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Retail Mixed Use Market Study Update 1 January 6, 2010 of enhanced shopping experiences and specialty goods that such households have come to prefer, even for daily and weekly needs shopping. Pipeline Supply of Retail. The total retail pipeline in the vicinity of Hacienda's Primary Trade Area is upwards of 800,000 square feet, including the Green at Park Place, a 305,000 square foot high -end lifestyle center, anchored by a Whole Foods grocery. The extent and format of proposed development is in response to the major household growth in Dublin north of Hacienda, general growth in Dublin and Pleasanton, locational proximity to I -580 and the socioeconomic characteristics of area households. While these projects, if developed, will capture some amount of Primary Trade Area spending, they are almost all in Dublin and will be less appealing to Pleasanton residents. Grocery & Pharmacy Supply. Grocery and drug stores are potential anchors for mixed use retail in Hacienda, as they are common anchors for neighborhood retail centers, driving foot traffic, and because the net demand/supply analysis (summarized below) found unmet demand in these two categories. The full- service markets currently located near the PTA are conventional mid -range to high -mid range stores and the drugstores are mass market stores such as Walgreens. Given the socioeconomic characteristics of the PTA's households (affluent, educated families), there is a distinct lack of higher er_d grocery, household and personal soft goods and prepared food shopping opportunities in the area. Even with the development of a Whole Foods in the Green at Park Place, there should still be unmet demand for gourmet grocery, deli food items and higher end personal and household soft goods from Pleasanton -side PTA residents who do not want to cross I -580, as well as office workers and transit users. Although higher end natural concept stores like Whole Foods and Pharmaca are not expanding during the current recession, central Pleasanton/Dublin should he a very attractive market once the retail sector has recovered. Supply vs. Demand Net Demand. Demand for additional food away from home and general retail merchandise is negative, even under the future growth scenarios.[1] Demand for food at home and medicine, however, is sufficient to support an additional full- service supermarket and a traditional drugstore, even without projected growth in Hacienda households. Net Demand Considerations. The results of these analyses should be considered alongside of the demographic profile of households in Hacienda's Primary Trade Area, the types of retail site opportunities in Hacienda, and the currently evolving nature of retail development. The current range of restaurant types in Hacienda likely does not capture many of the higher end meals eaten out by PTA households, who go elsewhere for those types of dining experiences. Similarly, Walmart does not serve all of the daily /weekly shopping needs of the affluent households in Hacienda's Primary Trade Area. And even though the demand/supply analysis shows support for a full - service grocery and conventional drugstore in Hacienda, it is unlikely that the sites available could attract such retailers. More appropriate to mixed use retail in Hacienda are smaller stores, such as higher end groceries /delis, restaurants, and specialty retailers that diversify local offerings and meet the needs of busy, dual career families. in Please note that the future growth scenarios do not project future growth in the PTA, only in Hacienda. 64