AppendixD:

Retail Planning
Study
In 2013, the Montgomery County Planning Department and the Maryland-National Capital Park and
Planning Commission (MNCPPC) initiated an effort to update its 1994 Bethesda Central Business
District Plan. As a component, the project team sought a retail study to address:
the relative positioning of each districts existing retail and future needs (over 20 years) to identify
market supportable strategies to improve the areas retail environment;
the phasing of retail for build out to guide the formation of development, zoning, and growth
policies, and develop synergies with other land use functions; and,
the strategies to improve conditions for existing retailers and eliminate any obstacles that might
dissuade tenants from locating in any of the study areas.
Streetsense and BAE Urban Economics two local consulting firms undertook this study and planning
document. The project kicked-off in August 2014.
The work effort to complete the Retail Planning Strategy for the Bethesda Downtown Plan included
extensive field survey, data analysis, market analysis, and observation of specific conditions existent
in each of Bethesda Downtowns subdistricts.
The following document provides a clear direction for Bethesdas retail future.

RETAIL PLANNING STRATEGY FOR THE

DOWNTOWN
BETHESDA PLAN
BETHESDA, MD | SEPTEMBER 2014

Information conveyed, data gathered and analyzed,

and recommendations made within this report are
intended to provide information in regard to the
subject matter covered. The content presented and
conclusions reached are, on the date presented,
believed to be an accurate representation of facts and
conditions.

3
FINAL DRAFT | OCTOBER 20, 2014

TABLE OF CONTENTS
EXECUTIVE SUMMARY
7

INTRODUCTION
TERMINOLOGY
METHODOLOGY

16 BETHESDA DOWNTOWN OVERVIEW

24 DISTRICT MARKET ASSESSMENTS
ARLINGTON SOUTH
BETHESDA ROW
METRO
PEARL
WISCONSIN NORTH
WISCONSIN SOUTH
WOODMONT TRIANGLE
88

IMPACT OF CATALYTIC PROJECTS

90

RECOMMENDATIONS

96

TECHNICAL APPENDIX

5
FINAL DRAFT | OCTOBER 20, 2014

EXECUTIVE SUMMARY

Within the Bethesda Downtown submarket, collections of retail establishments in 7 districts were
identified through the Bethesda Downtown planning process. These districts included Arlington
South, Bethesda Row, Metro, Pearl, Wisconsin North, Wisconsin South, and Woodmont Triangle.
Quality of retail space varies widely throughout Bethesda Downtown. Most of the recently
constructed spaces meet the requirements of modern tenants, while other spaces especially some
older locations and residential buildings converted to retail uses do not.
As the Bethesda Downtown submarket currently operates, Bethesda Row has a regional customer
base, followed by Woodmont Triangle in terms of distance traveled by patrons. For the most part,
the remaining retail districts serve customers at the neighborhood or City-wide levels. The Metro
districts primary customer base is more transient than the others its patrons are largely office
workers and tourists thereby complicating any strategy to support consolidated, long-term retail
solutions there.
While most people would regard Wisconsin Avenue as Bethesdas main street environment, this
roadway no longer serves this function for the City. Typically, Main Streets have retail on each side
and easy, safe pedestrian crossing routes. The traffic volumes on Wisconsin Avenue make this
condition practically impossible. Consequently, Wisconsin Avenue serves as a boundary for many
of the retail districts trade areas, rather than as a point of unification. Although this situation could
be slightly improved with sidewalk improvements and pedestrian crossing enhancements, it is worth
considering that the traffic burden Wisconsin Avenue bears allows the surrounding retail districts to
maintain better vehicle/bicycle/pedestrian ratios.
Of the districts studied, Arlington South, Bethesda Row, Wisconsin North, and Pearl District were
determined to have unmet retail demand. Within each of these areas, market conditions will support
the redevelopment of inferior quality retail spaces as well as the construction of new retail spaces.
The Metro District, Woodmont Triangle, and Wisconsin South were determined to have more retail
space than they can support, given expectations for solid retail sales performance. In these areas,
emphasis should be placed on redevelopment of underperforming retail spaces and even the
conversion of less appropriate retail locations to non-retail purposes, such as professional offices,
studio spaces, and educational uses.
Because these retail districts are all located within the Bethesda Downtown submarket, it is critically
important that planning strategies for these areas are created comprehensively. If each district
attempts to recreate the success of another one, the retail market will become unclear. Tenants will
have difficulty understanding where they belong and why. Sales for similar types of establishments
will be split.
Instead, each retail district needs to build upon its initial point of market distinction within the
Bethesda Downtown retail submarket. In doing so, these retail districts will prosper as individual
components of a City-wide, vibrant network of shopping, eating, and community experiences.

INTRODUCTION

INTRODUCTION

In 2013, the Montgomery County Planning Department and the Maryland-National Capital Park and
Planning Commission (MNCPPC) initiated an effort to update its 1994 Bethesda Central Business
District Plan. As a component, the project team sought a retail consultant to address:
t he relative positioning of each districts retail currently and over 20 years to identify marketsupportable strategies to improve the areas retail environment;
the phasing of retail for build out to guide the formation of development, zoning, and growth
policies, and develop synergies with other land use functions; and,
the strategies to improve conditions for existing retailers and eliminate any obstacles that might
dissuade tenants from locating in any of the study areas.
The client team selected Streetsense and BAE Urban Economics two local consulting firms to
undertake this study and planning document. The project kicked-off in August 2014 and concluded
three months later.
The work effort to complete the Retail Planning Strategy for the Bethesda Downtown Plan included
extensive field survey, data analysis, market analysis, and observation of specific conditions existent
in each of Bethesda Downtowns subdistricts.
With the guidance of the client team and the expertise and knowledge of the consultant team the
following document provides a clear direction for Bethesdas retail future.

Over the past 250 years, the Bethesda

retail market has changed dramatically. Its
commercial beginnings are located at the
intersection of two dirt roads marked by a
structure known only as the old stone tavern.
Today, these two streets Wisconsin Avenue
and Old Georgetown Road serve as the
physical focal point for a collection of seven
retail districts that include over two million
square feet of shops, restaurants, and services.
During this sestercentennial, Bethesdas
position as a regional commercial hub
experienced several leaps forward by advances
in transit first, heavy rail; then, trolley; and
most recently, Metro. As the city and county
look toward the next 20 years, transportation
is extremely likely to play a primary role in
Bethesdas continuing retail evolution. With
the growing importance of non-vehicular
movement throughout the region, Bethesda
Downtowns location along the Capital Crescent
Trail and Metros proposed Purple Line stands
to factor prominently in the growth, character,
and customer bases for the citys commercial
clusters.

For each downtown district, the total amount

and level of quality of the citys existing retail
stock (supply) is inventoried and measured.
The total amount of potential expenditures by
residents, employees, visitors, commuters
even high school students on lunch break is
calculated for each district (demand) as a point
of comparison. The difference between these
two figures equals the total amount of potential
new retail space that could be redeveloped and
reconstructed throughout Bethesda Downtown.
In addition to this economic equation (supply
demand = unmet demand), broader market
questions are examined. First, how does
Bethesda Downtown compete within the
regional retail economy? Second, do the retail
districts within Bethesda Downtown compete
among themselves? The evaluation and
answer to these important questions set the
parameters in place for the citys future ability
to attract retail tenants and customers.

As a component of the Bethesda Downtown

Plan, this retail market strategy seeks to
complement the ongoing evaluations of the
citys open spaces, transportation network,
land use, built environment, and sustainability.
In the context of these other considerations,
this strategy will provide market-appropriate
guidance to future retail expectations,
development, and prosperity.

9
FINAL DRAFT | OCTOBER 20, 2014

TERMINOLOGY
RETAIL CATEGORIES
From the grocery store to the jewelry shop to the coffee shop, retailers have different requirements
in terms of customers, space, parking, competition, exposure, and potential sales. In general,
however, the following categories represent groups of retailers with similar needs.

NEIGHBORHOOD GOODS & SERVICES (NG&S)

Neighborhood Goods & Services retailers rely
on spending from nearby residents, students,
and employees, generally located within a onemile radius. NG&S is convenience-based retail
- it must be close, with easy access and parking.
This category includes establishments
that depend upon the patronage of local
residents and workers, such as grocery stores,
drugstores, florists, bakeries, specialty food
stores, delicatessens, butchers, dry cleaners,
laundromats, hair and nail salons, day spas,
printers, pet salons, machine repair shops, shoe
repair shops, gyms, and similar.
NG&S Examples: CVS, Safeway, Organic
Cleaners, Chaos Salon

GENERAL MERCHANDISE, APPAREL,

FURNISHINGS & OTHER (GAFO)
GAFO retailers face a tremendous amount
of competition, both in stores and online, for
a relatively small percentage of household
expenditures. Successful GAFO stores attract
customers from long distances. However, these
stores also rely on the exposure and foot traffic
generated by an anchor that draws people with
the same customer profile.
This category includes establishments such as
clothing stores, furniture stores, bookstores,
jewelry stores, gift boutiques, pet stores,
sporting goods stores, home goods stores,
craft stores, antique shops, electronics stores,
auto parts stores, and similar.
GAFO Examples: Apple, Barnes & Noble,
Staples, Reddz Trading

FOOD & BEVERAGE (F&B)

Food & Beverage establishments can attract
customers from a larger trade area than NG&S
retailers, especially when they are clustered. A
greater number of patrons will be interested in
a collection of F&B establishments that offer a
variety of options.
This category includes establishments that
serve food and/or alcohol consumed on
premises. Tenant types in the F&B category
include sit-down restaurants, cafes, bars,
coffee shops, sandwich shops, ice cream
shops, quick-bite establishments, fast-food
restaurants, and similar.
F&B Examples: &Pizza, Cava, Brickside,
Starbucks, Bethesda Bagels

10

CLASS OF SPACE
The quality of the ground-level retail space that exists in each of the retail clusters is a critical
measurement in determining the ability of an area to attract tenants and support customer sales.
For each district, an inventory was undertaken to determine the amount and retail-readiness of
ground-level spaces. This evaluation provides an assessment of the retail supply within each district.
The total amount of existing retail space currently in supply does not provide the most accurate
market depiction. In most markets, it is typical to find retail establishments that maintain operations
in substandard spaces and locations. As new, better quality space is constructed, the substandard
space is often replaced or converted to a non-retail use.
The following classifications are applied to retail spaces that meet the listed criteria:

CLASS A

CLASS C

Space that meets the requirements for a Class

A rating typically has the following attributes:

Space that meets the requirements for a Class

C rating typically has the following attributes:

located at a corner/end of a row of retail

spaces or prominently situated among a row
of establishments;
floor-to-ceiling clear height of 14 feet or more;
storefront width of 20 feet or more;
well-maintained;
clearly visible from primary streets;
constructed with quality materials;
properly lit exterior and display spaces;
clear pedestrian and vehicular access; and,
associated or adjacent parking.

located among in-line establishments;

floor-to-ceiling clear heights of less than 12
feet;
storefront width of less than 15 feet; and,
diminished representation of factors listed for
Class B space.

CLASS B

BUILD-TO-SUIT (BTS)
Space that is listed as BTS has been
constructed for a specific tenant in such a
manner that conversion to another use or
tenant will be difficult or impractical.

Space that meets the requirements for a Class

B rating typically has the following attributes:
w
 ell-situated among in-line establishments;
floor-to-ceiling clear height of approximately
12 feet or more;
storefront width of 15 feet or more;
well-maintained; and,
diminished representation of factors listed for
Class A space.

11
FINAL DRAFT | OCTOBER 20, 2014

MODIFIED INVENTORY
To account for possible changes in the retail supply caused by changing demand, new construction,
and/or stronger competition, a percentage of probability is assigned to each class of retail space.
This percentage assumes the likelihood that retail space currently in the existing supply will remain.
As retail markets improve, the overall quality of space also improves. The resulting calculation is
known as the study areas modified inventory.
To calculate modified inventory, each retail space receives a class of space designation (A, B, C, or
BTS - build-to-suit). For each study area, the total amount of retail for each class is multiplied by an
efficiency rating (see example below). This efficiency considers that a percentage of the existing
retail inventory is not well suited for retail under improved conditions and has the potential to (a)
convert to a non-retail use, such as a professional office or similar use, or (b) be redeveloped.
The modified inventory adjustment is a critical piece in evaluating the ability of the areas buildings
(supply) to accommodate the needs of its customer base (demand). The difference between the
existing retail occupied space (134,253 square feet) and the modified inventory (111,773 square feet)
allows that 22,480 square feet within the example below will not be included as part of the areas
functioning retail supply in unmet demand calculations.

MODIFIED INVENTORY CALCULATION EXAMPLE

CLASS OF
SPACE

TOTAL AMOUNT OF RETAILAPPROPRIATE SPACE (SQUARE

FEET)

EFFICIENCY

MODIFIED
INVENTORY
(SQUARE FEET)

41,967

90%

37,770

68,396

82%

56,085

23,890

75%

17,918

BTS

50%

TOTAL

134,253

111,773

MODIFIED INVENTORY EXAMPLE:

Store 1 is located in Class A retail space in a traditional storefront format at a high-traffic
intersection with wide sidewalks. Store 2 occupies Class C space with small windows along a
side street with poor pedestrian access.
In a conventional retail market analysis, the sites occupied by these retailers would be treated
equally. They would be regarded as part of the retail supply that is meeting the current and
projected spending needs of the local customer base.
The problem with this approach is that it assumes the poor quality space occupied by the
bakery will remain part of the retail supply as local markets improve. In fact, a space considered
Class C for retail may be better suited for an office, residential, or institutional use as retailers
are able to afford and move to Class A or B retail space.
Therefore, an efficiency rating is assigned to each class of retail space that allows for the
possibility that it will convert to a non-retail use over the term of the market assessment. In
doing so, the potential for poor quality spaces to be redeveloped, retenanted, or even razed is
recognized. With this information, a more accurate picture of the total unmet retail demand
is conveyed.

12

SUPPLY-BASED TERMINOLOGY

RETAIL-APPROPRIATE SPACE
Spaces categorized as retail-appropriate have the following characteristics:
L
 ocated at street-level;
Are identifiable as having been constructed for a retail purpose. (A storefront or evidence of an
altered storefront typically indicates a space appropriate for retail use. Converted ground-level
residential space is often considered not retail appropriate as these locations are not regarded as
desirable by quality retail tenants.); and,
Are visible from a street or pedestrian pathway OR have highly visible directional signage.

NON-RETAIL OCCUPIED SPACE

Under conditions where the available retail space exceeds demand, non-retail users commonly
occupy locations identified with retail tenants (storefront spaces, in particular). Non-retail users
often found in ground-level sites with street frontage include: professional offices (attorneys,
accountants, medical services, architects, engineers, and similar); daycare/educational facilities;
religious facilities; government offices; and residences.
These tenants are generally not open to the public, do not offer goods or services without a prior
appointment, and infrequently use the storefront area for display purposes.

DEMAND-BASED TERMINOLOGY

HIGH AND LOW SALES PRODUCTIVITY

Under the condition of high productivity, retail sales are high, thus consumer expenditures are
concentrated on a smaller amount of total retail space. Low productivity conditions assign lower
potential sales per square foot to each type of retail; therefore, a greater amount of retail space
is supported but with significantly less profitability divided by expected sales per square foot for
that retail category, according to Urban Land Institute (ULI) standards and ICSC reports.1 For the
purposes of this table, demand figures for high productivity retail sales as represented in the
appendix are assigned.

UNMET RETAIL DEMAND

Retail demand is a function of the amount of spending generated by customers, decreased
proportionately by the strength of competitive retailers to attract these expenditures. Retail supply
is a measurement of the amount and ability of the existing retailers in an area to support the
customer needs.
The difference between these two pieces of data is the unmet retail demand for an area.

1 International Council of Shopping Centers, Office Worker Retail Spending Patterns: A Downtown and Suburban Area Study (New York: International Council of
Shopping Centers, 2004. All dollar figures updated to 2013 present value.

FINAL DRAFT | OCTOBER 20, 2014

13

METHODOLOGY
RETAIL MARKET ANALYSIS
For the purposes of this analysis, the following
tasks are undertaken to evaluate the retail
potential within each of Bethesda Downtowns
retail districts Arlington South, Bethesda Row,
Metro, Pearl, Wisconsin North, Wisconsin South,
and Woodmont Triangle.
First, the existing retail supply within each
district is analyzed. An inventory is undertaken
to record the address, store name and type,
occupancy status, and estimated square
footage of each retail-occupied and retailappropriate1 space in each district.
A Class of Space (A, B or C)2 designation is
determined for each retail-occupied or retailappropriate space. Each class is assigned a
percentage of probability for long-term (20year) usefulness within the marketplace. 3
The results of this calculation provide a more
reasonable estimate of the amount of retail that
is currently meeting the needs of the districts
customer base. The result of this calculation is
referred to as a modified inventory.
A summary and assessment of the existing
competition for customers in the Bethesda
market was undertaken. In addition to the
impact of the existing patrons, the effect of
potential new developments on retail demand
at each of the districts is forecasted.

A primary trade area (PTA), secondary trade

area (STA), and tertiary trade area (TTA) are
determined for each retail district. The PTA
identifies the segments from which the districts
establishments draw a majority of their
regular sales. The percentage of household
expenditures captured by retailers is expected
to be highest in its PTA. Convenience is a major
factor for sales generated locally.
Demand from the workplace population is
taken into account in each districts PTA. The
International Council of Shopping Centers
(ICSC) estimates that office workers with easy
access to retail convenience goods and places
to eat spend an average of $1,650 annually near
their workplaces.4 This spending is distributed
into the following categories: Food & Beverage
(57 percent), Neighborhood Goods & Services
(39 percent) and General Merchandise, Apparel,
Furnishings & Other retail (4 percent). 5
Future retail demand is calculated based on
residential and commercial growth for each
of the downtown districts trade areas. These
projections are based on expanding population
and estimates for new construction. Hotel
development was also estimated to facilitate
the growth of visitor-based demand.
(Continued on next page)

Boundaries for trade areas are then determined

for primary, secondary, and, when necessary,
tertiary levels of customer draws. Trade areas
are impacted by competition, drive times,
sociological and geographical boundaries,
shopping patterns by customer type,
pedestrian volumes, and other similar factors.
This information provides a starting point
for understanding the existing and potential
customer base for the retail market.

14

1 See page 14 for retail-appropriate definition.

2 See page 12 for class of space definition.
3 Within retail market assessment, 20 years is considered a long-term unit of time measurement as the duration of typical retail lease is 10 years with two 5-year
options.
4 International Council of Shopping Centers, Office Worker Retail Spending Patterns: A Downtown and Suburban Area Study (New York: International Council of
Shopping Centers, 2004. All dollar figures updated to 2013 present value.
5 See page 11 for definitions of retail categories - Neighborhood Goods & Services, Food & Beverage, and General Merchandise, Apparel, Furnishings & Other.

DISTRICT DIAGRAMS
Retail demand is measured by calculating each
districts ability to attract existing and projected
expenditures by residents, employees, and
visitors who might reasonably and regularly
patronize establishments there under ideal or
improved conditions.
Expenditures are determined from information
gathered from the U.S. Census Bureau, ESRI,
and Claritas, Inc. as appropriate. These total
estimated expenditures are multiplied by
a capture rate to estimate total captured
expenditures. Capture rates are set by
evaluating the amount, accessibility, and quality
of existing and proposed retail development
on the districts ability to draw customer
expenditures within the context of the larger
market.
Total estimated, captured expenditures in each
retail category are divided by expectations
for sales per square foot by retail tenant type.
The result of these calculations yields the total
amount of demand for each district within each
retail category.
At the conclusion of the retail market analysis,
the total amount of retail demand in each
district and for each retail category is measured
against the total amount of existing modified
inventory6 of the same characteristics. The
difference between these two figures is referred
to as the total unmet retail demand, or the total
amount of retail development potential within
each district for each retail category.

The diagrams at the end of each districts

section and within the summary represent the
proposed retail frontage of total projected
demand in 2024 as defined in the market
report. These are the areas in which Streetsense
suggest retail development should be actively
encouraged.
Retail demand assumes high-productivity
figure, based on expenditures and sales per
square foot thresholds.
Unless otherwise noted, proposed retail
frontage represents total retail area at an
average depth of 70 feet consistent with
optimum in-line retail depths. Retail that varies
from typical 70 depth is assumed to be 120
deep to accommodate junior anchor tenants.
Retail frontage locations are based on a
combination of the following:
existing retail stock and space currently
under construction
retailers needs, and
assumptions about M-NCPPCs Downtown
Bethesda Plan.

6 See page 13 for modified inventory definition.

15
FINAL DRAFT | OCTOBER 20, 2014

BETHESDA DOWNTOWN OVERVIEW

16

BETHESDA DISTRICTS DEFINED

The Bethesda Downtown Plan defines ten districts within the downtown core - Battery Lane,
Wisconsin North, Woodmont Triangle, Arlington North, Metro, Pearl District, Bethesda Row,
Arlington South, South Bethesda, and Wisconsin South. Additional transition areas flank the eastern
and west neighborhood boundaries.
For the purposes of this report all neighborhoods were studied, excluding the transition areas and
residential neighborhoods - Battery Lane, Arlington North, and South Bethesda.
Avvee
onsiinn A
W
Wis co

The importance of these districts lies in each areas ability to attract customers to a collection of
retailers, rather than to a specific establishment.
Additionally, these districts present opportunities
Dr
Cen
ter Dr
Center
for each to consider a market distinction/comprehensive merchandising strategies that create the
most beneficial mix of retail businesses.

Columbia Country Club

BATTERY LANE
5
D--33555
M
MD

MD
-18
7
No
rfo
lk

WISCONSIN
NORTH

Av
WOODMONT
e
TRIANGLE

MD-188

MD
-18
7

S
5555 S
D--33
M
MD

METRO

Ln
n Ln
Ham
pden
Hampde

Stt
errllyy S
W
Waavve

ARLINGTON
NORTH

wyy
Hw
eesstt H
W
W
E
E

PEARL

E
-41100 E
D-4
M
MD

Stt
lm S
E
Elm

o
W

od
BETHESDA
m
o
ROW
A
Ave
Ave nt A
esda
Beth
Bethesda

ve

ve
East A

C
Cheevyy Chhaasee Drr

WISCONSIN
SOUTH
N
N

S
MD-191

SOUTH
BETHESDA

5
3555
D--3
M
MD

ARLINGTON
SOUTH

MD-191

Chevy Chase Club

Little Falls Park

17

Bethesda Downtown Districts

FINAL DRAFT | OCTOBER 20, 2014

COMPETITIVE MARKET CONDITIONS

The retail districts within the Bethesda Downtown core face extreme competition, similar to many
cities around the nation. Due to the level of competition, there is a need to distinguish districts from
one another in order to provide market distinction.
Bethesda Row is a well-known retail district through Metro DC and across the country. Owners of
the Bethesda Row project, Federal Realty Investment Trust, estimate that their retailers customer
base is regularly attracted from as far away as McLean, Arlington, Downtown DC, Silver Spring, and
Rockville. Although they visit Bethesda Row less frequently, patrons from up to an hour drive time
commonly shop and dine here as well.

RETAIL DISTRICTS WITH MARKET DISTINCTION

The main reasons for Bethesda Rows broad customer base is its market distinction as a collection
of stores and restaurants in an exceptional environment. People are willing to pass the same
stores more conveniently located to their homes or workplaces to accomplish the same type of
commerce while participating in the experience created by the districts sidewalks, vias, plazas, and
architecture.
Woodmont Triangle has also established a wide customer base, although not as well-established
or distant as Bethesda Rows. Due in part to its angled roadway system that created triangles
within the Triangle, this districts oddly configured retail spaces, relative lack of clustered retail
establishments, and difficult accessibility and visibility from major roadways has allowed a more
diverse and local boutique retail environment to flourish. In general, start-up retailers are more likely
to set up shop in Woodmont Triangle over Bethesda Row.

RETAIL DISTRICTS WITHOUT MARKET DISTINCTION

Wisconsin North is a district without a clear identity, currently. Home to several of downtowns
hotels, this districts retail potential is compromised by its location on either side of Wisconsin
Avenue a major commuter arterial with traffic volumes that essentially eliminate the potential for
cross-shopping and visibility from passing cars with only seconds to recognize retail options along
the street.
The Metro district struggles with the same condition caused by the barrier of Wisconsin Avenues
width as well as its vehicular traffics volume and speed. Similar to Wisconsin North, this district
includes hotels, but is most noted for the density of office buildings that surround its Metro station
and accessible roadways. Consequently, most of the existing retail offerings in the Metro district are
oriented to the Monday through Friday, 9 to 5 customer. As Bethesda Row and Woodmont Triangle
become increasingly attractive as locations for new or expanding retailers, these areas draw more
and more customers away from the Metro districts shops, restaurants, and services.

18

Wisconsin South is located at the second most visible retail intersection in Bethesda Downtown
Wisconsin Avenue and Bradley Boulevard. Like its companion districts to the north, Wisconsin
South is bifurcated. This condition is reinforced by existing retail locations in the district, including
the Shops of Wisconsin (6831 Wisconsin Avenue Trader Joes, Jenny Craig, Gymboree) to the east
and the 6700 Wisconsin Avenue building (CVS, Staples, PetSmart). In its current configuration,
Wisconsin Souths retail is dominated by several large-format retailers, clustered in a non-traditional,
stacked urban-suburban design. One of this districts most significant obstacles to future growth
and change is its rigid structures that are difficult to adapt to more retail-appropriate spaces and,
therefore, more flexible tenanting.
In many ways, Arlington South is an outlier among the downtown districts. One of the gateways into
the city, this district retains reminders of Bethesdas suburban edges with strip shopping centers and
gas stations at its major intersection. The redeveloped Safeway at the intersection of Arlington Road
and Bradley Boulevard includes structured parking and a Starbucks. Further north and adjacent to
Bethesda Row, recent and new construction includes zero-lot line retail. As it stands today, Arlington
Souths market distinction is divided between a suburban ideal and an urban one. In other words, it
is indistinct.
As of today, the Pearl Districts retail identity is still only a notion. Along this one-block long area,
development that is planned and under construction is intended to serve the community east of
Wisconsin Avenue. Because retail trade areas for office workers are small due to limited time for
lunch and errands, the Pearl District is most likely to resemble the retail mix currently found along
Wisconsin Avenue, but in a more-controlled and safer pedestrian environment. This new retail space
will be entering the downtown commercial market at a time when Bethesda is well-served and few
retailers are expanding. However, this section of downtown is notably divided from the citys best
quality clusters that are located west of Wisconsin Avenue. The Pearl District will be an asset to the
office tenants and residents of the immediate area. That said, the amount and mix of its retail should
be focused to meet the areas unmet demand and yet avoid cannibalizing existing downtown retail
clusters.

19
FINAL DRAFT | OCTOBER 20, 2014

124
32
108

BETHESDA DOWNTOWN RETAIL IN A REGIONAL CONTEXT

216
200
370
124

198

DOWNTOWN CROWN - GAITHERSBURG, MD

198
198
WASHINGTONIAN CENTER/RIO CENTER - GAITHERSBURG, MD

28

270
29
112

911

586

182
95

ROCKVILLE PIKE AT WHITE FLINT

ROCKVILLE, MD

WESTFIELD MONTGOMERY MALL

190

BETHESDA, MD

495
390

391

DOWNTOWN SILVER SPRING

SILVER SPRING, MD

614

CHEVY CHASE/FRIENDSHIP HEIGHTS

RETAIL DISTRICT - WASHINGTON, DC
TENLEYTOWN RETAIL DISTRICT

7
123
267

674

295

WASHINGTON, DC

267

TYSONS CORNER

TYSONS CORNER, VA

50

29
50
1

66

Significant Retail within the Region

704

CITY CENTER
295 DC

237

50

50

50
29

WASHINGTON, DC
695

50
4

395
1
236

20

237

295
5

Chevy Chase/Friendship Heights Retail District: With its regional foundations beginning with Mazza
Gallerie and Chevy Chase Pavilion, the Chevy Chase/Friendship Heights retail cluster has grown
to include The Shops at Wisconsin Place, The Collection at Chevy Chase, and Wisconsin Place.
Almost one-million square feet of retail space is located within eight city blocks. This areas tenant
list includes Tiffany & Co, Anthropologie, Giant Foods, CVS, Whole Foods, Bloomingdales, Neiman
Marcus, and H&M.
Tenleytown Retail District: This smaller semi-regional retail center further reinforces Bethesdas
southern customer trade area boundaries. Including the Container Store and Best Buy, this Metroserved retail cluster has attracted tenants that might otherwise have been well-suited to the
Bethesda market.
Tysons Corner: Including two super regional malls, Tysons Corner Center and Tysons Galleria, Tysons
Corner retail square footage totals over 2.4 million square feet. Including one in the market tenants
such as L.L. Bean, American Girl, and the Lego Store. Tysons Corner will continue to be influential in
market assessments of every submarket in Metro DC for years, if not decades, to come.
Westfield Montgomery Mall: At nearly 1.2 million square feet, this traditional suburban mall is in
the midst of major redevelopment and upgrade. With the completion of a 16-screen movie theater
later this year, Westfield Montgomery Mall will impact regional markets in Montgomery County. This
influence will impact Bethesda Downtown primarily from a site-selection standpoint as few retailers
(with Apple as the notable exception) choosing to open locations at both the mall and downtown.
Rockville Pike at White Flint: During the past three years, the Rockville Pike corridor from I-495 to
Montrose Road has undergone a transformation. Several of the countrys largest developers have
initiated large-scale mixed-use developments, including the developers of Bethesda Row, Federal
Realty Investment Trust. The companys Pike & Rose development lies at the northern boundary of a
district that also includes projects by LCOR, The JBG Companies, and Lerner Enterprises.
Silver Spring: Focused around the Downtown Silver Spring mixed-use development by the
Peterson Companies, this suburban community has radically changed over the past decade.
The concentration of stores and restaurants within the downtown development has now been
surrounded by secondary retail growth. Retail tenants in this cluster include Ann Taylor Loft, Whole
Foods, DSW Shoe Warehouse, H&M and Strosniders Hardware. Silver Springs retail submarket
generates a solid eastern boundary for Bethesda Downtowns customer trade area.
Washingtonian Center/Rio Center/Downtown Crown: Located approximately 10 miles north
of Bethesda in Gaithersburg, this retail cluster has recently expanded with the addition of the
Downtown Crown development by The JBG Companies. Including a Target, Dicks Sporting Goods,
Kohls, and a collection of restaurants, this cluster bolsters the northern boundary of the customer
trade area for Bethesda along the I-270 corridor.
City Center DC: A new mixed-use development in Downtown DC, City Center DC will include
285,000 square feet of retail space that will include a mix of one in the market tenants including
Longchamp, Paul Stuart, and Zadig & Voltaire.

21
FINAL DRAFT | OCTOBER 20, 2014

PROJECTS UNDER CONSTRUCTION / PROPOSED

The projections are based on historic trends and do not reflect supply related factors such as
current construction. The current pipeline of building projects reflects a reasonable estimate of the
immediate growth to occur in each district over the next four years. As shown in the table below,
the large majority of projects (over 90 percent) in the Bethesda area are occurring in the Central
Business district (CBD).

BETHESDA DOWNTOWN DEVELOPMENT PIPELINE

Total New Buildings
Total Office/Retail Square Feet
Average Square Feet

26
2,881,201
110,815

Office

2,100,092

Retail

680,019

Total Residential Units

Multi Family
Single Family

2,850
2,845

There are 2,881,201 square feet (square feet) of

office space in the pipeline. Of that, 2,100,000
square feet will be office and 680,000 will be
retail. There will be a 17 percent increase in
office space over current inventory, based on
CoStars analysis of Bethesdas office inventory.
The total residential units slated to come to the
area is 2,850, which is a 25 percent increase
over current inventory. The vast majority of
these new units (99 percent) will be multifamily.

This is a significant level of activity. In fact,

there are far more projects currently in
construction (26) than project site plans
Office Jobs
5,824
permitted (effectively 0) and projects recently
Retail Jobs
1,291
completed (3). This might be due in part to the
recession pushing off the completion or start
of projects. It is likely that this surge of development will increase activity in the area, but there will
be less development thereafter as the market absorbs the new units and office space. Currently the
overall employment (let alone professional employment) is set to only increase by 5percent over this
period, according to the Metropolitan Washington Council of Governments (MWCOG) projections.
Total New Jobs

7,115

The expected jobs associated with these new projects seem small given the level of square footage
proposed. That said, there are significantly more office jobs than retail jobs being planned for. For
every new retail job, there are four and a half new office jobs expected. The 7,115 jobs will be a
6percent increase over the current stock of the executive and professional population.
There will be 2,872 new residential units coming to the area, which will be a 25.2 percent increase
in the current residential inventory. According to the building permits, these new businesses and
developments will bring 7,159 new jobs to the area. Of those, 5,824, or 81 percent, will be office jobs,
while the remaining 19 percent will be retail jobs.
The two largest projects coming to the area are at 7200 Woodmont and Bethesda Center. The 7200
Woodmont project is a piece of the larger Artery Building, which is a major site at the intersections
of Metro Center and Bethesda Row. It will host 755,739 of commercial office space and nearly
500 multifamily units. The second largest project set to come to the area is Bethesda Center to
the North of the district in Wisconsin North. It will host 253,787 square feet of office space. Both
sites according to the Bethesda Downtown Briefing Book will host about 200,000 square feet of
hotel space. Those two sites are the only new hotel spaces in the pipeline. The two other notable
commercial projects in the pipeline are in the Pearl District. They are the Air Rights Center and the
4500 East West Highway development.

22

While retail projects are spread more evenly throughout the market area, commercial sites are
clustered in a few districts, including, historically, Metro Center, the Pearl District, Woodmont and
Wisconsin North. Most of the new development, though, is occurring within Bethesda Row, which is
a shift from the past.
Woodmont Triangle has the most residential units in the pipeline of the districts. The Metro Center
is mostly built out as of now, which is partly why there is little development slated for the area. As
shown in the mapping of office space in the region, it has the largest concentration of commercial
office space by far. Many of the new projects are being constructed just outside of the district in the
Pearl District and Bethesda Row. Arlington South is primarily an auto-oriented retail district. Safeway
is the only recently completed commercial site was in this area. The new development poised for this
area is residential.
There are eight total leases in Bethesda. 54 percent of the square feet represented by the leases will
expire in the next four years. This represents 2.8 percent of the total office space in the area.

23
FINAL DRAFT | OCTOBER 20, 2014

DISTRICT MARKET ASSESSMENTS

ARLINGTON SOUTH RETAIL DISTRICT

EXISTING CONDITIONS

MD
-18
7

wyy
Hw
tt H
Weess
E
EW

Ln
en Ln
Hampd
Hampden

10
-410
D-4
M
MD

E
E

St
m St
El
Elm

od
m
o
Ave nt A
da Ave
Bethes
Bethesda
v

C
Cheevyy Chhaasee Drr

S
MD-191

East Av

N
5N
3555
D--3
M
MD

The eastern edge of the district borders the

Capital Crescent Trail, an 11-mile path that
runs between Georgetown, Washington, DC,
and Silver Spring, Maryland.

MD-188

Stt
errllyy S
W
Waavve

At the northeast corner of the district are

a cluster of office buildings and parking
at a surface lot and garage. Within several
buildings, there are ground level retail
spaces along Arlington Road.

Av
e

o
W

The overall character of the district is

automobile-oriented as illustrated by a
Liberty gas station at both the northwest
and southeast corners of the main
crossroad, Arlington Road and Bradley
Boulevard.

No
rfo
lk

S
5555 S
D--33
M
MD

Safeways parking garage is in the rear of

the building and the main entrance is at the
corner of Bradley Boulevard and Arlington
Road abutting the sidewalk.

MD
-18
7

Columbia Country Club

-35555
D-3
M
MD

The Bradley Shopping Center is a traditional

strip mall and features several retailers
behind a row of angled parking.

Dr
Center
Center Dr

Avvee
onsiinn A
W
Wis co

The Arlington South Retail District is an

emerging retail corridor, currently anchored
by the Bradley Shopping Center and a newly
constructed Safeway grocery store.

MD-191

Chevy Chase Club

Little Falls Park

Arlington South Retail District, as defined in the Bethesda

Downtown Plan.

Several retail locations within Arlington South.

25
FINAL DRAFT | OCTOBER 20, 2014

RETAIL INVENTORY
The Arlington South Retail District inventory
includes 22 locations that were surveyed
and recorded in August 2014. This total
included 18 retail establishments and 4
retail-appropriate spaces that are currently
occupied by a non-retail use. For the
purposes of the supply analysis, total square
footages are the prevailing source of data
and analysis.
The total amount of retail-appropriate space
in the Arlington South Retail District is
estimated at 111,300 square feet.
Of the total amount of retail-appropriate
space, approximately 9,900 square feet (8.9
percent) is currently occupied by non-retail
users. There are not any vacant spaces within
the district.
The total amount of space currently occupied
by retail establishments is approximately
101,400 square feet.

Arlington South Modified Inventory Map

DISTRIBUTION OF RETAIL-APPROPRIATE SPACE: ARLINGTON SOUTH RETAIL DISTRICT

CLASSIFICATION
TOTAL RETAIL-TENANTED SPACE
TOTAL NON-RETAIL TENANTED SPACE
TOTAL VACANT SPACE
TOTAL

Source: Streetsense Retail Inventory, August 2014

26

TOTAL AMOUNT (SQUARE

FEET)

PERCENTAGE

101,400

91.1%

9,900

8.9

0%

111,300

100%

RLINGTONTRADE
SOUTHAREA DESIGNATION

TTA

STA

PTA

Arlington South Primary Trade Area (PTA), Secondary Trade Area (STA), and Tertiary Trade Area (TTA)

The Arlington South retail district includes all retail locations within the specified neighborhood, as
determined by the Montgomery County Planning Department, and detailed on the previous page.

27
FINAL DRAFT | OCTOBER 20, 2014

PRIMARY TRADE AREA

SECONDARY TRADE AREA

The following customer groups contribute

demand for the Arlington South retail district.

The following customer group contributes

demand from the secondary trade area for the
Arlington South retail district.

RESIDENT-GENERATED DEMAND
Based on 2014 estimates, 2,450 people
currently reside in 1,152 households in the PTA.
The median household income is $92,468. 2

RESIDENT-GENERATED DEMAND
For 2014, an estimated 12,969 people reside in
6,156 households within the STA. The median
household income is $113,659.4

WORKFORCE-GENERATED DEMAND
According to 2014 U.S. Census estimates, there
are approximately 800 daytime employees in
the PTA. Of the overall total, approximately 32
percent serve in Executive and Professional
roles and 50 percent serve in Administration
and Support roles. 3

VISITOR-GENERATED DEMAND
There are not any hotels within the primary
trade area for Arlington South and therefore no
additional demand generated.

TERTIARY TRADE AREA

The following customer group contributes

demand from the tertiary trade area for the
Arlington South retail district.

RESIDENT-GENERATED DEMAND
For 2014, an estimated 70,160 people reside in
28,259 households within the TTA. The median
household income is $132,627. 5

ARLINGTON SOUTH CUSTOMER BASE DEMOGRAPHICS

NUMBER OF RESIDENTS
NUMBER OF HHS
MEDIAN HH INCOME
WORKFORCE POPULATION

PTA

STA

TTA

2,450

12,969

70,160

1,152

6,156

28,259

$92,468

$113,659

$132,627

800

N/A

N/A

Source: Nielsen Company/Claritas Demographics and Business Facts reports created for Streetsense, August 2014

28

2 All demographic and income statistics were derived from a U.S. Census/Nielsen Solution Center, August 2014 Report.
3 U.S. Census Bureau data generated through the Nielsen Company/Claritas Demographics and Business Facts reports created for Streetsense, August 2014.
4 U.S. Census Bureau data generated through the Nielsen Company/Claritas Demographics report created for Streetsense, August 2014.
5 U.S. Census Bureau data generated through the Nielsen Company/Claritas Demographics report created for Streetsense, August 2014.

RETAIL DEMAND
Each of the three major retail categories has distinctive characteristics that influence tenant location
decisions and shopping patterns. These factors significantly affect each retail districts capture rates
for customer expenditures within the trade areas.
The following table totals the cumulative demand of residents and workforce within the Arlington
South retail districts PTA, STA, and TTA.

LOW-PRODUCTIVITY AND HIGH-PRODUCTIVITY RETAIL DEMAND ARLINGTON SOUTH RETAIL DISTRICT

CATEGORY

TOTAL DEMAND-LOW
PRODUCTIVITY
(SQUARE FEET)

TOTAL DEMAND-HIGH
PRODUCTIVITY
(SQUARE FEET)

NEIGHBORHOOD
GOODS & SERVICES

55,074

47,305

FOOD & BEVERAGES

17,763

12,582

GAFO

40,421

35,777

TOTAL RETAIL DEMAND

113,258

95,664

Source: Technical Appendix AS-1 to AS-11.

29
FINAL DRAFT | OCTOBER 20, 2014

RETAIL SUPPLY - MODIFIED INVENTORY

Of the 22 retail-occupied spaces in the
Arlington South retail district, only one of the
existing tenants is included in the F&B category.
Contributing approximately 1,400 square
feet, F&B retailers constitute 1.4 percent of
the existing inventoried retail space along the
corridor.
In the GAFO category, 6 existing tenants
were identified. Accounting for approximately
29,000 square feet, GAFO retailers occupy 28.6
percent of existing inventoried retail space. The
largest GAFO retailers (with square footage) in
the Arlington South retail district is Strosnider
Hardware with approximately 18,000 square
feet.

ARLINGTON SOUTH RETAIL DISTRIBUTION

28.60%

1.38%

The 11 NG&S retailers in the Arlington South

retail district total approximately 71,000 square
feet, or 70 percent, of existing inventoried retail
space.

70.02%

NG&S

F&B

GAFO

The estimated modified inventory for the

retail supply in the Arlington South retail district
is approximately 74,788 square feet. This figure
was determined by assigning a probability
percentage of 90 percent for Class A space,
82 percent for Class B space, 75 percent for
Class C space, and 50 percent for Build-to-Suit
space.6

MODIFIED INVENTORY SUPPLY CALCULATION FOR ARLINGTON SOUTH RETAIL DISTRICT

CLASS OF
SPACE
A
B
C
BTS
TOTAL

TOTAL AMOUNT
(SQUARE FEET)
55,500
5,900
0
40,000
101,400

EFFICIENCY
90%
82%
75%
50%

MODIFIED INVENTORY
(SQUARE FEET)
49,950
4,838
0
20,000
74,788

Source: Streetsense Retail Inventory, August 2014

30

6 Probability percentages for classes of space are derived from a database of information compiled and maintained by Streetsense. This information is
proprietary and determines retention rates and real estate performance benchmarks in retail markets similar to Bethesda Downtowns total supply and
demographics.

UNMET RETAIL DEMAND

Each of these three major retail categories has distinctive characteristics that impact market
distinction, including tenant location decisions and shopping patterns. These factors significantly
impact the Arlington South retail districts capture rate for customer expenditures generated within
the trade areas.7
The total amount of demand generated by existing and potential8 Arlington South customers is
measured against the modified supply presently occupied by tenants within each retail category.
The delta between these two figures is the amount of unmet demand available within the Arlington
South retail district for each category.
This method of assessment concludes that retail within the Arlington South retail district include
more NG&S tenants than the market can support. Additionally, this table also demonstrates the
significant need for additional F&B and GAFO retailers within this district.

ARLINGTON SOUTH RETAIL DISTRICT UNMET RETAIL DEMAND (2014)

NG&S

F&B

GAFO

TOTAL

TOTAL DEMAND (SF)

47,305

12,582

35,777

95,664

MODIFIED SUPPLY (SF)

47,636

1,148

26,004

74,788

(331)

11,434

9,773

20,876

UNMET DEMAND (SF)

Source: Streetsense Retail Inventory and Technical Appendix AS-1 to AS-11.

7 Capture rate is a term indicating the estimated percentage of expenditures that can be attracted to a given location. The potential capture rates for the
Arlington South retail cluster are based on typical performance by establishments in each retail category and the strength of the competition posed in each retail
category.
8 Under improved conditions.

FINAL DRAFT | OCTOBER 20, 2014

31

PROJECTED RETAIL DEMAND

ARLINGTON SOUTH - EXISTING AND PROJECTED RETAIL DEMAND (SQUARE FEET)

CATEGORY

EXISTING
DEMAND

2019 DEMAND

2024 DEMAND

2029 DEMAND

2034 DEMAND

NG&S

47,305

46,867

53,621

58,309

63,635

F&B

12,582

13,865

14,309

15,719

17,261

GAFO

35,777

35,857

40,277

42,947

46,185

TOTAL ESTIMATED
RETAIL DEMAND:

95,664

96,588

108,208

116,975

127,081

Source: Technical Appendix AS-1 to AS-56.

As demand continues to grow in the

automobile-oriented Arlington South district,
theres a great opportunity to redevelop the
Bradley Shopping Center to create additional
supply of junior anchor, GAFO retail space,
including Nordstrom Rack, Tuesday Morning,
Marshalls, and Dollar Tree as representative
tenants . The retail within the northwest block
of the Bradley Boulevard and Arlington Road
intersection currently consists of a gas station
and a set back strip center.
As an automobile-oriented retail district,
convenience and abundance of parking will
be critical for this district as redevelopment
occurs. By urbanizing the development pattern,
building to the sidewalk with parking in the rear
or underneath the building, the site can support
the 120 depth required for junior anchors.
The existing grocery store (Safeway) and CVS
Pharmacy creates and fulfill the opportunity for
neighborhood goods and services. Additional
NG&S tenants can accompany the existing
anchors to include barbershops, dry cleaners,
and nail and hair salons as demand increases
through 2034.

Recommended Retail Frontage for Arlington South

32

ARLINGTON SOUTH RETAIL MARKET ASSESSMENT

The supply and demand totals for NG&S retail in Arlington South are statistically even, indicating an
economic equilibrium (no additional supply is necessary, yet no demand is left unmet).
F&B retail is currently underrepresented with over 10,000 square feet of unmet demand. This gap
is most likely driven by districts traffic volume and concentration of NG&S retail. Eateries without
easily accessible, convenient parking are apt to struggle at this location, regardless of the demand
indicators.
GAFO retail also has a small amount of existing unmet demand in Arlington South. This total could
equal several small shops in a configuration similar to Bradley Shopping Center or mid-sized junior
anchor. These options would also require retail-oriented parking solutions, as Arlington Souths
relatively low density and lack of transit options necessitate automobile patronage.
Throughout the next 20 years, as development increases density and population within its primary
trade area, Arlington Souths ability to expand its retail offerings in a more urbanized manner
(mixed-use, zero lot-line, parking maximum requirements) will improve.

33
FINAL DRAFT | OCTOBER 20, 2014

BETHESDA ROW RETAIL DISTRICT

EXISTING CONDITIONS

Ln
en Ln
Hampd
Hampden

10
-410
D-4
M
MD

E
E

St
m St
El
Elm

od
m
o
Ave nt A
da Ave
Bethes
Bethesda
ve

S
MD-191

C
Cheevyy Chhaasee Drr

34

wyy
Hw
tt H
Weess
E
EW

East Av

Several retail locations within Bethesda Row.

MD
-18
7

N
5N
3555
D--3
M
MD

The Capital Crescent Trail runs along the eastern

edge of the district.

MD-188

Stt
errllyy S
W
Waavve

Along the western edge of Bethesda Avenue, a

strip of privately owned retailers are clustered
immediately outside of the district boundaries.
For the purposes of this study, those retailers
were included in supply calculations.

Av
e

S
5555 S
D--33
M
MD

Parallel to Bethesda Avenue, Elm Street features

the Bethesda Row project and additional older
retail with Class B and C spaces.

No
rfo
lk

o
W

Across from Barnes and Noble, two buildings

(The Darcy and The Flats) and a 900-space
parking garage are under construction. Each of
the buildings are primarily residential with retail
on the ground level.

MD
-18
7

Columbia Country Club

-35555
D-3
M
MD

As the majority owners of property, Federal

Realty Investment Trust developed the Bethesda
Row project as an urban mixed-use district with
pedestrian-oriented retail, office and residential
uses. This regional destination includes 298 onstreet and garage parking.

Dr
Center
Center Dr

Avvee
onsiinn A
W
Wis co

Bethesda Row is the district immediately north

of Arlington South, and has a unique character
compared to other districts within Bethesda
Downtown. The district is physically isolated
from Wisconsin Avenue and Bradley Boulevard
- major thoroughfares in Bethesda; however,
Arlington Road does crass the western section
of the district.

MD-191

Chevy Chase Club

Little Falls Park

Bethesda Row Retail District, as defined in the Bethesda

Downtown Plan.

RETAIL INVENTORY
The Bethesda Row Retail District
Inventory includes 113 locations
that were surveyed and recorded in
August 2014. This total included 106
retail establishments and 7 retailappropriate spaces that are currently
vacant or occupied by a non-retail
use. For the purposes of the supply
analysis, total square footages are
the prevailing source of data and
analysis.
The total amount of retailappropriate space in the Bethesda
Row Retail District is estimated at
336,114 square feet.
Of the total amount of retailappropriate space, approximately
5,367 square feet (1.6 percent) are
currently occupied by non-retail
users. An additional estimated 15,053
square feet (4.5 percent) are vacant.
When combined, these two figures
constitute an underutilized space
rate of 6.1 percent. More precisely,
approximately 20,420 square feet
of retail-appropriate space located
in the Bethesda Row retail district is
not occupied by retail tenants.
The total amount of space currently
occupied by retail establishments is
approximately 315,694 square feet.

Bethesda Row Modified Inventory Map

DISTRIBUTION OF RETAIL-APPROPRIATE SPACE: BETHESDA ROW RETAIL DISTRICT

CLASSIFICATION

TOTAL AMOUNT (SQUARE

FEET)

PERCENTAGE

315,694

93.9%

TOTAL NON-RETAIL TENANTED SPACE

5,367

1.6%

TOTAL VACANT SPACE

15,053

4.5%

TOTAL

336,114

100%

TOTAL RETAIL-TENANTED SPACE

Source: Streetsense Retail Inventory, August 2014

35
FINAL DRAFT | OCTOBER 20, 2014

TRADE AREA DESIGNATION

BETHESDA ROW

TTA

STA
PTA

Bethesda Row Primary Trade Area (PTA), Secondary Trade Area (STA), and Tertiary Trade Area (TTA)

The Bethesda Row retail district includes all retail locations within the specified neighborhood, as
determined by the Montgomery County Planning Department.

36

PRIMARY TRADE AREA

SECONDARY TRADE AREA

The following customer groups contribute

demand for the Bethesda Row retail district.

The following customer group contributes

demand from the secondary trade area for the
Bethesda Row retail district.

RESIDENT-GENERATED DEMAND
Based on 2014 estimates, 9,261 people currently
reside in 5,058 households in the PTA. The
median household income is $97,446.9

WORKFORCE-GENERATED DEMAND

RESIDENT-GENERATED DEMAND
For 2014, an estimated 57,820 people reside in
24,521 households within the STA. The median
household income is $132,754.11

According to 2014 U.S. Census estimates, there

are approximately 19,269 daytime employees
in the PTA. Of the overall total, approximately
54 percent serve in Executive and Professional
roles and 31 percent serve in Administration and
Support roles.10

TERTIARY TRADE AREA

VISITOR-GENERATED DEMAND

The following customer group contributes

demand from the tertiary trade area for the
Bethesda Row retail district.

Visitors contribute to the Bethesda Row retail

districts customer base. In 2014, approximately
334,176 visitor nights were recorded in hotels
within the PTA.

RESIDENT-GENERATED DEMAND
For 2014, an estimated 41,493 people reside in
17,226 households within the TTA. The median
household income is $123,271.12

BETHESDA ROW CUSTOMER BASE DEMOGRAPHICS

PTA

STA

TTA

NUMBER OF RESIDENTS

9,261

57,820

41,493

NUMBER OF HHS

5,058

24,521

43,987

$97,446

$132,754

$123,271

19,269

N/A

N/A

MEDIAN HH INCOME
WORKFORCE POPULATION

Source: Nielsen Company/Claritas Demographics and Business Facts reports created for Streetsense, August 2014

9 All demographic and income statistics were derived from a U.S. Census/Nielsen Solution Center, August 2014 Report. 10 U.S. Census Bureau data generated
through the Nielsen Company/Claritas Demographics and Business Facts reports created for Streetsense, August 2014.
11 U.S. Census Bureau data generated through the Nielsen Company/Claritas Demographics report created for Streetsense, August 2014.
12 U.S. Census Bureau data generated through the Nielsen Company/Claritas Demographics report created for Streetsense, August 2014.

FINAL DRAFT | OCTOBER 20, 2014

37

RETAIL DEMAND
Each of the three major retail categories has distinctive characteristics that influence tenant location
decisions and shopping patterns. These factors significantly affect each retail districts capture rates
for customer expenditures within the trade areas.
The following table totals the cumulative demand of residents, workforce, and visitors within the
Bethesda Row retail districts PTA, STA, and TTA.

LOW-PRODUCTIVITY AND HIGH-PRODUCTIVITY RETAIL DEMAND BETHESDA ROW RETAIL DISTRICT

CATEGORY

TOTAL DEMAND-LOW
PRODUCTIVITY
(SQUARE FEET)

TOTAL DEMAND-HIGH
PRODUCTIVITY
(SQUARE FEET)

NEIGHBORHOOD
GOODS & SERVICES

153,378

131,626

FOOD & BEVERAGES

158,738

113,537

GAFO

66,423

58,908

TOTAL RETAIL DEMAND

378,539

304,070

Source: Technical Appendix BR-1 to BR-11.

38

RETAIL SUPPLY - MODIFIED INVENTORY

BETHESDA ROW RETAIL DISTRIBUTION

Of the 106 retail-occupied spaces in the

Bethesda Row retail district, 48 existing tenants
are included in the F&B category. Contributing
approximately 134,132 square feet, F&B
retailers constitute 42.5 percent of the existing
inventoried retail space along the corridor.
In the GAFO category, 36 existing tenants
were identified. Accounting for approximately
106,022 square feet, GAFO retailers occupy
33.6 percent of existing inventoried retail space.
The three largest GAFO retailers (with square
footage) in the Bethesda Row retail district are
Barnes & Noble (37,500 square feet), Urban
Country Designs (5,924 square feet), and City
Sports (5,786 square feet).

23.93%

33.58%

42.49%

The 22 NG&S retailers in the Bethesda Row

retail district total approximately 75,540 square
feet, or 23.9 percent, of existing inventoried
retail space.

NG&S

F&B

GAFO

The estimated modified inventory for the

retail supply in the Bethesda Row retail
district is approximately 259,687 square feet.
This figure was determined by assigning a
probability percentage of 90 percent for Class
A space, 82 percent for Class B space, 75
percent for Class C space, and 50 percent for
Build-to-Suit space.13

MODIFIED INVENTORY SUPPLY CALCULATION FOR BETHESDA ROW RETAIL DISTRICT

CLASS OF
SPACE
A
B
C
BTS
TOTAL

TOTAL AMOUNT
(SQUARE FEET)
180,265
83,953
11,476
40,000
315,694

EFFICIENCY
90%
82%
75%
50%

MODIFIED INVENTORY
(SQUARE FEET)
162,239
68,841
8,607
20,000
259,687

Source: Streetsense Retail Inventory, August 2014

13 Probability percentages for classes of space are derived from a database of information compiled and maintained by Streetsense. This information is proprietary
and determines retention rates and real estate performance benchmarks in retail markets similar to Bethesda Downtowns total supply and demographics.

FINAL DRAFT | OCTOBER 20, 2014

39

UNMET RETAIL DEMAND

Each of these three major retail categories has distinctive characteristics that impact market
distinction, including tenant location decisions and shopping patterns. These factors significantly
impact the Bethesda Row retail districts capture rate for customer expenditures generated within
the trade areas.14
The total amount of demand generated by existing and potential15 Bethesda Row customers is
measured against the modified supply presently occupied by tenants within each retail category.
The delta between these two figures is the amount of unmet demand available within the Bethesda
Row retail district for each category.
This method of assessment concludes that retail within the Bethesda Row retail district include more
F&B AND GAFO tenants than the market can support. Additionally, this table also demonstrates the
significant need for additional NG&S retailers within this district.

BETHESDA ROW RETAIL DISTRICT UNMET RETAIL DEMAND (2014)

NG&S

F&B

GAFO

TOTAL

131,626

113,537

58,908

304,070

MODIFIED SUPPLY (SF)

49,711

116,384

93,593

259,687

UNMET DEMAND (SF)

81,915

(2,847)

(34,685)

44,383

TOTAL DEMAND (SF)

Source: Streetsense Retail Inventory and Technical Appendix BR-1 to BR-11.

40

14  Capture rate is a term indicating the estimated percentage of expenditures that can be attracted to a given location. The potential capture rates for the
Bethesda Row retail cluster are based on typical performance by establishments in each retail category and the strength of the competition posed in each retail
category.
15 Under improved conditions.

PROJECTED RETAIL DEMAND

BETHESDA ROW - EXISTING AND PROJECTED RETAIL DEMAND (SQUARE FEET)

CATEGORY

EXISTING
DEMAND

2019 DEMAND

2024 DEMAND

2029 DEMAND

2034 DEMAND

NG&S

131,626

133,866

145,527

159,652

174,945

F&B

113,537

131,323

137,510

149,895

163,360

GAFO

58,908

56,612

61,702

67,910

74,641

304,070

321,801

344,739

377,457

412,945

TOTAL ESTIMATED
RETAIL DEMAND:

Source: Technical Appendix BR-1 to BR-56

As detailed previously, the Bethesda Row retail district is a strong regional retail district with
abundance of high-quality retail stock. Therefore, no changes are necessary or recommended for
the development pattern and existing retail experience. As additional retail is built in the southeast
corner of the district, the demand is fulfilled with additional opportunities to fill the gaps of existing
retail (Giant parking lot, Mercedes Benz dealership front lot, and Honda dealership) and to upgrade
lower quality retail spaces on the north side of Elm Street.
The challenge going forward in this district will be to build upon existing success without diluting
the retail supply - characterized by nationally and regionally recognized and sought after tenants.
There is an opportunity to extend the retail expression along Bethesda Avenue and embrace a new
gateway node to the district at Wisconsin Avenue.
Within the Bethesda Row district the most immediate unmet demand exists within the NG&S retail
category. Representative tenants for this category consists of small-format, storefront gyms (Zengo,
Pure Barre, Crossfit), pharmacies, dry cleaners, and nail/hair salons. Additional F&B and GAFO
tenants are not suggested based upon the existing supply.

Recommended Retail Frontage for Bethesda Row

41
FINAL DRAFT | OCTOBER 20, 2014

BETHESDA ROW MARKET ASSESSMENT

Bethesda Rows concentration of boutique shops and restaurants have often spurred the question
how much is too much? The results of the demand analysis for the district suggest that current
amounts of F&B tenants are supportable at this location and that GAFO tenants are oversupplied
by approximately one-third. However, in the 20-year forecast, demand for these boutiques quickly
reaches current levels of supply.
Due in large part to several developers commitment to creating a shopping and dining destination
at Bethesda Row, the district has lacked many of the goods and services tenants typically associated
with a neighborhood retail cluster. The demand analysis illustrates this point. Despite the inclusion
of a Giant grocery store and several small service tenants, residents within Bethesda Rows primary
trade area are traveling to other districts for weekly shopping and errands.
Examples of potential tenants might include a drugstore/pharmacy, wine and liquor store, additional
salons, or quick-service restaurants with prepared food options.

42

METRO RETAIL DISTRICT

EXISTING CONDITIONS

No
rfo
lk

Av
e

MD-188

MD
-18
7

wyy
Hw
tt H
Weess
E
EW

S
5555 S
D--33
M
MD

Ln
en Ln
Hampd
Hampden

Stt
errllyy S
W
Waavve

E
10 E
-410
D-4
M
MD
St
m St
El
Elm

o
W

od
m
o
Ave nt A
da Ave
Bethes
Bethesda
v

C
Cheevyy Chhaasee Drr

S
MD-191

East Av

N
5N
3555
D--3
M
MD

A few single-family residential homes are at the

northeastern corner of the district and a large
multi-family building at the northwestern edge.

MD
-18
7

Columbia Country Club

-35555
D-3
M
MD

With a daily traffic count of 38,000 vehicles,

Wisconsin Avenue bifurcates the Metro retail
district. To the blocks west and east this arterial
street, sidewalks, and plazas are oriented to
pedestrians.

