Page 12 - Georgetown Retail Merchandising Plan 11.7.16 - FINAL

Market Analysis

CONDITIONS, FACTORS, AND EMERGING TRENDS catalyze new developments in under-served areas in northwest and restaurants, resulting in a vibrant walkable environment.
IN GEORGETOWN’S RETAIL east Georgetown in a strategic way to ensure long-term retail vitality
in the city. Outside of Downtown, The Rivery and Wolf Ranch Town Center
The City of Georgetown is located within the Austin-Round Rock, TX have the greatest concentration of destination retailers. In addition,
MSA, one of the fastest growing regions in Texas. Among cities with a In addition, there are many projects that have been announced or are H-E-B, a Texas based retailer, has two locations in Georgetown
population above 50,000, Georgetown ranks as the “fastest growing in the planning stages. Therefore, balancing healthy growth with the and two more planned. The first location is across I-35 and SH 29
city in the United States,” according to the US Census Bureau. aligning land use and economic strategy will be important to ensure and the second location is located at the intersection of Williams
Georgetown’s population grew by 21% between 2010 and 2016 but sufficient capacity is available for various projects as they come on- Drive and D.B. Wood Road. Randall’s, a Houston based grocer, has
still maintains a unique small-town feel and identity. Georgetown has line. plans for a new grocery store on Williams Drive, in the northwest
beautifully preserved a vibrant historic downtown, marketed as “the sector of Georgetown.
Most Beautiful Town Square in Texas,” which serves as a figurehead One of the greatest retail assets in Georgetown is its downtown.
of the increasingly well-rounded community. Direct frontage along Downtown Georgetown has a national reputation and not only serves DEMOGRAPHICS
I-35 and SH 130 Toll also provides premier access to support first- as the municipal center, but its restaurants and retail businesses serve Businesses and residents continue to flock to Texas because
class mixed-use retail and commercial opportunities. visitors from all around the U.S. Downtown consists of many unique of the appeal of the Texan business environment, quality of life,
and eclectic operators that generate a large core of destination
Georgetown has a number of successful, high-quality retail
developments, including The Rivery and Wolf Ranch Town Center.
Rapid population growth and the presence of large, nationally-based
tenants have sparked the emergence of a new wave of nuanced
lifestyle projects in the planning stages, such as Wolf Lakes,
Longhorn Junction, and future phases of the Rivery development.
Additionally, several future commercial developments are located
along Georgetown’s peripheral such as Ronald Reagan Boulevard
at Williams Drive and East University Avenue corridor near the SH
130 Toll road intersection.
Georgetown is situated in the hyper-competitive north Austin retail
market. This region includes Round Rock, Leander, Pflugerville,
Cedar Park, greater North-Austin, and Hutto. Georgetown’s biggest
advantage is that it serves as the “last-out,” or apex of northern
Austin with the confluence of SH 130 Toll and I-35. However, a retail
strategy for Georgetown must not only consider the needs of the
local population, but also factor in the existing retail base within
Georgetown’s retail Primary Trade Area (PTA). Therefore, it is crucial
that implementation of this merchandising plan be tailored to capture
quality, sustainable in-fill development and seek opportunities to
Source: City of Georgetown

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