Market and Facility Evaluation Sample Report
In Market Review, Comprehensive Data, Solid Recommendations
Brand Champion creates confidence for your Entertainment Center project with our Market and
Facility Evaluation service. We will evaluate at your entertainment center in 4 key areas then make
clear recommendations on how to increase revenue. Our team performs an in market evaluation
that secret shops you and your competitors, performs a pricing comparison on the most
important profit centers, pulls market data using 40 unique data sources and offers a
comprehensive summary of ways you can improve the experience you deliver and your position in
the market.
To evaluate your facility we perform an in market facility audit where we secret shop your
center(s) to view your customer experience. We pay attention to detail on how your advertising
system is currently in place and how your brand is displayed. Our evaluations will research the
population groups and demographics in your market to learn of their lifestyles and buying
behavior. A competitive review will be delivered to inform you of what your competitors are
doing to provide you with an advantage.
Our recommendations will provide a solid customer profile on your top 3 populations focusing on
age, life values, and income. We will prioritize the markets based on revenue potential for the
center. A marketing strategy and sales path will be developed to prioritize your advertising paths
based on the market data. Brand and positioning language will be created for your center.
Suggested packages and package coaching will be offered to increase your sales and attract your
target audience.
The subsequent pages are a sample report prepared for an Entertainment Center. Our report
provides a solid vision of where the facility is going, and what it will take to turn into a vibrant
center where families can spend a day and walk away excited about their experience.
Give Brand Champion a call today to have your Entertainment Center evaluated call (800) 4860800 or email peter@brandchamp.com for additional information.
Strategic Planning • Brand Development • Analysis • Creative Services • Turn Key Branding • Interactive
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Market Evaluation and Recommendations
Population Groups
Generate marketing research reports for each center capturing the
demographics and lifestyles of people living in the area.
Competitive Review
Develop SWOT Analysis for viable competitors in each market.
Provide Competitive Advantage Report
Facility Audit
Review advertising systems currently in place at each center
Perform an experience Audit
Understand the traffic flow and sales cycle
Social Media Audit
Review key online “Referral” media
Audit your social media elements
Review your website and SEO
Recommendations
Identify Target Population
Determine all potential markets (population groups) for the center
Prioritize markets based on revenue potential for the center
Determine a solid customer profile for your top 3 populations
Age, Life values, Income
Marketing Strategy
Prioritize advertising paths based on best potential markets
Review your sales process from Unaware candidates to Referral
Recommend prospecting and sales path system for outside sales effort
Merchandizing and Signage
Suggest signage changes and traffic flow strategy
Strategic Planning  Brand Development  Analysis  Creative Services  Turn Key Branding  Interactive
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Ionia Michigan Marketplace
Introduction We pulled data for Ionia Bowl 300 using over 40 metrics, including Census,
Voting, Discretionary Expenditures, Vehicle and Home Ownership, and others noted on
the Market Report (attached). It is divided into 2 measurements; 5, and 25 minutes
drive time from the facility. For the analysis, we use the 25 minute ring. It best
summarizes your core market potential.
Highlights The population has grown slowly in the last 10 years, growing 6%. The
population will stay the same, about -.12% over the next 5 years.
Average household income is 2.3% above the national average, and 78% of the residents
are homeowners. There is a 11.6% vacancy rate. 17.2% of HH income is below the
poverty level, with 29% of HH making less than $35,000. Income will grow 10% in the
next 5 years.
The average age is 33.5, and it will remain that age for the next 5 years, indicating that
the community turns over population regularly.
41% (or 19,559 persons) of the population is between 25 – 44, making this a young
community. The youth population (5-14) is 13% or about 6162 people. The population
will remain about the same over the next 5 years, indicating a vibrant population turn.
20.3% of the population is 55+.
Almost 90% of the population is white, remaining largely the same in the future.
The 7 minute radius spent $1,532,060, 31% below national average, on Entertainment
and Recreation, and $1,643,033 eating out, about 29% below the national average.
The population with 6-14 year olds will spend roughly twice the national average on
disposal expenditures. Disposable Income will grow over the next 5 years.
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Competitive Review
When I reviewed the other options in the market, none are clear
competitors, but you have a few businesses that compete for a family
heading out. Asking a few people in town of various economic ranges we
came up with 3 competitors for your different profit centers:
Roll Away Bowling Skating – By far your biggest competitor for families.
They are doing a very good job of offering birthday and group
opportunities. They also have a variety of options from Bowling, Mini
Golf, Laser Tag, and Roller Skating. Although the facility isn’t as new as
yours, the reviews and phone conversation we had with the facility
indicate that they understand the market and offer a variety of options.
Lamplight Grill – Clean, predictable, family friendly. The biggest
challenge is the relationship the owner has with guests.
Main Street Bar – Dirty, and weary of strangers. The regulars are
comfortable with the atmosphere. Not a direct threat if you focus more
on the family and business/youth group experiences.
Grand Rapids- Largely the word of mouth that I got while visiting is that
Ionia has “nothing” going on. This tells me that the population looks to
Grand Rapids to be entertained.
Facility Audit
The facility is very nice, and maintained very well. It does not offer as
much variety as Roll Away, it does have the best facilities in the area for
what you do offer. The lanes, and restaurant are all state of art. Ionia
Bowl 300 is missing conference and birthday party opportunities.
Although birthday parties can occur on lanes, I saw no clear promotion
for the options. This limits your revenue potential for groups, which can
account for 30% of total revenue. The bathrooms were clean. You have
a significant challenge with the road work going on outside. If the
community is avoiding the construction, your facility will suffer. You
have liquor clearly displayed in the restaurant. Although this is fine with
a night life crowd, many families will avoid the restaurant if they perceive
it to be too spirit focused.
The outside is well maintained and offers a clean appearance.
Strategic Planning  Brand Development  Analysis  Creative Services  Turn Key Branding  Interactive
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Social Media Audit
Social Media
Your market has very low internet penetration. An audit of social media
reveals that most social tools aren’t being used. Facebook has 4 likes for
your Ionia community profile. Most facilities we work with have over
1,000. The rating services reveal very low participation as well.
Of the 9 review sites we generally search, this was the only review.
Ionia 300 Bowl reviews:
What keeps me from going there are the waitresses. I have seen them roll their eyes at
customers when they walk away and one time someone I was with was just standing there
and a waitress pushed him out of the way, gave him a dirty look and then when she realized
that I saw her do it she gave me a smile that was very obviously fake. That whole night when
my friends and I would order drinks the servers acted like we were being an inconvenience.
Website
Websites are the best way for a prospect to learn about the basics of your
business; hours, amenities, and contact information. The website is very
promotionally driven, and out of date. I would recommend that you
rework the site to be a simple online brochure for your services and
packages. I would use social media tools like Facebook to promote your
specials and other time sensitive matters. Both are important but not a
priority with your market having such a low interactive usage. Because
you are the only center in town, you rank #1 on Search Engines for
Bowling, but are not listed for restaurant or bar. Skoogy’s Facebook
page is present on a search of restaurants and bars, but you should
address this for a number of keywords: Restaurant, Bar, Meetings,
Birthday and Bowling.
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Recommendations
Industry wide, the number of participating league bowlers per lane has dropped from
619 a year to 317 in 20 years. League business is in decline across the board. Bowling
centers have dropped from about 9000 in 1980 to 5230 in 2010. This means that
continuing to cater solely to the league bowling is a losing proposition.
Successful centers today are finding they need to cater to multiple populations; Families,
Groups, Birthdays, and active young adults looking to be entertained. Each of these
populations require separate programming to make the center compelling. In this
sense, you no longer compete with other bowling centers, but anyone who can host
groups, birthday parties, as well as bars and family restaurants. Centers looking to
grow will need to understand guest experience better than they need to understand
bowling. Families and kids are not skilled customers, and thus are only judging the
experience on how they are treated by the staff. If you build programming that offers a
fun experience, then you offer more than the other options in your area.
Your center needs only minor adjustments to the facility. Marketing and Promotional
systems can be developed to improve the speed in which people buy from you, but
today, the facility needs to address the experience.
