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The chart above depicts broad categories ofhouseholds. This sectionpofirays key sub categories <br />of households along with dcscriptions of lifestyle characteristics. The descriptions below are <br />provided by and paraphtased from Nielsen's descriptions of their PRIZM Lifestyle Segmentation <br />data, The rounded percentage of households in the prirnary 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 4tl' Avenue and Pearl Street in the heart of <br />Ellensburg. <br />City Startups <br />25.2% of Households in the Ellensburg primary trade area, Index to United States: 2,369 <br />In City Starlups, young to middle-aged, multi-ethnic singles have settled in neighborfioods filled <br />with cheap apartments and a commercial base of cafds, 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 />4.2ok of Households in the Ellensburg primary trade area, Index 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 maried, college-educated, and own new homes. 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, Index 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 segment in fast-growing 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 DeJinition Observations <br />Ellensburg benefits from a robust mixture 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 cornmunity retain a message that is appealing to both <br />locals and those from out of town. <br />Havrng 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 mefuopolitan 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 Toudsm is already tapping this market and these numbers are bearing <br />the fruit of this marketing initiative. We recommend continuing this push to market <br />Ellensburg to the cities west of the Cascades. <br />a <br />a <br />11