,289 4,528 5,906 2,548 19,326 8,013 2,421 1,930 11,805 40,744

61.1% 1.9% 3.8% 2.4% 3.1% 1.3% 10.1% 4.2% 1.3% 1.0% 6.2% 21.3%

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

6,193 567 652 14 995 487 504 513 194 1,656 610

39.1% 3.6% 4.1% 0.1% 6.3% 3.1% 3.2% 3.2% 1.2% 10.5% 3.9%

29,285 2,250 3,077 103 4,908 2,216 2,101 2,766 620 7,884 3,362

36.5% 2.8% 3.8% 0.1% 6.1% 2.8% 2.6% 3.4% 0.8% 9.8% 4.2%

73,504 5,422 7,012 184 11,117 6,054 5,039 7,399 1,635 21,280 8,361

38.4% 2.8% 3.7% 0.1% 5.8% 3.2% 2.6% 3.9% 0.9% 11.1% 4.4%

0.4%

367

0.5%

981

0.5%

Military Services

Employee's by Occupation 25.0% 20.0% 15.0% 10.0% 5.0% 0.0%

Employee Totals and History Current 2018 Q3 2018 Q2 2018 Q1 2017 Q4 2017 Q3 2017 Q2 2017 Q1 2016 Q4

# 15,820 15,078 15,652 16,245 16,425 15,864 16,730 16,695 16,916

# 80,181 78,233 79,280 82,473 83,151 81,805 83,997 83,527 86,515

# 191,243 186,222 188,180 194,997 196,223 193,464 197,615 197,013 201,443

Page 2 of 2

Demographics

Consumer Demand

$6,744,799 $7,298,670 $3,588,937 $3,828,090 $5,216,931 $3,826,221 $14,280,787 $30,535,566 $84,710,125 $8,644,098 $1,868,535 $116,164,389 $11,576,716 $8,884,892 $26,921,241 $60,438,911 $2,018,750 $35,790,762 $33,832,362 $7,077,275 $2,368,299 $2,890,798 $32,076,868 $6,552,698 $3,138,971 $3,643,347 $3,731,792 $45,253,298 $806,224 $62,122,884 $5,925,322 $641,758,558

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

29,225 29,720 29,161 65 11,022 11,215 1,371 15,820 $143,643

$0 $1,042,996 $1,104,432 $1,503,213 $2,681,148 $2,104,619 $8,343,634 $18,871,853 $58,955,475 $6,178,867 $1,377,973 $88,838,538 $9,365,388 $8,066,206 $24,639,198 $55,632,878 $1,922,873 $35,233,454 $33,858,588 $7,458,048 $2,501,015 $3,146,253 $36,481,839 $9,054,474 $5,004,640 $5,949,527 $6,347,170 $77,143,025 $1,523,146 $131,850,989 $15,807,584 $661,989,041

Market Supply

5 Min Drive

-100% -86% -69% -61% -49% -45% -42% -38% -30% -29% -26% -24% -19% -9% -8% -8% -5% -2% 0% 5% 6% 9% 14% 38% 59% 63% 70% 70% 89% 112% 167%

$25,490,675 $27,551,944 $13,564,634 $14,451,277 $19,779,367 $14,431,222 $54,003,345 $114,954,785 $332,580,135 $32,611,123 $7,077,875 $438,828,655 $48,186,549 $33,466,727 $101,493,070 $228,360,136 $7,610,201 $158,929,606 $143,526,402 $30,043,023 $11,149,084 $10,902,820 $121,116,357 $24,778,117 $12,236,277 $13,750,193 $14,281,020 $171,057,370 $3,039,551 $235,208,612 $22,380,855 $2,486,841,006

Consumer Demand $26,834,737 $5,690,884 $10,820,077 $13,705,721 $15,505,101 $29,493,623 $48,798,593 $161,670,001 $139,546,609 $32,327,320 $5,200,226 $179,108,290 $45,121,110 $25,842,936 $136,022,608 $375,481,383 $4,131,174 $178,404,850 $141,831,241 $46,090,837 $4,543,788 $13,534,334 $142,199,487 $23,927,292 $11,800,997 $16,267,595 $6,347,170 $295,627,599 $2,631,131 $646,471,692 $37,639,737 $2,822,618,141

