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2.4 Overall Market Observations and Conclusions <br />The following conclusions are based on tlre market evaluation above. These conclusions aiso <br />underpin the recommendations that will follow in Chapter Three. <br />e Ellensburg has made significant investments in both downtoiam and tourism leach and the <br />sllccess of downtown is rcflcctcd in the breadth and depth of the customer base. <br />o 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 potcntial <br />for both suburban and downtown growth to coincide. The days of downtowns and suburban <br />loca-tions "competing" for the custorner dollar are over. If Ellensburg can retain a customer in <br />town who might havel to another market, it will be a much easier task to get that shopper <br />loyal to downtown, Smaft suburban retail development generally will not negatively impact <br />downtown. <br />a <br />6 <br />It <br />Housing is going to play a major role in the futrue of downtown Eilensburg. 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 />strong potential for a hotellinn that would serve as a complement (not competition) with <br />existing hotels in the community. To avoid being competitive with existing propertie,s this <br />hotel should be located in downtown Ellensburg. Concepts for this are shown in a later <br />section ofthis report. <br />Ellensburg has a distinct opporhrnity to "curate" the groMh 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 />2I