The population you service is entirely rural. They expect predictability, and respect in
any experience. As a result, participating with businesses that they are familiar with will
trump a business that may be cleaner, or newer. If your facility can’t deliver a consistent
experience, your market will not shop you. The typical mind set is “I work hard for my
money, I expect to be treated well” holds true more with your local population than with
other population groups, such as those who reside in suburban areas or metro areas. In
the conversations I had, your guest experience is the largest liability. There seems to be
a lack of guest experience metric. This creates an issue for consistency. One visit you
may get a polite wait staff, another visit you could get a completely different experience.
This is very detrimental for out of home dining. The same holds true for food quality
and presentation, but your staff will have a greater impact than food quality. Both are
important.
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Conclusion
My recommendation based on my visit, given all the challenges you soon face, would be
to identify a solution for the restaurant facility. The options would be to identify an
experienced restaurant manager who can work with the staff and menu, or look to a
third party to operate the restaurant facilities. At this time, there is no need to change
the branding. We need to change the way people perceive the brand that you have.
Your market is too small to expect that a name change would create improvement, as it
would be another sign of inconsistency. Once these are stable and performing well,
moving to develop programming for families, groups and birthdays will be the next
step. The final step will be to develop a marketing plan to get population to return. Of
these tasks, getting the experience successful will take the longest and require the most
attention. We can discuss the various ways to address this in our next visit, once other
options have been explored.
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Site Map
Ionia Bowl 300
420 N Dexter St, Ionia, MI, 48846
Drivetime: 5, 25 Minutes
Brand Champion brandchamp.com
Latitude: 42.98619
Longitude: -85.07093
August 24, 2011
©2011 Esri
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Ionia Michigan Marketplace
Introduction We pulled data for Ionia Bowl 300 using over 40 metrics, including Census, Voting,
Discretionary Expenditures, Vehicle and Home Ownership, and others noted on the Market Report
(attached). It is divided into 2 measurements; 5, and 25 minutes drive time from the facility. For
the analysis, we use the 25 minute ring. It best summarizes your core market potential.
Highlights The population has grown slowy in the last 10 years growing 6%. The population will
stay the same, about -.12% over the next 5 years.
Average household income is 2.3% above the national average, and 78% of the residents are
homeowners. There is a 11.6% vacancy rate. 17.2% of HH income is below the poverty level, with
29% of HH making less than $35,000. Income will grow 10% in the next 5 years.
The average age is 33.5, and it will remain that age for the next 5 years, indicating that the
community turns over population regularly.
41% (or 19,559 persons) of the population is between 25 – 44, making this a young community.
The youth population (5-14) is 13% or about 6162 people. The population will remain about the
same over the next 5 years, indicating a vibrant population turn. 20.3% of the population is
55+.
Almost 90% of the population is white, remaining largely the same in the future.
The 7 minute radius spent $1,532,060, 31% below national average, on Entertainment and
Recreation, and $1,643,033 eating out, about 29% below the national average.
The population
with 6-14 year olds will spend roughly twice the national average on disposal expenditures.
Disposable Income will grow over the next 5 years.
Strategic Planning  Brand Development  Analysis  Creative Services  Turn Key Branding  Interactive
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Dominant Tapestry Site Map
Ionia Bowl 300
420 N Dexter St, Ionia, MI, 48846
Drive Time: 7, 25 Minutes
Source: Esri
Page 2 Brand Champion
(c) 2011 ESRI
Brand Champion brandchamp.com
Latitude: 42.98619
Longitude: -85.07093
25
Salt of the Earth
23.4%
Segment Code.................. 25
Segment Name................ Salt of the Earth
LifeMode Group............... L11 Factories and Farms
Urbanization Group.......... U10 Rural I
Demographic
Preferences
Salt of the Earth households are dominated by married
couples with children (36 percent) and without (29 percent).
Both household percentages are higher than the U.S. values.
One-fifth of households are composed of singles who live
alone. The average household size for this market is 2.60,
extremely close to the U.S. value of 2.59; however, the
average family size is 2.99, falling below the U.S. average of
3.14. With a median age of 41.3 years, this is a slightly older
market. Because ethnic diversity in these neighborhoods is
negligible—94 percent of the residents are white—Salt of
the Earth neighborhoods are the least diverse of all the
Community Tapestry segments.
Salt of the Earth residents are rooted in their settled, traditional, and hardworking lifestyles. Independent and self-reliant, they take on small home improvement and remodeling
projects themselves. They also spend a lot of time and money
on their vegetable and flower gardens, owning the necessary tools and equipment to make them a success. Twentyeight percent of the households own three or more vehicles,
making Salt of the Earth one of the top segments with this
distinction. These rural households typically own or lease
many vehicles including a truck. Many own a motorcycle.
Overall, they prefer domestic vehicles to imports and handle
the maintenance themselves. Most residents carry insurance
policies to protect themselves and their families and invest
in annuities, certificates of deposit, and U.S. savings bonds.
Families often have two or more pets, either dogs or cats.
Socioeconomic
Employed Salt of the Earth residents work in a variety of
occupations including management and professional positions and unskilled labor jobs. Higher-than-average proportions work in skilled labor occupations. Approximately
one-fifth work in the manufacturing industry. The 66 percent
labor force participation is high, and unemployment is low at
5 percent. The median household income is $50,538, close
to the U.S. median. Besides wages, household income is
supplemented by interest income, dividends, rental income,
self-employment income, retirement income, and Social
Security benefits, all above national proportions. The median
net worth for this market is $108,631. One-fourth of Salt of
the Earth residents aged 25 years and older have attended
college; 13 percent hold a bachelor’s or graduate degree.
Residential
Salt of the Earth neighborhoods are located in rural areas
throughout the United States. Nearly half of the households
are in the Midwest; the other half are found almost entirely
in the South and Northeast. States with the highest concentrations of these households are Pennsylvania, Ohio, Indiana,
and Michigan. Homeownership is at 86 percent, and the
median home value is $139,060. The majority of households
are single-family units (83 percent); 12 percent are mobile
homes. Twenty-two percent of the housing units were built
before 1940.
Salt of the Earth residents enjoy dining out, generally at
family restaurants such as Ponderosa, Big Boy, and Bob Evans
Farms. However, baking is a favorite home activity. They
enjoy fishing, hunting, target shooting, attending country
music concerts and auto races, and flying kites. They read
fishing and hunting magazines also. Their radio dials are
often tuned to country music stations, but they also like to
follow auto racing. Many households have a satellite dish.
Favorite stations include CMT, Outdoor Life Network, and
the Speed Channel. In addition to watching horse racing,
auto racing, and truck and tractor pulls/mud racing on TV, a
favorite weekly show is According to Jim. Families travel to
vacation destinations by car; for overnight stays, they prefer a
Super 8 motel.
2619.9%
Midland Crowd
Segment Code.................. 26
Segment Name................ Midland Crowd
LifeMode Group............... L12 American Quilt
Urbanization Group.......... U10 Rural I
Demographic
Preferences
The approximately 11.6 million people in Midland Crowd
neighborhoods represent the largest market of Community
Tapestry, nearly 4 percent of the U.S. population, and it is
still growing. Since 2000, the population growth has been
2.34 percent annually. The median age of 36.9 years parallels
that of the U.S. median. More than half of the households
(62 percent) are composed of married-couple families, half of
whom have children. One-fifth of households are occupied
by those who live alone. Most residents are white.
Midland Crowd is a somewhat politically conservative
market. The rural location and their traditional lifestyle dictate the consumer preferences of these residents. How they
take care of their homes, lawns, and vehicles demonstrates
their do-it-yourself mentality. Households typically own or
lease a truck; many own a used motorcycle. Hunting, fishing,
and woodworking are favorite pursuits. Generally, households have pets, especially birds and dogs. Recent purchases
include used vehicles, household furniture, and giant-screen
TVs. Their department store of choice is Belk. When eating
takeout, they often choose a fast-food restaurant and use
the drive-through window.