Market Supply

10 Min Drive

$1,344,062 ($21,861,059) ($2,744,557) ($745,556) ($4,274,266) $15,062,401 ($5,204,752) $46,715,216 ($193,033,526) ($283,803) ($1,877,649) ($259,720,364) ($3,065,438) ($7,623,792) $34,529,537 $147,121,247 ($3,479,027) $19,475,243 ($1,695,162) $16,047,814 ($6,605,296) $2,631,514 $21,083,130 ($850,825) ($435,280) $2,517,402 ($7,933,850) $124,570,229 ($408,421) $411,263,080 $15,258,883 88

Opportunity Gap/Surplus

($6,744,799) ($6,255,674) ($2,484,505) ($2,324,877) ($2,535,783) ($1,721,602) ($5,937,152) ($11,663,713) ($25,754,650) ($2,465,231) ($490,562) ($27,325,851) ($2,211,328) ($818,686) ($2,282,043) ($4,806,033) ($95,877) ($557,309) $26,226 $380,772 $132,716 $255,455 $4,404,971 $2,501,776 $1,865,669 $2,306,179 $2,615,378 $31,889,727 $716,922 $69,728,105 $9,882,262 97

Opportunity Gap/Surplus

110,352 114,900 109,959 393 42,432 44,388 4,968 80,181 $142,302

Downtown Danville W Prospect Ave and Hartz Ave | Danville CA 12/14/2019

Consumer Demand & Market Supply Assessment

Site: Address: Date Report Created:

By Establishments

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

5% -79% -20% -5% -22% 104% -10% 41% -58% -1% -27% -59% -6% -23% 34% 64% -46% 12% -1% 53% -59% 24% 17% -3% -4% 18% -56% 73% -13% 175% 68%

$62,109,043 $67,503,178 $33,454,401 $35,297,839 $48,477,298 $35,502,334 $132,913,890 $285,569,075 $813,924,761 $79,741,247 $17,349,288 $1,077,060,947 $116,239,199 $83,137,553 $249,242,656 $563,293,735 $18,652,523 $379,726,563 $344,750,689 $72,154,168 $26,467,970 $26,962,055 $299,087,298 $60,845,277 $29,852,376 $33,785,919 $35,115,534 $422,645,216 $7,483,674 $579,966,655 $55,044,453 $6,093,356,813

Consumer Demand

279,744 298,481 277,457 2,288 112,438 120,203 11,841 191,243 $123,485

$80,941,376 $15,411,555 $32,636,276 $41,927,300 $52,910,009 $68,050,227 $211,340,644 $324,304,254 $392,570,329 $65,942,321 $18,037,356 $1,801,954,171 $156,671,424 $63,056,806 $552,236,888 $794,385,193 $15,569,892 $439,280,374 $365,416,098 $84,888,815 $14,338,563 $19,666,749 $357,971,371 $84,735,824 $31,831,760 $41,650,306 $17,042,502 $752,659,207 $6,437,609 $911,627,024 $92,679,232 $7,908,171,453

Market Supply

15 Min Drive

$18,832,333 ($52,091,622) ($818,125) $6,629,461 $4,432,711 $32,547,892 $78,426,755 $38,735,179 ($421,354,432) ($13,798,926) $688,068 $724,893,224 $40,432,225 ($20,080,747) $302,994,232 $231,091,457 ($3,082,631) $59,553,811 $20,665,409 $12,734,647 ($12,129,407) ($7,295,307) $58,884,073 $23,890,547 $1,979,384 $7,864,388 ($18,073,032) $330,013,990 ($1,046,065) $331,660,369 $37,634,779 77

Opportunity Gap/Surplus

Page 1 of 3

30% -77% -2% 19% 9% 92% 59% 14% -52% -17% 4% 67% 35% -24% 122% 41% -17% 16% 6% 18% -46% -27% 20% 39% 7% 23% -51% 78% -14% 57% 68%

