WS-A - WORK STUDY - WELLNESS DISTRICT

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ATTACHMENT Appendix A. Methodological Notes This study and the methodology of this analysis was designed by The Next Practice Ltd (TNP). The TNP methodology incorporated data generated by TNP through customized use of the Nielsen Claritas retail analysis model, which is data copyrighted by The Nielsen Company. The downtown scenarios were generated using a customized retail scenario model for downtown Santa Ana that was created by TNP. MASdata provided local research services for both the quantitative and qualitative aspects of the study, including the 40 in -depth consumer interviews. TNP entered and analyzed the qualitative interview data usingTNP's User Optimization tool. Al. The Study Area The first methodological task in a study of this nature is to define the geographical areas that serve as the consumer catchment areas for different consumer segments. Within the constraints of the study's terms of reference, two different data sets and sources had to be used to define the precise areas of `downtown Santa Ana' and `central Santa Ana.' Data on household characteristics, such as income, disposable income, ethnic background, educational background, employment and commuting patterns were taken from the U.S. Census Bureau, American Community Survey (ACS).This data is available by census tract. To secure data on the commercial business mix, retail and services expenditures, and sales at the scale of part of a municipality, we relied upon the Nielsen Claritas data and model. The Nielsen Claritas model combines demand data from the U.S. Bureau of Labor Statistics Consumer Expenditure Survey and supply data from the U.S. Census of Retail Trade. This data is available by radial areas, the radii of which have been defined by TNP. TNP also secured data from the California Board of Equalization for this purpose. Downtown Santa Ana Within this context, TNP defined `downtown Santa Ana' in two ways. For purposes of demographic and household profiles, the primary historical downtown/civic center area is Census Tract 750.02, Orange County, California. For purposes of retail and services trade data, the primary downtown area is defined as the area of 0.5 mile radius from the intersection of 4th Street and N. Main Street. This area extends to Mortimer Street to the east, 8th Street to the north, Ross Street to the west, and Walnut Street to the south. The distance of 0.5 mile is used to represent the walking catchment area whose longest distance is the 1.0 mile diameter of the circle. An extended downtown/civic center area was also considered to generate and analyze data on commercial business mix, retail and services expenditures and sales. This is the circular area of 1.0 mile radius, whose center is the intersection of 4th Street and N. Main Street. This area extends to Garfield Street to the east, Washington Street to the north, Flower Street to the west, and Camile Street to the south. The distance of 1.0 mile is used to represent a catchment that includes walking customers from a distance of 1.0 mile and bicycling customers from a distance of up to the 2.0 miles diameter of the circular. Unless otherwise indicated, the retail and services sales figures presented in the report and scenarios refer to the `downtown' as the 0.5 mile radius area. The `e\t Practice WS—A-3V Ana Wellness District: A study of demand and supply for wellness goods and services