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<br /> <br />MARKET ANALYSIS <br />City of Elk River, MN <br />Feasibility Study * <br />Page 28 <br />Table O – Primary Service Area Tapestry Segment Comparison <br />(ESRI estimates) <br /> <br /> Primary Service Area Demographics <br />Percent <br />Cumulative <br />Percent Median Age <br />Median HH <br />Income <br />Soccer Moms (4A) 38.9% 38.9% 36.6 $84,000 <br />Up & Coming Families (7A) 27.6% 66.5% 30.7 $64,000 <br />Old & Newcomers (8F) 8.6% 75.1% 38.5 $39,000 <br />Home Improvement (4B) 8.6% 83.7% 37.0 $67,000 <br />Middleburg (4C) 6.5% 90.2% 35.3 $55,000 <br /> <br />Soccer Moms (4A) – This is an affluent, family-oriented market with a country flavor. Residents are <br />partial to new housing away from the bustle of the city but close enough to commute to professional <br />job centers. Most households are married couples with children; average household size is 2.96. <br />There is a significant Hispanic (11.2%) population. Outdoor activities and sports are characteristics <br />of life; bicycling, jogging and golfing. <br /> <br />Up & Coming Families (7A) – This is a market in transition, residents are younger and more mobile <br />and ethnically diverse than the previous generation. They are ambitious, working hard to get ahead, <br />and willing to take some risks to achieve their goals. This is one of the fastest-growing markets in <br />the country. There is a significant Hispanic (26.7%) and Black (14.8%) population. This segment <br />finds leisure in family activities, sports, baseball-weight lifting-yoga. <br /> <br />Old & Newcomers (8F) – This market features singles’ lifestyles, on a budget. The focus is more <br />on convenience than consumerism, economy over acquisition. Neighborhoods are populated by <br />renters who are just beginning their careers or retiring. Some are still in college; some are taking <br />adult education classes. Age is not always apparent from their choices. There is a significant <br />Hispanic (11.1%) and Black (10.5%) population. <br /> <br />Home Improvement (4B) – Married-couple families occupy well over half of these suburban <br />households. Most residences are single-family homes that are owner occupied. Education and <br />diversity levels are similar to the U.S. as a whole; Hispanic (18.9%) and Black (13.2%). When at <br />home, weekends are consumed with home improvement and remodeling projects. <br /> <br />Middleburg (4C) – These neighborhoods transformed from the easy pace of country living to semi <br />rural subdivisions in the last decade. Residents are conservative, family-oriented consumers. This <br />market is younger but growing in size and assets. Young couples, many with children; average <br />household size is 2.73. There is a significant Hispanic (10.5%) population. <br />APPENDIX B