===== PDF PAGE 49 ===== [Extraction: OCR (rendered-page OCR)] CITY OF WEST CHICAGO CITY COUNCIL AGENDA ITEM SUMMARY ITEM TITLE: AGENDA ITEM NUMBER: &.2. Retail-Restaurant Grant Application 124 Main Street FILE NUMBER: Raised Bakery and Café COMMITTEE DATE: _ nla COUNCIL AGENDA DATE: 12/16/2019 STAFF REVIEW: Tom Dabareiner, AICP SIGNATURE x : _—————— CITY ADMINISTRATOR REVIEW: Michael Guttman SIGNATURE ITEM SUMMARY: Raised Bakery and Café has submitted an application to the City’s Retail-Restaurant Grant program seeking the maximum award amount of $10,000 allowable under the program's guidelines. Having submitted the requisite materials and documents outlined in the program’s application packet, Raised Bakery and Cafe was evaluated by the Selection Committee (henceforth, the “Committee”) as described in the program’s guidelines. The Committee reviewed the materials in an effort to determine the viability of the project and the suitability for an award. The funding for the Program comes from the Downtown T.I.F. district, if sufficient funding is available for the Program. City staff determined that there are sufficient funds available to reimburse up to $10,000 per the Program’s guidelines. Per the established guidelines for the Retail-Restaurant Grant Program, all applications are initially reviewed by a Selection Committee comprised of the following; e The Director of Community Development or his/her designee; e The Director of Administrative Service or his/her designee; and e The Marketing and Communications Coordinator or designee. The Selection Committee then advises the City Administrator of its recommendation. After reviewing the Selection Committee's recommendation, the City Administrator, if he/she concurs, directs the Director of Community Development to prepare the necessary documents to be presented to the City Council for final action. After review of the application materials and business plan submitted by Raised Bakery and Café, the Selection Committee submits a positive recommendation for funding. Raised Bakery and Café will be a full-service retail bakery and café, offering a selection of menu items not currently available in the City's downtown. In addition to providing quality baked goods and gourmet coffees, Raised Bakery and Café will offer a full breakfast and lunch menu focusing on lighter fare with an artisanal flair (cf. attached Business Plan). Along with its fast-casual format, Raised Bakery and Café positions itself as a unique restaurant with a menu that does not compete with any nearby food service establishments. In addition to avoiding direct competition with other downtown restaurants, Raised Bakery and Café’s product offerings and concept will diversify the dining options within the City’s central business district, thereb ===== PDF PAGE 50 ===== [Extraction: OCR (rendered-page OCR)] CITY OF WEST CHICAGO enhancing the overall level of attractiveness. The applicant's financial projections show feasibility and an acceptable level of health, and are based on realistic revenue assumptions. Revenue per square foot — a key metric in assessing the health and viability of a restaurant — is estimated at $275. According to industry standards, this figure suggests potential profitability of 5% to 10% of sales. Other metrics, which can be found in the attached business plan, offer similar support of the operation’s viability. Additionally, staff supports this request because Raised Bakery & Café plans to establish a desirable retail business and café in the subject location, which will generate additional traffic within the downtown area. Accordingly, the proposal helps support the goals of the City’s Downtown Tax Increment Finance (TIF) Redevelopment Plan. The establishment will also increase local tax revenues and support opportunities for new businesses, along with retention and expansion of existing businesses, in the downtown area. Finally, the proposal also supports goals identified in the Strategic Plan for the Downtown area, specifically in fulfilling an economic development goal of recruitment of additional business to the area. ACTIONS PROPOSED: Consideration of a Resolution authorizing the Mayor to execute a certain Retail and Restaurant Grant Program Agreement in the amount not to exceed $10,000.00 for eligible expenses as detailed in the Program Guidelines, with Raised Bakery and Café, located at 124 Main Street. CITY COUNCIL RECOMMENDATION: ===== PDF PAGE 51 ===== [Extraction: OCR (rendered-page OCR)] City OF WEST CHICAGO DOWNTOWN RETAIL & RESTAURANT BUSINESS GRANT PROGRAM Appendix A — Application Form Business Name: = , - SMYED bas re Care | ¢ Business Address: 24 Word Se Business Telephone Number: Business E-mail Address: Business Website (if applicable): Amount Requested: $_{)-()_()() i) Anticipated Date Opening or Completing initiative: a ec H ZU Individual licant Information Applicant Name: re es ) ee: Vela Nore Dy TES 6 f { Home Address: Kewee West Cheng, HL bats 4of 11 ===== PDF PAGE 52 ===== [Extraction: OCR (rendered-page OCR)] Appendix A - Application Form (continued) ndividual Applicant Infor continue Applicant Telephone Number: Name of Co-Applicant: (if applicable): Mailing Address: Telephone Number: E-mail Address: References (three required); - Name: _ Tack /np/ Divetes “ Telephone Number: (20-7 {€-) 777 _ E-Mail: COR joedd Bhpfmar [ CA. Name: Till Fzcht Telephone Number: L306 -2¢4-(2 ad E-mail: //fe cla tqm ay! cin 2 his ont a Yahoo CM Name: / Telephone Number: Applicant Signature: Date: Co-Applicant Signature(if applicable): Date: 5 of 11 ===== PDF PAGE 53 ===== [Extraction: OCR (rendered-page OCR)] 4 CITY OF WEST CHICAGO DOWNTOWN RETAIL & RESTAURANT BUSINESS GRANT PROGRAM Appendix B - Business Plan Outline The Business plan submitted with the Grant Application should include details for as many of the following items as possible. The accuracy and completeness of the Business Plan will be evaluated as a significant aspect of the overall grant application. 1. Description of your business and industry a. Your business b, The industry and its history , Pr ot 2. Features and advantages of your product *”” a. Description b. Competitive advantage-- : c. Proprietary position -*” d. Future potential—’ 3. Market research and analysis a. Definition of your customers and markets.. b. Market size and trends ~~." c, Competition.” 4. Estimated market share and sales a. Market plan ~~ b. Market strategy «" c. Pricing d. Sales tactics e, Service and warranty policies f. Advertising, public relations and promotions 6 of Il ===== PDF PAGE 54 ===== [Extraction: no text detected] [No text detected on this page; page may be blank, photographic, or graphical.] ===== PDF PAGE 55 ===== [Extraction: OCR (rendered-page OCR)] Raised Bakery and Cafe Business Plan 124 Main St. West Chicago, IL 60185 (630) 333-0574 ===== PDF PAGE 56 ===== [Extraction: OCR (rendered-page OCR)] L, Di 4, 5; 6. hs RAISED Bakery & Café Business Plan Description of the business and industry a. b. Raised Bakery and Cafe’ Industry and its history Features and advantages of Raised product a. b. C. Description Competitive advantage Future potential Market research and analysis a. b. C. Definition of your customers and markets Market size and trends Competition Estimated market share and sales a. meaes Market plan Market strategy Pricing Sales tactics Service and warranty policies Adverting, public relations and promotions Design and development plans a. b. C. Development status and tasks Difficulties and risks Costs Operations plan a. b. Cc. d. Business location Facilities and improvements Strategy and plans Labor force Management team a. b. Key management and personnel Management assistance and training needs ===== PDF PAGE 57 ===== [Extraction: OCR (rendered-page OCR)] 8. Overall schedule a. Timing of critical activities before opening b. Timing of critical activities after opening 9. Critical risks and problems a. b. Price cutting by competitors Unfavorable industry-wide trends 10. Operating costs overestimates a. b. Difficulties obtaining inventory or supplies ¢. d. Lack of trained labor Low sales Difficult in obtaining credit 11. Financial plan a. b. C. Profit and loss forecasts Cash flow projections Pro forma balance sheet ===== PDF PAGE 58 ===== [Extraction: OCR (rendered-page OCR)] Raised Bakery & Café 124 Main St West Chicago, IL 630-333-0547 amban5@aol.com Mission Statement: The mission of Raised Bakery & Café is based on the dream of “raising up community in West Chicago,” wherein the bakery becomes a hub and catalyst for residents to connect, communicate and celebrate the diversity and vibrancy of their city around quality food. 1. Description of the Raised Bakery and Cafe’. (From this point referenced as Raised”) a. Raised Bakery And Cafe’ Business As a native West-Chicagoan, owner and baker Yolanda Peterson has a heart for the city that Raised her, a passion for developing and baking delicious Raised bakery goods and an immeasurable gratitude for the God who Raised her to a purposeful life. At the intersection of these life essentials, a seed began to form for how Yolanda could be part of revitalizing her beloved West Chicago’s downtown area. The foundation had already been laid with the city’s updating of the streetscape on Main St. This first step helped her to