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The chart above depicts broad categories of households.This section portrays key sub categories <br />of households along with descriptions of lifestyle characteristics.The descriptions below are <br />provided by and paraphrased from Nielsen's descriptions of their PRIZM Lifestyle Segmentation <br />data.The rounded percentage of households in the primary trade area and the rounded index to <br />the United States is shown next to each description.An index of 100 would be a representation <br />that matched that of the United States.These percentages were gathered from the area within a <br />ten-minute drive time from the intersection of 4*Avenue and Pearl Street in the heart of <br />Ellensburg. <br />City Startups <br />25.2%of Households in the Ellensburg primary trade area,Index to United States:2,369 <br />In City Startups,young to middle-aged,multi-ethnic singles have settled in neighborhoods filled <br />with cheap apartments and a commercial base of cafés,bars,laundromats,and clubs that cater to <br />twenty-somethings -one of the youngest segments in America--with ten times as many college <br />students as the national average. <br />Greenbelt Sports <br />4.2%of Households in the Ellensburg primary trade area,Index to United States:966 <br />A segment of upscale exurban couples,Greenbelt Sports is known for its active lifestyle.Most of <br />these older residents are married,college-educated,and own new homes.And few segments <br />have higher rates for pursuing outdoor activities such as skiing,canoeing,backpacking,boating, <br />and mountain biking. <br />Boomtown Singles <br />10.0%of Households in the Ellensburg primary trade area,Index to United States:939 <br />Affordable housing,abundant entry-level jobs,and a thriving singles scene--all have given rise <br />to the Boomtown Singles segment in fast-growing satellite cities.Single and working-class,these <br />residents pursue active lifestyles amid apartment complexes,bars,convenience stores,and <br />laundromats. <br />2.2.4 Market Definition Observations <br />•Ellensburg benefits from a robust mixture of visitors,and yet the local and regional <br />population still dominates the market base.This presents an important marketing <br />opportunity that mandates that the community retain a message that is appealing to both <br />locals and those from out of town. <br />•Having completed over 200 market studies,patterns emerge over time.A community that <br />benefits from over 15%of its visits from out of the local county is rare to see.It indicates <br />that the visitor market is important.Nearly 1 in every 20 visitors is from King County, <br />Washington -a pattern also unusual as large metropolitan areas frequently have less than two <br />percent market share in smaller communities over an hour's drive away.This indicates that <br />there is a strong market to the west of the Cascades that can be reached through selective <br />media.Kittitas County Tourism is already tapping this market and these numbers are bearing <br />the fruit of this marketing initiative.We recommend continuing this push to market <br />Ellensburg to the cities west of the Cascades. <br />11