Johnstown Expressway Target Site Proposal. Johnstown Economic Development Task Force April 5, 2004
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1 Johnstown Expressway Target Site Proposal Johnstown Economic Development Task Force April 5, 2004
2 Purpose 2 To propose the Johnstown, PA market as a potential site for Target
3 Agenda 3 Who are we? Why the Johnstown market? Why this site? Why Target? What s the proposal?
4 Who are we? 4 Our team includes all the major economic development and political players in the market City, state, and federal level representatives partnered with Echo Development of Pittsburgh
5 Why Johnstown? 5 Johnstown is the #1 most underserved secondary market in PA based on population 78,000 for each mass merchandiser Market Mass Merchandisers NAICS: Population (000) Population per store (000) Johnstown Lancaster Allentown Harrisburg Reading Williamsport York Altoona Sharon Scranton State College Erie Sources: 2000 U.S. Census; 1997 U.S. Economic Census; walmart.com, samsclub.com, kmart.com, target.com
6 Why Johnstown? 6 Johnstown is 8th largest secondary market MSA in PA Population = 233,000 Source: 2000 U.S. Census
7 Why Johnstown? 7 Johnstown s population is larger than other secondary PA markets with existing Targets Metros Johnstown Washington Butler State College Stroudsburg Altoona MSA or County Population (if too small to be an MSA) 233 k 203 k 174 k 136 k 130 k 129 k Source: U.S. Census Bureau, 2000, target.com
8 Why Johnstown? 8 Johnstown s trade area is very large All or part of 7 counties Population = 355,000 Jo h n s t o w n % Sources: Crown American REIT 2000 U.S. Census
9 Why Johnstown? 9 but it has little overlap with existing Target stores due to natural boundaries: mountains Most routes across the mountains are 2-lane highways Market is connected north-south by 4-lane expressway Laurel Mountains Allegheny Mountains Sources: Mapquest, 2004
10 Why Johnstown? 10 Johnstown is the #2 most underserved MSA based on upscale households ($50k+) 8,000 for each mass merchandiser Market Mass Merchandisers NAICS: $50k + Population (000) Population per store (000) Lancaster Johnstown Allentown Harrisburg Reading York Williamsport Altoona Scranton Sharon State College Erie Sources: 2000 U.S. Census; 1997 U.S. Economic Census; walmart.com, samsclub.com, kmart.com, target.com
11 Why Johnstown? 11 and its upscale ($50k+) demo is growing.. Key Demos 1990 Census 2000 Census Percent Change HH Income - Median - $50k + HH $21,529 9,688 $30,442 22, % +134% Sources: 1990, 2000 U.S. Census
12 Why Johnstown? 12 and its $50k population is competitive with other PA Target secondary markets Metros Population $50 k Population Washington 203 k 82,795 Butler 174 k 75,059 State College 136 k 59,570 Stroudsburg 130 k 56,030 Johnstown 233 k 55,906 Altoona 129 k 47,236 Source: U.S. Census Bureau, 2000, target.com
13 Why Johnstown? 13 Johnstown is the #2 most underserved MSA based on college educated individuals 7,300 for each mass merchandiser Market Mass Merchandisers NAICS: BA+ Education Population (000) Population per store (000) Lancaster Johnstown Allentown Harrisburg State College Reading York Williamsport Sharon Erie Scranton Altoona Sources: 2000 U.S. Census; 1997 U.S. Economic Census; walmart.com, samsclub.com, kmart.com, target.com
14 Why Johnstown? 14 and its college educated demo is growing Key Demos 1990 Census 2000 Census Percent Change Education HH - BA - Graduate 10,590 5,982 13,581 7, % +19% Sources: 2000, 1990 U.S. Census
15 Why Johnstown? 15 and its college educated population is competitive with other Target PA markets Only 5% fewer than State College, home to Penn State Metros Population $50 k Population College Grad Population Washington 203 k 82,795 28,340 Butler 174 k 75,059 26,771 State College 136 k 59,570 25,067 Johnstown 233 k 55,906 23,760 Stroudsburg 130 k 56,030 23,577 Altoona 129 k 47,236 13,870 Source: U.S. Census Bureau, 2000
16 Why Johnstown? 16 Johnstown is the #2 most underserved MSA based on professional/managerial positions 8,500 for each mass merchandiser Market Mass Merchandisers NAICS: Professional/Managerial Population (000) Population per store (000) Lancaster Johnstown Harrisburg Allentown Reading State College York Altoona Sharon Scranton Erie Williamsport Sources: 2000 U.S. Census; 1997 U.S. Economic Census; walmart.com, samsclub.com, kmart.com, target.com
