alamogordo - place dynamics€¦ · ruidoso are becoming a popular retirement destination...

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ALAMOGORDO NEW MEXICO OPPORTUNITIES FOR RETAIL • DINING • LODGING MARKET HIGHLIGHTS §Dominant city for a vast trade area §Strong tourism and second home market §Expanded training mission at Holloman AFB §Growing destination retirement community §Unique anchor stores and entertainment TRADE AREA POPULATION 2013 Estimate ..................... 77,514 2018 Projection .................... 80,641 2023 Projection .................... 82,961 § Alamogordo, the nearby mountains, and Ruidoso are becoming a popular retirement destination attracting a large number of households between the ages of 55 and 75. § There are approximately 7,000 vacation homes within the trade area. § Holloman Air Force Base will be taking on an expanded training mission with two new F-16 squadrons. § The German Air Force will be consolidating its US-based training units at Holloman AFB. MEDIAN HOUSEHOLD INCOME Alamogordo (2010) ................ $40,747 New Mexico (2010) ................ $42,090 Alamogordo (2013 Estimate) ......... $43,114 Alamogordo (2018 Estimate) ......... $47,369 Alamogordo compares favorably to other large New Mexico cities. The visitor and vacation home market has a considerably higher income profile. LARGER CITIES Las Cruces, New Mexico ....... 70 miles south El Paso, Texas ............... 90 miles south Roswell, New Mexico .......... 115 miles east Albuquerque, New Mexico ..... 200 miles north TRADE AREA Alamogordo has a captive market. The city’s trade area is defined by distance and terrain. Reaching other large cities requires a drive of an hour or more along winding mountain roads or through an empty desert environment. Half of the trade area population resides in the city, with other concentrations in the mountains to the east and in Ruidoso.

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Page 1: ALAMOGORDO - Place Dynamics€¦ · Ruidoso are becoming a popular retirement destination attracting a large number of households between the ages of 55 and 75. §There are approximately

ALAMOGORDONEW MEXICO

OPPORTUNITIES FOR RETAIL • DINING • LODGING

MARKET HIGHLIGHTS§Dominant city for a vast trade area§Strong tourism and second home market§Expanded training mission at Holloman AFB§Growing destination retirement community§Unique anchor stores and entertainment

TRADE AREA POPULATION2013 Estimate . . . . . . . . . . . . . . . . . . . . . 77,5142018 Projection . . . . . . . . . . . . . . . . . . . . 80,6412023 Projection . . . . . . . . . . . . . . . . . . . . 82,961

§Alamogordo, the nearby mountains, and Ruidoso are becoming a popular retirement destination attracting a large number of households between the ages of 55 and 75.

§There are approximately 7,000 vacation homes within the trade area.

§Holloman Air Force Base will be taking on an expanded training mission with two new F-16 squadrons.

§The German Air Force will be consolidating its US-based training units at Holloman AFB.

MEDIAN HOUSEHOLD INCOMEAlamogordo (2010) . . . . . . . . . . . . . . . . $40,747New Mexico (2010) . . . . . . . . . . . . . . . . $42,090Alamogordo (2013 Estimate) . . . . . . . . . $43,114Alamogordo (2018 Estimate) . . . . . . . . . $47,369

Alamogordo compares favorably to other large New Mexico cities. The visitor and vacation home market has a considerably higher income profile.

LARGER CITIESLas Cruces, New Mexico. . . . . . . 70 miles southEl Paso, Texas . . . . . . . . . . . . . . . 90 miles southRoswell, New Mexico. . . . . . . . . . 115 miles eastAlbuquerque, New Mexico . . . . . 200 miles north

TRADE AREAAlamogordo has a captive market. The city’s trade area is defined by distance and terrain. Reaching other large cities requires a drive of an hour or more along winding mountain roads or through an empty desert environment. Half of the trade area population resides in the city, with other concentrations in the mountains to the east and in Ruidoso.

Page 2: ALAMOGORDO - Place Dynamics€¦ · Ruidoso are becoming a popular retirement destination attracting a large number of households between the ages of 55 and 75. §There are approximately

retail market

Market Potential

Estimated Sales Gap

2013 $156,901,000 $66,908,000 $89,993,000 2018 $184,680,000 $75,701,000 $108,980,000 2023 $214,960,000 $85,648,000 $129,312,000

NEW AND USED CAR DEALERS

AUTO PARTS AND ACCESSORIES STORES

Market Potential

Estimated Sales Gap

2013 $15,202,000 $13,175,000 $2,027,000 2018 $17,891,000 $14,906,000 $2,985,000 2023 $20,824,000 $16,865,000 $3,959,000

AutoZoneBig O TiresCarQuestNAPAO’Reilly Auto PartsWestern Auto

FURNITURE STORES

Total Market

Potential Estimated

Sales Gap 2013 $12,112,000 $7,345,000 $4,767,000 2018 $14,256,000 $8,310,000 $5,946,000 2023 $16,593,000 $9,402,000 $7,191,000

