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[00:00:04]

>> GOOD AFTERNOON EVERYONE IT'S ABOUT 3:08 TODAY IS WEDNESDAY, AUGUST 18.

[1. CALL TO ORDER AND ROLL CALL]

THIS IS CITY COUNCIL MEETING THE CITY OF INDIO.

THIS IS THE STUDY SESSION.

MAY I HAVE A ROLL CALL PLEASE.

>> FOR THE RECORD ALL COUNCIL MEMBERS ARE PRESENT WITH THE EXCEPTION OF COUNCILMEMBER RAMOS AMITH.

>> THANK YOU VERY MUCH.

ITEM NUMBER 2.

PLEASE EXTEND EVERYONE FOR THE PLEDGE OF ALLEGIANCE.

PLACE YOUR HAND OVER YOUR HEART.

>> I PLEDGE ALLEGIANCE TO THE FLAG OF THE UNITED STATES OF AMERICAV AND TO THE REPUBLIC FOR WHICH IT STANDS, ONE NATION UNDER GOD, INDIVISIBLE, WITH LIBERTY AND JUSTICE FOR ALL..

>> AND PUBLIC COMMENT.

THIS IS A SIDE SET ASIDE FOR PUBLIC COMMENT FOR ITEMS NOT ON THE AGENDA.

IF YOU WISH TO SPEAK CALL INTO CITY CLERK OR FILL OUT A FORM.

A REQUEST TO SPEAK FORM.

MRS. CITY CLERK, DO WE HAVE ANY REQUEST TO SPEAK?

>> NO COMMENTS, MA'AM.

>> NO COMMENTS, THANK YOU.

STUDY SESSION ITEMS.

[4a. City Retail Consultant Presentation and Discussion (Austin Farmer and Cary Everitt - The Retail Coach) (Carl S. Morgan, Director of Economic Development)]

CITY RETAIL CONSULTANT PRESENTATION AND DISCUSSION AUSTIN FARMER AND CARRIE EVERETT.

THE RETAIL COACH.

>> IS IT OKAY TO TAKE THIS OFF TO TALK?

>> YOU ARE WELCOME TO TAKE IT OFF.

>> THANK YOU, MADAME MAYOR, MAYOR PRO TEM, MEMBERS OF CITY COUNCIL GOOD AFTERNOON.

CARL MORGAN, WE APPRECIATE THE OPPORTUNITY TO DO THIS STUDY SESSION TO SHARE WITH YOU WHAT YOUR CITY OF INDIO TEAM AND I SPECIFICALLY DON'T SAY ECONOMIC DEVELOPING TEAM, I SAY INDIO TEAM BECAUSE WERE WORKING COLLABORATIVELY TO MAKE ALL THIS GREAT STUFF HAPPEN.

FOR THE LAST COUPLE OF YEARS WE BEEN WORKING WITH THE RETAIL COACH AS SOME OF YOU KNOW, WE REPLACED HDL AND BARRY FOSTER A COUPLE OF YEARS AGO WITH THIS COMPANY AND WE HAVE BEEN WORKING WITH THEM EVER SINCE THAT TIME EVEN THROUGH COVID.

BEHIND THE SCENES WE WANTED TO LET YOU KNOW WHAT MARKETING AND DEMOGRAPHIC INFORMATION AND WHAT THIS GREAT GROUP HAS BEEN DOING TO HELP US PROMOTE AND ATTRACT NEW RESTAURANTS AND RETAIL IN OUR COMMUNITY.

I'M PLEASED TO INTRODUCE AUSTIN FARMER IS THE PROJECT DIRECTOR AND CARRIE EVERETT RETAIL RECRUITMENT SPECIALIST WITH THE RETAIL COACH.

I'VE HAD THE PLEASURE OF WORKING WITH THESE GUYS OVER THE LAST COUPLE OF YEARS.

MYSELF KEVIN SNYDER AND OTHERS AND I FOUND THEM TO BE PROFESSIONALS.

THEY'RE GOING TO GIVE YOU ABOUT A 15 - 20 MINUTE PRESENTATION TO UPDATE YOU ON A RETAIL RETREATMENT EFFORTS.

WHAT THEY BEEN DOING BEHIND THE SCENES, THEY'RE GOING TO SHARE DATA AND FINDINGS FROM THEIR RESEARCH IN THE RETAIL MARKETING INSIGHTS.

SOME OF YOU TOOK ADVANTAGE OF A PRE-CONVERSATION WITH EMMETT TODAY AND YESTERDAY, THANK YOU FOR THAT.

I THINK WHAT YOU'RE GOING TO SEE IS A VERY PROGRESSIVE, VERY PROACTIVE RETAIL RECRUITING EFFORT.

THE THINGS AND THE SUCCESSES WE HAVE HAD AS A CITY, THEY DON'T COME BY HAPPEN STANCE IT'S NOT BY CHANCE, IT'S A STRATEGIC EFFORT AS YOU ALL KNOW IT TAKES THE POLICYMAKERS AND THE LEADERSHIP AND CITY MANAGER AND STAFF TO IMPLEMENT AND ROLL THAT FORWARD.

THE RETAIL COACH IS AN EXTENSION OF THE ECONOMIC DEVELOPING TEAM AND WE WORK HAND IN GLOVE WITH THEM HELPING TO RECRUIT AND MARKET AND BRING RETAILERS TO OUR COMMUNITY.

THEY ALSO DO A LOT OF WORK INTERACTING WITH AND WORKING WITH, FOR INSTANCE, THE HAGAN COMPANY AND OTHER SHOPPING CENTER OWNERS OF NORTH AND HIGHWAY 111 AND OTHER AREAS IN OUR COMMUNITY, THEY ARE A RESOURCE TO THEM IN.

WE PAY FOR THEM SO THERE'S NO COST TO THOSE INDIVIDUALS AND THEY REALLY TO HELP THEM MARKET THEIR OPPORTUNITY SITES IN OUR RETAIL PADS AND SO FORTH IN THE COMMUNITY.

THE GOAL OF THE STUDY SESSION IS TO GIVE YOU THAT 15 - 20 MINUTE SNAPSHOT I THINK SOME OF THIS WILL BE EYE-OPENING AND IT WILL ALSO BE REFRESHING TO SEE WHAT IS BEEN GOING ON.

IT REALLY WANT TO HEAR FROM YOU AFTER THAT AND HAVE YOU GIVE THEM YOUR FEEDBACK, YOUR INPUT AND LET THEM KNOW AND FEEL FREE TO CALL OUT SPECIFIC RETAILERS OR RESTAURANTS YOU WANT IN THE COMMITTEE AND WILL CERTAINLY ADD THEM TO THE LIST AND CHASE THEM DOWN.

WITH THAT, I WOULD LIKE TO INVITE AUSTIN UP TO THE PODIUM AND HE HAS THE MIC IN THE FLOOR.

>> THANK YOU CARL, HIGH MAYOR COUNCIL.

IT'S GREAT TO BE HERE.

ESPECIALLY WITH TRAVEL OPENING BACK UP IT'S NICE TO GET BACK ON THE ROAD AND TO

[00:05:05]

BE IN THE COMMUNITY.

WE GOT IN YESTERDAY, WITHOUT WE GET A BREAK FROM THE TEXAS HEAT BUT WE GET THAT COMMITTEE SO I THINK WE CAME IN AT THE WORST TIME BUT IT HAS BEEN GOOD TO BE BACK IN INDIO.

WE BEEN HERE A HANDFUL OF TIMES IN THE LAST 17 TO 18 MONTHS.

IT'S REALLY GOOD TO SEE ALL THE POSITIVE MOMENTUM AND A LOT OF THINGS HAPPENING IN THE COMMUNITY.

FOR THE PURPOSE OF TODAY I WANT TO GIVE YOU AN UPDATE ON WHERE WE ARE AT IN OUR PROCESS AND AT SOME OF THE FEEDBACK WE'VE GONE FROM RETAILERS AND RESTAURANTS AND GIVE YOU VISIBILITY INTO THE WORK WE'VE BEEN DOING.

A LOT OF OUR WORK HAPPENS IN THE BACKGROUND SO WANT TO MAKE SURE THAT YOU HAVE VISIBILITY AND A COMFORT LEVEL WITH WHAT WERE DOING AND MAKE SURE IT ALIGNS WITH YOUR VISION FOR THE COMMUNITY.

A LITTLE BIT ABOUT US, WE DID NOT GET A CHANCE BEFORE STARTING WORKING WITH THE COMMUNITY TO PRESENT COUNSEL SO LITTLE BIT OF BACKGROUND ON OUR COMPANY.

WE HAVE BEEN IN THE RETAIL RECRUITMENT INDUSTRY FOR OVER 20 YEARS.

WE STARTED IN EARLY 2000 AND HAD A REALLY PIONEERED THE RETAIL RETREATMENT INDUSTRY.

WE WORKED IN OVER 650 COMMUNITIES THROUGHOUT 40 STATES AND SMX WE'VE A LOT OF EXPENSE IN SOUTHERN CALIFORNIA AND SPECIFICALLY RIVERSIDE COUNTY.

WE'VE A HANDFUL OF ACTIVE CLIENTS ACROSS THE COUNTY SO WERE REALLY WELL-VERSED IN RETAIL SPECIFICALLY IN THIS REGION.

WE HAVE A PROJECT TEAM THAT IS DEDICATED TO THE CITY.

SO WE ACTUALLY CARRIE IS WITH US TODAY SHE'S EVERY TREATMENT SPECIALIST.

SHE HELPS MANAGE OUR RELATIONSHIPS WITH RETAILERS, BROKERS, SITE SELECTORS, SO HE AND I ARE OUT THE MARKET TAKING PICTURES AND REALLY WORKING WITH THOSE BROKERS AND A SITE SELECTORS BUT WE HAVE AN ENTIRE TEAM THAT'S A DEDICATED SPECIFICALLY TO THE CITY.

SO KELLY OUR PRESIDENT AND CEO HE'S A REAL ESTATE PROFESSIONAL.

HE HELPS ON EVERY PROJECT AT A STRATEGY LEVEL.

SO CARY HAS BEEN INVOLVED SINCE THE START OF THE PROCESS MAKING SURE THAT RETAILERS FIT, MAKING SURE WE USE THE RIGHT DATA AND THEN WE HAVE A SUPPORT TEAM THAT WAS OUR DIRECTOR OF RESEARCH AND DEVELOPMENT WHO MANAGES ALL OF OUR DATA AND MAKE SURE THAT WE HAVE THE MOST UP-TO-DATE DATA FOR THE COMMUNITY AND IN OUR DIRECTOR OF FINANCE WHO HOPES OF PROJECT MANAGEMENT AND MAKE SURE WERE SEEN ON TRACK WITH THE PROJECT.

SO THE KEY TAKE AWAY OUTSIDE OF MYSELF YOU HAVE A DEDICATED TEAM AND AS CARL SAID WE ACT AS AN EXTENSION OF YOUR TEAM.

WE SEE OURSELVES AS AN EXTENSION OF THE ECONOMIC DEVELOPING TEAM, THE CITY TEAM, AND IT WORK WITH THEM AS CLOSELY AS WE CAN SO WHEN CARL OR KEVIN HAVE QUESTIONS OR THEY NEED US TO PUT TOGETHER CUSTOM DATA FOR A RETAILER OR POTENTIAL DEVELOPER, WE WORK WITH THEM CLOSELY AND MAKE SURE WERE GETTING ALL THAT STUFF PUT TOGETHER THAT WERE HELPING THE CITY GO OUT AND GET THOSE RETAILERS.

LITTLE BIT OF BACKGROUND ON THE TIMELINE, WE STARTED THIS PROJECT IN 2020 WHICH BY ALL ACCOUNTS WOULD BE THE WORST TIME POSSIBLE TO START A PROJECT LIKE THAT.

IF YOU LOOK AT IT THAT WAY.