Dr
Center
Center Dr

Avvee
onsiinn A
W
Wis co

The district at and surrounding the Bethesda

Metro station is heavily concentrated with
office uses and supporting retail (i.e. eating
establishments). There are also several hotels
within the district, including the Hyatt Regency
Bethesda, the Residence Inn by Marriott and
the Hilton Garden Inn. Physically, it originates
at the western boundary of the East-West
Highway and flanks both sides of Wisconsin
Avenue. Above the Metro station theres a large
public plaza with a small green behind the
Hyatt Regency.

MD-191

Chevy Chase Club

The Capital Crescent Trail runs underground

through the southern end of the district.

Little Falls Park

Metro Retail District, as defined in the Bethesda

Downtown Plan.

Several retail locations within Metro.

43
FINAL DRAFT | OCTOBER 20, 2014

BE

RETAIL INVENTORY
The Metro Retail District Inventory
includes 92 locations that were
surveyed and recorded in August
2014. This total included 62 retail
establishments and 30 retailappropriate spaces that are currently
vacant or occupied by a non-retail
use. For the purposes of the supply
analysis, total square footages are the
prevailing source of data and analysis.
The total amount of retail-appropriate
space in the Metro Retail District is
estimated at 356,889 square feet.
Of the total amount of retailappropriate space, approximately
46,700 square feet (13.1 percent)
are currently occupied by non-retail
users. An additional estimated 42,104
square feet (11.8 percent) are vacant.
When combined, these two figures
constitute an underutilized space
rate of 24.9 percent. More precisely,
approximately 88,804 square feet of
retail-appropriate space located in the
Metro retail district is not occupied by
retail tenants.
The total amount of space currently
occupied by retail establishments is
approximately 268,085 square feet.
Metro Modified Inventory Map

DISTRIBUTION OF RETAIL-APPROPRIATE SPACE: METRO RETAIL DISTRICT

CLASSIFICATION

TOTAL AMOUNT (SQUARE

FEET)

PERCENTAGE

TOTAL RETAIL-TENANTED SPACE

268,085

75.1%

TOTAL NON-RETAIL TENANTED SPACE

46,700

13.1%

TOTAL VACANT SPACE

42,104

11.8%

356,889

100%

TOTAL
Source: Streetsense Retail Inventory, August 2014

44

ETHESDATRADE
METROAREA DESIGNATION

STA

PTA

Metro Primary Trade Area (PTA), Secondary Trade Area (STA), and Tertiary Trade Area (TTA)

The Metro retail district includes all retail locations within the specified neighborhood, as determined
by the Montgomery County Planning Department.

45
FINAL DRAFT | OCTOBER 20, 2014

PRIMARY TRADE AREA

SECONDARY TRADE AREA

The following customer groups contribute

demand for the Metro retail district.

The following customer group contributes

demand from the secondary trade area for the
Metro retail district.

RESIDENT-GENERATED DEMAND
Based on 2014 estimates, 1,825 people currently
reside in 1,177 households in the PTA. The
median household income is $103,355.16

RESIDENT-GENERATED DEMAND
For 2014, an estimated 12,951 people reside in
5,898 households within the STA. The median
household income is $122,682.18

WORKFORCE-GENERATED DEMAND
According to 2014 U.S. Census estimates, there
are approximately 5,369 daytime employees
in the PTA. Of the overall total, approximately
56 percent serve in Executive and Professional
roles and 31 percent serve in Administration and
Support roles.17

VISITOR-GENERATED DEMAND

TERTIARY TRADE AREA

The Metro retail district does not have a
customer group to contribute demand from the
tertiary trade area.

Visitors contribute to the Metro retail districts

customer base. In 2014, approximately 334,176
visitor nights were recorded in hotels within the
PTA.

METRO CUSTOMER BASE DEMOGRAPHICS

PTA

STA

TTA

NUMBER OF RESIDENTS

1,825

12,951

N/A

NUMBER OF HHS

1,177

5,898

N/A

$103,355

$122,682

N/A

5,369

N/A

N/A

MEDIAN HH INCOME
WORKFORCE POPULATION

Source: Nielsen Company/Claritas Demographics and Business Facts reports created for Streetsense, August 2014

46

16 All demographic and income statistics were derived from a U.S. Census/Nielsen Solution Center, August 2014 Report.
17 U.S. Census Bureau data generated through the Nielsen Company/Claritas Demographics and Business Facts reports created for Streetsense, August 2014.
18 U.S. Census Bureau data generated through the Nielsen Company/Claritas Demographics report created for Streetsense, August 2014.

RETAIL DEMAND
Each of the three major retail categories has distinctive characteristics that influence tenant location
decisions and shopping patterns. These factors significantly affect each retail districts capture rates
for customer expenditures within the trade areas.
The following table totals the cumulative demand of residents, workforce, and visitors within the
Metro retail districts PTA, STA, and TTA.

LOW-PRODUCTIVITY AND HIGH-PRODUCTIVITY RETAIL DEMAND METRO RETAIL DISTRICT

CATEGORY

TOTAL DEMAND-LOW
PRODUCTIVITY
(SQUARE FEET)

TOTAL DEMAND-HIGH
PRODUCTIVITY
(SQUARE FEET)

NEIGHBORHOOD
GOODS & SERVICES

48,251

41,934

FOOD & BEVERAGES

40,960

29,543

15,010

13,296

104,222

84,772

GAFO
TOTAL RETAIL DEMAND
Source: Technical Appendix M-1 to M-11

47
FINAL DRAFT | OCTOBER 20, 2014

RETAIL SUPPLY - MODIFIED INVENTORY

METRO RETAIL DISTRIBUTION

Of the 62 retail-occupied spaces in the Metro

retail district, 28 existing tenants are included in
the F&B category. Contributing approximately
112,100 square feet, F&B retailers constitute 41.8
percent of the existing inventoried retail space
along the corridor.

23.80%

In the GAFO category, 12 existing tenants

were identified. Accounting for approximately
63,800 square feet, GAFO retailers occupy 23.8
percent of existing inventoried retail space.

34.39%

The 22 NG&S retailers in the Metro retail district

total approximately 92,185 square feet, or 34.4
percent, of existing inventoried retail space.

41.82%

The estimated modified inventory for the

retail supply in the Metro retail district is
approximately 221,852 square feet. This figure
was determined by assigning a probability
percentage of 90 percent for Class A space,
82 percent for Class B space, 75 percent for
Class C space, and 50 percent for Build-to-Suit
space.19

NG&S

F&B

GAFO

MODIFIED INVENTORY SUPPLY CALCULATION FOR METRO RETAIL DISTRICT

CLASS OF
SPACE
A
B
C
BTS
TOTAL

TOTAL AMOUNT
(SQUARE FEET)
106,350
110,150
40,085
11,500
268,085

EFFICIENCY
90%
82%
75%
50%

MODIFIED INVENTORY
(SQUARE FEET)
95,715
90,323
30,064
5,750
221,852

Source: Streetsense Retail Inventory, August 2014

48

19 Probability percentages for classes of space are derived from a database of information compiled and maintained by Streetsense. This information is proprietary
and determines retention rates and real estate performance benchmarks in retail markets similar to Bethesda Downtowns total supply and demographics.

UNMET RETAIL DEMAND

Each of these three major retail categories has distinctive characteristics that impact market
distinction, including tenant location decisions and shopping patterns. These factors significantly
impact the Metro retail districts capture rate for customer expenditures generated within the trade
areas. 20
The total amount of demand generated by existing and potential21 Metro customers is measured
against the modified supply presently occupied by tenants within each retail category. The delta
between these two figures is the amount of unmet demand available within the Metro retail district
for each category.
This method of assessment concludes that retail within the Metro retail district include more retailers
than the market can support.

METRO DISTRICT UNMET RETAIL DEMAND (2014)

NG&S

F&B

GAFO

TOTAL

TOTAL DEMAND (SF)

41934

29543

13296

84772

MODIFIED SUPPLY (SF)

72,505

94,116

55,231

221,852

(30,571)

(64,573)

(41,935)

(137,080)

UNMET DEMAND (SF)

Source: Streetsense Retail Inventory and Technical Appendix M-1 to M-11.

20 Capture rate is a term indicating the estimated percentage of expenditures that can be attracted to a given location. The potential capture rates for the Metro
retail district are based on typical performance by establishments in each retail category and the strength of the competition posed in each retail category.
21 Under improved conditions.

FINAL DRAFT | OCTOBER 20, 2014

49

PROJECTED RETAIL DEMAND

BETHESDA METRO - EXISTING AND PROJECTED RETAIL DEMAND (SQUARE FEET)

CATEGORY

EXISTING
DEMAND

2019 DEMAND

2024 DEMAND

2029 DEMAND

2034 DEMAND

NG&S

41,934

43,989

48,209

55,032

61,620

F&B

29,543

30,867

31,056

36,252

39,572

GAFO

13,296

16,059

20,412

26,798

33,170

TOTAL ESTIMATED
RETAIL DEMAND:

84,772

90,915

99,678

118,082

134,362

Source: Technical Appendix M-1 to M-56

The linear Metro district is bisected by

Wisconsin Avenue, which acts as a significant
barrier to pedestrian traffic and cross shopping.
To improve these conditions, significant road
improvements are needed. Streetsenses
recommendations are based upon the current,
bisected Wisconsin Avenue.
This district is over-supplied with lower
quality retail spaces in unideal locations.
As the highest-density area in Bethesda,
redevelopment opportunities are limited;
buildings and retail spaces are more likely to
be refreshed/renovated and repositioned than
redeveloped.
At the north end of the district, the retail focus
is recommended on Old Georgetown Road
rather than Wisconsin Avenue to build on
success of existing fast casual restaurants at
Commerce Lane and to create a continuous
retail experience leading to Woodmont Triangle.
Streetsense recommends focusing retail uses
at corners facing the two major thoroughfares,
Wisconsin Avenue and Old Georgetown
Road, and limit retail frontage on side streets
and in mid-block areas. Therefore, the retail
experience within this district may be disjointed.

Recommended Retail Frontage for Metro

50

Retail demand within the Metro district

supports the needs of the office worker, and
suggests a complementary merchandising mix
of F&B - most likely fast casual or quick service
restaurants - and NG&S tenants.

METRO DISTRICT RETAIL ASSESSMENT

Facing growing and relentless competition for customers has compromised retail demand for
downtowns Metro district. From a vehicular standpoint, the perceived lack of parking has drawn
retailer site-selection away from the core of the Wisconsin Avenue corridor. From a pedestrian
standpoint, districts off Wisconsin Avenue (most notably, Woodmont Triangle, Bethesda Row, and
the Pearl District) will offer better environments and more comfortable access.
Consequently, the current retail supply along Wisconsin Avenue exceeds the current demand. One
part of this imbalance is created by the quality of the existing retail space, much of it located along
interior corridors of office buildings or along interior block courtyards.
Projected 20-year growth patterns are not expected to compensate for this demand deficit. Looking
to the future, non-retail solutions to activate Wisconsin Avenue through the Metro district may need
to be considered. Maintaining or even requiring retail space in an area with compromised demand
fosters poor quality tenanting, vacancies, and negative impacts on adjacent retail districts.

51
FINAL DRAFT | OCTOBER 20, 2014

PEARL RETAIL DISTRICT

EXISTING CONDITIONS

No
rfo
lk

Av
e

MD-188

MD
-18
7

wyy
Hw
tt H
Weess
E
EW

S
5555 S
D--33
M
MD

Ln
en Ln
Hampd
Hampden

Stt
errllyy S
W
Waavve

10
-410
D-4
M
MD

E
E

St
m St
El
Elm

o
W

od
m
o
Ave nt A
da Ave
Bethes
Bethesda
ve

The Capital Crescent Trail runs along the southern

border of the district.

C
Cheevyy Chhaasee Drr

S
MD-191

East Av

N
5N
3555
D--3
M
MD

The walkability of the district depends on

the location. The eastern edge of the site is
automobile-oriented, while the western side is
pedestrian-oriented.

MD
-18
7

Columbia Country Club

-35555
D-3
M
MD

This district is the most isolated retail district

within Bethesda Downtown. On the east side of
Wisconsin Avenue, there are offices to the west,
the high school to the north and residential to
the east and south. Additionally two major roads
run through the district, East-West Highway and
Montgomery Avenue with approximately 16,000
average daily vehicles each.

Dr
Center
Center Dr

Avvee
onsiinn A
W
Wis co

The Pearl District is an emerging center

undergoing significant amounts of new
construction. Currently, it features many
residential and office buildings, and serves as the
retail hub for Bethesda-Chevy Chase High School
students who leave campus at lunch time.

MD-191

Chevy Chase Club

Little Falls Park

Pearl Retail District, as defined in the Bethesda Downtown

Plan.

Several retail locations within Pearl retail district.

52

RETAIL INVENTORY
The Pearl Retail District Inventory
includes 4 locations that were
surveyed and recorded in August
2014. This total included 3 retail
establishments and 1 retailappropriate spaces that are
currently occupied by a non-retail
use. For the purposes of the supply
analysis, total square footages are
the prevailing source of data and
analysis.
The total amount of retailappropriate space in the Pearl Retail
District is estimated at 5,700 square
feet.
Of the total amount of retailappropriate space, approximately
2,500 square feet (43.9 percent)
are currently occupied by non-retail
users. There are not any vacant
spaces within the district.
The total amount of space currently
occupied by retail establishments is
approximately 3,200 square feet.

Pearl District Modified Inventory Map

DISTRIBUTION OF RETAIL-APPROPRIATE SPACE: PEARL RETAIL DISTRICT

CLASSIFICATION

TOTAL AMOUNT (SQUARE

FEET)

PERCENTAGE

TOTAL RETAIL-TENANTED SPACE

3,200

56.1%

TOTAL NON-RETAIL TENANTED SPACE

2.500

43.9

0%

5,700

100%

TOTAL VACANT SPACE

TOTAL
Source: Streetsense Retail Inventory, August 2014

53
FINAL DRAFT | OCTOBER 20, 2014

TRADE AREA DESIGNATION

ARL DISTRICT

STA

PTA

Pearl Primary Trade Area (PTA), Secondary Trade Area (STA), and Tertiary Trade Area (TTA)

The Pearl retail district includes all retail locations within the specified neighborhood, as determined
by the Montgomery County Planning Department.

54

PRIMARY TRADE AREA

SECONDARY TRADE AREA

The following customer groups contribute

demand for the Pearl retail district.

The following customer group contributes

demand from the secondary trade area for the
Pearl retail district.

RESIDENT-GENERATED DEMAND
Based on 2014 estimates, 1,310 people currently
reside in 1,442 households in the PTA. The
median household income is $108,193. 22

RESIDENT-GENERATED DEMAND
For 2014, an estimated 1,076 people reside in
498 households within the STA. The median
household income is $110,776. 24

WORKFORCE-GENERATED DEMAND
According to 2014 U.S. Census estimates, there
are approximately 8,587 daytime employees
in the PTA. Of the overall total, approximately
32 percent serve in Executive and Professional
roles and 50 percent serve in Administration
and Support roles. 23

VISITOR-GENERATED DEMAND

TERTIARY TRADE AREA

The Pearl retail district does not have a
customer group to contribute demand from the
tertiary trade area.

Visitors contribute to the Pearl retail districts

customer base. In 2014, approximately 85,255
visitor nights were recorded in hotels within the
PTA.

STUDENT-GENERATED DEMAND

The student population at Bethesda-Chevy

Chase High School contributes to retail demand
and the districts customer base. For the
previous year, the student population provided
an additional 243,000 atypical visits to retail
within the district.

PEARL CUSTOMER BASE DEMOGRAPHICS

PTA

STA

TTA

NUMBER OF RESIDENTS

1,310

1,076

N/A

NUMBER OF HHS

1,442

498

N/A

$108,193

$110,776

N/A

8,587

N/A

N/A

MEDIAN HH INCOME
WORKFORCE POPULATION

Source: Nielsen Company/Claritas Demographics and Business Facts reports created for Streetsense, August 2014

22 All demographic and income statistics were derived from a U.S. Census/Nielsen Solution Center, August 2014 Report.
23 U.S. Census Bureau data generated through the Nielsen Company/Claritas Demographics and Business Facts reports created for Streetsense, August 2014.
24 U.S. Census Bureau data generated through the Nielsen Company/Claritas Demographics report created for Streetsense, August 2014.

FINAL DRAFT | OCTOBER 20, 2014

55

RETAIL DEMAND
Each of the three major retail categories has distinctive characteristics that influence tenant location
decisions and shopping patterns. These factors significantly affect each retail districts capture rates
for customer expenditures within the trade areas.
The following table totals the cumulative demand of residents, workforce, high school students and
visitors within the Pearl retail districts PTA, STA, and TTA.

LOW-PRODUCTIVITY AND HIGH-PRODUCTIVITY RETAIL DEMAND PEARL RETAIL DISTRICT

CATEGORY

TOTAL DEMAND-LOW
PRODUCTIVITY
(SQUARE FEET)

TOTAL DEMAND-HIGH
PRODUCTIVITY
(SQUARE FEET)

NEIGHBORHOOD
GOODS & SERVICES

17,541

15,281

FOOD & BEVERAGES

28,782

21,169

7,171

6,212

53,494

42,661

GAFO
TOTAL RETAIL DEMAND
Source: Technical Appendix PD-1 to PD-11

56

RETAIL SUPPLY - MODIFIED INVENTORY

Of the 3 retail-occupied spaces in the Pearl
retail district, 2 existing tenants are included in
the F&B category. Contributing approximately
2,200 square feet, F&B retailers constitute 68.7
percent of the existing inventoried retail space
along the corridor.

PEARL DISTRICT RETAIL DISTRIBUTION

31.25%

In the GAFO category, one existing tenant was

identified. Accounting for approximately 1,000
square feet, GAFO retailers occupy 31.3 percent
of existing inventoried retail space.

68.75%

The estimated modified inventory for the

retail supply in the Pearl retail district is
approximately 2,720 square feet. This figure
was determined by assigning a probability
percentage of 90 percent for Class A space,
82 percent for Class B space, 75 percent for
Class C space, and 50 percent for Build-to-Suit
space. 25

F&B

GAFO

MODIFIED INVENTORY SUPPLY CALCULATION FOR PEARL RETAIL DISTRICT

CLASS OF
SPACE
A
B
C
BTS
TOTAL

TOTAL AMOUNT
(SQUARE FEET)
1,200
2,000
0
0
3,200

EFFICIENCY
90%
82%
75%
50%

MODIFIED INVENTORY
(SQUARE FEET)
1,080
1,640
0
0
2,720

Source: Streetsense Retail Inventory, August 2014

25 Probability percentages for classes of space are derived from a database of information compiled and maintained by Streetsense. This information is
proprietary and determines retention rates and real estate performance benchmarks in retail markets similar to Bethesda Downtowns total supply and
demographics.

FINAL DRAFT | OCTOBER 20, 2014

57

UNMET RETAIL DEMAND

Each of these three major retail categories has distinctive characteristics that impact market
distinction, including tenant location decisions and shopping patterns. These factors significantly
impact the Pearl retail districts capture rate for customer expenditures generated within the trade
areas. 26
The total amount of demand generated by existing and potential27 Pearl customers is measured
against the modified supply presently occupied by tenants within each retail category. The delta
between these two figures is the amount of unmet demand available within the Pearl retail district
for each category.
This method of assessment concludes that within the Pearl retail district there is a significant need
for additional all types of retailers within this district.

PEARL DISTRICT UNMET RETAIL DEMAND (2014)

TOTAL DEMAND (SF)
MODIFIED SUPPLY (SF)
UNMET DEMAND (SF)

NG&S

F&B

GAFO

TOTAL

15,281

21,169

6,212

42,661

1,900

820

2,720

15,281

19,269

5,392

39,941

Source: Streetsense Retail Inventory and Technical Appendix PD-1 to PD-11.

58

26 Capture rate is a term indicating the estimated percentage of expenditures that can be attracted to a given location. The potential capture rates for the Pearl
retail district are based on typical performance by establishments in each retail category and the strength of the competition posed in each retail category.
27 Under improved conditions.

PROJECTED RETAIL DEMAND

PEARL DISTRICT - EXISTING AND PROJECTED RETAIL DEMAND (SQUARE FEET)

CATEGORY

EXISTING
DEMAND

2019 DEMAND

2024 DEMAND

2029 DEMAND

2034 DEMAND

NG&S

15,281

16,300

17,019

17,716

18,452

F&B

21,169

22,402

23,206

23,957

23,181

6,212

6,559

6,786

6,998

7,221

42,661

45,261

47,011

48,671

48,853

GAFO
TOTAL ESTIMATED
RETAIL DEMAND:

Source: Technical Appendix PD-1 to PD-56.

Currently, demand for one black of retail exists, with little growth over the next twenty years. By
2034, demand for retail within the Pearl district will support the existing block of retail, paired with
its adjacent corners.
The Pearl district is identified as an emerging district but has little opportunity to support additional
retail demand. Resist the urge to create a larger district than the Bethesda Downtown market can
support or to disperse demand evenly throughout the district. If retail is not clustered demand will
decrease, as a retail destination does not exist.
As the district grows, a potential opportunity of creating a gateway to the Capital Crescent Trail and
future Purple line with a public plaza and open space. Please note: retail should not extend past the
corners of East -West Highway.

Recommended Retail Frontage for Pearl

59
FINAL DRAFT | OCTOBER 20, 2014

PEARL DISTRICT RETAIL ASSESSMENT

In the planned and currently under construction Pearl District, unmet retail demand is present in
each of the three retail categories. As the districts customer base is a mix of residents, employees,
and high school students, the demand for F&B retailers is high. Tenants that rely heavily on lunch
time sales, especially quick-service restaurants, would be ideally suited to this environment.
NG&S retailers are also in demand. These tenants would most likely be service-oriented and might
include a dry cleaner/tailor, shoe repair, salon, and/or printing/copying establishment. A small
sundries/drugstore option would also be appropriate.
A small number of GAFO tenants are also supportable. Appropriate tenants of this type for the Pearl
District would complement a concentration of F&B retailers. Examples might include small accessory
shops, gifts shops, and specialty shops, such as a jewelry or luggage store.

60

WISCONSIN NORTH RETAIL DISTRICT

EXISTING CONDITIONS

No
rfo
lk

Av
e

MD-188

MD
-18
7

wyy
Hw
tt H
Weess
E
EW

S
5555 S
D--33
M
MD

Ln
en Ln
Hampd
Hampden

Stt
errllyy S
W
Waavve

E
10 E
-410
D-4
M
MD
St
m St
El
Elm

o
W

Major redevelopment is under construction or

planned for the Wisconsin North district, most
notably, the Harris Teeter at 8300 Wisconsin
Avenue.

MD
-18
7

Columbia Country Club

-35555
D-3
M
MD

Although most buildings within the district are

oriented for ideal pedestrian experiences, the
highly-traveled Wisconsin Avenue creates a
vehicle-focused dynamic. This condition isolates
both sides of the street.

Dr
Center
Center Dr

Avvee
onsiinn A
W
Wis co

The Wisconsin North district is bound by the

National Institute of Health Campus and Walter
Reed National Military Medical Center to the
north and the Metro district at the south. It
stretches two blocks wide, one on each side of
Wisconsin Avenue.

od
m
o
Ave nt A
da Ave
Bethes
Bethesda
v

C
Cheevyy Chhaasee Drr

East Av

N
5N
3555
D--3
M
MD

S
MD-191

MD-191

Chevy Chase Club

Little Falls Park

Wisconsin North Retail District, as defined in the

Bethesda Downtown Plan.

Several retail locations within Wisconsin North.

61
FINAL DRAFT | OCTOBER 20, 2014

RETAIL INVENTORY
The Wisconsin North Retail District
Inventory includes 68 locations
that were surveyed and recorded
in August 2014. This total included
51 retail establishments and 17
retail-appropriate spaces that are
currently vacant or occupied by a
non-retail use. For the purposes of
the supply analysis, total square
footages are the prevailing source of
data and analysis.
The total amount of retailappropriate space in the Wisconsin
North Retail District is estimated at
173,500 square feet.
Of the total amount of retailappropriate space, approximately
42,500 square feet (24.5 percent)
are currently occupied by nonretail users. An additional estimated
10,300 square feet (5.93 percent)
are vacant. When combined,
these two figures constitute an
underutilized space rate of
30.4 percent. More precisely,
approximately 52,800 square feet of
retail-appropriate space located in
the Wisconsin North retail district is
not occupied by retail tenants.
The total amount of space currently
occupied by retail establishments is
approximately 120,750 square feet.

Wisconsin North Modified Inventory Map

DISTRIBUTION OF RETAIL-APPROPRIATE SPACE: WISCONSIN NORTH RETAIL DISTRICT

CLASSIFICATION

TOTAL AMOUNT (SQUARE

FEET)

PERCENTAGE

TOTAL RETAIL-TENANTED SPACE

120,750

69.6%

TOTAL NON-RETAIL TENANTED SPACE

42,500

24.5%

TOTAL VACANT SPACE

10,300

5.9%

TOTAL

173,550

100%

Source: Streetsense Retail Inventory, August 2014

62

WISCONSINTRADE
NORTHAREA DESIGNATION

TTA
PTA
STA

Wisconsin North Primary Trade Area (PTA), Secondary Trade Area (STA), and Tertiary Trade Area (TTA)

The Wisconsin North retail district includes all retail locations within the specified neighborhood, as
determined by the Montgomery County Planning Department.

63
FINAL DRAFT | OCTOBER 20, 2014

PRIMARY TRADE AREA

SECONDARY TRADE AREA

The following customer groups contribute

demand for the Wisconsin North retail district.

The following customer group contributes

demand from the secondary trade area for the
Wisconsin North retail district.

RESIDENT-GENERATED DEMAND
Based on 2014 estimates, 4,481 people
currently reside in 2,022 households in the PTA.
The median household income is $103,046. 28

RESIDENT-GENERATED DEMAND
For 2014, an estimated 12,951 people reside in
5,898 households within the STA. The median
household income is $122,682. 30

WORKFORCE-GENERATED DEMAND
According to 2014 U.S. Census estimates, there
are approximately 17,945 daytime employees
in the PTA. Of the overall total, approximately
78 percent serve in Executive and Professional
roles and 17 percent serve in Administration and
Support roles. 29

VISITOR-GENERATED DEMAND
Visitors contribute to the Wisconsin North retail
districts customer base. In 2014, approximately
104,069 visitor nights were recorded in hotels
within the PTA.

TERTIARY TRADE AREA

The following customer group contributes
demand from the tertiary trade area for the
Wisconsin North retail district.

RESIDENT-GENERATED DEMAND
For 2014, an estimated 70,160 people reside in
28,259 households within the TTA. The median
household income is $132,627. 31

WISCONSIN NORTH CUSTOMER BASE DEMOGRAPHICS

PTA

STA

TTA

NUMBER OF RESIDENTS

4,481

12,951

70,160

NUMBER OF HHS

2,022

5,898

28,259

$103,046

$122,682

$132,627

17,945

N/A

N/A

MEDIAN HH INCOME
WORKFORCE POPULATION

Source: Nielsen Company/Claritas Demographics and Business Facts reports created for Streetsense, August 2014

64

28 All demographic and income statistics were derived from a U.S. Census/Nielsen Solution Center, August 2014 Report.
29 U.S. Census Bureau data generated through the Nielsen Company/Claritas Demographics and Business Facts reports created for Streetsense, August 2014.
30 U.S. Census Bureau data generated through the Nielsen Company/Claritas Demographics report created for Streetsense, August 2014.
31 U.S. Census Bureau data generated through the Nielsen Company/Claritas Demographics report created for Streetsense, August 2014.

RETAIL DEMAND
Each of the three major retail categories has distinctive characteristics that influence tenant location
decisions and shopping patterns. These factors significantly affect each retail districts capture rates
for customer expenditures within the trade areas.
The following table totals the cumulative demand of residents, workforce, and visitors within the
Wisconsin North retail districts PTA, STA, and TTA.

LOW-PRODUCTIVITY AND HIGH-PRODUCTIVITY RETAIL DEMAND WISCONSIN NORTH RETAIL DISTRICT

CATEGORY

TOTAL DEMAND-LOW
PRODUCTIVITY
(SQUARE FEET)

TOTAL DEMAND-HIGH
PRODUCTIVITY
(SQUARE FEET)

NEIGHBORHOOD
GOODS & SERVICES

94,232

81,258

FOOD & BEVERAGES

62,554

45,669

GAFO

51,870

45,686

208,657

172,612

TOTAL RETAIL DEMAND

Source: Technical Appendix WN-1 to WN-12

65
FINAL DRAFT | OCTOBER 20, 2014

RETAIL SUPPLY - MODIFIED INVENTORY

Of the 51 retail-occupied spaces in the
Wisconsin North retail district, 16 existing
tenants are included in the F&B category.
Contributing approximately 37,700 square
feet, F&B retailers constitute 31.2 percent of
the existing inventoried retail space along the
corridor.

WISCONSIN NORTH RETAIL DISTRIBUTION

30.52%

38.26%

In the GAFO category, 16 existing tenants

were identified. Accounting for approximately
36,850 square feet, GAFO retailers occupy 30.5
percent of existing inventoried retail space.
The 19 NG&S retailers in the Wisconsin North
retail district total approximately 46,200 square
feet, or 38.3 percent, of existing inventoried
retail space.

31.22%

The estimated modified inventory for the

retail supply in the Wisconsin North retail
district is approximately 90,237 square feet.
This figure was determined by assigning a
probability percentage of 90 percent for Class
A space, 82 percent for Class B space, 75
percent for Class C space, and 50 percent for
Build-to-Suit space. 32

NG&S

F&B

GAFO

MODIFIED INVENTORY SUPPLY CALCULATION FOR WISCONSIN NORTH RETAIL DISTRICT

CLASS OF
SPACE
A
B
C
BTS
TOTAL

TOTAL AMOUNT
(SQUARE FEET)
15,200
58,850
19,800
26,900
120,750

EFFICIENCY
90%
82%
75%
50%

MODIFIED INVENTORY
(SQUARE FEET)
13,680
48,257
14,850
13,450
90,237

Source: Streetsense Retail Inventory, August 2014

66

32 Probability percentages for classes of space are derived from a database of information compiled and maintained by Streetsense. This information is
proprietary and determines retention rates and real estate performance benchmarks in retail markets similar to Bethesda Downtowns total supply and
demographics.

Each of these three major retail categories has distinctive characteristics that impact market
distinction, including tenant location decisions and shopping patterns. These factors significantly
impact the Wisconsin North retail districts capture rate for customer expenditures generated within
the trade areas. 33
The total amount of demand generated by existing and potential34 Wisconsin North customers is
measured against the modified supply presently occupied by tenants within each retail category.
The delta between these two figures is the amount of unmet demand available within the Wisconsin
North retail district for each category.
This method of assessment concludes that within the Wisconsin North retail district there is a
significant need for additional retailers within this district.

WISCONSIN NORTH UNMET RETAIL DEMAND (2014)

NG&S

F&B

GAFO

TOTAL

TOTAL DEMAND (SF)

81258

45669

45686

172612

MODIFIED SUPPLY (SF)

31,882

27,286

31,069

90,237

UNMET DEMAND (SF)

49,376

18,383

14,617

82,375

Source: Streetsense Retail Inventory and Technical Appendix WN-1 to WN-12.

33  Capture rate is a term indicating the estimated percentage of expenditures that can be attracted to a given location. The potential capture rates for the
Wisconsin North retail district are based on typical performance by establishments in each retail category and the strength of the competition posed in each
retail category.
34 Under improved conditions.

FINAL DRAFT | OCTOBER 20, 2014

67

PROJECTED RETAIL DEMAND

WISCONSIN NORTH - EXISTING AND PROJECTED RETAIL DEMAND (SQUARE FEET)

CATEGORY

NG&S

EXISTING
DEMAND

2019 DEMAND

2024 DEMAND

2029 DEMAND

2034 DEMAND

81,258

85,345

88,953

94,489

99,673

F&B

45,669

48,276

48,503

51,259

52,686

GAFO

45,686

48,049

50,423

53,202

56,168

TOTAL ESTIMATED
RETAIL DEMAND:

172,612

181,669

187,878

198,951

208,526

Source: Technical Appendix WN-1 to WN-61

Within this linear district an opportunity arises

to create multiple nodes of retail - a gateway
into downtown Bethesda from the north and
an extension of Norfolk Avenue to embrace
Wisconsin Avenue and serve as a gateway into
Woodmont Triangle.
The northern node of retail is anchored by the
Harris Teeter grocery store, which is currently
under construction and will change the retail
dynamic in north Bethesda. As demand
increases, a neighborhood serving retail cluster
is feasible.
At the next block the current and forecasted
hotel will increase demand for food and
beverage retailers.
The identified node at Cheltenham Drive and
Wisconsin Avenue should build upon the
merchandising strategy of Woodmont Triangle
and should become the gateway to that
adjacent district.

68

Recommended Retail Frontage for Wisconsin North

WISCONSIN NORTH MARKET ASSESSMENT

A majority of the tenants along Wisconsin Avenue through the Wisconsin North district are longstanding retailers located in undesirable retail spaces. Relatively low residential density, few readily
accessible parking spaces and difficult traffic conditions along Wisconsin Avenue have essentially
eliminated competition for these spaces. As a result, much of the retail demand that might otherwise
be captured along Wisconsin Avenue has been redirected to Woodmont Avenue and the Woodmont
Triangle.
The remaining retail demand for the area is largely focused on NG&S retail with moderate amounts
of F&B and GAFO demand. With the completion of 8300 Wisconsin Avenue, a planned Harris Teeter
grocery store will satisfy a majority of this demand, and the residential development above will spur
additional demand for all retail categories moving forward.

69
FINAL DRAFT | OCTOBER 20, 2014

WISCONSIN SOUTH RETAIL DISTRICT

EXISTING CONDITIONS

MD
-18
7
No
rfo
lk

Columbia Country Club

-35555
D-3
M
MD

Av
e

MD-188

MD
-18
7

wyy
Hw
tt H
Weess
E
EW

S
5555 S
D--33
M
MD

Ln
en Ln
Hampd
Hampden

Stt
errllyy S
W
Waavve

10
-410
D-4
M
MD

E
E

St
m St
El
Elm

o
W

There are numerous retailers within the

district, along with a few office buildings. At
the northwestern corner of Wisconsin Avenue
and Bradley Boulevard there are several
national retailers, including CVS, Staples, and
PetSmart. Although the buildings are oriented
for pedestrian activity, the highly traveled
Wisconsin Avenue creates a barrier for people
on foot.

Dr
Center
Center Dr

Avvee
onsiinn A
W
Wis co

The southern end of Wisconsin Avenue has

similar traits as its northern counterpart.
The district is physically the southern most
area within Bethesda Downtown, stretching
two blocks wide, one east and one west of
Wisconsin Avenue.

od
m
o
Ave nt A
da Ave
Bethes
Bethesda
ve

C
Cheevyy Chhaasee Drr

East Av

N
5N
3555
D--3
M
MD

S
MD-191

MD-191

Chevy Chase Club

Little Falls Park

Wisconsin South Retail District, as defined in the Bethesda

Downtown Plan.

Several retail locations within Wisconsin South.

70

RETAIL INVENTORY
The Wisconsin South Retail District Inventory
includes 41 locations that were surveyed and
recorded in August 2014. This total included 18
retail establishments and 12 retail-appropriate
spaces that are currently vacant or occupied
by a non-retail use. For the purposes of the
supply analysis, total square footages are the
prevailing source of data and analysis.
The total amount of retail-appropriate space in
the Wisconsin South Retail District is estimated
at 332,000 square feet.
Of the total amount of retail-appropriate space,
approximately 29,613 square feet (8.9 percent)
are currently occupied by non-retail users. An
additional estimated 34,429 square feet (10.4
percent) are vacant. When combined, these two
figures constitute an underutilized space rate
of 19.3 percent. More precisely, approximately
64,042 square feet of retail-appropriate space
located in the Wisconsin South retail district is
not occupied by retail tenants.
The total amount of space currently occupied
by retail establishments is approximately
267,958 square feet.

Wisconsin South Modified Inventory Map

DISTRIBUTION OF RETAIL-APPROPRIATE SPACE: WISCONSIN SOUTH RETAIL DISTRICT

CLASSIFICATION

TOTAL AMOUNT (SQUARE

FEET)

PERCENTAGE

267,958

80.7%

TOTAL NON-RETAIL TENANTED SPACE

29,613

8.9%

TOTAL VACANT SPACE

34,429

10.4%

332,000

100%

TOTAL RETAIL-TENANTED SPACE

TOTAL
Source: Streetsense Retail Inventory, August 2014

71
FINAL DRAFT | OCTOBER 20, 2014

WISCONSINTRADE
SOUTHAREA DESIGNATION

TTA

STA

PTA

Wisconsin South Primary Trade Area (PTA), Secondary Trade Area (STA), and Tertiary Trade Area (TTA)

The Wisconsin South retail district includes all retail locations within the specified neighborhood, as
determined by the Montgomery County Planning Department.

72

PRIMARY TRADE AREA

SECONDARY TRADE AREA

The following customer groups contribute

demand for the Wisconsin South retail district.

The following customer group contributes

demand from the secondary trade area for the
Wisconsin South retail district.

RESIDENT-GENERATED DEMAND
Based on 2014 estimates, 4,373 people
currently reside in 2,332 households in the PTA.
The median household income is $92,468. 35

RESIDENT-GENERATED DEMAND
For 2014, an estimated 12,951 people reside in
5,898 households within the STA. The median
household income is $122,682. 37

WORKFORCE-GENERATED DEMAND
According to 2014 U.S. Census estimates, there
are approximately 6,092 daytime employees
in the PTA. Of the overall total, approximately
50 percent serve in Executive and Professional
roles and 36 percent serve in Administration
and Support roles. 36

VISITOR-GENERATED DEMAND
Visitors contribute to the Wisconsin South retail
districts customer base. In 2014, approximately
150,322 visitor nights were recorded in hotels
within the PTA.

TERTIARY TRADE AREA

The following customer group contributes
demand from the tertiary trade area for the
Wisconsin South retail district.

RESIDENT-GENERATED DEMAND
For 2014, an estimated 70,160 people reside in
28,259 households within the TTA. The median
household income is $132,627. 38

WISCONSIN SOUTH CUSTOMER BASE DEMOGRAPHICS

PTA

STA

TTA

NUMBER OF RESIDENTS

4,373

12,951

70,160

NUMBER OF HHS

2,332

5,898

28,259

$100,618

$122,682

$132,627

6,092

N/A

N/A

MEDIAN HH INCOME
WORKFORCE POPULATION

Source: Nielsen Company/Claritas Demographics and Business Facts reports created for Streetsense, August 2014

35 All demographic and income statistics were derived from a U.S. Census/Nielsen Solution Center, August 2014 Report.
36 U.S. Census Bureau data generated through the Nielsen Company/Claritas Demographics and Business Facts reports created for Streetsense, August 2014.
37 U.S. Census Bureau data generated through the Nielsen Company/Claritas Demographics report created for Streetsense, August 2014.
38 U.S. Census Bureau data generated through the Nielsen Company/Claritas Demographics report created for Streetsense, August 2014.

FINAL DRAFT | OCTOBER 20, 2014

73

RETAIL DEMAND
Each of the three major retail categories has distinctive characteristics that influence tenant location
decisions and shopping patterns. These factors significantly affect each retail districts capture rates
for customer expenditures within the trade areas.
The following table totals the cumulative demand of residents, workforce, and visitors within the
Wisconsin South retail districts PTA, STA, and TTA.

LOW-PRODUCTIVITY AND HIGH-PRODUCTIVITY RETAIL DEMAND WISCONSIN SOUTH RETAIL DISTRICT

CATEGORY

TOTAL DEMAND-LOW
PRODUCTIVITY
(SQUARE FEET)

TOTAL DEMAND-HIGH
PRODUCTIVITY
(SQUARE FEET)

61,084

53,028

NEIGHBORHOOD
GOODS & SERVICES
FOOD & BEVERAGES

28,172

20,299

GAFO

48,848

43,076

TOTAL RETAIL DEMAND

138,103

116,403

Source: Technical Appendix WS-1 to WS-11.

74

RETAIL SUPPLY - MODIFIED INVENTORY

Of the 41 retail-occupied spaces in the
Wisconsin South retail district, 9 existing
tenants are included in the F&B category.
Contributing approximately 33,009 square
feet, F&B retailers constitute 12.3 percent of
the existing inventoried retail space along the
corridor.

WISCONSIN SOUTH RETAIL DISTRIBUTION

29.08%

In the GAFO category, 20 existing tenants

were identified. Accounting for approximately
157,020 square feet, GAFO retailers occupy
58.6 percent of existing inventoried retail space.

58.60%
12.32%

The 12 NG&S retailers in the Wisconsin South

retail district total approximately 77,929 square
feet, or 29.1 percent, of existing inventoried
retail space.
The estimated modified inventory for the
retail supply in the Wisconsin South retail
district is approximately 229,860 square feet.
This figure was determined by assigning a
probability percentage of 90 percent for Class
A space, 82 percent for Class B space, 75
percent for Class C space, and 50 percent for
Build-to-Suit space. 39

NG&S

F&B

GAFO

MODIFIED INVENTORY SUPPLY CALCULATION FOR WISCONSIN SOUTH RETAIL DISTRICT

CLASS OF
SPACE
A
B
C
BTS
TOTAL

TOTAL AMOUNT
(SQUARE FEET)
134,000
125,594
8,364
0
267,958

EFFICIENCY
90%
82%
75%
50%

MODIFIED INVENTORY
(SQUARE FEET)
120,600
102,987
6,273
0
229,860

Source: Streetsense Retail Inventory, August 2014

39 Probability percentages for classes of space are derived from a database of information compiled and maintained by Streetsense. This information is
proprietary and determines retention rates and real estate performance benchmarks in retail markets similar to Bethesda Downtowns total supply and
demographics.

FINAL DRAFT | OCTOBER 20, 2014

75

UNMET RETAIL DEMAND

Each of these three major retail categories has distinctive characteristics that impact market
distinction, including tenant location decisions and shopping patterns. These factors significantly
impact the Wisconsin South retail districts capture rate for customer expenditures generated within
the trade areas.40
The total amount of demand generated by existing and potential41 Wisconsin South customers is
measured against the modified supply presently occupied by tenants within each retail category.
The delta between these two figures is the amount of unmet demand available within the Wisconsin
South retail district for each category.
This method of assessment concludes that retail within the Wisconsin South retail district include
more retailers than the market can support.

WISCONSIN SOUTH RETAIL DISTRICT UNMET RETAIL DEMAND (2014)

NG&S

F&B

GAFO

TOTAL

TOTAL DEMAND (SF)

53028

20299

43076

116403

MODIFIED SUPPLY (SF)

65,174

27,032

135,586

227,792

(12,146)

(6,733)

(92,510)

(111,389)

UNMET DEMAND (SF)

Source: Streetsense Retail Inventory and Technical Appendix WS-1 to WS-11.

76

40  Capture rate is a term indicating the estimated percentage of expenditures that can be attracted to a given location. The potential capture rates for the
Wisconsin South retail district are based on typical performance by establishments in each retail category and the strength of the competition posed in each
retail category.
41 Under improved conditions.

PROJECTED RETAIL DEMAND

WISCONSIN SOUTH - EXISTING AND PROJECTED RETAIL DEMAND (SQUARE FEET)

CATEGORY

EXISTING
DEMAND

2019 DEMAND

2024 DEMAND

2029 DEMAND

2034 DEMAND

NG&S

53,028

56,578

61,591

67,635

74,108

F&B

20,299

22,299

23,043

25,377

27,081

GAFO

43,076

45,664

48,484

51,370

54,701

116,403

124,540

133,119

144,382

155,890

TOTAL ESTIMATED
RETAIL DEMAND:

Source: Technical Appendix WS-1 to WS-60

Similar to the Wisconsin North district, an opportunity

exists to create multiple nodes - a gateway to downtown
Bethesda from the south and a gateway into Bethesda Row
by extending Bethesda Avenue to Wisconsin Avenue.
Currently this district is over-supplied with retail and, based
upon Streetsenses projections, will be through 2034.
However, by reducing the amount of retail within the district,
Wisconsin South can build upon its niche - the only existing
opportunity for junior anchor tenants with the Bethesda
Downtown core.
Streetsense recommends the retail district strategy of
concentrating neighborhood goods and service tenants near
the junior anchors, creating better access to the adjacent
residential neighborhoods.
The node at Bethesda and Wisconsin Avenues should build
upon the merchandising strategy of Bethesda Row (strong
national and regional food and beverage offering s with
high-quality general merchandise and soft goods) and will
be a gateway to the district.

Recommended Retail Frontage for

Wisconsin South

77
FINAL DRAFT | OCTOBER 20, 2014

WISCONSIN SOUTH MARKET ASSESSMENT

Similar to the Wisconsin North and Metro districts, Wisconsin Souths retail supply is a remnant
of Bethesdas past commercial focal points. The large-format tenants in this small district create
an imbalanced retail supply that is not sufficiently off-set by customer demand, even including
consideration of a reasonable percentage of sales from a tertiary trade area.
The profile of the Bethesda Row district has impacted the Wisconsin South districts ability to
sustain the amount of sales needed from a regional customer base to successfully support tenants of
this type and scale.
As redevelopment occurs in this district, the retail demand balance should be considered when
determining the total amount and tenanting of the retail space.

78

WOODMONT TRIANGLE RETAIL DISTRICT

EXISTING CONDITIONS

No
rfo
lk

Av
e

MD-188

MD
-18
7

wyy
Hw
tt H
Weess
E
EW

S
5555 S
D--33
M
MD

Ln
en Ln
Hampd
Hampden

Stt
errllyy S
W
Waavve

E
10 E
-410
D-4
M
MD
St
m St
El
Elm

o
W

od
m
o
Ave nt A
da Ave
Bethes
Bethesda
v

C
Cheevyy Chhaasee Drr

S
MD-191

East Av

N
5N
3555
D--3
M
MD

Like Bethesda Row, this district is isolated from

main thoroughfares, but still very vibrant. Most
of the retail within the district is owned by
individuals, creating small and unique offerings
including boutiques, restaurants, and other.

MD
-18
7

Columbia Country Club

-35555
D-3
M
MD

Although there are numerous parking garages

and on-street parking spaces, this district is
pedestrian-oriented with low speed limits,
numerous crosswalks and traffic signals, as well
as ideal plazas and sidewalks. The buildings
generally abut the sidewalks, and some feature
outdoor seating.

Dr
Center
Center Dr

Avvee
onsiinn A
W
Wis co

This older business district within Bethesda

Downtown features many independent retailers
and restaurants, and residential buildings singe- and multi-family. As its name suggests,
this district is triangular in shape.

MD-191

Chevy Chase Club

Little Falls Park

Woodmont Triangle Retail District, as defined in the

Bethesda Downtown Plan.

Several retail locations within Woodmont Triangle.

79
FINAL DRAFT | OCTOBER 20, 2014

RETAIL INVENTORY
The Woodmont Triangle Retail District
Inventory includes 198 locations
that were surveyed and recorded in
August 2014. This total included 161
retail establishments and 37 retailappropriate spaces that are currently
occupied by a non-retail use. For the
purposes of the supply analysis, total
square footages are the prevailing
source of data and analysis.
The total amount of retail-appropriate
space in the Woodmont Triangle
Retail District is estimated at 421,916
square feet.
Of the total amount of retailappropriate space, approximately
42,550 square feet (10.1 percent)
are currently occupied by non-retail
users. An additional estimated 36,616
square feet (8.7 percent) are vacant.
When combined, these two figures
constitute an underutilized space
rate of 18.8 percent. More precisely,
approximately 79,166 square feet of
retail-appropriate space located in the
Woodmont Triangle retail district is
not occupied by retail tenants.
The total amount of space currently
occupied by retail establishments is
approximately 342,750 square feet.

Woodmont Triangle Modified Inventory Map

DISTRIBUTION OF RETAIL-APPROPRIATE SPACE: WOODMONT TRIANGLE RETAIL DISTRICT

CLASSIFICATION

TOTAL AMOUNT (SQUARE

FEET)

PERCENTAGE

TOTAL RETAIL-TENANTED SPACE

342,750

81.2%

TOTAL NON-RETAIL TENANTED SPACE

42,550

10.1%

TOTAL VACANT SPACE

36,616

8.7%

TOTAL

421,916

100%

Source: Streetsense Retail Inventory, August 2014

80

WOODMONT
TRIANGLE
TRADE
AREA DESIGNATION

TTA

STA

PTA

Woodmont Triangle Primary Trade Area (PTA), Secondary Trade Area (STA), and Tertiary Trade Area (TTA)

The Woodmont Triangle retail district includes all retail locations within the specified neighborhood,
as determined by the Montgomery County Planning Department.

81
FINAL DRAFT | OCTOBER 20, 2014

PRIMARY TRADE AREA

SECONDARY TRADE AREA

The following customer groups contribute

demand for the Woodmont Triangle retail
district.

The following customer group contributes

demand from the secondary trade area for the
Woodmont Triangle retail district.

RESIDENT-GENERATED DEMAND

RESIDENT-GENERATED DEMAND

Based on 2014 estimates, 6,048 people

currently reside in 3,096 households in the PTA.
The median household income is $107,495.42

For 2014, an estimated 3,704 people reside in

1,712 households within the STA. The median
household income is $128,445.44

WORKFORCE-GENERATED DEMAND
According to 2014 U.S. Census estimates, there
are approximately 8,196 daytime employees
in the PTA. Of the overall total, approximately
59 percent serve in Executive and Professional
roles and 27 percent serve in Administration
and Support roles.43

VISITOR-GENERATED DEMAND
Visitors contribute to the Woodmont Triangle
retail districts customer base. In 2014,
approximately 161,885 visitor nights were
recorded in hotels within the PTA.

TERTIARY TRADE AREA

The following customer group contributes
demand from the tertiary trade area for the
Woodmont Triangle retail district.

RESIDENT-GENERATED DEMAND
For 2014, an estimated 70,160 people reside in
28,259 households within the TTA. The median
household income is $132,627.45

WOODMONT TRIANGLE CUSTOMER BASE DEMOGRAPHICS

PTA

STA

TTA

NUMBER OF RESIDENTS

6,048

3,704

70,160

NUMBER OF HHS

3,096

1,712

28,259

$107,495

$128,445

$132,627

8,196

N/A

N/A

MEDIAN HH INCOME
WORKFORCE POPULATION

Source: Nielsen Company/Claritas Demographics and Business Facts reports created for Streetsense, August 2014

82

42 All demographic and income statistics were derived from a U.S. Census/Nielsen Solution Center, August 2014 Report.
43 U.S. Census Bureau data generated through the Nielsen Company/Claritas Demographics and Business Facts reports created for Streetsense, August 2014.
44 U.S. Census Bureau data generated through the Nielsen Company/Claritas Demographics report created for Streetsense, August 2014.
45 U.S. Census Bureau data generated through the Nielsen Company/Claritas Demographics report created for Streetsense, August 2014.

RETAIL DEMAND
Each of the three major retail categories has distinctive characteristics that influence tenant location
decisions and shopping patterns. These factors significantly affect each retail districts capture rates
for customer expenditures within the trade areas.
The following table totals the cumulative demand of residents, workforce, and visitors within the
Woodmont Triangle retail districts PTA, STA, and TTA.

LOW-PRODUCTIVITY AND HIGH-PRODUCTIVITY RETAIL DEMAND WOODMONT TRIANGLE RETAIL DISTRICT

CATEGORY

TOTAL DEMAND-LOW
PRODUCTIVITY
(SQUARE FEET)

TOTAL DEMAND-HIGH
PRODUCTIVITY
(SQUARE FEET)

NEIGHBORHOOD
GOODS & SERVICES

40,202

34,583

FOOD & BEVERAGES

59,421

42,439

GAFO

32,645

29,002

TOTAL RETAIL DEMAND

132,268

106,025

Source: Technical Appendix WT-1 to WT-11.

83
FINAL DRAFT | OCTOBER 20, 2014

RETAIL SUPPLY - MODIFIED INVENTORY

Of the 162 retail-occupied spaces in the
Woodmont Triangle retail district, 67 existing
tenants are included in the F&B category.
Contributing approximately 173,350 square
feet, F&B retailers constitute 50.6 percent of
the existing inventoried retail space along the
corridor.

WOODMONT TRIANGLE RETAIL DISTRIBUTION

22.87%

26.55%

In the GAFO category, 40 existing tenants

were identified. Accounting for approximately
78,400 square feet, GAFO retailers occupy 22.9
percent of existing inventoried retail space.
The 54 NG&S retailers in the Woodmont
Triangle retail district total approximately
91,000 square feet, or 26.5 percent, of existing
inventoried retail space.

50.58%

The estimated modified inventory for the

retail supply in the Woodmont Triangle retail
district is approximately 284,028 square feet.
This figure was determined by assigning a
probability percentage of 90 percent for Class
A space, 82 percent for Class B space, 75
percent for Class C space, and 50 percent for
Build-to-Suit space.46

NG&S

F&B

GAFO

MODIFIED INVENTORY SUPPLY CALCULATION FOR WOODMONT TRIANGLE RETAIL DISTRICT

CLASS OF
SPACE
A
B
C
BTS
TOTAL

TOTAL AMOUNT
(SQUARE FEET)
56,500
264,150
22,100
0
342,750

EFFICIENCY
90%
82%
75%
50%

MODIFIED INVENTORY
(SQUARE FEET)
50,850
216,603
16,575
0
284,028

Source: Streetsense Retail Inventory, August 2014

84

46 Probability percentages for classes of space are derived from a database of information compiled and maintained by Streetsense. This information is
proprietary and determines retention rates and real estate performance benchmarks in retail markets similar to Bethesda Downtowns total supply and
demographics.

UNMET RETAIL DEMAND

Each of these three major retail categories has distinctive characteristics that impact market
distinction, including tenant location decisions and shopping patterns. These factors significantly
impact the Woodmont Triangle retail districts capture rate for customer expenditures generated
within the trade areas.47
The total amount of demand generated by existing and potential48 Woodmont Triangle customers
is measured against the modified supply presently occupied by tenants within each retail category.
The delta between these two figures is the amount of unmet demand available within the
Woodmont Triangle retail district for each category.
This method of assessment concludes that retail within the Woodmont Triangle retail district include
more retailers than the market can support.

WOODMONT TRIANGLE RETAIL DISTRICT UNMET RETAIL DEMAND (2014)

NG&S

F&B

GAFO

TOTAL

TOTAL DEMAND (SF)

34,583

42,439

29,002

106,025

MODIFIED SUPPLY (SF)

67,066

124,878

61,498

253,442

(32,483)

(82,439)

(32,496)

(147,417)

UNMET DEMAND (SF)

Source: Streetsense Retail Inventory and Technical Appendix WT-1 to WT-11.

47  Capture rate is a term indicating the estimated percentage of expenditures that can be attracted to a given location. The potential capture rates for the
Woodmont Triangle retail district are based on typical performance by establishments in each retail category and the strength of the competition posed in each
retail category.
48 Under improved conditions.

FINAL DRAFT | OCTOBER 20, 2014

85

UNMET RETAIL DEMAND

WOODMONT TRIANGLE - EXISTING AND PROJECTED RETAIL DEMAND (SQUARE FEET)

CATEGORY

EXISTING
DEMAND

2019 DEMAND

2024 DEMAND

2029 DEMAND

NG&S

34,583

36,600

39,228

42,172

45,426

F&B

42,439

42,762

45,456

48,167

51,301

GAFO

29,002

30,664

32,898

35,040

37,639

106,025

110,026

117,582

125,379

134,366

TOTAL ESTIMATED
RETAIL DEMAND:

Source: Technical Appendix WT-1 to WT-56

Although the Woodmont

Triangle district is over-supplied
with lower quality retail spaces,
theres a great opportunity
for extensive redevelopment
and repositioning of retail.
With redevelopment comes
the opportunity to focus
retail offerings on Norfolk and
Woodont Avenues.
This is a large district, and much
of the retail is currently spread
throughout the district. As new
space is built, resist spreading
the demand throughout the
district. A node of retail creates a
greater sense of place and retail
destination without depleting
demand.
The merchandising strategy
for this district is to locate
food and beverage uses on
the Triangles public space and
at corners. Mid-block inline
spaces are recommended
for complementary general
merchandise and soft goods.
Additionally, Streetsense
recommends extending
Norfolk Avenue to the new
gateway node created witihin
the Wisconsin North District
at Cheltenham Drive, across
Wisconsin Avenue.

86

2034 DEMAND

Recommended Retail Frontage for Woodmont Triangle

WOODMONT TRIANGLE RETAIL MARKET ASSESSMENT

Supply and demand data for the Woodmont Triangle district only reveal one aspect of its local
market. From a supply perspective, the neighborhood includes a wide range of quality regarding
retail spaces. This critique includes issues related to the size and configuration of this space, as well
as its location with the Triangle relative to other retailers.
Several streets in this district are well-suited to retail uses, including Woodmont Avenue and Norfolk
Avenue. Other streets include retail spaces, but are more difficult in terms of sustaining commercial
businesses due to low traffic volumes, poor accessibility, their orientation to the rear of buildings,
and their isolation relative to other shops and restaurants.
With the exclusion of the few blocks that emanate from the intersection of Woodmont and Norfolk
Avenues, retail spaces are scattered throughout the district. While some tenants benefit from
this condition with lower barriers to entry into the market (and subsequently lower rents), their
compromised locations are often met with inadequate sales, resulting in frequent tenant turnover.
The unmet retail demand numbers indicate that the Woodmont District is oversupplied in every
retail category. While this statement is functionally true, it also brings to mind as adaptation of an
old sayingwhere this district is good, it is very, very good

87
FINAL DRAFT | OCTOBER 20, 2014

IMPACT OF CATALYTIC PROJECTS

88

CATALYTIC PROJECTS
Three projects are foreseen to add demand to downtown Bethesda districts retail. The additional
demand of each of the following will further detailed in the District Market Assessments.
Purple Line: A potential project of the Maryland Department of Transportation, the Purple line
will be an 16-mile light rail line extending from Bethesda to New Carrollton, in Montgomery and
Prince Georges County respectively. This proposed 21-station line will connect the Orange, Green
and Red lines of the Washington Metropolitan Area Transit Authoritys (WMATA) Metro Rail.
The station in Bethesda is slated to be placed at the intersection of Wisconsin Avenue and Elm
Street with an adjacent connection to WMATAs Red Line. According to Transit Alliance, $3 million
dollars in sales are created for local businesses for every one million in capital investments in
transportation. (Transit Alliance, 2001). Retail along the purple line is assumed to directly benefit
retail establishments within the districts and increasing the amount of captured expenditures
from the local market outside of the identified trade areas. The Purple line is expected to generate
approximately 4,700 square feet of additional retail demand to downtown Bethesda.
Bus Rapid Transit Station: The proposed bus rapid transit route will run from the Rockville to
Bethesda Metro stations along Route 355 (Rockville Pike/Wisconsin Avenue.). Within Bethesda
Downtown, a bus rapid station stop is proposed within the Wisconsin North District at Woodmont
Avenue and the Bethesda Metro. The passengers traveling into the district will add additional retail
demand for the districts, especially Wisconsin North and Metro. With the addition of two bus rapid
transit stations, an estimated 7,700 square feet of retail demand will be generated.
Additional Arts and Entertainment Venues: On July 1, 2002, downtown Bethesda was officially
designated as an Arts & Entertainment District by the state of Maryland. Since, the Bethesda Urban
Partnership (BUP) has served as the manager. To build upon the tax incentives and the Bethesda
Arts & Entertainment District Board, a 501 (c) (3), additional arts venues are suggested to serve as
catalytic projects for the Bethesda Downtown Plans ability to capture additional expenditures from
patrons from the local and regional market, spurring 358 square feet of additional retail demand.
Combined, the three catalytic projects will add 12,788 square feet of retail demand to Bethesdas
downtown by 2034.

RETAIL CATALYST (HIGH PRODUCTIVITY)

PURPLE LINE
BRT STATIONS
CULTURAL VENUES
TOTAL

NG&S

F&B

GAFO

TOTAL

1,747

2,222

730

4,699

3,469

1,950

2,312

7,731

78

238

42

358

5,294

4,410

3,084

12,788

Source: Streetsense, 2014. Technical Appendix C-1 to C-3.