envision the possibility of establishing a unique place where good food could be easily shared with both old and new friends in an atmosphere that intentionally cultivated familial bonds within the West Chicago community. The purchase of 124 Main St. initiated the fulfillment of that dream. b. The Industry and its history Raised identifies itself in the fast casual sector. What is it, anyway? Fast casual sits between the more traditional full-service restaurants and the typical fast food establishments seen in every town and on every highway across the country. Like fast food, fast casual is typically order-at-the- counter. The atmosphere is generally a little more upscale and often includes real cutlery and plates. Food is usually prepared on site, as opposed to the assembly line, mass-produced food items popularized by chains like McDonald’s. The food is considered to be of a higher-quality and is often locally sourced and has a wide selection of healthy options. However, lower operating costs are an advantage with a fast casual restaurant helping to increase profitability ===== PDF PAGE 59 ===== [Extraction: OCR (rendered-page OCR)] 2. Features and advantages of the product a. Description Raised will be centered on artisanal bakery items made in house. These products will include, but not be limited to, several varieties of breads, pastries and cakes. In addition, the café will have a lunch menu consisting of daily made from scratch soups, salads and sandwiches. Dinner will be on a “Dinner to Go” option for the fast paced, active lives of families in the West Chicago and neighboring communities. Raised will be in partner with local farmers to use sustainable organic ingredients based on seasonal and locally-grown products. Beverage offerings will include specialty coffees, sourced from local, small batch roasters. All complementing the bakery items, with wines and beers available in the evenings. These will set Raised apart in a time when several generations are becoming more health conscious, while still looking for faster food choices that compliment a fast-paced lifestyle. b. Competitive Advantage While some of these establishments may offer breakfast, lunch or dinner options; Raised’s convenient location, upbeat environment and creative menu make it stand apart. It is therefore apparent that Raised is a unique offering in both product and space. Raised expects to be an asset to the revitalization of our downtown area as it will bring increased foot traffic to Main St. that will enhance the few businesses that currently reside there, as well as make the currently vacant buildings more appealing to future entrepreneurs. Raised emphasis on non- Hispanic fare, with a smattering of Mexican offerings, stands out in a community dominated — and potentially overpopulated — with Mexican restaurants. And while approximately 62% of West Chicago’s population is Latino/Latina, Raised Bakery and Café offers menu items for those seeking something other than Mexican fare while respecting the communities Hispanic by including uniquely traditional Mexican items as part of its offerings. c. Future Potential Raised will be looking to expand its business through the addition of catering services targeted to area businesses, schools, organizations and the community. With this, it will create more economic growth and employment opportunities. Raised also looks to open for evening dining, which will include the sale of beer and wine to generate additional “gravitational pull” to bring more of our community back to our downtown. Raised will offer a menu unique to our downtown by offering a “small plates” concept. ===== PDF PAGE 60 ===== [Extraction: OCR (rendered-page OCR)] 3. Market Research and analysis a. Definition of Raised customers and markets Raised he plan is to become a magnet for West Chicagoans, utilizing its convenient walkable location as a meeting place. Its location to the city’s nearby neighborhoods, its location next to the landscaped staircase leading to the city’s large parking lot, the Prairie Path bike trail, a theatre, the library, the West Chicago Railroad Museum, the train station, and city hall, all ensure a diversity of clientele that is expected to include families, bikers/runners/walkers, theatre enthusiasts, library patrons, tourists groups, and City Hall employees and customers. Currently, the West Chicago downtown is without such a place and has only a handful of fast food restaurants on the outskirts. With a population of over 27,000, this translates into tapping into an underserved market share. The ideal customer for Raised is the returning customer that you know by name, and who enjoys a hot cup of coffee and a warm chat while waiting for their freshly made order. They know and appreciate the difference between store bought and artisan goods. They value the extra little cost to enjoy fresh and healthier food options that also support their community of West Chicago. The ideal customers are community members that enjoy the walkability and accessibility of the café and its proximity to everything. In speaking with several residence and business community members, while observing dining patterns, it is very evident that the community is seeking and welcoming local options to fulfill their desire for diversity in dining options. b. Market size and trends The primary, secondary, and tertiary markets for restaurants are generally considered to be one (1) mile, three (3) miles, and five (miles) respectively, from the establishment. While there are exceptions to this rule, for example in rural areas or in the case of “destination” restaurants, these distances are commonly accepted by site selectors as accurate representations. At | mile —the restaurant’s primary trade area - Raised has access to a residential (largely evening) population of 12,601 and a daytime employment population of 5,253. These numbers compare favorably to other similar establishments in the western suburbs. Honeymilk Café in Warrenville has evening and daytime populations of 8,671 and 1,898 respectively. Café K’Tizo in Wheaton draws from 9,416 nearby residents during the evening and 6,349 people during the day. And Café Zupas in Bloomingdale has 5,995 residents within 1 mile and 5,903 employees at the same distance. So, within its primary trade area, Raised appears to have a larger population from which to draw patrons than several similar area ===== PDF PAGE 61 ===== [Extraction: OCR (rendered-page OCR)] operations. However, this advantage is mitigated at the level of the secondary (3- mile) and tertiary (5-mile) trade areas cf. Appendix C). Within the primary trade area, Raised enjoys a Median Household Income (MHI) of just over $78,000. While this falls short of income levels for Café K’Tizo ($117,266) and Café Zupas ($90,640), it is more than sufficient to support a bakery/café operation, particularly when paired with the aforementioned population density. At a 3-mile radius, MHI figures for all four restaurants examined levels out, with a range of $82,817 (Café K’Tizo) to $88,827 (Café Zupas). Spending habits for those living within one mile of Raised show expenditures allocated to dining out to be just over $13 million. This exceeds the total spending on food away from the home at all restaurants being compared, except for Café K’Tizo ($18.3 million). At 3 and 5 miles, these figures shift in favor of the neighboring comps, but remain healthy and demonstrate a significant amount of potential demand from which Raised can draw. Psychographic data also indicate the existence of demand for the type of product and service provided by Raised, based on the unique spending habits of area residents. Psychographics is the qualitative methodology of studying consumers based on psychological characteristics and traits such as values, desires, goals, interests, and lifestyle choices. Psychographics in marketing focus on understanding the consumer's emotions and values, so products can be marketed more accurately. Psychographic analysis in this instance was conducted using ESRI’s Business Analysis Online (BAO) software. Within its primary trade area, Raised Bakery and Café’s draws from a populations consisting most significantly (23.0%) of what BAO refers to as Urban Villages. These households profile as multicultural, multi-generational, and multilingual. They are younger consumers. with a median age of 34, as compared to the nation figure of 38.2. As a younger consumer group, their spending on food outside the home is 95% of the national average. which generates healthy demand for restaurant dining options. At the secondary and tertiary levels. the consumer population sees a shift towards households identified as Savvy Suburbanites and Soccer Moms respectively. Both of these psychographic cohorts retain much higher than average incomes and, as a group, spend between 28% and 52% more than the average American on dining ===== PDF PAGE 62 ===== [Extraction: OCR (rendered-page OCR)] out. All of this bodes well for the long-term success of Raised Bakery and Café. For more information on these psychographic profiles, please see Appendix D. As a restaurant format, the fast-casual sector’s growth continues at 7%. Fast- casual chains continued to drive and build sales in 2018, and the segment’s unit growth far outpaced the rest of the industry. In fact, it made up the vast majority of the industry’s unit growth as fast-casual operators expanded into more markets. That unit-count growth continued last year, even if it slowed modestly when compared to previous years. And the sector continued to dominate the industry’s total unit development. To wit, the 500 largest chains as a whole added 1,569 restaurants in 2018. The fast-casual sector alone added more than 1,200 locations. That means almost four out of every five restaurants opened by Top 500 chains in 2018 was a fast-casual concept.