Page 15 - Georgetown Retail Merchandising Plan 11.7.16 - FINAL

the 87,726 persons 25 years or older in the PTA, nearly 43%
Genera&onal Breakdown earned a bachelor’s degree (or higher), 29.9% completed an
associate degree or some college, and 19.9% completed high
35%
Georgetown, Texas school but no college.
30%
25%
Georgetown Dominant Generation In addition to higher incomes and purchasing power, a population
by block group
20% Generation Z (Age 0 - 18)
Aus0n MSA Millenials (Age 18 - 35) with high educational attainment typically fosters a desirable
15% Generation X (Age 35 - 55) talent pool for major employers, and Georgetown has a large
Baby Boomers (Age 55 - 75)
Texas Silent Generation (Age 75 +)
10% Unidentified base of knowledge and talent due to Southwestern University.
Georgetown PTA City Limits
5% Primary Trade Area
The greater Austin region also has one of the most dense
0% populations of colleges in the United States.
0 - 18 18 - 35 35 - 55 55 - 75 (Baby 75+ (Silent
(Genera0on Z) (Millennials) (Genera0on X) Boomers) Genera0on)
2015 Comparative Generation Distribution (Source: ESRI, Census) Access to higher education can attract businesses seeking
regional access in a suburban setting. Many major retailers also
chart aboves shows the distribution of generational breakdowns factor educational attainment into their site selection models as
within Georgetown, the MSA and Texas. The corresponding map the level of education can impact consumer preferences, income,
also helps visualize the population differences by block group, and shopping habits. This creates an opportunity for a strategy to
and easily identifies Sun City, in north Georgetown, due to age attract retail that prefers to locate near students, and employers
restricted housing. that would like to take advantage of an educated workforce; a
mixed-use environment could accommodate both scenarios.
Understanding the type and distribution of the customer base
by generation better informs merchandising needs and the
target audience for the market. For example, to target younger
generations, a strategy to recruit family-entertainment options or
family-oriented restaurants would be ideal. However, research
shows students prefer unique destination restaurants, soft
goods, and places that are pet friendly. An older population may
prefer access to medical care for health and wellness, as well as
cultural options and comprehensive shopping choices. A multi-
generational retail strategy can be leveraged by Georgetown
to target an appropriate tenant mix for new developments or
redevelopment areas.

EDUCATIONAL ATTAINMENT
Levels of highest education attained in the Georgetown PTA are
congruent with advanced age and median income in the area. Of
0 5
miles

Georgetown Retail Merchandising Plan 2016 15