YOU WILL SEE TO THE DATA I THINK THERE IS SOMETHING REALLY OPTIMISTIC ABOUT WHAT WE HAVE SEEN THROUGH THAT TIMELINE.

DOING IT RETAIL RECRUITMENT THROUGH COVID YOU WOULD EXPECT THAT HE WOULD GET A LOT OF NO OR YOU WOULD NOT HAVE TRACTION AT ALL.

BUT WE ACTUALLY HAD A LOT OF TRACTION FOR THE CITY DURING WHEN THE WORST TIMES POSSIBLE FOR RETAIL RECRUITMENT.

I THINK THAT SAYS A LOT ABOUT THE MARKET AND A LOT ABOUT THE OPPORTUNITY COMING OUT OF COVID, AS WELL.

WE HAVE BEEN ABLE TO COUPLE SHALLOT, A LOT MORE THAN WE THOUGHT WE WOULD DURING THE PANDEMIC AND AGAIN THAT MAKES US REALLY OPTIMISTIC ABOUT WE WERE GOING.

A FEW KEY OBJECTIVES THAT WE HAVE FOR OUR WORK WITH THE CITY, THE FIRST WAS TO COME IN AND HELP UNDERSTAND THE RETAIL MARKET.

THERE ARE A LOT OF PERCEPTIONS THAT PEOPLE HAVE ABOUT THE INDIO MARKET THAT

[00:10:04]

ARE NOT ACTUALLY TRUE AND THERE'S PERCEPTIONS ABOUT WHO IS IN THE MARKET WITH THAT CUSTOMER LOOKS LIKE.

WE WENT ABOUT CUSTOMIZED DATA TOGETHER TO HELP EITHER VALIDATE OR BREAK THOSE ASSUMPTIONS TO REALLY HELP DEFINE WHAT THAT MARKET IS SO WE CAN GO SELL THAT TO RETAILERS AND ULTIMATELY DEVELOPERS, AS WELL.

WE WANT TO IDENTIFY RETAIL LEAKAGE SO WHERE PEOPLE GOING WHEN THEY'RE LEAVING THE MARKET, WHERE ARE THEY LEAVING THE MARKET TO GO GET OTHER PLACES WHETHER IT IS SERVICES OR EATING IN OTHER MARKETS.

ULTIMATELY FINDING A NEW RETAIL OPPORTUNITIES.

SO CATEGORICALLY WHERE THIS OPPORTUNITY IN THE COMMUNITY BUT ALSO SPECIFICALLY SO WE PUT TOGETHER A LIST OF OVER 60 RETAILERS AND RESTAURANTS WE BEEN RETREATING TO THE COMMITTEE AND THE END GOAL IS TO GET THOSE RETAILERS THROUGH THE RECRUITMENT PROCESS.

SO THE WORK THAT WE HAVE COMPLETED TO DATE, THIS IS, WE HAVE AN EIGHT STEP PROCESS CALLED THE RETAIL 360 PROCESS.

TO DATE WE HAVE GOTTEN THROUGH THE FIRST SIX OF THOSE PHASES.

WE ARE ACTIVELY WORKING ON THE LAST FOUR PHASES.

THOSE ARE THE PHASES THAT ARE ONGOING THROUGHOUT THE PROCESS.

SO THOSE ARE ALWAYS IN THE WORK BUT WE START WITH THE RETAIL MARKET ANALYSIS SO

[00:15:07]

REALLY IDENTIFY WITH THE CORE MARKET IS, WHERE THERE IS REALLY YOUR CORE CUSTOMER, YOUR RETAIL TRADER.

WE DEFINE IT RETAIL OPPORTUNITIES FROM A DATA PERSPECTIVE SO QUITE PROBABLY BUT ALSO QUANTITATIVELY BE ABLE TO SAY WHO ARE THOSE ACTUAL RETAIL OPPORTUNITIES.

WE IDENTIFIED KEY DEVELPMENTS AND REDEVELOPMENT OPPORTUNITIES SO ALONG THE CORRIDOR LIKE 111, I DID FIND KEY SITES THAT WE THINK ARE GOOD FOR RETAIL FOR THE COMMUNITY.

WE IDENTIFIED RETAILERS AND DEVELOPERS WE PUT TOGETHER SOME MARKETING MATERIALS WITH ICICLE PROMOTIONAL MATERIALS FOR THE AVAILABLE SITES IN THE COMMUNITY.

THERE'S OTHER MARKETING INITIATIVES HAPPENING SO WORKING WITH BROOKE AND NORTHSTAR IN OUR MARKETING IS REALLY MORE FOCUSED TOWARDS RETAILERS FOR SPECIFIC SITES IN TOWN FOR EXAMPLE THE SIZZLER THAT'S AVAILABLE.

TO CONNECT DATA AND MARKETING AND PROMOTING THAT SITE TO TRY TO GET A RESTAURANT IN THERE.

FROM THERE, RECRUITMENT SO WE ACTUALLY HAVE BEEN RETREATING RETAILERS AND DEVELOPERS FOR THE LAST YEAR.

WE ALSO ARE CURRENTLY WORKING ON A DOWNTOWN REVITALIZATION PROCESS.

WE EXIT A MEETING THIS MORNING WITH THE BREWERY THAT'S INTERESTED IN DOWNTOWN AND HAD SOME GOOD CONVERSATIONS ABOUT SOME CITY ON SITES DOWNTOWN IS OVERLY FOCUSED ON WHERE THERE IS OPPORTUNITY FOR SPECIFIC RETAILERS OR RESTAURANTS AND TRY TO FOCUS ON DOWNTOWN AND SPECIFIC OPPORTUNITIES.

[00:20:06]

AND THEN ONGOING COACHING AND SUPPORT WHICH IS REALLY JUST RUNNING REPORTS AND DATA AND THEN HELPING WITH CONFERENCES.

SO WE ARE STILL IN THE PROCESS AND ACTIVELY WORKING THROUGH EACH OF THOSE ONGOING PHASES.

I MENTIONED THE RETAIL MARKET ANALYSIS WHEN WE COME INTO A COMMUNITY WE LOOK AT ULTIMATELY WHAT YOUR RETAIL TRADER IS.

A LOT OF COMMUNITIES WILL ACTUALLY UNDERESTIMATE WHAT THEIR RETAIL TRADER AREA IS THERE A LOOK AT THEIR CITY LIMITS.

LOOK WHAT THEIR CITY POPULATION IS FOR PURPOSES OF INDIO A LOT OF PEOPLE LOOK AT YOU AS A COMMUNITY OF 90,000 OR JUST UNDER 100,000 SO THEY WILL LOVE YOU AND WITH THOSE OF COMMUNITIES OR YOU WILL HAVE RETAILERS OR SITE SELECTORS WE USE COMPUTER MODELS TO IDENTIFY WHAT YOUR RETAIL TRADE AREA IS.

THOSE ARE ESSENTIALLY RADIALS OR DRIVE TIMES.

THEY WILL PUT A FIVE MILE RADIAL ON A MAP AND SAY WHAT IS THE POPULATION WITHIN FIVE MILES.

WHEN YOU DO THAT AND SPECIFICALLY WITH THE COMMUNITY LIKE INDIO YOU ARE UNDERSELLING THE MARKET.

[00:38:07]

SO THE FIRST PART OF OUR MARKET ANALYSIS IS TO A JENNIFER WHAT YOUR ACTUAL

[00:38:09]

RETAIL TRADE AREA IS.

[00:38:10]

THE WAY WE DO THAT IS WE USE CELL PHONE DATA.

WE HAVE THE ABILITY TO TRACK GPS DATA FROM CONSUMER CELL PHONES SO WE GEO FENCE KEY LOCATIONS IN TOWN SO YOUR TOP RETAILERS AND RESTAURANTS WE CAN ACTUALLY TRACK FOOT TRAFFIC AND SEE WHO IS COMING INTO AND OUT OF THOSE ACTUAL RETAIL LOCATIONS.

HOW FREQUENTLY THEY ARE COMING, WHERE THEY LIVE, WHERE THEY WORK AND WE CAN REALLY USE THAT DATA TO PUT TOGETHER A CORE PROFILE FOR THE COMMUNITY AND THAT IS REALLY IMPORTANT BECAUSE IT HELPS US GO OUT AND PAINT THAT BETTER PICTURE AND REALLY PAINT THE BEST LIGHT OF WHAT THAT RETAIL TRADE AREAS.

SO REALLY HAVING THAT DATA AND LEVERAGING THAT TO SAY WE KNOW WITHIN 99 PERCENT ACCURACY WHERE PEOPLE ARE COMING FROM TO SHOP AND DINE IN THE COMMUNITY AND THAT IS REALLY IMPORTANT BECAUSE PREVIOUSLY YOU HAVE NOT HAD THAT DATA.

IT'S A LITTLE SCARY, THERE'S A LOT OF PERSONAL PROTECTION BUILT IN THEIRS WE CANNOT TRACK ANYONE INDIVIDUALLY IF YOU'RE LOOKING AT SAYING THAT IT HAS THAT BIG BROTHER FEEL TO IT.

IT REALLY IS STATE-OF-THE-ART TECHNOLOGY THAT TARGET A LOT OF FORTUNE 500 RETAILERS HAVE ACTUALLY STARTED USING THE SAME PLATFORM WE ARE USING WHEN THEY DO THEIR NEW STORE SITE SELECTION.

IT PUTS US IN THE TOP LEVEL OF STATISTICAL CONFIDENCE WHEN LOOKING AT MARKET IT HELPS US SELL IT AND HELPS US GET INTEREST.

WE ACTUALLY HAD RETAILERS REACH OUT TO OUR RECRUITMENT PROCESS THAT HAVE CEMENTED IT AND SAID WOW WE HAD NO IDEA.

WE ASSUMED THEY DID NOT LOOK ANYTHING LIKE THE WEST VALLEY AND OUR DATA HASN'T CHANGED THEIR MINDS AND GET THEM INTERESTED IN LOOKING AT SITES.

THE KEY TAKE AWAY IS OR USING THE BEST DATA, MOST ACCURATE DATA POSSIBLE, TO REALLY PAINT AN ACCURATE PICTURE OF INDIO AND CHALLENGE THE ASSUMPTION OR PERCEPTIONS THAT PEOPLE HAVE OF THE MARKET AND MAKE SURE THAT THEY KNOW HOW MUCH OPPORTUNITY IS HERE.

SO DOING THAT, WE ALSO DO A COUPLE OF THINGS.

WE LOOK AT THE SPECIFIC RETAILERS AND RESTAURANTS TO SEE WHERE THE FOOT TRAFFIC IS COMING FROM.

WE ALSO DO A ZIP CODE ANALYSIS WE LOOK AT SPECIFIC MARKETS THAT PEOPLE ARE COMING FROM.

THE MAP THERE ON THE SCREEN IS AN EXAMPLE OF WHAT WE DID FOR SHOPPERS AT INDIO TOWN CENTER.

AND THAT IS SHOWING PEOPLE PEOPLE MADE AT LEAST 3 TO 4 TRIPS TO INDIO TOWN CENTER OVER THE LAST 12 MONTHS.

SO WE ARE ABLE BUT WERE ABLE TO DO IS PINPOINT WHERE THOSE MARKETS ARE AND THEY CUT CUSTOMERS ARE COMING FROM.

THE TOP SIX IT'S HARD TO SEE BUT IF YOU LOOK AT WHERE THOSE CUSTOMERS ARE COMING FROM YOU HAVE A OUPLE OF ZIP CODES THEREFORE INDIO IT'S ABOUT 8 TO 9 PERCENT OF THAT TRAFFIC.

A LITTLE OVER FOUR PERCENT ALMOST 5 PERCENT COMING FROM COACHELLA.

YOU HAVE A TRAFFIC COMING FROM LA QUINTA.

AND THEN OTHERS FROM A CATHEDRAL CITY.

THAT DATA IS IN PART BECAUSE IT HELPS US PROVE OUT THE ACTUAL MARKET PEOPLE ARE COMING FROM.

