PASADENA PSYCHOGRAPHICS

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RETAIL SITE ASSESSMENT 2020

PASADENA PSYCHOGRAPHICS

With nearly 2 million consumers in its retail trade area, Pasadena is a prime destination for shoppers. Located 10 miles from Downtown Los Angeles, Pasadena is serviced by multiple freeways, airports, light rail, and transit. A center for commerce and entertainment, Pasadena has a regional draw for consumers, whether that be residents, workers or visitors to the city.

In partnership with Buxton, a leading retail site location firm, Pasadena obtained data to help site selectors take a deeper dive into the consumers who live, work, and visit the city. The demographics and psychographics that follow will help demonstrate potential matches between your buyer personas and the people that comprise Pasadena’s retail trade area.

WHY PASADENA

2

101

City of Pasadena, County of Los Angeles, Esri, HERE, Garmin, SafeGraph, FAO, METI/NASA, USGS, Bureau of LandManagement, EPA, NPS

PASADENA

Los Angeles

www.futureyourselfhere.com

Map Courtesy of Esri, et al.

PASADENA, CALIFORNIA www.futureyourselfhere.com

CITY OF PASADENA

5 MINUTE (City Center)

10 MIN (City Center)

15 MIN (City Center)

10 MILE RING (City Center)

TRADE AREA

Population 145,066 11,558 113,698 500,213 1,967,468

Median Age 38.5 34.8 36.9 41 38.3

Households 61,317 6,245 47,499 191,356 672,313

Households w/Children 76% 77.20% 74.30% 75% 70.2

INCOME (2024 PROJECTIONS)

Average HH Income $ 137,369 $ 89,901 $ 106,701 $ 128,414 $ 105,915

Per Capita Income $ 57,179 $ 47,549 $ 44,936 $ 49,659 $ 36,841

EDUCATION

College 4+ Years 49.90% 50.50% 48% 44.60% 32.40%

College 1-4+ Years 72.40% 71% 70.90% 69.40% 55.40%

TRADE POTENTIAL DEMOGRAPHICS

On the next few pages, we’ll take a closer look at who the Pasadena consumer is- from their general likes and characteristics to what motivates their purchasing behavior.

Pasadena’s residential consumer base is segmented into four main Mosaic demographic segments:

Over 20% of Pasadena’s resident population is young, up-and-coming and highly educated. These digitally depen-dent adults live active social lives and metropolitan lifestyles, are health conscious and self-described “foodies,” and are a mix of urban dwellers and first-time buyers who engage in omni-channel shopping.

Pasadena’s resident population is also an equal mix of mature and upscale households with high discretionary income that allows for sophisticated lifestyles. These well-traveled and fitness minded consumers are environmentally conscious and philanthropic. When it comes to purchasing decisions, quality matters.

URBAN EDGE (Up-and-Coming

Singles)

PHILANTHROPIC SOPHISTICATES (Mature, Upscale

Couples)

INFLUENCED BY INFLUENCERS (Young Singles

in City Centers)

CONSUMMATE CONSUMERS

(Upper Middle & Sophisticated)


RESIDENTIAL

DOMINANT PSYCHOGRAPHIC SEGMENTS

Pasadena is a regional employment center. Located in the San Gabriel Valley, Pasadena has good proximity to Downtown Los Angeles and the broader Southern California region which brings an influx of workers to the City. Pasadena’s workplace and daytime population adds purchasing power from four additional Mosaic demographic segments.

Pasadena’s workplace psychographic profiles favor couples and families that enjoy dynamic city lifestyles. These families oftentimes have school-age children, enjoy soccer, and prefer in-store shopping experiences. Pasadena’s workplace segments are ethnically diverse and live comfortable lifestyles coupled with comfortable spending. These profiles consume information digitally, socially and from traditional media channels.

COSMOPOLITAN ACHIEVERS

(Affluent Middle-Age Families)

STEADFAST CONVENTIONALISTS

(Conventional Gen X Families)

PHILANTHROPIC SOPHISTICATES

(Mature, Upscale Couples)

PROGRESSIVE ASSORTMENT

(Mature and Urban-Centric

Couples )


TOP OCCUPATIONS IN PASADENA:

11.9% 9.3% 9.2% 8.9% 7.4%

MANAGEMENT EDUCATION OFFICE SALES BUSINESS & FINANCIAL OPERATIONS

WORKPLACE & DAYTIME POPULATION


A popular Southern California destination, Pasadena attracts visitors and tourists from around the world. With attractions such as the Rose Bowl Stadium and multiple world-class museums and orchestras, Pasadena’s trade potential is enhanced by the number of visitors it attracts on an annual basis.

From within California, Pasadena’s visitors flock from the following metropolitan areas:

Buxton’s analysis of several Pasadena attractions and venues* reveals that younger segments consistently dominate Pasadena’s visitor profile. From music-loving football fans and foodies to omni-channel consumers and first-time home-buyers, these ethnically diverse psychographic segments have discretionary income and are comfortable spenders.

