2013 Market Research · 2013 Market Research 1265 SCOTTSVILLE ROAD • ROCHESTER, NY 14624 • 585.464.9400 •

2013 Market Research

1265 SCOTTSVILLE ROAD • ROCHESTER, NY 14624 • 585.464.9400 • www.wilmorite.com

Towne Center at Webster

Retail Competition Map ROCHESTER, NY

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2013 Wilmorite Market Research

Retail Sales Map ROCHESTER, NY

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$400,000,000 - $500,000,000$500,000,000 - $1,000,000,000$1,000,000,000 - $2,000,000,000$2,000,000,000 - $3,000,000,000

Retail Sales$0 - $100,000 ,000$100,000,000 - $200,000,000$200,000,000 - $300,000,000$300,000,000 - $400,000,000


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Average HH Income by Zip CodeBelow $50,000 $50,000 - $60,000$60,000 - $70,000$70,000 - $80,000

$80,000 - $90,000$90,000 - $100,000$100,000+




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Estimated Population Growth by Zip Code 2013 - 2018Below 00-1%1-2%

2-3%3-4%4+%



Eastview Mall ROCHESTER, NY

Primary Trade Area

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Eastview MallPrimary Trade Area Data Report2013 Market Research

Primary Trade Area Rochester MSA

2013 Population 536,725 1,055,927

2018 Estimated Population 542,834 1,060,606

Growth 2013-2018 1.14% 0.44%

2013 Households 218,553 424,125

Percentage of Population With Bachelor's Degree or Higher 41.76% 32.55%

Population Race: White 84.07% 80.48%

Population Race: Non-White 15.93% 19.52%

Average HH Income $76,045 $66,596

Median HH Income $57,794 $50,880

Average Commute (minutes) 21.78 22.76

HH over $75,000 36.42% 31.17%

HH over $100,000 23.06% 18.40%

Percentage Owner Occupied Housing 69.07% 67.14%

© 2013 Wilmorite Management Group, LLCSource: Nielsen Claritas I-Xpress 2013


Secondary Trade Area

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City of Syracuse

Boulevard Mall

The Mall at Greece Ridge

Pittsford Plaza

Walden Galleria

McKinley Mall

The Marketplace Mall Destiny

Great Northern MallTowne Center at Webster

City of Buffalo

Eastview MallSecondary Trade Area Data Report2013 Market Research

Secondary Trade Area (Including Primary Trade Area)

2013 Population 2,188,130

2018 Estimated Population 2,195,232

Growth 2013-2018 0.32%

2013 Households 879,971

Percentage of Population With Bachelor's Degree or Higher 30.44%

Population Race: White 84.43%

Population Race: Non-White 15.57%

Average HH Income $67,174

Median HH Income $51,834

Average Commute (minutes) 22.8

HH over $75,000 31.83%

HH over $100,000 18.90%

Percentage Owner Occupied Housing 68.97%


Rochester

CANADA

Lake Ontario

Syracuse

Buffalo

Walden Galleria

Boulevard Mall

McKinley Mall

The Marketplace Mall

The Mall at Greece Ridge Towne Center at Webster

Destiny

Great Northern Mall


Primary & Secondary Trade Area

Average HH Income by Zip CodeBelow $50,000 $50,000 - $60,000$60,000 - $70,000$70,000 - $80,000

$80,000 - $90,000$90,000 - $100,000$100,000+

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Eastview MallPrimary & Secondary Trade Area Data Report2013 Market Research

Rochester MSA Primary Trade Area Secondary Trade Area

2013 Population 1,055,927 536,725 2,188,130

2018 Estimated Population 1,060,606 542,834 2,195,232

Growth 2013-2018 0.44% 1.14% 0.32%

2013 Households 424,125 218,553 879,971

Percentage of Population With Bachelor's Degree or Higher 32.55% 41.76% 30.44%

Population Race: White 80.48% 84.07% 84.43%

Population Race: Non-White 19.52% 15.93% 15.57%

Average HH Income $66,596 $76,045 $67,174

Median HH Income $50,880 $57,794 $51,834

Average Commute (minutes) 22.76 21.78 22.8

HH over $75,000 31.17% 36.42% 31.83%

HH over $100,000 18.40% 23.06% 18.90%

Percentage Owner Occupied Housing 67.14% 69.07% 68.97%



3-5-7-10-15 Mile Radii Map

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3 Mile Radius5 Mile Radius7 Mile Radius10 Mile Radius15 Mile Radius

