Page 23 - Georgetown Retail Merchandising Plan 11.7.16 - FINAL

SECONDARY TRADE AREA

A Secondary Trade Area (STA) encompasses 80% to 85% of core customers, and is beneficial for understanding the distance range Georgetown, Texas
from which consumers travel to shop. Catalyst formed the Georgetown STA by using an 85% (additional 20%) catchment. The STA
reveals that Georgetown is capturing retail consumption from most of the surrounding small towns to the north, Taylor to the east, and Trade Area Distribution
most of north Austin despite strong retail presence in Round Rock and Cedar Park. Primary Trade Area
(65% Catchment)
SecondaryTrade Area
(85% Catchment)
24 Minute Drive Time
(65% Catchment)
Although the PTA captures the core customer base for Georgetown, a measurable percentage of store sales could be generated within 9 Mile Ring
(63% Catchment)
City Limits
the STA. The STA is also where the most competition exists. For example, Lakeline Mall, Parkline Shopping Center, Walden Park, Anna Customer Samples (2,546)
Plaza, and The Homestead are all located outside the STA but impact customer demand in Georgetown.
STA DEMOGRAPHIC SUMMARY
• 2016 STA Population - 802,237 STA Generational Breakdown
• 2021 STA Population estimate - 895,216 Generation Percentage
• 2016 Households - 298,320 Generation Z (Ages 0 - 18) 28%
• 2016 Workforce - 309,059
• 2016 Median Income - $70,838 Millennials (Ages 18 - 35) 22%
• 2016 Average Income - $88,970 Generation X (Ages 35 - 55) 30%
• 2016 Median Age - 37.0 Baby Boomers (Age 55 - 75) 17%
• Residential Purchasing Power - $56,800,891,796 Silent Generation (Age 75 +) 4%
• Workforce Purchasing Power - $21,892,970,987
• Total Purchasing Power - $78,693,862,784

0 10
miles

Georgetown Retail Merchandising Plan 2016 23