1. Downtown Kent (intersection of S. Water Street and Main)
The timeline for this project is as follows:
Trade Area Map – this will ship in 5 business days once we receive the sites you designate. Once we receive your approval on the Trade Area Map we will move forward to the Retail Site Determination (RSD).
Retail Site Determination – this will ship in 5 business days. Once we receive your approval on the Retail Site Determination we will move forward to the Retail Match List & Operational Status Spreadsheet.
Retail Match List & Operational Status Spreadsheet (RML & Ops Status) – this will ship in 15 business days. Once we receive your 20 retailer selections we will move forward to the Final Report and Marketing Packages.
Final Report and Marketing Packages – this will ship in 10 business days
Sanford’s ‘Blue-Chip Blues’ could bring lots of green
Orlando Business Journal – by Dan Ping Staff Writer
SANFORD — Bob Tunis has the Blue-Chip Blues — and he’s happy about it.
As the economic development director for the city of Sanford, it’s his job to attract business to town. While more than 2 million square feet of national retailers have located in Sanford near Interstate 4 and State Road 417, efforts to attract even a single franchise to the city’s historic downtown have failed.
The problem is simple, Tunis says: National and regional retailers perceive downtown and its surrounding neighborhoods as poor.
Using a research process called psychographics, Fort Worth, Texas-based analysis firm Buxton reviewed millions of customer transactions to determine purchasing habits and lifestyles within 10- and 18-minute drive times of downtown Sanford.
The psychographic research shows downtown Sanford’s primary trade area encompasses 61,804 households made up of three distinct groups:
- Suburban Pioneers, which include a mix of young singles, recently divorced and single parents
- Kids & Cul-de-Sacs, which include upscale, suburban married couples with children
- Blue-Chip Blues, which include blue-collar workers with high-paying jobs
Of the three groups, Blue-Chip Blues is the largest demographic in Sanford’s trade area, says Chip Rodgers, Buxton’s assistant vice president. The Blues are young, ethnically diverse with growing families. And they have some disposable income, he says.
Even more important for city officials is the fact that while Sanford’s median household income of $31,163 may not be as attractive to retailers as the $88,809 median income in Isleworth, its residents still spend nearly $3 billion annually, says the Buxton analysis.
Tunis says the goal now is to attract two or three national or regional companies that will drive new traffic downtown.
“It’s been hard to convince anyone else that what we’re seeing is really happening because we haven’t had the data to back it up,” Tunis says.
That’s because many companies rely solely on Census Bureau data, which often is outdated, says Jack Liberty, whose Liberty Universal Management firm manages nearly 7 million square feet of local retail space.
“Census data is just not accurate enough for a community like Sanford that has seen a lot of gentrification and growth,” Liberty says.
The next step, says Rodgers, will be to match Sanford’s dominant psychographic segments to retailers that cater to those categories.
Once those retailers are identified — which should occur in about six weeks, Rodgers says — Sanford officials will choose which companies to approach.
“We will be much better armed in recruiting retailers to downtown,” says City Manager Sherman Yehl.
Blue-Chip Blues: Blue-collar workers with high-paying jobs; young families; ethnically diverse; live comfortably in moderately priced homes
Kids & Cul-de-Sacs: Upscale, suburban married couples with children; large families in new subdivisions; ethnically diverse; college educated; white-collar professionals
Suburban Pioneers: Mix of young singles, recently divorced and single parents; eclectic lifestyles; aging homes or garden-style apartments; blue-collar jobs; working-class sensibility; appreciation for off-the-beaten-track neighborhoods
By the numbers
The next time a cashier asks for your ZIP code, thank Tom Buxton.
While working as a corporate vice president in charge of construction and real estate for Tandy Corp. in the early 1980s, Buxton realized company brass had differing ideas about who the prime customers were at the company’s Radio Shack stores.
Buxton devised an early form of psychographics, and Radio Shack cashiers across the country began asking customers for their name and address prior to ringing up a sale.
“Basically, they were trying to figure out why some stores did better than others,” says Chip Rodgers, assistant vice president of Buxton, the company Tom Buxton founded in 1994.
Today, a wide range of retail outlets ask for ZIP codes or phone numbers, all thanks to an idea pioneered by Buxton nearly three decades ago.