Market Analysis :[HHVYK ;L HZb3910363c442be3c0927... · area delineation, demographic analysis, psychographic analysis, market demand, target area redevelopment strategy, drive time

March 2014

Market AnalysisStafford, Texas

Stafford, Texas

Market Analysis

Prepared For:City of Stafford, Texas

Prepared By:Catalyst Commercial, Inc.Dallas, TexasMarch 2014

StaffordOverview 4

Trade AreasTrade Area Delineation 5Drive Time Trade Area 7Concentric Ring Trade Area 8Fountains Trade Area 9Sam’s Club Trade Area 10Walmart Trade Area 11Houston Walmart Trade Area 12Missouri City HEB Trade Area 13Pearland Trade Area 14Sugar Land Trade Area 15Residential Benchmark 16

DemographicsResidential 20Population 21Median Income 22Average Income 23Race and Ethnicity 24Education 25

PsychographicsPsychographics 26

Market DemandMarket Demand 29

Target Area Redevelopment StrategyTarget Area Redevelopment Strategy 34

Sugar Land Sales CompsSugar Land Sales Comps 35

Existing RetailExisting Retail 37

Traffic CountsTraffic Counts 39

Stakeholder InterviewsStakeholder Interviews 41

4City of Stafford

01 ProcessCatalyst was retained by the City of Stafford in October of 2013 to produce a strategic retail plan. This plan includes stakeholder interviews, trade area delineation, demographic analysis, psychographic analysis, market demand, target area redevelopment strategy, drive time analysis, Merchant Matrix, and Tenant Profiling.

Economic ConditionsStafford is located in northeast Fort Bend County in southeast Texas. Stafford is part of the nine county Houston-Sugar Land-Baytown Metropolitan Statistical Area (MSA). This MSA is one of the fastest growing MSAs in the United States, with a current population of 6,214,131 that is expected to grow 9.1% between 2013 to 2018 to 6,781,770. The Houston-Sugar Land-Baytown MSA is also expected to expected to have a significant increase in income. The current median household income of $55,478 is expected to grow to $71,343, a 28.6% growth, by 2018.

Stafford

Overview

Stafford City Limit Aerial (Source: Catalyst)

(Source: ESRI)

Demographic Overview Stafford

Population 2013 18,285


2013 - 2018 Annual Population Change 3.3%

Daytime Employees 26,695

Households 7,017

Average Household Size 2.60

Median Age 32.9

Median Household Income 2013 $51,250

Median Household Income 2018 $64,995

Average Household Income 2013 $67,539

Average Household Income 2018 $79,004

5City of Stafford

Trade Area DelineationUnderstanding where your target customers originate is a crucial step in any retail recruitment initiative, and an accurate delineation of the trade area in which retailers can reasonably expect to attract customers is the first step in this process. Additionally, identifying the demographic profile of the consumers which are currently shopping at a specific location is helpful in understanding success factors, identifying potential complementary tenants and developing marketing strategies for a particular retail district and corridor, as well as, individual businesses. Catalyst delineated the Stafford Primary Trade Area (PTA) by sampling retail customers from various retail locations in and around Stafford to determine the customer’s point of origin in relation to various retail locations. While retailers, developers, and real estate brokers have traditionally used radius rings and/or drive times to quickly compare prospective sites against one another, more often than not, such arbitrary measures do not accurately depict actual consumer trading patterns and there are alternate methods available for the decision making process of retailers today.

To delineate the following trade areas Catalyst collected customer samples in December 2013. All customer samples were taken between the times of 8 AM and 10 PM.

To delineate the Stafford Primary Trade Area (PTA) Catalyst took customer samples at the following locations:• Fountains Restaurants - 269 samples• Fountains Retail - 245 samples• Gringo’s (12330 Southwest Freeway) - 185 samples• The Island - 113 samples• Pappadeaux (12711 Highway 59 South) - 216 samples• Sam’s Club (12300 Southwest Freeway) - 227 samples• Walmart (11210 W Airport Boulevard) - 748 samples

Catalyst also took customer samples from competitive nodes to see where customers overlapped. The following locations were used to delineate competitive Trade Areas:• Walmart (9460 W Sam Houston Parkway S, Houston) - 342 samples• HEB (4724 Highway 6, Missouri City) - 225 samples• Pearland Target Shopping Center (3045 Silverlake Village Dr, Pearland)

- 407 samples• Pearland Town Center (11200 Broadway Street, Pearland) - 574

samples• First Colony Mall (16535 Southwest Highway, Sugar Land) - 331

samples• HEB (530 Highway 6, Sugar Land) - 238 samples• Market at Town Square (2575 Town Center Boulevard, Sugar Land) -

378 samples• Walmart (345 Highway 6, Sugar Land) - 361 samples• Whole Foods (15900 Southwest Freeway, Sugar Land) - 394 samples

The trade areas for Stafford and the competing nodes can be seen on the following pages.

02Trade AreaAnalysis

Trade Area Delineation

6City of Stafford

Trade Area Delineation

Stafford Primary Trade Area (Source: Catalyst)

Trade Area DelineationThe Stafford Primary Trade Area (PTA) was delineated from 2,003 samples taken in the City of Stafford. The following sample locations were used to delineate this PTA:• Fountains Restaurant - 269 samples• Fountains Retail - 245 samples• Gringo’s (12330 Southwest Freeway) - 185 samples• Island - 113 samples• Pappadeaux (12711 Highway 59 South) - 216 samples• Sam’s Club (12300 Southwest Freeway) - 227 samples• Walmart (11210 W Airport Boulevard) - 748 samples

The Stafford PTA is quite large and reaches east to the 610 Loop on the west side of Houston. The Stafford PTA is home to 746,543 people and is expected to grow to 826,340 by 2018 (10.7% total growth).

The Stafford PTA encompasses portions of Bellaire, Houston, Sugar Land, Missouri City, and Meadows Place.

Demographic Overview



Daytime Population 222,266

Average HH Size 3.03

Median Age 33.0

Median HH Income $48,242

Average HH Income $60,765

(Source: ESRI)

7City of Stafford

Drive Time Trade Area

Stafford Drive Time Trade Area (Source: Catalyst)

Drive Time Trade AreaDrive time analysis is useful when understanding impact from one region or store to another, but is not as accurate in identifying the constraints of the actual Primary Trade Area (PTA) for the City of Stafford. Drive time based trade areas are often used to analyze trade area characteristics and are useful for comparison of proposed sites and against both existing store locations, as well as, other prospective site locations. Using a drive time geography, a 19 minute drive time captures approximately 65.5% of the customer samples. The 19 minute drive time trade area encompasses parts of Piney Point Village, Bunker Hill Village, Bellaire, Houston, Sugar Land, Richmond, Pearland, Missouri City, and Meadows Place.


Population 2013 1,317,937

Population 2018 1,451,047



Median Age 33.8



(Source: ESRI)

Geography Catchment

1 Minute 0.0%

2 Minutes 0.3%

3 Minutes 1.5%

4 Minutes 4.1%

5 Minutes 8.6%

6 Minutes 13.4%

7 Minutes 17.9%

8 Minutes 21.5%

9 Minutes 27.2%

10 Minutes 32.8%

11 Minutes 38.5%

12 Minutes 43.2%

13 Minutes 48.5%

14 Minutes 53.3%

15 Minutes 55.4%

Geography Catchment

16 Minutes 58.2%

17 Minutes 60.7%

18 Minutes 63.0%

19 Minutes 65.5%

20 Minutes 68.4%

21 Minutes 70.1%

22 Minutes 71.5%

23 Minutes 74.0%

24 Minutes 75.8%

25 Minutes 76.7%

26 Minutes 78.4%

27 Minutes 78.9%

28 Minutes 79.7%

29 Minutes 80.3%

30 Minutes 81.1%

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Drive Time Catchment Chart (Source: Catalyst)

Primary Trade Area

8City of Stafford

Concentric Ring Trade Area

Stafford Concentric Ring Trade Area (Source: Catalyst)

Concentric Ring Trade Area Traditional concentric rings are another method used to quickly analyze trade area characteristics, but are not as accurate in identifying existing constraints of the actual Primary Trade Area (PTA) for the City of Stafford. Retailers use concentric ring studies for quick comparisons of both existing stores and prospective new locations. Using a concentric ring geography, an 8 mile radius captures approximately 66.6% of the customer samples. The 8 mile concentric ring trade area encompasses parts of Bellaire, Houston, Sugar Land, Missouri City, and Meadows Place.






