21 ATTACHMENT 11 - Laserfiche WebLink

Ms. Emily Wagner October 2007 Page 3 of 6 expenditure potential including consumers, designers, and contractors in the trade area defined for the Proposed Store is $154,548,400. Of this total the proportion attributable to areas within Pleasanton total $107,066,500 (refer to Exhibit A-2). Housing Pacific Retail Consulting has utilized information from the 2000 Census and SRC Data Services. SRC Data supplies current population and housing data. For a summary of the methodology employed by SRC please refer to its web site (www.demographicsnow.com) and Exhibit B attached. For 2009, we have estimated that there are 37,850 households in the defined trade area. Most of the areas in Pleasanton are mature and for the most part built out; therefore, household growth is minimal and is expected to increase to 38,350 by 2011. Site Characteristics Currently, the site is a vacant parcel of land located in the southeast portion of Pleasanton. Plans call for the Proposed Store to anchor an approximate 193,500 square foot shopping center. The Home Depot would occupy 141,200 square feet and the remaining space in the shopping center would be leased to smaller retail shops, service providers, and restaurants. According to a site plan of the development, there appears to be adequate parking, somewhat limited ingress and egress, and good visibility. Accessibility Overall, access to the site is judged to be good. The primary access route serving the site is Stanley Boulevard. Stanley Boulevard begins in southwest Pleasanton near Interstate ~ 680 at Sunol Boulevard. It becomes First Street through the older south-central portion of Pleasanton and then becomes Stanley Boulevard near the site where it continues east to Livermore. This well traveled commuter thoroughfare serves Sunol, Pleasanton, and Livermore. Valley Avenue provides north/south access to the site. From Stanley Boulevard, Valley Avenue extends north into Pleasanton where it intersects with Santa Rita Road, a major north-south arterial in Pleasanton. Competition Currently there are five direct competitors, including two Home Depot sister stores, Johnson Drive in Pleasanton and the Livermore unit, impacting the site and its trade area. Of these direct competitors only one, the Johnson Drive Home Depot is in the City of Pleasanton. An under construction Lowe's located in east Dublin is scheduled to open later this year and is included in our analysis because of its significant impact. Two of the competitors are Orchard Supply units, one in Dublin and the other in Livermore. The Orchard Supply stores are convenient to their customers, typically serve a smaller area and usually have a minimal impact on projected sales. Indirect competition includes the Richert Lumber and Work Bench True Value in Pleasanton and an 84 Lumber in Dublin. Home Depot's Expo format is also located in Dublin, but similar to the indirect competitors mentioned above, will have a minimal impact on our sales projections. Finally, there is a Lowe's located in east Livermore approximately nine miles from the site; this, too, will have a minimal impact on the proposed store.