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2.4 Overall Market Observations and Conclusions <br />The following conclusions are based on the market evaluation above.These conclusions also <br />underpin the recommendations that will follow in Chapter Three. <br />•Ellensburg has made significant investments in both downtown and tourism reach and the <br />success of downtown is reflected in the breadth and depth of the customer base. <br />•Central Washington University and downtown Ellensburg are inextricably linked,and the <br />community should explore ways possible to continue to reinforce and grow those <br />connections. <br />•Growth will continue in Ellensburg.This is inevitable.The market data indicates potential <br />for both suburban and downtown growth to coincide.The days of downtowns and suburban <br />locations "competing"for the customer dollar are over.If Ellensburg can retain a customer in <br />town who might travel to another market,it will be a much easier task to get that shopper <br />loyal to downtown.Smart suburban retail development generally will not negatively impact <br />downtown. <br />•Housing is going to play a major role in the future of downtown Ellensburg.The trends all <br />point to ongoing success with downtown housing that not only caters to students,but also to <br />empty nesters and young professionals. <br />•The empirical data points to increasing room rates,occupancy,and revenues that indicate <br />strong potential for a hotel/inn that would serve as a complement (not competition)with <br />existing hotels in the community.To avoid being competitive with existing properties this <br />hotel should be located in downtown Ellensburg.Concepts for this are shown in a later <br />section of this report. <br />Ellensburg has a distinct opportunity to "curate"the growth of the community and to expand the <br />footprint of its downtown to better connect the dots between attractions.This will be explored <br />later in the report. <br />21