City of Marshall Case Study

The City of Marshall wanted to put together a professional packet of information to use to recruit a full-service franchise restaurant to locate along I-70 in Marshall. By using our GIS application, ECIDC was able to provide them with professional reports and maps to help comprise this packet.

We worked to answer the following questions by building specialized reports and maps to help them build their case:

How many full-service restaurants are already located in Marshall?

Through generating a Business Summary Report, we were able to gather information about how many Food Service & Drinking Places are already currently located in Marshall, along with how many people they employ.

Business Summary
Information in this report identifies the number of businesses and the number of employees per industry group in a market. The Business Summary also compares the daytime population of the area to the residential population. Knowing where people live and work in your market is vital to deciding where to locate businesses and services such as new bank branches, ATMs, restaurants, and hotels.

Determine the number of businesses and employees in your area and compare its daytime population to its residential population.

How much does the average household spend on eating away from home yearly?

Through generating a Market Profile Report, we were able to gather information about how much an average household spent on eating away from home each year, along with many other facts that gives a prospective business a snapshot of your study area (whether that be your community, county, congressional district, zip, distance around a selected site, census block group, census track, states, major markets, metropolitan areas or the entire U.S.).

Market Profile
This comprehensive report provides an overview of key demographic attributes and consumer-spending patterns in a trade area. The Market Profile includes current-year estimates, five-year forecasts, Census 2000 demographic data, and Consumer Expenditure data. The Market Profile provides side-by-side comparison data for up to three trade areas to aid site selection, market analysis, and trend evaluation decisions.

Amount Spent Eating Away from Home

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How much of this market is being captured? Is there room for another full-service restaurant?

Through generating a Retail MarketPlace Profile Report, we were able to easily see the Retail Potential (Demand) for Full-service restaurants in comparison to the actual Retail Sales (Supply) of Full-service restaurants in Marshall so that we could see if there was a gap between supply and demand that needed to be filled. We can also visually display the potential retail sales that would be spent yearly on eating at full-service restaurants in Marshall if the market was adequately served.

Retail MarketPlace Profile
Understand the scope of retail activity in your market area. The Retail MarketPlace Profile displays the retail sales and retail potential dollar amounts; the leakage/surplus factor, which measures the gap between supply and demand; and the number of businesses by industry. Use the data in this report to evaluate the potential of future sites, determine if customers are traveling outside the area to shop, and plan marketing/advertising campaigns.

For example, retail figures from the database reveal that

Direct Selling Establishments and Vending Machine Operators industries are growing to more than $10 billion and $5 billion, respectively.
Total market value topping nearly $89 billion for Electronic Shopping and Mail-Order Houses continues to dent the revenues of the Books, Periodical, and Music Stores; Department Stores; and Office Supplies, Stationery, and Gift Stores sectors.

Full-Service Restaurant Sales Potential

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Since the restaurant will be lying next to Interstate 70, how many vehicles pass by the potential site location?

Through generating a Traffic Count Map and Traffic Profile Report, we were able to show how many vehicles passed by the proposed location daily.

Traffic Map

Visualize the traffic patterns around your site. The Traffic Map displays the traffic count at intersections within and around your trade area to improve your site and territory analysis, understand traffic patterns, and identify high-demand opportunities. Counts are classified into six volume categories and mapped as increasingly large and brightly colored icons, making it easy to detect traffic patterns. Vintage of the traffic counts varies by area, dating from 1998 and forward.

Traffic that passes a site each day is critical to business success. Identify and analyze the traffic patterns around your site by displaying the closest available traffic counts to that site.

Traffic Profile
This report describes the traffic patterns around your site by displaying as many as 25 of the closest available traffic counts to that site. The Traffic Profile includes information such as distance to your location, street name and nearest cross street, direction to nearest cross street, traffic count, and year of count. Financial institutions, insurance, real estate, retailers, and many other companies use this report to understand traffic patterns around a location, analyze sites and territories, and identify high-demand opportunities. Vintage of the traffic counts varies by area, dating from 1998 and forward.

Traffic that passes a site each day is critical to business success. Identify and analyze the traffic patterns around your site by displaying as many as 25 of the closest available traffic counts to that site.

For more information contact:

Trisha Mason, Executive Director ECIDC

Phone: (217) 540-3517