Consumer Demand

$17,415,534 $6,121,681 $9,486,377 $102,517,663 $17,658,208 $11,532,966 $17,599,636 $2,494,663 $67,453,478 $21,101,266 $17,503,491 $23,273,024 $24,137,826 $9,288,680 $9,585,756 $3,422,831 $65,082,589 $2,636,861 $2,636,861 $12,849,447 $94,594,945 $2,286,709 $8,729,072 $3,679,278 $1,442,037 $7,282,930 $1,290,242 $5,425,009 $5,441,050 $6,040,550 $662,305 $2,916,793 $2,886,782 $3,032,342 $3,859,982 $268,888 $2,416,201 $41,929,355 $4,372,229 $1,067,116

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

$8,823,859 $3,933,893 $6,236,927 $74,993,991 $13,000,487 $8,579,439 $13,363,632 $1,951,635 $53,455,060 $17,331,528 $15,014,248 $21,002,650 $24,008,268 $9,339,488 $9,679,186 $3,648,664 $70,526,057 $2,921,810 $2,921,810 $15,284,761 $112,615,788 $2,818,924 $10,840,233 $4,661,251 $1,918,611 $9,905,407 $1,846,005 $7,862,548 $7,967,659 $9,148,856 $1,017,766 $4,636,818 $4,636,922 $4,883,412 $6,423,855 $501,169 $4,590,518 $80,304,595 $8,496,013 $2,665,936

Market Supply

5 Min Drive

-49% -36% -34% -27% -26% -26% -24% -22% -21% -18% -14% -10% -1% 1% 1% 7% 8% 11% 11% 19% 19% 23% 24% 27% 33% 36% 43% 45% 46% 51% 54% 59% 61% 61% 66% 86% 90% 92% 94% 150%

$65,805,405 $23,215,535 $35,811,443 $387,428,731 $83,919,305 $43,535,362 $85,032,547 $9,348,552 $253,924,044 $79,578,524 $65,927,735 $87,351,305 $90,897,310 $35,156,210 $36,139,254 $12,909,345 $275,685,779 $10,032,632 $10,032,632 $48,595,967 $356,276,982 $8,614,024 $32,885,303 $14,132,427 $5,420,078 $27,492,130 $4,865,609 $20,549,178 $20,541,886 $22,571,793 $2,508,472 $11,072,836 $10,925,113 $11,593,142 $14,599,064 $1,013,999 $9,048,922 $158,330,644 $16,467,182 $3,980,138

Consumer Demand $54,743,769 $20,145,048 $32,917,607 $153,048,421 $58,520,096 $47,120,921 $40,976,293 $6,749,068 $288,198,634 $51,831,845 $44,087,940 $101,701,112 $87,694,295 $43,916,894 $55,477,795 $12,815,090 $333,010,802 $12,536,939 $12,536,939 $59,463,272 $609,701,922 $11,102,126 $43,247,680 $23,030,025 $11,699,459 $34,381,110 $7,160,743 $24,729,390 $25,369,112 $44,666,288 $4,477,915 $17,526,205 $24,114,940 $17,944,593 $28,617,974 $1,705,559 $23,669,298 $324,301,111 $24,461,936 $11,452,980

Market Supply

10 Min Drive

($11,061,636) ($3,070,486) ($2,893,836) ($234,380,310) ($25,399,208) $3,585,559 ($44,056,253) ($2,599,484) $34,274,590 ($27,746,679) ($21,839,794) $14,349,807 ($3,203,015) $8,760,684 $19,338,541 ($94,255) $57,325,023 $2,504,307 $2,504,307 $10,867,305 $253,424,940 $2,488,102 $10,362,378 $8,897,598 $6,279,381 $6,888,980 $2,295,135 $4,180,212 $4,827,226 $22,094,495 $1,969,444 $6,453,369 $13,189,827 $6,351,451 $14,018,910 $691,559 $14,620,376 $165,970,467 $7,994,755 $7,472,843

