Botanical Heights Marketing Plan

7/30/2019 Botanical Heights Marketing Plan

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--/-!The sales representatives for Botanical Heights West must be responsible for adhering to thetactical guidelines set forth in this marketing plan and for tracking traffic and buyer informationby advertising source and reporting data to the Garden District Commission for compilationand analysis. The relationship between sales and marketing efforts must be inseparable for anymarketing plan to be successful.

This tremendous level of responsibility is the same for Realtors and direct Botanical HeightsWest sales employees. It is strongly recommended to require any listing agent to sign an agree-ment that binds them to strictly following the tactics of the plan.

The Garden District Commission should develop a marketing meeting schedule and holdmarketing meetings with Botanical Heights West sales representatives and key team membersno less frequent than one time per month.

Using a Customer Relationship Management program or software is also an important part ofsales and marketing fusion. These track the potential buyer from prospecting to closing and

many have the ability to track marketing tactics and effects. It should be mandatory thatBotanical Heights West sales representatives fully master and utilize a Customer RelationshipManagement Program.

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!In the current homebuilding market, and with regard to Botanical Heights West, the greatestchallenges for success are:

The purpose of the marketing plan for Botanical Heights West is to meet these challenges andestablish new buyer expectations. Through a cohesive, superior marketing program, BotanicalHeights West will achieve the following critical factors for success:

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$/It is the uniqueness of this development that will attract the target buyers to Botanical Heights West . The vision ofGarden Wonderland belongs in a fresh, unique development never before seen in the St. Louis Area. BotanicalHeight West is the perfect environment for this theme.

Garden Wonderland is inspired by the childrens classic Alice in Wonderland, and all of its eclectic charm. The jux-taposition of Alices awake world (traditional architecture of the homes) and her imaginative dream world (commonspaces, landscaping, retail, and leverage created by The Botanical Gardens unique featured artist collections) createan ideal canvas for homebuyers to experience very rich living within this neighborhood.

This theme is recommended for the common spaces, landscaping, retail areas and marketing elements of BotanicalHeights West. Bright colors, vivid imagery and larger than life artistic expression will make Botanical Heights West

the perfect niche community for the McRee Town neighborhood.

The Garden Wonderland creates theplace that the target buyer has been looking for to spend their next lifestage.

It is a landmark, a known destination and a place for the target to feel comfortable in their own, funky skin.


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Botanical Heights West is located in St. Louis City at the northeast corner of Vandeventer and Interstate 44. Thearea for redevelopment is bordered by Vandeventer Avenue on the West, Lafayette Avenue on the South, ThurmanAvenue on the East and Folsom Avenue on the North. Botanical Heights consists of existing commercial and resi-dential buildings. A map of this location can be seen on the following page.

The Botanical Heights West area is a continuation of the successful redevelopment of the McRee Town neighbor-hood north of Interstate 44. The McRee Town neighborhood was originally developed as housing for the nearbyLiggett and Meyers Tobacco Company. During the 1960s, the construction of Interstate 44 physically divided theneighborhood and the area north of the interstate quickly deteriorated*.

The Garden District Commission was formed in December 1998 to facilitate communication between the MissouriBotanical Garden and its four surrounding neighborhoods*. Ultimately, a plan was developed to rehabilitate the

western portion of the neighborhood, while the eastern half would be demolished and created anew.McBride and Sons Botanical Heights Development on the east broke ground in June of 2004 and signed over 50contracts during the Grand Opening. McBrides successful development consists of approximately 400 residentialunits, including over 100 new, single family homes ranging from the mid $100,000s to over $400,000.

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Botanical Heights West Properties

Total Parcels 306

Total Buildings 204

Total Lots 102

GDC Owned Parcels 93

GDC Target Acquisitions 35

Owner Occupied Parcels 44

Roos Owned Parcels 16

Eberhardt Owned Parcels 16Miscellaneous Non Owner Occupied Properties 102


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It can be concluded that Botanical Heights West is in a stable competitive position with in the St. Louis City market.The following pages include:


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Model MatrixModel MatrixModel MatrixModel Matrix

Model NameModel NameModel NameModel Name BedroomsBedroomsBedroomsBedrooms BathroomsBathroomsBathroomsBathrooms Square FeetSquare FeetSquare FeetSquare Feet Base PriceBase PriceBase PriceBase Price

Armand 3.0 2.4 1,564 $254,900

Bridgeport 4.0 2.5 2,489 $316,200

Kingston A 3.0 2.5 1,920 $268,400

Kingston B 3.0 2.5 1,920 $266,900

Newport End 3.0 2.5 1,937 $235,750

Newport

Middle 3.0 2.5 1,738 $219,000

Providence 5.0 2.5 2,752 $294,700

Providence II 5.0 3.5 2,832 $306,900

Tower Grove 4.0 2.5 2,406 $304,100

Nottingham 3.0 2.5 1,445 $239,900

Devonshire 2.0 2.5 1,686 $254,900

Manchester 3+ 3.5 1,766 $254,900

Elwood 2.0 2.0 1,287 $254,900

Hampton 3.0 2.0 2,100 $353,000

Compton 3.0 2.5 1,655 $289,900

Leona 3.0 2.5 1,678 $289,900

Wilmore 3+ 3.0 2,637 $378,000

Wilmington 3.0 2.5 1,403 $265,500

Fillmore 2+ 2.5 1,601 $278,000

Laclede 3.0 2.5 1,942 $289,900

Marquette 4.0 2.5 2,304 $311,000

Carondolet 4.0 2.5 2,660 $348,000


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Model A 3.0 2.5 2,053 $239,900


