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Retail Mixed Use Market Study Update 1 January 6, 2010 <br /> II. RETAIL DEMAND <br /> This section examines retail demand generated by three major consumer groups around Hacienda: <br /> business park employees, trade area residents, and transit riders. The first section delineates the <br /> Hacienda Primary Trade Area, followed by a demographic and psychographic profile of trade area <br /> residents. Next, the buying power analysis estimates retail demand generated by park employees and <br /> trade area residents. Although spending data for BART commuters is not available, the potential <br /> demand generated by transit users is discussed in the final section. <br /> HACIENDA GEOGRAPHIES <br /> In the course of this analysis, Strategic Economic considered two different geographic areas: <br /> Hacienda Business Park ( "Hacienda ") and the retail trade area surrounding the park from which local- <br /> serving retail in Hacienda will draw the majority of its customers ( "Primary Trade Area" or "PTA "). <br /> These geographies are depicted in Map A. As noted above, Hacienda represents the Hacienda <br /> Business Park, and is defined by Census Tract 4507.22, Block Group 1. It should be noted that this <br /> geography also includes three additional residential neighborhoods — Las Positas Gardens (266 units), <br /> Avalon Pleasanton on Andrews (456 units) and Hacienda Commons (212 units). <br /> The Primary Trade Area is bounded by 1 -680 to the east, Valley Avenue to the south, Santa Rita Road <br /> to the west, and Broder Boulevard to the north. The approximately 1 mile radius Primary Trade Area <br /> was developed in conjunction with City staff in keeping with the policy consensus that mixed use <br /> retail in Hacienda should serve the local residential and worker communities. It represents the <br /> residential customer base from which neighborhood and community- oriented retailers in Hacienda are <br /> likely to draw the majority of sales. Estimates of supportable retail in Hacienda do not, therefore, <br /> include the potential for regional retail.' Unless noted otherwise, the Primary Trade Area, or PTA <br /> includes Hacienda residents. These geographies are employed throughout the report to estimate and <br /> describe residential demand in Hacienda. <br /> ' Given Hacienda's adjacency to 1 -580, it does have the potential to support regional retail, as the existing <br /> Walmart demonstrates. <br /> -7 <br />