Opportunity Gap/Surplus

($8,591,676) ($2,187,788) ($3,249,449) ($27,523,671) ($4,657,721) ($2,953,527) ($4,236,005) ($543,028) ($13,998,418) ($3,769,738) ($2,489,243) ($2,270,373) ($129,558) $50,808 $93,430 $225,834 $5,443,468 $284,948 $284,948 $2,435,314 $18,020,843 $532,214 $2,111,161 $981,974 $476,574 $2,622,476 $555,763 $2,437,539 $2,526,609 $3,108,306 $355,461 $1,720,025 $1,750,140 $1,851,070 $2,563,872 $232,281 $2,174,317 $38,375,240 $4,123,785 $1,598,819

Opportunity Gap/Surplus

Downtown Danville W Prospect Ave and Hartz Ave | Danville CA 12/14/2019

Consumer Demand & Market Supply Assessment

Site: Address: Date Report Created:

By Major Product Lines

-17% -13% -8% -60% -30% 8% -52% -28% 13% -35% -33% 16% -4% 25% 54% -1% 21% 25% 25% 22% 71% 29% 32% 63% 116% 25% 47% 20% 23% 98% 79% 58% 121% 55% 96% 68% 162% 105% 49% 188%

$160,303,156 $55,954,519 $87,450,386 $950,939,150 $199,016,938 $106,563,754 $201,245,130 $22,922,053 $631,600,423 $193,704,336 $164,055,039 $214,669,991 $222,861,070 $85,745,982 $89,093,898 $31,816,772 $662,270,426 $24,069,611 $24,069,611 $120,209,829 $879,456,402 $21,374,044 $81,465,157 $35,145,763 $13,344,777 $67,639,674 $11,977,859 $50,422,230 $50,513,943 $56,844,068 $6,172,761 $27,489,256 $26,909,400 $27,911,070 $35,969,937 $2,477,451 $22,513,544 $391,180,151 $40,986,963 $9,935,752

Consumer Demand $145,422,395 $38,004,667 $108,077,741 $1,516,527,026 $146,518,066 $108,965,227 $118,573,816 $19,492,163 $593,782,756 $269,971,096 $176,249,882 $369,731,177 $219,600,224 $149,143,587 $127,094,400 $37,641,649 $794,927,637 $35,205,389 $35,205,389 $149,521,343 $1,133,452,065 $27,403,557 $103,451,988 $76,084,540 $22,165,034 $85,474,282 $14,971,758 $68,658,921 $71,360,628 $85,925,159 $11,149,974 $43,392,182 $43,077,051 $40,387,338 $63,893,396 $4,353,289 $39,423,486 $756,764,064 $59,981,700 $18,995,539

Market Supply

15 Min Drive

($14,880,761) ($17,949,852) $20,627,355 $565,587,875 ($52,498,872) $2,401,473 ($82,671,314) ($3,429,889) ($37,817,667) $76,266,759 $12,194,843 $155,061,186 ($3,260,846) $63,397,605 $38,000,502 $5,824,877 $132,657,212 $11,135,778 $11,135,778 $29,311,514 $253,995,663 $6,029,513 $21,986,831 $40,938,777 $8,820,256 $17,834,608 $2,993,898 $18,236,691 $20,846,686 $29,081,091 $4,977,213 $15,902,927 $16,167,652 $12,476,268 $27,923,460 $1,875,837 $16,909,942 $365,583,913 $18,994,737 $9,059,786

Opportunity Gap/Surplus

Page 2 of 3

-9% -32% 24% 59% -26% 2% -41% -15% -6% 39% 7% 72% -1% 74% 43% 18% 20% 46% 46% 24% 29% 28% 27% 116% 66% 26% 25% 36% 41% 51% 81% 58% 60% 45% 78% 76% 75% 93% 46% 91%

5 Min Drive

Downtown Danville W Prospect Ave and Hartz Ave | Danville CA 12/14/2019

Consumer Demand & Market Supply Assessment

Site: Address: Date Report Created:

10 Min Drive

Consumer Demand/Market Supply Index: n = 100 (Equilibrium) n > 100 suggests demand is not being fully met within the market, consumers are leaving the area to shop n < 100 suggests supply exceeds demand, attracting consumers from outside the defined area

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).