BETWEEN THE AGGREGATE DATA THAT WE HAVE ON A SPECIFIC HOUSEHOLDS AND KNOWING WHERE PEOPLE LIVE BETTER COMING TO THE MARKET WHEN WE HAVE THAT ZIP CODE PROFILE AND THEIR IT REALLY HOPES IS PAINT THAT COMPLETE PICTURE OF A REGIONALLY WHERE YOU'RE PULLING PEOPLE FROM.

WHAT WE ARE ABLE TO DO WITH THAT IS HANDED DRAW YOUR RETAIL TRADE AREA.

THERE IS TWO SHAPES ON THE MAP YOU SEE THERE.

ONE SOLID BLUE OUTLINE.

THE BLUE OUTLINE IS THE CITY LIMITS AND THEN THE DARK SHADED BLUE AREA WITH THE WHITE OUTLINE ON IT IS WHAT WE CALL YOUR PRIMARY RETAIL TRADE AREA.

[00:40:01]

WE WERE ABLE TO PLOT ALL THE CELL PHONE DATA, GO INTO THAT AND ACTUALLY HANDED DRAW ON THE MAP BASED ON WHERE THERE WAS A CRITICAL MASS WHERE PEOPLE ARE COMING INTO AND OUT OF TOP LOCATIONS IN TOWN.

THESE ARE PEOPLE THAT WE CONSIDER YOUR CORE CUSTOMER, THAT PRIMARY RETAIL TRADE AREA IS WHAT A RETAILER OR RESTAURANT WOULD CONSIDER THEIR WEEKLY TRAFFIC.

THAT'S WHERE THE CAN MAKE THE MOST MONEY FROM AND THAT'S WHERE THEIR CORE CUSTOMER LIVES.

WHEN WE DO THAT, IT REALLY PAINTS A GREAT PICTURE OF THE COMMUNITY.

I WAS TELLING CARL EARLIER THE DATA IS ACTUALLY BETTER THAN I THOUGHT IT WOULD BE FOR THE COMMUNITY WHICH IS A REALLY GOOD THING TO SEE.

WHEN WE LOOK AT THEM THE KEY THINGS THAT WE SAW HERE WHEN WE LOOK AT POPULATION IF YOU LOOK AT THE CITY ON A MAP OR USING IT RADIALS YOUR TO BE IN THAT 90 200,000 POPULATION BECAUSE YOU DON'T HAVE A TON OF COURT DENSITY, IT JUST DOESN'T WORK THE WAY THEY RUN THE MODELS TO REALLY PAINT THE BEST PICTURE.

THE PRIMARY RETAIL TRADE AREA IS OVER 200,000, AND PUTS IT YOU IN THAT 205,000 RANGE.

THE REASON THAT'S IMPORTANT IS BECAUSE RETAILERS HAVE THRESHOLDS OF POPULATIONS THEY NEED FOR RETAIL TRADE AREAS.

SO A LOT OF RETAILERS WILL SAY WE NEED 100,000 PEOPLE IN OUR TRADE AREA OR NEED 100,000 PEOPLE IN OUR TRADE AREA.

THERE'S A LOT OF PEOPLE THAT HAVE THAT 200,000 THRESHOLD SPECIFICALLY IN THIS REGION AND MARKETS AND SIMILAR TO INDIO.

SO A LOT OF RETAILERS AND RESTAURANTS THAT PREVIOUSLY WOULD NOT LOOK AT THE MARKET THEY WOULD LOOK AT IT AND SAY, THEIR PREPARATION OF 90,000 OR THEIR TRADE AREA MIGHT HAVE ONE UNDER 25,000.

THIS HELPS US GET OVER THAT HURDLE SO WE CAN GET A FOOT IN THE DOOR WITH SOME OF THOSE RETAILERS THAT ARE UP IN THAT 200,000+ RANGE.

A LOT OF THOSE RETAILERS WHEN HAVE SEEN A STATE AHEAD FAVORABLE RESPONSES.

THAT SOMETHING HAS BEEN POSITIVE IS GETTING PAST THAT HURDLE TO LEASE GET TO THOSE DECISION-MAKERS AND THEN ULTIMATELY GET FEEDBACK FROM THEN ON THE MARKET AND WE'VE ACTUALLY HAD A FEW FAST CASUAL RESTAURANTS THAT HAVE COMMITTED TO THE MARKET.

WE ARE EXCITED ABOUT THAT.

THE DATA HAS BEEN PIVOTAL IN GETTING PEOPLE TO COMMIT AND SUBMIT AN LOI ON A SPECIFIC SITES IN TOWN.

THAT HAS BEEN HUGE.

THE OTHER ASPECTS WE FOUND INTERESTING THERE SEEMS TO BE A PERCEPTION OF INDIO THAT YOU SHARE SOME CHARACTERISTICS OF WEST VALLEY BUT THAT NOT OF OTHERS.

THEY TYPICALLY THINK YOUR INCOME IS LOWER THAN THE REST OF THE VALLEY AND THAT YOUR POPULATION IS A LITTLE OLDER AND OF LIKE THE OTHER SIDE OF WEST VALLEY.

ONE OF THE THINGS WE FOUND IS YOU ACTUALLY HAVE STRONG DEMOGRAPHICS.

WHEN YOU LOOK AT THAT PRIMARY RETAIL TRADE AREA INSTEAD OF THE CITY LIMITS YOU ACTUAL CONSUMER THOSE DEMOGRAPHICS ARE PRETTY STRONG AND ARE ACTUALLY PRETTY DIVERSE, WHICH IS ALSO HELPFUL.

SO YOU DON'T HAVE ONE TYPE OF CUSTOMER IN THE COMMUNITY YOU ACTUALLY HAVE MULTIPLE TYPES OF CUSTOMERS IN THE COMMUNITY AND THEN COLLECTIVELY AT THAT RETAIL TRADE AREAS THOSE DEMOGRAPHICS ARE PRETTY STRONG.

ONE THING THAT CAUGHT ME OFF GUARD WAS HOW YOUNG THE POPULATION EXCUSE.

YOU ACTUALLY WHEN I LOOK AT THIS DATA WHEN I WAS DOING SITES ELECTION FOR RETAILER THE DATA SHOWS ME OF A STRONG PUBLISHING OF YOUNG FAMILIES WHICH IS A GOOD THING THAT RETAILERS COULD BE LOOKING FOR.

IF YOU HAVE KIDS RETAILERS LOVE KIDS BECAUSE THEY HAVE CONTINUALLY BY THINGS, NEW SCHOOL STUFF, NEW SPORTING GOOD STUFF, YOUR AGENT JUST REGION WORKS REALLY WELL AND PAINTS YOU AS THAT FAMILY DRIVEN ENVIRONMENT SPECIFICALLY IN THE VALLEY.

WERE ACTUALLY TRYING TO RECRUIT A FAMILY ENTERTAINMENT CONCEPT TO MOVE TO TOWN AND THE FAMILY ENTERTAINMENT CONCEPT HAS COME BACK AND SAID WE DON'T HAVE A FRANCHISEE RIGHT NOW BUT WE COULD ACTUALLY LIMIT COME TO THE VALLEY WERE GOING TO INDIO BECAUSE WE NEEDED IT BE IN THE FAMILY DRIVEN ENVIRONMENT THEY HAVE THE DEMOGRAPHICS THAT WORK FOR US.

IT'S GREAT TO SEE THE DATA THAT YOU HAVE A YOUNG FAMILY AND IT'S A FAMILY DRIVEN COMMUNITY BUT IT'S NICE TO SEE THAT RETAILERS SEE THAT, AS WELL.

THAT'S REALLY GOOD TO BE ABLE TO PAINT THAT PICTURE AND THEN HAVE THOSE RETAILERS IDENTIFY THAT, AS WELL.

THE OTHER AVERAGE HOUSEHOLD INCOME IT WAS PUSHED UP TO ABOUT UNDER 85,000.

MEDIUM HOUSEHOLD INCOME IS ABOUT 55 OR 56,000.

AND THOSE ARE GOOD NUMBERS.

THOSE ARE NOT THE HIGHEST IN THE REGION BUT THEY DON'T NEED TO BE THE HIGHEST IN THE REGION.

NEED TO HIT CERTAIN THRESHOLDS AND TYPICALLY IF YOU'RE OVER THAT 50,000 MEETING IN EUROPE OVER 75,000 AVERAGE HOUSEHOLD THAT'S CAN APPEAR WELL WITH THAT 200,000 POPULATION AND HELPS US PAINT A STRONG PICTURE WITH THOSE RETAILERS AND DEVELOPERS.

REALLY GOOD NUMBERS ESPECIALLY WHEN WE LOOK AT ALL THE THINGS THAT RETAILERS LOOK AT.

THEY TYPICALLY WILL DIAGNOSTICALLY WORK THROUGH A COMMUNITY AND THEY WILL START WITH POPULATION.

DOESN'T PUBLISHING BE ART THRESHOLD? CHECK DOES HOUSEHOLD INCOME? CHECK WHAT YOU AGE PROFILES LOOK LIKE? THAT'S GOOD BECAUSE FROM ALL STANDARDS WE SEE AND RETRACT, YOU ARE HITTING EACH ONE OF THOSE BOXES.

WHICH IS A GREAT SIGN.

SO THAT WAS YOUR PRIMARY RETAIL TRADE AREA.

WE LOOK TO A LARGER AREA CALLED THE SECONDARY RETAIL TRADE AREA.

THAT'S WHERE WE WOULD CONSIDER YOUR MONTHLY TO ANNUAL SHOPPER.

THESE ARE SHOPPERS THAT ARE GOING TO COME INTO THE COMMUNITY NOT NECESSARILY ON A DAILY, WEEKLY OR MONTHLY BASIS BUT IF THEY NEED TO COME IN FOR ENTERTAINMENT, SO IF THERE'S OPPORTUNITIES FOR THEM TO COME IN TO DO FAMILY ENTERTAINMENT OR MAYBE SEE A MOVIE, GO TO DINNER SOMEWHERE OR IF THEY'RE GOING TO BUY BIGGER TICKET ITEMS LIKE A CAR PURCHASE, AT THE GONNA COME OUT AND BUY A VEHICLE OR AN AUTOMOBILE.

SO THAT AREA IS A LOT LARGER BECAUSE WE DON'T NEED THE HIGH LEVEL OF FREQUENCY OF HOW MANY TIMES THEY ARE SHOPPING IN THE COMMUNITY.

SO THAT PUSHES YOU UP OVER THE 300,000 RANGE ANSWER AT 317,000 AND THE OPTIMISM WE HAVE ABOUT THAT SECONDARY RETAIL TRADE AREA IS THAT IS PRETTY LARGE.

IT OPENS A DOOR FOR THOSE REGIONAL RETAILERS AND DIFFERENT CONCEPTS.

BUT ON BOTH OF THOSE PRIMARY AND SECONDARY TRADE AREAS WE ACTUALLY WERE PRETTY CONSERVATIVE.

SO WE TRY TO BE AS CONSERVATIVE AS POSSIBLE WITH THE DATA WERE USING BECAUSE WHEN YOU TRACK FOOT TRAFFIC IN THOSE VISITS YOU CAN ACTUALLY START TO BALLOON THOSE TRADE AREAS PRETTY BIG AS YOU CAN SEE WHERE ALL THE TRAFFIC IS COMING FROM.

EVEN MORE CONSERVATIVE WE CAN PROBABLY EXTEND THESE TRADE AREAS BY 5 TO 10 PERCENT ON EACH ONE BUT WE DON'T HAVE TO WHICH IS A GREAT SIGN.

IT MEANS WE CAN BE PRETTY CONSERVATIVE WITH THE DATA AND STILL SHOW THE STRENGTH AND THE NUMBERS THAT WE NEED TO THOSE REALLY TAYLOR'S.

IT'S REALLY GOOD SIGN FROM A DATA PERSPECTIVE.

