WS-A - WORK STUDY - WELLNESS DISTRICT

Home Browse Search

ATTACHMENT The Latino Downtown Revival Scenario This scenario is called the Latino Downtown Revival Scenario because it focuses primarily on better servicing the needs of traditional central Santa Ana residents and on investing in their traditional types of local business establishments, while also using the additional purchasing power of commuters, visitors, and the new downtown residential demographics to support revived and updated forms of Latino small business (e.g., cuisine; a mereadito, street vendors) and Latino cultural expression (e.g., music, dance). Of the scenarios presented here, the Latino Downtown Revival scenario takes the greatest `something for everyone' approach to downtown renewal. This scenario is presented in Table 8A and Table 8B. Under the Latino Downtown Revival scenario, the potential for increased Wellness Goods and Services sales in the downtown area is estimated to be as much as or more than $137 million in new sales per annum. Together, the households in the five considered consumer segments make only 7% of their total household Wellness Goods and Services purchases in the downtown area. Increasing downtown sales to these five segments by $137 million could be achieved by increasing the downtown market share of their Wellness Goods & Services purchases from 7% to 13%. We estimate that the most accessible, certain, and cost - effective way to achieve such an increase is to further develop Wellness retail and services tailored to the two traditional central Santa Ana resident segments (i.e., home owners and renters), increasing their allocation of expenditures to downtown establishments from the current 26% of their household Wellness Goods and Services purchases to 39% of their purchases in this category. The full-time residential proximity of these two segments to the downtown,and the lack of competing food store alternatives within a 2.0 mile radius, locates these households within a conventional primary retail catchment for the downtown. Tables 8A and 8B illustrate the changes in allocation of Wellness Goods and Services expenditures by all segments that could increase downtown sales by $137 million /year. The scenario also involves significant percentage increases in the downtown expenditures by the other three consumer segments (i.e., weekday commuters, new downtown settlers, weekend visitors). The Latino Downtown Revival scenario holds the number of households (including visitors) in all five segments constant, although these numbers may also be increased through affordable housing development, cultural programming, tourism promotion and other measures. The marginal increase in the dollar amount of each household's downtown expenditures to achieve the Latino Downtown Revival scenario target is also presented in these tables. TNP views such a shift in the allocation of household expenditures to downtown establishments to be reasonable and achievable. As noted, multiple alternative scenarios were also considered. Among these were a downtown tourism scenario and a scenario focused on a re- purposing the the downtown for non - traditional resident and visitor segments. The Next Practice WS _A_ lag Ana Wellness District: A study of demand and supply for wellness goods and services