On December 14, 2010 the Agency Board authorized the Executive Director to advertise, select, and execute a contract with a consultant firm to conduct a retail market analysis of the primary commercial retail areas in Santa Cruz, with an emphasis on improving and maintaining long-term retail sustainability for the downtown.
Following a public bidding process, the Agency selected the Gibbs Planning Group on March 7, 2011 to conduct a retail market analysis for the Santa Cruz commercial districts including the downtown, eastside, westside (including Harvey West and Mission Street) and the beach area. The completed analysis and recommendations were presented to the Agency Board for consideration on September 27, 2011. At that meeting, Council directed staff to conduct a special study session on the findings of the report for further council discussion and consideration which was conducted on November 29, 2011.
The purpose of the retail market analysis was to assess the viability of additional retail sales for existing businesses and the potential for development of new retailers in the commercial district areas of Santa Cruz. The report quantifies the retail sales potential of the community and summarizes the relevant demographic characteristics of each trade that can support an increase in retail market share and overall economic performance.
Materials from November 29, 2011 City Council Study Session