15 Min Drive

Page 3 of 3

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

Danville 43,966 16,111 43.4 $201,786 86% 82%

(714) 879-5000

www.HdLCompanies.com

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 (%)

Site: Address: Date Report Created:

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

23.4% 10.2% 13.3% 13.0% 12.9% 12.4% 8.8% 4.3% 1.6%

26,130,977 5,772,193 2,320,716 634,688

66.3% 14.7% 5.9% 1.6%

9,290,775 23.6% 9,965,796 25.3% 31,164,667 79.1%

9,220,681 4,033,485 5,257,290 5,135,698 5,087,912 4,877,884 3,451,477 1,686,028 634,688

38.7

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

4.6%

13,335,351 13,952,268

4.6%

39,385,143 41,189,636

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

Page 1 of 4

75 to 84 yrs

HH Growth (%)

Population by Age Group

1.0%

3.0%

2.0%

4.0%

2.0%

5.0%

20 to 24 yrs

Pop Growth (%)

67.6% 16.6% 6.6% 1.8%

771,982 189,831 75,113 20,595

30,265 9,068 3,446 881

68.8% 20.6% 7.8% 2.0%

243,659 21.3% 314,715 27.6% 912,200 79.9%

22.7% 9.7% 11.6% 11.8% 13.6% 13.9% 10.0% 4.8% 1.8%

9,160 20.8% 14,346 32.6% 36,816 83.7%

258,857 110,706 132,953 134,483 155,681 159,034 114,718 54,518 20,595

8,406 5,294 3,866 2,985 6,443 7,904 5,622 2,565 881

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

4.7%

409,294 428,595

4.7%

1,141,545 1,195,116

40.3 19.1% 12.0% 8.8% 6.8% 14.7% 18.0% 12.8% 5.8% 2.0%

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

Contra Costa County

43.4

39,967 42,165 5.5% 14,226 15,448 8.6%

2.5%

16,111 16,510

2.5%

43,966 45,077

Town of Danville

Town of Danville Town of Danville, Contra Costa County, California 12/14/2019

Consumer Demographic Profile

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 Black Asian

Site: Address: Date Report Created:

46 62

5.9% 5.1% 17.9% 22.3% 8.2% 25.9% 10.0%

------12.3% 6.0% 9.1% 14.6% 12.6% 19.0% 13.7% 12.7%

0.3% 0.5%

------17.6% 8.0% 11.2% 16.3% 12.4% 16.2% 9.8% 8.5%

0.4% 0.4%

26,130,977 2,575,462 9.9% 2,080,441 8.0% 5,412,729 20.7% 5,637,522 21.6% 2,037,417 7.8% 5,250,500 20.1% 2,118,670 8.1%

2,341,731 1,071,683 1,498,932 2,171,418 1,651,735 2,159,151 1,309,280 1,131,421

$33,423 $98,713 $69,549

172,158 138,740

15,517,129 39.4% 14,897,365 37.8% 2,255,462 5.7% 5,251,949 13.3%

California

60.0% 40.0% 20.0% 0.0%

0.0%

5.0%

10.0%

15.0%

20.0%

Ethnic Breakdown

$25K to $34.9K

$50K to $74.9K

Education

$35K to $49.9K

HS Grad Some Associate (or College, No Degree Equivalent) Degree

Less than $25K

Page 2 of 4

Bachelor Degree Graduates Degree

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

Household Income Levels - %

0.0% 10.0% 20.0% 30.0% 40.0% 50.0% 60.0% 70.0% 80.0%

White Hispanic Black Asian

771,982 45,179 39,413 138,372 171,854 63,360 199,685 77,185

30,265 289 1.0% 363 1.2% 2,703 8.9% 4,467 14.8% 2,019 6.7% 12,724 42.0% 5,554 18.3%