Socioeconomic
With more than 4.2 million households, Midland Crowd has
the highest count of all the Community Tapestry markets,
with an annual household growth of 2.6 percent since 2000.
The median household income is $49,748, slightly lower than
the U.S. median. Households derive primary income from
wages and salaries, although the percentage of households that receive income from self-employment ventures
is slightly higher than the national level. The median net
worth is $86,362, somewhat below the U.S. median. Half
of the employed residents work in white-collar occupations.
Approximately 30 percent of Midland Crowd residents aged
25 years and older have attended college; 15 percent hold a
bachelor’s or graduate degree.
Residential
Midland Crowd residents live in housing developments in
rural areas throughout the United States (more village or
town than farm), mainly in the South. Three-fourths of the
housing was built after 1969. Homeownership is at 84 percent; the median home value is $137,727. Two-thirds of
the households are single-family structures; 28 percent are
mobile homes. One-fourth of the households own three or
more vehicles.
Many households have a satellite dish. Favorite stations
include CMT and Outdoor Life Network. In addition to
watching rodeo/bull riding, truck and tractor pulls/mud
racing, and fishing programs on TV, residents watch a variety
of news programs. Fitting right in with their rural surroundings, they prefer to listen to country music on the radio and
read fishing and hunting magazines.
3212.6%
Rustbelt Traditions
Segment Code.................. 32
Segment Name................ Rustbelt Traditions
LifeMode Group............... L10 Traditional Living
Urbanization Group.......... U5 Urban Outskirts I
Demographic
Preferences
Rustbelt Traditions neighborhoods are primarily a mix of
married-couple families, single-parent families, and singles
who live alone, similar to the U.S. household type distribution. This segment has the sixth largest population of all the
Community Tapestry segments, with 8.4 million people. The
median age is 36.1 years, just below the U.S. median. Most
of the residents are white.
Residents of Rustbelt Traditions are aptly named: They have
lived, worked, spent, and played in the same area for years.
They do not follow fads; they stick with the products and
services they know. They prefer domestic car manufacturers.
Some of their purchases reflect their attention to the maintenance of their homes and yards. For specialized projects, they
will contract for roofing, flooring, and carpet installations.
Socioeconomic
Financially conservative, Rustbelt Traditions residents prefer to
use a credit union and invest in certificates of deposit. They
are likely to have a personal loan that is not a student or vacation loan, and hold low-value variable life and homeowner’s
insurance policies. Residents watch their pennies, using coupons regularly, especially at Sam’s Club. They prefer to see a
doctor for diet control and own a stationary bike for exercise.
The median household income is $49,579, slightly below
that of the U.S. median. Half of the employed residents work
in white-collar jobs. For years, these residents sustained the
manufacturing industry that drove local economies. Now,
the service industry predominates, followed by manufacturing and retail trade. The median net worth for this segment
is $90,754. Overall, 80 percent of residents aged 25 years
and older have graduated from high school, 12 percent
hold a bachelor’s or graduate degree, and 29 percent have
attended college.
Residential
Rustbelt Traditions neighborhoods are the backbone of older
indus­trial cities in states that border the Great Lakes. Most
residents live in modest, single-family homes. Homeownership is at 76 percent. The median home value of $107,222 is
approximately three-fifths of the U.S. median. The relatively
lower median home value is partially due to the age of the
homes in these communities; nearly two-thirds of the housing units were built prior to 1960.
Favorite leisure activities include bowling; fishing; hunting; and
attending auto races, country music shows, and ice hockey
games. Watching television is a common pastime for Rustbelt
Traditions residents. They subscribe to cable TV and watch it
regularly, but their favorite programs are sports events.
1711.9%
Green Acres
Segment Code.................. 17
Segment Name................ Green Acres
LifeMode Group............... L2 Upscale Avenues
Urbanization Group.......... U10 Rural I
Demographic
Preferences
Married couples, with and without children, comprise
71 percent of the households in Green Acres. Many families are comprised of blue-collar baby boomers, many with
children aged 6–17 years. With more than 10 million people,
Green Acres represents the third largest population of all the
Community Tapestry markets, currently more than 3 percent
of the U.S. population, and growing by 1.6 percent annually.
The median age is 40.6 years. This segment is not ethnically
diverse; 93 percent of the residents are white.
Country living describes the lifestyle of Green Acres residents.
Pet dogs or cats are considered part of the family. These
do-it-yourselfers maintain and remodel their homes; projects
include painting, installing carpet or insulation, or adding a
deck or patio. They own all the necessary power tools, including routers, welders, sanders, and various saws, to finish their
projects. Residents maintain their lawns, flower gardens,
and vegetable gardens, again with the right tools. They own
riding lawn mowers, garden tillers, tractors, and even separate home freezers for the harvest. Fitting in with the do-ityourself mode, it is not surprising that Green Acres is the top
market for owning a sewing machine. A favorite pastime is
using their ice cream maker to produce homemade ice cream.
They prefer motorcycles and full-size pickup trucks.
Socioeconomic
Green Acres residents are educated and hardworking; more
than half who are aged 25 years and older hold a degree or
attended college. Labor force participation is approximately
69 percent, with higher employment concentrations in the
manufacturing, construction, health care, and retail trade
industry sectors. Seventeen percent of households derive
income from self-employment ventures. Occupation distributions are similar to the United States. The median household
income is $63,922, and the median net worth is $163,372.
Residential
Green Acres neighborhoods are located throughout the
country but mainly in the Midwest and South. The highest
state concentrations are found in Michigan, Ohio, and
Pennsylvania. A little bit country, Green Acres residents live
in pastoral set­tings of developing suburban fringe areas.
Homeownership is at 88 percent. Eighty-seven percent of the
household inventory is dominated by single-family dwellings.
These newer homes carry a median value of $205,460.
Typical of rural residents, Green Acres households own
multiple vehicles: 78 percent own two or more vehicles.
For exercise, Green Acres residents ride their mountain bikes
and participate in water sports such as waterskiing, canoeing,
and kayaking. Other activities include bird-watching, power
boating, target shooting, hunting, and attending auto racing
events. They prefer to listen to college football, auto racing,
and news-talk programs on the radio and read fishing, hunting, and motorcycle magazines. Accommodating the country
lifestyle, many households watch TV by satellite dish instead
of cable. Events they enjoy watching on TV include alpine
skiing, ski jumping, motorcycle racing, equestrian events, and
bicycle racing. A favorite station is the Speed Channel.
Tapestry Segmentation Area Profile
Ranked by Households
Brand Champion brandchamp.com 800.486.0800
Ionia Bowl 300
420 N Dexter St, Ionia, MI, 48846
Drive Time: 7 minutes
Latitude: 42.98619
Longitude: -85.07093
Top Twenty Tapestry Segments
Tapestry segment descriptions can be found at http://www.esri.com/library/whitepapers/pdfs/community-tapestry.pdf
Households
U.S. Households
Cumulative
Rank
Tapestry Segment
Percent
Cumulative
Percent
Percent
Percent
Index
1
32. Rustbelt Traditions
26.4%
26.4%
2.8%
2.8%
936
2
25. Salt of the Earth
19.5%
45.9%
2.7%
5.5%
712
1062
3
48. Great Expectations
18.4%
64.3%
1.7%
7.2%
4
33. Midlife Junction
14.8%
79.1%
2.5%
9.7%
600
5
42. Southern Satellites
11.2%
90.3%
2.7%
12.4%
414
Subtotal
90.3%
14.8%
401
6
46. Rooted Rural
9.7%
Total
12.4%
100.0%
2.4%
100.0%
14.8%
672
Top Ten Tapestry Segments
Site vs. U.S.
0.0
5.0
10.0
15.0
20.0
25.0
30.0
46. Rooted Rural
42. Southern Satellites
33. Midlife Junction
Site
U.S.
