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Although central Santa Ana residents have lower Effective Buying Income (EBI) than non - resident downtown commuters and weeknight /weekend visitors, they also have fewer alternative retail market areas than non - residents, especially considering their lower levels of car ownership. Non - resident segments can efficiently access a wider range of competing retail locations. Given the limited times of the week and day that commuters and visitors spend in downtown Santa Ana, they typically pursue a narrower range of shopping and services activities in downtown Santa Ana than the residents for whom the downtown has traditionally been a primary shopping area. Each of the three considered scenarios explored how to increase downtown Wellness Goods and Services sales by 80% over 2014 levels. Such an increase in sales reflects a $137 million per annum sales increase over the current baseline. The scenarios highlight the extent to which the most viable strategy for such an increase involves efforts to increase the downtown share of Wellness Goods and Services purchases by central Santa Ana households from the current estimate of 32% of their total household Wellness Goods and Services purchases being made downtown to 46% of their total purchases in this category being made downtown. Such an increase in downtown purchases would require a reallocation of just $300 per annum of central residents' existing purchases from non - downtown locations to downtown locations. The scenarios are further described below. In addition to the development of offerings by downtown fixed store locations, Non -Store Retailers account for a large share of sales in the downtown and in central Santa Ana market areas. Non -Store Retailers also account for a large share of the sales surplus in the downtown area. Non -Store Retailers are the NAICS subsector consisting of businesses that retail goods and services from vehicles, temporary stands and stalls, door -to -door solicitation, catalogues, broadcasting and the Internet. In downtown Santa Ana, Non -Store Retailers account for 16% of total retail sales. In central Santa Ana, Non -Store Retailers account for 25% of total retail sales. The surplus sales by Non -Store Retailers have two prominent implications. First, they indicate that households and institutional customers (e.g., in the Civic Center office area) are not finding competitive offerings from downtown fixed store retailers. They are therefore meeting their needs via on -line, catalog, and other non -store vendors. Downtown fixed -store retailers might be able to capture more of this local demand. Second, local households are comfortable purchasing goods and food services from vehicles, door - to -door vendors, and temporary stands and stalls. This suggests that there is potential to more strategically develop and support the vendor sector in the downtown area. 'Me Ncx t Practice 5WS _ B _7ta Ana Wellness District: A study of demand and supply for wellness goods and services