WS-A - WORK STUDY - WELLNESS DISTRICT

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ATTACHMENT 03. Description of the Study The study was designed to provide useful quantitative and qualitative market research findings to public and private sector parties who are involved in local economic development, property investment, and retail activities in downtown Santa Ana, which is the primary commercial/retail center for residents of central Santa Ana. The study was also specifically intended to provide guidance to SABHC and its participating community organizations regarding the opportunity to improve access to goods and services associated with health and wellness outcomes, especially by lower income central Santa Ana residents For purposes of data gathering and analysis for this study, "downtown Santa Ana" has been defined as the area within a 0.5 mile radius of E. 4' Street and Main Street. "Central Santa Ana" has been defined as the area within a 2.0 mile radius of E. 4th Street and Main Street or, alternatively, the seventeen census tracts located within a 2.0 mile radius of E. 4th Street and Main Street.'Ihe methodology used in preparing this study is generally described below. More detailed methodological notes are provided in Appendix A. In the first instance, the study required the definition of the `market basket' of health and wellness - related goods and services that constitute the category defined here as `Wellness Goods and Services,'to be explored as a focus for downtown economic specialization. The Wellness Goods and Services category needed to be distinguished from other goods and services types and commercial subsectors typically present in a downtown commercial district. Working within the constraints of available data based on NAICS industry codes, The Next Practice (TNP) consulted with SABHC to establish the Wellness Goods and Services category outlined in Table 1. With this wellness focus for economic development and retail strategy in mind, the study explored opportunities and requirements for the development and promotion of downtown Santa Ana as a Wellness District, at three distinct levels of analysis: Level I Analysis. Determination of the current status of retail merchandising in the market areas of downtown Santa Ana and central Santa Ana, specifically for Wellness Goods and Food Services. The Level 1 analysis relied substantially upon use of the Nielsen Claritas Retail Market Power model, using methodologies frequently applied in local retail market analysis across the United States. State sales tax data from the California Board of Equalization were also used for this purpose. Level 2 Analysis. Detailed determination of available household demand for Wellness Goods and Services purchases, specifically associated with five distinct consumer segments. This analysis enabled the evaluation of specific downtown retail/services strategies targeting offerings and sales growth for distinct consumer demographics. A description of the five distinct consumer segments considered in the study is provided in Table 2. The Level 2 analysis relied upon data from the U.S. Census American Community Survey (ACS), the U.S. Bureau of Labor Statistics Consumer Expenditure Survey, Nielsen Effective Buying Income (EBI) data, and data from other household income and expenditure reports. In addition to determining the median household EBI allocated to Wellness Goods and Services in each segment, the analysis allowed us to prepare three main scenarios for Wellness Goods and Services sales growth in downtown Santa Ana, based upon different assumptions regarding the primary future consumers in the downtown area. The \Lcxt Practice WS—A-8 ta Ana Wellness District: A study of demand and supply for well ness goods and services