Median Age 33.0



(Source: ESRI)

Geography Catchment

1 Mile 1.0%

2 Miles 11.6%

3 Miles 21.8%

4 Miles 35.3%

5 Miles 46.4%

6 Miles 53.7%

7 Miles 61.2%

8 Miles 66.6%

9 Miles 70.7%

10 Miles 74.6%

11 Miles 76.7%

12 Miles 77.6%

13 Miles 79.0%

14 Miles 80.9%

15 Miles 81.9%

Geography Catchment

16 Miles 82.7%

17 Miles 83.9%

18 Miles 85.0%

19 Miles 86.2%

20 Miles 87.5%

21 Miles 88.3%

22 Miles 88.9%

23 Miles 89.8%

24 Miles 90.4%

25 Miles 91.4%

26 Miles 91.7%

27 Miles 92.2%

28 Miles 93.2%

29 Miles 93.4%

30 Miles 93.6%

9City of Stafford

Fountains Trade AreaThis trade area was delineated from customer samples taken from The Fountains Retail, The Fountains Restaurants, Pappadeaux (12711 Highway 59 South), and Gringo’s (12330 Southwest Freeway). This trade area was created from 915 customer samples. This trade area is slightly larger than the Stafford Primary Trade Area due to the regionality of some of the uses. The restaurant uses draw a more destination oriented customer that will be willing to travel farther than the normal customer shopping Stafford.

Fountains Trade Area

Fountains Trade Area (Source: Catalyst)

10City of Stafford

Sam’s Club Trade AreaThis trade area was delineated from 227 customer samples collected from the Sam’s Club at 12300 Southwest Freeway in Stafford. The trade area is slightly smaller than the Stafford Primary Trade Area possibly due to the proximity of the Sam’s Club in Sugar Land and the Sam’s Club in Houston at Loop 610 and Interstate 69/US Highway 59.

Sam’s Club Trade Area

Sam’s Club Trade Area (Source: Catalyst)

11City of Stafford

Walmart Trade AreaThis trade area was delineated from 748 customer samples collected from the Walmart at 11210 W Airport Boulevard in Stafford. The trade area is slightly smaller than the Stafford Primary Trade Area. This trade area is also smaller than the Fountains Primary Trade Area, but this is most likely due to the proximity of other Walmart locations in Missouri City, Sugar Land, and Houston.

Walmart Trade Area

Walmart Trade Area (Source: Catalyst)

12City of Stafford

Houston Walmart Trade AreaThis trade area was delineated from 342 customer samples collected from the Walmart at 9460 W Sam Houston Parkway S in Houston. The trade area is fairly small for a Walmart, but this is likely due to seven Walmart locations within 10 miles of this location.

Houston Walmart Trade Area

Houston Walmart Trade Area (Source: Catalyst)

13City of Stafford

Missouri City HEB Trade AreaThis trade area was delineated from 225 customer samples collected from the HEB at 4724 Highway 6 in Missouri City. This trade area completely encompasses the City of Stafford as there is no HEB in Stafford.

Missouri City HEB Trade Area

Missouri City HEB Trade Area (Source: Catalyst)

14City of Stafford

Pearland Trade AreaThis trade area was delineated from 981 customer samples taken from the Target Shopping Center at 3045 Silverlake Village Drive and the Pearland Town Center at 11200 Broadway Street. Both of these centers are at the intersection of State Highway 288/South Freeway and Broadway Street.

Retailers in the Target Shopping Center include Ulta, DSW, Michaels, Pier 1, IHOP, Carino’s, Whataburger, Chili’s, Office Depot, Starbucks, Justice, Claire’s, and Famous Footwear.

Retailers in the Pearland Town Center include Red Lobster, BJ’s Restaurant and Brewhouse, Steak N Shake, Sports Authority, Jos. A. Bank, Barnes & Noble, Journeys, Macy’s, Wet Seal, Gringo’s Mexican Kitchen, Red Robin, Pei Wei, and Burger King.

This intersection is very regional with many mall tenants and department stores. This regionality results in a very large trade area.

Pearland Trade Area

Pearland Trade Area (Source: Catalyst)

15City of Stafford

Sugar Land Trade AreaThis trade area was delineated from 1,702 customer samples taken from:• First Colony Mall (16535 Southwest Highway, Sugar Land) - 331

samples• HEB (530 Highway 6, Sugar Land) - 238 samples• Market at Town Square (2575 Town Center Boulevard, Sugar Land) -

378 samples• Walmart (345 Highway 6, Sugar Land) - 361 samples• Whole Foods (15900 Southwest Freeway, Sugar Land) - 394 samples

The First Colony Mall includes traditional mall tenants such as Macy’s, JCPenney, Hollister, Williams-Sonoma, Apple, Journeys, Forever 21, Dillard’s, and Barnes & Noble. This mall is likely the reason the trade area is so large. Another reason could be that Sugar Land is a last out market that many retailers looking for a dense suburban setting would be willing to locate.

Sugar Land Trade Area

Sugar Land Trade Area (Source: Catalyst)

16City of Stafford

Residential Benchmark ComparisonThis section qualitatively and quantitatively benchmarks Stafford against eight regional cities: Sugar Land, The Woodlands, Spring, Katy, Missouri City, Cinco Ranch, Jersey Village, and Pearland. Sugar Land is just south of Stafford, The Woodlands is a fast growing suburb on the northside of Houston, Pearland is a southern Houston suburb along 288. Katy and Cinco Ranch are located on the western portion of the Houston MSA. Jersey Village is located off 290 and Beltway 8.

Residential Benchmark

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2010, 2013, and 2018 Population (Source: Catalyst, ESRI)

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Median and Average HH Incomes (Source: Catalyst, ESRI)

2010, 2013, and 2018 PopulationStafford had a 2010 population of 17,693, 2013 population of 18,285, and 2018 population of 21,265, smaller than six of the eight cities. Only Katy and Jersey Village had lower 2010, 2013, and 2018 populations. Residential population is the largest factor in locating retail sites. As seen below, Stafford is expected to grow a significant amount between 2013 and 2018.

Annual 2010 to 2018 Population GrowthThe annual population growth of Stafford between 2010 and 2013 was tied with Spring for the lowest annual population growth for this sample of cities, but this is expected to change from 2013 to 2018. Stafford is forecasted to be tied with Sugar Land with the largest annual population growth out of the sample cities. Stafford is expected to grow to a population of 21,265, a 3.3% annual growth.

Median and Average Household IncomesMedian and average household incomes are another important factor for retailers in their site selection process. Higher incomes generally equate to higher sales, but this is not always the case, especially if the region is a destination. Stafford has the lowest median and average incomes out of the sample pool, but has high retail sales per capita, as seen on page 18, only lower than Katy and Jersey Village.

17City of Stafford

Residential Benchmark

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Median and Average Home Value (Source: Catalyst, ESRI)

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Stafford!Sugar Land!The Woodlands!Spring!Katy!Missouri City!Cinco Ranch!Jersey Village!Pearland!Average!Median!