48. Great Expectations
25. Salt of the Earth
32. Rustbelt Traditions
Percent of Households by Tapestry Segment
Source: Esri
©2011 Esri
Page 4 Brand Champion
(c) 2011 ESRI
8/24/2011
Page 1 of 6
Tapestry Segmentation Area Profile
Ranked by Households
Brand Champion brandchamp.com 800.486.0800
Ionia Bowl 300
420 N Dexter St, Ionia, MI, 48846
Drive Time: 25 minutes
Latitude: 42.98619
Longitude: -85.07093
Top Twenty Tapestry Segments
Tapestry segment descriptions can be found at http://www.esri.com/library/whitepapers/pdfs/community-tapestry.pdf
Households
U.S. Households
Cumulative
Cumulative
Rank
Tapestry Segment
Percent
Percent
Percent
Percent
Index
1
25. Salt of the Earth
23.4%
23.4%
2.7%
2.7%
855
2
26. Midland Crowd
19.9%
43.3%
3.8%
6.5%
523
3
32. Rustbelt Traditions
12.6%
55.9%
2.8%
9.3%
449
4
17. Green Acres
11.9%
67.8%
3.2%
12.5%
370
5
42. Southern Satellites
5.8%
73.6%
2.7%
15.2%
216
Subtotal
73.6%
15.2%
6
18. Cozy and Comfortable
5.5%
79.1%
2.8%
18.0%
195
7
33. Midlife Junction
4.5%
83.6%
2.5%
20.5%
183
8
48. Great Expectations
4.3%
87.9%
1.7%
22.2%
247
9
28. Aspiring Young Families
3.7%
91.6%
2.4%
24.6%
157
10
46. Rooted Rural
3.6%
95.2%
2.4%
27.0%
149
Subtotal
21.6%
11.8%
11
19. Milk and Cookies
2.4%
97.6%
2.0%
29.0%
124
12
53. Home Town
2.2%
99.8%
1.4%
30.4%
151
Total
99.8%
30.4%
327
Top Ten Tapestry Segments
0.0
2.0
4.0
6.0
8.0
10.0
Site vs. U.S.
12.0
14.0
16.0
18.0
20.0
22.0
24.0
46. Rooted Rural
28. Aspiring Young Families
48. Great Expectations
33. Midlife Junction
Site
U.S.
18. Cozy and Comfortable
42. Southern Satellites
17. Green Acres
32. Rustbelt Traditions
26. Midland Crowd
25. Salt of the Earth
Percent of Households by Tapestry Segment
Source: Esri
©2011 Esri
Page 10 Brand Champion
(c) 2011 ESRI
8/24/2011
Page 1 of 6
Restaurant
Market Potential
Brand Champion brandchamp.com 800.486.0800
Ionia Bowl 300
420 N Dexter St, Ionia, MI, 48846
Drive Time: 7 minutes
Demographic Summary
Latitude: 42.98619
Longitude: -85.07093
2010
2015
Population
15,270
15,091
Population 18+
12,764
12,647
Households
Median Household Income
3,605
3,547
$50,224
$54,745
Expected
Number of
Product/Consumer Behavior
Adults
Percent
MPI
Went to family restaurant/steak house in last 6 months
8,636
67.7%
93
Family restaurant/steak house last month: <2 times
3,237
25.4%
97
Family restaurant/steak house last month: 2-4times
3,134
24.6%
89
Family restaurant/steak house last month: 5+ times
2,265
17.7%
91
Family restaurant/steak house last 6 months: breakfast
1,258
9.9%
82
Family restaurant/steak house last 6 months: lunch
3,044
23.8%
94
Family restaurant/steak house last 6 months: snack
223
1.7%
63
Family restaurant/steak house last 6 months: dinner
6,457
50.6%
95
Family restaurant/steak house last 6 months: weekday
4,259
33.4%
86
Family restaurant/steak house last 6 months: weekend
5,551
43.5%
98
Family restaurant/steak house last 6 months: Applebee`s
2,886
22.6%
87
Family restaurant/steak house last 6 months: Bennigan`s
225
1.8%
61
Family restaurant/steak house last 6 months: Bob Evans Farm
680
5.3%
117
Family restaurant/steak house last 6 months: Cheesecake Factory
296
2.3%
35
Family restaurant/steak house last 6 months: Chili`s Grill & Bar
958
7.5%
67
2,457
19.2%
159
Family restaurant/steak house last 6 months: Denny`s
895
7.0%
74
Family restaurant/steak house last 6 months: Friendly`s
272
2.1%
56
1,234
9.7%
126
Family restaurant/steak house last 6 months: Intl Hse of Pancakes
998
7.8%
70
Family restaurant/steak house last 6 months: Lone Star Steakhouse
350
2.7%
90
Family restaurant/steak house last 6 months: Old Country Buffet
323
2.5%
80
Family restaurant/steak house last 6 months: Olive Garden
1,526
12.0%
70
Family restaurant/steak house last 6 months: Outback Steakhouse
1,246
9.8%
82
403
3.2%
85
1,620
12.7%
87
378
3.0%
60
Family restaurant/steak house last 6 months: Ruby Tuesday
1,063
8.3%
93
Family restaurant/steak house last 6 months: Ryan`s
1,596
12.5%
278
Family restaurant/steak house last 6 months: Sizzler
258
2.0%
64
Family restaurant/steak house last 6 months: T.G.I. Friday`s
923
7.2%
68
Went to fast food/drive-in restaurant in last 6 months
11,530
90.3%
101
Went to fast food/drive-in restaurant <5 times/month
3,569
28.0%
92
Went to fast food/drive-in restaurant 5-12 times/month
4,246
33.3%
106
Family restaurant/steak house last 6 months: Cracker Barrel
Family restaurant/steak house last 6 months: Golden Corral
Family restaurant/steak house last 6 months: Perkins
Family restaurant/steak house last 6 months: Red Lobster
Family restaurant/steak house last 6 months: Red Robin
Went to fast food/drive-in restaurant 13+ times/month
3,715
29.1%
105
Fast food/drive-in last 6 months: breakfast
3,843
30.1%
108
102
Fast food/drive-in last 6 months: lunch
7,732
60.6%
Fast food/drive-in last 6 months: snack
1,842
14.4%
81
Fast food/drive-in last 6 months: dinner
6,460
50.6%
104
Data Note:An MPI (Market Potential Index) measures the relative likelihood of the adults in the specified trade area to exhibit certain consumer behavior or purchasing patterns
compared to the U.S. An MPI of 100 represents the U.S. average.
Source: These data are based upon national propensities to use various products and services, applied to local demographic composition. Usage data were collected by GfK MRI in
a nationally representative survey of U.S. households. Esri forecasts for 2010 and 2015.
©2011 Esri
8/24/2011
Page 16 Brand Champion
(c) 2011 ESRI
Page 1 of 2
Restaurant
Market Potential
Brand Champion brandchamp.com 800.486.0800
Ionia Bowl 300
420 N Dexter St, Ionia, MI, 48846
Drive Time: 7 minutes
Latitude: 42.98619
Longitude: -85.07093
Expected
Number of
Product/Consumer Behavior
Adults
Percent
MPI
Fast food/drive-in last 6 months: weekday
8,777
68.8%
103
Fast food/drive-in last 6 months: weekend
6,330
49.6%
102
Fast food/drive-in last 6 months: A & W
602
4.7%
93
Fast food/drive-in last 6 months: Arby`s
3,643
28.5%
136
Fast food/drive-in last 6 months: Boston Market
300
2.4%
44
Fast food/drive-in last 6 months: Burger King
4,993
39.1%
106
Fast food/drive-in last 6 months: Captain D`s
223
1,541
12.1%
Fast food/drive-in last 6 months: Carl`s Jr.