* c. Competition Our Competition: While there are currently three bakeries in the city, all of them offer mainly Hispanic-focused products, thus appealing to a more-narrow customer base. The local competition for Raised would be: Egg Yolk Cafe McDonald’s Dunkin’ Donuts Kindred Coffee The Bunker Accounting for these competitive conditions, Raised is poised to grab a share of the restaurant market within our downtown. What makes Raised different is its balance of a better quality product and a comfortable, yet convenient atmosphere. In addition to its fast-casual format, Raised will also offer a full breakfast and lunch menu. At present, only Egg Yolk Café and McDonald’s provide both meals, with the former lacking the convenience of fast-casual service and the latter — as a QSR — offering significantly lower quality fare. 4. Estimated market share and sales a. Marketing Plan Raised will focus on developing loyal client relationships by offering baked goods, meals and services based on the customer’s need for time-saving convenience, superior quality and taste, selection recommendation support, and nutritional value. In view of the expected clientele and lack of any comparable competition, Raised will use a marketing plan initially focused on neighborhood- ===== PDF PAGE 63 ===== [Extraction: OCR (rendered-page OCR)] targeted invitations to tasting nights before the café’s retail space opens. In addition, flyers will be distributed at with an invitation to key community partners. Social Media blitzes will be sent on a regular basis as well as traditional marketing components. Good old word of mouth will also be a crucial marketing facet. b. Market Strategy The initial marketing will be via Facebook , Twitter, and other social media platforms, along with seeking optimal search engine strategies. Keeping weekly if not daily updated web presence and splashes of new specials or menu items. Providing information on Raised location, menu and hours. c. Pricing Pricing will be done on a cost plus % industry practice. Raised will use its software to maintain the pricing and take advantage of item specials by suppliers. d. Sales tactics Raised will use Social media as a key component of its tactics along with conventional flyers and a loyalty program. Customer relations: so a happy customer is a great tool e. Service and warranty policy Raised will do its best to address customer complaints by offering to make product again, offer a refund and offer a gift card to show the customer Raised is willing to make every effort to resolve the complaint. f. Advertising, public relations, and promotions Raised will use some conventional methods to advertise; such as flyers or mailings, but the majority of our advertising will be via Social media. Raised will participate in City events and offer product for special events (i.e. Frosty Fest, Walk With the Mayor, Street Food Festival, Blooming Fest, Historical Society events, and Theatre events). Raised will take into consideration possible promotions as needed. 5. Design and development plans a. Development status and tasks: Raised will be remodeling and updating the interior and exterior in a phase process. These updates will focus on getting a new clean. upbeat look, updating the kitchen, and remodeling the basement to be. ===== PDF PAGE 64 ===== [Extraction: OCR (rendered-page OCR)] utilized as a commercial kitchen. b. Difficulties and risks The difficulties for Raised would be in the build out of the restaurant and potential setbacks of construction or occupancy issues. Partnering with knowledgeable, cost conscience efficient contractors and suppliers to offset delays. Focusing on these potential risks by taking the proper steps to eliminate or minimize them by having the right team is important. . Costs Cash flow can always be an issue for start-ups or any business. By keeping a close eye on projected expenses and making concessions where needed can help to minimize this concern. Staying within proposed project costs by looking for alternatives. 6. Operations plan a. Business location Raised will be located at 124 Main St. the center of our downtown. . Facilities and improvements Raised is a 1700+ sq. ft. building. I am looking to update and expand the facility by creating a commercial kitchen in the basement. Updating the existing kitchen and bathrooms. The strategy is to do the improvements to obtain occupancy and expansion for basement build out in 3-6 months of opening. Allowing for capital and cash flow to increase. Strategy and plans Raised will focus on maintaining a strong community presence in the downtown by using its central location to attract more foot traffic from nearby neighborhoods. Using the potential for outdoor seating to draw potential customers that drive through our downtown daily. . Labor Force Raised will be looking to employ a staff of 12- 15. In the interview process management will be looking for experienced staff in key positions to train and equip for various positions. We will be looking for hires with food service ===== PDF PAGE 65 ===== [Extraction: OCR (rendered-page OCR)] experience, food handlers license and those with little or no experience but with a willingness to learn. 7. Management team a. Key management and personnel As a graduate of The French Pastry School of Chicago, Owner Yolanda Peterson will act as Executive Pastry Chef, in charge of creating the signature pastries of the bakery. Her dedication to producing quality and innovative baked goods has been solidified in her years of working as head pastry chef in local cafes. Her business acumen, coming from her experience as Vice President of American Banner & Signs, will enable her to fulfill the Executive role of President as she makes the decisions on menu, personnel and site maintenance, The positions of both Head Chef and Manager will require previous experience and are currently being soughtThe management team is expected to include a full-time manager and a full-time head chef. The bakery café will need at minimum 8- 10 part-time employees, filling the roles of assistant bakers, cooks, front of house personnel and bussers. b. Management assistance and training needs The success of a kitchen is how you treat your team and others. Raised will do its best to train properly, encourage often, guide when needed and train, train, train. Raised will create an environment where team meetings are held quarterly to mitigate any issues that may need to be addressed. 8. Overall schedule a. Timing of critical activities before opening Apply for Restaurant Grant: 11/18/19 Architect Plans: 12/14/19 Apply for permits: 12/16/19 Begin Build out: 1/2/2020 Begin interviewing for staff: 1/15/2020 Begin training: 1/25/2020 ===== PDF PAGE 66 ===== [Extraction: OCR (rendered-page OCR)] b. Inspection Inspection Get occupancy approval Soft Open/open house: 4/10-1 1/2020 Grand opening: 4/14/2020 Timing of critical activities before opening Read the customer reviews from soft openings/open houses and work on comments or product that needs attention. Retrain in areas of weakness. Check the supplies. 9. Critical risks and problems Price cutting by competitors Raised will be working on costing of ALL items to manage and stay inline with trends. Using software to show where costs or items can be too expensive or not selling. This will enable us to keep our pricing. Unfavorable industry-wide trends Food is a “Go To” for most of us. To celebrate life, success, to bring some joy to sadness to connect with friends family colleagues. The Fast casual industry is a model that fits so many of our fast paced lives. But it can also be a place where people can connect in an environment that is friendly, casual, upbeat and serves fantastic healthy food. Operating costs overestimates By carefully observing trends in the business day, management will be able to schedule accordingly to manage labor costs. Keeping an eye on inventories through software available will keep food spoilage costs down. Being energy efficient. Low sales Be creative. Offer incentives, specials to attract customers. Difficulties in obtaining inventory or supplies A remedy to this would be to have more than a few suppliers, whether it be for parts or products. Also, utilizing the World Wide Web. ===== PDF PAGE 67 ===== [Extraction: OCR (rendered-page OCR)] f. Difficulties in obtaining credit Raised hopes to keep a portion of sale in reserve to help offset possible credit issues, and by keeping debt to a minimal. g. Lack of trained labor Raised management hopes to do a great job of interviewing candidates. If it is a matter of more training Raised will make every effort to put more time into its staff. 