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2.3.3 Overall Retail Market Opportunities The retail market potential for Ellensburg combines many different facets of the data gathered above.Retail markets depend on both quantitative and qualitative information.Moreover,just because there is retail market potential for a potential retail store type in no way ensures success of that store type in the community. There are many reasons why a business might succeed or fail,and the retail market is but one of those factors.The days of the downtown competing with suburban locations for primary retail have long since vanished.The major "pro"of keeping all retail in the community is that once a shopper has left,they have left for the day and their money will follow.This section explores retail development likely to develop in suburban locations in Ellensburg. •Family clothing -This category includes stores such as TJ Maxx,Ross,and similar type stores that cater to all family members.They typically locate in suburban market developments.With over $5 million in leakage from the primary trade area,this could be a suburban opportunity for Ellensburg.A store of similar type (though unlikely a chain)could also work in a downtown setting. •Auto Dealers -Ellensburg is home to a number of highly successful auto dealerships,though not all auto brands are currently represented in the market.There is an opportunity for new car dealerships that would likely develop in a suburban location.There is also a growing trend of downtown auto dealerships decamping to suburban locations for better exposure. •Electronics -While Ellensburg is leaking sales in the electronics category,this store type has proven to be problematic as of late with the demise of Circuit City and the bankruptcy of Radio Shack.A regional electronics store may be successful based on the market leakage. •Pharmacies -Surprisingly,Ellensburg leaks sales in Pharmacies.This could be a trade of the retail dollar for in-store pharmacies at stores like Fred Meyer or,more likely,a signal for additional demand.The location is likely to be suburban and will have little to no impact on the downtown pharmacy in Ellensburg. •Home Improvement Stores -This is an intriguing category for Ellensburg in so far as independent garden dealers,hardware stores,and similar store types have proven to be great for the community.A home center such as Home Depot might be plausible based on these numbers but would likely have a negative impact on existing independent merchants. •General Retail -This category includes stores like Fred Meyer,Target,and Walmart. Ellensburg currently has a high quality Fred Meyer in very close proximity to the core of downtown,although separated by storage and warehousing uses that would not encourage walking between the two.Retail leakage indicates potential for some degree of additional general retail.The impact of such a store on downtown would be minimal and would likely benefit downtown Ellensburg and the community as a whole as it would retain customers that are currently leaving the community to shop in Yakima,metro Seattle,or Wenatchee. 17