196
1.5%
26
Fast food/drive-in last 6 months: Checkers
472
3.7%
109
Fast food/drive-in last 6 months: Chick-fil-A
1,832
14.4%
114
Fast food/drive-in last 6 mo: Chipotle Mex. Grill
304
2.4%
44
Fast food/drive-in last 6 months: Chuck E. Cheese`s
529
4.1%
90
Fast food/drive-in last 6 months: Church`s Fr. Chicken
307
2.4%
54
2,549
20.0%
119
Fast food/drive-in last 6 months: Dairy Queen
Fast food/drive-in last 6 months: Del Taco
106
0.8%
26
Fast food/drive-in last 6 months: Domino`s Pizza
1,908
14.9%
105
Fast food/drive-in last 6 months: Dunkin` Donuts
611
4.8%
42
Fast food/drive-in last 6 months: Fuddruckers
195
1.5%
53
2,362
18.5%
236
Fast food/drive-in last 6 months: Hardee`s
Fast food/drive-in last 6 months: Jack in the Box
783
6.1%
56
Fast food/drive-in last 6 months: KFC
4,457
34.9%
120
Fast food/drive-in last 6 months: Little Caesars
1,099
8.6%
126
Fast food/drive-in last 6 months: Long John Silver`s
1,600
12.5%
173
Fast food/drive-in last 6 months: McDonald`s
7,691
60.3%
106
643
5.0%
54
Fast food/drive-in last 6 months: Papa John`s
1,021
8.0%
89
Fast food/drive-in last 6 months: Pizza Hut
3,372
26.4%
112
Fast food/drive-in last 6 months: Popeyes
631
4.9%
68
Fast food/drive-in last 6 months: Quiznos
793
6.2%
65
2,179
17.1%
148
Fast food/drive-in last 6 months: Starbucks
790
6.2%
42
Fast food/drive-in last 6 months: Steak n Shake
759
5.9%
109
Fast food/drive-in last 6 months: Subway
3,788
29.7%
94
Fast food/drive-in last 6 months: Taco Bell
4,592
36.0%
112
Fast food/drive-in last 6 months: Wendy`s
Fast food/drive-in last 6 months: Panera Bread
Fast food/drive-in last 6 months: Sonic Drive-In
4,436
34.8%
107
Fast food/drive-in last 6 months: Whataburger
311
2.4%
54
Fast food/drive-in last 6 months: White Castle
507
4.0%
91
Fast food/drive-in last 6 months: eat in
5,278
41.3%
108
Fast food/drive-in last 6 months: home delivery
1,169
9.2%
82
Fast food/drive-in last 6 months: take-out/drive-thru
7,266
56.9%
109
Fast food/drive-in last 6 months: take-out/walk-in
2,429
19.0%
78
Data Note:An MPI (Market Potential Index) measures the relative likelihood of the adults in the specified trade area to exhibit certain consumer behavior or purchasing patterns
compared to the U.S. An MPI of 100 represents the U.S. average.
Source: These data are based upon national propensities to use various products and services, applied to local demographic composition. Usage data were collected by GfK MRI in
a nationally representative survey of U.S. households. Esri forecasts for 2010 and 2015.
©2011 Esri
8/24/2011
Page 17 Brand Champion
(c) 2011 ESRI
Page 2 of 2
Restaurant
Market Potential
Brand Champion brandchamp.com 800.486.0800
Ionia Bowl 300
420 N Dexter St, Ionia, MI, 48846
Drive Time: 25 minutes
Demographic Summary
Latitude: 42.98619
Longitude: -85.07093
2010
2015
Population
47,706
47,427
Population 18+
36,513
36,352
Households
15,480
15,436
$52,397
$57,464
Median Household Income
Expected
Number of
Product/Consumer Behavior
Adults
Went to family restaurant/steak house in last 6 months
Percent
MPI
26,003
71.2%
98
Family restaurant/steak house last month: <2 times
9,351
25.6%
98
Family restaurant/steak house last month: 2-4times
9,771
26.8%
97
Family restaurant/steak house last month: 5+ times
6,884
18.9%
96
Family restaurant/steak house last 6 months: breakfast
3,900
10.7%
89
Family restaurant/steak house last 6 months: lunch
9,167
25.1%
99
Family restaurant/steak house last 6 months: snack
640
1.8%
63
Family restaurant/steak house last 6 months: dinner
19,615
53.7%
101
Family restaurant/steak house last 6 months: weekday
13,629
37.3%
96
Family restaurant/steak house last 6 months: weekend
16,388
44.9%
101
Family restaurant/steak house last 6 months: Applebee`s
9,418
25.8%
100
Family restaurant/steak house last 6 months: Bennigan`s
714
2.0%
68
Family restaurant/steak house last 6 months: Bob Evans Farm
2,338
6.4%
140
Family restaurant/steak house last 6 months: Cheesecake Factory
1,056
2.9%
44
Family restaurant/steak house last 6 months: Chili`s Grill & Bar
3,263
8.9%
80
Family restaurant/steak house last 6 months: Cracker Barrel
6,368
17.4%
144
Family restaurant/steak house last 6 months: Denny`s
2,763
7.6%
80
Family restaurant/steak house last 6 months: Friendly`s
1,006
2.8%
73
Family restaurant/steak house last 6 months: Golden Corral
3,379
9.3%
120
Family restaurant/steak house last 6 months: Intl Hse of Pancakes
3,086
8.5%
76
Family restaurant/steak house last 6 months: Lone Star Steakhouse
1,202
3.3%
108
Family restaurant/steak house last 6 months: Old Country Buffet
1,141
3.1%
99
Family restaurant/steak house last 6 months: Olive Garden
5,453
14.9%
88
Family restaurant/steak house last 6 months: Outback Steakhouse
4,176
11.4%
96
Family restaurant/steak house last 6 months: Perkins
1,488
4.1%
109
Family restaurant/steak house last 6 months: Red Lobster
5,018
13.7%
95
Family restaurant/steak house last 6 months: Red Robin
1,299
3.6%
72
Family restaurant/steak house last 6 months: Ruby Tuesday
3,305
9.1%
102
Family restaurant/steak house last 6 months: Ryan`s
3,117
8.5%
190
Family restaurant/steak house last 6 months: Sizzler
787
2.2%
68
2,855
7.8%
73
Went to fast food/drive-in restaurant in last 6 months
33,274
91.1%
102
Went to fast food/drive-in restaurant <5 times/month
10,617
29.1%
95
Went to fast food/drive-in restaurant 5-12 times/month
12,277
33.6%
107
Went to fast food/drive-in restaurant 13+ times/month
10,382
28.4%
103
Fast food/drive-in last 6 months: breakfast
10,727
29.4%
106
Fast food/drive-in last 6 months: lunch
22,729
62.2%
105
Fast food/drive-in last 6 months: snack
5,525
15.1%
85
Fast food/drive-in last 6 months: dinner
19,093
52.3%
107
Family restaurant/steak house last 6 months: T.G.I. Friday`s
Data Note:An MPI (Market Potential Index) measures the relative likelihood of the adults in the specified trade area to exhibit certain consumer behavior or purchasing patterns
compared to the U.S. An MPI of 100 represents the U.S. average.
Source: These data are based upon national propensities to use various products and services, applied to local demographic composition. Usage data were collected by GfK MRI in
a nationally representative survey of U.S. households. Esri forecasts for 2010 and 2015.
©2011 Esri
8/24/2011
Page 18 Brand Champion
(c) 2011 ESRI
Page 1 of 2
Restaurant
Market Potential
Brand Champion brandchamp.com 800.486.0800
Ionia Bowl 300
420 N Dexter St, Ionia, MI, 48846
Drive Time: 25 minutes
Latitude: 42.98619
Longitude: -85.07093
Expected
Number of
Product/Consumer Behavior
Adults
Percent
MPI
Fast food/drive-in last 6 months: weekday
25,588
70.1%
105
Fast food/drive-in last 6 months: weekend
18,287
50.1%
103
Fast food/drive-in last 6 months: A & W
1,858
5.1%
100
Fast food/drive-in last 6 months: Arby`s
10,665
29.2%
139
Fast food/drive-in last 6 months: Boston Market
1,050
2.9%
54
Fast food/drive-in last 6 months: Burger King
14,558
39.9%
108
Fast food/drive-in last 6 months: Captain D`s
3,281
9.0%
166
Fast food/drive-in last 6 months: Carl`s Jr.
