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2.2Trade Area Demographics and Market Segmentation <br />2.2.1 Ellensburg Primary Trade Area Demographics <br />ln 2AI5, the population for Ellensburg's primary trade area is estimated to be 33,591, The <br />population grew by 23.3% between 2000 and 2010 and is expected to reach 35,037 by 2020, <br />rvhich is equal to adding about 136 new households per year. The median age for the primary <br />trade arca is 30, whicli is lower than both \iVashington at age 40 and the United States at 37 and <br />is likely due to the age and number of CWU shrdents. <br />I{ousehold iucome for the primary trade area is $41,104. This income level falls below tliat of <br />Washington al $56,835 and that of tlie United States at $51,939. (Source: Nielsen Claritas, inc.). <br />Additionally, it should be noted that this report was rlln by zip code of residents; while CWU <br />does not have its own zip code, students are included in local census data and therefore should tie <br />incl'"r'led in this i'epcd from Ellensburg's zip code which r,vill naturally rlecieasc the Meciiarr <br />Household Income for the community. <br />?020 Plojection <br />?015 Estiluftte <br />2010 Census <br />20i)0 Census <br />Growlh 201 5-20?0 <br />Cfolvth 2010-?015 <br />Glowth 2000-?010 <br />3 5.03? <br />33,59 I <br />3?,442 <br />26,297 <br />4.30% <br />3.5496 <br />?3.379t <br />Table 2: Primury Trade Area Populution <br />2"2.2 lllarket Segmentation <br />Market segmentation is a technique used to summarize demographic information into easlLto <br />understand categories. The market segmentation illustrated for Ellensburg's primary trade area <br />uses Claritas PRIZM@ data. PRIZM.defines every U.S. household in terms of sixty-six <br />rrwry swrwllrrluv llrvolJM, PUrUrrCDrrrE Ugtl4VlvlS, .llIU <br />preferences of the customer base. <br />2.2.3 PMZM Lifustage Segmentation <br />The chart on the following page provides an easy to understand perspective on Ellensburg's <br />market segmentation. Broadly speaking, Green Colors represent younger households generally <br />without children in the honre- Blue colors represent families irith children. Red colors represent <br />older families who may or may not have children in the home. <br />ln the case of Ellensburg, the primary trade area's share of the PRIZM Lifestage categories is <br />hearrilrr clrprrrprl in '<Qfr.irrina (in-1." " -^+^n^-i-i^- 2.'rO/ ^f +L^ L^,.-^L^1.t^ /^^ ^L^--..^ :- -^^r-urlrSrvor worvSwrr4ru6 JL /0 wL LtlL tluuigrlurus \ds slluyI/lt lU pdlg <br />gleen in Figure 3). "Young Achievers" (in green) comprises lB%, and "Midlife Success" (forest <br />I