10. Financial Plan (see attached documents) a. Profit and loss forecast- 3 years b. Cash flow projection- 3 years c. Pro forma balance sheet d. At start-up, semi-annually in first year, end of 3 years ===== PDF PAGE 68 ===== [Extraction: OCR (rendered-page OCR)] Appendix A Menu ===== PDF PAGE 69 ===== [Extraction: OCR (rendered-page OCR)] Breakfast: All breakfast are served with house roasted potatoes. Fruit is $1.00 upgrade Biscuit and Eggs: Made from scratch biscuits, smoked bacon and Eggs Breakfast BLT: Smoked bacon, lettuce, sliced tomato and 2 eggs with house dressing on sourdough bread. Veggie Sandwich: Smoked Gouda, spinach and eggs on Homemade English muffins. Hold The Bread: Smoked bacon, 2 eggs, served over mixed greens and house dressing. Ham and Cheese Croissant: Ham and Gruyere cheese served on a flaky croissant. Biscuit Basket: Homemade buttermilk biscuits served With butter and house made seasonal jam. Keto Bowl: Steel Cut Oatmeal: Janie’s Mill Steel Cut Oats served with Cinnamon, fruit and pecans, Yogurt Parfait: Greek yogurt served with our house made Granola and fresh fruit, Raised Bakery and Café 7.50 7.50 7.00 7.00 7.50 7.00 7.00 4.00 3.00 Breakfast served 7 — 11 am Tuesday — Friday Sat. Sun 7-12 pm Sandwiches Sandwiches served with choice of kettle chips or mixed greens, Chicken Pesto 9.00 Roasted chicken, cheddar, mozzarella, pesto sauce on a toasted ciabatta roll drizzled With honey. Roast Beef and Cheese 9.50 Thinly sliced roast beef, With a horseradish cheddar, greens aioli on pretzel bread, Tavern Ham Sandwich: 8.00 Sliced tavern ham with white cheddar on a bed of greens with spicy mustard on wheat bread, Raised Grilled Cheese 7.00 Smoked cheddar, Gouda, White cheddar, Parmesan and House bacon jam served on sourdough bread. Turkey Bacon Avocado: 8.50 Sliced turkey, smoked bacon, avocado mixed greens, tomato served on honey wheat bread. Raised Bakery and Café ===== PDF PAGE 70 ===== [Extraction: OCR (rendered-page OCR)] Salas Kiddos Add Chicken $1.50 Add Avocado $1.00 Kids Grilled Cheese 5.00 House Salad 9.00 Working on ingredients for salad Fruit and Chesee Southwest Salad 9.50 Chopped Salad: 8.00 Roast Beef Salad 7.00 Seasonal Salad: 8.50 Soups Our daily made from scratch soups Bowl 4.00 Quart 8.00 ===== PDF PAGE 71 ===== [Extraction: OCR (rendered-page OCR)] AppendixB Financial Data andProForma ===== PDF PAGE 72 ===== [Extraction: OCR (rendered-page OCR)] Raised Cafe and Bakery Restaurant Sales Catering Sales Total Revenues Total Cost of Sales Gross Profit Expenses Salary expenses Payroll expenses Bank Charges Supplies (office and operating) Repairs and maintenance Advertising Car, delivery and travel Accounting and legal Telephone/Internet Utilities Insurance Rent Depreciation Kitchen Supplies Restaurant Supplies Credit Card Charges Web Maintenance Sub-total Expenses Reserve for Contingencies Total Expenses Net Income Profit and Loss Year One Year Two Year Three 1.03 4.03 486,183.00 500,768.49 515,791.54 13,000.00 26,780.00 27,583.40 499,183.00 527,548.49 543,374.94 129,787.58 137,162.61 141,277.49 369,395.42 390,385.88 402,097.46 196,429.00 207,590.85 213,818.57 13,750.00 14,531.33 14,967.27 600.00 618.00 636.54 1,200.00 1,236.00 1,273.08 3,600.00 3,708.00 3,819.24 4,862.00 5,007.86 5,158.10 0.00 0,00 0.00 3,000.00 3,090.00 3,182.70 1,800.00 1,854.00 1,909.62 18,000.00 18,540.00 19,096.20 1,512.00 1,557.36 1,604.08 12,000.00 12,360.00 12,730.80 9,857.14 9,857.15 9,857.14 19,447.00 20,030.41 20,631.32 14,586.00 15,023.58 15,474.29 10,939.00 11,267.17 11,605.19 3,600.00 3,708.00 3,819.24 315,182.14 329,979.71 339,583.37 15,000.00 15,000.00 15,000.00 330,182.14 344,979.71 354,583.37 39,213.28 45,406.18 47,514.09 ===== PDF PAGE 73 ===== [Extraction: OCR (rendered-page OCR)] Profit and Loss Projection RAISED Cafe and Bakery (12 Months) x = ™ ¥ < = EY > & = bel s < = © a % > > xs = = = © £ r wv zs <> x & ¥/s/& Revenue (Sales) Restaurant Sales Catering Sales 5 Total Revenue (Sales) |_30,477| 30.477| 42,523] $1,444 § 1 43,967| 43,967] $30,477 $30,477 $42,523 $42,523 $42,523 '$42.523.$42.623 $42,523 $42,523 $42,523 $42,523 \$42.523. M44 $1,444 $1,444 $1,444 $1,444 | $1,444 $1,444. $1,444 | 43,967| 43,967| 43,967| 43,967| 43,967| 43,967] 43,967 499,184 Cost of Sales Total Cost of Sales Gross Profit 7,924 7,924 22,553 22.553 11,056 11,432 31,467 11,432 32,535 32,535 11,432 32,535 11.432. 11,432. 11,432 11,432° 32,535 32,535 32,535 32,535 11,432, 11,432: 129,788 32,535. 32,535 369,396 Expenses Salary expenses | 16.369] 16.369 16,369| 16,369 16,369 16,369 16,369 Payroll expenses | 4.146 1,146 1,146] 1,146 1,146 1,146 16,369 196,429 1,146 Bank Charges 50 50 50 50 50 Supplies (office and operatin 100 1 00 100 100 100 1,146 13,750 100 [Repairs and maintenance 300 300 300 300 300 300 raceetsn 4 05 405 405 405 405 Car, delivery and travel 0 0 it) Accounting and legal 250 250 250 [Telephone/internet 150] 150 150 150 Utilities 1,500] 1,500 1,500] 1,500 1.500] 1,500] Insurance 126 126 126 126| 126 18,000 126 126 Rent 1,000} 1,000 | 1,000 1,000 1,512 12,000 1,000] 1,000 Depreciation 821 821 821 821 et 821 821 821 Kitchen Supplies 1,621} 1,621 1,621 1,621| 1,621 9,857 19,447 1,621 1,621 Restaurant Supplies 1.216] 1,216 1.216 1,216 1,216] 1,216 a 1,216 Credit Card Charges 912 912 912| 912 912 912 1216 912 14,586 912 Web Maintenance 300 300 300 300 10,939 300 3,600 300 Sub-total Expenses 26,265] 26,265 26,265 26,265} 26.265 26,265 | 26.265| 26.265 26,265 Reserve for Contingencies 1250 1250 1250 1250 1250 1250 26,265 1250 315,182 1250 Total Expenses 27,515} 27,515 27,515 27,515 27,515 27.515| 27.515 1250 27,515 15,000 27,515 27,515| 330,182 Net Income 3,952] 5,020 5,020 5,020 — 5,020] 5,020] 5,020 5,020 5,020 _ ===== PDF PAGE 74 ===== [Extraction: OCR (rendered-page OCR)] Projection (12 Months) RAISED Cafe and Bakery Revenue (Sales Breakfast $20,550 $20,550 $20,550 $20,550 $20,550 $20,550 $20,550 $20,550 '$20,550 $20, Lunch $9,927 $9,927 $9,927 $9,927 $9,927 $9,927 $9,927 $9; Dinner Catering Total Revenue (Sales) |_30.477| 30.477| 42,523| $1,444 $1,444 $1,444 43,967| 43,967 43,967| 43,967| 43,967| 43,967 927 $9,927 $9,927 $9,927 $9,927 $12,046 $12,046 $12,046 $12,046 $12,046 $12,046 $12,046 $12,046 $12 $1,444 $1,444 $1,444 $1,444 $1,444 $1,444 43,967| 43,967] 43,967 119.119 .046 $12,046. 120.460 13,000 Cosi of Sales 499,183 | Breakfast 5,343] 5,343 5.343] 5,343] 5,343 5,343] 5,343 Lunch 2,581] 2,581] 2,581] 2,581 2.581| 2,581 2,581] 2,581 581} 2,581 — 5,343] 5,343 2 5,343 2,581 5,343 2,581 64,117 30.971 Dinner 0 it) 3,132 3,132 3.132 2 o| 376 | Catering 0 0 376 = 3,132 376 376 376 3.132 376| 3,132 376] 31,320 Total Cost of Sales 7,924 7,924 Gross Profit Lo 11,056 11.432 11,432° 11,432 11,432 11,432. 141,432. 11,432 22,553 22,553 31.467: 32,536 32,536. 32,536 32,536. 32,536 32,536 32,536 3,380 11,432 129,788 11,432 32,536! 32,536. 369,395 ===== PDF PAGE 75 ===== [Extraction: OCR (rendered-page OCR)] Raised Cafe and Bakery Balance Sheet Start Up Mid-Year One Year One Year Two Year Three ASSETS Current Assets Cash on Hand 500.00 500.00 500.00 500.00 500,00 Cash in the Bank 30,000.00 43,295.57 66,937.42 110,196.76 155,563.88 Accounts Receivable 0.00 3,000.00 3,000.00 3,090.00 3,182.70 Inventory 0.00 3,000.00 3,000.00 3,090.00 3,182.70 Prepaid Expenses 0.00 1,500.00 3,000.00 3,090.00 3,182.70 © Total Current Assets 30,500.00 51,295.57 76,437.42 119,966.76 165,611.98 Fixed Assets Leasehold Improvements 60,000.00 60,000.00 60,000.00 60,000.00 60,000.00 Kitchen Equipment 20,000.00 20,000.00 20,000.00 20,000.00 20,000.00 Furniture and Fixtures 20,000.00 20,000.00 20,000.00 20,000.00 20,000.00 Computer/Software 5,000.00 5,000.00 5,000.00 5,000.00 §,000.00 105,000.00 105,000.00 105,000.00 105,000.00 105,000.00 - Accumulated Depreciation 0.00 ~4,928.57 -9,857.14 ~19,714.29 -29,571.43 ee eS 29,871.43 Total Fixed Assets 105,000.00 100,071.43 95,142.86 85,285.71 75,428.57 OE 48 Other Assets Deposits 1,000.00 1,000.00 1,000.00 1,000.00 1,000.00 Total Other Assets 1,000.00 1,000.00 4,000.00 1,000.00 1,000.00 TOTAL ASSETS 136,500.00 152,367.00 172,580.28 206,252.47 242,040.55 ee ee FE 080.80 LIABILITIES Current Liabilities Accounts Payable 0.00 4,050.00 4,050.00 4,171.50 4,296.65 Accrued Payroll 0.00 4,412.00 4,412.00 4,544.36 4,680.69 Sales Tax Payable 0.00 405.00 405.00 417.15 429.66 Total Current Liabilities 0.00 8,867.00 8,867.00 9,133.01 9,407.00 Long Term Liabilities Long Term Debt 100,000.00 94,000.00 88,000.00 76,000.00 64,000.00 Total Long Term Liabilities 100,000.00 94,000.00 88,000.00 76,000.00 64,000.00 00 ===== PDF PAGE 76 ===== [Extraction: OCR (rendered-page OCR)] Raised Cafe and Bakery Cash Flow Statement Year One Year Two Year Three CASH FLOW FROM OPERATING ACTIVITIES Net Income 39,213.28 45,406.18 47,514.09 Add back Depreciation 9,857.14 9,857.15 9,857.14 (Increase) Decrease in Accounts Receivable -3,000.00 -90.00 -92.70 (Increase) Decrease in Inventory -3,000.00 -90.00 -92.70 (Increase) Decrease in Prepaid Expenses ~3,000.00 -90.00 -92.70 (Increase) Decrease in Deposits ~1,000,00 0.00 0.00 Increase (Decrease) in Accounts Payable 4,050.00 121.50 126.18 Increase (Decrease) in Accrued Payroll 4,412.00 132.36 136.33 Increase (Decrease) in Sales Tax Payable 405.00 12.16 12.51 Net Cash Flow Provided from Operating Activities 47,937.42 §§,259.34 57,367.12 et a A cnt LO Ak IL CASH FLOW FROM INVESTING ACTIVITIES