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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 aro <br />provided by and paraphrased from Nielsen's descriptions of their PRIZM Lifestyle Segniontation <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 4a' Avenue and Pearl Street in the heart of <br />Ellensburg. <br />City Startups <br />25.2% of Househokh in the Ellensburg primary trade areq Indic to United States: 2,369 <br />In City Startaps, young to middle-aged, multi-ethnic singles have settled in neighborhoods filled <br />with cheap apartments and a commercial base of cafes, 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% ofHomeholds in the Ellensburg primary trade area, Inc 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 Domes. 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, Iodex 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 sent in fast rowing 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 Observadens <br />Ellensburg benefits fimn a robust mncture 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 fiuh of this marketing initiative. We recommend continuing this push to market <br />Ellensburg to the cities west of the Cascades. <br />11 <br />