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ATTACHMENT <br />• Weekday Commuter: a household (renter or homeowner) that resides in Orange County and that <br />has one family member who commutes by car or public transit to work in downtown Santa Ana <br />Special Destination Weeknight/Weekend Visitors: a household (renter or homeowner) that resides <br />in Orange County and travels, by car or public transit, for shopping, dining, entertainment and/or <br />services to downtown Santa Ana at least three times per year <br />Household Effective Buvina Income <br />Once each segment was defined, the median annual Effective Buying Income (EBI) was calculated for <br />a household in each segment. This calculation was made by deducting the median housing and utilities <br />costs for a household in the designated geographic area from the median after -tax household income for <br />a household in the designated geographic area. In the instance of the Traditional Downtown segments, <br />the median housing and utilities costs were different for homeowners and renters, based on ACS data. <br />(Median EBI for homeowners is lower than for renters, among other reasons, due to the additional costs <br />of mortgage finance, home repairs, and larger housing units.) In the instance of the New Downtown <br />Settlers, the median after -tax income for university graduates was different than for other downtown <br />residents, based on ACS data. In the instance of Weekday Commuters and Weeknight/Weekend <br />Visitors, the median after tax income was lower for public transit users than for private vehicle users. The <br />EBI for these two segments was calculated using a weighted average median household income of transit <br />and automobile users. <br />A4. Level 2 Market Analysis: Household Expenditure Allocations and Shopping location Choices <br />Median Household Expenditures, by Segment <br />Median household expenditures for each type of Wellness merchandise and service type were <br />determined by calculating the percentage allocation of EBI to all household expenditure categories. <br />These allocations were adjusted for downtown Santa Ana (0.5 mile radius), Central Santa Ana (2.0 <br />mile radius), and Orange County (12.0 mile radius) using the Nielsen Claritas model (which uses the <br />BLS Consumer Expenditure Survey). Table 13 (below) presents the resulting allocation of EBI by <br />merchandise /services areas. <br />TABLE 13. Allocation of Household EBI to Household Expenditures <br />'17he Practice WS—A_32Ana Wellness District: A study of demand and supply for wellness goods and services <br />DOWNTOWN <br />(0.5 mile radius) <br />(ENTRAL <br />(2.0 mile radius) <br />ORANGE(OUNTY <br />(12.0 mile radius) <br />Wellness Goods& Services Purchases <br />0326 <br />0307 <br />0.291 <br />Food at Home <br />0.166 <br />0.148 <br />0.117 <br />Food away from Home <br />0.057 <br />0.051 <br />0.050 <br />Sports, Sporting Goods, Hobbies, Musical Instruments & Books/Periodicals & Recreation <br />0.081 <br />0.087 <br />0.103 <br />Education and Childcare <br />0.051 <br />0.063 <br />0.098 <br />Health Care <br />0.100 <br />0100 <br />0.098 <br />Health& Personal Care Stores <br />0.022 <br />0.021 <br />0.021 <br />Other Discretionary <br />0102 <br />0.103 <br />0.116 <br />Other Non-Discretionary <br />1 0.572 <br />0.589 <br />0.593 <br />'17he Practice WS—A_32Ana Wellness District: A study of demand and supply for wellness goods and services <br />