Owner Occupied Housing (Source: Catalyst, ESRI)

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Median and Average Housing Rent (Source: Catalyst, ESRI)

Median and Average Home ValueThe City of Stafford has a lower median home value ($142,200) than all but two cities, Spring and Katy. Stafford’s average home value ($144,869) is lower than all but Spring. Most retailers generally look at population and incomes rather than home values.

Owner Occupied HousingThe City of Stafford has a higher rate of renter occupied homes than the comparison cities. Currently, 42.1% of homes in Stafford are owner occupied.

Median and Average Housing RentThe median rent in the City of Stafford is $833/month and the average rent is $837/month. Six of the nine cities in this analysis have median rent in the $800 to $899 range (Stafford, The Woodlands, Spring, Katy, Jersey Village, and Pearland), one city in the $900 to $999 range (Cinco Ranch), and two cities that are $1,000+ (Sugar Land and Missouri City). The average rent in Stafford is $837/month which is the lowest in the group.

18City of Stafford

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Retail Sales Per Capita (Source: Catalyst, ESRI)

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Retail Rent (Source: Catalyst, ESRI)

Retail Sales Per CapitaStafford has strong retail sales per capita ($23,892) that are well above the average ($18,221) and median ($15,386). Katy ($25,425) and Jersey Village ($45,165) have more sales per capita than Stafford ($23,892).

Retail GLAStafford has a lower amount of retail gross leasable area (GLA or retail space for rent), but this can be attributed to the fact that the City of Stafford is smaller in size when compared to the sample cities. Stafford also has a larger emphasis on industrial property than the other cities.

Retail RentThe City of Stafford has lower retail rent than all of the sample cities. This may attract retailers that might not be able to pay higher rents in competing communities. Even when the retailer can afford higher rents, it might make more financial sense to locate in Stafford where rents are cheaper if projected sales are comparable. Jersey Village has no retail properties currently available, therefore there is no data on asking rent.

Retail VacancyThe City of Stafford has 242,417 square feet of vacant retail space, which is approximately 6.3% of the total number of retail square feet that are vacant. The average retail vacancy amongst Stafford and the sample cities is 4.3%.

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Owner Occupied Housing (Source: Catalyst, ESRI)

19City of Stafford

Stafford OverviewThe City of Stafford currently has a population of 18,285 and is expected to grow to 21,265 by 2018, a total growth of 16.3% in five years. The City of Stafford population is predominantly white, black, or Asian and about one quarter of the population is of Hispanic origin.

The Stafford Primary Trade Area (PTA) has a current population of 746,543. This population is expected to grow at a rate of 2.1% annually to a population of 826,340 in 2018. The PTA is growing at a slower rate than the City of Stafford.

When compared to the Stafford PTA, the City of Stafford has a higher median household income ($51,250 vs. $48,242). Stafford is forecasted to have a higher annual population growth than the Stafford PTA (3.3% vs. 2.1%). In regards to race, Stafford has a smaller proportion of white alone and some other race but a higher proportion of Asian alone when compared to the Stafford PTA. The City of Stafford is less Hispanic than the Stafford PTA (26.8% vs. 39.0%).

03Demographics

Residential

(Source: ESRI)

Demographic Overview Stafford Stafford PTA

Population 2013 18,285 746,543

Population 2018 21,265 826,340

2013 - 2018 Annual Population Growth 3.3% 2.1%

Daytime Employees 26,695 222,266

Households 7,017 244,899

Average Household Size 2.60 3.03

Median Age 32.9 33.0

Median Household Income 2013 $51,250 $48,242

Median Household Income 2018 $64,995 $60,765

Average Household Income 2013 $67,539 $71,807

Average Household Income 2018 $79,004 $85,428

White Alone 34.5% 38.6%

Black Alone 27.4% 25.6%

American Indian Alone 0.6% 0.7%

Asian Alone 23.9% 16.7%

Pacific Islander Alone 0.1% 0.1%

Some Other Race 10.0% 14.6%

Two or More Races 3.5% 3.9%

Hispanic (Any Race) 26.8% 39.0%

Non-Hispanic 73.2% 61.0%

20City of Stafford

PopulationThe current population of the City of Stafford is 18,285 and the Stafford Primary Trade Area (PTA) is currently home to 746,543 people. The City of Stafford is currently growing faster than between 2010 and 2013. The forecasted annual growth rate between 2013 and 2018 is 3.3%, compared to 1.1% annually between 2010 and 2013. The City of Stafford is expected to be home to 21,265 people by 2018. The Stafford PTA is expected to grow at a rate of 2.1% annually, reaching a population of 826,340 in 2018.

Population

Population Density (Source: Catalyst, ESRI)

(Source: ESRI)

Stafford PTA 1 Miles 3 Miles 5 Miles 8 Miles 19 Miles

2010 Population 17,693 718,030 2,495 96,843 356,915 823,845 1,259,448

2013 Population 18,285 746,543 2,467 100,153 368,402 860,707 1,317,937

Projected 2018 Population 21,265 826,340 2,880 112,715 408,512 950,368 1,451,047

2010 - 2013 Annual Population Growth 1.1% 1.3% -0.4% 1.1% 1.1% 1.5% 1.5%

2013 - 2018 Annual Population Growth 3.3% 2.1% 3.3% 2.5% 2.2% 2.1% 2.0%

21City of Stafford

Median Income

Median Household Income (Source: Catalyst, ESRI)

Median IncomeThe map above shows block groups shaded by median household income. The darker block groups indicate higher median household incomes.

The City of Stafford has a median household income of $51,250, approximately 6% higher than the $48,242 median household income of the Stafford Primary Trade Area (PTA). Both the City of Stafford and the Stafford PTA are expected to have very large growth in the median household incomes. The City of Stafford is forecasted to have an annual growth of 5.4% to reach a median household income of $64,995 in 2018. The Stafford PTA is forecasted to have an annual growth of 5.2% to reach a median household income of $60,765 in 2018.

(Source: ESRI)


2013 Median HH Income $51,250 $48,242 $49,570 $55,739 $48,105 $48,338 $53,757

2018 Median HH Income $64,995 $60,765 $59,811 $70,968 $60,523 $60,877 $68,903

Annual Median HH Income Growth 5.4% 5.2% 4.1% 5.5% 5.2% 5.2% 5.6%

22City of Stafford

Average Income

Average Household Income (Source: Catalyst, ESRI)

Average IncomeThe map above shows block groups shaded by average household income. The darker block groups indicate higher average household incomes.

The City of Stafford has an average household income of $67,539 and is expected to have significant growth, 3.4% annually, and reach $79,004 by the year 2018. The Stafford Primary Trade Area (PTA) currently has an average household income of $71,807, slightly higher than the City of Stafford. This average household income is also to have significant growth, reaching $85,428 by the year 2018, an annual growth of 3.8%.

(Source: ESRI)


2013 Average HH Income $67,539 $71,807 $62,924 $77,882 $69,551 $72,989 $85,064

2018 Average HH Income $79,004 $85,428 $72,887 $92,191 $82,791 $87,222 $101,740

Annual Average HH Income Growth 3.4% 3.8% -4.2% 3.7% 3.8% 3.9% 3.9%

23City of Stafford

3.4 Race and EthnicityFrom 2013 to 2018, ESRI forecasts an increase in diversity in the Stafford Primary Trade Area (PTA). The white and black populations will decrease in proportional size while the Asian, Some Other Race, Two or More Races, and Hispanic categories will increase in size. Other than white, Stafford has a higher proportion of blacks and Asians, than the Stafford PTA which has a larger proportion of Hispanics.

White Alone!Black Alone!American Indian Alone!Asian Alone!Pacific Islander Alone!Some Other Race!Two or More Races!

Race and Ethnicity

Race (Source: ESRI)

Hispanic (Any Race)!Non-Hispanic!

