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AECQM similar sources as necessary. Where data from multiple sources is necessary AECOM will evaluate data methodology to ensure consistency between sources. Population and demographic trends will include growth and characteristics such as age distribution, gender, languages spoken, ethnicity, and education levels. Household trends will include growth and characteristics such as income distribution and sources of income, renter vs. owner tenure, household size and occupied unit distribution, and households by age of householder. A thorough documentation of Santa Ana's existing demographics and potential long-term trends is especially important for the overall market analysis given its unique characteristics. The demographic profile will be compared to Orange County as a whole, and neighboring cities. This analysis is expected to demonstrate a continuation of long-term trends in Santa Ana that include high population density, a large average household size, and per capita and household incomes that are on average lower than the county and neighboring cities. An important consideration is the distribution of household income by income category. It's not unusual to see a market that has low average incomes overall, but not realize that average incomes are low because the market analyzed has a high percentage of lower income households and low percentage of high income households, not recognizing that the market may have a comparable and growing share of moderate income households. Many credit retailers only look at the averages, not the distributions when looking at markets. It's been our experience that some markets with low averages actually have a healthy middle income population that in aggregate provides significant buying power, but is under - served. This creates opportunities for commercial economic development. Task 2.2 Employment Profile Employment profiles related to the workforce will be documented in the population profile above, with the addition of wage distribution, unemployment, and sources of income forthe workforce living in Santa Ana and surrounding communities. Destination/Origin data will be reviewed to evaluate the geographic distribution of the workforce working within Santa Ana, and the workforce living within Santa Ana and their commuting patterns. Documentation of employment within Santa Ana using U.S. Census Bureau data augmented with SCAG data will be completed and compared to Orange County as a whole, and neighboring cities: • Employment in place • Employment by firm size categories • Growth in firms by size categories • Trend data to the extent it is available • Major employers