IT PAINTED A PICTURE OF THE COMMUNITY AND HELPS US GO OUT AND RECRUIT THOSE RETAILERS.

WE ALSO LOOKED AT PSYCHOGRAPHICS.

IF YOU NOT HEARD THE TERMINOLOGY PSYCHOGRAPHICS IS BASICALLY WHAT WE CALLED DEMOGRAPHICS ON STEROIDS.

THE DEMOGRAPHICS TELLS US WHO IS IN THE COMMUNITY AND WHAT THEY LOOK LIKE.

PSYCHOGRAPHICS TELL US WHAT THEY DO SO WITH THEIR PURCHASE PREFERENCES ARE, WHAT CATEGORIES THEY FIT INTO EITHER SOCIOECONOMICALLY OR FROM A CONSUMER SPENDING PERSPECTIVE.

THE GOOD NEWS HERE IS YOU HAVE A LOT OF DIFFERENT WHAT WE CALL LIFE MODE GROUPS.

SO WE USE ESRI IS BASICALLY THE OLD STANDARD FOR RETAIL DATA WE USE THEIR TAPESTRY SEGMENTATION MODEL AND WE LOOK AT THESE MICRO GROUPS AND THE REASON THIS IS IMPORTANT IS BECAUSE MOST RETAILERS IN THE SAME WAY THEY HAVE POPULATION LIMITS AND OFFICIALS THEY LOOK FOR, THEY HAVE A CERTAIN CONSUMERS THEY LOOK FOR, AS WELL.

THIS HELPS US PINPOINT THOSE AND MAKE SURE WE CAN SHOW THEM THAT THE RIGHT TO CONSUMER IS IN THE MARKET.

THIS IS A LITTLE HARD TO SEE BUT IF YOU LOOK AT THE SLIDE YOU CAN SEE SOME OF THE CATEGORIES OF THEIR.

WITHIN THAT WHITE AREA IS GOING TO BE THE RETAIL TRADE AREA, THAT WHITE OUTLINE IS YOUR PRIMARY RETAIL TRADE AREA.

SO YOU CAN SEE PRETTY GOOD MIX OF COLORS IN THERE.

THE TOP CATEGORY THAT YOU HAVE IS ACTUALLY THE LIGHTER PURPLE, FUCHSIA COLOR, WHICH IS WHAT WE CALL ETHNIC ENCLAVES.

IT IS MIDWAY DOWN THE CHART ON THE LEFT IT IS L7.

THAT'S 50 PERCENT OF YOUR POPULATION.

THAT GROUP I THINK IS A PRETTY INDICATIVE OF THE HISTORIC POPULATION OF INDIO.

MOSTLY HISPANIC, YOUNGER FAMILIES.

THEY LIVE IN HOUSEHOLDS THAT ARE EITHER SINGLE FAMILY HOUSEHOLDS OR MULTIGENERATIONAL HOUSEHOLDS.

THAT'S THE SAME WITH THAT DARKER PURPLE COLOR, THE NEW WAVE OF 13 MAKES UP 16 PERCENT OF THE POPULATION.

THAT IS WHAT WE WOULD EXPECT TO SEE AND INDIO GIVEN THE HISTORY OF THE COMMUNITY AND GIVEN THE GROWTH OF THE POPULATION.

BUT WE STARTED TO SEE IS THAT IS SHIFTING AWAY FROM HOW MUCH OF THE MAJORITY OF THE COMMUNITY HAS BEEN IN THE PAST AND SO YOU POCKETS AND THEIR OF SOMEBODY'S OTHER LIFE MODE GROUPS.

SO WHEN WE LOOK AT SOME OF THE OTHERS THAT ARE IN THEIR YOU CAN SEE SOME OF THE PINK AND THE LIGHT BLUE COLORS IN THERE.

THE LIGHT BLUE COLOR THERE IS WHAT WE CALL MIDDLE GROUND.

THAT'S ABOUT EIGHT PERCENT OF THE POPULATION.

[00:45:02]

THOSE ARE TO BE YOUNG URBANITES AND PEOPLE THAT ARE COMING OUT TO THE SUBURBS.

THEY'RE GOING TO BE A LITTLE YOUNGER, LOOKING TO START FAMILIES, IN SOME CASES THEY MIGHT BE SINGLE.

AND THEN YOU HAVE A IX IN THEIR OF A COUPLE DIFFERENT OTHER GROUPS LIKE SENIOR STYLES.

IF YOU CAN SEE AS YOU MOVE WEST YOU START TO SEE A LOT OF THE POPULATION AND THAT SENIOR STYLES CATEGORY.

A LOT OF THAT'S GOING TO BE PEOPLE THAT ARE EITHER RETIRED OR THEY HAVE VACATION HOMES BUT THE GOOD THING ABOUT THIS BREAKDOWN AND WHAT WE SEE ON THIS MAP IS THAT IT SHOWS THAT YOU HAVE DIVERSITY IN THE COMMUNITY AND THAT YOU SKEW TOWARDS YOUNGER FAMILIES WHICH IS REALLY GOOD BECAUSE THAT'S AGAIN WHAT RETAILERS ARE LOOKING FOR.

JUST TO GIVE YOU AN EXAMPLE OF SOME OF THE PROFILES FOR THOSE TOP THREE THIS IS FOR LESS COST US WHICH IS YOUR HIGHEST GROUP IN THE LIFE MODE SEGMENT.

IF YOU LOOK AT MARKET PROFILE THEIR MEDIAN AGE IS LATE 20S.

SO 28.3 RELATIVELY LOW MEDIUM HOUSEHOLD INCOME.

TYPICALLY IN THE U.S.

THERE IS 912,000 OF THOSE HOUSEHOLDS SO THEIR PRETTY CONCENTRATED A LOT OF THOSE HOUSEHOLDS IN SOUTHERN CALIFORNIA.

IF YOU LOOK AT SOME OF THE THINGS THEY PURCHASE YOU SEE THAT PURCHASER REFLECT PERSONAL STYLE, APPAREL, PERSONAL CARE PRODUCTS.

THE FAMILIES ARE AFFECTED IN PURCHASE AND WELL LIKE CHILDREN'S APPAREL AND BABY PRODUCTS.

THE GREAT SIGN FOR TRADITIONAL RETAILERS IS LOOKING FOR PEOPLE TO HAVE THIS YOUNG FAMILIES THAT ARE PURCHASING THOSE BABY PRODUCTS AND AT CHILDREN'S APPAREL.

THOSE ARE THE TYPE OF DATA SETS THAT WE LIKE TO SEND THOSE RETAILERS BECAUSE IT AFFIRMS WHAT THEY'RE LOOKING FOR IN THOSE MARKETS.

THE NEXT CATEGORY IS 70 THAT'S ETHNIC ENCLAVES AMERICAN DREAMERS.

THAT MEDIAN AGE IT'S IN THE EARLY 30S.

MEDIUM HOUSEHOLD INCOME SHOOTS UP A LITTLE BIT TO 50,000.

AND ULTIMATELY THESE, THE AVERAGE HOUSEHOLD SIDE IS A 3.19.

TYPICALLY A MARRIED COUPLE WITH THE CHILD OR YOU MIGHT HAVE A MULTIGENERATIONAL FAMILY.

WE HAVE PARENTS, A CHILD THAT'S MOVED BACK AND THAT'S IN THEIR EARLY 30S.

BUT TYPICALLY YOU CAN SEE THE FAMILIES REPRESENTED THERE, AS WELL.

SO YOU SEE YOUNG FAMILY CONSUMER WHO IS FOCUSED ON GROWING WHETHER IT'S IN THEIR CAREER, GROWING THEIR FAMILY, THEY TYPICALLY WHEN THEY DINE OUT THEY LIKE TO GO TO FAST FOOD AND FAST CASUAL RESTAURANTS SO YOU WILL SEE THAT.

YOU'LL SEE A LOT OF PLACES ON THEIR THEY HAVE IN TOWN SO LIKE TACO BELL, LITTLE CAESARS, FAMILY FRIENDLY RESTAURANTS LIKE OLIVE GARDEN, DENNY'S AND IHOP.

YOU WILL SEE A LOT OF THAT IN YOUR STILETTOS RETAILERS AND RESTAURANTS ALREADY IN THE COMMUNITY.

THE THIRD GROUP IS THE UP-AND-COMING FAMILIES.

AND THOSE ARE A LITTLE HIGHER IN TERMS OF HOUSEHOLD INCOME.

DURING THE EARLY 30S RATE AGE BRACKET YOU'LL SEE A LOT OF YOUNG FAMILIES THAT YOUNGER DEMOGRAPHIC.

THEY HAVE A LOT OF THE SAME MARKET PROFILES BUT THEY LIKE TO DRIVE SUVS, THEY CARRIED SOME DEBT ON THE CREDIT CARDS BUT THEY ALSO MAINTAIN REQUIREMENT PLANS AND THEY PURCHASE FAMILY GOODS AND HOME IMPROVEMENT GOODS, AS WELL.

THOSE ARE THINGS THOSE RETAILERS LOOK FOR JUST ALL OF THAT POINTS BACK TO THE OVERALL GOAL IS DO WE HAVE A MARKET THAT WE CAN GO MARKET TO RETAILERS AND THE ANSWER IS, YES? ALL THAT DATA POINTS IN THE RIGHT DIRECTION AND WERE CHECKING ALL THE BOXES THAT THE RETAILERS AND RESTAURANTS ARE LOOKING FOR.

SO GETTING OUT OF THE SUPER DETAILED DATA FOR A SECOND.

THIS IS A QUICK INFO GRAPHIC WE PUT TOGETHER.

WE WORKED ON PUTTING TOGETHER A VERSION WE CAN SHARE PUBLICLY, BREAK AND/OR START CAN GET SOME VALUE OF IT AS WELL FOR MARKETING EFFORTS.

THIS IS A MARKET PROFILE OF THE INDIO CONSUMER.

WHEN WE LOOK AT THE INDIO CONSUMER THE AVERAGE INDIO CONSUMER DOES NOT ACTUALLY LIVE IN AND INDIO.

THEY LIVE IN INDIO, COACHELLA OR LA QUINTA.

THE AVERAGE AGE THEY ARE ACTUALLY MORE LIKELY TO BE A MILLENNIAL OR GENESEE THAT THEY ARE OLDER GENERATION.

WHICH IS A RELATIVELY NEW SHIFT.

SO LOOK AT THOSE GRAPHICS THAT YOU CAN SEE 24.9 PERCENT ARE GEN Z, 28 PERCENT ARE MILLENNIAL'S AND THEN SOME THOSE OLDER GENERATIONS HAVE COME DOWN A BIT.

SO GEN X IS 16.9 AND JANET B IS 9.6.

SO YOU REALLY HAVE A GOOD MIX THAT'S GOING TO THAT YOUNGER SIDE.

SO THE LIKELY TO BE EMPLOYED AS PROFESSIONAL AND PROFESSIONAL ROLE.

55 PERCENT OF THAT TRADE AREA PUBLISHING IS A WHITE-COLLAR WORKER.

24 PERCENT ARE BLUE COLOR AND THEN AT 21 PERCENT OUR SERVICES.

THE 9.1 PERCENT UNEMPLOYMENT RATE WE FEEL LIKE IS A LITTLE HIGH.

I THINK THAT DATA WE NEED TO POST MORE DATA FOR THAT.

I THINK THAT HAS BEEN SKEWED A LITTLE BIT WHEN WE UPDATED THE DATA INPUT AND COVID NUMBERS AS WELL.

I THINK THAT TRUE ON EMPLOYMENT NUMBER IS A LITTLE LOWER THAN THAT BUT TYPICALLY IN THIS CONSUMER PROFILE WHEN RETAILERS ARE LOOKING AT THAT MIX THAT YOU HAVE UNEMPLOYMENT SCALE IS GOOD THAT IS WHAT RETAILERS ARE LOOKING FOR BECAUSE YOU HAVE SOME MIX OF AN ENTIRE SPECTRUM OF SERVICE WORKERS AND HOURLY WORKERS ALL THE WAY UP TO THOSE WHITE-COLLAR AND EXECUTIVE ROLES.