Ethnicity (Source: ESRI)

Race Stafford PTA 1 Miles 3 Miles 5 Miles 8 Miles 19 Miles

White Alone 34.5% 38.6% 33.2% 36.6% 36.9% 39.2% 47.0%

Black Alone 27.4% 25.6% 26.4% 27.4% 29.9% 25.9% 22.2%

American Indian Alone 0.6% 0.7% 1.1% 0.5% 0.6% 0.6% 0.6%

Asian Alone 23.9% 16.7% 20.7% 20.4% 15.7% 16.5% 14.4%

Pacific Islander Alone 0.1% 0.1% 0.0% 0.1% 0.1% 0.1% 0.1%

Some Other Race 10.0% 14.6% 15.4% 11.6% 13.3% 13.8% 12.0%

Two or More Races 3.5% 3.9% 3.2% 3.4% 3.7% 3.9% 3.7%

Race Stafford PTA 1 Miles 3 Miles 5 Miles 8 Miles 19 Miles

Hispanic (Any Race) 26.8% 39.0% 36.4% 30.3% 34.9% 37.3% 33.5%

Non-Hispanic 73.2% 61.0% 63.6% 69.7% 65.1% 62.7% 66.5%

Race and Ethnicity (Source: ESRI)

Race PTA 2013 PTA 2018

White Alone 38.6% 38.0%

Black Alone 25.6% 24.5%

American Indian Alone 0.7% 0.7%

Asian Alone 16.7% 17.6%

Pacific Islander Alone 0.1% 0.1%

Some Other Race 14.6% 14.9%

Two or More Races 3.9% 4.2%

Ethnicity PTA 2013 PTA 2018

Hispanic (Any Race) 39.0% 40.8%

Non-Hispanic 61.0% 59.2%

Race and Ethnicity (Source: ESRI)

24City of Stafford

Education3.6 EducationEducational attainment is reported for persons age 25 and older, as this is the traditional age by which most people have completed their formal education. However, a trend has developed in recent years for persons to return for schooling past age 25. Still, these figures provide a picture of the general educational level of the population. Educational attainment is usually associated with income. Education levels can also have a measurable impact on what types of products consumers buy and is a variable often included in retailer analyses.

The City of Stafford has a higher high school graduation rate than the Stafford Primary Trade Area (PTA) with 89.8% of residents being graduates of high school compared to the Stafford PTA’s residents at 76.7%. Stafford also has more residents with a college degree (41.4%) when compared to the Stafford PTA (34.0%), Texas (31.6%), and the USA (35.0%).

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Education (Source: ESRI)

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Educational Attainment Stafford PTA 1 Miles 3 Miles 5 Miles 8 Miles 19 Miles

College Graduate 41.4% 34.0% 24.4% 41.1% 34.9% 36.0% 44.0%

Some College 22.6% 19.2% 35.5% 19.7% 20.6% 19.8% 19.1%

High School Graduate 25.8% 23.6% 27.8% 22.9% 23.7% 22.9% 19.8%

Less than High School 10.2% 23.3% 12.3% 16.3% 20.8% 21.4% 17.1%

Educational Attainment Stafford Texas USA

College Graduate 41.4% 31.6% 35.0%

Some College 22.6% 21.5% 20.3%

High School Graduate 25.8% 26.2% 29.3%

Less than High School 10.2% 20.7% 15.4%

25City of Stafford

04Psychographics

PsychographicsThe 72-segment Community Tapestry system classifies U.S. neighborhoods based on their socioeconomic and demographic compositions. The versatility of Community Tapestry provides several methods of dividing the 72 Neighborhood segments into summary groups for a broader view of U.S. neighborhoods. There are 15 summary groups that include traditional geo-demographic factors, including family status, affluence, age, family status, ethnicity, and degree of urbanization.

Harlem GentryAfrican Americans in the U.S. are working is a wide range of occupations, including over 31,000 physicians, nearly 34,000 lawyers, over 26,000 chief executives, and 1,500 legislators. You are likely to find many of these white-collar workers living in the highly urban Harlem Gentry neighborhoods. These market segments are predominately home to well-off 30 something African Americans, who are married with some children of all ages. However, they also have a 50- percent-above-average level of households with single mothers. They’re median annual income range is in the

$50,000s and $60,000s, earned largely through salaries. These segments rank the lowest among the five Harlem Gateway segments on income from public assistance, though they are still slightly higher-than-the-national-average on this measurement. Along with a relatively high percent of white-collar jobs, these segments also show many blue-collar workers mixed in. Across the board these areas have an average percent of high-school and a below-average standing on college-education. Two occupations have a particularly strong showing: healthcare support services and protective services (both are over 50-percent-above-average). Other areas ranking above-average are transportation, office administration, and building maintenance.

White Collar StatusThe urban White-Collar Status neighborhoods prove that a lack of college education and an income range of less than $30,000 doesn’t equate to blue-collar occupations. In fact, this group of Urban Cliff Climbers,

Psychographics

Name Category Count % of HH

Harlem Gentry Harlem Gateway 84,071 11%

White Collar Status Urban Cliff Climbers 68,824 9%

Los Padres Espaniola 63,291 9%

Los Novios Espaniola 61,110 8%

Kindred Spirit Urban Cliff Climbers 56,746 8%

Upper East Side Harlem Gateway 44,375 6%

Sitting Pretty Urban Cliff Climbers 42,860 6%

Anos de Quincenera Espaniola 30,358 4%

Great Generations Married in the Suburbs 24,359 3%

American Knights Creme de la Creme 23,413 3%

0%!

2%!

4%!

6%!

8%!

10%!

12%!

Psychographic Profile (Source: STI, Catalyst)

26City of Stafford

which are home to people largely in their 20s and 30s and married-with-young-children, are employed in middle-class white-collar occupations, probably with a lot of room for advancement. They measure aboveaverage employment in several fields, including healthcare, protective services, food preparation, and grounds maintenance. With only high-school educations supporting them, this group of citizens keeps their heads-abovewater while they work their way up into higher-paying jobs by shopping for high-value with every purchase and making use of a higher-than-average level of public-assistance income.

Los PadresAs anyone who knows anything about Hispanic culture knows, family is very important to this demographic. In particular, parents are regarded as the kings and queens of their castles. The aptly named Los Padres (Spanish for “parents”) neighborhoods weight in with the second-largest percentage of children — which, of course, means there are many parents as well. In these highly urban Espaniola neighborhoods, the percentage of married-couple households is just below the national-norm; the level of single-female-parent homes is 25-percent-above-average; and (interestingly) the level of single-male-parent homes is more than 50-percent-aboveaverage. The children in the homes span all ages, but show the highest ranking in kids under-six (nearly 50-percent-above-average). This is obviously because of the residents’ relatively young age: The median age of Los Padres areas is in the 30s. The median household income in these areas is too broad to classify without misleading market researchers. But by looking at other factors, one can assume the income levels are lower than-average. These residents have two-and-a-half-times-average number of people with less-than-high-school educations. They also rank very high in four blue-collar occupations: farming/fishing/forestry (two-and-a-half-times-average), building maintenance (two-times-average), construction (over 50-percent-above-average), and production (over 50-percent-above-average). This group also shows a 50-percent to two times-average level of income from public-assistance. Los NoviosLos Novios neighborhoods are neighborhoods with the highest percentage of married-with-children households. So their Spanish name, which means “newlyweds” is a perfect fit. What’s more the median-age range of residents is in the lowest category — 20s and low-30s. Fittingly, these areas rank highest in children under six at nearly 75-percent-above-average. But they also have a 50-percent-higher-than-average level of kids six- to 13-years-old. While many of the residents are married, there are also above-average levels of single-parent households: with the highest level (interestingly) in single-male-with-children at over 75-percent-aboveaverage. The highly urban Los Novios areas share several demographics with their fellow Espaniola segments, including a high percent of residents without high-school educations (three-times-the national-average); median household incomes too broad to classify without misleading market researchers;

and high rankings on income from public-assistance (three-times-above-average). However, the residents also rank at an average level of income from their predominantly blue-collar jobs. They rank extremely high in five occupations: farming/fishing/forestry (a whooping seven-times-the-average), building maintenance (two-and-a-half-times-average), construction and production (both at nearly two-times-average), and transportation (about 75-percent-above-average).