89
FINAL DRAFT | OCTOBER 20, 2014

RECOMMENDATIONS

90

SUMMARY
Similar to Tysons Corner and Georgetown, downtown Bethesda has distinguished itself as a
super-regional retail destination for the metropolitan Washington DC market, with approximately
1,400,000 square feet of retail. The Bethesda downtown market is saturated with and supports
the Food and Beverage and General Merchandise, Apparel, Furnishings and Other categories
through the large retail nodes of Bethesda Row and Woodmont Triangle. As a super-regional retail
destination, patrons often originate from outside of the neighborhoods within downtown. This
includes Silver Spring, northwest DC, neighborhoods along the I-270 corridor, and more.
All retail districts within the Bethesda downtown core have an opportunity to determine their market
distinction to remain or become vibrant, successful retail destinations. First, as new retail is built in
nodes (see page 95), existing space will be no longer viable as retail. This gives the county a plan
to focus retail development, creating an almost continuous retail environment by 2034, expanding
from Woodmont Triangle through Metro and Bethesda Tow to Arlington South. These retail districts
define the F&B and GAFO niche of Bethesda.

BETHESDA DOWNTOWN RETAIL SUPPLY AND DEMAND

Neighborhood

Existing
Supply

Modified
Supply

Existing
Demand

2019
Demand

2024
Demand

2029
Demand

2034
Demand

Arlington South

101,400

74,788

95,664

96,588

108,208

116,975

127,081

Bethesda Row

315,694

259,687

304,070

321,801

344,739

377,457

412,945

Metro

268,085

221,852

84,772

90,915

99,678

118,082

134,362

Pearl

3,200

2,720

42,661

45,261

47,011

48,671

48,853

Wisconsin North

120,750

90,237

172,612

181,669

187,878

198,951

208,526

Wisconsin South

267,958

229,860

116,403

124,540

133,119

144,382

155,890

Woodmont Triangle

342,750

284,028

106,025

110,026

117,582

125,379

134,366

1,419,837

1,163,172

922,207

970,800

1,038,215

TOTAL

1,129,896 1,222,024

Source: Streetsense, 2014. Technical Appendix AS-1 to WT-56.

91
FINAL DRAFT | OCTOBER 20, 2014

RETAIL DEMAND (2034) BY DISTRICT

NG&S

F&B

GAFO

ARLINGTON SOUTH

BETHESDA ROW

METRO

PEARL

WISCONSIN NORTH

WISCONSIN SOUTH

WOODMONT TRIANGLE

By 2034, retail demand will exceed 1,222,000 square feet, with Bethesda Row and Wisconsin
North garnering the most. As illustrated in the diagram above, the Neighborhood Goods & Services
category attributes the most collective demand for Bethesdas downtown core. Bethesda Row has
the potential to support the most retail in all categories, and Pearl will support the least.

92

MARKET DISTINCTION
Through the next twenty years, retail within the Bethesda Downtown Plan will continue to play
an integral role in the development. In order to provide context and strategies for retail within
each district, there is a need for market distinction. To achieve distinction, first there is a need to
understand that there is a reason to be in each district depending on how you are moving through
the market. Customers are looking for a certain good, while retailers seek cotenancy that benefits
their goods sold and customer typology. Customers wanting to purchase neighborhood goods will
visit the district most convenient. Each market distinction strategy for Bethesda downtowns retail
district is identified as:

Arlington South: As redevelopment of the Bradley Shopping Center occurs there is an

opportunity for commodity shopping near the place-based experience of Bethesda
Row, including Neighborhood Goods and Services with junior anchor GAFO tenants. The
market distinction for an Arlington South customer currently lie within the household
goods and neighborhood services (i.e. Strosniders Hardware, Safeway, CVS, Bradley Food
& Beverage).

Bethesda Row is a regional destination with a retail mix of national and regional food
and beverage offerings with General Merchandise and soft goods. As this retail district
prominence continues to attract new retailers, Bethesda Row will serve a wider customer
base. Patrons visit Bethesda Row for nationally and regionally known tenants (i.e. Apple,
Nandos Peri Peri, Cava, Jaleo, and Barnes and Noble).

Metro has the largest supply of employees and tourists to support the retail demand
and direct the tenant mix for the district. Fast casual and full-service restaurants are
needed to support the quick-turnaround, lunchtime demand of the employees and
weekend demands of the tourists. This retail mix is supplemented with some daytime
Neighborhood Goods and Service tenants. The Montgomery Farm Womens Cooperative
Market, located at the southern most end of the district, provides an option for a variety
of goods, and home to a collection of farmers, artisans and craftspeople; food trucks
routinely use their parking lot as for operations.

Pearl: The need for Food and Beverage and Neighborhood Goods and Service tenants
increase to support the office and student populations. Within the Food and Beverage
category, fast casual and quick service restaurants are also supportable.

93
FINAL DRAFT | OCTOBER 20, 2014

94

Wisconsin North should position its retail within two nodes, one to create a gateway into
Woodmont Triangle and another Neighborhood Goods & Services node that builds on
the Harris Teeter under construction at the north to create a gateway into the Bethesda
downtown district. The node adjacent at the south of the district should focus on a similar
merchandising strategy of Woodmont Triangle - local and unique Food and Beverage
tenants with an eclectic mix of GAFO retailers.

Wisconsin South serves as the gateway to Bethesda downtown core from the south and
also splits its retail demand into two separate nodes. The south gateway node has an
opportunity to support the surrounding residential uses with a Neighborhood Goods and
Services strategy paired with junior anchor GAFO tenants, while the northern node builds
on the Bethesda Row retail node to create a gateway of strong national and regional food
and beverage offerings with high-quality general merchandise and soft goods retailers.

Woodmont Triangle has market distinctions within the Bethesda downtown core, built
upon its mix of local and unique tenants within the Food and Beverage and General
Merchandise categories. As retail is repositioned within new developments, the
merchandising strategy, as a more affordable option for both customers and retailers,
allowing start-up businesses a place to begin, is suggested to avoid direct competition
with Bethesda Row, and to maintain market distinction.

TECHNICAL APPENDIX

ARLINGTON SOUTH RETAIL DISTRICT

TABLE AS-1: Resident -Generated Retail Demand within Primary Trade Area
CATEGORY

TOTAL EXPENDITURES

RETAIL SALES
PER SF (LOW)

TOTAL
DEMAND-LOW
PRODUCTIVITY (SF)

RETAIL SALES
PER SF (HIGH)

TOTAL
DEMAND-HIGH
PRODUCTIVITY (SF)

Groceries, Sundries
and Similar

$5,346,722

$498

3,436

$612

2,796
696

Prepared Foods

$1,340,098

$360

744

$385

Alcohol at Home

$1,282,979

$254

909

$310

745

Personal/Household
Care Products and
Services

$2,519,845

$320

1,969

$340

1,853

NG&S SUBTOTAL

$10,489,644

Food Away from Home

$5,155,975

$320

3,545

$460

2,466

Alcohol Away from

Home

$305,569

$270

226

$336

182

F&B SUBTOTAL

$5,461,544

Apparel, Accessories
and Similar

$6,839,870

$315

1,303

$343

1,196

Reading Materials,
Music and Similar

$960,888

$290

199

$313

184

Home Furnishings and

Decor and Similar

$3,408,817

$322

635

$380

538

Electronics,
Technology and
Similar

$3,366,029

$560

391

$690

317

GAFO SUBTOTAL

$14,575,604

7,058

6,090

3,771

RESIDENT-GENERATED RETAIL DEMAND (PTA):

2,648

2,528

2,236

13,357

10,973

Source: Nielsen Company/Claritas, ULI, Streetsense, 2014

TABLE AS-2: Resident-Generated Retail Demand within Secondary Trade Area

CATEGORY

TOTAL EXPENDITURES

RETAIL SALES
PER SF (LOW)

TOTAL
DEMAND-LOW
PRODUCTIVITY (SF)

RETAIL SALES
PER SF (HIGH)

TOTAL
DEMAND-HIGH
PRODUCTIVITY (SF)

Groceries, Sundries
and Similar

$29,337,120

$498

10,604

$612

8,629

Prepared Foods

$7,332,183

$360

2,444

$385

2,285

Alcohol at Home

$7,195,498

$254

2,833

$310

2,321

Personal/Household
Care Products and
Services

$14,182,382

$320

4,432

$340

4,171

NG&S SUBTOTAL

$58,047,183

Food Away from Home

$28,781,919

$320

7,195

$460

5,006

Alcohol Away from

Home

$1,725,215

$270

511

$336

411

F&B SUBTOTAL

$30,507,134

Apparel, Accessories
and Similar

$38,660,022

$315

5,523

$343

5,072

Reading Materials,
Music and Similar

$5,556,761

$290

766

$313

710

Home Furnishings and

Decor and Similar

$19,937,710

$322

1,858

$380

1,574

Electronics,
Technology and
Similar

$19,416,477

$560

1,560

$690

1,266

GAFO SUBTOTAL

$83,570,970

20,313

17,406

7,707

RESIDENT-GENERATED RETAIL DEMAND (STA):

5,416

9,707

8,622

37,726

31,445

Source: Nielsen Company/Claritas, ULI, Streetsense, 2014

97
FINAL DRAFT | OCTOBER 20, 2014

TABLE AS-3: Resident-Generated Retail Demand within Tertiary Trade Area

CATEGORY

TOTAL EXPENDITURES

RETAIL SALES
PER SF (LOW)

TOTAL
DEMAND-LOW
PRODUCTIVITY (SF)

RETAIL SALES
PER SF (HIGH)

TOTAL
DEMAND-HIGH
PRODUCTIVITY (SF)

Groceries, Sundries
and Similar

$150,240,593

$498

12,068

$612

9,820

$360

2,077

$385

1,942

Prepared Foods

$37,382,204

Alcohol at Home

$34,901,220

$254

2,748

$310

2,252

Personal/Household
Care Products and
Services

$70,691,182

$320

5,523

$340

5,198

NG&S SUBTOTAL

$293,215,199

Food Away from Home

$140,560,345

$320

3,294

$460

2,292

Alcohol Away from

Home

$8,294,229

$270

154

$336

123

F&B SUBTOTAL

$148,854,574

Apparel, Accessories
and Similar

$198,429,221

$315

14,174

$343

13,016

Reading Materials,
Music and Similar

$26,649,740

$290

1,838

$313

1,703

Home Furnishings and

Decor and Similar

$102,449,734

$322

4,773

$380

4,044

Electronics,
Technology and
Similar

$100,051,986

$560

4,467

$690

3,625

GAFO SUBTOTAL

$427,580,681

22,415

19,211

3,448

RESIDENT-GENERATED RETAIL DEMAND

(TTA):

2,415

25,251

22,388

51,114

44,015

Source: Nielsen Company/Claritas, ULI, Streetsense, 2014

TABLE AS-4 : Summary of Resident Generated Retail Demand

CATEGORY

TOTAL DEMAND-LOW
PRODUCTIVITY (SF)

TOTAL DEMAND-HIGH
PRODUCTIVITY (SF)

NEIGHBORHOOD GOODS & SERVICES

$49,786

$42,707

FOOD & BEVERAGES

$14,926

$10,479

GAFO

$37,485

$33,247

TOTAL ESTIMATED HOUSEHOLD-BASED RETAIL DEMAND

102,197

86,433

TABLE AS-5: Workplace-Based Retail Demand, Executive and Professional (PTA)

CATEGORY

TOTAL
EXPENDITURES

RETAIL SALES
PER SF-LOW

TOTAL
DEMAND-LOW
PRODUCTIVITY
(SF)

RETAIL SALES
PER SF-HIGH

TOTAL
DEMAND-HIGH
PRODUCTIVITY
(SF)

NEIGHBORHOOD GOODS & SERVICES

$310,896

$358

478

$412

415

FOOD AND ALCOHOL AWAY FROM

HOME

$314,706

$295

640

$398

474

GAFO

$209,804

$372

181

$432

156

TOTAL DEMAND BY EXEC AND PROF:

Source: Nielsen Company/Claritas, ULI, ICSC, Streetsense, 2014

98

1,298

1,045

TABLE AS-6: Workplace-Based Retail Demand, Administrative/Support/Retail/Government (PTA)

CATEGORY

TOTAL
EXPENDITURES

RETAIL SALES
PER SF-LOW

TOTAL
DEMAND-LOW
PRODUCTIVITY
(SF)

RETAIL SALES
PER SF-HIGH

TOTAL
DEMAND-HIGH
PRODUCTIVITY
(SF)

NEIGHBORHOOD GOODS &

SERVICES

$433,620

$358

703

$412

611

FOOD AND ALCOHOL AWAY FROM

HOME

$411,840

$295

893

$398

662

GAFO

$257,400

$372

194

$432

167

TOTAL DEMAND BY ADMIN/

SUPPORT/RETAIL/GOVT:

1,790

1,440

Source: Nielsen Company/Claritas, ULI, ICSC, Streetsense, 2014

TABLE AS-7: Workplace-Based Retail Demand, Trade and Labor (PTA)

CATEGORY

TOTAL
EXPENDITURES

RETAIL SALES
PER SF-LOW

TOTAL
DEMAND-LOW
PRODUCTIVITY
(SF)

RETAIL SALES
PER SF-HIGH

TOTAL
DEMAND-HIGH
PRODUCTIVITY
(SF)

NEIGHBORHOOD GOODS &

SERVICES

$92,560

$358

41

$412

36

FOOD AND ALCOHOL AWAY FROM

HOME

$96,200

$295

68

$398

51

GAFO

$52,520

$372

18

$432

16

TOTAL DEMAND BY TRADE AND

LABOR:

128

103

Source: Nielsen Company/Claritas, ULI, ICSC, Streetsense, 2014

TABLE AS-8: Summary of Workplace-Based Generated Retail Demand (PTA)

CATEGORY

TOTAL DEMAND-LOW
PRODUCTIVITY (SF)

TOTAL DEMAND-HIGH
PRODUCTIVITY (SF)

NEIGHBORHOOD GOODS & SERVICES

1,222

1,062

FOOD & BEVERAGES

1,602

1,187

GAFO

393

338

TOTAL ESTIMATED WORKPLACE-BASED RETAIL DEMAND

3,216

2,588

99
FINAL DRAFT | OCTOBER 20, 2014

TABLE AS-9: Retail Demand Generated by Commuters

CATEGORY

TOTAL
EXPENDITURES

RETAIL SALES
PER SF-LOW

TOTAL
DEMAND-LOW
PRODUCTIVITY
(SF)

RETAIL SALES
PER SF-HIGH

TOTAL
DEMAND-HIGH
PRODUCTIVITY
(SF)

NEIGHBORHOOD GOODS &

SERVICES

$1,455,865

$358

4,067

$412

3,536

FOOD AND ALCOHOL AWAY FROM

HOME

$364,299

$295

1,235

$398

915

GAFO

$945,486

$372

2,543

$432

2,191

TOTAL DEMAND GENERATED BY

COMMUTERS:

7,845

6,642

Source: Nielsen Company/Claritas, ULI, Streetsense, 2014

TABLE AS-10: Summary of Retail Demand Generated by Atypical Sources

CATEGORY

TOTAL DEMAND-LOW
PRODUCTIVITY (SF)

TOTAL DEMAND-HIGH
PRODUCTIVITY (SF)

NEIGHBORHOOD GOODS & SERVICES

4,067

3,536

FOOD & BEVERAGES

1,235

915

GAFO

2,543

2,191

TOTAL ESTIMATED ATYPICAL-SOURCED RETAIL DEMAND:

7,845

6,642

Table AS-11: Arlington South Cumulative Retail Demand Potential (2014)

100

CATEGORY

TOTAL DEMAND-LOW
PRODUCTIVITY (SF)

TOTAL DEMAND-HIGH
PRODUCTIVITY (SF)

NEIGHBORHOOD GOODS & SERVICES

55,074

14.305

FOOD & BEVERAGES

17,763

12,582

GAFO

40,421

35,777

TOTAL ESTIMATED RETAIL DEMAND:

113,258

95,664

TABLE AS-12: Projected Resident-Generated Retail Demand within Primary Trade Area (2019)
CATEGORY

TOTAL EXPENDITURES

RETAIL SALES
PER SF (LOW)

TOTAL
DEMAND-LOW
PRODUCTIVITY (SF)

RETAIL SALES
PER SF (HIGH)

TOTAL
DEMAND-HIGH
PRODUCTIVITY (SF)

Groceries, Sundries
and Similar

$5,550,970

$498

3,567

$612

2,902

Prepared Foods

$1,391,270

$360

773

$385

723

Alcohol at Home

$1,331,995

$254

944

$310

773

Personal/Household
Care Products and
Services

$2,616,073

$320

2,044

$340

1,924

NG&S SUBTOTAL

$10,890,308

Food Away from Home

$5,352,919

$320

3,680

$460

2,560

Alcohol Away from

Home

$317,229

$270

235

$336

189

F&B SUBTOTAL

$5,670,148

Apparel, Accessories
and Similar

$7,101,098

$315

1,353

$343

1,242

Reading Materials,
Music and Similar

$997,584

$290

206

$313

191

Home Furnishings and

Decor and Similar

$3,539,013

$322

659

$380

559

Electronics,
Technology and
Similar

$3,494,553

$560

406

$690

329

GAFO SUBTOTAL

$15,132,248

7,328

6,322

3,915

RESIDENT-GENERATED RETAIL DEMAND (PTA):

2,749

2,624

2,321

13,867

11,393

Source: Nielsen Company/Claritas, ULI, Streetsense, 2014

TABLE AS-13: Resident-Generated Retail Demand within Secondary Trade Area (2019)
CATEGORY

TOTAL EXPENDITURES

RETAIL SALES
PER SF (LOW)

TOTAL
DEMAND-LOW
PRODUCTIVITY (SF)

RETAIL SALES
PER SF (HIGH)

TOTAL
DEMAND-HIGH
PRODUCTIVITY (SF)

Groceries, Sundries
and Similar

$31,181,562

$498

11,270

$612

9,171

Prepared Foods

$7,793,100

$360

2,598

$385

2,429

Alcohol at Home

$7,647,901

$254

3,011

$310

2,467

Personal/Household
Care Products and
Services

$15,074,030

$320

4,711

$340

4,434

NG&S SUBTOTAL

$61,696,593

Food Away from Home

$30,591,144

$320

7,648

$460

5,320

Alcohol Away from

Home

$1,833,575

$270

543

$336

437

F&B SUBTOTAL

$32,424,719

Apparel, Accessories
and Similar

$41,090,382

$315

5,870

$343

5,391

Reading Materials,
Music and Similar

$5,906,222

$290

815

$313

755

Home Furnishings and

Decor and Similar

$21,190,816

$322

1,974

$380

1,673

Electronics,
Technology and
Similar

$20,637,075

$560

1,658

$690

1,346

GAFO SUBTOTAL

$88,824,495

21,590

18,501

8,191

RESIDENT-GENERATED RETAIL DEMAND (STA):

5,757

10,317

9,165

40,098

33,422

Source: Nielsen Company/Claritas, ULI, Streetsense, 2014

101
FINAL DRAFT | OCTOBER 20, 2014

TABLE AS-14: Projected Resident-Generated Retail Demand within Tertiary Trade Area (2019)
CATEGORY

TOTAL EXPENDITURES

RETAIL SALES
PER SF (LOW)

TOTAL
DEMAND-LOW
PRODUCTIVITY (SF)

RETAIL SALES
PER SF (HIGH)

TOTAL
DEMAND-HIGH
PRODUCTIVITY (SF)

Groceries, Sundries
and Similar

$157,752,623

$498

12,671

$612

10,311

$360

2,181

$385

2,039

Prepared Foods

$39,251,314

Alcohol at Home

$36,646,281

$254

2,886

$310

2,364

Personal/Household
Care Products and
Services

$74,225,741

$320

5,799

$340

5,458

NG&S SUBTOTAL

$307,875,959

Food Away from Home

$147,588,362

$320

3,459

$460

2,406

Alcohol Away from

Home

$8,708,940

$270

161

$336

130

F&B SUBTOTAL

$156,297,303

Apparel, Accessories
and Similar

$208,350,682

$315

14,882

$343

13,667

Reading Materials,
Music and Similar

$27,982,227

$290

1,930

$313

1,788

Home Furnishings and

Decor and Similar

$107,572,221

$322

5,011

$380

4,246

Electronics,
Technology and
Similar

$105,054,585

$560

4,690

$690

3,806

GAFO SUBTOTAL

$448,959,715

23,536

20,172

3,620

RESIDENT-GENERATED RETAIL DEMAND

(TTA):

2,536

26,513

23,508

$20,321,641

46,216

Source: Nielsen Company/Claritas, ULI, Streetsense, 2014

TABLE AS-15 : Summary of Projected Resident-Generated Retail Demand (2019)

CATEGORY

TOTAL DEMAND-LOW
PRODUCTIVITY (SF)

TOTAL DEMAND-HIGH
PRODUCTIVITY (SF)

NEIGHBORHOOD GOODS & SERVICES

$52,453

$44,995

FOOD & BEVERAGES

$15,727

$11,042

GAFO

$39,454

$34,994

TOTAL ESTIMATED HOUSEHOLD-BASED RETAIL DEMAND:

107,634

91,030

TABLE AS-16: Projected Workplace-Based Retail Demand, Executive and Professional (2019)
CATEGORY

TOTAL
EXPENDITURES

RETAIL SALES
PER SF-LOW

TOTAL
DEMAND-LOW
PRODUCTIVITY
(SF)

RETAIL SALES
PER SF-HIGH

TOTAL
DEMAND-HIGH
PRODUCTIVITY
(SF)

NEIGHBORHOOD GOODS & SERVICES

$331,272

$358

509

$412

443

FOOD AND ALCOHOL AWAY FROM

HOME

$335,332

$295

682

$398

506

GAFO

$223,555

$372

192

$432

166

TOTAL DEMAND BY EXEC AND PROF:

Source: Nielsen Company/Claritas, ULI, ICSC, Streetsense, 2014

102

1,383

1,114

TABLE AS-17: Projected Workplace-Based Retail Demand, Administrative/Support/Retail/Government (2019)

CATEGORY

TOTAL
EXPENDITURES

RETAIL SALES
PER SF-LOW

TOTAL
DEMAND-LOW
PRODUCTIVITY
(SF)

RETAIL SALES
PER SF-HIGH

TOTAL
DEMAND-HIGH
PRODUCTIVITY
(SF)

NEIGHBORHOOD GOODS &

SERVICES

$462,040

$358

749

$412

651

FOOD AND ALCOHOL AWAY FROM

HOME

$438,832

$295

952

$398

706

GAFO

$274,270

$372

207

$432

178

TOTAL DEMAND BY ADMIN/

SUPPORT/RETAIL/GOVT:

1,907

1,534

Source: Nielsen Company/Claritas, ULI, ICSC, Streetsense, 2014

TABLE AS-18: Projected Workplace-Based Retail Demand, Trade and Labor (2019)
CATEGORY

TOTAL
EXPENDITURES

RETAIL SALES
PER SF-LOW

TOTAL
DEMAND-LOW
PRODUCTIVITY
(SF)

RETAIL SALES
PER SF-HIGH

TOTAL
DEMAND-HIGH
PRODUCTIVITY
(SF)

NEIGHBORHOOD GOODS &

SERVICES

$98,626

$358

44

$412

38

FOOD AND ALCOHOL AWAY FROM

HOME

$102,505

$295

73

$398

54

GAFO

$55,962

$372

20

$432

17

TOTAL DEMAND BY TRADE AND

LABOR:

137

109

Source: Nielsen Company/Claritas, ULI, ICSC, Streetsense, 2014

TABLE AS-19: Summary of Workplace-Based Generated Retail Demand (2019)

CATEGORY

TOTAL DEMAND-LOW
PRODUCTIVITY (SF)

TOTAL DEMAND-HIGH
PRODUCTIVITY (SF)

NEIGHBORHOOD GOODS & SERVICES

1,302

1,132

FOOD & BEVERAGES

1,707

1,265

GAFO

419

361

TOTAL ESTIMATED WORKPLACE-BASED RETAIL DEMAND

3,427

2,758

103
FINAL DRAFT | OCTOBER 20, 2014

TABLE AS-20: Projected Retail Demand Generated by Commuters (2019)

CATEGORY

TOTAL
EXPENDITURES

RETAIL SALES
PER SF-LOW

TOTAL
DEMAND-LOW
PRODUCTIVITY
(SF)

RETAIL SALES
PER SF-HIGH

TOTAL
DEMAND-HIGH
PRODUCTIVITY
(SF)

NEIGHBORHOOD GOODS &

SERVICES

$304,881

$358

852

$412

740

FOOD AND ALCOHOL AWAY FROM

HOME

$619,954

$295

2,102

$398

1,558

GAFO

$216,945

$372

584

$432

503

TOTAL DEMAND GENERATED BY

COMMUTERS:

$1,141,780

3,537

2,801

Source: Nielsen Company/Claritas, ULI, Streetsense, 2014

TABLE AS-21: Summary of Retail Demand Generated by Atypical Sources (2019)

CATEGORY

TOTAL DEMAND-LOW
PRODUCTIVITY (SF)

TOTAL DEMAND-HIGH
PRODUCTIVITY (SF)

NEIGHBORHOOD GOODS & SERVICES

852

740

FOOD & BEVERAGES

2,102

1,558

GAFO

584

503

TOTAL ESTIMATED ATYPICAL-SOURCED RETAIL DEMAND

3,537

2,801

Table AS-22: Arlington South Cumulative Retail Demand Potential (2019)

104

CATEGORY

TOTAL DEMAND-LOW
PRODUCTIVITY (SF)

TOTAL DEMAND-HIGH
PRODUCTIVITY (SF)

NEIGHBORHOOD GOODS & SERVICES

54,606

46,867

FOOD & BEVERAGES

19,535

13,865

GAFO

40,457

35,857

TOTAL ESTIMATED RETAIL DEMAND

114,598

96,588

TABLE AS-23: Projected Resident -Generated Retail Demand within Primary Trade Area (2024)
CATEGORY

TOTAL EXPENDITURES

RETAIL SALES
PER SF (LOW)

TOTAL
DEMAND-LOW
PRODUCTIVITY (SF)

RETAIL SALES
PER SF (HIGH)

TOTAL
DEMAND-HIGH
PRODUCTIVITY (SF)

Groceries, Sundries
and Similar

$5,936,256

$498

3,814

$612

3,104

Prepared Foods

$1,487,799

$360

827

$385

773

Alcohol at Home

$1,424,457

$254

1,009

$310

827

Personal/Household
Care Products and
Services

$2,797,594

$320

2,186

$340

2,057

NG&S SUBTOTAL

$11,646,106

Food Away from Home

$5,724,427

$320

3,936

$460

2,738

Alcohol Away from

Home

$339,224

$270

251

$336

202

F&B SUBTOTAL

$6,063,651

Apparel, Accessories
and Similar

$7,593,869

$315

1,446

$343

1,328

Reading Materials,
Music and Similar

$1,066,806

$290

221

$313

204

Home Furnishings and

Decor and Similar

$3,784,610

$322

705

$380

598

Electronics,
Technology and
Similar

$3,736,996

$560

434

$690

352

GAFO SUBTOTAL

$16,182,281

7,836

6,761

4,187

RESIDENT-GENERATED RETAIL DEMAND (PTA):

2,940

2,806

2,482

14,829

12,183

Source: Nielsen Company/Claritas, ULI, Streetsense, 2014

TABLE AS-24: Projected Resident-Generated Retail Demand within Secondary Trade Area (2024)
CATEGORY

TOTAL EXPENDITURES

RETAIL SALES
PER SF (LOW)

TOTAL
DEMAND-LOW
PRODUCTIVITY (SF)

RETAIL SALES
PER SF (HIGH)

TOTAL
DEMAND-HIGH
PRODUCTIVITY (SF)

Groceries, Sundries
and Similar

$34,679,806

$498

12,535

$612

10,200

Prepared Foods

$8,667,294

$360

2,889

$385

2,701

Alcohol at Home

$8,505,947

$254

3,349

$310

2,744

Personal/Household
Care Products and
Services

$16,765,166

$320

5,239

$340

4,931

NG&S SUBTOTAL

$68,618,213

Food Away from Home

$34,022,594

$320

8,506

$460

5,917

Alcohol Away from

Home

$2,039,095

$270

604

$336

485

F&B SUBTOTAL

$36,061,689

Apparel, Accessories
and Similar

$45,699,902

$315

6,529

$343

5,996

Reading Materials,
Music and Similar

$6,569,024

$290

906

$313

839

Home Furnishings and

Decor and Similar

$23,567,508

$322

2,196

$380

1,861

Electronics,
Technology and
Similar

$22,952,111

$560

1,844

$690

1,497

GAFO SUBTOTAL

$98,788,545

24,012

20,576

9,110

RESIDENT-GENERATED RETAIL DEMAND (STA):

6,402

11,475

10,193

44,596

37,171

Source: Nielsen Company/Claritas, ULI, Streetsense, 2014

105
FINAL DRAFT | OCTOBER 20, 2014

TABLE AS-25: Projected Resident-Generated Retail Demand within Tertiary Trade Area (2024)
CATEGORY

TOTAL EXPENDITURES

RETAIL SALES
PER SF (LOW)

TOTAL
DEMAND-LOW
PRODUCTIVITY (SF)

RETAIL SALES
PER SF (HIGH)

TOTAL
DEMAND-HIGH
PRODUCTIVITY (SF)

Groceries, Sundries
and Similar

$166,767,058

$498

13,395

$612

10,900

$360

2,305

$385

2,156

Prepared Foods

$41,494,246

Alcohol at Home

$38,740,354

$254

3,050

$310

2,499

Personal/Household
Care Products and
Services

$78,467,212

$320

6,130

$340

5,770

NG&S SUBTOTAL

$325,468,871

Food Away from Home

$156,021,983

$320

3,657

$460

2,544

Alcohol Away from

Home

$9,206,594

$270

170

$336

137

F&B SUBTOTAL

$165,228,577

Apparel, Accessories
and Similar

$220,256,435

$315

15,733

$343

14,448

Reading Materials,
Music and Similar

$29,581,211

$290

2,040

$313

1,890

Home Furnishings and

Decor and Similar

$113,719,205

$322

5,297

$380

4,489

Electronics,
Technology and
Similar

$111,057,704

$560

4,958

$690

4,024

GAFO SUBTOTAL

$474,614,556

24,881

21,324

3,827

RESIDENT-GENERATED RETAIL DEMAND

(TTA):

2,681

28,028

24,851

56,736

48,856

Source: Nielsen Company/Claritas, ULI, Streetsense, 2014

TABLE AS-26 : Summary of Resident-Generated Retail Demand (2024)

CATEGORY

TOTAL DEMAND-LOW
PRODUCTIVITY (SF)

TOTAL DEMAND-HIGH
PRODUCTIVITY (SF)

NEIGHBORHOOD GOODS & SERVICES

$56,729

$48,662

FOOD & BEVERAGES

$17,124

$12,023

GAFO

$42,309

$37,526

TOTAL ESTIMATED HOUSEHOLD-BASED RETAIL DEMAND

116,162

98,211

TABLE AS-27: Projected Workplace-Based Retail Demand, Executive and Professional (2024)
CATEGORY

TOTAL
EXPENDITURES

RETAIL SALES
PER SF-LOW

TOTAL
DEMAND-LOW
PRODUCTIVITY
(SF)

RETAIL SALES
PER SF-HIGH

TOTAL
DEMAND-HIGH
PRODUCTIVITY
(SF)

NEIGHBORHOOD GOODS & SERVICES

$337,355

$358

518

$412

451

FOOD AND ALCOHOL AWAY FROM

HOME

$341,489

$295

695

$398

515

GAFO

$227,660

$372

196

$432

169

TOTAL DEMAND BY EXEC AND PROF:

Source: Nielsen Company/Claritas, ULI, ICSC, Streetsense, 2014

106

1,409

1,134

TABLE AS-28: Projected Workplace-Based Retail Demand, Administrative/Support/Retail/Government (2024)

CATEGORY

TOTAL
EXPENDITURES

RETAIL SALES
PER SF-LOW

TOTAL
DEMAND-LOW
PRODUCTIVITY
(SF)

RETAIL SALES
PER SF-HIGH

TOTAL
DEMAND-HIGH
PRODUCTIVITY
(SF)

NEIGHBORHOOD GOODS &

SERVICES

$470,524

$358

762

$412

663

FOOD AND ALCOHOL AWAY FROM

HOME

$446,890

$295

970

$398

719

GAFO

$279,306

$372

210

$432

181

TOTAL DEMAND BY ADMIN/

SUPPORT/RETAIL/GOVT:

1,942

1,563

Source: Nielsen Company/Claritas, ULI, ICSC, Streetsense, 2014

TABLE AS-29: Projected Workplace-Based Retail Demand, Trade and Labor (2024)
CATEGORY

TOTAL
EXPENDITURES

RETAIL SALES
PER SF-LOW

TOTAL
DEMAND-LOW
PRODUCTIVITY
(SF)

RETAIL SALES
PER SF-HIGH

TOTAL
DEMAND-HIGH
PRODUCTIVITY
(SF)

NEIGHBORHOOD GOODS &

SERVICES

$100,437

$358

45

$412

39

FOOD AND ALCOHOL AWAY FROM

HOME

$104,387

$295

74

$398

55

GAFO

$56,990

$372

20

$432

17

TOTAL DEMAND BY TRADE AND

LABOR:

139

111

Source: Nielsen Company/Claritas, ULI, ICSC, Streetsense, 2014

TABLE AS-30: Summary of Workplace-Based Generated Retail Demand (2024)

CATEGORY

TOTAL DEMAND-LOW
PRODUCTIVITY (SF)

TOTAL DEMAND-HIGH
PRODUCTIVITY (SF)

NEIGHBORHOOD GOODS & SERVICES

1,325

1,152

FOOD & BEVERAGES

1,738

1,289

GAFO

426

367

TOTAL ESTIMATED WORKPLACE-BASED RETAIL DEMAND

3,490

2,808

107
FINAL DRAFT | OCTOBER 20, 2014

TABLE AS-31: Projected Retail Demand Generated by Commuters (2024)

CATEGORY

TOTAL
EXPENDITURES

RETAIL SALES
PER SF-LOW

TOTAL
DEMAND-LOW
PRODUCTIVITY
(SF)

RETAIL SALES
PER SF-HIGH

TOTAL
DEMAND-HIGH
PRODUCTIVITY
(SF)

NEIGHBORHOOD GOODS &

SERVICES

$1,567,573

$358

4,379

$412

3,807

FOOD AND ALCOHOL AWAY FROM

HOME

$397,013

$295

1,346

$398

998

GAFO

$1,028,647

$372

2,767

$432

2,384

TOTAL DEMAND GENERATED BY

COMMUTERS:

8,492

7,189

Source: Nielsen Company/Claritas, ULI, Streetsense, 2014

TABLE AS-32: Summary of Retail Demand Generated by Atypical Sources (2024)

CATEGORY

TOTAL DEMAND-LOW
PRODUCTIVITY (SF)

TOTAL DEMAND-HIGH
PRODUCTIVITY (SF)

NEIGHBORHOOD GOODS & SERVICES

4,379

3,807

FOOD & BEVERAGES

1,346

998

GAFO

2,767

2,384

TOTAL ESTIMATED ATYPICAL-SOURCED RETAIL DEMAND

8,492

7,189

Table AS-33: Arlington South Cumulative Retail Demand Potential (2024)

108

CATEGORY

TOTAL DEMAND-LOW
PRODUCTIVITY (SF)

TOTAL DEMAND-HIGH
PRODUCTIVITY (SF)

NEIGHBORHOOD GOODS & SERVICES

62,433

53,621

FOOD & BEVERAGES

20,208

14,309

GAFO

45,502

40,277

TOTAL ESTIMATED RETAIL DEMAND

128,143

108,208

TABLE AS-34: Projected Resident -Generated Retail Demand within Primary Trade Area (2029)
CATEGORY

TOTAL EXPENDITURES

RETAIL SALES
PER SF (LOW)

TOTAL
DEMAND-LOW
PRODUCTIVITY (SF)

RETAIL SALES
PER SF (HIGH)

TOTAL
DEMAND-HIGH
PRODUCTIVITY (SF)

Groceries, Sundries
and Similar

$6,419,024

$498

4,125

$612

3,356

Prepared Foods

$1,608,751

$360

894

$385

836

Alcohol at Home

$1,540,313

$254

1,092

$310

894

Personal/Household
Care Products and
Services

$3,025,042

$320

2,363

$340

2,224

NG&S SUBTOTAL

$12,593,130

Food Away from Home

$6,189,931

$320

4,256

$460

2,960

Alcohol Away from

Home

$366,784

$270

272

$336

218

F&B SUBTOTAL

$6,556,715

Apparel, Accessories
and Similar

$8,211,317

$315

1,564

$343

1,436

Reading Materials,
Music and Similar

$1,153,542

$290

239

$313

221

Home Furnishings and

Decor and Similar

$4,092,346

$322

763

$380

646

Electronics,
Technology and
Similar

$4,040,780

$560

469

$690

381

GAFO SUBTOTAL

$17,497,985

8,473

7,311

4,527

RESIDENT-GENERATED RETAIL DEMAND (PTA):

3,179

3,034

2,684

16,035

13,174

Source: Nielsen Company/Claritas, ULI, Streetsense, 2014

TABLE AS-35: Projected Resident-Generated Retail Demand within Secondary Trade Area (2029)
CATEGORY

TOTAL EXPENDITURES

RETAIL SALES
PER SF (LOW)

TOTAL
DEMAND-LOW
PRODUCTIVITY (SF)

RETAIL SALES
PER SF (HIGH)

TOTAL
DEMAND-HIGH
PRODUCTIVITY (SF)

Groceries, Sundries
and Similar

$39,045,462

$498

14,113

$612

11,484

Prepared Foods

$9,758,250

$360

3,253

$385

3,042

Alcohol at Home

$9,576,751

$254

3,770

$310

3,089

Personal/Household
Care Products and
Services

$18,875,630

$320

5,899

$340

5,552

NG&S SUBTOTAL

$77,256,093

Food Away from Home

$38,304,894

$320

9,576

$460

6,662

Alcohol Away from

Home

$2,295,575

$270

680

$336

547

F&B SUBTOTAL

$40,600,469

Apparel, Accessories
and Similar

$51,452,382

$315

7,350

$343

6,750

Reading Materials,
Music and Similar

$7,396,172

$290

1,020

$313

945

Home Furnishings and

Decor and Similar

$26,533,516

$322

2,472

$380

2,095

Electronics,
Technology and
Similar

$25,841,175

$560

2,077

$690

1,685

GAFO SUBTOTAL

$111,223,245

27,035

23,166

10,256

RESIDENT-GENERATED RETAIL DEMAND (STA):

7,208

12,919

11,476

50,210

41,850

Source: Nielsen Company/Claritas, ULI, Streetsense, 2014

109
FINAL DRAFT | OCTOBER 20, 2014

TABLE AS-36: Projected Resident-Generated Retail Demand within Tertiary Trade Area (2029)
CATEGORY

TOTAL EXPENDITURES

RETAIL SALES
PER SF (LOW)

TOTAL
DEMAND-LOW
PRODUCTIVITY (SF)

RETAIL SALES
PER SF (HIGH)

TOTAL
DEMAND-HIGH
PRODUCTIVITY (SF)

Groceries, Sundries
and Similar

$172,776,682

$498

13,878

$612

11,293

$360

2,388

$385

2,233

Prepared Foods

$42,989,535

Alcohol at Home

$40,136,403

$254

3,160

$310

2,589

Personal/Household
Care Products and
Services

$81,294,859

$320

6,351

$340

5,978

NG&S SUBTOTAL

$337,197,479

Food Away from Home

$161,644,397

$320

3,789

$460

2,636

Alcohol Away from

Home

$9,538,363

$270

177

$336

142

F&B SUBTOTAL

$171,182,760

Apparel, Accessories
and Similar

$228,193,604

$315

16,300

$343

14,969

Reading Materials,
Music and Similar

$30,647,201

$290

2,114

$313

1,958

Home Furnishings and

Decor and Similar

$117,817,194

$322

5,488

$380

4,651

Electronics,
Technology and
Similar

$115,059,784

$560

5,137

$690

4,169

GAFO SUBTOTAL

$491,717,783

25,777

22,093

3,965

RESIDENT-GENERATED RETAIL DEMAND

(TTA):

2,777

29,038

25,747

58,781

50,617

Source: Nielsen Company/Claritas, ULI, Streetsense, 2014

TABLE AS-37 : Summary of Resident Generated Retail Demand (2029)

CATEGORY

TOTAL DEMAND-LOW
PRODUCTIVITY (SF)

TOTAL DEMAND-HIGH
PRODUCTIVITY (SF)

NEIGHBORHOOD GOODS & SERVICES

61,285

52,570

FOOD & BEVERAGES

18,749

13,164

GAFO

44,992

39,907

TOTAL ESTIMATED HOUSEHOLD-BASED RETAIL DEMAND

125,026

105,641

TABLE AS-38: Projected Workplace-Based Retail Demand, Executive and Professional (2029)
CATEGORY

TOTAL
EXPENDITURES

RETAIL SALES
PER SF-LOW

TOTAL
DEMAND-LOW
PRODUCTIVITY
(SF)

RETAIL SALES
PER SF-HIGH

TOTAL
DEMAND-HIGH
PRODUCTIVITY
(SF)

NEIGHBORHOOD GOODS & SERVICES

$339,548

$358

522

$412

454

FOOD AND ALCOHOL AWAY FROM

HOME

$343,710

$295

699

$398

518

GAFO

$229,140

$372

197

$432

170

TOTAL DEMAND BY EXEC AND PROF:

Source: Nielsen Company/Claritas, ULI, ICSC, Streetsense, 2014

110

1,418

1,142

TABLE AS-39: Projected Workplace-Based Retail Demand, Administrative/Support/Retail/Government (2029)

CATEGORY

TOTAL
EXPENDITURES

RETAIL SALES
PER SF-LOW

TOTAL
DEMAND-LOW
PRODUCTIVITY
(SF)

RETAIL SALES
PER SF-HIGH

TOTAL
DEMAND-HIGH
PRODUCTIVITY
(SF)

NEIGHBORHOOD GOODS &

SERVICES

$473,583

$358

767

$412

667

FOOD AND ALCOHOL AWAY FROM

HOME

$449,796

$295

976

$398

723

GAFO

$281,122

$372

212

$432

182

TOTAL DEMAND BY ADMIN/

SUPPORT/RETAIL/GOVT:

1,955

1,573

Source: Nielsen Company/Claritas, ULI, ICSC, Streetsense, 2014

TABLE AS-40: Projected Workplace-Based Retail Demand, Trade and Labor (2029)
CATEGORY

TOTAL
EXPENDITURES

RETAIL SALES
PER SF-LOW

TOTAL
DEMAND-LOW
PRODUCTIVITY
(SF)

RETAIL SALES
PER SF-HIGH

TOTAL
DEMAND-HIGH
PRODUCTIVITY
(SF)

NEIGHBORHOOD GOODS &

SERVICES

$101,090

$358

45

$412

39

FOOD AND ALCOHOL AWAY FROM

HOME

$105,066

$295

75

$398

55

GAFO

$57,360

$372

20

$432

17

TOTAL DEMAND BY TRADE AND

LABOR:

140

112

Source: Nielsen Company/Claritas, ULI, ICSC, Streetsense, 2014

TABLE AS-41: Summary of Workplace-Based Generated Retail Demand (2029)

CATEGORY

TOTAL DEMAND-LOW
PRODUCTIVITY (SF)

TOTAL DEMAND-HIGH
PRODUCTIVITY (SF)

NEIGHBORHOOD GOODS & SERVICES

1,334

1,160

FOOD & BEVERAGES

1,750

1,297

GAFO

429

370

TOTAL ESTIMATED WORKPLACE-BASED RETAIL DEMAND

3,513

2,826

111
FINAL DRAFT | OCTOBER 20, 2014

TABLE AS-42: Projected Retail Demand Generated by Commuters (2029)

CATEGORY

TOTAL
EXPENDITURES

RETAIL SALES
PER SF-LOW

TOTAL
DEMAND-LOW
PRODUCTIVITY
(SF)

RETAIL SALES
PER SF-HIGH

TOTAL
DEMAND-HIGH
PRODUCTIVITY
(SF)

NEIGHBORHOOD GOODS &

SERVICES

$1,885,430

$358

5,267

$412

4,579

FOOD AND ALCOHOL AWAY FROM

HOME

$500,604

$295

1,697

$398

1,258

GAFO

$1,152,212

$372

3,099

$432

2,670

TOTAL DEMAND GENERATED BY

COMMUTERS:

10,063

8,507

Source: Nielsen Company/Claritas, ULI, Streetsense, 2014

TABLE AS-43: Summary of Retail Demand Generated by Atypical Sources (2029)

CATEGORY

TOTAL DEMAND-LOW
PRODUCTIVITY (SF)

TOTAL DEMAND-HIGH
PRODUCTIVITY (SF)

NEIGHBORHOOD GOODS & SERVICES

5,267

4,579

FOOD & BEVERAGES

1,697

1,258

GAFO

3,099

2,670

TOTAL ESTIMATED ATYPICAL-SOURCED RETAIL DEMAND

10,063

8,507

Table AS-44: Arlington South Cumulative Retail Demand Potential (2029)

112

CATEGORY

TOTAL DEMAND-LOW
PRODUCTIVITY (SF)

TOTAL DEMAND-HIGH
PRODUCTIVITY (SF)

NEIGHBORHOOD GOODS & SERVICES

67,886

58,309

FOOD & BEVERAGES

22,195

15,719

GAFO

48,520

42,947

TOTAL ESTIMATED RETAIL DEMAND

138,601

116,975

TABLE AS-45: Proposed Resident -Generated Retail Demand within Primary Trade Area (2034)
CATEGORY

TOTAL EXPENDITURES

RETAIL SALES
PER SF (LOW)

TOTAL
DEMAND-LOW
PRODUCTIVITY (SF)

RETAIL SALES
PER SF (HIGH)

TOTAL
DEMAND-HIGH
PRODUCTIVITY (SF)

Groceries, Sundries
and Similar

$6,943,570

$498

4,462

$612

3,631
904

Prepared Foods

$1,740,170

$360

967

$385

Alcohol at Home

$1,666,195

$254

1,181

$310

967

Personal/Household
Care Products and
Services

$3,272,173

$320

2,556

$340

2,406

NG&S SUBTOTAL

$13,622,108

Food Away from Home

$6,695,719

$320

4,603

$460

3,202

Alcohol Away from

Home

$396,729

$270

294

$336

236

F&B SUBTOTAL

$7,092,448

Apparel, Accessories
and Similar

$8,882,198

$315

1,692

$343

1,554

Reading Materials,
Music and Similar

$1,247,784

$290

258

$313

239

Home Furnishings and

Decor and Similar

$4,426,713

$322

825

$380

699

Electronics,
Technology and
Similar

$4,370,853

$560

507

$690

412

GAFO SUBTOTAL

$18,927,548

9,166

7,908

4,897

RESIDENT-GENERATED RETAIL DEMAND (PTA):

3,438

3,282

2,904

17,345

14,250

Source: Nielsen Company/Claritas, ULI, Streetsense, 2014

TABLE AS-46: Proposed Resident-Generated Retail Demand within Secondary Trade Area (2034)
CATEGORY

TOTAL EXPENDITURES

RETAIL SALES
PER SF (LOW)

TOTAL
DEMAND-LOW
PRODUCTIVITY (SF)

RETAIL SALES
PER SF (HIGH)

TOTAL
DEMAND-HIGH
PRODUCTIVITY (SF)

Groceries, Sundries
and Similar

$43,782,866

$498

15,825

$612

12,877

Prepared Foods

$10,942,104

$360

3,647

$385

3,411

Alcohol at Home

$10,738,737

$254

4,228

$310

3,464

Personal/Household
Care Products and
Services

$21,165,806

$320

6,614

$340

6,225

NG&S SUBTOTAL

$86,629,513

Food Away from Home

$42,951,844

$320

10,738

$460

7,470

Alcohol Away from

Home

$2,573,895

$270

763

$336

613

F&B SUBTOTAL

$45,525,739

Apparel, Accessories
and Similar

$57,694,702

$315

8,242

$343

7,569

Reading Materials,
Music and Similar

$8,293,754

$290

1,144

$313

1,060

Home Furnishings and

Decor and Similar

$29,752,088

$322

2,772

$380

2,349

Electronics,
Technology and
Similar

$28,976,251

$560

2,328

$690

1,890

GAFO SUBTOTAL

$124,716,795

30,315

25,977

11,501

RESIDENT-GENERATED RETAIL DEMAND (STA):

8,083

14,486

12,868

56,302

46,928

Source: Nielsen Company/Claritas, ULI, Streetsense, 2014

113
FINAL DRAFT | OCTOBER 20, 2014

TABLE AS-47: Proposed Resident-Generated Retail Demand within Tertiary Trade Area (2034)
CATEGORY

TOTAL EXPENDITURES

RETAIL SALES
PER SF (LOW)

TOTAL
DEMAND-LOW
PRODUCTIVITY (SF)

RETAIL SALES
PER SF (HIGH)

TOTAL
DEMAND-HIGH
PRODUCTIVITY (SF)

Groceries, Sundries
and Similar

$181,791,118

$498

14,602

$612

11,882

Prepared Foods

$45,232,467

$360

2,513

$385

2,350

Alcohol at Home

$42,230,476

$254

3,325

$310

2,725

Personal/Household
Care Products and
Services

$85,536,330

$320

6,683

$340

6,289

NG&S SUBTOTAL

$354,790,391

Food Away from Home

$170,078,017

$320

3,986

$460

2,773

Alcohol Away from

Home

$10,036,017

$270

186

$336

149

F&B SUBTOTAL

$180,114,035

Apparel, Accessories
and Similar

$240,099,357

$315

17,150

$343

15,750

Reading Materials,
Music and Similar

$32,246,185

$290

2,224

$313

2,060

Home Furnishings and

Decor and Similar

$123,964,178

$322

5,775

$380

4,893

Electronics,
Technology and
Similar

$121,062,903

$560

5,405

$690

4,386

GAFO SUBTOTAL

$517,372,624

27,122

23,245

4,172

RESIDENT-GENERATED RETAIL DEMAND

(TTA):

2,922

30,553

27,090

61,848

53,258

Source: Nielsen Company/Claritas, ULI, Streetsense, 2014

TABLE AS-48 : Summary of Resident-Generated Retail Demand (2034)

CATEGORY

TOTAL DEMAND-LOW
PRODUCTIVITY (SF)

TOTAL DEMAND-HIGH
PRODUCTIVITY (SF)

NEIGHBORHOOD GOODS & SERVICES

66,603

57,131

FOOD & BEVERAGES

20,570

14,444

GAFO

48,322

42,861

TOTAL ESTIMATED HOUSEHOLD-BASED RETAIL DEMAND

135,494

114,436

TABLE AS-49: Proposed Workplace-Based Retail Demand, Executive and Professional (2034)
CATEGORY

TOTAL
EXPENDITURES

RETAIL SALES
PER SF-LOW

TOTAL
DEMAND-LOW
PRODUCTIVITY
(SF)

RETAIL SALES
PER SF-HIGH

TOTAL
DEMAND-HIGH
PRODUCTIVITY
(SF)

NEIGHBORHOOD GOODS & SERVICES

$341,340

$358

524

$412

456

FOOD AND ALCOHOL AWAY FROM

HOME

$345,523

$295

703

$398

521

GAFO

$230,349

$372

198

$432

171

TOTAL DEMAND BY EXEC AND PROF:

Source: Nielsen Company/Claritas, ULI, ICSC, Streetsense, 2014

114

1,425

1,148

TABLE AS-50: Projected Workplace-Based Retail Demand, Administrative/Support/Retail/Government (2034)

CATEGORY

TOTAL
EXPENDITURES

RETAIL SALES
PER SF-LOW

TOTAL
DEMAND-LOW
PRODUCTIVITY
(SF)

RETAIL SALES
PER SF-HIGH

TOTAL
DEMAND-HIGH
PRODUCTIVITY
(SF)

NEIGHBORHOOD GOODS &

SERVICES

$476,082

$358

771

$412

671

FOOD AND ALCOHOL AWAY FROM

HOME

$452,169

$295

981

$398

727

GAFO

$282,606

$372

213

$432

183

TOTAL DEMAND BY ADMIN/

SUPPORT/RETAIL/GOVT:

1,965

1,581

Source: Nielsen Company/Claritas, ULI, ICSC, Streetsense, 2014

TABLE AS-51: Projected Workplace-Based Retail Demand, Trade and Labor (2034)
CATEGORY

TOTAL
EXPENDITURES

RETAIL SALES
PER SF-LOW

TOTAL
DEMAND-LOW
PRODUCTIVITY
(SF)

RETAIL SALES
PER SF-HIGH

TOTAL
DEMAND-HIGH
PRODUCTIVITY
(SF)

NEIGHBORHOOD GOODS &

SERVICES

$101,624

$358

45

$412

39

FOOD AND ALCOHOL AWAY FROM

HOME

$105,620

$295

75

$398

56

GAFO

$57,663

$372

20

$432

17

TOTAL DEMAND BY TRADE AND

LABOR:

141

113

Source: Nielsen Company/Claritas, ULI, ICSC, Streetsense, 2014

TABLE AS-52: Summary of Workplace-Based Generated Retail Demand (2034)

CATEGORY

TOTAL DEMAND-LOW
PRODUCTIVITY (SF)

TOTAL DEMAND-HIGH
PRODUCTIVITY (SF)

NEIGHBORHOOD GOODS & SERVICES

1,341

1,166

FOOD & BEVERAGES

1,759

1,304

GAFO

431

372

TOTAL ESTIMATED WORKPLACE-BASED RETAIL DEMAND

3,531

2,841

115
FINAL DRAFT | OCTOBER 20, 2014

TABLE AS-53: Projected Retail Demand Generated by Commuters (2034)

CATEGORY

TOTAL
EXPENDITURES

RETAIL SALES
PER SF-LOW

TOTAL
DEMAND-LOW
PRODUCTIVITY
(SF)

RETAIL SALES
PER SF-HIGH

TOTAL
DEMAND-HIGH
PRODUCTIVITY
(SF)

NEIGHBORHOOD GOODS &

SERVICES

$2,198,001

$358

6,140

$412

5,338

FOOD AND ALCOHOL AWAY FROM

HOME

$602,641

$295

2,043

$398

1,514

GAFO

$1,273,591

$372

3,426

$432

2,952

TOTAL DEMAND GENERATED BY

COMMUTERS:

11,608

9,804

Source: Nielsen Company/Claritas, ULI, Streetsense, 2014

TABLE AS-54: Summary of Retail Demand Generated by Atypical Sources (2034)

CATEGORY

TOTAL DEMAND-LOW
PRODUCTIVITY (SF)

TOTAL DEMAND-HIGH
PRODUCTIVITY (SF)

NEIGHBORHOOD GOODS & SERVICES

6,140

5,338

FOOD & BEVERAGES

2,043

1,514

GAFO

3,426

2,952

TOTAL ESTIMATED ATYPICAL-SOURCED RETAIL DEMAND

11,608

9,804

Table AS-55: Arlington South Cumulative Retail Demand Potential (2034)

CATEGORY

TOTAL DEMAND-LOW
PRODUCTIVITY (SF)

TOTAL DEMAND-HIGH
PRODUCTIVITY (SF)

NEIGHBORHOOD GOODS & SERVICES

74,083

63,635

FOOD & BEVERAGES

24,372

17,261

GAFO

52,179

46,185

TOTAL ESTIMATED RETAIL DEMAND

150,634

127,081

Table AS-56: Arlington South - Existing and Projected Retail Demand

CATEGORY

EXISTING
DEMAND

2019 DEMAND

2029 DEMAND

2034 DEMAND

NG&S

47,305

46,867

53,621

58,309

63,635

F&B

12,582

13,865

14,309

15,719

17,261

GAFO

35,777

35,857

40,277

42,947

46,185

TOTAL ESTIMATED
RETAIL DEMAND:

95,664

96,588

108,208

116,975

127,081

Source: Nielsen Company/Claritas, ULI, ICSC, BAE, Streetsense, 2014

116

2024 DEMAND

BETHESDA ROW RETAIL DISTRICT

TABLE BR-1: Resident -Generated Retail Demand within Primary Trade Area
CATEGORY

TOTAL EXPENDITURES

RETAIL SALES
PER SF (LOW)

TOTAL
DEMAND-LOW
PRODUCTIVITY (SF)

RETAIL SALES
PER SF (HIGH)

TOTAL
DEMAND-HIGH
PRODUCTIVITY (SF)

Groceries, Sundries
and Similar

$21,450,695

$498

16,368

$612

13,319

Prepared Foods

$5,418,877

$360

5,268

$385

4,926

Alcohol at Home

$5,557,034

$254

6,563

$310

5,378

Personal/Household
Care Products and
Services

$10,672,205

$320

10,005

$340

9,417

NG&S SUBTOTAL

$43,098,811

Food Away from Home

$22,723,872

$320

24,854

$460

17,290

Alcohol Away from

Home

$1,336,042

$270

1,732

$336

1,392

F&B SUBTOTAL

$24,059,914

Apparel, Accessories
and Similar

$29,044,335

$315

7,837

$343

7,198

Reading Materials,
Music and Similar

$3,940,355

$290

1,087

$313

1,007

Home Furnishings and

Decor and Similar

$14,389,110

$322

2,681

$380

2,272

Electronics,
Technology and
Similar

$14,311,057

$560

1,150

$690

933

GAFO SUBTOTAL

$61,684,857

38,205

33,040

26,586

RESIDENT-GENERATED RETAIL DEMAND (PTA):

18,682

12,756

11,410

77,547

63,131

Source: Nielsen Company/Claritas, ULI, Streetsense, 2014

TABLE BR-2: Resident-Generated Retail Demand within Secondary Trade Area

CATEGORY

TOTAL EXPENDITURES

RETAIL SALES
PER SF (LOW)

TOTAL
DEMAND-LOW
PRODUCTIVITY (SF)

RETAIL SALES
PER SF (HIGH)

TOTAL
DEMAND-HIGH
PRODUCTIVITY (SF)

Groceries, Sundries
and Similar

$127,304,866

$498

51,126

$612

41,603

Prepared Foods

$31,704,353

$360

14,091

$385

13,176

Alcohol at Home

$30,370,724

$254

5,978

$310

4,899

Personal/Household
Care Products and
Services

$60,971,042

$320

9,527

$340

8,966

NG&S SUBTOTAL

$250,350,985

Food Away from Home

$120,772,641

$320

67,935

$460

47,259

Alcohol Away from

Home

$7,239,833

$270

4,290

$336

3,448

F&B SUBTOTAL

$128,012,474

Apparel, Accessories
and Similar

$168,639,534

$315

21,415

$343

19,666

Reading Materials,
Music and Similar

$23,949,151

$290

4,129

$313

3,826

Home Furnishings and

Decor and Similar

$88,257,323

$322

8,223

$380

6,968

Electronics,
Technology and
Similar

$85,139,564

$560

3,801

$690

3,085

GAFO SUBTOTAL

$365,985,572

80,722

68,644

72,225

RESIDENT-GENERATED RETAIL DEMAND (STA):

50,706

37,567

33,545

190,515

152,895

Source: Nielsen Company/Claritas, ULI, Streetsense, 2014

117
FINAL DRAFT | OCTOBER 20, 2014

TABLE BR-3: Resident-Generated Retail Demand within Tertiary Trade Area

CATEGORY

TOTAL EXPENDITURES

RETAIL SALES
PER SF (LOW)

TOTAL
DEMAND-LOW
PRODUCTIVITY (SF)

RETAIL SALES
PER SF (HIGH)

TOTAL
DEMAND-HIGH
PRODUCTIVITY (SF)

Groceries, Sundries
and Similar

$88,782,445

$498

446

$612

363

$360

154

$385

144

Prepared Foods

$22,133,034

Alcohol at Home

$20,665,568

$254

203

$310

167

Personal/Household
Care Products and
Services

$41,681,464

$320

195

$340

184

NG&S SUBTOTAL

$173,262,511

Food Away from Home

$83,765,292

$320

6,544

$460

4,552

Alcohol Away from

Home

$4,897,507

$270

453

$336

364

F&B SUBTOTAL

$88,662,799

Apparel, Accessories
and Similar

$116,230,031

$315

1,845

$343

1,694

Reading Materials,
Music and Similar

$15,361,307

$290

265

$313

245

Home Furnishings and

Decor and Similar

$59,390,856

$322

922

$380

781

Electronics,
Technology and
Similar

$58,620,541

$560

523

$690

425

GAFO SUBTOTAL

$249,602,735

998

857

6,998

RESIDENT-GENERATED RETAIL DEMAND

(TTA):