SO THAT IS A GOOD SIGN.

IN TERMS OF EXPENDITURES THEIR ANNUAL LIFESTYLE EXPENDITURES ON AVERAGE ARE IN LINE OR SLIGHTLY ABOVE WHAT THE REGIONAL AND NATIONAL AVERAGES ARE ON THOSE ANNUAL EXPENDITURES.

THAT IS A GOOD SIGN.

THE SAMPLING THERE IT JUST SHOWS THE CATEGORIES THAT THEY TEND TO FOCUS ON WHEN YOU LOOK AT THAT LARGER BREAKDOWN OF THEIR ANNUAL EXPENDITURES YOU WILL SEE THEY SKEW HEAVILY ON FAMILY ENTERTAINMENT, FAMILY OUTINGS, TRAVEL AND THEN A LOT OF THE FOOD COMPONENTS, AS WELL.

IT'S IN LINE WITH WHAT WE ARE SEEING ON ALL THE DEMOGRAPHICS AND THE PSYCHOGRAPHIC DATA, AS WELL.

ANY QUESTIONS SO FAR BEFORE I JUMP INTO DEMAND? OKAY, GOOD.

THAT RETAIL MARKET PROFILE IS REALLY WHAT SETS THE STAGE FOR US TO GO OUT AND IDENTIFY WHERE WE HAVE A RETAIL OPPORTUNITY.

SO WE KNOW THERE IS 200,000+ IN THAT RETAIL TRADE AREA THE NEXT STEP IS TO DEFINE WHERE THERE IS ACTUALLY OPPORTUNITY FOR RETAIL.

SO THE WAY WE DO THAT AS WE LOOK AT TWO DIFFERENT THINGS.

WE LOOK AT YOUR RETAIL DEMAND AND THAT IS ULTIMATELY WHERE THERE IS A PROJECTED DEMAND IN THE MARKET OVER THE NEXT FIVE YEARS.

SO WHERE IS THEIR PROJECTED GROWTH OVER THE NEXT FIVE YEARS? AND THEN WE LOOK AT RETAIL LEAKAGE.

WHERE ARE PEOPLE LEAVING, WHERE ARE THEY GOING TO GET OUTSIDE THE MARKET? YOU HAVE A LOT OF GOOD POSITIVE PROJECTED DEMAND, MOST CATEGORIES HAVE PROJECTED DEMAND GROWTH OVER THE NEXT FIVE YEARS.

WE HIGHLIGHTED A FEW HERE TO KIND OF TALK THROUGH SOME OF THE ONES WE HAVE SEEN WHERE THERE'S A LOT OF OPPORTUNITY.

YOU WILL SEE ON THE RIGHT COLUMN THERE THE ANNUAL GROWTH PERCENTAGE, ANYTHING OVER THREE PERCENT WE CONSIDER REALLY STRONG GROWTH OR PROJECT GROWTH.

ANYTHING OVER FOUR PERCENT IS A REALLY, REALLY STRONG PROJECT GROWTH.

ONE THING THAT IS INTERESTING IS ONE OF THOSE UP THERE WITH FOUR PERCENT OR FIVE PERCENT GROWTH IS A GAS STATIONS.

THAT IS ALWAYS INTERESTING BECAUSE THERE IS OPPORTUNITY THERE IF THERE'S A TAXABLE INCOME THERE BUT AT THE END OF THE DAY WE PROBABLY DON'T WANT TO RECRUIT A BUNCH OF NEW GAS STATIONS SPECIFICALLY TO CERTAIN PARTS OF THE COMMUNITY.

COUNCILMEMBER ORTIZ AND I WERE TALK ABOUT THAT THIS MORNING IN TERMS OF HOW WE PRIORITIZE AND ULTIMATELY WILL BE LOOK AT THIS LIST WHAT THIS HELPS US DO IS IDENTIFY THE CATEGORIES THAT HAVE THE MOST POTENTIAL FOR GROWTH AND A SPECIFICALLY AND INDIO.

THIS HELPS US PRIORITIZE AND IDENTIFY WHERE WE SHOULD INVEST TIME AND RESOURCES ON A RECRUITMENT PERSPECTIVE.

BUT BECAUSE SOMETHING IS UP THERE DOES NOT MEAN IT IS TOP PRIORITY.

SO GASOLINE STATIONS I THINK THERE IS OPPORTUNITY FOR THOSE SPECIFICALLY AND AT SOME OF THE STRATEGIC PLANS FOR SOME OF THESE CORRIDORS, I 10, 111.

BUT IS NOT SOMETHING TO BE PRIORITIZED.

IN TERMS OF PRIORITY, WE STUCK WITH FULL-SERVICE RESTAURANTS AND A LIMITED SERVICE RESTAURANTS.

THAT'S ONE OF THE THINGS WE ARE THE MOST IS WE NEED CASUAL SITDOWN RESTAURANTS.

AND THAT IS EVIDENT IN THE DATA BUT IT'S IMPORTANT FOR US TO MAKE SURE WE ARE PRIORITIZING THAT.

ONE OF THE THINGS WE TALKED ABOUT IS I THINK THERE IS ALSO AN OPPORTUNITY TO HELP RESIDENTS REALIZE THAT THEY ARE A LOT MORE CASUAL SITDOWN RESTAURANTS IN TOWN THAN THEY THINK THERE ARE.

WE WENT TO THE TAVERN LAST NIGHT I LIVING THERE WHEN I'M IN TOWN I THINK THERE'S A LOT OF RESTAURANTS IN TOWN THAT PEOPLE OVERLOOK.

ONE THING THAT'S HELPFUL FOR US AS WERE GONNA TRY TO BRING IN NEW RESTAURANTS.

IT JUST ENCOURAGING CITIZENS WHEN POSSIBLE WHETHER IT'S THROUGH THE MARKETING EFFORTS AND WITH THE MARKETING GROUP AND WHAT NORTHSTAR IS LOOKING ON BUT ENCOURAGE PEOPLE TO START EATING AT THE LOCAL ESTABLISHMENTS.

THEY MAY NOT BECAUSE IT'S NOT A NATIONAL RESTAURANT THEY MAY GO SOMEWHERE ELSE.

RETAILERS AND RESTAURANTS HAVE THE ABILITY TO PULL COMPETITOR SALES AND IT CERTAINLY RESTAURANTS VACANCY ALCOHOL SALES AND THEY CAN LOOK AT WHAT SOME OF THE OTHER PEOPLE ARE DOING.

SO IT'S HELPFUL WHEN THE EXISTING BASE OF RESTAURANTS IS DOING WELL.

SO THAT'S A SIDE NOTE THERE BUT WE ARE FOCUSED ON BRINGING IN A NEW CASUAL SITDOWN RESTAURANTS AND FULL-SERVICE RESTAURANTS BUT IT'S HELPFUL TO HAVE THAT EXISTING BASE REALLY DO WELL.

SO ENCOURAGEMENT THEIR UNHAPPY PEOPLE SHOP AND EAT LOCAL.

THE OTHER CATEGORIES THAT WE SEE AS PRIORITY ARE ELECTRONICS AND SOME APPLIANCE STORES.

THERE SOME NEW CONCEPTS THAT TRADITIONALLY BEST BUY AND A FEW OTHER CONCEPTS.

BUT THERE IS A NEW CONCEPTS, AMAZON HAS SOME CONCEPTS COMING OUT SO WERE LOOKING

[00:50:01]

TO UNIQUE OPPORTUNITY IS TO TARGET THAT SECTOR.

HEALTH AND PERSONAL CARE STORES.

A LOT OF OPPORTUNITY IN PHARMACIES AND DRUG STORES.

THOSE A GAS STATIONS COME UP HIGH OPPORTUNITY WISE AND THEN SPORTING GOODS AND PET SUPPLY STORES.

THAT IS WHERE THE BULK OF OUR ATTENTION HAS BEEN FOCUSED IS IT REALLY DOES FULL-SERVICE AND FAST CASUAL RESTAURANTS.

AND THEN SOME OF THOSE SPECIALTY RETAILERS WE THINK AND FEEL SOME OF THE GAPS WE HAVE IN THE COMMUNITY IN TERMS OF THINGS LIKE SPORTING GOODS OR THOSE SPECIALTY PET SUPPLIES, AS WELL.

A LOT OF OUR DATA IS GEARED TOWARDS TRADITIONAL RETAIL RESTAURANTS.

BUT WE ALSO HAVE A LOT OF PRODUCTIVE CONVERSATIONS WITH HOTEL GROUPS, AS WELL.

WHEN WE SAY RETAIL WE ARE TALKING ABOUT A LARGER SUBSET NOT JUST RETAIL AND RESTAURANTS AND INCLUDES HOSPITALITY AND ENTERTAINMENT AS WELL.

ONE OTHER CATEGORY WE ARE FOCUSED ON IS FAMILY ENTERTAINMENT VENUES.

I MENTIONED THAT WHEN EARLIER THAT SAID INDIO IS PROBABLY WHERE THEY'RE GOING TO, WHEN THEY COME TO THE VALLEY BUT WERE FOCUSED ON LONG-TERM FAMILY ENTERTAINMENT OPPORTUNITIES, AS WELL.

SO RETAIL LEAKAGE IS ULTIMATELY TRACKING WE USE THAT SAME CELL PHONE DATA TO TRACK WHERE PEOPLE ARE GOING WHEN THEY LEAVE THE COMMUNITY.

WHERE ARE THEY GOING WHEN THEY ACTUALLY ARE LEAVING INDIO TO GO BY GOODS AND GET SERVICES IN OTHER MARKETS? THIS MAP IS HIGHLIGHTING THE SHOPPING CENTERS IN AND OUT OF INDIO THAT PEOPLE GO TO AND YOU'LL NOTICE THAT THE SECOND MOST POPULAR DESTINATION IS WASHINGTON PARK IN LA QUINTA.

WHEN WE LOOK AT THE DATA IT REALLY VALIDATES WHAT WE KNOW THAT PEOPLE ARE SHOPPING IN SOME OF THE SURROUNDING COMMUNITIES AND ARE GOING TO SPECIFIC RETAILERS AND RESTAURANTS IN THE WAY WE USE THIS DATA IS AND HOW WE PUT TOGETHER OUR RECRUITMENT LIST IS WE LOOK AT TWO THINGS.

WE LOOK AT CAN WE ACTUALLY REPLICATE THE SPOTS THEY'RE GOING TO MAKE ARE THERE RETAILERS OR RESTAURANTS THAT ARE FAR ENOUGH AWAY THAT WE CAN DUPLICATE OR REPLICATE THOSE AND INDIO? SO WE CAN PUT THAT IN THE MARKET AND KEEP PEOPLE FROM LEAVING.

THE SECOND, IF SOMETHING IS TO CLOSE IF WE HAVE A TRADER JOE'S OR IN AND OUT THAT'S TOO CLOSE OR WE CAN SUPPORT ANOTHER IN AND OUT IN THE COMMUNITY WHAT ARE THE ALTERNATIVES? WHAT'S THE ALTERNATIVE TO TRADER JOE'S IF YOU CAN CONVINCE THEM THAT WE ARE NOT FAR ENOUGH AWAY FROM THEIR EXISTING LOCATION AND REALLY FIND AN ALTERNATIVE? THAT IS WHERE WE START.

WE START WITH EDUCATION AND START TO DO THAT FIRST IF IT MAKES SENSE.

IN THE BEYOND THAT TRY TO MOVE TO WHERE THERE IS NEW OPPORTUNITIES FOR NEW CONCEPTS OR DIFFERENT CONCEPTS OUTSIDE OF WHERE PEOPLE ARE LEAVING FOR.

