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The chart above depicts broad categories of households. This section portrays key sub categories of households along with descriptions of lifestyle characteristics. The descriptions below are provided by and paraphrased from Nielsen's descriptions of their PRL...7M Lifestyle Segmentation data. The rounded percentage of households in the primary trade area and the rounded index to the United States is shown next to each description. An index of 100 would be a representation that matched that of the United States. These percentages were gathered from the area within a ten-minute drive time from the intersection of 4th Avenue and Pearl Street in the heart of Ellensburg. City Startups 25.2% of Hou.selwlds in the Ellensburg primary trade area, Index to United States: 2,369 In City Startups, young to middle-aged, multi-ethnic singles have settled in neighborhoods filled with cheap apartments and a commercial base of cafcSs, bars, laundroma~, and clubs that cater to twenty-somethings -one of the youngest segments in America-with ten times as many college students as the national average. Greenbelr Sports 4.2% of Households in the Ellensburg primary trade area, Index to United States: 966 A segment of upscale exurban couples, Greenbelt Sports is known for its active lifestyle. Most of these older residents are married, collegc--educated, and own new homes. And few segments have higher rates for pursuing outdoor activities such as skiing. canoeing, backpacking, boating, and mountain biking. Boomtown Singles 10. 0% of Hou.selwlds in the Ellensburg primary trade area, lndu to United States: 939 Affordable housing, abundant entry-level jobs, and a thriving singles scene--all have given rise to the Boomtown Singles segment in fast-growing satellite cities. Single and working-class, these residents pursue active lifestyles amid apartment complexes, bars, convenience stores, and laundromats. 2.2.4 Market Definition Observations • Ellensburg benefits from a robust mixture of visitors, and yet the local and regional population still dominates the market base. This presents an important marketing opportunity that mandates that the community retain a message that is appealing to both locals and those from out of town. • Having completed over 200 market studies, patterns emerge over time. A community that benefits from over 15% of its visits from out of the local county is rare to see. It indicates that the visitor market is important. Nearly 1 in every 20 visitors is from King County, Washington-a pattern also unusual as large metropolitan areas frequently have less than two percent market share in smeller communities over an hour's drive away. This indicates that there is a strong market to the west of the Cascades that can be reached through selective media. Kittitas County Tourism is already tapping this market and these numbers are bearing the fruit of this marketing initiative. We recommend continuing this push to market EIIensburg to the cities west of the Cascades. 11