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Retail Mixed Use Market Study Update 1 January 6, 2010 <br /> Primary Trade Area residents are somewhat more likely to have a Bachelors or Masters Degree <br /> than their counterparts in the County of Alameda. In 2009, 38 percent of Primary Trade Area <br /> residents had received a Bachelors or Masters degree, compared to 35 percent in Alameda County." <br /> The surrounding area of Pleasanton contained the highest education levels, with 48 percent of' <br /> residents holding a Bachelors degree or higher. <br /> Residents of the Primary Trade Area are more likely to be between the ages of 25 and 54 than <br /> those in the City or surrounding County. Although the age distribution around Hacienda is similar <br /> to that of Pleasanton and Alameda County, 50 percent of Primary Trade Area residents are between <br /> the ages of 25 and 54, compared to 42 percent in the City of Pleasanton and the County. <br /> Compared to the City of Pleasanton, residents of the Primary Trade Area are more likely to be <br /> renters than homeowners. In 2009, 41 percent of households in the Primary Trade Area were <br /> occupied by renters, compared to 28 percent in the surrounding City. The share of rental housing in <br /> the Primary Trade Area more closely reflects that of Alameda County, where 45 percent of houses are <br /> rcnter- occupied. <br /> Summary of Demographic Findings <br /> On average, residents of the Primary Trade Area are more affluent, more educated, and more likely to <br /> live in family households than their neighbors in the County of Alameda. These trends reflect the <br /> broader demographic characteristics of the City of Pleasanton, and suggest that the Primary Trade <br /> Area is well - suited to accommodate specialized, upscale retailers catering to wealthy, educated <br /> families. The Primary Trade Area also had a significant rental population, which more closely <br /> reflects rental rates at the Cou;tty level than the surrounding City. In addition, the population of the <br /> Primary Trade Area has been increasing faster than that of Pleasanton, and the likelihood of new <br /> residential development in Hacienda suggests that this trend will continue over the next decade. <br /> 8 Ibid. <br /> 9 Ibid. <br /> -10- <br />