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Retail Mixed Use Market Study Update 1 January 6, 2010 Second City Elite There's money to be found in the nation's smaller cities, and you're most likely to find it in Second City Elite. The residents of these satellite cities tend to be prosperous executives who decorate their homes with multiple computers, large- screen TV sets, and an impressive collection of wines. With more than half holding college degrees, Second City Elite residents enjoy cultural activities -from reading books to attending theater and dance productions. Psychographic Summary The Primary Trade Area contains numerous families with significant disposable income. Both the Brite Lites, Lil' City and Second City Elite segments, which account for 68 percent of households in the Primary Trade Area, are characterized as "DINKs" — double income, no kids. Their disposable income is spent on cultural activities and cutting edge technology, and their buying patterns suggest significant investment in maintaining "swank" homes. The Upward Bound segment, composed of dual income families with children, comprises 26 percent of the Primary Trade Area households. These wealthy families tend to spend money on the specialized interests of their children, including toys, computers, bicycles and camping equipment. In general, the psychographic profile suggests that retail business in search of a wealthy, educated and sophisticated customer base will fare well in Hacienda. These households will spend money to invest in a higher quality product, and the Upward Bound segment is likely to search out convenient and family friendly retail opportunities and activities. -13-