Kindred SpiritKindred Spirits are home to people who keep America humming — because they are the ones doing the work, as well as their fair share of the spending. The residents of these Urban Cliff Climber neighborhoods are 20- to 30-years-old, married-with-children of all ages (but slightly more in the younger ranges), earning between $40,000 and $50,000, enjoying some years of college education, and employed in a cross-section of the nation’s middle-class occupations. These residents earn an income slightly above the national-average in a wide range of jobs, such as protective services, food preparation, personal care, sales, office administration, construction, and repair services. With kids to raise and relatively good incomes, Kindred Spirits no doubt enjoy a big slice of classic middle-class life.

Upper East SideResidents of Upper East Side neighborhoods may face greater challenges than most Americans, but you can’t say they aren’t trying. These Harlem Gateway areas are home to people in their 20s to low-30s, who rank at the national-average in income from salaries and wages. However, they also show about twoand-a-half-times-average-higher rate of public-assistance income. These residents are working at a wide variety of jobs, including an over two-times-average level of employment in healthcare services; nearly two-times-average in building maintenance; and over 50-percent-above-average in protective services, food preparation, and personal care industries. All in all their positions are categorized as white-collar, unlike the Lower East Side segments, which work in similar fields, but weight in as blue-collar. But with a 50-percent-higher-than-average-level of residents without high-school educations, and a median-salary range in the low-$30,000s or less, these residents may continue to carefully spend the money they bring home. Additional distinctions include a between 50-and-75-percent-above-average percentage who’ve never married; a well aboveaverage number of children; and a 50-percent-below-average number of married-couple households. Additionally, there is a 50-percent-higher-than-average percent of singlemale parents and nearly two-times-average number of single-female parent families. Sitting PrettyAmong the Urban Cliff Climbers neighborhoods that are home to the backbone of America’s workforce are the Sitting Pretty segments. This group is young (20s to 30s), but enjoying good income levels (between $50,000 and $60,000). Their relatively high earnings range comes from middle-

Psychographics

27City of Stafford

class white-collar jobs in several occupations, including management, protective services, personal care, sales, office administration, and repair services. Their higher than-average salaries keep them and their mostly newborn to 13-year-old children very comfortable in their urban abodes, in all probability surrounded by all of the creature comforts required to please all of the senses — from big-screen-high-def TVs to fully equipped SUVs. With good college educations and good jobs, the Sitting Pretty residents have earned their comforts they enjoy.

Anos de QuinceneraAmong the six predominantly Hispanic Espaniola market segments, two of them share the highest median age range — Anos de Quincenera is one of them. That fact, combined with the fact that these areas are home to the largest percent of married-with children families, has given the segment its name, which is a Spanish term that means “parents with daughters coming of marriage age.” As a result, with older children under their roofs, these residents may very likely be at the peak of their purchasing years. While the median household income of the areas is too broad to classify without misleading market researchers, one indicator in particular points to the lower-end of the income scale: Residents living in these areas are seeking public assistance at a rate of over-50-percent-above-average. Bolstering this assumption are the facts that these areas rank as blue-collar, and show only some high-school education, but very little higher education. In fact, the highly urban neighborhoods ranks at a nearly two-times-average-level of resident without high-school degrees. The largely urban Anos de Quincenera areas show an average-level-of-income from wages/salaries, with particularly high standings in building maintenance (over-50-percent-above-average) and transportation (over-25-percent-above-average).

Great GenerationsLiving happily in the land that previous generations created as an escape from city life — including large rambling homes on an acre or two of land — are the Great Generations suburban segments. They are home to Americans who are able to enjoy all that suburban life has to offer thanks to their college educations (ranking at rank 75-percent-above-averge) and well-paying white-collar careers. The Great Generations good-life in all likelihood includes a never-ending source of new toys, the latest fashions, and other high-life material possessions. The residents of these Married in the Suburbs segments earn incomes in the $70,000s and $80,000s. While a high percent of the income comes from their salaries in management, professional, and sales jobs, they also earn well above the national average in interest/dividend income. Great Generations are also home to a slightly-above-average level of people earning self-employment income. These 30-year-olds are overwhelmingly married and raising a slightly-above-average number of children of all ages, from babies to 17-year-olds — and will no doubt pass on their comfortable-living legacy to their kids.

American KnightsAmerican Knights are the “youngsters” of the highly urban Crème de la Crème category of neighborhood segments. Not only is the median age range in the 20s and 30s, but also these areas have an above-average number of children below the age of six. These characteristics correlate to the higher-than-average number of married-with-children-under-18 households. Though young, these urban neighborhoods are home to higher-than-average number of earners in white-collar management and professional occupations. These mostly college-educated residents enjoy incomes in the $70,000s and $80,000s, largely from salaries and wages. They also earn incomes at a slightly-higher-than-average level from interest/dividends. However, unlike many other Crème de la Crème neighborhoods, who have higher self-employment income levels, the American Knights residents are just at the national average in this measurement.

Psychographics

28City of Stafford

05Market Demand

Market Demand

Market DemandThe following tables show demand broken down by distance. Each band is mutually exclusive. For instance the 3 - 5 mile band only is taking into account demand and supply within that band and does not include the demand and supply within the 0 - 3 mile band.

To be conservative a capture rate from 10% to 90% was applied to each

category depending upon the type of use and what would be reasonable to expect Stafford to be able to service. Currently, Catalyst estimates that the City of Stafford has the potential to capture approximately 933,452 square feet of demand.

The Furniture Store industry has been hurt recently by declines in disposable income, homeownership rates, and increases in competition. From 2008 to 2013, the annual revenue growth for this industry was 0.0%.

From 2013 to 2018, the annual revenue growth for this industry is expected to be 2.1%.

Category 0 - 3 Miles 3 - 5 Miles 5 - 10 Miles Total (SF)

Home Furnishings Stores - 1,639 6,720 8,359

Demand Summary Demand (SF)

0 - 3 Miles 344,281

3 - 5 Miles 74,197

5 - 10 Miles 514,973

Total Demand (SF) 933,452

This industry has profited from the reduced incomes in the last few years and the subsequent aging of automobiles on the road due to reluctance to buying new vehicles. Pent up replacement tire demand from the recession

has given this industry a boost in the last few years. From 2008 to 2013 the annual revenue growth for this industry was 1.8%.


Auto Parts, Accessories & Tire Stores - 7,331 11,593 18,924

29City of Stafford

The Electronics & Appliance stores industry has been hurt recently by declines in disposable income and online purchases. From 2008 to 2013, the annual revenue growth for this industry was -4.6%. 96% of the

industry’s revenue is reported by Best Buy, Apple, Fry’s, and RadioShack.


Electronics & Appliance Stores - - 3,598 3,598

The Building Material and Supplies Dealers industry is on the rise as more people are becoming homeowners have more disposable income that can be spent on remodeling their home. From 2008 to 2013, the annual

revenue growth for this industry was 0.5%.


Bldg Material & Supplies Dealers - - 50,628 50,628

The Lawn & Garden Equipment & Supply Stores industry is expected to continue the trend of declining revenue over the next five years as consumers look towards home improvement stores as a one stop shop.

From 2008 to 2013, the annual revenue growth for this industry was -2.0%.


Lawn & Garden Equip & Supply Stores - 10,946 3,862 14,808

The Grocery industry will slowly be growing and recovering from the recent economic downturn as consumers with more disposable income will increase purchases of name brand items. From 2008 to 2013, the annual

revenue growth for this industry was -0.4%.


