newton retail trade mark imerman iowa state university economics department 515.294.5781 liesl...
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Newton Trade Area DefinitionTRANSCRIPT
Newton Retail Trade
Mark ImermanIowa State University Economics Department
Liesl EathingtonIowa State University Department of Economics
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ÊÚ
Ames
Marshalltown
Grinnell
Indianola
Des Moines
Knoxville
Pella
Nevada
Newton
40 0 40 Miles
Regional Trade Patterns
Newton Trade Area Definition
Monroe
Reasnor
ColfaxLambs Grove
Newton Kellogg
Baxter
Lucas MonroeClarke Wapello
Marion MahaskaKeokuk
Madison
Warren
PoweshiekJasperPolk
Dallas
StoryBoone MarshallTama
GrundyHardinHamilton
LegendPrimary regionSecondary regionCounties
Percentage of households by household income level in 1999
Percentage of Households by Income Level
20.3%
28.0%
23.6%21.6%
6.5%
19.9%
28.0%
23.1% 21.8%
7.2%
21.8%
28.9%
22.4%19.6%
7.3%
Less
than
$20
,000
$20,
000.
.$40
,000
$40,
000.
.$60
,000
$60,
000.
.$10
0,00
0
$100
,000
or m
ore
Less
than
$20
,000
$20,
000.
.$40
,000
$40,
000.
.$60
,000
$60,
000.
.$10
0,00
0
$100
,000
or m
ore
Less
than
$20
,000
$20,
000.
.$40
,000
$40,
000.
.$60
,000
$60,
000.
.$10
0,00
0
$100
,000
or m
ore
Primary Region Secondary Region State of Iowa
Percentage of Residents by Educational Attainment
Percentage of the population age 25 and older by educational attainment, 2000
13.4
%
43.8
%
20.8
%
5.6%
11.6
%
4.8%
14.8
%
35.9
%
21.6
%
6.8%
14.9
%
6.0%
13.9
%
36.1
%
21.4
%
7.4%
14.7
%
6.5%
Less
than
high
sch
ool
Hig
h sc
hool
grad
uate
Som
eco
llege
Ass
ocia
te's
degr
ee
Bac
helo
r'sde
gree
Adv
ance
dde
gree
Less
than
high
sch
ool
Hig
h sc
hool
grad
uate
Som
eco
llege
Ass
ocia
te's
degr
ee
Bac
helo
r'sde
gree
Adv
ance
dde
gree
Less
than
high
sch
ool
Hig
h sc
hool
grad
uate
Som
eco
llege
Ass
ocia
te's
degr
ee
Bac
helo
r'sde
gree
Adv
ance
dde
gree
Primary Region Secondary Region State of Iowa
Newton Total Retail Sales Per Capita
-
2
4
6
8
10
12
14
16
18
20
1976 1980 1985 1990 1995 2000 2005
Sale
s pe
r cap
ita ($
000s
)
State average Peer cities Newton
Comparative PerformancePer Capita Retail Sales Index (state average= 100%)
0%
20%
40%
60%
80%
100%
120%
140%
160%
180%
1976 1980 1985 1990 1995 2000 2005
Per
cent
age
of s
tate
ave
rage
per
cap
ita s
ales
Newton Knoxville Grinnell Pella
Comparative PerformancePer Capita Retail Sales Index (state average= 100%)
0%
50%
100%
150%
200%
250%
300%
1976 1980 1985 1990 1995 2000 2005
Per
cent
age
of s
tate
ave
rage
per
cap
ita s
ales
Newton Altoona Marshalltown Des Moines
Newton Trade Area Capture Estimate
-
5,000
10,000
15,000
20,000
25,000
30,000
1976 1980 1985 1990 1995 2000 2005
PersonsPopulation Trade area capture estimate
Newton NewtonPotential Sales Sales Capture
Merchandise Category ($) ($ millions) RateApparel 251 6.8 19.8%Building Materials 806 21.8 37.5%Eating and Drinking 917 24.8 74.9%Food Stores 1,471 39.7 92.5%General Merchandise 1,654 44.7 83.4%Home Furnishings 468 12.6 85.0%Specialty Stores 756 20.4 64.9%Services 1,278 34.5 95.8%Wholesale 798 21.5 42.8%Motor Vehicles 545 14.7 62.9%Average for sectors shown 73.5%
by Merchandise Category in Newton
Statewide AveragePer Capita Sales
Estimates of Potential Sales and Sales Capture Rates
Sales Capture Rates by Merchandise Category in Newton's Primary Trade Region
20%
38%
75%
93%
83% 85%
65%
96%
43%
63%
74%
0%
25%
50%
75%
100%A
ppar
el
Bui
ldin
g M
ater
ials
Eat
ing
and
Drin
king
Food
Sto
res
Gen
eral
Mer
chan
dise
Hom
eFu
rnis
hing
s
Spe
cial
ty S
tore
s
Ser
vice
s
Who
lesa
le
Mot
or V
ehic
les
Ave
rage
for
sect
ors
show
n
Expected range City capture rate
The Bigger Picture
Jasper County
Total Retail Sales Per Capita, FY 2005
$ 8,754 6,845 6,138 8,348 15,702 4,900
Jasper County Marion County Poweshiek County Marshall County Polk County Warren County
Comparison of Average Per Capita Sales ($) by Category
Peer Counties State
36 69 251 365 407 806 634 568 917
1,115 1,184 1,471 1,116 1,175 1,654
293 264 468 447 388 756
1,076 779 1,278 651 562 798
3,022 1,281 1,688 8,754 6,678 10,088
Jasper County
Specialty Stores....................................
Building Materials.................................Eating and Drinking..............................Food Stores..........................................
Apparel*................................................
General Merchandise...........................Home Furnishings................................
Total Sales............................................All Other Categories..........................
Services................................................Wholesale.............................................
* Actual sales in this category may be under-reported because there are fewer than five businesses reporting from locales within the county. To maintain business confidentiality, the Department of Revenue includes these numbers in a "miscellaneous" sales category, and thus in total sales for the county.
Jasper County Surplus and Leakageby Merchandise Category
Fiscal Year 2005
Merchandise Group
Potentialsales
($ millions)
Actualsales
($ millions) in sales
($ millions)
% above or below
potentialin customer equivalents
Total Sales.......................... 365.93 330.18 (35.74) -10% (3,684)
Apparel*.............................. 9.11 1.35 (7.77) -85% (32,150)
Building Materials............... 29.25 13.78 (15.47) -53% (19,943)
Eating and Drinking............ 33.28 23.90 (9.38) -28% (10,629)
Food Stores........................ 53.37 42.05 (11.32) -21% (8,000)
General Merchandise......... 60.01 42.09 (17.92) -30% (11,261)
Home Furnishings............... 16.97 11.04 (5.94) -35% (13,193)
Specialty Stores.................. 27.42 16.87 (10.55) -38% (14,513)
Services.............................. 46.36 40.58 (5.77) -12% (4,699)
Wholesale........................... 28.94 24.54 (4.40) -15% (5,733)
*** Variance between potential and actual ***
* Actual sales in this category may be under-reported because there are fewer than five businesses reporting from locales within the county. To maintain business confidentiality, the Department of Revenue includes these numbers in a "miscellaneous" sales category, and thus in total sales for the county.
