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4.Written Comments on the Draft EIR and Responses to Comments `Project"2)would total $172.3 million in Phase I and $241.3 million upon Full Buildout(2015 dollars).Of these totals, EDZ sales anticipated to be most competitive with the existing retail base include$66.5 million annually in Phase I sales and $119.7 million per year at Full Buildout. The EDZ's general retail and club retail spaces are anticipated to draw 80 percent and 60 percent of their sales from the market area, respectively.;The percentage is lower for the club retail space because market area data for nearby club retail stores suggests demand originates from a large area,with less than 60 percent of demand from the nearby areas. Data for nearby club retail stores indicate that a large share of these stores' customers are within the EDZ's market area, meaning that many consumers who want to shop at a club retail store are already doing so. The analysis, therefore,assumes that these sales will be captured by the EDZ's club retail store and that such redirected sales would not be diverted from any existing retail stores in the city but would instead comprise sales new to Pleasanton. Accounting for the above-noted redirected sales and for growth in market area sales due to forecast population growth,the analysis projects that Phase I sales in the EDZ could result in a decrease in annual sales by existing market area retailers of approximately$26.7 million, or 0.9 percent of the market area's existing$3 billon in annual retail sales, which is a nominal impact. The proposed EDZ's effect is projected to be focused in three specific retail categories: gasoline stations, home furnishings and appliances, and food and beverages. In the first two categories, sales within the EDZ would amount to 0.9 percent or less of existing market area sales,which would not be considered substantial. Project food and beverage sales, however, would amount to 7.4 percent of existing market area sales in this category. However, at Full Buildout of the EDZ,the analysis finds that more than sufficient new market area demand will be generated to absorb the Project's anticipated sales generated by market area retail consumers, with virtually no resulting adverse effect on market area retailers. The report also examines the potential for economic effects specifically on Downtown Pleasanton, and finds that Downtown is anticipated to experience very limited, if any, sales impacts associated with the EDZ. The analysis attributes this lack of impact to several factors, including the nature of the impacts, Downtown Pleasanton's retail base and orientation, and historical precedents. Specifically,the EDZ's impacts in sales categories represented in Downtown are very low and unlikely to be experienced by Downtown retailers: many of the goods sold in Downtown Pleasanton are different from the goods sold by club retail stores. Downtown Pleasanton also provides a unique, pedestrian-oriented shopping opportunity with a customer-friendly atmosphere, which cannot be replicated within the EDZ,according to the analysis. Further, because club retail shoppers in the market area already have this opportunity at 2 The"Project'as referred to in the study'includes only the proposed new development that would take place within the EDZ area: 189,037 square feet of new general retail space, 148,000 square feet of club retail space,and a 150- or 231-room hotel.(For the purposes of this Response to Comments document,the 231-room hotel option,which reflects the revised EDZ.is discussed.) 3 The"market area"for this study comprises 18 full census tracts and three partial census tracts spanning the City of Pleasanton,the majority of the City of Dublin.and some unincorporated Alameda County areas south of the City of Pleasanton and northwest of the City of Dublin.The market area was determined through review of drive times to the project site and the locations of other nearby club retail stores,with consideration also given to natural and man- made features,such as topography and freeways access. Johnson Drive Economic Development Zone 4-3 ESA 1 140421 Supplemental EIR Response to Comments March 2016