Page 30 - Georgetown Retail Merchandising Plan 11.7.16 - FINAL

Competitive Analysis

The competitive assessment identified several competing nodes H-E-B, Costco, etc.). In addition, Lakeline Mall is a major regional NORTH AUSTIN
within the Primary Trade Area (PTA) and adjacent cities. These node in the City that drove the development of Parkline across
include areas with a significant concentration of retail such as Cedar the street and 1890 Ranch Shopping Center, located at FM 1431 The northern portion of Austin (roughly north of the intersection
Park at US 183 and Whitestone Boulevard, Hutto near US 79 and and 183 Toll Road. of US 183 and SH 1) has similar composition and appearance to
Exchange, Leander near US 183 and Hero Way, North Austin around Round Rock, Cedar Park, and Pflugerville. However, North Austin
the Domain, Pflugerville’s Stone Hill Town Center, and the Premium Cedar Park is also home to the H-E-B Center at Cedar Park, an has one of the best large mixed-use destination lifestyle centers
Outlets and Boardwalk shopping center in Round Rock. 8,000-seat entertainment area where minor league hockey and in Texas, The Domain. The Domain is an upscale, mixed-use,
basketball games are played, in addition to family events and pedestrian friendly outdoor retail mall with enhanced gravity due
ROUND ROCK concerts. This creates significant visitor traffic and supports the to good accessibility from several major thoroughfares (including
retail and restaurants within the city. Cedar Park also completed I-35). The Domain has high quality merchandising and is located
Round Rock is currently the primary competitive node to the Cedar Park Regional Medical Center, which offers medical near other entertainment spots in north Austin like the Austin
Georgetown. It has quality housing stock and an active downtown care and high paying jobs. Aquarium, the Arboretum, and Topgolf. This region in Austin has
as well as the greatest concentration of total retail development high incomes and benefits from access to a regional population
in north Austin. These include Round Rock Premium Outlets, Georgetown can leverage downtown and expand mixed-use base and synergy with other nearby retail/entertainment and
Bass Pro, and IKEA. Round Rock has a current population of lifestyle developments, such as The Rivery and Wolf Lakes, to hospitality.
106,456 (STI) and median income of $73,579. draw from the regional base, including Cedar Park.
As Georgetown continues to develop high-quality destination
Round Rock also has the benefit of a strong visitor economy. It PFLUGERVILLE retail, such as the Wolf Lakes, The Rivery, and Downtown, it will
is home to Dell Diamond baseball stadium, Rock’N River Family be able to draw from north Austin and the surrounding region.
Aquatic Center, Round Rock Sports Center, Old Settlers Park, Pflugerville, located between I-35 and SH 130 Toll south of Round Retail focus should be on high quality, destination, and unique
and many other tourist destinations. Rock, is poised for continued growth. It has a current population concepts to differentiate Georgetown from other suburban retail
of 58,800 (STI) and is anticipated to increase to 69,334 by 2021. nodes.
Like Georgetown, Round Rock has I-35 frontage, which creates Pflugerville recently completed a public/private partnership with
good regional mobility. However, Round Rock is nearing build out Hawaiian Falls Water Park, a family-oriented destination adjacent LEANDER
and has limited frontage remaining on I-35. There are significant to the Stone Hill Town Center. Pflugerville has opportunity to
opportunities to complement Round Rock’s retail with higher capture further retail development along the SH 130 Toll corridor Leander is located along US 183 immediately north of Cedar Park.
quality retail centers and take advantage of the visitor and retail and 45 Toll road. According to the US Census, it is the fourth fastest growing city
pull that Round Rock creates. in Texas and has a population of 32,157 with a median income
Georgetown can support the development of retail along the SH of $73,340. In regards to retail, Leander has an H-E-B Plus! and
CEDAR PARK 130 Toll and encourage regional retail to service east Georgetown several new planned retail centers. Additionally, it is the most
and compliment the existing SH 130 Toll corridor being planned northern CapMetro stop at Leander Station, which is just north
Cedar Park is comparable in size and population to Georgetown. in the region. This will likely be catalyzed by convenience retail, of Old Town, Leander’s small historic downtown. Leander is also
Cedar Park has a 2016 population of 61,350 and median hospitality, or destination retail to create retail draw and mitigate getting an Austin Community College campus that will house
household income of $80,733. Due to Cedar Park’s spacing from retail leakage in east Georgetown. over 2,000 students and 500 faculty and employees.
Austin and other retail areas, many of the major regional and
national retailers have stores in Cedar Park (i.e. Walmart, Target,

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