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a <br />t <br />a <br />a <br />2.4 Ovevall l\{arket Observations ancl Conclusions <br />The following conclusions are based on the market evaluation above. These conclusions also <br />undeqpin the recommendations that will follow in Chapter Three. : <br />" Ellensburg has made significant investments in both downtown and tourism reach and the <br />sllccess of downtown is reflected in the breadth and depth of the customer base. <br />Central Washington University and downtown Ellensburg are inextricably linked, and the <br />community should explore ways possible to continue to reinforce and grow those <br />connections. <br />Growth will continue in Ellensburg. This is inevitable. The market 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 are over. If Bllensburg 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. Smart suburban 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 />ernpty nesters and young professionals. <br />The empirical data points to increasing room rates, occupancy, and revenues that indicate <br />strong potential for a hotel/inn 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 opporhurity to "curate" the growth of the community and to expand the <br />footprint of its downtown to better connect the dots between attractions, This will be explored <br />later in the report. <br />21