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Longfellow 2.0 2.0 1,935 $365,000

Shaw 2.0 2.0 1,684 $299,000

Hawthorne 2.0 2.0 1,370 $235,000

Tower Grove 2.0 2.0 1,444 $199,000

Botanical 2.0 2.0 1,246 $195,000

Townhome 2,032 $345,000


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Model MatrixModel MatrixModel MatrixModel MatrixModel NameModel NameModel NameModel Name BedroomsBedroomsBedroomsBedrooms BathroomsBathroomsBathroomsBathrooms Square FeetSquare FeetSquare FeetSquare Feet Base PriceBase PriceBase PriceBase Price

Unit 210 2.0 2.0 1,575 $309,500

Unit 108 2.0 2.0 1,466 $298,500

Unit 114 3.0 2.0 1,515 $293,500

Unit 212 3.0 3.0 1,486 $269,500

Unit 211 2.0 2.0 1,355 $269,500

Unit 119 2.0 2.0 1,396 $264,000

Unit 208 2.0 2.0 1,320 $259,000

Unit 101 2.0 1.0 1,345 $259,000

Unit 209 2.0 2.0 1,302 $253,900

Unit 115 2.0 2.0 1,256 $229,500

Unit 105 2.0 1.0 1,074 $199,500

Unit 102 2.0 1.0 1,080 $199,500

Unit 113 1.0 1.0 822 $155,000


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Type I Standard 3.0 2.5 1,300

Type 1 Optional 2.0 2.5 1,300

Type 1 Optional 3rd floor 3.0 3.0 1,600

Type II Standard 3.0 2.5 1,300 $225,000

Type II Optional 3.0 3.0 1,600 $245,000

Type III Standard 3.0 2.5 1,300

Type III Optional 3.0 3.0 1,600


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Model A 3.0 2.5 2,050 $299,900


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ClosingsLast12

ClosingsLast12

ClosingsLast12

ClosingsLast12

Months

Months

Months

Months

StartsLast12

StartsLast12

StartsLast12

StartsLast12

Months

Months

Months

Months

50.00% 50.00% 21 0 0 6 0 27 2 1


28/81

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345455'622

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The Eads 3.0 2.5 1,864 $181,500

The Lafayette 4.0 2.5 1,940 $189,900

The Marquette 4.0 2.5 2,275 $200,500


29/81

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345455'622

!

-

(















50% 50%


$125$125$125$125

totototo

$175$175$175$175

$175$175$175$175

totototo

$225$225$225$225

$225$225$225$225

totototo

$275$275$275$275

$275$275$275$275

totototo

$325$325$325$325

$325$325$325$325

totototo

$425$425$425$425

O

ccupied

O

ccupied

O

ccupied

O

ccupied

Fin

ishedNot

Fin

ishedNot

Fin

ishedNot

Fin

ishedNot

O

ccupied

O

ccupied

O

ccupied

O

ccupied

Under

Under

Under

Under

Construction

Construction

Construction

Construction

DevelopedLots

DevelopedLots

DevelopedLots

DevelopedLots

Not

Developed

Not

Developed

Not

Developed

Not

Developed

Lots

Lots

Lots

Lots

T

otalLots

T

otalLots

T

otalLots

T

otalLots

ClosingsLast12

ClosingsLast12

ClosingsLast12

ClosingsLast12

Months

Months

Months

Months

StartsLast12

StartsLast12

StartsLast12

StartsLast12

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Months

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Months

20.00% 30.00% 30.00% 10.00% 10.00% 0 0 0 0 130 130 0 0


30/81

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50% 50%


$175 to$175 to$175 to$175 to

$225$225$225$225

$225 to$225 to$225 to$225 to

$275$275$275$275

$275 to$275 to$275 to$275 to

$325$325$325$325

O

ccupied

O

ccupied

O

ccupied

O

ccupied

Fin

ishedNot

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ishedNot

Fin

ishedNot

Fin

ishedNot

O

ccupied

O

ccupied

O

ccupied

O

ccupied

Under

Under

Under

Under

Construction

Construction

Construction

Construction

D

eveloped

D

eveloped

D

eveloped

D

eveloped

LotsLotsLotsLots

Not

Developed

Not

Developed

Not

Developed

Not

Developed

LotsLotsLotsLots

TotalLots

TotalLots

TotalLots

TotalLots

Clo

singsLast

Clo

singsLast

Clo

singsLast

Clo

singsLast

12

Months

12

Months

12

Months

12

Months

StartsLast12

StartsLast12

StartsLast12

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40.00% 30.00% 30.00% 4 2 13 12 0 31 1 13


31/81

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345455'622

"