Grocery Stores 140,661 - - 140,661

The Specialty Food Stores industry is expected to grow as disposable incomes of consumers grow, but larger grocery stores that function as a one stop shop will continue to impede growth. From 2008 to 2013, the

annual revenue growth for this industry was 0.1%.


Specialty Food Stores 3,945 331 6,296 10,571

As consumer incomes rise, Beer, Wine & Liquor Stores will face competition from restaurants and bars as consumers choose to spend their money out, rather than drinking at home. From 2008 to 2013, the revenue growth for

this industry was 3.2%.


Beer, Wine & Liquor Stores - 2,800 4,073 6,874

The Health & Personal Care Stores industry is expected to grow with the aging population, product innovation, and increased sales of name brand items as disposable incomes increase. From 2008 to 2013, the annual

revenue growth for this industry was 1.3%.


Health & Personal Care Stores - 7,929 - 7,929

30City of Stafford

The Gasoline Station industry is expected to continue to grow as consumers with more disposable incomes are driving more. From 2008 to 2013, the annual revenue growth for this industry was 0.8%.


Gasoline Stations - - 33,703 33,703

As with many soft goods, as disposable incomes increase, so will spending in the Clothing Store category. From 2008 to 2013, the annual revenue growth for this industry was 0.4%.


Clothing Stores 65,503 - - 65,503

As with many soft goods, as disposable incomes increase, so will spending in the Shoe Stores category. From 2008 to 2013, the annual revenue growth for this industry was 1.8%.


Shoe Stores 30,734 - - 30,734

Demand for luxury accessories is expected to increase spending in the Jewelry, Luggage, and Leather Goods categories. From 2008 to 2013, the annual revenue growth for this industry was 0.5%.


Jewelry, Luggage & Leather Goods Stores 2,313 - - 2,313

Small, independent retailers in these industries are finding it hard to compete with better merchandised, super-stores. The retailers in the super-store category will continue to do well. From 2008 to 2013, the

annual revenue growth for this industry was -0.8%.


Sporting Goods/Hobby/Musical Instr Stores 2,311 - 5,585 7,896

As technology increases its presence in our modern lives, this industry will continue to decline in growth. From 2008 to 2013, the annual revenue growth for this industry was -2.8%.


Book, Periodical & Music Stores 6,174 2,468 6,511 15,152

As disposable incomes increase, so will spending on soft goods and luxury items. This category isn’t in the clear though, as online retailers will give the brick and mortar retailers stiff competition. From 2008 to 2013, the annual

revenue growth for this industry was -1.2%.


Department Stores Excluding Leased Depts. 52,510 - 13,852 66,361

31City of Stafford

Growth in this category will continue to grow as consumers watch their dollar and spend more at one stop shops, rather than specialty retailers. This category capitalized on the recession by offering goods at a discount.

From 2008 to 2013, the annual revenue growth for this industry was 4.7%.


Other General Merchandise Stores - - 246,109 246,109

Florist shops are hurting from the increase of consumers purchasing flowers and arrangements at grocery stores and general merchandise stores. These one stop shops generally offer a similar product at a discount. From

2008 to 2013, the annual revenue growth for this industry was -0.4%.


Florists 1,174 1,324 831 3,329

Increased spending by businesses, due to a recovering economy, is a probable cause for the growth in the Office Supply category. Similar to office supplies, Stationery and Gift stores will From 2008 to 2013, the

annual revenue growth for this industry was -0.4%.


Office Supplies, Stationery & Gift Stores - 2,376 2,809 5,185

The demand for used goods was up during the recession but is expected to decline as disposable incomes increase. From 2008 to 2013, the annual revenue growth for this industry was 5.1%.


Used Merchandise Stores 4,537 6,061 23,842 34,440

This category includes Pet Stores, Art Dealers, Manufactured Home Dealers, and Small Specialty Retail Stores. From 2008 to 2013, the annual revenue growth for this industry was 1.3%.


Other Miscellaneous Store Retailers 8,922 4,540 21,306 34,768

As consumer spending increases, restaurant spending will also increase. From 2008 to 2013, the annual revenue growth for this industry was 2.3%.


Full-Service Restaurants - 9,708 19,380 29,088

This category includes Coffee Shops and Fast Food Restaurants. As consumer spending increases, Fast Food and Coffee spending will also increase. From 2008 to 2013 the annual revenue growth for this industry

was 1.0%.


Limited-Service Eating Places 25,499 10,264 53,200 88,963

32City of Stafford

This category includes Food Service Contractors (cafeterias, event food, and institutional food), Caterers, and Street Vendors. The largest growth component of this industry code is the soaring popularity of Food Trucks.

From 2008 to 2013 the annual revenue growth for this industry was 1.7%.


Special Food Services - 749 195 945

This industry is still recovering from the tight wallets of the recession, and will continue to do so over the next five years. From 2008 to 2013, the annual revenue growth for this industry was 0.0%.


Drinking Places - Alcoholic Beverages - 5,731 879 6,610

Stafford, TexasRings

0 to 3 Miles

3 to 5 Miles

5 to 10 Miles

Band Map (Source: Catalyst)

(Source: Catalyst, ESRI, IBISWorld)

33City of Stafford

06Target Area Redevelopment Strategy

Target Area Redevelopment Strategy

The IslandThe Island is an area of Stafford that is bounded by N Main Street to the north, Present Street to the east, S Main Street to the south, and Avenue A to the west. This district is approximately 1 mile in width and is approximately 375 feet tall (north-south). This district is where Stafford City Hall is located.

The Island is home to mostly industrial uses though there is a Jack in the Box and Church’s Chicken on the west end of the district as well as a True Value in the center of the district.

This area benefits from very high traffic counts along Highway 90A with a count of 44,000 vehicles per day (VPD) on the west end (east of Murphy Road) and 52,000 VPD towards the eastern end of the district (west of Avenue I).

Catalyst’s recommended strategy for this area would be to cluster multiple restaurants on one property as a restaurant will generate $300 to $550+ in sales per square foot whereas a traditional retailer will usually generate $300 in sales per square foot. Restaurants are a good economic strategy when aggregating land for a larger property is impractical. Another option for this district would be a small format grocer, such as an Aldi, or another small box retailer around 15,000 square feet. To aggregate properties in this area with multiple owners is a very large task and if the city were to try a mixed use district it would require form based code and strong political will.

Avenue B

Mu

rp

hy

Rd

Sta

fford

Rd

N Main St

S Main St

44,000 VPD

31,877 VPD

52,000 VPD

7,94

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Aven

ue IA

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ue H

Aven

ue FAvenue E

Avenue D

Island Aerial (Source: Catalyst)

^N0 ft 850 ft

34City of Stafford

07Sales Comps

Sugar Land Sales Comps

Sugar Land Sales CompsFor this task, Catalyst examined land in the 1/2 acre to 2 acre range in the region. Currently there are 39 properties matching criteria for sale.

These properties range in price from $75,000/acre or $1.72/square foot to $1,110,780/acre or $25.50/square foot. The average price is $380,811/acre or $8.74/square foot. Details of these 39 properties can be seen below.