$43,922 $122,500 $89,732

3,474 5,137

50,341 24,551 37,328 59,829 51,442 77,780 56,207 51,816

921 478 567 1,542 1,433 2,924 3,046 5,199

530,680 46.5% 282,303 24.7% 100,442 8.8% 169,886 14.9%

Contra Costa County

------5.7% 3.0% 3.5% 9.6% 8.9% 18.2% 18.9% 32.3%

0.1% 0.1%

33,407 76.0% 2,871 6.5% 450 1.0% 5,653 12.9%

$73,945 $201,786 $153,278

Town of Danville

Town of Danville Town of Danville, Contra Costa County, California 12/14/2019

Consumer Demographic Profile

380,144 68.3% 176,466 31.7%

19,130 85.6% 3,223 14.4%

23.3% 29.1% 16.3% 27.3% 4.1%

1.2% 0.7% 0.0%

11,579,452 62.8% 6,848,264 37.2%

18,427,716

31,164,667 143,600 0.5% 19,575,518 62.8% 18,427,716 59.1% 1,147,802 3.7% 11,445,549 36.7%

469,294 282,263 -9,450

7,475,073 56.1% 5,860,278 43.9%

13,335,351

3,112,465 3,874,200 2,167,235 3,635,465 545,986

442,095 4.8% 905,501 9.8% 347,475 3.8% 873,221 9.5% 2,927,095 31.7% 3,735,399 40.5%

9,230,786

California

1 Person

3 People

Employed

56.0%

58.0% Town of Danville

Contra Costa County

California

Page 3 of 4

4 to 6 People

Unemployed

Civilian Employment

2 People

Household Size

Contra Costa County California 60.0% Town of Danville

62.0%

64.0%

66.0%

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

556,610

22,352

1.1% 0.8% 0.2%

912,200 825 0.1% 587,502 64.4% 556,610 61.0% 30,892 3.4% 323,873 35.5%

12,597 9,096 1,833

Employed Population White Collar Blue Collar

1.0% 0.9% 0.0%

36,816 14 0.0% 22,997 62.5% 22,352 60.7% 645 1.8% 13,805 37.5%

438 408 -15

409,294

274,702 67.1% 134,592 32.9%

16,111

13,362 82.9% 2,750 17.1%

22.8% 30.9% 17.1% 26.7% 2.5%

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

Components of Change Births Deaths Migration

Home Ownership Owners Renters

93,351 126,513 69,825 109,274 10,331

2,943 5,579 2,851 4,643 95

Household Size 1 Person 2 People 3 People 4 to 6 People 7+ People 18.3% 34.6% 17.7% 28.8% 0.6%

10,992 3.8% 25,405 8.7% 8,552 2.9% 24,404 8.4% 100,213 34.4% 121,777 41.8%

220 1.7% 701 5.6% 273 2.2% 536 4.3% 5,351 42.5% 5,519 43.8%

# 291,343

Contra Costa County

12,599

Town of Danville

Town of Danville Town of Danville, Contra Costa County, California 12/14/2019

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

Site: Address: Date Report Created:

Consumer Demographic Profile

3,223

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

22,352 1,143 2,246 554 997 2,784 2,862 3,730 58 579 4,538 1,221 775 865

345 413 119 795 20 800 731

22,352 19,130 7,577 6,280 209 3,240 1,824

5.1% 10.0% 2.5% 4.5% 12.5% 12.8% 16.7% 0.3% 2.6% 20.3% 5.5% 3.5% 3.9%

14.4% 1.5% 1.8% 0.5% 3.6% 0.1% 3.6% 3.3%

85.6% 33.9% 28.1% 0.9% 14.5% 8.2%

Town of Danville

31.7% 2.1% 5.0% 4.4% 4.3% 0.3% 7.7% 7.9%

68.3% 19.9% 23.4% 1.9% 11.0% 12.1%

37.2% 2.1% 5.7% 4.3% 4.7% 1.7% 7.6% 11.2%

62.8% 15.5% 22.4% 1.9% 10.6% 12.5%

18,427,716 1,582,405 8.6% 1,764,850 9.6% 923,097 5.0% 528,098 2.9% 2,538,427 13.8% 1,131,114 6.1% 1,519,056 8.2% 14,110 0.1% 885,382 4.8% 3,860,522 20.9% 1,895,791 10.3% 972,592 5.3% 812,272 4.4%