-


Townhome

Model 3.0 2.5 1,900 $299,900

Loft Model A 2.0 1.0 1,297 $229,900

Loft Model B 2.0 1.0 1,145 $209,900

Loft Model C 1.0 1.0 888 $157,923

Loft Model D 1.0 1.0 1,210 $199,900

Loft Model E 2.0 1.0 1,550 $223,196

Loft Model F 2.0 2.0 1,502 $297,900


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100%


$225 to$225 to$225 to$225 to

$275$275$275$275

$275 to$275 to$275 to$275 to

$325$325$325$325

Occupied

Occupied

Occupied

Occupied

FinishedNot

FinishedNot

FinishedNot

FinishedNot

Occupied

Occupied

Occupied

Occupied

Under

Under

Under

Under

Construction

Construction

Construction

Construction

Developed

Developed

Developed

Developed

Lots

Lots

Lots

Lots

NotDeveloped

NotDeveloped

NotDeveloped

NotDeveloped

Lots

Lots

Lots

Lots

TotalLots

TotalLots

TotalLots

TotalLots

ClosingsLast

ClosingsLast

ClosingsLast

ClosingsLast

12Months

12Months

12Months

12Months

StartsLast12

StartsLast12

StartsLast12

StartsLast12

Months

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Months

70% 30% 0 0 4 6 0 10 0 4


33/81

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$(

No Photo Available















60% 40%


$125 to$125 to$125 to$125 to

$175$175$175$175

$175 to$175 to$175 to$175 to

$225$225$225$225

$225 to$225 to$225 to$225 to

$275$275$275$275

Occupied

Occupied

Occupied

Occupied

FinishedNot

FinishedNot

FinishedNot

FinishedNot

Occupied

Occupied

Occupied

Occupied

Under

Under

Under

Under

Construction

Construction

Construction

Construction

Developed

Developed

Developed

Developed

Lots

Lots

Lots

Lots

NotDevel-

NotDevel-

NotDevel-

NotDevel-

opedLots

opedLots

opedLots

opedLots

TotalLots

TotalLots

TotalLots

TotalLots

ClosingsLast

ClosingsLast

ClosingsLast

ClosingsLast

12Months

12Months

12Months

12Months

StartsLast12

StartsLast12

StartsLast12

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30.00% 40.00% 30.00% 8 5 3 10 0 26 8 8


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Glen II 3.0 2.5 $271,700

Regency II 3.0 2.0 $264,700

Carlton II 4.0 2.5 $282,500

Carriage Condo 2.0 2.0 1,100 $158,500

Terrace

McKelvey I 2.0 1.0 1,000

TerraceMcKelvey II 1.0 1.0 1,053

Bridgeton Villa 2.0 2.0 1,400 $197,100

Gresbrook Villa 1.0 2.0 1,210 $204,700

Taylor Villa 2.0 2.0 1,205 $213,300


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!(3!






TH MultiTH MultiTH MultiTH Multi----Story AttachedStory AttachedStory AttachedStory Attached


100%


$125 to$125 to$125 to$125 to

$175$175$175$175

$175 to$175 to$175 to$175 to

$225$225$225$225

Occupied

Occupied

Occupied

Occupied

F

inishedNot

F

inishedNot

F

inishedNot

F

inishedNot

Occupied

Occupied

Occupied

Occupied

Under

Under

Under

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C

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Not

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D

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Cl

osingsLast12

ClosingsLast12

ClosingsLast12

Cl

osingsLast12

Months

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Months

Months

S

tartsLast12

S

tartsLast12

S

tartsLast12

S

tartsLast12

Months

Months

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Months

60.00% 40.00% 43 0 0 9 0 52 6 0


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!$















30% 70%


$125 to$125 to$125 to$125 to

$175$175$175$175

$175 to$175 to$175 to$175 to

$225$225$225$225

Occupied

Occupied

Occupied

Occupied

FinishedNot

FinishedNot

FinishedNot

FinishedNot

Occupied

Occupied

Occupied

Occupied

UnderConstruc-

UnderConstruc-

UnderConstruc-

UnderConstruc-

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tion

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D

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D

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Not

Not

Not

D

evelopedLots

D

evelopedLots

D

evelopedLots

D

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TotalLots

TotalLots

TotalLots

TotalLots

C

losingsLast12

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losingsLast12

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losingsLast12

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losingsLast12

Months

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StartsLast12

StartsLast12

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Months

50.00% 50.00% 28 2 0 20 50 100 1 0


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60% 40%


$175 to$175 to$175 to$175 to

$225$225$225$225

$225 to$225 to$225 to$225 to

$275$275$275$275

$275 to$275 to$275 to$275 to

$325$325$325$325

$325 to$325 to$325 to$325 to

$425$425$425$425

Occupied

Occupied

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FinishedNot

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FinishedNot

FinishedNot

Occupied

Occupied

Occupied

Occupied

Under

Under

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Con

struction

Con

struction

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talLots

ClosingsLast12

ClosingsLast12

ClosingsLast12

ClosingsLast12

M

onths

M

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M

onths

M

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StartsLast12

StartsLast12

StartsLast12

StartsLast12

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10% 20% 50% 20% 34 2 6 5 0 47 8 4