17 Why Johnstown? 17 and its professional/managerial demo is growing Key Demos 1990 Census 2000 Census Percent Change Professional/ Managerial HH 18,213 25, % sources: 2000, 1990 U.S. Census
18 Why Johnstown? 18 In sum, Johnstown is competitive with other Target secondary PA markets, and it is: Home to the largest medical community between Pittsburgh and Harrisburg Conemaugh Regional Medical System (3,000+ employees)
19 Why Johnstown? 19 Rated by the Milken Institute as one of the nation s fastest growing high tech hotspots - Home to National Drug Intelligence Center and 2 high technology complexes Windber Research Institute Johnstown High Technology Park
20 Why Johnstown? 20 Host of larger city amenities: 3 four- year universities Sports arena with professional hockey New $25MM convention center complex
21 Why this site? 21 The site is the population center of region 62% (146k) of the MSA s population lives within 15 miles/15 minutes Site 15 miles/ 15 minutes
22 Why this site? 22 The site is a key choke point connecting: the business/sports/tourist district and its 2 large medical centers with its largest/most upscale neighborhoods and zip codes Best $50k+, P/M, College Grad demos in MSA Business/Sports/Tourist District Major Medical Center # Zip Zip Site Major Medical Center #2
23 Why this site? 23 The site is #4 traffic density spot in the market but the one with best positioned for incentives Rank Location Volume Available Sites 1 US Route 56 W 30,000 Yes, 15 acre greenfield 2 US Elton Road 29,000 None; site of new Wal-Mart SuperCenter; Bed Bath & Beyond and Circuit City 3 Scalp US ,000 None within close proximity 4 Johnstown Haynes St. 25,000 Yes; 5+ acre brownfield with possible incentives 5 Galleria US ,000 Yes, 26 acre Greenfield but major acquisition and/or site preparation issues
24 Why this site? 24 The site is adjacent to 2 exits of a 4 lane limited access highway (Johnstown Expressway) Walnut St. Exit Site Johnstown Expressway
25 Why Target? 25 Johnstown fills a gap in Target coverage 2.25 hours/81 miles between existing Targets Greensburg and Altoona Source: MapQuest, 2001
26 Why Target? 26 Consumer demand is there for Target 1,000+ residents have signed a petition asking Target to consider Johnstown Actually, consumer demand is there for any mass merchandiser 5,000 signed a petition to ask K-Mart to stay This store is going to close because the developer is selling the property to our competitor. - Kmart spokeswoman Michele Jasukaitis Source: Johnstown Tribune-Democrat, March 15, 2003 and July 15, 2003
27 Why Target? 27 Johnstown is already in a Target TV market Johnstown-Altoona DMA 3 of the 4 commercial TV stations in the DMA are based in Johnstown All stations provide coverage of Johnstown plus other existing Targets in Altoona and State College Source: Nielsen Media Research, 1999
28 What is the proposal? 28 Our plan duplicates a Gaithersburg, MD project Gaithersburg uses a main street approach 3 acre site 2 level, 100,000 s.f. Target Adjacent parking deck ~ 600 spaces providing 5 spaces per 1,000 s.f. Adjacent retail environment Small specialty retail i.e. Bath & Body Works; Barnes & Noble Restaurants i.e. Panera Bread, Ben & Jerry s Ice Cream Source: Tony Tomasello, Gaithersburg Economic Development Department
29 What is the proposal? 29 Gaithersburg site looking toward Target
30 What is the proposal? 30 Gaithersburg site looking toward parking deck
31 What is the proposal? 31 Our task force offers a 5+ acre site
32 What is the proposal? 32 for a development similar to Gaithersburg - 180k s.f. retail/ 1,271 parking spaces - large format of the plan below is included in this package
33 What is the proposal? 33 Our task force would work with you in a public/private partnership to spearhead: Site acquisition and control Site clearance Infrastructure upgrades Parking deck development
34 What is the proposal? 34 leaving Target/its developer to focus on: Build-out for: Anchor store Out parcels Surface parking
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