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Eastview Mall

Radii Data Report


3 Miles 5 Miles 7 Miles 10 Miles 15 Miles

2013 Population 16,878 60,908 116,084 215,752 588,493

2018 Population 17,410 61,685 117,854 218,696 592,941

Growth 2013-2018 3.15% 1.28% 1.52% 1.36% 0.76%

2013 Households 6,485 23,965 45,405 86,189 238,983

Percentage of Population With Bachelor's Degree or Higher 62.91% 58.21% 53.94% 51.15% 37.97%

Population Race: White 93.03% 93.38% 92.14% 90.47% 73.20%

Population Race: Non-White 6.97% 6.62% 7.86% 9.53% 26.80%

Average HH Income $125,892 $109,595 $103,661 $95,369 $68,632

Median HH Income $93,353 $81,783 $73,917 $69,182 $49,124

Average Communte (minutes) 22.75 22.97 22.13 21.61 21.54

HH over $75,000 60.84% 53.82% 49.23% 45.54% 31.21%

HH over $100,000 46.21% 39.79% 35.90% 32.06% 19.76%

Percentage Owner Occupied Housing 84.52% 84.09% 79.67% 77.99% 61.74%



10-20-30 Minute Drive Time Map

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10 Minute Drive Time20 Minute Drive Time30 Minute Drive Time

Eastview MallDrive Time Report2013 Market Research

10 Minutes 20 Minutes 30 Minutes

2013 Population 50,574 333,532 678,528

2018 Population 51,467 336,336 682,889

Growth 2013-2018 1.77% 0.84% 0.64%

2013 Households 20,029 140,340 277,475

Percentage of Population With Bachelor's Degree or Higher 59.28% 45.37% 36.21%

Population Race: White 93.66% 79.04% 74.37%

Population Race: Non-White 6.34% 20.96% 25.63%

Average HH Income $109,310 $77,041 $67,353

Median HH Income $83,003 $54,336 $48,961

Average Commute (minutes) 22.51 20.87 21.42

HH over $75,000 54.45% 34.90% 30.51%

HH over $100,000 40.53% 23.43% 18.82%

Percentage Owner Occupied Housing 84.30% 63.41% 63.14%


Eastview Mall


10 Minutes

Big Fish, Small Pond: Older, upper-class, college-educated professionals, the members of Big Fish, Small Pond are often among the leading citizens of their small-town communities. These upscale, empty-nesting couples enjoy the trappings of success, including belonging to country clubs, maintaining large investment portfolios, and spending freely on computer technology. Median household income is $109,751. 23.65%Pools & Patios: Formed during the postwar Baby Boom, Pools & Patios has evolved from a segment of young suburban families to one for older, empty-nesting couples. In these stable neighborhoods graced with backyard pools and patios--a large proportion of homes were built in the 1950's and 1960's--residents work as white-collar managers and professionals, and are now at the top of their careers. Median houshold income is $91,308. 14.20%New Empty Nests:With their grown-up children recently out of the house, New Empty Nests is composed of upscale older Americans who pursue active and activist lifestyles. Nearly three-quarters of residents are over 65 years old, but they show no interest in a rest-home retirement. This is the top-ranked segment for all-inclusive travel packages; the favorite destination is Italy. Median household income is $95,135. 12.32%Country Squires:The wealthiest residents in exurban America live in Country Squires, an oasis for affluent Baby Boomers who've fled the city for the charms of small-town living. In their bucolic communities noted for their recently built homes on sprawling properties, the families of executives live in six-figure comfort. Country Squires enjoy country club sports like golf, tennis and swimming as well as skiing, boating and biking. Median household income is $135,799. 10.89%Upper Crust: The nation's most exclusive address, Upper Crust is the wealthiest lifestyle in America--a haven for empty-nesting couples between the ages of 45 and 64. No segment has a higher concentration of residents earning over $100,000 a year and possessing a postgraduate degree and none has a more opulent standard of living. Median household income is $156,631.

6.84%Gray Power:The steady rise of older, healthier Americans over the past decade has produced one important by-product: middle-class, home-owning suburbanites who are aging in place rather than moving to retirement communities. Gray Power reflects this trend, a segment of older, midscale singles and couples who live in quiet comfort. Median household income is $71,125.