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100%


$275$275$275$275

totototo

$325$325$325$325

$325$325$325$325

totototo

$425$425$425$425

O

ccupied

O

ccupied

O

ccupied

O

ccupied

Fin

ishedNot

Fin

ishedNot

Fin

ishedNot

Fin

ishedNot

O

ccupied

O

ccupied

O

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O

ccupied

Under

Under

Under

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Co

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Co

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Co

nstruction

Co

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Dev

elopedLots

Dev

elopedLots

Dev

elopedLots

Dev

elopedLots

Not

Not

Not

Not

Dev

elopedLots

Dev

elopedLots

Dev

elopedLots

Dev

elopedLots

T

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T

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T

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T

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Clos

ingsLast12

Clos

ingsLast12

Clos

ingsLast12

Clos

ingsLast12

Months

Months

Months

Months

Sta

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Sta

rtsLast12

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Months

Months

60% 40% 12 2 3 8 0 25 3 3


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Star 2.0 2.0 1,100

Sweet Bay 3.0 2.0 1,600

Marie 2+ 2.5 1,600

Royal Star 3.0 2.5 1,650

Kathryn 3.0 2.5 1,700

Little Gem 2.0 2.0 1,080

January 3+ 3+ 1800 to 2300


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100%


$275$275$275$275

totototo

$325$325$325$325

$325$325$325$325

totototo

$425$425$425$425

Occupied

Occupied

Occupied

Occupied

FinishedN

ot

FinishedN

ot

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Construction

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Not

Not

Not

DevelopedL

ots

DevelopedL

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DevelopedL

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DevelopedL

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TotalLots

TotalLots

TotalLots

TotalLots

ClosingsLast12

ClosingsLast12

ClosingsLast12

ClosingsLast12

Months

Months

Months

Months

StartsLast12

StartsLast12

StartsLast12

StartsLast12

Months

Months

Months

Months

50% 50% 0 0 0 5 0 5 0 0


41/81

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2726 Sublette 3.0 2.5 1,560 $299,000

2736 Sublette 3.0 2.5 1,560 $299,000


42/81

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100%


$225$225$225$225totototo

$275$275$275$275

$275$275$275$275totototo

$325$325$325$325

$325$325$325$325totototo

$425$425$425$425

Occupied

Occupied

Occupied

Occupied

Finish

edNot

Finish

edNot

Finish

edNot

Finish

edNot

Occupied

Occupied

Occupied

Occupied

Un

der

Un

der

Un

der

Un

der

Construction

Construction

Construction

Construction

DevelopedLots

DevelopedLots

DevelopedLots

DevelopedLots

NotDeveloped

NotDeveloped

NotDeveloped

NotDeveloped

Lots

Lots

Lots

Lots

Tota

lLots

Tota

lLots

Tota

lLots

Tota

lLots

ClosingsLast12

ClosingsLast12

ClosingsLast12

ClosingsLast12

Mo

nths

Mo

nths

Mo

nths

Mo

nths

Starts

Last12

Starts

Last12

Starts

Last12

Starts

Last12

Mo

nths

Mo

nths

Mo

nths

Mo

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40% 40% 20% 0 0 0 23 0 23 0 0


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44














80% 20%


$175 to$175 to$175 to$175 to

$225$225$225$225

$225$225$225$225totototo

$275$275$275$275

$275$275$275$275totototo

$325$325$325$325

Occupied

Oc

cupied

Oc

cupied

Occupied

Finis

hedNot

Finis

hedNot

Finis

hedNot

Finis

hedNot

Occupied

Oc

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Oc

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Occupied

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Developed

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Lots

Lots

Lots

Not

Not

Not

Not

Dev

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Developed

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Dev

eloped

Lots

Lots

Lots

Lots

TotalLots

TotalLots

TotalLots

TotalLots

ClosingsLast

ClosingsLast

ClosingsLast

ClosingsLast

12Months

12Months

12Months

12Months

StartsLast12

StartsLast12

StartsLast12

StartsLast12

M

onths

M

onths

M

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M

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10.00% 50.00% 40.00% 58 5 0 22 0 85 4 4


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Tower Grove 4.0 2.5 2,406 $329,784

Mansion End 3.0 2.5 1,937 $278,443

Mansion Middle 3.0 2.5 1,716 $266,862

Mansion End 3.0 2.5 1,937 $294,926



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$

This section collects and reviews demographic information for prospective and probable buyers.

The source of the demographics in the following pages is Nielsen Claritas, which is based on census data. Populationtrends and demographics data within urban concentrations are commonly scrutinized and questioned. This data isutilized in conjunction with MarketGraphics New Homes Research and other research to form the conclusionswithin this multi-dimensional study.

The following pages include:

7+)-*./*


46/81


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Pop Facts:Pop Facts:Pop Facts:Pop Facts: Botanical Gardens AreaBotanical Gardens AreaBotanical Gardens AreaBotanical Gardens Area

Demographic SnapshotDemographic SnapshotDemographic SnapshotDemographic Snapshot2008 Estimated Population by Sex2008 Estimated Population by Sex2008 Estimated Population by Sex2008 Estimated Population by Sex 55,677

Male 26,736 48.02% 100

Female 28,941 51.98% 99

Male/Female Ratio 0.92 101

2008 Estimated Population by Age2008 Estimated Population by Age2008 Estimated Population by Age2008 Estimated Population by Age

