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Retail Coach outlines trade-area data and active recruitment for Kingman
Summary
Retail consultant Retail Coach presented trade-area demographics and ongoing outreach to grocery, casual-restaurant and specialty retail brands; the firm reported primary and secondary trade-area population figures and said recruiters maintain active contact with multiple target brands and brokers.
Retail recruitment consultant Retail Coach presented its demographic analysis and ongoing outreach work for Kingman, showing the primary and secondary retail trade areas consultants use to market the city to retailers and restaurant brands.
Caleb, the Retail Coach representative, said the firm's primary trade-area estimate is about 80,000 residents and the secondary trade area about 162,000, and that the firm uses cell-phone data to define travel patterns and draw trade-area polygons. He said income levels in the primary area are below some national-brand thresholds but that Kingman's overall trade performance is strong: Walmart, Cracker Barrel and other anchors perform above typical benchmarks.
Why it matters: Retail recruitment is central to business-attraction strategies for growing sales tax, jobs and visitor services. Retail Coach said its outreach targets discount and specialty grocers, casual and fast-casual restaurants, arts-and-crafts anchors, travel centers tied to planned interchanges and national retailers that fit local demand.
The consultant said the firm has recurring contact with retailers and brokers and that recruitment is a multi-month process; some potential tenants initially said no but were revisited as market conditions changed. Caleb told commissioners the team maintains relationships with brokers in the Valley and a roster of available properties, including off-market sites, and meets retailers at trade shows.
Commissioners asked whether recruitment is based on current population or projected growth; Retail Coach said work uses primary and secondary trade-area demographics and also projects five-year growth in its full reports. Commissioners also asked whether Retail Coach is working with specific retailers; Caleb said the firm engages with a range of prospective brands and franchisees and does multiple touchpoints per month.
The commission said it will run a community retail-preference survey in March and that the consultant will align outreach with resident input when available.
