Methodology To address the above issues, GPG participated in a five day planning charrette in West Palm County and conducted an evaluation of most major existing and planned shopping centers and retail concentrations in and surrounding the defined trade area. This evaluation was conducted during the week of September 18, 2006. During this evaluation, GPG thoroughly drove the market and visited and conducted a review of most major existing retail concentrations in the area.
The URA was visited during the daytime and the evening, to gain a qualitative understanding of the retail gravitational patterns and traffic patterns throughout the study area. We then defined a trade area that serves the existing retail in the market based on the field evaluation and the retail gravitation in the market, as well as our experience defining trade areas for similar developments throughout the United States. Population and demographic characteristics of trade area residents were collected by census tracts from national sources and updated based on information gathered from various local sources, including the Palm Beach County Planning Department.
Finally, based on the population and demographic characteristics of the URA trade area, existing and known planned retail competition, and traffic and retail gravitational patterns, GPG developed our qualitative assessment for the URA metropolitan market.
For the purposes of this study GPG has assumed the following:
No other major retail centers are planned or proposed within the URA study area at this time and, as such, no other retail is assumed in our sales forecasts.
No other major retail will be developed within five miles of the URA.
Each development site is properly zoned and can support commercial development and will have curb-cuts as shown in the proposed master plan.
The region’s economy will continue at normal or above normal ranges of employment, inflation, retail demand and growth.
Any new development will be planned, designed, built and managed as a walkable town center, to the best practices of The American Planning Association, The Congress for the New
Palm Beach URA, Florida Gibbs Planning Group, Inc. February 8, 2007 (Revised)