55,677

Age 0 to 4 5,100 9.16% 121

Age 5 to 9 4,656 8.36% 120Age 10 to 14 4,594 8.25% 117

Age 15 to 17 2,712 4.87% 114

Age 18 to 20 2,402 4.31% 97

Age 21 to 24 3,011 5.41% 102

Age 25 to 34 7,430 13.34% 103

Age 35 to 44 8,505 15.28% 104

Age 45 to 49 4,307 7.74% 100

Age 50 to 54 3,891 6.99% 98

Age 55 to 59 3,030 5.44% 91Age 60 to 64 1,996 3.58% 84

Age 65 to 74 2,137 3.84% 68

Age 75 to 84 1,238 2.22% 53

Age 85 and over 669 1.20% 53

Age 16 and over 40,448 72.65% 94

Age 18 and over 38,615 69.36% 93

Age 21 and over 36,213 65.04% 93

Age 65 and over 4,044 7.26% 60

2008 Estimated Median Age2008 Estimated Median Age2008 Estimated Median Age2008 Estimated Median Age 32.4 89

2008 Estimated Average Age2008 Estimated Average Age2008 Estimated Average Age2008 Estimated Average Age 33.13 90


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Demographic SnapshotDemographic SnapshotDemographic SnapshotDemographic Snapshot2008 Estimated Population Age 15 and2008 Estimated Population Age 15 and2008 Estimated Population Age 15 and2008 Estimated Population Age 15 and

Over by Marital StatusOver by Marital StatusOver by Marital StatusOver by Marital Status

41,327

Total, Never Married 18,729 45.32% 109

Married, Spouse present 11,884 28.76% 97

Married, Spouse absent 3,122 7.55% 95

Widowed 2,606 6.31% 69

Divorced 4,986 12.06% 98

Males, Never Married 9,144 22.13% 106Males, Previously Married 2,855 6.91% 94

Females, Never Married 9,585 23.19% 113

Females, Previously Married 4,737 11.46% 81

2008 Estimated Population Age 25 and2008 Estimated Population Age 25 and2008 Estimated Population Age 25 and2008 Estimated Population Age 25 and

Over by Educational AttainmentOver by Educational AttainmentOver by Educational AttainmentOver by Educational Attainment 33,203

Less than 9th grade 3,167 9.54% 101

Some High School, no diploma 6,999 21.08% 112

High School Graduate (or GED) 8,839 26.62% 97Some College, no degree 6,651 20.03% 98

Associate Degree 1,374 4.14% 92

Bachelor's Degree 3,744 11.28% 95

Master's Degree 1,689 5.09% 94

Professional School Degree 446 1.34% 79

Doctorate Degree 294 0.89% 90

HouseholdsHouseholdsHouseholdsHouseholds

2013 Projection 21,056

2008 Estimate 21,012

2000 Census 21,596

1990 Census 24,696

Growth 2008-2013 0.21% 8

Growth 2000-2008 -2.70% -188

Growth 1990-2000 -12.55% 115


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Demographic SnapshotDemographic SnapshotDemographic SnapshotDemographic Snapshot

2008 Estimated Households by Household2008 Estimated Households by Household2008 Estimated Households by Household2008 Estimated Households by Household

TypeTypeTypeType 21,012

Family Households 12,071 57.45% 109

Non-family Households 8,941 42.55% 89


IncomeIncomeIncomeIncome 21,012

Less than $15,000 4,790 22.80% 92$15,000 to $24,999 3,331 15.85% 101

$25,000 to $34,999 3,146 14.97% 108

$35,000 to $49,999 3,423 16.29% 102

$50,000 to $74,999 3,108 14.79% 97

$75,000 to $99,999 1,537 7.31% 103

$100,000 to $149,999 1,059 5.04% 94

$150,000 to $249,999 472 2.24% 130

$250,000 to $499,999 128 0.61% 111

$500,000 or more 19 0.09% 58

2008 Estimated Average Household Income2008 Estimated Average Household Income2008 Estimated Average Household Income2008 Estimated Average Household Income $44,785 102

2008 Estimated Median Household Income2008 Estimated Median Household Income2008 Estimated Median Household Income2008 Estimated Median Household Income $32,581 101

2008 Estimated Per Capita Income2008 Estimated Per Capita Income2008 Estimated Per Capita Income2008 Estimated Per Capita Income $17,099 91

2008 Estimated Households by Type and2008 Estimated Households by Type and2008 Estimated Households by Type and2008 Estimated Households by Type and

Presence of Own ChildrenPresence of Own ChildrenPresence of Own ChildrenPresence of Own Children

21,012

Single Male Householder 3,553 16.91% 91Single Female Householder 3,457 16.45% 75

Married-Couple Family 5,571 26.51% 100

With own children 2,766 13.16% 120

No own children 2,805 13.35% 85


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Male Householder 1,155 5.50% 114

With own children 564 2.68% 125

No own children 592 2.82% 105

Female Householder 5,345 25.44% 120

With own children 3,598 17.12% 140

No own children 1,748 8.32% 94

Nonfamily: Male Householder 1,168 5.56% 130

Nonfamily: Female Householder 763 3.63% 112


SizeSizeSizeSize 21,012

1-person household 7,009 33.36% 83





6-person household 709 3.37% 140

7 or more person household 648 3.08% 151

2008 Estimated Average Household Size2008 Estimated Average Household Size2008 Estimated Average Household Size2008 Estimated Average Household Size 2.61 112

2008 Estimated Households by Number of2008 Estimated Households by Number of2008 Estimated Households by Number of2008 Estimated Households by Number of

VehiclesVehiclesVehiclesVehicles 21,012

No Vehicles 5,519 26.27% 105

1 Vehicle 9,689 46.11% 100

2 Vehicles 4,412 21.00% 92

3 Vehicles 1,090 5.19% 103

4 Vehicles 189 0.90% 83

5 or more Vehicles 113 0.54% 113

2008 Estimated Average Number of2008 Estimated Average Number of2008 Estimated Average Number of2008 Estimated Average Number of

