TidewaterBiz: Hampton Roadsdigital.dailypress.com/tidewaterbiz/resources/... · Major department store credit card 261,518 18.0% Other MasterCard 258,775 17.8% Discover 170,450 11.7%

TidewaterBiz.com

TidewaterBiz: Hampton Roads Spring Market Report

Produced by TidewaterBiz.com April 2013

7505 Warwick Blvd, Newport News, VA 23607

TidewaterBiz.com

Hampton Roads Market Demographic Information

2 | TidewaterBiz: Hampton Roads Spring Market Report | Source: Scarborough Research 2012, Rel. 1.

Hampton Roads: proper noun \ˈham(p)-tən\\ˈrōds\ geographical name referring to southeast Virginia near the James and Elizabeth rivers within the Chesapeake Bay watershed.

Hampton Roads is defined by many counties and independent cities. To keep it simple, we refer to Hampton Roads as the Norfolk/Portsmouth/Newport News Designated Market Area (Chesapeake, Hampton, Gloucester County, Isle of Wight County, James City County, Mathews County, Newport News, Norfolk, Portsmouth, Suffolk County, Surry County, Virginia Beach, Williamsburg, York County, Eastern Shore and the Outer Banks).

There are 1.5 million adults in Hampton Roads.

Hampton Roads Base Pop Base %Total Adults 1,455,905 100.0%

Sex of respondentMen 708,155 48.6%Women 747,750 51.4%

Age of respondent summariesAdults 18 - 34 466,324 32.0%Adults 35 - 49 373,306 25.6%Adults 50 or older 616,275 42.3%

Marital statusMarried 784,266 53.9%Never married (single) 415,553 28.5%Widowed 96,182 6.6%Legally separated 30,593 2.1%Divorced 129,311 8.9%

Number of children in householdOne or more 574,918 39.5%None 880,987 60.5%

Level of educationHigh school graduate (12th grade or GED) or less 616,210 42.3%

Some college (1-3 years-not Graduate or AA/Associates)491,700 33.8%

College graduate (4 year college) 179,719 12.3%Some post graduate (no advanced degree) 50,777 3.5%Post graduate degree 117,499 8.1%

Employment statusEmployed full-time (35 hours or more) 673,429 46.3%Employed part-time (less than 35 hours) 218,402 15.0%Not employed 564,074 38.7%

Household IncomeAverage household income $69,722 4.8%

Home ValueAverage market value of owned home $257,070 17.7%

TidewaterBiz.com

MARKET FINANCES Hampton Roads

| TidewaterBiz: Hampton Roads Spring Market Report 3

TidewaterBiz.com

Professional Services Used by Households (Past 12 Months)

44% of market adults have used a professional service in the past year.


Professional Services Base Pop Base %Total Adults 1,455,905 100.0%

Financial planner 189,848 13.0%Check cashing 177,820 12.2%Stockbroker 109,884 7.5%Online investing/stock trading 107,274 7.4%Accountant 92,826 6.4%Other attorney 90,099 6.2%Wire transfer 84,774 5.8%Real estate agent to buy or rent a home 59,282 4.1%Travel agent 59,092 4.1%Real estate agent to sell a home 40,981 2.8%Bankruptcy attorney 28,588 2.0%Tutoring service 24,381 1.7%Cash advance or title loan shop 21,516 1.5%Personal injury attorney 19,913 1.4%Funeral pre-planning 17,494 1.2%

TidewaterBiz.com

Household Investments Held

More than 720,000 market adults have a household investment.


51% of market adults do not have any household investments.

Investments Household Has Base Pop Base %Total Adults 1,455,905 100.0%

Stocks or stock options 379,891 26.1%Mutual funds 364,989 25.1%Money market funds 275,231 18.9%Bonds 227,925 15.7%Other security or investment 168,276 11.6%Second home or real estate property 115,856 8.0%

TidewaterBiz.com

Credit Cards Used (Past 3 Months)

Three out of four market adults have used a credit card

in the past 90 days.


Credit Cards Used Base Pop Base %Total Adults 1,455,905 100.0%

Other VISA 546,214 37.5%None 370,392 25.4%VISA Gold/Platinum 349,938 24.0%MasterCard Gold/Platinum 268,541 18.4%Major department store credit card 261,518 18.0%Other MasterCard 258,775 17.8%Discover 170,450 11.7%Gasoline credit card 92,001 6.3%American Express Gold/Platinum 78,847 5.4%Other American Express 74,526 5.1%Other major credit card 53,805 3.7%

TidewaterBiz.com

MARKET SHOPPING Hampton Roads


TidewaterBiz.com

Average Amount Spent on Household Items (Past 12 Months)


Average Amount Spent on Household Item Amt

Furniture $932.80Carpeting or floor covering $856.90Mattress $773.14Television $668.72Hardware, building, paint, lawn, garden items $383.93Draperies, blinds, other window treatments $274.18Stereo equipment/home music system $248.44Camera or accessories $215.45Cosmetics, perfumes, or skin care items $130.62

Market households spend the most on

furniture, followed by carpeting and flooring.