APPLIANCE TV AND ELECTRONICS STORES

Total Market

Potential Estimated

Sales Gap 2013 $22,745,000 $4,988,000 $17,757,000 2018 $26,770,000 $5,643,000 $21,127,000 2023 $31,160,000 $6,385,000 $24,775,000

Alamo FurnitureColorTymeCustom DreamsRadio ShackRest Stop Sleep ShopRoute 54 Home DecorSears Hometown Store

HOME CENTERS

Total Market

Potential Estimated

Sales Surplus 2013 $28,358,000 $52,250,000 $23,892,000 2018 $33,371,000 $59,116,000 $25,745,000 2023 $38,840,000 $66,884,000 $28,044,000

HARDWARE STORES

Total Market

Potential Estimated

Sales Gap 2013 $4,224,000 $1,020,000 $3,204,000 2018 $4,971,000 $1,154,000 $3,817,000 2023 $5,786,000 $1,306,000 $4,480,000

84 LumberAlamo Paint and GlassFoxworth GalbraithHome DepotLowe’sSherwin Williams

SUPERMARKETS AND GROCERY STORES

Total Market

Potential Estimated

Sales Gap 2013 $101,632,000 $36,100,000 $65,532,000 2018 $119,542,000 $40,844,000 $78,698,000 2023 $139,116,000 $46,211,000 $92,905,000

Total Market

Potential Estimated

Sales Gap 2013 $4,072,000 $3,069,000 $1,003,000 2018 $4,782,000 $3,472,000 $1,310,000 2023 $5,562,000 $3,927,000 $1,635,000

SPECIALTY FOOD STORES

Total Market

Potential Estimated

Sales Gap 2013 $42,823,000 $11,625,000 $31,207,000 2018 $50,397,000 $13,153,000 $37,244,000 2023 $58,656,000 $14,881,000 $43,775,000

PHARMACIES AND DRUG STORES

Daylight DonutsLinda’s Cake/CandyHickory FarmsLowe’s GroceryMedical Arts PharmacyNature’s PantryWalgreen’s

Albertsons coming in 2014

Page 3: ALAMOGORDO - Place Dynamics€¦ · Ruidoso are becoming a popular retirement destination attracting a large number of households between the ages of 55 and 75. §There are approximately

Total Market

Potential Estimated

Sales Gap 2013 $2,550,000 $1,369,000 $1,181,000 2018 $2,989,000 $1,549,000 $1,440,000 2023 $3,475,000 $1,752,000 $1,723,000

MEN’S CLOTHING STORES

Total Market

Potential Estimated

Sales Gap 2013 $9,177,000 $2,793,000 $6,384 ,000 2018 $10,783,000 $3,160,000 $7,623,000 2023 $12,545,000 $3,575,000 $8,970,000

WOMEN’S CLOTHING STORES

Total Market

Potential Estimated

Sales Gap 2013 $17,640,000 $1,300,000 $16,340,000 2018 $20,760,000 $1,471,000 $19,289,000 2023 $24,163,000 $1,664,000 $22,499,000

FAMILY CLOTHING STORES

Total Market

Potential Estimated

Sales Gap 2013 $1,174,000 $200,000 $974,000 2018 $1,382,000 $226,000 $1,156,000 2023 $1,608,000 $256,000 $1,352,000

CLOTHING ACCESSORIES STORES

Total Market

Potential Estimated

Sales Gap 2013 $5,952,000 $1,690,000 $4,262,000 2018 $6,998,000 $1,912,000 $5,086,000 2023 $8,144,000 $2,163,000 $5,981,000

SHOE STORES

Total Market

Potential Estimated

Sales Gap 2013 $6,168,000 $1,350,000 $4,818,000 2018 $7,258,000 $1,527,000 $5,731,000 2023 $8,448,000 $1,728,000 $6,720,000

JEWELRY STORES

Total Market

Potential Estimated

Sales Gap 2013 $7,931,000 $5,420,000 $2,511,000 2018 $9,320,000 $6,132,000 $3,188,000 2023 $10,844,000 $6,938,000 $3,906,000

SPORTING GOODS STORES

Total Market

Potential Estimated

Sales Gap 2013 $3,513,000 $170,000 $3,343,000 2018 $4,130,000 $192,000 $3,938,000 2023 $4,805,000 $218,000 $4,587,000

HOBBY, TOY, GAME AND SEWING STORES

Total Market

Potential Estimated

Sales Gap 2013 $4,688,000 $1,305,000 $3,383,000 2018 $5,510,000 $1,476,000 $4,034,000 2023 $6,398,000 $1,671,000 $4,727,000

BOOK STORES AND NEWS DEALERS

Blackbird SportswearBurke’s Outlet StoresClaire’sFoot LockerMaurice’sPayless ShoeSourceRue 21Tally’s BoutiqueZale Jewelers

Big 5 SportsFlight Deck HobbiesHastings Entertainment

Hibbett SportsHigh Altitude OutfittersOutdoor Adventures

ART DEALERS

Total Market

Potential Estimated

Sales Gap 2013 $3,397,000 $130,000 $3,267,000 2018 $3,997,000 $147,000 $3,850,000 2023 $4,653,000 $166,000 $4,487,000