4,917

3,555

3,146

11,551

8,920

Source: Nielsen Company/Claritas, ULI, Streetsense, 2014

TABLE BR-4 : Summary of Resident Generated Retail Demand

CATEGORY

TOTAL DEMAND-LOW
PRODUCTIVITY (SF)

TOTAL DEMAND-HIGH
PRODUCTIVITY (SF)

NEIGHBORHOOD GOODS & SERVICES

119,926

102,540

FOOD & BEVERAGES

105,809

74,305

GAFO

53,878

48,101

TOTAL ESTIMATED HOUSEHOLD-BASED RETAIL DEMAND

279,613

224,946

TABLE BR-5: Workplace-Based Retail Demand, Executive and Professional (PTA)

CATEGORY

TOTAL
EXPENDITURES

RETAIL SALES
PER SF-LOW

TOTAL
DEMAND-LOW
PRODUCTIVITY
(SF)

RETAIL SALES
PER SF-HIGH

TOTAL
DEMAND-HIGH
PRODUCTIVITY
(SF)

NEIGHBORHOOD GOODS & SERVICES

$12,626,784

$358

20,457

$412

17,786

FOOD AND ALCOHOL AWAY FROM

HOME

$12,781,524

$295

30,329

$398

22,480

GAFO

$8,521,016

$372

8,022

$432

6,912

TOTAL DEMAND BY EXEC AND PROF:

Source: Nielsen Company/Claritas, ULI, ICSC, Streetsense, 2014

118

58,808

47,178

TABLE BR-6: Workplace-Based Retail Demand, Administrative/Support/Retail/Government (PTA)

CATEGORY

TOTAL
EXPENDITURES

RETAIL SALES
PER SF-LOW

TOTAL
DEMAND-LOW
PRODUCTIVITY
(SF)

RETAIL SALES
PER SF-HIGH

TOTAL
DEMAND-HIGH
PRODUCTIVITY
(SF)

NEIGHBORHOOD GOODS &

SERVICES

$6,447,360

$358

10,806

$412

9,395

FOOD AND ALCOHOL AWAY FROM

HOME

$6,123,520

$295

14,530

$398

10,770

GAFO

$3,827,200

$372

2,883

$432

2,483

TOTAL DEMAND BY ADMIN/

SUPPORT/RETAIL/GOVT:

28,219

22,649

Source: Nielsen Company/Claritas, ULI, ICSC, Streetsense, 2014

TABLE BR-7: Workplace-Based Retail Demand, Trade and Labor (PTA)

CATEGORY

TOTAL
EXPENDITURES

RETAIL SALES
PER SF-LOW

TOTAL
DEMAND-LOW
PRODUCTIVITY
(SF)

RETAIL SALES
PER SF-HIGH

TOTAL
DEMAND-HIGH
PRODUCTIVITY
(SF)

NEIGHBORHOOD GOODS &

SERVICES

$2,258,820

$358

883

$412

768

FOOD AND ALCOHOL AWAY FROM

HOME

$2,347,650

$295

1,273

$398

944

GAFO

$1,281,690

$372

345

$432

297

TOTAL DEMAND BY TRADE AND

LABOR:

2,501

2,009

Source: Nielsen Company/Claritas, ULI, ICSC, Streetsense, 2014

TABLE BR-8: Summary of Workplace-Based Generated Retail Demand (PTA)

CATEGORY

TOTAL DEMAND-LOW
PRODUCTIVITY (SF)

TOTAL DEMAND-HIGH
PRODUCTIVITY (SF)

NEIGHBORHOOD GOODS & SERVICES

32,146

27,949

FOOD & BEVERAGES

46,133

34,194

GAFO

11,250

9,692

TOTAL ESTIMATED WORKPLACE-BASED RETAIL DEMAND

89,528

71,835

119
FINAL DRAFT | OCTOBER 20, 2014

TABLE BR-9: Visitor-Based Retail Demand

CATEGORY

TOTAL
EXPENDITURES

RETAIL SALES
PER SF-LOW

TOTAL
DEMAND-LOW
PRODUCTIVITY
(SF)

RETAIL SALES
PER SF-HIGH

TOTAL
DEMAND-HIGH
PRODUCTIVITY
(SF)

NEIGHBORHOOD GOODS &

SERVICES

$2,339,232

$358

1,307

$412

1,136

FOOD AND ALCOHOL AWAY FROM

HOME

$5,012,640

$295

6,797

$398

5,038

GAFO

$4,010,112

$372

1,294

$432

1,115

TOTAL DEMAND GENERATED BY

VISITORS:

9,398

7,289

Source: ULI, Hotels.com, Global Insight, Streetsense, 2014

TABLE BR-10: Summary of Retail Demand Generated by Atypical Sources

CATEGORY

TOTAL DEMAND-LOW
PRODUCTIVITY (SF)

TOTAL DEMAND-HIGH
PRODUCTIVITY (SF)

NEIGHBORHOOD GOODS & SERVICES

1,307

1,136

FOOD & BEVERAGES

6,797

5,038

GAFO

1,294

1,115

TOTAL ESTIMATED ATYPICAL-SOURCED RETAIL DEMAND

9,398

7,289

Table BR-11: Bethesda Row Cumulative Retail Demand Potential (2014)

120

CATEGORY

TOTAL DEMAND-LOW
PRODUCTIVITY (SF)

TOTAL DEMAND-HIGH
PRODUCTIVITY (SF)

NEIGHBORHOOD GOODS & SERVICES

153,378

131,626

FOOD & BEVERAGES

158,738

113,537

GAFO

66,423

58,908

TOTAL ESTIMATED RETAIL DEMAND

378,539

304,070

TABLE BR-12: Projected Resident-Generated Retail Demand within Primary Trade Area (2019)
CATEGORY

TOTAL EXPENDITURES

RETAIL SALES
PER SF (LOW)

TOTAL
DEMAND-LOW
PRODUCTIVITY (SF)

RETAIL SALES
PER SF (HIGH)

TOTAL
DEMAND-HIGH
PRODUCTIVITY (SF)

Groceries, Sundries
and Similar

$23,189,505

$498

13,970

$612

11,367
3,804

Prepared Foods

$5,857,987

$360

4,068

$385

Alcohol at Home

$6,007,624

$254

4,021

$310

3,295

Personal/Household
Care Products and
Services

$11,537,305

$320

5,408

$340

5,090

NG&S SUBTOTAL

$46,592,421

Food Away from Home

$24,566,002

$320

24,566

$460

17,089

Alcohol Away from

Home

$1,444,282

$270

1,792

$336

1,440

F&B SUBTOTAL

$26,010,284

Apparel, Accessories
and Similar

$31,398,555

$315

5,981

$343

5,492

Reading Materials,
Music and Similar

$4,259,745

$290

955

$313

885

Home Furnishings and

Decor and Similar

$15,555,150

$322

2,898

$380

2,456

Electronics,
Technology and
Similar

$15,471,357

$560

1,381

$690

1,121

GAFO SUBTOTAL

$66,684,807

27,467

23,556

26,358

RESIDENT-GENERATED RETAIL DEMAND (PTA):

18,529

11,215

9,954

65,040

52,039

Source: Nielsen Company/Claritas, ULI, Streetsense, 2014

TABLE BR-13: Resident-Generated Retail Demand within Secondary Trade Area (2019)
CATEGORY

TOTAL EXPENDITURES

RETAIL SALES
PER SF (LOW)

TOTAL
DEMAND-LOW
PRODUCTIVITY (SF)

RETAIL SALES
PER SF (HIGH)

TOTAL
DEMAND-HIGH
PRODUCTIVITY (SF)

Groceries, Sundries
and Similar

$133,903,898

$498

48,399

$612

39,383

Prepared Foods

$33,347,756

$360

13,895

$385

12,993

Alcohol at Home

$31,945,493

$254

15,092

$310

12,366

Personal/Household
Care Products and
Services

$64,130,748

$320

20,041

$340

18,862

NG&S SUBTOTAL

$263,327,895

Food Away from Home

$127,032,316

$320

99,244

$460

69,039

Alcohol Away from

Home

$7,614,778

$270

7,051

$336

5,666

F&B SUBTOTAL

$134,647,094

Apparel, Accessories
and Similar

$177,380,201

$315

25,340

$343

23,271

Reading Materials,
Music and Similar

$25,190,918

$290

3,909

$313

3,622

Home Furnishings and

Decor and Similar

$92,831,652

$322

8,649

$380

7,329

Electronics,
Technology and
Similar

$89,552,476

$560

3,998

$690

3,245

GAFO SUBTOTAL

$384,955,247

97,427

83,604

106,295

RESIDENT-GENERATED RETAIL DEMAND (STA):

74,705

41,896

37,467

245,618

195,776

Source: Nielsen Company/Claritas, ULI, Streetsense, 2014

121
FINAL DRAFT | OCTOBER 20, 2014

TABLE BR-14: Projected Resident-Generated Retail Demand within Tertiary Trade Area (2019)
CATEGORY

TOTAL EXPENDITURES

RETAIL SALES
PER SF (LOW)

TOTAL
DEMAND-LOW
PRODUCTIVITY (SF)

RETAIL SALES
PER SF (HIGH)

TOTAL
DEMAND-HIGH
PRODUCTIVITY (SF)

Groceries, Sundries
and Similar

$93,221,567

$498

468

$612

381

Prepared Foods

$23,239,686

$360

161

$385

151

Alcohol at Home

$21,698,846

$254

214

$310

175

Personal/Household
Care Products and
Services

$43,765,537

$320

205

$340

193

NG&S SUBTOTAL

$181,925,637

Food Away from Home

$87,953,557

$320

6,871

$460

4,780

Alcohol Away from

Home

$5,142,382

$270

476

$336

383

F&B SUBTOTAL

$93,095,939

Apparel, Accessories
and Similar

$122,041,533

$315

387

$343

356

Reading Materials,
Music and Similar

$16,129,372

$290

$313

Home Furnishings and

Decor and Similar

$62,360,399

$322

194

$380

164

Electronics,
Technology and
Similar

$61,551,568

$560

110

$690

89

GAFO SUBTOTAL

$262,082,872

1,048

900

7,348

RESIDENT-GENERATED RETAIL DEMAND

(TTA):

5,163

691

609

9,087

6,672

Source: Nielsen Company/Claritas, ULI, Streetsense, 2014

TABLE BR-15 : Summary of Projected Resident-Generated Retail Demand (2019)

CATEGORY

TOTAL DEMAND-LOW
PRODUCTIVITY (SF)

TOTAL DEMAND-HIGH
PRODUCTIVITY (SF)

NEIGHBORHOOD GOODS & SERVICES

125,942

108,060

FOOD & BEVERAGES

140,000

98,397

GAFO

53,802

48,030

TOTAL ESTIMATED HOUSEHOLD-BASED RETAIL DEMAND

319,744

254,487

TABLE BR-16: Projected Workplace-Based Retail Demand, Executive and Professional (2019)
CATEGORY

TOTAL
EXPENDITURES

RETAIL SALES
PER SF-LOW

TOTAL
DEMAND-LOW
PRODUCTIVITY
(SF)

RETAIL SALES
PER SF-HIGH

TOTAL
DEMAND-HIGH
PRODUCTIVITY
(SF)

NEIGHBORHOOD GOODS & SERVICES

$13,454,355

$358

16,912

$412

14,704

FOOD AND ALCOHOL AWAY FROM

HOME

$13,619,237

$295

23,083

$398

17,110

GAFO

$9,079,492

$372

6,106

$432

5,260

TOTAL DEMAND BY EXEC AND PROF:

Source: Nielsen Company/Claritas, ULI, ICSC, Streetsense, 2014

122

46,101

37,074

TABLE BR-17: Projected Workplace-Based Retail Demand, Administrative/Support/Retail/Government (2019)

CATEGORY

TOTAL
EXPENDITURES

RETAIL SALES
PER SF-LOW

TOTAL
DEMAND-LOW
PRODUCTIVITY
(SF)

RETAIL SALES
PER SF-HIGH

TOTAL
DEMAND-HIGH
PRODUCTIVITY
(SF)

NEIGHBORHOOD GOODS &

SERVICES

$6,869,926

$358

9,595

$412

8,342

FOOD AND ALCOHOL AWAY FROM

HOME

$6,524,861

$295

13,271

$398

9,836

GAFO

$4,078,038

$372

2,194

$432

1,890

TOTAL DEMAND BY ADMIN/

SUPPORT/RETAIL/GOVT:

25,060

20,069

Source: Nielsen Company/Claritas, ULI, ICSC, Streetsense, 2014

TABLE BR-18: Projected Workplace-Based Retail Demand, Trade and Labor (2019)
CATEGORY

TOTAL
EXPENDITURES

RETAIL SALES
PER SF-LOW

TOTAL
DEMAND-LOW
PRODUCTIVITY
(SF)

RETAIL SALES
PER SF-HIGH

TOTAL
DEMAND-HIGH
PRODUCTIVITY
(SF)

NEIGHBORHOOD GOODS &

SERVICES

$2,406,865

$358

1,345

$412

1,169

FOOD AND ALCOHOL AWAY FROM

HOME

$2,501,517

$295

2,120

$398

1,571

GAFO

$1,365,693

$372

367

$432

316

TOTAL DEMAND BY TRADE AND

LABOR:

3,832

3,057

Source: Nielsen Company/Claritas, ULI, ICSC, Streetsense, 2014

TABLE BR-19: Summary of Workplace-Based Generated Retail Demand (2019)

CATEGORY

TOTAL DEMAND-LOW
PRODUCTIVITY (SF)

TOTAL DEMAND-HIGH
PRODUCTIVITY (SF)

NEIGHBORHOOD GOODS & SERVICES

27,851

24,216

FOOD & BEVERAGES

38,474

28,517

GAFO

8,667

7,467

TOTAL ESTIMATED WORKPLACE-BASED RETAIL DEMAND

74,993

60,200

123
FINAL DRAFT | OCTOBER 20, 2014

TABLE BR-20: Visitor-Based Retail Demand (2019)

CATEGORY

TOTAL
EXPENDITURES

RETAIL SALES
PER SF-LOW

TOTAL
DEMAND-LOW
PRODUCTIVITY
(SF)

RETAIL SALES
PER SF-HIGH

TOTAL
DEMAND-HIGH
PRODUCTIVITY
(SF)

NEIGHBORHOOD GOODS &

SERVICES

$2,339,232

$358

1,830

$412

1,591

FOOD AND ALCOHOL AWAY FROM

HOME

$5,012,640

$295

5,947

$398

4,408

GAFO

$4,010,112

$372

1,294

$432

1,115

TOTAL DEMAND GENERATED BY

VISITORS:

9,071

7,114

Source: ULI, Hotels.com, Global Insight, Streetsense, 2014

TABLE BR-21: Summary of Retail Demand Generated by Atypical Sources (2019)

CATEGORY

TOTAL DEMAND-LOW
PRODUCTIVITY (SF)

TOTAL DEMAND-HIGH
PRODUCTIVITY (SF)

NEIGHBORHOOD GOODS & SERVICES

1,830

1,591

FOOD & BEVERAGES

5,947

4,408

GAFO

1,294

1,115

TOTAL ESTIMATED ATYPICAL-SOURCED RETAIL DEMAND

9,071

7,114

Table BR-11: Bethesda Row Cumulative Retail Demand Potential (2019)

124

CATEGORY

TOTAL DEMAND-LOW
PRODUCTIVITY (SF)

TOTAL DEMAND-HIGH
PRODUCTIVITY (SF)

NEIGHBORHOOD GOODS & SERVICES

155,623

133,866

FOOD & BEVERAGES

184,422

131,323

GAFO

63,764

56,612

TOTAL ESTIMATED RETAIL DEMAND

403,808

321,801

TABLE BR-23: Projected Resident -Generated Retail Demand within Primary Trade Area (2024)
CATEGORY

TOTAL EXPENDITURES

RETAIL SALES
PER SF (LOW)

TOTAL
DEMAND-LOW
PRODUCTIVITY (SF)

RETAIL SALES
PER SF (HIGH)

TOTAL
DEMAND-HIGH
PRODUCTIVITY (SF)

Groceries, Sundries
and Similar

$26,489,003

$498

15,957

$612

12,985

Prepared Foods

$6,691,225

$360

4,647

$385

4,345

Alcohol at Home

$6,862,646

$254

4,593

$310

3,763

Personal/Household
Care Products and
Services

$13,178,885

$320

6,178

$340

5,814

NG&S SUBTOTAL

$53,221,759

Food Away from Home

$28,061,556

$320

28,062

$460

19,521

Alcohol Away from

Home

$1,649,674

$270

2,047

$336

1,645

F&B SUBTOTAL

$29,711,230

Apparel, Accessories
and Similar

$35,865,831

$315

6,832

$343

6,274

Reading Materials,
Music and Similar

$4,865,807

$290

1,091

$313

1,010

Home Furnishings and

Decor and Similar

$17,767,782

$322

3,311

$380

2,805

Electronics,
Technology and
Similar

$17,673,097

$560

1,578

$690

1,281

GAFO SUBTOTAL

$76,172,517

31,375

26,907

30,108

RESIDENT-GENERATED RETAIL DEMAND (PTA):

21,166

12,811

11,370

74,294

59,444

Source: Nielsen Company/Claritas, ULI, Streetsense, 2014

TABLE BR-24: Projected Resident-Generated Retail Demand within Secondary Trade Area (2024)
CATEGORY

TOTAL EXPENDITURES

RETAIL SALES
PER SF (LOW)

TOTAL
DEMAND-LOW
PRODUCTIVITY (SF)

RETAIL SALES
PER SF (HIGH)

TOTAL
DEMAND-HIGH
PRODUCTIVITY (SF)

Groceries, Sundries
and Similar

$146,416,618

$498

52,922

$612

43,064

Prepared Foods

$36,463,886

$360

15,193

$385

14,207

Alcohol at Home

$34,931,483

$254

16,503

$310

13,522

Personal/Household
Care Products and
Services

$70,122,008

$320

21,913

$340

20,624

NG&S SUBTOTAL

$287,933,995

Food Away from Home

$138,901,566

$320

108,517

$460

75,490

Alcohol Away from

Home

$8,325,728

$270

7,709

$336

6,195

F&B SUBTOTAL

$147,227,294

Apparel, Accessories
and Similar

$193,953,771

$315

27,708

$343

25,446

Reading Materials,
Music and Similar

$27,545,488

$290

4,274

$313

3,960

Home Furnishings and

Decor and Similar

$101,505,242

$322

9,457

$380

8,014

Electronics,
Technology and
Similar

$97,919,996

$560

4,371

$690

3,548

GAFO SUBTOTAL

$420,924,497

106,531

91,416

116,226

RESIDENT-GENERATED RETAIL DEMAND (STA):

81,685

45,810

40,967

268,567

214,069

Source: Nielsen Company/Claritas, ULI, Streetsense, 2014

125
FINAL DRAFT | OCTOBER 20, 2014

TABLE BR-25: Projected Resident-Generated Retail Demand within Tertiary Trade Area (2024)
CATEGORY

TOTAL EXPENDITURES

RETAIL SALES
PER SF (LOW)

TOTAL
DEMAND-LOW
PRODUCTIVITY (SF)

RETAIL SALES
PER SF (HIGH)

TOTAL
DEMAND-HIGH
PRODUCTIVITY (SF)

Groceries, Sundries
and Similar

$98,548,514

$498

495

$612

403

Prepared Foods

$24,567,668

$360

171

$385

160

Alcohol at Home

$22,938,780

$254

226

$310

185

Personal/Household
Care Products and
Services

$46,266,425

$320

217

$340

204

NG&S SUBTOTAL

$192,321,387

Food Away from Home

$92,979,474

$320

7,264

$460

5,053

Alcohol Away from

Home

$5,436,233

$270

503

$336

404

F&B SUBTOTAL

$98,415,707

Apparel, Accessories
and Similar

$129,015,334

$315

410

$343

376

Reading Materials,
Music and Similar

$17,051,051

$290

$313

Home Furnishings and

Decor and Similar

$65,923,850

$322

205

$380

173

Electronics,
Technology and
Similar

$65,068,801

$560

116

$690

94

GAFO SUBTOTAL

$277,059,036

1,108

951

7,767

RESIDENT-GENERATED RETAIL DEMAND

(TTA):

5,458

730

644

9,606

7,053

Source: Nielsen Company/Claritas, ULI, Streetsense, 2014

TABLE BR-26 : Summary of Resident-Generated Retail Demand (2024)

CATEGORY

TOTAL DEMAND-LOW
PRODUCTIVITY (SF)

TOTAL DEMAND-HIGH
PRODUCTIVITY (SF)

NEIGHBORHOOD GOODS & SERVICES

139,014

119,275

FOOD & BEVERAGES

154,102

108,308

GAFO

59,352

52,982

TOTAL ESTIMATED HOUSEHOLD-BASED RETAIL DEMAND

352,467

280,565

TABLE BR-27: Projected Workplace-Based Retail Demand, Executive and Professional (2024)
CATEGORY

TOTAL
EXPENDITURES

RETAIL SALES
PER SF-LOW

TOTAL
DEMAND-LOW
PRODUCTIVITY
(SF)

RETAIL SALES
PER SF-HIGH

TOTAL
DEMAND-HIGH
PRODUCTIVITY
(SF)

NEIGHBORHOOD GOODS & SERVICES

$13,701,404

$358

17,222

$412

14,974

FOOD AND ALCOHOL AWAY FROM

HOME

$13,869,313

$295

23,507

$398

17,424

GAFO

$9,246,209

$372

6,218

$432

5,357

TOTAL DEMAND BY EXEC AND PROF:

Source: Nielsen Company/Claritas, ULI, ICSC, Streetsense, 2014

126

46,948

37,755

TABLE BR-28: Projected Workplace-Based Retail Demand, Administrative/Support/Retail/Government (2024)

CATEGORY

TOTAL
EXPENDITURES

RETAIL SALES
PER SF-LOW

TOTAL
DEMAND-LOW
PRODUCTIVITY
(SF)

RETAIL SALES
PER SF-HIGH

TOTAL
DEMAND-HIGH
PRODUCTIVITY
(SF)

NEIGHBORHOOD GOODS &

SERVICES

$6,996,071

$358

9,771

$412

8,496

FOOD AND ALCOHOL AWAY FROM

HOME

$6,644,671

$295

13,515

$398

10,017

GAFO

$4,152,919

$372

2,234

$432

1,925

TOTAL DEMAND BY ADMIN/

SUPPORT/RETAIL/GOVT:

25,520

20,438

Source: Nielsen Company/Claritas, ULI, ICSC, Streetsense, 2014

TABLE BR-29: Projected Workplace-Based Retail Demand, Trade and Labor (2024)
CATEGORY

TOTAL
EXPENDITURES

RETAIL SALES
PER SF-LOW

TOTAL
DEMAND-LOW
PRODUCTIVITY
(SF)

RETAIL SALES
PER SF-HIGH

TOTAL
DEMAND-HIGH
PRODUCTIVITY
(SF)

NEIGHBORHOOD GOODS &

SERVICES

$2,451,060

$358

1,369

$412

1,191

FOOD AND ALCOHOL AWAY FROM

HOME

$2,547,450

$295

2,159

$398

1,600

GAFO

$1,390,770

$372

374

$432

322

TOTAL DEMAND BY TRADE AND

LABOR:

3,902

3,113

Source: Nielsen Company/Claritas, ULI, ICSC, Streetsense, 2014

TABLE BR-30: Summary of Workplace-Based Generated Retail Demand (2024)

CATEGORY

TOTAL DEMAND-LOW
PRODUCTIVITY (SF)

TOTAL DEMAND-HIGH
PRODUCTIVITY (SF)

NEIGHBORHOOD GOODS & SERVICES

28,363

24,660

FOOD & BEVERAGES

39,181

29,041

GAFO

8,826

7,604

TOTAL ESTIMATED WORKPLACE-BASED RETAIL DEMAND

76,370

61,306

127
FINAL DRAFT | OCTOBER 20, 2014

TABLE BR-31: Visitor-Based Retail Demand (2024)

CATEGORY

TOTAL
EXPENDITURES

RETAIL SALES
PER SF-LOW

TOTAL
DEMAND-LOW
PRODUCTIVITY
(SF)

RETAIL SALES
PER SF-HIGH

TOTAL
DEMAND-HIGH
PRODUCTIVITY
(SF)

NEIGHBORHOOD GOODS &

SERVICES

$2,340,632

$358

1,831

$412

1,592

FOOD AND ALCOHOL AWAY FROM

HOME

$5,015,640

$295

5,951

$398

4,411

GAFO

$4,012,512

$372

1,295

$432

1,116

TOTAL DEMAND GENERATED BY

VISITORS:

9,077

7,118

Source: ULI, Hotels.com, Global Insight, Streetsense, 2014

TABLE BR-32: Summary of Retail Demand Generated by Atypical Sources (2024)

CATEGORY

TOTAL DEMAND-LOW
PRODUCTIVITY (SF)

TOTAL DEMAND-HIGH
PRODUCTIVITY (SF)

NEIGHBORHOOD GOODS & SERVICES

1,831

1,592

FOOD & BEVERAGES

5,951

161

GAFO

1,295

1,116

TOTAL ESTIMATED ATYPICAL-SOURCED RETAIL DEMAND

9,077

2,869

Table BR-33: Bethesda Row Cumulative Retail Demand Potential (2024)

128

CATEGORY

TOTAL DEMAND-LOW
PRODUCTIVITY (SF)

TOTAL DEMAND-HIGH
PRODUCTIVITY (SF)

NEIGHBORHOOD GOODS & SERVICES

169,207

145,527

FOOD & BEVERAGES

199,233

137,510

GAFO

69,473

61,702

TOTAL ESTIMATED RETAIL DEMAND

437,914

344,739

TABLE BR-34: Projected Resident -Generated Retail Demand within Primary Trade Area (2029)
CATEGORY

TOTAL EXPENDITURES

RETAIL SALES
PER SF (LOW)

TOTAL
DEMAND-LOW
PRODUCTIVITY (SF)

RETAIL SALES
PER SF (HIGH)

TOTAL
DEMAND-HIGH
PRODUCTIVITY (SF)

Groceries, Sundries
and Similar

$30,607,014

$498

18,438

$612

15,003

Prepared Foods

$7,731,166

$360

5,369

$385

5,020

Alcohol at Home

$7,929,775

$254

5,307

$310

4,349

Personal/Household
Care Products and
Services

$15,227,695

$320

7,138

$340

6,718

NG&S SUBTOTAL

$61,495,650

Food Away from Home

$32,424,259

$320

32,424

$460

22,556

Alcohol Away from

Home

$1,906,018

$270

2,365

$336

1,900

F&B SUBTOTAL

$34,330,277

Apparel, Accessories
and Similar

$41,441,313

$315

7,894

$343

7,249

Reading Materials,
Music and Similar

$5,622,216

$290

1,260

$313

1,168

Home Furnishings and

Decor and Similar

$20,529,306

$322

3,825

$380

3,241

Electronics,
Technology and
Similar

$20,421,027

$560

1,823

$690

1,480

GAFO SUBTOTAL

$88,013,862

36,252

31,090

34,789

RESIDENT-GENERATED RETAIL DEMAND (PTA):

24,456

14,802

13,138

85,844

68,685

Source: Nielsen Company/Claritas, ULI, Streetsense, 2014

TABLE BR-35: Projected Resident-Generated Retail Demand within Secondary Trade Area (2029)
CATEGORY

TOTAL EXPENDITURES

RETAIL SALES
PER SF (LOW)

TOTAL
DEMAND-LOW
PRODUCTIVITY (SF)

RETAIL SALES
PER SF (HIGH)

TOTAL
DEMAND-HIGH
PRODUCTIVITY (SF)

Groceries, Sundries
and Similar

$162,028,962

$498

58,565

$612

47,656

Prepared Foods

$40,351,937

$360

16,813

$385

15,722

Alcohol at Home

$38,657,156

$254

18,263

$310

14,964

Personal/Household
Care Products and
Services

$77,597,410

$320

24,249

$340

22,823

NG&S SUBTOTAL

$318,635,465

Food Away from Home

$153,711,041

$320

120,087

$460

83,539

Alcohol Away from

Home

$9,212,793

$270

8,530

$336

6,855

F&B SUBTOTAL

$162,923,834

Apparel, Accessories
and Similar

$214,632,910

$315

30,662

$343

28,159

Reading Materials,
Music and Similar

$30,483,327

$290

4,730

$313

4,383

Home Furnishings and

Decor and Similar

$112,327,435

$322

10,465

$380

8,868

Electronics,
Technology and
Similar

$108,360,300

$560

4,838

$690

3,926

GAFO SUBTOTAL

$465,803,972

117,890

101,164

128,617

RESIDENT-GENERATED RETAIL DEMAND (STA):

90,393

50,695

45,335

297,202

236,893

Source: Nielsen Company/Claritas, ULI, Streetsense, 2014

129
FINAL DRAFT | OCTOBER 20, 2014

TABLE BR-36: Projected Resident-Generated Retail Demand within Tertiary Trade Area (2029)
CATEGORY

TOTAL EXPENDITURES

RETAIL SALES
PER SF (LOW)

TOTAL
DEMAND-LOW
PRODUCTIVITY (SF)

RETAIL SALES
PER SF (HIGH)

TOTAL
DEMAND-HIGH
PRODUCTIVITY (SF)

Groceries, Sundries
and Similar

$102,099,812

$498

513

$612

417

$360

177

$385

165

Prepared Foods

$25,452,989

Alcohol at Home

$23,765,403

$254

234

$310

192

Personal/Household
Care Products and
Services

$47,933,684

$320

225

$340

211

NG&S SUBTOTAL

$199,251,888

Food Away from Home

$96,330,086

$320

7,526

$460

5,235

Alcohol Away from

Home

$5,632,133

$270

521

$336

419

F&B SUBTOTAL

$101,962,219

Apparel, Accessories
and Similar

$133,664,536

$315

424

$343

390

Reading Materials,
Music and Similar

$17,665,503

$290

$313

Home Furnishings and

Decor and Similar

$68,299,484

$322

212

$380

180

Electronics,
Technology and
Similar

$67,413,622

$560

120

$690

98

GAFO SUBTOTAL

$287,043,145

1,148

985

8,047

RESIDENT-GENERATED RETAIL DEMAND

(TTA):

5,654

757

667

9,952

7,307

Source: Nielsen Company/Claritas, ULI, Streetsense, 2014

TABLE BR-37 : Summary of Resident Generated Retail Demand (2029)

CATEGORY

TOTAL DEMAND-LOW
PRODUCTIVITY (SF)

TOTAL DEMAND-HIGH
PRODUCTIVITY (SF)

NEIGHBORHOOD GOODS & SERVICES

155,290

133,240

FOOD & BEVERAGES

171,454

120,504

GAFO

66,254

59,141

TOTAL ESTIMATED HOUSEHOLD-BASED RETAIL DEMAND

392,998

312,885

TABLE BR-38: Projected Workplace-Based Retail Demand, Executive and Professional (2029)
CATEGORY

TOTAL
EXPENDITURES

RETAIL SALES
PER SF-LOW

TOTAL
DEMAND-LOW
PRODUCTIVITY
(SF)

RETAIL SALES
PER SF-HIGH

TOTAL
DEMAND-HIGH
PRODUCTIVITY
(SF)

NEIGHBORHOOD GOODS & SERVICES

$13,790,480

$358

17,334

$412

15,072

FOOD AND ALCOHOL AWAY FROM

HOME

$13,959,481

$295

23,660

$398

17,537

GAFO

$9,306,321

$372

6,258

$432

5,392

TOTAL DEMAND BY EXEC AND PROF:

Source: Nielsen Company/Claritas, ULI, ICSC, Streetsense, 2014

130

47,253

38,000

TABLE BR-39: Projected Workplace-Based Retail Demand, Administrative/Support/Retail/Government (2029)

CATEGORY

TOTAL
EXPENDITURES

RETAIL SALES
PER SF-LOW

TOTAL
DEMAND-LOW
PRODUCTIVITY
(SF)

RETAIL SALES
PER SF-HIGH

TOTAL
DEMAND-HIGH
PRODUCTIVITY
(SF)

NEIGHBORHOOD GOODS &

SERVICES

$7,041,555

$358

9,835

$412

8,551

FOOD AND ALCOHOL AWAY FROM

HOME

$6,687,869

$295

13,602

$398

10,082

GAFO

$4,179,918

$372

2,249

$432

1,937

TOTAL DEMAND BY ADMIN/

SUPPORT/RETAIL/GOVT:

25,686

20,570

Source: Nielsen Company/Claritas, ULI, ICSC, Streetsense, 2014

TABLE BR-40: Projected Workplace-Based Retail Demand, Trade and Labor (2029)
CATEGORY

TOTAL
EXPENDITURES

RETAIL SALES
PER SF-LOW

TOTAL
DEMAND-LOW
PRODUCTIVITY
(SF)

RETAIL SALES
PER SF-HIGH

TOTAL
DEMAND-HIGH
PRODUCTIVITY
(SF)

NEIGHBORHOOD GOODS &

SERVICES

$2,466,995

$358

1,378

$412

1,198

FOOD AND ALCOHOL AWAY FROM

HOME

$2,564,012

$295

2,173

$398

1,611

GAFO

$1,399,812

$372

377

$432

324

TOTAL DEMAND BY TRADE AND

LABOR:

3,928

3,133

Source: Nielsen Company/Claritas, ULI, ICSC, Streetsense, 2014

TABLE BR-41: Summary of Workplace-Based Generated Retail Demand (2029)

CATEGORY

TOTAL DEMAND-LOW
PRODUCTIVITY (SF)

TOTAL DEMAND-HIGH
PRODUCTIVITY (SF)

NEIGHBORHOOD GOODS & SERVICES

28,547

24,821

FOOD & BEVERAGES

39,435

29,230

GAFO

8,884

7,654

TOTAL ESTIMATED WORKPLACE-BASED RETAIL DEMAND

76,866

61,704

131
FINAL DRAFT | OCTOBER 20, 2014

TABLE BR-42: Visitor-Based Retail Demand (2029)

CATEGORY

TOTAL
EXPENDITURES

RETAIL SALES
PER SF-LOW

TOTAL
DEMAND-LOW
PRODUCTIVITY
(SF)

RETAIL SALES
PER SF-HIGH

TOTAL
DEMAND-HIGH
PRODUCTIVITY
(SF)

NEIGHBORHOOD GOODS &

SERVICES

$2,340,632

$358

1,831

$412

1,592

FOOD AND ALCOHOL AWAY FROM

HOME

$5,015,640

$295

5,951

$398

4,411

GAFO

$4,012,512

$372

1,295

$432

1,116

TOTAL DEMAND GENERATED BY

VISITORS:

9,077

7,118

Source: ULI, Hotels.com, Global Insight, Streetsense, 2014

TABLE BR-43: Summary of Retail Demand Generated by Atypical Sources (2029)

CATEGORY

TOTAL DEMAND-LOW
PRODUCTIVITY (SF)

TOTAL DEMAND-HIGH
PRODUCTIVITY (SF)

NEIGHBORHOOD GOODS & SERVICES

1,831

1,592

FOOD & BEVERAGES

5,951

161

GAFO

1,295

1,116

TOTAL ESTIMATED ATYPICAL-SOURCED RETAIL DEMAND

9,077

2,869

Table BR-44: Wisconsin South Cumulative Retail Demand Potential (2029)

132

CATEGORY

TOTAL DEMAND-LOW
PRODUCTIVITY (SF)

TOTAL DEMAND-HIGH
PRODUCTIVITY (SF)

NEIGHBORHOOD GOODS & SERVICES

185,668

159,652

FOOD & BEVERAGES

216,840

149,895

GAFO

76,433

67,910

TOTAL ESTIMATED RETAIL DEMAND

478,941

377,457

TABLE BR-45: Proposed Resident -Generated Retail Demand within Primary Trade Area (2034)
CATEGORY

TOTAL EXPENDITURES

RETAIL SALES
PER SF (LOW)

TOTAL
DEMAND-LOW
PRODUCTIVITY (SF)

RETAIL SALES
PER SF (HIGH)

TOTAL
DEMAND-HIGH
PRODUCTIVITY (SF)

Groceries, Sundries
and Similar

$35,072,787

$498

21,128

$612

17,193

Prepared Foods

$8,858,929

$360

6,152

$385

5,753

Alcohol at Home

$9,087,022

$254

6,082

$310

4,983

Personal/Household
Care Products and
Services

$17,449,525

$320

8,179

$340

7,698

NG&S SUBTOTAL

$70,468,263

Food Away from Home

$37,155,388

$320

37,155

$460

25,847

Alcohol Away from

Home

$2,184,010

$270

2,710

$336

2,178

F&B SUBTOTAL

$39,339,398

Apparel, Accessories
and Similar

$47,487,639

$315

9,045

$343

8,307

Reading Materials,
Music and Similar

$6,442,503

$290

1,444

$313

1,338

Home Furnishings and

Decor and Similar

$23,524,038

$322

4,383

$380

3,714

Electronics,
Technology and
Similar

$23,401,017

$560

2,089

$690

1,696

GAFO SUBTOTAL

$100,855,197

41,542

35,627

39,865

RESIDENT-GENERATED RETAIL DEMAND (PTA):

28,025

16,962

15,055

98,369

78,706

Source: Nielsen Company/Claritas, ULI, Streetsense, 2014

TABLE BR-46: Proposed Resident-Generated Retail Demand within Secondary Trade Area (2034)
CATEGORY

TOTAL EXPENDITURES

RETAIL SALES
PER SF (LOW)

TOTAL
DEMAND-LOW
PRODUCTIVITY (SF)

RETAIL SALES
PER SF (HIGH)

TOTAL
DEMAND-HIGH
PRODUCTIVITY (SF)

Groceries, Sundries
and Similar

$178,965,266

$498

64,686

$612

52,637

Prepared Foods

$44,569,703

$360

18,571

$385

17,365

Alcohol at Home

$42,698,774

$254

20,173

$310

16,529

Personal/Household
Care Products and
Services

$85,706,742

$320

26,783

$340

25,208

NG&S SUBTOTAL

$351,940,485

Food Away from Home

$169,776,391

$320

132,638

$460

92,270

Alcohol Away from

Home

$10,175,083

$270

9,421

$336

7,571

F&B SUBTOTAL

$179,951,474

Apparel, Accessories
and Similar

$237,065,684

$315

33,867

$343

31,102

Reading Materials,
Music and Similar

$33,670,301

$290

5,225

$313

4,841

Home Furnishings and

Decor and Similar

$124,067,373

$322

11,559

$380

9,795

Electronics,
Technology and
Similar

$119,685,964

$560

5,343

$690

4,336

GAFO SUBTOTAL

$514,489,322

130,213

111,738

142,059

RESIDENT-GENERATED RETAIL DEMAND (STA):

99,841

55,993

50,074

328,266

261,653

Source: Nielsen Company/Claritas, ULI, Streetsense, 2014

133
FINAL DRAFT | OCTOBER 20, 2014

TABLE BR-47: Proposed Resident-Generated Retail Demand within Tertiary Trade Area (2034)
CATEGORY

TOTAL EXPENDITURES

RETAIL SALES
PER SF (LOW)

TOTAL
DEMAND-LOW
PRODUCTIVITY (SF)

RETAIL SALES
PER SF (HIGH)

TOTAL
DEMAND-HIGH
PRODUCTIVITY (SF)

Groceries, Sundries
and Similar

$107,426,758

$498

539

$612

439

$360

186

$385

174

Prepared Foods

$26,780,971

Alcohol at Home

$25,005,337

$254

246

$310

202

Personal/Household
Care Products and
Services

$50,434,571

$320

236

$340

223

NG&S SUBTOTAL

$209,647,638

Food Away from Home

$101,356,003

$320

7,918

$460

5,508

Alcohol Away from

Home

$5,925,983

$270

549

$336

441

F&B SUBTOTAL

$107,281,987

Apparel, Accessories
and Similar

$140,638,338

$315

446

$343

410

Reading Materials,
Music and Similar

$18,587,181

$290

$313

Home Furnishings and

Decor and Similar

$71,862,936

$322

223

$380

189

Electronics,
Technology and
Similar

$70,930,855

$560

127

$690

103

GAFO SUBTOTAL

$302,019,309

1,208

1,037

8,467

RESIDENT-GENERATED RETAIL DEMAND

(TTA):

5,949

796

702

10,471

7,688

Source: Nielsen Company/Claritas, ULI, Streetsense, 2014

TABLE BR-48 : Summary of Resident-Generated Retail Demand (2034)

CATEGORY

TOTAL DEMAND-LOW
PRODUCTIVITY (SF)

TOTAL DEMAND-HIGH
PRODUCTIVITY (SF)

NEIGHBORHOOD GOODS & SERVICES

$172,962

$148,402

FOOD & BEVERAGES

$190,391

$133,815

GAFO

$73,752

$65,831

TOTAL ESTIMATED HOUSEHOLD-BASED RETAIL DEMAND

437,106

348,047

TABLE BR-49: Proposed Workplace-Based Retail Demand, Executive and Professional (2034)
CATEGORY

TOTAL
EXPENDITURES

RETAIL SALES
PER SF-LOW

TOTAL
DEMAND-LOW
PRODUCTIVITY
(SF)

RETAIL SALES
PER SF-HIGH

TOTAL
DEMAND-HIGH
PRODUCTIVITY
(SF)

NEIGHBORHOOD GOODS & SERVICES

$13,863,249

$358

17,426

$412

15,151

FOOD AND ALCOHOL AWAY FROM

HOME

$14,033,142

$295

23,785

$398

17,630

GAFO

$9,355,428

$372

6,291

$432

5,420

TOTAL DEMAND BY EXEC AND PROF:

Source: Nielsen Company/Claritas, ULI, ICSC, Streetsense, 2014

134

47,502

38,201

TABLE BR-50: Projected Workplace-Based Retail Demand, Administrative/Support/Retail/Government (2034)

CATEGORY

TOTAL
EXPENDITURES

RETAIL SALES
PER SF-LOW

TOTAL
DEMAND-LOW
PRODUCTIVITY
(SF)

RETAIL SALES
PER SF-HIGH

TOTAL
DEMAND-HIGH
PRODUCTIVITY
(SF)

NEIGHBORHOOD GOODS &

SERVICES

$7,078,711

$358

9,886

$412

8,596

FOOD AND ALCOHOL AWAY FROM

HOME

$6,723,160

$295

13,674

$398

10,135

GAFO

$4,201,975

$372

2,261

$432

1,948

TOTAL DEMAND BY ADMIN/

SUPPORT/RETAIL/GOVT:

25,821

20,679

Source: Nielsen Company/Claritas, ULI, ICSC, Streetsense, 2014

TABLE BR-51: Projected Workplace-Based Retail Demand, Trade and Labor (2034)
CATEGORY

TOTAL
EXPENDITURES

RETAIL SALES
PER SF-LOW

TOTAL
DEMAND-LOW
PRODUCTIVITY
(SF)

RETAIL SALES
PER SF-HIGH

TOTAL
DEMAND-HIGH
PRODUCTIVITY
(SF)

NEIGHBORHOOD GOODS &

SERVICES

$2,480,013

$358

1,385

$412

1,205

FOOD AND ALCOHOL AWAY FROM

HOME

$2,577,541

$295

2,184

$398

1,619

GAFO

$1,407,198

$372

379

$432

326

TOTAL DEMAND BY TRADE AND

LABOR:

3,948

3,150

Source: Nielsen Company/Claritas, ULI, ICSC, Streetsense, 2014

TABLE BR-52: Summary of Workplace-Based Generated Retail Demand (2034)

CATEGORY

TOTAL DEMAND-LOW
PRODUCTIVITY (SF)

TOTAL DEMAND-HIGH
PRODUCTIVITY (SF)

NEIGHBORHOOD GOODS & SERVICES

28,698

24,952

FOOD & BEVERAGES

39,644

29,384

GAFO

8,931

7,694

TOTAL ESTIMATED WORKPLACE-BASED RETAIL DEMAND

77,272

62,030

135
FINAL DRAFT | OCTOBER 20, 2014

TABLE BR-53: Visitor-Based Retail Demand (2034)

CATEGORY

TOTAL
EXPENDITURES

RETAIL SALES
PER SF-LOW

TOTAL
DEMAND-LOW
PRODUCTIVITY
(SF)

RETAIL SALES
PER SF-HIGH

TOTAL
DEMAND-HIGH
PRODUCTIVITY
(SF)

NEIGHBORHOOD GOODS &

SERVICES

$2,340,632

$358

1,831

$412

1,592

FOOD AND ALCOHOL AWAY FROM

HOME

$5,015,640

$295

5,951

$398

4,411

GAFO

$4,012,512

$372

1,295

$432

1,116

TOTAL DEMAND GENERATED BY

VISITORS:

9,077

7,118

Source: ULI, Hotels.com, Global Insight, Streetsense, 2014

TABLE BR-54: Summary of Retail Demand Generated by Atypical Sources (2034)

CATEGORY

TOTAL DEMAND-LOW
PRODUCTIVITY (SF)

TOTAL DEMAND-HIGH
PRODUCTIVITY (SF)

NEIGHBORHOOD GOODS & SERVICES

1,831

1,592

FOOD & BEVERAGES

5,951

161

GAFO

1,295

1,116

TOTAL ESTIMATED ATYPICAL-SOURCED RETAIL DEMAND

9,077

2,869

Table BR-55: Bethesda Row Cumulative Retail Demand Potential (2034)

CATEGORY

TOTAL DEMAND-LOW
PRODUCTIVITY (SF)

TOTAL DEMAND-HIGH
PRODUCTIVITY (SF)

NEIGHBORHOOD GOODS & SERVICES

203,491

174,945

FOOD & BEVERAGES

235,986

163,360

GAFO

83,978

74,641

TOTAL ESTIMATED RETAIL DEMAND

523,454

412,945

Table BR-56: Bethesda Row - Existing and Projected Retail Demand

CATEGORY

EXISTING
DEMAND

2019 DEMAND

2029 DEMAND

2034 DEMAND

NG&S

131,626

133,866

145,527

159,652

174,945

F&B

113,537

131,323

137,510

149,895

163,360

GAFO

58,908

56,612

61,702

67,910

74,641

304,070

321,801

344,739

377,457

412,945

TOTAL ESTIMATED
RETAIL DEMAND:

Source: Nielsen Company/Claritas, ULI, ICSC, BAE, Streetsense, 2014

136

2024 DEMAND

METRO RETAIL DISTRICT

TABLE M-1: Resident -Generated Retail Demand within Primary Trade Area
CATEGORY

TOTAL EXPENDITURES

RETAIL SALES
PER SF (LOW)

TOTAL
DEMAND-LOW
PRODUCTIVITY (SF)

RETAIL SALES
PER SF (HIGH)

TOTAL
DEMAND-HIGH
PRODUCTIVITY (SF)

Groceries, Sundries
and Similar

$4,613,466

$498

4,169

$612

3,392

Prepared Foods

$1,159,219

$360

805

$385

753

Alcohol at Home

$1,280,825

$254

756

$310

620

Personal/Household
Care Products and
Services

$2,417,905

$320

3,022

$340

2,845

NG&S SUBTOTAL

$9,471,415

Food Away from Home

$5,243,033

$320

3,768

$460

2,622

Alcohol Away from

Home

$310,886

$270

230

$336

185

F&B SUBTOTAL

$5,553,919

Apparel, Accessories
and Similar

$6,489,594

$315

1,030

$343

946

Reading Materials,
Music and Similar

$899,027

$290

217

$313

201

Home Furnishings and

Decor and Similar

$3,287,079

$322

408

$380

346

Electronics,
Technology and
Similar

$3,229,793

$560

231

$690

187

GAFO SUBTOTAL

$13,905,493

8,753

7,609

3,999

RESIDENT-GENERATED RETAIL DEMAND (PTA):

2,807

1,886

1,680

14,637

12,096

Source: Nielsen Company/Claritas, ULI, Streetsense, 2014

TABLE M-2: Resident-Generated Retail Demand within Secondary Trade Area

CATEGORY

TOTAL EXPENDITURES

RETAIL SALES
PER SF (LOW)

TOTAL
DEMAND-LOW
PRODUCTIVITY (SF)

RETAIL SALES
PER SF (HIGH)

TOTAL
DEMAND-HIGH
PRODUCTIVITY (SF)

Groceries, Sundries
and Similar

$28,924,934

$498

10,455

$612

8,507

Prepared Foods

$7,281,264

$360

3,034

$385

2,837

Alcohol at Home

$7,085,065

$254

3,347

$310

2,743

Personal/Household
Care Products and
Services

$13,994,524

$320

7,435

$340

6,997

NG&S SUBTOTAL

$57,285,787

Food Away from Home

$28,485,791

$320

16,023

$460

11,147

Alcohol Away from

Home

$1,688,634

$270

1,126

$336

905

F&B SUBTOTAL

$30,174,425

Apparel, Accessories
and Similar

$39,133,238

$315

5,590

$343

5,134

Reading Materials,
Music and Similar

$5,367,955

$290

926

$313

858

Home Furnishings and

Decor and Similar

$19,883,141

$322

1,852

$380

1,570

Electronics,
Technology and
Similar

$19,421,268

$560

867

$690

704

GAFO SUBTOTAL

$83,805,602

24,271

21,084

17,149

RESIDENT-GENERATED RETAIL DEMAND (STA):

12,051

9,235

8,265

50,655

41,400

Source: Nielsen Company/Claritas, ULI, Streetsense, 2014

137
FINAL DRAFT | OCTOBER 20, 2014

TABLE M-3 : Summary of Resident Generated Retail Demand

CATEGORY

TOTAL DEMAND-LOW
PRODUCTIVITY (SF)

TOTAL DEMAND-HIGH
PRODUCTIVITY (SF)

NEIGHBORHOOD GOODS & SERVICES

33,023

28,693

FOOD & BEVERAGES

21,148

14,858

GAFO

11,122

9,945

TOTAL ESTIMATED HOUSEHOLD-BASED RETAIL DEMAND

65,292

53,497

TABLE M- 4: Workplace-Based Retail Demand, Executive and Professional (PTA)

CATEGORY

TOTAL
EXPENDITURES

RETAIL SALES
PER SF-LOW

TOTAL
DEMAND-LOW
PRODUCTIVITY
(SF)

RETAIL SALES
PER SF-HIGH

TOTAL
DEMAND-HIGH
PRODUCTIVITY
(SF)

NEIGHBORHOOD GOODS & SERVICES

$3,694,032

$358

7,739

$412

6,729

FOOD AND ALCOHOL AWAY FROM

HOME

$3,739,302

$295

8,873

$398

6,577

GAFO

$2,492,868

$372

2,146

$432

1,849

TOTAL DEMAND BY EXEC AND PROF:

Source: Nielsen Company/Claritas, ULI, ICSC, Streetsense, 2014

138

18,758

15,154

TABLE M-5: Workplace-Based Retail Demand, Administrative/Support/Retail/Government (PTA)

CATEGORY

TOTAL
EXPENDITURES

RETAIL SALES
PER SF-LOW

TOTAL
DEMAND-LOW
PRODUCTIVITY
(SF)

RETAIL SALES
PER SF-HIGH

TOTAL
DEMAND-HIGH
PRODUCTIVITY
(SF)

NEIGHBORHOOD GOODS &

SERVICES

$1,827,555

$358

3,676

$412

3,196

FOOD AND ALCOHOL AWAY FROM

HOME

$1,735,760

$295

4,236

$398

3,140

GAFO

$1,084,850

$372

817

$432

704

TOTAL DEMAND BY ADMIN/

SUPPORT/RETAIL/GOVT:

8,729

7,040

Source: Nielsen Company/Claritas, ULI, ICSC, Streetsense, 2014

TABLE M-6: Workplace-Based Retail Demand, Trade and Labor (PTA)

CATEGORY

TOTAL
EXPENDITURES

RETAIL SALES
PER SF-LOW

TOTAL
DEMAND-LOW
PRODUCTIVITY
(SF)

RETAIL SALES
PER SF-HIGH

TOTAL
DEMAND-HIGH
PRODUCTIVITY
(SF)

NEIGHBORHOOD GOODS &

SERVICES

$391,600

$358

547

$412

476

FOOD AND ALCOHOL AWAY FROM

HOME

$407,000

$295

1,035

$398

767

GAFO

$222,200

$372

75

$432

64

TOTAL DEMAND BY TRADE AND

LABOR:

1,656

1,307

Source: Nielsen Company/Claritas, ULI, ICSC, Streetsense, 2014

TABLE M-7: Summary of Workplace-Based Generated Retail Demand (PTA)

CATEGORY

TOTAL DEMAND-LOW
PRODUCTIVITY (SF)

TOTAL DEMAND-HIGH
PRODUCTIVITY (SF)

NEIGHBORHOOD GOODS & SERVICES

11,961

10,400

FOOD & BEVERAGES

14,144

10,484

GAFO

3,038

2,617

TOTAL ESTIMATED WORKPLACE-BASED RETAIL DEMAND

29,143

23,501

139
FINAL DRAFT | OCTOBER 20, 2014

TABLE M-8: Existing Retail Demand Generated by Metro Commuters

CATEGORY

TOTAL
EXPENDITURES

RETAIL SALES
PER SF-LOW

TOTAL
DEMAND-LOW
PRODUCTIVITY
(SF)

RETAIL SALES
PER SF-HIGH

TOTAL
DEMAND-HIGH
PRODUCTIVITY
(SF)

NEIGHBORHOOD GOODS &

SERVICES

$881,183

$358

2,461

$412

2,140

FOOD AND ALCOHOL AWAY FROM

HOME

$820,641

$295

2,782

$398

2,062

GAFO

$151,607

$372

408

$432

351

TOTAL DEMAND GENERATED BY

COMMUTERS:

5,651

4,553

Source: ULI, WMATA, Streetsense, 2014

TABLE M-9: Visitor-Based Retail Demand

CATEGORY

TOTAL
EXPENDITURES

RETAIL SALES
PER SF-LOW

TOTAL
DEMAND-LOW
PRODUCTIVITY
(SF)

RETAIL SALES
PER SF-HIGH

TOTAL
DEMAND-HIGH
PRODUCTIVITY
(SF)

NEIGHBORHOOD GOODS &

SERVICES

$640,885

$358

806

$412

700

FOOD AND ALCOHOL AWAY FROM

HOME

$1,373,325

$295

2,886

$398

2,139

GAFO

$1,098,660

$372

443

$432

382

TOTAL DEMAND GENERATED BY

VISITORS:

4,135

3,222

Source: ULI, Hotels.com, Global Insight, Streetsense, 2014

TABLE M-10: Summary of Retail Demand Generated by Atypical Sources

CATEGORY

TOTAL DEMAND-LOW
PRODUCTIVITY (SF)

TOTAL DEMAND-HIGH
PRODUCTIVITY (SF)

NEIGHBORHOOD GOODS & SERVICES

3,267

2,841

FOOD & BEVERAGES

5,668

4,201

GAFO

851

733

TOTAL ESTIMATED ATYPICAL-SOURCED RETAIL DEMAND

9,786

7,775

Table M-11: Bethesda Metro Cumulative Retail Demand Potential (2014)

140

CATEGORY

TOTAL DEMAND-LOW
PRODUCTIVITY (SF)

TOTAL DEMAND-HIGH
PRODUCTIVITY (SF)

NEIGHBORHOOD GOODS & SERVICES

48,251

41,934

FOOD & BEVERAGES

40,960

29,543

GAFO

15,010

13,296

TOTAL ESTIMATED RETAIL DEMAND

104,222

84,772

TABLE M-12: Projected Resident -Generated Retail Demand within Primary Trade Area (2019)
CATEGORY

TOTAL EXPENDITURES

RETAIL SALES
PER SF (LOW)

TOTAL
DEMAND-LOW
PRODUCTIVITY (SF)

RETAIL SALES
PER SF (HIGH)

TOTAL
DEMAND-HIGH
PRODUCTIVITY (SF)

Groceries, Sundries
and Similar

$5,193,626

$498

4,693

$612

3,819

Prepared Foods

$1,304,999

$360

906

$385

847

Alcohol at Home

$1,441,849

$254

851

$310

698

Personal/Household
Care Products and
Services

$2,721,897

$320

3,402

$340

3,202

NG&S SUBTOTAL

$10,662,371

Food Away from Home

$5,902,373

$320

4,242

$460

2,951

Alcohol Away from

Home

$349,958

$270

259

$336

208

F&B SUBTOTAL

$6,252,331

Apparel, Accessories
and Similar

$7,305,666

$315

1,160

$343

1,065

Reading Materials,
Music and Similar

$1,012,099

$290

244

$313

226

Home Furnishings and

Decor and Similar

$3,700,295

$322

460

$380

390

Electronics,
Technology and
Similar

$3,635,905

$560

260

$690

211

GAFO SUBTOTAL

$15,653,965

9,853

8,566

4,502

RESIDENT-GENERATED RETAIL DEMAND (PTA):

3,159

2,123

1,892

16,478

13,617

Source: Nielsen Company/Claritas, ULI, Streetsense, 2014

TABLE M-13: Resident-Generated Retail Demand within Secondary Trade Area (2019)
CATEGORY

TOTAL EXPENDITURES

RETAIL SALES
PER SF (LOW)

TOTAL
DEMAND-LOW
PRODUCTIVITY (SF)

RETAIL SALES
PER SF (HIGH)

TOTAL
DEMAND-HIGH
PRODUCTIVITY (SF)

Groceries, Sundries
and Similar

$30,611,910

$498

11,065

$612

9,004

Prepared Foods

$7,706,104

$360

3,211

$385

3,002

Alcohol at Home

$7,498,209

$254

3,542

$310

2,903

Personal/Household
Care Products and
Services

$14,810,492

$320

7,868

$340

7,405

NG&S SUBTOTAL

$60,626,715

Food Away from Home

$30,147,311

$320

16,958

$460

11,797

Alcohol Away from

Home

$1,787,018

$270

1,191

$336

957

F&B SUBTOTAL

$31,934,329

Apparel, Accessories
and Similar

$52,595,072

$315

7,514

$343

6,900

Reading Materials,
Music and Similar

$7,214,532

$290

1,244

$313

1,152

Home Furnishings and

Decor and Similar

$21,043,109

$322

1,961

$380

1,661

Electronics,
Technology and
Similar

$20,554,060

$560

918

$690

745

GAFO SUBTOTAL

$101,406,772

25,686

22,314

18,149

RESIDENT-GENERATED RETAIL DEMAND (STA):

12,754

11,636

10,459

55,471

45,526

Source: Nielsen Company/Claritas, ULI, Streetsense, 2014

141
FINAL DRAFT | OCTOBER 20, 2014

TABLE M-14 : Summary of Projected Resident-Generated Retail Demand (2019)

CATEGORY

TOTAL DEMAND-LOW
PRODUCTIVITY (SF)

TOTAL DEMAND-HIGH
PRODUCTIVITY (SF)

NEIGHBORHOOD GOODS & SERVICES

35,539

30,880

FOOD & BEVERAGES

22,651

15,914

GAFO

13,759

12,350

TOTAL ESTIMATED HOUSEHOLD-BASED RETAIL DEMAND

71,949

59,144

TABLE M-15: Projected Workplace-Based Retail Demand, Executive and Professional (2019)
CATEGORY

TOTAL
EXPENDITURES

RETAIL SALES
PER SF-LOW

TOTAL
DEMAND-LOW
PRODUCTIVITY
(SF)

RETAIL SALES
PER SF-HIGH

TOTAL
DEMAND-HIGH
PRODUCTIVITY
(SF)

NEIGHBORHOOD GOODS & SERVICES

$3,936,384

$358

8,247

$412

7,170

FOOD AND ALCOHOL AWAY FROM

HOME

$3,984,624

$295

9,455

$398

7,008

GAFO

$2,656,416

$372

2,287

$432

1,970

TOTAL DEMAND BY EXEC AND PROF:

Source: Nielsen Company/Claritas, ULI, ICSC, Streetsense, 2014

142

19,988

16,148

TABLE M-16: Projected Workplace-Based Retail Demand, Administrative/Support/Retail/Government (2019)