Purchase of Fixed Assets -105,000.00 0.00 0.00 pene cn CASH FLOW FROM FINANCING ACTIVITIES Proceeds from Long-Term Debt 100,000.00 0,00 0.00 Principal Payments of Long-Term Debt -12,000.00 ~12,000.00 ~12,000,.00 Investment from Owner 36,500.00 0.00 0.00 Pin antacid ch CSO Ea a eg ST TE Net Cash Flow Provided from Financing Activities 124,500.00 -12,000.00 -12,000.00 IO Sli Kosa LA APMP hPL saccade Net Change in Cash 67,437.42 43,259.34 45,367.12 Cash at Beginning of Year 0.00 67,437.42 110,696.76 Cash at End of Year 67,437.42 110,696.76 156,063.88 ===== PDF PAGE 77 ===== [Extraction: OCR (rendered-page OCR)] OWNER'S EQUITY Owner's Equity Retained Earnings Net Income Total Equity TOTAL LIABILITIES & OWNER'S 36,500.00 0.00 0.00 36,500.00 136,500.00 0.00 36,500.00 0.00 13,000.00 49,500.00 152,367.00 0.00 36,500.00 0.00 39,213.28 75,713.28 172,580.28 0.00 36,500.00 39,213.28 45,406.18 121,119.46 206,252.47 0.00 36,500.00 84,619.46 47,514.09 168,633.55 242,040.55 0.00 ===== PDF PAGE 78 ===== [Extraction: OCR (rendered-page OCR)] Appendix C Demographic Data ===== PDF PAGE 79 ===== [Extraction: OCR (rendered-page OCR)] 12,601 | $78,132 [e Get poe 22% 30% 19% alt Fe) 341 5,253 Reebbeae 41% Us 36% a) Rh mt 22% sell q a $78,132 $25, $179,026 ipa] wy N 8,671 rs | $81,795 S 27% © 16% 44% T 263 1,898 bbbbbnae 64%, fed fed tt ¢ $81,795 20% 16% wy $255,914 $117,266 Gere “w 13% 60% 549 6,349 Bebe & ie’ 75% fy 10% LAY 15% alll q salll q S $117,266 $49,977 $677,958 Se ®? 21% 357 beeeeeba 73% fb fe 16% fe 11% $90,640 $47,624 $90,640 [= 44% 5,903 w $188,734 ===== PDF PAGE 80 ===== [Extraction: OCR (rendered-page OCR)] 38,296 @ $84,088 Gere 24% 31% > 1,412 24,488 beeeedbd 53% 30% ® in te te 17 i i fh he a $274,610 call q $84,088 $33,149 104,973 ® FF 3, | 22% 39% “ao 2,981 42,515 bebbbeee 69% . =@ we 13% ww $271,144 call ¢q $87,190 $35, Tt ~ oo S. 24% [ S 17% 44% 1,649 27,233 vere es ss 62% fe ts 23% © hie 15% wy i) ats $82,817 $37, n 751 $208,068 104,535 @ $88,827 —= ee 16% 52% 3,723 $7,779 fd & 15% @ ix 12% alll q a $88,827 $42,401 $275,579 ===== PDF PAGE 81 ===== [Extraction: OCR (rendered-page OCR)] 263,743 7 22 $83,570 2 i, 2 23% 37% «il 6 7,889 104,114 BEER KEH 65% ~@ a % 13% i td & alll ¢ a $83,570 $248,515 $35,683 138,294 725) $96,819 ® Wa IY Wa w 26% “ 20% 44% Th 4,906 Reeeeeea scx td ted is ¢ $96,81 a 19% 13% 78,387 a $363,031 144,823 2 23% ha 16% 53% 7,590 id fs & ¢' all $95,520 Saez 132,695 16% 3) 13% wy o w vz Lad 659 $263,484 245,336 #0 $88,863 S 25% © 18% 47% 7,880 114,925 Rekebeae tx fs fe 18% 2) hi 13% oalll q P $88,863 $40,810 $282,578 © ===== PDF PAGE 82 ===== [Extraction: OCR (rendered-page OCR)] Area Spending on Dining Out - 1 Mite Radivs (2018) 2019 Food Away irom Home - Meals at Restaurs... 2019 Food Away from Home - BB 2019 Food Away from Home - Dinner Hh 2019 Food Away trom Home - Breakfast Raised Bakery & Tmile + ===== PDF PAGE 83 ===== [Extraction: OCR (rendered-page OCR)] Area Spending on Dining Out - 3 Mile Radius (2018) 2019 Food Away from Horne - Meals at Restaura... M2019 Food Away from Home - Lunch Bh 2039 Food Away irom Home - Dinner BB 2079 Food Away trom Home - Breakiast > Raised Bakery & .. 3 miles + ===== PDF PAGE 84 ===== [Extraction: OCR (rendered-page OCR)] 100M: Smiles ~ Ares Spending on Dining Out - 5 Mike Radius (2018) Smiles + 2019 Food Away from Home - Meals at Restaura. 2019 Food Away from Home- Lunch HB 20:9 Food Away from Home- Dinner BB 2019 Food Away fram Home - Breakfast ===== PDF PAGE 85 ===== [Extraction: OCR (rendered-page OCR)] TAPESTRY. = SEGMENTATION $202,027 $78,132 29% Tapestry LifeMode eo Howebolds HHs% %USHHs Index 3572 Age Profile estry Segr Go Urban Villages ==>0 Barrios Urbanos Parks and Rec ===== PDF PAGE 86 ===== [Extraction: OCR (rendered-page OCR)] TAPESTRY oe or SEGMENTATION $198,916 $81,795 12% Tapestry LifeMode 2.4 3,054 27% Age Profile 16% 44% Rustic Outposts (L10) Honeymilk Cafe LED Home Improvement 20 Savy Suborbanites e< Parks and Rec ee), ===== PDF PAGE 87 ===== [Extraction: OCR (rendered-page OCR)] TA P F ST RY Key Facts Education Cale K'Tizo 2 $412,500 $117,266 5% 13% Tapestry Lifeivieds pty Sao Heine “Howshoids HHs% %USHHs Index Hots Value a dimagessieasy sce dain 998 39.2 3,247 22% 60% “Upscale Avenues (L2) 579 1743% STR Age Protile Uptown Individuals (L3} 0 0.00% 3.8% 0 a a8 a a os Family Landscapes (La) 619 19.06% «= 7.5% 55 5 " GenXurban (L5) it] 0.00% 114% o 7 : Tapestry Seqmients Ethnic Enclaves (L7) 0 O00% = 7.1% 0 Breas ieee cee a ape ep ca ere a Aw cra ra ‘ a = Housenolds By Income a : Tho largest group; $100,000. $1 43799 (25.9 2Oo Savvy Suburbanites 25.2% r The smnalbnst grou: <$.150) (4 Z 4 ‘ Indiicateer ey. = Wale nes aos Delerer Ce ae a i is ct Nae sep <$iSM0 LS en Pfs Se i, Se ee = | 4cn : i ve" “ial Ba [ee a i aioe: ee ene Ci, See ss Se CRS ey 1$50,000. 974.999 Eien Ea | | [pee ae = | SE ee be ch a a Laney | $100,000.5149,609 | 25.3% | | a Hometown (L12) 0 000% 41% a ETUC Tet is Release RCs ania Smee Pee espa) PON ee $200,000 LO Ape aN ss | Pee a ora ro oe a [NeaWowitt3) = OH fa ye 5 See eu se Sewer feos — SSS SS EE EE Eee Pn . Scholars and Patriots (L14) 0 0.00% 1.6% t) peaks al @esri —. THE S0NCE OF We ee ===== PDF PAGE 88 ===== [Extraction: OCR (rendered-page OCR)] TAPESTRY ed Herd SEGMENTATION 337.759 g90,640 ‘Houscholds HHs% %USHHs Index Tapestry LifeMode 3.7 2,373 Age Profile Enterprising Professionals Savvy Suburbanites Exurbanites Scholars and Patriots (L14) ===== PDF PAGE 89 ===== [Extraction: OCR (rendered-page OCR)] Te ; Pp E ST RY Key Facts Raised Bakery & Cafe SEGMENTATION $259,754 $84,088 21% = 24% santos Hesebsie HHS %USHHS Index ; 11,703 24% 31% Age Profile yment Tapestry Sc Go Urban Villages 2. Savvy Suburbanites 8 © SS ot, Soccer Moms 2 “ Scholars and Patriots (L14) ===== PDF PAGE 90 ===== [Extraction: OCR (rendered-page OCR)] I A P E Si RY Key Facts Education Honeymilk Cafe ne i ee Howebolds HHs% %GUSHHs Index Tapestry LifeMode Home Improvement Enterprising Professionals Rustic Outposts (L10) I is S289 g 137% Sas bE = - 7 Savy Suburbanites ===== PDF PAGE 91 ===== [Extraction: OCR (rendered-page OCR)] ae f\ fo F ST RY Key Facts Education Cafe K'Tizo 2 $313,355 $88,827 7% 16% Medisn Horner Valu Median FH troome Notts Diolama HS. Gracloste Tapestry LifeMode aes) i Glendale Nee be has Howsholds HHs% %USHHs Index Horne Wolue to Carr STB Heights : ’ en , fo) ta) Avert Estas.) ARIST 23: 8m! St 38.3 37,751 25% : 52% : as a £ ape F Glen Ellyn Uptown individuals (L3) 0 0.00% 3.8% 0 = a) 4 Pees 1 ; ae Wheaton Family Landscapes (La) 5145 1363% 7.5% 182 7 1 GonXurban (LS) 3673 973% | 114% 86 4 - Tapestry Segments Ethnic Enclaves (L7) 736 «195% 74% 2a as pi ikea e Sta | bin a a ey ey eae ee aes ; J / F oh he : z : ‘ Oo Savvy Suburbanites 15.456 — fe as Households By Income: _ Z [el —— —— The largest group: $100,000 B149.999121.0 j eye Professional Pride 10.1% rhe ecu Sal is ai: eietere ee ee ’ Va a Diffenesce i ae a ay = = — Sas Rustic Outposts (L10) o 0.00% 8.2% 0 (sismoor sae ST sae PP Ss ee ee ¢ Enterprising 8.6% $25,000 -$34.9995 [6.2% jiseect | i or i, Professionals = [$35,000 5849999 = [945 =“fo b SOS Sees] iP | $50,000. $74,909 14.9% Lips no-a | | [7 : EOD Te eel ER eee CL Een ML | STs Hometown (L12) 0 0.00% = 6.1% 0 fetiaies reer koe + = : man ~ a a RS 93 | cl arte ip ete een ae Sete PNemWave(Lt3) AB 1.23% 39% eacian eau eene te eee aes Scholars and Patriots (L14) 205 55% 1k a4 TEAR Seether (Ss) esr ah, THE ENCE OF WHER ===== PDF PAGE 92 ===== [Extraction: OCR (rendered-page OCR)] TAPESTRY ees ae SEGMENTATION 550.995 $87,190 9% 22% 2.9 ce Howshoidt HHs% %USHHs Index Home Value 36,220 30% 39% Age Profile Rustic Outposts (110) $149.599 Hometown (L12) : [STS0,COUn Si99959 Scholars and Patriots (L14) Soccer Moms ===== PDF PAGE 93 ===== [Extraction: OCR (rendered-page OCR)] A Pp FE S | RY Key Facts Education Honeymilk Cafe $320,000 $95,520 8% 16% Medien Home Veloe Madiya AH Inckene MaHs Disk. Ho Geodiior fa ry her ey Charles yeas Sea Sire: Tapestry LifeMode 3.4 =f prado Heuhokis His % %USHHs Index Honasiioets ee ee eae nevi Patio Gena AMucoecsnuesis) aoe nase om on OAS 53,199 23% 53% Wheaten Upscale Avenues [L2) ‘4,967 27.01% TH 478 Age Profile a : é : — “1, ‘ : ds North Acrors. Uptown individuals (L3) ) 0.00% 3.8% Q = o Pes ; D ‘ 2 - 7 : Family Landscapes (L4) 3396 4.38% 867.5% as Naperulle 5.4 he Wwirora GenXurban (LS) 4227 «7.95% 114% 70 i Tapestry Segments jp ; : : . F aus : ‘ ‘ : ; i ntenprising ae ae =) Professionals 20.8% = _-- Households By Inoome ’ 1. 3 i) fs) Cara Eel 38.0 85,394 25% 47% gua = _— ~ : et do = =r = oF Menton Age touechoi dt poanae Colona Degree or Highs ‘ EI ieee! = SS = - ae? Wiheaton Lombard Uptown Individuals (L3) 564 C68. 7 ™ met eS. : Family Landseapes (L4) 14733 18.89% 7.5% 252 [i 2 7 Owner GenXurban (LS) 6800 807% = 11.4% n * ‘ ot Naperville Ethnde Enclawes (L7) 5,643 6.61%. 