6.40%Movers & Shakers: Movers & Shakers is home to America's up-and-coming business class: a wealthy suburban world of dual-income couples who are highly educated, typically between the ages of 35 and 54. Given its high percentage of executives and white-collar professionals, there's a decided business bent to this segment members of Movers & Shakers rank near the top for owning a small business and having a home office. Median household income is $132,893. 5.79%Executive Suites: Executive Suites consists of upper-middle-class singles and couples typically living just beyond the nation's beltways. Filled with significant numbers of Asian-Americans and college graduates--both groups are represented at more than twice the national average--this segment is a haven for white-collar professionals drawn to comfortable homes and apartments within a manageable commute to downtown jobs, restaurants, and entertainment. Median household income is $99,027. 5.63%Fast-Track Families: With their upscale incomes, numerous children, and spacious homes, Fast-Track Families are in their prime acquisition years. These middle-aged parents have the disposable income and educated sensibility to want the best for their children. They buy the latest technology with impunity: new computers, DVD players, home theater systems, and video games. They take advantage of their rustic locales by camping, boating, and fishing. Median household income is $86,239. 3.41%Blue Blood Estates: Blue Blood estates is a family portrait of suburban wealth, a place of million-dollar homes and manicured lawns, high-end cars and exclusive private clubs. The nation's second-wealthiest lifestyle is characterized by married couples with children, graduate degrees, a significant percentage of Asian-Americans, and six-figure incomes earned by business executives, managers and professionals. Median household income is $162,357. 3.16%© 2013 Wilmorite Management Group, LLC. Source: Nielsen Claritas I-Xpress 2013

10 Minute Drive Time - PRIZM

Eastview Mall


20 Minutes

Pools & Patios: Formed during the postwar Baby Boom, Pools & Patios has evolved from a segment of young suburban families to one for older, empty-nesting couples. In these stable neighborhoods graced with backyard pools and patios--a large proportion of homes were built in the 1950's and 1960's--residents work as white-collar managers and professionals, and are now at the top of their careers. Median houshold income is $91,308. 8.81%Urban Achievers: Concentrated in the nation's port cities, Urban Achievers is often the first stop for up-and-coming immigrants from Asia, South America, and Europe. These young singles, couples, and families are typically college-educated and ethnically diverse: about a third are foreign-born and even more speak a language other than English. Median household income is $53,196.

7.84%Low-Rise Living: The most economically challenged urban segment, Low-Rise Living is known as a transient world for middle age, ethnically diverse singles and single parents. Home values are low--about half the national average--and even then less than a quarter of residents can afford to own real estate. Typically, the commerical base of Mom-and-Pop stores is stuggling and in need of a renaissance. Median household income is $37,084. 6.08%Young Influentials: Once known as the home of the nation's yuppies, Young Influentials reflects the fading glow of acquisitive yuppiedom. Today, the segment is a common address for younger, middle-class singles and couples who are more preoccupied with balancing work and leisure pursuits. Having recently left college dorms, they now live in apartment complexes surrounded by ball fields, health clubs, and casual-dining restaurants. Median household income is $63,413. 5.44%Multi-Culti Mosaic: An immigrant gateway community, Multi-Culti Mosaic is the urban home for a mixed populace of Hispanic, Asian, and African-American singles and families. With nearly a quarter of the residents foreign born, this segment is a mecca for first-generation Americans who are striving to improve their lower-middle-class status. Median household income is $46,927. 5.35%Big Fish, Small Pond: Older, upper-class, college-educated professionals, the members of Big Fish, Small Pond are often among the leading citizens of their small-town communities. These upscale, empty-nesting couples enjoy the trappings of success, including belonging to country clubs, maintaining large investment portfolios, and spending freely on computer technology. Median household income is $109,751. 4.56%Country Squires:The wealthiest residents in exurban America live in Country Squires, an oasis for affluent Baby Boomers who've fled the city for the charms of small-town living. In their bucolic communities noted for their recently built homes on sprawling properties, the families of executives live in six-figure comfort. Country Squires enjoy country club sports like golf, tennis and swimming as well as skiing, boating and biking. Median household income is $135,799. 4.46%Gray Power:The steady rise of older, healthier Americans over the past decade has produced one important by-product: middle-class, home-owning suburbanites who are aging in place rather than moving to retirement communities. Gray Power reflects this trend, a segment of older, midscale singles and couples who live in quiet comfort. Median household income is $71,125.