CATEGORY

TOTAL
EXPENDITURES

RETAIL SALES
PER SF-LOW

TOTAL
DEMAND-LOW
PRODUCTIVITY
(SF)

RETAIL SALES
PER SF-HIGH

TOTAL
DEMAND-HIGH
PRODUCTIVITY
(SF)

NEIGHBORHOOD GOODS &

SERVICES

$1,983,045

$358

3,988

$412

3,468

FOOD AND ALCOHOL AWAY FROM

HOME

$1,883,440

$295

4,597

$398

3,407

GAFO

$1,177,150

$372

887

$432

764

TOTAL DEMAND BY ADMIN/

SUPPORT/RETAIL/GOVT:

9,472

7,639

Source: Nielsen Company/Claritas, ULI, ICSC, Streetsense, 2014

TABLE M-17: Projected Workplace-Based Retail Demand, Trade and Labor (2019)
CATEGORY

TOTAL
EXPENDITURES

RETAIL SALES
PER SF-LOW

TOTAL
DEMAND-LOW
PRODUCTIVITY
(SF)

RETAIL SALES
PER SF-HIGH

TOTAL
DEMAND-HIGH
PRODUCTIVITY
(SF)

NEIGHBORHOOD GOODS &

SERVICES

$424,530

$358

593

$412

516

FOOD AND ALCOHOL AWAY FROM

HOME

$441,225

$295

1,122

$398

831

GAFO

$240,885

$372

81

$432

70

TOTAL DEMAND BY TRADE AND

LABOR:

1,796

1,417

Source: Nielsen Company/Claritas, ULI, ICSC, Streetsense, 2014

TABLE M-18: Summary of Workplace-Based Generated Retail Demand (2019)

CATEGORY

TOTAL DEMAND-LOW
PRODUCTIVITY (SF)

TOTAL DEMAND-HIGH
PRODUCTIVITY (SF)

NEIGHBORHOOD GOODS & SERVICES

12,828

11,153

FOOD & BEVERAGES

15,174

11,247

GAFO

3,254

2,804

TOTAL ESTIMATED WORKPLACE-BASED RETAIL DEMAND

31,256

25,204

143
FINAL DRAFT | OCTOBER 20, 2014

TABLE M-19: Projected Retail Demand Generated by Metro Commuters (2019)

CATEGORY

TOTAL
EXPENDITURES

RETAIL SALES
PER SF-LOW

TOTAL
DEMAND-LOW
PRODUCTIVITY
(SF)

RETAIL SALES
PER SF-HIGH

TOTAL
DEMAND-HIGH
PRODUCTIVITY
(SF)

NEIGHBORHOOD GOODS &

SERVICES

$516,865

$358

1,444

$412

1,255

FOOD AND ALCOHOL AWAY FROM

HOME

$623,846

$295

2,115

$398

1,567

GAFO

$225,845

$372

608

$432

523

TOTAL DEMAND GENERATED BY

COMMUTERS:

$172,773

4,166

3,346

Source: ULI, WMATA, Streetsense, 2014

TABLE M-20 Visitor-Based Retail Demand (2019)

CATEGORY

TOTAL
EXPENDITURES

RETAIL SALES
PER SF-LOW

TOTAL
DEMAND-LOW
PRODUCTIVITY
(SF)

RETAIL SALES
PER SF-HIGH

TOTAL
DEMAND-HIGH
PRODUCTIVITY
(SF)

NEIGHBORHOOD GOODS &

SERVICES

$640,885

$358

806

$412

700

FOOD AND ALCOHOL AWAY FROM

HOME

$1,373,325

$295

2,886

$398

2,139

GAFO

$1,098,660

$372

443

$432

382

TOTAL DEMAND GENERATED BY

VISITORS:

4,135

3,222

Source: ULI, Hotels.com, Global Insight, Streetsense, 2014

TABLE M-21: Summary of Retail Demand Generated by Atypical Sources (2019)

CATEGORY

TOTAL DEMAND-LOW
PRODUCTIVITY (SF)

TOTAL DEMAND-HIGH
PRODUCTIVITY (SF)

NEIGHBORHOOD GOODS & SERVICES

2,249

1,956

FOOD & BEVERAGES

5,001

3,707

GAFO

1,051

905

TOTAL ESTIMATED ATYPICAL-SOURCED RETAIL DEMAND

8,301

6,568

Table M-22: Bethesda Metro Cumulative Retail Demand Potential (2019)

144

CATEGORY

TOTAL DEMAND-LOW
PRODUCTIVITY (SF)

TOTAL DEMAND-HIGH
PRODUCTIVITY (SF)

NEIGHBORHOOD GOODS & SERVICES

50,616

43,989

FOOD & BEVERAGES

42,825

30,867

GAFO

18,064

16,059

TOTAL ESTIMATED RETAIL DEMAND

111,506

90,915

TABLE M-23: Projected Resident -Generated Retail Demand within Primary Trade Area (2024)
CATEGORY

TOTAL EXPENDITURES

RETAIL SALES
PER SF (LOW)

TOTAL
DEMAND-LOW
PRODUCTIVITY (SF)

RETAIL SALES
PER SF (HIGH)

TOTAL
DEMAND-HIGH
PRODUCTIVITY (SF)

Groceries, Sundries
and Similar

$6,295,146

$498

5,688

$612

4,629
1,027

Prepared Foods

$1,581,784

$360

1,098

$385

Alcohol at Home

$1,747,577

$254

1,032

$310

846

Personal/Household
Care Products and
Services

$3,299,071

$320

4,124

$340

3,881

NG&S SUBTOTAL

$12,923,578

Food Away from Home

$7,154,228

$320

5,142

$460

3,577

Alcohol Away from

Home

$424,142

$270

314

$336

252

F&B SUBTOTAL

$7,578,370

Apparel, Accessories
and Similar

$8,855,100

$315

1,406

$343

1,291

Reading Materials,
Music and Similar

$1,226,783

$290

296

$313

274

Home Furnishings and

Decor and Similar

$4,484,847

$322

557

$380

472

Electronics,
Technology and
Similar

$4,406,969

$560

315

$690

255

GAFO SUBTOTAL

$18,973,699

11,943

10,383

5,456

RESIDENT-GENERATED RETAIL DEMAND (PTA):

3,830

2,574

2,293

19,973

16,505

Source: Nielsen Company/Claritas, ULI, Streetsense, 2014

TABLE M-24: Projected Resident-Generated Retail Demand within Secondary Trade Area (2024)
CATEGORY

TOTAL EXPENDITURES

RETAIL SALES
PER SF (LOW)

TOTAL
DEMAND-LOW
PRODUCTIVITY (SF)

RETAIL SALES
PER SF (HIGH)

TOTAL
DEMAND-HIGH
PRODUCTIVITY (SF)

Groceries, Sundries
and Similar

$33,809,318

$498

12,220

$612

9,944

Prepared Foods

$8,511,324

$360

3,546

$385

3,316

Alcohol at Home

$8,281,261

$254

3,912

$310

3,206

Personal/Household
Care Products and
Services

$16,357,036

$320

8,690

$340

8,179

NG&S SUBTOTAL

$66,958,939

Food Away from Home

$33,296,471

$320

18,729

$460

13,029

Alcohol Away from

Home

$1,973,490

$270

1,316

$336

1,057

F&B SUBTOTAL

$35,269,961

Apparel, Accessories
and Similar

$78,109,943

$315

11,159

$343

10,248

Reading Materials,
Music and Similar

$10,714,438

$290

1,847

$313

1,712

Home Furnishings and

Decor and Similar

$23,241,653

$322

2,165

$380

1,835

Electronics,
Technology and
Similar

$22,701,096

$560

1,013

$690

823

GAFO SUBTOTAL

$134,767,130

28,369

24,644

20,045

RESIDENT-GENERATED RETAIL DEMAND (STA):

14,086

16,185

14,617

64,598

53,347

Source: Nielsen Company/Claritas, ULI, Streetsense, 2014

145
FINAL DRAFT | OCTOBER 20, 2014

TABLE M-25 : Summary of Resident-Generated Retail Demand (2024)

CATEGORY

TOTAL DEMAND-LOW
PRODUCTIVITY (SF)

TOTAL DEMAND-HIGH
PRODUCTIVITY (SF)

NEIGHBORHOOD GOODS & SERVICES

40,311

35,027

FOOD & BEVERAGES

25,501

17,916

GAFO

18,758

16,909

TOTAL ESTIMATED HOUSEHOLD-BASED RETAIL DEMAND

84,571

69,852

TABLE M-26: Projected Workplace-Based Retail Demand, Executive and Professional (2024)
CATEGORY

TOTAL
EXPENDITURES

RETAIL SALES
PER SF-LOW

TOTAL
DEMAND-LOW
PRODUCTIVITY
(SF)

RETAIL SALES
PER SF-HIGH

TOTAL
DEMAND-HIGH
PRODUCTIVITY
(SF)

NEIGHBORHOOD GOODS & SERVICES

$4,009,824

$358

8,400

$412

7,304

FOOD AND ALCOHOL AWAY FROM

HOME

$4,058,964

$295

9,631

$398

7,139

GAFO

$2,705,976

$372

2,329

$432

2,007

TOTAL DEMAND BY EXEC AND PROF:

Source: Nielsen Company/Claritas, ULI, ICSC, Streetsense, 2014

146

20,361

16,449

TABLE M-27: Projected Workplace-Based Retail Demand, Administrative/Support/Retail/Government (2024)

CATEGORY

TOTAL
EXPENDITURES

RETAIL SALES
PER SF-LOW

TOTAL
DEMAND-LOW
PRODUCTIVITY
(SF)

RETAIL SALES
PER SF-HIGH

TOTAL
DEMAND-HIGH
PRODUCTIVITY
(SF)

NEIGHBORHOOD GOODS &

SERVICES

$1,983,045

$358

3,988

$412

3,468

FOOD AND ALCOHOL AWAY FROM

HOME

$1,883,440

$295

4,597

$398

3,407

GAFO

$1,177,150

$372

887

$432

764

TOTAL DEMAND BY ADMIN/

SUPPORT/RETAIL/GOVT:

9,472

7,639

Source: Nielsen Company/Claritas, ULI, ICSC, Streetsense, 2014

TABLE M-28: Projected Workplace-Based Retail Demand, Trade and Labor (2024)
CATEGORY

TOTAL
EXPENDITURES

RETAIL SALES
PER SF-LOW

TOTAL
DEMAND-LOW
PRODUCTIVITY
(SF)

RETAIL SALES
PER SF-HIGH

TOTAL
DEMAND-HIGH
PRODUCTIVITY
(SF)

NEIGHBORHOOD GOODS &

SERVICES

$424,530

$358

593

$412

516

FOOD AND ALCOHOL AWAY FROM

HOME

$441,225

$295

1,122

$398

831

GAFO

$240,885

$372

81

$432

70

TOTAL DEMAND BY TRADE AND

LABOR:

1,796

1,417

Source: Nielsen Company/Claritas, ULI, ICSC, Streetsense, 2014

TABLE M-29: Summary of Workplace-Based Generated Retail Demand (2024)

CATEGORY

TOTAL DEMAND-LOW
PRODUCTIVITY (SF)

TOTAL DEMAND-HIGH
PRODUCTIVITY (SF)

NEIGHBORHOOD GOODS & SERVICES

12,982

11,287

FOOD & BEVERAGES

15,350

11,378

GAFO

3,297

2,840

TOTAL ESTIMATED WORKPLACE-BASED RETAIL DEMAND

31,629

25,505

147
FINAL DRAFT | OCTOBER 20, 2014

TABLE M-30: Projected Retail Demand Generated by Metro Commuters (2024)

CATEGORY

TOTAL
EXPENDITURES

RETAIL SALES
PER SF-LOW

TOTAL
DEMAND-LOW
PRODUCTIVITY
(SF)

RETAIL SALES
PER SF-HIGH

TOTAL
DEMAND-HIGH
PRODUCTIVITY
(SF)

NEIGHBORHOOD GOODS &

SERVICES

$780,286

$358

2,180

$412

1,895

FOOD AND ALCOHOL AWAY FROM

HOME

$701,670

$295

2,379

$398

1,763

GAFO

$285,922

$372

769

$432

663

TOTAL DEMAND GENERATED BY

COMMUTERS:

$1,767,878

5,327

4,321

Source: ULI, WMATA, Streetsense, 2014

TABLE M-31: Visitor-Based Retail Demand (2024)

CATEGORY

TOTAL
EXPENDITURES

RETAIL SALES
PER SF-LOW

TOTAL
DEMAND-LOW
PRODUCTIVITY
(SF)

RETAIL SALES
PER SF-HIGH

TOTAL
DEMAND-HIGH
PRODUCTIVITY
(SF)

NEIGHBORHOOD GOODS &

SERVICES

$640,885

$358

806

$412

700

FOOD AND ALCOHOL AWAY FROM

HOME

$1,373,325

$295

2,886

$398

2,139

GAFO

$1,098,660

$372

443

$432

382

TOTAL DEMAND GENERATED BY

VISITORS:

4,135

3,222

Source: ULI, Hotels.com, Global Insight, Streetsense, 2014

TABLE M-32: Summary of Retail Demand Generated by Atypical Sources (2024)

CATEGORY

TOTAL DEMAND-LOW
PRODUCTIVITY (SF)

TOTAL DEMAND-HIGH
PRODUCTIVITY (SF)

NEIGHBORHOOD GOODS & SERVICES

2,985

2,595

FOOD & BEVERAGES

5,265

3,902

GAFO

1,212

1,045

TOTAL ESTIMATED ATYPICAL-SOURCED RETAIL DEMAND

9,462

7,542

Table M-33: Bethesda Metro Cumulative Retail Demand Potential (2024)

148

CATEGORY

TOTAL DEMAND-LOW
PRODUCTIVITY (SF)

TOTAL DEMAND-HIGH
PRODUCTIVITY (SF)

NEIGHBORHOOD GOODS & SERVICES

55,473

48,209

FOOD & BEVERAGES

43,230

31,056

GAFO

22,824

20,412

TOTAL ESTIMATED RETAIL DEMAND

121,527

99,678

TABLE M-34: Projected Resident -Generated Retail Demand within Primary Trade Area (2029)
CATEGORY

TOTAL EXPENDITURES

RETAIL SALES
PER SF (LOW)

TOTAL
DEMAND-LOW
PRODUCTIVITY (SF)

RETAIL SALES
PER SF (HIGH)

TOTAL
DEMAND-HIGH
PRODUCTIVITY (SF)

Groceries, Sundries
and Similar

$7,671,066

$498

6,932

$612

5,640

Prepared Foods

$1,927,519

$360

1,339

$385

1,252

Alcohol at Home

$2,129,465

$254

1,258

$310

1,030

Personal/Household
Care Products and
Services

$4,020,025

$320

5,025

$340

4,729

NG&S SUBTOTAL

$15,748,075

Food Away from Home

$8,717,933

$320

6,266

$460

4,359

Alcohol Away from

Home

$516,806

$270

383

$336

308

F&B SUBTOTAL

$9,234,739

Apparel, Accessories
and Similar

$10,790,514

$315

1,713

$343

1,573

Reading Materials,
Music and Similar

$1,494,947

$290

361

$313

334

Home Furnishings and

Decor and Similar

$5,464,839

$322

679

$380

575

Electronics,
Technology and
Similar

$5,370,113

$560

384

$690

311

GAFO SUBTOTAL

$23,120,413

14,553

12,652

6,649

RESIDENT-GENERATED RETAIL DEMAND (PTA):

4,667

3,136

2,794

24,338

20,112

Source: Nielsen Company/Claritas, ULI, Streetsense, 2014

TABLE M-35: Projected Resident-Generated Retail Demand within Secondary Trade Area (2029)
CATEGORY

TOTAL EXPENDITURES

RETAIL SALES
PER SF (LOW)

TOTAL
DEMAND-LOW
PRODUCTIVITY (SF)

RETAIL SALES
PER SF (HIGH)

TOTAL
DEMAND-HIGH
PRODUCTIVITY (SF)

Groceries, Sundries
and Similar

$37,801,174

$498

13,663

$612

11,118

Prepared Foods

$9,516,614

$360

3,965

$385

3,708

Alcohol at Home

$9,258,875

$254

4,374

$310

3,584

Personal/Household
Care Products and
Services

$18,287,844

$320

9,715

$340

9,144

NG&S SUBTOTAL

$74,864,507

Food Away from Home

$37,228,091

$320

20,941

$460

14,568

Alcohol Away from

Home

$2,206,294

$270

1,471

$336

1,182

F&B SUBTOTAL

$39,434,385

Apparel, Accessories
and Similar

$109,964,399

$315

15,709

$343

14,427

Reading Materials,
Music and Similar

$15,083,954

$290

2,601

$313

2,410

Home Furnishings and

Decor and Similar

$25,986,461

$322

2,421

$380

2,052

Electronics,
Technology and
Similar

$25,381,598

$560

1,133

$690

920

GAFO SUBTOTAL

$176,416,411

31,718

27,554

22,412

RESIDENT-GENERATED RETAIL DEMAND (STA):

15,749

21,864

19,808

75,994

63,111

Source: Nielsen Company/Claritas, ULI, Streetsense, 2014

149
FINAL DRAFT | OCTOBER 20, 2014

TABLE M-36: Summary of Resident Generated Retail Demand (2029)

CATEGORY

TOTAL DEMAND-LOW
PRODUCTIVITY (SF)

TOTAL DEMAND-HIGH
PRODUCTIVITY (SF)

NEIGHBORHOOD GOODS & SERVICES

46,271

40,206

FOOD & BEVERAGES

29,060

20,416

GAFO

25,000

22,601

TOTAL ESTIMATED HOUSEHOLD-BASED RETAIL DEMAND

100,332

83,223

TABLE M-37: Projected Workplace-Based Retail Demand, Executive and Professional (2029)
CATEGORY

TOTAL
EXPENDITURES

RETAIL SALES
PER SF-LOW

TOTAL
DEMAND-LOW
PRODUCTIVITY
(SF)

RETAIL SALES
PER SF-HIGH

TOTAL
DEMAND-HIGH
PRODUCTIVITY
(SF)

NEIGHBORHOOD GOODS & SERVICES

$4,034,304

$358

8,452

$412

7,348

FOOD AND ALCOHOL AWAY FROM

HOME

$4,083,744

$295

9,690

$398

7,182

GAFO

$2,722,496

$372

2,344

$432

2,019

TOTAL DEMAND BY EXEC AND PROF:

Source: Nielsen Company/Claritas, ULI, ICSC, Streetsense, 2014

150

20,486

16,550

TABLE M-38: Projected Workplace-Based Retail Demand, Administrative/Support/Retail/Government (2029)

CATEGORY

TOTAL
EXPENDITURES

RETAIL SALES
PER SF-LOW

TOTAL
DEMAND-LOW
PRODUCTIVITY
(SF)

RETAIL SALES
PER SF-HIGH

TOTAL
DEMAND-HIGH
PRODUCTIVITY
(SF)

NEIGHBORHOOD GOODS &

SERVICES

$1,995,090

$358

4,012

$412

3,489

FOOD AND ALCOHOL AWAY FROM

HOME

$1,894,880

$295

4,625

$398

3,428

GAFO

$1,184,300

$372

892

$432

768

TOTAL DEMAND BY ADMIN/

SUPPORT/RETAIL/GOVT:

9,529

7,685

Source: Nielsen Company/Claritas, ULI, ICSC, Streetsense, 2014

TABLE M-39: Projected Workplace-Based Retail Demand, Trade and Labor (2029)
CATEGORY

TOTAL
EXPENDITURES

RETAIL SALES
PER SF-LOW

TOTAL
DEMAND-LOW
PRODUCTIVITY
(SF)

RETAIL SALES
PER SF-HIGH

TOTAL
DEMAND-HIGH
PRODUCTIVITY
(SF)

NEIGHBORHOOD GOODS &

SERVICES

$428,090

$358

598

$412

520

FOOD AND ALCOHOL AWAY FROM

HOME

$444,925

$295

1,131

$398

838

GAFO

$242,905

$372

82

$432

70

TOTAL DEMAND BY TRADE AND

LABOR:

1,811

1,429

Source: Nielsen Company/Claritas, ULI, ICSC, Streetsense, 2014

TABLE M-40: Summary of Workplace-Based Generated Retail Demand (2029)

CATEGORY

TOTAL DEMAND-LOW
PRODUCTIVITY (SF)

TOTAL DEMAND-HIGH
PRODUCTIVITY (SF)

NEIGHBORHOOD GOODS & SERVICES

13,062

11,357

FOOD & BEVERAGES

15,446

11,449

GAFO

3,317

2,858

TOTAL ESTIMATED WORKPLACE-BASED RETAIL DEMAND

31,826

25,664

151
FINAL DRAFT | OCTOBER 20, 2014

TABLE M-41: Projected Retail Demand Generated by Metro Commuters (2029)

CATEGORY

TOTAL
EXPENDITURES

RETAIL SALES
PER SF-LOW

TOTAL
DEMAND-LOW
PRODUCTIVITY
(SF)

RETAIL SALES
PER SF-HIGH

TOTAL
DEMAND-HIGH
PRODUCTIVITY
(SF)

NEIGHBORHOOD GOODS &

SERVICES

$1,294,638

$358

3,185

$412

2,769

FOOD AND ALCOHOL AWAY FROM

HOME

$129,120

$295

3,033

$398

2,248

GAFO

$226,816

$372

1,110

$432

957

TOTAL DEMAND GENERATED BY

COMMUTERS:

7,328

5,974

Source: ULI, WMATA, Streetsense, 2014

TABLE M-42: Visitor-Based Retail Demand (2029)

CATEGORY

TOTAL
EXPENDITURES

RETAIL SALES
PER SF-LOW

TOTAL
DEMAND-LOW
PRODUCTIVITY
(SF)

RETAIL SALES
PER SF-HIGH

TOTAL
DEMAND-HIGH
PRODUCTIVITY
(SF)

NEIGHBORHOOD GOODS &

SERVICES

$640,885

$358

806

$412

700

FOOD AND ALCOHOL AWAY FROM

HOME

$1,373,325

$295

2,886

$398

2,139

GAFO

$1,098,660

$372

443

$432

382

TOTAL DEMAND GENERATED BY

VISITORS:

4,135

3,222

Source: ULI, Hotels.com, Global Insight, Streetsense, 2014

TABLE M-43: Summary of Retail Demand Generated by Atypical Sources (2029)

CATEGORY

TOTAL DEMAND-LOW
PRODUCTIVITY (SF)

TOTAL DEMAND-HIGH
PRODUCTIVITY (SF)

NEIGHBORHOOD GOODS & SERVICES

3,990

3,469

FOOD & BEVERAGES

5,919

4,387

GAFO

1,554

1,339

TOTAL ESTIMATED ATYPICAL-SOURCED RETAIL DEMAND

11,463

9,195

Table M-44: Bethesda Metro Cumulative Retail Demand Potential (2029)

152

CATEGORY

TOTAL DEMAND-LOW
PRODUCTIVITY (SF)

TOTAL DEMAND-HIGH
PRODUCTIVITY (SF)

NEIGHBORHOOD GOODS & SERVICES

63,323

55,032

FOOD & BEVERAGES

50,426

36,252

GAFO

29,871

26,798

TOTAL ESTIMATED RETAIL DEMAND

143,620

118,082

TABLE M-45: Proposed Resident -Generated Retail Demand within Primary Trade Area (2034)
CATEGORY

TOTAL EXPENDITURES

RETAIL SALES
PER SF (LOW)

TOTAL
DEMAND-LOW
PRODUCTIVITY (SF)

RETAIL SALES
PER SF (HIGH)

TOTAL
DEMAND-HIGH
PRODUCTIVITY (SF)

Groceries, Sundries
and Similar

$9,164,586

$498

8,281

$612

6,739
1,495

Prepared Foods

$2,302,804

$360

1,599

$385

Alcohol at Home

$2,543,993

$254

1,502

$310

1,231

Personal/Household
Care Products and
Services

$4,802,599

$320

6,003

$340

5,650

NG&S SUBTOTAL

$18,813,982

Food Away from Home

$10,415,288

$320

7,486

$460

5,208

Alcohol Away from

Home

$617,390

$270

457

$336

367

F&B SUBTOTAL

$11,032,678

Apparel, Accessories
and Similar

$12,891,348

$315

2,046

$343

1,879

Reading Materials,
Music and Similar

$1,786,031

$290

431

$313

399

Home Furnishings and

Decor and Similar

$6,528,591

$322

811

$380

687

Electronics,
Technology and
Similar

$6,415,577

$560

458

$690

372

GAFO SUBTOTAL

$27,621,547

17,386

15,115

7,943

RESIDENT-GENERATED RETAIL DEMAND (PTA):

5,575

3,747

3,338

29,076

24,028

Source: Nielsen Company/Claritas, ULI, Streetsense, 2014

TABLE M-46: Proposed Resident-Generated Retail Demand within Secondary Trade Area (2034)
CATEGORY

TOTAL EXPENDITURES

RETAIL SALES
PER SF (LOW)

TOTAL
DEMAND-LOW
PRODUCTIVITY (SF)

RETAIL SALES
PER SF (HIGH)

TOTAL
DEMAND-HIGH
PRODUCTIVITY (SF)

Groceries, Sundries
and Similar

$42,131,406

$498

15,228

$612

12,392

Prepared Foods

$10,607,119

$360

4,420

$385

4,133

Alcohol at Home

$10,319,358

$254

4,875

$310

3,995

Personal/Household
Care Products and
Services

$20,382,320

$320

10,828

$340

10,191

NG&S SUBTOTAL

$83,440,203

Food Away from Home

$41,492,981

$320

23,340

$460

16,236

Alcohol Away from

Home

$2,458,832

$270

1,639

$336

1,317

F&B SUBTOTAL

$43,951,813

Apparel, Accessories
and Similar

$144,519,048

$315

20,646

$343

18,960

Reading Materials,
Music and Similar

$19,823,858

$290

3,418

$313

3,167

Home Furnishings and

Decor and Similar

$28,963,937

$322

2,699

$380

2,287

Electronics,
Technology and
Similar

$28,289,317

$560

1,263

$690

1,025

GAFO SUBTOTAL

$221,596,160

35,351

30,710

24,979

RESIDENT-GENERATED RETAIL DEMAND (STA):

17,554

28,025

25,439

88,355

73,702

Source: Nielsen Company/Claritas, ULI, Streetsense, 2014

153
FINAL DRAFT | OCTOBER 20, 2014

TABLE M-47 : Summary of Resident-Generated Retail Demand (2034)

CATEGORY

TOTAL DEMAND-LOW
PRODUCTIVITY (SF)

TOTAL DEMAND-HIGH
PRODUCTIVITY (SF)

NEIGHBORHOOD GOODS & SERVICES

$52,737

$45,825

FOOD & BEVERAGES

$32,922

$23,129

GAFO

$31,772

$28,776

TOTAL ESTIMATED HOUSEHOLD-BASED RETAIL DEMAND

117,431

97,730

TABLE M-48: Proposed Workplace-Based Retail Demand, Executive and Professional (2034)
CATEGORY

TOTAL
EXPENDITURES

RETAIL SALES
PER SF-LOW

TOTAL
DEMAND-LOW
PRODUCTIVITY
(SF)

RETAIL SALES
PER SF-HIGH

TOTAL
DEMAND-HIGH
PRODUCTIVITY
(SF)

NEIGHBORHOOD GOODS & SERVICES

$4,055,112

$358

8,495

$412

7,386

FOOD AND ALCOHOL AWAY FROM

HOME

$4,104,807

$295

9,740

$398

7,220

GAFO

$2,736,538

$372

2,356

$432

2,029

TOTAL DEMAND BY EXEC AND PROF:

Source: Nielsen Company/Claritas, ULI, ICSC, Streetsense, 2014

154

20,591

16,635

TABLE M-49: Projected Workplace-Based Retail Demand, Administrative/Support/Retail/Government (2034)

CATEGORY

TOTAL
EXPENDITURES

RETAIL SALES
PER SF-LOW

TOTAL
DEMAND-LOW
PRODUCTIVITY
(SF)

RETAIL SALES
PER SF-HIGH

TOTAL
DEMAND-HIGH
PRODUCTIVITY
(SF)

NEIGHBORHOOD GOODS &

SERVICES

$2,006,040

$358

4,034

$412

3,508

FOOD AND ALCOHOL AWAY FROM

HOME

$1,905,280

$295

4,650

$398

3,447

GAFO

$1,190,800

$372

897

$432

773

TOTAL DEMAND BY ADMIN/

SUPPORT/RETAIL/GOVT:

9,582

7,727

Source: Nielsen Company/Claritas, ULI, ICSC, Streetsense, 2014

TABLE M-50: Projected Workplace-Based Retail Demand, Trade and Labor (2034)
CATEGORY

TOTAL
EXPENDITURES

RETAIL SALES
PER SF-LOW

TOTAL
DEMAND-LOW
PRODUCTIVITY
(SF)

RETAIL SALES
PER SF-HIGH

TOTAL
DEMAND-HIGH
PRODUCTIVITY
(SF)

NEIGHBORHOOD GOODS &

SERVICES

$429,870

$358

600

$412

522

FOOD AND ALCOHOL AWAY FROM

HOME

$446,775

$295

1,136

$398

842

GAFO

$243,915

$372

82

$432

71

TOTAL DEMAND BY TRADE AND

LABOR:

1,818

1,435

Source: Nielsen Company/Claritas, ULI, ICSC, Streetsense, 2014

TABLE M-51: Summary of Workplace-Based Generated Retail Demand (2034)

CATEGORY

TOTAL DEMAND-LOW
PRODUCTIVITY (SF)

TOTAL DEMAND-HIGH
PRODUCTIVITY (SF)

NEIGHBORHOOD GOODS & SERVICES

13,130

11,416

FOOD & BEVERAGES

15,526

11,508

GAFO

3,335

2,873

TOTAL ESTIMATED WORKPLACE-BASED RETAIL DEMAND

31,991

25,797

TABLE M-52: Projected Retail Demand Generated by Metro Commuters (2034)

CATEGORY

TOTAL
EXPENDITURES

RETAIL SALES
PER SF-LOW

TOTAL
DEMAND-LOW
PRODUCTIVITY
(SF)

RETAIL SALES
PER SF-HIGH

TOTAL
DEMAND-HIGH
PRODUCTIVITY
(SF)

NEIGHBORHOOD GOODS &

SERVICES

$1,514,619

$358

4,231

$412

3,678

FOOD AND ALCOHOL AWAY FROM

HOME

$1,112,505

$295

3,771

$398

2,795

GAFO

$491,658

$372

1,323

$432

1,139

TOTAL DEMAND GENERATED BY

COMMUTERS:

$3,118,782

9,325

7,613

155

Source: ULI, WMATA, Streetsense, 2014

FINAL DRAFT | OCTOBER 20, 2014

TABLE M-53: Visitor-Based Retail Demand (2034)

CATEGORY

TOTAL
EXPENDITURES

RETAIL SALES
PER SF-LOW

TOTAL
DEMAND-LOW
PRODUCTIVITY
(SF)

RETAIL SALES
PER SF-HIGH

TOTAL
DEMAND-HIGH
PRODUCTIVITY
(SF)

NEIGHBORHOOD GOODS &

SERVICES

$640,885

$358

806

$412

700

FOOD AND ALCOHOL AWAY FROM

HOME

$1,373,325

$295

2,886

$398

2,139

GAFO

$1,098,660

$372

443

$432

382

TOTAL DEMAND GENERATED BY

VISITORS:

4,135

3,222

Source: ULI, Hotels.com, Global Insight, Streetsense, 2014

TABLE M-54: Summary of Retail Demand Generated by Atypical Sources (2034)

CATEGORY

TOTAL DEMAND-LOW
PRODUCTIVITY (SF)

TOTAL DEMAND-HIGH
PRODUCTIVITY (SF)

NEIGHBORHOOD GOODS & SERVICES

5,036

4,379

FOOD & BEVERAGES

6,658

4,935

GAFO

1,766

1,521

TOTAL ESTIMATED ATYPICAL-SOURCED RETAIL DEMAND

13,460

10,835

Table M-55: Bethesda Metro Cumulative Retail Demand Potential (2034)

CATEGORY

TOTAL DEMAND-LOW
PRODUCTIVITY (SF)

TOTAL DEMAND-HIGH
PRODUCTIVITY (SF)

NEIGHBORHOOD GOODS & SERVICES

70,904

61,620

FOOD & BEVERAGES

55,106

39,572

GAFO

36,872

33,170

TOTAL ESTIMATED RETAIL DEMAND

162,882

134,362

Table M-56: Bethesda Metro - Existing and Projected Retail Demand

CATEGORY

EXISTING
DEMAND

2019 DEMAND

2024 DEMAND

2029 DEMAND

NG&S

41,934

43,989

48,209

55,032

61,620

F&B

29,543

30,867

31,056

36,252

39,572

GAFO

13,296

16,059

20,412

26,798

33,170

TOTAL ESTIMATED
RETAIL DEMAND:

84,772

90,915

99,678

118,082

134,362

Source: Nielsen Company/Claritas, ULI, Hotels.com, Global Insight, WMATA, ICSC, BAE, Streetsense, 2014

156

2034 DEMAND

PEARL RETAIL DISTRICT

TABLE PD-1: Resident -Generated Retail Demand within Primary Trade Area
CATEGORY

TOTAL EXPENDITURES

RETAIL SALES
PER SF (LOW)

TOTAL
DEMAND-LOW
PRODUCTIVITY (SF)

RETAIL SALES
PER SF (HIGH)

TOTAL
DEMAND-HIGH
PRODUCTIVITY (SF)

Groceries, Sundries
and Similar

$3,364,480

$498

811

$612

660

Prepared Foods

$844,481

$360

516

$385

483

Alcohol at Home

$928,323

$254

365

$310

299

Personal/Household
Care Products and
Services

$1,763,474

$320

827

$340

778

NG&S SUBTOTAL

$6,900,758

Food Away from Home

$3,769,303

$320

3,534

$460

2,458

Alcohol Away from

Home

$224,218

$270

233

$336

187

F&B SUBTOTAL

$3,993,521

Apparel, Accessories
and Similar

$4,596,548

$315

438

$343

402

Reading Materials,
Music and Similar

$667,747

$290

69

$313

64

Home Furnishings and

Decor and Similar

$2,402,258

$322

149

$380

126

Electronics,
Technology and
Similar

$2,360,404

$560

84

$690

68

GAFO SUBTOTAL

$10,026,957

2,519

2,220

3,766

RESIDENT-GENERATED RETAIL DEMAND (PTA):

2,645

740

661

7,025

5,526

Source: Nielsen Company/Claritas, ULI, Streetsense, 2014

TABLE PD-2: Resident-Generated Retail Demand within Secondary Trade Area

CATEGORY

TOTAL EXPENDITURES

RETAIL SALES
PER SF (LOW)

TOTAL
DEMAND-LOW
PRODUCTIVITY (SF)

RETAIL SALES
PER SF (HIGH)

TOTAL
DEMAND-HIGH
PRODUCTIVITY (SF)

Groceries, Sundries
and Similar

$2,360,307

$498

190

$612

154

Prepared Foods

$589,842

$360

82

$385

77

Alcohol at Home

$552,352

$254

54

$310

45

Personal/Household
Care Products and
Services

$1,101,002

$320

103

$340

97

NG&S SUBTOTAL

$4,603,503

Food Away from Home

$2,245,928

$320

421

$460

293

Alcohol Away from

Home

$132,398

$270

25

$336

20

F&B SUBTOTAL

$2,378,326

Apparel, Accessories
and Similar

$3,015,424

$315

191

$343

176

Reading Materials,
Music and Similar

$414,149

$290

29

$313

26

Home Furnishings and

Decor and Similar

$1,521,552

$322

47

$380

40

Electronics,
Technology and
Similar

$1,495,005

$560

27

$690

22

GAFO SUBTOTAL

$6,446,130

429

373

446

RESIDENT-GENERATED RETAIL DEMAND (STA):

313

294

264

1,169

949

Source: Nielsen Company/Claritas, ULI, Streetsense, 2014

157
FINAL DRAFT | OCTOBER 20, 2014

TABLE PD-3 : Summary of Resident Generated Retail Demand

CATEGORY

TOTAL DEMAND-LOW
PRODUCTIVITY (SF)

TOTAL DEMAND-HIGH
PRODUCTIVITY (SF)

NEIGHBORHOOD GOODS & SERVICES

2,948

2,592

FOOD & BEVERAGES

4,212

2,958

GAFO

1,034

925

TOTAL ESTIMATED HOUSEHOLD-BASED RETAIL DEMAND

8,194

6,475

TABLE PD-4: Workplace-Based Retail Demand, Executive and Professional (PTA)

CATEGORY

TOTAL
EXPENDITURES

RETAIL SALES
PER SF-LOW

TOTAL
DEMAND-LOW
PRODUCTIVITY
(SF)

RETAIL SALES
PER SF-HIGH

TOTAL
DEMAND-HIGH
PRODUCTIVITY
(SF)

NEIGHBORHOOD GOODS & SERVICES

$6,362,352

$358

9,775

$412

8,499

FOOD AND ALCOHOL AWAY FROM

HOME

$6,440,322

$295

14,191

$398

10,518

GAFO

$4,293,548

$372

3,696

$432

3,184

TOTAL DEMAND BY EXEC AND PROF:

Source: Nielsen Company/Claritas, ULI, ICSC, Streetsense, 2014

158

27,661

22,201

TABLE PD-5: Workplace-Based Retail Demand, Administrative/Support/Retail/Government (PTA)

CATEGORY

TOTAL
EXPENDITURES

RETAIL SALES
PER SF-LOW

TOTAL
DEMAND-LOW
PRODUCTIVITY
(SF)

RETAIL SALES
PER SF-HIGH

TOTAL
DEMAND-HIGH
PRODUCTIVITY
(SF)

NEIGHBORHOOD GOODS &

SERVICES

$1,847,265

$358

2,993

$412

2,602

FOOD AND ALCOHOL AWAY FROM

HOME

$1,754,480

$295

4,461

$398

3,306

GAFO

$1,096,550

$372

826

$432

712

TOTAL DEMAND BY ADMIN/

SUPPORT/RETAIL/GOVT:

8,279

6,620

Source: Nielsen Company/Claritas, ULI, ICSC, Streetsense, 2014

TABLE PD-6: Workplace-Based Retail Demand, Trade and Labor (PTA)

CATEGORY

TOTAL
EXPENDITURES

RETAIL SALES
PER SF-LOW

TOTAL
DEMAND-LOW
PRODUCTIVITY
(SF)

RETAIL SALES
PER SF-HIGH

TOTAL
DEMAND-HIGH
PRODUCTIVITY
(SF)

NEIGHBORHOOD GOODS &

SERVICES

$1,243,330

$358

556

$412

483

FOOD AND ALCOHOL AWAY FROM

HOME

$1,292,225

$295

1,095

$398

812

GAFO

$705,485

$372

247

$432

213

TOTAL DEMAND BY TRADE AND

LABOR:

1,897

1,507

Source: Nielsen Company/Claritas, ULI, ICSC, Streetsense, 2014

TABLE PD-7: Summary of Workplace-Based Generated Retail Demand (PTA)

CATEGORY

TOTAL DEMAND-LOW
PRODUCTIVITY (SF)

TOTAL DEMAND-HIGH
PRODUCTIVITY (SF)

NEIGHBORHOOD GOODS & SERVICES

13,323

11,584

FOOD & BEVERAGES

19,746

14,636

GAFO

4,768

4,108

TOTAL ESTIMATED WORKPLACE-BASED RETAIL DEMAND

37,838

30,328

TABLE PD-8: Retail Demand Generated from Student Population (Bethesda-Chevy Chase High School)
CATEGORY

TOTAL
EXPENDITURES

RETAIL SALES
PER SF-LOW

TOTAL
DEMAND-LOW
PRODUCTIVITY
(SF)

RETAIL SALES
PER SF-HIGH

TOTAL
DEMAND-HIGH
PRODUCTIVITY
(SF)

NEIGHBORHOOD GOODS &

SERVICES

$364,500

$358

815

$412

708

FOOD AND ALCOHOL AWAY FROM

HOME

$1,275,750

$295

3,892

$398

2,885

GAFO

$486,000

$372

1,046

$432

901

TOTAL DEMAND BY STUDENTS:

5,753

4,494

Source: Nielsen Company/Claritas, ULI, Columbia University, International Journal of Behavioral Nutrition and Physical
Activity, Streetsense, 2014
FINAL DRAFT | OCTOBER 20, 2014

159

TABLE PD-9: Visitor-Based Retail Demand

CATEGORY

TOTAL
EXPENDITURES

RETAIL SALES
PER SF-LOW

TOTAL
DEMAND-LOW
PRODUCTIVITY
(SF)

RETAIL SALES
PER SF-HIGH

TOTAL
DEMAND-HIGH
PRODUCTIVITY
(SF)

NEIGHBORHOOD GOODS &

SERVICES

$582,785

$358

456

$412

396

FOOD AND ALCOHOL AWAY FROM

HOME

$1,248,825

$295

931

$398

690

GAFO

$999,060

$372

322

$432

278

TOTAL DEMAND GENERATED BY

VISITORS:

1,710

1,364

Source: ULI, Hotels.com, Global Insight, Streetsense, 2014

TABLE PD-10: Summary of Retail Demand Generated by Atypical Sources

CATEGORY

TOTAL DEMAND-LOW
PRODUCTIVITY (SF)

TOTAL DEMAND-HIGH
PRODUCTIVITY (SF)

NEIGHBORHOOD GOODS & SERVICES

1,270

1,105

FOOD & BEVERAGES

4,823

3,575

GAFO

1,368

1,179

TOTAL ESTIMATED ATYPICAL-SOURCED RETAIL DEMAND

7,462

5,859

Table PD-11: Pearl District Cumulative Retail Demand Potential (2014)

160

CATEGORY

TOTAL DEMAND-LOW
PRODUCTIVITY (SF)

TOTAL DEMAND-HIGH
PRODUCTIVITY (SF)

NEIGHBORHOOD GOODS & SERVICES

17,541

15,281

FOOD & BEVERAGES

28,782

21,169

GAFO

7,171

6,212

TOTAL ESTIMATED RETAIL DEMAND

53,494

42,661

TABLE PD-12: Projected Resident-Generated Retail Demand within Primary Trade Area (2019)
CATEGORY

TOTAL EXPENDITURES

RETAIL SALES
PER SF (LOW)

TOTAL
DEMAND-LOW
PRODUCTIVITY (SF)

RETAIL SALES
PER SF (HIGH)

TOTAL
DEMAND-HIGH
PRODUCTIVITY (SF)

Groceries, Sundries
and Similar

$3,734,806

$498

900

$612

732
536

Prepared Foods

$937,388

$360

573

$385

Alcohol at Home

$1,030,530

$254

406

$310

332

Personal/Household
Care Products and
Services

$1,927,477

$320

904

$340

850

NG&S SUBTOTAL

$7,630,201

Food Away from Home

$4,119,848

$320

3,862

$460

2,687

Alcohol Away from

Home

$248,863

$270

258

$336

207

F&B SUBTOTAL

$4,368,711

Apparel, Accessories
and Similar

$5,024,027

$315

478

$343

439

Reading Materials,
Music and Similar

$729,847

$290

76

$313

70

Home Furnishings and

Decor and Similar

$2,666,657

$322

166

$380

140

Electronics,
Technology and
Similar

$2,620,246

$560

94

$690

76

GAFO SUBTOTAL

$11,040,777

2,782

2,451

4,120

RESIDENT-GENERATED RETAIL DEMAND (PTA):

2,894

813

726

7,716

6,071

Source: Nielsen Company/Claritas, ULI, Streetsense, 2014

TABLE PD-13: Resident-Generated Retail Demand within Secondary Trade Area (2019)
CATEGORY

TOTAL EXPENDITURES

RETAIL SALES
PER SF (LOW)

TOTAL
DEMAND-LOW
PRODUCTIVITY (SF)

RETAIL SALES
PER SF (HIGH)

TOTAL
DEMAND-HIGH
PRODUCTIVITY (SF)

Groceries, Sundries
and Similar

$2,545,167

$498

204

$612

166

Prepared Foods

$636,018

$360

88

$385

83

Alcohol at Home

$595,603

$254

59

$310

48

Personal/Household
Care Products and
Services

$1,187,231

$320

111

$340

105

NG&S SUBTOTAL

$4,964,019

Food Away from Home

$2,421,818

$320

454

$460

316

Alcohol Away from

Home

$142,772

$270

26

$336

21

F&B SUBTOTAL

$2,564,590

Apparel, Accessories
and Similar

$3,133,026

$315

199

$343

183

Reading Materials,
Music and Similar

$430,301

$290

30

$313

27

Home Furnishings and

Decor and Similar

$1,640,736

$322

51

$380

43

Electronics,
Technology and
Similar

$1,612,083

$560

29

$690

23

GAFO SUBTOTAL

$6,816,145

463

402

481

RESIDENT-GENERATED RETAIL DEMAND (STA):

337

308

277

1,252

1,016

Source: Nielsen Company/Claritas, ULI, Streetsense, 2014

161
FINAL DRAFT | OCTOBER 20, 2014

TABLE PD-14: Summary of Projected Resident-Generated Retail Demand (2019)

CATEGORY

TOTAL DEMAND-LOW
PRODUCTIVITY (SF)

TOTAL DEMAND-HIGH
PRODUCTIVITY (SF)

NEIGHBORHOOD GOODS & SERVICES

3,245

2,852

FOOD & BEVERAGES

4,601

3,231

GAFO

1,122

1,002

TOTAL ESTIMATED HOUSEHOLD-BASED RETAIL DEMAND

8,967

7,086

TABLE PD-15: Projected Workplace-Based Retail Demand, Executive and Professional (2019)
CATEGORY

TOTAL
EXPENDITURES

RETAIL SALES
PER SF-LOW

TOTAL
DEMAND-LOW
PRODUCTIVITY
(SF)

RETAIL SALES
PER SF-HIGH

TOTAL
DEMAND-HIGH
PRODUCTIVITY
(SF)

NEIGHBORHOOD GOODS & SERVICES

$6,779,347

$358

10,415

$412

9,056

FOOD AND ALCOHOL AWAY FROM

HOME

$6,862,427

$295

15,121

$398

11,207

GAFO

$4,574,951

$372

3,938

$432

3,393

TOTAL DEMAND BY EXEC AND PROF:

Source: Nielsen Company/Claritas, ULI, ICSC, Streetsense, 2014

162

29,474

23,656

TABLE PD-16: Projected Workplace-Based Retail Demand, Administrative/Support/Retail/Government (2019)

CATEGORY

TOTAL
EXPENDITURES

RETAIL SALES
PER SF-LOW

TOTAL
DEMAND-LOW
PRODUCTIVITY
(SF)

RETAIL SALES
PER SF-HIGH

TOTAL
DEMAND-HIGH
PRODUCTIVITY
(SF)

NEIGHBORHOOD GOODS &

SERVICES

$1,968,337

$358

3,189

$412

2,773

FOOD AND ALCOHOL AWAY FROM

HOME

$1,869,470

$295

4,753

$398

3,523

GAFO

$1,168,419

$372

880

$432

758

TOTAL DEMAND BY ADMIN/

SUPPORT/RETAIL/GOVT:

8,822

7,054

Source: Nielsen Company/Claritas, ULI, ICSC, Streetsense, 2014

TABLE PD-17: Projected Workplace-Based Retail Demand, Trade and Labor (2019)
CATEGORY

TOTAL
EXPENDITURES

RETAIL SALES
PER SF-LOW

TOTAL
DEMAND-LOW
PRODUCTIVITY
(SF)

RETAIL SALES
PER SF-HIGH

TOTAL
DEMAND-HIGH
PRODUCTIVITY
(SF)

NEIGHBORHOOD GOODS &

SERVICES

$1,324,819

$358

592

$412

515

FOOD AND ALCOHOL AWAY FROM

HOME

$1,376,919

$295

1,167

$398

865

GAFO

$751,723

$372

263

$432

226

TOTAL DEMAND BY TRADE AND

LABOR:

2,022

1,606

Source: Nielsen Company/Claritas, ULI, ICSC, Streetsense, 2014

TABLE PD-18: Summary of Workplace-Based Generated Retail Demand (2019)

CATEGORY

TOTAL DEMAND-LOW
PRODUCTIVITY (SF)

TOTAL DEMAND-HIGH
PRODUCTIVITY (SF)

NEIGHBORHOOD GOODS & SERVICES

14,196

12,343

FOOD & BEVERAGES

21,040

15,595

GAFO

5,081

4,377

TOTAL ESTIMATED WORKPLACE-BASED RETAIL DEMAND

40,318

32,316

TABLE PD-19: Retail Demand Generated from Student Population (Bethesda-Chevy Chase High School) (2019)
CATEGORY

TOTAL
EXPENDITURES

RETAIL SALES
PER SF-LOW

TOTAL
DEMAND-LOW
PRODUCTIVITY
(SF)

RETAIL SALES
PER SF-HIGH

TOTAL
DEMAND-HIGH
PRODUCTIVITY
(SF)

NEIGHBORHOOD GOODS &

SERVICES

$364,500

$358

815

$412

708

FOOD AND ALCOHOL AWAY FROM

HOME

$1,275,750

$295

3,892

$398

2,885

GAFO

$486,000

$372

1,046

$432

901

TOTAL DEMAND BY STUDENTS:

5,753

4,494

Source: Nielsen Company/Claritas, ULI, Columbia University, International Journal of Behavioral Nutrition and Physical
Activity, Streetsense, 2014
FINAL DRAFT | OCTOBER 20, 2014

163

TABLE PD-20: Visitor-Based Retail Demand (2019)

CATEGORY

TOTAL
EXPENDITURES

RETAIL SALES
PER SF-LOW

TOTAL
DEMAND-LOW
PRODUCTIVITY
(SF)

RETAIL SALES
PER SF-HIGH

TOTAL
DEMAND-HIGH
PRODUCTIVITY
(SF)

NEIGHBORHOOD GOODS &

SERVICES

$582,785

$358

456

$412

396

FOOD AND ALCOHOL AWAY FROM

HOME

$1,248,825

$295

931

$398

690

GAFO

$999,060

$372

322

$432

278

TOTAL DEMAND GENERATED BY

VISITORS:

1,710

1,364

Source: ULI, Hotels.com, Global Insight, Streetsense, 2014

TABLE PD-21: Summary of Retail Demand Generated by Atypical Sources (2019)

CATEGORY

TOTAL DEMAND-LOW
PRODUCTIVITY (SF)

TOTAL DEMAND-HIGH
PRODUCTIVITY (SF)

NEIGHBORHOOD GOODS & SERVICES

1,270

1,105

FOOD & BEVERAGES

4,823

3,575

GAFO

1,368

1,179

TOTAL ESTIMATED ATYPICAL-SOURCED RETAIL DEMAND

7,462

5,859

Table PD-22: Pearl District Cumulative Retail Demand Potential (2019)

164

CATEGORY

TOTAL DEMAND-LOW
PRODUCTIVITY (SF)

TOTAL DEMAND-HIGH
PRODUCTIVITY (SF)

NEIGHBORHOOD GOODS & SERVICES

18,711

16,300

FOOD & BEVERAGES

30,465

22,402

GAFO

7,571

6,559

TOTAL ESTIMATED RETAIL DEMAND

56,747

45,261

TABLE PD-23: Projected Resident -Generated Retail Demand within Primary Trade Area (2024)
CATEGORY

TOTAL EXPENDITURES

RETAIL SALES
PER SF (LOW)

TOTAL
DEMAND-LOW
PRODUCTIVITY (SF)

RETAIL SALES
PER SF (HIGH)

TOTAL
DEMAND-HIGH
PRODUCTIVITY (SF)

Groceries, Sundries
and Similar

$4,435,638

$498

1,069

$612

870

Prepared Foods

$1,113,212

$360

680

$385

636

Alcohol at Home

$1,223,954

$254

482

$310

395

Personal/Household
Care Products and
Services

$2,237,849

$320

1,049

$340

987

NG&S SUBTOTAL

$9,010,653

Food Away from Home

$4,783,246

$320

4,484

$460

3,120

Alcohol Away from

Home

$295,503

$270

306

$336

246

F&B SUBTOTAL

$5,078,749

Apparel, Accessories
and Similar

$5,833,019

$315

556

$343

510

Reading Materials,
Music and Similar

$847,371

$290

88

$313

81

Home Furnishings and

Decor and Similar

$3,167,025

$322

197

$380

167

Electronics,
Technology and
Similar

$3,111,990

$560

111

$690

90

GAFO SUBTOTAL

$12,959,405

3,280

2,888

4,791

RESIDENT-GENERATED RETAIL DEMAND (PTA):

3,366

951

848

9,022

7,102

Source: Nielsen Company/Claritas, ULI, Streetsense, 2014

TABLE PD-24: Projected Resident-Generated Retail Demand within Secondary Trade Area (2024)
CATEGORY

TOTAL EXPENDITURES

RETAIL SALES
PER SF (LOW)

TOTAL
DEMAND-LOW
PRODUCTIVITY (SF)

RETAIL SALES
PER SF (HIGH)

TOTAL
DEMAND-HIGH
PRODUCTIVITY (SF)

Groceries, Sundries
and Similar

$2,895,927

$498

233

$612

189

Prepared Foods

$723,634

$360

101

$385

94

Alcohol at Home

$677,669

$254

67

$310

55

Personal/Household
Care Products and
Services

$1,350,845

$320

127

$340

119

NG&S SUBTOTAL

$5,648,075

Food Away from Home

$2,755,558

$320

517

$460

359

Alcohol Away from

Home

$162,456

$270

30

$336

24

F&B SUBTOTAL

$2,918,014

Apparel, Accessories
and Similar

$3,356,167

$315

213

$343

196

Reading Materials,
Music and Similar

$460,948

$290

32

$313

29

Home Furnishings and

Decor and Similar

$1,866,880

$322

58

$380

49

Electronics,
Technology and
Similar

$1,834,231

$560

33

$690

27

GAFO SUBTOTAL

$7,518,226

526

457

547

RESIDENT-GENERATED RETAIL DEMAND (STA):

384

336

301

1,409

1,142

Source: Nielsen Company/Claritas, ULI, Streetsense, 2014

165
FINAL DRAFT | OCTOBER 20, 2014

TABLE PD-25 : Summary of Resident-Generated Retail Demand (2024)

CATEGORY

TOTAL DEMAND-LOW
PRODUCTIVITY (SF)

TOTAL DEMAND-HIGH
PRODUCTIVITY (SF)

NEIGHBORHOOD GOODS & SERVICES

3,806

3,345

FOOD & BEVERAGES

5,337

3,749

GAFO

1,287

1,149

TOTAL ESTIMATED HOUSEHOLD-BASED RETAIL DEMAND

10,431

8,244

TABLE PD-26: Projected Workplace-Based Retail Demand, Executive and Professional (2024)
CATEGORY

TOTAL
EXPENDITURES

RETAIL SALES
PER SF-LOW

TOTAL
DEMAND-LOW
PRODUCTIVITY
(SF)

RETAIL SALES
PER SF-HIGH

TOTAL
DEMAND-HIGH
PRODUCTIVITY
(SF)

NEIGHBORHOOD GOODS & SERVICES

$6,903,829

$358

10,606

$412

9,222

FOOD AND ALCOHOL AWAY FROM

HOME

$6,988,435

$295

15,398

$398

11,413

GAFO

$4,658,956

$372

4,010

$432

3,455

TOTAL DEMAND BY EXEC AND PROF:

Source: Nielsen Company/Claritas, ULI, ICSC, Streetsense, 2014

166

30,015

24,090

TABLE PD-27: Projected Workplace-Based Retail Demand, Administrative/Support/Retail/Government (2024)

CATEGORY

TOTAL
EXPENDITURES

RETAIL SALES
PER SF-LOW

TOTAL
DEMAND-LOW
PRODUCTIVITY
(SF)

RETAIL SALES
PER SF-HIGH

TOTAL
DEMAND-HIGH
PRODUCTIVITY
(SF)

NEIGHBORHOOD GOODS &

SERVICES

$2,004,479

$358

3,247

$412

2,824

FOOD AND ALCOHOL AWAY FROM

HOME

$1,903,797

$295

4,840

$398

3,588

GAFO

$1,189,873

$372

896

$432

772

TOTAL DEMAND BY ADMIN/

SUPPORT/RETAIL/GOVT:

8,984

7,183

Source: Nielsen Company/Claritas, ULI, ICSC, Streetsense, 2014

TABLE PD-28: Projected Workplace-Based Retail Demand, Trade and Labor (2024)
CATEGORY

TOTAL
EXPENDITURES

RETAIL SALES
PER SF-LOW

TOTAL
DEMAND-LOW
PRODUCTIVITY
(SF)

RETAIL SALES
PER SF-HIGH

TOTAL
DEMAND-HIGH
PRODUCTIVITY
(SF)

NEIGHBORHOOD GOODS &

SERVICES

$1,349,145

$358

603

$412

524

FOOD AND ALCOHOL AWAY FROM

HOME

$1,402,202

$295

1,188

$398

881

GAFO

$765,526

$372

268

$432

231

TOTAL DEMAND BY TRADE AND

LABOR:

2,059

1,636

Source: Nielsen Company/Claritas, ULI, ICSC, Streetsense, 2014

TABLE PD-29: Summary of Workplace-Based Generated Retail Demand (2024)

CATEGORY

TOTAL DEMAND-LOW
PRODUCTIVITY (SF)

TOTAL DEMAND-HIGH
PRODUCTIVITY (SF)

NEIGHBORHOOD GOODS & SERVICES

14,457

12,570

FOOD & BEVERAGES

21,427

15,882

GAFO

5,174

4,458

TOTAL ESTIMATED WORKPLACE-BASED RETAIL DEMAND

41,058

32,909

TABLE PD-30: Retail Demand Generated from Student Population (Bethesda-Chevy Chase High School) (2024)
CATEGORY

TOTAL
EXPENDITURES

RETAIL SALES
PER SF-LOW

TOTAL
DEMAND-LOW
PRODUCTIVITY
(SF)

RETAIL SALES
PER SF-HIGH

TOTAL
DEMAND-HIGH
PRODUCTIVITY
(SF)

NEIGHBORHOOD GOODS &

SERVICES

$364,500

$358

815

$412

708

FOOD AND ALCOHOL AWAY FROM

HOME

$1,275,750

$295

3,892

$398

2,885

GAFO

$486,000

$372

1,046

$432

901

TOTAL DEMAND BY STUDENTS:

5,753

4,494

Source: Nielsen Company/Claritas, ULI, Columbia University, International Journal of Behavioral Nutrition and Physical
Activity, Streetsense, 2014
FINAL DRAFT | OCTOBER 20, 2014

167

TABLE PD-31: Visitor-Based Retail Demand (2024)

CATEGORY

TOTAL
EXPENDITURES

RETAIL SALES
PER SF-LOW

TOTAL
DEMAND-LOW
PRODUCTIVITY
(SF)

RETAIL SALES
PER SF-HIGH

TOTAL
DEMAND-HIGH
PRODUCTIVITY
(SF)

NEIGHBORHOOD GOODS &

SERVICES

$582,785

$358

456

$412

396

FOOD AND ALCOHOL AWAY FROM

HOME

$1,248,825

$295

931

$398

690

GAFO

$999,060

$372

322

$432

278

TOTAL DEMAND GENERATED BY

VISITORS:

1,710

1,364

Source: ULI, Hotels.com, Global Insight, Streetsense, 2014

TABLE PD-32: Summary of Retail Demand Generated by Atypical Sources (2024)

CATEGORY

TOTAL DEMAND-LOW
PRODUCTIVITY (SF)

TOTAL DEMAND-HIGH
PRODUCTIVITY (SF)

NEIGHBORHOOD GOODS & SERVICES

1,270

1,105

FOOD & BEVERAGES

4,823

3,575

GAFO

1,368

1,179

TOTAL ESTIMATED ATYPICAL-SOURCED RETAIL DEMAND

7,462

5,859

Table PD-33: Pearl District Cumulative Retail Demand Potential (2024)

168

CATEGORY

TOTAL DEMAND-LOW
PRODUCTIVITY (SF)

TOTAL DEMAND-HIGH
PRODUCTIVITY (SF)

NEIGHBORHOOD GOODS & SERVICES

19,534

17,019

FOOD & BEVERAGES

31,588

23,206

GAFO

7,829

6,786

TOTAL ESTIMATED RETAIL DEMAND

58,951

47,011

TABLE PD-34: Projected Resident -Generated Retail Demand within Primary Trade Area (2029)
CATEGORY