THE GOOD NEWS WHEN WE LOOK AT LEAKAGE DATA IS THERE ACTUALLY NOT A TON OF LEAKAGE.

A LOT OF IS CONCENTRATED TO SURROUNDING COMMUNITIES SO IT'S GOOD TO SEE THAT YOU ACTUALLY HAVE PEOPLE THAT ARE STAYING IN INDIO FAIRLY OFTEN.

THERE'S ALWAYS GOING TO BE RETAIL LEAKAGE SO I SAY THAT KIND OF ABATED STATEMENT.

THERE'S NOT AS MUCH WE SEE IN A LOT OF COMMUNITIES BUT THERE STILL A LOT.

AND THERE STILL A LOT OF LEAKAGE YOU CAN CAPTURE AND THEN ULTIMATELY THE REASON THAT WE FOCUS ON THAT IS BECAUSE IT TRANSLATES TO SALES TAX.

SO IN SOME IS LEAVING THE COMMUNITY TO GO OTHER PLACES THEY ARE TAKING SALES TAX DOLLARS WITH THEM.

WE WANT TO TRY TO, WILL NEVER CAPTURE ALL THE LEAKAGE, BUT WE WANT TO TRY TO KEEP THEM IN TOWN AS MUCH AS POSSIBLE.

SO AFTER LEAVING TOWN TO GET SOMETHING ONCE A WEEK IN OTHER MARKETS WE WANT TO TRY TO SEE IF THEY CAN LEAVE THREE TIMES A MONTH OR FOUR OR WE CAN KEEP THEM INTO OF THOSE FOUR TIMES OF THE MONTH BECAUSE THEY'RE MORE LIKELY TO SPEND MONEY IN THE COMMUNITY IF WE CAN KEEP THEM THERE.

THAT'S THE GOAL IS TO JUST CHIP AWAY AT THE LEAKAGE AND KEEP AS MUCH OF THAT MONEY AS WE CAN.

SO IDENTIFYING RETAILERS AND DEVELOPERS.

WE PUT TOGETHER A LIST THAT ORIGINALLY HAD 60 DIFFERENT RETAILERS AND RESTAURANTS IN IT FOR US TO RECRUIT TO THE COMMUNITY.

THAT ULTIMATELY THAT LIST CAME FROM LOOKING AT A FEW FACTORS.

DID THE RETAILERS FIT THE MARKET? IS OUR PROFILE FOR INDIO FIT WITH THOSE RETAILERS THAT WERE LOOKING FOR? THAT'S EVERYTHING FROM THE POPULATION TO THEIR TYPICAL DEMOGRAPHICS, PREFERRED HOUSEHOLD INCOMES.

WE TARGETED RETAILERS, RESTAURANTS, HOTELS, ENTERTAINMENT FACILITIES AND ALSO BREWERIES AND WINERIES WE MADE A POINT TO HAVE A CONCERTED EFFORT TO GO AFTER REGIONAL BREWERIES AND WINERIES SO WE HAVE BEEN RECRUITING A LOT OF THOSE BREWERIES OUT OF SAN DIEGO AND ORANGE COUNTY AND SOME OF THE LA COUNTY AREAS.

JUST TO SEE IF WE CAN TAKE AN OPPORTUNITY AS PEOPLE MOVING OUT OF SOME OF THOSE AREAS.

SO THAT FOCUS IS REALLY ON A FEW DIFFERENT FACTORS THERE.

THE NUMBER ALSO TARGETING TRADITIONAL AND MIXED-USE DEVELOPERS IN THE REGION.

WE ARE FOCUSED ON FOR EXISTING SITES HOW WE CAN GET THOSE RETAILERS INTO THOSE AVAILABLE SITES IN TOWN AND THEN IF WE HAVE AVAILABLE LAND IS THERE A DEVELOPER WE CAN BRING TO THE TABLE OR JUST THE PROPERTY OWNER WANT TO DEVELOP THE PROPERTY? IT'S FOCUSED ON THE DIFFERENT RECRUITMENT POINTS.

I MENTIONED THE 60 RETAILERS AND RESTAURANTS I BELIEVE ARE ABOUT 90 NOW BETWEEN SOME OF THE BREWERIES AND ADDITIONAL RETAILERS CONCEPTS WE'VE ADDED SO WERE DOING AS MUCH AS WE CAN TO REALLY MAKE SURE THAT WERE HITTING ALL THE CONCEPTS THAT WORK FOR THE COMMUNITY.

ON THE DEVELPMENTS AND REDEVELOPMENT OPPORTUNITIES, WE IDENTIFIED KEY SITES IN TOWN AND IT REALLY FOCUSED ON WHAT THE HIGHEST AND BEST USE IS FOR THOSE SPECIFIC SPOTS.

THOSE KEY AREAS WE FOCUS ON PROBABLY WILL NOT SURPRISE YOU.

THE MOST OPPORTUNITY WE SEE FROM A SHORT-TERM PERSPECTIVE IS REALLY CONCENTRATED AROUND A FEW AREAS.

THE HIGHWAY 111 CORRIDOR, A LOT OF RETAILERS INTERESTED IN THAT CORRIDOR COME A LOT OF RESTAURANTS INTERCEDE BECAUSE THE TRAFFIC.

THE EXISTING DEVELPMENTS AND THE LAND THAT WE CAN DEVELOP ALONG I 10 AND ALONG THE I 10/4.

DOWNTOWN, DOWNTOWN IS A UNIQUE RECRUITING CHALLENGE BECAUSE THERE IS NOT A LOT OF NATIONAL RETAIL BRANDS THAT GO TO DOWNTOWNS ANYMORE.

A LOT OF THAT HAS BEEN REGIONALLY FOCUSED AND INDEPENDENTLY FOCUSED.

AND THEN WE FOCUS ON A FEW OTHER NEIGHBORHOOD AND A SMALLER PARCELS THAT WE CAN FOCUS ON THE RETAIL GROWTH.

SO PROMOTING AVAILABLE SITES, WE PUT TOGETHER A TON OF DATA TO GO OUT AND PROMOTE THOSE SITES.

WE DON'T LOVE TO USE THE TERM MARKETING BUT ESSENTIALLY WE TRY TO MARKET THE SITES TO THE RETAILERS AND DEVELOPERS AND ALL THAT IS IS PUTTING THE CUSTOMER DATA.

IF YOU LOOK FOR THE EXAMPLE OF TRADER JOE'S WE PUT TOGETHER FEASIBILITY PACKAGES FOR EACH OF THE RETAILERS ON THE MATCH LIST AND PUT TOGETHER CUSTOM DATA WITH THE INDIO MARKET IT'S PRINTED WITH THEIR LOGO ON IT AND MAKE A BIG PUSH TO GET TO THE MARKET AND SO WE HAVE DONE A RETAIL MARKET PROFILE.

THOSE FEASIBILITY PACKAGES, WE HAVE DONE CUSTOM DATA FOR DEVELPMENTS AND REDEVELOP SITES AND WERE ACTUALLY PUTTING TOGETHER CUSTOM PACKAGES FOR RETAIL CONFERENCES THAT WERE GOING TO.

SO THE INTERNATIONAL COUNCIL OF SHOPPING CENTERS CONFERENCE AND LAS VEGAS.

I KNOW MARY HAD BEEN THERE A FEW TIMES.

WILL BE PUTTING TOGETHER MATERIALS FOR THAT AND HELPING SET UP MEETINGS OUT AT ICS EAT WHEN WE GO TO THAT AS WELL.

SO FROM A RECURRENT PERSPECTIVE WE PUT TOGETHER A RETAIL DASHBOARD.

WE HAVE A RETAIL DASHBOARD IF YOU LINK TO.

OR ACTUALLY TRACKING ON THE FEEDBACK SO ALL OF OUR INTERACTION AND OUR FEEDBACK WITH RETAILERS AND DEVELOPERS IS TRACKED ON THIS SPREADSHEET THAT YOU HAVE ACCESS TO.

THE GOAL THERE IS TO MOVE THEM THROUGH THE PIPELINE.

WE ARE TRACKING ALL THE RESPONSES WE GET AND THEN CATEGORIZING THOSE BASED ON WHETHER OR NOT THEY ARE INTERESTED IN THE COMMUNITY.

WHAT THEY NEED TO COME TO THE COMMUNITY.

IF THERE'S A SHORT-TERM OR LONG-TERM OPPORTUNITY.

AND ULTIMATELY PUSHING THEM THROUGH THAT FUNNEL TO GET THEM COMMITTED TO THE COMMUNITY.

WHETHER IT'S A SITE VISIT OR AN LOI.

THAT DASHBOARD IS UPDATED PRETTY MUCH WEEKLY AND WE AT ALL THE FEEDBACK WE'VE GONE FROM THE RETAILERS ON THERE.

THE REASON THAT IS IMPORTANT IS BECAUSE WE TAKE THAT THROUGHOUT THE LIFE OF OUR PROJECT WE TAKE THAT FEEDBACK WE GET AND WE USE THAT TO PUT TOGETHER A GAME PLAN FOR THE COMMUNITY.

A LOT OF THE TIMES WE WILL GET RETAILERS THAT WILL TELL US KNOW OR WERE NOT INTERESTED RIGHT NOW AND WE FOLLOW UP WITH THEM TO FIGURE OUT WHAT IT WOULD TAKE TO GET THEM TO THE COMMUNITY.

IF THEY ARE TELLING US THE COMMUNITY DOES NOT WORK RIGHT NOW THAT WE COME BACK AND SAY WHAT WOULD IT TAKE TO GET YOU HERE IN 12 MONTHS? WHAT'S KEEPING YOU OUT OF THE COMMUNITY? A LOT OF TIMES I GIVES US GREAT FEEDBACK TO GIVE US RECOMMENDATIONS TO COUNSEL IN TERMS OF THINGS YOU CAN DO WHETHER STRATEGIC PLANNING OR ACTUAL TACTICAL THINGS ON SPECIFIC SITES THAT ARE KEEPING RETAILERS OUT SO WE CAN HAVE A MARCHING ORDER TO STATE THIS IS WHAT WE NEED TO DO TO GET THIS RETAILER TO THE COMMUNITY.

SO YOU HAVE FULL VISIBILITY AND FULL ACCESS TO THAT.

I MENTIONED OUR CONFERENCE REVISITATION.

WE WILL HAVE A COUPLE OF CONFERENCES COMING UP AT THE END OF THE YEAR.

THE INTERNATIONAL COUNCIL OF SHOPPING CENTERS RECON CONFERENCE IS THE BIGGEST ONE.

IT'S ACTUALLY CALLED HERE WE GO THIS YEAR IT'S IN DECEMBER IN LAS VEGAS.

WE HAVE A LARGE BRUISE OUT THERE AND WILL BE SETTING UP MEETINGS FOR THE CITY AHEAD OF TIME.

WE WILL BE GETTING A SCHEDULE READY FOR YOU BEFORE WE GO OUT THERE AND HELPING SET THOSE MEETINGS AND THEN WE HAVE A LARGE BOOTH OUT THERE THE CITY WILL HAVE ACCESS TO THAT THE CITY WILL BE ABLE TO USE SO YOU CAN USE HER BOOTH IF YOU WANT TO OR IF YOU HAVE BAGS YOU CAN STORE YOUR BAGS IN HER BOOTH AND WILL HAVE

[00:55:02]

EVERYTHING LOCKED UP THERE.

GREAT RESOURCE TO HAVE OTHER.

I THINK THIS YEAR COMING OUT OF COVID WITH WHAT WE HAVE SEEN MOMENTUM WISE EPIC IS GOING TO BE HUGE.

THE CONFERENCE IS GOING TO BE ABOUT 60 TO 70 PERCENT OF WHAT IT USUALLY IS.

I THINK BY THE TIME WE GET TO DECEMBER IS GOING TO BE CLOSER TO 9200 PERCENT.