Building Address/Reference Sale Price Land Area (AC) Land Area (SF) Price/Acre Price/SF

4201 Highway 6 Hwy $2,221,560 2.0 87,120 $1,110,780 $25.50

US 90A Hwy @ Highway 6 $1,095,647 1.1 49,802 $958,320 $22.00

US 90A $1,435,999 1.7 71,874 $870,302 $19.98

US 90A $1,489,338 1.8 78,408 $827,410 $18.99

Tx-6 $885,139 1.3 55,321 $696,960 $16.00

Highway 6 $850,000 1.4 59,677 $620,438 $14.24

0 Sugar Creek Blvd $2,646,705 4.3 189,050 $609,840 $14.00

1124 Soldiers Field Ct $676,039 1.2 50,094 $587,860 $13.50

FM 1464 @ Airport Blvd $671,281 1.2 51,836 $564,102 $12.95

11900 FM 1464 $671,281 1.2 51,836 $564,102 $12.95

FM-1464 @ W Airport Blvd $671,281 1.2 51,836 $564,102 $12.95

Commerce Green Blvd $890,000 1.7 74,052 $523,529 $12.02

SEC W Bellfort Ave & Barrington Place Rd $699,120 1.3 58,262 $522,707 $12.00

13000 Dairy Ashford Rd $884,254 2.0 88,514 $435,164 $9.99

12935 Diary Ashford Rd $852,469 2.1 89,734 $413,820 $9.50

12935 Dairy Ashford Rd $1,607,364 4.1 178,596 $392,040 $9.00

7500 US 90A $958,320 2.7 118,048 $353,624 $8.12

0 Dairy Ashford Rd $1,219,680 3.5 152,460 $348,480 $8.00

W Park One & E Bournewood Dr $597,250 1.9 80,586 $322,838 $7.41

Julie Rivers Dr $731,808 2.4 104,544 $304,920 $7.00

1300 Block Of Eldridge $300,000 1.0 43,116 $303,092 $6.96

810 N Park Two Dr $433,000 1.5 66,211 $284,868 $6.54

Julie Rivers & Dairy Ashf Rd $450,000 1.7 71,874 $272,727 $6.26

35City of Stafford

Building Address/Reference Sale Price Land Area (AC) Land Area (SF) Price/Acre Price/SF

Julie Rivers Dr $1,233,070 4.7 205,560 $261,299 $6.00

1124 W Park One Dr $269,000 1.0 44,867 $261,165 $6.00

Jess Pirtle & Gillingham Ln $375,000 1.5 63,428 $257,537 $5.91

108 Crabb River Rd $750,000 2.9 128,066 $255,102 $5.86

12803 Park One Dr $310,583 1.2 54,014 $250,470 $5.75

12000 Dairy Ashford $618,661 2.5 107,593 $250,470 $5.75

16287 Bissonnet St $408,388 1.7 74,052 $240,228 $5.51

W Airport Blvd $457,380 2.0 87,120 $228,690 $5.25

10119 Belknap Rd $230,000 1.0 44,431 $225,490 $5.18

NE Sue Lane & Belfort Ave $135,000 0.6 26,572 $221,311 $5.08

13271 Townewest Blvd $590,000 2.7 117,612 $218,519 $5.02

12651 Cardinal Meadows Rd $608,004 3.1 136,778 $193,632 $4.45

12926 Dairy Ashford Rd $721,614 3.9 169,793 $185,129 $4.25

4709 Pecan Grove Rd $598,950 5.0 217,800 $119,790 $2.75

940 Eldridge Rd $90,000 0.8 34,412 $113,924 $2.62

16300 Boss Gaston Rd $75,000 1.0 43,560 $75,000 $1.72

Pad Site Comparables (Source: CoStar)

36City of Stafford

08Existing Retail

Existing Retail

Merchant MatrixIn an effort to better understand the retail potential of the Primary Trade Area (PTA), Catalyst completed a comprehensive scan of the existing retailers within Stafford and a 3 mile radius from Murphy Road and Cash Road. Data included the use by category and location. Further analysis of the Catalyst Merchant Matrix allows for deeper insight into the distribution of uses of the retail market within the PTA. The results paint the picture of the retail categories which exist and are oversaturated, under supplied or void of representation. This data is useful in developing a clearer understanding of what types of retail are existing in the market, as well as, what types of retail are missing in the market for one reason or another. From the data compiled, Catalyst can begin to formulate a game plan as to which retail categories should be considered further. Categories which already have optimal market penetration and those which appear to be oversaturated should be evaluated further to determine if these uses should be eliminated from consideration. Void or underrepresented categories are evaluated based upon factors such as alignment with the vision of the city, co-tenancy, demand/leakage analysis and demographic and psychographic profiles within the study area.

The following categories have more than ten stores represented in the study area:• Convenience Store - 48 stores• Automotive Service - 40 stores• Financial/Tax Service - 29 stores• Insurance - 29 stores• Hotel - 18 hotels• Restaurant - Fast food - Burger - 18 stores• Wireless Store - 15 stores• Hair Cutter/Salon - 14 stores• Bank - 12 banks• Check Cashing/Pawn/Thrift - 11 stores• Grocery - 11 stores

• Restaurant - Sandwich/Deli - 11 stores• Home Furnishings - 10 stores• Pharmacy - 10 stores

Retailer Map (Source: Catalyst)

37City of Stafford

Existing RetailCategory Count

Apparel - Discount - 448140 7

Apparel - Menswear - 448110 1

Apparel - Womens - 448150 - 448120 2

Apparel Retail - 448110 7

Apparel Retail - Childrens - 448130 2

Automotive - Rental - 532111 3

Automotive Service - 447190 40

Bank - 522110 12

Bed & Bath & Linen Store - 423220 1

Check Cashing/Pawn/Thrift - 522390 11

Computer & Software Retailers - 443120 1

Consumer Electronics Retail - 443112 3

Convenience Store - 445120 48

Dance Studio - 611610 1

Discount Department Store - 452111 1

Dollar/Variety Stores - 452990 6

Dry Cleaning/Laundry - 812320 - 812310 4

Entertainment - 71 3

Financial/Tax Service - 523930 - 541213 - 541211 29

Floor Covering - 442210 1

Florist - 453110 1

General Merchandise Stores - 452910 1

Grocery - 445110 11

Hair Cutter/Salon - 812112 14

Hardware/Home Improvement - 444130 - 444110 6

Health & Beauty Care Locations - 453998 7

Health Clubs/Gyms - 713940 6

Hobbies/Craft/Art Supplies - 453998 - 451120 1

Home Furnishings - 442210 - 442291 10

Hotel - 721110 18

Household Appliance - 443111 1

Insurance - 524210 29

Jewelry - 448310 2

Liquor stores - 445310 5

Medical - 621111 - 621112 - 621493 1

Medical - Family Practice - 621111 1

Medical - Other - 621111 1

Medical - Post Acute - Rehabilitation - 621493 2

Movie Theater - 512131 1

Music/Video - 443111 1

Nail Salon - 812113 5

Nursery - 111411 - 111412 - 444220 1

Office - Other - 523120 - 531120 - 522310 3

Office - Real Estate Company - 531210 1

Office Products/Stationary - 322231 2

Category Count

Optical Retailer - 446130 - 621320 3

Other 6

Outdoor/Pool/Patio - 337124 - 453998 1

Paint & Wallcoverings store - 444120 2

Pet Store - 453910 1

Pharmacy - 446110 10

Photocopy/Printing - 323114 5

Photofinishing/Portrait Studios - 812921 - 541921 2

Postal retail - 561431 4

Rental Centers - 532310 2

Restaurant - American - 722110 3

Restaurant - Asian - 722110 2

Restaurant - Bakery - 722110 8

Restaurant - Bar/Nightclub - 722410 4

Restaurant - Barbecue - 722110 - 72211 3

Restaurant - Burgers - 722110 3

Restaurant - Cajun - 722110 2

Restaurant - Caribbean - 722110 1

Restaurant - Casual Dining - 722110 1

Restaurant - Coffee - 722211 2

Restaurant - Deli - 722110 3

Restaurant - Dessert - 722110 1

Restaurant - Diner - 722110 3

Restaurant - Fast Casual - 722110 1

Restaurant - Fast Food/QSR - local - 722110 1

Restaurant - Full service/Sit Down - Steak - 722110 2

Restaurant - Indian - 722110 1

Restaurant - Limited Service & Fast food - Burger - 722211 18

Restaurant - Limited Service & Fast food - Chicken - 722211 9

Restaurant - Limited Service & Fast food - Mexican - 722211 1

Restaurant - Limited Service & Fast food - Pizza - 722211 1

Restaurant - Mexican - 722110 3

Restaurant - Pan-Asian - 722110 1

Restaurant - Pizza - 722110 - 722211 4

Restaurant - Salads - 722110 1

Restaurant - Sandwich/Deli - 722110 - 722111 11

Restaurant - Wings - 722110 1

Shoe Store - 448210 5

Sign Company -339350 - 541890 1

Sporting Goods Store - 451110 4

Tailor / Alterations - 811490 1

Tax and Investment Services - 541213 - 523930 5

Tobacco - 453991 1

Wireless Store - 443112 15

Grand Total 486

38City of Stafford

09Traffic Counts

Traffic CountsAs expected, Interstate 69/US Highway 59 has the highest counts in Stafford. The counts increase when traveling southwest to northeast along this roadway. A count of 219,640 vehicles per day (VPD) is west of Alpine Road and at the northeast end of this roadway in Stafford is a count of 245,168 VPD east of Nations Boulevard.