VehiclesVehiclesVehiclesVehicles 1.11 97


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2008 Estimated Population Age 16 and2008 Estimated Population Age 16 and2008 Estimated Population Age 16 and2008 Estimated Population Age 16 and

Over by EmploymentOver by EmploymentOver by EmploymentOver by Employment

40,448

In Armed Forces 7 0.02% 29

Civilian - Employed 23,788 58.81% 108

Civilian - Unemployed 2,851 7.05% 105

Not in Labor Force 13,802 34.12% 86

2008 Estimated Civilian Employed Popula-2008 Estimated Civilian Employed Popula-2008 Estimated Civilian Employed Popula-2008 Estimated Civilian Employed Popula-

tion Age 16 and Over by Class of Workertion Age 16 and Over by Class of Workertion Age 16 and Over by Class of Workertion Age 16 and Over by Class of Worker 23,788 16

For-Profit Private Workers 16,591 69.75% 100

Non-Profit Private Workers 2,995 12.59% 103

Local Government Workers 1,674 7.04% 84

State Government Workers 818 3.44% 103

Federal Government Workers 633 2.66% 94

Self-Employed Workers 1,022 4.30% 107

Unpaid Family Workers 55 0.23% 96

2008 Estimated Employed Population Age2008 Estimated Employed Population Age2008 Estimated Employed Population Age2008 Estimated Employed Population Age

16 and Over by Occupation16 and Over by Occupation16 and Over by Occupation16 and Over by Occupation 23,788

Management, Business, and Financial Op-

erations 2,173 9.14% 89

Professional and Related Occupations 4,522 19.01% 96

Service 5,675 23.86% 109

Sales and Office 5,757 24.20% 91

Farming, Fishing, and Forestry 31 0.13% 85Construction, Extraction, and Maintenance 1,445 6.07% 99

Production, Transportation, and Material

Moving 4,184 17.59% 114


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2008 Estimated Civilian Employed Popu-2008 Estimated Civilian Employed Popu-2008 Estimated Civilian Employed Popu-2008 Estimated Civilian Employed Popu-

lation Age 16 and Over by Occupationlation Age 16 and Over by Occupationlation Age 16 and Over by Occupationlation Age 16 and Over by Occupation

ClassificationClassificationClassificationClassification 23,788 16

Blue Collar 5,628 23.66% 110

White Collar 12,425 52.23% 92

Service & Farm 5,734 24.11% 109

2008 Estimated Workers Age 16 and Over2008 Estimated Workers Age 16 and Over2008 Estimated Workers Age 16 and Over2008 Estimated Workers Age 16 and Over

by Transportation To Work*by Transportation To Work*by Transportation To Work*by Transportation To Work* 23,211Drove Alone 14,651 63.12% 91

Car Pooled 4,112 17.72% 132

Public Transportation 2,952 12.72% 121

Walked 820 3.53% 86

Motorcycle 38 0.16% 232

Bicycle 136 0.59% 171

Other Means 140 0.60% 98

Worked at Home 361 1.56% 87

2008 Estimated Workers Age 16 and Over2008 Estimated Workers Age 16 and Over2008 Estimated Workers Age 16 and Over2008 Estimated Workers Age 16 and Over

by Travel Time to Workby Travel Time to Workby Travel Time to Workby Travel Time to Work 22,850

Less than 15 minutes 6,100 26.69% 105

15 to 29 Minutes 9,487 41.52% 94

30 to 44 Minutes 4,624 20.24% 105

45 to 59 Minutes 1,186 5.19% 92

60 or more Minutes 1,453 6.36% 105

2008 Estimated Average Travel Time to2008 Estimated Average Travel Time to2008 Estimated Average Travel Time to2008 Estimated Average Travel Time toWork in MinutesWork in MinutesWork in MinutesWork in Minutes 26.44 99

2008 Estimated Tenure of Occupied2008 Estimated Tenure of Occupied2008 Estimated Tenure of Occupied2008 Estimated Tenure of Occupied

Housing UnitsHousing UnitsHousing UnitsHousing Units 21,012

Owner-Occupied 8,326 39.62% 84

Renter-Occupied 12,686 60.38% 113


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2008 Owner2008 Owner2008 Owner2008 Owner----Occupied HousingOccupied HousingOccupied HousingOccupied Housing ---- AverageAverageAverageAverage

Length of ResidenceLength of ResidenceLength of ResidenceLength of Residence 8 81

2008 Estimated All Owner2008 Estimated All Owner2008 Estimated All Owner2008 Estimated All Owner----OccupiedOccupiedOccupiedOccupied

Housing Units by ValueHousing Units by ValueHousing Units by ValueHousing Units by Value 8,326

Less than $20,000 181 2.18% 98

$20,000 to $39,999 391 4.70% 92

$40,000 to $59,999 762 9.15% 94

$60,000 to $79,999 1,130 13.58% 92$80,000 to $99,999 1,205 14.48% 92

$100,000 to $149,999 2,515 30.21% 100

$150,000 to $199,999 948 11.38% 106

$200,000 to $299,999 667 8.01% 113

$300,000 to $399,999 268 3.22% 143

$400,000 to $499,999 107 1.29% 131

$500,000 to $749,999 77 0.92% 104

$750,000 to $999,999 54 0.65% 150

$1,000,000 or more 20 0.24% 70

2008 Estimated Median Owner2008 Estimated Median Owner2008 Estimated Median Owner2008 Estimated Median Owner----OccupiedOccupiedOccupiedOccupied

