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ATTACHMENT <br />CONTENTS <br />01. Introduction .................................................... ............................... 04 <br />02. Summary of Key fads and Findings ............. .............................04 <br />03. Description of the Study ............................... ............................... 06 <br />04. Level 1 & 2 Analysis: Quantitative Market Research ................. 09 <br />KeyFinding # 1 ................................................ .............................09 <br />KeyFinding # 2 ................................................ .............................13 <br />KeyFinding 93 ................................................. .............................14 <br />The Latino Downtown Revival Scenario ............................17 <br />The Downtown Tourism Scenario ......... .............................19 <br />The Post- Latino Downtown Scenario ... .............................19 <br />Conclusions from the Quantitative Research ............................21 <br />05. Level Analysis: Qualitative Market Research ...........................23 <br />Conclusions from the Qualitative Consumer Research .............24 <br />Summary of Further Inputs from Workshop Participants ....... 26 <br />Appendix A. Methodological Notes ...................... .............................28 <br />Al. The Study Area ......................................... .............................28 <br />Downtown Santa Ana ............................ .............................28 <br />Central Santa Ana .................................. .............................29 <br />A2. Wellness Goods and Services .................. .............................29 <br />A3. Consumer Segments and Spending Patterns .....................29 <br />Segment Populations ............................ .............................29 <br />Household Effective Buying Income . ............................... 30 <br />A4. Level 2 Market Analysis: Household Expenditure <br />Allocations and Shopping Location Choices ....................30 <br />Household Expenditures for Wellness Goods <br />and Services, by Segment ..................... .............................31 <br />Shopping location Estimates, by Segment ......................31 <br />AS. level 3 Consumer Analysis: Qualitative Market Research.. 31 <br />Appendix B. Wellness District Project Concepts .. .............................32 <br />BI. Fitness and Recreation C enter .................. .............................33 <br />B2. Micro farm and Community Education Center ....................35 <br />B3. El Mercadito Santenera <br />Appendix C. Workshop Participants ..................... .............................39 <br />The \,•xt Practice WS— A- 4ntaAnaWellnessDistrict: Astudyofdemandandsupplyforwellnessgoodsandservices <br />