71% 3 se ap * 7 a Is e } ", ms vat - Es . : : t - , e : : = 1 =o Savvy Suburbanites 14.6% Households By Income: a Hi : Inegost groups § i O00 $149 799 210% a Soccer Moms 97 he SSSAGn Sey a RE ee (Some TL ene eee [> a SSOO0G. Si4,999 5.24 | | [Sis 000. sa7o97> an a oe ale = ia Sn ee | [$100,000 - $1.49,999 \2t.0% et | [iris Hometown {L121 0 0.00% 1% 0 | S¥50,00059199,299. SAS ONES aes ee, | ee eo Se Beat aos spe as: CS Haat Wisi piaet cee ‘a360 65 Ce an © aie Pei ee ne RRL a eT ee = — SS SS 4 a . ‘Scholars and Patebots (L14) 205 0.24% 1.4% 15 : pitti nn t @ esr hetsts ti THE SCENIC OF WHERE ===== PDF PAGE 95 ===== [Extraction: OCR (rendered-page OCR)] TAPESTRY ee ae SEGMENTATION $260,965 $83,570 10% 23% Tapestry LifeMode 3.1 Howebolds HHs% %USHHs index Ho : Steamwood 91,513 29% 37% i 25,037 - 27.36% Savvy Suburbanites Home Improvement Rustic Outposts (L10) Soccer Moms $100,000 - $14 Scholars and Patriots (L14) ===== PDF PAGE 96 ===== [Extraction: OCR (rendered-page OCR)] AppendixD PsychographicData and Profiles ===== PDF PAGE 97 ===== [Extraction: OCR (rendered-page OCR)] Ethnic Enclaves Urban Villages Households: 1,319,200 Average Household Size: 3.78 Median Age: 34.0 Median Household Income: $62,300 WHO ARE WE? OUR NEIGHBORHOOD SOCIOECONOMIC TRAITS Urban Villages residents are multicultural, multigenerational, * Older homes (most built before 1970) are * Multicultural market including recent and multilingual. Trendy and fashion conscious, they are risk found in the urban periphery of large immigrants (Index 277) and some takers. However, these consumers focus on their children metropolitan markets. language barriers (Index 289). and maintain gardens. They are well connected with their smartphones, but more likely to shop in person. Their favorite stores are as diverse as they are, Costco or Trader Joe's, Target or Macy's. * Married couples with children, and * Education: more than half the population grandparents; many households are aged 25 or older have a high school multigenerational (Index 322). Average diploma or some college. household size is 3.78. * Labor force participation rate higher * Homes are older, primarily single family, than the US, but so is the unemployment with a higher median value of $325,100 rate at 6.2%. (Index 157) and a lower vacancy rate * Brand conscious but not necessarily brand of 4.7%. loyal; open to trying new things. * Status-conscious consumers; choices reflect their youth—attention to style and pursuit of trends. * Comfortable with technology and interested in the latest innovations. TAPESTRY SEGMENTATION ral pad by 10D. ===== PDF PAGE 98 ===== [Extraction: OCR (rendered-page OCR)] AGE BY SEX RACE AND ETHNICITY cesses: INCOME AND NET WORTH + = sae The Diversity Index surnmarizes racial and ethnic diversity. The index Net worth measures total household assets (homes, vehicles, Median Age: 3 , , . shows the likelihood that two persons, chosen at random from the investments, etc.) less any debts, secured (e.g., mortgages) _ , same area, belong to different race or ethnic groups. The index or unsecured (credit cards). Household income and ranges from 0 (no diversity) to 100 {complete diversity). net worth are estimated by Esri. Diversity Index: US: 64.0 oaate Median Household Income Ps Wl 16.1% ian $62,300 B34% = 26.4% Hispanic* Multiple GEE 6.8% 14,2% mS 5.5% 03% Median Net Worth 7.4% $122,700 SE 12.8% » $00K 495% : _ oo ST 70.2% DB s93.300 20% 408 60% 80% o $200K Male Female iad AVERAGE HOUSEHOLD BUDGET INDEX OCCUPATION BY EARNINGS The index compares the average amount spent in this market's household budgets for The five occupations with the highest number of workers in the market are displayed housing, food, apparel, etc., to the average amount spent by all US households. An index by median earnings. Data from the Census Bureau's American Community Survey. of 100 is average. An index of 120 shows that average spending by consumers in this market is 20 percent above the national average. Consumer expenditures are estimated by Esri. Housing 101 Food 94 Apparel & Services 118 Transportation 82 Health Care 106 Entertainment & Recreation 85 Education 98 Olfice And Tramportation And Administrative Support Material Moving sBujuseg uejpey Construction And Sales And Exvecion Related Soclel Security 93 Other 123 Production yp a 200,000 256 7) 25 Workers (Age 16+) ===== PDF PAGE 99 ===== [Extraction: OCR (rendered-page OCR)] 7B MARKET PROFILE (conan: peioinevy anssnsivnta fates boy GK hi AP D HOUSING * Fashion matters to Urban Villages residents, who spend liberally on new clothes Median home value is displayed for markets that are primarily for the whole family, * Saving is more limited than spending in this young market. owner occupied; average rent is shown for renter-occupied markets. Tenure and home value are estimated by Esri Housing type and average rent are from the Census Bureau's American Community Survey. * They carry credit cards, but banking is basic. They are likely to pay bills in person or online. * Media preferences vary, but feature culturally specific channels or children’s shows. * Leisure includes family activities like going to water parks, theme parks, watching movies, and gardening, plus sports like soccer and basketball. POPULATION CHARACTERISTICS Total population, average annual population change since Census 2010, and average density (population per square mile) are displayed for the market relative to the size and change among all Tapestry markets. Data estimated by Esri 990,000 Population i = 5 Population Growth (ini! : Population Density (. — site A = Home Own Ownership Rent 70.1% US nage 29.9% Typical Housing: Single Family Median Value: $325,100 ESRI INDEXES Esri developed three indexes to display average household wealth, socioeconomic status, and housing affordability for the market relative to US standards. 0 — 7 —____________._____. 350 Wealth Index 0 97 ———. ——— 350 Socioeconomic Status Index 0 ——/94 = —.350 Housing Affordability Index ===== PDF PAGE 100 ===== [Extraction: OCR (rendered-page OCR)] ‘ele: O ave /\ DB 7B A ATIO SEGMENT DENSITY This map illustrates the density and distribut he Urban Villages Tapestry Segment by households ‘+ High THE SCIENCE OF WHERE For more information e 1-800-447-9778 ri : info@esri.com ===== PDF PAGE 101 ===== [Extraction: OCR (rendered-page OCR)] Household Ethnic Enclaves Barrios Urbanos 1,289,900 Average Household Size: 3.62 Median Age: 28.9 Median Household Income: $38 WHO ARE WE? Family is central within these diverse communities. Hispanics make up more than 70% of the residents. More than one in four are foreign born, bringing rich cultural traditions to these neighborhoods in the urban outskirts. Dominating this market are younger families with children or single-parent households with multiple generations living under the same roof. These households balance their budgets carefully but also indulge in the latest trends and purchase with an eye to brands. Most workers are employed in skilled positions across the manufacturing, construction, or retail trade sectors. TAPESTRY SEGMENTATION OUR NEIGHBORHOOD * Family market; over a third of all households are married couples with children, with a number of multigenerational households and single-parent families; household size is higher at 3.62. * While most residents live in single-family homes, almost 10% of householders reside in mobile home parks. * Homes are owner occupied, with slightly higher monthly costs (Index 103) but fewer mortgages (Index 83). * Most are older homes, nearly 60% built from 1950 to 1989. * Most households have one or two vehicles; many commuters car pool or walk to work (Index 145). * Barrios Urbanos residents live within the urban periphery of larger metropolitan areas across the South and West. SOCIOECONOMIC TRAITS ¢ While a majority finished high school, over 40% have not (Index 321). * Unemployment is higher at 8.4% (index 155); labor force participation htly lower at 61%. ¢ More than one in four households is below the poverty level (Index 183). * Residents balance their budgets carefully by spending only on necessities and limiting activities like dining out. ° Many have no financial investments or retirement savings, but they have their homes. 1 ret ped iby 190 ===== PDF PAGE 102 ===== [Extraction: OCR (rendered-page OCR)] LifeMode Grot : Ethnic Enclaves Barrios Urbanos AGE BY SEX Median Age: Male AVERAGE HOUSEHOLD BUDGET INDEX The index compares the average amount spent in this market's household budgets for housing, food, apparel, etc., to the average amount spent by all US households. An index of 100 is average. An index of 120 shows that average spending by consumers in this market RACE AND ETHNICITY gases The Diversity Index summarizes racial and ethnic diversity. The index shows the likelihood that two persons, chosen at random from the same area, belong to different race or ethnic groups. The index ranges from 0 (no diversity) to 100 (complete diversity). Diversity Index: S: 64.0 22S 18.1% = 3.6% Multiple 34% ; 28.6% Other saay osx Asianand (2.4% Pac. Islander gar s.e% 1.3% 11.0% 7.9% 12.5% S62% SSE a SS ae Ay 70.24, 20% 408 Female ME US Accrace thspe is 20 percent above the national average. Consumer expenditures are estirnated by Esri Housing Food Apparel & Services Transportation Health Care Entertainment & Recreation Education Pensions & Social Security Other 62 65 68 59 60 55 62 53 64 sBurwey ueipaw 25 30 350 | TAPESTRY SEGMENTATIO y INCOME AND NET WORTH Net worth measures total household assets (homes, vehicles, investments, etc.) less any debts, secured (e.g., mortgages) or unsecured (credit cards). Household income and net worth are estimated by Esri. Median Household Income $38,000 ¥§ $56,100 Median Net Worth $26,100 Es $93,300 $400K OCCUPATION BY EARNINGS The