Housing Unit ValueHousing Unit ValueHousing Unit ValueHousing Unit Value $109,791 105

2008 Estimated Housing Units by Units2008 Estimated Housing Units by Units2008 Estimated Housing Units by Units2008 Estimated Housing Units by Units

in Structurein Structurein Structurein Structure 26,290

1 Unit Attached 912 3.47% 104

1 Unit Detached 7,906 30.07% 74

2 Units 7,274 27.67% 155

3 to 19 Units 8,895 33.84% 134

20 to 49 Units 673 2.56% 63

50 or More Units 565 2.15% 23

Mobile Home or Trailer 64 0.24% 159

Boat, RV, Van, etc. 0 0.00%


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Dominant structure typeDominant structure typeDominant structure typeDominant structure type 3 to 19

units

2008 Estimated Housing Units by Year2008 Estimated Housing Units by Year2008 Estimated Housing Units by Year2008 Estimated Housing Units by Year

Structure BuiltStructure BuiltStructure BuiltStructure Built

26,290

1999 to 2008 1,180 4.49% 60

1995 to 1998 171 0.65% 73

1990 to 1994 190 0.72% 78

1980 to 1989 643 2.45% 68

1970 to 1979 902 3.43% 79

1960 to 1969 1,383 5.26% 53

1950 to 1959 2,397 9.12% 67

1940 to 1949 3,015 11.47% 76

1939 or Earlier 16,408 62.41% 139

2008 Estimated Median Year Structure2008 Estimated Median Year Structure2008 Estimated Median Year Structure2008 Estimated Median Year Structure

BuiltBuiltBuiltBuilt 1932

Dominant Year Structure BuiltDominant Year Structure BuiltDominant Year Structure BuiltDominant Year Structure Built 1939 or

Earlier


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From the demographic data within St. Louis City and areas just beyond, we are able to determine buyer behavioralprofiles that are the most likely to become Botanical Heights West home buyers.

Buyer profiles come from 66 behaviorally distinct Household Segments, called PRIZM Segments. Segments arenumerically ranked by socioeconomic status and provide information about likes, dislikes, lifestyles and purchasebehaviors. The numbers and titles relate to the overall wealth and lifestyle of the segment with number one being themost affluent, in both income and lifestyle, of all 66 Household Segments. The following segments are targets forBotanical Heights West.

The target segments for this development are broken down by phase. Phase One target buyers predominately alreadylive in the city and are early adopters. Phase Two target buyers may not currently live in the city, but can be drawn to asuccessful city development. Finally, the target buyers for Phase Three require more time to see the Botanical

Heights West vision but will be drawn to the established development.

Target Segments

Phase

One

Phase

Two

Phase

Three

4 Young Digerati x

7 Money and Brains x

8 Executive Suites x

14 New Empty Nests x

16 Bohemian Mix x

22 Young Influentials x

24 Up and Comers x

26 Cosmopolitans x

29 American Dreams x

31 Urban Achievers x

35 Boomtown Singles x

40 Close In Couples x


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The zip codes on the following pages have the largest concentration of target segment households within the

St. Louis Core Based Statistical Area (CBSA).

Zip codes with the highest number of Phase One target segments are thus target areas for Phase One ofBotanical Heights West and so on. It is important to note that target household segments and theircorresponding target zip codes are not exclusive by phase, but cumulative. For example, when Botanical HeightsWest enters into Phase Two of construction, Phase One target segments and zip codes are still important.

An additional 25-30 percent of probable Botanical Heights West buyers will come from Who Knows Where,or areas that cannot be predictably mapped.

Zip CodeZip CodeZip CodeZip Code CityCityCityCity TotalTotalTotalTotal


Total Phase OneTotal Phase OneTotal Phase OneTotal Phase One

Target SegmentTarget SegmentTarget SegmentTarget Segment


Percent of TotalPercent of TotalPercent of TotalPercent of Total


63102 Saint Louis 1,054 843 79.98 %

63104 Saint Louis 8,704 4,569 52.49%

63108 Saint Louis 10,797 5,090 47.14%

63109 Saint Louis 14,936 6,864 45.96%

63110 Saint Louis 7,966 3,894 48.88%

63112 Saint Louis 9,673 2,689 27.80%

63116 Saint Louis 20,634 6,724 32.59%

63117 Saint Louis 4,872 2,446 50.21%

63139 Saint Louis 12,167 6,321 51.95%

63143 Saint Louis 5,380 3,383 62.88%

TotalTotalTotalTotal 85,38685,38685,38685,386 37,73337,73337,73337,733 44.19%44.19%44.19%44.19%

(&


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63104

63109

63102

63108

63117

63116

63112

63110

63143 63139


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1

62221

63114

63130

63088

62221

63103

63123

63119

63132

62226

ZipZipZipZipCodeCodeCodeCodeCityCityCityCity TotalTotalTotalTotalHouseholdsHouseholdsHouseholdsHouseholds

Total Phase TwoTotal Phase TwoTotal Phase TwoTotal Phase TwoTarget SegmentTarget SegmentTarget SegmentTarget Segment


