Executive Summary

In March of 2011, the Dayton Community Development Corporation funded a Market Analysis & Developer Recruitment Strategy, which was conducted and completed by The Retail Coach, LLC. The intent of this study was to provide a better understanding of the community’s retail sector in order to provide a foundation for attracting new developers to Dayton.

The study consisted of four phases:

• Retail Trade Area Determination & Analysis
• Psychographic & Demographic Profiling
• Property Feasibility Studies
• Developer Identification and Contacting

RETAIL TRADE AREA

The retail trade area for Dayton was determined to be approximately 24,182 persons. The profiled trade area boundaries extend to the west approximately ten miles, to the east four miles, six miles to the south, and thirteen miles to the north. The exterior boundaries of the trade area were determined by personally driving the area road systems, cataloging area retailers & restaurants, interviews with community and governmental leadership and interviews with retailers and restaurants in Dayton.
Dayton, Texas

Dayton, Texas Retail Trade Area Map

DEMOGRAPHIC PROFILING

The Retail Coach developed demographic profiles for both Dayton, Texas and its Retail Trade Area and determined that approximately 24,182 residents live within the trade area, and 6,231 live within Dayton. Strategically, considering the population of both areas, Dayton Community Development Corporation should market itself to developers, retailers and industry as a Retail Trade Area population of 24,182.

Strategic Point: Market Dayton as a Retail Trade Area of 24,182 and not a community population of 6,231.

Below is a brief snapshot comparison of the Retail Trade Area to the Dayton community.

2011 Retail Trade Area & Community Demographic Snapshot

Population                                Retail Trade area - 24,182   Dayton, Texas - 6,231
Projected Population Growth        Retail Trade Area - 4.98%   Dayton, Texas - 3.47%

(2011-2016)  

Race Classification
        White                               Retail Trade Area - 69.94%    Dayton, Texas - 72.48%
         Black or African American   Retail Trade Area - 17.33%    Dayton, Texas - 14.62%
         Other                              Retail Trade Area - 12.73%    Dayton, Texas - 12.90%
         Hispanic Origin                 Retail Trade Area - 18.07%    Dayton, Texas - 15.74%

Median Household Income          Retail Trade Area - $49,786   Dayton, Texas - $45,401

Per Capita Income                     Retail Trade Area - $17,022    Dayton, Texas - $18,315

Median Age                               Retail Trade Area - 34.25       Dayton, Texas - 33.45

Households                               Retail Trade Area - 6,800       Dayton, Texas - 2,273

Projected Household Growth        Retail Trade Area - 6.72%       Dayton, Texas - 5.02%

(2011-2016)  

Associates Degree and Above      Retail Trade Area - 14.58%     Dayton, Texas - 19.61%

PSYCHOGRAPHIC PROFILING

The following are the dominant psychographic lifestyle segments for the retail trade area.

These segments make up the majority of the population in the Retail Trade Area:

33 Big Sky Families
Scattered in placid towns across the American heartland, Big Sky Families is a segment of younger rural families who have turned high school educations and blue-collar jobs into busy, upper-middle-class lifestyles. Residents enjoy baseball, basketball, and volleyball, as well as fishing, hunting, and horseback riding. To entertain their sprawling families, they buy virtually every piece of sporting equipment on the market.

37 Mayberry-ville
Like the old Andy Griffith Show set in a quaint picturesque berg, Mayberry-ville harks back to an old-fashioned way of life. In these small towns, upper-middle-class couples like to fish and hunt during the day, and stay home and watch TV at night. With lucrative blue-collar jobs and moderately priced housing, residents use their discretionary cash to purchase boats, campers, motorcycles, and pickup trucks.

45 Blue Highways
On maps, blue highways are often two-lane roads that wind through remote stretches of the American landscape. Among lifestyles, Blue Highways is the standout for lower-middle-class residents who live in isolated towns and farmsteads. Here, Boomer men like to hunt and fish; the women enjoy sewing and crafts, and everyone looks forward to going out to a country music concert.

48 Young & Rustic
Young & Rustic is composed of middle age, restless singles. These folks tend to be lower-middle-income, high school-educated, and live in tiny apartments in the nation’s exurban towns. With their service industry jobs and modest incomes, these folks still try to fashion fast-paced lifestyles centered on sports, cars, and dating.

51 Shotguns & Pickups
The segment known as Shotguns & Pickups came by its moniker honestly: it scores near the top of all lifestyles for owning hunting rifles and pickup trucks. These Americans tend to be young, working-class couples with large families--more than half have two or more kids--living in small homes and manufactured housing. Nearly a third of residents live in mobile homes, more than anywhere else in the nation.

PROPERTY FEASIBILITY STUDIES

The Retail Coach visited the Dayton community and using both on-the-ground research and online data, combined with personal contact to various area resources, created developer feasibility studies for five Dayton sites:

• SS 90 (Site adjacent to Best Western)
• NS 90/146
• SEQ 321/1960
• NWQ 321/1960
• SWQ 90/321

DEVELOPER IDENTIFICATION AND CONTACTING

The Retail Coach developed a list of area developers who may show interest in developing the identified sites, as well as a list of more than fifteen developer resources for the area.

TOTAL ANUAL RETAIL LEAKAGE IN DAYTON  -$137,036,800