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The chad above depicts broad categories ofhouseholds. This section portrays key sub categoriesof households along with descriptions of lifestyle characteristics. The descLipiions below areprovided by and paraphrased from Nielsen's descriptions of their PRIZM Lifestyie Segmentationdata- The rounded percentage of households in the primary trade area and the rounded index tothe United States is shown next to each description. An index of 100 would be a represeltation <br />that matched that of the United States. These percentages were gathered from the aiea within aten-minute drive tirne from the intersection of +th Au"nr:" and Pearl Strcet in the heart ofElierisburg. <br />City Startups <br />25.2% oJ'HotLseholds in the Ellensburg primary trade area, Inclex to {Jnited States; 2,369In City Starhrps, yollng to middle-aged, mutti-ethnic singles havc setied in neighborhoods filledwith cheap apartnents and a commercial base of cafes, liars, laundromats, and clubs that cater to <br />twenty-somethings - one of the youngest segments in America--'"vith ten times as many collcge <br />students as the national average. <br />Greenbelt Sports <br />4.2% of Households in the Ellensburg primary trade area, Index to {Jnited States; 966A segment of upscale exurban couples, Greenbelt Sports is latown for its active lifestyle. Most ofthese older residents are married, college-educated, and own nelv homes, And few segments <br />have higher rates for pursuing outdoor activities such as skiing, canoeing, backpacking, boatilg, <br />and monntain biking, <br />Boomtoyvn Singles <br />10.0% of Households in the Ellensburg prbnary trnde area, Index to (Inited States: 939 <br />Affordablc 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. Slngle and workilg-class, these <br />re.sidents pursue active lifestyles amid apartment complexes, bars, convenience stores, and <br />laundromats. <br />2"2.4 Ms,,ket Definition Observations <br />t <br />a <br />Eliensburg benefits from a robust mixhrre of visitors, antl yet the local ancl regionalpopulation still dominates the market base. This presents an important marketing <br />opporlunity that mandates that the comrnunity retain a message that is appeaiing to both <br />locals and those from out of town. <br />Having completed over 200 market studies, pafterns 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 z0 visitors is from King County, <br />Washington - a pattern also unusual as large metropolitan areas frequently have lesithan tqro <br />percent market share in srnaller communities ouer un hour's drive away. This indicates that <br />there is a strong market to the west ol the Cascades that can be reacled through selective <br />media. Kittitas County Tgurism is already tapping this market and these numbers are bearingthe firrit of this marketing initiative. We recommend continuing this push to markct <br />Ellensburg to the cities west of the Cascades, <br />1t