755
2.1%
35
Fast food/drive-in last 6 months: Checkers
1,208
3.3%
97
Fast food/drive-in last 6 months: Chick-fil-A
5,101
14.0%
111
Fast food/drive-in last 6 mo: Chipotle Mex. Grill
1,070
2.9%
54
Fast food/drive-in last 6 months: Chuck E. Cheese`s
1,419
3.9%
84
Fast food/drive-in last 6 months: Church`s Fr. Chicken
1,100
3.0%
68
Fast food/drive-in last 6 months: Dairy Queen
7,874
21.6%
129
Fast food/drive-in last 6 months: Del Taco
429
1.2%
36
Fast food/drive-in last 6 months: Domino`s Pizza
5,025
13.8%
97
Fast food/drive-in last 6 months: Dunkin` Donuts
2,306
6.3%
55
781
2.1%
74
5,130
14.0%
180
Fast food/drive-in last 6 months: Fuddruckers
Fast food/drive-in last 6 months: Hardee`s
Fast food/drive-in last 6 months: Jack in the Box
Fast food/drive-in last 6 months: KFC
2,788
7.6%
70
11,924
32.7%
112
110
Fast food/drive-in last 6 months: Little Caesars
2,749
7.5%
Fast food/drive-in last 6 months: Long John Silver`s
3,698
10.1%
140
21,961
60.1%
106
Fast food/drive-in last 6 months: Panera Bread
2,355
6.4%
69
Fast food/drive-in last 6 months: Papa John`s
3,038
8.3%
93
Fast food/drive-in last 6 months: Pizza Hut
9,698
26.6%
113
Fast food/drive-in last 6 months: Popeyes
1,954
5.4%
74
Fast food/drive-in last 6 months: Quiznos
2,719
7.4%
78
Fast food/drive-in last 6 months: Sonic Drive-In
5,394
14.8%
128
Fast food/drive-in last 6 months: Starbucks
3,063
8.4%
57
Fast food/drive-in last 6 months: Steak n Shake
2,319
6.4%
116
Fast food/drive-in last 6 months: McDonald`s
Fast food/drive-in last 6 months: Subway
11,779
32.3%
102
Fast food/drive-in last 6 months: Taco Bell
13,000
35.6%
111
Fast food/drive-in last 6 months: Wendy`s
12,959
35.5%
110
Fast food/drive-in last 6 months: Whataburger
1,211
3.3%
73
Fast food/drive-in last 6 months: White Castle
1,467
4.0%
92
15,315
41.9%
109
Fast food/drive-in last 6 months: eat in
Fast food/drive-in last 6 months: home delivery
Fast food/drive-in last 6 months: take-out/drive-thru
Fast food/drive-in last 6 months: take-out/walk-in
3,687
10.1%
91
20,915
57.3%
110
7,798
21.4%
87
Data Note:An MPI (Market Potential Index) measures the relative likelihood of the adults in the specified trade area to exhibit certain consumer behavior or purchasing patterns
compared to the U.S. An MPI of 100 represents the U.S. average.
Source: These data are based upon national propensities to use various products and services, applied to local demographic composition. Usage data were collected by GfK MRI in
a nationally representative survey of U.S. households. Esri forecasts for 2010 and 2015.
©2011 Esri
8/24/2011
Page 19 Brand Champion
(c) 2011 ESRI
Page 2 of 2
Recreation Expenditures
Brand Champion brandchamp.com 800.486.0800
Ionia Bowl 300
420 N Dexter St, Ionia, MI, 48846
Drive Time: 7 minutes
Demographic Summary
Population
Latitude: 42.98619
Longitude: -85.07093
2010
2015
15,270
15,091
Households
3,605
3,547
Families
2,405
2,353
28.2
28.4
$50,224
$54,745
Median Age
Median Household Income
Spending
Average
Potential
Amount
Index
Spent
Total
Entertainment/Recreation Fees and Admissions
69
$424.98
$1,532,060
Admission to Movies, Theater, Opera, Ballet
69
$104.80
$377,788
Admission to Sporting Events, excl. Trips
74
$44.09
$158,957
Fees for Participant Sports, excl. Trips
71
$75.83
$273,377
Fees for Recreational Lessons
64
$86.85
$313,101
Membership Fees for Social/Recreation/Civic Clubs
69
$112.94
$407,134
Dating Services
61
$0.47
$1,703
Rental of Video Cassettes and DVDs
79
$32.37
$116,703
Toys & Games
80
$116.77
$420,949
Toys and Playground Equipment
80
$113.67
$409,793
Play Arcade Pinball/Video Games
76
$1.43
$5,156
Online Entertainment and Games
72
$1.66
$6,000
Recreational Vehicles and Fees
80
$256.76
$925,610
Docking and Landing Fees for Boats and Planes
69
$4.91
$17,699
Camp Fees
72
$20.65
$74,448
Purchase of RVs or Boats
81
$225.67
$813,553
Rental of RVs or Boats
64
$5.52
$19,910
Sports, Recreation and Exercise Equipment
63
$114.70
$413,484
Exercise Equipment and Gear, Game Tables
65
$53.57
$193,121
Bicycles
70
$13.91
$50,148
Camping Equipment
32
$4.69
$16,908
Hunting and Fishing Equipment
56
$21.35
$76,979
Winter Sports Equipment
69
$4.48
$16,158
Water Sports Equipment
91
$6.09
$21,950
Other Sports Equipment
85
$8.06
$29,066
Rental/Repair of Sports/Recreation/Exercise Equipment
64
$2.54
$9,154
Photographic Equipment and Supplies
77
$79.65
$287,126
Film
85
$6.28
$22,646
Film Processing
84
$18.95
$68,319
Photographic Equipment
74
$31.53
$113,673
Photographer Fees/Other Supplies & Equip Rental/Repair
74
$22.88
$82,488
Reading
78
$120.40
$434,028
Magazine/Newspaper Subscriptions
82
$51.69
$186,342
Magazine/Newspaper Single Copies
84
$16.12
$58,130
Books
73
$52.58
$189,556
Data Note: The Spending Potential Index (SPI) is household-based, and represents the amount spent for a product or service relative to a national average of
100. Detail may not sum to totals due to rounding.
Source: Esri forecasts for 2010 and 2015; Consumer Spending data are derived from the 2006 and 2007 Consumer Expenditure Surveys, Bureau of Labor
Statistics.
©2011 Esri
8/24/2011
Page 20 Brand Champion
(c) 2011 ESRI
Page 1 of 1
Recreation Expenditures
Brand Champion brandchamp.com 800.486.0800
Ionia Bowl 300
420 N Dexter St, Ionia, MI, 48846
Drive Time: 25 minutes
Demographic Summary
Latitude: 42.98619
Longitude: -85.07093
2010
2015
Population
47,706
47,427
Households
15,480
15,436
Families
11,149
11,064
33.5
33.9
$52,397
$57,464
Median Age
Median Household Income
Spending
Average
Potential
Amount
Index
Spent
Total
Entertainment/Recreation Fees and Admissions
77
$473.76
$7,333,852
Admission to Movies, Theater, Opera, Ballet
75
$114.41
$1,771,113
Admission to Sporting Events, excl. Trips
83
$49.25
$762,317
Fees for Participant Sports, excl. Trips
79
$83.96
$1,299,720
Fees for Recreational Lessons
74
$100.69
$1,558,717
Membership Fees for Social/Recreation/Civic Clubs
76
$124.97
$1,934,533
Dating Services
62
$0.48
$7,452
Rental of Video Cassettes and DVDs
82
$33.88
$524,428
Toys & Games
85
$124.01
$1,919,607
Toys and Playground Equipment
86
$120.78
$1,869,654
Play Arcade Pinball/Video Games
78
$1.48
$22,902
Online Entertainment and Games
75
$1.75
$27,051
$4,198,926
Recreational Vehicles and Fees
84
$271.25
Docking and Landing Fees for Boats and Planes
78
$5.55
$85,991
Camp Fees
81
$23.41
$362,427
Purchase of RVs or Boats
85
$236.20
$3,656,302
Rental of RVs or Boats
71
$6.09
$94,206
Sports, Recreation and Exercise Equipment
67
$121.92
$1,887,354
Exercise Equipment and Gear, Game Tables
71
$57.97
$897,345
Bicycles
75
$14.76
$228,476
Camping Equipment
35
$4.99
$77,316
Hunting and Fishing Equipment
57
$21.96
$339,885
Winter Sports Equipment
73
$4.69
$72,636
Water Sports Equipment
94
$6.28
$97,276
Other Sports Equipment
89
$8.42
$130,393
Rental/Repair of Sports/Recreation/Exercise Equipment
71
$2.84
$44,027
Photographic Equipment and Supplies
82
$85.32
$1,320,697
Film
88
$6.52
$100,966
Film Processing
88
$19.78
$306,247
Photographic Equipment
79
$33.96
$525,718
Photographer Fees/Other Supplies & Equip Rental/Repair
81
$25.05
$387,766
Reading
82
$127.26
$1,970,003
Magazine/Newspaper Subscriptions
86
$54.42
$842,492
Magazine/Newspaper Single Copies
85
$16.37
$253,465
Books
78
$56.46
$874,046
Data Note: The Spending Potential Index (SPI) is household-based, and represents the amount spent for a product or service relative to a national average of
100. Detail may not sum to totals due to rounding.
Source: Esri forecasts for 2010 and 2015; Consumer Spending data are derived from the 2006 and 2007 Consumer Expenditure Surveys, Bureau of Labor
Statistics.