five occupations with the highest number of workers in the market are displayed by median earnings. Data from the Census Bureau's American Community Survey. Transpurtation And Material Maving Production Construction And Extraction Soles And Related a | — a } 150,C00 2 Workers (Age 16+) ===== PDF PAGE 103 ===== [Extraction: OCR (rendered-page OCR)] MARKET PROFILE * Residents shop at discount and department stores like Walmart, Dollar General/Family Dollar, and JC Penney for baby and children's products. * Many households subscribe to satellite television to watch their favorite Hispanic programs. * Magazines are extremely popular sources of news and the latest trends, including women’s fashion, bridal, and parenthood types of magazines. * Typical of this diverse segment, Hispanic programming dominates the radio dials. HOUSING Median home value is displayed for markets that are primarily owner occupied; average rent is shown for renter-occupied markets Tenure and home value are estimated by Esri Housing type and average rent are from the Census Bureau's American Community Survey. Home Own Ownership Rent 59.5% — USPewceneoe 40.5% Typical Housing: Single Family Median Value: $92,200 POPULATION CHARACTERISTICS ESRI INDEXES Total population, average annual population change since Census 2010, and average Esri developed three indexes to display average household wealth, socioeconomic status, density (population per square mile} are displayed for the market relative to the size and housing affordability for the market relative to US standards. and change among all Tapestry markets. Data estimated by Esri Population A O- Wealth Index -0.5% Population Growth jase: 3.¢ a =e eaeaceaeaaaalR 0 Socioeconomic Status Index Population Density (r. pet sq mile! 100 @) A Housing Affordability Index ===== PDF PAGE 104 ===== [Extraction: OCR (rendered-page OCR)] SEGMENT DENSITY This map illustrates the density and distribution of the Barrios Urbanos Tapestry Segme i “9 High \ . a “ar e THE SCIENCE OF WHERE For more information e 1-800-447-9778 r ] info@esri.com ===== PDF PAGE 105 ===== [Extraction: OCR (rendered-page OCR)] STeravuduauasl HO UU PPPTILPEIMiileliliiiieisiet isi ii liiire. WHO ARE WE? are two-income married couples approaching retirement LifeMode Group: GenXurban Parks and Rec Households: 2,449 600 Average Household Size: 2.51 Median Age: 40.9 Median Household Income: $60,000 OUR NEIGHBORHOOD These practical suburbanites have achieved the dream of ° home ownership. They have purchased homes that are within their means. Their homes are older, and town homes and duplexes are not uncommon. Many of these families age; they are comfortable in their jobs and their homes, budget wisely, but do not plan on retiring anytime soon or moving. Neighborhoods are well established, as are = the amenities and programs that supported their now independent children through school and college. The appeal of these kid-friendly neighborhoods is now attracting a new generation of young couples. TAPESTRY SEGMENTATION Homes are primarily owner occupied, single-family residences built prior to 1970; town homes and duplexes are scattered through the neighborhoods. Both median home value and average rent are close to the national level. Households by type mirror the US distribution; married couples, more without children, dominate. Average household size is slightly lower at 2.51, but this market is also a bit older. SOCIOECONOMIC TRAITS * More than half of the population is college educated. * Older residents draw Social Security and retirement income. * The work force is diverse: professionals in health care, retail trade, and education or skilled workers in manufacturing and construction. * © This is a financially shrewd market; consumers are careful to research their big-ticket purchases. * When planning trips, they search for discounted airline fares and hotels and choose to vacation within the US. * These practical residents tend to use their cell phones for calls and texting only. ===== PDF PAGE 106 ===== [Extraction: OCR (rendered-page OCR)] feMode Group: GenXurban Parks and Rec SEGMENTATION esri.com/tapestry |g’ TAPESTRY AGE BY SEX ex: RACE AND ETHNICITY «nu: INCOME AND NET WORTH Median Ace: 6. 3R 7 The Diversity Index summarizes racial and ethnic diversity. The index Net worth measures total household assets (homes, vehicles ge: shows the likelihood that two persons, chosen at random from the investments, etc.) less any debts, secured (e,g., mortgages) — same area, belong to different race or ethnic groups. The index or unsecured (credit cards). Household income and ranges from 0 (no diversity) to 100 (complete diversity). net worth are estimated by Esri. Diversity Index: US: 64.0 Median Household Income Hispanic™ eee 18.1% 5 $60,000 Multiple _ ee 45% DW sse.100 Other patcss — 0 S100K Asian and 3.7% Pac. Islander gam s.g%5 American 0.4% pide Median Net Worth 11.0% Black Sr as $125,500 WO aE 70:2.""7* ae $93,300 Male Female fe] AVERAGE HOUSEHOLD BUDGET INDEX OCCUPATION BY EARNINGS The index compares the average amount spent in this market's household budgets for housing, food, appare!, etc., to the average amount spent by all US households. An index of 100 is average. An index of 120 shows that average spending by consumers in this market 15 20 percent above the national average. Consumer expenditures are estimated by Esri. The five occupations with the highest number of werkers in the market are displayed by median earnings. Data from the Census Bureau's American Community Survey. Housing 95 Food 87 Apparel & Services 82 Minagenred Transportation 100 Health Care 95 i] 8 sBujusey ueipay Entertainment & Produaicn Recreation 89 Soles Aad Relates Education 92 Pensions & ¢ Social Security 78 Transpertation Ard Moteriot Meron Other 95 50 Workers (Age 16+) ===== PDF PAGE 107 ===== [Extraction: OCR (rendered-page OCR)] MARKET PROFILE LifeMode Group: GenXurban Parks and Rec Cost and practicality come first when purchasing a vehicle; Parks and Rec residents are more likely to buy SUVs or trucks over compact or subcompact vehicles. Budget-conscious consumers stock up on staples at warehouse clubs. Pass time at home watching documentaries on Animal Planet, Discovery, or History channels. For an outing, they choose to dine out at family-style restaurants and attend movies. Between trips to the casinos, they gamble on lottery tickets and practice their blackjack and poker skills online. Convenience is important in the kitchen; they regularly use frozen or packaged main course meals. Ground coffee is preferred over coffee beans. Residents here take advantage of local parks and recreational activities. Their exercise routine is a balance of home-based exercise; a session at their local community gym; or a quick jog, swim, or run. ¢ TAPESTRY SEGMENTATION esri.com/tapestry HOUSING Median home value is displayed for markets that are primarily owner occupied; average rent is shown for renter-occupied markets Tenure and home value are estimated by Esri. Housing type and average rent are from the Census Bureau's American Community Survey. Home Own Ownership Rent 69.7% US Peroemi 30.3% Typical Housing: Single Family Median Value: $198,500 1S POPULATION CHARACTERISTICS Total population, average annual population change since Census 2010, and average density (population per square mile) are displayed for the market relative to the size and change among all Tapestry markets. Data estimated by Esri. 00,00 Population 000,00 05%, Population Growth (cal 3.05 Population Density (fois poy sq mule! 5.000 = ESRI INDEXES Esri developed three indexes to display average household wealth, socioeconomic status, and housing affordability for the market relative to US standards. 0o—- 89 —— ——— Wealth Index 0 104. ——+- ————§— 350 Socioeconomic Status Index o— 138 - ——— Housing Affordability Index ===== PDF PAGE 108 ===== [Extraction: OCR (rendered-page OCR)] Life Mode Group: GenXurban Parks and Rec Fr SEGMENTATION esri.com/tapestry SEGMENT DENSITY This map illustrates the density and distribution of Tapestry Segme THE SCIENCE OF WHERE For more information e 1-800-447-9778 ir H info@esri.com ===== PDF PAGE 109 ===== [Extraction: OCR (rendered-page OCR)] WHO ARE WE? empty nester wannabes, who s Affluent Estates Savvy Suburbanites Households: 3,664,200 Average Household Size: 2.85 Median Age: 45.1 Median Household Income: $108,700 OUR NEIGHBORHOOD Savvy Suburbanites residents are well educated, well read, . and well capitalized. Families include empty nesters and have adult children at home. Located in older neighborhoods outside the urban core, their suburban lifestyle includes home remodeling and gardening plus the active pursuit of sports and exercise. They enjoy good food and wine, plus the amenities of the city’s cultural events. TAPESTRY SEGMENTATION Established neighborhoods (most built between 1970 and 1990) found in the suburban periphery of large metropolitan markets. Married couples with no children or older children; average household size is 2.85. 