TOTAL EXPENDITURES

RETAIL SALES
PER SF (LOW)

TOTAL
DEMAND-LOW
PRODUCTIVITY (SF)

RETAIL SALES
PER SF (HIGH)

TOTAL
DEMAND-HIGH
PRODUCTIVITY (SF)

Groceries, Sundries
and Similar

$5,311,678

$498

1,280

$612

1,042

Prepared Foods

$1,332,992

$360

815

$385

762

Alcohol at Home

$1,465,734

$254

577

$310

473

Personal/Household
Care Products and
Services

$2,625,813

$320

1,231

$340

1,158

NG&S SUBTOTAL

$10,736,217

Food Away from Home

$5,612,492

$320

5,262

$460

3,660

Alcohol Away from

Home

$353,803

$270

367

$336

295

F&B SUBTOTAL

$5,966,295

Apparel, Accessories
and Similar

$6,844,260

$315

652

$343

599

Reading Materials,
Music and Similar

$994,275

$290

103

$313

95

Home Furnishings and

Decor and Similar

$3,792,485

$322

236

$380

200

Electronics,
Technology and
Similar

$3,726,670

$560

133

$690

108

GAFO SUBTOTAL

$15,357,690

3,902

3,434

5,629

RESIDENT-GENERATED RETAIL DEMAND (PTA):

3,955

1,123

1,002

10,654

8,391

Source: Nielsen Company/Claritas, ULI, Streetsense, 2014

TABLE PD-35: Projected Resident-Generated Retail Demand within Secondary Trade Area (2029)
CATEGORY

TOTAL EXPENDITURES

RETAIL SALES
PER SF (LOW)

TOTAL
DEMAND-LOW
PRODUCTIVITY (SF)

RETAIL SALES
PER SF (HIGH)

TOTAL
DEMAND-HIGH
PRODUCTIVITY (SF)

Groceries, Sundries
and Similar

$3,332,007

$498

268

$612

218

Prepared Foods

$832,562

$360

116

$385

108

Alcohol at Home

$779,697

$254

77

$310

63

Personal/Household
Care Products and
Services

$1,554,257

$320

146

$340

137

NG&S SUBTOTAL

$6,498,523

Food Away from Home

$3,170,478

$320

594

$460

414

Alcohol Away from

Home

$186,928

$270

35

$336

28

F&B SUBTOTAL

$3,357,406

Apparel, Accessories
and Similar

$3,633,586

$315

231

$343

212

Reading Materials,
Music and Similar

$499,050

$290

34

$313

32

Home Furnishings and

Decor and Similar

$2,148,032

$322

67

$380

57

Electronics,
Technology and
Similar

$2,110,415

$560

38

$690

31

GAFO SUBTOTAL

$8,391,082

606

526

629

RESIDENT-GENERATED RETAIL DEMAND (STA):

441

370

331

1,604

1,298

Source: Nielsen Company/Claritas, ULI, Streetsense, 2014

169
FINAL DRAFT | OCTOBER 20, 2014

TABLE PD-36 : Summary of Resident Generated Retail Demand (2029)

CATEGORY

TOTAL DEMAND-LOW
PRODUCTIVITY (SF)

TOTAL DEMAND-HIGH
PRODUCTIVITY (SF)

NEIGHBORHOOD GOODS & SERVICES

4,508

3,960

FOOD & BEVERAGES

6,258

4,397

GAFO

1,493

1,332

TOTAL ESTIMATED HOUSEHOLD-BASED RETAIL DEMAND

12,259

9,689

TABLE PD-37: Projected Workplace-Based Retail Demand, Executive and Professional (2029)
CATEGORY

TOTAL
EXPENDITURES

RETAIL SALES
PER SF-LOW

TOTAL
DEMAND-LOW
PRODUCTIVITY
(SF)

RETAIL SALES
PER SF-HIGH

TOTAL
DEMAND-HIGH
PRODUCTIVITY
(SF)

NEIGHBORHOOD GOODS & SERVICES

$6,948,712

$358

10,675

$412

9,282

FOOD AND ALCOHOL AWAY FROM

HOME

$7,033,868

$295

15,498

$398

11,487

GAFO

$4,689,245

$372

4,036

$432

3,478

TOTAL DEMAND BY EXEC AND PROF:

Source: Nielsen Company/Claritas, ULI, ICSC, Streetsense, 2014

170

30,210

24,247

TABLE PD-38: Projected Workplace-Based Retail Demand, Administrative/Support/Retail/Government (2029)

CATEGORY

TOTAL
EXPENDITURES

RETAIL SALES
PER SF-LOW

TOTAL
DEMAND-LOW
PRODUCTIVITY
(SF)

RETAIL SALES
PER SF-HIGH

TOTAL
DEMAND-HIGH
PRODUCTIVITY
(SF)

NEIGHBORHOOD GOODS &

SERVICES

$2,017,511

$358

3,269

$412

2,842

FOOD AND ALCOHOL AWAY FROM

HOME

$1,916,174

$295

4,872

$398

3,611

GAFO

$1,197,609

$372

902

$432

777

TOTAL DEMAND BY ADMIN/

SUPPORT/RETAIL/GOVT:

9,042

7,230

Source: Nielsen Company/Claritas, ULI, ICSC, Streetsense, 2014

TABLE PD-39: Projected Workplace-Based Retail Demand, Trade and Labor (2029)
CATEGORY

TOTAL
EXPENDITURES

RETAIL SALES
PER SF-LOW

TOTAL
DEMAND-LOW
PRODUCTIVITY
(SF)

RETAIL SALES
PER SF-HIGH

TOTAL
DEMAND-HIGH
PRODUCTIVITY
(SF)

NEIGHBORHOOD GOODS &

SERVICES

$1,357,916

$358

607

$412

528

FOOD AND ALCOHOL AWAY FROM

HOME

$1,411,318

$295

1,196

$398

887

GAFO

$770,503

$372

269

$432

232

TOTAL DEMAND BY TRADE AND

LABOR:

2,072

1,646

Source: Nielsen Company/Claritas, ULI, ICSC, Streetsense, 2014

TABLE BR-40: Summary of Workplace-Based Generated Retail Demand (2029)

CATEGORY

TOTAL DEMAND-LOW
PRODUCTIVITY (SF)

TOTAL DEMAND-HIGH
PRODUCTIVITY (SF)

NEIGHBORHOOD GOODS & SERVICES

14,551

12,651

FOOD & BEVERAGES

21,566

15,985

GAFO

5,208

4,487

TOTAL ESTIMATED WORKPLACE-BASED RETAIL DEMAND

41,325

33,123

TABLE PD-41: Retail Demand Generated from Student Population (Bethesda-Chevy Chase High School) (2029)
CATEGORY

TOTAL
EXPENDITURES

RETAIL SALES
PER SF-LOW

TOTAL
DEMAND-LOW
PRODUCTIVITY
(SF)

RETAIL SALES
PER SF-HIGH

TOTAL
DEMAND-HIGH
PRODUCTIVITY
(SF)

NEIGHBORHOOD GOODS &

SERVICES

$364,500

$358

815

$412

708

FOOD AND ALCOHOL AWAY FROM

HOME

$1,275,750

$295

3,892

$398

2,885

GAFO

$486,000

$372

1,046

$432

901

TOTAL DEMAND BY STUDENTS:

5,753

4,494

Source: Nielsen Company/Claritas, ULI, Columbia University, International Journal of Behavioral Nutrition and Physical
Activity, Streetsense, 2014
FINAL DRAFT | OCTOBER 20, 2014

171

TABLE PD-42: Visitor-Based Retail Demand (2029)

CATEGORY

TOTAL
EXPENDITURES

RETAIL SALES
PER SF-LOW

TOTAL
DEMAND-LOW
PRODUCTIVITY
(SF)

RETAIL SALES
PER SF-HIGH

TOTAL
DEMAND-HIGH
PRODUCTIVITY
(SF)

NEIGHBORHOOD GOODS &

SERVICES

$582,785

$358

456

$412

396

FOOD AND ALCOHOL AWAY FROM

HOME

$1,248,825

$295

931

$398

690

GAFO

$999,060

$372

322

$432

278

TOTAL DEMAND GENERATED BY

VISITORS:

1,710

1,364

Source: ULI, Hotels.com, Global Insight, Streetsense, 2014

TABLE PD-43: Summary of Retail Demand Generated by Atypical Sources (2029)

CATEGORY

TOTAL DEMAND-LOW
PRODUCTIVITY (SF)

TOTAL DEMAND-HIGH
PRODUCTIVITY (SF)

NEIGHBORHOOD GOODS & SERVICES

1,270

1,105

FOOD & BEVERAGES

4,823

3,575

GAFO

1,368

1,179

TOTAL ESTIMATED ATYPICAL-SOURCED RETAIL DEMAND

7,462

5,859

Table PD-44: Pearl District Cumulative Retail Demand Potential (2029)

172

CATEGORY

TOTAL DEMAND-LOW
PRODUCTIVITY (SF)

TOTAL DEMAND-HIGH
PRODUCTIVITY (SF)

NEIGHBORHOOD GOODS & SERVICES

20,329

17,716

FOOD & BEVERAGES

32,647

23,957

GAFO

8,069

6,998

TOTAL ESTIMATED RETAIL DEMAND

61,046

48,671

TABLE PD-45: Proposed Resident -Generated Retail Demand within Primary Trade Area (2034)
CATEGORY

TOTAL EXPENDITURES

RETAIL SALES
PER SF (LOW)

TOTAL
DEMAND-LOW
PRODUCTIVITY (SF)

RETAIL SALES
PER SF (HIGH)

TOTAL
DEMAND-HIGH
PRODUCTIVITY (SF)

Groceries, Sundries
and Similar

$6,263,376

$498

1,509

$612

1,228
898

Prepared Foods

$1,571,753

$360

961

$385

Alcohol at Home

$1,728,395

$254

680

$310

558

Personal/Household
Care Products and
Services

$3,047,283

$320

1,428

$340

1,344

NG&S SUBTOTAL

$12,610,807

Food Away from Home

$6,513,356

$320

6,106

$460

4,248

Alcohol Away from

Home

$417,138

$270

433

$336

348

F&B SUBTOTAL

$6,930,494

Apparel, Accessories
and Similar

$7,942,835

$315

756

$343

695

Reading Materials,
Music and Similar

$1,153,867

$290

119

$313

111

Home Furnishings and

Decor and Similar

$4,471,962

$322

278

$380

235

Electronics,
Technology and
Similar

$4,394,436

$560

157

$690

127

GAFO SUBTOTAL

$17,963,100

4,579

4,028

6,539

RESIDENT-GENERATED RETAIL DEMAND (PTA):

4,595

1,311

1,168

12,428

9,792

Source: Nielsen Company/Claritas, ULI, Streetsense, 2014

TABLE PD-46: Proposed Resident-Generated Retail Demand within Secondary Trade Area (2034)
CATEGORY

TOTAL EXPENDITURES

RETAIL SALES
PER SF (LOW)

TOTAL
DEMAND-LOW
PRODUCTIVITY (SF)

RETAIL SALES
PER SF (HIGH)

TOTAL
DEMAND-HIGH
PRODUCTIVITY (SF)

Groceries, Sundries
and Similar

$3,806,007

$498

306

$612

249

Prepared Foods

$950,962

$360

132

$385

124

Alcohol at Home

$890,597

$254

88

$310

72

Personal/Household
Care Products and
Services

$1,775,357

$320

166

$340

157

NG&S SUBTOTAL

$7,422,923

Food Away from Home

$3,621,478

$320

679

$460

472

Alcohol Away from

Home

$213,528

$270

40

$336

32

F&B SUBTOTAL

$3,835,006

Apparel, Accessories
and Similar

$3,935,128

$315

250

$343

229

Reading Materials,
Music and Similar

$540,464

$290

37

$313

35

Home Furnishings and

Decor and Similar

$2,453,632

$322

76

$380

65

Electronics,
Technology and
Similar

$2,410,615

$560

43

$690

35

GAFO SUBTOTAL

$9,339,840

692

601

719

RESIDENT-GENERATED RETAIL DEMAND (STA):

504

406

363

1,817

1,468

Source: Nielsen Company/Claritas, ULI, Streetsense, 2014

173
FINAL DRAFT | OCTOBER 20, 2014

TABLE PD-47: Summary of Resident-Generated Retail Demand (2034)

CATEGORY

TOTAL DEMAND-LOW
PRODUCTIVITY (SF)

TOTAL DEMAND-HIGH
PRODUCTIVITY (SF)

NEIGHBORHOOD GOODS & SERVICES

$5,271

$4,629

FOOD & BEVERAGES

$7,257

$5,100

GAFO

$1,717

$1,532

TOTAL ESTIMATED HOUSEHOLD-BASED RETAIL DEMAND

14,245

11,260

TABLE PD-48: Proposed Workplace-Based Retail Demand, Executive and Professional (2034)
CATEGORY

TOTAL
EXPENDITURES

RETAIL SALES
PER SF-LOW

TOTAL
DEMAND-LOW
PRODUCTIVITY
(SF)

RETAIL SALES
PER SF-HIGH

TOTAL
DEMAND-HIGH
PRODUCTIVITY
(SF)

NEIGHBORHOOD GOODS & SERVICES

$6,985,379

$358

10,732

$412

9,331

FOOD AND ALCOHOL AWAY FROM

HOME

$7,070,984

$295

14,382

$398

10,660

GAFO

$4,713,989

$372

4,058

$432

3,496

TOTAL DEMAND BY EXEC AND PROF:

Source: Nielsen Company/Claritas, ULI, ICSC, Streetsense, 2014

174

29,171

23,486

TABLE PD-49: Projected Workplace-Based Retail Demand, Administrative/Support/Retail/Government (2034)

CATEGORY

TOTAL
EXPENDITURES

RETAIL SALES
PER SF-LOW

TOTAL
DEMAND-LOW
PRODUCTIVITY
(SF)

RETAIL SALES
PER SF-HIGH

TOTAL
DEMAND-HIGH
PRODUCTIVITY
(SF)

NEIGHBORHOOD GOODS &

SERVICES

$2,028,157

$358

3,286

$412

2,857

FOOD AND ALCOHOL AWAY FROM

HOME

$1,926,286

$295

4,179

$398

3,098

GAFO

$1,203,929

$372

907

$432

781

TOTAL DEMAND BY ADMIN/

SUPPORT/RETAIL/GOVT:

8,372

6,736

Source: Nielsen Company/Claritas, ULI, ICSC, Streetsense, 2014

TABLE PD-50: Projected Workplace-Based Retail Demand, Trade and Labor (2034)
CATEGORY

TOTAL
EXPENDITURES

RETAIL SALES
PER SF-LOW

TOTAL
DEMAND-LOW
PRODUCTIVITY
(SF)

RETAIL SALES
PER SF-HIGH

TOTAL
DEMAND-HIGH
PRODUCTIVITY
(SF)

NEIGHBORHOOD GOODS &

SERVICES

$1,365,082

$358

610

$412

530

FOOD AND ALCOHOL AWAY FROM

HOME

$1,418,765

$295

1,010

$398

749

GAFO

$774,569

$372

271

$432

233

TOTAL DEMAND BY TRADE AND

LABOR:

1,891

1,512

Source: Nielsen Company/Claritas, ULI, ICSC, Streetsense, 2014

TABLE PD-51: Summary of Workplace-Based Generated Retail Demand (2034)

CATEGORY

TOTAL DEMAND-LOW
PRODUCTIVITY (SF)

TOTAL DEMAND-HIGH
PRODUCTIVITY (SF)

NEIGHBORHOOD GOODS & SERVICES

14,628

12,718

FOOD & BEVERAGES

19,571

14,506

GAFO

5,235

4,510

TOTAL ESTIMATED WORKPLACE-BASED RETAIL DEMAND

39,434

31,735

TABLE PD-52: Retail Demand Generated from Student Population (Bethesda-Chevy Chase High School) (2034)
CATEGORY

TOTAL
EXPENDITURES

RETAIL SALES
PER SF-LOW

TOTAL
DEMAND-LOW
PRODUCTIVITY
(SF)

RETAIL SALES
PER SF-HIGH

TOTAL
DEMAND-HIGH
PRODUCTIVITY
(SF)

NEIGHBORHOOD GOODS &

SERVICES

$364,500

$358

815

$412

708

FOOD AND ALCOHOL AWAY FROM

HOME

$1,275,750

$295

3,892

$398

2,885

GAFO

$486,000

$372

1,046

$432

901

TOTAL DEMAND BY STUDENTS:

5,753

4,494

Source: Nielsen Company/Claritas, ULI, Columbia University, International Journal of Behavioral Nutrition and Physical
Activity, Streetsense, 2014
FINAL DRAFT | OCTOBER 20, 2014

175

TABLE PD-53: Visitor-Based Retail Demand (2034)

CATEGORY

TOTAL
EXPENDITURES

RETAIL SALES
PER SF-LOW

TOTAL
DEMAND-LOW
PRODUCTIVITY
(SF)

RETAIL SALES
PER SF-HIGH

TOTAL
DEMAND-HIGH
PRODUCTIVITY
(SF)

NEIGHBORHOOD GOODS &

SERVICES

$582,785

$358

456

$412

396

FOOD AND ALCOHOL AWAY FROM

HOME

$1,248,825

$295

931

$398

690

GAFO

$999,060

$372

322

$432

278

TOTAL DEMAND GENERATED BY

VISITORS:

1,710

1,364

Source: ULI, Hotels.com, Global Insight, Streetsense, 2014

TABLE PD-54: Summary of Retail Demand Generated by Atypical Sources (2034)

CATEGORY

TOTAL DEMAND-LOW
PRODUCTIVITY (SF)

TOTAL DEMAND-HIGH
PRODUCTIVITY (SF)

NEIGHBORHOOD GOODS & SERVICES

1,270

1,105

FOOD & BEVERAGES

4,823

3,575

GAFO

1,368

1,179

TOTAL ESTIMATED ATYPICAL-SOURCED RETAIL DEMAND

7,462

5,859

Table PD-55: Pearl District Cumulative Retail Demand Potential (2034)

CATEGORY

TOTAL DEMAND-LOW
PRODUCTIVITY (SF)

TOTAL DEMAND-HIGH
PRODUCTIVITY (SF)

NEIGHBORHOOD GOODS & SERVICES

21,169

18,452

FOOD & BEVERAGES

31,652

23,181

GAFO

8,321

7,221

TOTAL ESTIMATED RETAIL DEMAND

53,679

42,995

Table PD-56: Pearl District - Existing and Projected Retail Demand

CATEGORY

EXISTING
DEMAND

2019 DEMAND

2024 DEMAND

2029 DEMAND

NG&S

15,281

16,300

17,019

17,716

18,452

F&B

21,169

22,402

23,206

23,957

23,181

6,212

6,559

6,786

6,998

7,221

42,661

45,261

47,011

48,671

48,853

GAFO
TOTAL ESTIMATED
RETAIL DEMAND:

Source: Nielsen Company/Claritas, ULI, Hotels.com, Global Insight, WMATA, ICSC, BAE, Streetsense, 2014

176

2034 DEMAND

WISCONSIN NORTH RETAIL DISTRICT

TABLE WN-1: Resident -Generated Retail Demand within Primary Trade Area
CATEGORY

TOTAL EXPENDITURES

RETAIL SALES
PER SF (LOW)

TOTAL
DEMAND-LOW
PRODUCTIVITY (SF)

RETAIL SALES
PER SF (HIGH)

TOTAL
DEMAND-HIGH
PRODUCTIVITY (SF)

Groceries, Sundries
and Similar

$9,420,244

$498

8,512

$612

6,927
1,862

Prepared Foods

$2,389,355

$360

1,991

$385

Alcohol at Home

$2,264,335

$254

1,605

$310

1,315

Personal/Household
Care Products and
Services

$4,431,174

$320

3,877

$340

3,649

NG&S SUBTOTAL

$18,505,108

Food Away from Home

$9,211,831

$320

6,333

$460

4,406

Alcohol Away from

Home

$541,509

$270

401

$336

322

F&B SUBTOTAL

$9,753,340

Apparel, Accessories
and Similar

$12,072,909

$315

2,300

$343

2,112

Reading Materials,
Music and Similar

$1,640,173

$290

339

$313

314

Home Furnishings and

Decor and Similar

$5,972,850

$322

1,113

$380

943

Electronics,
Technology and
Similar

$6,006,874

$560

697

$690

566

GAFO SUBTOTAL

$25,692,806

15,985

13,752

6,734

RESIDENT-GENERATED RETAIL DEMAND (PTA):

4,728

4,449

3,935

27,169

22,416

Source: Nielsen Company/Claritas, ULI, Streetsense, 2014

TABLE WN-2: Resident-Generated Retail Demand within Secondary Trade Area

CATEGORY

TOTAL EXPENDITURES

RETAIL SALES
PER SF (LOW)

TOTAL
DEMAND-LOW
PRODUCTIVITY (SF)

RETAIL SALES
PER SF (HIGH)

TOTAL
DEMAND-HIGH
PRODUCTIVITY (SF)

Groceries, Sundries
and Similar

$28,924,934

$498

10,455

$612

8,507

Prepared Foods

$7,281,264

$360

2,427

$385

2,269

Alcohol at Home

$7,085,065

$254

2,789

$310

2,286

Personal/Household
Care Products and
Services

$13,994,524

$320

4,373

$340

4,116

NG&S SUBTOTAL

$57,285,787

Food Away from Home

$28,485,791

$320

7,121

$460

4,954

Alcohol Away from

Home

$1,688,634

$270

500

$336

402

F&B SUBTOTAL

$30,174,425

Apparel, Accessories
and Similar

$39,133,238

$315

5,590

$343

5,134

Reading Materials,
Music and Similar

$5,367,955

$290

740

$313

686

Home Furnishings and

Decor and Similar

$19,883,141

$322

1,852

$380

1,570

Electronics,
Technology and
Similar

$19,421,268

$560

1,561

$690

1,267

GAFO SUBTOTAL

$83,805,602

20,045

17,178

7,622

RESIDENT-GENERATED RETAIL DEMAND (STA):

5,356

9,744

8,656

37,410

31,191

Source: Nielsen Company/Claritas, ULI, Streetsense, 2014

177
FINAL DRAFT | OCTOBER 20, 2014

TABLE WN-3: Resident-Generated Retail Demand within Tertiary Trade Area

CATEGORY

TOTAL EXPENDITURES

RETAIL SALES
PER SF (LOW)

TOTAL
DEMAND-LOW
PRODUCTIVITY (SF)

RETAIL SALES
PER SF (HIGH)

TOTAL
DEMAND-HIGH
PRODUCTIVITY (SF)

Groceries, Sundries
and Similar

$150,240,593

$498

12,068

$612

9,820

$360

2,077

$385

1,942

Prepared Foods

$37,382,204

Alcohol at Home

$34,901,220

$254

2,748

$310

2,252

Personal/Household
Care Products and
Services

$70,691,182

$320

5,523

$340

5,198

NG&S SUBTOTAL

$293,215,199

Food Away from Home

$140,560,345

$320

3,294

$460

2,292

Alcohol Away from

Home

$8,294,229

$270

154

$336

123

F&B SUBTOTAL

$148,854,574

Apparel, Accessories
and Similar

$198,429,221

$315

14,174

$343

13,016

Reading Materials,
Music and Similar

$26,649,740

$290

1,838

$313

1,703

Home Furnishings and

Decor and Similar

$102,449,734

$322

4,773

$380

4,044

Electronics,
Technology and
Similar

$100,051,986

$560

4,467

$690

3,625

GAFO SUBTOTAL

$427,580,681

22,415

19,211

3,448

2,415

25,251

22,388

51,114

44,015

RESIDENT-GENERATED RETAIL DEMAND

(TTA):

Source: Nielsen Company/Claritas, ULI, Streetsense, 2014

TABLE WN-4 : Summary of Resident Generated Retail Demand

CATEGORY

TOTAL DEMAND-LOW
PRODUCTIVITY (SF)

TOTAL DEMAND-HIGH
PRODUCTIVITY (SF)

NEIGHBORHOOD GOODS & SERVICES

58,445

50,142

FOOD & BEVERAGES

17,804

12,499

GAFO

39,444

34,980

TOTAL ESTIMATED HOUSEHOLD-BASED RETAIL DEMAND

115,693

97,621

TABLE WN-5: Workplace-Based Retail Demand, Executive and Professional (PTA)

CATEGORY

TOTAL
EXPENDITURES

RETAIL SALES
PER SF-LOW

TOTAL
DEMAND-LOW
PRODUCTIVITY
(SF)

RETAIL SALES
PER SF-HIGH

TOTAL
DEMAND-HIGH
PRODUCTIVITY
(SF)

NEIGHBORHOOD GOODS & SERVICES

$17,084,592

$358

26,247

$412

22,821

FOOD AND ALCOHOL AWAY FROM

HOME

$17,293,962

$295

35,174

$398

26,071

GAFO

$11,529,308

$372

9,924

$432

8,550

TOTAL DEMAND BY EXEC AND PROF:

Source: Nielsen Company/Claritas, ULI, ICSC, Streetsense, 2014

178

71,346

57,442

TABLE WN-6: Workplace-Based Retail Demand, Administrative/Support/Retail/Government (PTA)

CATEGORY

TOTAL
EXPENDITURES

RETAIL SALES
PER SF-LOW

TOTAL
DEMAND-LOW
PRODUCTIVITY
(SF)

RETAIL SALES
PER SF-HIGH

TOTAL
DEMAND-HIGH
PRODUCTIVITY
(SF)

NEIGHBORHOOD GOODS &

SERVICES

$3,396,690

$358

5,503

$412

4,785

FOOD AND ALCOHOL AWAY FROM

HOME

$3,226,080

$295

6,999

$398

5,188

GAFO

$2,016,300

$372

1,519

$432

1,308

TOTAL DEMAND BY ADMIN/

SUPPORT/RETAIL/GOVT:

14,021

11,281

Source: Nielsen Company/Claritas, ULI, ICSC, Streetsense, 2014

TABLE WN-7: Workplace-Based Retail Demand, Trade and Labor (PTA)

CATEGORY

TOTAL
EXPENDITURES

RETAIL SALES
PER SF-LOW

TOTAL
DEMAND-LOW
PRODUCTIVITY
(SF)

RETAIL SALES
PER SF-HIGH

TOTAL
DEMAND-HIGH
PRODUCTIVITY
(SF)

NEIGHBORHOOD GOODS &

SERVICES

$623,000

$358

278

$412

242

FOOD AND ALCOHOL AWAY FROM

HOME

$647,500

$295

461

$398

342

GAFO

$353,500

$372

124

$432

107

TOTAL DEMAND BY TRADE AND

LABOR:

863

690

Source: Nielsen Company/Claritas, ULI, ICSC, Streetsense, 2014

TABLE WN-8: Summary of Workplace-Based Generated Retail Demand (PTA)

CATEGORY

TOTAL DEMAND-LOW
PRODUCTIVITY (SF)

TOTAL DEMAND-HIGH
PRODUCTIVITY (SF)

NEIGHBORHOOD GOODS & SERVICES

32,029

27,848

FOOD & BEVERAGES

42,634

31,601

GAFO

11,567

9,965

TOTAL ESTIMATED WORKPLACE-BASED RETAIL DEMAND

86,229

69,413

179
FINAL DRAFT | OCTOBER 20, 2014

TABLE WN-9: Projected Retail Demand Generated by Commuters

CATEGORY

TOTAL
EXPENDITURES

RETAIL SALES
PER SF-LOW

TOTAL
DEMAND-LOW
PRODUCTIVITY
(SF)

RETAIL SALES
PER SF-HIGH

TOTAL
DEMAND-HIGH
PRODUCTIVITY
(SF)

NEIGHBORHOOD GOODS &

SERVICES

$908,515

$358

2,538

$412

2,206

FOOD AND ALCOHOL AWAY FROM

HOME

$77,985

$295

264

$398

196

GAFO

$169,618

$372

456

$432

393

TOTAL DEMAND GENERATED BY

COMMUTERS:

3,258

2,796

Source: Nielsen Company/Claritas, ULI, Streetsense, 2014

TABLE WN-10: Visitor-Based Retail Demand

CATEGORY

TOTAL
EXPENDITURES

RETAIL SALES
PER SF-LOW

TOTAL
DEMAND-LOW
PRODUCTIVITY
(SF)

RETAIL SALES
PER SF-HIGH

TOTAL
DEMAND-HIGH
PRODUCTIVITY
(SF)

NEIGHBORHOOD GOODS &

SERVICES

$728,483

$358

1,221

$412

1,062

FOOD AND ALCOHOL AWAY FROM

HOME

$1,561,035

$295

1,852

$398

1,373

GAFO

$1,248,828

$372

403

$432

347

TOTAL DEMAND GENERATED BY

VISITORS:

3,476

2,782

Source: ULI, Hotels.com, Global Insight, Streetsense, 2014

TABLE WN-11: Summary of Retail Demand Generated by Atypical Sources

CATEGORY

TOTAL DEMAND-LOW
PRODUCTIVITY (SF)

TOTAL DEMAND-HIGH
PRODUCTIVITY (SF)

NEIGHBORHOOD GOODS & SERVICES

3,759

3,268

FOOD & BEVERAGES

2,116

1,569

GAFO

859

740

TOTAL ESTIMATED ATYPICAL-SOURCED RETAIL DEMAND

6,734

5,577

Table WN-12: Wisconsin North Cumulative Retail Demand Potential (2014)

180

CATEGORY

TOTAL DEMAND-LOW
PRODUCTIVITY (SF)

TOTAL DEMAND-HIGH
PRODUCTIVITY (SF)

NEIGHBORHOOD GOODS & SERVICES

94,232

81,258

FOOD & BEVERAGES

62,554

45,669

GAFO

51,870

45,686

TOTAL ESTIMATED RETAIL DEMAND

208,657

172,612

TABLE WN-13: Projected Resident -Generated Retail Demand within Primary Trade Area (2019)
CATEGORY

TOTAL EXPENDITURES

RETAIL SALES
PER SF (LOW)

TOTAL
DEMAND-LOW
PRODUCTIVITY (SF)

RETAIL SALES
PER SF (HIGH)

TOTAL
DEMAND-HIGH
PRODUCTIVITY (SF)

Groceries, Sundries
and Similar

$9,625,240

$498

8,698

$612

7,077
1,902

Prepared Foods

$2,441,363

$360

2,034

$385

Alcohol at Home

$2,313,615

$254

1,640

$310

1,343

Personal/Household
Care Products and
Services

$4,527,578

$320

3,962

$340

3,729

NG&S SUBTOTAL

$18,907,796

Food Away from Home

$9,412,295

$320

6,471

$460

4,502

Alcohol Away from

Home

$553,301

$270

410

$336

329

F&B SUBTOTAL

$9,965,596

Apparel, Accessories
and Similar

$12,335,633

$315

2,350

$343

2,158

Reading Materials,
Music and Similar

$1,675,857

$290

347

$313

321

Home Furnishings and

Decor and Similar

$6,102,826

$322

1,137

$380

964

Electronics,
Technology and
Similar

$6,137,598

$560

712

$690

578

GAFO SUBTOTAL

$26,251,914

16,333

14,052

6,881

RESIDENT-GENERATED RETAIL DEMAND (PTA):

4,831

4,546

4,021

27,760

22,903

Source: Nielsen Company/Claritas, ULI, Streetsense, 2014

TABLE WN-14: Resident-Generated Retail Demand within Secondary Trade Area (2019)
CATEGORY

TOTAL EXPENDITURES

RETAIL SALES
PER SF (LOW)

TOTAL
DEMAND-LOW
PRODUCTIVITY (SF)

RETAIL SALES
PER SF (HIGH)

TOTAL
DEMAND-HIGH
PRODUCTIVITY (SF)

Groceries, Sundries
and Similar

$30,611,910

$498

11,065

$612

9,004

Prepared Foods

$7,706,104

$360

2,569

$385

2,402

Alcohol at Home

$7,498,209

$254

2,952

$310

2,419

Personal/Household
Care Products and
Services

$14,810,492

$320

4,628

$340

4,356

NG&S SUBTOTAL

$60,626,715

Food Away from Home

$30,147,311

$320

7,537

$460

5,243

Alcohol Away from

Home

$1,787,018

$270

529

$336

425

F&B SUBTOTAL

$31,934,329

Apparel, Accessories
and Similar

$41,415,678

$315

5,917

$343

5,434

Reading Materials,
Music and Similar

$5,680,995

$290

784

$313

726

Home Furnishings and

Decor and Similar

$21,043,109

$322

1,961

$380

1,661

Electronics,
Technology and
Similar

$20,554,060

$560

1,652

$690

1,340

GAFO SUBTOTAL

$88,693,842

21,214

18,180

8,066

RESIDENT-GENERATED RETAIL DEMAND (STA):

5,668

10,312

9,161

39,592

33,010

Source: Nielsen Company/Claritas, ULI, Streetsense, 2014

181
FINAL DRAFT | OCTOBER 20, 2014

TABLE WN-15: Projected Resident-Generated Retail Demand within Tertiary Trade Area (2019)
CATEGORY

TOTAL EXPENDITURES

RETAIL SALES
PER SF (LOW)

TOTAL
DEMAND-LOW
PRODUCTIVITY (SF)

RETAIL SALES
PER SF (HIGH)

TOTAL
DEMAND-HIGH
PRODUCTIVITY (SF)

Groceries, Sundries
and Similar

$157,752,623

$498

12,671

$612

10,311

$360

2,181

$385

2,039

Prepared Foods

$39,251,314

Alcohol at Home

$36,646,281

$254

2,886

$310

2,364

Personal/Household
Care Products and
Services

$74,225,741

$320

5,799

$340

5,458

NG&S SUBTOTAL

$307,875,959

Food Away from Home

$147,588,362

$320

3,459

$460

2,406

Alcohol Away from

Home

$8,708,940

$270

161

$336

130

F&B SUBTOTAL

$156,297,303

Apparel, Accessories
and Similar

$208,350,682

$315

14,882

$343

13,667

Reading Materials,
Music and Similar

$27,982,227

$290

1,930

$313

1,788

Home Furnishings and

Decor and Similar

$107,572,221

$322

5,011

$380

4,246

Electronics,
Technology and
Similar

$105,054,585

$560

4,690

$690

3,806

GAFO SUBTOTAL

$448,959,715

23,536

20,172

3,620

RESIDENT-GENERATED RETAIL DEMAND

(TTA):

2,536

26,513

23,508

53,669

46,216

Source: Nielsen Company/Claritas, ULI, Streetsense, 2014

TABLE WN-16 : Summary of Projected Resident-Generated Retail Demand (2019)

CATEGORY

TOTAL DEMAND-LOW
PRODUCTIVITY (SF)

TOTAL DEMAND-HIGH
PRODUCTIVITY (SF)

NEIGHBORHOOD GOODS & SERVICES

61,083

52,404

FOOD & BEVERAGES

18,567

13,035

GAFO

41,371

36,690

TOTAL ESTIMATED HOUSEHOLD-BASED RETAIL DEMAND

121,022

102,129

TABLE WN-17: Projected Workplace-Based Retail Demand, Executive and Professional (2019)
CATEGORY

TOTAL
EXPENDITURES

RETAIL SALES
PER SF-LOW

TOTAL
DEMAND-LOW
PRODUCTIVITY
(SF)

RETAIL SALES
PER SF-HIGH

TOTAL
DEMAND-HIGH
PRODUCTIVITY
(SF)

NEIGHBORHOOD GOODS & SERVICES

$18,204,332

$358

27,968

$412

24,317

FOOD AND ALCOHOL AWAY FROM

HOME

$18,427,425

$295

37,480

$398

27,780

GAFO

$12,284,950

$372

10,575

$432

9,111

TOTAL DEMAND BY EXEC AND PROF:

Source: Nielsen Company/Claritas, ULI, ICSC, Streetsense, 2014

182

76,022

61,207

TABLE WN-18: Projected Workplace-Based Retail Demand, Administrative/Support/Retail/Government (2019)

CATEGORY

TOTAL
EXPENDITURES

RETAIL SALES
PER SF-LOW

TOTAL
DEMAND-LOW
PRODUCTIVITY
(SF)

RETAIL SALES
PER SF-HIGH

TOTAL
DEMAND-HIGH
PRODUCTIVITY
(SF)

NEIGHBORHOOD GOODS &

SERVICES

$3,619,312

$358

5,864

$412

5,098

FOOD AND ALCOHOL AWAY FROM

HOME

$3,437,520

$295

7,458

$398

5,528

GAFO

$2,148,450

$372

1,618

$432

1,394

TOTAL DEMAND BY ADMIN/

SUPPORT/RETAIL/GOVT:

14,940

12,020

Source: Nielsen Company/Claritas, ULI, ICSC, Streetsense, 2014

TABLE WN-19: Projected Workplace-Based Retail Demand, Trade and Labor (2019)
CATEGORY

TOTAL
EXPENDITURES

RETAIL SALES
PER SF-LOW

TOTAL
DEMAND-LOW
PRODUCTIVITY
(SF)

RETAIL SALES
PER SF-HIGH

TOTAL
DEMAND-HIGH
PRODUCTIVITY
(SF)

NEIGHBORHOOD GOODS &

SERVICES

$663,832

$358

297

$412

258

FOOD AND ALCOHOL AWAY FROM

HOME

$689,938

$295

491

$398

364

GAFO

$376,669

$372

132

$432

113

TOTAL DEMAND BY TRADE AND

LABOR:

920

735

Source: Nielsen Company/Claritas, ULI, ICSC, Streetsense, 2014

TABLE WN-20: Summary of Workplace-Based Generated Retail Demand (2019)

CATEGORY

TOTAL DEMAND-LOW
PRODUCTIVITY (SF)

TOTAL DEMAND-HIGH
PRODUCTIVITY (SF)

NEIGHBORHOOD GOODS & SERVICES

34,128

29,673

FOOD & BEVERAGES

45,428

33,672

GAFO

12,325

10,618

TOTAL ESTIMATED WORKPLACE-BASED RETAIL DEMAND

91,881

73,963

183
FINAL DRAFT | OCTOBER 20, 2014

TABLE WN-21: Projected Retail Demand Generated by Commuters (2019)

CATEGORY

TOTAL
EXPENDITURES

RETAIL SALES
PER SF-LOW

TOTAL
DEMAND-LOW
PRODUCTIVITY
(SF)

RETAIL SALES
PER SF-HIGH

TOTAL
DEMAND-HIGH
PRODUCTIVITY
(SF)

NEIGHBORHOOD GOODS &

SERVICES

$908,515

$358

2,538

$412

2,206

FOOD AND ALCOHOL AWAY FROM

HOME

$77,985

$295

264

$398

196

GAFO

$169,618

$372

456

$432

393

TOTAL DEMAND GENERATED BY

COMMUTERS:

$1,156,118

3,258

2,796

Source: Nielsen Company/Claritas, ULI, Streetsense, 2014

TABLE WN-22: Visitor-Based Retail Demand (2019)

CATEGORY

TOTAL
EXPENDITURES

RETAIL SALES
PER SF-LOW

TOTAL
DEMAND-LOW
PRODUCTIVITY
(SF)

RETAIL SALES
PER SF-HIGH

TOTAL
DEMAND-HIGH
PRODUCTIVITY
(SF)

NEIGHBORHOOD GOODS &

SERVICES

$728,483

$358

1,221

$412

1,062

FOOD AND ALCOHOL AWAY FROM

HOME

$1,561,035

$295

1,852

$398

1,373

GAFO

$1,248,828

$372

403

$432

347

TOTAL DEMAND GENERATED BY

VISITORS:

3,476

2,782

Source: ULI, Hotels.com, Global Insight, Streetsense, 2014

TABLE WN-23: Summary of Retail Demand Generated by Atypical Sources (2019)

CATEGORY

TOTAL DEMAND-LOW
PRODUCTIVITY (SF)

TOTAL DEMAND-HIGH
PRODUCTIVITY (SF)

NEIGHBORHOOD GOODS & SERVICES

3,759

3,268

FOOD & BEVERAGES

2,116

1,569

GAFO

859

740

TOTAL ESTIMATED ATYPICAL-SOURCED RETAIL DEMAND

6,734

5,577

Table WN-24: Wisconsin North Cumulative Retail Demand Potential (2019)

184

CATEGORY

TOTAL DEMAND-LOW
PRODUCTIVITY (SF)

TOTAL DEMAND-HIGH
PRODUCTIVITY (SF)

NEIGHBORHOOD GOODS & SERVICES

98,969

85,345

FOOD & BEVERAGES

66,112

48,276

GAFO

54,555

48,049

TOTAL ESTIMATED RETAIL DEMAND

219,637

181,669

TABLE WN-25: Projected Resident -Generated Retail Demand within Primary Trade Area (2024)
CATEGORY

TOTAL EXPENDITURES

RETAIL SALES
PER SF (LOW)

TOTAL
DEMAND-LOW
PRODUCTIVITY (SF)

RETAIL SALES
PER SF (HIGH)

TOTAL
DEMAND-HIGH
PRODUCTIVITY (SF)

Groceries, Sundries
and Similar

$10,011,937

$498

9,047

$612

7,362
1,979

Prepared Foods

$2,539,469

$360

2,116

$385

Alcohol at Home

$2,406,575

$254

1,705

$310

1,397

Personal/Household
Care Products and
Services

$4,709,431

$320

4,121

$340

3,878

NG&S SUBTOTAL

$19,667,412

Food Away from Home

$9,790,443

$320

6,731

$460

4,682

Alcohol Away from

Home

$575,545

$270

426

$336

343

F&B SUBTOTAL

$10,365,988

Apparel, Accessories
and Similar

$12,831,226

$315

2,444

$343

2,245

Reading Materials,
Music and Similar

$1,743,170

$290

361

$313

334

Home Furnishings and

Decor and Similar

$6,348,008

$322

1,183

$380

1,002

Electronics,
Technology and
Similar

$6,384,191

$560

741

$690

601

GAFO SUBTOTAL

$27,306,595

16,989

14,616

7,157

RESIDENT-GENERATED RETAIL DEMAND (PTA):

5,025

4,729

4,182

28,875

23,824

Source: Nielsen Company/Claritas, ULI, Streetsense, 2014

TABLE WN-26: Projected Resident-Generated Retail Demand within Secondary Trade Area (2024)
CATEGORY

TOTAL EXPENDITURES

RETAIL SALES
PER SF (LOW)

TOTAL
DEMAND-LOW
PRODUCTIVITY (SF)

RETAIL SALES
PER SF (HIGH)

TOTAL
DEMAND-HIGH
PRODUCTIVITY (SF)

Groceries, Sundries
and Similar

$33,809,318

$498

12,220

$612

9,944

Prepared Foods

$8,511,324

$360

2,837

$385

2,653

Alcohol at Home

$8,281,261

$254

3,260

$310

2,671

Personal/Household
Care Products and
Services

$16,357,036

$320

5,112

$340

4,811

NG&S SUBTOTAL

$66,958,939

Food Away from Home

$33,296,471

$320

8,324

$460

5,791

Alcohol Away from

Home

$1,973,490

$270

585

$336

470

F&B SUBTOTAL

$35,269,961

Apparel, Accessories
and Similar

$45,741,698

$315

6,535

$343

6,001

Reading Materials,
Music and Similar

$6,274,315

$290

865

$313

802

Home Furnishings and

Decor and Similar

$23,241,653

$322

2,165

$380

1,835

Electronics,
Technology and
Similar

$22,701,096

$560

1,824

$690

1,481

GAFO SUBTOTAL

$97,958,762

23,429

20,079

8,909

RESIDENT-GENERATED RETAIL DEMAND (STA):

6,261

11,390

10,118

43,728

36,458

Source: Nielsen Company/Claritas, ULI, Streetsense, 2014

185
FINAL DRAFT | OCTOBER 20, 2014

TABLE WN-27: Projected Resident-Generated Retail Demand within Tertiary Trade Area (2024)
CATEGORY

TOTAL EXPENDITURES

RETAIL SALES
PER SF (LOW)

TOTAL
DEMAND-LOW
PRODUCTIVITY (SF)

RETAIL SALES
PER SF (HIGH)

TOTAL
DEMAND-HIGH
PRODUCTIVITY (SF)

Groceries, Sundries
and Similar

$166,767,058

$498

13,395

$612

10,900

$360

2,305

$385

2,156

Prepared Foods

$41,494,246

Alcohol at Home

$38,740,354

$254

3,050

$310

2,499

Personal/Household
Care Products and
Services

$78,467,212

$320

6,130

$340

5,770

NG&S SUBTOTAL

$325,468,871

Food Away from Home

$156,021,983

$320

3,657

$460

2,544

Alcohol Away from

Home

$9,206,594

$270

170

$336

137

F&B SUBTOTAL

$165,228,577

Apparel, Accessories
and Similar

$220,256,435

$315

15,733

$343

14,448

Reading Materials,
Music and Similar

$29,581,211

$290

2,040

$313

1,890

Home Furnishings and

Decor and Similar

$113,719,205

$322

5,297

$380

4,489

Electronics,
Technology and
Similar

$111,057,704

$560

4,958

$690

4,024

GAFO SUBTOTAL

$474,614,556

24,881

21,324

3,827

RESIDENT-GENERATED RETAIL DEMAND

(TTA):

2,681

28,028

24,851

56,736

48,856

Source: Nielsen Company/Claritas, ULI, Streetsense, 2014

TABLE WN-28: Summary of Resident-Generated Retail Demand (2024)

CATEGORY

TOTAL DEMAND-LOW
PRODUCTIVITY (SF)

TOTAL DEMAND-HIGH
PRODUCTIVITY (SF)

NEIGHBORHOOD GOODS & SERVICES

65,299

56,020

FOOD & BEVERAGES

19,893

13,966

GAFO

44,146

39,152

TOTAL ESTIMATED HOUSEHOLD-BASED RETAIL DEMAND

129,339

109,138

TABLE WN-29: Projected Workplace-Based Retail Demand, Executive and Professional (2024)
CATEGORY

TOTAL
EXPENDITURES

RETAIL SALES
PER SF-LOW

TOTAL
DEMAND-LOW
PRODUCTIVITY
(SF)

RETAIL SALES
PER SF-HIGH

TOTAL
DEMAND-HIGH
PRODUCTIVITY
(SF)

NEIGHBORHOOD GOODS & SERVICES

$18,538,600

$358

28,481

$412

24,763

FOOD AND ALCOHOL AWAY FROM

HOME

$18,765,789

$295

38,168

$398

28,290

GAFO

$12,510,526

$372

10,769

$432

9,278

TOTAL DEMAND BY EXEC AND PROF:

Source: Nielsen Company/Claritas, ULI, ICSC, Streetsense, 2014

186

77,418

62,331

TABLE WN-30: Projected Workplace-Based Retail Demand, Administrative/Support/Retail/Government (2024)

CATEGORY

TOTAL
EXPENDITURES

RETAIL SALES
PER SF-LOW

TOTAL
DEMAND-LOW
PRODUCTIVITY
(SF)

RETAIL SALES
PER SF-HIGH

TOTAL
DEMAND-HIGH
PRODUCTIVITY
(SF)

NEIGHBORHOOD GOODS &

SERVICES

$3,685,770

$358

5,971

$412

5,192

FOOD AND ALCOHOL AWAY FROM

HOME

$3,500,640

$295

7,595

$398

5,629

GAFO

$2,187,900

$372

1,648

$432

1,420

TOTAL DEMAND BY ADMIN/

SUPPORT/RETAIL/GOVT:

15,214

12,241

Source: Nielsen Company/Claritas, ULI, ICSC, Streetsense, 2014

TABLE WN-31: Projected Workplace-Based Retail Demand, Trade and Labor (2024)
CATEGORY

TOTAL
EXPENDITURES

RETAIL SALES
PER SF-LOW

TOTAL
DEMAND-LOW
PRODUCTIVITY
(SF)

RETAIL SALES
PER SF-HIGH

TOTAL
DEMAND-HIGH
PRODUCTIVITY
(SF)

NEIGHBORHOOD GOODS &

SERVICES

$676,021

$358

302

$412

263

FOOD AND ALCOHOL AWAY FROM

HOME

$702,606

$295

500

$398

371

GAFO

$383,585

$372

134

$432

116

TOTAL DEMAND BY TRADE AND

LABOR:

936

749

Source: Nielsen Company/Claritas, ULI, ICSC, Streetsense, 2014

TABLE WN-32: Summary of Workplace-Based Generated Retail Demand (2024)

CATEGORY

TOTAL DEMAND-LOW
PRODUCTIVITY (SF)

TOTAL DEMAND-HIGH
PRODUCTIVITY (SF)

NEIGHBORHOOD GOODS & SERVICES

34,755

30,218

FOOD & BEVERAGES

46,262

34,290

GAFO

12,551

10,813

TOTAL ESTIMATED WORKPLACE-BASED RETAIL DEMAND

93,568

75,321

187
FINAL DRAFT | OCTOBER 20, 2014

TABLE WN-33: Projected Retail Demand Generated by Commuters (2024)

CATEGORY

TOTAL
EXPENDITURES

RETAIL SALES
PER SF-LOW

TOTAL
DEMAND-LOW
PRODUCTIVITY
(SF)

RETAIL SALES
PER SF-HIGH

TOTAL
DEMAND-HIGH
PRODUCTIVITY
(SF)

NEIGHBORHOOD GOODS &

SERVICES

$1,117,947

$358

3,123

$412

2,715

FOOD AND ALCOHOL AWAY FROM

HOME

$98,045

$295

332

$398

246

GAFO

$197,512

$372

531

$432

458

TOTAL DEMAND GENERATED BY

COMMUTERS:

$1,413,504

3,986

3,419

Source: Nielsen Company/Claritas, ULI, Streetsense, 2014

TABLE WN-34: Visitor-Based Retail Demand (2024)

CATEGORY

TOTAL
EXPENDITURES

RETAIL SALES
PER SF-LOW

TOTAL
DEMAND-LOW
PRODUCTIVITY
(SF)

RETAIL SALES
PER SF-HIGH

TOTAL
DEMAND-HIGH
PRODUCTIVITY
(SF)

NEIGHBORHOOD GOODS &

SERVICES

$730,583

$358

1,224

$412

1,065

FOOD AND ALCOHOL AWAY FROM

HOME

$1,565,535

$295

1,857

$398

1,377

GAFO

$1,252,428

$372

404

$432

348

TOTAL DEMAND GENERATED BY

VISITORS:

3,486

2,790

Source: ULI, Hotels.com, Global Insight, Streetsense, 2014

TABLE WN-35: Summary of Retail Demand Generated by Atypical Sources (2024)

CATEGORY

TOTAL DEMAND-LOW
PRODUCTIVITY (SF)

TOTAL DEMAND-HIGH
PRODUCTIVITY (SF)

NEIGHBORHOOD GOODS & SERVICES

4,347

3,780

FOOD & BEVERAGES

2,190

1,623

GAFO

936

806

TOTAL ESTIMATED ATYPICAL-SOURCED RETAIL DEMAND

7,473

6,209

Table WN-36: Wisconsin North Cumulative Retail Demand Potential (2024)

188

CATEGORY

TOTAL DEMAND-LOW
PRODUCTIVITY (SF)

TOTAL DEMAND-HIGH
PRODUCTIVITY (SF)

NEIGHBORHOOD GOODS & SERVICES

103,177

88,953

FOOD & BEVERAGES

66,488

48,503

GAFO

57,229

50,423

TOTAL ESTIMATED RETAIL DEMAND

226,894

187,878

TABLE WN-37: Projected Resident -Generated Retail Demand within Primary Trade Area (2029)
CATEGORY

TOTAL EXPENDITURES

RETAIL SALES
PER SF (LOW)

TOTAL
DEMAND-LOW
PRODUCTIVITY (SF)

RETAIL SALES
PER SF (HIGH)

TOTAL
DEMAND-HIGH
PRODUCTIVITY (SF)

Groceries, Sundries
and Similar

$10,496,473

$498

9,485

$612

7,718
2,075

Prepared Foods

$2,662,397

$360

2,219

$385

Alcohol at Home

$2,523,055

$254

1,788

$310

1,465

Personal/Household
Care Products and
Services

$4,937,295

$320

4,320

$340

4,066

NG&S SUBTOTAL

$20,619,220

Food Away from Home

$10,264,267

$320

7,057

$460

4,909

Alcohol Away from

Home

$603,417

$270

447

$336

359

F&B SUBTOTAL

$10,867,684

Apparel, Accessories
and Similar

$13,452,210

$315

2,562

$343

2,353

Reading Materials,
Music and Similar

$1,827,514

$290

378

$313

350

Home Furnishings and

Decor and Similar

$6,655,224

$322

1,240

$380

1,051

Electronics,
Technology and
Similar

$6,693,175

$560

777

$690

631

GAFO SUBTOTAL

$28,628,123

17,812

15,324

7,504

RESIDENT-GENERATED RETAIL DEMAND (PTA):

5,268

4,957

4,385

30,273

24,977

Source: Nielsen Company/Claritas, ULI, Streetsense, 2014

TABLE WN-38: Projected Resident-Generated Retail Demand within Secondary Trade Area (2029)
CATEGORY

TOTAL EXPENDITURES

RETAIL SALES
PER SF (LOW)

TOTAL
DEMAND-LOW
PRODUCTIVITY (SF)

RETAIL SALES
PER SF (HIGH)

TOTAL
DEMAND-HIGH
PRODUCTIVITY (SF)

Groceries, Sundries
and Similar

$37,801,174

$498

13,663

$612

11,118

Prepared Foods

$9,516,614

$360

3,172

$385

2,966

Alcohol at Home

$9,258,875

$254

3,645

$310

2,987

Personal/Household
Care Products and
Services

$18,287,844

$320

5,715

$340

5,379

NG&S SUBTOTAL

$74,864,507

Food Away from Home

$37,228,091

$320

9,307

$460

6,474

Alcohol Away from

Home

$2,206,294

$270

654

$336

525

F&B SUBTOTAL

$39,434,385

Apparel, Accessories
and Similar

$51,142,588

$315

7,306

$343

6,710

Reading Materials,
Music and Similar

$7,015,055

$290

968

$313

896

Home Furnishings and

Decor and Similar

$25,986,461

$322

2,421

$380

2,052

Electronics,
Technology and
Similar

$25,381,598

$560

2,040

$690

1,655

GAFO SUBTOTAL

$109,525,702

26,195

22,450

9,961

RESIDENT-GENERATED RETAIL DEMAND (STA):

7,000

12,734

11,313

48,891

40,763

Source: Nielsen Company/Claritas, ULI, Streetsense, 2014

189
FINAL DRAFT | OCTOBER 20, 2014

TABLE WN-39: Projected Resident-Generated Retail Demand within Tertiary Trade Area (2029)
CATEGORY

TOTAL EXPENDITURES

RETAIL SALES
PER SF (LOW)

TOTAL
DEMAND-LOW
PRODUCTIVITY (SF)

RETAIL SALES
PER SF (HIGH)

TOTAL
DEMAND-HIGH
PRODUCTIVITY (SF)

Groceries, Sundries
and Similar

$172,776,682

$498

13,878

$612

11,293

$360

2,388

$385

2,233

Prepared Foods

$42,989,535

Alcohol at Home

$40,136,403

$254

3,160

$310

2,589

Personal/Household
Care Products and
Services

$81,294,859

$320

6,351

$340

5,978

NG&S SUBTOTAL

$337,197,479

Food Away from Home

$161,644,397

$320

3,789

$460

2,636

Alcohol Away from

Home

$9,538,363

$270

177

$336

142

F&B SUBTOTAL

$171,182,760

Apparel, Accessories
and Similar

$228,193,604

$315

16,300

$343

14,969

Reading Materials,
Music and Similar

$30,647,201

$290

2,114

$313

1,958

Home Furnishings and

Decor and Similar

$117,817,194

$322

5,488

$380

4,651

Electronics,
Technology and
Similar

$115,059,784

$560

5,137

$690

4,169

GAFO SUBTOTAL

$491,717,783

25,777

22,093

3,965

RESIDENT-GENERATED RETAIL DEMAND

(TTA):

2,777

29,038

25,747

58,781

50,617

Source: Nielsen Company/Claritas, ULI, Streetsense, 2014

TABLE WN-40: Summary of Resident Generated Retail Demand (2029)

CATEGORY

TOTAL DEMAND-LOW
PRODUCTIVITY (SF)

TOTAL DEMAND-HIGH
PRODUCTIVITY (SF)

NEIGHBORHOOD GOODS & SERVICES

69,784

59,866

FOOD & BEVERAGES

21,430

15,045

GAFO

46,730

41,445

TOTAL ESTIMATED HOUSEHOLD-BASED RETAIL DEMAND

137,944

116,356

TABLE WN-41: Projected Workplace-Based Retail Demand, Executive and Professional (2029)
CATEGORY

TOTAL
EXPENDITURES

RETAIL SALES
PER SF-LOW

TOTAL
DEMAND-LOW
PRODUCTIVITY
(SF)

RETAIL SALES
PER SF-HIGH

TOTAL
DEMAND-HIGH
PRODUCTIVITY
(SF)

NEIGHBORHOOD GOODS & SERVICES

$18,659,124

$358

28,666

$412

24,924

FOOD AND ALCOHOL AWAY FROM

HOME

$18,887,789

$295

38,416

$398

28,474

GAFO

$12,591,860

$372

10,839

$432

9,338

TOTAL DEMAND BY EXEC AND PROF:

Source: Nielsen Company/Claritas, ULI, ICSC, Streetsense, 2014

190

77,921

62,736

TABLE WN-42: Projected Workplace-Based Retail Demand, Administrative/Support/Retail/Government (2029)

CATEGORY

TOTAL
EXPENDITURES

RETAIL SALES
PER SF-LOW

TOTAL
DEMAND-LOW
PRODUCTIVITY
(SF)

RETAIL SALES
PER SF-HIGH

TOTAL
DEMAND-HIGH
PRODUCTIVITY
(SF)

NEIGHBORHOOD GOODS &

SERVICES

$3,709,732

$358

6,010

$412

5,226

FOOD AND ALCOHOL AWAY FROM

HOME

$3,523,398

$295

7,644

$398

5,666

GAFO

$2,202,124

$372

1,659

$432

1,429

TOTAL DEMAND BY ADMIN/

SUPPORT/RETAIL/GOVT:

15,313

12,320

Source: Nielsen Company/Claritas, ULI, ICSC, Streetsense, 2014

TABLE WN-43: Projected Workplace-Based Retail Demand, Trade and Labor 2029)
CATEGORY

TOTAL
EXPENDITURES

RETAIL SALES
PER SF-LOW

TOTAL
DEMAND-LOW
PRODUCTIVITY
(SF)

RETAIL SALES
PER SF-HIGH

TOTAL
DEMAND-HIGH
PRODUCTIVITY
(SF)

NEIGHBORHOOD GOODS &

SERVICES

$680,416

$358

304

$412

264

FOOD AND ALCOHOL AWAY FROM

HOME

$707,174

$295

503

$398

373

GAFO

$386,079

$372

135

$432

116

TOTAL DEMAND BY TRADE AND

LABOR:

943

754

Source: Nielsen Company/Claritas, ULI, ICSC, Streetsense, 2014

TABLE WN-44: Summary of Workplace-Based Generated Retail Demand (2029)

CATEGORY

TOTAL DEMAND-LOW
PRODUCTIVITY (SF)

TOTAL DEMAND-HIGH
PRODUCTIVITY (SF)

NEIGHBORHOOD GOODS & SERVICES

34,981

30,414

FOOD & BEVERAGES

46,563

34,513

GAFO

12,633

10,883

TOTAL ESTIMATED WORKPLACE-BASED RETAIL DEMAND

94,176

75,810

191
FINAL DRAFT | OCTOBER 20, 2014

TABLE WN-45: Projected Retail Demand Generated by Commuters (2029)

CATEGORY

TOTAL
EXPENDITURES

RETAIL SALES
PER SF-LOW

TOTAL
DEMAND-LOW
PRODUCTIVITY
(SF)

RETAIL SALES
PER SF-HIGH

TOTAL
DEMAND-HIGH
PRODUCTIVITY
(SF)

NEIGHBORHOOD GOODS &

SERVICES

$1,294,638

$358

3,616

$412

3,144

FOOD AND ALCOHOL AWAY FROM

HOME

$129,120

$295

438

$398

324

GAFO

$226,816

$372

610

$432

526

TOTAL DEMAND GENERATED BY

COMMUTERS:

4,664

3,994

Source: Nielsen Company/Claritas, ULI, Streetsense, 2014

TABLE WN-46: Visitor-Based Retail Demand (2029

CATEGORY

TOTAL
EXPENDITURES

RETAIL SALES
PER SF-LOW

TOTAL
DEMAND-LOW
PRODUCTIVITY
(SF)

RETAIL SALES
PER SF-HIGH

TOTAL
DEMAND-HIGH
PRODUCTIVITY
(SF)

NEIGHBORHOOD GOODS &

SERVICES

$730,583

$358

1,224

$412

1,065

FOOD AND ALCOHOL AWAY FROM

HOME

$1,565,535

$295

1,857

$398

1,377

GAFO

$1,252,428

$372

404

$432

348

TOTAL DEMAND GENERATED BY

VISITORS:

3,486

2,790

Source: ULI, Hotels.com, Global Insight, Streetsense, 2014

TABLE WN-47: Summary of Retail Demand Generated by Atypical Sources (2029)

CATEGORY

TOTAL DEMAND-LOW
PRODUCTIVITY (SF)

TOTAL DEMAND-HIGH
PRODUCTIVITY (SF)

NEIGHBORHOOD GOODS & SERVICES

4,841

4,209

FOOD & BEVERAGES

2,295

1,701

GAFO

1,014

874

TOTAL ESTIMATED ATYPICAL-SOURCED RETAIL DEMAND

8,150

6,784

Table WN-48: Wisconsin North Cumulative Retail Demand Potential (2029)

192

CATEGORY

TOTAL DEMAND-LOW
PRODUCTIVITY (SF)

TOTAL DEMAND-HIGH
PRODUCTIVITY (SF)

NEIGHBORHOOD GOODS & SERVICES

109,606

94,489

FOOD & BEVERAGES

70,288

51,259

GAFO

60,377

53,202

TOTAL ESTIMATED RETAIL DEMAND

240,271

198,951

TABLE WN-49: Proposed Resident -Generated Retail Demand within Primary Trade Area (2034)
CATEGORY

TOTAL EXPENDITURES

RETAIL SALES
PER SF (LOW)

TOTAL
DEMAND-LOW
PRODUCTIVITY (SF)

RETAIL SALES
PER SF (HIGH)

TOTAL
DEMAND-HIGH
PRODUCTIVITY (SF)

Groceries, Sundries
and Similar

$11,022,940

$498

9,960

$612

8,105

Prepared Foods

$2,795,963

$360

2,330

$385

2,179

Alcohol at Home

$2,649,615

$254

1,878

$310

1,538

Personal/Household
Care Products and
Services

$5,184,878

$320

4,537

$340

4,270

NG&S SUBTOTAL

$21,653,396

Food Away from Home

$10,779,095

$320

7,411

$460

5,155

Alcohol Away from

Home

$633,701

$270

469

$336

377

F&B SUBTOTAL

$11,412,796

Apparel, Accessories
and Similar

$14,126,933

$315

2,691

$343

2,471

Reading Materials,
Music and Similar

$1,919,157

$290

397

$313

368

Home Furnishings and

Decor and Similar

$6,989,026

$322

1,302

$380

1,104

Electronics,
Technology and
Similar

$7,028,898

$560

816

$690

662

GAFO SUBTOTAL

$30,064,014

18,705

16,092

7,880

RESIDENT-GENERATED RETAIL DEMAND (PTA):

5,532

5,206

4,605

31,791

26,229

Source: Nielsen Company/Claritas, ULI, Streetsense, 2014

TABLE WN-50: Proposed Resident-Generated Retail Demand within Secondary Trade Area (2034)
CATEGORY

TOTAL EXPENDITURES

RETAIL SALES
PER SF (LOW)

TOTAL
DEMAND-LOW
PRODUCTIVITY (SF)

RETAIL SALES
PER SF (HIGH)

TOTAL
DEMAND-HIGH
PRODUCTIVITY (SF)

Groceries, Sundries
and Similar

$42,131,406

$498

15,228

$612

12,392
3,306

Prepared Foods

$10,607,119

$360

3,536

$385

Alcohol at Home

$10,319,358

$254

4,063

$310

3,329

Personal/Household
Care Products and
Services

$20,382,320

$320

6,369

$340

5,995

NG&S SUBTOTAL

$83,440,203

Food Away from Home

$41,492,981

$320

10,373

$460

7,216

Alcohol Away from

Home

$2,458,832

$270

729

$336

585

F&B SUBTOTAL

$43,951,813

Apparel, Accessories
and Similar

$57,001,293

$315

8,143

$343

7,478

Reading Materials,
Music and Similar

$7,818,585

$290

1,078

$313

999

Home Furnishings and

Decor and Similar

$28,963,937

$322

2,699

$380

2,287

Electronics,
Technology and
Similar

$28,289,317

$560

2,273

$690

1,845

GAFO SUBTOTAL

$122,073,132

29,196

25,021

11,102

RESIDENT-GENERATED RETAIL DEMAND (STA):

7,802

14,193

12,609

54,491

45,432

Source: Nielsen Company/Claritas, ULI, Streetsense, 2014

193
FINAL DRAFT | OCTOBER 20, 2014

TABLE WN-51: Proposed Resident-Generated Retail Demand within Tertiary Trade Area (2034)
CATEGORY

TOTAL EXPENDITURES

RETAIL SALES
PER SF (LOW)

TOTAL
DEMAND-LOW
PRODUCTIVITY (SF)

RETAIL SALES
PER SF (HIGH)

TOTAL
DEMAND-HIGH
PRODUCTIVITY (SF)

Groceries, Sundries
and Similar

$181,791,118

$498

14,602

$612

11,882

Prepared Foods

$45,232,467

$360

2,513

$385

2,350

Alcohol at Home

$42,230,476

$254

3,325

$310

2,725

Personal/Household
Care Products and
Services

$85,536,330

$320

6,683

$340

6,289

NG&S SUBTOTAL

$354,790,391

Food Away from Home

$170,078,017

$320

3,986

$460

2,773

Alcohol Away from

Home

$10,036,017

$270

186

$336

149

F&B SUBTOTAL

$180,114,035

Apparel, Accessories
and Similar

$240,099,357

$315

17,150

$343

15,750

Reading Materials,
Music and Similar

$32,246,185

$290

2,224

$313

2,060

Home Furnishings and

Decor and Similar

$123,964,178

$322

5,775

$380

4,893

Electronics,
Technology and
Similar

$121,062,903

$560

5,405

$690

4,386

GAFO SUBTOTAL

$517,372,624

27,122

23,245

4,172

RESIDENT-GENERATED RETAIL DEMAND

(TTA):

2,922

30,553

27,090

61,848

53,258

Source: Nielsen Company/Claritas, ULI, Streetsense, 2014

TABLE WN-52: Summary of Resident-Generated Retail Demand (2034)

CATEGORY

TOTAL DEMAND-LOW
PRODUCTIVITY (SF)

TOTAL DEMAND-HIGH
PRODUCTIVITY (SF)

NEIGHBORHOOD GOODS & SERVICES

75,023

64,359

FOOD & BEVERAGES

23,154

16,256

GAFO

49,952

44,304

TOTAL ESTIMATED HOUSEHOLD-BASED RETAIL DEMAND

148,130

124,919

TABLE WN-53: Proposed Workplace-Based Retail Demand, Executive and Professional (2034)
CATEGORY

TOTAL
EXPENDITURES

RETAIL SALES
PER SF-LOW

TOTAL
DEMAND-LOW
PRODUCTIVITY
(SF)

RETAIL SALES
PER SF-HIGH

TOTAL
DEMAND-HIGH
PRODUCTIVITY
(SF)

NEIGHBORHOOD GOODS & SERVICES

$18,757,584

$358

28,818

$412

25,056

FOOD AND ALCOHOL AWAY FROM

HOME

$18,987,456

$295

38,619

$398

28,624

GAFO

$12,658,304

$372

10,896

$432

9,387

TOTAL DEMAND BY EXEC AND PROF:

Source: Nielsen Company/Claritas, ULI, ICSC, Streetsense, 2014

194

78,332

63,067

TABLE WN-54: Projected Workplace-Based Retail Demand, Administrative/Support/Retail/Government (2034)

CATEGORY

TOTAL
EXPENDITURES

RETAIL SALES
PER SF-LOW

TOTAL
DEMAND-LOW
PRODUCTIVITY
(SF)

RETAIL SALES
PER SF-HIGH

TOTAL
DEMAND-HIGH
PRODUCTIVITY
(SF)

NEIGHBORHOOD GOODS &

SERVICES

$3,729,307

$358

6,042

$412

5,253

FOOD AND ALCOHOL AWAY FROM

HOME

$3,541,991

$295

7,684

$398

5,696

GAFO

$2,213,744

$372

1,667

$432

1,436

TOTAL DEMAND BY ADMIN/

SUPPORT/RETAIL/GOVT:

15,394

12,385

Source: Nielsen Company/Claritas, ULI, ICSC, Streetsense, 2014

TABLE WN-55: Projected Workplace-Based Retail Demand, Trade and Labor (2034)
CATEGORY

TOTAL
EXPENDITURES

RETAIL SALES
PER SF-LOW

TOTAL
DEMAND-LOW
PRODUCTIVITY
(SF)

RETAIL SALES
PER SF-HIGH

TOTAL
DEMAND-HIGH
PRODUCTIVITY
(SF)

NEIGHBORHOOD GOODS &

SERVICES

$684,007

$358

306

$412

266

FOOD AND ALCOHOL AWAY FROM

HOME

$710,906

$295

506

$398

375

GAFO

$388,116

$372

136

$432

117

TOTAL DEMAND BY TRADE AND

LABOR:

947

758

Source: Nielsen Company/Claritas, ULI, ICSC, Streetsense, 2014

TABLE WN-56: Summary of Workplace-Based Generated Retail Demand (2034)

CATEGORY

TOTAL DEMAND-LOW
PRODUCTIVITY (SF)

TOTAL DEMAND-HIGH
PRODUCTIVITY (SF)

NEIGHBORHOOD GOODS & SERVICES

35,165

30,575

FOOD & BEVERAGES

46,809

34,695

GAFO

12,699

10,941

TOTAL ESTIMATED WORKPLACE-BASED RETAIL DEMAND

94,673

76,211

TABLE WN-57: Projected Retail Demand Generated by Commuters (2034)

CATEGORY

TOTAL
EXPENDITURES

RETAIL SALES
PER SF-LOW

TOTAL
DEMAND-LOW
PRODUCTIVITY
(SF)

RETAIL SALES
PER SF-HIGH

TOTAL
DEMAND-HIGH
PRODUCTIVITY
(SF)

NEIGHBORHOOD GOODS &

SERVICES

$2,340,632

$358

4,223

$412

3,671

FOOD AND ALCOHOL AWAY FROM

HOME

$5,015,640

$295

477

$398

353

GAFO

$4,012,512

$372

666

$432

574

TOTAL DEMAND GENERATED BY

COMMUTERS:

5,366

4,599

195

Source: Nielsen Company/Claritas, ULI, Streetsense, 2014

FINAL DRAFT | OCTOBER 20, 2014

TABLE WN-58: Visitor-Based Retail Demand (2034)

CATEGORY

TOTAL
EXPENDITURES

RETAIL SALES
PER SF-LOW

TOTAL
DEMAND-LOW
PRODUCTIVITY
(SF)

RETAIL SALES
PER SF-HIGH

TOTAL
DEMAND-HIGH
PRODUCTIVITY
(SF)

NEIGHBORHOOD GOODS &

SERVICES

$732,683

$358

1,228

$412

1,068

FOOD AND ALCOHOL AWAY FROM

HOME

$1,570,035

$295

1,863

$398

1,381

GAFO

$1,256,028

$372

405

$432

349

TOTAL DEMAND GENERATED BY

VISITORS:

3,496

2,798

Source: ULI, Hotels.com, Global Insight, Streetsense, 2014

TABLE WN-59: Summary of Retail Demand Generated by Atypical Sources (2034)

CATEGORY

TOTAL DEMAND-LOW
PRODUCTIVITY (SF)

TOTAL DEMAND-HIGH
PRODUCTIVITY (SF)

NEIGHBORHOOD GOODS & SERVICES

5,451

4,739

FOOD & BEVERAGES

2,340

1,734

GAFO

1,072

923

TOTAL ESTIMATED ATYPICAL-SOURCED RETAIL DEMAND

8,862

7,397

Table WN-60: Wisconsin North Cumulative Retail Demand Potential (2034)

CATEGORY

TOTAL DEMAND-LOW
PRODUCTIVITY (SF)

TOTAL DEMAND-HIGH
PRODUCTIVITY (SF)

NEIGHBORHOOD GOODS & SERVICES

115,639

99,673

FOOD & BEVERAGES

72,302

52,686

GAFO

63,724

56,168

TOTAL ESTIMATED RETAIL DEMAND

251,665

208,526

Table WN-61: Wisconsin North - Existing and Projected Retail Demand (2034)
CATEGORY

NG&S

EXISTING
DEMAND

2019 DEMAND

2024 DEMAND

2029 DEMAND

81,258

85,345

88,953

94,489

99,673

F&B

45,669

48,276

48,503

51,259

52,686

GAFO

45,686

48,049

50,423

53,202

56,168

TOTAL ESTIMATED
RETAIL DEMAND:

172,612

181,669

187,878

198,951

208,526

Source: Nielsen Company/Claritas, ULI, Hotels.com, Global Insight, WMATA, ICSC, BAE, Streetsense, 2014

196

2034 DEMAND

WISCONSIN SOUTH RETAIL DISTRICT

TABLE WS-1: Resident -Generated Retail Demand within Primary Trade Area
CATEGORY

TOTAL EXPENDITURES

RETAIL SALES
PER SF (LOW)

TOTAL
DEMAND-LOW
PRODUCTIVITY (SF)

RETAIL SALES
PER SF (HIGH)

TOTAL
DEMAND-HIGH
PRODUCTIVITY (SF)

Groceries, Sundries
and Similar

$10,150,778

$498

5,707

$612

4,644
1,867

Prepared Foods

$2,567,668

$360

1,997

$385

Alcohol at Home

$2,620,301

$254

1,651

$310

1,352

Personal/Household
Care Products and
Services

$5,043,094

$320

4,413

$340

4,153

NG&S SUBTOTAL

$20,381,841

Food Away from Home

$10,636,237

$320

5,318

$460

3,700

Alcohol Away from

Home

$627,856

$270

326

$336

262

F&B SUBTOTAL

$11,264,093

Apparel, Accessories
and Similar

$13,796,977

$315

1,314

$343

1,207

Reading Materials,
Music and Similar

$1,882,987

$290

195

$313

180

Home Furnishings and

Decor and Similar

$6,867,077

$322

427

$380

361

Electronics,
Technology and
Similar

$6,821,978

$560

244

$690

198

GAFO SUBTOTAL

$29,369,019

13,768

12,017

5,644

RESIDENT-GENERATED RETAIL DEMAND (PTA):

3,961

2,179

1,946

21,590

17,925

Source: Nielsen Company/Claritas, ULI, Streetsense, 2014

TABLE WS-2: Resident-Generated Retail Demand within Secondary Trade Area

CATEGORY

TOTAL EXPENDITURES

RETAIL SALES
PER SF (LOW)

TOTAL
DEMAND-LOW
PRODUCTIVITY (SF)

RETAIL SALES
PER SF (HIGH)

TOTAL
DEMAND-HIGH
PRODUCTIVITY (SF)

Groceries, Sundries
and Similar

$28,924,934

$498

6,970

$612

5,672

Prepared Foods

$7,281,264

$360

2,023

$385

1,891

Alcohol at Home

$7,085,065

$254

2,789

$310

2,286

Personal/Household
Care Products and
Services

$13,994,524

$320

5,248

$340

4,939

NG&S SUBTOTAL

$57,285,787

Food Away from Home

$28,485,791

$320

5,341

$460

3,716

Alcohol Away from

Home

$1,688,634

$270

375

$336

302

F&B SUBTOTAL

$30,174,425

Apparel, Accessories
and Similar

$39,133,238

$315

3,727

$343

3,423

Reading Materials,
Music and Similar

$5,367,955

$290

555

$313

515

Home Furnishings and

Decor and Similar

$19,883,141

$322

1,852

$380

1,570

Electronics,
Technology and
Similar

$19,421,268

$560

1,040

$690

844

GAFO SUBTOTAL

$83,805,602

17,030

14,788

5,716

RESIDENT-GENERATED RETAIL DEMAND (STA):

4,017

7,175

6,351

29,921

25,156

Source: Nielsen Company/Claritas, ULI, Streetsense, 2014

197
FINAL DRAFT | OCTOBER 20, 2014

TABLE WS-3: Resident-Generated Retail Demand within Tertiary Trade Area

CATEGORY

TOTAL EXPENDITURES

RETAIL SALES
PER SF (LOW)

TOTAL
DEMAND-LOW
PRODUCTIVITY (SF)

RETAIL SALES
PER SF (HIGH)

TOTAL
DEMAND-HIGH
PRODUCTIVITY (SF)

Groceries, Sundries
and Similar

$150,240,593

$498

9,051

$612

7,365

$360

1,558

$385

1,456

Prepared Foods

$37,382,204

Alcohol at Home

$34,901,220

$254

2,061

$310

1,689

Personal/Household
Care Products and
Services

$70,691,182

$320

5,523

$340

5,198

NG&S SUBTOTAL

$293,215,199

Food Away from Home

$140,560,345

$320

3,294

$460

2,292

Alcohol Away from

Home

$8,294,229

$270

154

$336

123

F&B SUBTOTAL

$148,854,574

Apparel, Accessories
and Similar

$198,429,221

$315

17,323

$343

15,909

Reading Materials,
Music and Similar

$26,649,740

$290

2,297

$313

2,129

Home Furnishings and

Decor and Similar

$102,449,734

$322

9,545

$380

8,088

Electronics,
Technology and
Similar

$100,051,986

$560

4,913

$690

3,988

GAFO SUBTOTAL

$427,580,681

18,192

15,708

3,448

RESIDENT-GENERATED RETAIL DEMAND

(TTA):

2,415

34,079

30,113

55,719

48,236

Source: Nielsen Company/Claritas, ULI, Streetsense, 2014

TABLE WS-4 : Summary of Resident Generated Retail Demand

CATEGORY

TOTAL DEMAND-LOW
PRODUCTIVITY (SF)

TOTAL DEMAND-HIGH
PRODUCTIVITY (SF)

NEIGHBORHOOD GOODS & SERVICES

48,989

42,512

FOOD & BEVERAGES

14,808

10,393

GAFO

43,433

38,411

TOTAL ESTIMATED HOUSEHOLD-BASED RETAIL DEMAND

107,230

91,317

TABLE WS-5: Workplace-Based Retail Demand, Executive and Professional (PTA)

CATEGORY

TOTAL
EXPENDITURES

RETAIL SALES
PER SF-LOW

TOTAL
DEMAND-LOW
PRODUCTIVITY
(SF)

RETAIL SALES
PER SF-HIGH

TOTAL
DEMAND-HIGH
PRODUCTIVITY
(SF)

NEIGHBORHOOD GOODS & SERVICES

$3,716,064

$358

5,709

$412

4,964

FOOD AND ALCOHOL AWAY FROM

HOME

$3,761,604

$295

7,651

$398

5,671

GAFO

$2,507,736

$372

3,710

$432

3,196

TOTAL DEMAND BY EXEC AND PROF:

Source: Nielsen Company/Claritas, ULI, ICSC, Streetsense, 2014

198

17,070

13,831

TABLE WS-6: Workplace-Based Retail Demand, Administrative/Support/Retail/Government (PTA)

CATEGORY

TOTAL
EXPENDITURES

RETAIL SALES
PER SF-LOW

TOTAL
DEMAND-LOW
PRODUCTIVITY
(SF)

RETAIL SALES
PER SF-HIGH

TOTAL
DEMAND-HIGH
PRODUCTIVITY
(SF)

NEIGHBORHOOD GOODS &

SERVICES

$2,376,150

$358

3,850

$412

3,347

FOOD AND ALCOHOL AWAY FROM

HOME

$2,256,800

$295

4,896

$398

3,629

GAFO

$1,410,500

$372

1,062

$432

915

TOTAL DEMAND BY ADMIN/

SUPPORT/RETAIL/GOVT:

9,808

7,891

Source: Nielsen Company/Claritas, ULI, ICSC, Streetsense, 2014

TABLE WS-7: Workplace-Based Retail Demand, Trade and Labor (PTA)

CATEGORY

TOTAL
EXPENDITURES

RETAIL SALES
PER SF-LOW

TOTAL
DEMAND-LOW
PRODUCTIVITY
(SF)

RETAIL SALES
PER SF-HIGH

TOTAL
DEMAND-HIGH
PRODUCTIVITY
(SF)

NEIGHBORHOOD GOODS &

SERVICES

$685,300

$358

306

$412

266

FOOD AND ALCOHOL AWAY FROM

HOME

$712,250

$295

507

$398

376

GAFO

$388,850

$372

136

$432

117

TOTAL DEMAND BY TRADE AND

LABOR:

949

759

Source: Nielsen Company/Claritas, ULI, ICSC, Streetsense, 2014

TABLE WS-8: Summary of Workplace-Based Generated Retail Demand (PTA)

CATEGORY

TOTAL DEMAND-LOW
PRODUCTIVITY (SF)

TOTAL DEMAND-HIGH
PRODUCTIVITY (SF)

NEIGHBORHOOD GOODS & SERVICES

9,865

8,577

FOOD & BEVERAGES

13,054

9,676

GAFO

4,909

4,229

TOTAL ESTIMATED WORKPLACE-BASED RETAIL DEMAND

27,827

22,482

199
FINAL DRAFT | OCTOBER 20, 2014

TABLE WS-9: Projected Retail Demand Generated by Commuters

CATEGORY

TOTAL
EXPENDITURES

RETAIL SALES
PER SF-LOW

TOTAL
DEMAND-LOW
PRODUCTIVITY
(SF)

RETAIL SALES
PER SF-HIGH

TOTAL
DEMAND-HIGH
PRODUCTIVITY
(SF)

NEIGHBORHOOD GOODS &

SERVICES

$798,070

$358

2,229

$412

1,938

FOOD AND ALCOHOL AWAY FROM

HOME

$91,502

$295

310

$398

230

GAFO

$188,212

$372

506

$432

436

TOTAL DEMAND GENERATED BY

COMMUTERS:

$1,077,784

3,046

2,604

Source: Nielsen Company/Claritas, ULI, Streetsense, 2014

TABLE WS-10: Summary of Retail Demand Generated by Atypical Sources

CATEGORY

TOTAL DEMAND-LOW
PRODUCTIVITY (SF)

TOTAL DEMAND-HIGH
PRODUCTIVITY (SF)

NEIGHBORHOOD GOODS & SERVICES

2,229

1,938

FOOD & BEVERAGES

310

230

GAFO

506

436

TOTAL ESTIMATED ATYPICAL-SOURCED RETAIL DEMAND

3,046

2,604

Table WS-11: Wisconsin South Cumulative Retail Demand Potential (2014)

200

CATEGORY

TOTAL DEMAND-LOW
PRODUCTIVITY (SF)

TOTAL DEMAND-HIGH
PRODUCTIVITY (SF)

NEIGHBORHOOD GOODS & SERVICES

61,084

53,028

FOOD & BEVERAGES

28,172

20,299

GAFO

48,848

43,076

TOTAL ESTIMATED RETAIL DEMAND

138,103

116,403

TABLE WS-12: Projected Resident -Generated Retail Demand within Primary Trade Area (2019)
CATEGORY

TOTAL EXPENDITURES

RETAIL SALES
PER SF (LOW)

TOTAL
DEMAND-LOW
PRODUCTIVITY (SF)

RETAIL SALES
PER SF (HIGH)

TOTAL
DEMAND-HIGH
PRODUCTIVITY (SF)

Groceries, Sundries
and Similar

$11,096,437

$498

6,239

$612

5,077
2,042

Prepared Foods

$2,808,337

$360

2,184

$385

Alcohol at Home

$2,848,254

$254

1,794

$310

1,470

Personal/Household
Care Products and
Services

$5,489,089

$320

4,803

$340

4,520

NG&S SUBTOTAL

$22,242,117

Food Away from Home

$11,552,163

$320

5,776

$460

4,018

Alcohol Away from

Home

$682,273

$270

354

$336

284

F&B SUBTOTAL

$12,234,436

Apparel, Accessories
and Similar

$15,050,251

$315

1,433

$343

1,316

Reading Materials,
Music and Similar

$2,048,856

$290

212

$313

196

Home Furnishings and

Decor and Similar

$7,492,031

$322

465

$380

394

Electronics,
Technology and
Similar

$8,097,688

$560

289

$690

235

GAFO SUBTOTAL

$32,688,826

15,020

13,110

6,130

RESIDENT-GENERATED RETAIL DEMAND (PTA):

4,302

2,400

2,142

23,550

19,554

Source: Nielsen Company/Claritas, ULI, Streetsense, 2014

TABLE WS-13: Resident-Generated Retail Demand within Secondary Trade Area (2019)
CATEGORY

TOTAL EXPENDITURES

RETAIL SALES
PER SF (LOW)

TOTAL
DEMAND-LOW
PRODUCTIVITY (SF)

RETAIL SALES
PER SF (HIGH)

TOTAL
DEMAND-HIGH
PRODUCTIVITY (SF)

Groceries, Sundries
and Similar

$30,611,910

$498

7,376

$612

6,002
2,002

Prepared Foods

$7,706,104

$360

2,141

$385

Alcohol at Home

$7,498,209

$254

2,952

$310

2,419

Personal/Household
Care Products and
Services

$14,810,492

$320

5,554

$340

5,227

NG&S SUBTOTAL

$60,626,715

Food Away from Home

$30,147,311

$320

5,653

$460

3,932

Alcohol Away from

Home

$1,787,018

$270

397

$336

319

F&B SUBTOTAL

$31,934,329

Apparel, Accessories
and Similar

$41,415,678

$315

3,944

$343

3,622

Reading Materials,
Music and Similar

$5,680,995

$290

588

$313

545

Home Furnishings and

Decor and Similar

$21,043,109

$322

1,961

$380

1,661

Electronics,
Technology and
Similar

$20,554,060

$560

1,101

$690

894

GAFO SUBTOTAL

$88,693,842

18,023

15,650

6,050

RESIDENT-GENERATED RETAIL DEMAND (STA):

4,251

7,594

6,722

31,666

26,623

Source: Nielsen Company/Claritas, ULI, Streetsense, 2014

201
FINAL DRAFT | OCTOBER 20, 2014

TABLE WS-14: Projected Resident-Generated Retail Demand within Tertiary Trade Area (2019)
CATEGORY

TOTAL EXPENDITURES

RETAIL SALES
PER SF (LOW)

TOTAL
DEMAND-LOW
PRODUCTIVITY (SF)

RETAIL SALES
PER SF (HIGH)

TOTAL
DEMAND-HIGH
PRODUCTIVITY (SF)

Groceries, Sundries
and Similar

$157,752,623

$498

9,503

$612

7,733

$360

1,635

$385

1,529

Prepared Foods

$39,251,314

Alcohol at Home

$36,646,281

$254

2,164

$310

1,773

Personal/Household
Care Products and
Services

$74,225,741

$320

5,799

$340

5,458

NG&S SUBTOTAL

$307,875,959

Food Away from Home

$147,588,362

$320

3,459

$460

2,406

Alcohol Away from

Home

$8,708,940

$270

161

$336

130

F&B SUBTOTAL

$156,297,303

Apparel, Accessories
and Similar

$208,350,682

$315

18,189

$343

16,705

Reading Materials,
Music and Similar

$27,982,227

$290

2,412

$313

2,235

Home Furnishings and

Decor and Similar

$107,572,221

$322

10,022

$380

8,493

Electronics,
Technology and
Similar

$105,054,585

$560

5,159

$690

4,187

GAFO SUBTOTAL

$448,959,715

19,102

16,493

3,620

RESIDENT-GENERATED RETAIL DEMAND

(TTA):

2,536

35,783

31,619

58,505

50,648

Source: Nielsen Company/Claritas, ULI, Streetsense, 2014

TABLE WS-15: Summary of Projected Resident-Generated Retail Demand (2019)

CATEGORY

TOTAL DEMAND-LOW
PRODUCTIVITY (SF)

TOTAL DEMAND-HIGH
PRODUCTIVITY (SF)

NEIGHBORHOOD GOODS & SERVICES

52,145

45,253

FOOD & BEVERAGES

15,800

11,090

GAFO

45,776

40,483

TOTAL ESTIMATED HOUSEHOLD-BASED RETAIL DEMAND

113,721

96,825

TABLE WS-16: Projected Workplace-Based Retail Demand, Executive and Professional (2019)
CATEGORY

TOTAL
EXPENDITURES

RETAIL SALES
PER SF-LOW

TOTAL
DEMAND-LOW
PRODUCTIVITY
(SF)

RETAIL SALES
PER SF-HIGH

TOTAL
DEMAND-HIGH
PRODUCTIVITY
(SF)

NEIGHBORHOOD GOODS & SERVICES

$3,959,618

$358

6,083

$412

5,289

FOOD AND ALCOHOL AWAY FROM

HOME

$4,008,143

$295

8,152

$398

6,042

GAFO

$2,672,095

$372

3,953

$432

3,406

TOTAL DEMAND BY EXEC AND PROF:

Source: Nielsen Company/Claritas, ULI, ICSC, Streetsense, 2014

202

18,189

14,737

TABLE WS-17: Projected Workplace-Based Retail Demand, Administrative/Support/Retail/Government (2019)

CATEGORY

TOTAL
EXPENDITURES

RETAIL SALES
PER SF-LOW

TOTAL
DEMAND-LOW
PRODUCTIVITY
(SF)

RETAIL SALES
PER SF-HIGH

TOTAL
DEMAND-HIGH
PRODUCTIVITY
(SF)

NEIGHBORHOOD GOODS &

SERVICES

$2,531,885

$358

4,102

$412

3,566

FOOD AND ALCOHOL AWAY FROM

HOME

$2,404,713

$295

5,217

$398

3,867

GAFO

$1,502,946

$372

1,132

$432

975

TOTAL DEMAND BY ADMIN/

SUPPORT/RETAIL/GOVT:

10,451

8,409

Source: Nielsen Company/Claritas, ULI, ICSC, Streetsense, 2014

TABLE WS-18: Projected Workplace-Based Retail Demand, Trade and Labor (2019)
CATEGORY

TOTAL
EXPENDITURES

RETAIL SALES
PER SF-LOW

TOTAL
DEMAND-LOW
PRODUCTIVITY
(SF)

RETAIL SALES
PER SF-HIGH

TOTAL
DEMAND-HIGH
PRODUCTIVITY
(SF)

NEIGHBORHOOD GOODS &

SERVICES

$730,215

$358

326

$412

284

FOOD AND ALCOHOL AWAY FROM

HOME

$758,932

$295

540

$398

400

GAFO

$414,336

$372

145

$432

125

TOTAL DEMAND BY TRADE AND

LABOR:

1,012

809

Source: Nielsen Company/Claritas, ULI, ICSC, Streetsense, 2014

TABLE WS-19: Summary of Workplace-Based Generated Retail Demand (2019)

CATEGORY

TOTAL DEMAND-LOW
PRODUCTIVITY (SF)

TOTAL DEMAND-HIGH
PRODUCTIVITY (SF)

NEIGHBORHOOD GOODS & SERVICES

10,512

9,139

FOOD & BEVERAGES

13,909

10,310

GAFO

5,230

4,506

TOTAL ESTIMATED WORKPLACE-BASED RETAIL DEMAND

29,651

23,955

203
FINAL DRAFT | OCTOBER 20, 2014

TABLE WS-20: Projected Retail Demand Generated by Commuters (2019)

CATEGORY

TOTAL
EXPENDITURES

RETAIL SALES
PER SF-LOW

TOTAL
DEMAND-LOW
PRODUCTIVITY
(SF)

RETAIL SALES
PER SF-HIGH

TOTAL
DEMAND-HIGH
PRODUCTIVITY
(SF)

NEIGHBORHOOD GOODS &

SERVICES

$791,882

$358

2,212

$412

1,923

FOOD AND ALCOHOL AWAY FROM

HOME

$68,989

$295

234

$398

173

GAFO

$198,821

$372

535

$432

461

TOTAL DEMAND GENERATED BY

COMMUTERS:

$1,059,691

2,981

2,557

Source: Nielsen Company/Claritas, ULI, Streetsense, 2014

TABLE WS-21: Visitor-Based Retail Demand (2019)

CATEGORY

TOTAL
EXPENDITURES

RETAIL SALES
PER SF-LOW

TOTAL
DEMAND-LOW
PRODUCTIVITY
(SF)

RETAIL SALES
PER SF-HIGH

TOTAL
DEMAND-HIGH
PRODUCTIVITY
(SF)

NEIGHBORHOOD GOODS &

SERVICES

$539,616

$358

301

$412

262

FOOD AND ALCOHOL AWAY FROM

HOME

$1,156,320

$295

980

$398

726

GAFO

$925,056

$372

249

$432

214

TOTAL DEMAND GENERATED BY

VISITORS:

1,530

1,203

Source: ULI, Hotels.com, Global Insight, Streetsense, 2014

TABLE WS-22: Summary of Retail Demand Generated by Atypical Sources (2019)

CATEGORY

TOTAL DEMAND-LOW
PRODUCTIVITY (SF)

TOTAL DEMAND-HIGH
PRODUCTIVITY (SF)

NEIGHBORHOOD GOODS & SERVICES

2,513

2,185

FOOD & BEVERAGES

1,214

900

GAFO

784

675

TOTAL ESTIMATED ATYPICAL-SOURCED RETAIL DEMAND

4,511

3,760

Table WS-23: Wisconsin South Cumulative Retail Demand Potential (2019)

204

CATEGORY

TOTAL DEMAND-LOW
PRODUCTIVITY (SF)

TOTAL DEMAND-HIGH
PRODUCTIVITY (SF)

NEIGHBORHOOD GOODS & SERVICES

65,170

56,578

FOOD & BEVERAGES

30,923

22,299

GAFO

51,790

45,664

TOTAL ESTIMATED RETAIL DEMAND

147,883

124,540

TABLE WS-24: Projected Resident -Generated Retail Demand within Primary Trade Area (2024)
CATEGORY

TOTAL EXPENDITURES

RETAIL SALES
PER SF (LOW)

TOTAL
DEMAND-LOW
PRODUCTIVITY (SF)

RETAIL SALES
PER SF (HIGH)

TOTAL
DEMAND-HIGH
PRODUCTIVITY (SF)

Groceries, Sundries
and Similar

$12,891,672

$498

7,248

$612

5,898

Prepared Foods

$3,265,222

$360

2,540

$385

2,375

Alcohol at Home

$3,280,999

$254

2,067

$310

1,693

Personal/Household
Care Products and
Services

$6,335,764

$320

5,544

$340

5,218

NG&S SUBTOTAL

$25,773,657

Food Away from Home

$13,290,953

$320

6,645

$460

4,623

Alcohol Away from

Home

$785,578

$270

407

$336

327

F&B SUBTOTAL

$14,076,531

Apparel, Accessories
and Similar

$17,429,461

$315

1,660

$343

1,524

Reading Materials,
Music and Similar

$2,363,741

$290

245

$313

227

Home Furnishings and

Decor and Similar

$8,678,441

$322

539

$380

457

Electronics,
Technology and
Similar

$10,519,490

$560

376

$690

305

GAFO SUBTOTAL

$38,991,133

17,399

15,184

7,053

RESIDENT-GENERATED RETAIL DEMAND (PTA):

4,950

2,819

2,513

27,271

22,647

Source: Nielsen Company/Claritas, ULI, Streetsense, 2014

TABLE WS-25: Projected Resident-Generated Retail Demand within Secondary Trade Area (2024)
CATEGORY

TOTAL EXPENDITURES

RETAIL SALES
PER SF (LOW)

TOTAL
DEMAND-LOW
PRODUCTIVITY (SF)

RETAIL SALES
PER SF (HIGH)

TOTAL
DEMAND-HIGH
PRODUCTIVITY (SF)

Groceries, Sundries
and Similar

$33,809,318

$498

8,147

$612

6,629

Prepared Foods

$8,511,324

$360

2,364

$385

2,211

Alcohol at Home

$8,281,261

$254

3,260

$310

2,671

Personal/Household
Care Products and
Services

$16,357,036

$320

6,134

$340

5,773

NG&S SUBTOTAL

$66,958,939

Food Away from Home

$33,296,471

$320

6,243

$460

4,343

Alcohol Away from

Home

$1,973,490

$270

439

$336

352

F&B SUBTOTAL

$35,269,961

Apparel, Accessories
and Similar

$45,741,698

$315

4,356

$343

4,001

Reading Materials,
Music and Similar

$6,274,315

$290

649

$313

601

Home Furnishings and

Decor and Similar

$23,241,653

$322

2,165

$380

1,835

Electronics,
Technology and
Similar

$22,701,096

$560

1,216

$690

987

GAFO SUBTOTAL

$97,958,762

19,905

17,284

6,682

RESIDENT-GENERATED RETAIL DEMAND (STA):

4,695

8,387

7,424

34,974

29,404

Source: Nielsen Company/Claritas, ULI, Streetsense, 2014

205
FINAL DRAFT | OCTOBER 20, 2014

TABLE WS-26: Projected Resident-Generated Retail Demand within Tertiary Trade Area (2024)
CATEGORY

TOTAL EXPENDITURES

RETAIL SALES
PER SF (LOW)

TOTAL
DEMAND-LOW
PRODUCTIVITY (SF)

RETAIL SALES
PER SF (HIGH)

TOTAL
DEMAND-HIGH
PRODUCTIVITY (SF)

Groceries, Sundries
and Similar

$166,767,058

$498

10,046

$612

8,175

$360

1,729

$385

1,617

Prepared Foods

$41,494,246

Alcohol at Home

$38,740,354

$254

2,288

$310

1,875

Personal/Household
Care Products and
Services

$78,467,212

$320

6,130

$340

5,770

NG&S SUBTOTAL

$325,468,871

Food Away from Home

$156,021,983

$320

3,657

$460

2,544

Alcohol Away from

Home

$9,206,594

$270

170

$336

137

F&B SUBTOTAL

$165,228,577

Apparel, Accessories
and Similar

$220,256,435

$315

19,229

$343

17,659

Reading Materials,
Music and Similar

$29,581,211

$290

2,550

$313

2,363

Home Furnishings and

Decor and Similar

$113,719,205

$322

10,595

$380

8,978

Electronics,
Technology and
Similar

$111,057,704

$560

5,454

$690

4,426

GAFO SUBTOTAL

$474,614,556

20,193

17,436

3,827

RESIDENT-GENERATED RETAIL DEMAND

(TTA):

2,681

37,828

33,426

61,848

53,542

Source: Nielsen Company/Claritas, ULI, Streetsense, 2014

TABLE WS-27: Summary of Resident-Generated Retail Demand (2024)

CATEGORY

TOTAL DEMAND-LOW
PRODUCTIVITY (SF)

TOTAL DEMAND-HIGH
PRODUCTIVITY (SF)

NEIGHBORHOOD GOODS & SERVICES

57,497

49,904

FOOD & BEVERAGES

17,562

12,327

GAFO

49,034

43,362

TOTAL ESTIMATED HOUSEHOLD-BASED RETAIL DEMAND

124,092

105,593

TABLE WS-28: Projected Workplace-Based Retail Demand, Executive and Professional (2024)
CATEGORY

TOTAL
EXPENDITURES

RETAIL SALES
PER SF-LOW

TOTAL
DEMAND-LOW
PRODUCTIVITY
(SF)

RETAIL SALES
PER SF-HIGH

TOTAL
DEMAND-HIGH
PRODUCTIVITY
(SF)

NEIGHBORHOOD GOODS & SERVICES

$4,032,325

$358

6,195

$412

5,386

FOOD AND ALCOHOL AWAY FROM

HOME

$4,081,741

$295

8,302

$398

6,153

GAFO

$2,721,160

$372

4,026

$432

3,468

TOTAL DEMAND BY EXEC AND PROF:

Source: Nielsen Company/Claritas, ULI, ICSC, Streetsense, 2014

206

18,523

15,008

TABLE WS-29: Projected Workplace-Based Retail Demand, Administrative/Support/Retail/Government (2024)

CATEGORY

TOTAL
EXPENDITURES

RETAIL SALES
PER SF-LOW

TOTAL
DEMAND-LOW
PRODUCTIVITY
(SF)

RETAIL SALES
PER SF-HIGH

TOTAL
DEMAND-HIGH
PRODUCTIVITY
(SF)

NEIGHBORHOOD GOODS &

SERVICES

$2,578,376

$358

4,177

$412

3,632

FOOD AND ALCOHOL AWAY FROM

HOME

$2,448,868

$295

5,313

$398

3,938

GAFO

$1,530,543

$372

1,153

$432

993

TOTAL DEMAND BY ADMIN/

SUPPORT/RETAIL/GOVT:

10,643

8,563

Source: Nielsen Company/Claritas, ULI, ICSC, Streetsense, 2014

TABLE WS-30: Projected Workplace-Based Retail Demand, Trade and Labor (2024)
CATEGORY

TOTAL
EXPENDITURES

RETAIL SALES
PER SF-LOW

TOTAL
DEMAND-LOW
PRODUCTIVITY
(SF)

RETAIL SALES
PER SF-HIGH

TOTAL
DEMAND-HIGH
PRODUCTIVITY
(SF)

NEIGHBORHOOD GOODS &

SERVICES

$743,623

$358

332

$412

289

FOOD AND ALCOHOL AWAY FROM

HOME

$772,867

$295

550

$398

408

GAFO

$421,944

$372

148

$432

127

TOTAL DEMAND BY TRADE AND

LABOR:

1,030

824

Source: Nielsen Company/Claritas, ULI, ICSC, Streetsense, 2014

TABLE WS-31: Summary of Workplace-Based Generated Retail Demand (2024)

CATEGORY

TOTAL DEMAND-LOW
PRODUCTIVITY (SF)

TOTAL DEMAND-HIGH
PRODUCTIVITY (SF)

NEIGHBORHOOD GOODS & SERVICES

10,705

9,307

FOOD & BEVERAGES

14,165

10,499

GAFO

5,326

4,589

TOTAL ESTIMATED WORKPLACE-BASED RETAIL DEMAND

30,196

24,395

207
FINAL DRAFT | OCTOBER 20, 2014

TABLE WS-32: Projected Retail Demand Generated by Commuters (2024)

CATEGORY

TOTAL
EXPENDITURES

RETAIL SALES
PER SF-LOW

TOTAL
DEMAND-LOW
PRODUCTIVITY
(SF)

RETAIL SALES
PER SF-HIGH

TOTAL
DEMAND-HIGH
PRODUCTIVITY
(SF)

NEIGHBORHOOD GOODS &

SERVICES

$979,910

$358

2,737

$412

2,380

FOOD AND ALCOHOL AWAY FROM

HOME

$86,699

$295

294

$398

218

GAFO

$230,017

$372

619

$432

533

TOTAL DEMAND GENERATED BY

COMMUTERS:

$1,296,626

3,650

3,131

Source: Nielsen Company/Claritas, ULI, Streetsense, 2014

TABLE WS-33: Visitor-Based Retail Demand (2024)

CATEGORY

TOTAL
EXPENDITURES

RETAIL SALES
PER SF-LOW

TOTAL
DEMAND-LOW
PRODUCTIVITY
(SF)

RETAIL SALES
PER SF-HIGH

TOTAL
DEMAND-HIGH
PRODUCTIVITY
(SF)

NEIGHBORHOOD GOODS &

SERVICES

$539,616

$358

301

$412

262

FOOD AND ALCOHOL AWAY FROM

HOME

$1,156,320

$295

980

$398

726

GAFO

$925,056

$372

249

$432

214

TOTAL DEMAND GENERATED BY

VISITORS:

1,530

1,203

Source: ULI, Hotels.com, Global Insight, Streetsense, 2014

TABLE BR-32: Summary of Retail Demand Generated by Atypical Sources (2024)

CATEGORY

TOTAL DEMAND-LOW
PRODUCTIVITY (SF)

TOTAL DEMAND-HIGH
PRODUCTIVITY (SF)

NEIGHBORHOOD GOODS & SERVICES

3,039

2,642

FOOD & BEVERAGES

1,274

944

GAFO

868

747

TOTAL ESTIMATED ATYPICAL-SOURCED RETAIL DEMAND

5,180

4,334

Table BR-33: Bethesda Row Cumulative Retail Demand Potential (2024)

208

CATEGORY

TOTAL DEMAND-LOW
PRODUCTIVITY (SF)

TOTAL DEMAND-HIGH
PRODUCTIVITY (SF)

NEIGHBORHOOD GOODS & SERVICES

70,939

61,591

FOOD & BEVERAGES

32,020

23,043

GAFO

54,979

48,484

TOTAL ESTIMATED RETAIL DEMAND

157,938

133,119

TABLE WS-36: Projected Resident -Generated Retail Demand within Primary Trade Area (2029)
CATEGORY

TOTAL EXPENDITURES

RETAIL SALES
PER SF (LOW)

TOTAL
DEMAND-LOW
PRODUCTIVITY (SF)

RETAIL SALES
PER SF (HIGH)

TOTAL
DEMAND-HIGH
PRODUCTIVITY (SF)

Groceries, Sundries
and Similar

$15,131,923

$498

8,508

$612

6,923
2,789

Prepared Foods

$3,835,363

$360

2,983

$385

Alcohol at Home

$3,821,016

$254

2,407

$310

1,972

Personal/Household
Care Products and
Services

$7,392,319

$320

6,468

$340

6,088

NG&S SUBTOTAL

$30,180,621

Food Away from Home

$15,460,767

$320

7,730

$460

5,378

Alcohol Away from

Home

$914,491

$270

474

$336

381

F&B SUBTOTAL

$16,375,258

Apparel, Accessories
and Similar

$20,398,447

$315

1,943

$343

1,784

Reading Materials,
Music and Similar

$2,756,682

$290

285

$313

264

Home Furnishings and

Decor and Similar

$10,158,947

$322

631

$380

535

Electronics,
Technology and
Similar

$13,541,626

$560

484

$690

393

GAFO SUBTOTAL

$46,855,702

20,366

17,772

8,205

RESIDENT-GENERATED RETAIL DEMAND (PTA):

5,759

3,343

2,976

31,913

26,507

Source: Nielsen Company/Claritas, ULI, Streetsense, 2014

TABLE WS-37: Projected Resident-Generated Retail Demand within Secondary Trade Area (2029)
CATEGORY

TOTAL EXPENDITURES

RETAIL SALES
PER SF (LOW)

TOTAL
DEMAND-LOW
PRODUCTIVITY (SF)

RETAIL SALES
PER SF (HIGH)

TOTAL
DEMAND-HIGH
PRODUCTIVITY (SF)

Groceries, Sundries
and Similar

$37,801,174

$498

9,109

$612

7,412

Prepared Foods

$9,516,614

$360

2,644

$385

2,472

Alcohol at Home

$9,258,875

$254

3,645

$310

2,987

Personal/Household
Care Products and
Services

$18,287,844

$320

6,858

$340

6,455

NG&S SUBTOTAL

$74,864,507

Food Away from Home

$37,228,091

$320

6,980

$460

4,856

Alcohol Away from

Home

$2,206,294

$270

490

$336

394

F&B SUBTOTAL

$39,434,385

Apparel, Accessories
and Similar

$51,142,588

$315

4,871

$343

4,473

Reading Materials,
Music and Similar

$7,015,055

$290

726

$313

672

Home Furnishings and

Decor and Similar

$25,986,461

$322

2,421

$380

2,052

Electronics,
Technology and
Similar

$25,381,598

$560

1,360

$690

1,104

GAFO SUBTOTAL

$109,525,702

22,255

19,325

7,471

RESIDENT-GENERATED RETAIL DEMAND (STA):

5,250

9,377

8,301

39,103

32,876

Source: Nielsen Company/Claritas, ULI, Streetsense, 2014

209
FINAL DRAFT | OCTOBER 20, 2014

TABLE WS-38: Projected Resident-Generated Retail Demand within Tertiary Trade Area (2029)
CATEGORY

TOTAL EXPENDITURES

RETAIL SALES
PER SF (LOW)

TOTAL
DEMAND-LOW
PRODUCTIVITY (SF)

RETAIL SALES
PER SF (HIGH)

TOTAL
DEMAND-HIGH
PRODUCTIVITY (SF)

Groceries, Sundries
and Similar

$172,776,682

$498

10,408

$612

8,469

$360

1,791

$385

1,675

Prepared Foods

$42,989,535

Alcohol at Home

$40,136,403

$254

2,370

$310

1,942

Personal/Household
Care Products and
Services

$81,294,859

$320

6,351

$340

5,978

NG&S SUBTOTAL

$337,197,479

Food Away from Home

$161,644,397

$320

3,789

$460

2,636

Alcohol Away from

Home

$9,538,363

$270

177

$336

142

F&B SUBTOTAL

$171,182,760

Apparel, Accessories
and Similar

$228,193,604

$315

19,922

$343

18,295

Reading Materials,
Music and Similar

$30,647,201

$290

2,642

$313

2,448

Home Furnishings and

Decor and Similar

$117,817,194

$322

10,977

$380

9,301

Electronics,
Technology and
Similar

$115,059,784

$560

5,650

$690

4,586

GAFO SUBTOTAL

$491,717,783

20,921

18,064

3,965

RESIDENT-GENERATED RETAIL DEMAND

(TTA):

2,777

39,191

34,630

64,077

55,472

Source: Nielsen Company/Claritas, ULI, Streetsense, 2014

TABLE WS-39: Summary of Resident Generated Retail Demand (2029)

CATEGORY

TOTAL DEMAND-LOW
PRODUCTIVITY (SF)

TOTAL DEMAND-HIGH
PRODUCTIVITY (SF)

NEIGHBORHOOD GOODS & SERVICES

63,542

55,162

FOOD & BEVERAGES

19,640

13,786

GAFO

51,910

45,906

TOTAL ESTIMATED HOUSEHOLD-BASED RETAIL DEMAND

135,093

114,854

TABLE WS-40: Projected Workplace-Based Retail Demand, Executive and Professional (2029)
CATEGORY

TOTAL
EXPENDITURES

RETAIL SALES
PER SF-LOW

TOTAL
DEMAND-LOW
PRODUCTIVITY
(SF)

RETAIL SALES
PER SF-HIGH

TOTAL
DEMAND-HIGH
PRODUCTIVITY
(SF)

NEIGHBORHOOD GOODS & SERVICES

$4,058,540

$358

6,235

$412

5,421

FOOD AND ALCOHOL AWAY FROM

HOME

$4,108,277

$295

8,356

$398

6,193

GAFO

$2,738,851

$372

4,052

$432

3,491

TOTAL DEMAND BY EXEC AND PROF:

Source: Nielsen Company/Claritas, ULI, ICSC, Streetsense, 2014

210

18,643

15,106

TABLE WS-41: Projected Workplace-Based Retail Demand, Administrative/Support/Retail/Government (2029)

CATEGORY

TOTAL
EXPENDITURES

RETAIL SALES
PER SF-LOW

TOTAL
DEMAND-LOW
PRODUCTIVITY
(SF)

RETAIL SALES
PER SF-HIGH

TOTAL
DEMAND-HIGH
PRODUCTIVITY
(SF)

NEIGHBORHOOD GOODS &

SERVICES

$2,595,138

$358

4,204

$412

3,656

FOOD AND ALCOHOL AWAY FROM

HOME

$2,464,789

$295

5,347

$398

3,963

GAFO

$1,540,493

$372

1,160

$432

1,000

TOTAL DEMAND BY ADMIN/

SUPPORT/RETAIL/GOVT:

10,712

8,619

Source: Nielsen Company/Claritas, ULI, ICSC, Streetsense, 2014

TABLE WS-42: Projected Workplace-Based Retail Demand, Trade and Labor (2029)
CATEGORY

TOTAL
EXPENDITURES

RETAIL SALES
PER SF-LOW

TOTAL
DEMAND-LOW
PRODUCTIVITY
(SF)

RETAIL SALES
PER SF-HIGH

TOTAL
DEMAND-HIGH
PRODUCTIVITY
(SF)

NEIGHBORHOOD GOODS &

SERVICES

$748,458

$358

335

$412

291

FOOD AND ALCOHOL AWAY FROM

HOME

$777,892

$295

554

$398

410

GAFO

$424,687

$372

149

$432

128

TOTAL DEMAND BY TRADE AND

LABOR:

1,037

829

Source: Nielsen Company/Claritas, ULI, ICSC, Streetsense, 2014

TABLE WS-43: Summary of Workplace-Based Generated Retail Demand (2029)

CATEGORY

TOTAL DEMAND-LOW
PRODUCTIVITY (SF)

TOTAL DEMAND-HIGH
PRODUCTIVITY (SF)

NEIGHBORHOOD GOODS & SERVICES

10,774

9,368

FOOD & BEVERAGES

14,257

10,567

GAFO

5,361

4,619

TOTAL ESTIMATED WORKPLACE-BASED RETAIL DEMAND

30,392

24,554

211
FINAL DRAFT | OCTOBER 20, 2014

TABLE WS-44: Projected Retail Demand Generated by Commuters (2029)

CATEGORY

TOTAL
EXPENDITURES

RETAIL SALES
PER SF-LOW

TOTAL
DEMAND-LOW
PRODUCTIVITY
(SF)

RETAIL SALES
PER SF-HIGH

TOTAL
DEMAND-HIGH
PRODUCTIVITY
(SF)

NEIGHBORHOOD GOODS &

SERVICES

$1,170,943

$358

3,271

$412

2,844

FOOD AND ALCOHOL AWAY FROM

HOME

$118,284

$295

401

$398

297

GAFO

$272,062

$372

732

$432

631

TOTAL DEMAND GENERATED BY

COMMUTERS:

$1,561,289

4,404

3,772

Source: Nielsen Company/Claritas, ULI, Streetsense, 2014

TABLE WS-45: Visitor-Based Retail Demand (2029)

CATEGORY

TOTAL
EXPENDITURES

RETAIL SALES
PER SF-LOW

TOTAL
DEMAND-LOW
PRODUCTIVITY
(SF)

RETAIL SALES
PER SF-HIGH

TOTAL
DEMAND-HIGH
PRODUCTIVITY
(SF)

NEIGHBORHOOD GOODS &

SERVICES

$539,616

$358

301

$412

262

FOOD AND ALCOHOL AWAY FROM

HOME

$1,156,320

$295

980

$398

726

GAFO

$925,056

$372

249

$432

214

TOTAL DEMAND GENERATED BY

VISITORS:

1,530

1,203

Source: ULI, Hotels.com, Global Insight, Streetsense, 2014

TABLE WS-46: Summary of Retail Demand Generated by Atypical Sources (2029)

CATEGORY

TOTAL DEMAND-LOW
PRODUCTIVITY (SF)

TOTAL DEMAND-HIGH
PRODUCTIVITY (SF)

NEIGHBORHOOD GOODS & SERVICES

3,572

3,106

FOOD & BEVERAGES

1,381

1,024

GAFO

981

845

TOTAL ESTIMATED ATYPICAL-SOURCED RETAIL DEMAND

5,934

4,974

Table WS-47: Wisconsin South Cumulative Retail Demand Potential (2029)

212

CATEGORY

TOTAL DEMAND-LOW
PRODUCTIVITY (SF)

TOTAL DEMAND-HIGH
PRODUCTIVITY (SF)

NEIGHBORHOOD GOODS & SERVICES

77,889

67,635

FOOD & BEVERAGES

35,278

25,377

GAFO

58,252

51,370

TOTAL ESTIMATED RETAIL DEMAND

171,419

144,382

TABLE WS-48: Proposed Resident -Generated Retail Demand within Primary Trade Area (2034)
CATEGORY

TOTAL EXPENDITURES

RETAIL SALES
PER SF (LOW)

TOTAL
DEMAND-LOW
PRODUCTIVITY (SF)

RETAIL SALES
PER SF (HIGH)

TOTAL
DEMAND-HIGH
PRODUCTIVITY (SF)

Groceries, Sundries
and Similar

$17,564,340

$498

9,876

$612

8,036
3,240

Prepared Foods

$4,454,410

$360

3,465

$385

Alcohol at Home

$4,407,355

$254

2,776

$310

2,275

Personal/Household
Care Products and
Services

$8,539,504

$320

7,472

$340

7,033

NG&S SUBTOTAL

$34,965,609

Food Away from Home

$17,816,705

$320

8,908

$460

6,197

Alcohol Away from

Home

$1,054,462

$270

547

$336

439

F&B SUBTOTAL

$18,871,167

Apparel, Accessories
and Similar

$23,622,109

$315

2,250

$343

2,066

Reading Materials,
Music and Similar

$3,183,329

$290

329

$313

305

Home Furnishings and

Decor and Similar

$11,766,449

$322

731

$380

619

Electronics,
Technology and
Similar

$16,822,998

$560

601

$690

488

GAFO SUBTOTAL

$55,394,885

23,588

20,583

9,455

RESIDENT-GENERATED RETAIL DEMAND (PTA):

6,636

3,911

3,478

36,954

30,697

Source: Nielsen Company/Claritas, ULI, Streetsense, 2014

TABLE WS-49: Proposed Resident-Generated Retail Demand within Secondary Trade Area (2034)
CATEGORY

TOTAL EXPENDITURES

RETAIL SALES
PER SF (LOW)

TOTAL
DEMAND-LOW
PRODUCTIVITY (SF)

RETAIL SALES
PER SF (HIGH)

TOTAL
DEMAND-HIGH
PRODUCTIVITY (SF)

Groceries, Sundries
and Similar

$42,131,406

$498

10,152

$612

8,261

Prepared Foods

$10,607,119

$360

2,946

$385

2,755

Alcohol at Home

$10,319,358

$254

4,063

$310

3,329

Personal/Household
Care Products and
Services

$20,382,320

$320

7,643

$340

7,194

NG&S SUBTOTAL

$83,440,203

Food Away from Home

$41,492,981

$320

7,780

$460

5,412

Alcohol Away from

Home

$2,458,832

$270

546

$336

439

F&B SUBTOTAL

$43,951,813

Apparel, Accessories
and Similar

$57,001,293

$315

5,429

$343

4,986

Reading Materials,
Music and Similar

$7,818,585

$290

809

$313

749

Home Furnishings and

Decor and Similar

$28,963,937

$322

2,699

$380

2,287

Electronics,
Technology and
Similar

$28,289,317

$560

1,515

$690

1,230

GAFO SUBTOTAL

$122,073,132

24,805

21,539

8,326

RESIDENT-GENERATED RETAIL DEMAND (STA):

5,851

10,452

9,252

43,583

36,641

Source: Nielsen Company/Claritas, ULI, Streetsense, 2014

213
FINAL DRAFT | OCTOBER 20, 2014

TABLE WS-50: Proposed Resident-Generated Retail Demand within Tertiary Trade Area (2034)
CATEGORY

TOTAL EXPENDITURES

RETAIL SALES
PER SF (LOW)

TOTAL
DEMAND-LOW
PRODUCTIVITY (SF)

RETAIL SALES
PER SF (HIGH)

TOTAL
DEMAND-HIGH
PRODUCTIVITY (SF)

Groceries, Sundries
and Similar

$181,791,118

$498

10,951

$612

8,911

Prepared Foods

$45,232,467

$360

1,885

$385

1,762

Alcohol at Home

$42,230,476

$254

2,494

$310

2,043

Personal/Household
Care Products and
Services

$85,536,330

$320

6,683

$340

6,289

NG&S SUBTOTAL

$354,790,391

Food Away from Home

$170,078,017

$320

3,986

$460

2,773

Alcohol Away from

Home

$10,036,017

$270

186

$336

149

F&B SUBTOTAL

$180,114,035

Apparel, Accessories
and Similar

$240,099,357

$315

20,961

$343

19,250

Reading Materials,
Music and Similar

$32,246,185

$290

2,780

$313

2,576

Home Furnishings and

Decor and Similar

$123,964,178

$322

11,549

$380

9,787

Electronics,
Technology and
Similar

$121,062,903

$560

5,945

$690

4,825

GAFO SUBTOTAL

$517,372,624

22,012

19,006

4,172

RESIDENT-GENERATED RETAIL DEMAND

(TTA):