The next highest count roadway in Stafford is Highway 90A/Main Street. Just east of Interstate 69/US Highway 59 is a count of 57,000 VPD. Traffic flows remain consistent while moving through this corridor. 52,000 VPD were counted east of Dulles Avenue and the same count number of vehicles were counted east of Avenue H on the east side of The Island.

Murphy Road had a traffic count of 40,026 VPD, south of Mula Road in central Stafford. Murphy Road, W Airport Boulevard, and FM 1092 all had multiple counts above 30,000 VPD ranging from 32,000 VPD on Murphy Road north of Nations Boulevard to 37,703 on W Airport Boulevard west of US Highway 59.

A map of the locations of the traffic counts can be seen on the next page.

Traffic Counts

Roadway Count Source

US Highway 59, e of Nations Blvd 245,168 MPSI

US Highway 59, w of Kirkwood Rd 222,940 MPSI

US Highway 59, w of Alpine Rd 219,640 MPSI

US Highway 59, w of W Airport Blvd 192,420 MPSI

Highway 90A/Main St, e of US Highway 59 57,000 TxDOT

Highway 90A/Main St, e of Avenue H 52,000 TxDOT

Highway 90A/Main St, e of Dulles Ave 52,000 TxDOT

Highway 90A/Main St, e of Avenue A 44,000 TxDOT

Murphy Rd, s of Mula Rd 40,026 MPSI

W Airport Blvd, w of US Highway 59 37,703 MPSI

FM 1092, n of Avenue E 37,000 TxDOT

Murphy Rd, n of W Airport Blvd 36,273 MPSI

FM 1092, n of Highway 90A 33,000 TxDOT

Murphy Rd, n of Nations Blvd 32,000 TxDOT

Avenue E, w of Highway 90A 26,671 MPSI

Dulles Ave, s of S Main St 24,860 MPSI

S Kirkwood Rd, s of US Highway 59 23,731 MPSI

W Airport Blvd, e of US Highway 59 18,804 MPSI

S Kirkwood Rd, n of US Highway 59 18,438 MPSI

S Kirkwood Rd, n of S Main St 18,103 MPSI

Staffordshire Rd, e of 5th St 14,649 MPSI

W Airport Blvd, e of Murphy Rd 14,052 MPSI

Greenbriar Dr, w of Murphy Rd 12,871 MPSI

Cash Rd, e of Murphy Rd 9,011 MPSI

W Airport Blvd, w of Murphy Rd 8,810 MPSI

39City of Stafford

Traffic CountsStafford, Texas

Murphy R

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Main St

Cash Rd

Mula Rd

W Airport Blvd

S Ki

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Rd

Traffic Count Map (Source: Catalyst)

Traffic Counts

40City of Stafford

10Stakeholder Interviews

Stakeholder Interviews

Stakeholder InterviewsPart of the retail process is to qualitatively asses the needs and wants of the citizens, property owners, city staff, and local stakeholders. Below is a summary of each of those meetings.

Police• The city is safe as a whole. The city is exploring technology to address

crime and gain efficiencies and effectiveness to deter crime.• The biggest need they hear is for a grocery store. Walmart in Missouri

City is an option due to quality of store. Wished Chick-fil-A had a sit down option (drive thru only)

• McDonald’s is also a request of the citizens. The newest one went to Missouri City.

• The city has done a good job improving the appearance of the “Island Area.”

• The “Island Area” should be themed.

Finance• Sales tax is 40-45% of the city budget and less than 9% is from

manufacturing.• The city monitors business trends• The city could support a healthy grocer, like Whole Foods and coffee

shop like Starbucks.• If residents shop outside of Stafford, the likely choice is Sugar Land,

Galleria, or online.• Inside Stafford the Fountains area has a lot to offer.

Planning and Engineering• Target uses include grocery, drug, restaurants and Starbucks.• The recent housing permits have been greater than $300,000.• The staff is working on a database of “open property” for future

redevelopment.• The city is working with a consultant to conduct a community wide

comprehensive plan to integrate into the retail strategy.

Mayor• The city has always had a strength in auto related services.• The city has not attracted the big-box retail that Sugar Land has due

to single owner versus multiple owner.• The citizen feedback is that they do not need more automotive uses,

check cashing, or pawn shops.• Stafford evolved from primarily “mom and pop” stores in the 50’s

and 60’s, to a commercial community, in the 70’s, with the arrival of Texas Instruments.

• The migration towards US 59 from FM 1092 contributed to the slight decline of an emerging primary retail district.

• Since 1995 majority of the Stafford Economy has been 95% north of the tracks and about 5% south of the tracks.

• Hundreds of millions of dollars worth of improvements to US 90A has increased interest in the development of the US 90A corridor yet very few certificates of occupancy have occurred since early 2008.

• The overall image of the city may be one of the primary factors for a lack of business retention, and the loss of business to neighboring cities.

• After benchmarking Stafford’s retail performance by using monthly sales reports, we believe that the most successful retailers in Staf-ford are Wal-mart, Sam’s, several auto supply stores, and restau-rants, particularly Pappadeaux. We believe the primary attribution to the success of our retailers is our daytime workforce as well as the mobility in and out of the City, which attracts many potential purchasers.

• Stafford is in need many types of businesses including a grocery

41City of Stafford

store, drug store, and those retail establishments, which will make Stafford residents and Stafford workers, have access to their basic needs. • The City does not have any specific enticements for retail except the “zero property tax”, excellent police and fire protection, and a very active

mobility in and through the City.• The City of Stafford would not support any business which would diminish or demean the image of the City. It is absolutely critical that anything

working in cross purpose with that would not be welcome. • Academy, McCoy, Off Saks Fifth Avenue, and a host of other businesses came to the City but found the “bright lights” of either Houston or Sugar

Land more enticing or appealing. Their objections or stated issues were that the City needed a cleaner and more enticing profile. Over the past five years, this has been one of our major goals and successes.

Citizen Input• Stafford’s strengths are its regionality, hospitals, highways, commercial tax base, great employment. You can travel to anywhere in Houston within

15 to 20 minutes.• The residents need more grocery options.• Stafford has too many hotels.• Stafford residents need a place for senior citizens to retire.• The elimination of property tax places a disadvantage to residents because city investment in its neighborhoods does not have a direct return on

investment. The city is disincentivized to promote residential. You need the residential to attract quality retail and amenitize workforce.• Stafford should pursue strategic industries• The biggest issues are TI property, redevelopment sites, and in-fill development.• Address rental property issues.

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Market Analysis :[HHVYK ;L HZb3910363c442be3c0927... · area delineation, demographic analysis, psychographic analysis, market demand, target area redevelopment strategy, drive time