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a <br />a <br />t <br />a <br />2.4 Overall Market Otrservations 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 />slrccess of downtown is reflected in the breadth and depth of the customer base. <br />Central Washington University and downtown Ellensburg arc inexhicably linked, and the <br />community should explore ways possible to continue to reinforce and grow those <br />connections. <br />Growth will continue in F.llensburg. This is inevitable. The malket data indicates potential <br />for both suburban and downtown growth to coincide, The days of downtowns and suburban <br />locations "competing" fol the customer dollar ar-e 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. SmarL subulban 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 />shong potential for a hoteVinn 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 opporhuity to "curate" the growth of the community and to expand the <br />footprint of its downtown to better co,nnect the dots between athactions. This wilt be explored <br />later in the report. <br />21