VISITORS

LOS ANGELES LONG BEACH

ANAHEIM

SAN DIEGOCARLSBAD

OXNARDTHOUSAND OAKS

VENTURA

RIVERSIDESAN BERNARDINO

ONTARIO 67% 13%

5% 2%

* Attractions & venues analyed include the Pasadena Convention Center, Rose Bowl Stadium, Norton Simon Museum, Kidspace Children’s Museum, and the Langham Hotel.

AMERICAN ROYALTY (Wealthy & Influential Couples)

COSMOPOLITAN ACHIEVERS (Affluent & Middle-Aged Families)

PHILANTHROPIC SOPHISTICATES (Mature, Upscale Couples)

Pasadena’s higher-end hotels and museums attract well-off families and couples with heads-of-household above the age of 55. These world travelers live luxury lifestyles, drive upscale cars, are charitable givers, and live in prestigious suburbs.

FAST TRACK COUPLES (Young & Active Middle-Class Families)

URBAN EDGE (Up-and-Coming Singles)

INFLUENCED BY INFLUENCERS (Young, Multi-Ethnic Singles)

PASADENA, CALIFORNIA www.futureyourselfhere.comwww.futureyourselfhere.com


SCIENCE

INNOVATION

QUALITY OF LIFE

Caltech • NASA’s JPL • GMTO • The Planetary Society •

Carnegie Observatories • TMT

Home to a variety of o�ice types - Creative, Co-working,

Class A, B, and Flex R&D space

We celebrate the new with the annual Rose Parade, generating 70 million worldwide views.

Home to “America’s Stadium” and the “Granddaddy of Them All,” Rose Bowl

and Rose Bowl Game

Pasadena is at the center

of the universe... for space

exploration!

Easily accessible

Light Rail

Stations

EXCEPTIONAL HOUSINGBungalow Heaven #3 as

“Most Beautiful Neighborhoods in America” Thrillist

HO

ME

TO

:

INVE

NTI

ON

S:

In the heart of the region that files the most patents

outside of Silicon Valley

Mars Curiosity Rover •DNA Sequencer •

Paid Internet Search • CMOS Semiconductor •

and many others

consumers in theretail trade area

OFFICE

Avg. HHIncome

“Top 10 Digital Cities”Digital Commnities

SHOPPING DINING“More restaurants per capita

than Manhattan” LA Times

“Top 100 places to live in the U.S.” ranked #20 by Livability.com,

Richard Florida’s Martin Prosperity Institute

39 Nobel Laureates

tied to Pasadena

Most Business-Friendly City Finalist

20th Annual LAEDC Eddy Awards

San Gabriel Mountains

National Monument

“Best Arts Scene”Sunset Magazine

“America’s 10 Most Exciting Mid-sized

Cities”Movoto

“A Perfect Town That Has It All”Outside Magazine

“One of 30 MOST Fun Cities”

Cranium, Inc

Ranked #32Best US College Towns & Cities –

WalletHub

Pasadena’s Downtown Walk Score

16 MILLIONSq. Ft.

O�ice Space

RETAIL PERFORMANCEOn account of its excellent location and the strength of its reputation, Pasadena has strong foot traffic in its retail areas.

TAXABLE RETAIL SALES (ADJUSTED FOR ECONOMIC DATA)

2019 $ 3,668,776,000.00

2018 $ 3,676,800,000.00

2017 $ 3,492,044,700.00

2016 $ 3,512,000,000.00

2015 $ 3,400,000,000.00

2014 $ 3,236,828,300.00

2013 $ 2,878,182,400.00

2012 $ 2,846,084,500.00

WHAT OTHERS ARE SAYING ABOUT US

Source: State Board of Equalization, California Department of Taxes and Fees Administration, State Controller’s Office, The HDL Companies

$ 4.0 BIL.

$ 3.5 BIL.

$ 3.0 BIL.

$ 2.5 BIL.

$ 2.0 BIL.

$ 1.5 BIL.

$ 1.0 BIL.

$ .5 BIL.

2012 2013 2014 2015 2016 2017 2018 2019

$ 3.67 BILLION IN 2019TAXABLE RETAIL SALES

PASADENA, CALIFORNIA www.futureyourselfhere.com www.futureyourselfhere.com

CITY FACTS

145,06651%

Female 49%

Male POPU

LATI

ON

SQUARE M I L E S

2375ºD E G R E E S

AVERAGEA N N UA LTEMPERATURE

YEAR OF INCORPORATION:

1886

134,171JOBS WITHIN

THE CITY

1020 MINUTES to DOWNTOWN LOS ANGELES

3 AIRPORTS WITHIN 30 MILES: Hollywood Burbank Airport

Los Angeles International Airport

Ontario International Airport

Easily accessed

by interstate freeways

110134 210 710

SERVED BY MTA LIGHT RAIL


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A VARIETY OF BUSINESSES HAVE FOUND A HOME IN PASADENA,BUT THERE’S STILL PLENTY OF ROOM FOR MORE.

Call on us to assist you with a property search for your business location in any one of our 13 COMMERCIAL AREAS.

COMMUTE MILES

1 in 4 cities in CALIFORNIA WITH its OWN HEALTH Department


think pasadena

(626) 744-4660 | @ThinkPasadena

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PASADENA PSYCHOGRAPHICS

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