Laserfiche WebLink
The charl above depicts broad categories ofhouseholds. Tiris section portrays key sub categories <br />of households along with descliptions of lifestyle characteristics. The descriptions below are <br />provided by and paraphrased from Nielsen's d.escriptions of their PRZM Lifestyle Segmentation <br />data. The rounded percentage of households in the primary trade area and the rounded index to <br />the United States is shown next to each description. An index of 100 would be a representation <br />that matched that of the United States. These percentages were gathered frorn the area within a <br />ten-minute drive tirne from the intersection of 4tl' Avenue and Pearl Strcet in the heart of <br />Ellensburg. <br />City Startups <br />25.2% oJ'Ilouseholds in the Ellensbtrg primary tratle area, Inclex to United Std;es; 2,369 <br />In City Starfups, young to middle-aged, multi-ethnic singles havc settied in neighborhoods filled <br />with cheap apartments and a commercial base of cafes, bars, iaundromats, and clubs that cater to <br />twenty-somethings - one of the youngest segments in America--r,vith ten times as many collcge <br />students as the national average. <br />Greenbelt Sports <br />4.2% of Households in the Ellensburg prirnary trade area, Index to United Stares: 966 <br />A segment of upscale exurban couples, Greenbelt Sports is larown for its active lifestyle. Most of <br />these older residents are married, college-educated, and orvn nelv homes. And few segments <br />have higher rates for pursuing outdoor activities such as skiing, canoeing, backpacking, boatilg, <br />and mountain biking, <br />Boomtown Singles <br />10.0% of Households in the Ellensburg primary trade orea, Index to Unitecl States: 939 <br />Affordablc housing, abundant entry-level jobs, and a thriving singles scene--al1 have given rise <br />to the Boomtown Singles segmeut in fast-growing satellite cities. Single and working-class, these <br />residents pursue active lifestyles amid apartment complexes, bari, convenience stores, and <br />laundromats. <br />2.2.4 Market Dejinitioru Observations <br />Ellensburg benefits from a robnst mixtLrre of visitors, and yet the local and regional <br />population still dominates the rnarket base. This presents an important marketing <br />opporlunity that mandates that the comrnunity retain a message that is appealing to both <br />locals and those from out of town. <br />a <br />a Having completed ovet 200 market studies, pattems emerge over time. A community that <br />benefits from over l5o/o 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 20 visitors is from King County, <br />Washington - a pattern also unusual as large metropolitan areas freqnently have less than rwo <br />percent market share in smailer communities over an hour's drive away. This indicates that <br />there is a strong market to the west of the Cascades that can be reacled through selective <br />media. Kittitas County Tourism is already tapping this market and these numbers are bearing <br />the fi.rrit of this marketing initiative. We recomrnend continuing this push to markct <br />Ellensburg to the cities west of the Cascades. <br />tl