2,922

41,235

36,437

67,420

58,366

Source: Nielsen Company/Claritas, ULI, Streetsense, 2014

TABLE WS-51: Summary of Resident-Generated Retail Demand (2034)

CATEGORY

TOTAL DEMAND-LOW
PRODUCTIVITY (SF)

TOTAL DEMAND-HIGH
PRODUCTIVITY (SF)

NEIGHBORHOOD GOODS & SERVICES

70,406

61,128

FOOD & BEVERAGES

21,954

15,410

GAFO

55,598

49,167

TOTAL ESTIMATED HOUSEHOLD-BASED RETAIL DEMAND

147,957

125,705

TABLE WS-52: Proposed Workplace-Based Retail Demand, Executive and Professional (2034)
CATEGORY

TOTAL
EXPENDITURES

RETAIL SALES
PER SF-LOW

TOTAL
DEMAND-LOW
PRODUCTIVITY
(SF)

RETAIL SALES
PER SF-HIGH

TOTAL
DEMAND-HIGH
PRODUCTIVITY
(SF)

NEIGHBORHOOD GOODS & SERVICES

$4,079,956

$358

6,268

$412

5,450

FOOD AND ALCOHOL AWAY FROM

HOME

$4,129,955

$295

8,400

$398

6,226

GAFO

$2,753,304

$372

4,073

$432

3,509

TOTAL DEMAND BY EXEC AND PROF:

Source: Nielsen Company/Claritas, ULI, ICSC, Streetsense, 2014

214

18,741

15,185

TABLE WS-53: Projected Workplace-Based Retail Demand, Administrative/Support/Retail/Government (2034)

CATEGORY

TOTAL
EXPENDITURES

RETAIL SALES
PER SF-LOW

TOTAL
DEMAND-LOW
PRODUCTIVITY
(SF)

RETAIL SALES
PER SF-HIGH

TOTAL
DEMAND-HIGH
PRODUCTIVITY
(SF)

NEIGHBORHOOD GOODS &

SERVICES

$2,608,832

$358

4,227

$412

3,675

FOOD AND ALCOHOL AWAY FROM

HOME

$2,477,795

$295

5,376

$398

3,984

GAFO

$1,548,622

$372

1,166

$432

1,005

TOTAL DEMAND BY ADMIN/

SUPPORT/RETAIL/GOVT:

10,769

8,664

Source: Nielsen Company/Claritas, ULI, ICSC, Streetsense, 2014

TABLE WS-54: Projected Workplace-Based Retail Demand, Trade and Labor (2034)
CATEGORY

TOTAL
EXPENDITURES

RETAIL SALES
PER SF-LOW

TOTAL
DEMAND-LOW
PRODUCTIVITY
(SF)

RETAIL SALES
PER SF-HIGH

TOTAL
DEMAND-HIGH
PRODUCTIVITY
(SF)

NEIGHBORHOOD GOODS &

SERVICES

$752,407

$358

336

$412

292

FOOD AND ALCOHOL AWAY FROM

HOME

$781,996

$295

557

$398

413

GAFO

$426,928

$372

149

$432

129

TOTAL DEMAND BY TRADE AND

LABOR:

1,042

834

Source: Nielsen Company/Claritas, ULI, ICSC, Streetsense, 2014

TABLE WS-55: Summary of Workplace-Based Generated Retail Demand (2034)

CATEGORY

TOTAL DEMAND-LOW
PRODUCTIVITY (SF)

TOTAL DEMAND-HIGH
PRODUCTIVITY (SF)

NEIGHBORHOOD GOODS & SERVICES

10,831

9,417

FOOD & BEVERAGES

14,332

10,623

GAFO

5,389

4,643

TOTAL ESTIMATED WORKPLACE-BASED RETAIL DEMAND

30,552

24,683

TABLE WS-56: Projected Retail Demand Generated by Commuters (2034)

CATEGORY

TOTAL
EXPENDITURES

RETAIL SALES
PER SF-LOW

TOTAL
DEMAND-LOW
PRODUCTIVITY
(SF)

RETAIL SALES
PER SF-HIGH

TOTAL
DEMAND-HIGH
PRODUCTIVITY
(SF)

NEIGHBORHOOD GOODS &

SERVICES

$1,359,201

$358

3,797

$412

3,301

FOOD AND ALCOHOL AWAY FROM

HOME

$127,794

$295

433

$398

321

GAFO

$292,209

$372

786

$432

677

TOTAL DEMAND GENERATED BY

COMMUTERS:

$1,779,204

5,016

4,299

215

Source: Nielsen Company/Claritas, ULI, Streetsense, 2014

FINAL DRAFT | OCTOBER 20, 2014

TABLE WS-57: Visitor-Based Retail Demand (2034)

CATEGORY

TOTAL
EXPENDITURES

RETAIL SALES
PER SF-LOW

TOTAL
DEMAND-LOW
PRODUCTIVITY
(SF)

RETAIL SALES
PER SF-HIGH

TOTAL
DEMAND-HIGH
PRODUCTIVITY
(SF)

NEIGHBORHOOD GOODS &

SERVICES

$539,616

$358

301

$412

262

FOOD AND ALCOHOL AWAY FROM

HOME

$1,156,320

$295

980

$398

726

GAFO

$925,056

$372

249

$432

214

TOTAL DEMAND GENERATED BY

VISITORS:

1,530

1,203

Source: ULI, Hotels.com, Global Insight, Streetsense, 2014

TABLE WS-58: Summary of Retail Demand Generated by Atypical Sources (2034)

CATEGORY

TOTAL DEMAND-LOW
PRODUCTIVITY (SF)

TOTAL DEMAND-HIGH
PRODUCTIVITY (SF)

NEIGHBORHOOD GOODS & SERVICES

4,098

3,563

FOOD & BEVERAGES

1,413

1,047

GAFO

1,035

892

TOTAL ESTIMATED ATYPICAL-SOURCED RETAIL DEMAND

6,546

5,502

Table BR-55: Bethesda Row Cumulative Retail Demand Potential (2034)

CATEGORY

TOTAL DEMAND-LOW
PRODUCTIVITY (SF)

TOTAL DEMAND-HIGH
PRODUCTIVITY (SF)

NEIGHBORHOOD GOODS & SERVICES

85,335

74,108

FOOD & BEVERAGES

37,699

27,081

GAFO

62,022

54,701

TOTAL ESTIMATED RETAIL DEMAND

185,055

155,890

Table WS-60: Wisconsin South - Existing and Projected Retail Demand

CATEGORY

EXISTING
DEMAND

2019 DEMAND

2024 DEMAND

2029 DEMAND

NG&S

53,028

56,578

61,591

67,635

74,108

F&B

20,299

22,299

23,043

25,377

27,081

GAFO

43,076

45,664

48,484

51,370

54,701

116,403

124,540

133,119

144,382

155,890

TOTAL ESTIMATED
RETAIL DEMAND:

Source: Nielsen Company/Claritas, ULI, Hotels.com, Global Insight, WMATA, ICSC, BAE, Streetsense, 2014

216

2034 DEMAND

WOODMONT TRIANGLE RETAIL DISTRICT

TABLE WT-1: Resident -Generated Retail Demand within Primary Trade Area
CATEGORY

TOTAL EXPENDITURES

RETAIL SALES
PER SF (LOW)

TOTAL
DEMAND-LOW
PRODUCTIVITY (SF)

RETAIL SALES
PER SF (HIGH)

TOTAL
DEMAND-HIGH
PRODUCTIVITY (SF)

Groceries, Sundries
and Similar

$13,672,787

$498

8,237

$612

6,702
2,268

Prepared Foods

$3,492,976

$360

2,426

$385

Alcohol at Home

$3,513,322

$254

2,351

$310

1,927

Personal/Household
Care Products and
Services

$6,778,500

$320

3,177

$340

2,991

NG&S SUBTOTAL

$27,457,585

Food Away from Home

$14,422,979

$320

14,423

$460

10,033

Alcohol Away from

Home

$836,379

$270

1,038

$336

834

F&B SUBTOTAL

$15,259,358

Apparel, Accessories
and Similar

$18,718,579

$315

3,565

$343

3,274

Reading Materials,
Music and Similar

$2,470,500

$290

554

$313

513

Home Furnishings and

Decor and Similar

$9,265,795

$322

1,727

$380

1,463

Electronics,
Technology and
Similar

$9,263,392

$560

827

$690

671

GAFO SUBTOTAL

$39,718,266

16,191

13,888

15,461

RESIDENT-GENERATED RETAIL DEMAND (PTA):

10,867

6,673

5,922

38,325

30,677

Source: Nielsen Company/Claritas, ULI, Streetsense, 2014

TABLE WT-2: Resident-Generated Retail Demand within Secondary Trade Area

CATEGORY

TOTAL EXPENDITURES

RETAIL SALES
PER SF (LOW)

TOTAL
DEMAND-LOW
PRODUCTIVITY (SF)

RETAIL SALES
PER SF (HIGH)

TOTAL
DEMAND-HIGH
PRODUCTIVITY (SF)

Groceries, Sundries
and Similar

$8,395,591

$498

3,035

$612

2,469

Prepared Foods

$2,108,696

$360

879

$385

822

Alcohol at Home

$2,064,858

$254

976

$310

799

Personal/Household
Care Products and
Services

$4,095,380

$320

1,280

$340

1,205

NG&S SUBTOTAL

$16,664,525

Food Away from Home

$8,345,327

$320

6,520

$460

4,536

Alcohol Away from

Home

$495,403

$270

459

$336

369

F&B SUBTOTAL

$8,840,730

Apparel, Accessories
and Similar

$11,569,753

$315

1,653

$343

1,518

Reading Materials,
Music and Similar

$1,553,341

$290

241

$313

223

Home Furnishings and

Decor and Similar

$5,874,098

$322

547

$380

464

Electronics,
Technology and
Similar

$5,699,570

$560

254

$690

207

GAFO SUBTOTAL

$24,696,762

6,169

5,295

6,978

RESIDENT-GENERATED RETAIL DEMAND (STA):

4,904

2,696

2,411

15,843

12,610

Source: Nielsen Company/Claritas, ULI, Streetsense, 2014

217
FINAL DRAFT | OCTOBER 20, 2014

TABLE WT-3: Resident-Generated Retail Demand within Tertiary Trade Area

CATEGORY

TOTAL EXPENDITURES

RETAIL SALES
PER SF (LOW)

TOTAL
DEMAND-LOW
PRODUCTIVITY (SF)

RETAIL SALES
PER SF (HIGH)

TOTAL
DEMAND-HIGH
PRODUCTIVITY (SF)

Groceries, Sundries
and Similar

$150,240,593

$498

3,017

$612

2,455

$360

1,038

$385

971

Prepared Foods

$37,382,204

Alcohol at Home

$34,901,220

$254

1,031

$310

844

Personal/Household
Care Products and
Services

$70,691,182

$320

552

$340

520

NG&S SUBTOTAL

$293,215,199

Food Away from Home

$140,560,345

$320

17,570

$460

12,223

Alcohol Away from

Home

$8,294,229

$270

922

$336

741

F&B SUBTOTAL

$148,854,574

Apparel, Accessories
and Similar

$198,429,221

$315

12,599

$343

11,570

Reading Materials,
Music and Similar

$26,649,740

$290

689

$313

639

Home Furnishings and

Decor and Similar

$102,449,734

$322

3,977

$380

3,370

Electronics,
Technology and
Similar

$100,051,986

$560

1,787

$690

1,450

GAFO SUBTOTAL

$427,580,681

5,638

4,790

18,492

RESIDENT-GENERATED RETAIL DEMAND

(TTA):

12,963

19,052

17,029

43,181

34,782

Source: Nielsen Company/Claritas, ULI, Streetsense, 2014

TABLE WT-4 : Summary of Resident Generated Retail Demand

CATEGORY

TOTAL DEMAND-LOW
PRODUCTIVITY (SF)

TOTAL DEMAND-HIGH
PRODUCTIVITY (SF)

NEIGHBORHOOD GOODS & SERVICES

27,998

23,972

FOOD & BEVERAGES

40,931

28,735

GAFO

28,420

25,362

TOTAL ESTIMATED HOUSEHOLD-BASED RETAIL DEMAND

97,349

78,069

TABLE WT-5: Workplace-Based Retail Demand, Executive and Professional (PTA)

CATEGORY

TOTAL
EXPENDITURES

RETAIL SALES
PER SF-LOW

TOTAL
DEMAND-LOW
PRODUCTIVITY
(SF)

RETAIL SALES
PER SF-HIGH

TOTAL
DEMAND-HIGH
PRODUCTIVITY
(SF)

NEIGHBORHOOD GOODS & SERVICES

$5,946,192

$358

7,474

$412

6,499

FOOD AND ALCOHOL AWAY FROM

HOME

$6,019,062

$295

10,202

$398

7,562

GAFO

$4,012,708

$372

2,699

$432

2,325

TOTAL DEMAND BY EXEC AND PROF:

Source: Nielsen Company/Claritas, ULI, ICSC, Streetsense, 2014

218

20,375

16,385

TABLE WT-6: Workplace-Based Retail Demand, Administrative/Support/Retail/Government (PTA)

CATEGORY

TOTAL
EXPENDITURES

RETAIL SALES
PER SF-LOW

TOTAL
DEMAND-LOW
PRODUCTIVITY
(SF)

RETAIL SALES
PER SF-HIGH

TOTAL
DEMAND-HIGH
PRODUCTIVITY
(SF)

NEIGHBORHOOD GOODS &

SERVICES

$2,415,570

$358

3,374

$412

2,933

FOOD AND ALCOHOL AWAY FROM

HOME

$2,294,240

$295

4,666

$398

3,459

GAFO

$1,433,900

$372

771

$432

665

TOTAL DEMAND BY ADMIN/

SUPPORT/RETAIL/GOVT:

8,811

7,057

Source: Nielsen Company/Claritas, ULI, ICSC, Streetsense, 2014

TABLE WT-7: Workplace-Based Retail Demand, Trade and Labor (PTA)

CATEGORY

TOTAL
EXPENDITURES

RETAIL SALES
PER SF-LOW

TOTAL
DEMAND-LOW
PRODUCTIVITY
(SF)

RETAIL SALES
PER SF-HIGH

TOTAL
DEMAND-HIGH
PRODUCTIVITY
(SF)

NEIGHBORHOOD GOODS &

SERVICES

$841,050

$358

470

$412

409

FOOD AND ALCOHOL AWAY FROM

HOME

$874,125

$295

741

$398

549

GAFO

$477,225

$372

128

$432

111

TOTAL DEMAND BY TRADE AND

LABOR:

1,339

1,068

Source: Nielsen Company/Claritas, ULI, ICSC, Streetsense, 2014

TABLE WT-8: Summary of Workplace-Based Generated Retail Demand (PTA)

CATEGORY

TOTAL DEMAND-LOW
PRODUCTIVITY (SF)

TOTAL DEMAND-HIGH
PRODUCTIVITY (SF)

NEIGHBORHOOD GOODS & SERVICES

11,318

9,840

FOOD & BEVERAGES

15,609

11,569

GAFO

3,598

3,100

TOTAL ESTIMATED WORKPLACE-BASED RETAIL DEMAND

30,525

24,510

219
FINAL DRAFT | OCTOBER 20, 2014

TABLE WT-9: Visitor-Based Retail Demand

CATEGORY

TOTAL
EXPENDITURES

RETAIL SALES
PER SF-LOW

TOTAL
DEMAND-LOW
PRODUCTIVITY
(SF)

RETAIL SALES
PER SF-HIGH

TOTAL
DEMAND-HIGH
PRODUCTIVITY
(SF)

NEIGHBORHOOD GOODS &

SERVICES

$1,133,195

$358

886

$412

771

FOOD AND ALCOHOL AWAY FROM

HOME

$2,428,275

$295

2,881

$398

2,135

GAFO

$1,942,620

$372

627

$432

540

TOTAL DEMAND GENERATED BY

VISITORS:

4,394

3,446

Source: ULI, Hotels.com, Global Insight, Streetsense, 2014

TABLE WT-10: Summary of Retail Demand Generated by Atypical Sources

CATEGORY

TOTAL DEMAND-LOW
PRODUCTIVITY (SF)

TOTAL DEMAND-HIGH
PRODUCTIVITY (SF)

NEIGHBORHOOD GOODS & SERVICES

886

771

FOOD & BEVERAGES

2,881

2,135

GAFO

627

540

TOTAL ESTIMATED ATYPICAL-SOURCED RETAIL DEMAND

4,394

3,446

Table WT-11: Woodmont Triangle Cumulative Retail Demand Potential (2014)

220

CATEGORY

TOTAL DEMAND-LOW
PRODUCTIVITY (SF)

TOTAL DEMAND-HIGH
PRODUCTIVITY (SF)

NEIGHBORHOOD GOODS & SERVICES

40,202

34,583

FOOD & BEVERAGES

59,421

42,439

GAFO

32,645

29,002

TOTAL ESTIMATED RETAIL DEMAND

132,268

106,025

TABLE WT-12: Projected Resident -Generated Retail Demand within Primary Trade Area (2019)
CATEGORY

TOTAL EXPENDITURES

RETAIL SALES
PER SF (LOW)

TOTAL
DEMAND-LOW
PRODUCTIVITY (SF)

RETAIL SALES
PER SF (HIGH)

TOTAL
DEMAND-HIGH
PRODUCTIVITY (SF)

Groceries, Sundries
and Similar

$14,374,931

$498

8,660

$612

7,047

Prepared Foods

$3,672,328

$360

2,550

$385

2,385

Alcohol at Home

$3,696,649

$254

2,474

$310

2,027

Personal/Household
Care Products and
Services

$7,126,551

$320

3,341

$340

3,144

NG&S SUBTOTAL

$28,870,459

Food Away from Home

$15,163,760

$320

15,164

$460

10,549

Alcohol Away from

Home

$879,309

$270

1,091

$336

877

F&B SUBTOTAL

$16,043,069

Apparel, Accessories
and Similar

$19,679,893

$315

3,749

$343

3,443

Reading Materials,
Music and Similar

$2,863,310

$290

642

$313

595

Home Furnishings and

Decor and Similar

$9,741,523

$322

1,815

$380

1,538

Electronics,
Technology and
Similar

$9,738,961

$560

870

$690

706

GAFO SUBTOTAL

$42,023,687

17,025

14,602

16,255

RESIDENT-GENERATED RETAIL DEMAND (PTA):

11,425

7,075

6,281

40,354

32,309

Source: Nielsen Company/Claritas, ULI, Streetsense, 2014

TABLE WT-13: Resident-Generated Retail Demand within Secondary Trade Area (2019)
CATEGORY

TOTAL EXPENDITURES

RETAIL SALES
PER SF (LOW)

TOTAL
DEMAND-LOW
PRODUCTIVITY (SF)

RETAIL SALES
PER SF (HIGH)

TOTAL
DEMAND-HIGH
PRODUCTIVITY (SF)

Groceries, Sundries
and Similar

$8,964,455

$498

3,240

$612

2,637

Prepared Foods

$2,251,608

$360

938

$385

877

Alcohol at Home

$2,204,754

$254

1,042

$310

853

Personal/Household
Care Products and
Services

$4,570,444

$320

1,428

$340

1,344

NG&S SUBTOTAL

$17,991,261

Food Away from Home

$8,910,827

$320

6,962

$460

4,843

Alcohol Away from

Home

$528,927

$270

490

$336

394

F&B SUBTOTAL

$9,439,754

Apparel, Accessories
and Similar

$12,911,844

$315

1,845

$343

1,694

Reading Materials,
Music and Similar

$1,733,529

$290

269

$313

249

Home Furnishings and

Decor and Similar

$6,272,094

$322

584

$380

495

Electronics,
Technology and
Similar

$6,085,734

$560

272

$690

220

GAFO SUBTOTAL

$27,003,201

6,648

5,712

7,451

RESIDENT-GENERATED RETAIL DEMAND (STA):

5,236

2,970

2,659

17,069

13,607

Source: Nielsen Company/Claritas, ULI, Streetsense, 2014

221
FINAL DRAFT | OCTOBER 20, 2014

TABLE WT-14: Projected Resident-Generated Retail Demand within Tertiary Trade Area (2019)
CATEGORY

TOTAL EXPENDITURES

RETAIL SALES
PER SF (LOW)

TOTAL
DEMAND-LOW
PRODUCTIVITY (SF)

RETAIL SALES
PER SF (HIGH)

TOTAL
DEMAND-HIGH
PRODUCTIVITY (SF)

Groceries, Sundries
and Similar

$157,752,623

$498

3,168

$612

2,578

$360

1,090

$385

1,020

Prepared Foods

$39,251,314

Alcohol at Home

$36,646,281

$254

1,082

$310

887

Personal/Household
Care Products and
Services

$74,225,741

$320

580

$340

546

NG&S SUBTOTAL

$307,875,959

Food Away from Home

$147,588,362

$320

18,449

$460

12,834

Alcohol Away from

Home

$8,708,940

$270

968

$336

778

F&B SUBTOTAL

$156,297,303

Apparel, Accessories
and Similar

$208,350,682

$315

13,229

$343

12,149

Reading Materials,
Music and Similar

$27,982,227

$290

724

$313

671

Home Furnishings and

Decor and Similar

$107,572,221

$322

4,176

$380

3,539

Electronics,
Technology and
Similar

$105,054,585

$560

1,876

$690

1,523

GAFO SUBTOTAL

$448,959,715

5,920

5,030

19,416

RESIDENT-GENERATED RETAIL DEMAND

(TTA):

13,611

20,004

17,880

45,340

36,521

Source: Nielsen Company/Claritas, ULI, Streetsense, 2014

TABLE WT-15 : Summary of Projected Resident-Generated Retail Demand (2019)

CATEGORY

TOTAL DEMAND-LOW
PRODUCTIVITY (SF)

TOTAL DEMAND-HIGH
PRODUCTIVITY (SF)

NEIGHBORHOOD GOODS & SERVICES

29,593

25,344

FOOD & BEVERAGES

43,122

30,273

GAFO

30,049

26,820

TOTAL ESTIMATED HOUSEHOLD-BASED RETAIL DEMAND

102,764

82,437

TABLE WT-16: Projected Workplace-Based Retail Demand, Executive and Professional (2019)
CATEGORY

TOTAL
EXPENDITURES

RETAIL SALES
PER SF-LOW

TOTAL
DEMAND-LOW
PRODUCTIVITY
(SF)

RETAIL SALES
PER SF-HIGH

TOTAL
DEMAND-HIGH
PRODUCTIVITY
(SF)

NEIGHBORHOOD GOODS & SERVICES

$6,335,911

$358

7,964

$412

6,924

FOOD AND ALCOHOL AWAY FROM

HOME

$6,413,557

$295

10,870

$398

8,057

GAFO

$4,275,705

$372

2,875

$432

2,477

TOTAL DEMAND BY EXEC AND PROF:

Source: Nielsen Company/Claritas, ULI, ICSC, Streetsense, 2014

222

21,710

17,459

TABLE WT-17: Projected Workplace-Based Retail Demand, Administrative/Support/Retail/Government (2019)

CATEGORY

TOTAL
EXPENDITURES

RETAIL SALES
PER SF-LOW

TOTAL
DEMAND-LOW
PRODUCTIVITY
(SF)

RETAIL SALES
PER SF-HIGH

TOTAL
DEMAND-HIGH
PRODUCTIVITY
(SF)

NEIGHBORHOOD GOODS &

SERVICES

$2,573,889

$358

3,595

$412

3,126

FOOD AND ALCOHOL AWAY FROM

HOME

$2,444,607

$295

4,972

$398

3,685

GAFO

$1,527,879

$372

822

$432

708

TOTAL DEMAND BY ADMIN/

SUPPORT/RETAIL/GOVT:

9,389

7,519

Source: Nielsen Company/Claritas, ULI, ICSC, Streetsense, 2014

TABLE WT-18: Projected Workplace-Based Retail Demand, Trade and Labor (2019)
CATEGORY

TOTAL
EXPENDITURES

RETAIL SALES
PER SF-LOW

TOTAL
DEMAND-LOW
PRODUCTIVITY
(SF)

RETAIL SALES
PER SF-HIGH

TOTAL
DEMAND-HIGH
PRODUCTIVITY
(SF)

NEIGHBORHOOD GOODS &

SERVICES

$896,173

$358

501

$412

435

FOOD AND ALCOHOL AWAY FROM

HOME

$931,416

$295

789

$398

585

GAFO

$508,503

$372

137

$432

118

TOTAL DEMAND BY TRADE AND

LABOR:

1,427

1,138

Source: Nielsen Company/Claritas, ULI, ICSC, Streetsense, 2014

TABLE WT-19: Summary of Workplace-Based Generated Retail Demand (2019)

CATEGORY

TOTAL DEMAND-LOW
PRODUCTIVITY (SF)

TOTAL DEMAND-HIGH
PRODUCTIVITY (SF)

NEIGHBORHOOD GOODS & SERVICES

12,060

10,485

FOOD & BEVERAGES

16,632

12,328

GAFO

3,834

3,303

TOTAL ESTIMATED WORKPLACE-BASED RETAIL DEMAND

32,526

26,116

223
FINAL DRAFT | OCTOBER 20, 2014

TABLE WT-20: Visitor-Based Retail Demand (2019)

CATEGORY

TOTAL
EXPENDITURES

RETAIL SALES
PER SF-LOW

TOTAL
DEMAND-LOW
PRODUCTIVITY
(SF)

RETAIL SALES
PER SF-HIGH

TOTAL
DEMAND-HIGH
PRODUCTIVITY
(SF)

NEIGHBORHOOD GOODS &

SERVICES

$1,133,895

$358

887

$412

771

FOOD AND ALCOHOL AWAY FROM

HOME

$2,429,775

$295

2,883

$398

2,137

GAFO

$1,943,820

$372

627

$432

541

TOTAL DEMAND GENERATED BY

VISITORS:

4,397

3,448

Source: ULI, Hotels.com, Global Insight, Streetsense, 2014

TABLE WT-21: Summary of Retail Demand Generated by Atypical Sources (2019)

CATEGORY

TOTAL DEMAND-LOW
PRODUCTIVITY (SF)

TOTAL DEMAND-HIGH
PRODUCTIVITY (SF)

NEIGHBORHOOD GOODS & SERVICES

887

771

FOOD & BEVERAGES

2,883

161

GAFO

627

541

TOTAL ESTIMATED ATYPICAL-SOURCED RETAIL DEMAND

4,397

1,473

Table WT-22: Woodmont Triangle Cumulative Retail Demand Potential (2019)

224

CATEGORY

TOTAL DEMAND-LOW
PRODUCTIVITY (SF)

TOTAL DEMAND-HIGH
PRODUCTIVITY (SF)

NEIGHBORHOOD GOODS & SERVICES

42,539

36,600

FOOD & BEVERAGES

62,637

42,762

GAFO

34,510

30,664

TOTAL ESTIMATED RETAIL DEMAND

139,687

110,026

TABLE WT-23: Projected Resident -Generated Retail Demand within Primary Trade Area (2024)
CATEGORY

TOTAL EXPENDITURES

RETAIL SALES
PER SF (LOW)

TOTAL
DEMAND-LOW
PRODUCTIVITY (SF)

RETAIL SALES
PER SF (HIGH)

TOTAL
DEMAND-HIGH
PRODUCTIVITY (SF)

Groceries, Sundries
and Similar

$15,708,563

$498

9,463

$612

7,700
2,606

Prepared Foods

$4,012,984

$360

2,787

$385

Alcohol at Home

$4,044,855

$254

2,707

$310

2,218

Personal/Household
Care Products and
Services

$7,787,629

$320

3,650

$340

3,436

NG&S SUBTOTAL

$31,554,031

Food Away from Home

$16,570,778

$320

16,571

$460

11,527

Alcohol Away from

Home

$960,849

$270

1,192

$336

958

F&B SUBTOTAL

$17,531,627

Apparel, Accessories
and Similar

$21,505,785

$315

4,096

$343

3,762

Reading Materials,
Music and Similar

$3,609,401

$290

809

$313

750

Home Furnishings and

Decor and Similar

$10,645,107

$322

1,984

$380

1,681

Electronics,
Technology and
Similar

$10,642,243

$560

950

$690

771

GAFO SUBTOTAL

$46,402,536

18,607

15,960

17,763

RESIDENT-GENERATED RETAIL DEMAND (PTA):

12,485

7,839

6,963

44,209

35,409

Source: Nielsen Company/Claritas, ULI, Streetsense, 2014

TABLE WT-24: Projected Resident-Generated Retail Demand within Secondary Trade Area (2024)
CATEGORY

TOTAL EXPENDITURES

RETAIL SALES
PER SF (LOW)

TOTAL
DEMAND-LOW
PRODUCTIVITY (SF)

RETAIL SALES
PER SF (HIGH)

TOTAL
DEMAND-HIGH
PRODUCTIVITY (SF)

Groceries, Sundries
and Similar

$10,043,335

$498

3,630

$612

2,954

Prepared Foods

$2,522,648

$360

1,051

$385

983

Alcohol at Home

$2,470,074

$254

1,167

$310

956

Personal/Household
Care Products and
Services

$5,471,428

$320

1,710

$340

1,609

NG&S SUBTOTAL

$20,507,485

Food Away from Home

$9,983,327

$320

7,799

$460

5,426

Alcohol Away from

Home

$592,507

$270

549

$336

441

F&B SUBTOTAL

$10,575,834

Apparel, Accessories
and Similar

$15,457,190

$315

2,208

$343

2,028

Reading Materials,
Music and Similar

$2,075,264

$290

322

$313

298

Home Furnishings and

Decor and Similar

$7,026,914

$322

655

$380

555

Electronics,
Technology and
Similar

$6,818,114

$560

304

$690

247

GAFO SUBTOTAL

$31,377,482

7,558

6,502

8,348

RESIDENT-GENERATED RETAIL DEMAND (STA):

5,867

3,489

3,128

19,395

15,497

Source: Nielsen Company/Claritas, ULI, Streetsense, 2014

225
FINAL DRAFT | OCTOBER 20, 2014

TABLE WT-25: Projected Resident-Generated Retail Demand within Tertiary Trade Area (2024)
CATEGORY

TOTAL EXPENDITURES

RETAIL SALES
PER SF (LOW)

TOTAL
DEMAND-LOW
PRODUCTIVITY (SF)

RETAIL SALES
PER SF (HIGH)

TOTAL
DEMAND-HIGH
PRODUCTIVITY (SF)

Groceries, Sundries
and Similar

$166,767,058

$498

3,349

$612

2,725

$360

1,153

$385

1,078

Prepared Foods

$41,494,246

Alcohol at Home

$38,740,354

$254

1,144

$310

937

Personal/Household
Care Products and
Services

$78,467,212

$320

613

$340

577

NG&S SUBTOTAL

$325,468,871

Food Away from Home

$156,021,983

$320

19,503

$460

13,567

Alcohol Away from

Home

$9,206,594

$270

1,023

$336

822

F&B SUBTOTAL

$165,228,577

Apparel, Accessories
and Similar

$220,256,435

$315

13,985

$343

12,843

Reading Materials,
Music and Similar

$29,581,211

$290

765

$313

709

Home Furnishings and

Decor and Similar

$113,719,205

$322

4,415

$380

3,741

Electronics,
Technology and
Similar

$111,057,704

$560

1,983

$690

1,610

GAFO SUBTOTAL

$474,614,556

6,258

5,317

20,526

RESIDENT-GENERATED RETAIL DEMAND

(TTA):

14,389

21,147

18,902

47,931

38,608

Source: Nielsen Company/Claritas, ULI, Streetsense, 2014

TABLE WT-26 : Summary of Resident-Generated Retail Demand (2024)

CATEGORY

TOTAL DEMAND-LOW
PRODUCTIVITY (SF)

TOTAL DEMAND-HIGH
PRODUCTIVITY (SF)

NEIGHBORHOOD GOODS & SERVICES

32,424

27,779

FOOD & BEVERAGES

46,637

32,741

GAFO

32,476

28,994

TOTAL ESTIMATED HOUSEHOLD-BASED RETAIL DEMAND

111,536

89,514

TABLE WT-27: Projected Workplace-Based Retail Demand, Executive and Professional (2024)
CATEGORY

TOTAL
EXPENDITURES

RETAIL SALES
PER SF-LOW

TOTAL
DEMAND-LOW
PRODUCTIVITY
(SF)

RETAIL SALES
PER SF-HIGH

TOTAL
DEMAND-HIGH
PRODUCTIVITY
(SF)

NEIGHBORHOOD GOODS & SERVICES

$6,452,251

$358

8,110

$412

7,052

FOOD AND ALCOHOL AWAY FROM

HOME

$6,531,323

$295

11,070

$398

8,205

GAFO

$4,354,215

$372

2,928

$432

2,523

TOTAL DEMAND BY EXEC AND PROF:

Source: Nielsen Company/Claritas, ULI, ICSC, Streetsense, 2014

226

22,109

17,780

TABLE WT-28: Projected Workplace-Based Retail Demand, Administrative/Support/Retail/Government (2024)

CATEGORY

TOTAL
EXPENDITURES

RETAIL SALES
PER SF-LOW

TOTAL
DEMAND-LOW
PRODUCTIVITY
(SF)

RETAIL SALES
PER SF-HIGH

TOTAL
DEMAND-HIGH
PRODUCTIVITY
(SF)

NEIGHBORHOOD GOODS &

SERVICES

$2,621,150

$358

3,661

$412

3,183

FOOD AND ALCOHOL AWAY FROM

HOME

$2,489,494

$295

5,063

$398

3,753

GAFO

$1,555,934

$372

837

$432

721

TOTAL DEMAND BY ADMIN/

SUPPORT/RETAIL/GOVT:

9,561

7,657

Source: Nielsen Company/Claritas, ULI, ICSC, Streetsense, 2014

TABLE WT-29: Projected Workplace-Based Retail Demand, Trade and Labor (2024)
CATEGORY

TOTAL
EXPENDITURES

RETAIL SALES
PER SF-LOW

TOTAL
DEMAND-LOW
PRODUCTIVITY
(SF)

RETAIL SALES
PER SF-HIGH

TOTAL
DEMAND-HIGH
PRODUCTIVITY
(SF)

NEIGHBORHOOD GOODS &

SERVICES

$912,629

$358

510

$412

443

FOOD AND ALCOHOL AWAY FROM

HOME

$948,519

$295

804

$398

596

GAFO

$517,840

$372

139

$432

120

TOTAL DEMAND BY TRADE AND

LABOR:

1,453

1,159

Source: Nielsen Company/Claritas, ULI, ICSC, Streetsense, 2014

TABLE WT-30: Summary of Workplace-Based Generated Retail Demand (2024)

CATEGORY

TOTAL DEMAND-LOW
PRODUCTIVITY (SF)

TOTAL DEMAND-HIGH
PRODUCTIVITY (SF)

NEIGHBORHOOD GOODS & SERVICES

12,281

10,678

FOOD & BEVERAGES

16,937

12,554

GAFO

3,905

3,364

TOTAL ESTIMATED WORKPLACE-BASED RETAIL DEMAND

33,123

26,596

227
FINAL DRAFT | OCTOBER 20, 2014

TABLE WT-31: Visitor-Based Retail Demand (2024)

CATEGORY

TOTAL
EXPENDITURES

RETAIL SALES
PER SF-LOW

TOTAL
DEMAND-LOW
PRODUCTIVITY
(SF)

RETAIL SALES
PER SF-HIGH

TOTAL
DEMAND-HIGH
PRODUCTIVITY
(SF)

NEIGHBORHOOD GOODS &

SERVICES

$1,133,895

$358

887

$412

771

FOOD AND ALCOHOL AWAY FROM

HOME

$2,429,775

$295

2,883

$398

2,137

GAFO

$1,943,820

$372

627

$432

541

TOTAL DEMAND GENERATED BY

VISITORS:

4,397

3,448

Source: ULI, Hotels.com, Global Insight, Streetsense, 2014

TABLE WT-32: Summary of Retail Demand Generated by Atypical Sources (2024)

CATEGORY

TOTAL DEMAND-LOW
PRODUCTIVITY (SF)

TOTAL DEMAND-HIGH
PRODUCTIVITY (SF)

NEIGHBORHOOD GOODS & SERVICES

887

771

FOOD & BEVERAGES

2,883

161

GAFO

627

541

TOTAL ESTIMATED ATYPICAL-SOURCED RETAIL DEMAND

4,397

1,473

Table WT-33: Woodmont Triangle Cumulative Retail Demand Potential (2024)

228

CATEGORY

TOTAL DEMAND-LOW
PRODUCTIVITY (SF)

TOTAL DEMAND-HIGH
PRODUCTIVITY (SF)

NEIGHBORHOOD GOODS & SERVICES

45,592

39,228

FOOD & BEVERAGES

66,457

45,456

GAFO

37,008

32,898

TOTAL ESTIMATED RETAIL DEMAND

149,056

117,582

TABLE WT-34: Projected Resident -Generated Retail Demand within Primary Trade Area (2029)
CATEGORY

TOTAL EXPENDITURES

RETAIL SALES
PER SF (LOW)

TOTAL
DEMAND-LOW
PRODUCTIVITY (SF)

RETAIL SALES
PER SF (HIGH)

TOTAL
DEMAND-HIGH
PRODUCTIVITY (SF)

Groceries, Sundries
and Similar

$17,373,395

$498

10,466

$612

8,516
2,882

Prepared Foods

$4,438,240

$360

3,082

$385

Alcohol at Home

$4,479,536

$254

2,998

$310

2,457

Personal/Household
Care Products and
Services

$8,612,882

$320

4,037

$340

3,800

NG&S SUBTOTAL

$34,904,053

Food Away from Home

$18,327,221

$320

18,327

$460

12,749

Alcohol Away from

Home

$1,062,639

$270

1,318

$336

1,059

F&B SUBTOTAL

$19,389,860

Apparel, Accessories
and Similar

$23,785,127

$315

4,531

$343

4,161

Reading Materials,
Music and Similar

$4,540,779

$290

1,018

$313

943

Home Furnishings and

Decor and Similar

$11,773,091

$322

2,194

$380

1,859

Electronics,
Technology and
Similar

$11,769,850

$560

1,051

$690

853

GAFO SUBTOTAL

$51,868,847

20,583

17,655

19,646

RESIDENT-GENERATED RETAIL DEMAND (PTA):

13,809

8,793

7,815

49,022

39,279

Source: Nielsen Company/Claritas, ULI, Streetsense, 2014

TABLE WT-35: Projected Resident-Generated Retail Demand within Secondary Trade Area (2029)
CATEGORY

TOTAL EXPENDITURES

RETAIL SALES
PER SF (LOW)

TOTAL
DEMAND-LOW
PRODUCTIVITY (SF)

RETAIL SALES
PER SF (HIGH)

TOTAL
DEMAND-HIGH
PRODUCTIVITY (SF)

Groceries, Sundries
and Similar

$11,391,935

$498

4,118

$612

3,351

Prepared Foods

$2,861,448

$360

1,192

$385

1,115

Alcohol at Home

$2,801,724

$254

1,324

$310

1,085

Personal/Household
Care Products and
Services

$6,597,657

$320

2,062

$340

1,940

NG&S SUBTOTAL

$23,652,764

Food Away from Home

$11,323,952

$320

8,847

$460

6,154

Alcohol Away from

Home

$671,982

$270

622

$336

500

F&B SUBTOTAL

$11,995,934

Apparel, Accessories
and Similar

$18,638,872

$315

2,663

$343

2,445

Reading Materials,
Music and Similar

$2,502,432

$290

388

$313

360

Home Furnishings and

Decor and Similar

$7,970,439

$322

743

$380

629

Electronics,
Technology and
Similar

$7,733,589

$560

345

$690

280

GAFO SUBTOTAL

$36,845,332

8,695

7,490

9,469

RESIDENT-GENERATED RETAIL DEMAND (STA):

6,654

4,139

3,715

22,303

17,859

Source: Nielsen Company/Claritas, ULI, Streetsense, 2014

229
FINAL DRAFT | OCTOBER 20, 2014

TABLE WT-36: Projected Resident-Generated Retail Demand within Tertiary Trade Area (2029)
CATEGORY

TOTAL EXPENDITURES

RETAIL SALES
PER SF (LOW)

TOTAL
DEMAND-LOW
PRODUCTIVITY (SF)

RETAIL SALES
PER SF (HIGH)

TOTAL
DEMAND-HIGH
PRODUCTIVITY (SF)

Groceries, Sundries
and Similar

$172,776,682

$498

3,469

$612

2,823

$360

1,194

$385

1,117

Prepared Foods

$42,989,535

Alcohol at Home

$40,136,403

$254

1,185

$310

971

Personal/Household
Care Products and
Services

$81,294,859

$320

635

$340

598

NG&S SUBTOTAL

$337,197,479

Food Away from Home

$161,644,397

$320

20,206

$460

14,056

Alcohol Away from

Home

$9,538,363

$270

1,060

$336

852

F&B SUBTOTAL

$171,182,760

Apparel, Accessories
and Similar

$228,193,604

$315

14,488

$343

13,306

Reading Materials,
Music and Similar

$30,647,201

$290

793

$313

734

Home Furnishings and

Decor and Similar

$117,817,194

$322

4,574

$380

3,876

Electronics,
Technology and
Similar

$115,059,784

$560

2,055

$690

1,668

GAFO SUBTOTAL

$491,717,783

6,484

5,509

21,265

RESIDENT-GENERATED RETAIL DEMAND

(TTA):

14,908

21,909

19,583

49,659

39,999

Source: Nielsen Company/Claritas, ULI, Streetsense, 2014

TABLE WT-37 : Summary of Resident Generated Retail Demand (2029)

CATEGORY

TOTAL DEMAND-LOW
PRODUCTIVITY (SF)

TOTAL DEMAND-HIGH
PRODUCTIVITY (SF)

NEIGHBORHOOD GOODS & SERVICES

35,762

30,654

FOOD & BEVERAGES

50,380

35,371

GAFO

34,841

31,113

TOTAL ESTIMATED HOUSEHOLD-BASED RETAIL DEMAND

120,984

97,138

TABLE WT-38: Projected Workplace-Based Retail Demand, Executive and Professional (2029)
CATEGORY

TOTAL
EXPENDITURES

RETAIL SALES
PER SF-LOW

TOTAL
DEMAND-LOW
PRODUCTIVITY
(SF)

RETAIL SALES
PER SF-HIGH

TOTAL
DEMAND-HIGH
PRODUCTIVITY
(SF)

NEIGHBORHOOD GOODS & SERVICES

$6,494,198

$358

8,163

$412

7,097

FOOD AND ALCOHOL AWAY FROM

HOME

$6,573,784

$295

11,142

$398

8,259

GAFO

$4,382,523

$372

2,947

$432

2,539

TOTAL DEMAND BY EXEC AND PROF:

Source: Nielsen Company/Claritas, ULI, ICSC, Streetsense, 2014

230

22,252

17,895

TABLE WT-39: Projected Workplace-Based Retail Demand, Administrative/Support/Retail/Government (2029)

CATEGORY

TOTAL
EXPENDITURES

RETAIL SALES
PER SF-LOW

TOTAL
DEMAND-LOW
PRODUCTIVITY
(SF)

RETAIL SALES
PER SF-HIGH

TOTAL
DEMAND-HIGH
PRODUCTIVITY
(SF)

NEIGHBORHOOD GOODS &

SERVICES

$2,638,191

$358

3,685

$412

3,204

FOOD AND ALCOHOL AWAY FROM

HOME

$2,505,679

$295

5,096

$398

3,777

GAFO

$1,566,050

$372

843

$432

726

TOTAL DEMAND BY ADMIN/

SUPPORT/RETAIL/GOVT:

9,623

7,707

Source: Nielsen Company/Claritas, ULI, ICSC, Streetsense, 2014

TABLE WT-40: Projected Workplace-Based Retail Demand, Trade and Labor (2029)
CATEGORY

TOTAL
EXPENDITURES

RETAIL SALES
PER SF-LOW

TOTAL
DEMAND-LOW
PRODUCTIVITY
(SF)

RETAIL SALES
PER SF-HIGH

TOTAL
DEMAND-HIGH
PRODUCTIVITY
(SF)

NEIGHBORHOOD GOODS &

SERVICES

$918,562

$358

513

$412

446

FOOD AND ALCOHOL AWAY FROM

HOME

$954,685

$295

809

$398

600

GAFO

$521,206

$372

140

$432

121

TOTAL DEMAND BY TRADE AND

LABOR:

1,462

1,167

Source: Nielsen Company/Claritas, ULI, ICSC, Streetsense, 2014

TABLE WT-41: Summary of Workplace-Based Generated Retail Demand (2029)

CATEGORY

TOTAL DEMAND-LOW
PRODUCTIVITY (SF)

TOTAL DEMAND-HIGH
PRODUCTIVITY (SF)

NEIGHBORHOOD GOODS & SERVICES

12,361

10,747

FOOD & BEVERAGES

17,047

12,636

GAFO

3,930

3,386

TOTAL ESTIMATED WORKPLACE-BASED RETAIL DEMAND

33,338

26,769

231
FINAL DRAFT | OCTOBER 20, 2014

TABLE WT-42: Visitor-Based Retail Demand (2029)

CATEGORY

TOTAL
EXPENDITURES

RETAIL SALES
PER SF-LOW

TOTAL
DEMAND-LOW
PRODUCTIVITY
(SF)

RETAIL SALES
PER SF-HIGH

TOTAL
DEMAND-HIGH
PRODUCTIVITY
(SF)

NEIGHBORHOOD GOODS &

SERVICES

$1,133,895

$358

887

$412

771

FOOD AND ALCOHOL AWAY FROM

HOME

$2,429,775

$295

2,883

$398

2,137

GAFO

$1,943,820

$372

627

$432

541

TOTAL DEMAND GENERATED BY

VISITORS:

4,397

3,448

Source: ULI, Hotels.com, Global Insight, Streetsense, 2014

TABLE WT-43: Summary of Retail Demand Generated by Atypical Sources (2029)

CATEGORY

TOTAL DEMAND-LOW
PRODUCTIVITY (SF)

TOTAL DEMAND-HIGH
PRODUCTIVITY (SF)

NEIGHBORHOOD GOODS & SERVICES

887

771

FOOD & BEVERAGES

2,883

161

GAFO

627

541

TOTAL ESTIMATED ATYPICAL-SOURCED RETAIL DEMAND

4,397

1,473

Table WT-44: Woodmont Triangle Cumulative Retail Demand Potential (2029)

232

CATEGORY

TOTAL DEMAND-LOW
PRODUCTIVITY (SF)

TOTAL DEMAND-HIGH
PRODUCTIVITY (SF)

NEIGHBORHOOD GOODS & SERVICES

49,010

42,172

FOOD & BEVERAGES

70,310

48,167

GAFO

39,399

35,040

TOTAL ESTIMATED RETAIL DEMAND

158,719

125,379

TABLE WT-45: Proposed Resident -Generated Retail Demand within Primary Trade Area (2034)
CATEGORY

TOTAL EXPENDITURES

RETAIL SALES
PER SF (LOW)

TOTAL
DEMAND-LOW
PRODUCTIVITY (SF)

RETAIL SALES
PER SF (HIGH)

TOTAL
DEMAND-HIGH
PRODUCTIVITY (SF)

Groceries, Sundries
and Similar

$19,179,539

$498

11,554

$612

9,402
3,182

Prepared Foods

$4,899,592

$360

3,402

$385

Alcohol at Home

$4,951,113

$254

3,314

$310

2,715

Personal/Household
Care Products and
Services

$9,508,183

$320

4,457

$340

4,195

NG&S SUBTOTAL

$38,538,427

Food Away from Home

$20,232,752

$320

20,233

$460

14,075

Alcohol Away from

Home

$1,173,069

$270

1,455

$336

1,170

F&B SUBTOTAL

$21,405,821

Apparel, Accessories
and Similar

$26,257,941

$315

5,002

$343

4,593

Reading Materials,
Music and Similar

$5,551,214

$290

1,244

$313

1,153

Home Furnishings and

Decor and Similar

$12,996,819

$322

2,422

$380

2,052

Electronics,
Technology and
Similar

$12,993,169

$560

1,160

$690

942

GAFO SUBTOTAL

$57,799,143

22,727

19,493

21,688

RESIDENT-GENERATED RETAIL DEMAND (PTA):

15,245

9,828

8,740

54,243

43,477

Source: Nielsen Company/Claritas, ULI, Streetsense, 2014

TABLE WT-46: Proposed Resident-Generated Retail Demand within Secondary Trade Area (2034)
CATEGORY

TOTAL EXPENDITURES

RETAIL SALES
PER SF (LOW)

TOTAL
DEMAND-LOW
PRODUCTIVITY (SF)

RETAIL SALES
PER SF (HIGH)

TOTAL
DEMAND-HIGH
PRODUCTIVITY (SF)

Groceries, Sundries
and Similar

$12,853,327

$498

4,646

$612

3,780
1,258

Prepared Foods

$3,228,584

$360

1,345

$385

Alcohol at Home

$3,161,112

$254

1,493

$310

1,224

Personal/Household
Care Products and
Services

$7,818,080

$320

2,443

$340

2,299

NG&S SUBTOTAL

$27,061,103

Food Away from Home

$12,776,702

$320

9,982

$460

6,944

Alcohol Away from

Home

$758,104

$270

702

$336

564

F&B SUBTOTAL

$13,534,806

Apparel, Accessories
and Similar

$22,086,658

$315

3,155

$343

2,898

Reading Materials,
Music and Similar

$2,965,328

$290

460

$313

426

Home Furnishings and

Decor and Similar

$8,992,877

$322

838

$380

710

Electronics,
Technology and
Similar

$8,725,631

$560

390

$690

316

GAFO SUBTOTAL

$42,770,494

9,928

8,561

10,684

RESIDENT-GENERATED RETAIL DEMAND (STA):

7,508

4,843

4,350

25,454

20,419

Source: Nielsen Company/Claritas, ULI, Streetsense, 2014

233
FINAL DRAFT | OCTOBER 20, 2014

TABLE WT-47: Proposed Resident-Generated Retail Demand within Tertiary Trade Area (2034)
CATEGORY

TOTAL EXPENDITURES

RETAIL SALES
PER SF (LOW)

TOTAL
DEMAND-LOW
PRODUCTIVITY (SF)

RETAIL SALES
PER SF (HIGH)

TOTAL
DEMAND-HIGH
PRODUCTIVITY (SF)

Groceries, Sundries
and Similar

$181,791,118

$498

3,650

$612

2,970

Prepared Foods

$45,232,467

$360

1,256

$385

1,175

Alcohol at Home

$42,230,476

$254

1,247

$310

1,022

Personal/Household
Care Products and
Services

$85,536,330

$320

668

$340

629

NG&S SUBTOTAL

$354,790,391

Food Away from Home

$170,078,017

$320

21,260

$460

14,789

Alcohol Away from

Home

$10,036,017

$270

1,115

$336

896

F&B SUBTOTAL

$180,114,035

Apparel, Accessories
and Similar

$240,099,357

$315

15,244

$343

14,000

Reading Materials,
Music and Similar

$32,246,185

$290

834

$313

773

Home Furnishings and

Decor and Similar

$123,964,178

$322

4,812

$380

4,078

Electronics,
Technology and
Similar

$121,062,903

$560

2,162

$690

1,755

GAFO SUBTOTAL

$517,372,624

6,822

5,796

22,375

RESIDENT-GENERATED RETAIL DEMAND

(TTA):

15,685

23,052

20,605

52,249

42,086

Source: Nielsen Company/Claritas, ULI, Streetsense, 2014

TABLE WT-48 : Summary of Resident-Generated Retail Demand (2034)

CATEGORY

TOTAL DEMAND-LOW
PRODUCTIVITY (SF)

TOTAL DEMAND-HIGH
PRODUCTIVITY (SF)

NEIGHBORHOOD GOODS & SERVICES

39,477

33,851

FOOD & BEVERAGES

54,747

38,438

GAFO

37,723

33,695

TOTAL ESTIMATED HOUSEHOLD-BASED RETAIL DEMAND

131,947

105,983

TABLE WT-49: Proposed Workplace-Based Retail Demand, Executive and Professional (2034)
CATEGORY

TOTAL
EXPENDITURES

RETAIL SALES
PER SF-LOW

TOTAL
DEMAND-LOW
PRODUCTIVITY
(SF)

RETAIL SALES
PER SF-HIGH

TOTAL
DEMAND-HIGH
PRODUCTIVITY
(SF)

NEIGHBORHOOD GOODS & SERVICES

$6,528,467

$358

8,206

$412

7,135

FOOD AND ALCOHOL AWAY FROM

HOME

$6,608,473

$295

11,201

$398

8,302

GAFO

$4,405,648

$372

2,963

$432

2,553

TOTAL DEMAND BY EXEC AND PROF:

Source: Nielsen Company/Claritas, ULI, ICSC, Streetsense, 2014

234

22,370

17,990

TABLE WT-50: Projected Workplace-Based Retail Demand, Administrative/Support/Retail/Government (2034)

CATEGORY

TOTAL
EXPENDITURES

RETAIL SALES
PER SF-LOW

TOTAL
DEMAND-LOW
PRODUCTIVITY
(SF)

RETAIL SALES
PER SF-HIGH

TOTAL
DEMAND-HIGH
PRODUCTIVITY
(SF)

NEIGHBORHOOD GOODS &

SERVICES

$2,652,112

$358

3,704

$412

3,221

FOOD AND ALCOHOL AWAY FROM

HOME

$2,518,901

$295

5,123

$398

3,797

GAFO

$1,574,313

$372

847

$432

730

TOTAL DEMAND BY ADMIN/

SUPPORT/RETAIL/GOVT:

9,674

7,748

Source: Nielsen Company/Claritas, ULI, ICSC, Streetsense, 2014

TABLE WT-51: Projected Workplace-Based Retail Demand, Trade and Labor (2034)
CATEGORY

TOTAL
EXPENDITURES

RETAIL SALES
PER SF-LOW

TOTAL
DEMAND-LOW
PRODUCTIVITY
(SF)

RETAIL SALES
PER SF-HIGH

TOTAL
DEMAND-HIGH
PRODUCTIVITY
(SF)

NEIGHBORHOOD GOODS &

SERVICES

$923,409

$358

516

$412

449

FOOD AND ALCOHOL AWAY FROM

HOME

$959,723

$295

813

$398

603

GAFO

$523,957

$372

141

$432

121

TOTAL DEMAND BY TRADE AND

LABOR:

1,470

1,173

Source: Nielsen Company/Claritas, ULI, ICSC, Streetsense, 2014

TABLE WT-52: Summary of Workplace-Based Generated Retail Demand (2034)

CATEGORY

TOTAL DEMAND-LOW
PRODUCTIVITY (SF)

TOTAL DEMAND-HIGH
PRODUCTIVITY (SF)

NEIGHBORHOOD GOODS & SERVICES

12,426

10,804

FOOD & BEVERAGES

17,137

12,702

GAFO

3,951

3,404

TOTAL ESTIMATED WORKPLACE-BASED RETAIL DEMAND

33,514

26,910

235
FINAL DRAFT | OCTOBER 20, 2014

TABLE WT-53: Visitor-Based Retail Demand (2034)

CATEGORY

TOTAL
EXPENDITURES

RETAIL SALES
PER SF-LOW

TOTAL
DEMAND-LOW
PRODUCTIVITY
(SF)

RETAIL SALES
PER SF-HIGH

TOTAL
DEMAND-HIGH
PRODUCTIVITY
(SF)

NEIGHBORHOOD GOODS &

SERVICES

$1,134,315

$358

887

$412

771

FOOD AND ALCOHOL AWAY FROM

HOME

$2,430,675

$295

2,884

$398

2,138

GAFO

$1,944,540

$372

628

$432

541

TOTAL DEMAND GENERATED BY

VISITORS:

4,399

3,450

Source: ULI, Hotels.com, Global Insight, Streetsense, 2014

TABLE WT-54: Summary of Retail Demand Generated by Atypical Sources (2034)

CATEGORY

TOTAL DEMAND-LOW
PRODUCTIVITY (SF)

TOTAL DEMAND-HIGH
PRODUCTIVITY (SF)

NEIGHBORHOOD GOODS & SERVICES

887

771

FOOD & BEVERAGES

2,884

161

GAFO

628

541

TOTAL ESTIMATED ATYPICAL-SOURCED RETAIL DEMAND

4,399

1,473

Table BR-55: Bethesda Row Cumulative Retail Demand Potential (2034)

CATEGORY

TOTAL DEMAND-LOW
PRODUCTIVITY (SF)

TOTAL DEMAND-HIGH
PRODUCTIVITY (SF)

NEIGHBORHOOD GOODS & SERVICES

52,790

45,426

FOOD & BEVERAGES

74,768

51,301

GAFO

42,301

37,639

TOTAL ESTIMATED RETAIL DEMAND

169,859

134,366

Table WT-56: Woodmont Triangle - Existing and Projected Retail Demand

CATEGORY

EXISTING
DEMAND

2019 DEMAND

2024 DEMAND

2029 DEMAND

NG&S

34,583

36,600

39,228

42,172

45,426

F&B

42,439

42,762

45,456

48,167

51,301

GAFO

29,002

30,664

32,898

35,040

37,639

106,025

110,026

117,582

125,379

134,366

TOTAL ESTIMATED
RETAIL DEMAND:

Source: Nielsen Company/Claritas, ULI, Hotels.com, Global Insight, WMATA, ICSC, BAE, Streetsense, 2014

236

2034 DEMAND

TABLE C-1: Additional Demand Generated by the Purple Line Bethesda Station (2034)
CATEGORY

TOTAL
EXPENDITURES

RETAIL SALES
PER SF-LOW

TOTAL
DEMAND-LOW
PRODUCTIVITY
(SF)

RETAIL SALES
PER SF-HIGH

TOTAL
DEMAND-HIGH
PRODUCTIVITY
(SF)

NEIGHBORHOOD GOODS &

SERVICES

$2,652,112

$358

3,704

$412

3,221

FOOD AND ALCOHOL AWAY FROM

HOME

$2,518,901

$295

5,123

$398

3,797

GAFO

$1,574,313

$372

847

$432

730

TOTAL DEMAND BY PURPLE LINE

BETHESDA STATION:

9,674

7,748

Source: M-NCPPC, ICSC, Streetsense, 2014

TABLE C-2: Potential Demand Generated by the Bethesda Bus Rapid Transit Stations (2034)
CATEGORY

TOTAL
EXPENDITURES

RETAIL SALES
PER SF-LOW

TOTAL
DEMAND-LOW
PRODUCTIVITY
(SF)

RETAIL SALES
PER SF-HIGH

TOTAL
DEMAND-HIGH
PRODUCTIVITY
(SF)

NEIGHBORHOOD GOODS &

SERVICES

$923,409

$358

516

$412

449

FOOD AND ALCOHOL AWAY FROM

HOME

$959,723

$295

813

$398

603

GAFO

$523,957

$372

141

$432

121

TOTAL DEMAND BY BRT

STATIONS:

1,470

1,173

Source: M-NCPPC, ICSC, Streetsense, 2014

TABLE C-3: Potential Additional Demand Generate by Additional Arts and Entertainment Venues
CATEGORY

TOTAL
EXPENDITURES

RETAIL SALES
PER SF-LOW

TOTAL
DEMAND-LOW
PRODUCTIVITY
(SF)

RETAIL SALES
PER SF-HIGH

TOTAL
DEMAND-HIGH
PRODUCTIVITY
(SF)

NEIGHBORHOOD GOODS &

SERVICES

$32,044

$0

90

$0

78

FOOD AND ALCOHOL AWAY FROM

HOME

$94,607

$0

321

$0

238

GAFO

$18,311

$270

49

$336

42

TOTAL DEMAND BY ARTS AND

ENTERTAINMENT VENUES:

$144,962

459

358

Source: M-NCPPC, ICSC, Streetsense, 2014

237
FINAL DRAFT | OCTOBER 20, 2014

TABLE C-4: Summary of Workplace-Based Generated Retail Demand (2034)

238

CATEGORY

TOTAL DEMAND-LOW
PRODUCTIVITY (SF)

TOTAL DEMAND-HIGH
PRODUCTIVITY (SF)

NEIGHBORHOOD GOODS & SERVICES

6,125

5,294

FOOD & BEVERAGES

6,094

4,410

GAFO

3,443

3,084

TOTAL ESTIMATED CATALYTIC RETAIL DEMAND

15,662

12,788

239
FINAL DRAFT | OCTOBER 20, 2014

240