WS-A - WORK STUDY - WELLNESS DISTRICT

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ATTACHMENT Conclusions from the Quantitative Research The purpose of a study of this nature is to identify the variety of market- viable economic development scenarios for a downtown or other district, such as Santa Ana's historic downtown.The study identifies the breadth of available market opportunities, and the trade -offs and choices available to policy makers, local businesses and their associations, investors, and the public in considering the pursuit different strategies. Towards this end, the study constructed and used a scenario model to estimate current and future Wellness Goods and Services purchases in downtown Santa Ana by five different consumer segments. The model was used to estimate possible increases in Wellness Goods and Services sales in the downtown, based upon estimated changes in the number of customers /households from each segment and upon the allocation of their Wellness - related expenditures to downtown business establishments. Each scenario highlights different directions and priorities for downtown renewal and marketing. Under all the reasonable scenarios considered, two segments consistently demonstrated the potential to significantly impact total downtown Wellness Goods and Services sales. These segments are the traditional central Santa Ana homeowners and tenants. Although these two segments have lower Effective Buying Income (EBI) than the non- resident segments, they are more proximate, have lower travel times, and spend more time in or adjacent to downtown than the weekday commuters and weeknight/weekend visitors. As well, they have fewer alternative retail market areas than the non- resident commuters and visitors, especially considering their lower levels of car ownership. In contrast, the non - resident segments can efficiently access a wider range of retail locations. Given their limited times of the week and of the day in downtown Santa Ana, the weekday commuters and the weeknight/ weekend visitors are also expected to do a narrower range of their retail shopping activities in downtown Santa Ana than the segments for whom the downtown has traditionally been a primary shopping area. Our conclusion is that the most immediately viable opportunity for increasing downtown Wellness Goods and Services sales, which also offers the greatest potential increase in downtown sales, is to improve and multiply the Wellness retail and services offerings for the residents of central Santa Ana. Such a strategy for downtown economic development could also directly address two additional priorities: • Addressing the wellness and health needs of central Santa Ana residents, as a social policy and community development priority Preserving and improving the downtown as a distinctive shopping, recreational and touristic destination for downtown commuters and for weeknight and weekend visitors from Orange County and beyond, in particular by preserving and accentuating the cultural distinctiveness and authenticity of the historic downtown relative to competing downtown retail/commercial centers in Orange County. The `: i Practice WS—A -2jl Ana Wellness District: A study of demand and supply for wellness goods and services