WS-A - WORK STUDY - WELLNESS DISTRICT

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ATTACHMENT Central Santa Ana For purposes of retail and services trade, the area of Central Santa Ana is defined as the area of 2.0 mile radius from the intersection of 4th Street and N. Main Street. This area extends to 17th street to the north, Fairview Street to the west, S. Grand Avenue to the east, and Edinger Avenue to the south. For purposes of demographic and household profiles, the Central Santa Ana area is defined to consist of the following 17 census tracts in Orange County: 744.05, 744.06, 745.01, 746.01, 746.02, 748.01, 748.02, 748.05, 748.06, 749.01, 749.02, 750.02, 750.03, 750.04, 751, 752.01, and 752.02. A2. Wellness Goods and Services As indicated in Table 1 of the report, the definition of the "Wellness Goods and Services" category relied upon the selection of merchandise and services types as defined and quantified in the US Bureau of Labor Statistics Consumer Expenditure Survey. Goods and services associated with'wellness'were selected in consultation with SABHC stakeholders. These goods and services categories were then associated with specific business establishment categories as defined by NAICS codes. The Nielsen Claritas model was used for Level 1 analysis to determine total demand and sales, by the defined radial market areas such as 'downtown core' and'central Santa Ana,' for Wellness Goods and Food Services only. The TNP model developed to generate Level 2 analysis scenarios for Wellness Goods and Services purchases used, in addition to the Nielsen Wellness Goods and Food Services data, purchases estimates for Educational Services, Childcare, Healthcare and Social Assistance services purchases within the total Wellness Goods and Services category. Household income allocations to these other services were also determined using the US BLS Consumer Expenditure Survey. A3. Consumer Segments and Spending Patterns Segment Populations In the first instance, the five consumer segments were defined according to the consumers' place of residence either in Central Santa Ana or in Orange County. Three segments of primary interest were then defined for Central Santa Ana residents. These are: Traditional Central Homeowners, Traditional Central Renters, and New Downtown Settlers. Two segments of primary interest were then defined for consumers residing outside of Central Santa Ana. These are: Weekday Commuters and Special Destination Weeknighv`Weekend Visitors. To define each of these segments, US Census Bureau, American Community Survey demographic data were used to differentiate the consumer groups within the Central and outside -of- Central geographic areas. The resulting profiles are summarized in Table 5 of the report. This data enabled the differentiated calculation of median Effective Buying Income for households in each of the five segments. The geographic factors and demographic factors used to differentiate each of the five segments are as follows: Traditional Downtown Homeowners: a household that owns a place of residence and resides in one of the 17 census tracts of Central Santa Ana Traditional Downtown: a household that rents its place of residence in one of the 17 census tracts of Central Santa Ana New Downtown Settler: a resident (renter or homeowner) who resides in Census Tract 750.02, Orange County who has a college or university degree The \r\t Practice WS— A- 31a Ana Well ness District: A study of demand and supply for wellness goods and services