380,727 1,047,979 783,894 871,994 314,718 1,392,136 2,056,816

6,848,264

# 18,427,716 11,579,452 2,852,454 4,129,182 347,421 1,952,936 2,297,459

California

0.0%

10.0%

20.0%

30.0%

0.0%

5.0%

10.0%

15.0%

556,610 42,509 7.6% 39,465 7.1% 27,443 4.9% 15,680 2.8% 72,042 12.9% 49,129 8.8% 58,843 10.6% 775 0.1% 29,291 5.3% 120,564 21.7% 50,668 9.1% 27,816 5.0% 22,385 4.0%

11,827 27,743 24,490 24,150 1,495 42,789 43,972

176,466

# 556,610 380,144 110,746 130,251 10,647 61,325 67,175

Contra Costa County

Town of Danville Town of Danville, Contra Costa County, California 12/14/2019

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

Site: Address: Date Report Created:

Consumer Demographic Profile

Industry Breakdown Cont.

Industry Breakdown

Page 4 of 4

Household Segmentation Profile Site: Address:

Town of Danville

Date:

12/14/2019

Town of Danville, Contra Costa County, California

Town of Danville (01Y) Starting Out

0.0% 0.1%

(02Y) Taking Hold

(01Y) Starting2.2% Out

(03X) Settling Down

0.0%

(02Y) Taking 0.2% Hold

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

0.1%

(03X) Settling Down 0.0%

(06X) Working & Studying (07X) Career Oriented

1.8% (04X) Social Connectors

(08X) Large Households

0.3%

(05X) Busy (09B) Comfortable Independence

Households 0.0%

(10B) Rural-Metro Mix

0.1%

10.0%

15.0%

20.0%

2.4%

4.4%

0.3%

2.5%

1.2%

4.8%

2.0%

0.7%

2.0%

(11B) Affluent Households

20.8%

(12B) Comfortable Households

7.9%

1.3%

5.0%

15.5%

1.8%

(06X) Working & Studying 46.8% 1.1% (07X) Career Oriented

(13B) Working Households

0.3%

(14B) Diverging Paths(08X)

1.5% Large Households

(15M) Top Wealth

36.4%

(09B) Comfortable (16M) Living Well

Independence 0.2%

(17M) Bargain Hunters

0.2%

3.3%

(18M) Thrifty and Active

0.0%

12.2%

7.2%

3.4%

(10B) Rural-Metro Mix

(19M) Solid Prestige (11B)

6.5% Affluent Households

(20S) Community Minded

1.8%

(12B) Comfortable (21S) Leisure Seekers

Households 0.3%

Trade Area 2:

Trade Area 3:

Town of 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:

Town of Danville

Contra Costa County

California

15,878

Cluster

Lifestage Group

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

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

100%

396,012

100%

13,047,519

Households

6,195 4,733 1,057 1,043 475 342 318 219 210 180

39.0% 29.8% 6.7% 6.6% 3.0% 2.2% 2.0% 1.4% 1.3% 1.1%

100%

Households

43,569 38,658 30,985 22,587 22,330 10,315 13,004 16,793 15,536 7,958

11.0% 9.8% 7.8% 5.7% 5.6% 2.6% 3.3% 4.2% 3.9% 2.0%

549,291 651,700 654,182 567,454 556,820 303,990 378,558 622,032 430,733 206,259

4.2% 5.0% 5.0% 4.3% 4.3% 2.3% 2.9% 4.8% 3.3% 1.6%

* Rank is based on Trade Area 1 cluster size

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 38

Household Segmentation Profile Market: Date:

Town of Danville, Contra Costa County, California 12/14/2019

TOTAL HOUSEHOLDS Lifestage Group

15,878 Cluster Name

(01Y) Starting Out

Town of Danville 21