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. client. The purpose of these workshops will be to discuss the findings and their relevance to the subsequent project phases prior to preparation of detailed written materials. This strategy has proven effective for SKMG on numerous occasions, especially for projects with a broad client base. MATRIX OF GENERIC BUSINESS TYPES 2. Rank Business Types In order to develop an understanding of the relative economic and fiscal impacts of land uses, SKMG will create a matrix of generic business types with columns reflecting typical employment densities, sales and use tax generation potential, and local service demands (on a relative scale of intensity). The matrix will be submitted to the City as a study work product, along with accompanying explanatory text. This task will provide a framework for evaluating the appeal of alternative land uses and help the City and Chamber assess the relative local economic contributions of various uses. This task will draw on SKMG's extensive experience conducting market feasibility and fiscal impact studies for private developers and public agencies as well as a review of existing literature. For example, SKMG frequently uses the Association of Bay Area Government's (ABAG) input output model for the Bay Area in which ABAG estimates employment densities per square foot for select economic sectors. In addition, SKMG's fiscal impact studies have been performed for development projects or land use changes throughout Northern California. As a result, SKMG has a strong base of information with which to assess the variable fiscal impacts of alternative commercial and industrial land uses such as R&D, retail, heavy industrial, and professional office. Another anticipated data source includes the Urban Land Institutes' Dollars and Cents of Shopping Centers, which presents sales per square foot figures for different retail categories by U.S. region. INDIVIDUAL RETAIL BUSINESSES (SALES TAX PROVIDERS) 3. Retail Market Analysis SKMG will identify existing retail conditions in the city's market area to identify types of businesses that are under or overrepresented in the market area. One way to determine this is through a retail leakage and injection analysis. This analysis will compare actual sales in the Redwood City trade area to potential spending by market area residents and employees. Potential sales will be projected utilizing a proprietary regression model which derives local spending characteristics based on regional spending patterns and adjustments for local income, household size, and population characteristics. Unless an alternative source is requested by Redwood City, the source for the demographic data will be ABAG's Projections 1994. Estimates for per capita expenditures will be calculated based 2 .. . - .- ---..- -_....