4.39%New Empty Nests:With their grown-up children recently out of the house, New Empty Nests is composed of upscale older Americans who pursue active and activist lifestyles. Nearly three-quarters of residents are over 65 years old, but they show no interest in a rest-home retirement. This is the top-ranked segment for all-inclusive travel packages; the favorite destination is Italy. Median household income is $95,135. 4.20%Domestic Duos: Domestic Duos represents a middle-class mix of mainly over-65 singles and married couples living in older suburban homes. With their high-school educations and fixed incomes, segment residents maintain an easy-going lifestyle. Residents like to socialize by going bowling, seeing a play, meeting at the local fraternal order, or going out to eat. Median household income is $60,657. 3.52%© 2013 Wilmorite Management Group, LLC. Source: Nielsen Claritas I-Xpress 2013


Eastview Mall


30 Minutes

Domestic Duos: Domestic Duos represents a middle-class mix of mainly over-65 singles and married couples living in older suburban homes. With their high-school educations and fixed incomes, segment residents maintain an easy-going lifestyle. Residents like to socialize by going bowling, seeing a play, meeting at the local fraternal order, or going out to eat. Median household income is $60,657. 7.53%Low-Rise Living: The most economically challenged urban segment, Low-Rise Living is known as a transient world for middle age, ethnically diverse singles and single parents. Home values are low--about half the national average--and even then less than a quarter of residents can afford to own real estate. Typically, the commercial base of Mom-and-Pop stores is struggling and in need of a renaissance. Median household income is $37,084. 7.15%Multi-Culti Mosaic: An immigrant gateway community, Multi-Culti Mosaic is the urban home for a mixed populace of Hispanic, Asian, and African-American singles and families. With nearly a quarter of the residents foreign born, this segment is a mecca for first-generation Americans who are striving to improve their lower-middle-class status. Median household income is $46,927.

6.76%Pools & Patios: Formed during the postwar Baby Boom, Pools & Patios has evolved from a segment of young suburban families to one for older, empty-nesting couples. In these stable neighborhoods graced with backyard pools and patios--a large proportion of homes were built in the 1950's and 1960's--residents work as white-collar managers and professionals, and are now at the top of their careers. Median household income is $91,308. 6.63%Young Influentials: Once known as the home of the nation's yuppies, Young Influentials reflects the fading glow of acquisitive yuppiedom. Today, the segment is a common address for younger, middle-class singles and couples who are more preoccupied with balancing work and leisure pursuits. Having recently left college dorms, they now live in apartment complexes surrounded by ball fields, health clubs, and casual-dining restaurants. Median household income is $63,413. 5.22%Suburban Sprawl: Suburban Sprawl is an unusual American lifestyle: a collection of midscale, older singles and couples living in the heart of suburbia. Typically members of the Baby Boom generation, they hold decent jobs, own older homes and condos, and pursue conservative versions of the American Dream. Among their favorite activities are jogging on treadmills, playing trivia games, and renting videos. Median household income is $62,002. 4.54%Urban Achievers: Concentrated in the nation's port cities, Urban Achievers is often the first stop for up-and-coming immigrants from Asia, South America, and Europe. These young singles, couples, and families are typically college-educated and ethnically diverse: about a third are foreign-born, and even more speak a language other than English. Median household income is $53,196.

4.08%Big Fish, Small Pond: Older, upper-class, college-educated professionals, the members of Big Fish, Small Pond are often among the leading citizens of their small-town communities. These upscale, empty-nesting couples enjoy the trappings of success, including belonging to country clubs, maintaining large investment portfolios, and spending freely on computer technology. Median household income is $109,751. 3.57%Urban Elders: For Urban Elders--a segment located in the downtown neighborhoods of such metros as New York, Chicago, Las Vegas, and Miami--life is often an economic struggle. These communties have high concentrations of Hispanics and African-Americans and tend to be downscale, with singles living in older apartment rentals. Median household income is $42,100.

3.35%Mayberry-ville: Like the old Andy Griffith Show set in a quaint picturesque berg, Mayberry-ville harks back to an old-fashioned way of life. In these small towns, upper-middle-class couples like to fish and hunt during the day, and stay home and watch TV at night. With lucrative blue-collar jobs and moderately priced housing, residents use their discretionary cash to purchase boats, campers, motorcycles and pickup trucks. Median household income is $63,702. 3.28%© 2013 Wilmorite Management Group, LLC. Source: Nielsen Claritas I-Xpress 2013


Documents

2013 Market Research · 2013 Market Research 1265 SCOTTSVILLE ROAD • ROCHESTER, NY 14624 • 585.464.9400 •