TidewaterBiz.com

Items and Services Households Plan to Purchase in the Next 12 Months


Items/Services Household Plans to Buy Base Pop Base %Total Adults 1,455,905 100.0%

Mattress 231,802 15.9%Furniture 220,876 15.2%Major appliance 150,018 10.3%Computer 126,080 8.7%Tablet PC (iPad, Galaxy, Xoom, etc.) 111,667 7.7%Digital camera 86,387 5.9%High-definition television (HDTV) 84,886 5.8%Smartphone (BlackBerry, Droid, iPhone, etc.) 71,063 4.9%Energy saving appliance 64,326 4.4%Blu-ray disc player 49,694 3.4%Pest control service 46,777 3.2%Motorcycle 40,476 2.8%eReader (Kindle, Sony Reader, etc.) 39,947 2.7%MP3 player (iPod, Zune, etc.) 36,323 2.5%Video game system 36,101 2.5%DVD player (excluding Blu-ray) 30,595 2.1%Home security system 28,956 2.0%Pool, hot tub, or spa 24,360 1.7%Wireless/cell phone service 22,914 1.6%Primary house or condo -- existing construction 22,482 1.5%Digital Video Recorder (TiVo, etc.) 22,125 1.5%Primary house or condo -- new construction 18,407 1.3%RV (motor home) 13,237 0.9%Office in the home 12,688 0.9%HD Radio 12,623 0.9%Satellite TV subscription 12,337 0.8%Powerboat 9,830 0.7%VoIP (Vonage, Skype, MagicJack, etc.) 9,204 0.6%Second home 7,742 0.5%Personal watercraft 5,760 0.4%Mobile home or manufactured housing 5,291 0.4%ATV (all-terrain vehicle) 4,131 0.3%Satellite radio (Sirius XM) 3,784 0.3%

More than 220,000 market households plans to buy a mattress or furniture in the next year.

TidewaterBiz.com

Items Shopped for on the Internet (Past 12 Months)


Items Shopped for on the Internet Base Pop Base %Total Adults 1,455,905 100.0%

Clothing or accessories 469,204 32.2%Books 427,486 29.4%Airline tickets 378,842 26.0%Other travel reservations (hotels, auto rental, etc.) 267,115 18.3%Consumer electronics 251,439 17.3%Music files (iTunes, Napster, etc.) 246,847 17.0%Home accessories 223,295 15.3%Mobile device apps 215,540 14.8%Toys or games 213,281 14.6%Computer hardware/software 207,869 14.3%Health and beauty items 204,283 14.0%Movie tickets 197,073 13.5%Office supplies 156,253 10.7%Sports logo apparel 155,179 10.7%Other product or service 151,779 10.4%Furniture/home furnishings 142,865 9.8%Vehicle (car, truck, SUV, etc.) 138,463 9.5%Medicine/prescriptions 131,538 9.0%Pet supplies 127,407 8.8%Flowers 114,182 7.8%Insurance 107,788 7.4%CDs (compact discs) 106,672 7.3%Groceries, candy, or other food items 100,689 6.9%Cultural event tickets 97,438 6.7%Sporting event tickets 79,889 5.5%Wine 65,665 4.5%

Two thirds of market adults shopped online in the past year.

TidewaterBiz.com

COMMUNITY PROFILES

Hampton Roads


TidewaterBiz.com

Hampton Community Profile

Hampton’s mix of history, entertainment and shopping make it an eclectic place to live, work and play. Hampton’s largest shopping area, Coliseum Central Business Improvement District, includes the Hampton Coliseum, Peninsula Town Center and the Power Plant development as well as numerous restaurants and hotels. The area is easily accessible from Interstate 64. One of Hampton’s oldest assets is poised to become an even larger attraction in the upcoming years. Fort Monroe was named the nation’s 396th National Park Service monument by President Barack Obama in November 2011. The Fort Monroe Authority and park service continue to schedule events at the more than 500-acre site which features a small village of historic buildings, a moated area with views of the Chesapeake Bay, a yacht club and several beaches. The former military base is on Hampton’s southeast side, just below Phoebus and Buckroe. Those neighborhoods are expected to benefit from the influx of visitors expected to visit Fort Monroe. The fort is also a reminder of a time in 1861 when African-American slaves made their way there and found sanctuary from the repression of their owners and from the horrors of the Civil War. Once at the fort, they were declared Confederate “contraband” and lived as free people for the first time in their lives. The city’s history also shines through in many of its neighborhoods including Pasture Point, Aberdeen and Wythe. Downtown Hampton can provide a taste of history as it hosts the Hampton History Museum and Virginia Air and Space Center, the latter of which acts as the official visitors center for NASA Langley Research Center. Hampton University as well as numerous shops and restaurants are also located downtown along Queens Way and Settlers Landing Road.

