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Retail Mixed Use Market Study Update 1 January 6, 2010 Psychographic Profile In retail analysis, psychographic data is used to assess the interests, attitudes, opinions and behaviors of a population. This data includes information about residents' actual spending habits - where they are likely to buy clothes, dine, shop and entertain themselves. These behaviors are of particular interest when assessing the role of consumer preference in the potential demand for new retail. In order to help account for these behaviors, this analysis incorporates psychographic data from Claritas Inc., a San Diego n,.arketing and demographics firm that has been tracking household behavior, including lifestyle and buying habits, for 30 years. Claritas applies statistical segmentation techniques to data from the US census, car warranties, grocery store reward programs and magazine subscriptions, among other sources, to determine psychographic profiles. Although psychographic profiles are derived using advanced statistical analysis of the best data available, they are designed to apply in a general way to the population. They paint a broad portrait of a group of people from data about specific behaviors. The result is generalized segments that are most useful when applied to aggregate populations, not individuals or households. Key Findings The Primary Trade Area (including Hacienda) contains three main psychographic segments: Britt Lights, Lil' City, Upward Bound and Second City Elite. Together, these segments account for 95 percent of the households in the Primary Trade Arca. Claritas descriptions of these segments are included below, with more detailed information included in Table 2 on the following page. Psychographic segments in the Primary Trade Area are characterized by well- educated, dual- income families with professional careers. Two of the primary segments — Brite Lights, Lil' City and Second City Elites — contain older residents, without children living at home. These households therefore have significant disposable income and tend to invest in the latest technology. They keep well - appointed homes and are interested in cultural activities, ranging from wine - tasting to theatre and book groups. The Upward Bound segment is also characterized as wealthy and is the only primary segment with children living at home. These families tend to spend their disposable income on purchases for their children, including toys, books and sporting equipment. As dual- income families with small children, this segment is likely to place a premium on convenience and family- friendly activities. Claritas Segment Descriptions Brite Lights, Lil' City Not all of America's chic sophisticates live in major metros. Brite Lights, Li'1 City is a group of well - off, middle -aged couples settled in the nation's satellite cities. Residents of these typical DINK (double income, no kids) households have college educations, well paying business and professional careers, and swank homes filled with the latest technology. Upward Bound More than any other segment, Upward Bound appears to be the home of those legendary Soccer Moms and Dads. In these small satellite cities, upscale families boast dual incomes, college degrees, and new split - levels and colonials. Residents of Upward Bound tend to be kid - obsessed, with heavy purchases of computers, action figures, dolls, board games, bicycles, and camping equipment. -12-