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The chart above depicts broad categories ofhouseholds. This section pofirays key sub categories of households along witli dcscriptions of lifestyle characteristics. tne descripiions below are provided by and paraphrased from Nielsen's descriptions of their PRIZM Lifestyle Segmentation data, The rounded percentage ofhouseholds in the prirnaly 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 airea within a ten-minute drive time from the intersection of 4th Avenue and Pearl Street in the heart of Ellensburg. City Startups 25.2% ctf Households in the Ellensburg primary trade area, Inclex to United States: 2,369 In City Starfups, young to middle-aged, multi-ethnic singles have settled in neighborfioods filled with cheap apaftments and a commercial base of cafbs, bars, laundromats, 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. Greenbelt 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, college-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 Households in the Ellensburg primary trade area, Index to tlnited States: 939 Affordable housing, abundant enhyJevel jobs, and a thriving singles scene--all have given rise to the Boomtown Singles segment in fast-growing satellite cities. Single and working-cLss, these residents pursue active lifestyles amid apartment complexes, bars, convenience- stores, and laundromats. 2.2.4 Market Definition Observations o a Ellensburg benefits from a robust mixture of visitors, and yet the local and regional population still dominates the market base. This presenti an important marfeting 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 Jounty is rare to see. It indicates that the visitor market is important. Neariy 1 in every 20 visitors is from King County, Washington - a pattern also unusual as large mekopolitan areas frequently have lesJ than trvo percent market share in smaller communities over an hour's drive iway. This indicates that there is a strong market to the west of the Cascades that can be reacired 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 Ellensburg to the cities west of the Cascades. ]I