GIFT, NOVELTY AND SOUVENIR STORES

Total Market

Potential Estimated

Sales Gap 2013 $5,876,000 $1,788,000 $4,088,000 2018 $6,871,000 $2,022,000 $4,849,000 2023 $7,984,000 $2,288,000 $5,696,000

Total Market

Potential Estimated

Sales Gap 2013 $2,016,000 $1,295,000 $721,000 2018 $2,371,000 $1,465,000 $906,000 2023 $2,759,000 $1,657,000 $1,002,000

USED MERCHANDISE STORES

Total Market

Potential Estimated

Sales Gap 2013 $4,723,338 $2,160,000 $2,563,000 2018 $5,559,608 $2,444,000 $3,116,000 2023 $6,471,151 $2,765,000 $3,706,000

OFFICE SUPPLIES AND STATIONERY STORES

Page 4: ALAMOGORDO - Place Dynamics€¦ · Ruidoso are becoming a popular retirement destination attracting a large number of households between the ages of 55 and 75. §There are approximately

Total Market

Potential Estimated

Sales Gap 2013 $17,450,000 $15,960,000 $1,490,000 2018 $20,517,000 $18,057,000 $2,460,000 2023 $23,873,000 $20,430,000 $3,443,000

DEPARTMENT STORES

Total Market

Potential Estimated

Sales Gap 2013 $28,849,000 $4,640,000 $24,209,000 2018 $33,934,000 $5,250,000 $28,684,000 2023 $39,490,000 $5,940,000 $33,550,000

DISCOUNT DEPARTMENT STORES

Total Market

Potential Estimated

Sales Surplus 2013 $72.064,000 $88,800,000 $16,736,000 2018 $84,742,000 $100,469,000 $15,727,000 2023 $98,612,000 $113,672,000 $15,060,000

WAREHOUSE CLUBS AND SUPERCENTERS

Total Market

Potential Estimated

Sales Surplus 2013 $9,637,000 $12,506,000 $12,506,000 2018 $11,330,000 $14,149,000 $14,149,000 2023 $13,184,000 $16,009,000 $16,009,000

OTHER GENERAL MERCHANDISE STORES

Beall’sBig KDollar General (3)

Fast Food Restaurants Casual and Fine Dining Restaurants Market

Potential Estimated

Sales Gap Market

Potential Estimated

Sales Gap 2013 $48,464,000 $20,516,000 $27,948,000 $80,089,000 $32,285,000 $47,804,000 2018 $55,323,000 $23,783,000 $31,540,000 $91,423,000 $37,428,000 $53,995,000 2023 $62,170,000 $27,571,000 $34,599,000 $102,736,000 $43,389,000 $59,347,000

DINING

Family Dollar (3)JC Penney’sWalmart Supercenter

Page 5: ALAMOGORDO - Place Dynamics€¦ · Ruidoso are becoming a popular retirement destination attracting a large number of households between the ages of 55 and 75. §There are approximately

TOURISMLeisure travel accounts for most visitors to the area, with White

Sands National Monument, the Sacramento Mountains, and the casino in Ruidoso being the most popular destinations. The area’s

mild climate helps to mitigate seasonal fluctuations in travel.

Travel related to Holloman Air Force Base includes military personel and contractors. As the training mission at the base expands,

military-related travel is expected to increase.

White Sands National Monument is New Mexico’s largest and most visited National Park with nearly a half million annual visitors.

EXISTING HOTELSAce MotelAlamo InnBest Western Desert AireBudget Motel 7Classic InnDays InnEconomy InnFairfield Inn & SuitesHampton InnHoliday Inn Express & SuitesLuxury Inn & SuitesMotel 6Quality Inn & SuitesSatellite InnSuburban Extended StaySuper 8White Sands Motel

53.5 56.1

52.2 54.0 56.2

52.2

0.0

10.0

20.0

30.0

40.0

50.0

60.0

2007 2008 2009 2010 2011 2012

Average Annual Percent Occupancy

170,620

179,009

166,645

172,280

186,400

191,388

150,000

155,000

160,000

165,000

170,000

175,000

180,000

185,000

190,000

195,000

2007 2008 2009 2010 2011 2012

Annual Room Nights

63.71

67.44

68.92

70.33 71.21

70.16

58.00

60.00

62.00

64.00

66.00

68.00

70.00

72.00

2007 2008 2009 2010 2011 2012

Average Daily Rate

34.07

37.84

36.00

37.98

40.05

36.64

31.00

32.00

33.00

34.00

35.00

36.00

37.00

38.00

39.00

40.00

41.00

2007 2008 2009 2010 2011 2012

Revenue per Available Room (RevPAR)

January - 23,300February - 26,900

March - 50,300April - 42,200May - 42,000

June - 40,700

July - 51,100August - 39,300

September - 41,000October - 33,800

November - 28,200December - 28,200

2012 Visitors to White Sands National Monument

Page 6: ALAMOGORDO - Place Dynamics€¦ · Ruidoso are becoming a popular retirement destination attracting a large number of households between the ages of 55 and 75. §There are approximately

FOR MORE INFORMATION CONTACT

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