©2011 Esri
8/24/2011
Page 21 Brand Champion
(c) 2011 ESRI
Page 1 of 1
Demographic and Income Profile Report
Ionia Bowl 300
420 N Dexter St, Ionia, MI, 48846
Drive Time: 7 minutes
Brand Champion brandchamp.com
Latitude: 42.98619
Longitude: -85.07093
Summary
2000
2010
2015
13,323
15,270
15,091
Households
3,532
3,605
3,547
Families
2,390
2,405
2,353
2.52
2.49
2.48
Owner Occupied Housing Units
2,519
2,549
2,504
Renter Occupied Housing Units
1,013
1,056
1,043
28.1
28.2
28.4
Area
-0.24%
-0.32%
-0.44%
-0.36%
1.74%
2000
State
-0.13%
-0.07%
-0.17%
-0.05%
2.19%
2010
National
0.76%
0.78%
0.64%
0.82%
2.36%
2015
Population
Average Household Size
Median Age
Trends: 2010 - 2015 Annual Rate
Population
Households
Families
Owner HHs
Median Household Income
Households by Income
Number
Percent
Number
Percent
Number
<$15,000
538
15.2%
384
10.6%
329
9.3%
$15,000 - $24,999
585
16.5%
476
13.2%
365
10.3%
$25,000 - $34,999
421
11.9%
358
9.9%
294
8.3%
$35,000 - $49,999
696
19.7%
571
15.8%
442
12.5%
$50,000 - $74,999
821
23.2%
1,234
34.2%
1,392
39.2%
$75,000 - $99,999
327
9.2%
313
8.7%
368
10.4%
$100,000 - $149,999
90
2.5%
216
6.0%
284
8.0%
$150,000 - $199,999
24
0.7%
24
0.7%
33
0.9%
$200,000+
34
1.0%
31
0.9%
41
1.2%
Median Household Income
Average Household Income
Per Capita Income
$39,132
$44,956
$13,487
$50,224
$52,523
$17,999
2000
Population by Age
Percent
$54,745
$57,975
$20,073
2010
2015
Number
Percent
Number
Percent
Number
Percent
0-4
694
5.2%
727
4.8%
697
4.6%
5-9
750
5.6%
693
4.5%
676
4.5%
10 - 14
729
5.5%
657
4.3%
665
4.4%
15 - 19
1,140
8.6%
1,426
9.3%
1,361
9.0%
20 - 24
2,421
18.2%
3,008
19.7%
2,984
19.8%
25 - 34
2,449
18.4%
2,883
18.9%
2,853
18.9%
35 - 44
1,895
14.2%
1,946
12.7%
1,933
12.8%
45 - 54
1,413
10.6%
1,633
10.7%
1,449
9.6%
55 - 64
740
5.6%
1,160
7.6%
1,237
8.2%
65 - 74
538
4.0%
568
3.7%
697
4.6%
75 - 84
389
2.9%
362
2.4%
345
2.3%
165
1.2%
207
1.4%
195
85+
2000
Race and Ethnicity
2010
1.3%
2015
Number
Percent
Number
Percent
Number
Percent
White Alone
10,172
76.4%
10,928
71.6%
10,492
69.5%
Black Alone
2,325
17.5%
3,156
20.7%
3,330
22.1%
114
0.9%
154
1.0%
157
1.0%
74
0.6%
133
0.9%
145
1.0%
0
0.0%
0
0.0%
0
0.0%
Some Other Race Alone
267
2.0%
380
2.5%
416
2.8%
Two or More Races
370
2.8%
519
3.4%
550
3.6%
Hispanic Origin (Any Race)
629
4.7%
911
6.0%
994
6.6%
American Indian Alone
Asian Alone
Pacific Islander Alone
Data Note: Income is expressed in current dollars
Source: U.S. Bureau of the Census, 2000 Census of Population and Housing. Esri forecasts for 2010 and 2015.
Page 22 Brand Champion
(c) 2011 ESRI
Demographic and Income Profile Report
Ionia Bowl 300
420 N Dexter St, Ionia, MI, 48846
Drive Time: 7 minutes
Brand Champion brandchamp.com
Latitude: 42.98619
Longitude: -85.07093
Trends 2010-2015
Annual Rate (in percent)
2.2
2
1.8
1.6
1.4
1.2
1
0.8
0.6
0.4
Area
State
USA
0.2
0
-0.2
-0.4
Population
Households
Families
Owner HHs
Median HH Income
Population by Age
18
16
Percent
14
12
10
8
6
2010
2015
4
2
0
0-4
5-9
10-14
15-19
20-24
25-34
2010 Household Income
35-44
45-54
55-64
65-74
75-84
85+
2010 Population by Race
70
$50K - $74K
34.2%
65
$75K - $99K
8.7%
60
55
$100K - $149K
6.0%
50
$150K - $199K
0.7%
45
Percent
$200K+
0.9%
40
35
30
25
< $15K
10.6%
$35K - $49K
15.8%
20
15
10
$25K - $34K
9.9%
$15K - $24K
13.2%
5
0
White
Black
Am. Ind.
2010 Percent Hispanic Origin: 6.0%
Source: U.S. Bureau of the Census, 2000 Census of Population and Housing. Esri forecasts for 2010 and 2015.