12 | TidewaterBiz: Hampton Roads Spring Market Report | Source: Daily Press Living Here 2013.

Hampton Population: 144,236 Area: 55 square miles Incorporated: 1705 Median age: 34 years www.hampton.gov

TidewaterBiz.com

Newport News Community Profile

About 22 miles long and only 4 miles wide, the area that became Newport News was first settled in 1619. In 1896, that community — the former seat of Warwick County — became the separate city of Newport News. Warwick County was one of the eight original shires formed in 1634 by the House of Burgesses in the British Colony of Virginia by order of King Charles I. The shires later became counties. Today, Newport News remains deeply steeped in history. The famous “Battle of the Ironclads” — the USS Monitor and the CSS Virginia, also known as the Merrimac — took place off the shores of Newport News in 1862. Lee Hall Mansion and the Endview Plantation in north Newport News also account for two of the city's numerous historic landmarks. In 1881, railroad tycoon Collis P. Huntington brought the Chesapeake and Ohio Railroad to Newport News and founded the city's shipyard, which remains a major economic engine in Newport News. The shipyard has built aircraft carriers such as the Enterprise, Kennedy, Washington, Vinson and Roosevelt. It is also the only shipyard in the country to build nuclear-powered aircraft carriers, and one of two that builds nuclear-powered submarines. At the other end of the city, Fort Eustis, formerly Camp Eustis, was named after Brevet Brig. Gen. Abraham Eustis, a veteran of the War of 1812. It was the final major military base during World War I. Surrounding those two historic landmarks, Newport News is in the midst of a continuing transformation. Today Newport News finds itself amid dramatic transformations. Major developments that mix housing and retail include: Port Warwick Off Jefferson Avenue, Port Warwick introduced the architectural trend of New Urbanism - a new take on the old, small-town concept of building houses within walking distance of shops and workplaces. It offers upscale eateries, trendy shops, outdoor artwork and new housing. City Center Just across Jefferson from Port Warwick is City Center. With its fountain which hosts the Peninsula’s largest fireworks display in Hollydazzle, a hotel and conference center along with restaurants, retailers and housing, City Center is a crown jewel for Newport News. A vibrant night-life is anticipated with new restaurants and entertainment venues.


Newport News Population: 183,005 Area: 69.2 square miles Incorporated: 1896 Median age: 33.5 years www.nngov.com

TidewaterBiz.com

Norfolk Community Profile

A vibrant downtown, international airport and busy port makes Norfolk the central commercial and cultural hub for Hampton Roads. As evident in its symbol of the mermaid and 144 miles of waterfront, Norfolk’s history and economy grew up on and with the water. Located where the Chesapeake Bay meets the Atlantic Ocean, merchant ships have visited Norfolk since colonial times. Major shipping companies are headquartered in the Norfolk, where Norfolk International Terminals operates one of the world’s fastest and largest container cranes. The battleship Wisconsin docked at the downtown waterfront illustrates the importance of the Navy, a major employer, as Norfolk hosts the world’s largest naval station. Diverse neighborhoods like the Ghent and Freemason districts offer a glimpse of historic architecture and visitors can follow the “Cannonball Trail” or tour Underground Railroad sites. Most of Norfolk was rebuilt after the British destroyed most of its buildings during the Revolutionary War and that same redevelopment mindset continues today. In the philosophy of “New Urbanism,” the city’s mixed-use projects like the Wells Fargo Center, which opened with luxury apartments and office and retail space in 2010, attract urbanites seeking close proximity to work and nightlife. A 7.4-mile light rail system called the Tide opened in 2011 to make it easier to park and ride downtown, where MacArthur Center mall and nearby restaurants attract shoppers and diners. Norfolk serves as the medical center for Hampton Roads as Bon Secours DePaul Medical Center and Sentara Healthcare continue expanding. Sentara Norfolk General Hospital is the region’s only Level 1 trauma center and burn unit. Increased medical student enrollment is expected with Eastern Virginia Medical School’s new four-story research building. The Chrysler Museum of Art is undergoing a $24-million renovation-expansion project through 2013. Other cultural offerings include the d’Art Center, Chrysler Glass Studio, Virginia Arts Festival, Virginia Symphony and Virginia Opera. Film fanatics frequent the independent Naro Cinema while the downtown NorVa attracts headlining musicians. This culture attracts a large young adult population supported by Old Dominion University, Norfolk State University, Virginia Wesleyan College and Tidewater Community College.