Percent ofPercent ofPercent ofPercent ofTotalTotalTotalTotal


62221 Belleville 10,401 1,536 14.77%

63088 Valley Park 3,360 976 29.05%

63103 Saint Louis 3,076 450 14.63%

63119 Saint Louis 14,696 2,011 13.68%

63114 Saint Louis 14,991 990 6.60%

63123 Saint Louis 21,851 3,810 17.44%

63130 Saint Louis 13,116 2,751 20.97%63132 Saint Louis 6,227 1,100 17.67%

62226 Belleville 11,808 725 6.14%



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Zip CodeZip CodeZip CodeZip Code CityCityCityCity TotalTotalTotalTotalHouseholdsHouseholdsHouseholdsHouseholdsTotal Phase ThreeTotal Phase ThreeTotal Phase ThreeTotal Phase ThreeTarget SegmentTarget SegmentTarget SegmentTarget Segment


Percent of TotalPercent of TotalPercent of TotalPercent of TotalHouseholdsHouseholdsHouseholdsHouseholds

62234 Collinsville 14,054, 1,178 8.38%

63031 Florissant 18,785 599 3.19%

63042 Hazelwood 8,577 578 6.74%

63105 Clayton 6,409 1,793 27.98%

63144 Saint Louis 4,384 508 11.59%

63122 Saint Louis 16,128 1,708 10.59%

63126 Saint Louis 6,627 54 0.81%

63128 Saint Louis 12,404 385 3.10%

63146 Saint Louis 13,706 1,122 8.19%

63301 Saint Charles 19,072 1,570 8.23%

63303 Saint Charles 18,087 2,167 11.98%


62234

63122

63144

63105

63042

63031

63146

63128

63126

63031

63303


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The S.W.O.T Analysis forBotanical Heights West should be completed in a marketing workshop approximatelythree to six months into the life of the marketing plan. This analysis is intended to provide a realistic look at themarket at the start of the Grand Opening. S.W.O. T Analysis may be utilized as a recurring technique to regroupand refocus the marketing plan.

!


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What do we want target buyers and general public toknow about Botanical Heights West?

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Please note that all tactics listed in this section are budget scalable. Zanola Company is available for complimentary conver-sational consulting or can be contracted on a fee basis for help with planning, design and execution of all tactics and sup-porting materials.

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The following events are designed to attract individuals that fit the buyer profile for Botanical Heights West. All events aredesigned with the interests of the target in mind. They are intended to showcase the unique and beautiful BotanicalHeights West neighborhood as well as attract attention throughout the St. Louis Area.

As much as possible, events will take place on the streets of the development. The models will be open for display and willinvite walk through traffic but the main focus of the events will be on the neighborhood and community. The followingevents are certainly intended to increase awareness and sales for Botanical Heights West, but promotion of all surroundingneighborhoods is equally important. The targets exploration of nearby communities and their comfort level with the areais a major catalyst for the success of Botanical Heights West.

Events will be worked into the sales phases to create surges of activity at strategic points during the development of theproject and to highlight key aspects of Botanical Heights West. The Garden District Commission or its appointed mar-keting management company will plan and manage all events. However, sales representatives must provide logisticalassistance and more importantly, will be primarily responsible for event attendance recruitment.

4-Before groundbreaking, The Garden District Commission should hold an open neighborhood meeting, inviting currenthomeowners, Botanical Heights East homeowners and surrounding residents and businesses to ask questions. Materials forthis conference should include a Botanical Heights West fact sheet and FAQ piece.

!

Groundbreaking ceremonies are important for public and press perception. It is not necessary to host a lavish party, butimportant to invite local influencers and dignitaries as well as to create a unveiling moment. It can be the announcementof the Grand Opening date, the first MarketPlace Wonderland tenant, the unit mix of Phase One or the developmenttheme but an information announcement can give the feeling of attendee exclusiveness and can garner media attention.

We recommend that the Grand Opening for Botanical Heights West be held in the Spring of 2010. The Grand Openingfor the residential portion of the development should coincide with the Grand Opening of one or two MarketPlaceWonderland tenants. Recommendations for Grand Openingattractions include:

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The Missouri Botanical Gardens and Tower Grove Park are two very important allies in the success of BotanicalHeights West. As much as possible, connect with all events at these two locations. Recommendations include:

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Create and maintain a Facebook page for Botanical Heights West. Find, join and start discussions in St. Louis Area

groups. Seek out the target buyers and initiate conversation.

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Paid website advertisement should be used as a supplemental media tactic. Flash webs ads and cost per click adver-tisements that direct the target to the Botanical Heights website are relatively inexpensive and easy to narrowly tar-get.

A concise, clear and engaging website is a major factor in turning lookers into potential buyers. It is recommendedthat the website for Botanical Heights West feature the following:

*/*/*/*/J=+)0*,)0.-*),.891,/+9:.*100


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Hire artists to draw 3D sidewalk chalk art in heavy traffic areas near Botanical Heights West. This attention getting

artwork should relate directly to the Garden Wonderland theme and direct the onlooker to the site or to the Botani-cal Heights West website.

!4!

Community outreach is the new forefront of new homes and retail marketing. The effects of this low cost, grassrootsmarketing are substantial and measurable. Sales Consultants will be responsible for maintaining area outreach as wellas web outreach. They will follow a weekly maintenance schedule and provide updates on their progress. Outrea

Documents

Botanical Heights Marketing Plan