I THINK THERE'S A LOT OF POTENTIAL THERE ESPECIALLY WITH A LOT OF THE RETAILERS ARE BEEN TALKING TO WITH COMING OUT OF COVID AND THEN HAVING SOME CEMENTED PLANS FOR THE FUTURE GROWTH I THINK A LOT OF GOOD MEETINGS OUT THERE.

LAST ONE WAS DOWNTOWN REVITALIZATION.

I TOUCHED ON IT A COUPLE OF TIMES.

WORKING WITH CARL AND KEVIN AND MARKETED A DOWNTOWN SPECIFIC PLAN.

AS WE ARE LOOKING AT WHAT WE CAN DO WITH THE OTHER CITY-OWNED PROBABLY ARE OTHER AVAILABLE PROPERTY DOWNTOWN A SPECIFIC RETAILERS AND MERCHANTS WITHIN A PRETTY CLOSE TO GETTING A BREWERY DOWNTOWN.

WE ARE EXCITED ABOUT THAT.

WE THINK THAT WILL TAKE THE SHAPE OF A TAP ROOM OR SOME KIND OF REGIONAL TASTING ROOM.

WE ARE REALLY EXCITED ABOUT THAT AND I THINK WE CAN DO A LOT WITH DOWNTOWN.

I TOUCHED ON ONGOING COACHING AND SUPPORT BUT FOR THE SAKE OF TIME ON JUMP TO QUESTIONS IF YOU HAVE ANY QUESTIONS OR ANYTHING YOU LIKE TO DIG INTO.

>> THANK YOU VERY, VERY MUCH.

VERY COMPREHENSIVE AND ENERGIZING AND EXCITING VISITATION.

I'LL TURN IT OVER TO COUNSEL AND SEE IF ANYONE HAS ANY QUESTIONS OR COMMENTS?

>> I HAVE ONE QUESTION, I PRESENTED THIS QUESTION EARLIER BUT FOR THE WHOLE COUNSEL TO CONSIDER.

WHAT ARE SOME OF THE REASONS THAT WERE HEARING ABOUT MORE OFTEN THAT PRESENTED DATA TO COMPANIES LOOKING TO COME TO INDIO?

>> THE BIGGEST THING WE HEAR WHEN WE GET A NOT RIGHT NOW OR A RETAILER IS NOT NECESSARILY INTERESTED IN INDIO, A LOT HAS TO DO WITH TIMING.

AND A LOT HAS TO DO WITH THE POPULATION.

EITHER IT'S NOT ENOUGH POPULATION DENSITY FOR THEM OR THEY HAVE A PREVIOUS EXPANSION PLAN OR THEY ALREADY DECIDED THAT THEY'RE GOING TO MOVE IT THROUGH THE VALLEY FROM WEST TO EAST.

THOSE ARE THE TWO BIGGEST CHALLENGES WE HAVE IS USING THAT DATA TO MAKE SURE WE CAN CONVINCE THEM THE POPULATION IS THERE.

SOMETIMES IT'S JUST NOT.

SOMETIMES RETAILERS LOOK FOR 300,000 WITHIN FIVE MILES.

AND THEY STICK TO THAT AND IT'S HARD TO OVERCOME THAT.

THAT'S THAT'S THE BIGGEST CHALLENGE.

THE OTHER IS THE POSITIONING.

REALLY CONVINCING PEOPLE THAT THERE IS A NEW WORLD NOW WITH THE WAY THE DEMOGRAPHICS AND THE COMMUNITY HAS SHIFTED THAT INDIO SHOULD NOT BE THE LAST STOP ANYMORE.

YOU SHOULD NOT EXPAND FROM WEST TO EAST.

WE ARE REALLY EXCITED WE GOT A LOT LOI FOR RAISING CAKES THIS CAN BE THE FIRST VALLEY LOCATION SO I THINK THAT'S A HUGE SUCCESS BEEN ABLE TO CONVINCE THEM AND A COUPLE OTHER FAST CASUAL RESTAURANTS THAT HAVE DONE THE SAME THING WITH HER FIRST VALLEY LOCATION IS GOING TO BE IN INDIO.

THAT IS WHAT WERE TRYING TO PUSH FOR AND BEING ABLE TO SAY WERE NOT THE LAST STOP ANYMORE.

THAT IS ONE OF THE CHALLENGES IS CONVINCING PEOPLE THAT THE POSITIONING DOES NOT MATTER ANYMORE.

>> ALSO, THANK YOU FOR BRINGING THIS UP TO A NEW LEVEL ON THE DATA.

AND WHAT WE ARE PRESENTING TO OTHER COMPANIES.

THIS LOOKS GREAT.

>> ANY OTHER?

>> I DON'T HAVE ANY QUESTIONS, JUST COMMENTS.

THANK YOU MR. MORGAN AND CITY MANAGER FOR THIS PRESENTATION.

THIS TAKES US TO A NEW LEVEL AND IT IS MODERN, UTILIZING MODERN TECHNOLOGY, AND ALSO GIVES OUR PUBLIC WHO ARE WATCHING CONFIDENCE IN NOT ONLY THE COUNCIL BUT STAFF THAT WE ARE ACTIVELY SEEKING TO BRING THESE NEEDS AND WANTS TO OUR COMMUNITY BECAUSE IT HAS BEEN SO LONG THAT SOMETIMES WE DON'T HAVE THE ANSWERS BUT YOU KNOW WHAT IF I HAVE A LINK TO THE DASHBOARD I CAN GET REAL-TIME INFORMATION TO A CONSTITUENT ON THE POSSIBILITY OF RAISING CANES COMING TO THE CITY OF INDIO.

I LOVE THE CONCEPT, I LOVE WHAT YOU ALL ARE DOING AND A LOT OF GOOD STUFF.

I'M LOOKING FORWARD TO THE CONTINUED THIS PARTNERSHIP WITH THE CITY AND TO CONTINUE ACTIVELY WORKING WITH STAFF TO BRING THESE FOLKS TO OUR COMMUNITY.

LET ME TELL YOU, WE ARE NOT GOING TO BE THE LAST STOP.

INDIO IS THE PLACE TO BE.

THESE NUMBERS ARE GOING TO PROVE IT AND SO THIS IS PROMISING AND IS ALSO PART OF THE WHOLE STORYTELLING WERE GONNA DO TO SHED THESE PERCEPTIONS THAT WE HAVE HAD FOR SO LONG.

THESE NUMBERS PROVE THAT THOSE PERCEPTIONS ARE FALSE.

AND SO, THANK YOU FOR BRINGING THIS TO US, THANK YOU.

>> GREAT POINT THERE ON THE COMMUNITY PERSPECTIVE BECAUSE OF OUR RELATIONSHIP BECAUSE WE ACT AS AN EXTENSION OF THE TEAM, WHEN RESIDENTS COME UP TO YOU AND SAY WHY DON'T WE HAVE X, Y AND Z, EVEN IF IT'S RIDICULOUS, LET US KNOW AND WE CAN REACH OUT TO THEM.

AND WE CAN SAY WE HAVE TALKED TO THEM AND WE CAN KEEP THAT LINE OF COMMUNICATION OPEN.

THE TWO BIGGEST I WAS GET OUR CHICK-FIL-A AND AT NORDSTROM.

MATTER WHAT COMMUNITY I'M IN WE CAN BE LITTLE MIDDLE OF NOWHERE IOWA AND THEY WANT SHAKLEE AND NORDSTROM.

EVEN IF IT'S NOT GOING TO HAPPEN WE WILL REACH OUT TO THEM.

BECAUSE WE WANT TO NOTE THAT FEEDBACK IS AND THAT DOES NOT MEAN I KNOW TODAY IS A NO SIX MONTHS, 12 MONTHS OR FIVE YEARS FROM NOW.

SO ANYTIME YOU GET THE FEEDBACK WE LOVE TO HEAR IT AND WE LOOK TO REACH OUT AND MAKE SURE THAT WE ARE SUPPORTING YOU IN THAT, AS WELL.

>> I ALSO WANT TO ADD YOUR COMMENTS ON A DUPLICATION.

THAT IS POWERFUL.

BECAUSE THERE ARE SOME STORES AND RETAIL STORES, DEBARMENT STORES, BOX STORES THAT OUR COMMUNITY MAY NOT HAVE A KNOWLEDGE OF BECAUSE WE DON'T HAVE THEM IN THE VALLEY.

FOR INSTANCE, TAKE DILLARDS.

WE DON'T HAVE A DILIGENCE IN THE COACHELLA VALLEY.

BUT THAT THERE MIGHT BE A STORY THAT OUR RESIDENTS WANT.

SO THOSE ARE GREAT MODELS TO GO BY.

THANK YOU.

>> COUNCILMEMBER MILLER.

>> A COUPLE OF QUESTIONS ON IT.

YOU GIVE US THE NUMBERS 200,000 BUT WITH INDIO BEING A LARGE CITY AND I UNDERSTAND WHAT YOU SAID OUR AREA OF VOLUME OF INDIVIDUALS THAT NOT ONLY COME INTO THE CITY BECAUSE OF THE COUNTY BUILDINGS OR BECAUSE OF OTHER STUFF OBVIOUSLY BECAUSE IT'S NOT AS BUSY BECAUSE THINGS ARE CLOSED DOWN DUE TO COVID.

WERE SO MUCH LARGER THAN THE OTHER CITIES SO I FIND IT IRONIC THAT YOU'RE SAYING WE DON'T HAVE ENOUGH POPULATION BUT THERE IS A LOT OF THE CITIES THAT ARE VERY MUCH SMALLER THAN US THAT HAVE SOME OF THESE RESTAURANTS AND OTHER STUFF YOU ARE TELLING ME WON'T COME BECAUSE OF POPULATION.

SO THERE HAS GOT TO BE A LITTLE MORE TO IT THAN JUST THAT.

>> THERE IS.

THAT EXAMPLE, WHEN YOU LOOK AT LA QUINTA AND PALM SPRINGS, THEY HAVE A COUPLE OF THINGS THAT THEY HAVE BEEN ABLE TO OVERCOME THE POPULATION BARRIER WITH.

THEY HAVE WEALTH, HIGH DENSITY OF WEALTH.

THEY HAVE HAD ABILITY TO DRAW FROM INDIA BUT INDIO CANNOT DRAW BACK.

THAT'S A PERCEPTION WE HEAR A LOT OUR PRIMARY RETAIL TRADER WE SHOW PEOPLE COMING IN FROM LA QUINTA I'VE ALWAYS HEARD PEOPLE SAY PEOPLE GO FROM INDIO FROM INDIO TO LA QUINTA BUT NOT LA QUINTA TO INDIO.

WERE ABLE TO PROVE THAT'S NOT TRUE ANYMORE.

WHEN THE BARRIERS THAT PREVENTED FROM THE PUBLISHING ASPECT.

>> SO OBVIOUSLY THE I 10 CORRIDOR IT WILL TAKE CARE OF ITSELF.

BECAUSE THE EASE OF GETTING IN AND OUT IT'S A BIG PART OF IT.

SO AS THE MALL COMES FORWARD AND SUBSEQUENT HELP US IN HELPING HER OTHER AGENCIES ARE WORKING WITH US IN OUR BUSINESSES THAT ARE WORKING WITH US.

HOW DO WE HELP YOU THEN WITH THIS INFORMATION WHEN YOU SAY GIVE YOU SOME COMMENTS OBVIOUSLY ONE OF THE BIGGEST PROBLEMS WE HAVE AND FOR MYSELF AS WE HAVE A LOT OF GOOD RESTAURANTS THAT ARE HOMEGROWN BUT REALLY DON'T HAVE A LOT OF GOOD CASUAL RESTAURANTS AND THAT'S WHERE LA QUINTA AND OTHER ONES BEAT US BECAUSE A MORE VARIETY.

SOME OF OUR FOOD AND OUR MEXICAN FOOD IS BY FAR SUPERIOR.