Norfolk Population: 242,628 Area: 54.1 square miles Incorporated: 1845 Median age: 29.7 years www.norfolk.gov

TidewaterBiz.com

Virginia Beach Community Profile

Before settling Jamestown, John Smith and his crew first stopped at what’s now Virginia Beach in 1607. A national monument sits where America’s first English settlers first landed and set up a cross on the newly named Cape Henry. Cape Henry would later host a Revolutionary War battle in 1781 where a French fleet held back British ships to ensure the victory at Yorktown, which ended the war. The Cape Henry Lighthouse, built in 1792, stills stands as a registered National Historic Landmark and a city symbol. Virginia Beach today serves as a beacon to East Coast tourists, who come to relax on the 300-foot wide beach on the Atlantic Ocean and stroll along the 3-mile long boardwalk. As the city attracts more than five million overnight visitors annually, the oceanfront shops and eateries offer an eclectic mix of national chains, local boutiques, souvenir stores and entertainment. Music lovers can check out free shows at Neptune Park or concerts at the 20,000-seat outdoor amphitheater. Outdoor enthusiasts can check out the more secluded beaches in Sandbridge or hike, kayak, a spot wildlife at False Cape State Park and Back Bay National Wildlife Refuge. At the southern end of the Chesapeake Bay Bridge-Tunnel, the city offers water lovers 38 miles of beaches and 79 miles of scenic waterways. Away from the oceanfront, the city offers multiple shopping corridors and the region’s largest mall, Lynnhaven Mall. The first Whole Foods in Hampton Roads opened in the Hilltop area in 2012. The under-development Town Center spans 17 blocks to offer retail and office space and claims the stat’s tallest building, Westin Virginia Beach Town Center. Like Norfolk, the Navy is a major employer at the Beach with the Master Jet Base at Naval Air Station Oceana and Joint Expeditionary Base Little Creek-Fort Story, which is one of the largest military bases on the East Coast. In addition to defense contractors, the most populous city in Virginia attracts job creators like German-based power tools manufacturer Stihl, which continues expanding at Oceana West Corporate Park. Most recently, Green Flash Brewing Co. announced investing $20 million to establish a brewery at Corporate Landing Business Park to supply craft beer to the East Coast market.


Virginia Beach Population: 442,707 Area: 249 square miles Incorporated: 1952 Median age: 34.9 years www.vbgov.com

TidewaterBiz.com

ADVERTISING SOLUTIONS TO REACH BUSINESS PROFESSIONALS

TidewaterBiz

16 | TidewaterBiz: Hampton Roads Spring Market Report

TidewaterBiz.com

TidewaterBiz Limited Newsletter Sponsorships

Your Sponsorship Ad and Message will Reach Local Business Members

Across the Hampton Roads Market

powered by:

For More Information Contact Your Digital Specialist @ 757-247-4678

Title Sponsorship (Limit 1): “Brought to you by your business”* featured in newsletter logo. Sponsorship of quarterly event (signage, promotion, logo inclusion etc.). Top leaderboard ad in newsletter. Peel Back ad on dailypress.com Business section front all month, half banner ad ROC in Business: $2,000/month Gold Sponsorship (Limit 1): Second leaderboard ad in newsletter. 100% SOV leaderboard ad on dailypress.com Business section: $1,000/month Silver Sponsorship (Limit 4): Tile ad in newsletter, 25% SOV top cube ad on dailypress.com Business section: $800/month Bronze Sponsorship (Limit 4): Half Banner ad in newsletter, 25% SOV bottom cube ad on dailypress.com Business section: $600/month 3 month agreement required. Rates for subsequent agreements will be adjusted with audience growth. Right of first refusal expires 30 days before end of 3 month agreement. Add-ons and Extras: Ask the Expert: $200 (once per week). Includes 5-7 Q&A supplied by advertiser. Featured in newsletter and included on the business/tidewaterbiz pages of dailypress.com Advertorial: $250 (once per week). Includes one article, up to 1,000 words, published on business/tidewaterbiz pages of dailypress.com, featured in newsletter

*Sponsorship verbiage subject to Editorial approval.

Title Sponsor

Gold Sponsor

Silver Sponsor

Silver Sponsor

Silver Sponsor

Silver Sponsor

Bronze Sponsor

Bronze Sponsor

Bronze Sponsor

Bronze Sponsor

Brought to you by ACME Corp

17 | TidewaterBiz: Hampton Roads Spring Market Report

Documents

TidewaterBiz: Hampton Roadsdigital.dailypress.com/tidewaterbiz/resources/... · Major department store credit card 261,518 18.0% Other MasterCard 258,775 17.8% Discover 170,450 11.7%