91% owner occupied; 66% mortgaged (Index 160). Primarily single-family homes, with a median value of $362,900 (Index 161). Low vacancy rate at 3.8%. SOCIOECONOMIC TRAITS * Education: 50.6% college graduates; 77.6% with some college education. * Low unemployment at 3.5% (Index 65); higher labor force participation rate at 67.9% (Index 109) with proportionately more 2-worker households at 62.2%, (Index 120). * Well-connected consumers that appreciate technology and make liberal use of it for everything from shopping and banking to staying current and communicating. * Informed shoppers that do their research prior to purchasing and focus on quality. Note ===== PDF PAGE 110 ===== [Extraction: OCR (rendered-page OCR)] Affluent Estates uburbanites , ) Savvy S TAPESTRY SEGMENTATION AGE BY SEX ssncous Median Age: 45 7 RACE AND ETHNICITY ¢xsc shows the likelihood that two persons, chosen at random from the same area, belong to different race or ethnic groups. The index ranges from 0 (no diversity) to 100 (complete diversity). Diversity Index: 26.2 US: 64.0 7.2% EE 18.1% B24% 34% $1.6% Biioex Miso mses 0.3% 11.0% miai% —— ar Se ee eee 22S SSE 70.2% J 20% a 602 80% Incheat Hispanic* Multiple Other Asian and Pac. islander American Indian Black White The five occupatio $140,000 ca $120,000 — $100,000 $80,000 $60,000 sGujusey ueipoy $40,000 $20,000 tf © 0 @ TF The Diversity Index summarizes racial and ethnic diversity. The index INCOME AND NET WORTH Net worth measures total household assets (homes, vehicles, investments, etc.) less any debts, secured (e.g., mortgages) or unsecured (credit cards). Household income and net worth are estimated by Esri. Median Household Income Bil ss100 0 § S$200K S300K S$4Q0K SSOOK 5S. Median Net Worth OCCUPATION BY EARNINGS ns with the highest number of workers in the market are displayed by median earnings. Data from the Census Bureau's American Community Survey. Runagerment Heatthcore Techeical Education, Traineg, And Library o 100,000 406,000 Workers (Age 16+) ===== PDF PAGE 111 ===== [Extraction: OCR (rendered-page OCR)] Affluent Estates TAPESTRY ) Savvy Suburbanites _ N MARKET. PROEPIEE - sesso scsi sistsie time tolalig titi HOUSING * Residents prefer late model, family-oriented vehicles: SUVs, minivans, and station wagons. Median home value is displayed for markets that are primarily owner occupied; average rent is shown for renter-occupied markets. * Gardening and home remodeling are priorities, usually DIY. Riding mowers and Tenure and home value are estimated by Esri. Housing type and average power tools are popular, although they also hire contractors for the heavy lifting. rent are from the Census Bureau's American Community Survey. * There is extensive use of housekeeping and personal care services. * Foodies: They like to cook and prefer natural or organic products. * These investors are financially active, using a number of resources for informed investing. They are not afraid of debt; many households carry first and second mortgages, plus home equity credit lines. * Physically fit, residents actively pursue a number of sports, from skiing to golf, and invest heavily in sports gear and exercise equipment. Typical Housing: Single Family Median Value: $362,900 POPULATION CHARACTERISTICS ESRI INDEXES Total population, average annual population change since Census 2010, and average Esri developed three indexes to display average household wealth, socioeconomic status, density (population per square mile} are displayed for the market relative to the size and housing affordability for the market relative to US standards. and change among all Tapestry markets. Data estimated by Esti. Population 0 i - 350 Wealth Index 0 468 -—~— 350 Socioeconomic Status Index 0 138 350 Housing Affordability Index ===== PDF PAGE 112 ===== [Extraction: OCR (rendered-page OCR)] Affluent Estates ; TAPESTRY 1D Savvy Suburbanites SEGMENTATION SEGMENT DENSITY This map illustrates the density and distribution of the Savvy Suburbanites Tapestry Segment dy households. For more information es THE 1-800-447-9778 Ss ir I onnice info@esri.com a esri.com ===== PDF PAGE 113 ===== [Extraction: OCR (rendered-page OCR)] é Landscapes Soccer Moms Households: 3,541,300 Average Household Size: 2.97 Median Age: 37.0 Median Household Income: $90,500 WHO ARE WE? OUR NEIGHBORHOOD Soccer Moms is an affluent, family-oriented market * Soccer Moms residents prefer the suburban with a country flavor. Residents are partial to new housing periphery of metropolitan areas. away from the bustle of the city but close enough to commute to professional job centers. Life in this suburban wilderness offsets the hectic pace of two working parents with growing children. They favor time-saving devices, . - like banking online or housekeeping services, and * Owner-occupied homes have high rate of family-oriented pursuits. mortgages at 68% (Index 164), and low rate vacancy at 4%. * Median home value is $257,400. * Predominantly single family, homes are in newer neighborhoods, 34% built in the 1990s (Index 236), 31% built since 2000. * Most households are married couples with children; average household size is 2.97. * Most households have 2 or 3 vehicles; long travel time to work including a disproportionate number commuting from a different county (Index 132). TAPESTRY SEGMENTATION SOCIOECONOMIC TRAITS * Education: 40.5% college graduates; more than 72% with some college education. ¢ Low unemployment at 3.8%; high labor force participation rate at 71%; 2 out of 3 households include 2+ workers (Index 124). ¢ Connected, with a host of wireless devices from iPods to tablets—anything that enables convenience, like banking, paying bills, or even shopping online. * Well insured and invested in a range of funds, from savings accounts or bonds to stocks. * Carry a higher level of debt, including first (Index 149) and second mortgages (Index 154) and auto loans (index 149). ===== PDF PAGE 114 ===== [Extraction: OCR (rendered-page OCR)] 4A AGE BY SEX Median Age: Male RACE AND ETHNICITY -.. The Diversity Index summarizes racial and ethnic diversity. The index shows the likelihood that two persons, chosen at random from the same area, belong te different race or ethnic groups. The index ranges from 0 (no diversity} to 100 (complete Giversity). Diversity Index: Hispanic* Multiple Other Asian and Pac. Islander American dian Black White Female AVERAGE HOUSEHOLD BUDGET INDEX The index compares the average amount spent in this market's household budgets for housing, food, apparel, etc., to the average amount spent by all US households. An index of 100 ts average. An index of 120 shows that average spending by consumers in this market st US: 6 A W7% 78.0% Z = SS ee, SESS 70.2%. AD D INCOME AND NET WORTH Net worth measures total household assets (homes, vehicles, investments, etc.) less any debts, secured {e.g., mortgages) or unsecured (credit cards). Household income and net worth are estimated by Esri. Median Household Income Median Net Worth $284,500 OCCUPATION BY EARNINGS is 20 percent above the national average. Consumer expenditures are estimated by Esri. Housing Food Apparel & Services Transportation Health Care Entertainment & Recreation Education Pensions & Social Security Other 128 428 118 130 150 149 139 141 157 sGuywsey ueipayw The five occupations with the highest number of workers in the market are displayed by median earnings. Data from the Census Bureau's American Community Survey. Management Education. Training. And Lbeary Workers (Age 16+) ===== PDF PAGE 115 ===== [Extraction: OCR (rendered-page OCR)] é de Group: Family Landscapes : TAPESTRY occer Moms SEGMENTATION esr 1 MARKET PROFILE «... ' HOUSING * Most households own at least 2 vehicles; the most popular types are minivans and SUVs. Median home value is displayed for markets that are primarily owner occupied; average rent is shown for renter-occupied markets * Family-oriented purchases and activities dominate, like 4+ televisions (Index 154), movie Tenure and heme value are estimated by Esri. Housing type and average purchases or rentals, children’s apparel and toys, and visits to theme parks or zoos. rent are from the Census Bureau's American Community Survey. * Outdoor activities and sports are characteristic of life in the suburban periphery. They attend sporting events, as well as participate in them like bicycling, jogging, golfing, and boating. cm * Home maintenance services are frequently contracted, but these families also like their gardens and own the tools for minor upkeep, like lawn mowers, trimmers, and blowers. Home _ | Own Ownership Rent Seen US Percent 15.1% Typical Housing: Single Family Median Value: $257,400 S Median: $207 POPULATION CHARACTERISTICS ESRI INDEXES Total population, average annua! population change since Census 2010, and average Esri developed three indexes to display average household wealth, socioeconomic status, density (population per square mile) are displayed for the market relative to the size and housing affordability for the market relative to US standards. and change amono all Tapestry markets. Data estimated by Esri. Population 4 0 ——__—_ jg eee . Wealth Index Population Growth «« SRA Gi aa RS — Socioeconomic Status Index OQ aa) oe) ww ) Population Density ~ 0 —_—_______ iggy Housing Affordability Index a uw o0) ===== PDF PAGE 116 ===== [Extraction: OCR (rendered-page OCR)] sroup: Family Landscapes Becca: Moms Bein SEGMENT DENSITY This map illustrates the density and distribution of the Soccer Moms Tapestry Segment by households. Eelence eene> For more information 1-800-447-9778 ri info@esri.com