SOME OF OUR ITALIAN FOOD BUT WERE GETTING SOME OF THESE CASUAL I WOULD ANTICIPATE LIKE A PANERA BREAD MAYBE NOT OLIVE GARDEN AS MUCH BUT HOW DO WE HELP YOU TO GET SOME OF THOSE BECAUSE IF THEY COME THE PEOPLE WILL UTILIZE IT.

BUT I DON'T UNDERSTAND THE REASONING BEHIND SOME OF THAT COMPARED TO WHAT IT IS, PEOPLE WILL SHOP YOUR IF THEY COME.

>> THOSE EXAMPLES SPECIFICALLY I THINK THE BEST THING YOU CAN DO AS COUNSEL IS BE OPEN TO WHATEVER NEEDS TO BE DONE TO GET THOSE RETAILERS AND.

NOT NECESSARILY INCENTIVES SOMETIMES IT IS SUPPORTING THEM AND LETTING THEM KNOW YOU ARE FAVORABLE AND THEY WANT THEM IN THE COMMUNITY SOMETIMES IT CAN BE A PLANNING REQUEST A REZONING REQUEST THE BIGGEST THING YOU CAN DO AND THEN OUTSIDE OF THAT IF IT COMES TO SPECIFIC ASKS FOR RETAILERS JUST BEING OPEN TO ENTERTAINING THOSE IN HEARING THOSE IN A LOOKING AT OPPORTUNITIES TO HELP REMOVE THE BARRIERS.

THAT'S THE BIGGEST THING I THINK YOU CAN DO.

THE ECONOMIC DEVELOPMENT TEAM HAS DONE A GOOD JOB OF DOING A LOT OF THAT ALREADY.

ONE THING WE SAY IS COMMUNITY DEVELOPED RECEIPTS ECONOMIC DEVELOPMENTS A LOT OF THAT IS ALREADY BEEN DONE.

THE PLANNING THAT'S GOING INTO THE 111 CORRIDOR AND THAT INDIO MIGHT REPLACE A LOT OF THAT IS IN PROGRESS BUT ANYTHING ON THAT COMMUNITY DEVELPMENTS SIDE THAT YOU CAN DO OR ON A PLANE INSIDE TO MAKE SURE THERE ARE NOT ROADBLOCKS THERE.

PANERA IS AN INTERESTING EXAMPLE.

I KNOW CARL HAS TALKED TO THEM FOR YEARS.

WELL BEFORE WE GOT HERE WE HAD GREAT CONVERSATIONS WITH THEM, TOO.

THAT'S GOOD BE A TIMING ISSUE.

AS CAN BE ON THEIR TIMING, SEEMS LIKE EVERYTHING POINTS TO THE FACT THAT THEY WANT TO BE HERE AND WE HAD GREAT CONVERSATIONS WITH THEM BUT WE ARE WAITING ON THEM TO GIVE US A TIME LINE OR TIMETABLE ON GETTING HERE.

I THINK WERE IN THAT OPPORTUNITY AREA WE WERE GOING TO MOVE OUT FROM IF YOU GET THOSE FAST FOOD RESTAURANTS COVERED YOU HAVE SOME OF THE FAST CASUAL STUFF BUT WERE STARTING TO SEE SOME OF THOSE NEXT WAVE OF RETAILERS COME IN SO THE THREE OR FOUR RESTAURANTS THAT ARE NEW TO TOWN OR THAT HAVE OTHERWISE ARE ALL IN THAT NEXT TO EUROPE THAT FAST CASUAL TEAR SO YOU MOVING PAST THAT QUICK SERVE, FAST FOOD BASE THAT YOU HAVE ANY SURE TO GET SOME OF THOSE RETAILERS THAT SIGNAL THAT THE MARKET IS READY FOR ANOTHER NEXT LEVEL WHICH IS THOSE CASUALS SO

[01:00:02]

THE MOMENTUM IS THERE, THE PROGRESS IS THERE, I THINK IT'S A MATTER OF TIMING ONCE WE GET SOME OF THESE NEW RESTAURANTS IN WE WILL START TO SEE SOME OF THOSE OTHERS COME IN ESPECIALLY ON THE CASUAL SIDE.

>> ONE LESS QUESTION.

WE ALSO HAVE A HOUSING SHORTAGE AND WERE LOOKING AT PUTTING IN AFFORDABLE HOUSING, DIFFERENT VARIETIES OF HOUSES THAT IF YOU HAD TO PICK, YOU AS AN ANALYST BETWEEN A WEALTH AND DENSITY, WHICH WOULD BE MORE POPULAR FOR A BUSINESS TO COME INTO?

>> IF YOU CAN KEEP THE AVERAGE HOUSEHOLD INCOME OVER THAT $75-$80,000 RANGE AND YOU CREATE DENSITY AND THAT RANGE I WOULD TAKE DENSITY OVER THE WEALTH.

BECAUSE THE BIGGEST THING WE NEED TO PROVE TO THESE RETAILERS AND RESTAURANTS PARTICULARLY RESTAURANTS BECAUSE THEY HAVE TO SERVE LUNCH AND DINNER SO THAT HE DAYTIME POPULATION AS WELL.

YET TO PROVE YOU HAVE A CONSISTENT CONSUMER BASE AND THAT THERE'S GOING TO BE ENOUGH PEOPLE TO SUPPORT LUNCH AND DINNER EVERY DAY, YEAR-ROUND.

THAT WILL BE A HUGE FACTOR.

>> THANK YOU.

>> ONE NOTE ON THAT IS ALSO SEASONALITY.

ONE ADVANTAGE IS THAT YOU HAVE THE VALLEY COMMUNITIES YOU DON'T HAVE AS MUCH SEASONALITY.

THE TRADE AREAS WE PUT TOGETHER DON'T FACTOR IN COACHELLA AND STAGECOACH SO THERE'S A HUGE SELLING POINT THERE THAT WE PUSH AND SAY THIS IS EVEN A TAKING ADVANTAGES OF ONE THE BIGGEST DRAWS TO THE COMMUNITY SO THAT IS HUGE.

AND THEN YOU DON'T GET THE HUGE SUMMER DECLINE THAT A LOT OF OTHER COMMUNITIES LIKE US PALM SPRINGS DID.

IT PEOPLE LIVE HERE AND THEY STAY HERE THESE ARE PRIMARY HOMES NOT VACATION HOMES.

THAT'S A BIG ASPECT AS WELL THAT'S GOING TO HELP BE COMPETITIVE.

>> ANOTHER QUESTION, WE ARE SEASONAL IN EXTENT THAT WE HAVE A LOT OF SNOWBIRDS THAT OWN PROPERTY AND SOME ARE GATED COMMUNITIES BUT WE ALSO HAVE THREE OF THE HIGHEST RATED RV PARKS IN THE WORLD.

WHICH YOU HAVE TO HAVE HALF $1 MILLION JUST TO PULL IN BUT THERE'S 400, 500, 600 SPACES.

HOW DO THOSE PLAY INTO SOME OF THE NUMBERS AND OTHER PEOPLE? I KNOW OBVIOUSLY THEY WANT TO BE OPEN YEAR-ROUND.

WE HAVE ONE OF THE LARGEST POPULATION PLUS THAT BRINGS A MASSIVE AMOUNT OF WEALTH AND THEN THERE'S JUST STUFF NOT LIKE THERE'S ANYTHING ON SITE.

>> FOR US IT'S ICING ON THE CAKE.

THE COMMUNITY IS STRONG ENOUGH, THE DEMOGRAPHICS ARE STRONG ENOUGH TO MAKE A CASE TO NOT HAVE TO FACTOR IN HIS SEASONALITY BUT WHEN WE DO FACTOR IN SEASONALITY IT HELPS PUSH RETAILERS AND RESTAURANTS ACROSS THE HURDLE.

IT IS TOO HARD, WE CANNOT SELL THEM ON SEASONALITY ALONE.

IF YOUR CORE CONSUMER BASE WERE SMALLER OR DEMOGRAPHICS WERE LOWER THAT SEASONALITY WOULD NOT MATTER AT ALL.

IT'S HARD TO SELL ON THAT.

BUT IT'S ICING ON THE CAKE IT HELPS US PUSH THEM ACROSS.

>> THANK YOU EVERYONE I WENT TO CIRCLE BACK, THANK YOU FOR SOME EXPLANATIONS BECAUSE PART OF THE CONVERSATIONS I WANTED TO HAVE IS HOW DO WE GET PEOPLE THAT ARE ON THE FENCE OVER TO OUR SIDE? AND YOU EXPLAIN THAT VERY, VERY WELL.

AND THEN THE ECONOMIC COMPONENT THAT HAS ALWAYS BEEN A FACTOR AS WE HAVE TRIED TO BRING CERTAIN RESTAURANTS AND CERTAIN BUSINESSES IN AND AS MORE HOMES UP IN THE NORTH AND HAVE COME IN AND PLACES LIKE THE RV RESORTS PEOPLE WITH A HIGHER LEVEL OF EXPENDABLE INCOME THAT ALSO HELPS THAT LEVEL OF A BUSINESS TO COME IN.

SO, ALL THINGS AND TO TAKE INTO CONSIDERATION.

I REALLY, THIS IS OBVIOUSLY A PHENOMENAL, THANK YOU CARL, AS WELL FOR YOUR HARD WORK.

AND EVERYONE FOR BEING ABLE TO PUT THIS TOGETHER AND PRESENT THIS TO US.

I THINK WE ALL NOW HAVE A LEVEL OF HOPE IN A FORWARD THINKING IN TERMS OF HOW OUR CITY IS GOING TO DEVELOP AND GROW.

I MADE A COMMENT TO THE CITY MANAGER EARLIER EMPLOYEE IN HIS EARLY 20S AND I SAID I THINK KEYNES MIGHT BE COMING.

I DO NOT GET THE WORDS OUT OF MY MOUTH AND HE SAID I'M TELLING ALL MY FRIENDS I WILL SPEND ALL MY TIME IN INDIO.

HE HAS A SECOND JOB AND IS GOING TO COLLEGE.

COLLEGE IN THE DESERT.

HE SAID WE WILL BE HERE.

I SAID OKAY, ALL RIGHT, CAN YOU COME TO THE COUNCIL MEETING, PLEASE? SO THAT'S REALLY GREAT.

THANK YOU.

>> THANK YOU.

I THINK THE ONE RECOMMENDATION I BELIEVE WITH YOU IS I WANTED TO MAKE THIS PRESENTATION TO GIVE YOU VISIBILITY AS THE LOT OF STUFF HAPPENS IN THE BACKGROUND.

THE OVERARCHING THEME ANY SUPPORT YOU CAN OFFER WE APPRECIATE AND PATIENT AS WELL.

BRIAN SAID THIS EARLIER AND IT'S SOMETHING WE HAVE SAID FOR YEARS BUT RETAIL RECRUITMENT IS A PROCESS.

SO LUCKILY FOR US WHEN WE GOT TO THE COMMUNITY CARL AND KEVIN HAD SET A STRONG BASE AND HAVE BEEN DOING A LOT OF THE STUFF THAT NEEDED TO BE DONE AND BRIAN IS COMING IN TO AMPLIFY THAT.

BUT IT DOES NOT HAPPEN OVERNIGHT.

WE ARE HAPPY TO HAVE SOME SUCCESSES BUT LET US KNOW IF YOU HAVE QUESTIONS AS WE ARE GOING AND IF THERE IS AN OPPORTUNITY WOULD LOVE TO HEAR TAVI HAS SOME PATIENCE AS WE GO THROUGH THE PROCESS BECAUSE IT DOES TAKE A WHILE EVEN WE HAVE RETAILERS INTERESTED IT CAN TAKE SIX OR 12 MONTHS TO GET THEM IN.

JUST WANT TO THROW THAT OUT THERE AND REMIND EVERYONE IT IS A PROCESS AND WE ARE IN EVERY THING WE CAN.

>> WE ARE READY.

>> THANK YOU FOR YOUR TIME.

* This transcript was compiled from uncorrected Closed Captioning.