Page 23 Brand Champion
(c) 2011 ESRI
Asian
Pacific
Other
Two+
Demographic and Income Profile Report
Ionia Bowl 300
420 N Dexter St, Ionia, MI, 48846
Drive Time: 25 minutes
Brand Champion brandchamp.com
Latitude: 42.98619
Longitude: -85.07093
Summary
2000
2010
2015
Population
44,912
47,706
47,427
Households
14,556
15,480
15,436
Families
10,603
11,149
11,064
2.68
2.64
2.63
Owner Occupied Housing Units
11,524
12,146
12,097
Renter Occupied Housing Units
3,032
3,334
3,339
32.5
33.5
33.9
Area
-0.12%
-0.06%
-0.15%
-0.08%
1.86%
2000
State
-0.13%
-0.07%
-0.17%
-0.05%
2.19%
2010
National
0.76%
0.78%
0.64%
0.82%
2.36%
2015
Average Household Size
Median Age
Trends: 2010 - 2015 Annual Rate
Population
Households
Families
Owner HHs
Median Household Income
Households by Income
Number
Percent
Number
Percent
Number
Percent
<$15,000
1,777
12.3%
1,336
8.6%
1,136
7.4%
$15,000 - $24,999
1,997
13.8%
1,678
10.8%
1,277
8.3%
$25,000 - $34,999
1,795
12.4%
1,487
9.6%
1,212
7.9%
$35,000 - $49,999
2,939
20.3%
2,646
17.1%
2,022
13.1%
$50,000 - $74,999
3,618
24.9%
5,125
33.1%
5,769
37.4%
$75,000 - $99,999
1,503
10.4%
1,806
11.7%
2,125
13.8%
$100,000 - $149,999
670
4.6%
1,167
7.5%
1,579
10.2%
$150,000 - $199,999
92
0.6%
120
0.8%
165
1.1%
113
0.8%
115
0.7%
151
1.0%
$200,000+
Median Household Income
Average Household Income
Per Capita Income
$43,518
$49,111
$16,708
$52,397
$56,401
$20,332
2000
Population by Age
$57,464
$62,291
$22,596
2010
2015
Number
Percent
Number
Percent
Number
Percent
0-4
2,962
6.6%
3,087
6.5%
2,980
6.3%
5-9
3,228
7.2%
3,140
6.6%
3,067
6.5%
10 - 14
3,341
7.4%
3,106
6.5%
3,208
6.8%
15 - 19
3,529
7.9%
3,817
8.0%
3,708
7.8%
20 - 24
4,195
9.3%
4,741
9.9%
4,709
9.9%
25 - 34
6,825
15.2%
6,909
14.5%
6,730
14.2%
35 - 44
7,420
16.5%
6,677
14.0%
6,493
13.7%
45 - 54
5,654
12.6%
6,575
13.8%
5,912
12.5%
55 - 64
3,226
7.2%
4,861
10.2%
5,296
11.2%
65 - 74
2,360
5.3%
2,507
5.3%
3,089
6.5%
75 - 84
1,549
3.4%
1,532
3.2%
1,499
3.2%
623
1.4%
754
1.6%
736
85+
2000
Race and Ethnicity
2010
1.6%
2015
Number
Percent
Number
Percent
Number
Percent
White Alone
40,396
89.9%
41,961
88.0%
41,265
87.0%
Black Alone
2,783
6.2%
3,392
7.1%
3,588
7.6%
American Indian Alone
272
0.6%
331
0.7%
345
0.7%
Asian Alone
152
0.3%
252
0.5%
276
0.6%
11
0.0%
17
0.0%
19
0.0%
Some Other Race Alone
525
1.2%
734
1.5%
824
1.7%
Two or More Races
773
1.7%
1,019
2.1%
1,110
2.3%
1,275
2.8%
1,804
3.8%
2,032
4.3%
Pacific Islander Alone
Hispanic Origin (Any Race)
Data Note: Income is expressed in current dollars
Source: U.S. Bureau of the Census, 2000 Census of Population and Housing. Esri forecasts for 2010 and 2015.
Page 24 Brand Champion
(c) 2011 ESRI
Demographic and Income Profile Report
Ionia Bowl 300
420 N Dexter St, Ionia, MI, 48846
Drive Time: 25 minutes
Brand Champion brandchamp.com
Latitude: 42.98619
Longitude: -85.07093
Trends 2010-2015
Annual Rate (in percent)
2.2
2
1.8
1.6
1.4
1.2
1
0.8
0.6
Area
State
USA
0.4
0.2
0
Population
Households
Families
Owner HHs
Median HH Income
Percent
Population by Age
14
13
12
11
10
9
8
7
6
5
4
3
2
1
0
2010
2015
0-4
5-9
10-14
15-19
20-24
25-34
2010 Household Income
35-44
45-54
55-64
65-74
75-84
85+
2010 Population by Race
80
$75K - $99K
11.7%
$50K - $74K
33.1%
70
$100K - $149K
7.5%
60
$200K+
0.7%
< $15K
8.6%
Percent
$150K - $199K
0.8%
50
40
30
20
$35K - $49K
17.1%
$15K - $24K
10.8%
$25K - $34K
9.6%
10
0
White
Black
Am. Ind.
2010 Percent Hispanic Origin: 3.8%
Source: U.S. Bureau of the Census, 2000 Census of Population and Housing. Esri forecasts for 2010 and 2015.
Page 25 Brand Champion
(c) 2011 ESRI
Asian
Pacific
Other
Two+
Census 2010 Profile
Ionia Bowl 300
420 N Dexter St, Ionia, MI, 48846
Drive Time: 7 minutes
Brand Champion brandchamp.com 800.486.0800
Latitude: 42.98619
Longitude: -85.07093
Total
Summary
Total Population
Hispanic Population
Age 18 Years and Over
Number
Percent
11,845
82.5%
710
68.3%
Number
14,365
1,039
Percent
7.2%
14,365
14,149
10,916
2,834
86
58
2
253
216
100.0%
98.5%
76.0%
19.7%
0.6%
0.4%
0.0%
1.8%
1.5%
11,845
11,755
8,664
2,804
75
49
2
162
91
100.0%
99.2%
73.1%
23.7%
0.6%
0.4%
0.0%
1.4%
0.8%
Hispanic Population by Race
Total
Hispanic Population Reporting One Race
White
Black or African American
American Indian and Alaska Native
Asian
Native Hawaiian and Other Pacific Islander
Some Other Race
Hispanic Population Reporting Two or More Races
1,039
966
641
51
23
6
0
245
73
100.0%
93.0%
61.7%
4.9%
2.2%
0.6%
0.0%
23.6%
7.0%
710
686
459
48
21
3
0
156
23
100.0%
96.6%
64.6%
6.8%
3.0%
0.4%
0.0%
22.0%
3.2%
Housing Units by Occupancy Status
Total
Occupied Housing Units
Vacant Housing Units
4,061
3,588
473
100.0%
88.4%
11.6%
-
-
Population by Race
Total
Population Reporting One Race
White
Black or African American
American Indian and Alaska Native
Asian
Native Hawaiian and Other Pacific Islander
Some Other Race
Population Reporting Two or More Races
Data Note: Population Reporting Two or More Races includes unique counts of the population who reported at least two races. Hispanic population can be of any race.
Hispanic Population Reporting Two or More Races includes unique counts of the Hispanic population who reported at least two races. Detail may not sum to totals due to
rounding.
Source: U.S. Census Bureau, Census 2010 Redistricting Data (P.L. 94-171).
Page 26 Brand Champion
(c) 2011 ESRI
Census 2010 Profile
Ionia Bowl 300
420 N Dexter St, Ionia, MI, 48846
Drive Time: 25 minutes
Brand Champion brandchamp.com 800.486.0800
Latitude: 42.98619
Longitude: -85.07093
Total
Summary
Total Population
Hispanic Population
Age 18 Years and Over
Number
Percent
35,322
76.3%
1,307
61.3%
Number
46,322
2,131
Percent
4.6%
46,322
45,627
41,578
2,998
244
168
3
636
695
100.0%
98.5%
89.8%
6.5%
0.5%
0.4%
0.0%
1.4%
1.5%
35,322
35,033
31,393
2,924
189
127
3
397
289
100.0%
99.2%
88.9%
8.3%
0.5%
0.4%
0.0%
1.1%
0.8%
2,131
1,957
1,223
56
54
7
1
616
174
100.0%
91.8%
57.4%
2.6%
2.5%
0.3%
0.0%
28.9%
8.2%
1,307
1,256
776
51
38
4
1
386
51
100.0%
96.1%
59.4%
3.9%
2.9%
0.3%
0.1%
29.5%
3.9%
17,258
15,462
1,796
100.0%
89.6%
10.4%
-
-
Population by Race
Total
Population Reporting One Race
White
Black or African American
American Indian and Alaska Native
Asian
Native Hawaiian and Other Pacific Islander
Some Other Race
Population Reporting Two or More Races
Hispanic Population by Race
Total
Hispanic Population Reporting One Race
White
Black or African American
American Indian and Alaska Native
Asian
Native Hawaiian and Other Pacific Islander
Some Other Race
Hispanic Population Reporting Two or More Races
Housing Units by Occupancy Status
Total
Occupied Housing Units
Vacant Housing Units
Data Note: Population Reporting Two or More Races includes unique counts of the population who reported at least two races. Hispanic population can be of any race.
Hispanic Population Reporting Two or More Races includes unique counts of the Hispanic population who reported at least two races. Detail may not sum to totals due to
rounding.
Source: U.S. Census Bureau, Census 2010 Redistricting Data (P.L. 94-171).
Page 27 Brand Champion
(c) 2011 ESRI