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2.4 Overall Market Observations and Conclusions The following conclusions are based on the market evaluation above. These conclusions also underpin the recommendations that will foJlow in Chapter Three. • Ellensburg has made significant investments in both downtown and tourism reach and the success of downtown is reflected in the breadth and depth of the customer base. • Central Washington University and downtown Ellensburg are inextricably linked, and the community should explore ways possible to continue to reinforce and grow those connections. • Growth will continue in Ellensburg. This is inevitable. The market data indicates potential for both suburban and downtown growth to coincide. The days of downtowns and suburban locations "competing" for the customer dollar are over. If Ellensburg can retain a customer in town who might travel to another market, it will be a much easier task to get that sh9pper loyal to downtown. Smart suburban retail deve1opment generally will not negatively impact downtown. • Housing is going to play a major role in the future of downtown Ellensburg. The trends all point to ongoing succe88 with downtown housing that not only caters to students, but also to empty nesters and young professionals. • The empirical data points to increasing room rates, occupancy, and revenues that indicate strong potential for a hotetrmn that would serve as a complement (not competition) with existing hotels in the community. To avoid being competitive with existing properties this hotel should be located in downtown Ellensburg. Concepts for this are shown in a later section of this report. Ellensburg has a distinct opportunity to "curate" the growth of the community and to expand the footprint of its downtown to better connect the dots between attractions. This will be explored later in the report. 21